Brand Guidelines

2023

The Steadfast Leader wants to make the most of their time to advance the business. They are looking for operational wins that address challenges directly and don’t dance around problems. They sincerely care about processes and improvements across the organization—it’s not just lip service. They strive for consistency across the organization when it comes to processes and operations. Consistency contributes to enhancing brand trust and meeting the expectations of their customers.

They sometimes feel they’re missing important information and clues that impact the business as a whole — often wondering if the information reported by their team members is even accurate and actionable.

What Steadfast

Leaders Want

Visibility

Insight into what’s happening across the business to make sure they know what’s going on at all levels—especially at a store level.

Satisfaction

To know that people are happy. They keep an eye on both customer and employee satisfaction and know they are intertwined.

Focus

With so much going on in their day-to-day, they want to laser in on the things that are truly important and actually matter. They want a way to filter out the noise.

Clarity

They are tired of guessing. With a lack of data and insight, much of what they hear or see could merely be assumptions.

Consistency

They crave consistent processes across an organization to bring familiarity and assured quality for a customer. Familiarity and assured quality brings repeat, happy customers, creating super fans.

The Bottom Line

They care about the foundational nuts and bolts that drive the business. From the experience to tangible profit.

1.5 Brand Archetype

Our archetype is used as a symbolic tool to make who we are better understood, internally and externally.

AKA Discoverer, Explorer, Pathfinder, Wayfinder

- Can see through the fog

- Seeks out a world unknown

- Looks for the areas of highest potential

- Relentlessly motivated

- Driven to learn and know more

- An unquenchable thirst to know

More about the Seeker

“The real act of discovery consists not in finding new lands but in seeing it with new eyes.”

— Marcel Proust

The Seeker is a sub-archetype of the Explorer. As a company, we want to help businesses find a better way forward. We have an open mind to possibilities no matter how hidden they may seem at first.

As the Seeker, we have the ultimate goal of empowerment. We guide our customers and empower them through understanding.

We listen—to the data, to the surroundings, and for the potential. We help illuminate the path to possibility through what we find.

1.6 Idea Worth Rallying Around®

Our big idea is intrinsically tied to our purpose and vision. This is the flag we carry.

Our internal north star. It’s evergreen, not just a tagline. It’s big, simple, and true.

"Why wait?"

Why

This brings in the aspect of curiosity of

the brand. Seeking the unknown and

asking questions. Asking why.

Wait

A delay or lingering. Also representative

of anticipation for what’s next.

“Why wait?” is our Idea Worth Rallying Around® — the simplest, most compelling idea at the center of our brand. Intrinsically tied to our purpose and vision. This is the flag we carry.

We reveal what’s behind the line so that businesses can help customers feel seen and transform them into devoted fans. To fulfill our purpose, we seek out the unknown. We ask the right questions to help make the invisible visible. Whether with customers or our team, we value inquiring minds.

To make impactful changes we need to know what’s at the root. Questioning the status quo helps us see new possibilities everywhere. We understand and we help reveal what’s behind the line, so we can do something to fix it.

“Why wait?” speaks from different viewpoints. Why wait in line? Why should the steadfast leader wait to make improvements? Why wait to challenge what’s happening in the industry now? Why wait to ask questions? Why wait to contribute ideas? Why wait to pay attention to people in line?

“Why wait?” leads us to our vision of a world where no one is forgotten in line. A happy line leads to a happy life. A life where you are intentional about time — for both the business and the customer.

Why it Works

Intentional About Time

Making the most of our time shines though in this big idea. Why spend time waiting? And if we do have to wait, do we know why?

Curiousity

Leaning into our wonder about data, and about what’s behind the line. This big idea amplifies our curiosity.

Possibility

Questions lead us down the road (or line) to possibility. We are opening up space for exploring the unknown.

Archetypal

This draws on our archetype of the Seeker by fully embracing the wayfinder and revealing lessons and insights below the surface, forging a path ahead.

