Visual Style Guidelines

Logo and Wordmark Variations

Our primary logo is comprised of both the logo and the wordmark. Three versions of the logo have been created to accomadate different applications. The colourful primary logo displays the vibrance and energy of Kensington, and should be used in most situations if possible. The white inverse logo is perfect for displaying the logo on dark backgrounds, or backgrounds that are close in colour to any of the colours used in the primary logo. The black and white version ensures that our logo will be readable in black and white print.

Primary

Inverse

Black and White

The logo may appear as just the wordmark on its own in situations where it is accompanying other text. See our Kensington postcard mockup for an example!

Wordmark Primary

Wordmark Inverse

Wordmark Black and White

Clear Space Rules

Use the "o" in "Kensington" to measure the amount of clear space that should be left around the logo. Using this amount of clear space will ensure no other graphic elements or text crowd the logo.

Minimum Size Rules

In order to keep the logo readable, it should not be displayed any smaller than these minimum dimensions. Minimum sizes are specific to the horizontal and vertical lockups.

Typefaces

Ruddy

This typeface is only used for the logo wordmark, in the Regular weight.

Rockwell

This typeface is used for headings and subheadings within web and print materials, in the Bold weight.

Charter

This typeface is used for body text within web and print materials, in the Roman weight.

Colour Palette

These are the five colours used in the Kensington visual identity system. This bright and colourful palette represents the vibrant and creative nature of Kensington. Kensington Blue, 10th Street Yellow, and Roasterie Red make up the colour of our primary logo. These three colours can also be used for larger text such as titles and headings in print materials. Dark Iron Gray and Pointe Gray provide a more neutral and calm element to the colour palette to balance the brighter colours. All five colours can be used for additional visual elements.

The three additional muted colours should only be used in additional visual elements, and not as part of the main visual branding. Black and white, which are also found in our inverse and black and white logo variations, can also be used in additional visual elements as well as body text in print and titles or headers if necessary.

Additional Visual Elements

Patterns and visual elements that are cohesive with the visual branding for Kensington and are used throughout our newsletter and mockup applications.

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