Brand
Guidelines
June 2017
Storyblocks Brand Guidelines
Introduction | Table of Contents
Introduction
Welcome to the Storyblocks brand. Kick up your
feet and stay awhile. Inside these guidelines
you’ll find a creative toolkit with everything you’ll
need to put Storyblocks into action. There’s
our strategy and positioning, key messaging
and a detailed visual identity system.
You’ll also discover our company logo – which
we could rhapsodize about for hours – and
a collection of colors and typefaces that help
you create a consistent and stylish look for
all our brand communication.
Before you check out the whole package, just
keep in mind that the trick with building a brand
is consistency. We repeat, consistency. When
you bring all these elements together correctly,
our brand will shine and people will know us far
and wide. Now, let’s get started.
Last note – for questions about how to use
these guidelines or to have the Brand Team
review your communications, please contact
your Brand Team a brand@videoblocks.com.
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . .2
Strategy and Messaging
Brand Narrative . . . . . . . . . . . . . . . . . . .3
Brand Voice Style and Tone . . . . . . . . .4
Visual Elements
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Typography . . . . . . . . . . . . . . . . . . . . . . 10
“S” Mark with Imagery . . . . . . . . . . . . . .11
Visual Examples . . . . . . . . . . . . . . . . . . 12
Contact . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Storyblocks Brand Guidelines
Brand Strategy and Messaging | Brand Narrative
Pillars
High Value Content
This is your spark generator – HD and 4K video, photo images, motion graphics, digital music and special
efects. There’s no download cap so the ideas never stop. Our Marketplace is a separate resource that connects
people directly to unique artists around the globe. Members buy direct and artists receive 100% of the sale
price. That’s content, fair and Storyblock square.
Accessible
Boom went the barriers. This is a content playground filled with royalty free digital assets that everyone can
aford. There’s intuitive search, instant access and a user-friendly platform that makes building a great story
quick, simple and empowering. It’s like a stick of dynamite that takes out all the creative roadblocks.
Elevated Digital Storytelling
Vision and tight budget, new best friends. We bring you the latest HD, 4K and VR content, graphics, digital music
and efects. There’s no extra cost to experimenting with new ideas and assets. There’s also curated content
for your inspiration and a tech platform designed for the modern digital storyteller to run conceptually wild.
By Creatives, for Creatives
Everything we do revolves around your ideas, projects and creations. Think of us as your edit bay, recording
studio, video lab and inspiration house. There are smart tutorials and trend insights. We’re also transparent
about prices – and when members buy digital assets from our Marketplace, the artists receive 100% of the
sale proceeds.
Narrative
Uncaged Creativity
We’re here to shake up the high-priced world of stock.
Storyblocks is a smarter way for you to find the perfect
digital assets for a fraction of the usual cost. This makes
us the first place digital storytellers go to start projects,
gain inspiration and raise the creative bar.
Our membership-based subscription model and intuitive
platform both simplifies and accelerates the creative
process. There’s no sticker shock, no shopping carts and
no check out hassles. By knocking down these barriers,
we clear the way for you to expand your imagination
and tell more compelling stories.
Your membership gives you everything you need to put
your vision into action – HD and 4K video, riveting
photography, motion graphics, music and special efects.
There’s one low annual subscription and no cap on
downloads. That’s endless freedom to explore ideas and
take projects to the highest level of creativity and polish.
When you want to make your work even more distinctive
and unique, we have the Marketplace. It’s your way
to connect directly with artists around the globe. There
are millions of amazing digital assets that you can purchase
– and we give 100% of sales directly to the artists.
Storyblocks was designed by creative people for creative
people. That means transparent pricing, a vibrant new
community of artists and the reinvention of digital stock.
We’re Robin Hood and his merry band of Disrupters
and you’re invited to join the insurrection. Bring your
best story.
Storyblocks Brand Guidelines
Voice Direction and Principles
Here’s the most important advice about writing in the Storyblock style and tone of voice: Relax, you already know how to do this. Just keep our strategy and positioning
in mind, take a close look at these directional guidelines and don’t be afraid to express yourself. (People respond to messages that sound like they’re written by real people,
not robots.)
1. We’re casual
We’re informal, friendly and down-to-earth. When
we communicate, we keep the language straightforward
so everybody feels welcome. No buzz words,
no industry jargon or fancy pants vocabulary words.
Example: Creative vision and tight budget.
New best friends.
2. We’re aspirational
We’re optimists by nature and we always keep
the attitude positive. This means when we write,
we tend to celebrate people’s ideas, projects and
storytelling talents. There’s nothing wrong with
a little flattery, right?
Example: You’re a kid in a digital stock
candy store.
3. We’re to the point
Digital storytellers are busy people on a fast
approaching deadline. So we keep what we write
short and tight. Our sentences are compact and
punchy and get right to the point. Otherwise, really,
what’s the point?
Example: We’re for artists, exactly 100%.
