BRAND GUIDELINES
BRAND GUIDELINES SEPTEMBER 2014
7059.0914
CONTENTS Primary Logo 3 Endorser’s Logo Lockup 4 Secondary Logos, Black And White 5 Margins And Minimum Size 6 Incorrect Usage 7 Graphic Element 8 Brand Colors 9 Product Imagery 11 Info-Graphics12 Kiosk Imagery 13 Consumer Marketing 14 Consumer Typography 15 Mascot Imagery 17 Consumer Kiosk 18 Consumer Examples 19 Law Enforcement Marketing 20 LE Typography 21 LE Kiosk Examples 23 LE Examples 24 Contact Us 25
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ecoATM | BRAND GUIDELINES
PRIMARY LOGO
The ecoATM logo and colors are key elements for establishing and maintaining the identity of ecoATM. They need to be used appropriately and consistently across all printed and on-screen applications. It is vital the logo retains its intended shape, form and color.
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ecoATM | BRAND GUIDELINES
ENDORSER’S LOGO LOCKUP
To build an association between the LOB brands and the parent company name, it’s important that all Outerwall lines of business be accompanied by the endorser line, ‘Inspired by Outerwall.’ This line reinforces the hierarchy of the Outerwall parent company to our lines of business, and clearly establishes the LOB’s as peers.
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ecoATM | BRAND GUIDELINES
SECONDARY LOGOS, BLACK AND WHITE Certain instances will require that the logo be reproduced without color. In these instances, the black one-color ecoATM logo is provided. Always make sure there is enough contrast between the background and the logo.
A one-color white option is also provided, which is to be used on full color backgrounds. Always ensure there is enough contrast between the background and the logo.
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ecoATM | BRAND GUIDELINES
MARGINS AND MINIMUM SIZE
A clear space is defined to maintain the impact and integrity of the logo. If the minimum clear space is not applied, these attributes will be compromised. The margin is defined so the logo is not crammed into the corner of a page. The logo must always be one half of an inch from the edge of the page.
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ecoATM | BRAND GUIDELINES
.75”
60px
Minimum Print Size
Minimum Digital Size
To ensure legibility, the logo may not be reproduced any smaller than these dimensions for printed and web materials.
INCORRECT USAGE
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ecoATM | BRAND GUIDELINES
GRAPHIC ELEMENT The motif is used to fill white space in documents and layouts, making them look more appealing and creating a memorable look. The design language of the element is organic, almost leaf-like, tying it into the ecological message of ecoATM.
The motif can appear horizontal across the page or at an angle in any corner. It should not be screened back, tinted, stretched, or used in its entirety.
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ecoATM | BRAND GUIDELINES
BRAND COLORS COLOR
PMS
CMYK
RGB
HEX
BLUE
321C
100, 2, 32, 12
0, 139, 149
00969f
GREEN
361C
75, 0, 100, 0
52, 178, 51
2cb34a
The primary brand colors are blue and green and should be present in any ecoATM branded piece of collateral.
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ecoATM | BRAND GUIDELINES
SECONDARY BRAND COLORS
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ecoATM | BRAND GUIDELINES
COLOR
PMS
CMYK
RGB
HEX
LIGHT BLUE
3105C
50, 0, 12, 0
113, 214, 224
86d2e0
LIGHT GREEN
382C
28, 0, 92, 0
190, 214, 0
c3d82d
ORANGE
165 C
0, 68, 98, 0
255, 99, 25
f36f21
GRAY
GRAY 25
0, 0, 0, 75
63, 63, 63
3f3f3f
PRODUCT IMAGERY SIMPLE AND STRAIGHTFORWARD At this point in ecoATM’s life, photography has not been integrated into the marketing materials. Instead, we lean heavily on the kiosk as the hero and make liberal use of flat areas of on-brand color in vector illustrations of relevant content such as phones, tablets, MP3 players and other electronics.
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ecoATM | BRAND GUIDELINES
INFO-GRAPHICS
Facts are often to be called out and illustrated with an icon or picture. These facts should be short and readable, and generally appear in DIN Next W1G Bold reversed out over a rounded rectangle of a supporting color. The icons appear in a simplified fashion in white and supporting colors without shadows, gradients or texture.
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ecoATM | BRAND GUIDELINES
KIOSK IMAGERY THE KIOSK AS A HERO Whenever applicable, the kiosk should be displayed at a three quarter angle, facing right or left. The front facing view can be used if appropriate, like in a line-up. Line-ups should usually use front facing kiosks due to varying angles and perspectives. The kiosk’s upper advertising screen should be present in all images to keep an accurate representation of the kiosk.
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ecoATM | BRAND GUIDELINES
CONSUMER MARKETING FUN, FRESH, & ACCESSIBLE Material tailored to the consumer needs to be many things. It needs to be fun, friendly, easy to read and understand, eye catching, and meaningful. Plenty of white space is used to promote a clean feel and give a relaxing viewing experience. The supporting colors come in handy when trying to get the attention of an on-the-go consumer and the messaging needs to be cut down to short, concise and powerful statements.
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ecoATM | BRAND GUIDELINES
CONSUMER TYPOGRAPHY HEADLINES Headlines appear in Din Rounded regular 34 point font with size 34 leading, not medium and never bold. Often, headlines will appear in all caps. Green is the primary color for headlines.
EXAMPLE HEADLINE
SUB-HEADLINES Subheads will also appear in Din Rounded Regular in size 13 point font with size 15 leading. Blue is the preferred color for sub-heads. 10 pt of leading space should come before it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY Din Next W1G Regular should always be used for body copy at 90% grey 10 point font with 13 as the leading. An extra 5 pts of leading should go between paragraphs. One or two columns is standard. Text is most often left aligned, not centered, and not shaped around objects. Left Justifying text is occasional.
