Page 1

KIDZEE BRAND MANUAL Brand identity guide

KIDZEE | Brand identity manual


Contents

Section A

Introduction About Zee Learn

003

ATL communication guidelines

Zee Learn brands

004

Advertising program overview

More about Kidzee

005

Stakeholder relationship

006

Kizdee parent journey

007

Brand touchpoints

008

BTL communication guidelines

Kidzee brand behaviour

009

BTL touchpoint overview

041

BTL elements

042

Folders

064

Physical elements

083

030

Mailing stickers

065

Furniture

084

Print advertising

031

Visitor badge

066

Colours, materials and finishes

085

ATL design system

033

Canopy

067

Preschool zones

087

PowerPoint template

068

Site selection

088

Zone 1: access roads

089

Zone 1: facade

092

Zone 1: reception

099

Section C

Online guidelines

School brochures, prospectus, leaflet 045

Home page wireframe

071

Zone 1: office

102

Communication guidelines

School posters

049

Home page layout options

072

Zone 2: outdoor play area

105

Elements of brand identity

012

School stationery

051

Zone 2: activity room

107

Kidzee logo

013

School vehicle graphics

053

Zone 3: classroom

108

Kidzee logo and brand promise

016

Identity cards

054

Spatial guidelines

Zone 3: toilets

111

Logo with floating outline

019

School uniform

055

About the spatial guidelines

074

Additional communication elements

113

Kizdee emblem

020

Kizdee iLLUME kit

056

Spatial translation of Kidzee

075

General lighting principles

117

Colour palette

022

Business cards

057

Spatial elements of Kidzee

077

Process flow set-up

118

Typography principles

023

Official stationery

058

Layout

078

Activity sequence

119

Photography signature

025

Testimonial book

062

Types of spaces

079

Layout exercise

120

Copy and tone of voice

027

Entry register

063

Ergonomics

081

iLLUME kit reference

121

Section B

Section D

Brand Identity Communication Principles / Page 001


Section A

Introduction

Brand Identity Communication Principles / Page 002


About Zee Learn Limited

Zee Learn Ltd. is one of the leading companies in education in India with the fastest growing chain of K-12 schools and India’s No. 1 chain of pre-schools. Zee Learn Ltd., has stated the purpose to improve human capital through quality education and development. We believe that each and every individual has a unique potential. We help individuals (children and youth) realize their unique potential through our school network, school innovations, vocational institutes and online ventures. To deliver this, we maintain our central values Integrity: doing what we said we’ll do Ownership: owning what we do Leadership: leading the change Trust: oneself and others Continuous learning: for continuous improvement To learn more visit www.zeelearn.com

Brand Identity Communication Principles / Page 003


Zee Learn brands

Mount Litera Zee Schools is the 2nd largest chain among private-unaided schools.

Today Kidzee is the largest pre-school chain in Asia.

Launched in 2008, Mount Litera Zee schools endeavour to bring a quantum improvement in school education. Students discover their unique potential world class infrastructure, skilled teachers, and proprietary pedagogy.

Kidzee has been changing lives of children and parents since 2003. With its proprietary pedagogy iLLUME, Kidzee teaches how to think rather than what to think, while providing a stimulating, child friendly environment to discover themselves and their world.

To learn more visit www.mountlitera.com

To learn more visit www.kidzee.com

Mount Litera World Preschool is an international standard pre-school.

Mount Litera World School will be an International Baccalaureate Zee Learn school.

With its Q-8 advantage, state-of-the-art infrastructure and personalised attention to each child, MLWP provides a global education to young children.

The first of many schools projects is already under construction in Mumbai’s posh Bandra Kurla Complex. Zee Learn Ltd. is closely involved in developing the infrastructural and educational standards for a state-of-the-art international school

To learn more visit www.mountliteraworld.com

Brand Identity Communication Principles / Page 004


More about Kidzee

Within almost a decade of its existence, Kidzee has been recognized as a pioneer in the ECCE (Early Childhood Care & Education) and CDE (Child Development & Education) space. With over 900+ centres in more than 330+ cities, Kidzee is the largest preschool chain in Asia. Its proprietary pedagogy, iLLUME helps parents and teachers spot the unique potential in each child. iLLUME was instituted by Kidzee after conducting research with 20,000 parents, 2000 teachers and 1,30,000 children. This pedagogy is different from the one-size-fits-all approach followed in most preschools. Children are taught according to the learning style they are most responsive to. This ensures children are not pressurized and look at learning as an enjoyable experience. The five programs under Kidzee are as follows Parent Toddler: the objective of the program is to train parents to help foster their child’s development by learning and practising child development through a scientific approach. Play Group: playgroup provides children with an array of individual, small and large group activities. Each month children explore an exciting theme through iLLUME and participate in enriching activities. Nursery: in nursery, children are engaged in school readiness activities such as reading, writing, counting, number recognition and problem solving in a fun manner. Children corroborate their learning through activities in areas like dramatics, science and arts. Junior KG, Senior KG: in addition to age-appropriate activities in Kindergarten, which prepares a child for success in formal school; various other activities are conducted in the areas of language, numbers, general knowledge, music, art in a planned manner throughout the program. Furthermore, each child's development is measured thrice in a year through well designed assessment as part of Kidzee’s unique pedagogy iLLUME.

Brand Identity Communication Principles / Page 005


Stakeholder relationship

Circle of growth is the child-centric relationship shared by Zee learn, Kidzee business partners, Kidzee teachers and the Kidzee parent.

BUSINESS PARTNER

In this growth model, the focus is always to enhance a child’s experience and knowledge. The parent, Kidzee teacher, Kidzee business partner and Zee learn work with each other to ensure the child discovers his/her true potential.

Brand growth Revenue generation

ZEE LEARN

Leverage brand and pedagogy More enrolments

TEACHER

PARENT

Effective teaching Personal fulfilment

Quality development Reassurance

Brand Identity Communication Principles / Page 006


Kizdee parent journey

The journey a parent makes from discovering Kidzee, to experiencing the Kidzee methodology, to finally committing to the Kidzee way.

Loyalty loop

Loyalty loop

Activity rooms

Entrance

Visit website

TV commercial Classrooms

Facade Discuss with others

Brochure

Meet principal

DISCOVER

Discuss with others

EXPERIENCE (visit the facility)

INTERACT

Hoardings Visit road show

COMMIT

Transportation

Road signage

Print ads

Playground Meal areas

AV TOUCHPOINT ONLINE TOUCHPOINT

Meet teachers

Take prospectus

Toilet

PRINT TOUCHPOINT SPATIAL TOUCHPOINT LOYALTY LOOP TOUCHPOINT

Brand Identity Communication Principles / Page 007


Brand touchpoints Print ads

TV ads 360ยบ brand touchpoint mapping shows the various brand elements our stakeholders come in touch with through the engagement with Kidzee.

Website

Directional signage www

Brochure

ID card

A 360ยบ brand touchpoints overview helps to ensure we consider each and every point where we can communicate and reaffirm Kidzee values to our stakeholders.

Uniform

360ยบ brand touchpoints

NT ME OL S NR INT E-E PO PR UCH TO

Work books

PO TO STUC EN HP RO OI LM NT EN S T

Leaflets

Road shows

www

Transportation

Website

Posters

ENROLMENT TOUCHPOINTS

Brochure

School areas Posters Facade

Visitor register Brand Identity Communication Principles / Page 008


Kidzee brand behaviour

Kidzee provides a unique environment where children begin their journey of discovering their true potential. Here, parents and children have a safe and lively setting to explore, discover and learn. We need to communicate the Kidzee essence to our partners and patrons effectively. The Kidzee brand behavior is Fun: The Kidzee ideology does not put any pressure on the child and they grow at their own pace. Here learning is an enjoyable experience. Open: The Kidzee ideology gives a child diverse pathway to learning. Here learning is adapted to the needs and preferences of the child. Trustworthy: The Kidzee ideology gives a safe ground for children to examine and learn about their world. Here children and parents find a safety net.

Brand Identity Communication Principles / Page 009


Section B

Communication principles

Brand Identity Communication Principles / Page 010


The brand guidelines are a guide to help you communicate a proposition while articulating the full power of the Kidzee brand.

