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Key Visual Elements
Lines
Overview
These repeated lines and sequences represent a seamless flow, a straightforward process, as well as a scientific feel to convey that the KLARO brand is one that is expertly curated/designed and trustworthy. It can be used as a storytelling tool to visualize data and communicate information.
By adding these key visual line elements to brand assets, KLARO achieves more depth, flow, and connection, calling back to the overarching LEC brand.
Construction
The lines are an element based on optometry inspired technology, and are represented by a 3D iris, a frame (based on a phoropter/refractor), the ticks on measuring implements.
Types of Lines
The lines should not be spaced too close or too far apart from each other.
The lines should be on the thinner side, and should not be adjusted to be any thicker in stroke weight.
Rotate the 3D iris to frame photographs with bigger subjects, or use it to add an element to an otherwise plain collateral.
Use the frame to enclose text details or to add a border to a collateral (can be applied in quarters).
Use the ticks to connect steps or convey a process.
Misuse
Avoid creating your own line elements and only use what is provided in the brand kit.
Avoid thick lines.
For the line element and background colour combinations, avoid using colours outside of the combinations specified on the right.
Avoid using more than one key visual element all at once in one layout.
Do not distort, stretch, or compress any of the line elements.
Do not add additional effects to any of the line elements.
Sample Application
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