Official IVS Style Guide Š 2014, Indus Valley School of Art and Architecture All Rights Reserved. Designed by Aziza Ahmad Produced by the Communication Design Department Printed and Bound in Karachi, Pakistan
Contents 1. IVS Insight 5 2. Vision 20/20 7 3. Visual Indentity 9 3.1. Logo 3.1.1. Dimensions 3.1.2. Colour Palette 3.1.3. Variations 3.2. Subsidiary Logos 3.2.1. Colour Palette 3.3. Principle Typefaces 3.4 Experimentation 4. How it Looks
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IVS Insight Look ahead
Indus Valley School of Art and Architecture, more affectionately known as IVS, is all about the visuals. It’s about clarity of sight, uniqueness of personal perspective, and visionary individuals. This institution looks for students and faculty who can see past the mundane, the average and ordinary, and seek out unusual angles of everyday design (and life) problems. Since being founded in 1990 by a group of professional architects, designers and artists who believed that Karachi was in critical need of a school of art and design excellence, IVS today has surpassed the limitations of the “professional” world and integrated itself into its heritage, community and culture to discover new insights with no near-sightedness. Indus Valley School of Art and Architecture is, therefore, dedicated to much more than producing technically competent artists, designers and architects. It strives to motivate and guide students to think, be curious, to keep themselves open to sources of experience and learning, to be politically aware and socially responsive and take an independent position, respecting knowledge and people of knowledge, with humility. We look ahead to a bright future.
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2
Vision 20/20 Let’s get this clear
The vision and mission at IVS is to impart education in art, design and architecture creating a culture of excellence in research and innovation, contributing towards a just and tolerant society and enable students to serve as instruments of positive change. Moreover, it is to broaden the mindsets of students and help them embrace the perspectives and mindsets of others while strongly working on and perfecting their own beliefs, values and ethics. Open-mindedness, fearlessness and determination are the qualities we wish to see each of our students to graduate with, ready to bring a change and make their personal mark on the world of art and design.
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3
Visual Identity Show and tell
The IVS Visual Identity follows a specific ideology concerning the visual abilities of an individual; these abilities being not only limited to the measurable acuity of vision but also the immeasurable uniqueness of an individual’s own personal vision. While this identity has been created using strict guidelines from pre-existing models which have served as inspiration, the identity is also here to inspire designers working with it and have them experiment with it in their own ways.
3.1 Main Logo
The IVS Logo consists of two equally important parts which relate a lot about the school’s identity and ideals. The logomark was designed by Zahoor -ul-Aknlaq and is a visceral representation of the school as the harmonized balance of the four elements of nature. The logotype, on the other hand, is less sentimental and more technical but something we like to show off just as much. In its entirety, the IVS logo represents a measure of one’s visual capabilities, aesthetic strengths, and clear-sightedness- not in simply literal tems however; sometimes, to see clearly one needs to blur their sight and IVS acknowledges that. The logo, therefore, conveys not only an emphasis on the need for its students to measure up to the greatest standards of art and design but also on the importance of every person’s unique viewpoint and personal visual and ethical standard which must be upheld. IVS Style Guide | 11
“
Logomark IVS is an institute of scholarship in the field of visual arts. The history of visual language within our heritage reflects dynamic continuity and a rich diversity of idiom. The elements drawn upon to symbolize the identity of the Indus Valley School of Art and Architecture are based on the primary sources of life. Water a symbol of knowledge, its acquisition and dissemination.
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Waves the symbol of the cyclical motion of life. Tree a symbol of the evolution and growth of thought and vision.
The geometric patterns of the symbol unify space in a rhythmic order; while the sculpted spaces symbolize the sky, the environment, and the limitlessness of human possibilities. Zahoor-ul-Akhlaq 1941-1999
”
Logotype The IVS Logotype is based on the globally standardised test for the measure of visual acuity, the Snellen Eye Chart.
Created by ophthalmologist Hermann Snellen in 1862, the Snellen Eye Chart is a design marvel. It was the first test of its kind to standardise the measurement of one’s eyesight. Today, it is the most sold poster in the United States. The Snellen Chart uses a typeface designed by Snellen himself for the purpose. Known as an “optotype”, this typeface was designed on a 5x5 grid with stroke width and gap width extended in comparison to the height in order to create greate white space around each character, making them easier to clearly identify.
However, the optotype has been updated several times since Snellen’s original design. Dr. John Green of St. Louis, who had done a fellowship with Snellen, proposed the use of a non-serif font and proportional spacing in just 1968, and this change was brought about in 1959 by Dr. Louise Sloan who designed the sans-serif Sloan letters which are used in most Snellen charts today and give results more comparable to similar tests designed for illiterate people. Sloan letters are the typeface used for the IVS Logotype. No other typeface is to be used.
SLOAN
LETTERS
ABCDEFGHIJKLMNOPQRSTUVWXYZ IVS Style Guide | 13
3.1.1 Dimensions
When recreating the logo, the dimensions are important to keep in mind in order to get the exact effect of a Snellen Eye Chart. The proportions of font size and spacing are based on standards of designing the Snellen Eye Chart. Distance (feet)
70
60
50
40
30
20
15
10
7
4
Letter height (mm)
31
27
22
18
13
9
7
4
3
2
Letter height (pt)
88
76
63
50
38
25
19
13
9
5
Font size (pt)
152
130
108 87
65
43
33
21
15
9
It is recommend, however, that you design the logo using the highlighted font sizes and with the specified spacing, as shown on the left, and then resize the entire image according to your needs. Spacing between the letterforms must be distributed equally in each line. While experimentation is encouraged by IVS, it is requested that the logo be recreated in the same font and spacing proportions as specified for the sake of consistency and in order to successfully share our visual message. There is no minimum or maximum size set for the logo. As we like to play with the idea of vision and sight, there are no restrictions to how small or large the logo is made as long as it is visible. Not all of the logotype (or any of it) needs to be readable if you wish to push it to that degree. For your convenience, the Sloan typeface and the complete logo can be downloaded from http://indusvalley.edu.pk/indentity-design-rsources
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3.1.2 Black
K 100%
R0 G0 B0
Red
M 100% Y 100%
R 237 G 28 B 36
Green
C 100% Y 100%
R0 G 166 B 81
The colour palette uses pure black, red and green, in accordance with the Snellen Eye Chart. The red design element in the logotype is an integral part of the colour logo. The green design element is secondary and used in instances of providing a further official title alongside the logotype. This is discussed further in Section 3.2.2. Other options of using the logo with and without colour and shown below.
