Our brand expression

These brand guidelines are a set of tools meant to help colleagues communicate the Korn Ferry brand.

The guidelines are for designers, writers, and anyone else using our brand’s elements. In this document, you will learn how different elements of our brand work together to form our identity. This guide will help you develop compelling work that accurately expresses our brand. We have provided working examples; these can inspire you to make new content or be customized to meet your needs. Creating work that adheres to our guidelines is essential to ensuring the look and feel of our communications achieves our goals and reinforces our brand. Please contact Jonathan Pink or Michelle Lally with questions or feedback.

Header image of people looking at visuals of a galaxy

Our brand book and guides

Use this guide as an overview of how we look, sound and behave - bringing to life our radically human story and "Be More Than" promise.

View Contents

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Our communications can be grouped into three tiers, ranging from the visually-impactful ‘Confront’ group, to the instructive copy-led ‘Convince’ group.

Each group has its own design style. The level of creative impact is in obverse proportion to the level of detail. This mirrors the ‘engagement’ funnel our users experience.

Convince assets are instructive and informative. They are developed to convince our audience that Korn Ferry has the right solution for them. Convince assets include graphical elements and imagery, technical data and descriptive headlines. Formats include PowerPoint, Word docs and whitepapers.

CONVINCE

CONVEY

CONFRONT

CONVEY

This category conveys the brand to audiences who still need convincing. Content-focused with a balanced arrangement of punchy headlines, engaging copy and supporting imagery. Collateral includes case studies, brochures, website, etc.

CONVEY

CONVINCE

CONFRONT

CONVEY

Confront campaigns add a layer of creativity to our brand. Each one should have a point of differentiation—because if they’re all too similar, there’s a danger our audience will become overexposed to our brand and think they’ve seen it all before. This can be in the form of photography, illustration, a supporting font, the secondary color palette or graphic elements. Confront formats include advertising, videos, social media, events, etc.

CONVINCE

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Our brand promise is our commitment to you and our brand partners.

That’s Being More Than.

It’s determination that leads to inspirational progress.

It’s grasping challenging opportunities with both hands, even when they say it can’t be done.

It’s about pushing beyond what you thought was possible.

Being More Than is a commitment.

Be More Than

BE MORE THAN

We must consistently communicate who we are and our commitment to our employees and partners throughout experiences. This can be done in both functional and emotive ways:

FUNCTIONAL

EMOTIVE

our descriptor

our boilerplate

our promise

Korn Ferry is a global organizational consulting firm. We work with our clients to design optimal organization structures, roles, and responsibilities. We help them hire the right people and advise them on how to reward and motivate their workforce while developing professionals as they navigate and advance their careers.

Image of a person doing a back-flip with graphic text: Korn Ferry enables people and organizations to exceed their potential

Image of person looking up into the sky with wind blowing

Our brand promise is our commitment to you and our brand partners.

Header image of people on swings from below

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Image of a person looking deep in thought

Image of a business person skateboarding

Image of a person hugging another person, laughing

Image of a person looking up into the sky

graphic text: Career Makers. Business Advisors

Logos

The Korn Ferry logo is the most visible element of our brand – a universal signature across all Korn Ferry communications.

Our logo’s primary use is always with the strap line “Be More Than” in green or white. However, for flexibility when creating branded materials, we have options.

Primary - horizontal

Secondary - stacked

Sub-branding

Logo elements

Monogram

The logo is comprised of four elements, the monogram, fuse, wordmark and the strapline.

Parent (over-aching) initiatives, sponsorships or ‘brands’ such as Advance, the Korn Ferry Tour or Briefings Magazine have bespoke logos. New logos can only be created and authorized by the brand team.

ICON STYLE

COLORS

<

>

COLORS

>

ICON STYLE

<

Strapline

Wordmark

Fuse

The primary use is horizontal, in green or white with the strap line. In exceptional circumstances, (where space doesn’t permit) use logo without strapline.

Monogram

The monogram can be used in isolation during animated executions such as banners and video when space doesn’t allow for the primary logo.

The secondary use is stacked, in green or white with the strap line. In exceptional circumstances, (where space doesn’t permit) use logo without strapline.

