Brand Guidelines

640 E. State Road 434, Suite 1000 866-679-0699

Longwood, FL 32750 info@[Link]
 Contents

BRAND COMPONENTS BRAND EXTENSIONS

Logo Anatomy - Primary Mark 5 Pitch Deck 21

Logo Anatomy - Continued 6 Communications Suite 22
Logo Anatomy - K Icon 7 Brochure/Folder 23
Branded Offerings - Instant Assist 8 One-Sheets 24
Endorsed Brands 9 Brand Book 25
Logo Do’s and Don’ts 10
Clearspace + Minimum Logo Size 11
Color System 12
Brand Typography 13
Graphic Icons 14
Design Elements 15
Imagery Guidance 16
Brand Voice 19

2 | KUSTOM
 Welcome.
A brand is a promise, and it’s up to all of us to bring ours to life for our audiences.
These guidelines will help you put our brand promise into context as we effectively
communicate our value to the audiences we serve. From our logo to our brand
palette, this is your resource for making informed creative decisions that build on
the power of our brand communications. When we present a cohesive, relevant
brand image that aligns with the backbone of our brand, we demonstrate a powerful,
unified presence that inspires confidence everywhere we go. Accomplishing this
starts here. These guidelines function as a living document, and we need your help
to continuously evolve it as our brand expands in new directions.

Please email marketing@[Link] with any questions or comments.

3 | KUSTOM
 Brand Components

4 | KUSTOM
 OUR LOGOS
BR AND COMPON EN TS

Logo Principles Logo with Tag

Logo with Descriptor - Primary Mark

OUR LOGOS
LOGO WITH DESCRIPTOR

OUR LOGOS
Our logo carries the strength of our time-honored reputation
into the forefront of our brand. The Kustom name stands with
Logo with Tag
OUR LOGOSLogo with Tag
authority in all caps. Our “K” icon suggests progress, motion, and
momentum. And our descriptor identifies the business categories
we operate in as well as our longevity and expertise. Together,
these logo components work to build equity, meaning, and
relevance into our brand identity. For all of these reasons, the
Logo with Tag
Logo with Descriptor is our preferred usage.

Logo with
Emergency Number

Logo with
Logo with Emergency Number
Emergency Number
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 BR AND COMPON EN TS
OUR
OUR LOGOS
Logo Principles LOGOS
LOGO WITHOUT DESCRIPTOR
Logo with No Tag
OUR LOGOS
OUR LOGOS
Logo with Tag
Logo without Descriptor – Secondary Mark Logo with No Tag
Logo with Tag
For a clean, minimal look or when space is limited, use the Logo
without Descriptor. This version of the logo sufficiently identifies
our brand, but it is not the preferred usage.

Logo with Phone No. – Secondary Mark

Time is of the essence when people are facing a disaster scenario.
To make it easy to reach us in the quickest way possible, our Logo
with Phone No. incorporates our contact info directly into our mark.
Whenever our branded communication requires an exceptionally
Logo
K Iconwith
strong call to action, we rely on the presence of our phone number LOGO WITH EMERGENCY PHONE NUMBER
Emergency Number
within this logo lockup to function as a direct response prompt. K Iconwith
Logo
This makes is easier for our prospective customers to reach out to
Emergency Number
us, and it lets them know that we are responsive and aware of the
immediacy of their needs.

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 BR AND COMPON EN TS

Logo Principles K Icon

K Icon

K Icon
Our K icon can break away from the primary logo lockup
and appear as a standalone element, as long as our full
brand name appears elsewhere within the same design. For
instance, a letterhead design can move the K icon away from
the full logo lockup to create an oversized watermark that
adds a branded layer of depth to the overall design. Context
K Icon
K Icon
is everything, so make sure that the overarching brand is
visible and clear.

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 OUR LOGOS BR AND COMPON EN TS

Branded Offerings
Apparel Only
OUR LOGOS
OUR LOGOS
Apparel Only
Instant Assist
Apparel Only
OGOSTo add prominence to service extensions of the main Kustom brand,
use color and typography as connecting elements to make sure
connected brand entities take on a related look and feel. Red and
black are bold, high-contrast, attention-getting colors that work to
convey urgency in our main brand. By extension, these colors must
continue to portray similar urgency as they carry the brand forward
Instant Assist
into specific service applications. Likewise, our main font can serve
as a visual touchpoint that works to create a related yet distinct
branded feel.
Instant Assist
Instant Assist

