KIT ACE Brand Style Guide
This is a short guide which represents the branding strategy of Kit and Ace. It breaks down our basic elements and will help you understand how to use these when representing our brand.
Our Brand
Our Mission Who are we? Creative Class Store Vision
Our Logo
Introduction Display Rules Incorrect Usage
Our Colours Brand Colours
Our Typeface
Typeface for Print Typeface for Web
Image Style
Product Imagery Photography for Advertisement Imagery With Text
Brand Summary Final Thought
Our Brand
Mission
statement Your time is precious and your comfort is paramount. We create designs that look good and feel amazing, so you can forget the small stuff and get on with the big stuff.
Kit and Ace is a Vancouver based company that strives to deliver innovative products that provide comfort and ease of use to the wearer, while still offering the style and quality of the luxury brands they love. Inspired by stretchy performance wear, Kit and Ace has created clothing that offers this same functionality while maintaining their desire for sophistication. Kit and Ace is in constant pursuit of the newest systems, fabrics, tools, construction and care to constantly improve our products. We intend to disrupt the market by showing people what is possible.
Creative Class
Making an impact on your surroundings through creativity At Kit and Ace, we believe in mutually beneficial relationships. We celebrate what others are contributing to the world and we recognize how their work influences us. You are innovative, future-focused, problem seeking and problem solving. Creativity is your cornerstone and a hallmark of the Creative Class. We design for people like you. You are making an impact and are driven by the effect your creative endeavours can have on your environment and those around you‌but you are busy. So you need clothing that looks and feels just as good as it wears and that is easy to take care of. The Creative Class is not elitist. We aspire to beauty and we celebrate progress.
Store
vision Each of our Kit and Ace shops is uniquely local in its design and each shop experience is tailored to its environment. Across all stores you will find gallery inspired spaces that feature the work of local artists, photography that is iconic to each city, as well as custom light fixtures and furniture. We recognize the local influence and honour it in each of our shop locations.
Our Logo
Our
logo The Kit and Ace logo is a great resource for our company, as it allows us to convey our key brand messages. Our logo is versatile, so that we may use it in all elements relating to our brand, including: on its own, on letterhead and envelopes, in our garment tags and on the actual clothes themselves. All of the proportions, colours, exact letterform and the size and spacing of the letters is unalterable and should be dealt with care.
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Monochrome When monochrome is used, all elements are to be 100% black. This form of the logo must only be used against background colours light enough to hold enough contrast to maintain legibility.
2
White Out When white out is used, the line bordering the rectangle around Kit and Ace is changed to white. The rest of the logo remains the same. This form of the logo must only be used against background colours strong and dark enough to hold enough contrast to maintain legibility.
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KIT ACE
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KIT ACE
Display
rules
Exclusion Zone Graphic elements are strictly prohibited within the dotted lines. The exclusion area consists of clear space equivalent to the distance between the top of the text and the outlining rectangle.
Minimum Display To maintain consistency, the logo should adhere to minimum display restrictions. There is no maximum size for which to use the logo.
Exclusion Zone
KIT ACE Minimum Display
KIT ACE 3/4”
Incorrect
usage
The consistent application of the Kit and Ace logo is essential to building and maintaining brand recognition. These examples illustrate several unnacceptable uses of the logo.
1
Don’t use a different colour scheme in the logo. Always stick to using just black and white, either in the monochromatic, or white out version.
2 Don’t recreate the brandmark with any
other typefaces.
3
Don’t condense or distort the logo in any way.
4 Don’t alter the scale of any graphic
elements.
5 Don’t rotate the logo. Always make sure
the brandmark is parallel to the top and bottom of the page.
6 Don’t add any embelllishments to the
logo. This includes outlines on the letters and outside rectangle, dropshadows, embossings, etc.
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2
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KIT ACE KIT ACE
KIT ACE
4
KITACE
5
KIT 6
E C A
KIT ACE
Our Colours
Our
colours The main colours of Kit and Ace, as illustrated in our logo, are BLACK and WHITE. These colours are selected as part of our core visual identity. Together they are a powerful symbol of our vision and brand values.
KIT ACE Pantone Process Black
Pantone Process White
RGB 35/31/32 HEX #231F20
RGB 255/255/255 HEX #000000
Process C M Y K 0% 0% 0% 100%
Process C
0%
M
0%
Y
K
0% 0%
Even though we usually use only black and white, we do sometimes incorporate colour. Colour is usually brought into elements of our branding that are subject to change, quite rapidly within the seasons. This would include elements such as event invitations and garment hang-tags. If you did want to incorporate colour, you would be able to use shades and tints of grey and blue, as illustrated below.
