CBG Leafly GP Spreads Brand Guide

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LEAFLY.COM
© 2015 Leafly Holdings Inc. All rights reserved
CORPORATE
BRAND
STANDARDS
Implementing the Leafly Brand
in Communications
TO LEAFLY WELCOME
THANKS!
123
IDENTITY
VISUAL IDENTITY
LOGO
Overview
Preferred Formats
Incorrect Usage
Icons & Usage
Just Say Know Preferred Formats
@Leafly Preferred Formats
Usage & Examples
COLOR
Specifications
Opacity
Usage & Examples
STRAIN TILES
Specifications
Chart
WOOD
Specifications
Usage & Examples
TYPOGRAPHY
Primary Fonts
Secondary Fonts
Tertiary Fonts
Usage & Examples
Trademark Symbols, Copyright, & Attribution
IMAGES
Lifestyle Photography Standards & Examples
Still Photography Standards & Examples
Video Standards & Examples
Web & App
Social Media
WRITTEN IDENTITY
EDITORIAL & COPY
INTRODUCTION BRAND
WHO WE ARE: OUR MISSION
STATEMENT / VISION /
VALUES / SPIRIT
OUR VOICE
WHAT WE ARE
THE BIG IDEA
THE PROMISE
OUR PERSONALITY & STYLE
OUR BUSINESS INSPIRATION
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LEAFLY CORPORATE BRAND GUIDE | 2015
CHAPTER 1 INTRODUCTION
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LEAFLY CORPORATE BRAND GUIDE | 2015
We are a brand with a specifi c purpose. Through our use of technology, application of
creativity and creation of quality content, we take a historically stigmatized subject—
cannabis—and elevate the conversation among consumers. All nuances of the Leafl y
brand—the way we talk, the way we look, the way we make people feel—fuels a powerful
community-based movement. This “Brand Bible” lists and provides details on our Corporate
Brand Standards. It’s what we live by in order to deliver a consistent, creative promise to the
Leafl y community. Momentum toward the inevitable repeal of prohibition will be fueled by
education and understanding of this multi-faceted plant, as well as mainstream branding
appeal. Leafl y will lead this charge.
1
INTRODUCTION
CHAPTER
CHAPTER 2 BRAND
OUR MISSION STATEMENT
Be the world’s most trusted guide for those looking to make informed decisions about cannabis.
OUR VISION
A global community that openly embraces legal cannabis and the accessibility that comes with it.
OUR VALUES
We are the leading authority on cannabis because of our depth of expertise.
We realized very early on that we are working towards something much bigger than ourselves
–we are literally part of history in the making. As we grow, we continually strive to fi nd the
most innovative ways to serve our customers and users. Toward that end, we work closely with
experts in the scientifi c community for testing, measuring and analyzing new cannabis products.
Our full-page ad in the New York Times is just one example of the knowledgeable and mature
approach we apply to every aspect of our business. We take e ciency as seriously as we do
innovation. We work smarter and faster, acting as a catalyst for change.
We feel privileged to contribute toward e orts of positive change in legal and societal views
of cannabis. We will remain at the forefront of delivering relevant information in the fi eld of
medical uses of cannabis.
We play to win.
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LEAFLY CORPORATE BRAND GUIDE | 2015
2
BRAND
CHAPTER
WE ARE
THE LEADING
AUTHORITY
ON CANNABIS
BECAUSE OF
OUR DEPTH
OF EXPERTISE
WE’RE
PURPOSEFUL
ANDALWAYS
PREPARED
WE ARE
CONSIDERED
INNOVATORS
Euphoric
Uplifted
Creative
Happy
Lazy
Euphoric
Uplifted
Creative
Happy
Energetic
SATIVA, INDICA, HYBRID
Know Your Strain
Euphoric
Uplifted
Happy
Energetic
Creative
CONSISTENTLY
METHODICAL
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LEAFLY CORPORATE BRAND GUIDE | 2015
The language of Leafly is educational, conversational and clever. It’s smart without
over-intellectualizing. It appreciates the knowledge of regular cannabis consumers and
recognizes the learning curve of those new to cannabis. Leafly users find the content to be
a good read—knowledge-based and sharable.
CHAPTER 2 BRAND
CENTERED
AROUND
PEOPLE
FACES
BASED ON AN
ACTIVE
EDUCATED
LIFESTYLE
ARTISTIC
VIBRANT
THE CONVERSATION
WE ELEVATE
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LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
CHAPTER 2 BRAND
Know your cannabis. Know your strains. Know where to buy and what to look for. Know
when to plant. Know how to educate, and when to learn. Appreciate knowing. Know your
responsibilities as a medical or casual consumer. .
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LEAFLY CORPORATE BRAND GUIDE | 2015
CHAPTER 2 BRAND
Our eorts will support and complement the reality of cannabis use by people in all
walks of life: patients and professionals, athletes and artists.
Our content—our knowledge—will educate and empower cannabis consumers.
They’ll learn about new strains, search reviews of strains to find what’s best for
their lifestyles—recreationally or medically—locate neighborhood collectives and
dispensaries and, most important, connect with other members of the cannabis
community to share their experiences.
