Republic of Sabjiwala Brand Guidelines 2024
Brand guidelines for Republic of Sabjiwala (ROS) that define visual and verbal identity, logo system (hexagon 'baat' emblem, monogram, wordmark), type palette (Roqueen, Montagu Slab, Apercu Pro, Yarndings 20), color system, photography, illustration library, packaging taxonomy (regular vs.
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campaign), uniforms, stationery, and operational assets. Includes 372 practical mockups, sizing specs, and do/don't rules for field application
Guideline Republic of Sabjiwala
- Slide 1: Republic of Sabjiwala : branding and guidelines
- Slide 2: Contents : sections and page index
- Slide 3: Section opener marking the start of the Introduction chapter
- Slide 4: This is the Republic of Sabjiwala (ROS) Brand Identity Guide
- Slide 5: Section header introducing Sabjiwala's origin story and the narrative
- Slide 6: Two core beliefs that drive Sabjiwala
- Slide 7: Solving unpredictable vegetable prices in India
- Slide 8: Section header that introduces a detailed narrative breakdown
- Slide 9: Let's break down what Sabjiwala does
- Slide 10: Claims and initiatives that define ROS
- Slide 11: Foundational claims: organized market and affordable vegetables
- Slide 12: Claims categorized by produce and people
- Slide 13: Our strength lies in people
- Slide 14: Our strength lies in people. Not just people
- Slide 15: For the people, by the people, of the people
- Slide 16: Transitions the narrative toward a clearer explanation and signals
- Slide 17: Introduces a schematic intended to clarify how Sabjiwala interacts
- Slide 18: About what we are constantly doing and want
- Slide 19: Diving deep into the story : visuals
- Slide 20: Vegetable market legend: ecosystem and actors
- Slide 21: Unorganised vegetable market ecosystem
- Slide 22: Represents an ordered aggregation of many participants : a dense
- Slide 23: Positions Sabjiwala as the organizing force that converts dispersed actors
- Slide 24: Grid versus cooperative formation
- Slide 25: Pathways and flow within the system
- Slide 26: Chaos and collective power compared
- Slide 27: Imperfect but whole: collective resilience
- Slide 28: Maintain a consistent brand feel
- Slide 29: Read the next slides as a short story
- Slide 30: Sabjiwala as organizer of the Vegetable Society
- Slide 31: Frames the 'Vegetable Democrats' concept: people as active participants
- Slide 32: Articulates a vision for an inclusive vegetable society where transparency
- Slide 33: Section header introducing the design strategy that will define
- Slide 34: We exist to fix the food system
- Slide 35: Explains using design to inspire genuine public passion and civic
- Slide 36: Make our brand feel stable and promise authority as an organisation
- Slide 37: Beyond just fruits & vegetables
- Slide 38: Explains naming rationale: retain the approachable 'Sabjiwala' while adding 'Republic
- Slide 39: Section header introducing four actionable principles that will guide
- Slide 40: Lists the core principles:Vibrant; Big & Bold; Authoritative & collective
- Slide 41: Celebrates energy and inclusive growth, using bold colors and dynamic
- Slide 42: Positions the brand as confident and direct:leading with purpose
- Slide 43: Authoritative & Collective Power
- Slide 44: Asserts authenticity to heritage, people, and produce:embracing imperfections
- Slide 45: Introduces the brand's verbal identity, marking the start of guidelines
- Slide 46: Explains that what the brand says and how it says
- Slide 47: Verbal identity : flexible guide
- Slide 48: Maintaining a consistent voice
- Slide 49: Defines four core voice attributes:Enthusiastic; Brave & Honest; Useful; Optimistic
- Slide 50: Frames 'Enthusiastic' as spirited, bold, and democratic:personifying vegetables with playful
- Slide 51: Three bold card designs demonstrate an enthusiastic voice using playful
- Slide 52: Social posts with bold, irreverent copy
- Slide 53: Guidance to 'tell it like it is': be straightforward about
- Slide 54: Our story is far from finished
- Slide 55: Brave & Honest : social examples
- Slide 56: Advice to give the right information at the right time
- Slide 57: Useful : social examples
- Slide 58: Tone guidance to speak warmly and empathetically, celebrate people
- Slide 59: Flavor Fest 2025 poster mockup
- Slide 60: Ten concise writing rules for the brand: use first person
- Slide 61: Don't say fresh. Be fresh
- Slide 62: Lists banned, vague phrases (fresh, organic, natural, best, locally sourced
