nbt logo guidelines 2013

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Guidelines for using the Symbol. Sep 2013

National Book Trust, India

Guidelines for using the Symbol

Version 1.4, with CD | September 2013

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© 2013. NATIONAL BOOK TRUST, INDIA

MINISTRY OF HUMAN RESOURCE DEVELOPMENT,

GOVERNMENT OF INDIA.

VISUAL IDENTITY AND GUIDELINES DESIGNED BY

NATIONAL INSTITUTE OF DESIGN, AHMEDABAD.

FOR THE NATIONAL BOOK TRUST, INDIA

Digital Offset printed on 250 & 130 gsm matt stock

SEPTEMBER 2013

Throughout this document trademarked names are

used. Rather than putting a trademark symbol in every

occurrence of a trademarked name, it is stated that the

names are used only in an editorial manner and to the

benefit of the trademark holder with no intention of

infringement of the trademark. Few photographs used in

this document are sourced from the web and are used only

for representational purposes.

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For any symbol to be memorable and have the desired recall value, it is imperative that it be reproduced across different media in a consistent manner. The key elements which should be consistently used are the symbol, it’s colour and the typography. This ensures that the audience experiences the visual identity in the same manner in different communication tools across various media.

These guidelines have been developed by the National Institute of Design, Ahmedabad; as a framework to standardise the visual presentation and application of the visual identity of the National Book Trust, India.

why these guidelines?

This set of guidelines are for the use of trained personnel of the National Book Trust responsible for communication–both internal and external; or graphic designers, professional printers, or other vendors who may, as a part of their creative work be authorised to use the NBT symbol.

The content is specific and technical. This booklet lays down standard guidelines and practices for the use of symbol. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a cohesive visual identity. It is crucial that the symbol appears correctly and consistently in every communication, across a variety of media.

As a technical guide which is meant to inform, the colours as reproduced in this booklet may not be accurate due to limitations of the printing method used to print copies of this booklet. To match the colours during print production, please use the CMYK specifications, or the Pantone codes or colour swatches provided at the end of this booklet.

who should use this?

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what is visual identity?

Any organisation, big or small, or an event, a campaign or a programme in the public domain, needs to have its own distinct visual identity in the communication era — A visual or an image which is distinct and represents the organisation’s objectives, purpose or philosophy and activities. This visual identity is the one, with which people associate the organisation.

On one hand, there is the tangible, physical, record-able appearance of the organisation, represented by the visual – shape & form, colour, typography and a general relationship of elements unique to the design of its visual identity. On the other hand, there is the intangible visible feel which associates with elusive ideas such as stability, transparency, growth etc., as well as evokes emotions related to the nature of activities carried out by the organisation.

A Symbol is only a part of the overall visual identity. A visual symbol is designed but an identity is created by consistent use of the symbol and various design elements over a period of time across several applica-tions related to the organisation.

The visual identity representing the organisation translates on to several planes of visual interface with its target users. These include the basic stationery, business cards, envelopes, promotional material such as brochures, flyers, advertisements, posters hoard-ings etc; forms, in-house printed stationery such as vouchers and bills, environmental design such as interiors and signage systems, vehicles and uniforms, exhibitions and all promotional materials in the visual media.

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Need for a Visual Identity

The identity of an organisation is like its personality. It is something that conveys through visuals, the dis-tinctive character of the company and its activities.

Visual identity performs certain vital functions for the organisation, both internally as well as externally. Within the organisation, the identity provides a common umbrella for its employees. It is a symbol for association and developing a feeling of camara-derie and of team spirit. This helps reinforce a group identity and loyalty towards the company.

For its public face, the visual identity is the most important and handy tool for an organisation. It is the one means of communication that can provide instant recognition in the public mind. It also establishes a distinct character that identifies the organisation and helps it stand out in a competitive information age.

Components of a Visual Identity

The visual identity for any organisation broadly comprises of three critical components:~ the symbol~ the colour scheme~ type style (house fonts)

The logo – either a symbol, a wordmark; or a com-bination of both the logo and the logotype, gives the visual identity to an organisation. A consistent and undistorted use of the symbol across various applica-tions lend the identity a distinctive image, powerful enough to be identified, recognised and associated with the organisation.

Colours are a vital factor in furthering the overall image. Through consistent use of the same set of the colour palette across different mediums, the organisation can build up a very unique image in the public mind.

The type style and the fonts used consistently re-inforce the visual identity and help in maintaining a consistent image throughout all the communication materials produced by the organisation.

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1.

Basic Features of the Symbol

1. The Symbol 10

2. The Master Identity 12

3. Colour 13

4. The Alternate Lockups 15

5. Minimum Sizes 16

6. Safe Zones/Clearance Space 17

7. Incorrect Usage: Do Not Do These 18

8. Typography & Fonts 22

contents2.

Functional Applications

1. Visiting Cards 28

2. Letterheads 32

3. Envelopes 40

4. Internal Note 42

5. Office File 43

6. Plastic Folder 44

7. Identity Cards 45

8. Cover page of NBT Books 46

9. Cash Memos 50

10. Masthead of Newsletters 52

11. NBT Book Club Forms 56

12. Podium 57

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3.

Promotional Applications

1. Facias 60

2. Mobile Book Shop 61

3. Newspaper Advertisements 62

4. Packaging 63

5. Website Homepage 64

6. Social Media 65

7. Carry Bags 66

8. Mugs 68

9. Bookmarks 69

10. Compliment Slip 70

11. Calendar 71

12. Notepads 72

13. Wrapping Paper 73

4.

