This brand guide is a resource to help ensure the consistent and compelling expression of the Kinetic brand. Below, you’ll find a distillation of our brand positioning, personality, messaging, and visual identity. Mindfulness of these standards is essential to support the recognizability, strength, and clarity of our brand.
If you have any questions, please contact David Sieren of One Design.
01 Brand Positioning
Our brand positioning defines the space we occupy in market, considering how we’re perceived in the hearts and minds of our customers, collaborators, and competitors. It’s a distillation of our business strategy, perspective, value proposition, and personality.
Contents
Brand Promise
Brand Architecture
Positioning Statements
Brand Line
Key Messages
Brand Persona
Brand Promise
Our Brand Promise is the promise we make to our customers; our reason for existing. Delivering consistently on our Brand Promise takes hard work, diligence, and rigor.
Leverage this tool as our North Star: a filter to guide every aspect of brand experience. It should inform everything from our evolving service model to our actions, behaviors, design, and communications.
Kinetic is effortless
Kinetic is a disruptor, creating an infrastructure-as-a-service solution to eliminate the friction associated with providing maintenance to today’s modern digitized vehicles. Our solutions promise effortless speed, effortless accuracy, and effortless precision.
We’re facilitating an effortless transition to the modern age of mobility for dealerships, independent and national repair shops, fleets, and OEMs.
Kinetic
Effortless modern vehicle maintenance
Brand Architecture
Our Brand Architecture is a framework that clarifies the relationship between the company and our big-picture vision, the services we offer today, and our plans to expand in the future.
There is a distinction between the Kinetic parent brand, and our infrastructure-as-a-service offering.
Kinetic represents the big-picture vision that’s driving our plans to fundamentally transform the landscape of modern vehicle maintenance. Our service offering, which includes Kinetic Hubs and Kinetic Centers, is a tangible manifestation of our vision: how we’re supporting our partners and the challenges they face today.
Kinetic has a big-picture vision
for the future of infrastructure.
Kinetic is a visionary. An innovator. A strategic partner for the industry.
We are creating new technologies and hardware to provide infrastructure as a service. And the breadth of our potential future offering is vast.
We push against
Antiquated systems that don’t support modern vehicle maintenance and repair
Kinetic Hubs and Kinetic Centers are delivering effortless calibration solutions today.
The embodiment of infrastructure as a service, we’re leveraging our technology and hardware within physical locations to provide specific calibration services, embracing the immediate, massive (and growing) market opportunity.
Our Kinetic Hubs are standalone service centers that service multiple partners. Our Kinetic Centers are solutions that can be installed directly within a partner’s existing space.
We push against
Manual processes for digital maintenance and calibration
Lengthy cycle times and low capacity
Inaccuracy
Antiquated calibration hardware and closed hardware ecosystems
Complexity
The prohibitively high level of investment required for dealerships and repair centers to modernize
Positioning Statements
Kinetic
Kinetic is supporting the automotive industrial revolution by building a modern maintenance infrastructure from the ground up with a holistic ecosystem of hardware and robotics, software and AI, and specialized expertise.
Kinetic HUBS + KINETIC CENTERS
In a world where auto dealerships are struggling to service and maintain modern digital vehicles, and manufacturers are innovating at a pace ahead of service capabilities, Kinetic is building state-of-the-art, automated service centers that effortlessly maintain and improve modern vehicles’ original state of performance and safety, with speed, precision, and at scale.
Brand Line
Our brand line is externally facing language that distills our brand promise in a way that resonates with our core audiences.
Effortless modern
vehicle maintenance
Key Messages
Our key messages are the evergreen pillars of our brand narrative. We leverage these points in our communications to ensure that our vision, value proposition, and focus are clearly articulated.
We are addressing the urgent needs of today
Our flagship service is automated ADAS calibration. With more vehicles equipped with digital sensors and the number of sensors per vehicle increasing exponentially, calibration is essential to safety and performance, and a critical need for auto dealerships and service centers ill-equipped to handle the capacity and technological complexities. Kinetic makes it effortless.
We are purpose-built and self-contained
Auto dealerships and traditional service centers are built on a foundation of wrenches and elbow grease with facilities designed to suit. Kinetic centers are built from the ground up–a new infrastructure to service modern vehicles with robotics, AI, and focused expertise to help dealerships handle new capacities and manufacturers maintain a pace of innovation, without burdening staff or straining profit centers. Kinetic centers are designed to add new capabilities and technology, at scale.
We are partners in evolution
Employing a virtuous cycle of R&D, data gathering and modeling, and feedback loops from auto dealers, service centers, and manufacturers, Kinetic continues to add to its suite of services and technological capabilities. Together with our partners, we will always be one step ahead of, and in lock-step with, emerging needs and trends.
Brand Persona
Our Brand Persona is the distilled essence of our personality. It defines the beliefs, traits, and motivations that drive us, which we strive to embody in the eyes of those we interact with.
Our Brand Attributes are a clear articulation of how our Brand Persona comes to life through our behaviors, actions, communications, and more.
Kinetic is the Magician.
Considering the industry we’re disrupting, Kinetic delivers an almost magical experience.
We make others feel filled with a sense of possibility.
We value progress and transformative experiences.
We hate stagnation, doubt, and negative outcomes.
BRAND Attributes
Trusted
Open. Communicative. Precise.
As a service provider in a rapidly evolving industry, Kinetic is always forthcoming in its own evolution. We are in constant communication with dealerships, OEMs, and consumers. Our terms are always equitable. Our services are precise and of the highest quality to ensure that every interaction with Kinetic is frictionless and valuable.
Simple
Easy to work with. Frictionless. Straightforward.
