Brand Platform

Our brand identity is more than just a logo.
It’s the sum of all the ways KTG is expressed visually, verbally, and experientially.

Like individuals, brands have personality, values, and purpose at their core. A strong brand isn’t static. It’s built over time through meaningful interactions, and stays relevant by staying true to its essence while continuously evolving.

Table of contents
Brand Core
Brand Pillars
Brand Personality
Logo & Symbol
Typography
Color
Contact

Brand Core

Why do we do what we do?
Why does this brand exist?

The Brand Core or Purpose may not always be explicitly stated, but it should always be present, even if just beneath the surface. Sometimes it will be clear. Other times it may require deeper understanding. In every case, it is essential that all brand communication reflects and aligns with this central idea.

Build meaningful, long-term relationships that drive impact.
We approach every engagement with curiosity and focus. Because finding the right leader means matching the best talent with the unique needs of your business.
Manifesto
At KTG, we partner with the people building companies that matter and the leaders bold enough to shape them. We’re more than a search firm. We’re strategic partners who blend instinct with discipline, empathy with rigor, and the art of connection with the science of search.
We show up when it counts. From product-market fit to a billion-dollar exit, we help companies find the kind of leadership that moves the business forward.Our approach is human, honest, and hands-on. We bring clarity, diligence, and care to every engagement.
Built by experts, trusted by investors, and led by people who care deeply, KTG is where long-term relationships become long-term growth.

Brand Pillars

These traits shape how the brand feels, sounds, and shows up in every interaction and every expression.

Real

We don’t obsess over polish or try to please everyone.
We value honesty and clarity over appearances.

APPLICATION EXAMPLE

We are not going to send a shiny, inflated candidate just to impress you.We will tell you the truth if we think someone is not the right fit, even if they look great on paper.

Human First

We build partnerships, not pipelines. Our work is personal, always.
We believe real relationships outperform volume and automation.

APPLICATION EXAMPLE

We will not show up with a 100-slide pitch deck. We will remember your dog’s name and how you take your coffee.

Earned Excellence

We go deep, stay focused, and deliver with rigor and care.
We bring diligence and attention to detail to every search, because high-quality work is a form of respect. We take the time to get it right, not to rush and compromise.

APPLICATION EXAMPLE

We are not going to flood your inbox with half-qualified candidates. We will take the time to ask better questions, challenge assumptions, and bring you the leader who truly fits, not just on paper, but in values, ambition, and impact.

Diversity

Diversity is non-negotiable. We actively shape a more inclusive leadership landscape. We do not stay neutral. We challenge assumptions and widen the lens.

APPLICATION EXAMPLE

We are not here to check a box.We hold the bar high for every shortlist and every conversation.

Long-Term Thinking

We invest in relationships and reputation, not quick wins.
We are intentional about growth. We say no to shortcuts that don’t align with who we are.

APPLICATION EXAMPLE

We are not here to close a quarter.We are here to build relationships that still matter five years from now.

Brand Personality

These traits shape how the brand feels, sounds, and shows up in every interaction and every expression.

Confident

We speak clearly and decisively, without arrogance.

TONE OF VOICE EXPRESSION

Direct and clear, never arrogant

APPLICATION EXAMPLE

“We ask the hard questions to get to the right answer.”

Thoughtful

We listen, we reflect, we go deep.Our words and actions are intentional.

TONE OF VOICE EXPRESSION

Considered, reflective, intentional

APPLICATION EXAMPLE

“We take the time to understand your context before we act.”

Empathetic

We care about people, not just outcomes. Relationships
come first.

TONE OF VOICE EXPRESSION

Human, warm, relational

APPLICATION EXAMPLE

“We care about finding the right fit, for both sides.”

Transparent

We say what’s true.Open, honest, clear.

TONE OF VOICE EXPRESSION

Honest, open, jargon-free

APPLICATION EXAMPLE

“If we don’t believe we’re the right partner for your search, we’ll tell you.”ad every search with rigor, care, and a commitment to excellence.”

Professional

We bring rigor and high standards, always with a human touch.

TONE OF VOICE EXPRESSION

Polished, respectful, high-standard without sounding distant

APPLICATION EXAMPLE

“We lead every search with rigor, care, and a commitment to excellence.”

Visual Identity

More than a visual mark, it captures KTG’s positioning, values, and personality at a glance.

Primary logo
The KTG wordmark is clean, confident, and timeless. Set in Helvetica, a classic and highly legible typeface, it reflects the firm’s clarity, professionalism, and straightforward approach.The use of lowercase letters introduces a sense of humility and approachability, balancing the brand’s authority with warmth. Designed for versatility, the wordmark works seamlessly across formats. From digital interfaces to printed materials and serves as a strong, stable foundation for the brand identity.

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File
Primary Logo + Descriptor
This articulation pairs the primary logo with the “Executive Search” descriptor to highlight KTG’s core area of expertise. It’s especially useful in formal or introductory settings, where it helps clarify the firm’s specialization and strengthen brand recognition.

