BRAND MANUAL
DESIGN & BRAND GUIDELINE
Brand Guideline
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table of contents INTRODUCTION CORPORATE LOGO CORPORATE TYPOGRAPHY CORPORATE COLOR SYSTEM STATIONARY VISUAL IDENTITY BRAND STRATEGY IMAGARY GRID SYSTEM CONTACT
Pashmina Goat Project
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INTRODUCTION
Brand Guideline
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about the founder
BABAR AFZAL founder Pashminal Goat Project
Before he implemented his entrepreneurial solutions, Babar became a shepherd to empathise with the hardships of the community he had vowed to protect. And he almost lost his life in the process. “I got to know that a flock of Pashmina goats was attacked by snow leopards in a village in the outskirts of Leh. The only reason Babar survived is because the shepherds came to his rescue. It comes from a journey that is intertwined with different threads. Of the community that has protected the Pashmina goat from centuries. Of a textile so pure that it rests atop everything the world calls luxury. Of a place that is being hit by the severe impact of climate change. Of a state that is known mostly for disturbances and terrorism. It’s about my own journey of quitting a corporate career and taking on a mission to guard the roots of the eco-system and protect the perfection that is Pashmina. And in the process give back as much to the community that has selflessly given us the finest fabric known to man. Pashmina Goat Project
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pashmina goat project This is a project, a campaign to create awareness & promote pashmina goat project as an environment friendly company. The design concept and spirit behind this set of collaterals & vehichles is to highlight the message of Pashmina Goat as an advocate of dying crafmanship. Pashmina Goat Project gives great importance to the raw materials they use, as they themselves harvest them year after year. It is the world’s finest pashmina handcrafted in the blue spotted hills of Kashmir by artisans. Its designs are nothing less than unique and exceptional.
Brand Guideline
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CORPORATE LOGO
Pashmina Goat Project
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• From Goats to Luxury Wraps •
logo The goat was a starting point for the brand, hence used as the central figure for the company symbol. Hence, the logo takes the appearance of Goat which has been given a modern graphic makeover : a complementary value to the products authenticity, as the brand is what breathes life into the whole corporate personality. The overall look synthesizes the humble gesture towards goats. The sharp endings of the symbol possesses a level of sophistication, which makes them in-herent, recurrent visual elements of the identity. To emphasize the rich and artisitic image, we opt for a detailed & modern style.
Pashmina Goat Project
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Brand Guideline
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vertical layout & clearspace The logo will alwyas have a minimum amount of surrounding negative space. The unit of measure is the height of the tag line. This measurement is the minimum amount of negative space allowed. The distance twice this measurement is prefered.
16X 8X
X X
X
• From Goats to Luxury Wraps • 16X
Pashmina Goat Project
X X X X X X
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horizontal layout & clearspace The horizontal format should be used only when the vertical layout is not feasible. The minimum mentioned negative space should be given to achieve visbility and maximum impact.
X X X
8X
12X
• From Goats to Luxury Wraps •
Brand Guideline
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sizing The logo must be perfectly legible, so the minimum acceptable width for on-screen use is 36px. Depending on the material onto which the logo is printed, it may require a greater width than the stated minimum. The logo should not be printed smaller than 30px in width.
105 px
135 px
80 px
Pashmina Goat Project
55 px
30 px
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CORPORATE TYPOGRAPHY
Brand Guideline
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typography The composition uses a script typeface with a flow, as the design idea was going to be reporduced in several different formats and mediums. Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this century’s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline.
Pashmina Goat Project
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Brand Guideline
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primary font Typeface
GRAUBLAU SANS
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Figures
1234567890
Special Character
!@#$%^&*()_+-=/,.;:‘“~`[]{}<>?
Sentence
The quick brown fox jumps over the lazy dog
Pashmina Goat Project
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secondary font Typeface
PRATA
Regualr
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Brand Guideline
Figures
1234567890
Special Character
!@#$%^&*()_+-=/,.;:‘“~`[]{}<>?
Sentence
The quick brown fox jumps over the lazy dog
Heading
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOGS
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tertary font Typeface
saldina
Regular Glyphs
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Regular front tail
abcdefghijklm nopqrstuvwxyz
Regular rear tail
abcdefghijklmnopqrstuvwxyz
Figures
1234567890
Special Character
!@#$%^&*()_+-=/,.;:‘“~`[]{}<>?