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ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec adipiscing augue elementum porttitor posuere. Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS Bullet points are used to convey information quickly, supplementing paragraphs of information or to replace lengthy blocks of text. They appear as small circles of light green. The bullets should be the same size as the type,10 pts.
• Example of bulleted list • Example of bulleted list • Example of bulleted list
CALL TO ACTION Call to actions are usually in lowercase Din Rounded bold. This is one of the only uses for the Din Rounded Bold, and it is never used in headlines or in caps. Click-able CTAs from now on will have a button in blue with the text reversed out in Din Rounded Regular.
WEB TYPOGRAPHY When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
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ecoATM | BRAND GUIDELINES
Learn more about ecoATM
EXAMPLE OF ARIAL Example of Arial. When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
MASCOT IMAGERY THE ECO ROBOT AS A SUPPORTING ELEMENT Meet Eco, the friendly ambassador who embodies the giving green machine mind-set. He lives in marketing materials and ecoATM screens, and acts as the guide for the consumer through the ecoATM process for a more personal customer experience.
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ecoATM | BRAND GUIDELINES
CONSUMER KIOSK HELPING TO REINFORCE THE BRAND Meet Eco, the friendly ambassador who embodies the giving green machine mind-set. He lives in marketing materials and ecoATM screens, and acts as the guide for the consumer through the ecoATM process for a more personal customer experience.
ACCEPTABLE KIOSK-ROBOT LOCKUPS
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ecoATM | BRAND GUIDELINES
CONSUMER EXAMPLES CORPORATE FACT SHEET
AMERICANS AND THE MODERN DAY RECYCLING DILEMMA. %
46
ecoATM GROWTH The first ecoATM was installed in September 2009, and there are approximately 900 (1) kiosks in malls and select Walmart locations nationwide.
%
%
86
%
80
77
TM
ecoATM currently holds nine U.S. and international patents, with 20 additional patents pending. ecoATM recycled its three millionth mobile device in August 2014.
Less than half of device owners would consider recycling old gadgets.
ecoATM has won several awards for innovation including the Edison Award for Innovation in Environment and Conservation (2013); CEA Innovation Entrepreneur Awards Small Business of the Year (2012); TechCrunch Crunchie Award for Best Clean Tech Start Up (2012)
Percent of device owners that believe recycling is safe.
Device owners that believe recycling is worth doing.
ENVIRONMENTAL FACT SHEET
Device owners that know it’s possible to recycle unwanted devices in drop-off bins inside cell phone provider stores or online trade-in programs.
%
55
Cash given for mobile devices ranges from $1 to $300 per device, and every transaction provides an opportunity to donate some or all proceeds to charity. ecoATM was acquired by Outerwall in July 2013 and operates as a wholly owned subsidiary based in San Diego.
Device owners that believe recycling is good for the environment.
Nearly four in ten device owners (39 percent) own at least two cell phones. Percent of device owners that know automated recycling kiosks exist.
%
20
%
12
Device owners that incorrectly believe that placing old devices in any recycling bin could be a viable option.
Less than half (49 percent) of those four have sold, recycled or given their old smart phones to someone else after they are done using it.
1. Number as of December 2013 2. As of December 2013
%
12
ecoATM.com | ecoATM.com/helping-the-environment Nearly one in three device ownersinformation Contact [email protected] for more When upgrading a device, 12 percent would just store their old devices of device owners would consider throwing 10515 Vista Sorrento Parkway, San somewhere in theirDiego homes. CA 92121 their old gadget away in the garbage. ©2014 Outerwall Inc. All Rights Reserved. ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6873.0214
6969.0414 ©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6944.0414
ED
UN I T
500,000 lbs of devices - Three space shuttles worth of plastics, metals and potentially toxic materials
A SINGLE KIOSK
The annual environmental impact of a single ecoATM kiosk is an energy savings equivalent to removing more than 4 houses from the grid. In 2013, t h e e c o AT M n e t wo r k o f k i o s k s resulted in a savings equivalent of enough electricity to power more than 2,750 U.S. homes and a hazardous waste reduction equivalent to the weight of 267 refrigerators TM
We partner with the best e-waste reclamation facilities in the country
E-WASTE FACTS
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ecoATM | BRAND GUIDELINES
The concept of ecoATM formed when the company founders realized that only 8 percent of devices were being recycled each year (according to a Nokia report), which was staggering since there were millions of devices available. This contributed to how many millions of unused mobile and electronic devices were entering landfills as toxic e-waste annually. To solve this technology problem, ecoATM turned to technology itself and developed the ultimate solution by providing convenience and an immediate financial incentive for people to responsibly recycle used electronics.
OUR ENVIRONMENTAL COMMITMENT ecoATM is committed to supporting the highest environmental standards in the industry, which includes being certified to R2 and ISO 14001 standards. Additionally, all of our recycling partners and ecoATM are active in a variety of industry organizations focused on evolving e-waste legislation and defining best practices for the industry, including The Consumer Electronics Association (CEA), The Electronics Recycling Coordination Clearinghouse (ERCC) (founding member) , and The Device Renewal Forum (DRF).
