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Institute of Business Administration Karachi Leadership and Ideas for Tomorrow

Brand Manual


Visual Identity Guidelines

Version 1.0


Release Notes

This document, released in February 2012 is designed to be a tool in the visual implementation of the IBA brand to ensure synonymous brand representation across a variety of executions and elements. It is necessary that this document be implemented as a whole and not as a partial guideline. This is Volume One, which includes guidelines for the following brand elements: n n n

The Font, Logo & Brandmark Applications of the Brandmark Signage Applications

Together, these three cover areas such as: n n n n n

Visiting Cards Letterheads & Envelopes Identification Cards Stickers Exterior and Interior Signage

For ease of understanding, all instructional elements, indications, measurements, etc. have been given this blue colour to ensure that they are not mistaken to be part of brand elements in any way.

This visual identity guideline has been prepared by Argus Advertising (Pvt) Ltd.

Release Notes

Queries may be directed to: Erum Hafeez Manager Public Affiars & Communication, IBA, Karachi.


Part I The Font, Logo & Brandmark


The Font

The font used in the logo, and in the majority of communication material is Helvetica, the variants of which are shown below.

Helvetica Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 Helvetica Bold

The Font, Logo & Brandmark

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890


The Font

The font used in the logo, and in the majority of communication material is Helvetica, the variants of which are shown below.

Helvetica Light

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 Helvetica Condensed Bold

The Font, Logo & Brandmark

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890


The IBA Logo & Brandmark

The Visual Identifier

The Written Identifier

The IBA logo consists of two key elements.

The Font, Logo & Brandmark

Font

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica


The IBA Logo & Brandmark

Slogan

Together with the slogan, the logo becomes the brandmark.

The Font, Logo & Brandmark

Font (logo) Font (slogan)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic


The IBA Logo & Brandmark

The relative sizes of elements and their placing relative to each other must be strictly observed.

The height of the letters of the Written Identifier is the same as the height of the letters IBA

The width of the slogan is from the beginning of the visual identifier till the “d� of administration

19.44mm The height of the upper portion is 39% of the total height

50mm

The Visual Identifier is NOT A SQUARE. The width is 97.5% of the height so that when the height is 50mm, the width is 48.75mm

29mm The height of the lower portion is 58% of the total height

Font (logo) Font (slogan)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic

The Font, Logo & Brandmark

48.75mm


Logo: Correct & Incorrect Usage

The fonts must never be stretched nor the dimensions of the visual identifier be changed in any way.

The Font, Logo & Brandmark


Using the Correct IBA Color

The IBA colours are created using the following computations: IF USING THE FOUR COLOR CMYK SYSTEM CYAN 50 MAGENTA 100 YELLOW 0 BLACK 0 IF USING THE THREE COLOR RGB SYSTEM RED 128 GREEN 0 BLUE 0 IF USING THE WEB HTML COLOR SYSTEM #800000 IF USING THE FOUR COLOR CMYK SYSTEM CYAN 0 MAGENTA 0 YELLOW 0 BLACK 100 IF USING THE THREE COLOR RGB SYSTEM RED 0 GREEN 0 BLUE 0 IF USING THE WEB HTML COLOR SYSTEM #000000 IF USING THE FOUR COLOR CMYK SYSTEM CYAN 0 MAGENTA 0 YELLOW 0 BLACK 0

IF USING THE WEB HTML COLOR SYSTEM #FFFFF

The Font, Logo & Brandmark

IF USING THE THREE COLOR RGB SYSTEM RED 255 GREEN 255 BLUE 255


Part II Applications of the Logo & Brandmark


Visiting Cards

The relative sizes of elements and their placing relative to each other must be strictly observed.

36.7mm Width of logo

76.2mm (3 inches) Card width

5mm open space

50.8mm (2 inches) Card height Helvetica Neue Bold 10pt Helvetica Neue 6pt

Helvetica Neue 6pt

5mm open space

Helvetica Neue 5pt

Applications of the Logo & Brandmark

Font (logo) Font (slogan) Font (name) Font (other information)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue Bold Helvetica Neue


Letterhead 10mm open space

10mm open space

Font (logo) Font (slogan) Font (Address)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue

Applications of the Logo & Brandmark

Address to be in Helvetica, 9pt, width condensed to 80%


Envelope

Address to be 7pt size

10mm open space

10mm open space

Font (logo) Font (slogan) Font (Campus Name) Font (Address)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue Bold Helvetica Neue

Applications of the Logo & Brandmark

10mm open space


Student ID Card 5mm open space

4.5cm width of logo

5mm open space

Student Identification Card

6cm height of card

Name Father’s Name Class Date of Admission

Program Officer

Student’s Signature

9cm width of card

ID Card Number CNIC Number Residence Address

Tel. (Res.) Cell Card Issued On Valid Until

Font (logo) Font (slogan) Font (Front of Card) Font (Back of Card)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue, 7pt Helvetica Neue, 7pt

