Brand Standards Manual Standards Manual.pdf · courses offer professionals the opportunity to develop their ... marks must be cared for and protected; the alternative is that they

Updated March 2009

© 2009 National Kitchen & Bath Association. All rights reserved. The NKBA logo is a registered trademark of the National Kitchen & Bath Association.

Brand Standards Manual

Contents

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3-4 Brand Introduction

5 Brand Attributes

6 Trademark Information

7 NKBA Graphic Standards

8 Incorrect Usage

26 NKBA CEU Approved Logo

27 National Kitchen & Bath Month (NKBM) Logo

28 Profiles Magazine Masthead

29 Kitchen/Bath Industry Show & Conference (K/BIS®) Logo

NKBA BRAND COPY USAGE

30-32 NKBA Copy Standards

15 Member NKBA Logo

16 Member NKBA Logo with Brand Name

17 Certified Member NKBA Logo

18 Certified Member NKBA Logo with Brand Name

19 NKBA Ambassadors’ Club Logo

20 NKBA Ambassadors’ Club Member Logo

21 NKBA Chapter Logos

22 Student Member NKBA Logo

23 NKBA Student Chapter Logo

24 NKBA Accredited Programs Logo

25 NKBA Supported Programs Logo

9 NKBA Logo

10 Typeface & Colors

11 Areas of Isolation

12 NKBA Logo with Brand Name

13 NKBA Logo with Brand Name - Horizontal

14 NKBA Logo with Tagline

NKBA LOGO PRIMARY BRAND USAGE

NKBA LOGO SUB-BRAND USAGE

NKBA LOGO BRAND EXTENSION USAGE

Brand IntroductionThe National Kitchen & Bath Association (NKBA) is a non-profit trade association that has educated and led the kitchen and bath industry since 1963. With more than 40,000 members and grow-ing, the NKBA brand is much more than a mark for kitchen and bath professionals to display on their resumes.

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The Association unifies the industry and serves to represent all professionals in the kitchen and bath field while providing them with the benefits they need to succeed. The NKBA brand has been built on a foundation of over 40 years of kitchen and bath education, member volunteerism and dedication. The Association has played a major role in shaping what the industry has become and continues to move it forward through a core of strong values, high standards and professionalism. The NKBA brand reflects the forward-thinking spirit of the industry’s members and using it and its brand exten-sions consistently will reinforce its position as the premier organization for members of the kitchen and bath industry.

The mission of the National Kitchen & Bath Association is to enhance member success and excellence, promote professionalism and ethical business practices, and provide leadership and direction for the kitchen and bath industry worldwide.

The NKBA represents the following industry segments:

Builders/Remodelers

Cabinet Shops

Dealers

Decorative Plumbing & Hardware (DPH)

Designers

Distributors

Fabricators

Installers

Manufacturers/Suppliers

Manufacturers’ Representatives

Multi-Branch Retailers/ Home Centers

Brand IntroductionThe Benefits of Membership: All NKBA Member Benefits are created by concentrating on four pillars of development.

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Education: NKBA Education is the gold standard for professionals serious about enhancing their knowledge of the kitchen and bath industry.

Networking: The NKBA entitles its members to a variety of networking opportunities, from local chapters to national events.

Leadership: Being an Association led by membership means that there is strong emphasis placed on developing quality leaders through our volunteer opportunities.

Tools: The NKBA has constructed a number of marketing tools available exclusively to members, helping them gain more clients and expand their business.

Goals: The Association’s long-term objectives are as follows:

Goal I – Knowledge SourceThere will be a higher level of education and professionalism in the industry worldwide. NKBA members will be the most highly skilled and recognized for their expertise.

Goal II – NKBA Brand AwarenessThere will be greater awareness and preference for products and professional services from NKBA members worldwide.

Goal III – MembershipThe kitchen and bath industry worldwide will find NKBA membership and involvement in the Association essential to their professional success.

Goal IV – AdvocacyPublic policy and legislation affecting the kitchen and bath industry will be positively in-fluenced through the NKBA’s leadership role in monitoring and affecting industry issues.

