VERSION 25.05.2026
Brand Book
A practical guide to the ZOLEO brand
Purpose
This brand book provides clear, practical guidelines for maintaining consistency across all ZOLEO brand applications — from digital product to marketing materials to partner communications.
Who It's For
• Internal teams (product, marketing, design)
• External agencies and partners
• Vendors and collaborators
• Anyone creating ZOLEO brand materials
01 — FOUNDATIONS
Brand Foundations
Our strategic positioning and core principles.
ZOLEO Positioning
Peace of mind, for the moments that matter.
ZOLEO is a trusted Safety and Preparedness Platform that delivers peace of mind for the moments that matter.
It brings together a rugged device, an intelligent app, and an insightful dashboard to seamlessly connect you with friends, family, and work teams across networks and around the world.
Reachability &
SOS Orchestration
Intelligent
Monitoring
Safety Circles
Safety Intelligence
& Prevention
Incident Response
& Coordination
Post-Incident
Protection & Insights
Brand Promise
You don’t ignore risk. You prepare for it.
And when the journey takes you beyond cell service, the responsibility to stay safe doesn't stop there.
With ZOLEO, you're better prepared, so you never have to choose between what you want to do and the responsibility you carry for the people who depend on you.
Competitive Framing
We Are
✓
An outcome-led Safety and Preparedness Platform built around dependability, advanced intelligence, and a shared responsibility for safety preparedness planning
✓
An intuitive safety experience that makes it simple to call for help, share location, and stay connected in high-stress situations
✓
A network-agnostic solution that works across cellular, satellite, and beyond
✓
A platform that supports safety preparedness, monitoring, and coordinated response, before, during, and after an incident
We Are Not
✗
A satellite communication device or service
✗
Consumer lifestyle tech
✗
A product positioned against D2D
✗
A guarantee of accident prevention or absolute safety
Audience & Personas
ZOLEO serves two distinct audiences: individual Adventurers and Work Teams responsible for duty of care Their needs are different, but they share a common expectation: to stay connected, better prepared, and supported when cell coverage is unreliable or unavailable.
ADVENTURE
ZOLEO for Adventure
Built for hikers, hunters, campers, overlanders, and backcountry explorers who travel beyond reliable cell coverage. These individuals value self-reliance and freedom, but they also understand the importance of staying connected to the people who care about them. ZOLEO gives them a dependable way to stay in touch, share their location, and call for help when it matters.
WORK
ZOLEO for Work
Built for Work Teams responsible for workers’ safety. This includes anyone working off-grid or in remote, isolated, or higher-risk environments. From forestry and mining to utilities, emergency services, and field research, these organizations carry both a legal and moral duty of care for their workers. ZOLEO gives them the tools they need for safety preparedness, including visibility into their team’s safety and the ability to respond with confidence when incidents occur.
02 — MESSAGING
Messaging Framework
Our key messages and how to apply them.
Brand Narrative
Traveling beyond cell coverage doesn't mean leaving safety behind, or leaving the people counting on you in the dark.
ZOLEO delivers peace of mind for the moments that matter, so you can look out for others, and they can look out for you. It’s a purpose-built safety and preparedness platform that keeps Adventurers, Work Teams, and loved ones connected and better prepared for the unexpected.
ADVENTURE
Adventure further with ZOLEO.
Use the "for Adventure" messaging when speaking to individuals using ZOLEO for personal exploration beyond cell coverage.
EMOTIONAL PROMISE
There's no need to choose between playing it safe and showing up for the experiences of a lifetime.
AUDIENCE TRUTH
You aren't trying to be a pro mountaineer, but you do want to push your limits without feeling reckless.
NARRATIVE
Adventure further.
Everyone has a "further" – a place, experience, or version of themselves they haven't reached yet. But when the journey doesn't just belong to you, staying connected to friends and family comes with the territory.
Wherever adventure takes you, ZOLEO goes too, helping you stay connected to the people who matter, so you can look out for them, and they can look out for you.
WORK
Protect your teams with ZOLEO.
Use the "for Work" messaging when speaking to organizations responsible for worker safety.
EMOTIONAL PROMISE
When you work beyond cell service and out of sight, safety preparedness is a duty you take seriously.
AUDIENCE TRUTH
The work comes with risk. You can't remove it entirely, but you can manage it responsibly.
NARRATIVE
Safety in your toolbox.
Every job has its risks. And when teams work beyond reliable cell coverage, preparation matters. But when your duty of care never clocks out, trust in their safety is a responsibility you don't take lightly.
Wherever the job takes them, ZOLEO goes too, keeping teams connected to a Safety Circle of supervisors, dispatchers, safety captains, and a global network of first responders. Because it's not just your workers on the line, it's the people depending on them back home, too.
The Safety Circle
The Safety Circle is central to ZOLEO’s value. It reflects the idea that safety is about more than just the individual. It’s a shared responsibility between the people venturing beyond cell coverage and their friends, family, and work teams who deserve to know they’re safe. It’s at the heart of the peace of mind ZOLEO delivers.
INDIVIDUALS
FOR INDIVIDUALS
The Safety Circle includes the family, friends, and loved ones who want reassurance, visibility, and the ability to stay connected when someone they care about is beyond reliable cell coverage.
ORGANIZATIONS
FOR ORGANIZATIONS
The Safety Circle includes supervisors, dispatchers, safety leaders, and teams responsible for worker visibility, accountability, and duty of care.
Whether it includes one person or many, the Safety Circle reflects a core truth: safety is a shared responsibility.
Note: This dual-audience model is not just a messaging construct. It is foundational to how ZOLEO is designed and delivered.
03 — VOICE
Voice & Tone
How we sound and how tone shifts by context.
Core Voice Attributes
Grounded
We speak in practical, real-world terms that reflect how people actually experience risk.
Confident
We communicate with authority and from a place of genuine care for each other's safety, without overpromising or overstating what technology can do.
Human and Capable
We balance warmth, reassurance, and outdoor credibility, recognizing both the emotional pull of exploration and the responsibility that comes with it.
Trustworthy
We prioritize accuracy, consistency, and credibility in everything we do.