How this fits the Seeker

The seeker is a wayfinder—they see through the fog. The best way to see through the thick of what’s around us is to ask questions, to seek out new perspectives. We are asking the core question of, “why wait?” It’s the starting point to everything we do.

The Idea in Action

Below you will find some suggested copy that can support this big idea in action. This will help you visualize how this might work. These phrases support the concept of “Why wait?”

1.7 Manifesto

A creative narrative that captures the FasterLine brand's ethos, facts, and feelings.

Download Manifesto Poster

We spend so much of our life waiting.

Waiting to get to where we’re going.

Waiting for things to be better, faster, more fluid.

Waiting, without being seen or heard.

Waiting for someone to care.

It’s a real shame to waste so much precious time.

Especially if we don’t have to.

So then how can it be that we lack innovation

and creativity when it comes to waiting in line?

Have we simply accepted long lines as a necessary

evil, a part of the way life works?

This whole thing is way out of line.

We need something to stand for.

Data-driven, efficiency-minded, process-streamlining practices.

Something real and true.

Something to quench our thirst for optimization.

What if there was a different and data-proven

way to move every line faster?

Like the one we’re standing in, right now.

The one that’s jammed, inefficient, frustrating, and unfulfilling.

What if all it required was a willingness to forget

everything we know and embrace a new way forward?

We’re drawing the line right here.

And creating a new one:

The line we want to wait in.

A you line.

A human-centered experience.

Because everyone wants to be acknowledged.

No one should feel forgotten.

Everyone deserves to get where they’re going.

And we all benefit when a line moves.

Why wait?

2.0 Verbal Identity

Download Verbal Identity Document

2.1 Voice Persona

Drawing on our brand personality, this is who we are when we write and speak. Created to connect with our audience, our invented voice persona defines our character and makes abstract ideas tangible.

This is particularly useful because it helps us understand, “How would FasterLines say this?”

Meet FasterLines' Voice Persona

"Flynn"

The data nerd next door

Drawing on the seeker archetype, Flynn is on a tireless quest for possibility.

Think Marie Kondo meets Simon Sinek — Flynn holds great wisdom, but is the forever-student just the same.

Flynn looks through a curious lens, which is ever-inviting.

Flynn lives at the crossroads of empowering, aspirational and actionable, providing decision-makers with a new lens through which to view their operational flow. Flynn is positive, empowering stakeholders to see a brighter future in the present. Flynn is the street evangelist of data — sharing the power that simple data has to make a huge shift.

Flynn casually and purposefully introduces disruption, as they challenge thoughts in the name of growth. Growth. Flynn looooves growth, as it pertains to streamlining process, wait time, and the customer experience.

Flynn questions what is possible, and the ways in which we operate. They’re conversational —real, hates inefficiency, and candidly talks about their experiences to help connect and encourage expanded thinking and action. Flynn is principled, and not afraid to share it. They deeply believe it is wrong to make people wait without being acknowledged, to forget to provide people with an expectation, to rob people of the only thing more important than money: time! Flynn values time.

Flynn also knows that a line isn’t the bad guy, it’s the red herring. The real culprit is the delay. Flynn is a needless delay detector.

Flynn is a humble data coach — never claiming to know more about your business, your customers, or your processes than you do. Flynn is helpful and in your corner, calling out the blind spots, and purposefully pointing out the areas that need the most attention. Flynn is focused and clear, because they believe the truth should always be simple. Overcomplicated tech and AI may appear innovative, but in Flynn’s book it’s about simplicity and implementation that is real and right now. Flynn’s goal is to bring harmony for both sides of the counter: customers, employees, company leaders, business owners, and the FasterLines team.

2.2 Voice Pillars

Drawing on our desired brand personality, our invented voice persona describes who we are when we write and speak. Created to connect with our audience, it personifies our brand character and makes abstract ideas tangible.”

Enthusiastic

Enthusiasm is at the core of our expression. We find great excitement as we open our clients’ eyes with our proven metrics. We deeply believe in the power of what we have to offer, and burst at the seams with a “we just can’t wait to share it with the world” type of energy. We speak with a tone that conveys excitement, energy, and positive emotion. It is our special way of showing our passion for what we do.

