Brand Guidelines 2017 - Sam Labs€¦ · distinctive logo to our rich, exciting imagery, ......

Brand Guidelines 2017

SAM Labs Brand Guidelines

Contents 03 Introduction

Basic Elements05 Logo 06 Logo clearspace 07 Logo variants 08 Logo tab 09 Logo tab usage 10 Logo misuse 11 Typography 12 Colour 13 Colour Setting – Adobe CC 14 Light rays 15 Dotted grid 16 Product cut-outs

Applications — SAM Labs brand18 Social media 19 Merchandising

Applications — Product specific21 SAM Labs —

Sales Collateral

Tone of voice23 Tone of voice summary 24 Tone of voice 25 Accessible 26 Energetic 27 Smart 28 Empowering 29 Aspirational 30 Tipsforwritingeffective

communication for SAM Labs

Terminology – Guidelines & Legal Line33 Terminology SAM Labs brand

– Why?34 Terminology SAM Labs brand

– The Guidelines37 Terminology SAM Labs brand

– Where?38 Terminology SAM Labs brand

– Legal Line

Contact40 For more information

02Contents

©2017 Sam Labs

SAM Labs Brand Guidelines Introduction

Our brand is more than just how we look; it is the mark of who we are, our identity. It symbolises our beliefs and our values. It is the way we communicate our message in everything we do, as we continue to adapt to new markets in rapidly changing times.

Our identity is simple, bold, approachable and smart. All key attributes when marketing to both parents, kids and schools. From our distinctive logo to our rich, exciting imagery, each and every one of the following elements works hard to help us build the SAM Labs brand and communicate a consistent style.

Introduction

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©2017 Sam Labs

Basic elements02

©2017 Sam Labs

SAM Labs Brand Guidelines Basic elements — Logo

LogoThe logo is central to our brand. It is simple, bold and approachable. This is our primary logo; where applicable it should be used the majority of the time. The following pages outline how to keep our logo usage consistent.

Using master artworkThis brand mark has been carefully created and should always be reproduced using the master artwork.

Logo sizesA3 - 50mm wide A4 - 40mm wide A5 - 32mm wide A6 - 25mm wide

Minimum size20mm (print) 85px (screen)

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SAM Labs Brand Guidelines Basic elements — Logo clearspace

Logo clearspaceTo ensure legibility it is importanttoretainsufficientclear space around our logo. Asaresultwehavedefinedanexclusion zone based on “X”.

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Basic elements — Logo variants

Main logoSmall usage

Logo variantsWe have several logo variants in our suite. This allows us to maintain legibility and contrast across all platforms and applications. The overview to the right shows when to use the various logos.

All our logos have been carefully created and should always be reproduced using the master artwork.

Note: New logo variants must only be created through SAM Labs Marketing department.

Main logoThis can only be used on flatcolours.Whenusingimagery and other colours please use our tabbed logo.

Large usage Logo tab

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SAM Labs Brand Guidelines Basic elements — Logo tab

Logo tabTo maintain a strong presence on green we have created a tabbed logo. This version is for use on imagery, and packaging.

To ensure legibility it is importanttoretainsufficientclear space around our tabbed logo.

Asaresultwehavedefinedanexclusion zone based on “X”. Please note that the exclusion zone is larger at the top to allow for margins etc.

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Logo tab usageTo maintain consistency always use the tabbed logo on the left hand side, using the width of the “M” from the logo as a guide to create your left hand margin.

All rights on the images used throughout the guidelines belong to the rightful owner of the images in question. This is an internal document; the images displayed are used in a notional way to demonstrate the style of photography that is to be replicated. They are in no way intended to be used in any of our applications.

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Basic elements — Logo tab usage


Don’t add any new elements Don’t remove any elements Don’taddanyspecialeffects

Don’t alter the arrangement Don’tturnorflipanyelement

Don’t scale individual elementsDon’t stretch the logo

Don’t alter the position of “Labs” Don’t alter the size of “Labs” to match “SAM”

Don’t separate any elements

Don’t recolour the logo

Logo misuseIllustrated opposite are examples of misuse. The logo is not to be redrawn, distorted, disrupted or altered in any way.

