Speak Art
Table of Contents A list of the information provided within this Brand Manual.
01
05
09
About The Hippogriff.
Brand Characteristics.
About Our Users.
-The Concept -Our Story
-Tone Of Voice -Brand Behaviour
-Target Audience -Persona Study
15
23
27
The Brandmark.
Colour Palette.
Font Usage.
-Construction and how to use the brandmark.
-Jungle Green -White -Dark Gray
-Basic Title Font -Century Gothic -Amulhed
31 Mockups And Photography. -Products -Dimensions
41
47
Collaterals.
Types Of Artwork.
-Print Media -Specifications
-The artwork found at The Hippogriff
About The Hippogriff The concept 01
|
Nomenclature |
Brand Offerings
|
Our story
THE CONCEPT :
NOMENCLATURE :
Speak Art:
The Hippogriff is a mythological creature that has the front portion of an eagle and hind portion of a horse. It is a majestic, powerful, fast, and inspiring - Everything that is synonymous to the brand’s identity and that is why it has been chosen as a symbol of the brand and all that it represents. Further, in essence, the Hippogriff is an expression of art. It’s the representation of one’s imagination, exactly like the brand.
Everyone needs art. The Hippogriff brings together incredible artwork from various genres to you as printed everyday use products. Now, art is not just accessible; It’s affordable as well. To express oneself through art is oddly satisfying. The creative intelligence and visual dexterity expressed through the lush arrangement of colours and inked ideas are celebrated with our quality products.
BRAND OFFERINGS :
The Community: We are building a strong community of talented artists from around the world. We collaborate with distinguished individuals who create unique hand drawn, oil painted, illustrated, photographed works of art that are then mocked up and displayed as their own products. The best part? Every sale helps pay an artist!
The company primarily deals with licensed artwork, printed on various types of merchandise. Based in India, the company uses top-notch facilities and equipment to get a manufacturing edge as well as bringing a sense of authenticity to the final customer when they receive the product. The company firmly believes in superior service, state of the art craftsmanship and bringing something fresh to the table with new age designs.
The Canvas: The vision is to make individuals identify themselves with art. We want to print, paint and cover as many articles or products possible with exceptional artwork created by more and more artists. The Hippogriff is home for all future artists and their creations.
02
Our Story As described by Allen George, Founder, The Hippogriff 03
I wondered why content and designs these days are
“The Hippogriff” Thought to action.
dumbed down for the people and why they were produced and sold without any thought put into any of them. At the same time independent artists and illustrators filled me with awe with the kind of artwork I was witnessing on social media. I knew right there that combining these two segments would fill the gap I was dying to come out of. The idea was to take a painting of a wall, a gallery exhibition, an illustrator art board or a standard sketchbook and put it on everyday products. If a person wanted to wear a T-shirt, they should have an option of sporting an artwork made with hours of dedication and priceless grey matter that a
“ Early 2015, I had the urge to start something of my own.
talented artist somewhere across the globe has conjured
Being and avid online shopper myself, I had a certain
skillfully. I wanted to help budding artists get as many eyes
attraction the market present then, speaking with the
and pay them for their contribution to my venture. At the
context of India. The idea at this time was rudimental and
same time I wanted to offer a choice to the people to
borderline amateur. I had to hop from one website to
consume better content. Quoting Steve Jobs, “Be a
another to find things I really liked, and even though that
yardstick of quality. Some people aren't used to an
itself was inconvenient I was gradually made aware of a
environment where excellence is expected”.
bigger gap. The content available at all these places were
I’m confident about where we are heading and even more
extremely basic, childish, repetitive and lacked intellect.
thrilled about giving art lovers what they want. “
04
Our Brand Character Tone of voice 05
|
Brand Behaviours
“Art doesn’t lie.� Nor do we!
Confident We combine knowledge, passion and technology to produce innovative and durable products. This makes us confident and upholds our integrity.
Hard working We do things differently. We have a small team who go beyond the ends of the earth to make things possible.
The world is changing fast. Demand for quality products at
Friendly
affordable rates is always a selling point. Buyers want more bang for their buck. The Hippogriff aims at giving them just
Artworks are known to provide warmth. There is a sense of
that. Quality products in terms of materials and print, at a
belonging at times. We thrive to provide that comfort our
very affordable cost! Following are our characteristic and
consumers are looking for. A friend on all your adventures.
tone of voice that set us apart.
06
Be bold Don’t be afraid to use our intricate logo and colour palette it’s what sets us apart from the crowd.
Be simple No fancy words or processes. Make it easy for the user to connect with our brand.
Be accessible The point of the e-commerce setup is to be accessible and functional. These two virtues can be considered our brand
How to speak
values.
Be curious
The Do’s
Always on the lookout for new and fresh talent to feature, new innovative products and most importantly, an open mind.
