Kuhoo Brand Guidelines

The way of kuhoo

The Need for Kuhoo Guidelines

Contents

Contents

01

About Kuhoo

Brand

Value Added

as career

placement, etc

Impact on society and family’s well being. Education is the only bridge between poverty and prosperity. Good education can change lives. Can impact the GDP of the country.

company

industry

02

Brand Personality A. B. C. D. E. F.

Brand Personality/ Archetype

loans

03

Verbal Identity

B.

Our Tone of Voice

tone of voice is just the right amount between too casual and too serious. We are simple folks. We like simplicity.

Rules for Social Media Content

Rules for Website Content

Copy for website is

social media as people scan the websites instead of reading them. Here are a few things to keep in mind, when writing copy for Kuhoo’s website

Simple and straight forward

When in confusion about adding a call to action, always add it.

Communication Basics

When you are writing content for a creative there are a few things to keep in mind while choosing the tone.

Terminology

“Kuhoosters”

Terminology

“Kuhoofy”

Our Terminology

Terminology

“Members”

Terminology

“Soundmark”

04

Visual Identity

Typography

Brand

/onomatopoeia

Colors

Digital

Logo

Typography

Logo Proportions

Colors

Logo

Typography

Logo

Colors

Typography

Logo

Logo

Typography

Logo Stacking

Product Extension

Typography

Logo

Typography

Logo

Typography

Logo

Colors

Typography

Do’s

Logo

Logo

Primary

Typography

Quicksand

sans

with rounded terminals

on

Why Quicksand for Kuhoo?

Aa

Quicksand Regular

AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

Quicksand Semibold

AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

Bold

AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

Typography

Type Hierarchy

HEADLINE LABEL

Quicksand

Headline Label 2

Quicksand

Headline Label 3

Quicksand

Subtitle 1

Proxima Soft has been used for logotype of Kuhoo. It pts (tracking refers to the spacing between each alphabet) and a weight of bold.

Proxima Soft (2017) is a rounded version of Proxima Nova developed by Mark Simonson

Typography

Typeface for

Helvetica LT Std

This typeface was initially released as Neue Haas Grotesk, and was designed in 1957 by Max Miedinger for the Haas’sche Schriftgiesserei (Haas Type Foundry) in Switzerland.

AaAa

Aa

Helvetica LT Std Roman Helvetica LT Std Oblique

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

Helvetica LT Std Bold

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz 1234567890 (,./;’<>?:”|\+_*&^%$#@!~=)

Logo

Typography

Primary

Guidelines for D on’ts for type

Ignam velendi oreprat iorporit

Otasin es et odit autem iunt optia volorem volutem Quae conem. Itat mo mint odictiis dolupta sperum faccae omnis

Erum volupic tatempo restin nis ea doluptam aut fugitassi rest, qui que volore conectur, toreper ferumquae que

Using font combinations other than those specified in the brand book Not following kerning guidelines Not following leading guidelines

*Note

text written

Logo

Typography

Primary

Guidelines for

Rules for Kerning Rules for Leading

Colors

Digital Color Palette

Color Palette

Colors

Kerning refers to space between each characters.

Leading refers to how text is spaced vertically. It can be commonly termed as line spacing in a paragraph.

For both Quicksand and Helvetica, the kerning

For Quicksand, in case of body copy, use auto leading, which is usually 3 pts more than the font size.

be legible. If we increase it above +25, the text will seem abrupt.

For Quicksand in case of big headings or any text above 30 pts, keep the leading at 0 i.e same as the font size.

for body copy if required.

Typography

Digital Color Palette

color palette

Typography

Digital Color Palette

Secondary color palette

Typography

Digital Color Palette

Typography

Print Color Palette

05

Graphic Assets

The Kuhoo ‘Sound Mark’

Illustration Swash

Swash

06

How to Kuhoo

Visual Treatment

Visual Treatment

Using Kuhoo’s Sound Lines

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Illustrations on ImagesLines Mark’

Images

Visual Treatment

Introduction

Using Kuhoo’s ‘Sound Mark’

Clipmask

Using a Blue Tint Over

on Images

Guidelines

Placement of Primary Logo

of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

of Illustrated Swash

to go about Kuhoo doodles

Sound Lines

front

Note that every time we use the sound lines in such cases, we should at least maintain a distance

sound lines. The sound lines must always be on the right side of the text/ paragraph.

