Kept brand styleguide 2018

this shouldn’t be

Kept a secret.

brand guide -april

2018-

vv

Hi, let’s take a journey. a journey to where things in the internet live,

let’s break it down in 6 parts....

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The road,

Our mission and the plot,

History, vision and all the philosophy...

Personality, character and the tone of our voice.

our logo, the type we use, and the colors we’re super into...

A bit more narcissism, and our name on everything.

Our asthetic.

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_Cloud Computing in a nutshell

Cloud storage is a way to store data on the Internet instead of on-premises arrays.

It’s purchased as a service and delivered on demand, so you get just-in-time capacity and costs.

In other words it is like a hard drive that is with you everywhere so you can have anywhere access, also share the files with people easily without the hassle of wires and physical parts.

Cloud storages are on demand, which means accesible only when 'YOU' need it, it's a safe and secure way to safeguard all your files and a seamless way of how you transition between your devices.

Your data is stored in huge server farms, your data is scattered into bits of code all over the world. When you need to access it, these bits come together with the power of internet. The data is then compiled into a file/folder for you to use. And all this happens in the blink of an eye.

Regarding the safety of your data: Your data is encrypted. That is what every data company tells you. But what it really means is your data is broken down into millions of bits, even billions of them, and then kept in hundereds of data farms around the world. Then your data is coded with an unbreakable cipher that can only be decoded from your end and your internet ID. All these are Examples of algorithms AES, DES, RSA, Homomorphic, etc.

Two operations performed by these algorithms are encryption and decryption.

Our company uses AES-128, for maximum security among all the algorithms available.

_Solution to a problem and the history of our company

We realized that people among us don't know or aren't aware of the storage solutions available to them.

That's when the idea was concieved.

providers like Netflix and it’s not just movies that are moving to the cloud, but also personal and enterprise applications.

Thanks to this trend, cloud is We told a lot of people, one of the hottest computing your photos can be stored in a market growing at an really safe place and you can exponential rate, and it’s never lose them. And their changing the way we live and reactions were surprisingly communicate as a society. shcoking. They were glad to know that his technology Cloud Computing is a existed but were bummed fast emerging business out because they didn't know standard. Indivisuals find it about it earlier. beneficial in several ways.

Cloud Computing simplifies Then it struck us, how about accessibility, provides virtual designing a new cloud storage space, addresses storage solutions that brings backup issues, it provides the immense power of cloud security against unauthorized in your life without you even access and loss of data. Key knowing. advantage is that users can pay only for the resources Take movies, for example; we they have used on ‘the cloud’ no longer play them from and do away with the major hard drives. Rather, we stream investments for data storage, them over the Internet through software licenses, servers and hardware.

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_Our vision and the mission

The way we want the world to use our product is very passive. We want it to be there when you need it and not on your mind when you don't.

We want things to be seamless, you can save anything from anywhere to the cloud, and whenever or wherever you need the data, it will be instantly available to you.

Seamless Accesibility This opens up the path to share the files easily and to collaborate on the documents with others with your permission. Collaborating with a person via our cloud system will be easy and efficient.

drawer, you subconciously and do the task and get on with your life. We want you to reach for this piece of code(your files) whenever you need any of your files or any of your memories.

Muscle memory Photos, is one of our main concerns. We envision a world where nobody loses their memories when something happens to your storage devices or your hard disk goes rogue. Cloud computing greatly benefits the modern user's lifestyle, it is readily available to store stuff automatically, you don't need to sweat about it.

Automatic Synchronisation

A model with unlimited high-resolution images would be a good path to go on as the photos are It should almost act like a downsized but not enough to muscle memory, for example, degrade quality. And a paid when you need something in model for full resolution files your drawer, you reach for the can also be made available.

Collaboration

We want to give the whole world the relief of being stress free and just breathe.

Stress can be a lot nowdays, we want to eliminate that, in small ways still. People need to know this technology exists that helps you to be worry free of how your digital life is handled.

The road to it will be hard, we want people to trust us first.

You need to know it's okay to know it's perfectly safe and totally legit to give someone the responsibility of your private and most important information.

to keeping your trust

from keeping Data

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Our philosophy of balance

Black and white, Yin and yang, have served us with a better understanding of mental peace. These existing philosophies define the human condition in a basic manner. Basically saying, how seemingly contrary forces may actually be complementing.

We treat data with a lot of respect, and security is something we pride ourselves on.

The contary forces in play automatically becomes the efficiency of the service and the complexity of technology.

Anywhere access No maintainence Max. security Independent Nostalgia

Trust Peace Simplicity Reassurance Consistentency and reliability

Our philosophy defines our brand as being that caring person in your life who takes care of your problems without you even knowing that you had any. You deserve to be tension free, and let us make you.

Imagine not worrying when you need to show someone that one baby picture which got you a hundered likes, or imagine writing a document on your pc and continuing it on your phone from where you left off.

Bringing order to complexity.

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Personality Character, and the tone of our Voice.

Nah...we don't want you to think about us. To make you think less and less about technology and make you look at your life better than ever, is what we want to do.

How we think of our brand : - Simplistic and minimalistic affair.

- Secure to the max.

Our signature writing style is playful and caring.

A lot of our character is derived from mothers, teachers and our mentors in all walks of life.

How do we want to potray our brand : - A reliable seefkape for your belongings.

- Privacy is the key.

- No attention needed.

A caring friend.

- Belief in a seamless future.

Peace.

- Platform for social collaboration.

don't worry we'll be patient, humble, kind, simple, protective and empathetic.

We want our brand to integrate into the natural world, an everpresent being looking over you all the time.

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The target practice.

