Brand Guidelines

The work of branding is the art of breaking expectations.

Kentland’s brand is experienced through typography, color, shapes, and tone-of-voice in communications. When all of these elements come together, they assist in enhancing one’s quality of life.

Kentland’s DNA represents the core values of the town and serves as the foundational building blocks to the brand.

They reflect how the residents feel about living in Kentland. The Pillars are an outward expression of the DNA, and each one complements its own respective DNA point. Together, they serve as the bridge to Kentland’s brand positioning statement for Kentland.

Address

300 N. 3rd St.
Kentland, IN 47951

Phone

Tel: (219) 474-5062

Email

info@kentland.in.gov

Brand Guidelines

Download

Have Questions?

300 N. 3rd St.
Kentland, IN 47951

Phone

Tel: (219) 474-5062

Email

info@kentland.in.gov

DNA

Quality

We take pride in our great quality of life, enjoying friends, family, casual recreation, and outdoor activities. Our top-notch school system, beautiful downtown, and parks are just a few of the amenities that make our residents so happy.

Community

Possessing a strong Midwest identity, Kentland is a small, welcoming, and affordable town to live and raise a family in. Our community maintains a close-knit atmosphere and takes great pride in caring for each other.

Dedicated

Long-time residents, businesses, and our local government are focused on forging a bright future for Kentland. This ongoing investment is part of who we are.

Pillars

Safe

We’re welcoming and highly value our town’s security. Our people take care of each other and offer a helping hand, especially in times of need.

Friendly

Our community is known for its friendliness, and we support our town’s values through a kind and generous spirit.

Driven

Long-time residents, businesses, and our local government are focused on forging a bright future for Kentland. This ongoing investment is part of who we are.

Tone of Voice

Our voice expresses a sense of:

  • Confidence
  • Genuine
  • Welcoming
  • Driven
  • Innovative

Brand Positioning Statement

Kentland’s mission as a brand is summed up in a concise statement that’s driven by its DNA & Pillars.

Colors

Our Colors Bring Life and Consistency.

When using the color palette below, the amount of any specific color within a given layout is important to consider. Layouts will consist of the primary colors Grass, Glow,and Noon. Layouts may also consist of the secondary colors Moss, Sprout, and Sun.

Primary

Grass

CMYK

C:83 M:0 Y:72 K:43

RGB

R:0 G:116 B:79

Hex

#00744F

Pantone

3415C

Primary

Glow

CMYK

C:0 M:82 Y:95 K:0

RGB

R:241 G:86 B:41

Hex

#F15629

Pantone

7479C

Primary

Noon

CMYK

C:0 M:19 Y:91 K:0

RGB

R:255 G:205 B:46

Hex

#FFCD2E

Pantone

123C

Secondary

Moss

CMYK

C:60 M:0 Y:72 K:0

RGB

R:107 G:192 B:119

Hex

#F15629

Pantone

123C

Secondary

Sprout

CMYK

C:27 M:6 Y:72 K:0

RGB

R:192 G:207 B:110

Hex

#C2CF6E

Pantone

7479C

Secondary

Sun

CMYK

C:10 M:53 Y:100 K:0

RGB

R:226 G:138 B:38

Hex

#E28A26

Pantone

7479C

Logos

Growing Stronger Everyday.

The strongest shape in nature is the triangle — which is representative of strength, robust pride and security. This, coupled with Kentland’s beautiful sunrises and sunsets, forges a solid foundation that’s symbolic of our community’s ability to grow stronger everyday. The typography used for Kentland’s name is bold, inviting and positive — making the brand functional and expressive.

Our Branding, Kentland Primary Logo

Logos

Primary

The following logo lockup is the preferred and acceptable way of reproducing the Town of Kentland logo. Our primary stacked logo can be used on any print or web material with a white background.

Download
Our Branding, Kentland Icon

Logos

Icon

The following logo lockup is the preferred and acceptable way of reproducing the Town of Kentland logo. Our primary stacked logo can be used on any print or web material with a white background.

Download
Our Branding, Town Seal

Logos

Seal

The following seal is preferred and acceptable to use on internal documents in an official Kentland capacity only. The official seal is not for any sort of external marketing purposes.

Download

Unacceptable Logo Configurations.

When it comes to brand recognition and professionalism, the logo should never be altered outside of the previous logo specifications.

Incorrect Logo Usage

Skew, distort or rotate

Do not skew the logos.

Incorrect Logo Usage

Text and typeface

Do not replace the typefaces.

Incorrect Logo Usage

Busy areas of texture

Do not use over busy textures.

Incorrect Logo Usage

White or colored boxes

Do not isolate the logo in a small box.

