social media style guide - herbalifeedge.myherbalife.com/vmba/media/8e997575-b844-40e3-9e3e... ·...

© 2016 Herbalife. All rights reserved. USA. ID16161104 500900000 05/16

Social MediaStyle GuideUse this guide when creating new social media material for sites such as Facebook, Twitter, Instagram, etc.

| Version 1.0 | May 2016

16211181_PRJ_UpdateSocialMediaStyleGuides_r4.indd 1 7/28/16 4:54 PM

Social Media Style Guide Version 1.0 | May 2016 2

Introduction

Making Positive Connections Through Social Media Through the viral nature of social media, we have the power to connect with people around the world and share the benefi ts of healthy, active living. Facebook, Instagram, Twitter and other online platforms are the perfect places to provide relevant content, post inspiring stories, and conduct global conversations about nutrition, health and fi tness.

Of course, to maximize our social media presence, brand consistency is key. In the pages ahead, we’ve provided helpful guidelines to ensure proper sizing and formatting of any social media materials. Just as important, we’ve provided a glimpse into the new “look and feel” of Herbalife. Our goal is to help people be their best selves, and this theme is refl ected in our optimistic, inspiring and genuine tone of voice. Our trustworthiness is also shown through more approachable fonts, as well as authentic imagery that depicts real and candid examples of healthy living. This revitalized brand positioning and personality will help Herbalife communicate its personalized approach to nutrition, and the benefi ts of an engaged community.

Note: In developing content, be sure to cross-reference the Practical Claims Guide and/or consult with Herbalife legal counsel to ensure that any claims relating to health, weight loss, or income are consistent with Herbalife rules.

TheNew Look& Feel



Tone of VoiceA brand’s tone of voice is not just what it says, but how it says it. It embodies the brand’s personality and values, and is carried across all written copy – including website content, social media messages, and more. The tone of voice should also set the brand apart from other brands.

To be consistent with the over-arching master brand, the tone used in Herbalife social media assets should be:

• Clear and simple – making it easy for consumers to understand Herbalife Nutrition in a compelling way.

• Conversational and approachable – relating with consumers on a “friend” level, in a manner that they would speak in.

• Emotion-driven – connecting with people on a deeper level, with what matters most to them.

• Positive and uplifting – inspiring people to be their best selves, with language that looks optimistically to the future.

• Honest and authentic – creating a higher level of trust and loyalty.

• Community-oriented – using “you” in reference to our community to show how our audience is at the center of all Herbalife social communication, and to help readers better connect with the brand and perceive their value and importance.

We bring nutrition to you

Don’t forget your post-workout snack

Herbalife nutrition: Crafted for you

ingredients for a healthy, active life

a healthy today for a healthy tomorrow

Remember: no images or text may be posted without legal approval for that specific use.

Tone of VoiceThe New Look and Feel



Mood and Tone• All lifestyle images should look authentic, spontaneous,

approachable and “in-the-moment,” rather than posed and looking at the camera.

• The mood of the shots should reflect the activity being captured (i.e. social gatherings can be lighthearted and fun, whereas Business Opportunity scenes should be more practical).

• Still-life imagery can contain the organic, beautiful imperfections that come with preparing the products and using them in our daily routines, rather than looking sti� and staged.

Lighting• Lighting should be bright and natural with warm undertones.

Prop Styling• All food items should look fresh and healthy, and the styling

should appear natural and organic (e.g. in the middle of preparing a shake).

• Branded elements should be subtle and kept to a minimum (e.g. only one person wearing a branded shirt, no branded glasses for shakes, etc.).

• All plates, glasses and utensils should be simple and contemporary, without elaborate designs, logos or patterns.

• Background surfaces should be white-washed wood (with obvious grain) or marble countertops with subtle patterns that aren’t too dark or busy.

PhotographyThe New Look and Feel



Primary TypefaceThe primary typeface is Populaire Regular and should be used for all headlines and, in many instances, it will be the only font to appear on the assets.

Secondary TypefacesThe following secondary typefaces will only be used on assets that are a little more content heavy, such as the “Tips,” “Did You Know” and “Quote” assets.

Populaire regularabcDefGHIJklMnopQrStuVWXyZ 1234567890

Helvetica Neue LT W1G - LightABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Helvetica Neue LT W1G - CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

DIN PRO - Condensed MediumABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

DIN PRO - Condensed Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

DIN PRO - Condensed BlackABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Tips, Did You Knows and Quotes:

Scientist and Expert Names/Accreditations (Tips):

Executive Quotes:

FontsThe New Look and Feel



Color PaletteThroughout these assets, color is portrayed through photography, rather than through typography and graphic elements.

Note: All graphics are set to “Multiply” over the background imagery.

RGB: 109/110/113 RGB: 255/255/255

Typography:

RGB: 244/121/32 RGB: 255/222/163

Tip Graphics:

RGB: 146/200/62 RGB: 109/110/113

Executive Quote Graphics:

RGB: 0/178/219 RGB: 209/237/251

Did You Know Graphics:

Colors and GraphicsThe New Look and Feel



Themes

Our social media assets have been divided into three main themes to clearly communicate di� erent aspects of the Herbalife brand. These themes include:

• Nutrition – the backbone of our company, encompassing both inner and outer nutrition products.

• Healthy Active Life – the balanced, achievable lifestyle we embrace to foster overall wellness and happiness.

• Business Opportunity – the advantages we provide to Members interested in promoting our products and lifestyle to others.

Throughout the following pages, we’ll take a closer look at potential assets under each of these themes and how they could be structured to align with the revitalized brand positioning.

Breaking it down



Nutrition is the first (and largest) of the three themes being depicted on our social media sites. With the visuals featuring “in-the-moment” photography and bright, spontaneous lifestyle images, there is a fresh and authentic story being told, which helps to build personal connections with consumers. Our messaging is also clear and simple – helping to make it easier and more fun for people to choose the right nutrition products.

Note: When posting about the benefits of a specific ingredient, make sure to avoid discussing that ingredient in the context of a particular product. Such claims could be considered unauthorized health claims for the product and would require legal review.

Theme: NutritionDesign Themes



Cover and Profi le Designs• Our photography has an overhead view of the preparation of

a healthy meal, which allows the viewer to feel like he or she is part of the experience.

• Our headline is strategically placed in a clear area within the image, so that it has the space it needs to breathe and stand out, while still interacting with the products.

• As the crop changes from one site’s requirements to the next, the overall image has the same intimate feel.

• As shown in the examples to the left, sometimes an image will have to be manipulated to maintain a consistent feel across multiple crops. In this case, we’ve moved the shake canister on the left to make room for the type.

• When the arrangement permits, a graphic outline of an arrow has been included to help connect the title with our Herbalife® products, but it is not mandatory. An arrow should only be used if it can easily link the title to a product, without feeling crowded.

Design Themes Theme: Nutrition



Nutrition Graphics

Nutrient Choices

• The examples to the left contain meal-prep style images. In this case, they all suggest multiple examples of food/meals that o�er the nutrient being discussed.

• When necessary, a roughly drawn line can be used to separate the headline/primary statement from the remainder of the copy.

• The top 2/3 - 3/4 of the graphic contains the imagery, while the bottom 1/3 - 1/4 contains the message.

Product Close-Up

• When a product is being featured, it’s important to show the prepared product (with the packaging) to increase the appetite appeal. Complementary ingredients or props may be placed in the background to add interest to the imagery.

• The product should be positioned in the left 2/3 of the graphic, with the type in the other 1/3.


Image

Text

Image Text



Ingredient

• When the copy discusses a specific ingredient or nutrient, it may be best to focus on one or two food items, rather than a large collection (as shown on the previous page). In this case, a macro, overhead shot is used.

• When necessary, a roughly drawn line can be used to separate the headline/primary statement from the remainder of the copy.

• The imagery should be positioned in the right 2/3 - 1/2 of the graphic with the type in the other 1/3 - 1/2.

• When posting about the benefits of a specific ingredient, make sure to avoid discussing that ingredient in the context of a particular product. Such claims could be considered unauthorized health claims for the product and would require legal review.

Lifestyle

• Lifestyle imagery can be used for some of the messages which speak about nutrition in a more general sense.

• Imagery should closely match the look and feel explained earlier in this guide.

• The focus of the image should be positioned in the right 2/3 - 1/2 of the graphic, with the type in the top left of the other 1/3 - 1/2.


ImageText

ImageText



Did You Know (typographic)

• When a fact is on the longer side, it can be displayed in a type-only arrangement, rather than using imagery.

• The “Did You Know?” headline will always be at the top, with the fact being listed in the bottom 2/3 of the graphic.

• In this layout, the type will be treated consistently, rather than with di�erent font sizes and weights.

Did You Know (photographic)

• When an image is being used, the product catalog “Did You Know?” box should be used.

• Ideally, the box will bleed o� the right or left edge of the graphic. In some cases where the sizing does not allow for this, the box can be free-floating at the left or right edge of the graphic (never in the middle).


ImageImage

Text

Text



Healthy Active Life is the second theme we touch on within our social media assets. The materials under this theme should all promote a balanced lifestyle, not one of extremes. They should also come across as achievable for the everyday, health-conscious person – not for elite athletes. Content across this platform could range from tips to inspirational messages and imagery.

