The Brand Book - Thryv

The Brand BookVERSION 2.0 | OCTOBER 2019

1©2019 Thryv, Inc. All rights reserved.

The Brand BookThis guide includes all the important information about our

Thryv brand. It provides the guidelines and tools you need to

ensure we are properly representing Thryv the right way; as

a strong brand in the marketplace. Through communication,

visuals, and examples. We empower you to follow the brand

book to help lead you to be a true brand ambassador.

BRAND GUIDELINES | TABLE OF CONTENTS


Our Brand Architecture ______________________________________________1-13More Than A Logo _________________________________________________________________ 3& Our Purpose ______________________________________________________________________ 3 Our Purpose _______________________________________________________________________ 3 Who We Are ________________________________________________________________________ 4 What We Do ________________________________________________________________________ 5How We Do it _______________________________________________________________________ 5Why We Do It _______________________________________________________________________ 6Reasons To Believe _________________________________________________________________ 7How We Talk _______________________________________________________________________ 7Our Legacy __________________________________________________________________________ 8Brand Touchpoints _________________________________________________________________ 9It Takes A Village ___________________________________________________________________ 10Brand Categories __________________________________________________________________ 11Our Clients _________________________________________________________________________ 12Top Verticals _______________________________________________________________________ 13

Thryv _______________________________________________________________ 14-21Logo Usage _____________________________________________________________________ 15-18Clear Space ________________________________________________________________________ 19Initiative Logo Usage _____________________________________________________________ 20Lockups ___________________________________________________________________________ 21

Thryv Leads ________________________________________________________ 22-25Logo Usage _____________________________________________________________________23-24Clear Space ________________________________________________________________________ 25

The Real Yellow Pages _______________________________________________ 26-34Logo Usage _____________________________________________________________________27-29Clear Space ________________________________________________________________________ 30Secondary Logo Usage ___________________________________________________________ 31Secondary Clear Space ___________________________________________________________ 32Color Palette ______________________________________________________________________ 33The Real White Pages Logo _______________________________________________________ 34

Thryv Brand _________________________________________________________ 35-55 Color Palette __________________________________________________________________ 36-37 Fonts ___________________________________________________________________________ 38-39 Typography & Copy Styles ___________________________________________________ 40-42 Representing The Brand & Copyright ____________________________________________ 43 Photography ___________________________________________________________________ 44-46 Brand Angles ___________________________________________________________________47-48 Background Patterns _________________________________________________________ 49-50 Icon Illustrations __________________________________________________________________ 51 Product Imagery __________________________________________________________________ 52 Thryv Character ___________________________________________________________________ 53 Brand Voice & Tone ___________________________________________________________ 54-55

OUR BRAND | ARCHITECTURE


A Brand Is More Than A Logo Together our brand identity and strategy defines what Thryv stands for, a promise we make, and the

personality we convey. And while it includes our logo, color palette and slogan, those are only creative

elements that convey our brand. In order to maintain a strong brand, it is important to look past just a

logo and name. Who we are, what we do, how we do it, why we do it, our reasons to believe and how

we talk all play an integral role in creating a comprehensive understanding of the Thryv brand and

identity. Our brand lives in every day-to-day interaction we have with our clients and prospects. Our

brand strategy is the essence of how we represent ourselves.

Our PurposeSmall business owners struggle with the daily demands of running their business. At Thryv, we created

simple software to help them manage their time, communicate with clients, and get paid, so they can

take control of their business and be more successful.



Our Brand

Our Purpose

The Product

Voice & Tone

Believability

Representation

Target Audience

Powering America’s Entrepreneurs

In the face of complexity and change, we give small businesses the technology to thrive

All-in-one management software built for small business

Innovative, smart, bold, purposeful, empowering

The American Do-ersProgress-minded, resource-starved entrepreneurs who know they need

the right tools to thrive in today’s fast-paced world

Feature Benefits Competitive edge, time back

Client Benefits Control, confidence

The happy warrior (fighting for the little guy)

Run your business your way Unprecedented value Uniquely tailored for

small businessesEfficiently get found, stay

in touch and get paid Exceptional service

Who We Are A company committed to helping small businesses thrive.



