Sec. 1 – Overview
Next Section
Sec. 2 – Brand Essence
Next SectionBrand Voice
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Good brands are built on consistency. The words identified to the right are the three brand tenants that should guide communication/messaging efforts.
- Community
- Experience
- Hospitality
Brand Tone
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Similarly to the brand voice, the tone words to the right should be utilize when communicating about the Krimson brand. This tonality should be applied in all mediums: writing, graphic design, customer experience, etc.
- Caring
- Responsive
- Sensible
Sec. 3 – Visual Identity
Next SectionLogo, Primary
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The primary Krimson logo may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.
Logo, Secondary
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The logo icon is the secondary graphic element of the visual identity. The logo icon may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high resolution digital files.
This mark is to be utilized when the primary logo cannot be used.
Sec. 4 – Identity Usage
Next SectionWhitespace, Logo
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Each aspect of the identity must be treated properly as it is applied to design. Pictured right are the guidelines for whitespace when utilizing the logo lockup.
The space surrounding the logo should never be smaller than the height of the uppercase K.
Misuses
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The Krimson logo should always be used in its original format or under the guidelines given. Never should logo be treated in one of the methods shown here.
Embellishing
Rotating
Altering Proportions
Non-Designated Colors
Non-Designated Colors
Reordering Elements
Distort or Skew
Adding Stroke
Layering Elements
Sec. 5 – Brand Elements
Next SectionBrand Texture
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Shown to the right are the brand textures for the Krimson brand identity. These textures should only be utilized in the four color combinations presented here.
At no point is text suppose to be placed overtop of the brand texture unless specified by the branding consultancy/agency.
Sec. 6 – Typography & Color
Next SectionTypography, Primary
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Basier Square
Shown here is the primary typeface for Krimson. Utilization includes titles and subtitles, and body copy.
The only acceptable weights for Basier Square is medium, and bold.
Tt
A Quick Brown Fox
Jumped Over A Lazy Dog
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890! @#$%^&*()_+
Color Palette
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Shown here is the color palette for the Krimson brand.
The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color palette is appropriate given the usage. The following shows each color profile's appropriate use:
- Pantone: Offset Spot Printing, Screen Printing
- CMYK: Offset Process Printing, Digital Printing
- HEX: Screen-Based Applications
- RGB: Screen-Based Applications