BrAnd GUIDELINES
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ContentS
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Our Values
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Our Tone of Voice
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Visual Identity
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Photography
logo application colour palette tagline typefaces stationery examples
“People don't buy what you do; they buy why you do it. And what you do simply proves what you believe� - Simon Sinek
Why is this brand MANUAL needed? We believe that good communication can inspire people to change the world. Through the Centre for Imagination's media channels, we can share some practices, projects, stories, and how Woodstock students are taking action to solve some of the world's problems. This manual is a guide for the imagineers to be inspired and create very creative communication and spread the news about the CFI.
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OUR VAlueS
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The Centre for Imagination exists to empower young people to successfully navigate the global, systemic challenges ahead, by showing them the complexity of the world they inhabit, and encouraging them to take responsibility for shaping their future. We imagine new ways of learning. We inspire new paths of action. We incubate new initiatives. Imagine with us a new world�.
Values Communication Collaboration Creativity Critical Thinking Cultivate curiosity Ecological wholeness
Empathy Relationship Resilience Social Justice Sense of Community Systems Thinking
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OUR Tone Of VOICE
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Purpose Content and communication from our brand should be always personal, empowering and inspiring. When it is possible, share real stories about the students, e.g.: how they are taking action to solve problems or what are their expectations for life. Always try to keep the framework "Why", "How" and "What" in all the communication materials. For external communication avoid using "CFI" as much as possible.
Tone Personal Simple Friendly Humble Honest
Inspiring Motivational Empowering Confident Informative
Quotes Quotes are a good way to engage our audience and also express our values and ideas. They have to be inspirational and not common, cliche quotes. 7
ViSUAL IdenTITY
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Logo Application primary logo application In order to build the brand, when it is possible, always prioritize this version.
clear space Preserve minimal clear space indicated by the "X" on all sides--1/11th of the total height of the logo and the same height as the CFI lettering.
X
11X
X
X
1X = 1/11 1X = CFI’s lettering height 9
minimum size
30mm
colour applications
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Colour Palette Green is the primary colour. Red and Yellow are secondary colours. And Gray is used for text.
Green C: 63 M: 51 Y: 100 K: 49 R: 77 G: 75 B: 27
Red C: 27 M: 96 Y: 100 K: 29 R: 146 G: 34 B: 20
Yellow C: 7 M: 27 Y: 82 K: 0 R: 237 G: 187 B: 64
Gray C: 0 M: 0 Y: 0 K: 90 R: 60 G: 60 B: 59
Tagline A short definition that helps the target audience understand what the Centre for Imagination is for. Taglines should be short and memorable.
A catalyst for change
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Typefaces headline Nouveau is used for headlines, titles and quotes for Social Media. Recommended to use upper case for the letters “A” and “S” so as not to compromise the reading experience.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! "
body text Myriad Pro is the body text. It can be used in all its forms.
regular
italic
semibold
bold
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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! " ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! " ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! " ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?! "
Stationery Examples BUSINESS
Card
LETTER-
head
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PhotogrAphy
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Photography When it is possible, always use photos of Woodstock's students. Choose an outdoor background and try to add "natural" elements in the shooting. Use the "frame" (graphic element) to reinforce the brand identity. Remember to always credit the photographer.
An example of a post on Social Media using the "frame" and the Nouveau font.
An example of a picture used in the brochure with some students.
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Woodstock School
Mussoorie, Uttarakhand, INDIA www.woodstockschool.in
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