KFX BRAND IDENTIT Y GUIDELINES Connecting people & property, perfectly
+62 1945 0082 110
THE
INTRODUCTION
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With more than 400 offices around the world, Knight
Frank has a global presence that is only getting
stronger. We pride ourselves on forming enduring relationships with clients while providing an outstand-
ing service that exceeds their expectations, every time.
Exceptional people are the beating heart of Knight Frank – but this alone isn’t enough. EMAIL : sales@knightfrank.com
CONTACT : +62 1945 0082 110 +61 5555 1022 88
ADDRESS : DesignBuzz-Studio , 12th Random Street, 1022, London, UK
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TABLE OF CONTENTS
1.1
The Full Logotype
04
1.2
Logo Clearspace
05
1.3
Logo Design Options
06
1.4
Logo Application
07
1.5
Incorrect logo
08
2.1
Color Palette
09
2.2
Color Tints
10
3.1
Primary Typography
11
3.2
Secondary Typography
12
3.3
Font Hierarchy
14
4.1
Company Letterhead
15
4.2
Other Prints
16
4.3
Presentations
16
4.4
Logo Placement
17
4.5
Offical Poster
22
5.1
Images
24
5.2
Blending Modes
25
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01 CORPORATE LOGO
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1.1 The Full Logotype
Here’s the full logo version of Lighty. Logo can be used in vertical and horizontal version or just symbol.
01. LOGO VERTICAL
KFX
These are the only acceptable variations of the KFX logo.
Make sure you choose a version
that is legible on the background you are using to maximise the visual impact of our logo.
01. LOGO VERTICAL
02. LOGO HORIZONTAL Please take care when positioning the KFX logo over illustrations or photographs.
There should be sufficient tone to
KFX
the background to ensure that the logo has clarity and contrast.
02. LOGO HORIZONTAL
03. LOGO SYMBOL The logo icon is used in the print-
1x
head, in addition to the digital use of the website and the newsletter
1.2 x
03. LOGO SYMBOL
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01
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1.2 Logo Clearspace
CORPORATE LOGO
There is a minimum amount of space required around the logo to ensure it is clearly visible and impactful.
01. LOGO VERTICAL
02. LOGO HORIZONTAL Y Y
KFX
X X
Y
X = quarter of the logo vertical length.
KFX
X
Y
X = quarter of the logo horizontal length.
03. LOGO SYMBOL
X
X = half of the logo symbol
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01 CORPORATE LOGO
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1.3 Logo Design Options
We initially created four different models of the logo, each of which was built in a different way from the others.
01. THE FIRST PROPOSED LOGO
The icon of the logo was built in the
form of the first two letters (K, F) on an existing structure, and the basic colors of the mother logo.
02. THE SECOND PROPOSED LOGO
In this experiment, we have moved away from using basic colors as
they are But a chromatic gradient based on the basic colors was created, with respect to the logo icon
It is the inspiratioa from prestigious residential complex
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There are hundreds of fonts; the next few pages set out the limited number of fonts we wish to use as an organisation to ensure consistency.
There are two principal uses of typefaces:
· Design fonts– those that we use in marketing and advertising, where the words form part of the designed creative work, such as an advertisement, poster and direct mail piece
· System fonts– those that we use in our day-to-day lives for internal messages and are supplied as standard with MS Word and PowerPoint
03. THE THIRD PROPOSED LOGO
Here we decide to retutn the original colors of the mother logo, but the bold text form was used in the logo format
The icon of the logo stems from the shape of a simple country house
04. THE OURTH PROPOSED LOGO
The fourth and final model of models that were planned before stabilizing the current shape of the logo
Here we tried to have the logo
very close to the mother logo, with a slight change in the logo icon structure
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01 CORPORATE LOGO
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1.4 Logo Application
The logo is the most important component of a brand’s visual identity, so it’s critical to apply it correctly DARK VERSION
01. LOGO LIGHT & DARK VERSION We have two primary colours:
Knight Frank red and Knight Frank green. These should be the most
prominent colours on any publication, whether it’s print, digital, interiors or outdoor
02. SIZE OF THE LOGO The smallest acceptable size of our logo in digital banners is 65px by 25px.
The exclusion zone rule around the
logo applies. The exclusion zone is two thirds of the height of our brand symbol
Logo Vertical = 12MM
Logo Horizontal = 20MM Logo Symbol = 8MM
LIGHT VERSION
KFX
KFX
KFX
12MM
LOGO VERTICAL
KFX
20MM
LOGO HORIZONTAL
8MM
LOGO SYMBOL
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1.5 Incorrect logo usage
CORPORATE LOGO
The Knight Frank logo has a rich heritage and meaningful concept in terms of shape, colours and font.
