PUNJAB. Branding Guidelines. Skills Development Fund. June 01, 2016 PUNJAB SKILLS DEVELOPMENT FUND

Transcription

1 PUNJAB Skills Development Fund Branding Guidelines June 01, 2016 PUNJAB SKILLS DEVELOPMENT FUND

2 Contents 01 Who we are? 02 Why we need branding guidelines? 03 What our logo signifies? 04 Brand Platform 05 Who can use the PSDF logo? 06 Where to use the PSDF logo 07 Where not to use the PSDF logo 08 Masterbrand Logo Exclusion Zone 09 Masterbrand Logo Colours 10 Masterbrand Logo Fonts 11 Masterbrand Logo Don ts 14 Masterbrand Logo Do s 19 Designing Certificates Training Completion Certificates 23 Grid for Print Ads & Posters 24 Designing Posters 27 Designing Standees/Streamers 31 Designing Banners 34 Designing Backdrops 36 Designing Invitation Cards 38 Designing Bags 39 Designing Uniforms 40 Designing Advertisements 42 Where I can find all the logos? 43 Acronyms Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND

3 Who we are? Punjab Skill Development Fund (PSDF) is a not-for-profit company set up under the Companies Ordinance 1984 by the Government of the Punjab in collaboration with Department for International Development UK. PSDF aims to provide skills and vocational training opportunities to the poor and vulnerable populations of all districts of Punjab for improving their ability to find work or progress in their current employment or develop an enterprise. It also aims to up-skill those in low-skills-low-returns jobs and enhance their earning potential. The Fund provides resources to help private sector enterprises and partnerships to develop and offer vocational training courses. It focuses on establishing a market which responds to the needs of the individuals and the labour market. PSDF funding and incentive structure ensures responsiveness from private, public and not-for-profit training providers. It is important, however, to realize that PSDF is a funding body and not a planning or implementing agency. It aims to encourage efficient use of existing capital investments and assets to achieve the stated vision through partnerships and innovative delivery methods. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 01

4 Why we need a Branding Guideline? Brand guidelines are developed to protect the integrity and value that a brand represents. Through a series of measured and controlled processes, correct handling of the brand will ensure growth in brand equity and increase brand recognition. It is important that stakeholders who are engaged in representing the brand take time to accustom themselves with these guidelines. The guidelines have been prepared to enhance the brand image of PSDF. It will help us in ensuring right & consistent representation of PSDF across all communication platforms. Nonetheless, the corporate visual identity will play a vital role in communicating brand values & recognition of PSDF. By following these guidelines, we will be able to achieve: A consistent graphical identity PSDF s long-term communication objectives Increase in brand reinforcement It is important that every stakeholder should safeguard the integrity of PSDF visual identity. These guidelines should be followed while having any form of internal or external communication. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 02

5 What our Logo Signifies? At the heart of our brand is the PSDF logo that signifies vocational trainings. The cog wheel in the logo symbolizes skills development for industrial growth. The leaf in the logo represents the agriculture & livestock sector. Both these sectors along with services represent the income- generating activities essential for growth and poverty reduction. Male and female are center of PSDF s activities. On the whole, PSDF logo signifies economic, social and financial stability for men and women and provision of livelihood to those who are underserved and cannot avail good opportunities to progress in their lives. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 03

6 Brand Platform Our Slogan Our Vision Improve income generation opportunities for the poor and vulnerable populations of Punjab by enabling skills development through promotion of a competitive skills training market Our Values 1. Ensuring Transparency 2. Cultivating Innovation 3. Promoting Efficieny 4. Improving Quality Our Personality Pioneering & Confident Trusted & Intelligent Evolving & Learning Accountable & Responsible Our Positioning PSDF initiated its operations from four of the poorest districts of the Punjab - Bhawalpur, Bhawalnagar, Lodhran and Muzafargarh. Till now, the Fund has positioned itself as a transparent and progressive organization providing its services in all districts of the Punjab. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 04

7 Who can use the PSDF Logo The PSDF logo will be used by PSDF staff, selected training service providers under different interventions/schemes, advertising agencies, media houses, public relations agencies, newspapers, electronic media, certifying agencies and partner organizations. The use of PSDF logo will help users to acknowledge that a particular program was funded by PSDF. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 05