Sentence
The quick brown fox jumps over the lazy dog
Pashmina Goat Project
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typography & hierarchy Typographic hierarchy is another form of visual hierarchy, it presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Pashmina Goat Project layouts. Caption
Pashmina Goat Project
Graublau sans Regular 9 pt Type/ 9 pt Leading
Body
Pashmina Goat Project Graublau sans Regular 12 pt Type/ 15 pt Leading
Body Highlight
Pashmina Goat Project Graublau sans Bold 12 pt Type/ 15 pt Leading
Brand Guideline
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typography & hierarchy... subheading
pashmina goat project Prata Regular - all lowercase 16 pt Type/ 16 pt Leading
Heading
PASHMINA Prata Regular - all uppercase 32 pt Type/ 30 pt Leading
Title
PASHMINA Prata Regular - all uppercase 48 pt Type/ 40 pt Leading
Pashmina Goat Project
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CORPORATE COLOR SYSTEM
Brand Guideline
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color system The primary colors are white and black which emphasizes the pure form of the Brands products. The white space expresses the potency and energy - the passion that the craftsman hold for the profession. The composition uses flat colours as the design idea was going to be reporduced in several different formats and mediums.
Pashmina Goat Project
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summer
spring
seasonal color theme
winter
autumn
Brand Guideline
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color system SEASONAL
Spring
Autumn
Summer
Winter
Forever
C 37 M 0 Y 14 K 20
C 37 M 0 Y 14 K 20
C 0 M 27 Y 36 K 4
C 11 M 9 Y 0 K 7
R 128 G 203 B 175
R 251 G 221 B 137
R 244 G 179 B 155
R 210 G 215 B 237
C 0 M 17 Y 27 K 65 R 89 G 74 B 65
Pantone Solid Coated
Pantone Solid Coated
Pantone Solid Coated
Pantone Solid Coated
Pantone Solid Coated
338 C
1205 C
488 C
2706 C
2335 C
2 COLORS Foreground
Background
C 18 M 51 Y 0 K 85
C 0 M 18 Y 70 K 7
R 32 G 19 B 39
R 238 G 194 B 72
Pantone Solid Coated
Pantone Solid Coated
276 C
129 C
2 COLORS
Foreground
Pashmina Goat Project
Background
C 0 M0 Y0 K0
C 0 M0 Y 0 K0
R 0 G0 B 0
R 255 G 255 B 255
Pantone Solid Coated
Pantone Solid Coated
Black 6 C
663 C
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logo & color The brand color palette is flexible as per the season. This change will reflect at the brand touch points.
• From Goats to Luxury Wraps •
spring
• From Goats to Luxury Wraps •
summer
• From Goats to Luxury Wraps •
autumn
Brand Guideline
• From Goats to Luxury Wraps •
winter
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logo & color
• From Goats to Luxury Wraps •
• From Goats to Luxury Wraps •
spring
• From Goats to Luxury Wraps •
summer
Pashmina Goat Project
autumn
• From Goats to Luxury Wraps •
winter
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STATIONARY
Brand Guideline
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business card This shows the approved layouts with the primary elements of the Pashmina Goat Project stationary System for business cards.
Front Side
• From Goats to Luxury Wraps •
Design Parameter Dimensions : 85 x 55 mm Paper Type : 400g/m Handmade white Print : CMYK
Babar Afzal Founder, Kashmir Ink
babarafzal@kashmirink.com
Back Side
+91 1234567890
Pashmina Goat Project Pvt. Ltd. KashmirInk.com
Pashmina Goat Project
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company letterhead
Babar Afzal
Founder, Kashmir Ink babarafzal@kashmirink.com +91 1234567890 Pashmina Goat Project Pvt. Ltd. KashmirInk.com
Pashmina Goat Project
Fabric, Stoles & Shawls sourcing, driectly from Himalyas
This is a project, a campaign to create awareness & promote pashmina goat project as an environment friendly company. The design concept and spirit behind this set of collaterals & vehichles is to highlight the message of Pashmina Goat as an advocate of dying crafmanship.