©2017 Sam Labs

10Basic elements — Logo misuse

SAM Labs Brand Guidelines Basic elements — Typography

FenomenSemiBoldFenomen

HeadingsFenomen Semi Bold

HelveticaNeueRegHelvetica Neue Regular

Body copyHelvetica Neue Regular

HelveticaNeueBoldHelvetica Neue Bold

Sub HeadingsHelvetica Neue Bold

HelveticaNeueMedHelvetica Neue Medium

Intro ParaHelvetica Neue Medium

HelveticaNeueItalicHelvetica Neue Italic

Body copyHelvetica Neue Italic

Space Mono BoldIngredient fontSpace Mono Bold

HeadingsOur heading font is Fenomen Semi Bold. The sans serif typeface has a friendly and human feel, making it the perfecttypefacetoreflectourpersonality as a brand.

Sub headingsFor sub headings we use Helvetica Neue bold.

Intro ParaFor Intro Para we can use Helvetica Neue Medium.

Body copyFor body copy we predominantly use Helvetica Neue Regular.

ItalicsItalic versions of each weight are also available; we should use these with restraint, only where necessary.

Ingredient fontOur ingredient font should be used sparingly, only for product details and features.

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SAM Labs Aqua Pantone 3262 C C85 M0 Y40 K0 R8 G208 B196 HEX: 08D0C4

GreysOur palette of greys can be used in instances such as body copy or full bleed when other colours are not appropriate.

Secondary coloursOur secondary colours were created to compliment the SAM Labs Aqua. They are to be used to highlight information e.g. for call-to-actions.

Product specificNew colours can be created for each new product.Thesecanbeflatcoloursoracombination of two. No new colours should fightwiththemainSAMLabsAqua.

Primary ColourThe SAM Labs Aqua is our main brand colour; it should be used 85% of the time to ensure brand recognition.

SAM Labs Education Pantone 2935C C100 M52 Y0 K0 R0 G87 B184 HEX: 0057b8

SAM Labs Red Pantone Warm Red C C0 M83 Y73 K0 R202 G73 B65 HEX: CA4941

SAM Labs Orange Pantone 1375 C C0 M46 Y88 K0 R233 G154 B56 HEX: E99A38

SAM Labs Yellow Pantone 116 C C0 M20 Y95 K0 R245 G205 B33 HEX: F5CD21

SAM Labs Green Pantone 2283 C C51 M0 Y80 K0 R165 G224 B101 HEX: A5E065

SAM Labs Black C0 M0 Y0 K100 R0 G0 B0 HEX: 000000

Grey 1 C0 M0 Y0 K80 R88 G88 B88 HEX: 585858

Grey 2 C0 M0 Y0 K60 R134 G134 B134 HEX: 868686

Grey 3 C0 M0 Y0 K40 R177 G177 B177 HEX: B1B1B1

Grey 4 C0 M0 Y0 K10 R236 G236 B236 HEX: ECECEC

White C0 M0 Y0 K0 R255 G255 B255 HEX: FFFFFF

SAM Labs Curious Cars Pantone 310C C60 M0 Y10 K0 R54 G190 B230 HEX: 36BEE6

Pantone 7705C C80 M20 Y20 K20

R30 G100 B144 HEX: 1E6490

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©2017 Sam Labs

Basic elements — Colour


Colour Profiles – Adobe CCTo control the colour output of SAMLabsimagesaprofilehasbeen set up for CMYK and RGB.

CMYKcoatedprofile: FOGRA39(ISO12647-2:2004)

RGBProfile:AdobeRGB(1998)

TheprofilecanbesuppliedbytheSAMLabsMarketingDepartment:

Adobe_RGB_CMYK_Frog_39.csf

Assigning the colour profileFirst quit out of all Adobe CC Apps.

