Brand guidelinesMarch 2022
Page 2KPMG brand guidelines Our brand strategy 3 01 Why our brand matters 4 02 Our brand strategy 5 Our brand attributes 6 What our brand positioning means for KPMG 7 Our insight framework 8 01 Our insight framework 9 Insight criteria 10 Insight checklist 11 Inspiration for uncovering insights 12 Tone of voice 13 01 Voice principles 14 Smart 15 Clear 16 Confident 17 Our updated voice principles 18 02 Voice principles in action 19 Visual system 21 01 Our brand elements 22 02 Logo 23 About 24 Primary logo 25 Primary logo: Background use 26 Logo as hero 28 Scaling the logo as hero 30 Creating the masked image logo as hero 31 Creating the solid color logo as hero 32 Logo as hero: Style summary 33 Using type with the logo as hero 34 Logo clear space 35 Logo minimum size 36 Logo placement 37 Logo alignment 38 What not to do 39 03 Color palette 41 About 42 Primary palette 43 Color palette proportion use 44 Primary color use 45 Gradients 46 Infographics and chart color 48 Infographics color use 49 Chart color use 50 Color specifications 51 What not to do 53 04 Typography 54 About 55 Marketing material fonts 56 Web and app fonts 57 Desktop font 58 Marketing, web/app and desktop font comparison 59 Type in use: Digital 60 Type in use: Digital publication 61 Type in use: Print 62 Hierarchy 63 Typography and color use 64 Type color in social media 65 Type and layout 66 Quick-reference web accessibility guidance 68 What not to do 69 05 Graphic motif 70 About 71 The window 72 Window use 73 Style 1: Window behind people and objects 75 Style 2: Window as type holding shape 79 Style 2: Type holding shape standards 81 Style 3: Window as image holding shape 82 Style 3: Images breaking the window 86 Style 4: Highlighting action-oriented content 87 Window minimum size 88 Window maximum size 89 The window: Neutral image tones 90 Achieving neutral tone in imagery 91 Color layer transparency details 92 Color layers: Example 93 The window in social media 94 What not to do 95 06 Imagery 97 About 98 Hero and support imagery 99 Hero images: People in life 100 Hero images: Architecture 101 Table of contents Hero image color treatment 102 Maintaining diversity: Skin tone adjustments 103 Hero images: Abstraction 104 Support imagery: General criteria 105 Support imagery: Category examples 106 Spectrum of neutrality 107 Support imagery: Portraits 108 What not to do 109 Brand in action 110 Publications 111 PowerPoint 113 Social 114 Events 118 Signage 122 Website 123 Mobile 124 Appendix 125 Accessibility & KPMG 126 Web Content Accessibility Guidelines (WCAG) 127 W3C color compliance 128 Contact 137
KPMG brand guidelinesPage 3 Our brand strategy 01 Why our brand matters 4 02 Our brand strategy 5 Our brand attributes 6 What our brand positioning means for KPMG 7
KPMG brand guidelinesPage 4 Our brand shapes the expectations people have of KPMG. Whether it’s a candidate considering joining us, an organization deciding to work with us or an existing client extending their relationship with us, the reputation of the KPMG brand informs stakeholder decisions and action. Similarly, brand provides focus for our own decision making, driving efficiency and supporting innovation. For these reasons we invest in our brand, maintaining it as an asset and strategic lever for driving growth. A strong KPMG brand helps us capture market share from our competition, be known for the full extent of our services and create more impact for our communities. We can be proud of the KPMG brand and we are all committed to delivering on it. 01 Why our brand matters
KPMG brand guidelinesPage 5 02 Our brand strategy Positioning statement Every day, enterprises see increasing complexity, conflicting choices and infinite information. We see a world of opportunity—one where enterprises and individuals have the insights they need to build trust, transform and succeed. From uncovering ways to digitize the audit, to enabling new sectors to take off, to building sustainability and resilience into economies, we know insights reveal new opportunities for all. Our role is to bring to bear innovative technologies and processes that translate insights into action. Whatever the challenge, we’ll convene the right people to face it. Diverse and dedicated problem solvers, connected by a common cause. Experts tailoring data-driven solutions and shaping intelligent systems. Teams sparking outcomes that align with your values, build trust with your stakeholders and accelerate your transformation. Because when people and technology are in harmony, opportunity is everywhere. Short-form statements KPMG. From insights to opportunities. Insights can lead to new opportunities for all. When insights drive action, great outcomes happen. Let’s uncover a world of opportunity together. Brand attributes Insightful Inclusive Passionate Outcomes-driven
KPMG brand guidelinesPage 6 Our brand attributes We’ve refreshed our brand attributes to reflect our new positioning. Think of our attributes as the traits that describe what we’re like as people, consultants and colleagues. They express the qualities we bring to each engagement. Our brand attributes work alongside our brand values and voice principles to define who we are as an organization. Our values convey what we believe and guide how we act. Our voice principles describe how we sound and shape how we write. Our brand attributes help us complete the picture, so to speak, by underscoring what makes a KPMG experience unique. Insightful We reveal unseen opportunity by bringing global expertise and innovative thinking to everything we do Inclusive We bring together diverse perspectives and skills, because this leads to deeper insights and greater outcomes Passionate We’re driven by a desire to help people realize opportunities and earn the trust of our stakeholders Outcomes-driven We work shoulder to shoulder with our clients to help them achieve better outcomes
KPMG brand guidelinesPage 7 What our brand positioning means for KPMG Our brand positioning reflects our unique strengths as KPMG, and what our stakeholders are looking for and value. We know that insights are fundamental because they illuminate new opportunities. And with KPMG’s help, people can act on those insights, realize opportunities and achieve new outcomes. Single-minded and tangible, the positioning provides us with a clear focus. It speaks to our technology and people agenda. It helps us to grow established services like audit, just as it accelerates our success in newer areas like ESG. The positioning is designed to help inform and guide our client and people experience. Part of that experience is communications, but most of it is in our everyday interactions. It requires us to invest in insights across our systems, processes and behaviors. And to set high standards for quality, consistency and clarity. Our brand positioning is what we want to be known for and how we work. While our brand positioning can change over time, it is always rooted in our Purpose like our Collective Strategy and our Values. On the following pages, you will find guidance on how to use this work in your everyday life.
KPMG brand guidelinesPage 8 Our insight framework 01 Our insight framework 9 Insight criteria 10 Insight checklist 11 Inspiration for uncovering insights 12
KPMG brand guidelinesPage 9 Information and analysis Data & analytics Global & industry trends News & geopolitics Industry expertise Social listening Client data & stories Expert perspectives Opportunities Growth Efficiency Innovation Trust Sustainability Value Purposeful Outcomes Benefiting: Clients Stakeholders Communities 01 Our insight framework A KPMG insight is a concise expression of what’s been learned based on facts. We then use these insights to illuminate new opportunities for organizations and individuals. And through KPMG’s services, people can take the actions that will realize those opportunities. KPMG insights An insight should aim to… Leverage proprietary/unique data Provide a new perspective on an existing issue Present information to inform better decisions Demonstrate a depth of understanding Reveal an unseen opportunity or connection Every insight should be… INTUITIVE but not obvious DATA-DRIVEN but not data-centric SPECIFIC but not inaccessible ACTIONABLE but not instructional KPMG expertise and solutions
KPMG brand guidelinesPage 10 Insight criteria Ideally, each KPMG insight should… • Leverage data, preferably proprietary or unique to KPMG • Provide a new perspective on an existing issue • Present information in a way that helps inform better decisions • Demonstrate an unexpected depth of understanding • Reveal an unseen opportunity or connection
KPMG brand guidelinesPage 11 Insight checklist Use this checklist to strengthen an insight: Intuitive but not obvious Something readers can imme- diately see the value in, but not something they already knew or simply describing a client issue This: The legalization of online sports betting has created new opportunities for the sports, media and gaming companies to grow, and the winners are those focused on fan-centric ecosystems. X Not this: The rapid increase in popularity and legalization of online sports betting is creating new opportunities for sports, media and gaming companies to grow. Data-driven but not data-centric Built from and supported by real evidence, but not just data on its own without interpretation This: With two-thirds of executives at global corporations believing decarbonization efforts will adversely impact their workforce, there is an opportunity to mitigate internal resistance by instituting new decarbonization incentives for employees. X Not this: Nearly two-thirds of executives at global corporations anticipate some adverse impact from corporate decarbonization efforts on employees. Specific but not inaccessible Relevant to a particular subject area or stakeholder, but not difficult for a broader audience to understand This: Firms with greater operational resilience are ones that have a deep understanding of how external stakeholders will respond to service disruptions, which helps them ensure trust and governance. X Not this: Firms with greater operational resilience are ones that have well-defined service-level thresholds and highly calibrated impact tolerances that inspire stakeholder trust and governance. Actionable but not instructional Sparking action and encouraging readers to engage with KPMG, but not a directive statement about what to do This: Customers are more likely to trust organizations that invest in data security, placing a high value on a federated IT organization and partnerships with established industry leaders. X Not this: Companies should invest in data security and partner with established industry leaders to build trust among their customers and thrive in an increasingly digital landscape.
KPMG brand guidelinesPage 12 Inspiration for uncovering insights Here are some places insights may be found: Confluence of macrotrends The combination of macrotrends and their compounding effects Convergence of industries, e.g., gaming, sports and media Anomalies Deviations within data that are a break from the year-over-year norm, or set a new precedent An increase in green-labeled financial products and how firms should respond Challenging conventions Contradictions of accepted wisdom Decarbonization is as much a human capital challenge as it is financial Pain points What are the moments or experiences that generate the most pain, and what is causing it? Common challenges in risk management and KPMG’s solutions The edges What are early adopters, extreme users and industry innovators doing that may become the “new normal”? “Future of” industries and sectors Analogies What can X learn from Y? Gaming advances leading to extended reality in the workplace
KPMG brand guidelinesPage 13 Tone of voice 01 Voice principles 14 Smart 15 Clear 16 Confident 17 Our updated voice principles 18 02 Voice principles in action 19
KPMG brand guidelinesPage 14 Our voice principles shape the distinct tone of our communications. We call this tone our “brand voice.” Together with our values and attributes, our voice helps us express the character and personality of our organization. Our brand voice is one of the most powerful tools we have for bringing our brand strategy to life. When we communicate in a voice that’s unmistakably ours, we not only stand out among our peers — we create more immediate connections with our audiences. These connections make it easier for our audiences to hear and remember what we have to say, from the insights we deliver to the opportunities we point them toward. Three principles define our voice: smart, clear and confident. They are long- standing voice principles of ours, but we’ve refreshed them so that they reflect our new strategy. Each principle captures an essential element of our writing style. When they’re used together, they create the tone of our communications, helping us deliver our new strategy in a voice that’s unique to KPMG. Our principles influence the words we choose, the sentences we build and the content we ultimately put out into the world. The following pages provide detailed definitions of our voice principles. Each principle is paired with specific writing instruction. At the end of this section are a few examples of our voice principles in action. 01 Voice principles
KPMG brand guidelinesPage 15 Smart Because our insights reveal new opportunities that people can realize. This means that we: Express ourselves with intelligence but never arrogance, bringing together the practical and the aspirational. We sound: Bright but not academic Sharp but not slick Thought-provoking but not confrontational When we communicate, we: Connect insight to opportunity. Approach issues from fresh, thoughtful angles and spotlight the opportunities they reveal. Think out loud. Pose questions and be willing to hypothesize. Show our work. Share other expert insights and viewpoints that shaped our thinking.
KPMG brand guidelinesPage 16 Clear Because we connect information directly to insight. This means that we: Express our ideas in ways that are transparent, elegant and accessible to all. We sound: Conversational but not casual Simple but not simplistic Precise but not rigid When we communicate, we: Organize and explain. Break down information for a layperson’s understanding. Use everyday language. Write with a natural, accessible style. Get to the point. Express our insights and points of view succinctly and unambiguously.
KPMG brand guidelinesPage 17 Confident Because we have a distinct point of view and we’re eager to share it with the world. This means that we: Express ourselves with certainty, positivity and an optimistic attitude. We sound: Bold but not brazen Assertive but not aggressive Expert but not arrogant When we communicate, we: Show conviction. Convey confidence in our insights, backed by our experience and expertise. Focus on the positive. Reflect optimism about both immediate and future outcomes. Highlight our successes. Demonstrate our track record of connecting insight to opportunity with specific proof.
