The Brand Book - creativefactor.in · 2.09 Marcom 2.10 Art Education 2.11 Powerpoint Slides 2. Creative Expressions 28 32 36 38 48 50 52 54 56 60 62 Using This Brand Book The brand

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SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016

The essence of life lies in the harmony of culture, social

relationships, entertainment and art. Similarly, this brand

book constitutes the core elements of Sunday Soul

Sante. It helps in understanding the perception of our

brand and represents the ideology on which it is built.

Why a Brand Book?


1.01 Our Brand Story1.02 Brand Purpose1.03 Tagline1.04 Boilerplate1.05 Vision1.06 Mission1.07 Brand Values1.08 Brand Focus1.09 Brand Impact1.10 Tone Of Voice

1. Brand A�ributes08101214161718202224

2.01 Logo And Icon2.02 Brand Colors2.03 Brand Font2.04 Louder Than Words2.05 Picture Guide 2.06 Brand Layout Styles2.07 Brand Visuals 2.08 Office Supplies2.09 Marcom2.10 Art Education2.11 Powerpoint Slides

2. Creative Expressions2832363848505254566062

Using This Brand BookThe brand book has two sections. The first section describes

the attributes and the second section is on the creative

expressions of the brand.

Brand A�ributes• The brand essence that drives our

purpose, commitment and actions

• The values that drive our high performing culture

• The attributes that guide us in what we deliver to the customer

• The brand stories where our distinctive competencies and experiences are brought to life

Creative Expression• The brand identity is made up of several

basic elements

• The elements forming the brand create a memorable and differentiated brand system

• The guide addresses our needs across major sponsors and partners

• It ensures that our brand is represented effectively in the marketplace


Our Brand Story

We are the embodiment of modern India

giving an ode to contemporary arts, crafts

and design. We bring India’s rich culture and

art to the entertainment and retail space by

creating a platform for visual and

performing artists. We identify and promote

creative talents for their commercial viability

in the retail space.

We offer wholesome entertainment by

creating an ecosystem for each member of

the family to enjoy together and make

beautiful memories that last for a lifetime.

We celebrate life with fun, flea, food, and

music which captures the pulse of

contemporary art and culture in India and

the world.

09SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016

Brand PurposeSunday Soul Sante is born out of the essential need for appreciating and celebrating of

India's contemporary arts, crafts and design. We recognize and promote hidden talents

who are driven by the same passion we have for arts, crafts and design. We do so by

focusing on their profitability while showcasing them in the spotlight for the world to

see and enjoy. At the heart of it all is our inherent quality of providing wholesome

entertainment with a vibe that is quintessentially Sunday Soul Sante.

Sunday Soul Sante stands apart in its core essence of being a treasure trove of authentic

handmade products of arts, crafts and design from all over India. We go one step

further by being the home to creativity where art, flea, food and music thrive and can

be celebrated by each member of the family.

Brand Differentiator


Sunday Soul Sante is a platform for visual and performing artists.

We bridge the entertainment and retail space of India. We achieve

this by bringing people, products, artisans, performers from

various walks of life together. Our tagline encapsulates these

values and resonates with our target audience at first glance.

‘Blacksword’ is the typeface used for Where Life Meets Art'

“Where Life Meets Art ”The Tagline


Sunday Soul Sante is a celebration of India’s contemporary art

and culture in the modern world. Trends from the global arena of

arts, crafts and design are brought to life as a part of our cultural

platform. We enable talented artists and artisans to showcase

their creativity and passion for arts, crafts and design. As a

platform that inspires creativity, we bring together people from

various walks of life and provide them with wholesome

entertainment that satisfies the heart and the soul.

Boilerplate

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To be a launch pad for dedicated artists and artisans

who bring the rich culture and art of India to life.

VisionMission

Create an ecosystem for artists, artisans and public to come together,

interact and celebrate the rich culture and contemporary art of India. We

recognize creativity and manage talents for their commercial viability in the

retail space. To achieve this, we meet and exceed customer expectations

through meticulous idea, planning and execution in all our initiatives.


Brand ValuesThese are our values that we want everyone at Sunday Soul Sante to

imbibe and share. These values direct the way we all behave everyday

with each other, our customers and partners. It defines our high-

performance culture and practices.

THOUGHT LEADERSHIP: We as an organization are built upon

thought leaders who inspire people with innovative ideas and turn

them into reality with the know-how and expertise to help others

replicate their success

PERSEVERANCE: With new opportunities arising at every turn, we

strive towards improving and taking our organization to the next level

COMMITTED: We focus all our time and effort on the right areas,

improvising our methods, making progress and redefining the

direction we are headed

PASSION: Our work stems out of our immense passion towards art,

craft and design. It drives us to provide the best to our customers at

all times

COLLABORATIVE: We go beyond the traditional focus of partnerships,

and instead focus on building sustainable relationships over a long

term, which can ultimately change the core strategy and social

purpose of our organization

Where Life Meets Art

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Brand FocusThese are the core customer benefits that showcase what we

deliver, providing inspiration from our innovative and captivating

platform. We rally our collective focus to create competitive brand

differentiation with these four core attributes supported by the

same consistent brand messaging.

