Shazam Brand Book & Identity Guidelines

IDENTITY GUIDE 2015 | v 1.1

WELCOME TO SHAZAM We help connect you to the world around you. Inside our identity guide you’ll find the images we use, the colors we choose, our logos, words and best practices.

Each has a specific role to play, but the real magic happens when they’re all used together. The following pages will help you understand our brand, what it stands for and how to express it in the best possible way.

2.

IDENTITY GUIDE

CONTENTS Take a look inside Shazam’s Identity Guide

INTRODUCTION Welcome

INCORRECT USE The no-nos

CONTENTS

TYPOGRAPHY Typography Application Examples

LOGOS Masterbrand Logo Logo Clearspace Masterbrand Lockup Lockup Clearspace Vertical Lockup Vertical Lockup Clearspace Monochromatic Alternative Logo Alternative Logo - In App PARTNER LOGOS Partner Logos Partner Lockups

COLOR Shazam Blue Shazam Gradient Secondary Palette Neutrals & Copy TONE OF VOICE Shazam’s Voice What We Are/What We’re Not

VISUAL TREATMENTS Shazam Rings Application Incorrect Use

CONTACTS Design & Marketing Contacts

SOCIAL IDENTITY Marketing Product Charts & Franchises ON SCREEN Commercials TV Shows YouTube HOW WE LOOK Product Examples Brand Application Examples

3.

LOGOS

IDENTITY GUIDE

MASTERBRAND LOGO The primary logo is our frontman.

- First way to signify our presence in the world - Used in consumer and business facing materials whenever possible as the first port of call - Our clearest visual signpost in the app scene and tech universe - Works on dark and light backgrounds for print and digital both digital formats - Do not reproduce the Shazam logo - Use the official assets provided at brandfolder.com/shazam Pretty please with Shazams on top.

5.

IDENTITY GUIDE

LOGO CLEARSPACE - Keep the area around the logo relatively clear - Minimum clearspace: 1/3 of the logo’s width - No other logos, type, or other graphic elements should infringe on its space Sizing Scale and proportion are determined by the available space, aesthetics, function, and visibility. There is no maximum size for the Shazam logo.

Biggie would have loved us.

Digital Print

40px height minimum 0.4 inches height minimum

6.

IDENTITY GUIDE

MASTERBRAND LOCKUP Sometimes our primary logo needs a hand to get our message across.

- The Masterbrand Lockup is for corporate communication and presentations, or when Shazam appears alongside other world-based company logos - Elements of the Lockup are fixed and must not be re-proportioned, redrawn, or modified Otherwise, we will send men in black suits to your desk.

LOGO

WORDMARK

7.

IDENTITY GUIDE

LOCKUP CLEARSPACE Minimum clearspace: 1/2 of the logo’s height.

Sizing

Digital Print

40px height minimum 0.4 inches height minimum

Recommended clearspace

8.

IDENTITY GUIDE

VERTICAL LOCKUP Having width issues with the Masterbrand Logo?

Vertical Lockup to the rescue. But use it sparingly.

There can only be one hero.

9.

IDENTITY GUIDE

VERTICAL LOCKUP CLEARSPACE Minimum clearspace: 1/3 of the lockup’s width.

Sizing

Digital Print

100px height minimum 1 inch height minimum

10.

IDENTITY GUIDE

MONOCHROMATIC Use the Monochromatic Logo and Lockup when you need to go old-school because full color versions can’t be used.

Don’t apply a solid background color to the Masterbrand Logo. Switch it out for a 30% white fill.

The Family

11.

IDENTITY GUIDE

ALTERNATIVE LOGO Shazam after dark.

- A darker blue variant of the Shazam logo makes the listening button stand out - Use this mysterious-looking fella for marketing materials when no other options suffice - Check the contacts at the end of this document for clarification

12.

IDENTITY GUIDE

ALTERNATIVE LOGO IN APP Please do not recreate the listening screen visual.

