BRAND MANUAL
CONTENTS
SCHOOL’S HISTORY OUR MISSION LOGO Logo Inspiration The Logo Logo Breakdown Logo Size Exclusion Zone Logo Treatment Corporate Typeface Colour Palette Campus Logos Logo Variations Logo Misuse Imagery
Copyright © Education Trust Nasra School This book may not be reproduced by any means, in whole or in part, without the permission of the publishers. Published in Karachi, Pakistan.
STATIONERY Business Card Letterhead Envelope APPLICATIONS Office File Notebook Report Book Pocket Newsletter Brochure Website Badges School Van
6
Education Trust Nasra School
7
Brand Manual
SCHOOL’S HISTORY
OUR MISSION
In the year February 1949, Mrs. Nasra Wazir Ali began the school, with a nursery class in her living room at her house. In about three months, the living room and the three rooms had been converted into classrooms. She then went on to look for a larger space to move the school into as the number of students began to increase rapidly and finally in 1955 she succeeded in renting half a house situated at the back of Empress Market. Mrs. Nasra Wazir Ali and her brother Mr. Zafarullah Khan Malik decided to establish a Trust and transfer the School with all its assets to the Trust. Education Trust Nasra School was registered in 1950 and a memorandum was signed. In 1957 she located this present plot with a old stone house in the centre and a row of dilapidated outhouses.
The Education Trust Nasra School was established in 1949 with an aim to provide quality education facilities to all and especially to children who come from families with low income. Every year the School fund provides education to more than 11,000 children. The fee charges are very nominal and the Education Trust provides free-ships to the extent of 10%, which are given to the needy and deserving children. The aim of the school is to provide high quality and economical education to children which enables them to serve the nation at the highest level in future.
8
Education Trust Nasra School
9
Brand Manual
LOGO
10
Education Trust Nasra School
Brand Manual
LOGO INSPIRATION
THE LOGO
Sunrays represent hope, positivity and growth where as the candle flame depicts light and openness. Also the flame of the candle has been incorporated into the logo to depict its power of spreading light and knowledge in darkness or ignorance.
The logo embodies the philosophy and vision of the Nasra School which is to spread light through education. The logo consists of both typographic and graphic elements.
The green colour has been used to represent growth and hope, as it represents growing grass and freshness.
The two graphic elements are the radial lines depciting sun rays and the flame of a candle. These graphic elements are contained within a circle. The typeface used for the Nasra School Logo is Garamond Bold. A serif font has been used to maintain and preserve the character and history of the school. This typeface has been used in all caps for the purpose of legibility in smaller scales of the logo and the overall integrity of the logo design.
11
12
Education Trust Nasra School
13
Brand Manual
LOGO BREAKDOWN
LOGO SIZE
The logo has been created using the elements from sunrays and a candle’s flame. The flame of the candle has been used to measure different parts of the logo. The degree of separation between the rays must remain constant through out the circular space of the logo as shown. A white border has been incorporated into the design of the logo making the usage of the logo on different coloured backgrounds easy.
The Logo should not be used in a case where its diameter is anything less than 1”. It can be scaled upto any size. The logotype will be introduced wherever the logo becomes illegible due to size. 1”
Logo shown below on different coloured backgrounds to show the the purpose of the white border.
Whenever the logo is used in small sizes for example, one inch, logotype should be used to aid readibility. The logotype version of the logo must be only used as shown above.
14
Education Trust Nasra School
Brand Manual
EXCLUSION ZONE
LOGO TREATMENT
The logo should never be used without the exclusion zone around it as shown in the diagram. The exclusion zone around the logo ensures that the logo is treated as a separate entity and does not get mixed with other visual elements on the page such as text, illustrations, or photographs. The exclusion zone should be maintained regardless of the size in which the logo is being used.
The Nasra School Logo can be used in colour, spot colour, black and white and in reverse. The logo should only use the following spot colour at all times. For single colour printing purposes, the logo can be used in black and white or reverse.
Whenever the logo is used in small sizes i.e one inch minimum, logotype should be used to aid readibility.
15
16
Education Trust Nasra School
17
Brand Manual
CORPORATE TYPEFACE Typography for the school consists of a serif and a sans serif typeface. These fonts are the corporate fonts that must be used on all the school stationery and all school applications. The serif typeface used is Minion Pro. Variations of the typeface may be used such as Minion Pro Bold and Semi Bold. The Sans serif typeface used is Amble. Variations of Amble such as Amble Bold, Amble Light Condensed and Amble Italic may be used where needed. The primary typeface is Minion Pro and the secondary typeface is Amble.
Aa Aa
Minion Pro Regular ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
Minion Pro Bold ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
Aa Aa
Amble Regular ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
Amble Light Condensed ABCDEFGHIJKLMNOPQRSTU VWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
Aa Aa
Amble Bold ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
Amble Italic ABCDEFGHIJKLMNOPQRS TUVWXYZ abcdefghijklmnopqrstu vwxyz 1234567890!?.,;’” /][\=-`~!@#$%^&*()
18
Education Trust Nasra School
Brand Manual
COLOUR PALETTE
CAMPUS LOGOS
The colour palette consist of two shades of green that are used in the fulll colour version of the logo design. these will remain as the primary colours for the design language of the school. A secondary colour is part of the paletter to allow flexibility in design, which is a fresh and lighter shade of green. This colour will be used in the website and other applications.
Subsiduary logos for each campus of the school must be used as shown below. The typeface used for the campus title should be in Minion Pro typeface and will vary for each campus according to the measurements given. For the logotype version of the identity the campus title must be right aligned with the logotype.
19
20
Education Trust Nasra School
21
Brand Manual
LOGO VARIATIONS
The logo can be used in reverse wherever necessary. For example on badges and other trophy’s where it may be embossed.
The logo may be used in the following different ways keeping the colour palette and design sensibility in mind to create consistency in the application and establishment of the identity. The logo can be placed on colours from the colour palette for design in applications.
The logo may be used without its text in the band for in-house usage for example in badges.
The logotype version of the logo can be used in the following band format using the exclusive zone. This format can apply to brochures or bookmarks.
The logo can be placed on coloured images, with care taken that the logo is not lost within the composition of the image or design.
22
Education Trust Nasra School
23
Brand Manual
LOGO MISUSE Logo misuse indicate the ways in which the logo must not be used or modified. The design of the logo cannot be altered comprising readability and integrity of the logo itself.
Do not stretch the logo.
Do not use any other shade of green other than the specified colours.
Do not use gradients in the logo.
Do not place the logo on any other colour besides the colour palette.
Do not use the logo on gradient backgrounds.
Do not use the logotype without the emblem.
24
Education Trust Nasra School
25
Brand Manual
IMAGERY The imagery used in application of the identity will show activity in the school such as photographs of children playing in the ground, teachers conducting a class or students participating in co-curricular activities. The school campuses would be photographed emphasising it’s architecture while it functioning in the school year. Vibrancy and liveliness is preferred for the photographs. Moreover, the images on the website will be black and white wherever they are part of clickable tabs. Following the imagery defined static images on website will be used in colour showing schools activities.
Activities in the classroom will be photographed for usage in applications. The children can be encouraged to look at the camera when photographing.
The school campuses should preferably be photographed when there are children and students on the grounds participating in school activities.
27
Brand Manual
STATIONERY
28
Education Trust Nasra School
BUSINESS CARD The size of the business card is 3.5”x2”. The font used for the name of the person is Minion Pro with point size 9. The other details have been written with the font Amble Condensed. The logo at the back of the business card has a width of 1.5”.
Brand Manual
29
30
Education Trust Nasra School
LETTERHEAD For the A4 sized letterhead margins of half inches have been left on all four corners. The font Amble Condensed of point size 9 has been used for the sending address on the top right of the page. At the bottom are the addresses of all 5 campuses. Amble Condensed has been used however it is sixty percent gray.