8 Where to use the PSDF Logo The PSDF logo may be used at the following places by different stakeholders. On Visuals during Admission Announcements Press Releases Training Certificates Trainees Bags Trainees Uniforms Trainee Booklets Banners announcing PSDF training Posters Hoardings at training sites Manuals & text books developed for PSDF programs Websites of training service providers where details of PSDF schemes are given Digital Media Facebook, Twitter, Google Maps, Linkedin, Youtube, Vimeo, etc Leaflets Invitation cards Standees Brochures Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 06

9 Where not to use the PSDF Logo Training Service Providers shall not use PSDF logo on items representing their organization in its own capacity. For example: Visiting Cards Letterheads Employment related advertisements Tender ads Newsletter other than where a PSDF-funded Scheme is reported Organization s main webpage except in conjunction with news item on PSDF-funded training Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 07

10 Masterbrand Logo Exclusion Zone The width of P from PSDF text equals exculsion zone depth Exculsion Zone Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 08

11 Masterbrand Logo Colours There are three different colors used in the master logo C 100 M 0 Y 100 K 50 C 100 M 100 Y 0 K 50 C 40 M10 Y 100 K0 Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 09

12 Masterbrand Fonts There are two different fonts to be used in all the communication For Large Captions For Captions & Sub Captions For Body Copy For Body Copy Exo Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz SemiBold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 10

13 Masterbrand Logo- Don ts Changes or alterations are not permitted to the PSDF logo Do not use the Masterbrand logo in other colours than the original. Maintain the dignity of the logo at all times. Do not alter, stretch, or condense the logo or re-align any of the logo components. Do not add other design elements to the logo (e.g. outlines, strokes, or drop shadow) Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 11

14 Masterbrand Logo- Don ts Do not place your logo in a box or a confined space. Do not use a logo smaller than 18 mm. Do not use the logo on a cluttered or too bright background Do not rotate the logo Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 12

15 Masterbrand Logo- Don ts Do not make design changes to an approved logo Do not change the proportions of the logo Do not use the logo as part of a sentence, phrase, or headline Note: Don t use a low resolution logo for printing especially for offset. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 13

16 Masterbrand Logo- Do s The following must be ensured to enhance the effectiveness of logo. Do leave breathing space around the logo. Here is PSDF s newsletter cover as an example. In spite of the brightly colored design; the logo has been given sufficient space. This allows the logo to register itself and makes the logo more prominent and memorable in the reader s mind. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 14

17 Masterbrand Logo- Do s Do ensure the best possible position of the logo. The logo works most effectively if it is left aligned; we also want it to be in a prominent position so top left is the preferred position. In exceptional circumstances it can be positioned elsewhere. The Masterbrand logos (right) are numbered 1 to 4 in order of preference. The logo should never be placed in the center. Choosing the right place for your logo is important Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 15

18 Masterbrand Logo- Do s Do ensure that the logos dimensions should correlate. When using more than one logo it is highly important to ensure their dimensions complement each other. Using logos of different dimensions tend to break the consistency of design that may not look pleasant to the eyes. The best way to do is to use logos that add to the consistency of design without overpowering the Masterbrand logo. When being used alongside the third party logos it is important that the Masterbrand logo must always lead, i.e. in no circumstance should the PSDF logo be placed in the center or at the end! Option 1 Option 2 Maintaining the integrity of all logos is tricky yet possible Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 16

19 Masterbrand Logo- Do s Do highlight the significance of third party logos without overpowering yours The design elements are incomplete without accurate placement of all elements. In situations where third party logos are used the placement becomes critical. Adding to the difficulty could be the difference in the dimensions of these logos. The difference in dimension can be completely overlooked by placing these logos accurately. The Punjab Government and UK Aid logos can either be positioned bottom left corner, in which case it should be left aligned with the Masterbrand logo; or it can be positioned in the bottom right hand corner (as shown in the example on the left). It should never be positioned alongside the Masterbrand logo. For certain corporate purposes (e.g. Invitations & certificates), the logos can be placed alongside but the Masterbrand logo must always lead Option 1 Option 2 Option 3 Masterbrand logo in relationship with third party logos Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 17

