Kaplan

BRAND GUIDELINES
September 2018 Version
Kaplan is one of the world’s
largest, diversified education
companies, helping students,
businesses and educational
institutions achieve their life,
career and business goals.

While we provide a broad array of educational
offerings through our programs, our
commitment to providing unrivaled quality and
great learning outcomes is consistent in each of
our businesses.
As we’ve expanded and diversified, it is
important that we maintain a singular focus on
our values and messages – to define clearly who
we are, and what we stand for: being a student-
driven, outcomes-focused organization.
Our brand strategy must be as consistent and
unwavering as our commitment to students,
customers, partners and employees.
These guidelines will enable us to create
a unified presence and better define and
differentiate Kaplan in a dynamic and
competitive marketplace. Through our
coordinated efforts, we nurture and reinforce
the value of our brand.
 Kaplan MISSION

Kaplan helps individuals achieve

their educational and career goals.

We build futures
one success story at a time.
BRAND ELEMENTS 08 Toolkit Overview

09 1.0 The Brandmark
10 1.1 Positive & Reverse Brandmarks
11 1.2 Clearspace
12 1.3 Minimum Sizes
13 1.4 Business Unit Logos–Stacked
15 1.5 Business Unit Logos–Horizontal
16 1.6 Business Unit Logos–Preview
18 1.7 Logo Do-Nots

19 2.0 Kaplan Purple

20 3.0 Anchor Panel
21 3.1 Anchor Panel Positions-Border
22 3.2 Anchor Panel Positions-Bleed
23 3.3 Anchor Panel Specifications
24 3.4 Business Unit Logos
25 3.5 Anchor Panel Do-Nots
26 3.6 Anchor Panel Exceptions

27 4.0 Color Palette

28 4.1 Color Values
29 4.2 Creating Gradients
30 4.3 Gradient Values

31 5.0 The “K”

32 5.1 Two-color “K”
33 5.2 Transparent “K”
34 5.3 Single-color “K”
35 5.4 The “K” Do-Nots
APPLICATIONS 47 Applications Overview
36 6.0 Typography 48 Websites
37 6.1 Meta 49 Exterior Signage
38 6.2 Open Sans 49 Exterior Signage–Special Cases,
39 6.3 Merriweather New Designs and Color

40 7.0 Imagery
41 7.1 Imagery Principles
42 7.2 Imagery Guidelines
43 7.3 Imagery Do-Nots
BRAND POLICIES 52 Brand Policies Overview
53 Brand Names and Transitions
54 Campaigns, Agencies, and
Website Domains
 Brand ELEMENTS

08 Toolkit Overview
09 1.0 The Brandmark
10 1.1 Positive & Reverse Brandmarks
11 1.2 Clear Space
12 1.3 Minimum Sizes
13 1.4 Business Unit Logos-Stacked
15 1.5 Business Unit Logos-Horizontal
16 1.6 Business Unit Logos-Preview
18 1.7 Logo Do-Nots
19 2.0 Kaplan Purple
27 4.0 Color Palette 36 6.0 Typography
28 4.1 Color Values 37 6.1 Meta
29 4.2 Creating Gradients 38 6.2 Open Sans
30 4.3 Gradient Values 39 6.3 Merriweather
31 5.0 The “K” 40 7.0 Imagery
32 5.1 Two-color “K” 41 7.1 Imagery Principles
33 5.2 Transparent “K” 42 7.2 Imagery Guidelines
34 5.3 Single-color “K” 43 7.3 Imagery Do-Nots
35 The “K” Do-Nots

20 3.0 Anchor Panel

21 3.1 Anchor Panel Positions-Border
22 3.2 Anchor Panel Positions-Bleed
23 3.3 Anchor Panel Specifications
24 3.4 Business Unit Logos
25 3.5 Anchor Panel Do-Nots
26 3.6 Anchor Panel Exceptions
BRAND ELEMENTS

Toolkit Overview
The Kaplan brandmark and visual system 1 Brandmark

connect the heritage of our company to its

future. The seven core elements create a
distinct, cohesive and recognizably Kaplan
‘look and feel’ across all our business entities
– powerful tools that help us achieve success
as we grow, collaborate and pursue new
market opportunities.

2 Kaplan Purple 3 Anchor Panel 4 Color Palette 5 The “K” 6 Typography 7 Photography

Meta

PANTONE ®
Open Sans
2745
Merriweather

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 8

BRANDMARK

1 The Brandmark

The Kaplan brandmark is the most important

aspect of the brand identity. It is critical to apply
the logo sensibly and with creative intelligence.

The Kaplan brandmark is ® symbol. For questions on

comprised of the Kaplan
logotype and the Learning
Curve. These elements have
been designed to appear in a
fixed relationship that must
never be altered. Always use
approved artwork.
Our brandmark appears in
solid purple. Throughout
these guidelines, we will
refer to this color as Kaplan
Purple.
The Kaplan brandmark is a
registered trademark, but
does not require use of the
Kaplan’s trademark status,
please contact the corporate
legal department. To create
your business unit logo, see
page 30.
Any time you are using the
logo, please ensure you have
selected an image of high
resolution.Print resolution
should have a minimum
output scale of 300 dpi,
while digital should have a
minimum output scale of 72
dpi.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 9

BRANDMARK

1.1 Positive & Reverse Brandmarks

The primary “positive”

version of our corporate 1 Positive logo: Kaplan Purple 2 Reverse logo: White on Kaplan Purple
brandmark (1) appears in a
single color - Kaplan Purple.