Brand Manual
31
32
Education Trust Nasra School
ENVELOPE For the 9.5”x 4” envelope, margins of 0.5” have been left on all corners. The sending address at the bottom of of the envelope is written in Amble Condensed font with point size 10 and eighty percent gray. The back of the envelope has the addresses of all 5 campuses at the bottom. Font used is Amble Condensed with point size 8 and seventy percent gray.
Brand Manual
33
35
Brand Manual
APPLICATIONS
36
Education Trust Nasra School
OFFICE FILE The 10”x 12” office file contains the logo in reverse which is centrally aligned. The logo has a space of 3.9” from the left and right and 2” from the top. The 6”x2” white band is 2” from the the bottom, left and right. The font used is Amble Regular with point size 16. The side of file has a 2”x 8” vertical white band. The size of the logo is 1.5” and the margins on top, left and right is 0.25”. It has the logo is full colour over white background.
Brand Manual
37
38
Education Trust Nasra School
NOTEBOOK The 10” x 7” notebook consists of centrally aligned logo. The circular logo is placed 2.25” from the sides and 0.75” from the top. The font used in the 5”x2.25” box is Amble Condensed with point size 17. This white box with green outline is place 1.5” from the bottom and 1” from the sides.
Brand Manual
39
40
Education Trust Nasra School
REPORT BOOK The report card is of 6.5” x 9.25” size. The logo placed centrally aligned in reverse. The white outlined rectangle is 0.75” from the from the top and bottom of the report card. The logo placement is 1.75” from the sides and 1.5” from the top. The font used in the 4” x 2” white box is Amble Regular with point size 15.
Brand Manual
41
42
Education Trust Nasra School
POCKET The size of the logo on the pocket is 1.5” in diameter. The space from the edges of the pocket on all sides is 1.5”.
1.5”
1.5”
Brand Manual
43
44
Education Trust Nasra School
NEWSLETTER MASTHEAD The masthead design uses the logo in 1.5” diameter on a A4 sized design. The design of the newsletter is however measurement by ‘x’ which relates to the width of the flame from the logo, since the newsletter is an online based venture. The exclusion zone around the logo is maintained. The title is written in all caps in Dubiel Regular. The ‘R’ of the title has been modified for the purpose of this masthead design. The small type is written in Dubiel Italic. The date uses Amble Condensed in all caps.
Brand Manual
45
46
Education Trust Nasra School
Brand Manual
BROCHURE
WEBSITE
The brochure is design using the logo is band, along the bottom edge of the front page. This format should remain consistent for all brochure designs, where the images and inside design may vary. The exclusive zone has been used in this logotype version of the logo.
Nasra school website has to be consistent with the brand identity structure. The colour palette for the website shall remain exactly the same as that used in the branding of the school. However, a few additions can be made for website design to keep in sync with a digital design sensibility. The website design functions on a modular grid, with an easy-to-use design approach. The feel of the website is unconventional for a school website keeping the progressive ideology of the school in mind. The font used for the body copy on the website is Verdana, where as the headings and other tabs is Arvo Regular.
47
48
Education Trust Nasra School
Brand Manual
BADGES
SCHOOL VAN
The dimensions of the badges must be 2� in diameter. The house badges would bear the logo in four different colours: red, green, yellow and blue. The logo without the text in its band would be used here since the usage is in-house.
The Nasra School vans shall bear the logo of the school and shall be consistent with the brand identity structure. The logotype version of the logo is used on the van, since the van may be viewed from a distance. This aids readability of the school’s name.
49
CONTACTS 55, Depot Lines, Saddar, Karachi – 74400 Phone: 021-32234042 37/2-3, Hansabad, (Rafe-e-Aam Society) Malir, Karachi – 75210 Phone: 021-34506989 Sector 3-B, Scheme 33, Super Highway, Gadap Town, Karachi. Phone: 021-36830118, 021-36830147 Plot No. ST-2, Sector 5-J, North Karachi, Karachi. Phone: 021-35436333, 021-32062125 Dar-us-Salam Co-op. Housing Society Ltd. Sub Sector F, Korangi, Karachi. Phone: 021-35052009, 021-35070776