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Key Club brand guide
Brand yourself
& your club.
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Intro
A brand is just like you—a living, breathing
thing that’s constantly changing.
It adapts to new technology, trends and inspirations—and emerges as an even better version of itself. As our brand
continues to evolve, we’ll be uploading new graphics and tools for you to use.
Be a Key Club brand advocate
You’ll nd important guidelines for using specic fonts, colors and other visual elements. Established with the help
of experts and designers, these guidelines help unify Key Club International—keeping it recognizable around the
world. And that helps make your club recognizable. All of your club members, including fellow ocers, should be
familiar with these standards. So share the information and provide guidance where you can!
keyclub.org/brandguide
Brand
2 What makes Key Club look like Key Club
Logo
3 Wordmark
7 Creating Logos
8 Seal
10 Kiwanis Service Leadership Programs logo
Co-branding
10 UNICEF
Fonts
12 Font families
13 Fonts examples
Colors
14 Color codes
15/16 Color palette
Graphic elements
17 Pencils
18 Illustrations and graphics
Design examples
19 Print examples
20/21 Facebook covers
Photography
22 Tips
23 Guidelines
24 Examples
Merchandise
25 Tips
File extensions
26 EPS, JPG and PNG
Copy
27 Written style
Helpful links
28 Resources
keyclub.org/brandguide
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Brand
What makes Key Club look like Key Club?
Fonts
Fonts
Seal Typefonts Colors
Borders and Rules Copy style Photography
Wordmark
Key Club International is the old-
est and largest service program for
high school students. Its members
generally are referred to as Key Club
members, though Key Clubber is
acceptable. Generally, use Key Club
International on rst reference and
Key Club on subsequent references.
Pin and other graphics
Fonts
keyclub.org/brandguide
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Logo
Here’s our wordmark. With simple guidelines to make
it work for Key Club—and your club.
The Key Club wordmark is our
primary logo. When people see the
wordmark used consistently and
correctly over time, they’ll start to
recognize it. Include the wordmark
on all your Key Club stu—so they’ll
associate your club with the name
they know.
Black wordmark on
white background
Downloadable as eps, jpg or png
White reverse wordmark
on black background
Downloadable as eps, jpg or png
Preferred color options for Key Club wordmark—blue, black or white
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Logo
Don’t crowd our wordmark. Give it lots of space.
Call it K space: Take the height of
the letter K—in whatever size you’re
using the wordmark—and allow a
“K space” all around the logo.
Primary use horizontal logo
Stacked version
Vertical options
Height of the letter K
Minimum wordmark print size = 1.25 inches wide
Minimum wordmark web size = 90 pixels wide
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Logo
Don’t squish, stretch or shrink the wordmark.
X
X
When you change the logo by
squishing or stretching it, you
change the brand.
Here’s how to change the size
while maintaining the logo’s
proportions:
1. Select the object.
2. Hold down SHIFT.
3. Move the mouse pointer over
one of the corner handles and
then click and drag the mouse.
4. Release the mouse button
before you release SHIFT.
X
grab one of the corner handles
scaled smaller than minimum size
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CHS
Logo
Please don’t make up new logos by combining
logos or graphics. Consistency is the key to
creating a powerful brand.
X
X
X
The logo is the logo. That’s how
we make it instantly recognizable
to people. When you mess with it,
it loses power. Keep it clean.
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Massachusetts Academy
of Science and Technology
Logo
Make the logo your own. Personalize the Key
Club logo according to your school or district.
Represent your club or your Key Club
activities by personalizing
your T-shirts, websites and printed
materials. You can include any infor-
mation you want—district name,
club name, your own name—as long
as you use ocial Key Club fonts.
Want some color? Highlight your
school’s name in one of your
school’s colors.
Key Club logo
Myriad Pro (80% black)
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Logo
Our tradition is real—show it with the seal.
The Key Club seal is our traditional
logo. You’ll see it on ocial materials
—pins, banners, the gong and gavel,
certicates and awards. Use it on all of
your ocial stu, including T-shirts.
Preferred color options for Key Club wordmark—black, blue, blue/gold or white
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Logo
Don’t crowd our seal. Give it space too.
A simple rule of thumb: Take the
width of the outer circle and allow
that amount of space all around
the logo.
Width of outer circle
Minimum seal print size = .75 inches wide
Minimum seal web size = 54 pixels wide
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Logo
Get with the Programs. Use the
Kiwanis Service Leadership Programs logo.
Use the Kiwanis Service Leadership
Programs logo on all ocial Key Club
materials. Don’t place the Kiwanis
Service Leadership Programs logo right
next to the Key Club wordmark.
