KUKUI BRAND GUIDELINES
IN THE PURSUIT OF LIVING MORE S I M P LY, N A T U R A L LY & C O N S C I O U S OF OUR ENVIRONMENT
BRAND GUIDELINE
CONTENT
c ontent
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BRAND GUIDELINE
c ontent
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content
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improper use
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the brand
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colors
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basic elements
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primary typeface
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primary logo
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secondary typeface
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minimum size
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supergraphic
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clear space
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applied design
CONTENT
c ontent
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01. t he bran d Kukui is a manufacturer and retailer of organic and all natural skin care and light weight make up products with an environmentally conscious mindset. All formulations are made without any chemicals, synthetics, fragrances or dyes, to ensure what reaches your face is safe and pure. KukuĂ provides its products through
THE
BRAND
shops and internet.
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vision to build a global brand that is committed to enhancing the natural beauty of women and always providing the
VISION AND MISSION
best, natural and eco-friendly products.
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to ensure that products we sell are all natural and using organic ingredients, in the pursuit of living more simply, naturally, and conscious of our environment.
VISION AND MISSION
VISION AND MISSION
m ission
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02. basi c e lem e nts Kukui’s visual identity is an important asset. It symbolizes the characteristic of Kukui which is all natural and organic. More than a logo, it represents Kukui and its core values. It must alwats be used in its approved form, to mantain its identity and integrity. The Brand Kukui Signature is composed of two
BASIC ELEMENTS
elements: a logotype and a logogram.
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l o g o g ram
l o go t y pe
“ prim ar y log o This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Kukui’s products, storefront, website, ads and other materials. It is essential to the success of the brand that the logo always be applied with care and respect in every
PRIMARY LOGO
application according to these guidelines.
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BRAND GUIDELINE
PRIMARY LOGO
prim ar y logo
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BRAND GUIDELINE
PRIMARY LOGO
prim ar y logo
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BRAND GUIDELINE
PRIMARY LOGO
prim ar y logo
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PRIMARY LOGO
“ photo back g round There are a couple ways the logo can be used on photographic backgrounds, but each options should be exercised with care, making sure the logo and type are not obstructed by the image.
Tips: Avoid busy images
PRIMARY LOGO
with too much detail.
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“ m i n im u m si ze A brand identity that is too small does not serve any communications function. Do not reduce its width to less than 30 mm for Horizontal
MINIMUM SIZE
configuration for print or special usage.
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BRAND GUIDELINE
m inim um size
MINIMUM SIZE
30 mm
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“ cl e ar spac e The ‘x’ represents the minimum amount of required clear space surrounding Kukui identity. The clear space is the distance allowed between the brand identity and other elements, such as typography,
C L E A R S PA C E
illustrations or the trim edge of a printed item.
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BRAND GUIDELINE
C L E A R S PA C E
clear spac e
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“ im pro pe r u se The consistent and correct application of Kukui brand identity is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the
IMPROPER USE
incorrect usages of Kukui brand identity.
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BRAND GUIDELINE
i m proper use
FROM HANDPI C KE D INGR E DIE NT S FROM HANDPICKED INGREDIENTS
n e v e r mo v e an y e l e me n t ’s po si t i o n i n bran d i de n t i t y
n e v e r re m o v e an y e l e m e n t i n t he bran d i de n t i t y
n e v e r chan g e aspe c t rat i o, sc t re ch o r squ e eze t he bran d i de n t i t y
IMPROPER USE
n e v e r su bst i t u t e t y pe fac e i n t he FROM HANDPICKED INGREDIENTS bran d i de n t iFROM t y. HANDPIC KE D INGR E DIE NT S
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“ c o l o rs The Brand Kukui consists of three colors: Mint green, black, and white. Mint green is the core of our brand identity and should appear whenever possible for members to
COLORS
immediately identify our brand.
The eye dropper or color sampling tool is inacurrate. For best color reproduction, follow the numbers in the color guidelines.
