Identity Manual

This manual must be used as guidance

for all forms of communications

related to the brand.

Examples given here are for

illustrative purposes only.

Imp.

What is BPNI?

Our Mission & Vision

Why a Visual Identity System?

The Brand Voice

Here’s Our Identity

Logo

Color Palette

Typography

Photography

Applications : Print

Applications : Screen

Applications : Product

Legal

Copyrights

Contents

What is BPNI?

BPNI is a registered, independent, non-profit, national

organization that works towards protecting, promoting

and supporting breastfeeding and appropriate

complementary feeding of infants & young children.

BPNI believes that breastfeeding is the right of all

mothers and children. BPNI works through advocacy,

social mobilization, information sharing, education,

research, training and monitoring the company

compliance with the IMS Act.

Our Mission & Vision

Mission

To empower all women to exclusively breastfeed their children for the first six

months of age, and continue breastfeeding for at least two years, along with

adequate and appropriate complementary feeding, starting at six months.

Vision

Optimal infant and young child feeding is established as a societal norm in all

communities, in the best interest of the child & to ensure the best possible start

of life to every child as foundation for fulfilment of every child’s right to survival,

growth, development, protection and participation without discrimination.

Why a Visual Identity System?

Research confirms that a clear and consistent identity helps build and

maintain reputation. Regularly used graphic symbols can convey and reinforce

the strengths of an institution.

This is as true for BPNI as it is for other non-profit organisations. A strong

visual identity can enhance BPNI’s ability to recruit voluteers, health workers;

to engage the govt.; and to attract external support.

To take advantage of this potential, the organisation developed a visual

identity system that effectively links our efforts in various sectors with the

name “BPNI”—a strong asset we all proudly share.

Every member of the BPNI family plays an important role in bringing this

cohesive identity to life and in maintaining its integrity by applying it

consistently throughout all communications, including in print, display, and

other electronic formats.

The Brand Voice

The concept of voice refers to how a brand speaks.

The tone it takes when it interacts with an audience.

Typography and typefaces are key visual elements of

developing an appropriate tone. Others being style of

copy, event marketing and placement and many more.

Here’s Our Identity

The following slides contain the complete Identity system

for the Breastfeeding Promotion Network of India. These

guidelines must be adopted to preserve the intergrity of

the identity in any form of communications.

LogoThis is the main identity mark for the Breastfeeding Promotion Network of India i.e. BPNI. The

identity may be used in all official and promotional communications developed for BPNI. The usage

must follow the guidelines specified in the following pages. Main

LogoThis is the main visual mark for BPNI. It may be used in a limited fashion for promotional and

advertorial campaigns. For all official communication, however, the main Identity Mark must be

used. This may include communications towards Govt. entities and international partners. Visual

LogoVertical

This is the vertical option for the BPNI Identity. The identity must include the tagline ‘ Breastfeeding

saves lives’ along with the title.

LogoHorizontal

This is the horizontal option for the BPNI Identity. This identity must be used sparingly, only in case

of space restrictions.

LogoSecondary

In case of space and size restrictions, the above illustrated Identity must be used. The Identity does

not carry the tagline ‘Breastfeeding Saves Lives’ and so reduction is possible to a greater extent.

LogoPrint

This is the vertical option for the BPNI Identity. The visual specifies the clear space requirements

when the identity is used. in communications. The blue space is equal to ‘x’ which is the height of

the letter ‘n’ of the text.

x

x

x

x

LogoPrint

This is the Horizontal option for the BPNI Identity. The visual specifies the clear space requirements

when the identity is used. in communications. The blue space is equal to ‘x’ which is equal to the

height of the letter ‘n’ of the text.

x

x

x

x

LogoElectronic

This is the clear space requirement specification for web and other electronic applications. The

space must be taken in proportion to the measurements given here. The minimum size for electronic

use is 150pixels width.

40px150px

40px

30px

30px250px

LogoElectronic

This is the clear space requirement specification for web and other electronic applications. The

space must be taken in proportion to the measurements given here. The minimum size for electronic

use is 250pixels width.

LogoUnacceptable

The given are examples of unacceptable uses of the BPNI Identity.

a. Do not distort any portion of the logotype/signature.

b. Do not crop any portion of the logotype/signature.

c. Do not tilt the logotype/signature.

d. Do not rotate the logotype/signature.

a

b

c

d

LogoUnacceptable

The given are examples of unacceptable uses of the BPNI Identity.

e. Do not rearrange components in the signature.

f. Do not alter the relative size of the components.

g. Do not alter the typeface of the logotype.

h. Do not add a drop shadow to any part of the identity.

e

f

g

h

Color Palette

Colors are critical to building the brand’s image, just

as logos are important for the same reason. Color is an

important consideration in our brand identity system.

Colors have a significant impact on people’s emotional

state. They also have been shown to impact people’s

ability to concentrate and learn. They have a wide

variety of specific mental associations. In fact, the

effects are physiological, psychological, and sociological.

ColorPrimary Palette

The primary color palette is used in the main identity. The preferred color treatment for the BPNI

identity is shown here. The primary colors must be used in all BPNI communications.

