VISUAL IDENTITY DESIGN GUIDELINES
about visual identity design ?
WHAT IS AN EFFECTIVE VISUAL IDENTITY? Clear semantic perception of the Institution. Should be bold, direct and memorable. Unique in its own domain of visual identities. Communicate the institute’s persona. Work well across media and scale. Work both in black and white and in colour.
WHAT IS LOGO/SYMBOL? The logo/symbol is the focal point of any identity system and the key to its acceptance. Logos are signs, visual or word marks of identity designed for easy recognition in every part of the world, from international corporation, to charities, political parties, to community groups, Educational Institutions, etc. Logo/symbol help us distinguish one institution from another. The way a logo does this is by reflecting visuality, the activities, values or attributes that represent an institution best-in the view of the Institute’s visionaries. WHAT DO LOGOS MEAN? Their main purpose is to be informative (visually) to convey to whom or what something, someone, somewhere belongs. Institutions which branch into various disciplines of their study domains, usually depict a vision, a visual statement through their logos; a statement with which one can identify the institution, hence are more abstract in nature. To depict a concept abstraction is preferred and the semantics of the form potrays the visual attributes.
previous visual identity
(Need for Change)
TATA CENTRE FOR TECHNOLOGY AND DESIGN IDENTITY IS USED WITH THE IIT BOMBAY IDENTITY TO MAKE UNDER A SAME FAMILY TO SHOW THAT IT IS A SUBSIDIARY INSTITUTION WHICH COMES UNDER INDIAN INSTITUE OF TECHNOLGY. - No meaning of using gradients in the identity ad per the requiement by considering other identities made by IIT, TATA, etc. - For is used in the form point 3 points which is appealing but not having other meaning instead the word “for” makes confusing for the public. - Using sharp edge in the typeface for identity “TATA CENTRE FOR TECHNOLOGY AND DESIGN” gives the feel of technology but makes apart from the design.
Color used - Same Line is the branding elements in both the identity.
Color is not the same. Color needs to be defined. Same branding elements bring both identities into same visual famiy.
For steping another level, Tata Centre for Technology and Design that comes under IIT Bombay need a new identity to stand for the development in the society. A new name, a new face, a new beginning, which was required to be translated into a visual language, the Institution could reckon with. The legacy of Tata Cantre is retained by the virtue of the designs which made by a technolgy which merges together to form an innovative solution.
TATA CENTRE FOR TECHNOLOGY AND DESIGN IIT Bombay MIT, USA TATA Group 19 Projects
Science Engineering
Art Creativity
tata
centre
line used as it represents technology as well as design
Visual Identity Font taken = CoolveticaRg-Regular
Line = Represent technology as well design (as the one of the fundamental basic element)
Circle = To be focused Also denote the centre And, its also one of the basic element from technology and design.
final identity
45 degree angle
as identity individually gives very harsh feel by the cuts.
used for slicing the visual identity form “t� to take it towards technology as in the identity the base curve is taking it more towards design.
Baseline
It gives the abstract form feel which is valid for both the term technology and design. The shape comed up after slicing takes identity towards technology.
Identity itself says “t” as well the combined form of ‘t’ and ‘c’.
The curves is focused towards the design.
Design Philosophy: The curved geometric patterns striving to achieve a goal manifesting the merging of technology and design together and using of plus symbol as the branding elements which itself says about the technology and design. The pattern symbolize the clarity of the thought about the innovation or solution which comes through colliding technology and design togetherly, guilding a focused mind with self confidence, seeking fresh avenues in all directions.
mirror image d t
As using th slicing on only one side making harshness to the identity.
Another slice used to balance the importance of both the technology and design perfectly.
Logo Configuration: The logo is available in different configurations and permits varied use considering a wide range of applications. Each configuration should be treated as a single unit the proportion and spacing of elements should not be altered at all.
