The Clay Factory Brand Manual

- ©TheClayFactoryGoa 2020 -

BRAND MANUAL Standard & Guidelines

Brand Manual designed by ŠNaomi Kaley

Content Brand Manual

1

About the company

3

Tone and Keywords

4

IDENTITY The Symbol

5

Symbol Grid

6

Symbol Sizes

7

COLOR & TYPOGRAPHY Use of Color

8

Typography

9

Logo Misuseage

10

STATIONARY Branding Stationary

11

Quarter size newspaper Ad

17

Newspaper Pamphlet

18

Social Media

20

Product Catalogue

23

Packaging Labels

26

A brand that could revive the tradition for the contemporary.

Brand Manual A brand manual or a brand guide is the visual representation of the document that describes what your brand conveys. The document is an instruction booklet to be used by the company on how ,where and when the corporate identity should be used. It’s important to keep the brand’s language consistent which is crucial to the growth and success of a brand.

Page 1 | Brand Manual

About the Company ‘The Clay Factory’ is the sister unit/establishment of Kumbhar Pottery Studio firm, which started its work in 1989 situated at Industrial Estate, Bicholim Goa. One of the main intention of this pottery studio was to bring a new awareness in pottery crafts and looking after the development and marketing side for the same.

Since teracotta or ertherware is the oldest factory known to mankind it is so so close to nature, the development of such business is very vital in present modern era. This studio has worked with same traditions for generations giving a flavor of modern and contemporary style.

As Kumbhar Pottery Studio has catereted to local customers within the states, as well as very few customers outside of Goa as well as international customers. The studio has developed expertise in the manufacturing of pots, planters, decorative aritefacts, mementos, sculptures and murals etc in various media like teracotta, plaster of paris, cement, fiberglass, brass, etc.

The idea of establishing a new sister company/firm came up with its operation totally independant of Kumbhar Pottery Studio. Thus, the birth of The Clay Factory took place.

Page 3 | Brand Manual

Contemporary Style and influence?

Organic

Personal expression

Goan

IDENTITY KEYWORDS Rawness

Cuts and impressions

- what do customers look for?

- showing the artisans craftmanship + pride?

Vintage Textured

Traditional

Mother Nature

Modern Earthy

Tone and Keywords The franchise would be a brand that is socially conscious and is rooted in the values of mother nature. The language should speak of harmony and balance as well as give an organic feel. Hence it should also promote the products and make people aware of the values and traditions and the experiences that come with it.

It should give away an idea to the consumers straight to the artisans’s life and establish a connnection and a bond through the products.

Bringing in a traditional feel for the contemporary market.

Hence the design elements should be empathetic in nature to be able to form a relationship with the brand and the customer. Also it is a vital part of the marketing and branding that the identity should speak the same visual language.

Page 4 | Brand Manual

The Symbol Pottery is a messy process, the rough imperfect textures have key roles in manifesting a unique visual identity for The Clay Factory. These textures, patterns and impressions made using dry brushes are identifiable through the design and compositions created on the pots made by Kumbhar Pottery.

Texture in clay maybe be observed of two sorts : one, the texture which is actually a rougness and the other a visual impression of texture which results from broken color, spots, specks or splotches.

These texture gives away the rawness of their products after firing, or the flooring of the studio after the clay is dried up before getting into the process of clay kneading, textures formed after the paint dries up on the pots including dry brush strokes. The identity brings in the essence of the natural and roughness of the soft clay dough for pottery.

Page 5 | Brand Manual

10 9 8 7 6 5 4 3 2 1 0 1

2

3

4

5

6

7

Symbol grid The logo should be reproduced photographically whenever possible. However, this grid must be follwowed in case if the logo is to be used onto a bigger surface or application. The logo maybe reproduced using this grid grawing as an accurate guide. To achieve the best reproduction, care should be taken to maintain the correct proportion, brush strokes, brush style and brush type for the logo. The grid dimensions are 12.5mm x 12.5 mm.

Page 6 | Brand Manual

8

9

10

11

12

1cm

Symbol sizes The logo has been designed to reproduce at a minimum height of 1 cm. Reductions and enlargements will atler the type and character of the typography as well as the design.

The size should be reproduced only when needed to the context but proproportionally.

Page 7 | Brand Manual

C: 51 M: 74 Y: 79 K: 74

C: 0 M: 0 Y: 0 K: 0

C: 75 M: 68 Y: 67 K: 90

R: 54 G: 27 B: 15

R: 255 G: 255 B: 255

R: 0 G: 0 B: 0

R: 0 G: 0 B: 0

#371a0f

#ffffff

#000000

#d3b494

Brown symbol on white background

Black symbol on white background

Brown symbol on texured paper collateral

C: 18 M: 28 Y: 43 K: 0

Brown symbol on light brown background

Use of Color The examples of color swatches shown above illustrate acceptable uses of The Clay Factory logo in various situations.

