Guidelines for UPSOCA symbol

GUIDELINES FOR SYMBOLAUGUST 2013

� 2013NATIONAL INSTITUTE OF DESIGN2

� 2013, UPSOCA, Lucknow.

Identity & Guidelines Designed ByIntegrated Design Services, National Institute of Design, Ahmedabad, Gujarat, INDIA

For, Uttar Pradesh State Organic Certification AgencyLucknow, Uttar Pardesh, INDIA

Digital Printing on 250 & 130 GSM matt stock

Throughout this document trademarked names are used. Rather than put 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.

DESIGN OF VISUAL IDENTITY (LOGO)FOR UPSOCA 3

For any symbol to be memorable and have the desired recall value, it is imperative that it be reproduced across several media of communication in a consistent manner. The most important elements to 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 across all 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 Uttar Pradesh State Organic Certificate Agency (UPSOCA), Lucknow.

who should use this?

why these guidelines?

This set of guidelines are for the use of personnel within UPSOCA responsible for communication, or graphic designers, professional printers, or other vendors who may use the UPSOCA symbol to create communication material. 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.

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 match the colours during print production, please use the colour swatches provided in this booklet.


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, recordable 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.

what is visual identity?

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 applications 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 stationary, business cards, envelopes, promotional material such as brochures, flyers, advertisements, posters hoardings etc; forms, in-house printed stationary such as vouchers and bills, environmental design such as interiors and signage systems, vehicles and uniforms, exhibitions and all promotional material in the visual media.


NEED FOR A VISUAL IDENTITY

The identity of an organisation is like its personality. It is something that conveys through visuals, the distinctive 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 camaraderie 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 (fonts)

The logo – either a symbol, a wordmark; or a combination of both the logo and the logotype, gives the visual identity to an organisation. A consistent and undistorted use of the symbol across various applications 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 reinforce the visual identity and help in maintaining a consistent image throughout all the communication materials produced by the organisation.



SECTION 1. THE SYMBOL

1.1 The Symbol 10

1.2 The Signature 12

1.3 Alternate Configuration 13

1.4 Minimum Sizes 14

1.5 Certification Mark 15

1.6 Colour 16

SECTION 2. HOW THE SYMBOL CAN BE USED

2.1 Safe Zone / Clear Space 20

2.2 Usage with other Symbols 21

2.3 Incorrect Usage: Do Not Do These 22

SECTION 3. USAGE OF THE SYMBOL - FEW EXAMPLES

3.1 Letterhead 26

3.2 Visiting Card 28

3.3 Envelope 29

3.4 Office Noting 30

3.5 Punch File 31

3.6 Round Seal 32

3.7 Identity Card 33

3.8 Bag 34

3.9 Certificate 35

3.10 Newspaper Advertisement 36

3.11 Poster 38

3.12 Paper Weight 39

CONTENTS

SECTION 4. ARTWORK FILES OF SYMBOL AND COLOUR SWATCHES

4.1 Symbol File Formats in CD 42

4.2 Colour Swatches 44



SECTION 1.

This section explains the philosophy of

the symbol, and details out the basic set

of guidelines on how to use the symbol.

The basic elements of the identity Ð

The logo-symbol, the identifier, and the

colour are explained in this section.

the symbol


U. P. State Organic Certification Agency is

established to provide dependable, timely

and user friendly organic certification service

in conformity with the NPOP standards.

The logo of UPSOCA symbolizes the core

relationship between nature and mankind.

The bold and graphic symbol represents

the system of organic production, quality

benchmarks and standards.

1.1THE SYMBOL

The hand gesture is a visual metaphor of

recognizing, choosing and certifying these

benchmarks — of processes and products.

The circular form of the symbol represent

quality; and the leaves portray development

and progress as a result of relationship with

nature by means of organic processes.



The signature for ‘Uttar Pradesh State Organic

Certification Agency’ comprises of the symbol

and the identifier (in different Latin and

Devanagari script).

The preferred configuration is shown below.

1.2THE SIGNATURE

SYMBOL TEXT/IDENTIFIER IN DIFFERENT SCRIPTS

THE SIGNATURE /VISUAL IDENTITY

File in CD: UPSOCA_Symbol_Full-Colour


Sometimes there are situations where due to

paucity of space available and official norms, it

may not be possible to use the signature identity.

For such situations the UPSOCA signature

identity has been designed in two variations —

1.3ALTERNATE CONFIGURATION

1. A standard, preferred horizontal configuration,

as shown on page 12,

2. The alternate configuration, shown below

which may be used when there is less

horizontal space.

