IKI Brand Guidelines
Table of Contents
About
We always try to be closer to you.
Smaller stores closer to home.
To keep fresh food close at hand. Staff who recognize you.
Making you feel welcome whenever you come in.
Faster home delivery.
Shorter waiting time.
Thousands of staff who genuinely care about your needs.
To make your everyday life easier.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Tone of Voice
Tone of voice is how the character of your business comes through in your words, both written and spoken. It’s not about what you say, but rather the way you say it, and the impression it makes on everyone in your audience who reads or hears you.
We are Relatable
We are trying to relate to everyday situations. Maybe they are in a hurry and have no time to cook or maybe they want to surprise someone with special dinner – we are here for them.
We are Friendly and Funny
We are friendly and we speak with our TA like and old friend, who we know for a long time and we are not afraid to joke.
We are Sincere and Genuine
We don’t try to sell stuff to our TA by hard. We are more interested in what they need and how to help them.
We Encourage People
We encourage people to try something new from new recipes, untasted fruits or even exotic dishes. We encourage people to adapt to quickly changing situations and do not stress about it.
Headlines and Slogans
We are friendly and relatable, so our headlines are always as short as possible and to the point.
We do not bother our TA with long, hardly understandable texts.
In order to keep those headlines and slogans as short as possible due to Lithuanian language specifics we use the singular form.
For example:
Būk genijus daryk kaip Eugenijus
or
Pirmąkart perki -40% jau turi!
Exceptions*
There will be some cases we want to be more polite, for example if we have campaign intended only for senior TA.
In that case we still remain friendly, relatable, use short, easily understandable sentences, but in order to be more polite we can use plural form.
For example:
Nuo šiol savo Gimtadienio šventei sutaupysite dar daugiau, nes su kortelėmis IKI PREMIJA ar IKI PREMIJA SENJORAMS visose IKI, IKI EXPRESS parduotuvėse dovanojame net 10% nuolaidą visam pirkinių krepšeliui! Daugiau informacijos rasite čia.
Longer Texts
In cases where we have longer paragraphs of text, such as contracts for loyalty card, rules for different games and etc we are more polite, so we use plural form.
But we still remain relatable and highly understandable.
Texts must be clear, in short sentences and informing about key consumer issues. We avoid sophisticated styles, artistic devices, complex legal terms, difficult international words and ambiguities. Texts, especially headings, sub-headings and short phrases, must convey the essence of what the customer has to do, what conditions have to be fulfilled, where they can find relevant information, what information they see in real time, etc.
Examples:
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Brand Logo
Brand Logo is our signature. We use it always as a sign of quality and recognision.
About Our Logo
The brand logo identifies the IKI brand as a whole. Use this logo to represent individual locations, products, merchandise, and wholesale operations.
This logo is a carefully created piece of locked artwork that should not be altered in any way.
Outline
We use a logo with a white outline to emphasize its visibility. The stroke of the outline is constructed by the scheme provided on this page. The size of the outline is defined by 0,5x, when x = height of the dot on “I”.
Background Control
In order to maintain maximum visibility, we use our logo with a white stroke around it. This helps us to maintain suitable logo usage on different backgrounds. Some of the situations of logo usage are provided in this page.
What should be considered is logo usage on solid colour backgrounds that are not our brand’s colour. We strongly recommend not to use it in this way.
When using logo on photographic backgrounds, we strongly recommend avoid using logo on imagery with strong color presence of competetive brands. This way we keep our brand’s visual idenitity strong and present.
Clearspace
Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the elements on the page and ensures legibility, even at small sizes.
As a general rule, the more clear, or negative, space around the logo, the better.
At a minimum, there should be clear space equal to the height of the “i” dot element on all four sides of the logo. Using an element from the logo as a unit of measurement ensures enough clear space as the logo changes in size.
Minimum size
Maintaining optimal and minimal logo sizing is vital to the legibility of the mark and overall brand recognition. The execution will often dictate the right logo size. But in order to maximize legibility, try to use the largest size (within reason) for each logo version listed.
In some circumstances, it may be acceptable to use the minimum size.
Never reproduce our logos smaller than the minimum sizes listed on this page.
IKI EXPRESS Logo
IKI EXPRESS – maximum convenience for those on the run. Best convenience food, fastest and most efficient shopping experience on the run - everything that a busy professional needs.
For IKI EXPRESS we use a slightly modified logo version that features an angled shape with text.
Height of the element is constructed by multiplying height of IKI dot element height by 1,4.
IKI store formats
IKI uses the signage system to differentiate their stores:
💚 - fresh food and everything else you need for daily shopping
💚 💚 - wider variety of best-quality fresh food, more choice in all categories, plus fresh counters
💚 💚 💚 - largest store for weekly shopping, with wide selection of fresh food.
