Welcome to the Zugu Brand Guidelines. The following document serves as a reference to guide the outward communication and design across all touch points of the Zugu brand.
It introduces our identity and explains the guiding principles for each element of our brand: the way we look, sound, and behave. Together they exist to holistically reflect who we are as a brand. In each section, you’ll find the details on the many layers that help create Zugu’s brand identity.
Chapter 01
Positioning
Introduction
Brand positioning is a filter for decision–making.
In order for Zugu to become synonymous with one idea, every decision, across every department—from recruiting to new product development—must pass through this filter.
Positioning answers the question: “Why Zugu?”
It also serves as the foundation for all execution and activation for the brand, from the way we look to the way we behave, and everything in between.
Please note: The language shown in the following sections is not meant to be consumer facing.
Brand Narrative
Your iPad is a masterpiece. It’s impeccably designed. Wonderfully portable. And incredibly intuitive.
It’s there when you need to answer an email from the jet bridge, there to support your creative streak, and there to distract your kids when they’re distracting you. But Apple optimized for technological power and matchless design, not for the reality of the everyday. Because they didn’t know we’d drop it on the floor while trying to make the bed. That we’d use it to edit a presentation while waiting for coffee. Or that it would as often be handled by tiny fingers as it would be by adult ones.
So it’s delicate, but unprotected. When you need something more precise than a finger, it doesn’t deliver.
And if it tries to stand up on its own, it literally falls on its face.
At Zugu, we recognize that everything and everyone—no matter how great—needs support. That even the world’s greatest ideas and most extraordinary inventions need a stage to stand on.
And we’re here to be that support system for the iPad. Here to protect it with a microfiber interior and drop protection. To support it with an adjustable stand offering a wide range of angles. And to help it reach its full potential in all the ways you use it.
We are Zugu. Here to bridge the gap between what a great invention is and what you need it to be in your everyday life.
Purpose
We exist to bridge extraordinary inventions and everyday realities.
Brand Idea
Built for the everyday.
Beliefs
01
The iPad is a work in progress.
At Zugu, we know that no masterpiece is ever finished, not even the iPad. No matter how great the product, company, or person, we are all works in progress. It’s why, as a company and as people in the world, we have committed ourselves to iteration and to growth—our own and that of others.
02
Everything and everyone needs support.
No matter how ingenious the product, how great the company, or how skilled the person—we all need the support of others. And we are all capable of giving support in its many forms. At Zugu, we recognize the essential role of support, both in business and in life.
03
Success is tested in the everyday.
At Zugu, we measure success by testing how well a product or policy performs in the reality of the everyday. We don’t get caught up in theory—instead favoring reality as our metric for success. If it doesn’t work in our daily lives, it doesn’t work.
Behaviors
01
Pursue constant improvement.
At Zugu, we recognize that even the greatest ideas can use additional inputs. It’s why we seek to pursue improvement and add value wherever and whenever possible. Internally and externally, we are “yes, and” people and Zugu is a “yes, and” brand—here to champion existing greatness.
02
Support others.
Zugu as a product literally supports the iPad, but we also define support more broadly—providing our employees with the latest in benefit standards, our customers with a stellar customer service experience, and our communities with aid where needed.
03
Learn from everyone and everything.
At Zugu, we know that no matter how great the invention, if it doesn’t work in our daily lives, it’s not doing its job. It’s why we take the time to understand people and their lives, so that we’re always building for them and the reality of their everyday.
Chapter 02
Verbal Identity
Introduction
Zugu’s verbal identity is our toolbox.
What follows is a collection of words, ideas, and technical directions that will guide our messaging and bring our brand positioning to life.
Key Messaging
Built for the everyday
This is how we tell the story of our brand idea. It tells everyone who we are and why we’re here.
OOH sample copy:
– Making a case for it since 2010.
– To have and to hold. ’Til it’s time to recharge.
– For the couch. And cross-country trips.
– Stick it somewhere useful.
– Better together.
– Features. For your features.
Built for the everyday
This is how we tell the story of our brand idea. It tells everyone who we are and why we’re here.
OOH sample copy:
– Making a case for it since 2010.
– To have and to hold. ’Til it’s time to recharge.
– For the couch. And cross-country trips.
– Stick it somewhere useful.
– Better together.
– Features. For your features.
The iPad is a work in progress
How we build a narrative around our belief that iteration is always in the conversation.
Product insert sample copy 01:
Hey [Handwritten NAME],
Congratulations on finally getting your hands on your new [CASE NAME] case!
