download guide - Melody

Brand Standards GuideFOR INTERNAL USE ONLYV1 08.2013

letter from the presidentDear Soundcast Partner,As we embark on the launch of a new generation of products beginning withMelody, we have decided to elevate the quality of our marketing and brandinginitiatives. We want to ensure that our consumer brand reflects our standardfor superior sound. With this in mind, we’ve embraced the challenge of directlyengaging our ultimate consumer in order to build awareness, interest andexcitement around our mission.Melody offers a sophisticated and fresh approach to the portable music industry.Through this product, we hope to share our passion for music and quality soundwith music-lovers everywhere. Sporting sleek design and incredible performanceon all levels, Melody is already creating waves worldwide.Working together with an award-winning marketing and brand communicationsagency, we’ve developed a unique identity and persona for Melody, our latestBluetooth ® wireless speaker. Our process entailed competitive research, consumerinterviews and behavioral analysis. This brand guide reveals our research findingsand guidelines for our new brand. At the highest level, Melody stands for thefreedom to “go places,” “musicality,” and “quality.”Our brand strategy for Melody marks the beginning of a series of new marketingand brand initiatives that will take place at Soundcast in the coming months.As you examine this document you will find detailed information, examples andspecifications for implementing the Melody by Soundcast brand within yourorganization for both print and electronic mediums. We encourage you to takethese guidelines as inspiration to represent and express the spirit of Melody toyour customers, family, and friends.Cordially,Mike Weaver, President

meet melodyThe take anywhere, everywhere wireless speaker.Positioning Melody. Melody is a full-featured product. From our groundbreakingomni-directional high quality sound to world class design, Melodydelivers on every level. For when we need to present the media or our customerswith a full overview, we have created the following short description.FILE REFERENCE: SCS-Melody-Short-Description-300word.docxMelody Wireless Bluetooth ® Speaker System is going places—literally. With its weatherresistant enclosure, Melody is designed for outdoor and indoor entertainment, evenpoolside listening.The speaker is highly portable with its built-in, sturdy carrying handle and compact size,weighing only 9 lbs. Melody achieves superior audio performance through the latestBluetooth v3.0 interference-free wireless operations with AAC/AptX Lossless Quality Codecs.This allows users to seamlessly stream music from the cloud, a personal music library,iTunes ® , Internet radio apps including Pandora ® , Spotify, Rhapsody ® and more. Melody’somni-directional design creates a 360-degree soundstage from an 8-speaker array (4-bassradiators and 4-high performance arrays) with proprietary DSP and a high-powered bi-ampfor deep bass and robust sound performance.With a built-in high capacity lithium-ion rechargeable battery system, users can enjoy theirmusic for up to 20-hrs of playtime on a single charge. For added convenience Melodyincludes a rapid battery charging circuit for USB charging. Likewise, users can change tracks,adjust the volume, and access the play/pause/back control commands on the convenienttop-mounted keypad without having to reach for their Smartphone or mobile device;instead, users can leave their phone or music source device in their pocket or bag.Featuring a 3.5mm auxiliary audio input, users can connect Melody to any audio source. Inaddition, Melody comes with an A/C adapter, 12-volt automotive adapter, and Micro USBcharging cable. With its sleek design, user-friendly features and superior sound, Melody isthe ultimate listening companion. Users can enjoy their music, in every location — fromcooking at the kitchen counter…to afternoon at the beach…to a rooftop soirée — whilealways achieving 360-degree sound perfection.

