KOVA by Matt Rouse

WHAT IS THIS? This a book. More specifically, this is a book that is designed to define all aspects of the KOVA brand. In this book, you will find specifics on how to utilize the core elements, correspondence, and brand systems of KOVA.

TABLE OF CONTENTS 05

ABOUT KOVA

07 08 14 16

CORE ELEMENTS LOGO COLOR TYPEFACE

21 22 23 24 26

CORRESPONDENCE BUSINESS CARDS LETTERHEAD ENVELOPES PACKAGING

29 30 34 36

BRAND SYSTEMS UNIFORMS VEHICLES SIGNAGE

WHAT IS KOVA? Kova is a hardware company that values hard work and dependability above all else. This is true from our name (which translates from the Finnish word for “tough” and “rugged”) down to our envelopes and uniforms. Even our buildings utilize brutalist architecture to better communicate our strength and reliability. But we’ll touch on that a bit later.

CORE ELEMENTS 07

THE LOGO This is our logo. Isn’t it awesome? We thought so too. To keep it awesome, we gave it three approved versions. These are the only approved versions of our logo. Our designers spend a lot of time on this, so don’t go crazy with the pen tool.

1. This is our main logo to be used on things primarily, when possible. 2. This is our wordmark. Use this when it is not feasible to use the primary logo. For instance when there is not enough space or clarity to use the primary mark. 3. This is the Hex-K©. This mark is only to be used in conjunction with one of the previous marks.

RESPECT THE LOGO

ROOM TO BREATHE

A company’s logo is a pretty big deal. It’s the first thing customers see when they visit a store. It’s the frontrunner of any ad or email. So in the spirit of putting our best foot forward, it is extremely important to respect the groundwork that has been laid forth by our designers.

As with any strong, solid relationship, sometimes you need a little breathing room. Our logo is no different. When using our mark, be sure to include a safe area equal in space to one “K” of KOVA on every side.

SIZE MATTERS 0.5” At KOVA, we exude confidence (and a healthy dose of egocentrism). So in order to satisfy our need to be seen, please don’t scale the logo below 0.5 inches.

Scale the logo proportionately.

Use the approved black and white version of the mark.

Use the logo on an approved background color.

Use the logo in white if it is going on a color darker than 50% KOVA Steel.

Example of white on a colored background.

Another example of white on a colored background.

NOT COOL In case we weren’t clear before, we’re really into how we present ourselves. To better define what is cool to do to the logo, here’s some things that you definitely should not do to the logo.

Do not flip the logo.

Do not alter individual parts of the logo.

Do not put a weird ass stroke on the logo.

Do not adjust the proportions of the logo.

Do not rotate the logo.

Do not use unapproved black and white versions of the logo.

Do not alter the colors.

Do not place the logo over a picture.

Do not flip the k-hex

COLORS These are our colors. We have two primary colors, “KOVA Crimson” and “KOVA Steel.” These two colors are what make our logo and what gives our brand such a tong, individual aesthetic.

PRIMARY COLORS CMYK: 0, 96, 100, 0 RGB: 237, 45, 35 HEX: ED2D23 PANTONE: 179 C

It is preferred that “KOVA Crimson” and “KOVA Steel” be the main colors used in any and all applications of the brand. The exact value for all colors should be used as listed. No guessing or adjusting allowed!

KOVA CRIMSON We bleed “KOVA Crimson.” The color embodies our passion for hard work.

CMYK: 65, 62, 60, 47 RGB: 68, 63,63 HEX: 443F3F PANTONE: Black 7 C

KOVA STEEL Tough as “KOVA Steel.” The color symbolizes our embrace of all things tough and rugged.

SECONDARY COLORS CMYK: 90, 81, 9, 1 RGB: 57, 75, 147 HEX: 394B93 PANTONE: 7670 C

CMYK: 84, 8, 100, 20 RGB: 0, 138, 62 HEX: 00893E PANTONE: 7731 C

CMYK: 2, 14, 94, 2 RGB: 245, 207, 36 HEX: F4CE23 PANTONE: 605 C

KOVA BLUE

KOVA GREEN

KOVA GOLD

This blue is to be used to signify value such as sales/deals.

This green should be only used to showcase sustainability in branding and signage.

This gold should be used as an accent color when highlighting things that are really nice.

CMYK: 33, 31, 30, 24 RGB: 140, 134, 133 HEX: 8C8685 PANTONE: 408 C

CMYK: 16, 16, 15, 12 RGB: 189, 183, 183 HEX: BDB7B7 PANTONE: 406 C

KOVA STEEL (50%)

KOVA STEEL (25%)

This lighter version of “KOVA Steel” is to be used when the darker version is not feasible.

This even lighter version of “KOVA Steel” is to be used when the darker version is not feasible.

PRIMARY TYPEFACES The backbone of the KOVA brand is our typeface, Futura. We chose to use it for its strong, bold, and geometric letterforms. Futura Extra Bold is the typefaces used in the KOVA logo. Along with Extra Bold, there are three other weights of Futura that KOVAâ&#x20AC;&#x2122;s primary typefaces. These are Bold, Book, and Light. Being that these are the primary typefaces, they should be used first and foremost.

