Brand Guidelines - Knewton · PDF fileKNEWTON BRAND GUIDELINES 3 The Knewton Brand...

Brand GuidelinesKnewton Visual Communications

K N E W T O N . C O M U P D AT E D 0 7 | 2 0 1 6

2K N E W T O N B R A N D G U I D E L I N E S

03 Introduction

04 Corporate Logo

10 Typography

13 Color

19 Photography

21 Graphics

25 Integrated Examples

T A B L E O F C O N T E N T S


The Knewton Brand

I N T R O D U C T I O N

The Knewton brand is more than a logo. It’s a set of design elements that express the essence of our company. Everything we promise, build, and deliver reflects the Knewton brand.

Knewton is a global company with a presence on every continent except Antarctica. This international reach makes it essential that we communicate in a clear and consistent way across presentations and emails, at conferences and events, and in our products and those of our partners, from London to Tokyo to São Paulo.

Adhering to brand guidelines will teach people to associate Knewton with the values it stands for. Consistency reinforces our mission: to personalize learning for the world.

Please follow these guidelines when making and evaluating creative decisions in product design, marketing, partnerships, and all other external and internal communications.


Proper Usage

The Knewton logo consists of two parts: the atom and the logotype. The logo is most often used in full color or knockout, but can also be used in a monochrome when appropriate.

The full color logo should be used only on white or light backgrounds (less than 5% tint).

The knockout logo should be used only on solid dark backgrounds or backgrounds that provide suitable contrast such as solid, dark areas in photographs.

The monochrome logo is mainly for use on partner products and collateral.

Full color

Clear space is determined by Knewton letter height.

Knockout

Monochrome

C O R P O R A T E L O G O


Incorrect Usage

Size

Don’t change the scale of the atom with respect to the logotype. This includes spacing between each element, proportions of the letters, etc.

Color

Changing the color of the logo is forbidden, even when using other brand colors.

Separation

The logotype should never be used without the atom. However, in special cases such as a favicon or button, the atom can be used without the logotype.

Photography

The full color logo should never be used on top of photography. Use knockout logo instead.

Backgrounds

The full color logo should never be used on dark colors or busy patterns.

Effects

Popular effects such as drop shadows, bevels, emboss, and gradients should not be used on the logo.



Ingredient Branding Logo

Stacked Ingredient Branding

Inline Ingredient Branding

What Is Ingredient Branding?

Ingredient branding is a marketing strategy where a component or ingredient of a product or service is pulled into the spotlight and given its own identity. Popular examples of this are “Intel Inside” or “BP gasoline with Invigorate”.

Promotional materials for Knewton-powered products should include the Knewton or “Powered by Knewton” ingredient brand. This includes materials for websites, print collateral, and presentations.

The ingredient branding logo is available in full color, knockout, and monochrome. It comes in two lock-ups; stacked (vertical) and inline (horizontal). Partners are welcome to use either lock-up as long as appropriate clear space is given around Knewton branding.



Ingredient Branding Knewton Font

Museo Sans 500 Italic

Font Size

Font Color

Powered by Knewton

Match the font size of “Powered by Knewton” to the text size

for your product.

On white or light background use:

#636363

On color background use:

#FFFFFF (White) at 75% opacity

Powered by Knewton

Powered by Knewton

Powered by Knewton

C O R P O R A T E L O G OC O R P O R A T E L O G O

Powered by Knewton If not able to use the Knewton Ingredient Branidng Logo

within product UI and Museo Sans, the Knewton primary font,

is available, use Museo Sans 500 Italic.


Ingredient Branding Partner Font

Your Product Font in Italics

Powered by Knewton

Powered by Knewton

POWERED BY KNEWTON

Font Size

Font Color

If not able to use the Knewton Ingredient Branidng Logo and

Museo Sans is unavailable, use the product font in italics.

Match the font size of “Powered by Knewton” to the text size

for your product.

On white or light background use:

#636363 or Black at 75% opacity

On color background use:

#FFFFFF (White) at 75% opacity

POWERED BY KNEWTON

Powered by Knewton

Powered by Knewton



In addition to the corporate logo, Knewton has sub-brands for internal and external communication, events, and sample products. Knewton employees are known as Knerds. Logotypes for sub-brands use Knewton fonts.

