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toolboxbrand design

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U by Kotex®logo

LOGO

The U by Kotex® Brand logo was designed with the millennial and

modern woman in mind.� The “U” represents strength and confidence with

its sleek lines and powerful upward strokes.� The black circle gives the logo

grounding and demarcates its space.� The asterisk nestles into the “X” of Kotex*,

proudly staking claim to our message.�

LOGO CONFIGURATION

The most fundamental visual element of a brand’s identity is its logo.� The

“U” logotype, along with the strategically placed Masterbrand “by Kotex®”,

must always remain together and unchanged in their proportions or

placement.� The U by Kotex® Brand lock-up must always be staged on a black

holding shape.� There are 2 holding shapes in the U by Kotex® Brand toolbox,

that are to be used according to design specifications and media.�

PRIMARY LOGO

The U by Kotex® Brand lock-up, staged on a black circle and interrupted by

the swirl graphic, is the preferred logo format.� However, it may only be used

when the brand is staged on a black background.� The swirl graphic is an

integral part of the U by Kotex® Brand design DNA, grounding our visual

equity.� The placement and proportion of the U by Kotex® Brand lock-up, in

relation to the swirl and circle holding shape, must remain unchanged.

SECONDARY LOGO

The U by Kotex® Brand lock-up, staged on a solid black circle, with a grey

border, is an alternate logo format that should only be used when a black

background is not available.� The black circle creates a safe space around the

U by Kotex® Brand lock-up, and allows the brand to sit on white or colorful

backgrounds.� The placement and proportion of the U by Kotex® Brand

lock-up, in relation to the circle holding shape, must remain unchanged.

primary logo

Registered R nestles within X

U by Kotex® proportions and placement must stay consistent

by Kotex® must alwaysremain together & unchanged

PMS 7547- Black

Example on Coupon

CVS/pharmacy® will not accept offers printed from unauthorized internet Maximum $1.00 value. postings or reproductions, copies, or facsimiles of this offer. Original coupon must be relinquished at the time of purchase. Coupon is void if copied, transferred and where prohibited by law. ExtraCare® card must be presented to receive these savings. Tax charged on pre-coupon price where required. Coupon cannot be combined with any other CVS/pharmacy coupons. Limit one coupon per customer. No cash back. Not valid for products reimbursed by government programs. Offer valid X/XX/2010-5/31/2010. * Trademark of Kimberly-Clark Worldwide, Inc. © 2010 KCWW.

Save $1.00 on any one (1)

U by Kotex* Product

secondary logo

U by Kotex®logo

CLEAR SPACE

In order to preserve the integrity of our brandmark, it is important that no

other logos, words or graphic elements infringe on its space.� A clear space,

equal to the length of “Kot” in Kotex®, must be maintained around the

entire logo’s holding shape.� This ensures separation from its surroundings

and ample space to standout proud.�

MINIMUM SIZE

To maintain legibility, a minimum reproducible size has been established

for the Primary and Secondary logos.� Reproducibility depends upon

the printing method, and size must be adjusted to ensure proper

representation of the logo.� Logo line weight on packaging is a

consistent 1.�25 inches.� On smaller, scaled down logos, the line

weight is reduced to 1 inch.�

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Clear Space

primary logo

Clear Space

secondary logo

Minimum Size

1”

*Any smaller and

it will be invisible!

Minimum Size

1”

24

The correct application of the logo is essential

to the communication of the U by Kotex®

Brand personality and preservation of its visual

equity. These examples represent a handful of

unacceptable uses of the logo.

U by Kotex®logo

Never distort the shape

or change proportions

of the logo

Never use a logo or logo

color not presented in

these guidelines

Never separate any

element of the

“U by Kotex®”

lock-up from its holding

shape

Never put pattern,

graphic elements or

typography inside or

behind the logo’s

holding shape

Never stage the

”U by Kotex®” lock-up

in a shape not presented

in these guidelines

Never add other

graphic elements to

the logo

NEW!

24

logo

no-no’s

U by Kotex®logo

VARNISH

On packaging, the U by Kotex® Brand lock-up, holding shape, and design

elements are highlighted with a gloss varnish, making it pop off the matte

black background.� Varnish should be used to enhance and add visual depth

whenever possible.�

ALTERNATE BRAND IN BODY COPY

When representing the brand in body copy, it is important to treat U by Kotex®

consistently.� “U by Kotex” must be followed by an ®.� The “U” letterform should

never be separated from the logo lock-up or inserted into text.�

U by Kotex® should always be bolded, utilizing the same font as the rest of

the body copy.�

Varnish Example - 2012 Packaging

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If you need a product thatcan keep you confident overnight, then look for U by Kotex® in stores now!

alwaysbold!

Examples in Body Copy

Incorrect Usage

is all about confidence and transparency.�

by

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productword marks

Example on Brochure Example in Body Copy

If you need a product that

can keep you confident

overnight, then look for

U by Kotex AllNighter®

Pads in stores now!alwaysbold!

