A S C HOO L
EDUCATIO
R
N
UST NA TR S
E S T. 1 9 4 9
BRAND MANUAL
A
S CHOOL
EDUCATIO
R
N
UST NA TR S
E S T. 1 9 4 9
P.O. BOX 705600 KARACHI, PAKISTAN Book design by Group 4 All rights reserved, No part of this book may be reproduced in any form without the written permission of the publisher. Content copyright belongs to Education Trust Nasra School 2013 Š
B R A N D M A N UA L
CONTENTS
The Logo
The School History Mission
ABOUT THIS MANUAL This graphic standard manual is a tool to give a consistent image to Education Trust Nasra School. It will help people to understand it as a stable organization. The manual will guide those who create materials & communications to help communicate the school’s message in a very clear & consistent manner. All of these guide-lines are to be followed and applied appropriately through aspects of branding to establish a strong and powerful image for the school in the market.
10 11
Logo inspiration Logo identity Logo Breakdown Corporate Colors Logo variations Sizing and placement Exclusion zone Acceptable usage Unacceptable usage Corporate typeface Imagery Grey-scale variations Grey-scale color values
Stationery 14 16 18 22 23 24 25 26 28 30 36 38 39
Business Card Letterhead Envelope
Logo applications 42 43 44
School Notebook Office file Report card Uniform Pocket House badges School van Signages Newsletter Brochure Website
48 50 52 54 56 57 58 59 60 61
THE SCHOOL History Mission
8
HISTORY
MISSION
In the year 1949, Mrs. Nasra Wazir Ali began the school, with a nursery class in her living room. In about 3 months, the enitre house had been converted into a School. She went looking for a spacious place to move the school into, as the number of students began to increase rapidly and finally in 1955 she succeeded in renting half a house situated at the back of Empress Market. The place was quite unsatisfactory and small, but provided for a breathing space and thus, Mrs. Nasra Wazir Ali and her brother (late) Mr. Zafarullah Khan Malik decided to establish a trust and transfer the school and all its assets to the trust. Education Trust Nasra School was registered in 1950 and a memorandum was signed.
Our main objective and intention is to provide high quality and economical education to children which will enable them to serve the nation at the highest level in future. Our goal is to provide quality education facilities to all and especially to children who come from families with low-income. Every year the School provides education to more than 11,000 children. The fee charges are very nominal and the Education Trust provides free-ships to the extent of 10%, which are given to the needy and deserving children. At this school, we believe that access to basic education is the right of each individual and not a privilege.
10
THE SCHOOL
In only about three months, the living room and the three bedrooms had been converted in classrooms. She went looking for a spacious place to move the School into as the number of students began to increase rapidly.
Apart from following the regular curriculum, we focus on the character building of students to equip them with high moral values and confidence.
THE SCHOOL
11
THE LOGO Logo inspiration Logo identity Logo Breakdown Corporate Colors Logo variations Sizing and placement
Exclusion zone Acceptable usage Unacceptable usage Corporate typeface Color variations Grey-scale color values
LOGO INSPIRATION Our logo is a combination of two elements, an tree and candle flame. The candle lights an individuals path when they are in a time of need and guides them to the right path. The tree as a symbol denotes growth, and education is one of the most important things which leads to an individual’s growth. In addition, we believe that ‘growth’ as a word very accurately describes the story of this school. Mrs. Nasra Wazir started the school with just her livingroom and it was only her ambition and passion which lead it to where it is right now.
14
THE LOGO
The tree as a symbol denotes growth, and we believe education is one of the most important things which leads to an individual’s growth.
+ THE LOGO
15
EDUCATIO 1/4x
S CHOOL
1/16x
1/4x
A
THE LOGO
x
N
UST NA TR S
R
S CHOOL E S T. 1 9 4 9
16
3/4x
A
The designer should, under each & every circumstances keep to the specifications of the logo to ensure stable & consistent branding for Educational Trust Nasra School.
