vermillion - brand manual

CORPORATEDESIGN MANUAL

CREATED FOR :

VERMILLION GROUP

RESPONSIBLE AGENCY :

BASE 501

CREATION DATE :

OCTOBER 2015

BRANDING GUIDELINES AND MANUAL FOR DESIGNERS

DESIGN ANDBRAND GUIDELINES V 1.0

VERMILLIONDESIGN & BRAND GUIDELINES

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TABLE OF CONTENTS

DESIGN ANDBRAND GUIDELINES

Sec. 01 | Introduction

Sec. 02 | Corporate logo

Sec. 03 | Corporate Typography

Sec. 04 | Corporate Color System

Sec. 05 | Corporate Stationery

Sec. 06 | Corporate Images

Sec. 07 | Iconography

Sec. 08 | Summary and Contact

Sec. 09 | Downloads

ISSUE 01VERMILLION DESIGN AND BRAND GUIDELINES CREATED FOR :

VERMILLION GROUPRESPONSIBLE AGENCY : BASE 501

>> TABLE OF CONTENTS

SECTION ONE : INTRODUCTION TO GUIDELINES

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SECTION ONE : INTRODUCTION INTO GUIDELINES

USING THE DESIGN GUIDELINES

These guidelines describe the visual and verbal elements that represent Vermillion‘s corporate identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company.

The Vermillion brand, including the logo, name, colors and identifying elements, are valuable company assets and each of us are responsible for protecting the company’s inte-rests by preventing unauthorized or incorrect use of the Vermillion name and marks.

This guide will serve as a handy tool to ensure the Vermillion branding remains consistent throughout its usage across mediums to reflect our commitment to quality, consistency and style.

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01 / A INTRODUCTION TO OUR DESIGN GUIDELINES AND BRAND MANUAL



>> INTRODUCTION

SECTION ONE : INTRODUCTION INTO GUIDELINES

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VERMILLION GROUP


BASE 501

>> THE VERMILLION LOGO

THE LOGO CONSTRUCTION

CLEARSPACE & COMPUTATION

THE LOGO APPLICATION

INCORRECT LOGO USAGE

SECTION TWO : LOGO AND GUIDELINES

02 / CORPORATE LOGO

RECOMMENDED FORMATS

ARE:

.eps | .ai | .png | .jpg | .tiff

ATTENTION:

Use of any stylized, animated, hand

drawn or other versions of a inofficial

logo is not permitted. This under-

mines the logo system and brand

consistency.

THE FULL LOGOTYPE

Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the the logo symbol itself and our company name as the logotype. They have a fixed relationship that should never be changed in any way.

The Logo Symbol is a minimal shape evoking the simplicity of services offered - the connection between the strength of communication and the different points that influence.

The Logotype has been chosen for its modern, refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is CakeSans and Aquatico with a modified letter R and it balances perfectly with the logo symbol.

The corporate logo is presented through the use of colour as well as shape and form. The corporate colours are Red and Grey. It is a fresh blend of co-lours chosen for their strong combination - modern - classic - timeless.

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0ISSUE 01VERMILLION DESIGN AND BRAND GUIDELINES CREATED FOR :

VERMILLION GROUP


BASE 501

>> THE VERMILLION LOGO






1 THE GENERAL LOGO

The main logo to be used on white

or colored backround. For darker

backrounds you will find an alter-

native below.

2 THE LOGO SYMBOL

Consists of a powerful element

evoking the simplicity of services

in a bright vermillion red.

3 THE LOGO TITLE

Chosen for its modern and yet

refined, highly legible style, which

has been further enhanced by

the use of upper case letters in

gray tone of the chosen corporate

color. The font that is used here

is CakeSans with a variant on the

letter R.

2 3

1 THE GENERAL LOGO

a THE LOGO ON RED VERSION b THE LOGO ON GREY VERSION

CAPITAL ADVISORS

= 1x

1x

0.5x

2x

2x 1x

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VERMILLION GROUP


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THE VERMILLION LOGO

>> THE LOGO CONSTRUCTION

>> CLEARSPACE & COMPUTATION




LOGO CONSTRUCTION, CLEARSPACE AND

COMPUTATION

It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark.of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.