RESOURCES: We focus on building key resources, which is the

most important thing for our business. It plays a direct role in

bringing to life our value proposition to our customers

CONSISTENCY: To ensure experiences that are quintessentially

Sunday Soul Sante, we align our efforts to deliver consistent

customer experiences in all our initiatives

CUSTOMER-ORIENTED: We bridge the gap between the

realization of converting customer strategy to culture and

delivering; against to creating a customer oriented culture

SCALABILITY: Our business model is built to scale across

geographies and we make sure that our initiatives are optimized

to enable this progress in a rapid and efficient manner



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Brand ImpactWe bring people, products, artisans, performers etc., together in

an environment where fun, creativity, commerce; music thrive

and inspires people while providing wholesome entertainment.

In the future, the gap between the entertainment and retail

landscape will be bridged and our culture and art will have a

direct impact on socio-economic ecosystem. Therefore, we

make an impact on the following sectors to change the way we

interact and are entertained,

• Artists and Artisans

• Consumers

• Small and Medium Enterprises

• Entertainment Industry



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Tone Of VoiceWe have established a strong tone of voice that

matches our values. We follow this tone to

communicate our story. Every day, we speak to

millions of people around the world via emails,

advertising, reports and presentations. And our

communications help to build a positive

perception of who we are and what we stand for.

The communications we produce must be

innovative, impressive, colloquial, charged and

inspiring. These rules and guidelines are here to

help you tell our story in the most compelling way.

Create A Wr�ing BriefBefore you start writing, define the key elements involved:

• Who are the readers or target audience?

• What do they want to gain from the communication?

• What are the most important things needed to express to them?

• What is to be done to do in order to make the communication

appealing and interesting?

• What will make this communication speak in the voice of a

Designer, Creator?

Tone of Voice Examples

Inspiring: Come experience soul-stirring arts, crafts and design that

please your heart and stimulate your thoughts.

Charged: Sunday Soul Sante is here for you to revel in nothing but

good vibes by engulfing you in a day of wholesome entertainment.

Impressive: Sunday Soul Sante is one arresting experience you

definitely don’t want to miss.

Colloquial: Hey folks, we are back with a bang to our very own B'lore.


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CREATIVE EXPRESSIONS

27

As the visual emblem of the brand, the logo is sum total of the core essence and philosophy of Sunday Soul Sante. Our logo is derived from the six petal lotus Chakra, which represents the second chakra Svadhistana. It is a symbol conducive to creative expression along with emotions of elation and joy. The Lotus also is an important embodiment of all things Indian, being our national flower, it also shows Sunday Soul Sante’s endeavor to show the world that Indian arts, crafts and design is on par with the rest of the world.

We have always been known for our fine sense of esthetics which manifests in everyday life, in its various forms. Therefore our logo has now become synonymous with Sunday Soul Sante and is evolving into an embodiment of Indian arts, crafts & design in the years to come.L

ogo Clear Space

The Value of X is the proportionate size of logo typeface ‘Sunday Soul Sante’

Minimum SizeTo ensure legibility, we have set the minimum size for the reproduction of the logo

X

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3.5 cmPRINT

5 cm

Brand Icon

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Brand logo emboss on Paper Brand logo on wood etching

Brand logo is one of the important facets of the brand identity system. One should not tamper the brand logo. Having said that, we have discussed here how to use the brand logo in any piece of visual communication.

Do’s Don't’s

Do not alter the logo Do not give gradation

Do not give outline

Do not stretch the logo

Do not give drop shadowto the logo

Do not alter the colors

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lors

Color is a strong and communicative element of any corporate identity. The color palette of Sunday Soul Sante is breezy and ethereal. It takes inspiration from the richness and positive nature of our organization. The harmonious blend of colors provides flexibility and brings vibrancy to all our designs and creations.

Primary Colors

Primary colors are Blue, Pink, Grey and White

The color BLUE is essentially soothing and represents intelligence, serenity, reflection, the fluidity and vastness of life.

The color PINK signifies warmth, tranquility, nurturing and care, all of which have a genuine value in our business.

The color GREY represents balance of life, synergy of arts, crafts and design with all aspects of life that Sunday Soul Sante stands for.

The color WHITE symbolizes purity, innocence, wholeness and it opens the way as the canvas for the creation of anything the mind can conceive.

