BRANDBOOK

Memotag’s branding is essential to its user experience.

This document was created to help communicate
Memotag’s branding guidelines for future usage of
the platform, for both development and marketing
purposes. It is needed to ensure that the brand
maintains a consistent look and feel regardless of
the platform where it’s being used, this requires strict
dedication to standards. This guide is provided to keep
the Memotag brand focused and unique.
Table of Contents

Introduction 04

Core Values 05

Logo Usage 06

Incorrect Logo Usage 07

Copy & Tone of voice 08

Color Palette 10

Typography 11

Tagline 12
Introduction Memotag gives one a choice of keeping the experience private or inspiring
other travellers, by sharing and helping them find incredible places, deals
or simply fill them in with local insights.

Memotag is a mobile app, that is specially designed for those of us who not only love
Travellers no longer need to scroll over their timelines to see where
experiencing new things but also find pleasure in reliving our experiences in greatest
they were last month but can repeatedly relive their journey anytime or
clarity. It is a platform that takes travelling and location tagging to the next level, by
anywhere they like.
allowing you to check-in at any destination, collect photos and save places with zero hassle
of having to share it on social media or to search for it through multiple media sources.

Memotag gives one a choice of keeping the experience private or sharing

The app’s structure and GPS tracking capabilities enable travellers to save their favourite
it and inspiring other travellers, helping them find incredible places, deals
hotels, restaurants and sights under one ‘memory’, rearrange photos, videos and notes
or filling them in with local insights. Travellers no longer need to scroll over
right on the spot. Memotag allows one to tag locations on the go, recollect and rediscover
their timelines to see where they were last month but can repeatedly relive
places, while still having the option of sharing knowledge and experience with friends and
their journey right there on the spot.
public.

Check-ins have become an integral part of our social lives, joining the trendy race along
with shopping, food and gaming. Location tagging became not just a passing movement
but a necessity for millennials and baby boomers alike. Most social networks, however, are
lacking the ability to keep the experience private and do not offer a modern traveller ways
to utilize the locations. Memotag solves this by creating a platform, where people can keep
all their memories for themselves, organized and accessible at all times - yet still keep a
sense of satisfaction and pleasure from checking in.
Memotag Brandbook / 04
 Authenticity
Core Values
Authenticity

Confidentiality

Discovery
Memotag Brandbook / 05

Experience
Logo Usage
Memotag's logo is the touchstone of the brand and one of its
most valuable assets.

HOW TO USE THE LOGO

The preferred way to use the Memotag logo is on a white background.

LOGO VARIATIONS
Another way to use the logo is in a black and dark grey, on a white
background.
Ensure a clear space around the logo to maximize visual effectivenes.
Nothing should intrude this clear space.

The app icon will incorporate the Memotag's logo symbol on a white
background.

Memotag Brandbook / 06
Incorrect Logo Usage
DON'T

1. Rearrange, scale or rotate logo 1. 3. 5.

elements seperately.

2. Add extraneous effect to the logo.

This includes but it is not limited to:
bevel and emboss, lighting
effects and drop shadows.

3. Change the logo's proportion. 2. 4. 6.

4. Change the logo colors.

5. Make alterations, additions or

substitutions to the words and of
colors contained in the logo.
memotag
6. Change the logo's orientation.

Memotag Brandbook / 07
Copy &
Tone of
Voice
Memotag targets young, yet mature
travellers that know how to enjoy life
and make own judgements about
various aspects of travel and culture
around the world. The copy, therefore,
must incorporate knowledgeable
insights, use worldly language and
appeal to an experienced traveller.
Confidentiality
Everyone has the right to keep their
life private and Memotag recognizes
this essential need, by offering one
a secure place to jot down thoughts,
keep track of memories or simply
save places for personal use. This
sense of intimacy should be reflected
in the tone of voice of by projecting
trustworthiness and reliability. This
can be done by usage of constructive,
average length sentences, keeping
the voice personal and appealing in
the second tense.
Experience & Discovery
Experience and discovery are what
travellers are seeking on a constant
basis, what they go back to and look
forward to. Memotag helps recapture
those moments and the copy, hence,
should aim to stimulate sensations
through descriptive adjectives referring
to places, cuisine and locations. Modern
and familiar glossary should be used,
along with trendy phrases to keep the
traveller interested and waiting for that
experience. The tone should be fresh
and joyful.
Authenticity
MemoTag diminishes the need to
check multiple sources, such as guides,
booking sites and blogs that often lack
sincereness and sound generalistic.
With Memotag one can express a
genuine, original and uncorrupted
opinion, without fear of judgement.
The voice must, therefore, project
transparency and integrity with the
help of clear phrasing and choice of
vocabulary. One can enhance the copy
with a singular sense of character that
adds the human touch and connects
the audience on a personal level.
Memotag Brandbook / 08
Copy & Tone of Voice

Facebook Ad
Memotag Brandbook / 9
Color Palette
Primary & Logo colors
The Memotag color palette consists of two primary colors:
a dark navy blue and a lighter blue streamlined to match the brand’s
values.

PRIMARY & LOGO COLORS

The dominant colors are the two shades of blue, chosen with intention to HEX #336699 HEX #1e3a59
RGB 51 102 153 RGB 31 59 89
indicate the social, professional, sophistication and reliable aspects of the brand. CMYK 86 70 17 2 CMYK 94 76 41 32

Supporting colors
SUPPORTING COLOR PALETTE
The supporting orang and white colors create contrast to the primary palette
and reflect the discovery character of the platform. They will be used as text
color, backgrounds and other supporting elements.

HEX #FC751C HEX #ffffff

RGB 252 117 28 RGB 255 255 255
CMYK 0 67 98 0 CMYK 0000

Memotag Brandbook / 10
Typography

Aa
Typography is a key element in communicating a unified personality for Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Memotag. Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

LIGHT
1234567890
We have selected Raleway as our font. It is a modern and clean font,
chosen to enchance the order and tidiness of the platform.

Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm

MEDIUM
Raleway is a sans-serif typeface optimized for use across print, web, and Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
mobile interfaces. 1234567890

When using Raleway for body copy, use it in sentence case. Usually, title

Aa
font size needs to be two times the size of the body font size. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

BOLD
For body copy it is recommended to use the light or the Medium weights.
For titles, use the bold weight. 1234567890

Memotag Brandbook / 11
Tagline
Relive your best moments

The tagline stands for the essential need of every experienced

traveller, that is to remember and re-experience feelings of joy,
wonder and curiosity that comes with travelling to new destinations.
The photos and places collected in the app take the user back to the
journey, where they can relive the precious moments and come back
to that same place again. Reliving the journey is by far one of the
most common pleasures people like to indulge in and Memotag is
there to make it happen.
Relive your best moments

Memotag Brandbook / 12