Visual Marketing Guidelines 2016 - NKBA › wp-content › uploads › 2017 › 06 › ... ·...

Visual Marketing Guidelines 2016

Designed by Sandra Gjesdahl; Photo by Cory Holland

Version 1A, Released February 2016.

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Contents

Introduction 3NKBA Rebranding 4The NKBA logo 5Logo Don’ts 7The NKBA Alternate logo 8The NKBA Chapter logo 9The Official KBIS logo 10The Annual Location KBIS logo 11The NKBA U logo 12The NKBA 30 UNDER 30 logo 13Color Palette 14Color Palette Do’s & Don’ts 15Fonts and Typography 17Fonts and Typography Do’s & Don’ts 18Logo Placement Do’s & Don’ts 20Photography Do’s & Don’ts 21Text and Narrative Do’s & Don’ts 23Print Ad Do’s & Don’ts 24Digital Banner Ad Do’s & Don’ts 28Vertical Print Ad Do’s & Don’ts 30Social Media 32Questions? 33

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Introduction

The following visual guidelines for the NKBA are meant to help establish a consistent brand identity across multiple graphical platforms including (but not limited to) printed collateral, general marketing, email campaigns and online advertising All of the NKBA collateral should exemplify the globally accepted standards of clean, modern design Since the NKBA brand is associated with vendor brands as well, the NKBA pieces should always maintain a graphical appearance and style that is aligned with the highest interior design standards

The updated design of the NKBA uses imagery as its main focal point—showcasing professional photography of award-winning kitchen and bath interiors Designers should strive to showcase the photography at its fullest while keeping copy and messaging secondary to the image The new look of the NKBA allows the well-designed kitchen and bath interiors to speak for themselves

Visual Goals:• Concise• Simplistic• Modern• Fresh• Sleek• Elegant• Forward-thinking• Well-designed• Credible• Sophisticated

Avoid all that is:• Cluttered• Clunky• Chaotic• Confusing• Overwhelming• Generic• Expected• Bulky• Overly colorful

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For the NKBA rebranding, the look and feel has been updated to portray a contemporary, strong, and progressive organization. The new logo focuses on the idea of constant improvement and cohesiveness, highlighting that the industry is always evolving and developing innovative and new ideas. The letters visually connect and reinforce each other, symbolizing greater strength through association. The NKBA acronym has been kept intact due to its strong brand equity, with the K and B called out in a different color to draw the eye on the brand’s core expertise. The color purple was used to represent luxury, leadership and ambition and gray to signify balance and sophistication.

NKBA Rebranding

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The NKBA logo

Primary: One Color: Knockout:

One Color:Primary: Knockout:

NOTE: To maintain the prominence of the K and B, they are knocked out when the logo is placed on a dark background.

This is the preferred logo configuration, to be utilized when vertical space allows the full name to be placed underneath. Please see page 14 for the official Color Palette.

At a horizontal size of 1-inch or less, the gradient is not utilized, and the full name underneath is set in the same color as the K and B. The relative size of the name is also increased so the the H in BATH is aligned with the A in NKBA.

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The NKBA logo

NOTE: The NA portion of the NKBA logo gradient consists of percentages of NKBA Gray at an angle of -37°. See precise settings below.

NOTE: The KB portion of the NKBA logo gradient consists of percentages of NKBA Purple PMS 2695 at an angle of -37°. See precise settings below.

C: 87 M: 96 Y: 40 K: 50

NOTE: The KB portion of the NKBA logo gradient consists of variations of the 4-color NKBA Purple at an angle of -37°. See precise settings below.

