Brand Guidelines

January 2023

16
 Welcome to the Bolt brand guidelines

Introduction

Strategy

These guidelines will instruct you on how 


Tone of Voice
to use our brand identity effectively, 

Logo

Color
to make all brand communications look 

Typography

Art Direction

and sound their best.

Illustration

Iconography

Expressions

This document will take you through 


Components
11 sections: strategy, tone of voice,

Product

Contact logo, color, typography, art direction,

illustration, iconography, expressions,
components, and product which come
together to make the Bolt brand.

2
 Table of Contents
Introduction

Strategy

Tone of Voice

Strategy
 -
Illustration
 -

Logo

Color

Tone of Voice
 4
Iconography
 -

Typography

Art Direction

Logo
 19
Expressions
 -

Illustration

Iconography

Color
 32
Components
 -

Expressions

Components

Typography
 41
Product
 -

Product

Contact
Art Direction - Contact -

3
 Tone of Voice
20
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Bolt isn’t just about checkout.


Product

Contact
It’s about the stories we tell – what 

we say and how we say it – to each 

other, our users and the wider world. 

This section provides some guidance 

on writing and sounding uniquely Bolt.

21
5
 Tone of voice is our way of making every
interaction with Bolt effortless, energetic
Introduction

Strategy
and compelling through language.


Tone of Voice

It means how we use words and stories


Logo

Color

Typography

Art Direction

to bring the brand to life across real 


Illustration
and virtual worlds, products, marketing
Iconography

Expressions
campaigns, customer-facing comms, 

Components

Product

and internal documents.

Contact

22
6
 ToV Principles
ToV Principle One

Thoughtfully concise
Introduction
We have three guiding tone 

Strategy
of voice principles that help 

bring Bolt to life:
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

ToV Principle Two

Knowingly playful
ToV Principle Three

Comfortably at ease
7
 ToV Principle One

Thoughtfully concise
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

What it means How it affects our writing

We’re direct and straightforward in our Lead with benefits. Short attention spans 

communication. We get to the point 
 require us to make our writing instantly
efficiently, avoiding superfluousness 
 impactful. The primary focus of our comms
or overly lengthy explanation.
should be to demonstrate how Bolt solves 

our customers’ problems. Headlines should
Each word in a sentence should have a 
 always be grounded in a feature or benefit.
job to do—if it’s not working hard, cut it 

loose. That said, we must always avoid 

being terse or short. We are efficient, 

but never cold.

8
 ToV Principle One
Introduction

Strategy

Tone of Voice

Logo
Checkout that lasts a second.

Loyalty that lasts a lifetime.
Color

Typography

Art Direction

Illustration

Iconography

Checkout faster than


Expressions

Components

Product

Contact
you can say ‘one-click.’

Example copy - Shopper

Shockingly simple.

The very very very very 


simple checkout.

9
 Do not
Introduction

Strategy

Man cannot live on vibes alone.It’s tempting to

Tone of Voice

Logo

Color

Typography

optimize for impact by using evocative, witty language

Art Direction

Illustration

—especially in places with limited real estate. But this

Iconography

Expressions

is a mistake, especially with B2B customers who aren’t

Components
all young, coastal urbanites. Avoid language that solely
Product

Contact captures a mood, energy, or feeling.

Incorrect copy

Bolt it better.

You want it? You got it.

Easy, breezy, boltiful.

10
 ToV Principle Two

Knowingly playful
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

What it means How it affects our writing

We take a witty, slightly acerbic approach to Elevate humor with insight. Quips and puns 

language. Our copy should feel fun and playful, are good, but they’re better when they’re 

quippy, punny, present—like riffing with a friend.
smart. We can avoid being generic subway 

ad copy by signaling relevance and familiarity.
Our tone should demonstrate cultural fluency 

—that we’re in on the joke. We balance this by
avoiding being seen as a try-hard, or too
interested in being perceived as cool. We don’t
write zingers, take shots at competitors, use dad
jokes, or torture the copy to land a quick laugh.