N
UST NA TR S
R
This is the basic form of our logo. All the proportions, colour and exact letter form, the size and spacing of the lettering are unalterable and should be dealt with care.
EDUCATIO
LOGO IDENTITY
3/4x
5x
E S T. 1 9 4 9
THE LOGO
17
LOGO BREAKDOWN
Circular Band The designer must always make sure that the circular band in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo.
Iconography The school logo uses iconography of a tree and candle flame. A candle guides a person towards the right path and the tree signifies growth which education brings. The school prides itself in having these qualities and hence this shape was derived.
x In any logo size, the size of the flame will be taken as x to arrive at the width and height of the entire logo.
The designer has been given liberty to use this icon without the rest of the logo as creatively as possible as long as its essence isnt lost.
18
THE LOGO
The circular band should be three-fourth of x height. It should always be scaled accordingly
3/4x
3x
Line weight The designer must always make sure that the stroke of the line in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo.
The circular band should be one-sixteenth of x height. It should always be scaled accordingly
1/16x
THE LOGO
19
Logo Type
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
123456789
20
THE LOGO
S
Optima LT ABCDEFGHIJKLMNOPQRSTU VWXYZ
S CHOOL
ABCDEFGHIJKLMNOPQRSTU VWXYZ
1/4x
A
Miller Display
N
T
RUST NA
R
The proportions, exact letter form, sizing and spacing of the lettering of the logo are unalterable and should be dealt with care.
The name of school will always be typed in Miller display and should be one-fourth of the x height. It should always be scaled accordingly
EDUCATIO
Our logo uses two typefaces, which can be downloaded from the web by any designer who is designing for Education Trust Nasra School.
The secondary typeface in the logo is Optima LT.
The date of establishment will always be typed in Optima LT and should be one-fourth of the x height. It should always be scaled accordingly.
E S T. 1 9 4 9
1/4x
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
123456789
THE LOGO
21
corporate Colors
THE LOGO
C 10 M 30 Y 100 K0
R 230 G 180 B 35
C 60 M 25 Y 100 K 10
R 110 G 145 B 60
Pantone Process Uncoated DS 285-1 U
Pantone Process Uncoated DS 6-3 U
There are two versions of the logo: 01 Standard logo 02 Icon logo The Standard logo is the preferred version and should be used wherever possible. The icon version should be used when such creative use is required and the standard logo cannot be applied or where the space available is more appropriate to the icon.
EDUCATIO
R0 G 100 B 45
N
UST NA TR S
S CHOOL
22
C 95 M0 Y 100 K 50
A
Yellow is the other corporate color for the school. Yellow as a color represents enlightenment, luminosity, hope, and opportunities. It represents the school’s brand values of education and hope for all.
For any reproductions the designer should always keep to the following values of each color system.
R
The corporate color for Education Trust Nasra School is green. Green is famously known as the color of nature, fertility, and life. It represents the school’s brand values of growth & and learning.
Logo Variations
E S T. 1 9 4 9 Pantone Process Uncoated DS 297-2
Standard logo
Icon logo
THE LOGO
23
Exclusion Zone A
The designer has to keep in mind that the logo will not be placed diagonally.
x
THE LOGO
x
x
x
x
E S T. 1 9 4 9
x
24
S CHOOL
16mm E S T. 1 9 4 9
N
x
UST NA TR S A
The width of the minimum clear space border must always equal x.
33mm
x
R
S CHOOL
EDUCATIO
N
The diagram shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances.
UST NA TR S R
The Standard logo should not appear smaller than 33mm in height. The Icon logo should not appear smaller than 15mm in height.
EDUCATIO
Sizing
x
x
THE LOGO
25
Acceptable usage
S CHOOL
EDUCATIO
A
EDUCATIO
UST NA TR S
E S T. 1 9 4 9
E S T. 1 9 4 9
The full color logo can be placed on a white background.
