GUIDELINES FOR SYMBOL AUGUST 2013
ďż˝ 2013, UPSOCA, Lucknow. Identity & Guidelines Designed By Integrated Design Services, National Institute of Design, Ahmedabad, Gujarat, INDIA For, Uttar Pradesh State Organic Certification Agency Lucknow, Uttar Pardesh, INDIA Digital Printing on 250 & 130 GSM matt 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.
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why these guidelines? who should use this?
For any symbol to be memorable and have the desired recall value, it is imperative that it be reproduced across several media of communication in a consistent manner. The most important elements to 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 across all 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 Uttar Pradesh State Organic Certificate Agency (UPSOCA), Lucknow.
This set of guidelines are for the use of personnel within UPSOCA responsible for communication, or graphic designers, professional printers, or other vendors who may use the UPSOCA symbol to create communication material. The content is specific and technical. This booklet lays down standard guidelines and practices for the use of 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. It is crucial that the symbol appears correctly and consistently in every communication. 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 match the colours during print production, please use the colour swatches provided in this booklet.
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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, recordable 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.
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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 stationary, business cards, envelopes, promotional material such as brochures, flyers, advertisements, posters hoardings etc; forms, in-house printed stationary such as vouchers and bills, environmental design such as interiors and signage systems, vehicles and uniforms, exhibitions and all promotional material 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.
The visual identity for any organisation broadly comprises of three critical components:
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.
• the colour scheme
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 symbol
• type style (fonts) The logo – either a symbol, a wordmark; or a combination of both the logo and the logotype, gives the visual identity to an organisation. A consistent and undistorted use of the symbol across various applications lend the identity a distinctive image, powerful enough to be identified, recognised and associated with the organisation. 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 organisation 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 organisation.
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CONTENTS
SECTION 1. THE SYMBOL 1.1 1.2 1.3 1.4 1.5 1.6
The Symbol The Signature Alternate Configuration Minimum Sizes Certification Mark Colour
10 12 13 14 15 16
SECTION 2. HOW THE SYMBOL CAN BE USED 2.1 Safe Zone / Clear Space 2.2 Usage with other Symbols 2.3 Incorrect Usage: Do Not Do These
20 21 22
SECTION 3. USAGE OF THE SYMBOL - FEW EXAMPLES 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12
Letterhead Visiting Card Envelope Office Noting Punch File Round Seal Identity Card Bag Certificate Newspaper Advertisement Poster Paper Weight
26 28 29 30 31 32 33 34 35 36 38 39
SECTION 4. ARTWORK FILES OF SYMBOL AND COLOUR SWATCHES 4.1 Symbol File Formats in CD 4.2 Colour Swatches
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SECTION 1.
the symbol
This section explains the philosophy of the symbol, and details out the basic set of guidelines on how to use the symbol. The basic elements of the identity Ă? The logo-symbol, the identifier, and the colour are explained in this section.
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1.1 THE SYMBOL U. P. State Organic Certification Agency is established to provide dependable, timely and user friendly organic certification service in conformity with the NPOP standards. The logo of UPSOCA symbolizes the core relationship between nature and mankind. The bold and graphic symbol represents the system of organic production, quality benchmarks and standards.
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The hand gesture is a visual metaphor of recognizing, choosing and certifying these benchmarks — of processes and products. The circular form of the symbol represent quality; and the leaves portray development and progress as a result of relationship with nature by means of organic processes.
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1.2 THE SIGNATURE The signature for ‘Uttar Pradesh State Organic Certification Agency’ comprises of the symbol and the identifier (in different Latin and Devanagari script). The preferred configuration is shown below.
SYMBOL
TEXT/IDENTIFIER IN DIFFERENT SCRIPTS
THE SIGNATURE /VISUAL IDENTITY
File in CD: UPSOCA_Symbol_Full-Colour
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1.3 ALTERNATE CONFIGURATION Sometimes there are situations where due to paucity of space available and official norms, it may not be possible to use the signature identity. For such situations the UPSOCA signature identity has been designed in two variations —
1. A standard, preferred horizontal configuration, as shown on page 12, 2. The alternate configuration, shown below which may be used when there is less horizontal space.
