India Handloom

Official Websites

• https://www.indiahandloombrand.gov.in

Brand Guidelines

2016

Brand Summary

Mission

• To create a new identity for India’s priceless handloom products and their weaving artisans, ensuring high quality standards, global market access, and recognition for weavers, while promoting traditional Indian textiles and craftsmanship [^1].

Core Values

• tradition
• quality
• comfort
• style
• fashion
• genuineness
• cultural pride
• prosperity for artisans
• zero defect and zero effect products [^2]

Target Audience

• Buyers seeking genuine, high-quality Indian handloom products, both domestically and internationally, as well as agencies, print and production houses involved in brand communications .

Personality Traits

• pride
• love
• trust
• faith
• emotional connection
• identity
• comfort
• style
• fashion [^2]

Visual Identity Overview

• The visual identity centers on vibrant, symmetrical geometric designs inspired by traditional Indian textile motifs, using a color palette of orange, green, blue, and white. The logo is always presented on a white background with ample breathing space, emphasizing clarity, modernity, and cultural richness. Typography is clean and bold, and imagery showcases the diversity and craftsmanship of Indian handloom fabrics [^5] .

Categories

Brand Imagery

• Please make sure people shown in the images portray cheerfulness
• Please make sure product images portrayed are shot interestingly

Color Palette

• Primary Brand Colours C M y K Orange ■ 0 65 100 0 Green ■ 75 0 100 0 Blue ■ 100 85 0 0 R G B Orange ■ 238 115 11 Green Blue ■ 62 171 55 ■ 43 58 140 BRAND MANUAL Minimum size of the logo for any kind of communication
• For Headlines always use India Handloom Brand Blue colour
• For Subheads or highlighting any copy always use these colours
• For Body copy always use 100% Black colour only, no tints ever BRAND MANUAL Colour Palette

Typography

• Font -Style, Size and its Usage
• Helvetica Neue Bold
• Headlines : 22 points, Leading : Auto
• -Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk LI Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
• Helvetica Neue Regular
• Subhead : 14 points, Leading : Auto
• -Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk LI Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz BRAND MANUAL
• Helvetica Neue Light
• Subhead : 9.5 points, Leading : Auto
• Aa Bb Cc Dd Ee Ff Gg Hh Ii Kk LI Mm Nn Oo Pp Qq Rr Ss Tt Uu -Vv Ww Xx Yy Zz BRAND MANUAL
• For Headlines always use India Handloom Brand Blue colour
• For Subheads or highlighting any copy always use these colours
• For Body copy always use 100% Black colour only, no tints ever BRAND MANUAL Colour Palette

Logo Usage

• Logos are always to be reproduced in either Adobe Illustrator, lnDesign, Corel, Quark Xpress or any such software, from where it is neither pixelised nor gets diffused in any manner whatsoever, for use in various communications.
• Take care to keep the logo always in proportion to the design and always keep it in vector format so that it never pixelises
• Please make sure the logo remains always on white background and in proportion to the band, in all the collaterals.
• Whatever the imagery, please ensure that the logo remains in its white background box surroundings and if the background is white itself, please see to it that enough breathing space is maintained, in all the ads.
• Maintain the logo position on top, right across the standee and on white background. Do not keep any copy at the base of any standee, but let the image continue.
• Please ensure the logo remains in the centre and always on white background, with enough stipulated breathing space all around.
• If possible, keep the background white, if not, maintain the stipulated breathing space all around the logo and let the logo be on white. The logo position can either be top right or bottom right depending on where the banner is to be displayed.
• Place the copy in interesting position & in bold, with short & crisp headlines. The logo can be placed depending on the quantum of copy, either at the top right corner or bottom right with stipulated breathing space all around the logo.

Tone And Messaging

• Our pride, love, trust, faith, traditions and especially our emotions gets accentuated by the clothes we wear.
• India being a vast country has a populace that follows multi religions and speaks in more than 1,000 languages. But what binds us together is our traditions. We value our traditions, traditions that has been with us for time immemorial. Traditions are reflected in the way we live, dress up on festivals, occasions and in our day-to-day life.
• Wearing handwoven clothes is just such a tradition that we can not have enough of. The materials used in handwoven clothes suits us to such an extent that it becomes part of our personality.
• But the people who have been at the forefront of this tradition, the weavers -have never been acknowledged properly or have never received the accolades that they fully deserve. India Handloom intends to change just that.
• And this is what we will portray through our logo, designs and communications, then be it in print, radio, TVC or online communications media. This manual will set the guidelines for all the agencies, print or production houses of the various parameters of the design elements to be used.

Brand Values

• INDIA HANDLOOM COMFORT I STYLE I FASHION
• Our pride, love, trust, faith, traditions and especially our emotions gets accentuated by the clothes we wear.
• India being a vast country has a populace that follows multi religions and speaks in more than 1,000 languages. But what binds us together is our traditions. We value our traditions, traditions that has been with us for time immemorial. Traditions are reflected in the way we live, dress up on festivals, occasions and in our day-to-day life.
• Wearing handwoven clothes is just such a tradition that we can not have enough of. The materials used in handwoven clothes suits us to such an extent that it becomes part of our personality.
• But the people who have been at the forefront of this tradition, the weavers -have never been acknowledged properly or have never received the accolades that they fully deserve. India Handloom intends to change just that.
• ‘India Handloom’ will give a unique quality standard to our high quality handloom products. This will create an unprecedented market for India’s handloom products, the world over. The presence of ‘India Handloom’ mark will assure the buyer of its genuineness, and guarantee of the high standards in which it is manufactured. This brand with its rigid quality standards will create a larger export market, and at the same time will be a boost to the weavers with better production facilities and a prosperous future for them & their families.
• This brand will enable the Prime Minister’s vision of ‘Zero defect and Zero effect products’. The buyer will have the access to it over the internet 24x7, and for the weaver’s ’ the world will be at their doorstep to shop.

