Corporate Identity - Erehwon Consulting
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Identity Manual
2009
Featuring Erehwon’s identity, before the re-design exercise. The internal brief for the new identity outlined an orbit-shifting change in terms of visual cues, design and execution.
Erehwon | Logo Story Erehwon's new look. And what it means.
What we worked on, as the desired effect l
Get away from the “formula approach” to logo design, which delivers predictable results.
l
Create a graphic / mnemonic that breaks the monotony of assembly-line typography.
l
Make a departure from straight lines and geometrically positioned visual components.
l
Create a vibrant innovation platform that visually signifies a fountainhead of creativity.
Breaking the mold l
The loops springing out from the letter “h” signify innovation orbits and hold the Erehwon name together.
l
The loop graphic also signifies a “knowledge tree” or a fountainhead of inspiration.
l
The typeface blends well with the visual treatment projecting a company that dares to be different.
l
While the treatment of typeface integration is nonconventional, it does not take away from the legibility aspect.
l
The fiery red color choice further accentuates the bold, innovative orientation of the company.
The response it encapsulates Unusual, arresting - arouses interest and curiosity. Sets the tone for our “innovation platform”.
03
Erehwon | Mascot Retaining the human element One component that is still critical to the new identity is the human element in an astral embrace outstretched arms reaching out to explore higher realms of inspiration. This will be retained as a mascot in applications, across the board. Concept extension Importantly, this visual composition lends itself well to a 3-D version that could be placed in the lobby / reception areas of Erehwon offices (and maybe on employee desks as well.)
04
Corporate Signature | Specifications The composite image featured here is the new corporate identity adopted by Erehwon Innovation Consulting Private Limited. This new logo featured below, to be used across legal, statutory, branding, public relations and advertising applications.
4
1
2
3
1 Logo type 2
Shadow / Design element
3 Corporate theme line 4 Fountain / Anchor / Design element
Usage restricted to the parameters and guidelines specified in the manual.
05
Usage Guidelines | Scale l
The master-grid presented here, outlines relative dimensions. Please review grid profile carefully to ensure accurate conformance in terms of sizing and color indexing.
l
It is important to also consider breathing space around the logo, especially in advertising and promotion effort, where there could be other visual components placed near the logo.
1
10
20
30
40
50
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Logo with optimum breathing space.
Logo and tagline with the minimum permissible space around it to prevent visual invasion of other graphic and text components.
Any deviation from the visual formats outlined here will construe as non-compliant with the new logo specifications described in this manual.
06
Usage Guidelines | Colour Index A
B
C
CMYK Process
CMYK Process
CMYK Process
Pantone Process
Pantone Process
Pantone Process
DS 325-1 C
DS 174-9 C
C10 M100 Y97
DS 77-1 C
K: 100
K: 12
A
C
C
B
Greyscale
A
B
CMYK Process
CMYK Process
Pantone Process
Pantone Process
DS 325-1 C
DS 174-9 C
K: 100
K: 12
A
B
B
A
There could be marginal variations from the color palette featured here, in digital reproductions and printouts. The offset process however, allows total control on color compliance.
07
Usage Guidelines | Background Colours After a series of image clarity tests done internally, we have arrived at a format that stands out clearly against a white background.
As it may not always be possible to use a white background, we recommend a background reference as shown below.
“Indian Yellow” (Pantone DS 5-1C or C:0 M:20 Y:100 K:0) with a 12% deepening for the drop-shadow. 08
Usage Guidelines | Font Foundry Here, we feature the prescribed font palette for the corporate identity exercise. For legal, statutory, branding, public relations and advertising applications.
Headline Font: Example of “headline” or “crosshead” font usage for internal communications, advertising and promotional materials.
Eras Demi ITC - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Eras Bold ITC - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/?
Franklin Gothic Book - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Common Font: Example of “body copy” or “text” font for internal communications, advertising and promotional materials.
Franklin Gothic Medium - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Franklin Gothic Demi - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/?
09
Usage Guidelines | Correct Usage This example illustrates the correct use of a digital image when you import the logo into a graphics program on the computer. The example here helps you prevent even the smallest distortions in use.
Incorrect usage Distorted logo image (digital)
Displaced / disproportionate logo image and incorrect color usage
These visual guidelines apply to all digital file formats on the computer, as well as mechanical ink transfer methods, as in screen printing.
10
Usage Guidelines | Stationery Featured here are examples of how the new identity is adapted to stationery - across letterheads, envelopes and business cards. It is essential that these formats are followed carefully to ensure total compliance - in terms of layout, typography, use of graphic, colors and reproduction values.
Business Cards Franklin Gothic Medium 8pt. Franklin Gothic Book 7pt. 5.0 mm
Name | +91 98450 00001 | [email protected]
Front >
54.0 mm
INDIA
|
SWITZERLAND
|
USA
|
SINGAPORE
5.0 mm 89.0 mm
Logo element in background as watermark 86% Black on 100% Black Erehwon mascot in background
Back > Erehwon Innovation Consulting Pvt Ltd th th 1894, 8 Cross, 4 Main, HAL III Stage, Bangalore - 560075 Ph: +91 80 40535000 Fax: +91 80 41153230
Franklin Gothic Medium 7pt. Franklin Gothic Book 7pt.
www.erehwonconsulting.com
5.0 mm
Franklin Gothic Medium 7pt. (Double spacing between characters)
Recommended material stock: Pure white ivory card 300gsm.
