INDIA DESIGN MARK IDENTITY GUIDELINES ©2011 UTPAL PANDE

india design mark

BACKGROUNDThe India Design Council (IDC) proposed a competition for designing the India Design Mark to help define good design. The award of Good Design would make entrepreneurs aware of ways in which the design is integral to business planning.

However, IDC failed twice to organize a proper event to select a mark that could stand as the India Design Mark. There is great dissatisfaction amongst the design community in India. We would like to propose a rather revolutionary step which is to let the design community select their own mark without the intervention of the IDC whatsoever.

ABOUT IDC The India Design Council (IDC) is the National Strategic Body for multidisciplinary Design in India. Based on the National Design Policy, it’s main objective is to make design a strategic tool for Indian Business and contribute to the National economy and ultimately place India among the top design destinations in the world.http://indiadesigncouncil.in

OUR STANDWe’ve created an event called ‘make your own mark’ to invite participation for the India Design Mark. You can also participate in the following ways:

• You can submit your own version of the India Design Mark which can be later voted for by the community. We’ll then appoint a jury panel comprising national & international designers to shortlist 3 finalists from the voted entries.• You can attend this event and show your support for the cause.• Your support will ensure that the elected mark by the IDC doesn’t become the official representative of the India Design Mark.

The event is open to all Indian Nationals for participation. The Global Design Community can also attend the event to show their support. The event is being organized by a group called ‘What is Graphic Design? (wigd)’ that has over 2,000 members from over 75 countries. We also have the support of senior designers and design mentors from India.

INDIA DESIGN MARK IDENTITY GUIDELINES BACKGROUND ©2011 UTPAL PANDE 2/16

makeyour ownmark

http://on.fb.me/qpJw4P

www.facebook.com/groups/visual.communication

India Design Mark:Insipiration & Design

INDIA DESIGN MARK IDENTITY GUIDELINES INSPIRATION #1: MISRA YANTRA ©2011 UTPAL PANDE 4/16

Misra Yantra is one of the four distinct astronomical instruments of the Jantar Mantar observatory located in New Delhi, India. Each instrument at the Jantar Mantar is a separate architecture that is based on mathematical observations, and helps in calculating different aspects of celestial objects and time. The Misra Yantras were able to indicate when it was noon in various cities all over the world.

These features give the Misra Yantra the following attributes: Good DesignIndian DesignGlobal ReachFunctionalTimelessUniqueIconic

INDIA DESIGN MARK IDENTITY GUIDELINES INSPIRATION #2: DEXTROUS HANDS ©2011 UTPAL PANDE 5/16

Hands play a very important part in the design process be it graphic design or product design. The hands are an excellent metaphor for the following:

Design ProcessCraftsmanshipHard WorkDexteritySkill

Each designer spends a considerable time working on his/her idea. The idea is conceptualized in the mind but it is through the intervention of hands that the idea is brought as a living reality into the world in a tangible form.

This form is again experienced and touched by the audience. Therefore, the hands not only show the great involvement of the designer but also represent the participation of the audience.

INDIA DESIGN MARK IDENTITY GUIDELINES CONCEPT ©2011 UTPAL PANDE

Combining the first metaphor of the hands and including a designed product at the heart of the design results in a very strong mark that encompasses both the designer and the design. The India Design Mark will therefore not only celebrate good design but shall also recognize & honor the designer involved. The two hands also showcase the good design.

The sencond metaphor, the Misra Yantra is a semicircular scale graduated with 180-degree markings. The plane of the north face of the Misra Yantra (where this scale is located) is parallel to the plane of the ecliptic when it is tilted furthest to the north as Kark (Cancer Zodiac Sign) culminates on the meridian.

At a particular time of day, the pin will cast a shadow across the measuring surface as the sunlight enters the plane of the instrument. At the moment the Sun enters that plane, the Zodiac Sign of Kark is located directly overhead, and the shadow of the pin yields the position of the Sun on the ecliptic. The Sun is represented here by the red circle.

The two different metaphors thus complement each other perfectly; the hands represent skill, human side & ingenuity while the Misra Yantra represents the technical prowess, fine-tuning and precision involved in the design process.

The hands also nurture and promote design while the Sun is a symbol of radiant growth, universal presence and energy.

Thus in totality the mark represents the following:

Good DesignIndian DesignUniversal ReachFunctionalityTimelessnessUniquenessIconic Presence Design ProcessCraftsmanshipHard WorkNurturingDexteritySkill

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INDIA DESIGN MARK IDENTITY GUIDELINES BASIC DESIGN ELEMENTS MARK & LOGOTYPE ©2011 UTPAL PANDE

india design mark

MARK

LOGOTYPE

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IDM Red

CMYKC 20M 95Y 90K 10

HTML b72f2f

RGBR 183G 47B 47

IDM BLUE

CMYKC 90M 65Y 20K 05

HTML 2a5d8a

RGBR 42G 93B 138

INDIA DESIGN MARK IDENTITY GUIDELINES COLORS ©2011 UTPAL PANDE 8/16

There are two main colors which should be reproduced as accurately as possible in whichever medium they are used.

CMYK: 4-color process=Cyan, Magenta, Yellow, Key (Black)

HTML: web safe hexadecimal value

RGB: Digital Red, Green, Blue values

INDIA DESIGN MARK IDENTITY GUIDELINES TYPOGRAPHY ©2011 UTPAL PANDE 9/16

Scala Sans Category Sans-serifClassification HumanistDesigner(s) Martin MajoorFoundry FSI FontShop International Scala Sans is a humanist sans-serif typeface designed in by Dutch designer Martin Majoor in 1993 for the Vredenburg Music Center in Utrecht, the Netherlands. It was designed as a companion to Majoor’s earlier serif old style typeface Scala, designed in 1990.

