Branding Manual for Kaya Credit (v2)

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Design and Brand Guidelines KAYA CREDIT by AYANNAHCONTACT AddressPhone & FaxOnlineAyannah Business Solutions, Inc. Unit 3003, Jollibee Plaza F. Ortigas Jr. Road,…
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Design and Brand Guidelines KAYA CREDIT by AYANNAHCONTACT AddressPhone & FaxOnlineAyannah Business Solutions, Inc. Unit 3003, Jollibee Plaza F. Ortigas Jr. Road, Ortigas Center Pasic City, 1605 Metro ManilaPhone: Fax:Email: Website:+63 (2) 634 8320 +63 (2) 636 1454help@kayacredit.com www.kayacredit.com www.ayannah.comKaya Credit Branding Manual Version 2, 2018KAYA CREDITDesign and Brand Guidelines TABLE OF CONTENTS SECTION 0Introductionpage 4SECTION 1SECTION 4The LogoImage Stylepage 6page 18SECTION 2SECTION 5TypographyThe Mascotpage 10page 22SECTION 3SECTION 6Color SystemSocial Mediapage 14page 24SECTION 0 IntroductionThe Design Guidelines These guidelines describe the verbal and visual elements that represent Kaya Credit’s identity. This includes our name, logo, and other elements such as typography, color, and images. These are valuable company assets. Communicating a consistent message of who we are is essential to presenting a strong unified image of our company. These guidelines reflect Kaya Credit’s commitment to quality, professionalism, consistency, and style. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Kaya Credit name and marks.SECTION 1 The Logo Logo Introduction Logo Application Logo Elements Clearspace and Computation Incorrect Logo ApplicationsKaya Credit Branding Manual 7 | 26LOGO INTRODUCTION Our logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the symbol itself and our company name - they have a fixed relationship that should never be changed in any way.The Full Logotype The corporate logo is comprised of two elements, the the logo symbol and the logo type. The logo symbol is a powerful image evoking how the company is confident in delivering its financial services. It also goes to show how our borrowers can put their faith on our hands, as everything will be a-ok.The corporate logo is presented through the use of color as well as shape and form. The corporate colors and Navy Blue and Gold to highlight professionalism with a touch of classic.It has a particular relationship with the Kaya Credit name. The logo title has been carefully chosen to mimic the round form of a coin. The typeface is Nunito and has also been chosen to compliment the logo symbol.The Logotype 121) The Logo Symbol Consists of a power element evoking the confidence and promise of the company.The main logo is the dark logo used on white background. For darker backgrounds, you will find an alternative below.2) The Logo Title Carefully chosen for the rounded corners that mimic the appearance of a coin. The font used her is Nunito.Logo Dark VersionLogo Light Versionwill be used when the background is light colored.will be used when the background is dark colored.Kaya Credit Branding Manual 8 | 26LOGO CONSTRUCTION, CLEARSPACE, AND COMPUTATION It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the symbol itself and our company name - they have a fixed relationship that should never be changed in any way.Clearspace Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.Computation To work out the clear space, take the height of the logo and divide it in half. (Clearspace = height/4) ¼x¼xx¼x¼xAPPLICATION ON A BACKGROUND Logo ALogo BColored VersionColored VersionIncorrect Logo Applications 1Logo C2Grayscale VersionDon’ts 1) Do not place the logo title on two lines. 2) Do not invert the logo symbol.343) Do not alter the colors of the logo outside the prescribed versions. 4) Do not rotate the logo on an angle. 5) Do not alter the font of the logo.56KayaCredit6) Never change the proportions of the logo horizontally or vertically or alter the appearance in any way.Kaya Credit Branding Manual 9 | 26PLACEMENT To ensure proper logo use, placement across all media invokes the message of professionalism, consistency, and attention to detail. The logo must always be placed in the optimal areas for visibility.Placement Across Media12Always follow proper clearspace. 1 & 2) In Advertisements Logo always on the lower right hand side of every promo. 