KPMG brand guidelinesPage 18 Our updated voice principles Smart Because our insights reveal new opportunities that people can realize. We sound: Bright but not academic Sharp but not slick Thought-provoking but not confrontational Clear Because we connect information directly to insight. We sound: Conversational but not casual Simple but not simplistic Precise but not rigid Confident Because we have a distinct point of view and we’re eager to share it with the world. We sound: Bold but not brazen Assertive but not aggressive Expert but not arrogant
KPMG brand guidelinesPage 19 02 Voice principles in action Example 1 Instead of this… Sustainable finance continues to gain traction as pressure rapidly mounts from regulators, investors and customers to prioritize environmental, social and governance (ESG) criteria throughout the financial landscape. Putting sustainable financial principles into practice and operationalizing a more sustainable business model can offer many benefits, including better performance leading to greater access to capital, reducing risk and driving long-term value. Try this A sustainable business model yields a big upside: better performance. That means greater access to capital, reduced risk and stronger long-term value. Little wonder that customers, investors and regulators expect companies to prioritize environmental, social and governance (ESG). Sustainable finance practices are not only here to stay, they’re shaping the future of business. Because • Leading with an insight and spotlighting the opportunity it offers clients shows how we’re smart • Breaking down information and embracing a more conversational approach shows how we’re clear • Framing the issue in positive terms while adapting an assertive, expert tone shows how we’re confident
KPMG brand guidelinesPage 20 Voice principles in action Example 2 Instead of this… When businesses reopen their doors, will organizations go back to working the way they were? Or will they capitalize on the insights, improvements and investments recently made to advance the future of work? At KPMG LLP, we help organizations enable more agile, data-driven approaches to empowering their people and business—no matter where they work. Learn how. Try this When businesses reopen their doors to a post-COVID world, they’ll be faced with an incredible opportunity: advancing the future of work. We can help your organization foster a more agile, data-driven approach to the workplace. Fueled by insights, we’ll capitalize on the improvements and investments you made during the pandemic, so you can empower your people and your business from anywhere. Because • Spotlighting the opportunity that comes out of a challenging situation shows how we’re smart • Getting straight to the point in the opening paragraph shows how we’re clear • Focusing on the positive and quickly getting to our role in making it happen shows how we’re confident
KPMG brand guidelinesPage 21 Visual system 01 Our brand elements 22 02 Logo 23 03 Color palette 41 04 Typography 54 05 Graphic motif 70 06 Imagery 97
KPMG brand guidelinesPage 22 01 Our brand elements Inspired by our new positioning, our refreshed visual identity reinforces our heritage while signaling that we’re an evolving, technology-driven brand. We’ve amplified existing visual assets, such as our iconic logo and signature blue, and introduced new, differentiating elements. The KPMG logo now adapts to reflect the atmosphere around it, metaphorically highlighting the overlooked and unexpected. Our imagery is diverse, upbeat and action-oriented. It creates a sense of opportunity and accelerated momentum. It’s also human, demonstrating the relationships—and the trust—we work hard to build. Other visual devices, such as our graphic motif, provide depth and focus. They help underscore the insights we deliver and the opportunities we connect them to. Logo Logo as hero Color Typography AaBbCc123 Graphic motif Imagery
KPMG brand guidelinesPage 23 02 Logo About 24 Primary logo 25 Primary logo: Background use 26 Logo as hero 28 Scaling the logo as hero 30 Creating the masked image logo as hero 31 Creating the solid color logo as hero 32 Logo as hero: Style summary 33 Using type with the logo as hero 34 Logo clear space 35 Logo minimum size 36 Logo placement 37 Logo alignment 38 What not to do 39
KPMG brand guidelinesPage 24 Our logo is our greatest visual asset and now takes center stage in our system. It’s both steady and flexible. We use it as a “storytelling” device—it can adapt to reflect the visual atmosphere around it. About
KPMG brand guidelinesPage 25 The KPMG logo is our most valuable visual asset. It’s a mark of authenticity that states who we are and sets apart our communications, buildings and materials from those of other organizations. The primary logo is for everyday use, and should only be used in approved colors (see pages to follow). Primary logo Alternate Black logo Our black logo is used for black-and-white applications only, when our logo needs to appear on a white or very light background.
KPMG brand guidelinesPage 26 This is the most common use of our logo—used across most channels and for the majority of users. Usage principles are as follows: • The primary logo is used in KPMG Blue or white - On dark backgrounds (KPMG Blue, Dark Blue, Cobalt and Purple)—use the white logo - On light backgrounds (Light Blue, Pacific Blue and White)—use the KPMG Blue logo • Do not use unapproved colors for the primary logo or the surrounding background • Always use the master artwork available on Brand Central, and never try to re-create our logos Dark backgrounds Light backgrounds White logo on KPMG Blue background KPMG Blue logo on Light Blue background KPMG Blue logo on Pacific Blue backgroundWhite logo on Dark Blue background KPMG Blue logo on White backgroundWhite logo on Cobalt background White logo on Purple background Primary logo: Background use
KPMG brand guidelinesPage 27 Using our logo on gradients provides depth and a sense of illumination. Usage principles are as follows: • The solid logo is placed on a gradient (gradient colors are from our palette) • Allowable gradients are: - Purple/Cobalt Blue - Pacific/Light Blue • Gradient specifications are shown at far right (% refers to the location) • Use the gradients at a 0º angle • You can flip the gradient, i.e., Purple to Cobalt can be used as Cobalt to Purple - Maintain the location and midpoint - Flipping the gradient does change the look and feel of our colors, so use the flipped gradient judiciously • Do not create new gradients or use the gradients with modified specs • Do not introduce new colors or new color combinations The available color combinations are shown here. White logo on Purple/Cobalt gradient Gradient specifications Purple/Cobalt gradient Purple 0% 50% Cobalt Blue 0% Pacific Blue 0% Light Blue 0%50% Pacific/Light Blue gradient Primary logo: Background use continued KPMG Blue logo gradient over the Pacific/Light Blue gradient
KPMG brand guidelinesPage 28 Brand rationale: This logo style is representative of KPMG’s expertise— always providing deeper insight for our clients. It is used most commonly in motion applications, but can also be used in static moments, to create theater around the power of KPMG. General principles are as follows: • Reserve this style for heroic moments • Approach 1: Composed of a heroic background image with the KPMG logo placed on top—masking a second image - The logo image in use should be in support of an insight; in addition, the logo can be used to create a window into the opportunity - Ensure good contrast between image and background for logo legibility • Approach 2: Composed of a heroic background image with the KPMG logo in a solid color—which is derived from the image itself - When we adapt the color from the photo, we establish a clear connection between insight and opportunity represented by the image • This style provides impact and aids in storytelling within dynamic media The logo as hero is a unique circumstance where the logo clear space does not require strict adherence. Logo as hero Background image Approach 1: Masked logo image on image background Logo-masked image B B A A Approach 2: Solid logo color derived from image background Color sourceC The image has strong contrast between darks and lights, giving the perfect canvas for the logo- as-hero adaptive color treatment. A B C Background image Solid logoB A Accessibility Note: Per the W3C recommendation for non-text content, any KPMG logo that appears online should include alt text.
KPMG brand guidelinesPage 29 Logo as hero (continued) Here are some more examples of logo as hero, with additional guidance for creating it: • The background hero image can be of people or it can be abstract • By experimenting with various filters on the logo, you can achieve an integrated visual • Avoid any images that could potentially be negatively associated with our brand; use images that inspire positivity • Ensure you are maintaining the look and feel of the brand with the imagery • Choose images thoughtfully, ensuring there are enough darks and lights for logo contrast • Always ensure logo legibility • The logo should always be centered • The KPMG logo should be the most dominant visual element of this communication, featured prominently in the center • This can be used in a motion application or in a static fashion (e.g., to create impact within environments or outdoor signage) • For video content, you can incorporate this logo as part of an intro or outro, or as a transition • Best-use cases for the logo as hero is for social media, video intro/outro • Please work with your local designers to ensure optimal execution See the next page for scaling recommendations. Always ensure good contrast between the background image and the foreground logo, as demonstrated here. The logo can reflect the textures of the background image, creating a connection between both. Using contrasting colors ensures logo legibility. The logo is picking up on the light source that is found within the image. The object shadow is the source for the logo color; contrast between background and foreground logo color is optimal. Accessibility Note: Per the W3C recommendation for non-text content, any KPMG logo that appears online should include alt text.
KPMG brand guidelinesPage 30 The logo as hero applies our KPMG logo heroically to represent our brand. With this in mind, always scale the logo so that it is the main focus of the layout. The examples on the right can be used as a baseline for scaling the logo in our logo as hero style. Use these as flexible guides; at times the logo may be larger than specified, and depending on the scenario, the logo could be smaller than noted. Most important is to ensure that you are providing clear space to the edge of the layout format, and that the logo is the most prominent element in the layout. Note: Generally, the logo as hero appears on its own, in a bold and cinematic style. However, in event environments, it is possible for the logo as hero to be placed in the same general vicinity as the primary logo. Scaling the logo as hero X Large-format/event environment example Standard Logo size: Approximately 50% layout width Logo size: Approximately 25% format height (situationally dependent) Logo size: Approximately 30% of layout height Logo size: As large as possible, but ensure minimum clear space 16:9 Extreme vertical 1⁄₄ X
KPMG brand guidelinesPage 31 Creating the masked image logo as hero The example at right demonstrates a step-by-step approach for creating the masked image logo as hero. This is one example; each image will require a different approach. • The background image should have an impactful quality, with a cinematic feel and a sense of movement • Ensure that the background and logo images are not too busy and maintain legibility, and that they contrast with each other effectively • In this example, we have masked the logo with a fluorescent-light image, cropped and adjusted to provide a sense of movement • The clear space rule is not rigid when considering imagery elements - The logo is legible and the solar panels are part of the visual interest, connecting logo image to background • The logo image can also be a section of the background image—adjusted for visibility and clarity Notes: Always ensure logo legibility. Avoid any images that could potentially be negatively associated with our brand; use images that inspire positivity. The logo as hero is the only instance where it is acceptable to change our logo and use it as an image window. Start with a hero image, in this case, a graphic and bright image that has a sense of movement and optimism Adjust image colors to match hero image style Determine contrast requirements; in this case, the overlaid logo needs to be lightened Final: The logo image is lightened using overlays, creating the appropriate contrast between image background and logo; the solar panels are not considered an infringement on the logo clear space Select contrasting image for logo overlay; place logo on top of image for cropping (logo in color overlay for demo purposes) Create a clipping mask using the KPMG logo (Object > Clipping Mask > Make) Start
KPMG brand guidelinesPage 32 Creating the solid color logo as hero The example at right demonstrates a step-by-step approach for creating the solid color logo as hero. This is one example; each image will require a different approach. • The background image should have an impactful quality, with a cinematic feel and a sense of movement • Ensure that the selected logo color contrasts well to the background • We have lightened the image slightly behind the logo so legibility is optimal • The logo size can be decreased for optimal placement within the layout (in this case, centered and not too close to the horizon) Notes: Always ensure logo legibility. Avoid any images that could potentially be negatively associated with our brand; use images that inspire positivity. This logo as hero the only instance where it is acceptable to change the color of our logo. Select logo color; choose a dark tone from within the image that contrasts with the lighter tones Final step: Lighten the sky slightly to ensure logo legibility Centering the logo at 1/3 size interferes slightly with the horizon Reduce the logo size slightly, giving comfortable space between horizon and logo Start Select a hero image, in this case, an action-oriented people photo with blues and purple from our color palette For this 16:9 size format, use the 1/3 layout height principal to determine logo scaling
KPMG brand guidelinesPage 33 Our logo as hero, bold and cinematic, can be created using a variety of image styles. The examples on this page provides a visual summary of the available options, which allows users flexibility in creation. All versions are allowed, but it’s preferable to use the logo-masked image in motion. Ensure that the background and logo images are not too busy and maintain legibility, and that they contrast with each other effectively. Logo as hero: Style summary Real-life photography Real-life photography Logo as hero: Masked image logo Logo as hero: Solid color logo Abstract photography Abstract photography Background image Background image Logo-masked image Solid color logo (color derived from image) B BB B A A A A A A B B
KPMG brand guidelinesPage 34 Our logo as hero creates theater around the power of KPMG. With this in mind, it is always shown in large scale over top of a hero image. When you need to include supportive copy, use the following as a guide: • Use small type; it should be no larger than 1/4 of the logo height • Type generally lives in the upper left corner • Type can also be centered and placed below the logo • Minimum space between the logo and support copy is the height of the hero logo • The hero logo should always be the emphasis • Type should not compete with the logo The examples on the right demonstrate these principles. Our approach allows the logo to maintain its importance, but ensure accompanying content won’t become an oversight. Departure from this guidance is allowable, but should be done with careful consideration. Always ensure that the logo is the most prominent element within the layout and that the support text does not compete with it. Using type with the logo as hero Support copy Support copy TitleSuppor t copy X X Minimum space Minimum space X 1⁄₄ X 1⁄₄ X 1⁄₄ X Type in upper left Type centered below the logo
KPMG brand guidelinesPage 35 For maximum impact, our logo should always be prominent and legible. Clear space around the logo helps to ensure it is not compromised by other elements. The height and width of the full KPMG logo (boxes and letters) is used to define the clear space. No text, imagery or patterned background should enter this space.* Whenever possible, leave more clear space around the logo than the minimum clear space. Exceptional clear space In cases in which space is limited, such as certain digital applications, the exceptional-case clear space can be used. This clear space is equal to half the height of the full KPMG logo. * The exception to the clear space rule is the logo as hero (page 28), where we are providing a cinematic image of our brand. Minor image details can be at the edge of the logo without disrupting legibility. Minimum clear space* Exceptional-case clear space Logo clear space
KPMG brand guidelinesPage 36 Our logo is measured by the full width from the capital K to the last rectangle. The logo must feature prominently on all applications, without dominating the page. These minimum sizes apply to our primary logo (solid and gradient backgrounds). Logo as hero is not a consideration as it always appears at a substantial size. Digital minimum size For digital applications, the logo should not be less than 70 pixels wide. Print minimum size For most print applications, the minimum size of the logo is 13mm wide. Print exceptional cases In exceptional circumstances where you need a very small version—on a pen, for example—the absolute minimum width is 10mm. Print exceptional-case minimum size (not to scale) Print minimum size (not to scale) 13mm 10mm Digital minimum size (not to scale) 70px Logo minimum size
KPMG brand guidelinesPage 37 Standard: Upper left In general, our logo will be placed in the upper-left corner (in both digital and print applications). Ensure that the logo has at least the minimum amount of clear space around it. Hero: Centered For impactful hero moments where the logo is the primary element in support of other visual assets, the logo can be centered. Standard: Upper left Hero: Centered Logo placement
KPMG brand guidelinesPage 38 The key logo alignment is with typography—left-aligned with both headlines and body copy. The window can be aligned to the top of the logo when appropriate— however, it is not required. It is suggested to leave 2x logo-height space between logo and typography, although 1x logo height can be used for smaller spaces. Note: For digital applications that have space constraints, 1x logo-height space is acceptable (e.g., e-commerce banners, slip sheet banners, etc.) Details on the window can be found within the Graphic Motif section, on pages 70– 96. Logo is left-aligned with typography; always maintain minimum clear space Where applicable, place the logo top-aligned with the window (window alignment is not a requirement) Logo alignment
KPMG brand guidelinesPage 39 The examples on this page demonstrate incorrect ways of using our logo. Data & Analytics Don’t use the solid KPMG logo reversed out. Don’t remove elements from the logo. Don’t rotate or distort the logo. Don’t lock the logo up with other text (e.g., name, function, service, paragraphs)—always respect the logo clear space. Don’t change the color of the logo (logo as hero is the exception to this rule). Don’t alter or rearrange elements within the logo. Don’t modify the logo in any way, such as extending the “windows.” Don’t use the logo on black. What not to do
KPMG brand guidelinesPage 40 What not to do Here are some more things to avoid in the application of our logo. Don’t use the primary logo in unapproved colors. Don’t use a light logo image over a light image background. Don’t use drop shadows or other effects. Don’t use the logo in Cobalt Blue on a white background. Don’t place the logo on an area that doesn’t provide enough contrast. Don’t use unapproved logo colors on gradient backgrounds. Don’t create new gradients for the logo on gradients. Don’t use a logo frame image that renders the logo illegible, or lacks contrast with the hero image background.