Artworks & Colour Swatches

1. Artwork File Formats 76

2. Naming of the files in CD 77

3. Using Artworks in various softwares 78

4. Files in Accompanying CD 80

5. Colour Swatches 82

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1.Basic Features of the Symbol

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¶ This section explains the

philosophy of the symbol

and details out the basic set

of guidelines on how to use

the symbol. ¶ It also specifies

certain do’s and don’ts

pertaining to the usage of

the National Book Trust, India

symbol. This is to ensure

that the identity is used in

a consistent manner across

all media, without diluting its

essence. ¶

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Basic Features of the Symbol1.1. THE SYMBOL

This new logo of National Book Trust, India, represents harmony of tradition and innovation, earthiness and imagination.

The simplified image of the Banyan Tree, symbolizing stability and knowledge, reveals into the flying leaves of an open book through a contemporary visual. The combination of red with earthy brown colour portrays the rootedness to Indian soil as well as the passionate urge for knowledge.

The unique representation of ‘nbt.india’ indicates the modernistic commitment of the organization engaged in preparing the readers for a future world. The typography is ‘bold slab-serif ’ which provides a strong base to the idea.

The motto, एक: सूते सकलम् taken from Kalidasa’s Meghdutam, signifies the purpose of NBT for striving to provide everything desired in the world of books.

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Basic Features of the Symbol1.2. THE MASTER IDENTITY

This new logo of National Book Trust, India, is designed to be used along with the bilingual logotype, which is the full name of the organisation. The tag line — affiliation to the Ministry is an integral part of the master identity.

It has three elements — the logo, the bilingual name of the organisation and the tag line. These three elements have been thoughtfully composed together considering the proportion and the alignment of each element besides the size of the typography.

This configuration of the three elements together is also known as the master lockup and should be used on all official communication of the Trust.

NATIONAL BOOK TRUST, INDIAMinistry of Human Resource Development, Govt. of India


– the logo – – the bilingual logotype with tag line –

– the master identity / master lockup –

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Basic Features of the Symbol1.3. COLOUR

Colour plays a very important role in establishing the visual identity in the consciousness of people, and is chosen very carefully. The house colours for the National Book Trust identity are named NBT Red & NBT Earth. It is recommended that the symbol be used on a white or a lighter background to enhance its visibility and recall value.

However, in situations where the colour version cannot be used due to limitations of reproduction processes, such as photocopy etc, it is recommended to use the visual identity (logo and/or master identity) in black colour as shown on the following page. Please note, that this a separate artwork in the accompanying CD.

NBT Red

NBT Earth

NBT Redfor offset printing. C 0. M 100. Y 80. K 20

for screen printing. Pantone 187 U

for on-screen applications. R 193, G 11, B 37

web safe colour. # C10B25

outdoor application. Asian Paints, Scarlet 8085

NBT Earthfor offset printing. C 60. M 100. Y 100. K 20

for screen printing. Pantone DS 324-4 C

for on-screen applications. R 111, G 37, B 33

web safe colour. #6F2521

outdoor application. Asian Paints, Moody Maroon 4181

PLEASE NOTE: The colours shown throughout this booklet may not be the correct colour due to difference in printing process and pigments used for producing this booklet. For matching the exact shade of colours, always use the specifications or refer to the colour swatches provided with this document. PANTONE® is a registered trademark of Pantone Inc.

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Basic Features of the Symbol1.3. COLOUR

In single colour applications such as the invoice/membership forms etc, the identity may be used in any of the house colours as shown below.

An attempt should be made to maintain maximum contrast with the background colour. In cases where there already exists a strong background, the identity is advised to be used with the white background

(clear space dimensions) so as to distinguish it from the background noise and to provide utmost attention.

In promotional items, where a white background is not desirable, the ideal situation is the identity reversed out from a flood of solid NBT Red coloured background, as shown below.





FILE IN CD: SYMBOL ARTWORKS > NBT_MASTER

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Basic Features of the Symbol1.4. THE ALTERNATE LOCKUPS

There may be situations where for official reasons or for paucity of space, or the context in which the identity of the National Book Trust is being used; it may not be possible to use the master lockup, as shown on page 12.

In such situations, the alternative lockups which are shown on this page may be used (in colour or black and white). The decision of using the specific alternate is solely on the context and the designer working on the specific communication material.



NATIONAL BOOK TRUST, INDIA

the master lockup:

bilingual logotype with bilingual tag line

the alternative lockup 1: B1

bilingual logotype

the alternative lockup 2: E1

monolingual logotype with tagline

[only English]

the alternative lockup 3: H1

monolingual logotype with tagline

[only Hindi]

the logo

[with acronym & slogan]

FILE IN CD: SYMBOL ARTWORKS > NBT_MASTER

FILE IN CD: SYMBOL ARTWORKS > NBT_B1

FILE IN CD: SYMBOL ARTWORKS > NBT_E1

FILE IN CD: SYMBOL ARTWORKS > NBT_H1

FILE IN CD: SYMBOL ARTWORKS > NBT_LOGO

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Basic Features of the Symbol1.5. MINIMUM SIZES

The full signature (master lockup and alternative lockups - B1, E1 & H1) of the NBT identity can be used upto a smallest size of 20 mm height, as shown alongside. The width may vary depending on the alternative version used.

For optimum visibility of the identity, it is advisable to not use these configurations in any situation, smaller than 20 mm height.

There may be situations where, the horizontal space may not be enough for optimum visibility. In such cases, it is suggested that only the logo may be used.

In case the identity is to be used in a further smaller size, it is recommended to use only the symbol (without the logotype). This can be reduced to a size of 10 mm in height; as shown on this page.


Not smaller than

20 mm in Height



Not smaller than

20 mm in Height

Not smaller than

20 mm in Height

Not smaller than

20 mm in HeightNot smaller than

10 mm in Height

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Basic Features of the Symbol1.6. SAFE ZONES / CLEARANCE SPACE

To ensure maximum visibility of the basic identifier in any identity, it is very important that the logo and the logotype be used in such a manner that it gets it’s due importance. To ensure its integrity and visibility, the NBT, India visual identity should be kept clear of competing text, images other graphic elements.