Since 2010, we’ve been working with ways to rethink how a case can do so much more than protect the iPad. Not just because that’s what every case should do. But also because you deserve the ability to unlock even more of what your iPad can do.
Product insert sample copy 02:
Sure, many of us use it to just check email, watch our favorite TV and movies, and read the latest news. But even more of us rely on our iPads for video calls, education, collaboration, work, and yes—keeping the kiddos busy and entertained when you need a moment to yourself.
No matter what you’re doing, do it confidently knowing Zugu’s got you and your iPad covered.
-Team Zugu
Everything and everyone needs support
How we build a narrative around our belief that anything can be optimized.
Podcast Mid-roll Ad :30s
Title: “Been There”
VO sample copy 01:
Have you ever wished you could use your iPad without having to have it in your hands? Like when you’re ten fingers deep in pizza dough? Or when you just want to watch videos? Or your favorite show? A podcast even?
At Zugu, we’ve been there. It’s why we put a magnetic kickstand on our premium cases so you can securely set your iPad at different angles.
VO sample copy 02:
Every Zugu case is designed to make your iPad better, so you can find even more ways to use it.
Zugu. For your everyday.
To check out our cases and order your own, tap the screen now.
Success is tested in the everyday
How we build a narrative around our belief that the most impactful use cases are the most ubiquitous ones.
Product description re-write sample copy 01:
You deserved better
For over a decade, we’ve known the best case had to keep your needs in mind. From price point to premium materials, it had to be everything you’d need to enjoy your iPad.
And then some.
It’s why we added a super functional stand that snapped to attention when you needed it, whether it was on your lap or on the fly.
Product description re-write sample copy 02:
Taking things further, we added the ability to mount the case to any metal surface. We even made a custom space for your Apple Pencil, so you can easily recharge it after a long day of sketching out ideas. Or stick drawings.
To top it all off, we wrapped it all in a sleek case so you could still enjoy that trademark Apple design.
Voice Traits
Confident
We boldly speak to our product benefits without hesitation.
Self-Aware
We immediately focus on what we do best, without taking it too seriously.
Memorable
We craft dynamic moments, and constantly optimize our language, so we’re always unforgettable.
Empathic
We continuously connect our efforts back to the customer—their needs, their wants, and their emotional states.
Voice Persona
The Knowing Friend
When you need help, The Knowing Friend is there.
Why?
Because they’ve been where you’ve been. They’ve had a bad experience, or broke something. Or worse—spent too much money on a lot of stuff that amounted to a whole lot of nothing.
They listen to you—using empathy to understand exactly what your needs are and how they can be met.
They’ve dedicated themselves to learning what they could do to fix problems, creating memorable ideas and solutions.
They’ve spent enough time doing it that they’re confident in what they recommend to you when you ask for their opinion and help.
When it’s all said and done, they’re self-aware enough to keep it real with you about what they know, what they can help you with, and what’s really important: getting the most out of your experiences with the people and things you’ve invested in.
Key Audiences
Employees
They need something to believe in and rally behind.
Our messages to them are:
—An excellent product supports a user’s wants and needs first
—We never settle for greatness in the moment
—There’s purpose in making life easier for other people
Introduce/Inspire sample copy:
Uncommon quality for your everyday.
Inform/Convert/Invite sample copy:
‘Best’ can be better when our best was last year.
Re-Engage/Connect sample copy:
Keep last Christmas’ gifts intact this Christmas.
Students
They need to know that a case is worth buying.
Our messages to them are:
—Be ready for your education, everywhere that it happens
—There’s more to your iPad than meets the eye
—Your best investment needs investment, too
Introduce/Inspire sample copy:
Take risks with your ideas, not your devices.
Inform/Convert/Invite sample copy:
We’ve got degrees too. About 300 of them in every case. With that much range in motion, you can study at home, on the bed, and while doing yoga. We don’t totally recommend that last one though.
Re-Engage/Connect sample copy:
Encase your device. Unlock your possibilities.
Professionals
They need to know that we match performance with price.
Our messages to them are:
—Our livelihood is ensuring yours is protected, day in and day out
—We never compromise on quality, no matter how affordable we are
—We've made great tools for your greatest tool
Introduce/Inspire sample copy:
Designed for all your possibilities.
Inform/Convert/Invite sample copy:
For every challenge, every day.
Re-Engage/Connect sample copy:
We could tell you we had some magic algorithm for our newest prices, but that’d be a lie. We spent way more on making these cases perfect. All you need to know is they’re now 20% off!
Parents
They need to know that our cases will survive nearly anything.
