ATTRIBUTES

Neighborly
Caring
Progressive
These are my brand attributes, centered around a company with great focus and divotion to their customers on a local level.
TITLES
Subheads chapters or headers:
Brand Attributes Neighborly Caring Progressive
e Typeface/ Minion Pro
Dear local,
ere will be a few changes occuring with your power service as
of February 4th. Well be raising a few new blocks of updated
power converters to power poles around your area, and you may
experience some uctuations in power as we are transitioning to
these new more ecient and environmentally friendly
converters. To compensate you for any troubles or hastles for the
next few weeks, well be giving you a temporary discount on
your service bill lasting until the maintenence is complete. Wed
like to thank you for your patience and continued faithful
service to our company and hope to serve you better once these
improvements are in place.
ank you for your valuable time,
e team
Employees devote a great deal of their personal time to local charities
volunteer events, and relief eorts such as the Joplin Missouri tornado disaster.
For my typeface, I chose the Minion Pro family for not only its wide variation in the family, but also for its contrast between thick
and thin strokes. It has a slight bite to it as well with its pointed serifs, and I think this works well with the jagged and rounded
forms found in the brands bird pattern. It also seems to have a sense of credibility and establishment, better lending to a
customers sense of pride once the customers and company interacted a bit more.
CONDUCTING COMMUNITY
Brand Attributes Neighborly Caring Progressive
e Mark/ Black and White
This is the mark in black and white. On white elds, it uses variations in black and gray tones. However, over imagery or certain
colors, the logo would use white in place of the black or gray when necessary to help with legibility of the type. This will be shown
later in the image treatment section.
CONDUCTING COMMUNITY
Brand Attributes Neighborly Caring Progressive
e Mark/ Color
Here is the mark in color. The typeface I used for the logotype is FS Spark, an honestly bizaar typeface. However, particularly
letters like the ones shown here work well with some modication, and add a sense of quirky personality. Particularly with the K
you also get a basic zigzag lightning bolt reference. I payed particular attention in the modifying process to creating a horizontal
stress of the letters to mimic the powerline of the birds, and the cutting and rounding of diferent serifs to mimic the variation in
bird shapes.
Brand Attributes Neighborly Caring Progressive
Color
POWER AND LIGHT STEEL AND SKY
I wanted the colors to be bright and playful, but still retain a certain dignity. With dark grays placed with the brighter gold and
teal colors, I sought to play with contrast of light and darks, referencing the presence and absence of light or electricity.
Brand Attributes Neighborly Caring Progressive
Pattern
Brand Attributes Neighborly Caring Progressive
Comparables
The colors and forms greatly set KCP&L apart from other competitors such as con edison, entergy, and PG&E. This is also due to
the absence of the abstracted forms or logotypes that the other companies desperately cling to.
--
Sandra Fuller
SFuller@gmail.com
Grayson Scott
KANSAS CITY POWER AND LIGHT CO.
-- GScott@gmail.com
KANSAS CITY POWER AND LIGHT CO.
FRONT
FRONT
BACK
BACK
Brand Attributes Neighborly Caring Progressive
Business Cards
Here are 2 of the business cards. The front bears the company mark, and the reverse side has employee information. Here we see
an example in image treatment. Each card would have a diferent photo to add a sense of individuality and collection. A dark gray
would be multiplied over them to assist in legibility, and add hierarchy to the informative text.
Chris Walker
Emily Wilson
81o-,-,,o
81o-,-1,oi
CWalker@gmail.com
EWilson@gmail.com
KANSAS CITY POWER AND LIGHT CO.
KANSAS CITY POWER AND LIGHT CO.
FRONT
FRONT
BACK
BACK
Brand Attributes Neighborly Caring Progressive
Business Cards
Here are 2 more examples. The shape itself is inspired by both birds and graphic shapes present in the website. But well see that
a little later.
Brand Attributes Neighborly Caring Progressive
Image Treatment/ Full Color
The companys image treatment would vary depending on application. In rare occurrences you might see full color imagery with
minor presence of logotype or information. This photo also provided inspiration for the gold and teal colors, efectively
representing the vast elds of the midwest.
Brand Attributes Neighborly Caring Progressive
Image Treatment/ Yellow
In most instances however, the audience would see color overlays on color images. In this way the brands colors move into the
photography, but there are still instances where other colors can peak through and be appreciated.
Brand Attributes Neighborly Caring Progressive
Image Treatment/ Teal
Heres the teal, and you can see how a lot of color can still be seen.
CONDUCTING COMMUNITY
Brand Attributes Neighborly Caring Progressive
Image Treatment/ Gray
The dark gray would be used as well, in many situations dealing with type and legibility. Many of the brands images also rely on
an vast space or expanse of sky and a great sense of heights. I thoroughly enjoy images from the linemans perspective and it
helps the viewer relate to the employees.
