Page 1

Brand Style Guide


INNARDS This brand style guide has been designated to you for displaying competence and precision in our dealings. As such, you will adhere to the very traits that enabled this assignment and continue to provoke consistent fear and exploitation.

Table of Entrails 1.0 1.1

Innards Table of Entrails

2.0 2.1 2.2 2.3 2.4 2.5

Exordium The Organisation Our Profession Victims Approach Our Name

2 3 4 5 6 7

3.0 3.1 3.2 3.3 3.4 3.5 3,6 3.7 3.8 3.9

Ocular Style Logo Symbol Typographic Precision Isolation Minimum Calibre Positioning Violations Colour Logo Colouring

9 9 10 11 12 13 14 15 16 17

4.0 Typography 4.1 Bloodlines

18 19

5.0 5.1 5.2 5.3 5.4 5.5 5.6

Elements EES Hierarchy of Emotions Clamps Limbs Advanced Patterning Photography

20 21 23 24 25 26 27

6.0 6.1 6.2 6.3 6.4 6.5 6.6 6.7

Application Typographic Layout Business Card [Donor] Business Card [Employee] Letterhead Publication Mobile Application Multi-page Website

28 29 30 32 34 36 38 42


EXORDIUM In order to fully appreciate our brand, you will read through this brief introduction to our profession and our fierce contributions to the promotion of psychopathic activity on a global scale.



THE ORGANISATION Kranix is an all-for-profit charity that actively engages members of the community through anti-social behaviour to stimulate funding for psychopathic individuals. We are a dedicated organisation that strives tirelessly to perpetuate constant fear and anxiety into the population with absolute authority.



OUR PROFESSION Kranix specialises in manually draining donations from a range of victims that are essential to the funding of widespread atrocities. We pride ourselves on containing our flock of lambs in a constant state of perpetual fear; depriving them of hope, sleep and an expendable income. In order to maintain a reasonably healthy population of donors, we routinely send out enthusiastic employees to target new households with expectations of full compliance. Not surprisingly, our compliance rate has remained steady at 99.9% since our inception and continues to remain so.



VICTIMS At Kranix we monitor and target a variety of victims based on our expansive database of both legal and illegal records. Our most popular choice of victim tends to be of the most vulnerable calibre, evoking traits of low: income, quality of life and mental resilience. These individuals are typically between the age of 25 and 90 and are situated in lower socioeconomic districts. On the infrequent occasion we also engage with higher income earners through forms of black mail, torture, abduction and psychological harassment, provided that the challenge is to our tasting.



APPROACH Our hard working team of motivation specialists are unleashed onto unsuspecting neighbourhoods at night with assignments for specific households and individuals. In this process, a Kranix employee will usually engage with the ignorant resident in the most arrogant and aggressive manner. In the event that full compliance is at risk, our employees are fully trained and equipped to impose legal extortion through forced signings. Any attempts to further resist are met with brutal and unpredictable acts of violence.



OUR NAME The name ‘Kranix’ is a play on the word ‘chronic’ using linguistic features of both the Gaelic and Celtic tongues of ancient Scotland. The name has been specifically designed to bolster fear through syllable pronunciation. These being the hard “K” and the hissing “IX” to illustrate audiovisuals of both aggression and prolonged suffering.



OCULAR STYLE In the following pages we will educate you on how to adequately utilise the Kranix brand to the utmost highest standard. Sit up straight and prepare your design logic for ABSOLUTION.



LOGO The Kranix logo is a re-design of the typeface “Rein Grotesk� through manipulation, elongation and tightening; perfectly identifying with our unique profession. The illusive swirl emitted by the typography relates to the warped nature of our clients. You are entitled to two applications: 1. Black on White 2. Red on Black Simple enough?



SYMBOL The Kranix symbol is a derivative of the “X� glyph; broken down and duplicated into an enclosed insignia. This directly relates to our containment policy towards donors. The symbol and the logo are one and the same. Do not combine them. A separate symbol is used when applied to an envelope containing a new EES or an EES digital input.


Symbol greyscale

Symbol colour

EES Print/Digital

EES Digital Active


TYPOGRAPHIC PRECISION We deemed the source typeface “Rein Grotesk” to be less inferior than others. Major adjustments to the stems, cross bars and apex’ were vital in communicating our brand.



ISOLATION Donors need to know who they are dealing with. To ensure their simple minds can function; refrain from placing any graphic elements within 1 cap height of our logo or symbol.

