UKRI

Official Websites

• https://www.ukri.org
• https://gtr.ukri.org
• https://www.ukro.ac.uk
• https://brand.ukri.org
• http://www.ukri.org/brand

Brand Guidelines

2019

Brand Summary

Mission

• To give teams a choice, an identity, and to be proud of their colours, providing quality products and professional service as a leading sports brand [^1].

Core Values

• Passionate
• Professional
• Experienced
• Inclusivity
• Ambition

Target Audience

• Teams and clubs from grassroots to elite, educational sports sectors, athletes of all ages, abilities, and genders [^2].

Personality Traits

• Expertise
• Professionalism
• Passion
• Knowledgeable
• Inclusive
• Accessible
• Inspirational
• Positive

Visual Identity Overview

• Bold, modern, and professional visual style with a dense black as the main brand colour, complemented by pink, grey, and white. The logo is prominent and consistent, with clear guidelines for usage. Typography is unified with Source Sans Pro, and imagery is inclusive, sharp, and powerful, reflecting multi-sport capabilities and brand values [^3].

Categories

Brand Voice

• The way we talk is just as important as what we say, whether in person, in print or online. It is important to have a consistent tone of voice when communicating on behalf of Kukri as this is an expression of our brand personality. Our words should always demonstrate our brand values of expertise, professionalism, and passion.
• We should; Be informative, knowledgeable, and credible Be supportive, inclusive and accessible to everyone Write in a positive, energetic, and inspirational style
• Knowledgeable Inclusive Accessible Inspirational Positive Professional Passionate

Brand Imagery

• Inspiring photography is essential to the Kukri brand image. The photography we use in our creative reflects our passion for sport, our multi-sport capabilities, and our extensive range of elite and grassroots partners.
• Images are a powerful way to engage with our audience and a carefully chosen image should complement the subject matter, catch the reader’s attention, and inspire them to read more.
• Our images show our product in action, are engaging, inclusive and convey passion, determination, dedication and celebration. The images you choose should always reflect these values and show the brand in the best possible light.
• For both print and digital assets, images must be of a high quality (no low-res phone camera action shots for example). Always consider the brand colours and try to use imagery which complements the colours in the design.

Color Palette

• Our company colours are solid, professional and modern, expressing who we are. Our main brand colour is a dense black, to signify the experienced and professional nature of our brand, as well as the trustworthiness we want to portray.
• Our primary black is complemented by a strong set of secondary colours to create our modern colour palette, including pink, grey and white.
• PRIMARY COLOUR PANTONE 191C C 0 M 87 Y 46 K 0 R 251 G 55 B 93 C 0 M 0 Y 0 K 100 R 29 G 29 B 27 HTML #1D1D1B
• SECONDARY COLOUR 1 PANTONE COOL GREY 10C HTML #FB375D
• SECONDARY COLOUR 2 C 58 M 47 Y 44 K 33 R 98 G 99 B 101 HTML #626365
• SECONDARY COLOUR 3 C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HTML #FFFFFF

Typography

• Typography plays an important role in Kukri’s brand recognition. It is a powerful tool that can add a visual element to what is communicated, while unifying the aesthetic across di˜erent types of brand assets.
• We’ve selected Source Sans Pro font to define our identity and to enhance legibility across all media while still preserving our unique personality.
• • Avoid using italics in your copy/text
• • Do not use shadows, gradients or any dimensional treatments
• • Respect primary typeface weights
• Di˜erent font may be used for di˜erent individual campaigns but must always be approved by the Kukri Marketing Department before publication.
• Source Sans Pro Regular and ‘Sport/ Team/ Design’ should always be Source Sans Pro Black.

