Spotify Identity Manual

Identity Manual

Version 080410-1457 printed April 10, 2008 with a total of 24 pages. Copyright 2008 Spotify Technology SARL

Spotify Identity Manual

Contents
Master Brand Logo

Master Brand Logo Clear space examples Alternative logotypes Reproduction and placement examples
Graphic program

4 5 6 7

Primary typeface Online typography Complementary typeface Colors Pictures

Communication structure

10 11 12 14 16

Tone of Voice Brand essence Stakeholders

18 20 22

Spotify Identity Manual Master Brand Logo

Master Brand Logo

The Spotify Master Brand is represented by the Spotify Master Brand Logo, reffered to as the Spotify Logo. The Spotify Logo is displayed to best effect when positioned in clear space, which helps to protect the integrity and enhance the visual impression of the Spotify Logo. The Spotify Logo should always be reproduced in full-color mode. If the application has technical restrictions to whereby full-color can not be reproduced, use the specially designed variants of the Spotify Logo for respective color technique.

Spotify Logo Four color process

Spot color & Monotone

Spotify Identity Manual Master Brand Logo

Clear space examples

The Spotify Logo should never be overcrowded by or linked to other elements that will reduce its legibility and visibility. The amount of clear space varies in direct proportion to the size of the Spotify Logo. The preferred clear space is 50% of the height of the Spotify Logo. The minimum clear space is 25%.

Preferred clear space, 50% of the logo height

Am dolobor sis nonsequipit ad deliqua mconum ipisseniam, quatie ex exero commy non eugait volore tat num nim nisim incincini. Im aci el in henim vel ute dolum dolobor sequisi blan us ver ilis iuscidunt wis dolore feuguerate do dolese.

50%

50%

50%

Minimum clear space, 25% of the logo height Note that the minimum clear space to paper edges should never be less than 50% of the Spotify Logo height.

Am dolobor sis nonsequipit ad deliqua mconum ipisseniam, quatie ex exero commy non eugait volore tat num nim nisim incincini. Im aci el in henim vel ute dolum dolobor sequisi blan us ver ilis iuscidunt wis dolore feuguerate do dolese.
25%

50%

50%

Spotify Identity Manual Master Brand Logo

Alternative logotypes
These alternative variants of the Spotify Logo should only be used when the Spotify Logo does not work at all. Before publishing anything with an alternative logotype, please check with the P.R. and Art departments.

Text including outlines with variable transparency.

Text without outlines and no variable transparency.

Examples of use where the alternative would be better than the square Spotify Logo.

Spotify Identity Manual Graphic program

Primary typeface
Akkurat is the only sans serif typeface to be used. It has been chosen for its modern yet timeless appearance as well as its ability to fit within different circumstances. Can be used for all kind of type setting like headlines, running text and quotations. Used both offline and online. When used online, do not rely on end-user having this typeface installed.

Akkurat Bold

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz

Akkurat Regular

Akkurat Light

10

Spotify Identity Manual Graphic program

Online typography
As the web (html) relies on client text rendering, we can never know if a certain typeface, or font, is available on a particular users system. There are however a set of fonts known to exist on most clients systems. Among those are arial, times, georgia and verdana. Cascading Style Sheets, or simply CSS, support specifying a list in priority-wise order of typefaces to use. This enables us to broaden the list of fonts as we can, for example, use Lucida Grande for Macintosh users, Tahoma for Windows users and the CSS-specific special font sans-serif for systems lacking both fonts. Online typeface table Headings: Running text: Monospaced: Helvetica, Arial, sans-serif Lucida Grande, Tahoma, Arial, sans-serif monospace

Rendered on Mac OS X

Rendered on Windows

Rendered on Linux

11

Spotify Identity Manual Graphic program

Complementary typeface
Sometimes one has the need to present a large text-based documents which require exceptionally legible texts. This is best rendered using a serif typeface, which gives higher readability when used properly. For this task, we use Berling.

Berling Bold

ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ?!@$1234567890 abcdefghijklmnopqrstuvwxyz

Berling Regular

Berling Italic

12

Spotify Identity Manual Graphic program

Berling Bold Italic 184 pt

Berling Roman 12 pt

abc
Theres a whole new world of innovation out there, and we like to think that we understand the value of nding the right partners. If you think theres something we should be working on together, whether it be from a marketing, commercial or technological perspective, please dont hesitate to contact us.

Flygande bckasiner ska strax hwila p mjuka tuvor. The quick brown fox jumps over a lazy dog. . !$%&/()=? @ 1234567890

Berling Roman 24 pt

Flygande bckasiner ska strax hwila p mjuka tuvor

Berling Roman 8 pt

One of our goals at Spotify is to make all of the worlds music available. If youre a content owner, wed love to speak with you about how we can work together to make your music available through the Spotify service. As well as getting your music out there in a high quality, safe and legal environment, youll benet from insights into how your music is being consumed. Content owners that partner with Spotify will qualify for a share of the revenue we make both from our core advertising business as well as any premium services we launch such as added value subscription. Theres a whole new world of innovation out there, and we like to think that we understand the value of nding the right partners. If you think theres something we should be working on together, whether it be from a marketing, commercial or technological perspective, please dont hesitate to contact us. We cant guarantee that the time is right for us to start jamming together, but well be straight with you and value your time.