The standard logo in black (3)

is to be used only on black and
white documents such as fax
sheets, or black and white ads.

Reverse veresions are also

illustrated (2) and (4).

3 Positive logo: black and white 4 Reverse logo: black & white

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 10

BRANDMARK
1.2 Clear Space
A minimum amount of clear
space should surround
the entire brandmark to
enhance presentation
and impact.
The Kaplan brandmark
should stand out clearly
from its surroundings, and
should be protected with
adequate clear space from
1 “K” 4 x 0.25 “K”
Throughout the system we
use “K” as a key measuring
tool. The “K” used to measure
is equal to the K in the
Kaplan logotype at the size
you intend.
This measurement has
been divided into quarters
(0.25 “K” ).
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
any competing visuals, 1 Using the “K” to identify proportions
graphics and content.
If you are interested in using
a tagline with your business
unit logo, both the language
and the logo/tagline graphic
must be approved by
the corporate marketing
department.
2 Actual recommended clear space
1.25 “K”
The recommended clear
space around the logo is
determined by the cap
height of the “K” + 0.25 “K”.
11
BRANDMARK
1.3 Minimum Sizes
To maintain legibility at all
times, the brandmark has
a minimize size in print and
digital uses.
On occasion, a version that
is below minimum size
may be the right choice
for challenging production
processes where we are
unable to reproduce the
standard size version with
the desired legibility. Where
this is the case, proofing
stages will help to determine
the most suitable version for
optimal reproduction of the
brandmark.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
For print, the brandmark 1 Minimum size for print
should appear in sizes no
smaller than 0.5 inch across
the width of the brandmark
for print (1).
For digital use, the 0.5” 0.5”
brandmark appears no
smaller than 36 pixels across
the width (2). The same
guidelines for minimum
sizes apply to the business
unit logos.
0.5” 0.5”
If we try to reproduce the
symbol or the brandmark
below these recommended
sizes, it is difficult to assure
2 Minimum size for digital
quality and legibility.
36 pixels 36 pixels
36 pixels 36 pixels
12
BRANDMARK
1.4 Business Unit Logos - Stacked
Setting a standard
relationship between the
Kaplan brandmark and the
business unit name is critical
to creating synergy and
cohesion across our diverse
companies.
PANTONE
®
2745
All business names appear
in the Kaplan Core Purple
for the positive version.
They are white knock-out in
the reversed version.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
Two variations illustrate
the way we standardize
the stacked relationship.
Throughout the system we
use “K” as a key measuring
tool, as defined in the Clear
Space section (see page 28).
Adve rt
All business names are set in
Advert Regular and spaced
using the AV tool to 100
horizontal tracking.
1 Single line business name
Height of business name:
0.5 “K”
Font: Advert Regular
Horizontal tracking: 100
Justfication: Centered
Positioned 0.75 “K” below
the baseline of the Learning
Curve to the top of the cap
height of the business name
ON E L I NE BUSINESS NA ME
13
The length of each business 2 Double line business name
unit name is slightly
different. Contact the Height of business name: 0.5 “K”
corporate branding team to
create a new business unit Font: Advert Regular
logo, or refine an existing
Horizontal tracking: 100
one.
Justfication: Centered

First line of business name

positioned 0.75 “K” below from
the baseline of Kaplan to the top D O UBLE LIN E
of the cap height of the business
name
B US I N E SS N AM E
Baseline of business name
aligned with cap height of the “K”

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 14

BRANDMARK

1.5 Business Unit Logos - Horizontal

1 Single line business name

Height of business name:

0.5 “K”

Font: Advert Regular

Horizontal tracking: 100

Justfication: Left

Distance from brandmark:

1.5 “K”

2 Double line business name

Height of business name:

0.5 “K”

Font: Advert Regular

Horizontal tracking: 100

Justfication: Left

Distance between first and

second lines of the business
name: 0.25 “K”

Distance from brandmark:

1.5 “K”

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 15

BRANDMARK

1.6 Business Unit Logos - Preview

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 16

BRANDMARK

1.6 Business Unit Logos - Preview

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 17

BRANDMARK

1.7 Logo Do-Nots

As described on previous 1 Do not replace the Kaplan 2 Do not change the approved 3 Do not use the logotype 4 Do not use the curve
pages, our brandmark logotype with another font. colors. without the curve graphic. graphic alone as a graphic
consists of the Kaplan element.
logotype and the Learning
Curve graphic device.
These elements have been
designed to appear in a fixed
relationship that must never
be altered.
5 Do not alter the character 6 Do not reposition the curve 7 Do not place the brandmark 8 Do not place the reverse
This page illustrates spacing (kerning). graphic. on colors other than white. brandmark on colors other
some incorrect uses of than white.
the brandmark. Changing
the configurations of the
brandmark in any way
will create confusion and
diminish our legal ownership
of our brand assets.

9 Do not contain the logotype in 10 Do not redesign or use an 11 Do not place the brandmark 12 Do not place the brandmark
Always use approved artwork
a shape, or extend the curve alternate curve graphic. on any part of a gradient on a gradient or shape
for the Kaplan brandmark or graphic to enclose the logotype. that is not 100% Kaplan unless the entire clear space
any of the Kaplan business Purple. is Kaplan Purple.
unit brandmarks.

13 Do not add graphic elements, 14 Do not place the brandmark on 15 Do not place the brandmark
text or messaging that a light background, or alter the on any gradient or a shape
encroach into the clear space. color relationship between the unless the entire clear space
logotype and the curve. is Kaplan Purple.