This version is ideal when additional context is helpful, such as in proposals, presentations, or external-facing documents.

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File

Downloads

PNG FileJPG FilePDF File SVG File Ai File
Primary Logo + Descriptor Vertical
This vertical lockup combines the KTG logo with the “Executive Search” tagline in a stacked configuration. It’s designed for formats where vertical space is more available than horizontal, or where a centered, compact layout is preferred.

Downloads

PNG FilePDF File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File
Symbol
The symbol is a distinctive and abstract expression of KTG’s strategic focus. Rooted in ideas of connection, movement, and alignment, it reflects the firm’s ability to guide leadership journeys and unlock potential within organizations.

With its geometric clarity and visual rhythm, the symbol holds its own especially in smaller formats or where brand recognition is already established. Whether used as a favicon, social icon, or presentation watermark, it reinforces KTG’s presence in a modern, minimal, and highly adaptable way.

Downloads

PNG FilePDF File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File
Wordmark
The KTG wordmark is clean, confident, and timeless. Set in Helvetica, a classic and highly legible typeface, it reflects the firm’s clarity, professionalism, and straightforward approach.

The use of lowercase letters introduces a sense of humility and approachability, balancing the brand’s authority with warmth. Designed for versatility, the wordmark works seamlessly across formats. From digital interfaces to printed materials and serves as a strong, stable foundation for the brand identity.

Downloads

PNG FilePDF File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Downloads

PNG FilePDF FileJPEG File SVG File Ai File

Typeface

“Type is a beautiful group of letters, not a group of beautiful letters.”

Matthew Carter

Typography is one of the smallest elements in design, yet it carries a powerful sense of identity.

The right typeface can transform a layout and play a key role in how a brand is recognized and remembered.

While some brands use custom-designed typefaces, there are hundreds of existing fonts that can be carefully selected and adapted to fit a brand’s tone, structure, and use cases. Typography should feel intentional and aligned with the overall visual system in its spacing, rhythm, and expression.

Geist

Google Font

Designed by Andrés Briganti, Mateo Zaragoza, Guillermo Rauch, Evil Rabbit, José Rago, Facundo Santana

While some brands use custom-designed typefaces, there are hundreds of existing fonts that can be carefully selected and adapted to fit a brand’s tone, structure, and use cases. Typography should feel intentional and aligned with the overall visual system in its spacing, rhythm, and expression.

Get Font

Using a typeface with a wide range of weights adds flexibility and clarity to the brand’s communication. It allows for better hierarchy, contrast, and emphasis across layouts, helping organize information without relying on additional colors or styles. This versatility ensures consistency while adapting to different content needs and formats.

Disclaimer

Font weight names may differ depending on the platform (e.g., Google Fonts, Canva, Webflow). In such cases, maintain the intended hierarchy by visually selecting the closest weight to the one specified in this guide.

Additionally, the 2025 KTG website includes a complete Style Guide within the Webflow dashboard, where you will find all defined styles, uses, and labels applied across the site.

Extra Light / Light

Sample text is being used as a placeholder for real text that is normally present.

APPLICATION EXAMPLE

Ideal for very large type sizes to balance visual weight. Can also be used for secondary details such as footnotes or image captions. Use only in exceptional cases.

Light / Regular

Sample text is being used as a placeholder for real text that is normally present.

APPLICATION EXAMPLE

Recommended for body text and longer blocks due to its high legibility. Always use in sentence case, never in all caps, to ensure readability.

Medium / Bold

Sample text is being used as a placeholder for real text that is normally present.

APPLICATION EXAMPLE

Used to highlight key information within text or for mid-level headings. Helps create rhythm and hierarchy in content.

Bold / Black

Sample text is being used as a placeholder for real text that is normally present.

APPLICATION EXAMPLE

Intended use in Taglines.  Tertiary text style, usually placed above or below headlines or at the bottom of slides, used for contextual details such as date, topic, or supporting information

Colors

Manage recurring text and background colors.

Mint
#F8F8F5
PMS© 340 C
CMYK
100, 0, 69, 6
RGB
20, 174, 114
Marine
#2C3C65
PMS© 7686 C
CMYK
100, 75, 10, 3
RGB
44, 60, 101
Ink
#0F194E
PMS© 2768 C
CMYK
100, 94, 25, 73
RGB
15, 25, 78
Ash
#969AA6
PMS© 429 C
CMYK
19, 12, 13, 34
RGB
150, 154, 166
Chalk
#F8F8F5
PMS© Warm Gray 1 C - 50%
CMYK
3, 3, 5, 4
RGB
248, 248, 245
Pale Sky
#BCCFDE
PMS© 2169 C
CMYK
23, 7, 0, 0
RGB
188, 207, 222

Contact

Get in touch

Sarah Cox
KTG
scox@ktgsearch.com
martina mut
473 Agency
martina@473.agency
Juan Miguel Pascual
473 Agency
juan@473.agency