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contents
About us
founders
Our logo
primary logo
logo variations
minimum sizes
Clear spaces
Color Palette
Our Typeface
please dont
Our stationary
Business Card
Letterhead
Envelope
Website
Notice
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about
us
This manual covers the basic branding guidelines for the Indus Valley School of
Art and Architectures. The Guide provides a summary of the primary features
and applications of the graphic identity along with the dos and donts associated
with it. It also demonstrates its different uses on items such as stationary and on
our website.
The Indus Valley School of Art and Architecture was founded in 1989 by
a group of professional architects, designers and artists who believed that
Karachi was in critical need of a school of excellence encompassing the
disciplines of Fine Arts, Design and Architecture.
The School is dedicated to much more than producing technically
competent artists, designers and architects. It strives to motivate and
guide students to think, be curious, to keep themselves open to sources
of experience and learning, to be politically aware and socially responsive
and take an independent position, respecting knowledge and people of
knowledge, with humility [the founders].
In an age of rapid social, technological and aesthetic transition, we feel
committed to educating our students with the ability to analyse & critique
experience, and to nurture their creative abilities so they become active,
outstanding members of our society, both personally and professionally.
We wish to go beyond technical instruction by placing emphasis on
creative thought and action. Each department, despite its individual
character functions in close collaboration with the others in order to
develop an awareness of the essence of the visual arts, both traditional
contemporary. This underlying philosophy is refected in our curricula.
Through an interaction with diverse practicing professional artists,
architects, academicians, scholars, archaeologists, art historians and
designers, students are exposed to the importance of ideas, concept
development, intuition and the value of research in the development of
the creative process.
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The Founders are:
Mr. Arshad Abdulla
Mr. Haamid N. Jaffer
Mr. Imran Mir
Mr. Inayat Ismail
Ms.Nighat Mir
Ms.Noorjehan Bilgrami
Mr. Shahid Abdulla
Mr. Shahid Sajjad
Ms.Shehnaz Ismail
Syed Akeel Bilgrami
Founders
The Indus Valley School of Art and Architecture was founded in 1989
by a group of professional architects, designers and artists who be-
lieved that Karachi was in critical need of a school of excellence, en-
compassing the disciplines of Fine Arts, Design and Architecture.
our
logo
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The logo symbol represents water, trees
and air, in a symmetrical form and is
placed next to the initials IVS.The letters
have been kerned carefully to achieve
visual harmony, both the initials and
symbol are placed on
the same baseline.
The logo should always be used as the
primary identity of the school .
This logo should be used for all
products, stationary, ads, posters, ads or
anything in collaboration with IVS.
symbol
Initials
Common baseline
primary logo
This logo was designed to represent a school that dwells on its rich
historical colonial background. Something that represents passion and
excellence, humility and dignity, and most important of all something
that combines both traditional and contemporary qualities in itself to
depict our progressive nature in striving for excellence in Pakistan.
Sharp corners
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logo variations
This is the abbreviated form of our logo
with the entire schools name written
down right below the logo.
It has been specially designed and
letterspaced to provide enough
aesthetical relief from the logo. Its color
is also lighter.
This is one of the subsidary logos. This
logo represents the Communication
Department. Its identity is similar to the
schools logo, only the lettering at the
bottom has been changed to replaced
the schools name with the departments
respective names.
This system is adopted for all fve of the
departments.
DO NOT attempt to customize
departmental logos.
minumum logo sizes
Due to the delicate typography of this logo, DO NOT resize the
abbreviated form too much. Always keep ligibility a priority when
resizing the logo for anyting.

The Main logo can be stretched to any
size, however when decreasing it do
not go below 3 cm horizontally .
3 cm
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i
n
c
h
subsidary logo
The minimum size of the abbreviated
logo should not go below 1 inch in
height
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clear spaces
Clear spaces or the spaces around the logo are an important factor to
consider whn placing our logo around or in places. We have created a
safe space around the logo as shown in the images to the right.
We want our logo to always be
recogniseable and not be distracted
by other logos, texts or graphic
elements, therefore the space
mentioned should be respected.
Please refer to the images on the
right to calculate the safe area.
This space of the logo is important.
The gap between the logo image
and the typeset should always be
equal to that of the O of the same
text. Distance should be measured
from the logos baseline to the top of
the X height of the letters.
a b,c
The logos should always have a clear
space equal to the size of the letter
I of the logo, around the logo. This
helps maintain the logos integrity
when placed with other objects.
Following these spacing guidelines
are mandatory.
a
b
x height
c
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color palette
Red, Blue and Grey. Our colors refect the personality of our logo
Red: The burning desire and passion to learn, and willpower to do it.
Blue: The tradional color depicting humbleness, humility and a conservative
atmosphere where one can relax mentally and physically.
Grey: Used only for type, Grey is the color of neutrality in all aspects.
C = 4
M= 97
Y = 85
C = 100
M= 100
Y = 35
K = 32
C = 61
M= 52
Y = 64
K = 33
K = 100
Logo may only be used in these
variations. No OTHER color is allowed.
color variations
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our
typeface
font choice
The typeface is considered one the most essential components in
defning a brand. Our choice of typeface is very concise and limited to
only 2 typefaces along with their font families.
1) Palatino
2) Frutiger
Palatino is in our logo for the IVS initials, it may also be used for headings
and subheadings, whereas frutiger is used for all our body copy and other
writings. This entire manual has been done in frutiger to highlight our
commitment to our fonts.
Palatino was chosen for its elegant modern classic serif font attribute, with a
large font family available in a wide range of weights.
Frutiger is a sans serif font with organic and clean lines, easily legible. Its large
font family is available in a range of weights and can be used at smaller sizes.
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Palatino
Palatino Linotype
Regular
Used for Logo,
Title, sub title and
Palatino Linotype
Bold
Used for Titles,
sub titles and
emphasis.
Palatino Linotype
Italics
Used for bottom
text of logo, and
sub titles.
Frutiger
Frutiger LT Std
Roman
Used for stationary,
body copy, Titles,
and subtitles.
Frutiger LT Std
Light
Used for bodycopy,
stationary and other
written texts that
require clean looks.
Frutiger LT Std
Bold
Use for Titles, subtitles
and emphasis in body
copy, Addresses and
phone numbers.
REG
BOL
ITAL
ROM
LIGH
BOL
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please dont. . .
Our logo is very precious to us, make sure it is never altered or distorted
in any manner. It should always be placed with the conditions mentioned
before, failure to follow this may cause the logo to lose its integrity.
a
b
c
d e
f
g h
a) Do not change logo placement
b) Do not change symbol placement
c) Do not change the colors
d) Do not place shapes behind it
e) Do not change the sub-text color
f) Do not stretch
g) Do not use any effects on logo
h) Do not place the abbreviated
logo on busy backgrounds.
our
stationary
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business card
The measurments for the business
card are 2x 3.5cm. The top of
the business card is red with the IVS
logo placed right in the centre.
The logo was placed on the left side
to balance out the negative space
on the right. The type is in frutiger
at a point size of 7.5 and 9.
The abbreaviated logo has been
used because there has been no
other mention of the schools name
in the cards information.
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3.5
letterhead
The logo is placed at the left of the letterhead because everything else around
it is anchored to the margin it creates.The preferred margins for all sides is 0.5
at a minimum.
The address date is in point size 6.5, whereas the letter is written in point
size 9. The complete layout has been presented to give an idea of how the
letterhead space will be used. Frutiger Roman is used for the address, whereas
Frutiger light has been used for body copy.
The letterheads backside has a red background and a centrally placed Ivs logo
measuring around 3x1.5.
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.
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1.5
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envelope
9.5
4
.
1
2
5

The logo is placed at the left of the envelope. The

dimentions are 9.5x 4.125. The margins should be
0.5from all 4 sides.
The address is divided into 3 clear parts at the bottom of the
envelope. The typeface used is Frutiger Light with a Point
size of 9. The abbreviated logo should be used here due to
no mention of the schools name in the address bar below.
our website
The logo is placed at the
far top left bar of the
homepage followed by
several links to the Main
website. The black logo
was used to maintain
visibility on the screen.
A different font has been
used for the website, ITC
Avant Garde- mainly due
to the fact that it is a softer
font that is more readable
and easy to deal with on
the web. It also contributes
to the fresh contemporary
look we want to deliver to
our visitors.
This is a page from one of our departments. All of our departments
share a similar system which redirects them to the main homepage.
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notice
This manual is solely made for Ivs, its institutions as well as
our clients use. Please refer to our creative department for
any other queries regarding your design.
If ever in doubt, please refer to this manual or give us a call.
The Ivs brand manual can also be viewed online at
www.indusvalley.edu.pk
Thankyou!
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Indus Valley School of Art and architecture
Design and concept by Sakina Shoaib Ali