Ilakkiyam

Brand Guidelines



Contents 1.ABOUT THE BRAND 2. LOGO 3.NAME AND TAGLINE 4.LOGO SIZING 5.LOGO ANATOMY 6.CLEAR SPACE 7.LOGO POSITIONING 8.LOGO USAGE - DO'S AND DON'TS 9.COLOUR PALETTE 10. TYPOGRAPHY 11.BRAND ELEMENT 12.BRAND PHOTOGRAPHY 13.BRAND COLLATERALS



Ilakkiyam - Brand Guidelines About the Brand We are a bookstore in the heart of Chennai... In the growing digital world, there is major shift in people choosing to read from e-books rather than paperback books. Ilakkiyam, a hypothetical brand focuses on providing a therapeutically ambient book store from nature, where people could come in spend time reading books, study and work peacefully. Ilakkiyam also focuses on holding book-reading sessions and provide facilities for bibliotherapy. Added on the store also contains a minimal menu café. The store sells books and gives the option to take and return books like how a normal library works. The brand aims to bring the reading community all ages together. We choose the books we shelve with care. We believe that a good bookshelf should hold a world of voices and stories, from across time, place and experience. We believe that the relatively unheard needs more place on shelves and that no single voice should dominate. We enjoy the whimsy of a bookshelf, and hope that you discover something fresh and interesting each time you visit. 7

Ilakkiyam - Brand Guidelines Mission As a therapist, we aim to provide people the utmost knowledge and healing through a very peaceful and calming environment. A place for readers who concern themselves with humanity and her development. A place where the books are the stars. A place where the reader and book meet and a journey begins. Vision The vision of our store is to create a healing and peaceful place for young people, and to re-trend physical-reading of books among young people. By, the end of the world, a person should be able to self-love and should have gotten most the knowledge he/she could get. Values Commitment Communication Mental-wellbeing Knowledge Peacefulness 8

Ilakkiyam - Brand Guidelines Products & Services Fictional and Non-fictional books of all genres - For sale & Take-Return Children's space - Read and Play Certified Bibliotherapist Hosting events and workshops related to literature, writing, and art and craft. Support independent and creative work by publishers, artists and individuals. We take pop-up bookstores to cultural events in the city. Regular book-reading sessions Minimal menu café Peaceful seating spaces to read, study and work. 9

Mood Board Ilakkiyam - Brand Guidelines Peace Healing Bibliophile The mood board consists of images of how the store interiors would look like and the feel of a bibliophile. 10

Ilakkiyam - Brand Guidelines Logo Book Tamil language - 'e' e Flipped The derivation of the logo design is from two different languages - Tamil to reach out to the personal audience and English for the universal audience. The logo is designed in such a way that people globally can perceive the English alphabet 'e' first. On the other way around it does attract the local people where the store is located who could connect to the logo easily through the regional language used, i.e., Tamil. The logo design incorporates the Tamil letter in a 'flipped' way so that 'e' is made to be primarily visible. The book at the base directly representing all about the brand - i.e., A Bookstore. Logo - Pleasant, Elegant, Minimal, Understandable, Enlightening Elements - Letter 'e' both in English and Tamil, A side view of a book, Crushed paper texture in a lowered opacity (30%) 11

Name & 15 mm Ilakkiyam - Brand Guidelines Tagline 60 mm The name of the brand 'Ilakkiyam' is a Tamil word meaning 'Literature' in English. The brand is named after the founder 'Elakkieya' which means the same. Being a bookstore, the name very well goes with the brand ideologies thereby making it easily understandable to the regional people and easily pronounceable globally. Here, Letters 'I' and 'E' are interchanged for the purpose of proper pronunciation and writing. Make sure to use letter 'I' while writing the brand name and make sure you don't get confused with the Logo. IE 'Your Book Therapist' is the tagline. The line is made as a metaphor pointing the brand name 'Ilakkiyam' as a person who is a therapist . Therefore 'Ilakkiyam' is a therapist who gives you peacefulness and healing by providing books. The wordmark should be used where brand recognition is mediocre. The minimum recommended size is mentioned above - 60 mm by 15 mm. The tagline and logo is used only on a case basis. Where there is enough space and chances of brand promotion is limited, the logo with tagline may be used. 12

