Gusto Brand Book

Working with Gusto Brand Guidelines 3.0

3 Introduction 5 Strategy 13 Logo 21 Color 29 Photography 36 Illustration 48 Typography 61 Voice and tone 71 Design examples 84 Partner program Contents 2 Brand Guidelines 3.0

In these guidelines, you’ll find everything you need to represent Gusto visually and verbally. Each unique element works together to bring our story to life. This brand is more than a logo—it’s a reflection of who we are and what we believe. It’s a celebration of humanity at work. Welcome to the Gusto Brand Guidelines. 3 Brand Guidelines 3.0

This brand was built for people who care about their people. 4 Brand Guidelines 3.0

Strategy A human-centered strategy is the foundation for everything we do. It comes from a deep understanding and respect for the customers we serve. 6 Our mission 7 Our offering 8 Our brand positioning 9 Our brand philosophy 5 Brand Guidelines 3.0

Strategy Our mission Our mission is to create a world where work empowers a better life. Peace of mind Make it easy for people to join and build great teams and stay compliant. Great place to work Transform work into a community where people feel connected, valued, and energized. Personal prosperity Help people grow and plan for a better future, beyond work. 6 Strategy Brand Guidelines 3.0

Gusto is the one place modern employers can go to onboard, pay, insure, and support their hardworking teams. With our smart technology and friendly service, we make the lives of working people a little easier, a little more secure, and a little brighter every day. Strategy Our offering We’re the people platform. 7 Strategy Brand Guidelines 3.0

We foster humanity at work. To make work meaningful, we must embrace what it means to be human in both heroic moments and difficult ones. Our brand tells the story of real people who inspire us and the incredible things that happen when we work together. We serve remarkable humans. We have to be remarkably human too. Strategy Our brand positioning 8 Strategy Brand Guidelines 3.0

Warmth and sophistication. Every creative decision we make balances warmth and sophistication. This tension allows us to differentiate our brand in an intelligent, human way. Strategy Our brand philosophy 9 Strategy Brand Guidelines 3.0

Warmth and sophistication. Warmth is how we show people we care. It’s being empathetic and thoughtful. It’s encouragement through sticky situations. It lights up a room and all the people in it. Strategy Our brand philosophy 10 Strategy Brand Guidelines 3.0

Warmth and sophistication . Sophistication is how we earn people’s trust. It’s caring about the smallest details. It’s expertise and opinionated guidance. It’s the delight someone feels when we anticipate their needs. Strategy Our brand philosophy 11 Strategy Brand Guidelines 3.0

Strategy Our brand philosophy Warmth is human. Sophistication is smart. 12 Strategy Brand Guidelines 3.0

Logo Our logo is how people find us in a crowd. It’s a confident first impression. An invitation to get to know us. It builds brand equity and sets us apart. 14 Our logo 15 Clearspace & sizing 16 Layout 17 Colorways 18 Symbol 19 Co-branding 20 Misuse 13 Brand Guidelines 3.0

Logo Our logo Our logo spotlights our unique and expressive name at every opportunity, so people remember who we are. The name “Gusto” is ownable—we don’t need an abstract symbol or mark to stand out. Look closely and you’ll notice the approachable, rounded letters and subtle smile of the lowercase “g”. The warm and sophisticated design is emblematic of our brand. Download our logo here . 14 Logo Brand Guidelines 3.0

Logo Clearspace & sizing The logo should never feel crowded or insignificant. Keep enough clearspace around the logo—no graphics or text should come within the boundary outlined on the right. And never size the logo less than 30px or .175 inches in height. 30px .17 5 inches 15 Logo Brand Guidelines 3.0

Logo Layout Be flexible when using the logo in different layouts. The people platform The people platform Corner aligned The minimum margins are set by the width of the “o” character. Center aligned If the text in the layout is centered, the logo should be centered too. Left aligned If the text in the layout is left- aligned, the logo should be left- aligned too. 16 Logo Brand Guidelines 3.0

Logo Color The logo should be in our primary brand color, Guava, whenever possible. See color guidance on page 22. On photography, the logo should always be white. Make sure to place it on a dark section of the image so it’s clear and legible. 17 Logo Brand Guidelines 3.0

Write something... About Photos Friends Work at Gusto.com Message Friends Following More Gusto Search Logo Symbol In very rare occasions, we use just our “g” symbol. We only use the “g” symbol in applications where the logo would be too small to be legible, like the favicon on our website. For internal events/swag, you can use “g” symbol as long as it’s accompanied by our full name and/or logo. Remember, we want to highlight our full name as often as we can. Never use the symbol when you can use the logotype. X ⅓X ⅓X 18 Brand Guidelines 3.0

