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Unacademy Brand Book

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Unacademy Brand Book

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Unacademy Brand Book

  1. 1. Brandbook & Guidelines Version 1 | October 2018 BREAKING THE NORM
  2. 2. Contents— 01 02 03 04 05 06 07 08 About the Brand Communication Guidelines Visual Identity Colour Palette Typography Illustration + Iconography Photography + Videography Usage 05 13 21 29 33 45 57 63
  3. 3. This document establishes guidelines to ensure consistency, clarity and effectiveness in the way the Unacademy brand is communicated. The aim is to create a unified brand identity that will generate a high top-of-mind recall among our users. We want to remain focussed to build credibility among our users. These guidelines will help all content creators within Unacademy, third parties hired by us, and stakeholders seeking to feature Unacademy understand our brand story, goals and how they can strengthen our brand identity.
  4. 4. Unacademy Brand Book — About the Brand — 5 01 About the Brand— The Unacademy brand stands for universal education. Quality and innovation form the foundation on which the brand is built. Since its inception in 2010, Unacademy has earned the trust and gained recognition from millions of learners around the country. Unacademy has also provided opportunities to several thousands of educators to actively participate in the education revolution it has undertaken. It is changing the way India learns, one lesson at a time.
  5. 5. Unacademy Brand Book — About the Brand — 6 Brand Story— Unacademy was started as an educational Youtube channel in 2010 by Gaurav Munjal while he was in engineering college. He uploaded simplistic video tutorials to help his fellow classmates who struggled with hard topics. The lesson he shot in 2010 on a 2MP camera raked in 20,000 views from his peers. Unacademy was established as a platform in 2015 when co-founders Roman Saini and Hemesh Singh came on board. The name ‘Unacademy’ denotes an unconventional approach to learning. It is meant to be everything that a traditional academy is not. People can learn whatever they want at their own pace, in the comfort of their homes. AN UNCONVENTIONAL APPROACH TO LEARNING. —
  6. 6. Unacademy Brand Book — About the Brand — 7 Today, Unacademy is India’s largest learning platform that brings star educators together with millions of students in need of quality education. The network of registered educators and learners has steadily grown in the last two years. Powered by a young & dynamic team, Unacademy is on its path to an education revolution.
  7. 7. Unacademy Brand Book — About the Brand — 8 Unacademy facilitates the use of technology and tools for millions of learners to connect with the best educators. Students in the remotest parts of India access our content. Top- educators from across India specially create content for our platform. TO BECOME THE LARGEST EDUCATIONAL PLATFORM BY EMPOWERING AND ENABLING STAR EDUCATORS TO PROVIDE HIGH QUALITY EDUCATION. — INNOVATE. ENGAGE. EMPOWER. — Purpose— Mission—
  8. 8. Unacademy Brand Book — About the Brand — 9 Education should not be a function of language, location or financial means. We aim to break these barriers by building the world’s largest online educational repository. This repository will host content by star educators and can be accessed by anyone looking to learn. TO BECOME THE GO-TO PLATFORM TO LEARN OR TEACH. — LEARNERS & EDUCATORS. — Vision— Target Audience— The platform is used by learners who are looking to learn something new or prepare for a competitive exam. The content on the platform is prepared by star educators who are passionate about teaching and good at it.
  9. 9. Unacademy Brand Book — About the Brand — 10 BE NICE, BE RESPECTFUL. BE HONEST & OF INTEGRITY. BE WILLING TO UN-LEARN, LEARN & RE-LEARN. BELIEVE IN MAGIC. — Core values—
  10. 10. Unacademy Brand Book — About the Brand — 11 Brand Personality— UNSTOPPABLE— We are driven by the relentless passion to challenge the status quo. UNCONVENTIONAL— We foster a culture of continuous innovation to stay ahead of the game. UNWAVERING— We focus all our efforts on empowering great educators and inspiring enthusiastic learners. UNBIASED— We listen and care about every user’s needs to ensure that they succeed.
  11. 11. 02 Communication Guidelines— Apply Unacademy’s voice and tone, no matter what product, advertisement or collateral you are creating. Our voice is a reflection of who we are. The way we write and speak in all media is as important as the way we look. The words we use and the way we use them shape the Unacademy brand.
