Go Good_Brand_Manual

1 | 11.18.2014

- The Brand Manual -

2

our visionTo sell at least one good service to every household in America.

Good services are good for your wallet -- and for the world. Examples: clean power supply, socially responsible IRAs and car insurance that rewards consumers for driving fewer miles.

2

3

our missionTo help good service partners outgrow traditional competitors though high-volume, cost-effective mobile marketing and customer acquisition / retention services.

3

45

our tribeWe profit by connecting good service providers with consumers who want to do good and live well. These consumers are curious, smart, conscientious and forward-thinking, but generally not activists. They are confident in their morals and are willing to donate money and time to causes that truly inspire them, but are less likely to volunteer as political campaigners. They enjoy purchasing products that reflect their values, but demand that those products also be trendy, useful and usable.

Importantly, this tribe is also positive. They believe that the world is a fundamentally good place -- and can be made better, brighter and safer, even still.

44

our values

positive integrityWe are confident in

our morals -- and want our choices to

reflect them.

curious trustedWe take pleasure in learning about new things, ideas and approaches.

We value the trust that others put in us,

and work hard to enhance it.

We believe the world is a fundamentally good place -- and

can be made better, brighter still.

gratifyingWe believe that all good deeds -- big

and small -- deserve to be noticed.

5

[TBD following management discussion]

[Placeholder] To help our good service partners outgrow traditional competitors though high-volume,cost-effective mobile marketing and customer acquisition / retention services.

our charmIf were a person, we’d be the friend you’d...• Look to for advice about

building the life you want.We understand your goalsand your values -- and helpyou make choices that alignwith both.

• Call when you need a doseof appreciation. We value thegood in you -- and think youdeserve to be recognized forall that you do.

• Consult to figure out whichrestaurant to go to in a new city.We know your taste and alwayshave good ideas.

6

our nameis about moving in a

positive direction. “Go” is purposefully active - it’s something you do, not something you witness. “Good” is deliberately broad. It describes our customers (who are virtuous); our services (which are excellent); our marketing (which is relevant); and our customer experience (which is pleasurable).

Alliteration around a hard “g” helps to grab attention, create a playful vibe and make us memorable.

Go | verb

1. move from one place or point to another. go forward.

Good | adjective

1. morally excellent; virtuous. a good person.

2. of high quality; excellent. good health.

3. right; proper; fit. a good fit for my lifestyle.

4. pleasurable; enjoyable or satisfying. a good time.

7

8

what we evoke

values(of the brand)

benefits(to the consumer)

emotions(how the consumer feels)

positive

integrity

curious

trusted

gratifying

Adds value to our product and brand; empowers the individual.

Optimistic, empowered, energized. “I can make a difference.”

Ensures transparent, high standards; customers know they are getting good stuff.

Understood, respected. “I know my values.”

Encourages innovation; delivers an experience that feels truly new and different.

Cool, adventurous, ahead of the curve. “I am open to new things.”

Fosters seriousness, rigor and care; service the consumer can rely on.

Safe, secure. “I am in good hands.”

Delivers a rewarding experience. Noticed, valued, virtuous. “I deserve to be appreciated.”

logos MAIN LOGO:

the exclusion zoneThe logo type must be reproduced with a clear area around it which is free from other graphic elements.

the minimum sizeThe logo should always be clearly legible and at least 90 pixels in width.

colorsThe main logo should always be in either Go Good blue, gray, or white.

The secondary logo can be used only when the primary logo is present.

don'ts• Alter, skew, or distort the logos in

proportion or in color• Use filters or drop shadows

White logo on colored background.

LOGO COLORS:

SECONDARY LOGO:

C61 M53 Y53 K24R76 G75 B75# 605F5FPANTONE 425 C

C73 M14 Y3 K0R0 G167 B225# 00A7E1PANTONE 2995C

C0 M0 Y0 K0R255 G255 B255# FFFFFF

9

BACKGROUND

CATCHPHRASES

Discover Good. Choose Good.

Live better, do better, & get free rewards to your favorite stores.

colorsOur Go Good blue is an essential part of our brand and identity. Blue is the color of trust, honesty, and loyalty. It is reliable and responsible. This color exhibits an inner security and confidence.

Our brand colors also include more neutral tones -- gray, white and black -- which convey maturity, seriousness and familiarity.

In addition to brand colors, our palette includes a number of bright and“feel good” accent colors - intended to grab attention, create flare, and reflect a bright, positive outlook.

PRIMARY COLORS

C61 M53 Y53 K24R76 G75 B75#605F5FPANTONE 425 C

C73 M14 Y3 K0R0 G167 B225#00A7E1PANTONE 2995C

C0 M0 Y0 K0R255 G255 B255#FFFFFF

ACCENT COLORS

Blue, white, and gray should dominate every communication created. Our Go Good Blue plays a key role in communicating a brand that is trustworthy and good.

These colors should be reserved for supporting visuals and should never replace blue as the dominant color.

C75 M67 Y68 K90R0 G0 B0#000000PANTONE Black 6C

C53 M0 Y19 K0R111 G202 B210#6FCAD2PANTONE 3242 C

C67 M0 Y61 K0R79 G188 B138#4FBC8APANTONE 346C

C0 M74 Y42 K0R241 G104 B116#F16874PANTONE 709C

C0 M52 Y94 K90R247 G144 B43#F7902BPANTONE 715C

40% TINT

10

C0 M18 Y73 K90R258 G208 B97#FED061PANTONE 134C

typefacesAvenir Next supports the Go Good brand. Its clean, contemporary linear features convey clarity and ease -- a vibe that is at once trustworthy, fun and inviting.

Avenir Next BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Avenir Next RegularA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y zBody copy

Avenir Next Demi BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y zHeadlines. Highlighting key words or phrases

Headlines. Highlighting key words or phrases

11

design & style

12

Our style is defined by bright colors, clean lines and simple designs.

Our design is clean, organized and uncluttered, yet lively and never cold.

Photography plays a vital role in our brand and should reflect our brand values. Images should be bright, cropped and candid. They should make you smile and feel at ease. Ideally, viewers will have the sense that they are looking at real photos of people they know.

SAMPLE ILLUSTRATIONS

@

PHOTOGRAPHY

Our photography is natural and colorful, reflecting real people in real situations. Photos, like those displayed throughout this document, should be bright and cropped for maximum effect.

toneWe are welcoming, but never pedantic. We break complex ideas down and avoid jargon, but never sacrifice substance.

We are upbeat, yet serious. We use language that makes consumers smile and feel good about the future (and about treating themselves to a gift card) -- but are transparent, accurate and aware of the trust consumers put in us.

We are encouraging, but never pushy. We invite consumers to align purchases with values, but never guilt trip or coerce. Ever.

We are:

Clear Concise Accurate

Positive Warm Playful

We are not:

Fluffy Pushy

Pedantic Complicated

Gloomy Condescending

13

“Go Good is a mobile matchmaker for consumers and services that do good. From clean power to car insurance that rewards people who drive fewer miles, consumers trust us to introduce them to services that are better for the world and relevant to their lives. We touch consumers through their phones, enroll them in services they desire, and satisfy them with rewards to brands they love.”

WRITING STYLE