PRODUCT WORD MARKS

Each product in the U by Kotex® line has a name that is descriptive of its functional

benefit.� These names also reflect the youthful attitude of the brand.� Each was designed

to visually capture these attributes and must be applied consistently.�

WORD MARK IN LOGO HOLDING SHAPE

Each word mark is centered directly below the U by Kotex® lock-up, within the logo’s

holding shape.� This creates a product specific lock-up (i.�e.�, U by Kotex® Click®).� This

word mark lock-up may be used on packaging only. Product word marks may not be

used in isolation of U by Kotex®.�

USE IN HEADLINES

When highlighting a specific product in a headline or subhead, product names must

always follow the U by Kotex® Brand, in a vertical format.� Please see brochure example

at right.� Both U by Kotex® and the product name should be treated in text form, rather

than using the U by Kotex® logo or product name’s word mark.�

USE IN BODY COPY

Product names must always follow the U by Kotex® brand in written communications

(i.�e.� U by Kotex Barely There®).� The asterisk is removed from “U by Kotex”, and follows

the product name, except for CleanWear*.� Word marks should not be used in body

copy.� They should appear as a bolded version of the text: U by Kotex AllNighter® Pads.

The following is proper Word Mark copy:

U by Kotex® CleanWear® Pads

U by Kotex AllNighter® Pads

U by Kotex Barely There® Liners

U by Kotex Curves® Liners

U by Kotex® Click® Tampons

U by Kotex® Sleek* Tampons

Product Word Marks

*

OPTIONAL COLORS

Optional colors are included in the U by Kotex® palette for use in

specific applications, and they should not be used in overarching brand

communications.� “Overnight” PMS 2655 Purple should only be used in

communications related to the Overnight product.� PMS 108 Yellow can be used

to call out “NEW”.� PMS 246 and PMS 2727 may be used only in 2012 since they

are “trendy” colors that change annually.�

PMS 3278 has been added to the palette for use only in brand applications

related to the U by Kotex® Sleek* Tampon line extension.�

If a printing method does not allow for spot colors, all primary and secondary

colors should be provided as a target to be achieved with a 4 color process.� Lead

colors are priority when selecting what should be achieved with a spot color.�

NOTE: All colors are from the Pantone Matching System.�

PANTONE®

108 C

0C/6M/95Y/0K255R/229G/18B overnight

PANTONE®

2655 C

54C/49M/0Y/0K126R/129G/190B

PANTONE®

3278 C

100C/0M/55Y/5K0R/161G/142B

ONLY for Sleek*!

PANTONE®

246 C

29C/90M/0Y/0K182R/62G/151B

PANTONE®

2727 C

71C/42M/0Y/0K78R/132G/196B

NEW for 2012!

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LEAD COLORS

Black is the lead color of choice for U by Kotex®.� PMS 7547 Black has been

chosen for unified control across all mediums.� This Black is especially

deep and clean for optimal contrast with white and accent colors.� PMS

7547 must replace Process Black in CMYK applications where possible

to ensure consistency.�

PMS 7547 Black can be paired with a pop of color whenever a bold accent

element is needed.� PMS 375 Green is the preferred color accent.� White is used

for the U by Kotex® Brand logo, and to highlight information staged on black.�

Black should dominate the color coverage in any communication.�

Gloss varnish is used to highlight design elements and brand communications

(i.�e.�, logo) throughout printed materials and packaging.� If varnish is not

available, subtle grey on black color contrast may be substituted for design

elements.� The grey value must be 85% of PMS 7547.�

PANTONE®

375 C

41C/0M/78Y/0K160R/207G/103B

PANTONE®

7547 C

35C/4M/0Y/94K23R/41G/52B

NEW COLORS are added to our palette

every year. Can you guess what’s coming in 2013?

PRIMARY COLORS

These colors are acceptable color accents in all

printed and digital communications.� They are to

be used sparingly and to complement the lead

colors rather than dominate the palette.�

PANTONE®

process cyan c

100C/0M/0Y/0K0R/174B/239G

PANTONE®

213 C

0C/95M/27Y/0K238R/43G/116B

colorpalette

colordo’s

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Example in Sales Kit

PRODUCT AND WRAPPERS

3-5 multi-colored products and/or

wrappers should be used together in an

orderly arrangement.� Only use products

and wrappers that reflect the 2012 product

color palette and design.�

HANDWRITTEN CALL OUTS

Only one text color may be used in combination

with White or Black in a handwritten call out.�

The color must relate to photography or graphic

elements being used in the application.�

COLORED DOTS

Only two different colors may be used in a single

brand application.� Dots should correspond to the

colors used in typography, product imagery, and

photography.� Suggested color pairings for the

dots are as follows:

BREAK THE CYCLE

Coloration of the Break the Cycle* tape holding

shape must correspond to the accent color used in a

headine.� If no headline is in use, the tape must relate

to photography or match graphic elements.�

PHOTOGRAPHY

Photography must

be in full color

with vibrant hues

strongly relating to

the U by Kotex®

Brand palette.�

Images should have

a pop color that ties

into the piece fitting

with the graphic

elements and

typography used.�

SWIRLS AND

LINEWORK

A 85% tint of PMS

7547 Black must be

used to create swirl

and linework pattern

elements.� These

elements should

feel like part of the

background, and

never distract from

copy, product

imagery or

photography.�

HEADLINES AND PRODUCT CALL OUTS

Only one text color may be used in combination with white or

black, in a headline or product call out.� The color must relate to

graphic elements being used, i.�e.�, green photographic elements

or green product wrappers, green dots, and green type could be

used together.�

PMS CYANPMS 375C

PMS 2727 CPMS 375 C

PMS 213 CPMS 375 C

PMS 246 CPMS 3278 C

colorpalette

This color combo is only for Sleek*!