What We Do Our promise is to connect local businesses with both loyal and new customers.

• We promise to connect you with both loyal and new clients – all in the palm of your hand

• The one resource that helps you compete against the national chains that are dominating the

software and digital landscape

• Transparency while delivering lasting and measurable results

How We Do It By providing tailored local business automation tools, so our clients can manage their

business efficiently.

• Automate and streamline your business with simple to use tools

• A dedicated team to help you every step of the way

• Simplify your business

• Paper to paperless environment

• Easy to use software as well as additional solutions


Why We Do It Running a business is hard, and small businesses need to protect and grow their business to thrive.

• With the internet, smart phones and the cloud, managing a business has changed

• To help local businesses win and retain their customers

• Help run our clients businesses more efficiently

• Give our clients back time to do what they love, running their business



Reasons To Believe Our local business knowledge along with efficient and proven solutions, saves our clients time, money and

frustration. We put business solutions in the palm of their hand.


• Exceptional Service

• Innovative Tools

• Save You Time

• Save You Money

• Anytime, Anywhere From

Palm Of Hand

• Stay Connected

• Long-term Relationships

• Transparency Proof Of Value

How We Talk We speak to our clients and prospects with simple, conversational, approachable,

collaborative and purposeful language.

• Simple but not boring

• Conversational but not chatty

• Approachable but not inappropriate

• Collaborative but not forceful


•

Our Legacy We’ve been around, in one form or another, for over 140 years.

From our beginnings as a yellow pages directory business, we continue to grow and evolve to

stay on the cutting edge of technology and meet the ever-changing needs of local business.

We’re confident we’ll continue to make a difference by supporting local business, across the

country, to help ensure they continue to succeed.


Brand Touchpoints In order to be efficient and

powerful in our brand, we need

to communicate in a clear,

consistent manner through all

of our touchpoints


OUR BRAND | BRAND TOUCHPOINTS

Advertising Banners Brochures Collateral

Corporate Identity Digital Media Direct Mail

Events Emails Email Signatures Employees

Internal Communication On-hold Messaging

Posters Print Ads Promotions Reports Sales

Social Media Stationary Training Powerpoint

Voicemail Webinars Websites


Truth Actions Price & Quality

Purpose Reputation Vision Design & Content

Value You Deliver

Logo & Tagline Community Customer Experience

People Position & Perception

Products & Services

It takes the entire villageProtect the Brand. Promote the Brand. How you present and represent yourself internally and externally matter.

OUR BRAND | OUR VILLAGE


Corporate

B2B Brands

Consumer Facing Brands

OUR BRAND | CATEGORIES

Transition


Our ClientsToday, local businesses have fallen behind in technology,

especially mobile. They’re still relying on paper and

outdated tools. The large, tech-savvy, national chains are

winning and the local businesses that can’t adapt could

lose their businesses even though their products and

services are competitive and maybe even superior.


OUR CLIENTS | TOP VERTICALS

Animal Services Auto Services Beauty Salon Business Services

Catering Child Care Services Cleaning Services Contractors Dentists

DJ Electrical Contractor Florist Government/Non-Profit Healthcare

Providers Home Improvement & Maintenance HVAC Services Insurance

Lawn Care Legal Services Locks & Locksmiths Moving & Storage

Home Services Pest Control Services Photography Plumbing

Real Estate Special Event Venue Veterinarians Wedding Consultant

Top VerticalsThese verticals make up 85% of our existing clients of Thryv and other products, in addition targeted verticals

for our Ideal Client Profile. These are not the only vertical options to target, just the top verticals today.


THRYV® | LOGO USAGE


Primary Thryv Logo

The Thryv logo is the most

important component of

our brand and illustrates the

sophisticated, forward-thinking

nature of our company and

our product.

