Nitmas brand manual 16.05.12

Version 1.0
May 2012

BRAND & CORPORATE COMMUNICATIONS ~ AMBUJA REALTY 1

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


Introduction
ITME is the first private education institute to start a Marine Engineering discipline in eastern India. In addition to Marine Engineering
degree 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 and
Science. 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.


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, Transformation

Values
 Honesty honour, integrity, morality
 Sincerity genuine, truthful
 Perseverance continue steadfastly
 Determination commitment, dedication, firmness
 Respect courtesy, politeness


Brand Personality
NITMAS as an institution is based on its deeply held values and beliefs. These values provide it with the perseverance to face obstacles
and motivate others. The institution places great importance on exploring uncharted territory and finding answers to questions
that intrigues it in order to expand its knowledge. The institution aims at developing significant expertise; gathering and analyzing
information so that it’s useful to others; and contributing knowledge to almost any situation. It is challenged by the opportunity to seek
out 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


Explaining NITMAS personality traits through brand archetype model

The 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 represent
fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration
or 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 Identity
Brand identity is the total proposition that a brand makes to consumers - the promise it makes. It may consist of features and
attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a
product, a personality, a set of values, and a position it occupies in people’s minds. Brand identity is everything the company wants
the brand to be seen as.

Explaining brand identity through Kapferer’s brand identity prism
In his brand identity prism Kapferer identifies six aspects of brand identity. These aspects can only come to life when the brand
communicates with the consumer. Strong brands are capable of weaving all aspects into an effective whole. The six aspects are
explained 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.


Kapferer’s Brand Identity Prism – NITMAS


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 Positioning
Brand Positioning can be defined as creating a brand offer in such a manner that it occupies a distinctive place and value in the target
customer’s mind. Effective Brand Positioning is identifying and communicating a brand’s uniqueness, differentiation and verifiable
value.
A great brand positioning idea needs to be compelling to the consumer in a fresh, differentiated way. To help in getting to a fresh
positioning 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 brand
positioning idea must be a synthesis of the key insights in each area so that the brand reflects and addresses each of these vital
inputs.


The “NITMAS” 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.


Brand Communication Strategy
The communication strategy for NITMAS is about establishing its positioning strongly through every communication media that
is used. As mentioned before the positioning of NITMAS is what we are actually selling. Therefore it is essential to harp upon this
concept of “success” consistently across all communication medium. However there is also a need to talk about the ingredients
which 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 the
campus. The ideal way to do this would be to project the student community as one single family to increase the bonding and
feeling of belongingness to the institute. This will result in each student becoming a brand ambassador for the institute.
Primary communication: Positioning concept – Succeed
Secondary communication: Huge campus, infrastructure, faculty, student bonding

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


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


 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-development

Brand Strategy Input
 Brand promise

 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


◗ 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 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


Creative Roadmap
The 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 you
are the consumer and write down your responses to the first six questions here in the consumer’s “voice” and the final question in
your 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


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


 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:



 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.


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
Importance

Quadrant 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.


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 career
and also the rest of his/her life (in Indian context). So as to the employers / corporate houses because it is very important for them
to maintain a specific standered in their workforces. So the consumer need a great deal of information to satisfy their queries before
making “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.


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.


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.


PROPOSED LOGOS


MONOGRAM


LOGO
7x

LOGO WITH
BACKGROUND

2X 1.5X

1.5X

1X


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
BACKGROUND


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
BACKGROUND


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


TAGLINE
The 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 ANSF


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 Clocks


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 U


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 Italic

Using other fonts
In 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 must
use 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. Other
aspects 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 parts
of communication such as address, contact no. website address etc. Also ensure that the font matches aesthetically with corporate fonts.


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
3X


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
P 033 4008 4848 | E info@itmeindia.org | W www.nitmas.edu.in

3X


22X 4X
8X

4X 4X
16 mm

14X CURIOSITY ~ inSPIRATION ~ TRANSFORMATION
2X

99 mm
15X

10X

2X

2X


NEOTIA INSTITUTE
of TECHNOLOGY

West Bengal 743368 | P (953174) 245101


CURIOSITY ~ inSPIRATION ~ TRANSFORMATION


3mm
A4 SIZE FOLDER (screen)
2X 3X 3X

3X

NEOTIA INSTITUTE
of TECHNOLOGY 28mm

West Bengal 743368 | P (953174) 245101

3X


22X 4X
8X

4X 4X
16 mm

14X CURIOSITY ~ inSPIRATION ~ TRANSFORMATION
2X

99 mm
15X

10X

2X

2X


NEOTIA INSTITUTE
of TECHNOLOGY

West Bengal 743368 | P (953174) 245101


CURIOSITY ~ inSPIRATION ~ TRANSFORMATION


CD STICKER


A4 SIZE MEMO / NOTICE/ FORM
3X

3X

28.25mm

2X


A5 SIZE MEMO / NOTICE/ FORM
3X

3X

28.25mm

X


PAPER BAG


CARRY BAG
(BACKPACK & LAPTOP BAG)


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)


BILLBOARD FORMAT 2:1
BRAND
3X POSITIONING

3X

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%
MAX


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%


POSTER/LEAFLET FORMAT
3X

3X

CURIOSIT R M AT I O N
Y NSFO
INSPI
R AT I O N  T R A

<10%


EMAILER FORMAT
3X

3X

Y NSFO
INSPI
R AT I O N  T R A

<10%


3X
STAND FORMAT
3X

Y NSFO
INSPI
R A TI O N  T R A

<10%


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 N


3X BROCHURE
COVER SAMPLE
3X

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
2012


BROCHURE
CURIOSI
TY 
INSPI
R AT I O N T R
ANSF
OR M A
TION
COVER SAMPLE
3X

3X

3X

3X

PROSPECTUS 2012

PROSPECTUS
CURIOSI
TY 
INSPI
R AT I O N T R
ANSF
OR M A
TION 2012


MONUMENT SIGNAGE
normal

10’
12”
2X 1.5X

1.5X

3’5” 3’6”

1X

2’6”

2X 2X
9”


MONUMENT SIGNAGE
reverse

10’
12”
2X 1.5X

1.5X

3’5” 3’6”

1X

2’6”

2X 2X
9”


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”


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”


DIRECTIONAL SIGNAGE

LADIES HOSTEL I

ADMINISTRATIVE BUILDING

SCHOLASTIC BUILDING II

ship in campus


DOOR SIGNAGE
EQ EQ

EQ

PRINCIPAL
24”

9” 9” PRINCIPAL

5’


BUS BRANDING

>=2X

>=6X >=6X

>=2X

LHS

>=2X

>=3x >=3X

>=2X

LOGO OF LHS = 0.9X LOGO OF RHS


EXECUTIVE CAR
BRANDING

4X

10X 7X
3X

4X

10X 7X
3X


EXECUTIVE CAR
BRANDING


MUV CAR
BRANDING
5X

7X 5X

3X

5X

5X 7X

3X


TRUCK BRANDING

5X

5X 7X

3X

5X

7X 5X

3X


Project Head:
Simon D Rozario

Brand Strategy:
Abhirup Rakshit

Creative Strategy:
Joydeep Roy

Designing Standard Manual:
Joydeep Roy
Subinay Nandi


Neotia Institute of Technology Management and Science
(formerly known as ITME)
West Bengal 743368 | P (953174) 245101

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.

Nitmas brand manual 16.05.12

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Nitmas brand manual 16.05.12