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contents 4 6
About us founders
7 8 10 11 12 14
Our logo primary logo logo variations minimum sizes Clear spaces Color Palette
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Our Typeface
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please dont
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Our stationary Business Card Letterhead Envelope Website
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Notice
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This manual covers the basic branding guidelines for the Indus Valley School of Art and Architectures. The Guide provides a summary of the primary features and applications of the graphic identity along with the do’s and dont’s associated with it. It also demonstrates its different uses on items such as stationary and on our website. The Indus Valley School of Art and Architecture was founded in 1989 by a group of professional architects, designers and artists who believed that Karachi was in critical need of a school of excellence encompassing the disciplines of Fine Arts, Design and Architecture. ‘The School is dedicated to much more than producing technically competent artists, designers and architects. It strives to motivate and guide students to think, be curious, to keep themselves open to sources of experience and learning, to be politically aware and socially responsive and take an independent position, respecting knowledge and people of knowledge, with humility’ [the founders]. In an age of rapid social, technological and aesthetic transition, we feel committed to educating our students with the ability to analyse & critique experience, and to nurture their creative abilities so they become active, outstanding members of our society, both personally and professionally.
about us 4
We wish to go beyond technical instruction by placing emphasis on creative thought and action. Each department, despite its individual character functions in close collaboration with the others in order to develop an awareness of the essence of the visual arts, both traditional contemporary. This underlying philosophy is reflected in our curricula. Through an interaction with diverse practicing professional artists, architects, academicians, scholars, archaeologists, art historians and designers, students are exposed to the importance of ideas, concept development, intuition and the value of research in the development of the creative process. 5
This manual covers the basic branding guidelines for the Indus Valley School of Art and Architectures. The Guide provides a summary of the primary features and applications of the graphic identity along with the do’s and dont’s associated with it. It also demonstrates its different uses on items such as stationary and on our website. The Indus Valley School of Art and Architecture was founded in 1989 by a group of professional architects, designers and artists who believed that Karachi was in critical need of a school of excellence encompassing the disciplines of Fine Arts, Design and Architecture. ‘The School is dedicated to much more than producing technically competent artists, designers and architects. It strives to motivate and guide students to think, be curious, to keep themselves open to sources of experience and learning, to be politically aware and socially responsive and take an independent position, respecting knowledge and people of knowledge, with humility’ [the founders]. In an age of rapid social, technological and aesthetic transition, we feel committed to educating our students with the ability to analyse & critique experience, and to nurture their creative abilities so they become active, outstanding members of our society, both personally and professionally.
about us 4
We wish to go beyond technical instruction by placing emphasis on creative thought and action. Each department, despite its individual character functions in close collaboration with the others in order to develop an awareness of the essence of the visual arts, both traditional contemporary. This underlying philosophy is reflected in our curricula. Through an interaction with diverse practicing professional artists, architects, academicians, scholars, archaeologists, art historians and designers, students are exposed to the importance of ideas, concept development, intuition and the value of research in the development of the creative process. 5
Founders The Indus Valley School of Art and Architecture was founded in 1989 by a group of professional architects, designers and artists who believed that Karachi was in critical need of a school of excellence, encompassing compassin g the disciplines of Fine Arts, Design and Architecture.
The Founders are:
Mr. Arshad Abdulla Mr. Haamid N. Jaffer Mr. Imran Mir Mr. Inayat Ismail Ms.Nighat Mir Ms.Noorjehan Bilgrami Mr. Shahid Abdulla Mr. Shahid Sajjad Ms.Shehnaz Ismail Syed Akeel Bilgrami 6
our logo 7
Founders The Indus Valley School of Art and Architecture was founded in 1989 by a group of professional architects, designers and artists who believed that Karachi was in critical need of a school of excellence, encompassing compassin g the disciplines of Fine Arts, Design and Architecture.
The Founders are:
Mr. Arshad Abdulla Mr. Haamid N. Jaffer Mr. Imran Mir Mr. Inayat Ismail
our logo
Ms.Nighat Mir Ms.Noorjehan Bilgrami Mr. Shahid Abdulla Mr. Shahid Sajjad Ms.Shehnaz Ismail Syed Akeel Bilgrami 6
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primary logo This logo was designed to represent a school that dwells on its rich historical colonial background. Something that represents passion and excellence, humility and dignity, and most important of all something that combines both traditional and contemporary qualities in itself to depict our progressive nature in striving for excellence in Pakistan.
