style guide - kounta...the logo colour does not change to messina green. the white logo can instead...

Style Guide

Kounta’s Brand Anatomy

PurposeWhy we exist

VisionWhat we’re striving towards

Story PlatformThe story that differentiates& defines us

Brand DNAThe qualities we value & defineour character

VoiceHow we share our storywith the world

To help businesses do a lot more with a lot less.

To enable commerce as a force for good—for businesses, for thecustomers they serve, and the world.

‘Possibility.’Exponential possibilities open up when we reimagine the point of sale today.

Unifying & inclusive, Enterprising, A bold thinker, Holistic, For the good of all

Optimistic, Lateral, Vocal, Responsible, Transformative

Kounta – Style Guide 11

B. Brand Concept


Context

Understanding the environment in which Kounta is used enables us to better align the identity with its users and their needs.

Fitting in with users interiors will show them that Kounta ‘gets’ what they do and can enable them to do it better without getting in the way.

It will also attract potential users by demonstrating an understanding of the category.


The Chameleon

The brand concept centers around the brand adapting to its environment, much like a chameleon. This increases the focus on the sector the app is used in, taking more overt cues from hospitality.

This concept sits comfortably within hospitality interiors, referencing their use of sophisticated typographic pairings, as well as taking cues from movements in the category towards visual references to craftsmanship.


C. Logos


Logo

This is the primary logo, for use in brand contexts such as the website and app. In these contexts it is used where the audience is already aware of the brand name.

It is also used outside of brand contexts in instances where it is accompanied by the full Kounta name, eg. in social media.


Word mark

The word mark is the secondary logo, and should be used outside of brand contexts, where the full Kounta name needs to be clearly articulated.

It can also be used to supplement the primary logo, but the two should never appear together.


Logo colours

Grey logoThis is the primary logo colour and should be used on light and white

backgrounds.

White logoThis colour should be used on dark backgrounds and on top of photography.


Clear space

The logos should always have a minimum clear space all the way around to ensure visibility and impact. The clear space is taken from the line width of the letters.


Proportions

The logo has been designed ata specific width to height ratioit should never be stretched orsquashed to fit a space.

Original

Original


Incorrect usage

DO NOT use a coloured logo on top of an image. In this instance, a white logo should be used.

DO NOT use the two logo variations next to each other. Only one should be visible at a time.

DO NOT use the orange logo on a dark background. In this instance, a white logo should be used.

DO NOT rotate the logo. It should always be straight and read left to right.

DO NOT put the logo in a circle or other shape.

DO NOT split or alter the logo in any way.

DO NOT change the logo to a colour outside of the 3 brand logo colours.

DO NOT use the charcoal logo on a dark background. In this instance, a white logo should be used.


D. Colour


Colour inspiration

The colour palette takes inspiration from clients interiors as well as trends in material usage across the hospitality category.


Colour palette

Primary

Secondary

Kounta Orange

R: 255G: 128B: 10

C: 0M: 60Y: 100K: 0

Kounta Beige Half

R: 242G: 237B: 235

C: 4M: 5Y: 5K: 0

Kounta Kraft Half

R: 224G: 209B: 194

C: 11M: 15Y: 22K: 0

Kounta Copper Half

R: 222G: 196B: 181

C: 12M: 22Y: 26K: 0

Kounta Charcoal

R: 74G: 74B: 74

C: 0M: 0Y: 0K: 86

Kounta Konkrete

R: 176G: 176B: 176

C: 0M: 0Y: 0K: 37

Kounta Beige

R: 231G: 224B: 215

C: 8M: 9Y: 13K: 0

Kounta Kraft

R: 181G: 143B: 99

C: 28M: 42Y: 68K: 4

Kounta Copper

R: 173G: 115B: 82

C: 27M: 57Y: 72K: 10


Colour palette

Primary These primary colours are the main brand colours and at least one of them should be used in all designs in order to create greater brand recognition.

The orange has been chosen as the key brand colour as it is bright, optimistic and ownable within the POS category. It contrasts well with the warm, natural tones of hospitality interiors. It should be used to colour the logo and for CTAs.

The charcoal has been chosen as a warmer, less corporate alternative to black. It sits well within the hospitality space and suits the brand orange. It should be used to colour the logo, and for text, iconography and detailing.