Kentland Primary Logo

Relative positioning

Do not reposition any elements.

Incorrect Logo Usages

Hue and tone

Do not use clashing colors.

Typography

A Lively Font System.

An inviting, bold, and positive narrative expresses Kentland’s community values while forging a brighter future each day.

Primary Headline, Bely Display

Primary Headlines

Bely Display

Use these selected fonts and weights for all print and web collateral. By adhering to these guidelines a unique and consistent look is created. Consistency is key, never use any fonts other than the Bely family.

Secondary Headline, Futura PT

Secondary Headlines

Futura Pt

Use these selected fonts and weights for all print and web collateral. By adhering to these guidelines a unique and consistent look is created. Consistency is key, never use any fonts other than the Futura PT family.

Alternative Headlines, Baskerville Bold

Alternative Headlines

Baskerville Bold

Use these selected fonts and weights for all print and web collateral. By adhering to these guidelines a unique and consistent look is created. Consistency is key, never use any fonts other than the Futura PT family.

Alternative Headlines, Century Gothic

Alternative Headlines

Century Gothic

Use these selected fonts and weights for all print and web collateral. By adhering to these guidelines a unique and consistent look is created. Consistency is key, never use any fonts other than the Futura PT family.

Icons and
Patterns

A Versatile Identification System.

Town icons used in addition to the logo are meant to express and identify numerous integral parts of Kentland. Although our primary logos are most commonly used — these icons are versatile, consistent, and help engage people who are interested in a particular aspect of the community.

Schools Icon

Schools

Library Icon

Library

Community Center Icon

Community Center

Agriculture Icon

Agriculture

Airplane Icon

Airport

Town Hall Icon

Townhall

Industry Icon

Industry

Courthouse Icon

Courthouse

Parks Icon

Parks

Public Works Icon

Public Works

Download

Patterns

Textured patterns can bring life to simple logos and help create memorable brand expressions. These elements are generally not presented front and center in our designs, yet they play a vital role in creating strong brand recognition. Some patterns are highly contrasted against the background and others are used as a subtle texture.

Green Triangle Pattern Group
Yellow Triangle Pattern Group
Orange Triangle Pattern Group
Download

Photos

Imagery Guidelines

Reflective of the town’s character — jovial families,verdant landscapes and small businesses are captured in a flash at the heart of Kentland.

Lifestyle Imagery

Our Imagery is a Warmhearted Experience

Lifestyle

We strive to use a diverse spread of family oriented photos which are symbolic of the
great quality of life in Kentland — while selecting imagery that is targeted towards the
copy and design of any marketing goal. Our family imagery must be welcoming, kind,
adventurous, playful, and inspiring. Avoid overly staged and blatantly stock imagery.

Download
Business Imagery

Our Imagery is a Driven Experience

Business

We strive to use a diverse spread of small business photos which are symbolic of Kentland’s legacy of hard work — while selecting imagery that is targeted towards the copy and design of any marketing goal. Our business imagery must be relatable, rural, professional, industrial, unique, skillful, and motivational. Avoid overly staged and blatantly stock imagery.

Download
Key Assets Imagery

Our Imagery is a Warmhearted Experience

Key Assets

We strive to use a diverse spread of small business photos which are symbolic of Kentland’s legacy of hard work — while selecting imagery that is targeted towards the copy and design of any marketing goal. Our business imagery must be relatable, rural, professional, industrial, unique, skillful, and motivational. Avoid overly staged and blatantly stock imagery.

Download
Headshot Imagery

Our Imagery is a Warmhearted Experience

Headshots

We strive to use a diverse spread of small business photos which are symbolic of Kentland’s legacy of hard work — while selecting imagery that is targeted towards the copy and design of any marketing goal. Our business imagery must be relatable, rural, professional, industrial, unique, skillful, and motivational. Avoid overly staged and blatantly stock imagery.

Download

Photo Misuses

We strive to prevent the misuse of photography by providing
simple guidelines. Staying in step with these tips will help create
a look-and-feel that’s authentic to Kentland’s brand.

Photography, Incorrect Usage

Skew, distort or rotate

Do not skew the photos.

Photography, Incorrect Usage

Photo filters

Do not add filters to the photos.

Photography, Incorrect Usage

Stock Imagery

Do not use obvious stock photos.

Photography, Incorrect Usage

White backgrounds

Do not use photos with blank white backgrounds.

Photography, Incorrect Usage

Photo outlines

Do not add outlines to the photos.

Photography, Incorrect Usage

Selective coloring

Do not selectively color photos.

Videos

Kentland in Motion

Using the power of video, we capture authentic Kentland experiences. They’re warming to town residents, attractive to outside businesses, and intriguing to its newcomers.