Version 1.0 Team Drive / Design / 4. External Assets Questions? design@bolt.

com

Brand
Guidelines
March 31, 2019
Table 
 Messaging

1.1
Overview
Usage
 4.1
Clear space

of Contents 1.2
Personality Tenets
Parameters

4.2
Pairing

1.3
Expressing our Brand
4.3

Do Not’s

1.4
Expressing our Product

1.5

Taglines

Color & 
 5.1

Core Palette

Typography

5.2
Neutral Palette

Visual 
 2.1
Logomark
5.3
Accent Palette

Identity

2.2
Logomark inverse
5.4
Typography

2.3
Primary logo
5.5
Font Sheet

2.4

Primary logo inverse

5.6
Type Hierarchy

5.7

Do Not’s

Brand
 3.1
Sub-brand system

Architecture 3.2
Horizontal lockup
Applications 6.1
Wearables

3.3
Horizontal construction
6.2 Swag
3.4
Vertical lockup

3.5 Vertical construction

Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Beliefs &
Messaging
March 31, 2019
 Team Drive / Marketing / 1. Comms and Content More info: “How Bolt Speaks”
Messaging 1.1 — Overview

Bolt is on a mission to make commerce:

Instant.

Consistent.

Trusted.

Brand Guidelines
 Team Drive / Marketing / 1. Comms and Content More info: “How Bolt Speaks”
Messaging 1.2 — Personality Tenets

Premium Mass Appeal

Serious Playful

Conventional Rebel

Friend Authority

Classic Innovative

Brand Guidelines
 Team Drive / Marketing / 1. Comms and Content More info: “How Bolt Speaks”
Messaging 1.3 — Expressing our Brand

Bolt is: + Precise. Direct.

+ Premium.

+ Daring. Ambitious.

+ Consummately professional.

Is not: – Overtly fun. Effusive.

– Self-important or complex.

– Cavalier. Careless.

– Fluffy, apologetic, or average.

Brand Guidelines
Messaging 1.4 — Describing the Product Team Drive / Marketing / 1. Comms and Content More info: “How Bolt Speaks”

The product is: + An ongoing partnership.

+ A platform.

+ Intelligent, precise.

+ Seamless, sleek, optimized.

Is not: – A solution. A tool.

– Smart.

– Easy, smooth, hyper-optimized.

– A plug-in.

Brand Guidelines
Messaging 1.5 — Taglines Team Drive / Marketing / 1. Comms and Content More info: “How Bolt Speaks”

+ Welcome to a new era of commerce.

+ Pioneering a new era of commerce.

+ Leading an ecommerce revolution.

+ Building the ecommerce engine of the future.

+ Building the future of ecommerce.

+ Perfecting checkout.

+ The world’s most advanced commerce engine.

Brand Guidelines
Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Visual 

Identity
March 31, 2019
 Production ready logo files for use can be found Be sure to choose the correct file format based
Messaging 2.1 — Logomark
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the

Logo. If you need access, please contact IT. logo option that will work with the background

color (light vs dark).

Brand Guidelines
Identity 2.2 — Logomark Inverse Production ready logo files for use can be found at Be sure to choose the correct file format based
Team Drives > Design > Design <> External > Logo. on the medium you intend to use to logo with
If you need Drive access, please contact IT. (print vs digital) and choose the logo option that
will work with the background color (light vs dark).

Brand Guidelines
Identity 2.3 — Primary Logo Production ready logo files for use can be found at Be sure to choose the correct file format based on
Team Drives > Design > Design <> External > Logo. the medium you intend to use to logo with (print vs
If you need Drive access, please contact IT. digital) and choose the logo option that will work
with the background color (light vs dark).

Brand Guidelines
Identity 2.4 — Primary Logo Inverse Production ready logo files for use can be found at Be sure to choose the correct file format based on
Team Drives > Design > Design <> External > Logo. the medium you intend to use to logo with (print
If you need Drive access, please contact IT. vs digital) and choose the logo option that will
work with the background color (light vs dark).

