Pooja Kulkarni MA Branding and Identity Design Nottingham Trent University, 2014 Student ID: N0527447 pooja.kulkarni2013@my.ntu.ac.uk
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Typeset in: Lato
the story of the brand
CONTENTS ABOUT TOURISM PROBLEMS NEED PROPOSITION CONCEPT COLOURS TYPOGRAPHY USAGE SIGNAGE SYMBOLS
8 12 16 18 20 22 40 48 52 58 74
ABOUT an introduction to the city
A
urangabad is a city in the state of Maharashtra in the western part of India. Throughout history it has witnessed a confluence of different cultures and with it various forms of art and architecture. What remains now is a legacy of the past. While the city itself has a lot to offer, its proximity from the UNESCO World Heritage Sites of Ajanta and Ellora caves make it a popular tourist destination. It is not uncommon in India to find a region with a long and rich history, but seldom does one come across a region that continues to carry the physical remains from its past. Through the ages this region has been a meeting point of northern and southern India. Developments here, of political, social and cultural nature, helped create an identity that is pan Indian in its ethos. Aurangabad is a rare case whose story goes back to antiquity and which fortunately can be witnessed through the string of remains of each era that the region has borne.
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TOURISM what brings people to the city
T
he region accounts for the largest number of heritage monuments in the state and therefore is considered as the tourist capital of Maharashtra. It is the only district in India with two world heritage sites complimented by numerous other heritage monuments, religious and cultural attractions and a rich craft tradition. From caves executed more than two thousand years ago to centuries old Buddhist classics, this region displays not only a large temporal canvas, but along with it a broad spectrum of styles, techniques and intentions of building. The vivid paintings at Ajanta, the rock-cut marvels of Ellora, the medieval power centre of Daulatabad fort and the Mughal artistry at the Bibi-ka-Maqbara create a vivid mosaic that is truly representative of Indian art, architecture and culture.
13
Bibi-ka-maqbara. Wkipedia [online]. Available at: http://upload.wikimedia.org/wikipedia/commons/2/2f/
PROBLEMS the current scenario
U
nfortunately, much of what we see in the region is under various degrees of deterioration. The unmerciful beast of urbanization has devoured what it could of erstwhile Aurangabad and most of the city’s cherished buildings now remain only in an odd document and memories. One of the major causes of this degeneration is lack of awareness of the nature of heritage and more crucially, its relevance to the present. What we need is a positive outlook towards all that we have inherited and change the mind-set of people to consider heritage as precious asset and not a liability.
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NEED why is branding important for a city
A
urangabad was declared as the tourist capital of Maharashtra recently. With an annual inflow of over twenty-five lakh tourists at about thirtyfive tourist attractions, the tourism potential is not fully tapped due to infrastructural gaps, connectivity and service quality. Today as cities and nations contest fiercely to draw attention, the role of effective design has become evident. Branding the city would explore possibilities to strengthen the identity, unify a culturally complex society, and promote tourism along with increasing the inflow of investments, which would be beneficial for further development.
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PROPOSITION what we intend for the city
‘R
eliving the Glory’ is the proposition that we make for the city. It is an attempt to invite people, both residents as well as visitors, to experience the city as it once used to be, in all its splendor. We want people to feel proud of their heritage and look at the city with a new perspective. Also, ‘reliving’ is all about the present, an ongoing action which people can be part of. Come, step into Aurangabad and experience the glorious past for yourself.
BRAND VALUES Welcoming . Inspiring . Athentic .
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CONCEPT the story behind the identity
T
he idea is derived from simplifying forms that commonly occur in the city. Be it intricate carving, metal inlay, latticework of windows, stone inlay work or the delicate weaves of traditional silk and handlooms. Six forms are shortlisted that form the basis of the visual system. ‘Reliving the Glory’ is broadly classified into four categories in terms of what the city has to offer, which are – architecture, nature, festivals and crafts. The symbol for each of these categories is developed by combining two of the basic forms in a way that best represents the category. The colour palette is devised accordingly.
