Kryptonite

Official Websites

• https://www.kryptonitelock.com
• https://diamond.kryptonitelock.com
• http://www.kryptonitelock.com

Brand Guidelines

2017

Brand Summary

Mission

• To ensure you can go where you want, when you want, by offering smart, serious security solutions and safe lighting solutions. Kryptonite aims to be the portable security standard against which all others are compared, providing unparalleled product quality and service with integrity [^1].

Core Values

• Unparalleled Quality
• Legendary Service
• Experience
• Never Finished. Always Evolving

Target Audience

• Cyclists, powersport users, and anyone seeking portable security solutions, including dealers, end users, law enforcement, and those who value safety and security [^2].

Personality Traits

• Trusted Advisor
• Innovative
• Integrity-driven
• Responsive
• Technical

Visual Identity Overview

• The visual identity is simple and technical, aligning with safety and security categories. The wordmark is 100% black, with preferred color combinations of black on yellow, and strict rules against using green. Typography uses United Sans Semi-Condensed Heavy for headlines and Stratum for body text. The logo requires clear space and must not be altered, with strict guidelines for color, size, and usage [^3].

Categories

Brand Imagery

• Please do not change artwork and imagery in documents as they will have been chosen specifically to correspond with other page detail, branding, and flow.

Color Palette

• The Kryptonite wordmark is 100% black.
• At no time should the color green appear anywhere on, around or behind the Kryptonite identity.
• PANTONE Process Black C
• CMYK PANTONE DS Process Black C 0/0/0/100
• RGB #00000
• 0/0/0
• The black word mark on yellow background is the preferred color combination. On a black or dark background, yellow or white may be used for the wordmark.
• RGB #00000 0/0/0
• PANTONE Yellow □12 C
• CMYK PANTONE DS 1-1 C 0/5/100/0
• RGB #FFE600 255/230/0
• WHITE #FFFFFF 255/255/255
• DO NOT use unapproved colors for the wordmark.
• PACKAGING COLOR PALETTE • Gray and silver tones will rule majority of space • Pops of yellow and red accent colors; logo, product, key copy • Yellow accent to be used with logo • Blue/orange -Key/Combo Safe Program
• CMYK PANTONE DS Process Black C □/□/□/1□□
• CMYK PANTONE DS 1-1 C □/5/1□□/□
• PANTONE Cool Gray 8 C
• CMYK PANTONE DS 325-0 C □/□/□/4□
• PANTONE 1795 C
• CMYK PANTONE DS 80-1 C 0/100/90/0
• PANTONE 7461 C
• CMYK PANTONE DS 222-1 C 1□□/35/□/1□
• PANTONE 1595 C
• CMYK PANTONE DS 49-1 C 0/70/100/0
• PANTONE 165 C
• CMYK 0/70/100/0
• MAIN COLORS #000000 #ffe6□□
• ACCENT COLORS #007cba #dd5f13 #d9272e #999999 #cccccc #f3f4f0
• BACKGROUND OPTIONS dots on yellow #ffe6□□ dots on gray #f3f4f0

Typography

• Tagline should always be in United Sans Semi-Condensed Heavy font, capitalizing all letters, and always with the period.
• Headlines UNITED SANS SEMI-CONDENSED HEAVY * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• Body STRATUM * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
• • Font packages may not be included in standard graphic and publishing suites.
• Please do not change fonts or typography.
• FONTS: HEADERS: QUANTICO BOLD or QUANTICO REGULAR [replacesUNITEDSANS] Always use Quantico font in uppercase BODY COPY: Armata [replaces stratum] Always use Armata font in sentence case/ lowercase FORMS/FILTERS and information that feeds in from external info: Roboto Bold or Roboto Regular Roboto Bold Condensed or Roboto Regular Condensed FontAwesome is used for all icons: http://fontawesome.io
• Titles & Headers FRANKLIN DEMI GOTHIC COND
• Body CALIBRI

