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Design and Brand Guidelines Fonts, Colors, Icons

Contact Address

Phone

Online

Keypoint Intelligence

+ 1 973-797-2100

[email protected]

80 Little Falls Road, Suite 5 Fairfield, NJ 07004 United States

www.keypointintelligence.com

Corporate Typeface Typography plays a crucial role in the design of your brand identity, and it can have as much impact as a graphic or a logo.

Montserrat (Primary)

Open Sans (Secondary)

Montserrat is a well-balanced contemporary serif with

Open Sans is a humanist sans-serif typeface designed by

roots in calligraphy. It is a text typeface with moderate

Steve Matteson, commissioned by Google and released

contrast, well suited for body text.

in 2011. It is based on his previous Droid Sans design,

A paragraph set in Montserrat will make a memorable

designed for Android mobile devices, but slightly wider.

appearance because of its brushed curves in contrast

Featuring wide apertures on many letters and a large

with driving serifs. The overall typographic voice of

x-height (tall lower-case letters), the typeface is highly

Montserrat perfectly conveys the mood of a modern

legible on screen and at small sizes. It belongs to the

day story, or an art essay.

humanist genre of sans-serif typefaces, with a true italic.

Technically, Montserrat is optimised for screen appearance and works equally well in print.

As of July 2018 it is the second most served on Google Fonts, with over four billion views per day on more than 20 million websites.

Verdana (Optional) Used mainly for email text.

Visual Brand Guidelines | Corporate Typography

21

Primary Typeface

Monserrat Montserrat is a free typeface and can be downloaded here.

Styles

Regular Regular Italic Bold Bold Italic Extra Bold Extra Bold Italic

ABCDEFGHIJKL NOPQRSTUVWXYZ abcdefghijklnop qrstuvwxyz [email protected]£$%^& Montserrat Regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Montserrat Bold ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Visual Brand Guidelines | Corporate Typography

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Secondary Typeface

Open Sans Open Sans is a free typeface that can be downloaded here.

Styles

Regular Regular Italic Bold Bold Italic

ABCDEFGHIJKL NOPQRSTUVWXYZ abcdefghijklnop qrstuvwxyz [email protected]£$%^& Open Sans Regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Montserrat Bold ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Visual Brand Guidelines | Corporate Typography

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Optional Typeface

Verdana Verdana is a free typeface that is usually available as a default option already installed on every computer device.

Styles

Regular Regular Italic Bold Bold Italic

ABCDEFGHIJKL NOPQRSTUVWXYZ abcdefghijklnop qrstuvwxyz [email protected]£$%^& Verdana Regular ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Verdana Bold ABCDEFGHIJKLNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz [email protected]£$%^&

Visual Brand Guidelines | Corporate Typography

24

Corporate Color Strategy Cobalt 500 (Primary)

Crusta 500 (Secondary)

The primary color for Keypoint Intelligence is Cobalt Blue. This color is specified in

The secondary color for Keypoint Intelligence is Crusta Orange. This color is specified

many different tones from light to dark, and it can be identified by using color grades

in many different tones from light to dark, and it can be identified by using color

(example: 500 is the main grade color).

grades (example: 500 is the main grade color).

Cobalt

500

RGB: 34, 160, 150

HEX: #223d96

CMYK: 100, 89, 4, 1

RGB: 244, 245, 250

HEX: #f4f5fa

CMYK: 3, 2, 0, 0

RGB: 233, 236, 245

HEX: #e9ecf5

RGB: 200, 207, 229

Crusta

500

RGB: 243, 111, 33

HEX: #f36f21

CMYK: 0, 70, 98, 0

50

RGB: 254, 248, 244

HEX: #fef8f4

CMYK: 0, 2, 2, 0

50

CMYK: 7, 4, 1, 0

100

RGB: 254, 241, 233

HEX: #fef1e9

CMYK: 0, 5, 6, 0

100

HEX: #c8cfe5

CMYK: 20, 13, 2, 0

200

RGB: 252, 219, 200

HEX: #fcdbc8

CMYK: 1, 16, 18, 0

200

RGB: 164, 177, 213

HEX: #a7b1d5

CMYK: 34, 25, 2, 0

300

RGB: 250, 197, 166

HEX: #fac5a6

CMYK: 0, 26, 33, 0

300

RGB: 100, 119, 182

HEX: #6477b6

CMYK: 66, 53, 2, 0

400

RGB: 247, 154, 100

HEX: #f79a64

CMYK: 0, 47, 65, 0

400

RGB: 34, 160, 150

HEX: #223d96

CMYK: 100, 89, 4, 1

500

RGB: 243, 111, 33

HEX: #f36f21

CMYK: 0, 70, 98, 0

500

RGB: 31, 55, 135

HEX: #1f3787

CMYK: 100, 92, 15, 3

600

RGB: 219, 100, 30

HEX: #db641e

CMYK: 10, 73, 100, 1

600

RGB: 26, 46, 113

HEX: #1a2e71

CMYK: 100, 94, 26, 13

700

RGB: 182, 83, 25

HEX: #b65319

CMYK: 21, 77, 100, 10

700

RGB: 20, 37, 90

HEX: #14255a

CMYK: 100, 94, 34, 29

800

RGB: 146, 67, 20

HEX: #924314

CMYK: 29, 79, 100, 26

800

RGB: 17, 30, 74

HEX: #111e4a

CMYK: 100, 93, 39, 42

900

RGB: 119, 54, 16

HEX: #773610

CMYK: 33, 80, 100, 39

900

Visual Brand Guidelines | Corporate Color

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Secondary Colors

Lockmara 500 (Light Blue) This version of blue (Lochmara Blue) can be used in some intances, but not heavily across all Keypoint Intelligence deliverables. It is only meant to help in areas where highlights are needed.

Secondary colors are useful in cases where they are needed for extra support or to highlight important areas. This secondary color set allows for more options, too. Note: By no means should these secondary colors be used to heavily replace or accidentally overwelm the Keypoint Intelligence brand.

Visual Brand Guidelines | Corporate Color

Lochmara

500

RGB: 33, 115, 186

HEX: #2173ba

CMYK: 85, 52, 0, 0

RGB: 241, 246, 252

HEX: #f1f6fc

CMYK: 4, 1, 0, 0

50

RGB: 231, 240, 250

HEX: #e7f0fa

CMYK: 8, 2, 0, 0

100

RGB: 192, 220, 240

HEX: #c0dcf0

CMYK: 23, 5, 1, 0

200

RGB: 152, 199, 232

HEX: #98c7e8

CMYK: 38, 10, 1, 0

300

RGB: 78, 157, 214

HEX: #4e9dd6

CMYK: 66, 26, 0, 0

400

RGB: 33, 115, 186

HEX: #2173ba

CMYK: 85, 52, 0, 0

500

RGB: 0, 105, 180

HEX: #0069b4

CMYK: 91, 59, 0, 0

600

RGB: 0, 87, 150

HEX: #005796

CMYK: 98, 71, 13, 2

700

RGB: 16, 72, 120

HEX: #104878

CMYK: 100, 78, 28, 12

800

RGB: 19, 58, 97

HEX: #133a61

CMYK: 100, 81, 36, 26

900

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Tertiary Colors

French-Gray 500 (Gray)

Abbey 500 (Dark Gray)

This version of gray (French-Gray) can be used in some intances, but not heavily

This version of gray (Abbey) can be used in some intances, but not heavily across all

across all Keypoint Intelligence deliverables. It is only meant to help in areas where

Keypoint Intelligence deliverables. It is only meant to help in areas where highlights

highlights are needed.

are needed.

