understanding the karndean brand€¦ · the walker family founded karndean designflooring in 1973,...
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Understanding the Karndean Brand for Third Parties only | April 2015
Who we are ....................................................................................3-5
A family business ..............................................................................................3
Our core purpose ............................................................................................4
The essence of what we do .............................................................................5
All about the brand ...................................................................6
Karndean Designflooring logo ................................................................. 6-8
Brand identity ................................................................................................... 9
Our ranges ........................................................................................ 10
Inside
3
As a family business, we stay true to our roots
The Walker family founded Karndean Designflooring in 1973, and have since been highly involved in the growth and development of the company.
The Walkers are founders and owners of Karndean
and Designflooring, not merely shareholders, and
this permanency of ownership is a major benefit to
the character and philosophy of the company and its
future. The Walker family are passionate about the
product and this sentiment runs through everything
we do, from early product development through to
our marketing, customer service and sales support.
Their values have helped to form our company
mission statement and brand values.
4
Our core purpose
Nature is our inspiration and the start of a journey to adapt, perfect and
deliver products that are durable, beautiful and liveable.
Inspired by nature, we make the functional stylish.
5
At Karndean, we recognise the need for individuality. That’s why we promote the concept of stylish yet easy to create Designflooring. With a wide range of products inspired by the look and textures of natural woods and stones, we offer our customers more than just a floor. We offer them something bespoke, unique and personal - a design floor.
The essence of what we do
Through meticulous attention to detail and careful selection of the most beautiful and inspiring natural woods and stones, we offer a beautifully realistic yet practical alternative to natural wood and stone. Each plank is handcrafted to reflect the unique knots and grains of natural timber and each tile to reflect the unique look and textures of real stone, without the practical drawbacks.
6
Karndean Designflooring Full colour The full colour logo can be used on a white or pale background.
Reversed out If the logo appears on a dark background it should appear as the reversed out/white version.
Please only use files issued by Karndean Designflooring marketing departments to ensure the correct colour and font proportions are represented.
All logos are saved in http://designflooring brandworkz.com
Logo – Master
Karndean Designflooring logo
Pantone 187C C0 M100 Y79 K20 R165 G19 B42
Pantone 411C C0 M27 Y36 K72 R99 G85 B72
7
8mm (0.3”)
Karndean Designflooring exclusion zone and minimum sizeThe exclusion zone is equivalent to the logo’s ‘s’ height all the way around.
The minimum size is 8mm (0.3”) in height.
Karndean Designflooring logo
Logo
8
Karndean Designflooring black version
This version should be used only if colour is unachievable e.g. fax or receipt printing.
It can appear on white or reversed out of black.
Logo
Karndean Designflooring logo
9
Karndean Designflooring Do’s and Don’ts
Our logo master should never be altered or manipulated.
Always retain the colours and composition of our logo master.
Always use our logo master
Do:
Don’t:
Change the brand colours within our logo Distort the dimensions of the logo
Manipulate the brand name into ‘Design Flooring’
Change the scale of the different elements within the logo
Brand identity
Logo
Separate the dog from the rest of the logo
Align the brand name on the same line
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Karndean Designflooring Sub brand colour
Our sub brands should always appear in the correct Pantone colours shown.
Pantone 312C C96 M0 Y11 K0 R0 G161 B212
Pantone 411C C0 M27 Y36 K72 R84 G62 B49
Our Ranges
Colour
Pantone 3295C C100 M0 Y53 K21 R0 G124 B107
Pantone 272C C58 M48 Y0 K0 R98 G109 B179
Pantone 152C C0 M51 Y100 K1 R235 G123 B10
Pantone 376C C50 M0 Y100 K0 R128 G189 B38
Pantone 032C C0 M90 Y86 K0 R227 G39 B39
100%
AS
Black Percentage Ladder Tints
85%
DV
70%
MA
55%
VG
40%
OP
25%
KT
KarndeanLooseLay
Pantone 408C C0 M10 Y11 K34 R164 G148 B141
* The ‘Palio Clic by Karndean’ logo is to be used wherever possible, whilst the Palio Clic range icon is to be used to show brand architecture alongside other range icons.
**