Welcome to the Goodays brand book
Here you'll find everything you need to know about the Goodays brand. This is a continuous project, so check back for regular updates and thanks for visiting.
--The Goodays brand team
This book has 3 main purposes:
> It houses our brand guidelines
Giving creators everything they need to create using our brand identity.
> It's a creative resource
A continuous source of inspiration for brand applications.
> It helps everyone know and tell our story
From strategy, to tone, to visual system we have everything here.
Index
Brand Story
Strategy
As Critizr we became market leader in France. From March 2023 we have rebranded and are expanding internationally as Goodays. In this section you will find the strategic fundamentals of our brand.
Personality
Social skills
Commercial skills
Empathy is the best brand equity. We know our customers by name and we like to treat them with love and care.
Real connections are at the basis of any good business. So is inventiveness and innovation: always exploring new ways to improve the service and make the lives of our employees and customers easier.
We've got 3 other C's to hold on to:
Clever: We're intelligent and quick-witted. We know what you need before you're aware of it yourself.
Cheerful: We're uplifting and good-spirited. We empower and motivate others. We aim to be the highlight of your day.
Charming: We're a conversation starter and a social being - people like to be around us. We feel familiar, welcoming, and engaging.
Tone of Voice
Tone versus voice
What’s the difference? Remember the way you speak yourself: you have the same voice all the time, but your tone changes depending on who you’re speaking to, when and where.
You’re about to discover all you need to know about how Goodays talks with the world.
The words we use (and the ones we don’t) are extremely valuable. They show people who we are, what we do and what’s important to us.
We want to have a consistent tone of voice. Our personality is the same whenever people come into contact with us. By doing this, we can help everyone make all of their days Goodays.
Ground rules
Before we give some examples of how we speak and sound, here are some ground rules that will help you write in line with the Goodays tone of voice.
1. UK English
We write in UK English. That means organisation instead of organization, humour instead of humor, and chips instead of fries.
2. Active voice
We write in the active voice. This is when we perform an action. While in the passive voice, something happens to us.
The active voice is the way most people speak. It’s dynamic, engaging and motivating: full of optimism and energy. Just like us!
If you’re in doubt, here’s an example that shows the difference between the two voices:
Passive
75% of ‘at risk’ customers brought back from the brink.
Active
We brought back 75% of ‘at risk back from the brink.
3. Short sentences
Good communication is clear communication. And clear communication is built on short sentences. Not really long sentences that go on for a really long time and go round and round in circles until you’ve forgotten what you’re reading (like this one). We prefer short, sharp sentences that are easy to read and understand.
4. First person
We speak directly to the reader and use ‘we’, ‘our’, and ‘you’, ‘your’. This is the most personal - and welcoming - form of address and the best fit for our values.
5. Emojis
Everyone loves emojis 🥰 – but as with all things, balance is important. An emoji every now and then is fun, but one after every sentence feels overwhelming. Try 99% words, 1% emojis.
6. Use of capitals
We only capitalise the first word of the sentence and the names of people and businesses. So we say hello Lisa and welcome to Goodays.
7. Jargon
If you’re sure that your reader will understand jargon, then it’s ok to use it. Think of standard industry terms like ‘frontline staff’, or NPS. But if you’re unsure that someone will know what you mean, search for an alternative term.
8. Abbreviations
Whenever you use an abbreviation or acronym, spell it out the first time you mention it. Then use the shortened version for all further references.
First use: Customer Experience Management
Second use: CXM
First use: Net Promoter Score
Second use: NPS
Our voice
We are the commerçant: the shopkeeper who you always come back to because they offer good service, good conversation and – just as importantly – good products.
Three simple words describe how we express ourselves:
Charming. Cheerful. Clever.
1. Charming
We see everyone for who they are
The best way to make real connections is to use real language: to speak on the same level as our audience.
Everything we say should be welcoming, warm and relatable. We use words that our audience understands and the way we speak is conversational, not formal. That means we adjust what we say to a customer depending on the situation and the person we’re speaking to.
