Kiwanis

Official Websites

• https://www.kiwanis.org
• http://www.kiwanis.org

Brand Guidelines

2016

Categories

Brand Voice

• The Kiwanis brand is all the things that define how people see us. It is the impact we have on communities around the world, and the emotion our words and actions instill in them. While much of our brand is defined by public and media perception, the visual brand is wholly within our control. This guide is designed to help you consistently and effectively bring the brand to life across various communications. Make it memorable!
• KIDS NEED PEOPLE TO LOOK OUT FOR THEM.
• Kiwanis helps kids around the world. Local clubs look out for our communities, and the international organization takes on large-scale challenges, such as disease and poverty. We are generous with our time. We are creative with our ideas. We are passionate about making a difference. And we have fun along the way.

Brand Imagery

• PHOTOGRAPHY FOR ADVERTISING AND BRANDING KIDS ARE CURIOUS, PLAYFUL AND LOVING. THEY ARE ALSO MESSY, FEARLESS AND WILD. PHOTOGRAPHY SHOULD CAPTURE CANDID MOMENTS OF KIDS BEING KIDS. THESE IMAGES REFLECT THAT KIWANIS UNDERSTANDS AND EMBRACES EACH CHILD’S NEED FOR SELF-EXPRESSION AND EXPLORING THEIR WORLD.
• Please be selective in the photographers and stock photos you use.
• PHOTOGRAPHY PUBLICATIONS, COLLATERAL AND PUBLIC RELATIONS KIVANIANS ARE LEADERS, DOERS AND ADVOCATES. WHILE ADVERTISING COMMUNICATIONS SHOULD FOCUS MORE ON CAPTURING CANDID MOMENTS, GENERAL COMMUNICATIONS FOR PUBLICATIONS, BROCHURES AND CLUB MESSAGES CAN RELY ON SHOWING PEOPLE WORKING TOGETHER TO ACHIEVE GREAT THINGS.
• Remember, big photos mean better quality for printing. Set your camera at 2400x3600 pixels. If this is not possible, set it at no less than 1600x1200 pixels. Note: Your camera phone may not be up to the task.
• The action is certainly more subtle in meetings and speaking opportunities. Make sure your photo has good composition: put the main subject to one side of the photo or the other, not in the center.
• Photography is the best way to show that service is fun with Kiwanis. Avoid shots of inanimate objects or people standing still and posing. The best photos focus on people being active.
• Show people what you do. When you take photos at meetings and events, remember to capture the emotion on people’s faces as they react to and engage with each other and the task at hand.
• PHOTOGRAPHY BUREAU Work with other clubs in your area to develop a list of photographers, so you have options when the need arises.

Color Palette

• The palette for the Kiwanis brand relies on cool, rich blues and a gold metallic to support the colorful photography.
• PMS: PANTONE 295 blue
• CMYK: 100, 70, 0, 40
• RGB: 0, 57, 116
• HEX: 003874
• PMS: PANTONE 291 light blue
• CMYK: 37, 8, 1, 0
• RGB: 154, 202, 235
• HEX: 99CAEA
• PMS: PANTONE 872 gold (metallic)
• CMYK: 20, 30, 70, 15
• RGB: 180, 151, 90
• HEX: B49759
• PMS: PANTONE black
• CMYK: 0, 0, 0, 100
• RGB: 0, 0, 0
• HEX: 000000
• PMS: PANTONE gray 6
• CMYK: 35, 29, 28, 0
• RGB: 170, 169, 170
• HEX: A9A8A9

