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Kuder Awareness Kit: Brand Guidelines

KUDER BRAND GUIDELINES APRIL 2018

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CONTENTS INTRODUCTION ........................................................................................ 1

LOGOS .............................................................................................................. 2

PRODUCT/SERVICE REFERENCES ................................................. 4

BOILERPLATE CONTENT ...................................................................... 5

COLOR PALETTE ........................................................................................ 7

KUDER BRAND GUIDELINES APRIL 2018

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INTRODUCTION This is a guide to the Kuder brand, including logo usage, colors, product and services terminology, and more.

These guidelines apply to clients, affiliates, and third-party organizations that partner with Kuder in the creation, facilitation, and management of collateral materials bearing the Kuder name, brand, and/or references to Kuder products and services.

When promoting your Kuder-powered system, whether within your organization or via public-facing communications, we ask that you follow the guidelines outlined in this document.

KUDER BRAND GUIDELINES APRIL 2018

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LOGOS We encourage use of our logo when promoting our company and solutions as well as when linking students, adults, parents, and educators to your specific career planning system powered by Kuder, or to any other Kuder system.

CORPORATE LOGO You are welcome to use the following logos, shown below:

1. Standard, full color logo for primary use.

2. Standard, full-color logo “powered by Kuder.”

3. Black logo for use in black-and-white publications.

4. White logo for use on dark backgrounds.

1. 3.

2.

4.

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Space around the logo ensures clarity and maintains integrity of the mark. Every effort should be made to maintain space, but certain circumstances may not allow for the full recommended space.

PRODUCT LOGOS Many Kuder products and services have unique logos. Below are logos for the three main components of the Kuder Career Planning System®:

LOGO FILES Please refer to Kuder Logo Set for logo files.

Kuder’s clients have no ownership and may not change a Kuder logo in any way other than scaling proportionally.

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PRODUCT/SERVICE REFERENCES Most Kuder products, services, and other terms and names have been trademarked. Please reference the list below accordingly.

Utilize the list to determine where to place a registered trademark symbol (®) or trademark symbol (™) (e.g., Kuder Career Planning System®, Direct Your Future™) in the first instance of use of the product, service, or other trademarked name within a document, email, web page, etc.

CORRECT NAMES AND ABBREVIATIONS Below are the correct full and abbreviated names for Kuder products, services, and other commonly used terms in our career planning systems.

Product, Service, and, Other Term Abbreviation

Direct Your Future™ DYF

Kuder Administrative Database Management System® ADMS

Kuder Career Advisor Training® CAT

Kuder Career Interests Assessment® KCIA

Kuder Career Planning System® KCPS

Kuder® Local Needs Assessment™ KLNA

Kuder Galaxy® Galaxy

Kuder Journey® Journey

Kuder Navigator® Navigator

Kuder Skills Confidence Assessment® KSCA

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BOILERPLATE CONTENT Please use the content provided below when describing Kuder and/or the KCPS and its three main components.

KUDER COMPANY DESCRIPTION For over 80 years, Kuder has helped more than 165 million people see what they can be. Kuder’s research-based career assessment, education planning, and guidance resources visualize which industry or career, field of study, or school to pursue next in life. Kuder ensures people of all ages can unlock the power of their own potential and create a bright future. For more information, visit www.kuder.com or call 800.314.8972/+1 515.993.3005.

KUDER VISION AND MISSION STATEMENTS The vision and mission statements reflect Kuder's unique role as both pioneer and innovator in developing solutions that combine career theory with practical, technology-based tools and resources.

Vision To help people discover and achieve what they want to be.

Mission

To be the global authority in career guidance and education by providing evidence-based and proven tools to navigate life's journey. Our resources help to raise aspirations to last a lifetime.

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THE KUDER CAREER PLANNING SYSTEM From pre-kindergarten to higher education, from entering the workforce to mid-career transitions, the Kuder Career Planning System® (KCPS) is here to help people discover new directions and create rewarding plans. Experts have harnessed eight decades of proprietary research and development to create the KCPS, helping millions around the world unleash their potential.

Kuder Galaxy Kuder Galaxy is an online educational career awareness system that helps kids get excited for the future. Accessible in the classroom and at home via computers and tablets, Galaxy gives students a jumpstart on lifelong career development. With Galaxy, students can get excited for future – and have some fun while they’re at it.

Kuder Navigator In 20 minutes or less, students can complete the career assessments within Kuder Navigator and uncover amazing insights into their personal interests, skills, and values. But that’s just the beginning: they’ll also create multi-year education plans, learn real-world skills, and envision their future goals. It’s their world — and we’re here to help them explore it.

Kuder Journey Planning a move, making a change, or recommitting to a chosen field — every career is guaranteed to have transitions. Kuder Journey gives college students and adults a flexible platform to gain insights, then explore an exciting range of career and education options — all directly related to their interests, skills, and work values.

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COLOR PALETTE Kuder’s main branding colors are:

Kuder BLUE Kuder GREEN Kuder ORANGE

PMS: 287 PMS: 376 PMS: 144

Hex: 00539B Hex: 8DC63F Hex: EA8300

RGB: 0/83/155 RGB: 141/198/63 RGB: 234/131/0

CMYK: 100/68/0/12 CMYK: 50/0/100/0 CMYK: 6/57/100/0

Kuder RED Kuder RIVER BLUE Kuder GRAY

PMS: 188 PMS: 549 C PMS: Cool Gray 10

Hex: 76232F Hex: 65A39F Hex: 5F5E5E

RGB: 128/0/32 RGB: 101/163/159 RGB: 95/94/94

CMYK: 0/100/75/50 CMYK: 63/21/39/0 CMYK: 61/54/53/25

Note: Customized career planning systems may feature two additional colors provided by the organization (department of education, school district, etc.).

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Our Vision To help people discover and achieve what they want to be.

Our Mission To be the global authority in career guidance and education by providing

evidence-based and proven tools to navigate life’s journey. Our resources help to raise aspirations to last a lifetime.