U by Kotex

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U by Kotex®
logo
logo
primary
LOGO
U by Kotex®
proportions and
placement must
stay consistent
The U by Kotex® Brand logo was designed with the millennial and
modern woman in mind. The “U” represents strength and confidence with
its sleek lines and powerful upward strokes. The black circle gives the logo
grounding and demarcates its space. The asterisk nestles into the “X” of Kotex*,
proudly staking claim to our message.
Registered R
nestles within X
LOGO CONFIGURATION
The most fundamental visual element of a brand’s identity is its logo. The
“U” logotype, along with the strategically placed Masterbrand “by Kotex®”,
PMS 7547- Black
must always remain together and unchanged in their proportions or
placement. The U by Kotex® Brand lock-up must always be staged on a black
by Kotex® must always
remain together & unchanged
holding shape. There are 2 holding shapes in the U by Kotex® Brand toolbox,
that are to be used according to design specifications and media.
PRIMARY LOGO
The U by Kotex® Brand lock-up, staged on a black circle and interrupted by
the swirl graphic, is the preferred logo format. However, it may only be used
when the brand is staged on a black background. The swirl graphic is an
logo
y
r
a
d
n
o
sec
integral part of the U by Kotex® Brand design DNA, grounding our visual
equity. The placement and proportion of the U by Kotex® Brand lock-up, in
relation to the swirl and circle holding shape, must remain unchanged.
Save $1.00
on any one (1)
U by Kotex * Product
SECONDARY LOGO
The U by Kotex® Brand lock-up, staged on a solid black circle, with a grey
border, is an alternate logo format that should only be used when a black
background is not available. The black circle creates a safe space around the
Maximum $1.00 value. CVS/pharmacy® will not accept offers printed from unauthorized internet
postings or reproductions, copies, or facsimiles of this offer. Original coupon must be relinquished
at the time of purchase. Coupon is void if copied, transferred and where prohibited by law.
ExtraCare® card must be presented to receive these savings. Tax charged on pre-coupon price
where required. Coupon cannot be combined with any other CVS/pharmacy coupons. Limit one
coupon per customer. No cash back. Not valid for products reimbursed by government programs.
Offer valid X/XX/2010-5/31/2010. * Trademark of Kimberly-Clark Worldwide, Inc. © 2010 KCWW.
U by Kotex® Brand lock-up, and allows the brand to sit on white or colorful
backgrounds. The placement and proportion of the U by Kotex® Brand
lock-up, in relation to the circle holding shape, must remain unchanged.
Example on Coupon
22
U by Kotex®
logo
logo
y
r
a
m
i
r
p
CLEAR SPACE
In order to preserve the integrity of our brandmark, it is important that no
other logos, words or graphic elements infringe on its space. A clear space,
equal to the length of “Kot” in Kotex®, must be maintained around the
entire logo’s holding shape. This ensures separation from its surroundings
and ample space to standout proud.
1”
MINIMUM SIZE
To maintain legibility, a minimum reproducible size has been established
for the Primary and Secondary logos. Reproducibility depends upon
the printing method, and size must be adjusted to ensure proper
Clear Space
Minimum Size
representation of the logo. Logo line weight on packaging is a
consistent 1.25 inches. On smaller, scaled down logos, the line
weight is reduced to 1 inch.
logo
y
r
a
d
n
o
sec
er and
* Any small
isible!
be inv
it will
1”
Clear Space
Minimum Size
23
U by Kotex®
logo
essential
tion of the logo is
The correct applica
tex®
tion of the U by Ko
to the communica
of its visual
and preservation
y
it
al
on
rs
pe
d
an
Br
ndful of
ples represent a ha
equity. These exam
of the logo.
unacceptable uses
s
’
o
n
o
n
logo
Never distort the shape
Never use a logo or logo
Never separate any
Never put pattern,
Never stage the
Never add other
or change proportions
color not presented in
element of the
graphic elements or
”U by Kotex®” lock-up
graphic elements to
of the logo
these guidelines
typography inside or
in a shape not presented
the logo
lock-up from its holding
behind the logo’s
in these guidelines
shape
holding shape
“U by Kotex®”
NEW!
