The
Brand
Guide
Showit
2023
When they see us or hear about us, we want them to feel both seen and understood but also inspired and empowered to work out their creativity.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
The better we do this using creativity, empathy, and integrity–the better we find where our community's ideals align with our purpose:
Our Brand
BRAND
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our brand is an extension of who we are and the imprint we leave with our community that influences the gut feeling they have about us.
Our Voice
Corporate jargon or
trying to motivate by fear.
is...
Compelling
Sticking to scripts. Unless the scripts are serving us well as a general guide. We like to be able to flex.
Contextual
Being inauthentic, using words that don’t fit with the audience we are talking to.
Conversational
what we avoid
Taking ourselves seriously.
Also, overdoing it by trying to be stand-up comedians.
Clever
We aim to move and
mobilize people. We want to make it mean
something to them.
We want to add value to whatever space we are in.
We strive for authenticity
and integrity, we want to
be a part of and cultivate unique culture.
because
Being fun is one of our values, we don’t take
ourselves too seriously.
We put ourselves in our user's place, try on their lenses and read it again.
Ensure our tone matches
the mood. We intentionally/
meaningfully mix things up when the situation calls for it.
We speak in a recognizable voice that is relatable, current, and easy to understand.
what we do
We embrace good banter, witty wordplay, and tasteful puns.
voice
We communicate with our customers in lots of places. Recognize the need to meet them where they are at and adjust our tone in the various scenarios.
Context
Approachable, others-focused,
genuine.
in person
Meetups
Approachable, fun others-focused, experts.
Sponsorships
Intentional, prepared, personal, approachable.
Stages
Helpful, gracious, confident, lighthearted, fun.
support
Intercom
Empowering, accessible, clear.
Guides
Accessible, clear, thorough.
Help Docs
Intelligent, professional,
a sprinkle of wit.
online
Website
Intelligent, professional,
clear, knowledgeable.
Webinars
Personal (targeted), compelling.
Emails
Interactive with customers, micro blog, current and in the know.
social media
X
Creative, professional,
clear, knowledgeable, aspirational.
Pinterest
Personal (targeted), compelling, inspirational, silly
(at times).
Instagram
In the know, informative, trendy (similar to viral content).
TikTok
context
Our voice is what we say, but our tone is how we say it.
Our Tone
Boastful
Corporate
Condescending
Passive
Utilitarian
Overly Sarcastic
Serious
Cutthroat
Indulgent
Traditional
Elitist
Who we aren't
Human
Friendly
Genuine
Generous
Innovative
Authentic
Techie
Fun
Innovative
Endearing
Quirky
Who we are
tone
Creative Do-It-Yourselfers (DIY-ers)
They are our typical/target "end users." They wouldn't classify themselves as professional Designers, but have become familiar enough with creative tools to see a platform like Showit and feel up to the task to build a one-of-one website for themselves only.
NOTE: This group is often transformed into something more. Through the process of building their own site, they discover a passion for website design and begin to pick up clients.
DIY
DEsigner
GRAPHIC DESIGNERS
They are our power users. They’re the group of customers who get the most excited about new features and updated tools because they are the group of users that work in our platform often and push the limits. This is who Showit is tailor-made for: Graphic Designers who build websites. More and more talented Designers are using our tool to build sites for themselves and their clients. We strive to refine everything about Showit to be as intuitive as possible to streamline their workflow.
Design Partners
They represent the group of customers who have made the deepest connection with us. They are not only power users, for whom we build many of our core features, but our greatest advocates that lead many new users (often their clientele) to join the platform.
They get the earliest look at upcoming features, a voice to share their requests and concerns, and an opportunity for increased visibility and recurring revenue through features on our own websites and targeted pages.
Partner
affiliate partners
They can encompass a mix of any of the other user groups. In some cases, users with considerable influence decide to build their site with Showit, but would not classify in any of these other groups.
Other times, Showit power users, take that knowledge to increase their social credibility, increase their presence and benefit from the Affiliate perks.
