BRAND GUIDE
A KAR Auction Services Initiative
A Brand is the emotional connection that we have with our customers.
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Table of Contents Guiding Principles
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Brand Overview
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Our Brandmark
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Logo
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Clearspace
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Size
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Black and white
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Improper Usage
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Visual Elements
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Colors
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Shapes
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Illustrations
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Typography
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Applications
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Setting a solid look and feel to the brand allows us to better align our marketing and promotional messages, builds Familiarity, as well as sets the internal compass of focus for our team as we interact with our customers.
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Guiding Principles • Business & IT Partnership– Success requires partnerships built across all units for program execution. The business will be engaged at all levels: executive, management, and staff.
• Minimize Negative Business Impact - Change is disruptive. The most effective way to minimize change’s impact is through effective and timely execution of the guiding principles: communication and adhering to Change Management processes.
• Foster Standardization – Standardization builds efficiency through economies of scale, improved process, and enables more effective organizational support.
• Fiscal Responsibility – The many short and long term decisions made must balance costs and benefits.
• Communication - Effective communication is essential to success. Communication must occur at all levels of the organization, including the executive team, business management, and the primary PC user.
• Familiarity & Training - The user should feel comfortable with the Windows 7 environment look and feel. Effective and timely training should be provided to technical staff, support agents, and the user community.
• Predictability – Repeatable processes are essential, including responses to unknown variables. This reliability helps ensure impacts to the business are properly mitigated.
• Support - Process and protocol ensure efficient handing of “zeroday” issues, and provide effective escalation of issues. Support personnel will be integrated into the deployment schedule . 4
Our Brand is our reputation – it is how our customers perceive us.
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Brand Overview Desktop Refresh is in-house, Information Technology program that is delivering upgraded hardware and software to a large portion of the company. The Desktop Refresh team is the vanguard of enacting change in the way KAR Auction Services is doing business. We are the program that introduces new processes, procedures, standardizations, and controls. This is a huge change for people to absorb.
This process must be as simple and least invasive as possible, yet convey a sense of welcome excitement with the introduction of new, up-to-date office tools. 6
Brand Overview Our Uniqueness The Desktop Refresh team has a unique purpose, which is to deliver all new hardware and software to our internal customers in conjunction with the Business’s build-out of an asset management program.
Our Mission Deliver hardware and software with as small of a business impact as is possible.
Our promise Our promise to is to consider our customer’s needs by partnering with them to involve them in our process.
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Brand Overview Single most important message
Empowering our employees to get things done by delivering the right technology at the right time, enabling the value chain that drives our business.
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Our Brandmark A brand mark is the visual element, a concrete representation, of the emotion evoked, perception of, and reputation of our brand. Our brand mark is the face of our brand and connects our customers to our brand. Used consistently, the more it will be remembered. These guidelines provide direction on how to use our brandmark to unify our message across multiple communications.
“A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” – Michael Eisner, former CEO of Disney
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Our Brandmark The Logo
Stacked
In-line
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Our Brandmark The Logo – clear space Whether stacked or inline, the clear space should be the width of the stem or the crossbar of the T.
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X
X
X
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Our Brandmark The Logo - size The logo must always be readable. The KAR logo must accompany the program logo in a positioning that makes sense for the piece it is presented on: stacked with stacked, in-line with in-line.
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Our Brandmark The Logo – black and white The logo has the option to be reversed out or placed black on white. Keep in mind, the visual effect and placement of the KAR logo when using the reversed out options.
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Our Brandmark The Logo – improper usage
Change the colors
Effects of any style
Stretch and/or squeeze
Any background color other than white 14
Visual Elements Colors Primary Pantone 5405 6 RGB 62 100 126
These are the colors that are in main use and work best with our logo. Use additional colors with discretion.
Accents Pantone 124 C RGB 235 171 0
Lighter 20%
Lighter 40%
Lighter 60%
Microsoft Tan Background 2 Darker 75% located in the color options
Darker 50%
Darker 25%
Darker 10%
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80%
Visual Elements Colors Creating our colors in the Microsoft software using RGB numbers.
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2 5 16
Visual Elements Shapes Our brand is strong yet conveys a soothing reassurance. Brand elements, such as color blocks and lines, or the “refresh” symbol in the logo (ex: lower right on this page), are used to support the brand and create an overall sense of confidence. Keeping the
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elements uncomplicated is our way of relaying that strong and soothing presence. • Simple, basic shapes • Apply our three main brand colors to them • No outline (stroke)
Visual Elements Illustrations Some documents such as a newsletter or poster need to hold illustrations.
Photography should be strong, simple, and containing the minimal visual information needed to illustrate the point.
Use them to convey a single, strong concept. Note: Be aware of copyright laws when choosing photos outside of what is contained in the brand library.
Illustrations are provided as part of the brand library. These are loose sketches intended to convey a sense of whimsy and confident relaxation. Colors can be changed; however, keep them in the color scheme of the brand or a neutral grey/black.
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Typography Cambria Decorative / Headline Designed by Dutch typographer Jelle Bosma, with Steve Matteson and Robin Nicholas, Cambria was designed for on-screen reading or for smaller print (i.e. not a poster or large ads.) It is a transitional
serif font with even spacing and proportions. Diagonal and vertical hairlines and serifs are strong, while horizontal serifs are small and meant to emphasize stroke endings rather than stand out.
Cambria 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Cambria Oblique 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Cambria Bold 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
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Typography Calibri Body copy (can also be used for headings)
Calibri was designed for Microsoft by Lucas de Groot. Microsoft describes Calibri a member of the san serif
typeface family with “subtle roundings on stems and corners”. It has “many curves” and a “warm and soft” character.
Calibri 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Calibri Bold 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Calibri Oblique 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
Calibri Bold Oblique 0123456789 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ The quick brown fox jumps over the lazy dog.
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Applications Communications Email template
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Applications Communications Checklist and successful install notification
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Applications Communications Email notice and online survey
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Applications Communications Corporate Newsletter
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