Kings brand guidelines
The Kings brand is designed to reflect the values, ethos and quality which define our organisation in an era of digital global communication.
As such, our brand identity is an important asset. Appropriate and consistent use of this brand identity is critical to maintaining the values and quality which it embodies.
That’s why we have created these simple brand guidelines.
They provide practical information about the use of elements which make up the new Kings brand so that anyone responsible for implementing our brand can do so correctly and easily.
These guidelines enable users to download logos for print and for web; understand our product divisions; access brand colours and fonts; and download official branded templates for a variety of purpose.
To ensure our high standards are maintained, please ensure all marketing materials utilise the brand assets available here and adhere to these guidelines at all times.
Product categories
Kings Premium Universities
Focuses on our elite, top 100 university outcomes in the USA.
Kings English
Our English language programmes for adults (16+) in the US and UK.
Kings Colleges
Our pre-university preparation programmes in the UK.
Kings Young Learners
Brings together our junior summer programmes with year-round academic options for younger students.
The Kings logo
Designed for the digital age, the Kings logo is available in two orientations:
• Primary mark: vertical (stacked) version
• Secondary mark: horizontal version
To maintain brand integrity, it is critical that any logo variant is used correctly:
1. According to correct proportions — do not stretch or squash
2. Not re-coloured
3. With all component parts maintaining and in correct proportion
4. With adequate space around it to 'breathe'.
Animated versions of the logo are available on request.
Education for life
Our strapline articulates our core purpose and values. You can read more here.
The crown icon
While the main logo should usually be used as a default, there may be occasions when the reduced crown icon is a more appropriate mark. Examples might include clothing, branded goods or signage.
The crown icon is available to use as a solo element on request. Please seek advice about intended use first.
Colour palette
The Kings colour palette has been chosen to convey a tone which is both contemporary and authoritative.
The new base charcoal colour is used as a replacement for black.
Each product uses a different combination of these colours.
Corporate
Charcoal
Raspberry
Kings Premium Universities
Teal
Turquoise
Coral
Kings Colleges
Purple
Raspberry
Blue
Kings English
Green
Turquoise
Yellow
Coral
Kings Young Learners
Raspberry
Blue
Light green
Typography
Typography plays an important role in communicating our brand.
We have two primary fonts:
1. BW Darius
2. Raleway
These have been chosen for their character, their complementary relationship, and because they are both specifically designed for screen use.
This means that our brand can be consistently represented through typography across both online and offline communications.
BW Darius is our headline font used for primary marketing materials. It is a contemporary serif — classic, reassuring and authoritative but distinctly modern. This font is only available under license and therefore not widely available. If it is required by a third party please contact the marketing team for license details.
Raleway is a sans serif font with personality. It is widely available without license. Most body copy in primary marketing pieces (online and offline) uses Raleway. Over time, all computers within Kings will have Raleway installed so that documents for external circulation can use this font. Note: the font includes support for many scripts, including Cyrillic and Vietnamese.
Other fonts:
Verdana: Verdana is the default font used for both email and Word files (where we are not using our primary brand fonts). As every computer and mobile device the world over can read Verdana, it brings a professionalism and consistency to all other communications. Branded templates can be downloaded below.
Noto: Although Raleway has support for many scripts, it does not include Arabic, Chinese, Korean and Japanese characters. For these languages we will use Noto and Noto Sans. These fonts are part of the Google suite of fonts and are universally available. They also echo the personality of Darius and Raleway.
Branded templates
We have created branded Word and PowerPoint templates for internal use. Please use these templates rather than add logos to existing documents. The templates have been pre-formatted to include type styles and required graphical elements.
These downloads are password protected.
Please contact us if you require the password or if you have a specific requirement not covered here.
In addition, all Kings staff have access to the Kings Branded Materials Office 365 Team, which has a much larger selection of templates and printable materials.
Environmental Design
We pride ourselves on creating physical spaces that embody our brand values — schools and offices that encourage and support the activities that takeplace there.
Every Kings school is different, and the different design that we implement reflects that. You always know you're in a Kings space, but each one is unique, reflecting its character and location.
Please contact us for more information.
Contact
These guidelines are just an overview to cover basic usage.
If you would like further assistance or advice, please contact us.