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Version 1.0May 2012BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY   1
Table of Contents                                           	   Standard Communication	                           41-59	 ...
BRAND STRATEGY
IntroductionITME is the first private education institute to start a Marine Engineering discipline in eastern India. In ad...
Mission	   To establish a centre of excellence where learning would be experiential to transform young minds to face the e...
Brand PersonalityNITMAS as an institution is based on its deeply held values and beliefs. These values provide it with the...
Explaining NITMAS personality traits through brand archetype modelThe term “archetypes”, as it is used in marketing today,...
Brand IdentityBrand identity is the total proposition that a brand makes to consumers - the promise it makes. It may consi...
Kapferer’s Brand Identity Prism – NITMAS  BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY   9
Thus the NITMAS brand identity can be summarized as below:	 NITMAS: Brand Identity➢		 Core Identity			 Value offering 		 ...
Brand PositioningBrand Positioning can be defined as creating a brand offer in such a manner that it occupies a distinctiv...
The “NITMAS” PositioningThe positioning of NITMAS “succeed” is about having a successful career. The positioning conceptde...
Brand Communication StrategyThe communication strategy for NITMAS is about establishing its positioning strongly through e...
CREATIVE STRATEGY
Marketing Input	 	 Who is my competition?	   	   Mid level engineering and management colleges in and around the city mos...
	 What is your niche?		◗	 Huge residential campus		◗	 Quality campus lifestyle		◗	 Safe and disciplined environment		◗	 S...
◗	 Developing significant expertise	   	   ◗	 Contributing knowledge to every situation	   	   ◗	 Seeing new ideas take sh...
	 Brand positioning	   	   The positioning of NITMAS “succeed” is about having a successful career. The positioning conce...
Creative RoadmapThe McCann Erickson agency suggests: A successful strategy is all about considering a set of factors or qu...
Psychographics	   ◗	   Lifestyle	   	    Techno savvy						                     Career oriented						                     ...
	 Where is the competition in the consumer’s minds (factors influencing purchase)?		◗	 Standard of education (regular cla...
	 What is the supporting evidence?		◗	 World class infrastructure and a sprawling green campus (32 acre residential campu...
Linking Strategy	   	   Advertising agency Foote, Cone & Belding has created a strategy model based on two facts:		◗	 some...
Quadrant II : Feeling + High Importance	     Also called the affective model.	     Creative approach : Image advertising t...
Key insights (concept)		      An education destination comprising of huge residential campus, friendly ambience and great ...
DERIVING THE LOGO
LOGO DESIGN STRATEGY	 Name				               NITMAS is an acronym that stands for ‘Neotia Institute of Technology, Managem...
PROPOSED LOGOS  BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY   28
BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY   29
BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY   30
BRAND COMPONENTS
MONOGRAMBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY          32
LOGO                                                          7xLOGO WITHBACKGROUND       2X                              ...
STANDARD LOGO                                                   STANDARD LOGO                                             ...
BLACK /   ONE COLOUR         LOGO                                                                  NEOTIA INSTITUTE       ...
INCORRECT LOGO USAGE    Logo Usage    	    For approved logo usage please refer to the previous pages.    Prohibited Logo ...
TAGLINEThe three fundamental consideration of NITMAS corporate tagline are:•	 The one big idea with which you want to asso...
TAGLINE USAGE   Required applications:                   Prohibited Applications   	Advertising                           ...
COLOUR                                  CMYK                      RGB           PANTONE                           90,100,1...
TYPEFACES                                 ABCDEFGHIJKLMNOPQRSTUVWXYZ                                             Aero Regu...
STANDARD COMMUNICATION
BUSINESS CARD                                                                                                             ...
Pradip Jyoti Agrawal~Director                                                                 +91 98309 90041             ...
LETTERHEAD                                                                                                                ...
ENVELOPE                                                                                                                  ...
A4 SIZE ENVELOPE                         4X                                                                               ...
3mm                                                                                                                       ...
22X                                              4X                 8X            4X                                      ...
NEOTIA INSTITUTE                                                                                                    of TEC...
CURIOSITY ~ inSPIRATION ~ TRANSFORMATIONBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY                                  ...
3mm                                                                                                                      A...
22X                                              4X                 8X            4X                                      ...
NEOTIA INSTITUTE                                                                                                    of TEC...
CURIOSITY ~ inSPIRATION ~ TRANSFORMATIONBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY                                  ...
CD STICKERBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY           55
A4 SIZE MEMO / NOTICE/ FORM          3X     3X28.25mm     2XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY              ...
A5 SIZE MEMO / NOTICE/ FORM               3X          3X   28.25mm      XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY ...
PAPER BAGBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY          58
CARRY BAG                                                   (BACKPACK & LAPTOP BAG)BRAND & CORPORATE COMMUNICATIONS ~ AMBU...
CORPORATE COMMUNICATION
3X                                                                                                                        ...
BILLBOARD FORMAT 2:1                                                                                                      ...
