Ally Brand Documentation

ally Brand Guidelines
1.1 Master Logo

1.1 Master Logo
Text Text Text Text Text Text Text Text Text
Text Text Text Text
Brand Guidelines
About these
guidelines
These guidelines are designed to help everyone at ally,
and our partners, to use our brand with confidence and
consistency.
Our brand is what sets us apart, defining our reputation and
aspirations. By using it effectively we will better establish our
leading position in the marketplace.
These guidelines have been designed to be easy to work with
and give you the flexibility you need to create the best work
possible.
Use these guidelines as what they are; guidelines. It is very
likely that one may find themselves in a position that has not
been addressed in these guidelines. Or that some guidelines
conflict when used in peculiar contexts. Use your initiative
to keep within the feel of the ally brand and make us look
awesome!
Contents
1.0 Brand introduction

1.1 Defining ally

1.2
Brand values
2.0 Logo

2.1 Master logo - stacked version

2.2
2.3
2.4
2.5
2.6
2.7
Master logo Horizontal version

Horizontal logo with claim
ally pin
Logo isolation
Logo size
Logo misuse
3.0 Colours

3.1 Colour Scheme
4.0 Typography

4.1 Primary Typeface

4.2
Secondary Typeface
5
5
7.0 App icon

7.1 App icon
24
8.0 In the app

8.1 In the app
26
9.0 Iconography

9.1 Usage of the icons
28
7
7
8
8
9
9
10
12
11.0 Tone of voice

11.1 Tone overview
10.0 Presentations

10.1 Presentation style

14
14
5.2
5.3
5.4
5.5
Product based images

Transport images
Event photography
Office images
6.0 Adverts

6.1 Social media ads

6.2 Mockups
16
16
17
18
19
21
22
11.2 Examples for positive feedback

11.3 Examples for improvements
12.0 Contact

5.0 Photography style

5.1 General photography style
10.2 Icon style
30
31
33
34
35
36
1.0 Brand introduction
1.1 Defining ally
Our vision is a world of data-driven mobility, where we experience

self-driving mass transit.
Our mission is to build the best local transport app. Powered by
the first global platform for local transport data. Helping millions
of people to improve their daily commute. We want to build
a community of smart commuters and essentially Make Cities
Smarter!
Everything we create should reflect the wider brand experience.
We want to separate ourselves from our competitors and create a
brand image that will be directly related to us and our values.
These guidelines are a designed to be a helping hand in ensuring
we do just that!
1.2 Brand Values
Our brand values define us not only through our applications but in
our customers perception of who we are.
Reliable - Our users know they can always rely on our service.
Approachable - Were fun and easy going.
Determined - Were on a mission to make the world a better place!
Innovative - Were using the latest technology in creative ways to
achieve our goal.
2.0 Logo
2.1 Master logo Stacked version

Different logo formations (stacked and
horizontal) are to be used depending on the
context and shape of surrounding space.
The stacked version is our preferred version
for open spaces.
The logo should be used in full colour when
possible. The ally blue gradient should never
be used for print purposes.
ally blue
ally blue gradient
Mono
Mono on black
2.2 Master logo Horizontal version

The horizontal version of the master logo
should be used when there in minimum space
available: i.e. on banners, headers, horizontal
ads.
ally blue
Mono
Again, the colour version is preferred but the

mono version can be used when appropriate.
I.e. on coloured images.
ally blue gradient
Mono on black
2.3 Horizontal logo

with claim
The claim states what we do - we are making
cities smarter! This version of the logo can be
used when appropriate to provide a context
for the brand on first sight.
ally blue
Mono
The claim and logo have been separated by

colour to highlight each part individually.
However, when using the mono logos, ensure
both the claim and logo are the same.
ally blue gradient
Mono on black
2.4 ally pin

