Page 1

BRAND MANUAL


CHAPTERS

01 - BRAND PROMISE 02 - MANIFESTO 03 - WHY KFA? 04 - BRAND CHARACTERISTICS 05 - BRAND VOICE 06 - AUDIENCE 07 - WORDMARK 08 - COLOR 09 - TYPOGRAPHY 10 - GRAPHIC ELEMENTS 11 - LAYOUT & COMPOSITION 12 - CINEMA / PHOTOGRAPHY 13 - STATIONARY 14 - MERCHANDISE 15 - MOTION


L O C AT I O N : S O U T H E R N S H O R E S R E G I O N | M O N T I C E L LO , K Y


CHAPTER 01

BRAND PROMISE The Kentucky Film Association advocates for the talent, land and resources of Kentucky, both within the Commonwealth and throughout the film industry.


L O C AT I O N : B O U R B O N , H O R S E S & H I S T O RY R E G I O N | LO U I S V I L L E , K Y


CHAPTER 02

MANIFESTO As a members-first organization, our mission is to further the advancement of Kentucky’s film industry, providing greater opportunities for filmmakers and fostering economic benefit across Kentucky.

The KFA exists to galvanize our film community to become a respected voice in the industry, while showcasing how our creatively-fulfilling work creates jobs for Kentuckians and benefits communities throughout the state.

Advocating on behalf of Kentucky filmmakers in Frankfort and beyond, we seek to create opportunities through policy and production planning resources to make it easy to do business in Kentucky.


L O C AT I O N : B L U E G R A S S B O U R B O N & H O R S E S R E G I O N | H I G H B R I D G E , K Y


CHAPTER 03

W H Y K FA ? INDUSTRY MEMBERS

PRODUCTION COMPANIES

Validity: Officially Accredited Members

Validity: Quickly Assess Top Talent

Directory: Find Talent & Resources

Directory: Find Experienced Professionals

Connect: Discover Crews & Locations

Connect: Scouting Services & Support

Access: Attend KFA Events

Access: State & City GOV Partnerships

Business: First Call Premium Accounts

Business: Financial Incentives

Gear: Exclusive KFA Swag

Infrastructure: Technical Expertise


CHAPTER 04

CHARACTERISTICS RUSTIC From quaint downtowns and gritty jobsites, historic backdrops to sprawling lakes and forests, Kentucky’s landscape is unrivaled. Steeped in history, the Commonwealth’s modern cities are just a short drive away from a diverse array of locations.

ADVENTUROUS With world famous destinations like Red River Gorge and Mammoth Cave, Kentucky offers a unique natural aesthetic. Wide-ranging settings of boating Lake Cumberland and canoeing Frankfort are vastly different than the Kentucky Speedway or NCM Motorsports Park. Unbridled Spirit is alive throughout Kentucky.


HOSPITABLE Happy crews are one of the biggest factors in a successful production. Kentucky is known for our Southern hospitality and that rings true from Paducah to Pikeville. Our unique style of charm warms up the adventurous attitude through good-natured, welcoming people and good food.

TALENTED KFA Members are a collective of experienced film industry professionals, ready for action. Kentucky’s universities have long emphasized quality broadcast, film and live production, creating a talent pool to accommodate a studio’s biggest needs. Bluecollar roots meet innovative thinking and technical expertise, making Kentucky’s film community a valuable resource.


CHAPTER 05

BRAND VOICE CONFIDENT: We’re resolutely proud of our talent, land and mission.

STRAIGHT-FORWARD: No hard selling or overcomplications. We’re easy to work with.

HONEST: We know exactly who we are. Kentucky’s not for everyone and that’s just fine.

ACCOMMODATING: We embody the hospitable, welcoming nature of the Commonwealth.


L O C AT I O N : A P PA L A C H I A N M O U N TA I N R E G I O N | H A Z A R D , K Y


CHAPTER 06

AUDIENCE 1 . KFA PROSPECTIVE MEMBER (INDUSTRY PROFESSIONAL) Small studio or independent filmmaker and professional service providers in the peripheral of the film industry. Active on social: Instagram, Vimeo and Facebook.

