KB-Carseating-brand-final

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CONTENTS

Competition

5 Client Persona

18

Unique Selling Points

7

Logo

20

Business Descriptors

9

Logo Rules

22

Mission Statement

11

Fonts

24

Brand Values

13

Colours

26

Tagline

15

Imagery

28

Tone of Voice 17

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COMPETITION

In Kingston and the surrounding area, there are car seat techs, but none with your exact offering. From researching the surrounding

area, I am unable to find any special needs certified car seat techs. The below individuals and businesses are the closest to

our offering.

SEATS for Kids

Kingston

www.seatsforkids.ca

Car seat inspection clinics and

information

Pros

Clear website

Well established

Ranks well in searches

Present on social media

cons

Lacks great branding

Does not offer special needs

Go Green Baby

Kingston

www.go-greenbaby.ca

Car seat installation

Pros

Good addition to their current

business

Established Company

cons

Purely installs seats

Not primary offering

Does not offer special needs

Individuals that are in this area

but I was unable to find much

information on:

Chris Strong

Stefani Occhipinti

Melissa Brown

Does not offer special needs

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UNIQUE SELLING POINTS

1 of 12 special needs trained techs in Canada

10 years technical/personal experience

Aware of processes

Established presence in the community

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BUSINESS DESCRIPTORS

FRIENDLY

TRUSTED

PROFESSIONAL

COMPASSIONATE

HEALTH CONSCIOUS

SAFETY CONSCIOUS

RELIABLE

PROBLEM SOLVER

RELATABLE

APPROACHABLE

CARING

WARM

SENSITIVE

UNDERSTANDING

DEPENDABLE

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MISSION STATEMENT

KB Carseating is a compassionate and trusted consultant that for years has been ensuring Kingston’s little commuters, and

special needs passengers get to their destinations safely.

Being uncertain about your restraint system is scary, which is why we work to raise safety awareness and knowledge in the

community so that every trip with children is as risk-free as possible. Every passenger’s seating arrangement is unique and

comes with its own challenges and some solutions require more knowledge than others. As a company founded by a parent

to a special needs child, we understand the additional concerns regarding their safety. The lengthy process and stress

involved in ensuring your child or passenger is traveling safely is confusing and stressful. We understand there is a lack of

resources and access to knowledgeable health care professionals, which is why we’re here to help.

Through consultation and education sessions, KB Carseating wants to ensure that you are 100% confident that your child

or special needs passenger is safe on every trip. We have over 10 years experience teaching and installing restraint systems,

and we are one of twelve special needs trained car seat techs. Meaning from simple boosters to complex adaptive

seating, we’ll make sure that you are educated on the appropriate seat or restraint so that it may work to its full protecting

potential on every trip.

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BRAND VALUES

We stand for

Health and Safety

Family Support

Special Needs Support

Child Wellbeing

Education

We understand that uncertainty is scary when it concerns a child’s wellbeing

and we want to ensure that every person is equipped with adequate tools and

knowledge so that they may make every journey with confidence.

Passenger Safety

Our primary goal is to ensure the safety of every passenger regardless of needs and

requirements so that, in a worst-case scenario, your family’s wellbeing is protected.

Education

The path to reaching our passenger safety goal is in supporting every parent and

caregiver, and ensuring they have access to knowledge and resources they need.

The Best Solution for You

With our 10 years of professional and personal experience, we understand there is

not one solution. The best solution is the one that fits your needs, your child’s needs,

your budget, and that you feel confident using.

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TAGLINE

YOU CAN GO ANYWHERE

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TONE OF VOICE

How we speak to our audience:

Educational, Compassionate, Trustworthy,

Warm, Reliable/Professional.

Character:

Friendly, Professional Compassionate.

Tone:

Honest, Personal, Warm.

Language:

Simple, Savvy.

Purpose:

Educate, Inform.

Our communications will be welcoming, friendly, and knowledgeable.

We talk to people with warm friendly compassion. Our clients

are uncertain and concerned regarding their child’s safety when they

approach us and we want them to feel comfortable and at ease that

they’ve found a solution to their problem

We support the health and safety of child passengers and therefore

need to be a trusted and reliable voice, but we don’t want to come

across as cold and factual. We need to be approachable and relatable,

so that the client feels that we are genuinely invested in the wellbeing of

their child, and not robotically going through the textbook motions. We

are empathetic to what they’re going through, we’ve been there and we

want them to feel less alone in this process

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YOUR PERSONAS

What Does Your Product Offer:

Kyle, 29,

Jane, 39,

Karen, 36

Training/Educating

Married

Married

Married

Peace of Mind

Financial Advisor

Health Care Provider

Runs a child care center.