Typography

• PRIMARY FONTS THESE FONTS ARE NEW TO THE KIWANIS BRAND. THEY COMMUNICATE A BOLD PRESENCE WHILE STILL MAINTAINING AN APPROACHABLE AND FRIENDLY LOOK. Please follow these typography standards.
• Knockout HTF67 FullBantamwt For use in headlines only and in all caps.
• Avenir Next LT Pro Bold For use in short blocks of body copy, photo captions or in all caps as the lead paragraph of long-form text.
• Adobe Garamond Regular For use in long-form, multi-page and editorial copy.
• Knockout HTF69 Fullliteweight For use in subheads and other descriptor lines in all caps.
• Avenir Next LT Pro Regular For use in short blocks of body copy, photo captions or in all caps as the lead paragraph of long-form text.
• Adobe Garamond ltalic For use in long-form, multi-page and editorial copy.
• If these fonts aren’t available in the language you need, please use the equivalent of Arial Bold for headlines, Arial for subheads and Georgia for body copy and longtext.
• KNOCKOUT HTF67 IS FOR HEADLINES.
• USE KNOCKOUT HTF69 FOR SHORT SUBHEADS.
• Knockout HTF67 succeeds when used in small doses in all caps. In this example, 80-point text with tight, 64-point leading.
• Knockout HTF69 partners well with the headline font when set in all caps. This example shows it set in 21-point text.
• Avenir Next LT Pro Regular used as an intro paragraph in all caps with 10-point text and 16-point leading. Can also be used for short blocks of text/ captions in sentence case. (Only use Knockout for headlines.)
• Adobe Garamond Regular is placed here with 10.5-point text and 16-point leading for optimal legibility. Use for long-form, multi-page and editorial copy.
• TYPOGRAPHY ALTERNATE FONTS DON’T HAVE ACCESS TO THE PRIMARY FONTS? USE THESE OPTIONS FOR INTERNAL COMMUNICATIONS AND CLUB NEEDS.
• Haettenschweiler Alternate for Knockout HTF67 & HTF69 For use in headlines and subheads only and in all caps.
• Arial Bold Alternate for Avenir Next LT Pro Bold For use in short blocks of body copy, photo captions and in all caps as the lead paragraph of long-form text.
• Arial Alternate for Avenir Next LT Pro Regular For use in short blocks of body copy, photo captions and in all caps as the lead paragraph of long-form text.
• Georgia Regular Alternate for Adobe Garamond For use in long-form, multi-page and editorial copy.
• Georgia Italic Alternate for Adobe Garamond Italic For use in long-form, multi-page and editorial copy.

Logo Usage

• OUR LOGO NEEDS ITS PERSONAL SPACE. Take the height of the lowercase “s” in whatever size you’re using the wordmark—and allow that much space all around the logo.
• PLEASE DO NOT USE THE PRIMARY LOGO OR WORDMARK SMALLER THAN THE MINIMUM SIZE FOR EACH. Because no matter how many fruits and vegetables someone ate as a child, the logo is going to be hard to read when it’s any smaller than this. Kiwanis 1.25 in or 3.175 cm Kiwanis .25 in or .635 cm
• The logo is the logo. That’s how we make it instantly recognizable to people. When it’s squished, stretched or otherwise altered, it loses its power. And so does the Kiwanis brand.
• All approved logos are available for download in a variety of formats. Visit kiwanis.org and type “logos” into the search field.
• WHEN PEOPLE SEE THE PRIMARY KIWANIS LOGO USED CONSISTENTLY AND CORRECTLY OVER TIME, THEY’LL GET TO KNOW IT AND START RECOGNIZING YOUR CLUB. WHATEVER YOU’RE MAKING, INCLUDE THE LOGO AND BUILD YOUR BRAND!
• HORIZONTAL This is the go-to logo for 99.9 percent of the things you’ll make.
• VERTICAL These logos work for thin vertical banners, bookmarks and the sleeves of long-sleeved T-shirts.
• IF YOU DON’T SEE A VERSION OF THE LOGO HERE, DON’T USE IT.

Tone And Messaging

• The Kiwanis brand is all the things that define how people see us. It is the impact we have on communities around the world, and the emotion our words and actions instill in them. While much of our brand is defined by public and media perception, the visual brand is wholly within our control. This guide is designed to help you consistently and effectively bring the brand to life across various communications. Make it memorable!
• KIDS NEED PEOPLE TO LOOK OUT FOR THEM.
• Kiwanis helps kids around the world. Local clubs look out for our communities, and the international organization takes on large-scale challenges, such as disease and poverty. We are generous with our time. We are creative with our ideas. We are passionate about making a difference. And we have fun along the way.