The ally pin should only be used as an
illustrative icon when the presence of the
brand is obvious. I.e. in presentations, on the
website or inside the app.
The pin can also be used as a location/go icon
when appropriate to highlight the brand as a
utility in navigating.
ally blue
ally blue gradient
Mono
Mono on black
2.5 Logo isolation

The ally logo should always be surrounded
by a minimum area of space. This area of
isolation ensures that the logo remains
prominent and attention is not drawn away
from the brand.
The area is defined by the 2 times the width
or height of the a used in the logo you are
isolating.
This area of separation should be increased
when possible.
2.6 Logo size

The minimum logo sizes ensure that the text is
always readable. Especially the logo the claim.
There is no maximum size for the logo,
however when drastically changing the size of
the logo make sure to use a vector format.
w: 8mm / 25px
w: 15mm / 40px
w: 30mm / 85px
10
2.7 Logo misuse

01. The ally logo can be used in white over
a solid colour. Ideally a brand colour, but is
acceptable on other colours in exceptional
circumstances.
02. The claim should never be used with the
stacked version of the logo.
03. Dont add embellishments like dropshadows, embossing etc. to the logo.
01.
02.
03.
04.
04. Dont use the brand in low contrast.

05. The blue logo can be used on top of
images only when the colours work. (e.g. blue
and orange work.)
06. The ally pin can be used as a location icon
on maps.
07. Dont use the blue logo on clashing
colours.
08. Dont use colours outside of the brand
colour scheme.
05.
06.
07.
09. Do not tilt or rotate the logo.

10. The tag line should not be bolder/larger
than the logo.
08.
09.
10.
1.1 Master Logo

1.1 Master Logo
Text Text Text Text
3.0 Colours
11
12
3.1 Colour scheme

Blue and white are our primary colours. To
maintain consistency and recognition they
should be the lead colours in all applications.
The other colours are action and accent
colours, with the blue-toned grey being our
choice of text colour when possible.
ally Blue
Green
Turquoise
Orange
Grey
White
HEX 3282c4
C78 M42 Y0 K0
R50 G130 B196
HEX 27bfb0
C70 M0 Y39 K0
R39 G191 B176
HEX 27b1be
C72 M7 Y26 K0
R39 G177 B190
HEX ff9433
C0 M51 Y87 K0
R255 G148 B51
HEX 4f616e
C72 M54 Y44 K19
R79 G97 B110
HEX ffffff
C0 M0 Y0 K0
R255 G255 B255
4.0 Typography
13
14
4.1 Primary Typeface

Our Primary typeface is Asap. It is simple, a
slightly rounded making it both legible and
approachable.
Asap should be used in either regular or bold.
Ideally the text should be 20% cyan and 80%
black. If the cyan is not possible, 80% black is
acceptable.
Asap is a google font meaning it is widely
accessible and usable on many platforms.
ABCabc
ABCabc
Regular 72pt
Bold 72pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(!@$%^&*<>?:|{}_+) 0123456789
(!@$%^&*<>?:|{}_+) 0123456789
Regular 16pt, 20% cyan, 80% black
Bold 16pt, 20% cyan, 80% black
ABCabc
ABCabc
(!@$%^&*<>?:|{}_+)
0123456789
(!@$%^&*<>?:|{}_+)
0123456789
Regular 16pt, 20% cyan, 80% black
Bold 16pt, 20% cyan, 80% black
4.2 Secondary
Typeface
Our secondary typeface is Helvetica Neue.
This is the font we use in the app itself as it
has exceptional flexibility for languages and
platforms.
This font should only be used other than in the
app when Asap is not available.
Regular 72pt
Bold 72pt
5.0 Photography Style
15
5.1 General
photography style
The general photography style consists of
bright pictures in daylight, showing vivid
colours in a low depth of field.
When taking photographs ask yourself:
Does the image feel natural, observed and
shot on a real location?
Is the image full colour and treated in the
same way as other ally images?
Does the image feel unique and not like a
stock photo?
Is the photo friendly and approachable?
Does it represent the core brand values of
ally?
5.2 Product based

images
Low aperture, bright light. Phone placed in
right third to leave space for the text. Shows
functions of the app in a non distracting
setting.
16
5.3 Transport images