THE REUSE AND RECYCLING OF MATERIALS
Today, the average US home has 26 electronic devices
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LA ES I LV E R - D O L
1,544 lbs of silver Enough to create 22,540 American Eagle silver dollar coins (made of .0685 pounds of silver)
OUR VISION
To learn more and find a kiosk near you, go to www.ecoatm.com
ecoATM is certified to the highest eWaste and data security standards including ISO14001, R2, ISO27001 © 2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. 0000.0314
70,000 lbs of copper Enough to create a second Statue of Liberty (made of 62,000 pounds of copper) and still have extra
R
IN
F
Don’t dump it. Get paid for it. Just bring your old or unused electronic devices to EarthFair 2014 and visit ecoATM—the world’s first e-waste recycling kiosk. It’s a quick and safe way to prevent harmful elements from reaching landfills and polluting the planet. A machine will be on-site April 27, so don’t forget to bring that outdated phone or broken iPod Mini to the ecoATM kiosk.
z.
Got an old cell phone, MP3 player or tablet you’re not using anymore?
1o
TM
S O F AM AT E E ST
CA
Introducing ecoATM
ECOATM ENVIRONMENTAL BENEFITS
2 MILLION DEVICES AND COUNTING... RI
The Giving Green Machine
THE COMPANY FOUNDERS REALIZED THAT ONLY 8% OF DEVICES WERE BEING RECYCLED
According to Pew Research Center, 91% of American adults own a cell phone, and 55% own a smartphone
According to the U.S. EPA, less than 20 percent of unwanted cell phones are recycled each year
According to the U.S. National Center for Electronics Recycling (NCER) and MIT, the U.S. generated about 258.2 million units of used computers, monitors, TVs and cellphones in 2010, 171.4 million of which were collected for recycling
The majority of consumer electronics contain toxic materials such as lead, arsenic and a variety of other materials that pose a threat to the environment and human health. The first and best thing we can do is to extend the life of existing devices as long as possible so that there is no need to build new devices to take their place. The next best thing we can do is to responsibly reclaim materials from devices that are truly end-of-life. For the devices that ecoATM collects which we cannot find a second life, we partner with the best e-waste reclamation facilities in the country to ensure those materials, particularly the precious metals, are reclaimed and reused in place of mining new materials and precious metals from the Earth.
LAW ENFORCEMENT MARKETING TRUSTWORTHY & COMMITTED We take our correspondence with Law Enforcement seriously. In our Law Enforcement marketing material, the message takes priority over aesthetics. Our intentions with Law Enforcement are to gain trust and promote collaboration. Designs tailored towards Law Enforcement feature less color than consumer centered ads and leave out the friendly robot. The ecoATM kiosk has many features that help prevent phone theft and make tracking down criminals easy for Law Enforcement, but in collateral, we only focus on the positive by omitting negative words such as “criminal” and “theft”.
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ecoATM | BRAND GUIDELINES
LE TYPOGRAPHY HEADLINES Headlines appear in Din Next W1G Bold 34 point font with size 34 leading. Headlines will primarily appear in all caps. Green and Blue are both used for headlines, but if sub-headlines are present, Headlines will appear in green. The mantra for Law Enforcement is Safe, Secure, Innovative. When stacking these words on three lines, forgo punctuation, but when presented on one line, include commas.
EXAMPLE HEADLINE
SUB-HEADLINES Subheads will appear in Din Next W1G Regular in size 13 point font with size 15 leading. Blue is the preferred color for sub-heads. 10 pt of leading space should come before it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY Din Next W1G Regular should always be used for body copy at 90% grey 10 point font with 13 as the leading. An extra 5 pts of leading should go between paragraphs. One or two columns is standard. Text is most often left aligned, not centered, and not shaped around objects. Left Justifying text is occasional.
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ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec adipiscing augue elementum porttitor posuere. Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS Bullet points are used to convey information quickly, supplementing paragraphs of information or to replace lengthy blocks of text. These are especially useful for Law enforcement to make information easier to display. They appear as small circles of light green. The bullets should be the same size as the type,10 pts.
• Example of bulleted list • Example of bulleted list • Example of bulleted list
CALL TO ACTION Call to actions are usually in lowercase Din bold.
Go to ecoATM.com/law-enforcement for more info
WEB TYPOGRAPHY When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
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ecoATM | BRAND GUIDELINES
EXAMPLE OF ARIAL Example of Arial. When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
LE KIOSK EXAMPLES THE KIOSK AS AN INNOVATIVE TOOL When we display the kiosk to persons in Law Enforcement, it is meant to aid with “Transparency and Collaboration” by pointing out the features in secondary brand colors that prevent phone theft and make catching criminals fast and efficient. These lines are not always needed and it is also appropriate to keep the kiosk as a stand-alone element.
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ecoATM | BRAND GUIDELINES
LE EXAMPLES PartnerinG WitH laW enforceMent
safe
secure
THE E-WASTE CHALLENGE
A SAFE PLACE TO RECyCLE
americans buy over 150 million new phones per year and growing. less than 20 percent of unwanted cell phones are recycled each year. the majority of consumer electronics contain toxic materials such as lead, arsenic, and a variety of other materials that pose an extreme threat to the environment and human health. the first and best thing we can do is to extend the life of existing devices so that there is a lesser need to build new devices. the next best thing we can do is to responsibly reclaim materials from devices that are truly end-of-life.
our mission is to inspire mass consumer participation in e-waste recycling by providing a convenient, safe and secure place for people to responsibly recycle their used and broken portable electronics.
ecoatMtM—the first e-waste recycling kiosk—was invented to help solve the e-waste challenge by providing a safe, secure, and innovative place for people to responsibly recycle their used, broken or unwanted mobile devices for instant cash. We have created technology to solve the problem that technology created.
innovative
OuR COMMITMENT safety and security are of utmost importance to ecoatM. We are committed to establishing lasting and collaborative relations with our law enforcement associates. cell phone theft has become one of the leading crimes in the united states. ecoatM has recognized the severity of the issue and is committed to finding solutions to combat it, starting with stringent security of our kiosks. We have implemented extensive security features and processes to deter the sale of any stolen device. We also provide detailed information to law enforcement about each and every transaction, and in the rare case that a stolen phone does make its way into our kiosk, we also provide law enforcement with the information and evidence they need to prosecute the individual and return the stolen property to the victim, promptly upon request and without the need for a subpoena or search warrant.