Brand Identity Communication Principles / Page 011


Elements of brand identity

The brand guidelines are made of elements of brand identity Elements of brand identity communicate our brand’s principles, these elements when used optimally help Kidzee become an identifiable brand. Use the Brand elements given in this document as building blocks to help create a unified and consistent brand identity. The elements of our brand identity are -

PHOTOGRAPHY

LOGO Elements that convey who we are

EMBLEM BRAND PROMISE

Elements that support the content and convey the overall brand identity

COPY COLOUR TYPOGRAPHY

Brand Identity Communication Principles / Page 012


Kidzee logo

The Kidzee logo is a unique piece of work. The form as indicated should always be maintained. In all cases the logo artwork should be used. Do not attempt to recreate the logo. The logo must never be recreated, logotype must never be re-typeset. Use the black and white version of the logo as shown

Colours: Cyan C100 M0 Y0 K0 Red C0 M100 Y100 K0

Brand Identity Communication Principles / Page 013


Logo do’s and don’ts

Use the logo as shown in its standalone form In all cases the logo artwork should be used. Do not attempt to recreate the logo. The logo must never be recreated; logotype must never be re-typeset.

Do not re-create the logo

Do not re-colour the logo

Do not distort, stretch or skew the logo

Do not crowd the logo with any text or graphic element. Follow the safe space guidelines given in the next page.

Do not place the logo on a background which is busy, that distracts or offers poor contrast to the logo.

Do not use the logo in reverse

Brand Identity Communication Principles / Page 014


logo safe space

Safe space around the logo should be the same as the height of the logo Safe space is an invisible boundary; it should never be made visible To maintain visual clarity, the Identity must never appear to be linked to or to be crowded by text, photographs or graphic elements. Height of the Logo = X

If the height of the Logo unknown size X, then always maintain the minimum safe space of X around the Identity to preserve its integrity. Eg. As shown if the height of the Kidzee logo is 8 cm then the space around should be 8 cm on all sides.

X = minimum safe space

X = minimum safe space

Brand Identity Communication Principles / Page 015


Logo with brand promise

Use the brand promise “India’s favourite preschool” in the standard configuration with the logo. Do not attempt to recreate or re-typeset the brand promise with the logo. In all cases the artwork of the logo with brand promise should be used Use the black and white version of the logo as shown

Brand Identity Communication Principles / Page 016


Logo with brand promise: do’s and don’ts

Use the logo with the brand promise as shown in its standalone form. In all cases the artwork of the logo with brand promise should be used. Do not attempt to recreate the brand promise with logo. The brand promise must never be recreated, logotype must never be re-typeset.

India‛s favourite preschool

Do not reposition the brand promise

Do not use a different typeface or different way of writing.

Don’t use another configuration.

India’s favourite preschool

Do not re-colour the brand promise

Do not place the logo with the brand promise on a background which is busy, that distracts or offers poor contrast to the logo or the brand promise

Brand Identity Communication Principles / Page 017


Logo with brand promise: safe space

Use the brand promise ‘India’s favourite preschool’ in the standard configuration with the logo. Do not recreate or retype the brand promise or logo. Always use artworks of the logo and brand promise. Safe space around the logo with the brand promise should be the same as the height of the logo. Safe space is an invisible boundary; it should never be made visible. To maintain visual clarity, the identity must look linked to or to be crowded by text, photographs or graphic elements.

Height of the Logo = X

iNDIA’S FAVOURITE PRESChOOL

Height = 17.5% of ‘X’

X = minimum safe space

X = minimum safe space

Brand Identity Communication Principles / Page 018


Logo with floating outline

In some instances the Kidzee logo can be used with a floating outline. In all cases the logo floating outline artwork should be used. Do not attempt to recreate the outline.

Kidzee logo with the floating outline can be used as shown in these examples.

Use the floating logo when the Kidzee logo is being used on a dark background, on an image or when you need to brand procured school property like soft boards, folders, etc.

Brand Identity Communication Principles / Page 019


Kidzee emblem

The Kidzee school emblem is a unique piece of work. The form as indicated should always be maintained. In all cases the emblem artwork should be used. Do not attempt to recreate the emblem. The emblem must never be recreated, logotype must never be re-typeset.

Brand Identity Communication Principles / Page 020


When to use the emblem

Please use the emblem only in the communication tools indicated as acceptable in the table here.

Communication tools ATL elements ATL print ads ATL outdoor ads (hoardings) ATL posters BTL elements School brochures (prospectus) School leaflets

Use emblem

    

School stationery - books Stationery visiting card, letter head and envelop

School indoor posters ID cards Transportation - vehicular graphics

Uniforms Presentation Mails Spatial elements

Road access sign

  

Façade Identity Entrance Identity /Info graphics Drop off point Identity - poster

Reception Identity -banner Office Identity - iLLUME poster

Outdoor Identity - play area sign Activity area Identity - posters Classroom Identity - wall graphics Meal area Identity - healthy eating sign Toilet identity - cleanliness/hygiene sign Play areas identity - posters Indoor signage

      Brand Identity Communication Principles / Page 021


Colour palette MAIN IDENTITY COLOURS

Use only colours from the standard colour palette built from four base colours and their shades. Colour forms an integral part of the visual Identity. Extreme care should be taken to ensure exact reproduction of the colour. The CMYK values should be matched to the Pantone shades specified as closely as possible.

Dark Blue

C100 M100 Y0 K40

C60 M60 Y0 K0

C20 M20 Y0 K0

Bright Red

C0 M100 Y100 K40

C0 M60 Y60 K0

C0 M20 Y20 K0

Bright Cyan

C100 M0 Y0 K40

C60 M0 Y0 K0

C20 M0 Y0 K0

Lemon Yellow

C0 M0 Y100 K40

C0 M0 Y60 K0

C0 M0 Y20 K0

Bright Green

C78 M0 Y63 K67

C25 M0 Y50 K0

C10 M0 Y35 K0

C100 M100 Y0 K0 R40 G22 B111 Web EF3E42 Pantone 273C

C0 M100 Y100 K0 R218 G37 B29 Web ED1B23 Pantone 485C

C100 M0 Y0 K0 R0 G147 B221 Web EF3E42 Pantone 2925C

C0 M0 Y100 K0 R255 G245 B0 Web FFF500 Pantone 3945C

MONOCHROMATIC PALETTE

C60 M0 Y100 K0 R124 G189 B42 Web 72BF44 Pantone 368

Black

C0 M0 Y0 K100 R0 G0 B0 Web 000000

EXTENDED PALETTE

White

C0 M0 Y0 K0 R255 G255 B255 Web FFFFFF

Brand Identity Communication Principles / Page 022


Typography principles

Typography should be used optimally to deliver clear messages. Use fonts from this Typography palette only.

Font only for brand promise

A

ABCDEFGHIJKLMNOPQRSTUVWXYZ

anime ace 2.0 bb

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG

Aa Aa

Font for headlines

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG The quick brown fox jumps over the lazy dog

Rockwell Regular Rockwell Italic Rockwell Bold Rockwell Bold Italic

Font for body text (print and digital media) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Arial Regular Arial Italic

THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG The quick brown fox jumps over the lazy dog

Arial Bold Arial Bold Italic

Brand Identity Communication Principles / Page 023


Typography do’s and don’ts

anime ace 2.0 bb India’s favourite preschool

Use only when you need to retype the brand promise

Rockwell Regular Rockwell Italic Rockwell Bold Rockwell Bold Italic

It’s impossible to keep children away from Kidzee Call 093200 623100. www.kidzee.com Use for tagline, super, headline, contact number, web address Arial Regular Arial Italic Arial Bold Arial Bold Italic Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vel odio. Curabitur pharetra dui eget drerit tincidunt.

Use for all body text both print and digital media

Comic Sans Gill Sans Garamond Times New Roman

Don’t use other fonts.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum urna dolor, placerat eu rutrum eu.

Range left, unjustified text, regular word/ letter space, spacious leading, clear structure

Unique Methodology

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum urna dolor, placerat eu rutrum eu, dignissim vel odio. Curabitur pharetra dui hendrerit tincidunt.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum urna dolor, placerat eu rutrum eu.

Don’t use justified text, irregular or extra letter spacing, very little leading.

Unique Methodology Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum urna dolor, placerat eu rutrum eu, dignissim vel odio. Curabitur pharetra dui eget tortor hendrerit tincidunt.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum urna dolor, placerat eu rutrum eu.

Don’t use range right, unclear structure, or automatic hyphenation.

Unique Methodology

Lorem ipsum dolor, consectetur adipiscing elit. Vestibulum, placerat eu rutrum eu, dignissim vel odio. Curabitur pharetra dui eget tortor hendrerit tincidunt.

Brand Identity Communication Principles / Page 024


Photography signature

Photography should capture the essence of Kidzee brand promise. Ensure that the photography is relevant and meaningful. Also make sure it represents the brand pillars.