The Key Club wordmark should be
more prominent (e.g., larger size, top of
newsletter header, front of brochure),
while the Kiwanis Service Leadership
Programs logo should be less
prominent (e.g., smaller size, bottom
of newsletter footer, back side of
brochure).
Preferred color options for Kiwanis Service Leadership Programs logo—black, blue or white
Black logo on white background
Downloadable as eps, jpg or png
White reverse logo on black background
Downloadable as eps, jpg or png
Blue logo on white background
Downloadable as eps, jpg or png
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Co-branding
Promote our partnership with UNICEF
Each year, Key Clubbers help a good
cause with Trick-or-Treat for UNICEF.
It’s fun, but it’s also important—for
children and for Key Club’s partnership.
Through 2020, all Kiwanis-family raised
funds through Trick-or-Treat for UNICEF
will support The Eliminate Project,
which seeks to eliminate maternal and
neonatal tetanus.
Preferred colors—black, 295 Blue and Cyan
keyclub.org/brandguide
Preferred colors—90% black and 158 Orange
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Fonts
Key Club font families
Century
Gothic
Verdana
Garamond
Premier Pro
Goudy
Oldstyle
Make sure you’re familiar with Myriad
Pro, Garamond Premier Pro and Abril
Display Italic. If you don’t have these
fonts on your computer, look for
downloads online. You can also buy
fonts at:
myfonts.com
adobe.com/type
fonts.com
fontshop.com
linotype.com
veer.com
For more about serif and sans serif
fonts, see page 13.
Myriad Pro
Primary sans serif font Alternate sans serif font Alternate sans serif font
Primary serif font Alternate serif font Optional display font
Abril
Display
Italic
In publications and presentations, an optional display font can be used for text such as pull quotes and title slides. Remember, display
fonts work best when they’re not overused. (Rule of thumb: no more than about 10% of the entire copy.) An optional display font,
Abril Display Italic, is shown in the Key Club Brand Guide. However, using a display font that’s not in the brand guide will not result
in point deduction for anyone applying for a distinguished ocer award.
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Fonts
The pros in action—Myriad and Garamond
Serif font
Serifs are the small
lines tailing from
the edges of letters.
Headline sample.
(body copy) Key Club International is the oldest and largest service program
for high school students. Its members generally are referred to as
Key Club members, though Key Clubber is acceptable. Generally, use Key Club
International on rst reference and Key Club on subsequent references.
Bold head goes here.
(body copy) Key Club International is the oldest and largest service program
for high school students. Its members generally are referred to as Key Club
members, though Key Clubber is acceptable. Generally, use Key Club
International on rst reference and Key Club on subsequent references.
48 pt. Myriad Pro
14 pt. Myriad Pro Bold
12 pt. Garamond Premier Pro
12 pt. Myriad Pro
K
K
Sans serif font
Without serifs.
There are several types of fonts in
the Myriad and Garamond family.
The Key Club International Oce uses
Myriad Pro and Garamond Premier Pro.
You can go pro too!
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PMS
295
CMYK
100 / 70 / 0 / 40
RGB
0 / 47 / 95
HEX
003366
PANTONE
295 Blue
(Key Club blue)
Colors
PMS, CMYK, RGB, HEX—crazy color codes
and when to choose them
CMYK
Cyan, Magenta, Yellow, Black (K)
For professional and desktop printing
(brochures, posters, newsletters)
RGB
Red, Green, Blue
For online use (web, video, television,
multimedia, electronic slide presentations)
HEX
Hexidecimal
For specifying color in code
<body bgcolor=”E6E6FA”>
PMS
Pantone Color Matching System
For screen printing (banners, merchandise,
T-shirts) and other professional printing
(letterhead, business cards)
keyclub.org/brandguide
There is no way to totally control color because every computer monitor, phone and tablet is
calibrated dierently and every printer has dierent equipment. Do your best and use the correct
color system for your projects.
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Colors
Make it pop with color
CMYK
0 / 100 / 79 / 20
RGB
196 / 18 / 48
HEX
c41230
CMYK
0 / 100 / 0 / 0
RGB
236 / 0 / 140
HEX
ec008c
CMYK
0 / 17 / 80 / 0
RGB
255 / 210 / 79
HEX
fed450
PANTONE
Black
PANTONE
295 Blue
PANTONE
872 Gold
CMYK
0 / 61 / 97 / 0
RGB
245 / 128 / 37
HEX
f58025
PANTONE
158 Orange
PANTONE
187 Red
PANTONE
Magenta
PANTONE
576 Green
PANTONE
122 Yellow
PANTONE
174 Brown
Color is a key component of any
successful brand. It can be
dicult to match across varying
media, but this chart will help you
get pretty close. Choose from our
palette—and pick the color code
that works for your piece. And on
page 16, our quick note about
the color codes will help guide
you through all those letters and
numbers.