The darker brown swatch for the logo is based on earthy and organic color scheme. Clay maybe be defined as an earthy mineral substance which makes up the the surface of the plante. Hence the brown color which comes out naturally after firing which gives away the organic/ earthiness.

The brown shade is to be used on a white background and on the brown color textured paper collateral as the textured paper collaterals will to be used mainly for printing as this texture brings out the rawness of the brand.

The light brown background : This is an exception and needs to be used specifically for the packaging tape / labels as the textured paper wouldn’t be acceptable for printing as it will dilute the effectiveness and impact of the paper collateral and the paper will merge in with the box color, hence the design may not stand out.

White background : Against a white background the logo maybe shown in dark brown and black color.

Page 8 | Brand Manual

GT America Mono ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 Typeface to be used only for the logo

Typeface to be used for the stationary

Ogg Roman

Open Sans Regular/Italic

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

1234567890

1234567890

Typeface to be used for the stationary

Typeface used in this document

Typography The Clay Factory logotype has been set in Levi Brush regular.

This logotype must be used without any alteration done to the type and its weight or neither should be replaced with any other type. Levi Brush is a script, brush font designed

by Levi Szekeres. The typeface was chosen to match the textured and dry brush strokes of the logo. It is to be used only as the logotype for The Clay Factory.

GT America Mono : GT America Mono is the monospaced member of the GT America family, designed by NoĂŤl Leu and Seb McLauchlan.

It is to be used as the information for the entire branding set

of stationary eg. the back side of the business card, information part of the envelope and letterhead. For further guidance of the use of this typeface in various applications is contained on the stationary section page of this manual.

Ogg Roman : Ogg is a calligraphic serif typeface designed by Lucas Sharp.

To be used specifically on the quarter page newspaper advertisements and the product catalogue information.

Page 9 | Brand Manual

1.

3.

2.

5.

4.

7.

6.

8.

9.

Logo misuseage The logo must not be altered or distorted in any way. The effectiveness of the logo depends on consistently correct useage as outlned in this manual. The logo cannot be either squished, vectorized, modified and misued in anyway.

The examples shown abve illustrate some incorrect uses of the logo : 1. Logo must never be broken by a superimposed pattern.

2. Logo must never be compressed.

3. Logo must never be photographically distorted in anyway.

4. The logo must never be placed within another outline shape such as a box.

5. The logo must never be shown on a vertical axis. It has been designed to rest on its horizontal baseline.

6. Do not overlay text on the logo.

7. Do not crop the logo while placing it on any surface, stationary or application.

8. The logo must never be reduced in opacity.

9. The color of the cannot be changed.

Page 10 | Brand Manual

0.6227 in 0.95 cm 0.19 in

2.77 cm

Front side

Back side

0.19 in

Stationary - Business Card The Clay Factory stationary set are standard sizes. The illustration above shows the standard sizes and spacing to be used for the busniess card. The size of the business card is 3.5� x 2�. The typeface used on the front side of the card for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed in the centred leaving about 2.77 cm from both the sides and from the top and bottom leaving about 0.95cm.

the client and the rest of the details to be set in GT America Mono Bold Regular at 6.5 pt. The line thickness between contact details is to be set at 0.75 pt. The spacing to be left from the sides is 0.19 in and from the top and bottom to be left about 0.6227 in.

The business card is to be printed on a textured brown paper. The back side of the business card information typeface used is GT America Mono Black set in 10pt for the name of

Page 11 | Brand Manual

H 297 mm 1.98 cm

1.45 cm

1.51 cm

W 210 mm 1.36cm

Letterhead The illustration above shows the standard sizes and spacing to be used for the letterhead. The letterhead paper size is an A4 size - 210mm x 297 mm.

The typeface used on the letterhead for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed on the right leaving about 1.98 cm from the right side. The contact details placed below is to be placed on the left side. The email address will be placed on the right side leaving about 1.44 cm from the right and 1.36 cm from the bottom.

The letterhead is to be printed on a textured brown paper.

The letterhead information typeface used is set in 10pt GT America Mono Regular for the contact details and address.

The line thickness between contact is to be set at 0.75 pt.

Page 12 | Brand Manual

1.1524 cm

0.8349 cm

H 4.5 in

1.83 cm

W 9.5 in 0.8349 cm

Envelope The illustration above shows the standard sizes and spacing to be used for the envelope. The size of the envelope is W 9.5 in x H 4.5 in.

The typeface used on the front side of the envelope for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed on the left leaving about 1.1524 cm from the left side. The contact details and address of the studio is set on the back side of the envelope at 8 pt. The line thickness between contact is to be set at 0.75 pt. The envelope is to be printed on a textured brown paper.

Page 13 | Brand Manual

1.33 cm

1.66cm

1.44 cm

1.27cm

Quotation The illustration above shows the standard sizes and spacing to be used for the quotation. The quotation paper size is an A4 size - 210mm x 297 mm.

