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Published in 2010 by Dev Kabir Malik 46 (GF), Hauz Khas Village New Delhi - 110016 Visit our site for more information www.devkabirmalik.com/design Copyright Š Dev Kabir Malik
No part of this book may be used or reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written prior permission from Dev Kabir Malik.
Designed by Sargam Gupta Typeset in Adobe Garamond Pro & Univers LT Std Printed in New Delhi
Identity Guidelines for
“A distinctive identity is nothing unless you protect it.� Roberta Jacob-Meadway
contents INTRODUCTION
ELEMENTS
APPLICATION
04 Foreword
12 Logo
32 Official Media
07 Why?
14 Logo Usage
34 Promotional
08 The Concept
18 Lettering
40 Products
09 Role of Elements
20 Logo & Lettering 22 Type Family 24 Pattern 26 Mascot 28 Colour
fore word Too often clear communication is mistaken for effective communication.
distinctive voice and personality. Not all messages need to be enunciated clearly. Some need to be shouted while others may be whispered or even slurred.
dev kabir malik design
Design Processes & Philosophies
studio believes that effective
are developed afresh for each client,
communication really requires a
from small one-off communication
items to large scale branding
Services offered range from brand
Please note that the design of
systems. The overall approach to
development and strategic design, to
Dev Kabir Malik’s brand elements
design is holistic, but unlike most
fundamentally graphic design based
is not arbitrary. The DKM logo,
‘big picture’ projects, the details
services like corporate identities and
typefaces, colour palette, and usage
are looked into with great care &
logos, type design, publications,
requirements reflect and reinforce
craftsmanship in order to create
web design, print campaigns, way
the very essence of Dev Kabir Malik
solid foundations for these visual
finding, posters and so on.
design studio.
systems and make them memorable.
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“Did Beethoven look like a musician? No, of course she didn’t.” Tony Hancock
why? It is not necessary that the person who has designed the identity of a brand is going to execute it forever. There will be other people continuing the identity. There is a strong chance that they will not fully understand the brand, resulting in a glaring lack of respect for what the identity stands for and sheer ignorance of the company’s vision. Other reasons include –
a Enhancing sales as well as
a Avoiding physical distortions and
a Maintaining consistency across
marketing efforts in order to ensure
deviations from the true and actual
multiple and cross media.
an effective use of the brand logo,
design of the brand and thereby
design and expression, resulting in
preserving its character.
a positive impact.
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“The time has come,” the Walrus said, “To talk of many things: Of shoes–and ships–and sealing–wax— Of cabbages–and kings— And why the sea is boiling hot— And whether pigs have wings.” The Walrus & The Carpenter Lewis Carroll
the concept dev kabir malik is a design studio that believes in achieving the impossible. While the work is based on classical fundamentals of graphic design, it is transformed into something that is familiar, yet unfamiliar and memorable. DKM believes that the boundaries of design can only be pushed if the realms of impossibilities are nudged, and beliefs only hold true, if they are put to implementation.
role of elements The DKM identity has various
01 Logo Mark
elements. While some elements play
02 Lettering
the role of maintaining consistency,
03 Pattern
others add the element for visual
04 Mascot
exploration and dynamism, without
05 Colour Scheme
which no identity can last long.
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“You should be able to cover up the logo and still identify the company...� Michael Bierut, Pentagram
Elements
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logo “The design of a logo... is ultimately a reflection of the integrity of the business it symbolizes. Its effectiveness is largely dependent on its exposure, how often and how well it is used.� Paul Rand
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logousage DKM is an abbreviation of Dev
On a surface level, it has the
Kabir Malik, which can be used as a
elements of the signature,
compact seal or a mark to represent
juxtaposed with clean and sharp
the company. In almost everything
type. At a deeper level, it represents
that is executed by the studio,  one
structure and a break in that
thing that is consistent is the
structure. It also reflects contrast in
element of contrast. The design of
the sense that it communicates a
the DKM logo is not just a play of
serious yet playful identity.
typography but it is also memorable and has multiple levels of meaning.
Alternate Option 1
Alternate option 2
Preferred
One Colour Option
a The rectangle is always in a
a The placement of the logo is at
2:1 ratio.
the visual centre of the rectangle it is placed in.
a The height of the logo is one-third of the height of the
a The logo should never be reduced
rectangle it is placed in.
below 10 mm in height.
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logousage
CLEAR SPACE
a The space should be one and a half times the height of the logo from all sides. In this case, the logo is 10 mm and the clear space around the box is 15 mm each.