Brand Guidelines
Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Brand
Architecture
March 31, 2019
Architecture 3.1 — Sub-brand system Production ready logo files for use can be found Be sure to choose the correct file format based
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the
Logo. If you need Drive access, please contact IT. logo option that will work with the background
color (light vs dark).

Bolt —> End Users Bolt —> Additional

Bolt Secured Bolt Dashboard

Bolt —> Merchants Bolt Secured
Bolt Checkout Bolt Subscriptions
Bolt Fraud Bolt Accounts
Bolt Payments Bolt 2020 Report
Bolt —> Bolt Bolt Con
Bolt Department Bolt + PayPal

Brand Guidelines
Architecture 3.2 — Horizontal lockup Production ready logo files for use can be found Be sure to choose the correct file format based
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the
Logo. If you need Drive access, please contact IT. logo option that will work with the background
color (light vs dark).

Brand Guidelines
Architecture 3.3 — Horizontal lockup Inverse Production ready logo files for use can be found Be sure to choose the correct file format based
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the
Logo. If you need Drive access, please contact IT. logo option that will work with the background
color (light vs dark).

Brand Guidelines
Architecture 3.4 — Vertical lockup Production ready logo files for use can be found Be sure to choose the correct file format based
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the
Logo. If you need Drive access, please contact IT. logo option that will work with the background
color (light vs dark).

Brand Guidelines
Architecture 3.5 — Vertical lockup inverse Production ready logo files for use can be found Be sure to choose the correct file format based
at Team Drives > Design > Design <> External > on the medium (print vs digital) and choose the
Logo. If you need Drive access, please contact IT. logo option that will work with the background
color (light vs dark).

Brand Guidelines
Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Usage
Parameters
March 31, 2019
Usage 4.1 — Clear space Be mindful of having sufficient clear space
surrounding the logo to ensure legibility.
Usage 4.2 — Pairing When using pairing Bolt with other logos to
show partnerships or collaborations, be sure to
align logos vertically and maintain one Bolt logo
mark spacing between them.
Usage 4.3 — Do Not’s For consitency in representing the Bolt brand,
refrain from using the logo in unapproved ways.

Do not use a drop shadow. Do not use against a complex image. Do not outline.

Perfecting checkout.

Do not use a gradient. Do not use at a low resolution. Do not add taglines.

Do not use unapproved Do not use redraw or alter any parts. Do not rotate.
color combinations.

Do not stretch or distort. Do not use as a pattern. Do not rearrange.

Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Color &
Typography
March 31, 2019
Color & Typography 5.1 — Core Palette Wherever possible, utilize our color palette in Unsure of which color to select? Don’t hesitate
the below proportions. Imply “premium” with to ping a designer on Slack. Generally, create a
dark materials. Contrast with a pop of blue. ratio of 50:50:25. Dark mode = right mood.

Off Black White Bolt Blue

RGB: R: 24
RGB: R: 255
RGB: R: 0

G: 26
G: 255
G: 108

B: 32 B: 255 B: 255

CMYK: C: 3
CMYK: C: 0
CMYK: C: 100

M: 2
M: 0
M: 58

Y: 0
Y: 0
Y: 0

K: 87 K: 0 K: 0

HEX: #181A20 HEX: #FFFFFF HEX: #006CFF

PMS: Neutral Black C PMS: Opaque White PMS: 285C

Brand Guidelines
Color & Typography 5.2 — Neutral Palette The neutral palette adds texture and depth. Unsure of which color to select? Don’t hesitate
Example: In text-heavy compositions, to ping a designer on Slack. Generally, stick to
de-emphasize secondary info by setting in grey. black. Avoid illegible color choices.

