Brand Guidelines. Knewton Visual Communications

Transcription

1 Brand Guidelines Knewton Visual Communications KNEWTON.COM UPDATED

2 TABLE OF CONTENTS 03 Introduction 04 Corporate Logo 10 Typography 13 Color 19 Photography 21 Graphics 25 Integrated Examples 2

3 INTRODUCTION The Knewton Brand The Knewton brand is more than a logo. It s a set of design elements that express the essence of our company. Everything we promise, build, and deliver reflects the Knewton brand. Knewton is a global company with a presence on every continent except Antarctica. This international reach makes it essential that we communicate in a clear and consistent way across presentations and s, at conferences and events, and in our products and those of our partners, from London to Tokyo to São Paulo. Adhering to brand guidelines will teach people to associate Knewton with the values it stands for. Consistency reinforces our mission: to personalize learning for the world. Please follow these guidelines when making and evaluating creative decisions in product design, marketing, partnerships, and all other external and internal communications. 3

4 CORPORATE LOGO Proper Usage The Knewton logo consists of two parts: the atom and the logotype. The logo is most often used in full color or knockout, but can also be used in a monochrome when appropriate. Full color The full color logo should be used only on white or light backgrounds (less than 5% tint). The knockout logo should be used only on solid dark backgrounds or backgrounds that provide suitable contrast such as solid, dark areas in photographs. Knockout The monochrome logo is mainly for use on partner products and collateral. Clear space is determined by Knewton letter height. Monochrome 4

5 CORPORATE LOGO Incorrect Usage Size Don t change the scale of the atom with respect to the logotype. This includes spacing between each element, proportions of the letters, etc. Color Changing the color of the logo is forbidden, even when using other brand colors. Effects Popular effects such as drop shadows, bevels, emboss, and gradients should not be used on the logo. Separation The logotype should never be used without the atom. However, in special cases such as a favicon or button, the atom can be used without the logotype. Backgrounds The full color logo should never be used on dark colors or busy patterns. Photography The full color logo should never be used on top of photography. Use knockout logo instead. 5

6 CORPORATE LOGO Ingredient Branding Logo What Is Ingredient Branding? Stacked Ingredient Branding Ingredient branding is a marketing strategy where a component or ingredient of a product or service is pulled into the spotlight and given its own identity. Popular examples of this are Intel Inside or BP gasoline with Invigorate. Inline Ingredient Branding Promotional materials for Knewton-powered products should include the Knewton or Powered by Knewton ingredient brand. This includes materials for websites, print collateral, and presentations. The ingredient branding logo is available in full color, knockout, and monochrome. It comes in two lock-ups; stacked (vertical) and inline (horizontal). Partners are welcome to use either lock-up as long as appropriate clear space is given around Knewton branding. 6

7 CORPORATE LOGO Ingredient Branding Knewton Font Museo Sans 500 Italic Powered by Knewton Powered by Knewton If not able to use the Knewton Ingredient Branidng Logo within product UI and Museo Sans, the Knewton primary font, is available, use Museo Sans 500 Italic. Font Size Match the font size of Powered by Knewton to the text size for your product. Font Color On white or light background use: # Powered by Knewton Powered by Knewton On color background use: #FFFFFF (White) at 75% opacity Powered by Knewton 7

8 CORPORATE LOGO Ingredient Branding Partner Font Your Product Font in Italics Powered by Knewton Powered by Knewton POWERED BY KNEWTON If not able to use the Knewton Ingredient Branidng Logo and Museo Sans is unavailable, use the product font in italics. Font Size Match the font size of Powered by Knewton to the text size for your product. Font Color On white or light background use: # or Black at 75% opacity POWERED BY KNEWTON Powered by Knewton On color background use: #FFFFFF (White) at 75% opacity Powered by Knewton 8

9 CORPORATE LOGO Sub-Brands In addition to the corporate logo, Knewton has sub-brands for internal and external communication, events, and sample products. Knewton employees are known as Knerds. Logotypes for sub-brands use Knewton fonts. New sub-brands should be created sparingly and require approval from Marketing. If you are considering a sub-brand, please contact marketing-team@knewton.com Knerd Logotype N choose K Logotype Knewton Symposium Logo 9

10 TYPOGRAPHY Museo Sans Museo Sans is Knewton s primary typeface. It is a sturdy, low-contrast, geometric, highly legible sans-serif typeface well suited for display and text. The Museo Sans Open Type font family has many features including ligatures, automatic fractions, proportional/tabular lining, old-style figures, numerators, denominators, superiors and inferiors. To receive a license and a copy of the font files, please contact marketing-team@knewton.com Museo Sans 100/300/900 KNEWTON IS THE FUTURE 45pt+ display header all caps. Use in large-format print collateral, website, and display headers with short copy. Museo Sans 100/300/900 Knewton is the future 45pt+ display header sentence case. Use in large-format print collateral, website, and display headers with short copy. Museo Sans 300 Knewton is the future 12pt subheader. Use for subheaders and callout paragraphs. Can be used for callout quotes. Museo Sans 700 Knewton is the future 12pt section header sentence case. Use for section headers and table of contents headers in print collateral such as white papers. Museo Sans 900 KNEWTON IS THE FUTURE 8pt+ header small caps. Use for pagination headers. Can also be used for subsection headers. 10

