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A S C HOO L

EDUCATIO

R

N

UST NA TR S

E S T. 1 9 4 9

BRAND MANUAL


A

S CHOOL

EDUCATIO

R

N

UST NA TR S

E S T. 1 9 4 9

P.O. BOX 705600 KARACHI, PAKISTAN Book design by Group 4 All rights reserved, No part of this book may be reproduced in any form without the written permission of the publisher. Content copyright belongs to Education Trust Nasra School 2013 Š

B R A N D M A N UA L


CONTENTS

The Logo

The School History Mission

ABOUT THIS MANUAL This graphic standard manual is a tool to give a consistent image to Education Trust Nasra School. It will help people to understand it as a stable organization. The manual will guide those who create materials & communications to help communicate the school’s message in a very clear & consistent manner. All of these guide-lines are to be followed and applied appropriately through aspects of branding to establish a strong and powerful image for the school in the market.

10 11

Logo inspiration Logo identity Logo Breakdown Corporate Colors Logo variations Sizing and placement Exclusion zone Acceptable usage Unacceptable usage Corporate typeface Imagery Grey-scale variations Grey-scale color values

Stationery 14 16 18 22 23 24 25 26 28 30 36 38 39

Business Card Letterhead Envelope

Logo applications 42 43 44

School Notebook Office file Report card Uniform Pocket House badges School van Signages Newsletter Brochure Website

48 50 52 54 56 57 58 59 60 61


THE SCHOOL History Mission

8


HISTORY

MISSION

In the year 1949, Mrs. Nasra Wazir Ali began the school, with a nursery class in her living room. In about 3 months, the enitre house had been converted into a School. She went looking for a spacious place to move the school into, as the number of students began to increase rapidly and finally in 1955 she succeeded in renting half a house situated at the back of Empress Market. The place was quite unsatisfactory and small, but provided for a breathing space and thus, Mrs. Nasra Wazir Ali and her brother (late) Mr. Zafarullah Khan Malik decided to establish a trust and transfer the school and all its assets to the trust. Education Trust Nasra School was registered in 1950 and a memorandum was signed.

Our main objective and intention is to provide high quality and economical education to children which will enable them to serve the nation at the highest level in future. Our goal is to provide quality education facilities to all and especially to children who come from families with low-income. Every year the School provides education to more than 11,000 children. The fee charges are very nominal and the Education Trust provides free-ships to the extent of 10%, which are given to the needy and deserving children. At this school, we believe that access to basic education is the right of each individual and not a privilege.

10

THE SCHOOL

In only about three months, the living room and the three bedrooms had been converted in classrooms. She went looking for a spacious place to move the School into as the number of students began to increase rapidly.

Apart from following the regular curriculum, we focus on the character building of students to equip them with high moral values and confidence.

THE SCHOOL

11


THE LOGO Logo inspiration Logo identity Logo Breakdown Corporate Colors Logo variations Sizing and placement

Exclusion zone Acceptable usage Unacceptable usage Corporate typeface Color variations Grey-scale color values


LOGO INSPIRATION Our logo is a combination of two elements, an tree and candle flame. The candle lights an individuals path when they are in a time of need and guides them to the right path. The tree as a symbol denotes growth, and education is one of the most important things which leads to an individual’s growth. In addition, we believe that ‘growth’ as a word very accurately describes the story of this school. Mrs. Nasra Wazir started the school with just her livingroom and it was only her ambition and passion which lead it to where it is right now.

14

THE LOGO

The tree as a symbol denotes growth, and we believe education is one of the most important things which leads to an individual’s growth.

+ THE LOGO

15


EDUCATIO 1/4x

S CHOOL

1/16x

1/4x

A

THE LOGO

x

N

UST NA TR S

R

S CHOOL E S T. 1 9 4 9

16

3/4x

A

The designer should, under each & every circumstances keep to the specifications of the logo to ensure stable & consistent branding for Educational Trust Nasra School.

N

UST NA TR S

R

This is the basic form of our logo. All the proportions, colour and exact letter form, the size and spacing of the lettering are unalterable and should be dealt with care.

