brand book 2022
Created: 08.01.20
Updated: 04.19.21
About us
GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising industry. The company’s contextual advertising engine, Verity™, comprehends the meaning of text, images and video online, allowing marketers to safely and precisely place ads where people are most engaged. Combining that contextual targeting and brand safety intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.
THOUGHTFUL We listen to understand different perspectives, show everyone respect, and relentlessly seek solutions for our clients (internal and external). AGILITY Having AGILITY to be quick, nimble and change direction gracefully while maintaining control. GRIT Showing GRIT. We bring energy and perseverance to everything we do.
Our values
HOW WE SPEAK AND THE EMOTION WE CONVEY Our brand voice is comprised of a combination of tones and a corresponding emotion that we want to instill upon our audience. THOUGHTFUL + DIRECT = CONFIDENCE In order for our audience to feel confident in our claims and abilities, our tone should be thoughtful and direct. It should be evident what we are saying is meaningful, analytical and well thought out. There should be no doubt or tentativeness. We can accomplish this by being straightforward, forceful and direct with our words—no matter how much reasoning or detail went into a conclusion or claim. This tone reflects the “science” of GumGum’s branding. INSPIRATIONAL + AUTHORITATIVE = FASCINATING There should always be a sense of fascination, intrigue and wonder about what we’re capable of now and in the future. An inspirational and authoritative tone helps us spark the imagination yet keeps us grounded in what’s achievable for a client. Action words that inspire curiosity help further the conversation around computer vision’s societal value. This tone articulates the “artistic” aspect of the GumGum brand. HELPFUL + FRIENDLY = JOYFUL We’re easy to work with and love to go above and beyond for partners and clients—wearing a smile the whole way through. There is a constant feeling of pride about our company and culture. Our friendly and supportive attitude earns us satisfaction among clients and employees. Translate this into a tone and the result is an affectionate and personal voice. This allows GumGum to feel more “human” and approachable.
Our tone
Common Words
• Artificial Intelligence (AI) • Contextual Intelligence • Computer Vision • Natural Language Processing (NLP) • Advanced GumGum Categories • Sponsorship Analysis • Deep Learning • Content-level Analysis • Post-Cookie • Cookieless • AI Solution Company • Verity • Brand Safety • Neural Network • Complex Tech, that's Easy to Use • AI-Powered Sponsorship Measurement • User Data Free • High-Impact
• Supervised Machine Learning • Brand Suitability • Labeled Data • GumGum Ad Exchange • Creative Ad Solutions • CBA Compliant • Highly Visible Ad Placements • Media Value Center • Machine Learning • Privacy Forward • Integrated Advertising • Technology & Media • The Visionary • How We Process Images • Attention Metrics • In-Image • In-Video • User Experience
Logo marks
COLOR
EPS file
PDF file
PNG file
JPG file
PRIMARY - B&W
PRIMARY - REVERSED
PRIMARY
SECONDARY
GUMGUM SPORTS - B&W
GUMGUM SPORTS - REVERSED
GUMGUM SPORTS - COLOR
GUMGUM VERITY - COLOR
GUMGUM VERITY - B&W
GUMGUM VERITY - REVERSED
TERTIARY
GUMGUM PRIDE
GUMGUM WOMEN
PRIMARY GRADIENTS & COLORS
GRADIENT 5 HEX: 00CE7C/#4AC1E0
GRADIENT 3 HEX: #ffb71b#fed925
PMS: 637C HEX: #4AC1E0
PMS: 115C HEX: #fed925
PMS: 7479c HEX: #00ce7c
GRAYS
PMS: 432C HEX: #323E48
GRADIENTS
GRADIENT 1 HEX: #b14fc5 #6786b8
GRADIENT 2 HEX: #e53e51 #f88d2a
GRADIENT 3 HEX: #ffb71b #fed925
GRADIENT4 HEX: #00CE7C #76bc21
GRADIENT 5 HEX: #00CE7C #4AC1E0
GRADIENT 6 HEX: #0071b2 #60a8d4
GRADIENT 7 HEX: #1c4f5b #358996
GRADIENT 8 HEX: #003246 #09202a
PMS COLORS
PMS: 2582C HEX: #9d57a2
PMS: 710C HEX: #e53e51
PMS: 1235C HEX: #FFB71B
PMS: 7479C HEX: #00ce7c
PMS: 7461c HEX: #0071b2
PMS: 7477c HEX: #1c4f5b
PMS: 7547c HEX: #131e29
PMS: 7682C HEX: #6786b8
PMS: 715C HEX: #f88d2a
PMS: 115c HEX: #fed925
PMS: 368c HEX: #76bc21
PMS: 637c HEX: #4AC1E0
PMS: 5483C HEX: #358996
PMS: 303C HEX: #002a3a
Colors
PMS: 2915c HEX: #60a8d4
PMS: 431C HEX: #5b6670
PMS: 430c HEX: #7b868c
PMS: 429C HEX: #A2A9AD
PMS: 428c HEX: #C1C5C8
PMS: 427c HEX: #CFD2D3
Iconography
Typefaces
Collateral
Presentations
HEADLINE
SUBHEAD 1
Muli Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
SUBHEAD 2
Muli Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Muli Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BODYCOPY
Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Muli Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Century Gothic Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. For advertisers, GumGum offers a full suite of pioneering future-proof solutions. The company’s contextual advertising engine, Verity™, comprehends the meaning of text, images and video online, allowing marketers to safely and precisely place ads where people are most engaged. Combining that contextual targeting and brand safety intelligence with proprietary high-impact ad formats, GumGum’s advertising solutions deliver industry leading efficiency, accuracy and performance.
Our divisions
GumGum is a global technology and media company specializing in contextual intelligence. For over a decade, we have applied our proven machine learning expertise to extract value from digital content for the advertising and sports industries. For sports rights holders, brands, agencies, and media companies, GumGum’s AI-powered analytics platform contextualizes the value generated by sponsorship exposure across linear broadcast, social media, and digital streaming channels. GumGum enables rights holders to measure, retain, and grow sponsorship revenue and gives sponsors the ability to track performance and optimize their sponsorship investments.
Advertising
Sports
