Key Club brand guide

Brand yourself
& your club.

2
 keyclub.org/brandguide

Intro
Brand
A brand is just like you—a living, breathing
2 What makes Key Club look like Key Club
Logo
thing that’s constantly changing.
3 Wordmark
7 Creating Logos It adapts to new technology, trends and inspirations—and emerges as an even better version of itself. As our brand
8 Seal continues to evolve, we’ll be uploading new graphics and tools for you to use.
10 Kiwanis Service Leadership Programs logo
Co-branding Be a Key Club brand advocate
10 UNICEF
You’ll find important guidelines for using specific fonts, colors and other visual elements. Established with the help
Fonts
of experts and designers, these guidelines help unify Key Club International—keeping it recognizable around the
12 Font families
world. And that helps make your club recognizable. All of your club members, including fellow officers, should be
13 Fonts examples
Colors familiar with these standards. So share the information and provide guidance where you can!
14 Color codes
15/16 Color palette
Graphic elements
17 Pencils
18 Illustrations and graphics
Design examples
19 Print examples
20/21 Facebook covers
Photography
22 Tips
23 Guidelines
24 Examples
Merchandise
25 Tips
File extensions
26 EPS, JPG and PNG
Copy
27 Written style
Helpful links
28 Resources keyclub.org/brandguide

21
 keyclub.org/brandguide

Brand
What makes Key Club look like Key Club?

Fonts
Fonts
Fonts
Wordmark Seal Typefonts Colors

Key Club International is the old-

est and largest service program for
high school students. Its members
generally are referred to as Key Club
members, though Key Clubber is
acceptable. Generally, use Key Club
International on first reference and
Key Club on subsequent references.

Pin and other graphics Borders and Rules Copy style Photography

2
 keyclub.org/brandguide

Logo
Here’s our wordmark. With simple guidelines to make
it work for Key Club—and your club.

The Key Club wordmark is our

Black wordmark on
primary logo. When people see the white background
wordmark used consistently and
correctly over time, they’ll start to Downloadable as eps, jpg or png
recognize it. Include the wordmark
on all your Key Club stuff—so they’ll
associate your club with the name
they know.

White reverse wordmark

on black background

Downloadable as eps, jpg or png

Preferred color options for Key Club wordmark—blue, black or white

23
 keyclub.org/brandguide

Logo
Don’t crowd our wordmark. Give it lots of space.

Call it K space: Take the height of

the letter K—in whatever size you’re Primary use horizontal logo
using the wordmark—and allow a
“K space” all around the logo.

Height of the letter K

Stacked version

Vertical options

Minimum wordmark print size = 1.25 inches wide

Minimum wordmark web size = 90 pixels wide

24
 keyclub.org/brandguide

Logo
Don’t squish, stretch or shrink the wordmark.

When you change the logo by grab one of the corner handles
squishing or stretching it, you
change the brand.

Here’s how to change the size

X
while maintaining the logo’s
proportions:

1. Select the object.

2. Hold down SHIFT.

X
3. Move the mouse pointer over
one of the corner handles and
then click and drag the mouse.

X
4. Release the mouse button
before you release SHIFT.

scaled smaller than minimum size

25
 keyclub.org/brandguide

Logo
Please don’t make up new logos by combining
logos or graphics. Consistency is the key to
creating a powerful brand.

The logo is the logo. That’s how

we make it instantly recognizable
to people. When you mess with it,
X
it loses power. Keep it clean.

CHSX
26
 keyclub.org/brandguide

Logo
Make the logo your own. Personalize the Key
Club logo according to your school or district.

Key Club logo

Represent your club or your Key Club
activities by personalizing Myriad Pro (80% black)
your T-shirts, websites and printed
materials. You can include any infor-
mation you want—district name,
club name, your own name—as long
as you use official Key Club fonts.
Want some color? Highlight your
school’s name in one of your
school’s colors.

27
 keyclub.org/brandguide

Logo
Our tradition is real—show it with the seal.

The Key Club seal is our traditional

logo. You’ll see it on official materials
—pins, banners, the gong and gavel,
certificates and awards. Use it on all of
your official stuff, including T-shirts.

Preferred color options for Key Club wordmark—black, blue, blue/gold or white

28
 keyclub.org/brandguide

Logo
Don’t crowd our seal. Give it space too.

A simple rule of thumb: Take the

width of the outer circle and allow
that amount of space all around
the logo.

Minimum seal print size = .75 inches wide

Minimum seal web size = 54 pixels wide

Width of outer circle

29
 keyclub.org/brandguide

Logo
Get with the Programs. Use the
Kiwanis Service Leadership Programs logo.

