BRAND GUIDELINES CORPORATE IDENTITY 2018
KPSG
Contents Introduction Our Brand: KPSG Brand Values
1.0
Logo Elementsand Usage Minimum Clearance Logo Backgrounds Uncacceptble Logo Logo Placement For Partnership
2.0 Typogragphy Type Weights Typestyles
3.0 Visual Language Colour Palatte Grid and Graphic Element Photography
4.0 Visual Representation Corporate Stationery
Introduction
What is KPSG
In today’s highly competitive and overly marketed world, we are constantly competing for attention.Because of this barrage of messaging in the marketplace and the complexity of our business, it is critical to our success that we speak with one united voice. KPSG Brand Identity Guidelines are a comprehensive tool for anyone designing, printing, or producing communication materials. With your assistance, we can ensure that all communication from our company is integrated and consistent - making each individual component, as well as our marketing efforts as a whole, stronger and more effective.
KPSG was established in 1990 as the ďŹ rst and leading outsourcing provider in Indonesia, started its business in the area of Human Resource Services, manual Payroll Process Services and traditional Contact Center Services.
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The KPSG Family
Mission & Vision Statement
KPSG houses amazingly talented and diverse people from different backgrounds. We work together not just as a team but as a family, because we are all in sync with the values and principles that we believe in.
To deliver high return to its stakeholders by providing world class services
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To be the leading Business Process Services company in the region
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Brand Essence This is the emotion we want KPSG to feel when they experience . Our brand essence represents our heart, our soul and our spirit.
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Empowering Confidence in Growth
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Brand Promise
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“We empower customer’s confidence in growth by delivering a trustworthy solution and professional services with a personal touch.”
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KPSG Brand Values
Trustworthy
in its dealings and solutions
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Professional
Personal
in its delivery
in its approach
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1.0 THE LOGO
The Logo
Primary Signature
Our logo is the most visible representation of our company - and our brand. From our website, marketing materials, to publications and other business activities, our new logo serves as a bold reminder of what KPSG stands for and the values we share. KPSG logo is based on Helvetica Linotype STD (Black)
Web Application R 0 G 45 B 106 Hex: #002d6a
Print Application C 100 M 78 Y 0 K 44
PANTONE 2768 U
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Minimum Clearance
Logo clear space
KPSG logo should always be positioned to ensure maximum visibility and to function optimally in any given application. It is most easily recognized when it stands out from other elements around it, which requires plenty of breathing room. For typical print applications such as ads or stationery, the minimum clear space required on all sides of the logo is equal to the width of the “P� letter. should never any smaller than 30 pixels in digital form and 20mm for printed form.
Logo minimum size
30pixels in digital
20mm in printed
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Logo Backgrounds
The primary colour of KPSG logo is always either blue or white. To maintain the logo's legibility, we always use the Blue logo with brighter colour image or background. When we must use darker colour image or background in some case, we use white logo instead blue logo. Blue background is always preferable to be used for white logo. When using image as a background, put logo on the clean part of image to avoid distraction. With prior permission from KPSG, use only black, white, or grayscale logo when there is some limitations with colour printing. Do not show KPSG logo in any other colours.
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Blue logo on white background
White logo on blue background
Blue logo on bright background image
White logo on dark background image
Black and white logo
Grayscale logo
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Uncacceptble Logo Our logo is our visual identity. Avoid using it incorrectly.
Do not flip the Logo
Do not tilt or rotate
Do not crop the logo
Do not distort the logo
Do not add outline
Do not apply shadow on the logo
Do not add gradations
Do not apply outlines
Do not use dark images with blue logo and bright images with white logo and cluttered images
Do not fill with patterns
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Logo Placement For Partnership Co-Branding In occassions where KPSG sponsors its own event, acts as a co-sponsor, or as the invited party Main Sponsor
Co-Sponsor
LOGO LOGO
LOGO
LOGO
Invited Party
LOGO
LOGO
LOGO LOGO
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LOGO
LOGO
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2.0 TYPOGRAGPHY
Typography
A clear typographic hierarchy is critical to the effective communication of our brand. Type should be light and well-spaced to reinforce that we are transparent, open, and approachable. This system uses weight, scale, and capitalization to convey the relative importance of each heading within a document. Readability and accessibility allow all users to efďŹ ciently read and absorb textual information.
