2021 Brand guidelines

Oh hey! It’s good to see you.

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 Defining our brand
Ibotta is a free rewards and payments app that gives you real cash for everyday
purchases when you shop and pay through the app. Ibotta provides thousands
of ways for consumers to earn cash on their purchases by partnering with
more than 1,500 brands and retailers. Whether you’re buying groceries,
clothing, electronics, or wine and beer, Ibotta will pay you cash for your
purchases. In fact, Ibotta has paid out over $700 million in cash rewards to
more than 35 million users since its founding in 2012.
Who we are

Our mission
To make every purchase rewarding for our users.

Our vision
To cut consumers in on the advertising deal by
handing out cash back to users all over the country –
wherever and whenever they shop.

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Why Ibotta?

Challenge accepted
Now more than ever, consumers are changing the way they
shop. Through economic downturns and technological
advancements, brands are adapting to give consumers more
options than ever to buy groceries and essentials. Shoppers
are finding it easier than ever to find what they need (or want)
online. So, online and mobile continue to grow as traditional
brands try to maintain loyalty in the face of disruptors seeking
to acquire new customers. In the war of acquiring customers
– and keeping them – consumers are poised to benefit from
digital offers, discounts, bonuses, coupons, and other rewards,
etc. But most are currently not. The rewards category is
confusing and crowded. Complexity and friction are keeping
consumers away. Yet everyone likes a good deal, no matter
how they shop or what they buy, and in the world of rewards,
cash back is king.

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Our values
Integrity
We trust each other to do
the right thing all the time
– especially when no one is
watching and even when it’s hard.
Teamwork
We look for opportunities to
bring others into our work, and
try to be the rate-limiting step.
Boldness
We’re not afraid to break the
status quo and replace it
with something new.
Transparency
We proactively share
information. We share our
results at company meetings.
We discuss performance openly.
Ownership
We outhustle. We are
empowered. We take
responsibility for our actions
and mistakes. We encourage
team members to advocate
for themselves.
A good idea...
We are champions for the
Saver. We take responsibility
for delivering exceptional
experiences for our savers.
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Voice & tone
Ibotta’s voice is human.
It’s aspirational, playful,
and informed.
Voice
Our priority is to clearly communicate that Ibotta is the starting point for rewarded
shopping, empowering our users to earn cash back whenever and wherever they shop.
We want to give our users a highly personalized experience, communicating product
offers and features without overwhelming or confusing them. One way to think of our
voice is to compare what it is to what it isn’t. Ibotta’s voice is:
• Playful not silly
• Smart but never condescending
• Informal but not sloppy
• Helpful but not overbearing
• Value minded but never cheap
Tone
Ibotta’s tone is informal, but it’s always more important to be clear than entertaining.
When you’re writing, consider the purpose of the content. Is the campaign seeking to
drive awareness or conversion, are we aiming to educate users about a feature update,
or is the campaign being sent for a specific lifecycle moment such as a win-back
campaign or earnings milestone achievement? Also, consider the target segment. Is
this email targeted at a mobile-savvy Mcomm persona, or is the segment our value-
seeking Walmart persona? Once you understand the campaign goal and the voice of
the persona, you can adjust your tone accordingly.
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 Design elements
How we use visuals and design elements to tell a cohesive
Ibotta story, in line with our voice and tone guidelines, and to
meet our users where they are.
Logo
The Ibotta logo is
a uniquely crafted
logomark that should
never be manipulated
or altered.

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Logo clearspace
Clearspace around the
logo is equal to the cap
height of the “O”.

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Logo color
& scale
Color
The Ibotta logo should always appear in our core
brand color: Ruby. Use a knockout (white) whenever
our logo does not have adequate contrast.

Primary color use

Scale Secondary color use

Our logo is designed to scale to small sizes on print

and screen. Smallest size: 20 pixels height.

