2019
Welcome to
the KLA Brand
Guidelines
Brand Overview
01 Brand Overview | Our Brand
What’s our story? We’re optimists who believe
in the power of technology to make this world
a brighter, smarter place.
We keep things positive, upbeat, open and colorful.
We focus on the potential and the opportunity
in our words and visuals.
Optimism
01 Brand Overview | Our Brand
We’re energized by the role we play
in helping to develop and refine the
innovations that shape the future.
Our brand is simple, but bold. We’re
excited by all that humanity can achieve,
but we’re never arrogant about how
we tell that story.
Energy
01 Brand Overview | Our Brand
We partner with leading technology companies
to advance the next generation of devices and
experiences. Together, we go farther.
Collaboration, working together—the human side
of the equation is key to how we bring this to life.
Partnership is how we create new advantages for
our direct customers and consumers.
Togetherness
01 Brand Overview | Our Brand
We bring the theoretical and practical together.
We’re explorers and builders. Our curiosity always
keeps us on the edge of where discovery happens.
We look to the future, new ideas and new products. We like
to illuminate the next thing. Transformation happens when
we keep looking ahead.
Leading Edge
01 Brand Overview | Our Brand
Our primary goal is to help companies innovate,
inspire industries to evolve and have a meaningful,
positive impact on the world. Optimism isn’t just
our personality, it’s our firm belief in tomorrow.
Our beliefs are based upon our ability to deliver
on what we say—operationally and technically.
We act and speak with integrity and humility for
what our teams achieve and the impact we have.
Impact
Introduction
02 Introduction | Table of Contents
01 Brand Overview
Our Brand . . . . . . . . . . . . . . . 03
02 Introduction
System Overview . . . . . . . . . .10
03 Brand Strategy
Positioning . . . . . . . . . . . . . . .12
04 Verbal Branding
Brand Voice . . . . . . . . . . . . . . .16
05 Visual Guidance
System Toolkit . . . . . . . . . . . 21
Logo . . . . . . . . . . . . . . . . . . . . 22
Color . . . . . . . . . . . . . . . . . . . 33
Typography . . . . . . . . . . . . . . 38
Plus Patterns . . . . . . . . . . . . 40
Photography . . . . . . . . . . . . . 48
Tool Photography . . . . . . . . . 53
Tool Avatar . . . . . . . . . . . . . . 55
Bringing it All Together . . . . 56
06 Applications
Internal Communications . . 58
Stationery . . . . . . . . . . . . . . . 59
Confidentiality Footers . . . . 62
Email Signatures . . . . . . . . . . 63
PowerPoint . . . . . . . . . . . . . . 64
App Icons . . . . . . . . . . . . . . . 65
Product Branding . . . . . . . . . 66
Signage . . . . . . . . . . . . . . . . . 67
Visual Examples . . . . . . . . . . 69
07 Contact
Introduction
To support our updated brand, we have developed
a distinctive identity system . This is a creative toolkit
that includes strategy, messaging and a visual system .
Included is our company logo and a collection of colors,
typefaces and graphics that can be used in different
combinations to create a consistent look and feel for
all brand communications .
Communicating our brand depends on how we use
this system . In order to convey a strong brand story,
we need to use the system in the same way across
the company and across all communications . This begins
with maintaining a consistent visual style throughout
KLA communications . A visual style is not just a logo
but involves a combination of visual elements . Please
take the time to learn how to put these elements
together correctly .
For questions about these guidelines, or to have the
Brand Team review your communications, please contact
your Brand Team at brand.team@kla.com .
The Full Spectrum of Contents
10
A system is exactly what it implies . In order to create a strong and memorable brand, using all the elements in the system
is really important .
We’ve created a detailed visual system that gives you all the tools you’ll need to build the new KLA brand . The following pages will
bring you up to speed and you’ll be an expert in no time . Just remember the one, fundamental, high-priority word: consistency .
Our System at a Glance
02 Introduction | System Overview
Robotics
Robotics are re-inventing the way
factories work. We’re utilizing the
latest developments in optics, sensor
technology and A.I. to drive forward
industry 4.0.