20 Masterbrand Logo- Do s Do ensure the visibility of logo in single color printing In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 75% tint of black) or a one- color black or white logo. However always use contrasting colours. For Example an alternate of option one could be black background with white logo. While in the case of Option 2 we could use white logo instead of black. Do not place a logo on a colour background without sufficient contrast. Option 1 Option 2 Masterbrand logo When color printing is not possible? Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 18

21 Designing Certificates Training Completion Certificates The following guidelines must be used while designing a Certificate for award ceremonies. The ideal dimensions for the certificate are; or The ideal paper type is art card with matt or glossy finish of grams Below is a sample certificate that can be used for certificate distribution ceremony. You are suggested to use the same text as used in the sample. Kindly update the text in square brackets such as the scheme name, training course and content will be updated accordingly. Please note that the below sample has not be drawn to scale; it only provides text and details that must be incorporated in the certificate. The original certificate must meet the specified dimensions. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 19

22 Training Service Provider Logo of TSP Certificate of Completion This is to acknowledge that Mr. / Ms. / Mrs. CNIC No. - - _ has successfully completed a vocational training course in Industrial Stitching Machine Operator Conducted from To The training was funded by Punjab Skills Development Fund (PSDF) under its scheme Skills for Job (Head of Organization s Name & Sign) PSDF is being funded by: Consortium Partners: (In case of consortium partners, their logos will be pasted here) Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 20

23 Course Contents: Course Contents: (You can add details about course content in this box e.g. a list of its modules or core competencies that have been acquired and who certified the course.) Industrial Stitching Machine Operator 06 months Course A. Single needle lock stitch sewing machine 226 hrs B. Over lock Machine 192 hrs C. Flat lock Machine 158 hrs D. Buttonhole Machine 18 hrs E. Button Stitch Machine 18 hrs F. Pressing Garments 18 hrs G. Bar Track Machine 18 hrs H. Finishing Garments 34 hrs I. Clockwise Inspector of Garments 34 hrs J. Flow making for Garments 102 hrs Total hrs 818 hrs Certifying Authority: Punjab Board of Technical Education (PBTE) Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 21

24 A good certificate design always maintains a balance between all the important elements. The printing quality is also very important. Most organizations incorporate too many design elements and text along with following major errors; Logos of PSDF, DFID, GOP are not incorporated in the certificate Different font styles are used It is strongly recommended to share the certificate designs with the PSDF communication team prior to printing so that necessary design changes can be incorporated. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 22

25 Grid for Print Ads & Posters Suggested Area for Caption Visual Area Suggested Area for Sub Caption Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 23

26 Designing Posters The following guidelines must be used while designing a Poster. The ideal dimensions for a poster are; (Tabloid) or The ideal paper type is grams matt or glossy paper For poster sizes or bigger the paper quality must be between gms. The following poster was used by PSDF as a part of its marketing and promotional activities. The objective of the poster was to disseminate maximum information about the training course provided by PSDF. They are presented here as a sample to highlight the important components of a poster. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 24

27 Designing Posters The following guidelines must be used while designing a Poster. The ideal dimensions for a poster are; (Tabloid) or The ideal paper type is grams matt or glossy paper For poster sizes or bigger the paper quality must be between gms. The following poster was used by PSDF as a part of its marketing and promotional activities. The objective of the poster was to disseminate maximum information about the training course provided by PSDF. They are presented here as a sample to highlight the important components of a poster. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 25

28 Must haves for Posters The title should be short and fit across top of poster on one or two lines. Make use of pictures and graphics. The graphs should be simple and must have captions Posters are of two types a) Pictorial: The text in these posters should be 10% to 15% of the poster size. b) Informative: These posters make use of less pictorial/graphical space and provide ample information. There must be white space to give the breathing space. Light pastel backgrounds must be used since the PSDF logo has bright colours. Make use of readable and visible font style and size. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 26

29 Designing Standees/Streamers The following guidelines must be used while designing a standee or a streamer. The ideal dimensions for a standees/flex are; feet feet feet The material used should be flex china or star flex Streamers/ standees are an important marketing tool. They can be designed for creating awareness before the induction in a PSDF funded course or used to enhance the visual presence during an event such as Certificate Distribution Ceremony. They serve three primary functions. Create visual presence of the organization Attract target market towards an event Guide target market about an event The following streamers/standees must be used as a reference. Also see Annexure 1 for the streamers/ standees designed by PSDF for its marketing and promotion. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 27

30 Streamer Logo of TRAINING SERVICE Logo of TRAINING SERVICE TSP PROVIDER TSP PROVIDER Welcomes the chief guest Add Picture (NAME OF THE GUEST & DESIGNATION) To a certificate distribution ceremony amongst successful vocational trainees of a PSDF-funded scheme Admissions are open in courses funded by Punjab Skills Development Fund (PSDF) SKILLS FOR JOB 1. WELDING (03months) 2. PLUMBING (06months) 3. LTV (03months) For details, please contact: (Complete address and phone no. Training is being funded by: Training is being funded by: Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 28

31 Roll-up Standee Training Service Provider TSP Logo Welcomes the chief guest (NAME OF THE GUEST & DESIGNATION) to a certificate distribution ceremony of Amongst successful trainees of a PSDF-funded scheme SKILLS FOR JOB ADD PICTURES OR GRAPHICS HERE Training is being funded by: Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 29

32 Must haves for Standees/ Streamers Standees/ Streamers must make use of pictures and graphics to depict ideas clearly. Make use of readable and visible font style and size A clear objective statement must be used High resolution pictures must be used The tag line must be highlighted in overall design The position of the logo must be in consistence with the design preferably in the top or bottom. The organization name must be clearly mentioned. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 30

33 Designing Banners The following guidelines must be used while designing banner. The ideal dimensions for a banner are; feet feet feet feet The material used should be flex china or star flex The banner should contain one clear thought. The tag line must be highlighted. Pictures should only be included if the banner size is large enough. The logo and organization name must be highlighted on the top left corner Necessary contact details should be given only if we want the audience to contact us. The following banner sample must be used as a reference for text, designing and placement. The objective of banner is to disseminate maximum information about the event and attract maximum audience. Also see Annexure 2 for the banners designed by PSDF for its marketing and promotion as a design reference. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 31

34 Banners Training Service Provider TSP Logo Welcomes you to a certificate distribution ceremony amongst successful vocational trainees trained under a PSDF-funded scheme SKILLS FOR JOB PSDF is being funded by: Training Service Provider TSP Logo Admissions are open in vocational courses PLUMBING, WELDING, 3D MAX, LTV These courses are being offered under the PSDF-funded scheme SKILLS FOR JOB For details contact: (Complete address and phone no PSDF is being funded by: 042-XXXXXXXX Mob: 03XX-XXXXXXX) VISIT: (Website details) Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 32

35 Must haves for Banners Banner must make use of pictures and graphics to depict ideas clearly where possible. Make use of readable and visible font style and size A clear objective statement must be used High resolution pictures must be used The tag line must be highlighted in overall design The organization (i.e. TSP) name must be clearly mentioned. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 33

36 Designing Backdrops The following guidelines must be used while designing backdrops The ideal dimensions for backdrop are; feet feet feet The material used should be china flex or star flex The text of the backdrop will entirely depend upon the nature of the event it is being used for. The Promotional backdrop used in exhibitions must include: - Tag line - Organization Logo and name - Logos of other associates and partners - Picture, graphics and narratives - Contact details It is strongly recommended that before deciding the size of the background you must know the stage size. The most common backdrop size is o feet. Backdrops are designed for the certificate distribution ceremony to enhance the visuals for photographs. The following backdrop template is drawn according the aspect ratio 2:1 (15 10 feet). The following backdrop template is designed according to certificate Distribution Ceremony. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 34

37 Backdrop Training Service Provider TSP Logo Welcomes the chief guest (NAME OF THE GUEST & DESIGNATION) to a certificate distribution ceremony amongst successful vocational trainees trained under PSDF-funded scheme SKILLS FOR JOB PSDF is being funded by: Consortium Partners: Logos of Consortium Partners (if any) will be pasted here It is strongly recommended to keep the background graphics and illustrations simple to allow break for eyes and ensure readability of text. Do not use more than one picture in the background. Also the font style, size and colour must be readable and should not blend in the background. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 35