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LEAFLY CORPORATE BRAND GUIDE | 2015
CHAPTER 2 BRAND
Open-minded, knowledgeable and personable. Forward-thinking and always evolving.
Optimistic and emotional. Engaging and active.
These are the characteristics of Leafly, inspired by the cannabis community with which
we interact. This community is what gives us our sense of purpose and motivates us each
day. Spirited and youthful in our actions and mindset, we transcend age and are not bound
by prescribed notions of demographics or psychographics. We respect and celebrate the
dierences among us.
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LEAFLY CORPORATE BRAND GUIDE | 2015
CHAPTER 2 BRAND
Leafly’s web and app platforms saw over 41 million visits last year by cannabis enthusiasts.
Our audience is booming. Compared to the last three years combined, in 2014 our…
*
Web/app visits increased 120%
*
Mobile app downloads increased 100%
*
Registered Leafly account users increased 372%
*
Social audience increased 900%
UNIQUE: 75% of Leafly users do not have another cannabis app on their phone.
GEO-TARGETED: Advertise locally or in all 50 states, Canada & Europe.
TAILORED: Market to cannabis consumers or B2B to the industry.
CUSTOM: Content-forward native advertising to drive SEO and align partners with one of the
most trusted brands in the cannabis industry.
IF LEAFLY WERE
A Tech Company
*
UBER – User experience, redefining a business, fantastic customer service.
A Consumer Product
*
Tesla – Innovative, disruptive, clean, quality, fast, threat to established industries.
*
Method Soap – Natural, progressive.
An Element of Pop Culture
* HBO – Informative, disruptive, engaging.
*
SXSW – Interactive, music, growth.
A Fashion Brand
* Patagonia – Active, lifestyle focused.
*
Converse/Vans – For everyone, not elitist/exclusive, familiar, supportive.
ENGAGING
HBO
PROGRESSIVE
TESLA
NATURAL
PATAGONIA
INNOVATIVE
UBER
INFORMATIVE
METHOD SOAP
TRENDSETTER
SXSW
CHAPTER 3 IDENTITY
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LEAFLY CORPORATE BRAND GUIDE | 2015
The position of a logo. The boldness of a typeface. The right shade of purple. Photographic
treatments. Language and graphics and layout. These design elements are important
individually, of course. Together though, they create a powerful statement in defi ning
the identity of a brand. That each component be used properly ensures consistent brand
recognition in the marketplace.
VISUAL IDENTITY LOGO OVERVIEW
3
CHAPTER
IDENTITY
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LEAFLY CORPORATE BRAND GUIDE | 2015
FULL COLOR LOGO
PREFERRED SMALL SIZE FORMAT
FILE TYPES: .eps, .jpg, .png
For Windows / OSX
FULL COLOR LOGO:
Spot Coated Inks
Leafly-full-color
Leafly-com-full-color
FULL COLOR NO TAG LINE:
Leafly-full-color-no-tagline
Leafly-com-full-color-no-tagline
CHAPTER 3 IDENTITY
VISUAL IDENTITY LOGO PREFERRED FORMATS
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO PREFERRED FORMATS
36 LEAFLY CORPORATE BRAND GUIDE | 2015
Together, our symbol and the wordmark make the Leafly Logo. Beyond photos and ad copy, the
Leafly logo is what catches the eye. It first and foremost tells the reader the communication is from
and about Leafly. Since the Leafly logo is so integral to our identity, its usage must be consistent and
in authorized formats only.
Wherever it is placed, it is essential that enough “negative space” exists around the logo to give it
prominence and avoid a cluttered design.
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LEAFLY CORPORATE BRAND GUIDE | 2015
1-COLOR LOGO WHITE:
leafly-white leafly-com-white
1-COLOR WHITE NO TAG LINE:
Leafly-white-no-tagline
Leafly-com-white-no-tagline
NOTE:
On dark backgrounds use the 1-color white options.
ONE-COLOR LOGO WHITE
PREFERRED SMALL SIZE FORMAT
CHAPTER 3 IDENTITY
VISUAL IDENTITY LOGO PREFERRED FORMATS
1-COLOR LOGO BLACK:
Leafly-black leafly-com-black
1-COLOR BLACK NO TAG LINE:
Leafly-black-no-tagline
Leafly-com-black-no-tagline
NOTE:
One color logo used for photocopies, fax and b/w newsprint.
On light backgrounds use the 1-color black options.
ONE-COLOR LOGO BLACK
PREFERRED SMALL SIZE FORMAT
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO PREFERRED FORMATS
38 LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
DO NOT STACK THE TILE SYMBOL ON TOP OF THE WORDMARKDO NOT USE THE WORDMARK WITHOUT THE TILE SYMBOL
VISUAL IDENTITY LOGO INCORRECT USAGE
CHAPTER 3 IDENTITY
DO NOT USE THE LOGO W/O THE REGISTERED MARK DO NOT PLACE THE TILE SYMBOL AFTER THE WORDMARK
The logo may be used only with the registration mark. The ® symbol must always be used with
the logo; do not add the ® symbol to the tile symbol as well.
