Brand guidelines 2017 - Kambi...Kambi brand guidelines 2017 7 We always try to keep our logo in the bottom right-hand corner of our communications. That way, it’s like a sign off

Brand guidelines 2017

Kambi brand guidelines 2017 2

Contents03 Introduction04 Examples06 Our logo08 Colour 10 Typefaces 13 The Spark

18 Step by step 19 Illustration 21 Icons23 Photography26 Tone of voice41 Watch outs


IntroductionMany elements. One brand. Welcome to our brand guidelines. They’re here to help us achieve consistency in the way we look and sound. And that’s important because if people have a consistent experience, they’ll trust us more – and when they trust us, they’ll stick with us.

There are lots of different elements to our brand – both visual and verbal. This document shows you how to bring them all together to create our distinct look and feel.

The logo

Colour

Illustration and iconography Tone of voice

overpassextra bold overpass semiboldTypefaces

The Spark

Big words and the added value

1. functional2. campaign3. recruitment4. statistics

big wordsadded value.

30JAN2017


Example communicationsHow it all comes together


Our system revolves around the Spark. It means taking big words or key visuals, and using the Spark to highlight the added value we bring.

For more on this, see page 13.

A brief overviewOur system

and the added value Kambi brings.

bigwords


We have four logo colourways to choose from. Each has an exclusion zone around it – which essentially gives it room to breathe.

This white space has to be left clear – and it’s the equivalent of the width of the letter ‘K’ all the way around the typeface.

Colours and spacingOur logo

Exclusion zone


We always try to keep our logo in the bottom right-hand corner of our communications. That way, it’s like a sign off from us.

However this doesn’t always work, so we can also put our logo in the top left-hand corner of the page.

Average logo height for different paper sizes:A5 - 7mmA4 - 10mmA3 - 14mmBusiness card - 7mm

Minimum logo height - 7mm

PositioningOur logo

7mm

Minimum logo height

colourwaving the Kambi blue and white flag.


Painting the moodWe’re a bold and confident brand. So we apply the same thought to our colour palette.

That’s why we use just white and two shades of blue. By limiting our primary palette to these colours, we become recognisable, distinct and unique.

However, we do have a secondary colour palette which we use sparingly in iconography and pull out quotes. These work particularly well in copy-heavy documents to break up text.

Colour

Pantone 311CC68 M0 Y12 K0R0 G196 B222#00C4DE

WhiteC0 M0 Y0 K0R255 G255 B255#FFFFFF

Pantone 7693C C100 M57 Y9 K47R0 G69 B114#004572

word word wordthe added value the added value the added value

Colour combinations

typefacesmultiple typefaces for multiple messages.


We use our headlines with confidence to grab attention. Overpass is used across both headlines and Spark copy – differentiated only by size and weight.

Download the font for free from:https://fonts.google.com/?query=overpass

Headlines and Spark copyTypefaces

overpass semiboldwith optical kerning

overpassextra bold with optical kerning & -50 tracking

Headlines

Spark copy (the added value)


When writing large amounts of copy, for example in our annual reports, we use Overpass Regular.

We can also use Overpass Extrabold for our titles, and Overpass Semibold for sub-titles.

overpass regularwith optical kerning

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Mnisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fuginulla pariatur.sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum

Page titleSubtitle

ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fat nulla pariatur.sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum

Cillum dolore eu fug nulla pariatur.sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum

Body copyTypefaces

Body copy

overpass semiboldwith optical kerning

overpassextra bold with optical kerning & -50 trackingAnnual report page titles

Annual report subtitles

the sparkour system and how we use it.


This is our Spark. It was created from the curves and edges in our logo - making it unique to us.

Its role is to add value to every piece of communication, so it’s never decorative or passive.

It brings to life the unique insights that make us the best strategic partner. It works as our point of difference and as a badge of recognition.

The SparkThe value we add


The size of the Spark, and where we put it, is really important. It helps us build familiarity and consistency across every application.

x-heightSpark height = 3/4 x-height

Spark position= 1/4 above x-height

The height of the spark crossbar sets the distance from the text

Getting the right sizeThe Spark

sizepositioningdistance


big word

cut off

big wordthe added value.

the added value.

aligned to a strong vertical.

