Kalir Dowat-Corporate Design Standard Manual

Corporate Design Standard Manual

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CONTENTS

• Introduction ------------------------------------------------------01 • Corporate Symbol ----------------------------------------------02 • Company Identifier --------------------------------------------03 • Un-acceptable uses of Logo --------------------------------04 • Corporate House Typeface ----------------------------------05 • Corporate Colors -----------------------------------------------06 • Corporate Stationery -----------------------------------------07 Letterhead

----------------------------------------08

Letterhead Continuation

------------------------09

Visiting Card ---------------------------------------10 Envelope --------------------------------------------11 Memo -----------------------------------------------12

Facsimile (external use)

--------------------------13

Facsimile (internal use)

--------------------------14

Invoice

----------------------------------------------15

• Mockups ----------------------------------------------------------16 Tags --------------------------------------------------16 Corporate Stationery Carry Bags Coffee Mugs

----------------------------17

----------------------------------------18 -------------------------------------19

INTRODUCTION

For any organization one of the key elements or most

valuable business assets is that the organization has its visual identity. Like all the corporate resources, it too needs care, attention & proper nurturing, to be able to see & show substantial results.

For an organization like ‘Kalir Dowat’, the activities are

many and diverse. This is a brand where the artist/illustrator himself runs his brand. The artist mainly works with different painting & sketching mediums, but keeping one thing in common i.e. the ink.

Whether be it a digital artwork or a traditional, the use of ink is always there.

The reason behind the name ‘Kalir Dowat’ (Bengali,of ‘ink

pot’) is that the artist is from Kolkata, he thought that there should be touch of his roots & place. So, he has chosen the name ‘Kalir Dowat’ for his brand. He even tries to keep an influence of Bengal art in his artworks.

The logotype is done by calligraphy, with a splash of ink

in the left top corner which emphasizes on a much pure feel of ink. Beside the Bengali logotype, same name has been written in English so that the brand will also be established to the people who are can not to read Bengali.

The color scheme has been chosen as black & white (white

paper itself), because usually black inks are used for artworks.

1

Corporate Logo

Ideally the logo must be used in this type & format only. No

non-proportional stretching should be done. This configuration is the ‘signature’ of the company, hence the relationship of the logo must be maintained strictly in its usage on any product or material.

The space between the symbol and logo must be maintained in the same ratio when reduced or enlarged. Only then can its integrity and recognition as a protected trademark be assumed.

2

Company Identifier

The combination of the company logotype creates the

company identifier. The proportion, alignment, the ratio of the space between the corporate symbol and the corporate logo, and the horizontal graphic elements must be strictly maintained when enlarged or reduced to ensure a consistency in the visual effect.

75 mm width 19 mm height

55 mm width 14 mm height

30 mm width 9 mm height

3

Un-acceptable Uses of Logo

Do not scale horizontally

Do not scale vertically

Do not rotate

Do not use outlines

4

Corporate House Typeface

Consistent use of type, whether alone or in combination

with visuals for applications such as corporate brochures, publicity material, etc., will over a period of time, establish a ‘house style’ for the organisation.

The typestyle selected for the organisation Kalir Dowat, is

the Frutiger family. Hence, for all typographical requirements, only Frutiger typeface is recommended for use.

Frutiger Bold

Frutiger Condesed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&?!ß$£() . , «» ° ˜ ` ´ ˆ —

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&?!ß$£() . , «» ° ˜ ` ´ ˆ —

Frutiger Bold Condesed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&?!ß$£() . , «» ° ˜ ` ´ ˆ —

Frutiger Light Condesed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&?!ß$£() . , «» ° ˜ ` ´ ˆ —

Frutiger Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890&?!ß$£() . , «» ° ˜ ` ´ ˆ —

5

Corporate Colors

Colour when used consistently, not only enhances the

aesthetic appeal of visual communications, it also underlines and reflects the strong values of the organisation’s visual identity. For correct matching of the black colour, the specified shade must be used. To ensure adherence to colour, it is recommended that no surface finish should be added .

COLOR CODES CMYK RGB Web

6

: C: 0 M: 0 Y: 0 K: 100 : R: 0 G: 0 B: 0 : #000000

Corporate Stationery

Stationery is a valuable means of projecting the corporate

identity of an organisation because communication takes place both internally and externally. As the functions of stationery are important, all the elements in it must be presented accurately.

The information included in each sample item of stationery must be carefully adhered to in order to achieve the greatest possible efficiency.

A standard format has been worked out for each item.

The different size requirements are related to one another through their common approach to typography, colour and other elements.