Off Black Gray 3 Gray 2 Gray 1 Off White White

RGB: R: 24
RGB: R: 88
RGB: R: 140
RGB: R: 182
RGB: R: 242
RGB: R: 255

G: 26
G: 90
G: 144
G: 184
G: 244
G: 255

B: 32 B: 96 B: 152 B: 192 B: 248 B: 255

CMYK: C: 3
CMYK: C: 3
CMYK: C: 5
CMYK: C: 4
CMYK: C: 2
CMYK: C: 0

M: 2
M: 2
M: 3
M: 3
M: 2
M: 0

Y: 0
Y: 0
Y: 0
Y: 0
Y: 0
Y: 0

K: 87 K: 62 K: 40 K: 25 K: 3 K: 0

HEX: #181A20 HEX: #585A60 HEX: #8C9098 HEX: #B6B8C0 HEX: #F2F4F8 HEX: #FFFFFF

PMS: Neutral PMS: Cool Gray PMS: 877 C PMS: 434 C PMS: 656 C PMS: Opaque
Black C 10 C White

Brand Guidelines
Color & Typography 5.3 — Accent Palette The accent palette exists to add differentiation Gradients should be used carefully
to data-rich visualizations. and sparingly.

First choice accent colors

Safe Green Cyan Indigo Purple Magenta

RGB:
96, 216, 168
RGB:
104, 216, 252
RGB:
96, 104, 244
RGB:
144, 96, 244
RGB:
204, 72, 244

CMYK:
47, 0, 19, 15
CMYK:
58, 14, 0, 1
CMYK:
58, 55, 0, 4
CMYK:
39, 58, 0, 4
CMYK:
16, 67, 0, 4

HEX:
#60D8A8
HEX:
#68D8FC
HEX:
#6068F4
HEX:
#9060F4
HEX:
#CC48F4

PMS: 3385 C PMS: 3105 C PMS: 2725 C PMS: 265 C PMS: 238 C

Secondary accent colors

Bytanzium Danger Red Orange Warning Yellow Lime

RGB:
144, 32, 104
RGB:
236, 72, 64
RGB:
232, 136, 72
RGB:
244, 200, 72
RGB:
152, 224, 80

CMYK:
0, 44, 16, 44
CMYK:
0, 64, 67, 7
CMYK:
0, 38, 63, 9
CMYK:
0, 17, 67, 4
CMYK:
28, 0, 56, 12

HEX:
#902068
HEX:
#EC4840
HEX:
#E88848
HEX:
#F4C848
HEX:
#98E050

PMS: 235 C PMS: 1787 C PMS: 164 C PMS: 1225 C PMS: 7487 C

Gradient Accents

Danger Warning Safe Green Cyan + Cyan + Magenta + Danger

Red + yellow + + Lime Safe Green Indigo Purple red +
orange orange byzantium

Angle:
90°
Angle:
90°
Angle:
90°
Angle:
90°
Angle:
90°
Angle:
90°
Angle:
90°

Hex: #EC4840
Hex: #F4C848
Hex: #EC4840
Hex: #68D8FC
Hex: #68D8FC
Hex: #CC48F4
Hex: #EC4840

—>
—>
—>
—>
—>
—>
—>

#E88848 #E88848 #E88848 #60D8A8 #6068F4 #9060F4 #902068

Brand Guidelines
 Premium, direct, no bullshit. Helvetica Neue. Can’t find Helvetica Neue on your computer?
Color & Typography 5.4 — Typography
The workhorse type family, popularized by Contact IT to be provided a compatible copy.

1960s Swiss Minimalist design.

Helvetica
Neue

Brand Guidelines
 Et quasi architecto beatae vitae dicta sunt Et quasi architecto beatae vitae dicta sunt
Color & Typography 5.5 — Font Sheet
explicabo. Nemo enim ipsam voluptatem quia explicabo. Nemo enim ipsam voluptatem quia

voluptas sit aspernatur aut odit aut fugit, sed. voluptas sit aspernatur aut odit aut fugit, sed.

Helvetica Neue Bold

Helvetica Neue Medium

Helvetica Neue Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz

Brand Guidelines
Color & Typography 5.6 — Hierarchy Set headlines in Bold. Text in Regular. CTAs in
Medium. A simple formula with great results.

Headline
Weight:
Bold

Bolt makes you

Size:

Color:
40px and higher

Black on light

White on dark more money.