Four ColorProcess

Web/ VideoUsage

C 20 M 85 Y 100 K 0

Tint of Black :K 90

C 0 M 0Y 0 K 100

# B84626R184 G70 B38

# 414042R65 G64 B66

# 000000R0 G0 B0

ColorSecondary Palette

A supplementary set of colors has been selected to complement the primary color palette.

The colors shown in this supplementary palette are recommended for general use,

but the user is not limited to only these colors.

Four ColorProcess

Web/ VideoUsage

C 25 M 90 Y 100 K 60

C 70 M 50Y 100 K 25

# 611801R97 G24 B1

# 17405CR23 G64 B92

# 525F2FR82 G95 B47

C 20 M 50Y 90 K 25

# A26E2DR162 G110 B45

C 100 M 80 Y 50 K 20

ColorFour Color Reproduction

The BPNI identity is available in various combinations of the primary color palette

for applications utilizing different printing methods.

a. Four-color reproduction in white background

b. Reversed Four-color reproduction in black background

a b

ColorTwo Color Reproduction

Displayed on this page are examples of acceptable two-color presentations.

a. Two-color reproduction on white background

b. Two-color reproduction on black background

a b

ColorGreyscale

Displayed on this page are examples of acceptable presentations of the identity.

a. Version black / reversed white

b. Version greyscale on light/dark background

a b

ColorVariations

Displayed on this page are examples of acceptable presentations of the identity.

In case of a light colored background, full color version must be used.

In case of a dark colored background, the reversed white version must be used.

a b

Typography

The choice of the most suitable typeface for a brand will

say a lot about how an organisation is seen.

The typeface shows the personality of the brand, whether

modern or traditional, corporate or underground, and a

professional, good solid typeface used consistently in a

company’s branding material shows credibility.

TypographyPrimary Typeface

Avant Garde is a geometric sans serif type, reminiscent of the work from the

1920s German Bauhaus movement. Designed by Herb Lubalin and Tom Carnase,

it is based on Lubalin’s logo for Avant Garde magazine. The letterforms,

composed of perfect circles, is ideal for headlines and short texts. The title is

written in lowercase to lend modernity and softness to the logo.

TypographyPrimary Typeface

DIN (Deutsches Institut für Normung) was designed in 1936 by the German

Standard Committee as the standard font for the areas of technology, traffic,

administration and business.

DIN Medium Alternate is a sans-serif font with high legibility. The typeface

follows a very simple grid system and with a continuous stroke width.

TypographyPrimary Web Typeface

Arial is a widely used Web font. Arial is the primary typeface for web usage and

must be used where required.

TypographyPrimary Web Typeface

Trebuchet is a popular font for web purposes. It reflects the qualities of the

organisation and hence is ideal for web usage.

Photography

Photography is an integral part of the identity of the

organisation. Photographs are visual cues that convey the

mood and message of the organisation’s communications

in an effective and appealing manner.

The visual language of all communications strives to

emphasis on the intimate relationship between the

child and its mother/father. The visuals must evoke a

sense of safety and caring that is felt for the baby. The

photographs must, in essence, be a moment of tenderness

captured. The photographs must be from a different

angle or perspective, rather than a straight-forward shot.

The visuals provided here are for reference purposes.

Appropriate images according to the needs of the

communication material must be carefully chosen to

create an impact.

PhotographyVisual Language

Print Applications

The primary usage of the Identity is in print applications

such as stationery, communication collaterals as well as

advertising materials. The suggested usage of the Identity

is illustrated in the following slides. For specific usage,

the committee can be contacted for clarifications.

PrintCorporate Stationery

The corporate stationery is the primary print medium through which the

organisation conducts communications. It comprises of the Letterhead, Visiting

Card as well as the Envelope.

PrintVisiting Card

Vertical Orientation

Dimensions : 90x50mm

PrintLetterHead

Dimensions : A4 210x297mm

PrintEnvelope

Dimensions : 220x110mm

PrintWindow Envelope

Dimensions : 220x110mm

PrintCD + Cover

PrintVolunteer Card

Vertical Orientation

Dimensions : 90x50mm

PrintMemo Pad

Dimensions : 70x150mm

Screen Applications

Screen applications include the online presence of BPNI

at www.bpni.org. Also, some possible screen applications

such as Web banners have also been specified. These

applications are indicative of possible uses and help to

adhere to the brand personality of BPNI.

ScreenWeb Banner

This is an example of a possible Web Banner which specifies the orientation and

placement of the Identity mark as well as the curvilinear visual element.

ScreenElectronic App Symbol

This is a possible placement of the Identity mark for Electronic App usage.

Here, the identity is used as the visual form without the Logotype.

ScreenAd space

This is an example of a possible Electronic Ad space which specifies the

orientation and placement of the Identity mark as well as the curvilinear visual

element.

Product Applications

The BPNI Identity may be used in products and

merchandise such as educational materials and training

manuals for Health care workers. Here, the identity

and its components must be used within the specified

guidelines for print as well as electronic formats.

The BPNI Identity has been developed

after extensive market research. The

Identity and its constituent symbols

must be used at all times to represent

BPNI in all matters of communication.

Legal

Copyrights

The identity developed herewith for the Breastfeeding

Promotion Network of India is the copyright of the BPNI

organisation and its board of memebers.

Thank You.