This will help to create a system which would be functional and precise. Guidelines which have been given, specific forms can be formatted as required. Additional stationery over and above the basic stationery should be worked out according to the standard grid provided in this Manual.

Samples of the stationery have measurement instructions

to assist in implementation. The alignment of the symbol and logo must be strictly maintained. The distance from the edge of the paper must be strictly in accordance with the marks provided on the stationery. All dimensions are in millimeters.

Colours shown on the sheets should be maintained in

accordance with the specifications provided in the Manual.

The typography should also be according to specifications.

Type sizes have been indicated in the specification sheets. Printers, designers and typographers are familiar with this method of classification.

The following sheets incorporate the designs worked out

for the company’s basic stationery, which include letterheads, continuation sheets, envelopes and visiting cards. One of the sheets gives details of the actual layout, with measurements pertaining to the logo, logotype, typography and spacing.

7

Letterhead

0 mm

125 mm

38 mm

200 mm 210 mm

75 mm 0 mm

19 mm

17 mm

43 mm

60 mm

249 mm

277 mm

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 www.kalirdowat.co.in kalirdowat@gmail.com Phone: +91 72786 58011 • Fax: 123 444 5555 297 mm 10 pt. Frutiger Light Condensed

0 mm

39 mm

170 mm

8

210 mm

Letterhead Continuation

0 mm

125 mm

38 mm

200 mm 210 mm

75 mm 0 mm

19 mm

17 mm

43 mm

60 mm

249 mm

277 mm

297 mm

9

Visiting Card

29 mm

0 mm

89 mm 84 mm 55 mm

0 mm 5 mm

14 mm 10 pt. Frutiger Condensed

26 mm

Debojyoti Das Artist & Illustrator

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 e-mail: kalirdowat@gmail.com Website: www.kalirdowat.co.in Phone: +91 72786 58011 9 pt. Frutiger Light Condensed Fax: 123 444 5555

50 mm

0 mm

89 mm 5 mm

84 mm 75 mm

0 mm

16 mm

35 mm

50 mm

10

8 pt. Frutiger Light Condensed

11

114 mm

106 mm

87 mm

9 mm

0 mm

12 mm

69 mm

0 mm

90 mm

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 e-mail: kalirdowat@gmail.com Website: www.kalirdowat.co.in Phone: +91 72786 58011 Fax: 123 444 5555

15 mm

75 mm

10 pt. Frutiger Light Condensed

241 mm

38 mm

Envelope

Memo

37 mm

0 mm

111 mm

148 mm

75 mm 0 mm

15 mm 19 mm

48 mm

192 mm 23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 www.kalirdowat.co.in kalirdowat@gmail.com Phone: +91 72786 58011 • Fax: 123 444 5555 210 mm 8 pt. Frutiger Light Condensed

0 mm

21 mm

127 mm

12

148 mm

Facsimile (external use)

0 mm

25 mm

198 mm

123 mm

210 mm

75 mm

0 mm

14 mm

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 kalirdowat@gmail.com • www.kalirdowat.co.in Phone: +91 72786 58011 • Fax: 123 444 5555

297 mm

13

10 pt. Frutiger Light Condensed

19 mm

36 pt. Frutiger Bold 25 mm

Facsimile (internal use)

0 mm

19 mm

116 mm

134 mm

209 mm

75 mm 0 mm

23 mm

48 mm

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 kalirdowat@gmail.com • www.kalirdowat.co.in Phone: +91 72786 58011 • Fax: 123 444 5555

To:

From:

10 pt. Frutiger Bold Condensed

Fax:

Pages:

Phone:

Date:

Re:

CC: Urgent

For Review

19 mm

10 pt. Frutiger Light Condensed

Please Comment

Comments:

148 mm

14

Please Reply

Please Recycle

Invoice

0 mm

25 mm

123 mm

198 mm

210 mm

75 mm 0 mm

24 mm

23/2/1 Bhagaban Chatterjee Lane, Howrah -711101 kalirdowat@gmail.com • www.kalirdowat.co.in Phone: +91 72786 58011 • Fax: 123 444 5555

55 mm

19 mm

17 mm

10 pt. Frutiger Light Condensed

Bill To: Name: Address: Phone:

Date: Invoice No:

11 pt. Frutiger Light Condensed

88 mm

Item Description

Quantity

Unit Cost

Price

120 mm

Total:

Notes:

Amount Paid: Balance:

208 mm

Signature

297 mm

15

Tags

16

Corporate Stationeries

17

Carry Bags

18

Coffee Mugs

19

Symbol & Corporate Identity Design Debojyoti Das Post Graduation - Semester III Batch - 2015-2017 Guided by - Binita Desai