These individuals' presence in the market and use of Showit often lead others to do the same, so we want to continue in aiding, as they foster these types of relationships.
affiliate
"We love utilizing Showit to showcase the unique experience of our coffee shop, connecting with our customers, and elevating our online presence. It's like having the perfect blend of technology and creativity at our fingertips."
Quote
name
Sarah & Marc Anderson
- Their mischievous tabby cat named Luna.
- Volunteering with their church youth group leaders.
- Thrift store hunting.
car
Ease of use,
creative expression, independence.
AGE
33 & 36
shops
motivations
frustrations
Limited budget, lack of technical expertise, time constraints.
They would love to have multiple shop locations, and be able to take more time off.
2019 Nissan Leaf
They found Showit when they started looking into how to make their coffee shop website and a local Designer recommended it to them.
- Farmer's Market
- Etsy
The DIY-ers
Austin, TX
location
in 10 years...
Interests
Their love of coffee & design led this ambitious couple to open their own coffee shop/boutique. With backgrounds in fashion and industrial design, they share a deep passion for providing a welcoming space with high-quality products.
"Creativity is my superpower. Through my Showit website, I inspire others with my unique talents. I can also use it as a tool to build custom websites for others with no restriction on bringing my visions to life."
Quote
name
Alex Ramirez
- Film photography.
- Learning to play the guitar.
- Traveling & network events.
car
Independence, creative expression, community support.
AGE
36
shops
motivations
frustrations
Work-life balance,
client expectations,
creative blocks.
Alex is an experienced Graphic Designer, he started as an intern at a branding agency, and although he worked his way up, he craved creative freedom, independence, and flexibility. This has led to his successful freelance career.
2021 VW Golf
- Zara
- Apple
the designer
He found Showit when they were sponsoring a design conference. He was looking to rework his portfolio site and saw how he could easily design sites for his clients without code.
Sydney, AUS
location
Interests
Alex has a goal of creating and marketing digital courses to earn passive income.
He also has an interest in starting a small marketing and design agency.
in 10 years...
“In the digital landscape, innovation is key. I’m driven to provide a seamless experience and deliver value that leaves a lasting impression. A large part of my business relies on Showit and I want to be in the know with what's coming next."
Quote
name
June Hong
- Running and hiking with her golden retriever named Bailey.
- Family time with her husband
and two kids (3 & 5). - Trying the newest and
best coffee shops.
car
Impactful design,
high adaptability, positive contribution to society.
AGE
39
shops
motivations
frustrations
Team dynamics, leading creatively, collaboration.
June began her career in marketing and gained valuable experience though branding and strategy. Upon venturing on her own, she soon assembled a top-notch creative team with talents from design to SEO.
2022 Tesla Model S
She found Showit, back when she was a Freelancer and never looked back. She has built her platform to include custom designs as well as selling Showit templates.
- Kickstarter
- Patagonia
the design partner
Vancouver, CA
location
Interests
June has a goal of getting her business to the point where she has to work less hours each day and is able to take extended trips with her family and see her kid's practices and games.
in 10 years...
"My website needs to feel like everything else I put out there. Connecting with real people is what got me into this and I want to keep that genuine feeling. It's important for me to only work with brands that get that."
Quote
name
Ray Collins
- Miles Morales & the Spider-Verse.
- Finding new weird foods.
- His rescue mutt named Boise.
Interests
car
Staying relevant, continually making content that excites him, inspiring others.
AGE
29
Los Angeles, CA
shops
motivations
frustrations
Algorithm changes, imposter syndrome, maintaining his loyal following.
Ray developed a passion for content creation while teaching himself video production. He has gradually built a loyal following on Instagram and TikTok through his interesting interviews, dynamic editing, and humorous posts.