Measured
We treat safety seriously, focusing on preparation and responsible action without fear, drama, or hype.
Safe and Inclusive
We use language that welcomes a broad range of people, environments, and use cases while reinforcing that safety is a shared responsibility.
Tone by Context
ZOLEO for Adventure
Use a warmer, more inspiring tone. Speak directly to the individual Adventurer and the journeys they take beyond reliable cell coverage. Emphasize responsible exploration, preparation, and the peace of mind that comes from staying connected to the people who care about them. Celebrate ambition and independence without romanticizing risk.
ZOLEO for Work
Use a more direct, outcome-led tone. Speak to Work Teams at organizations responsible for worker safety, visibility, and response readiness. Frame safety as a matter of accountability and duty of care. Refer to workers as “workers,” “employees,” “team members,” or “people,” depending on context. Avoid corporate jargon, but provide the clarity and proof business buyers need.
04 — PILLARS
Pillars of Trust
The three truths that give ZOLEO its credibility.
01
Dependability You Can Trust
ZOLEO is built for the connections — and moments — that matter most.
With rugged hardware, reliable messaging and intelligent tracking, you have a dependable way to stay connected. From off-grid location sharing to check-ins and two-way SOS, you can reach help when it matters most, backed by a global network of first responders.
02
Advanced Intelligence
ZOLEO is more than just a device. It's an advanced approach to safety and preparedness.
With proactive monitoring, pre-incident safety intelligence, and automated guidance, you're better prepared and better informed when it matters most. When paired with the ZOLEO app, your connection follows you across networks and around the globe.
03
Shared Responsibility
Doing the right thing starts with how you prepare, and you shouldn't have to do it alone.
That's why ZOLEO leads the way, bringing together a community built on shared responsibility for safety preparedness beyond cell coverage. Through education, practical guidance, and our dedicated support team, you're ready to face whatever lies ahead, with the confidence that ZOLEO is by your side.
How We Talk About Product Features
Product messaging should prioritize outcomes over features. Lead with the benefit first, then support it with the feature when needed.
For example:
"Stay connected, and never worry about gaps in the network when you pair ZOLEO with your smartphone for automatic switching between satellite, cellular, and Wi-Fi."
"Reach help when it matters most, with 24/7 monitored SOS support."
"Keep friends, family, and work teams informed with shared messaging, location updates, and check-ins."
"Stay prepared with intelligent monitoring features and automated tracking."
"Communicate seamlessly with the people who matter through dedicated SMS and email access. No special equipment is required."
05 — COLOURS
Our primary and secondary colour palette.
Colour System
Nature-Inspired Palette
Our colour palette draws inspiration from the natural environments where ZOLEO operates—mountains, forests, deserts, and open skies.
Snowy Gray
Sky Blue
ZOLEO Green
Forest Green
Sandy Orange
Rocky Orange
Space Gray
Brand Colours
ZOLEO Green
#66C729
7:04:1 AAA
Space Grey
#49505C
7:92:1 AAA
Primary Green
Primary Green contains ZOLEO’s brand colour and its variations developed to improved accessibility. Green should be used primarily to maintain brand recognition throughout user flows.
Green 100
#CBF9AF
12:76:1 AAA
Green 200
#95DF6B
9:40:1 AAA
text
ZOLEO Green 300
#66C729
2:15:1
poor accessibility on white
Green 400
#379825
3:70:1 AA
Green 500
#38802A
4:90:1 AA
Neutrals
Grey should be used to create page hierarchy with backgrounds, borders, and text.
Grey 100
#F1F4FA
13:74:1 AAA
Grey 200
#E3E9F1
12:39:1 AAA
Grey 300
#ADADAD
6:74:1 AA
Grey 400
#777C85
4:19:1 AA
Grey 500
#49505C
8:12:1 AAA
Support Colours
These colours are used to highlight add-on features (e.g. location share+), user interface details, and errors that prevent a user from continuing and for destructive actions like deleting an address or device.
Note: blue tones should be more sky to be distinct from BlueCosmo. Colours should reflect nature and keep in mind the core of adventurous.
Orange 100
#F8E2C8
12:04:1 AAA
Orange 200
#EEB6A0
8:53:1 AAA
Orange 300
#DD6E42
4:60:1 AA
Orange 400
#A64132
6:13:1 AA
use for error messages
Orange 500
#7B3133
9:02:1 AAA
use for error messages
Blue 100
#E4F3FA
13.33:1 AAA
Blue 200
#ADE1F5
10:71:1 AAA
Blue 300
#5BC3EB
7:53:1 AAA
Blue 400
#4492B0
3:51:1 AA
accessibility on white
Blue 500
#244E5E
9:03:1 AAA
SOS Red
Blood Red should only be used for SOS-related features.
SOS Red
#B03538
6.15:1 AA
06 — LOGO
Logo Guidelines
How to use, scale, and protect the ZOLEO logo.
ZOLEO Logo
Colour Application
New ZOLEO Green
Primary colour for digital products and white backgrounds to meet accessibility criteria
White
Secondary colour for legibility and stand out when background is dark, colourful, or has a picture
Grid & Spacing
grid
tagline
clear space
Logo clear space should be 50% of the width of the logo “e”
clear space
Minimum Size
Minimum symbol size
18px
When reducing the symbol, make sure the minimum height is 16px
Minimum logo size
18px
23 mm
When reducing the logo, make sure the proportions stay the same and the symbol is still legible.
Minimum logo size with tagline
330 px
minimum size for tagline application
Maximum Size
Maximum logo size
75 mm
Standard print (A4, letter, brochure): max 75mm wide Large format (poster, trade show banner): 1/4 of panel width Packaging/small format: proportional to face panel Anchor rule: logo should aim to never be wider than 1/3 of the page’s shorter edge
07 — TYPOGRAPHY
Typography
Our typefaces and how to apply them.
