Created: June 2021
Updated: July 2021
Brand Guidelines
Graphic Elements
video
ICONS
Photography
Typography
Logos
BRAND EXPRESSION
Colors
ABOUT
As Kasasa has evolved, we’ve adapted our identity to reflect our brand and our mission to help community financial institutions across the nation better serve their own customers by helping them find banking solutions that fit their needs. This guide is designed to define the Kasasa brand and to serve as a blueprint for the creation of content that brings it to life. The consistent use of these guidelines will ensure an identity system and message that come across as unified to our clients and our employees. Although individual marketing campaigns will each have their own unique characteristics, each should fall within the established parameters of the overarching brand. The same commitment to cohesion applies to the use of the Kasasa brand by other internal teams, such as the Product team, Instructional Design team, or RED team.
About the kasasa brand
The who: We’re a seasoned fintech company devoted to helping people make smarter financial choices and strengthening communities nationwide. The how: We equip community financial institutions with world-class products — giving them the edge and a reason for people to bank local. These products are both rewarding and secure, providing account holders with the best of both worlds. The why: Everyone should have access to world-class products. And banking local means keeping money in your community, where it can do more good.
KASASA BRAND POSITIONING
To unite consumers, financial institutions, and service providers — so every person in every local community can access the rewards they want, the loans they deserve, and the security they need. We break down tech, budget, and geographic barriers to give community banks and credit unions the edge to compete. Because we believe we’re smarter together, with the strength in numbers to challenge the status quo. Points of differentiation: Badass products + local community service Kasasa makes world-class products more accessible to everyone through local community financial institutions — so people can be smarter with their finances and keep their money where it counts. Competitors may offer great products, or local service. But not both.
The Kasasa mission
Kasasa is a belief that people should get something back for entrusting a financial institution with their money. We are The People’s Champion Once exclusively considered an Outlaw going against the mainstream to lead the charge for something bigger, our mission has grown to offer consumers the strength and security of a Guardian as well. Together, those two archetypes create a new model: The People’s Champion. Kasasa continues to fight for consumers and their communities, inspiring passion and putting the power back into the hands of the people, so they can take control of their own financial futures.
kasasa as a philosophy
Everything we put out should be infused with passion, boldness, and emotion — reflecting dedication to our mission and setting our brand apart. We aren’t in this for ourselves. We’re in this for the people and communities nationwide (and to take down megabanks). Savvy: Kasasa makes the intimidating more engaging, brings the over-your-head down to eye-level, and keeps the mundane interesting with a smart joke and a wry smile. Moxie: The audacity, the tenacity, the nerve. Kasasa doesn’t just tell it how it is, we tell it how it should be — bold in our ambitions, unwavering in dedication, and fearless in tone. Heart: We’re united in passion. Driven to do what’s right, not by our own self interests. And we let the human goodness of real people and communities shine, lifting them up to their loftiest aspirations.
brand personality
Badassitude: The best, nothing less. Our combination of world-class products and community-driven service gives you the best of both worlds 5-star leadership: Get results, not excuses. When you choose Kasasa, you own your own future, with the power and clarity to take control of your finances, make smart decisions, and see the impact. Love: People are our purpose. Kasasa makes sure your best interests are always at heart. Interdependence: Together, we are stronger. Kasasa connects everyday people, financial institutions, and service providers to create stronger communities
brand values
Download ppt template
learn more about our brand
mission
philosophy
Personality
positioning
values
BACK
VOICE AND TONE
Download logo assets
The wordmark The Kasasa wordmark is the embodiment of our brand. The unique letter forms are clear and friendly, with unexpected details that allow us to stand out.
LOGOS
RUles for our primary logo
The symbol In 2021, the Mainstreet symbol was created. The symbol, which resembles a street sign, represents the convergence of technology and tradition, with communities at the center.
Our primary logo The addition of the symbol to the wordmark is our new primary Kasasa Brand Logo — which exemplifies our values and mission.
