brand guidelines

contentThese guidelines describe the basic

elements of the Communication Design department identity in Pearl Academy

and provide detailed examples of its application.

The correct application of these basic elements is essential to maintaining the

integrity of this identity.

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content indexThese guidelines must be followed closely as any deviation will weaken the overall image.

Ideology

Identity

Construction

Taglines

Clearspace / bleed

Minimum size

Colour

Identity as text

Visual system

Colour palette

Image style

Graphic elements

Pattern

Apllications

Business cards

Stationery

Tee shirts

Web

Infographic

Open Works

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ideologyCommunication Design in Pearl Academy provides an environment where students are free to explore their creativity and discover their inner designer. We believe in working hard, and having a great time doing it. By connecting work with play, this course makes itself 100% student friendly and far from boring.

The identity is based on the idea of connecting work with play and loving what you do.

work

play

work + play = work play

w rk lay

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identityThe CD symbol is made up of a C and D, the initials of Communication Design. The C connects with D in a playful way.

The CD symbol showcases the department’s dynamism and its connection between work and play. It exudes a vibe that is creative and playful. This concept of fun and movement has been embraced and reflected in all branding applications.

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constructionThe logo is made up of threecomponents: The CD symbol, the department name and the institute name or the tagline (interchangeable).

The CD logo has two configurations: Primary: Vertical, with or without institute name / tagline.

Secondary: Horizontal, with or without institute name / tagline.

Formal use

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The primary configuration is used whenever possible. The secondary configuration is used where there are space and layout restrictions.

The institute name must be included in the logo when used for formal representation.

When used informally, the institute name can be removed or replaced with a tagline.

whereworkisplaywhereworkisplay

Informal use

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The CD symbol in the logo can also be used alone. The department should eventually come to be recognized by the symbol alone and no next.

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taglinesThe CD identity is based on the con-cept of connecting work with play. The primary tagline, ‘Where work is play’ can be used interchangaebly with the secondary one, ‘Love what you do’, where ‘love’ is denoted by a heart.

whereworkisplay

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The first tagline when used separate from the logo is to be shown as the figure on top where the words work and play connect in the same way as the logo.

‘Love what you do’ can be used without the logo as well, with no change in the font colour, placement or thickness.

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clearspace/bleedTo ensure its integrity and visibility, the CD logo should be kept clear of competing text, small overlapping images or graphics. It must be surrounded on all sides by adequate clearspace— equivalent to half the height of ‘C’ in the symbol.

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minimum sizeThe primary configuration of the logo can be reduced to a minimum of 1 inch with the institute name or tagline and to 0.5 inches without the institute name or tagline.

The secondary configuration of the logo can be reduced to a minimum of 1 inche with the institute name or tagline and to 0.75 inches without the institute name or tagline.

1”

1”

1.5”

0.5”

0.75”

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colourThe colouration of the CD logo is an essential element in setting a recognizable tone and look for the identity. The primary colors for the CD logo are Pink and Turquoise. They are young, vibrant and exciting. Consistent use of color enhances the strength of the identity.

Grey is a secondary colour.

The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

CMYK 65 58 57 36RGB 77 77 77 PANTONE ® 445 C

75100

CMYK 1 98 48 0RGB 235 30 93PANTONE ® 1925 EC

75100

CMYK 83 22 52 3RGB 0 145 135 PANTONE ® 3285 UP

75100

CMYK 0 62 100 0RGB 244 121 32PANTONE ® 172 EC

75100

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52550

52550

52550

52550

The institute name is usually mentioned in orange.

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However, the logo should only necessarilybe used in these colours formally. When used informally, it can be in any of its supportive colours or as white/black with a background of any of its primary, secondary or supportive colours.

CMYK 0 62 100 0RGB 244 121 32PANTONE ® 172 EC

5255075100

CMYK 76 20 11 0RGB 13 160 202PANTONE ® 2995 UP

5255075100

CMYK 69 0 100 0RGB 85 185 72PANTONE ® 360 C

5255075100

CMYK 0 21 100 0RGB 255 200 0PANTONE ® 1235 M

5255075100

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The logo is supposed to reflect the department and course. It is fun, dynamic, flexible. Hence, the restrictions surrounding it are flexible as well. The logo can be made iusing different textures and designing techniques. It should reflect dynamism and creativity. Above are some examples.

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colour: alternateWhen the primary, secondary or supportive colors cannot be used, the CD logo can be black or grey, or reversed to white.

