Document

Ridester Style Guide – Brand Standards and Development

The
BIG
Idea

Effortless
Activation

Driver
Optimization

BRAND
Touchpoints

Our Name
We are: Ridester
Correct usage:
ridester, ridester.com
(Ridester or Ridester.com
can be used in headlines
for consistency)
Incorrect usage:
ridester.wpengine.com
Brand Tone
Authoritative. Simple.
Brand Statement
As the go-to resource
for rideshare drivers, our
step-by-step activation
gets new drivers on the
road faster, while our
tailored content shows
existing drivers how to
maximize their rideshare
potential.
Our Tagline
Your rideshare roadmap
Primary Messaging
Ready to get behind
the wheel, but not
sure where to begin?
Sometimes getting
started is the hardest
part. With ridester.com
it doesn’t have to be.
Not only do we take
the guesswork out of
becoming a rideshare
driver, we make the
process as quick and
painless as possible.
Our step-by-step driver
activation guide will
have you on the road
(and earning money) in
no time. Once you’re up
and running, our tailored
content will get you on
the track to becoming
a better driver (and
earning even more).
From point A to point
Z, ridester.com is your
ultimate roadmap to
rideshare success.

..continued
Audience
Rideshare drivers of all
ages (18-65+).

New drivers are selfstarters looking to
develop an extra line of
income in a fairly new
industry. They’re not sure
where to go for answers,
but they’re eager to
hit the road and start
earning. Existing drivers
are ready to take their
rideshare experience to
the next level. They’re
searching for the
best tips and tricks to
maximize their income.

Explanation
As the ultimate resource for
rideshare drivers, our tone
should convey authority. We
don’t just have answers. We have
THE answers. We communicate
simply, breaking through the
clutter of information provided
by other rideshare resources.
Because our drivers are busy,
often in the car, and reading on
their phones between pickups,
it’s important to keep things
short, easy to understand, and
essential to their success.

Style
Guide
The following guide will walk
you through how to treat the
various brand elements that
make up our aesthetic. These
rules and regulations are set in
place to maintain the integrity
of our brand and should be
strictly followed.

Typography
GeorgiaBold Italics
Close inspection of
Georgia Bold Italics
reveals its clarity on
screens, even at small
sizes. Featuring a large
x-height (tall lowercase
letters), the strokes are
thicker than would be
common on a typeface
designed for display use.
Gotham
Rounded
Medium/Light
The Gotham Rounded
typeface, inspired by
building signs, celebrates
the workmanlike
“draftsman’s alphabet”
on a monumental scale.
It is approachable yet
technical.

Logo
Variations

Logotype
Our logotype speaks to
all things road-related—
taxis, construction crews,
and signage—because
we share common goals.
We too get you from
point A to point B, build
your career, and guide
you along your way. The
circular forms of the
logotype are inviting but
also have movement. They
drive the eye to the final
resolution of the “.com,”
emphasizing our online
presence and ease of
access.
Logomark
Our logomark represents
a fork in the road, a sign
we see day in and day
out. Using this reversed
“r” is a smart and clever
way to communicate our
dual mission: get people
driving quicker and make
them better drivers.

Color
Palette

YOUR RIDESHARE
ROADMAP