Visual Treatment

Introduction

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Sound Lines

In front of a shape as a graphic element

Note that every time we use the sound lines in such cases, we should

px between the shape and the sound lines. The sound lines must always be on the right side of the shape.

Visual Treatment

Introduction

Sound Lines

Placement of Primary

of Minimized

of Logo

of Sound Mark as a Graphic Element

of Illustrated Swash

For this variation, preferably use a

black overlay on the picture and

the soundmark on the top layer

it stands out.

Visual Treatment

Introduction

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images

on Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Sound Lines

c. In photographs

II. Around the member’s head (for an individual)

For this variation, we can use two treatments for the photographs.

where just the member and the sound mark is highlighted Note that preferably (95% of the time), the sound lines should be on the right side of the person.

Visual Treatment

Introduction

Using Kuhoo’s

a

Sound Lines

c. In photographs

Visual Guidelines

Placement of Primary Logo

of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

of Illustrated Swash

to go about Kuhoo

II. Around the member’s head (for an individual)

For this variation, we can use two treatments for the photographs.

Note that preferably (95% of the time), the sound lines should be on the right side of the person.

Visual Treatment

Introduction

Using Kuhoo’s

a

Sound Lines

Visual Guidelines

Placement of Primary Logo

of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

of Illustrated Swash

to go about

Around the member’s head (for an individual)

There is also an exception for this variation.

We can use the sound mark on a 180 degree vertically opposite angle if on the right side. vertically to adjust the sound mark

Visual Treatment

Introduction

Using Kuhoo’s

Using a Blue

Visual Guidelines

Placement of Primary

of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

of Illustrated Swash

to

Sound Lines

about

c.

group

We can use the sound mark around the

a group photo

highlight a

Note that preferably (95% of the time),

sound lines should be on the right side of the person.

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines

as Clipmask

Using a Blue Tint Over Images

Illustration on Images

Visual Guidelines

Placement of Primary Logo

Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

Usage of Illustrated Swash How to go about Kuhoo doodles

Mark’ as clipmask

Note that while using this approach the original ratio of the sound mark should be retained.

Do not increase the size of sound mark to more than 60% of the creative as it may look cluttered and be hard to recognize.

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines

Using Kuhoo’s ‘Sound Mark’ as Clipmask Images

Illustration on Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

over images

The following tint can be obtained by using blue at hard light transparency at 65% opacity. This will help in retaining the vibrant Kuhoo blue in the creative while giving the hint of the photograph behind.

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

Using a Blue Tint

Illustration On Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash

to go about Kuhoo

We can use the swash in a photograph

while making the background black.

helps in putting the spotlight on the members of Kuhoo.

Visual Treatment

Introduction

Using Kuhoo’s

Lines

Using Kuhoo’s ‘Sound Mark’

Using a Blue Tint Over Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash

to go about Kuhoo

04.

Illustration On Images

It can be used for various reasons like showcasing the Kuhooster’s strengths or narrating a member’s life or portrayal of Kuhoosters as heroes (as shown on right) or just to add a little bit of fun and dynamism to the creatives.

