Wednesday, November 30, 2011

Hello, Im Brandon and I rebranded the Kansas City Power and Light Company.
CONDUCTING COMMUNITY
Wednesday, November 30, 2011
This new design system was driven with this new tagline, Conducting Community.
Introduction to kcpl and project
Wednesday, November 30, 2011
KCP&L has been an active group of volunteers, assisting in communities throughout the midwest. Its members pride themselves
in engaging with customers on a local level.
Wednesday, November 30, 2011
So this new system brings their activity in communities like Joplin Missouri in their time of need to light, and and strives to assist
families in efcient energy practices.
We are happy to be your neighbors.
Wednesday, November 30, 2011
But unlike other power companies, KCP&L likes to keep in touch, close friends in the ght against air pollution and needless
spending.
" strives to provide efficient and affordable energy to any
and all Midwestern families as it implements and researches clean
and environmentally friendly energy production methods."
Our Mission
Wednesday, November 30, 2011
Heres the KCP&L mission statement. KCP&L strives to provide efcient and afordable energy to any and all Midwestern families
as it implements and researches clean and environmentally friendly energy production methods.
Progressive Neighborly Caring
Wednesday, November 30, 2011
These are the brand attributes, centered around a company with a great focus and devotion to their customers on a local level,
renewable energy resources, and an active role in shaping the community.
Wednesday, November 30, 2011
This focus on a diverse community of dedicated KCP&L customers got me looking upward. The companys linemen are constantly
high above the streets, hard at work on power lines and trimming back trees. Birds spend much of their time resting on the lines,
and create an interesting rhythm and pattern.
PATTERN
Wednesday, November 30, 2011
They inspired the new brand pattern, and represent families, diferent communities, and a diverse range of devoted customers.
THE MARK
Wednesday, November 30, 2011
This is the nal version of the brand mark. Its letterforms are a modied version of the FS Sparc typeface. Its K hints at lightning
bolt forms and its serifs alternate with rounded and at terminals to mimic the birds used in the brand pattern. They also took
on a horizontal stress, to better compliment the power line.
x= Letter
Height
x
Wednesday, November 30, 2011
Heres the black and white version, using black and shades of gray. The required space around the logo is equal to the height of
the logotype letterforms. The full logo with birds also doesnt stand up well to small sizes, so at small scale, the logotype should
be used without the birds.
Wednesday, November 30, 2011
On dark backgrounds the logo changes to gray and white for increased legibility. Since white is so bold, it adds hierarchy to
logotype, and highlights smaller accents like the bird legs and eyes that would get lost with darker tones.
Wednesday, November 30, 2011
And here is the logo with other comperables such as Entergy, PG&E, and Con Edison. Most power companies operate in an
abstract and geometric aesthetic, or focus on logotypes. KCP&L was no diferent, but the new mark stands apart from the rest,
and its colors are far more contemporary.
Kk
MINION PRO
regular
caption
italic
bold italic
Minion Pro has been adopted in our new branding
system. It's straight edges and rounded, undulating
curves mimic the birds and promotes our credibility.
It's professional, yet casual, and with such a large
family, it's a very fexible typeface to work with.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
.ncuiicui,ximovqvs10vwxvz
o1i,o,8
!?&()[\]| :\% , --~
A helping hand Established
THE TYPEFACE
Wednesday, November 30, 2011
For the brand typeface, I chose the Minion Pro family, not only for its wide variation in the family, but also for its contrast
between thick and thin strokes. It has a slight bite to it as well with its pointed serifs, and I think this works well with the jagged
and rounded forms found in the brands bird pattern. It also seems to have a sense of credibility and establishment, a necessity in
moving forward with a more casual and friendly tone with customers.
C= 0
M= 0
Y= 0
K= 0
C= 0
M= 26
Y= 96
K= 0
C= 62
M= 0
Y= 36
K= 0
Cloud White
Use for small details,
unless over yellow.
Spark Yellow
Second most used
color. Used in large
elds and over dark
imagery.
Sky Teal
ird Most used color.
Use sparingly as a
compliment. Not for
use in large elds.
C= 0
M= 0
Y= 0
K= 71
C= 0
M= 0
Y= 0
K= 90
Midday Steel Gray
Image lter. Use on
images with a lot of
type information to
provide better contrast.
Lights Out Gray
Most used color. Use
in any application.