There must be adequate clear space surrounding the identity on all four sides – a space equal to the height of the letter ‘N’ in the master lockups, and the height of the letter ‘i’ for situations where only the logo is used, as shown in the sample below.

The artworks in the accompanying CD include this clear space/safe zones.



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Basic Features of the Symbol1.7. INCORRECT USAGE: DON’T DO THESE

To maintain a cohesive singular image across all communication material, it is imperative to follow the guidelines in terms of proportion, type and colour. The use of the symbol should be consistent and should not be distorted or changed in relative proportion, colour etc.

The symbol and logotype has been designed with a certain logic. It is very critical to maintain the relative proportions and colour across applications to ensure a robust and consistent identity. The examples shown here are showing only the logo, but are applicable to all the alternative lockups as shown on page 15.

DØNT STRETCH OR CONDENSE THE LOGO.

DØNT REDRAW THE LOGO. IT WILL BE DIFFICULT

TO MATCH THE OFFICIAL SPECIFICATIONS.

DØNT MAKE THE IDENTITY HOLLOW

DØNT CHANGE THE FONTS IN THE IDENTITY

DØNT CHANGE THE DISTANCE / SPACING BETWEEN

DIFFERENT ELEMENTS OF THE IDENTITY

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NOTE: Please use the files which are provided in the accompanying CD. Please do not attempt to recreate/redraw the logo. A few examples of typical mistakes are shown on this page, which should not be done in any situation.

DØNT USE COLOURS OTHER THAN SPECIFIED

DØNT ADD ANY BACKGROUND TEXTURE TO THE LOGO

DØNT ADD DROP SHADOW TO THE LOGODØNT ADD OUTLINE TO THE EXISTING COLOUR

SCHEME OF THE LOGO

DØNT USE THE LOGO ON ANY OTHER BACK-

GROUND COLOUR EXCEPT AS SPECIFIED

DØNT USE GRADIENTS IN THE LOGO

DØNT ADD ANY OTHER SPECIAL EFFECT SUCH

AS BEVEL / EMBOSS TO THE LOGO

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Basic Features of the Symbol1.7. INCORRECT USAGE: DON’T DO THESE

DØNT CHANGE THE RELATIVE POSITION OR ALIGNMENT

OF THE LOGO AND THE BILINGUAL TEXT

DØNT CHANGE THE DISTANCE / SPACING BETWEEN

DIFFERENT ELEMENTS OF THE IDENTITY

DØNT STRETCH OR CONDENSE THE LOGO.


DØNT CHANGE THE FONTS IN THE IDENTITY

NATIONAL BOOK TRUST, INDIAMinistry of Human Resource Development, Govt. of IndiaNATIONAL BOOK TRUST, INDIA

DØNT REDRAW THE MASTER IDENTITY.

DØNT CHANGE THE RELATIVE PROPORTIONS OF

THE LOGO AND THE BILINGUAL TEXT.





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DØNT USE THE LOGO ON ANY OTHER BACK-

GROUND COLOUR EXCEPT AS SPECIFIED

DØNT ADD ANY OTHER SPECIAL EFFECT SUCH AS

BEVEL / EMBOSS OR GRADIENTS TO THE MASTER

IDENTITY

DØNT USE COLOURS OTHER THAN SPECIFIED



DØNT ADD ANY BACKGROUND TEXTURE TO THE LOGO


DØNT ADD OUTLINE TO THE EXISTING COLOUR

SCHEME OF THE LOGO


DØNT ADD DROP SHADOW TO THE LOGO



NOTE: Please use the files which are provided in the accompanying CD. Please do not attempt to recreate/redraw the logo. A few examples of typical mistakes are shown on this page, which should not be done in any situation.

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Basic Features of the Symbol1.8. TYPOGRAPHY / HOUSE FONTS

Like human beings, typography and fonts also have distinct visual characters. The selection of a house font to be used across official communication is imperative for creating an exclusive and distinct identity of an organisation.

The logo and master lockups have been designed as a singular unit and the artworks of different configurations/alternatives are available in the accompanying CD as both image and vector files. Please do not attempt to recreate these.

For stationery items such as letterhead, visiting cards and envelopes, the address lines appear in both Hindi and English languages. The typeface – ‘ITC Officina Sans’ is used (for English text) along with typeface ‘Kohinoor Devanagari’ (for Hindi text). It is advised that the Trust invest in these proprietary typefaces and purchase a licensed version of these typefaces for maintaining consistency across all communication material such as, newsletters, signage etc.

The preview of these fonts is given overleaf.

The font, ‘Helvetica’ may be used for general correspondence (body of the letters, text of reports, publications etc). For web based applications, the Font Arial may be used if Helvetica is not available.

Unicode is a computing industry standard for the consistent encoding, representation and handling of text expressed in most of the world’s writing systems. It provides a unique number for every character, no matter what the platform, no matter what the program, no matter what the language. The Unicode Standard has been adopted by such industry leaders as Apple, HP, IBM, Microsoft and many others. It is supported in many operating systems, all modern browsers, and many other products. Unicode enables a single software product or a single website to be targeted across multiple platforms, languages and countries without re-engineering. It allows data to be transported through many different systems without corruption of data. It works seamlessly across softwares which are international industry standards such as Adobe Creative Suite (Photoshop, Illustrator, inDesign etc..) and MS Office package.

In case there are technical issues with the softwares/ purchasing of licensed typefaces & softwares/ difficulty in adapting to industry standards, it is recommended that for the purpose of editable text in Hindi, the font DVTT Yogesh from CDAC may be used.

