B nd Guidelines

M rch 2023
 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,

Motion

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
 4
Illustration
95

Logo

Color

Tone of Voice
 20
Iconography
 103

Typography

Art Direction

Logo
 35
Expressions
 111

Illustration

Iconography

Color
 48
Components
130

Expressions

Components

Typography
 57
Motion
 134

Motion

Contact
Art Direction 80 Contact 146

3
 Strategy
4
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Our brand mission, vision and archetype

Illustration

Iconography

Expressions

work together to guide our decision 


Components

Motion

Contact

making and influence everything we do at

Bolt. They help set the tone and direction

of our creative work, so be sure to link 

back to them as you develop the brand.

5
 Introduction

Strategy

Tone of Voice

Logo

Color

Brand mission
Typography

Art Direction

Our Why. The ethos that drives us daily.

Illustration

Iconography

Expressions

Components

Empower merchants 

Motion

Contact

to thrive independently, 


creating trusted shopping 


destinations for everyone.

6
 Introduction

Strategy

Tone of Voice

Logo
Ability to grow without being 

Color
Providing the tools, support
 forced to rely on the mega 

Typography
and insight they need. monopolies of the retail industry.
Art Direction

Illustration

Iconography

Empower merchants 

Expressions

Components

Motion

Contact

to thrive independently, 

creating trusted shopping

destinations for everyone.
Safe and secure commerce 
 Merchants, Shoppers, 

across surfaces. Creators, and more.

7
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Brand vision
Art Direction

Our What. How we work to achieve our Mission

Illustration

Iconography

Expressions

Turn guest shoppers


Components

Motion

Contact

into lifetime customers by

proving how simple and
rewarding it is to be known.

8
 Introduction

Strategy

Tone of Voice

Logo

Color
Loyal, logged-in 

Typography
Unknown, logged-out visitors. Shoppers.
Art Direction

Illustration

Iconography

Turn guest shoppers


Expressions

Components

Motion

Contact

into lifetime customers by

proving how simple and
rewarding it is to be known.

Distinct value the global network 


and individual merchants will provide
Merchants, Shoppers, 

Creators, and more.
Our big challenge for both

Merchants and Shoppers

9
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Brand archetype
Art Direction

Our What. How we work to achieve our Mission

Illustration

Iconography

Bolt is a Liberator.
Expressions

Components

Motion

Contact

A moral, risk-taking champion of the collective, freeing people from

the bonds of current norms and expectations. Still, Bolt shows
leadership without being self-righteous and creatively 

demonstrate our technical prowess to unlock new possibilities.

10
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Strategic territory

11
 Introduction

Strategy

Tone of Voice

Strategic territory
Logo

Color

Typography

Turn stress into success

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact
Checkout often causes e-commerce anxiety. A less Merchants worry less, learning from more first-

than seamless checkout experience can cause party data to improve customer experiences and 

abandoned carts, fraud concerns, and general their results over time. Shoppers worry less, 

frustration that can stop a purchase in its tracks.
enjoying the effortlessness of a secure, logged-in
experience across more merchants and purchasing 

Bolt relieves that burden, enabling shoppers to breeze
with confidence.

through checkout and consistently converting guest

shoppers into loyal account holders for better Bolt empowers a mutually beneficial relationship 

business 
 between merchants and shoppers, not intervening 

in the short term and long run. Checkout can not only like a self interested middleman. Whether you’re 

become your greatest strength for first-time customer
 shopping or selling, Bolt is built better for you — 

conversion, but a starting point for creating a win-win, all around.

customers 

for life.

12
 Introduction

Strategy

Tone of Voice

Logo

Color
Turn stress into success
Typography

For Merchants
Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact
No more feeling overwhelmed by the last step of the Implement the superior e-commerce checkout 

purchase process, like you’re subject to the whims of solution proven to dramatically improve conversion, 

shopper psychology or forced to pick the lesser evil 
 cut costs, and open your business up to a tens of 

from over-complicated systems that amount to millions-strong network of logged-in shoppers

ineffective eyesores.
who are more likely to buy—and keep coming back.

Others treat checkout as a hurdle, but you embrace 
 Bolt gives you peace of mind so you can dream 

it as a crucial tool in your arsenal — one that, when bigger: Checkout’s covered, so where do you want

mastered, unlocks new heights for your business.
to go from here?

13
 Introduction

Strategy

Tone of Voice

Turn stress into success

Logo

Color

Typography

For Shoppers
Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact
Any mental gymnastics required in the shopping Close out with an exceptional one-click experience 

experience — research, product and merchant 
 that frees you from frustration and makes coming 

discovery, consideration, the final decision — 
 back even more enjoyable.

should be left in the pre-purchase stage.

Shopping that instills a sense of confident completion,


Checking out swiftly and safely with Bolt can be the so you feel great—not just about what you got, but also
mood- boosting cherry on top, not cause to rethink 
 how you got there. Shopping is simply better with Bolt.
the whole routine. No passwords, no fumbling for 

cards or wallets.

14
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

B2B Positioning
Illustration

Iconography

What do we deliver?

Expressions

Bolt’s e-commerce solution consistently

Components

Motion

Contact

drives higher conversion, turning guest 


shoppers into logged-in customers, and
first time shoppers into lifetime
customers.

15
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

B2C Positioning
Illustration

Iconography

What do we deliver?

Expressions

Bolt’s impressively effortless, 


Components

Motion

Contact

one-click shopping experience allows

savvy shoppers to browse and buy with
more confidence across hundreds of
retailers.

16
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Value propositions

17
 B2B / Merchant Value Props
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction
No cart left behind Never pay for fraudulent chargebacks again
Illustration

Iconography
Bolt shoppers convert at a 47% higher rate than Bolt’s 100% chargeback guarantee

Expressions

Components

those using guest checkout. protects your business from shopper fraud.
Motion

Contact

Make every shopper a regular Tens of million of shoppers at your fingertips

Bolt shoppers have a 63% higher rate of 
 Tap into our rapidly growing network 

repeat purchase compared to guest checkout. of one-click ready shoppers from day one.