2.5 Logo Co-branding We create co-branding when we collaborate with other brands or co-host events. We also apply co-branding in our product to highlight our accountant Partners. When placing other logos alongside our logotype, be sure to size both so they’re optically balanced. 19 Brand Guidelines 3.0

Logo Misuse Now that you know what to do with the logo, here are a few examples of what to avoid. Never color our logo with a gradient Never add an effect to the logo Never recreate the logo Never place the logo at an angle Never stretch or distort the logo Never use the logo in Guava or Kale on photography Never change the color of the logo Never change the arrangement of the logo gusto Never change the letter spacing 20 Logo Brand Guidelines 3.0

Color We use colors to showcase our vibrant personality. When used thoughtfully and consistently, they helps us stand out and stick in people’s minds. 22 Brand palette 23 Background palette 24 Tints 25 Usage 28 Misuse 21 Brand Guidelines 3.0

Kale #0A8080 R10 G128 B128 C83 M27 Y43 K12 PMS 7717 C Color Brand palette Meet our primary brand color, Guava. It’s bold, modern, and captures the spirit of Gusto. Alongside Guava is a cooler, secondary brand color named Kale. It’s a perfect balance to Guava’s vibrancy — particularly useful in our product where red hues can signal the wrong message. Guava #F45D48 R244 G93 B72 C0 M84 Y77 K0 PMS RED 032 C 22 Color Brand Guidelines 3.0

Color Background palette We have an additional set of background colors to complement our brand palette. The light background colors give our designs flexibility, visual interest, and warmth. And the hint of blue in our dark typography color is clear, accessible, and complements our color palette. A note about white space. We use white more than any color in our palette—it’s the perfect clean canvas to communicate important information. Color should be used to bring that white space to life. See page 26 for guidance. Supporting background colors Salt-1000 #222525 R34 G37 B37 C73 M64 Y64 K70 Pantone Black C Pantone Black U Supporting typography color Ginger-100 Ginger-200 #FFF2DF R255 G250 B242 #FFF2DF C0 M4 Y11 K0 R255 G243 B222 80% Pantone 7401 C 80% Pantone 7401 U Guava-100 Guava-200 #FFF3EF R255 G243 B239 #FEEFE8 C0 M6 Y6 K0 R254 G239 B232 Parsnip-100 Parsnip-200 #FBFAFA R251 G250 B250 #F8F5F2 C2 M2 Y3 K0 R247 G245 B242 80% PMS Warm Gray 1 C 80% PMS Warm Gray 1 U 23 Color Brand Guidelines 3.0

Color Tints Our colors can also be expanded to create a wider palette of tints and tones. These tints gives us flexibility, especially in our digital product, and add depth to our illustrations. But keep in mind that while our tints are a valuable tool, they should be used sparingly. Salt-1000 #222525 C77 M62 Y59 K75 R34 G34 B37 Pantone Black C Pantone Black U Salt-900 #525257 C63 M53 Y46 K41 R82 G82 B87 Salt-800 #6C6C72 C57 M47 Y39 K26 R108 G108 B114 Salt-700 #919197 C45 M35 Y31 K12 R145 G145 B151 Salt-600 #BABABC C30 M23 Y22 K3 R186 G186 B188 Salt-500 #DCDCDC C17 M12 Y13 K0 R220 G220 B220 Salt-400 #EAEAEA C9 M7 Y8 K0 R234 G234 B234 Salt-300 #F4F4F3 C5 M3 Y6 K0 R244 G244 B243 Salt-200 #FBFAFA C2 M2 Y2 K0 R251 G250 B250 Guava-100 #FFF3EF R255 G243 B239 Guava-500 #F45D48 R244 G93 B72 C0 M84 Y77 K0 Pantone Red 032 C, Pantone Bright Red U Guava-600 #EF523C C0 M79 Y74 K0 R239 G82 B60 Pantone 1795 C, Pantone 3556 U Ginger-200 #FFF2DF C0 M6 Y16 K0 R255 G242 B223 80% Pantone 7401 C 80% Pantone 7401 U Ginger-100 #FFFAF2 C0 M2 Y6 K0 R255 G250 B242 Parsnip-200 #F8F5F2 C4 M4 Y5 K0 R248 G245 B242 80% PMS Warm Gray 1 C 80% PMS Warm Gray 1 U Parsnip-100 #FBFAFA C2 M2 Y2 K2 R251 G250 B250 White #FFFFFF C0 M0 Y0 K0 R255 G255 B255 Guava-200 #FEEFE8 C0 M9 Y9 K0 R254 G239 B232 Guava-400 #F49582 R244 G149 B130 Guava-300 #FAC6B9 R250 G198 B185 Kale-500 #0A8080 C83 M27 Y43 K12 R10 G128 B128 Pantone 7717 C, Pantone 321 U Kale-600 #005961 C89 M40 Y47 K35 R0 G89 B97 Pantone 7720 C, Pantone 322 U Kale-400 #2BABAD C73 M8 Y35 K0 R43 G171 B173 Kale-100 #F3FAFB R243 G250 B251 Kale-200 #E0F2F5 R224 G242 B245 Kale-300 #8DD3D4 R141 G211 B212 24 Color Brand Guidelines 3.0

Color Usage The use of white in this example keeps the design clean, simple, and focused. Colors are used carefully to avoid overshadowing the photography. Our secondary color, Parsnip, creates a visual break and highlights important information. 25 Color Brand Guidelines 3.0

Color Usage Here, a Kale color module catches your eye as your scroll down the page. 26 Color Brand Guidelines 3.0

Gusto 09:19 Sit back and relax With just a few clicks, we calculate and file your payroll taxes Gusto 09:19 Choose the plan that’s rig ht for your busin ess Color Usage The use of white in this example keeps the design clean, simple, and focused. Colors are used carefully to avoid overshadowing the photography. Our secondary color, Parsnip, creates a visual break and highlights important information. 27 Color Brand Guidelines 3.0

Color Misuse Mixing colors can cause legibility issues (or just plain hurt your eyes). Here are some combinations to avoid. Get your team working with Gusto Swipe up Gusto 5h HR is hard lets tackle it together Today at 13.22 Reply to all To: [email protected] From: Gusto The People Platform Gusto makes it easy to onboard, pay, insure and support your hardworking team. Try 1 month free Swipe up The people platform Never use Guava as a background color Never use Guava as a text color over Kale Never use black or #222525 copy on Kale Ne v er use white copy on light background colors 28 Color Brand Guidelines 3.0

Photography Photography is the most authentic and dynamic way to highlight the people we serve. It captures the complexity of human emotion and grounds our brand in what’s real. 30 Our style 31 Principles 3 2 Teams 33 Individuals 34 Internal 35 Misuse 29 Brand Guidelines 3.0

Photography Our style There’s no better way to build a truly human brand than to highlight the humans behind the businesses we serve. That’s why photography is so important to our brand. And not just any photos either—real photos of real customers, working together. 30 Photography Brand Guidelines 3.0

Photography Principles There’s human connection in every image—eye contact between people in the photo or even someone out-of- frame. No gazing off into the distance. No over-producing. Photos should tell true stories. We want the dirt, the sweat, the messy desks. But we’re thoughtful too—composing shots that celebrate and lift up our customers. We’re serving businesses in hundreds of communities and industries across the country. Our customers are diverse, so it’s critical that our photography is reflects that. We have three key principles that guide our brand photography style and keep us consistent. Human connection The best of reality Diverse representation Principle one Principle two Principle three 31 Photography Brand Guidelines 3.0

Photography Te am s In all of our photos, people are shown in their natural working environments—blue collar, white collar, and every collar in between. Poses are candid and warm. Subjects are shown interacting with one another, highlighting teamwork whenever possible. 32 Photography Brand Guidelines 3.0

Photography Individuals Along with lots of group photos, you’ll find heroic portraits of the individuals who make up those teams. Close-up shots may be used to capture hands and focus on the details and craft. 33 Photography Brand Guidelines 3.0

Photography Internal At Gusto, we’re dedicated to building a diverse and inclusive workplace. We strive to represent this commitment through images of Gusties, but it’s important that we never misrepresent reality. Diversity is a job that’s never done and we’re committed to always getting better. All employees featured in our photography should be consenting and informed of how their photos will be used. 34 Photography Brand Guidelines 3.0

Photography Misuse Photography is a powerful tool, but the wrong photos can be damaging to our brand. Here’s what to watch out for. Never show people in cheesy, staged scenarios or unnatural poses. 35 Photography Brand Guidelines 3.0

Illustration Illustration is a key element of our brand. It’s a powerful storytelling tool that conveys our warm, vibrant personality with creative flexibility. 37 Overview 38 Principles 39 Style 40 Usage 43 Color 45 Strokes 46 Misuse 36 Brand Guidelines 3.0

