Brand book

BBRRAANNDD I IDDEENNTT I T Y G GUUIIDDEELLI INNEESS

This brand manual shows the guidelines of FabInida’s trends . It is necessary to stick to these rules during the process . The design scheme is made up of number of core elements and guiding principles that combine to create a distinctive look and feel that will be recognized as FabIndia.

This book will also assist you in designing and producing strong and dynamic communications with efficacy and flexibility .

TABLE OF CONTENTS VALUES & GUIDING PRINCIPLES OVERVIEW HISTORY LOGO COLOUR TYPOGRAPHY BASIC STATIONERY BRAND COLLATERALS

VALUES & GUIDING PRINCIPLES

"In addition to making profits, our aims are constant development of new

products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests." – John Bissell , Founder , Fabinida

To ensure that we delight our customers with our products and service, and always make them feel that they are getting great value for their money.

To design, make and sell products with intrinsic worth that comes from the original designs, knowledge, care and skill with which these are made.

To be true to our commitment and history as an ethical and trust-worthy brand promoting a stake-holder based community model of inclusive capitalism.

To constantly share our Vision with our employees, suppliers, business associates and customers, so that we collectively ensure that all our actions are in service of our Vision, Mission and Guiding Principles.

OVERVIEW

Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Over 55,000 craft based rural producers to modern urban markets, thereby creating a base for skilled, sustainable rural employment, and preserving India's traditional handicrafts in the process.Fabindia's Products are natural, craft based, contemporary, and affordable.

Fabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain employment.

We blend indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to today’s consumers.

Our endeavor is to provide customers with hand crafted products which help support and encourage good craftsmanship.

Our products are sourced from all over India. Fabindia works closely with artisans by providing various inputs including design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in our products, whether it is handwoven textiles, hand block printing, hand embroidery or handcrafting home products The major portion of Fabindia’s product range is textile based. Nontextile introductions to this range are Home Products (introduced in October 2000), Organic Food Products (introduced in July 2004) & Fabindia’s range of authentic Personal care products (introduced in March 2006).

The textile-based product range includes ready-to-wear garments and accessories for men, women, teenagers and children; bed, bath, table and kitchen linen; floor coverings, upholstery fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibers used.

The Home Products range carries furniture, lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items.

Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs.

Fabindia's range of authentic Personal care products includes soaps, shampoos, hair oils, pure oils, moisturizers, body scrubs, face packs, hair conditioners & special skin care products

HISTORY

1988

1992

WILLIAM BISSEL RETURNS TO INDIA After finishing college in Wesleyan University

WILLIAM joins Fabinida ;has business of RS 5 CR and four stores in GK, New Delhi

1960

1996

JOHN BISSEL Sets up fabindia in India selling home furnishing

Fabinida opens in Bangalore .

2013 Fabindia purchased a 40% stake in the Lucknow-based organic food and supplements company

2003 Fabindia opens its first store in a mall, in Spencer plaza Chennai.

2000

2004

Fabindia launches its range of home furniture.

Diversifies and launches range of Organic foods.

2009 Fabindia acquires 25 percent of the east .

2007 William launches a new plan to create 100,000 jobs in rural India

2010 Fabindia celebrates its 50th anniversary

2006 Fabindia launches Range of personal care products .

LOGO

BRAND LOGO

ABOUT THE LOGO Our logo is the most valuable element of our identity . Our logo is the key building block and the primary visual element that identifies us

LOGO TYPE Fabindia’s logo compromises of two elements , the logo Fabindia and the text below it “ CELEBRATE INDIA” .