EDUCATIO

LOGO IDENTITY

3/4x

5x

E S T. 1 9 4 9

THE LOGO

17


LOGO BREAKDOWN

Circular Band The designer must always make sure that the circular band in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo.

Iconography The school logo uses iconography of a tree and candle flame. A candle guides a person towards the right path and the tree signifies growth which education brings. The school prides itself in having these qualities and hence this shape was derived.

x In any logo size, the size of the flame will be taken as x to arrive at the width and height of the entire logo.

The designer has been given liberty to use this icon without the rest of the logo as creatively as possible as long as its essence isnt lost.

18

THE LOGO

The circular band should be three-fourth of x height. It should always be scaled accordingly

3/4x

3x

Line weight The designer must always make sure that the stroke of the line in the logo must be kept according to the original logo, along with being proportional in all sizes of the logo.

The circular band should be one-sixteenth of x height. It should always be scaled accordingly

1/16x

THE LOGO

19


Logo Type

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

123456789

20

THE LOGO

S

Optima LT ABCDEFGHIJKLMNOPQRSTU VWXYZ

S CHOOL

ABCDEFGHIJKLMNOPQRSTU VWXYZ

1/4x

A

Miller Display

N

T

RUST NA

R

The proportions, exact letter form, sizing and spacing of the lettering of the logo are unalterable and should be dealt with care.

The name of school will always be typed in Miller display and should be one-fourth of the x height. It should always be scaled accordingly

EDUCATIO

Our logo uses two typefaces, which can be downloaded from the web by any designer who is designing for Education Trust Nasra School.

The secondary typeface in the logo is Optima LT.

The date of establishment will always be typed in Optima LT and should be one-fourth of the x height. It should always be scaled accordingly.

E S T. 1 9 4 9

1/4x

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

123456789

THE LOGO

21


corporate Colors

THE LOGO

C 10 M 30 Y 100 K0

R 230 G 180 B 35

C 60 M 25 Y 100 K 10

R 110 G 145 B 60

Pantone Process Uncoated DS 285-1 U

Pantone Process Uncoated DS 6-3 U

There are two versions of the logo: 01 Standard logo 02 Icon logo The Standard logo is the preferred version and should be used wherever possible. The icon version should be used when such creative use is required and the standard logo cannot be applied or where the space available is more appropriate to the icon.

EDUCATIO

R0 G 100 B 45

N

UST NA TR S

S CHOOL

22

C 95 M0 Y 100 K 50

A

Yellow is the other corporate color for the school. Yellow as a color represents enlightenment, luminosity, hope, and opportunities. It represents the school’s brand values of education and hope for all.

For any reproductions the designer should always keep to the following values of each color system.

R

The corporate color for Education Trust Nasra School is green. Green is famously known as the color of nature, fertility, and life. It represents the school’s brand values of growth & and learning.

Logo Variations

E S T. 1 9 4 9 Pantone Process Uncoated DS 297-2

Standard logo

Icon logo

THE LOGO

23


Exclusion Zone A

The designer has to keep in mind that the logo will not be placed diagonally.

x

THE LOGO

x

x

x

x

E S T. 1 9 4 9

x

24

S CHOOL

16mm E S T. 1 9 4 9

N

x

UST NA TR S A

The width of the minimum clear space border must always equal x.

33mm

x

R

S CHOOL

EDUCATIO

N

The diagram shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances.

UST NA TR S R

The Standard logo should not appear smaller than 33mm in height. The Icon logo should not appear smaller than 15mm in height.

EDUCATIO

Sizing

x

x

THE LOGO

25


Acceptable usage

S CHOOL

EDUCATIO

A

EDUCATIO

UST NA TR S

E S T. 1 9 4 9

E S T. 1 9 4 9

The full color logo can be placed on a white background.

N

R

S CHOOL

The full color logo, with a white outline, can be placed only on green color background.

