Kaikro by Alex Pibernat

WHATâ&#x20AC;&#x2122;S KAIKRO? Kaikro is a new company dedicated to the object exchange between two different ages. We make this exchange between the XXI Century and XXII Century because in the XXII Century exists the necessary technology for this type of time shipments, and the XXI Century is the first Century to be able to accept the existence of this type of company. Our idea is simple, you apply for an object that you want from the other Century, and if we can get it for you, you give us a daily object that someone in the other Century wants and we give you the object you have applied for in exchange. Is that easy. You just pay for the weight of the object you receive, not for its real prize in its age. For applying you just have to visit our web page www.kaikro.com and go to apply. Just ask for it and we will give it to you.

WHY KAI? Kai is an abbreviation from Kairós, an ancient Greek word meaning the right or opportune moment (the supreme moment). It signifies a time between, a moment of indeterminate time in which something special happens. What the special something is depends on who is using the word. For the Sophist it was the right moment for saying something. For Aristóteles it is the adequate moment and context in which the evidence must be delivered. Kairós is also Kronos grandson, it is the god of the seasons, the god of time as a quality. For us Kairós is related Eric Charles White’s definition of this concept: it is the fleeting moment in which it appears, metaphorically speaking, an opening (ie, the right place) that necessarily must cross to reach or achieve the aim. And we use this fleeting moment to send objects between ages and make the people dreams come true. For us time is not just quantity, it is also quality, and that’s because we have Kai in our name.

WHY KRO? Kro is an abbreviation from Kronos (or Chrono), the personification of Time in preSocratic philosophy and later literature. For the Greeks it was the god of the ages and the zodiac. He remained remote, as the disembodied god of time around the world, driving the rotation of the heavens and the eternal passage of time. Kronos refers to chronological or sequential time, it is the god of time as quantity. Maybe Kronos is not as related as Kairos to our ideals and operation, but without it we would not be able to do what we do. We had to wait hundreds of years to arrive to that moment in which we have been able to connect two ages in time. And we have to remind that time never stops, and be conscious about what are we doing. For us Kronos is the eternal passage of time, the idea that time never stops and that we have to respect it and know how to use it.

HOW IT WORKS? 1. Apply for your object. Tell us your dreams and why we should make them real. 2. If your application is successful, we will contact you and provide you a list of objects to see what you can send in exchange for the object you want. 3. Once you have chosen what are you going to send, we will send you a messenger to pick the object. You donâ&#x20AC;&#x2122;t have to wrap or weigh anything, we do it for you. 4. In just one week we will have your object and you will receive your bill. 5. One day after paying it you will receive your object at home. Then you just have to enjoy it!

THE RULES The existence of Kaikro would be impossible without our rules. We do a very complex and delicate activity, and we have to be conscious about the implications that using time travel to send objects has. That’s why we have 10 concrete and clear rules that can’t be broken in any case. This rules are the results of a lot of investigation working about all the risks and implications that time travel has. We want to be sure that Kaikro will just be a benefit for making people’s dreams come true, and it won’t be a dangerous for the people of each time. Please read well and patiently our rules, take your time to understand all of them and then think about if we can make your dreams come true. It’s the only way for us to do it.

1. It will never be contact of any type between persons of different times. 2. People of each time will never know from whoâ&#x20AC;&#x2122;s coming the object of the other time. 3. Objects must be impersonal. They cannot have any relation with the previous owner or give information about him. 4. Objects that present a danger for people of each time or give them ventages over the rest of the people that can be used in competitions and similar are forbidden. 5.Objects cannot unveil future events beyond the existence of the object itself. 6. Money, drug, medicines and weapon exchange is forbidden. 7. Food, animals, and organic materials exchange is forbidden in order to prevent the appearance of diseases. 8. All the objects will be tested before being sent. 9.You pay for the weight of the object you receive, not for the object you send. 10. The price is only known by people of each time in order to prevent comparisons that give information about the evolution of the economy.