BILLBOARD FORMAT 1:1         3X    3X                                                                   CURIOSI           ...
POSTER/LEAFLET FORMAT         3X    3X                                         CURIOSIT                                   ...
EMAILER FORMAT         3X    3X                                                   CURIOSIT                                ...
3X                                                                                                               STAND FOR...
3X     3X                                                                                                                 ...
3X                                                                                                          BROCHURE      ...
BROCHURE                                    CURIOSI                                              TY                      ...
SIGNAGE
MONUMENT SIGNAGE                                                               normal                                     ...
MONUMENT SIGNAGE                                                               reverse                                    ...
PAVILION SIGNAGE                                                                                8:1/10:1/12:1...         9...
DIRECTIONAL / PARKING SIGNAGE                                                                RATIO 4:1               1.5X ...
DIRECTIONAL SIGNAGE                                                   LADIES HOSTEL I                     ADMINISTRATIVE B...
DOOR SIGNAGE                     EQ                 EQ                                                          EQ        ...
BUS BRANDING                              >=2X                >=6X                               >=6X                     ...
EXECUTIVE CAR                                                       BRANDING                               4X             ...
EXECUTIVE CAR                                                       BRANDINGBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REAL...
MUV CAR                                                                BRANDING                                           ...
TRUCK BRANDING                                     5X                          5X               7X                        ...
Project Head:                                                                Simon D Rozario                              ...
Neotia Institute of Technology Management and Science                                                                     ...
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Nitmas brand manual 16.05.12

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Brand Manual, Logo, Logo Design, Logo Update, Communication Material, Campaign, Brand Guideline, Educational Institute, AMbuja

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Nitmas brand manual 16.05.12

  1. 1. Version 1.0May 2012BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 1
  2. 2. Table of Contents  Standard Communication 41-59 Business Card 42-43  Brand Strategy 3-13 Letterhead 44 Introduction 4 Envelope 45 Mission 5 A4 Size Envelope 46 Motto 5 A4 Size Folder (offset) 47-50 Values 5 A4 Size Folder (screen) 51-54 Brand Personality 6-7 CD Sticker 55 Brand Identity 8 -10 A4 Size Memo/Notice/Form 56 Brand Positioning 11-12 A5 Size Memo/Notice/Form 57 Brand Communication Strategy 13 Paper Bag 58 Carry Bag (Backpack & Laptop Bag) 59  Corporate Communication 60-69  Creative Strategy 14-25 Press Ad Format 61 Marketing Input 15-16 Billboard Format (2:1 & 1:1) 62-63 Brand Strategy Input 16-18 Poster/Leaflet Format 64 Creative Roadmap 19-22 Emailer Format 65 Linking Strategy 23-24 Stand Format 66 Key Insights 25 Presentation Format 67 Design Philosophy 25 Brochure Cover Sample 68-69 Mandatories 25  Signage 70-81  Deriving the Logo 26-30 Monument Signage 71-72  Brand Components 31-40 Pavilion Signage 73 Monogram 32 Directional/Parking Signage 74 Logo 33-35 Directional Signage 75 Incorrect Logo Usage 36 Door Signage 76 Tagline 37 Bus Branding 77 Tagline Usage 38 Executive Car Branding 78-79 Colour 39 MUV Car Branding 80 Typefaces 40 Truck Branding 81 BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 2
  3. 3. BRAND STRATEGY
  4. 4. IntroductionITME is the first private education institute to start a Marine Engineering discipline in eastern India. In addition to Marine Engineeringdegree courses a host of other B.Tech, Bachelor and Masters Degree courses are also offered in ITME.A decision has been made to change the product brand of ITME to NITMAS, i.e., Neotia Institute of Technology Management andScience. This has been done for the following reasons: ◗ To establish the change in management and ownership ◗ To give more importance to the rest of the engineering and non engineering courses apart from Marine Engineering ◗ To pave the way for introducing management courses ◗ To create a stronger brand by associating the institute with the Ambuja Neotia group. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 4
  5. 5. Mission To establish a centre of excellence where learning would be experiential to transform young minds to face the evolving challenges of life thereby making NITMAS a preferred institution in the field of higher education.Motto Curiosity, Inspiration, TransformationValues  Honesty honour, integrity, morality  Sincerity genuine, truthful  Perseverance continue steadfastly  Determination commitment, dedication, firmness  Respect courtesy, politeness BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 5