11
 Example copy - Merchant
Introduction

Strategy

Tone of Voice

Logo

Checking out with Bolt takes less 


Color

Typography

effort than reading this text.

Art Direction

Illustration

Iconography

Expressions

The fastest checkout this side of the Mississippi

Components

Product

Contact
(regardless of which side of the Mississippi you’re on)

Example copy - Shopper

One-click checko-anddddd you’re done.

Checkout in (half) the blink of an eye.

12
 Do not
Introduction

Strategy

Be careful of inside jokes or region-specific humor. 


Tone of Voice

Logo

Color

Typography
Bolt spans a wide variety of shopper and merchant
Art Direction

Illustration

archetypes—our comms should be accessible to the

Iconography

Expressions

majority of people (excepting site-specific messaging

Components
that requires tailored comms: use your best judgment).
Product

Contact

Incorrect copy

Faster than those SkyPod elevators 


at One World Observatory.

Checkout so easy, even the Snowflake 


Mountain people could figure it out.
13
 ToV Principle Three

Comfortably at ease
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

What it means How it affects our writing

The primary benefit of our product is the Keep it breezy. We take a relaxed tack to
myriad ways in which Bolt makes our writing, embracing simple explanations
checkout easy. We reinforce this benefit and an informal style. Avoid hamfisted
tonally, leveraging a laid back writing metaphor or overly cooked copy lines. Make
style that captures the feeling of using thoughtful (but cautious) use of slang.
the product. 



With this in mind, we avoid coming across

as aloof or casual. We care about our
customers’ businesses—we can’t be 

seen as DGAF or disinterested.

14
 Example copy - Merchant
Introduction

Strategy

Tone of Voice

Logo

Checking out with Bolt takes less 


Color

Typography

effort than reading this text.

Art Direction

Illustration

Iconography

Expressions

The fastest checkout this side of the Mississippi

Components

Product

Contact
(regardless of which side of the Mississippi you’re on)

Example copy - Shopper

Pay without the panic.

The quickest, safest, effortless-est 


way to pay for something online.

15
 Do not
Introduction

Strategy

Stay away from trending topics.Cringe = death. 


Tone of Voice

Logo

Color

Typography

We aren’t quirky, irreverent, or random. Avoid engaging 


Art Direction

Illustration

with trending topics or subject matter that doesn’t 


Iconography

Expressions

have staying power, even ironically. Don’t get sucked 


Components
into low hanging fruit KPIs like retweets or likes –

Product

Contact it’s a sugar high, not a way to build a brand.

Incorrect copy

The quirked up checkout goated with the sauce.

My boss says if this tweet gets 


100k likes I can have a day off.

16
 Additional Brand Headlines
Introduction

Strategy

Tone of Voice

Logo

Supercharge your shopping

Color

Typography
Goodbye guests. Hello regulars
Art Direction

Illustration

Iconography

Your business, meet our network

Expressions

Components
Buy it. Bolt it
Product

Contact
Checkout like lightning
Pay without the panic
Checkout that lasts a second. Loyalty that lasts a lifetime
Bolt by name. Bolt by nature
Peace of mind for all shopper kind
Breathe in, check out
You’re one click away from whatever you want
Peace of mind when you pay.

17
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

You can find the full tone of voice


and grammatical guidelines here.

18
 Logo
16
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Our logo sits at the core of our brand. 


Illustration

Iconography

Expressions

It’s bold and unique capturing the


Components

Product

Contact

essence of the Bolt brand and should 


be used on all of our communications.

The following guidance will instruct you 

on how to most effectively use our logo.

20
 Our logo
Introduction
Our logo is our brand’s most
Strategy
important element. It is a unique
and bold signifier of the Bolt
Tone of Voice

brand. The lightning shape in the

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

Iconography

Expressions

Components

Product

Contact

21
 Logo color ➀ ➁

Introduction
Our logo may be used in Lightning
Strategy
Yellow, Light gray, and Bolt Black
(more on these colors later).