The lowercase typeface is

both approachable and casual,

allowing us to connect more

easily with our target.

The arrow design element

represents the growth and

prosperity of local business

that our product and

services advocate.



Thryv Logo - With Tagline

Our tagline is an expression of

our brand — a short, memorable

phrase that is the essence of our

brand promise and captures our

commitment to making an impact.

• The Tagline Signature is the lockup that presents our tagline with our Thryv logo.

• The distance between the tagline and logotype is the width of the “t” stem.

• The tagline should not be presented by itself without the logo.

• Logo with tagline can be used based on best judgment

• Do not manually type the Tagline Signature, always use the artwork files that are provided.



Logo Usage

The Thryv logo is available in

two main configurations —

with and without our tagline.

The primary logo contains the

Thryv mark in Thryv Orange

and Black. The primary logo

should be used in most

touchpoints.

Secondary logos include

variations of color for use on

black or colored backgrounds.

These versions should only be

used in cases where it is not

possible to use the preferred

full-color versions.

Primary Logo

Inverse Logo

Reversed Logo

Black Logo

Primary Logo with Tagline

Inverse Logo with Tagline

Reversed Logo with Tagline

Black Logo with Tagline



Unacceptable Logo Usage

The Thryv logo should not be altered in anyway to maintain the integrity of the brand. Here are some examples of

ways the logo should not be used.

DO NOT rotate the logo.

DO NOT squash or stretch the logo.

DO NOT place elements in logo clear space.

DO NOT resize any part of logo.

DO NOT add drop shadows.

DO NOT add additional text styles and effects.

DO NOT contain the logo in a box when used on a background.

DO NOT use off change the colors of the logo.

DO NOT outline logo elements.

DO NOT remove elements of the logo.

DO NOT place logo on a non-complementary

background.

DO NOT apply a transparency to the logo.

Text Title

THRYV® | CLEAR SPACE


Clear Space

To ensure legibility, always keep

the required clear space around

the logo. This space isolates

the mark from any competing

graphic elements like other logos

or body copy.

The minimum clear space is

defined as the height and width

of the “h”. Regardless of logo

size the clear space should be

maintained.

Thryv Initiative Logos.

When appropriate the Thryv

Logo can be locked up for

approved internal or external

initiatives. Examples of this are

the Thryv Foundation, Thryv

Town and Thryv University.

This treatment must apply

the same styling, spacing and

usage restrictions as the

Thryv and Thryv Leads logo.


THRYV® | INITIATIVE LOGO USAGE

Thryv Lockups

When necessary to have text lockup with the Thryv Logo, the following guidelines must adhered to. These lockups can be

used for conferences, corporate initiatives and partnerships. Any time a lockup is used it must be provided and approved

by branding. No other lockups are allowed.


THRYV® | LOCKUPS

The Thryv Clear Space must be maintained.

For the text lockup only use Open Sans

font family.

Divider line should be the height of the

Thryv logo + half height of the h.

Text and line colors should always be either

Black or Thryv Night.

Life In The SaaS LaneConference


THRYV LEADS™ | LOGO USAGE


Thryv Leads Logo

The primary logo contains

the Thryv mark in Thryv

Orange and black with

Leads in lowercase in Thryv

Orange. The primary logo

should be used in most

touchpoints.

The arrow design element

represents the growth and

prosperity of local business

that our product and

services advocate.


variations of color for

use on black or colored

backgrounds. These versions

should only be used in cases

where it is not possible to

use the preferred full-color

versions.

Inverse Logo Reversed Logo Black Logo



Unacceptable Logo Usage

The Thryv Leads logo should not be altered in anyway to maintain the integrity of the brand.

Here are some examples of ways the logo should not be used.

DO NOT rotate the logo.

DO NOT squash or stretch the logo.

DO NOT place elements in logo clear space.

DO NOT resize any part of logo.

