ShopperTrak brand guidelines

©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered trademark.

Brand Identity Guidelines 2014

Creating communication standards and rules that remain consistent is the key to establishing a strong identity and brand. These brand identity guidelines serve as a resource to help clarify the established branding for ShopperTrak in a coherent and thorough way through reliable and tested messaging, branding, color palettes, typography, images and trademarks. It is intended to:

Appropriately position the ShopperTrak brand

Convey company strengths with consistent and well-defined collateral

Enable clear and simple business communications

Maximize the value of brand assets

Provide a uniform brand strategy for ShopperTrak’s standards

Although some rules presented in this guide are fixed, they are not intended to be limiting. There is scope for creative expression within the context of the guidelines, provided consistency and simplicity are maintained.

ShoPPErTrAk | BrAnd IdEnTITy GuIdElInES | 2014

For more information: [email protected]

Introduction

1 Identity Elements

1.1 logo

1.2 Brand Mark

1.3 logo & Brand Mark Space Parameters

1.4 logo & Brand Mark Correct/Incorrect usage

1.5 Color Palette

1.6 Typography & usage

2 Trademarks & Copyrights

3 Images & Icons

4 Email Signature

5 Contact ShopperTrak

1.0Identity Elements

The ShopperTrak logo, made up of two elements: the brand mark and the word mark (ShopperTrak name), is a seal of quality and is one of the company’s most valuable assets. Its value increases as it is used properly and consistently in identifying the company as it unites the company under one global umbrella.

By providing a uniform logo wherever visual identification occurs, it projects the quality and the data integrity that ShopperTrak has come to represent. As the core element of ShopperTrak’s visual identity, the logo should be seen on all everything—from printed and electronic collateral to advertisements to promotional materials.

The logo is available in EPS, JPG, PnG and GIF format. The appropriate artwork format should be used based on requirements of the situation. Where possible, file formats should preferably be used as follows:

EPS: All professionally printed applications

JPG: Microsoft programs, online usage

PnG: online usage

GIF: online usage

For reproduction purposes, always use the approved versions of the ShopperTrak logo. no new designs that differ from the accepted logo should be created.

The logo is available in three different color variants: full color,

black and reversed. They have been designed for optimum reproduction

on specific applications. The color logo should be used whenever possible. The color logo is available in two print formats: spot color and four-color process (CMyk). Preferred placement of the full color logo is over a white background. do not place logo over complex images or graphics. The reversed logo should be used against solid dark or black backgrounds.

For grayscale, when color is not available, the logo should be one color (black), not black and gray.

1.1 Logo

Full color

Black

reversed



The brand mark represents the motion and movement ShopperTrak devices capture, and the flow of accurate data that they provide.

When dealing with complex, full-color images, a watermark design treatment for the brand mark is preferred. A watermark is a transparent version of the brand mark that helps identify ShopperTrak’s materials in a subtle and tasteful way.

Watermark treatments are only to be used on the ShopperTrak brand mark and not on the full ShopperTrak logo. Additionally, a watermark of the brand mark is never to be used alone. It always needs to be used in conjunction with a predominately placed full-color ShopperTrak logo.

For reproduction purposes, always use the approved electronic versions of the ShopperTrak logos. No new designs that differ from the accepted logo should be created.

1.2 Brand Mark

Example of watermark

A watermark treatment should be placed over a solid color or image with the brand mark flushed right. The size of the watermarked brand mark should be depicted in a large scale so that the full brand mark is not seen, but is instead artistically cropped.

A watermark needs to be used in conjunction with a predominately placed full-color ShopperTrak logo.



The ShopperTrak logo should always be prominent and legible. It should be used only in horizontal layout. For maximum legibility and visibility, a minimum size of 1.5 inches/38.1 mm for print and 2 inches/50.8 mm for web and mobile use has been defined for the logo. Versions smaller than this should not be used.

The defined area around the logo, known as the “margin” or “clear space,” must be kept free of all other elements. No images or text should appear within this space.

The margin or clear space around logo should be one half the height of the brand mark in all directions. never alter the margin or clear space.

Shown at the minimum 1.5 inches/38.1 mm for print

Shown at the minimum 2 inches/50.8 mm for web and mobile

1.3 Logo & Brand Mark Space Parameters



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A strong and consistent visual identity is an important element of ShopperTrak’s image to its customers. The following will help guide you in using the ShopperTrak logo and brand mark.

What Not to Do

Please ensure that the logo is not changed in any way or added too as this reflects badly on the company’s image.

