Bolt Media Kit Brand Guidelines May2022

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
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

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.
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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
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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
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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.
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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
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
One-click checko-anddddd you’re done.

Checkout in (half) the blink of an eye.
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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
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)
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.
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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
4920184431616954 [email protected] 8:44 pm
Dri-FIT Women's 1/2-Zip

92C2-4323-A1FA Ste$52
ph·anie
Nike Sharkey Dec 16, 2021
Stripe COMPLETED $35.71
4920184544163799 AlexSBCancelled
[email protected]:56 am
8FF3-441F-803A Kurt Bates Dec 14, 2021

Stripe COMPLETED $37.77
4920184656710644 [email protected] 8:40 am
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

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
Medium Semi Bold

opqrstuvwxyz
opqrstuvwxyz
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
Medium Bold
opqrstuvwxyz
opqrstuvwxyz
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.
Medium Extra Bold
opqrstuvwxyz
opqrstuvwxyz
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 

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

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.
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
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.
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
Strategy
Tone of Voice

Logo
Color
Typography
Art Direction
Illustration
Iconography
Expressions
Components
Motion
Contact
88
Phones
Introduction
Strategy
Tone of Voice

Logo
Color
Typography
Art Direction
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

Iconography
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.

Illustration
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.
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
Tone of Voice

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
Tone of Voice
Shockingly

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
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
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
close up
➂ Frequent shifts in direction
and scale
➃ Subtle perspective shifts in
transitions, used sparingly.
Don’ts
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
Dos
➀ Type on
➂ Match energy of
bolt animation
Don’ts
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

145
Contact
146
Introduction
Strategy
Tone of Voice
Logo
Color
Typography
Art Direction
Contact TBC
Illustration
Iconography
Expressions
Components
Motion
Contact
147

Bolt Media Kit Brand Guidelines May2022

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Bolt Media Kit Brand Guidelines May2022

Uploaded by

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B nd Guidelines

These guidelines will instruct you on how

and sound their best.

This document will take you through

Contact logo, color, typography, art direction,

Our brand mission, vision and archetype

work together to guide our decision

making and influence everything we do at

Our Why. The ethos that drives us daily.

creating trusted shopping

destinations for everyone.

Our What. How we work to achieve our Mission

Turn guest shoppers

into lifetime customers by

Turn guest shoppers

into lifetime customers by

Distinct value the global network

Our What. How we work to achieve our Mission

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

Turn stress into success

through checkout and consistently converting guest

Turn stress into success

should be left in the pre-purchase stage.

Shopping that instills a sense of confident completion,

Bolt’s e-commerce solution consistently

drives higher conversion, turning guest

Bolt’s impressively effortless,

one-click shopping experience allows

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

Bolt isn’t just about checkout.

It means how we use words and stories

to bring the brand to life across real

and internal documents.

What it means How it affects our writing

Checkout that lasts a second.

Loyalty that lasts a lifetime.

Example copy - Shopper

optimize for impact by using evocative, witty language

—especially in places with limited real estate. But this

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

Contact captures a mood, energy, or feeling.

You want it? You got it.

Easy, breezy, boltiful.

What it means How it affects our writing

Checking out with Bolt takes less

effort than reading this text.

The fastest checkout this side of the Mississippi

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

Example copy - Shopper

One-click checko-anddddd you’re done.

archetypes—our comms should be accessible to the

majority of people (excepting site-specific messaging

that requires tailored comms: use your best judgment).

Faster than those SkyPod elevators

Checkout so easy, even the Snowflake

What it means How it affects our writing

With this in mind, we avoid coming across

The fastest checkout this side of the Mississippi

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

These guidelines will instruct you on how  

This document will take you through  

work together to guide our decision  

creating trusted shopping  

Turn guest shoppers 

Turn guest shoppers 

Distinct value the global network  

Shopping that instills a sense of confident completion, 

drives higher conversion, turning guest  

Bolt’s impressively effortless,  

Bolt isn’t just about checkout. 

It means how we use words and stories 

to bring the brand to life across real  

Checkout that lasts a second. 

Checking out with Bolt takes less  

Faster than those SkyPod elevators  

Checkout so easy, even the Snowflake  

Stay away from trending topics.Cringe = death.  

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

with trending topics or subject matter that doesn’t  

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

My boss says if this tweet gets  

You can find the full tone of voice 

Our logo sits at the core of our brand.  

It’s bold and unique capturing the 

essence of the Bolt brand and should  

➀ Bolt Black logo for Lightning   ➂ ➃

➁ Light Gray logo for 

➂ Bolt Black logo for  

➃ Lightning Yellow or Light Gray  

To look its best, our logo needs  

of 0.28x. ‘x’ is defined by the  

logo should never exceed the  

Our logo is our most sacred asset.   

Please treat it with the  

Color is an essential component  

communication immediately recognizable  

and in illustration. They can  

you can say  

Contact One-click checkout  

section will instruct you how to use  