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toolboxbrand design
19
22
U by Kotex®logo
LOGO
The U by Kotex® Brand logo was designed with the millennial and
modern woman in mind.� The “U” represents strength and confidence with
its sleek lines and powerful upward strokes.� The black circle gives the logo
grounding and demarcates its space.� The asterisk nestles into the “X” of Kotex*,
proudly staking claim to our message.�
LOGO CONFIGURATION
The most fundamental visual element of a brand’s identity is its logo.� The
“U” logotype, along with the strategically placed Masterbrand “by Kotex®”,
must always remain together and unchanged in their proportions or
placement.� The U by Kotex® Brand lock-up must always be staged on a black
holding shape.� There are 2 holding shapes in the U by Kotex® Brand toolbox,
that are to be used according to design specifications and media.�
PRIMARY LOGO
The U by Kotex® Brand lock-up, staged on a black circle and interrupted by
the swirl graphic, is the preferred logo format.� However, it may only be used
when the brand is staged on a black background.� The swirl graphic is an
integral part of the U by Kotex® Brand design DNA, grounding our visual
equity.� The placement and proportion of the U by Kotex® Brand lock-up, in
relation to the swirl and circle holding shape, must remain unchanged.
SECONDARY LOGO
The U by Kotex® Brand lock-up, staged on a solid black circle, with a grey
border, is an alternate logo format that should only be used when a black
background is not available.� The black circle creates a safe space around the
U by Kotex® Brand lock-up, and allows the brand to sit on white or colorful
backgrounds.� The placement and proportion of the U by Kotex® Brand
lock-up, in relation to the circle holding shape, must remain unchanged.
primary logo
Registered R nestles within X
U by Kotex® proportions and placement must stay consistent
by Kotex® must alwaysremain together & unchanged
PMS 7547- Black
Example on Coupon
CVS/pharmacy® will not accept offers printed from unauthorized internet Maximum $1.00 value. postings or reproductions, copies, or facsimiles of this offer. Original coupon must be relinquished at the time of purchase. Coupon is void if copied, transferred and where prohibited by law. ExtraCare® card must be presented to receive these savings. Tax charged on pre-coupon price where required. Coupon cannot be combined with any other CVS/pharmacy coupons. Limit one coupon per customer. No cash back. Not valid for products reimbursed by government programs. Offer valid X/XX/2010-5/31/2010. * Trademark of Kimberly-Clark Worldwide, Inc. © 2010 KCWW.
Save $1.00 on any one (1)
U by Kotex* Product
secondary logo
U by Kotex®logo
CLEAR SPACE
In order to preserve the integrity of our brandmark, it is important that no
other logos, words or graphic elements infringe on its space.� A clear space,
equal to the length of “Kot” in Kotex®, must be maintained around the
entire logo’s holding shape.� This ensures separation from its surroundings
and ample space to standout proud.�
MINIMUM SIZE
To maintain legibility, a minimum reproducible size has been established
for the Primary and Secondary logos.� Reproducibility depends upon
the printing method, and size must be adjusted to ensure proper
representation of the logo.� Logo line weight on packaging is a
consistent 1.�25 inches.� On smaller, scaled down logos, the line
weight is reduced to 1 inch.�
23
Clear Space
primary logo
Clear Space
secondary logo
Minimum Size
1”
*Any smaller and
it will be invisible!
Minimum Size
1”
24
The correct application of the logo is essential
to the communication of the U by Kotex®
Brand personality and preservation of its visual
equity. These examples represent a handful of
unacceptable uses of the logo.
U by Kotex®logo
Never distort the shape
or change proportions
of the logo
Never use a logo or logo
color not presented in
these guidelines
Never separate any
element of the
“U by Kotex®”
lock-up from its holding
shape
Never put pattern,
graphic elements or
typography inside or
behind the logo’s
holding shape
Never stage the
”U by Kotex®” lock-up
in a shape not presented
in these guidelines
Never add other
graphic elements to
the logo
NEW!
24
logo
no-no’s
U by Kotex®logo
VARNISH
On packaging, the U by Kotex® Brand lock-up, holding shape, and design
elements are highlighted with a gloss varnish, making it pop off the matte
black background.� Varnish should be used to enhance and add visual depth
whenever possible.�
ALTERNATE BRAND IN BODY COPY
When representing the brand in body copy, it is important to treat U by Kotex®
consistently.� “U by Kotex” must be followed by an ®.� The “U” letterform should
never be separated from the logo lock-up or inserted into text.�
U by Kotex® should always be bolded, utilizing the same font as the rest of
the body copy.�
Varnish Example - 2012 Packaging
25
If you need a product thatcan keep you confident overnight, then look for U by Kotex® in stores now!
alwaysbold!
Examples in Body Copy
Incorrect Usage
is all about confidence and transparency.�
by
26
productword marks
Example on Brochure Example in Body Copy
If you need a product that
can keep you confident
overnight, then look for
U by Kotex AllNighter®
Pads in stores now!alwaysbold!