02 / CORPORATE LOGO

1x 1x

1x1x

1x 1x

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VERMILLION GROUP


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THE VERMILLION LOGO

>> THE LOGO CONSTRUCTION

>> CLEARSPACE & COMPUTATION




CLEARSPACE

-

Full Logo

DEFINITION

-

Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No

graphic elements of any kind should invade this zone.

COMPUTATION

-

To work out the clearspace take

the height of the logo and divide it

in half. (Space = Height / 2).

CLEARSPACE

-

Logo Symbol

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THE VERMILLION LOGO



>> THE LOGO APPLICATION



02 / CORPORATE LOGO

APPLICATION

ON A BACKGROUND

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VERMILLION GROUP


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THE VERMILLION LOGO




>> INCORRECT LOGO USAGE


5

3 4

1 2

6

FULL LOGO SIZES

Minimum Size: 30 mm x 5.04 mm

MINIMUM LOGO SIZES

LOGO SYMBOL

Minimum Size: 6 mm x 6 mm

INCORRECT APPLICATIONS

-

DO NOT

-

1 Do not rotate the logo symbol

2 Do not change placement of the logo symbol

3 Do not change size relationship between the logo and logotype

4 Do not change the proportions of the logo and logotype.

5 Do not change color of the logotype

6 Do not place the logo on top of logotype

30 mm 06 mm

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03 / CORPORATE TYPOGRAPHY

LOGO FONTCAKE SANS

DESIGNER :

reghardt & Andrew Herndon

-

CLASSIFICATION :

San Serif

-

THE FONT

Cake Sans is a simple rounded sans serif for

when life get to complicated. Uppercase,

lowercase, numbers and some punctuation,

available in light, regular and bold.

Aquatico is a new typeface inspired by the sea

creatures of the lowest point on earth. This Ty-

peface comes with Aquatico Regular, Oblique,

Light & Light Oblique.


VERMILLION GROUP


BASE 501

>> THE CORPORATE FONTS

>> PRIMARY FONT

SECONDARY FONT

TYPOGRAPHY HIERARCHY

SECTION THREE : CORPORATE TYPORGRAPHY

THE CORPORATE FONTS

AND TYPOGRAPHY

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Vermillion communications. We have selected Cake Sans & Aquatico as primary typfaces and Lato as secondary corporate typeface, which helps inject energy and enthusiasm into the entire Vermillion communications.

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A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m

n o p q r s t u v w x y z





0 1 2 3 4 5 6 7 8 9 0

0 1 2 3 4 5 6 7 8 9 0

CAKESANS REGULAR :

-

AQUATICO REGULAR :

-

FIGURES :

-

FIGURES :

-


VERMILLION GROUP


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>> THE CORPORATE FONTS

>> PRIMARY FONT

SECONDARY FONT



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VERMILLION GROUP


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THE CORPORATE FONTS

PRIMARY FONT

>> SECONDARY FONT



LATO BOLD

LATO LIGHT

LATO BLACK

LATO REGULAR

THE SECONDARY FONT

AND THE TYPOGRAPHY

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0 1 2 3 4 5 6 7 8 9 0

! “ § $ % & / ( ) = ? ` ; :

¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘

« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘

æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

LATO REGULAR :

-

LATO BOLD :

-

FIGURES :

-

SPECIAL CHARACTERS :

-

SECONDARY FONTLATO

DESIGNER :

Łukasz Dziedzic

-

CLASSIFICATION :

Sans Serif

-

THE FONT

Lato carefully balances some

potentially conflicting priorities. It

seems quite “transparent” when

used in body text but would display

some original traits when used in

larger sizes, using classical pro-

portions (particularly visible in the

uppercase) to give the letterforms

familiar harmony and elegance. The

semi-rounded details of the letters

give Lato a feeling of warmth,

while the strong structure provides

stability and seriousness, ”with the

feeling of the Summer,” says Łukasz.


VERMILLION GROUP


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THE CORPORATE FONTS

PRIMARY FONT

>> SECONDARY FONT



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TYPOGRAPHY AND

TEXT HIERARCHY

Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Vermillion layouts.


