CARA logo guidelines by Tarun Deep Girdher

Central Adoption Resource Authority GUIDELINES FOR USING THE SYMBOL October 2015

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Â© 2015, CARA, New Delhi. Identity & Guidelines designed by Integrated Design Services, National Institute of Design, Ahmedabad, Gujarat, INDIA For, Central Adoption Resource Authority Ministry of Women & Child Development, Government of India DIGITALLY PRINTED ON UNCOATED STOCK

THROUGHOUT THIS DOCUMENT TRADEMARKED NAMES ARE USED. RATHER THAN PUT A TRADEMARK SYMBOL IN EVERY OCCURRENCE OF A TRADEMARKED NAME, IT IS STATED THAT THE NAMES ARE USED ONLY IN AN EDITORIAL MANNER AND TO THE BENEFIT OF THE TRADEMARK HOLDER WITH NO INTENTION OF INFRINGEMENT OF THE TRADEMARK.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

AS A TECHNICAL GUIDE WHICH IS MEANT TO INFORM, THE COLOURS AS REPRODUCED IN THIS BOOKLET MAY NOT BE ACCURATE DUE TO LIMITATIONS OF THE PRINTING PROCESS AND PIGMENTS USED. TO MATCH THE COLOURS DURING PRINT PRODUCTION, ALWAYS USE THE SPECIFICATIONS.

Central Adoption Resource Authority

Central Adoption Resource Authority (CARA) is an autonomous body under the Ministry of Women & Child Development, Government of India. It functions as the nodal body for adoption of Indian children and is mandated to monitor and regulate in-country and inter-

For any symbol to be memorable and have

country adoptions. CARA is designated as the

the desired recall value, it is imperative that

Central Authority to deal with inter-country

it be reproduced across several media of

adoptions in accordance with the provisions

communication in a consistent manner. The most

of the Hague Convention on Inter-country

important elements to be consistently used is

Adoption, 1993, ratified by Government of

the symbol, itâ&#x20AC;&#x2122;s colour and the typography. This

India in 2003.

ensures that the audience experiences the symbol in the same manner across all media.

CARA primarily deals with adoption of orphan, abandoned and surrendered

These guidelines have been developed to ensure a

children through its associated and

standardised use of the symbol for CARA.

recognised adoption agencies. It is for the use of personnel responsible The new symbol for CARA is designed by

for communication or graphic designers or

the National Institute of Design, Ahmedabad

professional printers. This booklet lays down basic

in 2014-15.

guidelines for the use of the symbol. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a cohesive visual identity.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

The Symbol

One of the greatest titles in the world is parent, and one of the biggest blessings in the world is to have parents to call mom and dad. The new logo of the Central Adoption Resource Authority (CARA) reflects the very essence of this expression. A happy couple transcending into harmonyâ&#x20AC;&#x201D;the completeness with the blissful child locked in their embrace. Rendered in simple lines, this delightful image portrays the love, ecstasy and wholesomeness of a family that adopts. The dark blue colour stands for the protective nature and maturity of the parents. The glowing golden yellow in the background portrays the rising sun of positivity and hope of a better life for the child.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Safe Zones

To ensure maximum visibility of the basic symbol in the visual identity of any organisation, it is very important that the symbol be used in such a manner that it gets itâ&#x20AC;&#x2122;s due importance. To ensure its integrity and visibility, the CARA symbol should be kept clear of competing text, images other graphic elements. There must be adequate clear space surrounding the identity on all four sides â&#x20AC;&#x201C; a space equal to the height of the letterforms, as depicted above.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Minimum Size

20 mm Height

The logo of CARA is designed to be used at any

For optimum visibility of the logo, care must

sizeâ&#x20AC;&#x201D;from a small size on the visiting card, to

be taken to not use the logo in a size smaller

a bigger size for promotion on television / web

than 20 mm in height, measured from the top

or even larger size on banners etc.

of the yellow circle to the bottom of the text, as shown above.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Colour

Colour plays a very important role in establishing the visual identity in the consciousness of people, and is chosen very carefully. The house colours identified for CARA symbol are a Deep Blue and a Golden Yellow. It is recommended that the symbol be used on a white or a lighter background to enhance its visibility and recall value.

