Moulding Mudra.
BRAND MANUAL
Moulding Mudra.
Digital publication of a student document. For private circulation only. Fashion Communication department 2017 National Institute of Fashion Technology, Bengaluru, India All rights are reserved. No part of this book, either text or illustration, may be used or reproduced in any form without prior written permission from the publisher. Guided by Sanjeev C M Concept and Branding by Sakshi Kumari
DISCLAIMER The information contained in this document is confidential, privileged and only for the information of the intended recepient and may not be used, published or redistributed. The document is for educational purposes only. Use of the document and its content in any way is at your own risk. The provision of this document may not constitute legal advice or opinions of any kind, ar any advertising or solicitation.
INTRODUCTION This document has been created as a guide which contains a summary of the thinking behind our new brand, an overview of our creative style and an explanation of the basic elements of our new identity. The intent of this booklet is to keep consistency within the brand and ensure that we are always represented as intended - inspiring and creative. It will help you envision what Moulding Mudra is about and will serve as a guide for implementing its brand identity system. So dive in and get to know us!
THE BRAND Moulding Mudra Vision Objectives Each Artisan - A Stake Holder A Financial Revolution Direction Towards Growth Social Upliftment Preservation of Natures Earth
BRANDING Concept The Making Gestures Mood Board Colour Palette
IDENTITY Logotype Colour Variation Typography
SPECIFICS Clear Space Minimum Space Agency Identification Do’s and Dont’s
APPLICATIONS
T ... ... ... ... ... ... ... ...
03 05 06 07 08 09 10 11
PACKAGING
T ... ... ... ...
Visiting Card Letter Head Envelope Price Tag Notebook Badges
15 16 17 18
Jute Pouches Carry Bag Size Variation Dry Straw: Shock Absorber
BIBLIOGRAPHY
T
T ... ... ... ... ... ...
37 38 39 40 41 42
T ... ... ... ...
45 46 47 49
... 50
... 21 ... 23 ... 25
T ... ... ... ...
29 29 31 33
CONTENTS
THE BRAND
The Brand
MOULDING MUDRA Moulding Mudra was formed to create sustainable livelihood opportunities in the rural areas, based on pottery and other allied activities. It started as an organisation to create new opportunities in rural areas with an objective to change lives throughout the state. The organisation is engaged in organizing production units of various categories. Today, it provides both, forward and backward linkage to the pottery and handicrafts sectors for a sustainable source of livelihood. It was formed to provide aggressive marketing to the merchandise made by the rural artists. Mudra supports the whole value chain of production and marketing including, providing raw materials, training, designs and marketing. The artisans of Karnataka who have recognised pot making as a source of income have enhanced their skills in quality and varieties of products. The appreciation and purchase of these wonderful craft will breathe new life into the lives of the artisans and help enrich their brilliant culture.
MOTTO: “MOULDING OPPORTUNITIES AND CHANGING LIVES”
03
Pot being Shaped
Tools used
Potters hands
Pottery Wheel
Moulding Mudra. Logotype
Moulding Mudra
04
The Brand
VISION With the mission of “Creating Opportunities and Changing Lives”, Mudra is viewed as the supporting unit to the state, contributing maximum to its social, economical, and cultural uplift, rise and growth. Our vision focuses on employment generation. It expands towards fulfilling cumulative dreams through creation of sustainable livelihood models based on pottery and handicrafts.T hrough maximum utilisation of natural resources and labour power available in the rural areas of the state, Mudra aims to provide each hand its value and add to employment and income generation.T he craft industries have potential to become the backbone to the state economy and can generate maximum employment with minimum cost ensuring a bright future.
05
OBJECTIVES 1. To provide an adequate platform for marketing of handicraft articles. 2. Strengthen rural pottery industry. 3. Establish earthen pottery in the national and global market. 4. Create a development fund for potters and artisans. 5. Protect and develop the languishing art forms. 6. Create job-opportunities in deep remote areas. 7. Implement capacity-building programs for rural artisans. 8. Trust building among the craftmens and artisans.
