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BRAND GUIDELINES
Designed by
Shamika Dukle.
ACKNOWLEDGEMENT
I am grateful to Ms. Dhriti Bid and Mr. Mayur Khatwani
and Mr. Vivek Kumar who devoted their time and
expertise to teaching and guiding me. Their foresight and
commitment to excellence inspired me to push myself
to new heights and constantly strive for improvement.
CONTENTS
Introduction
Collateral and Stationery
Usage
Colour palette
The logo
Typography
Brand imagery
Tone of voice
What is eCultify?
The tangible part of our brand!
How we are represented is important.
What colours define us?
How did we create our identity?
The fonts we used to represent us.
What images do we use?
What is our personality?
01-04 20-21
12-14 23-24
05-11 22
15-19 25-33
INTRODUCTION
Who is eCultify?
eCultify as an agency are passionate problem
solvers who help brands reimagine and
reinvent their digital world. eCultify is an
online marketing agency for mobile and
web giving brands an approach to achieve
all shoppers more than ever. They serve all
industry domains with upcoming dedication
& seamless efforts to provide affiliate and
digital marketing services.
01
How did eCultify come to be?
Started by the alumnus of IIM and MICA
in 2018 [Mayur Khatwani and Vivek
Kumar]. eCultify have a unique blend of
experience and expertise across the world
of digital, branding and marketing thus
enables us to develop digital solutions and
create campaigns which truly transform
brands and organizations - opening up
new possibilities, inspiring audiences and
attracting customers.
INTRODUCTION
02
Mission
We do good work with good people. Through trusting
partnerships, we build and distribute powerful visual
content that educates, engages, and inspires. We
want to help brands derive new ways to interact with
their customers and enage them in personalized and
customized communication.
INTRODUCTION
03
Vision
Our vision is to renovate brand communication, to move
forward and grow with the community in the ever-changing
digital world.
We strive to repeat this process for our brands to increase
the reach and visibility.
INTRODUCTION
04
THE LOGO
The identity
NETWORKING
An essential part of eCultify is their
networking skills and the networks they
build.
Network relationships are crucial for
eCultify because they enable them to gain
valuable insights into their target audience,
establish a reputation as a trusted partner,
and stay informed on the latest industry
developments.
05
PRIMARY LOGO
THE LOGO
06
SECONDARY LOGOS
Type logo Icon logo
Icon with circle background
(colour variations)
THE LOGO
07
THE CONCEPT
There are a few ideas that are captured with
this logo:
1. The intersection of young minds to create
something innovative
2. The importance of communication and
maintaining realtionships
3. The constant effort to stay on top of our
game
THE LOGO
1
08
1
Logo grid
THE LOGO
1x
1x
1x
1.5x
7x
1.4x
09
Logo spacing
THE LOGO
10
1
Logo scalability
THE LOGO
Minimum: 50mm Minimum: 13mm
11
COLOUR PALETTE
With our colours we aim to evoke emotions
and create associations in people’s minds.
Our carefully selected colour palette that
aligns with eCultify’s brand values and
mission.
COLOUR PALETTE
The blue symbolizes
positivity. Bright blues
inspire ideas of loyalty,
confidence, security, and
reliable authority.
The orange represents
determination and
strength. A combination
of red [passion] and
yellow [positivity], orange
represents a burst with
youthfulness and energy.
12
#FF6600
C: 0
C: 75 C: 0
R: 242
R: 102 R: 255
M: 74
M: 78 M: 0
G: 103
G: 0 G: 255
Y: 100
Y: 0 Y: 0
B: 34
B: 255 B: 255
K: 0
K: 0 K: 0
#000000
#FFFFFF
#6600FF
C: 75 R: 0
M: 68 G: 0
Y: 67 B: 0
K: 90
Primary colours
13
COLOUR PALETTE
Secondary colours
#cc5500 #d3d3d3 #b5e2ff
#5a5a5a #00008b
#fac898
14
COLOUR PALETTE
TYPOGRAPHY
Typography is an essential component of
a eCultify’s visual identity. The typefaces
and fonts used in the brand’s logo is aimed
to create an immediate impression and
help differentiate the eCultify from its
competitors. WIth our consistent typography
we establish a unique and recognizable
brand identity.
TYPOGRAPHY
15
1
eCultify uses Work
sans as the primary
font
TYPOGRAPHY
Work Sans Bo
Work Sans Se
Work Sans Me
Work Sans Se
Work Sans Re
Work Sans Bo
1
eCultify uses Poppins
as the secondary
font
TYPOGRAPHY
Poppins Reg
Poppins Sem
Poppins Med
Poppins Ligh
Poppins Ligh
Poppins Ital
17
g
mi
di
ht
h
li
TYPE COMBINATIONS
TYPOGRAPHY
WORK SANS BOLD WORK SANS EXTRABOLD WORK SANS MEDIUM
POPPINS REGULAR POPPINS ITALIC POPPINS LIGHT ITALIC
18
1
Use the following
hierarchies in any
copy related to
eCultify.
