is here
Attention Kmart ShoppersYOUR BRAND STYLE GUIDE
Version 2.0 | September 30, 2015
TABLE OF CONTENTS You can skip to the good parts, but this is best enjoyed from start to finish.
Intro ..................................................................3
Our Logo ........................................................11
Color Palette ...................................................17
Typography .....................................................21
Our Pattern .....................................................28
Our Voice ........................................................34
Imagery ...........................................................39
Examples ........................................................48
Bluelight ..........................................................59
Special Extras .................................................63
Contact ...........................................................67
TABLE OF CONTENTS You can skip to the good parts, but this is best enjoyed from start to finish.
intro
A super-fun place to SHOP FORTHRILLING DEALS AND AMAZING FINDS WITH THE MOST happy and helpfulpeople making it happen
KMART IS
EVERY DAY!3style guide
4style guide
intro
KMART IS that eternally optimistic, bright, fun friend THAT YOU CAN ALWAYS RELY ON.We don’t take ourselves seriously, BUT WE TAKE WHAT WE DO SERIOUSLY!We work hard and have a blast doing it!
STYLESBrag Worthy
Finds
SAVINGSDeals that
Thrill
SELECTIONA Shopper’s Playground
SIMPLICITYHonest &
Direct
SMILESOf Course We Can!
WHAT DO WE STAND FOR?
5style guide
intro
SERVICEWhatever
it Takes
intro
OUR PERSONALITY ARCHETYPES
This speaks to our emotional need to kick back, have fun and enjoy the moment. Playful and spontaneous, this personality type believes it’s not really work if you enjoy it. Jester Archetypes remind us to lighten up and live life to the fullest. Jesters speak in present tense and are often funny. They enjoy bright colors, playful typography and outrageous imagery.
Caregivers give care unselfishly, compassionately and generously. They are supportive, understanding, empathetic, encouraging and optimistic. People are drawn to them for their innate altruistic qualities including dedication and patience. Caregivers believe in the importance of paying it forward.
CaregiverJester
6style guide
MEET OUR CUSTOMER Saraintro
This member paints the canvas of life with family, fun and experiences. If it doesn’t bring joy, it’s
not worth doing. Open and influential, when this member leads the way, others follow.
1.FashionFORWARD
2.ON TOP OFlatest trends
3.LOVES THEthrill-of-the-hunt
4.Shopping is aFAMILY EVENT
5.WANTS TO FEELwelcome
6.Likes thingsORGANIZED
7.WANTS IT TO BEaspirational
8.Social mediaBUTTERFLY
9.IS AN ONLINEinfluencer
10. FamilyCOMES FIRST
7style guide
Smart, savvy andSPONTANEOUS
intro
ALL ABOUT Sara
8style guide
32 [15% 26-35 yrs. old]
[81% Female]
[31% College grads]MARRIED
WITH KIDS[4 yr. old] [baby on the way]
SUBURBANITE WITH 55k INCOME
She’s a SOCIAL BUTTERFLY
Her ONLINE Faves She Loves to GO TOLOOK clean, bright and colorful
FEEL warm, inviting, exciting
PLAY engaging and touch-friendly
CATEGORIES baby apparel and toys
trendy beauty products and home décor items
accessories: scarves, belts, earrings, necklaces
basic home needs:paper towels, toilet paper, cleaning supplies
She’s PLUGGED IN She’s a DEAL HUNTER
Her Ideal SHOPPING TRIP
COLLEGE GRADFEMALE
9style guide
MEET OUR CUSTOMER Mimiintro
Busy, balancing and on a budget. This member looks for ways to streamline and squeeze more moments out of every free minute. Shopping is another task on the chore list, so the experience better be efficient and affordable.