2019 Honda Accord
- Essentials
- SNKRS
the affiliate
He started using Showit since the Designer he wanted to work with recommended it as a creative platform. He makes content updates and will sometimes post his process (along with referral links) to social media.
location
Ray wants to continue making videos but hopes to pivot into longer-form content and break into motivational speaking. He would take on the CD role at Adidas if it were ever offered to him.
in 10 years...
Design
Toolkit
logo
typography
graphics
color
Headline
Headline
Headline
Headline
Platinum Background
platinum
*only at larger sizes
*only at larger sizes
Primary Logo
The Showit logo is our primary visual identity. This lockup and font pairing should never be altered, reordered, or changed.
The logomark and wordmark should always appear in this order
PRIMARY
Incorrect Logo Usage
- Don’t skew the logo disproportionately.
- Don’t replace the S with the logomark.
- Don’t create alternate lockups.
- Don’t use the logo in a non-brand color.
- Don’t replace the font in the wordmark.
- Don’t rotate any part of the lockup.
In fact, don’t rotate any part of it at all.
INCORRECT
6.
4.
5.
3.
1.
2.
Safe Area
Every logo needs room to breathe (no crowding here please). This allows for the most visibility and impact, regardless of where it is used.
safe area
SAFE AREA
Primary Logo Usage
At it's core, the Showit brand thrives on neutrals for our primary brand identity...
platinum on carbon
carbon on PLATINUM
note: in instances of 1-color, black/White is acceptable.
usage
Secondary Logo Usage
In addition to our primary logo usage, it is also approved to use the logo in our color palette. as long as it makes the deliverables a seamless experience.
secondary
Logomark
The stylized Showit S is our primary logomark. It is able to be used independently from the logotype (in moments that makes sense) so that the brand is more robust with increased versatility and possibilities.
not directly next to headline text or logotype near it.
only use as a graphic element.
secondary logomark
inside circle
primary logomark
LOGOMARK
see examples
Safe Area
Every logo needs room to breathe (no crowding here please). This allows for the most visibility and impact, regardless of where it is used.
Minimum size: 20px
safe area
SAFE AREA
Examples
We utilize multiple font families, but each with an intended purpose and use case.
Typography
Accent:
Short-form display, punchy moments, when more character
is desired to be shown.
Primary:
Long-Form Headers, titles,
short paragraphs.
Secondary:
Quotes, callouts, short headers, short paragraphs, intentional moments of attention for a specific word or group of words.
Subhead:
Eyebrow Text, Accents, subheads, and categorical styling.
Body:
Paragraph and body copy.
Maison Neue Mono
regular & bold
ATYP BL
A RANGE OF WEIGHTS & ITALIC
Baryton
regular & italic
ATYP BL Display
a range of WEIGHTS & italic
Ambit
a range of WEIGHTS & italic
typography
Examples
GROW AND FLOURISH
personal and truthful to life and culture
atyp bl display, SIZE: 52PX, LETTER SPACING: -0.01EM
ATYP BL TEXT Regular, Size: 40pX, LETTER SPACING: 0.035EM
ATYP BL TEXT THIN, Size: 61pX, LETTER SPACING: 0EM
GENUINE TRUTH
cross-cultural
AMBIT LIGHT, Size: 61pX, LETTER SPACING: -0.01EM
SOMETHING FOR EVERYONE
MAISON NEUE MONO REGULAR, Size: 32pX, LETTER SPACING: 0.1EM
baryton italic, Size: 26pX, LETTER SPACING: -0.01EM
PEOPLE & INNOVATION
ATYP BL TEXT Regular, Size: 40pX, LETTER SPACING: 0.035EM
ATYP BL TEXT THIN, Size: 61pX, LETTER SPACING: 0EM
AMBIT LIGHT, Size: 61pX, LETTER SPACING: -0.01EM
MAISON NEUE MONO REGULAR, Size: 32pX, LETTER SPACING: 0.1EM
baryton italic, Size: 26pX, LETTER SPACING: -0.01EM
atyp bl display, SIZE: 52PX, LETTER SPACING: -0.01EM
Examples
ATYP BL is our primary headline and title font.
