BOOK
GumGum is an artificial intelligence company with a focus on computer vision. Our mission is to solve hard problems across media by teaching machines to see and understand the world. Since 2008, the company has applied its patented capabilities in the advertising and professional sports industries.
OUR HISTORY
With over 10 years of experience in computer vision and natural language processing, we have become proficient at extracting value from text, images and videos. Our artificial intelligence technology allows marketers to place contextually relevant ads where users are most likely to see them. We also help rights holders assess the media value of their sports sponsorships.
WHAT WE DO
BRAND
OUR TONE
COMMON WORD LIST
LOGO MARKS
The GumGum logo is one of our most valuable assets. We have several variations to cover both digital and print. It proudly announces our company name, and creates a visual symbol that represents who we are.
WE CONVEY
THOUGHTFUL +
DIRECT =
FASCINATING
JOYFUL
CONFIDENCE
HELPFUL +
FRIENDLY
INSPIRATIONAL + AUTHORITATIVE =
Our brand voice is comprised of a combination of tones and a corresponding motion that we want to instill upon our audience.
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.
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 aclient. 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.
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.
HOW WE SPEAK AND THE EMOTION
PRIMARY
PRIMARY W/ TAGLINE
ICON
SAFE AREA
PRODUCT LINES
DON’TS
OUR COLORS
PRIMARY
YELLOW
C =0
M = 18
Y = 100
K = 0
R = 255
G = 204
B = 0
PMS: 116C
HEX: #FFCC00
GRAY
C = 46
M = 31
Y = 35
K = 1
R = 153
G = 153
B = 153
PMS: 443C
HEX: #999999
DARK GRAY
C = 0
M = 0
Y = 0
K = 80
R = 65
G = 64
B = 66
HEX: #58595b
LIGHT BLUE
C = 80
M = 12
Y = 1
K = 0
R = 0
G = 153
B = 204
PMS: 2995C
HEX: #0099CC
SECONDARY
DARK BLUE
C = 100
M = 62
Y = 35
K = 15
R = 0
G = 51
B = 102
PMS: 7694C
HEX: #003366
GREEN
C = 82
M = 0
Y = 42
K = 0
R = 0
G = 204
B = 204
PMS: 3265C
HEX: #00CCCC
YELLOW
C =0
M = 18
Y = 100
K = 0
R = 255
G = 204
B = 0
PMS: 7416C
HEX: #FF6666
TERTIARY
GRAY
C = 46
M = 31
Y = 35
K = 1
R = 153
G = 153
B = 153
PMS: 7668C
HEX: #666699
OUR TYPEFACES
COLLATERAL
HEADLINE
BRANDON GROTESQUE BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
SUBHEAD 1
Proxima Nova Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
SUBHEAD 2
Proxima Nova Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
BODYCOPY
Proxima Nova Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
PRESENTATIONS
HEADLINE
CENTURY GOTHIC BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
SUBHEAD 1
Century Gothic Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
SUBHEAD 2
Century Gothic Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
BODYCOPY
Century Gothic Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ICONOGRAPHY
ILLUSTRATIONS
The illustration style consists of organic lines that highlight our different types of image recognition using accents of our primary colors. Colors are used to accentuate distinctive characteristics of the object they are applied to.
Auto Detection
Animal Detection
Facial Detection
Logo Detection
Object Detection
Scene Detection
We believe in a new type of ad exchange, one that uses artificial intelligence to understand the full content of any digital screen. The majority of Fortune 100 companies in the US trust us to deliver contextually relevant ads in and around brand safe content, where user attention is focused. Based on the visual & textual information we scan from the page, we can target trends, events and topics. We can even run conquesting campaigns to reach consumers viewing images of rival brands. GumGum’s proprietary data management platform can target custom audience segments using first-party or third-party demographic and behavioral data, including past purchases.
OUR DIVISIONS
ADVERTISING
SPORTS
DENTAL
GumGum's Sponsorship Measurement Technology can track, identify and measure the value of every sponsorship opportunity for brands and rights holders. Whether on broadcast TV, social media, or streaming platforms, GumGum's technology can provide you the most granular and comprehensive analysis of your sports signage in our ultimate analytics dashboard, Media Value Center.
GumGum’s suite of AI solutions help dentists identify issues earlier and with higher precision. Our proprietary x-ray analysis capabilities recognize dozens of dental pathologies, existing restorations and natural anatomy allowing practitioners to capture and analyze data across their practice, spend more time with patients and better prescribe treatment options.
1. Clarity – How clear is the exposure?
2. Prominence – Is the logo front and center or hidden in the background?
3. Visibility – What percent of the logo can be seen?
4. Size – How big is the logo compared to the rest of the frame?
5. Placement – Where does the logo show up?
6. Share of Voice – What other brands are in frame and how do they stack up?
ADVERTISING
SPORTS
DENTAL
COLLATERAL
PRESENTATIONS
DOWNLOAD ASSETS
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