Attention Kmart Shopper YOUR BRAND STYLE...

is here

Attention Kmart ShoppersYOUR BRAND STYLE GUIDE

Version 2.0 | September 30, 2015

TABLE OF CONTENTS You can skip to the good parts, but this is best enjoyed from start to finish.

Intro ..................................................................3

Our Logo ........................................................11

Color Palette ...................................................17

Typography .....................................................21

Our Pattern .....................................................28

Our Voice ........................................................34

Imagery ...........................................................39

Examples ........................................................48

Bluelight ..........................................................59

Special Extras .................................................63

Contact ...........................................................67

TABLE OF CONTENTS You can skip to the good parts, but this is best enjoyed from start to finish.

intro

A super-fun place to SHOP FORTHRILLING DEALS AND AMAZING FINDS WITH THE MOST happy and helpfulpeople making it happen

KMART IS

EVERY DAY!3style guide

4style guide

intro

KMART IS that eternally optimistic, bright, fun friend THAT YOU CAN ALWAYS RELY ON.We don’t take ourselves seriously, BUT WE TAKE WHAT WE DO SERIOUSLY!We work hard and have a blast doing it!

STYLESBrag Worthy

Finds

SAVINGSDeals that

Thrill

SELECTIONA Shopper’s Playground

SIMPLICITYHonest &

Direct

SMILESOf Course We Can!

WHAT DO WE STAND FOR?

5style guide

intro

SERVICEWhatever

it Takes

intro

OUR PERSONALITY ARCHETYPES

This speaks to our emotional need to kick back, have fun and enjoy the moment. Playful and spontaneous, this personality type believes it’s not really work if you enjoy it. Jester Archetypes remind us to lighten up and live life to the fullest. Jesters speak in present tense and are often funny. They enjoy bright colors, playful typography and outrageous imagery.

Caregivers give care unselfishly, compassionately and generously. They are supportive, understanding, empathetic, encouraging and optimistic. People are drawn to them for their innate altruistic qualities including dedication and patience. Caregivers believe in the importance of paying it forward.

CaregiverJester

6style guide

MEET OUR CUSTOMER Saraintro

This member paints the canvas of life with family, fun and experiences. If it doesn’t bring joy, it’s

not worth doing. Open and influential, when this member leads the way, others follow.

1.FashionFORWARD

2.ON TOP OFlatest trends

3.LOVES THEthrill-of-the-hunt

4.Shopping is aFAMILY EVENT

5.WANTS TO FEELwelcome

6.Likes thingsORGANIZED

7.WANTS IT TO BEaspirational

8.Social mediaBUTTERFLY

9.IS AN ONLINEinfluencer

10. FamilyCOMES FIRST

7style guide

Smart, savvy andSPONTANEOUS

intro

ALL ABOUT Sara

8style guide

32 [15% 26-35 yrs. old]

[81% Female]

[31% College grads]MARRIED

WITH KIDS[4 yr. old] [baby on the way]

SUBURBANITE WITH 55k INCOME

She’s a SOCIAL BUTTERFLY

Her ONLINE Faves She Loves to GO TOLOOK clean, bright and colorful

FEEL warm, inviting, exciting

PLAY engaging and touch-friendly

CATEGORIES baby apparel and toys

trendy beauty products and home décor items

accessories: scarves, belts, earrings, necklaces

basic home needs:paper towels, toilet paper, cleaning supplies

She’s PLUGGED IN She’s a DEAL HUNTER

Her Ideal SHOPPING TRIP

COLLEGE GRADFEMALE

9style guide

MEET OUR CUSTOMER Mimiintro

Busy, balancing and on a budget. This member looks for ways to streamline and squeeze more moments out of every free minute. Shopping is another task on the chore list, so the experience better be efficient and affordable.

