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
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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.
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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.
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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.
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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.
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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.
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x
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distance x= 0.1 inch
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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
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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
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I
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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
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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
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15mm
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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
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Pioneering Opportunities
Pioneering Opportunities
35mm
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minimum size
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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
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2 INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION
Pioneering Opportunities
Pioneering Opportunities
1
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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.
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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
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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
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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.
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distance x= 0.05 inch
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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’
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Ladies Wing
divider,vertical line 0.05” above and below IMC
baseline aligns with IMC logo
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Young Leaders’ Forum
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Ladies Wing
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Our Quality Cell
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ERTF
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Students’ Forum
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ADR Center 14
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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
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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
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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
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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.
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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.
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4.6 COLOUR USAGE
Colours
ANNUAL REPORT Inaugration of the Ladies Wing
This is an example of how the secondary colours are used in a brochure, magazine or such. Ensure that not more than two of the secondary colours are used on one page. A touch of blue, ie our primary colour is always added on a page. The two colours selected from the secondary colour palette can be used in different opacities. The body copy remains black, besides text that is highlighed can be selected from the scondary colour palette itself.
nf renirn istrn girngiwrgniwrng irengirng orsngwrngw jrng wng irn i r orni n rng i irn knr nke jaiw i klol mila me new ork lt br keuturs .
comperrim peritanum etiae patus; et occhuit ac orum lis. Patus virissulica; Catuus es consimoverid caetoris, vil vis
comperrim peritanum etiae patus; et occhuit ac orum lis. Patus virissulica; Catuus es consimoverid caetoris, vil vis Perfecupiemus eteatui popt estrae adhuctum iptium quo diis etiactu supplic eperox ne
comperrim peritanum etiae patus; et occhuit ac orum lis. Patus virissulica; Catuus es consimoverid caetoris, vil vis Perfecupiemus eteatui popt estrae adhuctum iptium quo diis etiactu supplic eperox ne
DR. Rao talks in the Ladies Wing Perfecupiemus eteatui popt estrae adhuctum iptium quo diis 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 Perfecupiemus eteatui popt estrae adhuctum iptium quo diis 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 Perfecupiemus eteatui popt estrae adhuctum iptium quo diis etiactu supplic eperox ne
diis etiactu supplic eperox ne hebem alinati sulius comperrim peritanum etiae
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Colours
This is an example of how the accent colours are used in graphs or charts. The colours used are complementary to each other. The colours that appear next to each other are intended to be used together, Do not mix colours. Each colour can be used in varying opacities in the graphs, in order to add another shade of the same colour.
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0 5 VISUAL IMAGERY 5.1 Approach to Imagery 5.2 Image Treatment a. People b. Conference c. Events
IMC Visual Imagery
5.1 APPROACH TO IMAGERY Photography is a core element of the IMC identity and is preferred over illustrations where possible. It is a valuable tool in inspiring and informing and illustrating meaning in every given communication. Ensure that the quality of imagery is as high as possible. Images should very relevant. Avoid using conceptual and abstract imagery. Use images which incorporate real people and places to convey the breadth of the organization, and avoid taking stages photography. Instead create spontaenous shots while the speaker is talking. Frontal view images are more recommended since it gives viewers a direct insight into the event. Side angle photography for round table conferences and gathering is most recommended.
