Our brand is not just about how we look, it’s about how we make people feel. It’s the impression that we make – the first impression but also the lasting one.
Our brand promise to ‘bring moments of joy to everyday shopping’ should sit at the heart of everything for our users, our partners, and our employees. In order to effectively deliver on our promise we must present ourselves in a unified way that resonates with these audiences.
These guidelines have been developed to allow anyone working with our brand to become familiar with it’s execution and consistency. The following clearly outlines the core elements of our identity. It is a valuable tool designed to help all communication efforts on behalf of Shopkick — in all digital formats, print materials, presentations, and promotional items.
Please take the time to review this guide carefully and use these principles whenever our brand is being represented. Should you ever have any questions regarding Shopkick brand standards, please get in touch with the Design team.
Our primary brand logo is a typographic wordmark (sometimes referred to as a logotype). The letterforms have been set in a clean lowercase font which is friendly, modern, and distinct. It may be used in either our Shopkick blue or white — preference is determined by the background on which the logo is set.
To preserve the integrity of our logo, a minimum clearspace should always be maintained. This allows for clarity and focus of the Shopkick brand when used next to other visual elements. The clearspace is determined by the width of the logo’s “s” and surrounds all sides of the logo.
Our Shopkick logo should be treated with care. Please don’t modify the logo in any way. The following are examples of situations and uses that should be avoided.
The Shopkick ‘s’ is our logo symbol and is derived from our primary logo. It should only be used for audiences who are familiar with the Shopkick brand, or in situations where space is very limited and the legibility of our primary logo is compromised.
The logo symbol may can be used with or without a container. Clearspace must always be maintained in both situations.
Our tagline works together with our name to convey our core purpose and supports our brand promise. It succinctly encompasses the rational and emotional benefits of Shopkick and has been created to entice our audience, connecting with the big idea and leaving them wanting more.
Our tagline helps to:
Note: A tagline is not a headline and shouldn’t be used as such. Instead, our tagline should be used to help support our messaging and help to contextualize who we are and what we do as a business.
Our tagline is primarily an outward facing statement to communicate with audiences that do not know who we are or what we do. It should be used to support communication and storytelling, not to lead it.
Use in communications where the intended audiences are new to Shopkick – new users, new brand and retail partners, and new employees.
Examples
Use selectively in communications for our existing audience as a sign off and a way to reinforce brand promise.
Examples
Don’ts
Note: Before using the tagline in existing user or partner communications please consult with the design team.
Always leave a minimum clearspace equal to the width of the “s” from the logo around all sides of the tagline lockup. There tagline lockup comes in two layout options — 1. stacked, logo above tagline and 2. horizontal, tagline to the right of the logo. Please don’t modify pre-made tagline lockups.
Our primary palette should be used for the foundational elements of any design, creating recognition and reinforcement of our brand.
Note: Pantone is not preferred — use only when single color reference is required.
HEX
#0098D6
CMYK
76, 26, 0, 0
PANTONE
2995 C
HEX
#FFFFFF
CMYK
0, 0, 0, 0
Our accent colors are used to support the primary brand colors in illustrations, confetti, and other visual assets.
HEX
#FDBA12
CMYK
0, 29, 100, 0
HEX
#F68B1F
CMYK
0, 55, 100, 0
HEX
#E31E30
CMYK
5, 100, 90, 0
HEX
#E64A8F
CMYK
0, 85, 5, 3
HEX
#97579D
CMYK
46, 78, 4, 0
HEX
#009E95
CMYK
100, 5, 50, 2
HEX
#1C9D4A
CMYK
78, 0, 92, 15
These colors balance and ground our primary and accent colors — tints and shades should be used for creating depth against our Shopkick blue and our grey neutrals can be used for more functional components, like text and borders.