  6. 6. Brand PersonalityNITMAS as an institution is based on its deeply held values and beliefs. These values provide it with the perseverance to face obstaclesand motivate others. The institution places great importance on exploring uncharted territory and finding answers to questionsthat intrigues it in order to expand its knowledge. The institution aims at developing significant expertise; gathering and analyzinginformation so that it’s useful to others; and contributing knowledge to almost any situation. It is challenged by the opportunity to seekout new approaches and perspective.In light of the above the following personality traits of NITMAS has been identified. ◗ Idealistic ◗ Seeks out new approaches and perspective ◗ Authentic ◗ Curious ◗ Explore new territories ◗ Encourage individual initiative ◗ Opportunity to learn and grow ◗ Thinker ◗ Knowledgeable ◗ Intelligent ◗ Developing significant expertise ◗ Contributing knowledge to every situation ◗ Seeing new ideas take shape ◗ Original ◗ Imaginative BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 6
  7. 7. Explaining NITMAS personality traits through brand archetype modelThe term “archetypes”, as it is used in marketing today, has its origins in Carl Gustav Jung’s theories. He believed that universal,mythic characters— archetypes—reside within the collective unconscious mind of people the world over. Archetypal images representfundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspirationor motivation.They’re a way for us to better understand how consumers connect with brands.Based on the above personality traits of NITMAS, 4 Brand archetypes have been identified which are as shown below. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 7
  8. 8. Brand IdentityBrand identity is the total proposition that a brand makes to consumers - the promise it makes. It may consist of features andattributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as aproduct, a personality, a set of values, and a position it occupies in people’s minds. Brand identity is everything the company wantsthe brand to be seen as.Explaining brand identity through Kapferer’s brand identity prismIn his brand identity prism Kapferer identifies six aspects of brand identity. These aspects can only come to life when the brandcommunicates with the consumer. Strong brands are capable of weaving all aspects into an effective whole. The six aspects areexplained below. ◗ Physique – These are the set of physical features which are evoked in people’s minds when the brand name is mentioned. These are tangibles, actionable and visible like the shape of the coke bottle, and the marquee of Mercedes Benz. ◗ Personality – Unique human characteristics and trait that are embodied in the brand. ◗ Culture – The system of values and basic principles on which the brand has to base its behaviour. That part of the brand from where it draws its inspiration. Culture is the direct link between the brand and the organisation. ◗ Relationship – How consumers treat the brand viz. as lovers, as mother of a child, as a confidante. It defines the way the brand behaves with others. Apple exudes friendliness, IBM orderliness and Nike provocation. ◗ Reflection – This aspect makes reference to the stereotypical user of the brand. It explains what kind of people we perceive use it. This provides an outward mirror to the consumer about the brand for instance the users are often being identified as young people, show offs and outdoorsy people. ◗ Self image – Explains how the user sees him-self or feels while using the brand. For example, research shows that Lacoste users see themselves as members of a sporty club even if they do not actively play any sport. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 8
  9. 9. Kapferer’s Brand Identity Prism – NITMAS BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 9
  10. 10. Thus the NITMAS brand identity can be summarized as below: NITMAS: Brand Identity➢ Core Identity  Value offering World class technical and management education  Performance Technical and management education in various fields supported by state of the art infrastructure, a huge residential campus and expert faculties.➢ Extended Identity  Brand personality Idealistic, Knowledgeable, Intelligent, Curious  Basis for relationship The belief of having a well established career  Sub-brands N/A  Logo NITMAS emblem with typography  Mother Brand AmbujaNeotia➢ Value Proposition  Functional Benefits A premiere institute offering technical and management education in various fields.  Emotional Benefits Feeling privileged, inspiration to do well in life, friendly environment BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 10
  11. 11. Brand PositioningBrand Positioning can be defined as creating a brand offer in such a manner that it occupies a distinctive place and value in the targetcustomer’s mind. Effective Brand Positioning is identifying and communicating a brand’s uniqueness, differentiation and verifiablevalue.A great brand positioning idea needs to be compelling to the consumer in a fresh, differentiated way. To help in getting to a freshpositioning idea we have used a positioning model that integrates functional and emotional benefits of the brand.It is vitally important to create brand positioning ideas that reflect both the brand’s identity and its value proposition. But the brandpositioning idea must be a synthesis of the key insights in each area so that the brand reflects and addresses each of these vitalinputs. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 11