The logo symbol represents water, trees and air, in a symmetrical form and is placed next to the initials IVS.The letters have been kerned carefully to achieve visual harmony, both the initials and symbol are placed on the same baseline.
Sharp corners
symbol Initials
The logo should always be used as the primary identity of the school . This logo should be used for all products, stationary, ads, posters, ads or anything in collaboration with IVS. 8
Common baseline 9
primary logo This logo was designed to represent a school that dwells on its rich historical colonial background. Something that represents passion and excellence, humility and dignity, and most important of all something that combines both traditional and contemporary qualities in itself to depict our progressive nature in striving for excellence in Pakistan.
Sharp corners
The logo symbol represents water, trees and air, in a symmetrical form and is placed next to the initials IVS.The letters have been kerned carefully to achieve visual harmony, both the initials and symbol are placed on the same baseline.
symbol Initials
The logo should always be used as the primary identity of the school . This logo should be used for all products, stationary, ads, posters, ads or anything in collaboration with IVS.
Common baseline
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logo variations This is the abbreviated form of our logo with the entire schools name written down right below the logo. It has been specially designed and letterspaced to provide enough aesthetical relief from the logo. Its color is also lighter.
minumum logo sizes Due to the delicate typography of this logo, DO NOT resize the abbreviated form too much. Always keep ligibility a priority when resizing the logo for anyting.
subsidary logo
The minimum size of the abbreviated logo should not go below 1 inch in height
h c n i
This is one of the subsidary logos. This logo represents the Communication Department. Its identity is similar to the schools logo, only the lettering at the bottom has been changed to replaced the schools name with the departments respective names.
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The Main logo can be stretched to any size, however when decreasing it do not go below 3 cm horizontally .
This system is adopted for all five of the departments. DO NOT attempt to customize departmental logos. 10
3 cm 11
logo variations This is the abbreviated form of our logo with the entire schools name written down right below the logo.
minumum logo sizes
It has been specially designed and letterspaced to provide enough aesthetical relief from the logo. Its color is also lighter.
Due to the delicate typography of this logo, DO NOT resize the abbreviated form too much. Always keep ligibility a priority when resizing the logo for anyting.
subsidary logo
The minimum size of the abbreviated logo should not go below 1 inch in height
h c n i 1
This is one of the subsidary logos. This logo represents the Communication Department. Its identity is similar to the schools logo, only the lettering at the bottom has been changed to replaced the schools name with the departments respective names.
The Main logo can be stretched to any size, however when decreasing it do not go below 3 cm horizontally .
This system is adopted for all five of the departments. DO NOT attempt to customize departmental logos.
3 cm
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a
x height
b
clear spaces Clear spaces or the spaces around the logo are an important factor to consider whn placing our logo around or in places. We have created a safe space around the logo as shown in the images to the right.
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We want our logo to always be recogniseable and not be distracted by other logos, texts or graphic elements, therefore the space mentioned should be respected.
Please refer to the images on the right to calculate the safe area.
a
b,cc b,
This space of the logo is important. The gap between the logo image and the typeset should always be equal to that of the “O” of the same text. Distance should be measured from the logos baseline to the top of the X height of the letters.
The logos should always have a clear space equal to the size of the letter I of the logo, around the logo. This helps maintain the logos integrity when placed with other objects. Following these spacing guidelines are mandatory.
c
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a
x height
b
clear spaces Clear spaces or the spaces around the logo are an important factor to consider whn placing our logo around or in places. We have created a safe space around the logo as shown in the images to the right. We want our logo to always be recogniseable and not be distracted by other logos, texts or graphic elements, therefore the space mentioned should be respected.
Please refer to the images on the right to calculate the safe area.
a
b,cc b,
This space of the logo is important. The gap between the logo image and the typeset should always be equal to that of the “O” of the same text. Distance should be measured from the logos baseline to the top of the X height of the letters.