Foundations
Heading Sizes
Weights
This is an h1 title
Bold (700)
This is an h2 title
Bold (700)
This is an h3 title
Bold (700)
This is an h4 title
Bold (700)
This is an h5 title
Bold (700)
This is an h6 title
Bold (700)
This is a small title in uppercase
Bold (700)
Typeface
Work Sans
General use across the app and website including components, headings, sub-headings, and copy
Body Sizes
Weights
This is a large body text
Medium (500)
This is the regular body text
Regular (400)
This is a label text with more contrast
Medium (500)
This is a label text with less contrast
Regular (400)
08 — IMAGERY
Imagery & Icons
Photography direction and icon usage.
Icons
Icons should be simple, clear, and consistent. Use outlined icons with a 2px stroke weight for interface elements. Icons should maintain visual balance and work at multiple sizes.
Icon Library
1
1
Topography Background Texture
Apply the topography pattern as a subtle background texture on screens where large areas of white space would otherwise feel empty or unfinished. The pattern should read as a light texture, never as a focal element.
Correct use
Empty state — sparse layout, pattern at 8–10% opacity adds depth without competing.
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
Incorrect use
Dense list — pattern at high opacity competes with content and reduces readability
regardless of background.
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
When to use
Empty states and zero-data screens where the primary content area is absent or minimal.
Screens where white space exceeds roughly 50–60% of the viewport, making the
layout feel sparse.
When not to use
Screens with dense content (lists, tables, forms, data visualizations) — the pattern competes with readability.
Screens where a white or neutral background is intentional (e.g. focused task flows, checkout, modals).
Behind imagery or illustrated empty state graphics that already provide visual texture.
Edge cases
If a screen transitions between a data state and an empty state, the pattern should only appear in the empty state. Avoid animating it in and out abruptly — a simple fade works well.
Partial white space (e.g. a sidebar or panel within a screen) does not qualify —
apply the pattern to full-screen backgrounds only.
Application specs
Opacity
8–10% — pattern should recede behind content
Color
On light UI: use multiply blend mode so contour lines read against white. On dark UI: use normal blend at low opacity. Never a brand accent colour.
Scale
Consistent across all screens — do not resize per breakpoint unless
explicitly specified
Fade
Use a simple CSS opacity transition when toggling between states. No
abrupt cuts.
Blend
Light backgrounds:
mix-blend-mode: multiply
— Dark backgrounds:
mix-
blend-mode: normal
Photography Guidelines
Authentic imagery capturing real moments of connection, safety, and adventure beyond cell coverage.
Visual Moodboard - Not Final, Still Under Development
Natural environments, authentic moments, diverse terrains and use cases
Photography Principles
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
Purposeful
Show ZOLEO as essential gear for safety and connection, not a gadget
Grounded
Natural lighting, real environments, calm confidence
Do
✓
Show diverse users: hikers, workers, families
✓
Capture real outdoor environments
✓
Use natural lighting and weather conditions
✓
Show product in context (on backpack, in hand)
✓
Emphasize connection and safety moments
Don't
✗
Use overly staged or studio shots
✗
Show only extreme sports or emergencies
✗
Over-process with heavy filters or effects
✗
Position as consumer tech or fashion accessory
✗
Use stock photos or generic adventure imagery
08 — BUTTON HIERARCHY
Buttons
Label conventions and interactive states.
Default
Hover
Selected
Disabled
Primary
Button
Button
Button
Button
Transparent
Button
Button
Button
Button
White
Button
Button
Button
Button
Underline
Button
Button
Button
Button
Destructive
Button
Button
Button
Button
Accessibility Standards
Colour Contrast
All text meets WCAG AA standards (4.5:1 minimum ratio)
Touch Targets
Minimum 44×44px for all interactive elements
Keyboard Navigation
Full keyboard support with visible focus states
09 — WRITING
Writing Standards
Our grammar, punctuation, and style rules.
Writing Examples
✓
Do
Use nuanced language around safety as a shared responsibility
ZOLEO helps Adventurers and Work Teams stay connected and prepared
for the unexpected beyond cellular coverage. Messaging should reinforce
shared responsibility between Adventurers, Work Teams, the people
connected to them, and ZOLEO.
APPROVED FRAMING
"At ZOLEO, you're part of a global community of Adventurers, Work Teams, and a global network of emergency responders who take safety as seriously as you do."
"Stay prepared for the unexpected."
"Stay connected so you can check in with others and call for help with the push of a button."
Use key phrases with relational context
Always explain "Safety Circle" within the context of the people connected to the user.
"ZOLEO keeps you connected to your Safety Circle on every journey.
Because your friends, family, and work teams deserve to know you're safe."
Frame "peace of mind" messaging around the connections that matter most — including both recreational and professional use cases.
"friends, family, and work teams"
"the people counting on you"
"the connections that matter most"
Use defensible language around connectivity and coverage
Include appropriate context when describing ZOLEO's connectivity and
coverage capabilities. As a satellite-connected solution, performance
depends on factors like satellite visibility, environmental conditions, and
maintaining a clear view of the sky.
Use proper context for language around automatic network switching
Include "when paired with the app" with any mention of ZOLEO's automatic network switching.
"When paired with the app, ZOLEO follows you across satellite, cellular, and Wi-Fi networks."
Follow product and platform naming conventions
ZOLEO
should always appear in all capital letters.
ZOLEO is pronounced with emphasis on the first syllable: ZOH-lee-oh.
"Safety and Preparedness Platform" should appear in title case.
Use serial commas (Oxford commas)
A serial comma is placed immediately before the coordinating conjunction
in a list of three or more items.
"Friends, family, and work teams."
Capitalize audience segment names
Always capitalize
Adventurers
and
Work Teams
when referring to
ZOLEO audience segments.
✗
Don't
Imply that ZOLEO guarantees your safety
ZOLEO does not keep you safe. It is only one tool in your safety
preparedness plan. Avoid claims that suggest ZOLEO prevents emergencies or guarantees protection.
AVOID
Messaging that frames preparedness as solely the responsibility of
ZOLEO
"ZOLEO keeps you safe"
"Guaranteed safety"
"Always protected"
Use "Safety Circle" without context
Avoid using "Safety Circle" by itself without the context of "friends, family, and work teams."
Avoid standalone phrasing such as: "Let your Safety Circle know you're
okay," without explaining what Safety Circle means.
