Welcome to the "Vividtha” Brand Book. This guide serves as the blueprint for our campaign, outlining the visual identity, messaging, and core values that drive our mission to promote body functionality and embodiment among Indian adolescents. “Vividtha” symbolizes the beauty of diversity, combining traditional and modern elements to create a vibrant, inclusive narrative. Our brand is built on the foundation of celebrating differences, fostering self-acceptance, and shifting the focus from appearance to the functionality of the body. This book will guide you through the design principles, typography, color palettes, and creative strategies that bring our vision to life, ensuring consistency and impact across all touchpoints.
Our mission is to empower adolescents in India to embrace and appreciate their bodies for what it can do rather than how it looks. We aim to shift the focus from physical appearance to body functionality, helping young people develop a deeper connect with their bodies.
Mission vision
Through storytelling, educational initiatives, and collaborations with arts, culture, and sports organizations, we strive to create a supportive environment where diversity is celebrated. We seek to foster self-acceptance, enhance mental well-being, and inspire a generation to value their bodies for their strength, agility, and potential.
We envision a future where every adolescent in India feels empowered and confident in their unique body, recognizing its true value through embodiment and purpose rather than mere appearance. Our goal is to cultivate a society that appreciates and celebrates the diversity of bodies in all shapes, sizes, and abilities. We aim to transform societal perceptions, encouraging a functional and embodied approach to body image that promotes inclusivity, mental well-being, and a healthier self-concept. By shifting the focus to what our bodies can achieve, we aspire to build a more accepting and supportive community for future generations.
Mood Board
This vibrant mood board captures the essence of Indian culture, blending the powerful symbolism of goddesses with the rich hues of turmeric, the lively spirit of Indian snacks, and the intricate beauty of body art.
The theme of diversity shines through in the eclectic mix of traditional and modern elements, reflecting the core ideals of “Vividtha”, a celebration of unity through diversity. The color palette and imagery evoke a sense of warmth, creativity, and inclusivity, making it a perfect representation of the dynamic and multifaceted nature of Indian identity.
This campaign’s typography beautifully blends tradition with modernity, embodying the vibrant and diverse essence of Indian culture. Fit Devanagari Variable commands attention for headings, infusing the campaign with the bold energy of Indian goddesses. Anybody Bold and Anybody Regular create a clean, contemporary structure for subheadings and body text. The Anybody font, as its name suggests, is “a font for everybody,” symbolizing inclusivity and diversity—key themes of the campaign. Its flexibility to adapt to various contexts highlights the campaign’s functionality.
Headings
Fit Devanagri (Variable-Width 600)
Subtitles
Anybody (Bold)
Comic DesCrptions
CCMeanwhile (Italic)
Comic Speech
CCMeanwhile (Regular)
Body Copy
Anybody (Regular)
CC Meanwhile in italic and regular forms adds a playful, approachable tone to the comics, enhancing the storytelling with a conversational feel. This typographic blend reflects the campaign’s mission to unite traditional elements with a fresh, inclusive, and functional perspective.
COLOUR PALETTE
Haathi (Elephant) Grey
The Elephants have been a large part of our colour and representation of mightiness. Adding a touch to the palette of simple greatness.
Primary Colour 2
Popati (Parrot) Blue
the colour inspired from the Indian rose-ringed parakeet. A beautiful rare species of parrot found in India, known for their communication abilities
Secondary Colour
Takatak Pink
TakaTak Masala Crisps is a kind of favorite Indian snack eaten and loved widely across India and its signature pink inspires this colour.
Primary Colour 1
Khaadi Safed (White)
Khaadi is a hand wooven cloth made with usually cotton and plays a large role in the history and culture of india as a symbol of peace, embodiment and craft
Primary Colour 3
Yellow
Boondi is an Indian snack made from fried chickpea flour which is widely loved by children known for being used in various festivities in India.
Accent Colour
Boondi
Gradients
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Logo Inspiration
The word vivid in the logo captures the essence of celebrating body and embodiment in a lively and impactful way. It reflects the campaign’s aim to bring to life the stories of overcoming body image issues by focusing on body functionality over appearance. “Vivid” symbolizes the bright, engaging, and diverse perspectives the campaign seeks to highlight, making these important messages clear and memorable for young audiences.
Vivid विविधता
The logo creatively combines English and Devanagari script, blending the words to symbolize the campaign’s core message. Use of Devanagari script not only reflects the rich cultural heritage of India but also underscores the campaign’s focus on diversity and inclusivity. Vividhata means diversity. It is the celebration of different identities, cultures, and experiences, with focus on beauty of variety and inclusion.
The “i” in this logo is designed to represent two different people, representing the diversity at the heart of the campaign. This distinct visual element emphasizes inclusivity, highlighting that people of all shapes, sizes, and backgrounds are embraced within the campaign’s vision and mission of embodiment. It’s a subtle yet impactful reminder that diversity is not just acknowledged but celebrated in every form.
The Logo
By using “vivid,” the campaign emphasizes the importance of bringing these stories and issues to life in a way that is engaging, relatable, and impactful for young audiences.
The V and the D shouldering the I is a concious design decision in order to keep the continuation going from devanagri, but also highlighting the mission statement of “Vivid” and “Diverse” with the “i” which is us, right in the middle of it all.
Designed as two people of different heights, symbolizing diversity. This visual choice emphasizes inclusivity, showing that people of all shapes, sizes, and backgrounds are embraced in the campaign’s vision. A simple design with great meaning.
This fusion of scripts highlights the vision to bridge tradition with modernity, making the message of embodiment and functionality resonate across different cultural landscapes in India. Also giving focus to the word “Vivid”, more clearly.
ClearSpace guides
In this case of the logo, the x- height is taken as the diameter of the dot in “i”. According to this, the logo can be placed in a given environment. where in
Usage Guidelines
The logo must not be more than one colour.
The logo must not be compressed to fit anywhere
The logo must not slant or be rotated
The logo must not be condensed to fit anywhere
The logo must not change Font
The logo must not change script
The logo must not change any opacity
The logo must not be put on top of a busy background
Vividtha
Business Cards to be used by employees
(Andrew, 2021)
The Billboard Marketting
(Andrew, 2024)
Stickers to be distributed as SWAG during the workshop
Vividtha
(Andrew, 2024)
Reference List
• Andrew (2021) Free business cards mockup - Mockups Design. Available at: https://mockups-design.com/free-business-cards-mockup/ (Accessed: 17 August 2024).
• Andrew (2024) Billboard screen mockup - Mockups Design. Available at: https://mockups-design.com/billboard-screen-mockup/ (Accessed: 19 August 2024).
• Andrew (2024) Free round sticker mockup - Mockups Design. Available at: https://mockups-design.com/free-round-sticker-mockup/ (Accessed: 17 August 2024).