  12. 12. Unacademy Brand Book — Communication Guidelines — 14 BREAKING THE NORM. — INDIA’S LARGEST LEARNING PLATFORM — Slogan— Tagline—
  13. 13. Unacademy Brand Book — Communication Guidelines — 15 ELEGANT. EARNEST. EFFORTLESS. — ELOQUENT. ENCOURAGING. ENGAGING. — How we look— How we speak—
  14. 14. Unacademy Brand Book — Communication Guidelines — 16 Our attitude is welcoming and open, yet clear and effective. Our mandate is to help our users (learners & educators) to achieve their goals. The language should be nurturing and positive. Our platform should captivate and retain our users through its content and language. ELOQUENT— ENCOURAGING— ENGAGING— How we speak (Tonality)—
  15. 15. Unacademy Brand Book — Communication Guidelines — 17 Don’t—Do— Be friendly and uplifting: Be it our correspondence with educators or learners, we encourage our users in their professional and academic pursuits. Have your facts right: We are an educational platform. We want everything we say to be verifiable and factually correct. Be specific and to the point: Our communication is crisp and addresses the issue at hand or topic directly. We are a company with specific goals and objectives and our communication should reflect that. Be Optimistic and exciting: We are passionate about what we do. What we say demonstrates that. Invite users to learn, participate and act: The tone we use resonates with our users. Unacademy is their go- to-destination for all their learning needs. Get to know your audience: Our audience is diverse. Our tone should be welcoming and inclusive. Be disrespectful or discouraging: Everyone on the Unacademy platform is there to contribute towards making it a better resource. Don’t disrespect or discourage anyone on the platform. Overcomplicate or use jargon: Keep it simple. Avoid confusing and ambiguous communication and the use of technical terminology that users may not understand. Be preachy or boastful: We are proud of who we are but always grounded. We are only here to educate. Don’t patronize or speak in a superior tone of voice. Be provocative or pretentious: Our audience is looking for knowledge - academically relevant or educational. Don’t share personal opinions or make controversial comments. Be mundane: We stand out. Refrain from sounding boring and uninteresting.
  16. 16. Unacademy Brand Book — Communication Guidelines — 18 How we look (Visual Quality)— Our visuals should look refined, yet accessible to our diverse user-base. As a platform accessed by millions, our look should be inclusive and sincere— representative of our cause. Our imagery should be clean and effective by establishing a seamless visual hierarchy. ELEGANT— EARNEST— EFFORTLESS—
  17. 17. Unacademy Brand Book — Communication Guidelines — 19 Don’t—Do— Be authentic and unique: Unacademy has its own distinct look and feel. Believe in the brand and use it boldly. More with less: Our brand language is built on simplicity and ease. Keep it minimal and functional. Be well-aware of the context: Our audience consists of people from diverse backgrounds. Our look expresses this diversity and is inclusive. After all, education is for all. Communicate rather than decorate: Our visuals add information. They provide context, add clarity, or lead users to their next step. Be consistent: Consistency speaks of quality— of our look and the brand it represents. Compromise or stifle your creativity: Don’t limit your ability to make great visuals. Use these guidelines as a starting point for your creative ideas. Lose sight of the bigger picture: Being consistent means considering details of a single application, as well as at the body of visuals as a whole. Don’t get bogged down by detail, focus on the bigger picture. Ornament unnecessarily: Refrain from using visual elements simply as ornamentation as they distract from our messaging and/or call to action. Be generic or ordinary: Avoid using unoriginal templates, illustrations, icons or designs. Never compromise, never replicate.
  18. 18. Unacademy Brand Book — Visual Identity — 21 03 Visual Identity— Our visual identity is what makes Unacademy instantly recognizable to our users. Our audience associates our identity with our product and platform. The Unacademy identity forges the connection between us and our users, builds user loyalty, and determines how our users will perceive our brand.
  19. 19. Unacademy Brand Book — Visual Identity — 22 Our Logo— This is the main Unacademy logo. As an abstract trophy, the Unacademy logo represents achievement and excellence. The two semi-circles in our brand identity indicate the dual nature of our platform tending towards our educators (blue) and learners (green).