Moulding Mudra
06
The Brand
EACH ARTISAN - A STAKE HOLDER Moulding Mudra’s vision does not limit to its own growth and profits but it also sees that each human effort associated to the organisation is valued. We view each of our artisans and craftmens as stake-holders in the company. We see them as the owners of the organisation, and Mudra as an entity which stands fully for their benefits, growth and development. Implementation of various schemes, project plans and each plan of action is framed for maximum benefit of the artisans, their personal development, capacity building, trust building, financial uplift and social rise.
07
A FINANCIAL REVOLUTION Moulding Mudra is a step towards creation of an era of financial revolution throughout the state. The potentials of the state have been explored by Mudra, the goals have been set and the path has been built to reach to development. Also, the journey to financial revolution has begun. Moulding Mudra focuses mainly on the upliftment of the rural areas, self help groups, and pottery and household industries to bring about a noticeable change in the financial status of the rural sector of the state contributing to whole of the economy of the state.Each woman associated to the organisation, surely proves the changes being brought about in these remote areas. Also the rate of migration of people to other states going down ensures that the revolution would soon be very prominent and success rate would be quiet high.
Moulding Mudra
08
The Brand
DIRECTING TOWARDS GROWTH Moulding Mudra is an undertaking which is managed by a team of qualified and dedicated professionals. The services and efficiencies of these hardworking professionals are pooled at Mudra and are directed towards focused objectives and goals. The company stands with a vision to establish as an organisation which provides a healthy work place to the people associated with the organisation where they are exposed to continuous learning experiences, providing them with opportunities of self development. We focus on making it a company where people are happy to work. Moulding Mudra is a professionally managed organisation under the guidance of its board of directors and Managing Director. It consists of an efficient professional team of accountants, financial & legal advisors, marketing managers, production and design unit which contribute to the management of the organisation.T he design unit of Moulding Mudra has professional designers from institutions like NIFT who provide design assistance to the artisans so that they can meet the existing trends in the market, compete with the other players in the market and attract youth section of the society.
09
SOCIAL UPLIFTMENT Karnataka’s vision also includes bringing about a positive change in the social status of the people along with their economic growth. We aim to bring about an effective change in the standard of living, as well as way of thinking of the people associated to the organisation. Moulding Mudra promotes trust building among people along with team spirit. Education of children, respectful position of women in the society and family, health values, quality life style, and healthy work atmosphere for all is highly valued by Mudra.
Moulding Mudra
10
The Brand
PRESERVATION OF NATURES HEALTH Karnataka is enriched with enormous natural resources and cultural heritages. Nature has been given utmost importance in every sphere of life & culture. Mudra’s vision expresses to conserve the extinguishing cultures and revive the extraordinary arts, paintings and crafts of the state. The major product of the organisation is the earthen pots which completely requires natures support. We promote forestry and plantation of more trees. This adds to the natural resources of the state and adds to the beauty and greenery of the state. We generate employment keeping in mind the balance of nature.
11
Moulding Mudra
12
BRANDING
Branding
CONCEPT Inspiration: Mudras - The making Gestures Carefully controlled gestures are made to shape and guide the clay into its own unique form. We believe that value begins with the mastery of making. Throwing vessels on the wheel requires the use of a number of carefully controlled ‘gestures´, each suited to shape and guide the clay in a different manner as it spins on the wheel. Each has is own distinct shape, function, or even design one could say. These gestures, nearly artworks in themselves are perfected to sense and lure the best out of material. Sturdy yet delicate hands, shaped by time and clay, apply the careful yet impulsive pressures that give each piece its own unique character.
AS FORMLESS CLAY SPINS ON THE WHEEL, SO EACH GESTURE IS APPLIED.
