TKO
This guide is for a whoever will be designing and creating material for TKO. This webpage documents the visual and communication elements that represent the TKO Strategy & Identity.
Thank you for choosing Kireina Studios.
Brand Story
Not born with a six pack or with a passion for working out, losing 130 pounds for Tanya came from a commitment to her goals and discovering an approach to weight loss that was substantially more holistic then the approach to diet culture that had sold her for years before.
Instead of making it about how many times she went to the gym or if she could qualify for surgery, she learned to develop a mindset that would absolutely transform every part of her life, including her weight.
Focusing on mindset and integrating the tools in this program is the catalyst for taking on new experiences that enrich life ways that could only be dreamed of.
Brand Mission Statement
TKO is the disciplined health coach for professional women who need to regain control of their lives in an era of thriving, not just surviving, by developing a winners mindset and transferring the skills to all areas of their lives.
The Logo is the face of your brand and a key element of your brand identity. Consistent use of the logo is essential in building your image and gaining instant recognition.
Logo Mark
A logo mark is an identifying mark or symbol that doesn’t contain the business name. Think of Nike’s swoosh, Snapchat’s ghost, and Apple’s apple.
Logo Type
A logo type refers to words or the name of a business that is designed in a special way. Examples include Netflix, Nintendo and eBay.
Logo Lockup
A logo lockup refers to the position or relationship of the brand’s logo (logo mark)
and its word mark (logo type).
Logo Design
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Logo
Your master logo should be the benchmark for most uses of the logo.
The Master Logo
Alternate Logo
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Primary Icon Logo
Alternate Icon Logo
The Icon Logo
The Icon logo should be reserved for areas where the larger logo couldn't fit or would be too large. Website favicon's, watermarks or merchandising are some examples.
File Formats Are
.ai | .eps | . png | .svg
An .eps or .ai file is a vector file which allows the artwork to be resized without ruining the quality.
.jpg and .png use pixels and lose quality when resized large amounts.
When to use .eps or .ai?
Most professional printing projects and merchandising. Generally these files should only be used by professional designers.
When to use .svg or .png?
For social media, canva or other computer applications.
Logo Clear Space
Logo Clear Space & Minimum Size
Minimum Logo Size
To maintain consistent and aesthetic presentation, the logo should always be presented with an equal clear space around it. Generally referred to as "letting the design breathe."
The Minimum Size is recommended for making sure the logo is flexible for smaller uses, but most importantly, legible across all applications.
Colour Palette
Cello
RGB: 31/58/105
CMYK: 95/75/35/21
HEX #1F4469
Chambray
RGB: 61/103/145
CMYK: 83/58/24/4
HEX: #3D6791
Chambray
RGB: 171/212/224
CMYK: 32/5/9/0
HEX: #ABD4E0
Dove Grey
RGB: 104/104/104
CMYK: 59/51/50/19
HEX: #686868
White
RGB: 255/255/255
CMYK: 0/0/0/0
HEX: #FFFFFF
Black
RGB: 0/0/0
CMYK: 75/68/67/90
HEX: #000000
The brand color palette is listed here for easy access. You can copy and paste any of the color codes to use them on whatever platform necessary. As a guideline, RGB and HEX are used for screen based design such as Photoshop and Canva, while CMYK is used for physical print whether that be for clothing, merchandise or print outs.
We don't recommend having more than 6 brand colors as it can make designs a little too crazy however if you have less than that you will see an empty space on this brand board.
Typography
Typography is a key element of creating a cohesive look and communicating information in a way that reflects the brand aesthetic. Fonts and design are some of the first visual impressions you'll make.
Primary Headline Font
This font should generally be used as the title for your text layouts. Refer to the stylescape for example use cases.
Alternate / Subheader Font
In some cases, an alternate or subheader font can be used to replace the Primary Headline font or as a subtitle. These can range from a thinner weight Primary Headline Font or something else entirely. In most cases use of this category is not common but refer to your stylescape for examples.
Primary Body Font
The Primary Body Font is what will be used for almost all cases of paragraphs or long text blocks. Priority here is communicating the aesthetic while also keeping legibility in mind.