CONTEXT TEXTAND INNER HEADLINES

-

Vermillion Type Captions

-

Lato Regular

6.5 pt Type / 12 pt Leading

Vermillion Type Copy text-

Lato Regular

9 pt Type / 12 pt Leading

CAPTION TEXT :

-

COPY TEXT :

-

VERMILLION TYPE HEADLINE-

Lato Regular - Capital Letters


SUBLINES SECTIONS :

-


VERMILLION GROUP


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THE CORPORATE FONTS

PRIMARY FONT

SECONDARY FONT

>> TYPOGRAPHY HIERARCHY


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CONTEXT TEXTAND INNER HEADLINES

-

HEADLINES AND TYPOBREAKS

-

VERMILLION TYPE-

Lato Bold - Capital Letters


HEADLINE 01 :

-

VERMILLION TYPE-

Lato Bold - Capital Letters


VERMILLION TYPE -

Lato Black - Capital Letters


HEADLINE 02 :

-

HEADLINE 03 :

-


VERMILLION GROUP


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THE CORPORATE FONTS

PRIMARY FONT

SECONDARY FONT

>> TYPOGRAPHY HIERARCHY


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THE PRIMARY COLOR SYSTEM

AND COLOR CODES

Color plays an important role in the Vermillion corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Vermillion brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.

PRIMARY COLOR SYSTEM

-

EXPLANATION:

The Vermillion Brand has two official colors: Red and Gray. These colors have become a recognizable identifier

for the company.

USAGE:

Use them as the

dominant color

palette for all internal

and external visual

presentations of the

company.

04 / CORPORATE COLOR SYSTEM


VERMILLION GROUP


BASE 501

>> THE COLOR SYSTEM

>> THE PRIMARY COLORS

THE SECONDARY COLORS

SECTION FOUR : CORPORATE COLOR SYSTEM

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PRIMARY COLORRED

-

COLOR CODES

CMYK : C000 M088 Y073 K009Pantone : 52-15C RGB : R215 G055 B056 Web : #d73637

PRIMARY COLORGREY

-

COLOR CODES

CMYK : C060 M054 Y048 K060Pantone : 172-16CRGB : R068 G064 B066 Web : #3b3a3e

VERMILLION RED VERMILLION GREY

100 % 60 %80 % 40 % 20 %

Red Gradient

100 % 60 %80 % 40 % 20 %

Gray Gradient

COLOR TONES COLOR TONES


VERMILLION GROUP


BASE 501

>> THE COLOR SYSTEM

>> THE PRIMARY COLORS

THE SECONDARY COLORS


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THE SECONDARY COLOR SYSTEM

AND COLOR CODES

SECONDARY COLOR SYSTEM

-

EXPLANATION:

The Secondary colors are complementary to our official colors, but are not recognizable identifiers for

Vermillion brand. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette

in one piece.

USAGE:

Use them to accent and

support the primary

color palette.

04 / CORPORATE COLOR SYSTEM


VERMILLION GROUP


BASE 501

THE COLOR SYSTEM

THE PRIMARY COLORS

>> THE SECONDARY COLORS


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COLOR CODES

CMYK : C100 M000 Y000 K024Pantone : 116-8C RGB : R000 G131 B187 Web : #0083ba

COLOR CODES

CMYK : C000 M057 Y100 K000Pantone : 24-8CHKS : 02K RGB : R240 G131 B000 Web : #f08300

60 % 40 % 20 % 60 % 40 % 20 %

COLOR CODES

CMYK : C059 M078 Y000 K028Pantone : 94-13C RGB : R105 G062 B122 Web : #693d7a

COLOR CODES

CMYK : C100 M000 Y079 K000Pantone : 136-8C RGB : R000 G151 B096 Web : #009660

60 % 40 % 20 % 60 % 40 % 20 %


VERMILLION GROUP


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THE COLOR SYSTEM

THE PRIMARY COLORS

>> THE SECONDARY COLORS


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VERMILLION GROUP


BASE 501

>> THE BUSINESS LETTERHEAD

THE BUSINESS CARDS

THE BUSINESS ENVELOPE

SECTION FIVE : CORPORATE STATIONERY

THE COMPANY LETTERHEAD

EXPLANATION:

This shows the approved layouts with the primary elements of the Vermillion stationery system for the letter-

heads.

DIMENSIONS

297 x 210 mm

DIN A4

WEIGHT

120g/m Uncoated

white

PRINT

CMYK

USAGE:

The letterhead will be

used for all official com-

munication that is going

out of Vermillion brand.