Please use these as reference for logo application on light or dark backgrounds. These guidelines are suggestions, however, and you can play with the visibility and contrast of the logo as you wish. Just keep it interesting!
3.1.3 Variations
for use externally and internally with an additional title
for use internally when accompanied by a subsidiary logo
for use externally when accompanied by a subsidiary logo
For further assistance and examples, refer to Section 4. How it Looks
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Subsidiary Logos 3.2 Department Logos
The department logos are based on designs of the colour perception tests known as the Ishihara Tests. Designed in 1917 by Dr. Shinobu Ishihara, these multicoloured, dotted plates test colour blindness or deficiency. Each department has its own colour scheme with the logo and is designed in accordance to the equal spacing required between all dots and the colour palettes defined by existing Ishihara tests.
The department colour palettes and the dots can be and often are used as supporting design elements in items such as subsidiary department stationary. Since the Ishihara tests- and, therefore, the department logos- are designed very precisely, we ask you to not attempt to recreate the logos. Rather, you are requested to download the logos from http://indusvalley.edu.pk/identity-design-resources
Urdu Logotype The Urdu logotype is based on the same principles of the Snellen Eye Chart as seen in the main logo. The only difference is that we use a phonetic translation of the IVS acronym, for clearer identification. Since the Snellen Chart standards have not been clearly set for Urdu charts, we recommend that you do not attempt to recreate this logo. It is available for download at http://indusvalley.edu.pk/identity-design-resources
3.2.1
Colour Palette Communication Design R 124 G 194 B 66
C M Y K
57%
C M Y K
67% 27% 71% 9%
R G B
94 139 94
C M Y K
41% 18% 85%
R G B
161 175 82
C M Y K
9% 56% 51%
R G B
225 134 115
C M Y K
10% 20% 70%
R G B
230 196 104
C M Y K
15% 100%
R G B
254 210 8
C M Y K
49% 100%
R G B
237 147 34
C M Y K
78% 88%
R 222 G 91 B 53
100%
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3.3 Principal Typeface Since the IVS logotype is strong enough on its own to not require support from another official typeface, IVS does not have a required typeface that must be used in all its communication. However, for its official stationary, as well as this book, IVS uses LeMonde. While we like to play with size, legibility, readability and visibility in our designs, for important copy we try to use a font with a large x-height and wide, open counters for maxi-
LeMonde Livre Normal ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?><”;’,./[]{}
LeMonde Livre Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?><”;’,./[]{}
LeMonde Livre Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()?><”;’,./[]{}
3Experimentation .4
Since personal perspective holds great value in the IVS belief system, you are not restricted from bringing your own twist to elements of our logo design. However, whenever using an experimentational design of our design elements, include the real logo in an obvious location for consistency in branding.
Indus Valley School School Indus Indus Valley Valley School
Overlapping, blurring, patterning are all forms of experimentation with the design elements which achieve optical illusions of blurring or motion and fit in with the IVS visual identity. IVS Style Guide | 21
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How it Looks Watch us go
In Print Stationary
ST-33, Block-2, Scheme-5, Clifton, Karachi-75600, Pakistan
111-111-487
92-21-35861048
info@indusvalley.edu.pk
www.indusvalley.edu.pk
corporate letterhead for general use IVS Style Guide | 23
continuation sheet for general use
ST-33, Block-2, Scheme-5, Clifton, Karachi-75600, Pakistan
subsidiary letterhead for internal use
111-111-487
92-21-35861048
info@indusvalley.edu.pk
www.indusvalley.edu.pk
ST-33, Block-2, Scheme-5, Clifton, Karachi-75600, Pakistan
111-111-487
92-21-35861048
info@indusvalley.edu.pk
www.indusvalley.edu.pk
subsidiary letterhead for external use
continuation sheet for subsidiary letterhead IVS Style Guide | 25
UMAIR UMAIR SAEED SAEED UMAIR SAEED UMAIR SAEED registrar
ST-33, Block-2, Scheme 5, Clifton, Karachi-75600, Pakistan 111-111-487 Ext: 204 92-21-35861048 03333-2102401 umair.saeed@indusvalley.edu.pk www.indusvalley.edu.pk
business cards
ST-33, Block-2, Scheme-5, Clifton, Karachi-75600, Pakistan 111-111-487 92-21-35861048 info@indusvalley.edu.pk www.indusvalley.edu.pk
9” x 4” envelope
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5
View More Just eyeball it
Here are more examples of how the logo has been used in other mediums. We normally prefer a white background to our logo with a space of one â&#x20AC;&#x153;INDUSâ&#x20AC;? I-width around it. Usually we just estimate it to whatever looks good in the medium we are using and we recommend that to you, too, since the logo already looks enough like a Snellen eye chart to not require rigid rules for it to be closed into a box.
Communication Design Microsite http://communicationdesign.indusvalley.edu.pk
Wayfinding Signage
Communication Design Magazine
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