Tone of Voice

Logo
Use the elements in your piece of
Color
communication to determine the
Typography

color of your logo for maximum

contrast and clarity.

Art Direction

Illustration
If your background light, you
Iconography
should be using a Bolt Black logo.
If your background is dark, use
Expressions

the logo in Light gray or Lightning

Components

Yellow.

Product

Contact 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.

22
 Clearspace 1x

Introduction
Minimum Size
1x
Strategy

For clarity across digital and 


Tone of Voice
print applications our logo should
Logo
never be reproduced at any size
Color
below the adjacent guidance.

Typography

Art Direction
1x

Illustration
Clear Space

Iconography
To look its best, our logo needs 

Expressions
space to stand out. We have
Components
defined parameters to make 

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

30pt

23
 Logo usage ➀ ➁

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

to support text or imagery.

Logo

Color
Be conscious of sizing and
Typography
contrast to ensure its primary 

or secondary functionality. We
Art Direction

don’t want the logo and adjacent

Illustration
elements to feel exactly the
Iconography
same.
Expressions

Components

Product
➀ Logo as primary element

Contact
➁ Logo as secondary element

24
 Co-branding
Introduction
Sometimes, we may need to
x 0.28x
Strategy
lockup our logo with another
business or partner.

Tone of Voice

Logo
We separate our logo and a
Color
partner’s logo by the distance

Typography
of 0.28x. ‘x’ is defined by the 

width of our logo. Our partner’s
Art Direction

logo should never exceed the 


Illustration
size height of our symbol, 

Iconography
with the exception of small
Expressions
overhanging elements. For
Components
example due to the Fanatics
logo’s irregular size, we have to
Product

optically align to their wordmark

Contact as opposed to the flag’s edge. x 0.28x

x 0.28x

25
 Introduction

Strategy

Our logo is our most sacred asset. 



Tone of Voice

Logo

Color

Please treat it with the 


Typography

Art Direction

Illustration

Iconography

utmost respect. Thank you.

Expressions

Components

Product

Contact

Don’t angle it. Don’t add gradients. Don’t make it 3D. Don’t stretch it.

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

26
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

27
 Our icon

Introduction
To accompany our logo, we also
Strategy
utilize a brand icon. Our icon is
made from the lightning shape
Tone of Voice

between the L and T of our logo.

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

28
 Icon size + spacing
Introduction
Our icon is vital to our 

Strategy
identity, so we always protect 

it from infringing elements. 

Tone of Voice

We maintain a distance of 0.5x

Logo
clear space around our icon at 

Color
all times. 'x' is defined by the
Typography
height of the icon.

0.5x
Art Direction

Our icon is designed to be used

Illustration
small, but please avoid using it
Iconography
any smaller than 20px in height.
Expressions

0.5x
Components

Product

Contact

0.5x

0.5x

20pt

29
 Icon in use ➀ ➁

Introduction
We use our brand icon as our
Strategy
primary symbol on social and
across other digital touch-points.
Tone of Voice

Our icon is designed to work

Logo
successfully in whatever shape

Color
it is required to fit within, whether
Typography
it be circle or square.
Art Direction

Illustration

Iconography

➀ App icon

Expressions

Components
➁ App icon

Product

Contact ➂ Twitter icon

➃ Instagram icon

➂ ➃

30
 Introduction
Our icon is just as important

as our main logo.


Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Please use it carefully.

Expressions

Components

Product

Contact

Don’t make it too big. Don’t make it hard to read. Don’t make it too small. Don’t stretch it.

Don’t put it next to the logo. Don’t use secondary colors. Don’t put it in the logo. Don’t stroke it.

31
 Color
16
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions
Color is an essential component 

Components

Product

Contact
of our brand and is what makes a

communication immediately recognizable 


as Bolt’s. Our palette is serious with 


a jolt of bold brightness in the form

of our vibrant lead color.