Because that’s what a good commerçant does – they give every customer personal treatment.
Do:
Personalise your messages.
Address readers directly. Say ‘Hi’, call them ‘you’.
Stay professional. We don’t want to be best friends with the people we talk to, but good colleagues.
Good examples
Hi! How’s your day going? Can we help you with anything about the Goodays platform today?
You asked me about our saved replies features last week. I’ve scheduled a demo for Tuesday. Let me know if that works for you!
Don’t:
Try too hard. We don’t need to be cool, epic or poetic. Approachable is the goal.
Use (the latest) slang. Not everyone will understand, and we want to be inclusive.
Bad examples
What’s up homie? Hit us up if you want some tips and tricks on how to smash it out the park today.
Did you mention that last week? It’s been so busy lately, I totally forgot about you!
2. Cheerful
We put smiles on faces
Of course we do – we’re Goodays.
We know that what we do makes a difference commercially and emotionally and we want to share our optimism. So let’s have some fun when it’s appropriate and play with language to bring some sunshine to our customers’ day.
Do:
Be positive. We want to spread good energy, not make people laugh out loud.
Look for ways we can improve the reader’s day: either by helping them with their work or being cheerful.
Be careful. Humour is difficult to get right. If in doubt, leave it out.
Good example
Is it 4 pm already? Let us help you win some time with our feature on saved replies.
Don’t:
Be negative or aggressive.
Use any puns or references that only native speakers will understand.
Be clever. Everyone should be in on the joke.
Bad example
Happy hump day! Jump on the efficiency bandwagon with our latest feature.
3. Clever
We’re here to do a job
We should never lose sight of the fact that a commerçant operates a business. We can have fun with customers, but our job is to offer solutions.
To cut through the noise we should offer insights and services that create impact. The key to doing this is simple interactions that give the customer the data and services that show exactly what they need to know.
Do:
Give concrete examples of what Goodays features can do.
Provide figures to show what you’re saying is true.
Show how Goodays drives innovation in its sector.
Good example
Our clients retain 82% of unhappy clients and score a 4.20/5 average satisfaction rating. Let us show you how to build long-lasting customer relationships one conversation at a time.
Don’t:
Exaggerate.
Say anything you can’t back up with facts or figures.
Get too technical and fill sentences with terms and data.
Bad example
Customers will love you. Sales will boom. It’s time to accelerate your transition to a company-wide CX culture.
Our tone
While our voice stays the same, our tone changes depending on who we’re talking to.
Before writing anything, consider who you’re talking to and how we can meet their needs as best and fast as possible. Think about when they’ll be reading what you write, and what the impact will be of what you write. Celebrating good news requires a completely different approach than apologising for a mistake.
Who do we talk to?
Our platform is for large businesses with physical locations (sometimes up to 500!). They want to provide their customers with fast, simple and personal interaction experiences.
Within these enterprises we target
two groups:
Buyers
Users
1. Buyers
These people are the decision-makers within a business. We typically talk to a mix of C-suite, Marketing & Operations teams. We need to convince them that Goodays is their best choice.
What they want to know:
“Why would I need a tool like Goodays?”
“How will Goodays benefit our business?”
“I’m looking for (social) proof –
are there success stories?”
What we need to give them:
Arguments, testimonials and data
that proves what we say.
Example
Bring your customers back into the family. With Goodays, 75% of ‘at risk’ customers turn into loyal customers again.
2. Customers
After an organisation has purchased our platform, insights teams and frontline staff will start to use Goodays on a daily basis. We need to make sure they can use our platform as easily and effectively as possible.
What they want to know:
“How can I get started?”
“What’s going on in my store(s)?”
“How can I make best use of the platform?”
What we need to give them:
Tips and tricks to help them understand and make the most out of our platform.
Example
Saved replies that win you time and approval ratings
A saved reply is a quick and effective solution to a FAQ. But make it too generic and customers might feel like you’re not really talking to them. We recommend personalising your saved replies to sprinkle a touch of magic that will make the customer feel special. To make sure that’s the case, we can track how your saved replies perform. If one gets a bad customer rating, we’ll let you know so you can adjust it next time. Result? Better replies and happier customers.
