IXD103 Wk7:- Etsy Brand Guidelines

With my new found knowledge about brand guidelines, I created a Brand Guideline for Etsy as I realised that they didn’t already have one.

 

Mission and Vision:

We aim to provide a safe community where sellers can sell and customers can buy. It gives our sellers a place to start on their enterprise and we provide them with as much support as possible. We believe in our sellers and the quality products/service that they may be selling as we at Etsy believe that anything can be sold. We also really care about our customers/shoppers, we aim to provide them with a positive shopping experience from the start to finish. Etsy is a place where people from all over the world can connect over what they may have in common. We are not just a community but we are a family.

 

Tone of Voice:

  • Reliable and dependable
  • Excellent customer service
  • Different from other online stores
  • Trustworthy sellers
  • Original products
  • Innovative ideas
  • Creators marketplace

 

Target Audience:

Etsy has two audience type that they try to appeal to

1)Etsy can be used by any seller with a quality product or service that they have, it is a place for them to get their start and build a client base.

2)Etsy is also for customers to find products that they love

 

Word Bank:

  • Unique
  • Trustworthy
  • Innovative
  • Original
  • New
  • Creative

 

Personality:

Etsy is for anyone and everyone. We don’t limit our sellers, we let them run wild with their ideas, if they can dream it, then its possible. same for our customers, we provide almost anything that they can think of. We are trustworthy and a reliable brand that puts its customers and sellers first. We aim to be cheerful, creative and original. We are for the quirky and for the ordinary!!

 

Colour:

Etsy has two colours that they use interchangeably, these are orange (hex code #EA5910) and white (hex code #FFFFFF). Black (hex code #000000) is used for the typography on the webpage. Different shades of blue are sometimes used to help add some more depth.

White is usually used for the background while orange is used to display the name and to highlight important sections that they want the users attention to be drawn to to. The body text colour is black as it stands out on both orange and white and is easy to read.

Brand Dictionary:

  • Shoppers are referred to as customers.
  • Sellers are referred to as sellers
  • When contacting customers refer to Etsy as “We” in order to show a sense of community
  • Try and create a rapport with the customers

 

Logo:

Etsy does not have a definite logo instead they use a wordmark inside a square as their makeshift logo. This logo is a way for them to display exactly what they are in a clear way that doesn’t require too much thought as it says exactly what they are. In some cases a single E is used in the orange square instead in order to simplify it further.

 

 

Typography:

Etsy uses “Guardian-Egyptt” with “Georgia” as a safe font (incase “Guardian-Egyptt” isn’t available in some operating systems) for their wordmark. This font displays the brand name in a clear and precise way while still appearing professional and fun at the same time.

 

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