BRAND STYLE GUIDE 2017
CONTENT PAGE
KUMON BRAND STYLE GUIDE 2017
WHAT WE DO ............................................1 LOGO ....................................................... 11 TONE OF VOICE .....................................22 APPLICATIONS........................................ 28
WHAT WE DO WHAT WE DO WHAT WE DO WHAT WE DO
WHAT WHAT WHAT WHAT
Kumon
2017
WE WE WE WE
DO DO DO DO
What We Do
History
KUMON BRAND STYLE GUIDE 2017
Started in 1954 by Toru Kumon, who’s a high school maths teacher, who taught his own son numerouss calculation problem. Subseuently, he opened a Maths Centre in 1955 using Kumon worksheets. The centre quickly drew a lot of attention, with enormous enrolments. The Kumon brand expanded around Japan in 1980, before gaining prominence in other regions in 1990. As of 2006, worldwide enrollment exceeded 4 million students. As of 2017, Kumon celebrated their 59th anniverary.
WHAT WE DO
Mission & Vision Kumon’s mission has always been the same Making a Contribution to the Global Community through Individualised Education. Kumon instructors believe in potential in each student, also maximising each individual’s abilities to have a “just-right” level of study.
KUMON BRAND STYLE GUIDE 2017
Kumon also developed a lon-term vision, for people around the world to learn the Kumon Method, and enthusiastically making efforts to realize their own goals and dreams.
EVERY CHILD IS A GIFTED CHILD
~ Toru Kumon, founder
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Introduction
At Kumon we are dedicated to fully pursuing the potential of each individual student. Kumon Instructors provide just enough guidance for their students to be able to do the exercises on their own.
KUMON BRAND STYLE GUIDE 2017
As a result, our students learn that they can do anything if they try, build self-esteem, and develop the ability to take on new challenges for themselves.
Services
Kumon is a centre for children of all ages. However, unlike a tuition centre, Kumon allows children to study at their own pace, a belief that proved to be useful and sustainable.
young age, to gain beyond grades knowledge.
We implement the importance on self-studying and to develop and good study habit on our students.
KUMON BRAND STYLE GUIDE 2017
Our major programmes for children includes Mathematics, English, Chinese and Pencil Skills. More importantly, we also impart the Kumon Method into each and every of our students. Starting from a very 5
Promises
At Kumon, one of our main promises is to help children develop the interest to study and learn, not just academically, but also things regarding their everyday lives and out of classrooms.
KUMON BRAND STYLE GUIDE 2017
Kumon also promises to keep in close contact with parents to help nurture and guide students, who each have different ways of studying, to individuals who will one day make themselves proud. Taking after founder Toru Kumon’s words, Kumon pledge to teach children to study at their own pace, and to make students learn within themselves. Even until today,
Kumon upholds the morales that all children are equal.
Where We Stand As Kumon would like to believe that we’re the best, we do acknowldge that there are others out there who might be better than us in other areas. However, we also strive to progress everyday, and ensure the best for our students and staffs. In this huge market, it is impossible to be the best,
hence, we also pledge to improve with our students. As the old saying old “it is never too late to study�. Thus, we agree that we might not always be the best, but, we are forever expanding in terms of knowledge and centers, for knowledge is the key to the future.
Target Audiences
Who Are They Kumon plans on targeting children aged starting from 3, which is the safest age parents could allow theirr children to wander off freely without worries on their mind. It is also the age to learn about indepenance and self-studying. After that, most children could continue their studies even after high school, due to their need in assistance, which teachers would gladly help. We also help parents in dealing with children who refuse to study.
Who Are We With many children and parents to attend to, Kumon is the best place for everyone to take a breather, as we strongly believe in indepandent studying. With that said, parents are free to pick up their child after their work, while the child continue staying in the centre to focus on their work. With strong rapport amongst teachers and parents, each child is unique and shaped in a different way. We also tend to parents who have worries about their children’s work or progress, and paying very close attention to how their child work. The future of your child is surely safe in our hands.
Unique Selling Point Along with the Kumon worksheets, we also provide elemantary books for students, each brightly colored to attract attention, as well as very carefully labelled guidance. With each book, students can see how fast they progress, and with that, determine which level is suitable for them, before moving on to the next book.
With a long history that dates back to 1954, parents can trust that their students have been taught the most reliable, faithful and progressing methods, which proves not futile until today.
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Providing with the most advanced techonology, and past materials, you can be sure that Kumon’s time will be continously growing with more children enrolment annually.
LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO
Kumon
LOGO
2017
LOGO
LOGO Icon
KUMON BRAND STYLE GUIDE 2017
The Kumon logo encompases of a star replacing the ‘O’. The star has very strictly 5 points, to remind children about the 5 steps to learn independance studying Kumon talks so much about - disgnostic test, go to Kumon Centre on a daily basis, instructors, worksheets and doing homework. The star also seems to be moving at an anti-clockwise direction. It is to represent a timeless effort one can put in to learning. Overall, the icon means the 5 steps repeating itself time after time for a long period, until today.
Wordmark Font used HanZi Pen SZ Additions Thicker outlnes, giving depth and contrast to the icon
86mm
0.5mm 1mm
15mm
20mm
20mm
1mm
0.5mm
KUMON BRAND STYLE GUIDE 2017
83mm
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Exclusion Zone
5mm x 5mm Exclude 4mm
Exclude 4mm
Exclude 8 times on the left
KUMON BRAND STYLE GUIDE 2017
Exclude 2 times on both top and bottom
Exclude 4 times on the right
Placements Strictly use the logo on covers such as textbooks, magazine, cover, pencils etc. Use it on the first and topmost introduction of any object related to Kumon. Include on items used by students, not parents (tote bag, carriers etc)
KUMON BRAND STYLE GUIDE 2017
Use the icon only after the logo has been introduced, such as flyers or websites. Icon can only be used in Kumon’s areas and can either be used near bottom of pages or middle, DO NOT place icon at the top.
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Color black #000000
white #ffffff
black #000000
sky blue #7fcdf2
sky blue #7fcdf2
white #ffffff
sky blue #7fcdf2
black #000000
KUMON BRAND STYLE GUIDE 2017
white #ffffff
sky blue #7fcdf2
Retaining the original sky blue color #7fcdf2, we worked around the possible placement of the logo againt whichever font and background.
Primary Colors Primary colors are used to easily define Kumon, and all its related products or services. The following are the prominent ones used by Kumon throughout the years.
#000000 #ffffff
KUMON BRAND STYLE GUIDE 2017
#7cdff2
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Secondary Colors Secondary colors are colors that are used by Kumon, and for Kumon. It does not have to be part of the brand identity, rather, it is colors that can be used anywhere.
KUMON BRAND STYLE GUIDE 2017
Secondary colors can be used on different variant icons, rather than logo.
Typeface Thick
Thick Thin
Thin Thick
Thick
Thick
Thin
Thick
Thick
The main font used for the letter “K, U, M and N� are the chinese HanZi Pen SZ.
KUMON BRAND STYLE GUIDE 2017
Reason being, the font stood out to be unique, appealing for kids and at the same time, easy to read. To make it different, and not easily be found on the web, we added different thickness to give it contrast, as well as to give it depth. This font shall not be used anywhere else other than the logo.
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Size For normal written fonts, espacially in books, websites and even in this style guide, ensure that readable fonts are used - such as this Helvetica, sized at 18 points. For headers, like the above italic ‘Size’, use a clearer 32 points font, and ensure all headers are either bold or italic.
KUMON BRAND STYLE GUIDE 2017
Dividers, which will appear on top of the page before the headers have to be slightly smaller than the header itself.
Dividers
Helvetica, bold, size 31
Headers
Helvetica, bold, italic, size 32
Body copy
Helvetica, regular, size 18
Use when explaining the logo itself or content
Use on introductory information
T
Placement of Logo
Placement of Kumon’s logo are very important, as you do not want to confuse readers, or mislead them into thinking which organization you are. More importantly, do not introduce Kumon too early or too late.
Do not place logo below this line, as readers might be drawn away by information, before realizing it is by Kumon
TONE OF VOICE
Use on the cover of representative items
TONE OF VOICE TONE OF OF VOICE VOICE TONE
Kumon
2017
TONE OF VOICE
TONE OF VOICE
TONE OF VOICE
E
Speaking Tone Always start off the pages with a friendly greeting, such as this guide book. After which, ensure that you sound firm, and not too demanding. Do not expect people to always follow your guidelines. At the same time, sound very professional, not forceful. When interacting with customers, be polite and reasonate with them regardless of the issue. When speaking about Kumon, NEVER address the company as a pronoun. Throughout this guide, we referred to Kumon as simply Kumon.
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Allowed Languages Regardless of whatever medium is used (website, flyers, books etc), always make sure to uuse the first language of the country. For instance, in Malaysia, Kumon languages will be mostly Melayu, with secondary translation for English and Mandarin Chinese.
KUMON BRAND STYLE GUIDE 2017
However, do note that the language used for the logo and wordmark will ALWAYS be in English, regardless of where it is.
Allowed languages for every medium, and translations are: English Mandarin Chinese （华文） Español Malay (Bahasa Melayu) Hindi (हिंदी) Portugese (língua portuguêsa)
What Are Not Allowed Never call customers with words like “Hey”, “Bro” etc, instead always address them as Mr or Ma’am. Do not use short form both vocally or visually, instead use the full word(s). Refrain from using a demeaning or threatening tone. Do not call use informal tones when speaking or writing. Never dissassociate things that are related to Kumon without the
Tone of Voice
brand identity. Speak with a firm and yet professional tone, and never too persuasive or fragile. Do not lie, espacially about Kumon’s programmes, rules, partnership, sessions and teachers. Do not allow customers to leave without gaining knowledge about Kumon’s identity. Lastly, do not overestimate what Kumon is capable of, regardless of which area.
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Headspace for Dividers Headspace for Headers
Copy For body copies such as this, always make sure there is sufficient space between the body copy as well as the heading. If dividers are available, ensure the clever use of them, and leave space between all three.
KUMON BRAND STYLE GUIDE 2017
As Kumon is a serious, company, please refrain from using comedic phrases or comments. If needed, make sure those phrases are in the introductory phase, to get readers comfortable.
Body spacing with header of 1mm
black #000000
Black color is used for all copy, unless against a blue background
Copies must always follow the guideline set by the Kumon Style Guide text box
Taboos Unless with valid reason, never exceed the guideline set by the Kumon Style Guide textbox, even for images. Never stray too far away from the sky blue #7fcdf2, espacially for the logo. The blue must be used for the easy identification for Kumon, and all its related products. Another taboo is to use dark colors other than black when it comes to presentation, espacially to children. Do not use images that are not licensed or with permission, if not,
illustrate them digitally, or take another photo by the designer themselves. Never exceed the standard kerning, and guide for basic busic columns. Do not use tough English idioms or phrases, which have to be checked back on with the editor in chief. Try not to have different end lines for each body copy. Have a consistent and fluent flow. Bodies must remain the same for font, type, size throughtout the entire book.
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APPLICATIONS
APPLICATIONS SNOITACILPPA APPLICATIONS SNOITACILPPA APPLICATIONS SNOITACILPPA
APPLI Kumon
2017
APPLIC ATION S
LICATIONS
KUMON BRAND STYLE GUIDE 2017
Stationery
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KUMON BRAND STYLE GUIDE 2017
Uniforms
KUMON BRAND STYLE GUIDE 2017
Uniform used for center use only For staffs only
Uniform used for out of center use, purchasable for students 31
KUMON BRAND STYLE GUIDE 2017
Books
www.kumon.com
