Corporate design is a set of systematically organized constants: artistic and graphic elements, font, color etc, which ensure unity and uniqueness of both KMF general look and its products and services. Corporate design is intended to distinguish KMF from the plurality of other organizations and to improve its memorability. Corporate design is developed with a glance to all peculiarities of activity, goals and objectives that stand before KMF. Corporate design is one of the core tools to form the image of the organization, it forms trust towards the company, its products and services
Logo
Logo is an essential corporate design element, remembering of which plays crucial role in KMF brand recognition. The concept of logo lies in the path “Partnership-Stability-Growth”, which reflects mission, system of vision and position of KMF. The logo consists of the following elements: logo sign, name and status.
KMF name
KMF is an abbreviation from KazMicroFinance, which is formed from two words – shortened from Kazakhstan – “Kaz” and “MicroFinance”. This combination, in its conceptual and visual sense is designed to address the following objectives:
“Kaz” part identifies belonging to the country
“MicroFinance” part identifies the field of activities
Use of Latin alphabet when writing the name is aimed at formation of importance and significance; it is convenient for understanding and remembering in the global community.
Latin alphabet is also a reference to the roots of organization – the parent company “Kazakhstan Loan Fund” was founded by American corporation ACDI/VOCA
KMF logo sign
Logo sign consists of two elements: rhombic solid and sprout. This visual image reflects the sphere and principles of KMF activity:
Combination of two symbols in logo sign symbolizes partner approach in KMF work with clients, personnel and other groups in the society. The concept of partnership also emphasizes social orientation of KMF.
Rhombic form indicates the sphere of activity. It is a tacit tradition to use square-based figures in logo signs of financial organizations, because they are associated with stability and soundness.
The sprout indicates steady growth in KMF activity: growth and nurturance of clients, and growth of organization itself.
The form of the sprout is whimsically curved, which identifies dynamics of development and KMF flexibility in terms of all aspects of activity: democratic approach to decision making and orientation on constantly changing market conditions.
Inclination of the sprout to the right identifies right direction of KMF development.
KMF logo colors
Warm colors of logo emphasize such part of its visual image as “Partnership”, e.g. social orientation.
Combination of KMF logo elements Name, written in hard, clear-cut font in the basis and logo sign above it highlight “Stability” part of the concept.