Goal V – Information Source & Resource The NKBA will become the information source and resource for the industry worldwide.

Goal VI – Kitchen/Bath Industry Show & Conference (K/BIS®) The NKBA will continue to develop a higher level of awareness and continued enhance-ment of international exhibitions, education and networking opportunities for the kitchen and bath industry.

Brand AttributesThe brand promise is the NKBA’s unique factor that differentiates the Association in the kitchen and bath marketplace. This idea spans across all audiences of the NKBA membership and echoes the spirit of the brand. It serves as the mantra that is repeated in communications to all that come in contact with the brand.

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The NKBA brand promise is based on seven core attributes that represent what the NKBA stands for. These attributes all interact closely with the NKBA’s Strategic Goals to connect at the core of all programs and services that the Association delivers to its members and the industry.

Authoritative The NKBA has been shaping the industry for over 40 years and, with more than 40,000 members, the Association is the leading organization for kitchen and bath professionals.

Forward-Thinking The NKBA continues to move the industry into the future and expand its reach by evolving with its members to provide new educational opportunities, as well as business, marketing and research tools.

Knowledgeable The NKBA provides the most up-to-date research information and offers the knowledge of its industry experts for the benefit of consumers and the press. Our professional development courses offer professionals the opportunity to develop their skills and advance their careers in the industry.

Professional The NKBA represents the entire kitchen and bath industry and through education the Association holds its members to high standards of excellence and the NKBA Code of Conduct to ensure the utmost professionalism.

Personal The NKBA is dedicated to providing its membership with excellent customer service and valuable benefits to enhance their success and meet their individual needs.

Connecting The NKBA provides members with a national network of chapters and industry events that connect them with other pro-fessionals and facilitate the linking of business and information.

Supportive The NKBA is focused on supporting the interests of its members and monitoring the welfare of the kitchen and bath industry by protecting against legislation that may limit or impede business.

The unique brand promise of the NKBA is Success Through Professionalism.

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Trademark InformationTrademarks are important and valuable business assets and should be treated with care. Businesses rely on their trademarks to identify their products or services and distinguish them from those of competitors.

A trademark can be a word, symbol, logo design, or any combination of these. When a mark is used to identify and distinguish a service, it is called a service mark. Trade-marks must be cared for and protected; the alternative is that they will be lost as has happened many times in the past when their owners have allowed them to be misused.

This statement must appear on all advertising materials at a minimum of 7pt type:© 2009 by the NKBA® All rights reserved. The NKBA logo is a registered trademark of the National Kitchen & Bath Association.

NKBA®, K/BIS®, CKD®, CBD®, CMKBD®, AKBD®, CKE®, CBE® and CKBI® are registered trademarks of the National Kitchen & Bath Association.

How to use our trademark:

The National Kitchen & Bath Association’s trademark registration of the NKBA logo has been approved with the U.S. Patent and Trademark Office. We use the registered mark symbol (®) with our logo on all marketing and printed materials that are used for external communications, such as brochures, point-of sale materials, ads, stationery and signage, to indicate that registration rights have been claimed.

NKBA Graphic StandardsThis document describes the core elements of the NKBA brand identity system and provides guidelines for the correct use of all aspects of the NKBA logo and its brand extensions.

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With our ever-growing membership and industry partnerships, adherence to these guidelines is essential in maintaining a consistent brand image.

The same color usage and guidelines for all NKBA branding found in this manual apply for print, the internet and electronic publishing.

Select versions of the NKBA logo found in this document are available on nkba.org to download for members and the press. They are available as vector-based EPS files in color, black and reverse, hi-res and low-res JPEG files. If there are alternate file formats or sizes needed, please contact the NKBA.

All approvals must be routed through the NKBA Creative Services Department. If an NKBA vendor or outside company would like to use the logo, all work must be submit-ted for approval prior to use. If you have questions on the usage of any NKBA brand please forward them to the NKBA at:

Attn: Creative Services DepartmentNational Kitchen & Bath Association687 Willow Grove StreetHackettstown, NJ 07840

P: 1-800-THE-NKBAF: [email protected] www.nkba.org

Incorrect Brand UsageThe NKBA logo, its sub-brands and brand extensions must be used in accordance with the guidelines described in this Brand Standards Manual.

