2. nasscom | BR AND GUIDELINES R Ay+ K E S h AvA N | T h E B R A N D U N I o N
NASSCOM
Brand Identity
Logo
Colour Palette
Typography
Look & Feel
3. nasscom | BRAND GUIDELINES | ThE NASScom BRAND
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NASScom Logo
The NASSCOM Logo is simple, elegant and effective. The
upper-case letterforms originated because ‘NASSCOM’
was short for National Association of Software Companies’.
The organization has since evolved to become inclusive of
all IT companies and the company name is now used only
for statutory purposes. The brand name is only NASSCOM.
However, the upper-case letters still serve the brand well
because they communicate solidity and stature. Even in text,
the word ‘NASSCOM’ must be written in upper-case.
The colour of the NASSCOM logo is a rich maroon – a colour the nasscom logo
that evokes ‘Indianness’ as much as it conveys warmth
and depth.
Do noT
Do not attempt to recreate the logotype or change its font The logo should always be sharp and clear Do not change the orientation of the logo
4. nasscom | BRAND GUIDELINES | ThE NASScom BRAND
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Logo colours
The NASSCOM logo employs one colour, the NASSCOM
Maroon. The only other permitted version is the Reversed
Version of the logo. This version permits the use of five
other colours (see the Brand Colour Palette section).
The logo should only be used in the specified brand colours.
nasscom maroon
logo in re verse
Do noT
Do not change the colours of the logo
5. nasscom | BRAND GUIDELINES | ThE NASScom BRAND
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Logo Placement various logo pl acements
In all its applications, the Reversed Version of the logo
appears within a confined shape which may be a square
or rectangle and which is either always in the NASSCOM
Maroon or any of the other five brand colours.
This is to make sure the logo does not appear on an image
or cluttered background.
6. nasscom | BRAND GUIDELINES | ThE NASScom BRAND
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Scaling the Logo logo sizes
The NASSCOM Logo can be used in any desired size subject
to a minimum width of 20mm. This is to ensure that the
subtle details of the logo are always reproduced clearly.
ma ximum: any desired size
minimum: 20 mm width
Do noT
Do not scale the logo disproportionately. Do not make the logo smaller than the
minimum recommended size.
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Exclusion Zone
A minimum clearspace helps to highlight the logo, giving it
greater prominence. A clearly defined exclusion zone should, x
therefore, always be maintained around the logo. Ensure that
it is never compromised by any other graphic, text or imagery.
The exclusion zone around our logo would be the area defined
by leaving a uniform clearspace on all sides of the logo,
equivalent to the height ‘x’ as shown in the first diagram
on the right.
x
x
exclusion zone around the logo
Do noT
Do not place other elements within the Do not place the logo too close to the edge
exclusion zone. in any application.
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Logo on various materials logo in 3d
The NASSCOM Logo lends itself to being reproduced in 3D
using different materials for corporate signage. It can also be
used in this form on trophies, plaques etc.
3d colour logo on a white surface 3d logo in metal on brushed steel surface
3d colour logo on brushed steel surface 3d logo in metal on wood / stone
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Logo on various materials logo on paper, gl ass and metal
The logo can be etched on glass and metal surfaces
for applications like signage, souvernirs, trophies etc.
Frosted vinyl can also be used for achieving an etched effect
on glass.
The NASSCOM Logo lends itself well to embossing like paper,
leather or metal.
Embossing can be used on applications such as diaries,
trophies, medals, leather utilities and other such items.
The logo in colour should not be used for embossing.
noTE
1. Using vinyl stickering is a more viable and economical
option than etching on glass for signage applications as etching on metal embossing the logo on paper
it allows for change.
etching on gl ass frosted vinyl stickering on gl ass
10. nasscom | BR AND GUIDELINES R Ay+ K E S h AvA N | T h E B R A N D U N I o N
NASSCOM Brand
Colour Palette
11. nasscom | BRAND GUIDELINES | ThE BRAND coLoUR PALETTE
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Brand colour Palette
Apart from the NASSCOM Maroon, we have
five other permitted brand Colours that can be
used as a background for the NASSCOM Logo on
reverse. These colours are also widely used in all
the applications of the NASSCOM Brand nasscom maroon nasscom teal nasscom dark teal
Delivery Channels.