N
R
S CHOOL
The full color logo, with a white outline, can be placed only on green color background.
UST NA TR S
A
THE LOGO
E S T. 1 9 4 9
N
R
26
UST NA TR S
S CHOOL
S CHOOL
The full color logo, with a white outline, can be placed only on corporate yellow color background .
N
A
A E S T. 1 9 4 9
EDUCATIO
UST NA TR S
R
N
R
EDUCATIO
The logo can only be used in the way the illustrations below mention.
If the icon version is being used on a colored background, it should be in inverse.
The logo can be accompanied with the name of school if the logo size becomes too small.
THE LOGO
27
EDUCATIO
EDUCATIO
EDUCATIO
D U C AT I E E D U C AT IO O
E D U C AT I O
DUCAT E EDUCATIIO O
EDUCATIO
DUCAT E EDUCATIIO O
UST NA TR S S CHOOL
S CHOOL
S CHOOL
DUCAT E EDUCATIIO O
A
A
EDUCATIO
N
RA
N
UST NA TR S
R
R
THE LOGO
HO CH OL SC OO S L
28
The logo cannot be placed on a gradient background.
N
UST NA TR S
E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9
EST EE . 1 9 4 9 SSTT. 1. 1994499 The full color logo cannot be placed on any color except green and yellow backgrorund.
A RA R
N
U S T NRRAUUSSTT NNAA TT S SS NN SC H OOL
S CHOOL
OOL S CHO A S CH OL RA R
UST NARRUUSSTTNNAA TR TTS SS NN
A
E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9
N
R
S CHOOL
OOL S CHO A S CH OL RA R
UST NARRUUSSTTNNAA TR TTS SS NN
A
S CHOOL
E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9
N
R
A
OOL S CHO A S CH OL RA R
UST NARRUUSSTTNNAA TR TTS SS NN
R
N
TR
RA
The diagram below shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances.
EDUCATIO
unacceptable usage
On a colored background, the logo cannot be placed without a white line of seperation.
E S T. 1 9 4 9 The typeface used in the logo should always be white.
E S T. 1 9 4 9 The icon should not touch any sides in a space.
E S T. 1 9 4 9 The logo should not be enlarged unproportionately.
THE LOGO
29
Corporate typeface Primary corporate typeface for the school is Miller and should not be changed by designers or print houses. This is to insure that consistency of visual identity of Educational Trust Nasra School is maintained. It will be used for headlines and name of school in the logo.
Miller Display miller display sc italic Miller Text Miller Text Bold Italic Miller Text sc italic
30
THE LOGO
ABCDEFGHIJKLMNOPQR STUVWXYZ
20pt
Miller display
Lowercase
abcdefghijklmnopqrstuvwxyz
17pt
Miller display
Small caps
abcdefghijklmnopqrstu-
15pt
Miller display
13pt
Miller display
10pt
Miller display
All caps
Miller is a transitional serif typeface. It is well known for its clarity and contrast. The Miller font family was designed by Matthew Carter and developed by Carter
A
vwxyz
Numerals Punctuations Special Characters
1234567890 .;:’,?�!({[]})_~ $#@%
THE LOGO
31
Secondary corporate typeface for the school is Optima LT and should not be changed by designers or print houses. This is to insure that consistency of visual identity of Educational Trust Nasra School is maintained. It will be used for body copy and date of establishment in the logo.
Optima LT Optima LT Italic Optima LT DemiBold Optima LT Medium Optima LT Medium Italic Optima LT Bold Optima LT Bold Italic Optima LT ExtraBlack
32
THE LOGO
The Optima typeface is designed by the type designer Hermann Zapf. It is distinguished by its flared terminals. The curves and straights of the Optima fonts vary minutely in thickness.