Below are examples of how the Knight Frank logo should not be altered. Instances of changing the logo colour, cropping or stretching the logo, or altering the angle of the log, are not allowed The green can be used as a background fill colour but never for the logo.
KFX 1. Do not change the logo proportion.
KFX 2. Do not change the font of the logo.
KFX 4. Do not cut the logotype.
KFX
3. Do not change the logo’s colours.
KFX 5. Do not stretch or distort the logo.
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02 COLOR USAGE
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2.1 Colour Palette
Our logo consists of a four colour palette. There are two primary colours and two secondary colours available to be used
01. PRIMARY COLOURS We have two primary colours: Knight Frank red and KFX
DARK BLUE CMYK : C006 M100 Y076 K000 PANTONE : 199 C
green. These should be the most
HKS :100K
tion, whether it’s print, digital, inte-
WEB : #e11d41
prominent colours on any publica-
RGB : R225 G29 B65
riors or outdoor.
Consistent use of the Knight Frank red and green in combination
OCEAN Green
brand.
PANTONE : 7476 C
will strengthen recognition of our
CMYK : C092 M049 Y050 K047 HKS :100K RGB : R000 G070 B077 WEB : #00464d
02. SECONDARY COLOURS We have a set of 12 secondary colours to aid the creation of in-
LIGHT Yellow CMYK : C010 M020 Y030 K040 PANTONE : 137 C
fographics and maps. They are in-
HKS :100K
only when absolutely necessary.
WEB : #8d1e3f
tended to be used sparingly and
They can be used in corporate, business and product level commu-
RGB : R000 G000 B000
OLD Grapes
nications, aloneor in combination.
CMYK : C010 M020 Y030 K040
spot highlight colours within
HKS :100K
They can also be used sparingly as
PANTONE : 208 C
KFX interiors.
RGB : R138 G029 B065 WEB : #8d1e3f
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02 COLOR USAGE
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2.2 Colour Tints
Colour Tints are useful for accentuating backgrounds, or emphasising visual elements within an image.
75%
50%
25%
75%
50%
25%
75%
50%
25%
75%
50%
25%
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03
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3.1 Primary Typography
THE TYPOGRAPHY
Typography plays an important role in our visual identity. Maintaining consistency font usage helps to convey the Knight Frank brand personality in our materials
Suisse Int’l FONT We have selected a small family of fonts to convey the personal approach and deep expertise inherent to our service and our brand. In combination with our other visual identity elements, this family of fonts will help to ensure there is a high level of consistency in our communications.
Download Link
We use two weights
This type of line is paid
We use wo weights of
and you can access it through:
www.fontsinuse.com
Suisse.
Suisse Int’l Bold
Suisse Int’l Regular
ABCDEFGHIJKLN OPQRSTUVWYZ abcdefghijklm nopqrstuvwyz 0123456789 12
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3.2 Secondary Typography
THE TYPOGRAPHY
Our family of fonts enables us to be flexible when creating materials or a variety of communication formats
Montserrat Font In combination with our other visual identity elements, this family of fonts will help to ensure there is a high level of consistency in our communications. Our family of fonts also gives us flexibility to create the wide range of communications we require for specif ic audiences and purposes. There is two sans-serif fonts in the family, called Montserrat .
Download Link
We use three weights
This type of line is paid
Phasellus non ex id erat in-
and you can access it through:
terdum lacinia sed non erat. Montserrat Bold
www.fontdownload.com
Montserrat Regular
www.f reefont.net
Montserrat Light
ABCDEFGHIJKLN OPQRSTUVWYZ abcdefghijklm nopqrstuvwyz 0123456789 13
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03 THE TYPOGRAPHY
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3.3 Font Hierarchy
Font hierarchies are important when conveying different messaging within content and help us structure information
01. BODY TEXT
The Power of Brands
Font Size : 10pt
02. SUBTITLE TEXT Font Size : 18pt
03. TITLE TEXT Font Size : 24pt
04. TAGLINE TEXT Font Size : 36pt
05. HEADLINE TEXT Font Size : 72pt
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T h e Power of B ra n d s
T he Power of B ra nds
The Power of Brand
The Power of
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There are hundreds of fonts; the next few pages set out the limited number of fonts we wish to use as an organisation to ensure consistency.