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IMC Visual Imagery For example:
a. People Photographs of people giving a speech can either be in a portrait or landscape form, however 50% of the photograph needs to inclue the face of the person. Try and capture moments from the speech that looks intriguing and one would want to know more about IMC. Do not over style or over pop. Props if used should inform or add context and depth. Clear and clean photographs when taking solo pictures of the speaker. The list of criteria below will help as a reminder of what to look for when choosing an image: - real people - capturing a moment in time - natural and spontaneous - with depth and perspective - consider the crop
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b. Conferences Photographs of conferences happening is taken in the landscape or panorama form. Covering every member on the table is essential. This gives viewers the idea of what kind of people come up and talk. Conference photographs not only include the people, but an aspect of IMC, such as the back banner with the logo should also be covered in the photographs. The same principles apply when capturing more than one person, like conferences: - real people - consider how they relate - capture the moment in time - some can be posed images - with depth and perspective - consider the crop
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c. Events
For example:
The photographs of people at events is extremely essential for the brand. Through these images viewers get an idea the kind of events that happen. If there is an identity/ name for the event capture it in context. Capture all angles of the event and the people to background ratio should be 3:10. A wide range of acitivites are captured under ‘events’, from charity functions to particular to conferences. However the criteria remain the same when selecting a specific image: - important to capture the spirit of of the event. - needs to look well populated - natural and spontaneous - with depth and perspective - people should be engaged
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0 6 OUR VOICE 6.1 Tone of Voice 6.2 Brand Language 6.3 Guidelines
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Our Voice
6.1 TONE OF VOICE Understanding your audience as well as addressing them appropriately is the key to all brand communications. It is our objective to make sure that our tone of voice has a sense of comfort and support. We hope to provide opportunities to the nation, as well as the youth and hence our tone of voice needs to be corporate, professional and firm. We must be carfeul to use appropriate language rather than a casual approach. If approached correctly our tone of voice can help ensure that becoming a member of the IMC can serve to be beneficial at the same time help one grow. We will talk with one brand personality, but that should be able to span informality, approacable, supportive and reliable.
THE SUCCESS OF THE YOUNG ENTREPRENEUR WILL BE THE KEY TO INDIA’S TRANSFORMATION IN THE NEW MILLENNIUM - DHIRUBHAI AMBANI
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Our Voice
6.2 BRAND LANGUAGE Supportive There has to be a sense of support. The IMC serves as a support system for many smaller industries and the youth. Hence, the words we use in our catalouges and magazine need to show as well as reflect the support IMC would give Responsible We are clear and straightforward in everything we write and say. We are bold in our approach. Heritage and Established We sound experienced and professional due to the 100 years of our existence.
Indian We sound Indian in all the best senses of the world. Using contemporary language and local words which one can relate to. At the same time a slight global approach is needed.
Approachable Being an organisation, that is catering to a wide range of people, it need to sound approaching. May it be a farmer or a big industrialist the brand needs to be approachable.
Thoughtful We show insight into people’s problems and issues.
Motivational Promoting growth and pushing the nation towards development, it is necessary the speakers give motivational speeches and inspire people around.
Positive Only if the IMC’s way of communicating sounds positive will people wish to invest in them and be a part of the.
THE FUTURE DEPENDS ON WHAT WE DO IN THE PRESENT - GAUTAM ADANI
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Our Voice
6.3 GUIDELINES 1.
Always be clear, so our clients and corporates can understand
2.
Cut down on long sentences, use short sentences with one idea.
3.
We have high standards of english, with a local touch to it. Understood by corporates as well as the masses.
4.
Be active and direct. Don’t talk about something that cannot be achieved.
5.
We are approachable. Always talk in a way people/members are able to contact you.
6.
Remain grounded with the words used.
We are here to support and provide the unemployed with jobs, through high quality skill
Want guidance for a startup? IMC helping you to build your dream. The youth is going to drive India tobecome a better nation.