Step 1 Open Adobe Bridge an navigate to Edit>> Color Settings (Shift Command K)

Step 2 Click on – Show Saved Color Setting Files

Step 3 Copy the Adobe_RGB_CMYK_Frog_39.csf into the – Show Saved Color Setting folder.

Click OK and close Adobe Bridge. All Adobe Apps will now have the samecolourprofiles

Step 1 Step 3

Step 2

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©2017 Sam Labs

Basic elements — Colour Setting – Adobe CC

Basic elements — Light rays

Light raysAs well as our 3D elements we also have light rays to help create our 3D worlds. These aredecorativeflourishesandshould be used sparingly as background elements to add energy and speed.


©2017 Sam Labs

Basic elements — Dotted grid

Dotted gridOur suite of elements features a dotted grid that can be usedtodefineplanesorsurfaces. These dots are based on the dotted grids within the SAM Labs app, and should be used to ground SAM Labs product photography.


©2017 Sam Labs

Basic elements — Product cut-outs

Product cut-outsOur parts are at the core of our products, so they are at the forefront of our comms. They are always 3D and photographed or rendered in an isometricviewsotheyfitperfectlywithin our 3D worlds. They must always be cut-out and used with a shadow to add depth.


©2017 Sam Labs

ApplicationsSAM Labs brand

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Social mediaHere is how the brand is used across social channels.

When creating new Social Assets,theuseacrossdifferentplatforms needs to be carefully considered. app, mobile and desktop will all crop the cover photoinaslightlydifferentwayand should be tested to make sure no text is obstructed.

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Applications — Social media

MerchandisingMerchandising can be an engaging application of our suite of brand elements.

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Applications — Merchandising

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ApplicationsProduct specific

©2017 Sam Labs

“ SAM Labs’ versatility and ease of use make

lessons feel new, exciting and engaging.”

– Rory McGrath, Deputy Headteacher, Shacklewell Primary School, London

SAM Labs lesson plans have been created for teachers, by teachers. They are

aligned with your curriculum and designed to be accessible and easy to follow.

Discover more at samlabs.com

Email us at [email protected]

©2017 SAM Labs

Durable Storage CaseMade for the classroom

SAM Space appAvailable for Mac, iOS, Android and Window

Kits to suit your classroom size and budget

Curious Cars appto kick start your

SAM Labs experienc

Curriculum-Aligned Lesson Plans &

Teaching Resources

AccessoriesFits with LEGO®

Wireless SAM blocks

Physics

Language Arts

Mathematics

Politics

Art

Computing

Biology

Humanities

Design & Technology

Music

©2017 SAM Labs

Bring a world of coding and creating

to the classroom. Bursting with a

variety of hardware and software, our

classroom-proof STEAM Kits provide

everything teachers need to unleash

their students creativity. Designed by a team of engineers and teachers, the STEAM

Kit is classroom-tested and tailor-made for education.

The SAM Space app is highly visual and intuitive, simple

to use and versatile. Curriculum-friendly lesson plans and

projects explain how to create everything from self-driving

cars to interactive photosynthesis experiments. Children are

encouraged to learn and play in any subject.

STEAM-based learning has never been more fun! Empower

curiosity and reward imagination. Get started with a STEAM Kit now.