If using the tile symbol alone, be certain to size it proportionately to the page. For example, if
the space is 12 inches by 12 inches, the tile symbol must occupy at least 1 square inch.
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO INCORRECT USAGE
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LEAFLY CORPORATE BRAND GUIDE | 2015
CORRECT USAGE
OF THE ICON
ICON IN COLOR PLACED BOTTOM RIGHT OF VIDEO
INCORRECT USAGE: TOP LEFT OF VIDEO
INCORRECT USAGE: BOTTOM LEFT OF VIDEO
INCORRECT USAGE: TOP RIGHT OF VIDEO
VISUAL IDENTITY LOGO ICONS & USAGE CHAPTER 3 IDENTITY
USAGE OF ICONS
ACCEPTABLE VIDEO ICON USAGE
DO NOT CHANGE THE ORIENTATION
OF COLORS OF THE ICON
DO NOT STRETCH OR
DISTORT THE ICON
DO NOT STROKE THE GRAPHIC
SHAPES OF ICON IN COLOR
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO ICONS & USAGE
The icon cannot be elongated, separated with a stroke or bordered by dierent colors.
There may not be any change in orientation for either the icon or logo.
42 LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
In this combination, logo must always be on left of the page with just say know
Lockup and social icons to the right.
If layout is vertical where height of layout is much larger than width, this combination
may be used to match the defined vertical space better.
In this combination, logo must always be on left of the page and social icons and just
say know to the right.
VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS CHAPTER 3 IDENTITY
™
™
LEAFLY LOGO JUST SAY KNOW LOCKUP COLOR
LEAFLY LOGO JUST SAY KNOW LOCKUP 1-COLOR BLACK
LEAFLY LOGO JUST SAY KNOW LOCKUP 1-COLOR WHITE
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS
™
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LEAFLY CORPORATE BRAND GUIDE | 2015
JUST SAY KNOW TM STACKED LOCKUP TREATMENT FOR BRANDING AND GRAPHICS
STACKED - RIGHT JUSTIFIED
STACKED - LEFT JUSTIFIED
VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS CHAPTER 3 IDENTITY
#JUST SAY KNOW LOCKUP TREATMENT FOR BRANDING AND GRAPHICS
IN ONE LINE ALL CAPS - LEFT JUSTIFIED
IN ONE LINE - RIGHT JUSTIFIED
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS
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LEAFLY CORPORATE BRAND GUIDE | 2015
Below is the @Leafly lockup with social media icons.
PLEASE NOTE: Do not use the same type treatment of “leafly” in leafly logo. @Leafly type treatment
is considered straight type and is not an icon lockup.
In this combination, logo must always be on left of the page and social icons and just
say know to the right.
VISUAL IDENTITY LOGO @LEAFLY PREFERRED FORMATS CHAPTER 3 IDENTITY
#JUST SAY KNOW LOCKUP TREATMENT FOR WEB & SOCIAL MEDIA
IN ONE LINE TITLE CASE MUSEO 700 WEIGHT - LEFT JUSTIFIED
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO JUST SAY KNOW PREFERRED FORMATS
50 LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
Below is the @Leafly lockup with social media icons.
PLEASE NOTE: Do not use the same type treatment of “leafly” in leafly logo. @Leafly type treatment
is considered straight type and is not an icon lockup.
@LEAFLY
In this combination, logo must always be on left of the page and social icons and just
say know to the right.
VISUAL IDENTITY LOGO @LEAFLY PREFERRED FORMATS CHAPTER 3 IDENTITY
CBG Leafly R24.indd 51 4/22/15 9:26 AM
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LEAFLY CORPORATE BRAND GUIDE | 2015
VISUAL IDENTITY LOGO USAGE & EXAMPLES CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY LOGO USAGE & EXAMPLES
Place the Leafly logo at the top left corner of a printed page. A secondary placement may be
the bottom right corner. Its placement and size must be legible, surrounded by enough white
space so as not to appear crowded—the logo must always be prominent. If the background is a
complex design, use the black-only or white-only knockout logo variations, and consider
additional placements of the logo. When the medium is primarily black and white (e.g., fax; b/w
copy) use the black-only knockout logo.
52 LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
NOTE: Please refer to a Pantone® book for final color on press. Laser output and on-screen
color do not necessarily represent true Pantone, CMYK, or RGB color values.
PANTONE INKS
CMYK
RGB
PMS 7658C
57/89/37/22
109/51/94
PMS 173C
12/87/100/2
211/71/39
PMS 368C
58/2/100/0
119/188/31
PMS 7533C
53/63/76/56
73/55/40
VISUAL IDENTITY COLOR SPECIFICATIONS CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY COLOR SPECIFICATIONS
Color often sets the tone for a brand—think Tiany’s robin’s egg blue or Hermes’ orange—and
becomes as recognizable as a brand’s logo. The Leafly colors may never be manipulated or
converted if they are used in a spot-color process. If colors must be converted to CMYK or RGB,
the numeric breakdown of each color swatch must respect the uniformity of the brand.
