Kodiak Brand Guide April 2015 //kodiakptt.com/company/brand/
Table of Contents The brand is more than a logo 2 Communication 4 Tone & Style 4 Kodiak in Writing 4 Kodiak Marks & Logo 5 Standard Wordmark 5 Co-Marketing with Partners/Carriers 5 Reserved-Usage Marks & Graphics 6 Momentum Graphic 6 Mark Usage Requirements 7 Clear Space 7 Minimum Size 7 Logo Color Variations 8 Using the Kodiak Wordmark & Logo 8 Unacceptable Usage 9 Color Palette 10 Primary Colors 10 Support Colors 10 Accent Colors 10 Registrations & Trademark Attribution 11 Requirements for the Proper Use of Trademarks 11 Fonts/Typefaces 12 2
RELIABLE The brand is more than a logo The Kodiak brand is more than the total effect of our logo, products, tagline, trademarks, website, collateral materials, and presentations. It s everything that represents the company, and everyone who represents the company. It s how Kodiak is perceived within the marketplace and by our partners, customers, media, and competitors. The brand standards outlined in this guide empower anyone to represent the Kodiak brand in a manner that s consistent with Kodiak s vision, purpose, and reputation. INNOVATIVE CONFIDENT ADAPTABLE TRUSTWORTHY 3
Communication Tone & Style The Kodiak brand communication tone is best described as approachable, straightforward, and confident. The following suggestions should be used as a guideline when developing or editing materials for internal and external audiences: Write in a direct, conversational style. Tailor words to the intended audience. Use crisp, active sentences (He ran a marathon.) to give more life to the written word; avoid using passive voice (He had run a marathon.) Avoid overusing acronyms. Use short, simple words rather than large, cumbersome ones. Use the second person (you, your) rather than the third person, whenever possible. Use a minimum amount of jargon and colloquialisms to ensure writing is globally oriented and easily translated for use in other countries. Kodiak in Writing When the Kodiak name appears in writing or used as a trade name in text, Kodiak should begin with a capital K and be followed by the lower case odiak. The first K in Kodiak is always capitalized. Kodiak Kodiak s product kodiak KODIAK Kodiaks Kodiaks Kodiak should not be used in a plural form. (There s only one Kodiak.) Kodiak may be used in a possessive form when it refers to the company, but not as a product. 4
Kodiak Marks & Logo Standard Wordmark Kodiak Standard Wordmark (2 color) The Kodiak logo, as shown, is the standard corporate logo. There are some limitations to its use that must be followed if it is to be an effective means of maintaining the Kodiak brand. The Kodiak logo consists of the Kodiak wordmark. In the preferred version, the logo always appears in black with the logomark accent appearing in PMS 293. In the alternate versions, the logo is reversed out of the black badge in all white. The Kodiak wordmark is a unique piece of artwork. The proportion and arrangement of the logo have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand power. This identify system ensures uniformity across all corporate communications, including internal and external communications with third party partners and customers. Black Co-Marketing with Partners/Carriers When co-marketing with partners or carriers, the Kodiak wordmark should be supplied for use on their materials. Examples are those materials are as follows: Reversed (white) Promotional Materials Bannered emails Online advertising Print advertising Promotional Videos Online Events/Webinars Tradeshow/Event Graphics Event Banners (pop-up/table drape) 5
Reserved-Usage Marks & Graphics The Kodiak wordmark has also been paired with the Push Forward tagline to be used expressly for Kodiak-branded promotional marketing materials and events. Using this wordmark requires approval on a per item basis by the Kodiak Marketing department. RESERVED USAGE Kodiak Wordmark with Tagline The Kodiak wordmark with the tagline and the logo (bug) mark are a design elements created expressly for use only by product management, product marketing, and corporate marketing, as part of our product badging, software design, and branding templates. They are not to be used by individuals or organizations unless permission has been granted by the Marketing Department. Momentum Graphic Kodiak Logo (Bug) The Momentum Graphic is a representation of Kodiak s personality and purpose. It creates motion and gives rise to progress. The forward momentum it generates signifies Kodiak s commitment to pushing forward. The element borrows lines and angles from the Kodiak logo and arranges them side by side to illustrate professionals communicating and working in parallel toward a common goal. It should always move from bottom left to top right so the eye following it is looking forward. RESERVED USAGE 6
Mark Usage Requirements Clear Space To preserve the integrity of the Kodiak wordmark and logo, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space for the Kodiak logo and the alternative horizontal logo is defined in gray. The minimum clear space for the alternate vertical logo is also defined in gray. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size. Minimum Size The Kodiak wordmark retains its visual strength in a wide range of sizes. However, when the wordmark is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is determined by the width of the Kodiak wordmark, which should not be reproduced in a size smaller than one inch (1 ) in width for the preferred logo, 1.25 width for the alternate vertical logo, as illustrated. Consult Kodiak Marketing for guidance on acceptable wordmark and logo sizing. 7