1.ALWAYSon-the-go

2.TimeCONSCIOUS

3.TECH SAVVY+ active user

4.StraightforwardPRICING

5.SHE KEEPS TOa budget

6.SmartSHOPPER

7.CLEAN & ORGANIZEDexperience

8.Sticks toHER LIST

9.BALANCES HERwork & life

10.MaximizesFAMILY TIME

9style guide

Make itEASY FOR MIMI

10style guide

intro

ALL ABOUT Mimi

10style guide

40COLLEGE GRAD

[20% 36-45 yrs. old]

[74% Female]

[37% College grads]MARRIED

WITH KIDS[1 yr. old] [7 yr. old]

SUBURBANITE WITH 74k INCOME

She’s a DIGITAL CONNECTOR

Her ONLINE Faves She Loves to GO TOLOOK clean, organized,

well-stocked, clear pricing

FEEL modern, efficient, easy-in/easy-out

EFFORT easy online/app review of deals + coupons + loyalty program

CATEGORIES kids’ apparel, shoes, toys(when it’s a great deal)

health & beauty:hair & bath products, personal care, makeup basics, toothpaste

trendy & inexpensive home décor items

grocery and basics:paper towels, toilet paper, diapers/pull-ups

She’s PLUGGED IN She’s a DEAL HUNTER

Her Ideal SHOPPING TRIP

FEMALE

OUR LOGORespect the K

Our LogoKmart’s long and proud history is encapsulated by one letter – the big K – our logo. It’s an immediately recognized American icon. Because of all the value it holds, we’re going back to our roots and rallying around it. So guard it. Protect it. Don’t mess with it.

13style guide

Alternate LogoUse the Alternate Logo when the primary is incompatible.

Secondary LogoUse the Secondary Logo for space constraints.

Primary Logo

our logo

WE DO

We protect the Kmart logo because it represents who we are. It is important to adhere to the spacing, sizing and color instructions you will find on the following pages. When using our logo on a red

background, the red box becomes the larger background and the K logo remains in white.

14style guide

our logo

Clear SpaceThe area around the signature should be free of competing visual elements.

Minimum SizeTo ensure legibility and detail, our logo should appear no smaller than the measurements indicated below.

Clear space is equivalent to the height of “k” in the word “kmart.”

Clear space is equivalent to half the square height of “k” in the word “kmart.”

clear space

clear space

Minimum size: 3/8" in height Minimum size: 1/8" in height

Logo ColorWhen printing in one, two or four colors, reproduce our logo only in Pantone Kmart Red. The black should be used only when color printing is unavailable. The white, only when needed.

clear space3/8" 1/8"3/8"

15style guide

our logo

WE DON’T

To preserve the integrity of the Kmart logo, we never alter the approved configurations or deviate from our logo color guidelines.

Never use the Kmart logo in the possessive form.

Registered trademarks are not included with the Kmart logo.

Do Not combine the iconic K with kmart lower case logo version

The same rules apply to both the alternate and secondary logos. Existing store signage is the only exclusion to these rules.

Do Not tilt or angle our logo in any way

Do Not use the old logo with the “mart” script inside the K

Do Not use our logo without “kmart” underneath the K

Do Not change our logo colors

Do Not use our logo against a pattern

Do Not place our logo over a complex photographic background

Do Not put a photo or graphic inside our logo

Do Not change the color of the red box in the logo

Do Not use the alternate logo on anything but a white background

Do Not place a stroke or add a drop shadow to the logo

Do Not distort our logo in any way

16style guide

our logo

CO-BRANDED SHOP YOUR WAY® LOCKUPS

Co-Branded Logo Lockups

Co-Branded Footer Lockups

A SHOP YOUR WAY® PARTNER

more @ kmart.com

COLOR PALETTESpoiler alert – there’s red!

Color PaletteTaking inspiration from our American heritage, we created a primary palette of colors with a contemporary twist. We love red so much, we've made our own exclusive Kmart Red. As we continue to stake our claim on this red, we get a little help from blue – our very own Bluelight Blue! We've also built an extended palette for seasonal campaigns. Just remember, other colors may come and go, but Kmart Red will always be the one.

19style guide

PANTONE431

BRAND COLORS

Primary PaletteOur primary palette is Kmart Red, Bluelight Blue, Black, Cool Gray 8 and Pantone 431. When choosing colors, always begin with these five options. The dominant color should always be red with blue as an accent. Reserve Black, Cool Gray 8 and Pantone 431 for text primarily.