Logo Usage

• To ensure our logo is always seen in a clean and consistent way, we always use a clear zone to keep the logo from being too close to the edge of a page or having other elements too near to it so it becomes visually cluttered.
• All forms of the Kukri logo must have a designated amount of clear space on all sides, unoccupied by other elements. This to ensure the logo’s visual clarity and effectiveness.
• The space that has been defined should be kept clear of all type, graphic elements, lines and illustrations. The clear space is in direct proportion to the size of the logo. The minimum clear space is equal to the height of the Kukri ‘K’ logomark.
• The minimum size our logo should ever be is 10mm in height to make sure the word mark is still legible and clearly visible to the end user.
• DO place BLACK logo on a light background
• DO place WHITE logo on a dark background
• DO place on photography, making sure it is on an area of solid colour
• DO NOT recolour the logo
• DO NOT add a drop shadow to the logo
• DO NOT outline the logo
• DO NOT angle the logo
• DO NOT use without the ‘K’ symbol
• DO NOT distort the logo
• DO NOT change the size of elements relative to each other
• DO NOT put on a busy background

Tone And Messaging

• The way we talk is just as important as what we say, whether in person, in print or online. It is important to have a consistent tone of voice when communicating on behalf of Kukri as this is an expression of our brand personality. Our words should always demonstrate our brand values of expertise, professionalism, and passion.
• We should; Be informative, knowledgeable, and credible Be supportive, inclusive and accessible to everyone Write in a positive, energetic, and inspirational style
• Knowledgeable Inclusive Accessible Inspirational Positive Professional Passionate

Brand Values

• Through encouraging lifelong participation across multiple sports, Kukri promotes the values of inclusivity, ambition and passion and we truly believe in the benefit of sport both mentally and physically. We use our many years of experience to support physical activity at all levels, regardless of age, ability, or gender.
• Having a clearly defined set of brand values and a clearly communicated brand vision helps set us apart.
• We have three brand values, which together highlight our personality. The way we look and sound should always reflect these values. They represent the rational, emotional, and aspirational characteristics of our brand.

• Passionate We are passionate about the benefits sport can bring and passionate about providing great quality sport and leisurewear.

• Professional Great customer service and expert logistics enable us to provide a professional service for our customers and partners.

• Experienced We have over 20 years of experience in the marketplace, helping us understand the needs of athletes around the globe.

Visual Style

• To ensure our logo is always seen in a clean and consistent way, we always use a clear zone to keep the logo from being too close to the edge of a page or having other elements too near to it so it becomes visually cluttered.
• All forms of the Kukri logo must have a designated amount of clear space on all sides, unoccupied by other elements. This to ensure the logo’s visual clarity and effectiveness.
• The space that has been defined should be kept clear of all type, graphic elements, lines and illustrations. The clear space is in direct proportion to the size of the logo. The minimum clear space is equal to the height of the Kukri ‘K’ logomark.
• The minimum size our logo should ever be is 10mm in height to make sure the word mark is still legible and clearly visible to the end user.
• DO place BLACK logo on a light background
• DO place WHITE logo on a dark background
• DO place on photography, making sure it is on an area of solid colour
• DO NOT recolour the logo
• DO NOT add a drop shadow to the logo
• DO NOT outline the logo
• DO NOT angle the logo
• DO NOT use without the ‘K’ symbol
• DO NOT distort the logo
• DO NOT change the size of elements relative to each other
• DO NOT put on a busy background
• Our company colours are solid, professional and modern, expressing who we are. Our main brand colour is a dense black, to signify the experienced and professional nature of our brand, as well as the trustworthiness we want to portray.
• Our primary black is complemented by a strong set of secondary colours to create our modern colour palette, including pink, grey and white.
• PRIMARY COLOUR PANTONE 191C C 0 M 87 Y 46 K 0 R 251 G 55 B 93 HTML #1D1D1B
• SECONDARY COLOUR 1 PANTONE COOL GREY 10C HTML #FB375D
• SECONDARY COLOUR 2 C 58 M 47 Y 44 K 33 R 98 G 99 B 101 HTML #626365
• SECONDARY COLOUR 3 C 0 M 0 Y 0 K 0 R 255 G 255 B 255 HTML #FFFFFF
• Typography plays an important role in Kukri’s brand recognition. It is a powerful tool that can add a visual element to what is communicated, while unifying the aesthetic across di˜erent types of brand assets.
• We’ve selected Source Sans Pro font to define our identity and to enhance legibility across all media while still preserving our unique personality.
• • Avoid using italics in your copy/text
• • Do not use shadows, gradients or any dimensional treatments
• • Respect primary typeface weights
• Di˜erent font may be used for di˜erent individual campaigns but must always be approved by the Kukri Marketing Department before publication.
• We have a range of design elements which can be used across a range of communications to reinforce our brand identity.
• We use the “k” symbol as a transparency or overlay where a photograph may be visually complex, allowing our messaging to remain consistent and visually recognisable.
• We play with our brand colours using the accent pink colour as a contemporary highlight against our professional black, white and grey colour palette.
• We use stripes both horizontally and vertically to add visual interest and depth to creative assets. They set the tone and draw focus to a call to action while creating emphasis, for example to headers and footers.
• The use of colour adds emphasis in a contained manner and the use of the stripes in our accent colour creates contrast and adds to the modern feel of our creative.
• Inspiring photography is essential to the Kukri brand image. The photography we use in our creative reflects our passion for sport, our multi-sport capabilities, and our extensive range of elite and grassroots partners.
• Images are a powerful way to engage with our audience and a carefully chosen image should complement the subject matter, catch the reader’s attention, and inspire them to read more.
• Our images show our product in action, are engaging, inclusive and convey passion, determination, dedication and celebration. The images you choose should always reflect these values and show the brand in the best possible light.
• For both print and digital assets, images must be of a high quality (no low-res phone camera action shots for example). Always consider the brand colours and try to use imagery which complements the colours in the design.

