GUIDELINES FOR USING THE SYMBOL Blind People’s Association
GUIDELINES FOR USING THE SYMBOL Blind People’s Association
why these guidelines? To ensure that the symbol is memorable and has the desired recall value, it is important that it should be reproduced across different media in a consistent manner. The key elements which should be consistently used are the symbol, it’s colour and the typography. This ensures that the audience experiences the visual identity in the same manner in different communication tools across various media. These guidelines have been developed by the National Institute of Design, Ahmedabad as a framework to standardise the visual presentation and application of the visual identity of Blind People’s Association, India.
who will use these guidelines? These guidelines are for the use of trained personnel of the Blind People’s Association responsible for communication - both internal and external; or graphic designers, professional printers, or other vendors who may, as a part of their creative work be authorised to use the BPA symbol. The content is specific and technical. This booklet gives standard guidelines and practices for the use of symbol. Please read and understand how they work, and how they can be used together to ensure a uniform visual identity. It is crucial that the symbol appears correctly and consistently in every communication, across a variety of media. 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 method used to print copies of this booklet. To match the colours during print production, please use the CMYK specifications, or the Pantone codes provided in the booklet.
what is visual identity? Any organisation, big or small, or an event, a campaign or a programme in the public domain, needs to have its own distinct visual identity in the communication era — A visual or an image which is distinct and represents the organisation’s objectives, purpose or philosophy and activities. This visual identity is the one, with which people associate the organisation. On one hand, there is the tangible, physical, record-able appearance of the organisation, represented by the visual – shape & form, colour, typography and a general relationship of elements unique to the design of its visual identity. On the other hand, there is the intangible visible feel which associates with elusive ideas such as stability, transparency, growth etc., as well as evokes emotions related to the nature of activities carried out by the organisation.
A Symbol is only a part of the overall visual identity. A visual symbol is designed but an identity is created by consistent use of the symbol and various design elements over a period of time across several applications related to the organisation. The visual identity representing the organisation translates on to several planes of visual interface with its target users. These include the basic stationery, business cards, envelopes, promotional material such as brochures, flyers, advertisements, posters hoardings etc; forms, in - house printed stationery such as vouchers and bills, environmental design such as interiors and signage systems, vehicles and uniforms, exhibitions and all promotional materials in the visual media.
need for a visual identity
components of a visual identity
The identity of an organisation is like its personality. It is something that conveys through visuals, the distinctive character of the company and its activities. Visual identity performs certain vital functions for the organisation, both internally as well as externally. Within the organisation, the identity provides a common umbrella for its employees. It is a symbol for association and developing a feeling of camaraderie and of team spirit. This helps reinforce a group identity and loyalty towards the company. For its public face, the visual identity is the most important and handy tool for an organisation. It is the one means of communication that can provide instant recognition in the public mind. It also establishes a distinct character that identifies the organisation and helps it stand out in a competitive information age.
The visual identity for any organization broadly comprises of three critical components: the symbol, the colour scheme, and the type style (house fonts) The logo – either a symbol, a word mark; or a combination of both the logo and the logotype, gives the visual identity to an organization. A consistent and undistorted use of the symbol across various applications lend the identity a distinctive image, powerful enough to be identified, recognized and associated with the organization. Colours are a vital factor in furthering the overall image. Through consistent use of the same set of the colour palette across different mediums, the organization can build up a very unique image in the public mind. The type style and the fonts used consistently reinforce the visual identity and help in maintaining a consistent image throughout all the communication materials produced by the organization.
contents Section 1: BASIC FEATURES OF THE SYMBOL 1.1 the symbol 1.2 the master identity 1.3 alternate lockups 1.4 colour 1.5 clearance space 1.6 incorrect usage 1.7 typography
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Section 2: APPLICATIONS OF THE SYMBOL 2.1 letterhead 2.2 visiting card 2.3 envelops and stickers 2.4 donation receipt 2.5 office files 2.6 newsletter 2.7 annual report 2.8 braille embossed applications
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1. BASIC FEATURES OF THE SYMBOL
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This section explains the idea behind the symbol and details out the basic set of guidelines to use it. It also describes the various do’s and don’ts regarding the use of the BPA symbol. This is to ensure that the identity is used in a consistent and cohesive manner across all media.
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1.1 the symbol Blind People’s Association is a professional organization which believes in providing equal opportunities to all categories of people with disabilities. Consistent with the philosophy, it works for providing education, employment opportunities, equal rights and quality life for them. The logo has smooth and curved lines to show care and trust.
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The flying bird in the logo represents the differently-abled people being empowered. Its two wings are visually different showing that the people are differently-abled. The bird enclosed in the wings shows inclusion. The wings are oriented in the form of an ‘equal to’ sign showing equality. Colour Blue is chosen to give a feeling of trust, success and calm.
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1.2 the master identity The new logo of BPA is designed to be used along with the bilingual text which is the full name of the organisation. It has two elements: the logo and the bilingual name of the organisation. These elements have been composed together considering the proportion and alignment of each element.
This configuration of the two elements put together is called the master lockup and should be used on all official communication of the association.
symbol
bilingual text/identifier
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master identity
1.3 alternate lockups
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1.4 colour Colour plays an important role in establishing the visual identity in the consciousness of people, and is chosen carefully. The house colour for the Blind People’s Association identity are named as BPA Blue. It is recommended that the symbol be used on a white or a lighter background to enhance its visibility and recall value. However, in situations where the colour version cannot be used due to limitations of reproduction processes, such as photocopying, or donation receipts, etc, it is recommended to use the visual identity ( logo and/or master identity) in black colour as shown.