Secondary PaletteOur secondary palette is here to add a little color and unexpected pop when needed. Pantone 144 and 375 can be used to complement the Primary Palette. Pantone Process Yellow is for Clearance only. See the Clearance section in this document and the Clearance Style Guide for more information.

BLACK

Primary Palette

CMYK 0/100/74/0

RGB 214/14/50

HEX D60E32

FOR TEXT: CMYK 0/0/0/100

FOR ART: CMYK 30/20/20/100

RGB 9/10/15

HEX 090A0F


FOR ART: CMYK 23/16/13/36

RGB 136/139/141

HEX 888B8D

CMYK 100/35/0/0

RGB 0/121/203

HEX 0079CB

Secondary Palette

CMYK 0/51/100/0

RGB 247/145/29

HEX F7911D

PANTONEKMART RED*

PANTONEBLUELIGHT BLUE*

PANTONE144

color palette

CLEARANCE ONLY

CMYK 0/0/100/0

RGB 255/242/0

HEX FFF200


FOR ART: CMYK 65/51/45/16

RGB 95/105/113

HEX 5F6971

PANTONEPROCESS YELLOW

Supporting NeutralsPart of the primary palette, the supporting neutrals are used primarily for text.

PANTONECOOL GRAY 8

CMYK 46/0/90/0

RGB 151/215/0

HEX 97D700

PANTONE375

20style guide

PANTONE306

PANTONE2945

PANTONE655

PANTONE7481

PANTONE368

CMYK 90/0/98/0 RGB 0/184/79 HEX 00B84F

PANTONE1665

PANTONE185

PANTONE1945

PANTONE219

EXTENDED COLOR PALETTE

Our extended color palette is all about the fun! But let’s not overdo it. Use these colors sparingly – no more than two at any time – to complement the Kmart Red and Bluelight Blue. ALWAYS maintain that hierarchy.

Seasonal style guides will still be issued and contain their own color palettes. Those palettes will be derived from what is shown here. Always adhere to the seasonal style guide before going to the extended palette.

color palette

CMYK 82/97/0/0 RGB 87/51/147 HEX 573393

CMYK 47/100/20/5 RGB 150/0/116 HEX 960074

CMYK 6/86/100/1 RGB 226/73/17 HEX E24911

CMYK 5/100/9/0 RGB 218/24/132 HEX DA1884

CMYK 24/100/69/14 RGB 170/17/63 HEX AA113F

CMYK 3/100/100/0 RGB 230/30/38 HEX E61E26

PANTONE2415

PANTONE267

PANTONE396

CMYK 0/22/100/0 RGB 255/199/0 HEX FFC700

CMYK 18/0/100/0 RGB 223/223/0 HEX DFDF00

CMYK 65/0/100/0 RGB 97/187/70 HEX 61BB46

CMYK 100/89/37/43 RGB 0/32/78 HEX 00204E

PANTONE7548

CMYK 75/0/5/0 RGB 0/188/231 HEX 00BCE7

CMYK 100/70/17/3 RGB 0/83/159 HEX 00539F

TYPOGRAPHYFont geeks rejoice!

ATTENTIONKmart shoppersDEALSthat thrillSMILES

of course we canSIMPLICITY

HONESTAND DIRECT

savingsSTYLESSELECTION&shopper’sPLAYGROUND

STYLESWHATEVERit takesSERVICEBLUELIGHTshoppingIS FUNagainATTENTIONKMARTshopper’ssmiles

selectionSTYLES

whatever it takesSAVINGSstyles

TypographyWe’re introducing our very own, customized, proprietary font – Kmart Script. We’ve paired it with Mission Gothic, and that’s what really brings the Kmart personality together. Our fun messaging appears in the nostalgic, script font and works well with a bold statement in Mission Gothic. Helvetica is and always will be our friend, especially when we’ve got a lot to say in long-running text.