  12. 12. The “NITMAS” PositioningThe positioning of NITMAS “succeed” is about having a successful career. The positioning conceptderives its existence from the institution motto, Curiosity, Inspiration, Transformation which would enablea student to succeed in life. In today’s world a successful career defines a successful life. NITMAS guidesyou towards success by instilling curiosity and inspiring students to harness their potential therebytransforming them into successful individuals. This is done through world class infrastructure and expertfaculties which helps in career development and a sprawling green campus and an interactive student lifewhich helps in personal development. The positioning of NITMAS also identifies the one particular thingwhich appeals most to prospective students and which we are actually trying to sell i.e the opportunity tosucceed in life.BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 12
  13. 13. Brand Communication StrategyThe communication strategy for NITMAS is about establishing its positioning strongly through every communication media thatis used. As mentioned before the positioning of NITMAS is what we are actually selling. Therefore it is essential to harp upon thisconcept of “success” consistently across all communication medium. However there is also a need to talk about the ingredientswhich would result in transforming any student into a successful individual, namely the infrastructure and the expert faculties.It should also be noted that since NITMAS is a residential institute, there is a need to project the interactive student life in thecampus. The ideal way to do this would be to project the student community as one single family to increase the bonding andfeeling of belongingness to the institute. This will result in each student becoming a brand ambassador for the institute.Primary communication: Positioning concept – SucceedSecondary communication: Huge campus, infrastructure, faculty, student bondingMessage Tone The following message and tone should be followed in case of every NITMAS communications in order to establish a favourable perception in the market:  Inviting  Credible  Friendly  Inspiring BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 13
  14. 14. CREATIVE STRATEGY
  15. 15. Marketing Input  Who is my competition? Mid level engineering and management colleges in and around the city mostly affiliated to WBUT.  What are they offering? ◗ Quality education ◗ Quality infrastructure ◗ Quality environment ◗ Good placement opportunities ◗ Relevant industrial training ◗ State of the art laboratories ◗ State of the art classrooms  What are they not offering? ◗ Quality campus lifestyle ◗ State of the art sports and recreational facilities ◗ Proper assistance for self-development BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 15
  16. 16.  What is your niche? ◗ Huge residential campus ◗ Quality campus lifestyle ◗ Safe and disciplined environment ◗ State of the art sports and recreational facilities ◗ Proper assistance for self-developmentBrand Strategy Input  Brand promise Curiosity, Inspiration, Transformation  Brand personality ◗ Idealistic ◗ Seeks out new approaches and perspective ◗ Authentic ◗ Curious ◗ Explore new territories ◗ Encourage individual initiative ◗ Opportunity to learn and grow ◗ Thinker ◗ Knowledgeable ◗ Intelligent BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 16
  17. 17. ◗ Developing significant expertise ◗ Contributing knowledge to every situation ◗ Seeing new ideas take shape ◗ Original ◗ Imaginative  Brand identity Core Identity ◗ Value offering - World class technical and management education ◗ Performance – Technical and management education in various fields supported by state of the art infrastructure, a huge residential campus and expert faculties. Extended Identity ◗ Brand personality Idealistic, Knowledgeable, Intelligent, Curious ◗ Basis for relationship The belief of having a well established career Sub-brands N/A ◗ ◗ Logo NITMAS emblem with typography ◗ Mother Brand AmbujaNeotia Value Proposition ◗ Functional Benefits A premiere institute offering technical and management education in various fields. ◗ Emotional Benefits Feeling privileged, inspiration to do well in life, friendly environment BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 17
  18. 18.  Brand positioning The positioning of NITMAS “succeed” is about having a successful career. The positioning concept derives its existence from the institution motto, Curiosity, Inspiration, Transformation which would enable a student to succeed in life. In today’s world a successful career defines a successful life. NITMAS guides you towards success by instilling curiosity and inspiring students to harness their potential thereby transforming them into successful individuals. This is done through world class infrastructure and expert faculties which helps in career development and a sprawling green campus and an interactive student life which helps in personal development. The positioning of NITMAS also identifies the one particular thing which appeals most to prospective students and which we are actually trying to sell i.e the opportunity to succeed in life.  Message tone The following message and tone should be followed in case of every NITMAS communications in order to establish a favourable perception in the market: ◗ Inviting ◗ Credible ◗ Friendly ◗ Inspiring BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 18