Theme: Healthy Active LifeDesign Themes



Cover and Profi le Designs• Imagery of multiple people exercising is ideal for this

category. The activities could range from light exercise to heavier, more intense activities.

• The headline for this category is a hashtag:

• The hashtag can move around, depending on the crop and position of other elements within that platform’s design, but its ideal location is within the left 1/3 of the cover image.

• In this example, two shades of green have been used to separate the individual words and complement the colors in the photography, but the hashtag could also be displayed in two tones of grey.

• Ideally, the imagery should not contain an overload of Herbalife logos and branding. One logo positioned in a primary location is a much clearer brand representation than multiple distorted or covered logos throughout the image.

Design Themes Theme: Healthy Active Life



Healthy Active Life Graphics

Tip (typographic)

• When a tip is on the longer side, it can be displayed in a type-only arrangement, rather than using imagery.

• The orange “Tip” box will always be in the left 1/3 of the graphic and contains the expert’s name and title.

• Roughly drawn quotation marks will always be used to indicate the quote provided by our expert.

Tip (photographic)

• When an image is being used, the product catalog “Tip” box should be used.

• The orange “Tip” box will always contain the expert’s name and title.

• Roughly drawn quotation marks will always be used to indicate the quote provided by our expert.

• Ideally, the box will bleed o� the right or left edge of the graphic, within the top 1/3 - 1/2 of the layout.

Design Themes Theme: Healthy Active Life

Image

Image

Text

Text



Our last theme is Business Opportunity. These assets contain messaging around the Distributor, as well as the opportunity Herbalife presents to its membership (i.e. the freedom to work from home, the potential to earn extra income, the joy of helping other people live a healthy active life, etc.). Inspirational and motivational quotes are also appropriate in this section. It’s important not to indicate any association between the Herbalife brand and historical or current fi gures that have not specifi cally endorsed our company as this creates legal risk. Don’t use quotes from current or historical fi gures. You should seek quotes from our community to recognize their wisdom and display thought leadership.

Note: When developing any post about the potential to earn income or work from home, be sure to consult the appropriate Herbalife income claims rules and Herbalife legal counsel.

Theme: Business OpportunityDesign Themes



Cover and Profi le Designs• In this theme, our image will focus on a Distributor. Ideally,

this Distributor would be shown helping or supporting a customer in their Herbalife journey.

• The focal point of the imagery should be in the right 1/2 of the cover, with the tagline on the left side.

• In order to create a clear, easy-to-read area for the headline, a color fi ll could fl ood the top left corner, gradating away to reveal the image (no hard edges).

• The color used should match a general tone from that area of the image so that it has a seamless feel.

• Ideally, the imagery should not contain an overload of Herbalife logos and branding. One logo positioned in a primary location is a much clearer brand representation than multiple distorted or covered logos throughout the image.

Design Themes Theme: Business Opportunity



Business Opportunity Graphics

Quote (typographic)

• When a quote is on the longer side, it can be displayed in a type-only arrangement, rather than using imagery.

• The left 1/3 of the arrangement would contain the green expert box, which contains our expert or executive’s name, title and possibly signature. The right 2/3 would contain the quote.

Quote (photographic)

• When an image is being used, the corporate brochure “quote” box should be used.

• The green area contains the quote, while the grey area contains the expert’s name and title.

• The box should be slightly transparent.

• Ideally, the box will bleed o� the right, left or top edge of the graphic. It should be positioned in the bottom, right or left 1/3 of the graphic.

• The imagery should support the theme (Business Opportunity) by showing a Member and a customer interacting.

Design Themes Theme: Business Opportunity

Image

Text

Image Text



Sizing Specifi cs

With the individual features and benefi ts of each of the various social media platforms, comes unique sizing and specifi cations. In the following pages, you will fi nd a reference guide for cover image requirements and ideal as sizing.

SizingSpecifics



Twitter Header Photo

Google+ Cover Photo

1500 px

1080 px

500 px

608 px

Note: The top 1/4 of the image will be hidden once posted to Twitter.

Facebook Cover Photo

831 px

315 px

LinkedIn Career Cover

974 px

240 px

LinkedIn Banner

646 px

220 px

Sizing Specifi cs Cover Images



YouTube Photo (Desktop)

2560 px

423 px

Sizing Specifics Cover Images

YouTube Photo (Mobile)

1546 px

423 px

YouTube Photo (Tablet)

1855 px

423 px



YouTube Photo (TV)

2560 px

1440 px

Sizing Specifics Cover Images



Instagram Post

Twitter Post

Facebook Post

1000 px

880 px

944 px

1000 px

440 px

788 px

Sizing Specifics Posts


social media style guide - herbalifeedge.myherbalife.com/vmba/media/8e997575-b844-40e3-9e3e... ·...

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