We have designed the kiosk to be easy and efficient for use by consumers, but behind the scenes is state-of-the-art technology that includes patented, advanced machine vision, electronic diagnostics, and artificial intelligence. Moreover, the kiosk is composed of extensive security features and processes. While the vast majority of people who recycle are honest law abiding citizens, ecoatM recognizes that there will be some dishonest people who try to exploit any system. this booklet presents the ways in which ecoatM works with law enforcement and introduces the departments dedicated to the unwavering support of and proactive collaboration with law enforcement. the booklet also outlines the extensive security features and processes of ecoatM that deter the sale of any stolen devices, as well as details the tools we provide law enforcement for investigating and prosecuting suspected cell phone thieves. finally, this booklet presents the services we offer to law enforcement and the community to spread awareness and promote mobile phone safety.
A SINGLE kIOSk the annual environmental impact of a single ecoatM kiosk is an energy savings equivalent to removing more than 4 houses from the grid. the ecoatM network of kiosks in 2013 resulted in the electricity to power more than 2,750 u.s. homes and a hazardous waste reduction equivalent to the weight of 267 refrigerators.
in communities all across the country, ecoatM is helping law enforcement track down and capture cell phone thieves—and reunite victims of cell phone theft with their stolen property.
26 Today, the average uS home has 26 electronic devices
72 According to Pew Research Center, 91% of American adults own a cell phone, and 55% own a smartphone
According to the u.S. EPA, less than 20 percent of unwanted cell phones are recycled each year
105,822 pounds of copper: equal to the amount of copper in 72 Liberty Bells
3
laW enforceMent assistance features
toP security features
ABILITy FOR POLICE TO OPEN kIOSk SHOuLd THEy NEEd TO RETRIEvE PHONE
3 HIGH-RESOLuTION CAMERAS
law enforcement personnel who need access to a device inside the kiosk can simply call ecoatM and we can open the door remotely at any time. once an officer’s iD and law enforcement credentials have been validated, the front door of the kiosk will be automatically opened and a specialist will be available to help secure the device you are looking for.
cameras capture multiple images of sellers in real time. these photos are collected and provided in every transaction report.
EACH CAMERA IS A WEBCAM
RETuRN OF REPORTEd STOLEN ITEMS
a live ecoatM attendant monitors every transaction in real time.
ecoatM will respond quickly and diligently to any request from law enforcement to research and/or return reported stolen devices that may have been collected by the kiosk. any reported stolen devices will be returned with no subpoena or search warrant required and at no cost to the victim.
THuMBPRINT SCANNER valid thumbprint capture on every transaction. the thumbprint is included in every transaction report.
30-dAy INvENTORy HOLd ecoatM voluntarily holds all inventory collected for a minimum of 30 days. We comply with all jurisdictions where the mandatory hold is longer than 30 days. once the hold period has passed we ship the devices to our buyers from our headquarters in san Diego, ca.
CAPTuRES SERIAL NuMBER & dEvICE PHOTOS the ecoatM electronically extracts the serial number (iMei, MeiD, etc.) for each phone if technically possible. images of the device are included on the transaction report.
REPORTING OF TRANSACTIONS ecoatM will voluntarily report all transactions to law enforcement in any method they prefer, including mail, fax, email, or any online reporting systems. We have a partnership with leadsonline that will offer all officers access to ecoatM on leadsonline free of cost. We’re also happy to do the searching for you. Just call us and we’ll get started.
Id vALIdATOR valid iD required for every transaction. Photos of the actual iD are captured and added to every transaction report.
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ecoATM | BRAND GUIDELINES
•
full transparency
•
We’ll report in whatever method you prefer
•
easy access to photos, serial numbers, and other information about sellers
NO WARRANTS/SuBPOENAS We do not require a search warrant or subpoena and we will provide any device(s), and associated records in our possession upon request. if any officer has an investigative interest in a device that is currently deposited in one of our kiosks, they may simply visit the kiosk, call us, and present their credentials to the kiosk camera, and we will remotely open the kiosk to allow the officer to recover any device.
“dO NOT Buy” LIST ecoatM works with law enforcement to implement a “do not buy” list, which bans individuals from utilizing an ecoatM kiosk. additionally, if an individual is identified by law enforcement as having sold a stolen device at an ecoatM, we electronically “ban” that individual from conducting further transactions at ecoatMs.
dEvICE FLAGGING if you call or email our regulatory affairs Department, we can check iMei/MeiD and hardware serial numbers in our system to determine if a specific device was received by ecoatM. if the device in question has not been received by ecoatM, we can create an automated flag which will alert us and enable us to alert you if the device is recycled at an ecoatM.
