Klipsch® Branding Guidelines 2012

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View the PDF Brand Guidelines document.
Download the zip file of hi-res logos in various formats here.

Klipsch Group, Inc. is the holding company for the Klipsch®, Jamo®, Energy® and Mirage® brands and all corporately owned sales offices. Each brand, distribution company or sales office is referred to as Klipsch Group.

All product-related materials including packaging, publications, advertisements, marketing tools, video and online marketing should always include:

©2012 Klipsch Group, Inc.

The following information outlines the proper use of Klipsch® logos on marketing and promotional materials, signage, packaging, products and press releases. To maintain the strength of the Klipsch® brand and provide maximum clarity for consumers, the Klipsch® logo must be used in a consistent manner, as detailed in these guidelines. Klipsch® artwork can be used only by authorized distributors and dealers with a current, signed agreement and Klipsch-appointed suppliers.

To further ensure a more consistent approach to branding, instructions for proper tagline use, a point of contact to determine the proper use of current applicable Klipsch Group trademarks, media guidelines and information on the use of product photography are also included.

KEEPERS OF THE SOUND™
Campaign idea
The genesis of something very, very special occurred in a tiny tin shed in Hope, Arkansas in 1946. When Paul W. Klipsch invented the Klipschorn, he gave rise to a technology that would impact generations of music lovers. His passion enabled theirs. This campaign brings this story to life. It isn’t a marketing ploy. This is a story from the history of America and one of its great geniuses. It is truth. Our "Keepers of the Sound" campaign will expose and balance the rational, technological side of the Klipsch story with the emotional side, in which we demonstrate how Klipsch allows people to connect with their favorite music like no other brand. We’ll demonstrate how PWK’s revolutionary sound lives on and that at Klipsch, we are here to keep the flame burning. We’re here to pass the legacy along. We are knights and humble servants of audio’s holy grail. We are Keepers of the Sound.

The voice of the brand
Our goal in this campaign is to reflect the purity of the sound that Klipsch Speakers generate. The Klipsch voice is defined by Klipsch audio principles. No noise. Nothing unnecessary. Pure and rich. Simple and powerful. No bullshit. The tone may be witty, but it should never be cute or contrived. While Klipsch speakers may rock, dominate and kick ass, the copy should never sell this too hard, leaning more on revolutionary technologies that enable people’s connection with and Reaction to their music, whatever that music and connection may be.

Photography
Images should be true to life. Not posed. This is a real story. That reality should be captured in the look. When telling the brand story, we’ll use black and white with potential for spot color. The content should feel organic. Contrast is high, but should never feel unnatural. Whites are not completely blown out. Blacks are crushed but feel natural as well. Images should be simple, but emotional and evocative. Grain and imperfections within a photo should be appreciated, as they come with the authenticity of spontaneous emotion and engagement.

PWK imagery
The Portrait to the right should be used in all visual references to Paul W. Klipsch. This image portrays the founder in his best light - as an American audio pioneer and member of the Engineering and Science Hall of Fame.

Type
Hit the Road is our font. While the letters are lightly distressed, the objective is intended to bring an energy out of the rest of the layers in the piece. Body copy is kerned at 30 points to enhance contemporary feel. Headlines are the same. The leading is increased, but not to dramatically, to help with ease of read.



Paul W. Klipsch seal
Klipsch is a company built off of the creative engineering of its founder. His innovation, technological discipline, and no bullshit attitude lives on in every product made today. By including the PWK seal, Klipsch guarantees this: the legend in sound himself is ingrained into the workings of each Klipsch product. It is a reminder of the Klipsch heritage; who started the revolution, when it happened, and where it began.

• The PWK seal should accompany all Klipsch layouts.
• The seal should remain white, never inverted.
• (Exceptions include the use of the seal in promotional products such as stickers, shirts or buttons).
• Do not isolate the seal. The seal should always lay on additional photography. (Exceptions include the use of the seal in promotional products such as stickers, shirts or buttons).
• The seal should never be on top of a product image.
• The seal is intended to be 'stamped' on a one dimensional photo, whereas a product shot resting on top of a photo is representative of a multidimensional element which could not then have a stamp laying seamless on top.
• The seal should not serve as the key focal point, do not center. Offset position of the seal to complement the layout and create balance.
• The seal should bleed from the spread whenever appropriate.
• Do not undersize the seal. Shrinking the seal increases the aesthetic density and loses the light-weighted nature of its curves and lines.

Headline treatment
Headlines are understated. Don’t let style overwhelm substance. KLIPSCH is about telling the story, not selling it. This delivery equates to intelligence, quality, and refinement. Refer to ‘Type’ for additional guidelines. On selective mediums with user-world imager, the message may be delivered with a larger, bolder energy. These mediums may include banner ads, outdoor boards and posters. In these instances, headlines should bleed off the top or side of the ad space. The bleed should not exceed clipping off 50% of the first character’s stem, bar, or ascender, per line. This treatment represents an organic crop of the medium. The work should not feel machine processed, but handmade and specialized. This treatment is representative of the authentic energy, emotion, and craftsmanship that is associated with each Klipsch product, beginning with its very origins in PWK's tin shed. Legibility is always a key component. If the sizing of an ad space, such as a small banner ad, reduces legibility of a bleeding headline, the headline may be pulled down comfortably into the ad space.



Black paper texture
An organic black textural paper layer will be utilized across work (example above). This element will add depth, commit to a handmade, human element that supports the brand heritage and brings a sense of quality based on longevity.

The Klipsch® Logo
The Klipsch logo is accompanied by the trademarked “Keepers of The Sound” tagline in its fixed position, located beneath the logo. A reserved mark is included to the right hand side of the logo, and a trademark sign to the right of the tagline. The logo should be used exclusively in version 1: white, and version 2: black. Proportions must remain fixed when resizing. The logo should be used and provided in the appropriate EPS file format. All text is outlined in a compound path. 

For hi-res jpeg images below:

• Click on the icon next to the logo to open the high-res image
• PC users right click on the opened image and "Save Image As"
  
• Mac users "Control + Click" and "Save Image As"