Brand Resources

Welcome to the hub of ETC's Brand Resources
— Your one-stop-shop for all-things brand.

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Write to letstalk@frozeniris.com

Downloads

One stop shop to download logos, photos,
fonts, and more.

4. Dynamic Identity System.

The dynamic identity of the centre supports three different roles it performs in terms of the people and activities. Along with the primary brand language for the centre, we have provided a unique branding for both governance and technology related functions of the centre.

Fonts

Let developers and designers download source files in no time.
Space Grotesk
Google Fonts
Space Mono
Google Fonts

Guidelines

Our design system helps us work together to build a great experience for all of Webflow’s users and employees.

Typography

Starting the website with global typography is the easiest way to build a scalable website.

Headings

Frozen Iris provides a constrained set of typographic styles. These styles map as much as possible to functional roles so you know when each can be used. Don’t use units for line-heights. Keep it unitless

Start with typography.

H1 / 64PX / 1.3 EM

Start with typography.

H2 / 48PX / 1.3 EM

Start with typography.

H3 / 38PX / 1.3 EM

Start with typography.

H4 / 30PX / 1.3 EM

Start with typography.

H5 / 24PX / 1.3 EM

Start with typography.

H6 / 18PX / 1.3 EM

Paragraphs

Space Grotesk is a proportional sans-serif typeface. Space Grotesk along with Space Mono brings in a futuristic/modern monospace whike retaining the peculiar serif glyphs assosciated to royality and power.

I'll know it when i see it can you make it pop, nor make it attractive, yet I really like the colour but can you change it, make it pop we need more images of groups of people having non-specific types of fun, but the hair is just too polarising.

Big Paragraph/ 20PX / 1.8 EM

I'll know it when i see it can you make it pop, nor make it attractive, yet I really like the colour but can you change it, make it pop we need more images of groups of people having non-specific types of fun, but the hair is just too polarising.

Small Paragraph/ 16PX / 1.8 EM

Color

There's nothing better than having all colors at the right place and be able to use them rightly. Accessing color only takes only 2 seconds now.

Primary Colors

Our main palette is a gradient spectrum comprising of 6 bright colors that brings in a sense of novelty and power to our brand, and allows for diverse range of applications and codifications. Thus, from red to blue, the gradient captivates all eyes and connotates to a sense of progress and innovation.
Berry Red / #9E2E26
Bright Orange / #E54929
Sunshine Yellow / #FDD53D
Cyan / #49DCF7
Clear Blue / #2A77F5
Persian Blue / #2645B5

Secondary Colors

Our secondary palette contains a variety of colors to keep things fresh and interesting. We lean on these colors more frequently when brand awareness is high, or on our own properties where we control the surrounding environment. And owing to the dynamic nature of our brand and the different players the brand interacts with, the following colors are presented to strengthen the brand.
Signature Blue / #253AA5
Saffron/ #FF8000
White/ #FFFFFF
Green/ #138808
Astra/ #FBF6B9
Picton Blue / #45D0F7
Persian Blue / #2645B5

Usage Guidelines

Our design system helps us work together to build a great experience for all of Webflow’s users and employees.

Exclusion Zone

When placing the formal logo, be sure that other text and graphic elements do not encroach on it. When visual elements are placed too close to the logo, it can lead to a congested unpleasant appeal and also might create confusion.In order to let the logo breath , it should be surrounded with clear space to ensure its visibility and impact.

The exclusion zone is equal to the length of four square dots on all side of the logo. This zone should be considered as the absolute minimum safe distance.

Logo Misuse

Some of the examples of most likely misuses of identity are shown below. It’s imperative that the brand identity is consistent across all touchpoints at all times. To avoid these, always use the provided identity from here without any modification.
Don’t stretch, condense or change the dimensions of the identity elements.
Don’t alter the positions, placement, colors and the font in the logo.
Don’t alter the positions, placement, colors and the font in the logo.
Do not change the scale and size of the elements in the logo
Do not tilt/rotate/skew the logo and the elements in it.
Do not add shadow or any effects on
the logo

Usage with other Logos

As ETC is a joint centre involving multiple parties, there may be sitautions where the the identity is placed along with logos of other organisations. In such scenarios, the prominence should still be given to ETC identity based on the type of relationship with the other party. The different combinations are highlighted below with examples and the right usage of colors depending on the relation with the external agent.

In all scenarios, the ETC identity should be kept on the left during horizontal layouts, and on the top during vertical layouts.

1. Application of the Logo with Intel & ISB

2. Application of the Logo with Technology Startups

3. Application of the Logo with Government Bodies

4. Application of the Logo in Events & Workshops

Voice

ETC is at a nexus of three different players and thus have to be accommodating to three major roles when it comes to be interacting with someone and hence the tone of voice can be classified into three main categories.

Economical yet Engaging

Why?