A
All caps Lowercase Small caps
ABCDEFGHIJKLMNOPQRSTU VWXYZ
20pt
Optima LT
abcdefghijklmnopqrstuvwxyz
17pt
Optima LT
15pt
Optima LT
13pt
Optima LT DemiBold
10pt
Optima LT
abcdefghijklmnopqrstuvwxyz
Numerals
1234567890
Punctuations
.;:’,?”!({[]})_~
Special Characters
$#@%
9pt
Optima LT DemiBold
8pt
Optima LT
THE LOGO
33
For digital media, typeface to be used is Aller Sans for legibility purposes. It should not be changed by designers or print houses. This is to insure that consistency of visual identity on such media is maintained. It will be used just for body copy.
Aller Sans Aller Sans Italic Aller Bold Aller Bold Italic Aller Light Aller Light Italics
34
THE LOGO
Aller Sans was designed as part of the Danish School of Media and Journalism’s new CI. It is bold and sophisticated, known for its readablity.
A
All caps Lowercase Small caps Numerals Punctuations Special Characters
ABCDEFGHIJKLMNOPQRSTU VWXYZ
20pt
Aller Sans
abcdefghijklmnopqrstuvwxyz
17pt
Aller Sans
15pt
Aller Sans
13pt
Allar Sans Bold
10pt
Aller Sans
abcdefghijklmnopqrstuvwxyz
1234567890 .;:’,?”!({[]})_~ $#@%
9pt
Aller Sans Bold
8pt
Aller Sans
THE LOGO
35
IMAGERY Acceptable Imagery
Unacceptable Imagery Imagery which portrays the school as deserted and inactive, such as those below will not be featured in branding.
Education Trust Nasra School makes use of photograps for its marketing when required. Photographs will be used in print ads, website, brochures, and other such media to support the school. It must be made sure that each picture must give the impression of the school being full of activity.
36
THE LOGO
THE LOGO
37
Grey Scale E
UCAT EDUCATEID IO O UCAT EDUCATEID IO O
UCAT EDUCATEID IO O
N
LSCHOOL S CHOO A R
E S T. 1 9 4 9
UST NA TR S A
LSCHOOL S CHOO A R
UST NA TR S
N
R
A
THE LOGO
R
38
N
E S T. 1 9 4 9
E S T. 1 9 4 9
UST NA TR S
Grey-scale colors
UST NA TR S
Black and White
S T. 1 9 4 9
N
N
LSCHOOL S CHOO A R
E S T. 1 9 4 9
UST NA TR S
A
UST NA TR S
N
R
N
LSCHOOL S CHOO A R
UCAT EDUCATEID IO O
UST NA TR S
A
The full color, grayscale, spotcolor and highcontrast variations of symbol are to be used in specified places and given conditions.
N
R
GrAY SCALE variations
UST NA TR S
E S T. 1 9 4 9
E S T. 1 9 4 9
E S T. 1 9 4 9
Inverse
Spot color
The color values for grey-scale version of logo should always be as specified in the manual to ensure consistent use.
For any reproductions the designer should always keep to the following values of each color system.
C 70 M 60 Y 60 K 45
R 65 G 65 B 65
Pantone Process Uncoated DS 325-2 U
C 60 M 50 Y 45 K 15
R 110 G 110 B 110
Pantone Process Uncoated DS 325-3 U
THE LOGO
39
STATIONERY Business Card Letterhead Envelope
1.5x
UST NA TR S R
A
4.25x
S CHOOL
EDUCATIO
1.5x
N
4.25x
E S T. 1 9 4 9
E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com
Business card EDUCATIO
S CHOOL
The card will follow the standard size of 2” X 3.5” .
Headline To, Name of Person
A
The information is to be typeset only in Optima, in 8 pt size.
N
Letterhead
R
The illustrations below describe the size, spacing and the placing of logo with the typesetting for the business card.
x UST NA TR S
4.25x
E S T. 1 9 4 9
x x Charlotte D’Souza Management Director E: info@ents.com T: 0333-3456721 www.ents.com Saddar 55 Depot Lines, Karachi, Pakistan
3x
x
The illustration on the right describes the spacing and the placement of the symbol with the typesetting for the letterhead.