DO NOT add drop shadows.

DO NOT add additional text styles and effects.

DO NOT contain the logo in a box when used on a background.

DO NOT use off change the colors of the logo.

DO NOT outline logo elements.

DO NOT remove elements of the logo.

DO NOT place logo on a non-complementary

background.

DO NOT apply a transparency to the logo.

Text Title



Thryv Leads Clear Space and Usage

The clear space around the logo

should be the width and height of

the “h.”

• Thryv Leads has a unique logo, and its logo treatments should not be used in copy.

• When using the Thryv Leads name in copy, capitalize the “T” in Thryv and the L in Leads.

• Thryv Leads has a Service mark, and the mark “SM” should always appear at the first mention in copy, superscripted after the s in leads. Once noted, the mark does not need to be used at every instance.

• Leads should be left aligned with the t in Thryv. With the same vertical spacing distance of the arrow bottom to the top of the r, y and v.


THE REAL YELLOW PAGES® | LOGO USAGE


The Real Yellow Pages Primary Logo

The Real Yellow Pages logo is the most important component of our print brand. The angled typeface is both

approachable and casual, allowing us to connect more easily with our consumers.



The Real Yellow Pages Logo - With Tagline

The Real Yellow Pages tagline “The Original Search Engine®” tagline is an expression of the print brand

and has its own registration mark.

®

The Tagline is the lockup that presents

the tagline with our The Real Yellow Pages logo.

The Tagline should not be presented by itself

without the logo.

Logo with Tagline can be used based on

best judgment.

Do not manually type the Tagline, always use the artwork files that

are provided.


Logo Usage

The Real Yellow Pages logo

is available in two main

configurations — with and

without our tagline.

The primary logo should be

used in most touchpoints.


variations of color for use on

black or colored backgrounds.

These versions should only be

used in cases where it is not

possible to use the preferred

full-color versions.

Primary Logo

Inverse Logo

Reversed Logo

Primary Logo with Tagline

Inverse Logo with Tagline

Reversed Logo with Tagline

THE ORIGINAL SEARCH ENGINE®

®



®

Clear Space

To ensure legibility, always keep the required clear space around the logo. This space isolates the mark from any

competing graphic elements like other logos or body copy. The minimum clear space is defined as the height and width of

the “P”. Regardless of logo size the clear space should be maintained.

THE REAL YELLOW PAGES® | LOGO CLEAR SPACE


Secondary Logo

When the primary logo is not appropriate, or when space is restricted, the secondary version of the

logo should be used.

Inverse Logo Reversed Logo

THE REAL YELLOW PAGES® | SECONDARY LOGO USAGE


Clear Space

To ensure legibility, always keep the required clear space around the logo. This space isolates the mark from any

competing graphic elements like other logos or body copy. The minimum clear space is defined as the height and width of

the “P”. Regardless of logo size the clear space should be maintained.

THE REAL YELLOW PAGES® | SECONDARY CLEAR SPACE

The Real Yellow Pages Color Palette

Color is paramount in our

brand’s recognition. Please

use this selected brand palette

in order to maintain a readily

identifiable identity.

Thryv NightPantone 425 C CMYK 0, 0, 0, 80RGB 77, 77, 77 Hex # 4D4D4D

Print YellowPantone Yellow CCMYK 0, 10, 100, 0RGB 255, 230, 0 Hex # FFDD00

Thryv CornflowerPantone 288 C CMYK 100, 80, 6, 32 RGB 61, 81, 153 Hex # 3D5199

BlackProcess Black C CMYK 0, 0, 0, 100 RGB 35, 31, 32Hex # 000000

THE REAL YELLOW PAGES® | COLOR PALETTE



THE REAL WHITE PAGES® | LOGO USAGE

The Real White Pages Primary Logo

The Real White Pages logo is a important component of our print brand. The angled typeface is both

approachable and casual, allowing us to connect more easily with our consumers.