1 do not alter the width and height independently to alter the scale

2 Do not add any effects to the logo, such as drop shadows, gradients, etc.

3 do not place the logo on a background that renders the logo illegible, such as on patterns or imagery.

4 do not place the logo on a dark or black background (the reversed logo should be used)

5 do not break up the elements of the logo

6 do not watermark the logo

1 2

3 4

5 6

1.4 Logo & Brand Mark Correct/Incorrect Usage



The corporate color palette has been specifically developed to unify all ShopperTrak communications. The corporate colors are ShopperTrak blue and green. This is supplemented by the secondary and supporting color palettes. The secondary colors are used to help create a distinctive personality within ShopperTrak on items such as advertising and collateral. Supporting colors span black, gray and white.

As you consider the primary and secondary ShopperTrak colors, let the following serve as recommendations for when to use which colors:

Primary blue: The ShopperTrak blue should be used robustly as an accent color and design element, e.g., headlines, subheads, icons and color blocks.

Primary green: The ShopperTrak green should be used very sparingly to subtly help break up copy on a page/screen, e.g., a horizontal or vertical line.

Secondary blues: The secondary blues can be used prominently as an alternative accent color and design element to the primary blue.

Secondary greens: The secondary greens can be used conspicuously as an alternative to the primary and secondary blues to increase distinction and visual appeal, e.g., bullet points or call out quotes.

red: The red should be used sparingly to help a message stand-out or for action-oriented content, e.g., calls to action in a print piece or a button on a website

Supporting black, gray and white: The supporting colors should be used for content.

Color values for various applications are listed to the right for each color square. Whenever possible, it is recommended to make a visual comparison with the PAnTonE® (PMS) chip of the colors being applied. It is essential that colors are correctly specified. This is to make sure that consistency of color is achieved across all media. All colors

1.5 Color Palette

Primary Colors

Secondary Colors

Supporting Colors

PMS: 285 CMyk: 89 | 43 | 0 | 0 rGB: 58 | 117 | 196 hEX: #3A75C4

PMS: 384 CMyk: 18 | 0 | 100 | 31 rGB: 147 | 153 | 5 hEX: #939905

PMS: 653 CMyk: 90 | 64 | 30 | 11 rGB: 41 | 89 | 127 hEX: #29597F

PMS: 660 CMyk: 90 | 60 | 0 | 0 rGB: 6 | 101 | 181 hEX: #0665B5

PMS: 659 CMyk: 81 | 36 | 0 | 0 rGB: 5 | 136 | 204 hEX: #0588CC

PMS: 542 CMyk: 66 | 22 | 0 | 0 rGB: 10 | 170 | 255 hEX: #0AAAFF

PMS: 2519 CMyk: 55 | 6 | 0 | 0 rGB: 78 | 196 | 255 hEX: #4EC4FF

PMS: 179 CMyk: 7 | 83 | 98 | 1 rGB: 223 | 81 | 41 hEX: #dF5129

PMS: 361 CMyk: 45 | 2 | 100 | 0 rGB: 155 | 198 | 20 hEX: #9BC614

PMS: 377 CMyk: 49 | 26 | 100 | 5 rGB: 142 | 153 | 22 hEX: #8E9916

PMS: 450 CMyk: 57 | 38 | 100 | 19 rGB: 109 | 117 | 16 hEX: #6d7510

PMS: 421 CMyk: 0 | 0 | 0 | 26 rGB: 191 | 186 | 175 hEX: #BFBAAF

Black

White

PrintThe process color (CMyk) percentage formulas specified are ShopperTrak’s preferred breakdowns and match those specified by PANTONE, Inc. in PMS values. They have been chosen to achieve the simplest and best possible match for each color.

Web and MobileThe rGB and hex color values nominated here are websafe colors. It is possible to achieve a closer match using non-websafe percentages for the PMS colors referenced.



Words don’t just hold meaning; they communicate by their very form. Tying well-designed words via typography with the ShopperTrak brand enhances the user experience and unifies the appearance of communications to convey the personality of the ShopperTrak brand.

The fonts used in documents and electronic communication should remain consistent with the logo to promote unity and complement the recommended style and branding elements.

Primary TypefaceSource Sans Pro has been chosen as the new corporate typeface for ShopperTrak. Its modern, clear and legible design reinforces the classic and stable attributes of the ShopperTrak brand. designed by Adobe, it is a completely free and open source font and should come with all the Adobe Products.