Title or Message

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 18

BRAND ELEMENTS
2 Kaplan Purple
Color provides a strong visual brand identity
across a wide range of applications.
Our core color is Kaplan
Purple and should always
appear as an ‘anchor’
element in all of our
communications. This builds
consistency and equity.
The Kaplan logo should
appear in PMS 2745 (1), a
more production-friendly
purple. The CMYK version
for print and their RGB and
Hexidecimal equivalents for
digital are shown in the color
palette.
Tints of purple 2745 (2) may
also be used as additional
!
PMS 2755 will only be
used as the core color for
facilities signage, which
can often appear lighter
due to exterior conditions
and sunlight.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
80%
60%
40%
color options for information
graphics, tables, charts,
graphs and diagrams.
PANTONE ®
To maintain a level 2745
of consistency and
effectiveness, the
percentages illustrated 1 Kaplan Purple 2 Tints of Kaplan Purple
should be used.
* The colors shown
throughout these guidelines
may not match the
PANTONE® Color Standards.
Please refer to a current
PANTONE® specifier when
applying colors.
19
BRAND ELEMENTS

3 Anchor Panel

The anchor panel plays an important role in

building a consistent framework for Kaplan
materials and provides a dedicated space
for the Kaplan Brandmark against Kaplan
Purple, giving the flexibility to use other brand
elements, such as color, in communications.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 20

ANCHOR PANEL
3.1 Anchor Panel Positions - Border
Anchor panels are anchored
against the margins of a print
or digital material. They are
an easy way to position the
Kaplan brandmark on covers,
brochures, and website
pages, among many others.
Always use approved artwork
for the Kaplan brandmark.
The basic form of the anchor
panel has 1 or 2 rounded
corners. The location of the
rounded corner depends on
the position of the anchor
panel on a material. Corners
that are not anchored on
margins should be rounded.
Ideal border measurement
is 0.25 inches
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
When the anchor panel is
applied to larger formats,
such as billboards, the
minimum margins must
be retained at 2 “K” for the
straight edge and 4 “K” for
the rounded corner.
In materials of handheld
size (such as a brochure
or leaflet), the 0.15” radius
should be used wherever a
rounded corner is needed;
see Page 40 for instructions.
For large-scale applications,
the radius should be scaled
proportionately.
21
ANCHOR PANEL

3.2 Anchor Panel Positions - Bleed

A “bleed” version of the trimmed to the edge of the

anchor panel may be
used for print or digital
applications.
In the “bleed” version, the
anchor panel extends past
the material’s edge. This is
intentional. It is to allow an
application to be physically
anchor panel at the printer’s,
so that the anchor panel
reaches the edge of the
page exactly.
You will need to include a
printer’s “bleed” area at the
edge of the page (usually
0.25”).

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 22

ANCHOR PANEL

Anchor panels may only Always use approved 1 Anchor panel

be produced in 2 versions: artwork for the Kaplan recommended clear space
in Kaplan purple or white, brandmark.
with reverse-color logos. 2 “K”
The basic form has 1 or (left or right)
2 rounded corners. To
determine the corner radius, 4 “K”
create an anchor panel Distance from the anchored edge
(left or right)
measuring 4.5 inches wide
with a corner radius of 0.15 1 “K”
inches. Scale up or down Top and bottom clear space
proportionately.

2 Minimum clear space &

Recommended clear space
for top- and bottom-centered
anchor panels

2 “K”
Left and right clear space

1 “K”
Top and bottom clear space

To determine the corner

radius, create an anchor
panel measuring 4.5 inches
wide with a corner radius
of 0.15 inches . Scale up or
down proportionately.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 23

ANCHOR PANEL

3.4 Business Unit Logos

Anchor panels containing Business unit names are

business unit names use
the same 1.25 “K” unit as
the spacer around the
entire logo.
The “K” in the unit is always
the same size as the K in
‘Kaplan’. The small “K” is 25%
smaller.
set in Advert Regular, with
a horizontal tracking of 100
and a height of 0.75 “K”.
They must be center-aligned
with the Kaplan logomark.
Distance from the Kaplan
logomark to the business
name is set at 1.5 “K”.

This uniformity in spacing

allows the anchored logos to
be any size as long as they
adhere to the equal spacing
using the 1.25 “K” unit.

1 “K” 4 x 0.25 “K” 1.25 “K”

Throughout the system we The recommended clear

use “K” as a key measuring
tool. The “K” used to measure
is equal to the K in the
Kaplan logotype at the size
you intend.
space around the logo is
determined by the cap
height of the “K” + 0.25 “K”.

This measurement has

been divided into quarters
(0.25 “K” ).

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 24

ANCHOR PANEL

3.5 Anchor Panel Do-Nots

Anchor panels may only Shown to the right are 1 Do not change the color of 2 Do not use other color
be produced in 2 versions: some examples of the the anchor panel combinations
in Kaplan purple or white, Do-Nots.
with reverse-color logos.
The purpose of this is
to always maintain an
acceptable amount of
Kaplan Purple in all our
communications.