Our messages to them are:
—One case can handle everyone’s needs
—You know what your kids are capable of
—Not spending more, later, is a priceless future
Introduce/Inspire sample copy:
Making hands happy since 2010.
Inform/Convert/Invite sample copy:
It’ll cost you less now. We know from experience.
Re-Engage/Connect sample copy:
If we had a case for every one dropped…wait. We do.
Corporate Buyers
They need to know that we tirelessly design for demanding situations and professionals.
Our messages to them are:
—Give your people the gift of added functionality
—Long-lasting quality will always be a feature
—We design for professionals first
Introduce/Inspire sample copy:
For the 9-5’ers. The 10-to-10’ers. And the On-Callers.
Inform/Convert/Invite sample copy:
We design for productivity.
Re-Engage/Connect sample copy:
Made to rise above every challenge.
Brand Stewardship
Support willingly.
Speak in the past tense to highlight our bias towards positive action.
Excellence is a core principle for us. In practice, this means we should always lean into what a customer needs, no questions asked.
In copy, we channel this idea into having a bias toward actions. In these cases, we leverage the past tense to show how we’ve gotten ahead of an ask.
Ex. “Hey Rishi, thanks for letting us know about the issue with your case. We’ve authorized a refund, and have shipped you a new case right now. It should get there by Thursday.”
This kind of bias can also look like freely inviting users to field test new prototypes, sharing videos about our production process, and inviting them to vote on what charities we should donate to.
Stay grounded.
Don't hero ourselves, but what the product can do for our users and our beneficiaries.
As a passionate company, it can be easy to get lost in our own myths. If we aim to be excellent, that’s something we can’t afford to do. So, we find ways to remind our customers, and ourselves, that we do our part but we’re not arrogantly “saving the world.” A good way to create balance is to always tie how we’re able to give back to what we sell. E.g. “Every case sold supports our mission to end child hunger in South America.” “X% of sales go to building a new community center in [Insert COUNTRY/COUNTRIES].”
Self-awareness can also go a long way, e.g. first responder messaging — “iPad cases don’t save lives, but some of the people who use iPads do. We ensure they can keep their tech intact when the going gets tough.”
Try new things.
Never settle for saying the same thing over and over again, unless it works.
A core part of our strategy and brand is iteration. When writing, it’s important to take this to heart so that we can always find the best ways to talk about what we do best.
This can include things like testing different messages to users via email, product inserts, and even auto-replies. These experiments can help us understand what resonates most with our customers.
Chapter 03
Visual Identity
Introduction
Zugu's visual Identity is how we shape our brand image and create an impression through visible elements including our logo, symbol, color, typography, content framing, illustration, and iconography. In order to best understand our capabilities within this system, we have provided some rules and best practices.
Logo
Move, shift, drop, flex, support. The Zugu brand adapts to everyday challenges with ease because we’re flexible enough to work with the changing world around us. Our primary logo form embodies a variable, responding to space and formats in a fluid way. The fully customized letterforms reflect the ingenuity of the design philosophy behind our product and brand.
Primary Logo
Horizontal
Primary Logo
Vertical
Logo Anatomy
Clear Space
A minimum area of clear space must always surround the Zugu logo. This area of isolation allows the primary logo to stand out by ensuring that any copy, additional identities, or other visual elements are kept clear from the logos.
Clear space is defined by the height and width of the ‘Z’ symbol within the Zugu logo.
Minimal Sizing
Minimum sizing of our logomark is defined in pixels for digital applications. These minimum sizing rules allow the Zugu logos to be legible in small digital spaces.
Horizontal logo: 80 px minimum width
Vertical logo: 20 px minimum width
Incorrect Usage
Consistency is key when it comes to the Zugu logo. In order to preserve the integrity of the logo, the following examples illustrate how it should not be used. These same rules apply across both logos and symbols.
01. Don’t distort the logo
02. Don’t add effects to the logo
03. Don’t change the color of the logo
04. Don’t place the logo in a container
05. Don’t place the logo on busy backgrounds
06. Don’t place the logo on colors with low contrast
07. Don’t rotate the logo
08. Don’t rearrange the elements of the logo
09. Don’t alter the logo letterforms
Symbol
The ‘Z’ letterform, crafted from the Zugu logo, may be used on its own as a secondary symbol to create icons for specific applications. However, it should only be used in very limited cases, and only when the entire Zugu logo cannot fit within a design requirement. Preference should always be given to using the full Zugu logo. Never use the 'Z' symbol and the Zugu logo in conjunction with each other.