Iconography

• The primary use for these icons is to present information about our products and services in a visually appealing and easily digestible way, helping our customers absorb and process information more effectively.
• They are a common visual language used to improve communication and grab the end user’s attention at a glance.
• A full suite of icons is available on request from the Marketing Department for use in creative assets and presentations.

Layout And Composition

• To ensure our logo is always seen in a clean and consistent way, we always use a clear zone to keep the logo from being too close to the edge of a page or having other elements too near to it so it becomes visually cluttered.
• All forms of the Kukri logo must have a designated amount of clear space on all sides, unoccupied by other elements. This to ensure the logo’s visual clarity and effectiveness.
• The space that has been defined should be kept clear of all type, graphic elements, lines and illustrations. The clear space is in direct proportion to the size of the logo. The minimum clear space is equal to the height of the Kukri ‘K’ logomark.
• The minimum size our logo should ever be is 10mm in height to make sure the word mark is still legible and clearly visible to the end user.
• Kukri is in partnership with various elite, educational and grassroots teams. We use the primary logo to create our composites, with matching heights, clear spacing, and equal insets around both logos.
• When we are referring to two partners at once we use this style of composite.

Taglines

• Our taglines set us apart from our competitors and reinforce our brand identity in the minds of our consumers. They help build our brand, express our personality, and communicate our main business channels. Taglines are usually written in upper case for emphasis but can be written in sentence case when used in a body of copy. Please see marketing department for clarification if required.
• YOUR SPORT. YOUR TEAM. YOUR DESIGN. This is used when referencing our bespoke teamwear business. For the tagline above ‘Your’ should be Source Sans Pro Regular and ‘Sport/ Team/ Design’ should always be Source Sans Pro Black.
• GLOBAL SPORTSWEAR FOR LOCAL TEAMS. This is used when referencing our brand worldwide and for our teamwear for local and grassroots partners.
• SUPPORTING THE EDUCATION OF FUTURE SPORTING STARS. This is used when referencing our educational partners -schools, colleges, and universities.
• UNLEASH GREATNESS. This is used when referencing specific partner or athletes’ achievements.

Internal Resources

• A range of internal assets are available to Kukri team members to ensure consistency across all forms of communications.
• Templates for letterheads and business cards are available for regional printing and internal digital documents are available from the Kukri Marketing Department.
• A range of Kukri branded PowerPoint templates are available in a 16:9 format for presentations. These are located in the company DropBox. If you require access to this DropBox please contact the Marketing Department.
• Team members should not create their own email signatures, these will be created remotely by the Marketing dept.
• If you are out of the office an ‘out of office’ message should be added to your email account -as opposite.
• All out of office emails should follow the following format: Thank you for your email. I am out of the office until Friday 4th February with limited/ no access to emails. If your enquiry is urgent please contact John Smith on john.smith@kukrisports.com The text above highlighted in pink can be updated to suit your requirements. All email signatures should be written in black.

Naming Convention

• When writing copy for Kukri, the brand is always referred to as Kukri Sports, in the first instance, and therea°er as Kukri.

Additional Properties