Logo Usage

• A minimum of 1/4" (6.4mm) of clear space must be maintained around the identity to ensure its visual integrity.
• Do not allow other elements such as type or obtrusive graphics to interfere with the visual impact of the identity by violating this clear space.
• We recommend that the resolution of the Kryptonite identity be 300 ppi. To ensure maximum legibility when viewing the Kryptonite identity on the web, the height of the identity can not fall below 100x14 pixels @ 72 ppi.
• The Kryptonite wordmark is 100% black.
• At no time should the color green appear anywhere on, around or behind the Kryptonite identity.
• PANTONE Process Black C
• CMYK PANTONE DS Process Black C 0/0/0/100
• RGB #00000
• The black word mark on yellow background is the preferred color combination. On a black or dark background, yellow or white may be used for the wordmark.
• PANTONE Yellow □12 C
• CMYK PANTONE DS 1-1 C 0/5/100/0
• RGB #FFE600 255/230/0
• WHITE #FFFFFF 255/255/255
• The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way. Use only the approved electronic artwork.
• DO NOT use outdated identities.
• DO NOT typeset or distort the wordmark.
• DO NOT use green around or behind the identity.
• DO NOT skew the identity in any way.
• DO NOT use unapproved colors for the wordmark.
• DO NOT add glows to the identity.
• The Kryptonite identities that appear below are outdated. Please begin using the new identity immediately and discard any of the files that you may have that represent the identities below.
• If you are communicating information regarding these specific product families or products please use only the approved electronic artwork. The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way.

Tone And Messaging

• These guidelines provide the roadmap for navigating the Kryptonite world. This document will ensure that you have the information you need for your next Kryptonite marketing campaign.
• By giving Kryptonite a cohesive presence on the shelf, in print and web applications, and in your communication with others, both the brand and the consumer win.
• Our passion is to ensure you can go where you want, when you want by offering smart, serious security solutions and safe lighting solutions. We will be the portable security standard against which all others will be compared by providing unparalleled product quality and service with integrity.
• The lock brand for people who want the certainty and freedom that comes from having Kryptonite protection. The light brand for those who want to ride safer.
• Kryptonite allows you to: PROTECT WHAT YOU VALUE.
• We stand behind our products 100%. Dur Key Replacement and Anti-Theft Protection Offer have been setting the standards for 40 years.
• When you sell Kryptonite, you can rely on decades of security leadership and integrity, the quality of our products, and the service we provide. We are your Trusted Advisor.
• We listen, we learn, and we always push ourselves to create and experiment. We embrace change and consistently look for ways to improve.
• Continue to provide educational tools that assist in their outreach efforts around bicycle security and safety to dealers, end users, law enforcement, etc.
• Simplify security for customers so their security decision is an informed and stress-free decision.
• Kryptonite uses the tagline “Protect what you value.” It is a call to action to protect your vehicle, because you value it. It’s not always the monetary value behind your vehicle that is most important, it’s something that’s a part of your identity. You use bicycle lights becasue you value your safety, and so do we.
• Tagline should always be in United Sans Semi-Condensed Heavy font, capitalizing all letters, and always with the period.
• PROTECT WHAT YOU VALUE.
• Whilst your efforts in these activities are greatly appreciated it is important that we maintain systematic consistency in our messaging and visual perception across the brand.
• When translating content please do not re-write copy, and keep the translations as close to the exact message as possible. Changing the subject matter not only dilutes the message, it may also have legal implications.
• Please do not change the layout, order, or formatting of documents as they have been designed with particular connotations in mind.
• Please do not change artwork and imagery in documents as they will have been chosen specifically to correspond with other page detail, branding, and flow.
• Please do not change fonts or typography.