- Slide 63: Always write and think about why / what /
- Slide 64: Give a clear picture : be humane
- Slide 65: Do / Don't copy examples
- Slide 66: Don't show only the positives
- Slide 67: We believe in honesty about challenges
- Slide 68: Section header introducing the visual identity guidelines that define
- Slide 69: Kits of parts : core visual elements
- Slide 70: Introduces the Republic of Sabjiwala logo system and signals upcoming
- Slide 71: Hexagonal weight emblem motif
- Slide 72: Baat weight inspires hexagon logo and ethos
- Slide 73: White ROS emblem on purple field
- Slide 74: ROS emblem applied to photography
- Slide 75: Wordmark plus emblem over harvest imagery
- Slide 76: Primary logo : emblem with full wordmark
- Slide 77: Primary logo clearspace rules
- Slide 78: Logo colour priority : black then white
- Slide 79: Colour priority scale and acceptable variants
- Slide 80: Approved logo colourways and combinations
- Slide 81: The hexagonal R( )S symbol is Republic of Sabjiwala’s primary
- Slide 82: Minimum clearspace around the mark is defined by the width
- Slide 83: Approved colourways are ranked by priority for light and dark
- Slide 84: The 'REPUBLIC OF SABJIWALA' wordmark is intended for horizontal formats
- Slide 85: Two approved wordmark layouts:stacked and single-line:are provided for normal
- Slide 86: Minimum clearspace for the wordmark is measured by the width
- Slide 87: The primary logo uses the 'W' width as the clearspace
- Slide 88: Wordmark color guidance prioritizes black (primary) and white (secondary)
- Slide 89: A compact monogram uses the R( )S arrangement
- Slide 90: Monogram clearspace is defined by the width of the 'R'
- Slide 91: Colourways : black primary, white secondary
- Slide 92: Rare colour palettes for limited use
- Slide 93: Monogram application on hardcover book covers
- Slide 94: Monogram and wordmark on spine and spread
- Slide 95: Textile application: lanyard and strap
- Slide 96: Small-format application: printed name badge
- Slide 97: Favicon : logo mark and clearspace rules
- Slide 98: Favicon application on mobile home screen
- Slide 99: App icon example on iOS home screen
- Slide 100: Don'ts : prohibited logo treatments
- Slide 101: Primary lockups: government and NGO partners
- Slide 102: Primary lockups: balanced framing examples
- Slide 103: Primary lockups: WHO and Isha pairings
- Slide 104: Primary lockups: overlay and color studies
- Slide 105: Primary lockups with spacing indicators
- Slide 106: Primary lockups : final approved alignments
- Slide 107: Secondary lockups with spacing grid
- Slide 108: Secondary lockups : aligned partner icons
- Slide 109: Collaboration lockups : summary grid
- Slide 110: Linguistic lockups for public events
- Slide 111: Linguistic lockups : Devanagari
- Slide 112: Linguistic lockups : Gurmukhi
- Slide 113: Lockup alignment and scale variations
- Slide 114: Defines the minimum clearspace around the full lockup using
- Slide 115: Linguistic lockup color variants
- Slide 116: Example of the full lockup applied to storefront signage
- Slide 117: Breaks the ROS identity into five core elements : primary
- Slide 118: Specifies recommended minimum print and digital widths (in inches
- Slide 119: Presents concrete size examples for multilingual lockups in print
- Slide 120: Explains permitted flexible usages of ROS logos that allow contextual
- Slide 121: Large ROS mark used as photographic overlay
- Slide 122: Rotated ROS mark for flexible photographic placements
- Slide 123: Hexagonal photo window with oversized ROS mark
- Slide 124: Social post mockups applying ROS motifs
- Slide 125: Primary logo paired with subtle handwritten lockup
- Slide 126: Primary logo with 'For the people.' handwritten lockup
- Slide 127: Primary logo with 'We got this' handwritten lockup
- Slide 128: Primary logo with 'For our shared future' lockup
- Slide 129: Primary logo with 'For the better of us' lockup
- Slide 130: Handwritten lockups: do's and don'ts for logo pairing
- Slide 131: Handwritten lockups : 'We got this'
- Slide 132: Handwritten lockups : 'For our shared future'
- Slide 133: Handwritten lockups : 'For the better of us'
- Slide 134: Do’s & Don’ts for handwritten lockups
- Slide 135: Workshop poster application with handwritten lockup
- Slide 136: Social story templates using handwritten lockups
- Slide 137: Title page introducing the modular grid that governs column structure
- Slide 138: Explains that the following pages present a step-by-step construction
- Slide 139: Margin formula : shortest side ÷ 20