Fun

:

Open

:

Trustworthy

Brand Identity Communication Principles / Page 025


Photography signature: do’s and don’ts

Expressive: Show close-ups of emotion, with a sense of playfulness and fun

Confident: Reflecting a with a sense of involvement and achievement in various activities

Involved: Teachers and children immersed in joint activity, interactions is intimate and always one on one

Do not use uninvolved expressions

Do not use objects as the main point of focus. Always use a human element

Do not represent teaching scenario with one-to-many teacher to student interaction that looks uninvolved Brand Identity Communication Principles / Page 026


Copy and tone of voice

Structure: Few words conveying precise information

4Lakh happy parents have put their trust in us

Style: Confident tone of voice

It’s impossible to keep children away from Kidzee

Content: Copy must work together with the main photograph

Brand Identity Communication Principles / Page 027


Section B

ATL communication guidelines

Brand Identity Communication Principles / Page 028


Advertising communicates Kidzee services. The ATL guidelines specify elements to let you do this with consistency. This document helps you to create print ads, outdoor ads and posters.

Brand Identity Communication Principles / Page 029


Advertising program overview

The advertising program should convey the main message of ongoing campaigns. At the same time it should represent the brand pillars.

fun. open. trustworthy TOP: single spread landscape format ad with focus on logo BOTTOM: 1/3 newspaper spread ad with child centric image focus

Single spread advertising and vertical poster (Layout with focus on TVC)

4

lakh happy parents have put their trust in us

It’s impossible to keep It’s impossible to keep children away fromfrom Kidzee children away Kidzee

Come find out how we can nurtu re the unique potential of your child Call: 09320 0 63100 www.kidze e.com

It’s impossible to keep children away from Kidzee

4

4

lakh happy parents have put their trust in us

lakh happy parents have put their trust in us

Come find out how we can nurtu re the unique potential of your child Call: 09320 0 63100 www.kidzee .com

It’s impossible It’s impossible to to keep children keep children away from away fromKidzee Kidzee

4

lakh happy parents have put their trust in us

Come find out how we can nur ture the unique potentia l of you r child Call: 0932 00 6310 0 www.kidz ee.com

It’s impossible It’s impossible to keepchildren children to keep away fromKidzee Kidzee away from 4

lakh happy parents have put their trust in us

Come find out how we can nurtur e the uniqu potential e of your child Call: 093200 63100 www.k idzee.c om

Brand Identity Communication Principles / Page 030


Print advertising and advertising posters

Please follow these examples to create deliver the Kidzee proposition

Single spread advertising (Layout with focus on TVC)

Double spread advertising (Layout with focus on TVC)

Single spread advertising - landscape format (Layout with focus on TVC)

4

4

It’simpossible impossible keep It’s to to keep childrenaway away from Kidzee children from Kidzee

lakh happy parents have put their trust in us

It’s impossible It’s impossible to to keep children keep children away awayfrom fromKidzee Kidzee

It’s impossible to keep children away from Kidzee

4

lakh happy parents have put their trust in us

Come find out how we can nurtur e the uniqu potential e of your child

lakh happy parents have put their trust in us

Come find out how we can nurt ure the unique potential of your child Call: 0932 00 6310 0 www.kidz ee.com

Come find out how we can nur ture the unique potent ial of you r child Call: 0932 00 6310 0 www.kid zee.com

Call: 093200 63100 www.k idzee.c om

Single spread advertising - landscape format (Layout with focus on logo) 1/3 print newspaper advertising (Layout with child centric image)

1/3 print newspaper advertising (Layout with focus on logo)

4

lakh happy parents have put their trust in us

It’s toto keep It’simpossible impossible keep children Kidzee childrenaway awayfrom from Kidzee

Come find out how we can nurt ure the unique potential of your child Call: 0932 00 6310 0 www.kidz ee.com

4

lakh happy parents have put their trust in us

4

lakh happy parents have put their trust in us

It’simpossible impossible to keep It’s to keep children away from Kidzee children away from Kidzee

Come find out how we can nurtu re the unique potential of your child Call: 09320 0 63100 www.kidze e.com

4

lakh happy parents have put their trust in us

It’s to keep It’simpossible impossible to keep children away from Kidzee children away from Kidzee

Come find out how we can nurtu re the unique potential of your child Call: 09320 0 63100 www.kidze e.com

4

lakh happy parents have put their trust in us

Brand Identity Communication Principles / Page 031


Outdoor billboard

Please follow these examples to create deliver the Kidzee proposition

It’s impossible to keep children away from Kidzee

It’s impossible to keep children away from Kidzee

It’s impossible to keep children away from Kidzee

Brand Identity Communication Principles / Page 032


ATL design system

The ATL design system can be used to make a range of posters, billboards, etc. using a few simple elements. Width

Use a short, clear headline. Font: Rockwell regular with white band

It’s impossible to keep children away from Kidzee

Height

Depending on the campaign, deliver the key message through the main photograph

X

It’s impossible to keep children away from Kidzee

Logo width = 70% of the ‘X’

‘X’ is not fixed. It may vary according to the content. 12% of the width

Brand Identity Communication Principles / Page 033


ATL layout design system

Do’s

Don’ts

It’s impossible to keep children away from Kidzee It’s impossible to keep children away from Kidzee

It’s impossible to keep children away from Kidzee

It’s impossible to keep children away from Kidzee

Always put copy and logo on the white band and align it properly.

It’s impossible to keep children away from kidzee

Do not reposition the logo and the copy.

It’s impossible to keep children away from kidzee

Brand Identity Communication Principles / Page 034


ATL overview: layout variations

Single spread ad / poster

Single spread advertising /landscape poster

Main photograph

Main photograph

It’s impossible to keep children away from Kidzee

Double spread advertising

It’s impossible to keep children away from Kidzee

1/3 print newspaper advertising

Main photograph

It’s impossible to keep children away from Kidzee

Main

Vertical poster

photograph

Main photograph

It’s impossible to keep children away from Kidzee

Outdoor advertising billboard

Main photograph

It’s impossible to keep children away from Kidzee

It’s impossible to keep children away from Kidzee

Brand Identity Communication Principles / Page 035


Section B

BTL communication guidelines

Brand Identity Communication Principles / Page 036


We use BTL touchpoints to build a consistent brand. BTL guidelines specify elements that help communicate the Kidzee proposition. This document helps you to create brochures, leaflets, posters, vehicule graphics, uniforms and stationery.

Brand Identity Communication Principles / Page 037


BTL touchpoint overview

BTL touchpoints help build consistent brand and communicate the Kidzee proposition clearly. Along with this, they also make sure it represents the brand pillars

iLLUME teaching kit Our prospectus: the year ahead

fun. open. trustworthy

The kidzee experience

4

lakh happy parents have put their trust in us

It’s impossible to keep children away from kidzee

how we find out Come unique re the can nurtu child of your potential 63100 Call: 093200 idzee.com www.k

Play and have fun every day!

Brand Identity Communication Principles / Page 038


BTL elements: use of star child form

The star child form is derived from the Kidzee emblem. 8 different versions of the star child has been derived from the 8 capabilities as outlined by iLLUME. The star child form can be used in BTL touchpoints to illustrate various propositions built for child development. Use the star form as indicated in the following -

1. Interpersonal

2. Intrapersonal

3. Spatial

4. Naturalist

5. Musical

6. Kinesthetic

7. Logical

8. Verbal

Brand Identity Communication Principles / Page 039


BTL elements: use of photography

Use photographs as much as possible when creating BTL touchpoints. Photography should capture the essence of Kidzee’s brand promise. Please refer to the photography signature and photography signature: do's and don’ts as specified in the Kidzee communication principle guidelines. Following are examples of photography that follow these guidelines correctly.

Brand Identity Communication Principles / Page 040


School brochures, prospectus, and leaflets

The Kidzee experience Our prospectus: the year ahead

School prospectus

iLLUME teaching kit School brochures

School leaflets

Brand Identity Communication Principles / Page 041


School brochures, prospectus, and leaflets: size and grid

Height

Width

X

The Kidzee experience X=50% of panel width

X

Our prospectus: the year ahead

Logo width = 70% of the ‘X’

iLLUME teaching kit

‘X’ is not fixed. It may vary according to the content.

6% of panel width

12% of the width

6% of panel width

6% of panel width

Brand Identity Communication Principles / Page 042


School brochures, prospectus and leaflets: inside pages

School brochure pages are colourful, but not overwhelming. Information is presented in a clear and simple manner.