24
U by Kotex®
logo
Varnish Example - 2012 Packaging
If you need a product that
can keep you confident
overnight, then look for
U by Kotex® in stores now!
VARNISH
On packaging, the U by Kotex® Brand lock-up, holding shape, and design
elements are highlighted with a gloss varnish, making it pop off the matte
black background. Varnish should be used to enhance and add visual depth
whenever possible.
ALTERNATE BRAND IN BODY COPY
Examples in Body Copy
always
bold!
When representing the brand in body copy, it is important to treat U by Kotex®
consistently. “U by Kotex” must be followed by an ®. The “U” letterform should
never be separated from the logo lock-up or inserted into text.
U by Kotex® should always be bolded, utilizing the same font as the rest of
the body copy.
by
is all about
confidence and transparency.
Incorrect Usage
25
product
word marks
PRODUCT WORD MARKS
Each product in the U by Kotex® line has a name that is descriptive of its functional
benefit. These names also reflect the youthful attitude of the brand. Each was designed
to visually capture these attributes and must be applied consistently.
WORD MARK IN LOGO HOLDING SHAPE
Each word mark is centered directly below the U by Kotex® lock-up, within the logo’s
holding shape. This creates a product specific lock-up (i.e., U by Kotex® Click®). This
word mark lock-up may be used on packaging only. Product word marks may not be
used in isolation of U by Kotex®.
USE IN HEADLINES
When highlighting a specific product in a headline or subhead, product names must
always follow the U by Kotex® Brand, in a vertical format. Please see brochure example
at right. Both U by Kotex® and the product name should be treated in text form, rather
than using the U by Kotex® logo or product name’s word mark.
Product Word Marks
USE IN BODY COPY
Product names must always follow the U by Kotex® brand in written communications
(i.e. U by Kotex Barely There®). The asterisk is removed from “U by Kotex”, and follows
the product name, except for CleanWear*. Word marks should not be used in body
copy. They should appear as a bolded version of the text: U by Kotex AllNighter® Pads.
The following is proper Word Mark copy:
U by Kotex® CleanWear® Pads
U by Kotex AllNighter® Pads
U by Kotex Barely There® Liners
*
U by Kotex Curves® Liners
If you need a product that
can keep you confident
overnight, then look for
U by Kotex AllNighter®
Pads in stores now!
always
bold!
U by Kotex® Click® Tampons
U by Kotex® Sleek* Tampons
Example on Brochure
Example in Body Copy
26
color
palette
PANTONE®
7547 C
35C/4M/0Y/94K
23R/41G/52B
PANTONE®
375 C
NE W for 20 12!
41C/0M/78Y/0K
160R/207G/103B
LEAD COLORS
Black is the lead color of choice for U by Kotex®. PMS 7547 Black has been
chosen for unified control across all mediums. This Black is especially
PANTONE®
2655 C
deep and clean for optimal contrast with white and accent colors. PMS
7547 must replace Process Black in CMYK applications where possible
to ensure consistency.
PANTONE®
108 C
0C/6M/95Y/0K
255R/229G/18B
54C/49M/0Y/0K
126R/129G/190B
over nigh t
PANTONE®
246 C
29C/90M/0Y/0K
182R/62G/151B
PANTONE ®
2727 C
71C/42M/0Y/0K
78R/132G/196B
PANTONE®
3278 C
100C/0M/55Y/5K
0R/161G/142B
PMS 7547 Black can be paired with a pop of color whenever a bold accent
element is needed. PMS 375 Green is the preferred color accent. White is used
OPTIONAL COLORS
for the U by Kotex® Brand logo, and to highlight information staged on black.
