BRAND GUIDELINES

MARCH 11 2013
WERE ALL BETTER,
WHEN WERE FUELED.
WERE ALL BETTER,
WHEN WERE FUELED.
The Fueled positioning statement denes
who we are and what were about. It describes
our brand values simply and to the point...
WERE A DEDICATED TEAM OF DEVELOPERS,
DESIGNERS AND STRATEGISTS, PASSIONATE AND
HIGHLY MOTATAVATED TO DELIVER CUTTING EDGE
PRODUCTS FOR MOBILE AND WEB.
WE ARE FUELED.
FUELED
Brand Guidelines
1.1 Positioning Statement
WE ARE FUELED.
1.0 BRAND TOOLKIT PG
1.1 Positioning Statement 04
1.2 Our Brand Personality 05
1.3 Our Tone of Voice 06
1.4 Our Brand Marque 08
1.5 Our Logotype 09
1.6 Using Our Marque 10
1.7 Our Brand Emblem 11
1.8 Using our Emblem 12
1.9 Exclusion Zone & Minimum Sizes 13
1.10 Placement & Positioning 14
1.11 Our Colour Palette 15
1.12 Our Font Families 16
1.13 Typesetting Guidelines 18
1.14 How to use our Fonts 20
1.15 Supporting Graphics 22
2.0 BRAND APPLICATION PG
2.1 Letterhead Template 27
2.2 Continuation Page Template 28
2.3 Business Card Template 29
2.4 Feature Set Document Template 30
2.5 Contract Template 31
2.6 Presentation Templates 32
- Covers
- Branding
- iPhone
- iPad
- Web
- Blueprint
2.7 Deck Templates 38
2.8 E-mail Signature 40
Communicating the spirit of our brand
and clarifying our values and personality
is critical. Please take the time to read
and understand how they work, and how
they can be used together to create a
fresh and dynamic brand identity that
appears correctly and consistently in all
communications, media and literature.
FUELED
Brand Guidelines
Document Contents
OUR BRAND IDENTITY PROJECTS WHO WE
ARE, WHAT WE DO AND HOW WE DO IT.
OUR BRAND IDENTITY PROJECTS WHO WE
ARE, WHAT WE DO AND HOW WE DO IT.
Consistency is essential, if the
visual elements of our brand are
used erratically or if the tone of
voice used when our brand speaks
varies without good reason, our
audience could become confused.
It looks careless and doesnt
reect our commitment to quality,
so its essential that our brand
looks, feels and sounds the same
wherever it is encountered.
A STRONG BRAND, COMMUNICATED CONSISTENTLY
AT EVERY OPPORTUNITY, IS CRITICAL TO THE
SUCCESS OF OUR ORGANISATION.
1.0
1.0
INNOVATIVE
PROGRESSIVE
PASSIONATE
INNOVATIVE
PROGRESSIVE
PASSIONATE
INNOVATIVE
PROGRESSIVE
PASSIONATE
Break the mold, look to push boundaries and be at the head
of our eld. We must go beyond what is asked and always
deliver solutions that are advanced, forward-looking, modern
and ground-breaking - exceeding expectations.
Look to improve how we work and the processes we follow.
Look to move forward instead of staying where we are.
We should always employ or advocate more enlightened or
liberal ideas, new or experimental methods that may benet
the business or product.
Eat, sleep, breathe... love what we do. We should always look
to improve ourselves and raise the bar at every occasion.
Have a want to be the best and dont let anything stand in
our way.
FUELED
Brand Guidelines
1.2 Brand Personality
The Fueled brand personality is an expression of our values,
they are at the heart of everything we do and should run
consistently through all of our communications.
DYNAMIC
EXPERIENCE
INSIGHTFUL
POSITIVE
DYNAMIC
EXPERIENCE
INSIGHTFUL
POSITIVE
The Fueled brand personality is expressed through
a particular tone of voice, if we use these qualities in
every communication our brand will speak for itself...
FUELED
Brand Guidelines
1.3 Tone of Voice
DYNAMIC
EXPERIENCE
INSIGHTFUL
POSITIVE
The type of language we use will directly inuence how we
are perceived. Our language must be clean, crisp, bright and
inventive. Our copy must have energy and vitality and never
sound tired or cynical.
We must at all times stay consistent, intelligent and honest,
we dont exaggerate or make wild claims. A consistent,
professional tone will increase the trust of our industry and
clients.
We are the specialists, oering our clients sound advice on
all aspects of digital marketing, we should always talk with
authority without patronising the end user. Our language
should be precise and to the point without the use of
industry jargon - we must be understood by all.
We should always sound positive, fresh thinking with fresh
approaches, to the industry and the work we create. We
must feel like a business with energy, ideas, passion and
drive.
Our brand marque has been developed to best
represent our mission, our beliefs and what we
stand for as a company.
It is bold, rened and established.
It is never compromised.
It stands out from the competition.
It is at the forefront of all we do...
...It is Fueled.
The Fueled logotype is centrally positioned within
the red block and scaled as shown. The logotype
has the same exclusion zones as the logo itself
(see exclusion zones & minimum sizes).
