Brand Guidelines U P D A T E D 12 /2 9/18
Table of Contents The following guidelines provide a comprehensive understanding of the KWR Hosting brand. Following these standards properly ensures that KWR Hosting is well represented in a consistent manner across the globe. This document is provided by Giselle Field from Wander Design Co. Please contact hello@wanderdesign.co with any questions.
KWR Hosting – Brand Guidelines
Introduction
03
Logo: Primary
04
Logo: Minimum Clear Space
05
Logo: Alternates
06
Logo: Misuse
07
Brand Assets
08
Color Palette
09
Typography
10
Digital Presence
11
Application
12
Page 2
Introduction
“You’ve got 99 problems; your web hosting shouldn’t be one!” - KWR Hosting Tagline
ABOUT
MISSION
Keeping Websites Real (KWR) Hosting is a web host and tech support business that also offers appropriate solutions on content updates and small website packages.
To keep website hosting real by giving customers’ sites better uptime, have authentic tech support, and offer services that will provide positive results in their customers’ businesses.
TARGE T M ARKE T Blue collar small business owners in the LA, Santa Barbara, and Ventura counties that want to spend wisely on web hosting.
T H E K W R H o sti n g B R A N D I S AUTHENTIC
KWR Hosting – Brand Guidelines
|
TRUSTWORTHY
|
TUPAC- INSPIRE D
Page 3
Logo: Primary KWR Hosting keeps it real by providing customers’ sites with better uptime, authentic tech support, and services that will provide positive results in their customers’ businesses. KWR needs a brand image that captures authenticity, trustworthiness, and
KWR Hosting – Brand Guidelines
the focus in real customer support. Therefore, the brand image is lighthearted and unique, but at the same time trustworthy and professional. The KWR brand is inspired by Tupac and 70’s vintage, which I reference with roughened textures, flat colors, warped type, all caps, handwritten sans-serifs, and custom illustrations. Moreover, the submark design is heavily influenced by vintage badges. The horizontal logo is designed for horizontal spaces like the business card and website menu.
Page 4
Logo: Minimum Clear Space The logo requires a minimum amount of clear space to prevent competition with other graphic elements, text, or photography. This space or margin is based on the KWR Hosting initialed “R.� We call this a KWR Hosting unit.
KWR Hosting – Brand Guidelines
The top and bottom margins are equal to 1 KWR Hosting unit, and the left and right margins are equal to 2 KWR Hosting units. This minimum margin is required between the logo and the edge of a page, image, or color field. Other logos and design elements are not positioned within the clear space. Please note: the logo typefaces are reserved for the logo and never used in KWR Hosting collateral. Do not alter the position of the elements within the logo. Only use the provided artwork.
Page 5
Logo: Alternates The primary logo should be used most frequently throughout brand collateral. The horizontal logotype should be used when space is limited, such as on the menu of the KWR Hosting website.
S TAC K E D
KWR Hosting – Brand Guidelines
H O R IZO N TA L
SEAL
Page 6
Logo: Misuse In order to keep the integrity of the brand, the KWR Hosting logo needs to remain intact and without enhancements. The examples of logo misuse shown on the page are not comprehensive; they are only a small sample of possible misuses of the KWR Hosting logo.
KWR Hosting – Brand Guidelines
To ensure accurate, consistent reproduction of the logo, never alter, add to or attempt to recreate it. No tweaking, enhancing, adding shadows, extending, or embellishing. Always use the approved digital artwork. Please make sure our logo always looks like the recognizable KWR Hosting logo.
Page 7
Brand Assets The KWR Hosting brand identity also includes graphic elements in roughened/hand-drawn styles, including electronic devices and the fox mascot. These graphic elements are a great way to reinforce the KWR Hosting brand in addition to the logo. Some application examples may include the website graphics, product stickers, pins, apparel, packaging or stationary. Learn more on the Application section of this guideline.