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0 7 STATIONERY 7.1 7.2 7.3 7.4
Business Card Envelope Letterhead Overview of the Stationery
IMC
Stationery
7.1 BUSINESS CARD Size: 3.5 x 2 inch
x
x
x
Front
Apurva Shah Director T: 022 666 632 29
Material: 240 GSM paper
M: +91 9821 322 352 E: apurva.shah@imc.in
Typeface: Frutigar Light regular address point size 7 phone number point size 6.5 (back) ; 6 (front)
x
Name and Designation typeface, Frutigar regular point size 10
y
IMC Back 6x
INDIAN MEMBERS’ COLLABORATION x
z
T: 022 220 466 33
x
F: 0222 204 8508
z
E: imc@imcnet.org
IMC building, IMC marg, Churchgate, Mumbai - 400 020, India
x = 0.1 icnch y = 0.16 inch z = 0.26 inch
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IMC
Stationery
7.2 ENVELOPE Front 0.2 inch 0.2 inch
IMC 0.4 inch
IMC building, IMC marg, Churchgate, Mumbai - 400 002, India. T: 022 220 466 33 F: 0222 204 8508 E: imc@imcnet.org 0.4 inch
Size: 4 x 9 inch
Material: 150 GSM paper
Typeface: Frutigar, light point size 10
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IMC
Stationery
Back
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IMC
7.3 LETTERHEAD
Material: 120 GSM Typeface: Frutigar Light, 10pt typeface used for writting the letter Times New Roman, point size 12
0.4 inch
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
0.4 inch
Size: 8.3 x 11.7 inch
Stationery
March 16, 2015 Mr. Vijay Mehta, Tata Steel Community, 1234 Chembur lane, Mumbai – 400 006. Dear Mr. Mehta, The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph. Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is related to your employment, consider ending your letter with your contact information and title if it not included on letterhead. However, if the purpose is informational, think about closing with gratitude for the reader’s time. Sincerely,
Prabodh Patkar President of the IMC 555- 555 -555 prabodtpatkar@imc.net
IMC building, IMC marg, Churchgate, T: 022 220 466 33 F: 0222 204 8508
0.4 inch
Mumbai - 400 002, India.
E: imc@imcnet.org
0.7 inch
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IMC
Stationery
7.4 OVERVIEW OF THE STATIONERY
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
March 16, 2015 Mr. Vijay Mehta, Tata Steel Community, 1234 Chembur lane, Mumbai – 400 006. Dear Mr. Mehta, The first paragraph of a typical business letter is used to state the main point of the letter. Begin with a friendly opening; then quickly transition into the purpose of your letter. Use a couple of sentences to explain the purpose, but do not go in to detail until the next paragraph.
IMC
Beginning with the second paragraph, state the supporting details to justify your purpose. These may take the form of background information, statistics or first-hand accounts. A few short paragraphs within the body of the letter should be enough to support your reasoning. Finally, in the closing paragraph, briefly restate your purpose and why it is important. If the purpose of your letter is related to your employment, consider ending your letter with your contact information and title if it not included on letterhead. However, if the purpose is informational, think about closing with gratitude for the reader’s time.
IMC building, IMC marg, Churchgate,
Sincerely,
Mumbai - 400 002, India. T: 022 220 466 33 F: 0222 204 8508
Prabodh Patkar President of the IMC
E: imc@imcnet.org
555- 555 -555 prabodtpatkar@imc.net
Apurva Shah Director
IMC building, IMC marg, Churchgate, Mumbai - 400 002, India.
T: 022 666 632 29
T: 022 220 466 33 F: 0222 204 8508
M: +91 9821 322 352
E: imc@imcnet.org
E: apurva.shah@imc.in
IMC
INDIAN MEMBERS’ COLLABORATION T: 022 220 466 33
F:
0222 204 8508
E: imc@imcnet.org
IMC building, IMC marg, Churchgate, Mumbai - 400 020, India
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0 8 MERCHANDISE 8.1 Branded Give - Aways 8.2 Event Specific a. Badges b. Backdrop c. Certificate d. Standee
IMC
Merchandise
8.1 BRANDED GIVE-AWAYS
Few colours are used from the accent colour palette for highlight purposes.
INDIAN MEMBERS’ C INDIAN MEMBERS’ COLLABORATION
8GB
Please be thoughtful about the item on which you’re putting our brand. Pick items which are useful and at the same time can be used for the organisation purpose. Items such a pendrives, pens, pencils and notepads are basic items which our members would need.
INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION es
Pioneering Oppotuniti
INDIAN MEMBERS’ COLLABORATION
IMC
IMC
The IMC logo may only be used directly on white or else the accent palette. Hues of brown in terms of jute are used on which the IMC logo works well too.
Pioneering Opportunities
INDIAN MEMBERS’ COLLABORATION
IMC
MBERS’ INDIAN ME ATION OR es COLLAB ortuniti Pioneering
www.imc.net
Opp
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
IMC INDIAN MEMBERS’ COLLABORATION
Pioneering Opportunities
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
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IMC
IMC
Pendrives are either blue or black with a tinge of the accent colour on it. Pendrives don’t have the tagline printed on it. Few have only the corporate signature on it. Pens and pencils have the entrie name written in one line, with the logo in a minimized size placed either at the bottom (pencil) and top (pen)
Merchandise
IMC
INDIAN MEMBERS’ C
8GB
INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION
INDIAN MEMBERS’ COLLABORATION
The notebook is a A6 size book, natural brown like colour. The corpoate signature is placed in the center on top and a touch of orange is added to the side for aesthetic purposes.
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IMC
Merchandise
IMC has two types of t shirts, one which is a round neck and second a collared t shirt. Both these are white in colour as the logo is best placed on white. The IMC corporate logo is placed on the top right corner on the chest line. The line with the button the IMC tagline is placed. Above which is the entire name without the logo featuring on this t shirt.
IMC
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
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IMC Pioneering Opportunities
www.imc.net
1.5”
0.6”
INDIAN MEMBERS’ COLLABORATION
Merchandise
Notepads are used during seminars or conferences to take notes. Note pags need to be of two kinds. One which is a ruled sheet and the other which is a blank paper.
2pt stroke
Ruled Note pad sheets Size: A4, 180 GSM paper
INDIAN MEMBERS’ COLLABORATION
Pioneering Opportunities
Band: 1.5 inch from the top; colour can be chosen from the accent colour palette, for eg. orange Line: Line stroke should be 2.5pt, starting from the point the logotype ends. Placement: Logotype is placed on the left hand top corner. The size of the logotype is 1.2 x 2.2 inch. Leave 0.6 inch from the top bottom and side. On the right hand corner in the same line the tagline and website will be placed placed. Size should be 0.6 x 2.1 inch
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IMC
Merchandise
0.2” Notepads are used during seminars and conferences to take notes. Note pags need to be of two kinds. One which is a ruled sheet and the other which is a blank paper.
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
Ruled Note pad sheets Size: A5, 180 GSM paper Line: Line stroke should be 2pt. Leaving a margin of 0.2 inch from the bottom. Placement: Logotype is placed in the center. The size of the logotype is 3.15 x 1.8 inch. Leave 0.2 inch from the top.
2pt stroke 0.2”
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IMC
All IMC carry bags need to be jhute bags. One kind of the bags have the IMC corporate logo on one side and the full name and tagline on the other. The other one has the IMC logo with the full name and tagline on one side. Every bag of it has either the handles or the sides highlighted in a different colour. This colour is chosen from the accent colour palette.
INDIAN MEMBERS’ COLLABORATION ities
Pioneering Oppotun
Merchandise
IMC
Margins: Both of them are placed in the center of the bag and the size of it should be 1/4 the size of the bag.
’ EMBERS INDIAN M ATION R O COLLABg Oppotunities n
Pioneeri
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IMC
Merchandise
8.2 EVENT SPECIFIC y
Note : The IMC text colour can only change in case of merchandise.
INDIAN MEMBERS’ COLLABORATION
3.4x
x
Designation
y
Name
y
5x
IMC
Organisation
Material: laminated card for permant badges 220 gsm with plastic pocket.