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Be complicated Don’t be beat about the bush. Be direct and straightforward. We are easy to understand.
Be like the rest Following every other brand in the segment does not make us stand out. Be different.
Be cold The aim is to make a customer want to come back and experience more of our products. Treat customers the way
How not to speak
you would treat them if they were purchasing original artwork.
Be stagnant
The Don’ts
Doing the same thing over has its limitations. Don’t set limitations for oneself.
08
About our users Target Audience 09
|
Persona Study
Who are our main consumers?
The target audience caters to all genders, in the age group of 18 to 26 years (+/-2 years). They fall within the middle / upper middle class and above. It will also cater to a niche audience that is interested in art and owning art - related products.
10
User Persona Study Fictional characters created to represent different user types that use a brand or product. 11
USER PERSONA STUDY : 1 Audience: School students | College students | Young Individuals
“Fan art on t-shirts is hyped. Wish I could get hold of some cool tees with photographs printed on instead.”
Young individuals make up a major chunk of the target audience. They are constantly on the lookout for something fresh, cool and trendy.
NATURE: Constantly engaged in e-commerce platforms.
making
purchases
online,
on
Aishwariya Patel, 22 Female Food and Tech Student
USERS PERSONAL CHARACTERISTICS: Young, fashionable, trendy, cool and “fitting in”.
FINANCIAL CHARACTERISTICS: Budgeted expenditure. Occasionally indulge in branded, quality products. Always on the lookout for discounts and budget deals.
Introducing Aishwariya; a young food and technology learner studying at Symbiosis, Pune. When she’s not busy working on college related projects, you will find her with her camera, exploring close by locations. Other hobbies she indulges in include playing the ukulele and trying out new places to eat. Tends to be a “people pleaser” and follows trends put out by her group of friends. Being a college student, she has access to a monthly allowance of 15,000 rupees, quarter of which is spent on shopping. Generally shops for apparel and accessories.
12
USER PERSONA STUDY : 2 Audience: Design Professionals | Artists
“Diana Alcala’s artwork is amazing. I’d definitely buy a laptop sleeve that has her art printed on it.”
The community of designers / artists who deal with art on a daily basis create a section of potential buyers for products put out by the brand.
NATURE: Intrigued by art and display a visible passion to collect art / art related products.
Nitin Kumbelkar, 31 Male Comic book Illustrator
USERS PERSONAL CHARACTERISTICS: Artistic, creative, bold, outspoken.
FINANCIAL CHARACTERISTICS: Can afford to indulge in original, one off pieces of art occasionally. Purchase of art related products / prints is a more frequent activity.
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Meet Nitin, a professional comic book illustrator and a great dancer amongst other things. Being drawn to work at Avakai Games, settling down in Mumbai seemed inevitable. Art never escapes him. Even when not at work, his mind wanders the world of art. He loves to own artsy accessories and goes street shopping to come across good buys. Bringing in 1,50,000 rupees a month, he feels comfortable spending on art but is always on the look out for something affordable. Online shopping isn’t thrilling because most of the art related products are generic.
USER PERSONA STUDY : 3
“I think a set of throw pillows with some pretty art would suit my sofa set. Wonder if I’ll find something nice online.”
Audience: Miscellaneous Group of people looking for something pretty. Tend to purchase products based purely on aesthetic appeal.
NATURE: No necessary bond to art / art Spontaneous at making purchases.
related
products.
USERS PERSONAL CHARACTERISTICS: May not be familiar with the monetary evaluation of art. No necessary understand of the effort put in / value of the artwork. Casual, spontaneous.
FINANCIAL CHARACTERISTICS: Purchasing power is present. Always on the lookout for value centric deals. Serious indulgence during sales.
Pooja Singh, 37 Female Receptionist at Novotel Pooja, a receptionist by profession is a fun loving person, young at heart. She loves to be surrounded by objects that are aesthetically appealing. She has no personal bond to art but likes to buy art related products at random. She loves to constantly decorate her home and buys lots of decor related products. Visits e-commerce websites frequently and constantly updates her wish list. Her husband does not mind her indulgence but advises her to spend frugally. Bringing in 75,000 rupees a month, she always looks for affordable purchases.
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The Brandmark; The Identity Our brandmark is a visual representation of our brand, used across different media. 15
A work of art in itself. Our Identity.
The identity designed for “The Hippogriff� works as an artwork itself. A variety of strokes combined with curved edges create the intricate Hippogriff form. The animal has been depicted in a majestic stance, beaming confidence. The identity spans across all collaterals and is to be used for web and print media.
16 08
Our Brandmark. Our brandmark consists of the Hippogriff illustration combined generally be used together.
Colours Palette: #2aae92
#ffffff
#414042
#221e1f
The Hippogriff symbol
with the distinct wordmark. They are a pair and should
Do’s: Use the symbol and wordmark together. Use the established colour palette.