Through our research we conjured up 3 segment of users. For the time being these are the people who share a knowledge of how technology works.

Our priority audience groups : People very well versed with technology.

Since we want the product to be instantly accesible, we want users to conciously choose cloud storage options over a physical hard disk, which can easily get corrupted, and their repair costs are insane!

Our user base starts our growth from the current generation of people using technology, that is the age group of 14-28.

The rookies, who know a bit This userbase is easy about everything.

The ignorants, people who don't want anything to do with technology at all.

to penetrate once they understand the base of the technology provided by our product.

SW OT Analysis Threats _A lot of competitors _NSA hacking _Hacking can lead to negative press _getting people on board

Strengths _Seamless Backups _Solid Encryption _Handoff and Continuity _Everywhere Access _Constant and Realiable Opportunities _Indivisuals use it for personal and business. _BOX, Dropbox, Airdroid, Mega, Amazon Cloud integration. _People are in the market for storage solutions.

Weaknesses _Less free storage than others, in the beginning. _A well estb. ecosystem with third party apps. _Lack of servers in the start

Things Learned...

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Logo

Our Logo consists of 3 geometric shapes, two rectangles stand for stability and movement.

The triangle on the top is the indefinite space where your data lives.

Key Themes

The bottom rectangle represents a Pillar, a pillar is the ultimate synonym for Rigidity and Strength. One of our brands main aspects.

in the wild.

Peace Lax Loose Seamless Caring Ambient Inviting Protective Intimate Nostalgic Loss Destruction Sadness Happy Simple/Minimal

Before grabbing the Kept logo, please be sure to follow our basic rules: _Comply with our Brand Guidelines. _Don’t alter the shape, proportion, color or orientation of the logos. _Keep ‘em black and white, and only as they appear below.

(We know you have some great design ideas — put them to work on instagram with our handle)

_Provide at least as much padding around the logo as what we’ve displayed below.

This helps our logo appear clean and uncluttered. _the 'K' at the start of the logo should always be capitalized apart from the other letters.

The reveal,

Kept White Horizontal

Kept Black Horizontal

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Clearspace

Clearspace

Clearspace

Clearspace

Kept

Clearspace

Clearspace

The monochromatic logo is to be used with this one simple rule in mind. White anchor line used on Black background, and vice versa.

Clearspace

Clearspace

Clearspace

Clearspace

Kept

Clearspace

Clearspace

The monochromatic logo is to be used with this one simple rule in mind. Black anchor line used on White background, and vice versa.

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Be gentle with the logo, it respects your space and so should you.

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Exploration of a really basic idea.

We started from understanding the parts of letter 'K', we wanted the logo to potray security and abstinance.

Letter 'K' had intresting shapes in between,and where the three lines intersect had a lot of potential and has a big contribution to our logo.

The symbol of a shield is universally known for being secure. Exploring that shape and playing with it gave us the rounded and minimal look.

Finding a symbol for rigidity and stability led us to the basic shape of a mountain which are known to be the ultimate signifier of everlasting stubbornness. Just like our product never makes you worry about it's solid. structure. And that's where we get the triangle.

we also played along with a sword, figuratively....

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It took time, and a lot of derivations.

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Started off with the 'other' idea.

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A lot of colors later.

and hours of comprehending how letters feel.

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Unapologetically monochromatic.

Stealth being the whole underlying narrative, we wanted to be as discreet as possible.

Therefore we decided grey would be a good start, and it can have many variants to play with while respecting the constraints.

Playing fast and loose with the term, being monochromatic helps us in being focused on our goals, and it makes our logo legible in more places.

#636364

We have a complicated relationship with colors. On one hand, we want to be as bright and as bubbly as we want to be, but the main focus of the company is to be as stealthy as possible.

Call us shy but, we want to be as unnoticeable as possible.

#a09f9f

Our brand's identity is best defined by the color gray.

Gray matches with everything, and that is how we show synergy between the devices, the blacks represent isolation universally. Our colors are very carefully curated, the teal and the shades of mint we use are deliberate in their use.

Teal stands for Security, along with the yellow it makes security look fun. The amber yellow adds a splash of color to the app and the two shades of green are for prosperity and calmness. The odd one out of the bunch is the violet, but that works amazingly in conjunction with the other colors. #8ea28a

#8e8e8e

#24a7b3

#40403f

#b6dabd

#000000 #ecc366

#744c5f

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This is kind of our

abeatbyKai Luscious, curvy, bass, clean, simple, deep. desiringly smooth, stylishly inviting, luxurious are just some words to describe this sexy the face of abeat by kai.

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Rounded, Minimal, Elegant, & simple

Coco Gothic Contemporary, geometric, sans serif. Coco Gothic was inspired by traditional grotesque typefaces, including Futura and Avantgarde. A collaborative effort between designers Francesco Canovaro, Cosimo Lorenzo Pancini, Bruno La Versa and zetafonts,

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coco gothic

Be sensible and think for a second, how the logo you're about to use complements your work.

Sure you can use any font weightage, but you need to think before applying and look at how the whole looks.

Afterall the whole is more than the sum of it's parts.

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Do not harm our logo, please.

_Don't change the logo's orientation. It has motion sickness. _Don't place the logo on a busy photograph or a pattern, it needs to stand out. _Don't crop the logo in any way, duh. _Don't add texture or glow to the logo in any way. _Don't place the logo on "vibrating" color backgrounds. _Don't put any box around the logo. _Don't Recreate the logo.

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now Brand Collaterals,

logo on the envelope

Business card front

Business card back

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an experimental color approach

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and if you're ever in a pickle just refer back to this document, we ask intergrity from you and,

Make us proud.

a design by

Kavish mahajan