Berling Roman 7 pt

13

Spotify Identity Manual Graphic program

Colors
It is essential that the identity colors are always reproduced accurately. A printed color will vary in hue and density according to the surface it is printed on. To overcome this, the colors should be matched. To get the closest color match, ensure that the Pantone color samples provided by the Design department always are used for visual matching.

Spotify Green Pantone 376 C & U Four-color process coated 53% cyan, 0% magenta, 96% yellow, 0% black. * When printing using EURO process colors. Four-color process coated euro* 53% cyan, 0% magenta, 96% yellow, 0% black. Four-color process uncoated 49% cyan, 0% magenta, 93% yellow, 4% black. RGB #7AB800

Spotify Orange Pantone 1655 C & U Four-color process coated 0% cyan, 68% magenta, 90% yellow, 0% black. Four-color process coated euro* 0% cyan, 74% magenta, 98% yellow, 0% black. Four-color process uncoated 0% cyan, 55% magenta, 84% yellow, 0% black. RGB #EC5810

14

376 53, 0, 96, 0

15

Spotify Identity Manual Communication structure

Tone of Voice
Our users are our best friends and that should be reflected in every piece of our communication whether its e-mails, presentations, phone calls, IMs or blog posts. We want to be the kind of friend our users can trust. If you asked them, we hope theyd describe us as: , upfront and honest, down to earth, generous and spontaneous, curious and always up for having fun. Our users are our most important communication group,lets be clear in our communication with them and never underestimate their smartness. Its important to think of our wide target group and write in a language everyone can understand, despite age and demographics. To think of before writing Who? Get a clear picture of the target group and a clear picture of the situation the text will be used. How? Write in a easy, honest, down to earth and fun way. A good idea is to read it aloud at least three times, thats the only way to know for sure it reads naturally (tip: passing out while reading a long sentence suggests changes are required). What? Write about things were passionate about and we believe our target group finds interesting. Be relevant and personal. Do not write too much, only whats important. You should be able to explain your point in a sentence, if you cant then no matter how much you work on the language, what you write will be fuzzy and confusing. Why? Because everyone loves music and we believe our target group will find what we have to say interesting. Our communication should educate, inspire and nurse the relationships we have with our users. Be careful with question marks The question mark can easily lose its power if its used to often. A text could also be even stronger without a question mark. Dont have question mark after a long sentence, rely on the offer in itself, its strong enough without it. A question mark shall be used after a cry.

18

Spotify Identity Manual Communication structure

Make it personal Try in as many ways as possible to make the text personal. Example, signing a text with your name is more personal than with The Spotify Team. Try to write here at Spotify instead of We.. it makes it nicer. Keep it short Skip words you dont need. Keep it short, relevant and personal. When describing Try to use word that describes the feeling youll get from using the new feature or the phenomena your writing about, instead of saying this is the best.. . Use the power of examples, its always a good idea to paint a picture of things happening rather than describing something abstract. If the author cant think of a decent example what do you expect the reader to imagine? Usage of shortenings Its OK to write: Dont, Ill, Well and so on. Its NOT OK to write: Wanna, Gonna, so on and Technical terms regular people wont understand.

19

Spotify Identity Manual Communication structure

Respect By having generosity of spirit well earn respect. We respect each other and always listen before we speak. By being down to earth and upfront were trustworthy and hope people will treat us the same way. By being legal were showing respect to all our stakeholders, our ambition is to solve real problems and exceed their needs. Freedom Were open for innovation, we understand we dont have the time to build everything ourselves. Therefore by embracing the ideas and dexterity of others we can rely on key stakeholders to support us by diversifying our services even further. The Spotify team and its services are interactive towards all our stakeholders and are curious about their opinions, needs and desires in order to develop a greater user experience. Bold We are visionaries aiming to re-write the rules in how people experience music. Were determined to provide our users with more choice without compromising our integrity. Passion By harnessing our determination and vitality we are constantly striving for excellence and outstanding quality in everything we do. By being The Masters of Simplicity we have been able to create a powerful yet delightfully easy music service allowing users to fall in love with music all over again, because everyone loves music.

21

Spotify Identity Manual Communication structure

Stakeholders
Spotify has four categories of stakeholders; users, rights holders, business partners and employees. These are all a part of an ecosystem and therefore were therefore dependent on great relations with all of them. 1. All users groups Free version Pay as you play Premium users Tech community 2. Right holders Artists Record labels Collecting societies (STIM etc) 3. Business partners Record companies Advertisers Partner compaines Investors 4. Employees

22

Spotify Identity Manual

24
080410-1457