There are two principal uses of typefaces:
· Design fonts– those that we use in marketing and advertising, where the words form part of the designed creative work, such as an advertisement, poster and direct mail piece
· System fonts– those that we use in our day-to-day lives for internal messages and are supplied as standard with MS Word and PowerPoint
HEADLINE TEXT
Headline Text
Lorem ipsum dolor si amet enim.
Tagline Text
Font Size : 72pt
Nunc gravida aliquam felis a effictetur consequat.
Font Size : 36pt Title Text Font Size : 24pt
Duis vulputate rhoncus lorem. Nunc gravida aliquam felis, at efficitur enim sodales quis. Aliquam consequat vestibulum augue in aliquet. Aliquam in fermentum urna. Quisque id odio dic-
tum, varius sem eget, sollicitudin nisi. Sed eleifend sapien dolor.Quisque id odio dictum, varius sem eget. Nunc gravida aliquam enim sodales quis.
Subtitle Text
Subtitle Text
Duis vulputate rhoncus lorem. Nunc gravida
Duis vulputate rhoncus lorem. Nunc gravida
Aliquam consequat vestibulum augue in ali-
Aliquam consequat vestibulum augue in ali-
aliquam felis, at efficitur enim sodales quis. quet. Aliquam in fermentum urna. Quisque
ds
id odio dictum, varius sem eget, sollicitudin nisi. Sed eleifend sapien dolor.Quisque id odio dictum, varius sem eget. Nunc gravida aliquam enim sodales quis.
Subtitle Text Font Size : 18pt
aliquam felis, at efficitur enim sodales quis. quet. Aliquam in fermentum urna. Quisque
id odio dictum, varius sem eget, sollicitudin nisi. Sed eleifend sapien dolor.Quisque id odio dictum, varius sem eget. Nunc gravida aliquam enim sodales quis.
Body Text Font Size : 10pt
Brands 15
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04 CORPORATE STATIONARY
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4.1 Company Letterhead
We want to look good everytime in our brand that’s include corporate stationary, so here’s our company letterhead.
PAPER SIZE :
v
11x29.7 inc / A4 paper size
A. Random Street 1028 Jakarta, Indonesia
LOGO SIZE : 15mmx12mm
03. USEAGE TERMS : This is our pre-printed letterhead. The same design is used by all our operations and must be overprinted in the same design layout using the KFX Word template for letters.
KFX
P. (123) 456 789 10 E. email@gmail.com
Dear, Mr Calvin Sheeran Managing Director Creative Rooms Group Duis vulputate rhoncus lorem. Nunc gravida aliquam felis, at efficitur enim sodales quis. Aliquam consequat vestibulum augue in aliquet. Aliquam in fermentum urna. Quisque id odio dictum, varius sem eget, sollicitudin nisi. Sed eleifend sapien dolor. Quisque id odio dictum, varius sem eget. Mauris maximus imperdiet blandit. Curabitur bibendum libero tortor, in bibendum quam venenatis sit amet. Mauris efficitur nulla in ex dignissim lobortis. Nulla sodales libero leo, vel tincidunt eros efficitur quis. Aliquam urna eros, imperdiet vel enim in, volutpat commodo nulla. Vivamus non ips vivamous non lol popl. Sicerenly. Joel Mark
04. FOLDER
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4.2 Other Prints
We want to look good everytime in our brand that’s include corporate stationary, so here’s our business card & envelope.
01. BUSINESS CARD PAPER SIZE : 5x4 inches
Matt Crocker Senior Designer
Adress. Random Street 1028 Jakarta, Indonesia Phone. (123) 456 789 10 109 876 243 88 Email. email@gmail.com
KFX
w w w.k
nightf
rank .c
om
02. ENVELOPE PAPER SIZE : 7x5 inches
KFX
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4.3 Presentations
We want to look good everytime in our brand that’s include corporate stationary, so here’s our presentations design.
SCREEN SIZE : 1024 x 768 px
LOGO SIZE : 15mmx12mm
03. USEAGE TERMS : Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Fusce non lacus
tortor. Sed in sodales nisi. Etiam nec ex sit amet lacus maximus dignissim. In
malesuada urna id bibendum hendrerit.
Sed tempus nisi elit, cursus venenatis odio lacinia quis. Curabitur porttitor, ipsum ac ullamcorper interdum, nisl ipsum laoreet sem, a lacinia orci arcu eget mi. In nec fringilla nisl. Quisque
non magna euismod, bibendum risus id.