KWR Hosting – Brand Guidelines
Page 8
Color Palette
Color Application for Print For printing, it is best to use the CMYK colors.
The KWR Hosting palette is a small collection of desaturated but rich colors to capture a vintage feel. Fox Red is used for accents, Black is used for text and illustration outlines, KWR Cream is used for backgrounds and subtle objects, and KWR Green is used as the primary color for the logo and backgrounds. The colors work together harmoniously, especially in custom illustrations that the KWR brand features.
KWR GREEN
KWR Hosting – Brand Guidelines
Color Application for Web For web use, use the HEX or RGB color values. It’s important to note that each color may appear differently in various computers/devices due to inconsistent color calibration. • Key brand color
KWR CREAM
FOX RE D
BL AC K
C MY K
C MY K
C MY K
C MY K
8 0, 5 4 , 59, 41
10, 10, 17, 0
4 , 8 4 , 82, 0
0, 0, 0, 10 0
RGB
RGB
RGB
RGB
4 6 , 73, 73
228 , 221, 207
23 0, 81, 61
35, 31, 32
HEX
HEX
HEX
HEX
# 2 E 4949
#E4DDCF
# E6 513 D
# 231F20
Page 9
Typography
Moreover, the white space between each letter of the small words improves readability. The sans-serif used for the web copy is simpler for better web-use and readability.
The friendly and action-oriented spirit of KWR comes to life with the condensed sans-serif featuring rounded corners. A more decorative condensed sans-serif is used for the arced “Keeping Websites Real” wording to make the logos more interesting.
BR ANDON GROTESQUE BOLD
BR ANDON GROTESQUE MEDIUM
BR ANDON GROTESQUE REGUL AR
Brandon Grotesque is the recommended font to use throughout the KWR Hosting brand collateral. It features an extensive font family used for various opportunities to establish information hierarchy.
Our $15/mo hosting plan works for most small business websites: • 10GB storage • Host multiple websites for the price of one - Up to 10 domains are allowed. Combine all of your websites into one account. • 24/7 Uptime Monitoring - Checks the server at 30 second intervals.
BR ANDON GROTESQUE BOLD
KWR Hosting – Brand Guidelines
VIEW PACKAGES >
Page 10
Digital Presence The favicon is specifically designed to be iconic of the KWR Hosting brand and recognizable in a minuscule size. As for social media platforms, the following logo should be used for both square and circular profile spaces.
FAV I C O N
KWR Hosting
SOCIAL MEDIA IMAGE
KWR Hosting – Brand Guidelines
Page 11
Application Custom illustrations and iconography are unique opportunities to channel the brand’s essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, illustrations, and logo all come together as a cohesive brand. The theme of KWR illustrations is to tell a story, which humanizes the brand. The main character is the fox, and we will feature other characters for each of the KWR branches. With a character representing Hosting, Studio, and Info, we can individually brand each business to appeal to their respective target markets, and tie all the brands together under the KWR umbrella by having all of the characters interact with each other. Illustrations also include tech-related tools, like mobile devices and computers. The illustrations feature roughened lines and texture with the brand color palette. The screens reference the KWR Hosting cpanel dashboard, as well as client websites. Overall, the brand identity is keeping it real so small businesses can trust KWR Hosting to advise them in website hosting and not upsell them in services that won’t benefit their businesses. Here are some examples of the KWR Hosting brand identity application. This is just the beginning of the exciting possibilities the KWR Hosting brand holds. These images are only mockups to help you imagine the brand in context.
KWR Hosting – Brand Guidelines
Page 12
Application
KWR Hosting – Brand Guidelines
Page 13
Application
KWR Hosting – Brand Guidelines
Page 14
Application
KWR Hosting – Brand Guidelines
Page 15
Questions? Please reach Giselle Field at hello@wanderdesign.co B R A N D G U I D E L I N E S U P D A T E D 12 /2 9/18