Step-by-Step

The Waltz Brand is designed with much deliberation, consideration and care. It is not just a logo, a name or a color palette. It is more like a symphony or song orchestrated through words, graphics, typography and color to evoke an emotion that resonates with our stakeholders.
So we are all in-step, it is important to understand the Waltz Brand, the identity system and follow best practices and guidelines to ensure our marketing materials always resonate.

Color Palette

PRIMARY

Creative Cloud Library

Black
#000000
RGB: 0, 0, 0
CMYK: 0, 0, 0, 100

Neon Yellow
#EAFF00
RGB: 234, 255, 0
PMS 923 (neon)
PMS 379C/387U

White
#FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0

Rich Black: When possible, the Waltz logo should print in rich black. Exceptions are cases where a stroke is below 1pt or type is smaller than 10pt. When printing professionally, check with the printer for their recommended breakdown.

Yellow should always be printed in Pantone neon when possible. When it’s not visually favorable to use an alternate color from the Waltz palette, the noted non-neon solid or bridge Pantones may be used.

SECONDARY

Mint
#B5E3D8
RGB: 181, 227, 216
PMS 573

Aquamarine
#00B2A9
RGB: 0, 178, 169
PMS 326

Periwinkle
#6F7BD4
RGB: 111, 123, 212
PMS 2124C/2116U

Plum
#514163
RGB: 81, 65, 99
PMS 4126C/3555U

Bubblegum
#EF95CF
RGB: 239, 149, 207
PMS 223

COLOR COMBINATIONS

The following are acceptable combinations using the Waltz color palette. Contrast should always be taken into account during color selection for legibility and accessibility.

Typography

STANDARD

GT Flexa is the Waltz company typeface.

GT Flexa is a key element in the Waltz brand. It is a variable typeface that embraces the idea of a fluid design space. As a dynamic tool, it allows for fully responsive designs and movement. The broad range of possibilities results in an extensive typographic system with a distinctive personality.

Type Specimen

GOOGLE

Poppins
Chivo

Graphic Elements

Graphic Elements on Google Drive

RRR ICONS

Rally flag

Revive jumper cables

RRR type

RRR type

MANTRA ICONS

SERVICE ILLUSTRATIONS

Brand Identity & Strategy

Websites & Interactive

Advertising & Campaigns

Graphic Design & Marketing

Multimedia & Video

Content & Storytelling

SPOTLIGHTS

STRIPES

Resource Images on Google Drive

The stripes provide visual movement that loosely relate to “the dance.” They are not limited to the versions shown here, but should always have a similar visual weight and should be bold and dynamic, tying the brand together.

Photography

Photos on Google Drive

The brand calls for thoughtful use of photography with an emphasis on process and collaboration. Texture and color are modified to create a consistent look across the brand. However, portfolio images should remain unstylized in order avoid distracting from the work.

Writing sticky notes at whiteboard
Meeting at the conference table
Notebooks and discussion at desk

Templates

The following templates are available for staff to use for internal and external communication.

Access them via our Google Shared Drive:

  • Navigate in browser to where you want to save the new Doc/Sheet/Slide
  • Select New > Type of Document > From a Template
Waltz Digital Letterhead

Letterhead

Waltz Meeting Agenda

Meeting Agenda

Waltz Estimate

Estimate

Brand Voice

The Waltz Creative brand voice is summed up in four words: Clever, Approachable, Plucky, Enthusiastic

Here is what that means for the Waltz brand personality –
Clever

We have an insatiable thirst for knowledge and are quick on our feet.

Approachable

Hospitality and warmth is our nature. It’s a better day if you like who you work with.

Plucky

We’re small but mighty. We persevere no matter the obstacle or challenge.

Enthusiastic

We embrace ideas with gusto and positivity. Abundance triumphs scarcity.

Here is what that means for the Waltz brand voice –

CLEVER

We are smart without being braggy. Our voice uplifts our clients instead of talking down to them.

