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