IMC
Size: 3.7 x 4.5 inch
Partner name
x= 0.3 inch y= 0.7 inch
Partner logo
y
x
EVENT NAME x
Partner name
Badges are used during certain events or else daily member badges. The typeface used on all event specific events are, Frutigar light or bold. The badge lenyard should be white only with IMC printed in the IMC blue.
IMC
a. Badges
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IMC
Merchandise
b. Backdrop Used when there are multiple sponsors and placed as the backdrop for an event in the area, not behind the speakers. Backdrops are used during conferences and events. These are the principles needed to be followed:
Sample backdrop 1
Size: As per requirement Material: Flex Margin: Leave a margin of 1 inch from all four corners. Distance between sponspor logos should be 1.3 inch. Band width is 1.5 inch. Typeface: Frutiger bold for event names, in all caps. Text colour can vary depending upon the event. Pick from the accent colour palette.
IMC
INNOVATION & SUSTAINABLE EVENT 2014
Placement: Position the IMC logo on the top left, leaving the specified margin. An image relating to the event can be use as the background. However it should not be overpowering and should meet the imagery criteria and be monotone.
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IMC
Merchandise
Used when there is one partner or one of the IMC wings is organising the event. Placed behind speakers in a conference so that IMC and the partner company name is visible throughout. Margin: Leave a margin of 1 inch on all four sides. Distance between the IMC logo and partner logo should be 0.75 inch and the distance between two horizontal lines should be 1 inch. The band on which the event name is written is 1.3 inch in width. It is positioned in the center.
Sample backdrop 2
IMC
IMC
IMC
IMC
Title of the event
Typeface: Frutiger bold for event names, in all caps. Text colour can vary depending upton the event. Pick the colour from the accent colour palette.
IMC
IMC
IMC
IMC
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IMC
Merchandise
c. Certificate Certificates are used at award events as a token of appreciation and recognition at the end of the year. Size: A4 sheet, 240 GSM
IMC
Typeface 1. Frutiger Bold is used for headlines and event names. Point size 30
Margin: A margin of 0.2 inch is left from the top and bottom. Placement: The IMC logo is always positioned on the top right corner 0.5 inch from the right and 0.2 inch from the top. Right besides that is the logo of its partner.
1
IMC INNOATION AWARDS, 2015 Certificate of Recognition
2. Euphemia UCAS italics. Point size 27 and 19 3. Euphemia UCAS regular. Point size 21
ADR Center
2
Presented to
Department of Sales & Tax, Maharastra
In regonition of
Innovation and Sustainable CDA
Probhod Thakker
Vijay Mehta
President of IMC
Corporate Head 2
3
3
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IMC
Merchandise
d. Standee Sample Standees Standees are used during the events as large size posters or signages to provide little information about the event. They need to include an image that relates to the event. Minimum text should be placed. Text should only be placed in the bottom 1ft of the standee. Size: 3ft x 0.5ft
StandeeMake
the
IMC
POWER
Connection ETCR WING PRESENTS
Typeface: Frutiger Bold is used for Headlines and event names. Point size 40 Margin: A margin of 0.2 inch is left from the top and bottom. Placement: The IMC logo is always positioned on the top right corner 0.5 inch from the right and 0.2 inch from the top.
IMC
Connecting People Globally & Generating Millions Of Jobs
- Generating job opportunities - New plant foundation - Meet Mr. Tata - text text text - text text text Conference : 4 - 6 pm, Room no. 316 IMC building, Churchgate, Mumbai
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0 9 DIGITAL 9.1 Email Signature 9.2 PowerPoint Presentation 9.3 Social Media a. Facebook 9.4 Effective Social Media Points
IMC
Digital
9.1 EMAIL SIGNATURES In an effort to remain one brand, one voice, it is important that we as an organisation start having standard email signatures. This gives it a corporate feel and all the emails are sent in a systmatic manner from all the members. On the right is a detailed sample as to how the email signature needs to be, with information related to content, typography and colour of the text.