Kounta Orange

R: 255G: 128B: 10

C: 0M: 60Y: 100K: 0

Kounta Charcoal

R: 74G: 74B: 74

C: 0M: 0Y: 0K: 86


Colour palette

Secondary

The secondary colour palette is for use as background colours in branded contexts, to bring warmth to environments such as the website or app. They can be used in varying opacities.

This colour palette has been taken directly from the hospitality interiors colour inspiration.

Kounta Beige Half

R: 242G: 237B: 235

C: 4M: 5Y: 5K: 0

Kounta Kraft Half

R: 224G: 209B: 194

C: 11M: 15Y: 22K: 0

Kounta Copper Half

R: 222G: 196B: 181

C: 12M: 22Y: 26K: 0

Kounta Konkrete

R: 176G: 176B: 176

C: 0M: 0Y: 0K: 37

Kounta Beige

R: 231G: 224B: 215

C: 8M: 9Y: 13K: 0

Kounta Kraft

R: 181G: 143B: 99

C: 28M: 42Y: 68K: 4

Kounta Copper

R: 173G: 115B: 82

C: 27M: 57Y: 72K: 10


Client collaboration

Primary Kounta’s identity should be adaptable to whatever environment it is placed in. In the Kounta app, partners are able to use their own brand colour, which replaces the Kounta orange in the primary colour palette.

This collaboration is for use within the app only.

Client’s colour

Kounta Charcoal

R: 74G: 74B: 74

C: 0M: 0Y: 0K: 86

?

R: ?G: ?B: ?

C: ?M: ?Y: ?K: ?


Client collaboration – Case study: Messina

Primary

Logo application

Messina Green

R: 189G: 212B: 134

The colour palette changes to include the Messina green.

This collaboration is for use within the app only.

The logo colour does not change to Messina green. The white logo can instead be placed on top of Messina green.

Kounta Charcoal

R: 74G: 74B: 74

C: 0M: 0Y: 0K: 86


Colour palette

The app colours are exclusively for use within the Kounta app.

R: 60G: 166B: 69

C: 73M: 0Y: 98K: 10

R: 0G: 157B: 97

C: 91M: 0Y: 81K: 10

R: 0G: 169B: 142

C: 99M: 0Y: 60K: 0

R: 255G: 77B: 0

C: 0M: 84Y: 100K: 0

R: 255G: 128B: 10

C: 0M: 62Y: 100K: 0

R: 255G: 168B: 10

C: 0M: 39Y: 100K: 0

R: 255G: 22B: 67

C: 0M: 97Y: 69K: 0

R: 245G: 0B: 0

C: 0M: 100Y: 100K: 0

R: 255G: 71B: 38

C: 0M: 86Y: 90K: 0

App colours


E. Typography


Typographic style

The typographic style takes inspiration from the warm, elegant sophistication prevalent in typography throughout the hospitality sector.


Choosing typefaces

When choosing typefaces, our primary aim was to create a brand voice which is in keeping with Kounta’s philosophy and target market. Our use of bespoke typefaces speaks of the quality of the product, and also creates a far more ownable aesthetic. We have ensured all fonts chosen are available for both web and app licensing.

Taking onboard the environment in which Kounta is used, we have incorporated a sophisticated serif typeface into the style guide. This, in combination with a sans serif, will add greater flexibility across the brand touch points, allowing Kounta to be more sophisticated in some instances, and more functional in others.

For example the serif adds sophistication and feels more premium on the website, however this becomes less prominent once we get to the app so that the sans serif (which has clearer communication) takes a more prominent role.


Typography

Headings

Berlingske Serif has been chosen due to the circular forms present in many of its characters, which plays into the circular geometry present in the logo forms. It also has an elegant sophistication which empathises with the hospitality sector.

Purchase: https://playtype.com/font/berlingske-serif

Berlingske Serif – Light

Cras sit ametporta eros sed Berlingske Serif – Medium

Cras sit ametporta eros sed


Typography

Body copy

Akkurat has been chosen due to its clean, neutral appearance. It is highly legible, therefore ideal for use in body copy and in-app, and contrasts well with the headline typeface Berlingske Serif.

Purchase:

Akkurat – Light


Akkurat – Regular

Cras sit amet

porta eros sed

Akkurat – Mono

Cras sit amet

porta eros sed

Akkurat – Light Italic

Cras sit amet

porta eros sed

Akkurat – Regular Italic

Cras sit amet

porta eros sed


Usage

Reimagining the point of sale

Our Community

Our Community

Feature richKounta comes with powerful features like inventory management, real-time

reports and analytics, CRM, loyalty and much more.