French-Gray

500

RGB: 193, 194, 200

HEX: #c1c2c8

CMYK: 24, 19, 15, 0

RGB: 251, 253, 255

HEX: #fbfdff

CMYK: 1, 0, 0, 0

RGB: 247, 248, 249

HEX: #f7f8f9

RGB: 241, 241, 243

Abbey

500

RGB: 85, 86, 90

HEX: #55565a

CMYK: 65, 57, 52, 29

50

RGB: 247, 248, 249

HEX: #f7f8f9

CMYK: 2, 1, 1, 0

50

CMYK: 2, 1, 1,0

100

RGB: 239, 238, 239

HEX: #efeeef

CMYK: 5, 4, 3, 0

100

HEX: #f1f1f3

CMYK: 4, 3, 2, 0

200

RGB: 214, 213, 213

HEX: #d6d5d5

CMYK: 15, 12, 12, 0

200

RGB: 231, 231, 233

HEX: #e7e7e9

CMYK: 8, 6, 5, 0

300

RGB: 187, 188, 190

HEX: #bbbcbe

CMYK: 27, 21, 20, 0

300

RGB: 211, 213, 218

HEX: #d3d5da

CMYK: 16, 12, 9, 0

400

RGB: 137, 136, 139

HEX: #89888b

CMYK: 49, 41, 39, 4

400

RGB: 193, 194, 200

HEX: #c1c2c8

CMYK: 24, 19, 15, 0

500

RGB: 85, 86, 90

HEX: #55565a

CMYK: 65, 57, 52, 29

500

RGB: 174, 175, 182

HEX: #aeafb6

CMYK: 33, 26, 22, 0

600

RGB: 77, 77, 81

HEX: #4d4d51

CMYK: 67, 60, 54, 35

600

RGB: 144, 146, 151

HEX: #909297

CMYK: 46, 37, 34, 2

700

RGB: 64, 65, 68

HEX: #404144

CMYK: 69, 62, 57, 45

700

RGB: 117, 117, 122

HEX: #75757a

CMYK: 58, 48, 43, 11

800

RGB: 51, 52, 54

HEX: #333436

CMYK: 71, 64 , 60, 56

800

RGB: 96, 96, 98

HEX: #606062

CMYK: 62, 54, 51, 23

900

RGB: 41, 42, 43

HEX: #292a2b

CMYK: 72, 66, 62, 65

900

Visual Brand Guidelines | Corporate Color

29

Gradient Colors Examples of How to Use Gradients Not everything in the Keypoint Intelligence brand uses solid colors. Sometimes we use gradients in graphics or backgrounds.

Blue Gradient (most widely used)

Orange Gradient

This blue gradient uses a color combination of the primary blue (Cobalt

This orange gradient uses a color combination of the secondary orange

500), the secondary blue (Lochmara 500), and the tertiary blue.

(Crusta 500) and a shade of the same color (Crusta 900).

Cobalt

500

Lochmara

Color Combination

500

Crusta

500

Crusta

900

Color Combination

Cobalt

Lochmara

Crusta 500

Crusta 900

RGB

34, 160, 150

33, 115, 186

RGB

243, 111, 33

119, 54, 16

HEX

#223d96

#2173ba

HEX

#f36f21

#773610

CMYK

100, 89, 4, 1

85, 52, 0, 0

CMYK

0, 70, 98, 0

33, 80, 100, 39

Visual Brand Guidelines | Corporate Color

30

Corporate Iconography Examples of How to Use Icons Against Other Colors

Examples from the

Wherever possible, icons should be created in a flat style using Keypoint Intelligence

Keypoint Intelligence

French Grey (700 or lower) paired with one other Keypoint Intelligence color.

Icon:

Icon:

Cobalt-200

Crusta-200

Background:

Background:

Cobalt-500

Crusta-500

An icon is a pictogram displayed on a screen or print layout to help the user navigate through the content in an easier way. The icon itself is a small picture or symbol serving as a quick, intuitive representation of a software tool, a function, or a data file.

Download the Icon Set Keypoint Intelligence works with a library of icons that can be found here. Icon:

Icon:

French-Gray-700

Crusta-700

Background:

Background:

French-Gray-100

Crusta-300

Visual Brand Guidelines | Corporate Color

Iconography System

How to Use the Icon System • • •

Only with a backround Minimum stroke size: 0.5 pt Upscale only proportional

35