1.ALWAYSon-the-go
2.TimeCONSCIOUS
3.TECH SAVVY+ active user
4.StraightforwardPRICING
5.SHE KEEPS TOa budget
6.SmartSHOPPER
7.CLEAN & ORGANIZEDexperience
8.Sticks toHER LIST
9.BALANCES HERwork & life
10.MaximizesFAMILY TIME
9style guide
Make itEASY FOR MIMI
10style guide
intro
ALL ABOUT Mimi
10style guide
40COLLEGE GRAD
[20% 36-45 yrs. old]
[74% Female]
[37% College grads]MARRIED
WITH KIDS[1 yr. old] [7 yr. old]
SUBURBANITE WITH 74k INCOME
She’s a DIGITAL CONNECTOR
Her ONLINE Faves She Loves to GO TOLOOK clean, organized,
well-stocked, clear pricing
FEEL modern, efficient, easy-in/easy-out
EFFORT easy online/app review of deals + coupons + loyalty program
CATEGORIES kids’ apparel, shoes, toys(when it’s a great deal)
health & beauty:hair & bath products, personal care, makeup basics, toothpaste
trendy & inexpensive home décor items
grocery and basics:paper towels, toilet paper, diapers/pull-ups
She’s PLUGGED IN She’s a DEAL HUNTER
Her Ideal SHOPPING TRIP
FEMALE
OUR LOGORespect the K
Our LogoKmart’s long and proud history is encapsulated by one letter – the big K – our logo. It’s an immediately recognized American icon. Because of all the value it holds, we’re going back to our roots and rallying around it. So guard it. Protect it. Don’t mess with it.
13style guide
Alternate LogoUse the Alternate Logo when the primary is incompatible.
Secondary LogoUse the Secondary Logo for space constraints.
Primary Logo
our logo
WE DO
We protect the Kmart logo because it represents who we are. It is important to adhere to the spacing, sizing and color instructions you will find on the following pages. When using our logo on a red
background, the red box becomes the larger background and the K logo remains in white.
14style guide
our logo
Clear SpaceThe area around the signature should be free of competing visual elements.
Minimum SizeTo ensure legibility and detail, our logo should appear no smaller than the measurements indicated below.
Clear space is equivalent to the height of “k” in the word “kmart.”
Clear space is equivalent to half the square height of “k” in the word “kmart.”
clear space
clear space
Minimum size: 3/8" in height Minimum size: 1/8" in height
Logo ColorWhen printing in one, two or four colors, reproduce our logo only in Pantone Kmart Red. The black should be used only when color printing is unavailable. The white, only when needed.
clear space3/8" 1/8"3/8"
15style guide
our logo
WE DON’T
To preserve the integrity of the Kmart logo, we never alter the approved configurations or deviate from our logo color guidelines.
Never use the Kmart logo in the possessive form.
Registered trademarks are not included with the Kmart logo.
Do Not combine the iconic K with kmart lower case logo version
The same rules apply to both the alternate and secondary logos. Existing store signage is the only exclusion to these rules.
Do Not tilt or angle our logo in any way
Do Not use the old logo with the “mart” script inside the K
Do Not use our logo without “kmart” underneath the K
Do Not change our logo colors
Do Not use our logo against a pattern
Do Not place our logo over a complex photographic background
Do Not put a photo or graphic inside our logo
Do Not change the color of the red box in the logo
Do Not use the alternate logo on anything but a white background
Do Not place a stroke or add a drop shadow to the logo
Do Not distort our logo in any way
16style guide
our logo
CO-BRANDED SHOP YOUR WAY® LOCKUPS
Co-Branded Logo Lockups
Co-Branded Footer Lockups
A SHOP YOUR WAY® PARTNER
more @ kmart.com
COLOR PALETTESpoiler alert – there’s red!
Color PaletteTaking inspiration from our American heritage, we created a primary palette of colors with a contemporary twist. We love red so much, we've made our own exclusive Kmart Red. As we continue to stake our claim on this red, we get a little help from blue – our very own Bluelight Blue! We've also built an extended palette for seasonal campaigns. Just remember, other colors may come and go, but Kmart Red will always be the one.
19style guide
PANTONE431
BRAND COLORS
Primary PaletteOur primary palette is Kmart Red, Bluelight Blue, Black, Cool Gray 8 and Pantone 431. When choosing colors, always begin with these five options. The dominant color should always be red with blue as an accent. Reserve Black, Cool Gray 8 and Pantone 431 for text primarily.
Secondary PaletteOur secondary palette is here to add a little color and unexpected pop when needed. Pantone 144 and 375 can be used to complement the Primary Palette. Pantone Process Yellow is for Clearance only. See the Clearance section in this document and the Clearance Style Guide for more information.