C: 50 M: 55 Y: 10 K: 0

C: 87 M: 96 Y: 40 K: 50

Gradient Specifications:Buffer Zone:

0.125 X

X

0.125 X0.125 X

0.125 X

Y

0.125 Y0.125 Y0.125 Y

0.125 Y

0.0625 Y

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Logo Don’ts

Don’ts 1 DO NOT distort the logo This includes stretching, blurring or beveling 2 DO NOT use the logo as text 3 DO NOT retypeset in any way 4 DO NOT change the size ratio of the logo and name. 5 DO NOT alter the color of the logo 6 DO NOT crop out any portion of the logo 7 DO NOT place in a holding element 8 DO NOT reproduce the logo in a gradient 9 DO NOT use poor quality logos or logos that have been reproduced in low resolution 10 DO NOT use special effects such as a drop shadow. 11 DO NOT use former brand logos

EDUCATION: MAKE YOUR MARK

1 2 3

654

987

1110

8

The NKBA Alternate logo

Alternate Primary: Alternate One Color: Alternate Knockout:

Alternate One Color:Alternate Primary: Alternate Knockout:

When there is not enough vertical space to place the full name below the logo, it will be placed to the right, on the same baseline

DO NOT use the NKBA logo without the full name spelled out either below it or to the right The only approved use of the NKBA wordmark without the full name is for chapter logos (see page 9)

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The NKBA Chapter logo

The NKBA chapters are located in the United States and Canada, each with their own officers, chapter meetings, networking events and logo The logo features the NKBA logo, but the full association name is replaced with the chapter name

Chapter names should align with the K in the logo and extend horizontally to the end of the A. If the chapter name extends beyond the A, it should drop to a second line. Chapter names should be Helvetica Neue Regular in size 28 pt. in NKBA purple (see page 14).

At a horizontal size of 1-inch or less, the gradient is not utilized. There are no modifications to the 1-inch versions for One Color and Knockout

Primary:

Alabama Chapter


Florida Treasure CoastChapter

Alabama Chapter Alabama Chapter Alabama ChapterAlabama Chapter

X

0.125 X

0.125 X

0.125 X

0.125 X

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The Official KBIS logo

The connection between the NKBA and its flagship conference is strengthened with the cohesive, overlapping typography, color scheme, and signature gradient Additionally, the emphasis on the K and B between the two logos brings a new level of synergy to these complementary brands

Primary:


At a horizontal size of 1-inch or less, the gradient is not utilized. There are no modifications to the 1-inch versions for One Color and Knockout

X

0.125 X

0.125 X

0.125 X

0.125 X

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The Annual Location KBIS logo

The KBIS logo is designed to offer color flexibility. When used in conjunction with the annual event, the color of the K and B will change along with the year This color will be chosen annually by the NKBA The location, month and days will be the same color as the I and S. The year will be the same color as the NKBA chosen color.

Location One Color:Location Primary: Location Knockout:

LOCATIONJANUARY 00-002017


Primary:


One Color: Knockout:


At a horizontal size of 1-inch or less, the gradient is not utilized, and the full listing underneath is set in the same color as the K and B. The relative size of the month and days are also increased.

NOTE: The marsala red used in the above is soley for example purposes.

X

0.125 X

0.125 X

0.083 X

0.125 X


0.125 X

0.05 X

0.025 X

0.025 X0.083 X

0.083 X



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The NKBA U logo

NKBA University is the go-to source for professional development across multiple disciplines, with an emphasis on up-to-the-minute techniques, styles, technology and information Accordingly, the NKBA University logo uses a dynamic, modern re-imagining of the U icon that unmistakably incorporates the NKBA logo

Primary:


At a horizontal size of 1-inch or less, the gradient is not utilized, and the word “University” is set in the same color as the K and B. The color of the U remains as is in the primary version. There are no modifications to the 1-inch versions for One Color and Knockout.

0.125 X

X

0.125 X0.125 X0.125 X

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The NKBA 30 UNDER 30 logo

The thirty talented young individuals who are recognized by the prestigious NKBA 30 Under 30 program represent the up-and-coming leadership of the next generation of kitchen and bath professionals The updated program logo captures the vitality and cutting-edge dynamism this group personifies.

Primary:

0.125 X

X

0.125 X0.125 X0.125 X


At a horizontal size of 1-inch or less, the gradient is not utilized, and the words “Thirty Under” are set in the same color as the K and B. There are no modifications to the 1-inch versions for One Color and Knockout.

