BRAND GUIDELINES MANUAL
KE E P KIT SIL A N O L O O KIN G IT S B E ST. After all the hard work making your community looking awesome, we want to make sure it stays that way. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your community looking professional and consistent.
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refreshing active inviting M O O D B OA RD The inspiration for Kitsilano's branding is refreshing and casual with a touch of the active lifestyle. It's modern and fun, but the colours and imagery keep it feeling friendly and inviting. The target audience is unashamedly active and on the go so the logo and typography relects movement.
brand guidelines
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P R I M A RY LOGO The Kitsilano primary logo is a word mark that tilts to the right to denote movement, reflecting the active spirit of the community. This is the main logo that will be used across primary applications. This mark helps audiences easily identify the Kitsilano community including their website, ads, products and other materials. It is essential to the success of the community’s brand that the logo will always be applied with care and respect in every application according to these guidelines.
brand guidelines
MIN IMUM SIZ E The smallest logo should be represented is .75� or 225px high.
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A.
B.
C O M E P L AY A W H I L E
C.
brand guidelines
WO R D M A R K Main logotype: (A)
Primary logo
(B)
Stacked lock with tag line
I CO NS Symbols: (C)
Single ‘K’ monogram
CLEA R S PACE To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or copy that might conflict with, overcrowd and lessen the impact of the mark.
L O G O VA R IAT IO N S The Kitsilano logo variations consist of three different versions. 1 primary logo, 1 lock-up with tagline, and 1 secondary icon. The icon can be used in replace of the primary logo (but should never be used directly next to the primary logo in the same design). The icon should not be used above or directly next to the main wordmark, but can be used on its own when the full name is not necessary to include. For example, C) can be used as a profile picture on Instagram/Facebook since the username will be adjacent to it in plain text. However, the icon should never be used directly above or next to the main wordmark - try to avoid repitition where possible to maintain a good use of the brand elements.
The minimum clear space is .25�. This minimum space should be maintained as the logo is proportionally resized.
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CO LO UR PA L E TTE
SECONDARY COLOURS
PRIMARY COLOURS #F6EB14
#000000
#B3B8B3
RGB - 255/255/0
RGB - 0/0/0
RGB - 179/184/179 RGB - 255/255/255
#FFFFFF
CMYK - 6/0/96/0
CMYK - 100/100/100/100
CMYK - 3/0/6/31
CMYK - 0/0/0/0
PATTER NS
C O L O UR USAG E
The signature pattern is to be
There are few different ways to use
used to give the brand a particular
the logo in colour. The primary logo
style. It is recommended to not used
can be used in white on a patterned or
excessively and always be combined
dark coloured background (A).
with contrasting elements.
On a white background, you can use the logo black or in colour (B). On a coloured or patterned background, you can use the logo in black (C).
brand guidelines
A.
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brand guidelines
PH OTO B AC KG R O UN D There are a couple of ways the logo can be used in conjunction with photographic backgrounds. Each option should be excersiced with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use either a solid white or black logo on top of a background image. The colour logo only works on a particular type of image so use with care.
T IPS 1. Photos with shallow depth of field work best. 2. Avoid overly busy images with too much detail. 3. Apply a darker transparent overlay on an image helps makes text more readible.
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UNACCEP TABLE USAGE A few rules are necessary for
1. Don’t rotate the logo 2. Don’t squash or squish
maintaining the integrity of the brand.
3. Don’t add an outline
Don’t compromise the overall look of
4. Don’t resize the tag
the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should never consider using the logo.
line 5. Don’t change the composition or resize any part of the logo. 6. Don’t rearrange any elements of the logo to create a composition that is not already provided. 7. Don’t change the colour of parts of the logo. Use the colour usage guide. 8. Don’t add drop shadows or other text styles (bevel, emboss, gradient, etc). 9. Don’t contain the logo in a box when used on a background.
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TYP O G R A P HY Typography is a powerful brand tool when used consistently. This set of typefaces best represents the modern yet fun feel of the brand and should be used across all web and print applications.
DIN ALTE RNATE
DIN ALTERNATE
Use for headlines.
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UPPERCASE
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SPACE MONO ITALIC
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Space Mono Italic
Use for subheadings.
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SPAC E MONO REGUL A R
Space Mono
Use for body copy.
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DI G I TA L
brand guidelines
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CO LLATER AL Support Vancouver's local communities! Ditch the plastic bottles and purchase Kitsilano boxed water instead from participating stores and studios. 100% of sales are donated to support local initiatives decided by Kitsilano's volunteer Board of Directors. Our Board of Directors are business and property owners who generously devote their time to various Board committees and are proud Kitsilano ambassadors. All profits donated are to help advance specific initiatives, including Outdoor & Active Lifestyle, Business-toBusiness, Restaurant, Farmer's Markets, and the Khatsahlano Street Festival. We encourage all merchants to take an active role and participate in the process and make Kitsilano better! For more information on how to get involved or take an active role in the community, email hello@kitsilano.com
brand guidelines
Kitsilano Boxed Water
50 0 ml
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Kitsilano Yoga Mats
BAC K
C O L L AT E R A L These are extentions of the Kitsilano brand. We like to bring in all the elements of our brand and make them pop! Collateral should reflect the kitsilano culture. Keeping things fresh, active,
FRONT brand guidelines
and fun.
Kitsilano Reusable Bags
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P O STER S
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For further information please contact: Stephanie Yen Sdeeyen Studios www.sdeeyen.com
DESI G N M ANUAL 2017 Physical Contact Sdeeyen Studios York Avenue Vancouver, BC V6J 5H8
Digital Contact P:
+01.778.989.8393
F:
+01.604.261.0730
E:
hello@sdeeyen.con