Logo Compliance NKBA Members now have access to the new logos at www.nkba.org in the revamped Member Tools section. Multiple versions of the logo—including in color and black & white, low-resolution and high-resolution suitable for print and on-line—are be available. The launch of the new logo will be accompanied by an on-line description and downloadable NKBA Brand Standards Manual that explains the various uses of the NKBA brand. Members are urged to follow the manual, as it is essential to protect and maintain a consistent brand image throughout all NKBA headquarters and member communications and promotional materials.

The National Kitchen & Bath Association is proud to unveil its restyled new logo. This bold, impressive logo meets the major goals set forth for the new NKBA brand image. The new mark serves to bridge the gap between consumers and the trade with a fresh, classic look that presents a clean, modern impression. It serves as a powerful representation of NKBA Membership as the authority in the kitchen and bath industry. It defines a clear position for the NKBA as the association that consumers can trust and trade professionals can depend on.

"I believe the new NKBA logo portrays the Association's position as the forward-thinking leader of the industry. Its bold and powerful design strengthens the NKBA's presence as the authority on kitchens and baths. This new look will engage in-market consumers as well as potential trade members. It proudly represents the message we wish to send as the representative for thousands of industry professionals."
- Bob Garner, CMKBD, 2007 NKBA President

All work on the development and production of the new logo was done in-house by the NKBA's Creative Services Department. Well-trained in graphic design, marketing and branding, the creative team took a methodical, dedicated approach to this redesign. A thorough analysis of the NKBA brand was conducted. The strengths and weaknesses of the existing brand image and positioning were honestly evaluated, and the strategic goals and mission of the Association were seriously considered. The brands of allied and competitive organizations in the kitchen and bath industry were reviewed and compared to the current logo.

The impetus for this change came from multiple outside sources, as well as an internal reevaluation of the visual appeal of the logo on marketing collateral and promotional merchandise. Great consideration was given to usage issues of the membership and reaching the NKBA's multiple target audiences.

Throughout the development process, numerous options and styles were explored. This creative solution is aimed at visually positioning the NKBA brand and maintaining the Association's strong presence in the industry. This process should be viewed as an evolution from the previous logo, not a revolution. The new logo retains a great kinship with its predecessor and offers a fresh, modern reinterpretation that is not overly trendy or capricious.

The new design eliminates the extra lines around the letters, removing unnecessary visual distractions. The updated san serif font creates strong, distinct letters. The logo's new deeper blue color is warm and rich and offers classic styling with traditional appeal. The resulting logo presents a clean, bold form and an authoritative insignia.

The straightforward letters provide a cleaner canvas on which chapter names, membership information and certification status can be added to unify all logo adaptations. The new logo is also a more analogous partner to the Kitchen/Bath Industry Show & Conference logo, highlighting the NKBA's networking and organizational strength as the proud owner of the world's largest kitchen and bath trade event. The core of the new logo is the letters K and B, which touch and represent kitchen and bath. This connection unifies all NKBA Members and reinforces the Association's place at the heart of the kitchen and bath industry. Furthermore, the unique wave treatment of the letter A evokes water, the communal element for NKBA Members across all industry segments. The shape moves upward and across the letter, rising to the peak of the A, reaffirming the Association's position as the forward-thinking, innovative leader of the industry.

The new logo design is broad enough to represent all 11 industry segments, while still presenting a strong visual appeal that embodies the design-orientated trade. Additionally, the repositioned brand image is infinitely more consumer friendly. The bold letters are eye-catching and very compatible with other well-received industry brands.

The classic design elements of the new NKBA logo offer a timeless quality, which reflects the Association's impressive history while heralding its strong future.

Elements Of The Identity

The American Institute of Kitchen Dealers (AIKD): Founded in 1963, the AIKD (the original incarnation of the NKBA) served primarily as a networking forum for kitchen dealers across the industry. The seal-like logo offered a professional, trade-focused image and an institutional impression. The AIKD acronym is highlighted in a yellowish gold, with the most focus given to the K for kitchen. This authoritative appearance resembles the marks of other service organizations of its time.
The National Kitchen & Bath Association (NKBA): In 1983, the brand was updated to reflect the broadening membership of the Association and better represent the kitchen and bath industry. The extensively revised logo had a much bolder look with thick bands across the top and bottom, which framed the new NKBA acronym. The chiseled NKBA acronym font and white outline appears to be engraved, adding a craftsmanship to the mark. This bolder, cleaner look lasted for 16 years.
The NKBA Plus Tagline: In 1999, the NKBA Strategic Plan expanded to include increased consumer awareness as a major goal. The tagline, The Finest Professionals in the Kitchen & Bath Industry, was added to the logo, which included the NKBA acronym and the complete name of the Association. The objective of the expanded logo was to promote consumer and industry awareness of the NKBA as the premier source for professional products and services. The logo was also trademarked as an officially recognized Service Mark for the Association. This logo and tagline has represented the Association for the last 8 years.
The New NKBA Logo with Brand Name: The new NKBA logo with brand name shows those that are unfamiliar with the Association who we are and furthers our name recognition in the Industry. The NKBA recommends using the logo with full name on materials where the intended audience is less familiar with the NKBA brand and it is beneficial to communicate the entire name of the Association on items such as consumer flyers, ads, and home show signage.
The New NKBA Logo and Tagline: The new NKBA logomark consists of the Association's acronym and the edited tagline. The strong acronym is the centerpiece of the logo and appears boldly in a typeface that boasts classically elegant lines. The tagline, The Kitchen & Bath Professionals, distinguishes the Association and its members from other organizations in the kitchen and bath trade. The new NKBA logo with tagline shows our members’ place in the industry as the kitchen & bath professionals. The NKBA recommends using the logo with tagline on materials where the intended audience is familiar with the Association and it is beneficial to differentiate the position of the NKBA among competing brands such as trade events, corporate capabilities brochures and marketing collateral.