Brand Values

• The Kiwanis brand is all the things that define how people see us. It is the impact we have on communities around the world, and the emotion our words and actions instill in them. While much of our brand is defined by public and media perception, the visual brand is wholly within our control. This guide is designed to help you consistently and effectively bring the brand to life across various communications. Make it memorable!
• KIDS NEED PEOPLE TO LOOK OUT FOR THEM. Kiwanis helps kids around the world. Local clubs look out for our communities, and the international organization takes on large-scale challenges, such as disease and poverty. We are generous with our time. We are creative with our ideas. We are passionate about making a difference. And we have fun along the way.

Visual Style

• While much of our brand is defined by public and media perception, the visual brand is wholly within our control. This guide is designed to help you consistently and effectively bring the brand to life across various communications. Make it memorable!
• OUR LOGO NEEDS ITS PERSONAL SPACE. Take the height of the lowercase “s” in whatever size you’re using the wordmark—and allow that much space all around the logo.
• PLEASE DO NOT USE THE PRIMARY LOGO OR WORDMARK SMALLER THAN THE MINIMUM SIZE FOR EACH. Because no matter how many fruits and vegetables someone ate as a child, the logo is going to be hard to read when it’s any smaller than this. Kiwanis 1.25 in or 3.175 cm Kiwanis .25 in or .635 cm
• The logo is the logo. That’s how we make it instantly recognizable to people. When it’s squished, stretched or otherwise altered, it loses its power. And so does the Kiwanis brand.
• Keep club and district names confined to the dotted-line area, as shown.
• The Pin logo should always be set at a tilt of 15 degrees. It may be set either to the left or right; however, a left tilt is recommended for most applications as this configuration gives the “Kiwanis International” text the preferred angle for readability.
• The Pin should always have a short, soft drop shadow-as shown-that falls off to the bottom left.
• The Pin should only be used in 4-color applications.
• DON’T USE THE PIN SMALLER THAN THE MINIMUM SIZE SHOWN HERE. ¾ inch
• When it’s used as a design element, it should always be set at a tilt of 15 degrees-either to the left or right; however, a left tilt is recommended for most applications as this configuration gives the “Kiwanis International” text the preferred angle for readability. When the seal is used as a stand alone graphic on t-shirts, coffee mugs, ball caps, etc. do not tilt it. Keep it upright.
• Do not include the primary logo or word mark when the seal is used as a design element.
• The Seal looks best when used as a 15% screen of black or Kiwanis blue.
• If used on a solid background color, The Seal should be employed subtly. (See the recommendations below.)
• The Seal can also be cropped, but readability must be maintained.
• PMS: PANTONE 295 blue CMYK: 100, 70, 0, 40 RGB: 0, 57, 116 HEX: 003874
• PMS: PANTONE 291 light blue CMYK: 37, 8, 1, 0 RGB: 154, 202, 235 HEX: 99CAEA
• PMS: PANTONE 872 gold (metallic) CMYK: 20, 30, 70, 15 RGB: 180, 151, 90 HEX: B49759
• PMS: PANTONE black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HEX: 000000
• PMS: PANTONE gray 6 CMYK: 35, 29, 28, 0 RGB: 170, 169, 170 HEX: A9A8A9
• Please follow these typography standards.
• Knockout HTF67 FullBantamwt For use in headlines only and in all caps.
• Avenir Next LT Pro Bold For use in short blocks of body copy, photo captions or in all caps as the lead paragraph of long-form text.
• Adobe Garamond Regular For use in long-form, multi-page and editorial copy.
• Knockout HTF69 Fullliteweight For use in subheads and other descriptor lines in all caps.
• Avenir Next LT Pro Regular For use in short blocks of body copy, photo captions or in all caps as the lead paragraph of long-form text.
• Adobe Garamond ltalic For use in long-form, multi-page and editorial copy.
• If these fonts aren’t available in the language you need, please use the equivalent of Arial Bold for headlines, Arial for subheads and Georgia for body copy and longtext.
• Knockout HTF67 succeeds when used in small doses in all caps. In this example, 80-point text with tight, 64-point leading.
• Knockout HTF69 partners well with the headline font when set in all caps. This example shows it set in 21-point text.
• Avenir Next LT Pro Regular used as an intro paragraph in all caps with 10-point text and 16-point leading. Can also be used for short blocks of text/ captions in sentence case. (Only use Knockout for headlines.)
• Adobe Garamond Regular is placed here with 10.5-point text and 16-point leading for optimal legibility. Use for long-form, multi-page and editorial copy.
• USE THESE OPTIONS FOR INTERNAL COMMUNICATIONS AND CLUB NEEDS.
• Haettenschweiler Alternate for Knockout HTF67 & HTF69 For use in headlines and subheads only and in all caps.
• Arial Bold Alternate for Avenir Next LT Pro Bold For use in short blocks of body copy, photo captions and in all caps as the lead paragraph of long-form text.
• Arial Alternate for Avenir Next LT Pro Regular For use in short blocks of body copy, photo captions and in all caps as the lead paragraph of long-form text.
• Georgia Regular Alternate for Adobe Garamond For use in long-form, multi-page and editorial copy.
• Georgia Italic Alternate for Adobe Garamond Italic For use in long-form, multi-page and editorial copy.
• Photography should capture candid moments of kids being kids. These images reflect that Kiwanis understands and embraces each child’s need for self-expression and exploring their world.
• Please be selective in the photographers and stock photos you use.
• Remember, big photos mean better quality for printing. Set your camera at 2400x3600 pixels. If this is not possible, set it at no less than 1600x1200 pixels. Note: Your camera phone may not be up to the task.
• Make sure your photo has good composition: put the main subject to one side of the photo or the other, not in the center.
• Photography is the best way to show that service is fun with Kiwanis. Avoid shots of inanimate objects or people standing still and posing. The best photos focus on people being active.
• Show people what you do. When you take photos at meetings and events, remember to capture the emotion on people’s faces as they react to and engage with each other and the task at hand.

