Page 1

VERSION 1.0

Brand Bible

September 15, 2000

1


VERSION 1.0

Table of Contents Brand Personality 4 5 6 7 8 9

Success Drivers Audience Position Attributes Functional Benefits Emotional Benefits

Brand Articulation 11 12 13 14 15 16 17 18 19

Logo and Icon Logo and Icon Usage Logo and Icon Spot Color Separations Color Palette Type Type Usage Key Words Copywriting Tone and Manner Tagline/Headline Ideas

Marketing Tools 21 22 23 24 25

Letterhead Envelope Business Card Presentation Folder Production Specifications

Advertising Conceptual Guide 27

“US Teaser’ Online Banner Ad Concept

28

“Global Teaser” Online Banner Ad Concept

29

“US Teaser” Print Ad Concepts

30

“Global Teaser” Print Ad Concepts

31

“Alternative Teaser” Print Ad Concepts

32

“Learning Tools” Print Ad Concepts

33

“International Fare” Print Ad Concepts

34

“News Media” Site Re-Launch Direct Mail Concept

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VERSION 1.0

Brand Personality

3


BRAND PERSONALITY

Success Drivers What will make the StockHouse.com brand successful?

Uniqueness Sophistication Recognition Memorability Adaptability Timelessness 4


BRAND PERSONALITY

Audience

Primary

Ace Investor, Ace Investor Follower and Get-Rich-Quicker

Secondary

Novice Equity Investor and Professional Women

5


BRAND PERSONALITY

Position StockHouse.com is where the world comes to take their investing to the next level, due to the global nature of its presence and content, and its universal, unmatched breadth and depth of information, for investors at all levels.

6


BRAND PERSONALITY

Attributes • Easy to navigate • Easy to understand • Fast • Timely • Efficient • Cutting-edge • Smart • Communicative • Trustworthy • Established • Knowledgeable • Dynamic • Insightful • Value-added

7


BRAND PERSONALITY

Functional Benefits StockHouse.com is “home� to savvy global investors. This online community is a trusted place to communicate with your peers -- and people you emulate -- in conducting research, getting news and sharing opinions. A one-stop resource, users find the latest global stock quotes, intelligence and investment news, with minimal effort and maximum confidence.

8


BRAND PERSONALITY

Emotional Benefits StockHouse.com inspires confidence in its web site, its content, its contributors and its e-partners, so that users will never have to seek out alternate investing information resources. They simply place their trust in StockHouse.com -- the only place to go when you want all the information, 24/7, and you can’t waste time searching for it.

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VERSION 1.0

Brand Articulation

10


B R A N D A R T I C U L AT I O N

Logo and Icon

Full URL Logo

Abridged Brand Icon

11


B R A N D A R T I C U L AT I O N

Logo and Icon Usage

Logo A B&W or one color only. Recommended color is black.

Logo B Two Color Version Pantone Spot Colors: To be used when printed professionally. Spot colors are Black and Pantone 368.

Icon A B&W or one color only. Recommended color is black.

Icon B Two Color Version Pantone Spot Colors: To be used when printed professionally. Spot colors are Black and Pantone 368.

Pantone 368 Hex (WebSafe): #66CC33 R: 89 C: 65 G: 177 M: 0 B: 36 Y: 100 K: 0 Black (70%) Black (100%)

12


B R A N D A R T I C U L AT I O N

Logo and Icon Spot Color Separations This page is to indicate how a color separation would occur on a spot color separation.

Pantone 368 This is the Pantone 368 color plate. The top “arrow frame” should always be 100% Pantone 368.

Black This is the Black plate. The word “StockHouse” should be 100% Black.

70% Black This is the 70% Black plate. The phrase “.com” should be 70% Black. 13

Color Composite This is how the logo should look when finished color printing.