It’s important we have a good contrast between the size of our headlines and the Spark copy – the added value.

This page shows how we get everything in proportion.

x-height

1/4 x-height

Subhead point size = 1/8 headline point size

Where possible, always try to align the subhead to a strong vertical line in the headline.

The position horizontally is flexible so you can avoid any descenders that might get in the way.

We crop headlines slightly off the left-hand side. But make sure you can still read the first letter.

Setting the right type sizeThe Spark


Sometimes we may need to rotate our headlines to make them as big and eye catching as possible. To do this, we follow much the same rules as for the horizontal headlines - but with a few important differences.

Firstly we never rotate the Spark. This helps us to keep it feeling consistent across all our communications. We don’t rotate the added value either - too much vertical text is hard to read, and we don’t want people to get a sore neck.

Talking verticallyThe Spark

verti

cal

verti

cal Spark height

= 3/4 x-height

We never rotate the Spark - when using with vertical text, we align the centre of the Spark to 1/4 above the x-height

The added value can be positioned anywhere on the vertical axis, as long as it aligns to a strong horizontal line

The added value Spark aligns to 1/4 below the x-height

the added value aligns to a strong horizontal.

the added value.

x-height1/4 x-height


This guide will take you through the step-by-step process of creating a Kambi communication.

Six steps to communicate Step-by-step

word word

word word wordthe added value.

1. Choose the background colour and place the Kambi logo.

3. Position the Spark text. This should be 1/8th of the point size of the headline, and sits 1/4 of the headline x-height below it. (See page 15). It should always have a full stop after it.

2. Position the headline and Spark.

the added value. the added value.

4. Align the Spark text to a strong vertical line anywhere along the horizontal axis.

5. Position the Spark, using the same grid and rules as applied to the headline.

6. The communication is now ready for action.

the added value.

illustrationstyling it up and colouring it in.


Illustrations are a more visual way of bringing to life certain messages. The Spark is always an integral part as it shows the added value in a clever and engaging way. For example, it’s the cog that turns the wheel, the spark in a lightbulb, or the twinkle in an eye.

Our illustrations use a combination of line weights and solid colour to build a bigger picture.

We can use 50% tints of our blues to add an extra level of detail, but the Spark should always be either white or light blue.

Keeping it KambiOur style

PMS 7693CC 100M 57 Y 9 K 47

Illustration colours

100%tint

50%tint

100%tint

50%tint

PMS 7693CC 100M 57 Y 9 K 47

PMS 311CC 68M 0 Y 12 K 0

PMS 311CC 68M 0 Y 12 K 0

WhiteC 0M 0 Y 0K 0

iconsgraphic symbols that bring our ideas to life.


Our iconography is curved and friendly. It uses a mixture of solid shapes and linework to give us a unique and ownable style.

We can use the Spark in our suite of icons, but it should always denote the added value we bring.

Our ideas brought to lifeOur icons

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PMS 7693C

See page 9 for full colour breakdowns

Icon colours

PMS 311C White

30JAN2017


photographycapturing a moment and creating emotion.


richard anderson.Head of Live Department, Bucharest

“There is fantastic opportunity to progress within Kambi, provided you are willing to put in the hard work. I joined as a Part Time Live Better around six years ago, and within 18 months I was working full-time in the Scheduling team. A couple of years later I was managing the new part-time team in London, and now i’m managing my own department in our new office location, Bucharest.” in multiple rows.

we work around the clock to make sure every sports betting experience is as seamless as can be.

we get up close and get to know your players better, so they keep comingback to you.

PhotographyPersonality personified We use photography sparingly - saving it mainly for when we need to show our people or attract new talent.

Our style of photography is a cut-out style on a light blue background. And we try to find images with a splash of colour in them too. Once the image is in place, we add shadow to the background so the image feels grounded (rather than stuck on).

We can pair our photography with the Spark so the image replaces a headline. For example, if the image is of a team member, the Spark could lead to detail about how that person adds value every day.


This guide will take you through the step-by-step process of adding shadows to a cutout image in Adobe Photoshop.

This applies to 3D objects, but for photographs of people, you can take the cut out person, fill it grey and apply some of the same blur and opacity techniques to it.