4. We’re playful
We think a sense of humor is part of what makes
Storyblocks rock. While we’re serious and passionate
about what we do, we like to keep things light. So we
look for places to inject humor. It might be a headline
or the last line of copy. Don’t go crazy, avoid the snarky,
just go for the smile.
Example: More creative sparks, less
wet blankets.
5. We’re Robin Hoods
We’re flipping the world of stock upside down. So on
occasion, we like a little pop of disruption. Make a bold
statement, give it a positive twist and remember – our
bright visual identity softens the attitude of the words.
Example: Burning down the house that
over-priced stock built.
6. We’re on message
We have a unique and powerful story to tell about
making terrific media assets afordable for digital
storytellers everywhere. Look for fresh ways
to continually reinforce that message. The trick
is to be creative, not repetitive. Word twists and
analogies are a great way to go.
Example: We’re the gourmet food truck
of digital assets.
A final word on words
There’s a time and place for brand voice. We put
personality into our headlines and social media
communication. Subheads and copy should be more
functional and focused on benefits. We like the last
line of a paragraph to be more playful or empathetic.
Try to strike that nice balance between professional
and friend.
Brand Strategy and Messaging | Brand Voice Style and Tone
Storyblocks Brand Guidelines
Full-color positive horizontal and vertical logos use only on white, full-color symbol may be on white or black
Visual Elements | Logo
Logo
Every part of each Storyblocks logo has been carefully
designed – from color to the letterform, size and spacing.
Only the approved digital files should be used to reproduce
the logos. The basic rules on the following pages will
help you use our logo in the best, most consistent way
and uphold the quality of Storyblocks communications.
The Storyblocks logos exist in a fixed relationship and
should only appear in their lock-ups. Do not alter the
size or placement of logo elements.
Logo Variations
We have developed a number of logo variations that
meet both the creative and practical needs of our
communications. This family of logos ensures that we
can always create the best expression of our brand.
Color printing may not always be available or suitable
for all printed communications. 1-color logos are
available and may be used when cost or reproduction
requirements prevent the use of the full-color logos.
The full-color positive logo should be used on a white
background; the full-color reversed logo should be used
on black backgrounds. When creating communications
that use other colors in our color palette or on images,
use the 1-color positive or reverse logo, making
sure there is plenty of contrast between the logo
and background.
Full-color reversed horizontal and vertical logos use only on black, full-color symbol may be on white or black
1-color black horizontal and vertical logos and symbol used only on SB Yellow
Storyblocks Brand Guidelines
Visual Elements | Logo
Sub-Brand Variations
We have also developed suites for our various sub-
brands. These logos are available as full-color positive
logos to use on white and 1-color reversed to use with
their unique color systems. We use red for Videoblocks,
green for Audioblocks and blue for Graphicstock. Each
color should only be used for its specified sub-brand.
See Color for color value information and Visual Examples
to see how these logos may be used.
Full-color sub-brand logos should appear on white,
while 1-color reversed sub-brand logos should appear
on their specified background color.
When discussing the sub-brands, use “‘sub-brand’ by
Storyblocks”. This recommended co-branding description
promotes the nature of each sub-brand to be part of the
larger brand, Storyblocks. For example, “Videoblocks
by Storyblocks” or “Graphicstock by Storyblocks”. This
allows us to grow the brand into a cohesive group.
½ x
½ x
½ x
½ x
½ x
½ x
⅛ x
⅛ x
Print minimum: .875"
Digital minimum: 180 pixels
Print minimum: .607"
Digital minimum: 125 pixels
Print minimum: .25"
Digital minimum: 32 pixels
Storyblocks Brand Guidelines
Visual Elements | Logo
Clear Space
It is important to maintain a minimum amount of space
between each logo and other text and graphics to ensure
the logo’s visibility and impact. Give the logo some room
to breathe. The clear space (1/2 x) is defined as the 1/2 the
diameter of the circle in the symbol. Always maintain
a clear space equal to or greater than 1/2 x around each
logo and the symbol. When using the symbol for app
icons or as a favicon, a smaller clear space of 1/8th the
diameter of the symbol may be used.
Minimum Size
In order to ensure proper representation of our brand,
the Storyblocks logos must always be clear, visible and
legible. Diferent reproduction techniques can yield
diferent output, so use good judgment when sizing the
logo. Avoid compromising the legibility and overall
quality of the Storyblocks logos by adhering to minimum
size requirements.
Minimum sizes for the horizontal logos are .875" for print
and 180 pixels for digital uses. For the vertical logos,
.607" for print and 125 pixels for digital. And for the symbol,
.25" for print and 32 pixels for digital.
All sub-brand logos follow the same clear space and
minimum size specifications. If a variance in either is
needed, please submit pre-production artwork for brand
approval your Brand Team at brand@videoblocks.com.
Note: As screen definition will vary according to the settings
used, the digital minimum evaluations were made at a screen
setting of 1440p / 2560 x 1440, with the files saved at 72 DPI.
Storyblocks
Storyblocks Brand Guidelines
Do not alter or rearrange the elements of the logo
Visual Elements | Logo
Use Violations
Do not alter or recreate the Storyblocks logos in any
way as you may dilute the integrity of the brand. We all
must use the same logos in the same way to assure
a consistent and high quality brand presentation.