Thryv BrandTo maintain and strengthen the Thryv brand, visual identity

elements that are essential to our brand. The look-and-feel of the

Thryv identity — include logo color palette, typography and imagery.

Our Colors - WEB






While it is our primary color, a

little orange goes a long way.

It’s good for grabbing attention

and leading the eye. Orange

is great for headlines, buttons

and calls-to-action. Blue is

better for user interface and

background color.

COLOR PALETTE | WEB


Thryv OrangeRGB 255, 80, 0Hex # ff5000

Thryv SapphireRGB 83, 120, 252 Hex # 5378FC

Thryv CornflowerRGB 61, 81, 153 Hex # 3D5199

Thryv NightRGB 77, 77, 77 Hex # 4D4D4D

BlackRGB 35, 31, 32Hex # 000000

Thryv CloudRGB 236, 238, 241 Hex # ECEEF1

Thryv SteelRGB 128, 128, 128 Hex # 808080

Primary

Secondary

Our Colors - PRINT






While it is our primary color, a

little orange goes a long way.

It’s good for grabbing attention

and leading the eye. Orange

is great for headlines, buttons

and calls-to-action. Blue is

better for user interface and

background color.

Thryv OrangePantone Orange 021 CCMYK 0, 83, 100, 0

Thryv SapphirePantone 285 CCMYK 90, 48, 0, 0

Thryv CornflowerPantone 288 C CMYK 100, 80, 6, 32

Thryv NightPantone 425 C CMYK 0, 0, 0, 80

BlackProcess Black C CMYK 0, 0, 0, 100

Thryv CloudPantone 7541 C CMYK 0, 0, 0, 1a0

Thryv SteelPantone Cool Gray 7 CCMYK 0, 0, 0, 50

Primary

Secondary

COLOR PALETTE | PRINT


TYPOGRAPHY & COPY | FONTS


Typography

Is another valuable component

in representing a unified visual

identity across all mediums.

The Open Sans typeface is

our brand’s primary typeface

and should be used on all

communications when possible.

A BCDEF GHI JK LMNOPQR S T U V W X Y Z abcdefghi jk lmnopqrs tu v w x y z 123 456789 0

ABCDEFGHI JKLMNOPQR S TUV W X Y Z abcdefghi jk lmnopqrs tuv w x y z 123 456789 0

ABCDEFGHI JKLMNOPQRSTUV W X Y Z abcdefghi jk lmnopqrs tuv w x yz 1234567890

ABCDEFGHIJKLMNOPQR S TUV W X Y Z abcdefghi jk lmnopqrstuv w x y z 12 3 4 56789 0

ABCDEFGHIJKLMNOPQR S TUV W X Y Z abcdefghijklmnopqrstuv w x y z 12 3 4 5 6789 0

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghi jk lmnopqrstuv w x y z 123 45678 9 0

ABCDEFGHIJKLMNOPQR S TUV W X Y Z abcdefghijklmnopqrstuv w x y z 123 4 56789 0

Open Sans Light

Open Sans Regular

Open Sans Italic

Open Sans Semibold

Open Sans Bold

Open Sans Bold Italic

Open Sans Extrabold

Open Sans

Limited Use - For Oversized Font Use only.

Secondary Typeface

In the instances when Open Sans

is not available, the following

universal Arial fonts should

be used.

Note: Arial Narrow and Arial

Narrow Bold are not universal

fonts and should not be used.

Unacceptable Typography Styles

The representation of

branded materials

should be consistent to

our brand. The following

alterations/styles should

not be used.

TYPOGRAPHY & COPY | FONTS


ArialABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghi jk lmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghi jk lmnopqrs tuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghi jk lmnopqrstuv w xyz 1234567890

Arial Regular

Arial Italic

Arial Bold

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghi jklmnopqrstuv wxyz 1234567890

Arial Bold Italic

DO NOT use unapproved fonts

DO NOT fill headline with a gradient

DO NOT outline type

DO NOT alter or stretch type

Headlines

Headline Headlines

TYPOGRAPHY & COPY | STYLES

TT


Superscript/SubscriptSuperscript settings are set as shown here. Set all superscripted type as Open Sans Regular regardless of the type style in the line or paragraph. The exception is in footnotes. Do not use superscripting in footnotes, as it would cause the superscripted type to be too small.

