Ikan

📋 1 Guidelines

🔗 Connections

Sector

Staffing recruitment Logistics supply chain

Region

India

Guideline Year

2023

Language

English

Tags

Featured Human ressources

Official Websites

Brand Guidelines

2023

Categories

Brand Voice
  • The tone of voice is the style a brand uses to communicate with their audience.
  • It sets the standard for the brand’s approach to its communication and considers the brand personality and emotions.
  • At IKAN, we value our role in the lives of our customers, and speak to them with respect, infusing a sense strength and reliability in our communications.
  • We are serious without being intimidating.
  • We speak formally but not coldly.
  • We speak respectfully without being overeager.
  • We are enthusiastic but not chaotic.
Color Palette
  • Our colour palette is purposefully chosen to capture the unique essence of our brand. Our primary blue represents care and reliability while our primary midnight green adds a bold new twist. These colours encapsulate some of our most important values.
  • Together, these colors create an energetic and harmonious visual identity that stands out in yet resonates with the mobility and logistics industry.
  • Use the primary palette for primary brand communication. For eg., hoardings, banners, signage, packaging, etc.
  • Sky Blue RGB: 172 216 213 CMYK: 32 3 17 0 HEX CODE: #ACD8D5
  • Midnight Green RGB: 19 69 80 CMYK: 91 60 52 38 HEX CODE: #134550
  • Primary Accent RGB: 241 89 63 I CMYK: 0 80 80 0 I HEX CODE: #F1593F
  • Use the secondary palette in companionship to the primary palette to bring it to life and boost brand recognition!
  • Tint: 20% Tint: 20% Tint: 15% Tint: 15% Tint: 20% Tint: 20%
  • Tint: 60% Tint: 60% Tint: 50% Tint: 50% Tint: 60% Tint: 50%
  • RGB: 255 196 11 CMYK: 0 24 98 0 HEX CODE: #FFC40B
  • RGB: 224 43 61 CMYK: 6 97 79 0 HEX CODE: #E02B3D
  • RGB: 145 12 72 CMYK: 33 100 53 22 HEX CODE: #910C48
  • RGB: 21 170 152 CMYK: 78 8 49 0 HEX CODE: #15AA98
  • RGB: 188 201 6 CMYK: 32 7 100 0 HEX CODE: #BCC906
  • RGB: 160 150 72 CMYK: 85 16 100 3 HEX CODE: #109648
  • #BF9308 #A8202E #6D0936 #108072 #8D9705 #0C7136
  • Use the neutral colour palette for text and background usage. Never use black or white. For eg., conference room interiors, office utensils, social media, etc.
  • RGB: 252 251 245 CMYK: 1 0 3 0 HEX CODE: #FCFBF5
  • RGB: 128 157 172 CMYK: 53 30 26 0 HEX CODE: #809DAC Tint: 80% Tint: 65% Tint: 45% Tint: 25% Tint: 10%
  • RGB: 16 20 28 CMYK: 80 71 60 77 HEX CODE: #10141C Tint: 75% Tint: 60% Tint: 45% Tint: 30% Tint: 10% Tint: 5%
  • Use the colours according to the visual proportions as shown below.
Typography
  • Our brand fonts are carefully curated keeping in mind our brand personality, audience and versatile applications.
  • Download Space Grotesk.
  • Our primary display typeface is Space Grotesk.
  • Space Grotesk is a proportional sans-serif typeface variant based on Colophon Foundry’s fixed-width Space Mono family (2016). Due to its proportionality, Space Grotesk is extremely legible and versatile, adapting to several different use cases.
  • Space Grotesk has its own unique personality, heroing soft yet geometric edges and proportional letters. The balanced letterforms ensure optimisation of improved readability across both print and digital platforms. By being a perfect blend of modernity and traditionality, it becomes the embodiment of our values and goals, enhancing our visual identity for effective communication and recognition.
  • Use Case: Headers, Subheadings, Call-outs.
  • Space Grotesk Regular Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
  • Space Grotesk Bold Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
  • Download Calluna.
  • Our primary highlight typeface is Calluna.
  • Calluna is an elegant serif typeface that pairs beautifully with our primary typeface, Space Grotesk. It is chunky and assertive, with exaggerated serifs. Calluna combines the charm of classic design with the clean-cut appeal of modernism.
  • The highlight typeface gives our brand the right amount of oomph required to stand out from our competitors and increase brand recognition amongst our audience. Following in our primary typeface’s footsteps, Calluna is also a sophisticated blend of the traditional and modern, making it the perfect companion.
  • Use Case: Header/subheader Highlight Text, Captions.
  • Calluna Italic Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
  • Calluna Italic Bold Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
  • Download Lexend Deca.
  • Our secondary typeface is Lexend Deca.
  • Lexend Deca serves as the companion body copy typeface for our brand. It was initially designed to serve people with reading disabilities but later expanded to a larger audience, due to its high level of legibility and inclusivity.
  • It makes larger chunks of text easier to digest, whether in print or a digital format. Its inclusive design makes sure that information is being translated effectively and without a sense of superiority.
  • Use Case: Body Copy, Large Pieces of Text.
  • Lexend Deca Light Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
  • Lexend Deca Medium Character Set ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890
Logo Usage
  • Our primary logo is a word mark. The wordmark is a type of logo commonly created through custom typography, including a stylised element.
  • Our logo has been thoughtfully crafted to embody the brand’s essence, care alongside efficiency. The typography is custom-created, heroing round edges and smooth curves, communicating the message of a caring approach without skimping on being efficient.
  • The ‘window’ in the letter K serves as a space for new beginnings, collaborations and relationships.
  • This is the logomark. It is an adapted version for small­space use case, consisting of our signature custom­designed letter ‘k’.
  • Use the logomark for the app icon, favicon, etc.
  • This is our primary wordmark.
  • This is the standard logo format with the description marker.
  • This is the standard logo format with the description marker and tagline.
  • This is the vertical logo format with the description marker.
  • This is the vertical logo format with the description marker and tagline.
  • This is the logomark with padding.
  • These are our logo variations in grayscale.
  • While using the logo in communication or any media, it is to be placed with clear space around it to make it legible and breathable. For the wordmark, the ideal clearspace to provide is to use 1/2 the size of the IKAN “k” in the wordmark around it.
  • This diagram shows the formula for creating the minimum margin of space around our logo.
  • x = width of IKAN ‘k’ Exclusion zone = x/2
  • While using the logo in communication or any media, x/4 it is to be placed with clear space around it to make it legible and breathable. For the logomark, the ideal clearspace to provide is to use 1/4 the size of the IKAN “k” in the wordmark around it.
  • x = width of IKAN ‘k’ Exclusion zone = x/4
  • While using the logo in communication or any media, it is to be placed with clear space around it to make it legible and breathable. For this variation, the ideal clearspace to provide is to use 1/2 the size of the IKAN “k” in the wordmark around it.
  • x = width of IKAN ‘k’
  • Exclusion zone = x/2
  • While using the logo in communication or any media, it is to be placed with clear space around it to make it legible and breathable. For the logomark, the ideal clearspace to provide is to use 1/2 the size of the “k” in the word mark around it.
  • A use case for the minimum size of our logo is generally the favicon. To ensure that our logo is legible in smaller sizes, it should be used at a minimum of 32px height.
  • Please don’t scale our logo below this size.
  • O Do not stretch/compress/distort our logo.
  • Do not use different colourways for our logo.
  • Do not apply any effects on our logo.
  • 0 Do not use a stroke version of our logo.
  • O Do not dissarange our logo lockup.
  • 0 Do not use multiple/unapproved colours for our logo.
  • 0 Do not use the logo on unapproved backgrounds.
Tone And Messaging
  • The tone of voice is the style a brand uses to communicate with their audience.
  • It sets the standard for the brand’s approach to its communication and considers the brand personality and emotions.
  • At IKAN, we value our role in the lives of our customers, and speak to them with respect, infusing a sense strength and reliability in our communications.
  • We are serious without being intimidating.
  • We speak formally but not coldly.
  • We speak respectfully without being overeager.
  • We are enthusiastic but not chaotic.
  • These are samples of evocative words that match the brand personality and emotional tone. We are not limited to these terms only. It is to inspire the overall tone of voice.
Brand Values
  • These are our brand’s core beliefs and values. We will be using these as the foundation to build the personality of your brand and to expand upon its audience-facing messaging and tonality.
  • While this may not be an exhaustive list, it’s definitely a collation of your strongest values.
  • Efficiency
  • Using our wealth of experience, our highly responsive team provides the most time-efficient solutions that tackle even the most complex challenges, matching the exact nature of your journey.