The logos should always have a clear space equal to the size of the letter I of the logo, around the logo. This helps maintain the logos integrity when placed with other objects. Following these spacing guidelines are mandatory.
c
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color palette Red, Blue and Grey. Our colors reflect the personality of our logo Red: The burning desire and passion to learn, and willpower to do it. Blue: The tradional color depicting humbleness, humility and a conservative atmosphere where one can relax mentally and physically. Grey: Used only for type, Grey is the color of neutrality in all aspects. Logo may only be used in these variations. No OTHER color is allowed.
color variations
C=4 M= 97 Y = 85
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C = 100 M= 100 Y = 35 K = 32
C = 61 M= 52 Y = 64 K = 33
K = 100
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color palette Red, Blue and Grey. Our colors reflect the personality of our logo Red: The burning desire and passion to learn, and willpower to do it. Blue: The tradional color depicting humbleness, humility and a conservative atmosphere where one can relax mentally and physically. Grey: Used only for type, Grey is the color of neutrality in all aspects. Logo may only be used in these variations. No OTHER color is allowed.
color variations
C=4 M= 97 Y = 85
C = 100 M= 100 Y = 35 K = 32
C = 61 M= 52 Y = 64 K = 33
K = 100
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font choice The typeface is considered one the most essential components in defining a brand. Our choice of typeface is very concise and limited to only 2 typefaces along with their font families. 1) Palatino
our typeface 16
2) Frutiger Palatino is in our logo for the IVS initials, it may also be used for headings and subheadings, whereas frutiger is used for all our body copy and other writings. This entire manual has been done in frutiger to highlight our commitment to our fonts. Palatino was chosen for its elegant modern classic serif font attribute, with a large font family available in a wide range of weights. Frutiger is a sans serif font with organic and clean lines, easily legible. Its large font family is available in a range of weights and can be used at smaller sizes. 17
font choice The typeface is considered one the most essential components in defining a brand. Our choice of typeface is very concise and limited to only 2 typefaces along with their font families. 1) Palatino
our typeface
2) Frutiger Palatino is in our logo for the IVS initials, it may also be used for headings and subheadings, whereas frutiger is used for all our body copy and other writings. This entire manual has been done in frutiger to highlight our commitment to our fonts. Palatino was chosen for its elegant modern classic serif font attribute, with a large font family available in a wide range of weights. Frutiger is a sans serif font with organic and clean lines, easily legible. Its large font family is available in a range of weights and can be used at smaller sizes.
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Frutiger
Palatino Palatino Linotype Regular Used for Logo, Title, sub title and
Palatino Linotype Bold Used for Titles, sub titles and emphasis.
Palatino Linotype Italics Used for bottom text of logo, and sub titles.
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REG BOL ITAL
ROM LIGH BOL
Frutiger LT Std Roman Used for s tationary, body copy, Titles, and subtitles.
Frutiger LT Std Light Used for bodycopy, stationary and other written texts that require clean looks.
Frutiger LT Std Bold Use for Titles, subtitles and emphasis in body copy, Addresses and phone numbers.
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Frutiger
Palatino
REG BOL ITAL
Palatino Linotype Regular Used for Logo, Title, sub title and
Palatino Linotype Bold Used for Titles, sub titles and emphasis.
Palatino Linotype Italics Used for bottom text of logo, and sub titles.
ROM LIGH BOL
Frutiger LT Std Roman Used for s tationary, body copy, Titles, and subtitles.
Frutiger LT Std Light Used for bodycopy, stationary and other written texts that require clean looks.
Frutiger LT Std Bold Use for Titles, subtitles and emphasis in body copy, Addresses and phone numbers.
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please dont. . . Our logo is very precious to us, make sure it is never altered or distorted in any manner. It should always be placed with the conditions mentioned before, failure to follow this may cause the logo to lose its integrity. a) Do not change logo placement b) Do not change symbol placement c) Do not change the colors d) Do not place shapes behind it e) Do not change the sub-text color f) Do not stretch g) Do not use any effects on logo h) Do not place the abbreviated logo on busy backgrounds.