Minimum 20px height

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Logo misuse

Do not crop Do not distort

Do not change the Do not use drop

transparency shadows or effects

Do not use
different colors
Do not re-create with
another typeface ibotta
Do not outline
Do not rotate logotype

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Color guidelines
Color is the cornerstone of
Ibotta design. It distinguishes
our brand, makes us
memorable, and helps us
create consistent experiences
across all touchpoints.
Color should be accessible
When designing products, we want to be mindful of different perspectives, abilities,
languages, and identities other than our own. We don’t want to make people feel
alienated or excluded because they can’t read, see, or understand what we create.
Color should be intentional
Our color palette is vibrant, youthful, and energetic – but above all, our colors
communicate. Every color in our palette has a purpose. Choose them thoughtfully and
deliberately. Use them to focus users’ attention on what matters, and to help them
navigate and make decisions.
Color should be authentic
Our colors should represent real life. We take pride in who we are and what we do.
We’re serious, but not too serious. We make dealing with money fun and rewarding.
We’re trustworthy because we’re authentic.
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Primary colors
Ruby
Our core brand color — it’s what makes our visual
identity memorable. It’s best used sparingly, like in
our logo or as an emphasis.

Because it is a dark pink, at small sizes it can be

confused with red. Be mindful of the context in
which it’s used — we don’t want our brand color to
be associated with negative or destructive actions,
system failures, or errors. Similarly, Ruby shouldn’t
be used for buttons, which could be interpreted as
having destructive actions.
Ruby - Core Brand 1 Spruce - Action
#DF2A63 #0A7986
Spruce rgb (223, 42, 99) rgb (10, 121, 134)
Our heavy-lifter. It’s the color we use for the positive
primary and secondary actions users can take within
our products. Spruce guides users and encourages
them to explore, move forward, and make decisions.

Anything that is Spruce should be actionable.

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Supporting colors
These colors help fill our
products with life, vibrance,
and fun. They’re best used
in things like illustrations, Core Brand 2 Core Brand 3 Core Brand 4 Core Brand 5 Core Brand 6

animations, and splash Flamingo’s dream

#F2828F
Dolphin’s blowhole
#15B5AC
Turquoise
#20E1D1
Denim
#022682
Cobalt
#1E3CD6
rgb (242, 130, 143) rgb (21, 181, 172) rgb (32, 225, 209) rgb (2, 38, 130) rgb (30, 60, 214)
screens.

Supporting 1 Supporting 2 Supporting 3 Supporting 4 Supporting 5

Rhubarb Rosequartz Dusty Rose Wintergreen Lemon
#840853 #EFA5B1 #FBDDDF #A3FEF3 #FCC751
rgb (132, 8, 83) rgb (239, 165, 177) rgb (251, 221, 223) rgb (163, 254, 243) rgb (252, 199, 81)

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Typography
Our primary font family Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk
is Museo Sans.
Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu
Like Ibotta’s personality, Vv Ww Xx Yy Zz 0123456789
our font stack is friendly
but clear, and transitions
seamlessly between Museo Sans - 900
contexts to meet our Museo Sans - 700
objectives and our users’ Museo Sans - 500
moods.
Museo Sans - 300
Museo Sans - 100

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G Suite substitute
Use Robotto as the
alternative only when our Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
primary font cannot be used. Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv
For example, due to HTML Ww Xx Yy Zz 0123456789
email typography limitations
and the lack of cross- Robotto - Black
platform support from Robotto - Bold
various email clients, our
core brand font cannot be Robotto - Medium
utilized as in-line text across Robotto - Regular
email executions. Robotto - Light

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Partnerships
Lockup
This logo lockup should be used in all co-
branded executions to not only hero our
partner brands, but also to keep our brand
at the forefront of every execution. For
partnerships, we lock up the Ibotta logo
with a partner logo, Ibotta first. Use clear
space between logos. Clear space should
be based on the X-height of the Ibotta
logo letter “o.” Partner logos should be
aligned to the optical baseline of Ibotta’s
logotype. *Please keep the minimum clearspace in mind when creating co-branded lock-ups.

We kindly ask that you adhere to the

following:

• Do not use the Ibotta name or marks as

part of your own.

• Do not use Ibotta in any advertising

without our explicit approval, including
written out in copy or tagging Ibotta
handles in partner social media posts.

• Do not use the Ibotta assets or similar

words/marks on apparel or merchandise.

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