Brand Guidelines

Brand is...
 This style guide is a go-to resource for how
the “JOYFUL” BRAND will appear and act across
all channels. It will include visual guidelines,
tone, regulations and other aspects that will
help provide a cohesive yet complimentary
PURPOSE

experience to the diverse areas of TAPTAP.

 TAPTAP’s system is composed of
9 CORE ELEMENTS

Logo Color Composition

Iconography Illustration Mascot

Ứng dụng Vàng

Ứng dụng Vàng
Ứng dụng Vàng
SYSTEM

Photography Tone of Voice Typography

Logo
 Straight lines and precise logo shapes impart
STRENGTH, PROFESSIONALISM, MODERN AND EFFICIENCY.
LOGO

Some variation details on the typeface (letter “A” and “P”)

makes it look TRENDY.
LOGO
LOGO
 Exclusion Zone
LOGO

The logo’s exclusion zone is equal to full the height of letter “T”
 App Icon Signage with Tradedress Social Icon
limited space
LOGO

Exclusion zone exceptions

Color & Scale
Minimum Height _ Digital: 16px Minimum Height _ Digital: 40px
_ Print: 0.7 cm _ Print: 1.75 cm
 Placement
LOGO

TOP LEFT: General communications that includes text,

logo should be placed top left of composition.
LOGO

MASTHEAD: Digital communications such as call-to-actions and

websites, as well as functional applications such as
environmental signage: logo should be top as a masthead.
LOGO

TOP CENTER: With the vertical layout,

logo can be top center following the headline.
LOGO

BOTTOM RIGHT: With OOH, logo should be placed bottom right of

composition for the visibility when people look up.
 Partnership
LOGO
 Standard Lockup
LOGO
 Typeface as Logo

Tích VUI
trên TAPTAP
ngay!

If a logo is present outside of the headline, follow headline to

logo sizing rules from the typography section of this document.
LOGO

Use all capital letters for TAPTAP name and VUI (point name)
 Logo Guidance
LOGO
Color
 Primary Brand
Colors
COLOR
 Specialty Colors
COLOR

Event Refferal Cards, Social Media Campaigns, Illustration,

Animation, Photography.
 Color Applications

Color in Color in Typographic

photography illustration compositions
COLOR
 Action Product
COLOR
Composition
 Our composition system is joyful but
elegant in its simplicity of use. By defining
the grid based on the logo (and exploring
how columns scale across different sized
compositions), the system stays flexible and
beyond easy to apply.
COMPOSITION
 Pink Circle Mascot
(If needed) or 3D illustration

Tích VUI
trên TAPTAP
ngay!
COMPOSITION

Photography Typography
(full photo or
die-cut)
Social Media Layout

Typography on Focusing: left alignment in logo & text

Photography on Focusing: left alignment in logo & text, photo in 70%
Special Edition: logo is masthead, left alignment in text.
 POSM Layout
COMPOSITION

Standee: Logo on top center, center of left alignment in text

depending on copywrite.
COMPOSITION

Vertical Postcard: Logo on top center, center of left alignment in text

depending on copywrite.
COMPOSITION

Horizontal Postcard: Logo on top left, left alignment in text.

Composition Guidance

Don’t use busy image as When the image is under 50%, Too busy layout
background for text don’t use it without die-cut.
Iconography
 System Icons
ICONOGRAPHY

Our icon system is inspired by lifestyle iconography. Each icon has

an outline and fill version. Filled versions work well at small sizes in
product while the outlined version works better in signage & marketing.
 Linear Icon Filled Icon
Round corner mixed Round corner mixed
Yellow shape mixed Yellow shape mixed
ICONOGRAPHY
 Iconography
Applications
ICONOGRAPHY

Product Marketing
Illustration
 We’ve 2 kinds of illustration styles: 2D & 3D
I L L U S T R AT IO N
 2D Illustration
I L L U S T R AT IO N

Simple shapes, clean lines, limited color, and heightened reality

give our illustration a branded feel and make it easy to digest
and understand at a glance.
Our illustration is around mascot’s poses & daily stories
I L L U S T R AT IO N
 3D Illustration
I L L U S T R AT IO N

Our mascot in 3D
I L L U S T R AT IO N

Less details in 3D modeling, simple shape.

I L L U S T R AT IO N

Daily life stuffs should be in 3D illustration

Illustration
Guidance

Don’t use mascot in busy Please pay attention in 3D mascot in real life is
background details of mascot interesting
 Illustration
Applications
I L L U S T R AT IO N

Merchandise Product Marketing

Photography
 Interactions
Joyful moments

Subjects are in lively moments full of energy and conveying a

positive emotional impact

Individuals or groups of people should feel ‘caught in the

moment’ and unaware of the camera, as if the viewer is
unobtrusively brought in to an intimate moment

Settings aren’t just backdrops, subjects interact with their

environment (i.e. buying ice cream from a local vendor, checking
out street murals, participating in public activity)