We are: Energetic, Passionate, Inspiring

We are not: Overzealous, Giddy, Balls to the Wall

Tips to infuse enthusiasm:

- Deliver words with a sense of urgency and conviction.

- Avoid using negative language, as it can dampen the mood.

- Vary sentence structure: Use a mix of short, punchy sentences and longer, more complex sentences to
create a dynamic rhythm to keep readers engaged and interested.

- Use exclamation points, question marks, and dashes sparingly but strategically to emphasize and excite.

- Use examples, anecdotes, and stories to illustrate passion and excitement.

Kind

Kindness lies at the heart of everything we do. We strive to streamline the human experience, and in doing so, we approach our work with both intellect and heart, taking great care to relate to others. We balance our enthusiasm with warmth, empathy, and concern for others, which is especially important in situations where the other person is experiencing stress, anxiety, or other difficult emotions. Our kindness eases concerns and creates a sense of safety and comfort.

We are: Friendly, Understanding, Generous

We are not: Soft-spoken, Fluffy, Emotional

Tips to demonstrate kindness:

- Show up as real and honest — real people just like you.

- Address the audience with respectful language that shows we value and appreciate them.

- Demonstrate understanding by acknowledging feelings and experiences.

- Speak in a calm, helpful, and reassuring manner when tensions are high.

Illuminating

Our strength lies in our ability to open eyes and shift paradigms. We do that by illuminating the path ahead for those who need us — elevating processes and shifting perceptions to help them see what they otherwise could not. We speak in a way that conveys knowledge, wisdom, and insight to spark curiosity and inspire others to explore what we can achieve together. We catalyze change.

We are: Informative, Insightful, Factual

We are not: All-knowing, Preachy, Stiff

Tips to sound illuminating:

- Use language that is clear, concise, and easy to understand.

- Use facts and evidence to illustrate points and back up opinions.

Outspoken

We are not afraid to speak up and out, we are disruptive with purpose. Our innate seeker spirit compels us to uncover lessons beneath the surface and explore the unknown, and we recognize that candid conversations are essential to achieving these goals. We advocate for change and challenge “the way things are done.”

We are: Opinionated, Bold, Brave

We are not: Arrogant, Forceful, Bull-dowser

Tips to sound outspoken:

- Say what we mean

- Use assertive and confident language to convey opinions and ideas.

- Avoid using weak or tentative language that can make you sound unsure or hesitant.

- Remove qualifiers (very, often, hopefully, practically, basically, really, mostly)

- Invite others to share their own opinions and experiences; ours isn’t the only one that matters.

2.3 How To Do It

Here’s how we use language to deliver on our voice pillars and bring our brand idea to life. We are:

Practical & Actionable

Not looking into the future, but observing the present.

This:

We are practical. ‘Right now, at this very moment, there are things that could be done to help you.’ Let’s think simpler, let’s think about the present moment and the actionable fixes available to us, rather than about the way things could be. We are observing and optimizing the here and now. We are all about actionable data that empowers you to see.

Not this:

‘Imagine a world in which this is possible.’ We aren’t dreamers. We’re not fanciful.

Sharing & Humanizing

Share a communal frustration through story, with an actionable fix.

This:

'We’re going to be in lines, so let’s make it a good experience.’ We acknowledge that lines are a part of life, and focus on optimizing the experience, using real humanizing narrative as our way in. We aren’t afraid to talk about what frustrates us, because we know addressing the problem is the first step to the healing process. ‘Lines are our problem, everyone's problem.’

Rather than complaining, let’s observe and dig in. And if we’re going to complain, we’re going to follow the rightful complaint with wisdom and truth, a way out of the fog — and a face to the familiar words. Let’s not ignore the problem, let’s really get into it, with an authentic story as our methodology.