Passenger Safety

Kyle is a first-time father. He spends a lot of

Jane is a doctor who works with special

Karen runs a child care center where she

Motivators for Buying/Goals:

time commuting and he travels with his fam-

needs children. Her patients range in age

frequently travels with children. She wants

Concern for child wellbeing

ily to visit relatives and go on day trips. His

and types of disability. Though she specializ-

to ensure that she is traveling as safely as

Desire to learn more

child has a physical disability and he is confused and concerned regarding

es in these patience conditions she has to refer parents to specialists for

possible and wants parents to be entirely at ease that their children are in

Peace of mind

the process and solutions to keeping his child safe. There are no resourc-

knowledge in adaptive processes for daily life. She is looking for people

safe hands. There is a potential for needing to accommodate children with

es or knowledge among health professionals and he wants a professional

who can help these overwhelmed parents through what they need to

special needs. Interested in becoming a certified car seat tech.

Current Frustrations:

who can help him through this process.

know.

Concerned for wellbeing

Nervous about current seating setup

Health Conscious

Safety Focused

Health Concious

Safety Focused

Health Conscious

Safety Focused

Overwhelmed by lack information

Seating Knowledge

Spare Time

Seating knowledge

Spare Time

Seating Knowledge

Spare Time

Potential Barriers:

Income

Family Focused

Income

Family Focused

Income

Family Focused

Price Point

Nervous about who to approach

Supports Causes/Charities

Comfort with Technology

Supports Causes/Charities

Comfort with Technology

Supports Causes/Charities

Comfort with Technology

Overwhelmed/Lack of time

Think

Feel

Think Feel Think Feel

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LOGO RULES

A: Ensure there is appropriate

contrast.

A

B

C

Rules are meant to be

broken. But not logo

rules. In order for your

logo to positively

represent your business

you should abide the

following guidelines when

using your logo.

B: Do not move or rearrange logo

elements

C: Do not use a non-brand colours.

Logo can be featured in any single

brand colour.

D: Keep logo proportions. Do not

skew, squish, stretch, or in any

other way warp the logo

D

E

F

Clear space for the logo.

When placing the logo,

please allow a. “K” sized

space between the logo

and other elements

E: Ensure there is appropriate

contrast when placing on busy

backgrounds

F: No effects such as drop shadow,

outline, emboss etc.

G

H

I

G: No adding of imagery or text

elements to the logo

Consulting

Minimal Sizes. When

placing the logo, please

refrain from scaling

below the sizes listed.

Print: 1.8in w

Print: 190px

H: Do not add any form of colour

effects such as gradients or

unapproved overlays

I: Do not scale logo elements

independently of each other

J: Do not change logo fonts.

J

KBcarseating

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FONTS

Qq

Montserrat

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < >

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < >

LATO

Header: Monterrat Bold

Sub-Head: Montserrat Regular

Paragraph: Lato Light

Getting Out of Bed

A morning Haiku

No no no no no

no no no no no no no

no no no no no.

Qq

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < >

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1 2 3 4 5 6 7 8 9 0 - + = “ { } [ ] | @ # % & ? / < >

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COLOURS

THE BEST COLOUR IN

THE WHOLE WORLD,

IS THE ONE THAT

LOOKS GOOD ON YOU

Midnight Blue

Pantone: 289

Sky

Pantone: 299

Graphite

Pantone: 419

Pearl

Pantone: 656

Powder

RGB: 254, 252, 251

-Coco Chanel

RGB: 0, 38, 73

RGB: 0, 163, 221

RGB: 40, 40, 33

RGB: 214, 219, 224

CMYK: 0, 0, 1, 0

CMYK: 100, 47, 0, 71

CMYK: 100, 26, 0, 13

CMYK: 0, 0, 17, 84

CMYK: 4, 2, 0, 12

HEX: # FEFCFB

HEX: #002649

HEX: #00a3dd

HEX: # 282821

HEX: # D6DBE0

RGB: 0, 38, 73

Pantone: 289

CMYK: 0100, 47, 0, 71

HEX: #002649

RGB: 96, 175, 221

Pantone: 2915

CMYK: 56, 20, 0, 13

HEX: # 60AFDD

RGB: 17, 17, 20

Pantone: Black 3 2X

CMYK: 14, 14, 0, 92

HEX: # 111114

RGB: 0,2,8,25

Pantone: 421

CMYK: 0,0,0,9

HEX: # BEBAAE

RGB: 244, 237, 175

Pantone: 600

CMYK: 0, 2, 28, 4

HEX: #F4EDAF

RGB: 2, 40, 58

RGB: 130, 198, 226

RGB: 15, 15, 15

RGB: 121, 119, 11

RGB: 247, 232, 89

Pantone: 5394

Pantone: 297

Pantone: Black 4 2X

Pantone: Cool Gray 10

Pantone: 106

26

CMYK: 96, 31, 0, 77

CMYK: 42, 12, 0, 11

CMYK: 0, 0, 0, 94

CMYK: 0, 1, 8, 52

CMYK: 0, 6, 63, 3

HEX: #02283A

HEX: # 82C6E2

HEX: # 0F0F0F

HEX: # 79776F

HEX: # F7E859

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IMAGERY

Patterns include arrows, “seat belts” and dotted lines

Photos should use car/travel/child related images that are clean, professional and friendly. Featuring on brand colour

schemes is a bonus!

Any graphics created for the business can include a mixture of the above imagery/patterns. All graphics should feature the

colours and fonts referenced in this brand guide.

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