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04. Logo on image :
05. Brand Illustration :
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06. Email News Letter :
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07. A5 Corporate Flyer :
08. BillBoard Inspiration : Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Fusce non lacus tortor. Sed in sodales nisi. Etiam nec ex sit amet lacus maximus dignissim. In malesua-
da urna id bibendum hendrerit. Sed tempus nisi elit, cursus venenatis odio lacinia quis. Curabitur porttitor, ipsum ac ullamcorper interdum, nisl ipsum laoreet
sem, a lacinia orci arcu eget mi. In nec fringilla nisl. Quisque non magna euismod, bibendum risus id.
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4.4 Logo Placement
We want to look good everytime in our brand that’s include corporate stationary, so here’s our logo placement.
MEDIA USAGE : - Flyer - Poster - Brochure - Newsletter
KFX
KFX
- Postcard
USEAGE TERMS : Lorem ipsum dolor sit amet, consec-
tetur adipiscing elit. Fusce non lacus
tortor. Sed in sodales nisi. Etiam nec ex sit amet lacus maximus dignissim. In
malesuada urna id bibendum hendrerit.
Sed tempus nisi elit, cursus venenatis odio lacinia quis. Curabitur porttitor, ipsum ac ullamcorper interdum, nisl ipsum laoreet sem, a lacinia orci arcu eget mi. In nec fringilla nisl. Quisque
non magna euismod, bibendum risus id.
KFX
KFX 21
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4.5 official Poster
There are two types of official posters, each of which has a certain size and its own use
07.1 POSTER :
KFX
320mm x 490mm Always use the approved artwork provided.
eXperience | eXchange | eXtraordinary | eXcellence
GIVING YOU A VOICE IN OUR FUTURE KFX will future-proof our business For our business to be even more successful, we know it’s important that our key strategic priorities are identif ied by the people who know our business the best – you
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07. POSTER : 320mm x 490mm Always use the approved artwork provided.
GIVING YOU A VOICE IN OUR FUTURE
KFX
For our business to be even more successful, we know it’simportant that our key strategic priorities are identif ied by the people who know our business the best – you
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05 CORPORATE IMAGE
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5.1 Images
Images are responsible to bring the value of our brands to customer. We have a standar images that can be apply.
01. COLORED IMAGES Duis vulputate rhoncus lorem. Nunc gravida aliquam felis, at efficitur enim sodales quis. Aliquam consequat vestibulum augue in aliquet. Aliquam in fermentum urna. Sed erat ante, maximus blandit metus non, sagittis interdum ipsum.
REQUIREMENTS :
KFX
- High Contrast Image - Sharp Image - Modern & Creative Look - Desaturate Colors
02. BLACK & WHITE IMAGES Duis vulputate rhoncus lorem. Nunc gravida aliquam felis, at efficitur enim sodales quis. Aliquam consequat vestibulum augue in aliquet. Aliquam in fermentum urna. Sed erat ante, maximus
IMAGE EXAMPLE FOR LIGHTY CORPORATE COLORED IMAGE.
KFX
blandit metus non, sagittis interdum ipsum.
REQUIREMENTS : - High Contrast Image - Sharp Image - Modern & Creative Look - Desaturate Colors
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IMAGE EXAMPLE FOR LIGHTY CORPORATE BLACK & WHITE IMAGE.
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5.2 Blending Modes
Blending modes & image effects can bring more value to what we offers, here’s the standard that what we use blending image.
Duis vulputate rhoncus lorem. Nunc gravida aliquam felis, at efficitur enim sodales quis. Aliquam consequat vestibulum augue in aliquet. Aliquam in fermentum urna. Quisque id odio dictum, varius sem eget, sollicitudin nisi. Sed eleifend sapien dolor. Quisque id odio dictum, varius sem eget. Nunc gravida aliquam felis, at efficitur enim sodales quis.
HOW TO :
KFX
CONNECTING PEOPLE & PROPERTY PERFECTLY
- Use black & white image - Use a placeholder with blue lighty corporate color. - adjust the layer style tp “multiply”
REQUIREMENTS : - High Contrast Image - Sharp Image - Modern & Creative Look - Desaturate Colors
IMAGE EXAMPLE FOR LIGHTY .
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KFX
EMAIL : www.knighfrank.com sales@knightfrank.com CONTACT : +62 1945 0082 110 +61 5555 1022 88 ADDRESS : Knigh Frank-Studio 12th Random Street, 1022 Londo, UK