54 LEAFLY CORPORATE BRAND GUIDE | 2015
100% 70% 40%90% 60% 30%80% 50% 20% 10%
100% 70% 40%90% 60% 30%80% 50% 20% 10%
COLOR OPACITY
100% 70% 40%90% 60% 30%80% 50% 20% 10%
100% 70% 40%90% 60% 30%80% 50% 20% 10%
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LEAFLY CORPORATE BRAND GUIDE | 2015
VISUAL IDENTITY COLOR USAGE CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY COLOR USAGE
In typography and layout, colors can be used in a solid state or bleed in a screened opacity. As
long as the Leafly brand colors are used, the opacity can be screened in a variety of percentages
to create an overall bleed.
58 LEAFLY CORPORATE BRAND GUIDE | 2015
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LEAFLY CORPORATE BRAND GUIDE | 2015
NOTE: Please refer to a Pantone® book for final color on press. Laser output and on-screen
color do not necessarily represent true Pantone, CMYK, or RGB color values.
STANDARD TILE SPECIFICATION
216px by 260px
12 pt Corner Radius
MUSEO SANS 300 WEIGHT
MUSEO SANS 300 WEIGHT
MUSEO SANS 900 WEIGHT
VISUAL IDENTITY STRAIN TILES SPECIFICATIONS CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES SPECIFICATIONS
Strict usage of Strain Tiles maintains the brand’s message and is central to how cannabis
information is communicated on Leafly and its various mediums. When resizing Strain Tiles
please keep the proportions intact as shown in the specifications listed here.
TOP TEN RECOMMENDED TILES FOR USE IN GRAPHICS
60 LEAFLY CORPORATE BRAND GUIDE | 2015
Ogk
Hybrid
OG Kush
Bd
Hybrid
Blue Dream
Ww
Hybrid
White Widow
Tw
Hybrid
Trainwreck
Pd
Hybrid
Purple Diesel
Pex
Hybrid
Pineapple
Express
Hb
Hybrid
Headband
Cd
Hybrid
Chemdawg
Mks
Hybrid
Master Kush
Bry
Hybrid
Blueberry
X13
Hybrid
Xj-13
Slh
Hybrid
Super Lemon
Haze
Wr
Hybrid
White Rhino
Sc
Hybrid
Strawberry
Cough
Har
Hybrid
Harlequin
Lk
Hybrid
Lemon Kush
Nyc
Hybrid
NYC Diesel
Bg
Hybrid
Bubble Gum
Dt
Hybrid
Dutch Treat
Gsc
Hybrid
Girl Scout
Cookies
C99
Hybrid
Cinderella 99
Ok
Hybrid
Orange Kush
100
Hybrid
$100 OG
Cck
Hybrid
Cotton Candy
Kush
Fog
Hybrid
Fire OG
Pak
Hybrid
Pineapple
Kush
Whr
Hybrid
White
Russian
Ago
Hybrid
Agent Orange
Ls
Hybrid
Lemon Skunk
Ppp
Hybrid
Pure Power
Plant
Ptw
Hybrid
Pineapple
Trainwreck
Tng
Hybrid
Tangerine
Dream
Sog
Hybrid
Sour OG
St
Hybrid
Sweet Tooth
Jh
Sativa
Jack Herer
Sd
Sativa
Sour Diesel
Ss
Sativa
Super Silver
Haze
Lh
Sativa
Lemon Haze
Dp
Sativa
Durban
Poison
Mw
Sativa
Maui Waui
Ph
Sativa
Purple Haze
Sk1
Sativa
Skunk #1
Aca
Sativa
Acapulco Gold
Lb
Sativa
Lamb’s Bread
H
Sativa
Haze
Km
Sativa
Kali Mist
Ssd
Sativa
Super Sour
Diesel
Chc
Sativa
Chocolope
Slv
Sativa
Silver Haze
Hs
Sativa
Hawaiian
Snow
Mob
Sativa
Moby Dick
Grf
Sativa
Grapefruit
Amh
Sativa
Amnesia Haze
Vor
Sativa
Vortex
Tg
Sativa
Tangie
Arj
Sativa
Arjan’s
Strawberry Haze
Pan
Sativa
Pandora’s Box
Eas
Sativa
East Coast
Sour Diesel
Ddg
Sativa
Dutch Dragon
Hhz
Sativa
Hawaiian
Jg
Sativa
Jean Guy
Vdo
Sativa
Voodoo
Bkd
Sativa
Black Diesel
Iss
Sativa
Island Sweet
Skunk
Sns
Sativa
Sage N Sour
Caj
Sativa
Candy Jack
Bhz
Sativa
Brainstorm
Haze
Cah
Sativa
Cannalope
Haze
Pam
Sativa
Panama Red
Lgb
Sativa
Laughing
Buddha
Jp
Sativa
Jamaican
Mr
Indica
Mr. Nice
Bb
Indica
Big Bud
Blk
Indica
Blueberry
Kush
Pu
Indica
Purple Urkle
Rom
Indica
Romulan
Tog
Indica
Tahoe OG
Bak
Indica
Banana Kush
God
Indica
God’s Gift
Ds
Indica
Death Star
Stk
Indica
Strawberry
Kush
Van
Indica
Vanilla Kush
Kos
Indica
Kosher Kush
Cm
Indica
Critical Mass
Plt
Indica
Platinum OG
Plk
Indica
Platinum Kush
Afo
Indica
Afgoo
Sen
Indica
Sensi Star
Afg
Indica
Afghani
Bbr
Indica
Blackberry
Pur
Indica
Pure Kush
Pok
Indica
Purple OG
Kush
Pwr