PROud SuPPORTER OF:
CONTACT US CONTACT: We hope these visual identity guidelines have provided the necessary tools and guidance to create clear and consistent ecoATM communications materials. For more information about or help with using these guidelines, contact: [email protected]
Artwork is available from the Media Center on our corporate website. http://www.outerwall.com/media
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ecoATM | BRAND GUIDELINES
©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 7059.0914
7059.0914
CONTENTS Primary Logo 3 Endorser’s Logo Lockup 4 Secondary Logos, Black And White 5 Margins And Minimum Size 6 Incorrect Usage 7 Graphic Element 8 Brand Colors 9 Product Imagery 11 Info-Graphics12 Kiosk Imagery 13 Consumer Marketing 14 Consumer Typography 15 Mascot Imagery 17 Consumer Kiosk 18 Consumer Examples 19 Law Enforcement Marketing 20 LE Typography 21 LE Kiosk Examples 23 LE Examples 24 Contact Us 25
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ecoATM | BRAND GUIDELINES
PRIMARY LOGO
The ecoATM logo and colors are key elements for establishing and maintaining the identity of ecoATM. They need to be used appropriately and consistently across all printed and on-screen applications. It is vital the logo retains its intended shape, form and color.
3
ecoATM | BRAND GUIDELINES
ENDORSER’S LOGO LOCKUP
To build an association between the LOB brands and the parent company name, it’s important that all Outerwall lines of business be accompanied by the endorser line, ‘Inspired by Outerwall.’ This line reinforces the hierarchy of the Outerwall parent company to our lines of business, and clearly establishes the LOB’s as peers.
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ecoATM | BRAND GUIDELINES
SECONDARY LOGOS, BLACK AND WHITE Certain instances will require that the logo be reproduced without color. In these instances, the black one-color ecoATM logo is provided. Always make sure there is enough contrast between the background and the logo.
A one-color white option is also provided, which is to be used on full color backgrounds. Always ensure there is enough contrast between the background and the logo.
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ecoATM | BRAND GUIDELINES
MARGINS AND MINIMUM SIZE
A clear space is defined to maintain the impact and integrity of the logo. If the minimum clear space is not applied, these attributes will be compromised. The margin is defined so the logo is not crammed into the corner of a page. The logo must always be one half of an inch from the edge of the page.
6
ecoATM | BRAND GUIDELINES
.75”
60px
Minimum Print Size
Minimum Digital Size
To ensure legibility, the logo may not be reproduced any smaller than these dimensions for printed and web materials.
INCORRECT USAGE
7
ecoATM | BRAND GUIDELINES
GRAPHIC ELEMENT The motif is used to fill white space in documents and layouts, making them look more appealing and creating a memorable look. The design language of the element is organic, almost leaf-like, tying it into the ecological message of ecoATM.
The motif can appear horizontal across the page or at an angle in any corner. It should not be screened back, tinted, stretched, or used in its entirety.
8
ecoATM | BRAND GUIDELINES
BRAND COLORS COLOR
PMS
CMYK
RGB
HEX
BLUE
321C
100, 2, 32, 12
0, 139, 149
00969f
GREEN
361C
75, 0, 100, 0
52, 178, 51
2cb34a
The primary brand colors are blue and green and should be present in any ecoATM branded piece of collateral.
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ecoATM | BRAND GUIDELINES
SECONDARY BRAND COLORS
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ecoATM | BRAND GUIDELINES
COLOR
PMS
CMYK
RGB
HEX
LIGHT BLUE
3105C
50, 0, 12, 0
113, 214, 224
86d2e0
LIGHT GREEN
382C
28, 0, 92, 0
190, 214, 0
c3d82d
ORANGE
165 C
0, 68, 98, 0
255, 99, 25
f36f21
GRAY
GRAY 25
0, 0, 0, 75
63, 63, 63
3f3f3f
PRODUCT IMAGERY SIMPLE AND STRAIGHTFORWARD At this point in ecoATM’s life, photography has not been integrated into the marketing materials. Instead, we lean heavily on the kiosk as the hero and make liberal use of flat areas of on-brand color in vector illustrations of relevant content such as phones, tablets, MP3 players and other electronics.
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ecoATM | BRAND GUIDELINES
INFO-GRAPHICS
Facts are often to be called out and illustrated with an icon or picture. These facts should be short and readable, and generally appear in DIN Next W1G Bold reversed out over a rounded rectangle of a supporting color. The icons appear in a simplified fashion in white and supporting colors without shadows, gradients or texture.
12
ecoATM | BRAND GUIDELINES
KIOSK IMAGERY THE KIOSK AS A HERO Whenever applicable, the kiosk should be displayed at a three quarter angle, facing right or left. The front facing view can be used if appropriate, like in a line-up. Line-ups should usually use front facing kiosks due to varying angles and perspectives. The kiosk’s upper advertising screen should be present in all images to keep an accurate representation of the kiosk.
13
ecoATM | BRAND GUIDELINES
CONSUMER MARKETING FUN, FRESH, & ACCESSIBLE Material tailored to the consumer needs to be many things. It needs to be fun, friendly, easy to read and understand, eye catching, and meaningful. Plenty of white space is used to promote a clean feel and give a relaxing viewing experience. The supporting colors come in handy when trying to get the attention of an on-the-go consumer and the messaging needs to be cut down to short, concise and powerful statements.
14
ecoATM | BRAND GUIDELINES
CONSUMER TYPOGRAPHY HEADLINES Headlines appear in Din Rounded regular 34 point font with size 34 leading, not medium and never bold. Often, headlines will appear in all caps. Green is the primary color for headlines.
EXAMPLE HEADLINE
SUB-HEADLINES Subheads will also appear in Din Rounded Regular in size 13 point font with size 15 leading. Blue is the preferred color for sub-heads. 10 pt of leading space should come before it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY Din Next W1G Regular should always be used for body copy at 90% grey 10 point font with 13 as the leading. An extra 5 pts of leading should go between paragraphs. One or two columns is standard. Text is most often left aligned, not centered, and not shaped around objects. Left Justifying text is occasional.
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ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec adipiscing augue elementum porttitor posuere. Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS Bullet points are used to convey information quickly, supplementing paragraphs of information or to replace lengthy blocks of text. They appear as small circles of light green. The bullets should be the same size as the type,10 pts.
