Documente Academic
Documente Profesional
Documente Cultură
Contents
What matters to us 03
In one slide 04
Brand belief 05
Brand manifesto 06
Who we are for 07
Our aspiration 08
We are 09
Our take on business
10
Our take on design 11
Our First Product 12
Product Promise 14
How We Talk 15
Forthright Friendly 16
Malcom Gladwell 18
Friendly in Action 19
How We Look 20
The Nest Logo 21
Clear Space 22
Logo Placement 23
Core Brand Colors 24
Supporting Color Palette 25
Logo Color Usage 26
Incorrect Logo Usage 27
Iconography 28
The Nest Curve 29
Bringing It Together 30
Typography 33
Correspondence Templates 36
Editorial Guidelines 38
Photography 39
Website
Looking Ahead 41
Brand manifesto
What Matters
To Us
Nest Brand Home
01
In a Nutshell
Brand belief
The conscious home.
Product Promise
The Nest Learning
Thermostat.
Programs itself.
Saves energy.
Brand architecture
Our Focus
Home
implies comfort.
We are
Simple
Conscious
Our aspiration
We are a team that is fanatical about
making the home aware of what human
beings truly desire and hope for and
then bringing an ingenuity of approach,
an obsession for how to harness
technology to do the hard work, and a
simplicity of design .
1
1
2
3
4
5
6
Home is where we feel safe and comfortable. And where our most important
moments happen. Its where we laugh,
where we cry. Where we walk around
barefoot in our old jeans.
Home is the only place where we can
truly be ourselves.
We are for the 62 million Target
Greens who want a warm and welcoming space. At home, they surround
themselves with people that make
them happy and objects that delight.
Their homes are an exercise in selfexpression, incorporating a deliberate
design aesthetic. They choose to define
their passions & beliefs through the
adoption and rejection of brands.
Target Greens want quality over quantity, desiring a return to craftsmanship,
to thoughtful creation. They are fascinated by technology and optimistic that
innovation can address pressing issues
of the day. They have high standards for
form and function clutter is something they despise. They are allergic to
cheaply made, bloated products.
Most homeowners have green attitudes, but dont have the desire or
means for green behavior. Putting a
solar panel on your roof sounds great,
but at $30,000no thanks. Target
Greens want products that do good,
are affordable (or pay for themselves in
a short amount of time), dont test their
patience, help solve inherent problems,
and delight.
In short, we are for people that love the
iPhone and have homes.
We are
Pro-human
Audacious
Relentlessly Focused
Never Satisfied
Hands-on Doers
Inventive & Ingenious
Simplicity-obsessed
Mass yet premium
Always learning
Authentic
We are not
Polite Compromisers
Academic Lab Coats
Jargon
Do-gooders
The latest gadget
Feature-packed
Sales guys
We call it
The Nest Learning Thermostat.
Product promise
In a few words
Hip, modern, well educated,
socially active, environmentally
mindful homeowners.
By the numbers
62 Million
30-50 years old, married (58%)
Homeowners, and 33% have kids at home
More female (57%)
Well educated and with above average income (>$61,400)
Average home size 3,000 sq. ft.
Shopping
Do their research. Love a good bargain
Frys (49%), Home Depot (42%), Lowes (37%), BBY (32%)
Media
NYT, The Atlantic, New Yorker, Consumer Reports,
WSJ, Dwell, Oprah, Wired, Fast Company, Slate,
Huffington Post, Salon
Core insights
42%
Percentage of US homes
that have a programmable
thermostat in 2008
90%
Percentage of programmable
thermostat owners that
never used them to set a
specific schedule
70%
Percentage of thermostats
in the United States that
are not programmed.
Key influencers
Tech enthusiasts
HVAC installers
Designers, architects
Arbiters of taste
Nest Learning
Thermostat
Comfort Schedule
Nest apps
Nest Leaf
Auto-Away
Time-to-temperature
Thermostat
How
Sensors & Algorithms
What
Programs itself.
Saves energy.
Nest Sense
Messaging architecture
I want
Benefit
Description
Feature
Programs itself
No complex programming
Learns your preferences
Saves energy
Comfort Schedule
Your personalized schedule, based on your
adjustments
Learning
Nest Leaf
Appears when youre saving energy.
1 can save 46%
Auto-Away
Detects when youre away and turns system
down
Time-to-temperature
Know how long it takes to make home
comfortable
Connected
Internet-powered
Design
Saves energy
Weather-aware, night-mode,...