38 Designing Invitation Cards FRONT Training Service Provider TSP Logo Welcomes the chief guest Certificate Distribution Ceremony amongst successful vocational trainees trained under a PSDF-funded scheme SKILLS FOR JOB On Monday, July 15, 2013, at 09:00 AM Venue: Hall Name, Hotel Name, City RSVP Contact Name Designation Mob PSDF is being funded by: Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 36

39 Designing Invitation Cards BACK Program Details 09:00 09:30 AM Recitation of Holy Quran 09:30 10:00 AM Welcome Speech by Head of Organization 10:00 10:15 Introduction of PSDF by PSDF representative 10:15 10:35 Remarks by the chief guest 10:35 10:50 Impressions of training by trainees 10:50 11:00 Documentary on PSDF (optional) 11:00 11:30 Certificate Distribution 1:30 11:45 Refreshments The complete program details must be given at the back along with the timeline. It is not required to place any logos at the back of the invitation card. The design elements can be placed otherwise it can be kept plain white. It is strongly recommended to share the invitation card design with the PSDF Communication team prior to printing so that necessary design changes can be suggested. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 37

40 Designing Bags Designing Accessories According to the Designing Specifications The bags are given to each PSDF Trainee hence they become an important part of PSDF s visual presence. The bags ideally should be of the designs presented in the pictures on left. The ideal place for the logo is at the front. Another possible placement could be the logo on left top with organization s complete name at the bottom. The TSP can also place their name on the bag in order to increase its visual presence and attract trainees in future. The background colours must be complementary to the logo as mentioned previously. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 38

41 Designing Uniforms Uniform Designing is critical Uniforms are an important element of the training. They motivate the trainees by providing a sense of belongingness. The uniform design like all other elements must maintain the integrity and uniformity of the design especially in relation to the logo. On the left is an example of PSDF Uniform. However the followings must be kept in mind; The uniform colors must be selected keeping in mind the visibility of logo. Ideally lighter backgrounds are preferred with shades complementary to the logo. PSDF logo should be placed on the left side on the chest. The training service provider s name can also be placed on the right sleeve. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 39

42 Designing Advertisements Advertisements are a very important tool for 3Col attracting the masses, therefore must be designed TSP Logo very carefully. You may use the following applicable sizes while designing your advertisements. The 10 cm placement of logos is a very critical factor in these advertisements to reflect yours and ours identity. AGENCY 3Col Logo It is important to remember that the PSDF logo must be placed at the top left corner of the advertisement, TSP Logo The TSP must place its logo at the top right corner, 13 cm while the agency logo must be placed at the bottom in the right corner. AGENCY Logo 3Col 4Col TSP Logo TSP Logo 14 cm 14 cm 8Col TSP Logo AGENCY Logo AGENCY Logo 3Col 4Col TSP Logo TSP Logo 54 cm 16 cm 16 cm AGENCY Logo AGENCY Logo AGENCY Logo Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 40

43 4Col 8Col TSP Logo TSP Logo 13 cm 15 cm AGENCY Logo AGENCY Logo 6Col 4Col TSP Logo TSP Logo 18 cm 12 cm AGENCY Logo AGENCY Logo 8Col 3Col TSP Logo TSP Logo 20 cm 9 cm AGENCY Logo AGENCY Logo 4Col 3Col 4Col TSP Logo TSP Logo TSP Logo 20 cm 27 cm 36 cm AGENCY Logo AGENCY Logo AGENCY Logo Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 41

44 Where I can find All the Logos? In order to prepare any promotional material the training service providers will always need the logos of its donor agencies (i.e. PSDF, DFID & Govt. of Punjab). We highly recommend that these logos must be placed on all promotional material. To ensure that the TSPs have these logos available at all times, PSDF has uploaded them on its website under the Downloads section. To download, kindly follow the link; It s important that the TSPs remain updated with any changes in the logo of respective organizations. DFID has recently changed its logo, please use the current logo. Kindly make sure you use this logo on your promotional material. Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 42

45 Acronyms DFID Department for International Development GoP Government of Punjab PSDF Punjab Skills Development Fund TSPs Training Service Providers Branding Guidelines PUNJAB SKILLS DEVELOPMENT FUND 43