BLACK
Primary Palette
CMYK 0/100/74/0
RGB 214/14/50
HEX D60E32
FOR TEXT: CMYK 0/0/0/100
FOR ART: CMYK 30/20/20/100
RGB 9/10/15
HEX 090A0F
FOR TEXT: CMYK 0/0/0/55
FOR ART: CMYK 23/16/13/36
RGB 136/139/141
HEX 888B8D
CMYK 100/35/0/0
RGB 0/121/203
HEX 0079CB
Secondary Palette
CMYK 0/51/100/0
RGB 247/145/29
HEX F7911D
PANTONEKMART RED*
PANTONEBLUELIGHT BLUE*
PANTONE144
color palette
CLEARANCE ONLY
CMYK 0/0/100/0
RGB 255/242/0
HEX FFF200
FOR TEXT: CMYK 0/0/0/75
FOR ART: CMYK 65/51/45/16
RGB 95/105/113
HEX 5F6971
PANTONEPROCESS YELLOW
Supporting NeutralsPart of the primary palette, the supporting neutrals are used primarily for text.
PANTONECOOL GRAY 8
CMYK 46/0/90/0
RGB 151/215/0
HEX 97D700
PANTONE375
20style guide
PANTONE306
PANTONE2945
PANTONE655
PANTONE7481
PANTONE368
CMYK 90/0/98/0 RGB 0/184/79 HEX 00B84F
PANTONE1665
PANTONE185
PANTONE1945
PANTONE219
EXTENDED COLOR PALETTE
Our extended color palette is all about the fun! But let’s not overdo it. Use these colors sparingly – no more than two at any time – to complement the Kmart Red and Bluelight Blue. ALWAYS maintain that hierarchy.
Seasonal style guides will still be issued and contain their own color palettes. Those palettes will be derived from what is shown here. Always adhere to the seasonal style guide before going to the extended palette.
color palette
CMYK 82/97/0/0 RGB 87/51/147 HEX 573393
CMYK 47/100/20/5 RGB 150/0/116 HEX 960074
CMYK 6/86/100/1 RGB 226/73/17 HEX E24911
CMYK 5/100/9/0 RGB 218/24/132 HEX DA1884
CMYK 24/100/69/14 RGB 170/17/63 HEX AA113F
CMYK 3/100/100/0 RGB 230/30/38 HEX E61E26
PANTONE2415
PANTONE267
PANTONE396
CMYK 0/22/100/0 RGB 255/199/0 HEX FFC700
CMYK 18/0/100/0 RGB 223/223/0 HEX DFDF00
CMYK 65/0/100/0 RGB 97/187/70 HEX 61BB46
CMYK 100/89/37/43 RGB 0/32/78 HEX 00204E
PANTONE7548
CMYK 75/0/5/0 RGB 0/188/231 HEX 00BCE7
CMYK 100/70/17/3 RGB 0/83/159 HEX 00539F
TYPOGRAPHYFont geeks rejoice!
ATTENTIONKmart shoppersDEALSthat thrillSMILES
of course we canSIMPLICITY
HONESTAND DIRECT
savingsSTYLESSELECTION&shopper’sPLAYGROUND
STYLESWHATEVERit takesSERVICEBLUELIGHTshoppingIS FUNagainATTENTIONKMARTshopper’ssmiles
selectionSTYLES
whatever it takesSAVINGSstyles
TypographyWe’re introducing our very own, customized, proprietary font – Kmart Script. We’ve paired it with Mission Gothic, and that’s what really brings the Kmart personality together. Our fun messaging appears in the nostalgic, script font and works well with a bold statement in Mission Gothic. Helvetica is and always will be our friend, especially when we’ve got a lot to say in long-running text.
Mission Gothic BoldOne of our go-to typefaces for headlines, subheads and callouts. When used in a headline, keep it all caps.
typography
Mission Gothic BlackA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =
Mission Gothic BlackMission Gothic Black is our preferred typeface for headlines – either alone or paired with Kmart Script when appropriate. Just like Bold, when it’s in a headline, keep it all caps.
Kmart Script BoldOur signature typeface is to be used for headlines only. Use either alone or paired with Mission Gothic Black. If there’s fun in the headline, it’s got to be Kmart Script.
