CORPORATE IDENTITY + BRAND MANUAL
TABLE OF CONTENTS 1.
About
2.
Identity, Usage + Guidelines
3.
Stationery + Administrative
4.
PR/IR Communications
5.
Marketing/ Sales
6.
Identity Introduction
7.
Web Material
8.
Environmental Graphics
Table of Contents
IDENTITY, USAGE + GUIDELINES a.
Logo + Variations - KMB Group Primary Logo (Landscape)
b.
Logo + Variations - KMB Group Primary Logo (Portrait)
c.
Logo + Variations - KMB Group Secondary Logo
d.
Logo + Variations - KMB Group Seconday Logo with Tagline
e.
Logo + Variations - Derivative Logos
f.
Graphic Language + Usage Guidelines
2. Identity, Usage + Guidelines • Index
PRIMARY KMB LOGO (landscape)
2a. Logo + Variations - KMB Group Primary Logo (Landscape) • 1
PRIMARY KMB LOGO (portrait)
2b. Logo + Variations - KMB Group Primary Logo (Portrait) • 5
PRIMARY KMB LOGO (landscape) - light + dark backgrounds
2a. Logo + Variations - KMB Group Primary Logo (Landscape) • 2
PRIMARY KMB LOGO (portrait) - light + dark backgrounds
2b. Logo + Variations - KMB Group Primary Logo (Portrait) • 6
PRIMARY KMB LOGO (landscape) - grid + space allowance
2a. Logo + Variations - KMB Group Primary Logo (Landscape) • 3
PRIMARY KMB LOGO (portrait) - grid + space allowance
2b. Logo + Variations - KMB Group Primary Logo (Portrait) • 7
PRIMARY KMB LOGO (landscape) - greyscale (at 95% black)
2a. Logo + Variations - KMB Group Primary Logo (Landscape) • 4
PRIMARY KMB LOGO (portrait) - greyscale (at 95% black)
2b. Logo + Variations - KMB Group Primary Logo (Portrait) • 8
SECONDARY KMB LOGO
2c. Logo + Variations - KMB Group Secondary Logo • 9
SECONDARY KMB LOGO - with tagline ( web address)
1d. Logo + Variations - KMB Group Secondary Logo with tagline • 13
SECONDARY KMB LOGO - light + dark backgrounds
2c. Logo + Variations - KMB Group Secondary Logo • 10
SECONDARY KMB LOGO - with tagline(web address) - light + dark backgrounds
1d. Logo + Variations - KMB Group Secondary Logo with tagline • 14
SECONDARY KMB LOGO - grid + space allowance
2c. Logo + Variations - KMB Group Secondary Logo • 11
SECONDARY KMB LOGO - with tagline ( web address) - grid + space allowance
2d. Logo + Variations - KMB Group Secondary Logo with tagline • 15
SECONDARY KMB LOGO - greyscale (at 95% black)
2c. Logo + Variations - KMB Group Secondary Logo • 12
SECONDARY KMB LOGO - with tagline ( web address) - greyscale (at 95% black)
2d. Logo + Variations - KMB Group Secondary Logo with tagline • 16
DERIVATIVE LOGOS - Sub Brand Logo System + Structure
(STANDARD PREFIX) KMB red box
+ Name of venture in Din Pro Light, KMB red (VARIABLE SUFFIX)
2e. Logo + Variations - Derivative Logos • 17
DERIVATIVE LOGOS - Sub Brand Logo Examples (Landscape)
2e. Logo + Variations - Derivative Logos • 18
DERIVATIVE LOGOS - Sub Brand Logo Examples (Portrait)
2e. Logo + Variations - Derivative Logos • 19
DERIVATIVE LOGOS - Sub Brand Primary Logo Landscape Grid
2e. Logo + Variations - Derivative Logos • 20
DERIVATIVE LOGOS - Sub Brand Primary Logo Portrait Grid
2e. Logo + Variations - Derivative Logos • 21
DERIVATIVE LOGOS - Sub-Brand Secondary Logo System
SINGLE COLOR:
DOUBLE COLOR:
BLACK & WHITE:
GREYSCALE:
