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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.

K-Angle, Icons, and Illustrations

Legal & Trademarks

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.

Tonality
Script/Storyboard

Tonality

Educated
Energetic
Helpful
Modern
Professional
Innovative

Script/Storyboard

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.

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.

Deliverables
For web

Deliverables

1080p Apple Pro Res HQ is the final deliverable requested - other formats can be extracted from this.

For web

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:

Dutch
UK English
French
French Canadian
German
Italian
Japanese
Simplified Chinese
Spanish (Latin America)
Spanish (Spain)

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.

Length of video
Filming
Environment
Deliverables
B-roll and images

Length of video

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

Always film horizontally (landscape).
At least 1080P — the higher, the better.
Bright, even lighting.

Environment

Modern, contemporary, bright office environment.
Straight cords.
No office or desk clutter.
Products and surfaces clean.

Deliverables

1080P MP4 is the final deliverable requested.
Final file size to be less than 100MB.

B-roll and images

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
Additional specs per social media channel

Social media video specs

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 for advertisements (this will allow for the video to be used as a “bumper” ad on YouTube).
Video length can be longer if not being used as an advertisement
Video max frames 30fps.

Additional specs per social media channel

YouTube

A standard landscape aspect ratio is 16:9
Many users watch YouTube on their TV screens now. 2160p: 3840x2160 is nice to have
For YouTube Shorts – it can be a square 1:1 or vertical 9:16 aspect ratio
The maximum length for Shorts is 60 seconds
Shorts are optional

Meta (Facebook & Instagram)

Stories and Reels should be a 9:16 aspect ratio
Standard posts should be a 1:1 aspect ratio