In Preferences > Advanced Type Settings > Character Settings Superscript: Size 50%; Position 38% Subscript: Size 65%; Position -19%

BulletsSet bullets in the Open Sales Regular font with the color set to Thryv Night (80% Black). Alignment: Left Left Indent: 0.125 in First Line Indent: -0.125 in Tab Position: 0.125 in

• Lorem ipsum dolor sit amet, consectetuer andum1

• Morbi ullamcorper pede eu odio2

Footnote/LegalFootnote numbers should be listed numerically (1.) List the footnotes in the following order: 1. Footnotes numeric notations (2) 2. Footnotes with asterisk (*) 3. Line Space 4. Terms and Conditions Apply 5. ©2019 Thryv, Inc. All rights reserved.

LeadingLeading describes the vertical space between each line of type. For legible body text that’s comfortable to read, make sure your leading value is greater than the font size; anywhere from 5-8 pts.

KerningKerning describes the act of adjusting the space between characters to create a harmonious pairing. For example, some letter combinations require the kerning to be increased or decreased.

Tracking Relates to the spacing of all characters and is applied evenly. The space between characters can be tightened to some degree and not be set more than -20. Be sure to put a minus value in for letter tracking depending on the type size, especially large type.

Text Wrapping (Hyphenation)Do not use hyphens to split words onto two lines, even compound modifiers that require a hyphen. Instead, soft return the entire word or term to the next line.

TT DO NOT have letters that are touching one another

DO adjust the kerning to separate the letters so they are equal distance apart with all other letters in the word/paragraph.



Headlines Should be set in Open Sans Regular for better legibility. They should be left-or center-aligned. When appropriate Open Sans Light can be used sparingly for shorter headlines in large scale. Capitalization should be initial caps only.

Main Subheads The main subhead immediately follows the head-line, if clarification is required. Bold, all caps may be used but must be substantially smaller than the headline text size.

Body Subheads Subheads introducing the next section of body copy should be bolded and slightly larger point size than the body copy it introduces. A separate color may be utilized if emphasis is required.

Body Copy Should be Open Sans Regular. Common sizes for body copy can vary between 9 pt. and 12 pt. but should remain consistent within any par-ticular treatment. Paragraph spacing should be .125–.1875 pt.

Words of Emphasis If utilizing a single-color headline, words of emphasis in headlines can be semibold or bold. Black headlines or white headlines use orange to highlight words of emphasis if the font weight remains consistent.

Within body copy, bolding can be used to highlight a word or phrase. Color should remain consistent throughout body copy.

Emphasis should be limited to one word or phrase in a headline and should be used sparingly within body copy.

Bulleted Lists Bullet size may be the same size as text or slight-ly larger for emphasis. Paragraph lines should left align with the first letter of the paragraph — not the bullet or text box.

Calls-to-action Should be Open Sans Regular, color, sentence case and 4–5 points larger than the body copy. Color may be either used for the entire line or to a single point of emphasis (should be reserved for a single website or phone number).

Mousetype 6–7 pt. Open Sans Regular.

Infographics and Lock-ups Certain graphic arrangements of text may require use of bold, extra bold and/or all caps. These are not considered headlines. In a justified arrangement, sentence case may not be required.

UNDER PROMISEOVER DELIVER

Give your business an advantage.

Give your business an advantage.

Visit thryv.com to get started.



Copyrights, Registration Marks, Trademarks and Service Marks • Place marks appropriately within the entity name.

For example: Thryv® all-in-one management software built for small business.

• The ©, ®, TM and SM must be used with the first mention in titles, headlines or body copy.