  20. 20. Unacademy Brand Book — Visual Identity — 23 Monotone Logos— These can be used as a substitute, only when absolutely necessary. *You can download the Unacademy logo here: drive.google.com/drive/folders/1n_ov9GQNIvuc1N4u0FUUMnzsZxTM0A0_?usp=sharing
  21. 21. Unacademy Brand Book — Visual Identity — 24 Spacing— Our logo works best when it has enough room to breathe. Consider the bottom semi-circle in the logo to be 1 unit. When composing, leave at least one unit worth of space around the logo. 1 unit 1/2 unit
  22. 22. Unacademy Brand Book — Visual Identity — 25 This is our logo stripped of its wordmark. Use it only when and where space is limited. For instance, when the logo has to be within a square or circular, the use of the glyph is allowed. Minimum Size— Preserving legibility in both print and digital formats is crucial. In Print— Our logo should not be smaller than 0.75” in width in print. On Screen— Our logo should not be smaller than 125px in width on screen. Our Glyph— 125px0.75”
  23. 23. Unacademy Brand Book — Visual Identity — 26 Using the Identity— Centre-aligned: The lockup should ideally be centre- aligned, either anchored at the top, centre or bottom, depending on the visual and content. Right/Left-aligned: In our App and on our website, the identity lockup is anchored to the top-left corner. Use sparingly in any other instances. Unacademy Glyph: The glyph can only used on its own in special instances where the audience is familiar with Unacademy or size and space are a major constraints. For example, in an App icon or splash screen, or as part imagery.
  24. 24. Unacademy Brand Book — Visual Identity — 27 Don’t— Use the logo with old colours. Rotate the logo. Use any effects like drop shadows or gradients. Use only the wordmark. Use against busy backgrounds. Stack the logo. Distort the logo by stretching or squeezing it. Use against low-contrast coloured backgrounds. Create your own versions. educator
  25. 25. Unacademy Brand Book — Colour Palette — 29 04 Colour Palette— The foundation of our colour palette is built on our core principles and guidelines. Although we value an aesthetically pleasing use of colour, we value clear communication more. Our use of colour is purposeful, elegant, and supports the purpose of the content.
  26. 26. Unacademy Brand Book — Colour Palette — 30 Educator Blue R.45 G.129 B.247 C.81 M.47 Y.0 K.3 HEX #2D81F7 R.8 G.189 B.128 C.75 M.0 Y.69 K.0 HEX #08BD80 Learner Green Brand Colours— These are our brand colours. Throughout our communication, we keep our visuals tailored to the core audience— blue for educator-centric and green for learner-centric messaging. Others— We compliment our brand colours with neutrals and an extensive palette of bright solid and gradient colours. The use of colour is purposeful and justified for the visual in question.
  27. 27. Unacademy Brand Book — Colour Palette — 31 R.255 G.255 B.255 C.0 M.0 Y.0 K.0 HEX #FFFFFF R.24O G.244 B.247 C.4 M.2 Y.1 K.0 HEX #F0F4F7 R.223 G.234 B.245 C.11 M.4 Y.1 K.0 HEX #DFEAF5 R.121 G.121 B.121 C.54 M.45 Y.45 K.10 HEX #797979 R.218 G.218 B.218 C.13 M.10 Y.11 K.0 HEX #DADADA R.60 G.72 B.82 C.76 M.62 Y.51 K.36 HEX #3C4852 R.48 G.48 B.48 C.70 M.64 Y.63 K.61 HEX #303030 R.0 G.0 B.0 C.75 M.68 Y.67 K.90 HEX #000000 Neutral Palette—
  28. 28. Unacademy Brand Book — Typography — 33 05 Typography— Typography is a key element to communicate a unified identity and personality for Unacademy. By consistently tying typographic styles to appropriate functions on our platform, we create a clear visual pattern to follow for users to interact with us.