B R A N D A R T I C U L AT I O N

Color Palette Pantone

RGB

368

R G B

89 177 36

CMYK

WebSafe

C M Y K

#66CC33

65 0 100 0

Brand Identifier Black 368

Secondary Support Colors (Vibrant jewel tones with strong luminesence)

Pantone

RGB

199

R G B

Pantone

RGB

3965

R G B

Pantone

RGB

1655

R G B

Pantone

RGB

246

R G B

Pantone

RGB

273

R G B

Pantone

RGB

313

R G B

250 0 44

232 238 25

254 90 23

174 24 136

17 12 121

21 131 156

CMYK

WebSafe

C M Y K

#CC0033

0 100 65 0

CMYK

WebSafe

C M Y K

#FFCC00

9 0 100 0

CMYK

WebSafe

C M Y K

#CC6633

0 65 87 0

CMYK

WebSafe

C M Y K

#993399

30 91 0 0

14

CMYK

WebSafe

C M Y K

#333366

100 94 0 6

CMYK

WebSafe

C M Y K

#009999

100 0 6 18


B R A N D A R T I C U L AT I O N

Type Offline Typefaces Use Franklin Gothic Heavy for headings for print. Univers 47 Light Condensed for print body copy.

ITC Franklin Gothic Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghIjklmnopqrstuvwxyz 0123456789!@#$%^&*( )-+='?" Univers 47 Condensed Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghIjklmnopqrstuvwxyz 0123456789!@#$%^&*( )-+='?"

Online Typefaces Use Arial (regular, bold & black) and Times Roman (regular& bold) for headings and body copy for web applications.

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghIjklmnopqrstuvwxyz 0123456789!@#$%^&*( )-+='?" Times Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghIjklmnopqrstuvwxyz 0123456789!@#$%^&*( )-+='?"

15


B R A N D A R T I C U L AT I O N

Type Usage Headlines (Offline - Franklin Gothic Heavy)

Headlines (Online - Arial Black)

This copy is set too tightly.

This copy is set too tightly.

T h i s c o p y i s s e t t o o l o o s e l y.

T his copy is set too loosel y.

This copy is set just right.

This copy is set just right.

Subheads (Offline - Franklin Gothic Demi)

Subheads (Online - Arial Bold)

This copy is set too tightly.

This copy is set too tightly.

This copy is set too loosely.

This copy is set too loosely.

This copy is set just right.

This copy is set just right.

Body Copy (Offline - Unvers 57 Condensed)

Body Copy (Times New Roman)

This copy is set too tightly.

This copy is set too tightly.

T h i s c o p y i s s e t t o o l o o s e l y.

T h i s c o p y i s s e t t o o l o o s e l y.

This copy is set just right.

This copy is set just right.

Bullets (Offline - Unvers 57 Condensed Italic)

Bullets (Times New Roman Italic)

This copy is set too tightly.

This copy is set too tightly.

T h i s c o p y i s s e t t o o l o o s e l y.

T h i s c o p y i s s e t t o o l o o s e l y.

This copy is set just right.

This copy is set just right.

16


B R A N D A R T I C U L AT I O N

Key Words When referring to the StockHouse.com brand, these words will help communicate our unique value proposition and extend the value of our brand equity. Accessible Aggressive Anticipates Bravado Communicative Community Comprehensive Connected Content-rich Convenient Creative Current Cutting-edge Dependable Diversification Due Diligent Easy-to-navigate/ easy-to-understand Enlighten Expertise Extensive Forecast Functional Fundamentals Global

Gratifying Helpful Hot Stock Tips Insightful Intelligence One-Stop Organized Professional Prompt Quality Research Risk Assessment Savvy Seasoned Sharing Smart Sophisticated Spectrum Street-smart Successful Timeless Up-to-the-minute Welcoming World-wide

17


B R A N D A R T I C U L AT I O N

Copywriting Tone and Manner As technology progresses to even greater heights of access, reach and efficiency, it becomes increasingly important that StockHouse.com feature interesting, relevant content, presented in a concise, user-friendly and impactful manner. As our audiences are faced with many forms of communication every day, making instant value judgements as to which messages to read and which to ignore, StockHouse.com must stand out from the crowd. The headlines and copy passages that follow in this book are examples of the StockHouse.com copy tone and manner.

