INDIAN MEMBERS’ COLLABORATION
Corporate Brand Guidelines Version 2015 - 2016 Rebranding
CONTENTS Brand Introduction 1.1 1.2 1.3
About Our Brand Corporate Identity Personality and Value
3.6 1 2 3
2.3 2.4 2.5 2.6 2.7 2.8
IMC logo Logo Form a. Corporate Signature b. Logotype with Tagline Spacing Sizing Positioning Wrong Use Lock-ups Allied Wings
4 5 6 7 8 10 11 12 13
4.1 4.2 4.3 4.4 4.5 4.6
3.2 3.3 3.4 3.5
Logo Typeface a. Logo type b. With tagline Allied Wing Typeface Headline Typeface Subheadline Typeface Bodycopy Typeface
23 24
15 16 17 18 19 20
25 26 27 28 29 30 32
7.1 7.2 7.3 7.4
5.1 5.2
Approach to Imagery Image Treatment a. People b. Conference c. Events
34 35 37 39
Our Voice 6.1 6.2 6.3
Tone of Voice Brand Language Guidelines
41 42 43
Business Card Envelope Letterhead Overview of the Stationery
44 45 47 48
Merchandise 8.1 8.2
Visual Imagery
Typography 3.1
Primary Colours a. Colour Palette Secondary Colours Accent Colours Allied Wing Colours Background Colours Colour usage
Stationery
21
Colour
Corporate Identity Logo 2.1 2.2
3.7 3.8
Typeface Used in Other Application Type in Use Effective Use of Type
Branded Give - Aways Event Specific a. Badges b. Backdrop c. Certificate d. Standee
49 55 56 58 59
Digital 9.1 9.2 9.3 9.4
Email Signature PowerPoint Presentation Social Media a. Facebook Effective Social Media Points
60 61
Glossary
66
63 65
“A country of tremendous brain power and human capital and the one thing that makes it happen is an opportunity� - Ratan Tata
ABOUT THESE GUIDELINES
Who are these guidelines for?
They are for you as part of the IMC corporation. Also for any other design agency that works for IMC.
What are these guidelines for?
They are to help us ensure that the way IMC presents itsself is always: - Professional : The material we produce looks corporate and helps enhance Indian standards. - Consistent : We give the impression that we have our act together. All the work, advertisments, presentations that is produced by us is portrayed in a similar manner and style. - Distinctive: Our comminications have an impact on our members and remain unique to them. - Perfection : Help us in providing perfect design and overall a strong brand identity.
0 1 BRAND INTRODUCTION 1.1 About Our Brand 1.2 Corporate Identity 1.3 Personality and Value
IMC Brand Introduction
1.1 ABOUT OUR BRAND A legacy of over 100 years, provides a well established support system for the economic sectors of the country. Every brand has a story, a philosophy that is communicated through its logo. We as an organisation aim to stand out from our other counterparts. We are a legendary brand that has relentlessly pursued the agenda of identifying the opportunities, addressing critical issues and driving Indian businesses with a single minded focus of sustainable growth. Set up in 1907, in the wake of the ‘Swadeshi Movement’ to represent India and its businesses. IMC, a premier Chamber of trade, commerce and industry in India.
1
IMC Brand Introduction
1.2 CORPORATE IDENTITY IMC is a corporation that serves as a pioneer for opportunities and members to develop the Indian industry. The members and its network have been instrumental in influencing the policy frameworks and changes towards this goal and continually strengthening the sectors that are critical to India’s new phase of flourish. It aims at diversifying to allow growth and achieve a global recognition. As a corporate brand is dynamic, ever forward, innovative, global and trustworthy, helping India move towards growth.
2
IMC Brand Introduction
1.3 PERSONALITY & VALUE IMC seeks out thought leaders and the industry spearheads to identify today’s needs and catalyse the achievement of tomorrow’s vision. The convergence of clear thought, sustained action, honest intent is the essence of its very being. With its commitment to overall growth and development through a sustained process of bringing new dimensions and policy reforms, the IMC takes the pledge of driving, “Job Creation through Skill Development” as the stringing theme across its initiatives in the upcoming year 2015 - 2016.