Highlight how TAPTAP brings people together, enhancing

PHOTOGRAPHY

community and the vibrant, shared life within cities

Motion should further the plotline

No forced or posed-looking expressions or actions

PHOTOGRAPHY
 Composition
Open with negative space

Use of negative space in the image moves the eye quickly to the
main focus

Include negative space around the subject to allow for the

placement of additional design elements such as typography

Note that rule of thirds or leading line compositions can be great

ways to create open space

Highlight the subject and the activity, movement, connection they

are experiencing by keeping composition simple.
PHOTOGRAPHY

Coordinate locations, backgrounds, and wardrobe to establish a

visual simplicity

Simplify the scene rather than overusing shallow depth of field

PHOTOGRAPHY
 Casting
People are relatable & trusted
PHOTOGRAPHY
 Lighting & Color
Appears natural

Lighting appears like natural light

No harsh highlights or shadows, particularly on people’s faces

Images have high dynamic range—highlights and shadows hold

shape and detail; skys, tree edges, etc. are not blown out; images
hold an edge if placed on white

Images should look naturally white balanced, not stylized

Wardrobe and location support simple and vibrant use of color on

people and vehicles to draw the eye to the main focus
PHOTOGRAPHY

Don’t count on post-processing to add or enhance color, include

pops of color in planning photos

Neither lighting nor color processing are overly low-key, overly

dramatic, or create a negative association
PHOTOGRAPHY
 Locations
Simplified while showing local character

Reflect connection to urban mobility

Scenes should capture the least amount of elements to convey

the story

Avoid cluttered or visually busy elements that distract from the

subject
PHOTOGRAPHY

Subjects should be engaging with their environment, not just

posing in front of it

Avoid single people in an empty landscape, unless warranted by

a specific story
PHOTOGRAPHY
 Setting in studio
Minimalism Colorfully
PHOTOGRAPHY
Photography
Guidance
Tone of Voice
 Joyful
Experience

Simplicity

Trust

Persona-
lisation
TONE OF VOICE

Our Brand Value

 Joyful
Experience
TONE OF VOICE

We have a warm and friendly sense of humour spiced up with a

healthy selfdistance. We’re happy, playful and try to leave people
with a smile.
 Simplicity
TONE OF VOICE

We write like we talk, using everyday language. We avoid

clichés and worn-out metaphors. Our copy is conversational,
approachable and human.
 Trust
TONE OF VOICE

The best way to earn trust is to be truthful. To stand up for what

we believe in and be open about mistakes so we can learn and
improve.
 Personalisation
TONE OF VOICE

Personalized voice comes in two flavors: a custom branded voice

that’s unique to your organization and conveys a desired persona;
and a voice that’s customizable for personalized conversation
and call flows based on user information with situation-
appropriate voice styles and tones.
 WHO Funny

WE
ARE
Young

Friendly Understand
-ing
TONE OF VOICE

Joyful Playful
 WHO
WE’D
Witty Sincere

LIKE
TO Engaging Interactive Trustful

BE
Concise Unique
TONE OF VOICE

Trendy Smartsaving
 WHO
WE
ARE
NOT Bad

Quirky

Sarcastic

Coarse

Authoritative

Over-exaggerate
TONE OF VOICE

Unapologetic

Clinchés

General
 Playful, a bit witty
but not childish
Funny Casual Concise, friendly,
genuine but not coarse

Sincerely caring but Young, current,

try not to be lengthy Respectful Enthusiastic upbeat but not
and cheesy overdo it
TONE OF VOICE

4 dimensions of tone of voice

 DO
Tặng bạn 1 ly cà phêêêê…thiệt phê!
Với TAPTAP, mỗi điểm tích được là
1 niềm vui. Vì vậy, TAPTAP gọi điểm
là VUI.
Đôi khi VUI cũng tắc đường đến
muộn. Nhưng bạn đừng lo, uống
miếng nước rồi thử lại sau nha.
Đừng quên bạn có hẹn chung vui
cùng sự kiện OHLALA MÙA VUI MỚI
tại Bitexco cuối tuần này. Không
gặp không về nha!
Enthusiastic
DON’T
Tặng bạn 1 ly cà phê (chứ không
tặng “trà xanh”) ngon xỉu ngang xỉu
Funny
dọc, xỉu góc tù góc bẹt, xỉu 3 ngày
3 đêm chưa tỉnh á.
TAPTAP gọi điểm là VUI. Vì..mình
thích thì mình cứ gọi thôi.
Casual
Bạn yêu ơi đừng lo, VUI của bạn
đang trên đường đến đó. Chỉ chốc
Respecful nữa thôi, bạn vui lòng đợi thêm
đôi chút rồi thử lại lần nữa nha. ​
Các fan của TAPTAP ơi! Say oh yeah!!
Bạn đã sẵn sàng cùng TAPTAP “quẩy
bung nóc” tại sự kiện OHLALA đình
đám nhất năm nay chưa? Không gặp
không về đó à nha!!!
Typography
 Archia is a sans serif typeface based on
geometric shapes and “tech” approach.
The result is a modern and unorthodox font
family that is ideally suited for logotypes,
branding, editorial design as well as web
and screen design.
TYPOGRAPHY
TYPOGRAPHY
TYPOGRAPHY

Text color on different backgounds

TYPOGRAPHY

Using text highlight when you want to focus some points in the sentence
 Hierarchy

Awareness
TYPOGRAPHY

Information
Action
Typography
Guidance
Typography
Applications

Merchandises Product Marketing

Have a
joyful day!

We hope that this guide has

inspired you to join us on this
journey and share the many
ways to “Be Joyful”!