KUMU
Index

Welcome to Kumu's Brand Tools. This comprehensive toolkit is your compass for crafting your brand's identity, maintaining consistency and exploring the limitless possibilities of thoughtful, intelligent design. Dive in and discover the building blocks that define your brand, empowering you to tell the story of Kumu.

Index
1.0
Brand Strategy

Kumu [koo-moo] means teacher, coach or guide. Or, more broadly, the foundation or source of knowledge. In Hawaiian culture, kumu means a revered or respected teacher who imparts wisdom, skills and cultural knowledge to students. It also means foundation or base. It reflects the deep respect Hawaiians have for their teachers and is aligned with the principles that we want to emulate on the platform: connection, knowledge, growth and the ‘Aloha Spirit’ which embodies the values of love, compassion and mutual respect.

KUMU
Brand Strategy
01Expert Knowledge.

Kumu. Empowering experts. Building knowledge.

We believe in the power of expert knowledge to motivate and elevate. To guide and to grow. We champion not just wisdom, but the active sharing of that wisdom, because we know what the result can be. Expanded horizons. Elevated experiences. Deeper understanding.

02Amplified impact.

Kumu is knowledge. Amplified for impact.

Every decision we make is about supporting people to do more and be more. Kumu is where credentialed creators have the tools to expand their reach, and where users can access trusted information. Kumu is where everyone has a voice, and where they can be seen and heard to make a positive difference.

03Good humans.

Because, at the end of the day, technology is only a tool. We’re for wellbeing and human beings. We’re here to do good.

We see the value that good people can bring to our world, and we are here to help make that happen. From our founders to our backers to everyone we work with, we’re in it to make a genuine and positive difference. We balance kindness with trust. Compassion with purpose.

04Inspiring community.

A place to inspire. A place to find inspiration.

Together, we can change. Kumu is a beacon for a community seeking a trusted source. It is also a platform to create new connections, bringing people together with common interests and shared passions. A place of purpose, always growing and continuing to make a difference.

1.1 Brand Values
KUMU
Brand Strategy

Kumu is where good humans share expert knowledge to inspire communities and amplify impact.

1.2 Brand Essence
KUMU
Brand Strategy
01Intelligent

We’re all about expertise so being intelligent is fundamental to our personality. Our tone is clever, but never intimidating. We are more thoughtful, intuitive and occasionally witty.

02Positive

We are positive about the difference we can make so we embrace that enthusiasm. We have energy. Verve. We are bright, but not bubbly. We brim with optimism.

03Trusted

We lead with authenticity. We balance friendliness with professionalism, keeping our tone genuine rather than fluffy or over the top. The volume we speak at is quiet.

04Approachable

Our visual expression and our language are considered to ensure we are clear. While we are not for every sector, we need to be easily understood by most.

1.3 Personality & Tone
KUMU
Brand Strategy
1.4 Positioning Statement
KUMU
Brand Strategy

Medium Length

Kumu is the only content platform that connects individuals with verified experts to empower wellbeing. A place for good humans to share knowledge, build trust and amplify impact.

Extended Length

Kumu is the only expert-led content platform that connects individuals with creators in health and wellbeing. A place for good humans to share knowledge, build connections and empower wellbeing.

Within a single platform, experts have all the tools they need to create on their terms and reach every user every time. With technology that reduces their admin, Kumu enables them to focus on what they do best.

In a world of misinformation, it’s never been more important to help those who want to make a difference. Kumu makes it possible. Kumu amplifies the impact of specialists for or a community seeking a trusted source of knowledge.

1.5 Positioning Statement — Long
2.0
Brandmark

In this section, you'll find details about Kumu's brandmark. The brandmark design conveys our brand's boldness and inclusiveness while outwardly projecting a strong leader persona. This emblematic wordmark embodies our commitment to building a community of intelligence.

KUMU
Brandmark

The Kumu brandmark is designed to create a feeling of boldness and flexiblity. It can appear in either graphite, white, or the Kumu Kelly Green. It can appear over an image but should not be recoloured or altered to suit abnormal applications.

Shown here is the Primary Brandmark.

2.1 Primary Brandmark
KUMU
Brandmark

The Kumu brand has also be adapted into a responsive set of brandmarks. This allows users to maximise legibility and also recognizability for each size and type of communication your brand may require.

2.2 Alternative Brandmarks
KUMU
Brandmark

As a way to shift the focus from the Kumu brand to the creators, the brand can adopt a secondary role by being treated in a key-line overlayed with photography. The brand becomes a vehicle to show clarity by intelligently harnessing photography focus.

The weight of line applied to the logo is determined by its scale and contrast to the background image. Please use you creative discretion as to how heavy or light the line needs to be. The intention is the line should never be a heavy weight as this will shift the focus back to the brand rather that adopting a supporting role as intended.

 

2.3 Alternative Brandmark
KUMU
Brandmark

Clear space is used to ensure the Kumu brandmark is easily identifiable. Generally, these elements should sit well clear of other elements such as type. However, in smaller applications, the minimum clear space illustrated below should be observed. Note that clear space rules do not apply to the edge of a page.