Marketing Strength

Over the last year, the NKBA has launched an extensive marketing campaign to promote NKBA professionals as the authority in the kitchen and bath industry. This aggressive multi-level media program targets consumers and trade active in kitchen and bath remodeling or construction. The launching of the new logo is another step in the Association's marketing initiative and enhancement of the NKBA brand. NKBA Membership allows you to strengthen your brand by aligning yourself with the NKBA and making your business more credible and more appealing to consumers.

In print: The NKBA consumer advertisements present a modern, upscale image of the Association and are a key component in the advancement of the NKBA brand as the Trustmark for safe, efficient and beautifully designed kitchens and baths. These ads run in 18 national consumer titles, including Meredith Corporation's core kitchen and bath portfolio with a combined readership of more than 30 million. NKBA Membership and Education advertisements run in an array of trade publications, including K+BB, KBDN and Interior Design.

All of the advertisements feature kitchens and baths designed by NKBA Members and present NKBA professionals as the voice of the industry who bring extensive knowledge and experience to every project.

On television: The NKBA has launched a new 30-second commercial that runs on HGTV. The television commercial incorporates the feeling and marketing message of the printed consumer advertisements. The commercial highlights the benefits of working with an NKBA professional and promotes NKBA Members as the authority in the kitchen and bath industry. NKBA Members will soon be able to customize the last five seconds of the commercial with the personal marketing message and contact information. The new logo will be highly visible in this powerful, wide-reaching commercial vehicle for your local advertising market.

Logo Compilation

The NKBA offers its members several versions of the logo for use in various situations on promotional materials to help increase the return gained from national marketing efforts. When customers see the NKBA logo, they will know you are one of the most respected professionals in the kitchen and bath industry. The NKBA logo signifies trust, competency and knowledge.

Member NKBA Logo: The National Kitchen & Bath Association Member Logo utilizes the acronym (NKBA) to make it easier for you to let clients know that you are a recognized kitchen and bath industry professional. The shortened treatment is ideal for usage on business cards and other mediums where space is limited.
Certified Member NKBA Logo: Make your hard-earned NKBA certification work for you. Be sure to use your NKBA Certification to promote yourself as a leading authority in the industry. An NKBA Certification appellation after your name instantly identifies you as a trained kitchen and bath professional and is seen as a tangible benefit by consumers. Certification appellations may only be used directly following the certified individual's name. Example: John Smith, CKD
NKBA Chapter Logo: Generate local and regional attention for yourself and your NKBA Chapter with the new streamlined NKBA Chapter logos. Use your NKBA Chapter logo to advertise meetings and special events and to encourage involvement among local members and recruit prospective members.

Align Yourself With Professionalism

Take advantage of the Association's extensive promotional activity and marketing partnerships to build national brand recognition as a member of the NKBA. Use the new NKBA logo on all of your communications and promotional materials to foster consumer confidence and trade recognition.

Some suggestions for logo placement:

• Business Cards
• Letterhead
• Showroom Windows
• E-mails
• Web Site
• Newspaper Advertisements
• Magazine Advertisements
• Business Flyers & Promotions
• Yellow Pages/Directory Resources
• Billboards & Posters
• Delivery Trucks
• Floor Plans & Business Forms
• Company Shirts & Apparel

Making The Switch

Do not fear. The Association appreciates the constraints of cost and energy that the updated logo may place on membership. Members will be expected to upgrade their marketing materials, business cards, stationary, web site and other promotional pieces over time. NKBA Headquarters will strive for an easy, cost-efficient transition. Members will receive continued communication and reminders through QuickClicks and e-mail blasts.

By 2008's second quarter, all NKBA communications and promotional materials will be updated. By the third quarter, we expect that 75-100% of NKBA Members will have started or fully updated their materials.

Accompanying the launch of the new logo and tagline will be an integrated marketing communications program. The Association is planning an extensive media blitz to the trade and consumer press. Well-established partnerships with various media outlets, including KBDN, K+BB and Meredith Corporation, will garner valuable editorial coverage. Additionally, the Kitchen/Bath Industry Show & Conference 2008, held in April in Chicago, will be offer a worldwide stage to promote the NKBA brand image.

"The new logo will take the NKBA to the next level. As the authority in the kitchen and bath industry, the NKBA helps our members reach their highest goals, and this logo's bold look reflects that. As we continue to gain members and offer more resources, our new mark will show both kitchen and bath professionals, as well as consumers, that we are continuing to raise the bar for our industry."
- Michael P. Kelly, CEO, NKBA

Download The New Logo

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