Brand Book
Kona One / Contents
This is a guide for everyone who wi that involves the Kona One brand. understand our philosophy and ho
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Contents 4 About
ll create something It will help you w to express it.
Story Mission Vision Core values
10 Design
Philosophy
12 Logotype Main logo Sub-brands
16 Typography
Typefaces Typefaces for web
20 Colors
Color scheme
22 Photography Guidelines
24 Final Thoughts 3
Kona One / About
The e n O a n Ko story The Kona One was launched as a one design class in 2006 with an aim to re-introduce the adaptable concept that initially ignited the sport, and at the same time add the best of today’s technology and design features. The 4
result is an early planing and easy maneuverable board as challenging to advanced sailors as it is uncomplicated and forgiving to beginners and intermediate windsurfers. Kona One is simply for everyone.
Picture from a Kona event in Gran Canaria in 2012.
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Kona One / About
our mission is to Be the obvious choice for anyone who’s in to windsurfing or anyone who wants to be.
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y h p o s o l i h p e f i l r u o By spreading a n o K g n i f r u s d n i w t and the spor e l p o e p w o h s o t s i Ones vision s i t i y t i v i t c a c i t s a t n what a fa . s e v i g t i y jo t a e and what gr l l a r o f d e t i u s s t c u With prod e k a m l l i w e w e l p o e p kinds of e n o r e b m u n e h t g n i f r windsu water activity. 7
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Kona One / About
A team of Kona riders on their way to adventures at the Canarias.
. . r o f d n a t s e w What Freedom
JOyful
Challenging
Windsurfing is about being one with nature. Hovering over the water with only the wind and your own body to steer you. This and the pursuit of new destinations to surf results in an unbeatable feeling of freedom.
Kona is about having fun. Not only as you’re on the board but also when you’re with friends sharing experiences and laughs. Kona One is about joyful fellowship.
Not to forget Kona One is a sport. In order for something to be a longlasting fun activity, we believe it has to be challenging. Whether you compete or not we want to give you the possebility to develop as a windsurfer.
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Kona One / Design
Picture from the Swedish champion足 ships in Motala, Sweden, september 2012.
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n g i s e D y h p o philos We wan’t the Kona One brand to mediate the earthy an harmonic lifestyle which we stand for, but also that Kona One is about a sport. The brand is young and should therefore feel young. Forget about windÂsurfing as a sport of the past! 11
Focus should be on lifestyle and solidarity and the products more in the background. The following chapters will give you the tools to make it happen.
Kona One / Logotype
1.
The picture on the next page is from southern France. Friends and Kona surfers sharing some Kona spirit.
Logotype
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1. This is the main logo. Whenever possible, this is the one to use. On darker backgrounds the white version sholuld be used. Care should be taken that the word “windsurfing” doesn’t get to small. Never make the logo smaller then 25mm at the height. 2. In cases where the main logo doesn’t work with the layout or design use this horizontal verison. Never make the logo smaller then 10mm at the height. 3.
3. This is the logo in its simplest form. Only us this when the space is limited and only if you really have to. This is the version used in the picture tabs. Use common sense when scaling and make sure it’s visible. 12
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Kona One / Logotype
CarbOne StepOne ONeclass Above are some examples of how the bold - light combination of fonts can be transfered to Kona Ones subbrands for recognition. To the right is the logo used on products. On the right pge you can se how to write Kona Ones URL. It should be big and visible. 14
Friends of Kona enjoying the sunset over the atlantic ocean.
Konaone.com 15
Kona One / Typography
Typefaces
There are three different fonts to use in print. Brush Strokes is the one we use for more expresive headlines, think big. Archive is used for subheadings and quotes and should be 10 pt big. Frutiger Linotype is our main font used in anything from body text and captions to page numbers. The body shoud be 8 pt and the captions 6 pt.
ARCHIVE abcdefghijklmnopqrstuvwxyz 0123456789 !?@#°§€$%&/()=+-*,.:; Artisan gluten-free ugh, semiotics actually raw denim godard churchkey banksy terry richardson street art chillwave selvage banh mi keytar. Odd future umami hashtag. 16
Left: Girl exploring caves in Corsica. Right: Rental service on Playa del Ingles.
Brush Strokes ABCDEFGHIJ KLMNOPQRSTUV W XYZ abcdefghijklmnopqrstuvwxyz
Frutiger Linotype abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 !?@#°§€$%&/()=+-*,.:; Selfies sriracha high life, godard artisan ugh bespoke mlkshk skateboard hashtag readymade leggings pitchfork banksy plaid. Flannel typewriter pinterest intelligentsia carles, scenester pop-up cred organic. 17
Kona One / Typography
Droid Sans abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 !?@#°§€$%&/()=+-*,.:;
Typefa
Selfies sriracha high life, godard artisan ugh bespoke mlkshk skateboard hashtag readymade leggings pitchfork banksy plaid. Flannel typewriter pinterest intelligentsia carles scenester pop-up cred organic. Umami cray hashtag sriracha, tumblr fingerstache tonx. Polaroid trust fund fixie pour-over lo-fi church-key neutra. Artisan truffaut neutra tonx actually, Austin keytar fashion axe. Put a bird on it chambray irony mcsweeney’s PBR mlkshk jean shorts beard carles.
MONDA BOLD abcdefghijklmnopqrstuvwxyz 0123456789 !?@#°§€$%&/()=+-*,.:; Artisan gluten-free ugh, semi otics actually raw denim godard church-key banksy terry richardson street art chillwave selvage banh mi keytar. 18
b e W r o f ces
Kona One / Colors
s r o l o c e Th a n o K f o 1. Night sky purple is used as fill color instead of black, when for example a dark background is needed, to give a warmer and more pleasing look.
3. Laird rash orange is an expressive color that refers to the creativity and playfulness of our sport. Use it to get extra attention.
2. Mediterranean turquoise is an expressive accent color from the ocean. Use when you need to be seen.
4. Sunkissed red is used to give that little extra touch. Use it as an accent color.
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Our colors stand for what we love and they all derives from nature. Just like Windsurfing they are colorfull and expressive. available for you to be creative with.
Pantone: 276 C CMYK: 21, 28, 0, 79 RGB: 42, 38, 53 HEX: 2A2635
Pantone: 3258 C CMYK: 69, 0, 48, 0 RGB: 114, 202, 165 HEX: 72CAA5
1. Night sky purple
2. Mediterranean turquoise
Pantone: 151 C CMYK: 0, 63, 90, 0 RGB: 255, 123, 0 HEX: FF7B00
3. Laird rash orange
Pantone: 032 C CMYK: 0, 87, 70, 0 RGB: 209, 59, 64 HEX: D13B40
4. Sunkissed red
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Kona One / Photograpy
y h p a r g Photo It is primary through pictures the feeling of the brand is communicated. It is therefore important that all the photo足graphy is uniform. All pictures have a slight analog feel to it created with a cross-process look. There are two categories of pictures. One that focus on lifestyle and one that focus on the sport. To help you we have a couple of watchwords for each category. Last but not least, this whole brandbook is full of photo inspiration. Lifestyle:
Action:
Human warm Fellowship
motion Nature Desirable 22
This tab is used to tag all Kona photos. See this book for guidlines on how to use it. On dark pictures use the white version.
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Kona One / Final thoughts
Final thoughts Use this book as a reference whenever you’re designing something for Kona One. An event, a brochure or anything really. These are guidlines and the rest is up to you! Be creative and respectfull to our brand.
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Kona One / Photograpy