33
 Our lead color is

Lightning Yellow.

Introduction

Strategy

Tone of Voice

It’s confident, vibrant

Logo
and energetic.

Color

Typography

Art Direction

We use it carefully

Illustration
in everything we do.
Iconography

Expressions

Components

Product

Contact

34
 Primary colors Lightning Yellow
Bolt Black
Darker Gray

#E6FF00
#11190C
#444638

RGB: 230.255.0
RGB: 17.25.12
RGB: 68.70.56

Introduction
Our main set of colors are a CMYK: 16.0.100.0
 CMYK: 72.59.74.81
 CMYK: 01.00.05.73

Strategy
handful of neutral warm grays, 
 Pantone: 809 U Pantone: 419 C Pantone: 7771 C
a deep beautiful Bolt Black and

Tone of Voice

our vibrant hero color Lightning

Logo
Yellow. These colors are used on
Color
all pieces of Bolt communication
Typography
in one form or another.
Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

Dark Gray
Mid Gray
Light Gray

#787664
#CAC4B7
#F3F1EE

RGB: 120.118.100
RGB: 202.196.183
RGB: 243.241.238

CMYK: 00.01.08.53
 CMYK: 21.18.26.00
 CMYK: 03.03.04.00


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

35
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

Put the ‘dash’


in dashboard.
With Bolt, you can enjoy one-click checkout at all your
favorite stores. Manage your info, view order history, track
all those exciting new orders and discover the best new
brands, right here in your very own Shopper Dashboard.

Your orders
No past orders

Go shopping

36
 Secondary colors Red
Pink
Purple
Blue
Green

#FF4F50
#FF76F2
#9A4EFF
#006DFF
#00C42E

RGB: 255.79.80
RGB: 255.118.242
RGB: 154.78.255
RGB: 0.109.255
RGB: 0.196.46

Introduction
Our secondary colors are used 
 CMYK: 0.84.65.0
 CMYK: 14.59.0.0
 CMYK: 59.73.0.0
 CMYK: 80.59.0.0
 CMYK: 75.0.100.0

Strategy
on our website, in presentations Pantone: Red 032 U Pantone: 907 C Pantone: 814 U Pantone: 2728 C Pantone: 802 U
and in illustration. They can 

Tone of Voice

help differentiate between

Logo
demographics, highlight key
Color
information and add another

Typography
level of energy to the Bolt brand.

Art Direction

These colors should be used

Illustration
sparingly, never as main floods

Iconography
of backgrounds or typography.
Expressions
They are meant to help empower 

Components
our primary set of colors.
Product

Contact

Light Red
Light Pink
Light Purple
Light Blue
Light Green

#FF7D7D
#FF9AF1
#B688FF
#71B5FF
#7DDB8B

RGB: 255.125.125
RGB: 255.154.241
RGB: 182.136.255
RGB: 113.181.255
RGB: 125.219.139

CMYK: 0.65.40.0
 CMYK: 8.45.0.0
 CMYK: 38.48.0.0
 CMYK: 48.19.0.0
 CMYK: 49.0.62.0

Pantone: 177 C Pantone: 244 C Pantone: 928 C Pantone: 284 C Pantone: 353 C

37
 Secondary colors ➀ ➁

Introduction
Remember when using these
Strategy
Transactions
colors that the Bolt brand is Bank transfers Funding details
defined by its neutral tones 

Tone of Voice

and Lightning Yellow.