  29. 29. Unacademy Brand Book — Typography — 34 Brand Typeface— Oli Grotesk. Oli Grotesk Regular Oli Grotesk Thin Oli Grotesk Bold ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 !@£$%^&*()?{}:/ ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 !@£$%^&*()?{}:/ ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890 !@£$%^&*()?{}:/
  30. 30. Unacademy Brand Book — Typography — 35 The Oli Grotesk typeface family is an ambitious super- family that encompasses all major Indian scripts— Latin, Devanagari, Tamil, Gujarati (for the time-being) under one visual language. This ensures that for our diverse usage especially in marketing, for screen and print, we have a consistent look and typography. We use the Thin, Regular and Semibold weights. These weights ensure our communications have maximum impact and is easy to read and navigate, whilst being clear and elegant. *You require a license to use this typeface in print or on screen. Contact the design team if you need a license. If not, use our free alternative mentioned in the following page. IN ALL MAJOR INDIAN SCRIPTS. 8 WEIGHTS. FOR PRINT & SCREEN. —
  31. 31. Unacademy Brand Book — Typography — 36 Supporting Typeface— Work Sans. Work Sans ExtraLight Work Sans Regular Work Sans SemiBold Work Sans ExtraBold ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijkl mnopqrstuv wxyz 1234567890 ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijkl mnopqrstuv wxyz 1234567890 ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijkl mnopqrstuv wxyz 1234567890 ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijkl mnopqrstuv wxyz 1234567890
  32. 32. Unacademy Brand Book — Typography — 37 Work Sans is a free, open-source typeface available on Google Fonts. The font family is available in nine weights but restrict your usage within the ExtraLight, Regular, SemiBold and ExtraBold weights. This typeface is versatile for print and screen. FREE-TO-USE. 9 WEIGHTS. FOR PRINT & SCREEN. — *You can download the Work Sans font files free here: fonts.google.com/specimen/Work+Sans
  33. 33. Unacademy Brand Book — Typography — 38 Product Typefaces— Merriweather Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Roboto Regular Roboto Medium Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  34. 34. Unacademy Brand Book — Typography — 39 SF Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SF Pro Medium SF Pro Semibold SF Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz *These are the typefaces used in the Unacademy products— Apps and Website. We only use them in the given weights. They are also open source i.e. available for free. Kindly go through usage guidelines before using. Download from: fonts.google.com/specimen/Merriweather | fonts.google.com/specimen/Roboto | developer.apple.com/fonts
  35. 35. Unacademy Brand Book — Typography — 40 Typographic Guidelines— Using Oli Grotesk 10pt type on 14pt leading 12pt type on 16pt leading 15pt type on 19pt leading 18pt type on 22pt leading 21pt type on 25pt leading 25pt type on 30pt leading 30pt type on 34pt leading 32pt type on 36pt leading 36pt type on 40pt leading Use Oli Grotesk for headlines and short body copy (1—5 sentences). Where possible, keep the text above 10pt. Leading increments should increase by +4pt (e.g. 12pt on 16pt leading). At larger sizes (45pt+), it is best that leading is equal to type size (e.g 50pt on 50 pt). Leading may require tightening for type sizes above 100pt (e.g 100pt on 95 pt). When using all-caps, leading can be made tighter.
  36. 36. Unacademy Brand Book — Typography — 41 10pt type on 14pt leading 9pt type on 13pt leading 12pt type on 16pt leading 15pt type on 19pt leading 18pt type on 22pt leading 21pt type on 25pt leading 25pt type on 30pt leading 30pt type on 34pt leading 32pt type on 36pt leading 36pt type on 40pt leading Using Work Sans Use Work Sans for larger body copies and only when Oli Grotesk is not available. Leading increments should increase by +4pt (e.g. 12pt on 16pt leading). At larger sizes (45pt+), it is best to use thicker weights and leading equal to type size (e.g 50pt on 50 pt). Leading may require tightening for type sizes above 100pt (e.g 100pt on 95 pt). When using all-caps, leading can be made tighter.
  37. 37. Unacademy Brand Book — Typography — 42 Best Practices— These examples show flexibility of the typography and use of the identity. Primarily use a centred layout with centred typography and the Unacademy logo. Minimise ragging. In instances where there are larger amounts of copy, text must be left-aligned.
  38. 38. Unacademy Brand Book — Typography — 43 Don’t— DROP SHADOWS. GRADIENTS. TOO WIDE. OTHER FONTS. HYPHEN- ATION TOONARROW. TOO LOOSE. TOO TIGHT. Style the typography with effects. Keep the text in its purest form. Use single, solid coloured type. Use alternative typefaces. Use Oli Grotesk, our brand typeface and Work Sans, when Oli Grotesk is not available. Do not try to replicate the fonts using a typeface with a similar styling. Use hyphenation. Alter kerning or tracking settings from the metrics. Don’t alter leading from the suggestions mentioned in pg 40/41. Our brand typefaces are designed to be optimal for reading and use.