Mission Gothic BoldOne of our go-to typefaces for headlines, subheads and callouts. When used in a headline, keep it all caps.

typography

Mission Gothic BlackA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =

Mission Gothic BlackMission Gothic Black is our preferred typeface for headlines – either alone or paired with Kmart Script when appropriate. Just like Bold, when it’s in a headline, keep it all caps.

Kmart Script BoldOur signature typeface is to be used for headlines only. Use either alone or paired with Mission Gothic Black. If there’s fun in the headline, it’s got to be Kmart Script.

23style guide

Kmart Script BoldA B C D E F G H I J KL M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =Alternate Glyph Characters:

A H M N a b c d e f g h i j k l m n o p q r s t u v w x y z

Mission Gothic BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =

Helvetica Neue BoldAnother familiar typeface. Helvetica Neue Bold can emphasize info within body copy, callouts or copy blocks in circular.

Helvetica Neue Bold CondensedHelvetica Neue Bold Condensed is used for traffic-size price points only.

Helvetica Neue RomanNeither gone nor forgotten, Helvetica Neue Roman is still our typeface for all body copy.

Helvetica Neue Roman

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =

typography

Helvetica Neue Bold CondensedA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =

24style guide

Helvetica Neue BoldA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) - + =

25style guide

typography

HEADLINE GUIDELINES

The options are endless! Use a combination of Mission Gothic Black or Bold, all caps and Kmart Script Bold to create the perfect balance. Remember to use Script to emphasize the fun! But be careful not to use it too much where it can be difficult to read.

Double Line Using Kmart Script for First Line

READY. SET. GO SAVE!

Double Line Using Mission Gothic Only

SPENDING LESS ISWay More FunDouble Line Using Mission Gothic for First Line

Shop Fun. SAVE SERIOUS.Single Line Using Kmart Script and Mission Gothic

DEALS THAT THRILLSingle Line Using Mission Gothic Only

All SMALL APPLIANCESON SALE

Kmart Script and Mission Gothic Side by Side

Exercise Your Right to Save!Single Line Using Kmart Script Only

What You WantFOR LESS!

Shop SmartSAVE BIG

26style guide

PROMOTIONAL EXAMPLES

Pricing should be red, blue or black unless otherwise dictated by a seasonal style guide. For circular, see the full Circular Style Guide on the DAM.

typography

Features

STARTING AT

$20BUY ONE

GET ONE AT

50%OFF

$20SALE

LORUM IPSUM DOLAR

BUY ONE GET ONE

FREE50%

OFF

LORUM IPSUM DOLAR

BUY ONE GET ONE AT

$200SALE

Bubbles Copy Block

LEADIN COPY

19 99each

SALE Product description Body copy to come. Reg. 24.99. 12345678 Liner copy to come, sale 00.99 twin, reg. 00.99. Disclaimer copy goes here.

BUY ONE GET ONE AT

50%off

Product description Body copy to come. Reg. 24.99. 12345678 Liner copy to come, sale 00.99 twin, reg. 00.99. Disclaimer copy goes here.

27style guide

DROP SHADOWS

typography

Proper UsageOnly white type can be placed over an image. If readability is an issue, a drop shadow may be applied.

Improper UsageNever use a type other than white over an image. Drop shadows should not be used unless needed to improve readability. Never apply a drop shadow on type that overlays a solid color background.

FREE TOYGood boy!

SEE REVERSE FOR DETAILS

FREE TOYGood boy!

SEE REVERSE FOR DETAILS

AttentionKmart

Shoppers

OUR PATTERNHappy! Happy! Joy! Joy!

Our PatternThis is the expression of joy within the Kmart personality. The pattern is colorful, fun and energetic – just like us. Use it as a stripe, border or exclamation point. Don’t wear it out.

30style guide

BURST GRAPHIC

The burst graphic is to be used when communicating expressions of joy and fun within the Kmart brand. This graphic is powerful and should be used sparingly. It should never overwhelm. Limit its use to only one bar, border or exclamation point at a time.

We use the graphic for... Freebie Saturdays Internal communication pieces Brag-Worthy Finds

We don’t use the graphic for... Clearance Regular Sales Every single page of the circular Bluelight All things willy-nilly

Never use the graphic as a full pattern without the red interior.

our pattern

Full Burst Graphic Burst Bars

The bars can be used both horizontally and vertically.

Example of Improper Pattern Usage

ShoppingIS FUN

Again

31style guide

EXAMPLES OF PATTERN USAGE

our pattern

Hiring Flyer

POPCORN

NO PRESERVATIVES

NET WT. 1.5 OZ (42g)

CHEESE

Orange fingers–just part of the fun!

Freebie Saturday Popcorn Bag

EEO EmployerKSN #

32style guide

BORDER

The border pattern may only be used with red, black or white interiors. Only use white type over red and black interiors.

our pattern

Example with Type

AttentionKmart

Shoppers

33style guide

EXCLAMATION POINT

The exclamation point is used for statements and experiences that convey excitement, joy and our fun personality. The exclamation point should always be oversized, and type needs to be adjusted around it. Like the pattern, do not overuse the exclamation point.

our pattern

Example

front back

OUR VOICEWe’re singing to a brand new groove!

Our VoiceWe’re your fun friend that you can always rely on, and our glass is ALWAYS half full. Our voice is conversational and helpful, but never preachy. We know our members, and we use witty language that they understand. We never sound like a corporation. We always strive for personal connection, and if we can get a giggle out of you along the way – that’s even better!

our voice

We DoSound conversationalHave a lot of energyUse clever wordsConvey humor and funHave a light-hearted toneSpeak honestly and directlyTake what we do seriouslyCelebrate the “K”

WE DON’TSOUND CORPORATE

EVER FALL FLAT

CONDESCEND OR PATRONIZE

OFFEND YOUR GRANDMOTHER

SOUND HEAVY-HANDED

USE CONFUSING TERMS OR JARGON

TAKE OURSELVES SERIOUSLY

REPLACE “C” WITH “K” IN ANY WORDS

36style guide

37style guide

EXAMPLESour voice

Attention Kmart Shoppers

WE’VE SOLD OVER 300 MILLION DIAPERS. Holy crap!AND 114 MILLION ROLLS OF TOILET PAPER. Insert your own joke here.

STOP, SHOP & ROLL!SHOP SMART. Save big.READY. SET. Play!

38style guide

EXAMPLESour voice

Add a Dash OF SAVINGS

SHOP, SHARE, SAVE!SPENDING LESS IS Way More FunPILE UP THE CART. Smile at the checkout.

WE’VE SERVED OVER 2 BILLION SHOP YOUR WAY® MEMBERS INTHE LAST 5 YEARS? Good thing we didn’t give out free donuts.Life is Ridiculously Awesome

IMAGERYWe look good.

I mean, really good.

ImageryOur photography is always fun and spontaneous. Never posed, it always looks caught in the moment so it’s real and authentic. Subjects reflect our member base of all shapes, sizes and colors. Our happy, joyful brand personality is not stiff or artificial. Images always have energy and personality that's revealed through interesting and quirky touches.

Brand Images

imagery

41style guide

Brand images are for general Kmart branding and messaging. These images are shot in real environments and have an authentic, caught-in-the-moment feel. Interesting cropping is encouraged. Ultimately, product should always be the hero because, well, that’s what we sell. Be sure to always express the joy, fun and diversity of our Kmart family and members.

imagery

42style guide

Clothing Whether shot in studio or on location, images are clean and bright. Models interact with each other, expressing fun. Laydowns are styled soft and loose for an approachable and authentic feel.

imagery

Home Just like in our own day-to-day lives, soft and hard home products need to be shot with a natural feel. Soft products are arranged loosely, but not messy. Hard products feel more dynamic through positioning and lower camera angles.

43style guide

imagery

Grocery Everyday products are a part of many beautiful and fun moments in our lives. Let’s treat them like that in our photography. Create emphasis with low or overhead angles, and use interesting arrangements to tell an in-use story. Items look realistic, have energy and an element of surprise when used as a hero.