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The NKBA logo should be used only by those members in good standing. Misuse of the NKBA brand will result in a written warning by the NKBA Member Services Department. If non-compliance persists, further legal action will be taken. Violators may be prosecuted to the fullest extent of the law.

The NKBA Certified Member logo and NKBA Certification appellations may only be used by NKBA members in good standing who meet all qualifications and have successfully completed all requirements for NKBA Certification to the satisfaction of the NKBA. Any members or non-members improperly using these brands are notified via certified mail. If compliance is not reached within 60 days, the matter is forwarded to NKBA Legal Council.

Individual Non-Member Employees are restricted from using the NKBA logo on any materials where their company’s logo is imprinted (e.g. company letterhead, forms, business cards, web site, etc.). NKBA Student Members must use the Student Member NKBA Logo until they have successfully completed their graduation requirements. Upon graduation, individuals must rejoin as professional NKBA members and maintain their membership in good-standing to use the NKBA logo.

Incorrect Graphic UsageTo uphold the NKBA brand integrity, please adhere to these simple guidelines when reproducing any of the NKBA Logos or any brand extension of the NKBA.

• Never change the logo color• Never re-create the logo using a different typeface• Never place the logo over a background that is too dark or has a pattern

that could inhibit legibility• Never put a graphic treatment on the logo that could distract from its legibility• Never place the logo within a shape• Never place graphic additions onto the logo• Never scale or manipulate the logo to a size that is not in proportion

with its original size

NKBA LogoThe main mark of the NKBA brand is a bold, authoritative, forward-thinking representation of the NKBA and its diverse membership.

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Preferred Usage PMS 540c or C 100 / M 55 / Y 0 / K 55

Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

The stylized wave treatment of the “A” evokes water, the communal element between kitchens and baths. The uplifting wave symbol represents the forward-thinking leadership that the Association provides as it unifies and strives to move the industry into the future.

Never use the NKBA logo smaller than 0.75” wide.

Alternate Colors

Where one-color printing is required, the logo should appear in black.

When the logo appears in front of a background that is darker than 30% black, use the reverse version.

The NKBA logo is only to be used by active member companies, individual members, select vendors and marketing partners. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details). Members of the press are welcome to use the logo for print and online publication or promotion.

The NKBA recommends using this logo on marketing and promotional materials that are smaller in size and the full name or tagline of the NKBA is not needed such as web pages, event signage, and chapter communications.


ColorThe classic, fresh blue color of the mark further aligns the NKBA and its members as being the kitchen & bath professionals.

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Pantone 540c is the the main color of the NKBA brand and logo. Please refer to the CMYK and RGB color percentages below. All permitted color variations of the NKBA logos are listed on the appropriate pages of this manual.

Corinthian EF LightABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Corinthian EF Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Corinthian EF Extra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TypefaceAs the NKBA brand has evolved, so has the typeface.

Corinthian EF is the primary typeface family of the NKBA. This font portrays a confident, friendly, and modern tone for the NKBA brand. It also supports the wide range of applications of the NKBA logo and its uses on communication materials.

The NKBA logo should appear against a white background when printed, except in approvedcases. When the logo must be surprinted onto non-white back-grounds, avoid surprinting it against any color that is darker than 30% black. However, if the background is darker than 30% black, the logo may be dropped out in white.

While the NKBA logo may be “dropped out” of a background in 100%, do not drop the logo out ofany background that is lighter in value than 30% black. Avoid drop-ping the logo out of images.

The colors displayed in the manual should not be used for color- matching purposes. Always use the formulas provided here.

The colors shown in this manual have not been evaluated by PAN-TONE®, Inc. for accuracy and may not match the PANTONE® Color Standards. For accurate color stan-dard, refer to the current edition of the PANTONE® Color Formula Guide. PANTONE® is a registered trademark of PANTONE®, Inc.

Pantone: PMS 540c CMYK: C 100 / M 55 / Y 0 / K 55 RGB: R 0 / G 55 / B 104


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Areas of IsolationThe area of isolation around the logo protects the brand’s integrity by keeping a clear distance from all other elements that surround it.