PRODUCT WORD MARKS
Each product in the U by Kotex® line has a name that is descriptive of its functional
benefit.� These names also reflect the youthful attitude of the brand.� Each was designed
to visually capture these attributes and must be applied consistently.�
WORD MARK IN LOGO HOLDING SHAPE
Each word mark is centered directly below the U by Kotex® lock-up, within the logo’s
holding shape.� This creates a product specific lock-up (i.�e.�, U by Kotex® Click®).� This
word mark lock-up may be used on packaging only. Product word marks may not be
used in isolation of U by Kotex®.�
USE IN HEADLINES
When highlighting a specific product in a headline or subhead, product names must
always follow the U by Kotex® Brand, in a vertical format.� Please see brochure example
at right.� Both U by Kotex® and the product name should be treated in text form, rather
than using the U by Kotex® logo or product name’s word mark.�
USE IN BODY COPY
Product names must always follow the U by Kotex® brand in written communications
(i.�e.� U by Kotex Barely There®).� The asterisk is removed from “U by Kotex”, and follows
the product name, except for CleanWear*.� Word marks should not be used in body
copy.� They should appear as a bolded version of the text: U by Kotex AllNighter® Pads.
The following is proper Word Mark copy:
U by Kotex® CleanWear® Pads
U by Kotex AllNighter® Pads
U by Kotex Barely There® Liners
U by Kotex Curves® Liners
U by Kotex® Click® Tampons
U by Kotex® Sleek* Tampons
Product Word Marks
*
OPTIONAL COLORS
Optional colors are included in the U by Kotex® palette for use in
specific applications, and they should not be used in overarching brand
communications.� “Overnight” PMS 2655 Purple should only be used in
communications related to the Overnight product.� PMS 108 Yellow can be used
to call out “NEW”.� PMS 246 and PMS 2727 may be used only in 2012 since they
are “trendy” colors that change annually.�
PMS 3278 has been added to the palette for use only in brand applications
related to the U by Kotex® Sleek* Tampon line extension.�
If a printing method does not allow for spot colors, all primary and secondary
colors should be provided as a target to be achieved with a 4 color process.� Lead
colors are priority when selecting what should be achieved with a spot color.�
NOTE: All colors are from the Pantone Matching System.�
PANTONE®
108 C
0C/6M/95Y/0K255R/229G/18B overnight
PANTONE®
2655 C
54C/49M/0Y/0K126R/129G/190B
PANTONE®
3278 C
100C/0M/55Y/5K0R/161G/142B
ONLY for Sleek*!
PANTONE®
246 C
29C/90M/0Y/0K182R/62G/151B
PANTONE®
2727 C
71C/42M/0Y/0K78R/132G/196B
NEW for 2012!
29
LEAD COLORS
Black is the lead color of choice for U by Kotex®.� PMS 7547 Black has been
chosen for unified control across all mediums.� This Black is especially
deep and clean for optimal contrast with white and accent colors.� PMS
7547 must replace Process Black in CMYK applications where possible
to ensure consistency.�
PMS 7547 Black can be paired with a pop of color whenever a bold accent
element is needed.� PMS 375 Green is the preferred color accent.� White is used
for the U by Kotex® Brand logo, and to highlight information staged on black.�
Black should dominate the color coverage in any communication.�
Gloss varnish is used to highlight design elements and brand communications
(i.�e.�, logo) throughout printed materials and packaging.� If varnish is not
available, subtle grey on black color contrast may be substituted for design
elements.� The grey value must be 85% of PMS 7547.�
PANTONE®
375 C
41C/0M/78Y/0K160R/207G/103B
PANTONE®
7547 C
35C/4M/0Y/94K23R/41G/52B
NEW COLORS are added to our palette
every year. Can you guess what’s coming in 2013?
PRIMARY COLORS
These colors are acceptable color accents in all
printed and digital communications.� They are to
be used sparingly and to complement the lead
colors rather than dominate the palette.�
PANTONE®
process cyan c
100C/0M/0Y/0K0R/174B/239G
PANTONE®
213 C
0C/95M/27Y/0K238R/43G/116B
colorpalette
colordo’s
30
Example in Sales Kit
PRODUCT AND WRAPPERS
3-5 multi-colored products and/or
wrappers should be used together in an
orderly arrangement.� Only use products
and wrappers that reflect the 2012 product
color palette and design.�
HANDWRITTEN CALL OUTS
Only one text color may be used in combination
with White or Black in a handwritten call out.�
The color must relate to photography or graphic
elements being used in the application.�
COLORED DOTS
Only two different colors may be used in a single
brand application.� Dots should correspond to the
colors used in typography, product imagery, and
photography.� Suggested color pairings for the
dots are as follows:
BREAK THE CYCLE
Coloration of the Break the Cycle* tape holding
shape must correspond to the accent color used in a
headine.� If no headline is in use, the tape must relate
to photography or match graphic elements.�
PHOTOGRAPHY
Photography must
be in full color
with vibrant hues
strongly relating to
the U by Kotex®
Brand palette.�
Images should have
a pop color that ties
into the piece fitting
with the graphic
elements and
typography used.�
SWIRLS AND
LINEWORK
A 85% tint of PMS
7547 Black must be
used to create swirl
and linework pattern
elements.� These
elements should
feel like part of the
background, and
never distract from
copy, product
imagery or
photography.�
HEADLINES AND PRODUCT CALL OUTS
Only one text color may be used in combination with white or
black, in a headline or product call out.� The color must relate to
graphic elements being used, i.�e.�, green photographic elements
or green product wrappers, green dots, and green type could be
used together.�
PMS CYANPMS 375C
PMS 2727 CPMS 375 C
PMS 213 CPMS 375 C
PMS 246 CPMS 3278 C
colorpalette
This color combo is only for Sleek*!