BPA Blue for offset printing: C 85. M 50. Y 0. K 0 for screen printing: Pantone 30005 U for on-screen applications: R 0, G 118, B 191 web safe colour: #1C75BC
BPA Blue
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1.4 colour In applications where the BPA Blue colour cannot be used such as in donation receipts, etc, the identity may be used in black colour. An attempt should be made to maintain maximum contrast with the background colour. In cases where there already exists a strong background, the identity is advised to be used with the white background so as to distinguish it from the background noise and to provide utmost attention.
In promotional items, where a white background is not desirable, the ideal situation is the identity reversed out from a flood of solid BPA Blue colour background, as shown below.
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1.5 clearance space To ensure maximum visibility of the basic identifier in any identity, it is very much important that the logo and the logotype be used in such a manner that it gets due importance. To ensure its integrity and visibility, the BPA visual identity should be kept clear of competing text, images and other graphic elements.
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There must be adequate clear space surrounding the identity on all four sides - a space equal to the height of the letter ‘B’ in the master lockups as well as in situations where only the logo is used, as shown below.
1.6 incorrect usage To maintain a cohesive singular image across all communication material, it is imperative to follow the guidelines in terms of proportion, type and colour. The use of the symbol should be consistent and should not be distorted or changed in relative proportion, colour, etc.
DON’T STRETCH/CONDENSE
DON’T ADD DROP SHADOW
DON’T MAKE OUTLINES
DON’T MAKE THE IDENTITY HOLLOW
DON’T ADD GRADIENTS
DON’T USE THE LOGO ON ANY OTHER BACKGROUND COLOUR EXCEPT AS SPECIFIED
DON’T USE COLOURS OTHER THAN SPECIFIED 19
1.6 incorrect usage Blind People’s Association, India
Blind People’s Association, India
Blind People’s Association, India
Blind People’s Association, India
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DON’T STRETCH/CONDENSE
DON’T CHANGE THE SPACING BETWEEN ELEMENTS
DON’T USE DROP SHADOW
DON’T USE ANY OTHER BACKGROUND COLOUR EXCEPT AS SPECIFIED
Blind People’s Association, India
Blind People’s Association, India
Blind People’s Association, India
DON’T CHANGE THE FONT
DON’T USE COLOURS OTHER THAN SPECIFIED
DON’T ADD OUTLINES TO THE LOGO
DON’T CHANGE THE RELATIVE POSITIONS OF ELEMENTS Blind People’s Association, India
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1.7 typography The selection of a house font is imperative for creating an exclusive and distinct identity of an organisation. For the purpose of address line in basic stationery items such as letterhead, visiting cards, etc, the typeface - ‘Aller’is used (for English) along with typeface ‘Gujarati Sangam MN’ ( for Gujarati).
The font, ‘Helvetica’ may be used for general correspondence (body of the letters, text of reports, publications, etc.). For web based applications, the font Arial may be used if Helvetica is not available.
Jagdish Patel Chowk, Surdas Marg, Vastrapur, Ahmedabad - 380015, Gujarat, India Phone: +91 -79 -26303346, +91 -79 -26305082 Email: bpaiceviad1@bsnl.in Fax: 079 - 26303346 Website: www.bpa.org
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અંઘજન મંડળ
Aller is a font family with a unique design and warm tone of voice. Aller is a font family with a unique design and warm tone of voice. Aller is a font family with a unique design and warm tone of voice. Aller is a font family with a unique design and warm tone of voice. Aller is a font family with a unique design and warm tone of voice. Aller is a font family with a unique design and warm tone of voice.
The font family Aller is available from various type foundries such as Myfonts and Font Squirrel.
The font family Gujarati Sangam MN is available on most Mac Operating Systems. For Windows, the font Shruti could be used instead.
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2. APPLICATIONS OF THE SYMBOL
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This section provides suggestions on how the identity of Blind People’s Association may be used across various media. The proposed visual language has a very clean, uncluttered look with lots of white space around the logo. This gives importance to the logo and helps enhance the recall value across all media. The designs of various items shown in the following pages are not final designs in terms of factual content, and are purely indicative.
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2.1 letterhead
General Letterhead 26
Executive Director’s Letterhead 27
2.2 visiting card
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2.3 envelops and stickers
Stickers to be put on hand-made products
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2.4 donation receipt
RECEIPT Jagdish Patel Chowk, Surdas Marg, Vastrapur, Ahmedabad - 380015, Gujarat, India P.T.R. No. F-262 (Ahmedabad)
No.
Phone: +91 -79 -26303346, +91 -79 -26305082 Email: bpaiceviad1@bsnl.in Fax: 079 - 26303346 Website: www.bpa.org
Date:
Received with Thanks from............................................................................................................................................... ............................................................................................................................................................................................... Mobile: ............................................................................ Phone: ...................................................................................... E-mail ID: ............................................................................................................................................................................ the sum of Rupees...........................(Rupees .......................................................................................................... only) by Cash/Cheque/Demand Draft No. ..............................................................................Dated: .................................... drawn on .......................................................... as per the following details. Details: Donations are 100% exempted from Income tax U/S 35AAC of the Income-tax Act, (Cert. No........................) Revenue Stamp Exemption Ref. No.: STP-ADJ/278/73/2077 Dt. 14-5-73
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For BPA, Gujarat
Accountant
2.5 office files
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2.6 newsletter
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2.7 annual report
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2.8 braille embossed and other applications Usage with Braille Embossed text
Letterpress Application
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Embroidered Logo
Paldi, Ahmedabad 380 007, India Phone +91 79 2662 3692 Fax +91 79 2662 1167 www.nid.edu ids@nid.edu