3
0 2 CORPORATE IDENTITY LOGO
2.1 IMC logo 2.2 Logo Form a. Corporate Signature b. Logotype with Tagline 2.3 Spacing 2.4 Sizing 2.5 Positioning 2.6 Wrong Use 2.7 Lock-ups 2.8 Allied Wings
IMC Corporate Identity Logo
2.1 OUR LOGO The logo focuses on the aspect of growth as well as the agro industry. It is like an abstracted version of a growing plant. The sharp edges and angles of the rectangles portray determination and focus. The focal point denotes coming together of various people and industries, where as the base acts as a support system. The colours used are hues of blue, which mean trust and power.
IMC 4
IMC Corporate Identity Logo
2.2 LOGO FORM a. Corporate Signature The logo is composed of the abbreviation IMC - Indian Members’ Collaboration. Only this logo form can be used accompanied with allied wings. This is the standard form, where the tagline isn’t used. Mainly used on visiting cards, banners, posters. This logo form is more widely used.
4.8x
IMC
2x
x
x
2x
3x
distance x= 0.1 inch
5
IMC Corporate Identity Logo
b. Logotype with tagline The logo is composed of the full form Indian Members’ Collaboration along with its tagline. The use of this form is more restrcited. The minimum size is bigger than the corporate signature due to the presence of the tagline and entire name. This would cause legibility issues and hence can be used only when specified.
x
4x
x
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
distance x= 0.1 inch
6
IMC Corporate Identity Logo
2.3 SPACING
I
There should always be enough space around the logo to ensure a powerful and clear visual image in all types of media, so that the logo appears undistracted and clear by other elements around. To know how much minimum clear space to leave between the logo and other elements, take letter ‘I’ as the distance.
I
x
IMC
I
I
Measure clear space by the cap height of letter ‘I’ in the logo for vertical space and ‘I’ in the logo for horizontal space.
x
distance x= 1.6 inch
7
IMC Corporate Identity Logo
2.4 SIZING The corporate signature, ie the standard logo can be reproduced well at almost any size. However, in order not to lose the effectiveness and essence of the logo the smallest size it can go to is 15mm. This logo can also be blown up to any size in respect to billboards and posters.
51mm 36mm 24mm
IMC
15mm
IMC
IMC
IMC minimum size
8
IMC Corporate Identity Logo
The logotype with the tagline cannot be produced to a very small size due to the text. Hence, its minimum size is 35mm. This logo can be blown up to any size, not having the maximum size specified. These examples and sizes below show the different sizes on a particular size paper.
72mm 50mm
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
42mm
INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION
Pioneering Opportunities
Pioneering Opportunities
35mm
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
minimum size
9
IMC Corporate Identity Logo
2.5 POSITIONING The logo is always anchored into the corner of materials as illustrated. Where possible the preferred position for the logo is on the top right corner. Preferred Positions: Position 1
Brochuers Advertising Newsletter
Position 2
PowerPoint presentations Certificates Standees
Position 3
Internet Notepad
3
2 INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION
Pioneering Opportunities
Pioneering Opportunities
1
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
10
IMC Corporate Identity Logo
2.6 WRONG USE Don’ts 1.
Change the logo’s orientation
2. Add effects to the logo. This would include drop shadows, gradients, emboss and lighting effects.
IMC
IMC
IMC
3. Change the logo colour 4. Stretch the logo unproportionately. 5. Make any alteration or substitutions to the words in the tagline and logo form
INDIAN MEMBERSʼ COLLABORATION Pioneering Oppotunities
INDIAN MEMBERS’ COLLABORATION Pioneering Oppotunities
INDIAN MEMBERS’ COLLABORATION Pioneering Oppotunities
6. Use the logo as a design feature in any manner 7. Separate the logotype from the symbol 8. Use typeface other than Sathu and DIN alternate bold.
INDIAN MEMBERS’ COMMUNITY Pioneering Oppotunities
IMC
IMC 11
IMC Corporate Identity Logo
2.7 LOCK-UPS
15x
This lock-up is typically used in legal documents and letterheads. The tagline below the logotype can be removed in specific case. However then the placement and measurement would change as the full name would move below. In this case, the name would become bigger in size.
x 6x
INDIAN MEMBERS’ COLLABORATION 24x
The logotype and symbol can also be placed horizonatally in a line. This is used in the IMC powerpoint presentations. It serves to be useful when the area is vertically long.