Indica
Purple Wreck
Kin
Indica
King Kush
Hp
Indica
Hash Plant
Bry
Indica
Blueberry
Cq
Indica
Cheese Quake
Dia
Indica
Diablo
Mk
Indica
MK Ultra
Mgo
Indica
Mango
Tru
Indica
True OG
Adg
Indica
Alien Dawg
Gdp
Indica
Granddaddy
Purple
Bk
Indica
Bubba Kush
Nl
Indica
Northern
Lights
Afk
Indica
Afghan Kush
G13
Indica
G-13
Ga
Indica
Grape Ape
La
Indica
LA
Confidential
Bbk
Indica
Blackberry
Kush
Hk
Indica
Hindu Kush
Pk
Indica
Purple Kush
Sky
Indica
Skywalker
THREE
CATEGORIES
OF CANNABIS
STRAINS:
INDICA Relaxing and mellow, indica
eects are commonly preferred for
evening use.
CHAPTER 3 IDENTITY VISUAL IDENTITY STRAIN TILES CHART
62 LEAFLY CORPORATE BRAND GUIDE | 2015 63
LEAFLY CORPORATE BRAND GUIDE | 2015
SATIVA Uplifting and stimulating,
energizing sativa eects are commonly
preferred for daytime use.
VISUAL IDENTITY STRAIN TILES CHART CHAPTER 3 IDENTITY
Ogk
Hybrid
OG Kush
Bd
Hybrid
Blue Dream
Ww
Hybrid
White Widow
Tw
Hybrid
Trainwreck
Pd
Hybrid
Purple Diesel
Pex
Hybrid
Pineapple
Express
Hb
Hybrid
Headband
Cd
Hybrid
Chemdawg
Mks
Hybrid
Master Kush
Bry
Hybrid
Blueberry
X13
Hybrid
Xj-13
Slh
Hybrid
Super Lemon
Haze
Wr
Hybrid
White Rhino
Sc
Hybrid
Strawberry
Cough
Har
Hybrid
Harlequin
Lk
Hybrid
Lemon Kush
Nyc
Hybrid
NYC Diesel
Bg
Hybrid
Bubble Gum
Dt
Hybrid
Dutch Treat
Gsc
Hybrid
Girl Scout
Cookies
C99
Hybrid
Cinderella 99
Ok
Hybrid
Orange Kush
100
Hybrid
$100 OG
Cck
Hybrid
Cotton Candy
Kush
Fog
Hybrid
Fire OG
Pak
Hybrid
Pineapple
Kush
Whr
Hybrid
White
Russian
Ago
Hybrid
Agent Orange
Ls
Hybrid
Lemon Skunk
Ppp
Hybrid
Pure Power
Plant
Ptw
Hybrid
Pineapple
Trainwreck
Tng
Hybrid
Tangerine
Dream
Sog
Hybrid
Sour OG
St
Hybrid
Sweet Tooth
Jh
Sativa
Jack Herer
Sd
Sativa
Sour Diesel
Ss
Sativa
Super Silver
Haze
Lh
Sativa
Lemon Haze
Dp
Sativa
Durban
Poison
Mw
Sativa
Maui Waui
Ph
Sativa
Purple Haze
Sk1
Sativa
Skunk #1
Aca
Sativa
Acapulco Gold
Lb
Sativa
Lamb’s Bread
H
Sativa
Haze
Km
Sativa
Kali Mist
Ssd
Sativa
Super Sour
Diesel
Chc
Sativa
Chocolope
Slv
Sativa
Silver Haze
Hs
Sativa
Hawaiian
Snow
Mob
Sativa
Moby Dick
Grf
Sativa
Grapefruit
Amh
Sativa
Amnesia Haze
Vor
Sativa
Vortex
Tg
Sativa
Tangie
Arj
Sativa
Arjan’s
Strawberry Haze
Pan
Sativa
Pandora’s Box
Eas
Sativa
East Coast
Sour Diesel
Ddg
Sativa
Dutch Dragon
Hhz
Sativa
Hawaiian
Jg
Sativa
Jean Guy
Vdo
Sativa
Voodoo
Bkd
Sativa
Black Diesel
Iss
Sativa
Island Sweet
Skunk
Sns
Sativa
Sage N Sour
Caj
Sativa
Candy Jack
Bhz
Sativa
Brainstorm
Haze
Cah
Sativa
Cannalope
Haze
Pam
Sativa
Panama Red
Lgb
Sativa
Laughing
Buddha
Jp
Sativa
Jamaican
Mr
Indica
Mr. Nice
Bb
Indica
Big Bud
Blk
Indica
Blueberry
Kush
Pu
Indica
Purple Urkle
Rom
Indica
Romulan
Tog
Indica
Tahoe OG
Bak
Indica
Banana Kush
God
Indica
God’s Gift
Ds
Indica
Death Star
Stk
Indica
Strawberry
Kush
Van
Indica
Vanilla Kush
Kos
Indica
Kosher Kush
Cm
Indica
Critical Mass
Plt
Indica
Platinum OG
Plk
Indica
Platinum Kush
Afo
Indica
Afgoo
Sen
Indica
Sensi Star
Afg
Indica
Afghani
Bbr
Indica
Blackberry
Pur
Indica
Pure Kush
Pok
Indica
Purple OG
Kush
Pwr
Indica
Purple Wreck
Kin
Indica
King Kush
Hp
Indica
Hash Plant
Bry
Indica
Blueberry
Cq
Indica
Cheese Quake
Dia
Indica
Diablo
Mk
Indica
MK Ultra
Mgo
Indica
Mango
Tru
Indica
True OG
Adg
Indica
Alien Dawg
Gdp
Indica
Granddaddy
Purple
Bk
Indica
Bubba Kush
Nl
Indica
Northern
Lights
Afk
Indica
Afghan Kush
G13
Indica
G-13
Ga
Indica
Grape Ape
La
Indica
LA
Confidential
Bbk
Indica
Blackberry
Kush
Hk
Indica
Hindu Kush
Pk
Indica
Purple Kush
Sky
Indica
Skywalker
HYBRID Most strains are indica- or
sativa-dominant hybrids that yield “best
of both worlds” eects.
The Leafly strain database allows
you to search by health uses,
eects, attributes, flavors and more.