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C:33 M:17 Y:24 K:34 R:172 G:190 B:188 HEX: #ACBEBC
C:3 M:2 Y:2 K:0 R:244 G:244 B:244 HEX: #F4F4F4
C:11 M:23 Y:24 K:0 R:224 G:196 B:183 HEX: #E0C4B7
C:7 M:15 Y:15 K:0 R:234 G:214 B:206 HEX: #EAD6CE
C:2 M:3 Y:5 K:0 R:248 G:242 B:237 HEX: #F8F2ED
C:14 M:78 Y:99 K:3 R:206 G:88 B:42 HEX: #CE582A
C:12 M:38 Y:97 K:0 R:224 G:162 B:44 HEX: #E0A22C
C:13 M:22 Y:100 K:0 R:225 G:189 B:35 HEX: #E1BD23
COLORS
C:49 M:24 Y:44 K:1 R:139 G:166 B:149 HEX: #8BA695
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“ prim ar y typefac e Avenir is the brand Kukui’s primary type family and should be used whenever possible to communicate key brand messages in headlines
P R I M A RY T Y P E FA C E
and display copy.
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BRAND GUIDELINE
prim ar y typefac e
Avenir Roman
A B C D E F G H I J K L M
Use for headlines
N O P Q R S T U V W X Y Z
or body copy
a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
Avenir Bold
A B C D E F G H I J K L M
Use for headlines
N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
P R I M A RY T Y P E FA C E
or body copy
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“ se c o n dar y t y pe fac e Baskerville family fonts was chosen as the brand’s secondary typeface. Secondary typefaces are typefaces used to support a
S E C O N D A RY T Y P E FA C E
consistent design system.
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BRAND GUIDELINE
se c ondar y typefac e
Baskerville Use for subhead
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1
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S E C O N D A RY T Y P E FA C E
Baskerville Italic Use for subhead
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“ su per g ra phic The supergraphic is a unique visual device to support our brand. It is a key part of our
SUPERGRAPHIC
visual identity system.
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BRAND GUIDELINE
SUPERGRAPHIC
super g ra phic
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03. a pplied de si g n
APPLIED DESIGN
Samples of the identity system in application.
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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Jalan Kayu Jati No.5 Kerobokan, Seminyak, Bali (0361) 738383 | hello@kukui.com
Front & Back - Folder Size 305 mm (h) x 235 mm (w)
(Scale 40%)
BRAND GUIDELINE
Inside - Folder Size 305 mm (h) x 235 mm (w)
(Scale 40%)
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
a pplied design
CLAUDIA SERGIO Managing Director
APPLIED DESIGN
Jalan Kayu Jati No.5 Kerobokan
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Seminyak, Kuta Utara, Badung, Bali (0361) 738383 | hello@kukui.com
Front & Back - Business Card Size 3.5 inches x 2 inches
Actual Size
BRAND GUIDELINE
Jalan Kayu Jati No.5 Kerobokan, Seminyak, Bali (0361) 738383 | hello@kukui.com
Front & Back - Business Card Size 3.5 inches x 2 inches
(Scale 20%)
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
a pplied design
Company Name Address Postal Address
Dear Mr. Xxxxx Headline Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed venenatis enim porttitor vehicula porta. Phasellus luctus aliquet sapien, eget ultrices mi finibus in. Nunc fringilla porta luctus. Morbi accumsan malesuada diam, eu commodo tellus dictum ac. Duis auctor euismod posuere. Ut tincidunt quam massa, ut fringilla nisl ullamcorper eget. Pellentesque sed mi quam. Subheadline Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed venenatis enim porttitor vehicula porta. Phasellus luctus aliquet sapien, eget ultrices mi finibus in. Nunc fringilla porta luctus. Morbi accumsan malesuada diam, eu commodo tellus dictum ac. Duis auctor euismod posuere. Ut tincidunt quam massa, ut fringilla nisl ullamcorper eget. Pellentesque sed mi quam. Registered company name Department
Claudia Sergio
APPLIED DESIGN
Managing Director
Jalan Kayu Jati No.5 Kerobokan, Seminyak, Bali (0361) 738383 | hello@kukui.com
Letterhead 36
Size A4 (Scale: 50%)
BRAND GUIDELINE
APPLIED DESIGN
a pplied design
Letterhead
Size A4 (Scale: 50%) 37
BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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BRAND GUIDELINE
APPLIED DESIGN
a pplied design
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KUKUI BRAND GUIDELINES