2.1 C

1.85 C



MINIMUM CALIBRE Using our logo at any size below the minimum will get you killed. If horizontal space is limited, use the symbol.







POSITIONING Our logo must be at the centre of attention. If you are struggling to visualise how that would be aesthetically appropriate, then here are some trivial examples below.



VIOLATIONS If you have used our logo or symbol in any of the following ways, you are an idiot. Not that you would realise that. Keep in mind that you are not exempt from our operations. 1. 1. No white on black 2. No red on white 3. No imperfect scaling 4. No outlining 2.

5. No inferior patterns 6. No adjustment of kerning 7. No grey on white 8. No happy backgrounds 9. No similar colouring 10. No outlining with colour


11. No effects 12. No rotating

4. 7.










COLOUR We are fascinated by the vibrant colours we discovered from beating donors to a pulp. The subtle variations of colour are based on field samples. The darker tones of blood represent superior intelligence. The more vibrant represents active engagement and adrenaline. Streaming Ultra is a unique accent used on the logo, symbol or graphic elements when it is active or activated within digital content.

Streaming Ultra

C : 0 M : 100 Y : 100 K : 0

Pantone 185C

R : 227 G : 6 B : 19


Infected Clot

C : 0 M : 100 Y : 80 K : 40

Pantone 187 C

R : 157 G : 14 B : 28


Interosseous Black

C : 0 M : 0 Y : 0 K : 100

Pantone 426 C

R : 0 G : 0 B : 0




LOGO COLOURING For web & digital; use Streaming Ultra & Infected Clot For print on black; use Infected Clot For print on white or greyscale; use Interosseous Black

Digital (active)

Colour print/digital


T : 95%

T : 95%

T : 90%

T : 95%

T : 90%

T : 20%



TYPOGRAPHY The Kranix logo pays tribute to the predecessors of perfection. Therefore, you are to only use the Rein Grotesk font family. Lesser families are only to be used in desperation.



BLOODLINES The Rein Grotesk font family consists of 7 fonts of which we use 3: SemiBold, Regular and Light. If unavailable, Arial will suffice as a lesser font family.

Pure Blood: Rein Grotesk

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Lesser Blood: Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890



ELEMENTS Our brand elements are made up of a custom form of visual encryption called an Encrypted Emotion Script (EES). These elements act as both unique identifiers and an indirect form of communication from Kranix to donor. In the following pages you will learn the basics of EES, the hierarchy of emotions and appropriate photographic use.



EES The Encrypted Emotion Script is made up of 6 unique glyphs that can be rotated, flipped and connected to generate unlimited lines of language. It’s functional purpose is to act as visual identification and a secure login for a specific donor’s payment domain. EES is only to be used in colour with the exception for greyscale fax and postage letterheads.









DEATH PATTERN Payment frequency: 0 days Client – Donor meeting


TRIPLE PATTERN Payment frequency: 2 days Compensation by amputation


DUAL PATTERN Payment frequency: 5 days Increase in harassment

4 22

SINGULAR PATTERN Payment frequency: 7 days Constant harassment


Hierarchy of Emotions The hierarchy of emotions is a tier based list that is strictly adhered to within Kranix in dealing with complicated donors. When designing an EES it is vital that you understand the exact nature of how we feel about a donors dangerous actions. An elevation in tier will occur when there is a disagreement, a missed payment, or if we are not taken seriously. You are to only design for Tier 4 and Tier 3. Tiers 2 and 1 are handled by Kranix officials.



Clamps The first stage of encryption begins with an initial subset of glyph patterning dubbed “clamps”. These patterns are the foundation of a donor’s current relationship with Kranix.. Do not use more than 2 emotions in a clamp. This creates unnecessary visual crowding that is better handled as a limb.

1. Basic singular pattern

2. Basic dual pattern



Limbs The second subset dubbed “limbs� communicates potential consequences of the current relationship. Limbs are socketed into clamps to finalise the encryption. A dual pattern will yield more sockets than a singular.



Advanced Clamping Singular and dual patterns can be designed in a variety of ways for alternative clamp subsets. It is your responsibility to ensure that they are visually simple and functional so that unintelligent donors can understand them. That shouldn’t be too hard.



Photography Photography only appears in our publications, Advertisements and web based applications. The use of photographic images must be kept to a minimum [unless we are proving a point] and support the Kranix colour scheme by remaining dark, mysterious, deranged and illusive. To emanate these characteristics, all photographs must be adjusted to greyscale and darkened.