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Address Line 1 Address Line 2, City - 000 000Ph : +91 00 0000 0000 Fax : +91 00 0000 0000Mobile : +91 00000 00000 Res : +91 00 0000 0000E-mail : [email protected]

[email protected]

www.nbtindia.gov.in


www.nbtindia.gov.in

HEAD OFFICENehru Bhawan

5 Institutional Area Phase - II, Vasant Kunj

New Delhi - 110 070

Kohinoor Devanagari, various weights

Kohinoor Devanagari, various weights

ITC Officina Sans Std, various weights

ITC Officina Sans Std, various weights

NBT Newsletter is the house magazine of the National Book Trust, India — an autonomous organisation of the Ministry of Human Resource Development, Department of Higher Education, Government of India. The views expressed in the signed articles do not necessarily reflect the official views of the Trust.

Readers are requested to write to the editor expressing their views about the newsletter.

NATIONAL BOOK TRUSTNehru Bhawan, 5, Institutional Area Phase II, Vasant Kunj, New Delhi 110 070 Email: [email protected] Website: www.nbtindia.org.in

Editor: Binny KurianEditorial Associate: Kanchan Wanchoo SharmaProduction: Narender Kumar

Printed and Published by: Shri Satish Kumar, Jt. Director (Production), National Book Trust, India; Published from Nehru Bhavan, 5 Institutional Area, Vasant Kunj, Phase- II, New Delhi- 110 070 & Printed at Pushpak Press Pvt. Ltd., 203-204 DSIDC Shed, Okhla Industrial Area, Phase- I, New Delhi - 110 020 respectively.

Typeset and designed at Capital Creations, Subhram Complex, Munirka, New Delhi- 110 067.

On India Government Service

If undelivered, please return to: National Book Trust, India, Nehru Bhawan, 5 Institutional Area, Vasant Kunj, Phase II, New Delhi - 110 070

�� , ��NATIONAL BOOK TRUST, INDIA

�� : �� ‘��’�� : �� : ��

�� , �� , ��

�� , �� , �� , 5 �� , �� - II, �� - 110 070 �� (��) �� ¡� � � ¢��£��; �¥� ��¦� ¢�� ¢�. ¨�., 203-204, ¬�. ��. ��. ¬�. ��. ��¬ �� ¬®¯�� , �� - �, �� - 110 020 �� ¡��

��. ��. �� ¢��, ¢¥� ��, ��. ��. - 1/ 36 ²�, � ��, �� - 110018 ��

�� , �� , 5 �� - II, �� , �� - 110 070�-�� : [email protected] �²�� : www.nbtindia.gov.in

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¬�� µ� �� : �� , �� , 5 �� , �� - II, �� , �� - 110 070

�� , ��NATIONAL BOOK TRUST, INDIA

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Kohinooor Devanagari is an elegant low contrast devanagari typeface suitable for both body and display text. Part of the super family Kohinoor Multiscript, it comes in five upright styles and has full support for the conjuncts and ligatures. Based on the Unicode processing script for non-latin scripts.

Available from http://www.indiantypefoundry.com/fonts/indian-type-foundry/kohinoor-devanagari/

Basic Features of the Symbol1.8. TYPOGRAPHY / HOUSE FONTS

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ITC Officina Sans is an elegant condensed latin typeface suitable for both body text, even at smaller sizes and display text.

Designed by Eric Spiekermann, and released by the International Typeface Corporation, the basic set of ITC Officina Sans comes in two weights – Book and Bold with matching upright and italic versions.

These fonts can be purchased individually or as a family from the website of Font Shop.

Available from http://www.fontshop.com/fonts/downloads/itc/itc_officina_sans_volume/

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2.Functional Applications

27


¶ This section shows how the

NBT, India symbol is applied

across basic functional print

collaterals. ¶ The proposed visual

language has a very uncluttered

look with a lot of white space

& visual contrast, giving due

importance to the symbol and

helps enhance its recall value. ¶

The designs of few items are not

final in terms of factual content,

and are purely indicative. ¶

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Functional Applications2.1. VISITING CARDS

The visiting cards for officials of the Trust are designed as per a very simple visual system. Printed in the two house colours, these are in English on one side and in Hindi on the back side. As a thumbrule, these should be printed on uncoated stock. The structure and grid is given below and samples of the printed cards are on the facing page.

Print Specifications — Visiting CardsStock: 280gsm/200 gsm Cordenons-Natural EvolutionFinished Size: 90mm Wd. x 55mm Ht.Printing: 2/2 colour offset or screen printing (NBT Red & NBT Earth)

Address Line 1 Address Line 2, City - 000 000Ph : +91 00 0000 0000 Fax : +91 00 0000 0000Mobile : +91 00000 00000 Res : +91 00 0000 0000E-mail : [email protected]

[email protected]

www.nbtindia.gov.in


Height of logotype: ‘X’

2X

2X

2X

3X3X

Nehru Bhawan, 5 Institutional Area Phase II, Vasant Kunj, New Delhi - 110 070Ph : +91 11 2670 7740 Fax : +91 11 2612 1883Mobile : +91 99582 00604 E-mail : [email protected]

Farida M. NaikJoint Director, (Admin. & Finance)

ITC Officina Sans - Bold, 9pt/10.8pt ITC Officina Sans - Book, 7pt/8.4pt

Kohinoor Devanagari - Medium, 9pt/10pt Kohinoor Devanagari - Book, 7.5pt/10pt

ITC Officina Sans - Book, 7pt/8.4ptLeft aligned. space after comma.space after ISD code, STD code and be-fore the last four digits of the number.space before & after colon and dashes

Kohinoor Devanagari - Book, 6.5pt/8.4ptLeft aligned. space after comma.space after ISD code, STD code and be-fore the last four digits of the number.space before & after colon and dashes

FILE IN CD: STATIONERY ARTWORKS > STN_VC

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Chairman’s Visiting Card

Director’s Visiting Card

30


Joint Director’s Visiting Card


Functional Applications2.1. VISITING CARDS



31


Deputy Director’s Visiting Card

Manager’s Visiting Card

32


Functional Applications2.2. LETTERHEADS

The letterheads of the Trust are designed as per a very simple visual system. The structure and grid is given on the facing page (in reduced size), followed by samples of the printed letterheads.