UST NA TR S

A

THE LOGO

E S T. 1 9 4 9

N

R

26

UST NA TR S

S CHOOL

S CHOOL

The full color logo, with a white outline, can be placed only on corporate yellow color background .

N

A

A E S T. 1 9 4 9

EDUCATIO

UST NA TR S

R

N

R

EDUCATIO

The logo can only be used in the way the illustrations below mention.

If the icon version is being used on a colored background, it should be in inverse.

The logo can be accompanied with the name of school if the logo size becomes too small.

THE LOGO

27


EDUCATIO

EDUCATIO

EDUCATIO

D U C AT I E E D U C AT IO O

E D U C AT I O

DUCAT E EDUCATIIO O

EDUCATIO

DUCAT E EDUCATIIO O

UST NA TR S S CHOOL

S CHOOL

S CHOOL

DUCAT E EDUCATIIO O

A

A

EDUCATIO

N

RA

N

UST NA TR S

R

R

THE LOGO

HO CH OL SC OO S L

28

The logo cannot be placed on a gradient background.

N

UST NA TR S

E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9

EST EE . 1 9 4 9 SSTT. 1. 1994499 The full color logo cannot be placed on any color except green and yellow backgrorund.

A RA R

N

U S T NRRAUUSSTT NNAA TT S SS NN SC H OOL

S CHOOL

OOL S CHO A S CH OL RA R

UST NARRUUSSTTNNAA TR TTS SS NN

A

E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9

N

R

S CHOOL

OOL S CHO A S CH OL RA R

UST NARRUUSSTTNNAA TR TTS SS NN

A

S CHOOL

E S T. 1 9 4 9 E S E ST.T1. 19 94 49 9

N

R

A

OOL S CHO A S CH OL RA R

UST NARRUUSSTTNNAA TR TTS SS NN

R

N

TR

RA

The diagram below shows the minimum distance from the logo that must be free from all other graphic elements, such as images, text and icons. It must never be compromised under any circumstances.

EDUCATIO

unacceptable usage

On a colored background, the logo cannot be placed without a white line of seperation.

E S T. 1 9 4 9 The typeface used in the logo should always be white.

E S T. 1 9 4 9 The icon should not touch any sides in a space.

E S T. 1 9 4 9 The logo should not be enlarged unproportionately.

THE LOGO

29


Corporate typeface Primary corporate typeface for the school is Miller and should not be changed by designers or print houses. This is to insure that consistency of visual identity of Educational Trust Nasra School is maintained. It will be used for headlines and name of school in the logo.

Miller Display miller display sc italic Miller Text Miller Text Bold Italic Miller Text sc italic

30

THE LOGO

ABCDEFGHIJKLMNOPQR STUVWXYZ

20pt

Miller display

Lowercase

abcdefghijklmnopqrstuvwxyz

17pt

Miller display

Small caps

abcdefghijklmnopqrstu-

15pt

Miller display

13pt

Miller display

10pt

Miller display

All caps

Miller is a transitional serif typeface. It is well known for its clarity and contrast. The Miller font family was designed by Matthew Carter and developed by Carter

A

vwxyz

Numerals Punctuations Special Characters

1234567890 .;:’,?�!({[]})_~ $#@%

THE LOGO

31


Secondary corporate typeface for the school is Optima LT and should not be changed by designers or print houses. This is to insure that consistency of visual identity of Educational Trust Nasra School is maintained. It will be used for body copy and date of establishment in the logo.

Optima LT Optima LT Italic Optima LT DemiBold Optima LT Medium Optima LT Medium Italic Optima LT Bold Optima LT Bold Italic Optima LT ExtraBlack

32

THE LOGO

The Optima typeface is designed by the type designer Hermann Zapf. It is distinguished by its flared terminals. The curves and straights of the Optima fonts vary minutely in thickness.

