2018-19
Corporate Manual Atika Ajmera
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CONTENTS About the brand
1-2
Primary Logo
2-3
Secondary Logo
4-5
Unacceptable usage
6-7
Typography
8-9
Colour Palette
10-11
Colour Usage
12-13
Colour Space
14-15
Photo Background
16-17
Example Applications
18-19
ABOUT THE BRAND Shudh’s culture revolves around the “purity” of healthy foods, operations and visions. It ensures that Shudh follows a sound path of development, leads the development of dairy sector in an appropriate manner, and contributes to the well-being of people. With top quality products and services, we are committed to bringing nutrition, health, and vitality to the world. We are dedicated to supporting healthy lifestyles, championing industry best practices, and leading the industry’s development worldwide. With its focus on dairy and other healthy food products as well as services, Shudh is solidly rooted in Indian while looking toward the world. We pursue a strategy of innovation and internationalization and honor our core values of quality and accountability as we develop worldclass core competitive capabilities. We harvest the wisdom of the world where we observe it,and use quality resources where we find them,to better serve our customers and build one of the world’s most influential Indian brands.
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PRIMARY LOGO
Shudh’s primary logo is a simple circle with milk elements and wordmark. It has a playful, indian, retro 60s/70s vibe, and the handrawn style make it feel unique, creative and free spirited. The bold gives it a sense of simple yet efficiant to emphasize the active nature of the brand. Keeping the letterforms all in one height gives it structure and mimics the linearity of Shudh. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Shudh’s storefront, products, web presence, ads, anf other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applid with care and respect in every application according to these guidelines.
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MINIMUM SIZE The smallest the logo should be represented as 1.5’’ Flavoured milk
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SECONDARY LOGO
Shudh’s secondary badges can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use A as the profile picture if the primary logo is used for the header - it looks repititive and isn’t a good use of the brand elements. The symbol can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the ampersand could be ued as a profile picture on Instagram since the username will be adjacent to it in plain text.
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UNACCEPTABLE USAGE
A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you shoube NEVER ever consider using the logo.
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1.Don’t rotate the image.
2. Don’t squish or stretch
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Flavoured milk 3. Don’t place any elements in the logo clear space.
4. Don’t rearrange parts or create compositions that are not already provided.
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5. Don’t use logo variations next to the primary logo in the same design.
6. Don’t use off-brand colours. Referance the Colour Usage Section.
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The core of our purpose is to nourish people’s lives.
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and retro feel of the brand and should be used across all print and web application
GOTU Gotu has ben used for the logo.
MOODYROCK
MOODYROCK
Moodyrock has been used for the tagline.
ABCDEFGHIFKLMNOPQR STUVWXYZ
EBRIMA BOLD
EBRIMA BOLD
Use for headlines
ABCDEFGHIFKLMNO PQRSTUVWXYZ
EBRIMA REGULAR Use for headlines
EBRIMA BOLD
ABCDEFGHIFKLMNO 9 PQRSTUVWXYZ
COLOUR PALETTE
CREME CMYK: 2%, 0%, 38%,0% RGB: 251, 246, 177 LAB: 96,-6,33 HEX: #fbf6b1
Colour is an integral part of brand identity . Consistent use of the colour palette will not only reinforce the choesiveness of the brand, but colour also serves a psychological purpose by communicating a vertain feeling to your audience. The grey and creme colour palette is reminiscent of pastel colour trends. But more that that, the colour represent the values of Shudh. Grey represents simple yet functional feature of the brand while Creme represents the nature of the milk brand.
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CHARCOAL CMYK: 0%,0%,0%,80% RGB: 88,89,91 LAB: 38,0,-2 HEX: #58595b
COLOUR USAGE The colour usage for Shudh is fairly minimal. The logo will mostly be used in black or white against neautral backgrounds but can also be used as a solid black or white.
COLOUR SPACE To ensure legibility, always keep a minimum clear space around the logo. This space isolated the mark from any competing graphic elements like other logos or body copy that might conflict with , overcrowd, and lesson the impact of the mark. The minimum clear space should be 0.5-1cm. This minimum space should be maintained as the logo is proportionally resized.
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PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use eaither white or solid black background image. TIPS: 1. Photo with shallow depths-of-field work best. 2. Avoid busy images with too musch detial. 3. Applying a darker transparent overlay on an image helps makes text more readable.
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Atika Ajmera 8981084298/9903539467 atikaajmera@gmail.com