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Graphic Standards and Guidelines Usage of Kikkerland Brandmark
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Table of Contents
3. Logo Construction 4. Position & Clear Space 5. Logo Usage, Full Color 6. Color Specifications 7. Secondary Usage, Black & White 8. Don’ts 9. Corporate Sponsorship Credits 10. Supplementary Typography 11. Logo Usage Examples - Print and Web Samples - Tradeshow Booth, POP Displays 15. Non-brand Sample 16. Product Signature 18. Product Signature Examples 20. Contacts
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Logo Construction
Our Logo The Kikkerland Design brand is expressed by our logo. It was originally designed by Pieter Woudt and still remains in its original form with minor modifications. It consists of two simple elements: 1. Red rectangle has two sharp corners at the top and two rounded corners at the bottom. 2. KIKKERLAND logotype with a registered trademark symbol in white, dropping out of the red rectangle. The white logotype is centered on the red rectangle vertically, top to bottm. The logo should never be altered. Electronic files of the logo are available; please contact Kikkerland Design Brand Management. Minimum Size The minimum allowable height of the logo in any print application is .25�/6.35 mm/18 px. on the short side.
.25�/6.35 mm./18 px. Minimum size.
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Position & Clear Space Primary usage, illustration
Position In most instances, the logo is positioned vertically against the right edge of the surface it is applied on. Notice that the name always reads from top to bottom. The logo to the top right of this page demonstrates primary usage. Our preferred usage of the logo is against the right edge of the surface. However, if there are space constraints and you must use the logo horizontally, you may do so. The logo to the center right of this page demonstrates secondary usage. There may be cases when the logo must be used on the left. In this case please use a separate logo file created just for that purpose, where the logotype is positioned to read from top to bottom while the red rectangle is oriented vertically towards left side. The logo to the bottom right of this page demonstrates this usage.
Secondary usage, illustration
Clear Space When applying the logo, leave sufficient clear space. If the narrow side of the red rectangle is (X) height, the minimum clear space all around the logo is (2X) on all three sides, other then the bleeding edge. In most applications Kikkerland logo bleeds from one edge only – please take care to provide enough red for the bleed to accommodate proper trim.
Secondary usage, illustration
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Logo Usage, Full Color
Primary Usage Whenever possible, the logo should be shown against a white background. The logo to the top right of this page demonstrates primary usage.
Secondary Usage Our preferred usage of the logo is on a white background. However, in applications when it is necessary to place the logo on a colored background, please, make every effort to insure that Kikkerland Red is unaltered from the original and the logotype prints white. Usage of logo on color backgrounds is demonstrated to the lower right of this page. It is very important to remember that the Kikkerland Red is reserved for the use on the logo only. Never use Kikkerland Red for any other purpose.
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Color Specifications PANTONE Coated Uncoated
C M 032 C 032 U
0
Y
K
99 100 0
R
G
255 0
B
HEX
0
FFOOOO
B
HEX
Kikkerland Red We use Kikkerland Red only for the logo. Included are options for printing on coated and uncoated papers, along with their CMYK breakdowns. For screen usage, such as web and PowerPoint presentations, RGB colors are noted. HEX values are suitable for use on the Web. Secondary Colors Background should primarily be white. The secondary colors provide flexibility in our brand expression, but should be used sparingly.
PANTONE Coated Uncoated
306 C 306 U
PANTONE Coated Uncoated
600 C 607 U
PANTONE
Text Color and Background When printing over the background colors the text should be contrasting and readable. It should always drop out to white from the dark background or print black over lighter colors. For type/background relationship, refer to this chart for examples.
Coated Uncoated
377 C 377 U
PANTONE Coated Uncoated
211 C 211 U
PANTONE Coated Uncoated
432 C 432 U
PANTONE Coated Uncoated
465 C 466 U
C M
Y
K
80 2
4
0
C M
Y
K
1
0
24
0
C M
Y
K
65 25 100 7
C M
Y
K
0
65
0
0
C M
Y
K
74 62
49
33
C M
Y
K
28 35
66
2
R
0 181 229
00B5E5
R
HEX
G
G
B
255 255 204
R
FFFFCC
G
B
HEX
103 143
0
678F00
B
HEX
R
G
249 125 184
F97DB8
R
G
B
HEX
65
75
86
414B56
R
G
B
HEX
185 156 107
B99C6b
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Logo Usage, Black & White
Example to the right shows usage of the logo in Black & White. This is the top choice if limited to laser printing, printing in a single color, or printing on newsprint. Avoid designing black & white packaging and communications materials with a dark gray or black background, as the black & white logo will not contrast sufficiently. The logo should not appear in grayscale or reverse on Kikkerland-designed materials.
Black & White Don’ts Do not print Kikkerland logo as grayscale; instead use all black version shown above. 1. Never reverse b/w logo 2. Never outline b/w logo 3. Never allow the logotype to appear anything other then white.
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Don’ts 1
Improper Use of Logo 1. Don’t use the logo with any other writing next to or around it. 2. Don’t change the size relationship between the red rectangle and the logotype. 3. Don’t stretch or condense the logo. 4. Don’t use the logo as grayscale. 5. Don’t use any red other then specified. 6. Don’t use monotone colors other then specified. 7. Don’t put the logo on colors that severely limit the contrast of the red rectangle. 8. Don’t allow the logotype to drop out to the background color, make sure it prints white. 9. Don’t change the logotype color. 10. Don’t create lockups or embellish the logo.
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DESIGN, INC.
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Exceptions for Corporate Sponsorship Credits When page layouts and color specifications are beyond your control, such as with Corporate Sponsorship credits, strict adherence to the guidelines might not be possible, and significant effort must be made to represent the logo as accurately as possible and to render the most contrast and readability. The following are suggestions for common situations: In situations where the logo must appear amongst others in the middle of the page, whenever possible it should appear vertically, with the edge flush to the margin, as demonstrated on the upper right. If the vertical space is limited, the next best option is to use the horizontal version of the logo with the top edge of the red rectangle flush top to the uppermost position, as demonstrated on the middle right. On a black background, the red logo might work, or this may be the only situation where a reverse B&W logo is allowable (black type on white background, no grayscale), as demonstrated on the lower right. In cases where the background of a sponsorship page is close to Kikkerland Red in color, please use your judgement to provide a version of the logo that renders the most contrast and readability. On a red background, for example, the Black & White logo may be desirable.
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Supplementary Typography
Univers 47 Light Condensed Univers 47 Light Condensed Oblique Univers 57 Condensed Univers 57 Condensed Oblique
Consistent use of a single typeface is a critical element of our brand expression. A unique and consistent typographic identity inspires immediate recognition and communicates professionalism and a unified face to our customers. The name of our typeface family is Univers. It was designed by Adrian Frutiger in 1957. The Univers font family is one of the greatest typographic achievements of the second half of the 20th century. The family has the advantage of having a variety of weights and styles, which, even when combined, give an impression of steadiness and homogeneity. The clear, objective forms of Univers make this a legible font suitable for almost any typographic need. These fonts should be used for all Kikkerland communications. They are available for both Windows and Mac platforms and can be purchased from Linotype Foundry. www.linotype.com If the Univers font family does not exist on your computer, please contact the Kikkerland Design Brand Management Team.
Univers 67 Bold Condensed Univers 67 Bold Condensed Oblique Univers 45 Light Univers 45 Light Oblique Univers 55 Roman Univers 55 Oblique Univers 65 Bold Univers 65 Bold Oblique Univers 75 Black Univers 75 Black Oblique Univers 53 Extended Univers 53 Extended Oblique Univers 63 Bold Extended Univers 63 Bold Extended Oblique Univers 73 Black Extended Univers 73 Black Extended Oblique Univers 93 Extra Black Extended Univers 93 Extra Black Extended
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Logo Usage Examples
The following pages show examples of the Kikkerland logo in various applications throughout different media. The examples were designed based on the guidelines provided on the previous pages and are meant as visual reference.
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Printed Samples John Sloan Company Name 1234 Main Avenue City, State, 12345
January 1, 2008
Dear Mr. Sloan, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nulla massa. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Etiam in justo at risus dignissim iaculis. Nam blandit pede et lorem. E Suspendisse tincidunt ligula eget turpis. Nunc ornare, lorem vitae fermentum semper, metus mi lobortis velit, viverra vulputate nisl risus eu augue. Etiam non felis ac urna rutrum condimentum. lkellner@kikkerland.com 212 678 2250 x 100 Etiam velit velit, volutpat in, tempor a, lobortis vitae, erat. Suspendisse et magna. Ut rutrum sapien. T 212 678 6296 Donec aliquet semper lorem. Vestibulum ornare lectus nec leo. Integer feugiat sapien ac pede. Maecenas enim libero, ultricies at, gravida a, sagittis ut, mi. Kikkerland Design, Inc. F 423-427 W. 127th Street, #3 Laura Kellner
New York, NY 10027 Cras auctor, tortor at iaculis gravida, leo magna tincidunt ante, a pellentesque dolor ipsum et www.kikkerland.com
lectus. Nulla eu velit. Aenean ut erat ac pede imperdiet venenatis. Suspendisse eleifend, est non adipiscing mattis, nisl lectus venenatis ligula, sed aliquam tellus ligula at enim. Donec dolor velit, mattis vel, faucibus et, condimentum vitae, lacus. Sed dolor orci, dapibus vitae, dignissim ut, porttitor vel, nisl. Suspendisse neque. Ut eu justo. Nam turpis pede, imperdiet non, convallis eget, lacinia eu, tellus. Etiam at massa. Nullam iaculis sapien quis nisi. Fusce id nulla sit amet dolor fringilla volutpat. Aenean non metus. Fusce condimentum volutpat quam. Praesent ullamcorper, est ut aliquet rhoncus, ipsum dui consectetuer sapien, sed blandit tellus neque sit amet ligula. Nulla feugiat. Nunc venenatis. Sed ante magna, hendrerit a, bibendum ac, pellentesque eget, turpis. Suspendisse potenti. Nam mauris elit, ultricies ac, nonummy nec, vestibulum ut, mi. Duis ligula sapien, commodo ac, porta id, fermentum in, tortor. Proin ac nisl at augue fermentum consequat. Vestibulum posuere. Sed nec pede sit amet nulla convallis consectetuer. Donec commodo euismod lectus. Sed urna mi, scelerisque ut, tristique et, facilisis in, lorem. Curabitur et arcu. Donec sed dui. Duis pretium mi vel tellus. Phasellus arcu. Donec porttitor, ante ac gravida consectetuer, leo quam venenatis sapien, nec aliquam neque ligula at eros.
Kikkerland Design, Inc. www.kikkerland.com
423-427 W. 127th Street, #3, New York, NY 10027
212 678 2250 : tel 212 678 6296 : fax
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Print and Web Samples
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Tradeshow Booth and POP Samples
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Non-brand Sample
Non-branded identification There may be cases when the company needs to identify itself, however, not necessarily its brand, for example: a building sign, commemorative plaque, or a not-for-profit endorsement. In this case it’s recommended to use the Kikkerland logotype in Kikkerland Red color.
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Product Signature
Kikkerland Logotype, as product signature A product signature is the application of the Kikkerland Design brand to the product itself. It should be a component of every Kikkerland Design product, as to indicate its origins and support the brand without the package. It can appear on the face of the product when appropriate to the design, otherwise on the back or bottom of the product. As a product signature, the brand is expressed by our logotype without the red “tab” background. Specific guidelines are in this section. The logotype consists of the following elements: 1. KIKKERLAND signature 2. A registered trademark symbol The logotype should never be altered. Electronic files of the logotype are available; please contact Kikkerland Design Brand Management. 0.08”/2mm. Minimum size, CAP. HT.
Minimum Size The minimum allowable height of the logotype in any product application is 0.08”/2 mm. CAP. HT. on the short side. Clear Space When applying the logotype, leave sufficient clear space. The minimum clear space all around the logotype is (X) one full height of a capital letter.
x
x
x
x
x
x
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Colors When the logotype is printed on product it should appear black or white, depending on the background. When printing over the background colors the logotype should be contrasting and readable. It should always be white on the dark background or print black over lighter colors. For type/background relationship, refer to this chart for examples. Molded Logotype When the logotype is molded into the material of the product it should be raised so that the edges provide enough contrast and readability. Please, make sure that the rased logotype is sharp and has no elaborate bevels. For example: the minimum size logotype, 0.08�/2mm. CAP. HT. should be raised at least 0.02�/0.5mm. from the surface. Logotype & Supplementary Typography If the logotype appears next to additional information, please make sure to respect the clear space and use Univers, the supplementary font family, to insure consistency of typographic identity.
USB BATTERY CHARGER INPUT: DC 5V == 500 mA OUTPUT: DC 2.4V == 350 mA For NiMH 1500mAh battery only Please read instructions before use. Made in China
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Product Signature Examples
Examples on this pages illustrate use of the Kikkerland logotype in printed applications, and it appears in either black or white, depending on its background and appropriateness of application. Please note that one of the similar examples shows the clear space grid as positioning guide.
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Examples on this pages illustrate use of the Kikkerland logotype in molded application, and it appears in the color of the product material. Please note that one of the similar examples shows the clear space grid as positioning guide.
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Contacts
Intellectual Property
Kikkerland Design, Inc. 423-427 West 127th Street New York, NY 10027 +1 212-678-2250 info@kikkerland.com
Kikkerland Design, Inc. is the owner of all copyright and other intellectual property rights in the contents of this booklet (including text and images). Users may only use such contents for authorized purposes only and must not in any way or by any means store, reproduce, or modify such contents without Kikkerland’s express consent.
For questions and further information regarding Kikkerland logo, its usage, and to obtain electronic files, please contact our Brand Manager: Laura Kellner +1 800 869 1105 x100 Lkellner@kikkerland.com
This booklet was written and designed by: Red Square Design +1 212 620 0363: telephone www.redsquaredesign.com
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2008 Š Kikkerland Design, Inc.