Kounta s Brand Anatomy

Transcription

1 Style Guide

2 Kounta s Brand Anatomy Purpose Why we exist To help businesses do a lot more with a lot less. Vision What we re striving towards To enable commerce as a force for good for businesses, for the customers they serve, and the world. Story Platform The story that differentiates & defines us Possibility. Exponential possibilities open up when we reimagine the point of sale today. Brand DNA The qualities we value & define our character Unifying & inclusive, Enterprising, A bold thinker, Holistic, For the good of all Voice How we share our story with the world Optimistic, Lateral, Vocal, Responsible, Transformative Kounta Style Guide 11

3 B. Brand Concept Kounta Style Guide 12

4 Context Understanding the environment in which Kounta is used enables us to better align the identity with its users and their needs. Fitting in with users interiors will show them that Kounta gets what they do and can enable them to do it better without getting in the way. It will also attract potential users by demonstrating an understanding of the category. Kounta Style Guide 13

5 The Chameleon The brand concept centers around the brand adapting to its environment, much like a chameleon. This increases the focus on the sector the app is used in, taking more overt cues from hospitality. This concept sits comfortably within hospitality interiors, referencing their use of sophisticated typographic pairings, as well as taking cues from movements in the category towards visual references to craftsmanship. Kounta Style Guide 15

6 C. Logos Kounta Style Guide 16

7 Logo This is the primary logo, for use in brand contexts such as the website and app. In these contexts it is used where the audience is already aware of the brand name. It is also used outside of brand contexts in instances where it is accompanied by the full Kounta name, eg. in social media. Kounta Style Guide 19

8 Word mark The word mark is the secondary logo, and should be used outside of brand contexts, where the full Kounta name needs to be clearly articulated. It can also be used to supplement the primary logo, but the two should never appear together. Kounta Style Guide 21

9 Logo colours Grey logo This is the primary logo colour and should be used on light and white backgrounds. White logo This colour should be used on dark backgrounds and on top of photography. Kounta Style Guide 22

10 Clear space The logos should always have a minimum clear space all the way around to ensure visibility and impact. The clear space is taken from the line width of the letters. Kounta Style Guide 23

11 Proportions The logo has been designed at a specific width to height ratio it should never be stretched or squashed to fit a space. Original Original Kounta Style Guide 24

12 Incorrect usage DO NOT use the orange logo on a dark background. In this instance, a white logo should be used. DO NOT change the logo to a colour outside of the 3 brand logo colours. DO NOT use a coloured logo on top of an image. In this instance, a white logo should be used. DO NOT use the charcoal logo on a dark background. In this instance, a white logo should be used. DO NOT use the two logo variations next to each other. Only one should be visible at a time. DO NOT rotate the logo. It should always be straight and read left to right. DO NOT put the logo in a circle or other shape. DO NOT split or alter the logo in any way. Kounta Style Guide 25

13 D. Colour Kounta Style Guide 26

14 Colour inspiration The colour palette takes inspiration from clients interiors as well as trends in material usage across the hospitality category. Kounta Style Guide 27

15 Colour palette Primary Kounta Orange R: 255 G: 128 B: 10 C: 0 M: 60 Y: 100 K: 0 Kounta Charcoal R: 74 G: 74 B: 74 C: 0 M: 0 Y: 0 K: 86 Secondary Kounta Beige Half Kounta Beige Kounta Kraft Half Kounta Kraft Kounta Copper Half Kounta Copper Kounta Konkrete R: 242 G: 237 B: 235 R: 231 G: 224 B: 215 R: 224 G: 209 B: 194 R: 181 G: 143 B: 99 R: 222 G: 196 B: 181 R: 173 G: 115 B: 82 R: 176 G: 176 B: 176 C: 4 M: 5 Y: 5 K: 0 C: 8 M: 9 Y: 13 K: 0 C: 11 M: 15 Y: 22 K: 0 C: 28 M: 42 Y: 68 K: 4 C: 12 M: 22 Y: 26 K: 0 C: 27 M: 57 Y: 72 K: 10 C: 0 M: 0 Y: 0 K: 37 Kounta Style Guide 28

16 Colour palette Primary Kounta Orange R: 255 G: 128 B: 10 C: 0 M: 60 Y: 100 K: 0 Kounta Charcoal R: 74 G: 74 B: 74 C: 0 M: 0 Y: 0 K: 86 These primary colours are the main brand colours and at least one of them should be used in all designs in order to create greater brand recognition. The orange has been chosen as the key brand colour as it is bright, optimistic and ownable within the POS category. It contrasts well with the warm, natural tones of hospitality interiors. It should be used to colour the logo and for CTAs. The charcoal has been chosen as a warmer, less corporate alternative to black. It sits well within the hospitality space and suits the brand orange. It should be used to colour the logo, and for text, iconography and detailing. Kounta Style Guide 29