The typeface used on the quotation for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed on the right leaving about 1.33 cm from the right side, 1.27 cm from below, 1.66 cm from the left, 1.44 cm from the right side.

Page 14 | Brand Manual

0.83 cm

0.98 cm 1 cm

0.88 cm

Receipt The illustration above shows the standard sizes and spacing to be used for the reciept. The receipt paper size is an A4 size - 14.6 cm x 21.15 cm.

The typeface used on the quotation for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed on the right leaving about 0.83 cm from the right side, 0.88 cm from below, 0.98 cm from the left, 1 cm from the right side. The typeface used for the information is GT America Mono medium set at 8pt including the contact details for the body text and the heading at 21pt.

Page 15 | Brand Manual

1.66cm

1.27cm

1.44 cm 1.27cm

Delivery Note The illustration above shows the standard sizes and spacing to be used for a delivery note. The delivery note paper size is 9.54 in x 8.21 in.

The typeface used on the delivery note for the logo is set as Levi Brush regular in 12.32pt. The logo size is W 3cm x H 2.5cm and placed on the right leaving about 1.27 cm from the right side,1.27 cm from below, 1.66 cm from the left, 1.27 cm from the right side. The typeface used for the information is GT America Mono set at 8pt for the body text and Sub heading 10pt - Bold, The heading at 12pt.

Page 16 | Brand Manual

Quarter Size Newspaper ad The illustration above shows the dimensions and layout for the quarter size newspaper ad. The dimensions are 16cm x 25 cm.

The heading typeface is set at GT America Mono Medium at 27.79 pt. The bodytext typeface Ogg has been set at 10pt.

Page 17 | Brand Manual

Newspaper Pamphlet The Newspaper pamphlet has been designed as per the standard A4 size. The dimensions are 210mm x 297mm.

The heading typeface is set at GT America Mono Medium at 27.79 pt. The bodytext typeface Ogg has been set at 10pt.

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Page 19 | Brand Manual

Brand Introduction

Briefly introduce and make aware about the Kumbhar Community (Potters)

Social Media Social Media Marketing has become one of the biggest platform for the audiences to reach at and plays an important role in promoting a brand. The Instagram page would first begin with giving an introduction to The Clay Factory by giving the audience a feel of what the brand would provide, and sharing photos or rough sketches of their intial process of the making of the designs would make the social media page more interesting for the audeince in terms of getting to know more about their brand and craft.

Page 20 | Brand Manual

Highlighting the process of the craft

Motifs and patterns used in their designs

Overview of the Instagram profile to show the product sales posts

Instagram Posts The Clay Factory could either schedule a weekly posting of sharing posts of the motifs they use on their products and explain about how the artisans get inspired from nature and forms familiar to objects around them. The decorative designs / patterns how were they influenced by nature and certain objects of household use which has socio-religious cultural influence in the making of the craft at the pottery studio. The Instagram grid could be either used for the posts in a horizontal, vertical line or across the border sticking to the previously shown color palette scheme for posting any product or sales related post.

Page 21 | Brand Manual

Promotional sales posts for the products

Social Media Stories The social media Instagram stories will show the brands products, making of the craft, artisans working as it enable’s the audiences to learn more about the studio and its and its process. The product photoshoots of the studio photos, artisans photos used in the instagram stories and the capturing the life of the artisans would give the viewers an experience of the traditional methods used in the process as well promoting the artisans craftmanship.

Page 22| Brand Manual

Back and Front cover of the Product Catalogue

210mm

Spread from the catalogue

297mm

Product Catalogue The catalogue contains information about the studio in brief, artisan and data related to the products images, descriptions (dimension), specifications and price. The catalogue lists out essential details that help customers make a purchase decision. The size of the catalogue is 210mm x 297mm. The typeface used for the headings of each product category is GT America Mono Medium set at 20pt. The typeface used for the description below the heading is Ogg set at 11pt.

Page 23 | Brand Manual

intro about the studio

About the studio spread

Price

Product type & dimension

Product category intro

Page 24| Brand Manual

Product display

Spread from the catalogue

Page 25 | Brand Manual

Packaging Labels The packaging labels or tape are helpful for packaging a product and are used to tape to a delivery box, this helps the brand an easy way to create a brand image. The labels display the customer's contact details, product details and studio contact. The brown color textured paper that has been set as the paper collateral for the branding stationary will not be used for the packaging paper.

The light brown background : (FINAL CONCEPT) This is an exception and it will be used specifically for the packaging tape / labels as the textured paper wouldn’t be acceptable for printing as it will dilute the effectiveness and impact of the paper collateral and the paper will merge in with the box color, hence the design may not stand out.

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Page 27 | Brand Manual

Brand Manual designed by Naomi Kaley