TYPE HIERARCHY
TYPOGRAPHY
HEADING
Subheading
Subsection
Body
Subscript
work sans extrabold
work sans semibold
work sans regular
poppins light
poppins thin italic
19
BRAND IMAGERY
eCultify’s brand imagery serves as a visual
framework that ensures consistency across
all brand touchpoints. From packaging to
advertising campaigns to digital presence,
maintaining a consistent visual language
helps reinforce our identity and create a
coherent brand experience.
An orange or blue colour overlay can be
added to make it even more adapted to the
brand.
BRAND IMAGERY
20
TONE OF VOICE
Inspirational and Empowering: This tone
of voice aims to inspire and empower the
audience, using motivational language and
uplifting messaging to create a positive
emotional connection.
Informative and Professional: We aim to be
authoritative, informative, and professional. It
focuses on delivering concise and accurate
information while maintaining a polished and
trustworthy image.
TONE OF VOICE
22
USAGE
Our logo is carefully designed to convey a
specific messages and evoke emotions like
trust and reliability amongst others.These
instructions provide guidelines on the correct
proportions, colors, typography, and spacing to
maintain the integrity of the logo’s design. This
helps to ensure that the logo looks its best and
maintains its intended visual impact.
USAGE
23
do not scale disproportionately
do not stretch or flatten the
logo unit
do not use any colours other
than the specfied colours
do no tilt the logo unit
do no add any additional
elements to the logo unit
24
STATIONERY AND COLLATERALS
Stationery and collaterals will provide a
consistent visual representation of eCultify
across different mediums. This consistency
will help in building brand recognition and
recall among the target audience. When
customers and clients see consistent
branding elements such as logos, colors,
fonts, and design styles on stationery items
like business cards, letterheads, envelopes,
etc., it creates a sense of professionalism
and trust in the brand.
STATIONERY AND COLLATERALS
25
LETTERHEAD
Page size: A4 297 mm x 210 mm
Margin: 20 mm on all 4 sides
Logo dimensions: 16 mm in height
placed 53 mm away from the margins
Header point size: 14 pt
Body text size: 12 pt
BUSINESS CARD
Card size: 90mm x 50mm
Margins: 7.5 mm
Name font size: 10 pt
Designation font size: 7.5 mm
Body text size: 5 pt
FRONT:
Logo should be 10mm in height and
should be placed 6mm away from the
margins on all sides.
BACK:
All text to be left aligned to the margin.
The address should be bottom left
aligned to the margin
The distance between the designation
should be 6.5 mm
BRAND PATTERNS
STATIONERY AND COLLATERALS
31
2023
eCultify brand guidelines- Shamika Dukle.pdf

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eCultify brand guidelines- Shamika Dukle.pdf

  • 2.
  • 4. ACKNOWLEDGEMENT I am grateful to Ms. Dhriti Bid and Mr. Mayur Khatwani and Mr. Vivek Kumar who devoted their time and expertise to teaching and guiding me. Their foresight and commitment to excellence inspired me to push myself to new heights and constantly strive for improvement.
  • 5. CONTENTS Introduction Collateral and Stationery Usage Colour palette The logo Typography Brand imagery Tone of voice What is eCultify? The tangible part of our brand! How we are represented is important. What colours define us? How did we create our identity? The fonts we used to represent us. What images do we use? What is our personality? 01-04 20-21 12-14 23-24 05-11 22 15-19 25-33
  • 6. INTRODUCTION Who is eCultify? eCultify as an agency are passionate problem solvers who help brands reimagine and reinvent their digital world. eCultify is an online marketing agency for mobile and web giving brands an approach to achieve all shoppers more than ever. They serve all industry domains with upcoming dedication & seamless efforts to provide affiliate and digital marketing services. 01
  • 7. How did eCultify come to be? Started by the alumnus of IIM and MICA in 2018 [Mayur Khatwani and Vivek Kumar]. eCultify have a unique blend of experience and expertise across the world of digital, branding and marketing thus enables us to develop digital solutions and create campaigns which truly transform brands and organizations - opening up new possibilities, inspiring audiences and attracting customers. INTRODUCTION 02
  • 8. Mission We do good work with good people. Through trusting partnerships, we build and distribute powerful visual content that educates, engages, and inspires. We want to help brands derive new ways to interact with their customers and enage them in personalized and customized communication. INTRODUCTION 03
  • 9. Vision Our vision is to renovate brand communication, to move forward and grow with the community in the ever-changing digital world. We strive to repeat this process for our brands to increase the reach and visibility. INTRODUCTION 04
  • 10. THE LOGO The identity NETWORKING An essential part of eCultify is their networking skills and the networks they build. Network relationships are crucial for eCultify because they enable them to gain valuable insights into their target audience, establish a reputation as a trusted partner, and stay informed on the latest industry developments. 05