2.4 Clearspace
KUMU
Brandmark

In small scale applications there are two brand options available. One being the secondary brandmark where the Kumu brand is stacked to maximise legibility while the second being the K from the brandmark.

2.5 Favicons
KUMU
Brandmark

When the Kumu brand is locked up with a partner it is critical that the Kumu brand remains prominent and always the hero. Shown here a examples of the balanced relationship of both horizontal and vertical arrangements.

2.6 Logo Relationships
3.0
Colour

Discover Kumu's colour palette, balancing strength, playfulness and a point of difference. As a part of the brand there is a primary palette and supporting accent palette.

It is important to note that any of the accent colours can be used as shades or percentages in increments of 10%. This allows flexibility and adaptability when applying this colour palette.

Graphite
20%
Digital
RGB
32 36 33
HEX
202421
Print
CMYK
73 63 67 72
PMS
Upon request
Kelly Green
20%
Digital
RGB
64 183 106
HEX
40B76A
Print
CMYK
72 0 80 0
PMS
Upon request
Linen
20%
Digital
RGB
231 220 202
HEX
E7DCCA
Print
CMYK
9 11 20 0
PMS
Upon request
Silver Grass
20%
Digital
RGB
201 212 202
HEX
C9D4CA
Print
CMYK
21 9 20 0
PMS
Upon request
Sage
10%
Digital
RGB
100 116 105
HEX
647469
Print
CMYK
62 42 56 16
PMS
Upon request
Candy
10%
Digital
RGB
244 156 195
HEX
F49CC3
Print
CMYK
1 48 0 0
PMS
Upon request
3.1 Primary Colour Palette
Sky
25%
Digital
RGB
186 217 232
HEX
BAD9E8
Print
CMYK
25 5 5 0
PMS
Upon request
Lilac
25%
Digital
RGB
204 195 221
HEX
CCC3DD
Print
CMYK
18 21 2 0
PMS
Upon request
Merlot
25%
Digital
RGB
145 74 83
HEX
914A53
Print
CMYK
35 77 56 20
PMS
Upon request
Mint
25%
Digital
RGB
185 220 168
HEX
B9DCA8
Print
CMYK
29 0 43 0
PMS
Upon request
3.2 Accent Colour Palette
KUMU
Colour

Shown here are the preferred colour-ways that enable the Kumu brand to maintain a strong contrast legibility while informing the colour brand hierarchy.

3.3 Colour Hierarchy
KUMU
Colour

This page is an example of the strongest colour pairings in order to maintaining a clear and consistent colour contrast. These colour pairings are best suited to brand focused communications such as presentations and social media content.

3.4 Colour Typography Hierarchy Presentations
KUMU
Colour

Shown here are the recommended colour pairings that are suitable for any UX design. These colours have been tested against the WCA guidelines.

Each colour pairing varies on the scale of contrast so please use this as guide for any future development. Your own colour testing should be undertaken to ensure the Kumu brand is accessible to everyone.

 

3.5 Colour Typography Hierarchy UX
4.0
Typography

This section contains all of Kumu's typographic approach and typeface.
We feature a modern, contemporary san serif type treatment.

KUMU
Typography

Kumu uses Aileron as its primary typeface. It is applied in four weights, Light, Regular, Semi bold and bold.

Visit Typefoundry

4.1 Primary Typeface
KUMU
Typography
4.2 Typeface
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Typography

This page gives you an example as to the Kumu type hierarchy. Hierarchy refers to the overall structure of a messaging, scale and weight relationship between elements within the text, to emphasise readable importance.

4.3 Paragraph Styles
KUMU
Typography

This page addresses the hierarchy across documents where information is heavy and light. The typography point scale is based on a 16:9 ratio presentation.

4.4 Paragraph Styles
5.0
Design Elements

Across the Kumu brand there are many opportunities to draw from the visual elements to create compelling, intelligent and engaging communications.

KUMU
Design Elements

Shown here are the design elements that make up the aesthetic of the Kumu brand. They include, text on paths, rounded corner edges of colour blocks and or images, key-line devices and blurred/focused photography.

5.1 Design Elements
KUMU
Design Elements

Across the digital space there will be instances where icons need to be implemented. Any icon design needs to be simple and globally identifiable. Shown here is an overview of  an iconography set which can be downloaded for your use.

5.2 Iconography
6.0
Application
KUMU
Application

Showcasing features and benefits of the platform are key to the User Experience. This is an example of how to hero the platform in a contemporary and succinct way.

6.1 Platform Features
KUMU
Application

Shown here is how all the elements of colour, typography, hierarchy and imagery come together to tell the Kumu brand story across digital presentations.

6.2 Digital Presentation
KUMU
Application

In the digital landscape the Kumu brand is active and engaging through colour and story telling. Here is a glimpse of how the brand comes to life.

6.3 Social Application
7.0
Assets

Feel free to experiment and push the boundaries with these design elements. They are not just tools; they are stepping stones for your creative innovation.

Assets