16Brand GuidelinesJanuary 20232Welcome to the Bolt brand guidelinesThese guidelines will instruct you on how to use our brand identity effectively, to make all brand communications look and sound their best.This document will take you through 11 sections: strategy, tone of voice,logo, color, typography, art direction, illustration, iconography, expressions, components, and product which cometogether to make the Bolt brand.IntroductionStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogoColorTypography23Table of ContentsStrategyArt DirectionTone of VoiceLogoColorTypographyIllustrationIconographyExpressionsComponentsProductContact-4193241-------IntroductionStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogoColorTypography320Tone of Voice21Bolt isn’t just about checkout.It’s about the stories we tell – what we say and how we say it – to each other, our users and the wider world. This section provides some guidance on writing and sounding uniquely Bolt.IntroductionColorTypographyStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogo522Tone of voice is our way of making every interaction with Bolt effortless, energetic and compelling through language.It means how we use words and storiesto bring the brand to life across real and virtual worlds, products, marketing campaigns, customer-facing comms, and internal documents.IntroductionColorTypographyStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogo6Knowingly playfulComfortably at easeThoughtfully conciseToV Principle OneToV Principle TwoToV Principle ThreeToV PrinciplesIntroductionColorTypographyStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogo7We have three guiding tone of voice principles that help bring Bolt to life:What it meansWe’re direct and straightforward in our communication. We get to the point efficiently, avoiding superfluousness or overly lengthy explanation. Each word in a sentence should have a job to do—if it’s not working hard, cut it loose. That said, we must always avoid being terse or short. We are efficient, but never cold.How it affects our writingLead with benefits. Short attention spans require us to make our writing instantly impactful. The primary focus of our comms should be to demonstrate how Bolt solves our customers’ problems. Headlines should always be grounded in a feature or benefit.Thoughtfully conciseToV Principle OneIntroductionColorTypographyStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLogo8Checkout that lasts a second.Loyalty that lasts a lifetime.Checkout faster thanyou can say ‘one-click.’ToV Principle OneExample copy - ShopperShockingly simple.The very very very very simple checkout.IntroductionColorTypographyStrategyArt DirectionIllustrationIconographyExpressionsComponentsProductContactTone of VoiceLo...