Logo

Color
Use the secondary palette to
Typography
round out the brand and product,
as well as help with differentiation
Art Direction

Illustration

Total , Sales
of elements and storytelling.
+17% Average Sale -5% Average Checkout Time -2%
Shoppers
Iconography

Expressions

$52,045.30
Be mindful with your use of
secondary colors, make sure they
are always serving a function.
$80.25 136 sec Simplified checkout makes 

shopping better for everyone
Components

Product

Contact

➀ In illustration

➁ Demographics on our website

➂ For differentiating order states

➃ For differentiating product states ➂ ➃

Filter Export
New Transaction
Type Reference Speckled Cotton Shortsleeve
Customer Date/Time
$48 · Outdoor Voices

Delivered
DYH8-L44T-J8VB Jane Williams Dec 17, 2021
Stripe REJECTED $137.68
4920184431616954 [email protected] 8:44 pm

Dri-FIT Women's 1/2-Zip

92C2-4323-A1FA Stephanie
$52 · Nike Sharkey Dec 16, 2021
Stripe C OMPL ETED $35.71
4920184544163799 AlexSBCancelled
[email protected]:56 am

8FF3-441F-803A Kurt Bates Dec 14, 2021

Stripe C OMPL ETED $37.77
4920184656710644 [email protected] 8:40 am
38
 Color Watchouts ➀ ➁

Introduction
With so many secondary colors, 
 Checkout

faster than

Strategy
it could be tempting to use them
all over. Please be mindful of the
Tone of Voice

rules in this guideline document

Logo
and do not overuse the

you can say 


Color
secondary palette. They should
Typography
be supportive rather than leading.
Art Direction

one click.
Illustration

Iconography

Expressions

➀ Don’t use too many colors.

Components

Product
➁ Don’t use secondary backgrounds.

Contact One-click checkout 


➂ Don’t use secondary highlights.

with Bolt.
➃ Don’t use secondary colored bolts.

➂ ➃

The quickest, safest,

effortless-est 

way to pay for
something online.
One-click checkout 

with Bolt.

39
 Typography
16
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions
Bold typography is vital to how we
Components

Product

Contact
communicate as a brand. The following

section will instruct you how to use 


our brand typeface, Agrandir Narrow 


Bold, to ensure our typography is 


always used to its full potential.

41
 AaBbCc
Primary type Agrandir Narrow by Pangram Pangram

Introduction
We have one typeface we use 

Strategy
for all of our headlines: Agrandir
Varaible Narrow Bold. Featuring
Tone of Voice

many fine details, moderate

Logo
contrast and slightly unusual
Color
anatomy, the typeface can be a
Typography
loud and proud hero or a humble
Art Direction
supporting actor for all sorts of
designs.
Illustration

Iconography

Expressions

Components

Product

Contact

Checkout faster than

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

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
42
 AaBbCc
Secondary type Inter by Rasmus Andersson

Introduction
Our secondary typeface is Inter. 

Strategy
It is used across all body copy
when we need to be a bit more
Tone of Voice

clear and digestible versus

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

Iconography

Expressions

Components

Product

Contact

Checkout faster than

you can say ‘one-click.’

Medium Semi Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
43
 AaBbCc
Product type SF Pro by Apple

Introduction
In our product, we use SF Pro 

Strategy
in place of Inter. Agrandir is also
used in product in headlines.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

Checkout faster than

you can say ‘one-click.’

Medium Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
44
 Google Font Inter by Rasmus Andersson

AaBbCc
Introduction
When we’re creating a brand
Strategy
communication using a product
from the G-suite, we will be
Tone of Voice

required to swap our brand

Logo
typeface (Agrandir) for a font
Color
which is compatible with G Suite.

Typography

Luckily, our secondary font Inter 


Art Direction

is compatible with G-suite. So,

Illustration
when creating presentations or
Iconography
assets in G-suite, please user
Expressions
Inter Extra Bold for headlines and
Inter Medium for body copy.

Components

Product
Please note, we only use Inter 

Contact Semi Bold in scenarios when we
absolutely cannot use Agrandir.
Inter is a free download from

Checkout faster than

fonts.google.com.

you can say ‘one-click.’

Medium Extra Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
45
 Type hierarchy

Introduction
Whenever we write and design Headline: Agrandir Narrow Bold
Strategy
copy, please ensure to use the

Shockingly simple.

following examples as guidance.