17 Colour palette The secondary colour palette is for use as background colours in branded contexts, to bring warmth to environments such as the website or app. They can be used in varying opacities. This colour palette has been taken directly from the hospitality interiors colour inspiration. Secondary Kounta Beige Half Kounta Beige Kounta Kraft Half Kounta Kraft Kounta Copper Half Kounta Copper Kounta Konkrete R: 242 G: 237 B: 235 R: 231 G: 224 B: 215 R: 224 G: 209 B: 194 R: 181 G: 143 B: 99 R: 222 G: 196 B: 181 R: 173 G: 115 B: 82 R: 176 G: 176 B: 176 C: 4 M: 5 Y: 5 K: 0 C: 8 M: 9 Y: 13 K: 0 C: 11 M: 15 Y: 22 K: 0 C: 28 M: 42 Y: 68 K: 4 C: 12 M: 22 Y: 26 K: 0 C: 27 M: 57 Y: 72 K: 10 C: 0 M: 0 Y: 0 K: 37 Kounta Style Guide 30

18 Client collaboration Primary? R:? G:? B:? C:? M:? Y:? K:? Client s colour Kounta Charcoal R: 74 G: 74 B: 74 C: 0 M: 0 Y: 0 K: 86 Kounta s identity should be adaptable to whatever environment it is placed in. In the Kounta app, partners are able to use their own brand colour, which replaces the Kounta orange in the primary colour palette. This collaboration is for use within the app only. Kounta Style Guide 31

19 Client collaboration Case study: Messina Primary The colour palette changes to include the Messina green. This collaboration is for use within the app only. Messina Green R: 189 G: 212 B: 134 Kounta Charcoal R: 74 G: 74 B: 74 C: 0 M: 0 Y: 0 K: 86 Logo application The logo colour does not change to Messina green. The white logo can instead be placed on top of Messina green. Kounta Style Guide 32

20 Colour palette App colours R: 60 G: 166 B: 69 R: 0 G: 157 B: 97 R: 0 G: 169 B: 142 R: 255 G: 77 B: 0 R: 255 G: 128 B: 10 R: 255 G: 168 B: 10 R: 255 G: 22 B: 67 R: 245 G: 0 B: 0 R: 255 G: 71 B: 38 C: 73 M: 0 Y: 98 K: 10 C: 91 M: 0 Y: 81 K: 10 C: 99 M: 0 Y: 60 K: 0 C: 0 M: 84 Y: 100 K: 0 C: 0 M: 62 Y: 100 K: 0 C: 0 M: 39 Y: 100 K: 0 C: 0 M: 97 Y: 69 K: 0 C: 0 M: 100 Y: 100 K: 0 C: 0 M: 86 Y: 90 K: 0 The app colours are exclusively for use within the Kounta app. Kounta Style Guide 33

21 E. Typography Kounta Style Guide 34

22 Typographic style The typographic style takes inspiration from the warm, elegant sophistication prevalent in typography throughout the hospitality sector. Kounta Style Guide 35

23 Choosing typefaces When choosing typefaces, our primary aim was to create a brand voice which is in keeping with Kounta s philosophy and target market. Our use of bespoke typefaces speaks of the quality of the product, and also creates a far more ownable aesthetic. We have ensured all fonts chosen are available for both web and app licensing. Taking onboard the environment in which Kounta is used, we have incorporated a sophisticated serif typeface into the style guide. This, in combination with a sans serif, will add greater flexibility across the brand touch points, allowing Kounta to be more sophisticated in some instances, and more functional in others. For example the serif adds sophistication and feels more premium on the website, however this becomes less prominent once we get to the app so that the sans serif (which has clearer communication) takes a more prominent role. Kounta Style Guide 36

24 Typography Headings Berlingske Serif has been chosen due to the circular forms present in many of its characters, which plays into the circular geometry present in the logo forms. It also has an elegant sophistication which empathises with the hospitality sector. Purchase: berlingske-serif Berlingske Serif Light Cras sit amet porta eros sed Berlingske Serif Medium Cras sit amet porta eros sed Kounta Style Guide 37

25 Typography Body copy Akkurat has been chosen due to its clean, neutral appearance. It is highly legible, therefore ideal for use in body copy and in-app, and contrasts well with the headline typeface Berlingske Serif. Purchase: Akkurat Light Cras sit amet porta eros sed Akkurat Regular Cras sit amet porta eros sed Akkurat Light Italic Cras sit amet porta eros sed Akkurat Regular Italic Cras sit amet porta eros sed Akkurat Mono Cras sit amet porta eros sed Kounta Style Guide 38

26 Usage Our Community Reimagining the point of sale Feature rich Kounta comes with powerful features like inventory management, real-time reports and analytics, CRM, loyalty and much more. Berlingske Serif Light should be used for headings on light backgrounds. Berlingske Serif Medium should be used for headings and brand messaging on top of images. Berlingske Serif Light can be used for headings teamed with Akkurat Light for body copy. Our Community Berlingske Serif Medium should be used for headings on dark backgrounds. Kounta Style Guide 39