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B R A N D A R T I C U L AT I O N

Tagline/ Headline Ideas Traditional

Alternative

What the world is coming to.

More bull. Less bullshit.

All things to some investors.

Because poverty sucks.

International investing intelligence.

One life. One fortune. Don’t waste it.

Global knowledge is financial power.

It’s easier to win when you know how to play the game.

World-wise wealth.

Speaking your language. On your terms.

Your world-wide watch.

Where else would you go?

The global stock watch. Your global investment home. All you need to know.

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VERSION 1.0

Marketing Tools

20


MARKETING TOOLS

Letterhead

372 Bay Street 7th Floor Toronto, Ontario M5H2R3 Canada 416-862-9222

21

Contact Corporate Marketing for the QuarkXPress digital file.


MARKETING TOOLS

Envelope

#10 Envelope (Front)

372 Bay Street 7th Floor Toronto, Ontario M5H2R3 Canada

22

#10 Envelope (Back)

Contact Corporate Marketing for the QuarkXPress digital file.


MARKETING TOOLS

Business Card

Front

372 Bay Street 7th Floor Toronto, Ontario M5H2R3 Canada Christos Livadas Executive Vice President

416-862-9222 Back

Contact Corporate Marketing for the QuarkXPress digital file.

23


MARKETING TOOLS

Presentation Folder

24

Contact Corporate Marketing for the QuarkXPress digital file.


MARKETING TOOLS

Production Specifications Paper Stock Coated: For printed promotional materials, including brochures, presentation folders, greeting cards and targeted direct mail pieces where a glossy effect is desired, specify a number one (#1) gloss coated sheet. When a thicker sheet is desired, specify cover weight. For conventional printing, specify text weight. Uncoated: For more common, recurring printed materials, like singlesheet direct mail pieces that multi-fold to postal regulation size, newsletters, or data sheets, specify an eighty-pound (80#) or hundred-pound (100#) bright white offset sheet. Pantone Ink Colors Pantone 368 Black

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VERSION 1.0

Advertising Conceptual Guide

26


ADVERTISING CONCEPTS

“US Teaser” Online Banner Ad Concept

Mousing for a million?

Banking on a billion?

27

Start here.


ADVERTISING CONCEPTS

“Global Teaser” Online Banner Ad Concept

Make your banker soil his knickers.

28


ADVERTISING CONCEPTS

“US Teaser” Print Ad Concepts

World-wise wealth.

All things to some investors.

What the world is coming to.

29


ADVERTISING CONCEPTS

“Global Teaser” Print Ad Concepts

International investing intelligence.

Global knowledge is financial power.

30


ADVERTISING CONCEPTS

“Alternative Teaser” Print Ad Concepts

More bull. Less bullshit.

Because poverty sucks.

31


We can well remember how it was when we learned about global investing. We’ll be gentle. Promise.

ADVERTISING CONCEPTS

We’ll show you the light … without blinding you.

“Learning Tools” Print Ad Concepts Headline We’ll show you the light …without blinding you. Copy We can well remember how it was when we learned about global investing. We’ll be gentle. Promise. Logo StockHouse.com

We’ll give you up-to-the-minute global market intelligence, and tools to put it to good use. The road you travel is up to you.

We’ll point you in the right direction … without taking you for a ride.

Headline We’ll point you in the right direction … without taking you for a ride. Copy We’ll give you up-to-the-minute global market intelligence, and tools to put it to good use. The road you travel is up to you. Logo StockHouse.com

We deliver localized views and hot stock picks of global markets, nice and easy. We want you in an ivory tower, not a loony bin.

We’re global local … not global loco.

32

Headline We’re global local …not global loco. Copy We deliver localized views and hot stock picks of global markets, nice and easy. We want you in an ivory tower, not a loony bin. Logo StockHouse.com


ADVERTISING CONCEPTS

“International Fare” Print Ad Concepts Succulent, rich, often a wonder to behold. Oh, yeah, the fish is good, too.

Headline For awesome sushi, you can’t beat Japan. And their consumer electronic stocks aren’t so bad either.

