All India Radio Brand Guidelines
Digital publication of a student document. For private circulation only. Fashion Communication department 2017 National Institute of Fashion Technology, Bengaluru, India All rights are reserved. No part of this book, either text or illustration, may be used or reproduced in any form without prior written permission from the publisher. Guided by Sanjeev C M Branding by Sakshi Kumari
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INTRODUCTION This document has been created as a guide which contains a summary of the thinking behind our new brand, an overview of our creative style and an explanation of the basic elements of our new identity. The intent of this booklet is to keep consistency within the brand and ensure that we are always represented as intended - inspiring and genuine. It will help you envision how the Akashvani is evolving and will serve as a guide for implementing the Akashvani brand identity system. So dive in and get to know us!
THE BRAND
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REBRANDING T
SPECIFICS
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IDENTITY
APPLICATIONS
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Akashvani Existing Identity Vision Mission
Clearspace Minimum Size Agency Identification Light Background Dark Background Do’s and Dont’s
Print - Visiting Card Envelope Letterhead Digital - Website Mobile App
... 03 ... 04 ... 05 ... 06
... 29 ... 30 ... 31 ... 33 ... 34 ... 35
Repositioning Concept Mood Board Colour Palette
Logotype Primary Logo Secondary Logo Colour VAriation Visual Identity Typography
... 09 ... 10 ... 11 ... 12
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... 15 ... 17 ... 18 ... 19 ... 21 ... 25
... 39 ... 40 ... 41 ... 42 ... 43
CONTENTS
THE BRAND
The Brand
AKASHVANI All India Radio (AIR), officially known since 1956 as Akashvani, literally meaning ‘voice from the sky’, is the national public radio broadcaster of India and a division of Prasar Bharati. Established in 1930, it is one of the largest radio networks in the world. Akashvani has been serving to inform, educate and entertain the masses since it’s inception, truely living upto its motto, ‘Bahujan Hitaya: Bahujan Sukhaya’. All India radio seeks to represent in its national and regional programmes, the attitudes, aspirations and attainments of all the Indians and attempts to reflect, as fully and faithfully as possible, the richness of the Indian tradition and the reach of the Indian mind. Motto: ‘Bahujan Hitaya’ - For the welfare of many ‘Bahujan Sukhaya’ - For the happiness of many
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Signature: 1. A.I.R (All India Radio) 2. Akashvani
Ashok Chakra
The Motto
The Motto
All India Radio (AIR)
Contour of Indian Map
Brand Name
EXISTING IDENTITY All India Radio Brand Guide
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The Brand
VISION Being a National Public Service Broadcaster, All India Radio (AIR) is committed to empower all types of the masses/ citizens by disseminating information and programme on education and entertainment by having strong electronic Radio broadcast media using state of the art technology.
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MISSION 1. To uphold and strengthen unity, national integrity, democratic and secular values, and communal harmony by informing, educating, and entertaining people at large. 2. To develop a powerful electronic communication medium to disseminate messages and information uniformly to reach all people of the country and also abroad. 3. To broadcast timely, updated, objective, comprehensive and balanced news in unbiased manner and cover major events, and changes in socio-economic development and life style of national and international importance. 4. To achieve international standards in broadcast programme content presentation and quality of signal. 5. To encourage international co-operation and global harmony.
All India Radio Brand Guide
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REBRANDING
Rebranding
REPOSITIONING Radio has made a comeback in the lifestyle of the Indians. The new India deserves an active All India Radio that focuses on all ages and all sectors of the society irrespective of their linguistic, cultural or regional background. As All India Radio changes forward – entering new markets, reaching out to new audiences, expanding all across India, it is essential that the brand identity grows with it. It is important to make sure that the brand captures new audiences while keeping existing customers loyal and happy. These interactions have to be highlighted in the new logotype and visual identity. Project Objectives: 1. To represent Akashvani as a brand which is up to date with this modern era of social media and new technology. 2. To create a brand identity that appeals to all Indians irrespective of their regional and cultural differences. 3. To symbolize the unity of the country. The task is to design a modern style visual for the brand that makes it more attractive and shows the current state of the brand.
