UNIVERSITY OF LOUISVILLE
DIRECTED PROJECT - FALL 2024
The ethical and spiritual path that one must follow based on their role in society and stage of life.
Born of Indian roots and Kentucky soil, Dharma is a smallbatch clothing brand weaving sustainability with narrative. Each piece is an ode to vibrant heritage and authenticity, inviting wearers to embrace their authentic and unique dharma.
LOGOS
SIGNIFICANCE
Dharma’s logos are inspired by Louisville’s fleur de lis, with a texture reminiscent of India’s woodblock printing.
Three versions of the logo mark are provided to ensure visibility throughout all applications.
mark
word mark
mark
It is crucial that adequate space is allowed around the logo to ensure that there is no crowding. Follow spacing of one dharma “r”.
EXAMPLES OF MISUSE
Never re-design, distort, or alter the logo in any way. Color May be changed but only to existing brand colors, following accessibility guidelines.
PRIMARY TYPEFACE
Futura PT is to be used for long form text and important information.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#%^&*(){}<>:;
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#%^&*(){}<>:;
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#%^&*(){}<>:;
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#%^&*(){}<>:; Italic
ABCDEFGHIJKLMNOPQRSTU VWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#%^&*(){}<>:; Script
Courier New is to be used for short form text. Fig is to be used sparingly as an accent typeface.
CARDINAL
CMYK: 17/100/98/7
RBG: 193/32/38
HEX: #C12026
CLEMENTINE
CMYK: 1/76/100/0
RBG: 241/98/18
HEX: #F16212
OLIVE
CMYK: 44/35/100/9
RBG: 147/137/0
HEX: #938900
INDIA INK
CMYK: 75/68/67/90
RBG: 0/0/0
HEX: #000000
PLUMB
CMYK: 41/98/60/55
RBG: 90/0/40
HEX: #5A0028
CREAM
CMYK: 1/1/10/0
RBG: 251/249/231
HEX: #FBF9E7
Dharma’s palette includes seven colors: three primary, two secondary, and two accent colors.
POPPY
CMYK: 7/99/34/0
RBG: 223/27/107
HEX: #DF1B6B
Primary colors should be used for large blocks of color, secondary for small blocks of color, and accent for small elements. RATIO
The above color accessibility guidelines should be strictly followed throughout every application.
IMAGE STYLE
Images used throughout the design system should emphasize narrative, culture, and process. Chosen images should always aim to communicate Dharma’s values.
Dharma’s stitch patterns can be applied in any color that adheres to accessibility guidelines and are encouraged to be used in combination with images. Examples of acceptable pattern layering can be found in applications section.
