Kumaon
Brand Guidelines
KUMAON BRAND GUIDELINES
Welcome to the brand guidelines, here are the set of instructions on how to use our brand language.
Keep your eyes on the document as it guides you to the basic design elements of Kumaon’s identity system. Understanding of the document is important to maintain a meaningful, consistent and unforgettable experience of Kumaon.
Index 1
2
3
4
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INTRODUCTION
LOGO, SYMBOL, WORDMARK & TAGLINE
BRAND COLOURS
TYPOGRAPHY
BRAND IN USE
What is Kumaon Mission Vision Positioning Tone of Voice
05 07 08 09 10
The Logo Logo Clear Space The Icon & symbol Wordmark Placement Guidelines
13 14 15 16 17 21
Brand Colour Palette Logo In Colour Colour Pairing Colour Schemes Usage
23 24 25 26 27
Typefaces Fonts Overview Leading Kerning Text Lockups
29 30 31 32 33
Brand Lines Stories Social Media Post Digital Advertisement Outdoor Advertisement Stationary Kumaon Booklet
35 36 37 39 40 43 46
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Kumaon Brand Guidelines
1. Introduction
1 INTRODUCTION / WHAT IS KUMAON
What is Kumaon? Kumaon is a region formed by six districts (Udham Singh Nagar, Pithoragarh, Almora, Bhageshwar, Champawat, Nainital) of Indian state of Uttrakkhand. Kumaoni people practice a unique culture untouched by modernity. The Kumaon region forms part of the historic route connecting India to Tibet. Brand stands for culture, nature and art forms a perfect place for tourists to have a 360 experience.
everyday festival? love?
art inspiration?
a place to be yourself?
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Kumaon Brand Guidelines
flavors? home?
an escape?
1 INTRODUCTION / WHAT IS KUMAON
A place that has it all.
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Kumaon Brand Guidelines
Imagine a place that has adventure, art, food, culture, architecture, history, folk tales, temples, music and theatre. No wait, you just have to just visit Kumaon and you’ll see all these things in one place offering much more than the list of things mentioned here.
friendship? mental peace?
learning opportunity? folk tales?
happiness?
unheard strings?
knowledge?
1 INTRODUCTION / MISSION
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Kumaon Brand Guidelines
To present Kumaon, a region that is rich in art and culture yet is still unexplored by the mass.
1 INTRODUCTION / VISION
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Kumaon Brand Guidelines
To see Kumaon as a growing tourism sector that is educational as well as fun to visit.
1 INTRODUCTION / POSITIONING
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Kumaon Brand Guidelines
Colourfull Welcoming.
1 INTRODUCTION / TONE OF VOICE
Tone Of Voice & Branding Values.
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Kumaon Brand Guidelines
The brand stands for hospitality and approachable community that has a lot of cultural value and history. Kumaon stands on the values of appreciation for local art and promoting originality.
1 INTRODUCTION / TONE OF VOICE
Tone Of Voice Kumaon has a language of love and care. This tone is reflected in the brand tone consisting of adventurous, lively, informative and welcoming. Welcoming People there have big hearts and won’t hesitate to invite a lost tourist to their home. Kumaonis are really chatty people and love to teach their ways to tourists. Adventurous Kumaon has adventure in every corner, even a short walk to narulas (a kind well where water is collected) is full of twists and turns for a tourist. Lively The place has life and warmth spread all over, that can be felt by anyone and make them feel like home.
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Kumaon Brand Guidelines
Informative Region has a lot of stories, history, folk tales, cultural evolution, migration stories. This list goes on and on, region has a lot of information to teach and pass on.
Welcoming Lively
Informative
Adventurous
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Kumaon Brand Guidelines
2. Logo, Symbol, Wordmark & Tagline.
2 LOGO, SYMBOL, WORDMARK & TAGLINE / THE LOGO
The Logo Kumaon logo is a combination of emblem and wordmark. The emblem is inspired by the traditional artform of Kumaon that is Aipan. The shape is in the form of a choki and bordered with traditional patterns of triangle and straight lines.