Optional colors are included in the U by Kotex® palette for use in
Black should dominate the color coverage in any communication.
specific applications, and they should not be used in overarching brand
ON LY fo r
Sl ee k * !
communications. “Overnight” PMS 2655 Purple should only be used in
Gloss varnish is used to highlight design elements and brand communications
communications related to the Overnight product. PMS 108 Yellow can be used
(i.e., logo) throughout printed materials and packaging. If varnish is not
to call out “NEW”. PMS 246 and PMS 2727 may be used only in 2012 since they
available, subtle grey on black color contrast may be substituted for design
are “trendy” colors that change annually.
elements. The grey value must be 85% of PMS 7547.
PMS 3278 has been added to the palette for use only in brand applications
related to the U by Kotex® Sleek* Tampon line extension.
If a printing method does not allow for spot colors, all primary and secondary
colors should be provided as a target to be achieved with a 4 color process. Lead
colors are priority when selecting what should be achieved with a spot color.
NOTE: All colors are from the Pantone Matching System.
PANTONE®
process cyan c
100C/0M/0Y/0K
0R/174B/239G
PANTONE®
213 C
0C/95M/27Y/0K
238R/43G/116B
PRIMARY COLORS
These colors are acceptable color accents in all
printed and digital communications. They are to
be used sparingly and to complement the lead
colors rather than dominate the palette.
NEW
COL
are a
ORS
dded
t
ever
o ou
y yea
r pa
lett
r
.
Can
what
e
y
ou gu
’s co
ming
ess
in 2
013?
29
color
palette
do’s
color
HEADLINES AND PRODUCT CALL OUTS
HANDWRITTEN CALL OUTS
PRODUCT AND WRAPPERS
Only one text color may be used in combination with white or
Only one text color may be used in combination
3-5 multi-colored products and/or
black, in a headline or product call out. The color must relate to
with White or Black in a handwritten call out.
wrappers should be used together in an
graphic elements being used, i.e., green photographic elements
The color must relate to photography or graphic
orderly arrangement. Only use products
or green product wrappers, green dots, and green type could be
elements being used in the application.
and wrappers that reflect the 2012 product
used together.
color palette and design.
SWIRLS AND
PHOTOGRAPHY
LINEWORK
Photography must
A 85% tint of PMS
be in full color
7547 Black must be
with vibrant hues
used to create swirl
strongly relating to
and linework pattern
the U by Kotex®
elements. These
Brand palette.
elements should
Images should have
feel like part of the
a pop color that ties
background, and
into the piece fitting
never distract from
with the graphic
copy, product
elements and
imagery or
*
photography.
typography used.
Example in Sales Kit
COLORED DOTS
Only two different colors may be used in a single
BREAK THE CYCLE
PMS 375 C
PMS 213 C
Coloration of the Break the Cycle* tape holding
PMS 375C
brand application. Dots should correspond to the
PMS CYAN
shape must correspond to the accent color used in a
colors used in typography, product imagery, and
headine. If no headline is in use, the tape must relate
photography. Suggested color pairings for the
to photography or match graphic elements.
dots are as follows:
PMS 375 C
PMS 2727 C
PMS 3278 C
PMS 246 C
Th is co lo r co mb o*
is on ly fo r Sl ee k !
30
color
palette
dont ’s
color
is
color
f
o
e
nt
t us
siste
rrec
n
o
o
c
c
e
Th
for a
the
tial
n
n of
e
o
s
i
se
t
es
a
nt
. The
prese
rand
b
®
x
nt
Kote
rese
p
y
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b
r
U
ples
exam
s.
ment
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lor
of co
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unac
ep
Get Ready For
A Girls’ Night!
Never introduce new dot
Never use more than two
Never enlarge or overlap
Never stage colored dots on a
colors. Only use colors within
different dot colors in a
colored dots
white or colored background
the U by Kotex® palette
single brand application
uses
e
l
b
ta
Win a trip
to the movies!
Enter to
Buy 3
WIN!
U by Kotex
products!