Applications of the Logo & Brandmark

Note: In case of loss, report to Admin/Program Office Main Campus: 111 422 422 City Campus: 111 677 677


Employee ID Card 5mm open space

4.5cm width of logo

5mm open space

Employee Identification Card

6cm height of card

Name Designation Date of Appointment

Employee’s Signature

Registrar

9cm width of card

Sr. Number CNIC Number Residence Address

Tel. (Res.) Cell Card Issued On Valid Until

Font (logo) Font (slogan) Font (Front of Card) Font (Back of Card)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue Bold Helvetica Neue

Applications of the Logo & Brandmark

Note: In case of loss, report to Admin/Program Office Main Campus: 111 422 422 City Campus: 111 677 677 If found, please return to IBA Main Campus, University Road, Karachi.


Library Card 5mm open space

4.5cm width of logo

5mm open space

Library Card

6cm height of card

Name Reg. Number Class Expiry

Librarian

Student

9cm width of card

Applications of the Logo & Brandmark

Font (logo) Font (slogan) Font (Front of Card) Font (Back of Card)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue Bold Helvetica Neue


Motorcycle Barrier Pass 5mm open space

4.5cm width of logo

5mm open space

Motorcycle Barrier Pass

6cm height of card

Name Personnel Number Status

ST

F

S

Motorcycle Reg Number Issued on

Valid till

Issuing Authority

9cm width of card

SECURITY DEPARTMENT In case of loss, report to the security office of IBA immediately. If found, please return to IBA Main Campus, Karachi.

Font (logo) Font (slogan) Font (Front of Card) Font (Back of Card)

C50 M100 Y100 K00 C00 M00 Y00 K100 Helvetica Optima Italic Helvetica Neue Bold Helvetica Neue

Applications of the Logo & Brandmark

This card is non-transferable and is issued only for motorcycle parking purpose in the premises of IBA.


Car Parking Stickers

PARKING 2 011-2 012 Vehicle Reg. Make

Font (logo) Font (slogan) Font (Parking & Date)

Helvetica Optima Italic Helvetica Neue Bold

Applications of the Logo & Brandmark

C50 M100 Y100 K00 C00 M00 Y00 K100 C00 M00 Y00 K70


Vehicle Branding

Font (logo) Font (slogan) Font (Parking & Date)

Helvetica Optima Italic Helvetica Neue Bold

Applications of the Logo & Brandmark

C50 M100 Y100 K00 C00 M00 Y00 K100


Part III Signage Applications


Interior Signage: Door Signs General specifications

The door signs are designed to be produced on acrylic sheets of 4mm or 8mm thickness, fastened to the door or wall surface using high intensity double sided adhesive tape. Printed vinyl or plotter cut vinyl is recommended for production.

Open space 0.7”

4” Height of Sign

Dr. Nasir Afghan

Height of letter should be 0.6”

Helvetica Neue Bold 60pt

Program Director & Member of Faculty

Height of letter should be 0.3”

Helvetica Neue Light 34pt

Open space 0.5”

9” Width of sign

Open space 0.5”

Helvetica Neue Bold 60pt

31 Open space 0.5”

This text must be aligned 0.5” from the bottom edge even if it is a single line.

For sign variances, please see following pages.

Font (name) Font (number) Font (other information)

Helvetica Neue Bold Helvetica Neue Bold Helvetica Neue Light

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K70


Interior Signage: Door Signs For Members of Faculty with an Administrative Resposibility

The sign will carry the name, room number and designation. Administrative designation will always precede faculty designation.

Dr. Nasir Afghan Program Director & Member of Faculty

Font (name) Font (number) Font (other information)

Helvetica Neue Bold Helvetica Neue Bold Helvetica Neue Light

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K70

31


Interior Signage: Door Signs For Members of Faculty

The sign will carry the name, room number and designation.

Dr. Huma Baqai Member of Faculty

Font (name) Font (number) Font (other information)

Helvetica Neue Bold Helvetica Neue Bold Helvetica Neue Light

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K70

31


Interior Signage: Door Signs For Adminstrative Positions

For senior members of the administration, the sign will carry the name, designation and room number.

Erum Hafeez Manager Communications

31

For junior members of the administration, the sign will carry the designation and room number.

Manager Communications 31

Font (name) Font (number) Font (other information)

Helvetica Neue Bold Helvetica Neue Bold Helvetica Neue Light

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K70


Interior Signage: Door Signs For Departments

For departments, the sign will carry the name of the department. The name of the department will always be followed by the word “Department�.

Finance Department 31

Font (name) Font (number)

Helvetica Neue Bold Helvetica Neue Bold

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00


Interior Signage: Door Signs For Educational or Other Units

For rooms housing functions other than administrative departments, the sign will carry the name of the room or function.

Photocopying 31 Library 31

Font (name) Font (number)

Helvetica Neue Bold Helvetica Neue Bold

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00


Exterior Signage: Identification Sign

The sign is designed to be executed in a width:height ratio of 2:1 Material recommendation: Painted Stainless Steel or Fibreglass

Height of sign should be half the length of the sign.