FUTURA EXTRA BOLD ABCDEFGHIJKLM OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 $&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA BOOK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

SECONDARY TYPEFACES We know there will be some instances where our primary typefaces will not be the right fit for the job, so we have included a handful of secondary typefaces to be used. These should only be used in conjunction with the primary typefaces and never used by themselves. With all that being said, please keep in mind these are called secondary typefaces for a reason. We spent a lot of time and effort into setting up the primary typefaces and love when people use them!

FUTURA BOLD OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA BOOK OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA LIGHT OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA CONDENSED EXTRA BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

FUTURA CONDENSED LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789$&%@#+-(.,:;)

CORRESPONDENCE 21

BUSINESS CARD You like looking professional, don’t you? We do too. That’s why our business cards are hand-tailored to give you the professional edge. Adhere to these guidelines when printing, and you’ll be king at the next business luncheon.

FRONT

3.5"

BACK 0.5"

0.5"

Dude McMann

Regional Manager 123.456.7890 dmcmann@kova.com 0.5"

123 Place Ln. Santa Fe, NC 26759

LETTERHEAD Letâ&#x20AC;&#x2122;s say the Internet goes out and you have some important information to relay to your fellow employees. Fear not, our letterhead is perfect for snail mail, corporate memos, and the like. Just be sure to stick to this framework.

3.5" Dude McMann

Regional Manager 123.456.7890 dmcmann@kova.com

123 Place Ln. Santa Fe, NC 26759

2/23/2015 465 Somewher e Rd. Someplac e, CA 20903

Aaron Blake,

11"

Bacon ipsum dolor amet ham stri p steak cupi m cow. Hamburger pork lo in frankfurter turducken ball tip jowl porchetta pancetta shankle capicola a lcatra kevin prosciutto. Ball tip sausage ham hock, c ow ham tri-tip corned beef shoulder sirlo in salami shankle ground round. Filet mignon meatloaf swine drumstick ribeye, flank chuck beef ribs porchetta pork bel ly pancetta doner ba ll tip pastrami picanha. Chicken turkey venison rump ham hock t ail pork chop shankle ribeye biltong ham brisket ball tip. Ham hock spare ribs doner t ail ribeye, jowl short loin capicola lan djaeger cow kielbasa tur ducken. Cupim doner turducken hamburger ball tip. I just had a baller br eakfast and had to get that out .

Thanks, Dude McMann

8.5"

ENVELOPES What are you going to mail your new business cards and letters in? Why our nifty envelopes, of course! To ensure that your mail is received quickly and efficiently, just stick to these measurements.

0.5" Dude McMann

Regional M anager 123 Place Ln. Santa Fe, NC 26759

4.125"

0.5"

Tommy Tutone

86 Music Blvd. Burlington, TX 75309

0.5"

9.5"

0.5"

SHIPPING BOXES Weâ&#x20AC;&#x2122;ve run the tests, and our experts have determined that most of our products will not fit in our standard envelopes. So we came up with some helpful alternatives. Our shipping boxes come in 3 distinct sizes. Please use these when shipping objects too large for envelopes.

FRONT

SIDE

32"

22"

FRONT

SIDE

18"

FRONT

SIDE

18"

14"

16"

14"

BRAND APPLIED 29

UNIFORMS Did we mention we care about presentation? Because we do. If youâ&#x20AC;&#x2122;re on the job, please wear the appropriate shirt for your position. And if you are operating machinery or working in an area where others are operating machinery, be sure to wear a safety vest. Presentation is important, but safety comes first!

GENERAL EMPLOYEE

MANAGERIAL STAFF

SAFETY VEST

TRANSPORTATION SYSTEMS

SHOPPING BAGS

What do you think youâ&#x20AC;&#x2122;re going to carry all the stuff in our store around in? Well, we got that covered. We have designed a full range of transportation systems for us in stores. These systems encompass all of our valued customers needs for transporting our products.

Plastic

Reusable

SHOPPING BASKET

SHOPPING CART

FLATBED CART

MOTOR VEHICLES

PICKUP TRUCK

Just like with our transportation systems for inside our stores, we have also set up designs for the motor vehicles within the KOVA fleet. These design should act as guides to how our brand should be applied to the variety of motor vehicles, regardless of make or model. All of the rules mentioned previously in regards to the logo should be adhered to.

KOVA.COM

UTILITY VAN

BOX TRUCK

SEMI-TRAILER TRUCK

IN–STORE SIGNAGE In order for our customers to be able to efficiently navigate our store, we came up with a simple wayfinding system to be utilized. This system should be applied to all aspects of signage within the store. The signs shown to the left are just a small sample. The main part of the wayfinding system is the overhead displays. These signs are the first thing customers can look to in order to find their way through the store. Each section should alternate between “KOVA Crimson” and “KOVA Steel.” The end–of–aisle displays give the customers a quick glance at what is contained in each aisle. These displays should be the same color as the overhead display section they are located in. The product displays are used to locate specific items within an aisle. Just like the end–of–aisle displays, they should be the same color as the overhead display section they are located in.

OVERHEAD DISPLAY

END-OF-AISLE DISPLAY

PRODUCT DISPLAY

EXTERNAL SIGNAGE As we said earlier, our buildings utilize brutalist architecture to communicate the strength and reliability that is so important to the KOVA brand. Our external signage lives best within this space when it is applied using the logo guidelines previously stated.

ROADSIDE SIGN

STOREFRONT