Add colours to the colour palette. Alter the proportion of the brandmark. Alter the thickness of the symbol’s stroke. Alter the weight of the wordmark.
17
The Wordmark
Don’ts:
Minimum Printable Size: 2.5 cm X 2.7 cm
x
13x
Minimum Screen Size: 210 px X 230 px
Clear Space
10.5x 18
Our brandmark. Don’ts.
The following pages showcase how NOT to use The Hippogriff logo. The logo has been designed for use in a particular manner. Violating these rules leads to a design that does not connect with the brand. 1. DO NOT FLIP THE LOGO. 19
2. DO NOT SKEW THE LOGO.
3. DO NOT USE GRADIENTS IN THE LOGO. 20
4. DO NOT APPLY ANY EFFECTS TO THE LOGO. 21
5. DO NOT ALTER THE STROKE THICKNESS.
6. DO NOT ALTER THE DETAILS WITHIN THE LOGO.
7. DO NOT PLACE THE LOGO BELOW THE LOGO TYPE. 22 22
Colour Palette Colour Specifications and Symbolisation 23
| Do’s and Don’ts
HEX: #2CAF93 R : 42 G : 175 B : 147 C : 75 M : 6 K : 54 Y : 0
Frugal | Subtle | Soothing | Unique The color teal, a mix between blue and green, represents open communication and clarity of thought.
“Jungle Green” Young, Wild and Free
According to color psychology, the color blue expresses calm, gentle, serene feelings, while green symbolizes growth, strength and spirit. Teal or jungle green helps with decision-making as it provides aid for clear and concise thinking. It also heightens levels of creativity and sensitivity. The colour has been used because of its simplicity that doesn’t over power any of the artwork and is suitable for long viewing durations.
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HEX: #FFFFFF R : 225 G : 225 B : 225 C:0 M:0 K:0 Y:0
Positive | Clean | Sincere | Brilliant
White, an inherently positive colour, is associated with innocence, light, goodness, brilliance, illumination, understanding, cleanliness, possibility, humility, sincerity, protection, softness, purity, light and perfection.
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“White�
The color of snow, white is often used to represent coolness and simplicity. Helps clear emotional clutter and silence the inner critic.
Clean, stark, simple
The color white affects the mind and body by aiding in mental clarity, promoting feelings of fresh beginnings and renewal, assisting in cleansing, clearing obstacles and clutter, and encouraging the purification of thoughts and actions.
HEX: #424142 R : 66 G : 65 B : 66 C : 68 M : 62 K : 58 Y : 46
Neutral |Formal | Practical |Timeless Gray is a cool, neutral, and balanced color. The color gray is an emotionless, yet moody color that is typically associated with meanings that are formal, conservative, and sophisticated.
“Dark Gray� Contrasting yet subtle
The color gray is a timeless and practical color. Dark, charcoal gray communicates some of the strength and mystery of black. It is a sophisticated color that lack the negativity of the color black. The colour is professional and ever-lasting. It is neutral, clear, practical and legible.
26
Font Usage Basic Title Font 27
| Century Gothic
|
Amulhed
The Basic Title font, created by Przemyslaw Hoffer is a beautiful, clean and elegant sans serif font. The font has been used for print and digital media.
Leading: Auto Tracking: 25
Basic Title Font. Primary Typeface
A B
C
D
E
F
G
H
K
L
M
N
O
P
Q
T
U
V
W
X
Y
Z
1
2
3
4
5
6
7
I R
8
J S
9
0
28
Century Gothic is a renowned geometric sans-serif typeface released by Monotype Imaging in 1991. It is strongly influenced by Futura, but has a higher x-height. The font has been used for print and digital media.
Leading: 0.25 X Font Size Tracking: 25 - 50
AB C D E F G H I J K L M N O P Q R S
Century Gothic.
T U V W X Y Z ab c d e f g h i j k l m n o p q r s
Secondary Typeface 29
t u v w x y z 1 2 3 4 5 6 7 8 9 0
Amulhed Brush is a smooth hand marker script font. It represents the modern style marker. The roughness around the strokes adds beauty and makes it look raw and handcrafted.