Not this:

Sharing pithy complaints that offer a faceless problem with no solution; “doesn’t it just suck to wait?” Empty complaints put us into a victim mindset, and don't empower or educate. We don’t simply focus on the issue, a heartless complaint without a story.

Simple & Clear

Keep it simple.

This:

We don’t use a lot of fluff or extraneous words, we cut right to the heart of the matter. We don’t complicate, we don’t use run-on sentences, we are clear and concise…with plenty of personality and heart. This is our key differentiator.

Not This:

We don’t use too many variables. We aren’t too techy or complex. We focus on one thing: the delay, and how that translates into ROI, fans, and harmony. We are not theoretical. We’re not talking about ‘if this were a thing…’ We’re not dealing with theories of what can be done, we’re dealing with facts around what is.

Inviting & Inquisitive

We ask questions as a means of educating.

This:

We value curiosity, conversation, and collaboration. We invite you to consider something you otherwise might not have. And we do it through a lens of wonderment, encouraging inquiry. We are grounded and generous as we ask “don’t you want to know when your lines are slow and when they’re not?” Or the inevitable question that is aimed at assessing, not assuming or shaming: “Do you think that you are managing wait times perfectly?” We open conversations with “consider…” “forget what you know about…” and “what if…” to begin the process of flipping the script.

Not This:

We are never didactic and overt in our educating and data-providing. We aren’t shaming. We create a brave space, where organizational leaders can honestly observe what’s happening in their business.

Empowering & Service-Oriented

We impart knowledge.

We share data as an act of service,

a way to give back and do good.

This:

Behind all of our communication is the desire to share. As the humble seeker, committed to helping the world gain deeper insight, we drop wisdom wrapped in a relatable & refreshing candor. We are the keepers of real-time feedback. It’s holistic. It’s knowledge funneled through a lens of process: Observe, Learn, Act. That’s how we approach everything we do, and that’s how we speak. Like a great coach, we give you a fresh new observer, a new lens through which to look at yourself, your business, and your entire customer experience.

Not this:

We’re not dry, and our language doesn’t include implied knowledge — we don’t assume you know it all. We’re not drab. We’re not devoid of heart and purpose — never too salesy nor money-focused.

Opportunity & Optimization Focused

Rather than complain about problems, we look for opportunities.

This:

“How can we get people in and out faster and smoother?” Rather than pointing a finger at the negative, we explore the fixes that we can tangibly monitor and tweak. We can fix the things you thought were unfixable for so long. More so, we can fix the things you didn’t even know needed fixing! We zero in on needless delay as the point of improvement, not the line or wait itself. We want lines, we want demand. We despise delay. So we’ll shine a light on where the possibilities for disposing of delay exist. Everything is an opportunity for a fix, adjustment, optimization.

Not This

“Your lines are too long, people are angry and leaving! You’re not servicing people in an efficient and productive way.” The drill sergeant style of coaching and training.

Humble & Hungry

We view ourselves as perpetual students, always seeking to improve and level up our skills, knowledge, and expertise.

This:

We make learning the central goal. Curiosity and openness to constant optimization is the key for everyone, including us. We adopt a beginners mindset, allowing us to see beyond our preconceived notions and biases.

“Is it possible that…”

Not this:

“We already know…” or “This is the only way…”

Disruptive With Purpose

We challenge assumptions and shift perceptions in the name of growth.

This:

So many company owners are resigned to the way things are, we hate that. We challenge norms, go-to processes, and the ‘way things are done.’ We challenge the way company leaders and stakeholders approach their business, the way they think about data, and the way they think about their own role in their organization’s ecosystem. We approach things differently. “Let’s start at the beginning. Let’s look at it from square one.” “Let’s put ourselves in the shoes of a person waiting in one of our lines. What do they see, feel, hear?”

Not this:

We’re not jerks about it. We can’t want it more than you. If you’re gung-ho, we’ll be gung-ho with you. We don’t make assumptions about our clients or their business, we set the example. We don’t come across cocky or rude, we’re not know-it-alls. We’re not bullies.

Personal & Relatable

We leverage our life experiences.