Height of the logo should be exactly half the height of the sign.

The logo should be horizontally centered on the sign once the height ratio has been applied.

Length of the sign should be proportional to its location, as long as the 2:1 ratio mentioned above is maintained.

Font (logo) Font (slogan)

Helvetica Optima Italic

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K100


Exterior Signage: Campus Identification

The sign is designed to be executed in a width:height ratio of 2:1 Material recommendation: Painted Stainless Steel or Fibreglass

Height of sign should be half the length of the sign.

Main Campus

An open space equal to 5% of the width of the sign must be maintained on all four edges.

The width of the logo should be 70% of the total width of the sign.

Length of the sign should be proportional to its location, as long as the 2:1 ratio mentioned above is maintained. An open space equal to 5% of the width of the sign must be maintained on all four edges.

Font (Campus) Font (logo) Font (slogan)

Helvetica Neue Bold Helvetica Optima Italic

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00 C00 M00 Y00 K70 C00 M00 Y00 K100


Exterior Signage: Information

The sign is designed to be executed in a width:height ratio of 4:1 Material recommendation: Painted Stainless Steel or Fibreglass

The font size should be maintained such that the height of each letter is exactly 25% of the height of the sign.

Height of the sign should be 25% of the length of the sign. An open space equal to 5% of the width of the sign must be maintained on the top and left edge. Length of the sign should be proportional to its location, as long as the 2:1 ratio mentioned above is maintained. An open space equal to 5% of the width of the sign must be maintained on the top and left edge.

Font (Information)

Helvetica Neue Bold

Signage Applications

C00 M00 Y00 K10 C50 M100 Y100 K00


Part IV Communication Material Guidelines Since there are no established guidelines for layouts at IBA, the following pages are to provide general guidelines on producing print advertising and materials for IBA. In addition to the guidelines for logo placements and branding strip, efforts must be made to ensure usage of the IBA family fonts (Helvetica).


Communication: Posters The IBA logo and brandmark must be placed on one of the four corners of a poster, never in the central space. The size of the logo should be such that it is clearly legible from a distance of 4 feet.

Communication Material Guidelines

Whereever possible, posters should be vertical, not horizontal.


Communication: Print Advertisements

In press advertisements, the IBA logo and brandmark should appear at the bottom of the ad, in either the left hand corner or the right hand corner. Other placements should be avoided, as far as possible.

In print advertisements, the logo should be accompanied by the branding strip. The branding strip is a solid colour band in the IBA brand colour, with the URL of the institute placed directly under the logo, aligned to the left. In a quarter page ad, the height of the strip should be 5mm.

Communication Material Guidelines


Communication: Press Advertisement Workshops

Font (Information)

Helvetica Neue Bold Helvetica Neue

Communication Material Guidelines

For advertisements about workshops, the above sample should be used as a basic guideline. Ideally, the text should be divided into the segments of Overview, Benefits, Participants Profile, Topics Covered and finally, For Registration. Text should be as concise as possible and the placement of the IBA and CEE logos should be strictly observed.


Communication: Press Advertisement Human Resource

For advertisements about vacancies, the above sample should be used as a basic guideline. The descriptive space can be used as seen fit, however it is adviseable that the black caption strip be used to clearly identify the position being advertised.

Font (Information)

Helvetica Neue Bold Helvetica Neue

Communication Material Guidelines

The first line should identify whether the position is full time or part time, while the second line can identify which discipline the position belongs to.


Communication: Press Advertisement Tender & Prequalification

Font (Information)

Helvetica Neue Bold Helvetica Neue

Communication Material Guidelines

For advertisements about tenders or prequalifications, the above sample should be used as a basic guideline. The grey descriptor panel must be used to clearly identify whether the advertisement is for a Tender or a Prequalification (first line) as well as the generalized subject area (second line).


Communication: Outdoor Advertising

Most billboards in Pakistan are sized in a width:height ratio of 3:1 This guideline has been developed using that sizing and the placement of the logo and the branding strip (with the IBA URL) must be followed exactly.

The height of the branding strip should be exactly 10% of the height of the billboard, in case of a 3:1 sized billboard. The lettering within the branding strip can be proportionally sized.

Commonly found 3:1 billboard sizes:

Communication Material Guidelines

90 ft x 30 ft 60 ft x 20 ft 45 ft x 15 ft


Communication: Presentation Template 1440px by 900px

The font suggested for use in presentations is Arial, which is commonly available on Windows based PCs and is visually similar to Helvetica, which is the brand font.

Placement of Title Placement of Body Text

Communication Material Guidelines


Institute of Business Administration Karachi Leadership and Ideas for Tomorrow

Main Campus Tel: (021) 38104700 Fax: (021) 38102008 City Campus Tel: (021) 38104701 Fax: (021) 38103008 UAN: 111-422-422 www.iba.edu.pk www.facebook.com/ibakarachicity twitter.com/ibakarachi


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