Brand Manual
Brand Manual
Brand Manual
INDEX
Brand Manual
About - Philosophy
04
Meaning behind the logo
05
Logo Construction
06
Clear Space
07
Corporate Colours & Logo
08
Minimum Size
09
Unacceptable Logo Usage
10
Typography
11
Design Patterns
12
Design Examples
13
Stationary Design
15
About T
Lokchitra is a platform for Indian folk artists to showcase their talent. The folk art of India requires recognition and identification where artists and designers will be able to sell and people will be able to buy. Every folk art has its own history which is very different than each other. getting to the traces and providing opportunity to every folk artist to showcase his genre of work. Folk art is mostly orally transmitted and passes from generation to generation through Guru-Sishya Parampara and mostly the forms are inspired from nature .
Brand Manual
Philosophy Folk art is a art with vision. Just as the way the subconscious mind is open to the universe completely aware of one’s action and conscious about the feelings, the humanly figure formed in the between the two eyes represents the tree with two leaves like structure and a person exhibiting the connect that is formed between the both as the two are interdependent on each other in the ecosystem. A woman’s face and a person with two outstretched hands signifies the Indian element through the logo. Nature always inspire human to do something , that is the concept of folklores, to get inspired from surrounding and express it in some form or the other. Medium of expression might be different but the belief is universal .
04
Meaning behind the logo
A person with two outstretched hands Embracing or welcoming the possibilities of artistic expression
Circle shows the completeness in the personality and the feminine form symbolises the power of creation
As the eyes of the supreme being are perceived like lotus petals. hence they are sublty half closed
Plant with leaves attached showing the connect between the nature and human Brand Manual
A feminine face of mother earth to whom everything belongs 05
Logo Construction
Brand Manual
06
Clear Space Be it any corporate communication, there must be adequate space on either side of the logo. This reduces the clutter and ensures that the logo gets equal weightage. The x-height of the alphabet L from lokchitra is used as the guideline for spacing
Brand Manual
07
Corporate Colours & Logo Colour is a powerful means of visual identiďŹ cation. The black colour symbolises intensity, conďŹ dence, authority, power and elegance .Black is a widely used colour. The colour will change according to the background.
Colour variant Pantone C- 75 M 68 Y- 67 K- 90 20-0194 TPM R- 0 G-0 B-0 #000000
Pantone 762 CP #7e2617
Inverse colour
C- 30 M 92 Y- 100 K- 37 R- 126 G-38 B-23
Pantone C- 21 M 100 Y- 100 K- 13 2350 XGC R- 178 G-31 B-36 #b21f24
Brand Manual
08
Minimum Size The size of the logo will change according to the size of the communication. In a few cases, the concise version can also be used for graphic communication design like Poster, Hoarding or T-shirts, Mug etc. The smallest size of 3*3 cm.
Logo Logo Logo
Brand Manual
09
Unacceptable Logo Usage Do Not tilt or transform the logo in any way.
Do Not reproduce the logo in colors other than those speciďŹ ed on page
Do Not add any modiďŹ ers to the logo except the approved ones.
Do Not alter the composition of the logo
Communication Do Not set the logo on background that will detract from its readability.
Brand Manual
Do Not apply a drop shadow.
10
Typography
Yatra One
Georgia
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽabcčćdđefghijklmnopqrsštuvwxyzžआईऊऋॠऌॡऐऔअंअँकखगघङच छजझञटठडढणतथदधनपफबभयरवळशष सह1234567890०१२३४५६७८९‘?’“!”(%)[#] {@}/&\<-+÷×=>®©$€£¥¢:;,.*₹
Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()
This heavy weight high-contrast display face preserves the idiosyncratic character of brushpainted signage by featuring angular cuts and open knots. Notably, the Latin adopts a Devanagari brush angle giving it a very organic look which is apt with the concept which is inspiration from nature , something which is written organically yet giving it a structure.
Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() A typeface which is aptly readable and legible . Serif choice for the foundation to get a traditional and cultural look .
Brand Manual
11
Design Pattern
Brand Manual
12
Design Examples
Brand Manual
13
Brand Manual
14
Stationary Design
Brand Manual
15
Brand Manual