This:

We are right there, in the trenches, right beside you every step of the way. We see our clients, the customers, the employees, the stakeholders, the entire ecosystem as an extension of our own story, because at the end of the day we all want the same things. We create the line we want to wait in, because we’re all also consumers. We all wait in lines. Let’s take what we know to be true from our own personal experiences and put it to work for our business. We use our own experience to fuel innovation. We create the world we want to live in. We create the lines we’d want to wait in.

Not this:

We never speak as outsiders, or foreign to the problem.

2.4 Voice In Action

Key Themes

1. Our view of the world

2. How we help (core benefits)

3. Reasons to believe

Theme 1:

Our View of

the World

Small insights can create massive shifts.

If we told you that you could create better customer relationships with just a little extra knowledge, wouldn’t you say yes? If you could get a birds-eye view of the street you’re driving on and see an accident up ahead, you’d make a turn. We’re all about those small insights, resulting in a powerful ripple effect.

It doesn’t have to be broken for you to fix it.

You know that timeless wisdom (if it ain’t broke, don’t fix it) — it’s not true! If it ain’t broke, why wait for it to break? You can turn good into great now. We call your attention to potential holes before they sink your ship. We’re proactive.

The simpler the better.

Sometimes companies view complexity as a value-add, we don’t. When you add complexity to things, you’re adding more parts that could break, and greater barrier to entry for the organization itself. We know that our clients have tried data before, it was clunky and difficult to integrate. We provide a natural add-on to our our clients’ existing operation. Minimal to no training required. Optimization, not complication. We’re here to make what you already have work more effectively for you – rather than ‘here’s a boatload of new things that you need to install, figure out, and troubleshoot.’

Message in a few sentences:

It doesn’t have to be broken to fix it, so why wait? By the time you recognize what’s broken, you’ve already lost revenue. Create your own opportunities and get ahead by using your existing security cameras paired with our technology to tell you how your long lines cost you customers, return visits, and general dissatisfaction. Why wait for negative reviews to roll in when you can get your lines moving with FasterLines?

Theme 2:

How We Help

(Our Core Benefits)

We bring visibility to your blind spots.

You can only fix the problems you know exist. We’ll help you do that, with data. It’s not magic. All of this practical actionable knowledge is right there in front of you, it’s just hard to see when you’re in it. We’ll be your 3D glasses and help those key insights pop out — helping you see the red flags!

We affect the most important customer decisions.

We empower you to create a larger lifetime value for every customer. We help you create return customers. The key to powerful marketing is associating a brand with a positive feeling; a positive line-waiting experience is one of the most salient things you can experience with a business. We optimize that experience for your customers, while simultaneously optimizing your employees’ experience (happier customers means happier employees means better business and happier stakeholders). Help your employees interact with happier customers, allowing them to enjoy their jobs more. We help you create more fans!

Our data sparks your operational wins.

We initiate a ripple effect, creating seismic shifts in your business.

We teach our clients how to fish, so that they can feed their teams (and themselves) forever. We’re the long-term solution. We know that a small adjustment can have a lasting impact on customers, employees, and revenue — and across our clients’ multiple locations. The potential is significant, and is something that will only get better and better. We set that ball rolling. The first fix should pay for the cost of the service, beyond that is pure ROI.

Message in a few sentences:

Your business is a delicate ecosystem; even the smallest nudge in the right direction could lead to a profound and lasting positive change in customer satisfaction, revenue, and employee retention. Just like seeing the road from a birds-eye view helps you to avoid obstacles, our real-time data and insights help you find opportunities for small but necessary changes that will turn customers into fans and fans into lifetime shoppers. Your customers will be that much more likely to forgive your imperfections, tolerate the ebbs and flows of your business, and come back despite any hiccups because they’re bought in. The experience that your customers have in line determines how they show up at the front of it, so treat them to a good experience in line, and they will pass this gratitude back to you.