Printed in the two house colours, these use the bilingual master lockup and the address blocks are separately in Hindi and English. The contact details are common for both Hindi and English following the international system of contact details.

The letterheads of the regional centres have the address of the head office in NBT earth colour and the address of the respective regional centre in NBT red colour. As a thumbrule, these should be printed on uncoated stock.

The name of the official is in NBT red and the Designation is in NBT earth. Both the Official details and Address blocks are right aligned.

The typography of the letter (content) is simple and straightforward —left justified, aligned with the logotype which is 58.35mm (or 2.3”) from the left edge of the sheet. There is a hard return after the address line and also after the subject line. The paragraphs of the body of the letter are differentiated with a first line indent of one ‘em’.

Print Specifications — Letterhead of Chairman & DirectorStock: 130 gsm Cordenons - Chagall CandidoFinished Size: 210mm Wd. x 297mm Ht.Printing: 2/0 colour offset (NBT Red & NBT Earth)

Print Specifications — Letterhead of Head Office & Regional OfficesStock: 80 gsm BILT - Royal Executive BondFinished Size: 210mm Wd. x 297mm Ht.Printing: 2/0 colour offset (NBT Red & NBT Earth)

FILE IN CD: STATIONERY ARTWORKS > STN_LH

33


HEAD OFFICENehru Bhawan

5 Institutional Area Phase - II, Vasant Kunj

New Delhi - 110 070


WESTERN REGIONAL OFFICERavindra Natya Mandir

1st Floor, P.L. Deshpande Maharashtra Kala Academy

Prabhadevi, Mumbai - 400 025

Height of logotype: ‘X’

3X

3X

2X

3X

3X

14X

34


Chairman’s Letterhead

Functional Applications2.2. LETTER HEADS

35


Director’s Letterhead

36


Head Office Letterhead


37


Western Regional Office Letterhead

38


Southern Regional Office Letterhead


39


Eastern Regional Office Letterhead

40


Functional Applications2.3. ENVELOPES

Two different envelopes have been designed for the Trust – a white envelope (1/3rd of A4) for general correspondence and a large brown envelope (open A4) size. Both these use the bilingual master lockup with the address block only in English.

The white envelope is printed in the two house colours and the brown envelope is in single colour (black). As a thumbrule, these should be printed on uncoated stock.

Print Specifications — White EnvelopeStock: 80 gsm BILT Super Sunshine whiteFinished Size: 9.25” Wd. x 4.5” Ht. (horizontal)Printing: 2/0 colour offset (NBT Red & NBT Earth)

Print Specifications — brown EnvelopeStock: 100 gsm Brown Kraft paperFinished Size: 10” Wd. x 12” Ht. (horizontal)Printing: 1/0 colour offset (Black)

White Envelope [reduced to fit] FILE IN CD: STATIONERY ARTWORKS > STN_EC6

41


Brown Envelope [reduced to fit] FILE IN CD: STATIONERY ARTWORKS > STN_EA4

42


Functional Applications2.4. INTERNAL NOTE

43


Functional Applications2.5. OFFICE FILE

44


Functional Applications2.6. PLASTIC FOLDER

45


Functional Applications2.7. IDENTITY CARDS

Emp. Code No. 197Name DEBABRATA SARKARDesignation DEPUTY DIRECTOR (ART)Place of Posting NEW DELHIDate of Birth 15-01-1959Blood Group AB+

IDENTITY CARD

Holder’s Sign Asst. Director (Est.)

16-01-2012 15-01-2017

NATIONAL BOOK TRUST, INDIAMinistry of Human Resource Development, Government of India

The identity cards for the officials of the Trust have been designed following the visual language of the basic stationery. This is the only situation which is an exception to the guidelines of using the identity / master lockup, for the sole purpose of readability in smaller size. The background is kept white to achieve a clean uncluttered look as well as ease of production. The back side is in single colour with the basic set of instructions.

FILE IN CD: STATIONERY ARTWORKS > STN_ID

46


Functional Applications2.8. COVER PAGE OF NBT BOOKS

Horizontal book, without spine

The books published by the National Book Trust are one of the most visible components of the trust. As a part of the system, it is proposed that the NBT visual identity should be a part of both the front cover as well as the back cover. There are two situations of the cover of any book– (1) centre stapled without any spine and (2) section bound (paperback/hard bound) with a spine, of variable thickness.

Considering technical aspects of scanning the barcode and other information including price and ISBN, it is suggested that the entire block of information be integrated on a white box, as shown in the demonstrative images of the book covers on these two pages. This will help emphasise the visual identity on a coloured background (image on the cover) as well.

Cover without spine — information strip (reduced size)

5 mm safe zone on either side of crease

bar code, ISBN and pricing information

www.nbtindia.gov.inNATIONAL BOOK TRUST, INDIA

30 mm height

of white strip

35 mm width of white strip on front cover

132 mm width of white strip on back cover

FILE IN CD: COVER LOGO STRIP ARTWORKS > COV_NOSPN

47


Vertical book, with spine

Vertical book, without spine

48


Functional Applications2.8. COVER PAGE OF NBT BOOKS



Cover with spine — information strip (reduced size)

30 mm height

of white strip

35 mm width of white strip on front cover

8 mm spine


In either situation, the logo on the front cover shall always appear in the house colours of NBT, while the information and the bar code, including the price on the back cover shall appear always in black. The height of the white block shall remain constant irrespective of the book being horizontal or vertical.