For awesome sushi, you can’t beat Japan. And their consumer

Copy Succulent, rich, often a wonder to behold. Oh, yeah, the fish is good, too.

electronic stocks aren’t so bad either.

Logo StockHouse.com

In Europe, fried foods in moderation are fine. Fried industrial sectors are not. Know the buzz.

If you think their fish ’n chips are tasty, wait until you sink your teeth into some UK oil stocks.

33

Headline If you think their fish ‘n chips are tasty, wait until you sink your teeth into some UK oil stocks. Copy In Europe, fried foods in moderation are fine. Fried industrial sectors are not. Know the buzz. Logo StockHouse.com


ADVERTISING CONCEPTS

“News Media” Site Re-Launch Direct Mail Concept

CH K SEAR STOC LOGIN

FOLIO PORT

NING LEAR

S TOOL

AD

1

FOLIO MY PORT BULL

DS BOAR

AD

2

NEWS ETS AL MARK res GLOB > HOME HEREilia e Featu AREAustra Hous YOU AU a Stock iew sit CA CanadKong ive Intervv dolorr Exclus ipsum ts Hong HK Marke Loremconsectetue sed diam The amet, ing elit, JP Japan +40 AQ 3,000 ore m adipisc NASD SI Singap+35 Picks Kingdo ntum dolor sit 10000 r UK United States Mome ipsum DJIA Loremconsectetue United-12 sed diam US 3,000 amet, ing elit, S&P adipisc is +20 sit 3,000 ical Analys dolorr 300 Techn ipsum TSE -65 Loremconsectetue 4,000 sed diam amet, ing elit, CONX t adipisc Repor Stone sit dolorr Mark The ipsum Loremconsectetue sed diam amet, ing elit, s News ards adipisc What’ BullBo The dolor sit al r Across ipsum Nation Loremconsectetue sed diam tional amet, ing elit, Interna adipisc m l ent.codolor sit Globa r Investmipsum l Loremconsectetue Politica sed diam amet, ing elit, s adipisc Bull Board IPOs

AD

AD

AD sed diam m ing elit, aliqua tation r adipisc magna d exerci quat. es t dolorenostru conse Stori rce consectetue odo esse laoree , quis Top Cut Workfoamet, nt ut veniam ea comm ate velit ex m To dolor sit tincidu s at vero vulput Infiniu ipsum euismod ad minim ut aliquiprit in nulla facilisi t Lorem my nibhUt wisi enim s nislin hendre at. it lobortidolor eu feugia nonum volutp dolore iriure erat orper suscip vel eum vel illum ullamc quat, autem Duis tie conse moles

AD

3

4

5

6

ews Intervi ts Marke ology Techn Us About

Easy to look at.

Impossible to ignore.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidu

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidu

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34 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidu

STOCK SEARCH PORTFOLIO LOGIN

GLOBAL MARKETS

NEWS

BULL BOARDS

MY PORTFOLIO

LEARNING TOOLS

YOU ARE HERE > HOME AU Austrailia CA Canada The Markets HK Hong Kong

AD 1 StockHouse Features

JP Japan NASDAQ 3,000 +40 Exclusive Intervview SI Singapore Lorem ipsum dolor sit DJIA 10000 UK United+35 Kingdom amet, consectetuer US United-12 States adipiscing elit, sed diam S&P 3,000

Hard to resist.

TSE 300

3,000 +20

CONX

4,000

What’s News

-65

AD 2

Momentum Picks Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

photo

International Global

AD 3

Technical Analysis Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

National

AD 4

The Mark Stone Report Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

Political Bull Boards IPOs

Across The BullBoards Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

Interviews Markets Technology About Us

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidu

Investment.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

Top Stories

AD 5

Infinium To Cut Workforce Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero

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AD 6

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Profile for Larry Spada     The Brand is Everything

Financial Digital Business Brand Book  

A comprehensive brand launch handbook for this first Canadian go-to-market digital financial enterprise.

Financial Digital Business Brand Book  

A comprehensive brand launch handbook for this first Canadian go-to-market digital financial enterprise.

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