Introduction
Structural elements including our logo, colour palette, images and font ensure the visual elements housed within Australia Defence and Security Solutions (ADSS) documents and templates are grounded and consistent.
These elements work together to ensure the KBR brand is recognisable wherever it appears and must be applied consistently and cohesively in alignment with the KBR Brand Guidelines.
The following content touches on the significance of each of these elements and provides the ADSS team with visual guidelines for practical use within the Australian market.
For detailed insight on application and use, view the key resources below, namely the KBR Brand Guidelines and Global Brand Standards Procedure.
KBR logo
The KBR logo is a symbol of our brand and an important corporate asset. It must be protected from misuse by ensuring consistent, high-quality reproduction wherever it appears.
Do not alter the scale or proportions of the logo, especially in ADSS templates – it has been applied in adherence with the KBR Brand Guidelines.
If you need to send the KBR logo to a third party for any reason, please contact the ADSS Corporate Affairs team to ensure the third party has correct intent to use, the correct version and the relevant section of the KBR Brand Guidelines are supplied and final application of the logo is reviewed and approved.
Colour palette
Colour is a useful way to supplement and support the information conveyed in documents and graphics. KBR’s primary and accent colour palettes significantly contribute to our cohesive look and feel, which is integral to maintaining and strengthening our brand image and recognition within the market.
When creating a deliverable of any kind, no colours outside of these two palettes may be used. A departure from the primary or accent palette is a deviation from KBR’s established brand identity.
Both the primary and accent palettes can be used to complement and contrast when developing visual content.
For presentation, online and digital documents and content, use the RGB or HEX codes for each colour and for documents developed for print production, use the CMYK codes.
Imagery
All imagery used in ADSS documents and content must adhere to copyright requirements, KBR's global standards and adhere to the following guidelines:
- Images must not be sourced from the internet or the 'Defence Imagery' website.
- Images of defence platforms or activity such as vehicles, tanks, aircrafts, guns, explosions and other hardware must have approval prior to use to ensure relevance and accuracy of platforms.
- Where possible, KBR's primary colour palette should be reflected in hero imagery selected for inclusion in key documents.
Please contact the ADSS Corporate Affairs team if you have any queries about sourcing or use of potential imagery.
Fonts
Consistent use of typography is an important component of our brand identity system. KBR uses one primary and two secondary fonts across all content:
- Primary font – Mr. Eaves XL Mod OT: For use across Adobe Creative Suite, Foleon and Canva content produced by global MarComms and ADSS Corporate Affairs functions.
- Secondary fonts – Tenorite: For use across Microsoft Office platforms by all KBR team members. Ensure you follow templates and template guidance when using this font in Word and PowerPoint documents.
Icons
Icons should visually suggest the real-world object, function or action they represent and should be dynamic yet easy to understand.
The 'KBR Icons' document houses the icons available. These align with KBR Brand Guidelines by maintaining a consistent look and feel and adhering to copyright requirements. Additional icons must not be sourced from the internet.
Key visual resources
KBR Brand Guidelines
The KBR Brand Guidelines define how the KBR brand should be presented to the world and ensure the quality and consistency of our brand. Additional detail on everything outlined above can be found in this document.
Global Brand Standards Procedure
The Global Brand Standards Procedure indicates rules, guidelines and requirements for KBR branding, globally. This document aims to establish a cohesive and consistent brand identity internally and externally across all markets and touchpoints.
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