This is a brand manual containing rules and regulations to be followed for the branding of Nasra School. It is to ensure a consitent image for this school in the market.
For headline 14pt. size Miller display is to be used. For body copy 10 pt. size Optima Ltd is to be used.
Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances. Sincerely Yours, Person’s name Designation Telephone 0300-1234567 Email email@email.com
For designation, contact and address info 8pt. size Optima Ltd is to be used with a value of 80% gray. The campus addresses will be typset in Optima LT 7pt size, 70% grey. The letterhead will follow the standard size of 8.5” X 11” .
Registration No: Trust Act, 1982 vide document No. 1863, Behi No.1, Book No: 2185
42
STATIONERY
North Karachi
Highway
Saddar
Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi
Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan
Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.
Saddar 55 Depot Lines, Karachi, Pakistan
3.5x
1.5x
Korangi
37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan
1.5x
x
Malir
1.5x
1.5x
3.5x
STATIONERY
43
TR
UST NA S
R
A S CHOOL
E DUCATI O
1.5x
N
4.25x
E S T. 1 9 4 9
5.75x
A
S CHOOL
5.25x
4.25x
5.75x
To, Name of Person
Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances.
1.75x
Sincerely Yours, Person’s name Designation Telephone 0300-1234567 Email email@email.com
E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com
Saddar
Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.
Saddar 55 Depot Lines, Karachi, Pakistan
44
STATIONERY
3.5x
3.25x Registration No: Trust Act, 1982 vide document No. 1863, Behi No.1, Book No: 2185
1.75x
Malir
Korangi
North Karachi
Highway
Saddar
37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan
Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi
Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan
Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.
Saddar 55 Depot Lines, Karachi, Pakistan
3.5x
1.5x
Highway
Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan
1.5x
North Karachi
Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi
1.75x
Korangi
37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan
1.75x
Malir
4.25x
1.75x
E: info@ents.com T: 0333-3456721 www.ents.com Saddar 55 Depot Lines, Karachi, Pakistan
1.75x
4.25x
E S T. 1 9 4 9
Charlotte D’Souza Management Director
The addresses at the back will always be 7 pt.size Optima LT, 70% grey.
UST NA TR S
SCHOOL
E S T. 1 9 4 9
N
A
This is a brand manual containing rules and regulations to be followed for the branding of Nasra School. It is to ensure a consitent image for this school in the market.
R
1.75x
Headline
US T NA TR S SCHOOL
The illustration below describes the size, spacing and placement of the symbol with the typesetting for the envelope. The size of envelope is 9” by 4”.
N
EDUCATIO
4.25x
4.25x
A
E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com
EDUCATIO
E S T. 1 9 4 9
The information is to be typeset only in 8 pt.size Optima LT, 80% grey.
R
ENVELOPE
N
E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com
UST NA TR S R
EDUCATIO
5.75x
LOGO APPLICATIONS School Notebook Report card Uniform Pocket House badges School van
Newsletter Brochure Website Signages
5x
EDUCATIO
S CHOOL
Black and white version of the logo will be used on the notebook.
This is how the school notebook will appear without the grid.
A
The illustration below describes the size, spacing and the placement of our logo for the school notebook The size will be standard A4.
UST NA TR S R
School notebook
N
4.25x
E S T. 1 9 4 9
5x
x
5x
5x 48
LOGO APPLICATIONS
LOGO APPLICATIONS
49
5x
EDUCATIO
S CHOOL
Black and white version of the logo will be used on the notebook.
This is how the office file will appear without the grid.
A
The illustration below describes the size, spacing and the placement of our logo for the office file. The size will be standard A3.
