ONTRAPORT BRAND RESOURCES
Find guides and downloads to help you get started with the ONTRAPORT brand, from logos and color to type and icons.
Our Brand
Like every great business story, our brand starts with the customer. Our mission to support entrepreneurs in realizing their dreams is present in everything we do. While each customer has different needs, our commitment is clear: We make the entrepreneurial experience streamlined, efficient and enjoyable.
We build better businesses and better lives.
Our brand is representative of this commitment: Through visual, video, written and verbal communication we convey our dedication to the entrepreneur and small -business owner. Our goal is always to be accessible, friendly and warm yet also inspirational. We believe in the dreams of the millions of entrepreneurs in the world, and we seek to convey our passion through the entirety of our brand.
Our Purpose
To be the place where entrepreneurs go to start, systemize and scale their businesses.
Our Mission
To support entrepreneurs in delivering their value to the world by removing the burden of technology and automating their business.
The hurdles to successfully running a business are daunting, and one of the biggest struggles is developing the technology infrastructure. Our all-in-one business automation platform, world-class training and personal support services allow entrepreneurs to focus on their passions and turn their expertise into thriving businesses.
Our Commitment
We’re committed to getting entrepreneurs up and running fast.
We’re committed to making small and medium-sized businesses more successful.
We’re committed to enabling small businesses to leap the technology gap.
Most importantly, we’re committed to creating a remarkable experience for our clients.
Statement
ONTRAPORT is an all-in-one small business management platform that integrates all the software tools an entrepreneur needs to start, systemize and scale his or her business. Instead of having to learn and manage a bunch of complicated and disconnected business tools, ONTRAPORT makes it easy to set up and automate processes across the business and, when coupled with our expert implementation, done-for-you services and personalized customer support, empowers our clients to focus on building a business they love.
Our Values
At ONTRAPORT, we hold our values dear to our hearts. We came up with the values as a way to maintain our fun, energizing, innovative culture even as we scale. Our goal is to act, speak, write and dream in ways that elevate and uphold these values —-- and we think these make us a unique team.
Create remarkable experiences: We’re committed to creating truly remarkable experiences for our customers as well as for our team members, partners and other stakeholders. Our goal is that everyone who touches ONTRAPORT will experience the sensation that we care about who they are, what they’re up to and what’s important to them.
Always be learning and growing: We value personal growth in all areas of life and encourage any kind of learning —– from PHP to yoga to better communication skills. We approach our work with an attitude of humility, curiosity and openness to new information and ideas. This approach allows us to innovate faster, solve challenges more quickly, and have more fun.
Be Authentic: We believe in always being honest with ourselves and each other. We mean what we say and do what we say we’re going to do. We’re not trying to be anyone we’re not;… being ourselves is easier. Our organization is It strengtheneds our organization when we share our unique personalities and perspectives.
Make a difference: For us at ONTRAPORT, making a difference is threefold. We strive to make a positive difference in the lives and businesses of our customers, the lives of our team members and our greater community.
Innovate: We believe the spirit of innovation is about asking questions, wondering how to do things better and being curious. With this approach, we strive to innovate with our products, our education and in the conversations we have every day with clients.
Care for community: We are constantly looking to make a difference in the lives of those around us, both within and outside our ONTRAPORT community. We’re caring in our interactions with others and always offer a helping hand when we can.
Play big: “Go big or go home” is our motto here at ONTRAPORT. We believe that big projects yield big rewards, and we are always up for the challenge. Playing big fosters creativity, growth and inspiration in our team members and drives our business forward.
Own your results: We take responsibility for the results we cause in our lives and our work. Considering ourselves to be fundamentally at cause empowers us to see new perspectives and possibilities, to be unstoppable at achieving our goals, and to create relationships that work and internally motivate.
Be unstoppable: When it comes to getting things done we stop at nothing to reach our goals. Innovation and resourcefulness is at the heart of how we are an unstoppable force.
VISUAL IDENTITY
The Basics of the ONTRAPORT Logo
The ONTRAPORT logo uses three colors: OP Blue, OP Black, OP Light. Primarily the logo should be used on a white background for maximum impact and clarity. In cases where the 2-color logo or [ONTRA] is not appropriate, the above secondary and one-color versions are available for use.
Our Color Palette
The ONTRAPORT palette consists of three colors: OP Blue, OP Black, OP Light. OP Blue is the core of our brand identity and should only appear when the emphasis is high, for examples: CTA's.
Download Color Palette
OP Blue
#19A4D0 | Pantone #901C
OP Black
#343434 | Pantone #7C
OP Light
#F8F8F8 | Pantone #663C
OP Navy
#0F283E | Pantone #289C
OP Teal
#209CAC | Pantone #2220C
OP Seafoam
#50C0AF | Pantone #3258U
OP Green
#91B961 | Pantone #7489C
OP Gold
#F1A23C | Pantone #7408U
OP Pink
#E75A7A | Pantone #7423C
OP Scarlet
#E44946 | Pantone #2034C
OP Canary
#F8D273 | Pantone #121C
Our Typography
Gotham is ONTRAPORT's primary type family and should be used whenever possible to communicate key brand messages in headlines and display copy. It’s available in multiple weights, complete with italics, but please narrow your use to “Light” through “Semi-bold” in most instances. Gotham is accompanied by Droid Serif (for use as a “quote” font).
*ONTRAPORT's Gotham type is replaced by Open Sans on the web.
WEB
Header 1
Open Sans: Size 60 / Weight: 700
Header 2
Open Sans: Size 36 / Weight: 600
HEADER 3 (PRE HEADER)
Open Sans: Size 18 / Weight: 600
Label
Open Sans: Size 12 / Weight: 700
Open Sans: Size 16 / Weight: 700
Large Body Copy
Open Sans: Size 20 / Weight: 200
Regular Body Copy
Open Sans: Size 16 / Weight: 200
Pull Quotes
Droid Serif Italic: Size 26 / Weight: 100
Header 1
Open Sans: Size 60 / Weight: 700
Header 2
Open Sans: Size 36 / Weight: 600
HEADER 3 (PRE HEADER)
Open Sans: Size 18 / Weight: 600
Label
Open Sans: Size 12 / Weight: 700
Open Sans: Size 16 / Weight: 700
Large Body Copy
Open Sans: Size 20 / Weight: 200
Regular Body Copy
Open Sans: Size 16 / Weight: 200
Pull Quotes
Droid Serif Italic: Size 26 / Weight: 100
PRINT
Header 1
Gotham Size: 60 / font weight: 700
Header 2
Gotham: Size 36 / Weight: 600
HEADER 3 (PRE HEADER)
Gotham: Size 18 / Weight: 600
Label
Gotham: Size 12 / Weight: 700
Gotham: Size 16 / Weight: 700
Large Body Copy
Gotham: Size 20 / Weight: 200
Regular Body Copy
Gotham: Size 16 / Weight: 200
Pull Quotes
Droid Serif Italic: Size 26 / Weight: 100
Header 1
Gotham Size: 60 / font weight: 700
Header 2
Gotham: Size 36 / Weight: 600
HEADER 3 (PRE HEADER)
Gotham: Size 18 / Weight: 600
Label
Gotham: Size 12 / Weight: 700
Gotham: Size 16 / Weight: 700
Large Body Copy
Gotham: Size 20 / Weight: 200
Regular Body Copy
Gotham: Size 16 / Weight: 200
Pull Quotes
Droid Serif Italic: Size 26 / Weight: 100
Our Photography
ONTRAPORT photography is human-centered and editorial.
A great ONTRAPORT photo is one that documents a real moment in time, a real ONTRAPORT customer, a real entrepreneur. Our images are unvarnished, imperfect (in just the right way), and true to lives our customers are leading. They should feel they are lit by just the available light, using natural light when available. They have texture and a rich tonal range.
We group our imagery into two large categories: ONTRAPORT People and Still Life.
Image Characteristics
Show core product functions: using the ONTRAPORT app, ONTRApages, ONTRAforms, etc.
Wide horizontal shots are the most versatile.
Convey the attitude of the entrepreneur.
Utilize multiple points of view: customer and app.
Champion the ONTRAPORT app and it's branding.
