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Brand Manual

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111 views

Brand Manual

Lesson 1

Uploaded by

jplalata
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 16

Brand Manual

is a document that explains how a brand should be presented in


public and how people should come into contact with it.

it contains all the important details relating to the font, colors


palette, spacing etc.

it guides the designers in the usage of the logo, to ensure that


everything is cohesive and is faithful to the brand’s philosophy
Corporate Identity Manual
CONTENTS
06. 09.
Logo Sizing Corporate
Slogan

01. 04. 07. 10.


Company Profile Logo Colors Improper use of Logo Typography

02. 05. 08. 11.


Mission/Vision Alternative Colors Clear Space Trademark
Statement Reqiurements

03.
Logo Name
COMPANY PROFILE
KIT KAT is a two or four bar pieces composed of three layers of
wafer, separated and covered by an outer layer of chocolate. Each
finger can be snapped from the bar separately.
The origin of the KitKat dates back to 1935 when the four-finger
wafer crisp chocolate bar was launched in London. It was known as
the “Rowntree’s Chocolate Crisp”. It was renamed to "KitKat Choc-
olate Crisp" two years later.

The world “Kit Cat” or “Kit Kat” for food, is said to be dated back to
the 18th century, where at the time, mutton pies known as Kit-Kats
were served at the Kit-Cat Club in London.
KitKat Corporate Identity Manual Company Profile
1
MISSION & VISION
Our Mission
Enhanceing quality of life and contributing to a healthier future.
Driven by our purpose we want to help shape a better world and inspire
people to live healthier lives. This is how we contribute to society and
ensure our long-term success.

Our Vision
We have defined three overarching ambitions for 2030 which guide
our work and support the UN Sustainable Development Goals.

KitKat Corporate Identity Manual Mission & Vision


2
LOGO NAME
The Kit Kat name originates from the late 17th century in
London, when a literary club met at a pie shop owned by
pastry chef Christoppher Catling. The group was called the
Kit Kat club and took its name from an abbreviated version of
the owner's name.

The KitKat red color is made to look appetizing and the circu-
lar shape made to enclose the letters to add frame to the logo.

The KitKat typeface made to look playful and friendly also it


has 3D effect to look like the bars of KitKat.

KitKat Corporate Identity Manual Logo Name


3
LOGO COLORS
The following are the colors chose to represent KitKat’s logo:
html: ffffff
pms: 0
C:0 M:0 Y:0 K:0
R:255 G:255 B:255

html: fbc9b6
pms: 489 C
C:0 M:24 Y:24 K:0
R:251 G:201 B:182

html: ec2028
pms: 485 C
C:1 M:99 Y:94 K:0
R:236 G:32 B:40

KitKat Corporate Identity Manual Logo Colors


4
ALTERNATIVE COLORS

WHITE BLACK COLOR REVERSED

The Alternative Colors are only to be used when there Use the reverse variant when a background is
is conflict in contrast. These colors are not to be used the same color from the logo or in contrast
primarily. of the logo color.

KitKat Corporate Identity Manual Alternative Colors


5
LOGO SIZING
Minimum Size

HEIGHT = 25.4 mm

WIDTH = 25.4 mm Horizontal lockup Vertical lockup


The logo minimum size must be
The horizontal and vertical arrangement of
25.4mm in height and 25.4mm
logo must be the same.
width.
KitKat Corporate Identity Manual Logo Sizing
6
IMPROPER USE OF LOGO
To maintain consistency of our logo, never do any of the following.

Do not squash and stretch Do not change the


Do not modify the logo Do not reposition the
the logo. color of the logo
in any way, such as elements in the logo.
adding visual effects,
angling, or rotating.

Do not add shapes and


elements beside, inside
or near the logo.

KitKat Corporate Identity Manual Improper Use of Logo


7
CLEAR SPACE REQUIREMENT

The following guidelines must be followed Clear Space


to ensure the logo to be presentable. 10.16 mm

10.16 mm

10.16 mm
The clear space of logo must be
equally 10.16 mm following its
minumum size of 25.4mm.
10.16 mm

KitKat Corporate Identity Manual Clear Space Requirement


8
CORPORATE SLOGAN
The slogan can be use beside the
logo in some marketing
applications.
The slogan is property and
trademark of kitkat.

Have a break, have a Kit Kat.

KitKat Corporate Identity Manual Corporate Slogan


9
TYPOGRAPHY
The typeface used for KitKat’s brand identity is Gotham Ultra Italic. The Slogan
typeface is Gotham Bold Italic.

Gotham Ultra Italic (Logo)


ABCDEFGHIJKLMNOPQRSTUVWXYZabcdef
ghijklmnopqrstuvwxyz1234567890

Gotham Bold Italic (Slogan)


ABCDEFGHIJKLMNOPQRSTUVWXYZabcd
efghijklmnopqrstuvwxyz1234567890

KitKat Corporate Identity Manual Typography


10
TRADEMARK
The company name, the logo, and others corporate identity
are trademarks owned by KitKat. The guidelines stated must
always be followed if given the permission for use.

If permission is given it is must always use copyright and


trademark in the logo and slogan.

Any form of transgression in the company guideline and


terms and condition will result of damaging the company
brand identity and the company will take legal action to the
matter.

KitKat Corporate Identity Manual Trademark


11
SAMPLE USAGE
FINAL PROJECT

OBJECTIVE: To be able to create a Brand Manual for “___________” that will serve as a guide in the
implementation of a consistent and cohesive branding design.

INSTRUCTIONS:

Create a Brand Manual composed of the following details about your new logo design for “______”

1. Company/Brand Profile 7. Improper use of Logo


2. Mission/Vision Statement 8. Clear space requirements
3. Brand/Logo Name 9. Corporate Slogan
4. Logo Colors 10. Typography
5. Alternative Colors 11. Trademark
6. Logo Sizing 12. Sample Usage

SPECS:
8.5 x 11, Landscape Orientation
Include COVER PAGE design
for the Sample Usage, provide at least three samples (collaterals)
Deadline of Submission Nov. 2, 2020, until 11:59pm only. Submission will be via canvas.

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