Our brand manual HANDLE WITH CARE
• 01 •
LOGO
Professional. Contemporary. Straightforward. Ever since it’s inception, DelphianLogic has constantly evolved and grown into the entity it is now. We have always believed in keeping our words simple and our work exceptional.
We have always believed in the power of design and how it can change experiences. This belief is only paralleled by the culture we create and preserve within and beyond our work environment.
Along with us, our identity has also changed - all for the better. Our new brand identity embodies our beliefs of being professional with our work, following a language that is contemporary and at par with the developing world of design and maintaining an ethical and straightforward approach towards our work and our clients.
Our communication must always be transparent, simple and aligned to our beliefs. We must always uphold, in words and visuals, that which is closest to our core.
LOGO
01.1
Clear Space The DelphianLogic logo should have a minimum clear space on all sides, equal to the x-height of the logotype. No other elements (text, images, other logos, etc.) can appear inside this clear space.
Minimum Acceptable Usage
x
x x-height
x
x
25 mm
120 px
The minimum width of the logo for print is 25 mm. For digital use, the logo may not be smaller than 120px.
LOGO
01.2
Tagline
x
x
“Performance by design” carries forward the values DelphianLogic holds closest. The tagline may be used independently. However, when it is being used with the logo, it must follow certain guidelines listed below.
x-height
x
x x-height
• The tagline must always respect the clear space requirement around the logo • It must always be placed below the logo, between two horizontal lines (as illustrated on the right). The space between these lines must be equal to the x-height of the logotype • It must always be in all caps, and must equal the width of the logo in use
LOGO
01.3
Never must I ever...
The logo must always follow the same colour sequence.
Our logo has emerged as a result of careful thought and a definite vision. It’s execution must keep these factors in mind. Here are a few do’s and don’ts for ensuring consistency across the brand. Never interchange colours or use colours outside the palette.
The logo must always prioritize DL Blue; it must always be the dominant colour.
DL Red should be used as a highlight colour.
LOGO
01.4
The logo may only be monochrome when in absolute black and white; not even on DL Red or DL Blue.
Never use the logo on a non-palette colour
Never introduce colours outside the devised palette.
Never stretch the logo disproportionately
Never change the orientation of the logo
Never use the logo on a cluttered background/image
LOGO
01.5
b r k o c wn i u q
p
g do
z a ver the l
y
ju m
so
fox
Th e
• 02 •
TYPOGRAPHY
Efficient. Confident. Crisp. Our typography reflects who we are as a brand. It furthers our endeavour to communicate clearly and effectively. Our primary typeface for any digital material is Titillium Web. We use the Regular weight for standard copy and other weights as per importance of content.
Along with keeping our tone of voice consistent and aligned to our core, we must also ensure to never change the orientation of the typography. When in Roman/modern Latin script, the text must always flow from left to right.
Our secondary font is Arial. We use this as a substitute font for the primary typeface. Titillium Web is also used for print material.
TYPOGRAPHY
02.1
DIGITAL + PRINT
DIGITAL SUBSTITUTE
Titillium Web Thin
Titillium Web Semi Bold
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Titillium Web Light
Titillium Web Bold
Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Titillium Web Regular
Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
TYPOGRAPHY
02.2
• 03 •
COLOURS
Harmonious. Integrated. Dynamic. Our primary colours are DL Blue, DL Red, DL Greys and white. These establish our identity while being harmonious, well-integrated and dynamic. These colours must be most dominant in all our corporate communications (digital and print). Our secondary colour palette offers a variety of colours that may be used as highlights, in diagrams, as colour blocks, in illustrations etc. However, always keep in mind - these must not over power our primary colours’ presence in a product (digital and print).
COLOURS
03.1
Primary Colours
#C4351E
#11324D
Secondary Colours
#424242
#696969
#F0B91E
#64B4C8
#504682
R 196 G 53 B 30
R 17 G 50 B 77
R 66 G 66 B 66
R 105 G 105 B 105
R 240 G 185 B 30
R 100 G 180 B 200
R 80 G 70 B 130
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
15 92 100 5
95 70 35 7
67 60 60 45
60 50 50 20
5 25 100 0
55 10 15 0
80 80 20 5
COLOURS
03.2
• 04 •
ICONOGRAPHY
Simple. Minimal. Lines. Icons being used for corporate communication must always contain a maximum of 3 colors: #C4351E, #11324D and #696969. All other icons may be derived from the same, simplistic language and icon style. They must always look like a part of the overall brand.
ICONOGRAPHY
04.1
ICONOGRAPHY
04.2
• 05 •
PHOTOGRAPHY
Spacious. Subtle. Corporate. Our photography must always have a lot of space around the core element in the photograph. This space may then be used for placement of text. The photographs must be towards the lower end of the saturation scale and must feature at least one of our primary colours - DL Blue, DL Red and DL Greys. For all corporate communications, the photography must reflect our formal side. After all, business is business.
PHOTOGRAPHY
05.1
Refrain from eye contact - never make the subject pose or smile for the camera.
Never use very busy or highly saturated images. For all corporate communications, avoid using images that have dominant non-palette colours.
Avoid using abstract imagery.
PHOTOGRAPHY
05.2
• 06 •
THE BAND
Balanced. Supportive. Complimentary. The Band is used as a support graphic for elements on the screen, including the logo itself. It may serve as a highlight and is used to provide better visual balance.
THE BAND
06.1
Guides for the Band • When the Band is used with the logo, it must maintain the minimum clear space area around the logo.
x x-height
x
x
x
x
• When being used next to the logo, the Band may only appear on either the left or right side of the logo. • It must be 1 x-height (W) by 3 x-height (H) of the logotype. It must maintain a distance of at least 3 times the x-height of the logotype. • The Band can either be horizontal or vertical and coloured either DL Blue or DL Red.
THE BAND
06.2
Examples of the Band usage The Band may be used as a support element across all mediums including stationary, miscellaneous collaterals, presentations etc.
THE BAND
06.3
• 07 •
APPLICATIONS
Possible applications Following are a few examples of how all the elements can come together to form various collaterals such as stationary, presentations etc.
Visiting card and letterhead must not use imagery. However, icons and supportive elements like the Band may be used as required. APPLICATIONS
07.1
Presentations can use a combination of imagery, typography and icons.
APPLICATIONS
07.2
Digital applications such as websites, apps, newsletters etc. can use a combination of imagery, typography and icons and delve further into the colour palette.
LEARNING DESIGN
TECHNOLOGY
CONSULTING
SOLUTIONS
READ MORE
READ MORE
READ MORE
READ MORE
APPLICATIONS
07.3
OVER TO YOU