File in CD: UPSOCA_Symbol_Short-Colour
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1.4 MINIMUM SIZES STANDARD CONFIGURATION
The full signature (preferred) of the UPSOCA identity can be used upto a smallest size of 15 mm height, as shown below. For optimum visibility of the identity, it is advisable to not use this configuration smaller than 15 mm in height.
15 MM
THE ALTERNATE CONFIGURATION
The alternate configuration of the identity can be used at a further smaller size, but not smaller than 10 mm in height, as shown.
10 MM
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1.5 CERTIFICATION MARK The UPSOCA certification mark will be used on applications such as packaging etc. Preferably this should be used in black colour on white or lighter colour background. However if the
background colour is dark, or is a photograph with darker areas, it is advisable to use the certification mark in white colour. This should not be used smaller than 7 mm.
ď‚Ł
File in CD: UPSOCA_CMark-Black
Image for representation purpose only
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1.6 COLOUR
COLOUR SPECIFICATION For four colour offset and digital printing
C 71. M 16. Y 48. K 00. For screen printing on paper/fabric and spot colour offset
Pantone DS 264-5 U For website / on screen
R 83. G 170. B 154
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Colour plays a very important role in establishing the visual identity in the conscious of people, and is chosen very carefully. The house colour identified for Uttar Pradesh State Organic Certification Agency is a green (Pantone DS 264-5 U). This unique green colour stands for quality and benchmarking of process. The identity uses a single colour, lending it a cutting-edge personality of integrity and high values. It is recommended that the symbol be
ď‚Ł
File in CD: UPSOCA_Symbol_Short Colour UPSOCA_Symbol_Short B&W
used on a white or a lighter background to enhance its visibility and recall value. However, in situations where the house colour cannot be used due to limitations of reproduction processes (photocopy, newspaper advertisement etc.), it is recommended to use the entire visual identity in black colour as shown on this page. An attempt should be made to maintain maximum contrast with the background colour.
ď‚Ł
File in CD: UPSOCA_Symbol_Full Colour UPSOCA_Symbol_Full B&W
Please Note: The colours shown throughout this booklet may vary from the correct colour due to difference in printing process and pigments used. For matching the exact shade of colours, always use the specifications or refer to the colour swatches provided with this document. PANTONE is a registered trademark of Pantone Inc.
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SECTION 2.
how the symbol can be used.
This section specifies the basic rules of how to use the symbol while creating different material for the agency, especially issues of colour, proportion and sizes. This section also gives examples of common mistakes while using the symbol, which should not be done in any situation.
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2.1 SAFE ZONE / CLEAR SPACE To ensure maximum visibility of the basic identifier in any identity, it is very important that the symbol and the typography be used in such a manner that it gets it’s due importance.
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To ensure its integrity and visibility, the UPSOCA visual identity should be kept clear of competing text, images and other graphic elements. There must be adequate clear space surrounding the identity on all four sides – a space equal to double the height of the letter 'P', as shown below.
2.2 USAGE WITH OTHER SYMBOLS There may be situations where the UPSOCA identity is placed along with symbols of other organisations. In such a scenario first attempt should be made to give more importance to the UPSOCA identity, however it depends on the relationship with the other organisation and their own branding guidelines.
Preferred combinations are shown on this page as suggestions and are purely indicative. An attempt should be made to keep the UPSOCA identity towards the left during horizontal layouts, and on the top during vertical layouts, as shown here. Please ensure that the specifications for the safe zones are followed properly.
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2.3 INCORRECT USAGE : DO NOT DO THESE 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 signature identity (symbol and identifier - both full & short) should be consistent and should not be distorted or changed in relative proportion, colour etc., in any given situation.
DO THESE ALWAYS USE THE SYMBOL IN THE ORIGINAL PROPORTIONS. USE THE ELECTRONIC FILE PROVIDED. DON'T USE A WEB DOWNLOAD FOR A PRINTED PUBLICATION. USE THE SPECIFIED COLOUR.
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The symbol has been designed with a certain logic. It is very critical to maintain the same relative proportions and colour across applications to ensure a robust and consistent identity. Please use the files which are provided in the accompanying CD of details of file formats, please refer to page 42-43. Please do not attempt to recreate/redraw the symbol. A few examples are shown on this page, which should not be done in any situation or for any kind of purpose.
DO NOT DO THESE
DON'T STRETCH OR CONDENSE
DON'T REDRAW THE SYMBOL, IT WILL BE DIFFICULT TO MATCH THE OFFICIAL SPECIFICATIONS.