Illustration Overview Our illustration style brings our brand to life. Illustration is useful when conveying abstract ideas, especially in our product. It can transcend space and time in ways photography can’t. 37 Illustration Brand Guidelines 3.0

Illustration Principles Use these three principles to make sure all brand illustrations communicate the right message, tone, and personality. Be intentional with the use of illustration. It’s a vehicle for telling stories and communicating abstract ideas—never just a decorative element. Always show a breadth of professions, ethnicities, ages, genders, religious beliefs, sexual orientations, disabilities, and abilities. Keep humans front and center, even in illustration. Our characters should be vibrant and full of life, with a whimsical energy. Guiding stories Warm, human energy Diverse representation Principle one Principle two Principle three 38 Illustration Brand Guidelines 3.0

Illustration Style We use an expressive, hand-drawn illustration style that emphasizes humanity. Pay attention to the little things that make it unique and ownable to our brand. Look out for these details. – Textured brush outline – Expressive strokes – Offset color fill – Color highlights with Guava and tints of Kale Expressive style Representing diversity Offset color fill Textured brush 39 Illustration Brand Guidelines 3.0

Illustration Usage: digital In our digital product, illustrations help us celebrate little moments and emphasize the benefits of our platform. They can add visual interest and pace, but remember that their primary use should be to communicate a message. 40 Illustration Brand Guidelines 3.0

Illustration Usage: comms. In marketing communications, illustrations tell stories and show emotion. They should complement the headline they’re placed next to. Let illustrations shine on a clean canvas by pairing them with white or Parsnip colored backgrounds. Gust o makes it easy. Choose th e plan that’s rig ht for your busin ess. Get your team working with Gusto. 41 Illustration Brand Guidelines 3.0

Illustration Usage: physical goods Illustrations are a vibrant brand element that work well on physical goods. Avoid using photos on swag. 42 Illustration Brand Guidelines 3.0

Illustration Color Color plays a key role in bringing our illustrations to life. We use a limited color palette to keep our illustrations looking ownable and consistent. Guava is used at 100% to keep it recognizable as our brand color. Three shades of Kale add depth to our illustrations. Outlines should always be in black. Guava 500 #F45D48 R244 G93 B72 C0 M84 Y77 K0 PMS RED 032 C Kale 300 #88D8D8 R142 G207 B210 C48 M0 Y21 K0 PMS 317 C Kale 500 #0A8080 R10 G128 B128 C95 M27 Y51 K7 PMS 7711 C Kale 400 #2BABAD R43 G171 B173 C73 M7 Y36 K0 PMS 2027 C Brand Guidelines 3.0 43 Illustration

Illustration Color: skin tones It’s important to have a range of skin tones that authentically represent the diverse people we serve. When portraying people, make sure to use a variety of skin tones. ST 200 #DBAFAB R219 G175 B171 C14 M36 Y27 K2 30% PMS 2442 C ST 400 #A24942 R162 G73 B66 C26 M77 Y67 K21 PMS 2442 C ST 300 #BE7C77 R190 G124 B119 C22 M56 Y44 K10 60% PMS 2442 C ST 100 #F7E1DF R247 G225 B223 C2 M15 Y10 K0 15% PMS 2442 C 44 Illustration Brand Guidelines 3.0 44 Illustration

Illustration Strokes Our brand illustrations require a consistent brush stroke. It’s how we create a system that’s unique and recognizable. Download the necessary illustration brushes here . And if you have additional questions about illustrations, contact the Brand Studio team at [email protected] . Textured brush 45 Illustration Brand Guidelines 3.0

Illustration Misuse There are certain things to avoid to keep our illustrations consistent and looking their best. Never modify the width or texture of the brush strokes Never place illustration over photography Never combine illustrations to create a new composition 46 Illustration Brand Guidelines 3.0

Illustration Misuse Be careful with the way you use color in illustrations. Here’s what to avoid. Never add or change colors in existing illustrations Never use too much of one color. Consider ratios. Never recolor or change the stroke style. Keep color fills offset. Never fully fill all shapes. 47 Illustration Brand Guidelines 3.0

Typography Our typography is both expressive and classic. We use two typefaces that work together to represent our unique personality and clear messaging. 49 Typefaces 52 Leading 53 Tracking 54 Alignment 55 Line length 56 Alternative fonts 58 Usage 60 Misuse 48 Brand Guidelines 3.0