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CONCEPT Inspiration: Chaldni Patterns Chladni was a musician and a physicist who is known as ‘Father of Acoustics’, the science of sound. he through his experiments was able to find a way to make visible what sound waves generate. He demonstrated that sound actually does not affect physical matter and that is has quality of creating geometric patterns. These patterns are known as Chaldni Patterns. They give us a better understanding of the propagation of the sound waves and variation caused by differences in tones and frequencies. Since the Chladni patterns indicate how vibrations affect our physical reality, it is a good concept for rebranding Akashvani. The patterns obtained by him can be used as an inspiration to create the brands visual identity.
All India Radio Brand Guide
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Rebranding
MOOD BOARD
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PANTONE 7455 C CMYK: 90, 70, 0, 0 RGB: 40, 85, 160 # 2456a2
PANTONE 7459 C CMYK: 80, 30, 10, 0 RGB: 28, 140, 190 # 1c8abb
PANTONE 142 C CMYK: 20, 30, 100, 0 RGB: 210, 170, 45 # d7af2b
COLOUR PALETTE Colour palette is an integral part of brand identity. Consistent use of the colour palette will not only reinforce the cohesiveness of the brand, but colour also serves as a psychological purpose by communicating a certain feeling to the audience. The blue and orange colour palette is reminiscent of the patterns obatained by Chladni. Moreover, these colours represent the values of All India Radio. The different shades of blue recharges the viewer while the orange gives a friendly feel.
All India Radio Brand Guide
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IDENTITY
Identity
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LOGOTYPE This is the primary logotype for AIR, this logo symbolizes the passion for interconnection between creative talent and the brand itself. This logotype is the central element in AIR’s visual communications system. Through consistent and repetitive use as a signature device and design element in all of AIR’s visual communications, the logotype becomes a visual shorthand which identifies the Agency and symbolically embodies its activities, achievements and goals. In the logotype, the letters A-I-R are reduced to their most simplified form . The strokes are all of one width , evoking the qualities of unity and technical precision. Elimination of cross-strokes in “A“ imparts a vertical thrust to the logotype and lends it a quality of uniqueness and contemporary character. The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically.
All India Radio Brand Guide
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Identity
PRIMARY LOGO The new logo speaks to the fact that while the brand is keeping up with the times, we’re not risking our values and standards. With a light, airiness to it’s letters and colour, the logo invites our readers to spend their time and experience with us. It’s our welcoming doormat. It completely embodies the core values of the identity. The All India Radio logo isn’t really new, it is the identity that has been hiding there all along, a realization of everything that Akashvani has embodied within it..
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This is the primary version of the logo. It should be used in all cases possible, unless shape, length or fill creates any issue.
x
SECONDARY LOGO Just as the logo itself suggests the idea of possibilities, our brand offers possibilities. While the primary logo should be used whenever possible, we understand that scenarios will arise that can compromise the legibility of the logo or that are just not compatible with it. We offer this version of the logo as a secondary mark. It is to be strictly used only when the primary logo is ill-fitted to the situation. The composition is constructed to fit in narrower branding materials. It is made to be used in small spaces, unless it is being used as a graphic element.
This version of the logo should be sparingly and only when something shorter is needed. It can be used as a graphic element in places where the background affects primary logos’ legibility.
All India Radio Brand Guide
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Identity
COLOUR VARIATION The world is the highly visual place, and most individuals read through sight first and foremost. One aspect of any brand that is not only most highly visible, but also has a hefty deal of psychological meaning to individuals is colour. The All India Radio logo colours are as important to us as the logo itself. The correct color for use in the AIR logotype is shown below. This is a very active color which brings a kinetic dimension to the letterforms and reflects the lively and future oriented character of Akashvani. In order to maintain the integrity of the iconic logotype, please use the approved colour variations in which the logo can be used with. We want to make sure that the logo can find a home on any surface. For this reason, we offer different colour genres to designers and users that include single colour, grey scale and one colour. These genres should only be utilized when using the full colour impairs the logo’s legibility. COLOUR MAY BE CRUCIAL, BUT WITHOUT PROPER LEGIBILITY, IT IS NOTHING.