Logo Color Variations The Kodiak logo should be reproduced in 2-color whenever possible. For specific color values to use when reproducing the logo (spot or PANTONE, 4-color process, RGB), refer to the Color Palette section. White is the most effective background on which to reproduce the color logo because it provides a clean, crisp contrast for the logo s colors and elements. If color reproduction is not available or is not a viable option, the logo should be reproduced in solid black or as a full-reverse in white out of a color background. When the Kodiak logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo. Using the Kodiak Wordmark & Logo All printed materials that reference Kodiak need to contain the Kodiak logo. For specific size requirements please see below: Packaging All co-branded Kodiak packaging materials must display the Kodiak logo at a comparable size to (approx. 75%), and frequency of, the Partner s logo. Other Promotional Material All other promotional materials (including, but not limited to: advertising, direct mail, point-of-purchase displays, collateral, multimedia, etc.) that reference Kodiak should prominently display the Kodiak logo at a minimum of 75% the size of the Partner s logo. However, if the word Kodiak appears in the main headline of the promotional material and/or the Kodiak word-mark on the Kodiak handheld image is prominently displayed, the Kodiak logo can appear at a minimum of 50% of the size of the Partner logo. For all uses of the Kodiak logo, regardless of the medium, minimum logo size requirements still apply for legibility purposes. Please see the section herein entitled Clear Space and Minimum Size for further detail regarding the Kodiak logo clear space and minimum size requirements. Consult Kodiak Marketing for guidance on acceptable wordmark and logo sizing. 8
Unacceptable Usage Incorrect use of the Kodiak wordmark and logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they re only a small sample of possible misuses of the Kodiak logo. To ensure accurate, consistent reproduction of the Kodiak logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from the Kodiak Marketing. Don t use other colors Don t stretch or compress Don t use gradient effects Don t alter the perspective Don t change the proportions Don t outline or drop shadow Don t blur or allow to pixelate 9
Color Palette Kodiak blue, black, and white are the primary colors to use when reproducing the Kodiak logo and its variations. Consistent reproduction of the logo in these colors builds recognition and equity in the brand. Primary Colors PMS 293 HEX #0F4497 BLACK HEX #000000 To further establish and promote the brand as a serious business tool, these colors can also be applied across Kodiak communications for headlines, graphics, primary messaging, etc. The Kodiak logo colors are equivalent to the PANTONE color values cited in the table, the standards for which may be found in the current edition of the PANTONE Color Formula Guide. Support Colors PMS 7454 HEX #4682B4 PMS 307 PMS 5493 HEX #7EA7AD PMS 290 BLACK 60% HEX #666666 BLACK 25% HEX #1059A8 HEX #C8E8EF HEX #B3B3B3 Accent Colors The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE PMS 166 HEX #E9431F PMS 129 HEX #E4C32E PMS 361 HEX #3FAE49 is a registered trademark of Pantone, Inc. 10
Registrations & Trademark Attribution Use of any trademarks or use of the Kodiak logo or imagery on printed materials and web sites must be accompanied by a trademark attribution sentence identifying them as Kodiak Networks trademarks in capitalized copy at the end of a document. 2015 KODIAK NETWORKS, INC. ALL RIGHTS RESERVED. KODIAK LOGO AND TAGLINES ARE TRADEMARKS OF KODIAK NETWORKS, INC. ALL OTHER LOGOS AND TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. Requirements for the Proper Use of Trademarks Trademarks should always be written the same way. Consistent, proper use legally secures trademark rights. A trademark can be used in logotype or full logo graphics. Trademarks should always be used as adjectives and be emphasized in some manner (all caps, caps in bold, stylized, highlighted or key words capitalized). Trademarks need to be differentiated from other words when in print. Placing a superscripted trademark symbol is the preferred treatment. Please direct further questions about use of the Kodiak Branding Guidelines to the Kodiak Marketing department. Trademarks should not be used in the possessive or plural tense. Trademarks should not be used as part of other words. A superscript trademark symbol ( ) should be placed immediately after the trademarked name at its first occurrence. At its first occurrence, a superscript registration mark symbol ( ) should be placed immediately after the registered name. 11
Fonts/Typefaces Kodiak utilizes two typefaces for its offset printed and electronic corporate communications materials: Gotham and Arial. These corporate fonts have been selected because of their widespread availability, timelessness, and ability to scale. Gotham Family Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Arial Family Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%^&*() abcdefghijklmnopqrstuvwxyz1234567890 12