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brand guidelines


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content These guidelines describe the basic elements of the Communication Design department identity in Pearl Academy and provide detailed examples of its application. The correct application of these basic elements is essential to maintaining the integrity of this identity.


06 Ideology 07 Identity 08 Construction 12 Taglines 14 Clearspace / bleed 15 Minimum size 16 Colour 34 Identity as text 36 Visual system 37 Colour palette 38 Image style 39 Graphic elements 42 Pattern

index These guidelines must be followed closely as any deviation will weaken the overall image.

44 Apllications 45 Business cards 46 Stationery 48 Tee shirts 50 Web 52 Infographic 54 Open Works

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work play work + play = work play w rk lay 6

ideology Communication Design in Pearl Academy provides an environment where students are free to explore their creativity and discover their inner designer. We believe in working hard, and having a great time doing it. By connecting work with play, this course makes itself 100% student friendly and far from boring. The identity is based on the idea of connecting work with play and loving what you do.


identity The CD symbol is made up of a C and D, the initials of Communication Design. The C connects with D in a playful way. The CD symbol showcases the department’s dynamism and its connection between work and play. It exudes a vibe that is creative and playful. This concept of fun and movement has been embraced and reflected in all branding applications.

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Formal use

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construction The logo is made up of three components: The CD symbol, the department name and the institute name or the tagline (interchangeable). The CD logo has two configurations: Primary: Vertical, with or without institute name / tagline. Secondary: Horizontal, with or without institute name / tagline.


Informal use

whereworkisplay

whereworkisplay

9 The primary configuration is used whenever possible. The secondary configuration is used where there are space and layout restrictions. The institute name must be included in the logo when used for formal representation. When used informally, the institute name can be removed or replaced with a tagline.


10 The CD symbol in the logo can also be used alone. The department should eventually come to be recognized by the symbol alone and no next.


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whereworkisplay

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taglines The CD identity is based on the concept of connecting work with play. The primary tagline, ‘Where work is play’ can be used interchangaebly with the secondary one, ‘Love what you do’, where ‘love’ is denoted by a heart.


13 The first tagline when used separate from the logo is to be shown as the figure on top where the words work and play connect in the same way as the logo. ‘Love what you do’ can be used without the logo as well, with no change in the font colour, placement or thickness.


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clearspace/ bleed To ensure its integrity and visibility, the CD logo should be kept clear of competing text, small overlapping images or graphics. It must be surrounded on all sides by adequate clearspace— equivalent to half the height of ‘C’ in the symbol.


1” 1.5”

1”

0.5” 0.75”

minimum size The primary configuration of the logo can be reduced to a minimum of 1 inch with the institute name or tagline and to 0.5 inches without the institute name or tagline. The secondary configuration of the logo can be reduced to a minimum of 1 inche with the institute name or tagline and to 0.75 inches without the institute name or tagline.

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CMYK 65 58 57 36 RGB 77 77 77 PANTONE ® 445 C 100

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CMYK 1 98 48 0 RGB 235 30 93 PANTONE ® 1925 EC 100

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CMYK 83 22 52 3 RGB 0 145 135 PANTONE ® 3285 UP 100

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CMYK 0 62 100 0 RGB 244 121 32 PANTONE ® 172 EC 100

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colour The colouration of the CD logo is an essential element in setting a recognizable tone and look for the identity. The primary colors for the CD logo are Pink and Turquoise. They are young, vibrant and exciting. Consistent use of color enhances the strength of the identity. Grey is a secondary colour. The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

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17 The institute name is usually mentioned in orange.


CMYK 0 62 100 0 RGB 244 121 32 PANTONE 速 172 EC 100

CMYK 0 21 100 0 RGB 255 200 0 PANTONE 速 1235 M 100

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CMYK 76 20 11 0 RGB 13 160 202 PANTONE 速 2995 UP 100

CMYK 69 0 100 0 RGB 85 185 72 PANTONE 速 360 C 100

18 However, the logo should only necessarilybe used in these colours formally. When used informally, it can be in any of its supportive colours or as white/black with a background of any of its primary, secondary or supportive colours.


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20 The logo is supposed to reflect the department and course. It is fun, dynamic, flexible. Hence, the restrictions surrounding it are flexible as well. The logo can be made iusing different textures and designing techniques. It should reflect dynamism and creativity. Above are some examples.


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colour: alternate When the primary, secondary or supportive colors cannot be used, the CD logo can be black or grey, or reversed to white.


colour: on imagery Avoid using the logo on imagery. If necessary, place a semi transparent box underneath it to make it more visible. Because every image is different, it is better to choose a color with a strong contrast to the background, preferably desaturated or dull. This would make the logo pop. Place the logo in an area of the image that is not busy in order to make it readable.

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30 The logo and taglines can also be used in reverse colour on desaturated photographs.


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colour: don’ts The CD logo should always be seen clearly and ‘pop’. When using the logo on imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.


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1234578 90!@#$ 34

identity as text Consistency in referring to CD in text is critical in maintaining a strong identity. Use of correct capitalization, style and naming all impact the identity for CD.


AaBbCcDd

Primary Font Family: abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890&@�(.,;:#!?) Helvetica Neue LT Std 25 Ultra Light Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

Helvetica Neue LT Std 45 Light Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

Helvetica Neue LT Std 55 Roman Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

Helvetica Neue LT Std 75 Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

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CMYK 65 58 57 36 RGB 77 77 77 PANTONE ® 445 C 100

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50

25

5

75

50

25

5

75

50

25

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CMYK 1 98 48 0 RGB 235 30 93 PANTONE ® 1925 EC 100

CMYK 83 22 52 3 RGB 0 145 135 PANTONE ® 3285 UP 100

CMYK 0 62 100 0 RGB 244 121 32 PANTONE ® 172 EC

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visual system The CD department’s visual system is designed to be young, playful and dynamic. The visual system will explain the use of color, typography, image style and graphic elements.


CMYK 0 21 100 0 RGB 255 200 0 PANTONE 速 1235 M 100

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50

25

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CMYK 76 20 11 0 RGB 13 160 202 PANTONE 速 2995 UP 100

CMYK 69 0 100 0 RGB 85 185 72 PANTONE 速 360 C 100

colour palette The CD color palette consists of a primary, secondary and supportive color palette. The consistent use of these colors will create recognition and strengthen the identity. CD must always use this color palette. The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE速 is a registered trademark of Pantone, Inc.

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image style Image style plays a critical role in developing a vivid and meaningful identity for CD. Communication Design image style is creative and joyous. All imagery should support CD’s brand promise, i.e., where work is play.


graphic elements The graphics used to strengthen the identity of the CD dept. of Pearl Academy are vector, a mix of round and straight edges, and in the primary, secondary and supportive colours. A square grid consisting of squares with straight and round edges at random is to be used in this identity. When placed on images, some squares can be semi transparent at the opacity of 50-65.

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40 Vector graphics used with this identity should have at least one curved edge, and should be in the CD colour palette.


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pattern The pattern developed out of the CD logo can be used on a white or black background. This pattern can be used as a graphic element.


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Business cards front

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application Communication Design’s visual identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media. Correct and consistent use of the visual system will be the determining factor for a successful identity. This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct identity.


Business cards back

business cards

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stationery


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tee shirts


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website 50


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infographic An infographic explaining what communication design is for beginners and workshops.


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open works The exhibition of graduating works of Communication Design students serves as a platform for placement. Best works are awarded and students get an opportunity to interface directly with professionals from the industry. Open Works is also compiled into a book.


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Communication Design, Pearl Academy