Great for type contrast.
Wednesday, November 30, 2011
The systems colors are bright and playful, targeting audiences young and old. With dark grays placed with the brighter gold and
teal colors, I sought to play with contrast of lights and darks, referencing the presence and absence of light or electricity.
Wednesday, November 30, 2011
This photo provided inspiration for the gold and teal colors, efectively representing the vast elds of the midwest.
STATIONERY
Wednesday, November 30, 2011
This group shot of the systems stationary shows a varied use in the brand mark, logotype, and combination of color treated
photography and modest use of the Minion Pro font family.
Wednesday, November 30, 2011
Heres one of the business cards. The front bears the company mark, and the reverse side has employee information. Its
simplicity provides a much needed break in some of the brands dense use of photography, and uses exclusive use of the mark.
Wednesday, November 30, 2011
The envelopes use photography on one side, and solid dark gray on the back side. The inside uses the brands playful teal, a
friendly greeting from company to customer.
Wednesday, November 30, 2011
This is the invoice sent monthly to each customer. The teal is used in small areas where hierarchy is necessary, such as the
current month the bill addresses.
Wednesday, November 30, 2011
The invoice uses the same dotted line to separate customer information from company information. Its very simple, keeping
highly practical and cost efcient.
Wednesday, November 30, 2011
But the company is far more than printed materials. KCP&L is a leader in green technologies and renewable energy options.
Log In Register
mBlakely@gmail.com
AT&T 12:34 PM
Febrary
March
April
May
June
July
August
$85.98
$72.54
October
November
December
$99.61
$87.90
$74.13
$96.42
$74.07
September $63.88
Back
AT&T 12:34 PM
iPHONE APP
Wednesday, November 30, 2011
So Bill payment will be primarily handled through the new smartphone application. Background photography will highlight current
involvement around the community, and use similar design elements that the invoice used.
E
f
f
i
c
i
e
n
c
y
Time of the Month
SEPTEMBER 2011
Back
$63.88
AT&T 12:34 PM
Back Pay
Pay
C
o
s
t
Efficiency
SEPTEMBER 2011
Highest Usage TIME OF DAY
Least Efficient Appliance
Peak Energy Consumption
Tips for better Efficiency
$63.88
6:30 pm - 8 pm
Lamps/ Lighting
Mon. 16th, 7 pm
New High
Efficiency Light
Bulbs
AT&T 12:34 PM
Wednesday, November 30, 2011
But it will also provide in-depth charts showing each months efciency, and ofers tips to keep costs low and keep needless
energy usage as low as possible.
IMAGE TREATMENT
Wednesday, November 30, 2011
Photography is a strong element in the KCP&L design system, and puts the viewer right up there with the linemen. It shows the
courage and skill of the companies workers, as well as the dynamic forms in the power structures around the city.
Wednesday, November 30, 2011
Bringing the viewers level up to meet the linemens helps form a bond between them, and brings and understanding of their
dedication to keeping the power on and safe. But KCP&L workers aren't just employees. ey are neighbors, husbands, and family men. ey are people, and they need to
express themselves.
HARD HATS
Wednesday, November 30, 2011
Each lineman gets to choose their own bird from the pattern to get printed on their hardhats. is helps them stand out from other linemen and retain a sense of individuality.
T-SHIRTS
Wednesday, November 30, 2011
Awesome KCP&L supporters out there also get an awesome t-shirt, so you can show your support for green energy and local business. e ip side sports the tagline and shows you are a member of
the Kansas City power and light community.
Wednesday, November 30, 2011
Power has become such a large part of society, that KCP&Ls work is for the most part, transparent. The massive number of power
lines and transformers around the city, as well as the constant maintenence and upkeep from kcp&l workers goes largely
unnoticed. This was due to the brands white ambiguous work vehicles.
WORK VEHICLES
Wednesday, November 30, 2011
The KCP&L work vehicles are mobile advertising, and have a great impact on attention from the community. The new work
vehicles use the bright yellow to provide better contrast against the cold gray city and dark green trees. The bird pattern is
repeated here, and the logo rises into the sky with linemen at work.
BILLBOARDS
Wednesday, November 30, 2011
But there is stationary advertising as well, and billboards like this one will make use of dramatic photography combined with the
logotype.
Wednesday, November 30, 2011
Thanks for listening.