Euphemia Ucas, 15pt R 29 G 65 B 137 Euphemia Ucas, 12pt R 0 G 124 B 186 Euphemia Ucas, 12pt R 29 G 65 B 137 DIN Alternate bold, 12pt R 29 G 65 B 137
Euphemia Ucas, 11pt R 88 G 88 B 91
Fname Lname Title, Department Organisation mobile 00000000
INDIAN MEMBERS’ COLLABORATION
IMC building, IMC marg, Churchgate, Mumbai - 400 002, India. T: 022 220 466 33 W: www.imc.net Young Leaders’ Forum | Ladies Wing | ERTF Our Quality Cell | Students’ Forum | ADR Center
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IMC
Digital
9.1 POWERPOINT PRESENTATIONS Power Point presentations are a key to our organisation. It is necessary a certain style is kept constant in all. The logotype should be placed on all the sides, on the top right corner on the band. Typeface: 1. Frtutiger LT std Light is used for the body copy, 20pt size. 2. Frutiger LT std Bold is used for headlines 32pt size and subheadlines 30pt size. Colour Palette: R 135, G 158, B 152 R 247, G 152, B 55
INDIAN MEMBERS’ COLLABORATION
PRESENTATION TITLE subtext subetext subtext subtext subetext subtext subtext subtext subetext subtext subtext subetext subtext subtext subtext subetext subtext subtext subetext subtext subtext
Opening Slide
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IMC PROJECT TITLE
INDIAN MEMBERS’ COLLABORATION
PROJECT TITLE
Digital
INDIAN MEMBERS’ COLLABORATION
Slide Title
Slide Title
add text here
add text here
add text here add image here
add text here add text here add text here
Copyright text here
PROJECT TITLE
page no.
Copyright text here
page no.
INDIAN MEMBERS’ COLLABORATION
Slide Title add text here
add image here
INDIAN MEMBERS’ COLLABORATION
Thank You for listening!
add image here
subtext subetext subtext subtext subetext subtext subtext subtext subetext subtext subtext subetext subtext subtext subtext subetext subtext subtext subetext subtext subtext
Copyright text here
page no.
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IMC
Digital
9.3 SOCIAL MEDIA a. Facebook Our facebook page needs to appear to be interesting and intriguing. It is the cover photo that attracts one. The profile picture remains the corporate logo, IMC on a white backgroun. The cover photo should always be dynamic images put together. Monotone images are preferred. A blue monotone image is usually the first image as it works well right behind the profile picture.
Cover photo
The name is written as: Indian Members’ Colloboration, IMC
IMC
Profile picture
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IMC
Digital
How the facebook page should look
IMC
INDIAN MEMBERS’ COLLABORATION, IMC
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IMC
Digital
9.4 EFFECTIVE SOCIAL MEDIA POINTS IMC needs to follow pages on facebook that are of interest to the brand and will help in growth. Following activities of industrialist, prominent leaders and corporate houses is important. Moreover, any event hosted by the IMC should be posted on their website and facebook. Creating a facebook event would help them invite the youth. Members should occasionaly post on twitter, through which people are aware of the daily updates.
Following pages not relevant to our field is not needed. It is important to make its way to the homepage of multinational companies and at the same time attract the youth though intriguing posts. Post should include maximum photographs that would seem interesting.
Our organisation should not have an instagram page. It is mandatory that every member have a linkedin page so that they indiviually can network with people and build relations.
Sending out government messages for big events is necesary as they are more personal and serve as reminders.
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“Don’t use social media to impress people, use social media to impact people ” - Dave Willis
10
EDITORIAL 10.1 Grids 10.2 Layouts
IMC
Editorial
10.1 GRIDS Every design needs a grid to begin it. A grid would essentially constitute of columns and rows. In this case rows would be represented by a baseline grid. All the material needs to be witin a grid. For IMC, any editorial work shoud be vertical and preferably A4 in size. Make use of a 4 column grid, with a wide enough gutter space so that it is not crammed up. Make sure to never start in the gutter and keep the gutter space area clear of content. Choose a baseline grid in which the pt size and leading coincide and result in the perfect baseline grid. Keeping in mind the suggested typeface, on the right are few of the settings one needs to use.
