Key Club

Official Websites

• https://www.keyclub.org
• https://www.keyclub.org/brandguide
• http://www.keyclub.org

Brand Guidelines

2017

Brand Summary

Mission

• Key Club International is the oldest and largest service program for high school students, aiming to foster leadership and service among youth [^1].

Core Values

• service
• leadership
• community
• recognition
• tradition

Target Audience

• High school students seeking opportunities for service, leadership, and community involvement [^2].

Personality Traits

• fun
• informal
• hands-on
• professional
• modern

Visual Identity Overview

• The visual identity is clean, minimalistic, and modern, featuring a consistent use of sans-serif fonts, a defined color palette (blue, black, gold, white, and supplemental colors), and distinctive logo and seal designs. Visual elements include creative graphics, pencils, and illustrations that reflect the club’s spirit [^3].

Categories

Brand Voice

• Your written style is as important as the way your stuff looks. Remember these three things:
• “convention” Uppercase when used with the full name of a specific Kiwanis International convention. Never write “the international convention.” Instead, say “the Key Club International convention.”
• “international” Uppercase when used in the formal name of the organization and in other formal uses; otherwise, lowercase. Never use alone with “president” (title), “board” or “convention.” Instead, use: Key Club International president or Key Club International Board.
• Be consistent. It never hurts to have a guide. For writing style, Key Club follows The Associated Press (AP) Stylebook.
• Be concise. The fewer words you use, the better your message sinks in. Make your writing easy to follow and fun to read. In fact, reread what you write—then revise. You might be surprised what you can do without.
• Go easy on the eye. When it comes to visual appeal, the copy is important too. Don’t make people feel overwhelmed by words. Got a series of items or instructions? Use a “bullet-pointed” or numbered list. Got a key point? Try subheads in bold type. Some people skim—so make it skimmable.

Brand Imagery

• Shoot high-resolution photos. Most digital cameras allow you to change the resolution, so you can select the quality of your photos as you take them.
• “Resolution” is an indication of the quality of your photos. The higher the resolution, the sharper and more detailed your photo.
• Print resolution specs for a horizontal image printed at 6”x4” Specs Low Resolution Medium Resolution High Resolution Pixels 900x600 1800x1200 3600x2400 Resolution 150 ppi 300 ppi 600 ppi File Size 1.5MB or less 5MB or more 20MB or more
• Screen resolution specs for a horizontal image displayed at 6”x4” Specs Low Resolution Medium Resolution High Resolution Pixels 300x200 900x600 1800x1200 Resolution 50 ppi 150 ppi 300 ppi File Size 175k or less 1.5MB or less 5MB or more
• Think about lighting and composition
• Bring the person close to the camera and let the background be far away
• Plan ahead and think about using props and Key Club-branded materials
• Keep background simple
• For most print pieces, you’ll need a resolution of at least 300 dots per inch (dpi) if the original photo will be the same size as what you’re printing.
• 72 dpi, or dots per inch is adequate.
• In most cases, no. When you upload photos to Facebook or other social media sites, the files are compressed to a smaller size. The smaller size means your photos will not be at a resolution high enough for a quality print. For best quality, use photos directly pulled from your camera.

Color Palette

• PANTONE 295 Blue (Key Club blue) ### PMS 295 ### CMYK 100 / 70 / 0 / 40 ### RGB 0 / 47 / 95 ### HEX 003366
• Color is a key component of any successful brand. It can be difficult to match across varying media, but this chart will help you get pretty close. Choose from our palette—and pick the color code that works for your piece. And on page 16, our quick note about the color codes will help guide you through all those letters and numbers.
• Make it pop with color
• PANTONE Black PANTONE 295 Blue PANTONE 872 Gold PANTONE Cyan PANTONE 158 Orange CMYK CMYK CMYK CMYK CMYK 0 / 0 / 0 / 100 100 / 70 / 0 / 40 20 / 30 / 70 / 15 100 / 0 / 0 / 0 0 / 61 / 97 / 0 RGB RGB RGB RGB RGB 35 / 31 / 32 0 / 47 / 95 180 / 151 / 90 0 / 174 / 239 245 / 128 / 37 HEX HEX HEX HEX HEX 231f20 003366 b49759 00aeef f58025
• PANTONE 174 Brown PANTONE 187 Red PANTONE Magenta PANTONE 576 Green PANTONE 122 Yellow CMYK CMYK CMYK CMYK CMYK 28 / 86 /100 / 27 0 / 100 / 79 / 20 0 / 100 / 0 / 0 60 / 23 / 91 / 5 0 / 17 / 80 / 0 RGB RGB RGB RGB RGB 145 / 56 / 31 196 / 18 / 48 236 / 0 / 140 115 /152 /73 255 / 210 / 79 HEX HEX HEX HEX HEX 91381e c41230 ec008c 729849 fed450
• These supplemental colors go well with the main palette on page 15. They make a nice-looking addition when you need a cool extra splash of color.
• CMYK CMYK CMYK CMYK 45 / 49 / 24 / 1 24/ 13/ 99/0 56/ 38/ 22/ 0 45/ 0/ 33/ 0 RGB RGB RGB RGB 149/ 131 /156 203/ 196/ 126/ 144/ 170 140/ 207/ 1 HEX HEX HEX HEX 94829c cbc42d 7d90aa 8bcfba
• CMYK 2/ 31/ 100/ 0 RGB 247/ 180/ 26 HEX f5b419
• The above colors are suggestions only. Additionally, when you convert a PMS color to CMYK, RGB or HEX, the conversion formulas (i.e., the numbers under each formula) can be different between software programs so though the color may look the same the value listed under each formula may be different.
• Go with PMS. Make sure you use PMS colors—not CMYK or RGB—so the colors that will be printed on your merchandise match the ones you choose from the color palette.