  39. 39. Unacademy Brand Book — Illustration + Iconography — 45 06 Illustration + Iconography— Illustration and icons are powerful communication tools, but only if you have something to say. Our style is inspired by simplicity and the shapes of our visual identity. When it is simply ornamental, illustration can easily become overhwhelming or distracting. Ensure that the illustrations compliment the messaging wherever used.
  40. 40. Unacademy Brand Book — Illustration + Iconography — 46 Illustration— We use illustrations across our platform to bring our product to life. The illustrations are used to reinforce our brand personality and gives us another way to assist our users without overwhelming them with too much content. We also use illustrations in other media such as print and decks. The style remains the same to ensure consistency and brand recallability at every touch- point. Inspired by our visual identity, which is made out of simple semi-circles, our illustration style is also geometric. The illustrations are created with wholes, halves and quarters of basic shapes.
  41. 41. Unacademy Brand Book — Illustration + Iconography — 47 Character Illustrations— We have a specific style for our characters. We keep with the overall geometric shape style and refrain from too much detail. Extended features such as outfits, hair styles, skin tone and facial hair can be explored to ensure diversity and to control their personalities. Construction Style In Action
  42. 42. Unacademy Brand Book — Illustration + Iconography — 48 Spot Illustrations— Spot illustrations are used to help showcase a small feature or explain an experience. They’re lightweight, not too busy but are there to help enhance the flow by bringing the interface to life and delighting the user. The dimensions of spot illustrations are kept square-like and consistent throughout.
  43. 43. Unacademy Brand Book — Illustration + Iconography — 49 Empty State Illustrations— An empty state illustration is used to explain a feature but should never be the primary focus of the component. It is used as a way to address the need to fill an empty area or can either be to add character to a lifeless area on the interface. For empty state illustrations, we keep our palette fairly muted. Only the element of the illustration that signifies action is highlighted with colour.
  44. 44. Unacademy Brand Book — Illustration + Iconography — 50 Scene Illustrations— We use scene illustrations to explain a feature or scenario to the user with more context and detail.
  45. 45. Unacademy Brand Book — Illustration + Iconography — 51 Pattern Illustrations— Our pattern designs are versatile and can be used in various formats ranging from the splash screen background to packaging paper. We like to keep our patterns minimal using shapes and other simple elements to maintain overall brand consistency. *You can download and use from the range of custom Unacademy patterns here: drive.google.com/drive/folders/1n_ov9GQNIvuc1N4u0FUUMnzsZxTM0A0_?usp=sharing
  46. 46. Unacademy Brand Book — Illustration + Iconography — 52 Illustrations in Print— The only additional aspect to keep in mind while creating illustrations for print is to make sure the colours are in the CMYK colour spectrum.
  47. 47. Unacademy Brand Book — Illustration + Iconography — 53 To bring attention to and showcase our range of learning categories, we use more detailed icons. Category Icons—
  48. 48. Unacademy Brand Book — Illustration + Iconography — 54 Icon Set— We use icons across the product to enhance the usability of specific elements across the interface.
  49. 49. Unacademy Brand Book — Illustration + Iconography — 55
  50. 50. Unacademy Brand Book — Photography + Videography — 57 07 Photography + Videography— When creating or sourcing images for any campaign or brand extensions, adhere to our photography guidelines. Make sure the images compliment the brand and our identity. As a platform with lesson videos, our content should be engaging and enriching for our users.
  51. 51. Unacademy Brand Book — Photography + Videography — 58 Best Practices (Photography)— Photo Quality: Use a good camera or high end smartphone. Avoid using a webcam or low-quality device. Orientation: Ensure that the photo is clicked based on the orientation of its eventual use. Lighting: Ensure that there is sufficient light and the surroundings are well-lit. Background: Maintain a solid backdrop or with a small depth of field to ensure that the subject stands out. The focus should not be disturbed by distracting elements. Content: Use original images as far as possible. If not available, use licensed images with due permissions. Get Ready: Wear the Unacademy t-shirt loud and proud wherever possible and don’t forget to smile.