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 BR AND COMPON EN TS

Endorsed Brands
OUR LOGOS
A Division of Kustom US
As we continue to expand our network of like-minded, industry standout NESTED
Total Restoration,
companies, we bring bigger and better capabilities into our mix. And those
FULL WIDTH
(PRIMARY RECOMMENDATION) (PRIMARY RECOMMENDATION)
A Division
divisional companies of Kustom
need to reflect USmaster brand in a way that
back to our
amplifies our combined strengths, enhanced buying power, and shared expertise.
Company Name
To accomplish this graphically, we underscore each identity with “A Division of Logo Company Name Lorem Ipsum
Logo
Kustom.” Although this line is intended as an addendum to the main logo of each
Icon
Lorem Ipsum Icon A Division of
division, it’s important to create maximum visibility around the Kustom logo as a
A Division of
critical anchor-point. Setting the lead-in text of “A Division of” in a medium gray,
thinly weighted sans serif font works to give prominence to the full-color Kustom
logo within this level of logo hierarchy. The full-color Kustom logo is preferred,
except when production constraints create color limitations. In those cases, use a
one-color version of the Kustom logo as an acceptable second choice.

FOR MORE INFO PLEASE SEE OUR CO-BRANDING GUIDELINES

Cat5 Restoration,
A Division of Kustom US PROPER USE EXAMPLES

OLD LOCKUP - DO NOT USE

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 BR AND COMPON EN TS

Logo Do’s and Don’ts

Logo Do’s
The Kustom identity will become more meaningful with ongoing consistency. NO STRETCHING WRONG COLORS
The logo must retain its original proportions, meaning the size and spatial
relationships of the logo typography must remain proportional to the source file.

DO use the mark consistently in all publications and visual material.

DO reproduce the mark according to th e colors specified in this manual.
DO allow the mark to stand distinct and clear of any other mark or text.
DO ask the Kustom US marketing team for assistance with any questions.

Logo Don’ts
Stretching the guidelines to accommodate individual exceptions will only serve
to dilute the brand.
WRONG FONT NO OUTLINES
DON’T modify, recreate, or redraw the logo or logo type.
DON’T scale (stretch/condense) the mark in word processing.
DON’T attempt to customize the name (wordmark) in word processing.
DON’T add photography or any other “art” element.

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 BR AND COMPON EN TS

Clearspace +
Minimum Logo Size
EXCLUSION ZONE

Exclusion Zone
To preserve its integrity and visibility, it is important to keep the mark clear of
any other graphic elements. An exclusion zone, shown to the right, establishes
spatial guidelines that protect the mark. This exclusion zone indicates the
closest distance you can position any other graphic element or message in
relation to the logo.

Minimum Logo Sizes

The logo shown at the bottom right is at the approximate smallest size allowed
for general print use. This is based on minimum height. To ensure quality
reproduction, never scale the logo smaller than this size. There is no maximum
size, provided a scalable vector format is in use.
MINIMUM SIZE
Because of the nature of responsive design and extensive screen variables, we
leave minimum sizing for digital applications up to the discretion of interactive
designers, who will need to test their logo sizing in various applications to allow
for acceptable logo visibility.

.26” .11” .41”

1.625” .75”
1.625”

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 BR AND COMPON EN TS

Color System

Color Usage
Color plays an important role in the Kustom identity. The colors, indicated below, make
up the main Kustom brand palette. This palette works to ensure a base level of color
consistency throughout brand communications. Consistent use of these colors will
contribute to the cohesive look of the Kustom brand identity across all relevant media.
Check with your designer, vendor, or printer when using the brand colors
to be sure they are able to produce media with the correct colors.

Red Rich Black

P CMYK: 5 / 100 / 83 / 0 WEB RGB: 225 / 29 / 57 PRINT CMYK: 75 / 68 / 67 / 90 WEB RGB: 00 / 00 / 00
PMS: 199C HEX: #E11D38 PMS: Rich Black HEX: #000000

APPAREL Thread: 1839 APPAREL Thread: Black

Red Shade Dark Gray

PRINT CMYK: 25 / 97 / 88 / 21 WEB RGB: 158 / 36 / 43 PRINT CMYK: 0 / 0 / 0 / 80 WEB RGB: 88 / 89 / 91
HEX: #9e242b HEX: #58595b

APPAREL N/A APPAREL Thread: 1440

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 BR AND COMPON EN TS

Brand Typography
Proxima Nova Headings (Proxima Nova Bold, 32 pt)
Typography plays a critical role in conveying personality, tone, and
quality. Careful attention to typographic details works to distinguish the
brand by achieving harmony throughout all Kustom communications.
Subheadings (Proxima Nova Extrabold, 18 pt)
Body copy (Proxima Nova Regular, 12 pt) Oloriandi alit, utatus ab ipiciene nonesen imusdandae velit
Use Proxima Nova Bold or Extrabold in sentence case for large
volupta temquis magnis magnis eturibus molupie nectum verument, sinvelendel ipitium la nis a core
headings and subheadings. Set body copy in sentence case using
soles iscipsae pro. Udandis ea sapicimusape sus idia prenia di aut aute si aliquas aut ratur aligendam
Proxima Nova Regular.
rerias repernatet eum il idi beat. Sum volest quam, cusamentio elictas que vendel et eaqui omnimag
natqui inctem aut fugitesequi tesciendunt lorem ipsum dolor set amut.
The complete Proxima Nova font family is available to purchase online
for commercial use.

Proxima Nova: [Link]

Proxima Nova Thin Proxima Nova Semibold

Web-Safe Typography
Proxima Nova Light Proxima Nova Bold
Whenever Proxima Nova is not available in any given operating
system, or when generating collateral for internal communications, Proxima Nova Regular Proxima Nova Extrabold
use Arial (included as a font option with Microsoft Windows). While
there are distinct differences between these fonts, Arial is a sufficient
Proxima Nova Medium Proxima Nova Black
replacement for headlines and short bursts of copy.

13 | KUSTOM
 BR AND COMPON EN TS

Graphic Icons

Icon Style
The style of icons must remain consistent throughout all Kustom collateral.
Icons are styled in a single weight line in red, white, and gray.

• Use red icons over a white background.

• Use white icons on solid red, solid gray, or a dark photographic

background.

• When color is not an option, use gray icons on white backgrounds.

Please ensure all icons are scaled proportionally. Do not include varying
line weights, or use solid fills.

14 | KUSTOM
 BR AND COMPON EN TS

Design Elements

Split K Motif
The Split K motif is versatile in its application. As a hero element, it adds a
bold graphic edge and commands visual attention whether facing forward or
backward. Use it at maximum strength in solid brand colors, or add depth and
texture with a multiply overlay. It is the cornerstone of our visual vocabulary.

Color Overlays
Use color overlays, like the multiply effect, in red and various tints of
Rich Black. Within the area of every color overlay, ensure that the image
underneath is pure black-and-white rather than a full-color image to avoid
muddy, murky, off-brand color combinations.

Boxes and Rules

As tertiary design elements in Kustom’s visual brand hierarchy, boxes
and rules are tools to accentuate and organize facts, figures, and small
blocks of copy. Aim for under a 0.5 pt. or 1 pt. stroke and avoid using
thick line weights, which can be visually distracting.

15 | KUSTOM
 BR AND COMPON EN TS

Imagery Guidance

Black-and-White Imagery with Deep Gray Overlay

Crisp, black-and-white imagery lends a classic, stable, and
timeless quality to our communications. Adding a multiplied
deep gray overlay mixes in a modern edge. Use this imagery
for presentation backgrounds or as slide “blanks.”
TRY TO

• Choose photos of team members collaborating. immersed in the job, and

actively working.

• To maximize brand equity, use the multiply effect on imagery. Exceptions can
be made for the sake of visual variety, but the usage should fall in line with the
examples featured in the Brand Extensions section of this guide.

• Use the Red overlay sparingly. Overall, the Rich Black overlay should be the
dominant overlay application, but Red can pop in to add visual emphasis and
appealing contrast.

AVOID

• Do not set text over black-and-white imagery that lacks an overlay, because it
create contrast and legibility issues. Do not use drop shadows on text.

• Just because it’s black-and-white, doesn’t mean it’s fair game. Choose
photographic, realistic imagery without complex geometric patterns.

• Don’t use staged, posed, exaggerated, or motion blurred photography. We are

sincere in our tone of stability and strength.

16 | KUSTOM
 BR AND COMPON EN TS

Imagery Guidance

Collaboration and Strength

Strong, straightforward, and sincere. We depict our team
members as calm, collected collaborators and as individuals
ready to take on any challenge. Our colleagues engage in
authentic conversations, interact with fellow team members,
and embody teamwork.

TRY TO

• Choose subjects who are actively engaged or immersed in their work.

• Mix photos of single individuals and pairs/groups to maximize variety.

• Intersperse full-color images with images that are back-and-white with overlay.

AVOID

• Avoid staged photos, subjects with forced smiles, and individuals directly
staring at the camera.

• Do not choose artificial backgrounds or studio backgrounds.

• Do not generate complicated Photoshop effects, obvious composites, or

double exposures.

17 | KUSTOM
 BR AND COMPON EN TS

Imagery Guidance

Textures & Closeups

Adding closeups of structural materials is a simple, effective
way to contribute detail and depth to any Kustom collateral.
Use this imagery intermittently to help break up a sequence
of other types of brand photography.

TRY TO

• Make sure the images are industry-appropriate. Blueprints, demolition,

construction, and cleanup are all excellent starting points.

