# Brand Standards

The KC NWSL brand standards is the definitive usage guide for all visual and verbal brand elements used to communicate with our stakeholders.

This Brand Standards guide summarizes some of the basic guidelines and proper application to ensure the correct and consistent use of the brand identity system. In addition to the logo, typography, color palette and other visual elements, specific directions are included to help strategically manage the visual communication materials. By effectively and consistently implementing the brand identity system, we protect the equity of the KC NWSL brand and support its positioning.

You can download the individual assets in each section. If you want everything, use the link below.

Download All Assets

## Logos

The KC NWSL logo can be used either in its Primary or Secondary format, depending on the best version for the layout. Do not reconfigure the approved logos. Different formats are provided, however use the following information to determine file type. All versions can be created from the origin AI or EPS files by using an “export as,” “save as,” or “save copy as” function.

#### Web

JPEG (or JPG) - Joint Photographic Experts Group

Probably the most common file type you’ll find on the web JPEGs are considered a Photoshop file in Adobe applications. The quality of a JPEG decreases as the file size decreases.

PNG - Portable Network Graphics

Not suitable for print, PNGs are perfect for interactive documents such as web pages. PNGs are considered a Photoshop file in Adobe applications. They are low resolution but can be edited without losing quality. The PNGs provided have a transparent background.

SVG - Scalable Network Graphics

SVGs are an XML-based vector image format for two-dimensional graphics and will support interactivity and animation. The SVG specification is an open standard developed by the World Wide Web Consortium (W3C). SVG images and their behaviors are defined in XML text files.

#### Print

PDF - Portable Document Format

PDFs were invented by Adobe to capture and review rich information from any application, on any computer and can be viewed by basically anyone. A vector logo in PDF format can be viewed without any design editing software, as long as you download the free Acrobat Reader software. With purchase of the Adobe Acrobat application, PDFs can also be manipulated.

EPS - Encapsulated Postscript

EPS is a file in vector format that has been designed to produce high-resolution graphics for print. An EPS can be created by almost all design applications. This is considered an Illustrator file in Adobe applications. The EPS extension can be used to open vector-based artwork in any design editor, not just the more common Adobe products. This means files can be handed off to designers who may be using older applications.

TIFF - Tagged Image File

A TIFF is a large raster file that maintains quality despite editing. This is considered a Photoshop file in Adobe applications. The original image data in a TIFF is maintained regardless of how the file is copied, re-saved, or compressed. However, TIFF images are not suitable for use on the web as download times can be long. TIFF files are commonly used when saving photographs for print.

#### Primary

Download

#### Secondary

Download

#### White

Download

#### Black

Download

#### Red

Download

#### Navy

Download

#### Teal

Download

## Color Palette

Correct use of color is an important element in the overall KC NWSL branding system.

PMS 2768 C

CMYK 100, 91, 37, 45

RGB 2, 29, 73

HEX #021D49

PMS 325 C

CMYK 57, 0, 25, 0

RGB 98, 203, 201

HEX #62CBC9

PMS 1797 C

CMYK 13, 94, 83, 3

RGB 207, 51, 57

HEX #CF3339

## Logo Format Overview

## Typography

Typography is an important part of the KC NWSL brand. The following typefaces have been chosen based on their craft, readability, and style. Please apply them with careful thought and attention to detail.

#### Acumin - Extra Condensed - Black

find Acumin on Adobe Fonts →

#### Objektiv MK3 - Regular

#### Objektiv MK3 - XBold

find Objektiv MK3 on Adobe Fonts →