B E AT S F L E X Marketing Guidelines Guidelines for Beats Authorized Resellers Only December 2020
CONTENTS WELCOME The table of contents on the right contains links that will take you directly to the section indicated. To quickly return to the table of contents, click on the icon in the top left corner of any page.
THE NE W BE ATS FLE X Stay connected to the world you love with all-day wireless Beats Flex earphones. In your ears or around your neck, they’re as versatile as the life you lead. With up to 12 hours of battery life, you’ll always be ready for whatever the day (or night) may bring. Enjoy rich, powerful sound with both accurate bass and low distortion across the frequency curve.
OVERVIEW HOW TO USE THIS GUIDE This branding guide has been developed to help Beats resellers create communications that feature the new Beats Flex. It provides an overview of Beats-created assets, details how to properly use the assets, and offers layout guidance for various types of communications. When creating communications, follow these guidelines and keep in mind the Beats branding principles below.
PRODUCT POSITIONING
PRODUCT > ADVERTISING COPY Special marketing copy has been developed to promote Beats Flex. Use the product description that best suits your communication. Product name—including capitalization, punctuation, and word spacing—should always appear as shown below.
PRODUCT > PRODUCT DETAIL PAGE COPY • Magnetic earbuds with Auto-Play/Pause1 • Custom acoustic platform delivers premium sound with accurate bass and low distortion • Up to 12 hours of listening time2 • All-day comfort with Flex-Form cable and four eartip options PDP HIGHLIGHTS F E AT U R E COPY R E TA I L COPY • Powered by the Apple W1 chip for seamless connectivity3 • Audio Sharing lets you wirelessly share audio with another pair of Beats headphones4 or AirPods • 10-minute Fast Fuel charging gives 1.
PRODUCT PHOTOGRAPHY
PRODUCT PHOTOGRAPHY > COLORS COLOR SWATCHES Swatches can be used to convey available colors. Use the color values shown below to accurately represent the four Beats Flex colors.
PRODUCT PHOTOGRAPHY > AVAILABLE ANGLES PRODUCT PHOTOGRAPHY TIMELINE OF USE Product photography has been developed for each of the four Beats Flex colors. Multi-product options are also available. Use the image best suited for your communication type. Use only Beats-provided product photography. All imagery can be used for the full product lifecycle.
CHANNEL ASSET OVERVIEW AND STYLE GUIDE
CHANNEL ASSET OVERVIEW > PRODUCT KEY VISUALS P RO D U C T K E Y V I S UA L S + LO C K U P S File: 372_ToolKit_500x250_Black_DIGI File: 372_ToolKit_500x250_Yuzu_DIGI File: 372_ToolKit_500x250_2FAM_Red_DIGI File: 372_ToolKit_500x250_2FAM_Purple_DIGI File: NEW_BEATS_FLEX File: NEW_BEATS_FLEX File: NEW_BEATS_FLEX File: NEW_BEATS_FLEX F L E X T H AT F L E X T H AT F L E X T H AT F L E X T H AT File: TAGLINE_FLEX_THAT File: TAGLINE_FLEX_THAT File: TAGLINE_FLEX_THAT File: TAGLINE_FLEX_THAT Note t
CHANNEL ASSET OVERVIEW > PRODUCT FEATURE KEY VISUALS F E AT U R E K E Y V I S UA L S + LO C K U P S File: 372_ToolKit_500x250_Black_DRIVEN_DIGI File: 372_ToolKit_500x250_2FAM_Red_12HRS_DIGI DRIVEN BY PREMIUM SOUND U P TO 1 2 H O U R S O F LISTENING TIME File: 372_DRIVEN_ENUS_BLK_1L File: 372_12_HOURS_ENUS_BLK_2L Taglines can be used interchangeably with key visuals. Also available, but not pictured, is Yuzu Yellow. Smoke Gray and Flame Blue available in January 2021.
