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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 Our brand strategy must be as consistent and
offerings through our programs, our unwavering as our commitment to students,
commitment to providing unrivaled quality and customers, partners and employees.
great learning outcomes is consistent in each of
our businesses. These guidelines will enable us to create
a unified presence and better define and
As we’ve expanded and diversified, it is differentiate Kaplan in a dynamic and
important that we maintain a singular focus on competitive marketplace. Through our
our values and messages – to define clearly who coordinated efforts, we nurture and reinforce
we are, and what we stand for: being a student- the value of our brand.
driven, outcomes-focused organization.
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 BRAND POLICIES 52 Brand Policies Overview
42 7.2 Imagery Guidelines 53 Brand Names and Transitions
43 7.3 Imagery Do-Nots 54 Campaigns, Agencies, and
Website Domains
Brand ELEMENTS

08 Toolkit Overview
09 1.0 The Brandmark 27 4.0 Color Palette 36 6.0 Typography
10 1.1 Positive & Reverse Brandmarks 28 4.1 Color Values 37 6.1 Meta
11 1.2 Clear Space 29 4.2 Creating Gradients 38 6.2 Open Sans
12 1.3 Minimum Sizes 30 4.3 Gradient Values 39 6.3 Merriweather
13 1.4 Business Unit Logos-Stacked
15 1.5 Business Unit Logos-Horizontal 31 5.0 The “K” 40 7.0 Imagery
16 1.6 Business Unit Logos-Preview 32 5.1 Two-color “K” 41 7.1 Imagery Principles
18 1.7 Logo Do-Nots 33 5.2 Transparent “K” 42 7.2 Imagery Guidelines
34 5.3 Single-color “K” 43 7.3 Imagery Do-Nots
19 2.0 Kaplan Purple 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 Kaplan’s trademark status,
logotype and the Learning please contact the corporate
Curve. These elements have legal department. To create
been designed to appear in a your business unit logo, see
fixed relationship that must page 30.
never be altered. Always use
approved artwork. Any time you are using the
logo, please ensure you have
Our brandmark appears in selected an image of high
solid purple. Throughout resolution.Print resolution
these guidelines, we will should have a minimum
refer to this color as Kaplan output scale of 300 dpi,
Purple. while digital should have a
minimum output scale of 72
The Kaplan brandmark is a dpi.
registered trademark, but
does not require use of the

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 any competing visuals, 1 Using the “K” to identify proportions
space should surround graphics and content.
the entire brandmark to
enhance presentation If you are interested in using
and impact. a tagline with your business
unit logo, both the language
The Kaplan brandmark and the logo/tagline graphic
should stand out clearly must be approved by
from its surroundings, and the corporate marketing
should be protected with department.
adequate clear space from

2 Actual recommended clear space

1 “K” 4 x 0.25 “K” 1.25 “K”

Throughout the system we The recommended clear


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

This measurement has


been divided into quarters
(0.25 “K” ).

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 11


BRANDMARK

1.3 Minimum Sizes

To maintain legibility at all For print, the brandmark 1 Minimum size for print
times, the brandmark has should appear in sizes no
a minimize size in print and smaller than 0.5 inch across
digital uses. the width of the brandmark
for print (1).
On occasion, a version that
is below minimum size For digital use, the 0.5” 0.5”
may be the right choice brandmark appears no
for challenging production smaller than 36 pixels across
processes where we are the width (2). The same
unable to reproduce the guidelines for minimum
standard size version with sizes apply to the business
the desired legibility. Where unit logos.
this is the case, proofing 0.5” 0.5”
stages will help to determine If we try to reproduce the
the most suitable version for symbol or the brandmark
optimal reproduction of the below these recommended
brandmark. sizes, it is difficult to assure
2 Minimum size for digital
quality and legibility.

36 pixels 36 pixels

36 pixels 36 pixels

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 12


BRANDMARK

1.4 Business Unit Logos - Stacked

Setting a standard Two variations illustrate 1 Single line business name


relationship between the the way we standardize
Kaplan brandmark and the the stacked relationship. Height of business name:
business unit name is critical Throughout the system we 0.5 “K”
to creating synergy and use “K” as a key measuring
cohesion across our diverse tool, as defined in the Clear Font: Advert Regular
companies. Space section (see page 28).
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

Adve rt
PANTONE
®

2745

All business names appear All business names are set in


in the Kaplan Core Purple Advert Regular and spaced
for the positive version. using the AV tool to 100
horizontal tracking.
They are white knock-out in
the reversed version.
ON E L I NE BUSINESS NA ME

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 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. 80%
60%
40%
Our core color is Kaplan color options for information
Purple and should always graphics, tables, charts,
appear as an ‘anchor’ graphs and diagrams.
element in all of our PANTONE ®

communications. This builds To maintain a level 2745


consistency and equity. of consistency and
effectiveness, the
The Kaplan logo should percentages illustrated 1 Kaplan Purple 2 Tints of Kaplan Purple
appear in PMS 2745 (1), a should be used.
more production-friendly
purple. The CMYK version * The colors shown
for print and their RGB and throughout these guidelines
Hexidecimal equivalents for may not match the
digital are shown in the color PANTONE® Color Standards.
palette. Please refer to a current
PANTONE® specifier when
Tints of purple 2745 (2) may applying colors.
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 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 When the anchor panel is


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

Ideal border measurement


is 0.25 inches

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 21


ANCHOR PANEL

3.2 Anchor Panel Positions - Bleed

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


anchor panel may be anchor panel at the printer’s,
used for print or digital so that the anchor panel
applications. reaches the edge of the
page exactly.
In the “bleed” version, the
anchor panel extends past You will need to include a
the material’s edge. This is printer’s “bleed” area at the
intentional. It is to allow an edge of the page (usually
application to be physically 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 set in Advert Regular, with
the same 1.25 “K” unit as a horizontal tracking of 100
the spacer around the and a height of 0.75 “K”.
entire logo. They must be center-aligned
with the Kaplan logomark.
The “K” in the unit is always
the same size as the K in Distance from the Kaplan
‘Kaplan’. The small “K” is 25% logomark to the business
smaller. 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 space around the logo is
tool. The “K” used to measure determined by the cap
is equal to the K in the height of the “K” + 0.25 “K”.
Kaplan logotype at the size
you intend.

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


COLOR BRAND COLORS CMYK RGB HTML SPOT

Kaplan Purple 99-100-18-20 36-15-110 #240F6E PMS 2745


The Kaplan color palette is Exceptions can be made REGULAR & DEEP COLORS
for use across all Kaplan when a publication or
businesses. Business units partnership communication Blue Purple 89-64-0-0 0-93-232 #005DE8 PMS 2728 C
should not “own” a color in demands a specific Deep Blue Purple 92-81-0-0 8-46-207 #082ECF PMS Blue 072C
order to differentiate itself color according to their ideal for web
call-outs and
within the Kaplan business particular standards. Blue Green 96-6-6-0 0-164-217 #00A4d9 n/a buttons

ecosystem. 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

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 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 We have a wide range of courses A unique and specialy designed Your happiness is extremely
language schools in 8 English- to help you achieve your goals. You teaching system, K+ maximizes important to us, but don’t just take
speaking countries around the can learn for a few weeks, study learning through technology and our word for it. 95% of students
globe. Each school also offers for a whole year, or take focused innovation. Lessons, textbooks, and who study with Kaplan International
accommodation options and a courses in business English or apps help you learn English quickly English would recommend us to their
selection of courses. exam preparation. and effectively. 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”.

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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.

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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

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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

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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

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BRAND ELEMENTS

7 Imagery

Effective imagery enables our communications


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

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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.

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IMAGERY

7.2 Imagery Guidelines

Integrity is one of the five Always consider the 1 STYLE The Kaplan photography style is light, airy and natural. Our images reflect the real
brand values and must publishing context: how needs and aspirations of our students, teachers, communities, and partners.
be upheld in photography and where the image will
through authentic appear. ‘Slice of life’ photography lets us show natural, unembellished representations
depictions. Choose positive of everyday experiences in Kaplan enivronments throughout the world. Like the
images that look natural – Images should be in sharp experiences we offer, our photographs should be engaging, immersive and inviting.
with real people in credible focus. Images for print
situations, and expressions should be at least 300 Strive to capture real moments that reflect the authenticity of the Kaplan brand.
appropriate to the setting dpi at full size. Images
and activity. Use images for electronic or digital
that are warm, modern, and communications should be
energetic. 72 dpi at full size.

Kaplan leverages Blank spaces in an image


photography as a tool to are useful for layout and
celebrate our diverse and design.
dynamic communities.
Our photography must tell
compelling stories and help
us connect to our audiences
in a powerful, personal way.

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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.

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

Design your website with All proposed website


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

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

 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.

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APPLICATIONS

Exterior Signage - Special Cases,


New Designs and Color

Special Cases New Designs

Where size or landlord There may be instances


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

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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 Transition Strategy

Whether for an acquired or existing business, After the new name has been approved,
all name changes must be approved by the business units must work with the corporate
corporate branding team, led by Kaplan, Inc. branding team to obtain approval on the
Chief Communications Officer Melissa Mack. transition strategy for rebrandings to ensure
Please contact us about the name change the following materials comply with Kaplan’s
before it is finalized to ensure the new name brand and communications guidelines:
aligns with Kaplan’s brand architecture, avoids
conflicts with other divisions, and is clear ›› New logos
and descriptive to the customer. Please allow ›› Templates for marketing materials such
3-4 weeks for our evaluation of the proposed as brochures, email marketing and
name. New names must also be approved by advertising
the Kaplan, Inc. Legal Department, which will ›› Website designs
conduct a legal search to ensure the name ›› Internal and external communications
is not already in use and does not conflict about the rebrand (letters to employees,
with a similar name in the education space. clients, and partners; press releases)
The corporate branding team will help you
coordinate the search with Legal.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 53


Campaigns, Agencies, and Website Domains

NEW CAMPAIGNS AND HIRING OF PUBLIC RELATIONS


MAJOR MARKETING INITIATIVES OR BRANDING AGENCIES

If you are planning a new branding or Businesses must alert the corporate
advertising campaign, or are about to communications and branding team when
launch a major new marketing initiative, hiring outside public relations or branding
please contact the corporate branding team firms to ensure agency recommendations are
early in your development process to make in line with Kaplan’s overall brand strategy.
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.
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

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Brand APPENDIX
GLOSSARY BRAND ARCHITECTURE BRANDING BRANDMARK
(OR LOGO)
CLEAR SPACE

The strategic analysis and The unique identification A simple graphic element The space around the
development of optimal of a product, service or (with or without text) used to brandmark that is kept
relationship structures offer from a company or identify a company. Notable empty to isolate the
among multiple levels business. non-Kaplan examples are the signature and make it easier
of company, brand, and Nike “swoosh” or McDonald’s to see.
feature names. “golden arches.”

COLOR PALETTE CONFIGURATION COPYRIGHT CORPORATE COLOR

The set of approved colors The arrangement of The exclusive legal right PANTONE® purple 2745
to be used throughout graphic elements of a to copy, publish and sell is the primary Kaplan
communications. This Kaplan signature. The size materials. Also, the mark corporate color.
applies to color fields and and position relationships that indicates a work is so
type, not to photographic of the elements within protected.
imagery. an approved signature
configuration are fixed, and
must not be altered.

FONT KAPLAN BUSINESS KAPLAN BRANDMARK KNOCK-OUT


UNITS

A style of typeface. The combination of the The combination of the Terminology indicating
Kaplan corporate brandmark Kaplan logotype and the that a brandmark, logo
and a descriptive name Learning Curve graphic or typography appears
identifying each Kaplan device. white out of a solid, multi-
branded business unit. colored or photographic
background.
LOCK-UP SUPER GRAPHIC

The arrangement of the A phrase that is used to


Kaplan logotype and the describe the use of a brand
Kaplan business unit names. element or graphic device
at a large scale in a dynamic
and powerful way.

Kaplan, Inc. Brand Identity Guidelines, 2018 Version 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