  • 12. SECONDARY LOGOS Type logo Icon logo Icon with circle background (colour variations) THE LOGO 07
  • 13. THE CONCEPT There are a few ideas that are captured with this logo: 1. The intersection of young minds to create something innovative 2. The importance of communication and maintaining realtionships 3. The constant effort to stay on top of our game THE LOGO 1 08
  • 16. 1 Logo scalability THE LOGO Minimum: 50mm Minimum: 13mm 11
  • 17. COLOUR PALETTE With our colours we aim to evoke emotions and create associations in people’s minds. Our carefully selected colour palette that aligns with eCultify’s brand values and mission. COLOUR PALETTE The blue symbolizes positivity. Bright blues inspire ideas of loyalty, confidence, security, and reliable authority. The orange represents determination and strength. A combination of red [passion] and yellow [positivity], orange represents a burst with youthfulness and energy. 12
  • 18. #FF6600 C: 0 C: 75 C: 0 R: 242 R: 102 R: 255 M: 74 M: 78 M: 0 G: 103 G: 0 G: 255 Y: 100 Y: 0 Y: 0 B: 34 B: 255 B: 255 K: 0 K: 0 K: 0 #000000 #FFFFFF #6600FF C: 75 R: 0 M: 68 G: 0 Y: 67 B: 0 K: 90 Primary colours 13 COLOUR PALETTE
  • 19. Secondary colours #cc5500 #d3d3d3 #b5e2ff #5a5a5a #00008b #fac898 14 COLOUR PALETTE
  • 20. TYPOGRAPHY Typography is an essential component of a eCultify’s visual identity. The typefaces and fonts used in the brand’s logo is aimed to create an immediate impression and help differentiate the eCultify from its competitors. WIth our consistent typography we establish a unique and recognizable brand identity. TYPOGRAPHY 15
  • 21. 1 eCultify uses Work sans as the primary font TYPOGRAPHY Work Sans Bo Work Sans Se Work Sans Me Work Sans Se Work Sans Re Work Sans Bo
  • 22. 1 eCultify uses Poppins as the secondary font TYPOGRAPHY Poppins Reg Poppins Sem Poppins Med Poppins Ligh Poppins Ligh Poppins Ital 17
  • 23. g mi di ht h li TYPE COMBINATIONS TYPOGRAPHY WORK SANS BOLD WORK SANS EXTRABOLD WORK SANS MEDIUM POPPINS REGULAR POPPINS ITALIC POPPINS LIGHT ITALIC 18
  • 24. 1 Use the following hierarchies in any copy related to eCultify. TYPE HIERARCHY TYPOGRAPHY HEADING Subheading Subsection Body Subscript work sans extrabold work sans semibold work sans regular poppins light poppins thin italic 19
  • 25. BRAND IMAGERY eCultify’s brand imagery serves as a visual framework that ensures consistency across all brand touchpoints. From packaging to advertising campaigns to digital presence, maintaining a consistent visual language helps reinforce our identity and create a coherent brand experience. An orange or blue colour overlay can be added to make it even more adapted to the brand. BRAND IMAGERY 20
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  • 27. TONE OF VOICE Inspirational and Empowering: This tone of voice aims to inspire and empower the audience, using motivational language and uplifting messaging to create a positive emotional connection. Informative and Professional: We aim to be authoritative, informative, and professional. It focuses on delivering concise and accurate information while maintaining a polished and trustworthy image. TONE OF VOICE 22
  • 28. USAGE Our logo is carefully designed to convey a specific messages and evoke emotions like trust and reliability amongst others.These instructions provide guidelines on the correct proportions, colors, typography, and spacing to maintain the integrity of the logo’s design. This helps to ensure that the logo looks its best and maintains its intended visual impact. USAGE 23
  • 29. do not scale disproportionately do not stretch or flatten the logo unit do not use any colours other than the specfied colours do no tilt the logo unit do no add any additional elements to the logo unit 24
  • 30. STATIONERY AND COLLATERALS Stationery and collaterals will provide a consistent visual representation of eCultify across different mediums. This consistency will help in building brand recognition and recall among the target audience. When customers and clients see consistent branding elements such as logos, colors, fonts, and design styles on stationery items like business cards, letterheads, envelopes, etc., it creates a sense of professionalism and trust in the brand. STATIONERY AND COLLATERALS 25
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  • 32. LETTERHEAD Page size: A4 297 mm x 210 mm Margin: 20 mm on all 4 sides Logo dimensions: 16 mm in height placed 53 mm away from the margins Header point size: 14 pt Body text size: 12 pt
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  • 34. BUSINESS CARD Card size: 90mm x 50mm Margins: 7.5 mm Name font size: 10 pt Designation font size: 7.5 mm Body text size: 5 pt FRONT: Logo should be 10mm in height and should be placed 6mm away from the margins on all sides. BACK: All text to be left aligned to the margin. The address should be bottom left aligned to the margin The distance between the designation should be 6.5 mm
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  • 39. 2023