KPMG brand guidelinesPage 41 03 Color palette About 42 Primary palette 43 Color palette proportion use 44 Primary color use 45 Gradients 46 Infographics and chart color 48 Infographics color use 49 Chart color use 50 Color specifications 51 What not to do 53
KPMG brand guidelinesPage 42 About Our color palette looks to our legacy as the core, with KPMG Blue used for everything from type to backgrounds. To round out and modernize our color palette we’ve added a few colors, and shifted emphasis.
KPMG brand guidelinesPage 43 Brand rationale: We’ve both simplified and enhanced our color palette. Our refreshed palette feels bright, rich and focused. It’s designed for a technology- driven brand. It helps emphasize our insights-focused positioning by creating a sense of illumination and optimism. Here is a breakdown of our primary color palette: • KPMG Blue is our legacy color, the basis of our primary palette • We’ve added a bright Cobalt Blue, lightening backgrounds and evoking a positive tone • Light Blue and Pacific Blue provide a lightness and brightness • White is our canvas for content • Our Dark Blue is included for moments when we need some visual gravity • Purple is the bridge between the blues and Pink Primary palette Primary color palette Cobalt Blue KPMG Blue Light Blue Dark Blue White Pacific Blue Pink Purple
KPMG brand guidelinesPage 44 Our colors are shown in specific proportions to reflect how we use them within the system. These proportions are flexible; color use can shift within a given layout, but overall the system should prioritize KPMG Blue/Cobalt Blue. • KPMG Blue is used for most typography and backgrounds • Cobalt Blue is used for solid backgrounds and with Purple in our gradient backgrounds - Cobalt Blue can be used for type • White—clean and precise—is the canvas on which our blues reside; we emphasize white space in layout - White is also used for type • Light Blue and Pacific Blue are used for solid backgrounds and background gradients - Light Blue is also used for type - Light Blue and Pacific Blue are also used for infographics and graphs • Purple, a humanizing color, is used for background gradients and is the bridge connecting our blues to Pink • Pink is also a humanizing color that we use in minimal amounts: - It can be used for CTAs when there is sufficient contrast - Use it for a point of action—the bright tone drawing the eye to an important insight • Use Dark Blue, Pink and Purple in small amounts (occupying no more than 2-3% of color use at a time) allowing us to keep our priority blues the main focus Color palette proportion use Note: Always ensure that type color and background use are compliant according to the accessibility requirements in your market. Type size should also be considered when meeting accessibility requirements; required sizing can vary depending on the type and background colors in use. KPMG Blue and Cobalt Blue are the priority colors in our system. They are used for everything from type to solid and background gradients. White is used extensively for type and backgrounds, and is the canvas for our clean backgrounds Light Blue and Pacific Blue are used in our gradients, and Light Blue is used for typography Dark Blue is serious and gives us a professional look when needed Purple and Pink are used in small amounts within our system Primary color palette Cobalt Blue KPMG Blue Light Blue Dark Blue White Pacific Blue Pink Purple
KPMG brand guidelinesPage 45 Insights-driven solutions Together, we'll work toward a connected, powered and trusted future. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore. KPMG Name of the presentation 27 October, 2021 03 20% 50% 10% 15% 30% 25% 40% Subhead goes here Subhead goes here Digital transformation 20% With advanced analytics and deep insight, we can help embed transformation in all you do. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet. KPMG Name of the presentation 27 October, 2021 03 Accelerating to your competitive edge Each of our primary colors serves a purpose within our system. Usage principles are as follows: • KPMG Blue is our legacy color, used for the logo, backgrounds and all typography. Its historical equity sets us apart in the marketplace • We do allow Black for type when needed—but KPMG Blue for type is preferable, with a tone that is less harsh than 100% Black • Body copy in KPMG Blue better matches our KPMG Blue headlines • Black and Gray 1 type can be used for email communications • Cobalt Blue, Purple, Pacific Blue and Light Blue are used as gradient backgrounds, to bring dynamism to layouts • White is a key color within the palette, used for the logo and type on dark backgrounds and as “white space”— providing a clean canvas for content, and elevating our brand • Dark Blue is available to use as a background and for infographics and charts • Hero images (see page 100) utilize Cobalt Blue, Purple and Pink tones • Support images should be neutral— Light Gray–dominant—allowing our primary colors to maintain visual priority • Pink is used very minimally, as a button, carousel navigation or content detail Cobalt Blue KPMG Blue Light Blue White Dark Blue Primary color use Pacific Blue Purple Pink A A A A A B B C C C C C C G H D D D E F B C A G G G G H E Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients.
KPMG brand guidelinesPage 46 Gradients Primary gradient Example use Purple/Cobalt gradient Purple Location: 0% Pacific Blue Location: 0% Midpoint Location: 50% Midpoint Location: 50% Cobalt Blue Location: 0% Light Blue Location: 0% Support gradient Example use Pacific/Light Blue gradient Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet actionLorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Brand rationale: Our gradients visually represent how insights come from our depth of understanding. The gradients are used to provide depth and motion to the visual system. We have two available gradients: • Our primary gradient is the Purple/Cobalt gradient • Our support gradient is the Pacific/Light Blue gradient • The primary and support gradients have different rules for use, detailed on the next page • Specifications for the primary and support gradient are shown on the right - The specified colors are applied at both ends of the gradient, at 0% and 100% locations - The mid-point is at 50% - The gradients are used at a 0º angle - Use the linear gradient, never radial • Do not create new gradients; use only the gradients shown here • The gradients are also used for logo backgrounds (page 27) • You can flip the gradient, i.e., Purple to Cobalt can be used as Cobalt to Purple - Maintain the location and midpoint - Flipping the gradient does change the look and feel of our colors, so use the flipped gradient judiciously
KPMG brand guidelinesPage 47 Gradients (continued) Soft transparency behind people Window color behind object image Overlay on neutral imagery Opaque window over primary gradient Opaque background with window image Background behind primary gradient window Here are details on using our gradients: Primary gradient The Purple/Cobalt gradient, humanizes our brand and provides a sense of warmth: • The Purple/Cobalt gradient is the key gradient for interacting with Imagery - It is used in a light transparency with people photos (as in the window behind a portrait), enhancing our focus on humanity - It is used in an opaque style behind the window • It is also used in concert with the support gradient (Pacific/Light Blue) for typographic layouts Support gradient The Pacific/Light Blue gradient, represents our insights and the ability to see beyond and deeper—providing an illuminating effect: • The Light Blue gradient is used alongside and in support of the Purple/Cobalt gradient, achieving a balance between humanity and our depths of insights (illumination) - There is a visual cohesion with the two gradients used together • The support gradient is always used opaque (never with transparency) • Do not use the support gradient without the primary gradient More usage information for the gradients can be found within the Graphic Motif section on page 70. Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Primary gradient uses: Support gradient uses:
KPMG brand guidelinesPage 48 Our primary palette creates the basis for color use in infographics and charts. As shown at right, all primary palette colors are pulled in for infographics and chart use. For infographics and charts, we have reordered the primary palette colors into color groups and new tones have been added. • For infographics and charts, we think about our colors in families: - Dark Blues - Light Blues - Purples - Pinks - Neutrals - Accent colors • To support infographics and charts, we expanded the color palette to include: - Blue - Dark Purple & Light Purple - Dark Pink & Light Pink - Dark Green, Green & Light Green • The neutrals are available as support in infographics and charts • The neutrals can also be used for information hierarchy within our system, such as to highlight and separate content • We prioritize the blues, and use the other color groups as support Infographics and chart color Core colors Infographics + charts Colors with dotted lines are for use in infographics and charts only, and should not be used elsewhere in our system. Dark Blues Light Blues Purples Pinks GraysGreens Dark Blue Gray 1Dark Green Gray 4 Gray 2Green Gray 5 Gray 3Light Green White Pacific Blue Dark Purple Dark Pink KPMG Blue Blue Purple Pink Cobalt Blue Light Blue Light Purple Light Pink Neutrals Infographics + charts Primary color palette Cobalt Blue KPMG Blue Light Blue Dark Blue White Pacific Blue Pink Purple
KPMG brand guidelinesPage 49 We define infographics as graphic representations of data, information, analysis or insights in a way that is easily understood. For infographics, we use the following points to guide color use: • Prioritize our Blue tones as much as possible (Dark and Light sets) • You can use all four color sets for infographics—Dark Blues, Light Blues, Purples and Pinks • Pink should be used sparingly, as a highlight color to draw the eye to a key detail • Use our grays in infographics for content that is neutral—such as map areas that do not require labeling • Green can also be used to highlight information • For applications where you need to differentiate content, you can bring in Purple in larger quantities, such as the inset map at the far right • Always consider legibility and contrast when placing colors adjacent to one another; e.g., Gray 3 and Light Purple have a similar tone that make them appear to vibrate (see pages 125-136 for details on accessibility) Infographics color use Overall score 0.24 Least change ready Most change ready 0.830.45 0.67 USA 13 Overall rank 0.71 Overall score Figure 2: Change readiness, climate risk, territorial CO2 emissions (%) East Asia (including China) China United States South Asia North America (including US) Northern, Southern and Western Europe Eastern Europe and Central Asia Middle East and North Africa Latin America and Caribbean Sub-Saharan Africa Climate risk exposure Change readiness Use the 2019 CRI online tool to gain a deeper understanding of a country's change readiness. Switzerland 01 Rank 01 47 Georgia Rank 140 Comparative industry indices The Fund for Peace Fragile State Index 2018 ++ 176 The Heritage Foundation Index of Economic Freedom 2019 4 The Legatum Prosperity Index 2018 4 UN Human Development Index 2018 2 The World Bank Doing Business Index 2019 38 WEF Global Competitive Index 2018 ‡ 4 Social Progress Index 2018 3 8 14 23 18 16 22 Mexico 23rd Net Zero Readiness Index 23rd Sector Readiness 24th National Preparedness READ MORE Available colors Note: Always ensure that type color and background use are compliant according to the accessibility requirements in your market. Type size should also be considered when meeting accessibility requirements; required sizing can vary depending on the type and background colors in use.