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The NKBA color palette consists of primary and second ary colors The consistent use of these colors will create recognition and strengthen the identity The NKBA logo should always appear in a neutral, but legible color in comparison to its graphical surroundings

NOTE: Grays may be varied slightly as needed for copy if placed against or over a dark background

NKBA Gold may be substituted for the NKBA CTA Teal if placed against or over a dark background

Color Palette

Primary (Neutrals):

Secondary (Accents):

NKBA Gold C: 0 M: 35 Y: 85 K: 0#FBAF3F

NKBA CTA Teal C: 100 M: 0 Y: 40 K: 45#006D6E

NKBA Purple C: 87 M: 96 Y: 40 K: 43#2F1A45

NKBA Gray C: 32 M: 29 Y: 35 K: 0#B1A99E

Pantone (Neutrals):

NKBA Purple PMS 2695

NKBA Gray PMS 401

NKBA U Purple C: 65 M: 70 Y: 20 K: 20#2F1A45 70% Tint

NKBA U Purple PMS 2695 70% Tint

NKBA Body Copy C: 0 M: 0 Y: 0K: 70#6D6E70

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Do’s • Utilize the palette in a manner that is consistent with the examples to follow in these guidelines. Use your best judgment when choosing from the main palette for body copy Copy should be legible but not distracting • Use the palette to establish hierarchy • Body copy should not be darker or bolder than headlines unless necessary to be legible • Use the secondary colors only as necessary for emphasis • Any action item or call to action as well as seperator rules should always use the NKBA CTA Teal, unless a dark background calls for NKBA Gold • Colors used behind copy should always either be white (at 70-90% opacity) or the defined NKBA Purple. Use your best judgment as to which color works best with the overall image Copy blocks should not be distracting

Color Palette Do’s & Don’ts

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Don’ts • DO NOT add colors to the palette. Secondary colors can be modified slightly as needed to work with the piece; however, new colors should not be added • DO NOT use the secondary palette as background colors • In addition, do not stack colors bars of various colors on top of each other in a design. See examples on page 27. • DO NOT use the NKBA CTA Teal as a header color at any time This is reserved for emphasis or call to action text only • DO NOT add patterns or shadows to any colored elements • 100% opaque background colors can be used in situations such as: • If the image is not tall enough and a solid color has to be used at the bottom, use the NKBA Purple • The image is too busy and a semi-transparent overlay makes the messaging illegible • When design considerations call for an opaque area on which to show type or logo



Color Palette Do’s & Don’ts

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The NKBA typography consists of one main typeface: Helvetica Neue. This typeface comes in a variety of weights and offers flexibility of use. Commitment to this typeface will create a consistent and strong identity This typeface should be used in all possible scenarios (with the exception of online marketing and the NKBA website which might need alternate fonts)

Helvetica Neue Ultralight or Light should be used as often as possible for large headlines to exemplify the simplicity and cleanliness of the brand As typogra phy gets smaller, please use the various weights of Helvetica Neue with discretion. Avoid clunky/heavy bold fonts at all costs Always strive for legibility in the most simplistic, lightest weight font possible Printed collateral should always use Helvetica Neue (of various weights) for all copy (with the exception of the logo and any calls to action)

Helvetica Neue Ultralight Helvetica Neue UltraLight ItalicHelvetica Neue Light Helvetica Neue Light Italic Helvetica Neue Regular Helvetica Neue Medium Helvetica Neue BoldAdditional/Alternate Fonts: Freight Pro Bold - for all action items or calls to actionHelvetica Standard - as needed for body copy onlyArial Regular - as needed for web-safe copy

Fonts and Typography

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H 1 Headline in HN Ultralight NKBA PurpleH1 Headline in HN Light NKBA PurpleH1 HEADLINE IN HN LIGHT NKBA PURPLEH2 Subhead in HN Medium NKBA Gold

H3 HEADLINE IN HN MEDIUM CAPS NKBA Gold

H4 & Emphasis Copy in HN Bold

Body or descriptive copy in HN Light (here is 9pt with 14pt line spacing).