ATYP BL is our primary headline and title font.
ATYP BL is our primary headline and title font.
ATYP BL is our primary headline and title font.
ATYP BL is our primary headline and title font.
ATYP BL is our primary headline and title font.
Examples
ATYP BL bold, Size:35px, line height:1.05u, Letter spacing:0em
I’M AN EXAMPLE OF A
MAJOR HEADLINE. ALL CAPS.
ATYP BL medium, Size:45px, line height:1u, Letter spacing:0em
I’m The Big Bold Title in Title Case.
ATYP BL regular, Size:35px, line height:1.2u, Letter spacing:0.02em
I’m the conversational headline.
Usually longer form, Sentence case.
Baryton is our secondary serif font. It oozes elegance, yet remains very playful and contemporary. With exaggerated features and purposefully whimsical finials, it pairs nicely next to or as an accent within the Atyp family.
Works beautifully for quotes and testimonials.
Baryton is our secondary serif font. It oozes elegance, yet remains very playful and contemporary. With exaggerated features and purposefully whimsical finials, it pairs nicely next to or as an accent within the Atyp family. Works beautifully for quotes and testimonials.
MAISON NEUE IS OUR MONOTYPE SUBHEAD FONT. MAISON NEUE HAS A STRONGER FOCUS ON OPTICAL CRITERIA TO CREATE A DISTINCT GROTESQUE PAYING GREATER ATTENTION TO HARMONY, RHYTHM AND FLOW. IT'S UNIFORM CHARACTERS PROVIDE BALANCE AND DESIGN VERSATILITY. BEST USE CASE IS IN ALL CAPS. BOLD IS LIMITED USE.
bold is limited use.
MAISON NEUE IS OUR MONOTYPE SUBHEAD FONT. MAISON NEUE HAS A STRONGER FOCUS ON OPTICAL CRITERIA TO CREATE A DISTINCT GROTESQUE PAYING GREATER ATTENTION TO HARMONY, RHYTHM AND FLOW. IT'S UNIFORM CHARACTERS PROVIDE BALANCE AND DESIGN VERSATILITY. BEST USE CASE IS IN ALL CAPS. BOLD IS LIMITED USE.
Examples
THIS IS A SUBHEAD
Maison Neue Mono regular, Size: 40px, letter spacing: 0.1EM
MAISON NEUE MONO bold, SIZE: 46PX, LETTER SPACING: 0.05EM
I AM AN EXAMPLE OF AN ALL CAPS TITLE IN BOLD
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor. Generally the tracking should be -20.
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor.
Generally the tracking should be -20.
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor. Generally the tracking should be -20.
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor. Generally the tracking should be -20.
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor. Generally the tracking should be -20.
ATYP BL Display is a font within the ATYP family, although very similar, it’s impact should be used in
a purposeful way, purposeful instead of default.
Use when the uniqueness of the characters
is a creative highlight and not a detractor.
Generally the tracking should be -20.
Examples
loom / zoom
ATYP BL Display bold, ALL CAPS, Size: 72px, LETTER SPACING: 0.02EM
ATYP BL DISPLAY medium, SIZE: 70PX, LETTER SPACING: 0EM
you are awesome
ATYP BL DISPLAY regular, SIZE: 69PX, LETTER SPACING: 0.01EM
never sleezy
Hierarchy
Organizing content within a design is crucial. Using the typefaces in this way will make the content easier to consume.
Use this interactive cheat sheet to help you establish effective typographic hierarchy and consistency.
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hi there, this is showit
Graphics
Note: the use of these shapes should be to accent design ONLY, not as a primary design feature.
The inclusion of these shapes hints to the flexible and fluid nature of the Showit platform.
AMBIT REGULAR: 27 pt
ATYP BL TEXT SEMIBOLD 165 pt.
MAISON NEUE MONO: 27 pt.
STROKE: 2pt.
W: Relative, H: 65 px, Stroke: 4pt