Use framing that excludes one audience segment
Avoid messaging that speaks only to "people back home" or only to individual Adventurers unless the content is specifically targeted to that segment.
Make absolute coverage claims
Avoid absolute language such as: "everywhere," "works anywhere," "always," and "no matter what."
Use caution with phrases like "worldwide connectivity," "global messaging," and "full coverage with no gaps" unless accompanied by an approved disclaimer.
Imply automatic switching works independently
Never imply that network switching occurs without the mobile app. Avoid
standalone claims such as: "ZOLEO automatically switches networks."
Misuse product and platform naming
Don't write
Zoleo
or
zoleo
. Avoid lowercase or inconsistent formatting
of the brand name.
Don't write "safety and preparedness platform" in lowercase when referring to the formal product name.
Position ZOLEO as "low cost"
Avoid "lowest-cost network" positioning that could unintentionally reduce
perceived reliability or product quality.
Standard Disclaimers
General usage principle
Each applicable disclaimer should appear once per asset or customer-facing material, rather than being repeated after every section where related language appears. The
disclaimer must be clear, accessible, and reasonably connected to the claims it qualifies.
If an asset includes multiple categories of claims — satellite coverage, subscription-required features, SOS, emergency response coordination, or legal-use restrictions —
include each applicable disclaimer once.
Use more prominent Warning or Notice formatting for higher-risk contexts, including manuals, onboarding flows, SOS instructions, packaging, and purchase flows. Do not edit, shorten, or paraphrase approved disclaimer language without legal or compliance review.
1
Subscription Required
When to use
Messaging, SOS, tracking, satellite communication, weather, app-enabled communication, or any connected feature requiring network transmission
is referenced. This includes product pages, feature callouts, CTAs, and promotional messaging.
Active subscription required. An active ZOLEO subscription plan is required to transmit messages or use connected features over the Iridium satellite network.
2
Coverage & Connectivity
When to use
Copy references global coverage, worldwide connectivity, beyond-cell-service communication, satellite connectivity, or similar claims. This
includes phrases such as "worldwide connectivity," "global messaging," "always connected," and "wherever the journey leads."
Satellite communication requires a clear view of the sky. Connectivity is not guaranteed and may be affected by satellite availability, terrain, weather, environmental conditions, device positioning, and other factors outside ZOLEO's control. Coverage details apply.
3
Legal Use / Jurisdictional Restrictions
When to use
Any asset references satellite communication, international travel, global coverage, or use outside Canada.
Some jurisdictions regulate or prohibit the use, possession, or activation of satellite communication devices. Users are responsible for knowing and complying with all applicable laws and restrictions in each jurisdiction where the device is used, carried, or activated.
4
SOS & Emergency Response Coordination
When to use
Copy references SOS, emergency response, emergency monitoring, rescue coordination, search and rescue, evacuation support, crisis response, or
similar emergency assistance services. This includes any messaging that could imply emergency dispatch services, guaranteed rescue outcomes, or direct coordination with local emergency authorities.
SOS alerts are monitored by a third-party emergency response coordination provider. ZOLEO is not a licensed emergency dispatch service and does not guarantee rescue, response, evacuation, medical assistance, security assistance, search and rescue availability, or coordination with local emergency authorities. Emergency response, rescue, evacuation, medical, security, and related services are subject to satellite connectivity, applicable laws and regulations, local emergency response capabilities, geographic location, environmental conditions, and third-party service availability. Additional third-party costs may apply. SOS should be initiated only in the event of an actual emergency.
5
Optional Emergency Assistance / Coverage Add-on
When to use
Copy references additional protection, evacuation coverage options, rescue membership, medical or security assistance coverage, or any separate
paid add-on.
Additional emergency assistance, evacuation, medical, security, or related coverage options may be available through a separate third-party service or add-on, subject to applicable terms, conditions, limitations, exclusions, and service availability.
Marketing pages, emails & ads
Use short disclaimer language in a footer, legal section, footnote, or campaign terms section. Avoid repeating the same disclaimer after each claim.
Product pages & purchase flows
Use a visible Notice near purchase,
activation, or feature-selection language where subscription, satellite access, or legal-use restrictions may affect the purchase decision.
Manuals, guides & packaging
Use stronger Warning or Notice formatting where the information affects safe or proper use — including onboarding flows, SOS instructions, and quick-start guides.
Support articles & FAQs
Use explanatory language where helpful, but keep the approved disclaimer intact when the article includes claim language that triggers it.
Marketing footnote /
footer
*
Active subscription required. Satellite communication requires a clear view of the sky and is subject to satellite availability and other
conditions. Some jurisdictions regulate or prohibit satellite communication devices. Users are responsible for knowing and complying with
applicable laws and restrictions.
Purchase-flow notice
NOTICE: Active subscription required. Satellite communication requires a clear view of the sky. Some jurisdictions regulate or prohibit the use,
possession, or activation of satellite communication devices. Users are responsible for knowing and complying with applicable laws and restrictions.
SOS / manual warning
WARNING: Before using SOS or other connected features, an active ZOLEO subscription plan is required. Ensure the device has a clear view of the sky, as SOS requires satellite access to operate. SOS alerts are monitored by a third-party emergency response coordination provider. ZOLEO is not a licensed emergency dispatch service and does not guarantee rescue, response, evacuation, medical assistance, security assistance, search and rescue availability, or coordination with local emergency authorities. Additional third-party costs may apply.
Claim or language
Applicable disclaimer(s)
"Worldwide connectivity," "global messaging," "wherever the journey leads,"
"beyond cell service"
Coverage & Connectivity
Legal Use / Jurisdictional
Messaging, check-ins, tracking, weather, connected app functionality
Subscription Required
SOS, emergency help, rescue coordination, emergency monitoring
Subscription Required
Coverage & Connectivity
SOS & Emergency Response
Evacuation support, rescue membership, medical/security assistance,
additional protection
SOS & Emergency Response
Optional Add-on
International travel, use outside Canada, global availability
Legal Use / Jurisdictional
Draft for internal review — legal/compliance approval required before external use.