Do not use a diferent typeface
Do not add efects
Do not set at an angle
Do not distort or warp
Do not use in a containing shape
Do not use any other colors in the logo
Do not use on a color background other than those
specified in this document
SB Red
PANTONE 485
CMYK: 0, 100, 95, 0
RGB: 229, 62, 48
HEX: #E53E30
SB Green
PANTONE 3395
CMYK: 75, 0, 67, 0
RGB: 0, 177, 108
HEX: #00B16C
SB Blue
PANTONE 2191
CMYK: 80, 0, 15, 0
RGB: 19, 143, 213
HEX: #138FD5
Corporate Color Palette
SB Yellow
PANTONE 107
CMYK: 0, 3, 100, 0
RGB: 255, 225, 33
HEX: #FFE121
Black
CMYK: 0, 0, 0, 100
RGB: 0, 0, 0
HEX: #000000
White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
HEX: #FFFFFF
Sub-Brand Color Palette
Storyblocks Brand Guidelines
Color Palettes
Color is an essential part of any brand, and the
Storyblocks brand is no diferent. We want to own the
use of certain colors in the communications we create.
We have a range of colors that can be used online
or in print to create diferent expressions of our brand.
Corporate Color Palette
We have selected yellow as a corporate color because
it captures our playfulness and truly stands out from
the crowd.
Sub-Brand Color Palette
Our sub-brands have their own colors to play with.
We use red for Videoblocks, green for Audioblocks and
blue for Graphicstock. Each color should only be used
for its specified sub-brand.
When specifying color for production, refer to the
specifications provided, rather than printouts, for color
matching. For commercial printing, Pantone® (PMS)
inks are recommended. For 4-color process printing,
use the specified CMYK color values. And for screen
and web design, use the RGB or HTML color models.
Please submit pieces that use accent colors to your
Brand Team at brand@videoblocks.com for approval.
Visual Elements | Color
Archer
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z a b c d e f g
h i j k l m n o p q r s t u v w x y z 1
2 3 4 5 6 7 8 9 0 ` - = [ ] \ ; ’ , . / ~ !
@ # $ % ^ & * ( ) _ + : ” { } | < > ?
Archer Bold / Bold Italic – The quick brown fox jumps
over the lazy dog.
Archer Semibold / Semibold Italic – The quick brown fox
jumps over the lazy dog.
Archer Medium / Medium Italic – The quick brown fox
jumps over the lazy dog.
Archer Book / Book Italic – The quick brown fox jumps
over the lazy dog.
Archer Light / Light Italic – The quick brown fox jumps
over the lazy dog.
Proxima Nova
A B C D E F G H I J K L M N O P
Q R S T U V W X Y Z a b c d e f g
h i j k l m n o p q r s t u v w x y z 1
2 3 4 5 6 7 8 9 0 ` - = [ ] \ ; ’ , . / ~ !
@ # $ % ^ & * ( ) _ + : ” { } | < > ?
Proxima Nova Bold / Bold Italic – The quick brown fox
jumps over the lazy dog.
Proxima Nova Semibold / Semibold Italic – The quick
brown fox jumps over the lazy dog.
Proxima Nova Medium / Medium Italic – The quick brown
fox jumps over the lazy dog.
Proxima Nova Regular / Regular Italic – The quick brown
fox jumps over the lazy dog.
Proxima Nova Light / Light Italic – The quick brown fox
jumps over the lazy dog.
Storyblocks
Geometric O is circular rather than
elliptical, and uses an unmodulated
(more even) stroke.
Archer’s use of ball terminals (rounded
ending of strokes) and finials (sharper
ending of strokes) matches up with the
shapes of the logomark to compliment
each other.
Archer from H&FJ is perhaps one
of the best slab serifs for setting
extended text. It comes in numerous
weights, has an excellent italic
accompaniment. The heavier weights
and caps work beautifully for display.
10
Storyblocks Brand Guidelines
Fonts
Fonts — and how we use them — make a visual impact
just like the Storyblocks logos and color palette do. Use
these fonts when creating Storyblocks communications
to maintain visual brand consistency.
Primary Font
Archer is a serif font that is strong, clean, simple and
readable. It can efectively be used in headlines,
subheads and small areas of body copy when you want
emphasis, such as a pull quote.
Secondary Font
Proxima Nova is a clean, modern, simple sans serif
typeface that is highly readable and is therefore the
preferred font for body copy in Storyblocks
communications.
If you need access to these fonts, please contact your
Brand Team at brand@videoblocks.com .
System Fonts
For other applications such as presentations, word
processing and web-based communications (when
Archer or Proxima Nova are unavailable), use Arial.
It is a standard font widely available cross-platform.
In instances where Archer or Proxima Nova are
unavailable, Arial may be used for internal-facing
communications. However, advertising and marketing
communications must always use Archer and
Proxima Nova.
Visual Elements | Fonts