BRAND STYLEGUIDEVERSION 2.5 (Updated 10.14.16) Updated sections as of 10.14.16: • FANDANGO BRAND section with new brand positioning, voice, and messaging. ToMISSION delight movie STATEMENT fans with engaging content, indispensable information, and innovative tools to best deliver their total movie experience - anytime, anywhere. TABLE OF CONTENTS 3 INTRODUCTION FANDANGO BRAND* BRAND EXTENSIONS This guide provides Who We Are* 5 App a framework for the Modulations* 6 Fandango 42 consistent application of Messaging* 7 Fandango MOVIECLIPS 43 the Fandango identity. Guiding Principles* 8 This guide captures the Tagline 9 YouTube key elements of the Channel Avatars 44 brand so that it retains LOGOS Channel Headers 45 its unique appeal, as well Thumbnails 46 as its legal status as a Primary Logos Overview 11 Bug 47 trademark of Fandango. Secondary Logos Overview 12 Video Watermark 48 As the Fandango service Video Title Card Examples 49 and product offerings FANDANGO LOGO expand to meet the Social Media Primary Logo Overview 14 needs of consumers and Fandango 50 Primary Logo Clearspace partners, it is important 15 Fandango MOVIECLIPS 51 Primary Logo Usage 16 that the Fandango brand, Social Tagging Guide 52 including all elements Secondary Logo Overview 17 that make up Fandango’s Secondary Logo Clearspace 18 Artwork visual identity, remain Secondary Logo Usage 19 Fan Art (Digital) 53 consistent. Trademark Usage 20 Poster Art (Print) 55 Partner Logos 21 Social Shareables 57 We appreciate your Powered By 22 commitment to these Infographics/Char. Guides 59 Usage Rules 23 standards. If you have Social Posting Guidelines 61 questions, please don’t Film Tag Samples 24 hesitate to contact Fandango Marketing at FANDANGO MOVIECLIPS LOGO MISCELLANEOUS marketing@fandango. Primary Logo Overview com. 26 Legal Guidelines 64 Secondary Logo Overview 27 Contact 65 Primary Logo Clearspace 28 Secondary Logo Clearspace 29 Primary Logo Usage 30 * denotes updated section Logo Usage Examples 31 Trademark Usage 32 Usage Rules 33 FANDANGONOW LOGO Primary Logo Overview 35 Secondary Logo Overview 36 TYPOGRAPHY AND COLOR Primary Typeface 38 Secondary Typeface 39 Color Palette 40 Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO BRAND FANDANGO BRAND WHO WE ARE* 5 We’re straightforward and accessible. People get us and we get them, every time we talk. IT FEELS IT’S NOT Easy Dumbed down SIMPLE Seamless Transactional Approachable Impersonal We have a lot to say about movies but we always share it in a way that’s relevant. IT FEELS IT’S NOT Credible Exclusive SMART Passionate Arrogant Knowledgeable Condescending We explore the unexpected and add original twists to help people love movies even more. IT FEELS IT’S NOT Bright Random FRESH Daring Trying too hard Now Trendy We don’t take ourselves too seriously. We show our wit and spirit, and put a little play in everything we do. FUN IT FEELS IT’S NOT Witty Flippant Playful Cheesy Upbeat Frenetic *UPDATED 10.14.16 Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO BRAND MODULATIONS* 6 • Discovering a new movie SIMPLE • Remembering an old favorite • Experiencing movies in new moments SPARKING SMART • Learning more about the movies you love FRESH When we bring movies to new moments, it’s in an FUN unexpected way. The spark comes from a perspective that feels smart, fresh, and unique to Fandango. • Watching a movie SIMPLE • Renting a movie • Buying a movie WATCHING SMART • Buying a ticket FRESH Each experience feels easy and straight-forward, but FUN always with added personality. Something like the simple transaction of purchasing a ticket can be fun. • Sharing facts about the movies you love SIMPLE • Experiencing a movie with others SMART • Seeking out new perspectives on movies SHARING Connecting over movies is the joy of what we do. Whether FRESH it’s social media or our iOS bot, sharing moments should FUN feel exciting, original, and entertaining. *UPDATED 10.14.16 Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO BRAND MESSAGING* 7 These guidelines explain how to use our brand story, voice, and messaging to develop BRAND POSITIONING internal and external communications. This framework should inform all of the work BRAND STORY we do, from writing web copy to creating marketing campaigns to defining our digital interactions. By focusing on these themes and elements, we can help our entire CORE MESSAGING organization speak as one. BRAND Making everything more movieful. POSITIONING We love movies. BRAND STORY No, I mean we loooove movies. Why wouldn’t we? Movies thrill us, scare us, slay us, shake us, take our breath away... and sometimes they blow our freakin’ minds. We watch them, rewatch them, quote them, share them, rate them, rank them, and debate which ones are our favorites. If people still camped out in costume for a first look