Brand Guidelines 1.0
Contents Introduction Our identity The logo Space Placement Size Colours Dos and Don’ts Typography Logotype Typeface Colours
Welcome to the Amara brand guidelines. These guidelines exist to encourage consistency across all communication that bears our name. Our brand identity comprises more than just our logo. It also encompasses our design philosophy, including colours, typefaces and core elements that make up our distinct and recognisable image. What we say is just as important as how we say it. Amara has a distinct tone of voice developed to speak specifically to our consumers. It is necessary to keep our tone of voice in mind at all times - natural, earthy and sophisticated yet playful!
Who we are Amara is one of the first brands to introduce indigenous organic age-defying products into the skin care market. We are therefore pioneers in this segment, and fancy ourselves a fountain of youth to Indian women. Amara has recently developed a range of skin care products containing Sea Buckthorn extracts. Sea Buckthorn has many benefits for skin, the primary being age-defying and moisturising. Amara has strong values and a deep commitment to the land that we thrive on. We try to protect our environment through our distinct sustainable methods of ingredient sourcing, extraction and packaging. While we sell age defying solutions, we recognise and promote health over age. And finally we support and promote the organic movement.
Our identity The logo
The logo Amara means eternal beauty that is unfading and timeless. The logo uses the infinity symbol, with a natural twist to imply the meaning of the name, and to create an identity based on the two main tenets of the product - organic and age defying. The logo has two components the symbol and the logotype. The symbol further consists of an infinity and two leaves.
Symbol Logo Logotype
Space
25% clear space
Our logo looks best when it has its personal space. We recommend at least 25% of the logo height to always be maintained on all sides around the logo as clear space - free of type, graphics and any other elements - to reduce visual clutter and maintain visibility. The logotype typography has been carefully spaced and must not be altered in any way. The space between the symbol and logotype is also sacred and must be left as is.
Symbol and logotype spacing
Placement
Corner positions
Corner positions
We prefer our logo not to be placed right in the middle of any layout. The recommended placement for any format - landscape or vertical - is in the corner positions or center aligned on the left or right.
Center positions Center positions
Size
Scaling the logo up to any size is permitted, keeping the ratio and spacing intact.
150 px 75 px
Although ours is a fairly simple logo, it is not advisable to scale it down to a size smaller than 75 pixels high and 150 pixels wide. Should there be a need to do so, using the symbol without the logotype is permissable and recommended, so as not to compromise on legibility.
Using the symbol on its own
Colours Our logo can only be used in the pre-approved colours in the combinations shown here. While using the logo in colour, follow any of these options. Options 1 and 2 are the primary logo colours, while options 3 and 4 are the secondary alternatives. The colour of the logotype and the leaves must always be the same and in a darker hue than the infinity.
PMS 730
PMS 466
PMS 1365
1
2
3
4
PMS 1535
Colours When using the logo in grayscale, follow options 5 or 6. When using the logo on a background, like in option 7, preferably use a lighter background. The logo can also be used in reverse - white on black, as in option 8.
5
6
7
8
Dos and Don’ts
Don’t change the ratio of elements in the logo
Don’t stretch the logo
Don’t rearrange the elements of the logo
Don’t rotate the logo
Don’t add a drop shadow
You may use the infinity symbol as a pattern, in a tasteful manner
To maintain the integrity of the logo, it is important that it not be misused in any way. Consistency helps strengthen our brand image. Here are some basic rules to follow when using the logo.
Our identity Typography
Logotype Our logo typeface has been specially designed for the logo, and is not meant for long copy. Hence its replication must not be attempted for use in any headlines, titles or body copy. This is integral to maintaining the sanctity and uniqueness of the logo. Do not use any part of the logotype in any other capacity.
Typeface Gotham Rounded is the typeface we have chosen for use in all communication - print and web. We use this typeface in two weights - medium and light. Leading should be set at 20% of the type size. We use this typeface because it resonates with our distinct tone of voice - sophisticated yet playful. It is simple, clear and legible, just the way we want.
Rounded Clear Simple Classic Sophisticated Playful
Typeface Gotham Rounded is designed and distributed by New York type foundry Hoefler and Frere-Jones and can be purchased directly. Gotham Rounded Medium is used for headlines and titles.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 -&?!”#@*+(.,)
Gotham Rounded Light is used for all standard body copy.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 -&?!”#@*+(.,)
Our identity Colours
Colours There are four regulation colours that can be used for graphic elements, including lines, arrows and patterns. These are the same regulation colours that are available for the various versions of the logo. Stick to the three primary colours as far as possible and use the secondary alternative only if necessary. Contrast is important, so make sure to choose colours wisely when designing any piece of communication.
Regulation colours
Primary colours
PMS 730
PMS 1365
Secondary colour
PMS 1535
PMS 466