Brand Manual for a Hypothetical Brand

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PAAN KI DUKAAN

VIDA

BRAND MANUAL

THE SHOP THAT INTRODUCES A UNIQUE PAAN EXPERIENCE

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CONTENTS A. INTRODUCTION

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B. BRAND CONCEPT

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i. Brand Strategy

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C. LOGO DESIGN

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D. LOGO SYSTEMISATION

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i. ii. iii iv. v. vi.

Logo proportion Logo colour Logo font Logo on color Minimum Clearspace Improper Usage

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E. VISUAL VOCABULARY i. ii. iii iv.

Colours Fonts Colour Combinations Imagery

F. VISUAL APPLICATION i. Stationery ii. Collaterals

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INTRODUCTION Eating paan is an authentic Indian experience. The experience is the primary objective of the brand. It is hence that Vida is not only embodied in its shop.

It goes beyond, to create an experience for the connoisseurs of this traditional Indian practice, of eating and enjoying paan.

Out of the many things that are quintessentially Indian, paan, more than flavour and taste is an interaction between the maker and the taster, it is an art that is appreciated not only by tasting it, but by being able to choose from it’s variety and styles, that come from different parts of the country.

The paan is a royal experience that pampers the connoisseur.

A brand that not only sells paan, but also builds an experience and an interaction around it, is instrumental in retaining the uniqueness of this practice. An ideal confluence of a cultural tradition and a contemparary

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BRAND CONCEPT The brand Vida, is not just a ‘paan ki dukaan’ (paan shop), but also a space to experience the personality of the traditional practice. Vida aims to bring the fullest of the paan and the paanwala experience to people who savour this delicacy. The brand celebrates the confluence of a certain pride and royalty and the aesthetic elegance of preparing and serving paan. The logo is a part of the larger brand that endorses an Indian aesthetic and colourfulness, with a sprinkle of contemporary identity design. Vida is the Marathi word for the Betel Leaf that is used in making paan. Our culture has a unique place for savouring paan, and Vida reinforces that unique position by bringing a genuine savoury experience.

i. BRAND STRATEGY The brand caters to culinary senses with a stylish approach to the deliverance. The brand extends itself to welcome the customers to interact with the brand identity with ease and comfort. Simultaneously, a sense of pride and authenticity are integral to the values of the brand.

Personality

Characteristics

Values

Strong

Manhood

Artistic

Tasteful

Classy

Honest

Traditional

Aesthetic

Connoisseur

Cultural

Entertaining

Immersive

Kitsch

Approachable

Lounging

Interactive

Inclusive Genuine

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LOGO DESIGN The tradition of making and eating paan is a practice of pride and enjoyment and at the same time, one that encompasses a very artisitic way of making paan. The logo juxtaposes the forms of a betel leaf and a moustache, to symbolize these values. Further, the form of the leaf resembles a red tongue that a tasty paan leaves you with.

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C. LOGO DESIGN The primary logo (preferred) is the strongest mark that that represents the identity of the brand. The logo is designed for the symbol and wordmark to juxtapose and form the logo. However, it is possible to use the logo in its secondary form, for a stamp, badge etc. The tertiary logo, comprises of only the wordmark. There are two options for the usage of the tertiary logo: with the tagline or without it.

PRIMARY LOGO

SECONDARY LOGO

TERTIARY LOGO #1

TERTIARY LOGO #2

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C. LOGO DESIGN The ‘Vida’ logo consists of a visual stamp (symbol) and a wordmark with a tagline. The symbol and wordmark is not just placed together, but integrated to become one. The wordmark includes the tagline of the brand. The alternate logo must be use with prior thought and on rare ocassions.

PREFERRED LOGO

ALTERNATIVE LOGO only for rare circumstances (for eg.: vertical posters)

Symbol

Wordmark Logo

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LOGO SYSTEMISATION The logo teamed with a palette of colors and fonts is essential to create the appropriate tone, voice and attitude of the Vida brand.

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i. LOGO PROPORTION The logo proportions in the image below are standardised to a ratio. The ratio of the logo design is 1.57.

All further proportion are based on this ratio of width to height.

15.7

5.7

5.3

0.61 0.11

10.0 1.7

1.7

2.84

7.23 0.11 0.71

0.61

0.76

8.21

8.33

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ii. LOGO COLOUR The logo is a two-colour logo. The turquoise color is used to represent the ‘green’ of the paan, and to give it a vibrant look. The red is the color of catechu, an ingredient used in making paan. The logo is also usable in a grayscale for monochrome printing.