Visual Style

• A minimum of 1/4" (6.4mm) of clear space must be maintained around the identity to ensure its visual integrity.
• Do not allow other elements such as type or obtrusive graphics to interfere with the visual impact of the identity by violating this clear space.
• We recommend that the resolution of the Kryptonite identity be 300 ppi. To ensure maximum legibility when viewing the Kryptonite identity on the web, the height of the identity can not fall below 100x14 pixels @ 72 ppi.
• The Kryptonite wordmark is 100% black.
• At no time should the color green appear anywhere on, around or behind the Kryptonite identity.
• PANTONE Process Black C
• CMYK PANTONE DS Process Black C 0/0/0/100
• RGB #00000 0/0/0
• The black word mark on yellow background is the preferred color combination. On a black or dark background, yellow or white may be used for the wordmark.
• PANTONE Yellow □12 C
• CMYK PANTONE DS 1-1 C 0/5/100/0
• RGB #FFE600 255/230/0
• WHITE #FFFFFF 255/255/255
• Headlines UNITED SANS SEMI-CONDENSED HEAVY
• Body STRATUM
• The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way. Use only the approved electronic artwork.
• DO NOT use outdated identities.
• DO NOT typeset or distort the wordmark.
• DO NOT use green around or behind the identity.
• DO NOT skew the identity in any way.
• DO NOT use unapproved colors for the wordmark.
• DO NOT add glows to the identity.
• The Kryptonite identities that appear below are outdated. Please begin using the new identity immediately and discard any of the files that you may have that represent the identities below.
• If you are communicating information regarding these specific product families or products please use only the approved electronic artwork. The Kryptonite identity represents our brand, so care should always be taken when using the identity. It should never be altered in any way.

Iconography

• FontAwesome is used for all icons: http://fontawesome.io

Layout And Composition

• A minimum of 1/4" (6.4mm) of clear space must be maintained around the identity to ensure its visual integrity.
• Do not allow other elements such as type or obtrusive graphics to interfere with the visual impact of the identity by violating this clear space.
• We recommend that the resolution of the Kryptonite identity be 300 ppi. To ensure maximum legibility when viewing the Kryptonite identity on the web, the height of the identity can not fall below 100x14 pixels @ 72 ppi.
• The ad layout is structured around an underlaying grid system. These are just guidelines, the exact dimensions of the grid, gutter, margins, etc are flexible based on size of the final ad.
• Kryptonite branding is placed on a black “tab” that comes in from the edge of the page and can overlap photos and other design elements. This is supposed to function almost like a sticker or tag and should not be perfectly aligned with the grid system.
• Equal margins on all sides. Here they are .5", but they can be adjusted based on the size of the ad.
• Within the border is a 6x12 grid with 12pt gutters. The main lifestyle photos and content should be arranged within this grid structure. Photos should have the gutter width maintained between them. They should not be touching.
• Pencil elements are used for supplementary emphasis on key aspects of the design, especially around text and framing details.
• Clipped product photography is placed directly on the textured yellow background with a very light drop shadow to help it stand out. These elements are loosely placed based on the structural grid, but should be adjusted so that they are generally horizontally centered within the yellow space.