Low shutter speed, bright/ daylight. Shows
people waiting, trains passing by under long
exposure, movement of people and urban
transport.
17
5.4 Event
photography
Where possible: reduced highlights increased
brightness. Shows representatives of ally on
panel discussions, networking and notable
people visiting the ally office.
18
5.5 Office images

Bright light, high colour contrast. Showing the
team being productive in a fun environment.
19
1.1 Master Logo

1.1 Master Logo
Text Text Text Text
6.0 Adverts
20
21
6.1 Social media ads

01.
02.
We use social media platforms to promote

our product on a regular basis. We want to be
consistent in both form and feel across every
platform while following the regulations of
each social media site.
Our ads should reflect the brand values while
also being simple and straight to the point.
The ads should all be eye catching, yet they
should not look ugly in their surroundings so
keep in mind who, where and how they will
see the ad.
01. A bold heading in the ally primary
typeface, Asap. This is always over a dark blue
box with hex value #171e24.
02. App in focus with a blurred background.
03. Prominent branding without taking away
from the subject of the image.
04. Icons showing the platforms that we
support.
03.
04.
6.2 Mockups
We often need to show off new features in our
app both in slide decks and adverts. To ensure
we remain consistent and professional, we use
phone mockups around our screenshots.
Please make sure the status bar is clean with
full battery and full signal strength.
22
1.1 Master Logo

1.1 Master Logo
Text Text Text Text
7.0 App icon
23
24
7.1 App icon

The app launcher icon is not a logo alternative
and should not be used instead of the full
wordmark logo.
Do not alter the app icon artwork in any way.
iOS
Android
8.0 In the app
25
26
8.1 In the app

The internal components of the app are
subject to change to compliment UX and UI
design decisions but some specific branding
guidelines still apply.
01.
01. Logo has correct isolation area.

02. Correct colour used for action buttons.
03. ally blue is still the most used brand colour
02.
03.
9.0 Iconography
27
9.1 Usage of the

icons
Icons should be ally blue whenever possible.
The blue can be used over light backgrounds
too. Use a white icon over dark backgrounds.
All icons should be solid colour and not lined
28
10.0 Presentations
29
10.1 Presentation
style
Consistency is key in presentation material.
Pitches to investors and business partners
must be clear and simple but following these
guide lines.
For best results, produce every slide deck in
Keynote using the ally presentation theme.
Every slide deck should begin with the ally
logo and claim. Every page after should have
the horizontal master logo in the bottom right
corner.
Every icon should be ally blue. And every map
should be white. (See 10.2)
All screenshots should never be without a
phone mockup and should never have a
background.
All pictures should be full bleed.
30
10.2 Icon style

Almost all icons should consist of solid
ally blue colour. Greys etc. can be used in
exceptional circumstances to provide clarity in
single icons.
31
11.0 Tone of voice
32
33
11.1 Tone Overview

We speak in a confident way with a knowledge of what is going on. We do so in a humorous
tone in at least two languages.
In our replies/posts/comments/tweets/blogs readers can feel that we care and connect with
us. They can feel the empathy we have, due to our approachable or relatable tone of voice. We
speak their language and are not shy to interact on a personal level.

Confident, nonchalant (if there`s negative feedback somehow)

Goal-oriented/know what is going on
Humorous
International
German/English
du/Du? Euch Du?
Euphoric
Approachable/relatable
With empathy
Individually
Speak the language of the target group
Service-oriented
34
11.2 Examples for

positive feedback
- Hi XX, thank you so much for the great review! Were happy you like it!
- Hi XX, vielen Dank fr Deine Bewertung. Wir freuen uns, dass es Dir gefllt.
- Thank you so much, we feel flattered.