RUles for the symbol
RUles for the wordmark
Our primary logo This logo should be used on all collateral, except in unusual circumstances when only the wordmark or symbol can be shown. When the full color logos cannot be used, please use either the white or black versions. Horizontal and vertical versions are equally acceptable to use.
Versions
Clear Space
Unacceptable Usage
The clear space around the logo is indicated by X, which is equal to the height of the K in KASASA.
It's very important to maintain the integrity of the logo.
The symbol In general, we prefer to show the Mainstreet symbol in combination with the wordmark. However, it can be used as a graphic element, a watermark, or in specialized cases without the wordmark, like on social pages. The single-color version (in white or black) appears slightly different from the full color version to allow the representation of the street sign to shine through.
The clear space around the symbol is indicated by X, which is equal to the height of the K in KASASA.
It's very important to maintain the integrity of the symbol.
The wordmark The wordmark should only be represented in Kasasa red, black, or white. In general, we prefer the wordmark to be shown in combination with the Mainstreet symbol.
Solid colors
details about solid colors
Gradient colors
details about gradient colors
Solid colors The four primary colors are used in our icons, buttons, charts, graphs, and gradients. The secondary colors may only be used as needed in charts and graphics to round out the primary colors. The grey tones are used for copy and in support graphics as needed.
primary
secondary
greys
COLORS
Download color swatches
PMS: 144 CMYK: 0, 49, 100, 0 RGB: 244, 129, 38 HEX: f48126
Firestarter Orange
PMS: 1795 CMYK: 0, 100, 100, 10 RGB: 212, 26, 38 HEX: d41a27
Kasasa Red
PMS: 248 CMYK: 40, 100, 10, 0 RGB: 162, 35, 128 HEX: a22380
Valiant Violet
PMS: 2718 CMYK: 65, 40, 0, 0 RGB: 101, 105, 175 HEX: 6569af
Blue Heart
PMS: 7459 CMYK: 100, 0. 10, 10 RGB: 75, 162, 201 HEX: 4ba2c9
Rising Tide
PMS: 325 CMYK: 54, 0, 20, 0 RGB: 71,168, 148 HEX: 47a894
Serene Green
PMS: 1225 CMYK: 0, 30, 80, 0 RGB: 251,187, 75 HEX: fbbb4b
New Day Yellow
PMS: 7547 CMYK: 80, 70, 60, 65 RGB: 27, 38, 45 HEX: 1b262d
Magnetic Ink
PMS: 7545 CMYK: 65, 50,50, 20 RGB: 98, 107, 110 HEX: 626b6e
Full Slate
PMS: 7543 CMYK: 40, 35, 35, 0 RGB: 153, 153, 154 HEX: 99999a
Phoenix Ash
The color palette includes a full spectrum of colors, which allows us the flexibility to select colors appropriate to subject matter and tone. All colors have rich saturation for a bold visual impact.
Gradient colors The primary gradient is a key component of our visual brand. It's composed of our four primary colors and used in large surface areas, triangular shapes, and directional lines. The gradient always starts with Firestarter Orange on the left. While the gradient always stays horizontal, the angle may vary, allowing for a diagonal gradient effect (shown in the menu to your left). Secondary gradients, which are composed of two colors each, may be used in CTA buttons and other support graphics.
• Firestarter Orange
* It is our strategy to represent color and contrast in extremes to illustrate the duality of our brand. We do this by showing large surfaces of bright gradients of color, balanced by large areas of white space.
• Blue Heart
• Valient Violet
• Kasasa Red
typography
Download fonts
Korolev* Korolev is the primary typeface for headlines, subheads, and body copy. It is designed to be legible in a range of sizes and weights. Depending on the need, any weight may be used, although the sweet spot ranges from bold to light.
*We prefer to use the Adobe Type kit version of Montserrat. If given the option, please choose that.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 123456789
Montserrat* Montserrat is the preferred typeface for CTAs, support text, graphics, and wherever secondary content is needed. It can also be used for body copy. Depending on the need, any weight may be used — although the sweet spot ranges from bold to light.
