Chapter 02

§2

Branding & design guidelines

Deep, dignified royal purple for trust and heritage, lifted by a warm saffron-gold flame for energy and aspiration — on a soft cream page. One typeface: Figtree.

2.0

Official Brand Communications Manual (v1.0.3)

The Group-issued Brand Communications Manual is the authoritative source for logo construction, exclusion zones, Pantone/CMYK values, stationery, uniforms and print collateral. This web kit adapts it for social media — where the manual and this kit differ (e.g. web typography), the manual wins for print and the kit wins for digital.

Download Brand Manual (PDF, 13 MB)

Print colour values — Pantone / CMYK

Role	Colour	CMYK	Pantone
Primary	Deep Indigo	C70 M85 Y17 K35	PANTONE 2617C
Primary	Burnt Golden Yellow	C0 M55 Y100 K15	PANTONE 138C
Secondary	Light Indigo	C42 M44 Y20 K0	PANTONE 666C
Secondary	Light Golden Yellow	C0 M15 Y70 K0	PANTONE 1225C
Grayscale primary	Black / 70% Black	K100 / K70	—

Use these on any printed collateral. The hex values below the print table are the digital equivalents used across web and social.

Logo construction — from the manual

Standard measure: the height of the “J” = x. All spacing derives from it.
Exclusion zone: minimum x/2 clear on all four sides.
Campus name height: half of x, set beneath the master lockup.
Recommended print sizes: A5 → 40mm · A4 → 55mm · A3 → 80mm logo width, placed with matched top/right margins (7.5 / 10 / 15mm).
Print typeface: Montserrat (headings/design), CeraGR (letters, presentations, official docs). Digital/social uses Figtree — see §2.3.

2.1

Logo usage — social & digital

Source of truth: /Jaipuria Schools/Jaipuria School Assets/All Logo/ — the Group asset library. Every campus has a logo file in there. Use yours; don’t rebuild it.

The lockup = flame mark + SETH M.R. JAIPURIA SCHOOL wordmark + your city line. Keep all three.
Files: .png (transparent) or .svg only. Never .jpg — it carries a white box. Never .cdr or .ai — request an export from Group Marketing.
Minimum size: 120px wide on digital. Below that, use the flame mark alone.
Clear space: ≥ the height of the “J” in Jaipuria, on all four sides.
Placement: Bottom-right on feed posts; top-left on Stories/Reels (below the 250px safe zone).
Backgrounds: white, cream #FAF8F5, or Night Plum #22103A only. Never on gold. Never directly on a busy photo — always over the approved 40% scrim.
Co-branding: Jaipuria logo always leads (left/top). Partner logos at 80% of Jaipuria logo height, separated by a 1px rule.

Never

Recolour · stretch · rotate · add effects · rebuild the flame in flat colour. The flame gradient is the identity.

2.2

Colour — the core palette

Lead with purple. Use gold to draw the eye to exactly one thing per creative. Accent maximum 20% of any composition.

Purples

#563F6A

Jaipuria Purple

Primary — headlines, fills, nav

#3A2548

Deep Plum

Hover / pressed / secondary surfaces

#22103A

Night Plum

Hero / footer, text on gold

Gold & flame

#EDC868

Saffron Gold

Accent — fill only, never text

#E19237

Flame Amber

Flame gradient middle

#CB6C33

Burnt Orange

Flame gradient end

#9A4E14

Deep Gold

The only gold-toned text on light

Neutrals

#FAF8F5

Cream

Page background — not pure white

#FFFFFF

White

Cards, surfaces

#2A2330

Body Ink

Body text — not pure black

Signature gradients

#EDC868 → #E19237 → #CB6C33

Flame

The logo mark itself. One hero accent per creative — no more.

#563F6A → #3A2548

Royal

Large purple surfaces, hero panels.

Verified contrast — read before using gold

Combination	Ratio	Verdict
White text on Jaipuria Purple #563F6A	9.07 : 1	✅ Pass
Cream text on Jaipuria Purple	8.56 : 1	✅ Pass
Jaipuria Purple as text on white	9.07 : 1	✅ Pass
Body Ink #2A2330 on Cream	14.34 : 1	✅ Pass
Night Plum #22103A text on Saffron Gold	10.86 : 1	✅ Pass — this is the gold button
Saffron Gold #EDC868 as text on white	1.61 : 1	❌ Fails badly. Never.
White text on Burnt Orange #CB6C33	3.66 : 1	❌ Fails. Use Night Plum instead.

The one rule people break

Gold is a fill, never a typeface colour on light backgrounds. If you need gold-toned text, use Deep Gold #9A4E14. If you need text on a gold button, it’s Night Plum #22103A — never white.

Palette reconciliation — pending brand-owner decision

These values are sampled from the official logo. Older assets (tokens.css, tailwind.config.js, and the Design_System/ folder) specify different values (Royal Purple #543562 / Saffron #E8A530, and a separate orange system #EF7F1A). This kit locks to the logo — the older files should be updated to match.

2.3

Typography — Figtree only

One typeface: Figtree. Headings and body. Free Google Font — licence covers school-level use.

Load Figtree

<link rel="preconnect" href="https://fonts.googleapis.com">
<link rel="preconnect" href="https://fonts.gstatic.com" crossorigin>
<link href="https://fonts.googleapis.com/css2?family=Figtree:wght@400;500;600;700;800;900&display=swap" rel="stylesheet">

Fallback: Figtree, system-ui, -apple-system, ‘Segoe UI’, Roboto, sans-serif

Role	Weight	Tracking	Colour
Headline	800 / 900	−0.02em	Jaipuria Purple #563F6A, or white on dark
Eyebrow / kicker	600, UPPERCASE	+0.08em	Deep Gold #9A4E14 or muted
Body	400	normal	Body Ink #2A2330

Sizing on a 1080px canvas

Headline: 48–72pt equivalent. Must be readable at feed thumbnail size.
Body / supporting: 28–36pt equivalent. Below 24pt is unreadable on mobile — don’t.
Maximum 3 type sizes per creative.
Line length: 6–8 words maximum per line.

Never

No third font. No letterspacing tricks, no all-caps paragraphs, no text on a curve, no drop shadows (use scrims instead). If Figtree won’t load, fix the load — don’t swap.

2.4

Photography direction

✓Shoot students mid-action — building, reading, presenting, competing. Not lined up and waving.
✓Shoot at eye-level with the child, not from an adult's height.
✓Use natural light. Shoot near windows; avoid tube-light colour cast.
✓Faces in focus, clean backgrounds, no clutter in frame.
✓Vertical 9:16 or 4:5. Horizontal only for YouTube and website.

Don’t

✕Rows of students on a stage shot from the back of the hall.
✕Chief-guest-holding-bouquet photos (lowest-performing format in education social).
✕Heavy filters, HDR, beauty smoothing, or AI enhancement of faces.
✕Any frame where a child's ID number, address or contact detail is legible.

Technical minimums: 1080px on the short edge, sRGB, exported at 80%+ JPEG quality.

2.5

Template discipline

Every campus receives the Group template library (Canva Brand Kit / Figma library). The rule:

✓Edit the photo, headline text, date/time, campus name.

Don’t

✕Edit the layout, logo position, colour, font, grid, or margins.

If a template doesn’t fit your content, that’s a template request — not a licence to design your own.