2e. Logo + Variations - Derivative Logos • 22
DERIVATIVE LOGOS - Sub-Brand Primary Logo System with Tag Line
2e. Logo + Variations - Derivative Logos • 23
DERIVATIVE LOGOS - Sub-Brand Primary Logo System with Tag Line : grid + space allowance
2e. Logo + Variations - Derivative Logos • 24
GRAPHIC LANGUAGE - Structure
(PREFIX) KMB red box
+ Name of venture in Din Pro Light, KMB red (SUFFIX)
2f. Logo + Variations - Graphic Language + Usage Guidelines • 25
GRAPHIC LANGUAGE - Primary Color
primary color PANTONE 7427 C batch process C 0 M 100 Y 65 K 28 websafe #B50938 rgb R 181 G 9 B 56
2f. Logo + Variations - Graphic Language + Usage Guidelines • 26
GRAPHIC LANGUAGE - Secondary & Tertiary Colors
Secondary color PANTONE Cool Gray 11C batch process C 0 M 2 Y 0 K 68 batch process C 100 M 0 Y 65 K 30
websafe #717073
websafe #008066 rgb R 0 G 128 B 102
rgb R 113 G 112 B 115
Tertiary color PANTONE 335 C
Tertiary color PANTONE 2766 C
batch process C 100 M 94 Y 0 K 47
batch process C 0 M 29 Y 91 K 0
websafe #11175E
websafe #FDBB30
rgb R 17 G 23 B 94
rgb R 253 G 187 B 48 Tertiary color PANTONE 1235 C
2f. Logo + Variations - Graphic Language + Usage Guidelines • 27
GRAPHIC LANGUAGE - Typography - Primary Font
LIGHT
REGULAR
MEDIUM
BOLD
BLACK
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`№™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`№™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`№™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`№™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`№™‰€©®
2f. Logo + Variations - Graphic Language + Usage Guidelines • 28
GRAPHIC LANGUAGE - Typography - Title Font
REGULAR
ITALIC
BOLD
BOLD ITALIC
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰€©®
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰€©®
2f. Logo + Variations - Graphic Language + Usage Guidelines • 29
GRAPHIC LANGUAGE - Typography - Body Text for Print
REGULAR
ITALIC
BOLD
BOLD ITALIC
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰
THE QUICK BROWN FOX JUMPED OVER THE LAZY SLEEPY FOX the quick brown fox jumped over the lazy sleeping dog 0123456789 !@#$%^&*()_+<>?:”{}|,./;’[]\=-`™‰
2f. Logo + Variations - Graphic Language + Usage Guidelines • 30
GRAPHIC LANGUAGE - Layout & Grid System Use an 8-column grid and 0.5 grid margin for all KMB materials. The first column is demarcated for graphic language. Use a half-grid system to demarcate areas for titling, sequencing & separating, starting from the 2nd half of the 2nd grid. Body starts from the 3rd column.
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 31
GRAPHIC LANGUAGE - Titling System + Grid SECTION SEPERATORS
CORPORATE IDENTITY + BRAND MANUAL
2f. Logo + Variations - Graphic Language + Usage Guidelines • 32
GRAPHIC LANGUAGE - Titling System + Grid SECTION SEPERATORS : marked by KMB red font color
TABLE OF CONTENTS
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 33
GRAPHIC LANGUAGE - Titling System + Grid SEQUENCING: All topics to be seperated by 2x(Auto) Leading. Numbers in KMB Red, Text in KMB Gray.
TABLE OF CONTENTS 1.
Lorem ipsum dolor sit amet
2.
Consectetur adipisicing elit
3.
Sed do eiusmod tempor incididunt ut • Labore et dolore magna aliqua • Ut enim ad minim veniam • Quis nostrud exercitation ullamco laboris
2f. Logo + Variations - Graphic Language + Usage Guidelines • 34
GRAPHIC LANGUAGE - Titling System + Grid BODY TEXT: Font: Serif6 Beta, Color: KMB Gray, Size:10 pt, Leading: 1.5x(Auto) QUOTE TEXT: Font:DinPro Medium, Color: KMB Grey, Size: 10pt, Leading: 2x(Auto), All upper case
BODY CONTENT Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet, consectetur, adipisci[ng] velit, sed quia non numquam [do] eius modi tempora inci[di]dunt, ut labore et dolore magnam aliquam quaerat voluptatem. Note: Always avoid “widowed” words, or one-to-three words in the last line of a paragraph. Control the kerning & tracking (spacing between each letter) of your paragraph to avoid widowed words. Always remove hyphenation, and always justify with last line aligned left. Maintain baselines as much as possible. “SED UT PERSPICIATIS, UNDE OMNIS ISTE NATUS QUO VOLUPTAS NULLA PARIATUR.”
2f. Logo + Variations - Graphic Language + Usage Guidelines • 35
GRAPHIC LANGUAGE - Elements
ROW USAGE
CHEVRON USAGE derived from the “k” of kmb in 80% KMB Red, always facing right in single/row usage.
LAYERED USAGE
(The top-left anchor must fall on the inner line. Generate 3 sizes by scaling up 150%. Complete the process by composing within a square frame.)
MIRRORED USAGE
(Create a layered pattern, reflect and overlap. Complete the process by composing within a square frame.)
2f. Logo + Variations - Graphic Language + Usage Guidelines • 36
GRAPHIC LANGUAGE - Image based Graphic Language Use a 75% multiply KMB Red filter against greyscale images. Use white text, and the KMB Logo in a 10% KMB red dealer panel that does not consume more than 20% of artboard height. Focus on keeping the layout as minimal and premium as possible, with communicating content as the top priority.
WELCOME A NEW LIFE WHERE TIMELESSNESS IS BASIC.
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 37
GRAPHIC LANGUAGE - Image-Vector Mixed Graphic Language
WELCOME A NEW LIFE WHERE TIMELESSNESS IS BASIC.
2f. Logo + Variations - Graphic Language + Usage Guidelines • 36
LOGO USAGE - against KMB red + b&w backgrounds
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 36
LOGO USAGE
Use the logo as provided with space allowance as much as possible.
Adding a 5% KMB red background to define allowance space is permissible.
The KMB logo must always appear horizontal.
Do not add outlines to the KMB Logo
Do not change the contents of the KMB Red box Should you add a blending filter to the logo, never place the logo where the contents cannot be read.
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 36
LOGO USAGE
Do not change the KMB fonts, especially in the logo
Never distort the logo vertically or horizontally. Always maintain proportions.
Do not alter any element of the KMB logo in terms of size, color, proportions or orientation.
min : 0.74”
min : 1.5”
Never change the color of the logo
Minimum permissible width: 1.5 inches or 3.81cm (Hieght proportional to width according to original scale)
2f. Logo + Variations - Graphic Language + Usage Guidelines • 36
ENHANCED LOGOS - for web application
Usign the most minimal and gentle additions to the KMB red box, optimize the logo for web & other digital applications. The enhancement of the logo must never take it away from the single color brand positioning.
2a. Logo + Variations - KMB Group Primary Logo (Landscape) â&#x20AC;˘ 1
LOGO USAGE - against color backgrounds
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 36
LOGO USAGE - against photographic backgrounds
When using the KMB Logo on any photographic background, please follow this scheme with special attention for problematic backgrounds, too complicated to use. In the two cases presented here, use either a cool gray multiplied box, or a cool gray screened box at 50% opacity to protect the KMB Logo.
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 36
LOGO USAGE - with another logo
Secondary Logo
2a. Logo + Variations - KMB Group Primary Logo (Landscape) â&#x20AC;˘ 3
LOGO USAGE - with 2 other logos
Logo 1
Logo 2
Logo 1
Logo 2
2a. Logo + Variations - KMB Group Primary Logo (Landscape) â&#x20AC;˘ 3
LOGO USAGE - with more than 2 logos
Logo 2 Logo 1 Logo 3
2a. Logo + Variations - KMB Group Primary Logo (Landscape) â&#x20AC;˘ 3
LOGO USAGE - against photographic backgrounds
Embossing Version
Debossing Version
Wax Seal Version
2f. Logo + Variations - Graphic Language + Usage Guidelines â&#x20AC;˘ 36