KENMORE AIR Your portal to adventure
BRAND GUIDELINES 2015
Kenmore Air Brand Guidelines. All rights reserved. Please refer to this official document before beginning any project for Kenmore Air. Any questions can be sent to: design@kenmoreair.com
KENMORE AIR Your portal to adventure
2015
About Kenmore Air
Three high school friends reunited after World War II founded Kenmore Air in 1946. With one airplane and a single hangar near a swamp at the North end of Lake Washington, Bob Munro, Reg Collins and Jack Mines created what was to become one of the largest and most respected seaplane operations in the world. As with many great companies, Kenmore Air Harbor’s beginnings were modest. The company experienced many anxious moments in its infancy. From re-zoning the shingle mill site to a commercial seaplane base to petitioning the Kenmore community for support, it was a struggle at times to keep the Air Harbor afloat. Working sixteen-hours-a-day, seven-days-aweek left them little time to ponder the future; however.
“Other than Jack’s ideas about a hotel we didn’t have much of a plan other than Reg and I would fix planes and Jack would give flying lessons. We just assumed it was going to work.” - Bob Munro From the beginning, Kenmore Air’s business philosophy was based on the foundation of integrity and exceptional customer service. The company kept it simple: “Do the right thing”. Today, Kenmore Air is among the bestknown and most respected seaplane operations in the world, flying an eclectic mix of piston Beavers and turbine Otters and Caravans, landing passengers on glaciers, lakes and harbors among the mist-shrouded fjords and islands of the U.S. and Canadian northwest.
Introduction i
TABLE OF CONTENTS 1 2 3 4 5 6
Brand Narrative Logo Specifications Colour Palette Typeface Photography Touchpoints
table of contents   ii
brand narrative
Character
We are historic, distguished and adventurous
Promise
Pioneering adventurous journeys in flight and craftmanship since 1946
Attributes
Fine Craftsmanship Expertise Unique Travel Experience Regional / Pacific Northwest
Positioning
To be the gold standard of adventure and craftsmanship in the Pacific Northwest by providing unique travel expereiences to every customer, every day.
brand narrative   1.0
LOGO SPECIFICATIONS
Our logo is our first meeting, it represents who we are and it’s how we say hello. These versions of the Kenmore Air logo are acceptable.
KENMORE AIR Your portal to adventure
2.1 Logo
2” (144px wide)
minimum size
KENMORE AIR Your portal to adventure
The smallest that the Kenmore Air logo should be represented is 2” or 144px wide
minimum size 2.1
Correct Logo Usage These versions of the Kenmore Air logo are acceptable.
01. Full Colour
Acceptable light background colours are white and Kenmore Yellow at 5% opacity.
2.2 Logo
02. On coloured background
The abstract mark should remain in it’s colour palette. Kenmore Yellow is the only acceptable colour to be used as a background. The text should be white.
01
KENMORE AIR Your portal to adventure
02
KENMORE AIR Your portal to adventure
correct logo usage  2.2
brand narrative
Character
We are historic, distguished and adventurous
Promise
Pioneering adventurous journeys in flight and craftmanship since 1946
Attributes
Fine Craftsmanship Expertise Unique Travel Experience Regional / Pacific Northwest
Positioning
To be the gold standard of adventure and craftsmanship in the Pacific Northwest by providing unique travel expereiences to every customer, every day.
brand narrative   1.0
Incorrect Logo Usage These versions of the Kenmore Air logo are not acceptable.
01. incorrect proportion
02. On coloured background
It is against the logo guidelines to be stretched, compressed, distorted or skewed.
The abstract mark should remain in it’s colour palette. Kenmore Yellow is the only acceptable colour to be used as a background. The text should be white.
03. low contrast
04. outlined
The logo needs an acceptable amount of contrast to ensure 100% legibility.
The weight of the logo gives a warm and friendly tone. Outlining the logo removes this tone.
2.3 Logo
01
01
KENMORE AIR
KENMORE AIR
Your portal to adventure
Your portal to adventure
02
02
KENMORE AIR Your portal to adventure
incorrect logo usage  2.3
Clearspace The Kenmore Air logo needs space
O
key
O The “O” in Kenmore is the unit used to measure the perimeter of the logo’s clearspace.
2.4 clearspace
O
O KENMORE AIR O
Clearspace with tagline
It isn’t necessary, but sometimes the logo can be accompanied by a tagline
O O
key
O
KENMORE AIR O Your portal to adventure
The “O” in Kenmore is the unit used to measure the perimeter of the logo’s clearspace
clearspace with taglines 2.4
COLOUR PALETTE
PACIFIC BLUE
RAINIER SKY BLUE
ICE CAP WHITE
MOSS GREEN
SUNSHINE YELLOW
#273248
#77C2D1
#FFFFFF
#80A64D
#EEB41D
R: 39 G: 50 B: 72 C: 87% M: 76% Y: 47% K: 44%
R: 119 G: 194 B: 209 C: 51% M: 6% Y: 16% K: 0%
R: 255 G: 255 B: 255 C: 0% M: 0% Y: 0% K: 0%
R: 128 G: 166 B: 77 C: 55% M: 18% Y: 91% K: 2%
R: 238 G: 180 B: 29 C: 7% M: 30% Y: 100% K: 0%
colour palette & Identity Each island within the logo represents the collective locations that Kenmore flies to in each area. The four main locations are Seattle, Vancouver Island. The secondary identity elements are the sun beams. Representing a new dawn, and a new opportunity for adventure. When all islands placed on top, they form a topographic symbol that also resembles a mountain, an iconic Pacific Northwest symbol
Seattle
BC Mainland
Vancouver Island
San Juan Islands
COLOUR PALETTE ADJECTIVES
friendly warm welcoming energetic
Sun Beams
colour palette & identity  3.0
TYPOGRAPHY
Typefaces These typefaces are the approved fonts to use headers
NIVEAU GROTESK LIGHT SIZE: 32 // ALL CAPS sub headers
FRONTAGE REGULAR SIZE: 14 body copy
GOTHAM BOOK SIZE: 18
GOTHAM LIGHT SIZE: 18
4.0 typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:; ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890~!@#$%^&*()_+-=<>?:;
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:; ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890~!@#$%^&*()_+-=<>?:;
Typography 4.0
PHOTOGRAPHY
Photography Our photos are meant to make people feel warm, welcome and inspired. Just like our narrative they should boost our customers mood. They have an overall warm tone and if they display faces in the shot, the people should be smiling.
5.0 photography
photographyâ&#x20AC;&#x2021;5.0
TOUCHPOINTS