CHANNEL ASSET OVERVIEW > TYPOGRAPHY NEUZEIT GROTESK ZIGZAG Neuzeit Grotesk is a straightforward and utilitarian typeface. It reflects a “Form Is Function” philosophy, with a cheerful and reassuring aura. It’s commonly used on signage, magazine headlines, and flyers. Funny rounded font for which each glyph (caps only) has 3 variants in order to multiply expressions and attract the eye by breaking the rhythm of reading. An OpenType’s functionality lets you mix the variants.
CHANNEL ASSET OVERVIEW > LANGUAGES The tagline lockup for Beats Flex campaign is available in multiple languages. Outlined Adobe Illustrator files can be downloaded for use in your marketing communications. Feature Lockups are available in all languages.
CHANNEL ASSET OVERVIEW > LANGUAGES PORTUGUESE PORTUGUESE / BR A ZIL A DA P TA M -S E A T I . SWEDISH Beats Flex Marketing Guidelines December 2020 S PA N I S H / S PA I N Г Н И С В О Ё.
2D ASSETS
2D ASSETS > DIGITAL > EMAIL EMAIL Product You can use the “Your message” area to include information on pricing, offerings, services, store location, hours of operation, and so on. You can change the call-to-action button to “Pre-Order” or “Buy Now,” whichever applies. Please note that emails delivered by Brand Design may be slightly different than what’s pictured.
2D ASSETS > DIGITAL > EMAIL TILES EMAIL TILES Single-Product You can add an email tile to create an email featuring multiple products. You can change the call-to-action button to “Pre-Order” or “Buy Now,” whichever applies.
2D ASSETS > DIGITAL > RIVER CONTENT RIVER CONTENT Product These assets help consumers understand the key features and benefits of Beats Flex. Please integrate this into Product Detail Pages when possible.
2D ASSETS > DIGITAL > CAROUSEL CONTENT CAROUSEL CONTENT Product These assets help consumers understand the key features and benefits of Beats Flex. Please integrate this into Product Detail Pages when possible. Also available, but not pictured, are versions for Yuzu Yellow, Smoke Gray and Flame Blue. These can be re-sequenced as needed.
2D ASSETS > DIGITAL > BRAND PAGE HEADERS BRAND PAGE HEADER Single-Product Multi-Product The Brand Page Header should be placed at the top of the Beats by Dr. Dre dedicated brand page on your site. This image acts as the hero image for consumers searching for the brand and can be requested with a call-to-action button (e.g., “Buy Now”) or without.
2D ASSETS > LIFESTYLE > BEATS BLACK LIFESTYLE PHOTOGRAPHY Lifestyle images illustrate how Beats Flex seamlessly fits into everyday life. The photos on this page are available for use in your marketing communications.
2D ASSETS > LIFESTYLE > SMOKE GRAY TA L E N T File: BUMBLEBEE_JUAN_SCOTTY_ NPI_GREY_01_3386_rgb File: BUMBLEBEE_JUAN_SCOTTY_ NPI_GREY_03_6026_layered_ GG (1) File: ybr-selects-Capture One Catalog0789_E File: ybr-selects-Capture One Catalog0828_D File: 2020_10_12_YBR_GRAY_ 033_B File: 2020_10_12_YBR_GRAY_ 011_B File: ybr-selects-Capture One Catalog0152_C File: ybr-selects-Capture One Catalog0122_B File: ybr-selects-Capture One Catalog0198_D_Gray File: ybr-selects-Capture One Catalog0214_D L AY D