IDENTITY

SUMMARY Brand Concept

Logo Evolution

Logo Construction

Brand Colors

Unnaceptable Uses of Logo

Typographical System

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BRAND CONCEPT For the development of the branding and the logotype we had two different concepts always in mind that have been the key of our branding development. This two key points have been separation (between present and future) and connection. Maybe this two concepts sound like opposite concepts, but are very important in our philosophy. We have two different ages in time clearly separated and without any type of communication, but we connect it to give a service to our clients. And we want to communicate that in a simple way, without too many elements. So in all our branding development we have tried to keep all the time this concepts in mind, and reflect them in to the logo and the branding. Another important fact that we have given a lot of importan-

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KEY POINTS SEPARATION ce is that we always have wanted one identity for two times. This is a unique type of company, a company that operates in two different ages separated by 100 years. Doing the same identity for this two ages represents the challenge of creating something that works with two different ways of thinking. Thatâ&#x20AC;&#x2122;s why we have decided to try to make an identity a little bit futuristic for the people of the XXI Century but without becoming ridiculous for the people of the XXII Century. The idea was trying to find the point between a futuristic identity for the people of the XXI Century and a retro identity for the people of the XXII Century. In conclusion, our main objectives for the branding are the creation of a memorable timeless design that transmit at the same time the idea of connection and separation.

CONNECTION TIMELESS MEMORABLE SIMPLE

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LOGO EVOLUTION The evolution of the logo is the reflex of the search of a logo that represents the idea of two different times connected. The typeface used in all the process has been DIN Schrift, a sans serif typeface with which we were playing to give it that idea of separation-connection without using too many elements. As the name of the company has 6 letters, it was easy to divide the name and try different ways of represent that concepts. One of the main ideas was divide it into two parts to represent that idea of present-future or present-past.

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The process finally ended on the idea of pan diagonally a half of the name. The first version of this logo had a line that crossed the area displaced and joining two points located at the corners. It was supposed to represent the line that at the same time separates the two different times but at the same time connect two points in the space, but at the end we decided to made it more simple, because the points were not visible in little sizes.

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LOGO CONSTRUCTION For the final branding we use two different logos. The first one is the main logo and the image of the company. It has the name of the company written in DIN Schrif separated in two words, one above the other, and divided and displaced diagonally to transmit the message of two different parts divided. The logo presents division but at the same time connection, preserving the contact between the divided parts of the typeface. This separation/connection duality gets increased with the application of the color in the logo. The second logo is a more simple logo using the same typeface than the main logo. It is made for been applied in smaller sizes in which the main logo loses the sensation of division and also for some applications in which this logo works better with the graphic elements composition.

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XXI CENTURY

PANTONE DS 254-1C C=100 M=0 Y=50 K=0 R=0 G=156 B=139

XXII CENTURY

PANTONE DS 198-2C C=90 M=65 Y=0 K=20 R=23 G=63 B=130

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MAIN LOGO

PANTONE DS 254-1 C PANTONE DS 198-2 C Color Gradient 50/50 P DS 198-2 C 25% P DS 254-1 C 75%

BRAND COLORS For helping to increase that sensation of connexion between two separated times, we use a color gradient. This is used in the main logo of the company. The color of each end of the logo is the color applied to the graphics of each age. That means that in the XXI Century will be used the gradient where the main logo is applied and the bottom right color for the rest of the applications, and the opposite for the XXII Century. These colors, as well as the gradient, are used as background colors. The application is the same that in the case of the logo: gradient+one color for each time. When the logo is applied on a background this must be white.

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UNNACEPTABLE USES OF LOGO These are examples of the most common misuses of the logo. This examples are totally unacceptable and out of our graphic rules for the graphic identity. Never apply the following: -Swap the gradient colors -Change the proportion of the gradient colors -Rotate the logo in any direction -Change the proportions of the logo -Apply the gradient logo on to a background with one of the two corporate colors. -Change the gradient colors

-Add special effect like drop shadows -Create 3D effects with the logo -Use a different gradient colors for the background -Use colors other than white above the background -Change the sepparation between letters -Outline the logo

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DIN Schrift 1451 Engschrift, 11pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,./()!?#@&”

ITC Franklin Gothic Book Condensed, 11pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,./()!?#@&”

TYPOGRAPHICAL SYSTEM All the typographical system is composed by two typefaces: DIN Schrif and ITC Franklin Gothic. The first one is the typeface used for the logo. It is a very condensed sans serif typeface with which we can send very strong and clear messages. We also use this typeface in all the headings and titles of our documents in case this are in uppercase. We use it in an wide range of sizes depending on the place where it is applied.

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ITC Franklin Gothic Demi Condensed, 11pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,./()!?#@&”

ITC Franklin Gothic Book Condensed Italic, 11pt ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ,./()!?#@&”

We use our second typeface for text. We use it in four variations: book condensed, book condensed italic and demi condensed. These 3 variations are convined in texts and applications depending on the importance of the things we are writing. The text is written in 10pt typeface for paper applications and 18pt for web. In the stationery applications varies depending on the application.

