LAKHBANARAS- VARANASI LACQUER TOYS - CRAFT PROMOTION TECHNIQUES (BRAND MANUAL)

BRAND GUIDELINES

Address

Phone & Fax

Online

National Institute of Fashion Technology, ITI colony, Doorbhash Nagar, Raebareli.

P.O. 229010

Free Toll: 1500 6362 8282 Phone: +91 99 99999999

lakhbanaras@gmail.com connect@lakhbanaras.wixsite.com

Fax: +91 85 65896248

LAKHBENARAS

BRAND MANUAL

THE GUIDELINE INTRODUCTION These guidelines describe the visual and verbal elements that represent LakhBenaras’ identity. This includes our name, logo and other elements such as color, type and graphics.

Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our brand.

These guidelines reflect LakhBenaras’ committment to quality, consistency and style. LakhBenaras’ logo, name, colors and identifying elements are valuable brand assets.

BRAND MANUAL

CONTENT

ABOUT US CORPORATE LOGO & BRANDMARK LOGO CONSTRUCTION LOGO VARIATIONS & SIZES CORPORATE FONTS COLOR SYSTEMS CORPORATE STATIONERY SYSTEM PACKAGING PROMOTION AUDIENCE REACH

INTRODUCTION

ABOUT US

Lakhbanaras is a humble initiative of the Fashion Communication students of NIFT to study and capture the life, moments and beauty of the wooden lacquerware craft of Banaras. Our aim was to bring an artisan’s perspective to what is already known of the craft, an area that- as we felt- yet lacks sufficient support and opportunities.

A traditional art form tracing its roots from the ancient art of ivory carving, the wooden lacquer toy craft has had humble origins before it kissed the glory and mass popularity it so impeccably enjoys today. The world’s oldest city’s gorgeous melange of cultures, diversity and the unmatchable dextrosity proved to be quite a favorable haven for the establishment and nurturing of a new artform.

Over the years, with the efforts from the government and art lovers, the craft has soared great heights and now enjoys a cultural identity that so subtly defines the city of Benaras. Since the country’s independence, this unique handicraft has seen both an enormous rise, and a debilitating fall. The survival though, was nothing less than a unique affair of effortless schemes, help from NGOs, subsidies and honest hard work from the artisan community. Today, Lacquer toys of Benaras enjoy the unique status of Geographical Indication tag in India, granted to it in the year 2014, along with other lacquer ware produced in this region. And the legacy, well, lives on.

Lakhbenaras aims to curb the gap between the artisans and the customers by bringing to you, dear customer, a unique variety of authentic, traditional wooden lacquerware.

INTRODUCTION

CORPORATE LOGO & BRANDMARK THE CORPORATE LOGO LakhBenaras’ corporate logo comprises two elements, the logo and the logo type. The logo symbol is a poweful image evoking the nostalgia and toy feeling. It is a powerful motif inspired from traditional motifs of lacquerware through centuries. The logo describes the audience and their connection to the brand and its product.

The logo type is Rockwell, and has been carefully chosen to have bold and attention grabbing abilities. It is simple and easily readable, complements and balances the logo. The typeface of LakhBenaras is Futura and has also been chosen to complement with the logo type.

#D99519 C 2% M 39% Y 100% K 12%

#EF3E36 C 0% M 85% Y 91% K 0%

Lakh

BENARAS

LAKHBENARAS LOGO

LOGO CONSTRUCTION THE CONSTRUCTION It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion mark has been established around the corporate mark. This exclusion zone indicates the closest any grphic element or message can be positioned in relation to the mark of the symbol itself and brand name - they have a fixed relation which should never be changed in any way.

Lakh

Lakh

BENARAS

BENARAS

CLEARSPACE Whenever the logo is used, it should be surrounded with a clearspace to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

To work on the clearspace, take the length of the logo and divide it in its fourth.

Clearspace= (The height of logo/4)

l/4

l

l/4

Lakh

BENARAS

l/4

l/4

LAKHBENARAS LOGO

LOGO VARIATIONS & SIZES APPLICABLE AND ALLOWED LOGO LOGO A

LOGO B

Lakh

BENARAS

LOGO C

Lakh

BENARAS

LOGO D

Lakh

Lakh

BENARAS

BENARAS

MINIMUM LOGO SIZES

FULL LOGO Minimum Size: 10mmX20mm

LOGO SYMBOL Minimum Size: 10mmX20mm

Lakh

BENARAS

Lakh

BENARAS

Lakh

BENARAS

TYPOGRAPHY

CORPORATE FONTS

FUTURA FONT Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It was designed as a contribution on the New Frankfurt-project. It is based on geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period. It was developed as a typeface by the Bauer Type Foundry, in competition with Ludwig & Mayer's seminal Erbar typeface of 1926. Futura has an appearance of efficiency and forwardness.

