KB
A DV E N T U R ES
BRAND STORY BOOK
BRAND BOOK CONTENTS
VISUAL DEVELOPMENT
BRAND STANDARDS
OUR STORY
LOGO STANDARDS
IMAGES
Brand Timeline 5
Master Logo 17
Improper Images 32
Brand Soul 6
Primary Logo Integrity 19
Proper Images 33
Brand Mission 8
Secondary Logo Integrity 20
Brand Grid 10
Brandmark Clearspace 21
LOGO DEVELOPMENT
Color Variations 22
Business System 34
Executional Guidance 24
Guide Clothing 36 Luggage Tags 39
Original 12 Logo Exploration 15 Computer Comps 16
APPLICATIONS
COLOR Primary Palette 26 Secondary Palette 27 TYPOGRAPHY Headline 31 Paragraph 32
Patches 40
VISUAL DEVELOPMENT OUR STORY | BRAND SOUL | BRAND MISSION | GRIDS | LOGO
BEGINNINGS KB began as a candy wholesaling company and evolved into one of the top toy retailers in the world. Through research KB was evaluated to better understand the brand mission and soul. The brand will be pivoted to support these statements while taking a new direction in the future.
BRAND TIMELINE
1922
Kaufman brothers exited
The company switched
Purchased by Melville
candy and founded
from wholesaling to
Corp. Changed Its name
Kay-Bee Toy & Hobby Stores
retailing candy and toys
to Kay-Bee Toys, Inc.
Out of business
1948
1973
1981
2009
1959
1977
2008
Kaufman Brothers
Kaufman brothers
Changed its name to
Files for
founded as a
open first retail
Kay-Bee Toy and
bankruptcy
candy store
toy store
Hobby Shops, Inc.
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VISUAL DEVELOPMENT
BRAND SOUL
Experience real play.
KB Toys has a history of promoting play. It is a main attribute of the brand, and one that is recognizable in all that we do.
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VISUAL DEVELOPMENT
BRAND MISSION
KB creates real-time outdoor experiences that engage and enchant. This statement will drive KB in the future, while still allowing for growth and change. Our brand mission encompasses boundless opportunities. By focusing on capturing the hearts and imaginations of our audience, KB will take play to the next level.
BRAND BOOK
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BRAND GRID
K B TOYS
The Brand Grid was used to visualize the direction of KB. The research collected suggested that experiences of play should be the future basis of the KB brand, and an older audience than was previously targeted is a key demographic to aim for. The brand’s personality should be playful, yet also retain a sense of maturity, as is reflected in the chosen keywords.
CURRENT
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VISUAL DEVELOPMENT
KB
NEW
BRAND BOOK
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ORIGINAL LOGO KB Toys’ main audience was children and they offered them the opportunity to play with toy before they bought them. The original logo was playful and utilized bright primary colors that evoked excitement.
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VISUAL DEVELOPMENT
LOGO EXPLORATION With pivoting to new direction, came researching and exploring new branding. The Brand Soul and Mission were the focus of designing a new mark that exhibits play, interaction and a sense of adventure.
BRAND BOOK
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KBadven tures
K B A DV E N T U R E S
KBAD
COMPUTER COMPS These sketches were refined multiple times and then color was applied as were typographic combinations. Every aspect of the design was considered to make the final mark.
ADVEN TURES
KB
K B A DV E N T U R E S
K B A DV E N T U R E S
KBAD
adventures
K B A DV E N T U R E S
ADVEN TURES
K B A DV E N T U R E S
ADVEN TURES ADVEN TURES 14
VISUAL DEVELOPMENT
K B A DV E N T U R E S
KBadventures
KB adventures
K B A DV E N T U R E S
BRAND STANDARDS LOGOS | COLORS | TYPOGRAPHY
OUR FIRST IMPRESSION Our logo is the foundation of our branding. It was crafted with the KB audience and mission in mind; expressing the soul of KB in a meaningful way. KB’s logo lays an organic foundation; with the sun at the center and mountains radiating outward, nature becomes all encompassing. The abstract idea of people intertwined with nature is made visually concrete, breathing life into the brand and foreshadowing the adventures yet to come.
KB
MASTER LOGO The master logo is to only be used in the approved colors. The color of the background determines which logo should be used; colors should never “vibrate� against each other,
A DV E N T U R ES
yet should always provide contrast and emphasize visual interest. The logo should never be disassembled or recolored; it should always retain its original form.
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BRAND STANDARDS
6 mm .25 inches 150 px
KB
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8 mm .35 inches 200 px
LOGO INTEGRITY
graphics or typography. Clearspace includes the edges of magazines and newspapers.
A
A
Clearspace is the area around a logo. This area should be clear of any
KB A
A DV E N T U R ES A
Use the height of the letter “A” in “ADVENTURES” to determine the
KB A
A
A
clearspace needed around the logo.
A DV E N T U R ES A
BRAND BOOK
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BRANDMARK CLEARSPACE Without the “A” in “ADVENTURES” to help determine the clearspace needed around the logo, use the center circle of the brandmark to determine the space needed.
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BRAND STANDARDS
COLOR VARIATIONS MAIN LOGO
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Reversed
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One color Cotton
KB
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One color Pond
KB
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Black
One color Sprout
One color Spring
BRAND BOOK
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COLOR VARIATIONS BRANDMARK
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Reversed
One color Cotton
One color Pond
Black
One color Citrus
One color Spring
BRAND STANDARDS
USAGE UNAUTHORIZED 1.
