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

$dark-blue

C92 M55 Y27 K6

R0 G103 B142

#00678E

$blue

C67 M16 Y0 K0

R35 G174 B243

#23AEF3

$light-blue

C56 M0 Y6 K0

R20 G226 B255

#14E2FF

$off-white

C1 M3 Y2 K0

R251 G245 B243

#FBF5F3

$orange

C0 M78 Y58 K0

R255 G94 B91

#FF5E5B

Secondary Colors

$black

#000000

$text-black

#4C596B

$gray

#D8D8D8

$beige

#F2EFEA

$white

#FFFFFF

$black-75

#404040

$text-black-75

#798390

$gray-75

#E2E2E2

$black-75

#F6F3F0

$black-50

#7F7F7F

$text-black-50

#A5ACB5

$gray-50

#EBEBEB

$beige-50

#F8F7F4

$black-25

#BFBFBF

$text-black-25

#D2D5DA

$gray-25

#F5F5F5

$beige-25

#FCFBFA

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.

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. Open sans is great for legible copy at any size.

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

Changelog

v 1.7.0

Released August 23, 2017

  • Addition Add color pallete
  • Subtraction Remove legacy typeface

v 1.6.0

Released August 2, 2017

  • Subtraction Remove legacy product logos
  • Subtraction Remove legacy product colors

v 1.5.0

Released July 18, 2017

  • Subtraction Remove inconsistent illustration guidelines

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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