manualBrand

Kariman showbhit chahal 29th november 2009 kariman paints/ /

contents

01 logo construction / variations / usage / 02 cmyk / pantone 03 typeface 04 attitude 05 stationery / collaterals / 06 paintado

TM

Kariman paints identity is a combination of logo , its varied application, storytelling and the visual language surrounding it. This manual will help you use identity correctly, hence creating a unified strong brand.

logo

Kariman Kariman

base l ine +7

-14

-27

+7

-7

-3.5 +3.5

30° 45° 60° 105º 120º

+3-12 -7 -7

+7

+14

= + 1

= - 0.75-

refrain recreating & never distort the logo . Use approved artwork.

construction

01

a

Kariman logo is key image of the brand. The kariman logo is symbolic abstract yet very straight forward and dynamic. It connects to nature and paints with its flower petals like structure. Dynamism is maintained with the petal abstract to paint strokes or splash and italics of the typeface is consistent with the dynamic form. It is also inspired by the letter ‘k’ which can be seen clearly in the monochrome version below !

logo

Kariman Kariman

Kariman Kariman

Kariman

Kariman

Kariman

01

b

variations

{ {

master logo - colour derivatives The master kariman logo can be used as shown below. It can be used over abstract imagery , texture and photographs, provided that there is enough contrast and the integrity of the unit is maintained .some colours from the series of paint tin packaging can also be reffered for the same usage .

logo

01

c

usage

{

{

INTEGRITY OF THE UNIT ! The master logo should be used only in the ways shown below until the integrity of the unit is maintained. It has to be understood that integrity and the dynamism of the logo is maintained or recognizable by the clear visibility of the longest yellow petal form in the frame ..

{wrong practices

right practices

Not allowed until there is a strong context or base to it ,

like the one above it !

The full colour logo should be used on a light background , dark backgrounds should be strictly refrained from usage.

However , use of orphan symbol without typeface is permitted until the integrity of the unit is maintained and its vividly

recognizable.

logo

01

d

usage

CLEARSPACE !A clear space needs to be defined around the master logo, to ensure proper visibility as shown in the diagram below. The size of ‘x’ would increase/decrease according to the size of the logo. The ‘x’ is measured from the logotype of kariman.

When used in full colour , the logo should not be decreased more than 2 cms.

Kariman

Kariman

x

2x

0.75x 1.75x

2xminimun size

2 cmsKariman

nature likes hue !

the only exception for appearance of type or object in the open space

is the brand’s tag line “ nature likes hue ”only in the way shown over

here !

colour

02

a

1

2

3

Strictly follow the Pantone colour chart indicated below for better results .Colours shown here are just indicative , actual pantone or cmyk may differ on screen or print of thismanual , please strictly refer to the colour values mentioned below.

B C D E F G H I J KA

PANTONE 605C PANTONE 1585C PANTONE 7433C PANTONE 5493C PANTONE PURPLEC PANTONE 583C PANTONE 180C PANTONE 187C PANTONE 506C PANTONE 5195C PANTONE 7449C

PANTONE PALATTE

50%

25%

15% 15%

25%

50%

75% 75%

50%

25%

15% 15%

25%

50%

75% 75%

50%

25%

15% 15% 15% 15% 15% 15% 15%

25% 25% 25% 25% 25% 25%

50%

75% 75% 75% 75% 75% 75%

50% 50% 50% 50% 50%

75%

C 012M 005Y 100K 000

R 232G 220B 007

C 010M 079Y 137K 000

R 022G 091B 118

C 004M 050Y 089K 000

R 238G 146B 056

C 063M 013Y 028K 000

R 092G 175B 183

C 045M 090Y 000K 000

R 153G 062B 150

C 075M 068Y 067K 090

R 175G 189B 034

C 008M 081Y 100K 001

R 222G 084B 012

C 018M 100Y 082K 007

R 190G 032B 055

C 027M 096Y 095K 028

R 143G 035B 033

C 069M 075Y 044K 033

R 079G 062B 085

C 071M 093Y 045K 060

R 055G 004B 052

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

1

2

3

typeface

03

a

KERNING !

MetaBold - ItalicAaBbCc0123..!?#*({>%

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789 $%&@#(!?.,;:)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789 $%&@#(!?.,;:)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $%&@#(!?.,;:)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $%&@#(!?.,;:)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 $%&@#(!?.,;:)

Do not tamper with the kerning in the logotype of the kariman identity & never use default kerning of the typeface in the logotype as it is optically balanced , use approved or shown optical kerning !

Primary typeface secondary typeface(s)

Meta Bold Roman

Meta Book Roman

Meta BookLF Italics

attitude

04

a

THE WHITE PSYCHOLOGYAmple amount of White colour or white space should be used or practised with collaterals , advertisements , products and importantly retail spaces . colour white increases the appetite for colour , to fill the blank empty space and it increases the contrast and judgement for colour.