7x
Minimum logo size 500px by 500px
Kumaon
Logo ratio 7x by 7x Vertical placement 4x by 11x Horizontal placement
7x
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Kumaon Brand Guidelines
4x
Kumaon 11x
2 LOGO, SYMBOL, WORDMARK & TAGLINE / LOGO CLEAR SPACE
Logo Clear Space
o
To ensure the right amount of breathing space around the Kumaon logo the following process should be applied:
Kumaon o o
Step 1 Pick the letter ‘o’ Step 2 Place it in the four corners
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Kumaon Brand Guidelines
Step 3 Make scales around it
o
o o
o Kumaon o
2 LOGO, SYMBOL, WORDMARK & TAGLINE / THE EMBLEM
The Emblem
1
2
3
4
Kumaon emblem has intricate details, that’s why it can’t be used as a brand icon but it serves its purpose as a brand emblem. Emblem in primary brand colour, should always be the preferred option. For any other use cases, a monochrome version is allowed too. Usage hierarchy: 1. White logo on a red background Preferred option 1. 2. Red logo on a white background Preferred option 2.
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Kumaon Brand Guidelines
3. White logo on a black background To be used when colour options aren’t working with the layout or colours aren’t allowed in the setting. 4. Black logo on a white background Another option for monochrome version of the logo to be used in the layouts where colours aren’t allowed.
2 LOGO, SYMBOL, WORDMARK & TAGLINE / WORDMARK
Wordmark It is preferred to use the logo with emblem included. However, some use cases will steer you towards the sole use of the wordmark. Usage hierarchy:
1
2
Kumaon
1. White wordmark on a red background Preferred option 1.
Kumaon
2. Red wordmark on a white background Preferred option 2. 3. White wordmark on a black background To be used when colour options aren’t working with the layout or colours aren’t allowed in the setting.
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Kumaon Brand Guidelines
4. Black wordmark on a white background Another option for monochrome version of the wordmark to be used in the layouts where colours aren’t allowed.
3
4
Kumaon
Kumaon
2 LOGO, SYMBOL, WORDMARK & TAGLINE / PLACEMENT LOGO
Placement Logo Logo placement in documents and other digital layouts should be in a particular manner. Logo should always have a clear and breathable space.
1
2
Kumaon
Kumaon
3
1. Portrait Default option should be to place the logo on the top left corner of the page(print/digital media).
Kumaon
2. Logo animated Kumaon logo should be placed in the centre with a little red circular patch at the back to keep the logo visablity. 3. Landscape Logo should be placed in the top left corner with proper breathing space for the logo.
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Kumaon Brand Guidelines
4. Landscape wide Combination should be placed on the left corner, vertically centered.
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Kumaon
2 LOGO, SYMBOL, WORDMARK & TAGLINE / PLACEMENT TAGLINE
Placement Tagline Our tagline ‘A place that has it all’ must be divided in two lines Tagline should be placed in a clear space where the text has enough breathing space.
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Kumaon Brand Guidelines 18
5. Tagline horizontal It should be placed left vertically centre aligned. 6. Tagline horizontal (wide) Text should be placed left vertically centre aligned of the layout. This may leave blank space on right side, but won’t cause an issue in delivering the message.
A place that has it all. Where art is everywhere. A place that has it all.
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5
A place that has it all.
2. Tagline and key visuals Place it on the left corner just under the visual element, make sure that the visual and text have enough space between.
4. Tagline animated Animated tagline should be placed on the left vertically centre aligned.
3
A place that has it all.
1. Tagline only (portrait) When someone is using only the tagline it should be placed on centre aligned left corner of the layout.
3. Tagline integrated with text When the brand is using extended text with the tagline the text should be vertically centre aligned.
2
6
A place that has it all.
A place that has it all.
2 LOGO, SYMBOL, WORDMARK & TAGLINE / THE LOGO AND TAGLINE
The Logo & Tagline
1
o
o
Whenever the logo and tagline are used together, follow the same grid as the clear space lockup. Option 1 Tagline should be placed below the box spreading its width to both the ends of the scale.
Kumaon o o A place that has it all.
Option 2 Tagline should be placed below the wordmark spreading its width to both the corner ends.
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Kumaon Brand Guidelines
2
o o
o Kumaon o A place that has it all.
2 LOGO, SYMBOL, WORDMARK & TAGLINE / PLACEMENT PARTNER & SPONSORS
Placement Partner & Sponsors When the brand logo is shown with another logo on the side, both should have enough distance between. The logos should be separated by a 1x white stroke.