at a summer blockbuster, we’d be at the front of the line. (But we perfected advanced ticketing so they don’t have to.) Movies take us places, so we’re constantly thinking about where we can take movies. From the perfect night out to family nights in. From a flight delay at the airport to your Insta break at work. From a group chat about weekend plans to making a friend laugh with the scene you’ve watched together a thousand times. Wherever you are, whatever you’re doing, whoever you’re with, we’re right there with you. And we bring our love of movies along. Because nobody thinks about the experience of enjoying movies like we do, and we want everyone to enjoy them just the same. Fandango. Making everything more movieful. We’re your go-to for We’re right there We give you new ways to CORE MESSAGING everything movies. with you. enjoy movies. • Clips and trailers • FandangoNOW • Original mashups • Showtimes and tickets • VIP newsletters • VIP program • 30,000 + streaming titles • Social media platform • Social media moments • Behind-the-scenes info expansion • Live screenings • Database of movie and • iOS/Facebook bots • Catch-up promotions actor info • Partnerships with Door • Personalized • Trusted reviews and Dash, Foodstirs, etc. recommendations ratings *UPDATED 10.14.16 Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO BRAND GUIDING PRINCIPLES* 8 TO COMMUNICATE IN A WAY THAT’S SIMPLE, SMART, FRESH, AND FUN: 1 AUDIENCE, AUDIENCE, AUDIENCE What are they doing? How and where are they consuming your message? What do they want to hear? What do they need to hear? 2 STAY FOCUSED Keep the most important thing you’re communicating top of mind. 3 TAKE A STAND Strong, active language keeps people interested. 4 SPEAK LIKE A HUMAN Read your copy out loud. Does it sound like something you’d say to a friend over coffee? 5 ADD MOVIEFUL WIT We’re smart and funny. Let’s communicate that when we can. *UPDATED 10.14.16 Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO BRAND TAGLINE 9 HOW IT ALL FITS Our audience is everywhere and we engage them at every Everything we do, on every platform, reflects, and spreads our passion for the point of the movie-going TAGLINE magic of movies. experience. Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. LOGOS OVERVIEW PRIMARY LOGOS OVERVIEW 11 WHEN TO USE Primary logos are Fandango and Fandango MOVIECLIPS logos PRIMARY LOGOS WITHOUT the tagline. Each have their own use case. FANDANGO This is the preferred Fandango logo. When choosing between horizontal or vertical, FULL LOGO choose the one that best fits the allotted space. Use this logo to represent overall brand or ticketing. fan_h_[use type] fan_v_[use type] FANDANGO MOVIECLIPS This version of the Fandango MOVIECLIPS logo is used whenever content is being FULL LOGO referred to outside of the app or watermark (i.e. step and repeats, set backdrops, festival signage, video intros/outros). When choosing between horizontal or vertical, choose the one that best fits the allotted space. This version of the logo shouldNEVER appear with the tagline. fmc_f_h_[use type] fmc_f_v_[use type] FANDANGO MOVIECLIPS Use this logo in any case with the Fandango MOVIECLIPS app, video watermarks or COMPACT LOGO content watermarks. fmc_c_h_[use type] fmc_c_v_[use type] Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. SECONDARY LOGOS OVERVIEW 12 WHEN TO USE Secondary logos are Fandango and Fandango MOVIECLIPS logos WITH SECONDARY LOGOS the tagline. Each have their own use case. FANDANGO Secondary logos are Fandango and Fandango MOVIECLIPS logos WITH the tagline. FULL LOGO Each have their own use case. WITH TAGLINE fan_h_[use type] _tag_b fan_v_[use type] _tag_b FANDANGO MOVIECLIPS NEVER use this logo lock-up with the tagline under any circumstances. FULL LOGO WITH TAGLINE FANDANGO MOVIECLIPS Use the secondary Fandango MOVIECLIPS logo with the tagline only when you have COMPACT LOGO been given direction to use the tagline. If you are unsure, please contact either your manager or Fandango point of contact. WITH TAGLINE fmc_c_h_[use type] _tag_b fmc_c_v_[use type] _tag_b Fandango Brand Guidelines © 2016 Fandango Media, LLC. All rights reserved. FANDANGO LOGO FANDANGO PRIMARY LOGO OVERVIEW 14 PRIMARY LOGOS Registered The Fandango logo is comprised of Trademark two elements: • The “F” mark • The “FANDANGO” mark 15o Angle Both elements must appear together when using the logo to identify the Fandango brand (e.g. letterhead, masthead for a website, bottom of Logomark Logotype an ad). Logo Both the vertical and horizontal versions are acceptable for general fan_h_[use type] usage. FANDANGO is a registered trademark and therefore, the ® must be used when the signature appears unless scaled smaller than 350 px. Registered Trademark The “F” in the “F” mark must ALWAYS be white, never reversed.