• Superscript all of these marks. For example: Thryv Leads™ and Thryv®.

Punctuation Use Exclamation points (!) and Semicolons (;) sparingly.

Acronyms • On the first reference, use full names with the acronym following

in parentheses: Customer Relationship Management (CRM)

• After the first mention, use only the acronym

Bullets

• For complete sentences, periods should be placed at the end of each sentence.

• There should be no periods at the end of sentence fragments.

• Maintain consistency (style, grammar and punctuation).

• Bullets may be in the color of the text or in Thryv Orange for extra visual emphasis.

Numbers • From zero to nine, spell out.

• Use numerals for 10 and above.

• For a series or in the same context, use numerals. For example, 24/7.

Dates and Times

Use Not

$7 $7.00

First 1st

Second 2nd

Third 3rd

Number #

Use Not

February Feb.

Wednesday Wed.

June 6, 2019 6/6/2019

October 2019 October, 2019

8 p.m. 8:00 p.m.

Representing the brand in copy.

Unique logos should never be

used in copy.

Registration, trademarks, service

marks should always appear

at the first mention in copy,

superscripted after the last

character in the brand name.

Once noted, the mark does not

need to be used at every instance.

When referencing a brand url in

copy, use lowercase only and do

not include www.

Copyright

Branded material should alway

have the official copyright

displayed as follows: ©2019 Thryv, Inc. All rights reserved.


TYPOGRAPHY & COPY | REPRESENTING THE BRAND

COPY MENTIONS WEBSITE MENTIONS

Thryv, Inc.® corporate.thryv.com

Thryv® thryv.com

Thryv LeadsSM thryv.com/leads

SyncSM powered by Thryv -

The Real Yellow Pages® therealyellowpages.com

Yellowpages® yellowpages.com

Superpages® superpages.com

DexKnows® DexKnows.com

DexYP® -

OUR PHOTOGRAPHY | CLIENT


COMING SOON

Client PhotographyTo represent ourselves in a differentiated way in the marketplace,

the use of stock photography should be limited. When possible the

use of real client photos, statements, and testimonials should be used

in representing Thryv.

OUR PHOTOGRAPHY | STYLE


Photography

Photography is a key ingredient

in helping our customers identify

with our company. Photos of

Thryv customers should be in the

environment where they interact

with our product. Subjects should be

at ease and happy in their work and

their interaction with our product

and services.

DO NOTUse subjects that seem to be posing or looking into camera and not interacting with product. Also avoid photos with colors that have a sterile tone and feel “stocky.”

DO NOTUse subjects utilizing outdated technology.

OUR PHOTOGRAPHY | OVERLAY


Overlays

A night overlay may be used over

photography in order to make text

more readable when placed over

complex images.

Using a Night overlay, set the layer

to Multiply at an opacity of 30-70%,

depending on image complexity,

contrast or how readable the text is.

A black-to-white gradient can also be

added to further darken areas beneath

text with layer should be set to Multiply

at an opacity of 60-100%.

DO NOT set overlay opacity too high that it

makes the image illegible.

DO NOT use additional colors to create the overlay.

DO NOT apply a overlay to an image when text is not present.

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Lorem ipsumLorem ipsum

BRAND DESIGN | PRIMARY ANGLE


Give your business an unfair advantage.THRYV IS THE ONLY [MOBILE ALL-IN-ONE SOFTWARE SOLUTION] YOU’LL EVER NEED.

Take advantage of Thryv today.

DO use Thryv colors for flat shapes.

DO use angled boxes to frame photos.

DO NOT change, duplicate or exaggerate the angle.

Primary Angle

While not required, angled

boxes and bars can be added

to a layout to give it more

energy, to frame a photo, to

hold text or to divide a page. A

consistent horizontal angle of

4.5° should be maintained to

coincide with the angle of icon

in the Thryv logo.

