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    Kenko Tea Brand Guide

    Uploaded by

    ro min
    This document outlines the brand guidelines for Kenko Tea for 2013. It details the primary and dynamic logos, brand colors, approved fonts, guidelines for logo usage including spacing and backgrounds, secondary typography, the Kenko fox mascot, grid texture background, and use of illustrations tied to the brand elements. The guidelines provide direction on properly representing the Kenko Tea brand identity and assets.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Kenko Tea Brand Guide

    Uploaded by

    ro min
    156 views10 pages
    This document outlines the brand guidelines for Kenko Tea for 2013. It details the primary and dynamic logos, brand colors, approved fonts, guidelines for logo usage including spacing and backgrounds, secondary typography, the Kenko fox mascot, grid texture background, and use of illustrations tied to the brand elements. The guidelines provide direction on properly representing the Kenko Tea brand identity and assets.

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    Original Title

    Kenko Tea Brand Guide (1)

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    This document outlines the brand guidelines for Kenko Tea for 2013. It details the primary and dynamic logos, brand colors, approved fonts, guidelines for logo usage including spacing and backgrounds, secondary typography, the Kenko fox mascot, grid texture background, and use of illustrations tied to the brand elements. The guidelines provide direction on properly representing the Kenko Tea brand identity and assets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    156 views10 pages

    Kenko Tea Brand Guide

    Uploaded by

    ro min
    This document outlines the brand guidelines for Kenko Tea for 2013. It details the primary and dynamic logos, brand colors, approved fonts, guidelines for logo usage including spacing and backgrounds, secondary typography, the Kenko fox mascot, grid texture background, and use of illustrations tied to the brand elements. The guidelines provide direction on properly representing the Kenko Tea brand identity and assets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 10

    K E N KO T E A 2 013 B R A N D G U I D E L I N E S

    BY PORS HAMAR AI S .COM

    B R A ND G U I D E L I NE S 2 013
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    LOGO

    P R I M A RY LO G O P R I M A RY LO G O
    O N G R E E N B AC KG RO U N D O N W H I T E B AC KG RO U N D

    DY N A M I C LO G O
    The logo can be used for the Matcha Green Tea product or the brand alone.
    The white text can change for future products, or disappear altogether for brand only promotion.
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    B R AN D CO LO U R S

    B L ACK DARK GREEN


    C 0 M 0 Y0 K10 0 C90 M30 Y95 K30
    R255 G255 B255 R 5 G10 4 B 57
    #000000 # 056839

    WHITE TEA GREEN


    C0 M 0 Y0 K0 C 5 0 M 0 Y10 0 K0
    R0 G0 B0 R141 G19 8 B 6 3
    #FFFFFF #8DC63F
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    LOGO F ONT S

    P R I M A RY LO G OT Y P E
    GIBSON
    SEMIBOLD

    S E C O N DA RY LO G OT Y P E
    DIN
    BOLD
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    LOGO U S E G U I DE LI N E S

    S PAC E A RO U N D LO G O
    10 mm
    Logo should be given a border of breathing space
    between it and any other object.
    Preferably at least ... 15 m m

    15mm on left and right 15 m m

    10mm above and below.

    An exception to this would be text for “super 10 mm

    premium matcha tea” whic can go below the logo


    as on the packaging.

    L O G O P R E S E N TAT I O N
    its simple really –don’t mess with the logo.
    Keep it in proportion and use brand guide
    specified formats and colours.

    DO NOT STRAIGHTEN.
    DO NOT ROTATE MORE.
    DO NO STRETCH.
    DO NOT CHANGE FONT.
    DO NOT COLOUR OFF BRAND.
    DO NOT RECREATE LOGO.
    etc.
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    LOGO U S E G U I DE LI N E S

    PREFERRED OPTION
    LO G O S U S E D O N A B AC KG RO U N D
    When using the logo on a coloured or patterned
    background, the “KENKO TEA” text should always
    be the same green. The secondary text – e.g.
    “Matcha Green” –should be the most contrast
    option of white or dark green.

    PREFERRED OPTION
    If the logo needs to be used on a complicated
    background (like a photo), then a tatami patterned
    dark green box should be placed around the
    logo.

    The preferred options are a white background


    and a dark green brand patterned (tatami)
    background.
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    TYPOGR APHY

    BRAND FONTS

    DIN - REGUL AR

    ABCDEFGHIJKLMN
    OPQRSTUV W X Y Z
    abcdefghijklmno
    pqrstuv w x yz
    DIN - BOLD

    ABCDEFGHIJKLMN
    OPQRSTUV W X YZ
    abcdefghijklmno
    pqrstuv w x yz
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    S E C O N D A RY E L E M E N T S

    M A SCOT
    KENKO the healthy, happy fox and his steamy
    cup of green tea add the “cute, fun and playful”
    aspects to the brand whilst subtly referencing
    Japanese animation and kawaii culture.
    The steam from Kenko’s tea cup also has unique
    features –with its distinct style it has the power to
    reveal a mood or a feeling.

    G R I D B AC KG RO U N D T E X T U R E
    hinting at tatami (Japanese floor mats), this texture
    element adds depth to the branding suite. It
    can be used for backgrounds in print and on the
    website as well in other elements to bring the
    brand in –like the bar graph.
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

    S E C O N D A RY E L E M E N T S

    I L L U S T R AT I O N S
    To communicate key aspects of marketing, Kenko
    relies on illustration.
    The illustrations all tie in key brand elements like
    the brand colours, the fox mascot, and the tatami
    pattern.
    K E N KO T E A 2 013 B R A N D G U I D E L I N E S
    BY PORS HAMAR AI S .COM

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