Fonts used for the typeface : CoolveticaRg-Regular (Lowercase)
tata centre for technology and design
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
INDIAN INSTITUTE OF TECHNOLOGY BOMBAY
Collaterals - Business Card
MRUNAL PHANSALKAR
DESIGN ASSOCIATE
Tata Centre for Technology and Design Indian Institute of technology, Bombay Powai, Mumbai - 400076, India Email : Phone :
mrunalphansalkar@gmail.com office.tctd@iitb.ac.in +91 22 2576 5901 +91 98674 43474
www.tatacentre.iitb.ac.in
Collaterals - Letter Head Mrunal Phansalkar Design Associate
Carrie Hand 1000 Home Road Hometown OH 00000 February 24, 2009 John Smith Smith Studios 10000 Street Road Hometown, NY 00000 Dear Mr. Smith, The body of your cover letter should tell the employer the name of the job you are seeking, what makes you a good candidate for the position and how you plan to get in contact with the employer in hopes of obtaining an interview. The body of the letter is broken down into the following sections: In the first paragraph you want to mention the name of the job you are seeking and you should also mention any mutual contact you have within the company. This should be a short paragraph so that the intent of the letter stands out. If there is not a specific job, then simply state that you are seeking employment. During my time at Alley and Jacks, Inc., I helped the company increase profits by 43% and our clientele base grew as well. I could not have accomplished this without my wonderful staff, but I do claim responsibility for the growth. The Middle Paragraphs will need to augment what the employer can already read in the resume. You need to sell yourself to the employer and make him or her want to contact you. It is important to make a case for your qualifications and skills in relationship to the job. Give evidence of your experience, such as internships or co-ops. Break down the text into two or three paragraphs. The final paragraph should primarily thank the employer for his or her time, and explain how you will contact the employer. Give the employer at least a week. You have a responsibility to follow up. You can also send an e-mail or a fax to follow up on the hard copy of your resume and cover letter. Use a closing such as 'Sincerely,' or 'Respectfully Yours' Signature Typed Name
Tata Centre for Technology and Design, Lecture Hall No. 02, IIT Bombay Campus, Powai, Mumbai, MH - 400076 Contact Number : 022 2576 5901 | Email Address : office.tctd@iitb.ac.in
Collaterals - Letter Head _____________________ _____________________
Carrie Hand 1000 Home Road Hometown OH 00000 February 24, 2009 John Smith Smith Studios 10000 Street Road Hometown, NY 00000 Dear Mr. Smith, The body of your cover letter should tell the employer the name of the job you are seeking, what makes you a good candidate for the position and how you plan to get in contact with the employer in hopes of obtaining an interview. The body of the letter is broken down into the following sections: In the first paragraph you want to mention the name of the job you are seeking and you should also mention any mutual contact you have within the company. This should be a short paragraph so that the intent of the letter stands out. If there is not a specific job, then simply state that you are seeking employment. During my time at Alley and Jacks, Inc., I helped the company increase profits by 43% and our clientele base grew as well. I could not have accomplished this without my wonderful staff, but I do claim responsibility for the growth. The Middle Paragraphs will need to augment what the employer can already read in the resume. You need to sell yourself to the employer and make him or her want to contact you. It is important to make a case for your qualifications and skills in relationship to the job. Give evidence of your experience, such as internships or co-ops. Break down the text into two or three paragraphs. The final paragraph should primarily thank the employer for his or her time, and explain how you will contact the employer. Give the employer at least a week. You have a responsibility to follow up. You can also send an e-mail or a fax to follow up on the hard copy of your resume and cover letter. Use a closing such as 'Sincerely,' or 'Respectfully Yours' Signature Typed Name
Tata Centre for Technology and Design, Lecture Hall No. 02, IIT Bombay Campus, Powai, Mumbai, MH - 400076 Contact Number : 022 2576 5901 | Email Address : office.tctd@iitb.ac.in
Tata Centre for Technology and Design,Lecture Hall No. 02, IIT Bombay Campus, Powai, Mumbai, MH - 400076 Contact Number : 022 2576 5901 | Email Address : office.tctd@iitb.ac.in
Collaterals - Envelope