To preserve the integrity of the KB brand, use the brandmark properly and consistently. Altering,
AD
coloring, distorting or redrawing the brandmark in any way will weaken the established brand image.
KB
VEN
TUR
2.
A DV E N T U R ES RULES
ES
DON’T... 1. 2. 3. 4.
Rotate brandmark or wordmark Add text or graphics Alter the logotype Alter brandmark 4.
3.
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BRAND STANDARDS
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5.
6.
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5. 6. 7. 8.
Use transparency Use on non-contrasting colors Alter the brandmark color Add glow 7.
8.
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BRAND BOOK
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COLOR
R110 G190 B72
C4 M79 Y84 K0 R2 G92 B59
POND
C61 M0 Y97 K0
SPRING
COFFEE
PRIMARY PALETTE
C76 M9 Y38 K0 R28 G171 B168
HEX: 42352d
HEX: e85b3a
HEX: 1caaa8
Pantone 412 C
Pantone 171 C
Pantone 7710 C
Pantone colors should be used when
The primary color palette should be
possible. Printing techniques such
used consistently. Coffee, Spring and
embossing can be used to increase
Pond should be used as often as
design impact.
possible. To maintain brand image, tints of these colors should not be used.
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BRAND STANDARDS
COLOR
R166 G163 B74
C5 M0 Y46 K0 R245 G241 B161
CITRUS
R165 G222 B210
C38 M26 Y87 K2
COTTON
C34 M0 Y21 K0
STEM
SKY
SECONDARY PALETTE
C11 M22 Y97 K0 R229 G191 B43
HEX: a5ded2
HEX: a5a349
HEX: f5f1a1
HEX: e5bf2b
Pantone 629 C
Pantone 7495 C
Pantone 600 C
Pantone 129 C
The secondary color palette is used to give the primary palette more depth. It is meant to support the primary colors and is used sparingly.
BRAND BOOK
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TYPOGRAPHY
Print Typography
Web Typography
BREE SERIF AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
BREE SERIF AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
AVENIR LIGHT AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
NUNITO SANS AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
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BRAND STANDARDS
HEADLINE TEXT
JUST OUR TYPE Font: Bree Serif Size: There are no size restrictions, but maintain a good level of contrast to other text to ensure it’s noticed. Leading: Point-size +8pt (i.e. 20pt on 28pt leading) Tracking:+75em
BRAND BOOK
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PARAGRAPH TEXT
Font: Avenir Light
Font: Avenir Roman
Size: There are no size restrictions, but maintain
Size: There are no size restrictions, but maintain
a good level of contrast to the headline text.
a good level of contrast to the headline text.
Leading: Point-size +6pt (i.e. 11pt on 18pt leading)
Leading: Point-size +6pt (i.e. 11pt on 18pt leading)
Tracking:+30em
Tracking:+35em
Avenir Light 10/16 pt
Haruptatqui andam ea comnihicto tes accumen ducilli quaectem adis et, vendiatiis si andia eostinias re, none volo omnieni aut laut explaceatem faciditem si rehenihil ipitati nullupt invenim reperor epellab orectatur? Qui blab ipsandi gnimint veniat eosam, omnimagnis. Id moluptate tur a quam sequasp erovit iderum, cum il ipsunt res dole ssunt molor aut dolut vit, omnis idunt
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BRAND STANDARDS
Avenir Roman 12/18 pt
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IMAGES IMPROPER
To preserve the integrity of the KB brand, use the appropriate images when representing the brand.
DON’T USE... 1. 2. 3. 4. 5. 6.
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Inactive subjects Silhouette images Selfie images Age inappropriate images Posed subjects Stock tourist photos
BRAND STANDARDS
IMAGES PROPER
USE... 1. 2. 3. 4.
Active subjects when possible Clear and in focus images Natural images Age appropriate subjects
BRAND BOOK
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BUSINESS SYSTEM
IT’S BUSINESS TIME Typography is the foundation of any brand. It breathes the feeling of what KB is and what we say to our audience. These type specifications are a guide to expressing the KB attitude and voice visually.
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BRAND STANDARDS
KB
A DV E N T U R ES 1375 GREEN STREET CHICAGO, IL 60610
KB
A DV E N T U R ES
1375 GREEN STREET CHICAGO, IL 60610
KB-ADVENTURES.com
CH IP CL ARK KBADVENTURES.com CELL 312.866.9756 OFFICE 312.568.9320 1375 GREEN STREET CHICAGO, IL 60610
KB
A DV E N T U R ES
BRAND BOOK
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GUIDE CLOTHING
STAND OUT Our guides need to stand out so they can be recognized by customers and to promote the brand. As a promoter of the brand, our staff needs to be able represent KB Adventures in all types of weather.
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BRAND STANDARDS
SWEATSHIRTS
T-SHIRTS
BRAND BOOK
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LUGGAGE TAGS
IT’S IN THE BAG Don’t lose your luggage on the way to your first adventure with KB. Our customers and staff are important to us, so we provide luggage security tags for all our guests.
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BRAND STANDARDS
BRAND BOOK
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PATCHES
FLEXIBILITY Patches are used for guides to identify their gear and themselves in extreme conditions. Sometimes versatility is needed and these patches provide this when needed.
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BRAND STANDARDS
KB-adventures.com