05 / CORPORATE STATIONERY

VERMILLION CAPITAL ADVISORS PVT LTD

Email: [email protected] Website: www.vermillioncapital.in

Regd Office: F/801, Jai Balaji CHS Ltd, Sector 6, Nerul, Mumbai – 400 706 CIN: U67190MH2008PTC180658

CAPITAL ADVISORS

Corporate Office: 4C & D, Siddhivinayak Chambers, Gandhi Nagar, Bandra (E), Mumbai – 400 051

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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Regd Office: F/801, Jai Balaji CHS Ltd, Sector 6, Nerul, Mumbai – 400 706 CIN: U67190MH2008PTC180658

CAPITAL ADVISORS


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VERMILLION GROUP


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>> THE BUSINESS LETTERHEAD

THE BUSINESS CARDS



LETTERHEAD

DOWNLOAD LINK

http://www.vermillion.com/

branding/letterhead

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of „de Finibus Bonorum et Malorum“ (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, „Lorem ipsum dolor sit amet..“, comes from a line in section 1.10.32.

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Pratapsingh NathaniManaging Director

[email protected]

4C & D, Siddhivinayak Chambers, Gandhi Nagar, Opp MIG Cricket Club, Bandra (E), Mumbai – 400051

www.vermillioncapital.in+91 9820 408 784

+91-22-26557500


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ISSUE 01VERMILLION DESIGN AND BRAND GUIDELINES

05 / CORPORATE STATIONERY

CREATED FOR :

VERMILLION GROUP


BASE 501

THE BUSINESS LETTERHEAD

>> THE BUSINESS CARDS



EXPLANATION:

This shows the approved layouts

with the primary elements of the

Vermillion stationery for business

cards.

DIMENSIONS

90 x 50 mm

WEIGHT

350g/m Uncoated

white

PRINT

CMYK

FRONTSIDE:

BACKSIDE:

THE COMPANY BUSINESS CARDS

BLANK

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COMPANY

ENVELOPE

EXPLANATION:

This shows the approved layouts with the

primary elements of the Vermillion stationery

system for the envelope

DIMENSIONS

Big Envelope: 12 x 9 in

Small Envelope: 10.75 x 4.75 in


VERMILLION GROUP


BASE 501

THE BUSINESS LETTERHEAD

THE BUSINESS CARDS

>> THE BUSINESS ENVELOPE

SECTION FIVE : THE BUSINESS ENVELOPE

PRINT

CMYK



CAPITAL ADVISORS


CAPITAL ADVISORS


Email: [email protected] Website: www.vermillioncapital.inCorporate Office: 4C & D, Siddhivinayak Chambers, Gandhi Nagar, Bandra (E), Mumbai – 400 051

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>> THE CORPORATE IMAGES

>> COLORED IMAGES

BLACK AND WHITE IMAGES

BLENDING MODES

SECTION SIX : IMAGES AND BLENDING MODES

VERMILLION

CORPORATE IMAGE : COLORED IMAGES

EXPLANATION:

Corporate Images are responsible to transfer the values of Vermillion to our customers and our potential customers. It is a composite psychological

impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Vermillion uses various

corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower,

partner, etc.

06 / IMAGES AND BLENDING MODES

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EXAMPLES FOR

VERMILLION CORPORATE IMAGE

-

REQUIREMENTS:

- high contrast

- sharp images

- Minimal style

- modern and businesslike

- Preferably close up photos


VERMILLION GROUP


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>> THE CORPORATE IMAGES

>> COLORED IMAGES


BLENDING MODES


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VERMILLION

CORPORATE IMAGE : BLACK & WHITE

EXAMPLES FOR

VERMILLION CORPORATE

IMAGE

-



VERMILLION GROUP


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THE CORPORATE IMAGES

COLORED IMAGES

>> BLACK AND WHITE IMAGES

BLENDING MODES


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REQUIREMENTS:

- black and white colours

- high contrast

- sharp images

- minimalistic look

- modern and businesslike


VERMILLION GROUP


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COLORED IMAGES

>> BLACK AND WHITE IMAGES

BLENDING MODES


YOUR SLOGAN OR TAGLINE

CAN COME IN THIS AREA

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VERMILLION

BLENDING MODES FOR IMAGES

EXPLANATION:

Image effects and blending modes raise the

concision and the recognizability of a brand.

Also they are able to divide content and other

graphical elements that are used in layouts.

In the same way the support statement of the

used images and raise application possibilities.


SAMPLE IMAGE STYLE1 SAMPLE IMAGE STYLE2


VERMILLION GROUP


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COLORED IMAGES


>> BLENDING MODES


SHORT TAGLINE

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EXAMPLES FOR

VERMILLION BLENDING MODES

-

HOW TO:

1) use it in black and white images colours

2) use a placeholder with a yellow back

3) adjust the layer style to “Multiply” and opa-

city at 70% (only if image is too dark)

4) in case of color images, desaturate & use.


VERMILLION GROUP


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COLORED IMAGES


>> BLENDING MODES


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>> THE ICONOGRAPHY

>> ICON PARAMETER

APPLICATION

DONT´S

SECTION SEVEN : ICONOGRAPHY AND APPLICATION

VERMILLION

CORPORATE ICONOGRAPHY

EXPLANATION:

An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is

a small picture or symbol serving as a quick, “intuitive” representation of a software tool, function or a data file. Following are sample icons to depict

the style desired for any iconography to be used for Vermillion Brand.

ICON PARAMETER

-

- Minimum: 26 px x 26 px

- minimum stroke size: 0.5 pt

- upscale only proportional

- Only 100 % color

100 % 75 % 50 % 25 %

07 / CORPORATEICONOGRAPHY

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ICON WITH BACKROUND

-




ICON WITHOUT A

BACKROUND

-




DONT´S

-


VERMILLION GROUP


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THE ICONOGRAPHY

ICON PARAMETER

>> APPLICATION

>> DONT´S

SECTION SEVEN : ICONOGRAPHY AND APPLICATION

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NOTE FROM THE

DESIGN AGENCY

WE HOPE YOU FIND THE BRAND GUIDELINES

USEFUL AND FOLLOW THEM TO MAKE THE

VERMILLION BRANDING CONSISTENT ACROSS

ALL COMMUNICATION MEDIUMS

-

THE PURPOSE OF A BRAND:

Brand is our audience’s perception of what we do, what we stand for, and what makes us relevant. When the

elements of our brand identity—how we look and how we sound—are aligned with what we do and what we

say, we can connect with our audience in a way that is authentic and meaningful.

VERMILLION

Brand and Design

Manual 2016

08 / SUMMARY AND CONTACT


VERMILLION GROUP


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CONTACT SECTION EIGHT : SUMMARY AND CONTACT

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SUMMARY

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FOR FURTHER QUESTIONS DO

NOT HESITATE TO

CONTACT US

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CONTACT:

Harshal Desai

Co-Founder, BASE 501

E: [email protected]

P: +91-981-981-1985

RESPONSIBLE

AGENCY AND

DESIGNERS

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AGENCY:

BASE 501

CO-FOUNDERS AND

DESIGNERS:

Harshal Desai

Shefali Desai

JUNIOR DESIGNER :

Jheel Goradia

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>> THE LOGO

THE STATIONERY

ICONOGRAPHY

SECTION NINE : FILES AND DOWNLOADS

VERMILLION

BRAND REPOSITORY

EXPLANATION:

All branded assets are available on the following links. Please email [email protected] or our Marketing De-partment if you have more questions pertaining the usage of these assets.

WEB LINK

Link : http://www.vermillioncapital.com/branding/logo.zip

VERMILLION LOGO

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WEB LINK

Link : http://www.vermillioncapital.com/branding/stat.zip

WEB LINK

Link : http://www.vermillioncapital.com/branding/icon.zip

WEB LINK

Link : http://www.vermillioncapital.com/branding/full.zip

VERMILLION STATIONERY

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VERMILLION

ICONOGRAPHY

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VERMILLION FULL

MANUAL PDF

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VERMILLION GROUP


BASE 501

THE DOWNLOAD SECTION

THE LOGO

>> THE STATIONERY

>> ICONOGRAPHY

SECTION NINE : FILES AND DOWNLOADS

THANK YOU.

Design is the silent ambassador for your brand Paul Rand

If you have additional questions you are

unable to answer with the help of this

guide, please contact the Marketing

Department

CONTACT:

Isha Inamdar

Manager - Group Corporate Communica-

tions

E: [email protected]

P: +91-22-26557500

M: +91-9987-665-583

CORPORATE BRAND MANUAL

CREATED FOR :

VERMILLION GROUP


BASE 501

CREATION DATE :

OCTOBER 2015

BRANDING GUIDELINES AND MANUAL FOR DESIGNERS