INDIAN MEMBERS’ COLLABORATION
distance x= 0.05 inch
12
IMC Corporate Identity Logo
2.8 ALLIED WINGS IMC has 6 different wings that operate under it. Each wing performs functions of its own. Incoporate the wings with IMC, only using the corporate signature. The typeface used for the name of the wing is Helvetica Neue, Condensed bold. Keep the name of the wing aligned to the bottom, shifting the placement of IMC slightly higher than orginal position.
cap height of Ladies Wing aligns to the ‘x’
IMC
Ladies Wing
divider,vertical line 0.05” above and below IMC
baseline aligns with IMC logo
13
IMC Corporate Identity Logo
IMC
Young Leaders’ Forum
IMC
Ladies Wing
IMC
Our Quality Cell
IMC
ERTF
IMC
Students’ Forum
IMC
ADR Center 14
IMC
0 3 TYPOGRAPHY 3.1 Logo Typeface a. Logo type b. With tagline 3.2 Allied Wing Typeface 3.3 Headline Typeface 3.4 Subheadline Typeface 3.5 Bodycopy Typeface 3.6 Typeface Used in Other Application 3.7 Type in Use 3.8 Effective Use of Type
Typography
IMC
Typography
3.1 LOGO TYPEFACE a. Logo type Our organisation typeface is carefully selected to be open, legible, clean, smart and professional. It is called DIN alternate and is available in Bold. A humanistic sans serif is appropriate and best fitting for INDIAN MEMBERS’ COLLABORATION and its abbreviation IMC. Alignment: Name is left aligned to the logo. Center and right align are avoided in terms of the logo. Kerning & Tracking: In Adobe applications, kerning should always be set to a - 83 and tracking should never set it to be -10 or greater than 10.
DIN Alternate Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 0123456789 15
IMC
Typography
b. With Tagline Sathu regular is the typeface used for the tagline. It need not to bold, and needs to be subtle as as the tagline can’t be very prominent in comparison to the symbol and logotype. This too is a sans serif typeface since it would work well with DIN alternate bold and the symbol. Alignment: The tagline is left aligned, similar to that of the name. Kerning & Tracking: In Adobe applications, kerning should always be set to optical and tracking should never set it to be -10 or greater than 10.
Sathu Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789 16
IMC
Typography
3.2 ALLIED WING TYPEFACE Helvetica Neu, Condensed bold is used for the allied wings. Its clean, simple and contemporary style accentuates the streamlines experience each of the wing offers. At the same time keeping it different from that of the IMC tagline and name. Alignment: The name of the respective wings is left aligned, in the line of IMC. Kerning & Tracking: In Adobe applications, kerning should always be set to optical and tracking should never set it to be -10 or greater than 10.
Helvetica Neue, Condensed Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789 17
IMC
Typography
3.3 HEADLINE TYPEFACE Gotham book is the typeface used for headlines. The clear, neutral sans serif typeface can be read from a distance. It also works well when accompanied with other typefaces. Although it is a light weight headline the symmetrical typeface works as a headline font. Use the same leading as the font size to create a neat box of text. This example is 40pt/40pt Most headlines use in uppercase, unless required to use lowercase.
For example:
GOTHAM BOOK IS FOR HEADLINES Gotham book
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789 18
IMC
Typography
3.4 SUBHEADLINE TYPEFACE Roboto slab Bold is the typeface used for subheadlines and pull quotes. It contrasts with the light weight used for other fonts, contributing to good legibility and easily defined roles. Do not use uppercase ofr the subheadlines and pull quotes, besides capitalizing the first letter.
For example:
Roboto slab bold is for subheadlines
Roboto Slab Bold For example:
“Roboto slab bold is also used for pull quotes”
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789 19
IMC
Typography
3.5 BODYCOPY TYPEFACE Roboto Slab Light is the typeface used for bodycopy. Being a slab serif font it makes it easier to read and adds a certain dimension to the copy. By using Roboto slab light, it contrasts with the bold subheadline. In bodycopy the font size should be set greater than 7pt and less than 15pt. Set the leading and kerning depending upon the use and point size. Preferably body copy of 12pt should be used with a leading of 15pt.
