Identity Manual
Imp.
This manual must be used as guidance for all forms of communications related to the brand. Examples given here are for illustrative purposes only.
Contents What is BPNI? Our Mission & Vision Why a Visual Identity System? The Brand Voice Here’s Our Identity Logo Color Palette Typography Photography Applications : Print Applications : Screen Applications : Product Legal Copyrights
What is BPNI? BPNI is a registered, independent, non-profit, national organization that works towards protecting, promoting and supporting breastfeeding and appropriate complementary feeding of infants & young children.
BPNI believes that breastfeeding is the right of all mothers and children. BPNI works through advocacy, social mobilization, information sharing, education, research, training and monitoring the company compliance with the IMS Act.
Our Mission & Vision Mission To empower all women to exclusively breastfeed their children for the first six months of age, and continue breastfeeding for at least two years, along with adequate and appropriate complementary feeding, starting at six months.
Vision Optimal infant and young child feeding is established as a societal norm in all communities, in the best interest of the child & to ensure the best possible start of life to every child as foundation for fulfilment of every child’s right to survival, growth, development, protection and participation without discrimination.
Why a Visual Identity System? Research confirms that a clear and consistent identity helps build and maintain reputation. Regularly used graphic symbols can convey and reinforce the strengths of an institution.
This is as true for BPNI as it is for other non-profit organisations. A strong visual identity can enhance BPNI’s ability to recruit voluteers, health workers; to engage the govt.; and to attract external support.
To take advantage of this potential, the organisation developed a visual identity system that effectively links our efforts in various sectors with the name “BPNI”—a strong asset we all proudly share.
Every member of the BPNI family plays an important role in bringing this cohesive identity to life and in maintaining its integrity by applying it consistently throughout all communications, including in print, display, and other electronic formats.
The Brand Voice The concept of voice refers to how a brand speaks. The tone it takes when it interacts with an audience. Typography and typefaces are key visual elements of developing an appropriate tone. Others being style of copy, event marketing and placement and many more.
Here’s Our Identity The following slides contain the complete Identity system for the Breastfeeding Promotion Network of India. These guidelines must be adopted to preserve the intergrity of the identity in any form of communications.
This is the main identity mark for the Breastfeeding Promotion Network of India i.e. BPNI. The identity may be used in all official and promotional communications developed for BPNI. The usage must follow the guidelines specified in the following pages.
Logo Main
This is the main visual mark for BPNI. It may be used in a limited fashion for promotional and advertorial campaigns. For all official communication, however, the main Identity Mark must be used. This may include communications towards Govt. entities and international partners.
Logo Visual
This is the vertical option for the BPNI Identity. The identity must include the tagline ‘ Breastfeeding saves lives’ along with the title.
Logo Vertical
This is the horizontal option for the BPNI Identity. This identity must be used sparingly, only in case of space restrictions.
Logo Horizontal
In case of space and size restrictions, the above illustrated Identity must be used. The Identity does not carry the tagline ‘Breastfeeding Saves Lives’ and so reduction is possible to a greater extent.
Logo Secondary
x x
x x
This is the vertical option for the BPNI Identity. The visual specifies the clear space requirements when the identity is used. in communications. The blue space is equal to ‘x’ which is the height of the letter ‘n’ of the text.
Logo Print
x x
x
x
This is the Horizontal option for the BPNI Identity. The visual specifies the clear space requirements when the identity is used. in communications. The blue space is equal to ‘x’ which is equal to the height of the letter ‘n’ of the text.
Logo Print
40px
40px
150px
This is the clear space requirement specification for web and other electronic applications. The space must be taken in proportion to the measurements given here. The minimum size for electronic use is 150pixels width.
Logo Electronic
30px
30px
250px
This is the clear space requirement specification for web and other electronic applications. The space must be taken in proportion to the measurements given here. The minimum size for electronic use is 250pixels width.
Logo Electronic
a
c
b
d
The given are examples of unacceptable uses of the BPNI Identity. a. Do not distort any portion of the logotype/signature. b. Do not crop any portion of the logotype/signature. c. Do not tilt the logotype/signature. d. Do not rotate the logotype/signature.
Logo Unacceptable
e
g
f
h
The given are examples of unacceptable uses of the BPNI Identity. e. Do not rearrange components in the signature. f. Do not alter the relative size of the components. g. Do not alter the typeface of the logotype. h. Do not add a drop shadow to any part of the identity.
Logo Unacceptable
Color Palette Colors are critical to building the brand’s image, just as logos are important for the same reason. Color is an important consideration in our brand identity system.
Colors have a significant impact on people’s emotional state. They also have been shown to impact people’s ability to concentrate and learn. They have a wide variety of specific mental associations. In fact, the effects are physiological, psychological, and sociological.
Four Color Process
Web/ Video Usage
C 20 M 85 Y 100 K 0
# B84626 R184 G70 B38
Tint of Black : K 90
# 414042 R65 G64 B66
C0M0 Y 0 K 100
# 000000 R0 G0 B0
The primary color palette is used in the main identity. The preferred color treatment for the BPNI identity is shown here. The primary colors must be used in all BPNI communications.
