At a glance
A brand is more than just a logo or a slogan. A brand is a promise with which values, messages, and emotions are conveyed
At the core of it all is our brand purpose, our reason for being. This is where we find the passion to work, why we recommend our business to our friends and family as a place to buy from or even to work
Brand purpose (our why)
We help our customers with personal hygiene and offer high-quality products at a competitive price.
Three uniques (our how)
Safe | Simple | Useful
Brand niche (our what)
Manufacturer of Quality cotton based products.
Conceptual identity
Archetypes are especially powerful for branding because they connect deeply with fundamental aspects of human psychology. Kotoz has a blend of two archetypes.
Our dominant archetype is “Caregiver” & our supporting archetype is “Innocent”.
The Caregiver Brand Archetype
The one-word description for The Caregiver is altruism: the unselfish concern and/or devotion to nurture and care for others. This archetype is motivated to provide reassurance, service, advice, listening and an open heart to support the welfare of others. The Caregiver is compassionate, generous, efficient, self-sacrificing, patient, highly competent and an excellent multitasker. Able to find the silver lining in any cloud, the Caregiver remains calm in a crisis, makes friends with everyone, and radiates the lightness of optimism.
colors
BLUE
Strength, Competence, High Quality, Dependable, Trust, Tranquility, Peace, Integrity, Intelligence, Security, Balance, Calm, Safety, Committed.
TURQUOISE
Spiritual, Healing, Protection, Serenity, Introspection.
WHITE
Goodness, Sincerity, Purity, Balance, Calm, Fresh, Cleanliness, Easy, Innocence, Light.
The Innocent Brand Archetype
The Innocent is pure, virtuous and faultless, free from the responsibility of having done anything hurtful or wrong. The eternal optimist, this archetype’s glass is always half full. The Innocent lacks guile and corruption, and it seeks the promise of paradise. In its most powerful expression, the Innocent embodies a sense of oneness and renewal, representing inner peace and acceptance. This archetype can trigger nostalgia for simpler times.
colors
BLUE
Strength, Competence, High Quality, Dependable, Trust, Tranquility, Peace, Integrity, Intelligence, Security, Balance, Calm, Safety, Committed.
WHITE
Goodness, Sincerity, Purity, Balance, Calm, Fresh, Cleanliness, Easy, Innocence, Light.
YELLOW
Happiness, Warmth, Optimism, Clarity, Competence, Bright, Sunny, Energy, Joy, Enthusiasm, Enlightenment.
Tone of voice
How we talk is as important as what we talk about.
Genuine
We’ll always give it to you straight. No frills. No sales pitch. No upsells or over-promises. We aim to give our customers the best possible products to help them with personal hygiene.
Personal
Our care is selfless, not self-serving. We treat every person we help and everyone who helps us as an individual. We want them to feel care and compassion every time we interact with them. We are not yelling our message from the rooftops. We treat every individual with respect and powerfull.
Inviting
We are open and accessible to anyone and everyone who wants to assist us in our mission. We are not intimidating or directive. Cottorway Display is an Elegant Typeface with a powerful font family. It has a dependable and uncompromising style, with controlled letterforms and modern touches.
Helpful
Our number one priority is making sure we do whatever it takes to take care of our
customers hygiene.
We are patient, understanding, and will go to every length to ensure our customers are heard and taken care of. No problem is too large to overcome
Tagline
Kind, Time-filling, Zesty
Logo
The Kotoz brand logo consists of two components: the pictorial mark and the word mark.
The “cotton flower” as a design element may be used both with the lettering and on its own, depending on the available space. The “Kotoz” word mark stands beneath the pictorial mark, centered, and may be used both with the pictorial mark and on its own. The word mark is only available as a vector graphic, not as a font.
Logo family
Our logo is the face of the primary visual expression we use to identify ourselves, which means that we need to be careful to use it correctly and to do so consistently. Depending on the area of application, various versions of the logo are available. The “cotton flower” as a design element may be used both with the lettering and on its own, depending on the available space. The “Kotoz” word mark stands next to or beneath the pictorial mark, centered, and may be used both with the pictorial mark and on its own. The word mark is only available as a vector graphic, not as a font.
Digital minimum sizes
Print minimum sizes
Logo variations
The color of our logo depends on the background on which it is placed. The logo should always be used in such a way that it has a clear and confident presence in the layout. The blue version of the logo is used on bright backgrounds and the white version on dark backgrounds. A depth of shade of approx. 40 percent can be considered to be the threshold. How the logo is used on backgrounds with other colors also depends on the depth of shade. Additionally, it is permitted to place the logo on pictures, as long as the imagery is not too busy. On pictures, the blue or white logo version may be used, depending on the image brightness.
Clear Space
Clear space prevents type, imagery, or other graphic elements from interfering with the legibility of our logo. Around the Kotoz logo, there is a minimum distance that no other elements are permitted to invade – the so-called clear space. The base value for the size of the clear space is the width of the logo. All proportions and spacing are derived from this value. The distance corresponds to the height of the letter “K”, when it is placed on its side. Within this area, no other elements are permitted. It also applies as minimum distance between the logo and the edges of the page.
Color
Our colors are as important to us as our logo.
It is part of the personality of our brand.
Primary colors
“Blue Ribbon” is the key color of our look. It is not only the color of the logo, but also appears in all design elements of Kotoz.
“Apple Green” is used as an accent color. This brand colors purpose is to reflect the reliability, simple, healthy and accompanying character of Kotoz.
Neutral colors
“Black Marlin” and White are used mainly for text and as background color.
Secondary colors
Typography
Cottorway is our brand typeface that helps Kotoz to communicate as a brand.
Cottoway
Our brand typeface has to communicate the simplicity, amenity, and loveable character of the brand. While different size proportions are used to make the title lines the focus of attention and to motivate the reader to continue reading, the text is kept simple to make it easy to read.
Cottoway is a Sans Serif typeface that is pleasant to the eye and ensures maximum readability. Cottorway is used as brand typeface in all media. The specified typefaces have to be used correctly. For Office applications and in individual cases
where this is not possible, Arial is used as a
substitute.
Weights
Patterns
Patterns are a great way to strike a connection with our customers.