File in CD: UPSOCA_Symbol_Short-Colour


STANDARD CONFIGURATION

The full signature (preferred) of the UPSOCA

identity can be used upto a smallest size of 15 mm

height, as shown below.

For optimum visibility of the identity, it is advisable

to not use this configuration smaller than 15 mm in

height.

15 MM

THE ALTERNATE CONFIGURATION

The alternate configuration of the identity can be

used at a further smaller size, but not smaller than

10 mm in height, as shown.

1.4MINIMUM SIZES

10 MM


Image for representation purpose only

1.5CERTIFICATION MARK

The UPSOCA certification mark will be used on

applications such as packaging etc. Preferably

this should be used in black colour on white

or lighter colour background. However if the

background colour is dark, or is a photograph

with darker areas, it is advisable to use the

certification mark in white colour. This should

not be used smaller than 7 mm.

File in CD: UPSOCA_CMark-Black


COLOUR SPECIFICATION

For four colour offset and digital printing

C 71. M 16. Y 48. K 00.

For screen printing on paper/fabric and spot colour offset

Pantone DS 264-5 U

For website / on screen

R 83. G 170. B 154

1.6COLOUR


Colour plays a very important role in establishing

the visual identity in the conscious of people, and

is chosen very carefully.

The house colour identified for Uttar Pradesh

State Organic Certification Agency is a green

(Pantone DS 264-5 U). This unique green colour

stands for quality and benchmarking of process.

The identity uses a single colour, lending it a

cutting-edge personality of integrity and high

values. It is recommended that the symbol be

Please Note: The colours shown throughout this booklet may vary from the correct colour due to difference in printing process and pigments used. 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.

used on a white or a lighter background to

enhance its visibility and recall value.

However, in situations where the house colour

cannot be used due to limitations of reproduction

processes (photocopy, newspaper advertisement

etc.), it is recommended to use the entire visual

identity in black colour as shown on this page.

An attempt should be made to maintain

maximum contrast with the background colour.

File in CD: UPSOCA_Symbol_Full Colour UPSOCA_Symbol_Full B&W

File in CD: UPSOCA_Symbol_Short Colour UPSOCA_Symbol_Short B&W



This section specifies the basic rules of how to use the symbol while creating different material for the agency, especially issues of colour, proportion and sizes.

This section also gives examples of common mistakes while using the symbol, which should not be done in any situation.

SECTION 2.

how the symbol can be used.


2.1 SAFE ZONE / CLEAR SPACE

To ensure maximum visibility of the basic

identifier in any identity, it is very important that

the symbol and the typography be used in such a

manner that it gets it’s due importance.

To ensure its integrity and visibility, the UPSOCA

visual identity should be kept clear of competing

text, images and other graphic elements. There

must be adequate clear space surrounding the

identity on all four sides – a space equal to double

the height of the letter 'P', as shown below.


2.2USAGE WITH OTHER SYMBOLS

There may be situations where the UPSOCA

identity is placed along with symbols of other

organisations. In such a scenario first attempt

should be made to give more importance to the

UPSOCA identity, however it depends on the

relationship with the other organisation and their

own branding guidelines.

Preferred combinations are shown on this page

as suggestions and are purely indicative. An

attempt should be made to keep the UPSOCA

identity towards the left during horizontal

layouts, and on the top during vertical layouts, as

shown here. Please ensure that the specifications

for the safe zones are followed properly.


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 signature identity

(symbol and identifier - both full & short) should

be consistent and should not be distorted or

changed in relative proportion, colour etc., in any

given situation.

The symbol has been designed with a certain

logic. It is very critical to maintain the same

relative proportions and colour across appli-

cations to ensure a robust and consistent identity.

Please use the files which are provided in the

accompanying CD of details of file formats,

please refer to page 42-43. Please do not attempt

to recreate/redraw the symbol. A few examples

are shown on this page, which should not be done

in any situation or for any kind of purpose.

DO THESE ALWAYS

USE THE SYMBOL IN THE ORIGINAL PROPORTIONS.

USE THE ELECTRONIC FILE PROVIDED. DON'T USE A WEB DOWNLOAD FOR A PRINTED PUBLICATION.

USE THE SPECIFIED COLOUR.

2.3 INCORRECT USAGE : DO NOT DO THESE


DO NOT DO THESE

STRETCH OR CONDENSEDON'T REDRAW THE SYMBOL, IT WILL BE DIFFICULT TO MATCH THE OFFICIAL SPECIFICATIONS.