Typography

• Make sure you’re familiar with Myriad Pro, Garamond Premier Pro and Abril Display Italic. If you don’t have these fonts on your computer, look for downloads online. You can also buy fonts at: myfonts.com adobe.com/type fonts.com fontshop.com linotype.com veer.com
• Key Club font families Myriad Pro Primary sans serif font Century Gothic Alternate sans serif font Verdana Alternate sans serif font Garamond Premier Pro Primary serif font Goudy Oldstyle Alternate serif font Abril Display Italic Optional display font
• In publications and presentations, an optional display font can be used for text such as pull quotes and title slides. Remember, display fonts work best when they’re not overused. (Rule of thumb: no more than about 10% of the entire copy.) An optional display font, Abril Display Italic, is shown in the Key Club Brand Guide. However, using a display font that’s not in the brand guide will not result in point deduction for anyone applying for a distinguished officer award.
• There are several types of fonts in the Myriad and Garamond family. The Key Club International Office uses Myriad Pro and Garamond Premier Pro. You can go pro too!
• Serif font Serifs are the small lines tailing from the edges of letters.
• Sans serif font Without serifs.
• 48 pt. Myriad Pro
• 14 pt. Myriad Pro Bold
• 12 pt. Garamond Premier Pro
• 12 pt. Myriad Pro

Logo Usage

• The Key Club wordmark is our primary logo. When people see the wordmark used consistently and correctly over time, they’ll start to recognize it. Include the wordmark on all your Key Club stuff—so they’ll associate your club with the name they know.
• Black wordmark on white background Downloadable as eps, jpg or png
• White reverse wordmark on black background Downloadable as eps, jpg or png
• Preferred color options for Key Club wordmark—blue, black or white
• Call it K space: Take the height of the letter K—in whatever size you’re using the wordmark—and allow a “K space” all around the logo.
• Don’t crowd our wordmark. Give it lots of space.
• Primary use horizontal logo
• Stacked version
• Vertical options
• Minimum wordmark print size = 1.25 inches wide Minimum wordmark web size = 90 pixels wide
• When you change the logo by squishing or stretching it, you change the brand.
• Here’s how to change the size while maintaining the logo’s proportions: 1. Select the object. 2. Hold down SHIFT. 3. Move the mouse pointer over one of the corner handles and then click and drag the mouse. 4. Release the mouse button before you release SHIFT.
• Don’t squish, stretch or shrink the wordmark.
• The logo is the logo. That’s how we make it instantly recognizable to people. When you mess with it, it loses power. Keep it clean.
• Please don’t make up new logos by combining logos or graphics. Consistency is the key to creating a powerful brand.
• Make the logo your own. Personalize the Key Club logo according to your school or district.
• Key Club logo
• Myriad Pro (80% black)

Tone And Messaging

• Your written style is as important as the way your stuff looks. Remember these three things:
• Be consistent. It never hurts to have a guide. For writing style, Key Club follows The Associated Press (AP) Stylebook.
• Be concise. The fewer words you use, the better your message sinks in. Make your writing easy to follow and fun to read. In fact, reread what you write—then revise. You might be surprised what you can do without.
• Go easy on the eye. When it comes to visual appeal, the copy is important too. Don’t make people feel overwhelmed by words. Got a series of items or instructions? Use a “bullet-pointed” or numbered list. Got a key point? Try subheads in bold type. Some people skim—so make it skimmable.
• (body copy) Key Club International is the oldest and largest service program for high school students. Its members generally are referred to as Key Club members, though Key Clubber is acceptable. Generally, use Key Club International on first reference and Key Club on subsequent references.

Visual Style

• The Key Club wordmark is our primary logo. When people see the wordmark used consistently and correctly over time, they’ll start to recognize it. Include the wordmark on all your Key Club stuff—so they’ll associate your club with the name they know.
• Black wordmark on white background Downloadable as eps, jpg or png
• White reverse wordmark on black background Downloadable as eps, jpg or png
• Preferred color options for Key Club wordmark—blue, black or white
• Call it K space: Take the height of the letter K—in whatever size you’re using the wordmark—and allow a “K space” all around the logo.
• Don’t crowd our wordmark. Give it lots of space.
• Primary use horizontal logo
• Stacked version
• Vertical options
• Minimum wordmark print size = 1.25 inches wide Minimum wordmark web size = 90 pixels wide

Iconography

• Illustrations and graphics will make your Key Club projects even more colorful and engaging. Here are some fun elements you can use in your materials.
• Find these graphic elements here: keyclub.org/fad/cm/othergraphics.aspx
• Be creative! Use the scribble pencil to make headers for your newsletters, add it to a T-shirt design or include it on a recruitment poster.
• Key Club’s “scribble” graphic is a cool option for your materials. It’s designed to reflect your club’s spirit: fun, informal and hands-on.
• And if you want a little variation, don’t forget your other options: the “solid” pencil and the “multicolor” pencil.

Layout And Composition

• Call it K space: Take the height of the letter K—in whatever size you’re using the wordmark—and allow a “K space” all around the logo.
• Don’t crowd our wordmark. Give it lots of space.
• Minimum wordmark print size = 1.25 inches wide Minimum wordmark web size = 90 pixels wide
• Don’t squish, stretch or shrink the wordmark.
• When you change the logo by squishing or stretching it, you change the brand.
• Here’s how to change the size while maintaining the logo’s proportions: 1. Select the object. 2. Hold down SHIFT. 3. Move the mouse pointer over one of the corner handles and then click and drag the mouse. 4. Release the mouse button before you release SHIFT.
• The logo is the logo. That’s how we make it instantly recognizable to people. When you mess with it, it loses power. Keep it clean.
• Please don’t make up new logos by combining logos or graphics. Consistency is the key to creating a powerful brand.
• A simple rule of thumb: Take the width of the outer circle and allow that amount of space all around the logo.
• Don’t crowd our seal. Give it space too.
• Minimum seal print size = .75 inches wide Minimum seal web size = 54 pixels wide
• Don’t place the Kiwanis Service Leadership Programs logo right next to the Key Club wordmark.
• The Key Club wordmark should be more prominent (e.g., larger size, top of newsletter header, front of brochure), while the Kiwanis Service Leadership Programs logo should be less prominent (e.g., smaller size, bottom of newsletter footer, back side of brochure).

Co Branding

• Use the Kiwanis Service Leadership Programs logo on all official Key Club materials. Don’t place the Kiwanis Service Leadership Programs logo right next to the Key Club wordmark.
• The Key Club wordmark should be more prominent (e.g., larger size, top of newsletter header, front of brochure), while the Kiwanis Service Leadership Programs logo should be less prominent (e.g., smaller size, bottom of newsletter footer, back side of brochure).
• Preferred color options for Kiwanis Service Leadership Programs logo—black, blue or white
• Promote our partnership with UNICEF
• Each year, Key Clubbers help a good cause with Trick-or-Treat for UNICEF. It’s fun, but it’s also important—for children and for Key Club’s partnership.
• Through 2020, all Kiwanis-family raised funds through Trick-or-Treat for UNICEF will support The Eliminate Project, which seeks to eliminate maternal and neonatal tetanus.
• Preferred colors—90% black and 158 Orange
• Preferred colors—black, 295 Blue and Cyan

Merchandise

• Work with a licensed vendor. When you get things printed, you want high-quality work. A license is a good sign of a reliable, professional vendor.
• See what you can do. Before you start, see what your vendor can do—and what options you have within your budget. Vendors do charge extra for additional colors or imprint areas.
• Go with PMS. Make sure you use PMS colors—not CMYK or RGB—so the colors that will be printed on your merchandise match the ones you choose from the color palette.
• Use vector art. Vector art, sometimes known as EPS vector art, is scalable. The EPS files you’ll find on keyclub.org can be printed at any size.
• Think about fit. When you’re designing, say, a T-shirt, think about where graphics fall on the body when someone’s wearing what you’re making.
• Of course, high-quality, Key Club-branded attire (and other items) are already available. Just go to the Key Club Store and order online: store.kiwanis.org/keyclub
• EPS Used for: High-quality print jobs, printing with a vendor, T-shirts and other merchandise. Techie terms: High-resolution, vector-based art, scalable

File Extensions

• EPS Used for: High-quality print jobs, printing with a vendor, T-shirts and other merchandise. Techie terms: High-resolution, vector-based art, scalable
• JPG Used for: Websites, PowerPoint templates, email, social media, some print Techie terms: Low-resolution, raster-based, not transparent (for print, use at least 300 dpi)
• PNG Used for: Websites, video, PowerPoint templates, email, social media Techie terms: Transparent, raster-based, low-resolution (not for print use)
• Offset Print Use EPS JPG PNG Adobe InDesign • • Adobe Illustrator • QuarkXPress • •
• Desktop/Printer Use EPS JPG PNG Microsoft Publisher • • • Microsoft Word • • Microsoft PowerPoint • • Microsoft Excel • •
• Web/On-line Use EPS JPG PNG Adobe Dreamweaver • • Other Program • •

Additional Properties