Packaging Design

• Kryptonite’s package was designed to present information about our product clearly and concisely. The new package includes clean, simplified graphics that align with our new brand identity and signify strength and security. All of the elements on the package work together to provide information about the product. The following elements may be used as stand alone items in other places besides packaging: the simplified security rating, the where to transport on the bike icons, and the key safe program logo.
• PACKAGING COLOR PALETTE • Gray and silver tones will rule majority of space • Pops of yellow and red accent colors; logo, product, key copy • Yellow accent to be used with logo • Blue/orange -Key/Combo Safe Program PMS PANTONE Process Black C CMYK PANTONE DS Process Black C □/□/□/1□□ PMS PANTONE Yellow □12 C CMYK PANTONE DS 1-1 C □/5/1□□/□ PMS PANTONE Cool Gray 8 C CMYK PANTONE DS 325-0 C □/□/□/4□ PMS PANTONE 1795 C CMYK PANTONE DS 80-1 C 0/100/90/0 PMS PANTONE 7461 C CMYK PANTONE DS 222-1 C 1□□/35/□/1□ PMS PANTONE 1595 C CMYK PANTONE DS 49-1 C 0/70/100/0 PMS PANTONE 165 C CMYK 0/70/100/0
• Our security rating system consists of a 1-10 point scale. The security rating helps consumers choose the right product for their specific security needs. Products are categorized by the location they will be locked and how long they will be locked (i.e. quick stop, couple of hours, all day, overnight). Most Kryptonite products have a designated security rating (some accessory cables and specialty items do not). A “10” provides ultimate security and is recommended for high risk areas, such as a densely-populated metropolitan area, regardless of whether a customer is making a quick stop or leaving the bike overnight. A “5” provides moderate security and is recommended for quick stop, couple of hours, all day or overnight lock-ups in a rural area as well as quick stops in a metro area or while in transit. A “1” provides secondary security and would be used for a low risk area, such as a trail in the woods. At no time should pieces of the ratings be used separately. Use only the approved electronic artwork for each rating and avoid using outdated versions of the rating system.
• The new more stylized and technical in-use icons were developed to give the consumer a quick read about important functional benefit information.
• The goal of including a primary usage statement is to summarize the key value proposition for each product. Also allows for quick differentiation for a customer.
• Dur packaging may include one or more of the following services icons indicating it is covered by, or maybe covered by one of these services. Please see below to confirm you are using the most current version.
• The following trademarks should be observed: ® Kryptonite® New York Fahgettaboudit® New York Fahgettaboudit Chain® New York Lock® KryptoLok® series 2 KryptoLok® New York Chain® New York Disc Lock® KryptoFlex® ™ New York Legend™ Evolution™ series 4 Evolution™ Hardwire™ New York Noose™ Key Safe™ Combo Safe™