In the situation of books with the spine, the spine of required dimension shall be added in between the

fixed blocks as shown below. The symbol (only the symbol), in colour should always be placed central aligned to the spine following the baseline as shown.

The logo on the spine is recommended to be used only in books with spine greater than 7 mm in width. The logo on the spine should not be used at a size smaller than 4.5 mm. The overall grid of the book cover is shown on the facing page.





30 mm height

of white strip

35 mm width of white strip on front cover12 mm

spine


FILE IN CD: COVER LOGO STRIP ARTWORKS > COV_SPN

49


Structure of Cover with spine — position of information strip (reduced size)

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50


Functional Applications2.8. CASH MEMOS

Cash Memo – filled manually, for use in fairs/book festivals

facing page > Cash Memo – software based

51


52


Functional Applications2.10. MASTHEAD OF NEWSLETTER

The new proposed design of masthead of the NBT Newsletter is following the same visual language of clear structure and clean organisation of the components/elements.

The logo is on the left, following the specifications of the safe zone. NBT Newsletter is written in clean typography, playing with the house colours. Along with the house font (ITC Officina Sans) a classic serif font (Latin Modern Roman 10 regular) is used. The name of the newsletter is graphically

emphasised with a horizontal bar below, in the house colour of NBT red. The variable content of the month and volume details is right aligned.

Likewise for the Hindi newsletter, The same grid structure is used. The words - ‘rashtriya pustak nyas’ and ‘samvad’ are in different fonts and use both the house colours of NBT.

Masthead of Hindi newsletter

Masthead of English newsletter

53


54


Functional Applications2.10. MASTHEAD OF NEWSLETTERS

Similarly, the credits on the last page also follow the same visual language. The address is aligned left to the bilingual logotype.

55


56


Functional Applications2.11. NBT BOOK CLUB FORM


BOOK CLUB MEMBERSHIP FORM

(Please fill this form in BLOCK LETTERS and send along the Bank Draft in favour of National Book Trust, India)

1. Name/ Institute (In Block Letters)

2. Full Postal Address:

Pin Code:

3. Phone/ Mobile No.

4. Email:

4. Occupation: Age:

5. Bank Draft No. Date:

Issued by:

Drawn on:

I have read the rules and regulations for membership of the NBT Book club and those are acceptable to me. (Point Nos. 1, 2, 3, 5 are mandatory)

(Signature) Place: Date:

I, have received Rs. 100 / 500 from

Sh./ Smt. for Book club membership fee.

Membership No. Allotted

(Signature)

INDIVIDUAL: Rs. 100/-INSTITUTIONAL: Rs. 500/-

For:NATIONAL BOOK TRUST, INDIAMinistry of Human Resource Development, Govt. of IndiaNehru Bhawan, 5, Institutional Area Phase II, Vasant Kunj, New Delhi 110 070Ph: +91 11 2670 7700/02 | Fax: +91 11 2612 1883 Email: [email protected] | Website: www.nbtindia.org.in

57


Functional Applications2.12. PODIUM

www.nbtindia.gov.in

58


3.Promotional Applications

59


¶ This section provides

suggestions on how the

NBT, India symbol can

be used across various

promotional material, on

a variety of surfaces. ¶

The collaterals shown in

this section are purely

suggestive and indicative

in nature. ¶

60


Promotional Applications3.1. FACIAS

Facia for the bookshop inside the campus

Facia for campus entrance

61


Promotional Applications3.2. MOBILE BOOK SHOP

62


Promotional Applications3.3. NEWSPAPER ADVERTISEMENT

63


Promotional Applications3.4. PACKAGING

Pre-printed packaging boxes

BOP tape with pre-printed nbt logo

64


Promotional Applications3.5. WEBSITE HOMEPAGE

65


Promotional Applications3.6. SOCIAL MEDIA

66


Promotional Applications3.7. CARRY BAG

Tote bags with NBT logo and url on one side and promoting Just Read on the other side

facing page > Totebags for special events, promoting illustrations from bestsellers with Just Read logo on the back side.

Bio-degradable bags with NBT logo and Just Read Promotion

67


68


Promotional Applications3.8. MUGS

69


Promotional Applications3.9. BOOKMARKS

70


Promotional Applications3.10. COMPLIMENT SLIP

71


Promotional Applications3.11. CALENDAR

72


Promotional Applications3.12. NOTE PADS

www.nbtindia.gov.in

73


Promotional Applications3.13. WRAPPING PAPER

JustRead!

JustRead!

JustRead!

J u s tRead!

J u s tRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

JustRead!

74


4.Digital Artworks & Color Swatches

75


¶ This section enlists details

of the digital files of the art-

works in the accompanying

CD. ¶ The offset printed

colour swatches, for colour

matching are also included

in this section. ¶

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While creating any promotional material where the logo is used, it is important to use the correct file format for getting the correct results. The accompanying CD has the master artworks. These files are categorised as per their content, type and colour model.

The EPS format is preferred for any printed projects such as publications, reports, posters, signs, booklets, stationery, stickers etc. For on-screen projects such as PowerPoint presentations, websites, blogs, films, television programmes; JPG files (depending on the application) should be used.