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colour: on imageryAvoid using the logo on imagery. If necessary, place a semi transparent box underneath it to make it more visible. Because every image is different, it is better to choose a color with a strong contrast to the background, preferably desaturated or dull. This would make the logo pop. Place the logo in an area of the image that is not busy in order to make it readable.

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The logo and taglines can also be used in reverse colour on desaturated photographs.

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colour: don’tsThe CD logo should alwaysbe seen clearly and ‘pop’. When using the logo on imagery, always make sure that it is positioned away from any competing imagery and stands out from the background color.

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identity as textConsistency in referring to CD in text is critical in maintaining a strong identity. Use of correct capitalization, style and naming all impact the identity for CD.

123457890!@#$

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Primary Font Family:

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&@”(.,;:#!?)

Helvetica Neue LT Std 25 Ultra LightLorem ipsum dolor sit amet, consectetur adipiscing elit. Sed con-sequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent

bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

Helvetica Neue LT Std 45 LightLorem ipsum dolor sit amet, consectetur adipiscing elit. Sed

consequat metus quis elit egestas auctor. Ut volutpat metus

mauris. Phasellus vulputate felis eu urna congue sollicitudin.

Praesent bibendum rutrum lorem, et mattis sem consectetur id. Phasellus ac est non nibh varius pretium.

Helvetica Neue LT Std 55 RomanLorem ipsum dolor sit amet, consectetur adipiscing elit. Sed consequat metus quis elit egestas auctor. Ut volutpat

metus mauris. Phasellus vulputate felis eu urna congue

sollicitudin. Praesent bibendum rutrum lorem, et mat-tis sem consectetur id. Phasellus ac est non nibh varius

pretium.

Helvetica Neue LT Std 75 BoldLorem ipsum dolor sit amet, consectetur adipiscing

elit. Sed consequat metus quis elit egestas auctor. Ut volutpat metus mauris. Phasellus vulputate felis eu urna congue sollicitudin. Praesent bibendum rutrum

lorem, et mattis sem consectetur id. Phasellus ac est

non nibh varius pretium.AaB

bCcD

d

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visual systemThe CD department’s visual system is designed to be young, playful and dynamic. The visual system will explain the use of color, typography, image style and graphic elements.

CMYK 65 58 57 36RGB 77 77 77 PANTONE ® 445 C

5255075100

CMYK 1 98 48 0RGB 235 30 93PANTONE ® 1925 EC

5255075100

CMYK 83 22 52 3RGB 0 145 135 PANTONE ® 3285 UP

5255075100

CMYK 0 62 100 0RGB 244 121 32PANTONE ® 172 EC

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colour paletteThe CD color palette consists of a primary, secondary and supportive color palette. The consistent use of these colors will create recognition and strengthen the identity. CD must always use this color palette.

The colors shown throughout this manual have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE® is a registered trademark of Pantone, Inc.

CMYK 76 20 11 0RGB 13 160 202PANTONE ® 2995 UP

5255075100

CMYK 69 0 100 0RGB 85 185 72PANTONE ® 360 C

5255075100

CMYK 0 21 100 0RGB 255 200 0PANTONE ® 1235 M

5255075100

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image styleImage style plays a critical role in developing a vivid and meaningful identity for CD. Communication Design image style is creative and joyous. All imagery should support CD’s brand promise, i.e., where work is play.

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graphic elementsThe graphics used to strengthen the identity of the CD dept. of Pearl Academy are vector, a mix of round and straight edges, and in the primary, secondary and supportive colours. A square grid consisting of squares with straight and round edges at random is to be used in this identity. When placed on images, some squares can be semi transparent at the opacity of 50-65.

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Vector graphics used with this identity should have at least one curved edge, and should be in the CD colour palette.

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patternThe pattern developed out of the CD logo can be used on a white or black background. This pattern can be used as a graphic element.

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applicationCommunication Design’s visual identity will come to life on the materials we use to communicate. These include stationery, signage, marketing materials and other media. Correct and consistent use of the visual system will be the determining factor for a successful identity.

This section provides sample layouts and mechanicals that illustrate how all of the visual elements come together to create a distinct identity.

Business cards front

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business cards

Business cards back

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stationery46

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tee shirts

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website50

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infographicAn infographic explaining what communication design is for beginners and workshops.

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open worksThe exhibition of graduating works of Communication Design students serves as a platform for placement. Best works are awarded and students get an opportunity to interface directly with professionals from the industry. Open Works is also compiled into a book.

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