KPMG brand guidelinesPage 50 We define charts as basic visualizations of data, such as bar and line graphs. Use the following information as a guide: • We deepen insight strength using KPMG Blue • Prioritize our blues; we have six available tones, but they don’t have to be used all at once • Generally, our graphs will be used on white backgrounds, but you can also use Light Blue or KPMG Blue as backgrounds • Do not use gradient backgrounds for graphs • Pink should be used sparingly, to elevate the place that KPMG has in data sets • Include grays as needed when you need to represent extensive data • The grays can also be used for graphic elements such as rules • Be mindful to mix light, mid and dark tones within data sets; if you use all light or all dark tones (and neglect mid tones), the poor contrast will render the data illegible Chart color use 2016 2017 2018 2019 2020 2021 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Acquisition Buyout Public listing 60% 42% 32% 68% 2021 CEO outlook (Jul/Aug) 2021 pulse (Jan/Feb) 2020 pulse (Jul/Aug) 2020 CEO outlook (Jan/Feb) $0 $20 2018 2019 2020 2021 $40 $60 $80 $100 454 490 397 $120 $0 100 200 300 400 500 600 $49.9 $113.3 $27.8 $19.0 Deal value ($B) Lorem ipsum Deal count 20% 50% 2019 2020 2021 2022 2023 2024 2025201820172016201520142013201220112010 Graphs on white backgrounds Graphs on a Light Blue background* Graphs on KPMG Blue background* * Graphs on colored backgrounds can offer visual variety in data-heavy documents. Be mindful when creating materials that require in-house printing—white backgrounds should be prioritized in these instances for the purposes of toner conservation and environmental impacts. Available colors
KPMG brand guidelinesPage 51 Primary color palette Always use the color specifications shown here to maintain consistency across all channels and media. We take a digital-first approach to our design; in most marketing materials, we use RGB values. Where applicable, ensure that the document setup is digital. An incorrect application of RGB colors in a CMYK document setup can result in off-brand values. Reserve the use of CMYK values for materials that will be professionally printed. Black is allowed within our system for body copy; however, KPMG Blue is preferred for its softer look and feel. Black and Gray 1 can also be used for e-communications. Note: Our digital-led color palette focuses on RBG and HEX values. Cobalt demonstrates its vibrancy best in RGB/HEX. For print, Pantone colors are provided for cases where the budget allows for spot-color printing; remember that CMYK printing is always most cost-effective. The use of Pantone may be rare, with the exception of the logo color (KPMG Blue). The match on Pantone to CMYK is intended to be as close as possible; however, there may be instances where the Pantone spot colors appear more vibrant than their respective 4-color specs—these minor discrepancies should not be cause for concern. Cobalt RGB 30, 73, 226 HEX #1E49E2 CMYK 100/60/0/0 Light Blue RGB 172, 234, 255 HEX #ACEAFF CMYK 20/0/0/2 White RGB 255, 255, 255 HEX #FFFFFF CMYK 0/0/0/0 Purple RGB 114, 19, 234 HEX #7213EA CMYK 80/90/0/0 Pink (minimal use) RGB 253, 52, 156 HEX #FD349C CMYK 0/94/0/0 KPMG Blue RGB 0, 51, 141 HEX #00338D CMYK 100/72/0/12 Pantone 287C Dark Blue RGB 12, 35, 60 HEX #0C233C CMYK 100/76/12/70 Pantone 289C Pacific Blue RGB 0, 184, 245 HEX #00B8F5 CMYK 76/0/0/4 Color specifications
KPMG brand guidelinesPage 52 Green RGB 38, 153, 36 HEX #269924 Red RGB 237, 33, 36 HEX #ED2124 Yellow RGB 241, 196, 77 HEX #F1C44D Traffic-light palette: Presentation use only Red, yellow and green can be used only as necessary to indicate stop, caution, go, or positive and negative in charts and graphs, etc. Dark Blue RGB 12, 35, 60 HEX #0C233C CMYK 100/76/12/70 Dark Purple RGB 81, 13, 188 HEX #510DBC CMYK 96/100/0/0 Gray 1 RGB 51, 51, 51 HEX #333333 CMYK 0/0/0/90 Dark Green RGB 9, 142, 126 HEX #098E7E CMYK 90/8/60/6 Pacific Blue RGB 0, 184, 245 HEX #00B8F5 CMYK 76/0/0/4 Dark Pink RGB 171, 13, 130 HEX #AB0D82 CMYK 38/100/0/0 Gray 4 RGB 178, 178, 178 HEX #B2B2B2 CMYK 0/0/0/30 KPMG Blue RGB 0, 51, 141 HEX #00338D CMYK 100/72/0/12 Purple RGB 114, 19, 234 HEX #7213EA CMYK 80/90/0/0 Gray 2 RGB 102, 102, 102 HEX #666666 CMYK 0/0/0/70 Green RGB 0, 192, 174 HEX #00C0AE CMYK 74/0/26/4 Blue RGB 118, 210, 255 HEX #76D2FF CMYK 42/0/0/4 Pink RGB 253, 52, 156 HEX #FD349C CMYK 0/94/0/0 Gray 5 RGB 229, 229, 229 HEX #E5E5E5 CMYK 0/0/0/10 Light Blue RGB 172, 234, 255 HEX #ACEAFF CMYK 20/0/0/2 Light Pink RGB 255, 163, 218 HEX #FFA3DA CMYK 0/43/0/0 White RGB 255, 255, 255 HEX #FFFFFF CMYK 0/0/0/0 Cobalt RGB 30, 73, 226 HEX #1E49E2 CMYK 100/60/0/0 Light Purple RGB 180, 151, 255 HEX #B497FF CMYK 34/42/0/0 Gray 3 RGB 152, 152, 152 HEX #989898 CMYK 0/0/0/50 Light Green RGB 99, 235, 218 HEX #63EBDA CMYK 52/0/26/0 Color specifications All colors available for infographics and charts For ease of use, we have also included the primary palette colors on this page; there is no difference between the specifications for colors repeated from the previous page. Always use the color specifications shown here to maintain consistency across all channels and media.
KPMG brand guidelinesPage 53 The examples on this page demonstrate incorrect ways of using our colors. Acting on insightSustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights-driven solutions Together, we'll work toward a connected, powered and trusted future. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore. 20% 50% 10% 15% 30% 25% 40% Subhead goes here Subhead goes here Digital Transformation 20% With advanced analytics and deep insight, we can help embed transformation in all you do. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet. What not to do Don’t use non-palette colors for backgrounds; use only approved colors. Don’t overuse pink; it can be used for CTAs when there is sufficient contrast, and as a bright tone drawing the eye to an important insight. Don’t use black; our system prioritizes KPMG Blue and white (black can be used for type when needed, but KPMG Blue is preferable). Don’t use all-light tones or all-dark tones within infographics and charts; ensure you mix light, mid and dark to achieve good contrast and legibility. Don’t use gradients for typography; gradients are only used for backgrounds. Don’t use secondary colors for type—the secondary palette is reserved for data. Don’t use our traffic-light colors as a replacement for our brand colors; use these colors only as necessary to indicate stop, caution and/or go. Don’t use a competitive color set i.e., Deloitte green, PwC reds, and EY yellow; in this example, using our Dark Blue as a background and adding yellow text closely resembles EY. Lorem ipsum Dolor sit Consectetuer Adipiscing Elit sed Nibh euismod Dolor sit Volutpat ut Enim ad minim Exerci tation
KPMG brand guidelinesPage 54 04 Typography About 55 Marketing material fonts 56 Web and app fonts 57 Desktop font 58 Marketing, web/app and desktop font comparison 59 Type in use: Digital 60 Type in use: Digital publication 61 Type in use: Print 62 Hierarchy 63 Typography and color use 64 Type color in social media 65 Type and layout 66 Quick-reference web accessibility guidance 68 What not to do 69
KPMG brand guidelinesPage 55 About Our main typeface is KPMG Bold. It’s distinctive and contemporary, and it reflects the vertical shapes in our logo. Our typography helps us build a strong brand image, and so it’s vital that we use KPMG Bold. KPMG Bold
KPMG brand guidelinesPage 56 Our brand is limited to the following fonts for marketing materials: • KPMG Bold for headlines (including subheadlines) • Univers for body copy • The Univers family is available for hierarchy within communications (e.g., Univers Bold for a body copy headline) • In both static MP4 video files and static ads, we can use Univers Marketing material fonts Secondary font: Body copy KPMG Bold Univers abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 45 Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 45 Light Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 55 Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 55 Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 65 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Univers 65 Bold Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary font: Headlines
KPMG brand guidelinesPage 57 Our brand is limited to the following fonts for digital platforms: • Open Sans Condensed for headlines • Open Sans Regular for body copy • Open Sans can also be used for apps. Please ensure you have gone through required reviews • If there is a need to reference the font in software i.e. HTML5 ads, use Open Sans • The full Open Sans family is available for hierarchy within communications (e.g., Open Sans Bold for a body copy headline) - Please refer to the home.kpmg typography guidance Primary font home.kpmg: Headlines Secondary font: Body copy Web and app fonts
KPMG brand guidelinesPage 58 Arial Regular Arial Bold Arial Italic Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Desktop font Our brand is limited to the following fonts for PowerPoint, Outlook, Word and Excel: • KPMG Bold for headlines • Arial should be used for body copy • Arial Italic and Bold weights are available for support as required KPMG Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
KPMG brand guidelinesPage 59 The chart on this page simplifies our font use over our three main categories: marketing, digital and desktop. Marketing, web/app and desktop font comparison Your customer at the center More than ever, customers tend to choose brands based on past experience and their feelings about them. It’s never been more important to understand how your cus- tomers thinks and feels, and use that insight to create opportunity. Name of the presentationKPMG Day Month Year 03 Marketing Web/app Desktop Fonts Fonts Fonts Headlines: KPMG Bold Body copy + secondary content: Univers Headlines: Body copy + secondary content: Headlines: KPMG Bold Body copy + secondary content: Arial Regular Uses Uses Uses • Static marketing materials without live copy that appear online • Static MP4 video files and static ads • Printed materials • Online/web applications • HTML 5 ads • Apps • Microsoft Office programs (PowerPoint, Word, Excel, etc.) • E-communications Example Example Example
KPMG brand guidelinesPage 60 The example at right demonstrates the fundamental type elements used on home.kpmg. Type specifics are as follows: • Use Open Sans Condensed for H1 and H2 • Use Open Sans Semibold for H3–H6 • Use Open Sans Regular for all other copy Headline Open Sans Condensed Subheadline Open Sans Semibold Lead paragraph Open Sans Regular UI Open Sans Bold Body copy Open Sans Regular Type in use: Digital A B C C D D E E B C A
KPMG brand guidelinesPage 61 We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. Digital technologies are coming of age and should no longer be seen as mere tools to enhance efficiencies. There’s increasing pressure from stakeholders, based on the understanding that technology can be a force for good. And together, with our alliances, we continue to help organizations actualize this opportunity. Carl Carande Global Head of Advisory KPMG International Thriving in a digital world We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Creating value through strategic alliances Closing the digital transformation gap Understanding the value in purpose-driven technology We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We see a significant gap arising between the demand for digital solutions and applications and the talent within organizations currently able to meet that demand. Today, KPMG has more than 26 global or multi-firm strategic alliances — and as needs evolve, we will continue to expand our portfolio. This is underpinned by additional local alliances and collaborations with start-ups and academic institutions. As a result, business generated with our alliances continues to significantly increase year-over-year — solidifying the power of our alliance-driven digital solutions and delivering positive outcomes to businesses, governments, and society. Info goes here Info goes here Info goes here Typography is a fundamental tool within our brand system—it shows the tone of voice we choose to talk to our audience in, but also is the main tool for language within layout. The examples at right demonstrate the main elements within our typographic hierarchy, and how we organize content. Some things to note: • Our design approach focuses on minimal visual clutter and optimizes clear space to ensure that our insights can shine • The KPMG style is sentence case • Do not use ALL CAPS or Title Case • For additional hierarchy, you can use Univers Bold for body copy headlines Headline KPMG Bold Body copy Univers Roman Lead paragraph Univers Light or Roman Subheadline KPMG Bold Quote Univers Bold Type in use: Digital publication D E B C A A A B B C D D E
KPMG brand guidelinesPage 62 Thriving in a digital world We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. Digital technologies are coming of age and should no longer be seen as mere tools to enhance efficiencies. There’s increasing pressure from stakeholders, based on the understanding that technology can be a force for good. And together, with our alliances, we continue to help organizations actualize this opportunity. Carl Carande Global Head of Advisory KPMG International Creating value through strategic alliances Closing the digital transformation gap Understanding the value in purpose-driven technology We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We see a significant gap arising between the demand for digital solutions and applications and the talent within organizations currently able to meet that demand. Today, KPMG has more than 26 global or multi-firm strategic alliances — and as needs evolve, we will continue to expand our portfolio. This is underpinned by additional local alliances and collaborations with start-ups and academic institutions. As a result, business generated with our alliances continues to significantly increase year-over-year — solidifying the power of our alliance-driven digital solutions and delivering positive outcomes to businesses, governments, and society. Info goes here Info goes here Info goes here Here are some layouts that are optimized for print use in a portrait layout. Headline KPMG Bold Body copy Univers Roman Lead paragraph Univers Light or Roman Subheadline KPMG Bold Quote Univers Bold Type in use: Print D E B C A A B B C DD E
KPMG brand guidelinesPage 63 Our type is most effective when there’s a clear visual hierarchy. The chart on the right shows our hierarchy in general terms. The weights and styles shown are loose guides and can be adapted as needed; different communications may need smaller or larger type sizes, as well as different font weights. Some additional considerations: • The KPMG style is sentence case for all copy; we do not use ALL CAPS or Title Case • All type within our communications should be set left-aligned • Type should be set in KPMG Blue on white backgrounds, or white on KPMG Blue backgrounds or gradient backgrounds • For content heavy documents that require more aid in headline hierarchy, you can use Cobalt Blue for headlines for additional differentiation • Paragraph headlines can be set in bold type weights Global Marketing Compliance provides guidance and advice on disclaimers. Their portal may be found here: Global Marketing Compliance General guidance for disclaimers is here: Disclaimers General Guidance For specific compliance review/advice on your particular content or market-facing activity, the team can be reached at go-fmmarketingcompliance@kpmg.com. Hierarchy Marketing Web/app Desktop Hierarchy type element Hierarchy type element Hierarchy type element Headlines and subheadlines: KPMG Bold Headlines: Headlines and subheadlines: KPMG Bold Spec Spec Spec Font: KPMG Bold Color: KPMG Blue, White or Light Blue Headline size: 48–60pt Subheadline size: 24-30pt Font: Open Sans Condensed Color: KPMG Blue or White Size: 42px (H1) Font: KPMG Bold Color: KPMG Blue, White or Light Blue Headline size: 48–60pt Subheadline size: 24-30pt Hierarchy type element Hierarchy type element Hierarchy type element Lead paragraph: Univers 55 Roman or Univers 45 Light Content headers: Lead paragraph: Arial Regular Spec Spec Spec Font: Univers 55 Roman or Univers 45 Light Color: KPMG Blue, White or Light Blue Size: 14–20pt (application-dependent) Font: Open Sans Bold Color: KPMG Blue or White Size: 18-20px Font: Arial or Arial Bold Color: KPMG Blue, White or Light Blue Size: 14–20pt (application-dependent) Hierarchy type element Hierarchy type element Hierarchy type element Body copy Univers 55 Roman or Univers 45 Light Body copy Body copy Arial Regular Spec Spec Spec Font: Univers 55 Roman or Univers 45 Light Color: KPMG Blue or White Size: 8-12pt Font: Univers / Open Sans Color: KPMG Blue or White Size: 15px Font: Arial or Arial Bold Color: KPMG Blue or White Size: 8-12pt
KPMG brand guidelinesPage 64 We use two main colors for type in our system: KPMG Blue and White. Usage principles are as follows: • Use KPMG Blue type on white or light backgrounds • Black or Gray 1 can be used for body copy; however, KPMG Blue is preferred for its softer look and feel • Black and Gray 1 can also be used for e-communications • Use KPMG Blue or black for PowerPoint presentations • Use White type on dark backgrounds, which can include Cobalt, KPMG Blue and gradient backgrounds • White type can be placed on photographic backgrounds; always ensure good contrast for legibility • In complex publications, Cobalt Blue on white backgrounds can be used for headlines to create differentiation between sections • Pink type can be used sparingly—no more than 2%—for example, for a call to action Typography and color use Closing the digital transformation gap Building a workplace for the future The KPMG Citizen Developer Program is the next step in our own digital evolution. The goal is simple: to give our people more autonomy and responsibility to create technology solutions while empowering them with the right tools, the proper guardrails, and the support they need to bring them to life — building a thriving community of like-minded colleagues across the global organization. Understanding the value in purpose-driven technology There’s no ‘one size fits all’ approach when it comes to digital transformation — and to continue providing leading-edge solutions, we’ve strengthened our ecosystem of strategic alliances that we work shoulder-to-shoulder with to address our clients’ toughest business challenges and needs. Closing the digital transformation gap Technology is no longer just a tool to rationalize processes and reduce costs. It’s now being used as a catalyst for good technology with purpose and impact. 01 02 03 Closing the digital transformation gap We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. 20% 50% 10% 15% 30% 25% 40% Info goes here Info goes here Info goes here Info goes here Info goes here Info goes here We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Thriving in a digital world There’s no ‘one size its all’ approach when it comes to digital transformation Building a workplace for the future The KPMG Citizen Developer Program is the next step in our own digital evolution. The goal is simple: to give our people more autonomy and responsibility to create technology solutions while empowering them with the right tools, the proper guardrails, and the support they need to bring them to life — building a thriving community of like-minded colleagues across the global organization. Understanding the value in purpose-driven technology There’s no ‘one size fits all’ approach when it comes to digital transformation — and to continue providing leading-edge solutions, we’ve strengthened our ecosystem of strategic alliances that we work shoulder-to-shoulder with to address our clients’ toughest business challenges and needs. Closing the digital transformation gap Technology is no longer just a tool to rationalize