  52. 52. Unacademy Brand Book — Photography + Videography — 59 Don’t— Take photos in the night or in a dark room. Use selfies, as they are informal and not of high quality. Use images of low quality and clarity.
  53. 53. Unacademy Brand Book — Photography + Videography — 60 Best Practices (Videography)— Resolution and Aspect Ratio: Use full HD 1080x1920 in the ratio of 16:9/9:16. Frame: Maintain an aperture between 1.8F and 2.8F for close-up shots, F2.8 and F5.6 for wide shots. Avoid zooming in or out during a roll. Follow a rule of 180 degree to set frames in multi-camera setup. Colour and Design: Adjust the white balance according to the ambience. Follow the colour scheme and fonts recommended by the Design Team. Do not set colour filters or any effect during the shooting. Set saturation and contrast to a minimum. Frame rate and speed: For interviews and documentaries, maintain 24—25 fps. Shutter speed should be below the following parameters: 50 for 25p, 60 for 30p) Audio: Record Audio via External setup only and ensure background noise is minimised.
  54. 54. Unacademy Brand Book — Photography + Videography — 61 Best Practices (Live Sessions)— Content: Begin the session with a brief introduction. Content should be relevant to the topic of the session and concise. Do not share any confidential information. Format: Stick to the maximum time limit specified and take up questions towards the end. Tonality: Communicate in an objective manner and refrain from using disparaging or inappropriate language, making controversial comments and self-promotion. Presentation and Design: Use a background which is clean and ensure adequate lighting. Wear the Unacademy t-shirt in which the logo is clearly visible. Other Technicalities: Ensure that the internet speed is good (perform the Ookla test). Perform a mic-check to ensure good audio quality.
  55. 55. Unacademy Brand Book — Usage — 63 08 Usage— The Unacademy brand system has been created to work seamlessly across diverse media. As our platform and brand continues to expand, it is essential that the usage guidelines be relevant today and in the future. Our brand should be clearly understood by our audience through design and communication.
  56. 56. Unacademy Brand Book — Usage — 64 Platform— Content that is posted directly from the Unacademy account on the platform. It is in the form of videos that share stories, app updates and academically relevant information with our users. The main types of platform videos include learner stories, educator stories, app updates and getting started videos for new educators. These videos are different from the lessons available on the platform and help users feel connected to the Unacademy brand.
  57. 57. Unacademy Brand Book — Usage — 65 Guidelines Format The videos are prepared in PPT/ PDF format and uploaded on to the platform. A voice over that narrates the script of the video is mandatory. Target Audience Ensure that the videos are prepared keeping the target audience in mind. For instance, for a learner success story, the video should cover topics such as study habits, use of Unacademy and advice to other learners. Similarly, for an educator story or for a getting started video, the video should be prepared such that it resonates with the educators. Content Depending on the type of video - stories, updates, or getting started, the content should be relevant and factually correct. For stories, the content is based on telephonic conversations with learners and educators. Content for app update videos are prepared in collaboration with the Tech team and content for the Educators- Getting Started videos are prepared in collaboration with the Educator Relationship Managers. Presentation and Design The design and presentation should be clean and in compliance with the design guidelines. The Unacademy brand colours shall be used and logo should be used on title slide. Images In the case of the use of images of learners or educators, take due written permission. For other images, ensure that they are copyright-free. Voice-over Voice-over should clearly narrate the script. Background noise should be minimum.
  58. 58. Unacademy Brand Book — Usage — 66 Platform Campaigns Undertaken— UNACADEMY BYTES. EDUCATOR STORIES. SUCCESS STORIES. GETTING STARTED. UPDATES FROM UNACADEMY. —
  59. 59. Unacademy Brand Book — Usage — 67
  60. 60. Unacademy Brand Book — Usage — 68 Social Media— Unacademy’s strong presence on social media (Facebook, Twitter, Instagram) helps us remain connected to our target audience. Thus far, social media has not only helped Unacademy increase platform-traffic and conversions but also build user loyalty. The content posted on Unacademy’s social media handles must be academically relevant and beneficial to our target audience. Content is cross- posted across the three channels.