3 Do not use a rectangle or 4 Do not use more than the

reposition the logo inside specified number of rounded
the anchor panel corners or alter their shape

5 Do not reduce the scale of 6 Do not redesign or use an

the logo inside the anchor alternate curve graphic
panel

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 25

ANCHOR PANEL

3.6 Anchor Panel Options

The anchor panel is the (b) The brandmark may be a) Logo on a Kaplan Purple gradient
easiest way to be compliant. set against a Kaplan Purple
When a design requires shape, again observing the
a different approach, required clear space.
however, two other options
are available for placing the
Kaplan brandmark:

(a) When using a gradient

background, ensure that
the brandmark is set
against Kaplan Purple, and
observing the required clear
space.

b) Logo on a Kaplan Purple shape

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 26

BRAND ELEMENTS

4 Color Palette

Color can bring communications to life. CORE BRAND COLOR

Our bold and confident brand palette ensures

that Kaplan communications are distinctive,
cohesive and effective.
Kaplan Purple
A bright, fresh and the bright, bold tones of
consistent color palette is the Regular colors. When
key to create impact and used together, these
express personalization. complimentary tones bring REGULAR & DEEP COLORS
harmony to any layout.
Our core brand color
Blue Purple Blue Green Red Orange Green Chartreuse Pink Yellow
is Kaplan Purple. The The neutral tones are ideal
secondary colors are for use with the secondary
divided into two categories: colors, or in formal
Regular and Deep. The applications. They may also
sophisticated, ‘serious’ tone be used for information
of the Deep colors are to graphics in charts, graphs Deep Deep Deep Deep Deep Deep Deep Deep
be used as a counter to and tables. Blue Purple Blue Green Red Orange Green Chartreuse Pink Yellow

NEUTRAL COLORS

Light Gray Warm Gray Stone Extra Light Gray

Medium Gray Deep Warm Gray Dark Gray

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 27

COLOR PALETTE
4.1 Color Values
The Kaplan color palette is
for use across all Kaplan
businesses. Business units
should not “own” a color in
order to differentiate itself
within the Kaplan business
ecosystem.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
COLOR BRAND COLORS CMYK RGB HTML SPOT
Kaplan Purple 99-100-18-20 36-15-110 #240F6E PMS 2745
Exceptions can be made REGULAR & DEEP COLORS
when a publication or
partnership communication Blue Purple 89-64-0-0 0-93-232 #005DE8 PMS 2728 C
demands a specific Deep Blue Purple 92-81-0-0 8-46-207 #082ECF PMS Blue 072C
color according to their ideal for web
call-outs and
particular standards. Blue Green 96-6-6-0 0-164-217 #00A4d9 n/a buttons
Deep Blue Green 100-38-12-0 0-125-179 #007DB3 n/a
Red 0-100-77-0 214-8-59 #D6083B PMS 206 C
Deep Red 19-100-78-9 158-21-57 #9E1539 n/a
Orange 0-82-100-0 229-83-2 #E55302 PMS 166 C
Deep Orange 11-94-100-3 182-52-13 #B6340D n/a
Green 88-9-100-1 78-157-45 #4E9D2D PMS 362 C
Deep Green 96-26-100-17 53-119-31 #35771F n/a
Chartreuse 33-0-100-0 193-216-47 #C1D82F PMS 382 C
Deep Chartreuse 57-15-100-1 139-166-22 #8BA616 n/a
Pink 0-92-0-0 230-40-153 #E62899 PMS 225 C
Deep Pink 20-100-16-0 171-12-120 #AB0C78 PMS 241 C
Yellow 0-24-96-0 255-200-46 #FFC82E PMS 123 C
Deep Yellow 16-49-100-1 193-138-36 #C18A24 n/a
NEUTRAL COLORS
Cool Gray 11-8-9-0 224-224-224 #E0E0E0 n/a
Deep Cool Gray 30-24-24-0 180-180-180 #B4B4B4 n/a
Warm Gray 14-13-17-0 215-210-203 #D7D2CB n/a
Deep Warm Gray 47-47-51-12 131-120-112 #837870 PMS Warm Gray 9
Stone 15-18-42-0 212-198-158 #D4C69E n/a
Ideal contrast
when using blue/
Extra Light Gray 2-1-1-0 249-249-249 #F9F9F9 PMS 7541C pink buttons in a
website
Dark Gray 71-66-65-73 34-33-33 #222121 n/a Ideal for text color
28
COLOR PALETTE

4.2 Creating Gradients

Our color palette has Gradations should 1 4-COLOR GRADIENT DARK DEEP REGULAR TINT
been selected to provide be applied only when
a range of options across they add value or
Use shade, deep, regular,
media and allow for effectiveness to the
and tint colors with 100%
modulation in tone of design. The direction opacity to create smooth
voice from high-impact of the gradation may four-tone blends.
to more serious and run vertically and
sophisticated. horizontally, and may run
dark-to-light or light-
Within the color palette, to-dark.
2 3-COLOR GRADIENT DARK DEEP REGULAR TINT
light-to-dark gradations
may be used to create
a different mood or
emphasis in the piece of Select three consecutive
communication being tones when creating
three-tone gradations.
developed.

3 2-COLOR GRADIENT

Select two complementary Blue Purple + Regular Pink

colors to create dynamic
gradients.