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Colors

Our primary color is Korn Ferry Forest Green. This is the color of our brand. It should be used in all primary instances, such as front covers and primary web pages.

The secondary colors should be used as accents and to differentiate pieces of brand collateral. Use color as a way to highlight, divide, and create hierarchy. Only use one secondary color per piece plus of course the KF Corporate Green.

Primary colors

Our forest green sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#00634f

#053328

Our dark forest green sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#dad8d6

Light grey sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#ffffff

White sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

FOREST GREEN

DARK FOREST GREEN

LIGHT GREY

WHITE

APPLE

#009b77

Emerald sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

Secondary colors

EMERALD

AQUA

SKY

MIDNIGHT

AMETHYST

DARK SKY

DARK MIDNIGHT

DARK AMETHYST

DARK APPLE

DARK EMERALD

DARK AQUA

#00634f

#568e30

#77bc1f

Apple sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#008b96

#00adbb

Aqua sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#750060

#920a7a

Amethyst sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

#00173b

#002c5c

Midnight sed ut perspiciatis unde omnis iste natus error sit tem accusantium.

#005971

#007da4

Sky sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium.

APPLE GREEN

#00634f

#77bc1f

Dark and Apple Green can be applied using gradients. These help to lift backgrounds and our 6° device ‘off the page’.

FOREST GREEN

#053328

#00634f

Our primary greens can be applied using gradients. These help to lift backgrounds and our 6° device ‘off the page’.

Gradient colors

FOREST GREEN

DARK FOREST GREEN

Apple Green to Forest Green gradient color square

LOGOS

<

LOGOS

<

TYPOGRAPHY

>

TYPOGRAPHY

>

Rollover boxes to see color HEX numbers

2274

Logo elements

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Typography

We use the Gotham family of type across all communications wherever possible. The only weight in Gotham which we do not use is Ultra, because of its legibility.

We use Arial as our accompanying font for use on Microsoft applications. The Gotham family of type is our primary online font. Where this is unavailable, Arial should be substituted.

Primary font - Gotham

Secondary font - Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Gotham Thin

Gotham Light

Gotham Book

Gotham Medium

Gotham Bold

Gotham Black

Gotham Thin italic

Gotham Light italic

Gotham Book italic

Gotham Medium italic

Gotham Bold italic

Gotham Black italic

Arial bold italic

Arial Italic

Arial Bold

Arial Regular

1234567890

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

COLOR

<

COLOR

<

PHOTOGRAPHY

>

PHOTOGRAPHY

>

The secondary colors should be used as accents and to differentiate pieces of brand collateral. Use color as a way to highlight, divide, and create hierarchy. Only use one secondary color per piece, plus of course the KF Corporate Green.

Our primary color is Korn Ferry Forest Green. This is the color of our brand. It should be used in all primary instances, such as front covers and primary web pages.

Colors

Primary colors

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Photography

Our hero photography include Inspirational Society and Relatable Business. These images are emotive, human and positive. Its important that our photography captures a moment in time and tells a story. It’s always natural, never contrived.

Our library represents the diversity of the workplace, (Ethnicity, age, sex, faith, disability etc.) We’re always looking to update and remain relevant and representative in our library.

Hero / Relatable Business

Supportive / in-situ, abstract, and industry

Hero / Inspirational Societal photography examples

Industry photography is about performance and achievement. Try and use simple graphic images that look strong, bold and abstract. In-situ photography is for functionality and contextualizing content.

We capture the world of work today. All our business photos tell a story, are human and positive in tone. They reassure our audience, by contextualizing to the familiar.

Hero / Relatable Business photography examples

We capture life, culture and people. All our societal photos tell a story, are human, emotive and have a positive tone to them. Often capturing the essence of be more than.

Hero / Inspirational Societal

TYPOGRAPHY

<

TYPOGRAPHY

<

6 degrees

>

6 degrees

>

Supportive / in-situ, abstract, and industry photography examples

Primary font - Gotham

We use Arial as our accompanying font for use on Microsoft applications. The Gotham family of type is our primary online font. Where this is unavailable, Arial should be substituted.

We use the Gotham family of type across all communications wherever possible. The only weight in Gotham which we do not use is Ultra, because of its legibility.