Point Of Purchase

• This next section includes POP and examples of marketing collateral that help promote the Kryptonite brand.
• BIKE POP (2’ lifestyle and technical graphic available for existing slat wall displays] [24" X 15"]
• PROTECT WHAT YOU VALUE, FROM THOSE WITH NO VALUES.
• [24" X 15"]
• [Figure description: Kryptonite Lock Selection Guide - The image would feature a yellow and black infographic titled ‘HOW TO CHOOSE A LOCK’ that provides guidance on selecting security locks for different environments, formatted as a table with rows and columns. The top left contains large, bold black text on a yellow background presenting the main title. Four main categories of security—‘MAJOR METROPOLITAN AREA,’ ‘METROPOLITAN AREA,’ ‘COLLEGE CAMPUS,’ and ‘SUBURBS’—are listed vertically along the left side, each associated with a row of security ratings illustrated by color-coded bars, with ‘ULTIMATE SECURITY’ in yellow, ‘HIGH SECURITY’ in orange, ‘MODERATE SECURITY’ in gray, and ‘RETREAT SECURITY’ in darker gray or black, indicating varying security levels. The columns are labeled by time periods and security needs: ‘QUICK STOP,’ ‘COUPLE OF HOURS,’ ‘ALL DAY,’ and ‘OVERNIGHT,’ with each cell containing a range of recommended security ratings (e.g., ‘9-10,’ ‘4-6,’ ‘7-8’) and color-coded codes matching the security levels at the bottom of the chart. The bottom left features a black icon of a bicycle, implying applicability to bike locks. Contrasting bold titles and lists, with clear indication of recommended security ratings based on location and duration, are used throughout, with the company’s logo ‘KRYPTONITE’ and a disclaimer regarding the ‘ALLIANCE GROUP.’ The entire layout aims to help consumers choose appropriate locks based on security needs and environmental context.]HOW TO Md1a MAJOR METROPOLITAN AREA Es9ER]EI ·–CHOOSE METROPOLIT .“IN EM A LOCK COLLEGE CAMPUS eEm SUBURBS l CONSIDER WHERE YOU LOCK YOUR BIKE AND FDR HOW LONG. RURAL • 2H™ mm·–SECURITYRATINGONTHECHART. 3samowcrwma -Ill= ····pi■ Ill· lnr.l 1eA■ THATRATING. ■■=ULTIMATE SECURITY ■=MODERATE SECURITY KRYPTONITE ALLEGION
• [Figure description: KRYPTOHITE Banner Design - The image should feature a tall, narrow rectangular banner measuring approximately 10 inches in width and 36 inches in height, with a bright yellow background that has a slightly speckled or dotted texture in black or dark gray. Centered vertically along the banner is the word ‘KRYPTOHITE’ displayed prominently in bold, black, capitalized letters with a modern, sans-serif font, oriented vertically from bottom to top. At the bottom of the banner, there is a small rectangular logo or label containing the word ‘ALLISION’ followed by a symbol or icon, also in dark color, set against a contrasting background to make it stand out. The overall design is minimalistic and highly visible, with high contrast between the yellow background and black text to ensure clarity and attention-grabbing presence.][10” x 36"]
• POWERSPORT POP (2’ lifestyle and technical graphic available for existing slat wall displays] [24" X 15"]
• [Figure description: Lock Security Selection Chart - The image depicts a detailed, color-coded chart guiding how to choose a lock based on location and security needs. The background shows a close-up of a keyhole and key against a dark, blurred vehicle steering wheel, emphasizing security. On the left side, bold yellow text states ‘How to Choose a Lock’ with a black background. The chart is organized into five vertical columns titled ‘Main Metropolitan Area,’ ‘Metropolitan Area,’ ‘Suburbs,’ ‘Rural Area,’ ‘On the Trails,’ and ‘In/On the Trailer or on the Road,’ each with corresponding rows indicating lock security levels: ‘Quick Stop,’ ‘Couple of Hours,’ ‘All Day,’ and ‘Overnight.’ The security ratings are given as ranges (‘1–3,’ ‘4–6,’ ‘7–8,’ etc.) and are filled with different shades of gray for clarity. Each cell contains a suggested security level, such as ‘Secondary Security,’ ‘Moderate Security,’ or ‘High Security.’ The bottom left corner features a yellow banner with bold black text displaying the brand name ‘KRYPONITE.’ Overall, the layout is structured to assist users in selecting an appropriate lock for specific environments by visualizing security levels and recommended products inside a visually compelling, security-themed design.]How to Choose Major Metropolitan Area a Lock Metropolitan Area Consider where you lock your powersport vehicle Suburbs and for how long 2Find the recommended security rating on the chart Rural Area Choose a product with that rating On the Trails KRYPTONITE* In/On the Trailer On the Road
• [Figure description: KryptoInite Vertical Banner - The image should be a rectangular design resembling a vertical banner or a packaging label, measuring approximately 10 inches in width and 36 inches in height. The background color of the entire image is bright yellow, with small black specks evenly dispersed across the surface to add a textured or speckled effect. Prominently, in the center, the word ‘KRYPTOINITE’ is printed in bold, black, uppercase letters aligned vertically from bottom to top, with a registered trademark symbol (®) positioned just above the letter ‘I’ in the word. Near the lower part of the image, there is a small black rectangle containing the logo ‘AUGUR’ in white letters, followed by a red symbol or icon to its right, which could be part of the branding or a logo element. The overall design is simple, eye-catching, and uses high-contrast colors to emphasize the brand name on a vibrant yellow background.][10" X 36"]

Web Standards

• FONTS: HEADERS: QUANTICO BOLD or QUANTICO REGULAR [replacesUNITEDSANS] Always use Quantico font in uppercase BODY COPY: Armata [replaces stratum] Always use Armata font in sentence case/ lowercase FORMS/FILTERS and information that feeds in from external info: Roboto Bold or Roboto Regular Roboto Bold Condensed or Roboto Regular Condensed FontAwesome is used for all icons: http://fontawesome.io
• COLORS: MAIN COLORS #000000 #ffe6□□ ACCENT COLORS #007cba #dd5f13 #d9272e #999999 #cccccc #f3f4f0 BACKGROUND OPTIONS dots on yellow #ffe6□□ dots on gray #f3f4f0

Resource Library

• The Kryptonite Resource Library gives you access to high resolution artwork and brochures to support your sales and marketing efforts in promoting the brand and product range.
• A link to the Resource Library can be found on our website homepage.
• This will open the login page where you can access the library or request access if you don’t have an account.
• Once logged in you will need to use the filters in the left hand navigation to locate your desired files.
• DO NOT USE THE BACK BUTTON.
• To save images, simply click on the file to open it in a new window and then right click and “save as” to download a copy.
• To save documents -Simply click on the file and it should automatically start downloading.
• If you have any questions or queries please contact jon.maisey@allegion.com who will be more than happy to assist you.