C: 0 | M: 0 | Y: 0 | K: 0 PANTONE White

C: 05 | M: 0 | Y: 0 | K: 30 PANTONE 5435 C

C: 88 | M: 0 | Y: 05 | K: 0 PANTONE 3125 C

C: 0 | M: 85 | Y: 10 | K: 0 PANTONE 1915 C

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Secondary Color Schemes

These colors are used to support the primary colors. Known as 'highlight' or 'accent' colors, they will be used creatively to project the appropriate level of dynamism and optimism in any given communication piece.

C: 10 | M: 20 | Y: 80 | K: 30 PANTONE 4505 C

C: 100 | M: 80 | Y: 0 | K: 0 PANTONE 2945 C

C: 0 | M: 100 | Y: 100 | K: 10 PANTONE 711 C

C: 0 | M: 25 | Y: 100 | K: 0 PANTONE 136 C

C: 10 | M: 80 | Y: 80 | K: 10 PANTONE 7418 C

C: 30 | M: 10 | Y: 0 | K: 0 PANTONE 291 C

C: 85 | M: 20 | Y: 100 | K: 10 PANTONE 348 C

C: 10 | M: 0 | Y: 80 | K: 10 PANTONE 610 C

3534

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Castle TLig

PRINT MEDIA



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Castle T Bold



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CastleT

SUBSTITUTE TYPEFACE

In cases where CastleTLig font family is not available (such as web or PowerPoint), use the substitute font family Calibri.



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Calibri Normal



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Calibri Normal-Italic



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Calibri Bold



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Calibri Bold

Brand FontThe introduction of the font family 'CastleTLig' helps our communications to be effective, growth-oriented and elegant. We want to be sure that we convey information in a clear and simple way in order to help people understand what we are saying.

3736

Louder Than WordsWe want our photography to have energy and pace as well as humanity. We want all our photography to show movement of some kind along with human activity.

Human: Images must contain people except for product showcase.

Dynamic: We developed a distinctive photographic style which will help us stand out from competition.

The merging of life and art is represented through movement of people and their interaction with art works.

Natural & Spontaneous: Our photography must look natural and spontaneous, not staged or cliché.

Real & Metaphysical: Our photography must feel real and at the same time allow us to imagine the ethereal scope of art.






Picture Guide

Do’sShow people in real lifeShow movement of peopleShow stalls with peopleShow people in context within a lively environmentUse people in context of the wider worldUse product picture

Don't’sDon't show people with negative emotionsDon’t show people out of contextDon't show contrived, over posed or cliched scenariosDo not show fictional charactersDo not show non-human or artificial charactersDon’t show the subject out of focus

Don't show images without peopleDon't show images with motion blur Don’t show the subject out of focus

Don’t use images with conflicting subjects

Don’t show artificial characters Don’t show articial charactersDon't show contrived, over posed or cliched scenarios

Don't show people with negative emotions

Don’t use images without zest

Don’t use images without clear action Don’t use cliched images

Don’t show people out of context

48

Layout Style

LOGO LOGO LOGO

LOGO

LOGO

LOGO

LOGO

LOGO

We find freedom of art in asymmetrical design which possesses its own grammar. Asymmetry is simply the absence of symmetry. But asymmetry does not have to lack balance and harmony.

Asymmetrical design can create a sense of energy and tension but also a sense of compositional harmony depending on use. Sunday Soul Sante's layout is defined by grids that outline the bounds of asymmetric forms. The logo will take center stage in the layout capturing the audience's attention instantly. This way key communication is not lost in translation from mind to canvas, with an asymmetrical balance that pleases the eye and stimulates the mind.

50 51

Brand VisualsGraphic frame is essential to provide a consistent graphical identity for brand communications. The primary graphic elements are chosen from a wide range of art forms to express and communicate with freedom. The graphic band should be used with 20% transparency against the background image. It drives focus to the final outcome.

20% Transparent Band

Office Supplies

Brand identity system is embedded in every day office supplies. It reflects and reminds the ideology of the organization.

Letter head Envelope

Notepad

CD Pouch

NAME:

DESIGNATION:

EMPLOYEE CODE:

ID Card




CD Sticker

Business Card


Marcom

Brand identity system has been developed to aid marketing communication. Every element of the brand identity system has been planned to accentuate the brand imagery and perception.

Print Ads


Sponsor logos

Wall

Sponsor logos Sponsor logos

Sponsor logos

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Sponsor logos

Sponsor logos

Art Education Educating our visitors on the rich forms of art is the best way to pique their interest for what awaits them. These examples are meant to represent and inform about varied movements in arts, crafts and design.

POLE BRANDING


PowerPoint Slides

Power point presentations deliver a wide range of content, unified by a core message. Presentations should be interactive and therefore a simple, branded template is to be used for the content to be the star. Don’t crowd too much text onto each slide, instead use photos or clean, simple charts to convey your information.



Documents

The Brand Book - creativefactor.in · 2.09 Marcom 2.10 Art Education 2.11 Powerpoint Slides 2. Creative Expressions 28 32 36 38 48 50 52 54 56 60 62 Using This Brand Book The brand