Pantone Cool Grey 11
Pantone Cool Grey 6 C
Pantone Cool Grey 1
RGB 105/107/112 HEX #696A6F
RGB 167/168/170 HEX #A7A8AA
RGB 226/226/226 HEX #E2E2E2
Process C M Y K 60% 51% 46% 16%
Process C M Y K 16% 11% 11% 27%
Process C M 10% 7%
Pantone 18-3949 TPX
Pantone 2768 U
Pantone 276 C
RGB 51/81/162 HEX #2E4DA7
RGB 74/78/109 HEX #4A4E6D
RGB 34/28/53 HEX #221C35
Process C M Y K 91% 71% 0% 0%
Process C M Y K 92% 74% 11% 38%
Process C M Y K 100% 100% 10% 79%
Y
K
8% 0%
Using
marble At Kit and Ace, we often incorporate marble into our branding. This is a way for us to add interest to things like our garment hang-tags, event invitations and envelopes, while staying with our monochromatic colour scheme. While marble can be incorporated, it shouldbe used with discretion on items, in order to not overwhelm the viewer.
This is the marble pattern which should be used in all designs. Do not alter the colour or design of this pattern in any way.
Envelope
KIT ACE 123 W 7th Avenue 778 - 372 - 5000 Vancouver, BC, V5Y 1L8 www.kitandace.com
Ms. Kaitlin Clarke 100 Church Street Toronto, ON H6G 8J2
Event Invitation
KIT ACE invites you to the
Ready to wear
sample
SALE
SAMPLE SALE __________________________ One Day Only Merchandise 20% - 60% OFF Sunday March 13th, 2016 11am - 5pm 123 W 7th Avenue British Columbia Cash, Visa, Mastercard & American Express accepted All sales are final. First come, first serve
Garment Hang-tag
KIT ACE
KIT ACE
ki t a n d ac e
KIT ACE KIT ACE
Our Typeface
Our Typeface
for print
Helvetica Neue The Helvetica Neue type family is our corporate font. Helvetica Neue is a simple, clean font, which can be applied anywhere, from letterheads to invitations. Use Helvetica Neue whenever possible.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
Helvetica Neue Bold Helvetica Neue also comes in bold. This is best used to establich hierarchy. Use the bold version when writing headlines or emphasizing something.
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
Our Typeface
for web PC Myriad Pro
Myriad Pro Bold
Body text, captions (12 px)
Headlines (20-30 px)
Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
MAC Lucida Grande
Lucida Grande Bold
Body text, captions (12 px)
Headlines (20-30 px)
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*)0123456789
Image Style
Product
imagery Product is priority. All attention should be made to highlight product and have it support our brand personality. Products should have a straight forward look and over-styling should be avoided.
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DO Make sure to focus on the specific product you are trying to highlight. For example, this image is focusing on the pants, so the majority of the image is of the pants, rather than the model’s entire body.
3
DON’T Change the lighting in the images. Make sure all product imagery is well lit, in order to enhance the overall effect of the image.
2
DO Pair the clothing with a complementary outfit. Even though you may be highlighting the vest in this image, you want to show customers how they can wear it.
4
DON’T Crop too much of the image out. Remember, we need to see the entire item to truly know what it looks like.
5
DON’T change the colours of the image. Kit and Ace products should always be shot on a neutral white background and edited to appear clean and crisp.
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Photography
for advertisements When taking pictures for advertisements, follow the same rules as illustrated in photographing the products. However, these images can have more creativity and movement within them. Also, you are able to put them in black and white, if desired. Make sure you consider where and how to place the Kit and Ace logo on your final image for the advertisement.
1
When using a colour image for your advertisement, use the monochrome logo. But, make sure to remove the white from the logo to let the background image show through.
2
When using a black and white image, use your judgement to determine whether to use the monochrome or white out logo. If the backgorund is darker, use the white out version. If it is lighter, use the monochrome logo. You must make sure the logo is visible at all times.
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KIT ACE
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KIT ACE
Brand Summary
Final
thought Now it’s up to each one of us to make sure we stay on brand. Following our new guidelines is key to brand consistency. Thanks in advance for your efforts and support of our brand and its integrity.
For a different approach, the Kit and Ace brand book can also be viewed online. Please visit kitandace.com/brand/book/2016