  19. 19. Creative RoadmapThe McCann Erickson agency suggests: A successful strategy is all about considering a set of factors or questions known as“McCann Erickson’s Role-Playing Approach”. If you want to climb inside the head of your consumer you need to act as if youare the consumer and write down your responses to the first six questions here in the consumer’s “voice” and the final question inyour own voice.  Who is our target audience? Audience can be devided into two categories : Primary audience students (<90%> of mass) Secondary audience Parents of prospective students Corporate houses and other potential employers Here we will consider mainly our primary audience as the product is made for their use and they are the prime decision makers. Demographics ◗ Region West Bengal, Bihar, Odhisa, Jharkhand, Assam & Shillong ◗ Occupation Students (have completed 12th standard/ will finish 12th standard in the next two years) ◗ Gender male and female ◗ Age 16+ -18+ ◗ Family Income Rs.3,50,000 - Rs. 8,00,000 ◗ Family Parents, one/two siblings BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 19
  20. 20. Psychographics ◗ Lifestyle Techno savvy Career oriented Considers technical education as a path to a successful career Loves to hang around with friends Movie buff Listens to contemporary music Sports lover Behavioural ◗ Shopping frequency 1-2 times a year ◗ User status N/A ◗ Loyalty status Moderately loyal ◗ Attitude to brand Sees brands as a symbol of pride and social status ◗ Fashion Casual & trendy  Where am I now in the mind of my target audience (Image)? ◗ Students ranking 80000+ in JEE looking for a decent institution to pursue higher studies in technical streams ◗ Quality education at affordable cost ◗ Decent placement record to ensure a good return at the end of education ◗ Good amongst second level institutes BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 20
  21. 21.  Where is the competition in the consumer’s minds (factors influencing purchase)? ◗ Standard of education (regular class, experienced faculty, lab, library, seminar) comparing other mid level technical institutes ◗ Lifestyle quality inside campus ◗ Safety measures for students specially for girls (as the institute is completely residential) ◗ Course fees (whether it is affordable or not. Whether easy loan is available or not) ◗ Career placement opportunity (opportunities for employment and higher studies)  Where would we like to be in the consumer’s mind? ◗ Premier technical institute with state-of-the-art campus ◗ 360-degree education module with great facilities.  What is the consumer promise? (The big idea) The ultimate goal of a student is having a successful career. NITMAS guides a student towards success by instilling curiosity and inspiring students to harness their potential thereby transforming them into successful individuals. The Big Idea (appealing for prospective students and their parents, acts as the decisive factor, gives competitive benefit or unique selling proposition) is derived from the above statement, thus the motto of the institute: Curiosity, Inspiration, Transformation BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 21
  22. 22.  What is the supporting evidence? ◗ World class infrastructure and a sprawling green campus (32 acre residential campus) ◗ Proper help in career development (Expert faculties) ◗ Home away from home (an interactive student –student / student – teacher relationship, which helps in personal development.) ◗ Quality campus lifestyle (good food, six boys hostel and a separate girls hostel, fast food centre like tea junction, hangout area) ◗ Great laboratory infrastructure (like Marine - ship-in-campus and biotech - tissue culture lab) ◗ State of the art sports facilities (proper coaching and practice facilities for cricket, football, basketball etc.)  What is the tone? An inspirational tone inviting students (and parents too for their children) to join the institute for sure success in career. The message is quite serious and constructed on some real facts which should be stated in a friendly manner as it is catering to teenagers. They might loose interest or fail to catch the message if stated too seriously. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 22
  23. 23. Linking Strategy Advertising agency Foote, Cone & Belding has created a strategy model based on two facts: ◗ some purchasing decisions are based on logic which may involve extensive deliberation ◗ some purchasing decisions are based more on emotion thus made with little or no thought Based on these two facts a model is created to determine the logic behind a purchase which may guide the tone and approach of the communication. This model is called “Foote, Cone & Belding Strategy Planning Model”. High Importance Q1 Q2 Thinking Feeling Q3 Q4 Low ImportanceQuadrant I : Thinking + High Importance Also called the informative model. Creative approach : Long copy, specific information and sometimes a demonstration are required to reinforce the selling argument. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 23
