ID D GU N A R B
ELINE
S
1.0 PR I M A RY E L E M E N TS
T H E KAZ O B R AND I S
YO UNG
� JAPAN -IN SPIRE D
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ASTE THE M
1.1
The KAZO Brand
M O DER N
O R LOG
�
FUN
x
x
Clearance Space & Minimum Size
x
x
Clearance Space is the minimum area of space around the logo that must always be remained clear of any graphic elements or text. It is deďŹ ned to ensure that our logo always communicates clearly and withmaximum impact. x
Minimum size of the logo ensures maximum clarity among all its brand elements. The logo should not
CL EAR ANCE SPACE
be reduced to anything more than its 20mm minimum size. 20 MM
MINIMUM SIZE
1.2
Clearance Space & Minimum Size
Colour Palette The Colour Palette in this manual follows accordingly to the international Pantone Matching System (PMS), with the other equivalents illustrated beneath it. Process colours (CMYK) may not present an accurate colour expression, hence the usage of PMS inks for reproduction work whenever possible. KAZO Yellow is our primary colour, and should be used effectively as a vibrant background. KAZO Brown is our secondary colour, and should be used for text or any other application that supports the yellow background.
1.3
Colour Palette
YE LLOW
B ROWN
PA NTONE 108C
PA NTO NE 49 75 C
C0 M10 Y100 K0
C 5 0 M 75 Y70 K70
R 255 G220 B 0
R 6 5 G3 0 B 3 0
# FFD B00
#41 2020
Logo Misuse
DO NOT distort or redraw our logo
DO NOT change the white icons in our logo
DO NOT use the logo without its yellow background
DO NOT alter the colours of the logo
DO NOT remove the English/ Chinese text of the logo
DO NOT alter the proportions of the logo
It is essential that the logo is always implemented correctly and consistently. The incorrect examples shown are not intended as a deďŹ nitive list. Always use sensible discretion and adhere to the corporate brand guidelines when applying the logo.
1.4
Logo Misuse
Grayscale Logo The Grayscale Logo maintains all elements of the master logo, but converted to grayscale. This version shall only be used when colour printing isn’t available. The positive logo shall only be used on a solid white/ extremely light-coloured background. The negative logo shall be used on all other
GRAYS CALE LOGO ON S OLID WH IT E BACKGROUND
G R AY SCAL E L OG O ON SOL ID BL ACK BACKG R OUND
background colours. To maximise brand clarity, the logo should be used on a solid white/ solid black background as often as possible.
C 0 M 0 Y0 K10
C0 M 0 Y0 K0
C 0 M 0 Y0 K90
C0 M 0 Y0 K1 00
C 0 M 0 Y0 K0
1.5
Grayscale Logo
2.0 SECO N DARY E LE M E N TS
Brand Typeface: Montserrat is the corporate typeface for Kazo, and should be used in all forms of communications to project a consistent visual identity. This font has been chosen for: (i) Its rounded and geometric letters that
Montserrat
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG the quick brown fox jumps over the lazy dog
balance between modernness and amicability, adhering to Kazo’s brand character. (ii) Its versatility. Montserrat comes in 9 different weights, with additional italic versions, suitable from heading to body copy. (iii) Montserrat is a typeface under Google Fonts, making it available for web and mobile communications as well, in addition to print.
2.1
Brand Typeface
Thin Thin Italic
ExtraLight ExtraLight Italic
Light Light Italic
Regular Italic
Medium Medium Italic
SemiBold Semibold Italic
Bold Bold Italic
ExtraBold ExtraBold Italic
Black Black Italic
Chinese Typeface: MWindyHKS Bold is the corporate Chinese and Japanese typeface for KAZO, although the use of Japanese text is highly decorative and not for actual communication. It is also the typeface used in the KAZO logo. MWindyHK Bold is its alternative, to be used for traditional Chinese characters. This typeface is strictly for decorative purposes only, and should not be used in body copy.
蘋方-港 is the corporate typeface for all body text. It comes in 3 different weights.
2.2
Chinese Typeface
卡滋屋
可愛的泡芙
だいすき ！ 还不赖，还不赖，还不赖。
E XA MPLE S:
Logo Versatility The KAZO logo is incredibly versatile. Although it’s ‘KAZO’ wordmark remains constant, its yellow background is extremely malleable. It can change
LOGO APPLIED ON AN
ASSORTED LOGO SHAPES
OBLONG STRUCTURE
FOR A FUN LOOK
WORDMARK SLIGHTLY
YELLOW BACKGROUND
BLEEDING OUT
AS A SUPERGRAPHIC
its shape according to its brand application. It can be adhered to a corner of a paper, warped to fit an oblong packaging, etc. However, the logo will still retain a primary yellow background, as shown below, for all standard applications.
P RI MARY YE L L OW B AC KG R O U N D
2.3
Logo Versatility
Logo Versatility:
Misuse
DO NOT include curves
DO NOT use standard shapes
DO NOT include concave points
DO NOT blow the wordmark out of proportion, or let it stray too far from its background
DO NOT use any more or less than 5-7 vertices
DO NOT use anything other than the primary yellow background for standard applications (eg. sposored posts)
The KAZO logo is incredibly versatile. However, it is essential that the logo is always implemented correctly and consistently. The incorrect examples shown are not intended as a deďŹ nitive list. Always use sensible discretion and adhere to the corporate brand guidelines when moulding the logo
2.4
Logo Versatility: Misuse
Secondary
Graphic
The Secondary Graphic compliments the master logo to enhance and complete a branding. KAZO’s secondary graphic is a mosaic of modernised Japanese patterns and yellow tones, sliced accurately to match the angles of the master logo, resulting in a grand and seamless pattern.
2.5
Secondary Graphic
Secondary Graphic:
Elements
The Secondary Graphic’s Elements consist of each pattern used in the mosaic. Careful discernment should be exercised when placing these graphics to
QINGHA I WAV E (T HICK )
achieve a balance between patterns and solid
Q IN G HAI WAV E (T HIN )
colours, for a harmonious visual identity. There are 5 patterns inside the mosaic. The solid colours are achieved by overprinting KAZO Yellow and KAZO Brown. The overprinting scope consists of: (i) 10% to 100% solid KAZO Yellow
CUBES
PA I N T B R U S H
FLORAL BURST
(ii) 100% KAZO Yellow mixed with 1% to 25% KAZO brown Note that despite this being a Pantone overprint effect, 4C Process Colour shall be used during production, to prevent a flat outcome or unexpected mixing problems.
2.6
Secondary Graphic: Elements
1 0 % TO 1 0 0 % KA Z O Y E L L OW (SPECTRUM)
1 0 0 % K AZ O YE L L OW W IT H 1 % TO 2 5 % K AZ O BROW N (S PE CT RUM )
Photography Style
E XA MPLE S:
KAZO’s Photography Style is a reflection of the fun and youthfulness in both its target audience and brand values. Imagery should not be too old-fashioned, rigid, overly-posed, cliché, or badly-edited. Although all
G E S T U R E S A D D A H U M A N TO U C H
T H E E Y E I S F I R S T D R AW N TO T H E B R A N D I N G , A N D T H E N O U T WA R D S
D E P T H O F F I E L D C R E AT E S F OC U S
T I G H T C R O P S E VO K E CURIOSITY AND INTEREST
photos should be professionally taken, they should appear expressive and casual, just like the perfect Instagram-able shot. Is it fun? Does it capture a light-hearted mood? What is the focal point? Cream? Crust? Branding? Would a youth want to share it on their social media feed? If you can’t imagine today’s youth taking and sharing a paticular photo on their social media, chances are, that photo won’t make the cut. KAZO’s photographic system goes with its brand, which highly pivots around its young target audience demographic.
2.7
Photography Style
Photography Style:
Misuse
Image is too saturated and noisy. Bad cutting and flow of cream.
Background has no connection to the photo
Image is overly-posed
Hand is unprofessional (shouldn’t have nail polish and ring)
Image is overly-filtered/ overly-edited
Bad editing
KAZO’s photography may seem easy, but it requires a lot of creative visualisation and thought. The incorrect examples shown are not intended as a definitive list. Always use sensible discretion, adhere to KAZO’s brand values, and empathise with its youthful target audience when crafting a shot. It’d be destructive to KAZO’s brand image and customer rapport should a haphazard, boring, or badly-edited photo be put out.
2.8
Photography Style: Misuse
3.0 B RA N D A P P L I CATI ON S
3.1
Name Card
3.2
Main Box
3.3
Main Box with Bag
3.4
Logo Sticker
3.5
Kazoman
3.6
Shan Lin Xi Oolong Tea
3.7
Media Exclusive Voucher
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