Easy to use
Auto-changeover, jumper-less,...
Messaging architecture
What I question
Problem
Solution
Feature
Expensive
Nest adapts
Learning:
Comfort schedule, Nest Leaf, Auto-Away,
Time-to-temperature
Will it work?
Proof
Compatible?
Simple install
Simple configuration
Interview, intuitive UI
Customer support
Core benefits
and supporting
proof / features
Compact Story
Core story
Extended Story
Deep Dive
Return Visits
Image (Cool!)
I need help.
Support on nest.com or 800#
What is it?
Learning Thermostat
Programs Itself
Saves Energy
Sounds complicated...
Its not. Simply turn the ring to
turn the temperature up or down.
Do I need one?
50% of residential energy bill
Few programmed to save any
energy.
Problem Statement:
Lets stop wasting energy
Ordinary home thermostats
manage 10% of all energy
consumed in the US thats 70
million barrels of oil each year.
Call-To-Action
If you want to do something serious
about energy conservation, start here:
nest.com or visit [retail partner]
How we talk
Nest Brand Home
03
Our voice
Our voice is
forthright friendly.
It is confident yet
approachable, expert
yet human.
We communicate
complex ideas in clear
plain language.
Were focused on
the end benefit, not
technology.
No geek speak.
No overpromising.
We speak to our
audience as their peer,
but an expert peer.
from How David Beats Goliath, The New Yorker, May 11, 2009
Imagine that I asked you to a play a very simple gambling game. In front
of you, are four decks of cardstwo red and two blue. Each card in those
four decks either wins you a sum of money or costs you some money, and
your job is to turn over cards from any of the decks, one at a time, in such a
way that maximizes your winnings. What you dont know at the beginning,
however, is that the red decks are a minefield. The rewards are high, but
when you lose on red, you lose a lot. You can really only win by taking
cards from the blue decks, which offer a nice, steady diet of $50 and $100
payoffs. The question is: how long will it take you to figure this out?
from Blink The Power of Thinking Without Thinking
Problem statement
Problem description
Programs itself
Nest learns your preferences with every temperature adjustment
and activity sensors help save energy when youre away.
Saves energy
With Nest, youll discover new ways to conserve. When youre saving
energy, a green leaf appears.
Simple
Rotate the outer ring to adjust the temperature. The black display
turns blue when cooling and red when heating. Nests chameleon
design blends in, reflecting the color of your wall.
How we look
Nest Brand Home
04
0.5 inches
Filename:
nest_logo_small scale use_
pantone.eps
Clear space
x-height
x-height
x-height
x-height
x-height
x-height
Logo placement
Business Card
Distance = width of s
to edge
1/3
1/3
For Print
For Print
Coated
PMS 7544C
C 33
M 14
Y 11
K 31
Uncoated
7545U
C 58
M 43
Y 35
K0
Coated
C 89
M0
Y7
K0
Uncoated
C 60
M0
Y 11
K0
For Screen
For Screen
R0
G 175
B 216
R 123
G 133
HTML
00AFD8
Pantone 7541 C
Pantone 7487 C
Pantone 1375
For Print
For screen
For Print
For Print
For screen
For screen
Coated paper:
R 153
G 224
B 113
Coated paper:
Coated paper:
C 53
M0
Y 80
K0
C0
M 45
Y 95
K0
R 231
G 68
B0
R0
G 65
B 226
HTML
E74400
HTML
0041E2
For Print
For Print
Coated paper:
Pantone 1665 C
Coated paper:
Pantone 2728 C
C0
M 68
Y 90
K0
C 100
M 66
Y0
K0
Uncoated paper:
Not recommended
Uncoated paper:
Not recommended
C 10
M3
Y2
K2
HTML
99E071
Uncoated paper:
Uncoated paper:
C7
M1
Y3
K0
C 43
M0
Y 60
K0
Uncoated paper:
C0
M 36
Y 87
K0
For screen
For screen
For screen
R 224
G 230
B 230
R 61
G 239
B 45
HTML
E0E6E6
HTML
3DEF2D
R 255
G 160
B 47
HTML
FFA02F
PMS 8744 on
15% tint
White on
PMS 8744
White on
Black
Learning Thermostat
Do not outline
Logo on pattern
Gradient
Iconography
The Home
The Leaf
Iconography
Additional Symbols
Symbols are sometimes needed
to provide visual support to an
idea or a technical insight.