Maintain a positive spin: happy people, smiling faces.
Above all, the imagery should feel authentic.
Show core product functions: using the ONTRAPORT app, ONTRApages, ONTRAforms, etc.
Wide horizontal shots are the most versatile.
Convey the attitude of the entrepreneur.
Utilize multiple points of view: customer and app.
Champion the ONTRAPORT app and it's branding.
Maintain a positive spin: happy people, smiling faces.
Above all, the imagery should feel authentic.
Use only the current ONTRAPORT app version.
Devices can be on or off (and screens inserted digitally in post-production).
Device should be cleaned, streak and dust free.
Chrome is the preferred browser.
Desk/office should be clean and clutterfree (but still convey the character of the entrepreneur.
Our Videography
ONTRAPORT video standards are simple: keep it clean. When creating a video for ONTRAPORT we need to follow the following rules:
Wisita Video Actions
When exporting from Wistia, the following should be customized within Wistia before embedding:
01. Appearance
Player Color: #343434
Comments: Disabled
02. Controls
Play Bar: Disabled
Settings: Disabled
01. Lower Third
The lower third should be the animated version with Name and Title.
02. Bug
The ONTRAPORT logo should always be present and locked in position on the bottom left hand side of the video. The ONTRAPORT bug should be one-color with a slight drop shadow when present on white.
03. Title Card
The title card should be branded and consistent.
04. End Card
The end of the video should be video-specific and always end with "An ONTRAPORT Production".
WRITTEN COMMUNICATION
Words We Like
Entrepreneur, Growing, Grassroots, Main Street, Innovative, Inspire, Boost, Innovate, Prepared, Empower,Industrious, Energize, Fresh, Triumph,Overcome, Goals, Imaginative, Underdog, Streamlined, Smart, Insightful, Teamwork, Support, Hand-in-hand, Think big
ONTRAPORT is
ONTRAPORT is
Simple, Smart, Supportive, Secure, Intelligent, Trusted, Easy-peasy, Lemon-squeezy, Intuitive, Quick, Lightning fast, Honest, World-class, Future-proof, Rock solid, A piece of cake, Unintimidating, Affordable, Cutting-edge, Wicked smart, Around-the-clock
ONTRApeeps areEnergetic, Creative, Curious, Dedicated, Disciplined, Efficient, Happy, Driven, Determined, Consistent, Enthusiastic, Sharp, Caring, Understanding, Far-sighted, Industry-leaders, Committed, Thought-leaders, Incisive, Focused, Flexible, Real, Understanding, Talented, Busy, Freethinking, Hardworking, Diligent, Tireless, In-the-lead, Passionate, Genuine, Authentic, World-class, At the forefront
ONTRAPORT customers are
Happy, Passionate, Astute, Busy, Ambitious, Growing, Independent, Fans, Demanding, Real, Successful, Active, Hard-working, Realistic, Honest, Empowered, Practical, Pragmatic, Shrewd, Observant, Champions
ONTRAPORT customer care isApproachable, Caring, Compassionate, Clear-headed, Conscientious, Discreet, Accessible, Helpful, Problem-solving, Trustworthy, Empathetic, Always there, Around the clock, 24/7/365, Dedicated,Flexible, Friendly, Genuine, Committed, Supportive, Honest, Understanding, Thoughtful
Our Tone of Voice
The first rule of writing copy for ONTRAPORT: less is always more. The second rule of ONTRAPORT copy is: YOU DO NOT TALK ABOUT FIGHT CLUB! No, the second is actually ‘know your audience’. Remember that each sentence's job is to get the next sentence read. Like a lyrical assembly line. Assume a low attention span in your readers.
Please! Keep exclamation points to a minimum! If everything is exclaimed, nothing is exclaimed! And whatever you write, it should have one core message. A clear call to action. The ‘paradox of choice’ paralyzes readers, and dilutes the success of your copy.
Remember that each sentence's job is to get the next sentence read. Like a lyrical assembly line. Assume a low attention span in your readers.Know your audience
If what you write is irrelevant to your audience, you’re wasting your energy. It doesn’t matter how good or funny or profound it is. In fact, ‘audience' is too general. Try to write as if you are speaking to one individual reader. Who reads ShopKeep’s copy typically? Sure, ‘independent business owners’, but be more specific.
Let's be FrankWho is your reader? Is it Des, who owns a craft bar in Astoria? Or maybe Laura, who just opened a cupcake place in Brooklyn and hates her point of sale? Decide on someone, then picture them when you’re writing. What’s their regular day? Their likes/dislikes, hopes/dreams, pet peeves? Walk a metaphorical mile in their moccasins before beginning. Today, our reader is Frank. He runs a small cafe in downtown Kansas City.
The Tone
Honey, not vinegar
Don’t alienate Frank
Your copy should make Frank think you’re speaking just to him. Sound like a genuine friend offering helpful advice, not a pushy salesman saying ‘Hello there, Generic Person, gimme all of your money.’ ShopKeep is a great product, Frank just doesn’t know yet. Shoving it down Frank’s throat is counter-productive. We want to engage him, and let him make an informed choice.
Jimmy Fallon, not Eddie Murphy: RawShopKeep’s a fun, energetic company. Our voice should be consistent with this. We don’t want to sound like Michael Caine's voice bellowing from Jennifer Hudson’s mouth. That would be weird. Have fun with the copy. Maybe even be a little cheeky at times. But err on the side of caution, and never be rude. Think Jimmy Fallon, not Eddie Murphy Raw.
Pop culture references can be an awesome tool to engage Frank. Just make sure it’s a reference that he has. We’re talking Michael Jordan or Titanic, not lyrics from a Bjork B-side.
Don’t alienate Frank
Speaking of Eddie Murphy: Raw, pop culture references can be an awesome tool to engage Frank. Just make sure it’s a reference that he has. We’re talking Michael Jordan or Titanic, not lyrics from a Bjork B-side. Aim for that sweet spot between being niche and saying ‘Hello you. What about all that weather?’
Learn to Write BackwardsWith every piece of writing, there’s a goal. A Call to Action. What specifically should Kansas City Chiefs fan Frank do directly after reading your copy? What should he think? What should he feel? All copy should be driven by this. You can always round off the edges afterwards. Remind yourself of the goal as you edit.
Keep in Mind
Burn Frank’s Toast
Short sentences. They’re a great way to engage your reader at first. Vary the lengths of your sentences. You want your copy to ebb and flow. All short sentences feels jarring. All long sentences (or even one very long one) will lose Frank’s interest. Presume he is reading your copy while waiting for his whole wheat everything bagel to toast. You could lose him any second. Try to burn Frank’s bagel.
Commitment to the jokeSometimes a potential joke will pop into your head that’s tangentially relevant to what you’re writing about. If it fits into the copy seamlessly, amazing. If you’re stretching to squeeze it in, let it go.
In Practice
Subject Lines & Headlines
Unless Frank opens your email, you’ve wasted your time on the body of the email and landing pages. Be direct in the subject line. Shout out the chief benefit. Start with it, if possible. Mentioning the benefit at the tail-end of the sentence may get lost when Frank reads it on his cell phone. Action words help, too. ‘Get’, ‘How to’, stuff like that. Similarly, your landing page headline’s job is to spur Frank on to the body copy.
Having some fun with the email lowers a reader’s defenses. But be snappy: get in, get out. Like a well-orchestrated bank job.
Rockin’ Body
Body copy can be punchy or engaging or funny… based on the topic. Call out the chief points to pique Frank’s interest, so he’ll click on the button. Subject line, body copy and call to action button should all weave together neatly. Having some fun with the email lowers a reader’s defenses. But be snappy: get in, get out. Like a well-orchestrated bank job.
The Call to ActionCalls To Action can be more engaging written in the first person. For example, Show me the Hardware! at the end of an email boasting the benefits of ShopKeep’s hardware. Or, Sign Me! on a landing page.
That’s All FolksHave fun. Rules are made to be broken. Except ‘less is more’, don’t you ever break that one. By making use of fun, on-point copy (among many other things) Frank will join ShopKeep, and develop a taste for burnt bagels. Happy writing!