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Subline: Agrandir Narrow Bold

Components

Product

Contact
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

46
 Type color use cases

Introduction

Strategy

When combining our primary

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

not layer bright colors atop on

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

Art Direction

Here are a set of primary color

Shockingly Simple. Shockingly Simple.

Illustration
combinations that could be a good
Iconography
place to start.
Expressions

Components

Product

Contact

Shockingly Simple. Shockingly Simple.

Shockingly Simple.

Shockingly Simple.
47
 Special cases

Introduction
Sometimes there will be use cases

where you can push the colors

Strategy

we’ve outlined on the previous

Tone of Voice

page. Please be mindful when

Logo

doing so. 



Color

Typography
One particular instance that works

is using Mid Gray on a Bolt Black

Art Direction

background. This works well when

Illustration

you also have a highlighted word in

Iconography

Lightning Yellow.

Checking out

Expressions

Components

Product

Contact

with Bolt takes 


less effort than

reading this text.

48
 Highlights ➀ ➁

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

should be brighter than the rest of

Logo
the sentence or paragraph, and is
Color
usually Lightning Yellow or Light
Typography
Gray.
Art Direction

Illustration

Iconography

Expressions

Checkout
Checkout

Components

Product

Contact
➀

Background: dark gray, text: light gray, 


faster than
in (half)

highlight: lightning yellow.


➁ Background: Bolt black, text: light gray, 


you can say
 the blink


highlight: lightning yellow

one-click. of an eye.

49
 Recessive type color We can use darker shades for anotations

Introduction
When combining our primary
Strategy
colors in a piece of communication,
Tone of Voice

always try to ensure legibility. Do Darker Gray — #444638

not layer bright colors atop on
Logo
another or dark colors atop one
Color
another in a way that would make
Typography
something difficult to read.

Art Direction

We can use lightning yellow for annotations We can use lighter shades for annotations
Here are a set of primary color
Illustration
combinations that could be a good
Iconography
place to start.
Expressions

Components

Lightning Yellow — #E6FF00 Mid Gray — #CFC9BC

Product

Contact

We can use a dark shade for annotations We can use a light shade for annotations

Bolt Black — #11190C Light Gray — #F3F1EE

We can use darker shades for annotations

Darker Gray— #444638

We can use darker shades for anotations

Dark Gray — #F3F1EE

50
 Expressive type

One click is

Introduction
Sometimes we use type to be very
Strategy
expressive with our messaging.
That often means being big and
Tone of Voice

bold, but clear. Expressive type

Logo
design helps convey the energy of
Color
the brand, and gets people excited

all it takes.
Typography
to checkout with Bolt.
Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

Bolt’s one click checkout


is fast, secure, and simple.

51
 Bish.

Expressive type ➀ ➁
The

very
very
Introduction
These are a few examples of how
Strategy
we can be expressive with our type
usage. Whether it’s a very short
Tone of Voice

Bash.
very
headline used very large, or being
Logo
more playful with how we illustrate
Color
our headline message, we think of
Typography
‘expressive’ as anything that feels a

very
Art Direction
bit more fun or a bit more dynamic
than a straightforward layout.
Illustration

Iconography

Bolt.
Expressions

Components

Product
➀ Large short headline contrasting

Contact with smaller body copy.

Checkout faster than


➁ Stacking / growing words to

you can say one click.

illustrate your headline message.

simple checkout.
➂ Simple and centered, but feels

heroic being the only element.

➃ Using bold type and a highlighted

Checkout

➂ ➃
word to stand out.

One-click
 in (half)

checko-andddd

you’re done. the blink

of an eye.
52
 Recessive type
Introduction
We can’t always be loud and
Strategy
expressive. Our design system and
typography needs to be able to flex
Tone of Voice

in the other direction as well and

Logo
be simpler and more recessive at
Color
times.
Typography

Tap into the largest


Art Direction

Illustration

Iconography

Expressions

cross-merchant 

Components

Product

Contact

shopper network.
CheckoutOS is the leading commerce platform that
powers checkout, identity, accounts, payments,
and post-purchase infrastructure.