* When Korolev can't be used due to technical constraints, Roboto is an acceptable substitute.
Silhouettes We highly prefer images of silhouetted people to be shown in (high-contrast) greyscale*. We want crisp black and whites to compliment the bright colors in our palette. This is an important component of our brand style. People can be shown alone or grouped together to create different demographic mixes. We love showing people with devices that represent the interaction with our digital products. Objects, like mobile devices, should remain in color.
people
objects
rules
People
Objects
PHOTOGRAPHY
Ensuring a consistent style and quality of photography strengthens the brand across different areas of work. All photos have stopping power. They are simple, natural, and authentic. Colors are vibrant and subjects exude positivity. People are represented in all stages of life, looking confident and optimistic. They exemplify our brand. They are empowered, energetic, and free. Our landscapes are textural and cover broad geographies. Object and business scenes are used to support products, blogs, and articles. Images are presented as either silhouettes or full frame.
Silhouettes
details about silhouettes
Full frame images With people and objects, backgrounds are simple, allowing subjects to pop. We love showing a combination of people with our products, as the 'object'. Landscapes can be represented in full color, greyscale, or with a primary gradient colorwash.
Gradient overlays are only allowed over greyscale landscape images. Follow the Photshop screen shots to achieve the correct saturation.
landscapes
When selecting images, avoid the following: • Business metaphors • Unnatural settings • Busy images
• Wide-lens angles • Disruptive sunflares • Gloomy settings
Full frame
details about FULL FRAME
* There are special circumstances where silhouettes can be in color. Consult with a brand manager.
When creating silhouettes, maintain the original image in the bottom layer. Isolate the image with a layer mask. The black layer is a clipping mask above the image layer. The blending mode is set to 'Color'.
When selecting images, look for the following: • Backgrounds that are simple and easy to cut out • Subjects that are not obscured by foreground images
Download .psd example file
Primary Icons When building new icons, it's important to follow all instructions to ensure consistency. Use objective vantage points that are straight-on, or profile view. Icons appear flat with lighter shapes providing contrast and further dimension. Primary icons can be abstract or literal. Use discretion based on use cases.
space
COLOR
structure
Primary icons
details about primary icons
Secondary icons
details about secondary icons
Kasasa icons represent ideas, subjects, or actions. They can communicate messages quickly and add emphasis to important information. Each icon is designed to pair harmoniously with the desired content. Designers can choose whether a literal or abstract representation is most appropriate. When designed with care, Kasasa icons can be a positive and visually interesting way to guide a user’s experience. To maintain this, it’s important to keep the interaction simple by deploying icons sparingly and with clear intention.
Icons are two-toned, and can be colored or reversed out to white.
Colored Use any of Kasasa’s primary colors as the base, combined with the same color lightened down to 25%. Lighter elements should always be behind full color elements.
White Use white as the base, combined with white at a 50% opacity, so background color shows through. Transparent elements should always be behind white elements.
Size Icons must be designed on a 48x48 pixel artboard. This is to ensure the scalability and consistency of the end design, and that no details are lost when the icon is reduced. Angles Use 45° angles for all shapes. Use increments of 15° when necessary for other angles needed to best depict the subject matter. Corners As a basic guideline, all corners must have a consistent radius of 2px. Increase by multiples of two when necessary to provide more definition. Designers may design optically and ignore this rule only in areas where a corner is not needed in smaller details (e.g., dollar signs).
48px
45°
2px
Negative space Negative space can be used to add further detail and provide contrast if overlapped shapes need more definition. This method should be used sparingly and only to provide further clarity on subject matter. Gap Use at least a 2px gap between icon shapes to ensure consistent spacing and correct viewing at small sizes. Padding Grid must contain 2px padding. This ensures the icons retain scalability and surrounding white space upon export. Icon(s) should remain within padding.
