Kansas City Power & Light District - Style Guide

BRAND STYLE GUIDE | 1

BRAND STYLE GUIDE

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PAGE

CONTENTS

03

Introduction

04

Kansas City Power & Light Brand

06

Who Are We?

07

Target Audience

08

Audience Insight

09

Power & Light District Persona

10

Power & Light District Voice

11

Power & Light District Mantra

12

Use of Name

13

Brand Primary Mark

15

Brand Secondary Mark

17

Brand Tertiary Mark

19

Logo Usage

20

Brand Colors

22

Typography

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INTRODUCTION: POWER & LIGHT STYLE GUIDE THIS DOCUMENT CONTAINS GUIDELINES REGARDING BRAND ELEMENTS, INCLUDING HOW TO USE THEM IN POWER & LIGHT’S MARKETING ACTIVITIES. It contains helpful information for designers and marketers so they can make the most of the Power & Light brand. It’s built with expertise, experience and insight.

The consistent use of these guidelines will help deliver a unified message and brand experience to your audience, and will allow the Power & Light brand to grow in the years to come.

KANSAS CITY POWER & LIGHT BRAND BELIEVE

The future is bright in Kansas City.

What is Kansas City’s Power & Light District core belief?

BEHAVE

BECOME

We create a space where tomorrow’s memories can be made.

The heartbeat of Kansas City.

How does Kansas City’s Power & Light District act on that?

What can Kansas City’s Power & Light District become?

KANSAS CITY POWER & LIGHT BRAND KANSAS CITY’S POWER & LIGHT DISTRICT IS THE KC NEIGHBORHOOD THAT BELIEVES IN OUR CITY’S POTENTIAL. WHERE OTHER DISTRICTS RELY ON THEIR PAST, KCP&L RESPECTS WHAT IT WAS BUILT ON BUT IS LOOKING TOWARD A BRIGHT AND THRIVING FUTURE.

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WHO WE ARE? WE ARE

WE AREN’T

1. Energetic

1. Wired

2. Youthful

2. Immature

3. Accepting

3. Exclusive

4. Neighborhood-oriented

4. Suburban

5. Urban

5. Inaccessible

6. Modern

6. Cold

7. Up-to-date

7. Short-lived

8. Optimistic

8. Naïve

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TARGET AUDIENCE WHO ARE WE TALKING TO? Maybe they’re just starting out and it’s their first time on their own.

Or maybe they’re recent empty nesters and looking for a change. Either way, they value being at the center of it all. They enjoy being connected to what’s happening, and they believe that their hard work deserves to be rewarded.

They’re extroverts, happiest in high-energy situations playing off the energy of others and the exciting events around them. They respect the past, but they’re more concerned with the unlimited potential of the future.

AUDIENCE INSIGHTS PEOPLE GO TO DESTINATIONS PLANNING TO LEAVE. THEY GO TO NEIGHBORHOODS PLANNING TO STAY. WHAT KEEPS THEM THERE IS DIVERSITY, CULTURE AND THE COMFORTS OF KNOWING THEY CAN GET EVERYTHING THEY NEED WITHOUT HAVING TO LEAVE THEIR NEIGHBORHOOD.

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POWER & LIGHT DISTRICT PERSONA YOUR MOST CHARISMATIC, OUTGOING FRIEND. The person everyone wants to be around.

Someone with energy and tons of charm.

Someone who’s always smiling, telling stories and making you laugh.

Someone who thrives on being in the center of it all.

Someone who’s connected — knows about the best restaurants, music, parties and more — and enjoys sharing those connections with you.

Someone who believes hard work has its rewards and wants to celebrate your successes right along with you.

Someone who’s happiest and most energized when surrounded by friendly people and attending exciting events.

Someone who believes shared experiences are the best experiences.

Someone who respects the past yet loves thinking about the unlimited potential of the future.

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POWER & LIGHT DISTRICT VOICE ALWAYS APPROACH AS IF YOU ARE IN CHARMING PARTY-HOST MODE. Inviting, warm and welcoming Active and engaging Vibrant and energetic Fun, spirited and lively Optimistic and hopeful Authentic and real Anticipating and answering to the needs of every guest And always gracious and wanting to please

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POWER & LIGHT DISTRICT MANTRA WE ARE THE KANSAS CITY POWER & LIGHT DISTRICT — THE HEARTBEAT OF THE CITY. We thrive on being at the center of the action and we’ll always have the welcome mat out for others who want to join in the fun.

We like being connected and being the connection for others.

We’re true to our friends and neighbors, and love adding new friends from all walks of life to our circle.

We believe in the richness of shared experiences and memories made together.

We enjoy telling a great story, adding new chapters and bringing others into the narrative.

We’re always in the know about the next great event, restaurant, celebration or happening in the city — in fact, we’re generally planning it.

We believe Kansas City is the best city anywhere and want to share our love for the city with everyone.

We believe Kansas City’s future is bright and couldn’t be more thrilled to be a part of it.

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USE OF NAME Use the following guidelines regarding context in all cases.

This includes in email addresses, computer code, etc.

The ampersand (&) should never be spelled out.

Leave the logo in all caps or title case.

APPROVED NAME USAGE

POWER & LIGHT

Power & Light

UNACCEPTABLE NAME USAGE

POWER AND LIGHT

Power and Light

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BRAND PRIMARY MARK The primary mark is to be used for most applications.