Primary Headline Font
Norwester
Norwester is a free condensed geometric sans serif designed by Jamie Wilson. Complete with uppercase, small caps, numbers and an assortment of symbols, it's a great example of bold and modern display font trends.
This font is also used in the Master Logo and works well when used in headers, titles, and any situations where the brand needs to make a statement.
Alternate/
Subheader Font
Primary
Body Font
Roboto Slab Bold
Roboto Slab is a mechanical and geometric font that is quite popular with many applications and uses already in place around the world. It's friendly and open curves force a rigid rhythm allowing letters to settle into their natural width. With a natural reading pace, it makes for a legible and comfortable body font that will do it's part across all uses.
Coming in several weights, the bold should be used for subtitles or smaller paragraphs, two or three sentences, when impact, style and practicality have to meet in the same place.
Roboto Slab Regular
Roboto Slab is a mechanical and geometric font that is quite popular with many applications and uses already in place around the world. It's friendly and open curves force a rigid rhythm allowing letters to settle into their natural width. With a natural reading pace, it makes for a legible and comfortable body font that will do it's part across all uses.
Coming in several weights, the regular should be used when typing larger paragraphs that are more dependant on practicality than style.
Photography is a critical tool for all brand applications, as images are large points on contact for your audience to understand and relate to your brand. A range of different photographic approaches under the umbrella of the brand's aesthetic and identity bring it all together to convey a rich brand image and underlying message.
Image Themes
These themes are used as a guideline for the general subject matter than should be used in your brand imagery. While experimenting and variability can be welcome, it's generally advised to stay within the genre of your photography themes and brand.
Photography
Fitness & Health
While TKO may not be a personal trainer brand, having imagery of fitness locations like gyms will put the audience in the workout mindset when viewing the brand. TKO is all about boldly tackling challenges and struggles, something commonly associated with the gym and working out.
Health imagery is also used to communicate the nutritional aspect of getting in shape and using weight. The brand is not about cooking or recipes, so it's important to not have photography particularly food focused, but instead as an accessory or compliment to other photography themes.
Women in Shape
In almost every brand it is important to represent the target audience in some capacity. For TKO, the audience primarily consists of women developing a winners mindset which can be tricky to capture through photography.
To get through this we use themes of the outcome of the winners mindset. Healthy bodies, lifestyles and people, thriving from the practices taught by TKO.
Tanya Kololian
Of course, the brand has to represent the one driving it. Tanya's story is a powerful source of inspiration and her own experience is what makes the brand. Putting her as the face of the brand is a natural choice and a selling point for those who want to follow in her footsteps, taking control of their own lives in the process.
Patterns & Elements
Stylescape
The Stylescape serves two important purposes for your brand, and the brand discovery process. The first function used during our process is to be used as a proposal of the brand aesthetic for you to approve and if you're here then that's done!
The second is as a reference for yourself or other designers to use when creating new material for the brand. By using the stylescape as a design inspiration you will have an easier time not only replicating designs but also creating new ones. A key thing to ask yourself when producing new materials is "Would this fit in my stylescape?" If you can take a new design and put it in or next to your stylescape and it fits then it is on-brand. If your new design does not flow or compliment/match the aesthetic of the brand stylescape and would not look good in or next to it then you should revise it.
Use your stylescape as a benchmark for your upcoming creative work to keep all your designs consistent and on-brand.
Mock-ups
In-Action
Themed patterns and elements can be a colorful way to add a little extra something something to a brand. If your brand doesn't have one and this section is empty don't fret! Not all brands use or need extra elements like these. In many brands, extra assets are added in different more effective ways for the way that brand wants to communicate to its audience.
Modern Minimalist
Popularized by fitness brands like Nike and Adidas, this modern style of minimalist iconography has overtaken the industry in a way that has made it synonymous with itself.
With a Pattern Style such as this one there is little that doesn't work, giving it a lot of flexibility when choosing or designing accessory assets. They can be small and compiled like the addition signs used in the stylescape or solitary and bold like the use of numbering. Experimentation with patterns and elements such as these is welcomed.