11 TYPOGRAPHY Charter Charter is a secondary font used in body copy. To receive a license and a copy of the font files, please contact marketing-team@knewton.com Charter Roman Knewton is the future Use for all longform body copy at 9pt with 16pt leading in both print and digital. Charter Bold Knewton is the future Use for emphasis in all longform body copy at 9pt with 16pt leading in both print and digital. Can also be used for footnotes at 7.5pt size. 11

12 TYPOGRAPHY Noto Noto is used to support international markets that use alphabets that are not available in Museo Sans or Charter. Noto is used for both headline and body copy. To receive a license and a copy of the font files, please contact marketing-team@knewton.com Arabic التعليم هو المستقبل Used for headlines and body copy in both print and digital when other fonts are not available. Chinese 教育是未来 Used for headlines and body copy in both print and digital when other fonts are not available. Japanese 教育が未来であります Used for headlines and body copy in both print and digital when other fonts are not available. Russian Образование будущего Used for headlines and body copy in both print and digital when other fonts are not available. 12

13 TYPOGRAPHY Museo Slab & Proxima Nova Museo Slab is used as an accent headline in digital assets such as video titles. Proxima Nova is used in presentation materials such as pitch decks and keynotes where Museo Sans or Charter isn t supported, e.g., Google Docs. To receive a license and a copy of the font files, please contact marketing-team@knewton.com Museo Slab 300/ * Can be used for numerals in large- and small-scale formats as well as subheader. Museo Slab 500/900 Knewton is the future Can be used for numerals in large- and small-scale formats as well as headers in print collateral. Proxima Nova Regular Knewton is the future Main typeface used in Knewton presentations. Use for short, descriptive paragraphs, shortform copy, and charts. Proxima Nova Bold Knewton is the future Main typeface used in Knewton presentations. Use for presentation headers. Can also be used for emphasis within a paragraph. 13

14 COLOR Primary Palette WHEN TO USE Knewton Blue should be present across all materials. River and Midnight can be used liberally. Concrete and Slate are mainly for text and graphics; they should never be used as a primary palette on a piece of collateral. White space is always welcome. Knewton Blue River Midnight Concrete Slate CMYK RGB Hexcode #00abc7 #0077a5 #042b48 #a3aaad # Pantone 3125 C 2150 C 7463 C 429 C 425 C 14

15 COLOR Secondary Palette WHEN TO USE Knewton s secondary palette is warm and enticing. It conveys the dynamic energy of Knewton s brand. Audience and setting will determine how extensively these colors should be used: more freely for a conference of K12 teachers, sparingly in a formal business presentation. Canary Orange Pink Purple CMYK RGB Hexcode #ffe500 #f36c24 #e2499a #95368e Pantone 803 C 1585 C 232C 513 C 15

16 COLOR Tertiary Palette Level 01 Tints WHEN TO USE These tints are used minimally across the Knewton brand. Their main purpose is to add depth to graphics (e.g., charts in a white paper) or to add more dimension to a consumer infographic. These tints should never be used as primary palette. Blue Tint 01 Yellow Tint 01 Orange Tint 01 Pink Tint 01 Purple Tint 01 Grey Tint 01 CMYK RGB Hexcode #c6e8ef #fff4c3 #fdd6c5 #f9cbdf #e7cce0 #e5e4e4 Pantone 16

17 COLOR Tertiary Palette Level 02 Tints WHEN TO USE These tints, like the Level 01 Tertiary Tints, are used minimally across the Knewton brand. They are to be used in extreme situations where further depth is needed: a character animation, or a graph with many levels of information. These should be rarely seen in collateral. Blue Tint 02 Yellow Tint 02 Orange Tint 02 Pink Tint 02 Purple Tint 02 Grey Tint 02 CMYK RGB Hexcode #eaf6f7 #fffae7 #feeee7 #fdedf4 #f6eaf0 #f1f3f4 Pantone 17

18 COLOR Tertiary Palette Shades WHEN TO USE The Tertiary shades are used minimally in printed material, but their use becomes more flexible across digital assets. For example, Engine Red and Green become more appropriate in products, while the other colors are to be used as shadows in animations. Obsidian can be used with Knewton s primary palette when needed. FPO Sun Flower Engine Red Magenta Plum Green Obsidian CMYK RGB Hexcode #ffcb05 #d33131 #c40070 #64126d #3eaf49 # Pantone 18

19 PHOTOGRAPHY Branded Images Warm, unguarded, in-the-moment Minimalist composition Rich, bold pops of color Clean lines Crisp closeups 19

20 PHOTOGRAPHY Head Shots Warm and authentic expression Minimalist composition 20

21 GRAPHICS Charts and Graphs Knewton represents complex data in simple visuals using icons, shapes, and colors. 21

22 GRAPHICS Iconography Knewton uses simple line art to support specific values or points such as company facts, student recommendations, platform technology, and efficacy rates. 22

23 GRAPHICS Illustration Knewton s style in background and illustration is inspired by our technology: dynamic, evolving, vibrant. Simple shapes and bright colors overlap, demontrating Knewton s complexity and depth. Illustrations are used as website and video backgrounds, information graphics, and efficacy charts. 23

24 GRAPHICS Pattern Backgrounds and patterns draw inspiration from Knewton technology: dynamic, kinetic, evolving, vibrant. They make liberal use of the secondary palette and may include references to the graphs and data structures used in adaptive learning. 24

25 INTEGRATED EXAMPLES The Knewton Brand Web Video Print 25

26 CONTACT Address th Avenue, 8 th Floor New York, NY United States of America For questions or to request assets contact: marketing-team@knewton.com KNEWTON.COM UPDATED