HEX
#ACDDF0
CMYK
30, 0, 0, 0
HEX
#58BCE4
CMYK
60, 7, 0, 0
HEX
#0098D6
CMYK
76, 26, 0, 0
HEX
#1074A2
CMYK
76, 26, 0, 30
HEX
#004E71
CMYK
76, 26, 0, 60
HEX
#FEE3A0
CMYK
0, 9, 44, 0
HEX
#FECF5A
CMYK
0, 18, 76, 0
HEX
#FDBA12
CMYK
0, 29, 100, 0
HEX
#BC8C0B
CMYK
0, 29, 100, 30
HEX
#7F5E00
CMYK
0, 29, 100, 60
HEX
#FBD1A5
CMYK
0, 19, 37, 0
HEX
#F9AE63
CMYK
0, 36, 69, 0
HEX
#F68B1F
CMYK
0, 55, 100, 0
HEX
#B76812
CMYK
0, 55, 100, 30
HEX
#7D4400
CMYK
0, 55, 100, 60
HEX
#F3A5AC
CMYK
0, 43, 19, 0
HEX
#EB626F
CMYK
0, 77, 45, 0
HEX
#E31E30
CMYK
5, 100, 90, 0
HEX
#A91120
CMYK
5, 100, 90, 30
HEX
#740004
CMYK
5, 100, 90, 60
HEX
#F5B6D2
CMYK
0, 35, 0, 0
HEX
#EE80B1
CMYK
0, 63, 0, 0
HEX
#E64A8F
CMYK
0, 85, 5, 3
HEX
#B23670
CMYK
0, 85, 5, 30
HEX
#7B1B4B
CMYK
0, 85, 5, 60
HEX
#D5BCDB
CMYK
14, 27, 0, 0
HEX
#B489BE
CMYK
29, 51, 0, 0
HEX
#97579D
CMYK
46, 78, 4, 0
HEX
#723F77
CMYK
46, 78, 4, 30
HEX
#4D2351
CMYK
46, 78, 4, 60
HEX
#99D8D5
CMYK
39, 0, 19, 0
HEX
#4DBBB5
CMYK
65, 3, 34, 0
HEX
#009E95
CMYK
100, 5, 50, 2
HEX
#007C74
CMYK
100, 5, 50, 30
HEX
#00554F
CMYK
100, 5, 50, 60
HEX
#A3D8B7
CMYK
37, 0, 35, 0
HEX
#5EBB81
CMYK
64, 0, 66, 0
HEX
#1C9D4A
CMYK
78, 0, 92, 15
HEX
#007A39
CMYK
78, 0, 92, 40
HEX
#004F1E
CMYK
78, 0, 92, 70
HEX
#F2F5F8
CMYK
4, 2, 1, 0
HEX
#DCE1E6
CMYK
12, 7, 5, 0
HEX
#C1C8CF
CMYK
24, 16, 13, 0
HEX
#8C96A0
CMYK
48, 35, 30, 1
HEX
#5A646E
CMYK
67, 53, 44, 18
HEX
#2D3237
CMYK
75, 65, 58, 57
Avenir is the primary typeface we use across all brand messaging and product UI. Avenir is a humanist-modern typeface designed to bring a subtle personality to a clear and functional typeface form.
Note: Do not use other versions of Avenir, specifically Avenir LT or Avenir Next.
For instances where the primary typeface is not available to use, Arial is a proxy typeface universally available on Apple and Windows platforms. The most frequent instances you may need to use Arial include externally accessible and editable documents such as e-mail, Microsoft Office Suite and Google Suite.
Shopkick is a fun, rewarding and approachable brand with clear, action-based messaging. The tone is conveyed by utilizing both Roman and Heavy weights. Typical headline structure can be thought of in this cadence — complete this action, receive this reward.
Although first, action-based messaging is viewed as secondary and reward-based messaging as primary. Reward messaging will always be set in Heavy.
Illustration allows us to bring the Shopkick world to life for our audiences. It help us inspire joy and delight, drawing on our brand’s fun, playful voice.
At their core, illustrations should always be paired with content with the intention of improving comprehension of an idea, rather than being used as a standalone element. Because illustrations shouldn’t detract from the core message, keep details to a minimum and make them as simple as possible. Illustrations are primarily used within our app’s ecosystem versus other mediums.
Illustrations should be flat, with little reference to depth. Don’t use shadows to create depth, use variants on the color.
Illustrated assets and scenes are viewed straight-on or top-down, rather than from an angled perspective.
Use our accent colors and tints/shades to create depth and interest.
Apply a slight corner radius of 2-3px to keep illustrations feeling soft and friendly, rather than using hard, angled corners.
Photography should capture the joy and excitement that Shopkickers feel when they are rewarded using our app. Follow these standards to capture the perfect moment.
Below are examples of photography that don’t quite capture the Shopkick moment.
The use of confetti is the expression of rewarding shoppers throughout their shopping journey. Follow these four standards for creating this dynamic and purposeful visual element.
There should be a variety of four sizes of confetti in every execution
Use only Shopkick’s color palatte
There should be a clear direction whether it’s upwards evoking bubbles, falling with gravity or an outward explosion
They should be dispersed unevenly and feel relatively natural