CHAPTER 3 IDENTITY VISUAL IDENTITY WOOD SPECIFICATIONS
The introduction of wood as a design element adds a nuanced maturity to the brand. Its use
should be limited as an accent, never to dominate the Leafly logo or other brand imagery.
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ONLY WHITE TYPE MUSEO 900 WEIGHT IN UPPER CASE
MUST BE UTILIZED ON WOOD TEXTURE
FULL COLOR LEAFLY LOGO PERMISSIBLE
OVER WOOD TEXTURE
OPTION: WOOD TEXTURE MAY ONLY BE PLACED INTO
TYPE MUSEO 900 WEIGHT IN UPPER CASE
KNOCKED OUT WHITE LEAFLY LOGO PERMISSIBLE
OVER WOOD TEXTURE
VISUAL IDENTITY WOOD USAGE & EXAMPLES CHAPTER 3 IDENTITY
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NOTE: Typography is a key element to communicate a unified personality for Leafly.
We have selected MUSEO SANS as the Leafly font.
MUSEO SANS 100
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 700
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 100 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 700 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 300
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 900
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 300 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 900 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 500
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SANS 500 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
VISUAL IDENTITY TYPOGRAPHY PRIMARY FONTS CHAPTER 3 IDENTITY
MUSEO SANS
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY PRIMARY FONTS
Museo Sans is a full-featured, highly legible sans serif font family designed by Jos Buivenga.
Museo Sans sports a familiar look and is based on the popular Museo serif typeface family.
Museo Sans has a sturdy, low contrast, geometric design style that works well in both text and
display sizes.
Museo Sans is by:
exljbris Font Foundry
www.exljbris.com/museosans
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VISUAL IDENTITY TYPOGRAPHY SECONDARY FONTS CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY SECONDARY FONTS
Museo Slab is the slab-serif companion to Museo Sans. It was designed by Dutch typeface
designer Jos Buivenga and released through the exljbris Font Foundry in 2009. The original
Museo has semi-slab serifs but Museo Slab is a full-on slab serif.
Museo Sans is by:
exljbris Font Foundry
www.exljbris.com/museoslab
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MUSEO SLAB 100
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 700 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 100 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 900
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 300
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 900 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 300 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 1000
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 500
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 700
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 500 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
MUSEO SLAB 1000 ITALIC
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
VISUAL IDENTITY TYPOGRAPHY SECONDARY FONTS CHAPTER 3 IDENTITY
MUSEO SLAB
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VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS
Interstate is a digital typeface designed by Tobias Frere-Jones in the period 1993–1999, and
licensed by Font Bureau. The typeface is closely related to the FHWA Series fonts, a signage
alphabet drawn for the United States Federal Highway Administration in 1949.