Why use SAM Labs?• An intuitive, visual, flow-based coding app tailored for any classroom

or ability level• Easy-to-install, wireless Bluetooth

SAM Blocks that are made to last• Mac, iOS, Android and

Windows compatible• Curriculum-aligned lesson plans and projects• SAM Labs teacher support and training

• Versatile technology that can be used across a variety of subjects

What’s in the Box?2x Buttons2x RGB LED Lights1x Heat Sensor1x Proximity Sensor1x Buzzer1x Tilt1x Light Sensor1x Pressure Sensor2x Sliders4x DC Motors1x Servo Motor4x Wheels2x Chassis2x Roller balls2x Controllers, 6x Gear wheels4x Large holders10x Small holders

Durable Storage CaseMade for the classroom

SAM Space Education AppAvailable for Mac, iOS, Android and Windows

Curriculum-Aligned Lesson Plans & Teaching Resources

30 AccessoriesFits with LEGO®

Wireless Bluetooth SAM Blocks

Art

Biology

Computing

Humanities

Design & Technology


Email us at [email protected]

“It’s great to see our

students’ creativity

come alive with the

SAM Labs STEAM Kit. ”Christopher Leakey, Assistant Head of

Elementary School,International School of Brussels

Introduce your classroom

to endless possibilitiesSTEAM Kit

Discover the fun

in coding and creating

Connect the dots between physical and digital

Why use SAM Labs?

• An intuitive, visual, flow-based coding app

tailored for any classroom or ability level

• Easy-to-install, wireless Bluetooth SAM

Blocks that are made to last

• Mac, iOS, Android and

Windows compatible

• Curriculum-aligned lesson plans

and projects

• SAM Labs teacher support and training

• Versatile technology that can be

used across a variety of subjects

Innovation awards

Awards

STUDENTONLY

Super Selfie -

A light activated

selfie camera

COMPUTING,

DESIGN & TECHNOLOGY

[email protected]

samlabs.com/education

TEACHERONLY

Super Selfie -

A light activated

selfie camera

COMPUTING,

DESIGN & TECHNOLOGY

[email protected]

samlabs.com/education

Classrooms across the world are hooked on the power of

SAM Labs. From New York to Beijing, teachers and students

in thousands of schools are discovering the joy of coding

their own real-life creations.

The SAM Labs kits, designed by a team of teachers and

engineers, combine lesson plans, apps and electronics to

empower curiosity and reward imagination.

Supported by curriculum-aligned classroom ideas and

projects, SAM Labs technology provides teachers with the

confidencetodeliverinn

ovativelessonplansthat

willimpact

students for years to come. Conquer the classroom with

easy-to-use, versatile technology that inspires students to

learn and grow across any subject.

Discover more at samlabs.com email us at [email protected]


email us at [email protected]

Discover the fun in

coding and creating

Connect the dots between

physical and digital

©2017 SAM LabsSAM Labs 25a Vyner Street

London E2 9DG

+44 (0)203 828 6281

[email protected]

www.samlabs.com

PLACE HOLDER

PLACE HOLDER

SAM Labs —Sales CollateralOurSAMLabsleafletshouldclearly feature the product and its contents.

It is important that all SAM Labs collateral features the SAM Labs logo.

All sales collateral should be aligned with our brand statement, and key selling points. Consideration for the market that the material will be used is important, for example, no school uniform photography to be used in US materials.


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©2017 Sam Labs

Applications — SAM Labs — Sales Collateral

Tone of voice04

©2017 Sam Labs

SAM Labs Brand Guidelines Tone of voice

Toneof voicesummary

Do

— Use personal pronouns like “we” and “you”

— Keep sentences short and punchy

—Beconfidentandbold

— Sound well-informed and helpful

— Be friendly and trustworthy

— Be positive and upbeat at all times

Don’t

— Complicate things

— Use CAPS

— Overuse exclamation marks

— Be tentative or vague

— Use colloquial language

— Use negative words like “never” or “cannot”

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Our tone of voice expresses the unique personality and purpose of SAM Labs and is designed to communicate to our range ofaudiences:

— Children aged 7–11

— Educators

— Mums and other female gifters

Imagine our brand as a person, tweeting or sending an email to these audiences, what does that person sound like? How might our voice, expressed through our words, help our audiences connect with, enjoy and remember our brand?

These guidelines help ensure our communication is consistent, creative and confidentinshapingandapplyingSAMLabs’ tone of voice.