Typography Typefaces: core Our primary typeface for headlines is ITC Clearface. It’s a personality-packed serif that helps us stand out. Our secondary typeface is G Centra, a contemporary sans-serif that’s accessible and unpretentious. It’s ideal for longer text and product experiences. Download our fonts here . ITC Clearface Bold G Centra Book When people come together, they’re capable of incredible things. We believe it’s not businesses powering the American economy, it’s people. And they deserve to be recognized, celebrated, cared for, and compensated. 49 Typography Brand Guidelines 3.0

Typography Typefaces: core Here is an example or heirachy. Gusto 09:19 Sit back and relax With just a few clicks, we calculate and file your payroll taxes Headline typeface ITC Clearface Bold Body typeface G Centra Book 50 Typography Brand Guidelines 3.0

Typography Typefaces: handwritten Carando Script is our proprietary handwritten typeface and is used when highlighting customer quotes and/or photos. This typeface should only be used to feature a business name or customer name—never in headlines, taglines, or body text. Owner, Coffee Meets Bagel Carando Script 51 Typography Brand Guidelines 3.0

Typography Leading We call the space in between lines ‘leading’. To ensure that our type is legible and always looking its best, we use a consistent amount of leading. For headlines set in ITC Clearface, we use a leading ratio of 110%. In body copy set in Centra, we use a leading ratio of 130%. x 1.1 x 1.3 When people come together, they’re capable of incredible things. We believe it’s not businesses powering the American economy, it’s people. And they deserve to be recognized, celebrated, cared for, and compensated. 52 Typography Brand Guidelines 3.0

Typography Tracking When we refer to the spacing in between letters, we call it tracking. To make sure that our type looks optically balanced, when using ITC Clearface we adjust the tracking to -5. For legibility, it’s important that ITC Clearface letters are well spaced and don’t touch. -5 0 When people come together, they’re capable of incredible things. We believe it’s not businesses powering the American economy, it’s people. And they deserve to be recognized, celebrated, cared for, and compensated. 53 Typography Brand Guidelines 3.0

We foster humanity at work. Typography Alignment Our type can be set aligned to the left or center, whichever is more appropriate. Make sure to leave enough clear space between the header and body copy to create clear hierarchy and balance between the two blocks of text. Our brand tells the story of real people who inspire us and the incredible things that happen when we work together. Center aligned Left aligned Our brand tells the story of real people who inspire us and the incredible things that happen when we work together. We foster humanity at work. 54 Typography Brand Guidelines 3.0

Typography Line length Headlines should be kept short for legibility and impact. This means there should be a 3-5 word maximum in each line of text. When lines of ITC Clearface become too long, they look unbalanced and harder to read. Remember, if it’s body copy, it should be set in G Centra. When people come together, they’re capable of incredible things. When people come together, they’re capable of incredible things. 7 3 55 Typography Brand Guidelines 3.0

Typography Alternative fonts When Clearface and Centra are not available (e.g. Google Slides, Google Docs, etc.), we use similar but alternative typefaces: Song Myung for headlines, and Proxima Nova for body copy. Song Myung and Proxima Nova aren’t perfect, but they’re pretty darn close. And for internal communications, it’s a strong alternative to preserve our visual style. Song Myung abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Proxima Nova Headline Body copy 56 Typography Brand Guidelines 3.0

Typography Alternative fonts Here is an example of heirachy. Presenter Name Intro slide for each section All Hands Confidentia l – Do not distribute MAY 2019 0 9 Headline Text AND EMPAISIS Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et highlight text aliqua. Ut enim ad minim veniam. 52 Confidential – Do not distribute Title of presentation 52 Confidential – Do not distribute Title of presentation Lorem ipsum dolor sit amet, consec- tetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dor med. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dor med. Text Slide header with two lines Go #WithGusto! Confidential – Do not distribute Title of presentation Song Myung Regular Song Myung Regular Proxima Nova Regular 57 Typography Brand Guidelines 3.0

Typography Usage ITC Clearface is great at capturing people’s attention, especially on a large scale. On the web, it gives life to our compelling headlines and draws your eye down the page, inviting you to explore the supporting content in G Centra. 58 Brand Guidelines 3.0

Swipe up Gusto 5h The people platform Swipe up Gusto 5h The people platform White on image Use white text on a clear, dark section of the photograph. Primary color on background When the image is too complex, place type on a separate background color. Typography Usage Type overlayed on photography should always be white. This keeps the content simple and allows photos to shine. Type may also be set alongside photography on a separate background color for legibility. This is useful for images with complex backgrounds. 59 Typography Brand Guidelines 3.0

Typography Misuse There are some things you should never do when using typography. When people come together, they’re capable of incredible things. When people come together, they’re capable of incredible things. When people come together, they’re capable of incredible things. Gusto makes it easy to onboard, pay, insure, and support your hardworking team. Gusto makes it easy to onboard, pay, insure, and support your hardworking team. Gusto makes it easy to onboard, pay, insure and support your hardworking team. Gusto is the one place modern employers can go to onboard, pay, insure, and support their hardworking teams. With our smart technology and friendly service, we make the lives of working people a little easier, a little more secure, and a little brighter every day. Never mix text alignments Never use ITC Clearface for paragraphs of more than four lines Our headlines should never look smaller than our body copy Never stretch or distort the typefaces 60 Typography Brand Guidelines 3.0

Voice and tone Our brand voice is our unique and familiar personality. We speak with human warmth and sophistication. 62 Philosophy 65 Principles 66 Examples 61 Brand Guidelines 3.0

Voice and tone Philosophy The warmth in our voice shows people we care. It’s a verbal handshake, packed with charisma. It’s thoughtful and encouraging, but always real, always honest. No sugarcoating the tough stuff. 62 Voice & tone Brand Guidelines 3.0

Voice and tone Philosophy The sophistication in our voice earns people’s trust. It’s expertise without ego. It’s paying attention to the details. It’s the knowing wink when we anticipate what someone needs at exactly the right time. 63 Voice & tone Brand Guidelines 3.0

Voice and tone Philosophy Too warm Too sophisticated Just right Sugary Cutesy Silly Loving Playful Sleek Authoritative Complicated Exclusive Elite Vibrant Optimistic Caring Intentional Expert 64 Voice & tone Brand Guidelines 3.0

Voice and tone Principles Principle two We make complicated things easy. We don’t just know a lot, we know how to break it down. Yes, even payroll taxes. Even FSAs. Even health insurance. Principle one We care for people. We have an invested interest in our customers and their success. We engage. We ask questions. We speak with respect. Principle three We brighten the day. We have an optimistic energy that makes even the most boring tasks kind of fun. (Lookin’ at you, payroll.) Principle four We get to the point. Our customers are busy, so we don’t beat around any bushes. We avoid jargon. We’re honest and clear. Remember: We’re in a highly regulated industry. Legal compliance is critical to protect both our business and our customers. It’s our responsibility to be clear, accurate, and compliant. Caring for customers means being honest. Write with enthusiasm but avoid superlatives like “best, “most,” or “fastest,” unless they’re indisputably true. 65 Voice & tone Brand Guidelines 3.0

Voice and tone Examples Work with Gusto This phrase reinforces our brand positioning: We foster humanity at work. To preserve its power, we have to be consistent. As a simple rule, only use “work,” “works,” or “working” alongside “with Gusto.” We often pair it with names and photos of real customers to highlight the people we serve. There may be exceptions if a phrase is used to explicitly communicate our product offerings. Not okay Okay Empower with Gusto. Do the hokey pokey with Gusto. Get it done with Gusto. Run payroll with Gusto. Offer benefits with Gusto. Take care of your team with Gusto. Okay 66 Voice & tone Brand Guidelines 3.0

7 Feb View details Reply to all From [email protected] [email protected] J Hi Jane, Looks like your payroll filings were already processed, so we’ll have to file these missed payrolls by hand. Dashboard Voice and tone Examples Email from support Obstacles can be stressful for our customers. We have to be clear, but also empathetic—especially when we’re communicating something tricky. *Note: This copy is an example only and should not be used without approval. Too warm Too sophisticated “ Uh oh! We already processed these filings. But don’t worry, we’ll just add your pesky missed payrolls the old fashioned way.” “ Final filings have already been processed. These missed payrolls will need to be entered manually into our system.” Just right 67 Voice & tone Brand Guidelines 3.0

We need more info to run payroll on time. We’ll need to deposit your taxes tomorrow. (Yep, that’s faster than usual — the IRS has a next-day rule when federal tax liability is over $100,000.) Upload a screenshot of your bank balance to verify funds. Upload “ Upload bank screenshot immediately. This payroll exceeds $100,000 in federal tax liability so it’s subject to the next-day deposit rule. Please verify your bank balance.” Voice and tone Examples In-product flow In the product, we try to reduce friction as much as possible. Our writing should be direct, clear, and focused on the customer benefit. *Note: This copy is an example only and should not be used without approval. Too warm Too sophisticated “ Whoa! That’s one big payroll. You’re subject to the next-day deposit rule. Eek! It’s okay though. Just snap a pic of your bank statement so we know you’re good for it.” Just right 68 Voice & tone Brand Guidelines 3.0

We’re more interested in being honest than hip, so no need for trendy memes. But stay conversational and have empathy for your audience. *Note: This copy is an example only and should not be used without approval.        
Voice and tone Examples Facebook advertising Too warm Too sophisticated “ Hey girl, need health insurance for your team? We could be friends... with benefits” “ Select from upwards of 3,500 small group health insurance plans tailored to your small business’ needs.” Just right 69 Voice & tone Brand Guidelines 3.0

Tr y Tr y Tr y “ Sit tight. We’ll be right with you.” “ Pick as many as you want.” “ No luck. Try another email or reset your password.” Avoid Avoid “A Gusto care representative will be with you shortly.” “Hold on for a hot second. We can’t wait to talk to you.” Avoid Avoid “Please select all that apply.” “You choose! Pick what you want.” Avoid Avoid “That username or password is not recognized.” “Whoopsies, that didn’t work. Wanna try another email?” Microcopy and other small messaging moments shouldn’t be overlooked. It’s not a computer—it’s Gusto. Speak in first person, be human, be direct. *Note: This copy is an example only and should not be used without approval. Voice and tone Examples Microcopy 70 Voice & tone Brand Guidelines 3.0

Design examples Our elements work in unison to make our brand distinctive and recognizable. In this section, we see how everything comes together in the wild. 72 Business cards 73 Benefits cards 74 OOH 75 Digital 76 Product 77 Social media 79 Swag 71 Brand Guidelines 3.0

Design examples Business cards 72 Design examples Brand Guidelines 3.0

Design examples Benefits card 73 Design examples Brand Guidelines 3.0

Design examples OOH Brand Guidelines 3.0

Design examples Digital display ads 75 Design examples Brand Guidelines 3.0

Design examples Product marketing images 76 Design examples Brand Guidelines 3.0

Write something... About Photos Friends Work at Gusto.com Message Friends Following More Gusto Search Design examples Social media Icons Wherever possible, we use the primary Gusto logotype. Our symbol should only be reserved for very small use cases, such as favicons. On the right, we have examples of how to use our logo on social media. Brand Guidelines 3.0

The people platform Gusto 09:19 Join more th an 100,000 small businesses and their te ams Gusto 09:19 Gusto 09:19 Sit back and relax With just a few clicks, we calculate and file your payroll taxes Design examples Social media Stories Type on photography Type and photography Type and illustration 78 Design examples Brand Guidelines 3.0

Design examples Swag Guidelines Why have guidelines for swag? When you wear swag, you are a walking billboard for Gusto. We want to ensure that all Gusto swag is consistent to help unify the brand and all Gusties. Individual team swag can be created, but should only consist of Gusto branding, i.e. our logo. We ask that teams no longer create individual team branding. Please do not Order swag without first submitting a Swag review for approval. Reference this guide any time you are considering ordering swag, whether internal or external. Submit a Swag review form for a member of Brand Studio to review and approve. Read the FAQ (p. 86-88) before slacking a member of the Brand Design Team. Please do 79 Design examples Brand Guidelines 3.0

Design examples Swag Approval process Company-wide swag (i.e. hats for launch; EOY shirts; pride shirts) 1. Run the idea by the Environment team and determine whether there is budget. 2. Submit a Swag review form for Brand Studio to review (include specifics, such as timeline, proposed swag item, colors, purpose, etc.). 3. Brand Studio will review the request, determine if there is bandwidth, and will communicate next steps. Team-specific swag (i.e. zip-ups for the Legal team) 1. Confirm that your team has budget for the swag item(s). 2. Read through these swag guidelines in their entirety. 3. Review products from vendor list provided by Environment. 4. Contact vendor to have mockups created using these guidelines. 5. Submit a Swag review form for Brand Studio to review the swag. 6. Once approved by Brand Studio, place the order. 80 Design examples Brand Guidelines 3.0 Design examples 80

Design examples Swag FAQ Q: Can I put in a request for a custom logo designed by the Brand Design Team for my team? A: No. We are all one team at Gusto, and because of this we do not create individual team logos. Q: But wait, can my team get their own custom swag? A: Yes. Take the Legal team for example — they created their own half-zip sweaters with the Gusto logo. Q: Whose budget does the swag come out of? A: If the swag is to be used company-wide, typically Environment will handle the cost, once approved. If the swag is for a specific team, that team covers the cost. Design examples Brand Guidelines 3.0 81