RESTRICTIONS
a When in use with the background,
The background of the logo can be
the logo symbol must be in white.
treated stylistically or shape-wise only when the purpose is to integrate the
a No other colour other than red,
logo within an artwork. In such a case,
black or white can be used.
the logo can only be rotated.
a The logo cannot be stretched or distorted in any way.
a No artificial filters can be applied on the logo or its background.
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lettering The logo is not the only element that makes the identity of a company. Since in this case, the logo does not give the name of the company (Dev Kabir Malik) additional logotype is required for this. This lettering can be used individually without the logo in cases where the need for the full name takes precedence over the logo mark. Here is how the lettering is used independently of the logo.
Typeset in Mrs. Eaves Petite Caps, the units refer to the kerning in between the lettering.
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logolettering & Here is an example of the logo and the lettering used together.
a For use with the identity, the minimum space should be half of the height of the logo.
a The ratio between the size of the identity and the lettering is 1:5.
Space and type specifications with lettering.
.
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typefamily The identity uses Typeface Six Point
a Again, the nature of the
Five clubbed with part of Dev Kabir
identity is flexible and allows
Malik’s Signature. The font for the
the usage of other typefaces if
identity was picked on the basis of
the type is integrated within a
the sharpness of the D and the M
certain artwork.
contrasted with the organic form of the ‘starry’ K. Mrs. Eaves Petite Caps is used for the lettering while Gotham Book is used for secondary information.
TYPEFACE SIX POINT FIVE ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Mrs. Eaves abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
GOTHAM abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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pattern The human eye remembers shape
The pattern helps maintain a flow,
first, colour second and language
and can be modified to suit the
third. A pattern creates recognition
purpose of additional graphic
even when used individually. The
elements. For example, the arrow
role of the pattern here is to bind
shape on the adjacent page has been
the identity together and help
extracted from the pattern itself and
maintain consistency.
put to use.
Pattern Modification
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mascot “If pigs were to fly....� This is a common phrase used to denote something that is impossible or difficult to achieve. As afore mentioned, Dev Kabir Malik’s vision is to embrace impossibilities and really push the limit of visual communication design. The role of the mascot is to lend visual aids to promotional material. It does not have to be used everywhere, and can be omitted where deemed unnecessary.
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colour The DKM identity uses the
The colour red communicates
combination of red, black and white
strength and confidence. It is
in all its media. The percentage of
memorable. The contrast between
these colours used depends on the
black, red and white complements
message that the medium is trying
the concept behind the identity.
to communicate. For example, the letterhead would have a liberal use of white, for functional purposes, while the promotional media will use red extensively since it is eye catching and is a strong colour.
RED PMS 485 C C0% M100% Y100% K0% RGB 255, 0, 0 HEX #FF0000
PROCESS BLACK C0% M0% Y0% K100% RGB 0, 0, 0 HEX #000000
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“The medium is the message” Marshall McLuhan
Application
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official media This involves formal medium of
“When in doubt just remove, but be
communication, which includes
thoughtful of what you remove...�
stationery, letterheads, visiting cards, envelopes, presentations, proposals
Laws of Simplicity,
and so on. These media will have a
John Maeda
restrained use of the identity.
Stationery
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promotional This includes artwork created for the
a The identity can only be changed
company’s promotion. Campaigns
in terms of its positioning and this can
are interesting only when they
only take place when it is integrated
are dynamic and the concepts are
within the artwork.
subject to change from time to time. Liberty is maintained in terms of the use of brand elements. As far as the basic rules are kept in mind, one can take the identity forward in any way.
Posters
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promotional
dev kabir malik clearly
a The flying pig mascot need not
maintains freedom in terms of
come everywhere.
stylistic approach.
a It is not mandatory to have Both artworks use different
the colour scheme prevalent in the
permutations and combination of
artwork.
the elements of the identity.
Posters
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promotional
The application of the identity is
a Whatever happens, the essence
greatly influenced by the concept
of the identity should always take
behind the particular medium.
precedence over everything else.
In the adjacent example, the idea is to have an informative flyer in a newspaper format, and therefore it is completely in greyscale.
Mailer, posters Hand Out
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products dev kabir malik intends to
a Only artwork created by the
expand into products in the future,
studio can be used for the products.
wherein products can act as a canvas for artworks created by the studio
a In case work done for a client is
and will be available for sale.
being used, the client’s permission is a given mandate.
Products
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If you have any queries contact:
Dev Kabir Malik, 46 (GF), Hauz Khas Village, New Delhi. +91 9899377669 design@devkabirmalik.com
“Dwell in possibilities” Emily Dickinson