Visual Style

• Logo specifications and format
• Logotype and variations
• Minimum size of the logo for any kind of communication
• Colour palette
• B/w and colour usage
• Unacceptable usage of logo or brand colours
• Spacing
• Type of font style, size and usage
• Grids and margins
• Type of imagery to be used

Layout And Composition

• Please ensure the logo remains in the centre and always on white background, with enough stipulated breathing space all around.
• The logo position can either be top right or bottom right depending on where the banner is to be displayed.
• If possible, keep the background white, if not, maintain the stipulated breathing space all around the logo and let the logo be on white.
• Please ensure the message is clear, eye catching & minimalistic on the banner.
• Maintain the logo position on top, right across the standee and on white background. Do not keep any copy at the base of any standee, but let the image continue.
• Please make sure the logo remains always on white background and in proportion to the band, in all the collaterals.
• Whatever the imagery, please ensure that the logo remains in its white background box surroundings and if the background is white itself, please see to it that enough breathing space is maintained, in all the ads.
• The logo can be placed in an ad either at the top right corner -as shown below …
• … or at the bottom right corner, as shown in this example.
• In this instance, the copy can be placed parallel to the logo on the left side. Please take care to let logo & copy size gel, as a unit. For the previous option the copy can be placed in reverse or in a translucent box, without disturbing the image (the preferred option for body copy in 100% black).
• Please ensure the message is clear and the poster design remains eye catching. Place the copy in interesting position & in bold, with short & crisp headlines. The logo can be placed depending on the quantum of copy, either at the top right corner or bottom right with stipulated breathing space all around the logo.

Stationery And Communications

• Letterhead BRAND MANUAL Stationery
• Development Commissioner (Handlooms) INDIA HANDLOOM Room No. 55 Ministry of Textiles (Government of India) Udyog Bhawan, New Delhi -110011 Ph: 011-23062945, 23063684 • Fax: 0I 1-23062429 • Email: dchl@nic.in
• INDIA HANDLOOM Development Commissioner (Handlooms) Room No. 55 Ministry of Textiles (Government of India) Udyog Bhawan, New Delhi -110011 Ph: 011-23062945, 23063684 • Fax: 011-23062429 • Email: dchl@nic.in www.indiahandloombrand.gov.in BRAND MANUAL Stationery
• Shipping Label
• A w INDIA HANOLDDM NatneOl’lheileam: 0.-lly: °““ty. ….,._…..,.__el… UOt,Clg,…..Olif’I 110011 “"(111txil.Wil•l!-.C)11•­–Notepad
• DoveJopmenl CommlalMOnet IKllnclioofN) ,,.., .. Mlnlat,y of TutilM (Governmen1 ol lndll) ltt,og BwNtw\ New DeN • 110011 INDIA KANDLOOM Ph:011·2'3062945.2306:l684 • Fax:011· • Emall:dcNOncl’\ www.Jndlalwlndloombrand,gov.rn
• BRAND MANUAL Stationery Email Signature
• New Message- Recipients Subject Dummy Name This is dummy designation Development Commissioner (Handlooms) Room No. 55 INDIA HANDLOOM Ministry of Textiles (Government of India) Udyog Bhawan, Now Delhi -110011 Ph: 011-23062945, 23063684 • Fax: 011-23062429 • Email: dchi@nic.in COMFORT STYLE FASHION www.indiahandloombrand.gov.in

Marketing Public Relations And Sales

• Marketing, Public Relations and Sales – Presentations, Ads, Trade show and Event displays - Standee, Banner, Poster, Panel, Fascia, Video introductions and closings, Media kit, Press releases, Co-branded ads, Materials, Promotional items, Point-of-sale displays
• Please make sure the logo remains always on white background and in proportion to the band, in all the collaterals.
• Whatever the imagery, please ensure that the logo remains in its white background box surroundings and if the background is white itself, please see to it that enough breathing space is maintained, in all the ads.
• The logo can be placed in an ad either at the top right corner -as shown below …
• … or at the bottom right corner, as shown in this example.
• In this instance, the copy can be placed parallel to the logo on the left side. Please take care to let logo & copy size gel, as a unit. For the previous option the copy can be placed in reverse or in a translucent box, without disturbing the image (the preferred option for body copy in 100% black).
• Maintain the logo position on top, right across the standee and on white background. Do not keep any copy at the base of any standee, but let the image continue.
• Please ensure the logo remains in the centre and always on white background, with enough stipulated breathing space all around.
• Please ensure the message is clear, eye catching & minimalistic on the banner. If possible, keep the background white, if not, maintain the stipulated breathing space all around the logo and let the logo be on white. The logo position can either be top right or bottom right depending on where the banner is to be displayed.
• Please ensure the message is clear and the poster design remains eye catching. Place the copy in interesting position & in bold, with short & crisp headlines. The logo can be placed depending on the quantum of copy, either at the top right corner or bottom right with stipulated breathing space all around the logo.
• Option 1 : Logo on top
• Option 2: Logo at the bottom