Blue logo on white background

Downloadable as eps, jpg or png
Use the Kiwanis Service Leadership
Programs logo on all official Key Club
materials. Don’t place the Kiwanis
Service Leadership Programs logo right
next to the Key Club wordmark. Black logo on white background
Downloadable as eps, jpg or png
The Key Club wordmark should be
more prominent (e.g., larger size, top of
newsletter header, front of brochure),
while the Kiwanis Service Leadership
Programs logo should be less White reverse logo on black background
prominent (e.g., smaller size, bottom Downloadable as eps, jpg or png
of newsletter footer, back side of
brochure).

Preferred color options for Kiwanis Service Leadership Programs logo—black, blue or white

10
2
 keyclub.org/brandguide

Co-branding
Promote our partnership with UNICEF

Each year, Key Clubbers help a good

cause with Trick-or-Treat for UNICEF.
It’s fun, but it’s also important—for
children and for Key Club’s partnership.

Through 2020, all Kiwanis-family raised

funds through Trick-or-Treat for UNICEF
will support The Eliminate Project,
which seeks to eliminate maternal and
neonatal tetanus.

Preferred colors—90% black and 158 Orange

Preferred colors—black, 295 Blue and Cyan

11
2
 keyclub.org/brandguide

Fonts
Key Club font families

Century
Make sure you’re familiar with Myriad
Pro, Garamond Premier Pro and Abril
Display Italic. If you don’t have these
Myriad Pro Verdana
fonts on your computer, look for
downloads online. You can also buy
fonts at:
Gothic
myfonts.com
Primary sans serif font Alternate sans serif font Alternate sans serif font
adobe.com/type
fonts.com
fontshop.com

Abril
linotype.com
veer.com

For more about serif and sans serif Garamond Goudy Display
fonts, see page 13.
Premier Pro Oldstyle Italic
Primary serif font Alternate serif font Optional display font

In publications and presentations, an optional display font can be used for text such as pull quotes and title slides. Remember, display
fonts work best when they’re not overused. (Rule of thumb: no more than about 10% of the entire copy.) An optional display font,
Abril Display Italic, is shown in the Key Club Brand Guide. However, using a display font that’s not in the brand guide will not result
in point deduction for anyone applying for a distinguished officer award.

12
2
 keyclub.org/brandguide

Fonts
The pros in action—Myriad and Garamond

There are several types of fonts in

the Myriad and Garamond family.
Headline sample. 48 pt. Myriad Pro

Bold head goes here.

The Key Club International Office uses 14 pt. Myriad Pro Bold
Myriad Pro and Garamond Premier Pro. (body copy) Key Club International is the oldest and largest service program
You can go pro too! for high school students. Its members generally are referred to as
Key Club members, though Key Clubber is acceptable. Generally, use Key Club

K
12 pt. Garamond Premier Pro
Serif font International on first reference and Key Club on subsequent references.
Serifs are the small
lines tailing from (body copy) Key Club International is the oldest and largest service program
the edges of letters. for high school students. Its members generally are referred to as Key Club

K
members, though Key Clubber is acceptable. Generally, use Key Club
International on first reference and Key Club on subsequent references. 12 pt. Myriad Pro
Sans serif font
Without serifs.

13
2
 keyclub.org/brandguide

Colors
PMS, CMYK, RGB, HEX—crazy color codes
and when to choose them
There is no way to totally control color because every computer monitor, phone and tablet is
calibrated differently and every printer has different equipment. Do your best and use the correct
color system for your projects.

PMS
Pantone Color Matching System
For screen printing (banners, merchandise,
PANTONE T-shirts) and other professional printing
295 Blue (letterhead, business cards)

(Key Club blue)

CMYK
Cyan, Magenta, Yellow, Black (K)
For professional and desktop printing
PMS (brochures, posters, newsletters)
295
CMYK
RGB
Red, Green, Blue
100 / 70 / 0 / 40 For online use (web, video, television,
multimedia, electronic slide presentations)
RGB
0 / 47 / 95
HEX
HEX
Hexidecimal
For specifying color in code
003366 <body bgcolor=”E6E6FA”>

14
2
 keyclub.org/brandguide

Colors
Make it pop with color

PANTONE PANTONE PANTONE PANTONE PANTONE

Black 295 Blue 872 Gold Cyan 158 Orange
Color is a key component of any
successful brand. It can be
difficult to match across varying
media, but this chart will help you CMYK CMYK CMYK CMYK CMYK
get pretty close. Choose from our 0 / 0 / 0 / 100 100 / 70 / 0 / 40 20 / 30 / 70 / 15 100 / 0 / 0 / 0 0 / 61 / 97 / 0
RGB RGB RGB RGB RGB
palette—and pick the color code
35 / 31 / 32 0 / 47 / 95 180 / 151 / 90 0 / 174 / 239 245 / 128 / 37
that works for your piece. And on HEX HEX HEX HEX HEX
page 16, our quick note about 231f20 003366 b49759 00aeef f58025
the color codes will help guide
you through all those letters and
numbers.
PANTONE PANTONE PANTONE PANTONE PANTONE
174 Brown 187 Red Magenta 576 Green 122 Yellow