The Red Box is a hugely important aspect of
our brand identity. It is used as a device to oer
a consistent method of displaying our logotype
and symbol.
Master
Mono
FUELED
Brand Guidelines
1.4 Our Brand Mark
In the same vein as our Red Box, our logotype
has been created to dene our brand personality.
Standing as a consistent marque throughout our
branded communications andgiving us stand out
from our competitors.
We have rened the logotype from its original form
(United Serif SemiExt - Bold) to create a logotype
that is not only rened and professional but unique
to Fueled.
Changes made to the logotype were: decrease
the height of the serif on the letter L to make it
consistent with the other glyphs and adjusting the
kerning between each letter to balance the space
throughout.
You should never use the typefaces default
settings to create the logotype. ONLY use the
logotype that is available from the brand toolkit.
Equal Kerning
FUELED
Brand Guidelines
1.5 Our Logotype
We like our marque just the way it is. So it should
be treat with respect at all times.
The examples shown are to give an example of what
NOT TO DO, with the Fueled brand marque.
DO NOT...
Alter the ratio of the marque. Do not
stretch or squash it in order to t into
a given space.
DO NOT...
Simply use the logotype over any red
box. Do not alter the shape of The Red
Box nor alter the spacing between the
edge of the logotype and the outer edge
of The Red Box.
DO NOT...
Alter or use any other colour to present
The Red Box other than the colours
specied in this document.
Do not add a gradient to The Red Box.
DO NOT...
Replace the background colours
specied in this document with any
background image, and do not alter the
opacity of the logo to present a semi-
transparent version.
DO NOT...
Use the marque in a rotated fashion on
any form of communication.
DO NOT...
Use the logotype without The Red Box
or alter the presentation colour of the
logotype to anything other than the
colours specied in this document.
FUELED
Brand Guidelines
1.6 Brand Mark Usage - What Not To Do
We have created a secondary symbol to further
distinguish our brand. It will be used on media when
the usage of the main logo is not appropriate. This
could include such cases as:
1. The space renders the main logo
font illegible
2. A representation of our brand needs
to be placed somewhere outside
The Red Box (See below).
3. The brand needs to be animated.
The master variation should be used at all times
where possible.

EXCEPTION TO THE RULE
The exception to the rule is to allow the symbol
to be used more freely across the board, by enabling
it to be used outside of The Red Box
This should only be used on such cases where:
The Logo needs to be used within an animation.
The space where the Logo is being placed is too
small and not square.
On certain stationery when the Logo is to be
used as an icon.
Master
Mono
FUELED
Brand Guidelines
1.7 Our Brand Emblem
We like our symbol just the way it is. So it should
be treat with respect at all times.
The examples shown below give an example of what
NOT TO DO, with the Fueled brand symbol.
DO NOT...
Alter the ratio of the symbol. Do not
stretch or squash it in order to t into
a given space.
DO NOT...
When using the symbol in the red box.
Do not alter the shape of The Red Box
nor alter the spacing between the edge
of the symbol and the outer edge of
The Red Box.
DO NOT...
Alter or use any other colour to present
The Red Box other than the colours
specied in this document.
Do not add a gradient to The Red Box.
DO NOT...
Replace the background colours
specied in this document with any
background image, and do not alter the
opacity of the logo to present a semi-
transparent version.
DO NOT...
Use the symbol in a rotated fashion on
any form of communication.
DO NOT...
Change the colour of the symbol other
than the colours stated in this
document.
FUELED
Brand Guidelines
1.8 Using Our Brand Emblem
EXCLUSION ZONES
It is important that our marque is always legible, so
we need to keep it away from other elements on the
page.
To achieve this weve dened a minimum exclusion
zone, the area is proportionately dened by the
Fueled Logotype when it is scaled to the width of
the red block.
Please ensure that type, graphics or images do not
encroach on this area.
MINIMUM AND MAXIMUM SIZES
The absolute minimum width for the master logo is
25mm, 71 pixels. This is to maximise the legibility
and retain the quality on all communications. If you
wish to use a marque below 25mm, please use the
brand symbol.
The brand symbol has a minimum size of 10mm
and should never exceed this.
There is no maximum reproduction size to our
marque or brand symbol.
25mm
71 pixels
25mm
71 pixels
10mm
28 pixels
10mm
28 pixels
FUELED
Brand Guidelines
1.9 Exclusion Zones & Minimum Sizes
We have certain rules for the placement of our
brand marques. These rules have been set to
guarantee the consistent use of our marque as well
as the overall look of our documentation.
COVER ARTWORK
On all occasions the Fueled logo must sit centrally
on the cover of any documentation.
The size of the logo is calculated by the height of
the document (landscape) and width (portrait). The
logo must always be scaled to 33% or 1/3rd of the
overall height of the document.
On portrait documents please use the width
of the document.

INNER LEAVES AND SINGLE PAGE DOCS
On any other page of a document the logo is scaled
and must always appear to the top left hand corner
of the page. Please see templates for positioning
and measurements.