Always adhere to the areas of isolation guidelines listed below to keep the logo clear from other text and graphics. All copy, art, elements, partnered logos, etc. should never cross into the area of isolation around the logo as indicated by the diagram below.

There must be a minumum area of isolation around all variations of the NKBA logo. This area is defined as the x-height, which begins at the outer most point of the logo and includes any copy that is part of the logo. This area must always be proportionate to the size of the logo being used.

The x-height is the size of the space from the base of the “A” to the top of the crossbar of the “A”. The area of isolation is defined by the outer box created by the dotted lines.

X-Height

XX

XX

X-Height

XX

X X


NKBA Logo with Brand NameThe NKBA logo with brand name clearly defines the title of the Association to those who are unfamiliar with the brand and increases awareness and recognition in the industry.

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Preferred UsagePMS 540c or C 100 / M 55 / Y 0 / K 55

Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The brand name typeface is Corinthian EF Medium.

Never use the NKBA logo with brand name smaller than 1” wide.

The NKBA logo with the full brand name spelled out is only to be used by active member companies, individual members, select vendors and marketing partners. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details). Members of the press are welcome to use the logo with brand name for print and online publication or promotion.

The NKBA recommends using the logo with brand name on materials where the intended audience is less familiar with the NKBA brand and it is beneficial to communicate the entire name of the Association such as consumer flyers, ads, and home show signage.

Where one-color printing is required, the logo should appear in percentages of black.

When the logo appears in front of a background that is darker than 30% black use the reverse version.


NKBA Logo with Brand Name - HorizontalThe NKBA logo with brand name clearly defines the title of the Association to those who are unfamiliar with the brand and increases awareness and recognition in the industry.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors


Never use the NKBA logo with brand name - horizontal smaller than 2” wide.

The NKBA logo with the full brand name spelled out is only to be used by active member companies, individual members, select vendors and marketing partners. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details). Members of the press are welcome to use the logo with brand name for print and online publication or promotion.

The NKBA recommends using the logo with brand name on materials where the intended audience is less familiar with the NKBA brand and it is beneficial to communicate the entire name of the Association such as consumer flyers, ads, and home show signage.




NKBA Logo with Tagline

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The tagline typeface is Corinthian EF Medium.

Never use the NKBA logo with tagline smaller than 1” wide.

The NKBA logo with tagline distinctly communicates the brand’s position in the industry and differentiates it among other brands as the leading association for kitchen & bath professionals.

The NKBA logo with tagline (The Kitchen & Bath Professionals) is only to be used by active member companies, individual members, select vendors and marketing partners. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details). Members of the press are welcome to use the logo with tagline for print and online publication or promotion.

The NKBA recommends using the logo with tagline on materials where the intended audience is familiar with the Association and/or it is beneficial to differentiate the position of the NKBA among competing brands such as trade events, corporate capabilities brochures and marketing collateral.



Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors


Member NKBA LogoThe Member NKBA logo proudly displays professional membership in the premier kitchen and bath industry association.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The “Member” typeface is Corinthian EF Medium.

Never use the Member NKBA logo smaller than 0.75” wide.

The Member NKBA logo is only to be used by active member companies and individual members in good standing. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details).

The NKBA recommends this logo as ideal for usage on business cards, yellow page ads and other smaller sized communication mediums where it is beneficial to promote corporate or individual membership.




Member NKBA Logo with Brand NameThe Member NKBA logo with brand name proudly displays profession-al membership in the premier kitchen and bath industry association and increases brand awareness and recognition in the industry.

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The Member NKBA logo with brand name is only to be used by active member compa-nies and individual members in good standing. Individual Non-Member Employees are restricted from using the NKBA logo on certain materials (visit the Incorrect Usage section for more details).

The NKBA recommends using the member logo with full name where the intended audience is less familiar with the NKBA brand. It is beneficial to promote corporate or individual membership and to communicate the entire name of the Association on materials such as consumer flyers, ads, and home show signage.


Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors



Never use the Member NKBA logo with brand name smaller than 1” wide.




Certified Member NKBA LogoThe Certified Member NKBA logo enhances individual member’s image by attesting that they have earned certification status.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The “Certified Member” typeface is Corinthian EF Medium.

Never use the Certified Member NKBA logo smaller than 0.75” wide.

The Certified Member NKBA logo is only to be used by certified NKBA members (e.g. CKD, CBD, and CMKBD). An NKBA Certification appellation after a member’s name instantly identifies them as a trained kitchen and bath professional and is seen as a tangible benefit by consumers. Certification appellations may only be used directly following the certified individual’s name. Example: John Smith, CKD

The NKBA recommends using this logo on marketing materials where it is beneficial to highlight certification to stand out from competing companies such as business cards and business stationary, client correspondence, and other smaller sized communication mediums.




Certified Member NKBA Logo with Brand NameThe Certified Member NKBA logo enhances individual member’s image by attesting that they have earned certification status and also increases brand awareness and recognition in the industry.

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The Certified Member NKBA logo with brand name is only to be used by certified NKBA members (e.g. CKD, CBD, and CMKBD). An NKBA Certification appellation after a member’s name instantly identifies them as a trained kitchen and bath professional and is seen as a tangible benefit by consumers. Certification appellations may only be used directly following the certified individual’s name. Example: John Smith, CKD

The NKBA recommends using this logo where it is beneficial to highlight certification to stand out from competing companies. It is beneficial to promote certified individual membership and to communicate the entire name of the Association on materials such as consumer flyers, ads, and home show signage.


Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors



Never use the Certified Member NKBA logo with brand name smaller than 1” wide.




NKBA Ambassadors’ Club LogoDisplaying the NKBA Ambassadors’ Club logo prominently on marketing material sent to existing NKBA members is a great way to generate increased member recruitment within NKBA chapters.

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Black: C 0 / M 0 / Y 0 / K 100

Alternate Colors

The “Ambassadors’ Club” typeface is Corinthian EF Medium.

Never use the NKBA Ambassadors’ Club logo smaller than 1” wide.

The NKBA Ambassadors’ Club logo is only to used by an NKBA chapter and its members to promote local and regional awareness of the NKBA Ambassadors’ Club when trying to increase new member recruitment.

The NKBA recommends this logo as ideal for usage on flyers, ads, and other communica-tion mediums where it is beneficial to promote the NKBA Ambassadors’ Club to existing NKBA members.




Reverse: C 0 / M 0 / Y 0 / K 0

NKBA Ambassadors’ Club Member LogoThe NKBA Ambassadors’ Club Member logo displays an individual member’s status as being inducted into the prestigious NKBA Ambassadors’ Club.

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Black: C 0 / M 0 / Y 0 / K 100

Alternate Colors

The “Ambassadors’ Club Member” typeface is Corinthian EF Medium.

Never use the NKBA Ambassadors’ Club Member logo smaller than 1” wide.

The NKBA Ambassadors’ Club Member logo is only to used by NKBA members who have earned a place in the NKBA Ambassadors’ Club for recruiting five new members within a 12-month period or a total of 15 new members over any timeframe.

The NKBA recommends this logo as ideal for usage on flyers, ads, business cards, and other communication mediums where it is beneficial to promote membership in the NKBA Ambassadors’ Club.




Reverse: C 0 / M 0 / Y 0 / K 0

NKBA Chapter LogosDisplaying the NKBA chapter logo prominently on marketing material is a great way to promote a local chapter’s outreach programs.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The chapter name typeface is Corinthian EF Medium.

Never use the NKBA chapter logo smaller than 1” wide.

NKBA Chapter logos are only to be used by the NKBA and its chapters to generate local and regional brand awareness and recognition. Chapters should use their logo to adver-tise meetings and special events as well as encourage involvement among local members and recruit prospective members. Marketing partners and press may also use this logo to promote partnered events and programs.




Student Member NKBA LogoThe Student Member NKBA logo proudly proclaims student affiliation with the National Kitchen & Bath Association.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The “Student Member” typeface is Corinthian EF Medium.