Theme 3:

Reasons to Believe

1. Simple data that’s proven to generate fans and up to 12x ROI!

2. Real-time data, tried and tested with real companies to create measurable change!

3. We take what you do well, and add speed of service. We add efficiency to your value proposition.

4. If lines are efficient, people are happier. What’s not to believe?

Message in a few sentences:

There’s no need to over-complicate things — the more moving parts, the more likely one of them will break. We believe simpler is always better. We have stripped down our system to use what you already have to tell you real applicable data to help optimize your line waiting experience and see up to 12x ROI. Our data and coaching has been proven across industries to generate real and measurable impact. Efficient lines create happy customers, happy customers come back, that’s just a simple truth. There’s nothing to wait for, literally.

2.5 Signature Phrases

Multi-purpose phrases that sit at the center of the brand. Pick and choose to use in content, particularly for headlines and soundbites.

Download Verbal Identity document to view full list of Signature Phrases.

01.

The experience that a customer has in line determines how they show up at the front of it.

02.

We’re not adding another layer of complexity, we’re removing one.

03.

The data you can see.

04.

Simple data that makes huge shifts.

05.

Actionable data that’s as seamless as waiting in an efficient line.

06.

The first fix pays for the cost of the service — beyond that is pure ROI.

2.6 Word Kit

Key vocabulary to shape our language in communications. This section should be added to, over time, to improve consistency and shape our language in communications.

Download Verbal Identity document at the top of this section to view full Word Kit.

Data-driven

Human centered

Clear

Simple

Optimize

Harmony

Truth

Growth

Proven

Metric

2.7 Storytelling

The 300-word elevator pitch gives a concise narrative that helps the audience connect with FasterLines as a brand.

We spend so much of our life waiting.

Waiting to get to where we’re going, for things to be better, for someone to care. It’s a real shame to waste so much precious time when we don’t actually have to. Everything in our world is streamlined, everything’s about usability, ease and immediacy. So why is it that when it comes to lines, we’ve given up our desire for more? Why is that a line is where innovation ends? We’ve resigned to waiting. That’s not OK. We’re drawing the line.

The experience that a customer has in line determines how they show up at the front of it. And to optimize that customer experience, we’ve created a unique ‘delay metric’, a one-of-a-kind unit of measure that highlights the hold-up in your flow. Because we know you’re busy, we know you don’t always know where to look to find the problems and solutions in your business. So we’re here to shine a light on something that may have been shrouded in inefficiency for so long that you’ve just accepted it was a natural part of your business.

We can empower you to fix things you didn’t even know were fixable. So often, data is about long-term comparisons. Not ours. Ours is immediate. This isn’t about anything but right now, a minute-by-minute analysis of your efficiency. And you get to do whatever you want to do with that data. We trust you like that. We’re your data coaches — the Alfred to your Batman, the Q to your Bond. We’ll empower you to optimize as you see fit because you’re the hero of your team. We simply provide you with another added layer of insight into your operational flow, because we value your time. Let’s create a line worth waiting for. Don’t delay.

3.0 Visual Identity

3.1 Combination Mark

Our logotype communicates 'speed' through the slanted angle and fluid structure in selected letters.

Bold letterfoms and tight letter spacing reinforce the urgency and the power as well.

Download All Combination Marks

Combination Mark in Primary Palette

Hover your cursor over the image to reveal the alternative colorway.

Combination Mark in Secondary Palette

Hover your cursor over the image to reveal the alternative colorway.

3.2 Stacked Combination Mark

Our stacked combination mark is designed to work in smaller spaces.

Stacked Combination Mark in Primary Palette

Hover your cursor over the image to reveal the alternative colorway.

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Combination Mark in Secondary Palette

Hover your cursor over the image to reveal the alternative colorway.

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3.3 Symbol

Inspired by and to complement 'data'- the common thread of our visual system-our symbol is a letter 'F' with movement designed with primary shapes, like bars from a graph.

Download Symbol

Symbol in Primary Palette

Symbol in Secondary Palette

3.4 Logo Usage

Follow these dos and don'ts to maintain integrity of the logo in all applications.