Purpose
This brand book provides clear, practical guidelines for maintaining consistency across all ZOLEO brand applications — from digital product to marketing materials to partner communications.
Who It's For
• Internal teams (product, marketing, design)
• External agencies and partners
• Vendors and collaborators
• Anyone creating ZOLEO brand materials
01 — FOUNDATIONS
Brand Foundations
Our strategic positioning and core principles.
ZOLEO Positioning
ZOLEO is a trusted Safety and Preparedness Platform that delivers peace of mind for the moments that matter.
It brings together a rugged device, an intelligent app, and an insightful dashboard to seamlessly connect you with friends, family, and work teams across networks and around the world.
Reachability &
SOS Orchestration
Intelligent
Monitoring
Safety Circles
Safety Intelligence
& Prevention
Incident Response
& Coordination
Post-Incident
Protection & Insights
Brand Promise
You don’t ignore risk. You prepare for it.
And when the journey takes you beyond cell service, the responsibility to stay safe doesn't stop there.
With ZOLEO, you're better prepared, so you never have to choose between what you want to do and the responsibility you carry for the people who depend on you.
Competitive Framing
We Are
✓
An outcome-led Safety and Preparedness Platform built around dependability, advanced intelligence, and a shared responsibility for safety preparedness planning
✓
An intuitive safety experience that makes it simple to call for help, share location, and stay connected in high-stress situations
✓
A network-agnostic solution that works across cellular, satellite, and beyond
✓
A platform that supports safety preparedness, monitoring, and coordinated response, before, during, and after an incident
We Are Not
✗
A satellite communication device or service
✗
Consumer lifestyle tech
✗
A product positioned against D2D
✗
A guarantee of accident prevention or absolute safety
Audience & Personas
ZOLEO serves two distinct audiences: individual Adventurers and Work Teams responsible for duty of care Their needs are different, but they share a common expectation: to stay connected, better prepared, and supported when cell coverage is unreliable or unavailable.
ADVENTURE
ZOLEO for Adventure
Built for hikers, hunters, campers, overlanders, and backcountry explorers who travel beyond reliable cell coverage. These individuals value self-reliance and freedom, but they also understand the importance of staying connected to the people who care about them. ZOLEO gives them a dependable way to stay in touch, share their location, and call for help when it matters.
WORK
ZOLEO for Work
Built for Work Teams responsible for workers’ safety. This includes anyone working off-grid or in remote, isolated, or higher-risk environments. From forestry and mining to utilities, emergency services, and field research, these organizations carry both a legal and moral duty of care for their workers. ZOLEO gives them the tools they need for safety preparedness, including visibility into their team’s safety and the ability to respond with confidence when incidents occur.
02 — MESSAGING
Messaging Framework
Our key messages and how to apply them.
Brand Narrative
Traveling beyond cell coverage doesn't mean leaving safety behind, or leaving the people counting on you in the dark.
ZOLEO delivers peace of mind for the moments that matter, so you can look out for others, and they can look out for you. It’s a purpose-built safety and preparedness platform that keeps Adventurers, Work Teams, and loved ones connected and better prepared for the unexpected.
ADVENTURE
Adventure further with ZOLEO.
Use the "for Adventure" messaging when speaking to individuals using ZOLEO for personal exploration beyond cell coverage.
EMOTIONAL PROMISE
There's no need to choose between playing it safe and showing up for the experiences of a lifetime.
AUDIENCE TRUTH
You aren't trying to be a pro mountaineer, but you do want to push your limits without feeling reckless.
NARRATIVE
Adventure further.
Everyone has a "further" – a place, experience, or version of themselves they haven't reached yet. But when the journey doesn't just belong to you, staying connected to friends and family comes with the territory.
Wherever adventure takes you, ZOLEO goes too, helping you stay connected to the people who matter, so you can look out for them, and they can look out for you.
WORK
Protect your teams with ZOLEO.
Use the "for Work" messaging when speaking to organizations responsible for worker safety.
EMOTIONAL PROMISE
When you work beyond cell service and out of sight, safety preparedness is a duty you take seriously.
AUDIENCE TRUTH
The work comes with risk. You can't remove it entirely, but you can manage it responsibly.
NARRATIVE
Safety in your toolbox.
Every job has its risks. And when teams work beyond reliable cell coverage, preparation matters. But when your duty of care never clocks out, trust in their safety is a responsibility you don't take lightly.
Wherever the job takes them, ZOLEO goes too, keeping teams connected to a Safety Circle of supervisors, dispatchers, safety captains, and a global network of first responders. Because it's not just your workers on the line, it's the people depending on them back home, too.
The Safety Circle
The Safety Circle is central to ZOLEO’s value. It reflects the idea that safety is about more than just the individual. It’s a shared responsibility between the people venturing beyond cell coverage and their friends, family, and work teams who deserve to know they’re safe. It’s at the heart of the peace of mind ZOLEO delivers.
INDIVIDUALS
FOR INDIVIDUALS
The Safety Circle includes the family, friends, and loved ones who want reassurance, visibility, and the ability to stay connected when someone they care about is beyond reliable cell coverage.
ORGANIZATIONS
FOR ORGANIZATIONS
The Safety Circle includes supervisors, dispatchers, safety leaders, and teams responsible for worker visibility, accountability, and duty of care.
Whether it includes one person or many, the Safety Circle reflects a core truth: safety is a shared responsibility.
Note: This dual-audience model is not just a messaging construct. It is foundational to how ZOLEO is designed and delivered.
03 — VOICE
Voice & Tone
How we sound and how tone shifts by context.
Core Voice Attributes
Grounded
We speak in practical, real-world terms that reflect how people actually experience risk.
Confident
We communicate with authority and from a place of genuine care for each other's safety, without overpromising or overstating what technology can do.
Human and Capable
We balance warmth, reassurance, and outdoor credibility, recognizing both the emotional pull of exploration and the responsibility that comes with it.
Trustworthy
We prioritize accuracy, consistency, and credibility in everything we do.
Measured
We treat safety seriously, focusing on preparation and responsible action without fear, drama, or hype.
Safe and Inclusive
We use language that welcomes a broad range of people, environments, and use cases while reinforcing that safety is a shared responsibility.
Tone by Context
ZOLEO for Adventure
Use a warmer, more inspiring tone. Speak directly to the individual Adventurer and the journeys they take beyond reliable cell coverage. Emphasize responsible exploration, preparation, and the peace of mind that comes from staying connected to the people who care about them. Celebrate ambition and independence without romanticizing risk.
ZOLEO for Work
Use a more direct, outcome-led tone. Speak to Work Teams at organizations responsible for worker safety, visibility, and response readiness. Frame safety as a matter of accountability and duty of care. Refer to workers as “workers,” “employees,” “team members,” or “people,” depending on context. Avoid corporate jargon, but provide the clarity and proof business buyers need.
04 — PILLARS
Pillars of Trust
The three truths that give ZOLEO its credibility.
01
Dependability You Can Trust
ZOLEO is built for the connections — and moments — that matter most.
With rugged hardware, reliable messaging and intelligent tracking, you have a dependable way to stay connected. From off-grid location sharing to check-ins and two-way SOS, you can reach help when it matters most, backed by a global network of first responders.
02
Advanced Intelligence
ZOLEO is more than just a device. It's an advanced approach to safety and preparedness.
With proactive monitoring, pre-incident safety intelligence, and automated guidance, you're better prepared and better informed when it matters most. When paired with the ZOLEO app, your connection follows you across networks and around the globe.
03
Shared Responsibility
Doing the right thing starts with how you prepare, and you shouldn't have to do it alone.
That's why ZOLEO leads the way, bringing together a community built on shared responsibility for safety preparedness beyond cell coverage. Through education, practical guidance, and our dedicated support team, you're ready to face whatever lies ahead, with the confidence that ZOLEO is by your side.
How We Talk About Product Features
Product messaging should prioritize outcomes over features. Lead with the benefit first, then support it with the feature when needed.
For example:
"Stay connected, and never worry about gaps in the network when you pair ZOLEO with your smartphone for automatic switching between satellite, cellular, and Wi-Fi."
"Reach help when it matters most, with 24/7 monitored SOS support."
"Keep friends, family, and work teams informed with shared messaging, location updates, and check-ins."
"Stay prepared with intelligent monitoring features and automated tracking."
"Communicate seamlessly with the people who matter through dedicated SMS and email access. No special equipment is required."
05 — COLOURS
Our primary and secondary colour palette.
Colour System
Nature-Inspired Palette
Our colour palette draws inspiration from the natural environments where ZOLEO operates—mountains, forests, deserts, and open skies.
Snowy Gray
Sky Blue
ZOLEO Green
Forest Green
Sandy Orange
Rocky Orange
Space Gray
Brand Colours
ZOLEO Green
#66C729
7:04:1 AAA
Space Grey
#49505C
7:92:1 AAA
Primary Green
Primary Green contains ZOLEO’s brand colour and its variations developed to improved accessibility. Green should be used primarily to maintain brand recognition throughout user flows.
Green 100
#CBF9AF
12:76:1 AAA
Green 200
#95DF6B
9:40:1 AAA
text
ZOLEO Green 300
#66C729
2:15:1
poor accessibility on white
Green 400
#379825
3:70:1 AA
Green 500
#38802A
4:90:1 AA
Neutrals
Grey should be used to create page hierarchy with backgrounds, borders, and text.
Grey 100
#F1F4FA
13:74:1 AAA
Grey 200
#E3E9F1
12:39:1 AAA
Grey 300
#ADADAD
6:74:1 AA
Grey 400
#777C85
4:19:1 AA
Grey 500
#49505C
8:12:1 AAA
Support Colours
These colours are used to highlight add-on features (e.g. location share+), user interface details, and errors that prevent a user from continuing and for destructive actions like deleting an address or device.
Note: blue tones should be more sky to be distinct from BlueCosmo. Colours should reflect nature and keep in mind the core of adventurous.
Orange 100
#F8E2C8
12:04:1 AAA
Orange 200
#EEB6A0
8:53:1 AAA
Orange 300
#DD6E42
4:60:1 AA
Orange 400
#A64132
6:13:1 AA
use for error messages
Orange 500
#7B3133
9:02:1 AAA
use for error messages
Blue 100
#E4F3FA
13.33:1 AAA
Blue 200
#ADE1F5
10:71:1 AAA
Blue 300
#5BC3EB
7:53:1 AAA
Blue 400
#4492B0
3:51:1 AA
accessibility on white
Blue 500
#244E5E
9:03:1 AAA
SOS Red
Blood Red should only be used for SOS-related features.
SOS Red
#B03538
6.15:1 AA
06 — LOGO
Logo Guidelines
How to use, scale, and protect the ZOLEO logo.
ZOLEO Logo
Colour Application
New ZOLEO Green
Primary colour for digital products and white backgrounds to meet accessibility criteria
White
Secondary colour for legibility and stand out when background is dark, colourful, or has a picture
Grid & Spacing
grid
tagline
clear space
Logo clear space should be 50% of the width of the logo “e”
clear space
Minimum Size
Minimum symbol size
18px
When reducing the symbol, make sure the minimum height is 16px
Minimum logo size
18px
23 mm
When reducing the logo, make sure the proportions stay the same and the symbol is still legible.
Minimum logo size with tagline
330 px
minimum size for tagline application
Maximum Size
Maximum logo size
75 mm
Standard print (A4, letter, brochure): max 75mm wide Large format (poster, trade show banner): 1/4 of panel width Packaging/small format: proportional to face panel Anchor rule: logo should aim to never be wider than 1/3 of the page’s shorter edge
07 — TYPOGRAPHY
Typography
Our typefaces and how to apply them.
Foundations
Heading Sizes
Weights
This is an h1 title
Bold (700)
This is an h2 title
Bold (700)
This is an h3 title
Bold (700)
This is an h4 title
Bold (700)
This is an h5 title
Bold (700)
This is an h6 title
Bold (700)
This is a small title in uppercase
Bold (700)
Typeface
Work Sans
General use across the app and website including components, headings, sub-headings, and copy
Body Sizes
Weights
This is a large body text
Medium (500)
This is the regular body text
Regular (400)
This is a label text with more contrast
Medium (500)
This is a label text with less contrast
Regular (400)
08 — IMAGERY
Imagery & Icons
Photography direction and icon usage.