15
THE MAKING GESTURES Clay pottery goes through many transmutations that are analogous with yoga during its creation. The stretching, kneading and contortions it experiences is not dissimilar to what yogic practitioners subject themselves to when practicing their asanas in the pursuit of agility and good health. Added to this is when the clay becomes an object of intense concentration during formation, being scrutinized and contemplated till deep meditative moments arise that lead to illumination for its design. Not to mention the exhilaration of the whirling dervish moments it can experience when being thrown on the wheel. At times it is privileged to experience the flashes of brilliance from its creator, which surely infuses it with a sense of wholeness and contentment. Next comes the purifying powers of the kiln unleashing its subtle and unpredictable refining forces not unlike the “ fire of yoga “. If it survives the post kiln scrutiny, it can go on to further glory, rather then be discarded from the Path into the reject bin. Now for the deep cleansing it receives in the cleanup that takes it to its final enlightenment where it experiences an eternity of bhakti yoga(adoration) when on display
EACH GESTURE HAS ITS OWN DISTINCTIVE SHAPE, FUNCTION AND DESIGN.
Moulding Mudra
16
Branding
MOOD BOARD
17
COLOUR PALETTE Colour palette is an integral part of brand identity. Consistent use of the colour palette will not only reinforce the cohesiveness of the brand, but colour also serves as a psychological purpose by communicating a certain feeling to the audience. The earthy brown colour palette is reminiscent of the raw material used by the potters. Moreover, these colours represent the values of Moulding Mudra. The different shades of brown recharges the viewer and gives them a ecofriendly feel.
PANTONE 725 C
CMYK: 30, 70, 100, 30 RGB: 130, 70, 30 # 85491E
PANTONE 729 C
CMYK: 30, 50, 80, 10 RGB: 170, 120, 70 # A87B4A
PANTONE 4675 C
CMYK: 15, 25, 35, 0 RGB: 210, 290, 160 # d7af2b
Moulding Mudra
18
IDENTITY
Identity
LOGOTYPE This is the primary logotype for Moulding Mudra, this logo symbolizes the passion for interconnection between creative talent and the brand itself. This logotype is a part of Mudras’s visual communications system. Through consistent and repetitive use as a signature device and design element in all of Mudras’s visual communications, the logotype becomes a visual shorthand which identifies the agency and symbolically embodies its activities, achievements and goals. In the logotype, the letters are reduced to their most simplified form . The strokes are all of one width , evoking the qualities of unity and precision. The logotype should never be altered or distorted in any way. It must not be re-drawn, but rather reproduced photographically.
21
1.
Single colour 70% Black
Moulding Mudra.
Moulding Mudra
22
Identity
COLOUR VARIATION The world is the highly visual place, and most individuals read through sight first and foremost. One aspect of any brand that is not only most highly visible, but also has a hefty deal of psychological meaning to individuals is colour. The Moulding Mudra logo colours are as important to us as the logo itself. The correct color for use in the logotype is shown beside. This is a very active color which brings a kinetic dimension to the letterforms and reflects the lively and nature oriented character of Mudra. In order to maintain the integrity of the iconic logotype, please use the approved colour variations in which the logo can be used with. We want to make sure that the logo can find a home on any surface. For this reason, we offer different colour genres to designers and users that include single colour, grey scale and one colour. These genres should only be utilized when using the full colour impairs the logo’s legibility.
COLOUR MAY BE CRUCIAL, BUT WITHOUT PROPER LEGIBILITY, IT IS NOTHING.
23
1. Single Colour 2. In Light Background 3. In dark Background
1
2
3
Moulding Mudra. Moulding Mudra. Moulding Mudra.
Moulding Mudra
24
Identity
TYPOGRAPHY Moulding Mudra utilizes three typefaces. The first is Calibri Bold, a bolder typeface that is used for headings in printwork, on posters, billboards, and also on web applications. The second is Timeless Regular, a thinner version as compared to the header. This version is used for larger bodies of type, such as in this paragraph. It can be used in larger scale and all caps, as well as small and in upper and lower case. The final typeface is Sitika Subheading Italic, an italic typeface that softens the brand and creates a sense of class. This typeface is used for captions. It is also used for smaller bodies of type that are usually inferior in hierarchy. All these typefaces combine to enhance the brands image of connection and creates a sense of belonging. They should be combined carefully to maintain this concept.
25
1.