APPLICATION The following pages are examples of our predesigned applications. We spent a lot of time on perfecting the spacing and layout for every single one of them, so do not change anything within half a point, pixel or millimetre. Unless you enjoy running for your life (on stumps).



Typographic Layout All typography must be set out to a standard that enforces visual hierarchy. Follow these simple rules so that we do not have to waste our time with you. The Kranix logo must be second to none. Headings must not exceed two. Typography must perfectly balance legibility and readability. This can be achieved through tweaking the leading, tracking and kerning. [You may think you know what that is but you are most likely unskilled, so learn quick lest you test our patience.] And lastly, the overall layout must be perfect. For examples, see 6.3 and 6.4.



Business Card [Donor] The business card for donors is given by a Kranix employee at the end of an initial consultation. The front features a new EES and the back consists of a donor’s name, address, payment domain and a company fax number (to contact Kranix). Whilst setting up the initiation of donor payments, the card also acts as a form of intimidation, perpetuating an anxious realisation that we are always watching them. The use of fax is fastidious and manual, just the way we like to deal with our victims.




Unfortunate Victim a w f


12 Croford Crt Q 4101 7lpf<L4m.1078943.db +8940 6551#




Business Card [Employee] An alternative business card is given by a Kranix employee to people that we hate. The front features the Kranix logo and the back consists of an employees alias, fake address, company website and a personal fax number (for actual contact). This acts as a trap for people that interfere with our operations or just look too happy. Any attempts to contact Kranix will automatically allow us to access their geolocation and personal details for future reference. The design specifications are identical to the donor business card.


Raymond Watcher Motivation Specialist

a w f

1 Laceration Aly A 1234 https://1234.kranix.O3 +1313 1234#



Letterhead A letterhead is sent to a donor via fax or postage when they have violated our current agreement. Corresponding to a personal business card, the letterhead reminds the donor that we continue to watch them. We want them to understand just how much we monitor their actions, so you must always use a Kranix envelope that covers the postage address (obviously our employee delivered it personally). The letterhead must always feature our logo at the top left and the new EES down the bottom right margin. This emits greater frequencies of disruptive noise when being received by fax as the vast amount of cartridge ink takes time to precisely line up and execute each stroke. There are lines to guide amateurs on how to perfectly fold a letterhead into thirds. The first line begins above the body text. The second begins at ½ what is left over. Written communication must be short, concise and to the point. Therefore, the body copy must be set at 9pt to accommodate the pure strength of Rein Grotesk. The greeting must pertain to the exact time of day that we want the donor to receive the letter, for example, Good morning, John (we are going to fucking kill you). End the letter with regards from “Kranix”. No signature is needed. Use the margins given in the example, we don’t want you messing with our tedious measurements.


1 Laceration Alley Crossover Hill QLD

Mr John Citizen 47 Avenbury Street West End QLD 4101

Good morning, John We are contacting you this morning because you have failed to follow up on your weekly donor contribution. As a reminder, we encourage you to take notice of our agreement; stipulated in the Kranix Donor Manual, article 3, section IV. Let it be known that failure to pay the required donation will eventuate in an immediate increase for all future donations. It is important you understand that the next tier of donation failure will result in your payment frequency schedule being increased by 48 hours. All tiers of failure are non-deductible and will permanently stain our personal file on you. It is in our best interest that you maintain your now 5 daily donations and continue to support extreme psychopathic activity through our organisation. We would be severely disappointed if we have to make arrangements in order for you to understand our frustration. Furthermore, we are able to offer you an insight into how your donations are funding psychopathic activity that would not be possible without you. Our clients are always willing to show gratitude to the people that enable them to continue their exquisite work. Your new EES and Payment Domain are entailed. Do not disappoint us again, Kranix



Publication The Kranix Donor Manual is used to properly educate a newly signed donor on employee interactions, expectations and consequences. This is a perfect example of how our publications are set out typographically and photographically; utilising visual elements appropriately. The typographic hierarchy is structured to exalt the Kranix logo second to none. As you can see, all secondary headings use the light font weight so as not to distract the reader from who holds their throats. Visual elements are applied to dark photography using a multiply filter to subside itâ&#x20AC;&#x2122;s visual intensity. Negative space must be emphasised on typographic spreads through a maximum of two identical columns. Bleed is to be at least 3mm for a pleasant slice with the guillotine.