Refer to brandfolder.com/shazam for all the usable assets you could possibly imagine.

13.

PARTNER LOGOS

Lockup Relationships

IDENTITY GUIDE

PARTNER LOGOS Shazam bands together with lots of companies. Use your best judgment when selecting which format to implement.

Horizontal Logo Relationships For horizontal or type-based partner logos, use the Masterbrand Logo, match heights, and separate with a clearspace equal to half the height of the lockup.

Vertical Logo/Logo Only Relationships For vertical or graphic-based partner logos, use the Masterbrand Logo, match heights, and separate with a clearspace equal to a third of the height of the lockup.

15.

Horizontal Lockup Relationships

IDENTITY GUIDE

PARTNER LOCKUPS When you need extra sizzle, partner logos can be paired with Shazam’s Lockups.

Aight? Aight.

Horizontal Lockup Relationships Vertical Lockup Relationships

For horizontal or type-based partner logos, use the Masterbrand Lockup, match heights, and separate with a clearspace equal to half the height of the lockup.

Vertical Lockup Relationships For vertical or graphic-based partner logos, use the Vertical Lockup, match heights, and separate with a clearspace equal to a third of the height of the lockup.

16.

INCORRECT USE

IDENTITY GUIDE

INCORRECT USE Don’t alter the gradient

Don’t pick your own colors

Don’t outline

The no-nos.

Keep our Logo and Lockup consistent throughout communications. Here are ways they shouldn’t appear.

These rules apply to all variants of our marks. The examples opposite are just for visual representation.

Don’t rotate

Don’t skew or shear

Don’t add any effects

Don’t use the wordmark by itself

Don’t use the old logo

Don’t use the old, old logo!

18.

IDENTITY GUIDE

INCORRECT USE Don’t make the mark smaller

Don’t make the mark bigger

Don’t extend the gradient

More no-nos.

These rules apply to all variants of our marks. The examples opposite are just for visual representation.

Don’t change spacing

Don’t switch the order

Don’t recreate using different fonts

Don’t create co-brand lockups

Don’t switch out a letter for the logo

Don’t make your own logo

19.

IDENTITY GUIDE

INCORRECT USE Don’t remove the white from the logo.

Don’t place on random background colours.

Don’t place on cluttered background images.

Even more no-nos.

These rules apply to all variants of our marks. The examples opposite are just for visual representation.

Don’t outline the logo.

Don’t invert the lockup.

Use the monochrome version.

Don’t crop the logo - make sure to respect clearspace guidelines.

Don’t add graphics or special effects...

...Really. Please don’t add them.

Don’t add any legacy components.

20.

TYPOGRAPHY

Nexa Thin

Nexa Light

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

0123456789

Nexa Book

Nexa Bold

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

0123456789

Nexa Heavy

Nexa Black

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

0123456789

IDENTITY GUIDE

TYPOGRAPHY Empowering, bold, authentic, geometric, Nexa mirrors the passion of music discovery and should be used when designing or marketing Shazam.

Don’t mix it with other fonts. They’ll get jealous.

abcdefghijklm 22.

TAP INTO MAGIC m

IDENTITY GUIDE

TYPOGRAPHY APPLICATION Meet the gang.

Headlines - Nexa Black, uppercase, ranged left - Leading is -10% of the heading point size – when the point size of the text is 40pt the leading becomes 40 minus 10% (4pt) which equals 36pt.

- Tracking is -20 (Adobe packages) Body Copy - Nexa Book, sentence case, ranged left - Leading is +50% of the paragraph point size – when the point size of the text is 12pt the leading becomes 12 plus 50% (6pt) which equals 18pt - Tracking is -20 (Adobe packages)

23.

YO. I’M A HEADLINE AT 24PT WITH -20 TRACKING AND 21.6PT LEADING. I’m the body copy sitting nicely at 12pt with -20 tracking and +50% leading (18pt).

I’M THE BIG BROTHER. 40PT WITH -20 TRACKING AND 36PT LEADING. ...and I’m the body copy sitting nicely at 20pt with -20 tracking and +50% leading (30pt).

24.

COLOR

IDENTITY GUIDE

COLOR SHAZAM BLUE Shazam Blue is energetic like all of us.

#0088FF RGB

0, 136, 255

- Use it for all hero statements - Contrast it with white space Remember the code...

Double Zero, Double Eight, Double F. You’ll need it.

CMYK

100, 47, 0, 0 PMS

3005 C

26.

IDENTITY GUIDE

COLOR SHAZAM GRADIENT #00AAFF Beautiful. No matter what they say.

- Used in our Masterbrand Logo and marketing communications - Apply the gradient using our Adobe swatch It’s...

- Linear at 90 degrees - #00AAFF at 100% - #2255FF at 0 - 100% opacity

#2255FF

It’s not...

- Fun to list those things

27.

IDENTITY GUIDE SHAZAM TANGERINE

#FFAA00 255, 170, 0 0, 33, 100, 0 1375 C

SHAZAM ORANGE

#FF7700 255, 119, 0 0, 53, 100, 0 1585 C

SHAZAM GRAPE

#9911AA 153, 17, 170 10, 90, 0, 33 2592 C

SHAZAM CHERRY

#CC2288

Music tastes are varied and so is our palette.

Use it sparingly to lock up artist photography with our brand as overlay or background for copy.

204, 34, 136 0, 83, 33, 20 226 C

SHAZAM STRAWBERRY

SHAZAM LIME

255, 0, 51 0, 100, 80, 0 185 C

170, 221, 34 23, 0, 85, 13 375 C

#FF0033

COLOR SECONDARY PALETTE

#AADD22

28.

IDENTITY GUIDE SHAZAM NEAR BLACK

#242424 36, 36, 36 0, 0, 0, 86 Black 6 C

SHAZAM DARK GRAY

#646464 100, 100, 100 0, 0, 0, 61 Cool Gray 11 C

SHAZAM LIGHT GRAY

#E4E4E4 228, 228, 228 0, 0, 0, 11 Cool Gray 3 C

SHAZAM NEAR WHITE

#F4F4F4 244, 244, 244 0, 0, 0, 4 Cool Gray 1 C

COLOR NEUTRALS & COPY These neutral colors help Shazam Blue sing.

- Convey tone and contrast between all colors and components on the page - Copy should be legible The palette is carefully selected.

Plus, the numbers are easy to remember.

SHAZAM MID GRAY

#949494 148, 148, 148 0, 0, 0, 42 Cool Gray 8 C

29.

TONE OF VOICE

SHAZAM’S VOICE Think of Shazam as your friend who knows a lot about music, TV and those cool tidbits from the world around you. When we speak, we keep the talk to a minimum, relate like a human, are conversational, full of surprise and delight.

31.

WHAT WE ARE

WHAT WE’RE NOT

Fun

Boastful

Innovative

Corporate

Ambitious

Condescending

Empowering

Passive

Personalized

Mean-spirited

Insightful

Utilitarian

Trustworthy

32.

VISUAL TREATMENTS

IDENTITY GUIDE

VISUAL TREATMENTS SHAZAM RINGS If you like it then you should put a ring on it.

Sparingly.

The Shazam Rings are inspired from the listening animation in our apps. They play a small role in our visual identity system.

They’re used either as a texture in marketing assets or to highlight the listening button.

34.

Shazam Hero Gradient

Listening Rings (Untreated)

IDENTITY GUIDE

VISUAL TREATMENTS SHAZAM RINGS APPLICATION The rings can be applied to Shazam’s hero gradient using Adobe’s Soft Light blend mode in all graphics packages.

Refer to the original assets from brandfolder.com/shazam Application (with alternative Shazam logo)

You may alter the size and position of the rings depending on how much vibrancy your texture requires. Never alter the angle or ungroup the layers.

On occasion, the rings may also be applied to the colors in our secondary palette.

35.

IDENTITY GUIDE

VISUAL TREATMENTS SHAZAM RINGS INCORRECT USE What not to do.

Don’t apply the Masterbrand Logo on the Shazam Rings

Don’t treat the Shazam Rings differently or use a legacy version

The simplest advice would be to always download and use the official vector files from brandfolder.com/shazam

Don’t apply leaving a gap where the logo should sit

Always apply with the alternative logo or as an abstract texture

36.

SOCIAL IDENTITY

IDENTITY GUIDE

SOCIAL IDENTITY MARKETING Across our social touchpoints, we use colorful spotlights to contrast imagery.

The spotlight evokes a sense of excitement. It helps you lockup artwork with clear calls to action.

- Lockup all images with the Shazam Monochrome Watermark (or logo when the background is too bright) - Color spotlights according to artist/star photography and only use colors from our official palettes - Set spotlights to 90% opacity and center copy - Do not obscure talent photography Download the templates over at brandfolder.com/shazam

38.

IDENTITY GUIDE

SOCIAL IDENTITY PRODUCT Product marketing is key to any launch campaign at Shazam.

When promoting apps and features, we focus on two visual strategies: - Highlight the feature or interface directly and explain the updates clearly - Use beautiful product photography to bring the apps and devices to life Download the templates over at brandfolder.com/shazam

39.

IDENTITY GUIDE

SOCIAL IDENTITY CHARTS & FRANCHISES To promote our key editorial franchises, we produce custom-made social cards.

The lockups on these cards remain consistent with our monochrome watermark, franchise title, and featured artist/album/chart.

Ensure lockups are centered horizontally against the canvas.

40.

ON SCREEN

IDENTITY GUIDE

ON SCREEN COMMERCIALS Shazam for TV is an integral part of our brand experience.

The Shazam Ident was developed to make viewers aware that a TV Commercial is instantly Shazamable for more content.

The Shazam Masterbrand Logo is omnipresent to encourage recognition, trust, and continuity. The positioning, device color, opacity and copy can be altered to fit comfortably with the spot brand.

For technical guidance and a comprehensive look at Shazam for Broadcast, download the Guidelines document on brandfolder.com/shazam

42.

IDENTITY GUIDE

ON SCREEN TV SHOWS Similarly on TV shows and across networks, partners can bring engaging second screen content to life by making broadcasts Shazamable.

Shazam animates in and can wipe to a simple watermark for the duration of the spot.

43.

IDENTITY GUIDE

ON SCREEN YOUTUBE YouTube is not just for cat videos and epic fails, it’s the home for a host of our franchises – from Sessions to Interviews and our #FeaturedByShazam series.

Visual identity on YouTube matches that of our social touchpoints. Videos are topped and tailed with beautifully animated idents which follow the form of: - Franchise title - Artist name - Track title - End card (more at Shazam.com) For broadcast-ready After Effects templates, speak to your Shazam contact.

44.

HOW WE LOOK

PRODUCT If you’re looking to promote the Shazam apps, we have several resources available. They should always be highlighted visually using imagery from brandfolder.com/shazam like so: - As a single shot - In multi-device lockups - In situ Do not to overlay logos, text, or other elements that detract focus.

Take a look at the following pages for a simple visual guide.

46.

BRAND APPLICATION So how does Shazam look in the real world when all of our brand elements come together? Consider the following pages a design benchmark. Clear, loud, pronounced, engaging, and rewarding – just like your favorite tune.

*The following pages are designed for illustrative purpose only.

50.

CONTACTS

IDENTITY GUIDE

MARKETING & DESIGN CONTACTS Patricia Parra Chief Marketing Officer patricia.parra@shazam.com Duncan Riley Associate Creative Director duncan.riley@shazam.com

All design resources are available and updated regularly at brandfolder.com/shazam

57.

Š Copyright Shazam Entertainment Limited 2015