Brand
Communication
Spring 2012
kendalking.com
Kendal King Group
index
01 the brand 04 new additions 14 the voice
kendalking.com
Brand essence: When conveying our vision, please keep these keywords in mind while designing and before sending any communication or deliverable.
does it show
progressive
thought?
Kendal King Group is a multi-channel marketing agency. From research to design, displays to logistics, we make the path to purchase easier.
is it
the
voice
direct
?
and clear
We hire only the best in their respective fields of expertise. Combine that with other traits we insist upon: honesty, integrity, creativity, strategic and progressive thought, an intuitive nature, and quite importantly– a sense of humor, and you end up with a group of folks that define what it means to work as a team.
Kendal King Group
does it
promote/show
is it
team work ?
We’re a group of freethinkers who, at times, fight for our best ideas; and other times, rely on each other to bring about better ones. We are a group that is never satisfied with what we know already; always striving to learn more and improve every day.
edgy ? We’re a group of talented people with lofty design goals and our portfolio and client list proves it. If stating that makes us cocky… Well, then…so be it!
does it exude
confidence
?
The retail landscape today is tough. You face it. We know it, and that’s where we can help.
kendalking.com
01
the voice
Process
Design
design
process 01
02
Kendal King Group
form
brief ask questions what about repeat define problem converse research inspire brainstorm thumbnails ideation analyze present client verify
repeat
listen
design from two directions
03 design from two directions
design from two directions
create technical drawings specify + approve drawings schedules created prototype + testing walk thru assembly letter value engineer final estimate present to client fabrication procure materials supervise subs manage schedule supervise fulfillment plan shipping
make
concept development color studies type studies material studies define manufacture process establish budget mock up user testing specify basic components preliminary estimate analyze team critique present to client
feedback invoicing margin analysis kendalking.com
the voice
AND
logos tagline For print and Web, most brands revolve around the logo.
BRAND RECOGNITION
The logo design and tagline must always have a good contrast with the background to ensure maximum impact.
logo design
K bug
lock- up
Kendal King Group
stacked tagline
horizontal tagline
File location – Reference: MAC Volume // KKG // KKG Logos
kendalking.com
04
the brand
core palette The colors in our core palette are the foundation of the logo and how we represent our brand to customers. These base colors build recognition in our brand, and infers quality as we maintain their consistency.
PMS 187 C0 M100 Y79 K20 R175 G30 B45 #B31B34
PMS 152 C0 M51 Y100 K1 R231 G111 B10 #E76F00
PMS BLACK C C0 M0 Y0 K100 R0 G0 B50 #000000
PMS COOL GRAY 4C C26 M21 Y21 K0 R189 G189 B189 #BDBDBD
This core palette has been established specific to the logo, and must be kept EXACTLY as prescribed!
BRAND RECOGNITION Kendal King Group
PMS WHITE C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
logo design Showing how the core palette is integral to the primary logo.
kendalking.com
the brand
typeface
Logo Use Only Friz Quadrata Standard— OT
Friz Quadrata was originally designed in a single weight by Swiss designer Ernst Friz for Visual Graphics Corporation in 1978. It is our recommendation that it not be used in any fashion other than in our corporate logo. This helps by setting our logo apart in all of our communications.
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()®©™ Kendal King Group
Tagline Use Franklin Gothic Book Extra Compressed— ITC
Franklin Gothic, one of the most popular sans serif types ever produced, was designed by Morris Fuller Benton in 1902 for American Type Founders. ITC Franklin Gothic Compressed is designed especially to solve impossibly tight copy fitting problems, while maintaining high legibility standards. It is frequently seen in newspapers, advertisements, posters, and any place with space restrictions.
AB CD EF G HIJKLM NO PQ R STUVWXYZ a b c d ef g h i j k l m n o p q rstu vwxy z 1234567890!@ # $%^&*( ) ®© ™ kendalking.com
the brand
BRAND RECOGNITION
The Brand Reinforces Our Strength as a Design Partner.
logo do’s Do: Use the logo design in the Kendal King Group Identity Core Colors only and in its standardized form on a white background. Note: Primary/Dominant Use
Do: Use of Kendal King Group logo design in black and white version is acceptable when on white background.
Do: Use the inverse logo design in its standardized form on a black background.
Do: Use the logo design in its standardized form on 50% value background. Note: See Creative Team.
Do: Use logo design in the Kendal King Group’s Identity Core Colors only and in its standardized form on a white background. Note: Use Lockup File. Don’t Create It Separately.
Do: Use stacked tagline in Kendal King Group’s Identity Core Colors only and in its standardized form on a white background.
Kendal King Group
Don’t: Use Old Logo Designs in any presentations. Please refrain from rearranging the logo.
Don’t: Use the black + white logo design in its standardized form on a red background.
Don’t: Use “Retail Marketing Solutions”.
logo don’ts
Don’t: Use “Retail Marketing Solutions” and/or green arrows.
Don’t: Use “K” Bug in the corners. An old treatment we’re eliminating.
kendalking.com
the brand
layout details BRAND RECOGNITION
Clear Space: Don’t underestimate the need for white space.
Readability Lower case letters, with their ascenders and descenders, make it easy for the eye. UPPER CASE LETTERS HAVE NO VARIETY OR OUTLINE AND THEREFORE MAKE IT HARDER TO READ.
Unjustified Text Always use unjustified text (ranged left), regular word/letter, spacious leading. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
Kendal King Group
The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog. The quick brown fox jumps over the lazy dog.
positioning
Alignment Text can be ranged from the left hand edge of the logo.
min. width 1.125 in.
The quick brown fox jumps over the lazy dog.
Legend Utilize the capital K in the logo to define the clearance.
min. width 1.125 in.
min. width 1.5 in.
kendalking.com
the brand
Usage
Typeface
typeface Corporate Fonts Franklin Gothic Book Extra Compressed
Designers: David Berlow, Morris Fuller Benton, Victor Caruso Date Released: 1902–1967 Publisher: Linotype Category: Sans–Serif Classification: Grotesque
Usage: Utilize as large type for titles, newsletters, and so forth.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Franklin Gothic Book Compressed
Franklin Gothic remains one of the most widely used sans serif typefaces. The robust character of the font gives text a modern feel. It is widely used in newspapers and advertising and is frequently seen in posters, placards and other material where space is restricted. Usage: Utilize for all emails and body copy.
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Kendal King Group
Franklin Gothic Demi Extra Compressed
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Franklin Gothic Demi Compressed
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
kendalking.com
10
the brand
typeface Designer Fonts Adobe Times Regular
Designers: Stanley Morrison Date Released: 1931 Commissioned by: The Times Category: Serif Classification: Transitional
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Usage: Utilized per design preference for creative material.
1234567890!@#$%^&*() Adobe Times Italic
Research into legibility and readability led to a design that was unique in newspaper typography; it was based on old style (or Garalde) types, had greater contrast, and was more condensed than previous newspaper types.
ABCDEFG H IJ K LM
a b c d e f g h i j k l m n o p q rs tu v w xy z 1 2 3 4 5 6 7 8 9 0 ! @ # $ %^ &* ()
Kendal King Group
designer fonts
Adobe Times Bold
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Adobe Times Bold Italic
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
kendalking.com
the brand
typeface Designer Fonts Emigre Matrix Book
Designer: Zuzana Licko Date Released: 1986 Category: Serif Classification: Wedge Shaped
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Usage: Utilized per design preference for creative material.
1234567890!@#$%^&*() Emigre Matrix Bold
The proportions of Matrix were based on the structure of the typeface Emigre (top), a low resolution bitmap font designed by Zuzana Licko in 1984. Fun Fact:
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Emigre
Emigre Matrix
Kendal King Group
designer fonts
Emigre Matrix Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Emigre Matrix Script Regular
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
kendalking.com
the brand
Palette
Color
Reference www.pantone.com for information.
Kendal King Group
kendalking.com
14
new additions
color palette The current core palette with the new PMS colors that voice a warm, cool and eco palette that establish and support the new voice for Kendal King Group.
CORE PALETTE 187 C0 M100 Y79 K20 R175 G30 B45 #B31B34
152 C0 M51 Y100 K1 R231 G111 B10 #E76F00
White
Black C0 M0 Y0 K100 R0 G0 B50 #000000
Kendal King Group
C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
WARM PALETTE 130
179 C5 M93 Y97 K0 R226 G56 B40 #E23828
C5 M36 Y100 K0 R241 G171 B0 #F1AB00
120
430 C51 M38 Y33 K2 R134 G143 B152 #868F98
C3 M9 Y63 K0 R249 G223 B121 #F9DF79
COOL PALETTE ECO PALETTE 299
395 C12 M0 Y100 K0 R228 G228 B0 #E4E400
C74 M22 Y0 K0 R0 G143 B216 #00A0E2
368 C65 M0 Y100 K0 R98 G189 B25 #62BD19
kendalking.com
136 C0 M26 Y77 K0 R255 G188 B58 #FFBC3A
new additions
VIS I ON & V OIC E
WARM PALETTE 179 Brilliant Scarlet
Chosen for its Pizzazz and Sophistication. Exciting, Energizing, Aggressive, and Powerful.
430
130 Vivid Amber
Warm, Cheerful shade that Sparks Imagination. Symbolizes Enthusiasm, Creativity, and Determination.
Azureish Gray
Selected form its Timeless, Practical, and Solid Persona.
120 Light Amber
Intellect, Freshness, Joy, and Optimism.
timeless
rhythm
minimal
less is more Kendal King Group
modern
classic
simplistic
kendalking.com
new additions
VIS I ON & V OIC E
COOL PALETTE 395 Vivid Yellow
Advance from surrounding colors and instill Artsy and Energy, as well as Spark Creative Thoughts.
299 Vivid Cerulean
Associated with Depth and Stability. Symbolizes Trust, Loyalty, Wisdom, Confidence, and Intelligence.
energy
personality
adventurous
Kendal King Group
does it
?
Vibrant
exciting
movement
kendalking.com
new additions
VIS I ON & V OIC E
ECO PALETTE 368 Moderate Chartreuse Green Green is the pervasive color in the Natural World. Also Signifies Growth, Harmony, and Freshness.
136 Light Brilliant Gamboge Gamboge is mentally stimulating as well as sociable. Friendly and Soothing.
entrepreneur
consistent
b
Kendal King Group
Visual
natural
urban
basic eco friendly
kendalking.com
new additions
Template
PowerPoint
presentation layouts LEGEND FONT FAMILY
Franklin Gothic - Book Franklin Gothic - Demi Franklin Gothic - Heavy Franklin Gothic - Heavy Franklin Gothic - Heavy Italic Franklin Gothic - Book Compressed Franklin Gothic - Demi Compressed
SIZE
10pt 16pt 30pt 30pt 27pt 12pt 16pt
COLOR
USAGE
Presentation Details Presentation Title Client Name Page Number Headline Body Copy Subhead
Title Page
Kendal King Group
Section Heading Page
Interior Page — Business Development
Interior Page — Business Development with Full Bleed Layout
Interior Page — Design
Interior Page — Design
kendalking.com
20
new additions
notes
Kendal King Group
kendalking.com
notes
Kendal King Group
kendalking.com
Kendal King Group
kendalking.com