- Hab vielen Dank, tolles Lob.
- Thank you so much for messaging us. We are happy to hear you like the new feature, what a
perfect way to start a new week!
- Danke fr Dein Lob, so starten wir doch gleich besser in die Woche/das ist ein guter Abschluss fr
die Woche
- Thats amazing, Im very glad you like it. Keep enjoying the app, we are happy to have you
onboard.
- Thank you for the tip, enjoy allryder on your xx (bike/car/pt).
35
11.3 Examples for

improvements
- Thank you so much for your ideas/input/feedback. We appreciate your message a lot - please
know that we do work on these ideas. Could you tell me when you would use this feature? How
would you envision it?
- Danke fr Deine Verbesserungsvorschlge. Wir arbeiten stets fleiig daran und ich hoffe, wir
knnen auch Deine Ideen bald umsetzen. Knntest Du mir sagen, wie Du Dir diese Funktion
genau vorstellst? Wann wrdest Du sie brauchen wollen?
- Dear XX, could I ask what exactly is not working anymore? I would like to check, what it is I can
do for you. Please drop us a mail at help@allryder.com I hope we can solve this issue very soon,
kind regards and many thanks, XX
- Hi XX, darf ich fragen, was genau nicht mehr klappt? Von wo bis wo hast Du genau gesucht?
Gibt es eventuell einen Screenshot, den Du mir zeigen knntest?
- Dear XX, thank you very much for you input. We were indeed already talking about [integrating
that feature]. Would you be so kind to tell us how you would plan to [use that feature]? This
would help our developers to implement it in the best manner.
- Lieber XX, vielen Dank fr deinen Input! Wir haben uns [diese Funktion] auch schon berlegt.
Knntest du mir vielleicht sagen, wann und wie du [diese Funktion] nutzen wolltest? Das hilft
auch unseren Developer-Jungs, das Feature so gut wie mglich umzusetzen.
12.0 Contact
36
Nick Morgan-Jones
Visual Designer
Kate Saunders
Product Designer
Laura Burger
Head of Product
nick@allyapp.com
kate@allyapp.com
laura@allyapp.com

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ally Brand Guidelines

1.1 Master Logo

ally Brand Guidelines

ally Brand Guidelines

Master logo Horizontal version

7.0 App icon

8.0 In the app

11.0 Tone of voice

Product based images

11.2 Examples for positive feedback

5.0 Photography style

10.2 Icon style

ally Brand Guidelines

1.0 Brand introduction

ally Brand Guidelines

1.1 Defining ally

Our vision is a world of data-driven mobility, where we experience

1.2 Brand Values

ally Brand Guidelines

ally Brand Guidelines

2.1 Master logo Stacked version

ally blue gradient

2.2 Master logo Horizontal version

Again, the colour version is preferred but the

ally blue gradient

ally Brand Guidelines

2.3 Horizontal logo

The claim and logo have been separated by

ally blue gradient

2.4 ally pin

ally blue gradient

ally Brand Guidelines

2.5 Logo isolation

2.6 Logo size

ally Brand Guidelines

2.7 Logo misuse

04. Dont use the brand in low contrast.

09. Do not tilt or rotate the logo.

ally Brand Guidelines

1.1 Master Logo

ally Brand Guidelines

3.1 Colour scheme

ally Brand Guidelines

ally Brand Guidelines

4.1 Primary Typeface

Regular 16pt, 20% cyan, 80% black

Bold 16pt, 20% cyan, 80% black

Regular 16pt, 20% cyan, 80% black

Bold 16pt, 20% cyan, 80% black

ally Brand Guidelines

5.0 Photography Style

ally Brand Guidelines

5.2 Product based

ally Brand Guidelines

5.3 Transport images

ally Brand Guidelines

ally Brand Guidelines

5.5 Office images

ally Brand Guidelines

1.1 Master Logo

ally Brand Guidelines

6.1 Social media ads

We use social media platforms to promote