Use universally recognized
pictograms as much as possible.
Icons should be simple, graphic,
and with a flat appearance.
They should not contain
perspective, shading, bevels and
glossy effects. Keep detail to a
minimum so the icons can be
used at small scale.
Most icons should be in Nest
Grey. A 50% tint of Nest Gray can
be used on icons if needed.
Any additional colors should
only be used when needed for
example, red and blue to denote
temperature. The over use of
color cancreate a clashing set
of icons.
Always strive for the minimum
number of elements, or
accompany the symbols with
explanatory verbage.
Mobile App
Remote Access
Wi-fi
Time to temp
Time to temperature
Switchover
Support
Energy History
Concierge Service
Light Sensors
Auto-away
Learn More
Nest Sense
Gift
Troubleshooting
Using
Typography
Akkurat Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 &@?!/+(.,:;)
Akkurat Regular is the main
font for use in all corporate
communications and print media.
Akkurat Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 &@?!/+(.,:;)
Use Akkurat Bold for headlines in
display advertising, posters, and
to add emphasis.
Typographic Styling
Nest typography is always ranged left.
This provides the eye with a constant
starting point for each line, making
text easier to read.
When setting ranged-left typography,
its important to take the time to
balance the ragged edge of the text as
effectively as possible. This improves
the legibility and neatness of
the block of text.
Double spaces after periods should
be avoided.
Hyphenations should generally
be avoided unless it is absolutely
necessary.
Line spacing (also called leading)
refers to the spaces between lines
of type.
Typography
Primary typeface typesetting guides
for Adobe Programs
7.5pt/9pt
Akkurat is Nests caption/details information
font. The minimum type size when typesetting
Akkkurat is 7.5pt with a 20% increase for the
leading 7.5pt/9pt. The face should not hyphenate
and the tracking should be set to -25. Also the copy
should always be set to align left.
9pt/11pt
Akkurat is Nests caption/details information
font. The minimum type size when typesetting
Akkurat is 7.5pt with a 20% increase for the
leading 7.5pt/9pt. The face should not
hyphenate and the tracking should be set to
-25. Also the copy should always be set to
align left.
10pt/12pt
Akkurat is Nests body copy font. The standard body copy
size when typesetting a letter in Akkurat is 10pt with a 20%
increase for the leading 10pt/12pt. The face should
not hyphenate and the tracking should be set to -25. Also the
copy should always be set to align left.
12pt/14pt
Akkurat is Nests body copy font. When typesetting
Akkurat use a 20% increase for the leading. Round
up or down to the nearest half point. The face should
not hyphenate and the tracking should be set to -25.
Also the copy should always be set to align left.
15pt/18pt
Akkurat is the Nests body copy font.
When typesetting Akkurat use a 20%
increase for the leading. Round up
or down to the nearest half point. The face
should not hyphenate and the tracking
should be set to -25. Also the copy should
always be set to align left.
Linespacing
Tracking
(space between letters)
18pt/21.5pt
Akkurat is Nests body copy font. When typesetting use
a 20% increase for the leading. Round up or down to the
nearest half point. The face should not hyphenate and
the tracking should be set to -25. The copy should always
be set to align left.
20pt/24pt
Akkurat is Nests body copy font. When typesetting
use a 20% increase for the leading. Round up
or down to the nearest half point. The face should not
hyphenate and the tracking should be set to -25. Also
the copy should always be set to align left.
Typography
Primary typeface typesetting guides
for Pages, Keynote, and Word
Tracking
(space between letters)
Linespacing
(space between lines
of text)
Product-centric poster
Brand-centric poster
Packaging
Correspondence
templates
Envelope template
Letterhead template
.5
1.751
.125
.75
3.251
.75
.125
.5
info@nestlabs.com
408 386 0631
www.nestlabs.com
Mr John Smith
Avery Label 2 x 4
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius
faucibus ornare, ante metus eleifend dolor, ac porta nunc nisi elementum orci.
Phasellus a ipsum eros. Donec mattis nunc et urna faucibus quis laoreet magna
eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo
faucibus accumsan. Etiam dignissim, nulla id sagittis semper, nisl turpis blandit
nibh, quis viverra eros risus suscipit leo. In fermentum convallis vulputate. Proin
nec accumsan quam. Cras elit ante, hendrerit id feugiat non, faucibus vitae risus.