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ARCHITECTURE
The city of Aurangabad is respected and looked at with pride due to its medieval monuments and cultural heritage. It is known for Bibi Ka Maqbara which is the burial place of Emperor Aurangzeb’s wife, Dilras Banu Begum also known as Rabia-ud-Daurani. It is popularly known as the “Taj of the Deccan�. The 17th-century water mill (Panchakki) is known for its underground water channel, which traverses more than 8 km. to its source away in the mountains. The channel culminates into an artificial waterfall that powers the mill. The city is also famous for the fifty-two gates built in Mughal era. Aurangabad Caves nestled amidst the hills are a group of twelve Buddhist caves dating back to 3 A.D.
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FESTIVALS
Hinduism and Islam are the two predominant religions in Aurangabad. However, the population also consists of followers of other faiths like Christianity, Sikhism, Jainism and Buddhism. Due to this fact there are a number of important festivals that are celebrated in the city which include Ganesh Chaturthi, Dussehra, Buddha jayanti, Khultabad Urs, Mahashivratri, Shiv jayanti to name a few. Apart from religious celebrations, the city is also known to host the Ajanta and Ellora festival, a celebration of classical dance and music. The government of Maharashtra organizes it showcasing best talent from across India.
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CRAFT
Aurangabad is famous for Mashru and Himroo fabrics made of cotton and silk with the lustre of satin. Members of the royal family and an elite few used the famous Aurangabad Himroo. It is a very characteristic form of weaving making fabrics and shawls from Aurangabad famous for their unique style and design. A unique form of gold and silver inlays on copper is preserved here from ancient Persian traditions that have been sustained in the Deccan, known as bidri. A place situated near Daulatabad made the first handmade paper in India after the technology was brought here by Mongol invaders. Interestingly this paper has been used to print the Quran. The Paithani sarees are considered to be a prized possession by one and all. The yarn used is of pure silk and the zari or gold threads are drawn from pure gold.
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NATURE
The city is surrounded by hills and features a semiarid climate. The monsoon months of June to September are the most pleasant months when the flora is in full bloom. The Himayat Bagh is a 17th-century garden that now houses the Fruit Research Station & Nursery. It is a sprawling complex spread over 300 acres, naturally green and in the olden days it was known as the Mughal garden. Salim Ali lake, renamed after the great ornithologist and naturalist Salim Ali, is a bird sanctuary and has a garden maintained by the municipal corporation. Avid nature lovers can head out of the city to the Jayakwadi dam and bird sanctuary to catch a glimpse of migratory birds. Other places of interest include Dnyaneshwar udyan (garden), Gautala wildlife sanctuary and a small hill station Mhaismal.
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COLOURS that represent the brand
41 Amrapali [online]. Available at: http://amrapalijewels.com/index.php
Tanishq [online]. Available at: http://2.bp.blogspot.com/-XjptjrnC3jI/Ubh8f8U6wfI/AAAAAAAAW5g/M2PxnuSSoFc/s640/tanishq-kundan-jewellery-jodhaakbar-collection-7.jpg, https://www.google.co.uk/search?q=tanishq&espv=2&source=lnms&tbm=isch&sa=
CMYK 11, 83, 81, 1
CMYK 19, 84, 90, 8
CMYK 0, 88, 52, 43
RGB 215, 81, 63
RGB 189, 73, 50
RGB 159, 39, 58
PANTONE P 45-15 C
PANTONE P 49-14 C
PANTONE P 64-15 C
44
CMYK 0, 68, 58, 0
CMYK 15, 88, 64, 2
CMYK 44, 88, 36, 13
RGB 243, 117, 100
RGB 205, 68, 82
RGB 140, 60, 103
PANTONE P 55-5 C
PANTONE P 58-6 C
PANTONE P 82-6 C
45
CMYK 0, 25, 89, 0
CMYK 1, 0, 32, 0
CMYK 0, 40, 100, 0
RGB 255, 194, 53
RGB 255, 248, 190
RGB 250, 166, 26
PANTONE P 10-7 C
PANTONE P 1-4 C
PANTONE P 20-7 C
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CMYK 100, 93, 33, 22
CMYK 85, 34, 72, 21
CMYK 80, 10, 45, 0
RGB 35, 46, 98
RGB 32, 112, 88
RGB 0, 167, 157
PANTONE P 101-15 C
PANTONE P 144-14 C
PANTONE P 127-14 C
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TYPOGRAPHY that reinforces the brand values
TAGLINE - Apollo MT | Regular
Aa
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
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SIGNAGE - Source Sans Pro | Semibold
Aa
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
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BRAND BOOK & OTHER COMMUNICATION - Lato
Aa
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
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USAGE to make the brand stronger
Having established the concept for the branding of Aurangabad, it now needs to be visualised across a range of applications. The following pages talk about the brand elements and how to use them consistently for all campaigns concerning Aurangabad. An adherance to these would ensure the brand comes to life with coherence.