Interstate is by:
exljbris Font Foundry
www.fontbureau.com/fonts/Interstate
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INTERSTATE PLUS LIGHT
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE PLUS REGULAR
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE PLUS MEDIUM
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE PLUS
VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS CHAPTER 3 IDENTITY
INTERSTATE MONO REGULAR
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE MONO BOLD
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE MONO BLK
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE MONO LGT
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE MONO
INTERSTATE COND MONO REGULAR
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr
Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE COND MONO BOLD
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq
Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE COND MONO BLK
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE COND MONO LGT
Aa Bb Cc Dd Ee Ff Ee Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
INTERSTATE COND MONO
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TERTIARY FONTS
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KNOW
YOUR
STRAIN
VISUAL IDENTITY TYPOGRAPHY USAGE & EXAMPLES CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY USAGE & EXAMPLES
Type is used to accompany an image, or it may be treated softly as a graphic element.
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THERE ARE THREE WAYS TO GIVE NOTICE THAT A MARK IS REGISTERED WITH THE UNITED
STATES PATENT & TRADEMARK OFFICE (“PTO”):
Use the symbol, “®,”
Use the legend, “Registered, U.S. Patent and Trademark Oce,” or
Use the abbreviation, “Reg. U.S. Pat. & Tm. O.”
USAGE:
CORRECT
To find out more visit the Leafly® website.
CORRECT
Check out our brand page on the Leafly® service.
WHEN REPRODUCING THE LEAFLY TILES, PLACE THE ™ SYMBOL NEAR THE LOWER RIGHT
CORNER. IF GROUPING TILES TOGETHER, ONLY ONE ™ SYMBOL IS NECESSARY.
REGISTERED TRADEMARK SYMBOL
Only when the logotype is used in extreme font sizes will the ®
need to be adjusted proportionally. It should be legible and promi-
nent without being intrusive.
VISUAL IDENTITY TYPOGRAPHY TRADEMARK SYMBOLS, COPYRIGHT CHAPTER 3 IDENTITY
CORRECT
Follow us on the Leafly® service.
INCORRECT
To find out more visit Leafly’s website.
Leafly’s trademarks include the Leafly word mark, the Leafly logo, the Just Say Know tagline
and the Leafly strain tile design marks as well the purple, green and rusty maroon trade dress.
The Leafly word mark and logo are registered with the United States Patent and Trademark
Oce as well as other national and regional trademark registries and the ® symbol should
be used as a superscript adjacent to the marks. Other company marks, such as the Just Say
Know tagline and the Leafly strain tiles, should be accompanied by the ™ symbol, signifying
our ownership of the brands; because these are not yet widely registered in the United States
and internationally, the ® symbol should not be used next to these marks.
CHAPTER 3 IDENTITY VISUAL IDENTITY TYPOGRAPHY TRADEMARK SYMBOLS, COPYRIGHT
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IMAGES IMAGES
Our brand style is relaxed. It is an extension of who we are and how we live. It emulates our
sensibilities, especially that of judgment-free living. It speaks to our culture of sharing information,
and sharing in the achievements of the Leafly community.
Design, photography and moving imagery are natural in their layout. It is about capturing moments
rather than staging a scene, or manipulating a pose. In this way no two images will be alike.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE LIFESTYLE PHOTOGRAPHY STANDARDS & EXAMPLES
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BLACK AND WHITE PHOTOGRAPHY
COLOR PHOTOGRAPHY
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VISUAL IDENTITY IMAGE PHOTOGRAPHY STANDARDS & EXAMPLES CHAPTER 3 IDENTITY
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE PHOTOGRAPHY STANDARDS & EXAMPLES
Without so much as a single letter, photography tells the Leafly story and defines our brand. With
copy, the message is even more impactful, as the imagery compels the viewer to learn more, to
connect with the brand…to know Leafly in a single glance. Lifestyle photography captures the
spirit of the brand. This style emulates real life moments. The lighting is natural, the setting is
atmospheric rather than studio-based, and the mood is casual. Hard edges, sharp contrasts
and grainy tones are discouraged. Appealing to many, the image is interpreted dierently by the
individual. The Leafly story becomes ours. Each of us would want to write the next chapter.
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CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE STILL PHOTOGRAPHY STANDARDS & EXAMPLES
In the absence of any words or design treatments, still photography speaks to Leafly’s clean,
fresh and relaxed look. The imagery conveys a real-life story. The photos are enticing, textured,
and synonymous with Leafly.
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GUIDELINES
These guidelines are to help in the production of video that maintains brand consistency. Video is
becoming as ubiquitous as still photography and is increasingly used to share content through strong
brand representation.
TECHNICAL SPECIFICATIONS FOR VIDEO ASPECT RATIOS
Videos should always be shot in 16:9 widescreen or 4:3 standard.
FORMAT / VIDEO QUALITY
It is recommended using High Definition quality (720p/1080p). High Resolution videos can easily be
compressed for lower bandwidth.
Some typical examples of good quality dimensions for video production are:
1920 x 1080 for Blu-ray
720 x 573 for DVD
640 x 480 for streaming (standard 4:3) 640 x 360 for streaming (widescreen 16:9)
LEGAL REQUIREMENTS AND PERMISSIONS
Consider all rights permissions prior to filming:
Consent to be filmed
Anyone featured in video needs to have provided written consent, and it must be clear that they under-
stand the purpose and use of the film. Consent can be given “on camera” by groups or individuals so
long as the video will not be edited and risk that consent being lost. People who appear in the filming
but are “background” do not need to provide written consent, but they should be made aware that they
may appear on camera so as to have the option not to be included.
Permission to film
Filming on private property requires permission from the property owner. If filming occurs on public
property then no ocial permission is needed if filming and crew are not causing an obstruction to
sidewalks or doorways.
Copyright
Check for permission to use images and music. Failure to do so can result in costly fines for breach of copyright.
Images
A variety of brand images are available from our image library. Images used in video must be approved
and usage licenses are required and must be purchased.
Music
Royalty free, custom or stock music are available. Music used in video must be approved and usage
licenses are required and must be purchased.
VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES CHAPTER 3 IDENTITY
As with all Leafly marketing and communication pieces, videos are styled and scripted according
to Leafly brand standards. Visuals have an authentic look rather than appearing staged. Think
professional but not extremely polished. The tone is informative but deviates from being staid. Images
have a cinematic quality with subtle color variations to achieve contrast. The look evokes a friendly,
knowledgeable brand. Exterior scenes can be made warmer with a film wash that adds a glow.The
finished piece should give the viewer a feeling for the Leafly brand story. Staying current with
adaptations of digital film technology further adds to the quality of our content. Leafly users will be
encouraged to share content through their social media networks.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES
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GENERAL CATEGORIES OF VIDEOS
Seminars and Lectures—Recordings of presentations to be shown to those who could not attend the live event
Practicals and Demonstrations—Used as supplements to face-to-face teaching
Tutorials—For remote learning sessions
Marketing and Promotional Videos—Events, ceremonies and ad campaigns
VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES CHAPTER 3 IDENTITY
The brand message conveyed through our videos depends on the intended use. Film seminars
and lectures, for example, should be conveyed in an educational style. Marketing and special
events programming need to create an emotional connection with the viewers.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE VIDEO STANDARDS & EXAMPLES
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RESPONSIVE DESIGN
Responsive designs adapt to di erent screen sizes to provide a presentation that is suitable for di erent
types of devices such as mobile phones or tablets. The Responsive Design View makes it easy to see how
a website or web app will look on di erent screen sizes.
VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY
WEB CONTENT
Leafly.com is where consumers find information about cannabis strains and product
information, details about dispensaries and recreational shops, and cannabis news and
culture content. Consumers also contribute ratings and reviews of strains, and connect
with one another.
The approach of the Leafly website is mainstream, avoids common stereotypes associated
with cannabis culture, and maintains our brand voice through its design and language.
It was built to be responsive and adaptable to multiple and emerging markets, is mobile
compatible, and is defined by a forward-thinking design.
APP CONTENT
The Leafly app is available as a native application for both iOS and Android devices.
Content on the app includes all of the extensive Leafly data available via Leafly.com, and
it can be personalized to a consumer’s preferences and geographic location. Bringing the
same design-forward thinking that carries throughout all of Leafly marketing and branding
into the app has culminated in an award-winning experience for mobile devices.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP
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HOME PAGE
LANDING PAGE
BUTTONS
BANNER
EMAIL BLAST
VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY
This section highlights some key components of Leafly’s web and app properties. The layout of
these screens has to deliver information in a very clear and consistent way by using typography,
iconography, color and content to keep Leafly users engaged, informed and coming back. The
overall Leafly brand experience must always be apparent to the user, no matter which screen
they view it from and whatever the context may be.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP
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FACEBOOK
GOOGLE+
TWITTER
PINTEREST
TUMBLER YOUTUBE
INSTAGRAM
VISUAL IDENTITY IMAGE WEB & APP CHAPTER 3 IDENTITY
Social Media is diff erent. Above all else, brands with successful social media programs use these
platforms as a conduit to be honest and transparent with their audiences. While nuances exist,
each platform shares the goal of delivering compelling, sharable content. Social media is also a
two-way dialogue and a powerful mechanism for gaining audience insights, as users can, and will
respond to each piece of content placed in front of them. For this reason, social media requires
a commitment to listening and responding in real-time in an authentic, friendly way. Powerful
analytics tools now exist to measure the response to content delivered on social media, and
should be utilized to quickly assess and pivot based on audience reaction. Content should be
specifi cally developed with widespread sharing and virality in mind. Increasingly, social media is
shown to be an e ective paid channel to drive conversion. However, caution should be taken to
integrate paid in an elegant fashion that voids alienating audience or decreasing engagement.
Photos and videos for Leafl y’s social channels should be far more casual than those for print/
OOH. Social media is not a place to repurpose banner or magazine ads or television commercials.
CHAPTER 3 IDENTITY VISUAL IDENTITY IMAGE WEB & APP
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What we write complements what we say, what we photograph—what we mean. Our language
is direct and authoritative, but avoids being commanding. It’s conversational, clever, even witty
at times, and is crafted with emotion. Without imagery or logo, editorial content is still identified
as coming from Leafly.
CHAPTER 3 IDENTITY WRITTEN IDENTITY EDITORIAL & COPY
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WELCOME
THANKS!

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