Icons
Icons should be simple, clear, and consistent. Use outlined icons with a 2px stroke weight for interface elements. Icons should maintain visual balance and work at multiple sizes.
Icon Library
1
1
Topography Background Texture
Apply the topography pattern as a subtle background texture on screens where large areas of white space would otherwise feel empty or unfinished. The pattern should read as a light texture, never as a focal element.
Correct use
Empty state — sparse layout, pattern at 8–10% opacity adds depth without competing.
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
Incorrect use
Dense list — pattern at high opacity competes with content and reduces readability
regardless of background.
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
When to use
Empty states and zero-data screens where the primary content area is absent or minimal.
Screens where white space exceeds roughly 50–60% of the viewport, making the
layout feel sparse.
When not to use
Screens with dense content (lists, tables, forms, data visualizations) — the pattern competes with readability.
Screens where a white or neutral background is intentional (e.g. focused task flows, checkout, modals).
Behind imagery or illustrated empty state graphics that already provide visual texture.
Edge cases
If a screen transitions between a data state and an empty state, the pattern should only appear in the empty state. Avoid animating it in and out abruptly — a simple fade works well.
Partial white space (e.g. a sidebar or panel within a screen) does not qualify —
apply the pattern to full-screen backgrounds only.
Application specs
Opacity
8–10% — pattern should recede behind content
Color
On light UI: use multiply blend mode so contour lines read against white. On dark UI: use normal blend at low opacity. Never a brand accent colour.
Scale
Consistent across all screens — do not resize per breakpoint unless
explicitly specified
Fade
Use a simple CSS opacity transition when toggling between states. No
abrupt cuts.
Blend
Light backgrounds:
mix-blend-mode: multiply
— Dark backgrounds:
mix-
blend-mode: normal
Photography Guidelines
Authentic imagery capturing real moments of connection, safety, and adventure beyond cell coverage.
Visual Moodboard - Not Final, Still Under Development
Natural environments, authentic moments, diverse terrains and use cases
Photography Principles
Authentic
Real people in genuine outdoor scenarios, not staged studio shots
Purposeful
Show ZOLEO as essential gear for safety and connection, not a gadget
Grounded
Natural lighting, real environments, calm confidence
Do
✓
Show diverse users: hikers, workers, families
✓
Capture real outdoor environments
✓
Use natural lighting and weather conditions
✓
Show product in context (on backpack, in hand)
✓
Emphasize connection and safety moments
Don't
✗
Use overly staged or studio shots
✗
Show only extreme sports or emergencies
✗
Over-process with heavy filters or effects
✗
Position as consumer tech or fashion accessory
✗
Use stock photos or generic adventure imagery
08 — BUTTON HIERARCHY
Buttons
Label conventions and interactive states.
Default
Hover
Selected
Disabled
Primary
Button
Button
Button
Button
Transparent
Button
Button
Button
Button
White
Button
Button
Button
Button
Underline
Button
Button
Button
Button
Destructive
Button
Button
Button
Button
Accessibility Standards
Colour Contrast
All text meets WCAG AA standards (4.5:1 minimum ratio)
Touch Targets
Minimum 44×44px for all interactive elements
Keyboard Navigation
Full keyboard support with visible focus states
09 — WRITING
Writing Standards
Our grammar, punctuation, and style rules.
Writing Examples
✓
Do
Use nuanced language around safety as a shared responsibility
ZOLEO helps Adventurers and Work Teams stay connected and prepared
for the unexpected beyond cellular coverage. Messaging should reinforce
shared responsibility between Adventurers, Work Teams, the people
connected to them, and ZOLEO.
APPROVED FRAMING
"At ZOLEO, you're part of a global community of Adventurers, Work Teams, and a global network of emergency responders who take safety as seriously as you do."
"Stay prepared for the unexpected."
"Stay connected so you can check in with others and call for help with the push of a button."
Use key phrases with relational context
Always explain "Safety Circle" within the context of the people connected to the user.
"ZOLEO keeps you connected to your Safety Circle on every journey.
Because your friends, family, and work teams deserve to know you're safe."
Frame "peace of mind" messaging around the connections that matter most — including both recreational and professional use cases.
"friends, family, and work teams"
"the people counting on you"
"the connections that matter most"
Use defensible language around connectivity and coverage
Include appropriate context when describing ZOLEO's connectivity and
coverage capabilities. As a satellite-connected solution, performance
depends on factors like satellite visibility, environmental conditions, and
maintaining a clear view of the sky.
Use proper context for language around automatic network switching
Include "when paired with the app" with any mention of ZOLEO's automatic network switching.
"When paired with the app, ZOLEO follows you across satellite, cellular, and Wi-Fi networks."
Follow product and platform naming conventions
ZOLEO
should always appear in all capital letters.
ZOLEO is pronounced with emphasis on the first syllable: ZOH-lee-oh.
"Safety and Preparedness Platform" should appear in title case.
Use serial commas (Oxford commas)
A serial comma is placed immediately before the coordinating conjunction
in a list of three or more items.
"Friends, family, and work teams."
Capitalize audience segment names
Always capitalize
Adventurers
and
Work Teams
when referring to
ZOLEO audience segments.
✗
Don't
Imply that ZOLEO guarantees your safety
ZOLEO does not keep you safe. It is only one tool in your safety
preparedness plan. Avoid claims that suggest ZOLEO prevents emergencies or guarantees protection.
AVOID
Messaging that frames preparedness as solely the responsibility of
ZOLEO
"ZOLEO keeps you safe"
"Guaranteed safety"
"Always protected"
Use "Safety Circle" without context
Avoid using "Safety Circle" by itself without the context of "friends, family, and work teams."
Avoid standalone phrasing such as: "Let your Safety Circle know you're
okay," without explaining what Safety Circle means.