44style guide

45style guide

imagery

45style guide

Pets They’re part of the family, so let’s treat them as such in our photography. We capture our furry best friends in all their joyful, friendly and adorable moments.

46style guide19 K1216LT286275_1919 K1216LT286275_19

SALE

$5SPENDING LESS IS WAY

woof!see page XX

Product description Body copy to come. Reg. 00.99.

00 99SALE Product description Body copy to come. Reg. 24.99. 12345678



SALE $3

SALE $12

YOUR CHOICE

$4SALE Product description Body copy to come. Reg. 00.99.





SALE

$9Product description Body copy to come. Reg. 00.99.


KMART CROSS MERCH - SPREAD 1

imagery

46style guide

Cross-MerchandisingMembers are not living their lives one aisle at a time. Don’t think single product category. Think all picnic essentials down to the blanket and the sunnies. Think about the complete outfit down to bags, shoes and jewelry. Let’s tell stories that integrate the way members live with the way they shop.

47style guide

imagery

47style guide

Handbags serve many purposes. Sometimes they can even be pretty cozy.

She’s enjoying the moment, like anyone else. But you’re curious what that tat says, aren’t you?

You pick up all the toys when company comes over. But not when it’s your bestie.

It’s a typical morning at a member’s desk. Sunglasses, a cappuccino and a riveting book on – wait, whaa?!

A lot of important stuff happens in the kitchen. And that’s why it should always have character – from a million pieces of artwork on the fridge to the most interesting of keyholders.

It was supposed to be an uneventful road trip, but...

Our Personality We express our personality through propping and unexpected touches. These little elements of surprise bring out the fun without taking away from product. Just like the members who shop at Kmart, everyone is different. Let’s celebrate the unconventional!

EXAMPLESWe love it when a

plan comes together!

We’ve got a brand new groove!

ExamplesHere’s where you can find all the elements we’ve introduced applied in various channels. From digital to print, we’ve got you covered in the following pages.

50style guide

MOBILE

examples

App Icon

Mobile with Nonseasonal Feature Mobile with Seasonal Feature

51style guide

KMART.COM

Website with Nonseasonal Feature

Website with Seasonal Feature

examples

52style guide

EMAIL

Email with Nonseasonal Feature

Email with Seasonal Feature

examples

53style guide

BANNER ADS

Banner Ads with Nonseasonal Feature

Banner Ads with Seasonal Feature

examples

54style guide

SOCIAL MEDIA

Social Media Posts with Nonseasonal Feature Social Media Post with Seasonal Feature

examples

55style guide

NONSEASONAL SIGNAGE

examples

Brand Statement Endcap

Layaway App Endcap

Coupon App Endcap

Ship Free Message Endcap Option 1

Ship Free Message Endcap Option 2

Sale Endcap

SALE

SALE

SALE

SALE

SALE

SALE

56style guide

CIRCULAR

Front Covers

up to $2 with a purchase of $25 or more on grocery, per customer per day.

THIS WEEK ONLY!

MANUFACTURERDOUBLECOUPONS

M E M B E R S * G E T

$22.99 price -$1.00 mfr. coupon in

most Sunday papers - 1.00 double coupon with

$XX purchase

FINAL PRICE WITH COUPONS

$1000

Product description

STOP. SHOP. Roll with it!$5

SALE


3 99each

SALE Item here Body copy to come. Reg. 24.99.

3 99each


5 99each


2 99each


SALE


LOR

EM IP

SU

M

up to $2 with a purchase of $25 or more on grocery,

per customer per day.

THIS WEEK ONLY!

MANUFACTURERDOUBLECOUPONS

M E M B E R S* G E T

$22.99 price -$1.00 mfr. coupon in

most Sunday papers

- 1.00 double coupon with $10 purchase


$1000

Product description $22.99 price -$1.00 mfr. coupon in

most Sunday papers

- 1.00 double coupon with $XX purchase


$1000

Product description

$5SALE


12 99each

SALE Product description Body copy to come. Reg. 24.99.

10 99each


15 99each


$10SALE


What You WantFOR LESS!

