General Guidelines
- Any newly created deliverables should use the updated KBR color palette.
- Please do not copy elements from previously designed campaign visuals (i.e., Pentagon station) to create new visuals.
- Global Marketing has been working on templatizing some campaign designs. Currently, these include layouts for social media, publication ads, posters and more. Please reach out if you have any upcoming activations for which you were thinking of using the campaign look and feel and we can discuss the best path forward.
- All campaign content must be reviewed by Amanda Mark and Song Iu.
- If you have a specific design need and would like to use a specific campaign visual design, please reach out to Amanda Mark or Song Iu.
Visual Style
While the Washington Metro Pentagon station activation(s) made heavy use of secondary palette colors, typically, visual design should use the primary palette.
Exceptions can be made on a case-by-case basis.
Primary Colors
Secondary Colors
Visual Hierarchy
- Headline/opening clause
- THINK KBR.
- Tagline and logo
- Triangle mesh and arrow motifs
- Body copy (if applicable)
- URL
Headline uses Mr. Eaves Heavy in white. A subtle drop shadow can be used to help stand out from the background image if needed, but it should not be overpowering. If using the “THINK KBR” payoff line, visually separate from the headline by using one of the accent colors. The color chosen should be legible and complement the background image color scheme.
There are some background image options saved in this folder in the digital media library on Bynder. If you need to look for new images according to the specific topic, try to avoid busy images and cliché stock photos.
The triangle mesh can be used in different shapes and combinations according to different layout needs. The most common and versatile is a cluster over the top right corner. The white line should be 100% opaque, but you can dial up and down the line weight to achieve the right visual balance. The mesh should be an active element of layout but not too thin or overpowering compared to the headline.
There is a collection of helpful design files in the digital media library on Bynder.
More files will be added as they are created and collected, so be sure to check back regularly.
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