Example copy
Different media require different approaches. For example, some parts of our voice will be more relevant on social media than a pitch.
Here are some guidelines for the media we use the most:
Guidelines for pitches
Goal: convince the reader that Goodays is the partner they need to drive impact in their business.
Every pitch should be tailored to the business you’ll be pitching to. We can be ‘Charming’ at the start at the end, but we should focus on ‘Clever’. Highlight the data and Goodays features that show why we’re the partner they need.
Example
Before:
Dashboards that really do something
Clear reads on what’s happening on the ground, in the moment, and over time.
Frontline staff can see when they need to act, and solve issues there and then, so local branches get slicker every day. And the whole business has the store-level and high-level insights it needs to transform for the better.
What could be better:
More insights into what our target audience needs and data to prove it.
After:
Dashboards that actually help you
We show you exactly what’s happening in your business right now. In the short-term, staff on the ground can take direct action on issues. In the long-term, your business gets the store- and high-level insights you need for impact. That’s what leads to +1.7%/year higher customer satisfaction and a +10 points/year NPS boost.
Guidelines for
social media
Goal: entertain or inform.
On social media we can be a bit more playful - but it depends on the content we’re featuring.
Think of it like a scale of 1 to 10 from fun to serious. Sometimes we can be 3 and showcase our Cheerful and Charming personality to bring some positivity to the timeline. But it’s 8 when we’re promoting a service/feature. Then highlighting impressive data could be a good way to cut through the noise on social media.
Example
Before:
Frontline teams and customers, connected
Critizr brings all your customer interactions together on a single platform, for two-way conversations that work for everyone. Higher sales, loyal customers, and staff with purpose.
What could be better:
Balance commercial impact with human benefits and emotion.
After:
Turn feedback into fanmail. 💌
Guidelines for
formal comms
(e.g financial reports)
Goal: illustrate Goodays expertise, insights and features.
When the focus is on being professional, we should balance clever with charming to showcase the mix that makes our product successful. So think Clever - give examples of features and data that showcases what we do - and be Charming.
Example
Before:
Critizr builds global team with senior appointments across marketing, branding and customer support
New Product Marketing department to accelerate product expansion strategy will be headed by - -=--- Elodie Champagnat
- UK-based James Wall appointed Brand Director
- Customer support department consolidated with Retail Consultant Mehdi Abdelkader
Customer interaction management specialists Critizr have announced three senior appointments to fill newly created strategic positions, as they pursue their ambition to grow the business and become a global leader in their field.
What could be better:
When writing for press, think about the what’s-in-it-for-them. It’s not about us telling our story. People need to listen too. Be confident (not humble) about where Goodays is heading.
After:
20+ years of experience joins Goodays
3 new senior staff members across marketing, branding and CS join Goodays this month to scale the company’s organisational structure and processes.
- Elodie Champagnat will head up the Product Marketing department.
Elodie will be in charge of our product expansion strategy. She brings over a decade of management experience at Monster and Talentsoft.
- James Wall will lead our rebrand as Brand Director.
James is an Anglo-Portuguese brand, marketing and communications director based in London. He was previously responsible for Client Success at Sprinklr and Account Management at Adobe.
- Mehdi Abdelkader will manage the Customer Support unit.
After 13 years as Regional Director at Carrefour, Mehdi enriches our team with hands-on experience at the shop floor.
Together, they bring over 20+ years of highly relevant retail experience to the team.
Guidelines for internal comms
(e.g. Slack)
Goal: inspire or inform.
When talking to our colleagues, we should be Cheerful and Charming. We want to encourage each other to be the best we can. But sometimes we just need to get down to business - so it’s ok to give a colleague just the facts they need to get on and do their job.
[@Goodays team, this is a great place to add Slack messages or other examples of relevant internal communication!]
Guidelines for formal comms (e.g financial reports)
Goal: illustrate Goodays expertise, insights and features.
