K E N KO T E A 2 013 B R A N D G U I D E L I N E S

BY PORS HAMAR AI S .COM

B R A ND G U I D E L I NE S 2 013
K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

LOGO

P R I M A RY LO G O P R I M A RY LO G O
O N G R E E N B AC KG RO U N D O N W H I T E B AC KG RO U N D

DY N A M I C LO G O
The logo can be used for the Matcha Green Tea product or the brand alone.
The white text can change for future products, or disappear altogether for brand only promotion.
K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

B R AN D CO LO U R S

B L ACK DARK GREEN

C 0 M 0 Y0 K10 0 C90 M30 Y95 K30
R255 G255 B255 R 5 G10 4 B 57
#000000 # 056839

WHITE TEA GREEN

C0 M 0 Y0 K0 C 5 0 M 0 Y10 0 K0
R0 G0 B0 R141 G19 8 B 6 3
#FFFFFF #8DC63F
K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

LOGO F ONT S

P R I M A RY LO G OT Y P E
GIBSON
SEMIBOLD

S E C O N DA RY LO G OT Y P E
DIN
BOLD
 K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

LOGO U S E G U I DE LI N E S

S PAC E A RO U N D LO G O
10 mm
Logo should be given a border of breathing space
between it and any other object.
Preferably at least ... 15 m m

15mm on left and right 15 m m

10mm above and below.

An exception to this would be text for “super 10 mm

premium matcha tea” whic can go below the logo

as on the packaging.

L O G O P R E S E N TAT I O N
its simple really –don’t mess with the logo.
Keep it in proportion and use brand guide
specified formats and colours.

DO NOT STRAIGHTEN.
DO NOT ROTATE MORE.
DO NO STRETCH.
DO NOT CHANGE FONT.
DO NOT COLOUR OFF BRAND.
DO NOT RECREATE LOGO.
etc.
 K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

LOGO U S E G U I DE LI N E S

PREFERRED OPTION
LO G O S U S E D O N A B AC KG RO U N D
When using the logo on a coloured or patterned
background, the “KENKO TEA” text should always
be the same green. The secondary text – e.g.
“Matcha Green” –should be the most contrast
option of white or dark green.

PREFERRED OPTION
If the logo needs to be used on a complicated
background (like a photo), then a tatami patterned
dark green box should be placed around the
logo.

The preferred options are a white background

and a dark green brand patterned (tatami)
background.
K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

TYPOGR APHY

BRAND FONTS

DIN - REGUL AR

ABCDEFGHIJKLMN
OPQRSTUV W X Y Z
abcdefghijklmno
pqrstuv w x yz
DIN - BOLD

ABCDEFGHIJKLMN
OPQRSTUV W X YZ
abcdefghijklmno
pqrstuv w x yz
 K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

S E C O N D A RY E L E M E N T S

M A SCOT
KENKO the healthy, happy fox and his steamy
cup of green tea add the “cute, fun and playful”
aspects to the brand whilst subtly referencing
Japanese animation and kawaii culture.
The steam from Kenko’s tea cup also has unique
features –with its distinct style it has the power to
reveal a mood or a feeling.

G R I D B AC KG RO U N D T E X T U R E
hinting at tatami (Japanese floor mats), this texture
element adds depth to the branding suite. It
can be used for backgrounds in print and on the
website as well in other elements to bring the
brand in –like the bar graph.
 K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM

S E C O N D A RY E L E M E N T S

I L L U S T R AT I O N S
To communicate key aspects of marketing, Kenko
relies on illustration.
The illustrations all tie in key brand elements like
the brand colours, the fox mascot, and the tatami
pattern.
K E N KO T E A 2 013 B R A N D G U I D E L I N E S
BY PORS HAMAR AI S .COM