BACK COVER
As a sign o we always use our brand symbol.
This should be scaled to the same proportions as
the logo to the inner pages and positioned bottom
left of the back cover. Please see templates for
positioning and measurements.
H
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ig
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Document Cover Landscape
Back Cover - Bottom left Inner leave - Top left
Width of Document
33% of document width
Document Cover Portrait
FUELED
website: http://fueled.com
email: hello@fueled.com
phone: +1.800.962.4587
address: 568 Broadway, 11th Flr | New York, NY 10012
FUELED
Brand Guidelines
1.10 Placement & Positioning
The brands core palette is simple and clear, with one
colour, Pantone 1805 supported by grey, o white
black and white.
Colours should be used in approximately the
proportions shown to the right.
Our colour palette is clear, strong and dynamic,
which is how we want people to think of our brand.
Because of dierent technical limitations of print
and digital media, we have dened colour
breakdowns for on and o line use.
For printed material, Fueled white should be
substituted for white.
FUELED WHITE
RGB 245.245.241
HEX #f5f5f1
FUELED LIGHT GREY - PANTONE 425 C
RGB 65.65.65
CMYK 64.56.56.33
HEX #414141
FUELED DARK GREY - PANTONE NEUTRAL BLACK C
RGB 22.22.22
CMYK 72.66.65.76
HEX #161616
FUELED RED - PANTONE 1805 C
RGB 174.0.0
CMYK 21.100.100.15
HEX #AE0000
WHITE
RGB 255.255.255
HEX #FFFFFF
FUELED
Brand Guidelines
1.11 Our Color Palette
BLACK
RGB 0.0.0
HEX #000000
UNITED SANS ITALIC RANGE
COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
REG THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
FUELED
Brand Guidelines
1.12 Our Font Family
TITLE FONTS
The typeface chosen for our brand font is UNITED.
It is strong, industrial and masculine and reects
our brand personality perfectly. It should be used
consistently within all communications as it will
become a unique asset to our brand.
It comes in a range of styles - sans, italic and serif,
all with a host of dierent weights. This allows
us to use typography as a distinctive element of
our brand.
The use of UNITED typeface should only be present
in titles and sub titles and should be fomatted as
all UPPERCASE.
Careful consideration should be always taken
when dierent fonts are married together in
any form of communication.
Due to the large variety of weights and faces
available, we have selected two core weights
highlighted in red to use across our primary brand
documentation.
All other faces and weights can be used for
supportive artwork titles, related to but not
formulating part of our core brand.
UNITED SANS RANGE
COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
REG THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
UNITED SERIF RANGE
COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI COND THIN LIGHT MEDIUM BOLD HEAVY BLACK
REG THIN LIGHT MEDIUM BOLD HEAVY BLACK
SEMI EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
EXT THIN LIGHT MEDIUM BOLD HEAVY BLACK
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Nudista
Bold
Sub headers
Nudista
Medium
Content
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Helvetica
Regular
Fallback
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
FUELED
Brand Guidelines
1.12 Our Font Family
SECONDARY FONTS
We have chosen a secondary font family to work
alongside United. Nudista should be used in body
copy and more formal material. They are to aid us in
the designing of our branded communications.
Nudista should always be formatted in Sentence
case.
Helvetica Neue should be used as a fallback font
with Arial used as a Global fall back where we think
appropriate.
FONT HIERARCHY
In order to keep our core brand aligned, we have
chosen a xed hierarchy for how our chosen font
faces should be used. These can be seen opposite
with usages.
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
UNITED
SANS SEMI COND BOLD
CONTENT HEADERS
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
UNITED
SANS COND BOLD
PRIMARY HEADERS
FUELED
Brand Guidelines
1.13 Typesetting
HEADERS
The way type is laid out plays a vital part in
communicating our brand. Information should be
presented clearly and be easy on the readers eye.
the legibility of text should always be considered
on any form of work or communication.
For this reason, we recommend that body text
is always displayed with high contrast to the
background colour.
For maximum clarity of any text, please see
the rules to the right.
PRIMARY HEADER
Primary headers play an important role in our brand by providing a exible element to our
core type face. Primary headers can have a range of designed elements applied to further
enhance the impact of the type.
Primary headers must use UNITED SANS COND BOLD in core documentation and be at least
1:6 larger than related content. i.e. if content size is 20pt, Primary headers would be 120pt.
CONTENT HEADER
Content headers are used in a similar manner to Primary headers, but play a more stable role
in the core brand. Oering less exiblity in design options it should be used more commonly
throughout documentation.
Content headers must use UNITED SANS SEMI COND BOLD in core documentation and be at
least 1:1.25 larger than related content. i.e. if content size is 18pt, content headers would be
at least 22.5pt. Content headers must not be larger than Primary Headers.
The line height ratio for Both Primary and Content headers is 1:1 with neutral letter-spacing
(tracking) on all titles.
These settings should not be adjusted when presenting the brand content font alongside the
brand mark, or when referencing the company or brand in core documentation.