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IMC
Editorial
10.2 LAYOUT All through a magazine you are expected to use one chosen fixed grid. However, make sure that every page doesn’t look the same. Keep a sense of uniformity and at the same time make use of the grid to its fullest. After a break of few pages leave the last column content free so it adds to the white space. Have maximum pictures are possible, although the picture would either fit in a two column or a three column, depeding upon the importance of the picture. Also try and add pull quotes and bold statements so that it breaks from the monotonous body copy. On the right is an example of how all the criterias are incorporated on one page - Blank column (white space) - Image (3 - column) - Pull quote (different colour and 1 - column)
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GLOSSARY
Abbreviation 5 A shortened form of a word or phrase, used to represent thw whole. Cap height page 7 In Typography it refers to the height of a capital letter above the baseline for a particular typeface. It specifically refers to the height of the capital letters that are flat, such as H or I. Logotype 9 A logo or symbol when combined with text can be refered to as a logotype. It is a common term in branding. Drop shadows 11 It is a visual effect consisting of a drawing that looks like the shadow of an object, giving the impression that the object is raised above the objects that are behind it.
Lock - Ups 12 The fixed arrangement of one, two, or mroe graphic elements - such as a logo and web address etc. - to create a single unit.
Tracking Letter spacing is usually refered to as tracking. It is the space between letters to affect the density in a line or block of text
Typeface A specific mark that is a combination of letters, symbols, or graphics used to identify a brand in a single instance. Logos often embody the core values of a brand and use the brand colours
Leading 18 The space between lines of type. It is genreally measured from the baseline to baseline and expressed in points.
Serif 15 A slight projection finishing off a stroke of a letter in certain typefaces. Kerning Adjustment of spacing between a pair of type characters.
Alignment Placement of text relative to the margins. In left alignment, all lines begin from the same distance from the left margin but end at varying distances from the right margin. In right alignment, lines begin at varying distance from the rleft margin and end at the same distacne from the right margin.
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Flush left 24 Essentially meaning left aligned. Body copy 20 It is the information and content in a magazine, newsletter or report. Body copy is one which is found in large chunks. Colour palette A combination of colours that are intended to be used together. In this case the colours are a key part of the branded experience and help form a sense of place. CMYK Abbreviations for the colours Cyan (C), Magenta (M), Yellow (Y) and Black (K), the inks used in four-colour printing. When these inks are combined, they can produce a wide spectrum of colour.
RGB Screen-based applicatins such as websites and apps typically select their colour palette from the RGB colour system - a palette containing differing combinations of Red (R), Green (G) and Blue (B). Pantone (PMS) Pantone Matching System (PMS) is the world standard for the specification of printed inks between designers and printers. Accent colours 28 These colours are used to emphasaise particlar area or item in a picture or surrounding.
GSM GSM means grams per square metre, so the heavier the paper higher the GSM. Placement Placing objects in particular areas is critical to design. Margin 55 Margins are spacings between objects, text or the end of the page.
a
Monotone 33 Monotone is refered to a particular colour in an image. An image is monotone if it only has one colour in the image.
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“All of us do not have equal talent. Yet, all of us have an equal opportunity to develop our talents � - Ratan Tata
INDIAN MEMBERS’ COLLABORATION Pioneering Opportunities
BRAND SUMMARY Now it’s up to each of us to make sure we stay loyal to the brand. Following our new guidelines is a key to brand consistency. Thank you in advance for your efforts and support of our brand and its integrity.
For further information and to answer any questions about this guide or the IMC organisation please contact BRANDCOI16@imc.com
INDIAN MEMBERS’ COLLABORATION Corporate Brand Guidelines Version 2015 - 2016 Rebranding
Copywrites resevred