Logo

Zefr’s primary logo is white. The new brand guidelines includes heavy use of images and provides many opportunities to use the white logo. For documents that require the logo to be used on a white background, use the charcoal version. Find our logo here.

Charcoal, not black

Zefr does not have an official black logo, but old logos are still around from the early days of the brand. At first glance, the differences between black and charcoal can be difficult to tell. Be sure to download the charcoal version of the logo in the assets library.

"Zefr", not "ZEFR"

The Zefr logo is in all-caps, but a logo is an image, not a writing style. When using the company name in a sentence, treat the word "Zefr" like any other proper noun. Using all-caps can confuse the name as an acronym.

Watch out for these common mistakes!

Don't use a pure
black logo

Do not add a gradient overlay on the logo

Do not use the logo
in a sentence

Do not add a shadow to the logo

Marketing & Design Overview

 
 

In this section we will drill down the uses and misuses of Zefr branding assets and explain how these elements should be used together to create the appropriate tone for different marketing situations.

Color

Primary Palette

Color

Blue

RGB: 

CMYK:

HEX:

R 67 / G 185 / B 214

C 1 / M 75 / Y 12 / K 0

#43B9D6

Color

Teal

RGB: 

CMYK:

HEX:

R 0 / G 149 / B 153

C 77 / M 18 / Y 37 / K 0

#009599

Color

Green

RGB: 

CMYK:

HEX:

R 62 / G 200 / B 190

C 58 / M 0 / Y 29 / K 0

#3EC8BE

Color

Yellow

RGB: 

CMYK:

HEX:

R 240 / G 161 / B 32

C 6 / M 35 / Y 100 / K 0

#F0A120

Color

Purple

RGB: 

CMYK:

HEX:

R 83 / G 121 / B 187

C 65 / M 43 / Y 0 / K 0

#5379BB

Color

Coral

RGB: 

CMYK:

HEX:

R 241 / G 85 / B 92

C 2 / M 75 / Y 53 / K 0

#F1555C

Charcoal is the official color for body text.

Color

Charcoal

RGB: 

CMYK:

HEX:

R 41 / G 41 / B 41

C 71 / M 65 Y 64 / K 67

#292929

 

Typography

Typefaces help shape tone and personality of a message and they are the most utilized element of branding assets. For this reason, consistency is crucial. The primary font for Zefr is “Open Sans”. The Open Sans family is a web-friendly font that helps tie together zefr.com, the Zefr suite, and marketing collateral. Link to this font here.

Aa

Open Sans Light

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

Aa

Open Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

Aa

Open Sans Semibold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

Aa

Open Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

Introducing A New Font: "Verlag"

In advertising situations where our brand needs to compete for eyeballs, the new font “Verlag” is an option. Verlag should only be used for outward promotional executions such as ad campaigns, event signage, digital ads, or banners. 

 

Verlag is only used in titles and headlines and it is always all-caps. The font is intended as a style element for titles and headlines vs a type for body copy. Download it here.

AA

VERLAG BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

AA

VERLAG BLACK

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()_+<>?{}

CONTEXT MATTERS

DELIVER BRAND SAFE

VIDEO ADVERTISING

Only graphic designers our should use Verlag as it is only used in advertising executions. When the font is used outside of the intended scenarios, the character of the type changes.

Zefr is the video technology company that delivers video level, contextual targeting at scale on YouTube.

Body copy is too casual

275M

Videos Managed by Zefr

Data visuals are too infantile.

Context Matters

Lowercase loses strength.

 

Showcase Elements

To help distinguish our product from other interfaces and video content, additional design elements have been created for extra emphasis.

Color

Green to Blue

HEX:

#1BB4F4 to #02DDD5

Color

Red to Purple

HEX: 

#FA2413 to #A50485

Don't use showcase elements for the
YouTube interface

Don't use showcase elements to

highlight content or verticals

 
 

Photography

A contextual ad experience brightens audience's watch sessions, allowing them to get sucked into the content they love without interruptions from irrelevant ads. We've created a library of images showing different people watching video in different contexts to use in presentations. These photos were selected and edited to fit the brand. Find them here.

Optimistic, but not polished

It’s difficult to find stock photos without cheesy smiles. Simple filters can help add style and optimism to an image.

 

If you have a great image, reach out to the creative team to have it edited for you presentation.

Un-styled stock image

Still a stock photo, but a
small edit helps the tone

Shallow depth of field

Use images that have blurry backgrounds and quiet space, showing the subject is sucked into the content.

When the whole image is in focus, and full of objects, it looks like the subject is in the middle of action.

When the image has a blurry background and quiet space, it better conveys that the subject is watching content --even if they’re standing.

Show context

Look for images of different people consuming video in different situations.