New sub-brands should be created sparingly and require approval from Marketing. If you are considering a sub-brand, please contact [email protected]

Sub-Brands

Knerd Logotype

N choose K Logotype

Knewton Symposium Logo



Museo Sans is Knewton’s primary typeface. It is a sturdy, low-contrast, geometric, highly legible sans-serif typeface well suited for display and text.

The Museo Sans Open Type font family has many features including ligatures, automatic fractions, proportional/tabular lining, old-style figures, numerators, denominators, superiors and inferiors.

To receive a license and a copy of the font files, please contact [email protected]

Museo Sans

Museo Sans 100/300/900

Museo Sans 100/300/900

Museo Sans 300

Museo Sans 700

Museo Sans 900

KNEWTON IS THE FUTURE

Knewton is the future



K N E W T O N I S T H E F U T U R E

45pt+ display header all caps. Use in large-format print

collateral, website, and display headers with short copy.

45pt+ display header sentence case. Use in large-format print

collateral, website, and display headers with short copy.

12pt subheader. Use for subheaders and callout paragraphs.

Can be used for callout quotes.

12pt section header sentence case. Use for section headers and

table of contents headers in print collateral such as white papers.

8pt+ header small caps. Use for pagination headers.

Can also be used for subsection headers.

T Y P O G R A P H Y


Charter

Charter is a secondary font used in body copy.


Charter Roman

Charter Bold



Use for all longform body copy at 9pt with 16pt leading in

both print and digital.

Use for emphasis in all longform body copy at 9pt with 16pt

leading in both print and digital. Can also be used for footnotes

at 7.5pt size.

T Y P O G R A P H Y


Noto

Arabic

Chinese

Japanese

Russian

التعليم هو المستقبل

教育是未来

教育が未来であります

Образование будущего

Used for headlines and body copy in both print and digital

when other fonts are not available.







T Y P O G R A P H Y

Noto is used to support international markets that use

alphabets that are not available in Museo Sans or Charter.

Noto is used for both headline and body copy.

To receive a license and a copy of the font files, please contact

[email protected]


Museo Slab & Proxima Nova

Museo Slab is used as an accent headline in digital assets such as video titles.

Proxima Nova is used in presentation materials such as pitch decks and keynotes where Museo Sans or Charter isn’t supported, e.g., Google Docs.


Museo Slab 300/900

Museo Slab 500/900

Proxima Nova Regular

Proxima Nova Bold

1234567890*




Can be used for numerals in large- and small-scale formats as

well as subheader.

Can be used for numerals in large- and small-scale formats as

well as headers in print collateral.

Main typeface used in Knewton presentations. Use for short,

descriptive paragraphs, shortform copy, and charts.

Main typeface used in Knewton presentations. Use for

presentation headers. Can also be used for emphasis within a

paragraph.

T Y P O G R A P H Y


Primary Palette

W H E N T O U S E

Knewton Blue should be present across all materials. River and Midnight can be used liberally. Concrete and Slate are mainly for text and graphics; they should never be used as a primary palette on a piece of collateral.

White space is always welcome.

Knewton Blue

94 2 20 0

000 171 199

#00abc7

3125 C

River

100 35 15 10

000 119 165

#0077a5

2150 C

Midnight

100 80 43 46

004 034 072

#042b48

7463 C

Concrete

38 27 27 0

163 170 173

#a3aaad

429 C

Slate

65 56 53 29

085 087 089

#555759

425 C

CMYK

RGB

Hexcode

Pantone

C O L O R


W H E N T O U S E

Knewton’s secondary palette is warm and enticing. It conveys the dynamic energy of Knewton’s brand. Audience and setting will determine how extensively these colors should be used: more freely for a conference of K–12 teachers, sparingly in a formal business presentation.