When the focus is on being professional, we should balance clever with charming to showcase the mix that makes our product successful. So think Clever - give examples of features and data that showcases what we do - and be Charming.
Example
Before:
Critizr builds global team with senior appointments across marketing, branding and customer support
- New Product Marketing department to accelerate product expansion strategy will be headed by - Elodie Champagnat
- UK-based James Wall appointed Brand Director
- Customer support department consolidated with Retail Consultant Mehdi Abdelkader
Customer interaction management specialists Critizr have announced three senior appointments to fill newly created strategic positions, as they pursue their ambition to grow the business and become a global leader in their field.
What could be better:
When writing for press, think about the what’s-in-it-for-them. It’s not about us telling our story. People need to listen too. Be confident (not humble) about where Goodays is heading.
After:
20+ years of experience joins Goodays
3 new senior staff members across marketing, branding and CS join Goodays this month to scale the company’s organisational structure and processes.
- Elodie Champagnat will head up the Product Marketing department.
Elodie will be in charge of our product expansion strategy. She brings over a decade of management experience at Monster and Talentsoft.
- James Wall will lead our rebrand as Brand Director.
James is an Anglo-Portuguese brand, marketing and communications director based in London. He was previously responsible for Client Success at Sprinklr and Account Management at Adobe.
- Mehdi Abdelkader will manage the Customer Support unit.
After 13 years as Regional Director at Carrefour, Mehdi enriches our team with hands-on experience at the shop floor.
Together, they bring over 20+ years of highly relevant retail experience to the team.
Logo
Main logo lock-up
Black on Goodmorning
Logo elements
The logo consists of two elements:
(A) The icon.
(B) The wordmark.
Secondary lock-ups
(A) Good evening icon + Black wordmark on White.
(B) Good night icon + Black wordmark on White.
(C) Black logo on White.
(D) White logo on any Night colours.
Only when we want to use darkmode.
Safe space for logotype
The safe space is defined by the x-height of the letter 's'.
Starting to count from the edges of the icon on the left side, and starting at the end of the wordmark on the right.
Minimal size
Logo can be scaled to the smallest height of 35 px digitally or 3 cm.
Placement rules
Full logo
We use the full logo (icon + wordmark) if there is no window of opportunity shape in the application.
Wordmark
We use only the wormark if there is a Window of opportunity placed in the application.
Icon
Main color combinations for icon
(1) Black icon on Good morning.
(2) Black icon on White.
Coloured icons
The icon may be used in colour (Good evening or Good night) only in these cases:
- Social media.
- Inside the product.
Safe space
The safe margins around the icon are defined by 1/4 of the width of the entire icon.
Colours
Main palette
We make your day a good day. The four main colours are inspired by the different colour shades during the day: Good morning, Gooday, Good evening and Good night.
Next to the four main colours, black and white are also part of the main palette.
Main gradients
Extracted from the main colour pallete we use 4 fixed gradients.
These gradients are used inside "The window of opportunity" shapes.
Step by step guide to make gradients
A. Choose one of the predefined colour combinations/gradients.
B. Edit the gradient angle (radial) to fit your design.
C. Place the grain asset above your gradient. (Dowloand below)
D. Place the window of opportunity as a clippingmask above the gradient.
Primary colour combinations
When making colour combinations please stick to the fixed colour combinations.
Digital palette
Complementary to the main colour palette, we use a digital palette. This palette can be used for dark mode or in cases where the main palettebecomes too repetitive.
Digital gradients
Because the colour needs for digital are more complex we use an additional gradient system.
The primary four colours can be combined with a background colour from the digital palette to create the gradient.
Typography
Main font
Produkt by Commercial Type
Produkt is the typeface used for bold, defining and illustrative purposes, such as titles and intros.
We use it three different styles:
Regular, Regular Italic, Medium, Medium Italic
Secondary font
IBM Sans Regular
IBM Sans Regular is used for the body text and longer paragraphs.
We use this font in four different styles: Regular, Regular Italic, Medium, Medium Italic
Fallback font
Aleo by Google Font
Aleo is used for in cases where we can't use the main brand fonts.