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Full colour application
54
Black and white (one colour) application
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Exclusion zone for the identity
x
x
x
x
Minimum size 4 cm
56
Do not -
stretch disproportionately
use colours other than specified
use the identity at an angle
add another graphic element
AURANGABAD include another element in the exclusion zone
use typeface other than specified 57
SIGNAGE extended application of the brand
Signage forms an important aspect of environment design for any public space. These are the spaces that draw crowds in a city and should not be neglected. Proper signage enhances the experience of the visitor by making it more convenient. The proposed signage system is presented on the following pages. Each is developed keeping in mind the categories of architecture, nature and craft. The visual language will be determined by the kind of place the signage needs to be installed at.
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Signage system for a heritage site
P
60
Welcome
Bibi ka Maqbara is believed to be built between 1651 and 1661 C.E. According to the "Tarikh Namah" of Ghulam Mustafa, the cost of construction of the mausoleum was Rs. 6,68,203-7 (Rupees Six Lakh, Sixty Eight Thousand, Two Hundred and Three & Seven Annas) -Aurangzeb allocated only Rs. 7,00,000 for its construction.[6] An inscription found on the main entrance door mentions that this mausoleum was designed and erected by Ata-ullah, an architect and Hanspat Rai, an engineer respectively.
Bibi-kaMaqbara
Parking You are here Information centre Tickets
61
Information Tickets Cafe Toilets Gardens Shop
Signage system for a nature site
P
62
Welcome
Originally known as the Mohammadi Bagh, it is a 17th-century garden that now houses the fruit research station and nursery, which is a part of the Marathwada Agricultural University. It is located near Delhi Gate in Rauza Bagh area of Aurangabad. It is a sprawling complex spread over 300 acres (1.2 km2), naturally green and in the olden days it was known as the Mughal garden. The garden was fortified with an imposing gate and was watered by the Nehr-e-Ambari. Later during the Nizam’s period it was renamed to Himayat Bagh.
Himayat Bagh
Parking You are here Information centre Tickets
63
Information Tickets Cafe Toilets Gardens Shop
Signage system for a craft site.
P
64
Welcome
Information Tickets
Paithani Weaving centre
Cafe Toilets Shop
Parking You are here Information centre Tickets
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Signage and map of attractions in the city
Bibi-ka-maqbara
Delhi gate
Aurangabad caves
Himayat bagh
Soneri Mahal museum
Salim Ali lake
Panchakki
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Mughal art palace
Banners
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Specifications for regulatory signs
P
68
Specifications for identification signs
Welcome
Originally known as the Mohammadi Bagh, it is a 17th-century garden that now houses the fruit research station and nursery, which is a part of the Marathwada Agricultural University. It is located near Delhi Gate in Rauza Bagh area of Aurangabad. It is a sprawling complex spread over 300 acres (1.2 km2), naturally green and in the olden days it was known as the Mughal garden. The garden was fortified with an imposing gate and was watered by the Nehr-e-Ambari. Later during the Nizam’s period it was renamed to Himayat Bagh.
Himayat Bagh
Parking You are here Information centre Tickets
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Specifications for directional signs
Information
Delhi gate
Tickets
Himayat bagh
Cafe
Salim Ali lake
Toilets
Mughal art palace
Shop
70
Specifications for banners
1’
3’
FRONT
BACK
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On-site visualisation for directional signage.
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Visualisation for the application of banners
73
SYMBOLS the ideal way to use them
The beautiful symbols with jewel-like colours that represent the different aspects of Aurangabad look vibrant and appealing when used at varying scales. They can be freely scaled to suit the artwork provided a few basic pointers are followed -
Do not rotate
Use atleast one outer edge
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Do not crop such that it is not recognisable
THANK YOU
2014