Use framing that excludes one audience segment
Avoid messaging that speaks only to "people back home" or only to individual Adventurers unless the content is specifically targeted to that segment.
Make absolute coverage claims
Avoid absolute language such as: "everywhere," "works anywhere," "always," and "no matter what."
Use caution with phrases like "worldwide connectivity," "global messaging," and "full coverage with no gaps" unless accompanied by an approved disclaimer.
Imply automatic switching works independently
Never imply that network switching occurs without the mobile app. Avoid
standalone claims such as: "ZOLEO automatically switches networks."
Misuse product and platform naming
Don't write
Zoleo
or
zoleo
. Avoid lowercase or inconsistent formatting
of the brand name.
Don't write "safety and preparedness platform" in lowercase when referring to the formal product name.
Position ZOLEO as "low cost"
Avoid "lowest-cost network" positioning that could unintentionally reduce
perceived reliability or product quality.
Standard Disclaimers
General usage principle
Each applicable disclaimer should appear once per asset or customer-facing material, rather than being repeated after every section where related language appears. The
disclaimer must be clear, accessible, and reasonably connected to the claims it qualifies.
If an asset includes multiple categories of claims — satellite coverage, subscription-required features, SOS, emergency response coordination, or legal-use restrictions —
include each applicable disclaimer once.
Use more prominent Warning or Notice formatting for higher-risk contexts, including manuals, onboarding flows, SOS instructions, packaging, and purchase flows. Do not edit, shorten, or paraphrase approved disclaimer language without legal or compliance review.
1
Subscription Required
When to use
Messaging, SOS, tracking, satellite communication, weather, app-enabled communication, or any connected feature requiring network transmission
is referenced. This includes product pages, feature callouts, CTAs, and promotional messaging.
Active subscription required. An active ZOLEO subscription plan is required to transmit messages or use connected features over the Iridium satellite network.
2
Coverage & Connectivity
When to use
Copy references global coverage, worldwide connectivity, beyond-cell-service communication, satellite connectivity, or similar claims. This
includes phrases such as "worldwide connectivity," "global messaging," "always connected," and "wherever the journey leads."
Satellite communication requires a clear view of the sky. Connectivity is not guaranteed and may be affected by satellite availability, terrain, weather, environmental conditions, device positioning, and other factors outside ZOLEO's control. Coverage details apply.
3
Legal Use / Jurisdictional Restrictions
When to use
Any asset references satellite communication, international travel, global coverage, or use outside Canada.
Some jurisdictions regulate or prohibit the use, possession, or activation of satellite communication devices. Users are responsible for knowing and complying with all applicable laws and restrictions in each jurisdiction where the device is used, carried, or activated.
4
SOS & Emergency Response Coordination
When to use
Copy references SOS, emergency response, emergency monitoring, rescue coordination, search and rescue, evacuation support, crisis response, or
similar emergency assistance services. This includes any messaging that could imply emergency dispatch services, guaranteed rescue outcomes, or direct coordination with local emergency authorities.
SOS alerts are monitored by a third-party emergency response coordination provider. ZOLEO is not a licensed emergency dispatch service and does not guarantee rescue, response, evacuation, medical assistance, security assistance, search and rescue availability, or coordination with local emergency authorities. Emergency response, rescue, evacuation, medical, security, and related services are subject to satellite connectivity, applicable laws and regulations, local emergency response capabilities, geographic location, environmental conditions, and third-party service availability. Additional third-party costs may apply. SOS should be initiated only in the event of an actual emergency.
5
Optional Emergency Assistance / Coverage Add-on
When to use
Copy references additional protection, evacuation coverage options, rescue membership, medical or security assistance coverage, or any separate
paid add-on.
Additional emergency assistance, evacuation, medical, security, or related coverage options may be available through a separate third-party service or add-on, subject to applicable terms, conditions, limitations, exclusions, and service availability.
Marketing pages, emails & ads
Use short disclaimer language in a footer, legal section, footnote, or campaign terms section. Avoid repeating the same disclaimer after each claim.
Product pages & purchase flows
Use a visible Notice near purchase,
activation, or feature-selection language where subscription, satellite access, or legal-use restrictions may affect the purchase decision.
Manuals, guides & packaging
Use stronger Warning or Notice formatting where the information affects safe or proper use — including onboarding flows, SOS instructions, and quick-start guides.
Support articles & FAQs
Use explanatory language where helpful, but keep the approved disclaimer intact when the article includes claim language that triggers it.
Marketing footnote /
footer
*
Active subscription required. Satellite communication requires a clear view of the sky and is subject to satellite availability and other
conditions. Some jurisdictions regulate or prohibit satellite communication devices. Users are responsible for knowing and complying with
applicable laws and restrictions.
Purchase-flow notice
NOTICE: Active subscription required. Satellite communication requires a clear view of the sky. Some jurisdictions regulate or prohibit the use,
possession, or activation of satellite communication devices. Users are responsible for knowing and complying with applicable laws and restrictions.
SOS / manual warning
WARNING: Before using SOS or other connected features, an active ZOLEO subscription plan is required. Ensure the device has a clear view of the sky, as SOS requires satellite access to operate. SOS alerts are monitored by a third-party emergency response coordination provider. ZOLEO is not a licensed emergency dispatch service and does not guarantee rescue, response, evacuation, medical assistance, security assistance, search and rescue availability, or coordination with local emergency authorities. Additional third-party costs may apply.
Claim or language
Applicable disclaimer(s)
"Worldwide connectivity," "global messaging," "wherever the journey leads,"
"beyond cell service"
Coverage & Connectivity
Legal Use / Jurisdictional
Messaging, check-ins, tracking, weather, connected app functionality
Subscription Required
SOS, emergency help, rescue coordination, emergency monitoring
Subscription Required
Coverage & Connectivity
SOS & Emergency Response
Evacuation support, rescue membership, medical/security assistance,
additional protection
SOS & Emergency Response
Optional Add-on
International travel, use outside Canada, global availability
Legal Use / Jurisdictional
Draft for internal review — legal/compliance approval required before external use.
VERSION 25.05.2026
Brand Book
A practical guide to the ZOLEO brand