Never use the Student Member NKBA logo smaller than 0.75” wide.

The Student Member NKBA logo is only to be used by student members in good standing who are currently enrolled in a college, university or a NKBA Endorsed or Supported Program. Student Members may not use the primary NKBA logo (visit the Incorrect Usage section for more details).

The NKBA recommends this logo as ideal for usage on business cards, student resumes, projects and other mediums where promotion of membership is beneficial.




NKBA Student Chapter LogoDisplaying the NKBA Student Chapter logo is an effective way to develop success through alignment with the NKBA brand.

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Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The “Student Chapter” typeface is Corinthian EF Medium.

Never use the NKBA Sudent Chapter logo smaller than 1” wide.

The NKBA Student Chapter logo is only to be used by the NKBA and its Student Chapters at NKBA Endorsed or Supported Programs to generate local and regional brand awareness and recognition. Student Chapters should use this logo to advertise meetings and special events as well as encourage involvement among members and recruit prospective members.




NKBA Accredited Program LogoThe NKBA Accredited Program logo proudly proclaims school affiliation with the National Kitchen & Bath Association.

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Black: C 0 / M 0 / Y 0 / K 100

Alternate Colors

The “Accredited Program” typeface is Corinthian EF Medium.

Never use the NKBA Accredited Program logo smaller than 1” wide.

The NKBA Accredited Program logo is only to be used by educational institutions that have been approved by the NKBA as Accredited Programs. Those approved educational providers should display this logo to show completion in the rigorous process of obtaining NKBA Accreditation and to align the cirriculum with the NKBA’s strong industry presence and commitment to education.




Reverse: C 0 / M 0 / Y 0 / K 0

NKBA Supported Program LogoThe NKBA Supported Program logo proudly proclaims school affiliation with the National Kitchen & Bath Association.

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Black: C 0 / M 0 / Y 0 / K 100

Alternate Colors

The “Supported Program” typeface is Corinthian EF Medium.

Never use the NKBA Supported Program logo smaller than 1” wide.

The NKBA Supported Program logo is only to be used by educational institutions that have been approved by the NKBA as Supported Programs. Those approved educational providers should display this logo to show completion in the rigorous process of obtaining NKBA supported states and to align the cirriculum with the NKBA’s strong industry presence and commitment to education.




Reverse: C 0 / M 0 / Y 0 / K 0

NKBA CEU Approved Logo

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The NKBA CEU Approved logo shows that an industry organization has attained status as being a qualified NKBA CEU Provider Program.

NKBA Color C 0 / M 0 / Y 0 / K 0“CEU Approved” Color C 0 / M 0 / Y 0 / K 60

NKBA Color C 0 / M 0 / Y 0 / K 0“CEU Approved” Color C 0 / M 0 / Y 0 / K 60

NKBA Color C 0 / M 0 / Y 0 / K 100“CEU Approved” Color C 0 / M 0 / Y 0 / K 0Background Color C 0 / M 0 / Y 0 / K 45


Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

Never use the NKBA CEU Approved logo smaller than 0.5” wide.

The NKBA CEU Approved logo is only to be used by the NKBA and partnering compa-nies that have completed the requirements of the NKBA CEU Provider Program. This logo is to be used on marketing materials that promote approved courses and programs such as course catalogs, program flyers, and ads.




National Kitchen & Bath Month (NKBM) Logo

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Utilizing the NKBM logo on marketing materials is a great way to generate business and create brand awareness during October.

Other Gray Values in LogoC 0 / M 0 / Y 0 / K 40C 0 / M 0 / Y 0 / K 62C 0 / M 0 / Y 0 / K 77

Preferred UsageLight Blue: PMS 284c or C 55 / M 19 / Y 0 / K 0 Medium Blue: PMS 285c or C 89 / M 43 / Y 0 / K 0 Dark Blue: PMS 281c or C 100 / M 72 / Y 0 / K 32Red: PMS Red 032c or C 0 / M 90 / Y 86 / K 0

Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

Never use the NKBM logo smaller than 1.5” wide.