• From Goats to Luxury Wraps •
Pashmina Goat Project gives great importance to the raw materials they use, as they themselves harvest them year after year. It is the world’s finest pashmina handcrafted in the blue spotted hills of Kashmir by artisans. Its designs are nothing less than unique and exceptional. This is a project, a campaign to create awareness & promote pashmina goat project as an environment friendly company. The design concept and spirit behind this set of collaterals & vehichles is to highlight the message of Pashmina Goat as an advocate of dying crafmanship.
This shows the approved layouts with the primary elements of the Pashmina Goat Project stationary System for letterhead. Brand Guideline
Dimenstions: 220 x 110 mm Paper Type: 180 g/m uncoated white Print: CMYK
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company envelope This shows the approved layouts with the primary elements of the Pashmina Goat Project stationary System for envelopes
• From Goats to Luxury Wraps •
babarafzal@kashmirink.com +91 1234567890 Pashmina Goat Project Pvt. Ltd.
Front Side
Dimenstions: 225 x 75 mm Paper Type: 300 g/m uncoated white Print: CMYK Back Side
Pashmina Goat Project
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calendar january
february
Sun
Mon
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Sun
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march
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8
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10 11
Sun
5
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7
april
Wed
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Sun
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10 11
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may Sun
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june
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july
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august Thu
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september Sun
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october
november
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december
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Brand Guideline
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mobile layouts
Pashmina Goat Project
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visual identity The primary identity element is not only a logo, but also symbolic universe with a life of its own. A consistent espression throughout makes up the backbone of the graphic identity. Unique patterns were created to add visual richness. The honest and direct visual language supported by typographic style clearly communicates the core values such as honesty, craftsmanship, commitment and quality.
Brand Guideline
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brand strategy A woman wearing the pashmina shawl can be used as the brand avatar. As the look and feel had to majorly entice women. Brand avatar will transmit the spirit of exclusiveness and elegance in the overall brand image. Furthermore, the touchpoints can have unique scent associated with the brand. It will help in breaking away from the competition and establish a pervasive brand presence. Identity & uniqueness come to the fore when the brandâ&#x20AC;&#x2122;s symphony of collections is juxtaposed with austere underground of Brand avatar & becomes a morphing of design patterns. With contrast filled universe, the solution seeks not only to break with traditional perception of beauty & fashion- it also challenges the classic approach to working with identity. Customers these days are more inquisitive than ever, a regular change will bring the customer close to the brand. One approach could be, every 3 months design a new packaging graphics to replace the current one. Each designed is themed with current events or a cause that the owner is involved with. Customers of the brand will come back to expect a new art on the package on a regular basis.
Pashmina Goat Project
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Imagery
Pashmina Goat Project
Kani twigs
A BRAND FOR YOU
Pashmina Goat
Brand Guideline
A brand for you
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image blending mode
Image effects and blending modes raise the conclusion and the recognisibility of a brand. Also they are able to divide control and other graphical elements that are used in layouts. In the same way the support statement of the used images and raise application possibilities.
Image Blending Example
Pashmina Goat Project
PASHMINA a gift of life
A BRAND FOR YOU
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GRID SYSTEM
Pashmina Goat Project
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vertical grid system In graphic design, a grid is a structure made up of a series of intersecting straight(vertical, horizontal and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (Images, glyphs, paragraph) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
Brand Guideline
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vertical grid system...
Pashmina Goat Project
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grid system
This shows as approved layout with a typography grid for a A4 Poster Design A4 Poster Example
Why Pashmina ? Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline. Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline.
A BRAND FOR YOU
01
Brand Guideline
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horizontal screen
PASHMINA a gift of life This shows as approved layout with a typography grid for a Website
Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline. Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline.
Web Layout Example
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vertical screen
This shows as approved layout with a typography grid for a Tablet
PASHMINA a gift of life
Tablet Example
Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline. Pashmina Products are 100 % pure ultra fine wool which is hand woven with intircate design patterns. It uses tools like Handlooms, Kani twigs which are time honored tools required before this centuryâ&#x20AC;&#x2122;s old tradition. This fact is fully realized and used as an component in the logotype with a modern serif type face for the tagline.
Brand Guideline
A BRAND FOR YOU
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Designed by
Nikhil Mittal Mobile - 80035 4 4903 nik hilbits25@g ma il.com
Pashmina Goat Project
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Brand Guideline
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c
Nikhil Mittal