DON'T

DON'T ROTATE THE SYMBOL

DON'T USE TWO, THREE OR MORE COLOURS.

DON'T MAKE THE SYMBOL HOLLOW OR IN OUTLINE

DON'T USE A BACKGROUND WHERE THE SYMBOL IS NOT CLEARLY VISIBLE.

DON'T USE THE SYMBOL AGAINST ANY KIND OF TEXTURE.

DON'T USE DIFFERENT COLOURS FOR SYMBOL & LOGOTYPE

DON'T ADD DROP SHADOW TO SYMBOL

DON'T USE A BACKGROUND WHERE THE SYMBOL IS NOT CLEARLY VISIBLE.

DON'T USE THE ADD SPECIAL EFFECTS, SUCH AS BEVEL OR EMBOSS TO THE SYMBOL.

DON'T ADD OUTLINE



SECTION 3.

This section provides suggestions on how the symbol for the U. P. State Organic Certification Agency may be used for creating awareness across various media -- both outdoors, and inhouse stationery.

The proposed visual language is a very clean, uncluttered look with lot of white space. This would give importance to the symbol and help enhance the recall value, across all media.

The designs of various items shown in the following pages, are not final in terms of factual content, and are purely suggestive of how the symbol can be used.

usage of the symbol - few examples


The symbol is the recognizable face for UPSOCA. All designs should be such that the symbol gets more importance.

The cover page of publications, reports, guide books and other material should be free of visual clutter.

3.1LETTERHEAD

SIZE 210 mm x 297 mm

PAPER 80 gsm, Certi Handmade, Kalamkhush, KVIC Handmade Paper Making Unit

PRINTING 1 colour screen printing



3.2 VISITING CARD

SIZE 90 mm x 55 mm

PAPER 250 gsm, S 157B, Sun Paper

PRINTING 2 colour screen printing on front 1 colour screen printing on back


3.3ENVELOPE

SIZE 4.5 in x 9.5 in

PAPER 80 gsm, Bond Handmade, Kalamkhush, KVIC Handmade Paper Making Unit

PRINTING 1 colour screen printing


3.4OFFICE NOTING


3.5PUNCH FILE


The official round seal is in two

different languages

3.6ROUND SEAL

File in CD: UPSOCA_RSeal-English UPSOCA_RSeal-Hindi


3.7IDENTITY CARD


3.8BAG


3.9CERTIFICATE

Image and text for representation purpose only

U. P. State Organic . State Organic . State OrCertification Agency

CERTIFICATECATECAof

Accreditation for Inspection and Certification of Organic Product

This certificate of accreditation is issued in accordance withPublic Notice No. 19(RE-2001) 1997-2002 dated 11th June 2001 as amended

vide Public Notice. No. 72(RE-2003)/2002-2007 dated 21st July 2004 issued by the Directorate General of Foreign Trade, Government of India, New Delhi.

ACCREDITATION NUTATION NUTA MBER ACCREDITATREDITATREDIT ION VALID UP TVALID UP TVA O

U. P. State Organic Ce. State Organic Ce. State Or rtification Agency, Govt. Garden Campus, Kariyappa Marg, Alambagh, Lucknow - 226 005, Uttar Pradesh INDIAoffice · +91 522 2451 639 fax · +91 522 2451 256 website · www.upsoca.org

Date Place

2011.01.12 (w.e.f. 2011.01.12) 2011.01.12 (w.e.f. 2011.01.12) New Delhi

NAME OF THE ORGANISATIONSATIONSA

NPOP/NAB/0023

BIOCERT INDIA PVT. LTD.74 Sarthak Residency, Sector D, Shivdham, Khandwa Road,

Indore -452 007, Madhya Pradesh INDIA

30 November 2014

This is to certify that the evaluThis is to certify that the evaluThis is to certify that the e ation committee under the national programme foration committee under the national programme foration committee under the national programme forganic production (NPOP) of the goveorganic production (NPOP) of the goveorganic production (NPOP) of the go rnment of India has conducted evaluation of

certification programmes of the organisation stated below and have found them to be inaccordance with the accreditation criteria laid down under the NPOP. Accordingly,. Accordingly,. Accordingl they, they,national accreditation body hnational accreditation body hnational accreditation body as approved the accreditation as per details given below:

For and on behalf ofThe National Accreditation Body under NPOP

(CHAIRMAN)APEDA


3.10 NEWSPAPERADVERTISEMENT

Text for representation purpose only



3.11 POSTER


3.12PAPER WEIGHT



artwork files of symbol

colour swatches

SECTION 4.