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Sub heading Ur? Quiam aut quo moditatet ulparum aut oOlupisquatur, vid magnis volectincia dita dolorest et qui alit aut quo ipsapit optaecte venditi umquia sum vel eum, sus, cum volo te quatis am at iducium alibus dolore nossinv ellabo. Um quundeni tem que sint volum reicidu ciditenis eicae dolupta del Parcidicienia disitat aturem ipsum core maio doluptas essit reptatem verio. Et autempe riosam ut ipsaecest qui nat. Serore dolutatur as cum ute veligni entiam fugia volorep taest, qui cum ipitSimaximillab iducimus atur modignam, ut intempost eum sinveliquia volorument pe sam quis aut volum, voluptur?optaecte venditi umquia sum vel eum, sus, cum volo te quatis am at iducium alibus dolore nossinv ellabo. Um quundeni tem que sint volum reicidu ciditenis eicae dolupta de

Brand Identity Communication Principles / Page 043


School brochures, prospectus and leaflets: inside pages: grids and fonts

Star child icon (if relevant)

Main heading image

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iducimus atur modignam, ut intempost eum sinveliquia volorument pe sam quis aut volum, voluptur?optaecte venditi umquia sum vel eum, sus, cum volo te quatis am at iducium alibus dolore nossinv ellabo. Um quundeni tem que sint volum reicidu ciditenis eicae dolupta de

Main headlines Font: Rockwell, size 18 to14 point, leading: auto Body text Font: Arial, size 9 point, leading: auto

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Sub-heading Font: Arial, size 11 to 9 point, leading: auto

Sub heading Ur? Quiam aut quo moditatet ulparum aut oOlupisquatur, vid magnis volectincia dita dolorest et qui alit aut quo ipsapit optaecte venditi umquia sum vel eum, sus, cum volo te quatis am at iducium alibus dolore nossinv ellabo. Um quundeni tem que sint volum reicidu ciditenis eicae dolupta del Parcidicienia disitat aturem ipsum core maio doluptas essit reptatem verio. Et autempe riosam ut ipsaecest qui nat. Serore dolutatur as cum ute veligni entiam fugia volorep taest, qui cum ipitSimaximillab iducimus atur modignam, ut intempost eum sinveliquia volorument pe sam quis aut volum, voluptur?optaecte venditi umquia sum vel eum, sus, cum volo te quatis am at iducium alibus dolore nossinv ellabo. Um quundeni tem que sint volum reicidu ciditenis eicae dolupta de

image

Same as the front cover 25% of X same as the cover

Use minimum size logo of 4 cm length Brand Identity Communication Principles / Page 044


School posters: good hygiene and good habits posters

Artwork of the posters is provided as shown. Please re-scale posters as per the space requirement.

Play and have fun every day! Good habits posters Brand Identity Communication Principles / Page 045


School stationery: guidelines

Artworks of the stationery and notebooks are provided as shown. Please re-scale posters as per space requirement.

I learn at...

I Play at...

School stationery, children’s notebooks Brand Identity Communication Principles / Page 046


School stationery: guidelines - size and grid

Width

Height

Star child icon Copy starting with ‘I’

I study at...

X

Height of the logo and brand promise including safe space = X =

Height + width 8

Page border minimum size 25% of X

Brand Identity Communication Principles / Page 047


School posters: teaching methodology posters

Artwork of the posters is provided as shown. Please re-scale posters as per space requirement.

Kidzee assessment

Kidzee content Kidzee parents

Kidzee class

Kidzee activities

iLLUME Kidzee teachers

Natures unique learning styles

e-Kidzee

Kidzee illume kit

Eight

reasons you should chose

iLLUME posters Brand Identity Communication Principles / Page 048


School vehicle graphics

Vehicle graphics for Kidzee school buses are like moving billboards. Please follow the outdoor billboard guidelines to print vehicle graphics. Use two way perforated sticker for the final execution.

Brand Identity Communication Principles / Page 049


Identity cards

Artwork of the Identity cards are provided as shown

ID card for KG1 example

ID card for KG1 example Brand Identity Communication Principles / Page 050


Uniform: placement of Kidzee emblem

Always use the emblem on the left breast area of all uniforms. Make sure the size of the emblem does not exceed 6 cm.

6 cm maximum size

Always use the emblem on uniforms

Never use the Kidzee logo

Brand Identity Communication Principles / Page 051


Kidzee iLLUME kit

Use a die cut Kidzee sticker to brand the elements in the iLLUME kit. This sticker should be created using the kidzee logo with floating outline. In all cases the logo floating outline artwork should be used. Sticker should be used only in 8 cm and 4 cm sizes. Do not attempt to re-size the sticker. Chose between the two sizes depending on the size of the product on which the sticker is put.

8 Cm sticker

4 Cm sticker Brand Identity Communication Principles / Page 052


Business cards

Use the given example to recreate business cards as needed. Use the logo with brand promise.

86 mm 6 mm

Fonts Name and designation Arial bold Size 7 Leading 10 Mailing address, email and website Arial regular Size 7 Leading 10

Logo size 30 mm

6 mm 6 mm

Mr. Ravi Kumar Registrar

55 mm

6 mm

Kidzee Day Care Centre GH-4212, Near Richmond Park Gurgaon-122001, Haryana Phone: (0124) 4049889, (0124) 4049894, 9899963688 DNC-9818554024 ravi.kumar@kidzee.com www.kidzee.com

30 mm

Colour C0 M0 Y60 K0

Brand Identity Communication Principles / Page 053


Official stationery: letterhead

Width 210 mm

Use the given example to create letterheads. Use the logo with brand promise.

50 mm

25 mm

Fonts Arial regular Size 7 Leading 10

15 mm

Height 297 mm

fold 148.5 mm

fold 85 mm

15 mm

Line thickness 0.5 points

Kidzee Day Care CentreGH-4212, Near Richmond Park Gurgaon- 122001 , Haryana Phone: (0124) 4049889 , (0124) 4049894 , 9899963688 , DNC-9818554024

25 mm

25 mm

25 mm

Brand Identity Communication Principles / Page 054


Official stationery: form templates (registration, enquiry and feedback forms)

Width 210 mm

Use pre-printed letterheads to make registration, enquiry and feedback forms. Do not try to recreate different forms and configurations every time. Use the given example to create form templates.

50 mm

25 mm

15 mm

fold 85 mm

15 mm

APPLICATION FOR REGISTRATION First Name Middle Name

fold 148.5 mm

Family Name Preferred Name or Nickname Home Address City State Province Country Zip/Postal Code Age Date of Birth (Mo/Day/Year) Country of Birth Country of Citizenship Social Security Number (optional)

Height 297 mm

E-Mail Address Home Telephone (include countr y, city, and area codes) Fax Number (include countr y, city, and area codes) Month / Year of Proposed Entrance Current grade Applying for Grade Resident Status Parent/Guardian Name Occupation Name of Company Home Address City State Province Country Zip/Postal Code Business Address City State Province Country Zip/Postal Code Business Telephone (include countr y, city, and area codes) Home Telephone (include countr y, city, and area codes) Fax Number (include countr y, city, and area codes) E-Mail Address Parent/Guardian Name Occupation Name of Company Home Address City State Province Country Zip/Postal Code Business Address City State

Line thickness 0.5 points

Province Country Zip/Postal Code

Kidzee Day Care CentreGH-4212, Near Richmond Park Gurgaon- 122001 , Haryana Phone: (0124) 4049889 , (0124) 4049894 , 9899963688 , DNC-9818554024

25 mm

25 mm

25 mm

Brand Identity Communication Principles / Page 055


Official stationery: invitation letter for parents and press invites

Width 210 mm

Use pre-printed letterheads to create invitation letters for parents and press invites. Do not try to recreate different letterhead configurations every time. Use the given example to create the letters.

50 mm

25 mm

15 mm

Height 297 mm

fold 148.5 mm

fold 85 mm

15 mm

Line thickness 0.5 points

Kidzee Day Care CentreGH-4212, Near Richmond Park Gurgaon- 122001 , Haryana Phone: (0124) 4049889 , (0124) 4049894 , 9899963688 , DNC-9818554024

25 mm

25 mm

25 mm

Brand Identity Communication Principles / Page 056


Envelope

Length 224 mm

Use the given example to recreate envelops. A4 letterheads standard size 114 x 224 mm

15 mm

15 mm

Width 114 mm

Font for address Arial regular Size 7 Leading 10

15 mm

Use the logo with brand promise

50 mm

Kidzee Day Care CentreGH-4212, Near Richmond Park Gurgaon- 122001 , Haryana Phone: (0124) 4049889 , (0124) 4049894 , 9899963688 , DNC-9818554024

15 mm

Brand Identity Communication Principles / Page 057


Testimonial book

Please follow the following instructions to create the testimonial book. Ideal size for a testimonial book should be A4.