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Do’s Use various weights of Helvetica Neue to create structure, clarity and emphasis. The ultimate goal is to keep typography clean, simple and elegant Copy should be secondary to imagery and not be distracting or overpowering • H1 Headlines and Titles: Use Helvetica Neue Ultralight or Light for main headers and titles in a large pt size. Ultralight is prefered for largest font.• H2 & H4 Titles: Use Helvetica Neue Medium and Bold (respectively) in a pt size smaller than any main titles, but larger than body copy • H3 Titles: Helvetica Neue Medium in NKBA Gold CAPS can be used as needed for additional titles NOTE: Use title styles at your discretion based on the overall composition of the design. Subhead styles can be swapped if needed; however, main titles should always conform to the above rule • Body Copy: Always HN Light (for larger text) or Regular (for standard size text) for body copy and description copy. Use your best judgment for approriate font weight Body copy should always be a lighter gray (or at least a thinner weight of the font) than the main headline unless a darker color is necessary for legibility • Paragraph Line Spacing: Maintain consistent line spacing in blocks of copy Line spacing should always be 5-7pts more than the text pt size. • For example, if the body copy is 12pt font, the line spacing should be 18 or 19pt • Leave breathing room between headers or emphasis copy and following body copy. See example to the left.• Calls to Action or Action Items: Use Freight Pro Bold in NKBA CTA Teal for action items NKBA Gold may be substituted for the NKBA CTA Teal if placed against or over a dark background. Since the call to action or action item font is different than surrounding copy, it is not necessary to use a large pt size. A few pts larger than the chosen body copy size is sufficient.• Exception for online pieces: In-line text links should be a bold version of the body copy font in NKBA CTA Teal

Fonts and Typography Do’s & Don’ts

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Lorem Ipsum DolorDon’ts • DO NOT use weights greater than Helvetica Neue Medium for main titles or large copy • DO NOT use Helvetica Bold in all CAPS at any time.• DO NOT use the CTA Teal as a header color at any time This is reserved for emphasis or call to action text only • DO NOT add drop shadows or strokes to any copy • DO NOT use fonts other than Helvetica Neue for copy, unless required for web-safe fonts

Fonts and Typography Do’s & Don’ts

HEADLINE OR TITLE

HEADLINE OR TITLE

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Lorem Ipsum Dolor

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Logos should always be left or right-justified in any piece. The logo should always be placed either at the top or the bottom of the design When using multiple logos, they should be of the same size and placed next to one another in one of the justified page corners

Do’s • If possible, use the primary version of the logo • Logos should be scaled down and placed in the upper or lower corners of the design • Be sure to leave proper clearance around the NKBA logo (see page 6)

Don’ts• DO NOT center the logo • DO NOT cover up important imagery with the logo • DO NOT use a logo that has its own background color on top of a photo or a copy bar • DO NOT use large logos that take away from the imagery or compete with the overall cohesiveness and layout of the design

Logo Placement Do’s & Don’ts

Do’s

Don’ts

Designed by Judith Wright Sentz, AKBD; Photo by Dale Lang

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Photography should be the main focus of all printed and online collateral for the NKBA

Avoid stock photography of any kind Avoid using interior shots that are highly warped due to wide-angle lenses

Do’s • Showcase as much as the photograph as possible. It should be the main focus of any design piece • When using part of an image, make sure the composition feels clean, open and uncluttered • Utilize photographs that are well composed. A well-designed space does not translate as such if the photograph is taken from an awkward angle

