Mehfooz- Brand Identity Project Manual

Brand Manual Design and brand guidelines

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Contents

iv i

Visual Application.......................................................................5

Introduction.........................................................................5 a

ii

Stationery.....................................................................................15

Brand Concept....................................................................7 Business card.....................................................................16

iii

Logo Design.........................................................................9 Letterhead............................................................................17

a

Logo Proportion.............................................................10 DL Envelope.........................................................................18

b

Logo Colour........................................................................11 A4 Envelope.........................................................................19

c d

Logo Typeface.................................................................12

b

Collaterals....................................................................................20

c

Environmental Graphics......................................................21

Incorrect Logo Usage..................................................13

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i. Introduction What is FGM? Female genital mutilation (FGM), also known as female genital cutting and female circumcision, is the ritual cutting or removal of some or all of the external female genitalia. Typically carried out by a traditional circumciser or a midwife using a blade, FGM is conducted anywhere from days after birth to puberty and beyond.

They include removal of the clitoral hood and clitoral glans; removal of the inner labia; and removal of the inner and outer labia and closure of

the vulva. In this last procedure, known as infibulation, a small hole is left for the passage of urine and menstrual fluid; the vagina is opened for intercourse and opened further for childbirth.

The practice is rooted in gender inequality, attempts to control women’s sexuality, and ideas about purity, modesty and beauty. It is usually initiated and carried out by women, who see it as a source of honour and fear that failing to have their daughters and granddaughters cut will expose the girls to social exclusion.

FGM in India The cruel practice of female genital cutting or female genital mutilation (FGM) is not happening only in far away Africa. It’s not just being practised in tribal societies. Young girls aged six and seven from a particular community are regularly being cut right here, in India. Mumbai abounds with untrained midwives who continue to scar young girls from the Bohra community, a Shia sub sect.

For long, FGM or khatna as the Bohras call it remained a well-kept secret, a taboo, a subject never to be discussed.

The beliefs that the clitoral head is ‘unwanted skin’, that it is a ‘source of sin’ that will make them ‘stray’ out of their marriages are reasons that lie at the heart of a practice that predates Islam but thrives amongst Bohras.

Even if the community is considered to be educated, progressive and modern, there is no openness about the issue. The abuse leaves women physically, psychologically, sexually damaged and scarred for life.

Types of FGM

Type I Clitoridectomy

Type II Excision

Type III Infibulation

image courtesy: www.endfgm.eu

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ii. Brand Concept

Mehfooz is an ngo which strives to eradicate the practice of FGM in India.

Principles and qualities of the brand Ideologies of the NGO To stop the practice

Freedom

Voice

Hope

Vision

Care

Support

Liberation

Purpose

Fight

To make FGM illegal and a punishable offence To make people aware about this practice To remove the secrecy and the taboo around it To make women speak up To spark a conversation To bring back their lost rights To make the mothers and the practitioners aware about the repercussions of FGM

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iii. Logo Design

The symbol in the logo features an abstract shape of a flower bud and a feminine body enclosed within. The purpose was to show a sense of protection along with growth. The feminity can be felt from the use of organic lines and the logo color. The primary logo is to be used for all digital and print purposes. If the primary logo can’t be used for applications like badges, stamps or such, then only the secondary logo should be used.

Primary logo

Secondary logo

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iii. Logo Design a. Logo Proportion

The proportions of the logo are in a ratio with respect to its width and height. Here ‘x’ is the basic unit of measurement.

The ratios of the logo should not be changed under any circumstance. The logo should also possess the minimum clearspace it requires and should not be adjusted by force.

Minimum clear space 10

iii. Logo Design b. Logo Colour

The logo is a two color logo. The purpose of choosing these two colors was that it brings out the strength of red as well as the calmnes of blue along with giving it a feminine touch. These colours also reflect compassion, senstivity, power and truth. The logo also has a grayscale and a black variant.

Logo in colour

Logo in Grayscale

C : 57 M : 97 Y : 32 K : 17

R : 117 G : 40 B : 99

C :0 M:0 Y :0 K : 94

R : 15 G : 15 B : 15

C : 38 M : 86 Y :0 K :0

R : 165 G : 71 B : 154

C :0 M:0 Y :0 K : 62

R : 96 G : 96 B : 96

Logo in Black on White

C : 75 M : 68 Y : 67 K : 90

R:0 G:0 B:0

Logo in White on Black

C :0 M:0 Y :0 K :0

R : 255 G : 255 B : 255

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iii. Logo Design c. Logo Typeface

The primary typeface is Noto Serif which is used for the brand name, and Noto Sans is used for the tagline which belongs to the same family. For the brand name Noto Serif Regular is used. For the tagline Noto Sans Regular is used.

Noto Serif can also be used in headlines for other material of the brand whereas Noto Sans for body text.

2.15x Tracking : 45

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.85x

Noto Serif Regular

Noto Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

iii. Logo Design b. Incorrect Logo Usage

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iv. Visual Application a. Stationery

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iv. Visual Application Business Card 15 mm

13 mm

Back side

Business card size: 3.5 in by 2 in a. Back side Logo size: 56mm by 22 mm Distance from top 13 mm Distance from left 15 mm Border width 1.75 mm

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Front side

b. Front side Typeface used: Noto Sans Regular Text aligned in center vertically and horizontally Name 10 pt size Designation 8pt size Other information 8pt

iv. Visual Application Letterhead 20 mm

Letterhead size: 8.27x11.69 in Logo size: 47 mm by 18 mm Text size 9pt Typeface used: Noto Sans Regular Border width 5 mm Distance from top 20 mm Logo aligned in the center Distance from bottom 15 mm Bottom information distance 45 mm from left Bottom information distance 45 mm from right

15 mm

45 mm

45 mm

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iv. Visual Application DL Envelope

15 mm

15 mm

10 mm 15 mm

Front side

Envelope size: 110mm x 220 mm Distance from top 15 mm Distance from left 15 mm Distance from bottom 10 mm Text size 10 pt Typeface used: Noto Sans Regular

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Back side

iv. Visual Application A4 envelope

15 mm

Envelope size: 229mm x 324mm Logo size: 47 mm by 18 mm Text size 10pt Typeface used: Noto Sans Regular Top and bottom border width 15 mm Distance from top border 15mm Distance from bottom border 15mm Distance from left 15mm

15 mm

15 mm

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iv. Visual Application b. Collaterals

Badges

T-shirts 20

ID cards

iv. Visual Application c. Environmental Graphics

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