BRAND DESIGN | SECONDARY ANGLE

DO use Thryv colors for flat shapes.DO use angled boxes to frame photos. DO NOT change or exaggerate the angle.


Give your business an unfair advantage. START NOW

Take advantage of Thryv today.

Secondary Angle

An angled vertical edge may

also be used in horizontal

layouts when the horizontal

angle does not work or to give

the layout a more dynamic

feeling than a standard straight

edge. This angle should be at

22.5° vertical angle to coincide

with the angle of the “v” in the

Thryv logo.

BRAND DESIGN | BACKGROUND PATTERN

DO use the pattern at an angle very distinct from the Thryv angle.

DO NOT use the pattern at an angle similar to the Thryv angle.


Primary Pattern

The background pattern is

an abstract set of diagonal

angled lines. The shapes

within the pattern should

never be angled in the same

or near the same angle as

the Thryv logo angle.

DO NOT use the pattern in combination with the Thryv angle.


DO NOTUse the pattern at a different angle from the Thryv logo.

DO Use the pattern at the same angle as the Thryv logo.

Website header

Website header with graphic

Pattern

BRAND DESIGN | BACKGROUND PATTERN

Secondary Pattern

The background pattern is a

transparent gradient set of

triangles based off the Thryv

arrow. The shapes within the

design should be at the same

angle as the Thryv logo.

BRAND DESIGN | ICON ILLUSTRATIONS


Our Icons

Icons are an essential element of illustrating our product’s benefits and the range of services Thryv provides. Primarily the

icons should be represented using Thryv Night with Thryv Orange highlights. Icons are also available in reverse white for

use on brand colored backgrounds.

Customer Relationship Management

Sales & Payments

Customer Communication

Appointment Booking

Marketing Automation

Online Presence

Document Storage & Sharing

Social Media

Reputation Management

BRAND DESIGN | PRODUCT IMAGERY


Our Product Imagery

When possible, place screenshots within an appropriate modern device. Callouts and lone screenshots

should be placed within a 1 pt. cloud keyline. Drop shadow should be 30% black.


Thryv CharacterThe Thryv Character should be used sparingly. It is not meant to replace

or represent our brand. When possible product images and visuals,

icons, and client images should be used where possible.

The Thryv Character is represented in our previous TV Advertising

Campaign and has become an internal cultural builder.


Brand VoiceCommunication is a very important aspect of any brand. The way

we communicate sets the tone for how our clients feel about us.

Our voice consists of both messaging and tone. These two aspects

come together to create an effective strategy when speaking to our

clients and prospects. Our goal is to create clear and consistent

messaging that reflects our brand personality.

BRAND VOICE | TONE


Voice The “voice” we use to communicate with clients and prospects is an important part of our brand. The voice and tonality should be consistent and compelling.

Simple We want to keep our solutions, processes and reporting simple and transparent for our clients to understand. We want to refrain from “internal speak or jargon,” using simple sentences. We want to make it easy for businesses to work with us.

Approachable We want clients/prospects to feel as if we are friendly and easy to talk to, so they understand and connect with us.

Collaborative We work with our clients to find out what they want and/or need and take necessary steps to either make decisions for them, or educate them as much as possible.

Purposeful Make sure everything we do and say is intentional. We should put thought into our words and actions, but remember to keep things simple.

Conversational Have a casual dialogue to learn about our clients’ and prospects’ needs. Respond to questions in a helpful, caring way making the person feel at ease.

Telling Our Story Through our story show our clients how their lives will be better by using our products or services. Make the story about them: how they can succeed and fulfill their business goals. Aim to evoke an emotional response when conveying our story.

Give A Call To Action As you tell our story, convey to your clients what we want them to do—call, email, register, get more information, etc. The call to action should be specific, timely and an easy next step.


Brand ExecutionEstablishing a strong and consistent first impression is very

important in reflecting our brand. In this section we will explore

how our brand is executed as outlined in the following pages.

Documents

The Brand Book - Thryv