Digital Artworks & Colour Swatches4.1. ARTWORK FILE FORMATS

FILE FORMATS >> AI CDR EPS JPG PNG

BASE SOFTWARE / PURPOSE

MS OFFICE [DOC] ϰ ϰ ✓ ϗ ϗMS POWER POINT ϰ ϰ ✓ ϗ ϗMS EXCEL ϰ ϰ ✓ ϗ ϗALDUS PAGEMAKER ϰ ϰ ✓ ϰ ϰCOREL DRAW ✓ ✓ ✓ ϰ ϰADOBE INDESIGN ✓ ϗ ✓ ϰ ϰADOBE ILLUSTRATOR ✓ ϰ ✓ ϗ ϗDISPLAY BANNERS ✓ ✓ ϗ ϰ ϰBOOK COVERS ✓ ϗ ϗ ϰ ϰSTATIONERY ✓ ✓ ✓ ϰ ϰVEHICLE GRAPHICS ✓ ✓ ϗ ϰ ϰWEBSITES/BLOGS ϰ ϰ ϗ ✓ ✓VIDEOS & TV ϰ ϰ ϗ ✓ ✓ETCHING/ENGRAVING ✓ ✓ ϗ ϰ ϰ

✓ recommended formatϗ acceptableϰ dont use this format

Although gif, png and jpg files can look fine on your computer monitor, they may print out fuzzy (or pixillated) and often look worse when enlarged. for printing purpose, use scalable vector / eps files (or adobe illustrator files) wherever possible.

Before accessing any artwork file in the CD provided, we suggest, you install the house fonts, ITC Officina Sans (For English type) & ITF Kohinoor Devanagari (For Hindi type), to avoid any minor issues. However, for editing the Hindi text in corelDraw file formats, it is recommended to install DVTT Yogesh, also included in the CD.

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Digital Artworks & Colour Swatches4.2. NAMING OF THE FILES IN CD

NBT_Master_Colour.ai Prefix.

NBT for all the logo artworks (p.15)

STN for artworks of various stationery items (p. 18-24)

COV for artworks of logo lockups for the cover of NBT publications (p.32-33)

File Content.

Master master lockup of the bilingual identity with bilingual tagline.

B1 alternative lockup – bilingual without the tagline.

H1 monolingual logotype with tagline in Hindi.

Logo only the logo with the acronym.

VC visiting card with English & Hindi text on either side.

LH bilingual letterheads of chairman, director, HO and all three ROs.

EC6 bilingual envelope on white paper, for general correspondence (1/3rd of A4).

EA4 bilingual envelope for full A4 size documents.

ID identity card for NBT employees.

SPN logo lockup strip for cover of books with spine (greater than 7 mm).

NOSPN logo lockup strip for cover of books without any spine (centre stapled).

Colour Mode.

CMYK indicates files in process colour space for four-colour offset printing or digital printing.

RGB indicates files in the RGB colour space, ideally suited for on-screen applications such as websites, powerpoint presentations etc.

Pantone indicates files for production using spot colours (silk screen printing or single colour printing).

File Formats

AI vector files in the industry standard, adobe illustrator CS3 format. Scalable to any size without any loss in quality. Works seamleassly across all Adobe softwares.

EPS encapsulated postscript files are a special format for printing that allows the artwork to be printed clearly at any size, without loss in quality. These are scalable.

CDR vector artwork, scalable to any size in corelDraw 11 format. Limited use with other softwares.

JPEG raster files often with a loss in quality. ideally suitable for low resolution work such as on-screen applications. Scaling to bigger sizes will lead to poor quality.

PNG raster file format with lossless compression. Gives better results than jpeg files - not advisable for scaling up.

78


During the process of designing artworks of various communication tools such as brochures, banners, etc.. various applications or softwares may be used. Irrespective of the software being used, it is essential to access the correct artwork file format depending on the end product which is being designed (refer to information table on previous page).

While using the logo, please follow the basic set of rules and guidelines mentioned in this document. This shall ensure a cohesive and consistent system of the visual identity for the National Book Trust, across various applications.

Adobe Illustrator CSA vector based software ideally suited for single page art such as posters, banners etc. Once you have created the artboard of the desired size, identify the correct version of the identity which is to be used in your design (refer to page 15 of this document). Now go to the file menu and place. In the place dialogue box, select the path and select the correct file of logo (ai, eps, jpg or png). The vector artwork is now on your artboard, ready to be used in any size.

Adobe InDesign CSThis is a desktop publishing software application.It is ideal for multipage documents, versatile in handling typography and has inbuilt features for pre-press stages and can be used to create works such as flyers, brochures, reports etc..

Once you have created the pages of the desired size, identify the correct version of the identity which is to be used in your design (refer to page 15 of this document). Now go to the file menu and place. In the place dialogue box, select the path and select the correct file of logo (ai, or eps). The vector artwork is now on your artboard, ready to be used in any size.

In the Window menu, select Links and select link to create a link to the file. This will embed the image in InDesign file. You can also open the respective file of the logo artwork in Adobe Illustrator, select,and copy the artwork and directly paste it in the inDesign file.

The image file in InDesign may appear to be pixellated on screen. Once the Display Performance is set to High Quality Display, it renders in high resolution. In any case, if the the image is embedded (linked), it will print accurately.

Please remember that while increasing or decreasing the size, please do it proportionally (changing the size while keeping pressed the shift+cntrl keys, in Windows, and shift+comnd keys in Mac).

Digital Artworks & Colour Swatches4.3. USING ARTWORKS IN VARIOUS SOFTWARES

79


Adobe PageMaker 6.5 and above Formerly Aldus PageMaker allows you to create high-quality publications, ranging from simple one-page flyers to complex reports.

Once you have created the pages of the desired size, identify the correct version of the identity which is to be used in your design (refer to page 15 of this document). Now go to the file menu and place. In the place dialogue box, select the path and select the correct file of logo (ai, or eps). The vector artwork is now on your artboard, ready to be used in any size.

In the File menu, select Links and select link to create a link to the file. This will embed the image in InDesign file.

