Away Day 2019 Brand Identity Guidelines

Branding guidelines Scale the Art of Heavy Lifting India Away Day 2019

Theme

3

2



1

Scale the Art of Heavy Lifting Doing difficult or challenging work Achiving mastery and thus one becomes an artist

Scaling what one has mastered

© ThoughtWorks • India Away Day 2019

Equilibrium

Typography

Open Sans Download font fonts.google.com/specimen/Open+Sans

Paragraph Styles Heading

Font weight Bold

Kerning -65

Case Sentence case

Body

Font weight Regular / Light

Kerning Default

Case Sentence case

Call to action

Font weight Semibold italic

Kerning Default

Case Sentence case

Things to keep in mind Other styles and weights can be used to control good visual typographic heirarchy at the designers discression.

• Bullet points can be coloured.

It's great if you're able to leave a gap before and after bullet points to give them room.

The only restriction is with print.

© ThoughtWorks • India Away Day 2019

Ideal number of words per line should be 8 to 10.

For hand-held print always use 10pt text on auto leading.

Hyphenate: Off.

Logo Single color application

Scale the Art of Heavy Lifting India Away Day 2019

Scale the Art of Heavy Lifting India Away Day 2019

Logo Single color application on grey & black

Scale the Art of Heavy Lifting India Away Day 2019

Scale the Art of Heavy Lifting India Away Day 2019

Logo concept

Inspired by an ant's ability to carry

immense strength and sharing

5000 times its weight, the form

without any discrimination.

symbolises the state of equilibrium where a triangle has lifted a heavier

The blue and green colours not only

element. The levitating top shape

resemble the beautiful landscapes

is like the Sun with corners pointing

of Kerala but also symbolise deep

in all directions – this represents

trust and progress.

strength to master scale.

The combined form is like a tree which is an epitome of growth,

The Beginner Equilibrium

© ThoughtWorks • India Away Day 2019

Intermediate Addition of directions symbolize scaling

Becoming of a Master Levitate

Logo unit

Scale the Art of Heavy Lifting India Away Day 2019

Logo unit Safe area

Scale the Art of Heavy Lifting India Away Day 2019

Logo unit Single color application ongrey / black / colored backgrounds

Scale the Art of Heavy Lifting India Away Day 2019

Scale the Art of Heavy Lifting

Scale the Art of Heavy Lifting

India Away Day 2019

India Away Day 2019

TW Logo Single color applications

In all external communications such as social media posts, branding at venue, etc., the TW logo must be included.

Color palette & gradients

C4 M30 Y41 K0 R240 G186 B149 #f0ba95 PMS 473

C0 M53 Y91 K0 R247 G143 B49 #f78f31 PMS 715

C34 M16 Y100 K0 R181 G185 B53 #b5b935 PMS 7745

C45 M67 Y80 K47 R94 G62 B42 #5e3e2a PMS 7603

C0 M95 Y92 K0 R238 G49 B45 #ee312d PMS 485

C81 M5 Y90 K0 R17 G170 B88 #11aa58 PMS 7739

© ThoughtWorks • India Away Day 2019

C0 M0 Y0 K60 R128 G130 B133 #808285 PMS Grey 8

C22 M100 Y49 K11 R177 G28 B84 #b11c54 PMS 215

C69 M1 Y19 K0 R38 G189 B207 #26bdcf PMS 311

#26bdcf

#26bdcf

#f78f31

#ee312d

#b5b935

#f78f31

#f78f31

#ef5ba1

#f78f31

#26bdcf

C0 M0 Y0 K100 R0 G0 B0 #000000

C0 M80 Y0 K0 R239 G91 B161 #ef5ba1 PMS 212

C86 M52 Y0 K0 R26 G115 B186 #1a73ba PMS 660

Pattern designs & application

Repetition of elements is a great way to symbolize scaling.

The following patterns are available to help you get started but don’t limit yourselves with just these designs!

More patterns can be designed by taking inspiration from textiles and Jaali patterns to bring in Indian flavour in visual language.

Greyscale image on back

Gradient on front (set to HARD LIGHT technique)

© ThoughtWorks • India Away Day 2019

Layouts samples Scale the Art of Heavy Lifting

Lorem ipsum dolor sit amet, consectetuer

Scale the Art of Heavy Lifting

Scale the Art of Heavy Lifting

India Away Day 2019

India Away Day 2019

India Away Day 2019

Lorem ipsum dolor sit ametconsecelit Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.

Topic comes here

Topic comes here

Speaker Name

Speaker Name

Social media sample #1

Vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Social media sample #2

Scale the Art of Heavy Lifting India Away Day 2019

#TWIAwayDay2019 #ThoughtWorksIndia #ThoughtWorks

Flyer sample

Š ThoughtWorks • India Away Day 2019

Banner sample for forms

Layout samples: Standee, ID card Scale the Art of Heavy Lifting

Scale the Art of Heavy Lifting

Lorem ipsum dolor sit amet consectetuer

India Away Day 2019

Lorem ipsum dolor sit ae Praesent luptatum Vel illum dolore eu feugiat facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

India Away Day 2019

Name comes here Employee ID number Paste your preferred pronoun sticker

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euisd tincidunt ut laoreet dolore magna aliquam volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Scale the Art of Heavy Lifting India Away Day 2019

Event ID sample

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugia.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Standee sample Emailer sample

Š ThoughtWorks • India Away Day 2019

Lorem ipsum dolor sit ametconsecelit

Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim.