The Official IDENTITY SYSTEM. A Manual Concerning Graphic Standards and Proper Implementation. As developed and established by the

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1 The Officil ISKCON IDENTITY SYSTEM A Mnul Concerning Grphic Stndrds nd Proper Implementtion As developed nd estlished y the COMMUNICATIONS DEPARTMENT of the INTERNATIONAL SOCIETY FOR KRISHNA CONSCIOUSNESS

2 CONTENTS 1 Protecting the ppernce nd ppliction of ISKCON s grphic identity is essentil to promoting glol recognition of the orgniztion. Implementing nd mintining consistent visul stndrd lso leds to clerer nd more effective communiction. Therefore it is of prmount importnce tht the ISKCON identity system e pplied properly nd tht Sril Prhupd s institution e represented in conscientious mnner. This style guide provides informtion on how to correctly use the ISKCON logo. It is hoped tht it not only offers informtion, ut lso inspirtion, in furthering Sril Prhupd s glorious mission nd the society he estlished to tke us ck home, ck to Godhed. CONTENTS pge 1 INTRODUCTION pge 2 ELEMENTS & CONSTRUCTION pge 3 TYPOGRAPHY & CLEAR SPACE pge 4 COLOR pge 5 RESTRICTED USES pge 6 COMMUNICATIONS DEPT. If you hve questions or concerns implementing stndrds specified in this ooklet, or if you hve further inquiries concerning use of the ISKCON logo not covered in this style guide, plese contct the ISKCON Communictions Deprtment.

3 INTRODUCTION 2 The ISKCON logo is vrition of the mrk developed for Sril Prhupd s centennil celertion in It effectively replces ny nd ll other logos tht my presently e in use. All projects nd relted mterils using ny previous logo designs must e updted to feture the new ISKCON logo. The institution-wide implementtion of the new ISKCON logo will help increse wreness nd recognition of the orgniztion. Your ssistnce in this regrd is extremely importnt nd pprecited. Plese note tht the ISKCON logos in this rochure should not e used s finl rtwork. Use logos from n pproved logo sheet provided y the ISKCON Communictions Dept. USAGE REQUIREMENTS The ISKCON identity system s grphic devices must lwys e used ccurtely nd consistently. The trdemrk is the sole property of the Interntionl Society for Krishn Consciousness nd ny unuthorized reproduction of the trdemrk is strictly prohiited. TRADEMARK The lotus logo is the worldwide trdemrk for the Interntionl Society for Krishn Consciousness nd the primry grphic representtion of the orgniztion. SIGNATURE The logo my e used lone to represent the institution or it my lso e used long with typogrphic descriptor, such s temple s nme for exmple, to form signture. PHILADELPHIA

4 ELEMENTS & CONSTRUCTION 3 The ISKCON logo is composed of three primry elements: 1) the lotus trdemrk, 2) the ISKCON lettering, which includes the two horizontl rs, 3) nd the or circle R registrtion symol. The signture lso includes one dditionl element, the descriptor. These elements must never e rerrnged or resized under ny circumstnces. The size nd loction of the descriptor is proportiontely reltive to the ISKCON logo. The illustrtions elow demonstrte how signture is properly constructed. PRODUCTION NOTES Alwys use the logo in eps formt. This llows the mrk to e scled without distortion. Be creful tht the ISKCON logo does not pper it-mpped or locky when used in digitl pplictions. PHILADELPHIA ELEMENTS These ISKCON logo nd signture elements must never e ltered. Trdemrk Registrtion Logotype Descriptor.8.6 PHILADELPHIA Verticlly Centered CONSTRUCTION With the exception of the, ll prts of the logo re verticlly centered. In the exmples given in this mnul, the vlue of is equl to the height of the letters in the word ISKCON. The size nd position of the descriptor type is reltive to the vlue of.

5 TYPOGRAPHY & CLEAR SPACE 4 The ISKCON logo s lettering is sed on Adoe Grmond. If you would like to use the typefce, contct Adoe Systems Inc. t The signture descriptor is set in Helvetic Medium, lso ville from Adoe Systems Inc. Plese rememer tht you must purchse ll fonts efore using them; it is illegl nd unethicl to copy or supply fonts or other softwre without n uthorized license. The exmple elow illustrtes the necessry spce surrounding the logo which must e kept cler of other typogrphy, design elements or support imgery. TYPOGRAPHY Fithful reproduction of the ISKCON logo nd strict dherence to the typogrphic stndrds set forth in this section re essentil to estlishing consistent visul presence for the orgniztion. TYPE STYLES The ISKCON identity system uses Adoe Grmond nd Helvetic. Grmond Helvetic PHILADELPHIA Bsed on Adoe Grmond Helvetic Medium All cpitl letters Horizontl trcking: 200 ems CLEAR SPACE It is necessry to keep minimum spce round the logo free from interference y other typogrphy, dditionl grphics or support imgery. The re surrounding the logo, indicted y the dshed line, is equl to the vlue tht is, the height of the letters in the word ISKCON. PHILADELPHIA

6 COLOR USAGE 5 ISKCON S officil color is Pntone Mtching System 187 (process color equivlent t right). The ISKCON logo should e printed in either lck or PMS 187 (or its process color equivlent). If the logo ppers on field of PMS 187 or its equivlent, it my knock-out to white or the pper stock. The logo my pper s nother color on one-color printed piece, when different color is the only color eing used. On two color piece using lck, the logo must pper in lck or knock-out of lck field. When printing four color process (including digitl use) the logo must pper in lck or the equivlent of PMS 187. PROCESS EQUIVALENT When printing four color process or CMYK, the logo must pper in lck or the process equivlent of PMS 187 given here. Cyn = 30% Mgent = 85% Yellow = 85% Blck = 0% Color guidelines pply to ll res of reproduction including, ut not limited to, photocopying, conventionl offset lithogrphy, screen printing (for T-shirts, etc.), digitl medi nd cinemtogrphy (film). ALWAYS use PMS 187 (or its process color equivlent) when specifying spot color or printing four color process. This includes ny digitl ppliction of the ISKCON logo.

7 RESTRICTED USES c DO c KRISHNA dc DO NOT put stroke on the logo. If there re redility issues, exmine the size, plcement nd grphic tretment of the mrk. If poor reproduction qulity is fctor, explore lternte solutions. NOT replce ISKCON with nother word or typefce. Never remove the registrtion symol from the logo. The or circle R symol must pper with the mrk t ll times. DO NOT plce the ISKCON logo in retining shpe. The logo my, however, e knocked out of field of color, providing tht the field does not serve to contin the logo or dd nother design element to it. Also, void reversing the logo out of photo or printing over photo, s this is often poor design decision. 6

8 RESTRICTED USES continued 7 c DO NOT seprte the elements of the ISKCON logo; ll of its pieces were designed to work s one solitry mrk. Also, do not chnge the sizes of its constituent prts; if the logo is scled it should e done proportiontely. c c DO NOT ssign different colors to individul prts of the logo. The entire mrk must lwys pper the sme color.

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