IKI Logo Don’ts
a) Do not tilt or rotate our logo.
b) Do not apply graphic effects to the logo.
c) Do not permit the logo to appear within an expressed shape or frame, so as to be interpreted in total as the logo.
d) Do not stretch, squash, skew, or distort the logo in any way.
e) Do not use unapproved color ways.
f) Do not change the layout or relationship between logo elements.
g) Do not use our logo in a sentence.
h) Do not add any elements to our logo.
i) Do not use our logo in poor quality.
j) Do not try to recreate our logo.
k) Do not create repeating patterns with the logo.
l) Do not use our logo on a graphic pattern or background that provides inadequate contrast or is overly busy without the outline.
Alternative Logo (Flat)
In situations when we cannot use the main version logo (e.g. limited printing possibilities) , alternative (flat) version is used. Same rules apply for it as for the main logo version.
Alternative Logo (Mono)
In situations when we cannot use the main OR alternative logo versions (e.g. print only limited to a single color), we use a mono version of the logo.
Mono version can be used in IKI’s green, black or white, according to design needs. To maintain maximum readability, we use a smaller outline and shown in the scheme.
App Icon
These designs are application icons only and should not used in place of our logo in other applications.
Social Icons
These designs are social media profile images only and should not used in place of our logo in other applications.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Logo Usage
in Layout
In this section we discuss ways we use logo in layouts and provide samples.
Primary Logo Placement
IKI logo placement is limited. In this slide, you will find guidance on how the logo should be positioned on a variety of touchpoints and media.
As a rule, the logo should align with other elements in the layout. When the logo is used centered, it should become the main element in the layout and should be used bigger.
Logo Size in Layout
General rule for logo size in layout is to use logo whose widht is at least 1/4 of the layout’s width. We do not reccomend using a logo that is less than that.
For narrow layouts – see next page.
Placement in Narrow Layouts
IKI logo usage in narrow layouts (e.g. banners) should be based on examples provided in this slide and the most suitable option should be chosen according to design needs and basic composition rules.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Slogan
To convey our approach to customer experience, we use a slogan – closer to you. We always try to be closer to you: Smaller shops closer to home – to keep fresh food close at hand. Staff who recognise you – making you feel welcome when you come in. Faster home delivery – less waiting time. Thousands of staff who genuinely care about your needs making your everyday life easier.
Versions (Compositions)
These are approved slogan compositions used in different situations.
Slogan Usage
Yellow Background in Layout:
we use the slogan next to IKI’s logo in dynamic media when the background is in a single (e.g. yellow) color, e.g.: packshots, banners, Instagram stories, and other dynamic media;
we use a white triangle corner shape for the slogan when backgrounds are yellow (e.g. photographic yellow background).
Multi-color Background in Layout:
we use a yellow triangle corner shape for the slogan when backgrounds are busy (e.g. photographic background).
Slogan in a Layout (Corner)
If logo is used in a yellow corner-shape, the samples bellow should be used as examples of how to balance the logo together with callouts and slogans in a single layout. General rule is that the logo and slogan should be placed on same horizontal compositiona axis, meaning that if logo is used in the bottom corner of the layout, the slogan should also be placed in the bottom corner opposite to the logo.
Other design elements, such as callout boxes, should be placed in opposite corners to balance out the amount of elements in the layout.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Color
Green and yellow are our “black and white”. They are used for our logo and other design elements.
Framework
Our design framework is based on previously mentioned core colors. General idea is that by balancing these two colours and the ideas they represent, we create a brand that is unique and has a solid foundation.
This dual foundation is visible across all of the brand’s assets and brand’s communication.
Core Colors
Our brand’s identity is based on two main colors – yellow and green. These are our core colors. Both of them are of equal value. That means both of them are equaly important and should be used accordingly.
Each of the colors represent a certain idea. These ideas are used as a basis for our values that we communicate to our clients.
Yellow represents value and affordability while green stands for freshness and quality.
Core Color Palette
Our core palette consists of two main colors – IKI green and IKI yellow.
These are two colors that should be used most. They represent our idealogy.
YELLOW
GREEN
Imagery as Color
To use as much brand colors as we can, we treat imagery as color.
Extended Palette – Accent Colors
Our secondary colors support our Core identity palette. Accent colors include mint and red.
Mint can be used as a bagde colour in layout, while red can be a color for splash graphics featuring discounts.
RED
MINT
Extended Palette – Neutrals
Usage of these colors is very straighforward – they are only used for situations that require neutral background and for typography to ensure readability.
BLACK
DARK GREY
WHITE
Typographic Color
This page features all typographic pairings that are allowed to be used in order to maxime brand impact.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Typography
We use multi-layer typography. Its usage is crutial for cohesive look and feel. Each font in use and way its used are described in this section.
Typestyles
To get our messages across, we use several different typefaces. Each font has a distinct way it is used.