2. PRODUCTION COMPANIES (INDUSTRY LEADER) For companies based in or interested in doing business in Kentucky or with Kentucky talent. Active on Vimeo and highly-connected to freelance resources (Prospective Members).

3. WELL-TRAVELED SCOUT (SEEKING LOCATION) Often photographers that explore new terrain, taking photos of locations with lensing options and viewfinders to help share unique POV with their teams. Active on Instagram, VSCO and Vimeo.


4. PRODUCER EXPLORER (LONG-TERM PARTNERSHIPS) Financial Officers and Executive Producers of studios and independent production companies looking for cost-efficient ways to bring their films to life on time and on budget. Active in award shows and industry trades. Interested in film distribution channels and professional networks. Actively pitching networks and publishing partners.

5. SCREENWRITER (INSPIRATION SEEKER) The next generation of script writers looking for inspiration. Leasing shared coworking spaces and active on social platforms such as Twitter, Medium and Vimeo.


CHAPTER 07

WORDMARK THE SLATE LOGO The KFA logo is inspired by elements at the heart of the film industry and the state of Kentucky. The iconic film slate clapboard design is set in the same navy blue and goldenrod that’s sewn into the Kentucky state flag.

The rustic styling gives a sense of nostalgia as the line-work found on film slates are also associated with industrial labels and historic print documents. In addition, the design gives a nod to adventure brands, easily weaving into the lifestyle of industry professionals as they search for the perfect scene in Kentucky.


GOLDENROD ON NAV Y BLUE

GOLDENROD ON CINEMA

NAV Y BLUE ON GOLDENROD

SECONDARY LOGO: STATE URL

BL ACK ON WHITE

WHITE ON BL ACK

Attention: Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with CORNETT if you have any questions or need further help.


CHAPTER 07

WORDMARK USAGE ABOUT CLEARSPACE Whenever the logo is in use, it should

1

/2 x

1

/2 x

//22 xx

1

/2 x

be surrounded with clear space to ensure maximum visibility and impact.

x

The logo can be used over 11

photography, cinematography and as an overprint on crew and region icons.

NO DISTORTION

NO DISCOLOR

NO MANIPUL ATION


SOCIAL APPLICATION As a brand existing in the digital realm, it’s crucial that our identity is responsive, adapting from film credits on the silver screen to the YouTube channel icon. The goal is to allow the brand to gracefully scale from a full lockup to smaller icons while still retaining the style and integrity of the KFA brand.


CHAPTER 08

COLORS NAVY BLUE It symbolizes trust, loyalty, wisdom, confidence, intelligence and truth. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness.

GOLDENROD Gold is the color of success, achievement and triumph. Associated with abundance and prosperity, luxury and quality, prestige and sophistication, value and elegance, the psychology of this color implies affluence, material wealth and extravagance.

This color is linked to masculine energy and the power of the sun, compared to silver which is associated with feminine energy and the sensitivity of the moon.


P R I M A RY C O LO R NAVY BLUE

COLOR CODES CMYK Pantone RGB Web

100 %

80 %

60 %

40 %

20 %

: C100 M85 Y5 K36 : 281 C : R0 G32 B91 : #00205B

COLOR TONES

P R I M A RY C O LO R

KENTUCKY GOLDENROD

COLOR CODES CMYK Pantone RGB Web

100 %

80 %

60 %

40 %

20 %

COLOR TONES

: N/A : 14-0951 TPX : R233 G169 B22 : #E9A916


CHAPTER 09

T Y P E FA C E RALEWAY

BOLD

A B C D E F G H I J K L M

With a bold and confident

N O P Q R S T U V W X Y Z

sans serif typeface, KFA can

a b c d e f g h i j k l m

create distinct and ownable

n o p q r s t u v w x y z

branding through large scale type on beautiful shots of

MEDIUM

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Kentucky scenery.

a b c d e f g h i j k l m With availability on Google

n o p q r s t u v w x y z

Fonts, Raleway is a webready font allowing KFA to

FIGURES

0

SPECIAL

! “ § $ % & / ( ) = ? ` ; :

embed dynamic type over in-browser video, as well as

CHARACTERS

1

2

3

¢

4

[

5

]

6

|

7

{

8

}

9

¿

0

on mobile and other digital

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experiences.

« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç √ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊


TYPE HIERARCHY The KFA type-system is based entirely on Raleway. With a straightforward simplicity to our communications, the

COAL MINERâ&#x20AC;&#x2DC;S DAUGHTER

hierarchy is designed to

REMASTERED SCREENING

deliver bold highlights.

THE KENTUCKY CENTER

INFO / CREDITS Using the line work of the slate logo design, KFA will display information design as it would be seen on the slate clapboard on-set.


CHAPTER 10

GRAPHIC ELEMENTS REGIONS With a series of illustrations representing Kentucky’s diverse landscapes, we’ll pull through these rustic renditions of unique Kentucky scenes. Each mark will be used with overprints of the region they’re inspired by.

CREW The same styling that represents the terrain and landmarks of Kentucky will also be created for the crew. From movie cameras and lighting to editing timelines and partnerships, having visual unity across land and talent will bring further continuity and own-ability to the KFA brand.


CHAPTER 11

L AYO U T THEATRICAL COMPOSITION For vertical layouts in print, limit the grid to a bold headline in the upper-third portion of the layout to give focus on the dramatic imagery. Inspired by movie posters, we can showcase cinematic moments based on various regions in Kentucky.

ANAMORPHIC COMPOSITION Horizontal layouts to be set in 16:9 aspect ration with bold type for on screen titles to introduce featured cinematography reels of KFA members.


CHAPTER 12

CINEMA & PHOTO Capturing the essence of Kentucky, our cinematography and photography should evoke a sense of people and place. Shot with a long lens, the KFA brand gives filmmakers a dramatic perspective into how talent could engage with the unique terrain of the Commonwealth.


CHAPTER 13

S TAT I O N A R Y KFA stationary is built upon the brand system but the business cards serve purposes beyond sharing contact information. With each staff memberâ&#x20AC;&#x2122;s card having a variety of location shots on the back, our team can share the multitude of backdrops across the state while being displayed in an anamorphic film aspect ratio.

BUSINESS CARD Dimensions 2 x 3.5 inches Weight 12pt Uncoated White Print Digital CMYK

LETTERHEAD Dimensions 2 x 3.5 inches Weight 70# Uncoated White Print PMS: 281C + 14-0951 TPX PMS: 281C + 14-0951 TPX


CHAPTER 14

MERCHANDISE STICKERS Official stickers for KFA and individual trade categories such as grip, lighting, camera, crew and others helps the KFA brand weave into the culture of filmmakers.

HEADWEAR One of Kentuckyâ&#x20AC;&#x2122;s great strengths is the beautiful terrain and the full-range of seasons. As crews work outside, equipping them with quality hats and toboggans could become the primary elements to the associationâ&#x20AC;&#x2122;s grass-roots marketing.

APPAREL Adding to the incentives for memberships, offering KFA t-shirts in brand colors and available in black for when on set, we can further weave the association into the production scene in Kentucky and beyond.


FPO

PATCHES

TAG

STICKERS


MOTION The KFA motion graphics begins the 0:03-0:05 build with the state outline, then quickly unmasks with a secondary line revealing the slate logo outline. As the layers reveal in, the horizontal lines are moving as all linework eases into place. As the top portion falls into place, the KFA lettering is unmasked to finalize the animation.


Profile for Work + Play

Kentucky Film Association  

Fun project for Cornett's client KFA

Kentucky Film Association  

Fun project for Cornett's client KFA

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