*

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colorpalette

Win a trip to the movies!

Buy 3 U by Kotexproducts!

Text “Kotex”to 54901

Enter toWIN!

Pads, tampons and liners designed to keep you comfortably protected.

Nowavailable!

Introducing

HONESTYISHEALTHY.COM

Never introduce new dot

colors.� Only use colors within

the U by Kotex® palette

Never link dot color to product absorbency color coding, or stage

packaging on colored dots.� Never create a “traffic light formation”

with colored dots

Never create a step and

repeat pattern with dots.�

They should feel playful

Never use more than two

different dot colors in a

single brand application

Never use more than two

typography colors, in addition

to black or white, in one

brand application

Never enlarge or overlap

colored dots

Never stage copy on more than one dot color, in one brand

application.� Never stage copy on a yellow dot

Never create swirls or

linework in a color other than

a 85% tint of PMS 7547 Black

or gloss varnish

Never stage colored dots on a

white or colored background

Never stage swirls or linework

on a white or colored

background

Get Ready For A Girls’ Night!

color

dont’s

The correct use of color is

essential for a consistent

presentation of the

U by Kotex® brand. These

examples represent

unacceptable uses

of color elements.

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typography

CONFIDENT

TRUTHFUL …

& BOLDbursting with personalitybursting with personality

playful, and always full of

SURPRISES!Consistent use of typography in all brand applications will reinforce the

U by Kotex® Brand visual equity.� Variation in the style of typefaces presented in the

guidelines should allow the flexibility to communicate any brand message.�

introducing the U by Kotex® Brand

family of typefaces

FOCO FAMILY

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Regular

HANDSOME FAMILY

ABCDEFGHIJKLMNOP Q RST U V W XYZabcde fghi jklmnopqrs tuvwxyz1234567890

GOTHAM ROUNDED MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

ANDREA UPRIGHT SCRIPT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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ubykotex.com

cutepatterns!

PADS AND LINERS DESIGNED TO FIT YOUR STYLE.Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer son gemodo dapibus lectus eu volutpat. Fusce rhoncus velit sed massa into commodo vel ultrices augue adipiscing varius.

take aSTAND

BLAND*

typography

HANDWRITTEN CALL OUTS

Andrea’s Script Upright lowercase gives a natural and handwritten

feeling to all call outs.� Call outs should be paired with a handdrawn

arrow, pointing to the image or graphic referenced.� Use no more

than two handwritten call outs per brand application.�

SUBHEADS

The use of Foco Bold, all upper case, ensures

the legibility and prominence of subheads.�

Subheads are generally 1/2 the size of

headlines.�

HEADLINES

Headlines must be bold with a splash of the U by Kotex®

approachable personality.� A combination of Foco Bold

uppercase and Andrea’s Upright Script lowercase provides

the proper balance.� Handsome Thin may also be used

as an alternative to Andrea’s Upright Script.� The usage

ratio of one typeface to the other should never be equal

(i.�e.�, Andrea’s Upright Script should be used in 75% of the

communication, and Foco Bold should constitute the other

25%).� The inverse proportion may also be used.�

BODY COPY

Clear and concise communication is essential in body

copy.� Foco Bold may be used to highlight priority

communications within body copy.� Body copy is

generally 2/3 the size of subheads.�

ANGLED HEADLINES

Angled Headlines may be used to call attention to a

particular messaging or to make a statement stand out.�

Only one angled headline, if any, should be used per

brand application.�

LABELING POLAROIDS

Polaroids should be labeled with

Andrea’s Script Upright title case only.�

This ensures that the Polaroid® feels

like it came straight from the

U by Kotex® girl’s personal notebook.�

Circular Example

typographydo’s

POST-ITS® AND NOTE CARDS

Andrea’s Script Upright Titlecase must be

used for copy on Post-it® notes and note

cards.� Only use one Post-it® note or note

card per brand application.�

playful patterns!

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typography

dont’s

The correct use of typography

is essential for a consistent

presentation of

the U by Kotex® Brand.

These examples represent

unacceptable uses of

type elements.

typography

Never use script typefaces

not presented in these

guidelines

Never use serif typefaces in

U by Kotex® Brand applications

Never use the “U” logomark

in headline, subhead,

or body copy

Never use product wordmarks

in headline, subhead,

or body copy

Never combine more than

two type styles in a single piece

of communication

Never combine more than

three type styles in a single

brand application

Never use multiple tape

headlines in one brand

application

Never use a tape headline

in combination with

Break the Cycle*

*