- Slide 140: Margins & Columns : modular guidance
- Slide 141: Create a modular margin by dividing the shortest side
- Slide 142: Margins & Columns : columns
- Slide 143: The grid flexes across a variety of format sizes, enabling
- Slide 144: Headline scale and alignment
- Slide 145: Headline with subhead variants
- Slide 146: Logo and headline framings
- Slide 147: Examples illustrating grid and system use
- Slide 148: Application examples: website and campaign layouts
- Slide 149: Defines the 'Republic Margin' : a margin often filled
- Slide 150: Republic Margin : calculation and examples
- Slide 151: Stationery application: envelope and letterhead
- Slide 152: Standard letterhead template with masthead
- Slide 153: Large-scale type specimen demonstrating display contrast
- Slide 154: Primary typefaces: Roqueen, Montagu Slab, Apercu Pro
- Slide 155: hierarchy: headlines, subheads, body and tags
- Slide 156: Type scale guidance: ensure noticeable size contrast
- Slide 157: Leading / line-height for headlines : set tight
- Slide 158: Body text leading : set higher than solid
- Slide 159: Handwritten type leading : illustrative example
- Slide 160: Letter spacing : keep tracking at zero
- Slide 161: Emphasis : use Caput or Apercu Pro for subheadings
- Slide 162: Typesetting principles and grid use
- Slide 163: Always align type to the grid; avoid floating
- Slide 164: Center-aligned headlines allowed; avoid right alignment
- Slide 165: Brand type palette : Roqueen, Montagu Slab, Apercu Pro, Caput
- Slide 166: 'Yarndings 20' : motif typeface and decorative marks
- Slide 167: Restricted use: Yarndings 20 for personalization only
- Slide 168: Social post examples : promotional produce creative
- Slide 169: Single-post example : 'Melon Fest' announcement
- Slide 170: Editorial social posts : playful headlines and facts
- Slide 171: Social campaign tiles and messaging examples
- Slide 172: Employee badge and customer-support sticker
- Slide 173: Website templates for About, Mission and Careers
- Slide 174: Photography-driven color palette with swatches
- Slide 175: Colors as the backbone of ROS's visual voice
- Slide 176: Color as identity: vibrancy and inclusivity
- Slide 177: Recognized by a vibrant palette, not one color
- Slide 178: Color overview: frequency of usage
- Slide 179: Primary palette: foundational brand hues
- Slide 180: Secondary palette: complementary supporting colors
- Slide 181: Republic palette: vibrancy and reserved hues
- Slide 182: Primary and secondary palette roles
- Slide 183: Two–three color pairings for everyday use
- Slide 184: Three-color pairings for everyday passion
- Slide 185: Four-color pairings for marketing materials
- Slide 186: Five-color pairings for high-impact assets
- Slide 187: Text colours : usage across typographies
- Slide 188: Always prefer black text for legibility
- Slide 189: Handwritten display type can use vibrant color
- Slide 190: Section header introducing the Republic of Sabjiwala's photography guidelines
- Slide 191: Photography categories and purposes
- Slide 192: Portrait guidance prioritizes candid head-and-shoulders plus full‑body shots that capture
- Slide 193: Group photography should emphasize arrangement and location to show connection
- Slide 194: Environmental shots should depict farms, markets, offices, and project sites
- Slide 195: Celebratory vegetable imagery focuses on origin and journey:mud, roots
- Slide 196: Celebrating council, control, power, law and order, authority, conferences
- Slide 197: Document process artifacts and stages early and frequently using smartphones
- Slide 198: Campaign photography should capture people interacting, emotions, and on-the-ground action
- Slide 199: Celebrating transparency of each & everything (video)
- Slide 200: Example application of brand photography at events and panels: staged
- Slide 201: Social post mockup featuring a farmer portrait
- Slide 202: Group photo of field partners and researchers
- Slide 203: Flowering tree above cultivated hillside
- Slide 204: Allying with the Research Community
- Slide 205: Republic of Sabjiwala logo lockup
- Slide 206: Section header introducing the Republic of Sabjiwala's illustration system
- Slide 207: Defines a bold, hand-drawn illustration style for fruits and vegetables
- Slide 208: A catalog of single-color vegetable and fruit silhouettes designed
- Slide 209: Illustration usage : cropping and grouping
- Slide 210: Illustration usage : color and framing
- Slide 211: Vegetable illustration library : do's and don'ts