Kaplan Purple + Blue Purple

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 29

COLOR PALETTE

4.3 Gradient Values

DARK DEEP REGULAR TINT DARK DEEP REGULAR TINT

Blue Purple Green

CMYK 99-93-0-0 92-81-0-0 89-64-0-0 33-13-0-0 95.93–37.32–100– 38.76 096–026–100–017 088–009–100–001 25.27–000–25.6–000
RGB 51-62-148 8-46-207 0-93-232 171-112-255 041–087–051 053–119–031 078–157–045 200 –225–200
HEX # #323d93 #082ECF #005DE8 #ABDFFF – #35771F #4E9D2D –
PANTONE – –
– Blue 072C 2728 C – – 362 C

Blue Green Chartreuse

CMYK 100–78.18–36.77–31.51 100–058–029–009 100–038–012–000 21.8– 2.14–3.15–000 78.87–24.05–100–10.69 057–015–100–001 033–000–100–000 15.01–000–40.25–000
RGB 036–059–091 010–094–133 000–125–179 203–225–238 090–134–070 139–166–022 193–216–047 223–233–175
HEX # – #0A5E85 #007DB3 – – #8BA616 #C1D82F –
PANTONE – – – – – – – –

Red Pink
CMYK 25.57–100–100–27.47 019–100–078–009 000–100–077–000 000 –23.35–3.71–000 25.12–100–52.35–10.48 020–100–016–000 000–092–000–000 000–20.22–0.01–000
RGB 126–032–034 158–021–057 214–008–059 238–205–215 148–035–082 171 –012–120 230–040–153 240–211–228
HEX # – #9E1539 #D6083B – – #AB0C78 #E62899 –
PANTONE – – 206 C – – 241 C 225 C –

Orange Yellow
CMYK 18.18–100–100–10.7 011–094–100–003 000– 082–100–000 000–22.47–16.52–000 17.19–62.69–100–4.11 016–049–100–001 000–024–096–000 000–6.68 –41.68– 000
RGB 158–037–041 182–052–013 229–083–002 239–205–195 180–114–050 193–138–036 255–200–046 #FFC82E
HEX # – #B6340D #E55302 – – #C18A24 #FFC82E –
PANTONE – – 166 C – – – 123 C –

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 30

BRAND ELEMENTS

5 The “K”

The Kaplan “K”, with its distinctive notch, is a

strong, secondary brand element that can be
leveraged as a unifying device across all the
business units’ marketing materials.

The “K” adds an element Creative use of the “K” will

of personalization, bring a level of flexibility
directly reflecting our to our brand expression
brand strategy. while simultaneously
providing a consistent
symbol for the company.

a b

a - The stem
b - The arrow

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 31

THE “K”

5.1 Two-color “K”

REGULAR COLORS DEEP COLORS NEUTRALS

The “K” element is broken
down into two components:
the stem (a) and the arrow (b). ON WHITE ON WHITE ON WHITE

Kaplan Purple stem + Kaplan Purple stem + Kaplan Purple stem +

The Two-color “K” is the
preferred color combination
for the Kaplan “K”. It combines
the Kaplan Purple on the
stem, with a secondary color
on the arrow, except when the
background color is Kaplan
Blue Purple Blue Green Red Orange Deep Blue Deep Blue Deep Red Deep Orange Medium Gray Deep
Purple. Warm Gray
Purple Green
The “K” should always appear
in one of the approved color
combinations, seen here.

The Two-color “K” is a bold

Green Chartreuse Pink Yellow Deep Green Deep Deep Pink Deep Yellow Stone
and distinctive addition to Chartreuse
photography, as well as
against solid white and color
backgrounds.
ON KAPLAN PURPLE ON KAPLAN PURPLE ON GRAY

Blue Green stem + Blue Green stem + Blue Green stem +

!
Another secondary color
may replace the core
purple when the solid
Red Orange Pink Light Gray Warm Gray Stone Medium Gray
“K” is used over a purple
background.

Yellow Green Chartreuse Medium Extra Light

Gray Gray

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 32

THE “K”

5.2 Transparent “K”

The transparent “K” is ideal

as a complementary graphic
element over photographs,
such as website banners,
specifically when a more
subtle approach to branding
is preferred. To create the
transparent “K,” set the Two-
color “K” at 85% opacity.

85%

Set the opacity of a solid “K”

at 85%

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 33

THE “K”

5.3 Single-color “K”

In cases where producing the

Two-Color “K” on premiums
or merchandise is cost-
prohibitive, a Single Color “K”
may be used instead.

A Single Color “K” may use

any color in the Kaplan
color palette. It may only be
used in premiums, location
markers and icons.

Why choose Kaplan?

Study abroad English programs Teaching method Student recommendation

Choose from 40+ English
language schools in 8 English-
speaking countries around the
globe. Each school also offers
accommodation options and a
selection of courses.
We have a wide range of courses
to help you achieve your goals. You
can learn for a few weeks, study
for a whole year, or take focused
courses in business English or
exam preparation.
A unique and specialy designed
teaching system, K+ maximizes
learning through technology and
innovation. Lessons, textbooks, and
apps help you learn English quickly
and effectively.
Your happiness is extremely
important to us, but don’t just take
our word for it. 95% of students
who study with Kaplan International
English would recommend us to their
friends and family.

View our schools View our courses Learn more about K+ Student ratings

Kaplan International English is part of the Kaplan Inc. family and its mission: helping individuals achieve their educational goals. For over 75 years, Kaplan has been providing
education to students all over the world, building on decades of expertise and continuing to innovate and lead the way forward. Please take a look at the Kaplan mission and
values by viewing our mission statement.

Our journey started a while ago, but your English language journey starts here.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 34

THE “K”

5.4 The “K” Do’s and Do-Nots

As we use the “K” as a 1 Do not use the “K” on 2 Do not use color 3 Do not use in single shade of 4 Do not use as a key line
core element across all an angle combinations not in the color, except for icons, location
communications, it is color palette markers, and premiums
important to control how
much flexibility we allow
in the brand expression.
Shown here are some of the
Do-Nots.