Clear Space

The diagrams below illustrate roughly the minimum amount of space that should be allowed around the logotype, symbol and combination mark.

Combination Mark

The space is equal to the size of the 'e' in the logotype at 100% scale.

Hover your cursor over the image to reveal the clear space guidance.

Stacked Combination Mark

The space is equal to the size of the 'e' in the logotype at 100% scale.

Hover your cursor over the image to reveal the clear space guidance.

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Stacked Combination Mark

The space is equal to the size of the X-height of at 50% scale.

Hover your cursor over the image to reveal the clear space guidance.

Incorrect Logo Usage

3.5 Color

The chosen colors represent our brand and reflect our personality. Using our color palette consistently across all communications will build recognition for our brand by contributing to a unified look and feel.

Download Color Palettes

Primary Palette

Primary colors should be used in important brand moments to build recognition and association with our brand. Here are the exact values of each color. These should be followed at all times for consistency.

Black

#000000

RBG: 0 0 0

CYMK: 91 79 62 97

White

#FFFFFF

RBG: 255 255 255

CYMK: 0 0 0 0

Mint

#5BF297

RBG: 91 242 151

CYMK: 56 0 59 0

Primary Color Combinations for Typography

Primary Color Combinations for Graphic Elements

Always use black and white with another color to design infographic to keep it simple and clear.

Do not use two colors in one infographic design at the same time

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Secondary Palette

Secondary colors can be applied with primary colors to support communications. Our secondary palette adds depth and variation to multiple communication touchpoints of the brand. Below are the exact values of each color which should be followed for consistency.

Orange

#F29D51

RBG: 242 157 81

CYMK: 1 46 72 0

Blue

#7FCBF2

RBG: 127 203 242

CYMK: 51 3 0 0

Light Gray

#EDEDED

RBG: 237 237 237

CYMK: 8 6 7 0

Gray

#CBCBCB

RBG: 203 203 203

CYMK: 24 17 18 1

Dark Gray

#2D2D2D

RBG: 45 45 45

CYMK: 71 61 57 70

Secondary Color Combinations for Typography

Always use only Black and White for text.

Always use only for Mint for website buttons.

Backgrounds can be with primary or secondary colors.

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Secondary Color Combinations for Graphic Elements

Always use black and white with another one color to design infographic to keep it simple and clear. If you are on a black background our dark gray can be used with another color, please see example below.

Do not use two colors in one infographic design at the same time.

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Sentiment Palette

Sentiment colors are used specifically for demonstrating product in marketing communication or directly in product.

Use Green for positive alerts, Red for errors, and Yellow for warnings.

Green

#00D656

RBG: 0 214 86

CMYK: 69 0 85 0

Yellow

#FFE136

RBG: 255 225 54

CMYK: 2 8 84 0

Red

#FF4A4A

RBG: 255 74 74

CYMK: 0 82 62 0

3.6 Typography

Neue Haas Grotesk is a versatile and contemporary sans serif. Without being overly characterful, it feels clear-headed and easy.

It compliments and works harmoniously with the shapes in our graphic system without overpowering it.

Minimum contrast in stroke weights makes the strokes visually look like “lines.”

We use it across our system for both headline and body fonts to make things impactful and simple to execute.

Purchase Neue Haas Grotesk

Typography Dos and Don’ts

3.7 Photography

Our photography should represent our brand’s essence.

It's important to consistently show core ideas in these buckets across all images. Here are a selction for refence from online stock sites.

Download Photography

Photography Bucket: Managers

Managers at work showing positive and relaxed facial expression.

Outfit, environment should be neutral, simple and relatable. Ideally bring in some brand colors so the palette will be on-brand.

Photography Bucket: Customers

Customers in stores or in cars feeling satisfied.

Outfit, environment should be neutral, simple and relatable. Ideally bring in some brand colors so the palette will be on-brand.

Photography Bucket: Lines

Literal or abastract people or cars in line with simple composition and background.