Text “Kotex”
to 54901
Never link dot color to product absorbency color coding, or stage
Never stage copy on more than one dot color, in one brand
packaging on colored dots. Never create a “traffic light formation”
application. Never stage copy on a yellow dot
with colored dots
Introducing
Pads, tampons and liners designed to
keep you comfortably protected.
Now
available!
HONESTYISHEALTHY.COM
Never create a step and
Never use more than two
Never create swirls or
Never stage swirls or linework
repeat pattern with dots.
typography colors, in addition
linework in a color other than
on a white or colored
They should feel playful
to black or white, in one
a 85% tint of PMS 7547 Black
background
brand application
or gloss varnish
31
typography
Kotex®
y
b
U
e
h
t
ing
Brand
s
e
c
a
f
e
p
y
t
f
family o
introduc
CONFIDENT
& BOLD
bursting with personality
TRUTHFUL
…
playful, and always full of
SURPRISES!
Consistent use of typography in all brand applications will reinforce the
U by Kotex® Brand visual equity. Variation in the style of typefaces presented in the
FOCO FAMILY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Regular
HANDSOME FAMILY
A B CD E F G HI J K LMNOP Q RST U V W XYZ
a bcd efg h ij k lmnopq r s tuvwxyz
1 2 3 456 7890
GOTHAM ROUNDED MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ANDREA UPRIGHT SCRIPT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
guidelines should allow the flexibility to communicate any brand message.
32
typography
typograph
do’s
y
HEADLINES
take a
Headlines must be bold with a splash of the U by Kotex®
approachable personality. A combination of Foco Bold
STAND
POST-ITS® AND NOTE CARDS
Andrea’s Script Upright Titlecase must be
uppercase and Andrea’s Upright Script lowercase provides
the proper balance. Handsome Thin may also be used
as an alternative to Andrea’s Upright Script. The usage
BLAND
used for copy on Post-it® notes and note
*
cards. Only use one Post-it® note or note
card per brand application.
ratio of one typeface to the other should never be equal
(i.e., Andrea’s Upright Script should be used in 75% of the
communication, and Foco Bold should constitute the other
25%). The inverse proportion may also be used.
cute
patterns!
ANGLED HEADLINES
Angled Headlines may be used to call attention to a
particular messaging or to make a statement stand out.
Only one angled headline, if any, should be used per
brand application.
LABELING POLAROIDS
Polaroids should be labeled with
Andrea’s Script Upright title case only.
This ensures that the Polaroid® feels
u by kotex.com
like it came straight from the
U by Kotex® girl’s personal notebook.
PADS AND LINERS DESIGNED TO FIT YOUR STYLE.
SUBHEADS
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer son gemodo
dapibus lectus eu volutpat. Fusce rhoncus velit sed massa into commodo vel
ultrices augue adipiscing varius.
The use of Foco Bold, all upper case, ensures
the legibility and prominence of subheads.
Subheads are generally 1/2 the size of
Circular Example
tterns!
playful pa
headlines.
HANDWRITTEN CALL OUTS
BODY COPY
Andrea’s Script Upright lowercase gives a natural and handwritten
Clear and concise communication is essential in body
feeling to all call outs. Call outs should be paired with a handdrawn
copy. Foco Bold may be used to highlight priority
arrow, pointing to the image or graphic referenced. Use no more
communications within body copy. Body copy is
than two handwritten call outs per brand application.
generally 2/3 the size of subheads.
33
typography
typograph
ty pography
The correct use of
consistent
is essential for a
presentation of
Brand.
the U by Kotex®
present
These examples re
of
unacceptable uses
ty pe elements.
y
dont’s
Never use script typefaces
Never use serif typefaces in
Never use the “U” logomark
Never use product wordmarks
not presented in these
U by Kotex® Brand applications
in headline, subhead,
in headline, subhead,
or body copy
or body copy
guidelines
*
Never combine more than
Never combine more than
Never use multiple tape
Never use a tape headline
two type styles in a single piece
three type styles in a single
headlines in one brand
in combination with
of communication
brand application
application
Break the Cycle*
34