• Example of bulleted list • Example of bulleted list • Example of bulleted list
CALL TO ACTION Call to actions are usually in lowercase Din Rounded bold. This is one of the only uses for the Din Rounded Bold, and it is never used in headlines or in caps. Click-able CTAs from now on will have a button in blue with the text reversed out in Din Rounded Regular.
WEB TYPOGRAPHY When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
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ecoATM | BRAND GUIDELINES
Learn more about ecoATM
EXAMPLE OF ARIAL Example of Arial. When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
MASCOT IMAGERY THE ECO ROBOT AS A SUPPORTING ELEMENT Meet Eco, the friendly ambassador who embodies the giving green machine mind-set. He lives in marketing materials and ecoATM screens, and acts as the guide for the consumer through the ecoATM process for a more personal customer experience.
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ecoATM | BRAND GUIDELINES
CONSUMER KIOSK HELPING TO REINFORCE THE BRAND Meet Eco, the friendly ambassador who embodies the giving green machine mind-set. He lives in marketing materials and ecoATM screens, and acts as the guide for the consumer through the ecoATM process for a more personal customer experience.
ACCEPTABLE KIOSK-ROBOT LOCKUPS
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ecoATM | BRAND GUIDELINES
CONSUMER EXAMPLES CORPORATE FACT SHEET
AMERICANS AND THE MODERN DAY RECYCLING DILEMMA. %
46
ecoATM GROWTH The first ecoATM was installed in September 2009, and there are approximately 900 (1) kiosks in malls and select Walmart locations nationwide.
%
%
86
%
80
77
TM
ecoATM currently holds nine U.S. and international patents, with 20 additional patents pending. ecoATM recycled its three millionth mobile device in August 2014.
Less than half of device owners would consider recycling old gadgets.
ecoATM has won several awards for innovation including the Edison Award for Innovation in Environment and Conservation (2013); CEA Innovation Entrepreneur Awards Small Business of the Year (2012); TechCrunch Crunchie Award for Best Clean Tech Start Up (2012)
Percent of device owners that believe recycling is safe.
Device owners that believe recycling is worth doing.
ENVIRONMENTAL FACT SHEET
Device owners that know it’s possible to recycle unwanted devices in drop-off bins inside cell phone provider stores or online trade-in programs.
%
55
Cash given for mobile devices ranges from $1 to $300 per device, and every transaction provides an opportunity to donate some or all proceeds to charity. ecoATM was acquired by Outerwall in July 2013 and operates as a wholly owned subsidiary based in San Diego.
Device owners that believe recycling is good for the environment.
Nearly four in ten device owners (39 percent) own at least two cell phones. Percent of device owners that know automated recycling kiosks exist.
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20
%
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Device owners that incorrectly believe that placing old devices in any recycling bin could be a viable option.
Less than half (49 percent) of those four have sold, recycled or given their old smart phones to someone else after they are done using it.
1. Number as of December 2013 2. As of December 2013
%
12
ecoATM.com | ecoATM.com/helping-the-environment Nearly one in three device ownersinformation Contact [email protected] for more When upgrading a device, 12 percent would just store their old devices of device owners would consider throwing 10515 Vista Sorrento Parkway, San somewhere in theirDiego homes. CA 92121 their old gadget away in the garbage. ©2014 Outerwall Inc. All Rights Reserved. ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6873.0214
6969.0414 ©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ecoATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 6944.0414
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UN I T
500,000 lbs of devices - Three space shuttles worth of plastics, metals and potentially toxic materials
A SINGLE KIOSK
The annual environmental impact of a single ecoATM kiosk is an energy savings equivalent to removing more than 4 houses from the grid. In 2013, t h e e c o AT M n e t wo r k o f k i o s k s resulted in a savings equivalent of enough electricity to power more than 2,750 U.S. homes and a hazardous waste reduction equivalent to the weight of 267 refrigerators TM
We partner with the best e-waste reclamation facilities in the country
E-WASTE FACTS
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ecoATM | BRAND GUIDELINES
The concept of ecoATM formed when the company founders realized that only 8 percent of devices were being recycled each year (according to a Nokia report), which was staggering since there were millions of devices available. This contributed to how many millions of unused mobile and electronic devices were entering landfills as toxic e-waste annually. To solve this technology problem, ecoATM turned to technology itself and developed the ultimate solution by providing convenience and an immediate financial incentive for people to responsibly recycle used electronics.
OUR ENVIRONMENTAL COMMITMENT ecoATM is committed to supporting the highest environmental standards in the industry, which includes being certified to R2 and ISO 14001 standards. Additionally, all of our recycling partners and ecoATM are active in a variety of industry organizations focused on evolving e-waste legislation and defining best practices for the industry, including The Consumer Electronics Association (CEA), The Electronics Recycling Coordination Clearinghouse (ERCC) (founding member) , and The Device Renewal Forum (DRF).
THE REUSE AND RECYCLING OF MATERIALS
Today, the average US home has 26 electronic devices
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LA ES I LV E R - D O L
1,544 lbs of silver Enough to create 22,540 American Eagle silver dollar coins (made of .0685 pounds of silver)
OUR VISION
To learn more and find a kiosk near you, go to www.ecoatm.com
ecoATM is certified to the highest eWaste and data security standards including ISO14001, R2, ISO27001 © 2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. 0000.0314
70,000 lbs of copper Enough to create a second Statue of Liberty (made of 62,000 pounds of copper) and still have extra
R
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Don’t dump it. Get paid for it. Just bring your old or unused electronic devices to EarthFair 2014 and visit ecoATM—the world’s first e-waste recycling kiosk. It’s a quick and safe way to prevent harmful elements from reaching landfills and polluting the planet. A machine will be on-site April 27, so don’t forget to bring that outdated phone or broken iPod Mini to the ecoATM kiosk.