Ilakkiyam - Brand Guidelines Logo Sizing Recommended size of the logo is 185 mm by 185 mm. The size might be a little smaller or bigger depending on the spacing around the logo. This size is usually for prints and merchandize. The minimum sizing of the logo should be not less than 62 mm by 62mm so that it still remains the precision and the clarity of the logo itself. This size can be used on page, and small prints. The logo has been designed proportionally in 1;1 ratio for a proper look and clarity. 185 mm 185 mm Maximum size - 185 mm by 185 mm Minimum size - 62 mm by 62 mm 13

Ilakkiyam - Brand Guidelines Logo Anatomy The logo is composed of the symbol and the wordmark. The symbol and the wordmark can be used independently or together. The logo may be used in areas where brand visibility and recognition is low. The minimum recommended size is given below. 102. 5 mm Symbol 94 mm Wordmark 121 mm Logo 23 mm 98.5 mm 14

Ilakkiyam - Brand Guidelines Clear Space Clear Space is the amount of empty area that surrounds the logo. There will be no graphic elements or texts should surround in the exclusion zone. The clear space must be the same height and width. The will make sure the logo isn't cluttered and the impact of the brand identity is recognized. 15

Ilakkiyam - Brand Guidelines Logo Positioning 16

Logo Usage Ilakkiyam - Brand Guidelines Do not distort the logo. Do not contain the logo in any type of polygons other than a circle Do not use busy backgrounds or gradients behind the logo 17

Ilakkiyam - Brand Guidelines Do not flip or rotate the logo Do not add shadows to the logo Do not change the colour palette 18

Ilakkiyam - Brand Guidelines Colour Palette Brass Old Moss Green Antique Bronze Ghost White HEX: #a2aa3a HEX: #7d862c HEX: #61661a HEX: #F9F9F9 RGB: 162, 170, 58 RGB: 125, 134, 44 RGB: 97, 102, 26 RGB: 249, 249, 249 CMYK: 5, 0, 66, 33 CMYK: 4, 0, 35, 47 CMYK: 2, 0, 30, 60 CMYK: 0, 0, 0, 2 Since, the brand is based upon a nature ambient bookstore. The colour scheme should also compliment the same. The use of this shade of green compliments the store ambience and it is recommended not to change the primary colour of the brand. The colour also compliments the ideologies of the brand - growth and peace, healing and calmness. Same tones of a shade has been used here to keep the brand and it's identity consistent. 19

Ilakkiyam - Brand Guidelines Primary Typography Serif, Traditional, Simple, Elegant - Legible, stable clean and universal Designed by - - ALEJANDRO INLER 20

Ilakkiyam - Brand Guidelines Secondary Typography San Serif complimenting the primary font, Simple, clean and legible to read. 21

Ilakkiyam - Brand Guidelines Brand Element The Brand element and the colour palette is put together to define the brand - Naturistic vibe of the store with a shade of green and books with minimal flower detailing on the spine which are kept on a traditional architecture shelf. The element can be flipped horizontally and not vertically. The element should be used only on the base line. Do not rotate or distort the element in any way. 22

Ilakkiyam - Brand Guidelines PHOTOGRAPHS 23

Ilakkiyam - Brand Guidelines BRAND COLLATERALS

BUSINESS CARD DIMENSION 2.5 inches by 2.5 inches USE OF SQUARE CORNER CARD Square corner business cards makes the brand easier to stand out and give a softer appearance. The size gives a sleek, timeless look. This size also complements the brand as it reflects a bookish feel. The card stays unique and pocket-friendly. 25

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ENVELOPE DIMENSION - 8.7 inches BY 4.3 inches 27

LETTER HEAD DIMENSION 8.3 inches by 11.7 inches 28

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GIFT CARD DIMENSION 3.37 inches by 2.125 inches 30

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BOOK MARK DIMENSION 2 inches by 7 inches 32

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DIRECTIONAL SIGNAGE 34

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ACTUAL PROPORTIONS OF SIGNAGES WITH A WALL HEIGHT OF 9 FEET AND THE PERSON 6 FEET AND THE DOOR WITH A HEIGHT OF 7 FEET. 36

IDENTIFICATION SIGNAGE 37

REGULATORY SIGNAGE DIMENSION 4 inches by 6 inches 38

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PACKAGING The packaging is standardized and not customized. The bag with a handle is made of a thick 240 gsm paper bag of 10 by 15 inch dimension Therefore, books of any thickness and upto A4 sizes can be fitted into this bag. The number of books it can with hold is maximum 10 depending on the weight and thickness of each book. PACKAGING DIELINE DIMENSION OF FRONT FACE COVER - 10 inches by 15 inches OVERALL DIMENSION - 30 BY 34.5 INCHES PRINT A0 42



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