# Keylink IT - Branding Guide

**Version:** 1.0  
**Last Updated:** April 2026  
**Logo Designed:** May 2023

---

## 1. Brand Overview

Keylink IT (Keylink Innovative Technology) is a managed service provider based in Hendersonville, Tennessee. The brand identity communicates reliability, technical expertise, and approachable professionalism. The visual system is built around a bold, clean wordmark with a distinctive stylized "K" that doubles as the brand's icon.

**Tagline:** Relax, I Can Fix IT!  
**Alternate Tagline:** Relax, We Can Fix IT!  
**Website:** keylinkit.com  
**Phone:** (615) 475-0145

---

## 2. Logo System

The Keylink IT logo system consists of four marks:

### 2.1 Primary Logo (Wordmark)

The full **Keylink IT** wordmark is the primary brand identifier. The stylized "K" features a distinctive crossbar element that makes it immediately recognizable. A space separates "Keylink" from "IT" to emphasize the technology focus.

**Files:**
- `logos/primary/keylink-it-blue.png` - Standard use
- `logos/primary/keylink-it-white.png` - Dark backgrounds
- `logos/primary/keylink-it-black.png` - Mono/print use
- `svg/primary/keylink-it-blue.svg` - Vector (preferred for all production)
- `svg/primary/keylink-it-white.svg` - Vector, white
- `svg/primary/keylink-it-black.svg` - Vector, black

### 2.2 Alternate Logo (KIT)

The abbreviated **KIT** mark uses the same stylized "K" followed by block "IT" letters. Use when the full wordmark is too wide for the application or when the brand is already established in context.

**Files:**
- `logos/alternate/kit-alt-blue.png`

### 2.3 Monomark (K)

The standalone stylized **K** serves as the brand icon. The crossbar element is the signature design feature. Use for small-scale applications, app icons, and favicon contexts.

**Files:**
- `logos/monomark/keylink-k-blue-bg.png` - White K on cobalt background
- `logos/monomark/keylink-k-dark-blue-bg.png` - White K on darker cobalt
- `logos/monomark/keylink-k-transparent.png` - White K, no background

### 2.4 Colormark

The circular "K" badge, used for social media profiles and small circular crop contexts. White K on cobalt blue circular background.

**Files:**
- `icons/favicon/keylink-favicon.png`

---

## 3. Color Palette

### Primary Colors

| Color   | Hex       | RGB             | CMYK              | Usage                        |
|---------|-----------|-----------------|--------------------|------------------------------|
| Cobalt  | `#0541AD` | R5 G65 B173     | C97 M63 Y0 K32    | Primary brand color          |
| White   | `#FFFFFF` | R255 G255 B255  | C0 M0 Y0 K0       | Backgrounds, reversed logos  |
| Black   | `#000000` | R0 G0 B0        | C0 M0 Y0 K100     | Text, mono applications      |

### Usage Rules

- **Cobalt Blue** is the dominant brand color. It appears on the primary logo, vehicle graphics, apparel embroidery, and all digital assets.
- **White** is used for reversed logos on dark or blue backgrounds.
- **Black** is reserved for single-color print situations (fax headers, stamps, mono laser printing).
- Never place the blue logo on a background that does not provide sufficient contrast.
- Never recolor the logo in unapproved colors.

---

## 4. Typography

**Primary Typeface:** Lato Bold

Lato is used across all brand touchpoints. The bold weight is used for the wordmark and headlines. Lato Regular may be used for body copy in branded materials.

```
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%^&
```

**Fallback Stack (digital):** `'Lato', 'Helvetica Neue', Arial, sans-serif`

**Google Fonts:** https://fonts.google.com/specimen/Lato

### Type Hierarchy for Branded Materials

| Element        | Weight    | Size Guidance       |
|----------------|-----------|---------------------|
| Headlines      | Lato Bold | 24-48pt / 2-3rem    |
| Subheads       | Lato Bold | 16-20pt / 1.25-1.5rem |
| Body Copy      | Lato Regular | 10-14pt / 1rem   |
| Captions/Legal | Lato Regular | 8-10pt / 0.75rem |

---

## 5. Clear Space

The logo requires clear space around it equal to the height of the lowercase "e" in "Keylink" on all four sides. No other graphic elements, text, or edges should intrude into this zone.

For the monomark (K), maintain clear space equal to 25% of the mark's height on all sides.