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Got an old cell phone, MP3 player or tablet you’re not using anymore?
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S O F AM AT E E ST
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Introducing ecoATM
ECOATM ENVIRONMENTAL BENEFITS
2 MILLION DEVICES AND COUNTING... RI
The Giving Green Machine
THE COMPANY FOUNDERS REALIZED THAT ONLY 8% OF DEVICES WERE BEING RECYCLED
According to Pew Research Center, 91% of American adults own a cell phone, and 55% own a smartphone
According to the U.S. EPA, less than 20 percent of unwanted cell phones are recycled each year
According to the U.S. National Center for Electronics Recycling (NCER) and MIT, the U.S. generated about 258.2 million units of used computers, monitors, TVs and cellphones in 2010, 171.4 million of which were collected for recycling
The majority of consumer electronics contain toxic materials such as lead, arsenic and a variety of other materials that pose a threat to the environment and human health. The first and best thing we can do is to extend the life of existing devices as long as possible so that there is no need to build new devices to take their place. The next best thing we can do is to responsibly reclaim materials from devices that are truly end-of-life. For the devices that ecoATM collects which we cannot find a second life, we partner with the best e-waste reclamation facilities in the country to ensure those materials, particularly the precious metals, are reclaimed and reused in place of mining new materials and precious metals from the Earth.
LAW ENFORCEMENT MARKETING TRUSTWORTHY & COMMITTED We take our correspondence with Law Enforcement seriously. In our Law Enforcement marketing material, the message takes priority over aesthetics. Our intentions with Law Enforcement are to gain trust and promote collaboration. Designs tailored towards Law Enforcement feature less color than consumer centered ads and leave out the friendly robot. The ecoATM kiosk has many features that help prevent phone theft and make tracking down criminals easy for Law Enforcement, but in collateral, we only focus on the positive by omitting negative words such as “criminal” and “theft”.
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ecoATM | BRAND GUIDELINES
LE TYPOGRAPHY HEADLINES Headlines appear in Din Next W1G Bold 34 point font with size 34 leading. Headlines will primarily appear in all caps. Green and Blue are both used for headlines, but if sub-headlines are present, Headlines will appear in green. The mantra for Law Enforcement is Safe, Secure, Innovative. When stacking these words on three lines, forgo punctuation, but when presented on one line, include commas.
EXAMPLE HEADLINE
SUB-HEADLINES Subheads will appear in Din Next W1G Regular in size 13 point font with size 15 leading. Blue is the preferred color for sub-heads. 10 pt of leading space should come before it, and 5 pts of leading space after.
EXAMPLE SUB-HEADLINE
BODY COPY Din Next W1G Regular should always be used for body copy at 90% grey 10 point font with 13 as the leading. An extra 5 pts of leading should go between paragraphs. One or two columns is standard. Text is most often left aligned, not centered, and not shaped around objects. Left Justifying text is occasional.
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ecoATM | BRAND GUIDELINES
Example of body copy in Din Next W1G. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec adipiscing augue elementum porttitor posuere. Pellentesque eget ipsum sed in eget orci pellentesque.
BULLETED LISTS Bullet points are used to convey information quickly, supplementing paragraphs of information or to replace lengthy blocks of text. These are especially useful for Law enforcement to make information easier to display. They appear as small circles of light green. The bullets should be the same size as the type,10 pts.
• Example of bulleted list • Example of bulleted list • Example of bulleted list
CALL TO ACTION Call to actions are usually in lowercase Din bold.
Go to ecoATM.com/law-enforcement for more info
WEB TYPOGRAPHY When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
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ecoATM | BRAND GUIDELINES
EXAMPLE OF ARIAL Example of Arial. When Din cannot be used, Arial and Arial Rounded can be substituted, matching the weight and size of what it would appear as in Din.
LE KIOSK EXAMPLES THE KIOSK AS AN INNOVATIVE TOOL When we display the kiosk to persons in Law Enforcement, it is meant to aid with “Transparency and Collaboration” by pointing out the features in secondary brand colors that prevent phone theft and make catching criminals fast and efficient. These lines are not always needed and it is also appropriate to keep the kiosk as a stand-alone element.
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ecoATM | BRAND GUIDELINES
LE EXAMPLES PartnerinG WitH laW enforceMent
safe
secure
THE E-WASTE CHALLENGE
A SAFE PLACE TO RECyCLE
americans buy over 150 million new phones per year and growing. less than 20 percent of unwanted cell phones are recycled each year. the majority of consumer electronics contain toxic materials such as lead, arsenic, and a variety of other materials that pose an extreme threat to the environment and human health. the first and best thing we can do is to extend the life of existing devices so that there is a lesser need to build new devices. the next best thing we can do is to responsibly reclaim materials from devices that are truly end-of-life.
our mission is to inspire mass consumer participation in e-waste recycling by providing a convenient, safe and secure place for people to responsibly recycle their used and broken portable electronics.
ecoatMtM—the first e-waste recycling kiosk—was invented to help solve the e-waste challenge by providing a safe, secure, and innovative place for people to responsibly recycle their used, broken or unwanted mobile devices for instant cash. We have created technology to solve the problem that technology created.
innovative
OuR COMMITMENT safety and security are of utmost importance to ecoatM. We are committed to establishing lasting and collaborative relations with our law enforcement associates. cell phone theft has become one of the leading crimes in the united states. ecoatM has recognized the severity of the issue and is committed to finding solutions to combat it, starting with stringent security of our kiosks. We have implemented extensive security features and processes to deter the sale of any stolen device. We also provide detailed information to law enforcement about each and every transaction, and in the rare case that a stolen phone does make its way into our kiosk, we also provide law enforcement with the information and evidence they need to prosecute the individual and return the stolen property to the victim, promptly upon request and without the need for a subpoena or search warrant.