FUELED
Brand Guidelines
1.13 Typesetting
CONTENT
For this reason, we recommend that body text
is always displayed with high contrast to the
background colour and should only be presented
using the Fueled brand color palette.
Within content, all copy should be ranged left or
center, with short paragraphs. This makes it easier
to read.
For maximum clarity of any text, please see
the rules to the right.
Content Subheaders - Subheaders are presented using Nudista Bold.
Sub headers should use the line height ratio 1:1.25, i.e. if the font size
is 18pt, the line height should be 22.5pt. For web, always 4 digits more
than the font size, i.e. 16px font size should use a 20px line height.
Subheaders should always be at least 1:1.25 times larger than content
to distinguish it from bold content, but smaller than Content headers.
Content - Any given content should use the line height ratio 1:1.25, i.e. if the font size is 18pt,
the line height should be 22.5pt. For web, always 4 digits more than the font size, i.e. 16px
font size should use a 20px line height.
If the font is presented in a size smaller than 12pt, the line height remains at 15pt minimum.
For all media, the minimum copy size for content should be 12pt.
BLOCKQUOTES - POSITIONED WITH IN
COPY WITH A 1:1 LINE HEIGHT. COLORED
FUELED RED OR WHITE, LEFT ALIGNED IN
UNITED SANS ITALIC BOLD
These settings should not be adjusted when presenting the brand content font alongside the
brand mark, or when referencing the company or brand.
We must consider the use of type when creating
any form of communication for Fueled, whether that
is a designed header or the layout in a corporte
document.
Although these example are only a guide we must
try and follow the rules as much as possible to
guarantee consistency within our brand.
Body copy appears like this. dolor sit amet, consectetur adipiscing elit.
Donec velit ligula, egestas id luctus ac, mattis a arcu. Maecenas ac est ut
magna gravida gravida nec eget dolor. Morbi vulputate tellus a arcu suscipit
consequat. In et risus purus, vitae consectetur libero. Aliquam ut lectus
purus. Nam hendrerit neque eu nunc mollis vestibulum iaculis ante varius.
Mauris dignissim, dui id mattis iaculis, tellus purus fermentum purus, et
consequat tortor mi et metus.
Nullam quis ipsum in diam tempor sagittis vitae eget tellus. Cras imperdiet
malesuada aliquet. Duis convallis orci id mauris porttitor quis consectetur dui
pretium. Aliquam libero metus, fermentum ut euismod sit amet, eleifend vitae
dolor. In commodo laoreet condimentum. Phasellus aliquet, nunc quis iaculis i
PRIMARY HEADER
QUOTATIONS APPEAR IN THIS FONT...
IPSUM DOLOR SIT AMET, CONSECTETUR
ADIPISCING ELIT CRAS SAGITTIS, LACUS
SED VENENATIS
CONTENT HEADER
Sub headers would appear like this
Body copy appears like this. dolor sit amet, consectetur adipiscing elit.
Donec velit ligula, egestas id luctus ac, mattis a arcu. Maecenas ac est ut
magna gravida gravida nec eget dolor. Morbi vulputate tellus a arcu suscipit
consequat. In et risus purus, vitae consectetur libero. Aliquam ut lectus
purus. Nam hendrerit neque eu nunc mollis vestibulum iaculis ante varius.
Mauris dignissim, dui id mattis iaculis, tellus purus fermentum purus, et
consequat tortor mi et metus.
Nullam quis ipsum in diam tempor sagittis vitae eget tellus. Cras imperdiet
malesuada aliquet. Duis convallis orci id mauris porttitor quis consectetur dui
pretium. Aliquam libero metus, fermentum ut euismod sit amet, eleifend vitae
tincidunt sem.
Corporate layout example
[ United Sans Condensed - Medium ]
[ United Sans Italic Semi Cond - Bold ]
[ United Sans Semi Condensed - Bold ]
[ Nudista - Medium ]
FUELED
Brand Guidelines
1.14 How to use our Font
[ Nudista - Bold ]
FUELED
Brand Guidelines
1.14 How to use our Font
FOR SUPPORTING DOCUMENTATION
THAT DOES NOT FORMULATE
PART OF THE FUELED CORE BRAND
WE CAN BE MORE LIBERAL WITH OUR
SELECTION OF TYPEFACE, COLOR
CHOICES & APPLICATION
HAVE SOME FUN WITH IT!
CAN
COLOR COLOR
LIBERAL
FUELED FUELED
EXAMPLE SHAPES
Our supporting assets are intended to bring further
emphasis to text and imagery throughout our
branded communications.
A number of dierent styles are available and can
be experimented with further to enhance the brand.
01. GRAPHICS TO HOUSE TEXT
The text assets can be used to highlight headers,
used for buttons or bring focus to other branded
elements to create engaging and unique features
for our brand communications.
02. GRAPHICS TO HOUSE IMAGERY
Assets derived from the branded Red Box are to
be used to house vector imagery or to work with
the divider lines to create noticable breaks between
information.