KPMG brand guidelinesPage 65 In social media, we apply our type color using the rules as noted previously. Here are some specifics for social media: • Within our system, we use KPMG Blue on white backgrounds, and we use White type over solid and gradient backgrounds • Social media has the added option of Light Blue as a type color on Purple/ Cobalt gradient backgrounds - It can aid in type hierarchy and helps to create emphasis and provide visual impact • Be strategic in your approach; always consider what precedes and follows each layout within a series Note that this page is focused on type use within social media; imagery without type can also be used within social media (see pages 114-117 for examples). Type color in social media
KPMG brand guidelinesPage 66 This example is a layout showing type spacing relationships. This can be considered a loose guide for marketing collateral development. At the far right is the recommended relationship between the logo and headline—making type twice the logo height—provides a comfortable visual balance between the two. Recommended space between logo and headline is shown in the layout— 2x logo height provides comfortable breathing room between logo and type. For layouts that have smaller spaces (e.g., slip sheets) the space between headline and logo can be 1x logo height. We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. Digital technologies are coming of age and should no longer be seen as mere tools to enhance efficiencies. There’s increasing pressure from stakeholders, based on the understanding that technology can be a force for good. And together, with our alliances, we continue to help organizations actualize this opportunity. Carl Carande Global Head of Advisory KPMG International Thriving in a digital worldWe’re reimagining digital transformation andWe’re reimagining digital transformation andWe’re reimagining digital transformation andWe’re reimagining digital transformation andWe’re reimagining digital transformation and We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. Digital technologies are coming of age and should no longer be seen as mere tools to enhance efficiencies. There’s increasing pressure from stakeholders, based on the understanding that technology can be a force for good. And together, with our alliances, we continue to help organizations actualize this opportunity. Carl Carande Global Head of Advisory KPMG International Thriving in a digital world Type and layout Logo/headline relationship Headline cap height is 2x logo height (this measure is flexible: sometimes larger, sometimes smaller) Thriving in a digital world
KPMG brand guidelinesPage 67 Thriving in a digital world We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease.We’re reimagining digital transformationWe’re reimagining digital transformationWe’re reimagining digital transformationWe’re reimagining digital transformationWe’re reimagining digital transformationWe’re reimagining digital transformation Thriving in a digital world We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Type and layout (continued) Here is the same example from the previous page in a portrait format. Logo/headline relationship Headline cap height is 2x logo height (this measure is flexible: sometimes larger, sometimes smaller) Thriving in a digital world
KPMG brand guidelinesPage 68 A key principle of designing for the brand is considering visual accessibility. The examples on this page are a quick reference of the approved type colors on backgrounds and gradients for onscreen use. Large text is defined as 14 point (typically 18.66px) and bold or larger, or 18 point (typically 24px) or larger. Note: There is no official W3C minimum size font for website use, however, it is usually recommended that you use at least 16px font for body text. For detailed information on type and background contrast and accessibility compliance, refer to the appendix on page 125. Quick-reference web accessibility guidance White background Light Blue background Purple/Cobalt gradient background KPMG Blue background Dark Blue background Pacific/Light Blue gradient background KPMG Blue Cobalt Blue (18+ only) Dark Blue KPMG Blue Cobalt Blue (18+ only) Dark Blue White Light Blue White Light Blue White Light Blue KPMG Blue (18+ only) Cobalt Blue (18+ only) Dark Blue (18+ only)
KPMG brand guidelinesPage 69 The examples on this page demonstrate incorrect ways of using typography in our system. Thriving in a digital world We’re reimagining digital transformation and pushing technology further than ever before. We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consistent and secure technology environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solutions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all clients, across the globe. With all KPMG firms and people now on one platform, we have made sharing technology solutions and intellectual property easier so KPMG firms can grow at pace and with ease. Ways of working are constantly evolving, and we’re building a workplace for the future — creating a consumer-grade digital experience for our more than 236,000 partners and employees across the global organization. We’re helping our people adopt and enhance new collaboration and communication tools, enabling them to deliver quality, excellence, and global consistency. Through this constantly evolving workplace, we are connecting our people, globally, through Microsoft Teams — with more than half a billion Teams calls across the network in FY21. Digital technologies are coming of age and should no longer be seen as mere tools to enhance efficiencies. There’s increasing pressure from stakeholders, based on the understanding that technology can be a force for good. And together, with our alliances, we continue to help organizations actualize this opportunity. Carl Carande Global Head of Advisory KPMG International Building a workplace for the future The KPMG Citizen Develop- er Program is the next step in our own digital evolu- tion. The goal is simple: to give our people more autonomy and responsibil- Understanding the value in purpose-driven technology There’s no ‘one size fits all’ approach when it comes to digital transformation — and to continue providing leading-edge solutions, we’ve strengthened our ecosystem of strategic alliances that 01 02 Closing the digital transformation gap We continue to evolve our cloud-based digital platform — enabled by Microsoft Azure — to create a globally consis- tent and secure technol- ogy environment for our people and our clients, This provides KPMG firms more autonomy and flexibility to build, run, and deploy their own technology solu- tions in the cloud. Our hybrid and flexible model allows us to implement our digital solutions in the major cloud environments, regardless of our clients’ cloud vendors and is therefore available to all Don’t use Open Sans for headlines, or use KPMG Bold/Open Sans Condensed for lead paragraphs. KPMG Bold and Open Sans Condensed are used only for headlines and subheadlines, and the Open Sans family is reserved for general content. Don’t center type and do not right-align type. Type should always be left-aligned. Don’t use ALL CAPS or Title Case for headlines. All text should be in sentence case. Don’t create layouts with an indiscernible hierarchy; establish appropriate type size differences to guide the reader through the content. What not to do
KPMG brand guidelinesPage 70 05 Graphic motif About 71 The window 72 Window use 73 Style 1: Window behind people and objects 75 Style 2: Window as type holding shape 79 Style 2: Type holding shape standards 81 Style 3: Window as image holding shape 82 Style 3: Images breaking the window 86 Style 4: Highlighting action-oriented content 87 Window minimum size 88 Window maximum size 89 The window: Neutral image tones 90 Achieving neutral tone in imagery 91 Color layer transparency details 92 Color layers: Example 93 The window in social media 94 What not to do 95
KPMG brand guidelinesPage 71 About Our graphic motif is a rectangle that creates a focal point in a particular layout. It can frame or emphasize an image, and it can also act as a container for copy. Our motif is derived directly from the four boxes of our logo. It represents a moment of insight and the uncovering of opportunity. Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action
KPMG brand guidelinesPage 72 Brand rationale: Our window allows us to highlight the insight/opportunity by guiding the viewer’s focus to the action. As the purest expression of our brand pillars, and derived from our logo, our graphic motif acts as the staging ground for our brand expression. We can demonstrate depth and client commitment through layering, or simplify our focus to emphasize precision. Window details There is more than one way to use the window motif, and every expression of the window is intended to be used with purpose. The window is not intended to be used decoratively or manipulated to create alternate shapes. It is imperative to execute this element with consistency and rigor to build equity into the brand. In summary, the window should always be used with purpose to highlight our insights. It is not a decorative element to be used over and over without careful consideration. The window Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action Window, vertical application Window, horizontal application The window shape, derived from the KPMG logo, is used horizontally or vertically. Size proportions are 7:10 for vertical and 10:7 for horizontal.
KPMG brand guidelinesPage 73 There are four ways in which our window is used: • Window style 1: In support of content, placed behind silhouetted people and objects, giving them prominence • Window style 2: As a holding shape for typography, highlighting the content • Window style 3: As a holding shape for an image, highlighting the content • Window style 4: As a shape to highlight action-oriented content These uses are shown on the right. The window can also be used in horizontal orientation, shown on the next page. Window purpose Each window style has a purpose for use (detailed on the pages that follow); before choosing a window style, it is important to evaluate the needs of the communication, thereby determining the best window to suit those needs. Using the window with intention It is important that we avoid over- saturating our communications with the window; the window should always be used with purpose, and be the only hero element. Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action Style 1: Window behind people and objects Style 3: Window as image holding shape Style 2: Window as type holding shape Style 4: Window as shape highlighting action-oriented content Window use
KPMG brand guidelinesPage 74 The examples at right demonstrate our window used in a horizontal orientation. Window as the hero element The window should always be the hero element in layout, establishing an iconic image of our brand. • The window is the primary graphic motif and should be used singularly as a feature visual with purpose - It should be used sparingly and judiciously, appearing once on a printed page - On the web, used on a landing page (above the break point, or below the break point within content areas/ subsections) - Use it in motion as a singular graphic element • It should never be used in multiples, or applied in a decorative manner • Additional uses: - Web use for carousel imagery - Hero element in collateral cover layouts - Within collateral content pages to highlight a new section or topic - As hero with imagery and typography on divider pages in PowerPoint presentation - Within social media it can be used to support imagery and content No matter how our window is used, it should always be representative of an insight/opportunity. Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action Window use (continued) Style 1: Window behind people and objects Style 3: Window as image holding shape Style 2: Window as type holding shape Style 4: Window as shape highlighting action-oriented content
KPMG brand guidelinesPage 75 This window style is used in support of content, being placed behind silhouetted people and objects, and giving them prominence. We use this window style when we want to create an emphasis around humanity or technology. Approach: People • For humanity-based content, we leverage the use of portraits (see page 108 for more details on portrait image selection) • Our primary gradient is applied in a light transparency to provide a soft effect behind people • Using the primary gradient in a light transparency with people photos enhances the KPMG focus on humanity Approach: Objects • For technology-specific content, we use object-based imagery that relates to the text • For objects, we apply opaque gradients (soft transparencies are reserved for human-based imagery) • Our gradient backgrounds provide an illuminating effect, representing our insights and the ability to see beyond and deeper • The primary and support gradient are used together with the object, providing a visual cohesion • Do not use the gradients as transparencies with objects; that effect is reserved for people photos People Objects Style 1: Window behind people and objects
KPMG brand guidelinesPage 76 Example 1 • People image is silhouetted, and applied in this layering style: - Background is Gray 5 - Purple/Cobalt gradient window is placed as a transparent overlay on the gray background - Silhouetted portrait is placed on top Example 2 • People image is silhouetted, and applied in this layering style: - Bottom layer Purple/Cobalt gradient in light transparency (over white) - Purple/Cobalt gradient window is placed as a transparent overlay on the gradient background - Silhouetted image is placed on top Style 1: Window behind people and objects (continued) Example 1 Example 2 Window: Window:Background:Background: Applied as an overlay for a soft effect Purple/Cobalt gradient Purple/Cobalt gradient Applied in a light transparency over white Purple/Cobalt gradient Applied as an overlay for a soft effect Gray 5
KPMG brand guidelinesPage 77 Note: The window behind the object can also contain type—connecting the object to the window and message Style 1: Window behind people and objects (continued) Example 3 • Object image is silhouetted, and applied in this layering style: - Background is opaque Purple/Cobalt gradient - Pacific/Light Blue opaque gradient window is placed on the background - Silhouetted object is placed on top of both gradients - The silhouetted object can bleed off the layout page, in the same way a person bleeds off the layout • In this particular example, the window also holds typography, but it is not a requirement for this window style Example 3 Background: Window: Purple/Cobalt gradient Pacific/Light Blue gradient
KPMG brand guidelinesPage 78 In style 1, the window appears behind people and objects. It is important to ensure that the image does not obscure the window so that it is lost in the layout. Here are some things to keep in mind: • The portrait or object can cover up to two window sides (but never the full length or width) - Using this approach ensures that the window shape is visible and recognizable, and maintains its relationship to our logo • The size of the person or object should be visibly balanced with the size of the window—neither should be too much larger or smaller than the other • Window coverage can vary between 40–80%, however, do not cover any one side of the window in its entirety Window visibility Do cover the window with portrait or object on up to two sides. Do allow type to overlap the window—with the window shape remaining prominent. Do not cover the window on any one side in its entirety, obscuring its horizontal shape (and relationship to our logo). Do not size the window to small in relation to the object and typography, and do not size the type too large. Style 1: Window visibility behind people Insights, meet action Insights, meet action
KPMG brand guidelinesPage 79 For moments when we need to elevate message-driven communications, the window acts as a holding shape for typography, highlighting the content. Approach • An opaque window is placed on an opaque background • The window and background can use both our primary and support gradient simultaneously; they can also use solid colors (see the next page for allowable color combinations) • The gradients represent the depth of our insights • Type/messaging is placed within the window (see page 81 for spec guidance) • The window placement is flexible; it can be placed to the right of the logo or below the logo Type specifics • The type is generally placed in the upper left of the window • The type can be placed in the lower- left corner of the window when needed • Type is always left-aligned • For extensive copy (e.g., for other languages), the horizontal version of the window will function better as a type holding shape Available window and background colors are shown on the next page. Horizontal window Vertical window Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action Sustainability and profitability go hand in hand. Let's seize the opportunity to elevate both. Insights, meet action Style 2: Window as type holding shape
KPMG brand guidelinesPage 80 Color options The support gradient (Pacific/Light Blue) provides an illuminating effect to layouts. It represents our insights and the ability to see beyond and deeper. When used alongside the primary gradient (Purple/Cobalt)—we achieve a balance between the human and aspect of illumination. To allow flexibility within our system, the window as type holding shape has a spectrum of color options that can be applied, shown on this page. As our brand is grounded in our blues, the majority of options are focused on the KPMG Blue and Cobalt Blue, with the option to use Pacific and Light Blue as well. Style 2: Window as type holding shape (continued) Available color combinations Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Lorem ipsum dolor sit amet, consecer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Insights, meet action Pacific/Light Blue gradient Light Blue (solid) Purple/Cobalt gradient Pacific Blue (solid) KPMG Blue (solid) KPMG Blue (solid) Cobalt (solid) Cobalt (solid) Purple/Cobalt gradient Pacific Blue (solid) Pacific/Light Blue gradient Light Blue (solid) Pacific/Light Blue gradient Light Blue (solid) Pacific/Light Blue gradient KPMG Blue (solid) B B B B B B B B B B B B B B B B A A A A A A A A A A A A A A A A Note: Always ensure that type color and background use are compliant according to the accessibility requirements in your market. Type size should also be considered when meeting accessibility requirements; required sizing can vary depending on the type and background colors in use.