Scala Sans is a very complete sans-serif in its inclusion of true small capitals, lining and non-lining (old style figures) and many ligatures. In 1993 an additional condensed width of the typeface was released. The typefaces are available through Font Shop International.

http://scalafont.com

Scala Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@•%&*()£\’<+>”©

Scala Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@•%&*()£\’<+>”©

Scala Sans Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!;:/?,.@•%&*()£\’<+>”©

india design mark

INDIA DESIGN MARK IDENTITY GUIDELINES BASIC DESIGN ELEMENTS COLOR VARIATIONS ©2011 UTPAL PANDE

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Color Version Grayscale/Single Color Version On a Sold-Color Background

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INDIA DESIGN MARK IDENTITY GUIDELINES LOGOTYPE MINIMUM SPACE ©2011 UTPAL PANDE 11/16

An exclusion zone (the minimumunobstructed area around the badge)has been developed to make sure thatit remains sufficiently prominent.

Do not allow type, rules or any othergraphic device into this area. An acceptable solid colour, that yields a high contrast may run through the entire background as specified in the earlier page.

Example shows minimum area (as shown by thick yellow key line) on large version logotype. The same principle works for all other sizes.

x

xx

x

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INDIA DESIGN MARK IDENTITY GUIDELINES MINIMUM SIZE ©2011 UTPAL PANDE 12/16

Type A

Type B

Type C

india design mark

20mm

india design mark

10mm For technical and legibility reasons the mark cannot be smaller than 10mm in height.

If the mark has to be used along with the logotype then it should not be less than 20mm in height.

10 mm = 1 cm = 0.3937 in20 mm = 2 cm = 0.7874 in

For laser etching on metallic or wooden products, please check the specifications of the laser engraver. For cutting the mark on to leather products kindly check the specifications and resolution of the laser cutter.

For clarity and reproduction quality, donot use any logotype smaller than theones shown. Use the correct version ofthe logotype depending on the sizerequirement and reproduction quality.

When reproduced very small, use the Type C version without the logotype.In these circumstances, the markshould appear in the black & whiteversion only. No other colour shouldbe used.

Do not try to alter any aspect of thelogotype and do not try to recreateit. Use only the logotype which hasbeen supplied and approved.

5mm

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INDIA DESIGN MARK IDENTITY GUIDELINES PROHIBITED USAGE ©2011 UTPAL PANDE 13/16

india design mark

The mark and the logotype should be represented in its original colors, proportion, opacity and the various elements should be in place.

Distortion of any kind is not permitted.The mark and the logotype cannot be distorted by stretching, skewing or rotating the elements. Additional elements such as drop shadows, outer/inner glows, bevel & emboss, outline strokes cannot be added to the mark.

The mark cannot be placed over gradients or patterns. Also, it may not be placed over a color which yields a very low contrast.

One cannot place any graphic elements or text within the logo mark area.

The typography of the logotype cannot be altered by changing the font, weight, kerning or capitalization.

The mark has to be represented in 100% opacity. The mark cannot be made transparent by altering its opacity.

Do not change the proportion of the mark and logotype

Do not stretch or compressthe mark or logotype

Do not change the position of the logotype in relation to the mark

Do not distort, skew or rotate the mark or logotype

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Do not interchange the assigned colors

Do not render the mark or logotype in any other color

Do not change the font, weight or style of the typeface

Do not add a dropshadow to the mark or logotype

Do not add bevel & emboss or any effects to the mark

Do not use the markas an outline

INDIA DESIGN MARK IDENTITY GUIDELINES PROHIBITED USAGE ©2011 UTPAL PANDE 14/16

india design mark

INDIA DESIGN MARK IDENTITY GUIDELINES PROHIBITED USAGE ©2011 UTPAL PANDE 15/16

india design markwinner of 5 other awards!

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india design mark

Do not add text within the specified logo mark area

Do not change the opacity of the mark or logotype

Do not add any elements within the logo mark area

Do not place the mark over a gradient

Do not place the mark over a pattern

Do not place the mark over any color that yields a low contrast

INDIA DESIGN MARK IDENTITY GUIDELINES ABOUT THE DESIGNER ©2011 UTPAL PANDE 16/16

UTPAL PANDEGraphic DesignerINDIA

utpalpande@gmail.comfacebook.com/utpaldesigntwitter.com/utpalpandehttp://utpal.tumblr.com

Utpal Pande studied graphic design at the National Institute of Design, India. With a background in Economics and over seven years of hands-on experience in Graphic Design, he perceives design as a way of thinking. His areas of interests include identity design, typography, illustration, poster design, publication design, branding & brand strategy, advertising, social communication, photography, information technology and design writing.

His posters have been featured in international exhibitions & publications endorsed by ICOGRADA. His designs have been selected for permanent display at art galleries in London & Berlin. He has designed over a dozen identities & logotypes for commercial enterprises, nonprofit organizations, retail stores, health systems, technology solutions, hospitality business and entrepreneurs.

His poster ‘I like NY’, a tribute to Milton Glaser’s ‘I heart NY’ was featured in the New York Times on September 26, 2010.

He was a part of the 23 member jury panel for ‘Green+You’, an international poster design competition, which was exhibited in Seoul, Korea.

‘The Spirit of FIFA’, an international poster design event started by him in 2010, attracted more than 1,000 participants from over 40 countries. A distinguished panel of 13 international jury members was invited to judge the event. It gave people from different backgrounds an opportunity to experience design directly through participation. The posters were exhibited at TEDx NCR in 2011.

He also speaks extensively on design and the role of social communication in bringing organizations and institutions together. He was recently invited as a speaker at a TEDx talk where he inaugurated a new service called Colab that aims at design collaboration between designers and entrepreneurs.