03. DIVIDING GRAPHICS
Our line graphics are to be used to create a visual
divide between information on all branded
communications. The weight of the stroke should
be linked to the strength of divide. A break between
stories or a subtle break between text.
01.
02.
03.
B U T T O N
T I T L E
T I T L E
T I T L E
B U T T O N
FUELED
Brand Guidelines
1.15 Supporting Graphics
B U T T O N
T I T L E
T I T L E
T I T L E
B U T T O N
C O P Y C O P Y
PATTERNS
The supportive patterns are intended to be used in
the background of branded communications to bring
depth to the overall look and feel.
They can also be used to bring movement to
graphical shapes and text. The examples shown give
an idea of how these patterns can be used.
FUELED
Brand Guidelines
1.15 Supporting Graphics
BOLD IMAGERY
The photography to compliment our brand has been
considered, and is mainly used on our website to
visually improve messaging and communicate key
dierentiators.
The photography treatment should always be
the same. Each shot should be passed through a
reduced sauration process, setting saturation to -65.
Then an 8px gaussian blur should be applied. Finally
individual contrast should be adjusted to make any
overlapping copy legible.
Photography should only be used in unique cases
with the style shown used as a guide.
Text and Logo usage should always be considered
when used over imagery, with the legibility
determining the use of certain fonts.
FUELED
Brand Guidelines
1.15 Supporting Graphics
O R I G I NA L - 6 5 S AT UR AT I O N 8 p x B L UR
FUELED
Brand Guidelines
1.15 Supporting Graphics
BRINGING IT TOGETHER
2.0
THE FOLLOWING SECTION SHOWS HOW THE
BRAND ELEMENTS CAN BE BROUGHT TOGETHER
TO CREATE A CONSISTENT AND EFFECTIVE SUITE
OF BRAND COMMUNICATIONS...
2.0
Text should be set in 12pt Nudista Medium, and
always in black. The margins have been set to give
all information the space to breathe, making it
easier for the end user to nd the information
they require.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox.

Document size:
US Letter: 215.9mm x 279.4mm
UK A4: 210mm x 297mm
Front
Mr Smith
1 The Address Lane
Address Town
Address City
Address State
NY 000000
Dear Mr Smith,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas tincidunt risus tortor, tempus euismod
arcu. Nunc ut ipsum quis lorem posuere viverra. Vestibulum non nulla nisi, lacinia rhoncus magna.
Proin malesuada viverra turpis nec dapibus. Maecenas mollis sollicitudin lobortis. Praesent elit neque,
tempor nec pulvinar a, elementum quis nibh. Pellentesque habitant morbi tristique senectus et netus et
malesuada fames ac turpis egestas.
Ut vel lectus vel massa porta volutpat. Mauris eu magna a mauris porta porta quis ac libero. Maecenas
non nisi justo. Ut volutpat lorem arcu, nec dapibus lorem. Duis ac nisl sit amet tortor eleifend dictum vel
sollicitudin lectus. Morbi dapibus accumsan sapien quis porttitor.
Proin pharetra gravida magna sit amet adipiscing. Vestibulum eleifend nisl sit amet ligula posuere eleifend.
Ut scelerisque rhoncus tellus ac auctor. Suspendisse ac aliquet arcu. Praesent diam velit, euismod et
convallis id, tincidunt vitae tortor. Quisque sagittis, ligula sed imperdiet hendrerit, ante felis pharetra
ipsum, nec mollis odio quam non dolor. Nam condimentum luctus diam id interdum. Nulla vitae felis quam,
in venenatis turpis.
Maecenas tristique dui ut elit ultrices ut pellentesque mi convallis. Quisque mauris elit, malesuada vitae
cursus a, molestie vel tellus. Maecenas felis nisi, ornare sit amet tristique ut, consequat eget erat.
Vivamus at velit eget quam feugiat sollicitudin. Vestibulum tincidunt eleifend suscipit. Nullam sollicitudin
metus id magna gravida quistempus mauris sollicitudin.
Yours Sincerely,
Rameet Chawla
FUELED
568 Broadway, 11th Flr | New York, NY 10012
web: http://fueled.com
email: hello@fueled.com
phone: +1.800.962.4587
Back
FUELED
Brand Guidelines
2.1 Letterhead Template
All superuous detail is removed to ensure that the
continuation sheet can accommodate the maximum
volume of information.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox.

Document size:
US Letter: 215.9mm x 279.4mm
UK A4: 210mm x 297mm
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Aliquam eu massa tortor. Donec cursus, elit eget convallis hendrerit, nunc lorem venenatis nibh, in sodales metus
metus eu ligula. Phasellus mauris ligula, laoreet sed euismod sit amet, pretium sit amet lectus. Nulla eget lorem
nisi, id convallis felis. Nunc venenatis orci quis orci cursus ullamcorper. Suspendisse quam enim, adipiscing eget
imperdiet nec, pulvinar in sem. Aenean in elit ac libero commodo hendrerit sed a est. Sed faucibus tellus at quam
imperdiet eleifend dapibus est ultrices. Praesent eget tellus eros.