Photography Bucket: Environment

Show relevant environments in a simple or abastract way to visualize the services indirectly.

Keep composition, colors, cropping clean.

3.8 Layout

The below templates have been created to ensure a consistent layout of type across collateral items.

Portrait

Landscape

3.9 Graphic Elements

We have a variety of graphic elements that are used to create various brand and campaign graphics.

Please take note of the construction of these elements, which is detailed below.

Download Graphic Elements

Overview

Below are the basic shapes that all other graphic elements are created from. They are available to download in the Graphic Elements header above.

Graphic Element Usage 1: Pattern

Our basic shapes can be used to create a versatile pattern. Details on how to construct this pattern can be seen below; along with approved colorways that should be used.

Pattern Construction

Step 01.

Our pattern elements all stem from a singular circle, aimed to reference individuals in a line. We then craft our modules from aligning these circles together and connecting them.

Step 02.

Step 03.

The spacing between our elements is then defined by 50% of the width of our circles. This is then applied between each circle, module and bar to create consistency.

Step 04.

The space between our elements is then rotated 90 degrees in order to create our vertical spacing between each row of elements.

Step 05.

Graphic Element Usage 02: Infographic

Here are various examples of how to construct infographics. Always use the primary three brand shapes and refer to the secondary color section above in 3.5 for applying color to infographics.

Here are a few examples of how we create infographics using our primary shapes.

fas-graphic-element-usage-2-infographic4x-8

Graphic Element Usage 3:

Image Container

Our graphic elements can be used as frames to house photography, this also allows photography to be used conjunction with the pattern.

Graphic Element Usage 4: Image Overlap

The elements can be used to overlap images and hide certain portions to create more visual interest and provide us with another way to use photography.

Graphic Element Usage 5: Typographic Lockup

Typography and graphic elements can be used together to create typographic lockups. Examples of these can be seen below.

4.0 Collateral Examples

4.1 Symbol Applications

4.2 Logotype Applications

4.3 Print Collateral

4.4 Social Media Banner

4.5 Social Posts

For inquiries regarding the FasterLines identity, please contact:

Rob Meng

rob@fasterlines.com

Brand Guidelines by Motto®

Back To Top

Brand Guidelines

2023

Contents

1.0 Strategy

2.0 Verbal Identity

3.0 Visual Identity

4.0 Collateral

1.1 The Context

What We Know

The Opportunity

1.2 The Name

Faster = the ability to move or function quickly.

Lines = following a moving point.

1.3 The Culture

Our Vision

Our Purpose

Who We Are

What We Do

How We Do It

Our Values

1. Use time with intention:

3. Simplicity is key

2. Nothing is too small:

4. Possibility is everywhere

Explaining Values

Going a bit deeper, for each value, you will see the following:

Value:

Use time with intention

Value:

Nothing is too small

Value:

Simplicity is key

Value:

Possibility is everywhere

1.4 The Audience

The Steadfast Leader

What Steadfast

Leaders Want

Visibility

Satisfaction

Focus

Clarity

Consistency

The Bottom Line

1.5 Brand Archetype

AKA Discoverer, Explorer, Pathfinder, Wayfinder

More about the Seeker

1.6 Idea Worth Rallying Around®

Why

Wait

“Why wait?” is our Idea Worth Rallying Around® — the simplest, most compelling idea at the center of our brand. Intrinsically tied to our purpose and vision. This is the flag we carry.

Why it Works

How this fits the Seeker

The Idea in Action

1.7 Manifesto

Why wait?

2.1 Voice Persona

Meet FasterLines' Voice Persona

The data nerd next door

Drawing on the seeker archetype, Flynn is on a tireless quest for possibility.

2.2 Voice Pillars

Enthusiastic

Kind

Illuminating

Outspoken

2.3 How To Do It

Practical & Actionable

This:

Not this:

Sharing & Humanizing

This:

Not this:

Simple & Clear

This:

Not This:

Inviting & Inquisitive

This:

Not This:

Empowering & Service-Oriented

This: