Kilgore Services

Brand Guide
Kelsey Kilgore

Kilgore Services
Table of Contents
III. About
IV. Fonts
V. Colors
VI. Logo
VIII. Advertisement
X. Brochure

2 - Brand Identity Guide

Kilgore Services
About Us
Kilgore Services was established by Randy Kilgore in June of 2009.
It is a family-owned, private business located in Huntsville, Texas.
Kilgore Services is a full service construction company proudly
serving Walker and surrounding counties. Whether you need
remodeling done, new construction, construction management or
repair and maintenance, Kilgore Services is qualified to meet your
needs. Although open to any consumer, Kilgore Services targets
families and businesses with members ranging in age from 30-75
who are looking for inexpensive jobs needing to be done by a
professional contractor.
Kilgore Services is ready and willing to do whatever job may need
to be done. With the knowledge behind the scenes, it is able to
assist with decisions and tasks the consumer may be unaware of.
Kilgore Services has chosen to do a rebranding of their entire
company due to the rapid growth and awareness of their to the
public. The company wanted a more modern, easy to recognize
brand that would be more appealing to the eye of the consumer.

Brand Identity Guide - 3

Kilgore Services Fonts

Kilgore Services Colors

R: 251 G: 238 B: 35
C: 4 M: 0 Y: 93 K: 0

Legend m54

Logo

Bookman Old Style

Headlines

Gill Sans

Body

Kilgore Services knows the importance of fonts, and making sure their
products are easy to read and comprehend. These specific fonts were
chosen to make the consumer eye easily glide across the page while
retrieving the needed information. The three work together to bring the
Kilgore Services brand together with the simple formation of words that
blend well as a whole.
Legend M54 was chosen for the main logo. This is a serif font that is
bold and heavy, causing it to stand out to consumers. Being a sans serif,
Bookman Old Style was chosen for headlines. This font is nice, slim and
clean that stands out well for main ideas to get the consumers attention.
For main bodies of writing and the font that will be used the most, Bangla
MN was chosen. Not long after this was decided, Kilgore Services decided
to switch to Gill Sans due to the font being easier to read. This serif font
is easier on older eyes. It is a light, spaced out font that still stands out.

4 - Brand Identity Guide

primary
R: 175 G: 31 B: 22
C: 0 M: 96 Y: 100 K: 31

R: 4 G: 39 B: 103
C: 100 M: 84 Y: 0 K: 44

secondary

R: 83 G: 40 B: 0
C: 0 M: 55 Y: 100 K: 81

R: 0 G: 77 B: 68
C: 100 M: 0 Y: 53 K: 69

The colors for Kilgore Services are an incredibly important part of our brand.
By choosing a darker shade of each color, its easy on the eyes of the consumers
ranging in age from 30-75, and doesnt have a tendency to jump out and attack our
customers.
Red, being the main color, was chosen because it shows that we are compassionate
about our business. Not only do we work in a fast-paced, high-energy environment,
but also were excited about it. Navy blue creates a calm, reliable feeling for the
consumer. This color makes it aware to the public that we are a trustworthy,
dependable company and we are committed to the satisfaction of our customers.
Yellow was chosen specifically for the companys CAUTION tape accents. Not
only is this a bright color that stands out and radiates feelings of happiness, but it
also reminds the consumer of a construction site. Brown is a color that lets our
consumer know we are rooted and protective. This means, if we do a job you dont
like, well do whatever needs to be done to fix it. We also protect you in a way that
you dont have to worry about your expenses and where they might be going. The
forest green is color that represents our connection to nature. Were always sure
to recycle unused materials, and were conscious about our machines along with
their use of gas.
Brand Identity Guide - 5

Logo

Kilgore Services Logo

and Logotype
Although there are multiple colors associated with
Kilgore Services, red and navy were chosen strictly for the logo
and logotype. As a company, it is important to have consistency.
Kilgore Services believes consumers will be able to quickly recognize and remember the logo if there is only one with nothing extra. The goal for the logo and logotype is bold yet simple.
The logo, based off of the letter K, is in the shape of a wrench.
Not only does this represent the construction aspect of Kilgore
Services, but also the fact that the
employees are incredibly hands-on and still participate in manual
labor. With todays technology, its easy to
program a machine to do your work for you. Kilgore
Services doesnt believe in handouts, and they take pride in what
they have built with their own two hands.

Logotype

The logotype fits the company goal perfectly. Red catches the eye
and stirs up emotion, which is why that color was chosen for the
main color. As stated on the fonts page, Legend M54 is used for
both the logo and the logotype.

Combination #1
6 - Brand Identity Guide

Combining the two gives a memorable word mark. When coming

across a wrench with the word services to the right, most consumers would put them together to realize Kilgore Services is a
construction company.

Brand Identity Guide - 7

Kilgore Services
Advertisement
For this advertisement, Kilgore Services used an illustrated
layout. By using pictures, it is easier to show the consumer
the work that has been done rather than tell them. The advertisement is set up in a Z format, so the reader ends at
what is most important: Kilgore Services logo.
Not only will this advertisement be easy on the eyes, it is
able to get the point across quickly. The headline, in red, will
grab the attention of the consumer, along with the bright
yellow caution tape. Having the contact information at the
bottom is the best way to make sure that is the last thing
the reader remembers as they leave the advertisement.
This advertisement could be placed in many different places.
Any hometown magazine could include it, or even a program for the high school football team. Parents are always
under the impression that they are obligated to purchase a
program, so the Kilgore Services advertisement could reach
the targeted audience.

8 - Brand Identity Guide

Brand Identity Guide - 9

 Remodeling
Construction
Management

New
Construction

The road to
success is
always under
construction.

1003 Avenue B
Huntsville, TX 77320
kilgoreconstructionservices.net
(281) 330-8004

CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTIO

Repair &
Maintenance

Kilgore Services
is a full service
construction
company proudly
serving Walker and
surrounding counties.

CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTION CAUTIO

Brand Identity Guide - 11

10 - Brand Identity Guide

Kilgore Services
Brochure
As previously stated, Kilgore Services is a huge fan of
consistency. With that being said, why the brochure
resembles the advertisement is understood. Not only is this
brochure easy to read, it is plain and simple while still getting
the point across.
Kilgore Services believes less is more. While the target
audience is still business owners and family members with
ages ranging from 30-75, this brochure doesnt have too
much going on to distract them. Consumers can flip through
the brochure quickly without getting frustrated because of
content overload.
Using a sharp, clean design, this brochure would be
categorized as a point of sale. Kilgore Services believes it
is better to show skills rather than talk about them, and this
brochure does exactly that. With the contact information
on the back of brochure, Kilgore Services is easy to get in
touch with.
12 - Brand Identity Guide