BRAND MANUAL
JKO Solutions LLC www.jkogrowthleadership.com
Brand Function & Corporate design Guidelines.
Brand Manual | 2019
Contents 01. About us..................................... 04 02. Logo............................................ 05 03. Logo usage................................. 09 04. Brand colors............................... 11 05. Typography................................ 13 06. Checklist..................................... 16 07. Contact us!................................. 17
About Us JKO Growth Leadership is a coaching company for professionals. The logo represents the values which the company stands for • Dynamism • Initiative • Versatility It also represents knowledge, lifelong learning and the continued quest for knowledge
BRAND STYLE GUIDELINES | 2019
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Logo Primary version The supporting typeface and collateral are clean and minimalist to reinforce our identity as a quality, professional organization. This is the preferred versions of the logo for all printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
BRAND STYLE GUIDELINES | 2019
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Clear space Area around the logo shows how close to the edge of printed medium logo can be placed. Empty area around the logo cannot be distributed by any elements in any case. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space. The minimum clear space is defined as x. The minimum clear space of 2x should always be applied. Try to maximize clear space whenever possible.
2x
2x
BRAND STYLE GUIDELINES | 2019
2x
x
2x
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Logo sizing To make sure our logo is always visible we’ve determined a minimum display size for the digital and print applications. The minimum size of our logo is 21px on screen, or 0.25in (6.35mm) in print. In exceptional circumstances, smaller sizes for print may be necessary (e.g. on event merchandise). In such cases, legibility should always be your top priority.
Minimum print size is 0.2’ wide minimum digital size is 21 pixels wide
BRAND STYLE GUIDELINES | 2019
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Background colors Ideally the logo is to be used on a white background for maximum impact and clarity. When this is not possible, be sure to choose background colors or photos that provide sufficient contrast with the logo.
BRAND STYLE GUIDELINES | 2019
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Logo Usage Formats Logos are available in a variety of formats, such as EPS, PDF, PNG and JPG. Both EPS and PDF formats are used for print media and can only be opened using specific software. JPG and PNG formats are mainly used for digital media.
Correct Logo placement Different formats require the logo to be placed in different positions, but as a general rule official logo should be placed in the top right-hand corner. However, best judgment should be exercised on a case-by-case basis, and there are many exceptions to the general rule.
Incorrect logo applications or Usage You must not change the shape or color of the logo, make it fuzzy, add text to it, change its proportions, crop it or in any other way change the original design. These rules apply to all versions of the logo.
BRAND STYLE GUIDELINES | 2019
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DO’s and Don’ts We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.
01. If it’s unavoidable to sit the logo on a color or a photo, use the negative logo. 02. Do not rotate or stretch the logo. 03. Do not place the logo on the wrong colors. And never add other colors to the logo. 04. Do not add other elements to the logo like letters, boxes or frames etc. 05. Do not produce or use line art logo. 06. Do not use the logo on backgrounds that are not in good contrast with the logo. 07. Do not add embellishments like drop shadows, embossing etc. to the logo.
BRAND STYLE GUIDELINES | 2019
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Brand Colors Color Usage Color references are included for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.
Primary colors Following is our corporate primary color palette.
CMYK - 0, 0, 0, 0 RGB - 255, 255, 255 HEX - # ffffff
BRAND STYLE GUIDELINES | 2019
CMYK - 0, 0, 0, 100 RGB - 0, 0, 0 HEX - # 000000
CMYK - 0, 1, 3, 13 RGB - 223, 221, 217 HEX - # dfddd9
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Secondary Colors The palette allows the addition of secondary colors to enrich the visual identity of our brand. Lighter tints (up to 20 %) of these colors is also allowed.
80%
60%
40%
20%
CMYK - 0, 10, 28, 2 RGB - 251, 227, 180 HEX - #fbe3b4
80%
60%
60%
40%
20%
60%
40%
20%
60%
40%
20%
CMYK - 80, 10, 45, 0 RGB - 0, 167, 157 HEX - #00A79D
40%
20%
CMYK - 0, 35, 37, 24 RGB - 195, 127, 122 HEX - #c37f7a
80%
80%
80%
CMYK - 0, 34, 54, 35 RGB - 165, 109, 76 HEX - #a56d4c
60%
CMYK - 0, 15, 17, 28 RGB - 184, 157, 152 HEX - #b89d98
BRAND STYLE GUIDELINES | 2019
40%
20%
80%
CMYK - 38, 26, 0, 70 RGB - 48, 57, 77 HEX - #30394d
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Typography Font Usage Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings. Our corporate typefaces are Open-sans and GOTHAM . These full font families come in a range of weights to suit a multitude of purposes. These are optimized for print, web, and mobile interfaces, and have excellent legibility characteristics in their letter forms
BRAND STYLE GUIDELINES | 2019
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Gotham Here we use 2 weights. Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
BRAND STYLE GUIDELINES | 2019
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Open-Sans Here we use 4 weights. Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Bold
Light Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
BRAND STYLE GUIDELINES | 2019
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Checklist Best to have a checklist. Then you know that you have done everything right.
01 The Logo
Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.
02 Backgrounds
The logo should not appear on light or cluttered images without being reversed out.
03 Graphics
Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.
04 Typography
Check that our corporate typefaces have been used appropriately where applicable.
05 Design
Be sure to provide these guidelines to third parties or collaborating partners.
A final thought...
If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.
BRAND STYLE GUIDELINES | 2019
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Contact us! Any questions? Feel free to contact us!!! Jon Oliver JKO Growth Leadership
www.jkogrowthleadership.com jonoliver@jkogrowthleadership.com 434-981-1742
BRAND STYLE GUIDELINES | 2019
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JKO Solutions LLC www.jkogrowthleadership.com