KPMG brand guidelinesPage 81 When placing type within the window, there are standards to follow to ensure consistency within our system. The examples on the right demonstrate best practice for applying a type window, including spacing, sizing and alignments for two different layout styles. Some things to keep in mind: • The recommended type size is only a guide, and does not need to be adhered to precisely • Different layouts may require larger or smaller type • If working within a required set of parameters (e.g., publication live area), flexible use of these standards is allowed • Layout alignments are flexible; window proportions are not—never adjust the window proportions • Ensure that the window is the hero element of the layout, and has optimal visibility Headline copy Headline copyAbo. Et facersp icimaxim nosa que pla int, nimporem quia nis adit, tem hillo mod ut latem laccae lic te ne voluptaquas dolente nihilles abore peratur, Cap height is approximately 2x logo height Type spacing within the window (and from the edge) is the height of KPMG logo boxes Minimum space between window and edge of layout is KPMG logo height Space between window and logo can vary, but should be no less than 2x logo height* Top-align the window to the logo Cap height is approximately 2x logo height Type spacing within the window (and from the edge) is the height of KPMG logo boxes Minimum space between window and edge of layout is KPMG logo height Space between window and logo can vary, but should be no less than 2x logo height* Left-align the window with the logo Example 1: Window across from logo Example 2: Window below the logo Style 2: Type holding shape standards D D D D E E E E B B B B C C C C C A A A A * For layouts that have smaller spaces (e.g., slip sheets and e-comm banners) the space between window and logo can be 1x logo height
KPMG brand guidelinesPage 82 Gradient background Solid background Style 3: Window as image holding shape Our window can be an image holding shape. This easy-to-use and functional approach can help establish a direct relationship between the messaging and image. Approach • The image is within the window, in either horizontal or vertical orientation • The window highlights an image with one of two possible styles: - Action-oriented support imagery, with a neutral tone (see page 105) - Abstract hero images (see page 104) • The opaque background can be one of three colors: - Purple/Cobalt gradient - KPMG Blue (solid) - Cobalt Blue (solid) • Note: The support gradient (Pacific/ Light Blue) cannot be used for backgrounds in this window style, as it overemphasizes the light blue brand colors, a departure from our color palette proportions (see page 44)
KPMG brand guidelinesPage 83 Example 1 Example 2 Window image: Support imagery can be used in a hero function within the window Window image: Architectural/ abstract hero image with color treatment Background: Purple/Cobalt gradient Background: Cobalt Blue Example 1 • The window highlights the layout point-of-action • The contrast between the foreground (neutral image) and background (color) is complementary, providing layout focus Example 2 • The hero image with its soft blue and warm pink colors draws the eye in • The gradiated lightness of the hero image contrasts with the deep and bold hue of the Cobalt background Style 3: Window as image holding shape (continued)
KPMG brand guidelinesPage 84 Style 3: Window as image holding shape (continued) Example 3 • The window holds a hero abstract image • The cube within the image breaks out of the image holding shape, emphasizing the action that is being brought to life Example 4 • The window holds a hero abstract image that corresponds to the headline • For added dynamism and movement, the abstract hero image breaks out of the image holding shape, emphasizing the action that is being brought to life Example 3 Window image: The action of “standing out” is brought to life with one of the abstract elements breaking out of the window Background: Cobalt Blue Window image: The hero abstract image represents the concept of movement and action; this is brought to life with the visual element breaking out of the window Example 4 Background: Purple/Cobalt gradient
KPMG brand guidelinesPage 85 Example 5 Window image: The action of removing boundaries is brought to life with one of the plane elements breaking out of the window Background: KPMG Blue Window image: The hero abstract image emphasizes the concept of standing out, with a cube breaking image holding shape Example 6 Background: KPMG Blue Style 3: Window as image holding shape (continued) Example 5 • The window holds a hero abstract image • A plane within the image breaks out of the image holding shape, emphasizing the concept of removing boundaries Example 6 • The window holds a hero abstract image that corresponds to the headline • Further emphasizing the concept of standing out, one of the elements breaks out of the holding shape Both of these examples demonstrate a hero image that is “breaking out of” the window. Using this approach allows us to shift the image to being more action- oriented, as well as creating dynamism and impact. These visualizations—which originate with images coming from within the window—differ from Style 1, where people and objects live in front of the window. Details on how to break the image out of the window are shown on the next page. Note: The headline can extend over the window; this is open to user discretion, but should be applied thoughtfully.
KPMG brand guidelinesPage 86 In this style, either an object or a person can break the window. General rules for this approach are as follows: • The image occupies the entirety of the window • One portion of the image is silhouetted and placed over top of the window, so that it appears to break out of the holding shape • The maximum size for the breakout shape is approximately 1/2 of the height/width of the window - The size will vary, depending on the image - Generally it will be much smaller than that, but this maximum should be adhered to - The maximum size diagrams represent people and objects as they may break out of the window • When applying this approach take into account the text placement in comparison to the image breaking out of the graphic motif. • Using this approach enhances the sense of movement for people images • The approach provides a dynamic quality to objects breaking out of the window Style 3: Images breaking the window Sizing the element breakout 1⁄₂ window height = maximum size of element breakout 1⁄₂ window width = maximum size of element breakout
KPMG brand guidelinesPage 87 In this style, the window is a rectangle that spotlights the action taking place within the layout. The image outside of the window has a color overlay, providing contrast to the window. Approach • In this approach, it is important to establish a direct relationship between the messaging and image • The window highlights a neutral- toned image with pops of color • This window style only uses the primary gradient (Purple/Cobalt) in transparency overlays, enhancing the KPMG focus on humanity • The gradient surrounds the (neutral) window with color and energy, while also highlighting the window • The window can vary in size, but should always highlight the action taking place in the layout Example 1 • The window highlights the layout point-of-action • The contrast between the foreground (neutral image) and background (color) is complementary, providing layout focus Example 2 • The window highlights the layout point-of-action • The background gradient is applied as a darker overlay, giving the layout a boldness Example 1 Example 2 Style 4: Highlighting action-oriented content Window image: The image has neutral tones with a small pop of color on the man’s uniform Window image: The image has neutral tones with a pop of color in the hiker’s jacket Background overlay: Background overlay: Applied as an overlay for a soft effect Applied as a heavy overlay for boldness Purple/Cobalt gradient Purple/Cobalt gradient
KPMG brand guidelinesPage 88 Generally, our window is used at a medium to large size within layouts, giving it visual priority. When the window is applied to highlight action-oriented content, the window may be used at a smaller size in some cases. For these instances, use the minimum sizes as demonstrated on the right. Use these as loose guides for minimum sizes; err on the side of larger than minimum whenever possible. Window minimum size 30% 40% 100 100 80 80 60 60 40 4020 20 0 0 20% 30% Horizontal Window minimum size: Action-oriented highlight Horizontal layout Vertical layout Vertical Horizontal Vertical
KPMG brand guidelinesPage 89 Our window is the hero in our layouts, so the maximum sizes relate to margins and distance to logo. The examples on this page demonstrate how you can think about our window in maximum sizes. Keep in mind, in layouts where space is limited, the distance between the logo and window can be 1x logo height. Window maximum size Horizontal window Vertical window Horizontal layout Horizontal layout Vertical layout Vertical layout
KPMG brand guidelinesPage 90 For window holding shape images and windows that highlight action-oriented content, we utilize images that have a neutral tone. The contrast between the foreground (neutral image) and background (color) means that the color and neutral image complement each other and provide focus in the layout. Neutral tones does not mean no color; it means that the overall look of the image is neutral. Always maintain natural skin tones for people and apparel. More details on our neutral images and allowable spectrum of color can be seen on page 107. + Image holding shape Highlighting action-oriented content The window: Neutral image tones
KPMG brand guidelinesPage 91 For images that provide the right content, but not the right color, we can make adjustments in Adobe Photoshop to achieve the appropriate tonality. Be mindful of any degradation of the image during the process of adjustment. The original image has an overall tone of neutrality, with a light blue sky and large white building; the man in blue uniform offers a pop of color. When placed in layout with gradient overlay applied, the color is over-saturated and too blue. The figure and building offer a desirable pop of blue and neutral tones respectively, and therefore are masked out of color edits. Using a Hue/Saturation adjustment layer, adjust the Saturation to -50 and Lightness to +40. This adjustment removes the blue tone from the sky. The image is updated in the layout, with the gradient applied in an Overlay blending mode, with a 65% opacity. Start Achieving neutral tone in imagery Adjustment layers
KPMG brand guidelinesPage 92 Window styles 1 and 4 use the Purple/ Cobalt gradient as a transparency overlay on imagery. It is applied with varying degrees of transparency and blending modes, depending on the layout and image use. Review the chart at right for details on different transparency uses, and how the gradient depth can support the other layout elements. Note that each of these approaches is approved for use—lending flexibility and freshness to our system. Color layer transparency details Light transparency • The soft tones of the window transparency complement the light gray background • The lightness of the window gradient softens the high- contrast portrait • The window also acts as the visual connector between image and headline Purple 0% 50% Cobalt Blue 0% Gradient in use: Purple/Cobalt Moderate transparency • The gradient is overlaid on the image using the Overlay blending mode at 65% opacity • The gradient overlay is not applied to the window—and therefore highlights the action • The light/soft gradient surrounding the action provides visual prominence, while also integrating color and image without jarring effect Gradient increasing depth/darkness Moderate transparency • The neutral image is overlaid with the Purple/Cobalt gradient • The blending mode is set to Overlay, which provides increased gradient darkness, but not full opacity • If used at full opacity, photo details disappear (inset image) • The transparency gives the viewer the full context of the action, but also lets the action remain the layout focus Opaque gradient • Used for style 3—the window as holding shape for imagery • The gradient at full opacity is a perfect contrast to the light- colored photo • The opaque background also provides bold, bright and appealing color
KPMG brand guidelinesPage 93 The layout on this page demonstrates a step-by-step example of gradient overlays with blending modes. Color layers: Example Original layout: Due to the lightness of the image, the details are lost when the gradient is applied at the default 100% opacity Final layout: To achieve the balance of image visibility with color tone, the same gradient is placed with 40% opacity in a Multiply blending mode Update: The Purple/Cobalt gradient is applied at 100% opacity in a Soft Light blending mode, lightening the layout Purple 0% 50% Cobalt Blue 0% Gradient in use: Purple/Cobalt
KPMG brand guidelinesPage 94 The window can be used in social media; be sure to follow the rules as demonstrated on pages 72–90, and most specifically, the minimum size rules on page 88. If the layout design permits—and the window is a relevant addition—it can be used. However, it is a flexible element that is not required at all times. Remember that we use the window to make a connection to an insight or opportunity—not as pure decoration. Remember that social media posts should be strategically placed and curated, always taking into consideration related swipe-able content. The window in social media Social media with window Social media without window
KPMG brand guidelinesPage 95 What not to do The examples on this page demonstrate incorrect ways of using the window. Don’t use as a pattern, or use more than one window at a time. Don’t obscure too much of the window or oversize objects and people—they should cover no more than two sides of the window, and should be comparable in size to the window. Don’t modify the shape or proportions of the window; it should match the proportion of the rectangle shapes within the logo. Don’t use the window at a too-small size; refer to the minimum window sizes shown on page 88. Don’t bleed the window off the layout; all four sides of the window should fall well within the bounds of the layout. Don’t use as a stand-alone graphic shape with no relationship to image or typography. Don’t overuse the window in PowerPoint presentations—using it for call outs, hero images and graphs all at once. It should be a single hero element in a layout. Don’t apply the window behind a person in the support gradient; the gradient behind people should always be our primary gradient (Purple/Cobalt).