Vestibulum magn
Or at turpis. Etiam condimentum porttitor sapien sit amet pellentesque. Nullam
eleifend bibendum turpis, ut placerat ante ullamcorper id. Aenean eu nisi vitae
elit luctus cursus. Proin nunc turpis, ornare et facilisis in, volutpat sit amet libero.
Proin vel tellus ut tellus vulputate dapibus. Donec consectetur eleifend pretium.
Curabitur iaculis dapibus mattis. Proin eu congue est. In non felis et turpis dictum
malesuada. Vestibulum erat dui, cursus facilisis rutrum eget, posuere quis nisi.
Aliquam tempor neque nibh, at laoreet ipsum. Vivamus adipis
1.5
John Smith
340 Bryant Street, Suite 205
San Francisco
California 94107
Akkurat Regular: 14pt on 16pt
5.75
03.05.2011
Stationery Letterhead Design
Akkurat Bold: 10pt on 12pt
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius
faucibus ornare, ante metus eleifend dolor, ac porta nunc nisi elementum orci.
Phasellus a ipsum eros. Donec mattis nunc et urna faucibus quis laoreet magna
eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo
faucibus accumsan. Etiam dignissim, nulla id sagittis semper, nisl turpis blandit
nibh, quis viverra eros risus suscipit leo. In fermentum convallis vulputate. Proin
nec accumsan quam. Cras elit ante, hendrerit id feugiat non, faucibus vitae risus.
Vestibulum magn
Or at turpis. Etiam condimentum porttitor sapien sit amet pellentesque. Nullam
eleifend bibendum turpis, ut placerat ante ullamcorper id. Aenean eu nisi vitae
elit luctus cursus. Proin nunc turpis, ornare et facilisis in, volutpat sit amet libero.
Proin vel tellus ut tellus vulputate dapibus. Donec consectetur eleifend pretium.
Curabitur iaculis dapibus mattis. Proin eu congue est. In non felis et turpis dictum
malesuada. Vestibulum erat dui, cursus facilisis rutrum eget, posuere quis nisi.
Aliquam tempor neque nibh, at laoreet ipsum. Vivamus adipis
Best Regards,
Nest
Akkurat: 10pt on 12pt
7.75
Crease/Fold
Best Regards,
Nest
Akkurat: 10pt on 12pt
.4
.5
info@nestlabs.com
408 386 0631
www.nestlabs.com
Correspondence
templates cont.
Fax template
.51
.75
Invoice template
.125
1.753
.25
1.5
.5
.51
.75
.125
1.753
.25
Fax
Attention:
Tom Crabtree
Fax Number:
415 932 6369
From:
Erik Charlton
Date:
03.05.2011
Ref:
Stationery
No of Pages:
1 of 2
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius
faucibus ornare, ante metus eleifend dolor, ac porta nunc nisi elementum orci.
Phasellus a ipsum eros. Donec mattis nunc et urna faucibus quis laoreet magna
eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo
faucibus accumsan. Etiam dignissim, nulla id sagittis semper, nisl turpis blandit
nibh, quis viverra eros risus suscipit leo. In fermentum convallis vulputate. Proin
nec accumsan quam. Cras elit ante, hendrerit id feugiat non, faucibus vitae risus.
Vestibulum magn
Or at turpis. Etiam condimentum porttitor sapien sit amet pellentesque. Nullam
eleifend bibendum turpis, ut placerat ante ullamcorper id. Aenean eu nisi vitae
elit luctus cursus. Proin nunc turpis, ornare et facilisis in, volutpat sit amet libero.
Proin vel tellus ut tellus vulputate dapibus. Donec consectetur eleifend pretium.
Curabitur iaculis dapibus mattis. Proin eu congue est. In non felis et turpis dictum
malesuada. Vestibulum erat dui, cursus facilisis rutrum eget, posuere quis nisi.
Aliquam tempor neque nibh, at laoreet ipsum. Vivamus adipis
.5
Wire Transfers:
XXXXXX
Payment terms:
Akkurat: 10pt on 12pt
Payment Terms: Payment is due
within 30 days of the clients
receipt of the deliverables. If
payment is overdue, I have the
right to stop all further work
in connection with the work
described in the proposal
and any other related or
unrelated work or services I
may be performing for you,
and/or charge interest at 8%
per annum.