Designing for the web: download the hosted version through: http://www.google.com/fonts/specimen/Source+Sans+Pro

Designing locally or for print/presentations: download a free version from: http://store1.adobe.com/cfusion/store/html/index.cfm?event=displayFontPackage&code=1959

or

http://sourceforge.net/adobe/sourcesans/wiki/home/

Alternate TypefaceIn digital/electronic communications where Source Sans Pro is not available, then Segoe uI typeface should be substituted.

Legibility

All text should be set to a minimum size of 8 pt to ensure legibility. The color of all text should be carefully considered to ensure that there is sufficient contrast against the background.

Bulleted TypeWhen using a bulleted list, the bullets themselves should be square to mimic the squares in the ShopperTrak logo. Example:

Bullet item 1

Bullet item 2

Bullet item 3

1.6 Typography & Usage

Source Sans Pro LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Source Sans Pro SemiboldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Source Sans Pro RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Source Sans Pro BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

Text UsageIt is important to also maintain consistency when writing the brand name. unless the entire line of copy is in all caps, ShopperTrak should be written as all one word with two capital letters (uppercase “S” and “T”). It should not be italicized and never split into two words. The following are examples of the designated uses and non-uses of the ShopperTrak name in copy.

ShopperTrak is the leading global provider of shopper insights and analytics. – CorrECT

SHOPPERTRAK IS THE LEADING GLOBAL PROVIDER OF SHOPPER INSIGHTS AND AnAlyTICS. – CorrECT

Shoppertrak is the leading global provider of shopper insights and analytics. – InCorrECT

ShopperTrak is the leading global provider of shopper insights and analytics. – InCorrECT

shoppertrak is the leading global provider of shopper insights and analytics. – InCorrECT

Shopper Trak is the leading global provider of shopper insights and analytics. – InCorrECT



2.0Trademarks & Copyrights

“Trademark” is a word, name or symbol used by an entity, such as ShopperTrak, to distinguish its products from the products of other companies. Product names, slogan marks, logos and certification marks also fall under this definition. For the customer, a trademark is an assurance of consistent product quality. As an exclusive property right of the trademark holder, a trademark can be one of the owner’s most valuable assets.

ShopperTrak’s trademarks, service marks and logos represent intellectual property rights owned by ShopperTrak and as such are valued assets of ShopperTrak. They are protected in the u.S. and internationally, and may not be used without written permission.

ShopperTrak’s trademarks (registered or unregistered) must be used properly. Follow these trademark guidelines when using ShopperTrak trademarks in internal and external communications, documents and electronic messages.

do not incorporate ShopperTrak’s trademarks or logos into any other product names, service names, trademarks, logos or company names. The look and feel of ShopperTrak’s trademarks, website or product line should not be copied or replicated by any third-party. unless expressly permitted, ShopperTrak trademarks or any variant should not be bid on as key words on any web-based search engine.

If, while using this style guide, you still have questions on individual trademarks and copyrights, please contact ShopperTrak General Council for assistance.

2.0 Trademarks & Copyrights

Registered TrademarksTo preserve its reputation and protect its trademarks, ShopperTrak diligently guards against any violation of its trademarks. The ® symbol can only be used for federally and internationally registered marks. The ™ symbol should be used for unregistered marks or marks where the trademark application is pending. The use of the ™ symbol is important because it puts potential competitors on notice that ShopperTrak is using the mark as trademark for goods and/or services. The ™ symbol should never be used for registered trademarks.

The ® and ™ symbols only need to appear once in a document, usually at the first use within the document or publication, however you can use the symbol more often if the context lends itself.

ShopperTrak’s registered trademarks and servicemarks are:

Fastlane® Flash Traffic® orbit® Retail Traffic Analyzer® ShopperTrak® ShopperTrak Power hours® ShopperTrak Retail Traffic Index® ShopperTrak Vantage Point® InsideTrak™

The only uS trademark application pending is for InsideTrak™.

CopyrightA copyright notice should be added to websites and any collateral (presentations, brochures and sales literature), newsletters (print and electronic), guides and web pages, and should include the year the material was last published.

For the copyright, use the copyright symbol © or the word “Copyright,” the year of first publication and the owner’s name. Including “All rights reserved. ShopperTrak is a registered trademark.” with the © or copyright notice is an approved use. Samples of approved copyright notices:

© 2014 ShopperTrak © 2014 ShopperTrak rCT CorporationCopyright 2014 ShopperTrakCopyright 2014 ShopperTrak rCT CorporationCopyright 2014 ShopperTrak rCT Corporation. All rights reserved.©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered trademark.