Typography

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

6 degrees

We use this in our brand as a holding device and frame, to create new and unique layouts, and as a place to hold our brand color on the page. There are various ways in which the shapes can be used. We have kept these as flexible as possible to allow for versatile layouts and unique designs.

Dynamic box, arrowhead, and lines

example graphic with an arrowhead shape in use

example graphic with a 6 degree shape in use

Our 6 degree shapes represent the positive potential, opportunity, and belief in people, teams and organizations.

PHOTOGRAPHY

<

PHOTOGRAPHY

<

ICON STYLE

>

ICON STYLE

>

6 degree arrowhead

6 degree shapes

Our library represents the diversity of the workplace, (Ethnicity, age, sex, faith, disability etc.) We’re always looking to update and remain relevant and representative in our library.

Our hero photography include Inspirational Society and Relatable Business. These images are emotive, human, and positive. Its important that our photography captures a moment in time and tells a story. It’s always natural, never contrived.

Photography

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Icon style

We use icons in two ways: to help explain our messaging and to make navigation easier.

Our 6° icons are simple and, by being drawn with a line weight of 1pts, mirror the delicate nature of our logo.

Brand

Talent Acquisition

Assessment & Succession

Leadership & Professional Development

Sales Effectiveness

Executive search

Organization & Talent Strategy

Organization Design

People Strategy & Performance

Cultural Transformation

Change Management

Executive Pay & Governance

Employee Rewards

Sales Compensation

Succession Planning

Professional Search

RPO

Shaping Customer Experience

Front-line Leaders

Leadership Development

Professional Development

Coaching

Icons can be outlined in Apple green or 80% gray. They can also appear in white on our solid Forest Green. The icons can occasionally appear in secondary colors, but only when the preferred options are not practical. Examples of our brand icons can be seen to the side. Supplementary icons which align to our styling can be found here: thenounproject.com

6 DEGREES

<

6 DEGREES

<

LOGOS

>

LOGOS

>

Our 6 degree shapes represent the positive potential, opportunity, and belief in people, teams, and organizations.

6 degrees

Home

Applied

Icon style

6 degrees

Photography

Typography

Colors

Logos

Elements

Be More Than

Hierarchy

Accelerating Revenue Growth

Cost Optimization

Diversity and Inclusion

Talent Acquisition

Succession Planning

Shaping Customer Experience

Sales Effectiveness

Sales Compensation

RPO

Professional Search

Professional Development

People Strategy & Performance

Organization Design

Organization & Talent Strategy

Leadership Development

Leadership & Professional Development

Front-line Leaders

Executive search

Executive Pay & Governance

Employee Rewards

Cultural Transformation

Coaching

Change Management

Assessment & Succession

Applied

Below are some examples of how we use our brand elements to create compelling content in our three tiers of communication.

CONVEY

CONFRONT

CONVINCE

CONVEY

CONFRONT

CONVINCE

CONVEY

example of a content asset in the convey category

example of a content asset in the confront category

COPY / DETAIL

CREATIVE EXPRESSION

Side visual scrolling bar corresponding to the content category section

Confront

Convince

Convey

Background green gradient header color block

CONVEY

CONFRONT

Our communications can be grouped into three tiers, ranging from the visually-impactful ‘Confront’ group, to the instructive copy-led ‘Convince’ group.

Hierarchy

Home

Applied

Icon style

Elements

Be More Than

Hierarchy

6 degrees

Photography

Typography

Colors

Logos

View Contents

Our brand book and guides

Use this guide as an overview of how we look, sound and behave - bringing to life our radically human story and "Be More Than" promise.

The guidelines are for designers, writers and anyone else using our brand’s elements. In this document, you will learn how different elements of our brand work together to form our identity. This guide will help you develop compelling work that accurately expresses our brand. We have provided working examples; these can inspire you to make new content or be customized to meet your needs. Creating work that adheres to our guidelines is essential to ensuring the look and feel of our communications achieves our goals and reinforces our brand. Please contact Jonathan Pink or Michelle Lally with questions or feedback.

FPO Tone of Voice rollover screen

FPO Be More Than rollover screen