Akkurat: 5pt on 6pt
6.25
.4
.5
info@nestlabs.com
408 386 0631
www.nestlabs.com
Invoice
Bank:
XXXXXXXXX
Best Regards,
Nest
Akkurat: 10pt on 12pt
.51
1.125
.75
.125
1.753
.25
1.5
1.5
To:
Manual
6.25
1.125
InvoiceN_o
01234
Issue Date
03.05.2011
Due Date
03.05.2011
.7
Prepared for:
Wired
No of Pages:
1 of 2
Akkurat: 10pt on 12pt
To
Accounts
Manual
340 Bryant Street
Suite 205
San Francisco
CA 94107 USA
Akkurat:10pt on 12pt
Description of services
: Akkurat:7.5pt
XX
Akkurat:10pt on 12pt
Deliverables:
Cost in USD:
Line 1
Line 2
Line 3
Line 4
$000,000
$000,000
$000,000
$000,000
Expenses:
$000,000
Subtotal
$000,000
VAT (17.5%)
$000,000
Total
$000,000
.4
.5
Date:
03.05.2011
info@nestlabs.com
408 386 0631
www.nestlabs.com
6.05
.4
.5
info@nestlabs.com
408 386 0631
www.nestlabs.com
1.125
Email template
Editorial guidelines
Email Template
Nest
Nest Labs
Nest Learning Thermostat
From:
John Smith
Subject: Brand Guidelines
Date:
May 25, 2011 10:14AM GMT
Cc:
Best Regards,
Nest
John Smith
Account Manager
408 123 4567
john@nestlabs.com
This is a headline
This Is A Headline
855 El Camino Real
Building #4, Suite 290
Palo Alto, California 94301
www.nestlabs.com
This email and any attachments to it may be confidential and are intended solely for
the use of the individual to who it is addressed. Any views or opinions expressed are
solely those of the author and do not necessarily represent those of Nest Labs. If you
are not intended recipient of this email, you must neither take any action based upon its
contents, nor copy or show it to anyone. Please contact the sender if you believe you
have received this email in error.
NEST
nest
Nest learning thermostat
Nest Thermostat
nest Learning Thermostat
nest Thermostat
nest learning thermostat
nest thermostat
NEST learning thermostat
NEST thermostat
NEST Learning Thermostat
NEST Thermostat
NEST LEARNING THERMOSTAT
NEST THERMOSTAT
HEX ECF2F3
HEX DBE3E5
HEX 9DA6AE
HEX 7B858E
HEX 8A9299
R 236
G 242
B 243
R 219
G 227
B 229
R 157
G 167
B 176
R123
G 133
B143
R138
G146
B153
HEX 00AFD8
HEX FFA02F
HEX 8ADE77
HEX 3D4247
R000
G175
B216
R 075
G030
B 068
R138
G222
B119
R062
G067
B071
Notes
Large Header
Akkurat Regular 28pt/32pt, ltr-sp = -25
00Afd8
20px
12px
Small Header
FullerSansDT Bold 18pt/22pt
00Afd8 or 7B858E
Small Body Text
FullerSansDT Regular 15pt/19pt
8A9299
26px
26px
Chapter Header
Akkurat Light 32pt/34pt, ltr-sp = -35
9DA6AE
20px
18px
21px
Notes
Quote Text
Georgia Italic 16Pt/18pt
7B858e
Quoted Name
FullerSansDT Bold 13pt/19pt
8A9299
14px
Quoted Title
FullerSansDT Regular 13pt/19pt
8A9299
Light BG
ECF2F3
Medium BG
DBE3E5
Pill Button 1
Default
FullerSansDT
Bold 13pt
Pill Button 2
Pill Button 3
Pill Button 4
30px
Hover/down
Arrow shifts
2px to the right
on rollover
Pill Button 4
List Links
Default
Default
Hover/down*
Hover/down*
Error
Message:
Success
Message:
Text Link
80px
80px
12 Column
The whole site is built off of a 12 column
grid structure. Each column is 80px
wide with an inset padding of 16px.
Images and solid color backgrounds
that span the full width of the page are
also horizontally divisible by 80px.
80px
80px
80px
80px
80px
80px
80px
28px
Photography
Lifestyle photography
Photography donts
Tips:
Use natural light, windows, red and green tones vs. blue
People never look at the camera
Photos do not feel staged, wouldnt find it in a catalog.
Our character:
Nest is
Empathetic.
Audacious.
Ever-learning.
In service of making home
a joyful place to be.