11
Usage Guidelines | Stationery Letterhead (A4 size) 50.0 mm
24.0 mm 12.0 mm
29.7 mm Center Aligned
Franklin Gothic Medium 10pt. Franklin Gothic Book 9pt. 8.0 mm 21.0 mm Logo element in background as watermark 8% Black
Franklin Gothic Medium 9pt. (Double spacing between characters)
Recommended paper stock: Pure white Maplitho or any other quality 100gsm. The continuation sheet should be without the address and tag line/theme line in the logo unit.
12
Usage Guidelines | Stationery Document Envelope
Flap
35.0 mm
Folding area (flap)
310.0 mm
Logo element in background as watermark 8% Black
12.0 mm Franklin Gothic Medium 11pt. Franklin Gothic Book 10pt. Franklin Gothic Medium 10pt. (Double spacing between characters)
13.0 mm
15.0 mm
55.0 mm Center aligned
230.0 mm
Recommended paper stock: Pure white Maplitho or any other quality 120 gsm.
13
Usage Guidelines | Stationery Mailing Envelope
105.0 mm
Flap
7.5 mm
6.0 mm
10.0 mm
40.0 mm Center aligned
235.0 mm
27.0 mm
Franklin Gothic Medium 9pt. Franklin Gothic Book 8pt. Franklin Gothic Medium 8pt. (Double spacing between characters)
Recommended paper stock: Pure white Maplitho paper or any other quality 120 gsm.
Logo element in background as watermark 8% Black
14
www.erehwonconsulting.com
The contents of this manual are the intellectual property of Erehwon Innovation Consulting Private Limited. Usage is restricted to legal, statutory, branding, public relations and advertising - handled by internal departments, business partners and franchisee partners.
For information and updates, please get in touch with :
Erehwon Innovation Consulting Pvt Ltd th
th
1894, 8 Cross, 4 Main, HAL III Stage, Bangalore - 560 075 Tel: +91 80 40535000 Fax: +91 80 41153230 This comprehensive redesign of Erehwon's corporate identity was handled by CREATIVE NETWORK, Bangalore, INDIA.
2009
Featuring Erehwon’s identity, before the re-design exercise. The internal brief for the new identity outlined an orbit-shifting change in terms of visual cues, design and execution.
Erehwon | Logo Story Erehwon's new look. And what it means.
What we worked on, as the desired effect l
Get away from the “formula approach” to logo design, which delivers predictable results.
l
Create a graphic / mnemonic that breaks the monotony of assembly-line typography.
l
Make a departure from straight lines and geometrically positioned visual components.
l
Create a vibrant innovation platform that visually signifies a fountainhead of creativity.
Breaking the mold l
The loops springing out from the letter “h” signify innovation orbits and hold the Erehwon name together.
l
The loop graphic also signifies a “knowledge tree” or a fountainhead of inspiration.
l
The typeface blends well with the visual treatment projecting a company that dares to be different.
l
While the treatment of typeface integration is nonconventional, it does not take away from the legibility aspect.
l
The fiery red color choice further accentuates the bold, innovative orientation of the company.
The response it encapsulates Unusual, arresting - arouses interest and curiosity. Sets the tone for our “innovation platform”.
03
Erehwon | Mascot Retaining the human element One component that is still critical to the new identity is the human element in an astral embrace outstretched arms reaching out to explore higher realms of inspiration. This will be retained as a mascot in applications, across the board. Concept extension Importantly, this visual composition lends itself well to a 3-D version that could be placed in the lobby / reception areas of Erehwon offices (and maybe on employee desks as well.)
04
Corporate Signature | Specifications The composite image featured here is the new corporate identity adopted by Erehwon Innovation Consulting Private Limited. This new logo featured below, to be used across legal, statutory, branding, public relations and advertising applications.
4
1
2
3
1 Logo type 2
Shadow / Design element
3 Corporate theme line 4 Fountain / Anchor / Design element
Usage restricted to the parameters and guidelines specified in the manual.
05
Usage Guidelines | Scale l
The master-grid presented here, outlines relative dimensions. Please review grid profile carefully to ensure accurate conformance in terms of sizing and color indexing.
l
It is important to also consider breathing space around the logo, especially in advertising and promotion effort, where there could be other visual components placed near the logo.
1
10
20
30
40
50
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Logo with optimum breathing space.
Logo and tagline with the minimum permissible space around it to prevent visual invasion of other graphic and text components.
Any deviation from the visual formats outlined here will construe as non-compliant with the new logo specifications described in this manual.