53
 Recessive type ➀ ➁

Shop by category
Introduction

Strateg y
x
’
There s a fine line between when to
,
be e pressive versus ressive but
Welcome

when thinking about your piece of

to Bolt, Alex
Tone of Voice

communication think about your

Logo

audience and the message you are

Color
trying to get across. If you are
Typography
creating something a bit simpler
You have been invited to join [merchant account] on Bolt. Confirm
like an email orneed to be more
Art Direction

your email and set a new password by clicking the button below.

instructional like a sign-up page ,

Illustration

’
it s probably better to be more
Iconograph y
recessive and straightforward.
Expressions
Watch a demo
Components
Accessories Sports gear Sport top
Product

Contact
➀ Welcome emails.

See all categories

➁ In-app.

➂ On our website.

➃ In email templates.

➂ ➃

ST E P 1

Disable other credit card fields

For your customer to have a streamlined, attractive
experience inputting their credit card information, disable
any another credit card payment fields. Full guide.

The quickest, safest, effortless-est

way to pay for something online.
We’re so excited to welcome you to Bolt! If you haven’t yet:

Access your Bolt dashboard and set your password.

See it in action

54
 Type alignment

Introduction
Here are a few examples of ways
Strategy
that you may align your copy.

Sometimes we center

These are suggestions rather than
Tone of Voice

definitive rules, but always keep

Logo
legibility, consistency and clarity in
Color
mind when creating something
Typography
new.
Art Direction

align headlines.
Illustration

Iconography

Expressions

Components

Product

Contact

Sometimes we 

Sometimes
go smaller when 

we are left we have more 

things to say.
aligned.

55
 Type alignment

Introduction
Here are those examples, in

Checkout in (half)

Strategy
conjunction with content.

Tone of Voice

Logo

Color

Typography

the blink of an eye.

Art Direction

Illustration

Iconography

Expressions

Components

Product

Contact

The quickest, safest,

One-click
effortless-est 

checko-anddd
way to pay for

something online.
you’re done. One-click checkout with Bolt.
Pay effortlessly with Bolt.

56
 Type + art ➀

Introduction
Most of the time typography will be
Strategy
paired with a photograph,

Checkout in
illustration or bolt graphic. 


Tone of Voice

Logo
When combining type and image,
Color
always be sure to think of the

(half) the blink


Typography
hierarchy of elements. Type and
Art Direction
image should never take up the
same prominence.

Illustration

of an eye.
Iconography
Determine which is the focal point
Expressions
of the communication, and make
one much more prominent than 

Components

the other. Here are a few examples:

Product

Contact

➀ Headline is more the hero with

photograph supporting.

➁ Illustration is the hero with 


copy supporting.

➁ ➂

Checkout

➂ Headline is the hero with textural

bolt shape supporting.

Shop for

what
you love. faster than

you can say 


one click.
One-click checkout 

with Bolt.

57
 All caps Logo as primary element Logo as secondary element

Introduction
Use sentence case wherever
Strategy
possible. We don’t use all caps 

as a brand because we don’t 

Tone of Voice

want it to feel like we are shouting

Logo
at users. There may be some
Color
special use case for when all 

Typography
caps is necessary, but for the most
Art Direction
part, avoid it.

Illustration

Iconography

Expressions

Checkout
Checkout

Components

Product

Contact

faster than
in (half)

you can say
 the blink


one-click. of an eye.

58
 Special characters

Introduction
We also have a set of 17 special
Strategy
characters for use in limited cases.
These should be used very
Tone of Voice

sparingly with a short and simple

Logo
message. For example, on a
Color
prominent billboard, single word
Typography
social post or minimal headline on
Art Direction
our website.

Illustration

Hello!
Iconography

Expressions

Components

Product

Contact

?¿!¡@#$%&()/\™“”’

59