Secondary Palette

Canary

0 6 98 0

255 229 000

#ffe500

803 C

Orange

0 72 98 0

243 108 036

#f36c24

1585 C

Pink

5 86 0 0

226 073 154

#e2499a

232C

Purple

48 94 5 0

149 054 142

#95368e

513 C

CMYK

RGB

Hexcode

Pantone

C O L O R


Tertiary Palette Level 01 Tints

W H E N T O U S E

These tints are used minimally across the Knewton brand. Their main purpose is to add depth to graphics (e.g., charts in a white paper) or to add more dimension to a consumer infographic.

These tints should never be used as primary palette.

Blue Tint 01

21 0 5 0

198 232 239

#c6e8ef

–

Yellow Tint 01

0 2 28 0

255 244 195

#fff4c3

–

Orange Tint 01

0 18 19 0

253 214 197

#fdd6c5

–

Pink Tint 01

0 25 0 0

249 203 223

#f9cbdf

–

Purple Tint 01

7 21 1 0

231 204 224

#e7cce0

–

Grey Tint 01

9 7 7 0

229 228 228

#e5e4e4

–

CMYK

RGB

Hexcode

Pantone

C O L O R


Tertiary Palette Level 02 Tints

W H E N T O U S E

These tints, like the Level 01 Tertiary Tints, are used minimally across the Knewton brand. They are to be used in extreme situations where further depth is needed: a character animation, or a graph with many levels of information. These should be rarely seen in collateral.

Blue Tint 02

7 0 2 0

234 246 247

#eaf6f7

–

Yellow Tint 02

0 1 10 0

255 250 231

#fffae7

–

Orange Tint 02

0 7 6 0

254 238 231

#feeee7

–

Pink Tint 02

0 8 0 0

253 237 244

#fdedf4

–

Purple Tint 02

2 8 1 0

246 234 240

#f6eaf0

–

Grey Tint 02

4 2 2 0

241 243 244

#f1f3f4

–

CMYK

RGB

Hexcode

Pantone

C O L O R


Tertiary Palette Shades

W H E N T O U S E

The Tertiary shades are used minimally in printed material, but their use becomes more flexible across digital assets. For example, Engine Red and Green become more appropriate in products, while the other colors are to be used as shadows in animations. Obsidian can be used with Knewton’s primary palette when needed.

Sun Flower

0 20 100 0

255 203 005

#ffcb05

–

Engine Red

11 95 90 2

211 049 049

#d33131

–

Magenta

5 100 10 15

196 000 112

#c40070

–

Plum

58 100 0 30

100 018 109

#64126d

–

Green

75 3 100 0

062 175 073

#3eaf49

–

Obsidian

85 70 65 70

018 032 036

#122024

–

CMYK

RGB

Hexcode

Pantone

FPO

C O L O R


Branded Images

• Warm, unguarded, in-the-moment

• Minimalist composition

• Rich, bold pops of color

• Clean lines

• Crisp closeups

P H O T O G R A P H Y


Head Shots

• Warm and authentic expression

• Minimalist composition

P H O T O G R A P H Y


Charts and Graphs

Knewton represents complex data in simple visuals using icons, shapes, and colors.

G R A P H I C S


Iconography

Knewton uses simple line art to support specific values or points such as company facts, student recommendations, platform technology, and efficacy rates.

G R A P H I C S


Illustration

Knewton’s style in background and illustration is inspired

by our technology: dynamic, evolving, vibrant. Simple shapes

and bright colors overlap, demontrating Knewton’s complexity

and depth.

Illustrations are used as website and video backgrounds,

information graphics, and efficacy charts.

G R A P H I C S


Pattern

G R A P H I C S

Backgrounds and patterns draw inspiration from Knewton

technology: dynamic, kinetic, evolving, vibrant. They

make liberal use of the secondary palette and may include

references to the graphs and data structures used in

adaptive learning.


Web

Print

Video

The Knewton Brand

I N T E G R A T E D E X A M P L E S

Address

100 5th Avenue, 8th Floor

New York, NY 10011

United States of America

Email

For questions or to request

assets contact:

[email protected]

C O N T A C T

K N E W T O N . C O M U P D AT E D 0 7 | 2 0 1 6

Brand Guidelines - Knewton · PDF fileKNEWTON BRAND GUIDELINES 3 The Knewton Brand...

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