Type
TREATMENTS
Color
Palette
Social
MEDIA
Out of
HOME
video cards w descriptions
VISUAL ID
fffff
White
Wet Pavement
131f2b
Kelley Blue
1d3e74
Kelley Gold
f3bc2a
Lightning Bolt
ffe015
Legacy Blue
003ddf
COLOR
EXTENSION
In addition to Kelley Blue Book’s iconic Kelley Blue
and Kelley Gold, Legacy Blue and Lightning Bolt
will be added to give energy and vibrance to social
platforms like Instagram, TikTok, and Youtube
Too many variations in font can be distraction, so lets limit it to 3.
- Bold for titles.
- Medium for subtitles.
- Light for information.
Gen Z is filled with energy. The type should be too. Let’s extend Figtree by stretching, moving, and shaping it to fit the feeling of Kelley’s Blue Book’s content.
Adding motion to type will catch the attention of our audience. The aim is to attract and not distract, keep the copy concise and succinct.
Keeping it Simple
Type Animation
Animation Driven by Time
The new identity doesn’t just represent Kelley Blue Book—it moves like the culture it’s part of.
Instead of reinventing the wheel, we chose to add to what works for Kelley Blue Book. There was a lot of untapped appeal that the SCADpro team wanted to highlight throughout the Fuel for Legends campaign. The new identity doesn’t just represent Kelley Blue Book—it moves like the culture it’s part of, blending its trusted legacy with a bold, contemporary energy that drives relevance forward.
The ribbon plays with Kelley’s iconic blue ribbon, and uses it as a tool for text reveals.
Ribbon
The echo creates repetition and speed, emulating a speeding racecar, and hearkening to 70’s movie title animation.
Echo
The wipe is specifically used to add speed to mostly static shots.
Wipe
Making our mark.
For our out-of-home ads, we used the new color extensions to bring a bold and bright Gen Z energy, while keeping them aligned with KBB’s existing palette to show how both work together.
Staying fresh on social.
Implementing the visual elements, social posts will have that same fresh energetic vibe. Also making sure to use imagery or footage where the vehicle is in motion to show context.
Type
Color
Out of Home
Social Posts
