Introduction
Rakuten Ready is a brand that helps hundreds of businesses create rewarding experiences for their customers every day. This guide was created to help you understand the DNA of our brand, and give guidance on how to create communications that consistently reflect who we are.
Manifesto
At Rakuten Ready, we believe in getting out of the house. In running into your neighbors, making local discoveries, and having authentic moments with brick & mortar merchants.
But those moments can never happen you’re stuck at home waiting for a delivery.
That’s why we create technology that helps retailers streamline mobile order fulfillment, making it easy and gratifying for customers to pick up their stuff.
Because there’s an endlessly exciting world out there. We make it Ready for people to go out and grab it.
Brand Story
Some days the stars align. You make every green light. The train arrives the moment you step onto the platform. Your team performs at its peak, no speed bumps, hiccups, or trip ups. This is the optimal state of flow.
And at Rakuten Ready, it’s what we help retailers and restaurants create for their business and their customers.
When businesses are in the flow, they know exactly when customers will ARRIVE, so they’re always be ready for them.
When businesses put customers in the flow, they deliver moments of perfect timing that makes those customers want to return again and again.
In a world where everyone is constantly fighting inconveniences, we make mobile order pickup a pleasure, and something worth going out for.
Welcome to Rakuten Ready. Welcome to life in the flow.
Messaging Hierarchy
Our messaging hierarchy reflects key aspects of our brand. Our logo is the highest representation.
“Good to go” can be used as a tagline or key headline.
“Making mobile pick up more rewarding” or other benefit-oriented lines can function as a primary headline across the Rakuten Ready product line.
Messaging Pillars
Product benefit
Let the orders flow.
Rakuten Ready’s ARRIVE technology predicts customer arrival times with 99% accuracy, allowing you to prioritize order prep and be ready for customers the moment they arrive.
End Customer Benefit
Let the smiles flow.
It may only take a moment, but when a customer picks up their order fresh, hot, and on time, it deepens affinity with your brand. A last impression that leaves a lasting impression.
Business Benefit
Let your business flow.
Rakuten Ready lets you optimize operations while increasing revenue, and grow repeat business by creating exceptional customer experiences.
Table of contents
Logo
The construction of the Rakuten Ready logo follows Rakuten’s corporate guidelines. “Ready” is placed either to the right of the Rakuten wordmark or below depending on the available space for each application.
As a rule of thumb, use black logo when green is prominently featured. When green is minimally featured in the layout, use green version.
Use "Powered by" logo lockup on co-branded materials as needed. Generally used within in a product or advertising.
Color Palette
--> Primary colors are Rakuten Green and white.
--> Use black as main type color on white background.
--> With green background, use white type.
--> Secondary colors can be used as a highlight color, though use yellow sparingly.
Rakuten Green- Pantone 7480
White
Secondary Colors
Pantone 353
Pantone 387
Pantone Cool Grey 3
Pantone Black C
Typography
Aperçu is a sans-serif typeface released in 2010. Aperçu is available in four weights—light, regular, medium and bold—each with matching italics. Use Aperçu Regular for text copy and Aperçu Medium for headlines and section headers.
Aperçu Pro Regular
Aperçu Pro Medium
Aperçu Mono Pro is used for numerals and short headers in infographics.
Use either Regular or Medium weights.
Calibri as used a secondary back-up font. Use either regular or bold.
Underline formatting rules
Type sizes and hierarchy
Iconography
--> Use icons as bullets to give a visual cue to the content.
--> Icons must be simple enough to scale small and remain legible.
--> Colors: On green backgrounds - black or white. On white backgrounds, use green.
--> If an icon does not exist in our Icon Library, choose simple icons with sharp corners.
--> When scaling make sure the stroke scales proportionally.
Graphs
--> Create charts and graphs using Rakuten Green as main color, with secondary colors for support.
--> Use Aperçu Mono Pro for all numbers and short headers.
--> Please refer to the graph kit for examples of of how to use ground shadow.
Business Cards
One Sheet
--> Underlined headline on front.
--> Bold use of Rakuten green.
--> Use arrows to show benefit, use icons to highlight specific features.
--> Make sure to allow for ample white space.
White Paper
--> Underline headlines of 3 lines or less.
--> Omit underline for longer headines and when space is limited.
--> Use large sections of green with white type for introductions and emphasis.
--> Use green caret in corner to indicate there’s more to a section.
--> Avoid using yellow as a highlight color.
--> Use lighter green for header backgrounds and first columns.
--> Use shadows in infographics when possible.
Brand Photography
Our brand imagery is indented to imply moments of flow. People moving about their lives getting stuff done thanks to easy pick up experiences. The green backgrounds reinforce our iconic brand color and our Flow Tryptichs express the fast and seamless experience of mobile ordering, arriving and picking up orders.
Show customers and employees interacting. Use the same graphic treatment to highlight the transaction.
Product photography
Features takeaway packaging on Rakuten Green background. Product should break through the background onto the white space in the layout when possible.
Lifestyle Photography
Original images to be shot featuring people interacting with technology as well as in locations. People should look naturally lit and relaxed.
Show touchless pickup as well. Example: bags ready to be picked up on shelves.
Look for natural moments to include a pop of Rakuten green.
Advertising
Out of Home
Print Ads
Advertising uses brand photography on Rakuten Green background. To accommodate a white border, especially in print, figure may break through the background onto an angles white space. Underline headlines when appropriate.
Online Banner Ads
Website
Swag
--> Bold use of Rakuten Green.
--> Use underlines on headlines.
--> Opportunites to use takeaway packaging to communicate the messaging.
--> Use takeout cups, bags, and containers as a fun way to communicate our messaging.
Look for opportunities to use take away packaging at events to articulate our brand and celebrate mobile order pickup.
Rakuten Brand Guidelines
For questions contact us at info@rakutenready.com
Social Media