  61. 61. Unacademy Brand Book — Usage — 69 Guidelines Content Use academically relevant content based on categories available on the platform for videos. Ensure consistency in content. For posters, use content that is fresh, engaging and informative. Refrain from the use of biased, controversial or inappropriate content. Target Audience All campaigns run on our social media channels will be created and executed keeping our target audience (particularly learners) in mind. Tonality Unacademy’s tone on social media is casual and friendly. The focus should be on conveying academically relevant topics or trivia in an interesting and fun manner. Format Design of social media posts and videos should be original visuals or made using high-definition, copyright free images from Shutterstock. Posting Regularise the posting schedule to ensure that users look forward to the campaigns.
  62. 62. Unacademy Brand Book — Usage — 70 Social Media Campaigns Undertaken— #TRENDING. KNOW YOUR WORDS. DAILY VIDEOS. UNSCRAMBLED. DOWNWORDS. SOBRIQUETS OF THE WORLD. MUMBLE JUMBLE. THE ART OF LANGUAGE. WORD OF THE DAY. —
  63. 63. Unacademy Brand Book — Usage — 71
  64. 64. Unacademy Brand Book — Usage — 72 Blog— UNACADEMY BLOG — About The Unacademy Blog is maintained on Medium (blog.unacademy.com). The content on the blog can be divided into three categories— Company News Any content written on company updates such as funding, new categories, milestone achieved, new initiative launched etc. can be added under this section. The key tag is ‘News’. The Unacademy blog is a forum to share stories about our culture, engineering, product and company news. At Unacademy Any content written on the culture of Unacademy such as the Unoffsite, employee engagement activities, celebrations etc. can be added under this section. The key tag is ‘Culture’. Tech@Unacademy Any content written on product, engineering or design updates as well as educational content on technology by the Tech team at Unacademy such as introduction of a new feature on the Unacademy Learning/Educator App, use of a software development technique etc. can be added under this section. The key tag is ‘Product’.
  65. 65. Unacademy Brand Book — Usage — 73 Guidelines Content Create and publish content that is insightful and relevant to the Unacademy’s stakeholders. Choose quality over quantity. Refrain from using unnecessary jargon specific to Unacademy or use content that is completely promotional. Keep the target audience in mind when writing blog posts. Tonality and Format Ensure brand tonality is maintained in the blog. Use heading and subheadings to categorise content. Supplement the content with good quality images or illustrations - original or copyright-free. Posting Maintain consistency with respect to the number of posts. Share latest blog posts with users in the Sunday Mailer.
  66. 66. Unacademy Brand Book — Usage — 74 Video— UNACADEMY VLOGS — Guidelines - Video resolution should be a minimum of 1920p x 1080p in a landscape format. - The videos are quirky yet professional. Colour correction should be balanced, the picture should not be too saturated. - Use of language in the voiceovers is light and friendly. - Use brand colours while making titles and logos. - Depending on the category, the videos can have vector based animations. Unacademy Vlogs, is a channel on YouTube that showcases events at Unacademy to the target audience— both educators and learners. The content that goes into a Vlog is handpicked and aligns with the culture, vision and mission of Unacademy. Content ranges from Monthly Educator Awards to events held in the Unacademy Office.
  67. 67. Unacademy Brand Book — Usage — 75 - The glyph should appear throughout the video on the top right corner. Opacity of 40%. - The Unacademy logo is to be used at the end of all videos. - The music for the Vlog is sourced from a royalty-free website or can be made in-house. Based on the tone of the video, the music can range from being inspirational to fun and quirky. Sound effects can be used to emphasise elements in the video.
  68. 68. Unacademy Brand Book — Usage — 76 Email— UNACADEMY SUNDAY EMAILER — Guidelines - Email shall be mailed to all users of the Unacademy Learning App. - Subject of the email should be catchy and relevant to the content covered in the email - Personalise the emails. Start the email with ‘Hi {{user[‘system’][‘first_name’]}}’ to ensure that the learner’s name appears in the mail. - Ensure brand tonality (refer to communication guidelines) is maintained in the email. Branding emails that are sent out from Unacademy to all the learners. These emails share the updates of the week with the users. Content covers Vlogs, Educator and Learner Stories, Learning App updates and other news from Unacademy.
  69. 69. Unacademy Brand Book — Usage — 77 - Do not use any inappropriate or controversial content in the email. - The content should not exceed 300— 400 words. - Sign off the email with ‘Your Team at Unacademy’. - Add an option to unsubscribe.