• Stick with monotone or neutral colors, so that the brand palette

remains prominent.

• Choose images or textures that elevate the meaning of the

accompanying copy.

AVOID

• Do not feature generic subjects, like blue skies and plants.

• Avoid zooming in so far or cropping in such a manner that the subject

or object in the photo is unrecognizable.

• Don’t rely on visual business clichés, such as handshake photos.

18 | KUSTOM
 BR AND COMPON EN TS

Brand Voice Principles

Our brand voice touches everything we do, everything we write, and everything we say. It’s how people
hear us and how they remember us. And it’s how we share our bold vision for the future. We use our brand
voice to establish consistency across all of our communications, including advertising, PR, sales materials,
web presence, internal newsletters, and everywhere in between. This helps us reinforce our brand at
every touchpoint and distinguishes us in the marketplace. Without our distinctly clear, direct, approachable,
personal, capable, and reassuring tone, the Kustom brand experience wouldn’t be the same.

1 Clear + Direct 2 Approachable + Personal 3 Capable + Reassuring

In every sense, Kustom prioritizes clarity over complexity. We are confident in our process and proud of our position at We play a starring role in the comeback stories of our clients,
By extension, the way we communicate our core brand the forefront of our industry. But we don’t boast or express but we express that in a calm, collected, and positive way.
ideas must always be consistent, clear, and direct. We arrogance and superiority. We’re not in this for pride. Down to People look to us for our ability to influence outcomes,
keep things straightforward and simplify wherever we can, the root level, we’re in this to help our clients, and we speak and they expect us to renew their sense of security while
making things as easy as possible for our audiences. to them as partners. delivering solutions that make a difference. Our voice always
carries with it a positive, reassuring energy that suggests,
ONE WAY WE ACHIEVE THIS ONE WAY WE ACHIEVE THIS “We’re here to help you get back on track.”

We make things easier. Short words Whenever possible, we say “We ONE WAY WE ACHIEVE THIS
and concise sentences help. believe” rather than “Kustom believes.” We use exclamation points sparingly!
We don’t want corporate distance. We’re upbeat and energetic, not
We’re personal. We choose dialogue excitable and annoying.
over dictation every time.

19 | KUSTOM
 Brand Extensions

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 BR AND E XT EN SI ON S

Pitch Deck

21 | KUSTOM
 BR AND E XT EN SI ON S

Communication Suite

Trust that Builds

John Smith
Company Name
Address
City, State, Zip

Month XX, 20XX

To Whom It May Concern,

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blandit. Mauris ultricies mauris vitae nulla iaculis vulputate. Ut tincidunt vehicula rutrum. Sed venenatis
mauris dolor, sit amet efficitur libero euismod [Link] suscipit sed nunc sit amet dignissim. Integer
640 E. State
condimentum sollicitudin lorem, sit amet hendrerit ante volutpat [Link] 434, id
Mauris Suite 1000 enim. Cras sed
hendrerit
mauris risus. Sed vel aliquet nisi, vitae bibendum purus. Longwood, FL 32750
Aliquam varius consectetur ex.

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Sincerely,

Andrew Zavodney
Chairman & CEO

640 E. State Road 434, Suite 1000 866-679-0699 [Link]

Longwood, FL 32750 info@[Link]

22 | KUSTOM
 BR AND E XT EN SI ON S

Brochure/Folder

23 | KUSTOM
 BR AND E XT EN SI ON S

One-Sheets

Introducing KUSTOM,
where you experience
Trust that Builds.

What our Our Services

clients have
to say?
MAKES MY LIFE EASIER
“I don’t know how other restoration companies are,
but KUSTOM makes my life easier. As a one-person
department that’s a huge factor to help me get Fire Water
my job done.”

RELIABLE PARTNERS
“KUSTOM always has my back. I know they’re
one of the most reliable partners out there.”

TOP OF THE INDUSTRY

“I really am not sure what I would do if I couldn’t
work with KUSTOM, they’re my largest go-to and Mold Reconstruction
really one of the top partners I’ve worked with.”

ANY SIZE, ANYWHERE No one ever plans on disaster, but when disaster
happens, you need a recovery plan, [Link]’s
“As a national provider, I never have doubted
why Kustom does more than restore and rebuild—
KUSTOM’s ability to manage my projects of any
size, anywhere around the country.”
we build trust. Experience the power of partnership
and get back on track faster with Kustom.

Cleve Morton Matt Hensley

[Link]@[Link] [Link]@[Link]

KUSTOM ONLY CO-BRANDED

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 BR AND E XT EN SI ON S

Brand Book

25 | KUSTOM
Thank you.

640 E. State Road 434, Suite 1000 866-679-0699

Longwood, FL 32750 info@[Link]