Integer tempus cursus risus, in pharetra urna ultricies vel. Class aptent taciti sociosqu ad litora torquent per
conubia nostra, per inceptos himenaeos. Aliquam laoreet commodo lorem, eu blandit orci aliquet a. Integer
tempus aliquet lorem sit amet tempor. In libero libero, dictum id hendrerit in, auctor eget neque. Suspendisse
potenti. Ut pellentesque pellentesque neque id viverra. Pellentesque dictum laoreet tortor adipiscing interdum.
Ut at nulla eget ipsum vehicula hendrerit nec eget magna. Aenean feugiat, sapien vitae pretium venenatis, urna
tortor venenatis lorem, in faucibus odio magna vel magna. Phasellus tincidunt ultrices tortor, mattis feugiat mi
bibendum volutpat. Suspendisse potenti. Nam lobortis, turpis et lacinia fermentum, est libero rutrum libero, eget
malesuada enim nisi ac lectus. Suspendisse ullamcorper tortor sagittis elit facilisis suscipit. Ut ac dolor diam, vel
condimentum dolor. Aenean eu enim vel neque dapibus volutpat vel at nunc.
Vivamus sed dui arcu. Etiam aliquet rutrum sapien, sed tincidunt nisl vulputate vitae. Sed hendrerit, ipsum nec
consectetur rhoncus, mi purus cursus est, ac elementum lorem risus non justo. Aenean augue augue, pharetra
et tempus et, venenatis a arcu. Donec sit amet erat tortor. Phasellus at varius sem. Vivamus tempor consequat
imperdiet. Morbi sed turpis lectus, eu tempus lacus. Phasellus augue urna, aliquam non pulvinar sed, elementum
vitae justo. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec odio
orci, placerat id fringilla non, aliquet a diam. Sed aliquet sem vel libero ultrices pellentesque.
Pellentesque quis lacus augue, id pretium nisl. Suspendisse sed lorem lorem. Maecenas risus arcu, suscipit vitae
mollis nec, elementum eget urna. Sed euismod diam quis lacus lobortis eu ultricies eros accumsan. Sed quis dui
est. Aliquam rhoncus nunc at mi luctus ultrices. Suspendisse aliquet lectus eu nunc mollis condimentum semper
leo ornare. Sed semper vehicula metus, non fringilla neque aliquet id. Nam condimentum posuere dolor, ut rutrum
sem egestas vel. Quisque accumsan fermentum ullamcorper. In eget venenatis erat. Donec eu justo nulla.
Fusce imperdiet tristique eleifend. Pellentesque diam magna, aliquam ut convallis eu, mollis at nisl. Quisque ligula
velit, tincidunt non pretium sit amet, ultrices ac quam. Phasellus malesuada, lorem consectetur condimentum
elementum, felis arcu condimentum nunc, eu sagittis purus leo nec augue. Aenean a elit felis, non tincidunt sem.
Ut malesuada enim in leo venenatis porta. Suspendisse eu nisl orci, at blandit turpis. Praesent suscipit velit lorem,
eget eleifend velit. Suspendisse vehicula, arcu nec dignissim eleifend, justo quam faucibus mi, egestas luctus
sem odio vel libero. Nam et ante sed nisi auctor posuere. Cum sociis natoque penatibus et magnis dis parturient
montes, nascetur ridiculus mus.
Yours Sincerely,
Rameet Chawla
FUELED
Brand Guidelines
2.2 Continuation Page Template
The business cards are double sided.
The cards are triplexed to give maximum durability,
appearing layered to the naked eye.
The front displays the Fueled logotype, printed using
a white foil. The name and position of the individual
and contact details appear to the reverse also
printed using a white foil.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox.

Document size: 60mm x 60mm
FUELED
Brand Guidelines
2.3 Business Card Template
RAMEET CHAWLA
ARCHITECT
mobile +1.212.571.4444
oice +1.800.962.4587 x701
@rameet
rameet@fueled.com
http://fueled.com
The areas of the feature set are clearly dened
making it easier for the end user to nd the
information they require. The feature set takes on
the same layout as our letterhead, standardising all
documents.
Text should be set in 12pt Nudista Medium, and
always in black for legibility purposes.
A Google Doc template has been created for the
document and can be found within the Fueled |
Brand Templates folder.

Document size: 215.9mm x 279.4mm
Client Name
Project Title
Account Manager
Andrea Drabczyk
Date of Feature Set
11 December 2011
Client Key
Fueled Internal
Client Contact
andrea@fueled.com
Project Scope & Overview
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin consequat, mauris id mattis fermentum, ipsum ante
hendrerit nisl, quis elementum urna ligula quis nibh. Donec lorem nisi, rutrum id semper vitae, faucibus vitae dolor.
Cras pulvinar lectus a turpis aliquam sit amet laoreet dolor auctor. Suspendisse feugiat ultricies quam nec congue.
Donec pulvinar consequat iaculis. Suspendisse potenti. In pellentesque, enim vel aliquet venenatis, ipsum enim
malesuada velit, et consectetur orci elit ut dui.