The NKBA has created a special logo for NKBM for use by all kitchen and bath industry professionals, industry partners and media outlets to promote and celebrate kitchens and baths during the month of October. This logo can be added to company web sites, advertisements and special event flyers. Members of the press are welcome to use the logo for print and online publication and promotion of the month.




Profiles Magazine Masthead

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The Profiles Magazine Masthead represents the official member publication of the Association.


Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

The color of the masthead on the cover of the magazine changes for each quarterly issue.

Never use the Profiles Mastheadsmaller than 2” wide.

Profiles Magazine is the official quarterly publication of the NKBA, providing news on industry trends and association updates to members. This mark is only to be used by the NKBA and its partners. Members of the press are also welcome to use the logo for print and online publication or promotion.

Where one-color printing is required, the masthead should appear in black.

When the masthead appears in front of a background that is darker than 30% black use the reverse version.


K/BIS® LogoThe K/BIS Logo symbolizes the annual event that serves as the leading forum for everything kitchen and bath.

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Preferred UsageThe logo color changes annually based on the theme of the show.

Black: C 0 / M 0 / Y 0 / K 100

Reverse: C 0 / M 0 / Y 0 / K 0

Alternate Colors

Never use the K/BIS logo smaller than 1.5” wide.

As the premier networking forum for dealers, designers, architects, distributors, retailers and many other kitchen and bath professionals, K/BIS is the world’s largest international trade event dedicated to the kitchen and bath industry and owned by the NKBA. K/BIS annually brings together more than 900 companies exhibiting their products to more than 40,000 national and international industry professionals. The K/BIS logo is only to be used by the NKBA and its show partners. Members of the press are also welcome to use the logo for print and online publication or promotion.




NKBA Copy Standards

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In order to maintain consistency and integrity, all NKBA brands need to be properly portrayed not only visually but in the written form as well.

The NKBA logo, its sub-brands and brand extensions must be used in accordance with the following copy guidelines. These guidelines serve to protect the proper naming of all NKBA brands when appearing in written form as promotional copy or editorial.

NKBA Brand Name and AcronymThe full brand name of the Association written out should appear as, National Kitchen & Bath Association, which should be written in upper and lower case with an ampersand (&) and not the word “and.” When using the National Kitchen & Bath Association or its abbreviation (NKBA), be sure to include the word “the,” e.g. the NKBA. The only instances when “the” should not be used would be when the NKBA is attached to another word, e.g. NKBA Members or NKBA Education.

NKBA TaglineThe official tagline of the NKBA is “The Kitchen & Bath Professionals.” It should be written with an ampersand (&) and not the word “and.” Also, it should be written in upper and lower case, e.g. NKBA: The Kitchen & Bath Professionals.

NKBA MemberAn individual or corporation may not be labeled as an NKBA Member unless they have fulfilled membership requirements and are deemed in good standing. This status should be written in upper and lower case following the individual or company name and separated by a comma, e.g. John Smith, NKBA Member or John Smith, National Kitchen & Bath Association Member.

NKBA Chapter BrandsNKBA Chapter brand names should be written out completely in upper and lower case after the NKBA brand name or abbreviation and separated by a colon, i.e. NKBA: Metro New York Chapter or The National Kitchen & Bath Association: Metro New York Chapter.

NKBA Student Chapter BrandsNKBA Student Chapter brand names should be written out completely in upper and lower case after the NKBA brand name or abbreviation and separated by a colon, e.g. NKBA: Susquehanna Valley Student Chapter or The National Kitchen & Bath Association: Susquehanna Valley Student Chapter.

NKBA Accredited & Supported ProgramsNKBA Accredited Programs should use either of the following statements to show accredited status: The (insert certificate or degree type) is recognized by the National Kitchen & Bath Association as an NKBA Accredited Program. The (insert certificate or degree type) meets all the qualifications for accreditation from the National Kitchen & Bath Association.

NKBA Supported Programs should use the following statement to show supported status: The (insert certificate or degree type) is recognized by the National Kitchen & Bath Association as an NKBA Supported Program.


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NKBA Certification is a powerful advantage in the marketplace and to correctly communicate that benefit is key to member success.