Our target audienceMelody is an aspirational product. We deliver high-end audio and design at aconveniently priced range. Our audience wants to feel they are getting the bestin class and we deliver on this promise.Our personaWhat is a persona? Personas are fictional characters created to represent the different usertypes, attitudes and/or behavior sets within a targeted demographic that may use a site, brandor product in a similar way. Melody was inspired by the following attributes below. Use theseattributes as inspiration when writing or designing around Melody.While we based Melody’s persona on a female character, our product appeals toboth male and female audiences. We are targeting users between high-20’s tolow 50’s–adults that have a good income ($65k+) and have an active social andphysical life.When positioning Melody remember not to skew too much on the female side.In order to make the product attractive to our core demographic we also wantto appeal to our male audience.IMPORTANT: When writing about Melody, NEVER refer to the product as HER (person), alwaysrefer to the product as IT (object).persona, audience & personalityMelody is...Her facts...She appreciates...Her appearance...Her interests...FeminineFemaleBeautySophisticatedMusicLuxurious36 years oldDesignStylishSunbathingRefinedCollege graduateArtSleekSailingBeautifulShe’s singleTechnologySexyDinner partiesActiveShe’s cosmopolitanQualityHipBBQsShe’s driven & accomplishedSoundHigh EndTravelShe enjoys good companyDetailsPolishedYogaShopping

our tag linesWhat is a tag line? A memorable phrase that will sum upthe tone and premise of a brand or product, or reinforcethe audience’s memory of a product. For Melody we havedeveloped 3 tag lines. This gives us the flexibility to position ourproduct based on context and audience. These tag lines can beuse in conjunction with one piece or separately.MAIN TAG LINEThe take anywhere,everywhere wireless speaker.our brandmarkWe use this tag line as our leading opening tag line. Shouldbe used always, especially in advertisings or where thereis not an opportunity to expose the consumers to ourfull messaging and features. This tag line addresses theportability, weather resistance and Bluetooth ® capabilities.Use Open Sans Bold.Our brandmark is how we display our product logotype in acurrent manner. This is the most commonly used element in ourgraphic system and several versions exist to provide flexibility in itsapplication moving forward.POSITIONING TAG LINESophisticated, sexy, smart.Always invited.ColorsIn most applications use the official Soundcast brand colors; this helps us roll up the productbrand to the Soundcast brand.This tag line helps us position Melody’s persona. We canuse it as an opening statement when describing the productto consumers as an aspirational brand they can relate to.Use Open Sans Light Italic.BRAND TAG LINEgo placesGo places summarizes what Soundcast brings to themarketplace. The freedom to enjoy audio anywhere. Weuse this tag line to help position Melody around portabilityand weather resistance.Use Open Sans Light.

our brandmarkReversed applicationsPrimary usageTo serve as an identifier of the company while reinforcing our brand position. In thisinstance, the icon and logotype should appear stacked as shown below. The tag line can beused as a separate element on the design.For reverse applications only use the logo on top of solid colors. Only use approved colorsfor reverse application or seek authorization from Soundcast marketing department.To serve as an identifier of the company while explaining our brand position. In thisinstance, the tag line should appear with the brandmark as shown below.The take anywhere, everywhere wireless speaker.Regardless of usage, “Melody” should always appear in the company approved brandmarkand should never be substituted by a font or any other handwriting font or illustration.Clear spaceTo ensure legibility, recognition and to prevent obstruction of our brandmark, a protected area ispreserved around the logo. This space is required to avoid crowding of other elements.The clear area around the brandmark is indicated by an imaginary box, based on the height (seehighlighted area) of the “M” character in the brandmark.When used as a graphical element, the tag line should always be using Open Sans Bold font.M IconWe have developed a simplified icon based on the “m” for usage as a Favicon on the weband other applications, such as social media, promotional items, etc. where the mainbrandmark does not fit or its size would be too small.MMFILE REFERENCE: SCS-Melody-Identity.zip