2D ASSETS > LIFESTYLE > FLAME BLUE TA L E N T File: BUMBLEBEE_JUAN_JITE_ NPI_BLUE_01_0057_rgb File: BUMBLEBEE_JUAN_JITE_ NPI_BLUE_02_1628_rgb File: 2020_10_12_YBR_TALENT_ BLUE_0047_B File: 2020_10_12_YBR_TALENT_ BLUE_0111_C File: ybr-selects-Capture One Catalog0089_C File: ybr-selects-Capture One Catalog0198_D File: ybr-selects-Capture One Catalog0214_C_blue L AY D O W N S File: 2020_10_12_YBR_BLUE_ 0003_B Beats Flex Marketing Guidelines December 2020 File: 2020_10_12_YBR_BLUE_ 0028_C 25
2D ASSETS > LIFESTYLE > YUZU YELLOW TA L E N T File: BUMBLEBEE_MYLES_IDDRIS_ NPI_YEL_01_0423_rgb File: BUMBLEBEE_MYLES_IDDRIS_ NPI_YEL_01_0664_rgb File: ybr-selects-Capture One Catalog0190_C File: ybr-selects-Capture One Catalog0689_F File: 2020_10_12_YBR_YELLOW_ 0027_B File: 2020_10_12_YBR_YELLOW_ 0032_B File: BUMBLEBEE_MYLES_IDDRIS_ NPI_YEL_01_0773_rgb File: BUMBLEBEE_MYLES_IDDRIS_ NPI_YEL_01_0965_rgb File: BUMBLEBEE_MYLES_IDDRIS_ NPI_YEL_01_0982_rgb File: ybr-selects-Capture One Catalog0062_D
DIGITAL VIDEO ASSETS
DIGITAL VIDEO ASSETS > USAGE AND AVAILABILITY > PRODUCT PRODUC T :30 Product Demonstration F O R M AT S AVA I L A B L E D U R AT I O N REGIONAL AVA I L A B I L I T Y :15 Product Demonstration 1:1 1:1 9:16 9:16 16:9 16:9 :30 sec :15 sec Global (24 languages*) Global (24 languages*) *Languages available: EN (US), EN (GB), FR (FR), FR(CA), DE, ZH (CN), ZH (HK), ZH (TW), JA, KO, IT, ES (ES), ES (MX), NL, RU, SV, PT, PL, CZ, AR, TR, DA, NO, FI Beats Flex Marketing Guidelines December 2020 28
DIGITAL VIDEO ASSETS > USAGE AND AVAILABILITY > PRODUCT FEATURE PRODUC T F E AT U R E Longform F O R M AT S AVA I L A B L E D U R AT I O N REGIONAL AVA I L A B I L I T Y Cutdown No. 1 Cutdown No.
DIGITAL VIDEO ASSETS > USAGE AND AVAILABILITY > CONSIDERATION CONTENT C O N S I D E R AT I O N CONTENT F O R M AT S AVA I L A B L E :15 Product Demonstration :15 Product Demonstration :15 Product Demonstration 1:1 1:1 1:1 9:16 9:16 9:16 16:9 16:9 16:9 D U R AT I O N :15 sec :15 sec :15 sec REGIONAL AVA I L A B I L I T Y Global Global Global Beats Flex Marketing Guidelines December 2020 30
RESOURCES
RESOURCES > PRINT PRODUCTION GUIDELINES THE RIGHT WAY TO PRINT Follow the guidelines on this page when setting up print files. These guidelines can also be shared with your print vendor. I M AG E S/ P R I N T - R E A DY F I L E S Print-ready files (CC18 InDesign) link to imagery, such as product shots and logos. Product photos are supplied as high-resolution Photoshop (PSD) and JPG files.
RESOURCES > SUBMITTING MATERIALS FOR REVIEW B E AT S PA R T N E R COMMS Please work directly with your local Beats Partner Comms contact on reviewing assets directly. When sending materials for review please include the following details so that the full context of your submission is known. • • • • • • • • APPLE SALES W E B (A S W ) Go-live date If part of a larger campaign, provide overall campaign details Channels (social, print, digital, etc.
RESOURCES > TRADEMARKS RESPECT THE TRADEMARK U S I N G T H E N A M E “ B E AT S ” IN TEX T Business and consumer-facing communications may refer to the brand name as “Beats” or “Beats by Dr. Dre.” T R A D E M A R K AT T R I B U T I O N In all regions, an attribution line should be included listing the Beats trademarks used in your communication. For example: Beats, Beats by Dr. Dre, the Beats b logo, Solo, and Beats Pill are trademarks of Beats Electronics, LLC.
© 2020 Apple Inc. All rights reserved. Products and company names mentioned herein may be trademarks of their respective companies. Product specifications are subject to change without notice.