1
o o
oo Kumaon oo
o o
1. Horizontal partnership lockup 2. Square partnership lockup
2
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Kumaon Brand Guidelines
o o
oo Kumaon oo
o o
2 LOGO, SYMBOL, WORDMARK & TAGLINE / LOGO GUIDELINES
Logo Guidelines
1
The Kumaon logo shouldn’t be messed up in any way. Avoid the examples below at all times.
2
Kumaon
1. Don’t use random colour combinations
Kumaon
2. Don’t apply effects 3. Don’t rotate or flip the logo
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Kumaon Brand Guidelines
4. Don’t rearrange the emblem and wordmark
3
4
n o a m Ku
Kumaon
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Kumaon Brand Guidelines
3. Brand Colours
3 BRAND COLOURS /COLOUR PALATTE
Colour Palatte Red is the core brand colour of Kumaon, that should be the first choice for any design layout. Brand has two core colours red and white.
HEX b21c1f RGB 178, 28, 31 CMYK 20, 99, 93, 13
HEX ee751b RGB 238, 117, 27 CMYK 0, 64, 94, 0
Kumaon has five colours in its palette. Brand colours are used in layouts as well as illustrations, white and red colour are the preferable combination for the layouts unless the colours aren’t working. Black and white can be paired with the brand colour at any time.
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Kumaon Brand Guidelines
HEX ffda50 RGB 255, 218, 80 CMYK 1, 13, 76, 0
HEX fff9db RGB 255, 229, 219 CMYK 0, 1, 20, 0
HEX 1096be RGB 16, 150, 190 CMYK 78, 22, 16, 2
3 BRAND COLOURS / LOGO IN COLOUR
Logo In Colour
Kumaon
Kumaon
Kumaon
Kumaon
Kumaon
Kumaon
Kumaon
Kumaon
Preferred colour cobination for the logo is white logo on red background. However, it can be used in different colour combinations.
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Kumaon Brand Guidelines
Here is an overview of possible colour combinations.
3 BRAND COLOURS / COLOUR PAIRINGS
Color Pairings Preferred colour pairing options for the brand is red on white background. However, it can be used in different ways and combination, given that the text readability isn’t disturbed.
RED + WHITE
BLUE + ORANGE
OFF-WHITE + BLUE
ORANGE + BLACK
Here is an overview of possible colour pairing options.
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Kumaon Brand Guidelines
1. Text colour 2. Background colour
3 BRAND COLOURS / COLOUR SCHEMES
Color Schemes Kumaon has various possible colour schemes that can be used in background colour, text colour and decorative text colour. Here are some colour schemes that can be used in Kumaon layouting.
YELLOW + RED + WHITE
ORANGE + OFF-WHITE + RED
BLUE + OFF-WHITE + RED
RED + BLACK + WHITE
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Kumaon Brand Guidelines
1. Decorative colour 2. Text colour 3. Background colour
3 BRAND COLOURS / COLOUR USAGE
Colour Usage
1
2
Kumaon
Kumaon
A place that has it all. Where art is everywhere. A place that has it all.
Here are some examples of brand colour usage on different layouts. 3
Kumaon
A place that has it all. Where art is everywhere.
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Kumaon Brand Guidelines
4
Kumaon
A place that has it all.
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Kumaon Brand Guidelines
4. Typography
4 TYPOGRAPHY / TYPEFACES
Typefaces
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2
The brand uses three font families, Bona Nova (regular, bold), Oswald (bold) and ValeriaMedium-Regular. 1. Wordmark - ValeriaMedium-Regular This font is particularly used in the wordmark typography and has been altered a bit. The serif font looks organised as well as approachable, which clearly reflects the brands tone of voice. 2. Heading - Oswald (bold) Oswald is the heading typeface, that is used in print as well a digital media. Its a san-serif font that fits well with the brand language. 3. Body text - Bona Nova (regular, bold) Bona Nova is a serif font that is used in the body text as well as in headings. This font has a tone that really goes well with the brand language and it supports the brand visually.
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Kumaon Brand Guidelines
Fallback fonts Whenever it’s not possible to use the font families, following alternative options should be used. Oswald could be replaced with Poppins Black (all caps). Bona Nova could be replaced with Roboto Normal.
3
ValeriaMedium
Oswald Bona Nova - Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
Bona Nova - Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commod. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum Lorem consectetuer elit.
4 TYPOGRAPHY / FONTS OVERVIEW
Fonts Overview
1
2
1. Valeria Medium 2. Oswald 3. Bona Nova (regular, bold)
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Kumaon Brand Guidelines
3
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,./@#$%^&*)(_+=ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,./@#$%^&*)(_+=ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,./@#$%^&*)(_+=ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,./@#$%^&*)(_+=-
4 TYPOGRAPHY / LEADING
Leading
1
Leading for every font is different depending on the brand requirements. Here are the leading requirements for each font. 1 Oswald Bold 70 Pt text size - 72 pt leading 2 Bona Nova Bold 44 Pt text size - 45 pt leading
2
1 Oswald Regular 9 Pt text size - 10.8 pt(auto) leading
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Kumaon Brand Guidelines
3
Lorem ipsum Lorem ipsum dolor Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
4 TYPOGRAPHY / KERNING
Kerning
1
Kerning is different for the brand wordmark, as it has been altered to serve the purpose of representing the brand language visually.
Kumaon -25 pt
1 Default kerning -25 2 Wordmark kerning -60
2
Kumaon
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Kumaon Brand Guidelines
-60 pt
4 TYPOGRAPHY / TEXT LOCKUPS
Text Lockups Text can be placed in different manner for the brand. Here are some acceptable text placements for Kumaon. 1 Primary heading, secondary headline(adjusted line height), body text 2 Secondary heading(adjusted line height), body text 3 Primary headline, body text 4 Primary heading, secondary headline
1
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2
Lorem ipsum dolor sit amet, Lorem ipsumLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad
3
Lorem ipsum Lorem ipsumLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
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Kumaon Brand Guidelines
4
Lorem ipsum Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet
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Kumaon Brand Guidelines
5. Brand In Use
5 BRAND IN USE / BRAND LINES
Kumaon
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Kumaon Brand Guidelines
A place that has it all.
5 BRAND IN USE / STORIES
Kumaon
Kumaon
Kumaon
A place that has it all. Where art is everywhere.
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Kumaon Brand Guidelines
A place that has it all.
5 BRAND IN USE / SOCIAL MEDIA POST
This format should be followed in all the social media posts to introduce the popular tourist attractions of Kumaon region.
1
2
3
Kumaoni Architecture A place that has it all. The old houses/temples/narulas of Kumaon have stone walls, mud floors, slate roofs and patangans (courtyards of gray stone) and their doors, windows and Kholis (main entrance to the house) have intricate figures of Ganesh and other Gods - Goddesses and blue colour. The wood carver or carpenter never forgets to make closed nestles for birds. The temples, which have been constructed over a period of about a thousand years, follow a local style known as the 'Himadri' style of architecture.
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Kumaon Brand Guidelines
Kumaon
Kumaon region, Uttrakhand, India
Kumaon
5 BRAND IN USE / SOCIAL MEDIA POST
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Kumaon Brand Guidelines
Nanda Devi Temple
Camping In Kumaon
Bike Rides In Kumaon
Kumaoni Architecture
Jim Corbet National Park
5 BRAND IN USE / DIGITAL ADVERTISEMENTS
Kumaon
Nanda Devi Temple
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Kumaon Brand Guidelines
This temple is about 1000 years old. Most important attraction in Almora. It is dedicated to Goddess...
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Kumaon Brand Guidelines
5 BRAND IN USE / OUTDOOR ADVERTISEMENT
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Kumaon Brand Guidelines
5 BRAND IN USE / OUTDOOR ADVERTISEMENT
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Kumaon Brand Guidelines
5 BRAND IN USE / OUTDOOR ADVERTISEMENT
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Kumaon Brand Guidelines
5 BRAND IN USE / STATIONARY
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Kumaon Brand Guidelines
5 BRAND IN USE / STATIONARY AND SCARF
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Kumaon Brand Guidelines
5 BRAND IN USE / STATIONARY
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Kumaon Brand Guidelines
5 BRAND IN USE / KUMAON BOOKLET
5
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Kumaon Brand Guidelines
Kumaon