Berlingske Serif Light should be used for headings on light backgrounds.

Berlingske Serif Medium should be used for headings on dark backgrounds.

Berlingske Serif Medium should be used for headings and brand messaging on top of images.

Berlingske Serif Light can be used for headings teamed with Akkurat Light for body copy.


Usage

Akkurat

Do it yourself

Commerce has moved to the cloud, and customers could be anywhere. To meet them where they’re at, hospitality and retail businesses are looking to get more from their POS software. That’s where Kounta comes in.

Akkurat Light should be used for body copy on light backgrounds.

Akkurat Regular can be used for headings on top of images, interchangeably with Berlingske Serif.

Akkurat Regular should be used within buttons and for call to action links.

Get started now

Download on the app store

Akkurat Regular should be used for body copy on dark backgrounds.

Commerce has moved to the cloud, and customers could be anywhere. To meet them where they’re at, hospitality and retail businesses are looking to get more from their POS software. That’s where Kounta comes in.


F. Graphic devices


Circular theme

The strong circular forms in the logo and headings typeface led to the circle becoming a key graphic form present throughout the identity.



Circular theme

The circle as a graphic device can be used throughout the brand assets to make them more ownable and to reinforce brand language.

Orders Users

Customer

Yes Peter +

+

+

$30.00

$35.00

$30.00

Golden Bluff

Mendls

[T1]

+ $30.00Arabian Knights

23

Bitty

Golden Bluff

Circles can be used to encompass iconography.

A circle can be used in place of a square to reinforce brand language.


Iconography

http://ionicons.com/y


G. Photography


Brand photography

Kounta’s photographic direction demonstrates their understanding of the industry they service.

Kounta’s use of imagery has been broken into 3 categories.


These images depict what store owners covet – busy, successful stores and great connections with their customers.

1. Front of house


These images depict real moments behind the scenes which show Kounta understands their clients’ passions and priorities.

2. Back of house


Front of house


Case Study: Messina


Back of house


Case Study: Messina

Kounta – Style Guide

Front of house


Case Study: Sonoma


Back of house


Case Study: Sonoma


These are overhead shots of the product on warm interior surfaces (eg. concrete and wood), to be used for demonstrating the product and its features

3. Functional product shots

Orders

Messina

Coffee

Ice Cream

Drinks

Cafe

Atelier

Users

Search Customer

Yes Peter +

+

+

+

$30.00

$35.00

$30.00

Golden Bluff

Mendls

Total

Fast Cash Check Out

$125.00

[T1]


23

The Recipes

BittyPop Porn The Block

Big S’Mores Triple Chocolate Golden Bluff

Arabian Knights Pepe Le Pew

Tonka ToughBlack Forest

GelatoStrawberry

Fields

Orders

Messina

Coffee

Ice Cream

Drinks

Cafe

Atelier

Users

Search Customer

Yes Peter +

+

+

+

$30.00

$35.00

$30.00

Golden Bluff

Mendls

Total

Fast Cash Check Out

$125.00

[T1]


23

The Recipes





GelatoStrawberry

Fields


Use of photography

The 3 categories of photography are intended to be used in collaboration with each other to give a vibrant, diverse insight into Kounta’s offering.

The imagery would be used in applications such as the website and display ads, which usually allow multiple images to be shown.

Orders

Messina

Coffee

Ice Cream

Drinks

Cafe

Atelier

Users

Search Customer

Yes Peter +

+

+

+

$30.00

$35.00

$30.00

Golden Bluff

Mendls

Total

Fast Cash Check Out

$125.00

[T1]


23

The Recipes





GelatoStrawberry

Fields


Photographic style

The photographs utilised throughout these 3 types are intended to fit within the reportage (documentary) style of photography. The shots should feel natural and candid, and not at all like stock photos. They should feature smiling customers and staff where appropriate, but also more natural/neutral expressions where it would be expected (eg. chefs cooking).

The photographs should feature warm, natural lighting and earthy tones to complement the brand colour palette. Nighttime shots should utilise the ambient light in the environment to create the same feeling.


style guide - kounta...the logo colour does not change to messina green. the white logo can instead...

Documents