Brand & Identity

A strong brand is a strategic asset, and when the brand is understood by both it’s employees and its customers, it inspires and guides both forward.

Each time someone engages with a brand, be it from their initial website visit, talking with an employee, or seeing a branded AdRoll waterbottle, their experience of the company grows. These perceptions of the company should be harmonious and build upon each other, resulting in a unifi ed journey for every person we reach, in every country we serve.


Overview

As the AdRoll business continues forward as the leading Retargeting and Prospecting platform - reaching new customers and advertisers worldwide - it is important that the AdRoll brand grows and adapts with it.

We want to ensure that the brand mimics the simplicity and ease-of-use of our products, and captures new customers while keeping our existing customers engaged. This Brand Guidelines packet will serve as a guide in implementing the AdRoll brand, both inside and outside the company walls.

Logos & Colors

A versatile and memorable brand logo works on a postage stamp and a billboard. It looks great online and offl ine. Combined with the brand color scheme, the two play a major role in informing viewers that they’re in AdRoll territory!


AdRoll Logotype

Our Logotype

The AdRoll logo is a friendly reflection of our company. As the key element of our visual identity, it stands for precision, performance, and innovation.

Its modern lines, bold colors, and playful curl embody everything that AdRoll represents. When we deliver on the promise of that logo, it tells customers that they can expect the same quality and consistency from our products and services.

Our Curl

The curl represents our culture and the fun side of AdRoll. It shines in applications like AdRoll’s social profile icon, stickers, and company stationery.

We use the curl as a small branding companion, when the AdRoll logo has already been clearly introduced. It’s meant to complement the AdRoll wordmark, not replace it.


Logotype Do's

Let both the logotype and the curl have some breathing room by allowing suffi cient padding around it’s perimeter. If you’re playing the logotype on top of a black background, feel free to use the Cyan/White version. Otherwise, it’s best to use the white variant.


Logotype Dont's

The logotype and curl are strong symbols of our brand and shouldn’t be modifi ed. This includes gradients, “squishing” or “lengthening”, and reducing the opacity of either element. Let them shine in their full, untainted beauty.


Color Standards

Our color pallete may be used in a variety of combinations, However, as a general rule, combinations using the primary color palette are the safest bet. Secondary colors may be used to reference one of our individual products, or to add eye-catching elements like buttons and highlights.

Primary Colors

#2C9FDD

CMYK

C100 M0 Y0 B0

RGB

R0 G174 B 279

HEX

#2C9FDD

#0086B2

CMYK

C84 M36 Y16 B0

RGB

R0 G135 B 179

HEX

#0086B2

#065F7C

CMYK

C93 M56 Y35 B13

RGB

R7 G96 B 125

HEX

#065F7C

#DBDCDE

CMYK

C0 M0 Y0 B15

RGB

R220 G221 B222

HEX

#DBDCDE

#808284

CMYK

C0 M0 Y0 B60

RGB

R128 G130 B133

HEX

#808284

#434244

CMYK

C0 M0 Y0 B89

RGB

R67 G67 B69

HEX

#434244

Secondary Colors


CMYK

C60 M0 Y26 B0

RGB

R89 G197 B 197

HEX

#57C4C6

#B34E9D

CMYK

C30 M83 Y0 B0

RGB

R180 G79 B158

HEX

#B34E9D

#6E4A9E

CMYK

C68 M83 Y0 B0

RGB

R110 G76 B 159

HEX

#6E4A9E

#FC5D56

CMYK

C0 M79 Y63 B0

RGB

R249 G94 B90

HEX

#FC5D56


Brand Assets

Logo

Curl

We use the curl as a small branding companion, when the AdRoll logo has already been clearly introduced. It’s meant to complement the AdRoll wordmark, not replace it.

Product Logos

Download All Assets

Brand Typography

The right typefaces, when used consistently, help to build a company persona. Ours build on historical uses, as they were purposely chosen to convey a technical, yet easily-understood feeling. With their range of weights and sizes, a clear hierarchy can be established to complement the AdRoll brand - whether it’s dense with marketing lingo, or funny and approachable.


Typefaces

Primary Typeface

Our brand fonts are clean and legible. They make our materials feel friendly, confident, and technical. The smooth, technical curves of Nudista work well on screen and in print.

Nudista
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Used for:

  • Web headlines (ads and website)
  • Some print headlines
  • Secondary product logotypes
Nudista Light
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Nudista Medium
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Nudista Bold
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Secondary Typeface

Open sans is great for legible body copy at small or medium sizes.

Open Sans
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Used for:

  • Website and digital ad body text
  • Powerpoint/google slides presentation body text
Open Sans Light
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Open Sans Regular
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Open Sans Bold
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Secondary Typeface

Din is a strong and technical body typeface, and often used in certain print applications.

Din
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Used for:

  • Print body copy
  • Infographics
Din Light
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Din Regular
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Din Medium
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Din Bold
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Secondary Typeface

Kulturista is used as an accent typeface in many print applications, such as statistical callouts. It’s strong serifs are a welcome contrast to our other sans-serif typefaces.

Kulturista
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Used for:

  • Print accents
  • Infographics
Kulturista Light
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Kulturista Medium
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Kulturista Bold
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890

Icons & Imagery

Brand imagery is used to compliment technical or tech-heavy concepts. They provide the viewer with a visual representation of the message, or act as an identifiable marker when skimming pages quickly.

AdRoll’s brand imagery is approachable, playful and illustration-based, whenever possible.


Iconography

AdRoll’s icons are light in stroke and heavy in usability. They are suited to live next to short blocks of copy on the website or in print. They should remain either light gray, or white (when placed on a dark background color or photo).


Color Illustrations

As illustration hierarchy goes, these medium, colored icons are reserved for key features and information-rich copy blocks on the website and digital ads. They are a step above our icons in terms of detail, and many of these have a corresponding “paper cutout” version to be used as featured images or web page heroes.


Main Imagery

AdRoll’s imagery has always been bold and eyecatching, and our current style is no diff erent.

"Cut-out" Style

Embodying the ease-of-use nature of the AdRoll platform, the illusion of craft paper cut-outs is fun, and adaptable. The “do-it-yourself” feeling is appropriate, referencing the complete controll customers have with our platform.

When using the cutout style, stick to the primary color palette, apply a subtle paper texture to all elements, and have some fun with it - not everything needs to be perfectly aligned!

Designer's Tip

The key to getting the perfect cutout eff ect is the curving shadows, giving the appearance that some edges are raised higher than others. Duplicate the layer, apply a black color overlay to the “shadow” layer, add a light Gaussian blur, rasterize, then go to town with Transform>Warp!

Changelog

v 1.4.0

Released June 2, 2017

  • Subtraction Remove unused orange from color standards
  • Change Update base secondary orange in color standards

v 1.3.0

Released May 31, 2017

  • Subtraction Remove the following sections: Product Features & Identities, Display Ads

v 1.2.0

Released May 25, 2017

  • Addition Add AdRoll logo and AdRoll product logo assets as downloads

v 1.1.0

Released April 25, 2017

  • Addition Add changelog for tracking updates

v 1.0.0

Released April 24, 2017

  • 🎉 Push web version of the AdRoll Brand Guidelines live!

AdRoll

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