TATA CENTRE
FOR TECHNOLOGY AND DESIGN
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.
Research
Engineering
Designing
Centre
Tata
IIT
MIT
Tata
IIT
Technology
Design
Innovation
Technology + Design
Science + Art
Engineering + Creativity
Saffron
Indian Flag White Trinity
Green
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
DESIGN 1
COCOGOOSE TATA CENTRE FOR TECHNOLOGY & DESIGN
Corporate Typeface
Cocogoose (Regular) was chosen for its crispness. the professionalism it portrays through the rendering of its precise curves, its intricate craft and sensitivity towards formalism. The chosen font is an expression of the institution’s character and reflects its values. It has a distinctive, modern appearance. This typeface should be used for all communication.
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890 !#$%^&*()-+=[]{};:‘“ ,./?<>
Secondary Typeface
Myriad Pro should be used as a secondary typeface for all communication designed and published for print communications under TCTD umbrella.
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890 ! # $ % ^ & * ( ) - + = [ ] { } ; :‘“ , . / ? < >
Guidelines for use of bodytype
Body Text: Myriad Pro Regular Emphasis: For headlines & subheads within body copy use Myriad Pro Bold and Myriad Pro Semibold
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 and also relate the same family by having the element from the IIT Bombay logo of the wheel in a different form.
technology
addition
design
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.
centre
|
Sectors1. Agriculture 2. Water 3. Energy 4. Health Care 5. Education 6. Housing
Symbol “+” = Abstract shape from circuit structure = used for technology Symbol “ ” & “|” = Innovation Symbol “+” = Tata Symbol “+” = Health Care
Sun (circular shape)= Hope = Light = Energy
Agriculture Water Abstract shape of letter “C” Curve used for design element
Housing
Education
final design
DESIGN 2
MYRIAD PRO TATA CENTRE FOR TECHNOLOGY & DESIGN Corporate Typeface
Myriad Pro (Bold Condensed) was chosen for its crispness. the professionalism it portrays through the rendering of its precise curves, its intricate craft and sensitivity towards formalism. The chosen font is an expression of the institution’s character and reflects its values. It has a distinctive, modern appearance. This typeface should be used for all communication.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! # $ % ^ & * ( ) - + = [ ] { } ; : ‘ “, . / ? < >
Secondary Typeface
Myriad Pro should be used as a secondary typeface for all communication designed and published for print communications under TCTD umbrella.
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890 ! # $ % ^ & * ( ) - + = [ ] { } ; :‘“ , . / ? < >
Guidelines for use of bodytype
Body Text: Myriad Pro Regular Emphasis: For headlines & subheads within body copy use Myriad Pro Bold and Myriad Pro Semibold
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Corporate Typeface
Anjali Plain (Regular) was chosen for its crispness. the professionalism it portrays through the rendering of its precise curves, its intricate craft and sensitivity towards formalism. The chosen font is an expression of the institution’s character and reflects its values. It has a distinctive, modern appearance. This typeface should be used for all communication.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! # $ % ^ & * ( ) - + = [ ] { } ; : ‘ “ , . / ? < >
Secondary Typeface
Anjali Plain should be used as a secondary typeface for all communication designed and published for print communications under TCTD umbrella. A U a w 1 !
B V b x 2 #
C D E F G H I J K L M N O P Q R S T W X Y Z c d e f g h i j k l m n o p q r s t u v y z 3 4 5 6 7 8 9 0 $ % ^ & * ( ) - + = [ ] { } ; : ‘ “ , . / ? < >
Guidelines for use of bodytype Body Text: Anjali Plain Regular Emphasis: For headlines & subheads within body copy use Anjali Plain
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 and also relate the same family by having the element from the IIT Bombay logo of the wheel in a different form.
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6f
6f
fO g
+
IGN
T
FOR TECHNOLOGY A TRE ND CEN DE A S AT
s ]G
j+ b[ k / f} b of}lu sL P
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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.
fO g
6f
6f
Technology
IGN
T
Design
CH E FOR TE NOLOGY AN R T DD EN ES AC T A
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Innovation (Tata Centre)
DESIGN 3
COCOGOOSE TATA CENTRE FOR TECHNOLOGY & DESIGN
Corporate Typeface
Cocogoose (Regular) was chosen for its crispness. the professionalism it portrays through the rendering of its precise curves, its intricate craft and sensitivity towards formalism. The chosen font is an expression of the institution’s character and reflects its values. It has a distinctive, modern appearance. This typeface should be used for all communication.
ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnop qrstuvwxyz 1234567890 !#$%^&*()-+=[]{};:‘“ ,./?<>
Secondary Typeface
Myriad Pro should be used as a secondary typeface for all communication designed and published for print communications under TCTD umbrella.
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuv wxyz 1234567890 ! # $ % ^ & * ( ) - + = [ ] { } ; :‘“ , . / ? < >
Guidelines for use of bodytype
Body Text: Myriad Pro Regular Emphasis: For headlines & subheads within body copy use Myriad Pro Bold and Myriad Pro Semibold
TATA CENTRE
typeface explorations
TATA CENTRE
FOR TECHNOLOGY & DESIGN
IIT BOMBAY
FOR TECHNOLOGY & DESIGN
IIT BOMBAY
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 and also relate the same family by having the element from the IIT Bombay logo of the wheel in a different form.
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.
THANKS
Saket Raushan