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

Using a Blue Tint

on

Placement of Primary Logo

Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element

of Illustrated Swash

to go about Kuhoo

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images Visual Guidelines

Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Placement of Primary Logo

Don’ts for LinkedIn Posts (1200*628px). Logo should not

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images

Visual Guidelines

Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Placement of Primary Logo

Do’s for LinkedIn Banner (1584*396px), logo will be placed on

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images

Visual Guidelines

Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Placement of Primary Logo

Don’ts for LinkedIn Banner (1584*396px), logo will not be placed on

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

a Blue Tint

Placement of Minimized Version of Logo

Visual Guidelines

Placement of Primary

Do’s for LinkedIn Posts (1200*628px), logo will be placed

Version of Logo

of Sound Mark as a

of Illustrated Swash

to go about

Don’ts for LinkedIn Posts (1200*628px) Logo will not be placed

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images

Illustration on Images

Visual Guidelines

Placement of Primary Logo

Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Placement of Minimized Version of Logo

Do’s for Instagram Posts (1000*1000px), logo will always be placed on

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images

Visual Guidelines

Placement of Primary Logo

Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Placement of Minimized Version of Logo

Don’ts for Instagram Posts (1000*1000px) Logo will not be placed on

Kuhoo

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

Visual Guidelines for Social Media

Visual Guidelines

Placement

Usage of Sound Mark as a Graphic Element

Primary

of Minimized

Logo

Graphic Element

Usage of Illustrated Swash

How to go about Kuhoo doodles

Note that the original angle of the Kuhoo logo should be maintained when using sound mark in the backgrounds.

Only the following color variations are deemed correct for the sound mark as background.

Also note, that 6/7th part of the sound mark should be in the screen (discarding the corners at the other edge)

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

a

Visual Guidelines

Placement of Primary

of Minimized

Usage of Sound Mark as a Graphic Element

Graphic Element

of Illustrated

Don’ts for using the Sound Mark

Backgrounds

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines

Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Graphic Element Usage of Illustrated Swash How to go about Kuhoo doodles

Usage of Sound Mark as a Graphic Element

Correct way of using Sound Mark around people

Don’ts for using Sound Mark around people

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

Using a Blue Tint

Usage of Sound Mark as a Graphic Element

Visual Guidelines

Placement of Primary

of Minimized

of

Graphic Element

of Illustrated Swash

to

Correct

about

Visual Guidelines for Social Media

Visual Treatment

Introduction

Using Kuhoo’s

Kuhoo’s

Using a

Visual Guidelines

Placement of Primary

of Minimized

Usage of Sound Mark as a Graphic Element

Graphic Element

Usage of Illustrated

Don’ts for

Sound

Illustrated Swash

Visual Treatment

Don’ts for using illustrated swash

Visual Guidelines

How to go about Kuhoo doodles

Visual Treatment

Introduction

Using Kuhoo’s Sound Lines Using Kuhoo’s ‘Sound Mark’ as Clipmask

Using a Blue Tint Over Images Illustration on Images

Visual Guidelines

Placement of Primary Logo Placement of Minimized Version of Logo

Usage of Sound Mark as a Graphic Element Usage of Illustrated Swash

Don’ts for using doodles as a visual treatment for Kuhoo

07 Brand Collaterals

Print Collaterals

Print Collaterals

Brand Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Print Collaterals

Collaterals

Digital Collaterals

Print Collaterals

Digital Collaterals

Collaterals

Collaterals

Digital

Digital Collaterals

Collaterals

Digital Collaterals

Digital Collaterals

Collaterals

Digital Collaterals

Collaterals

08 Employee Branding

A.

Employee

Kuhoo w ant s to give it s employees a supreme onboarding experience. They have divided this onboarding experience into t wo part s - an acceptance kit and a welcome kit.

The acceptance kit is given to the kuhoosters when they accept their goodies for the acceptance kit. L e t te r f ro m CE O

Car Stickers

Envelope (Vertical) Envelope (Horizontal)

Magnet s

Chain Mask

Employee Kit

Employee

Employee Kit

Employee

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Employee Kit

Culture Book

A culture book helps in trickling down the mindset of the founders to its employees and act as a long-lasting resource for the employees to remember the company’s culture.

It also acts as an asset to attract necessary talent. It gives employees a sense of ownership and pride towards their organisation.

Kuhoo’s culture book is inspired from day-to-day magazines. It contains several insightful articles, employee interviews, ads of their various products and various other elements of magazines.

Culture Book

Now that you know how to Kuhoo. Go ahead and ‘kuhoofy’ your life.