- Slide 212: Introductory banner that frames the following examples as demonstrations
- Slide 213: Four poster framings that combine headline copy, the ROS hexagon
- Slide 214: Variants of the poster system demonstrating how cropped vegetable motifs
- Slide 215: Seasonality, transparency & diversity
- Slide 216: World Vegetable Day social post
- Slide 217: Order details ticket templates
- Slide 218: Order details : illustrated headers
- Slide 219: Hero vegetable pattern with mark
- Slide 220: Brand story illustration library
- Slide 221: Unity (ROS marks) : do's and don'ts
- Slide 222: Rising farms : do's and don'ts
- Slide 223: A curated set of expressive marks:arrows, scribbles, brush textures
- Slide 224: Parentheses as focus device
- Slide 225: Waste Not : event brochure mockups
- Slide 226: Waste Not : large-format billboard application
- Slide 227: Celebrating growers : social post mockup
- Slide 228: Branded apron : staff uniform application
- Slide 229: Social carousel : facts and call-to-action
- Slide 230: Instagram stories : event promotion and CTA
- Slide 231: Illustration patterns paired with primary logo
- Slide 232: Event poster using repeating motif and headline
- Slide 233: Staff badge and name‑tag artwork
- Slide 234: Lanyard badge applied in context
- Slide 235: Portrait treatments paired with illustration backgrounds
- Slide 236: Illustration guidance : 'Everyday passion' vs 'Republic' uses
- Slide 237: Large section header introducing the Republic of Sabjiwala stationery system
- Slide 238: Stationery applications: bags, badges, envelopes, labels
- Slide 239: Photographic examples of printed letterheads
- Slide 240: Letterhead system guide (A4)
- Slide 241: Letterhead : printing margins and system
- Slide 242: Letterhead gridding and column guides
- Slide 243: Letterhead dimensions and spacing callouts
- Slide 244: Visiting card : photographic mockups
- Slide 245: Two visiting-card formats and face layouts
- Slide 246: Visiting card grid and size specification
- Slide 247: Introduces the guideline to assign vegetable-inspired names to roles, framing
- Slide 248: Objectives for vegetable-based designations
- Slide 249: SOP for integrating vegetable-based designations
- Slide 250: Pre-made personas and vegetable name mapping
- Slide 251: Visual representation for visiting cards
- Slide 252: Visiting card mockups and layouts
- Slide 253: Annotated card elements: illustration and type
- Slide 254: Clarifying recipient recognition of role
- Slide 255: Designation emphasized with UV printing
- Slide 256: UV printing close-up on pink stock
- Slide 257: Detail shot of UV varnish on card
- Slide 258: UV printing close-up on yellow stock
- Slide 259: Designation name formation rule
- Slide 260: Provides sample role names pairing produce with functions:e.g., 'Grape Growth
- Slide 261: Email signature lockups with name, title, and address
- Slide 262: Email template example with signature block
- Slide 263: Color-coded rectangular member badges with roles
- Slide 264: Member badge dimensions : 2.5 x 0.718 inches
- Slide 265: Badge grid and production alignment guide
- Slide 266: T-shirt application : badge and logotype placement
- Slide 267: Recruitment poster : Sustainability Check Officer
- Slide 268: ROS hex badge and approved color variants
- Slide 269: ROS badge : do not create themed color sets
- Slide 270: ROS enamel pin on black tee : lifestyle photo
- Slide 271: Republic of Sabjiwala volunteer badge photographed at an angle
- Slide 272: Volunteer ID card : two-sided template
- Slide 273: Volunteer ID card : alternate colorway
- Slide 274: Volunteer ID card : pastel variant
- Slide 275: Volunteer ID card : technical department variant
- Slide 276: note for volunteer ID cards
- Slide 277: Volunteer badge in clear pouch
- Slide 278: Close-up photo highlighting the repeat 'Republic of Sabjiwala' lockup printed
- Slide 279: Hanging badge in use
- Slide 280: Social story templates for booking
- Slide 281: Laminated event pass with barcode
- Slide 282: Branded ID pass using signature pattern
- Slide 283: Lanyard and enamel pin applications
- Slide 284: Standard lanyard system and pin placement
- Slide 285: Lanyard contrast and legibility
- Slide 286: Visiting card with perforated detachable section
- Slide 287: One card : signature chevron ticket shape
- Slide 288: Introduces the social media section and examples that demonstrate
- Slide 289: LinkedIn company profile mockup
- Slide 290: LinkedIn header variations and color treatments
- Slide 291: ROS : Republic of Sabjiwala LinkedIn header