  • Collaboration
  • We collaborate with partners in India and across the globe, using our vast network to create customised and innovative solutions.
  • Care
  • We are truly empathetic towards both clients and internal teams, fostering an environment in which we always put our best foot forward to ensure you are cared for.
  • This sense of care also extends to our planet and a sustainable future.
  • Resourcefulness
  • We stop at nothing to find creative yet workable solutions to address complex challenges, employing every tool and resource possible for your comfort.
  • Boldness
  • We go above and beyond in our commitment to your comfort, even if that means taking risks on your behalf.
  • Backed by years of expertise, we are not afraid to respectfully steer you away from decisions that do not work in your favour.
Visual Style
  • The image should feature a dark teal or deep blue background with a grid layout comprised of rounded square cells, some of which contain text or icons. In the top right corner, there should be a small, light-colored box displaying the word ‘ikan’ in lowercase, sans-serif font. The main central area prominently displays the phrase ‘Brand Guidelines’ in large, white, sans-serif font, with ‘Brand’ positioned above ‘Guidelines’. The layout emphasizes a clean, modern, and professional design aesthetic. Subtle grid lines or outlines may be visible to organize the placement of elements visually, and the overall composition should balance whitespace with the content, creating a structured yet minimal appearance. The date ‘November 2023’ should be included subtly, possibly in smaller font at the bottom or within a corner, matching the clean and simple style.
  • Our colour palette is purposefully chosen to capture the unique essence of our brand. Our primary blue represents care and reliability while our primary midnight green adds a bold new twist. These colours encapsulate some of our most important values.
  • Together, these colors create an energetic and harmonious visual identity that stands out in yet resonates with the mobility and logistics industry.
  • Use the primary palette for primary brand communication. For eg., hoardings, banners, signage, packaging, etc.
  • Sky Blue RGB: 172 216 213 CMYK: 32 3 17 0 HEX CODE: #ACD8D5
  • Midnight Green RGB: 19 69 80 CMYK: 91 60 52 38 HEX CODE: #134550
  • Primary Accent RGB: 241 89 63 I CMYK: 0 80 80 0 I HEX CODE: #F1593F
  • Use the secondary palette in companionship to the primary palette to bring it to life and boost brand recognition!
  • Tint: 20% Tint: 20% Tint: 15% Tint: 15% Tint: 20% Tint: 20%
  • Tint: 60% Tint: 60% Tint: 50% Tint: 50% Tint: 60% Tint: 50%
  • RGB: 255 196 11 CMYK: 0 24 98 0 HEX CODE: #FFC40B
  • RGB: 224 43 61 CMYK: 6 97 79 0 HEX CODE: #E02B3D
  • RGB: 145 12 72 CMYK: 33 100 53 22 HEX CODE: #910C48
  • RGB: 21 170 152 CMYK: 78 8 49 0 HEX CODE: #15AA98
  • RGB: 188 201 6 CMYK: 32 7 100 0 HEX CODE: #BCC906
  • RGB: 160 150 72 CMYK: 85 16 100 3 HEX CODE: #109648
  • Use the neutral colour palette for text and background usage. Never use black or white. For eg., conference room interiors, office utensils, social media, etc.
  • RGB: 252 251 245 CMYK: 1 0 3 0 HEX CODE: #FCFBF5
  • RGB: 128 157 172 CMYK: 53 30 26 0 HEX CODE: #809DAC
  • RGB: 16 20 28 CMYK: 80 71 60 77 HEX CODE: #10141C
  • Use the colours according to the visual proportions as shown below.
  • Our primary display typeface is Space Grotesk.
  • Space Grotesk is a proportional sans-serif typeface variant based on Colophon Foundry’s fixed-width Space Mono family (2016). Due to its proportionality, Space Grotesk is extremely legible and versatile, adapting to several different use cases.
  • Space Grotesk has its own unique personality, heroing soft yet geometric edges and proportional letters. The balanced letterforms ensure optimisation of improved readability across both print and digital platforms. By being a perfect blend of modernity and traditionality, it becomes the embodiment of our values and goals, enhancing our visual identity for effective communication and recognition.
  • Use Case: Headers, Subheadings, Call-outs.
  • Our primary highlight typeface is Calluna.
  • Calluna is an elegant serif typeface that pairs beautifully with our primary typeface, Space Grotesk. It is chunky and assertive, with exaggerated serifs. Calluna combines the charm of classic design with the clean-cut appeal of modernism.
  • The highlight typeface gives our brand the right amount of oomph required to stand out from our competitors and increase brand recognition amongst our audience. Following in our primary typeface’s footsteps, Calluna is also a sophisticated blend of the traditional and modern, making it the perfect companion.