a b
c d
e
f g
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h
our stationary 21
please dont. . . Our logo is very precious to us, make sure it is never altered or distorted in any manner. It should always be placed with the conditions mentioned before, failure to follow this may cause the logo to lose its integrity. a) Do not change logo placement b) Do not change symbol placement c) Do not change the colors d) Do not place shapes behind it e) Do not change the sub-text color f) Do not stretch g) Do not use any effects on logo h) Do not place the abbreviated logo on busy backgrounds.
a b
c d
e
f g
h
our stationary
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letterhead The logo is placed at the left of the letterhead because everything else around it is anchored to the margin it creates.The preferred margins for all sides is 0.5” at a minimum. The address date is in point size 6.5, whereas the letter is written in point size 9. The complete layout has been presented to give an idea of how the letterhead space will be used. Frutiger Roman is used for the address, whereas Frutiger light has been used for body copy. The letterheads backside has a red background and a centrally placed Ivs logo measuring around 3”x1.5”.
business card
11”
3.5”
” 2
The measurments for the business card are 2”x 3.5”cm. The top of the business card is red with the IVS logo placed right in the centre.
1.5”
8 . 5 “
3 “
The logo was placed on the left side to balance out the negative space on the right. The type is in frutiger at a point size of 7.5 and 9. The abbreaviated logo has been used because there has been no other mention of the schools name in the cards information. 22
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letterhead The logo is placed at the left of the letterhead because everything else around it is anchored to the margin it creates.The preferred margins for all sides is 0.5” at a minimum. The address date is in point size 6.5, whereas the letter is written in point size 9. The complete layout has been presented to give an idea of how the letterhead space will be used. Frutiger Roman is used for the address, whereas Frutiger light has been used for body copy. The letterheads backside has a red background and a centrally placed Ivs logo measuring around 3”x1.5”.
business card
11”
3.5”
” 2
1.5”
The measurments for the business card are 2”x 3.5”cm. The top of the business card is red with the IVS logo placed right in the centre.
8 . 5 “
3 “
The logo was placed on the left side to balance out the negative space on the right. The type is in frutiger at a point size of 7.5 and 9. The abbreaviated logo has been used because there has been no other mention of the schools name in the cards information. 22
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our website This is a page from one of our departments. All of our departments share a similar system which redirects them to the main homepage. The logo is placed at the far top left bar of the homepage followed by several links to the Main website. The black logo was used to maintain visibility on the screen.
envelope The logo is placed at the left of the envelope. The dimentions are 9.5”x 4.125”. The margins should be 0.5”from all 4 sides. The address is divided into 3 clear parts at the bottom of the envelope. The typeface used is Frutiger Light with a Point size of 9. The abbreviated logo should be used here due to no mention of the schools name in the address bar below.
9.5”
A different font has been used for the website, ITC Avant Garde- mainly due to the fact that it is a softer font that is more readable and easy to deal with on the web. It also contributes to the fresh contemporary look we want to deliver to our visitors.
” 5 2 1 . 4
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our website This is a page from one of our departments. All of our departments share a similar system which redirects them to the main homepage. The logo is placed at the far top left bar of the homepage followed by several links to the Main website. The black logo was used to maintain visibility on the screen.
envelope The logo is placed at the left of the envelope. The dimentions are 9.5”x 4.125”. The margins should be 0.5”from all 4 sides. The address is divided into 3 clear parts at the bottom of the envelope. The typeface used is Frutiger Light with a Point size of 9. The abbreviated logo should be used here due to no mention of the schools name in the address bar below.
9.5”
A different font has been used for the website, ITC Avant Garde- mainly due to the fact that it is a softer font that is more readable and easy to deal with on the web. It also contributes to the fresh contemporary look we want to deliver to our visitors.
” 5 2 1 . 4
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notice This manual is solely made for Ivs, its institutions as well as our clients use. Please refer to our creative department for any other queries regarding your design. If ever in doubt, please refer to this manual or give us a call. The Ivs brand manual can also be viewed online at www.indusvalley.edu.pk Thankyou!
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notice This manual is solely made for Ivs, its institutions as well as our clients use. Please refer to our creative department for any other queries regarding your design. If ever in doubt, please refer to this manual or give us a call. The Ivs brand manual can also be viewed online at www.indusvalley.edu.pk Thankyou!
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©Indus Valley School of Art and architecture Design and concept by Sakina Shoaib Ali 28