Photography Do’s & Don’ts

Designed by Judith Wright Sentz, AKBD; Photo by Dale Lang

Designed by Tanya L. Woods, AKBD; Photo by Falguni Patel

Designed by Sandra Gjesdahl; Photo by Cory Holland

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Don’ts • DO NOT use partially colored images with black and white backgrounds • DO NOT put borders around the imagery or crop in an awkward way • Avoid using multiple photographs in one piece unless necessary to show a kitchen and bath • Avoid photographs shot with a wide-angle lens (ex: images that are obviously severely warped on the edges due to the lens angle) • NOTE: Most interiors HAVE to be shot with a wide angle. Use your best judgment as to whether or not the photograph has a lot of warping • If warped edges can be cropped out, the image is still usable • Avoid stock photography, most notably: • Obvious-looking stock photography (ex: Group of people laughing) • Obviously staged people/models (ex: handyman showing a smiling person how to measure something) • Icons • Staged interiors. The NKBA has myriad photography, use their library of images

Photography Do’s & Don’ts

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The look of the NKBA is focused on photography as the feature It allows the award-winning professionally designed kitchen and bath photography to be the main focal point, and as such will speak for itself Therefore, text and narrative should always be kept to a minimum

Make sure that all creative utilizes the fewest number of words possible with simple, well-understood, clear messages Each piece should include a call to action on the part of the audience that conveys immediacy

Do’s • Include short sentences and phrases • Include action items and action verbs • Include bullets when referencing a list of points • Reference the National Kitchen & Bath Association as such for all first references, according to Associated Press style guide • Reference the NKBA as the NKBA upon all references when referring to the organization itself.• Spell out the numbers one through nine, and utilize numerical values for 10 and above • Do follow the appropriate color palette rules for all text

Don’ts • DO NOT include more than 400 words whenever possible • DO NOT refer to the NKBA as NKBA without “the” when referring to the organization itself.

Text and Narrative Do’s & Don’ts

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Print Ad Do’s & Don’ts

NKBA EDUCATIONMake Your MarkLorem ipsum dolor sit amet, consecteturadipisicing elit, sed,do, eiusmod temporincididunt ut labore et dolore magnaaliqua. Ut enim ad minim veniam, quisnostrud exercitation ullamco.

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www.nkba.org | 1.800.THE.NKBA

NKBA EDUCATIONMake Your MarkLorem ipsum dolor sit amet, consectetur adipisicing elit, sed,do, eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco.Laboris nisi ut aliquip ex ea commodo consequat. Duie aute irure dolor in reprehe nderit in voluptate velit esse Enroll Today!


Do’s Do’s


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NKBA EDUCATIONMake Your MarkLorem ipsum dolor sit amet, consecteturadipisicing elit, sed,do, eiusmod temporincididunt ut labore et dolore magnaaliqua. Ut enim ad minim veniam, quisnostrud exercitation ullamco.

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Do’s Do’s


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Do’s


Do’s100% opaque background colors can be used in situations such as:• If the image is not tall enough and a solid color has to be used at the bottom, use the NKBA Purple • The image is too busy and a semi-transparent overlay makes the messaging illegible • When design considerations call for an opaque area on which to show type or logo


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NKBA EDUCATION: MAKE YOUR MARKLorem ipsum dolor sit amet, consectetur adipisicing elit, sed,do, eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco.Laboris nisi ut aliquip ex ea commodo consequat. Duie aute irure dolor in reprehe nderit in voluptate velit esse.

www.nkba.org 1.800.THE.NKBA

Don’ts • Use solid black, bold headlines • Use secondary palette as background colors • Use solid color overlays across an image • Use logos with their own background color

Don’ts • Center content in a print ad • Use secondary palette as background colors • Use solid color overlays across an image • Use bold headers • Use CTA Teal as a title color • Use solid black copy • Use logos with their own background color • Center the logo • Block the image with heavy copy

Don’ts • Use solid color overlays across an image • Use logos with their own background color • Use dropshadows • Block the imagery with heavy copy blocks.