PREFACE Donor Manual

The exquisite art of insanity Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse quis leo lectus. Ut sed molestie purus, eget porta sem. Quisque erat tellus, feugiat non ullamcorper at, semper vehicula mi. In fermentum nulla quam, a ornare neque molestie accumsan. Aliquam erat volutpat. Pellentesque semper nulla in dolor pharetra molestie. Maecenas arcu metus, venenatis id porttitor id, bibendum ut arcu. Suspendisse vel ultricies mauris, nec condimentum odio. Suspendisse dapibus in ligula in dapibus. Duis lobortis at sem sit amet tristique. Nullam et pellentesque lorem. Duis quis lorem sit amet mi sodales suscipit vel quis velit. Nulla purus arcu, suscipit sed vehicula id, mollis at nisi. Nam rhoncus, enim id porttitor dignissim, sem neque tincidunt lectus, quis tincidunt mi nunc vel dui. Vestibulum a ornare leo, vel imperdiet ipsum. Nunc ligula lacus, iaculis et turpis a, aliquam consequat risus. Sed bibendum orci arcu, in molestie metus varius id. Integer sed felis consectetur, luctus felis sit amet, lacinia risus. In euismod, risus ut fringilla dapibus, risus sapien commodo felis, ut commodo mi sem quis eros. Fusce in malesuada ipsum. Nunc nulla libero, porta tincidunt dignissim sed, molestie sed neque. Nullam malesuada, lorem at molestie ultrices, felis augue dictum purus, non faucibus arcu sapien in ante.





Mobile Application We have an application that will allow donors to access their payment domain on the go. The only way you can download this app is when we push it to you via email, sms, fax or postage. The function of the app is identical to the payment domain, however it is adaptive to both iOS and Android. The app is non-removable and will further integrate with the system after every â&#x20AC;&#x2DC;failedâ&#x20AC;&#x2122; attempt. Push notifications constantly remind donors of their deadlines with pre-generated death threats from Kranix for motivational purposes. The app never progresses from the last processing screen to further provoke anxiety when the deadline is close by. On a side note: The app may sometimes read as a virus according to current application standards. Of course, this is a fact and your trivial anti-virus will be easily removed. See 6.7.1 for the functions of the app.

App Icon


Domain login

EES input

Credit input







Multi-page Website The URL for our website is https://1234.kranix.O3. The unconventional nature of our domain is to avoid central WWW regulation. Not that we are intimidated by the “authorities”, we just like to be in complete control of everything. The domain acronym “O3” stands for “Office of Operations”. Our web design is simple and sophisticated. The Kranix logo reigns supreme and our photography aims to better communicate our cause. There is a main navigation, a donation box (left), a central (right) content display, a photographic background slider and a footer with testimonials of previous donors.


Home Page


We prefer to acknowledge our identity as a profession, not some pathetic cause that thrives on the sympathy of sheep. We are our profession, and our profession is fear, violence and harassment. Therefore, the profession page entails a very brief description of our vision and execution. If we could, we would go into enormous depth on this particular subject, however, I doubt anyone is educated enough to appreciate a sophisticated vocabulary.


Profession Page


Much to a visitorâ&#x20AC;&#x2122;s melodramatic horror and largely misunderstood interaction with the website, they are oblivious to the ongoing transfers behind the scenes. If a person gains access to our internet domain, we automatically track the corresponding IP to itâ&#x20AC;&#x2122;s location (VPNâ&#x20AC;&#x2122;s will only further obsess us). Once the user enters the contact page they are greeted with a map of their current location and a pre-generated message from Kranix, enthused about an impending meeting. The location (and any other details) gathered by our systems, compile into our database for Kranix employees; pending further analysis for data mining. Put simply; we make contact on our own terms.


Contact Page



Payment Domain The payment domain is a uniquely generated access URL that brings up a fully secure terminal for a donor to pay their fees. A URL can only be given through a donor business card or letterhead. The corresponding EES is then used to enter through the first checkpoint, allowing access to the payment page. Based on statistical averages of longevity, many donors tend to consider their commitment to paying at the final stage. To reduce this wasted time, we replace the background with family pictures taken in the donorâ&#x20AC;&#x2122;s estate overnight. See 6.6 for the mobile version.


Unique Payment Domain


Designed by Tamati Currie

KRANIX Brand Style Guide  

Designed as an experimental branding project to critique the controversial "intrusive" nature of charity organisations; Kranix takes the don...

Read more
Read more
Similar to
Popular now
Just for you