UST NA TR S
R
Office File
N
4.25x
E S T. 1 9 4 9
5x
x
5x
5x
50
LOGO APPLICATIONS
LOGO APPLICATIONS
51
5x
EDUCATIO
S CHOOL
Black and white version of the logo will be used on the report card.
This is how the report card will appear without the grid.
A
The illustration below describes the size, spacing and the placement of our logo for the report card. The size will be standard A3.
UST NA TR S
R
Report card
N
4.25x
E S T. 1 9 4 9
REPORT CARD 5x
x
5x
5x 52
LOGO APPLICATIONS
LOGO APPLICATIONS
53
UNIFORM POCKET
UST NA TR S A
S CHO O L
EDUCATIO
N
This is how the logo will appear on the uniform pocket.
R
The illustration below describes the size, spacing and placement of our logo for the uniform pocket.
5x
4.5X
E S T. 1 9 4 9
X
1.25X
54
LOGO APPLICATIONS
LOGO APPLICATIONS
55
HOUSE BADGES
School VAN
The illustration below describes the size, spacing and placement of our logo icon for the house badges.
The illustration below describes the size, spacing and the placement of our logo for the school van.
1.5� 1.25x X x
56
LOGO APPLICATIONS
LOGO APPLICATIONS
57
A
S C HO O L
EDUCATIO
UST NA TR S R
N
E S T. 1 9 4 9
SIGNAGE The illustrations below describe the size, spacing and placement of captions on the signage in the schools.
TOILETS The size of each plate will be 4.5 by 13. The caption will be embossed in Miller Display.
FACULTY
LEARN QUARTERLY
2.25x JAN 2013 ONLINE NEWSLETTER
VOLUME 15
NEWSLETTER The illustration below describes the size, spacing and the placement of our logo for the school online newsletter. It gives the description of the masthead.
The newsletter logotype will be set in Miller display 55pt size, 20pt size. The date will be set in Optima LT extraback 16pt size.
CLASSROOMS
Other masthead details will be set in Optima LT demibold 12pt size, 70% grey.
ADMINISTRATION
2.25x 58
LOGO APPLICATIONS
LOGO APPLICATIONS
59
A O S CH OL
EDUCATIO
UST NA TR S R
WEBSITE
bROCHURE
N
E S T. 1 9 4 9
educational trust
search
NASRA SCHOOL Home
About History
Campuses Mission
Academics
Admission
Organization Structure
Careers
Alumni
Founders & Trustees
Excellence in education
The illustration below describes the size, spacing and the placement of our logo on the brochure.
The size of the brochure will be 5“ by 8”.
The image below shows the size, placement and spacing of the logo on the website. NEWS & UPDATES
The photograph will cover the entire brochure.
26
Agha Khan Board Examination
The logo will appear on a white band. EDUCATIO
9x
E S T.
A
S C HO O L
EDUCATIO
UST NA TR S
UST NA TR S
1949
Pool installed in gymnasium.
5 Annual Table Tennis tournament.
O S CH OL
N
N
A
Celebrating 63 years of academic excellence R
The body text will be Optima 10pt size.
2.25x R
The headline will be set in Optima LT Bold 20pt size.
march 2013
Match series on main campus.
march 2013
All campuses admissions will open.
educational trust
NASRA SCHOOL Home
About
CAMPUS CONTACTS
Campuses
E S T. 1 9 4 9
History
5.5x
Mission Korangi
Organization Structure Malir Highway
Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F
Sector 3-B, Scheme 33, Super Highway, Gadap Town.
37/2-3, Hansabad, Rafe-e-Aam Society,
North Karachi
Saddar
Plot # ST-2, Sector 5-J,
55,Depot Lines,
2.25x
60
LOGO APPLICATIONS
LOGO APPLICATIONS
61
CONTACT US For further information on how to use this manual contact.
Mr Danish Sabir 0332-1223445
Ms Charlotte D’Souza 0332-1223446
Mr Abid Abideen 0332-7499456