Maecenas accumsan dui sit amet nunc dapibus euismod. Suspendisse enim sem, rhoncus at venenatis pharetra,
ultrices a justo. Curabitur at nisl augue, et vehicula ipsum. Mauris pretium metus eget libero scelerisque
consequat. Fusce convallis feugiat mattis. Maecenas tempus dui ut lectus cursus tincidunt. Nunc ante enim,
tempus eu pulvinar ut, tempor non purus. Integer massa nibh, vehicula eu convallis et, bibendum a dolor.
Action Items
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hendrerit nisl, quis elementum urna ligula quis nibh. Donec lorem nisi, rutrum id semper vitae, faucibus vitae dolor.
Cras pulvinar lectus a turpis aliquam sit amet laoreet dolor auctor. Suspendisse feugiat ultricies quam nec congue.
Donec pulvinar consequat iaculis. Suspendisse potenti. In pellentesque, enim vel aliquet venenatis, ipsum enim
malesuada velit, et consectetur orci elit ut dui.
Maecenas accumsan dui sit amet nunc dapibus euismod. Suspendisse enim sem, rhoncus at venenatis pharetra,
ultrices a justo. Curabitur at nisl augue, et vehicula ipsum. Mauris pretium metus eget libero scelerisque
consequat. Fusce convallis feugiat mattis. Maecenas tempus dui ut lectus cursus tincidunt. Nunc ante enim,
tempus eu pulvinar ut, tempor non purus. Integer massa nibh, vehicula eu convallis et, bibendum a dolor.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin consequat, mauris id mattis fermentum, ipsum ante
hendrerit nisl, quis elementum urna ligula quis nibh. Donec lorem nisi, rutrum id semper vitae, faucibus vitae dolor.
Cras pulvinar lectus a turpis aliquam sit amet laoreet dolor auctor. Suspendisse feugiat ultricies quam nec congue.
Donec pulvinar consequat iaculis. Suspendisse potenti. In pellentesque, enim vel aliquet venenatis, ipsum enim
malesuada velit, et consectetur orci elit ut dui.
Maecenas accumsan dui sit amet nunc dapibus euismod. Suspendisse enim sem, rhoncus at venenatis pharetra,
ultrices a justo. Curabitur at nisl augue, et vehicula ipsum. Mauris pretium metus eget libero scelerisque
consequat. Fusce convallis feugiat mattis. Maecenas tempus dui ut lectus cursus tincidunt. Nunc ante enim,
tempus eu pulvinar ut, tempor non purus. Integer massa nibh, vehicula eu convallis et, bibendum a dolor.
FUELED
Brand Guidelines
2.4 Feature Set Template
The areas of the contract are clearly dened making it easier for the end user
to nd the information they require. The contract takes on the same layout as
our brief and letterhead, standardising all documents.
Text should be set in 12pt Nudista Medium, and always
in black for legibility purposes.
An InDesign template has been created for the document and can be found
within the Fueled_Branding folder on Dropbox.
Document size: 215.9mm x 279.4mm
CLIENT NAME
Project Title
Prepared by Ryan Matzner
17 MAY 2012
Cover
DOCUMENTS AND/OR OTHER TERMS INCORPORATED IN THIS AGREEMENT
- Schedule A (Services/Charges)
- Schedule B (General Terms and Conditions)
GOVERNING LAW
State of New York
Note: For the avoidance of doubt, (i) this cover sheet and (ii) Schedule A hereto and (ii)
Schedule B hereto shall collectively constitute the Agreement as between the parties hereto.
Notwithstanding anything the contrary herein or otherwise, to the extent any term(s) in the
aforementioned documents conict in any way, Schedule B hereto shall at all times govern
and prevail in such event.
AGREED AND ACKNOWLEDGED:

DESIGN VACANCY, LLC d/b/a FUELED
By: ____________________________
Name: ____________________________
Title: ____________________________
Date: ____________________________
CLIENT LEGAL COMPANY NAME
By: ____________________________
Name: ____________________________
Title: ____________________________
Date: ____________________________

Provider is hereunder engaged by Client to render and agrees to
provide the following services (the Services) and the deliverables
set forth in Section IV - 1. herein (the Deliverables).
Content
NOTE: The title and any
supporting text should be
centrally aligned between the
bottom of the logo
and bottom of the cover.
FUELED
Brand Guidelines
2.5 Contract / Proposal Template
CLIENT NAME
Project Title
Page Description
01
FUELED
Brand Guidelines
2.6 Presentation Template Covers
We have created a set of presentation template
covers in order to oer some controlled variation
to what we present to a client. The designer can
choose at the time the style they wish to present
their work in based on the type of client. It may
be more appropriate to present a more corporate
style, or more of a fun creative style.
Only create presentation covers using the below
4 options.
Do not use the photography option if the chosen
photograph conicts with logo usage guidelines in
this document.
CLIENT NAME
Project Title
CLIENT NAME
Project Title
CLIENT NAME
Project Title
CLIENT NAME
Project Title
Fueled Grey
Fueled Light Grey
Fueled White
Photograph
The branding presentation document has been
designed to maximise the visual impact of our work.
Pages should be set out as shown on the examples
below so the focus of the page is on the visuals of
our work.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox.

Document size: 420mm x 297mm
CLIENT NAME
Project Title
Cover Content
FUELED
Brand Guidelines
2.7 Branding Presentation Template
CLIENT NAME
Project Title
Page Description
NOTE: The title and any supporting
text should be centrally aligned
between the bottom of the logo
and bottom of the cover.
The iPhone presentation document has been
designed to show the ow of UI designs as they
would appear in the App.
Pages should be set out as shown on the examples
to the right so the focus of the page is on the
visuals of our work.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox. Assets can also be
found in the folder for all phone images.
The template includes master pages set with
dierent ow lengths. So a document can be easily
tailored to the job.
The asset PSDs make it easy to ip between black
and white phone models. Allowing you to tailor the
phone to best suit the design of the interface.

Document size: (dependant on ow size) x 3376px
FUELED
Brand Guidelines
2.7 iPhone Presentation Template
CLIENT NAME
Project Title
Flow Name
The iPad presentation document has been designed
to show the ow of UI designs as they would appear
in the App.
Pages should be set out as shown on the examples
to the right so the focus of the page is on the
visuals of our work.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox. Assets can also be
found in the folder for all phone images.
The template includes master pages set with
dierent ow lengths. So a document can be easily
tailored to the job.
Also, the asset PSDs make it easy to ip between
black and white tablet models. Allowing you to tailor
the tablet to best suit the design of the interface.

Document size: (dependant on ow size) x 4200px
FUELED
Brand Guidelines
2.7 iPad Presentation Template
CLIENT NAME
Project Title
Flow Name
The Web presentation document has been designed
to show the the full page of a site.
Pages should be set out as shown on the examples
to the right so the focus of the page is on the
visuals of our work.
An InDesign template has been created for the
document and can be found within the Fueled_
Brand folder on Dropbox.
Pages should be adjusted to the height of the web
page by using the Page tool. This allows us to tailor
each page to the full design and showcase it in its
full entirety.

Document size: 420mm x (dependant on page size)
CLIENT NAME
Project Title
NOTE: The title and any supporting
text should be centrally aligned
between the bottom of the logo
and bottom of the cover.
Cover Content
FUELED
Brand Guidelines
2.7 Web Presentation Template
CLIENT NAME
Project Title
Flow Name
The blueprint presentation document has been
designed to eectively run the client through the
UX part of a specic job.
As this document is the blueprint for either a
mobile or web project a background texture has
been added to reect this.
An InDesign template has been created for the
document and can be found within the Fueled_
Branding folder on Dropbox.
Pages should be adjusted to the height of the web
page by using the Page tool. This allows us to tailor
each page to the full design and showcase it in its
full entirety.
Document size: 420mm x (dependant on page size)
CLIENT NAME
Project Title
NOTE: The title and any supporting
text should be centrally aligned
between the bottom of the logo
and bottom of the cover.
Cover Content
FUELED
Brand Guidelines
2.7 Blueprint Presentation Template
CLIENT NAME
Project Title
Flow Name
As you can see from the presenter examples we
strive to visually showcase our work to its fullest
potential.
Designing complimentary backgrounds to enhance
the design is part and parcel of the overall design
of the document.
Pages for the web deck should be adjusted to the
height of the web page by using the Page tool. This
allows us to tailor each page to the full design and
showcase it in its full entirety.
Document size: 420mm x 297mm
Mobile Deck - iPhone Branding Deck
FUELED
Brand Guidelines
2.8 Deck Template
CLIENT NAME
Project Title
Description
CLIENT NAME
Project Title
Description
Mobile Deck - iPad
Web Deck
FUELED
Brand Guidelines
2.8 Deck Template
CLIENT NAME
Project Title
Description
CLIENT NAME
Project Title
Flow Name
Each member of sta should set up their email
signature as shown. This is to retain consistency
across the whole company.
Details on how to set up your email signature
can be found @ wiki.fueled.com
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fermentum, ipsum ante hendrerit nisl, quis elementum urna ligula quis nibh. Donec lorem
nisi, rutrum id semper vitae, faucibus vitae dolor.
Thanks.
FUELED
Brand Guidelines
2.9 Email Signature
Rob Palmer
Lead Designer
Fueled
568 Broadway, 11th Flr | New York, NY 10012
o: +44(0)208.144.0052 | m: +44(0)789.406.4350 | fueled.com | @fueled | @branded07
Rob Palmer
Lead Designer
Fueled
568 Broadway, 11th Flr | New York, NY 10012
o: +44(0)208.144.0052 | m: +44(0)789.406.4350 | fueled.com | @fueled | @branded07
FUELED
website: http://fueled.com
email: hello@fueled.com
phone: +1.800.962.4587
address: 568 Broadway, 11th Flr | New York, NY 10012