Examples:

  • A brand is much more than a logo and visual identity or the products and services you provide. Brands are defined by what clients and prospective clients believe a company does, the value it provides and how they feel about it.
  • No matter how beautiful the work is, if it doesn’t resonate with your audience, you won’t deliver on your objectives. We craft meaningful messages through touch points that reach and resonate with your audience.
  • Branding projects and marketing campaigns begin with a discovery workshop. This discovery informs our brand/campaign brief and serves as a roadmap throughout the project. It keeps everyone working toward the same vision and goal and is instrumental in delivering compelling, effective results that will have your stakeholders cheering.

APPROACHABLE

We are the experts, but we’re also casual and down to earth. Our voice is easy to understand and is often funny!

Examples: 

  • Changing your company’s name and brand identity takes courage and a little hand-holding.
  • Peanut butter and jelly. Macaroni and cheese. Tacos and Tuesdays. Some things are just better together.
  • This led Kathy to lobby for potential new names and snagging URLs just in case.
  • As part of this rebranding journey, we did some navel-gazing.

PLUCKY

We know the meaning of hard work. Our voice encourages our clients that anything is possible when you have grit and a willingness to learn.

Examples:

  • Whether you have two cooks in the kitchen or 12, everyone needs to unite behind the same vision and strategy, if you want to achieve your goals. 
  • Founder Kathy Schipper fostered an incredible culture based on mutual respect and support, not big egos or excuses. I quickly realized that this foundation influences how everyone at Waltz comes to work, every day. Our clients see this too – it’s what leads them to continue to place their trust in us year after year.
  • We love creating new brands and rebranding, but we are also expert brand fixers and shepherds.

ENTHUSIASTIC

We radiate positivity and are excited to find solutions for our client partners. Our voice helps solve our clients’ biggest challenges instead of focusing on them.

Examples:

  • When change is needed, our work starts. Whether you are building a brand from scratch or need a boost to stay fresh and relevant, we are here to help you shine.
  • When you partner with Waltz, we have the time and space to immerse ourselves in your business and culture. We become one of you. We listen to and learn from you but also draw from our experience in a wide variety of industries.
  • The collaboration between our teams has resulted in truly incredible work that catapulted Syngenta ahead of the competition, and nothing makes our hearts sing more than that!

DANCE METAPHORS

The Waltz brand voice inserts branded phrases occasionally to connect to the larger brand theme of “waltz” as a dance metaphor. Here are a few examples:

  • The idea of partnering for a beautiful dance fits us. So much of our success lies in how we partner with our clients. We go toe-to-toe and, with practice, pull off some amazing performances.
  • We’ve spent years perfecting what we do, and that’s why it flows so well, after all… no one wants to be embarrassed on the dance floor.
  • Get into the Groove
  • It Takes Two to Tango
  • Spring of 2020 she shared a new name – Waltz – excitement began to build… soon it was time to dance.

STAYING POSITIVE

Here is an example of how keeping our brand voice upbeat and positive, instead of cynical or negative, makes all the difference in how an idea comes across.

BEFORE

At Waltz, we firmly believe that what a project “looks like” in the end doesn’t really matter if the goal is not met. This means prioritizing the outcome over the output. We ask ourselves, is this design effective? A gorgeous landing page without a strong call to action is useless at driving conversions. An impressive event booth design falls flat if conference-goers can’t figure out what you’re selling in the short time it takes them to walk by.

AFTER

At Waltz, we firmly believe that what a project “looks like” in the end doesn’t really matter if we miss the goal. This means prioritizing the outcome over the output. We ask ourselves, is this design effective? A gorgeous landing page is only powerful when it contains a strong call to action that drives conversions. An impressive event booth design is just a pretty picture unless conference-goers can figure out what you’re selling in the short time it takes them to walk by.

OTHER DETAILS

  • Do not use serial commas, aka Oxford commas. If the sentence is confusing without a serial comma, rewrite it. 
    • Correct: Our approach is thoughtful, helpful and based on our expertise.
    • Incorrect: Our approach is thoughtful, helpful, and based on our expertise.