BRAND

GUIDELINES
TABLE OF
CONTENTS

BRANDING

18 Logo

20 Logo Formats

22 Using Our Logo

STRATEGY 24 Logo Details

04 Core Purpose 28 Logo Mark

06 Values 30 Tagline

07 Uniques 32 Colors

08 Flavors 34 Using Our Colors

09 Impact 36 Brand Elements

10 Purpose 38 Fonts

11 Key Messaging 40 Photography

12 Audience 42 Photo Treatments

13 Golden Circle 44 Using the Brand

WE LOVE TURNING
COMPETITORS
INTO CHAMPIONS.
We’re the only brand & digital marketing agency
that provides you with focus, confidence, and growth.

Our Core Purpose

TO GROW B2B
COMPANIES IN
REVENUE &
MATURITY.
BRAND STRATEGY BRAND STRATEGY

VALUES UNIQUES
Define Your Culture. Separately valuable. Together powerful.

WORK WITH INTEGRITY FOCUS CONFIDENCE GROWTH

We do the right thing, no matter what. Proven framework Structured delivery, Continual improvement
to identify the right optimization, and of revenue, maturity, and
LITMUS TEST: things to do communication process customer lifetime value
Am I proud of the effort?

ADVANCE WITH CONFIDENCE

We welcome challenges and
earn the outcome.

LITMUS TEST:
Am I attacking my work each day with joy?

GROW WITH PURPOSE

We are curious and never satisfied.

LITMUS TEST:
Am I seeking continual improvement
for myself and others?

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BRAND STRATEGY BRAND STRATEGY

FLAVORS IMPACT
This is how the market describes us. This is how we make out customers feel.

SHARP VALUABLE CONFIDENT SATISFIED

The team at Syrup ins insightful and they I am so encouraged by the crew at I believe Syrup will drive results. They’re After seeing the results and growth of
always know the right questions to ask that Syrup. They are always energized extremely talented, know what they’re my company, I am beyond pleased with
are going to drive the results I am looking for. and you can tell they want to grow talking about, and have the experience the money spent with Syrup. I can see
my company as much as I do. needed to grow my company. I feel the value in working with them and the
relieved knowing they’ve got it. value in a holistic funnel approach.

BUSINESS SAVVY GENUINE

Syrup really understands the B2B world. Syrup’s entire team is real and personable.
MOTIVATED IMPRESSED
They take the time to know and understand They each care about my company, my I’m energized after seeing the process I have had the most positive experience
my company from the inside out. team, and me personally. You can tell and how it will work for my company. It’s working with Syrup. They know their stuff
they truly each have a heart to help. exciting to see someone else working and truly care about my company. Syrup
so hard to grow my company and now has made a mark on my company.
marketing is one of my top priorities.

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BRAND STRATEGY BRAND STRATEGY

INTENT KEY MESSAGING

This is why we communicate. How do you capture attention?

EMPATHIZE SIMPLIFY GUARANTEE

We understand the challenges It’s not complicated, but takes special We guarantee the most effective
and we care about them. skills. There is an easy, high- level use of your marketing capital.
system you need to follow.

TAGLINE
EDUCATE TRANSFORM
Sweet Clarity, Sticky Marketing
There are universal fundamentals that Sharing case studies, previous
everyone should know. We have a work, and examples of B2B growth
team with deep, tactical leadership. (in both revenue and maturity).

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BRAND STRATEGY BRAND STRATEGY

AUDIENCE AUDIENCE
Who we are for, what they do, and what’s important to them. Who we are for, what they do, and what’s important to them.