---

## 6. Minimum Sizes

| Mark            | Minimum Width (Print) | Minimum Width (Digital) |
|-----------------|-----------------------|-------------------------|
| Primary Wordmark | 1.5 inches / 38mm    | 150px                   |
| KIT Alternate    | 0.75 inches / 19mm   | 80px                    |
| K Monomark       | 0.375 inches / 10mm  | 32px                    |
| Favicon          | -                     | 16px                    |

---

## 7. Logo Misuse

Do not:
- Stretch, skew, or distort the logo
- Rotate the logo
- Add drop shadows, outlines, or effects
- Place on busy or low-contrast backgrounds
- Rearrange logo elements
- Change the typeface
- Use unapproved colors
- Crop any part of the logo
- Add a tagline directly inside the logo lockup without using approved tagline files

---

## 8. Apparel Applications

### Shirts, Polos, and Jackets

Use the apparel-optimized SVG for embroidery and screen printing:
- `svg/apparel/keylink-it-apparel-white.svg`

This file is sized and optimized for garment decoration. The white version is standard for dark-colored apparel (navy, black, charcoal).

**Placement guidelines:**

| Garment       | Placement             | Recommended Size        |
|---------------|-----------------------|-------------------------|
| Polo shirt    | Left chest            | 3.5-4" wide             |
| T-shirt       | Left chest            | 3.5-4" wide             |
| T-shirt       | Full back             | 10-12" wide             |
| Jacket        | Left chest            | 3.5-4" wide             |
| Jacket        | Full back             | 10-12" wide             |
| Hat/Cap       | Front center          | 2.5-3" wide (KIT alt or K monomark) |

**Embroidery thread colors:**
- Cobalt Blue: Madeira Polyneon 1842 or equivalent
- White: Standard white thread on dark garments

**Screen print ink:**
- Cobalt: Pantone 2146 C (closest match to #0541AD)
- White: Standard white

### Hats and Caps

For hats, use either:
- The **KIT alternate** logo (preferred for structured caps)
- The **K monomark** (for smaller or unstructured caps)

The full wordmark is generally too wide for hat fronts.

---

## 9. Vehicle Graphics

The service van wrap mockup (`mockups/service-van-wrap.png`) demonstrates the approved vehicle application including:
- Side panel: Wordmark + circuit board graphic
- Rear: Full wordmark with tagline, service list, contact info
- Hood/Front: Wordmark with tagline

Vehicle graphics should always include:
- The primary wordmark
- Phone number: (615) 475-0145
- Website: Keylinkit.com
- Tagline: "Relax, I Can Fix IT!"


---

## 10. Digital Applications

### Social Media Profiles
Use the circular colormark (favicon) for profile images. The K monomark on blue background works for square profile crops.

### Email Signatures
Use the primary blue wordmark, sized to approximately 200px wide, with contact info in Lato or system sans-serif.

### Website
Primary blue logo on white/light backgrounds. White logo on dark sections. Always link the logo to the homepage.

### Favicon
Use `icons/favicon/keylink-favicon.png` sized to 32x32, 16x16, and 180x180 (Apple touch icon).

---

## 11. Tagline Lockups

Two tagline SVG lockups are available:

- **"Relax, I Can Fix IT!"** - `svg/taglines/relax-i-can-fix-it.svg` (white, for dark backgrounds)
- **"KeylinkIT.com"** - `svg/taglines/keylinkit-com.svg` (white, full URL lockup with wordmark)

These are standalone assets for use on marketing materials, signage, and promotional items. They are not part of the primary logo and should not be combined with the wordmark in a single lockup without approved layout.

---

## 12. Source Files

Master editable files are in the `source/` directory:

- `keylink-it-logos.ai` - Adobe Illustrator file with all logo variants
- `keylink-logo-sheet.pdf` - Visual reference sheet showing all marks, colors, and type

---

## 13. File Format Guide

| Use Case              | Recommended Format         | Directory            |
|-----------------------|----------------------------|----------------------|
| Print (large format)  | SVG or AI source           | `svg/` or `source/`  |
| Print (standard)      | SVG (preferred) or PNG     | `svg/` or `logos/`    |
| Web/Digital           | SVG (preferred) or PNG     | `svg/` or `logos/`    |
| Embroidery            | AI source + apparel SVG    | `source/` + `svg/apparel/` |
| Screen printing       | SVG                        | `svg/`                |
| Social media          | PNG (monomark or favicon)  | `logos/monomark/` or `icons/` |
| Presentations         | PNG or SVG                 | `logos/primary/`      |
| Vinyl cutting         | SVG                        | `svg/`                |

---

## 14. Contact

For questions about brand usage or to request additional assets:

**Keylink IT**  
Hendersonville, TN  
(615) 475-0145  
keylinkit.com