Symbol Usage
1. Use as a sign off on the back side of the application in addition to the primary logo.
2. Use as a social media avatar when the primary Zugu logo cannot fit.
3. Use as a Charity Symobol when telling the story of Zugu's current and future charity work for greater good.
Color
Our color palette is a crucial element of our visual identity, as it provides a system of hues that help communicate our ritual concept. The following is a break down of our brand palette.
Please note: When PMS colors aren't an option, we reccommend working alongside a trusted print vendor to match the CMYK values as closely as possible.
White
Light Grey
Mid Grey
Dark Grey
Black
Linen
Sand
Grass
Color Usage
A careful balance of colors are used to make sure our communications look and feel consistent. This color breakdown shows which colors we use more, and which colors we use less. This is a rough guideline—every color does not need to be represented at the same time or in the exact amount as shown here.
Light Mode
Dark Mode
Charity Palette
For light applications, white and light grey are used the most, with the darker neutrals used sparingly.
In dark applications, black and dark grey are used the most, with the mid and light greys used less.
For the charity identity, we introduce a warmer color palette of grass and linen, with sand and dark grey supporting.
Typography
Our typography system is crafted using Matter SQ, a grotesk typeface with a subtle, warm touch. This is caused by lively forms and diagonal terminals. The vertical terminals still have some angle even when it seems there is not. The beauty of our type system is its flexibility allotted through our editorial styling. Mixing the priority between the faces allows for the brand to express distinctive sentiments through varying messaging or formats when needed.
Please note: Matter SQ can be licensed from Displaay type foundry. In order to use the typefaces listed below, appropriate font licenses must be purchased.
Center Align
1. Headline - Regular
2. Caption - Semibold
3. Body - Regular
Left Align
1. Product Name - Semibold
2. Description - Light
3. Device Mode - Semibold
Content Framing
Images should always go full bleed, or be framed with a round corner frame, with a radius that’s 10% of its shorter edge. The frame can be horizontal, vertical or square depends on the needs.
Product Illustration
Zugu product illustration is minimal, simple. This helps demonstrate the form of the product. It can be used as a pattern or instruction to the details of the product.
Iconography
Iconography allows our brand to communicate simple information quickly and easily. When creating additional icons, use the line-based iconography style examples below to build a consistent look, feel and visual weight across the entire library.
2 million cases sold
100k 5-star reviews
Family-owned & operated
2 Year Warranty
30-Day Risk Free
Free 2-Day Shipping
Chapter 04
Brand Assets
Introduction
Photography art direction is an important aspect of a brand’s consumer-facing expressions. It communicates the brand in photographic form often serving alongside the visual and verbal expressions. Great photograhy will build deep emotional connections between your brand and your audience. We have provided an overview of the brand imagery assets and a guidance on when to use them.
Product Rendering
Our goal is to present the product in a modern, bold, crisp and sophisticated way, with images that are bright, optimistic and clean. The product should be rendered on a seamless or surfaced background while referencing each color way as a background tone.
We use product rendering to demonstrate and showcase the form, texture and details of the product.
Case Renderings - Black
01 Front
02 Side View (3 images), 3 of 8 possible angles
03 Front 3/4
04 Unfolding
05 Back 3/4
06 Back
07 Detail—3/4 Front
08 Detail of stylus in case
Lifestyle Photography
Lifestyle photography is product centered, contemporary and approachable. Props and items are arranged to support, highlight and help tell a story. Details are bold and minimal in composition.
We use lifestyle photograhy to communicate the brand story and the thinking and aesthetics behind the product design.
Lifestyle Photography
Lifestyle photography is product focused with a hint of the likeness of the individual, an optimistic vibe of day-to-day life and is tailored around specific scenarios.
Props are arranged to support and enhance the visual story we are communicating, but not distract from the product. Settings have character, using books, magazines and framed artwork to create an inviting and personal space.
When featuring people in the composition, faces are cropped out to just under the lips.
Ambient Video
Ambient video creates a soothing and pleasant atmosphere where Zugu merges with our day-to-day life.
We use ambient video to visualize the emotional benefits that Zugu brings to our lives, while reinforcing brand resonance.
Ambient Video Clips
We capture 10-15 second videos for these shots with talent.
01 Office
02 Dining Room
03 Kitchen
04 Living Room
05 Entryway
Chapter 05
In Use
All images are FPO.
Got further questions for Zugu?
Contact:
Tim Angel
Jenn Angel
Please note: All images in this document are FPO only and will be replaced with Zugu Brand Photography assets at a later date. All content is proprietary and confidential, and appropriate licenses must be obtained before use.