We use Aleo in four different styles: Regular, Regular Italic, Bold, Bold Italic
Text hierarchy
Please use this example as a basis for your typographic layouts.
Visual system
Visual system
The window of opportunity is the backbone of the visual system.
It consist of two geometric shapes that overlay eachother to create a window in the center.
The window
The window is used as a visual methaphor for the opportunties that occur when we interact with our customers as a business.
It is created by the experience between The customer and The business.
The interaction
When the two elements come together we create a window of opportunity.
Gradient fill
When the two elements (The customer and The business) are combined we use a Goodays gradient fill.
How to: gradients
Please stick to the fixed main brand colours when filling the window of opportunity.
The placement inside the shape may be freely determined for each application.
Looking for digital gradients?
Click here.
Primary shape
When creating the interaction between customer and business we use a primary shape (the Yellow).
The secondary shapes (white) could be used if we need to communicate about specific target audiences or industries. They may also be used when the primary shape becomes to repetitive.
Minimum distance space
The minimum space to keep is 1/4 of the the width and height of the smaller shape - either primary or secondary shape.
Offset grid
To ensure the best visual result we use a offest grid of 45º.
New secondary shapes
New secondary shapes can be made by using the shape grid.
You can download the template here:
Size difference
There are two size options:
The same size (A)
for isolated use.
Inflated size (B)
for cropping
Applications
The shapes and windows can be used for a variety of applications:
(A) Image container.
(B) Content container for text.
Brand volume
VolumeTo keep the visual system in line with the application we use a brand volume.
A - Low volume
Type, colours, gradients & pictograms
B - Medium volume
Type, colours, gradients, pictograms & shapes
C - High volume
Type, colours, gradients,
pictograms, shapes &
photography
Highlights
The human touch
In cases where we want to emphasize we may use one of these hand-drawn shapes.
*Only use if the copy needs it in order to give emphasis.
Pictograms
Pictograms
We work with a custom set of pictograms.
They can be used in digital and branding applications.
Applications
Applying the elements
When applying the elements mentioned above please take in mind:
We are a positive and optimistic brand, don't be afraid to play around to show that.
Below you will see examples how to achieve this.
Balance
Balance a more clean and formal typographic layout (right) with a more playful and friendly visual (left).
Simplicity
Don't be afraid to create simple designs using the main colours & photography.
Colourful & positive
Integrate up to 3 colours (exculding black) in your designs.
Main combinations
On the main external channels we use the primary colours combinations.
Content
When creating content, be creative but stick to elements of the visual system and colours.
Add depth
Cropping the window and zooming in creates dynamic layouts when combined with text.
Don'ts
A
Don't use the secondary colours for main applications.
B
Don't combine to much elements.
C
Don't place type on the window element.
D
Don't use the gradient isolated.
Photography
Portaits
What makes us most happy is when you have an excellent day on the shop floor. We’re uplifting and always good spirited. It is in our name! Our style of photography reflects that. Portraits of customers and commerçants are warm, human and personal.
Scenario
This direction focuses on capturing a ‘slice of life’. We want to capture those local conversations. Every picture has a story behind it. These pictures portray real life and feel unpolished.
Branding photography
The images used in applications can be easily branded using the Goodays gradients.
Motion
Logo animation
The Logo animation may not be altered and can be used in presentations, video productions and as social media content.
The Logo animation follows the set colour combinations inline with the rest of the brand.
Icon may transition from gradient into solid colour.
Window of opportunity + images
When combining images with the window of opportunity follow these two guidelines:
- The image or images rise up within the window of opportunity.
- The Window of opportunity gradient continuously rotates slowly.
Shape interaction animation
The 2 geometric shapes are naturally attracted to each other and want to interact in a fast and flowing motion. The shapes have a playful nature and the inner-gradients continuously rotate slowly.
Typography
When animating type please follow these two guidelines:
- Typography has a quick and snappy motion.
- The text may be revealed by using a mask where the text rises from behind.