  • Use Case: Header/subheader Highlight Text, Captions.
  • Our secondary typeface is Lexend Deca.
  • Lexend Deca serves as the companion body copy typeface for our brand. It was initially designed to serve people with reading disabilities but later expanded to a larger audience, due to its high level of legibility and inclusivity.
  • It makes larger chunks of text easier to digest, whether in print or a digital format. Its inclusive design makes sure that information is being translated effectively and without a sense of superiority.
  • Use Case: Body Copy, Large Pieces of Text.
Layout And Composition
  • The image should feature a dark teal or deep blue background with a grid layout comprised of rounded square cells, some of which contain text or icons. In the top right corner, there should be a small, light-colored box displaying the word ‘ikan’ in lowercase, sans-serif font. The main central area prominently displays the phrase ‘Brand Guidelines’ in large, white, sans-serif font, with ‘Brand’ positioned above ‘Guidelines’. The layout emphasizes a clean, modern, and professional design aesthetic. Subtle grid lines or outlines may be visible to organize the placement of elements visually, and the overall composition should balance whitespace with the content, creating a structured yet minimal appearance. The date ‘November 2023’ should be included subtly, possibly in smaller font at the bottom or within a corner, matching the clean and simple style.
  • Our brand pattern is derived from and inspired by our logo. The brand pattern is instrumental in the extension of our brand as it creates a strong brand recognition, brings depth to our brand identity, and creates an overall memorable brand experience.
  • It’s also an opportunity to have some fun and play around with our shiny new brand!
  • Use the colours according to the visual proportions as shown below.
Brand Story
  • The brand story represents the core or the soul of your brand. It outlines your purpose, or your WHY and describes your place in the world, aka, the ammunition you use to outshine your competition.
  • Moving forward is a journey, and it’s not always an easy one. Sometimes, life throws us into rough waters, but when you have IKAN, you’re equipped with a trusted compass for smooth sailing.
  • Through our world-class mobility and relocation solutions, we guide you through significant decisions that lead to a tailored settling experience, aligning perfectly with your needs.
  • Our approach combines efficiency and care to provide you with the utmost comfort as you navigate the seas of change. Over three decades of expertise in mobility solutions are anchored by rigorous tried-and-tested processes, proven quality standards and a bold thirst for constant innovation. We go above and beyond through a deep sense of care, towards the needs of our clientele, the advancement of our team and the future of our planet. This commitment allows us to facilitate the best results even in the most complex circumstances.
  • Thus, you can rely on us to be by your side through your mobility journey, unwavering in our resolve to always do the right thing while doing things right.
Brand Positioning
  • Your brand’s positioning is essentially the reason WHY a consumer would choose you over your competition in the market. It outlines your unique standing and how you make your consumers’ lives better.
  • The brand positioning is often a byproduct of the brand story.
  • Our approach combines efficiency and care to provide you with the utmost comfort as you navigate the seas of change.
  • Over three decades of expertise in mobility solutions are anchored by rigorous processes, proven quality standards and a bold thirst for constant innovation.
  • We go above and beyond through a deep sense of care, not just towards the needs of our clientele but also for the professional development and empowerment of our team.
  • This commitment allows us to facilitate the best results even in the most complex circumstances.
Brand Extension
  • Our brand pattern is derived from and inspired by our logo. The brand pattern is instrumental in the extension of our brand as it creates a strong brand recognition, brings depth to our brand identity, and creates an overall memorable brand experience.
  • It’s also an opportunity to have some fun and play around with our shiny new brand!
Brand Collaterals
  • Stationery
  • e Download brand collaterals.
  • Letterheads
  • Business Cards
  • E:nvelopes
  • ID Card
  • Email Signature
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