How to add shadowsStep-by-step

1. Make an oval approximately the size you’d like the shadow to be and fill with a blue-grey colour.

3. Apply a small gaussian blur to this to take off the hard edge, but don’t over do it.

2. Apply a motion blur to the oval, keeping the angle at 0 for a flat shadow.

4. Shadows are made up of a small base shadow and a wider cast shadow. Duplicate this layer and we’ll create the base shadow.

7. Adjust the opacity of both layers so the shadow is not too overpowering.

5. Turn both shadow layers to ‘multiply’. This will blend them more comfortably into the background colour.

8. Adjust the scale of both shadows so they aren’t too big or too small for the object.

6. Next scale the base shadow down a bit so it rests just under the image.

9. Your photo is now ready for action.

wordsHow we make connections and distinguish our brand.


What is tone of voice?

Words are like a handshake. They’re an opening to our story and a reflection of our honest, smart, dynamic and confident personality.

So what we say and how we say it is really important. We call this our tone of voice. And speaking in a consistent tone will help make us memorable, build trust with our clients and keep hold of the best talent.

Tone of voice


Our writing styleWe have lots of different things to say to lots of different people. So we’ve designed a way to flex our tone depending on our audience. We’re still the same Kambi – we just dial up our corporate voice in some instances, and our more playful side in others.

The four buckets we group our words into are: functional, campaign, recruitment and statistics. This section goes into what we hope to achieve with each bucket, and how to bring them to life.

Tone of voice

1. functional2. campaign3. recruitment4. statistics


functionalwe’re a corporate company, but we have personality too.


We make corporate words – the kind we hear all the time – our headline: the what. Our subhead, the Spark, sums up the added value: the benefit, the why.

1. functionalTone of voice

innovationwe embrace it to help propel your business forward.


Think about the subject – what are you talking about? Make this the headline.

If the headline’s one word, great as it’ll make the piece tighter and more pointed. However, if one word becomes two or three, that’s ok too (just try to limit it to three).

How would you say the sentence naturally? Flip it.

Think subject first, pay off second. So instead of: ‘We embrace innovation to help propel your business forward’, we say: ‘Innovation [headline/subject]. We embrace it to help propel your business forward [subhead/Spark]’.

Putting the subject first and separating it out in this way is confident and dynamic. It wakes the reader up by creating a dramatic pause between the headline and the subhead.

These examples show how you can flex the length of your functional subhead copy to suit your communications – keeping it short and punchy, or adding a little more context.

How to do ‘functional’Tone of voice

revenues

data connectivity

we transform them to give operators a competitive edge.

we get under the skin of it to boost customer profiling. Our specialists stay on top of the latest trends to help deliver flawless and personalised player experiences.

we stay connected so you stay on top. We know your world depends on the immediacy of every moment, so we don’t hang about. Our people are as precise as they come, because they know every second counts.

we reinvent them by prioritising personalisation.

we work in partnership with operators because when we work together, we get to the answer quicker.

We continuously deliver it so operators can confidently differentiate themselves and stay ahead of the game.

playerexperiences

co-creation

empowerment

Short Spark

Long Spark

Medium Spark


we have a playful side and we show it in a clever way.

campaign


We make playful, more abstract words our headline: the what. Our subhead, the Spark, gives them context and meaning – and provides the why. We’re playful in a confident and smart way (not playful in a silly way).

2. campaignTone of voice

curvewe stay ahead of it so you stay ahead of the game.


Think of an idiom, catchphrase or a more playful way of saying your message. Then look for the word/words that could be intriguing as a headline – something that will make people look twice.

As before, aim for one word and make sure it’s no more than three.

Once you’ve got your headline, make the phrase work around it:

So instead of saying: ‘We stay ahead of the curve so you stay ahead of the game’, say: ‘Curve [headline/subject]. We stay ahead of it so you stay ahead of the game [Spark/benefit].’

Putting the subject first and separating it out in this way is confident and dynamic. It wakes the reader up by creating a dramatic pause between the headline and the subhead.

Here are some examples showing you how you can vary the length of your campaign subhead copy to suit your communications – keeping it short and punchy, or adding a little more context.