LOR

EM IP

SU

M

Back Covers

3 99each


2 99each


5 99each


11 99each


Shop Fun. SAVE SERIOUS.$3

SALE


10 99each

SALE Item description Body copy here. Reg. 24.99.

3 99each


2 99each


5 99each


3 99each


2 99each


10 99each


3 99each


2 99each


5 99each


3 99each


2 99each


10 99each

SALE Item description Body copy here. Reg. 24.99. 3 99

eachSALE Item description Body copy here. Reg. 24.99.

2 99each


5 99each



2 99each


10 99each



2 99each


5 99each



2 99each


10 99each



2 99each


5 99each



2 99each


DEALS THAT THRILL88¢SALE


2 99 SALE Item description Body copy here. Reg. 24.99. 2 99 SALE Item description Body copy here. Reg. 24.99.

Inside Spreads

19 K1216LT286275_1919 K1216LT286275_19

clean up! 00 99

SALE Product description Body copy to come. Reg. 24.99. 12345678








SALE

$49See more patterns and colors at kmart.comProduct description Body copy to come.

Reg. 00.99.



SMALL APPLIANCESON SALE





YOUR CHOICE


YOUR CHOICE

$12SALE Proctor Silex 12-cup coffeemaker

2-slice toaster can opener

Reg. 14.99–16.99. 06443600, 07720201, 04988166, 07186407

19 K1216LT286275_19

19 K1216LT286275_19

SALE

$5SPENDING LESS IS WAY

woof!see page XX


00 99SALE Product description Body copy

to come. Reg. 24.99. 12345678



SALE

$3

SALE

$12

YOUR CHOICE





to come. Reg. 24.99. 12345678


to come. Reg. 24.99. 12345678

SALE



to come. Reg. 24.99. 12345678

examples

57style guide

SAVINGS GUIDE PASSOUT

1 K0929IP754220_011 K1103IP777139_01

$18999

SALE Seiki 32" class LED HDTV 31.5" measured diagonally. Reg. 199.99 7970824/SE32HY2-yr. Replacement Plan, 32.99.

32"

LED

save $10$4999SALE Nakamichi 90-watt Bluetooth soundbar 4139625/NK1B

save $10$6999SALE Samsung Smart Blu-ray player 6646840/BD-J5100

save $5$2499SALE Curtis DVD player 3004019/DVD1041

20"

LED$9999

SALE Seiki 20" class LED HDTV 19.5" measured diagonally. Reg. 109.99 7970825/SE20HY2-yr. Replacement Plan, 13.99.

$23999

SALE Seiki 39" class LED HDTV 38.5" measured diagonally. Reg. 249.99 7133347/SE39HC2-yr. Extended Service Plan, 29.99.

39"

LED

save $5$1499SALE Vivitar rugged Bluetooth speaker Reg. 19.99 8465061/8465062

save 20%$1599

- $1999iLive glowing cable in-ear and on-ear headphones Reg. 19.99–24.99 7499420/7499421/7499422/7499423

This Month’s SAVINGS GUIDESALE ENDS DECEMBER 2

TECH GIFTS are super!

1 K0929IP754220_01

1199 each

SALE Superhero

12" figuresReg. 12.99–14.99

5443423, 5709937,

6081764, 5448395

1299

Avengers boys’

fashion tees

1 K0929IP754220_01

Toy assortment may vary by store.

3299 twin

Avengers comforter

More character bedding and

accessories available.

new!

This Month’s

SAVINGS GUIDESALE ENDS NOVEMBER 2

examples

58style guide

END FRAME

The Kmart logo slowly appears into the frame while background image fades away into black or red. This all happens in a matter of seconds to create a mesmerizing finish.


more @ kmart.com


more @ kmart.com

Red Frame 1

Black Frame 1

Red Frame 2

Black Frame 2

Red Frame 3

Black Frame 3


more @ kmart.com


more @ kmart.com


more @ kmart.com


more @ kmart.com

examples

BLUELIGHTIt’s back. Seriously back!