Pantone: 202C Pantone: 3145C Pantone: 315C
Pantone Colours
Process: C26 M100 Y90 K26 Process: C100 M0 Y20 K23 Process: C100 M0 Y12 K43
The Pantone Matching System is a
worldwide printing, publishing and packaging Digital: R150 G27 B38 Digital: R0 G141 B168 Digital: R0 G114 B143
colour standard for the selection and control
of colour.
CMYK Colours
Stands for Cyan, Magenta, Yellow and Black.
All offset and most digital printing devices nasscom dark blue nasscom light brown nasscom light gre y
use this mode of resolving colour.
RGB Colours Pantone: 648C Pantone: 401C Pantone: 431C
Stands for Red, Green and Blue. All electronic Process: C100 M62 Y0 K52 Process: C0 M5 Y11 K23 Process: C11 M1 Y0 K64
displays, including monitors use this mode Digital: R0 G52 B104 Digital: R203 G193 B182 Digital: R106 G115 B123
of colour.
nasscom dark gre y
Pantone: 325-2C
Process: C0 M0 Y0 K85
Digital: R78 G77 B80
12. nasscom | BR AND GUIDELINES R Ay+ K E S h AvA N | T h E B R A N D U N I o N
NASSCOM
Brand Typography
13. nasscom | BRAND GUIDELINES | ThE BRAND TyPoGRAPhy
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Primary Typeface: Klavika
The primary brand typeface for NASSCOM is Klavika. Typographer Eric Olsen of Process Type Foundry designed this typeface
specifically for identity programs and editorial use.
Although initially designed for print usage the square shaped forms of Klavika also make it a great font for use on screen.
versatile, flexible
rhythmic, high-tech, detailed, reliable
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klavika (light) klavika regular Primary Typeface: Klavika
to be used across all applications
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OoPpQqRrSsTtUuVvWwXxYyZz ooPpQqRrSsTtUuvvWwXxyyZz
1234567890 @$%&{}()/’”|[],. 1234567890 @$%&{}()/’”|[],.
klavika (medium) klavika (bold)
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz
1234567890 @$%{}()/’”|[],. 1234567890 @$%{}()/’”|[],.
Windows Default Typeface: Arial Ms
arial (regul ar) arial (italic)
In cases where the application is dependant on the
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMmNn user’s system, (presentations / web sites / e-mails)
it may be necessary to use a Windows default font.
OoPpQqRrSsTtUuVvWwXxYyZz OoPpQqRrSsTtUuVvWwXxYyZz Since target viewers may not have Klavika installed
1234567890 @$%{}()/’”|[],. 1234567890 @$%{}()/’”|[],. on their systems, use the Arial MS font family.
arial (bold) arial (bold italic )
AaBbCcDdEeFfGgHhIiJjKkLlMmNn AaBbCcDdEeFfGgHhIiJjKkLlMm
OoPpQqRrSsTtUuVvWwXxYyZz NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890 @$%{}()/’”|[],. 1234567890 @$%{}()/’”|[],.
15. nasscom | BRAND GUIDELINES | ThE BRAND ImAGE STyLE
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Brand Image Style
Our distinctive image style uses close up forms, patterns
and textures that evoke a certain mood, relevant to the
context of the forum.
We avoid use of people, instead sticking more to
abstract visuals.
do not
Do not use people shots Do not use stereotype imagery Do not use long shots Use tightly cropped close-ups instead
16. nasscom | BR AND GUIDELINES R Ay+ K E S h AvA N | T h E B R A N D U N I o N
NASSCOM Look Feel
