Pleo Brand Guidelines 2020
Brand guidelines for Pleo (Version 4.0, Jan 2020) that define voice, strategic positioning, and the full visual system for product and marketing. The deck codifies logo usage, colour palettes, (Neue Haas Grotesk, Spezia), illustration and photography direction, UI palette, and ad/social templates, plus card artwork and merch specs to ensure consistent execution across mobile, web, OOH, and partner co‑branding. Includes asset contact and production notes
- Slide 1: Pleo's official brand guidelines (Version 4.0, January 2020) introducing
- Slide 2: Introductory note explaining the guidelines cover who Pleo
- Slide 3: Document roadmap listing sections and page ranges, from Strategy
- Slide 4: Section header introducing Pleo's strategic framework that structures vision, mission
- Slide 5: Our strategy is the foundation for everything we do
- Slide 6: Vision: Make everyone feel valued at work
- Slide 7: Mission: Be the go-to spending solution for forward-thinking teams
- Slide 8: Lists Pleo's core values: Transparency, Equality, Happiness, and Focus
- Slide 9: Brand idea: Power to your people
- Slide 10: Positioning: Everyone deserves to feel valued at work
- Slide 11: Brand archetypes: Liberator and Magician
- Slide 12: Introduces the language guidelines that govern Pleo's voice, tone
- Slide 13: Voice and tone: what's the difference?
- Slide 14: Connects Pleo's voice to its brand idea ('Power to your
- Slide 15: Voice pillars: direct, forward-thinking, genuine, unorthodox
- Slide 16: What does 'direct' sound like?
- Slide 17: What does 'forward-thinking' sound like?
- Slide 18: What does 'genuine' sound like?
- Slide 19: What does 'unorthodox' sound like?
- Slide 20: Advises that tone should adapt naturally to context:what we're saying
- Slide 21: Functional headlines for web, marketing and product
- Slide 22: Playful headlines for social, CRM and OOH
- Slide 23: Situational headlines and copy strings
- Slide 24: UX copy: before (Fetch for Gmail example)
- Slide 25: UX copy: after (clarified, conversational)
- Slide 26: App notification copy
- Slide 27: App notification copy
- Slide 28: App Store release notes
- Slide 29: App Store release notes
- Slide 30: App Store screens and description guidance
- Slide 31: App Store screens messaging
- Slide 32: Performance marketing: before: generic
- Slide 33: Performance marketing: after: 'Let Pleo do it.'
- Slide 34: Benefit-first headline and imperative benefits
- Slide 35: Sales collateral: before: unclear hierarchy
- Slide 36: Sales collateral: after: show value to teams
- Slide 37: New joiner email: before: descriptive but impersonal
- Slide 38: New joiner email: after: clear, conversational onboarding
- Slide 39: Social media: Instagram: unorthodox voice
- Slide 40: Introduces the logo section and signals the start of practical
- Slide 41: New wordmark: Nordic simplicity and the smiling 'L'
- Slide 42: Logo lockups: angled and horizontal orientations
- Slide 43: Logo palette and guidance
- Slide 44: Construction: crafted letterforms and grid
- Slide 45: Minimum size requirements for clarity
- Slide 46: Clear space: use the 'P' height as minimum
- Slide 47: Partnerships: alignment and colour adaptation
- Slide 48: Logo misuse: alterations to avoid
- Slide 49: Angled lockup as primary app symbol
- Slide 50: Symbol variations: colour, standalone 'L', holding shape
- Slide 51: Approved card treatments in the brand palette showing white, black
- Slide 52: Card variants with logotype watermark
- Slide 53: Card packaging and inserts
- Slide 54: Introduces the brand colour section and the role of colour
- Slide 55: Explains the primary palette centred on pink with black, grey
- Slide 56: Guidance on canvas usage: favour white or solid pink backgrounds
- Slide 57: Describes the extended UI palette for the product: pink
- Slide 58: Specifies four approved colours and accessibility rules: black text
- Slide 59: Explains use of the accent colour group for UI
- Slide 60: UI palette in product
- Slide 61: : core identity tool for Pleo
- Slide 62: Introduction: system and examples
- Slide 63: Primary typeface: Neue Haas Grotesk
- Slide 64: Headlines: vertical alignment guidance
- Slide 65: Secondary typeface: Spezia SemiMono
- Slide 66: Hierarchy: headline, intro, body, captions
- Slide 67: Product UI examples demonstrating scale
- Slide 68: Dynamic type: expressive and functional
- Slide 69: Repetitive type: using type as texture
- Slide 70: System fonts and fallbacks
- Slide 71: Section header introducing the illustration chapter of the Pleo brand
- Slide 72: Illustration: three main categories
- Slide 73: Explains illustrations in-product should be informative and use a single
- Slide 74: Recommends photography as the first choice for people, with illustrations
- Slide 75: Notes buying illustrations should be descriptive and industry-specific, depicting
- Slide 76: Presents a hand-drawn icon system that maps to product benefits
- Slide 77: Shows how illustration can be layered with type and photography
- Slide 78: Illustration layered with photography
- Slide 79: Section header introducing Pleo's photography guidelines and visual approach
- Slide 80: Photography: people first
- Slide 81: Use real customers (not models) across ages and backgrounds, shot
- Slide 82: Shoot with flash for bright images and high levels
- Slide 83: Practical rules: always photograph real customers in their workplaces, prefer
- Slide 84: Type overlays for legibility
- Slide 85: Vertical mobile creative combines portrait photography and large to adapt
- Slide 86: Outdoor creative that lists customer names and portraits to communicate
- Slide 87: Product photography should be clean and minimal:show cards as flat
- Slide 88: Modular ad framings use bold headlines, pastel brand backgrounds
- Slide 89: Go forth and spend
- Slide 90: Section header introducing the digital chapter of the brand guidelines
- Slide 91: Mobile app as primary customer touchpoint
- Slide 92: Desktop app for workplace account management
- Slide 93: Website as the brand’s digital shop window
- Slide 94: Hero messaging: simple purchasing and expense automation
- Slide 95: Email creative for onboarding and Gmail integration
- Slide 96: Instagram story templates :, photographic, product
- Slide 97: Instagram story templates: lifestyle and customer quotes
- Slide 98: Section header introducing guidelines and examples for branded merchandise, pins
- Slide 99: Sticker designs applied to laptop mockup
- Slide 100: Branded merchandise: bottle and beanie mockups
- Slide 101: Tote bag merchandise with 'Satisfaction' and thumbs-up illustration
- Slide 102: Pleo contact: Luke Richardson, Director of Brand & Communications
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