Property, Product or Project Naming
When naming new properties, products or projects, be mindful of the way it will fit together with the FKP brand, and ensure you provide the Brand Guidelines to any creative agency working on naming for consideration.
The FKP Brand mark is not to be used as part of the name of a product, property or project. For the same reason, do not use the FKP Brand mark as part of the product, property or project Band mark and/or identity system.
Do not use our internal organisational structures in the naming of products, properties or projects or connect those structures with our products, properties or projects. Properties, products or projects are connected with FKP as a whole through the Brand mark.
Property, Product or Project Brand Marks
All our property, project and product Brand marks will be available in the Brand Toolkit. To add an existing Brand Mark or property, product, or project style guide, contact Corporate Communications and Marketing with the files.
All marketing material for each of these Brand marks and identity systems must be accompanied by the FKP Brand mark and its associated elements whenever used.
Getting the Identities and Endorser Philosophy Right
It is important to understand and get right the relationship with FKP as an endorser Brand mark.
In all marketing and communications for a property, project or product brand, the property, project or product has the dominant relationship with the customer. Approximately 95 per cent of the space available is for that property, product or project communication.
When a property, project or product brand mark is used, it is positioned in the bottom left hand corner, of the marketing or communication material.
The white step and FKP Brand mark take up the remaining 5 per cent of the space available as shown, and always appears in the bottom right. To understand the correct 'white step' usage, explore Use of the Brand Mark in the Brand Tool Kit. |