23style guide
Kmart Script BoldA B C D E F G H I J KL M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =Alternate Glyph Characters:
A H M N a b c d e f g h i j k l m n o p q r s t u v w x y z
Mission Gothic BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =
Helvetica Neue BoldAnother familiar typeface. Helvetica Neue Bold can emphasize info within body copy, callouts or copy blocks in circular.
Helvetica Neue Bold CondensedHelvetica Neue Bold Condensed is used for traffic-size price points only.
Helvetica Neue RomanNeither gone nor forgotten, Helvetica Neue Roman is still our typeface for all body copy.
Helvetica Neue Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =
typography
Helvetica Neue Bold CondensedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =
24style guide
Helvetica Neue BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =
25style guide
typography
HEADLINE GUIDELINES
The options are endless! Use a combination of Mission Gothic Black or Bold, all caps and Kmart Script Bold to create the perfect balance. Remember to use Script to emphasize the fun! But be careful not to use it too much where it can be difficult to read.
Double Line Using Kmart Script for First Line
READY. SET. GO SAVE!
Double Line Using Mission Gothic Only
SPENDING LESS ISWay More FunDouble Line Using Mission Gothic for First Line
Shop Fun. SAVE SERIOUS.Single Line Using Kmart Script and Mission Gothic
DEALS THAT THRILLSingle Line Using Mission Gothic Only
All SMALL APPLIANCESON SALE
Kmart Script and Mission Gothic Side by Side
Exercise Your Right to Save!Single Line Using Kmart Script Only
What You WantFOR LESS!
Shop SmartSAVE BIG
26style guide
PROMOTIONAL EXAMPLES
Pricing should be red, blue or black unless otherwise dictated by a seasonal style guide. For circular, see the full Circular Style Guide on the DAM.
typography
Features
STARTING AT
$20BUY ONE
GET ONE AT
50%OFF
$20SALE
LORUM IPSUM DOLAR
BUY ONE GET ONE
FREE50%
OFF
LORUM IPSUM DOLAR
BUY ONE GET ONE AT
$200SALE
Bubbles Copy Block
LEADIN COPY
19 99each
SALE Product description Body copy to come. Reg. 24.99. 12345678 Liner copy to come, sale 00.99 twin, reg. 00.99. Disclaimer copy goes here.
BUY ONE GET ONE AT
50%off
Product description Body copy to come. Reg. 24.99. 12345678 Liner copy to come, sale 00.99 twin, reg. 00.99. Disclaimer copy goes here.
27style guide
DROP SHADOWS
typography
Proper UsageOnly white type can be placed over an image. If readability is an issue, a drop shadow may be applied.
Improper UsageNever use a type other than white over an image. Drop shadows should not be used unless needed to improve readability. Never apply a drop shadow on type that overlays a solid color background.
FREE TOYGood boy!
SEE REVERSE FOR DETAILS
FREE TOYGood boy!
SEE REVERSE FOR DETAILS
AttentionKmart
Shoppers
OUR PATTERNHappy! Happy! Joy! Joy!
Our PatternThis is the expression of joy within the Kmart personality. The pattern is colorful, fun and energetic – just like us. Use it as a stripe, border or exclamation point. Don’t wear it out.
30style guide
BURST GRAPHIC
The burst graphic is to be used when communicating expressions of joy and fun within the Kmart brand. This graphic is powerful and should be used sparingly. It should never overwhelm. Limit its use to only one bar, border or exclamation point at a time.
We use the graphic for... Freebie Saturdays Internal communication pieces Brag-Worthy Finds
We don’t use the graphic for... Clearance Regular Sales Every single page of the circular Bluelight All things willy-nilly
Never use the graphic as a full pattern without the red interior.
our pattern
Full Burst Graphic Burst Bars
The bars can be used both horizontally and vertically.
Example of Improper Pattern Usage
ShoppingIS FUN
Again
31style guide
EXAMPLES OF PATTERN USAGE
our pattern
Hiring Flyer
POPCORN
NO PRESERVATIVES
NET WT. 1.5 OZ (42g)
CHEESE
Orange fingers–just part of the fun!
Freebie Saturday Popcorn Bag
EEO EmployerKSN #
32style guide
BORDER
The border pattern may only be used with red, black or white interiors. Only use white type over red and black interiors.
our pattern
Example with Type
AttentionKmart
Shoppers
33style guide
EXCLAMATION POINT
The exclamation point is used for statements and experiences that convey excitement, joy and our fun personality. The exclamation point should always be oversized, and type needs to be adjusted around it. Like the pattern, do not overuse the exclamation point.
our pattern
Example
front back
OUR VOICEWe’re singing to a brand new groove!