- Slide 292: ROS Instagram profile and feed mockups
- Slide 293: Section header introducing the brand's uniform guidelines and the following
- Slide 294: Uniform categories and seasonal pieces
- Slide 295: T-shirt template : round neck (half sleeves)
- Slide 296: T-shirt logo placements : front and back
- Slide 297: T-shirt color application : deep green
- Slide 298: Half-sleeve shirt : collar and construction detail
- Slide 299: Half-sleeve shirt : label and badge placements
- Slide 300: Half-sleeve shirt color application : ochre
- Slide 301: ROS Shirt (Half sleeves)
- Slide 302: ROS Shirt (Half sleeves) : color
- Slide 303: ROS Shirt (Full sleeves)
- Slide 304: Technical flats of a baseball-style cap with top, front, side
- Slide 305: ROS Cap : logo placements
- Slide 306: Oversized hoodie flats that define seamlines, ribbed cuffs and hem
- Slide 307: ROS Hoodie : logo placements
- Slide 308: ROS Hoodie : black logo mockup
- Slide 309: ROS Hoodie : final system
- Slide 310: ROS Hoodie (Green colorway)
- Slide 311: ROS sweatshirt : front and back lockups
- Slide 312: Apron : technical outline and proportions
- Slide 313: Apron pattern exploration : monochrome
- Slide 314: Apron with slogan and patterned band
- Slide 315: Apron final colourway and branded tape
- Slide 316: Scarf / gamchha system grid
- Slide 317: Scarf pattern tile explorations
- Slide 318: Uniform application : sweatshirt back lockup
- Slide 319: T-shirt front lockup : chest placement
- Slide 320: Cap logo application and side wordmark
- Slide 321: Baseball cap embroidered with ROS pentagon mark
- Slide 322: Full‑length apron with slogan and emblem
- Slide 323: Apron headline close‑up and material texture
- Slide 324: Apron tie with repeating ROS woven strap
- Slide 325: Draped scarf with geometric green pattern
- Slide 326: Folded scarf highlighting scalloped border
- Slide 327: Purple colorway scarf with repeat motif
- Slide 328: Fruits & Veggies : packaging
- Slide 329: Tiled packaging pattern with bag silhouettes
- Slide 330: Produce bag mockups with icons and silhouettes
- Slide 331: Delivery bag design explorations
- Slide 332: Delivery bag with order-detail labels
- Slide 333: Our packaging is divided in 2 types
- Slide 334: Two packaging types: regular and campaign
- Slide 335: Regular packaging refers to smooth, ongoing operations without campaigns
- Slide 336: Regular packaging : front face
- Slide 337: Grid and margin specs for bag system
- Slide 338: Shows two front-face variations that use different crops
- Slide 339: Back face : messaging and system guidance
- Slide 340: Back-face headline variant: bold campaign copy
- Slide 341: Approach 1 back packaging : cropped illustration and logo rules
- Slide 342: Approach 2 back : potato nutritional callout
- Slide 343: Approach 2 back : tomato lycopene fact
- Slide 344: There's no exact rule
- Slide 345: Observed gaps in current delivery-bag designs
- Slide 346: Every bag previously contained illustrations
- Slide 347: Not ready to adopt an illustration-centric approach
- Slide 348: ROS is for the future of all, celebrating people
- Slide 349: To give value, we chose a distinct approach
- Slide 350: Concept 1 front face : 'How to Manage Your Finances' hook
- Slide 351: Concept 1 : front face: How to manage your finances
- Slide 352: Concept 1 : back face: 15–20 minute value read
- Slide 353: Concept 1 : back face guidance: & margins
- Slide 354: Concept 2 : front face: bracketed message variants
- Slide 355: Concept 2 : front face: petition messaging examples
- Slide 356: Concept 2 : oversized QR call-to-action
- Slide 357: Packaging colorways : artwork and ink options
- Slide 358: Order details : bag with order summary placeholder
- Slide 359: Order details : attached order card with barcode
- Slide 360: Order details : handwritten and color variants
- Slide 361: Order details: invoice summary requirement
- Slide 362: Order details designed for any language
- Slide 363: Order label with handwritten address
- Slide 364: Order label : olive artwork variant
- Slide 365: Order label : brown tree variant
- Slide 366: Order label : green stripe variant
- Slide 367: Order label : teal camo variant
- Slide 368: Order details : barcode and ID alternatives
- Slide 369: Grid of approved color and artwork combinations for the order
- Slide 370: Order label application on carry bag
- Slide 371: Kraft paper retail bags with bold R()S logotype
- Slide 372: Close-up of paper bag with 'Order Details' tag
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