Your views please

Your views please

Height

X

Height of the logo Height + width and brand promise = X = 8 including safe space

Page border minimum size 25% of X Width Brand Identity Communication Principles / Page 058


Entry register

Please follow the following instructions to create the entry register. Ideal size for an entry register should be A4.

Entry register

Entry register

Height

X

Height of the logo Height + width and brand promise = X = 8 including safe space

Page border minimum size 25% of X Width Brand Identity Communication Principles / Page 059


Folders

Use a die cut Kidzee sticker to brand the elements Kidzee folders, the stickers can be used in folders of all shapes and sizes. Centre align the sticker to the bottom of the page. In all cases the logo with floating outline artwork should be used. The sticker should be used only in 8 cm size. Do not attempt to resize the sticker.

8 cm sticker

8cm

Brand Identity Communication Principles / Page 060


Mailing stickers

Use the given example to create mailing stickers. Use the standalone logo without brand promise.

Length 80 mm

Fonts Arial regular Size 9 Width 50 mm

Name: Address:

Brand Identity Communication Principles / Page 061


Visitor badge

Following is an example of a visitor badge. Please create as illustrated.

Align all elements to the center

S.NO-100

10 cm

VISITOR

Arial regular size 10 points

Arial bold, size 36 points, all caps

Logo height 2 cm

Page border 0.5 cm 7Cm

Brand Identity Communication Principles / Page 062


Canopy

Use the given example to recreate canopy designs as needed. Use the logo with the floating outline artwork.

Brand Identity Communication Principles / Page 063


PowerPoint template

PowerPoint template is given as shown.

Brand Identity Communication Principles / Page 064


Section C

Online guidelines

Brand Identity Communication Principles / Page 065


We use online touchpoints to communicate with our stakeholders virtually. Online guidelines help define the look and behaviour of all web touchpoints in a consistent manner.

Brand Identity Communication Principles / Page 066


Home page wireframe

The wireframe helps divide the web page according to the importance of the images and information we need to highlight.

FUNCTIONAL LINKS BRAND IDENTITY BAND (logo, tagline, emblem, associated brands, etc.)

EMOTIVE IMAGE (from campaign)

KIDZEE WELCOME MESSAGE

FIND YOUR NEAREST KIDZEE KIDZEE WELCOME MESSAGE

TESTIMONIALS NEWS & EVENTS

FUNCTIONAL LINKS

Brand Identity Communication Principles / Page 067


Home page layout options

Here is an example of the home page design using the set wireframe. Connect the look of the website with the ongoing TVC for quick recall.

Brand Identity Communication Principles / Page 068


Section D

Spatial guidelines

Brand Identity Communication Principles / Page 069


About the spatial guidelines

Who is this for? This guideline is for client facing Zee Learn Ltd. teams, business partners, concerned architects and interior designers.

What does it do? This is a guide for the team to conceptualize a preschool and set up the centre to deliver high quality, consistent experience to students and parents.

What does it contain?

The guide provides the overall design principles, process flow, zoning principles, key spatial components, and area specific guidelines that can be used for setting up new facilities or in upgrading existing facilities.

Brand Identity Communication Principles / Page 070


Spatial translation of Kidzee brand characteristics

Brand characteristic

Fun. Open. Trustworthy

Spatial characteristic

Spatial design principles

Spatial elements

Layout, space type, function, ergonomics

Physical elements

Furniture, colours materials, finishes and lighting

Brand Identity Communication Principles / Page 071


Spatial characteristics

Playful Relaxed and home like Stimulating and dynamic

Inviting Bright yet neutral Spectrum of choices Allows self expression Encourages independence

Safe Hygienic Protected Consistent Child friendly Demonstrates durability

Brand Identity Communication Principles / Page 072


Spatial elements

Spatial elements offer a brand based framework to conceptualize a preschool and layout spaces that maximize flexibility and functionality. Spatial elements consist of the following Layout: zoning principles to allow easy circulation and access control Types of spaces: mix of spaces to accommodate all types of activities Flexibility of spaces: space designed to facilitate usage in various ways Ergonomics: child friendly, encourage independence,

Brand Identity Communication Principles / Page 073


Layout

Preschools need to function as protected environment which ensures privacy for children, parents and staff. To ensure this you must streamline the circulation flow of regulars and visitors. Where necessary, have access control mechanism to restrict the movements of visitors. The entire space of the centre can be divided in 3 key zones, based on the type of visitors, objectives of the visits, the activities carried out & the circulation flow of the users.

Zone 1

Zone 2

Zone 3

Public

Transition

Private

Zone 1: public

Zone 2: transition

Zone 1: private

Heavily frequented by outsiders such as visiting parents and business visitors

Routinely visited by outsiders, apart from students and staff

Rarely visited by outsiders, this space is meant for core student activities

Need to lead visitors to the premises, arouse curiosity, screen and receive them Access road Faรงade Entrance Reception Counselor's office

Create stimulating spaces for physical activities and to occasionally receive guests Outdoor play area Activity area

Create safe, hygienic and stimulating environment for the children to play and learn Classroom Meal room Toilet

Brand Identity Communication Principles / Page 074


Types of spaces

ACTIVITIES An effective preschool needs to offer diverse activities and spaces to encourage a sense of exploration in the child. It provides a spectrum of experiences for the child and ensures all functional activities are accounted for.

Individual

Group

While adapting an existing space, a broad classification can help allocate required areas for the many functions of the centre. Access areas Corridors Waiting area Pathways

20% 13%

Administrative areas Reception Counsellor's office Other services

47%

20%

Support areas Meal areas Toilets

Main areas Indoor classrooms, indoor activity areas, outdoor activity areas

Indoor

Outdoor SPACES

*The copyrights for all the images are with imagesbazaar.com and needs to purchased if used for commercial purposes

Brand Identity Communication Principles / Page 075


Flexibility of spaces

Flexible spaces offer children a unique opportunity for self expression. Children can explore and discover their style of communicating and learning. The various permutations of indoor and outdoor spaces, furniture arrangements, accessories, games and learning techniques can help students and teachers learn what suits a child the best.

*The copyrights for all the images are with imagesbazaar.com and needs to be purchased if used for commercial purposes.

Brand Identity Communication Principles / Page 076


Ergonomics

Children exhibit independence from an early age if can perform day-to-day activities on their own and without excessive intervention. This can happen only if the scale of spaces and physical detailing within them is adapted to being used by children. This being said, the space also needs to cater to the adults working within them.

*The copyrights for all the images are with imagesbazaar.com and needs to purchased if used for commercial purposes

Brand Identity Communication Principles / Page 077


Applying principles of ergonomics

Furniture and equipment for these activities need to be scaled for this age group and to encourage growth toward independence.

1200

Highest shelf Standing height Eye level (standing)

900 HEIGHT (mm)

The kids are in the process of gaining independence, advancing in their feeding, toilet, dressing and social skills.

Eye level (seated)

Forward / Side Reach | Age : 3-4 Years High (maximum) | 36˝ / 915 mm Low (minimum) | 20˝ / 510 mm

Counter height

600

Table height 300

0

REACH RANGE*

Chair height

1

2

3 AGE

4

* Caution: If improperly applied, reach ranges create unsafe situations. Electrical plugs, switches, fire alarm pulls, intercoms, etc. fascinate children. These devices must be kept away from curious hands. All such installations should be above 4’6”

5

Brand Identity Communication Principles / Page 078


Physical elements

These elements reflect the brand proposition by translating the key brand characteristics into the physical form Physical elements consist of the following Furniture: child sized and age appropriate; not fixed, therefore easy to rearrange Colours, materials and finishes: natural, easy to maintain surfaces and textures; dominated by neutral tones; use of base and deep colours for accents Lighting: mainly natural lighting and indirect lighting for general light

Brand Identity Communication Principles / Page 079


Furniture

Age appropriate, easy to rearrange furniture, which support various types of activities and interaction patterns (single to group).

Seating

Tables

Floor coverings

Play things

Following criteria will help you make the right choice • Safe to use • Texture rich • Soothing, coordinated colours • Uses natural materials • Soft and cosy where appropriate • Easy to clean • Stackable or can be hung • Fun and playful

Storage

Brand Identity Communication Principles / Page 080


Colours, materials and finishes

Colours and textures have great role in the cognitive development and overall behaviour. It helps create an assortment of stimulus rich, yet safe and soothing environments. The 2 key aspects for the selection of these elements are cognitive and functional

COGNITIVE

FUNCTIONAL

Colours: cool colours tend to have a calming

Durability: materials and finishes need to be

effect, and warm colours tend to create warmth

low on maintenance and rugged enough to

and excitement. Avoid colour schemed based

avoid frequent upkeep.

solely on either extreme.