A

All caps Lowercase Small caps

ABCDEFGHIJKLMNOPQRSTU VWXYZ

20pt

Optima LT

abcdefghijklmnopqrstuvwxyz

17pt

Optima LT

15pt

Optima LT

13pt

Optima LT DemiBold

10pt

Optima LT

abcdefghijklmnopqrstuvwxyz

Numerals

1234567890

Punctuations

.;:’,?”!({[]})_~

Special Characters

$#@%

9pt

Optima LT DemiBold

8pt

Optima LT

THE LOGO

33


For digital media, typeface to be used is Aller Sans for legibility purposes. It should not be changed by designers or print houses. This is to insure that consistency of visual identity on such media is maintained. It will be used just for body copy.

Aller Sans Aller Sans Italic Aller Bold Aller Bold Italic Aller Light Aller Light Italics

34

THE LOGO

Aller Sans was designed as part of the Danish School of Media and Journalism’s new CI. It is bold and sophisticated, known for its readablity.

A

All caps Lowercase Small caps Numerals Punctuations Special Characters

ABCDEFGHIJKLMNOPQRSTU VWXYZ

20pt

Aller Sans

abcdefghijklmnopqrstuvwxyz

17pt

Aller Sans

15pt

Aller Sans

13pt

Allar Sans Bold

10pt

Aller Sans

abcdefghijklmnopqrstuvwxyz

1234567890 .;:’,?”!({[]})_~ $#@%

9pt

Aller Sans Bold

8pt

Aller Sans

THE LOGO

35


IMAGERY Acceptable Imagery

Unacceptable Imagery Imagery which portrays the school as deserted and inactive, such as those below will not be featured in branding.

Education Trust Nasra School makes use of photograps for its marketing when required. Photographs will be used in print ads, website, brochures, and other such media to support the school. It must be made sure that each picture must give the impression of the school being full of activity.

36

THE LOGO

THE LOGO

37


Grey Scale E

UCAT EDUCATEID IO O UCAT EDUCATEID IO O

UCAT EDUCATEID IO O

N

LSCHOOL S CHOO A R

E S T. 1 9 4 9

UST NA TR S A

LSCHOOL S CHOO A R

UST NA TR S

N

R

A

THE LOGO

R

38

N

E S T. 1 9 4 9

E S T. 1 9 4 9

UST NA TR S

Grey-scale colors

UST NA TR S

Black and White

S T. 1 9 4 9

N

N

LSCHOOL S CHOO A R

E S T. 1 9 4 9

UST NA TR S

A

UST NA TR S

N

R

N

LSCHOOL S CHOO A R

UCAT EDUCATEID IO O

UST NA TR S

A

The full color, grayscale, spotcolor and highcontrast variations of symbol are to be used in specified places and given conditions.

N

R

GrAY SCALE variations

UST NA TR S

E S T. 1 9 4 9

E S T. 1 9 4 9

E S T. 1 9 4 9

Inverse

Spot color

The color values for grey-scale version of logo should always be as specified in the manual to ensure consistent use.

For any reproductions the designer should always keep to the following values of each color system.

C 70 M 60 Y 60 K 45

R 65 G 65 B 65

Pantone Process Uncoated DS 325-2 U

C 60 M 50 Y 45 K 15

R 110 G 110 B 110

Pantone Process Uncoated DS 325-3 U

THE LOGO

39


STATIONERY Business Card Letterhead Envelope


1.5x

UST NA TR S R

A

4.25x

S CHOOL

EDUCATIO

1.5x

N

4.25x

E S T. 1 9 4 9

E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com

Business card EDUCATIO

S CHOOL

The card will follow the standard size of 2” X 3.5” .

Headline To, Name of Person

A

The information is to be typeset only in Optima, in 8 pt size.

N

Letterhead

R

The illustrations below describe the size, spacing and the placing of logo with the typesetting for the business card.

x UST NA TR S

4.25x

E S T. 1 9 4 9

x x Charlotte D’Souza Management Director E: info@ents.com T: 0333-3456721 www.ents.com Saddar 55 Depot Lines, Karachi, Pakistan

3x

x

The illustration on the right describes the spacing and the placement of the symbol with the typesetting for the letterhead.

This is a brand manual containing rules and regulations to be followed for the branding of Nasra School. It is to ensure a consitent image for this school in the market.

For headline 14pt. size Miller display is to be used. For body copy 10 pt. size Optima Ltd is to be used.

Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances. Sincerely Yours, Person’s name Designation Telephone 0300-1234567 Email email@email.com

For designation, contact and address info 8pt. size Optima Ltd is to be used with a value of 80% gray. The campus addresses will be typset in Optima LT 7pt size, 70% grey. The letterhead will follow the standard size of 8.5” X 11” .

Registration No: Trust Act, 1982 vide document No. 1863, Behi No.1, Book No: 2185

42

STATIONERY

North Karachi

Highway

Saddar

Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi

Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan

Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.

Saddar 55 Depot Lines, Karachi, Pakistan

3.5x

1.5x

Korangi

37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan

1.5x

x

Malir

1.5x

1.5x

3.5x

STATIONERY

43


TR

UST NA S

R

A S CHOOL

E DUCATI O

1.5x

N

4.25x

E S T. 1 9 4 9

5.75x

A

S CHOOL

5.25x

4.25x

5.75x

To, Name of Person

Please read and follow carefully the enclosed instructions. They must not be compromised under any circumstances.

1.75x

Sincerely Yours, Person’s name Designation Telephone 0300-1234567 Email email@email.com

E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com

Saddar

Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.

Saddar 55 Depot Lines, Karachi, Pakistan

44

STATIONERY

3.5x

3.25x Registration No: Trust Act, 1982 vide document No. 1863, Behi No.1, Book No: 2185

1.75x

Malir

Korangi

North Karachi

Highway

Saddar

37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan

Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi

Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan

Sector 3-B,Scheme 33, Super Highway, Gadap Town, Karachi,Pakistan.

Saddar 55 Depot Lines, Karachi, Pakistan

3.5x

1.5x

Highway

Plot # ST-2, Sector 5-J,North Karachi Karachi,Pakistan

1.5x

North Karachi

Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F Korangi

1.75x

Korangi

37/2-3,Hansabad, Rafe-e-Aam Society,Malir Karachi,Pakistan

1.75x

Malir

4.25x

1.75x

E: info@ents.com T: 0333-3456721 www.ents.com Saddar 55 Depot Lines, Karachi, Pakistan

1.75x

4.25x

E S T. 1 9 4 9

Charlotte D’Souza Management Director

The addresses at the back will always be 7 pt.size Optima LT, 70% grey.

UST NA TR S

SCHOOL

E S T. 1 9 4 9

N

A

This is a brand manual containing rules and regulations to be followed for the branding of Nasra School. It is to ensure a consitent image for this school in the market.

R

1.75x

Headline

US T NA TR S SCHOOL

The illustration below describes the size, spacing and placement of the symbol with the typesetting for the envelope. The size of envelope is 9” by 4”.

N

EDUCATIO

4.25x

4.25x

A

E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com

EDUCATIO

E S T. 1 9 4 9

The information is to be typeset only in 8 pt.size Optima LT, 80% grey.

R

ENVELOPE

N

E: info@ents.com T: 0333-3456721 Saddar 55 Depot Lines, Karachi, Pakistan www.ents.com

UST NA TR S R

EDUCATIO

5.75x


LOGO APPLICATIONS School Notebook Report card Uniform Pocket House badges School van

Newsletter Brochure Website Signages


5x

EDUCATIO

S CHOOL

Black and white version of the logo will be used on the notebook.

This is how the school notebook will appear without the grid.

A

The illustration below describes the size, spacing and the placement of our logo for the school notebook The size will be standard A4.

UST NA TR S R

School notebook

N

4.25x

E S T. 1 9 4 9

5x

x

5x

5x 48

LOGO APPLICATIONS

LOGO APPLICATIONS

49


5x

EDUCATIO

S CHOOL

Black and white version of the logo will be used on the notebook.

This is how the office file will appear without the grid.

A

The illustration below describes the size, spacing and the placement of our logo for the office file. The size will be standard A3.

UST NA TR S

R

Office File

N

4.25x

E S T. 1 9 4 9

5x

x

5x

5x

50

LOGO APPLICATIONS

LOGO APPLICATIONS

51


5x

EDUCATIO

S CHOOL

Black and white version of the logo will be used on the report card.

This is how the report card will appear without the grid.

A

The illustration below describes the size, spacing and the placement of our logo for the report card. The size will be standard A3.

UST NA TR S

R

Report card

N

4.25x

E S T. 1 9 4 9

REPORT CARD 5x

x

5x

5x 52

LOGO APPLICATIONS

LOGO APPLICATIONS

53


UNIFORM POCKET

UST NA TR S A

S CHO O L

EDUCATIO

N

This is how the logo will appear on the uniform pocket.

R

The illustration below describes the size, spacing and placement of our logo for the uniform pocket.

5x

4.5X

E S T. 1 9 4 9

X

1.25X

54

LOGO APPLICATIONS

LOGO APPLICATIONS

55


HOUSE BADGES

School VAN

The illustration below describes the size, spacing and placement of our logo icon for the house badges.

The illustration below describes the size, spacing and the placement of our logo for the school van.

1.5� 1.25x X x

56

LOGO APPLICATIONS

LOGO APPLICATIONS

57


A

S C HO O L

EDUCATIO

UST NA TR S R

N

E S T. 1 9 4 9

SIGNAGE The illustrations below describe the size, spacing and placement of captions on the signage in the schools.

TOILETS The size of each plate will be 4.5 by 13. The caption will be embossed in Miller Display.

FACULTY

LEARN QUARTERLY

2.25x JAN 2013 ONLINE NEWSLETTER

VOLUME 15

NEWSLETTER The illustration below describes the size, spacing and the placement of our logo for the school online newsletter. It gives the description of the masthead.

The newsletter logotype will be set in Miller display 55pt size, 20pt size. The date will be set in Optima LT extraback 16pt size.

CLASSROOMS

Other masthead details will be set in Optima LT demibold 12pt size, 70% grey.

ADMINISTRATION

2.25x 58

LOGO APPLICATIONS

LOGO APPLICATIONS

59


A O S CH OL

EDUCATIO

UST NA TR S R

WEBSITE

bROCHURE

N

E S T. 1 9 4 9

educational trust

search

NASRA SCHOOL Home

About History

Campuses Mission

Academics

Admission

Organization Structure

Careers

Alumni

Founders & Trustees

Excellence in education

The illustration below describes the size, spacing and the placement of our logo on the brochure.

The size of the brochure will be 5“ by 8”.

The image below shows the size, placement and spacing of the logo on the website. NEWS & UPDATES

The photograph will cover the entire brochure.

26

Agha Khan Board Examination

The logo will appear on a white band. EDUCATIO

9x

E S T.

A

S C HO O L

EDUCATIO

UST NA TR S

UST NA TR S

1949

Pool installed in gymnasium.

5 Annual Table Tennis tournament.

O S CH OL

N

N

A

Celebrating 63 years of academic excellence R

The body text will be Optima 10pt size.

2.25x R

The headline will be set in Optima LT Bold 20pt size.

march 2013

Match series on main campus.

march 2013

All campuses admissions will open.

educational trust

NASRA SCHOOL Home

About

CAMPUS CONTACTS

Campuses

E S T. 1 9 4 9

History

5.5x

Mission Korangi

Organization Structure Malir Highway

Dar us Salam, Co-op Housing Society Ltd. Sector 31,Sub Sector-F

Sector 3-B, Scheme 33, Super Highway, Gadap Town.

37/2-3, Hansabad, Rafe-e-Aam Society,

North Karachi

Saddar

Plot # ST-2, Sector 5-J,

55,Depot Lines,

2.25x

60

LOGO APPLICATIONS

LOGO APPLICATIONS

61


CONTACT US For further information on how to use this manual contact.

Mr Danish Sabir 0332-1223445

Ms Charlotte D’Souza 0332-1223446

Mr Abid Abideen 0332-7499456


Nasra School  

Brand Manual

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