Proxima Soft
Proxima Soft is used as a main font for body text. A wide selection of weights helps us to construct appropriate typography for a variety of situations.
Proxima Soft Condensed
Proxima Soft Condensed is used as a typeface for text in callout shapes. Its condensed proportions help to place long texts in a reasonable amouth of space.
Politica Condensed
Politica Condensed is used for big numbers in pricetags. We only use Extra Bold weight.
Caveat
Caveat is used as a conversational font together with hand-drawn graphic elements, e.g. arrows. It is
a secondary typographic element so it should be used in smaller sizes that headlines.
It is important to use Caveat rotated at 8 degrees.
Do’s and Don’ts
DO use fonts in situations they are intended to be used in.
DO NOT use any of the provided fonts for any other situations than the approved ones.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Callouts
To convey our messages, we use a system of callouts for headlines. It keeps our visual language distinctive and helps with text readability.
Color Combinations
These are the approved color pairings for the callouts.
GREEN
YELLOW
WHITE
BLACK
For Example:
Callout Typography
In callouts, we use Proxima Soft Condensed in Bold. We only use sentence case (only first letter
is capitalised).
Font size is relative and based on construction and amount of words (see next section).
Kerning and leading should be set to 0.
Callouts' construction
This slide features a scheme of how the callout boxes should be constructed for them to be designed well and cohesive all over the media.
When we use more text than fits in two callouts, we can use an alternative option.
When we use three callouts first one gets a shift to the right. Same text-in-shape positioning rules apply.
Same rules for color pairing apply. Three-line callouts construction scheme is provided on this page.
Do’s and Don’ts
DO use title case or lowercase for callout text.
DO NOT use uppercase letters for text in callouts.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Grid Pattern
We use grid pattern as a secondary asset to give our visual identity depth. Grid is used as a background for other design elements.
Grid Stroke
Grid stroke depends on the size of the layout it is used in.
For materials that have a surface area no bigger than A4 size of paper, e.g. wrapper piece, we use a 0,5 pt size stroke.
For slightly larger materials with surface area of A3 and larger – we increase stroke size to 1 pt.
For layouts larger that A2 we increase stroke size to 2 pt.
It is not recommended to use grid element for extra large sizes.
Color Combinations
All approved color combinations for grid element and background are featured on this page.
WHITE
GREEN
YELLOW
WHITE
WHITE
KRAFT PAPER
White
GREEN
Grid Square Size
When using grid element, it is recommended to maintain proportions featured on this page – when element height is X, then element lenght is 2,5x.
It is important to note that grid element should stay oblong and horizontal.
Exception
When using grid element in three-dimensional objects (e.g. cake boxes or similar packaging) it is allowed to use slightly different proportions for grid element
in order to match grid strokes with objects edges.
In any situation, grid element should stay oblong and horizontal.
Logo Placement on Grid
Logo placement on grid should be based on examples provided in this slide.
Two options are available: (2x4 coverage (by centering logo on 2x4 rectangles grid) and 2x3 coverage (by centering logo on 2x3 rectangles grid).
Logo should be aligned via vertical axis, with grid stroke serving as main axis.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Photography and Imagery
Imagery is a big part of our visual identity. By following these guidelines we ensure a consistent use of proposed style.
Imagery – Food
For images all around different medias we use non-polished compositions from our daily lives. Natural sunlight in the pictures creates a more natural look. IKI brand colors should be dominant.
Imagery – Personal
To be even closer to our buyer and emphasize the new slogan (Closer to you) even more we also use pictures with people. The situations are realistic and easy to relate. IKI brand colors should be dominant.
Don’ts
Some of the examples of what not to do when choosing imagery for usage.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Price Block
Imagery is a big part of our visual identity. By following these guidelines we ensure a consistent use of proposed style.
Construction
We use a system to construct our price blocks. Every element has a dedicated place as provided in this page.
Color
For price blocks we use our main and secondary brand colors as provided in this page.
Splash
In situations when there is no price, just an amount of discount provided, we use splash – a red distinctive shape with text and loyalty card icon.
Splash Colors
For splash we use our main and secondary brand colors as provided in this page.
Examples
Different situations require different solutions when in comes to amounth of info and elements. This is why we use variations. Some approved samples are provided on this page.
General rule of thumbs is that we can add or omit an element in the red shape, but if we do so – we need to alter nearby elemets positions, e.g. center them in shape.
In other instances, e.g. yellow shape and splash, we simply can leave the space empty whn removing the element.
IKI Brand Guidelines
About
Tone of Voice
Brand Logo
Logo Usage in Layout
Slogan
Color
Typography
Callouts
Grid Pattern
Photography and Imagery
Price Block
Presentation Template
Presentation Template
Here you can download our Powerpoint template.
Presentation Template
For presentations we use a dedicated template.
Thank You