A good tone of voice should be so consistent that it goes unnoticed — users shouldn’t focus on the way you write, they should focus on our brand. More importantly, a good tone has a point-of-view:SAMLabspoint-of-viewisthat tech powers imagination.

Our tone of voice is accessible, energetic, smart, empowering and aspirational. These words are broken down below with some examples to demonstrate what this sounds like.

Toneof voice

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©2017 Sam Labs


An accessible tone of voice is inclusive, warm and easy to understand without being patronising.

We do like:— Clear, simple communication that feels

real, family-friendly and authentic.

— Using “you” and “we” to make our message personal.

— Remaining as concise as possible.

We don’t like: — Technical jargon that might

isolate people.

— Overly complex sentences.

— A lack of personal pronouns.

This example is good: “You simply connect the blocks to the SAM Space app to have immediate control right at your fingertips.”

This example is not good: “They’re wirelessly activated — using Bluetooth — to move, illuminate or sound. Program patterns and behaviours using the intuitive SAM Space app, or build race cars right out of the box with the Curious Cars app.”

Accessible

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©2017 Sam Labs


An energetic tone of voice is enthusiastic, passionate and active.

We do like:— Communicating in a lively style because

we are genuinely excited about our brandandwanttoofferthesamefeeling to our audiences.

—Shortandpunchysentencestoreflectthis energy.

We don’t like: — Exaggeration or excessive use of

exclamation marks and superlatives.

— The use of CAPS.

—Relyingonoverusedeffusivewordslike“amazing” or “incredible”.

— Using ten words when three will do the same job.

This example is good: “Our new bot will transform your playtime into so much more.”

This example is not good: “We absolutely LOVE playing with this amazing new bot that does loads of awesome things to transform your playtime like you can’t even imagine!!”

Energetic

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©2017 Sam Labs


A smart tone of voice is educated, forward-thinking and experienced.

We do like:— Communicating in an informed,

insightful style that feels authoritative and gives us credibility as a brand.

—Ourcommstoreflectthatwecanbetrusted, without us having to explicitly say it.

We don’t like:— Vague or irrelevant messaging.

— Uncertain or tentative sounding language.

— Colloquial language or references to pop culture.

— Excessive humour and jokes.

This example is good: “SAM Labs’ STEAM Kit will keep you at the forefront of the evolving education landscape.”

This example is not good: “The education landscape is changing and we want our snazzy new toys to be the boffins at the top of the class.”

Smart

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©2017 Sam Labs


Empowering An empowering tone of voice is motivating, uplifting and enabling for all of our audiences. We communicate in a can-do, anything is possible style that feels exciting, inclusive and energetic.

We do like: — Messaging with momentum that refers

to possibility and imagination.

— Passionate messaging that shows how excited we are about our brand.

We don’t like:— Limiting the potential of our products

and the creativity of our audience.

— Limiting Negative words like “never” or “cannot”.

—Beingself-depreciatinginanefforttobedown-to-earth or cool.

This example is good: “Our bots are simply the building blocks for bringing your imagination to life. If you can think of it, you can build it.”

This example is not good: “This set is designed for 8 year olds. Using the below instructions, see if you can construct the kit.”

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An aspirational tone of voice is ambitious, adventurous and determined.

We do like:— Communicating in an imaginative, bold

andconfidentstylethatfeelspurposefuland visionary, driving our audience to feel that our brand is best-in-class.

— Writing that makes our younger audiences proud to be associated with our brand because it is cool and visionary.

We don’t like: — Words that imply instability or low

quality, such as “hack”, “risk”, “daring” or “budget”.

— Using plain, uninspired language to describe what we do.

This example is good: “Take control of SAM Labs’ new bot to find out what it can really do.”

This example is not good: “If you can, hack into SAM Labs’ new bot.”

Aspirational

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Be specific, be effectiveOur audiences look at thousands of messages every day and the strongest waytohelpourcommunicationeffortshit the target is to be upfront about who wearetalkingtoandspecificwithwhatwe’retalkingabout(especiallyourbenefits/USPs). Think about what is important to the audience and lead with that. We should have a single principle or message at the core of what we are trying to say and cut anything that strays too far from our core message.

Before: “Teachers, discover educational problem solving, critical thinking and collaboration tools for your classroom with our new SAM Labs STEAM Kit.”

After: “Teaching children to code has never been more exciting than with our new STEAM Kit.”

Tips for writing effective communication for SAM Labs

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©2017 Sam Labs


Tips for writing effective communication for SAM Labs

Be careful of exclamation marks One of the easiest ways of adding energy to whatever we are writing is to use exclamation marks. However, it is important to tailor their usage to the specificaudiences.Whileexclamationmarks are great for marketing to children they must be used more sparingly to avoid dumbing down our message when talking to adults, particularly educators. Our priority when writing should always be to convey our excitement with the words we use and never to use an exclamation mark as a cheap way for energising an otherwise bland sentence. If the sentence is not exciting enough, rewrite it.

GrammarOur messaging should be grammatically correct without being isolating. We write as if we are speaking to our audience, not writing them a novel. For example — although correct, words like “whom” or the pronoun “one” may look pretentious or risk detracting from the approachable nature of the brand.

Tell our stories It’s a great way of inspiring compassion and connecting with our audience on an emotional level.

Whether we’re explaining how SAM Labs was born or how the idea for a product was conceived, our stories should embody the values and personality of SAM Labs. They should be memorable and engaging, focusing on detail and real human emotions that the reader can relate to. Pick a protagonist, pick an obstacle, pick an emotional drive that helped them overcome the obstacle and bring the reader along on our journey.

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©2017 Sam Labs

TerminologyGuidelines & Legal Line

05

©2017 Sam Labs


Terminology SAM Labs brand –Why?

We need to deliver a CONSISTENT MESSAGE We need toBUILD THE BRAND AND GET CUSTOMERS TO REMEMBER USWe need to be‘FOUND’ (SEO/PATH TO PURCHASE)

We don’t want toCONFUSE OUR AUDIENCE

We need to be aligned internally, andSPEAK WITH ONE VOICE

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©2017 Sam Labs

Terminology – SAM Labs brand


Terminology SAM Labs brand –The Guidelines

Whenreferringtothecompanyalwaysuse:

SAM Labs Not ‘SAM’...

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©2017 Sam Labs



Whenreferringtothehardwarealwaysuse:

SAM BlocksNot ‘SAM’S’...When dealing with longer copy, use SAM BLOCKS inthefirstinstance,andanyfurtherinstances use Blocks.

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©2017 Sam Labs



Usethisnamingconventionthroughoutallofourcommunication.Forexample:

SAM HARDWARESAM SOFTWARESAM APPSSAM PRODUCTSSAM TOYS

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©2017 Sam Labs


Terminology SAM Labs brand –Where?

EverywhereWe need to GET IN THE HABIT of using this terminology, so that it becomes natural

That means internal communication as well as EXTERNAL communication

Emails, Phone Calls, Events, Press, Education and Marketing collateral etc.

Ifyoucomeacrossanysituationswherethisdoesn’twork,raiseaflag!(metaphorically, of course)

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©2017 Sam Labs


Terminology SAM Labs brand –Legal Line

All printed and digital material should have a ‘Legal Line’ present.

‘©20XX SAM Labs’This should go on INTERNAL communication as well as EXTERNAL communication

XX Should be replaced by the year that the material has been created.

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©2017 Sam Labs

CONTACT

©2017 Sam Labs


For more information

Liz Cummings Creative Director [email protected] +44 (0)779 507 6114

SAM Labs Ltd 25a Vyner Street London E2 9DG +44 (0)203 828 6281

[email protected] www.samlabs.com

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©2017 Sam Labs


Thank You

©2017 Sam Labs

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