Adobe PhotoShop CSYou use the place command in file menu to add the logo artwork as a smart object in your photoshop document. One can also copy from the open illustrator file and paste it in photoshop as a smart object. This will get pasted automatically in a new layer. Smart objects can be scaled, positioned or rotated, without degrading the image. You can place all file formats of the artworks included in the CD into Photoshop, but it is advised to place the artworks for print (especially — ai/cdr/eps files) as smart objects in order to avoid loss of resolution.

Microsoft Powerpoint:In order to insert images to PowerPoint, click on the slide that you want to insert the image onto.Select Insert > Picture > From File. On the ‘Insert Picture’ dialog, find and select by double-clicking on the image file that you want to insert. However, one can even simply follow the Copy & Paste method when it comes to transferring data.

Microsoft Word:In order to insert images to Word, click where you want to insert the picture. On the Insert menu, point to Picture, and then click From File. Locate the artwork you want to insert. Double-click or press open (in the dialogue box) to insert the relevant artwork file you want. By default, Microsoft Word embeds images in a document.

The ai, eps, jpeg and png formats can be inserted in both MS powerpoint and MS Word, however, if the file you are creating is to be viewed only on the screen, it is preferred to restrict your use to .jpeg and .png file formats.

In case the logo is used in the MS Office softwares to create notices and other such inter-office communication which shall be printed using a black-and-white office printer, it is advisable to use the ai or eps file formats (in single colour).

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Digital Artworks & Colour Swatches4.4. FILES IN THE ACCOMPANYING CD

1.Symbol Artworks

1.NBT_master

NBT_master_CMYK.aiNBT_master_CMYK.cdrNBT_master_CMYK.epsNBT_master_Pantone.aiNBT_master_Pantone.cdrNBT_master_Pantone.eps NBT_master_RGB.jpgNBT_master_RGB.png

2.NBT_B1

NBT_B1_CMYK.aiNBT_B1_CMYK.cdrNBT_B1_CMYK.epsNBT_B1_Pantone.aiNBT_B1_Pantone.cdrNBT_B1_Pantone.epsNBT_B1_RGB.jpgNBT_B1_RGB.png

NBT_logo_guidelines2013.pdf 3.NBT_E1

NBT_E1_CMYK.aiNBT_E1_CMYK.cdrNBT_E1_CMYK.eps

4.NBT_H1

NBT_H1_CMYK.aiNBT_H1_CMYK.cdrNBT_H1_CMYK.eps

5.NBT_logo

NBT_logo_CMYK.aiNBT_logo_CMYK.cdrNBT_logo_CMYK.epsNBT_logo_Pantone.aiNBT_logo_Pantone.cdrNBT_logo_Pantone.epsNBT_logo_RGB.jpgNBT_logo_RGB.png




81


2.Stationery Artworks*

STN_EA4_Pantone.aiSTN_EA4_Pantone.cdrSTN_EC6_Pantone.aiSTN_EC6_Pantone.cdr STN_ID_CMYK.aiSTN_ID_CMYK.cdr STN_VC_CMYK.aiSTN_LH_Pantone.aiSTN_LH_Pantone.cdrSTN_VC_Pantone.aiSTN_VC_Pantone.cdr

Lethead-text-template.doc

3.Cover Logo Strip Artworks

COV_NoSpn_CMYK.aiCOV_NoSpn_CMYK.cdrCOV_Spn_CMYK.aiCOV_Spn_CMYK.cdr

4.Fonts for NBT

DVTT Yogesh -PSITC Officina Sans Std BasicKohinoorDevanagariCompleteOTF3Unicode Script

*The artworks under the Stationery folder includes the Pantone versions. These files are specifically designed as two colour jobs for Screen Printing or Offset Printing, where the Magenta plate/screen runs the NBT Red colour and the Black plate/screen runs the NBT Earth colour.

82


Digital Artworks & Colour Swatches4.5. COLOUR SWATCHES

The various artworks in the accompanying CD have the CMYK colour swatches and RGB colour swatches embedded in the respective files. However, there might be situations where the production of the specific products, such as banners, reports, and other publicity material might be produced using digital offset or large format printing or silk screen printing (spot colours).

Often there might be situations where the product (e.g., invoices, other forms) is being printed in one colour offset in any of the house colours and not in black.

It is advisable to use the colour swatches provided here to match the colour of the output. These swatches may be shared with third party vendors with instructions to match the colour, especially in situations of spot colour print production. These are easy to tear and can be send along with the dummies/artworks to the printers. The square hole in the centre makes it easier to match the colour.

The swatches in this document are offset printed using specially matched spot colour inks on uncoated paper. The results on coated (art paper) might vary slightly based on the substrate.

83


NBT RED PANTONE 187 UC 0. M 100. Y 80. K 20.NBT EARTH PANTONE DS 324-4 CC 60. M 100. Y 100. K 20.









84


85



SYMBOL & GUIDELINES Symbol Artworks

Stationery Artworks

Cover Logo Strip Artworks

DESIGNED BY National Institute of Design,

Ahmedabad, India

September 2013

Artwork Files of Logo

86


Paldi, Ahmedabad 380 007. IndiaPhone. +91 79 2662 3996 Fax. +91 79 2662 5240Email. [email protected] Url. www.nid.edu

2013

National Book Trust visual identity and guidelines designed by

Integrated Design Services, National Institute of Design

Project Head Tarun Deep Girdher, Sr. Faculty, Graphic Design. [email protected]

Design Associate Nandini Krishnamurthy

Client Servicing Naresh Nagar. [email protected] & T G Shaikh. [email protected]

nbt logo guidelines 2013

Documents

distinct visual identity

cohesive visual identity

use of symbol

visual presentation

trademark symbol

nbt symbol

visual shape form

standard guidelines