Changing the angle, the

colors, or using the “K” as a
key line or a transparency
may seem to be creative uses 5 Do not mix solid with a 6 Do not use in solid white 9 Do not use transparent “K” over 10 Do not use Transparent
of this element, but they key line multicolored backgrounds that “K” over backgrounds that
begin to dilute the simplicity are high-contrast with large are solid color or over very
and power it can have in details or patterns in focus that subtle gradients, as the “K”
building brand identity and make the “K” difficult to read. won’t look transparent but
consistency. will shift in color toward the
background.

7 Use backgrounds that are 8 Use over backgrounds that

soft-focus or out of focus are small enough not to
completely with enough compete with the “K”
detail to be visible element.
through “K”.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 35

BRAND ELEMENTS

6 Typography

Typography is an important element in

maintaining a clear, well-defined and
consistent brand. It helps create different
tones of voice across communications.

Three distinctive type families have been chosen

to support the Kaplan logotype and to establish a
proprietary look for all Kaplan communications.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 36

TYPOGRAPHY

6.1 Meta

Meta is the primary font and META OT THIN

lends a modern, streamlined
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
look to our communications. 1234567890
Meta lining figures should
be used for most numerical
META OT NORMAL Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
communications, such 1234567890
as addresses and phone
numbers. This will enable
all the type to sit on the
same line.
META BOOK–ROMAN Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567 890
META BOOK–ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

META MEDIUM LF ROMAN Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890
META MEDIUM LF ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

META BLACK ROMAN Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890
META BOLD ROMAN
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 37

TYPOGRAPHY

6.2 Open Sans

Open Sans is ideal for OPEN SANS LIGHT Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

electronic communications
such as websites, as it is 1234567890
better for search engine
optimization purposes. OPEN SANS LIGHT ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
It is also usable as
a secondary font in
presentations, videos, and
print materials.
OPEN SANS REGULAR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

OPEN SANS ITALIC

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

OPEN SANS SEMI BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890
OPEN SANS SEMI BOLD ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

OPEN SANS BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890
OPEN SANS BOLD ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

OPEN SANS EXTRA BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mn Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 38

TYPOGRAPHY

6.3 Merriweather

Merriweather acts as a MERRIWEATHER LIGHT

supporting typeface when a
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
more elegant or classic look 1234567890
is required.
MERRIWEATHER
LIGHT ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567 890

MERRIWEATHER REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

MERRIWEATHER ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890

MERRIWEATHER
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BOLD
1234567890
MERRIWEATHER
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BOLD ITALIC
1234567890

MERRIWEATHER BLACK
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
MERRIWEATHER
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
BLACK ITALIC
1234567890

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 39

BRAND ELEMENTS

7 Imagery

Effective imagery enables our communications

to make direct and emotive connections with
our audiences. principles for photography
selection.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 40

IMAGERY

7.1 Imagery Principles

Customer Driven Personalized Efficient and Effective Innovative Lifelong

Whether in a portrait Kaplan is a company that Our goal is to make the Imagery should be fresh and Kaplan serves learners of all
or group setting, our tailors its programs and educational process simple modern, and display ages.  Imagery should reflect
customers–whether services to our customers’ and clear for our students a positive energy – the relevant level
individual students or needs.  and to give them an representing our continuous of diversity appropriate for
institution or corporate efficient path to achieving innovation to improve your program offering.
partners–should be Therefore, it is important their goals.  Simplicity customer outcomes.
the focal point of the to use photos of authentic, and clarity should guide
majority of our imagery.  believable and engaging our photography selection; Where appropriate, depict
subjects that demonstrate avoid overly complex or settings and situations that
Respect the person’s customers’ real ambiguous imagery. are characteristic
image as you would a circumstances. They should of Kaplan’s innovative
close friend or family not seem posed. approach to education.
member (for example, don’t
crop parts of their face and
minimize and respectfully
apply color washes and
other artistic treatments). 

We recognize that in
certain circumstances
metaphor or landscape
imagery is necessary
to support marketing
objectives. In those cases,
imagery selected should be
aligned with the
following brand pillars.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 41

IMAGERY
7.2 Imagery Guidelines
Integrity is one of the five
brand values and must
be upheld in photography
through authentic
depictions. Choose positive
images that look natural –
with real people in credible
situations, and expressions
appropriate to the setting
and activity. Use images
that are warm, modern, and
energetic.
Kaplan leverages
photography as a tool to
celebrate our diverse and
dynamic communities.
Our photography must tell
compelling stories and help
us connect to our audiences
in a powerful, personal way.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
Always consider the 1 STYLE The Kaplan photography style is light, airy and natural. Our images reflect the real
publishing context: how needs and aspirations of our students, teachers, communities, and partners.
and where the image will
appear. ‘Slice of life’ photography lets us show natural, unembellished representations
of everyday experiences in Kaplan enivronments throughout the world. Like the
Images should be in sharp experiences we offer, our photographs should be engaging, immersive and inviting.
focus. Images for print
should be at least 300 Strive to capture real moments that reflect the authenticity of the Kaplan brand.
dpi at full size. Images
for electronic or digital
communications should be
72 dpi at full size.
Blank spaces in an image
are useful for layout and
design.
42
 2 SUBJECT MATTER People are at the heart of Kaplan, and they take center stage in our photography. We
connect with our audiences best when they see themselves in the people we feature
in our images.