We have designed the kiosk to be easy and efficient for use by consumers, but behind the scenes is state-of-the-art technology that includes patented, advanced machine vision, electronic diagnostics, and artificial intelligence. Moreover, the kiosk is composed of extensive security features and processes. While the vast majority of people who recycle are honest law abiding citizens, ecoatM recognizes that there will be some dishonest people who try to exploit any system. this booklet presents the ways in which ecoatM works with law enforcement and introduces the departments dedicated to the unwavering support of and proactive collaboration with law enforcement. the booklet also outlines the extensive security features and processes of ecoatM that deter the sale of any stolen devices, as well as details the tools we provide law enforcement for investigating and prosecuting suspected cell phone thieves. finally, this booklet presents the services we offer to law enforcement and the community to spread awareness and promote mobile phone safety.
A SINGLE kIOSk the annual environmental impact of a single ecoatM kiosk is an energy savings equivalent to removing more than 4 houses from the grid. the ecoatM network of kiosks in 2013 resulted in the electricity to power more than 2,750 u.s. homes and a hazardous waste reduction equivalent to the weight of 267 refrigerators.
in communities all across the country, ecoatM is helping law enforcement track down and capture cell phone thieves—and reunite victims of cell phone theft with their stolen property.
26 Today, the average uS home has 26 electronic devices
72 According to Pew Research Center, 91% of American adults own a cell phone, and 55% own a smartphone
According to the u.S. EPA, less than 20 percent of unwanted cell phones are recycled each year
105,822 pounds of copper: equal to the amount of copper in 72 Liberty Bells
3
laW enforceMent assistance features
toP security features
ABILITy FOR POLICE TO OPEN kIOSk SHOuLd THEy NEEd TO RETRIEvE PHONE
3 HIGH-RESOLuTION CAMERAS
law enforcement personnel who need access to a device inside the kiosk can simply call ecoatM and we can open the door remotely at any time. once an officer’s iD and law enforcement credentials have been validated, the front door of the kiosk will be automatically opened and a specialist will be available to help secure the device you are looking for.
cameras capture multiple images of sellers in real time. these photos are collected and provided in every transaction report.
EACH CAMERA IS A WEBCAM
RETuRN OF REPORTEd STOLEN ITEMS
a live ecoatM attendant monitors every transaction in real time.
ecoatM will respond quickly and diligently to any request from law enforcement to research and/or return reported stolen devices that may have been collected by the kiosk. any reported stolen devices will be returned with no subpoena or search warrant required and at no cost to the victim.
THuMBPRINT SCANNER valid thumbprint capture on every transaction. the thumbprint is included in every transaction report.
30-dAy INvENTORy HOLd ecoatM voluntarily holds all inventory collected for a minimum of 30 days. We comply with all jurisdictions where the mandatory hold is longer than 30 days. once the hold period has passed we ship the devices to our buyers from our headquarters in san Diego, ca.
CAPTuRES SERIAL NuMBER & dEvICE PHOTOS the ecoatM electronically extracts the serial number (iMei, MeiD, etc.) for each phone if technically possible. images of the device are included on the transaction report.
REPORTING OF TRANSACTIONS ecoatM will voluntarily report all transactions to law enforcement in any method they prefer, including mail, fax, email, or any online reporting systems. We have a partnership with leadsonline that will offer all officers access to ecoatM on leadsonline free of cost. We’re also happy to do the searching for you. Just call us and we’ll get started.
Id vALIdATOR valid iD required for every transaction. Photos of the actual iD are captured and added to every transaction report.
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ecoATM | BRAND GUIDELINES
•
full transparency
•
We’ll report in whatever method you prefer
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easy access to photos, serial numbers, and other information about sellers
NO WARRANTS/SuBPOENAS We do not require a search warrant or subpoena and we will provide any device(s), and associated records in our possession upon request. if any officer has an investigative interest in a device that is currently deposited in one of our kiosks, they may simply visit the kiosk, call us, and present their credentials to the kiosk camera, and we will remotely open the kiosk to allow the officer to recover any device.
“dO NOT Buy” LIST ecoatM works with law enforcement to implement a “do not buy” list, which bans individuals from utilizing an ecoatM kiosk. additionally, if an individual is identified by law enforcement as having sold a stolen device at an ecoatM, we electronically “ban” that individual from conducting further transactions at ecoatMs.
dEvICE FLAGGING if you call or email our regulatory affairs Department, we can check iMei/MeiD and hardware serial numbers in our system to determine if a specific device was received by ecoatM. if the device in question has not been received by ecoatM, we can create an automated flag which will alert us and enable us to alert you if the device is recycled at an ecoatM.
PROud SuPPORTER OF:
CONTACT US CONTACT: We hope these visual identity guidelines have provided the necessary tools and guidance to create clear and consistent ecoATM communications materials. For more information about or help with using these guidelines, contact: [email protected]
Artwork is available from the Media Center on our corporate website. http://www.outerwall.com/media
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ecoATM | BRAND GUIDELINES
©2014 Outerwall Inc. All Rights Reserved. OUTERWALL, ECOATM and their associated logos are trademarks of Outerwall Inc. or its subsidiaries. 7059.0914