Don’ts • Mask color overlays • Use bold titles • Use CTA Teal as a title color • Use solid black copy • Use logos with their own background color • Center the logo • Block the image with heavy copy

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NKBA EDUCATION


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MAKE YOUR MARK


NKBA EDUCATION

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Make Your Mark


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Digitial Banner Ad Do’s & Don’ts

LOREM IPSUM DOLOREnim Adminim Veniam et CommAdditional Information | Month 22-25, 2015

LOREM IPSUM DOLOREnim Adminim Veniam et CommAdditional Information | Month 22-25, 2015

LOREM IPSUM DOLOREnim Adminim Veniam et Comm

Additional Information Month 22-25, 2015

Do’s • Use semi-transparent overlays • Use the color palette to emphasize secondary copy. • Place the logo in a corner • Show as much of the image as possible. • Minimize copy.

Do’s • Use semi-transparent overlays • Use the color palette to create hierarchy • Place the logo in a corner • Show as much of the image as possible.• Use primary version of logo if possible

Do’s • Place copy and/or logo directly on top of an image only if it is completely legible • Use the color palette to emphasize secondary copy. • Place the logo in a corner • Show as much of the image as possible.


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Digitial Banner Ad Do’s & Don’ts



LOREM IPSUM DOLOREnim Adminim Veniam et CommAdditional Information Month 22-25, 2015



Don’ts • Use secondary palette as background colors • Use solid color overlays across an image • Center logos or place them over an image in a distracting manner • Use drop shadows • Use heavy, bold typography • Be inconsistent with justification.

Don’ts • Use secondary palette as background colors • Use solid color overlays across an image • Place the logo where it overlaps both the image and color bar • Use heavy, bold typography • Block or cover up the main image with color bars and messaging • Use an indecipherable image

Don’ts • Center the logo • Place the logo in a distracting location • Center justify copy. • Use solid black, bold copy • Place copy on top of an image UNLESS it is legible (without having to be bold in weight or black in color)


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Vertical Print Ad Do’s & Don’ts

LOREM IPSUM DOLOR SIT AMET VELITConsequetir Elid Sed DoLorem ipsum dolor sit amet, consectetur adipisicing elit, sed,do, eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco.Laboris nisi ut aliquip ex ea commodo consequat. Duie aute irure dolor in reprehe nderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur, Excepteur sint occarcat cupidatat non proident. Enroll Today!






Do’s • Use semi-transparent overlays • Use the color palette to emphasize secondary copy. • Place the logo in a corner • Show as much of the image as possible.• Keep typography simple and concise • Utilize the CTA Teal for all action items, unless a dark background calls for NKBA Gold


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Vertical Print Ad Do’s & Don’ts

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dolor in reprehe nderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur, Excepteur sint occarcat cupidatat non proident.


LOREM IPSUM DOLOR SIT AMET VELIT

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SIT AMET VELIT


LOREM IPSUM DOLOR


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LOREM IPSUM DOLOR SIT AMET VELIT

Don’ts • Center content in an ad • Use secondary palette as background colors • Use solid color overlays • Use dropshadows • Use bold headers • Use CTA Teal as a title or background color • Use solid black copy • Use logos with their own background color • Center the logo • Block the image with heavy copy


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Social Media

Connect with colleagues, companies and consumers with the NKBA social media communities. Social media platforms include, but are not limited to:

• Facebook• Twitter • Pinterest• LinkedIn

• Google+• YouTube• Instagram

CopyAll copy should align with the guidelines outlined in the Fonts and Typography section on page 17 to create a consistent tone, voice, and brand. Social media communication should be conversational, friendly, relevant, interesting and appropriate at all times

Imagery Avatars, profile, and background images can be extensions of your web presence. For profile images, the primary version of the logo (see page 5) should be used whenever possible. If the platform profile image size is small where legibility becomes an issue, use the 1-inch or less version (see page 5)

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For any questions or comments regarding The NKBA Visual Marketing Guidelines 2016, please contact:

Loren BarrowsDirector of MarketingNational Kitchen & Bath Association908-813-3792 lbarrows@nkba org

Ryan LanceMarketing ManagerNational Kitchen & Bath Association908-813-3783 rlance@nkba org

Questions?

mailto:lbarrows%40nkba.org?subject=lbarrows%40nkba.org

mailto:rlance%40nkba.org?subject=rlance%40nkba.org

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