In an environment with complicated equipment, steep learning curves, and rapidly advancing technology, Kinetic makes it easy. Our self-contained service centers are out-of-the-box and plug-and-play. We add an instant layer of expertise to any dealership, service center, or OEM. Our value propositions are easy to understand and we speak plainly.
Dynamic
Leading edge. Fast. Evolving.
We are focused but we are not a one-trick pony. We are experts in our current iteration but always working with our customers to stay one step ahead of their needs. As the industry changes, so do we. We adapt quickly. We don’t make grand promises about the future but we are quick to recognize trends and advancements in technology.
Relatable
Friendly. Gracious. Good partners.
We understand this market and we understand the challenges facing our customers. Kinetic is steeped in the industry but not detached from the human side of the business. We are grateful for the opportunity to be a game-changing partner. We don’t talk over the heads of our customers, or consumers.
Mass Market
Flexible. Scalable. Approachable.
Kinetic is designed to address the immediate needs and opportunities facing our customers today, and to be flexible for what’s ahead. Our infrastructure is OEM, make and model agnostic. Combined, all of our attributes add up to be an approachable, household name.
02 visual expression
Our visual expression is more than a logo. It is a comprehensive visual language that must be leveraged anytime branded communication materials are created. The consistent application of our identity is critical in supporting the strength, clarity, and continuity of our message—all essential pillars of a recognizable, memorable brand.
Contents
Logo
Color Palette
Typography
Illustration
Iconography
Photography
Our Logo
The Kinetic logo and its accompanying monogram, comprised of the letterforms in our name framed within two chevrons, is symbolic of our comprehensive, self-contained, ever-expanding solution. The single chevron to the right of our wordmark represents momentum on our quest to enable the future of mobility. The bespoke letterforms in our wordmark nod to engineering, precision, and cutting-edge digital technology, with a sense of visual strength that keeps us grounded in the industrial sector.
Our logo is an integral part of our identity. Its consistent application helps to unify the variety of communication materials that we create.
Never attempt to recreate our logo. Download approved assets for use via the link below.
Clearspace
When placing our logo in a layout, use the horizontal width of the K as a guide for the amount of clear space that’s required around the logo.
Service Center Logo Lockups
Specific logo lockups exist for our Kinetic Hubs and Kinectic Centers. These logos should be used when branding either service center entity.
Do not attempt to recreate these logos on your own. Approved files for use are available upon request.
Kinetic Monogram
Our monogram symbolizes our effortless all-in-one, in-the-box digital vehicle maintenance solution.
It visually embodies the concept of complexity simplified. It is a formal distillation of the primary Kinetic logo, built from the K and right chevron.
Be judicious in its use. With the exception of social media avatars, it may only be used in applications that include at least one instance of the primary Kinetic logo.
Never attempt to recreate our monogram. Follow the same color and clear space guidelines that have been established for our primary logo. Download approved assets for use via the link below.
Activated Monogram
In select situations, the Kinetic monogram may be activated as a visual container for content, from iconography to copy.
Follow the same color and clear space guidelines that have been established for our primary logo. Approved files for use are available upon request.
Color Palette
Our color palette is distinctive within the automotive sector. We own purple, avoiding the red and blue palettes typically embraced by other players in the space. The use of white space—along with a general sense of lightness—exudes optimism and avoids the dark and tonally dramatic tropes embraced by many technology-focused startups. A secondary palette of warm grays imbues the identity system with a degree of warmth and comfort not often associated with robotics and AI.
Jet Black
Electric Purple
Light Purple
Primer Grey
Interior Beige
Bright White
Typography
Typography is a critical, highly considered component of our identity—a pure expression of our brand’s personality and tone.
Denim is our brand typeface, balancing the precision and functionality of a classic sans serif with a distinctive technical aesthetic. The slightly squared letterforms formally relate to the custom letterforms within our logo.
Kinetic owns a license for the use of Denim across all branded applications, including the Microsoft Office suite. Font files are available upon request.
When using Denim in design software, activate the following typographic settings:
→ Stylistic Set 1 (alternate a)
→ Stylistic Set 2 (alternate g)
→ Ligatures
Illustration + Iconography
While showcasing our solutions through photography and video is essential, we leverage illustration and iconography as necessary to clearly visualize concepts, display data, and support wayfinding. The visual language of our illustration and iconography is formally related to the aesthetic of our logo, as well as the visual legacy of automotive manuals and engineering diagrams.
Sample Illustrations
Modern vehicle sensors + a Kinetic Center footprint
Sample Iconography
Digital services + technology
Photography
Our solution isn’t theoretical. We’re operating Kinetic Centers and Kinetic Hubs today, servicing thousands of vehicles across the country. Visually showcasing our solutions in action along with the people behind our visionary technology is essential.
Art direction for photography and video is bright and optimistic, with crisp and controlled tones. Environments are clean and uncluttered. Documentation of the team in action is natural and unposed, leveraging unexpected perspectives and layering to provide interest. Portraiture is heroic.
03 APplications
Below is a showcase of how our visual identity can be brought to life in application. Each example shown illustrates an interpretation of the rules outlined within this brand guide.
Meant to guide and inspire as well as provide useful templates for select communication tactics, use the references shown below when creating any new branded communication materials.
Contents
Business Cards
Investor Deck
Additional Samples
Business Cards
Investor Deck
Additional Samples
The following sample applications are meant to guide and inspire the creation of new branded communication material.
Following these guidelines will help strengthen the impact of our brand. If you have questions about the creation of communication materials, please reach out for help.
David Sieren
david@onedesigncompany.com
© Kinetic 2023 All rights reserved. Proprietary & Confidential.