Layout And Composition

• Take the height of the lowercase “s” in whatever size you’re using the wordmark—and allow that much space all around the logo.
• PLEASE DO NOT USE THE PRIMARY LOGO OR WORDMARK SMALLER THAN THE MINIMUM SIZE FOR EACH. Because no matter how many fruits and vegetables someone ate as a child, the logo is going to be hard to read when it’s any smaller than this. Kiwanis 1.25 in or 3.175 cm Kiwanis .25 in or .635 cm
• Keep club and district names confined to the dotted-line area, as shown.
• The Pin logo should always be set at a tilt of 15 degrees. It may be set either to the left or right; however, a left tilt is recommended for most applications as this configuration gives the “Kiwanis International” text the preferred angle for readability.
• The Pin should always have a short, soft drop shadow-as shown-that falls off to the bottom left.
• The Pin should only be used in 4-color applications.
• DON’T USE THE PIN SMALLER THAN THE MINIMUM SIZE SHOWN HERE.
• ¾ inch
• Seal as design element: Preferred 15° left-leaning angle
• Seal as a graphic: Set straight. No tilt.
• When it’s used as a design element, it should always be set at a tilt of 15 degrees-either to the left or right; however, a left tilt is recommended for most applications as this configuration gives the “Kiwanis International” text the preferred angle for readability. When the seal is used as a stand alone graphic on t-shirts, coffee mugs, ball caps, etc. do not tilt it. Keep it upright.
• Do not include the primary logo or word mark when the seal is used as a design element.
• The Seal looks best when used as a 15% screen of black or Kiwanis blue.
• If used on a solid background color, The Seal should be employed subtly. (See the recommendations below.)
• The Seal can also be cropped, but readability must be maintained.
• 20% black multiplied at 100%
• 30% black multiplied at 100%
• 90% black normal
• Headlines Knockout HTF67 succeeds when used in small doses in all caps. In this example, 80-point text with tight, 64-point leading.
• SubHeads Knockout HTF69 partners well with the headline font when set in all caps. This example shows it set in 21-point text.
• Short blocks of copy and intro paragraphs Avenir Next LT Pro Regular used as an intro paragraph in all caps with 10-point text and 16-point leading. Can also be used for short blocks of text/ captions in sentence case. (Only use Knockout for headlines.)
• Body copy Adobe Garamond Regular is placed here with 10.5-point text and 16-point leading for optimal legibility. Use for long-form, multi-page and editorial copy.
• Remember, big photos mean better quality for printing. Set your camera at 2400x3600 pixels. If this is not possible, set it at no less than 1600x1200 pixels. Note: Your camera phone may not be up to the task.
• Make sure your photo has good composition: put the main subject to one side of the photo or the other, not in the center.

Additional Properties