  24. 24. Quadrant II : Feeling + High Importance Also called the affective model. Creative approach : Image advertising that communicates with dramatic visuals and emotional statements (opposite to logic) is a thumb rule here.Quadrant III : Thinking + Low Importance Also called the habit formation model. Creative approach : The message should always remind the consumer about the brand. Inducing a trial purchase, or a gift coupon may generate subsequent raise the sales bar.Quadrant IV : Feeling + Low Importance Also called the self satisfaction model. Creative approach : Visual and message should be designed primarily to draw attention to the brand. Special note: Consumers buy a variety of goods and services and they may fit any of the quadrants depending on the specific purchasing decision.Higher education is a very serious matter for a student as well as his / her parents it primarily affects and controls his/her careerand also the rest of his/her life (in Indian context). So as to the employers / corporate houses because it is very important for themto maintain a specific standered in their workforces. So the consumer need a great deal of information to satisfy their queries beforemaking “NITMAS”a choice. Also the institute is not enough strong brand which may influence the purchasing decision. The conclusion: The communication needs to be very informative, honest, friendly and satifying to influence the decision. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 24
  25. 25. Key insights (concept) An education destination comprising of huge residential campus, friendly ambience and great facilities that creates path for holistic development.Design Philosophy ◗ As the tone has to be informative, inspirational and friendly it is necessary to portray the life and warmth of the campus through layout and visuals. ◗ Consumer promise (the big idea should be highlighted or given proper importance> May be a unit can be created for that which may be tagged with all communication ◗ Main caption and supporting lines should follow the key insights. ◗ “Supporting evidences” and ”factors influencing purchase” should be considered with proper importance while writing body copy. ◗ There are four key segments of the institutes which need to be highlighted : a general picture of the institute, detailed features of the institute, departmets and career prospects.Mandatories Logo of the institution, mention of the previous existance (preferably in logo format), address & contact details, mention of scholarships, mention of affiliations. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 25
  26. 26. DERIVING THE LOGO
  27. 27. LOGO DESIGN STRATEGY Name NITMAS is an acronym that stands for ‘Neotia Institute of Technology, Management & Sciences’ which succinctly encompasses all the various disciplines of the institution while sounding smart and easy to pronounce. Typography The use of Serif and Sans-Serif fonts imparts a modern, new-age look to the logo units Colour Blue, orange, yellow and red are colours used traditionally for the logos of educational institutions. Colours like purple, brown and grey have also been used to effect. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 27
  28. 28. PROPOSED LOGOS BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 28
  29. 29. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 29
  30. 30. BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 30
  31. 31. BRAND COMPONENTS
  32. 32. MONOGRAMBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 32
  33. 33. LOGO 7xLOGO WITHBACKGROUND 2X 1.5X1.5X1XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 33
  34. 34. STANDARD LOGO STANDARD LOGO WITH STANDARD BACKGROUND REVERSE LOGO WITH BLACK/ DARK BLUE/OR OTHER DARK BACKGROUND REVERSE LOGO WITH ORANGE/ YELLOW/ BLUE OR OTHER MIDTONE BACKGROUNDBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 34
  35. 35. BLACK / ONE COLOUR LOGO NEOTIA INSTITUTE of TECHNOLOGY ONE COLOUR REVERSE LOGO MANAGEMENT & SCIENCE MONOCHROME LOGO MONOCHROME LOGO WITH MIDTONE BACKGROUND MONOCHROME LOGO ON BLACK/DARK BACKGROUNDBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 35
  36. 36. INCORRECT LOGO USAGE Logo Usage For approved logo usage please refer to the previous pages. Prohibited Logo Usage Never use anything but the approved and provided logo. Never attempt to create your own NITMAS logo Never reproduce the logo in the non-approved colours Never stretch or alter the logos proportions (horizontal/vertical orientation) Never attach anything to the logo Never use part of the logo; it is an integral unit, always keep it whole. Never use the logo as part of a sentence or phrase Never use the logo in a crowded space Never print on top of the logo BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 36
  37. 37. TAGLINEThe three fundamental consideration of NITMAS corporate tagline are:• The one big idea with which you want to associate your company/brand in the mind of the consumers/market, an essence which defines benefits of the usage of product/service• Graphic disposition : Should appear as corporate signature but in the form of a seperate unit (Stand Alone). Not necessary to appear with the logo every time as it has given a special identity to put more highlight on the”Big Idea”. Therefore the tagline is different from the orthodox one.• Shelf-life : Not campaign dependant, but positioning driven and strategic, therefore a shelf-life of minimum five years. CURIOS AT I O N IT Y  OR M INSPIR A T I O N T R ANSFBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 37
  38. 38. TAGLINE USAGE Required applications: Prohibited Applications Advertising Architectural Signs Print Advertisements Monumental Signs Radio Light Cabinet TV Signage Engraved Signage Sales & marketing Collateral Business Stationary Printed Letterhead Online Business Cards Video Envelopes Automated Voice System Messaging Paychecks Recommended Applications Legal Contracts Tradeshow signage Internal Stationaries Promotional Gifts Caps Ties Recommended Promotional Buttons Umbrellas Items Sports Goods Paperweights Watches T-shirt Jackets Coffee Mugs Wall ClocksBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 38
