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BRAND STANDARDS
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.
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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,
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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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6 mm .25 inches 150 px
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8 mm .35 inches 200 px
LOGO INTEGRITY
graphics or typography. Clearspace includes the edges of magazines and newspapers.
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Clearspace is the area around a logo. This area should be clear of any
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Use the height of the letter “A” in “ADVENTURES” to determine the
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A
clearspace needed around the logo.
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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.
COLOR VARIATIONS MAIN LOGO
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Reversed
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One color Cotton
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One color Pond
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Black
One color Sprout
One color Spring
COLOR VARIATIONS BRANDMARK
Reversed
One color Cotton
One color Pond
Black
One color Citrus
One color Spring
USAGE UNAUTHORIZED 1.
To preserve the integrity of the KB brand, use the brandmark properly and consistently. Altering,
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coloring, distorting or redrawing the brandmark in any way will weaken the established brand image.
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2.
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ES
DON’T USE... 1. 2. 3. 4.
Rotate Brandmark or Wordmark Add text or graphics Alter the Logotype Alter Brandmark 4.
3.
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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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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.
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.
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
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
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
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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.
Inactive subjects Silhouette images Selfie images Age inappropriate images Posed subjects Stock tourist photos
IMAGES PROPER
USE... 1. 2. 3. 4.
Active subjects when possible Clear and in focus images Natural images Age appropriate subjects
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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A DV E N T U R ES 1375 GREEN STREET CHICAGO, IL 60610
KB
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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
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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 type of weather.
SWEATSHIRTS
T-SHIRTS
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.
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.
KB-adventures.com