DON'T USE TWO, THREE OR MORE COLOURS.
DON'T USE DIFFERENT COLOURS FOR SYMBOL & LOGOTYPE
DON'T MAKE THE SYMBOL HOLLOW OR IN OUTLINE
DON'T ADD DROP SHADOW TO SYMBOL
DON'T USE THE ADD SPECIAL EFFECTS, SUCH AS BEVEL OR EMBOSS TO THE SYMBOL.
DON'T ADD OUTLINE
DON'T USE A BACKGROUND WHERE THE SYMBOL IS NOT CLEARLY VISIBLE.
DON'T USE A BACKGROUND WHERE THE SYMBOL IS NOT CLEARLY VISIBLE.
DON'T USE THE SYMBOL AGAINST ANY KIND OF TEXTURE.
DON'T ROTATE THE SYMBOL
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SECTION 3.
usage of the symbol - few examples
This section provides suggestions on how the symbol for the U. P. State Organic Certification Agency may be used for creating awareness across various media -- both outdoors, and inhouse stationery. The proposed visual language is a very clean, uncluttered look with lot of white space. This would give importance to the symbol and help enhance the recall value, across all media. The designs of various items shown in the following pages, are not final in terms of factual content, and are purely suggestive of how the symbol can be used.
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3.1 LETTERHEAD SIZE 210 mm x 297 mm PAPER 80 gsm, Certi Handmade, Kalamkhush, KVIC Handmade Paper Making Unit PRINTING 1 colour screen printing
The symbol is the recognizable face for UPSOCA. All designs should be such that the symbol gets more importance. The cover page of publications, reports, guide books and other material should be free of visual clutter.
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3.2 VISITING CARD SIZE 90 mm x 55 mm PAPER 250 gsm, S 157B, Sun Paper PRINTING 2 colour screen printing on front 1 colour screen printing on back
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3.3 ENVELOPE SIZE 4.5 in x 9.5 in PAPER 80 gsm, Bond Handmade, Kalamkhush, KVIC Handmade Paper Making Unit PRINTING 1 colour screen printing
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3.4 OFFICE NOTING
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3.5 PUNCH FILE
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3.6 ROUND SEAL The official round seal is in two different languages
File in CD: UPSOCA_RSeal-English UPSOCA_RSeal-Hindi
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3.7 IDENTITY CARD
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3.8 BAG
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3.9 CERTIFICATE
U. P.. State Or Organic Certification Agency
CERTIFICATE CA CATE
of Accreditation for Inspection and Certification of Organic Product This is to certify that the eevaluation committee under the national programme ffor organic production (NPOP) of the go government of India has conducted evaluation of certification programmes of the organisation stated below and have found them to be in accordance with the accreditation criteria laid down under the NPOP.. Accordingl Accordingly, y, the national accreditation body has approved the accreditation as per details given below: NAME OF THE ORGANISATION SA SATION
BIOCERT INDIA PVT. LTD.
74 Sarthak Residency, Sector D, Shivdham, Khandwa Road, Indore -452 007, Madhya Pradesh INDIA ACCREDITATION TATION NUMBER TA
NPOP/NAB/0023
ACCREDITAT REDIT ION VA REDITAT VALID UP TO
30 November 2014
This certificate of accreditation is issued in accordance with Public Notice No. 19(RE-2001) 1997-2002 dated 11th June 2001 as amended vide Public Notice. No. 72(RE-2003)/2002-2007 dated 21st July 2004 issued by the Directorate General of Foreign Trade, Government of India, New Delhi. For and on behalf of The National Accreditation Body under NPOP
Date 2011.01.12 (w.e.f. 2011.01.12) Place New Delhi
(CHAIRMAN) APEDA
U. P.. State Or Organic Certification Agency, Govt. Garden Campus, Kariyappa Marg, Alambagh, Lucknow - 226 005, Uttar Pradesh INDIA office 路 +91 522 2451 639 fax 路 +91 522 2451 256 website 路 www.upsoca.org
Image and text for representation purpose only
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3.10 NEWSPAPER ADVERTISEMENT
Text for representation purpose only
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3.11 POSTER
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3.12 PAPER WEIGHT
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SECTION 4.
artwork files of symbol colour swatches
This section enlists details of the digital files in the accompanying CD. These are broadly divided into two categories for use on printed material, and for web/on screen applications. For ensuring that the correct symbol is used across all media, please use the digital files from this master CD. Do not attempt to re-create/redraw the symbol. The colour swatches have been specially printed and should be used as a reference for printing jobs to match the colour.