Take every opportunity to showcase the diversity of our students and customers.

Show the impact of our work by focusing on customers’ goals and outcomes.

Use still-life images and task shots (with subject cropped out) sparingly, as it is
difficult to communicate the energy of Kaplan through objects alone.

3 EXPRESSIONS We convey excitement, energy and impact through our subjects’ expressions: relaxed,
confident, and enthusiastic.

Photographs should capture natural smiles and realistic movements, not feel staged
or posed.

Avoid posing subjects – try for a natural look, as if the subject is unaware of the camera.
Minimize having the subject stare straight into the camera, except for testimonials.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 43

IMAGERY

4 SETTINGS Kaplan customers experience a wide spectrum of day-to-day activities. Capture real subjects
in their natural environments; for example: in a classroom, on the way to class, working in
an office, studying online, taking a test, talking with colleagues or relaxing on a campus.

Put subjects in the best light possible: bright, airy environments radiate warm and positivity.

Kaplan communities are located around the world. Try to establish a sense of place in your
photographs, to invite audiences into our distinct learning and living locations.

5 EFFECTS Minimize the use of artistic and digital photography effects to social media and special
campaigns (duotones, color washes, filters). Use filters sparingly, and in the Kaplan color
palette.

Consider the filter a fallback solution when existing photography cannot be otherwise
changed. Use it to create consistency or a KTP brand wash.

If you must use a filter, remember:

Always turn the image black and white first.
Increase contrast of the figure by simplifying the background.
Consider applying filters differently to the background ad the figure to create more
dimension.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 44

 6 BRANDING Integrate the Kaplan brand into photography as a subtle nod to the Kaplan brand.
OPPORTUNITIES This may be in the form of props in the Kaplan Purple, branded merchandise or
signage. Be careful not to overdo.

Consider the use of the Kaplan color palette for backgrounds.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 45

Brand APPLICATIONS

47 Applications Overview
48 Websites
49 Exterior Signage
50 Exterior Signage–Special Cases,
New Designs and Color
BRAND ELEMENTS AT WORK

Applications

When we apply the brand guidelines correctly,

consistently, and effectively, we communicate
both in words and graphics a distinctive and
identifiable Kaplan ‘look and feel.’

Displayed in this section are a few examples of applications

used across Kaplan business units.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 47

APPLICATIONS

Websites

Websites are among the We encourage a seamless

most visible and prominent
channels for the Kaplan
brand and messaging, often
the first places students
and business and university
customers seek out to
learn about our company,
products and services.
user experience as viewers
navigate from the main
company site (Kaplan.com)
to your business’ website.
Business unit websites
should follow an aesthetic
of simplicity, clarity, and
approachability.

Design your website with All proposed website

an awareness of both your
audience and business, as
well as your business unit’s
relationship with the Kaplan
master brand.
redesigns must be reviewed
with the corporate branding
team.

1 2 3 4 5
Use the Kaplan brandmark correctly, against a: Use the Kaplan color palette Use the “K” respectfully: Use the Kaplan-prescribed Use photographs that adhere
a) white background, or b) Kaplan Purple background a) Use it typography to Kaplan imagery guidelines
b) Place it where it can be seen
c) Use it in a flattering way

Meta
Open Sans
PANTONE®

2745
Merriweather

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 48

APPLICATIONS

Exterior Signage

Signage presents a Choose a suitable signage Pylon Sign

significant branding
opportunity for Kaplan.
Although each business
has specific signage
standards, it is important
to adhere to the following
guidelines. In addition,
the Kaplan, Inc. Branded
Environments team, led by
John Scarnecchia (212-974-
6252 or john.scarnecchia@
kaplan.com) should be
consulted throughout the
development of all exterior
signage and must approve
all exterior signage.
type: We use a variety of
sign types, each of which
suits specific facilities
and the limitations of
municipal or landlord
signage codes. Branded
Environments will help you
choose the sign type that
optimizes visibility while
satisfying requirements
for each particular building
application. See photos to
the right for examples of
possible signage types.

 egotiate for bold signage:

N
Secure rights for bold
signage at the time of lease
negotiation.
> Negotiate for signage in
the lease process.
> Ask for the maximum
signage allowable by
local building code and
applicable agencies.
> Contact Branded
Environments for
support in developing
sign exhibits and
for approval of sign
exhibits to be used
to obtain landlord
approval.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 49

APPLICATIONS

Exterior Signage - Special Cases,

New Designs and Color

Special Cases New Designs

Where size or landlord There may be instances

restrictions dictate
something different, the
Branded Environments team
will work with you to develop
signage that resembles
our primary brandmark as
closely as possible.
Cases of Limited
Vertical Height
where a business division
and its name require a
unique logo design. All
requests to deviate from
the standards set forth in
these guidelines must be
directed to the Branded
Environments team.
A
Color

Diagrams A and B show an Unlike other branding and Illustrations A and B show an exception to the standard signage treatments.
alternative signage design marketing materials, signage This alternate logo with a “tighter” Learning Curve should only be used for
to be used only for large color will remain PMS 2755, large exterior channel letter signs when signage space is very limited, in
exterior channel letter signs as exterior conditions and order to maximize the size of the Kaplan letters. The corporate marketing
when the vertical space for sunlight often cause signage department must approve all usage of this alternate signage treatment.
signage space is very limited. to appear lighter.
This slightly different Kaplan
brandmark has a “tighter”
Learning Curve to maximize
the size of the Kaplan portion
of the sign. All other signs
must display the regular
Kaplan logo. The Branded
Environments team must
approve all usage of this
alternate signage treatment.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 50

