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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: firstname.lastname@example.org. Click on the links below for more information on the associated topics.
Often, the first look at our brand is our logo. So how it is displayed and placed matter a lot. Below, you'll find guidance on how to apply the Kensington logo properly.
It is preferred that the Kensington logo consistently appears on the upper left corner of all communications. It can also appear in the lower right or lower left hand corner in some specific instances such as in an ad, depending upon the execution of the concept. In all instances, the first appearance must include proper trademark registrations, as shown here and on the following pages.
It is important to have clear space around the brand logo for legibility and integrity. The primary logo clear space is determined by the x-height of the “n” in Kensington.
In certain situations, the registered trademark will need to be enlarged to ensure legibility, thereby effectively legally protecting the mark. Use one of the preset Kensington logotypes with the registered mark, based on the size you need.
The Kensington Logo is a registered trademark of ACCO Brands Corporation. Use of the logo must be in accordance with the guidelines contained within this manual. Use of the Kensington logo by agents, brokers, or any person, organization, or corporation other than ACCO Brands Corporation or its operating companies is strictly prohibited without prior written permission from ACCO Brands Corporation. The Kensington trademark has been registered with the US Patent and Trademark Office. In order to protect Kensington’s legal rights in the trademark, the federal registration indicator “®” must appear with the Kensington trademark on all marketing applications. In materials used solely in countries/regions where the Kensington mark is not registered, use the TM symbol following Kensington. Consult with the Director of Marketing in your region for clarification of trademark and/or registration mark usage.
The black, dark gray, and white logos should always be on a solid and high-contrast background (such as white on dark gray or black, and black on white or light gray).
Consistent and correct use of the Kensington logo is essential to protect and maintain our trademark rights and brand identity. Examples of incorrect usage, which must be avoided, are shown on this page. Only use the logo in ways outlined on the previous and following pages.
Do not place the logo at an angle.
Do not outline the logo.
Do not show the logo in colors other than those specified on the logo color page.
Do not show the logo on a patterned or busy photography background.
Do not show the logo in shape.
Do not add other symbols to logo.
Do not place the logo into a sentence.
The Professionals’ ChoiceTM 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.
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.
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.
Use this option for brand level communications, make sure to adhere to the minimum size requirements so that the tagline is visible.
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.
This is the preferred logo and should be used on white backgrounds for digital, packaging, marketing materials, and print. For print, this should be used when multiple colors are available.
Use single color logos when backgrounds are colored and/or light. The logo with tagline should always be on a solid and high contrast background (i.e. (black on white or light gray; white on dark gray or black). Also, use in print when there is only a single color available.
You may use the security category logo in reference to the security category or products, and only when the primary logo is also in use.
It is preferred that the Kensington K-Lock security category logo appears as a secondary logo when the primary logo is too large to fit horizontally, such as on packaging. In all instances, the first appearance must include proper trademark registrations, as shown here.
It is important to have clear space around the security category logo for legibility and integrity. The primary logo clear space is determined by the x-height of the “n” in Kensington.
For maximum legibility, review the minimum size requirements. Never reduce the logo below its minimum size.
Do not place the logo at an angle
Do not outline the logo
Do not show the logo on a patterned background
Do not show the logo in colors other than those specified on the logo color page
Kensington is a division of ACCO Brands USA LLC. The ACCO logo is required on all Kensington corporate communications such as stationery, business cards, print, and electronic advertising, collateral, sales materials and packaging.
Use available set sizes from 0.25 in. to 1 in. in width. In layouts containing both the Kensington logo and the ACCO logo always place the ACCO logo smaller than the Kensington logo. Place the ACCO logo in the bottom left corner may align it with the left edge of the Kensington logo. However, if the design requires it, you can align the logo to the lower right corner.
The ACCO logo is preferred in Black as it works best with the Kensington color palette. Red may also be used under certain circumstances. Check with your brand manager for the latest approved usage.
The ACCO Brands logo should be surrounded by at least “B” of clear space from type or other graphics. Do not scale, condense, expand, or otherwise modify approved digital artwork in any way.
For maximum legibility, review the minimum size requirements to the right. Never reduce the logo below its minimum size.