CMYK CMYK CMYK CMYK CMYK

28 / 86 /100 / 27 0 / 100 / 79 / 20 0 / 100 / 0 / 0 60 / 23 / 91 / 5 0 / 17 / 80 / 0
RGB RGB RGB RGB RGB
145 / 56 / 31 196 / 18 / 48 236 / 0 / 140 115 /152 /73 255 / 210 / 79
HEX HEX HEX HEX HEX
91381e c41230 ec008c 729849 fed450

15
2
 keyclub.org/brandguide

Colors
Want a few more options? Try these!

These supplemental colors go well

with the main palette on page 15.
They make a nice-looking addition
when you need a cool extra splash CMYK CMYK CMYK CMYK CMYK
of color. 45 / 49 / 24 / 1 24/ 13/ 99/0 56/ 38/ 22/ 0 45/ 0/ 33/ 0 2/ 31/ 100/ 0
RGB RGB RGB RGB RGB
149/ 131 /156 203/ 196/ 126/ 144/ 170 140/ 207/ 1 247/ 180/ 26
HEX HEX HEX HEX HEX
94829c cbc42d 7d90aa 8bcfba f5b419

The above colors are suggestions only. Additionally, when you convert a PMS color to CMYK, RGB or HEX, the conversion
formulas (i.e., the numbers under each formula) can be different between software programs so though the color may
look the same the value listed under each formula may be different.

16
2
 keyclub.org/brandguide

Graphic elements
It’s OK to scribble

Congrats! After all the years of lectures about good handwriting and proper penmanship, you’ve found a place where a little
scribbling is a plus. Key Club’s “scribble” graphic is a cool option for your materials. It’s designed to reflect your club’s spirit: fun,
informal and hands-on.
Be creative! Use the scribble pencil to
make headers for your newsletters,
add it to a T-shirt design or include it
on a recruitment poster.

And if you want a little variation, don’t forget your other options: the “solid” pencil and the “multicolor” pencil.

Find these graphic elements here:

keyclub.org/fad/cm/othergraphics.aspx 172
 keyclub.org/brandguide

Graphic elements
Eye candy

Illustrations and graphics will make

your Key Club projects even more
colorful and engaging. Here are
some fun elements you can use in
your materials.

        

Find these graphic elements here:

keyclub.org/fad/cm/othergraphics.aspx 18
2
 keyclub.org/brandguide

Design examples
Ideas in action

borders use the

Eye-catching colors Creative graphics Fancy fonts graphic elements
Use the back of this card as a quick reference tool.
Abril Display
type font

Key Club

BRAND
wordmark

GUIDE
use of
brand colors

Keyclub.org/brandguide
Myriad Pro
type font

192
 keyclub.org/brandguide

Design examples
Facebook cover photos

Find this and many other Facebook covers and profile pictures here:
keyclub.org/fad/cm/Social_media_graphics.aspx 20
2
 keyclub.org/brandguide

Design examples
Facebook cover photos

Find this and many other Facebook covers and profile pictures here:
keyclub.org/fad/cm/Social_media_graphics.aspx 21
2
 Photography
keyclub.org/brandguide

Resolution guidelines

Image resolution:
Shoot high-resolution photos. Most
digital cameras allow you to change the Print resolution specs for a horizontal image printed at 6”x4”
resolution, so you can select the quality Specs Low Resolution Medium Resolution High Resolution
of your photos as you take them. Pixels 900x600 1800x1200 3600x2400
Resolution 150 ppi 300 ppi 600 ppi
“Resolution” is an indication of the File Size 1.5MB or less 5MB or more 20MB or more
quality of your photos. The higher
the resolution, the sharper and more
Screen resolution specs for a horizontal image displayed at 6”x4”
detailed your photo.
Specs Low Resolution Medium Resolution High Resolution
Pixels 300x200 900x600 1800x1200
Resolution 50 ppi 150 ppi 300 ppi
File Size 175k or less 1.5MB or less 5MB or more

22
2
 keyclub.org/brandguide

Photography
Capture the moment

Plan ahead and

think about using
props and
Key Club-branded
Think about lighting materials
and composition

Keep background
simple
Bring the person close to
the camera and let the
background be far away

23
2
 keyclub.org/brandguide

Merchandise
Get the gear, make cool stuff

1. Work with a licensed vendor. When you get things printed, you want high-quality work. A
license is a good sign of a reliable, professional vendor.

2. See what you can do. Before you start, see what your vendor can do—and what options you
have within your budget. Vendors do charge extra for additional colors or imprint areas.

3. Go with PMS. Make sure you use PMS colors—not CMYK or RGB—so the colors that will be
printed on your merchandise match the ones you choose from the color palette.

4. Use vector art. Vector art, sometimes known as EPS vector art, is scalable. The EPS files you’ll find
on keyclub.org can be printed at any size.

5. Think about fit. When you’re designing, say, a T-shirt, think about where graphics fall on the body
when someone’s wearing what you’re making.

6. Get great gear online. Of course, high-quality, Key Club-branded attire (and other items) are
already available. Just go to the Key Club Store and order online: store.kiwanis.org/keyclub

242
 keyclub.org/brandguide

File extensions
The ABCs of EPS, JPG and PNG

Offset Print Use EPS JPG PNG

Adobe InDesign • •
EPS
Adobe Illustrator •

• •
Used for: High-quality print jobs,
printing with a vendor, T-shirts and QuarkXPress
other merchandise.

Techie terms: High-resolution,

Desktop/Printer Use EPS JPG PNG

• • •
vector-based art, scalable
Microsoft Publisher
JPG
Microsoft Word • •
• •
Used for: Websites, PowerPoint
templates, email, social media, Microsoft PowerPoint
some print

Techie terms: Low-resolution,

Microsoft Excel • •
raster-based, not transparent
(for print, use at least 300 dpi) Web/On-line Use EPS JPG PNG

Adobe Dreamweaver • •
• •
PNG
Used for: Websites, video, PowerPoint Other Program
templates, email, social media

Techie terms: Transparent,

raster-based, low-resolution
(not for print use)

25
2
 keyclub.org/brandguide

Copy
Your written style is as important as the way
your stuff looks. Remember these three things:

“convention”  1. Be consistent. It never hurts to have a guide. For writing style, Key Club follows The Associated Press
(AP) Stylebook.
Uppercase when used with the full
name of a specific Kiwanis International
convention.

Never write “the international conven-

2. Be concise. The fewer words you use, the better your message sinks in. Make your writing easy to
follow and fun to read. In fact, reread what you write—then revise. You might be surprised what you
tion.” Instead, say “the Key Club can do without.
International convention.”

“international” 
Uppercase when used in the formal
name of the organization and in other
3. Go easy on the eye. When it comes to visual appeal, the copy is important too. Don’t make people
feel overwhelmed by words. Got a series of items or instructions? Use a “bullet-pointed” or numbered
formal uses; otherwise, lowercase. list. Got a key point? Try subheads in bold type. Some people skim—so make it skimmable.
Never use alone with “president” (title),
“board” or “convention.” Instead, use:
Key Club International president or
Key Club International Board.

26
2
 keyclub.org/brandguide

Helpful links
Brand guide

keyclub.org/brandguide

Key Club marketing tools

keyclub.org/newtools

27
2
 keyclub.org/brandguide

File types
What to do when you have no clue
If I’m making a T-shirt, which file formats should I use?
EPS files and certain types of JPG files (made from Adobe Illustrator files) work well, because these file
types can be resized without losing quality.

If I’m making a printed piece, which file formats should I use?

If you design a printed piece, for the best quality, you should print at high resolution. You can create
a high-resolution PDF of an Adobe InDesign file, a Microsoft Word file or a Microsoft Publisher file. For
photos, JPG formats will work well. To be sure, ask your printer what would work best, and be sure to run
a test sample and check for quality.

What about a website or email?

For online materials, such as websites and email communications, JPG and PNG files will be your
best options.

282
 keyclub.org/brandguide

File types
What resolution do I need for photos for print?
For most print pieces, you’ll need a resolution of at least 300 dots per inch (dpi) if the original
photo will be the same size as what you’re printing.

What resolution do I need for photos for a website or email?

72 dpi, or dots per inch is adequate.

My club has some photos that our members have posted on Facebook. Can I use those
for a printed piece?
In most cases, no. When you upload photos to Facebook or other social media sites, the files are
compressed to a smaller size. The smaller size means your photos will not be at a resolution high
enough for a quality print. For best quality, use photos directly pulled from your camera.

What does “transparent background” mean and why does it matter?

If an image has a transparent background, that means you can place it on top of any color and
it will blend in. (Items that aren’t transparent often have a white background that shows up on a
non-white background.) PNG and GIF files have transparent backgrounds.

GIKC-517-193
292