BluelightGetting back to our roots means embracing one of the most widely recognized and historic Kmart promotions, the Bluelight Special. Ask around! You’ll find a lot of people have stories about Bluelight that go back to when they were small. We’re going to build on those powerful memories by bringing it back and making it a really big deal!

61style guide

BLUELIGHT

See Bluelight Style Guide for full usage guidelines.

bluelight

Do Not use any version of “Mr. Bluelight”

Don’ts

Horizontal Logo with SpectrumHorizontal Logo with spectrumLOCKUPS

The horizontal treatment is how we roll – with or without the spectrum. But we know space gets tight from time to time, so that’s why we’ve provided these stacked treatments.

Horizontal Logo without spectrum

Stacked Logo with spectrum Stacked Logo without spectrum

2style guide

Stacked Logo with Spectrum

Horizontal Logo with spectrumLOCKUPS




2style guide

Horizontal Logo without SpectrumHorizontal Logo with spectrumLOCKUPS




2style guide

Stacked Logo without Spectrum

Horizontal Logo with spectrumLOCKUPS




2style guide

Do Not use previous versions of the Bluelight logo

BLUELIGHT THEME

PG 22014 Bluelight Member Special STYLE GUIDE

4 Color Lockup 1 Color Lockup

Do Not use Bluelight as two words

BLUELIGHT THEME

PG 22014 Bluelight Member Special STYLE GUIDE

4 Color Lockup 1 Color Lockup

Blue Light

Additional LockupHorizontal Logo with spectrumLOCKUPS




2style guide

are back!

62style guide

BLUELIGHT

bluelight

Social Media

SignagePrimary Color Palette

PANTONE306

PANTONE2945

CMYK 100/70/17/3

RGB 0/83/159

HEX 00539F

CMYK 100/35/0/0

RGB 0/131/202

HEX 0083CA

CMYK 70/0/5/0

RGB 0/188/231

HEX 00BCE7

PANTONEBLUELIGHT BLUE*

Exterior Banner

Tier Sign with Topper and Floor Decal

Bluelight Fixture

Every single store. Every single day.

BLUELIGHT SPECIALS

Social executions feature our Bluelight Shopper. Her high resolution image is available on the DAM. Its use is encouraged.

SPECIAL EXTRAS

Promos, sales and other stuff.

Special ExtrasHere’s a glimpse of all the elements we’ve introduced applied to special programs, promotional pieces and – always a favorite – SALES!

65style guide

CLEARANCE

These are examples of both clearance events and in-store signage. See the full Clearance Style Guide for complete usage guidelines.

special extras

CLEARANCE75%

OFF

itemsthroughoutthe storeUP

TO

CLEARANCESpending Less is More Fun

CLEARANCEShop Fun SAVE SERIOUS!

0 XX0000XX00000_00-00

Clearance

75%OFF

items throughout the store

upto

Shop FunSAVE SERIOUS!

Clearance Event

In-Store Signage

66style guide

FREEBIE SATURDAY

FREEBIESaturday

In-Store Lock-Up Concept

Event Call-Out

Save the date!

30x30 3-tier mall entrance

350-044375V-110/11/15-LIBRARYTOP TIER

Saturday only, while supplies last. Limit 1 per customer. No purchase necessary. See associate for details.

Woo-hoo!YOU DESERVEA TREAT

350-044375V-210/11/15-LIBRARYMIDDLE TIER

Stay in the knowDOWNLOADTHE KMART APP

350-044375V-310/11/15-LIBRARYBOTTOM TIER

Freebie Saturday Signage

RidiculouslyI’M

AWESOME!

FREEBIESaturday

special extras

FREEBIE Saturday

FREECOTTON CANDY

OCTOBER 18THKids 12 and under.

See stores for details

Associate Buttons

Stickers

Kmart Format Content/Creative Team:

Sarah Ahmad Acting Creative Director [email protected]

Lisa Pires Sr. Marketing Graphic Designer [email protected]

Jennifer Bafaro Graphic Designer [email protected]

CONTACT Who ya gonna call?

Attention Kmart Shopper YOUR BRAND STYLE...

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