Life cycle cost: frequent replacements disrupt

Finishes: home like finishes are crucial to ease

the overall flow of day to day routine. Take care

the adaptation process to a new place for

to select materials with long life cycle.

children. Finishes should emphasize natural

Safety: materials should be shatter resistant

materials as well as harmonious textures, colours, and shapes that enhance the tactile

and free from toxic components

senses.

Brand Identity Communication Principles / Page 081


Colours, materials and finishes: applying principles SAMPLE EXECUTIONS OF COLOUR Zone 1

Public COLOUR Avoid using strong colour schemes that can cause over-stimulated behavior. As a thumb rule, less colour is better than too much colour.

Pantone 1805 C Signal Red 0520

Pantone 489 C Pink Bib 8034

Pantone 391 C Open Range 7853

Pantone 7499 C Lemon Pie 7859

The main colour in a room should be neutral, with one wall in a deep accent colour. Pantone 1635 C Tropical Peach 8022

Avoid primary colours and complex patterns on the walls. Use warm (not bright) colours for the more active areas and cool colours for quiet zones. FLOOR FINISHES Use floor cladding like linoleum with shock absorbing underlay rather than stone or ceramic tiles. Avoid vinyl tiles. They gather dirt and moisture in joints.

Pantone 100 C Brazen Gold 7831

Zone 2

Transition

Interlocking rubber tiles are a good option as these are soft and durable. Limit carpet usage. They are hard to maintain and gather dust and allergens. Carpets can be used in quiet zones. Cover all wet areas with anti slip ceramic tiles. WALL AND CEILING FINISHES Use nontoxic paints, decorative finishes, natural materials cladding (wood, stone cladding, etc.). The ceiling should be finished with non-toxic paint. Use glazed ceramic or artificial composite tiles (e.g. Granamite, Marbonite) for wet areas. Do not use soft boards which use tack pins. White boards and magnet boards are safer. Mount these at a height of 900 mm or more.

Pantone 2985 C Pantone 7457 C Running stream 7408 Nautilus 7411

Pantone 100 C Pantone 7499 C Brazen Gold 7831 Lemon Pie 7859

Zone 3

Private Pantone 274 C Imperial Blue 7245

Pantone 633 C Mineral Blue X147

Mirrors should be safety glass, acrylic coated with mirror films or of reflective metal. TEXTURE Use soft textures for a relaxed feel in quiet areas. Hard textures are good in activity areas. Use various natural textures that act as stimulus for children.

Pantone 272 C Pantone 7444 C Pantone 2985 C Pantone 290 C Lilac glitter M705 Silver sky M108 Running stream 7408 Nautilus 7411 * Colours are asian paints shades. Marked in red are not exact match. Brand Identity Communication Principles / Page 082


Preschool zones

Zone 1

Public

Zone 2

Transition

Zone 3

Private

Access Road

Outdoor play area

Classrooms

Facade

Activity area

Meal areas

Reception

Toilets

Office

Brand Identity Communication Principles / Page 084


Site selection

The centre should preferably be on a secondary or tertiary road. Sites on the main arterial roads should be avoided to on account of issues of heavy traffic, vehicular congestion, pollution, etc. The site should be away from hazardous items like electrical installations (substations, transformers, open HT cables, etc.), garbage sites, public urinals, open drains, liquor stores, etc.

Residential locality

Secondary road Ample tree cover Corner plot for better visibility Tertiary road

Brand Identity Communication Principles / Page 085


Zone 1: access roads

Layout: ideally the access road should be in a residential area, at a junction of a secondary and tertiary road. Some open space around helps easy vehicle mano euvering. Scale: the road should be at least 10/15’ wide to ensure comfortable access for small school buses.

Secondary Road

Site

Corner plot with intersecting secondary or tertiary roads is ideal.

Avoid proximity to hazardous elements

Tertiary Road

The access road creates the ‘first impression’ for the centre. A well designed and well placed way finding signage and branding elements can engage prospective clients in a positive fashion.

Clear motorable tar road leading to the centre

Unkempt surroundings

Hygiene and safety: sweeping the immediate surrounding area twice a day Physical elements (road type): a motor worthy tar road is necessary. Any pavement around the centre should be paved and levelled.

Well defined, level pavement

Brand Identity Communication Principles / Page 086


Zone 1: access roads - communication elements - road signs

Create road signs as indicated. Road access sign should carry the visuals from the ongoing campaign or TVC to build on existing Kidzee associations parents or children may have.

Use Kidzee logo as large as possible on the sign. Use the logo with floating outline for maximum visibility and impact

Call: 093200 63100 Phone number and other content Font: Rockwell, leading: auto

Call: 093200 63100

Call: 093200 63100

Brand Identity Communication Principles / Page 087


Zone 1: access roads - communication elements - road signs do’s and don’ts

Do not use Kidzee logo without the floating outline this hinders visibility

Do not use comic sans for phone number and other content. Always use Rockwell.

Always use visuals from the ongoing campaign or TVC

Brand Identity Communication Principles / Page 088


Zone 1: facade

The façade consists of the boundary wall, entrance gate and building façade. The facade needs to create the sense of arrival and needs to look welcoming. Layout: the centre building to have clear open space from the boundary wall, with access gate to be on either sides. The open space (around 15’ and more) in front of the gate ensures better vehicle movement. Scale: the appearance and feel of the space should convey a ‘home away from home’ for the kids. Physical elements: have a solid masonry wall of 5’6” to 6’ height. The access gate should have 2 panels, one small (approx 3’ wide) 2) and one large (approx 6’ wide)

Blocked or opaque panel for the door shutters to avoid accidental entanglement for kids, and to stop stray animals from entering

Do not leave the gate unattended. Always keep door shutters locked.

In this case there are separate doors for vehicle entry and visitor entry, which is even more preferred.

Hygiene and safety: ensure there are no open drains along the boundary wall. If present, cover them with stone or concrete tiles. Gated site with access controlled by the security guard. Visitors are let in only after confirmation from the office and on entering details in the register and preparing the visitor pass. Furniture: small stool for security guard. Materials and finishes: do not use over-the-top or commercial looking finishes Maintenance: sweep area twice a day. Brand Identity Communication Principles / Page 089


Zone 1: facade - communication elements

Faรงade communication elements are outdoor signage and general branding.

Archway beam Archway column

Since the centres are adapted from existing premises (mostly residential), there can be a huge variation in the treatment of the faรงade. In order to avoid this, it is crucial to restrict the overall adaptation to the skinning level. This is semi permanent in nature and can be changed as per needs. This also ensures consistent execution across the centres. Rest of the building frontage remains untouched.

Runner panel

In order to create a sense of arrival and to define the entrance gate, the add-on flex archway is stretched over an MS frame and added to the entry gate. The boundary wall should have add-on runner panels on the top of the wall to provide clear visibility to branding elements. This also doubles up for an additional privacy screening

Archway column Runner panel

Archway beam Archway column Runner panel

Wall Gate Wall

Brand Identity Communication Principles / Page 090


Zone 1: facade - communication elements

All dimensions are in mm

Brand Identity Communication Principles / Page 091


Zone 1: facade - communication elements

All dimensions are in mm

Brand Identity Communication Principles / Page 092


Zone 1: facade - communication elements - compound wall

High of logo with safe space 2 feet Create faรงade Identity as indicated. Faรงade Identity of the compound wall should carry the Kidzee logo. The visuals should carry the star child, to focus on iLLUME. Use all colours as indicated

High of emblem with safe space 2 feet

Panel width 2 feet

Star child icons

Panel height 2 feet Panel height 2 feet

Brand Identity Communication Principles / Page 093


Zone 1: communication elements - play area wall

Pantone 1805 C Signal Red 0520

Pantone 489 C Pink Bib 8034

Pantone 1635 C Tropical Peach 8022

Brand Identity Communication Principles / Page 094


Zone 1: facade - communication elements - use of logo and emblem

Panel height 4 feet

Create faรงade Identity as indicated. The school building should carry one Kidzee logos and one emblem. Use all colours as indicated. Make sure to place both panels on a spot where it gets maximum visibility, and the view is not obstructed by trees or other buildings

Panel height 4 feet

Brand Identity Communication Principles / Page 095


Zone 1: reception

The first ‘critical pause’ where the guests starts engaging with the space and communication elements. The space needs to be warm, welcoming and stimulating.

Simple functional sofas with easy to maintain furnishing

Do not use fatboys or beanbags type of seating that is difficult to get out of.

Layout: area of 60-80 sqft receptions often double as waiting areas. It should seat 2-3 people. Avoid long, narrow spaces. Scale: room of standard size and shape with ceiling height of about 8’-9’. Physical elements: the area should have a magazine rack and display board. Try to have a water / beverage dispenser.