06
Usage Guidelines | Colour Index A
B
C
CMYK Process
CMYK Process
CMYK Process
Pantone Process
Pantone Process
Pantone Process
DS 325-1 C
DS 174-9 C
C10 M100 Y97
DS 77-1 C
K: 100
K: 12
A
C
C
B
Greyscale
A
B
CMYK Process
CMYK Process
Pantone Process
Pantone Process
DS 325-1 C
DS 174-9 C
K: 100
K: 12
A
B
B
A
There could be marginal variations from the color palette featured here, in digital reproductions and printouts. The offset process however, allows total control on color compliance.
07
Usage Guidelines | Background Colours After a series of image clarity tests done internally, we have arrived at a format that stands out clearly against a white background.
As it may not always be possible to use a white background, we recommend a background reference as shown below.
“Indian Yellow” (Pantone DS 5-1C or C:0 M:20 Y:100 K:0) with a 12% deepening for the drop-shadow. 08
Usage Guidelines | Font Foundry Here, we feature the prescribed font palette for the corporate identity exercise. For legal, statutory, branding, public relations and advertising applications.
Headline Font: Example of “headline” or “crosshead” font usage for internal communications, advertising and promotional materials.
Eras Demi ITC - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Eras Bold ITC - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/?
Franklin Gothic Book - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Common Font: Example of “body copy” or “text” font for internal communications, advertising and promotional materials.
Franklin Gothic Medium - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/? Franklin Gothic Demi - 14 points abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@#$%^&*(){}[];”:’~+-\|/?
09
Usage Guidelines | Correct Usage This example illustrates the correct use of a digital image when you import the logo into a graphics program on the computer. The example here helps you prevent even the smallest distortions in use.
Incorrect usage Distorted logo image (digital)
Displaced / disproportionate logo image and incorrect color usage
These visual guidelines apply to all digital file formats on the computer, as well as mechanical ink transfer methods, as in screen printing.
10
Usage Guidelines | Stationery Featured here are examples of how the new identity is adapted to stationery - across letterheads, envelopes and business cards. It is essential that these formats are followed carefully to ensure total compliance - in terms of layout, typography, use of graphic, colors and reproduction values.
Business Cards Franklin Gothic Medium 8pt. Franklin Gothic Book 7pt. 5.0 mm
Name | +91 98450 00001 | [email protected]
Front >
54.0 mm
INDIA
|
SWITZERLAND
|
USA
|
SINGAPORE
5.0 mm 89.0 mm
Logo element in background as watermark 86% Black on 100% Black Erehwon mascot in background
Back > Erehwon Innovation Consulting Pvt Ltd th th 1894, 8 Cross, 4 Main, HAL III Stage, Bangalore - 560075 Ph: +91 80 40535000 Fax: +91 80 41153230
Franklin Gothic Medium 7pt. Franklin Gothic Book 7pt.
www.erehwonconsulting.com
5.0 mm
Franklin Gothic Medium 7pt. (Double spacing between characters)
Recommended material stock: Pure white ivory card 300gsm.
11
Usage Guidelines | Stationery Letterhead (A4 size) 50.0 mm
24.0 mm 12.0 mm
29.7 mm Center Aligned
Franklin Gothic Medium 10pt. Franklin Gothic Book 9pt. 8.0 mm 21.0 mm Logo element in background as watermark 8% Black
Franklin Gothic Medium 9pt. (Double spacing between characters)
Recommended paper stock: Pure white Maplitho or any other quality 100gsm. The continuation sheet should be without the address and tag line/theme line in the logo unit.
12
Usage Guidelines | Stationery Document Envelope
Flap
35.0 mm
Folding area (flap)
310.0 mm
Logo element in background as watermark 8% Black
12.0 mm Franklin Gothic Medium 11pt. Franklin Gothic Book 10pt. Franklin Gothic Medium 10pt. (Double spacing between characters)
13.0 mm
15.0 mm
55.0 mm Center aligned
230.0 mm
Recommended paper stock: Pure white Maplitho or any other quality 120 gsm.
13
Usage Guidelines | Stationery Mailing Envelope
105.0 mm
Flap
7.5 mm
6.0 mm
10.0 mm
40.0 mm Center aligned
235.0 mm
27.0 mm
Franklin Gothic Medium 9pt. Franklin Gothic Book 8pt. Franklin Gothic Medium 8pt. (Double spacing between characters)
Recommended paper stock: Pure white Maplitho paper or any other quality 120 gsm.
Logo element in background as watermark 8% Black
14
www.erehwonconsulting.com
The contents of this manual are the intellectual property of Erehwon Innovation Consulting Private Limited. Usage is restricted to legal, statutory, branding, public relations and advertising - handled by internal departments, business partners and franchisee partners.
For information and updates, please get in touch with :
Erehwon Innovation Consulting Pvt Ltd th
th
1894, 8 Cross, 4 Main, HAL III Stage, Bangalore - 560 075 Tel: +91 80 40535000 Fax: +91 80 41153230 This comprehensive redesign of Erehwon's corporate identity was handled by CREATIVE NETWORK, Bangalore, INDIA.
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