OUR BRAND


OUR LOGO

The Kowal Investment Group logo is the key visual representation of our brand. Removing the bar from the “A” turns it into an arrow pointing up, suggesting portfolio growth and upward momentum.

We have set certain guidelines to ensure the proper usage of our logo.

 

KOWAL

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KOWAL_CMYK-H

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arrow-rightOur distinctive arrow icon may also be used independently as a design element.

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REVERSED

When dark backgrounds are being utilized and legibility is imperative.

KOWAL-reversed

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ONE COLOR APPLICATION

When it’s a light background, use the dark logo. When it’s a dark background, use the white logo.

 

KOWAL_1color-grey

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KOWAL_1color-white

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SAFE ZONE

The safe zone around the logo is the height of the K in the logo. No major elements may be positioned within this safe zone.

KOWAL-safezone


SCALE

When scaling down the logo, for maximum legibility, do not reduce beyond the shown size.

KOWAL-scale


arrow-downINCORRECT USAGE

Kowal-IncorrectUsage

  1. Changing the color
  2. Adding extraneous effects or stokes
  3. Distorting logo in any way
  4. Rotating the icon within the logo
  5. Changing orientation/rotating logo
  6. Using the brand differentiator as a tagline
  7. Distorting the icon

COLOR PALETTE

The Kowal color palette suggests strength and stability. They stand out from the competitive pack, making Kowal communication more recognizable and memorable.

PRIMARY

The Kowal colors are warm and approachable. They were selected to authenticate our character and, like us, aren’t ostentatious or overbearing.

Kowal-Primary

ACCENTS

These colors are sophisticated and optimistic. Again, they avoid being gaudy or flashy. The accents are an excellent way to complement the primary colors in any communication piece. To stay true to the brand, we recommend that the accent colors never replace the primary colors.

Kowal-accents


TYPOGRAPHY

The Kowal typography, like our colors, was chosen to reflect our brand. Simple. Professional. Strong. Easy to understand. It helps illustrate the Kowal Brand Voice and Tone.

kowal-typography


PHOTOGRAPHY

The images should showcase individuals that are ready to start their new adventure in life. Photos will feature the Kowal demographic: men and women who are thinking of retiring. They’re eager to start enjoying the freedom that comes with retirement and to spend more time doing what they love with the people they love.

Image Attributes: real, sometimes surprising, never expected or cliché, active, engaged, observed, not posed or staged.

Kowal-Photography

arrow-downINAPPROPRIATE PHOTOGRAPHY

The images should stay away from anyone who looks too geriatric or too privileged.

Kowal-Photography-dont

 

Click here to download our style guide (PDF)