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4.1 SYMBOL FILE FORMATS IN CD While creating any promotional material where the symbol is used, it is important to use the correct file format for getting the correct results. The accompanying CD has the master artworks of the symbol – both the full and short versions. These files are categorised as per their intended use: for printing purposes and for online/onscreen usage.
The EPS format is preferred for any printed projects such as publications, reports, posters, signs, booklets, stationery, stickers etc. For on-screen projects such as Powerpoint presentations, websites, blogs, films, television programmes; PNG or JPG files (depending on the application) should be used.
PURPOSE / FILE FORMATS
EPS
AI
CDR
PNG
JPG
Microsoft Word Docs Powerpoint Documents Brochures & Posters Display Banners Signage Books & Reports Stationery Vehicle Graphics Recommended Acceptable Unacceptable (Don't Use)
Websites & Blogs Videos & TV
EPS files are a special format for printing that allows symbols to be printed clearly at any size. These are scalable/ enlargeable. Although they may appear jagged or discoloured when viewed on screen, EPS files will print out clearly. A test print is recommended.
Black & White Colour can be used for screen printing or for photocopying.
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, use scalable vector EPS files (or Adobe Illustrator or Corel Draw Files - AI/CDR) whenever possible.
Please refer to the table above to use the correct file format in relevant software/purpose.
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The Colour files can be used for multi-colour offset printing or digital printing and on screen application.
NAMING OF THE FILES IN THE CD: prefix
symbol code
symbol specification and colour/b&w
file format: eps / ai / cdr / jpeg / gif
UPSOCA_Symbol_Full Colour.ai UPSOCA SYMBOL COLOUR
UPSOCA_Symbol_Full Colour.ai UPSOCA_Symbol_Full Colour.cdr UPSOCA_Symbol_Full Colour.eps UPSOCA_Symbol_Full Colour.jpg UPSOCA_Symbol_Full Colour.png
UPSOCA_Symbol_Short Colour.ai UPSOCA_Symbol_Short Colour.cdr UPSOCA_Symbol_Short Colour.eps UPSOCA_Symbol_Short Colour.jpg UPSOCA_Symbol_Short Colour.png
UPSOCA SYMBOL BLACK & WHITE
UPSOCA_Symbol_Full B&W.ai UPSOCA_Symbol_Full B&W.cdr UPSOCA_Symbol_Full B&W.eps
UPSOCA ROUND SEAL ENGLISH
UPSOCA_RSeal_English.ai UPSOCA_RSeal_English.cdr UPSOCA_RSeal_English.eps
UPSOCA ROUND SEAL HINDI
UPSOCA_RSeal_Hindi.ai UPSOCA_RSeal_Hindi.cdr UPSOCA_RSeal_Hindi.eps
UPSOCA CERTIFICATION MARK
UPSOCA_CMark_Colour.ai UPSOCA_CMark_Colour.cdr UPSOCA_CMark_Colour.eps UPSOCA_CMark_Colour.jpg
UPSOCA_Symbol_Short B&W.ai UPSOCA_Symbol_Short B&W.cdr UPSOCA_Symbol_Short B&W.eps
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4.2 COLOUR SWATCHES
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UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00
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FINALARTWORK FILES OF SYMBOL SYMBOL AND GUIDELINES Uttar Pradesh State Organic Certification Agency, Lucknow DESIGNED BY National Institute of Design, Ahmedabad
2013, UPSOCA, Lucknow
U.P. State Organic Certification Agency
Paldi, Ahmedabad 380 007. India Phone. +91 79 2662 3996 Fax. +91 79 2662 5240 Email. ids@nid.edu Url. www.nid.edu
2013
UPSOCA IDENTITY & MANUAL DESIGNED BY INTEGRATED DESIGN SERVICES, NID PROJECT HEAD Tarun Deep Girdher, Sr. Faculty, Graphic Design. tarundg@nid.edu DESIGN ASSOCIATE Rana Snehal CLIENT SERVICING Naresh Nagar. naresh@nid.edu