For example: Gotham book is the typeface used for headlines. The clear, neutral sans serif typeface can be read from a distance. It also works well when accompanied with other typefaces. Although it is a light weight headline the symmetrical typeface works as a headline font.Use the same leading as the font size to create a neat box of text.
Gotham book is the typeface used for headlines. The clear, neutral sans serif typeface can be read from a distance. It also works well when accompanied with other typefaces. Although it is a light weight headline the symmetrical typeface works as a headline font.Use the same leading as the font size to create a neat box of text.
Roboto Slab Light
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789 20
IMC
Typography
3.6 TYPEFACE USED IN OTHER APPLICATIONS The other applications include posters, banners, standees, certificates. Frutigar LT std, 45 Light is the typeface used for the digital and event related work. Frutigar is a typeface similar to our other typefaces and works in coherent with the logo too. The pt size at which it needs to be used and is specified in the later pages. Note: Frutigar light is never used in all caps and is always used for captions.
Frutigar LT std, 45 Light
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789
21
IMC
Frutigar LT std, 65 Bold is the second typeface used for the digital media and event related work. Frutigar Bold is a typeface similar to our other typefaces and works in coherent with the logo too. The pt size at which it needs to be used and is specified in the later pages. Note: Frutigar LT std, 65 Bold is always used in All Caps. Used for Powepoint presentations, Standee titles, badges
Typography
Frutigar LT std, 65 Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvxxyz 0123456789
22
IMC
Typography
3.7 TYPE IN USE
HEADLINE The Annual Report for the year 2015 - 2016 Perfecupiemus eteatui poptestrae adhuctum iptium quodiis etiactu supplic eperox ne hebem alinati sulius clabeme comperrim peritanum etiae patus; et occhuit ac orum lis. Patus virissulica; Catuus es consimoverid caetoris, vil vis iam ad reo, tem quo et iderfes erudac omnin senihicio, sent? Num ponsuam num retorte musquit. Befactus ius, ublin Etrei issil us ina, us, quam. Evir patis culabussima, C. Pultui pero maximpl. Fuitus moeriam pondam dit; nortem et; iam oc ret aus Catore iachuidie merumen tesilic onsulus se nostum senica; novehene con trorum mov-
Perfecupiemus eteatui poptestrae adhuctum iptium quodiis etiactu supplic eperox ne hebem alinati sulius clabeme comperrim peritanum etiae patus; et occhuit ac orum lis. Patus virissulica; Catuus es consimoverid caetoris, vil vis “ Indian Merchants’ Chamber released new name” moeriam pondam dit; nor tem et; iam oc ret aus Catore iachuidie merumen tesilic onsulus se nostum senica; novehene con trorum mov
23
IMC
Typography
3.8 EFFECTIVE USE OF TYPE DIN alternate bold and sathu are primary typefaces used solely in the logo and cannot be used anywhere else. In the case of other typefaces used for adversting, catalogue, and letter use the following fonts can only be used in regard to the guidelines provided for each one of them. 1. Use a combination of uppercase and lowercase. 2. Don’t use underline or italics for any text. A statement made by someone can be put in another colour, leaving the font and font size the same. 3. Align the text in body copy flush left and ragged right. 4. Never use center align for any text and only use right align when needed in case of any advertising design.
24
0 4 COLOUR 4.1 Primary Colours a. Colour Palette 4.2 Secondary Colours 4.3 Accent Colours 4.4 Allied Wing Colours 4.5 Background Colours 4.6 Colour usage
IMC
Colours
4.1 PRIMARY COLOURS Blue is our organisation colour. We need to protect it as it defines our brand. It differentiates us from our competitors to make us unique. It suggests authority, trust, power, security and heritage. You usually relate India to blue other than the tricolour, the middle blue chakra. The brand/ logo uses hues of blue. Darker blue convey tradition and quality. Where as, lighter blue conveys innovation and technology. There are primarily three shades of blue used and each one shoutout India and innnovation. The coming together of the three blues in the logo also suggests partnership and netwroking, that is what the organisation stands for.
25
IMC
Colours
a. Colour Palette The primary colour palette of the IMC remains unchanged. The IMC blue is our most significant visual identifier. IMC text: The shades of grey are only used for the text and that colour remains unchanged for the secondary palette.