Have chairs for kids

Hygiene and safety: standard safety precautions of the kids centre since the visiting guests are often with kids. Furniture: have cushioned seating with cushioned backrest. Have a kid’s chair as well. Keep a low centre or corner table. Add standees and posters. Materials and finishes: use neutral wall tones. Use accent colours to highlight display boards and other communication elements. Furniture to be in deep colours with easy to clean material. Have slip covers that can cleaned separately.

Have water and beverage dispensers

Maintenance: Routine cleaning as needed.

Brand Identity Communication Principles / Page 096


Zone 1: reception - communication elements

This area is a curtain raiser for the centre and the activities within it. This should have a strong brand presence supported with silent sellers such as accreditations, accolades, posters on iLLUME, e-Kidzee, child centricity and thought leadership examples. Do display information about previous and upcoming events (school programs, birthday celebrations, road shows, press clippings, etc.) Also have images of the staff. Use photos (do not use passport style photos), names, function and a small personal introduction Also include notices for parents.

Brand Identity Communication Principles / Page 097


Create the Panel with Kidzee identity as indicated. Height of the panel should not exceed 2 feet. Always use the logo artwork with brand promise.

Height of the panel = height of the logo with safe space = 2 feet

Zone 1: reception - use of Kidzee identity

Safe space

Brand Identity Communication Principles / Page 098


Zone 1: office

This is the ‘first moment of truth’ for visiting parents, when they engage with counsellors to understand the Kidzee proposition. This activity needs to be supported through a warm ambience.

Place of pride for the branding

Assortment of toys

Layout: area of 80-100 sqft. near the reception and preferably with a good view of entrance and reception. If in a shared room, use full height acoustic partition. Should seat 2/3 guests. Scale: room of standard size and shape with ceiling height of about 8’-9’. Physical elements: have a magazine rack and display board, a 17”-19” monitor with speakers to show multimedia presentations and assorted toys and teaching aids.

Main table + side table + sttorage

Hygiene and safety: standard safety precautions of the kids centre since the visiting guests are often with kids. Furniture: table (1), medium back chair (1), side table (1), visitor’s chair (2), storage Materials and finishes: use neutral wall tones and accent colours to highlight display boards and other communication elements. Furniture to have deep colours with easy to clean furnishing. Have slip covers so they can be cleaned separately. Maintenance: Routine cleaning as needed. Brand Identity Communication Principles / Page 099


Zone 1: office - communication elements

This area is a show-and-tell for the centre and the activities within it. There should be a strong brand presence supported with silent sellers such as accreditations, accolades, etc. Detail demonstration posters for iLLUME, e-Kidzee. Some of the elements from the reception area should also appear here.

Brand Identity Communication Principles / Page 100


Zone 1: office identity

In the office space always use the Kidzee emblem as indicated. Use the two iLLUME posters for maximum impact and visibility.

Kidzee assessment

maximum size: 2 feet re-scale as per space requirement

Kidzee content Kidzee parents

Kidzee class

Kidzee activities

iLLUME Kidzee teachers

Natures unique learning styles

e-Kidzee

Kidzee illume kit

Eight

reasons you should chose

Artwork of the posters is provided as shown

maximum size: A0 re-scale posters as per space requirement

Brand Identity Communication Principles / Page 101


Zone 2: outdoor play area

The outdoor play area that offers a playful, stimulating and dynamic environment that helps in developing the cognitive and motor skill of a child by encouraging physical activities, role play and exposure to natural elements. Layout: area of about 400 sqft. with 50% of the area open to sky and the rest partially covered with sun and rain shading device. Should always be on the ground floor. If on the terrace, should be fenced with 6’ grills. Scale: any of the dimensions (length/width) to be not less than 12’ to avoid very narrow and congested feel. Physical elements: it should have 3 types of ground surfaces. 1. Green surfaces (natural grass, variety of low shrubs and small trees for play and exploration. 2. Resilient surfaces like hard floor covered with shock absorbing, anti-slip material like scrapper mat or rubber tiles. 3. Cover pathways with anti-slip paver blocks for walking, cycling etc. Hygiene and safety: No loose ropes, chains and cables to avoid risk of entanglement and choking. No play toys which obstruct view of kids when playing.

Furniture: a large, open ended play superstructure offering many activities should be provided. There should be elements such as playhouses, stages, and props to encourage dramatic play. Materials and finishes: majority of the play equipment to be made of UV stable plastic (high density polyethylene). Avoid fibre glass due to low impact resistance and possibility of exposure to the glass wool if cracked or chipped. Use powder coated or PVC dip-coated MS or SS should for the pipes. Large flat metal surfaces MUST NOT be used e.g. for slides. Wooden surfaces should be properly planed and coated with non-toxic weather coat to avoid splinter injuries

Slip free resilient ground covering

All plastics play equipment

All plastics play equipment

Maintenance: twice a day sweeping and cleaning schedule to be followed. Weekly maintenance checks and repairs for unintentional loosening, wear and tear due to friction, stress, weathering or rusting. Slides taller than 1200 mm Free standing climbers taller than 1500 mm Swings taller than 1500 mm Thorny or poisonous plants (Watch for local ones)

Brand Identity Communication Principles / Page 102


Zone 2: outdoor play area - equipments

Sand pit

Easy store large slide

Baby pool

Hop animal

Balancing board

Zig-zag

Trampoline

Little roadster

Please not that these images are not fully exhaustive list of all the items Brand Identity Communication Principles / Page 103


Zone 2: activity room

The activity room offers a diverse, stimulating environment to develop cognitive and socializing skills of a child. Layout: at least 250 - 300 sqft. Completely open layout with easy to rearrange clear area in the centre. Flexible layout to allow rearrangement of play toys. Scale: follow normal ratios for the rooms ranging between 1:2 to 1:1. Avoid odd shaped spaces. No dimensions (length/width) to be not less than 12’. This place needs to be child as well adult friendly. All functional elements like door locks, electrical sockets and switches, equipment controls, etc. should be mounted at standard adult heights. All storage, countertops, furniture for kids should be child sized Physical elements: the doors have offer visual access to the inside of the room. Keep locks at adult suited heights. Use curtains to control illumination levels. Roller or Roman curtains are preferred since they are easy to clean. Only marker boards or magnetic boards should be used and should be mounted 3’ from the floor. Shared resources like props, equipment can be kept here.

Hygiene and safety: have no blind spots in the room to ensure to complete visibility and monitoring. Have no sharp projecting structural corners or sharp edges for the furniture. Do not keep electrical socket below 1370 mm Furniture: all the furniture to be loose and easy to rearrange. Low height seating and tables to be used. All the storage to be maximmum 3’ height.

Storage and props Clear open space Room space Sample execution

Materials and finishes: walls to have plastic emulsion paint for easy cleaning of scribbles, adhesive marks, etc. Use soft, glare and flicker free lighting. Preferably use reflected or indirect light. Ensure no naked source is visible to eyes to avoid stress and fatigue. Maintenance: regular twice a day cleaning schedule should be followed.

example of variations using types of furniture and arrangements

Brand Identity Communication Principles / Page 104


Zone 3: classroom

The classrooms are the second ‘Moment of Truth’ for visiting parents and are the core area of the centre. These spaces nurture kids by giving diverse, stimulating and protected environment to learn in.

The doors should have visual access to the insides of the room with locks at adult height. Use roller or roman curtains to control light. Only use marker boards or magnetic boards mounted up to the 3’ from the floor.

Layout: area allocation of 8-10 sqft for each student. Ideally have 100 sqft for 10 students. Have no open layout with rearrangeable clear area in the centre. Flexible layout to allow rearrangement of play toys. Zone the classroom into 2 distinct area, active and quiet.

Hygiene and safety: have no blind spots in the room to ensure complete visibility and monitoring. Have no sharp projecting structural corners or sharp edges for the furniture. Do not keep electrical socket below 1370 mm

Scale: follow normal ratios for the rooms ranging between 1:2 to 1:1. Avoid odd shaped spaces. Any of the dimensions (length/width) to be not less than 12’. This place needs to be child as well adult friendly. All functional elements like door locks, electrical sockets and switches, equipment controls, etc. should be mounted at standard adult heights. All storage, countertops, furniture for kids should be child sized. Variety of EVA mats, cotton rugs can used as floor cover. Physical elements: create dedicated area for teaching key skills (refer to iLLUME kit for skill based activities). Have an open window to allow outside views.