*
31
colorpalette
Win a trip to the movies!
Buy 3 U by Kotexproducts!
Text “Kotex”to 54901
Enter toWIN!
Pads, tampons and liners designed to keep you comfortably protected.
Nowavailable!
Introducing
HONESTYISHEALTHY.COM
Never introduce new dot
colors.� Only use colors within
the U by Kotex® palette
Never link dot color to product absorbency color coding, or stage
packaging on colored dots.� Never create a “traffic light formation”
with colored dots
Never create a step and
repeat pattern with dots.�
They should feel playful
Never use more than two
different dot colors in a
single brand application
Never use more than two
typography colors, in addition
to black or white, in one
brand application
Never enlarge or overlap
colored dots
Never stage copy on more than one dot color, in one brand
application.� Never stage copy on a yellow dot
Never create swirls or
linework in a color other than
a 85% tint of PMS 7547 Black
or gloss varnish
Never stage colored dots on a
white or colored background
Never stage swirls or linework
on a white or colored
background
Get Ready For A Girls’ Night!
color
dont’s
The correct use of color is
essential for a consistent
presentation of the
U by Kotex® brand. These
examples represent
unacceptable uses
of color elements.
32
typography
CONFIDENT
TRUTHFUL …
& BOLDbursting with personalitybursting with personality
playful, and always full of
SURPRISES!Consistent use of typography in all brand applications will reinforce the
U by Kotex® Brand visual equity.� Variation in the style of typefaces presented in the
guidelines should allow the flexibility to communicate any brand message.�
introducing the U by Kotex® Brand
family of typefaces
FOCO FAMILY
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Regular
HANDSOME FAMILY
ABCDEFGHIJKLMNOP Q RST U V W XYZabcde fghi jklmnopqrs tuvwxyz1234567890
GOTHAM ROUNDED MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ANDREA UPRIGHT SCRIPT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
33
ubykotex.com
cutepatterns!
PADS AND LINERS DESIGNED TO FIT YOUR STYLE.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer son gemodo dapibus lectus eu volutpat. Fusce rhoncus velit sed massa into commodo vel ultrices augue adipiscing varius.
take aSTAND
BLAND*
typography
HANDWRITTEN CALL OUTS
Andrea’s Script Upright lowercase gives a natural and handwritten
feeling to all call outs.� Call outs should be paired with a handdrawn
arrow, pointing to the image or graphic referenced.� Use no more
than two handwritten call outs per brand application.�
SUBHEADS
The use of Foco Bold, all upper case, ensures
the legibility and prominence of subheads.�
Subheads are generally 1/2 the size of
headlines.�
HEADLINES
Headlines must be bold with a splash of the U by Kotex®
approachable personality.� A combination of Foco Bold
uppercase and Andrea’s Upright Script lowercase provides
the proper balance.� Handsome Thin may also be used
as an alternative to Andrea’s Upright Script.� The usage
ratio of one typeface to the other should never be equal
(i.�e.�, Andrea’s Upright Script should be used in 75% of the
communication, and Foco Bold should constitute the other
25%).� The inverse proportion may also be used.�
BODY COPY
Clear and concise communication is essential in body
copy.� Foco Bold may be used to highlight priority
communications within body copy.� Body copy is
generally 2/3 the size of subheads.�
ANGLED HEADLINES
Angled Headlines may be used to call attention to a
particular messaging or to make a statement stand out.�
Only one angled headline, if any, should be used per
brand application.�
LABELING POLAROIDS
Polaroids should be labeled with
Andrea’s Script Upright title case only.�
This ensures that the Polaroid® feels
like it came straight from the
U by Kotex® girl’s personal notebook.�
Circular Example
typographydo’s
POST-ITS® AND NOTE CARDS
Andrea’s Script Upright Titlecase must be
used for copy on Post-it® notes and note
cards.� Only use one Post-it® note or note
card per brand application.�
playful patterns!
34
typography
dont’s
The correct use of typography
is essential for a consistent
presentation of
the U by Kotex® Brand.
These examples represent
unacceptable uses of
type elements.
typography
Never use script typefaces
not presented in these
guidelines
Never use serif typefaces in
U by Kotex® Brand applications
Never use the “U” logomark
in headline, subhead,
or body copy
Never use product wordmarks
in headline, subhead,
or body copy
Never combine more than
two type styles in a single piece
of communication
Never combine more than
three type styles in a single
brand application
Never use multiple tape
headlines in one brand
application
Never use a tape headline
in combination with
Break the Cycle*
*