KPMG brand guidelinesPage 96 What not to do (continued) The examples on this page demonstrate incorrect ways of using the window. Don’t include background image details behind the window/portraits (e.g., shadows, architecture, etc.); these details detract from the window and image. Don’t overemphasize the type relationship with the window; first and foremost, the window should interact with objects and people. Don’t use more than one window at a time in a layout; the window should be used singularly and heroically. Don’t use the support gradient (Pacific/ Light Blue) for the window without the primary gradient as a background. Don’t use the window in social media when it is used at a minuscule size; it should still be a hero when used in this channel. Don’t apply the window behind people in any opaque colors (Cobalt, White, KPMG Blue, etc.); the window behind people is always the primary gradient as a transparency. Don’t use the window to hold the logo. Don’t oversaturate communications with the window; the window should always be used with purpose, and always be the hero element.
KPMG brand guidelinesPage 97 06 Imagery About 98 Hero and support imagery 99 Hero images: People in life 100 Hero images: Architecture 101 Hero image color treatment 102 Maintaining diversity: Skin tone adjustments 103 Hero images: Abstraction 104 Support imagery: General criteria 105 Support imagery: Category examples 106 Spectrum of neutrality 107 Support imagery: Portraits 108 What not to do 109
KPMG brand guidelinesPage 98 About Our brand imagery, whether used as a hero or supporting element, helps us demonstrate different points of view. It echoes the multifaceted approach we take to understanding our clients and their businesses, and to uncovering insights and revealing opportunity for them.
KPMG brand guidelinesPage 99 The KPMG brand system utilizes two primary categories of imagery: Hero imagery • For lead landing pages and layouts with a single image, we use hero images for their bold and graphic look and sense of optimism • Hero image subcategories include: - Action-oriented people images that highlight opportunity, insights and accelerated action - Abstract images that allow us to represent insights in a multifaceted and dynamic way - Dynamic looking architectural features that evoke a sense of movement Support imagery • For general content and below-the- fold, we use support imagery that is clean and open in neutral tones with small pops of color • Support image subcategories include: - People in life - Portraits - Architecture - Nature Hero and support imagery Hero imagery Support imagery
KPMG brand guidelinesPage 100 Our imagery is diverse, positive and action-oriented, highlighting opportunity, insights and accelerated action. Above all, it’s human, signaling the relationships and trust we build. Our hero imagery is always infused with our core brand colors. General criteria are as follows: • Choose images that are graphic and clean with a bright, optimistic feeling • Images should have a clear focal point • To create a sense of illumination, some images may feature a light source emanating from a specific point in the photo • Seek images with strong contrast to provide the desirable depth (you can adjust color to match our color scheme, but avoid overly dark images) Criteria for composition and content: • Images are selected on several criteria: movement, business communication and the outdoors • Be mindful to portray a mix of ethnicities, ages and abilities • Ensure the human is the main point of interest and always allow a clear space for typographic legibility within the layout • Note: Never use overly staged or inauthentic scenarios Hero images: People in life
KPMG brand guidelinesPage 101 Hero images: Architecture Hero images can also include images of dynamic looking architectural features that evoke a sense of movement. The selection criteria is the same as noted on the previous page: • Choose images that are graphic and clean with a bright, optimistic feeling • Images should have a clear focal point • To create a sense of illumination, some images may feature a light source emanating from a specific point in the photo • Seek images with strong contrast to provide the desirable depth (you can adjust color to match our color scheme, but avoid overly dark images) The hero color treatment can vary—see the following page for details.
KPMG brand guidelinesPage 102 Our hero images are created mainly by adding color overlays in either Adobe Photoshop or Adobe Illustrator. We apply Purple and Cobalt Blue from our palette in layer overlays, experimenting with blending modes. Some images can be modified with color overlays alone, but there may be instances where the image requires additional contrast and/or an initial color adjustment. We recommend consulting with an image retoucher for these types of adjustments, using the images on this page as a guide. Note that our hero image color saturation can vary from soft to bold— and, as demonstrated here—these varying approaches can be used. The examples on this page demonstrate adjustment from original image to our hero image style. Hero image color treatment Original image Original image Original image Adjust hue, making blue tone in line with our KPMG Blue and adjusting peach to be subtle undertones of Pink Add overlays of Purple and Cobalt in varying opacities and effects for a soft addition of color (maintain skin tones, see next page) Add overlays of Purple and Cobalt in varying opacities and blending modes for a bold color effect (maintain skin tones, see next page)
KPMG brand guidelinesPage 103 When adjusting the images to match our color approach, maintaining natural skin tones and clothing colors is desirable. The example here demonstrates a recommended approach to achieving a balance between our color treatment and natural skin tones. Note that hero images do not always have to appear with the window treatment. Step 1 Standard color tones; for hero use, colors need adjusting Step 4 The masked image is placed over the color-adjusted image. Shown here, the masked figure is at 100% opacity; the foreground figure and background appear too disparate in color Step 2 Overlays of purple and pink are added, consistent with our hero-image color approach Step 5 To ensure color harmony between foreground and background, the figure layer is placed at 60% layer transparency (at a “Normal” setting) To achieve this harmony, the opacity will range between 40% and 60%Step 3 In original image, the background is masked out on the figure (image cropping remains consistent) Maintaining diversity: Skin tone adjustments
KPMG brand guidelinesPage 104 Abstraction imagery is an evolution of our textured imagery. This image style is representative of the multi- faceted approach that KPMG takes to understanding their clients and their businesses. General criteria is as follows: • Images should have a simple but graphic quality • The overall impression is precision and clarity—never busy or muddy • Images should have a clear focal point without too much detail • Seek images with a 3D quality—as these provide a sense of perspective and depth - 3D characteristics demonstrate different points of view and a provide a sense of dynamism and movement - The shape should have mass and volume—something you could pick up and hold • Abstract imagery can be used to represent complex concepts and to evoke interest • Images are chosen based on a close connection to our brand palette: - Choose images that have blue tones that correspond to KPMG Blue and Cobalt Blue (a perfect match is not required) - You can also adjust image colors as needed, taking cues from our palette colors, the light blues, Purple and Pink, but prioritize the dark blues Hero images: Abstraction Image tones are inspired by the KPMG palette
KPMG brand guidelinesPage 105 Support imagery is clean, graphic, open and sharp. Ample clear space should be allowed around the main subjects to accommodate copy and additional graphic elements. Pops of color are used sparingly to create a link to the insights being delivered by our messaging. General criteria are as follows: • Support imagery is most often used below the fold and in content-heavy communications • We show people within their environments, in their daily lives • Images should have an overall color neutrality, with some accents/pops of color - “Neutral” tone of images can be: white, grays, very light blues, light sand, etc. - Images will have an approximate 70% overall neutral tone, and should always have a hit of color - Seek a balance of neutrality and color - Images should never be all white, which can appear clinical and cold - The way you crop an image can make it look more neutral • Images should be as natural looking as possible and never appear “posed” • Image selections should have an overall positive look and feel • This category of image does not always require a person in the photo; it is acceptable to feature a nonhuman subject, such as manufacturing Support imagery: General criteria
KPMG brand guidelinesPage 106 This page shows some categories of images within support imagery. This is not an exhaustive list, but provides a general idea of how you can take our support image criteria and use it to select images within a variety of subject areas. Architecture Nature IndustryPeople in life Support imagery: Category examples
KPMG brand guidelinesPage 107 When seeking support imagery, there is an allowable spectrum of neutrality, detailed below. More neutral • White- and light-blue dominant • Dark shadow tones balance the lightness • Landscape/grass balances the lightness with earthy color Neutral • Tones of gray + white are dominant • Dark shadow tones balance the lightness • Small pop of color in man’s yellow ear- protection device Neutral • Overall tones of light bluish-gray balance with the containers’ multiple pops of color • Color only composes about a quarter of the layout Neutral • Dark trees/landscape are balanced with bright white snow/clouds • Balance of light and dark still represents a neutral image that allows the hiker’s bright jacket to stand out Lacking neutrality • Saturated color throughout • No “color pop” focal point • Darker tones dominate the image Spectrum of neutrality
KPMG brand guidelinesPage 108 Portraiture should be soft with soft, bright and crisp lighting and backgrounds. This is an opportunity to showcase our people in a genuine and approachable light that nods to the close partnerships we have with our clients. General criteria are as follows: • Image subjects should express a natural moment and be unposed— representative of our shoulder-to- shoulder working style • Backgrounds should be neutral—light gray tones but not stark white (the portrait should not look like a cutout) • Images should be bright and simple, without distracting details • When shooting imagery, use bright, evenly diffused natural lighting. Avoid using a flash and avoid harsh shadows • When needed, include clear space for typography • Always take care to represent diversity • Subjects can be looking at the camera or off screen Support imagery: Portraits
KPMG brand guidelinesPage 109 What not to do The examples on this page demonstrate incorrect ways of using imagery. Don’t use hero imagery that does not match our color treatment. Don’t use dark support imagery; it should be light, bright and neutral, with pops of color. Don’t use support imagery that has a rainbow of color; it should be neutral, with some pops of color. Don’t use colored backgrounds for portraits; they should have neutral backgrounds, in light shades of gray. Don’t use abstract images that lack a clear focal point; images should have a simple but 3D graphic quality. Don’t leave skin tones with color effects in hero imagery. Don’t use abstract imagery with color tones that are not part of our color palette (in this case, predominantly yellow). Don’t use image subjects lacking diversity; we should represent a mix of ethnicity, age, gender and various abilities.
KPMG brand guidelinesPage 110 Brand in action Publications 111 PowerPoint 113 Social 114 Events 118 Signage 122 Website 123 Mobile 124
KPMG brand guidelinesPage 111 Publications
KPMG brand guidelinesPage 112 Publications
KPMG brand guidelinesPage 113 PowerPoint Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. Document Classification: KPMG Confidential | 03© 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved.