OWEN, THE SAAS OWNER MELANIE, THE SAAS MARKETER

Owen is 45 years old and the owner of a SaaS business in Atlanta. He lives Melanie is 38 years old and the Marketing Director at a SaaS company
northeast of the city with his wife and two kids. Much of his time is focused in Atlanta. She knows marketing and has a marketing mind, but
on his SaaS company with a plan to sell. When it comes to marketing, Owen needs a team to help execute really well. Her background is in email
knows what they have in market isn’t as great as it could be and he doesn’t marketing, where she started with her career, so she feels confident
want to lose deals to bigger companies. He’s smart, competitive, and in this area. But now she has many more responsibilities on her plate.
knows where to contribute and add value - but also when to ask for help. While she has high-level knowledge of other tactics, she isn’t aware
of all the possibilities in marketing and knows she needs help.
He reads anything related to the industry and keeps an eye
on the competition. In the rare times he get away from the DESIRE: INTERNAL PROBLEM:
company, he can be found traveling with his family. Results and growth She doesn’t have the
capacity to do it all
DESIRE: INTERNAL PROBLEM:
Grow his company (with He can’t afford to have experts
the goal to sell) in every seat of marketing MOLLY, THE SERVICES MARKETER
WHEN OWEN OWNS A SERVICE COMPANY: Molly is 38 years old and the CMO at a B2B company in Atlanta.
• He has a deeper connection to his company She has a lot on her plate and often feels overwhelmed. She is
with no intention of selling. constrained by available resources, but really wants to help her
• While focused on ROI, it’s more personal. company grow - she’s invested and cares a lot about the company.

She knows how valuable marketing is, but just doesn’t have the time or
skill set to spend on it as she knows she should be. She also doesn’t
want to manage multiple vendors, taking up even more of her time.

DESIRE: INTERNAL PROBLEM:

Be liked by everyone She lacks the time to go
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deep into specific tactics 13
 BRAND STRATEGY

GOLDEN CIRCLE
Syrup in summary: who we are for, why we
exist, what we do, and how we do it.

WHO
B2B companies

WHY
We love turning competitors
into champions

HOW
By providing focus,
confidence, and growth

WHAT
Brand and digital
marketing agency

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BRAND GUIDE

LOGO

OVERVIEW
The logo and supporting elements that
make up the brand represent how it is
visually communicated to the market.

The Syrup brand is sharp, business

savvy, genuine, and bold. Consistent use
of the Syrup visual identity system in all
internal and external communications
is vital to building, maintaining, and
strengthening the brand equity.

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BRAND GUIDE

LOGO FORMATS
PRIMARY LOGO

AVAILABLE
FORMATS
The logo embodies the entire Syrup brand.
How the logo is brought to life with color
and executed across different collateral
should always be done consistently.
Limiting the use of the logo to these
formats will ensure this consistency and
further build strong brand recognition.

“S” DRIP SYRUP SEAL

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BRAND GUIDE

USING OUR LOGO

OVERVIEW
Our brand mock-up is a great
example of how our family tree of
logos can properly be used.

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USING OUR LOGO Primary logo
colors should
If a dark
background
never be replaced. is being used,
the Syrup logo
should never be
black.
DO’S & DON’TS

Here are some examples of how you

can and cannot use the logo.

Visual hierarchy The logo should

should never be placed
be destroyed and colored
by editing strategically
elements within over photos
the logo. in order to be
visible.

Our secondary A gradient map

logo works or color overlay
best for smaller set at a slight
spaces. contrast is
desirable when
using the logo
over an image.

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LOGO DETAILS

SPACING

At all times, the logo must be perfectly legible and

without obstructions. Always maintain at least a
minimum area of the S in the logo as the space
around the logo to allow for space to breathe.

SIZE

To ensure the logo mark and icon are best

visually represented and legible, the size of
the primary logo should never be smaller
than .5” wide. If the logo needs to go smaller
than .5”, use the secondary logo.

.5” W .25” H .75” W

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BRAND GUIDE EXAMPLE: TWITTER AVATAR

LOGO MARK
WHEN TO USE THE LOGO MARK

Primary Logo should be used unless space or size

does not allow for it.