This section enlists details of the digital files in the accompanying CD. These are broadly divided into two categories for use on printed material, and for web/on screen applications.

For ensuring that the correct symbol is used across all media, please use the digital files from this master CD. Do not attempt to re-create/redraw the symbol.

The colour swatches have been specially printed and should be used as a reference for printing jobs to match the colour.


4.1SYMBOL FILE FORMATS IN CD

While creating any promotional material where

the symbol is used, it is important to use the

correct file format for getting the correct results.

The accompanying CD has the master artworks

of the symbol – both the full and short versions.

These files are categorised as per their intended

use: for printing purposes and for online/on-

screen usage.

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; PNG or JPG files (depending on the

application) should be used.

EPS files are a special format for printing that allows symbols to be printed clearly at any size. These are scalable/ enlargeable. Although they may appear jagged or discoloured when viewed on screen, EPS files will print out clearly. A test print is recommended.

Although PNG and JPG files can look fine on your computer monitor, they may print out fuzzy (or pixilated) and often look worse when enlarged. For printing purpose, use scalable vector EPS files (or Adobe Illustrator or Corel Draw Files - AI/CDR) whenever possible.

Black & White Colour can be used for screen printing or for photocopying.

The Colour files can be used for multi-colour offset printing or digital printing and on screen application.

Please refer to the table above to use the correct file format in relevant software/purpose.

Recommended

Acceptable

Unacceptable (Don't Use)

PURPOSE / FILE FORMATS EPS AI CDR PNG JPG

Microsoft Word Docs

Powerpoint Documents

Brochures & Posters

Display Banners

Signage

Books & Reports

Stationery

Vehicle Graphics

Websites & Blogs

Videos & TV


NAMING OF THE FILES IN THE CD:

symbol specificationand colour/b&w

symbol code

UPSOCA_Symbol_Full Colour.ai

prefix file format: eps / ai / cdr / jpeg / gif

UPSOCA_Symbol_Full B&W.aiUPSOCA_Symbol_Full B&W.cdrUPSOCA_Symbol_Full B&W.eps

UPSOCA SYMBOL - BLACK & WHITE

UPSOCA_Symbol_Short B&W.aiUPSOCA_Symbol_Short B&W.cdrUPSOCA_Symbol_Short B&W.eps

UPSOCA CERTIFICATION MARK

UPSOCA_CMark_Colour.aiUPSOCA_CMark_Colour.cdrUPSOCA_CMark_Colour.eps UPSOCA_CMark_Colour.jpg

UPSOCA SYMBOL - COLOUR

UPSOCA_Symbol_Full Colour.aiUPSOCA_Symbol_Full Colour.cdrUPSOCA_Symbol_Full Colour.eps UPSOCA_Symbol_Full Colour.jpgUPSOCA_Symbol_Full Colour.png

UPSOCA_Symbol_Short Colour.aiUPSOCA_Symbol_Short Colour.cdrUPSOCA_Symbol_Short Colour.eps UPSOCA_Symbol_Short Colour.jpgUPSOCA_Symbol_Short Colour.png

UPSOCA_RSeal_Hindi.aiUPSOCA_RSeal_Hindi.cdrUPSOCA_RSeal_Hindi.eps

UPSOCA ROUND SEAL HINDI

UPSOCA_RSeal_English.aiUPSOCA_RSeal_English.cdrUPSOCA_RSeal_English.eps

UPSOCA ROUND SEAL ENGLISH


4.2 COLOURSWATCHES


UPSOCA GREEN PANTONE DS 264-5 U C-71 M-16 Y-48 K-00










U.P. State Organic Certification Agency

FINALARTWORK FILES OF SYMBOL

SYMBOL AND GUIDELINESUttar Pradesh State Organic Certification Agency, Lucknow

DESIGNED BYNational Institute of Design, Ahmedabad

2013, UPSOCA, Lucknow

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

2013

UPSOCA IDENTITY & MANUAL DESIGNED BYINTEGRATED DESIGN SERVICES, NID

PROJECT HEADTarun Deep Girdher, Sr. Faculty, Graphic Design. [email protected]

DESIGN ASSOCIATE Rana Snehal

CLIENT SERVICINGNaresh Nagar. [email protected]