Our VoiceWe’re your fun friend that you can always rely on, and our glass is ALWAYS half full. Our voice is conversational and helpful, but never preachy. We know our members, and we use witty language that they understand. We never sound like a corporation. We always strive for personal connection, and if we can get a giggle out of you along the way – that’s even better!
our voice
We DoSound conversationalHave a lot of energyUse clever wordsConvey humor and funHave a light-hearted toneSpeak honestly and directlyTake what we do seriouslyCelebrate the “K”
WE DON’TSOUND CORPORATE
EVER FALL FLAT
CONDESCEND OR PATRONIZE
OFFEND YOUR GRANDMOTHER
SOUND HEAVY-HANDED
USE CONFUSING TERMS OR JARGON
TAKE OURSELVES SERIOUSLY
REPLACE “C” WITH “K” IN ANY WORDS
36style guide
37style guide
EXAMPLESour voice
Attention Kmart Shoppers
WE’VE SOLD OVER 300 MILLION DIAPERS. Holy crap!AND 114 MILLION ROLLS OF TOILET PAPER. Insert your own joke here.
STOP, SHOP & ROLL!SHOP SMART. Save big.READY. SET. Play!
38style guide
EXAMPLESour voice
Add a Dash OF SAVINGS
SHOP, SHARE, SAVE!SPENDING LESS IS Way More FunPILE UP THE CART. Smile at the checkout.
WE’VE SERVED OVER 2 BILLION SHOP YOUR WAY® MEMBERS INTHE LAST 5 YEARS? Good thing we didn’t give out free donuts.Life is Ridiculously Awesome
IMAGERYWe look good.
I mean, really good.
ImageryOur photography is always fun and spontaneous. Never posed, it always looks caught in the moment so it’s real and authentic. Subjects reflect our member base of all shapes, sizes and colors. Our happy, joyful brand personality is not stiff or artificial. Images always have energy and personality that's revealed through interesting and quirky touches.
Brand Images
imagery
41style guide
Brand images are for general Kmart branding and messaging. These images are shot in real environments and have an authentic, caught-in-the-moment feel. Interesting cropping is encouraged. Ultimately, product should always be the hero because, well, that’s what we sell. Be sure to always express the joy, fun and diversity of our Kmart family and members.
imagery
42style guide
Clothing Whether shot in studio or on location, images are clean and bright. Models interact with each other, expressing fun. Laydowns are styled soft and loose for an approachable and authentic feel.
imagery
Home Just like in our own day-to-day lives, soft and hard home products need to be shot with a natural feel. Soft products are arranged loosely, but not messy. Hard products feel more dynamic through positioning and lower camera angles.
43style guide
imagery
Grocery Everyday products are a part of many beautiful and fun moments in our lives. Let’s treat them like that in our photography. Create emphasis with low or overhead angles, and use interesting arrangements to tell an in-use story. Items look realistic, have energy and an element of surprise when used as a hero.
44style guide
45style guide
imagery
45style guide
Pets They’re part of the family, so let’s treat them as such in our photography. We capture our furry best friends in all their joyful, friendly and adorable moments.
46style guide19 K1216LT286275_1919 K1216LT286275_19
SALE
$5SPENDING LESS IS WAY
woof!see page XX
Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
SALE $3
SALE $12
YOUR CHOICE
$4SALE Product description Body copy to come. Reg. 00.99.
Product description Body copy to come. Reg. 00.99.
Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
SALE
$9Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
KMART CROSS MERCH - SPREAD 1
imagery
46style guide
Cross-MerchandisingMembers are not living their lives one aisle at a time. Don’t think single product category. Think all picnic essentials down to the blanket and the sunnies. Think about the complete outfit down to bags, shoes and jewelry. Let’s tell stories that integrate the way members live with the way they shop.
47style guide
imagery
47style guide
Handbags serve many purposes. Sometimes they can even be pretty cozy.
She’s enjoying the moment, like anyone else. But you’re curious what that tat says, aren’t you?