Design examples Swag FAQ Q: How do I find a vendor to work with? A: The Environment team is working on a handy list of vendors. We will update this FAQ once we have it! For now, we will do our best to offer vendor recommendations once you submit a Swag review form. Q: What if I want to create swag with custom lettering or illustration? A: In some scenarios, it’s appropriate to create a custom piece of swag with lettering and/or illustration for the entire company to use, such as Gusto Games. Submit a Swag review form and see if this is an appropriate instance for custom lettering or illustration. Q: How can I make swag more inclusive? A: You can offer male and female styles and sizes to your team if you’re ordering apparel! Design examples Brand Guidelines 3.0 82

Design examples Swag Colors It is important that our color palette is applied consistently to achieve greater brand recognition. When selecting a product for swag, please reference the appropriate swag-specific palette on the right. Black White Heather gray (dark) Charcoal Dark Kale Swag-specific palette 83 Design examples Brand Guidelines 3.0

Partner program We empower accountants and bookkeepers through Partner brand elements built exclusively for them. 85 Color 86 Typography & tone 87 Photography 88 Graphic element 89 Usage 84 Brand Guidelines 3.0

Partner program Color As an extension of our core brand, Partner Program assets feature primary brand colors. White and Guava are the dominant colors, supported by our full secondary palette. 85 Partner program Brand Guidelines 3.0

Partner program Typography & tone All of our brand typefaces and typographic rules apply here. In addition, we’ve added an all-caps treatment for captions when needed. The voice of our headlines reflect Gusto’s warmth and sophistication, with a bold down-to-business tone tailored exclusively to this savvy, task-oriented audience. ITC Clearface Bold for headline G Centra for body copy G Centra uppercase for Caption Your clients need more than an accountant. They need an advisor. As a people advisor, you combine your financial expertise with people-focused advising. Gusto has the tools to help you do just that. RUBY NGUYEN, CPA 86 Partner program Brand Guidelines 3.0

Partner program Photography We want our partner photography to highlight the individual in action. Focus on accountants and bookkeepers actively advising clients and engaged in their work. Shooting or choosing new imagery? Refer back to our core brand photography principles: human connection, the best of reality, and diverse representation . See page 31 for guidance. Advising a client remotely Engaged in strategic work Advising a client in person 87 Partner program Brand Guidelines 3.0

Partner program Graphic element: forms In recognition of the unique skills and habits of our partners, we’ve added an exclusive brand component inspired by the many forms and charts they navigate daily. Here are some examples: 88 Partner program Brand Guidelines 3.0

Partner program Usage Liam Jones Northwest Accounting PEOPLE ADVISOR CERTIFIED ‘21 Gusto Pro offers powerful tools for accountants. gusto.com/partners When times are tough, small businesses need a different kind of advisor. 89 Partner program Brand Guidelines 3.0

Partner program Usage Why Gusto Payroll and more Pricing Accountants Resources Search Sign in Gusto Pro Smart tools built for modern accountants. Payroll, benefits, people ops New smart dashboard People Advisory Why Gusto Payroll and more Pricing Accountants Resources Search Sign in The more you grow, the more you get. As a Gusto partner, you’ll get rewards like dedicated support, free payroll for your firm, revenue share, and perks to pass along to your clients. 3–14 clients Everything in Starter, plus: Gusto partner badges to add to your website Get clients with a featured Partner Directory listing 10% discount on Gusto services to pass along or keep as revenue share Bronze 15–49 clients Everything in Starter, plus: VIP support for your team Gusto partner badges to add to your website Get clients with a featured Partner Directory listing 15% discount on Gusto services to pass along or keep as revenue share Silver 50+ clients Everything in Starter, plus: VIP support for your team Gusto partner badges to add to your website Get clients with a featured Partner Directory listing 20% discount on Gusto services to pass along or keep as revenue share Gold 1–2 clients Starter Free Gusto Complete payroll and HR Tools for your firm Dedicated account representative Easy-to-use Gusto account dashboard and referral tools Free Gusto information and marketing collateral Flexible payment options for you and your clients 1-month free trial for your clients Brand Guidelines 3.0 90

Partner program Usage People Platform + Accountants = People Advisory Maya Miller PEOPLE ADVISOR CERTIFIED NORTHWEST ACCOUNTING S E AT TLE , WA Liam Jones PEOPLE ADVISOR CERTIFIED 91 Partner program Brand Guidelines 3.0

Partner program Usage Make time for conversations that matter. gusto.com/getstarted Get Gusto for your firm, for free. 92 Partner program Brand Guidelines 3.0

Contact If you have any questions regarding our brand please contact: brand-studio @ gusto.com #brand-studio Brand Guidelines 3.0