LOGO IN COLOR

LOGO IN GRAYSCALE

Pantone Uncoated 3265 U

R G B

86 186 167

Pantone Coated 7620 C

R 192 G 59 B 48

C 64 M 3 Y 42 K 0

Pantone Coated 7540 C

R 77 G 77 B 77

C M Y K

65 58 57 37

C M Y K

Pantone Coated 423 C

R 143 G 143 B 143

C M Y K

46 38 39 3

18 91 91 7

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iii. LOGO COLOUR The black and white logo is provided as well. The B/W logo may be used for screen printing. A white logo over a black box may also be used for this purpose. However the function of the two-colour logo is better transferred through the grayscale logorather than the black and white logo.

LOGO IN BLACK AND WHITE

Black on white

White on Black

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iii. LOGO FONT The Vida logo uses the typeface Futura. In the logo, the Italic style with Medium weight of the typeface is used. Futura may be used for the material used by the brand, but is not recommended for body text, and must preferrably be used for titles or headings.. The ratio of the point size of the wordmark to the tagline is 6. For instance, if the word ‘Vida’ is set at 72 point size, the tagline ‘Paan ki Dukaan’ will be set at 12 point size. The tagline is tracked at the value ‘-40’

FUTURA (MEDIUM) 6 units REGULAR 1 unit

ABC DE FGHIJKLMN O PQ RS T UV W XYZ abcdefghi jklmno pqr s t u v wxy z

Tracking: -40

1234567890

ITALIC

A B C DEFGHIJKLM NO PQ RS TU V WXY Z abc defghi jklmnopq r s t u vwxyz 1234567890

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iv. LOGO ON COLOUR The choices of colours to place the logo on, is made to communicate a majestic and royal tone.

These colours best bring out the design of the two-colour logo.

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v. MINIMUM CLEARSPACE The minimum clearspace that is required around the logo, is denoted by ‘x’. This length is also equal to the x-height of the wordmark in the logo. Some examples of clearspace are shown adjacent to the figure showing minimum clearspace.

X

X

X

X

X

x = miminimum clearspace

examples of usage at page corners.

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iv. USAGE (INCORRECT) The logo must not touch page corners. it should follow the guidelines of clearspace and should always be vertical on the page. No other angle must be used.

IMPROPER USAGES

VISUAL VOCABULARY

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i. COLOURS The primary colours are the colours of the two-color logo. The secondary colours are taken form shades/tints of the primary hues and certain more colors added to make the secondary palette.

The tertiary palette is manily colours that hold good as backdrops to present the logo.

PRIMARY COLOURS (refer to section D. ii.)

Tertiary Colours

SECONDARY COLOURS

Pantone 188 C

Pantone 3282 C

Pantone 382 C

Pantone 1235 C

Pantone 432 C

Pantone 268 C

Pantone 309C

Pantone 1255 C

C M Y K

C M Y K

C M Y K

C M Y K

C M Y K

C M Y K

C M Y K

C M Y K

0 97 100 50

R 139 G 14 B 4

100 0 46 15

R 0 G 149 B 143

29 0 100 0

R 193 G 216 B 47

0 29 91 0

R 253 G 187 B 48

23 2 0 77

R 69 G 85 B 96

82 100 0 12

R 79 G 38 B 131

100 0 9 72

R 0 G 74 B 97

0 27 100 34

R 179 G 136 B 8

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ii. FONTS The primary typeface is the typeface used in the logo i.e. Futura. This includes both regular and italic styles in medium weight. Futura Condensed will not be used as primary type. However, Futura might not suit heavy body texts. The primary font #2 is Gill Sans. This can be used for body texts. This is a sans serif typeface, with numerous weights and styles and will thus provide a large body of fonts to chose from.

Gill Sans Light Regular

Gill Sans Semibold Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKL MNOPQRSTUVWXYZ

abcdefghijklmnopq r stuvwxyz 1234567890

abcdefghijklmnopqrstuvwxyz 1234567890

Gill Sans Light Italic

Gill Sans Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqr stuvwxyz 1234567890

abcdefghijklmnopqrstuvwxyz 1234567890

Gill Sans Regular

Gill Sans Bold Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890

a bcdefghijklmnopqrstuvwxyz 1234567890

Gill Sans Italic

Gill Sans Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqr stuvwxyz 1234567890

abcdefghijklmnopqr stuvwxyz 1234567890

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iii. COLOUR COMBINATIONS This grid for colour combinations is made up of primary and secondary colours designated for the brand. Tertiary colours are strictly for usage as backgrounds or backdrops.

S

P

S

S

P

S

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

Text

All possible colour combinations of primary and secondary colours.

Text

Text

Text

Combination for usage of text on coloured background.

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iv. IMAGERY

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iv. IMAGERY

VISUAL APPLICATION

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i. STATIONERY

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ii. COLLATERALS Collaterals are chosen based on the essential requirements of the brand.

Kurtas

Kurtas

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ii. COLLATERALS

Bands (Wristband)

Table Cutlery

Napkins

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BRAND MANUAL : VIDA SANIKA SAHASRABUDDHE PDP 302 APRIL 2014