Our success solely depends on the proper absorption of the knowledge we offer about a volatile field by the high echelons of civil service. They are the bureaucratic counterparts of corporate CEOs. They find themselves making hundreds of decisions a day and seldom have the time to go through exhaustive content unless it is of the highest priority. So, we need to be as concise as possible to make them absorb what we have to offer before losing their attention to their routine interruptions or fire-fighting. Also, our content must also be engaging to make retention easier.

How?

1) Use words sparingly:
Cut down the number of words as brutally as possible.Always start writing with a word limit.

2) Let the designer make the constraints:
Ask your visual designers to come up with stringent space constraint and try to follow them to the core. Allow yourself to be
positively policed by them.

3) Replace the weak:
Weak words that require modifiers should be replaced with stronger words that can stand alone and convey the meaning.
For example: replace verbs that rely on adverbs with stronger verbs - ‘Run quickly’ replaced with ‘Dash’, ‘Change completely’ with ‘Morph’.

4) Feel free to use foreign words that capture the gist effectively: Words such as Ad hoc, Quid pro quo, Status quo are common in the vocabulary of the bureaucrats and they would find the content with them esoteric and engaging.

Pitfall

Editing the number of words should not result in a draft that may seem riddling or incomplete. Always read it aloud yourself before proceeding. Unbridled usage of strong words and foreign words may become a load for the readers

Clear yet Vivid

Why?

Our primary role is that of an advisor. Being clear with words is one of the major, if not the most important, aspects of an advisor. Also, we can ill-afford to irk our audience with an unclear draft. Though our offerings can be radical, the way we convey it must be conservative and old school. ( should be in line with existing protocols and customs for correspondence and communication). Having said that the content does not have to be bland and banal. It can reflect the field we represent by being vivid with details that otherwise escape the attention of the bureaucrats.

How?

1) Error Free:
Come up with grammatically sound drafts that conform to established customs and follow a single dictionary (British English). For example: simple rules ike using ‘yours sincerely’ with a known person and ‘yours faithfully’ with an unknown person in emails

2) Slang Free:
It goes without saying the drafts must be free of casual tones, slangs and unauthorised abbreviations. Internet Slang is again a strict no

3) Familiar figures of speech:
Figures of speech should be used to avoid being prosaic by adding flavour to the content, but moderation is the key. Alliterations,
euphemisms and metaphors can be used as long as they can be understood easily. Circumlocution and Puns can be avoided. Editorial headings from Indian dailies can be used - especially ‘The Hindu’.

Pitfall

Attempts to be clear should not result in oversimplification of the complex concepts of technology. Complete absence of understanding is better than a misunderstanding or half-baked knowledge. Also, don’t force figures of speech and end up creating contents that may come across as stilted drafts.

Courteous yet Confident

Why?

As the target audience is placed on par with royalty, it goes without saying our voice should be courteous but this doesn’t mean being timid or servile. We are the experts of our field and, an appropriate audacity and a display of our mettle should be reflected in our voice and tone all across to establish credibility and easier cooperation.

How?

1) Humility:
Always replace words of superiority with better alternatives that reflect the stand of a minister and not a guru. For example, instead of saying “we help them in awareness of the recent developments in AI ”, we can say “ We apprise them of the recent developments in the AI”. Make a subtle shift that strokes their ego instead of irking the same.

2) Vocal about the deference:
Emails must always explicitly show our deference. Address them with their proper titles and always thank them. Declare allegiance to the nation whenever suitable. For example, end your emails with “ Jai Hind”

3) Never be too humble:
Showcase proven facts without hesitation even if they are highly critical of the current practices and back every direction you provide with objective evidence. Showcase recent victories from your side with the deserved spotlight. Show them it can be done and it is done.

Pitfall

Both humility and confidence are double-edged swords. Judge the context, use them, test them, learn from mistakes and refine them before approving canned content.

Brand

The Emerging Technologies Centre is a jointly created centre between Intel, The Indian School of Business (ISB) and the Lal Bahadur Shastri National Academy of Administration (LBSNAA). The main aim of the centre is to promote and support the adoption of emerging technologies, like AI, IoT, etc., in Government processes and systems.

The centre hopes to promote a culture of encouraging indigenous innovation and solutions to address national challenges and act as a resource centre for using emerging technologies solutions.

Brand promise

To enable adoption of emerging technologies for futuristic governance.

Vision

To create a future where the government progresses/accelerates swiftly towards its national development goals by being the first adopter of emerging technologies.

Mission

To help governments make the most effective use of emerging technologies in governance by making them aware of the boundless potential of emerging technologies, identifying and removing existing barriers in their adoption and assisting in impact driven implementations.

Positioning

By bringing together a team of highly qualified academicians, bureaucrats, technology solution developers, and industry experts and tapping their collective potential, ETC works towards achieving more efficient and transparent governance across social, economic and environmental growth challenges of India.

Value

We enable Government to deliver real impact through (informed) adoption of emerging technologies.

Tagline

Enabling Futuristic Governance