STATIONERY

CONTENT 2. CARDS

KAIKROâ&#x20AC;&#x2122;S STATIONERY

3. LETTER

Our stationery includes all the basic elements of a common stationery for a company like Kaikro. As Kaikro works in two different ages our stationery is divided in two parts, but we didnâ&#x20AC;&#x2122;t wanted to make two different collections of stationery elements because Kaikro is the same company in both of them.

4. LETTER (B)

The two ages share all the elements and design, but each one has its own color, previously seen in our branding manual. In this stationery manual you can see all our stationery elements and its size and composition, as well as photographs of them.

7. CD

5. ENVELOPE 6. FOLDER

STATIONERY

5mm

55mm

5mm 85mm

5mm

WHAT DO YOU WANT FROM THE FUTURE?

www.kaikro.com

4mm 5mm

Alex Pibernat Martí

10pt

T: +44 089 0876 653 E: alexpm@kaikro.com

8pt

UK Director

5mm WHAT DO YOU WANT FROM THE PAST?

www.kaikro.com

Raúl Andreu Isábal

South Mars Director

T: @XO 0897 82738 KL E: raulai@kaikro.com

5mm

STATIONERY

16mm

45mm

8mm

12mm 15mm

18mm Telephone: X89 0W96 156 Email: kaikrom@kaikro.com

Kaikro Building 524 Earth Lane New Winchester, Mars (IX23 9WA)

9pt

297mm

14pt WHAT DO YOU WANT FROM THE PAST? www.kaikro.com

10pt 15mm

210mm

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22mm

297mm

22mm

210mm

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35mm 10mm 10mm

115mm 10pt

10mm

Kaikro UK Building 465 Easton Lane Winchester, Hampshire (SO23 7XA)

T: 089 0897 484 M: kaikrouk@kaikro.com W: www.kaikro.com

105mm

5mm

15mm WHAT DO YOU WANT FROM THE FUTURE?

20pt 15mm

220mm

STATIONERY

108mm

320mm

127mm

80mm

18mm

440mm

STATIONERY

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22mm

121mm

14pt WHAT DO YOU WANT FROM THE FUTURE? www.kaikro.com

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9pt

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PROMOTION

KAIKROâ&#x20AC;&#x2122;S PROMOTION For promoting our company, we have two main elements: our website and our posters campaign. The basic idea for both of them was the same: we wanted to use the same structure or images for promoting the company in the two ages. We have decided to do this because we believe that is part of the spirit of the company. We donâ&#x20AC;&#x2122;t need to create different websites of posters for each age, we connect those two times with the same imaginary, and just changing some words we can transmit our message in both of them.

THE WEB In this pictures you can see the full web of the XXI Century. It contains all the necessary information about the company, the process of acquiring an object, the rules, and the application. At the end there are also some pictures of the XXII Century web, which is the same web but with the corresponding color associated to that time and the necessary changes in the information.

MacBook Pro

PROMOTION

MacBook Pro

PROMOTION

MacBook Pro

PROMOTION

MacBook Pro

PROMOTION

MacBook Pro

THE POSTERS In the following pages you can see our four promotional posters. We use the same two images in both ages but changing the message over them. In one time the images represents the daily objects that we can give in exchange for our dreamed objects of the future, and in the other the old and disappeared objects that we can receive in exchange for a daily object. The first one plays with our dreams and imagination, and the second one with our memories.

JUST A FRIDGE?

OR A RETRO OBJECT IN THE FUTURE?

CHANGE YOUR DAILY OBJECTS FOR OBJECTS FROM THE FUTURE WWW.KAIKRO.COM

JUST A WASHER?

OR A RETRO OBJECT IN THE FUTURE?

CHANGE YOUR DAILY OBJECTS FOR OBJECTS FROM THE PAST WWW.KAIKRO.COM

REMEMBER WHAT’S THIS? OR HAVE YOU FORGOTTEN IT?

CHANGE YOUR DAILY OBJECTS FOR OBJECTS FROM THE FUTURE WWW.KAIKRO.COM

REMEMBER WHAT’S THIS? OR HAVE YOU FORGOTTEN IT?

CHANGE YOUR DAILY OBJECTS FOR OBJECTS FROM THE PAST WWW.KAIKRO.COM