Leading: 0.25 X Font Size Tracking: 10 - 25
Speak
Amulhed. Tag Line Typeface
Art
30
Mock-ups and Mock-up Photography Products 31
| Specifications
| Mock-upPhotography
Notebooks. Notebook Sizes: 5”X7”, 85 pages
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Screen Resolution: 72 ppi
Printing Area: Front cover
32
Throw Pillows. Pillow Sizes: 13”X13” / 16”X16”
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Screen Resolution: 72 ppi
Printing Area: Front and back excluding zipper
33
Tote Bags. Bag Sizes: 15�
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Screen Resolution: 72 ppi
Printing Area: Front and back excluding strap
23
34
Phone Covers. Cover Sizes: Various device models
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Screen Resolution: 72 ppi
Printing Area: Complete outer surface
35
Laptop Sleeves. Sizes: 13” and 15”
Photography: Front View Minimum clear view Emphasis on illustration Vertical and Horizontal Orientation
Background: White HEX: #FFFFFF
Screen Resolution: 72 ppi
Printing Area: Front and back excluding zipper
36
Tee-Shirts. Sizes: XS, S, M, L, XL (Male)
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Colours: Red, Gray, Black, White
Screen Resolution: 72 ppi
Printing Area: A4 size area on torso 37
Tee-Shirts. Sizes: XS, S, M, L, XL (Female)
Photography: Front View Minimum clear view Emphasis on illustration
Background: White HEX: #FFFFFF
Colours: Pink, Teal, Navy Blue, Black, White
Screen Resolution: 72 ppi
Printing Area: A4 size area on torso 38
Posters. Sizes and Printing Area: A2, A3, A4, A5 leaving 1� border on all sides.
Photography: Front View Minimum clear view Emphasis on illustration
Background: Vertical: White HEX: #FFFFFF Horizontal: Place on Mock Up with wall texture background
Screen Resolution: 72 ppi
39
Mugs. Sizes: S,L
Photography: Front View Minimum clear view Emphasis on illustration
Background: Photo-shoot style gradient
Screen Resolution: 72 ppi
Printing Area: Front, back and side excluding handle
40
Collaterals VIsiting Card 41
| Letterhead
|
ID-Card
|
Bill Book
|
Tags
Visiting Card : Size : 3.5” X 2” Font : Basic Title Font (Name) Century Gothic (Copy) 42
Letterhead : Size : A4 Font : Century Gothic (Body)
43
ID Card : Size : 2 5/16� X 3 1/2" Font : Century Gothic (Body)
44
Bill Book : Size : A4 Font : Century Gothic (Body)
45
Tags : Size : 3.5” X 2” Font : Century Gothic (Body)
46
Types Of Artwork A summary on the types of artwork found at The Hippogriff 47
44
Zentangles. Zentangle is an eatsy to learn method of creating beautiful images from repetitive patterns. It is a fascinating new art form that is fun and relaxing. It increases focus and creativity. Zentangles provide artistic satisfaction. Maria Thomas and Rick Roberts' Zentangles: A Worldwide Phenomenon. Maria Thomas and Rick Roberts, the inventors of Zentangle. Just nine short years ago, a new and unique art form was created right here in Central Massachusetts.
48
Digital Painting. Digital painting is a method of creating an art object (painting) digitally. As a technique, it refers to a computer graphics software like photoshop that uses a virtual canvas and virtual painting box of brushes, colors and other supplies. The artist uses painting techniques to create the digital painting directly on the computer. All digital painting programs try to mimic the use of physical media through various brushes and paint effects. Brushes styled to represent the traditional style like oils, acrylics, pastels, charcoal, pen and even media such as airbrushing.
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32
Double Exposure. Double exposure is a photo- graphic technique in which two images (or more) are captured and combined into a single image. Also known as Multiple Exposure in cinematography and photography, a multiple exposure is the superimposition of two or more exposures (multiple) to create a single image. Double exposure has a corresponding meaning in respect of two images. The exposure values may or may not be identical to each other.
50
Fan Art. Fan art are artworks created by fans of a work of fiction (generally visual media such as comics, film, movies, television shows, books or video games) and derived from a series character or other aspect of that work. In addition to traditional paintings and drawings, fan artists may also create avatars, graphic designs or web-based animations, as well as photo collages, posters, artistic representations of quotes from a work or artistic representations of characters in new contexts or in contexts that are in keeping with the original series.
51
Illustration. An illustration is a decoration, interpretation / visual explanation of a text, concept or process, designed for integration in published media, such as posters, flyers, magazines, books, teaching materials, animations, films and video games. Various styles and techniques can be used to product visually different illustrations.
52
Stippling. Stippling is the creation of a pattern simulating varying degrees of solidity or shading by using small dots. In a drawing or painting, the dots are made of pigment of a single colour, applied with a pen or brush; the denser the dots, the darker the apparent shade—or lighter, if the pigment is lighter than the surface. This is similar to—but distinct from—pointillism, which uses dots of different colours to simulate blended colours.
53
Geometric. Geometric abstraction is a form of abstract art based on the use of geometric forms sometimes. Geometric abstraction is present among many cultures throughout history both as decorative motifs and as art pieces themselves. Islamic art, in its prohibition of depicting religious figures, is a prime example of this geometric pattern-based art.
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The information herein is for informational purposes only and represents the current view of The Hippogriff as of the date of its completion.
Designed By Arjun Parikh | parikh.arjun@gmail.com