KCP&L boosts our customers on a community level, oering
the latest in energy technologies to keep you plugged in and
empowered to drain our carbon foot print.
Brand Attributes Neighborly Caring Progressive
Notication & Invoice
This is the brand statement, focusing on green practices, and community engagement.
Notication Invoice
Brand Attributes Neighborly Caring Progressive
Notication & Invoice
Dear xcvi local,
Tere will be a few changes occuring with your power service as
of February 4th. Well be raising a few new blocks of updated
power converters to power poles around your area, and you may
experience some fuctuations in power as we are transitioning to
these new more emcient and environmentally friendly
converters. To compensate you for any troubles or hastles for the
next few weeks, well be giving you a temporary discount on
your service bill lasting until the maintenence is complete. Wed
like to thank you for your patience and continued faithful
service to our company and hope to serve you better once these
improvements are in place.
Tank you for your valuable time,
e team
81o-,-xcvi
P.O. Box 418679, 1200 Main
Kansas City, MO 64111
www.kcpl.com
KANSAS CITY POWER AND LIGHT CO.
This is the bill for your total energy consumption
for the month of September. Payments are due on
the second Friday of each month by 12 pm. Any late
payments will result in a $5 fee for each day late.
Thank you for your support and service,
The xcvi team
Dear local,
81o-,(-xcv:
P.O. Box 418679, 1200 Main, Kansas City, MO 64111
www.kcpl.com
Kansas City Power and Light Co.
January
Febrary
March
April
May
June
July
August
$70.30
$85.98
$72.54
October
November
December
$99.61
$87.90
$74.13
$96.42
$74.07
September $63.88
,: Main St., Apt. ,:o,
Kansas City, MO, o:::
Dennis Lowe
,: Main St., Apt. ,:o,
Kansas City, MO, o:::
Dennis Lowe
Here are examples of a notication/ newsletter and an invoice to be sent to customers on a monthly basis. Here we see that
shape the business card pulls from, and somehow, at least to me, reference the feathers of a wing, in a minimal way. The blue
would be used to highlight names or other important moments of hierarchy.
KANSAS CITY POWER AND LIGHT CO.
P.O. Box 418679, 1200 Main
Kansas City, MO 64111
Main St., Apt. ,
Kansas City, MO,
Dennis Lowe

FRONT BACK
Brand Attributes Neighborly Caring Progressive Envelope
Here is the envelope, relying on the colored lter over imagery. The inside would hold the mark and a simple at blue eld of
color.
CONDUCTING COMMUNITY
Brand Attributes Neighborly Caring Progressive
Website/ Home
This is the home page of the website, remaining quite simple until rollovers interact with the cursor. Each bird would be a link to
a diferent area of the website.
Payements are due by 12pm on the second Friday
of every month. Late payments will be accepted
with a late fee of $5.00 a day.
CONDUCTING COMMUNITY
January
Febrary
March
April
May
June
July
August
$70.30
$85.98
$72.54
October
November
December
$99.61
$87.90
$74.13
$96.42
$74.07
C
o
s
t
Efficiency
online
payments
September $63.88 PAY
Brand Attributes Neighborly Caring Progressive
Website/ Online Bill Pay
Here we have entered the online bill pay page. The customer can see basic payment info or a detailed mapping of their energy
consumption and usage.
Side BACK
Brand Attributes Neighborly Caring Progressive
Utility Vehicle
This is one of the employee vehicles, sporting the popular golden color.
Brand Attributes Neighborly Caring Progressive
Billboard
And heres a billboard with a slight separation of the marks elements.
Brand Attributes Neighborly Caring Progressive Apparel/ Hardhats
The empoyees also could choose their own hardhat and a bird to represent them.
CONDUCTING COMMUNITY
FRONT BACK
Brand Attributes Neighborly Caring Progressive
Apparel/ T-shirt
This is the t-shirt that kcp&l employees would wear. The back of the tshirt would come in many varieties, so that each worker
would choose their own bird. In a world of uniforms, this could also help workers tell each other apart. Next is my sound mark.
Its fairly predicable, and Ive had a considerable amount of trouble in working with sound in general.
Brand Attributes Neighborly Caring Progressive
e Sound Mark
So I plan to give the sound mark some love as Im working through the book.
KCP&L boosts our customers on a community level, oering
the latest in energy technologies to keep you plugged in and
empowered to drain our carbon foot print.
Brand Attributes Neighborly Caring Progressive
Notication & Invoice
Thats the end of my presentation, and thanks for listening.