3) In Presentations Only to be shown during the intro and outro slides of the presentation on the lower right hand side of the slide. 4) In Videos Only to be shown during the intro and/or outro of the video at the center.3- For intro: logo can be placed over the video for as long as it is clearly visible. if not, necessary adjustments to the video (e.g. blurring the background) must be made when viewing the logo. - For outro: logo must be the last element shown on a plain background.4SECTION 2 Typography Corporate Fonts Primary Font Secondary Font Font HeirarchyKaya Credit Branding Manual 11 | 26CORPORATE FONTS AND TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in our message. We have selected Montserrat and Raleway, which highlight how the company is fresh, profesionnal, yet still approachable.MONTSERRATPrimary FontBoldA B C D E F G HIJ K L MN O P Q R S T U V W X Y ZRegulara b c d efg hn o p qstrijkl mu v w xA B C D E F G HIyzJ K L MN O P Q R S T U V W X Y ZFiguresSpecial Charactersa b c d efg hin o p qrstv w x023$%! ¡1 “§ ”¶¢4 $ [u 5/ ]« ∑ € ® † Ω ¨j6()|7 ={ ⁄kØy 8? }l m` ≠z 9; ¿: ‘π ∙ ± ’æ œ @ ∆ ˚ ª © ƒ ∂ , å ¥ ≈ ç √ ~ µ ∞ … − ≤ < > ≥ ˘ › ‹ ◊ DownloadDirect link:https://fonts.google.com/specimen/MontserratKaya Credit Branding Manual 12 | 26CORPORATE FONTS AND TYPOGRAPHY Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in our message. We have selected Montserrat and Raleway, which highlight how the company is fresh, profesionnal, yet still approachable.R A L E WAYSecondary FontBoldA B C D EF G HIJK L MN O P Q R S T U V W X Y Z a b n RegularFiguresSpecial Characterscdefg hio p qrstv w xA B C D EuF G HjIkJl m yzK L MN O P Q R ST U V W X Y Zabcdefghiklmnopqrstuv w xyz01! “ ¡§ ”« ∑¶23$% ¢€ ®46$ / ( [†5] Ω| ¨j⁄7)={} Ø8?` ≠π9 ;¿ ∙±: ‘ ’æ œ @ Δ ˚ ª © ƒ ∂ , å ¥ ≈ ç √ ~ µ ∞ … − ≤ < > ≥ ˘ › ‹ ◊ DownloadDirect link:https://fonts.google.com/specimen/RalewayKaya Credit Branding Manual 13 | 26TYPOGRAPHY AND TEXT HIERARCHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy prsents lettering so that the most important words are displayed with hte most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of hte most common techniques for Kaya Credit layouts.Titles and HeadersMonserrat Bold Sentence case 100 pt type 100 pt leadingSubheaders and DescriptorsMontserrat Semibold UppercaseLorem Ipsum dolor sit CONSECTETUR50 pt type 72.9 pt leadingRaleway Light Italic LowercaseCONSECTETUR50 pt type 72.9 leadingRaleway Light Italic LowercaseConsectitur45 pt type 48 leadingBody TextRaleway Regular Sentence case 35 pt type 42 pt leadingAdipiscing elit.SECTION 3 Color System Corporate Colors Primary Color System Secondary Color System Gradients and ShadowsKaya Credit Branding Manual 15 | 26PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Kaya Credit identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media.Primary Color SystemPrimary Color Navy BlueExplanation: These colors have become a recognizable identifier for the company.Color Codes Hex RGB CMYKUsage: Use them as the dominant color palette for all internal and external visual presentations of the company.: #0F3E82 : R015 G062 B130 : C088 M052 Y000 K049Color Tones 100%80%60%40%20%The Color GradientPrimary Color GoldColor Codes Hex RGB CMYK: #0FFAA00 : R255 G170 B000 : C000 M033 Y100 K000Color Tones 100%80%60%40%20%The Color GradientKaya Credit Branding Manual 16 | 26SECONDARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Kaya Credit identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media.Color CodesSecondary Color System Explanation: These colors are complementary to our official colors, but are not recognizable identifiers of Kaya Credit. These should be used sparingly, that is, in less than 10% of the palette in one piece.Hex RGB CMYK: #e0694c : R224 G105 B076 : C000 M053 Y066 K012TonesColor Codes Hex RGB CMYK: #e6bf82 : R230 G191 B130 : C000 M017 Y043 K010Tones Usage: Use them to accent and support the primary color palette.Color Codes Hex RGB CMYK TonesGRADIENT AND SHADOW USE FOR ILLUSTRATION Gradients can be applied with the colors to achieve more dynamism and variety. To avoid a flat and stagnant look, drop shadows may be applied to show layering of illustrations/elements.: #4a82f7 : R74 G130 B237 : C70 M47 Y000 K003LET YOUR USERS PERCEIVE YOUR BRAND THROUGH