BRAND GUIDELINES
Address
Phone & Fax
Online
National Institute of Fashion Technology, ITI colony, Doorbhash Nagar, Raebareli. P.O. 229010
Free Toll: 1500 6362 8282 Phone: +91 99 99999999
lakhbanaras@gmail.com connect@lakhbanaras.wixsite.com
Fax: +91 85 65896248
LAKHBENARAS
BRAND MANUAL
THE GUIDELINE INTRODUCTION These guidelines describe the visual and verbal elements that represent LakhBenaras’ identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our brand. These guidelines reflect LakhBenaras’ committment to quality, consistency and style. LakhBenaras’ logo, name, colors and identifying elements are valuable brand assets.
BRAND MANUAL
CONTENT
ABOUT US CORPORATE LOGO & BRANDMARK LOGO CONSTRUCTION LOGO VARIATIONS & SIZES CORPORATE FONTS COLOR SYSTEMS CORPORATE STATIONERY SYSTEM PACKAGING PROMOTION AUDIENCE REACH
INTRODUCTION
ABOUT US
Lakhbanaras is a humble initiative of the Fashion Communication students of NIFT to study and capture the life, moments and beauty of the wooden lacquerware craft of Banaras. Our aim was to bring an artisan’s perspective to what is already known of the craft, an area that- as we felt- yet lacks sufficient support and opportunities. A traditional art form tracing its roots from the ancient art of ivory carving, the wooden lacquer toy craft has had humble origins before it kissed the glory and mass popularity it so impeccably enjoys today. The world’s oldest city’s gorgeous melange of cultures, diversity and the unmatchable dextrosity proved to be quite a favorable haven for the establishment and nurturing of a new artform. Over the years, with the efforts from the government and art lovers, the craft has soared great heights and now enjoys a cultural identity that so subtly defines the city of Benaras. Since the country’s independence, this unique handicraft has seen both an enormous rise, and a debilitating fall. The survival though, was nothing less than a unique affair of effortless schemes, help from NGOs, subsidies and honest hard work from the artisan community. Today, Lacquer toys of Benaras enjoy the unique status of Geographical Indication tag in India, granted to it in the year 2014, along with other lacquer ware produced in this region. And the legacy, well, lives on.
Lakhbenaras aims to curb the gap between the artisans and the customers by bringing to you, dear customer, a unique variety of authentic, traditional wooden lacquerware.
INTRODUCTION
CORPORATE LOGO & BRANDMARK THE CORPORATE LOGO LakhBenaras’ corporate logo comprises two elements, the logo and the logo type. The logo symbol is a poweful image evoking the nostalgia and toy feeling. It is a powerful motif inspired from traditional motifs of lacquerware through centuries. The logo describes the audience and their connection to the brand and its product.
The logo type is Rockwell, and has been carefully chosen to have bold and attention grabbing abilities. It is simple and easily readable, complements and balances the logo. The typeface of LakhBenaras is Futura and has also been chosen to complement with the logo type.
#D99519 C 2% M 39% Y 100% K 12%
#EF3E36 C 0% M 85% Y 91% K 0%
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BENARAS
LAKHBENARAS LOGO
LOGO CONSTRUCTION THE CONSTRUCTION It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion mark has been established around the corporate mark. This exclusion zone indicates the closest any grphic element or message can be positioned in relation to the mark of the symbol itself and brand name - they have a fixed relation which should never be changed in any way.
Lakh
Lakh
BENARAS
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CLEARSPACE Whenever the logo is used, it should be surrounded with a clearspace to ensure its visibility and impact. No graphic elements of any kind should invade this zone. To work on the clearspace, take the length of the logo and divide it in its fourth. Clearspace= (The height of logo/4)
l/4
l
l/4
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BENARAS
l/4
l/4
LAKHBENARAS LOGO
LOGO VARIATIONS & SIZES APPLICABLE AND ALLOWED LOGO LOGO A
LOGO B
Lakh
BENARAS
LOGO C
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LOGO D
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BENARAS
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MINIMUM LOGO SIZES
FULL LOGO Minimum Size: 10mmX20mm
LOGO SYMBOL Minimum Size: 10mmX20mm
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TYPOGRAPHY
CORPORATE FONTS
FUTURA FONT Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It was designed as a contribution on the New Frankfurt-project. It is based on geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period. It was developed as a typeface by the Bauer Type Foundry, in competition with Ludwig & Mayer's seminal Erbar typeface of 1926. Futura has an appearance of efficiency and forwardness.
FONT STYLE FUTURA BK BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/
FUTURA MD BT MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/
FUTURA MD BT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/
COLOR CODES
COLOR SYSTEMS
PRIMARY COLOR
TERTIARY COLOR
C 0% M 85% Y 91% K 0% R: 239 G: 62 B: 54 #EF3E36
C 75% M 68% Y 67% K 90% R: 000 G: 000 B: 000 #000000
SECONDARY COLOR
TERTIARY COLOR
C 2% M 39% Y 100% K 12% R: 217 G: 149 B: 25 #D99519
C 0% M 0% Y 0% K 0% R: 255 G: 255 B: 255 #FFFFFF
BRAND COLOR SYSTEM Color plays an important role in LakhBenarasâ&#x20AC;&#x2122; identity. The used colors are symbolic of the craft heritage throughout the centuries. The artisans have been working on this palette traditionally, hence justifying the use of these colors. The brand uses solid colors to evoke a sense of simplicity. Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media.
PRINT COMMUNICATION
CORPORATE STATIONERY SYSTEM
BRAND COLOR SYSTEM Stationery is a primary means of communiction and it is essential that every application be a constant reflection of corporate identity. There is only one approved design format for all business and corporate unit stationery.
CORPORATE STATIONERY SYSTEM
CORPORATE LETTERHEADS
Letterhead Parameter Dimensions A4
Paper Weight 100 gsm
CMYK Digital Letter head shows the approved layout with the primary elements of Lakh benaras stationery system for the frontside of letterheads.
Usage:
The corporate letterhead will be used for all official external communication of Lakh benaras company.
CORPORATE STATIONERY SYSTEM
CORPORATE VISITING CARDS Front
Visiting Cards Parameter Dimensions
3.5 x 2 Inches
Paper Weight 300 gsm
CMYK Digital Letter head shows the approved layout with the primary elements of Lakh benaras stationery system for Business cards.
Usage:
Corporate identity cards will be used for all official contact and external communication of Lakh Benaras.
Back
CORPORATE STATIONERY SYSTEM
CORPORATE ENVELOPES
Envelopes Parameter Dimensions
3.5 x 2 Inches
Paper Weight 120 gsm
CMYK Digital This shows the approved layout with the primary elements of Lakh benaras system for envelopes.
CORPORATE STATIONERY SYSTEM
CORPORATE DIARY
Back
Corporate Diary Parameter Dimensions A5
Paper Weight Hard bound
CMYK Digital Diary shows the approved layout with the primary elements of Lakh benaras stationery.
Front
PACKAGING
ARTISAN TAG & PRICE TAG
Artisan Tag Parameter Dimensions 3 x 3 Inches
Paper Weight Textured Sheet
CMYK Digital
Usage:
Artisan Tag helps to educate the customers about how their money is used to support the Artisan.
PACKAGING
WRAPPING PAPER & GIFT TAG
Gift Tag Parameter Dimensions 3 x 3 Inches
Paper Weight
Wrapping Sheet Parameter
Textured sheet 150 gsm
Dimensions
Paper Weight
CMYK Digital
Usage:
Gift Tags are tags used for sending Best compliments to our customers for building good relations with them.
2 x 1 Feet
150 gsm
CMYK Digital
Usage:
Wrapping Sheet is used to wrap the gifts.
PACKAGING
PRODUCT BOX
Product Box Parameter Dimensions
6 x 3. 7 Inches
Material
Cardboard
CMYK Digital
PACKAGING
GIFT BOX
Box Parameter Dimensions 6 inches
Paper Weight 120 gsm
CMYK Digital
Usage:
Gift boxes are premium boxes specially used when there is a gifting order.
PACKAGING
PAPER BAGS
Paper Bags Parameter Dimensions A5
Paper Weight 120 gsm
CMYK Digital
Usage:
Shopping Bags are used for carrying products and promote the brand as they act as an advertising tool as well.
PROMOTION
HOARDINGS
Hoardings Parameter Dimensions 5 x 2.5 Feet
Paper Weight 170 gsm
CMYK Digital
Usage:
Hoarding is a type of advertisemnt that helps inform the public about the new launch of collection or describing about what they usually deal with.
PROMOTION
STANDIES
Newsletter Parameter Dimensions 5 x 2 inches Paper Weight 120 gsm
CMYK Digital
Usage:
Standie is a type of advertisemnt that helps inform the customers about the event by the brand.
AUDIENCE REACH
WEBSITE & NEWSLETTER
Newsletter Parameter Print
Online
Usage:
Newsletter is sent to maintain a regular touch with the customers and inform them about the best buys, discounts, new range and new collections.
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