80 Mm

C E L E B R AT E

I N D I A

55 mm

FONT : JUNCTION FONT SIZE : 11 pt FONT TRACKING : 450

Minimum size The logo must never be used in a smaller size than the size below for prints 70 mm

C E L E B R AT E 48 mm

I N D I A

LOGO CLEAR-SPACE

CLEAR-SPACE Whenever you use the Fabindia logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone , when using the logo allowing it to 'Breathe' gives it maximum impact

2.5x mm

0.5x

0.5x

1x

2x

1.8x

C E L E B R AT E

I N D I A

0.5x

LOCKUPS PRIMARY LOGO The primary logo should only be used on our products , store banners , large prints, and inside the store

MASTER BRAND LOCKUP Elements of the lockup are fixed and must not be re-proportioned , redrawn or modified

C E L E B R AT E

I N D I A

LOGO APPLICATION AREAS Many variables will determine how one uses the logo. It should also be seen clearly but does not need to be the focal point. Headlines, text, photography, and media platform all play a factor in how and where the logo will appear.

IMAGES Make sure when placing the logo on an image that the image has enough free space . If not, a transparent strip can be used to create a calmer background .

C E L E B R AT E

I N D I A

C E L E B R AT E

I N D I A

LOGO VARIATIONS

C E L E B R AT E

Primary logos

Fabinida organic range

Fabinida personal care range

I N D I A

INCORRECT LOGO USAGE

Don't pick your own colors

Don't skew or shear

Don't outline the logo

Don't add any effects

C E L E B R A T E C E L E B R AT E

Don't rotate

Don't use gradients

I N D I A

I N D I A

Don't change the spacing

Don't change the font

Don't make your own logo

Don't place on cluttered background Images

Don't crop the logo

Don't add graphics or special effects

COLOURS

FABINDIA COLOURS

COLOUR PALLET

C M Y K

32% 90% 75% 37%

R 124 G 42 B 47

#7C2A3F

C M Y K

4% 11% 29% O%

R 244 G 233 B 185

#F4DFB9

C M Y K

66% 40% 81% 26%

R 85 G 100 B 68

#556A44

C M Y K

31% 40% 72% 5%

R 175 G 143 B 93

#AF8F5D

C M Y K

O% O% O% 100%

R 35 G 31 B 32

#231F20

R 255 G 255 B 255

#FFFFFF

C M Y K

O% O% O% O%

TYPOGRAPHY

TYPOGRAPHY Typography is an important part of our brand identity . The typographic usage on the following pages should at all times . The fonts used within Fabindia are based on the modern and the traditional appearance . Letter Gothic Std and Junction are the chosen fonts

LETTER GOTHIC STD Letter Gothic Std embodies Fabindia's modern appearance , the thin lines create a simplistic look and feel

HEADING

Aa

A J S b k t 3

B K T c l u 4

C L U d m v 5

D M V e n w 6

E N W f o x 7

F O X g p y 8

G P Y h q z 9

H Q Z i r 1 0

I R a j s 2

JUNCTION The font Junction consists of round and geometric shapes , bold and authentic Junction represents the passion of fabindia

BODY TEXT AND SUB-HEADER

Aa

Aa

ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghijk lmnopqrstuvwx yz1234567890

ABCDEFGHIJKL MNOPQRSTUVW XYZabcdefghij klmnopqrstuvw xyz1234567890

BASIC STATIONERY

STATIONERY

BUSINESS CARD

3.5in

2in C E L E B R AT E

I N D I A

N A M E D E S I G N AT I O N

W W W . F A B I N D I A . C O M B R A N C H B R A N C H

A D D R E S S T E L E P H O N E

FONT : JUNCTION FONT SIZE :6 pt

LETTER HEAD AND ENVELOPE 8.66 in

C E L E B R AT E

I N D I A

4.33 in

B R A N C H B R A N C H

A D D R E S S T E L E P H O N E

FONT : JUNCTION FONT SIZE :8 pt

C E L E B R AT E

I N D I A

A4

FONT : JUNCTION FONT SIZE :8 pt

B R A N C H A D D R E S S B R A N C H T E L E P H O N E

BRAND COLLATERALS

PRICE-TAG 2.5in

SIZE : (SIZE) 4 in

COLOUR : (COLOUR) PRICE MRP : Rs .

FONT : LETTER GOTHIC STD FONT SIZE : 11 pt

PENCIL 1.5cm

BAG 8.27 in

2 in

11.69 in

C E L E B R AT E

I N D I A