Table of Contents
01
Our Story
As consumers have increasingly shifted their attention towards on-demand, online products and services, many people have taken the value of local business for granted. Whether they are plumbers, jewelers, or car dealers, all local businesses have at least one thing in common: they find a way to adapt. They tackle whatever gets thrown their way. They just need the right tools.
Enter Podium. What started as a way for one tire shop to get more reviews became a powerful suite of tools for local businesses everywhere. Everything they're already doing well can now be done even better with Podium. Podium gives local businesses the unique advantage of meeting customers where they’re at, both online and around the corner.
02
Our Voice
Our voice is:
Authentic & Relatable
• Use conversational, approachable language
• Write in a friendly, warm tone
Clear & Easy-to-Digest
• Be succint & direct
• Stay focused—don't try to explain everything at once
Helpful & Credible
• Be the expert—help them understand our product better
• Offer solutions to their problems
Our voice is not:
Intimidating or Complicated
• Keep it simple & solution oriented
• Talking points should be focused & relevant to your customer's needs
Enterprise jargon-y or Clever
• Use plain, clear language that everyone can understand
• Don't use enterprise jargon or terms that people are unfamiliar with/have to google
Confusing or Overwhelming
• Don't try to explain to much at once
• Messages should follow a hierarchy of key product benefits to remain clear & consistent
03
Logo
Primary Logo
Podium's primary logo suggests structure and simplicity. Instead of using a typeface, the logo consists of custom drawn letter forms that give it a unique, personalized look. The spacing between the letters has been adjusted for maximum effect and legibility and should not be altered.
Clear Space
To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. All sides must be surrounded by adequate clear space. Clear space should always equal the width of the “P” in Podium, or X.
Minimum Size
The lockup’s height should never appear smaller than .15” when used in print.
Logo with Color
Appropriate contrast is important for legibility across all platforms. These are examples of how to use the Podium logo on different backgrounds. The Podium logo in stinkbug should be used on light backgrounds to provide the most contrast. When on a darker background, the logo in eggshell should be used.
How Not to Use
Always use the original and approved artwork; never alter any aspect of it. Do not attempt to redraw or recreate the Podium logo in any way. Included here are examples of treatments to our logo that are strictly forbidden.
04
Symbol
In most cases, the Podium symbol is used in spaces where a horizontal format is not ideal. In these instances, the symbol is used alone and should always appear in stinkbug on a light background, or eggshell on dark backgrounds.
Clear Space
To ensure its integrity and visibility, the logo should be kept
clear of competing text, images, and graphics. All sides must be surrounded by adequate clear space. Clear space should always equal to the base of the symbol, or X.
Minimum Size
The symbol’s height should never appear smaller than .15” when used in print.
Social Icons
The Podium social icon should primarily be used as profile picture or avatar on official social media accounts and in other digital applications where appropriate. Don't use the icon as a standalone object in decks or other layouts.
05
Color
Stinkbug
Hex — 1C1D18
RGB — 28, 29, 24
Rust
Hex — AF4E30
RGB — 175, 78, 48
Eggshell
Hex — FAFAF7
RGB — 250, 250, 247
Eggshell 200
Hex — F8F5F0
RGB — 248, 245, 240
Rust 500
Hex — 7A3722
RGB — 122, 55, 34
Dusty Blue
Hex — 749094
RGB — 116, 144, 148
Meadow
Hex — 6E7551
RGB — 110, 117, 81
Cheddar
Hex — E1A660
RGB — 225, 166, 96
Color Pairing
Not all of our colors should be used together. The examples to the right are approved color combinations that work well together and have the right amount of contrast.
06
Typography
Primary Typeface
Graphik is our primary typeface. Graphik Medium is used for headlines and CTAs, Graphik Regular is used for subheads and body copy.
Graphik
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Graphik
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Secondary Typeface
Grenette is our secondary typeface. Both Grenette Semibold and Semibold Italic are used for supporting copy and short, single lines of text. The italicized version is also used to add emphasis where appropriate.
Grenette Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Grenette Semibold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Type Hierarchy
We use hierarchy to convey our messaging clearly and powerfully. Headlines should be large, short, and to the point. They should be the first thing that draws your eye. Body copy should be the smallest type size on the page, but still large enough to be legible. Tags and other ancillary text should be scaled appropriately. CTA’s should be large enough to be clear and draw attention.
07
AI Branding
For any designs and materials that focus on Podium's AI offerings, we have a unique AI-subrand with a set of different logos to be used in various situations.
Podium AI Logo
This logo consists of the Podium wordmark and our AI mark put together. It quickly signifies that Podium is an AI-focused company and is used in a small number of situations where this needs to be communicated quickly. In the vast majority of cases, the Podium primary logo should be used.
Isolated AI Mark
The AI mark is used across various types of AI-related designs. It can be used as a tag or icon to quickly indicate the AI capabilites of a product.
AI Employee Logo
This mark is used to represent Podium's AI Employee. It can be used as an eyebrow line or stand-alone logo on any designs related to AI Employee and should be the primary logo used. The gradient bolt icon helps tie the overall mark to the general AI branding.
AI Employee Bolt
Like the isolated AI mark, the AI Employee Bolt is a shortened version of the AI Employee logo and can be used as an icon or design element where it makes sense. It should only appear after the viewer has seen the AI Employee logo and can understand what this stand-alone bolt means.
08
Graphic
Elements
Graphic elements are used to create visual interest and bring a small touch of personality to our brand. They add a level of approachability to different layouts and designs, helping our brand feel more organic and less stiff. Follow the guidlines below when using graphic elements with our brand.
Symbols
In certain cases, we use a group of symbols that reference crop and registration marks on printed materials. This gives our brand a worn-in, hand-crafted feel. These elements should be used sparingly and always be on the smaller end of the spectrum, so as to not distract from the primary message or visual.
Texture
Like the symbols, we use textures to add a warm, gritty tone to our visual branding. This helps designs feel less digital. Textures should always be partially out of the composition, ideally showing 50% or less of the whole shape.
Product Icons
Product icons are designed to provide a simple, graphic element that distinguish one product from another. When used on dark backgrounds, the stroke should be eggshell, with a dusty blue circle. When used on light backgrounds, the stroke should be stinkbug, with a dusty blue circle. When used on colored backgrounds, the stroke should be white, with a stinkbug circle. The stroke weight of the icons should always stay the same, regardless of scale.
09
Motion
Productive
This type of motion has a steeper curve and more aggresive easing. Used when working with most objects.
Emphatic
This type of motion draws the viewers attention through expressive movement. Used with whatever object the viewer should be focused on.
Realistic
This type of motion is used for everyday digital elements, such as texts and graphic modules.
