Brand Guidelines

January 2024
 Tone of Voice
2
20
 ToV Principles
ToV Principle One

Thoughtfully concise
Tone of Voice
We have three guiding tone 

Logo
of voice principles that help 

bring Bolt to life:
Color

Typography

ToV Principle Two

Knowingly playful
ToV Principle Three

Comfortably at ease
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 Logo
4
 Our logo
Tone of Voice
Our logo is our brand’s most
Logo
important element. It is a unique
and bold signifier of the Bolt
Color

brand. The lightning shape in the

Typography logo supports our lightning quick
product offering while the solid,
capital forms of the letters are
reflective of our unending
trustworthiness.

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 Logo color ➀ ➁

Tone of Voice
Our logo may be used in Lightning
Logo
Yellow, Light gray, and Bolt Black
(more on these colors later).

Color

Typography Use the elements in your piece of

communication to determine the
color of your logo for maximum
contrast and clarity.

If your background light, you

should be using a Bolt Black logo.
If your background is dark, use
the logo in Light gray or Lightning
Yellow.

Over photography, you may use

Light gray or Lightning Yellow, but
be sure it is clear and legible.

Never use the logo in any of the

secondary colors.

➀ Bolt Black logo for Lightning 
 ➂ ➃

Yellow backgrounds.

➁ Light Gray logo for


dark backgrounds.

➂ Bolt Black logo for 


light backgrounds.

➃ Lightning Yellow or Light Gray 


logo for use on photographs.

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 Clearspace 1x

Tone of Voice
Minimum Size
1x
Logo
For clarity across digital and 

Color

print applications our logo

should never be reproduced at
Typography any size below the adjacent
guidance.

Clear Space
1x
To look its best, our logo needs 

space to stand out. We have
defined parameters to make 

sure no other elements
encroach on this clear space.
1x

30pt

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 Logo usage ➀ ➁

Tone of Voice
The Bolt logo may be used as the
Logo
large primary element in a piece
of communication, or secondarily
Color

to support text or imagery.

Typography
Be conscious of sizing and
contrast to ensure its primary 

or secondary functionality. We
don’t want the logo and adjacent
elements to feel exactly the
same.

➀ Logo as primary element

➁ Logo as secondary element

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 Co-branding
Tone of Voice
Sometimes, we may need to
x 0.28x
Logo
lockup our logo with another
business or partner.

Color

Typography We separate our logo and a

partner’s logo by the distance

of 0.28x. ‘x’ is defined by the 

width of our logo. Our partner’s
logo should never exceed the 

size height of our symbol, 

with the exception of small
overhanging elements. For
example due to the Fanatics
logo’s irregular size, we have to
optically align to their wordmark
as opposed to the flag’s edge. x 0.28x

x 0.28x

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 Tone of Voice

Logo

Color

Our logo is our most sacred asset. 



Typography

Please treat it with the 


utmost respect. Thank you.
Don’t add gradients. Don’t make it 3D. Don’t stretch it.

Don’t fill the bolt. Don’t use multiple colors. Don’t stroke it.

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 Color

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 Primary colors Lightning Yellow
Bolt Black
Dark Grey
Mid Grey
Light Grey

#E1FF00
#11190C
#787664
#CAC4B7
#F3F1EE

RGB: 230.255.0
RGB: 17.25.12
RGB: 124.122.106
RGB: 202.196.183
RGB: 243.241.238

Tone of Voice
Our main set of colors are a CMYK: 16.0.100.0
 CMYK: 72.59.74.81
 CMYK: 51.43.57.13
 CMYK: 21.18.26.0
 CMYK: 3.3.4.0

Logo
handful of neutral warm greys, 

Pantone: 809 U

Pantone: 419 C Pantone: 403 CP Pantone: P 178-1 U Pantone: P 134-9 U

a deep beautiful Bolt Black and

Color

our vibrant hero color Lightning

Typography Yellow. These colors are used on While printing (recco in this order):

all pieces of Bolt communication Safety Yellow 13-0630 TN

in one form or another. Backup: 809 U or 809 C.

Last resort: CMYK: 16.0.100.0

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 Tone of Voice

Logo

Color

Typography

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 Typography
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 AaBbCc
Primary type Agrandir Narrow by Pangram Pangram
Tone of Voice
We have one typeface we use 

Logo
for all of our headlines: Agrandir
Narrow Bold. Featuring many 

Color
fine details, moderate contrast
Typography and slightly unusual anatomy, the
typeface can be a loud and proud
hero or a humble supporting actor
for all sorts of designs.

Checkout faster than

you can say ‘one-click.’
Narrow Medium Narrow Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
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 AaBbCc
Secondary type Inter by Rasmus Andersson
Tone of Voice
Our secondary typeface is Inter. 

Logo
It is used across all body copy
when we need to be a bit more
Color

clear and digestible versus

Typography expressive. We use Inter Medium
for the most part, but will
occasionally highlight key words
or phrases in Inter Semi Bold.

Checkout faster than

you can say ‘one-click.’

Medium Semi Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
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 Type hierarchy
Tone of Voice
Whenever we write and design Headline: Agrandir Narrow Bold

Shockingly simple.

Logo
copy, please ensure to use the
following examples as guidance.
Color

Typography

Subline: Agrandir Narrow Medium

The quickest, safest effortless-est


way to pay for something online.
Body copy: Inter

Checkout often causes e-commerce anxiety. A less than seamless

checkout experience can cause abandoned carts, fraud concerns,

and general frustration that can stop a purchase in its tracks.

Bolt relieves that burden, enabling shoppers to breeze through


checkout and consistently converting guest shoppers into loyal

account holders for better business in the short term and long run.

Annotation: Inter

Visit bolt.com for more information.

Button: Inter

Checkout

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 Type color use cases
Tone of Voice

Logo

When combining our primary

colors in a piece of communication,
always try to ensure legibility. Do
Shockingly Simple. Shockingly Simple.
Color

not layer bright colors atop on

Typography another or dark colors atop one
another in a way that would make
something difficult to read.

Shockingly Simple. Shockingly Simple.

Here are a set of primary color
combinations that could be a 

good place to start.

Shockingly Simple. Shockingly Simple.

Shockingly Simple.

Shockingly Simple.
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 Highlights ➀ ➁

Tone of Voice
Sometimes we use color to
Logo
highlight certain words on a page
for emphasis. The highlight color
Color

should be brighter than the rest of

Typography the sentence or paragraph, and is
usually Lightning Yellow or Light
Gray.

Checkout
Checkout

➀ Background: dark gray, text: light 


gray, highlight: lightning yellow.

➁ Background: Bolt black, text: light 


faster than
in (half)

gray, highlight: lightning yellow

you can say
 the blink


one-click. of an eye.

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