Pargraph Bolt’s unfair data advantage comes from
Weight:
Regular
visibility into behavioral data from checkout
Size:
14-18px

Color: Black on light

and clean payment processing data. This
White on dark
enables Bolt to deliver industry-leading
order approval rates, and frees up your
Call to action team from manually reviewing orders and
Weight:
Medium
paying for fraudulent chargebacks.
Size:
14-18px

Color: Bolt Blue

Learn More

Brand Guidelines
 Set headlines in Bold. Text in Regular. CTAs in
Color & Typography 5.7 — Style Examples
Medium. A simple formula with great results.

Precision fraud detection, Bolt makes sure nothing gets “You are at a competitive
Bolt makes powered by Bolt's unfair in their way when they decide
disadvantage if you are

you more data advantage.

to buy. Businesses using Bolt
not processing with Bolt.”
H4 Small Heading

experience a 10-20% lift in

money.
18px/28px/Bold
Blockquote

checkout conversion. 24px/32px/Regular

H1 Large Heading

Paragraph Large

40px/44px/Bold
18px/28px/Regular

Bolt makes sures nothing gets in

Learn more
Precision fraud detection,
Bolt makes you Link Large

powered by Bolt's unfair their way when they decide to buy.

18px/28px/Medium

more money. data advantage. Businesses using Bolt experience a

10-20% lift in checkout conversion.

H2 Medium Heading
H5 Small Heading

32px/36px/Bold 16px/24px/Bold
Learn more
Paragraph Medium

Link Medium

16px/24px/Regular
16px/24px/Medium

Learn more
Precision fraud detection, powered Bolt makes sures nothing gets in their
Precision fraud detection,
Link Small

by Bolt's unfair data advantage. way when they decide to buy. Businesses
powered by Bolt's unfair 14px/20px/Medium
using Bolt experience a 10-20% lift in
H6 Small Heading
data advantage. checkout conversion.
14px/20px/Bold

H3 Medium Heading
Paragraph Small

24px/32px/Bold 14px/20px/Regular

Brand Guidelines
Color & Typography 5.8 — Do Not’s Always proofread to ensure no spelling, Also be mindful when formatting type to avoid
punctuation, or grammar mistakes are present. awkward line breaks, rags, orphans, and line
lengths that are too long.

Sentence Case Terminology Rags and Orphans

+ I’m easiest to read.
+ Ecommerce / ecommerce
+ I am a pargraph with clean rags. I
– I’m Harder To Read.
– eCommerce / e-Commerce /
am a pargraph with clean rags. I am
– I’M HARDEST TO READ E-commerce
a pargraph with clean rags. I am a
– IE-com / e-com / ecom pargraph with clean rags. I am a
Punctuation pargraph with clean rags.
+ Intelligent, not playful.
Formatting
+ Intelligent — not playful?
+ 40 characters or less
– I am a pargraph with awkward
– Intelligent...not playful! for headlines
rags. I am a pargraph with
+ 50-60 characters per line
awkward rags. I am a
Oxford comma for paragraphs
pargraph with awkward rags. I
+ “Quotes and citations can
am a pargraph with awkward
+ Checkout, payments, and fraud
rags. I am a pargraph with
+ Checkout, payments & fraud.
be italicized.”

+ Underline links
awkward rags.
– Checkout, payments and fraud /

Checkout, payments, & fraud. – Avoid overstyling text and

with belts and suspenders. – I am a sentence with an

orphan.

Brand Guidelines
Version 1.0 Team Drive / Design / 4. External Assets Questions? [email protected]

Application
Examples
March 31, 2019
Applicable Examples 6.1 — Wearables If producing merchandise to be given away as If you need to produce merchandise that
swag, use the primary logo, and ensure ample expresses our brand beyond the logo, contact
contrast against the material’s color. the design team to initiate a project.

Brand Guidelines
Applicable Examples 6.2 — Swag If producing merchandise to be given away as If you need to produce merchandise that
swag, use the primary logo, and ensure ample expresses our brand beyond the logo, contact
contrast against the material’s color. the design team to initiate a project.

Brand Guidelines