CMYK
0 / 0 / 0 / 100
RGB
35 / 31 / 32
HEX
231f20
CMYK
20 / 30 / 70 / 15
RGB
180 / 151 / 90
HEX
b49759
CMYK
100 / 70 / 0 / 40
RGB
0 / 47 / 95
HEX
003366
keyclub.org/brandguide
PANTONE
Cyan
CMYK
100 / 0 / 0 / 0
RGB
0 / 174 / 239
HEX
00aeef
CMYK
28 / 86 /100 / 27
RGB
145 / 56 / 31
HEX
91381e
CMYK
60 / 23 / 91 / 5
RGB
115 /152 /73
HEX
729849
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Colors
Want a few more options? Try these!
CMYK
2/ 31/ 100/ 0
RGB
247/ 180/ 26
HEX
f5b419
These supplemental colors go well
with the main palette on page 15.
They make a nice-looking addition
when you need a cool extra splash
of color.
CMYK
45 / 49 / 24 / 1
RGB
149/ 131 /156
HEX
94829c
CMYK
56/ 38/ 22/ 0
RGB
126/ 144/ 170
HEX
7d90aa
CMYK
24/ 13/ 99/0
RGB
203/ 196/
HEX
cbc42d
CMYK
45/ 0/ 33/ 0
RGB
140/ 207/ 1
HEX
8bcfba
keyclub.org/brandguide
The above colors are suggestions only. Additionally, when you convert a PMS color to CMYK, RGB or HEX, the conversion
formulas (i.e., the numbers under each formula) can be dierent between software programs so though the color may
look the same the value listed under each formula may be dierent.
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Graphic elements
Be creative! Use the scribble pencil to
make headers for your newsletters,
add it to a T-shirt design or include it
on a recruitment poster.
It’s OK to scribble
And if you want a little variation, don’t forget your other options: the “solid” pencil and the “multicolor” pencil.
Congrats! After all the years of lectures about good handwriting and proper penmanship, you’ve found a place where a little
scribbling is a plus. Key Club’s “scribble” graphic is a cool option for your materials. It’s designed to reect your club’s spirit: fun,
informal and hands-on.
keyclub.org/brandguide
Find these graphic elements here:
keyclub.org/fad/cm/othergraphics.aspx
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Graphic elements
Eye candy
Illustrations and graphics will make
your Key Club projects even more
colorful and engaging. Here are
some fun elements you can use in
your materials.
keyclub.org/brandguide
Find these graphic elements here:
keyclub.org/fad/cm/othergraphics.aspx
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Design examples
Ideas in action
keyclub.org/brandguide
Eye-catching colors Creative graphics Fancy fonts
BRAND
GUIDE
Keyclub.org/brandguide
Use the back of this card as a quick reference tool.
borders use the
graphic elements
Myriad Pro
type font
Abril Display
type font
Key Club
wordmark
use of
brand colors
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Facebook cover photos
keyclub.org/brandguide
Design examples
Find this and many other Facebook covers and prole pictures here:
keyclub.org/fad/cm/Social_media_graphics.aspx
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Facebook cover photos
keyclub.org/brandguide
Design examples
Find this and many other Facebook covers and prole pictures here:
keyclub.org/fad/cm/Social_media_graphics.aspx
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Photography
Shoot high-resolution photos. Most
digital cameras allow you to change the
resolution, so you can select the quality
of your photos as you take them.
“Resolution” is an indication of the
quality of your photos. The higher
the resolution, the sharper and more
detailed your photo.
keyclub.org/brandguide
Image resolution:
Specs Low Resolution Medium Resolution High Resolution
Pixels 900x600 1800x1200 3600x2400
Resolution 150 ppi 300 ppi 600 ppi
File Size 1.5MB or less 5MB or more 20MB or more
Specs Low Resolution Medium Resolution High Resolution
Pixels 300x200 900x600 1800x1200
Resolution 50 ppi 150 ppi 300 ppi
File Size 175k or less 1.5MB or less 5MB or more
Print resolution specs for a horizontal image printed at 6”x4”
Screen resolution specs for a horizontal image displayed at 6”x4”
Resolution guidelines
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Photography
Capture the moment
Plan ahead and
think about using
props and
Key Club-branded
materials
Keep background
simple
Bring the person close to
the camera and let the
background be far away
Think about lighting
and composition
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Merchandise
Work with a licensed vendor. When you get things printed, you want high-quality work. A
license is a good sign of a reliable, professional vendor.
