Amor Araku Brand Guidelines
Contents
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Logo
Illustration
Color Palette
Pattern
Our Brand
Typography
Photography
Our Brand
amor araku
brand guidelines
Amor Araku is a brand that believes in fair trade and sustainable practices. We source our materials directly from the forests of Araku and our tribal families pour their love and warmth in creating lovely products for our customers. Our product range includes personal care products like beeswax, annatto; handicraft products made out of bamboo and clay and organic edibles like honey and siali seeds.
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amor araku
brand guidelines
We envision of developing a connect between the urban and rural sections of society and providing recognition to the artists
•To provide the communities the self-esteem and self-confidence required to take up this new initiative •To delight our customers with an easy access to a wide range of products •To empower the tribals by providing them a platform to sell the products
•We ensure fair wages and an equal share of profits to the producers •We give back to environment by finding alternatives and using sustainable materials •We work with natural and pure raw materials •We encourage and respect the tribal culture and way of living
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amor araku
brand guidelines
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amor araku
brand guidelines
2.1 Meaning behind the logo The symbol in the logo is an abstract form of the letter 'A' in Telugu script. Inspiration was taken from the vernacular script of the region to stay true to the roots. Triangles in general stand for reliability and trust hinting at the trustworthy nature of the brand. They embody the spirit of mountains which surround the valley. The logo is also symbolic of the initials of the brand.
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brand guidelines
2.2 Exclusion Zone When reproducing our logo, be mindful of the elements surrounding it. The primary logo consists of a symbol and a logotype. This logo should be used on all brand collaterals. There should be a clear space around the logo equivalent to the distance between the symbol and the logotype as shown. The symbol is the secondary logo. It should be used in case of space constraint. The same clear space rules apply to the secondary logo.
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amor araku
brand guidelines
2.3 Color Variations The full color logo should always be used against a white background. The logo can also be used in white color against any other color as shown in the picture. The secondary logo can be used in areas where there is space constraint in the color green or white against the colored backgrounds as shown.
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amor araku
brand guidelines
2.3 Minimum Size When reproducing our logo, be mindful of the size and make sure it is legible. The primary logo should not be smaller than 0.9" while designing for print and 64.8 px while designing for web. The secondary logo should not be smaller than 0.5" while designing for print and 36 px while designing for web.
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minimum print size 0.9" minimum digital size 64.8px
minimum print size 0.5" minimum digital size 36px
amor araku
brand guidelines
2.4 Unacceptable Usage To maintain a consistency across all the brand collaterals, we have identified a few ways in which our logo should not be used. The logo's integrity should remain intact. Here are a few examples to show how our logo should not be tampered with.
do not rotate the logo
only use specified colors
do not use effects such as drop shadow
do not change the position or size of brandmark
do not use the logo on busy backgrounds
do not distort the logo
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Colour Palette
amor araku
Color is an integral part of a brand identity. Consistency in color helps build cohesiveness amongst brand collaterals. Our color palette is carefully curated and offers a good blend of warm and cool colors. With blue and green bringing in its trustworthiness, red and yellow impart cheerfulness to the mood. The vibrant color palette also gives us a peek into the rich culture and heritage of our tribal families.
freshwater blue
mountain meadow
rgb 168 217 240 cmyk 31 2 2 0
rgb 0 151 126 cmyk 83 18 61 2
brand guidelines
sombre white rgb 255 255 255 cmyk 0 0 0 0
pure black rgb 0 0 0 cmyk 0 0 0 100
winter sun
muddy beige
rgb 253 213 55 cmyk 1 14 88 0
rgb 215 199 171 cmyk 16 19 34 0
lipstick red rgb 246 55 71 cmyk 0 92 71 0
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Typography
amor araku
Our typefaces are unique and should be used across all web and print applications. Having similar x-height and glyph width, they complement each other. Span is a modern type family with sweeping serifs and a high x-height. With the vertical stress cushioned by the elegant organic curves, Span bridges the gap between traditional and modern. Interstate being inspired from US highway signs, radiates a feeling of journey. It is bold yet reliable. The letter forms have open counters to enhance legibility and the terminals of the strokes are cut at an angle, quite similar to the terminals of our logo.
brand guidelines
Span is our headline typeface Interstate is our secondary typeface
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amor araku
Aa
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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brand guidelines
Span Bold Span Bold Italic Span Semibold Span Semibold Italic Span Regular Span Italic Span Light Span Light Italic Span Thin Span Thin Italic
amor araku
Interstate Regular Interstate Italic Interstate Light Interstate Light Italic Interstate Extra Light Interstate Extra Light Italic Interstate Thin Interstate Thin Italic
brand guidelines
Aa
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
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Illustration
amor araku
brand guidelines
Brand illustrations play an important role in our visual identity. We use illustrations to focus on the products we are selling. We follow spot illustration style. The illustrations should have a hand drawn, watercolor feel to them. The chosen style resonates with our brand since a major part of the product making i.e. collecting materials from the forest is hand done. These illustrations can be used on the packaging, website, social media.
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Pattern
amor araku
brand guidelines
Pattern is one of the primary elements of our brand identity. It is intended to be repeatable and has a wide range of applications. The inspiration of the pattern comes from our logo and connecting lines, symbolic of connecting our artisans to urban India. It can be used as a design element for brand collaterals, social media, and advertisements.
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Photography
amor araku
brand guidelines
Photography is one of our most important communication tools. It helps us connect with our customer emotionally and support our cause. The brand imagery should focus on the journey our products undertake before reaching the customer. It should capture our artisans in their natural environment and narrate their stories. The images should establish an emotional connect with the consumer.
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brand guidelines