THE
BRAND MANUAL
hello! chashmish
Contents Terms & Conditions ........................................................................
01
Brand concept
........................................................................
04
Logo
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06
Clear space
.......................................................................
08
Size variation
........................................................................
10
Color variation
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12
Logo misuse
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14
Logo placement
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16
Color palette
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18
Typography
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20
One line idea
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22
Collaterals
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24
Terms and Conditions DO NOT forget that this is for all those cool people out there who have four eyes (I mean, who wear a chashma). DO NOT attempt to use the logo without refering to this manual. DO NOT think you’re too cool to not use this manual. DO NOT yes, do not forget that the maker of this four eyed brand identity is also four eyed. I feel you.
.
Only chashmish allowed beyond this point
Chashma | Brand Identy Manual
02
THE
CHASHMA BRAND
Brand Concept The chashma, also known as an eyeglass or spectacle, is a product that has frames bearing lenses worn in front of the eyes. They are used for vision correction.
there are various other objects around us everyday that demand acclaim and get it too, this is one thing that tops the priority list ever second of our life.
The Chashma is more than a name or a logo. It is one of those important ordinary things that plays a big part in their bearer’s life. The prestigiousness fo mediocre objects of this kind is solely due to the fact that they have been placed at the centre of our day to day life.
And that’s exactly what this brand does. It highlights the everyday nature of the product in the life of the person wearing it, who this brand address as ‘chashmish’. It communicates how the chashma is always glued to the chashmish and yet it forms an improtant identity for her.
But the object that is so prestigious, also becomes mundane as soon as it is taken home by its users. Even though
Chashma | Brand Identy Manual
04
THE
CHASHMA LOGO
the logo
the mascot
Chashma | Brand Identy Manual
06
CLEAR SPACE
To preserve the Chashma logo’s honour, always maintain a minimum clear space around the logo.This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum
clear space for the Chashma logo is defined as the height of the square inside the letter ‘m’ in the logo. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size for different purposes.
Chashma | Brand Identy Manual
08
SIZE VARIATION
1.7 inches
minimum size
2 inches
preferable size
10 inches
maximum size
(for hoardings only)
The Chashma logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. Also, the spectacles within the letter ‘sh’ are not visible. Thus, the minimum size of the logo for print is determined by the width of the ‘chashma’ wordmark, which should
not be reproduced in a size smaller than 1” in width. As for the preferred logo, 1.7” is decent. The maximum size of the logo should not go beyond 10 inches ini width (this size to be used for hoardings only) as the weight of the letters is thin & would not be visible from a distance.
Chashma | Brand Identy Manual
10
COLOR VARIATION
the original colors
grayscale
On the brand’s various color backgrounds Chashma | Brand Identy Manual
12
LOGO MISUSE
Chashma | Brand Identy Manual
14
LOGO PLACEMENT
+
Whenever possible, the Chashma logo should appear in the lower left-hand corner, in full color, on a white background. Clear space from the bottom and left edge is equal to one and a halftimes the size of the square inside
1/2 =
the letter ‘m’ of the logo (as illustrated above). If the logo cannot be placed in the lower left corner, an acceptable alternate placement is the top left corner. Be sure to maintain the same amount of clear space from the top and left edges. Chashma | Brand Identy Manual
16
COLOR PALETTE
CMYK
RGB
PANTONE
WEB
C:81 M:90 Y:31 K:20
R:74 G:51 B:102
669 C
#493466
C:20 M:0 Y:100 K:0
R:215 G:223 B:35
388 C
#d7df21
C:55 M:0 Y:24 K:0
R:105 G:201 B:202
325 C
#68c9c9
C:0 M:88 Y:20 K:0
R:238 G:68 B:129
1915 C
#ef4482
C:28 M:23 Y:20 K:0
R:184 G:183 B:188
cool gray 5C
C:10 M:7 Y:6 K:0
R:227 G:227 B:229
7541 C
#b8b7bc
#e2e5e8
Chashma | Brand Identy Manual
18
TYPOGRAPHY
मंगल अ आ इ ई उ ऊ ए ऐ ऑ ओ औ क ख ग घ च छ ज झ ट ठ ड ढ ण त थ द ध न प फ ब भ म य र ल व श श् ष स ह ा ि ी ु ु ू ृ े ै ै ॅ ॉ ो ौ ़ ् ० १ २ ३ ४ ५ ६ ७ ८ ९ ॰ ? ! Franklin Gothic Book 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 ? ! . Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!. Helvetica Neue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!.
To help provide a consistent, unified look in the Chashma brand’s use of typography, the Helvetica Neue (Light) typeface should be used on all communications as the body copy font for Chashma products and services. The recommended weights of Helvetica Neue are Light, Light Italic, and Regular. Light and Light Italic can be used for
body copy, while Regular is more suitable for sub headlines or sub captions. Whereas, Franklin Gothic Book Regular should be used for the bold headings. The use of only upper case characters for Franklin Gothic Book is recommended. Mangal Regular has been used for the one liners.
Chashma | Brand Identy Manual
20
ONE LINERS
examples of one line ideas of the brand
placing of the one liners Chashma | Brand Identy Manual
22
COLLATERALS
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