features &iconographyLong descriptorsEntertain indoors or outdoorsthanks to Melody’s weatherresistant enclosurePlay up to 20 hours with a built-inhigh capacity lithium-ion batteryStream your music from a wide arrayof devices via Bluetooth ® technologyControl your music withouttouching your device withMelody’s built-in controlsGrab the stylish built-in handleand take Melody anywhere themusic takes youConnect any of your audiosources with the built-inAUX input portStream CD-quality audiofrom your compatible devicesso you don’t miss a noteExperience 360° soundwith our omni-directionalspeaker technologyKeep Melody going with the included12-Volt automotive adapterMelody is a feature-rich product. This is why we have developed a series of icons to help visuallyrepresent the main features.Short descriptorsWhen talking about the product features, other than in technical specifications documents, usethese icons. The icon can be used standalone, with its descriptor text or in conjunction with othergraphics and images.Weather ResitantStream via Bluetooth ®Comfort Carrying HandleAlways use the icons within the circles and use the official Open Sans font.20 Hour Built-inRechargable BatteryBuilt-in Keypad ControlsIncredible 360º SoundStandalone iconsFILE REFERENCE: SCS-Melody-Features-Icons.zipApplication samplesgo placesThe take anywhere,everywhere wireless speakerwww.followmelody.comWeatherResistantStream viaBluetooth ®go places20 Hour Built-inRechargable BatteryIncredible360° SoundWeather ResistantIncredible 360°SoundStream viaBluetooth ®Built-in KeypadControlsIcons with descriptors20 Hour Built-inRechargable BatteryComfort CarryingHandleThe descriptors helps us define Melody’s core features. We have develop two descriptor sets.Long descriptors are use in packaging and where the marketing piece space allows for it’s use.These descriptors are prefered.Short descriptors are used on pieces with limited space. We use this descriptors with our six (6)or four (4) core features. See the examples in the next page for a reference. Use the provideddocument for text reference (SCS-Melody-Icon-Descriptors.docx).

visual language &graphical elementsCirclesThe circle is a key element in all of our communications. Inspired by Melody’s shape, this elementaccentuates our product’s curves. We use the circle on most pieces of our branding.Use the circles to define icons, images, QR Codes or even the brandmark. In addition, partial circles canbe use as graphical elements (as used in this Brand Guide) and showed in the samples below.WeatherResistantgo places20 Hour Built-inRechargable BatteryTo help visualize our brand, we rely on unique graphical elements thatrepresent the uniqueness of our company and our products. In this section,we’ll learn about the visual language and elements available to create ourmarketing communication materials, displays, digital media, web and any othervisual expressions of the brand.Solid colorsWe rely on solid colors to help section groups of content. Solid colors can be used to highlight importantcontent or bring a clear and clean break in the content and communication elements, as demonstratedbelow.Weather ResistantStream viaBluetooth ®go placesThe take anywhere,everywhere wireless speakerwww.followmelody.comThe take anywhere, everywhere wireless speakerEntertain indoors or outdoorsthanks to Melody’s weatherresistant enclosureExperience 360° soundwith our omni-directionalspeaker technologyStream your music from awide array of devices viaBluetooth ® technologyIncredible360° Soundgo placesBBQ • Picnic • Beach • Poolside • Yoga • Cooking • Relaxing • Tailgating • Party •AACControl your music withouttouching your device withMelody’s built-in controlsPlay up to 20 hours 1 ona single charge withbuilt-in rechargable batteryGrab the stylish handle andtake Melody anywhere you go“Soundcast’s Melody has set a new,audaciously high standard for portableBluetooth ® speakers. It’s certainly one ofthe best sounding Bluetooth ® speakersI’ve ever heard, and it has an absurdlylong battery life… Melody is the envy ofall other Bluetooth speakers. It doesn’tget any better than this.”Incredible 360°SoundStream viaBluetooth ®Built-in KeypadControls20 Hour Built-inRechargable BatteryComfort CarryingHandleDarryl WilkinsonHome Theater MagazineJune 29, 2013We agree.Get involved with the best in class.www.followmelody.comWeather ResistantStream via Bluetooth ®20 Hour Built-in Rechargable BatteryIncredible 360° SoundBuilt-in Keypad ControlsComfort Carrying HandleAAC