27 Usage Akkurat Commerce has moved to the cloud, and customers could be anywhere. To meet them where they re at, hospitality and retail businesses are looking to get more from their POS software. That s where Kounta comes in. Get started now Download on the app store Do it yourself Akkurat Light should be used for body copy on light backgrounds. Akkurat Regular should be used within buttons and for call to action links. Akkurat Regular can be used for headings on top of images, interchangeably with Berlingske Serif. Commerce has moved to the cloud, and customers could be anywhere. To meet them where they re at, hospitality and retail businesses are looking to get more from their POS software. That s where Kounta comes in. Akkurat Regular should be used for body copy on dark backgrounds. Kounta Style Guide 40

28 F. Graphic devices Kounta Style Guide 41

29 Circular theme The strong circular forms in the logo and headings typeface led to the circle becoming a key graphic form present throughout the identity. Cras sit amet porta eros sed Kounta Style Guide 42

30 Circular theme The circle as a graphic device can be used throughout the brand assets to make them more ownable and to reinforce brand language. Customer Yes Peter + Orders 23 [T1] Users $30.00 Bitty Golden Bluff + $35.00 Mendls + $30.00 Arabian Knights + $30.00 e Golden Bluff A circle can be used in place of a square to reinforce brand language. Circles can be used to encompass iconography. Kounta Style Guide 43

31 Iconography Kounta Style Guide 4

32 G. Photography Kounta Style Guide 4

33 Brand photography Kounta s photographic direction demonstrates their understanding of the industry they service. Kounta s use of imagery has been broken into 3 categories. Kounta Style Guide 4

34 1. Front of house These images depict what store owners covet busy, successful stores and great connections with their customers. Kounta Style Guide 4

35 2. Back of house These images depict real moments behind the scenes which show Kounta understands their clients passions and priorities. Kounta Style Guide 4

36 Case Study: Messina Front of house These images depict real moments behind the scenes which show Kounta understands their clients passions and priorities. Kounta Style Guide 4

37 Case Study: Messina Back of house These images depict real moments behind the scenes which show Kounta understands their clients passions and priorities. Kounta Style Guide

38 Case Study: Sonoma Front of house These images depict real moments behind the scenes which show Kounta understands their clients passions and priorities. Kounta Style Guide 5

39 Case Study: Sonoma Back of house These images depict real moments behind the scenes which show Kounta understands their clients passions and priorities. Kounta Style Guide 5

40 Functional product shots These are overhead shots of the product on warm interior surfaces (eg. concrete and wood), to be used for demonstrating the product and its features Search Messina Coffee Ice Cream Drinks Cafe Pop Porn The Block Bitty Big S Mores Triple Chocolate Golden Bluff Orders Customer Yes Peter + Golden Bluff Mendls 23 Users [T1] $30.00 $35.00 $30.00 Arabian Knights + $30.00 Search Messina Coffee Ice Cream Drinks Cafe Pop Porn The Block Bitty Big S Mores Triple Chocolate Golden Bluff Orders Customer Yes Peter + Golden Bluff Mendls 23 Users [T1] $30.00 $35.00 $30.00 Arabian Knights + $30.00 Atelier Atelier Arabian Knights Pepe Le Pew The Recipes Arabian Knights Pepe Le Pew The Recipes Tonka Tough Black Forest Gelato Strawberry Fields Total + $ Tonka Tough Black Forest Gelato Strawberry Fields Total + $ Fast Cash Check Out Fast Cash Check Out Kounta Style Guide 5

41 + + Use of photography The 3 categories of photography are intended to be used in collaboration with each other to give a vibrant, diverse insight into Kounta s offering. The imagery would be used in applications such as the website and display ads, which usually allow multiple images to be shown. Orders 23 Users Search Customer [T1] Messina Yes Peter + $30.00 Coffee Pop Porn The Block Bitty Golden Bluff $35.00 Ice Cream Mendls $30.00 Drinks Arabian Knights + $30.00 Cafe Big S Mores Triple Chocolate Golden Bluff Atelier Arabian Knights Pepe Le Pew The Recipes Tonka Tough Black Forest Gelato Strawberry Fields Total + $ Fast Cash Check Out Kounta Style Guide 5

42 Photographic style The photographs utilised throughout these 3 types are intended to fit within the reportage (documentary) style of photography. The shots should feel natural and candid, and not at all like stock photos. They should feature smiling customers and staff where appropriate, but also more natural/neutral expressions where it would be expected (eg. chefs cooking). The photographs should feature warm, natural lighting and earthy tones to complement the brand colour palette. Nighttime shots should utilise the ambient light in the environment to create the same feeling. Kounta Style Guide 5

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