Whats Inside Introduction
4
What we do
5
Why we do it
6–7
Shop Layout
8–9
Shop Profile
Identity 10–15
Logo
16– 21
Color
22–25
Type
Application 28–29
Business Card
30–31
Letterhead
32–33
Envelope
36–37
Brochure
38– 41
Packaging
42– 45
Website
Process 48–49
Naming
50–53
Thumbnails
54–57
Iterations
&
what we do
Kilowatts is a specialty store designed for people with unconventional indoor lighting needs. To those looking for a more unique approach to lighting whether it is home, office or elsewhere this shop specializes in artistic, vintage and atypical lighting fixtures.
6  Kilowatts Brand
&
Why we do it Uniqueness is key to making a noteworthy shopping experience for our customers and our special selection of products available will do just that. Available are a variety of Pendants, lamps, and Chandeliers. Also replacement bulbs, hooks, chains and cords are available for specific hanging needs. People looking to have maintenance or repairs done on their previously purchased Kilowatts fixtures can feel free to call or stop by at any time with questions or maintenance concerns. Helping customers find the perfect lighting solutions for every room of their home or office is what Kilowatts aims to do. Customer satisfaction is attained through employees knowledgeable on different products and lighting standards for every room providing exceptional service from beginning to end of the lighting experience.
Kilowatts Brand  7
Floor to ceiling Drawers
Floor to ceiling Shelves
Counter Space
Hanging Displays
Mountable Wall Space
Shop profile&Layout
Interior aesthetic
Description | Upon entering Kilowatts, the customer sees a gallery lineup of light fixtures along the entire left and right walls. The original wooden floorboards creak with each step further into the shop. Occupying the center of the shop are three, four-foot wide, floor to ceiling dividers displaying wall mount light fixtures. A cashier stands at the furthest end of the shop behind a counter that spans the width of the space. Behind the countertop, floor to ceiling shelves display the stocked variety of light bulbs as well as four foot wide spools of chains, cords and cord coverings. Beside the shelves are also card catalog style floor to ceiling drawers containing hooks and hardware for mounting light fixtures.
10  Kilowatts Brand
Interior displays
Gallery | The interior space will be lined front wall to back counter with hanging light fixtures. Behind each fixture hangs a vintage frame, giving the shop an art gallery feel. Kilowatts Brand  11
Identity mark
Identity Mark Primary uses | Stationery System Web Site Packaging Applications
Primary
Logo
Signature
Secondary
14  Kilowatts Brand
Clear Space
Functions | Must have a minimum of .25 in Clear space around mark at all times.
.25
.125
.25
.25
.25
Kilowatts Brand  15
Minimum Size
1.5 inches
16  Kilowatts Brand
Unacceptable Uses | Skewed Reversed Together
Kilowatts Brand  17
Color
Specifications
Color
Acceptable uses | Black Gray Scale One color Two color One color reverse
One color reverse may only be used on the primary mark.
20  Kilowatts Brand
Unacceptable Color
| Stroke Outline Unauthorized Hues Reversed secondary mark
Kilowatts Brand  21
Color
Primary
Secondary
22  Kilowatts Brand
Primary 74, 50, 66 63, 76, 50, 46 Pantone 5185 U
130, 120, 111 49, 46, 52, 12 Pantone Warm Gray 9U
54, 53, 52 68, 63, 63, 57 Pantone Black 7U
Secondary 242, 214, 83 06, 11, 80, 00 Pantone 128 U
113, 200, 51 20, 13, 96, 00 Pantone 611 U
109, 111, 100 02, 02, 11, 65 PANTONE 417 U
Kilowatts Brand  23
Inspiration
Type
Specs
26  Kilowatts Brand
Typefaces
Primary: Trade Gothic LH Extended Bold Uses: Logotype Medium Uses: secondary headlines Light Uses: descriptions and captions
Secondary: Goudy Old Style Regular Uses: body copy and headlines
Kilowatts Brand 27
Media Applications
Business Card Description
30  Kilowatts Brand
| Kilowatts business cards are set up with the business information on the front side and the primary mark on the other. Accompanying the mark is and enlargement of the coil element within the logo. This element is carried throughout different parts of the system.
Kilowatts Brand  31
Letterhead
Description | Kilowatts primary mark is located on the front of the letterhead, the abstract coil element is carried through to the back representing the lightbulb filiment.
32  Kilowatts Brand
Kilowatts Brand  33
34  Kilowatts Brand
Envelope
Description | The envelope again features the abstract coiled filament but on the inside of the envelope to prevent see-through.
Kilowatts Brand  35
Product Brochure
38  Kilowatts Brand
Designer Highlights
Brochure | Highlighted work of lightfixture designers featured at Kilowatts
Package Development
Package Variation
Description | Different types of bulbs will feature a corresponding bulb silhouette with the kilowatts filament element worked into it.
42  Kilowatts Brand
Kilowatts Brand  43
Website
Planning
sitemap
Organization | Main categories: Ambient, Task and Accent lighting each containing three subcategories of lighting. Maintenance, Designer Highlights, and an information section make up the third level of navigation.
Search
Index
Chandelier
Track
Recessed
Pendant
Pendant
Cabinet
Flushmount
Floorlight
Wallmount
Upkeep/ Repair
46  Kilowatts Brand
Design Highlights
Contact/ Hours
Prototypes 
Visuals | Simplicity and consistency make finding the perfect lighting
search
Ambient
Task
Accent
Chandelier Pendant Flushmount
Maintenance & repair
|
designer highlights
|
contact us
search
Ambient
Pendant Lighting
Task
Accent
eddison pendant designer | theo Ward Add item to cart
Maintenance & repair
|
designer highlights
|
contact us
Kilowatts Brand  47
Ideas
& Process
50  Kilowatts Brand
Name
Options
Bulb The Wattage Shop Luminocity The Lamp Stand Kilowatts Bulb The Wattage Shop Luminocity The Lamp Stand Kilowatts Ampére Edisons Illume Forty-watts The Socket The Opal Room 1879
Ampére Edisons Illume Forty-watts The Socket The Opal Room 1879
Kilowatts Brand 51
Thumb -Nails
54  Kilowatts Brand
Kilowatts Brand  55
Kilowatts
Iteration Sketches
s
K
wa ilo tt
Kilowatts
t i n g C omp a
Li
gh
Kilowatts
ny
Kilowatts
Kilowatts
Kilowatts Lighting C ompany
atts
Lighting C ompany
Kilowatts 58  Kilowatts Brand
Kilo
Kilo
wa
t ts
Kilowatts
kW Co.
Kilowatts Kilowatts
Kilowatts L igh t i ng C om pa n y
Kilowatts
Kilowatts
Kilowatts Kilowatts
Kilowatts
Kilowatts
Kilowatts L i g h t i n g C o m pa n y
Kilowatts
Kilowatts Brand  59