For screen printing on paper or fabric and spot colour offset ~ Blue. Pantone 661C Yellow. Pantone 143C

PANTONE 661 C

PANTONE 143 C

For four colour offset printing ~ Blue. C 100/ M 90/ Y 0/ K 0/ Yellow. C 0/ M 35/ Y 85/ K 0/

C 100/ M 90/ Y 0/ K 0/

C 0/ M 35/ Y 85/ K 0/

For website / on screen ~ Blue. R 33 / G 64/ B 154/ Yellow. R 251/ G 176/ B 64/

R 33 / G 64/ B 154/

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

R 251/ G 176/ B 64/

However, in situations where the colour version cannot be used due to limitations of reproduction processes, it is recommended to use the logo in single colour variations as shown on this page. There are two variations in single colour â&#x20AC;&#x201C; (1) The grey scale version which can be used for newspaper advertisements and such which are using a single colour for printing. (2) The black-and-white version which could be used on single colour applications such as etching on glass / metal such as door

(1) THE GREY SCALE VERSION

plates or trophies. Please note, that these are separate artworks, provided in the CD accompanying this booklet. While printing, It is recommended to use correct colour specification as given on facing page or use colour swatches provided on page 17 to match the colour.

(2) THE BLACK-AND-WHITE VERSION

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

What Not to do! To maintain a cohesive singular image across

The symbol has been designed with a certain

all communication material, it is imperative to

logic. It is very critical to maintain the

follow the guidelines in terms of proportion,

same relative proportions and colour across

type, and colour. The use of the symbol should

applications to ensure a robust and consistent

be consistent and should not be distorted or

identity.

changed in relative proportion, colour etc. Please use the digital artwork files which are Do not attempt to recreate or redraw the logo.

provided in the accompanying CD. Details of

A few examples are shown on this page, which

file formats, are provided on page 16 & 23.

should not be done in any situation or for any kind of purpose.

DO NOT REDRAW THE LOGO.

DO NOT STRETCH OR CONDENSE THE LOGO.

DO NOT ROTATE THE LOGO.

DO NOT CHANGE OR ADD MORE COLOURS.

DO NOT MAKE THE LOGO HOLLOW. DO NOT ADD OUTLINE OF ANY COLOUR TO THE LOGO.

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

DO NOT CHANGE THE FONT OR THE TYPEFACE USED.

DO NOT ADD DROP SHADOW OR OTHER SPECIAL EFFECTS TO THE LOGO.

DO NOT USE ANY KIND OF TEXTURE INSIDE THE LOGO OR AGAINST IT

DO NOT USE THE LOGO IN REVERSE

DO NOT USE THE LOGO AGAINST A DARK BACKGROUND.

DO NOT USE THE LOGO DIRECTLY ON A PHOTOGRAPH

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

The Letterhead

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

210 MM X 297 MM 65% OF ACTUAL SIZE

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Visiting Cards

कु॰ दीपक संधु अध्यक्ष

केन्द्रीय दत्तक-ग्रहण संसाधन प्राधिकरण

पश्चिम ब्लॉक-8, विंग-2, दूसरा तल, अार॰ के॰ पुरम, नई दिल्ली 110 066 फोन: +91-11-2671 2713 मोबाइल: +91-9999 230 789 इमेल: deepaksandhu@gmail.com वेब: www.adoption.nic.in

Ms Deepak Sandhu Chairperson

Central Adoption Resource Authority West Block-VIII, Wing-II, 2nd Floor, R.K. Puram, New Delhi 110 066 Phones: +91-11-2671 2713 Mobile: +91-9999 230 789 Email: deepaksandhu@gmail.com Url: www.adoption.nic.in