Kariman brand experience should revolve around the line “ nature likes hue !” Kariman Brand experience should reflect nature as an integral part of the identity in any of its campaign oradvertising mediums. However , the tone of voice can be practised from the fantasy storytelling to the simplistic / minimalistic relation or integration of nature and kariman paints relationship.And integration of the nature should not limit just to metaphorical level but to other inconvential levels likeretail spaces of the store can have real installtion of trees , aquariums and tropical parrots inside the store.

“ nature likes hue ! ” only in MetaBook LF - Italic

statement of communication

dilutents varnish enamelsinterior distemper

Below are the products and its natural elements , which *can be changed to any other appropriate or contextual symbols.

exterior distemper feather touch

stationery

04

a

LETTERHEADThe stationery is basic and functional.

They have to be offset printed from a single source Size 21 cms x 30 cms

Paper - 120 gsm

Can be changed to another appropriate & contextual visual !

franchise name & detailsprimary letterhead common : kariman info.

stationery

04

b

nature likes hue !

nature likes hue ! nature likes hue !

nature likes hue !

Kariman Subroto Roy Chief retail manager www.kariman.com+919960497250 info@kariman.com// /

BUSINESS CARD & MAILERSThe stationery is basic and functional.

They have to be offset printed from a single source business card Size 9 cms x 6 cms ; mailer size 225mm x 108.5 mm

Business card Paper : 180 - 200 gsm ; mailer paper 80 gsm

Can be changed to another appropriate & contextual visual as shown in other examples same visual language can be applied to the envelopes name/designation/info. common : kariman info.

front

back

mailer

collaterals

05

a

SHADE CARD CONCEPTThe shade card should be developed over the shown natural symbolic nomenclature & visual language.

collaterals

05

b

RETAIL ENVIRONMENT & EMPLOYEESCollaterals should have ample amount of white space or colour , employees should wear t shirts / caps (optional) to promote the fresh and youthful environ-ment.

Kariman nature likes hue !

Kariman nature likes hue !

collaterals

05

c

Kariman Kariman

TRANSPORTATION TRUCKS & SERVICE VANS / PAINTERS APRONSTransportation of the stock to franchise stores and service van of painters serviceshould follow the shown visual language !

collaterals

05

c

digital bucket

CD COVERThe digital catalogue collection and set of softwares installation for paintado desktop and iphone application.

collaterals

05

c

PRINT / ENVIRONMENT The tone of voice should be minimal in print media!however in retail environment inconvenient mediums of display can be used like one shown below : Product (dilutent ) itself kept inside the aquarium installed in the wall .

collaterals

05

c

RETAIL ENVIRONMENT Apart from inconvential approach in retail as discussed earlier the following visual language can be the part of installations and environmental graphics.

05

c

PaintadoTM

c Kariman paints

PaintadoTM

exitexit

capture and paint

mix your hue

browse colours

browse gallery

capturecapture

turquoise3turquoise3AD13AD13

dawnorangdawnorangAW35AW35

royalgreyroyalgreyAD13AD13

apply this hueapply this hue mix your ownmix your ownor

turquoise3turquoise3AD13AD13

dawnorangdawnorangAW35AW35

royalgreyroyalgreyAD13AD13

apply this hueapply this hue mix your ownmix your ownor

save mesave me

royalBlueroyalBlue

15 Nov 0915 Nov 09Sharma’s hallSharma’s hall AD13AD13

pinkheighpinkheighHD43HD43Date clicked :Date clicked :Name :Name :

bluejayzebluejayzeGD43GD43back to galleryback to gallery

pinkheightpinkheight

GW35GW35royalpurplroyalpurpl

JW35JW35

AW35AW35

purpleroypurpleroy

PurplePurple

GW35GW35BlueBlue

JW35JW35

AW35AW35

YellowYellow

save colour code to inbox

ray yellowray yellowAD13AD13

pinkheightpinkheight

AW35AW35royal greyroyal grey

AW35AW35

AW35AW35 AW35AW35

purpleroypurpleroyFG13FG13 turquoiseturquoise

greenwoodgreenwood

shake iphone to mix

PaintadoTM PAINTADO - an iphone/desktop/web based application.Paintado is the solution to the problem of asian paints testers . hundreds of customers of asian paints complained that they used tester’s patches on the wall and liked it but, when they bought and applied the same colour it looked different. The problem was the color - interaction theory itself . the colour interacts with the space , amount and surrounding colour differently . Paintado a digital painting interactive application concept which was developed to capture and paint it digitally just like Photoshop can select and colour by selective colour range , its still at conceptual level but whole UI and UX was thoroughly worked following the apple iphone UI standards. You can also select two colours from revolver and shake your iphone to mix it !

end.