Kounta

Official Websites

• https://my.kounta.com/login/pos
• https://kounta.zendesk.com
• http://www.kounta.com
• https://www.lightspeedhq.com.au

Brand Guidelines

2019

Brand Summary

Mission

• To help businesses do a lot more with a lot less.

Core Values

• Unifying & inclusive
• Enterprising
• A bold thinker
• Holistic
• For the good of all

Target Audience

• Hospitality and retail businesses seeking adaptable, feature-rich POS solutions that fit seamlessly into their environments.

Personality Traits

• Optimistic
• Lateral
• Vocal
• Responsible
• Transformative

Visual Identity Overview

• The visual identity is adaptive, referencing hospitality interiors and craftsmanship, with a strong circular theme, sophisticated typographic pairings, a vibrant color palette led by orange and charcoal, and natural, candid photography to reinforce brand language and warmth.

Categories

Brand Voice

• Voice How we share our story with the world Optimistic, Lateral, Vocal, Responsible, Transformative
• 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.

Brand Imagery

• Kounta’s use of imagery has been broken into 3 categories.
• 1. Front of house These images depict what store owners covet -busy, successful stores and great connections with their customers.
• 2. Back of house These images depict real moments behind the scenes which show Kounta understands their clients’ passions and priorities.
• 3. 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
• 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.
• 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.

Color Palette

• The colour palette takes inspiration from clients interiors as well as trends in material usage across the hospitality category.
• Colour palette Primary Kounta Orange Kounta Charcoal R: 255 R: 74 G: 128 G: 74 B: 10 B: 74 C: 0 C: 0 M: 60 M: 0 Y: 100 Y: 0 K: 0 K: 86
• 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.
• 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.
• Secondary Kounta Beige Half Kounta Beige Kounta Kraft Half Kounta Kraft Kounta Copper Half Kounta Copper Kounta Konkrete R: 242 R: 231 R: 224 R: 181 R: 222 R: 173 G: 115 B: 82 R: 176 G: 176 B: 176 G: 237 G: 224 G: 209 B: 194 G: 143 G: 196 B: 181 B: 235 B: 215 B: 99 B: 181 C: 4 C: 8 C: 11 C: 28 C: 12 C: 27 M: 57 Y: 72 K: 10 C: 0 M: 0 Y: 0 K: 37 M: 5 M: 9 M: 15 M: 42 M: 22 Y: 26 K: 0 Y: 5 Y: 13 Y: 22 Y: 68 Y: 26 K: 0 K: 0 K: 0 K: 4 K: 0
• Client’s colour Kounta Charcoal R: ? R: 74 G: ? G: 74 ? B: B: 74 C: ? C: 0 ? M: M: 0 ? Y: Y: 0 K: 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.
• The colour palette changes to include the Messina green.
• The logo colour does not change to Messina green. The white logo can instead be placed on top of Messina green.
• Colour palette App colours R: 60 R: 0 0 R: 255 R: 255 R: 255 R: 255 255 R: 245 R: 255 G: 166 G: 157 G: 169 G: 77 G: 128 G: 168 G: 22 G: 0 G: 71 B: 69 B: 97 B: 142 B: 0 B: 10 B: 10 B: 67 B: 0 B: 38 C: 73 C: 91 C: 99 C: 0 C: 0 C: 0 C: 0 C: 0 C: 0 M: 0 M: 0 M: 0 M: 84 M: 62 M: 39 M: 97 M: 100 M: 86 Y: 98 Y: 81 Y: 60 0 Y: 100 Y: 100 Y: 100 Y: 69 Y: 100 Y: 90 K: 10 K: 10 K: 0 K: 0 K: 0 K: 0 K: 0 K: 0 K: 0
• The app colours are exclusively for use within the Kounta app.

Typography

• The typographic style takes inspiration from the warm, elegant sophistication prevalent in typography throughout the hospitality sector.
• 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 on board 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.
• 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.
• 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.
• Berlingske Serif Medium should be used for headings on dark backgrounds.
• 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.
• 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 should be used for body copy on dark backgrounds.
• Akkurat Regular can be used for headings on top of images, interchangeably with Berlingske Serif.

Logo Usage

• 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.
• 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.
• 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.
• 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.
• The logo has been designed at a specific width to height ratio it should never be stretched or squashed to fit a space.
• 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.

Tone And Messaging

• Voice How we share our story with the world Optimistic, Lateral, Vocal, Responsible, Transformative
• Brand DNA The qualities we value & define our character Unifying & inclusive, Enterprising, A bold thinker, Holistic, For the good of all
• Story Platform The story that differentiates & defines us ‘Possibility.’ Exponential possibilities open up when we re imagine the point of sale today.
• 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.

Brand Values

• 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 re imagine 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

Visual Style

• 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.
• 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.
• 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.
• The logo has been designed at a specific width to height ratio it should never be stretched or squashed to fit a space.

Iconography

• Colour palette 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.
• Circles can be used to encompass iconography.

Layout And Composition

• 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.
• The logo has been designed at a specific width to height ratio it should never be stretched or squashed to fit a space.

Co Branding

• 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.
• The colour palette changes to include the Messina green.
• The logo colour does not change to Messina green. The white logo can instead be placed on top of Messina green.

Additional Properties