The © or copyright notice should appear on the last page of multi-page documents, or at the bottom of single-page material. Copyright placement examples include:

Brochures and Sales literature: At the bottom of the back cover or the back page, or bottom of a single page

Advertising: At the bottom of the page

Newsletters/e-Newsletters: With the editorial staff information

Websites and Mobile: At the bottom of each web or mobile page



3.0Images & Icons

Photography/imagery and icons are the final component in the ShopperTrak visual identity.

Photography and imagery add emotion and a human element to the overall corporate brand, while helping to communicate information or target a specific audience group. Because of the important roles they play, photography and imagery must adhere to the guidelines in this section.

The ShopperTrak image bank contains a selection of approved photography that can be used to enhance communications. For reproduction purposes, always use the approved versions of the ShopperTrak images. When placing an image, the ShopperTrak preferred style is to artistically crop images so as to remove models’ faces from looking directly at cameras. See examples to the right.

For visual effect, transparent color overlays can be placed on images similar to the cover and transition slides found in this Guide. let the following serve as recommendations for how to use overlays:

overlays should always be solid colors. Shopper blue should be used as the primary color of any

overlays, followed by the secondary shades of blue. For very specific items and situations, the ShopperTrak green and the secondary shades of green can be used. Use 100% color saturation with an applied multiply design filter

to ensure that images are not completed blocked by overlays.

Images that are used in printed materials should be reproduced at print quality or 300 DPI at 100%. DPI stands for “dots per inch” and is a measure of the resolution of the image (higher dPI represents a higher resolution image). Images for web and mobile use should be reproduced at 72 dPI at 100%.

If, while using this brand identity guide, you still have questions on the ShopperTrak Image Bank or approved icons, please contact ShopperTrak Marketing for assistance.

ImagesBelow is a sampling of some of the approved ShopperTrak images. To gain access to the ShopperTrak image bank, please contact ShopperTrak Marketing for assistance.

IconsBelow is a sampling of some of the approved ShopperTrak icons. To gain access to the ShopperTrak icon bank, please contact ShopperTrak Marketing for assistance.

Before Cropping

Before Cropping

After Cropping

After Cropping

Perimeter Analytics Traffic

Interior Analytics Conversion

Performance Analytics Transaction Size

3.0 Images & Icons



Solutions: Profit Pillars:

4.0Email Signature

Properly formatted personal identifiers such as email auto-signatures provide a consistent and professional look, both internally and externally. The consistent treatment of these pieces will support the effective use of ShopperTrak’s brand.

The use of logos within the signature is against policy, whether they are corporate-approved logos or non-approved logos and animations. Images needlessly increase the size of data being transmitted and don’t readily download when being viewed using outlook. The disclaimer language should be included at the bottom of each email signature.

Colors used in the email signature are ShopperTrak blue, ShopperTrak green and gray. The font is Segoe uI and the size is 10pt.

ShopperTrak Blue: rGB: 58 | 117 | 196

ShopperTrak Green: rGB: 147 | 153 | 4

Gray: rGB: 128 | 128 | 128

Email Don’ts No logos unless first approved

no taglines or slogans

no environmental messages

no script fonts

no social media icons or logos

no background images or patterns

4.0 Email Signature

An example of a properly formatted email auto signature is provided below:

NameTitleShopperTrak Chicago USAO: XXX.XXX.XXXX | M: [email protected] | @shoppertrakwww.shoppertrak.com

CONFIDENTIALITY AND SECURITY NOTICE The contents of this message and any attachments may be privileged, confidential and proprietary and also may be covered by the Electronic Communications Privacy Act. If you are not an intended recipient, please inform the sender of the transmission error and delete this message immediately without reading, disseminating, distributing or copying the contents. ShopperTrak makes no assurances that this e-mail and any attachments are free of viruses and other harmful code. Please contact ShopperTrak at 312-676-8222 or email [email protected] if you need assistance.



5.0Contact ShopperTrak

If, while using this style guide, you still have questions on individual elements or the way ShopperTrak communications can be used, please contact ShopperTrak Marketing for assistance in the following regions:

U.S. & the AmericasShopperTrak 233 South Wacker drive, 41st Floor Chicago, Il 60606 uSA +1.312.529.5300 [email protected]

Europe & Middle EastShopperTrak St John’s Court Easton Street high Wycombe, Buckinghamshire, hP11 1JX united kingdom [email protected]

Asia PacificShopperTrak China Suite 1103-05, no. 4th. Excellence Century Tower Third Fuhua road, Futian district Shenzhen, Guangdong P.r. China 518000 [email protected]

5.0 Contact ShopperTrak



©2014 ShopperTrak. All rights reserved. ShopperTrak is a registered trademark.

ShopperTrak brand guidelines

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