You pick up all the toys when company comes over. But not when it’s your bestie.
It’s a typical morning at a member’s desk. Sunglasses, a cappuccino and a riveting book on – wait, whaa?!
A lot of important stuff happens in the kitchen. And that’s why it should always have character – from a million pieces of artwork on the fridge to the most interesting of keyholders.
It was supposed to be an uneventful road trip, but...
Our Personality We express our personality through propping and unexpected touches. These little elements of surprise bring out the fun without taking away from product. Just like the members who shop at Kmart, everyone is different. Let’s celebrate the unconventional!
EXAMPLESWe love it when a
plan comes together!
We’ve got a brand new groove!
ExamplesHere’s where you can find all the elements we’ve introduced applied in various channels. From digital to print, we’ve got you covered in the following pages.
50style guide
MOBILE
examples
App Icon
Mobile with Nonseasonal Feature Mobile with Seasonal Feature
51style guide
KMART.COM
Website with Nonseasonal Feature
Website with Seasonal Feature
examples
52style guide
Email with Nonseasonal Feature
Email with Seasonal Feature
examples
53style guide
BANNER ADS
Banner Ads with Nonseasonal Feature
Banner Ads with Seasonal Feature
examples
54style guide
SOCIAL MEDIA
Social Media Posts with Nonseasonal Feature Social Media Post with Seasonal Feature
examples
55style guide
NONSEASONAL SIGNAGE
examples
Brand Statement Endcap
Layaway App Endcap
Coupon App Endcap
Ship Free Message Endcap Option 1
Ship Free Message Endcap Option 2
Sale Endcap
SALE
SALE
SALE
SALE
SALE
SALE
56style guide
CIRCULAR
Front Covers
up to $2 with a purchase of $25 or more on grocery, per customer per day.
THIS WEEK ONLY!
MANUFACTURERDOUBLECOUPONS
M E M B E R S * G E T
$22.99 price -$1.00 mfr. coupon in
most Sunday papers - 1.00 double coupon with
$XX purchase
FINAL PRICE WITH COUPONS
$1000
Product description
STOP. SHOP. Roll with it!$5
SALE
Product description Body copy to come. Reg. 24.99.
3 99each
SALE Item here Body copy to come. Reg. 24.99.
3 99each
SALE Item here Body copy to come. Reg. 24.99.
5 99each
SALE Item here Body copy to come. Reg. 24.99.
2 99each
SALE Item here Body copy to come. Reg. 24.99.
SALE
$3Product description Body copy to come. Reg. 24.99.
LOR
EM IP
SU
M
up to $2 with a purchase of $25 or more on grocery,
per customer per day.
THIS WEEK ONLY!
MANUFACTURERDOUBLECOUPONS
M E M B E R S* G E T
$22.99 price -$1.00 mfr. coupon in
most Sunday papers
- 1.00 double coupon with $10 purchase
FINAL PRICE WITH COUPONS
$1000
Product description $22.99 price -$1.00 mfr. coupon in
most Sunday papers
- 1.00 double coupon with $XX purchase
FINAL PRICE WITH COUPONS
$1000
Product description
$5SALE
Product description Body copy to come. Reg. 24.99.
12 99each
SALE Product description Body copy to come. Reg. 24.99.
10 99each
SALE Product description Body copy to come. Reg. 24.99.
15 99each
SALE Product description Body copy to come. Reg. 24.99.
$10SALE
Product description Body copy to come. Reg. 24.99.
What You WantFOR LESS!
LOR
EM IP
SU
M
Back Covers
3 99each
SALE Product description Body copy to come. Reg. 24.99.
2 99each
SALE Product description Body copy to come. Reg. 24.99.
5 99each
SALE Product description Body copy to come. Reg. 24.99.
11 99each
SALE Product description Body copy to come. Reg. 24.99.
Shop Fun. SAVE SERIOUS.$3
SALE
Product description Body copy to come. Reg. 24.99.
10 99each
SALE Item description Body copy here. Reg. 24.99.
3 99each
SALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
5 99each
SALE Item description Body copy here. Reg. 24.99.
3 99each
SALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
10 99each
SALE Item description Body copy here. Reg. 24.99.
3 99each
SALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
5 99each
SALE Item description Body copy here. Reg. 24.99.