NKBA CertificationThe NKBA Certified Member mark is only to be used by certified NKBA members (i.e. CKD, CBD, and CMKBD). An NKBA Certification appellation after a member’s name instantly identifies them as a trained kitchen and bath professional and is seen as a tangible benefit by consumers. Certification appellations or titles may only be used directly following the certified individual’s name. The individual may use the initials AKBD, CKD, CBD, CKE, CBE, CKBI or CMKBD and/or the words, Associate Kitchen & Bath Designer, Certified Kitchen Designer, Certified Bathroom Designer, Certified Kitchen Educator, Certified Bathroom Educator, Certified Kitchen & Bath Installer, or Certified Master Kitchen and Bath Designer in printed materials, correspondence, business cards, and advertisements.

The identification may only be used in conjunction with the certified individual’s name. The use of such titles or logos to identify a business, i.e. “Certified Bathroom Designers on Staff” is strictly prohibited.

NKBA Certification Appellations and their proper use are as follows:AKBD – Associate Kitchen & Bath Designer, i.e. John Smith, AKBDCKD – Certified Kitchen Designer, i.e. John Smith, CKDCBD – Certified Bath Designer, i.e. John Smith, CBDCMKBD – Certified Master Kitchen & Bath Designer, i.e. John Smith, CMKBDCKE – Certified Kitchen Educator, i.e. John Smith, CKECBE – Certified Bath Educator, i.e. John Smith, CBECKBI – Certified Kitchen & Bath Installer, i.e. John Smith, CKBI

AKBD®, CKD®, CBD®, CMKBD®, CKE®, CBE® and CKBI® are registered trademarks of the National Kitchen & Bath Association. The registration mark must be used in at least one instance in each publication.

Multiple AppellationsIf an individual member holds more than one certification, those certifications must be separated by a comma, i.e. John Smith, CKD, CBD or Jane Smith CKD, CKE.

NOTE: Once a certified member advances to the next level of certification (i.e. AKBD to CKD or CBD; CKD, CBD to CMKBD) then the higher level of certification takes the place of the lower level.

Other AppellationsIf other industry certifications are held they should also be placed after the individual’s name and separated from NKBA appellations by a comma, i.e. John Smith, CKD, CBD, CR, LEED AP.


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The NKBA image encompasses a broad array of brands that all need to be appropriately presented in writing.

NKBA Brand ExtensionsNational Kitchen & Bath Month, abbreviated as NKBM, should be written with an ampersand (&), not the word “and” between the words Kitchen and Bath. Also, it should be written in upper and lower case. It may also be written with the month, October, attached, i.e. October is National Kitchen & Bath Month. It should never be written out in a shortened form such as National K&B Month or Nat. K&B Month.

Profiles Magazine is the official quarterly member publication of the NKBA. When written out in full it should appear in lower and upper case and because it is a publication it should be styled in italics, i.e. Profiles Magazine.

The Kitchen/Bath Industry Show & Conference, abbreviated as K/BIS®, should be written with an ampersand (&), not the word “and,” as well as a backslash (/) between the words Kitchen and Bath or the letters K and B. Also, it should be written in upper and lower case. It should never be written out in a shortened form, such as Kitchen/ Bath Show or Kitchen and Bath Industry Show. When using the Kitchen/Bath Industry Show & Conference be sure to include the word “the,” i.e. the Kitchen/Bath Industry Show & Conference. Do not, however, include the word “the” before K/BIS®. If referring to the current year of the brand, that year should be displayed at the beginning of the brand name, i.e. The 2008 Kitchen/Bath Industry Show & Conference. When using the abbreviation K/BIS®, place the year after the abbreviation, i.e. K/BIS® 2008. K/BIS® is a registered trademark of the NKBA. The registration mark (®) should be used in at least one instance per publication.


The National Kitchen & Bath Association687 Willow Grove StreetHackettstown, NJ 07840800-THE-NKBAwww.nkba.org

Brand Standards Manual

Documents

Brand Standards Manual Standards Manual.pdf · courses offer professionals the opportunity to develop their ... marks must be cared for and protected; the alternative is that they