The K3 shape system
The K3 shape system is a shared visual language derived from the geometry of the K3 mark itself.
Built from six abstract geometric forms, the system expresses movement, direction and connection – reflecting how K3 guides clients through moments of decision.
The shapes do not represent services or divisions. Instead, they allow multiple brands, disciplines and moments to sit confidently within one coherent structure. This ensures the system remains flexible as the Group grows, while always feeling unmistakably K3.
Each core shape contains a Signal Point cut-out at its midpoint, reinforcing focus, intent and direction across the system.
All shapes are constructed at 45-degree angles, with zero corner radius. No rounded edges are permitted on any K3 brand element.
The shapes express the ways K3 operates, connects and guides.
The K3 shapes
Frame
Structure and containment
Behaviour rule: The Frame establishes where attention sits. It is calm, stable, and never just decorative.
Chevron
Guidance and navigation
Behaviour rule: Chevrons guide the eye. They must always feel purposeful.
Signal
Emphasis and punctuation
Behaviour rule: Markers draw attention but never carry content weight alone.
Span
Momentum and continuity
Behaviour rule: Spans create flow across space. They should feel confident and unbroken.
Path
Direction and progression
Behaviour rule: Paths imply motion. They should always point towards content, never away from it.
Edge
Entry and exit
Behaviour rule: Edges define beginnings and endings. They should feel intentional, not abrupt.
Shape system in use
The shapes are the framework of the K3 visual system.
The K3 shape system is built from six abstract geometric forms derived from the same underlying geometry as the K3 mark. These shapes form the architectural framework of the system. Shapes are:
Shape principles
Shape rules
Please do not use the K3 shape system in any of the following ways.
Do not distort, skew or freeform-modify shapes.
Do not change the shape colours.
Do not apply gradients or the K3 Blend to shapes.
Do not layer secondary shapes over photography in solid colour or at non-standard opacity.
Do not inset, float or partially crop photography within shapes.
Do not use shapes at anything other than 100% opacity unless layering another shape that is masking a photograph.
Do not scale shapes at different sizes, they must be relative to one another within the same composition – same heights.
Do not use shapes as icons.
Do not repeat a shape in a single communication or design viewport.
Do not misalign layering shapes – geometry must interlock
Do not use shapes as CTA containers or buttons.
Do not place body copy inside shapes.
Do not place shapes directly next to/touching text.
Shape photography masks
The K3 shape system can be used to mask photography, creating structure, emphasis and depth while maintaining consistency across the brand.
