Logo

There are two groups of icons: system (lo-fi) and mid-render. They go from little detail to very detailed, respectively, and are used for various sizes and purposes, defined in the graphic. To ensure the best quality, web files should be SVG, and print files should be vectors.

Building system (lo-fi) and mid-render icons

To build a system (lo-fi) and mid-render icon, you need to reduce the meaning of it to its minimal form. Make sure to use a 1px stroke. To avoid distorting an icon, position icons “on pixel” by making the X and Y coordinate into integers, without decimals. All corners and stroke endings have a rounding.

There are two groups of icons: system (lo-fi) and mid-render. They go from little detail to very detailed, respectively, and are used for various sizes and purposes, defined in the graphic. To ensure the best quality, web files should be SVG, and print files should be vectors.

Building system (lo-fi) and mid-render icons

To build a system (lo-fi) and mid-render icon, you need to reduce the meaning of it to its minimal form. Make sure to use a 1px stroke. To avoid distorting an icon, position icons “on pixel” by making the X and Y coordinate into integers, without decimals. All corners and stroke endings have a rounding.

Position on page

The Professionals’ Choice™ tagline will be used as a word mark on all graphic materials. Preferred placement is on the bottom right or left corner for all collateral, advertising, and signage. The Kensington logo will always have the primary position with the tagline used as a secondary signature on all communication.

Size relationship

The Professionals’ ChoiceTM tagline is tied to the Kensington logo. Refer to the primary logo sizing guidance on minimum and maximum sizing guidelines. Clear space standards as stipulated for the logo should be followed.

Use of tagline

The Professionals’ ChoiceTM tagline will be used on all promotional material to communicate our brand promise. It is not necessary to use this tagline on all office communication as overuse and misuse of the tagline will dilute the brand. Tagline Use in Written Communication: The Professionals’ ChoiceTM tagline will be treated as a copy element using a standard font when in written format. Do not place the word mark in written copy, as this is a design element only.

Tucked Logo and Tagline Lockup

Use this option for brand level communications, make sure to adhere to the minimum size requirements so that the tagline is visible.

Stacked Logo and Tagline Lockup

Use this option when sizing and space requires a stacked approach to develop proper aesthetics (i.e. building signs, small giveaways, merchandise, etc). This can be used for print and web purposes that cannot accommodate the original logo and tagline lockup that is strictly horizontal. Make sure to adhere to the brand color guidelines from above.