The “S” Drip should be used in situations such as

avatars for social media, icon for mobile, favicon,
and when applications require .5” or smaller

The Syrup Seal should be used for social media

avatars and can be used for signage, or when a
circle shape is needed.

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BRAND GUIDE

TAGLINE
USAGE

This tagline works well as a sign-off on the back

of print materials such as brochures, reports,
proposals, invitations, and publications.
PRIMARY
The tagline should always be used in its entirety
and should not be altered or adjusted. The
words included in the tagline, including their SWEET CLARITY,
order, must not be changed or revised. STICKY MARKETING
ALTERNATIVE TAGLINE

The tagline should always be used in its entirety

SECONDARY
and should not be altered or adjusted. The

SWEET & STICKY

words included in the tagline, including their
order, must not be changed or revised.

This should be leveraged when spacing is limited.

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BRAND GUIDE

COLORS
BRAND COLORS

Color plays an integral role in how the brand

communicates visually. Each color has a
PRIMARY
psychological meaning and by using these
strategically, we are able to better communicate
to our audience. As a whole, these colors
draw colors you find in your home.
PMS: NEUTRAL BLACK PMS: 103C
The black embodies security, trust, power, HEX: 231F20 HEX: C4A11B
and represents the foundation we provide
CMYK: 70 67 64 74 CMYK: 25 33 100 1
companies to grow in maturity and revenue.
RGB: 35 31 32 RGB: 196 161 27
The gold is a perfect complement to the black that
brings feelings of prosperity, quality and value.

As a secondary accent color, the magenta

color brings an approachable, softer side and
SECONDARY TERTIARY
emphasizes the importance of relationships
with our clients. It also represents energy and
change, the change we bring to our clients.

The light blue is calming (reflecting the sense PMS: 2385C PMS: 636C
of calm and peace we bring to our clients), HEX: D35BB9 9 7 D A F 8
trustworthy, and a perfect complement to the gold.
CMYK: 0 29 27 31 CMYK: 36 0 0 0
RGB: 211 91 185 RGB: 151 218 248

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USING OUR COLORS

COLOR VARIATIONS

These are the approved color variations of

the primary, secondary, and tertiary Syrup
logos. It should be added that the primary and
secondary logos as well as the secondary
logo element in the tertiary logo should
never be white, magenta, or light blue.

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BRAND GUIDE

BRAND ELEMENTS
USAGE

The phrase “Sweet & Sticky” is a shortened

version of the primary tagline. When using this
element it must bleed off of and be anchored
to the right or left side of the page.

COLOR

The primary color used for this element

should be pink. White may be used
when pink doesn’t look good.

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BRAND GUIDE

FONTS
NIMBUS SANS EXTENDED

This font should be used for all h2’s as well

Nimbus Sans Extended
as for displaying the company’s URL and
taglines. Special consideration must be used
when not using this font to display a tagline. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ROBOTO

This font should be used for all h3’s as

well as all body copy and labels.
1234567890
Download Nimbus

Roboto

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Download Roboto

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BRAND GUIDE

PHOTOGRAPHY
SUBJECT MATTER

Photography brings life to the brand and should

always highlight the collaborative, hardworking,
business savvy culture of Syrup. Photography
should always be high resolution, top quality,
and bright to best portray the work of Syrup.

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PHOTO
TREATMENTS

SWEET CLARITY, SWEET CLARITY,

TREATMENTS STICKY MARKETING STICKY MARKETING
In all cases, text should be easy to read. If text lives
on top of an image, make sure there is a lightly
contrasted gradient map or overlay on top of the
image. Only use approved colors for photography
treatments.

SWEET CLARITY, SWEET CLARITY,

STICKY MARKETING STICKY MARKETING

SWEET CLARITY, SWEET CLARITY,

STICKY MARKETING STICKY MARKETING

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USING THE BRAND

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USING THE BRAND

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USING THE BRAND

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 SWEET CLARITY,
STICKY MARKETING
FIND OUT MORE AT SYRUPMARKETING.COM