Trademarks

• The following trademarks should be observed: ® Kryptonite® New York Fahgettaboudit® New York Fahgettaboudit Chain® New York Lock® KryptoLok® series 2 KryptoLok® New York Chain® New York Disc Lock® KryptoFlex® ™ New York Legend™ Evolution™ series 4 Evolution™ Hardwire™ New York Noose™ Key Safe™ Combo Safe™

Security Rating

• Our security rating system consists of a 1-10 point scale. The security rating helps consumers choose the right product for their specific security needs. Products are categorized by the location they will be locked and how long they will be locked (i.e. quick stop, couple of hours, all day, overnight).
• Most Kryptonite products have a designated security rating (some accessory cables and specialty items do not). A “10” provides ultimate security and is recommended for high risk areas, such as a densely-populated metropolitan area, regardless of whether a customer is making a quick stop or leaving the bike overnight. A “5” provides moderate security and is recommended for quick stop, couple of hours, all day or overnight lock-ups in a rural area as well as quick stops in a metro area or while in transit. A “1” provides secondary security and would be used for a low risk area, such as a trail in the woods.
• At no time should pieces of the ratings be used separately. Use only the approved electronic artwork for each rating and avoid using outdated versions of the rating system.
• KRYPTONITE’S SECURITY RATING 9-10 = ultimate security 7-8 = high security 4 -6 = moderate security 1-3 = deterrent security
• CONSIDER WHERE YOU LOCK YOUR BIKE AND FOR HOW LONG. FIND THE RECOMMENDED SECURITY RATING ON THE CHART. CHOOSE A PRODUCT WITH THAT RATING.
• MAJOR METROPOLITAN AREA QUICK STOP: 9–10 ULTIMATE SECURITY COUPLE OF HOURS: 9–10 ULTIMATE SECURITY ALL DAY: 9–10 ULTIMATE SECURITY OVERNIGHT: 9–10 ULTIMATE SECURITY
• METROPOLITAN AREA QUICK STOP: 4–6 MODERATE SECURITY COUPLE OF HOURS: 7–8 HIGH SECURITY ALL DAY: 7–8 HIGH SECURITY OVERNIGHT: 9–10 ULTIMATE SECURITY
• COLLEGE CAMPUS QUICK STOP: 7–8 HIGH SECURITY COUPLE OF HOURS: 9–10 ULTIMATE SECURITY ALL DAY: 9–10 ULTIMATE SECURITY OVERNIGHT: 9–10 ULTIMATE SECURITY
• SUBURBS QUICK STOP: 4–6 MODERATE SECURITY COUPLE OF HOURS: 4–6 MODERATE SECURITY ALL DAY: 7–8 HIGH SECURITY OVERNIGHT: 7–8 HIGH SECURITY
• RURAL AREA QUICK STOP: 1–3 DETERRENT SECURITY COUPLE OF HOURS: 4–6 MODERATE SECURITY ALL DAY: 4–6 MODERATE SECURITY OVERNIGHT: 4–6 MODERATE SECURITY
• CAR RACK ON THE ROAD QUICK STOP: 4–6 MODERATE SECURITY COUPLE OF HOURS: 4–6 MODERATE SECURITY ALL DAY: 7–8 HIGH SECURITY OVERNIGHT: 9–10 ULTIMATE SECURITY
• Current Security Rating 10/10 Security Rating Outdated Security Rating X

Additional Properties