  39. 39. COLOUR CMYK RGB PANTONE 90,100,15,10 67,42,119 DS 178-1U 0,55,100,0 246,139, 31 DS 32-1U 0,0,0,100 0,0,0 PROCESS BLACK U 0,0,0,0 255, 255, 255 10,3,0,20 186, 195, 207 DS 333-8U 0,0,0,40 167, 169, 172 DS 325-6 UBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 39
  40. 40. TYPEFACES ABCDEFGHIJKLMNOPQRSTUVWXYZ Aero Regular Aero regular italic AERO abcdefghijklmnopqrstuvwxyz 1234567890&%^$#@!*()_+}{|][;’”:/.,<>? Aero extended Aero Extended Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Futura Light Futura Light Italic FUTURA BOOK abcdefghijklmnopqrstuvwxyz 1234567890&%^$#@!*()_+}{|][;’”:/.,<>? Futura Book Futura Book Italic Futura Medium Futura Medium Italic Futura Bold Futura Bold Italic Futura Heavy Futura Heavy Italic Futura Extra Black Futura Extra Black Italic Futura Light Condensed Futura Light Italic Condensed Futura Medium Condensed Futura Medium Italic Condensed Futura Bold Condensed Futura Bold Italic Condensed Futura Condensed Extra Black Futura Condensed Extra Black ItalicUsing other fontsIn the rare instance that a font becomes part of a graphical illustration in a campaign, it may become necessary to use a font other than AERO &FUTURA. In these cases, always ensure you are using a font which aesthetically matches with two corporate fonts specified above. In those cases one mustuse either Aero or Futura in body copy along with other parts of communication such as address, contact no. website address etc.Do not mix more than two fonts in a single design. All types of communication for a single campaign should have same fonts with similar treatment. Otheraspects of design are discussed later.For example: For a poster design on Annual fest the theme and concept may demand a stylish/funky font for caption. But in that case one must use Aero / Futura in body copy along with other partsof communication such as address, contact no. website address etc. Also ensure that the font matches aesthetically with corporate fonts.BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 40
  41. 41. STANDARD COMMUNICATION
  42. 42. BUSINESS CARD 90mm X 55mm 3X 4X 6X 6X 3X 13mm Pradip Jyoti Agrawal~Director +91 98309 90041 6X X Campus Sarisa | D H Road | 24 Pgs | West Bengal 743368 | P (953174) 245101 CURIOSITY ~ INSPIRATION ~ TRANSFORMATION X 3.5X City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.org 6X 3X 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 42
  43. 43. Pradip Jyoti Agrawal~Director +91 98309 90041 Campus Sarisa | D H Road | 24 Pgs | West Bengal 743368 | P (953174) 245101 CURIOSITY ~ INSPIRATION ~ TRANSFORMATION City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.orgBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 43
  44. 44. LETTERHEAD 210mm X 297mm 3X 3X 23mm An Institute of Educational Development Trust An Institute of Educational Development Trust Campus Sarisa | Diamond Harbour Road | 24 Parganas | West Bengal 743368 | P (953174) 245101 Campus Sarisa | Diamond Harbour Road | 24 Parganas | West Bengal 743368 | P (953174) 245101 4X City Office 6/7A AJC Bose Road | Kolkata 700017 | P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.org City Office 6/7A AJC Bose Road | Kolkata 700017 | P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.org AICTE approved Degree College | Affiliated to West Bengal University of Technology AICTE approved Degree College | Affiliated to West Bengal University of Technology 3X 3X >3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 44
  45. 45. ENVELOPE 110mm X 225mm 4X 11X 4X CURIOSITY ~ in SPIRATION ~ TRANSFORMATION 7X CURIOSITY ~ in SPIRATION ~ TRANSFORMATION12X / 38.25mm 5X 3X18.5mm Campus Sarisa | Diamond Harbour Road | 24 Parganas | West Bengal 743368 | P (953174) 245101 Campus Sarisa | Diamond Harbour Road | 24 Parganas | West Bengal 743368 | P (953174) 245101 2X City Office 6/7A AJC Bose Road | Kolkata 700017 | P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.org City Office 6/7A AJC Bose Road | Kolkata 700017 | P 033 4008 4848 | E info@itmeindia.org | W www.itmeindia.org 3X 3X 84.5mmBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 45
  46. 46. A4 SIZE ENVELOPE 4X 11X 4X CURIOSITY ~ in SPIRATION ~ TRANSFORMATION 7X CURIOSITY ~ in SPIRATION ~ TRANSFORMATION 12X / 57.5mm 5X 3X 28.25mm NEOTIA INSTITUTE NEOTIA INSTITUTE of TECHNOLOGY of TECHNOLOGY MANAGEMENT AND SCIENCE MANAGEMENT AND SCIENCE Neotia Institute of Technology Management and Science (formerly known as ITME) Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas Campus Sarisa | Diamond Harbour Road | South 24 Parganas 5X West Bengal 743368 | P (953174) 245101 West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in 3X 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 46
  47. 47. 3mm A4 SIZE FOLDER (offset) 2X 3X 3X 3X NEOTIA INSTITUTE of TECHNOLOGY 28mm MANAGEMENT AND SCIENCE 20X 30X 20X Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 47
  48. 48. 22X 4X 8X 4X 4X 16 mm 14X CURIOSITY ~ inSPIRATION ~ TRANSFORMATION 2X 99 mm 15X 10X 2X 2XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 48
  49. 49. NEOTIA INSTITUTE of TECHNOLOGY MANAGEMENT AND SCIENCE Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.inBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 49
  50. 50. CURIOSITY ~ inSPIRATION ~ TRANSFORMATIONBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 50
  51. 51. 3mm A4 SIZE FOLDER (screen) 2X 3X 3X 3X NEOTIA INSTITUTE of TECHNOLOGY 28mm MANAGEMENT AND SCIENCE Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 51
  52. 52. 22X 4X 8X 4X 4X 16 mm 14X CURIOSITY ~ inSPIRATION ~ TRANSFORMATION 2X 99 mm 15X 10X 2X 2XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 52