KPMG brand guidelinesPage 114 Social
KPMG brand guidelinesPage 115 Social
KPMG brand guidelinesPage 116 Social
KPMG brand guidelinesPage 117 Social
KPMG brand guidelinesPage 118 Events
KPMG brand guidelinesPage 119 Events
KPMG brand guidelinesPage 120 Events
KPMG brand guidelinesPage 121 Events
KPMG brand guidelinesPage 122 Signage
KPMG brand guidelinesPage 123 Website
KPMG brand guidelinesPage 124 Mobile
KPMG brand guidelinesPage 125 Appendix Accessibility & KPMG 126 Web Content Accessibility Guidelines (WCAG) 127 W3C color compliance 128
KPMG brand guidelinesPage 126 Accessibility & KPMG As a purpose-led organization, we take our commitment to Accessibility seriously. To develop these guidelines, we worked with the Brand Council, and Global teams to ensure that what you find on these pages is visually distinctive while also adhering to accessibility standards. Accessibility is a complex subject, with many potential variables and considerations. Types of disabilities: • Visual impairment i.e. low vision, color blindness, blindness • Hearing impairment i.e. hard of hearing, deafness • Mobility impairment i.e. inability to use a mouse, slow response time, limited fine motor control • Cognitive disability i.e. learning disabilities, distractibility, inability to remember or focus on large amount of information
KPMG brand guidelinesPage 127 Web Content Accessibility Guidelines (WCAG) Web Content Accessibility Guidelines (WCAG) is developed through the W3C (World Wide Web Consortium) process in cooperation with individuals and organizations around the world. The WCAG is considered to be the global standard for web accessibility. It’s a set of guidelines and leading practices that applies to web-based content in general. These guidelines have been agreed upon internationally as the appropriate standard for ensuring web-based content is accessible to people with disabilities. To review the W3C standards in detail, see the information found here: Contrast (Minimum):Understanding SC 1.4.3
KPMG brand guidelinesPage 128 Font color Sample Contrast ratio Normal text AA Large text AA KPMG Blue (#00338D) Sample 4.93:1 / 8.59:1 Pass Pass Dark Blue (#0C233C) Sample 6.94:1 / 12.08:1 Pass Pass Black (#333333) Sample 5.51:1 / 9.6:1 Pass Pass Font color Sample Contrast ratio Normal text AA Large text AA KPMG Blue (#00338D) Sample 11.3:1 Pass Pass Cobalt Blue (#1E49E2) Sample 6.76:1 Pass Pass Dark Blue (#0C233C) Sample 15.89:1 Pass Pass Black (#333333) Sample 12.63:1 Pass Pass Font color Sample Contrast ratio Normal text AA Large text AA KPMG Blue (#00338D) Sample 8.59:1 Pass Pass Cobalt Blue (#1E49E2) Sample 5.14:1 Pass Pass Dark Blue (#0C233C) Sample 12.08:1 Pass Pass Black (#333333) Sample 9.6:1 Pass Pass W3C color compliance Quick reference – color & typography Dark backgroundsLight backgrounds White background (#FFFFFF) Font color Sample Contrast ratio Normal text AA Large text AA White (#FFFFFF) Sample 11.3:1 Pass Pass Light Blue (#ACEAFF) Sample 8.59:1 Pass Pass KPMG Blue background (#00338D) Light Blue background (#ACEAFF) Font color Sample Contrast ratio Normal text AA Large text AA White (#FFFFFF) Sample 6.76:1 Pass Pass Light Blue (#ACEAFF) Sample 5.14:1 Pass Pass Cobalt Blue background (#1E49E2) Font color Sample Contrast ratio Normal text AA Large text AA White (#FFFFFF) Sample 15.89:1 Pass Pass Light Blue (#ACEAFF) Sample 12.08:1 Pass Pass Dark Blue background (#0C233C) Pacific/Light Blue gradient (#00B8F5 & #ACEAFF) Font color Sample Contrast ratio Normal text AA Large text AA White (#FFFFFF) Sample 7:1 / 6.76:1 Pass Pass Light Blue (#ACEAFF) Sample 5.32:1 / 5.14:1 Pass Pass Purple/Cobalt Gradient gradient (#7213EA & #1E49E2)
KPMG brand guidelinesPage 129 W3C color compliance On the following pages you will find the test results for AA for our five font colors and the various possible color combinations. They are grouped in the following order: 1. KPMG Blue 2. White 3. Cobalt 4. Light Blue 5. Dark Blue 6. Black 7. Gray 1
KPMG brand guidelinesPage 130 KPMG Blue Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components KPMG Blue (#00338D) on White (#FFFFFF) Sample 11.3:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Light Blue (#ACEAFF) Sample 8.59:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Blue (#76D2FF) Sample 6.69:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Pacific Blue (#00B8F5) Sample 4.93:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Pink (#FD349C) Sample 3.3:1 Fail Pass Text Input ★ Pass KPMG Blue (#00338D) on Cobalt Blue (#1E49E2) Sample 1.67:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Dark Blue (#0C233C) Sample 1.4:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Purple (#7213EA) Sample 1.61:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components KPMG Blue (#00338D) on Gray 5 (#E5E5E5) Sample 8.97:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Light Green (#63EBDA) Sample 7.76:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Gray 4 (#B2B2B2) Sample 5.33:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Light Purple (#B497FF) Sample 4.74:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Light Pink (#FFA3DA) Sample 6.19:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Green (#00C0AE) Sample 4.92:1 Pass Pass Text Input ★ Pass KPMG Blue (#00338D) on Gray 3 (#989898) Sample 3.91:1 Fail Pass Text Input ★ Pass KPMG Blue (#00338D) on Dark Purple (#510DBC) Sample 1.14:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Dark Pink (#AB0D82) Sample 1.67:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Dark Green (#098E7E) Sample 2.78:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Gray 1 (#333333) Sample 1.11:1 Fail Fail Text Input ★ Fail KPMG Blue (#00338D) on Gray 2 (#666666) Sample 1.96:1 Fail Fail Text Input ★ Fail
KPMG brand guidelinesPage 131 White Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components White (#FFFFFF) on KPMG Blue (#00338D) Sample 11.3:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Cobalt Blue (#1E49E2) Sample 6.76:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Dark Blue (#00338D) Sample 15.89:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Purple (#7213EA) Sample 7:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Pink (#FD349C) Sample 3.41:1 Fail Pass Text Input ★ Pass White (#FFFFFF) on Light Blue (#ACEAFF) Sample 1.31:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Blue (#76D2FF) Sample 1.68:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Pacific Blue (#00B8F5) Sample 2.28:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components White (#FFFFFF) on Dark Purple (#510DBC) Sample 9.84:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Gray 1 (#333333) Sample 12.63:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Gray 2 (#666666) Sample 5.74:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Dark Pink (#AB0D82) Sample 6.74:1 Pass Pass Text Input ★ Pass White (#FFFFFF) on Dark Green (#098E7E) Sample 4.05:1 Fail Pass Text Input ★ Pass White (#FFFFFF) on Gray 3 (#989898) Sample 2.88:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Gray 4 (#B2B2B2) Sample 2.12:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Gray 5 (#E5E5E5) Sample 1.25:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Green (#00C0AE) Sample 2.29:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Light Purple (#B497FF) Sample 2.38:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Light Pink (#FFA3DA) Sample 1.82:1 Fail Fail Text Input ★ Fail White (#FFFFFF) on Light Green (#63EBDA) Sample 1.45:1 Fail Fail Text Input ★ Fail
KPMG brand guidelinesPage 132 Cobalt Blue Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Cobalt Blue (#1E49E2) on White (#FFFFFF) Sample 6.76:1 Pass Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Light Blue (#ACEAFF) Sample 5.14:1 Pass Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Blue (#76D2FF) Sample 4:1 Fail Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Pacific Blue (#00B8F5) Sample 2.95:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Purple (#7213EA) Sample 1.03:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Pink (#FD349C) Sample 1.97:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on KPMG Blue (#00338D) Sample 1.67:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Dark Blue (#0C233C) Sample 2.35:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Cobalt Blue (#1E49E2) on Gray 5 (#E5E5E5) Sample 5.36:1 Pass Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Light Green (#63EBDA) Sample 4.64:1 Pass Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Light Pink (#FFA3DA) Sample 3.7:1 Fail Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Gray 4 (#B2B2B2) Sample 3.18:1 Fail Pass Text Input ★ Pass Cobalt Blue (#1E49E2) on Gray 1 (#333333) Sample 1.86:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Gray 2 (#666666) Sample 1.17:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Gray 3 (#989898) Sample 2.34:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Dark Green (#098E7E) Sample 1.66:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Green (#00C0AE) Sample 2.94:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Dark Purple (#510DBC) Sample 1.45:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Light Purple (#B497FF) Sample 2.83:1 Fail Fail Text Input ★ Fail Cobalt Blue (#1E49E2) on Dark Pink (#AB0D82) Sample 1:1 Fail Fail Text Input ★ Fail
KPMG brand guidelinesPage 133 Light Blue Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Light Blue (#ACEAFF) on Dark Blue (#0C233C) Sample 12.08:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on KPMG Blue (#00338D) Sample 8.59:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Purple (#7213EA) Sample 5.32:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Cobalt Blue (#1E49E2) Sample 5.14:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Blue (#76D2FF) Sample 1.28:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Pacific Blue (#00B8F5) Sample 1:74:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Pink (#FD349C) Sample 2.59:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on White (#FFFFFF) Sample 1.31:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Light Blue (#ACEAFF) on Dark Purple (#510DBC) Sample 7.48:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Dark Pink (#AB0D82) Sample 5.13:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Gray 1 (#333333) Sample 9.6:1 Pass Pass Text Input ★ Pass Light Blue (#ACEAFF) on Gray 2 (#666666) Sample 4.36:1 Fail Pass Text Input ★ Pass Light Blue (#ACEAFF) on Dark Green (#098E7E) Sample 3.08:1 Fail Pass Text Input ★ Pass Light Blue (#ACEAFF) on Gray 3 (#989898) Sample 2.19:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Gray 4 (#B2B2B2) Sample 1.61:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Gray 5 (#E5E5E5) Sample 1.04:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Green (#00C0AE) Sample 1.74:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Light Purple (#B497FF) Sample 1.81:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Light Pink (#FFA3DA) Sample 1.38:1 Fail Fail Text Input ★ Fail Light Blue (#ACEAFF) on Light Green (#63EBDA) Sample 1.1:1 Fail Fail Text Input ★ Fail
KPMG brand guidelinesPage 134 Dark Blue Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Dark Blue (#0C233C) on White (#FFFFFF) Sample 15.89:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Light Blue (#ACEAFF) Sample 12.08:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Blue (#76D2FF) Sample 9.4:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Pacific Blue (#00B8F5) Sample 6.94:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Pink (#FD349C) Sample 4.65:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Cobalt Blue (#1E49E2) Sample 2.35:1 Fail Fail Text Input ★ Fail Dark Blue (#0C233C) on KPMG Blue (#00338D) Sample 1.4:1 Fail Fail Text Input ★ Fail Dark Blue (#0C233C) on Purple (#7213EA) Sample 2.26:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Dark Blue (#0C233C) on Light Green (#63EBDA) Sample 10.91:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Gray 4 (#B2B2B2) Sample 7.49:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Gray 5 (#E5E5E5) Sample 12.61:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Light Pink (#FFA3DA) Sample 8.7:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Light Purple (#B497FF) Sample 6.66:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Green (#00C0AE) Sample 6.92:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Gray 3 (#989898) Sample 5.5:1 Pass Pass Text Input ★ Pass Dark Blue (#0C233C) on Dark Green (#098E7E) Sample 3.92:1 Fail Pass Text Input ★ Pass Dark Blue (#0C233C) on Gray 1 (#333333) Sample 1.25:1 Fail Fail Text Input ★ Fail Dark Blue (#0C233C) on Gray 2 (#666666) Sample 2.76:1 Fail Fail Text Input ★ Fail Dark Blue (#0C233C) on Dark Purple (#510DBC) Sample 1.61:1 Fail Fail Text Input ★ Fail Dark Blue (#0C233C) on Dark Pink (#AB0D82) Sample 2.35:1 Fail Fail Text Input ★ Fail
KPMG brand guidelinesPage 135 Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Black (#000000) on White (#FFFFFF) Sample 21:1 Pass Pass Text Input ★ Pass Black (#000000) on Light Blue (#ACEAFF) Sample 15.96:1 Pass Pass Text Input ★ Pass Black (#000000) on Blue (#76D2FF) Sample 12.43:1 Pass Pass Text Input ★ Pass Black (#000000) on Pacific Blue (#00B8F5) Sample 9.17:1 Pass Pass Text Input ★ Pass Black (#000000) on Pink (#FD349C) Sample 6.14:1 Pass Pass Text Input ★ Pass Black (#000000) on Cobalt Blue (#1E49E2) Sample 3.1:1 Fail Pass Text Input ★ Pass Black (#000000) on KPMG Blue (#00338D) Sample 1.85:1 Fail Fail Text Input ★ Fail Black (#000000) on Purple (#7213EA) Sample 2.99:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Black (#000000) on Light Green (#63EBDA) Sample 14.42:1 Pass Pass Text Input ★ Pass Black (#000000) on Gray 5 (#E5E5E5) Sample 16.67:1 Pass Pass Text Input ★ Pass Black (#000000) on Gray 4 (#B2B2B2) Sample 9.9:1 Pass Pass Text Input ★ Pass Black (#000000) on Light Purple (#B497FF) Sample 8.81:1 Pass Pass Text Input ★ Pass Black (#000000) on Light Pink (#FFA3DA) Sample 11.5:1 Pass Pass Text Input ★ Pass Black (#000000) on Green (#00C0AE) Sample 9.15:1 Pass Pass Text Input ★ Pass Black (#000000) on Gray 3 (#989898) Sample 7.27:1 Pass Pass Text Input ★ Pass Black (#000000) on Dark Green (#098E7E) Sample 5.18:1 Pass Pass Text Input ★ Pass Black (#000000) on Dark Pink (#AB0D82) Sample 3.11:1 Fail Pass Text Input ★ Pass Black (#000000) on Gray 2 (#666666) Sample 3.65:1 Fail Pass Text Input ★ Pass Black (#000000) on Dark Purple (#510DBC) Sample 2.13:1 Fail Fail Text Input ★ Fail Black (#000000) on Gray 1 (#333333) Sample 1.66:1 Fail Fail Text Input ★ Fail Black
KPMG brand guidelinesPage 136 Primary text colors: Text on primary palette backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Gray 1 (#333333) on White (#FFFFFF) Sample 12.63:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Light Blue (#ACEAFF) Sample 9.6:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Blue (#76D2FF) Sample 7.48:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Pacific Blue (#00B8F5) Sample 5.51:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Pink (#FD349C) Sample 3.69:1 Fail Pass Text Input ★ Pass Gray 1 (#333333) on Cobalt Blue (#1E49E2) Sample 1.86:1 Fail Fail Text Input ★ Fail Gray 1 (#333333) on KPMG Blue (#00338D) Sample 1.11:1 Fail Fail Text Input ★ Fail Gray 1 (#333333) on Purple (#7213EA) Sample 1.8:1 Fail Fail Text Input ★ Fail Primary text colors: Text on infographics and charts backgrounds Text sample Contrast ratio Normal text WCAG AA Large text WCAG AA Graphical objects and user interface components Gray 1 (#333333) on Light Green (#63EBDA) Sample 8.67:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Gray 5 (#E5E5E5) Sample 10.02:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Gray 4 (#B2B2B2) Sample 5.95:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Light Purple (#B497FF) Sample 5.3:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Light Pink (#FFA3DA) Sample 6.92:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Green (#00C0AE) Sample 5.5:1 Pass Pass Text Input ★ Pass Gray 1 (#333333) on Gray 3 (#989898) Sample 4.37:1 Fail Pass Text Input ★ Pass Gray 1 (#333333) on Dark Green (#098E7E) Sample 3.11:1 Fail Pass Text Input ★ Pass Gray 1 (#333333) on Dark Purple (#510DBC) Sample 1.28:1 Fail Fail Text Input ★ Fail Gray 1 (#333333) on Dark Pink (#AB0D82) Sample 1.87:1 Fail Fail Text Input ★ Fail Gray 1 (#333333) on Gray 1 (#333333) Sample 1:1 Fail Fail Text Input ★ Fail Gray 1 (#333333) on Gray 2 (#666666) Sample 2.2:1 Fail Fail Text Input ★ Fail Gray 1
KPMG brand guidelinesPage 137 Contact If you have any questions, please contact Global Brand. Brand Central www.brand.kworld.kpmg.com For KPMG users www.brand.kpmg.com For third-party vendors © 2022 Copyright owned by one or more of the KPMG International entities. KPMG International entities provide no services to clients. All rights reserved. KPMG refers to the global organization or to one or more of the member firms of KPMG International Limited (“KPMG International”), each of which is a separate legal entity. KPMG International Limited is a private English company limited by guarantee and does not provide services to clients. For more detail about our structure please visit home.kpmg/governance. The KPMG name and logo are trademarks used under license by the independent member firms of the KPMG global organization. Throughout this document, “we”, “KPMG”, “us” and “our” refers to the global organization or to one or more of the member firms of KPMG International Limited (“KPMG International”), each of which is a separate legal entity. Designed by Evalueserve. Publication name: Brand guidelines | March 2022 Publication number: 138005-G Publication date: March 2022 For Internal Use home.kpmg/socialmedia