Brand POLICIES

52 Brand Policies Overview

53 Brand Names and Transitions
54 Campaigns, Agencies, and
Website Domains
 The following branding policies help build
and protect Kaplan’s brand and reputation,
as well as guide and support business
unit marketing initiatives. It’s important
we adhere consistently to the following
policies to create a strong, unified brand,
as well as define and differentiate Kaplan
in the marketplace.
Kaplan’s brand guidelines help ensure we
present consistent messaging and visual
elements across the organization. All marketing
materials such as advertising campaigns,
websites, and collateral must comply with the
brand guidelines. Please make sure all internal
and external marketing and creative staff are
familiar with the guidelines.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 52

 Brand Names and Transitions
Business Unit Names
Whether for an acquired or existing business,
all name changes must be approved by the
corporate branding team, led by Kaplan, Inc.
Chief Communications Officer Melissa Mack.
Please contact us about the name change
before it is finalized to ensure the new name
aligns with Kaplan’s brand architecture, avoids
conflicts with other divisions, and is clear
and descriptive to the customer. Please allow
3-4 weeks for our evaluation of the proposed
name. New names must also be approved by
the Kaplan, Inc. Legal Department, which will
conduct a legal search to ensure the name
is not already in use and does not conflict
with a similar name in the education space.
The corporate branding team will help you
coordinate the search with Legal.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
Transition Strategy
After the new name has been approved,
business units must work with the corporate
branding team to obtain approval on the
transition strategy for rebrandings to ensure
the following materials comply with Kaplan’s
brand and communications guidelines:
›› New logos
›› Templates for marketing materials such
as brochures, email marketing and
advertising
›› Website designs
›› Internal and external communications
about the rebrand (letters to employees,
clients, and partners; press releases)
53
Campaigns, Agencies, and Website Domains
NEW CAMPAIGNS AND
MAJOR MARKETING INITIATIVES
If you are planning a new branding or
advertising campaign, or are about to
launch a major new marketing initiative,
please contact the corporate branding team
early in your development process to make
sure your strategy is aligned with Kaplan’s
brand strategy. It is important we have an
opportunity to review visual identity and
messaging in advance of production.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
HIRING OF PUBLIC RELATIONS
OR BRANDING AGENCIES
Businesses must alert the corporate
communications and branding team when
hiring outside public relations or branding
firms to ensure agency recommendations are
in line with Kaplan’s overall brand strategy.
PURCHASING WEBSITE DOMAINS
All website domain purchases must be
processed through the Kaplan, Inc. IT team
and approved by the corporate branding team
and Kaplan, Inc. Legal Department. Please
send an email to domain.billing@kaplan.com
including:
›› The domain name(s) you wish to purchase
›› The name of your business unit
›› Your 4-digit Oracle cost center
›› Your inter-company code (for KIC, KPE, and
non-US businesses)
›› Your telephone number
54
Brand APPENDIX
GLOSSARY BRAND ARCHITECTURE
The strategic analysis and
development of optimal
relationship structures
among multiple levels
of company, brand, and
feature names.
COLOR PALETTE
The set of approved colors
to be used throughout
communications. This
applies to color fields and
type, not to photographic
imagery.
FONT
A style of typeface.
LOCK-UP
The arrangement of the
Kaplan logotype and the
Kaplan business unit names.
Kaplan, Inc. Brand Identity Guidelines, 2018 Version
BRANDING
The unique identification
of a product, service or
offer from a company or
business.
CONFIGURATION
The arrangement of
graphic elements of a
Kaplan signature. The size
and position relationships
of the elements within
an approved signature
configuration are fixed, and
must not be altered.
KAPLAN BUSINESS
UNITS
The combination of the
Kaplan corporate brandmark
and a descriptive name
identifying each Kaplan
branded business unit.
SUPER GRAPHIC
A phrase that is used to
describe the use of a brand
element or graphic device
at a large scale in a dynamic
and powerful way.
BRANDMARK
(OR LOGO)
A simple graphic element
(with or without text) used to
identify a company. Notable
non-Kaplan examples are the
Nike “swoosh” or McDonald’s
“golden arches.”
COPYRIGHT
The exclusive legal right
to copy, publish and sell
materials. Also, the mark
that indicates a work is so
protected.
KAPLAN BRANDMARK
The combination of the
Kaplan logotype and the
Learning Curve graphic
device.
CLEAR SPACE
The space around the
brandmark that is kept
empty to isolate the
signature and make it easier
to see.
CORPORATE COLOR
PANTONE® purple 2745
is the primary Kaplan
corporate color.
KNOCK-OUT
Terminology indicating
that a brandmark, logo
or typography appears
white out of a solid, multi-
colored or photographic
background.
56
 CONTACTS

This is an exciting time. Melissa Mack

Chief Communications Officer
Chairman, Kaplan Educational Foundation
212 492 5849
The power of the Kaplan brand melissa.mack@Kaplan.com
is immense, and its success
depends on our adherence John Scarnecchia
to our values and visual Vice President
Branded Environments
identity system. 212 974 6252
john.scarnecchia@Kaplan.com

If you have any questions, please feel free

to contact us. Ken Brown
Executive Director
Corporate Communications
212 974 6228
ken.brown@Kaplan.com

Kaplan, Inc.
750 3rd Avenue, 8th Floor
New York, NY 10014
212 492 5800

www.kaplan.com

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 57