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