ITS COLORSSECTION 4 Image Style Corporate Image Corporate Image Color Corporate Black & White Blending Modes and OptionsKaya Credit Branding Manual 19 | 26CORPORATE IMAGE : COLORED IMAGES Corporate images are responsible to transfer the values of Kaya Credit to our customers or potential customers. It is a composite psychological impression that continually changes with the ďŹ rmâ&#x20AC;&#x2122;s circumstances, media coverage, performance, pronouncements, etc. Kaya Credit uses various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.Sample Images Requirements: - modern and professional - family/people-oriented - positive - minimalistic look - sharp imagesKaya Credit Branding Manual 20 | 26CORPORATE IMAGE : BLACK & WHITE Corporate images are responsible to transfer the values of Kaya Credit to our customers or potential customers. It is a composite psychological impression that continually changes with the ďŹ rmâ&#x20AC;&#x2122;s circumstances, media coverage, performance, pronouncements, etc. Kaya Credit uses various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.Sample Images Requirements: - black and white colors - modern and professional - family/people-oriented - positive - minimalistic look - sharp imagesKaya Credit Branding Manual 21 | 26BLENDING MODES FOR IMAGES Image eďŹ&#x20AC;ects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements that are used in layouts. In the same way the support statement of the used images and raise application possibilities.Sample Images Requirements: - modern and professional - family/people-oriented - positive - minimalistic look - sharp imagesSECTION 5 The Mascot Corporate MascotKaya Credit Branding Manual 23 | 26CORPORATE MASCOT A mascot, more than a representation of what the company stands for, is also one of the ways for it to extend its arms to its audience in an approachable manner. A mascot is meant to humanize and concretize the image of a company as one of its evident and recognizable elements.Kash the Tiger Background: Kash is your average tiger with big dreams. Having a positive and optimistic outlook in life, he was able to raise up a lot of money. In fact, he is now a professional and has a family of his own. Realizing that he has been blessed so much, he has devoted his life to helping out others reach the same heights as he did because he wants them to live as comfortably and as happy as he does. If you need any ďŹ nancial help, Kash will deliver service and guidance that is A-OK! Usage: The mascot may be integrated with advertisements, presentations, and videos.SECTION 6 Social Media Social Media GuidelinesKaya Credit Branding Manual 25 | 26SOCIAL MEDIA GUIDELINES Consistent social media guidelines allow for... Currently, the only social media account of Kaya Credit is on Facebook..Facebook Post Dimensions121) Square Image Ideal size is 476 pixels square. Larger images will be scaled down while smaller images will be blurry. 2) Carousel Images will be cropped to fit a 300 x 300-pixel square.3300 pixels476 pixels3) Vertical Image Will be scaled to 476 pixels wide. Height will be adjusted but only until 714 pixels tall. If44) Horizontal Image Will be scaled to 476 pixels wide. Height will be adjusted accordingly.476 pixels 476 pixelsBrand VoiceHashtag UsageKaya Credit aims to connect the gap between lenders and borrowers. As such, the voice should exude the following characteristics:Hashtags vary per campaign. As much as possible, the word “kaya” is retained and emphasized as a reference to the application.- cheerful - hopeful - knowledgeable - professional but still approachable In particular, responses to comments or chatbox interactions should be: - optimistic - upbeat - positive - clear and concisePosting Campaigns must be planned beforehand and only 2-3 non-consecutive posts are allowed every week (e.g. you cannot post on a Monday and then on a Tuesday).Design and Brand Guidelines KAYA CREDIT by AYANNAHCONTACT AddressPhone & FaxOnlineAyannah Business Solutions, Inc. Unit 3003, Jollibee Plaza F. Ortigas Jr. Road, Ortigas Center Pasic City, 1605 Metro ManilaPhone: Fax:Email: Website:+63 (2) 634 8320 +63 (2) 636 1454help@kayacredit.com www.kayacredit.com www.ayannah.comPrepared by: Clive R. EspaĂąol 2018
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