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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.

Typography

This guideline will provide an overview of the font usage for web and print. It will explain when to use which font and how to combine fonts. 

Ubuntu banner

 

Font Overview

We use these fonts in two different scenarios: digital and print. In both cases, Ubuntu is used for headlines. For digital, use Open Sans for body copy. For print assets, use TheSansKens font for body copy. Open Sans and TheSansKens harmonize very well with Ubuntu font and therefore can be combined.

 

Ubuntu

Ubuntu

This typeface is used in all mediums for headlines.

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Open Sans

Open Sans

This typeface is used in digital for body copy.

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TheSansKens

TheSansKens

This typeface is used in print for body copy.

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Web Font Usage

We use Ubuntu for headlines because of its unique characteristics that embody the brand. For body text, use Open Sans. These two fonts are web optimized Google fonts and free licensed font families.

 

Digital scales and sizes for headlines

The recommended line spacing is 110% for all headlines. This can vary depending on the font size. The font size and weight depend on the usage as you can see on the right.

Explanation of headline sizes

Digital scales and sizes other than headlines

The recommended line spacing is 110%. This can vary depending on the font size and usages. The font size, weight and letter spacing depends on the usage as you can see on the right. Colors can be used as an additional highlighter if necessary.

Sizes for non-headlines

 

Print Font Usage

We use Ubuntu for headlines because of its unique characteristics that embody the brand. For body text, we use TheSansKens. Compared to web usage, Ubuntu needs to be adjusted in line heights and spacing for print usage. TheSansKens font is an optimized print font that is specially made for the Kensington brand and perfect for printed body copies. Always combine the body copy font (TheSansKens) with the headline font (Ubuntu)

 

Example of white paper

 

 

Approved fonts for print

Ubuntu headlines for print

There are two main headline usages: primary and secondary. The extra large headline should only be used in special cases such as campaign layouts.

  • Extra large headings can be 320-400% the size of the main body text. If the body text is 10 Pts, then the font size for the extra large headline can have e.g. 35 Pts.
  • Overlines are used over a headline for extra information or a category for the article. They should be 110%-130% the size of the main body text and a letter spacing of 10 Pts. If the body text is 10 Pts, then the recommended font size for the overline is 13 Pts. This font style is also used for an angled flag.
  • Primary headings should be 180-240% the size of the main body text. If the body text is 10 Pts, then the recommended font size for the primary headline is 24 Pts.
  • Secondary headings should be 130-150% the size of the main body text. If the body text is 10 Pts, then the recommended font size for the primary headline is 13 Pts.
  • The recommended line spacing in print is 110-120% for all headlines.
  • The default letter spacing of 0 should be used.
  • When highlighting a text, use regular font style.
Ubuntu size guidelines

TheSansKens body text size

Use the font style: TheSansKENSINGTON 2XL for body texts.

  • The recommended text size is 10 points for all main body texts.
  • The recommended line spacing is 140%. If the text size is 10 Pts, then line spacing is 14 Pts.
  • For the body copy, the default letter spacing of 0 should be used.
SansKens size guidelines
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