  53. 53. NEOTIA INSTITUTE of TECHNOLOGY MANAGEMENT AND SCIENCE Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.inBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 53
  54. 54. CURIOSITY ~ inSPIRATION ~ TRANSFORMATIONBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 54
  55. 55. CD STICKERBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 55
  56. 56. A4 SIZE MEMO / NOTICE/ FORM 3X 3X28.25mm 2XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 56
  57. 57. A5 SIZE MEMO / NOTICE/ FORM 3X 3X 28.25mm XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 57
  58. 58. PAPER BAGBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 58
  59. 59. CARRY BAG (BACKPACK & LAPTOP BAG)BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 59
  60. 60. CORPORATE COMMUNICATION
  61. 61. 3X PRESS AD FORMAT 3X CURIOSI TION TY  OR M A INSPI ANSF R AT I O N T R BRAND POSITIONING 55% MAX DUMMY GIN TERE MANTE CVSDDR INTEWQ MUS PRAE CONSUM PUCENDI USSENTRA Ri tum ips, satus. Dem, terobuntiam et is te tes Neotia Institute of Technology Management and Science (Formerly known as ITME) MIN. 5% BUT SHOULD NOT City Office 6/7A AJC Bose Road, Kolkata 700017 | P 033 4008 4848 | E info@itmeindia.org E D U C A T I O N Campus Sarisa, DH Road, South 24 Parganas, WB 743368 | P 953174 245101 | W www.nitmas.edu.in EXCEED 2CM (LARGE ADS)BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 61
  62. 62. BILLBOARD FORMAT 2:1 BRAND 3X POSITIONING3X CURIOSI TY  INSPI R AT I O N T R ANSF OR M A TION DUMMY GIN TERE MANTE CVSDDR INTEWQ S PRAE CONSUM PUCENDI USSENTRA Ri tum ips, satus. Dem, terobuntiam et is te tesOcae at vitatis. Ir qua E D U C A T I O N www.nitmas.edu.in |  033 4008 4848 <10% 60% MAXBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 62
  63. 63. BILLBOARD FORMAT 1:1 3X 3X CURIOSI TION TY  OR M A INSPI ANSF R AT I O N T R BRAND POSITIONING 60% MAX DUMMY GIN TERE MANTE CVSDDR INTEWQ MUS PRAE CONSUM PUCENDI USSENTRA Ri tum ips, satus. Dem, terobuntiam et is te tes E D U C A T I O N www.nitmas.edu.in |  033 4008 4848 <10%BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 63
  64. 64. POSTER/LEAFLET FORMAT 3X 3X CURIOSIT R M AT I O N Y NSFO INSPI R AT I O N  T R A <10%BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 64
  65. 65. EMAILER FORMAT 3X 3X CURIOSIT R M AT I O N Y NSFO INSPI R AT I O N  T R A <10%BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 65
  66. 66. 3X STAND FORMAT 3X CURIOSIT R M AT I O N Y NSFO INSPI R A TI O N  T R A <10%BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 66
  67. 67. 3X 3X PRESENTATION FORMAT CURIOSI TION TY  OR M A INSPI ANSF R AT I O N T R 3X 3X DUMMY SUBJECT E D U C A T I O N 3X 3X E D U C A T I O NBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 67
  68. 68. 3X BROCHURE COVER SAMPLE3X CURIOSI TION TY  OR M A INSPI ANSF R AT I O N T R 3X 3X CURIOSI TION TY  OR M A INSPI ANSF R AT I O N T R PROSPECTUS 2012 PROSPECTUS 2012BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 68
  69. 69. BROCHURE CURIOSI TY  INSPI R AT I O N T R ANSF OR M A TION COVER SAMPLE 3X 3X 3X3X PROSPECTUS 2012 PROSPECTUS CURIOSI TY  INSPI R AT I O N T R ANSF OR M A TION 2012BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 69
  70. 70. SIGNAGE
  71. 71. MONUMENT SIGNAGE normal 10’ 12” 2X 1.5X 1.5X 3’5” 3’6” 1X 2’6” 2X 2X 9”BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 71
  72. 72. MONUMENT SIGNAGE reverse 10’ 12” 2X 1.5X 1.5X 3’5” 3’6” 1X 2’6” 2X 2X 9”BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 72
  73. 73. PAVILION SIGNAGE 8:1/10:1/12:1... 9” 18” E D U C A T I O N 12” 18” 18” E D U C A T I O N 12” 24” 18” E D U C A T I O N 12”BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 73
  74. 74. DIRECTIONAL / PARKING SIGNAGE RATIO 4:1 1.5X 1.5X 48” 48” 12” SCHOLASTIC BUILDING II X 12” ship in campus X 36” 36” 18” 18”BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 74
  75. 75. DIRECTIONAL SIGNAGE LADIES HOSTEL I ADMINISTRATIVE BUILDING SCHOLASTIC BUILDING II ship in campusBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 75
  76. 76. DOOR SIGNAGE EQ EQ EQ PRINCIPAL 24”9” 9” PRINCIPAL 5’ BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 76
  77. 77. BUS BRANDING >=2X >=6X >=6X >=2X LHS >=2X >=3x >=3X >=2X LOGO OF LHS = 0.9X LOGO OF RHSBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 77
  78. 78. EXECUTIVE CAR BRANDING 4X 10X 7X 3X 4X 10X 7X 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 78
  79. 79. EXECUTIVE CAR BRANDINGBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 79
  80. 80. MUV CAR BRANDING 5X 7X 5X 3X 5X 5X 7X 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 80
  81. 81. TRUCK BRANDING 5X 5X 7X 3X 5X 7X 5X 3XBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 81
  82. 82. Project Head: Simon D Rozario Brand Strategy: Abhirup Rakshit Creative Strategy: Joydeep Roy Designing Standard Manual: Joydeep Roy Subinay NandiBRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 82
  83. 83. Neotia Institute of Technology Management and Science (formerly known as ITME) Campus Sarisa | Diamond Harbour Road | South 24 Parganas West Bengal 743368 | P (953174) 245101 City Office 6/7A AJC Bose Road | Kolkata 700017 P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in This book is written for all users of NITMAS brand & its custodians. By applying the communication principles contained in this book, NITMAS can be a stronger, more coherent and consistent brand.BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 83

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