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Kensington Brand Center

Effective May 2021

Welcome. These guidelines are for anyone building Kensington marketing assets, so that we can ensure brand consistency and maintain a strong brand across all properties. Please email any issues to Kensington Global Marketing: globalmarketing@kensington.com. Click on the links below for more information on the associated topics.

Motion and Animations

Motion gives the brand a fresh and lively look and feel. It adds interest and gives products a world to live in. Follow these key components and their guidelines to build strong Kensington visuals.

Motion and animations moodboard

 

General Rules

 

  • Use the Kensington color palette.
  • All Kensington logos used should be consistent with the Kensington logo guidelines.
  • For headlines and subheads, follow the Kensington brand guidelines for digital font usage.
  • Use the most recent Kensington Intro and Outro for consistency.
  • No kensington.com URLs, unless needed for a CTA
  • Include global icon styles and sizes.
General notes on designing animations
  • Tonality
  • Script/Storyboard
Tonality Chevron Icon
  • Educated
  • Energetic
  • Helpful
  • Modern
  • Professional
  • Innovative
Script/Storyboard Chevron Icon
  • Global Marketing or approved vendor creates the first draft of script or storyboard.
  • GPM and RPM review and comment/approve before shooting (optional if this is a regional marketing effort).

 

3D Product Animation

 

Hero animation

  • The animation should have a weightless and flowing feeling. Movement is accentuated by slow passes on the subject matter.
  • When objects "fly" into an area, they should do so with a leading edge, landing gently on their final position. They are slightly angled and rotate around their own axis until they arrive at their final position. The objects flying in are rendered with very slight motion blur for a more realistic movement.
  • The environment should feel very clean and light with a light grey background to help objects stand out. Include a third of the space at the top of the shot for the addition of title and text.
Hero animation example

Hotspot panel

  • When the camera rotates around an object, the features/positions/etc. should always be shown at an angle.
  • There should not be too much depth of field - almost everything should be in focus.
  • On the assets for the hotspot panel, a focal length of 50-70 mm is the way to go because it feels more realistic to the human eye.
Hotspot panel example
  • Deliverables
  • For web
Deliverables Chevron Icon
  • 1080p Apple Pro Res HQ is the final deliverable requested - other formats can be extracted from this.
For web Chevron Icon
  • Max. 20 sec - more aim for 10-15 sec.
  • 1080P H264 (target bitrate e.g. 10mbit) is the final deliverable requested.
  • File size if possible should not be higher than 20 MB.

 

Video Specifications

 

Sound

Ideally, music only or text on screen. No voiceover due to the global nature of our business.  Music should be upbeat and aspirational, and evoke a business environment.  

Languages for translation, if required:

  1. Dutch
  2. UK English 
  3. French
  4. French Canadian
  5. German
  6. Italian
  7. Japanese
  8. Simplified Chinese
  9. Spanish (Latin America)
  10. Spanish (Spain)
Collage of different languages

Models

  • Polished models that represent the Kensington brand and are aspirational.
  • If using models, try to have them wear solid colors instead of clothes with distracting patterns.
  • The rules for clothing are the same as for lifestyle photography. Additionally, the models should avoid wearing black.
  • The talent must be dressed and ready when they arrive and bring at least five outfit selections including a belt, business socks, and three pairs of clean shoes as options. Well-manicured nails are a must.
Collage of models
  • Length of video
  • Filming
  • Environment
  • Deliverables
  • B-roll and images
Length of video Chevron Icon
  • Full length: 1–3 minutes. Average video or animation is 60–90 seconds. Can break up longer (3+ min) videos into shorter clips.
  • Social media: 15 seconds (this will allow for the video to be used as a “bumper” ad on YouTube).
Filming Chevron Icon
  • Always film horizontally (landscape).
  • At least 1080P — the higher, the better.
  • Bright, even lighting.
Environment Chevron Icon
  • Modern, contemporary, bright office environment.
  • Straight cords.
  • No office or desk clutter.
  • Products and surfaces clean.
Deliverables Chevron Icon
  • 1080P MP4 is the final deliverable requested.
  • Final file size to be less than 100MB.
B-roll and images Chevron Icon

Full rights to use:

  • Purchased on Getty, or model release if we take the photo.
  • No other brand names present.
  • All product images used must be final.

Social Media Formats

For lifestyle videos, there should be a story with a beginning and an end. The Kensington brand always needs to be represented in a business professional format (whether office or vertical setting such as education or healthcare). All of the information in the video or animation needs to be the features/benefits as we know them to be true. Animations should not aim to cover all main features - only the most important points (five maximum). All aspects of the video or animation should follow the tone of the Kensington brand guidelines.
  • Social media video specs
Social media video specs Chevron Icon
  • Recommended video dimension is 1280 x 720 for Landscape and Portrait.
  • Minimum width is 600 pixels (length depends on aspect ratio) for Landscape and Portrait.
  • Landscape aspect ratio is 16:9.
  • Portrait aspect ratio is 9:16 (if video includes link, aspect ratio is 16:9).
  • Mobile renders both video types to aspect ratio 2:3.
  • Max file size is 4GB.
  • Recommended video formats are .MP4 and .MOV.
  • Video length max is 15 seconds (this will allow for the video to be used as a “bumper” ad on YouTube).
  • Video max frames 30fps.
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