90 MM X 55 MM ACTUAL SIZE

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Envelope

114 MM X 229 MM 62% OF ACTUAL SIZE

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Digital Artworks

While creating any awareness material

Please refer to the table given below to use

where the logo is used, it is important to

the appropriate file format for the relevant

use the appropriate file format for getting

software or purpose.

the correct results. The accompanying CD has the digital artworks of the logo. These files are categorised as per their intended use: for printing purposes and for online/ on-screen usage. FILE FORMATS >>

CDR

EPS

JPG

PNG

BASE SOFTWARE / PURPOSE MS WORD [DOC] MS POWER POINT MS EXCEL ALDUS PAGEMAKER COREL DRAW ADOBE INDESIGN ADOBE ILLUSTRATOR DISPLAY BANNERS BOOK COVERS STATIONERY VEHICLE GRAPHICS WEBSITES/BLOGS VIDEOS & TV

ETCHING/ENGRAVING

ϰ ϰ ✓ ϗ ϗ ϰ ϰ ✓ ϗ ϗ ϰ ϰ ✓ ϗ ϗ ϰ ϰ ✓ ϰ ϰ ✓ ✓ ✓ ϰ ϰ ✓ ϗ ✓ ϰ ϰ ✓ ϰ ✓ ϗ ϗ ✓ ✓ ϗ ϰ ϰ ✓ ϗ ϗ ϰ ϰ ✓ ✓ ✓ ϰ ϰ ✓ ✓ ϗ ϰ ϰ ϰ ϰ ϗ ✓ ✓ ϰ ϰ ϗ ✓ ✓ ✓ ✓ ϗ ϰ ϰ

✓ recommended format ϗ acceptable ϰ dont use this format

The EPS format is preferred for any printed application such as publications, reports, posters, signs, booklets, stationery, stickers etc. EPS is a file format for high quality reproduction that allows the logo to be printed clearly at any size. These are scalable and can be enlarged. Although they may appear jagged

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

or discoloured when viewed on screen, EPS files will print out clearly. A test print is recommended. For on-screen applications such as Powerpoint presentations, websites, blogs, films, television programmes; PNG or JPG files (depending on the application) should be used.

Although PNG and JPG files can look fine on your computer monitor, they may print out fuzzy (or pixilated) and often look worse when enlarged. For printing purpose, it is recommended to use scalable vector EPS files (or Adobe Illustrator - AI or Corel Draw CDR files) whenever possible.

Colour Swatches

CARA Yellow C-00 M-35 Y-85 K-00 CARA Blue C-100 M-90 Y-00 K-00

Colour Swatches

CARA Yellow C-00 M-35 Y-85 K-00 CARA Blue C-100 M-90 Y-00 K-00

Colour Swatches

CARA Yellow C-00 M-35 Y-85 K-00 CARA Blue C-100 M-90 Y-00 K-00

Artwork files in the CD: CARA_Logo Artworks for Print

CARA_Logo Artworks for Web

CARA_Logo Artwork_Print_Black.ai

CARA_Logo Artwork_Web_Colour.jpg

CARA_Logo Artwork_Print_Colour.ai

CARA_Logo Artwork_Web_Colour.png

CARA_Logo Artwork_Print_Colour.cdr CARA_Logo Artwork_Print_Colour.eps CARA_Logo Artwork_Print_GreyScale.ai CARA_Logo Artwork_Print_GreyScale.eps

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL

Paldi, Ahmedabad 380 007. India Phone. +91 79 2662 3996 Fax. +91 79 2662 5240 Email. ids@nid.edu Url. www.nid.edu

2015

Logo and guidelines for Central Adoption Resource Authority (CARA) designed by Integrated Design Services, National Institute of Design

Design Team Tarun Deep Girdher, Sr. Faculty, Graphic Design. tarundg@nid.edu Nandini Krishnamurthy & Rana Swarajsinh

Client Servicing Naresh Nagar. naresh@nid.edu & T G Shaikh. tgshaikh@nid.edu

CENTRAL ADOPTION RESOURCE AGENCY GUIDELINES FOR USING THE SYMBOL