3 99each
SALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
10 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
5 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
10 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
5 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
10 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
5 99each
SALE Item description Body copy here. Reg. 24.99. 3 99
eachSALE Item description Body copy here. Reg. 24.99.
2 99each
SALE Item description Body copy here. Reg. 24.99.
DEALS THAT THRILL88¢SALE
Product description Body copy to come. Reg. 24.99.
2 99 SALE Item description Body copy here. Reg. 24.99. 2 99 SALE Item description Body copy here. Reg. 24.99.
Inside Spreads
19 K1216LT286275_1919 K1216LT286275_19
clean up! 00 99
SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
SALE
$49See more patterns and colors at kmart.comProduct description Body copy to come.
Reg. 00.99.
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
SMALL APPLIANCESON SALE
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
YOUR CHOICE
$1SALE Product description Body copy to come. Reg. 00.99.
YOUR CHOICE
$12SALE Proctor Silex 12-cup coffeemaker
2-slice toaster can opener
Reg. 14.99–16.99. 06443600, 07720201, 04988166, 07186407
19 K1216LT286275_19
19 K1216LT286275_19
SALE
$5SPENDING LESS IS WAY
woof!see page XX
Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy
to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy to come. Reg. 24.99. 12345678
SALE
$3
SALE
$12
YOUR CHOICE
$4SALE Product description Body copy to come. Reg. 00.99.
Product description Body copy to come. Reg. 00.99.
Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy
to come. Reg. 24.99. 12345678
00 99SALE Product description Body copy
to come. Reg. 24.99. 12345678
SALE
$9Product description Body copy to come. Reg. 00.99.
00 99SALE Product description Body copy
to come. Reg. 24.99. 12345678
examples
57style guide
SAVINGS GUIDE PASSOUT
1 K0929IP754220_011 K1103IP777139_01
$18999
SALE Seiki 32" class LED HDTV 31.5" measured diagonally. Reg. 199.99 7970824/SE32HY2-yr. Replacement Plan, 32.99.
32"
LED
save $10$4999SALE Nakamichi 90-watt Bluetooth soundbar 4139625/NK1B
save $10$6999SALE Samsung Smart Blu-ray player 6646840/BD-J5100
save $5$2499SALE Curtis DVD player 3004019/DVD1041
20"
LED$9999
SALE Seiki 20" class LED HDTV 19.5" measured diagonally. Reg. 109.99 7970825/SE20HY2-yr. Replacement Plan, 13.99.
$23999
SALE Seiki 39" class LED HDTV 38.5" measured diagonally. Reg. 249.99 7133347/SE39HC2-yr. Extended Service Plan, 29.99.
39"
LED
save $5$1499SALE Vivitar rugged Bluetooth speaker Reg. 19.99 8465061/8465062
save 20%$1599
- $1999iLive glowing cable in-ear and on-ear headphones Reg. 19.99–24.99 7499420/7499421/7499422/7499423
This Month’s SAVINGS GUIDESALE ENDS DECEMBER 2
TECH GIFTS are super!
1 K0929IP754220_01
1199 each
SALE Superhero
12" figuresReg. 12.99–14.99
5443423, 5709937,
6081764, 5448395
1299
Avengers boys’
fashion tees
1 K0929IP754220_01
Toy assortment may vary by store.
3299 twin
Avengers comforter
More character bedding and
accessories available.
new!
This Month’s
SAVINGS GUIDESALE ENDS NOVEMBER 2
examples
58style guide
END FRAME
The Kmart logo slowly appears into the frame while background image fades away into black or red. This all happens in a matter of seconds to create a mesmerizing finish.
A SHOP YOUR WAY® PARTNER
more @ kmart.com
A SHOP YOUR WAY® PARTNER
more @ kmart.com
Red Frame 1
Black Frame 1
Red Frame 2
Black Frame 2
Red Frame 3
Black Frame 3
A SHOP YOUR WAY® PARTNER
more @ kmart.com
A SHOP YOUR WAY® PARTNER
more @ kmart.com
A SHOP YOUR WAY® PARTNER
more @ kmart.com
A SHOP YOUR WAY® PARTNER
more @ kmart.com
examples
BLUELIGHTIt’s back. Seriously back!