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1. 2.
Secondary Logo Primary Logo
1
2
All India Radio Brand Guide
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Identity
VISUAL IDENTITY
+
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=
All India Radio Brand Guide
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Identity
1.
Single colour 70% Black
1
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2
2.
Single colour PANTONE 7455 C CMYK: 90, 70, 0, 0 RGB: 40, 85, 160 # 2456a2
All India Radio Brand Guide
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Identity
TYPOGRAPHY Akashvani utilizes three typefaces. The first is Oxygen Regular, a bolder typeface that is used for headings in printwork, on posters, billboards, and also on web applications. The second is Yu Gothic UI Light, a thinner version of the header. This version is used for larger bodies of type, such as in this paragraph. It can be used in larger scale and all caps, as well as small and in upper and lower case. The final typeface is Adobe Garamond Pro, an italic typeface that softens the brand and creates a sense of class. This typeface is used for captions. It is also used for smaller bodies of type that are usually inferior in hierarchy. All these typefaces combine to enhance the brands image of connection and creates a sense of belonging. They should be combined carefully to maintain this concept.
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1. 2. 3.
Regular 10 point size 12 point leading Light 10 point size 12 point leading Italic 10 point size 12 point leading
1
OXYGEN (REGULAR) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
2
YU GOTHIC UI (LIGHT) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
3
ADOBE GARAMOND PRO (ITALIC) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
All India Radio Brand Guide
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SPECIFICS
Specifics
CLEAR SPACE In order to maintain the integrity of the iconic logotype, it is important that no other logos, type or graphical elements infringe on it’s space. To enable the Akashwani logo and visual identity appear prominently in its primary usage of full colour without interference from other elements, a clearance zone of distance ‘x’ is necessary. This clearance zone should be observed on all the possible applications.
x
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y
25mm
15mm
MINIMUM SIZE The minimum size of the logotype and the visual identity that may be used for print applications is 15mm and 25mm respectivelly.
All India Radio Brand Guide
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Specifics
AGENCY IDENTIFICATION Combination of logo, logotype and orientation: To identify the agency, as a total entity, the AIR logotype is shown in conjunction with the full agency name (All India RAdio). The lettering style used in the center name is Oxygen (regular) and Khula(devnagri). These regular lettering styles used in the agency assures that the center name receives enough emphasis even though it is lower case.
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1. 2.
‘Akashvani’ in first visual has been been written in YU Gothic Light. The second typeface used is Khula which is a contemporary text Devanagari typeface family designed by Erin McLaughlin.
All India Radio
All India Radio Brand Guide
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Specifics
LIGHT BACKGROUND 1.
2.
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Background PANTONE 142 C CMYK: 20, 30, 100, 0 RGB: 210, 170, 45 # d7af2b Logo PANTONE 7455 C CMYK: 90, 70, 0, 0 RGB: 40, 85, 160 # 2456a2
DARK BACKGROUND 1.
2.
Background PANTONE 7455 C CMYK: 90, 70, 0, 0 RGB: 40, 85, 160 # 2456a2 Logo: White
All India Radio Brand Guide
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Specifics
DO’S AND DONT’S Guidelines: Few rules are necessary for maintaining the integrity of the brand. These guidelines outline the general rules when using AIR’s brand assets and showcasing AIR’s content. Consistent use of these assets helps people easily recognize references to AIR and protect company trademarks. Here are a few examples of some ways you should never consider using the logo. 1. Don’t place the logo over colours other than specified 2. Don’t rotate the logo
3. Don’t deconstruct the logo
4. Don’t distort, stretch, or alter the logo in any way
5. Don’t add drop shadows, bevels or any other effect 6. Don’t use unapproved colours 7. Don’t outline the logo 8. Don’t use gradients
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1
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3
4 All India Radio
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All India Radio Brand Guide
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APPLICATIONS
Applications: Print
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All India Radio Brand Guide
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Application: Digital
All India Radio Brand Guide
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BRANDING AND DESIGN sakshi.kumari.1@nift.ac.in