  70. 70. Unacademy Brand Book — Usage — 78 Advertisement Campaigns— BILLBOARD — Guidelines Simplicity Message should be clear and concise. The copy should be approximately be 5-6 words followed by a clear CTA to generate maximum impact. Visibility Use highly contrasting colours and our brand typeface. Ensure there is enough space between the letters and words. Appeal Use a catchy title or tagline to invoke a positive emotion through our communication. Complete The ad should stand its own and contain our entire message. Strategic Attractive design and optimal media placements for different regions/cities.
  71. 71. Unacademy Brand Book — Usage — 79 Past Billboard Ad—
  72. 72. Unacademy Brand Book — Usage — 80 PRINT — Guidelines Headline Grab the reader’s attention with a headline or an eye-catching phrase. Keep it short and simple, and avoid the use of any controversial phrases or slang. Copy Length Short copy would leave room with impactful images or illustrations is recommended. Benefits The body of the ad should list benefits or reasons why the learners should buy/ use Unacademy. Closing The closing copy should make the reader curious to check out Unacademy on the web or download the App. Choice of Newspapers Use a mix of English national dailies along with regional newspapers depending on goal and target audience. Target ‘The Hindu’ while doing any UPSC related advertisements. For brand building, consider Times of India on a PAN India level. Use the list of newspapers below as a reference­— City Newspaper Delhi English: Hindustan Times Hindi: Navbharat Times Lucknow Amar Ujala, Dainik Jagran Patna Hindustan Jaipur Rajasthan Patrika, Dainik Bhaskar Kolkata Bengali: Anand Bazar Patrika English: Telegraph
  73. 73. Unacademy Brand Book — Usage — 81 Past Print Ads—
  74. 74. Unacademy Brand Book — Usage — 82 Events— EDUCATOR MEETUPS. WORKSHOPS. MONTHLY EDUCATOR AWARDS. — Guidelines Proper Planning The planning should be done well in advance. This stage includes creating a timeline, choosing a location, setting a budget, assigning roles and responsibilities to staff and preparing a comprehensive communication and design brief. Design Ensure the aesthetic appeal of the brand during the event. Marketing Generate buzz around the event through social media and internal communication through personalised tools. Follow Up Collect event feedback through phone calls, internal communications , questionnaires etc.
  75. 75. Unacademy Brand Book — Usage — 83 Brand Partnerships— CONTENT CREATORS — Objectives The content should evoke interest in the Unacademy brand and increase brand awareness. It should establish a strong lifestyle connection with our users present on a particular channel The brand perception as a young, dynamic and innovative brand should be reinforced. Core message Unacademy is the go-to platform to both learn and teach online. Unacademy shall collaborate with original content creators to create awareness about the Unacademy brand and build brand affinity among the target audience. Other Creative Attributes Brand Integration scene should highlight any or all of the benefits of Unacademy, i.e; high quality content available in the language of your choice, top teachers, focus on test prep subjects, self- evaluation, revision, et cetera. All videos shall end with the cast wearing the iconic Unacademy black t-shirt and the CTA shall include ‘Download and check out the Unacademy Learning App’.
  76. 76. Unacademy Brand Book — Usage — 84 Contact— This book attempts to showcase all aspects of the Unacademy brand. It also contains links to all assets in different colour variations and formats. If you have an urgent query about the Unacademy brand extending outside this book, please write to— media@unacademy.com
  77. 77. Unacademy Brand Book — Usage — 85 Written + Designed at— Unacademy (Sorting Hat Technologies Pvt. Ltd.) 353, 12th A Cross Rd, Binnamangala, Hoysala Nagar, Indiranagar, Bengaluru, Karnataka 560038 Colophon This document is set in Oli Grotesk (pre- release) designed by Shiva Nallaperumal for Typotheque (Scheduled release - Spring 2019) and Work Sans designed by Wei Huang (2015). This 300 x 180mm document has been printed at PrintXpress, Bangalore on Rendezvous 160GSM paper. The colours in this document may be different from the specified values and hex codes due to variations caused by the print production technology and printing inks used.
  78. 78. Unacademy Brand Book © 2018 Sorting Hat Technologies Pvt. Ltd. unacademy.com

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