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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?
SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
11SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
13SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
15
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.
17SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
FD ON CA UR SB
Resources
Consistency
det neir o-r emot s uC
ytilibalacS
VAD LN UA ER SBPerseve
rance
Passionevit ar oball Co
pihsre
daeL t
hg
uo
hT
IMD PN AA CR TB
Consumers
Small &
Medium
Enterprises
yrt sudnI t nemni atr et nE
snasitrA d
nA stsitr
A
19SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
21SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
Where Life Meets Art
FD ON CA UR SB
Resources
Consistency
det neir o-r emot s uC
ytilibalacS
VAD LN UA ER SBPerseve
rance
Passionevit ar oball Co
pihsre
daeL t
hg
uo
hT
IMD PN AA CR TB
Consumers
Small &
Medium
Enterprises
yrt sudnI t nemni atr et nE
snasitrA d
nA stsitr
A
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
23SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
Where Life Meets Art
FD ON CA UR SB
Resources
Consistency
det neir o-r emot s uC
ytilibalacS
VAD LN UA ER SBPerseve
rance
Passionevit ar oball Co
pihsre
daeL t
hg
uo
hT
IMD PN AA CR TB
Consumers
Small &
Medium
Enterprises
yrt sudnI t nemni atr et nE
snasitrA d
nA stsitr
A
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.
25SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
Eve
ry d
isco
very
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np
red
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. if
it w
ere
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it w
ou
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ot
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Cre
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un
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tab
le t
hin
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to b
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isco
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d.
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
X
X
X
X
X
X
X
236 pxDIGITAL
3.5 cmPRINT
5 cm
Brand Icon
2928
Log
o -
Do
’s &
Do
n’t
s
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
3130
Bra
nd
Co
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
3332
Bra
nd
Co
lors
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
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
Castle TLig
PRINT MEDIA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
Castle T Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
CastleT
SUBSTITUTE TYPEFACE
In cases where CastleTLig font family is not available (such as web or PowerPoint), use the substitute font family Calibri.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
Calibri Normal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
Calibri Normal-Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
Calibri Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !@#$%^&*()+=_-
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.
39SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
Where Life Meets Art
Where Life Meets Art
Where Life Meets Art
CD Sticker
Business Card
55SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
57SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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
61SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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.
63SUNDAY SOUL SANTE BRAND BOOK | JUNE 2016
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