Furniture: all the furniture to be easy to rearrange and to be maximum 3’ height. Use low tables, with seating arranged on the mat flooring. Have low height seating for attending staff. Use open type storage units with soft pull out storage bins. Keep variety of seating (throw rugs, beanbags, chairs) to create various settings. Materials and finishes: walls to have plastic emulsion paint for easy cleaning of scribbles, adhesive marks, etc. Avoid excessive use of carpets. In case of upholstered furniture, use slip covers. Use linoleum roll or wooden flooring with underlay to provide shock absorption. Maintenance: regular twice a day cleaning schedule should be followed. Brand Identity Communication Principles / Page 105


Zone 3: classroom - do’s and don’ts

ACTIVE

QUIET

High ceilings High light levels Resilient surface Deep accent colours Acoustical Reflective

Lower ceiling Lower light levels Soft surfaces Subdued colours Acoustical absorbent

Provide for the large windows and lots of natural light

Excessive use of carpet.

Shelving and storage at difficult to reach heights

example of variations using types of furniture and arrangements Solid, opaque doors

Brand Identity Communication Principles / Page 106


Zone 3: classroom - communication elements

Kidzee classrooms are cheerful places for the children to interact in. Use the wall graphics with star child. Posters that encourage good habits and hygiene should also be used.

Kidzee assessment

maximum size: A0 re-scale posters as per space requirement

Kidzee content Kidzee parents

Kidzee class

Kidzee activities

iLLUME Kidzee teachers

Natures unique learning styles

e-Kidzee

Kidzee illume kit

Eight

reasons you should chose

Artwork of the posters is provided

Pantone 633 C Mineral Blue X147

Pantone 2985 C Pantone 290 C Running stream 7408 Nautilus 7411

* Colours are asian paints shades. Marked in red are not exact match. Brand Identity Communication Principles / Page 107


Zone 3: toilets

Toilet training is one of the crucial milestones for a preschooler. The overall facilities should encourage independence in carrying out these functions. This creates a sensation of freedom for the kids. Layout: have a larger toilet so that a child and a caregiver can be accommodated comfortably. Have at least one child friendly toilet on each floor. Scale: follow normal aspects ratios for the toilets and avoid narrow elongated arrangement. All the fittings should be at a child friendly height. Refer to the page for ergonomics. Physical elements: provide an exhaust fan for good ventilation. Hygiene and safety: always service the toilet to keep it dry. Routine cleaning is absolutely must to ensure hygiene. Materials and finishes: use full wall dado with high glazed ceramic tiles. The floor should have anti slip bathroom floor tiles. Ceilings should be painted with oil paint. Maintenance: regular scheduled cleaning supported with ad-hoc attendance as per the needs.

Ref: Child Data - The Handbook for Child Measurements and Capabilities Data for Design Safety | Authors; Beverly Norris and John R. Wilson Brand Identity Communication Principles / Page 108


Zone 3: toilets - do’s and don’ts

Faucets with tap/flip mechanism

Faucets with turn mechanism since the handles are too big for kids to grab and rotate

Textured anti slip tiles

Narrow toilets with very little maneuvering space

Brand Identity Communication Principles / Page 109


Additional communication elements - signage

Indoor signage is to be used within the school premises. There are two kinds of indoor signage, door signage and staked directional signage. Artwork of all signage is provided as shown.

Directional signage Standalone signage

Standalone door signage

Directional signage

Brand Identity Communication Principles / Page 110


Additional communication elements - signage

Artwork of the posters is provided as shown

Font: Rockwell, size 100 points, leading: auto

Star child icon

20 cm

Pictograms to help children identify signs

64 cm

Brand Identity Communication Principles / Page 111


Additional communication elements - stacked signage

Artwork of the posters is provided as shown Font: Rockwell, size 100 points, leading: auto

Star child Icon

10 cm

Pictograms to help children identify signs

64 cm

Distance between two stacked signage is 5 cm

Brand Identity Communication Principles / Page 112


Additional communication elements - stacked signage

Stacked directional signage can be ceiling mounted or wall mounted. The distance between two stacked signage is 5 cm Artwork of all signagee is provided as shown

Brand Identity Communication Principles / Page 113


General lighting principles

Types of luminaires General: general pendent, ceiling lights, floor lamps, up-lighters, wall lights Task: table lamps, wall lamps Accent: theme lights

GENERAL LIGHTING

TASK LIGHTING

THEME LIGHTING

Brand Identity Communication Principles / Page 114


Process flow for set-up

The steps outlines below are the various stages of planning and execution involved to get a centre up and running.

Finalize centre requirements and space measurements Number of students, teachers and staff, classrooms, activity rooms and ancillary areas, etc.

Identify and zone areas and do feasibility check Make layout, allocate areas and check site dimension related constraints

Finalize design for spatial adaptation Do interior layout and identify necessary civil work

Finalize physical elements and do finishing Identifying furniture and locations, signage, materials and finishes

Execution Civil and interior decoration works, indenting and procuring the furniture

Brand Identity Communication Principles / Page 115


Activity sequence

The steps outlines below are the various stages of planning and execution involved to get a centre up and running.

OUTDOOR Get necessary permissions from relevant local bodies, for putting up signage.

ZONING Evaluate the flow of students, staff, visitors

Engage with local fabrication teams to make and install signage and branding Prepare the necessary green cover for the outdoor spaces

Divide the premises into ZONE 1, 2 and 3 Identify the right location for the way finding signage and branding.

INDOOR

FINISHING Finalize the wall finishes, colours, signage for the space Place the necessary communication material within the premises

Measure the rooms. Map floor plans on grid paper. Make cut-outs of furniture. Try layouts for rooms. Evaluate and finalize. Refer to part II of the guidelines Check available furniture and accessories. Identify what else is required and place order. Place furniture in spaces.

Brand Identity Communication Principles / Page 116


Layout exercise

Measure your rooms and map the dimensions on the grid paper to get the floor plans ready

Explore layout options by mapping the cut-outs on the floor plan drawn

4 EVA Mat Desk Small Semi circle

Toy Rack Big

Toy Rack Big

2

Pigeon Hole

Desk Small Semi circle Desk Small Trapezium

Wall mounted shelf Wall mounted shelf

1

Desk Small Rectangle

Desk Small Rectangle

EVA Mat

Art Corner felt board

Print out the base grid paper with 1 inch = 1 feet scale that can used for drawing the floor plan

Desk Small Trapezium Magnetic Board

Cut scaled furniture blocks from the sheet

3

EVA Mat

Desk Small Rectangle

Desk Small Trapezium

EVA Mat

Desk Small Rectangle

Desk Small Rectangle

Desk Small Trapezium

"

EVA Mat

Desk Small Rectangle

Desk Small Rectangle

Desk Small Trapezium

Desk Small Rectangle

Desk Small Trapezium

Desk Small Rectangle

Desk Small Trapezium

Desk Small Rectangle

Desk Small Trapezium

EVA Mat

Desk Small Rectangle

Desk Small Trapezium

Toy Rack Big

Toy Rack Big

Toy Rack Big

Toy Rack Big

Toy Rack Big

Toy Rack Big

Toy Rack Big

Toy Rack Big

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Desk Small Semi circle

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Wall mounted shelf

Pigeon Hole

Pigeon Hole

Pigeon Hole

Pigeon Hole

Pigeon Hole

Pigeon Hole

Brand Identity Communication Principles / Page 117


iLLUME kit references

Refer to the iLLUME kit to find resources and ideas for your preschool.

Brand Identity Communication Principles / Page 118


KIDZEE BRAND MANUAL KIDZEE | Brand identity manual | 2011 | Philips Design

Š 2011 KIDZEE All rights reserved All Guidelines and application designs created for these documents are proprietary and may not be duplicated, reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any other information or storage and retrieval system, without prior permission in writing from Kidzee.


Directions for using the color palette Zone 1

Public

Accent color Key color

Accent color

1

3 1

2

Fill color 1

2

3

1

Key color

1

3 1

2

Fill color 1

2

Transition

Zone 3

Private

Key color

2

Accent color Key color

Fill color

1

Key color 1

1

2

1

Fill color 1

2

2

Accent color

1

3

1

2

2 Zone 2

3

3

1

Key color

1

Fill color

1

1

1

3 2

1

Fill color 1

2

3

1

Fill color This is a main color in the color combination and should be used for almost 70-75% of the space. Generally should be used on the walls and ceiling.

Key color This color is used for highlighting a specific area / wall in the room & should be around 15-20% of the overall color usage. This should be used for the main wall of the room such as IWB wall etc.

Accent color These colors should be used to define to architectural elements in the room. Due to high saturation of the colors & should be used very sparingly (e.g. windows & door frames/ panels, wall sofits, ceiling cornice etc.) Brand Identity Communication Principles / Page 083

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