How to do ‘campaign’Tone of voice

game

up close never stop

tablewe stay connected so you’re always at the top of your game.

personalisation is everything when it comes to great sports betting experiences. So we get to know your players better, so they keep coming back to you.

we’re doggedly determined when it comes to chasing the latest trends and driving development. We work around the clock to make sure every sports betting experience is as seamless as can be.

we bring more to it. Our breadth and depth of experience is what sets us apart and gives you a competitive edge.

Short Spark

Long Spark

Medium Spark


recruitmentwe attract the best talent by being charming and emotive.


We make emotionally engaging words our headline: the what. Our subhead – the Spark – brings meaning to the emotive headline, providing the why. We’re approachable, clever, enthusiastic people after all – so we speak in a light-hearted, friendly way.

3. recruitmentTone of voice

shinework with us and this is what you’ll do.


Inject your recruitment communications with a subtle sense of wit by making the headline fun and emotive – maybe it’s a word that sums up a character trait or a feeling.

Use the same method as before: put the subject in the headline and work the sentence backwards – making the subhead [the Spark] the why:

So instead of: ‘We deliver smiles’, we say: ‘Smiles. We deliver them.’

Here are some examples showing you how you can mix up the length of your recruitment subhead copy to suit your communications.

How to do ‘recruitment’Tone of voice

we address problems head on and never sit on the sidelines. If you’re like us, give us a bell.

we love what we do, which makes us really good at what we do. If you have a passion for the sports betting industry and want to work with the best, get in touch.

we deliver them – for our clients and our fellow colleagues. Because that’s what it’s all about – bringing out the best in our clients’ brands and our colleagues’ potential.

we’re calling you. Come and join some of the best around.

join ours if you’re full of ideas and buzzing with enthusisam.

tackle

passionsmiles

stats wizards

melting pot

Short Spark

Long Spark

Medium Spark

driveand determination is what gets us out of bed in the mornings. If you want to fast-track your career, apply today.


doing the hard sell in an immediate and bold way.

statistics


We lead with the big shiny stats in the headline: the what. The Spark simply explains the stat: the why/the benefit. Think about the way you’d present your stats in an infographic and you’re on the right track.

4. statisticsTone of voice

65+sports covered worldwide for a richer player experience.


We lead with the statistic. Always, always, always.

We make the number the headline and give it context with the Spark [adding the benefit]

So instead of: ‘We cover more than 65 sports worldwide for a richer player experience’, we say: ‘65+. The number of sports we cover worldwide.’

Here are a few examples to show you how you can apply the same theory to your statistics communications – keeping them short and pointed, or adding a little more context where appropriate.

How to do ‘statistics’Tone of voice

Short Spark

Long Spark

Medium Spark

$7.4m

125.5k

441

8,550

3,500

+32%

operating profit.

the number of live events we held last year to keep our clients informed. This is all part of our ambition to stay relevant, stay connected and communicate more effectively.

how many of us there were in 2016 driving our global offering for our clients.

likes on facebook.

in 2016 our customer satisfaction rates hit an all time high. From a pool of 5,000 customers worldwide, 3,500 said they were satisfied with the service they received.

how much our revenue grew last year – putting us in a stronger position for the year ahead.


Don’t get caught outThe whole point of this document is to make communications as consistent as possible – so we look and sound like Kambi at every single touchpoint.

We recognise that it’s easy to slip up along the way though, so here are a few tips to avoid you making any silly mistakes.

Things to watch out for

Please don’t use headlines that are longer than two or three words. The simpler the better.

Please don’t set the Spark and headline in the same colour.

We never use capitals in our headlines, especially not all-caps.

Remember the Spark size should always be 1/3 of the headline x-height.

Remember to keep our subhead copy in proportion to the headlines. Big headline, small subhead.

Please don’t rotate the Spark.

Please don’t use another asterisk in place of the Spark.*

really, really long headlines

wrong colours

DON’TSHOUT

tiny headlines

used for the spark

WE NEVER DO ALL CAPS

and giant subheads

wrongspark size

thanksIf anything’s still not clear, give us a shout.

Jessica ThompsonMarketing [email protected]

Christina HaralambousHead of Marketing [email protected]

Documents

Brand guidelines 2017 - Kambi...Kambi brand guidelines 2017 7 We always try to keep our logo in the bottom right-hand corner of our communications. That way, it’s like a sign off