colorMelody’s color palette is based on the Soundcast’s and provides consistencywithin our company’s identity. Our colors also convey energy, confidence,reliability and quality.typographyOur color paletteThese three colors will be carried over to the new Soundcast brand. These colors have representedSoundcast for more than 10 years, and illustrate an approachable, confident, knowledgeable company,and are well-regarded by our customers and staff.The corporate colors are only to be used for the brandmark and corporate communications such as:Corporate Identity, General Company communications (PowerPoint Presentations, brochures, brandawareness materials and promos, etc.).Always use these colors in conjunction with white.Type helps convey the personality of our brand and brings clarity to ourcommunications. These typefaces are based on our ease of use, energy,confidence, reliability and the quality of our company and products.Open Sans is our main typeface. This typeface brings familiarity and confidence to our communications due to its clarityand scalability. Open Sans is a Google font, for instructions on using the font for web please visit: http://www.google.com/fonts/This is the main typeface for our communications. Its versatility provides a wide range of weights and styles for maximumflexibility. This font is to be used for headlines, titles, sub-titles and general copy. In addition, this is a universal type available inmost electronic devices and computers, ensuring brand consistency across our communications.Trade Gothic LT Std compliments Open Sans and brings a technical and masculine element to our communications. In additionthese fonts comply with international standards and symbols for Latin based languages. For Asian and Arabic languages specificfonts should be used. If none of the official fonts are available, please use Arial or Helvetica Neue as an alternative.144PantoneCMYK: 2 | 54 | 100 | 0RGB: 241 | 139 | 33287PantoneCMYK: 100 | 88 | 19 | 10RGB: 32 | 61 | 124Cool Gray 8PantoneCMYK: 48 | 40 | 38 | 4RGB: 138 | 138 | 141BlackCMYK: 0 | 0 | 0 | 100RGB: 0 | 0 | 0FILE REFERENCE: SCS-Melody-Fonts.zipOpen SansabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890`!@#$%^&*()-=_+[]{}|\/?ñéäHelvetica Neue/Arial (PC andSubstitute)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890`!@#$%^&*()-=_+[]{}|\/?ñéäHEX: #f18a20HEX: #213c7cHEX: #8a8a8dHEX: #000000TRADE GOTHIC LT STDabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890`!@#$%^&*()-=_+[]{}|\/?ñéä

Product StandaloneUse this photography as standalone or tocomplement layouts. Always use approvedphotography provided by Soundcast.Standalone images can be used over white or anyother solid colors to create layout compositions.Avoid adding graphics on top of these images unlessprovided by Soundcast or approved by our marketingdepartment (see 360º example on this page).FILE REFERENCE: SCS-Melody-Standalone-Product-Images.zipphotographyMelody is a beautiful device that stands out anywhere it goes. It matches manydifferent lifestyles, both outdoor and indoors, and photography has a critical rolein helping us communicate all of its attributes.In this section we’ll provide all the guidelines and available photo assets we haveto communicate not only the technical qualities of Melody, but also to build itsaspirational lifestyle. In addition, the creative samples provided throughout thisguide can be referenced for usage and inspiration.NOTE: Provided files ending on “-lr” are web-ready, low resolution files and should NOT be used for print.Use files ending on “-hr” for print purposes.

LifestyleStock Images and OtherLifestyle photography allows us to communicate Melody’sbrand persona. By placing Melody around different scenes andlifestyles we not only portray it’s portability, weather resistanceand beautiful design, but we also help to communicate theaspirational characteristics that our brand embodies.Sometimes we’ll encounter circumstances where we want to convey a feature or lifestyle without thedevice. In these cases we can use stock photography can be used to help communciate our message.When using stock photography, always look for images that convey the high-end, aspirational aspect ofour brand. Below we show some examples of stock images we have used in current materials.When photographing the device, always place Melody in theforeground, making it the central visual point (see samples). Toachieve this style, reference the techniques noted below:1. Use depth of field to help the device stand out while placing modelsin the background to provide context.2. When shooting a full focus scene, try to place the device frontand center.3. If using the device in a scene without models, always arrange Melody asthe main focus and try to display the device as how it would be used inthose environments.Stock images and technical drawings can also be used to provide context to our messaging such astextures, water, weather, music, technical specifications and other elements.FILE REFERENCE: SCS-Melody-Lifestyle-Product-Images.zipFILE REFERENCE: SCS-Melody-Stock-Images.zip

Brand Standards GuideFOR INTERNAL USE ONLYV1 08.2013For more information or questions please contact:marketing@soundcastsystems.comSoundCast Systems Inc.881 Kuhn Drive Bldg 200Chula Vista, CA 91914+1 (619) 591-0126