See what you can do. Before you start, see what your vendor can do—and what options you
have within your budget. Vendors do charge extra for additional colors or imprint areas.
Go with PMS. Make sure you use PMS colors—not CMYK or RGB—so the colors that will be
printed on your merchandise match the ones you choose from the color palette.
Use vector art. Vector art, sometimes known as EPS vector art, is scalable. The EPS les you’ll nd
on keyclub.org can be printed at any size.
Think about t. When you’re designing, say, a T-shirt, think about where graphics fall on the body
when someone’s wearing what you’re making.
Get great gear online. Of course, high-quality, Key Club-branded attire (and other items) are
already available. Just go to the Key Club Store and order online: store.kiwanis.org/keyclub
Get the gear, make cool stu
1.
2.
3.
4.
5.
6.
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File extensions
The ABCs of EPS, JPG and PNG
Offset Print Use EPS JPG PNG
Adobe InDesign
•
•
Adobe Illustrator
•
QuarkXPress
•
•
Desktop/Printer Use EPS JPG PNG
Microsoft Publisher
•
• •
Microsoft Word
• •
Microsoft PowerPoint
• •
Microsoft Excel
• •
Web/On-line Use EPS JPG PNG
Adobe Dreamweaver
• •
Other Program
• •
EPS
Used for: High-quality print jobs,
printing with a vendor, T-shirts and
other merchandise.
Techie terms: High-resolution,
vector-based art, scalable
JPG
Used for: Websites, PowerPoint
templates, email, social media,
some print
Techie terms: Low-resolution,
raster-based, not transparent
(for print, use at least 300 dpi)
PNG
Used for: Websites, video, PowerPoint
templates, email, social media
Techie terms: Transparent,
raster-based, low-resolution
(not for print use)
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Copy
Your written style is as important as the way
your stu looks. Remember these three things:
“convention”
Uppercase when used with the full
name of a specic Kiwanis International
convention.
Never write “the international conven-
tion.” Instead, say “the Key Club
International convention.”
“international”
Uppercase when used in the formal
name of the organization and in other
formal uses; otherwise, lowercase.
Never use alone with “president” (title),
“board” or “convention.” Instead, use:
Key Club International president or
Key Club International Board.
Be consistent. It never hurts to have a guide. For writing style, Key Club follows The Associated Press
(AP) Stylebook.
Be concise. The fewer words you use, the better your message sinks in. Make your writing easy to
follow and fun to read. In fact, reread what you write—then revise. You might be surprised what you
can do without.
Go easy on the eye. When it comes to visual appeal, the copy is important too. Don’t make people
feel overwhelmed by words. Got a series of items or instructions? Use a “bullet-pointed” or numbered
list. Got a key point? Try subheads in bold type. Some people skim—so make it skimmable.
1.
2.
3.
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Helpful links
Brand guide
keyclub.org/brandguide
Key Club marketing tools
keyclub.org/newtools
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File types
If I’m making a T-shirt, which le formats should I use?
EPS les and certain types of JPG les (made from Adobe Illustrator les) work well, because these le
types can be resized without losing quality.
If I’m making a printed piece, which le formats should I use?
If you design a printed piece, for the best quality, you should print at high resolution. You can create
a high-resolution PDF of an Adobe InDesign le, a Microsoft Word le or a Microsoft Publisher le. For
photos, JPG formats will work well. To be sure, ask your printer what would work best, and be sure to run
a test sample and check for quality.
What about a website or email?
For online materials, such as websites and email communications, JPG and PNG les will be your
best options.
What to do when you have no clue
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File types
What resolution do I need for photos for print?
For most print pieces, you’ll need a resolution of at least 300 dots per inch (dpi) if the original
photo will be the same size as what you’re printing.
What resolution do I need for photos for a website or email?
72 dpi, or dots per inch is adequate.
My club has some photos that our members have posted on Facebook. Can I use those
for a printed piece?
In most cases, no. When you upload photos to Facebook or other social media sites, the les are
compressed to a smaller size. The smaller size means your photos will not be at a resolution high
enough for a quality print. For best quality, use photos directly pulled from your camera.
What does “transparent background” mean and why does it matter?
If an image has a transparent background, that means you can place it on top of any color and
it will blend in. (Items that aren’t transparent often have a white background that shows up on a
non-white background.) PNG and GIF les have transparent backgrounds.
keyclub.org/brandguide
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