FONT STYLE FUTURA BK BT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/

FUTURA MD BT MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/

FUTURA MD BT BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()_-+=[]{}:;“‘<>,.?/

COLOR CODES

COLOR SYSTEMS

PRIMARY COLOR

TERTIARY COLOR

C 0% M 85% Y 91% K 0% R: 239 G: 62 B: 54 #EF3E36

C 75% M 68% Y 67% K 90% R: 000 G: 000 B: 000 #000000

SECONDARY COLOR

TERTIARY COLOR

C 2% M 39% Y 100% K 12% R: 217 G: 149 B: 25 #D99519

C 0% M 0% Y 0% K 0% R: 255 G: 255 B: 255 #FFFFFF

BRAND COLOR SYSTEM Color plays an important role in LakhBenarasâ&#x20AC;&#x2122; identity. The used colors are symbolic of the craft heritage throughout the centuries.

The artisans have been working on this palette traditionally, hence justifying the use of these colors.

The brand uses solid colors to evoke a sense of simplicity.

Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media.

PRINT COMMUNICATION

CORPORATE STATIONERY SYSTEM

BRAND COLOR SYSTEM Stationery is a primary means of communiction and it is essential that every application be a constant reflection of corporate identity.

There is only one approved design format for all business and corporate unit stationery.

CORPORATE STATIONERY SYSTEM

CORPORATE LETTERHEADS

Letterhead Parameter Dimensions A4

Paper Weight 100 gsm

Print

CMYK Digital Letter head shows the approved layout with the primary elements of Lakh benaras stationery system for the frontside of letterheads.

Usage:

The corporate letterhead will be used for all official external communication of Lakh benaras company.

CORPORATE STATIONERY SYSTEM

CORPORATE VISITING CARDS Front

Visiting Cards Parameter Dimensions

3.5 x 2 Inches

Paper Weight 300 gsm

Print

CMYK Digital Letter head shows the approved layout with the primary elements of Lakh benaras stationery system for Business cards.

Usage:

Corporate identity cards will be used for all official contact and external communication of Lakh Benaras.

Back

CORPORATE STATIONERY SYSTEM

CORPORATE ENVELOPES

Envelopes Parameter Dimensions

3.5 x 2 Inches

Paper Weight 120 gsm

Print

CMYK Digital This shows the approved layout with the primary elements of Lakh benaras system for envelopes.

CORPORATE STATIONERY SYSTEM

CORPORATE DIARY

Back

Corporate Diary Parameter Dimensions A5

Paper Weight Hard bound

Print

CMYK Digital Diary shows the approved layout with the primary elements of Lakh benaras stationery.

Front

PACKAGING

ARTISAN TAG & PRICE TAG

Artisan Tag Parameter Dimensions 3 x 3 Inches

Paper Weight Textured Sheet

Print

CMYK Digital

Usage:

Artisan Tag helps to educate the customers about how their money is used to support the Artisan.

PACKAGING

WRAPPING PAPER & GIFT TAG

Gift Tag Parameter Dimensions 3 x 3 Inches

Paper Weight

Wrapping Sheet Parameter

Textured sheet 150 gsm

Dimensions

Print

Paper Weight

CMYK Digital

Usage:

Gift Tags are tags used for sending Best compliments to our customers for building good relations with them.

2 x 1 Feet

150 gsm

Print

CMYK Digital

Usage:

Wrapping Sheet is used to wrap the gifts.

PACKAGING

PRODUCT BOX

Product Box Parameter Dimensions

6 x 3. 7 Inches

Material

Cardboard

Print

CMYK Digital

PACKAGING

GIFT BOX

Box Parameter Dimensions 6 inches

Paper Weight 120 gsm

Print

CMYK Digital

Usage:

Gift boxes are premium boxes specially used when there is a gifting order.

PACKAGING

PAPER BAGS

Paper Bags Parameter Dimensions A5

Paper Weight 120 gsm

Print

CMYK Digital

Usage:

Shopping Bags are used for carrying products and promote the brand as they act as an advertising tool as well.

PROMOTION

HOARDINGS

Hoardings Parameter Dimensions 5 x 2.5 Feet

Paper Weight 170 gsm

Print

CMYK Digital

Usage:

Hoarding is a type of advertisemnt that helps inform the public about the new launch of collection or describing about what they usually deal with.

PROMOTION

STANDIES

Newsletter Parameter Dimensions 5 x 2 inches Paper Weight 120 gsm

Print

CMYK Digital

Usage:

Standie is a type of advertisemnt that helps inform the customers about the event by the brand.

AUDIENCE REACH

WEBSITE & NEWSLETTER

Newsletter Parameter Print

Online

Usage:

Newsletter is sent to maintain a regular touch with the customers and inform them about the best buys, discounts, new range and new collections.

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