BRAND GUIDELINES - old.nasscom.inold.nasscom.in/sites/default/files/NASSCOM_logo.pdf · Pantone:...
Transcript of BRAND GUIDELINES - old.nasscom.inold.nasscom.in/sites/default/files/NASSCOM_logo.pdf · Pantone:...
BRANDGUIDELINES
n a s s c o m | B R A N D G U I D E L I N E S R Ay+ K E S h AvA N | T h E B R A N D U N I o N
NASSCOM Brand IdentityLogoColour PaletteTypographyLook & Feel
nasscom | BRAND GUIDELINES | ThE NASScom BRAND 6
Do noT
Do not attempt to recreate the logotype or change its font The logo should always be sharp and clear
the nasscom logo
NASScom Logo
The NASSCOM Logo is simple, elegant and effective. The upper-case letterforms originated because ‘NASSCOM’ was short for National Association of Software Companies’. The organization has since evolved to become inclusive of all IT companies and the company name is now used only for statutory purposes. The brand name is only NASSCOM. However, the upper-case letters still serve the brand well because they communicate solidity and stature. Even in text, the word ‘NASSCOM’ must be written in upper-case.
The colour of the NASSCOM logo is a rich maroon – a colour that evokes ‘Indianness’ as much as it conveys warmth and depth.
Do not change the orientation of the logo
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Do noT
Do not change the colours of the logo
nasscom maroon
logo in reverse
The NASSCOM logo employs one colour, the NASSCOM Maroon. The only other permitted version is the Reversed Version of the logo. This version permits the use of five other colours (see the Brand Colour Palette section). The logo should only be used in the specified brand colours.
Logo colours
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various logo placementsLogo PlacementIn all its applications, the Reversed Version of the logo appears within a confined shape which may be a square or rectangle and which is either always in the NASSCOM Maroon or any of the other five brand colours. This is to make sure the logo does not appear on an image or cluttered background.
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Do noT
Do not scale the logo disproportionately. Do not make the logo smaller than the minimum recommended size.
logo sizes
minimum: 20 mm width
maximum: any desired size
Scaling the LogoThe NASSCOM Logo can be used in any desired size subject to a minimum width of 20mm. This is to ensure that the subtle details of the logo are always reproduced clearly.
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Do noT
Do not place other elements within theexclusion zone.
Do not place the logo too close to the edge in any application.
x
x
x
Exclusion ZoneA minimum clearspace helps to highlight the logo, giving it greater prominence. A clearly defined exclusion zone should, therefore, always be maintained around the logo. Ensure that it is never compromised by any other graphic, text or imagery.
The exclusion zone around our logo would be the area defined by leaving a uniform clearspace on all sides of the logo, equivalent to the height ‘x’ as shown in the first diagram on the right.
exclusion zone around the logo
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logo in 3d
3d colour logo on a white surface
3d colour logo on brushed steel surface
3d logo in metal on brushed steel surface
3d logo in metal on wood / stone
Logo on various materialsThe NASSCOM Logo lends itself to being reproduced in 3D using different materials for corporate signage. It can also be used in this form on trophies, plaques etc.
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logo on paper, glass and metal
etching on metal
etching on glass
embossing the logo on paper
frosted vinyl stickering on glass
Logo on various materialsThe logo can be etched on glass and metal surfaces for applications like signage, souvernirs, trophies etc. Frosted vinyl can also be used for achieving an etched effect on glass.
The NASSCOM Logo lends itself well to embossing like paper, leather or metal.
Embossing can be used on applications such as diaries, trophies, medals, leather utilities and other such items.
The logo in colour should not be used for embossing.
noTE
Using vinyl stickering is a more viable and economical 1. option than etching on glass for signage applications as it allows for change.
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NASSCOM Brand Colour Palette
nasscom | BRAND GUIDELINES | ThE BRAND coLoUR PALETTE 14
nasscom maroon nasscom teal nasscom dark teal
Pantone: 202C
Process: C26 M100 Y90 K26
Digital: R150 G27 B38
Pantone: 3145C
Process: C100 M0 Y20 K23
Digital: R0 G141 B168
Pantone: 315C
Process: C100 M0 Y12 K43
Digital: R0 G114 B143
nasscom dark blue nasscom light brown nasscom light grey
Pantone: 648C
Process: C100 M62 Y0 K52
Digital: R0 G52 B104
Pantone: 401C
Process: C0 M5 Y11 K23
Digital: R203 G193 B182
Pantone: 431C
Process: C11 M1 Y0 K64
Digital: R106 G115 B123
nasscom dark grey
Pantone: 325-2C
Process: C0 M0 Y0 K85
Digital: R78 G77 B80
Brand colour PaletteApart from the NASSCOM Maroon, we have five other permitted brand Colours that can be used as a background for the NASSCOM Logo on reverse. These colours are also widely used in all the applications of the NASSCOM Brand Delivery Channels.
Pantone ColoursThe Pantone Matching System is a worldwide printing, publishing and packaging colour standard for the selection and control of colour.
CMYK ColoursStands for Cyan, Magenta, Yellow and Black. All offset and most digital printing devices use this mode of resolving colour.
RGB ColoursStands for Red, Green and Blue. All electronic displays, including monitors use this mode of colour.
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NASSCOMBrand Typography
nasscom | BRAND GUIDELINES | ThE BRAND TyPoGRAPhy 16
The primary brand typeface for NASSCOM is Klavika. Typographer Eric Olsen of Process Type Foundry designed this typeface specifically for identity programs and editorial use.
Although initially designed for print usage the square shaped forms of Klavika also make it a great font for use on screen.
Primary Typeface: Klavika
versatile, flexiblerhythmic, high-tech, detailed, reliable
Primary Typeface: Klavika
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klavika (light)
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
1234567890 @$%&{}()/’”|[],.
klavika regular
AaBbccDdEeFfGghhIiJjKkLlmmNn
ooPpQqRrSsTtUuvvWwXxyyZz
1234567890 @$%&{}()/’”|[],.
Primary Typeface: Klavika
to be used across all applications
klavika (medium)
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPp�QqRrSsTtUuVvWw�XxYyZz�
1234567890 @$%&{}()/’”|[],.
klavika (bold)
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPp�QqRrSsTtUuVvWw�XxYyZz�
1234567890 @$%&{}()/’”|[],.
arial (regular)AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPp�QqRrSsTtUuVvWw�XxYyZz� 1234567890 @$%&{}()/’”|[],.
arial (italic)AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPp�QqRrSsTtUuVvWw�XxYyZz� 1234567890 @$%&{}()/’”|[],.
Windows Default Typeface: Arial MsIn cases w�here the ap�p�lication is dep�endant on the user’s system, (p�resentations / w�eb sites / e-mails) it may be necessary to use a Window�s default font. Since target view�ers may not have Klavika installed on their systems, use the Arial MS font family.
arial (bold)AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz� 1234567890 @$%&{}()/’”|[],.
arial (bold italic)AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPp�QqRrSsTtUuVvWw�XxYyZz� 1234567890 @$%&{}()/’”|[],.
nasscom | BRAND GUIDELINES | ThE BRAND ImAGE STyLE 18
Brand Image StyleOur distinctive image style uses close up forms, patterns and textures that evoke a certain mood, relevant to the context of the forum.
We avoid use of people, instead sticking more to abstract visuals.
Do not use people shots Do not use stereotype imagery Do not use long shots Use tightly cropped close-ups instead
do not
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NASSCOM Look & Feel