Our Brand
Grab your goggles, because we're about to go DEEP
Our Position
Deep dive deals gives people bragging rights by delivering a fun, surprising shopping experience that is never the same.
Archetype
The Jester
“If I can’t dance, I don’t want to be part of your revolution.”
Voice
How our values translate to brand voice
We are fun
Humorous, fun
Delight our fans
Expressive, inclusive
Never sit still
Creative, energetic
Our Voice
How we connect with our stakeholders
Fun
- “You never know what is going to be in the bins.”
- “Cardi B. Is not too high-end, is fun, and is approachable."
- “When you get a really good deal on something, there is an element of fun and surprise.”
Adventurous
- “We help people find things they didn’t know they wanted.”
- “I can’t believe I found this!”
- “We don’t sort through our inventory and take anything out, so people can actually find great stuff.”
- “The experience is like a treasure hunt.”
Dynamic
- “Our pricing changes by the day of the week.”
- “We are not a standard shopping experience.”
- “Our inventory changes so you never know what you are going to get.”
Our Logo
The Symbol(s) of our Brand
Primary Lock-Up When not constrained by a horizontal format, the logo should be shown vertically. The color may be changed according to it’s application.
Secondary Lock-Up When constrained to a horizontal format such as in signage, use the horizontal version of the logo. This version should be used primarily in Receipt White on a Deep Dive Blue background.
Clear space
To control spacing dynamics, proper clear space should be maintained around the logo between it and other graphic elements. Use the width of the capital “D” to designate a clear space buffer around the logo. This method for establishing clear space applies to all variations of our logo.
Logo Don’ts
Don’t you dare
Don't use unauthorized colors
Don't adjust letter spacing
Don't use the logo as a photo mask
Don't tilt the logo
Don't combine brand colors or use backgrounds with low contrast
Don't append an alternative tagline to the logo
Don't warp or distort the logo in any way
All Logo
Variations
Color
The hues of a great deal
Deep Dive Blue
- Hex #001AC8
- RGB 0, 26, 200
- CMYK 93, 86, 0, 0
- Pantone 286 C
Solid Black
- Hex #000000
- RGB 0, 0, 0
- CMYK 75, 68, 67, 90
- Pantone Black C
Clean White
- Hex #ffffff
- RGB 255, 255, 255
- CMYK 0, 0, 0, 0
- Pantone Bright White
Tranquil Turquoise
- Hex #49D9B0
- RGB 73, 217, 176
- CMYK 59, 0, 44, 0
- Pantone 333 C
Sunny Salmon
- Hex #F05454
- RGB 240, 84, 84
- CMYK 0, 82, 64, 0
- Pantone 178 C
Good Deal Yellow
- Hex #CDFF5E
- RGB 205, 255, 94
- CMYK 23, 0, 82, 0
- Pantone 379 C
Sky Blue
- Hex #69ADF8
- RGB 105, 173, 248
- CMYK 53, 23, 0, 0
- Pantone 284 C
Sunset Blurple
- Hex #545DEC
- RGB 84, 93, 236
- CMYK 74, 67, 0, 0
- Pantone 2726 C
Typography
HEADINGS: MUSEO SANS CONDENSED 900 ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Download ↓SUBHEADS: MUSEO SANS CONDENSED 300 ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Download ↓BODY: ARBORIA BOOK
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Download ↓Deep Dive Deal
Patterns
Splish, splash
The Diver
How to use
All this good stuff
Merch use outlined illustrations or monochromatic Deep Dive Blue to make an impact
Merch use outlined illustrations or monochromatic Deep Dive Blue to make an impact
Social don't be afraid to let our brand elements interact with still photography in fun and innovative ways
Emails utilize the bold color palette and simple template design for attention grabbing messages