Download icon assets
Secondary Icons Secondary icons are line art images. Line weight is thin and elegant. It is acceptable to use existing vector files from Getty. We love the Modern Thin Line series. Secondary icons should be used when a page is icon-heavy, when icons are used as bullet points and when there are already a large number of primary icons on a page. While primary icons can be abstract, secondary icons should be literal.
Icons are one color, and can be reversed out to white.
Colored Any color in our palette can be applied to the secondary icons.
White When representing icons on a colored background, reversing them to white is appropriate.
Rules to be added
VIDEO
Our graphic elements are simple. They consist of diagonal pinstripes and shapes with our color gradient. We also use rounded boxes with strokes and dropshadows.
Download graphic elements
graphic elements
HEX: #929497 40% opacity
Diagonal pinstripes Pinstripes can be displayed at an angle that works for your composition. They are thin relative to the layout, keeping them refined and subtle. As shown, the lines fade from a hex color of #929497 at 40% to #FFFFFF at 20%. This allows the lines to fade into a white background, while still being visible on a colored background.
DETAILS
Diagonal pinstripes We use pinstipes to break up large swaths of color saturation, or white space. It adds depth, motion and texture.
RUles for PINSTRIPES
Color gradients The gradient, itself, acts as a graphic element. Any angled shape can be filled with the gradient. We do not recommended filling rounded shapes with the gradient, except in the app and debit card.
RUles for rounded boxes
Rounded boxes Sometimes, we use rounded boxes as containers for content. They add visual interest, allow content to pop, and break up large areas of copy.
HEX: #ffffff 20% opacity
Rounded boxes Rounded boxes can be used as needed to help information pop. Make sure to not overwhelm a page with too many boxes.
Stroke: Thickness: 1px, Color: #626b6e Corners: Radius: 20px (May go down to as low as 10px in some cases)
Dropshadow: Color: #000000 Photoshop: Opacity: 20º Angle: 90º Distance: 5px Spread: 18% Size: 24px
Illustrator: Opacity: 30º X Offset: 0px Y Offset: 0px Blur: 14pt
brand expression
We vary the expression of our brand for different audiences.
Brand expression
For the retail consumer, graphic elements seem less organized and more randomly placed, to evoke energy and whimsy. This sample Checking page shows randomly placed angles and diagonal pinstripes, playing on negative and positive space for content placement.
For the business partner, graphic elements are placed in repititious patterns, to represent order and organization. This partial sample homepage shows repeating modules with identical forms and a patterned placement of diagonal pinstripes.
examples of consumer
examples of business
Consumer (B2C/D2C) expression
Business (B2B) expression
Consumer (B2C/D2C) expression The brand expression for this audience is all about energy, excitement, color, and impact. We comfortably flood marketing materials with our color gradient, and then balance that saturation with white space and diagonal pinstripes. The silhouetted images play nicely against the sharp edges of the color fields.
Digital Ads
Collateral examples
Direct Mail
Brochure
Billboards
Business (B2B) expression The brand expression for this audience is all about order, structure and a quiet confidence. Gradient colors are used carefully, so as not to overwhelm.
TBD
Always keep in mind: Our brand personality is savvy, moxie, and heart. Our creative should be infused with passion, boldness, and emotion, reflecting dedication to our mission and setting our brand apart.
voice and tone
Kasasa is: • Clear, conversational, fun, disarming • Passionate, energetic, challenging status quo • Confident, smart, trustworthy, helpful Kasasa is not: • Stern, didactic, superior, condescending • Aggressive, angry, frustrated, rude • Cliched, predictable, boring
Talking to consumers Kasasa account holders (both potential and present) are never just numbers. They’re people, looking for ways to make the most of their money — for themselves, for their family, for their community. We are here to help people be proud of their money. To show them that there is an alternative to the megabanks and “how it’s always been.” Our role is that of a trusted advisor, or a helpful friend. Imagine if your best friend, who’d spent years living in the city you’re about to visit, offered to help you plan your vacation, and how fun and useful that conversation would be. Remember: Keep it brief. Make every word count, and if it can be shorter, it probably should.