Bold 18/12 point size 11/10.4 point leading 2. Regular 10 point size 12 point leading 3. Subheading Italic 9 point size 11 point leading
1
CALIBRI (BOLD) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
2
TIMELESS (REGULAR) A BCDE FGH I J K LM NOP QR ST U V W X YZ a b c d efg h ijk l m n o p q r s t u v w x y z 012 3 4 5 6 7 8 9
3
SITKA (SUBHEADING ITALIC) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Moulding Mudra
26
SPECIFICS
Specifics
CLEAR SPACE In order to maintain the integrity of the iconic logotype, it is important that no other logos, type or graphical elements infringe on it’s space. To enable the Moulding Mudras’ logotype appear prominently in its primary usage of full colour without interference from other elements, a clearance zone of distance ‘M’ is necessary. This clearance zone should be observed on all the possible applications.
MINIMUM SIZE To maintain the legibility and readability of the logotype, the minimum size of the logotype a that may be used for print applications should be maintained as 25mm.
29
1
2
M MMoulding Mudra.
Moulding Mudra. 25 mm
Moulding Mudra
30
Specifics
AGENCY IDENTIFICATION 1. Monochromatic logo 2. Colours used as per the palette obtained from the mood board.
Combination of logo, logotype and orientation: To identify the agency, as a total entity, the Mudra logotype is shown in conjunction with the full agency name. The lettering style used in the logotype (Londinia Medium). These regular lettering styles used in the agency assures that the brand name receives enough emphasis even though it is lower case.
1
.
31
2
Moulding Mudra.
Moulding Mudra
32
Specifics
DO’S AND DONT’S Few rules are necessary for maintaining the integrity of the brand. These guidelines outline the general rules when using Mudra’s brand assets and showcasing its content. Consistent use of these assets helps people easily recognize references to Moulding Mudra and protect company trademarks. Here are a few examples of some ways you should never consider using the logo. 1. Don’t place the logo over colours other than specified 2. Don’t rotate the logo 3. Don’t deconstruct the logo 4. Don’t distort, stretch, or alter the logo in any way 5. Don’t add drop shadows, bevels or any other effect 6. Don’t use unapproved colours 7. Don’t outline the logo 8. Don’t use gradients
33
3
2
1
Moulding Mudra.
4
All India Radio
Moulding Mudra.
Moulding Mudra.
6
5
Moulding Mudra.
Moulding Mudra.
8
7
Moulding Mudra.
Moulding Mudra.
Moulding Mudra.
Moulding Mudra
34
APPLICATIONS
Applications
VISITING CARD
5.5 cm
8.0 cm
37
LETTER HEAD
Moulding Mudra
38
Applications
ENVELOPE
10.5 cm
25 cm
39
Application: Digital
PRICE TAG
7.0 cm
3.5 cm
Moulding Mudra
40
Applications
NOTEBOOK
41
BADGES
Moulding Mudra
42
All India Radio Brand Guide
00
PACKAGING Moulding Mudra
00
Pakaging
JUTE POUCHES
45
CARRY BAG
Moulding Mudra
46
Pakaging
SIZE VARIATION
23 cm 15 cm 10 cm 7.5 cm
8.5 cm
47
18 cm
12 cm
8.5 cm
Moulding Mudra
48
All India Radio Brand Guide
DRY STRAW: SHOCK ABSORBER Moulding Mudra makes food packaging form waste straw. We want to make the brand packaging cheaper and environmentally more friendly. Our goal is to globally reduce the amount of paper and plastic used in high volume food packaging applications Straw is resistant to being crushed and therefore makes a good packing material. It acts as shock resistant and is therefore used in product packaging and will biodegrade in a commercial composting environment. While packaging, the products are supposed to be put in the jute poches along with a good amount of straw to prevent them from breaking.
49
BIBLIOGRAPHY • http://tortus-copenhagen.com/ • https://www.veniceclayartists.com/tag/mudra/ • http://gaiapottery.in/
Moulding Mudra
50
BRANDING AND DESIGN krisakshi3@gmail.com