Color
Primary Palette
Four Color Process
Web/ Video Usage
C 25 M 90 Y 100 K 60
# 611801 R97 G24 B1
C 100 M 80 Y 50 K 20
# 17405C R23 G64 B92
C 70 M 50 Y 100 K 25
# 525F2F R82 G95 B47
C 20 M 50 Y 90 K 25
# A26E2D R162 G110 B45
A supplementary set of colors has been selected to complement the primary color palette. The colors shown in this supplementary palette are recommended for general use, but the user is not limited to only these colors.
Color Secondary Palette
a
b
The BPNI identity is available in various combinations of the primary color palette for applications utilizing different printing methods. a. Four-color reproduction in white background b. Reversed Four-color reproduction in black background
Color Four Color Reproduction
a
b
Displayed on this page are examples of acceptable two-color presentations. a. Two-color reproduction on white background b. Two-color reproduction on black background
Color Two Color Reproduction
a
b
Displayed on this page are examples of acceptable presentations of the identity. a. Version black / reversed white b. Version greyscale on light/dark background
Color Greyscale
a
b
Displayed on this page are examples of acceptable presentations of the identity. In case of a light colored background, full color version must be used. In case of a dark colored background, the reversed white version must be used.
Color Variations
Typography The choice of the most suitable typeface for a brand will say a lot about how an organisation is seen. The typeface shows the personality of the brand, whether modern or traditional, corporate or underground, and a professional, good solid typeface used consistently in a company’s branding material shows credibility.
Avant Garde is a geometric sans serif type, reminiscent of the work from the 1920s German Bauhaus movement. Designed by Herb Lubalin and Tom Carnase, it is based on Lubalin’s logo for Avant Garde magazine. The letterforms, composed of perfect circles, is ideal for headlines and short texts. The title is written in lowercase to lend modernity and softness to the logo.
Typography Primary Typeface
DIN (Deutsches Institut f端r Normung) was designed in 1936 by the German Standard Committee as the standard font for the areas of technology, traffic, administration and business. DIN Medium Alternate is a sans-serif font with high legibility. The typeface follows a very simple grid system and with a continuous stroke width.
Typography Primary Typeface
Typography Arial is a widely used Web font. Arial is the primary typeface for web usage and must be used where required.
Primary Web Typeface
Typography Trebuchet is a popular font for web purposes. It reflects the qualities of the organisation and hence is ideal for web usage.
Primary Web Typeface
Photography Photography is an integral part of the identity of the organisation. Photographs are visual cues that convey the mood and message of the organisation’s communications in an effective and appealing manner.
The visual language of all communications strives to emphasis on the intimate relationship between the child and its mother/father. The visuals must evoke a sense of safety and caring that is felt for the baby. The photographs must, in essence, be a moment of tenderness captured. The photographs must be from a different angle or perspective, rather than a straight-forward shot. The visuals provided here are for reference purposes. Appropriate images according to the needs of the communication material must be carefully chosen to create an impact.
Photography Visual Language
Print Applications The primary usage of the Identity is in print applications such as stationery, communication collaterals as well as advertising materials. The suggested usage of the Identity is illustrated in the following slides. For specific usage, the committee can be contacted for clarifications.
The corporate stationery is the primary print medium through which the organisation conducts communications. It comprises of the Letterhead, Visiting Card as well as the Envelope.
Print Corporate Stationery
Vertical Orientation Dimensions : 90x50mm
Print Visiting Card
Dimensions : A4 210x297mm
Print LetterHead
Dimensions : 220x110mm
Print Envelope
Dimensions : 220x110mm
Print Window Envelope
Print CD + Cover
Vertical Orientation Dimensions : 90x50mm
Print Volunteer Card
Dimensions : 70x150mm
Print Memo Pad
Screen Applications Screen applications include the online presence of BPNI at www.bpni.org. Also, some possible screen applications such as Web banners have also been specified. These applications are indicative of possible uses and help to adhere to the brand personality of BPNI.
This is an example of a possible Web Banner which specifies the orientation and placement of the Identity mark as well as the curvilinear visual element.
Screen Web Banner
This is a possible placement of the Identity mark for Electronic App usage. Here, the identity is used as the visual form without the Logotype.
Screen Electronic App Symbol
This is an example of a possible Electronic Ad space which specifies the orientation and placement of the Identity mark as well as the curvilinear visual element.
Screen Ad space
Product Applications The BPNI Identity may be used in products and merchandise such as educational materials and training manuals for Health care workers. Here, the identity and its components must be used within the specified guidelines for print as well as electronic formats.
Legal
The BPNI Identity has been developed after extensive market research. The Identity and its constituent symbols must be used at all times to represent BPNI in all matters of communication.
Copyrights The identity developed herewith for the Breastfeeding Promotion Network of India is the copyright of the BPNI organisation and its board of memebers.
Thank You.