BluelightGetting back to our roots means embracing one of the most widely recognized and historic Kmart promotions, the Bluelight Special. Ask around! You’ll find a lot of people have stories about Bluelight that go back to when they were small. We’re going to build on those powerful memories by bringing it back and making it a really big deal!
61style guide
BLUELIGHT
See Bluelight Style Guide for full usage guidelines.
bluelight
Do Not use any version of “Mr. Bluelight”
Don’ts
Horizontal Logo with SpectrumHorizontal Logo with spectrumLOCKUPS
The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.
Horizontal Logo without spectrum
Stacked Logo with spectrum Stacked Logo without spectrum
2style guide
Stacked Logo with Spectrum
Horizontal Logo with spectrumLOCKUPS
The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.
Horizontal Logo without spectrum
Stacked Logo with spectrum Stacked Logo without spectrum
2style guide
Horizontal Logo without SpectrumHorizontal Logo with spectrumLOCKUPS
The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.
Horizontal Logo without spectrum
Stacked Logo with spectrum Stacked Logo without spectrum
2style guide
Stacked Logo without Spectrum
Horizontal Logo with spectrumLOCKUPS
The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.
Horizontal Logo without spectrum
Stacked Logo with spectrum Stacked Logo without spectrum
2style guide
Do Not use previous versions of the Bluelight logo
BLUELIGHT THEME
PG 22014 Bluelight Member Special STYLE GUIDE
4 Color Lockup 1 Color Lockup
Do Not use Bluelight as two words
BLUELIGHT THEME
PG 22014 Bluelight Member Special STYLE GUIDE
4 Color Lockup 1 Color Lockup
Blue Light
Additional LockupHorizontal Logo with spectrumLOCKUPS
The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.
Horizontal Logo without spectrum
Stacked Logo with spectrum Stacked Logo without spectrum
2style guide
are back!
62style guide
BLUELIGHT
bluelight
Social Media
SignagePrimary Color Palette
PANTONE306
PANTONE2945
CMYK 100/70/17/3
RGB 0/83/159
HEX 00539F
CMYK 100/35/0/0
RGB 0/131/202
HEX 0083CA
CMYK 70/0/5/0
RGB 0/188/231
HEX 00BCE7
PANTONEBLUELIGHT BLUE*
Exterior Banner
Tier Sign with Topper and Floor Decal
Bluelight Fixture
Every single store. Every single day.
BLUELIGHT SPECIALS
Social executions feature our Bluelight Shopper. Her high resolution image is available on the DAM. Its use is encouraged.
SPECIAL EXTRAS
Promos, sales and other stuff.
Special ExtrasHere’s a glimpse of all the elements we’ve introduced applied to special programs, promotional pieces and – always a favorite – SALES!
65style guide
CLEARANCE
These are examples of both clearance events and in-store signage. See the full Clearance Style Guide for complete usage guidelines.
special extras
CLEARANCE75%
OFF
itemsthroughoutthe storeUP
TO
CLEARANCESpending Less is More Fun
CLEARANCEShop Fun SAVE SERIOUS!
0 XX0000XX00000_00-00
Clearance
75%OFF
items throughout the store
upto
Shop FunSAVE SERIOUS!
Clearance Event
In-Store Signage
66style guide
FREEBIE SATURDAY
FREEBIESaturday
In-Store Lock-Up Concept
Event Call-Out
Save the date!
30x30 3-tier mall entrance
350-044375V-110/11/15-LIBRARYTOP TIER
Saturday only, while supplies last. Limit 1 per customer. No purchase necessary. See associate for details.
Woo-hoo!YOU DESERVEA TREAT
350-044375V-210/11/15-LIBRARYMIDDLE TIER
Stay in the knowDOWNLOADTHE KMART APP
350-044375V-310/11/15-LIBRARYBOTTOM TIER
Freebie Saturday Signage
RidiculouslyI’M
AWESOME!
FREEBIESaturday
special extras
FREEBIE Saturday
FREECOTTON CANDY
OCTOBER 18THKids 12 and under.
See stores for details
Associate Buttons
Stickers
Kmart Format Content/Creative Team:
Sarah Ahmad Acting Creative Director [email protected]
Lisa Pires Sr. Marketing Graphic Designer [email protected]
Jennifer Bafaro Graphic Designer [email protected]
CONTACT Who ya gonna call?