Say goodbye to guest checkout Flexible integrations no matter your tech stack
Bolt’s simplified, password-less login experience Bolt is purposely tech-and-platform-agnostic with
means merchants see a 2x average increase in hundreds of integrations that can easily optimize
the number of store accounts created, your existing infrastructure. You maintain control,
automatically converting more guest shoppers without being locked

into logged-in customers who are more likely to into an ecosystem.
come back.

18
 Introduction

Strategy
B2C / Merchant Value Props
Tone of Voice

Logo

Color

Typography

Art Direction
The impressively effortless checkout Shop where you scroll
Illustration

Iconography
Bolt is the simplest way to shop online: faster, No more navigating out to another website to
Expressions

Components
safer, and easier than checking out as a guest. make a purchase. Bolt lets you buy directly from
Motion

Contact
Forget searching for your wallet or filling out the content you’re viewing—social platforms,
frustrating forms. Bolt makes checkout a breeze. blogs, etc.—without interrupting your experience.

One shopper login to rule them all Peace of mind when you pay
Your Bolt account is your gateway to a whole new With Bolt you can shop and rest easy knowing
world of retail. Your username and password-free your sensitive information is encrypted and stored
sign on gain you access to One-Click Checkout safely. Bolt merchants can complete transactions
across hundreds of retailers. without directly handling your private account
details.

19
 Tone of Voice
20
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Bolt isn’t just about checkout.


Motion

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
 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

Motion

and internal documents.

Contact

22
 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

Motion

Contact
ToV Principle Two

Knowingly playful
ToV Principle Three

Comfortably at ease
23
 ToV Principle One

Thoughtfully concise
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

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.

24
 ToV Principle One
Introduction

Checkout that lasts a second.


Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Loyalty that lasts a lifetime.

Illustration

Iconography

Expressions

Components
Checkout faster than

you can say ‘one-click.’
Motion

Contact

Example copy - Shopper

Shockingly simple.
The very very very very 

simple checkout.

25
 Do not
Introduction

Strategy

Tone of Voice

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

Contact captures a mood, energy, or feeling.

Incorrect copy

Bolt it better.

You want it? You got it.

Easy, breezy, boltiful.

26
 ToV Principle Two

Knowingly playful
Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

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.

27
 Example copy - Merchant
Introduction

Checking out with Bolt takes less 


Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

effort than reading this text.

Illustration

The fastest checkout this side of the Mississippi

Iconography

Expressions

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

Components

Motion

Contact

Example copy - Shopper

One-click checko-anddddd you’re done.

Checkout in (half) the blink of an eye.

28
 Do not
Introduction

Strategy

Tone of Voice

Logo
Be careful of inside jokes or region-specific humor. 

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

Motion

that requires tailored comms: use your best judgment).

Contact

Incorrect copy

Faster than those SkyPod elevators 


at One World Observatory.

Checkout so easy, even the Snowflake 


Mountain people could figure it out.
29
 ToV Principle Three
Introduction

Comfortably at ease
Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

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.

30
 Example copy - Merchant
Introduction

Strategy

Tone of Voice

Logo
Checking out with Bolt takes less 

effort than reading this text.
Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

The fastest checkout this side of the Mississippi

Motion

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.

31
 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 –

Motion

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.

32
 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
Motion

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.

33
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

You can find the full tone of voice


and grammatical guidelines here.

34
 Logo
35
 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

Motion

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.

36
 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

Motion

Contact

37
 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.
Expressions
If your background is dark, use
the logo in Light gray or Lightning
Components
Yellow.

Motion

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.

38
 Clearspace 1x

Introduction
Minimum Size
1x
Strategy
For clarity across digital and 

Tone of Voice

print applications our logo

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

Typography

Art Direction
Clear Space
1x

Illustration

To look its best, our logo needs 


space to stand out. We have
Iconography
defined parameters to make 

Expressions
sure no other elements
Components
encroach on this clear space.
Motion

1x
Contact

30pt

39
 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

Motion
➀ Logo as primary element

Contact
➁ Logo as secondary element

40
 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
Motion

optically align to their wordmark

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

x 0.28x

41
 Introduction

Strategy

Our logo is our most sacred asset. 



Tone of Voice

Logo

Color

Please treat it with the 


Typography

Art Direction

Illustration

utmost respect. Thank you.

Iconography

Expressions

Components

Motion

Contact

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.

42
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

43
 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

Motion

Contact

44
 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.

Art Direction
0.5x
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

Motion

Contact

0.5x

0.5x

20pt

45
 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

Motion

Contact ➂ Twitter icon

➃ Instagram icon

➂ ➃

46
 Introduction
Our icon is just as important

as our main logo.


Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Please use it carefully.

Iconography

Expressions

Components

Motion

Contact

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.

47
 Color
48
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Color is an essential component 


Illustration

Iconography

Expressions

of our brand and is what makes a

Components

Motion

Contact

communication immediately recognizable 


as Bolt’s. Our palette is serious with 

a jolt of bold brightness in the form

of our vibrant lead color.

49
 Our lead color is

Introduction

Lightning Yellow.

Strategy

Tone of Voice

Logo

Color
It’s confident, vibrant

Typography

Art Direction
and energetic.

Illustration

Iconography

Expressions

Components

Motion

We use it carefully

Contact
in everything we do.

50
 Primary colors Lightning Yellow
Bolt Black
Dark Gray
Mid Gray
Light Gray

#E6FF00
#11190C
#787664
#CAC4B7
#F3F1EE

RGB: 230.255.0
RGB: 17.25.12
RGB: 120.118.100
RGB: 202.196.183
RGB: 243.241.238

Introduction
Our main set of colors are a
CMYK: 16.0.100.0
 CMYK: 72.59.74.81
 CMYK: 00.01.08.53
 CMYK: 21.18.26.00
 CMYK: 03.03.04.00

Strategy
handful of neutral warm grays, 

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

Tone of Voice

our vibrant hero color Lightning

Logo
Yellow. These colors are used on While printing:

Color
all pieces of Bolt communication Safety Yellow 13-0630
Typography
in one form or another.
TN

Art Direction
Backup: 809 U or 809
Illustration
C.

Iconography
Last resort: CMYK
Expressions

Components

Motion

Contact

51
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

52
 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

on our website, in presentations
Strategy

and in illustration. They can 


Pantone: Red 032 U Pantone: 907 C Pantone: 814 U Pantone: 2728 C Pantone: 802 U
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.
Motion

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

53
 Secondary colors ➀

Introduction
Remember when using these
Strategy
T ansa i ns
r that ct
colors o brand is
the Bolt Bank transfers Funding details
defined by its neutral tones 

Tone of Voice

and Lightning Yellow.

Logo

Color
Use the secondary palette to
round out the brand and product,

Shoppers
Typography

as well as help with differentiation

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

Illustration

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 

Components

shopping better for everyone

Motion

Contact

➀ In illustration

➁ Demographics on our website

➂ For differentiating order states

➃ For differentiating product states

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
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Dri-FIT Women's 1/2-Zip

92C2-4323-A1FA Ste$52
ph·anie
Nike Sharkey Dec 16, 2021
Stripe COMPLETED $35.71
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8FF3-441F-803A Kurt Bates Dec 14, 2021

Stripe COMPLETED $37.77
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54
 Color Watchouts
Checkout

faster than

Introduction
With so many secondary colors, 

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

rules in this guideline document

you can say 


Logo
and do not overuse the
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

Motion
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.

55
 Using color
Introduction
Here are a few links to other
Strategy
spots in the presentation where
we use color in conjunction with
Tone of Voice

other key brand elements.

Logo

Color

Typography

See how color works with type →

Art Direction

Illustration

Iconography

Expressions

Components

See how color works with expressions →

Motion

Contact

See how color works in illustration →

See how color works in photography →

See how color works in product →

56
 Typography

57
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Bold typography is vital to how we

Illustration

Iconography

Expressions

communicate as a brand. The following

Components

Motion

Contact

section will instruct you how to use 


our brand typeface, Agrandir Narrow 

Bold, to ensure our typography is 

always used to its full potential.

58
 AaBbCc
Primary type Agrandir Narrow by Pangram Pangram
Introduction
We have one typeface we use 

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

Tone of Voice

fine details, moderate contrast

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

Iconography

Expressions

Components

Motion

Contact

Checkout faster than

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

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
59
 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

Motion

Contact

Checkout faster than

you can say ‘one-click.’

Medium Semi Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
60
 Product type SF Pro by Apple

AaBbCc
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

Motion

Contact

Checkout faster than

you can say ‘one-click.’

Medium Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
61
 AaBbCc
Google Font Inter by Rasmus Andersson
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
Components
Inter Medium for body copy.

Motion
Please note, we only use Inter 

Contact Semi Bold in scenarios when we
absolutely cannot use Agrandir.
Inter is a free download from
fonts.google.com.
Checkout faster than

you can say ‘one-click.’

Medium Extra Bold

abcdefghijklmn
 abcdefghijklmn

opqrstuvwxyz
opqrstuvwxyz

ABCDEFGHIJKLMN
 ABCDEFGHIJKLMN

OPQRSTUVWXYZ
OPQRSTUVWXYZ

1234567890!@#$%^&* 1234567890!@#$%^&*
62
 Type hierarchy
Whenever we write and design

Shockingly simple.

Introduction
Headline: Agrandir Narrow Bold
Strategy
copy, please ensure to use the
following examples as guidance.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Subline: Agrandir Narrow Medium

Components

Motion

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

63
 Type color use cases
Introduction

Strategy

When combining our primary

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

Shockingly Simple. Shockingly Simple.

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

Iconography
good place to start.
Expressions

Components

Motion

Contact

Shockingly Simple. Shockingly Simple.

Shockingly Simple.

Shockingly Simple.
64
 Special cases
Introduction
Sometimes there will be use cases
Strategy
where you can push the colors
we’ve outlined on the previous
Tone of Voice

page. Please be mindful when

Logo
doing so. 


Color

Typography
One particular instance that works

Checking out

Art Direction
is using Mid Gray on a Bolt Black
background. This works well when
Illustration

you also have a highlighted word in

Iconography
Lightning Yellow.
Expressions

Components

with Bolt takes 


Motion

Contact

less effort than

reading this text.

65
 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

Checkout
Checkout

Expressions
➀ Background: dark gray, text: light 

Components
gray, highlight: lightning yellow.

Motion

➁ Background: Bolt black, text: light 


faster than
in (half)

Contact
gray, highlight: lightning yellow

you can say
 the blink


one-click. of an eye.

66
 Recessive type color We can use darker shades for anotations

Introduction
When combining our primary
Strategy
colors in a piece of communication,
always try to ensure legibility. Do Darker Gray — #444638
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

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

Motion

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

67
 One click is

Expressive type
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

all it takes.
Color
the brand, and gets people excited
Typography
to checkout with Bolt.
Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Bolt’s one click checkout


is fast, secure, and simple.

68
 Bish.

Expressive type ➀ ➁
The
very
very
Introduction
These are a few examples of how we
Strategy
can be expressive with our type

Bash.
very
usage. Whether it’s a very short
Tone of Voice

headline used very large, 


Logo
or being more playful with how 

Color
we illustrate our headline message,

very
Typography
we think of ‘expressive’ as anything
Art Direction
that feels a bit more fun or a bit more
dynamic than a straightforward
Illustration

Bolt.
layout.
Iconography

Expressions

Components

Motion
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.

Checkout

➃ Using bold type and a highlighted

➂ ➃
word to stand out.

One-click

checko-andddd
 in (half)

you’re done. the blink


of an eye.
69
 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

cross-merchant 

Expressions

Components

Motion

Contact

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

70
 ➀ ➁
Recessive type
Shop by category

n
Welcome

y

Introductio There’s a fine line between

V e

when to be expressive versus

Strateg

ressive, but when thinking

L o

Tone of oic

to Bolt, Alex
about your piece of

og
communication think about

Colo your audience and the message

A D n

Typograph you are trying to get across. If

You have been invited to join [merchant account] on Bolt. Confirm

you are creating something a

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

bit simpler like an email orneed

Illustratio
to be more instructional like a

E s

Iconograph
sign-up page, it’s probably

xpression better to be more recessive and

Watch a demo

M n

Component straightforward.
Travel accessories Sun protection Sport top
otio

Contact

➀ W elcome emails .

See all categories

➁ In-app

➂ O .

n our website

➃ In email templates.

➂ ➃

STEP 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.

Get started

71
 Type alignment
Introduction
Here are a few examples of ways

Sometimes we center

Strategy
that you may align your copy.
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.

align headlines.
Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Sometimes
Sometimes we 

go smaller when 

we are left we have more 

things to say.
aligned.

72
 Type alignment

Checkout in (half)

Introduction
Here are those examples, in
Strategy
conjunction with content.
Tone of Voice

Logo

Color

the blink of an eye.

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

One-click
The quickest, safest,
effortless-est 

checko-anddd
way to pay for

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

73
 Type + art ➀

Most of the time typography will be

Checkout in
Introduction

Strategy
paired with a photograph,
illustration or bolt graphic. 


Tone of Voice

Logo

(half) the blink


When combining type and image,
Color
always be sure to think of the
Typography
hierarchy of elements. Type and
Art Direction
image should never take up the

of an eye.
same prominence.

Illustration

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

the other. Here are a few examples:
Motion

Contact

➀ Headline is more the hero with

photograph supporting.

➁ Illustration is the hero with 


copy supporting.

Checkout

➁ ➂

Shop 

➂ Headline is the hero with textural

bolt shape supporting.

for what

you love. faster than

you can say 


➀

one click.
One-click checkout 

with Bolt.

74
 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

Checkout
Checkout

Expressions

Components

Motion

Contact

faster than
in (half)

you can say
 the blink


one-click. of an eye.

75
 Special characters
Introduction
We also have a set of 15 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

Iconography

Expressions

Components

Motion

Contact

76
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact
Special characters
We also have a set of 15 special
characters for use in limited cases.
These should be used very
sparingly with a short and simple
message. For example, on a
prominent billboard, single word
social post or minimal headline on
our website.

# %
!?@/&()“”$
77
 Special characters

Introduction

Strategy

Tone of Voice

Logo

Here are a few examples on how

we use them.

Usually we use them with the same

size as the titles. In some special
Question? 96%
Color
occasions, we can play with the
Typography
scale of the special characters to
create more memorable visuals.
Art Direction

Illustration

Iconography

#boltshop New/Old
Expressions

Components

Motion

Contact

“
Bolt came along, and really took the
risk out of the equation. We’re not
rejecting good orders any more,
just the bad ones, and it’s saving us
a ton of time.
1.972B
$

78
 Special character ➀ ➁

watchouts
Introduction

Strategy

We want to use these special

Tone of Voice

characters in moments that best

Logo
showcase their lightning bolt shape
Color
details. Hence we want to use the
Typography
only in short and simple headlines
Art Direction

and avoid the following examples.

Illustration

Iconography

Checkout

Expressions
➀ Don’t use special characters 

Components
multiple times in one headline 

Motion
sentence.

Contact

in (half)

➁ Don’t use special characters

in body copy.

Bolt fraud detection is

guaranteed to keep you
the blink
 covered with 100%
chargeback protection.
of an eye!

79
 Art Direction

80
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Distinct and dynamic photography is what

Art Direction

Illustration

Iconography

Expressions

sets us apart from the rest of the pack. 


Components

Motion

Contact

We use it to highlight the often surreal

feeling of One-Click Checkout, adding
movement and energy to merchants,
shoppers & products alike.

81
 Electric dynamism
Introduction
Our art direction and photography
Strategy
style interpret the excitement of 

One-Click Checkout through

Tone of Voice

dramatic wide angle lenses,

Logo
energetic movement and slight
Color
surreality in the form of subject
Typography
action and colorization. It’s meant
Art Direction
to mimic the momentum and
instantaneity of our product
Illustration

experience in a new and refreshing

Iconography
way.
Expressions

Components

Motion

Contact

82
83
 Portrait principles

Introduction

Strategy

Tone of Voice

People are what make Bolt, Bolt

and so photos of merchants and
shoppers alike are very important
for our brand. We have a set of
Emotive
Logo
principles we adhere to when Our photography should capture the energy and joy 

Color
shooting our photography. of the Bolt experience. Our photography should always
showcase our community in an expressive way, having
Typography

fun and filled with emotion.

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dynamic
Our photographs should always be shot using a wide
angle lens. This helps to make our subjects feel larger
than life, adds some slight surreality and movement.

Diverse
Our photography should be as diverse and inclusive 

as our platform. That’s why we always shoot people 

of different ages, backgrounds, and personalities.

83
 People
Introduction
People are the heart of the Bolt
Strategy
brand. Representing shoppers and
merchants alike, our photography
Tone of Voice

subjects should be as diverse and

Logo
inclusive as our platform, energetic 

Color
and expressive. 


Typography

Art Direction
Their poses and actions should
lend themselves to our dynamic
Illustration

wide angle style, creating

Iconography
movement through the image,
Expressions
drawing users into their world.
Components

Motion

Contact

84
 People
Introduction
People are the heart of the Bolt
Strategy
brand. Representing shoppers and
merchants alike, our photography
Tone of Voice

subjects should be as diverse and

Logo
inclusive as our platform, energetic 

Color
and expressive. 


Typography

Art Direction
Their poses and actions should
lend themselves to our dynamic
Illustration

wide angle style, creating

Iconography
movement through the image,
Expressions
drawing users into their world.
Components

Motion

Contact

85
 Props
Introduction
Sometimes our subjects will utilize
Strategy
props or accessories to represent
the products Bolt helps them
Tone of Voice

purchase.

Logo

Color
Product prominence will differ per
Typography
subject, but we always allow the
prop to lead the subject’s action or
Art Direction

photo angle. For instance, glasses

Illustration
would be shot from above, where
Iconography
as shoes would be shot from below
Expressions
or headphones might force the
Components
subject to dance.
Motion

Contact

86
 Phones
Introduction
A great deal of Bolt’s interactivity
Strategy
happens on mobile devices. 

A pillar of our photography, in
Tone of Voice

addition to people and props, 


Logo
are subjects interacting with
Color
phones, which immediately amakes
Typography
the connection that 

Art Direction
we are a digital platform.
Illustration

Iconography

Expressions

Components

Motion

Contact

87
 Phones
Introduction
A great deal of Bolt’s interactivity
Strategy
happens on mobile devices. 

A pillar of our photography, in
Tone of Voice

addition to people and props, 


Logo
are subjects interacting with
Color
phones, which immediately amakes
Typography
the connection that 

Art Direction
we are a digital platform.
Illustration

Iconography

Expressions

Components

Motion

Contact

88
 Phones
Introduction
A great deal of Bolt’s interactivity
Strategy
happens on mobile devices. 

A pillar of our photography, in
Tone of Voice

addition to people and props, 


Logo
are subjects interacting with
Color
phones, which immediately amakes
Typography
the connection that 

Art Direction
we are a digital platform.
Illustration

Iconography

Expressions

Components

Motion

Contact

89
 Products
Introduction
We have a wide coverage of
Strategy
merchants working in our network.
You can get all kinds of products
Tone of Voice

with just one click.

Logo

Color
Similar to the way we photograph
Typography
people, we also shoot our products
in wide angles, which lives in the
Art Direction
same energetic, dynamic world of
Illustration
Bolt.
Iconography

Expressions

Components

Motion

Contact

90
 Bounding boxes ➀ ➁

Introduction
Subj
thei re cts wi
backgrounds l often be
to cut
al l owout
us from
to
Strategy
plcolaocers.them atop our key brand
Tone of Voice

Logo

Color
When
aabout pai r i n g a cutout
boundia bingt alboxter)(whi c h subj
we e
talct k wi t h
Typography
you can ei t her
Art Direction
plhave
acethem
themblfuleedly inoutsi
sidedthee ofbox, or
Il ustration
i t for
Iconography
more dynamism.

Expressions
Ioff your subj e ct bl e eds outsi d e 

Components
the box, make sure they 

Motion
only bleed off of two sides.
Contact

➀ Subject in box.

➁ Subject bleeding out of box 


on top and right sides.

91
 ➀ ➁
Photos + bolts

Introduction
Subjects may be used on solid

colored backgrounds or with

Strategy

colored bolt shapes behind them.

Tone of Voice

The bolt shapes help gel our

Logo

images more closely to the rest 


Color
of the visual identity and add

Typography
pops of vibrant color and energy.

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

96 97

92
 Photos + logo
Introduction
Most of the time photographs 

Strategy
will be paired with our logo.


Tone of Voice

When combining type and image,

Logo
always be sure to think of the
Color
hierarchy of elements. Type and
Typography
image should never take up the
Art Direction
same prominence.

Illustration

Determine which is the focal point

Iconography
of the communication, and make
Expressions
one much more prominent than
Components
the other. Here are a few
Motion
examples.
Contact

93
 Watchouts ➀ ➁

Introduction
Here are a few things to watch
Strategy
out for when using or creating
new photographs.
Tone of Voice

Logo

Color

Typography
➀ Don’t use photos that are too flat 

Art Direction
or not using a wide angle lens.

Illustration

Iconography
➁ Don’t use photos that are too 

complex and confusing.

Expressions

Components
➂ Don’t show the edges of seamless

Motion
backgrounds. Always extend in post.

Contact
➃ Do not put photos inside bolts.

➂ ➃

94
 Illustration

95
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Our illustration is full of energy, and

Illustration

Iconography

Expressions

matches the personality of our brand with

Components

Motion

Contact

style. We put emphasis on the perspective

to have a strong sense of dynamism and
movement. When we can we should animate
the illustrations so they feel even more
exciting.

96
 Illustration

Introduction
Our brand illustrations use energy
Strategy
and perspective to visualize Bolt’s
value propositions in a fun,
Tone of Voice

relatable and interesting way.

Logo

Color
They’re used in all types of media,
Typography
including OOH, digital advertising,
co-marketing campaigns as well

Art Direction

as social media and our product.

Illustration

Iconography

Expressions

Components

Motion

Contact

97
 1 2 3
B2B Value Props

Introduction
➀ So Long, Guest Checkout

Strategy

Tone of Voice
➁ Fraud. No Longer Your Problem

Logo

➂ Twice Accurate Creation

Color

Typography
④ Bolt Blends Seamlessly

Art Direction

Illustration
⑤ No Cart Left Behind

Iconography

⑥ Unlock Customer Insights

Expressions

Components
⑦ Millions of Shoppers Ready to Checkout

Motion
4 5 6

Contact ⑧ Personalize Shopper’s Experience

⑨ Keep Them Coming Back For More

7 8 9

98
 1 2 3
B2C Value Props

Introduction
➀ One Shopper Login to Rule them All

Strategy

Tone of Voice
➁ The Impressively Effortless Checkout

Logo

➂ 404 Error

Color

Typography
④ More Choices at Checkout ver 1

Art Direction

Illustration
⑤ More Choices at Checkout ver 2

Iconography

⑥ Peace of Mind When You Pay ver 1

Expressions

Components
⑦ Peace of Mind When You Pay ver 2

Motion
4 5 6

Contact ⑧ Empty State ver 1

⑨ Empty State ver 2

7 8 9

99
 Illustrations + bolts

Introduction
Illustrations may be used on solid
Strategy
colored backgrounds or with
colored bolt shapes behind them.

Tone of Voice

Logo
When we use them with the bolt
Color
shapes, we want to maximize the
Typography
color difference with areas that are
layered on top of each other, to
Art Direction

prevent illustrations from blending

Illustration
with the bolt shapes.
Iconography

Expressions

Components

Motion

Contact

100
 Illustrations + type ➀

Introduction
When we pair type and illustrations
Strategy
together in different occasions,
there are times where the
Tone of Voice

Get shoppers 

illustrations take the lead or act as
Logo
supporting role to type. Type and
Color
illustrations should never take up
Typography
the same prominence.

Art Direction

to the finish line.

Determine which is the focal point
Illustration
of the communication, and make
Iconography
one much more prominent than the
Expressions
other. Here are a few examples:
Components

Motion

Contact

➀ Headline is more the hero with

illustrations supporting.

➁ Illustration is the hero 


with subtitle supporting.

➁ ➂
➂ Illustration is hero with

supporting ui.

So long, guest
checkout.
Find out more

101
 Watchouts ➀ ➁

Introduction
There are
beil ustrati a few thi n gs we want to
carefulons.about when we are using
Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Il ustration

Iconography

Expressions

Components

Motion

Contact
➀ Don’t recolor il ustrations with

colors out of our brand palette.

➁ Don’t pair il ustrations and type

in similar hierarchy

➂ Don’t use secondary color for

➂ ➃
il ustrations background

④ Don’t pair similar color bolt shape

with il ustrations

102
 Iconography

103
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Icons allow us to communicate our


Illustration

Iconography

Expressions

offerings quickly and efficiently in 


Components

Motion

Contact

product and on our website. They’re

designed to pair nicely with our brand 

icon and logo, streamlining the user
experience wherever possible.

104
 Iconography
Introduction
Our brand icons are used in
Strategy
product and are built to reflect
characteristics of our brand icon.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

105
 Iconography
Introduction
This is the full set of icons. 

Strategy
You may not use all of these 

in product or in presentations, 

Tone of Voice

but you’ve got access to them just

Logo
in case. You can also use these
Color
icons as a guide to build new ones.
Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

106
 Icons in use Outdoor Voices $48
Speckled Cotton Shortsleeve
M - Tall / White
Introduction
Icons are used, typically, on our
Strategy
website, in product and in internal
presentations. They may also be
Tone of Voice
Quantity
used on social if used small to
Logo
accent a particular story or
Color
headline.
1
Typography

Art Direction

Nike $52
Illustration

Dri-FIT Women's 1/2-Zip

Iconography
Training Top
Expressions
M - Tall / White

Components

Motion
Quantity

Contact
1

Continue to checkout

107

 Watchouts ➀ ➁

Introduction
Here are a few things to avoid with
Strategy
our icons. They are meant to be
small and informatively. Do not
Tone of Voice

color them in (they should always

Logo
be Bolt Black) don’t use them with
Color
illustration or AS illustrations.
Typography

Art Direction

Illustration

➀ Don’t color them in.

Iconography

Expressions

➁ Don’t use them with photography.

Components

Motion
➂ Don’t use them with illustration.

Contact
➃ Don’t use them big as illustrations.
One-Click

Checkout

➂ ➃

One-Click
Checkout on
Puppyspot.

Bolt payments
108
 Iconography+
Introduction
For our product experience, like
Strategy
merchant dashboard we have
slightly more expressive icons that
Tone of Voice

contrast with our more recessive

Logo
set. We can use them in the
Color
resource center and other specific
Typography
touchpoint where we want to put
Art Direction
more emphasis on a section.
Illustration

Iconography

Expressions

Components

Motion

Contact

109
 Icons+ in use
Introduction
Here’s one of the most important
Strategy
touchpoint for our expressive
icons. In this situation we want 

Tone of Voice

to make sure the resource center

Logo
iconography feels different from
Color
the navigation iconography.
Typography
They’re not meant to do the same
Art Direction
thing, and should logically look
different.
Illustration

Iconography

Expressions

Components

Motion

Contact

110
 Expressions

111
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

To express the lightning speed and

Illustration

Iconography

Expressions

excitement of Bolt checkout, we use 


Components

Motion

Contact

a series of textural shapes which are

inspired by bolts of lightning. These 

shapes are split into two categories:
expressive and recessive.

112
 Bolts ➀ ➁

Introduction
We have
expressi vtwo
e types
and of
recessibol
ve.t shapes,
Both are
Strategy
used to add energy and
Tone of Voice
uniqueness to our brand assets.
Logo

Color

Typography

Art Direction
➀ Expressive

Il ustration
➁ Recessive
Iconography

Expressions

Components

Motion

Contact

113
 Expressive bolts

Introduction
Our expressive bolts are more
Strategy
jagged and sharp. They cut
through pages energetically 

Tone of Voice

and usually start wider and end


Logo
in a small point. They can be used
Color
as background texture with type,
Typography
illustration and photography.

Art Direction

We have a suite of 15 expressive

Illustration
bolt shapes to use across Bolt
Iconography
communications.
Expressions

Components

Motion

Contact

114
 Bolt color

Introduction
Our bolts are almost always 

Strategy
used in Lightning Yellow or use
Lightning Yellow backgrounds.
Tone of Voice

Here are a few colors combos that

Logo
you should use when implementing
Color
your bolt shapes.
Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

115
 Zoom ➀ ➁

Introduction
You
bol t can ei
shapes t her
wi tuse
hi n the
your expressi
parti c ulvaer
Strategy
communi c ati o n frame, or zoom 

Tone of Voice
itextures.
n to createCareful endlenot ss intoteresti n g
Logo
zoom 

Color
inon toolonger
muchtelwhere
l you’ r eyou
l o can 

oki n g 

Typography
at a lightning bolt.
Art Direction

Il ustration

Iconography

Expressions
➀ Zoomed out

Components

Motion
➁ Zoomed in
Contact

116
 Bolt orientation ➀ ➁

Introduction
Our
frame bol ts
fromshoul
the d al
top, w ays
upperenter
corners,
Strategy
ordon’sidt eslookofliframe. Otherwi s e they
Tone of Voice
ke lightning bolts.
Logo

Color

Typography

Art Direction
➀ Coming in from top let corner.

Il ustration
➁ Coming in from right side.

Iconography

Expressions
➂ Coming in from top let corner.

Components

Motion
➃ Coming in from top.
Contact

➂ ➃

117
 Bolt + type

Introduction
Bolts are usualy used as
Strategy
background texture with
typography. Always be sure

Tone of Voice

that you’ve got proper contrast

Logo
between type, background

Color
and bolt for legibility.
Typography

Art Direction

Illustration

Pay without

Iconography

Expressions

Components

Motion

Contact

the panic.
118
 ➀ ➁
Bolt + type

Introduction
Place your type and bolts together

in a way that won’t hurt legibility

One-Click
Strategy

but will make the layout more

Checkout.

Tone of Voice

dynamic. If you’ve got light colored

One-click

Logo

type, make sure the bolt is out of

Color
the way. If you are using dark type,

make sure the bolt and

It’s simple.
Typography

Art Direction

backgrounds are also light. Here

are a few examples:

checko-anddddd

Illustration

you’re done.
Iconography

Expressions

Components
➀ Light text, dark background, 


Motion
bolt off to the side.

Contact

➁ Yellow background, light bolt, 


black type overlaid and legibile.

➂ Light background, yellow bolt, 


black type overlaid and legibile.

➃ Yellow background, type on its own

with bolt bleeding off bottom corner.

➂ ➃

Checkout

faster than

Shocklingly simple. you can say 


one click.
One-click checkout 


with Bolt.

119
 ➀ ➁
Watchouts

Introduction
Here are a few watchouts for using

our expressive bolt shapes. Again,

One-Click
Strategy

Lightning Yellow should always be

Checkout.

Tone of Voice

used in some capacity, be

One-click

Logo

conscious of legibility and


Color
don’t overdo it.

It’s simple.
Typography

Art Direction

checko-anddddd

Illustration

you’re done.
➀ Don’t make the Bolt a secondary color.

Iconography

Expressions

➁ Make sure things are legible.

Components

Motion
➂ Make sure you use lightning yellow.

Contact

➃ Don’t use multiple bolts too close.

➂ ➃

Shocklingly simple.

120
 Bolt + photo

Introduction
Photographs and bolts go together
Strategy
like cheese and crackers. We use
bolt shapes to add color, texture
Tone of Voice

and energy behind our cut out

Logo
subjects.
Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

121
 Bolt + photo ➀ ➁

Introduction
Here are a few examples of bolts
Strategy
paired with photographs, but
Tone of Voice

please see the previous page

where we highlight all bolt +
Logo
background color combinations for
Color
which color palettes to 

Typography
use with photography.
Art Direction

Illustration

Iconography

➀ Lightning Yellow on Dark gray

Expressions

Components
➁ Lightning Yellow on Mid gray

Motion

Contact ➂ Lightning Yellow on Light gray

➃ Light gray on Lightning Yellow

➂ ➃

122
 Examples

Introduction
On the following pages we’ve got a
Strategy
few examples of bolts in use.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

123
 Examples ➀ ➁

Introduction
Here are a few ways we use our
Strategy
bolt shapes. They can be used as
background graphics or zoomed in
Tone of Voice

to create more corner textures

Logo
allowing written content to shine.
Color
One click.

Typography

Art Direction

Checked out.
Illustration
➀ Behind text and photography

Iconography

➁ Behind photography.

Expressions

Components
➂ Zoomed in on site or 

Motion
email headers.
Contact

Congratulations!
Bolt One Click is now connected to your BigCommerce store. There are a few more steps 

you’ll need to take in your BigCommerce dashboard to ensure a successful integration.

Go back to BigCommerce

ST E P 1 ST E P 2

Disable Other Credit Card Fields Require a Shopper Phone Number

For your customer to have a streamlined, attractive For guest shoppers to effectively create a Bolt account

experience inputting their credit card information, disable and leverage Bolt’s One Click experience during their
any another credit card payment fields. Full guide. subsequent purchases, set the phone number field 

as required. Full guide.

Congratulations!
Bolt One Click is now connected to your BigCommerce store. There are a few more steps 

you’ll need to take in your BigCommerce dashboard to ensure a successful integration.

Go back to BigCommerce

Need help? Get answers here.

124
 Recessive bolts

Introduction
Recessive bolt shapes are a bit less
Strategy
sharp and only feature one edge
versus several. They are mainly
Tone of Voice

used to divide content or house

Logo
images in masks. They turn simple
Color
page dividers into unique brand
Typography
expressions.

Art Direction

We have a suite of 12 recessive

Illustration
bolt shapes to use across Bolt
Iconography
communications.
Expressions

Components

Motion

Contact

125
 Bolt + type ➀ ➁

Introduction
Recessi
verti c al ve
and bol ts
hori come
z ontal i n both
formats. The
Strategy
amount of sharp drops per edge
Tone of Voice
can di f fer from 1-3 but shoul d
Logo
never get more j a gged as they
Color
start not to look like bolts.
Typography

Art Direction

Il ustration
➀ Horizontal two edge recessive

Iconography

Expressions
➁ Horizontal one edge recessive

Components

Motion
➂ Vertical two edge recessive

Contact ➃ Vertical one edge recessive

➂ ➃

126
 Examples ➀ ➁

Welcome
 Clothing &


to Bolt, Alex
Introduction
Here are a few examples 

of recessive bolts in action.
Strategy

Tone of Voice

Logo

Accessories
Color
➀ Dividing an email.

Clothing designed for

Typography
You have been invited to join [merchant account] on Bolt. Confirm 

all day, every day.
Art Direction
➁ Text and image divider on site.

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

Illustration

➂ Image mask / divider.

View All
Iconography
Get Started
Expressions
➃ Above and below a headline.

Components

Motion

Contact

588 Sutter Street, San Francisco, CA 94102

© 2021 Bolt Financial, Inc. Update Preference Terms of Use Privacy Policy
➃

127
 Multiple bolts ➀ ➁

Introduction
We try to only use one bolt shape
Strategy
per execution, but if you are using

One-Click
One-Click

multiple bolt shapes in one very tall

Tone of Voice

or long execution, for example in a

Logo
tall email, make sure that they are
Color

Typography

not too close to one another.

Always allow ample space between

Checkout. Checkout.
Art Direction

shapes to ensure they don’t get too

Illustration
crowded. Get Started Get Started

Iconography

Expressions

Lorem ipsum dolor sit amet, consectetur Lorem ipsum dolor sit amet, consectetur
Components
adipiscing elit. Nulla diam ligula, hendrerit adipiscing elit. Nulla diam ligula, hendrerit
vitae hendrerit vitae, ultricies a tortor. vitae hendrerit vitae, ultricies a tortor.
Motion
➀ Bolt shapes on far top and 

Vestibulum ante ipsum primis in faucibus Vestibulum ante ipsum primis in faucibus
Contact far bottom, this is okay.

orci luctus et ultrices posuere cubilia orci luctus et ultrices posuere cubilia
curae. Nulla turpis tortor, consequat eget curae. Nulla turpis tortor, consequat eget
nulla sed, ultrices mattis augue. Proin et nulla sed, ultrices mattis augue. Proin et
➁ Too many bolt shapes close together,
placerat lorem. placerat lorem.
and all different types. Not okay.

588 Sutter Street, San Francisco, CA 94102 588 Sutter Street, San Francisco, CA 94102

© 2021 Bolt Financial, Inc. Update Preference Terms of Use Privacy Policy © 2021 Bolt Financial, Inc. Update Preference Terms of Use Privacy Policy

128
 Watchouts ➀ ➁

Introduction
Here are a few watchouts for using
Strategy
our recessive bolt shapes.
Tone of Voice

Logo

Color
➀ Don’t use expressive and recessive 

Typography
shapes too close to one another.

Art Direction

Illustration
➁ Don’t stack recessive bolts closely.

Iconography
➂ Don’t add a stroke to your bolts.

Expressions

Components
➃ Don’t use more than two colors.

Motion

Contact

➂ ➃

129
 Components

130
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Contrasting with some of our more 


Illustration

Iconography

Expressions

angular brand elements, we’ve got


Components

Motion

Contact

a handful of rounded brand elements


that help balance out our identity. 

The following examples guide you 

in how you should use them.

131
 Buttons
Introduction
We have two types of bolt shapes,
Strategy
expressive and recessive. Both are
used to add energy and
Tone of Voice

uniqueness to our brand assets.

Logo

Color

Typography

Art Direction

Illustration

Iconography

Checkout Checkout
Expressions

Components

Motion

Contact

Checkout Checkout

Checkout

132
 Boxes

Introduction
We have two types of bolt shapes,
Strategy
expressive and recessive. Both are
used to add energy and
Tone of Voice

Shockingly

uniqueness to our brand assets.

Logo

Color

Typography

Art Direction

simple

Illustration

Iconography

Expressions

Components

Motion

checkout.
Contact

One-Click Checkout 

with Bolt.

133
 Motion
134
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

To best demonstrate the lightning

Iconography

Expressions

Components

speed and excitement of Bolt

Motion

Contact

checkout, we use motion to animate

our brand elements in lightning

speed movements.

135
 General
Introduction
In general, our motion wants to
Strategy
reflect the effortless, lightning
speed of Bolt’s check out process.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dos

➀ Short, sharp movements

➁ Frequent shifts in direction

and scale

Don’ts

➀ Slow, single directional flow

➁ Drawn-out easing of transition

➂ Overly complicated

typographic animation

View graphic
136
 General
Introduction
In general, our motion wants to
Strategy
reflect the effortless, lightning
speed of Bolt’s check out process.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dos

➀ Short, sharp movements

➁ Frequent shifts in direction

and scale

Don’ts

➀ Slow, single directional flow

➁ Drawn-out easing of transition

➂ Overly complicated

typographic animation

View graphic

137
 Logo
Introduction
The logo animation shows a
Strategy
lightning fast transition from our
lightning icon to the Logo. Please
Tone of Voice

avoid stretching the logo during

Logo
the transition.
Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

View graphic

138
 Shorthand
Introduction
Here are two examples of our icon
Strategy
motions, with and without flashes.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dos

➀ Slight downward
motion of bolt

Don’ts

➀ Morphing bolt shape

View graphic
139
 Product mockup zoom

Introduction
When showing products, we still
Strategy
want to maintain the fast shift
Tone of Voice
movement that aligns with our
motion system.
Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions
View graphic
Components

Motion

Contact
slide
Dos

➀ Short, sharp movements

➁ Accent color flashes

➂ Frequent shifts in direction

and scale

➃ Subtle perspective shifts in

transitions, used sparingly.

Don’ts

➀ Holding perspective

after transition

➁ Device movement

except transition

View graphic
140
 Product mockup
perspective 01 perspective 02

Introduction
When showing products, we still
Strategy
want to maintain the fast shift
movement that aligns with our
Tone of Voice

motion system.
Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

View graphic View graphic

Dos

➀ Short, sharp movements

close up
➁ Accent color flashes

➂ Frequent shifts in direction

and scale

➃ Subtle perspective shifts in

transitions, used sparingly.

Don’ts

➀ Holding perspective

after transition

➁ Device movement

except transition

View graphic

141
 Hero typography
Introduction
Here are two examples for how we
Strategy
animate headlines and expressive
hero typography moments.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dos

➀ Accent color flashes

➁ Sharp zooms in and out

for transitions

Don’ts

➀ Slow zooms in and out

➁ Stretching type form

View graphic

142
 Typography
Introduction
Here are a few options on how we
Strategy
can treat typography when they
are not the centre of attention.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact
View graphic View graphic

Dos

➀ Type on

➁ Accent color flashes

➂ Match energy of

bolt animation

View graphic View graphic

Don’ts

➀ Holding perspective

after transition

➁ Device movement

except transition

143
 Punctuation
Introduction
Here are two examples for how we
Strategy
animate punctuations.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

Dos

➀ Accent color flashes

➁ All punctuation at the end

of a headline to appear

as a line before resolving

in punctuation

Don’ts

➀ Slow shift in and out

View graphic

144
 Bolts
Introduction
Here are a few examples of how we
Strategy
animate lightning bolts.
Tone of Voice

Logo

Color

Typography

Art Direction

Illustration

Iconography

Expressions

Components

Motion

Contact

View graphic
Dos

➀ Single direction

➁ No more than 6 frames

at 24fps

➂ Always exit with a scale

Don’ts

➀ Slow reveal

➁ Rotation

➂ Reverse transition out

View graphic View graphic

145
 Contact

146
 Introduction

Strategy

Tone of Voice

Logo

Color

Typography

Art Direction

Contact TBC
Illustration

Iconography

Expressions

Components

Motion

Contact

147