Download copy guidelines
NOTE: The Kasasa Copy Guidelines has lots of helpful grammar and other info every copywriter should know.
Messaging Framework While the overarching Kasasa brand message to consumers is “be proud of your money,” there are several sub-messages that are more specific to our products. See the chart below. Also, as we continue to roll out the brand on a more public scale, we can use “Kasasa means” to introduce ourselves and better explain the value we bring, on both the brand and product marketing levels. (e.g. “Kasasa means being proud of your money.” “Kasasa means the smartest way to borrow,” etc.)
Kasasa-only-branded / direct to consumer approach (D2C) Our brand voice should always be a direct reflection of who we are, aligning with our “challenger brand” approach. But with our more direct, single-branded approach, we have an outlet where we are able to “turn up the volume” and be more clear about what we’re all about. That means talking more about community and what it means to us, our mission to help people keep their money local. The single-branded, D2C marketing approach allows us to confidently express our own distinct personality. While our cobranded materials will still need to be tempered to match the personalities and comfort levels of those FIs and their brands, now we can speak only as ourselves. As a result, our mission, our beliefs, and our sense of humor can all be expressed in service to our own brand personality, not watered down to please our entire client base. Be clear we’re not a bank. Still (and always), to be clear (and compliant), single-branded materials should strive to make it obvious that we are not a bank, and that we are going to connect with community institutions offering Kasasa products, e.g. “Get the best banking products, available only from community financial institutions nationwide at kasasa.com.”
Co-branded / business to consumer appraoch (B2C) A significant part of the marketing collateral we create are made to represent our partner institutions. Some are printed and used by the FI themselves, and some are used within templates for purchased marketing plans run by Kasasa on behalf of KFIs, where efficiency and direct product promotion is key. Focus on the benefits of the Kasasa product. No matter how the assets are being used, all cobranded materials are “from” the institution. Kasasa is a product they’re selling, and the desired consumer action is to go to that FI, either to a branch or to their site. As such, the voice of the copy should be compatible with their brand personality while still being true to the Kasasa spirit. This most often means being a little more conservative in tone, and focusing much more on the benefits of the product being marketed than the Kasasa brand itself. Because cobranded marketing materials are clearly coming from a financial institution and are driving them to the FI or its site, we do not have to worry about communicating that we’re not a bank. It should always be clear that Kasasa is the product.
Business-to-business approach (B2B) Our corporate marketing voice is personable and professional. Always remember that we are communicating to individuals, not institutions. B2B messaging should feel immediately different than typical financial industry corporate speak, capturing a sense of inspiration, in-it-togetherness, and technological innovation that Kasasa delivers. The tone is confident, but not condescending; think confident optimism. Be direct and clear. Our audience is busy. We should always work to communicate an obvious value with the WIIFM (“what’s in it for me?”) explicitly stated early in the piece. Our tone should be more concrete than abstract; use metaphors after describing straightforwardly what the user/reader/viewer can expect to get or how it helps them. Be a cheerleader as well as a supportive adviser. CFIs are the reason we do this. We should be respectful of the achievements and community legacy the financial institution has achieved on its own. Celebrate CFIs’ and KFIs’ wins and the value they bring to communities, and, where it makes sense, reinforce the idea that Kasasa is the partner who brought that value to life. Finally, reinforce that Kasasa is the only fintech partner whose mission for nearly two decades has been to support CFIs. Always provide proof. CFI leaders appreciate product/service performance data points and like-them performance comparisons. Ensure that every metric and data point is up to date and cite the source. Kasasa product marketing messaging has no room for hyperbole or dubious claims. Protect our reputation for trustworthy and trailblazing thought leadership and promotional content, and you will influence prospect conversion and client satisfaction, retention, and cross-sell rates.
RUles for MESSAGING framework
RUles for Direct-to-consumer
RUles for business-to-consumer
RUles for business-to-business