Avenir Next Heavy
Aa
Aa
Avenir Next Bold Italic
Avenir Next Bold
ABCDEFGHIJKLMNOPQRSTUVWX Y Z a bcdefghijklm nopqrstuvwxyz 01 23 45 67 89
AB CD E FGH IJKLM NO P QRST U VW XY Z ab c d e f g hij kl m no pqr s t u v wxy z 0123456789
Aa
Aa
Aa
Aa
Aa
Aa
ABCDEFGH IJKLMNOPQRSTUVW X YZ abcdefghijklmnopqrstuv wxyz 0123456789
Avenir Next Medium Italic
ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrs t uvwxyz 0123456789
Avenir Next Bold
ABC DEF GHIJKLMNOPQRSTUVWXY Z abcdef ghijklmno pqrstuvwxyz 0123456789
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Avenir Next Bold
A B CD EFGH IJ KLM NOPQR ST UVW X Y Z a bc de f g hijklm n op q r s tu v w xy z 0123456789
Avenir Next Medium
ABCDE F G HIJ K LMNOPQR STU VW XYZ a b c def g hi jk lm n opq rs tu vwxyz 0123456789
Avenir Next Bold
A BC D E F GHI J KL M NO PQ RSTUVW X Y Z a b c d e fg hi j kl mnop q r s tuv w x yz 0123456789
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Typestyles Avenir Next is the primary brand typeface and can be used across all formats from print to digital. Its round and geometric letterforms are approachable and modern.
Title Heads (Ads) Avenir Next Heavy
Heads Avenir Next Bold Body Avenir Next Regular Sup-Head Avenir Next Bold Numbers Avenir Next Bold/ Medium/ Regular
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1234567890
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3.0 VISUAL LANGUAGE
Colours
Complementary Colour
KPSG Blue is the primary colour. This colour form the basic platform of all printed and electronic media. To achieve best results, always use the Pantone colour specified below or shades that closely match/complement the colour.
In addition to the primary colour within the identity, a secondary colour palette has been created to com- plement the primary colour. To achieve best results, always use the Pantone colour specified below or shades that closely match/complement the colour.
PANTONE 2768 U
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#FBAF40
#45BEAA
#007D6D
#D96F2E
#724B27
#FCBD53
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Grid and Graphic Element Our Inspiration Here are images that we used to interpret the brief and help us create the new brand identity and graphic language
Always on the move
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Diversity, transformation and evolvement
We used images that convey motion and dynamics
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The KPSG “Ribbons” Our visual imagery is made up of ribbon like shapes. their flow repsents the flexibilty and agility of system, moving in waves, twisting and turning sometimes in an unexpected nonlinear fashion, and sometimes flowing in an anticipated movement. The colors of the “ribbons” also move chromatically from warm to cold colors, enfolding most of the business units colors. the color flow represents the ability of one system to carry different needs, and to integrate itself araund them, sometimes even overlapping with them in an efficient manner. so, the KPSG "ribbons" capture, symbolically, the true nature of KPSG, as a synergized, prepared to be "taken" where needs call.
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Logo Placement Options Following the margin rules, the KPSG logo can alson be placed at each corner of the page ilustrated here:
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Adding the KPSG Ribbons and Background When adding the ribbons horizontally, their heigh should be double the KPSG margins. When adding a background, use only the top part of the layout - above the ribbons. refrain from stretching the background all the way to bottom of the page
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Magazine Ads In some cases such as in magazine ads or poster, you might need more space to create a stronger impact.In cases such as these, you can narrow the layout’s margins to 1/2 from each direction
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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
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Photography Style
These photographic styles are recommended for our advertisement communication. “Passionate, Open, Progressive, Specialist and Agile�, our photographic style conveys warm and dynamic human interactions and experiences with positive attitudes. The mood of the photo represents optimistic, and energetic. The photo features natural open spaces, with proportion: 2/3 clear space and 1/3 object. The hints of Blue color are the key feature of the outdoor shots. It represents our corporate colours.
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4.0 STATIONARY
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