C 78, M 24, Y 6, K 0 R 0, G 153, B 203 HEX #0099cb PANTONE 801C
C 100, M 87, Y 14, K 2 R 32, G 66, B 137 HEX #204289 PANTONE 7687C
C 85, M 50, Y 0, K 0 R 27, G 117, B 87 HEX #1b75bb PANTONE 7461C
C 0, M 0, Y 0, K 80 R 88, G 88, B 91 HEX #58585b
C 0, M 0, Y 0, K 70 R 109, G 110, B 112 HEX #6d6e70
26
IMC
Colours
4.2 SECONDARY COLOURS These colours project a sense of warmth, sophistication, approachablity and a touch of modernity. This colour palette should be used in conjunction with the primary colours, to complement them but never replace them. The secondary colour palette is used for all internal and external collateral and applications acorss various mediums. Make use of opacity in advertisments, newsletters and additional media when placing information which needs to be boxed. Use the opacity relative to the colour chosen.
C 50, M 28, Y 39, K 1 R 135, G 158, B HEX #889f99
C 19, M 16, Y 43, K 0 R 209, G 201, B 156 HEX #d1c99d
C 32, M 36, Y 28, K 0 R 177, G 158, B 163 HEX #b29fa4
C 53, M 0, Y 28, K 0 R 114, G 201, B 194 HEX #72c9c2
C 28, M 15, Y 49, K 0 R 189, G 193, B 145 HEX #bec292
C 24, M 21, Y 10, K 0 R 190, G 192, B 206 HEX #c0bfcf
27
IMC
Colours
4.3 ACCENT COLOURS The secondary colour palette is the one which is much more vibrant and loud than the blues. Use this palette to create visual interest and engagement. These colours should be used sparingly. They are intended to be used in graphs or charts in the annual reports. This colour palette can also be used for certain merchandises as a highlight colour and break away from the blue.
C 21, M 98, Y 100, K 12 R 178, G 38, B 36 HEX #b22624
C 5, M 32, Y 80, K 0 R 239, G 178, B 78 HEX #efb24e
C 0, M 48, Y 88, K 0 R 247, G 152, B 55 HEX #f79837
C 11, M 84, Y 100, K 2 R 211, G 76, B 38 HEX #d34c26
C 63, M 6, Y 100, K 0 R 107, G 178, B 68 HEX #6bb244
C 3, M 65, Y 58, K 0 R 236, G 120, B 201 HEX #ed7966
28
IMC
Colours
4.4 ALLIED WING COLOURS These are the colours used for the allied wings. These colours have a significant value related to them and hence should be used for each of the wings. When used in colloboration with IMC only these colours should be used. The allied wings would separately have their own colour palette, however this is one that works with the whole brand,
C 0, M 35, Y 85, K 0 R 251 G 175, B 63 HEX #fbaf3f
C 0, M 95, Y 20, K 0 R 237, G 42, B 123 HEX #ed2a7b
C 85, M 10, Y 100, K 10 R 0, G 147, B 68 HEX #009344
C 34, M 57, Y 84, K 20 R 147, G 102, B 58 HEX #72c9c2
C 0, M 80, Y 95, K 0 R 240, G 90, B 40 HEX #f05a28
C 35, M 100, Y 35, K 10 R 158, G 30 B 98 HEX #9e1e62
29
IMC
Colours
4.5 BACKGROUND COLOURS The IMC logo may be placed on backgrounds that are light in value. The logo shouldn’t be used on the corporate blue or colours that are close to it. Neither should it be used on the grey tones, which is the colour of the text. The IMC logo can never change colours in order to be placed on a certain colour background. The text colour remains unchanged. The logo is most preferably should be placed on a white background. For example the banners and screens at the back of a conference should be white, with the logo placed on it.
IMC
IMC
IMC
IMC
IMC
IMC 30
IMC
Colours
Visual Backgrounds In case of a photograph, the logo is first placed on a white box and then on the darker background. Adding the white box around it does not restrict one from using the logo on imagery. The photograph chosen to be used as a background should have minimum activity happening in it and should be clutter free. In order to give it a corporate look the imagery selected should also be revelenat and of high qulaity.
IMC
IMC
IMC
IMC
31