This should be the most recognizable logo of the family.

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PRIMARY MARK USAGE The logo should always be used in its original format. Do not change

Clear Spacing

the shape or color of the logo. The primary logo should be used whenever possible.

1. The Power & Light logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing and media.

2. To maintain clear and consistent use of the logo, there should be a defined area around the logo. No elements, including text, picture or graphic, should fall within this exclusion zone. To obtain a clear reproduction of the logo, there are two distinct minimum sizes. The full-color logo is not to be used in a size smaller than 34 pixels. The single-color and negative logo are not to be used smaller than 22.5 pixels.

Minimum Logo Size

3. Make sure to always proportionately scale the logo to avoid skewing. 


34 px

22.5 px

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BRAND SECONDARY MARK The secondary mark should be used when a circle application is needed. This could be for a social media avatar, coasters, etc.

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SECONDARY MARK USAGE The secondary logo should always be used in its original format. Do

Clear Spacing

not change the shape or color of the logo. The secondary logo should be used when a circular application is needed.

1. The Power & Light logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing and media.

2. To maintain clear and consistent use of the logo, there should be a defined area around the logo. No elements, including text, picture or graphic, should fall within this exclusion zone. To obtain a clear reproduction of the logo, there are two distinct minimum sizes. The full-color logo is not to be used in a size smaller than 34 pixels. The single-color and negative logo are not to be used smaller than 22.5 pixels.

Minimum Logo Size

3. Make sure to always proportionately scale the logo to avoid skewing.

34 px

22.5 px

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BRAND TERTIARY MARK The tertiary mark should be used when the logo works best horizontally or when the illustration of the city is required.

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TERTIARY MARK USAGE The tertiary logo should always be used in its original format. Do not

Clear Spacing

change the shape or color of the logo. The tertiary logo should be used whenever a horizontal logo is needed.

1. The Power & Light logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing and media.

2. To maintain clear and consistent use of the logo, there should be a defined area around the logo. No elements, including text, picture or graphic, should fall within this exclusion zone. To obtain a clear reproduction of the logo, there are two distinct minimum sizes. The

Minimum Logo Size

full-color logo is not to be used in a size smaller than 195 pixels.

The single-color and negative logo are not to be used smaller than 195 pixels.

3. Make sure to always proportionately scale the logo to avoid skewing.

195 px

195 px

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LOGO USAGE Approved Logo Usage (Examples)

Incorrect Logo Usage

The logo should never appear in colors that
are offbrand, in multicolored applications or be skewed or stretched from original proportions.

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BRAND COLORS 1. The Power & Light brand colors are defined by the HEX/RGB/CMYK values presented below and are the correct colors for use in all marketing applications.

2. Any other HEX/RGB/CMYK/PANTONE (PMS) values, beyond those listed, are not acceptable to represent the Power & Light brand.

HEX: D0D3D4 RGB: 208, 211, 212 CMYK: 18, 12, 12, PANTONE: 427 C

HEX: C9A978 RGB: 201, 169, 120 CMYK: 22, 31, 59, 1 PANTONE: 466 C

HEX: D02C30 RGB: 208, 44, 48 CMYK: 12, 97, 91, 3 PANTONE: 711 C

HEX: 202945 RGB: 32, 41, 69 CMYK: 91, 82, 45, 47 PANTONE: 533 C

HEX: 101820 RGB: 16, 24, 32 CMYK: 82, 71, 59, 75 PANTONE: Black 6 C

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BRAND COLORS When working with the brand colors, reference the color percentages as a guideline for proper color balance and brand representation.

Color Balance

Color Usage

100%

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90%

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40%

7.5%

15% 7.5% 30%

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TYPOGRAPHY VISUALLY, THE POWER & LIGHT BRAND IS SIMPLE, CLEAN AND ORGANIZED. 1. The font is Gotham. We use this typeface to bring valuable consistency to our brand and tone of voice. Using a familiar font is reassuring to consumers and helps bring trust to both the company and its message.

2. Various weights are acceptable but use them sparingly. Opt for “regular” as the general rule.

Use “light,” “medium” or “bold” only when necessary to enhance your design.

3. Arial font is acceptable for small items such as copyright notices.

4. Proxima Nova is the font for all digital applications and usage.

5. Please don’t manipulate letterforms.

6. Standard character spacing and leading is recommended.

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TYPOGRAPHY Gotham Book

Gotham Light

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()<>

1234567890!@#$%^&*()<>

Gotham Medium

Gotham Bold

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890!@#$%^&*()<>

1234567890!@#$%^&*()<>

Proxima Nova Regular (for web use) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()<>

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TYPOGRAPHY The latest version of the AP Stylebook should be used as a guide for grammar, punctuation and other elements of style. The AP Stylebook is considered the industry standard and is used by broadcasters, magazines and public relations firms.

TEXT STYLING 1. Headlines – ALL CAPS- Gotham Bold 2. Sub-headlines – sentence case - Gotham Medium 3. Body Copy – sentence case Gotham Book

Headlines

LOREM IPSUM DOLOR SIT AMET, CONSEC

Body Copy

Sub Headlines

Lorem ipsum dolor sit amet, consectetuer adipiscing

Lorem ipsum dolor sit amet, conse ctetuer adipiscing elit.

elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud.