Page 190 - Kaleidoscope Academic Conference Proceedings 2024

2024 ITU Kaleidoscope Academic Conference

information and services. However, amidst this rapid sectors who are primarily working in website-related
growth, there is a noticeable lack of a consistent user areas like design patterns, website development,
experience and uniform branding across government website deployment, user interface and user
platforms. Consequently, there is a recognized need experience, information security, etc. The Chief
to harmonize the government's digital footprint across Information Officers from selective ministries of the
all channels. The harmonized footprint will invoke Government of India have also been consulted for
higher trust and create better recall value for the their valuable inputs. The five major areas have been
citizens. It will facilitate simplified citizen interaction identified for study: corporate branding, international
by enabling easy discovery of content and services. A government branding guidelines, national guidelines
proper design guideline for government websites is and design systems, international guidelines, and
crucial to allow a smooth interaction across all national government websites. The details of this
websites. A good website should contain multiple study are described in the next section. Multiple
vital elements like an intuitive interface, discussions and deliberations were conducted after
contemporary design, easy navigation, easy-to- the conclusion of the guidelines. The final guideline
understand content, optimized graphics, multimedia is compiled in the form of a manual called the Digital
and performance [7]. Brand Identity Manual (DBIM).

3. OBJECTIVE OF DIGITAL BRAND 5. STUDY
GUIDELINES
The following are the five areas selected for study and
The objective of having www.gov.in as the root in the for collecting information to develop design and
digital ecosystem for government websites is to branding guidelines for Indian government websites.
conceptualize a harmonized digital footprint for the These 5 selected areas have been selected with
government, ensuring a seamless and unified consideration of national and international
government websites and the branding of famous
experience for users. By providing one branding, one brands.
digital system, and one experience, www.gov.in
intends to simplify the user journey for citizens 5.1 Corporates
seeking government services and information.
Positioned as an embedded entity in the search and Approach to brand-related policies, visual elements,
access process, www.gov.in will serve as the and messaging: As a use case, Facebook has been
harmonization layer, bringing clarity to the studied from the perspective of brand asset guidelines.
The major considerations for corporate branding with
abundance of information.
the observations are as follows:
The need to create a single gateway to all government • Color palette: Bold and profound colors are used
services through a user-centric, unified, and seamless for the primary palette, while hues of gray are
digital ecosystem and To bring about harmonization used for the secondary palette. Brand colors of
in the ecosystem, there is a need for a root that products are inspired by their perceptive values.
anchors the process. www.gov.in to act as this root • Typography: Typeface offers a modernist,
and drive this initiative while placed at the apex level inclusive, and warm outlook. Heading and body
of the tree structure for digital systems as part of text have a variation of the selected typeface.
ministries, departments, and technology products. • Use of components: components are designed
The following building blocks have been envisaged and tested on the basis of use cases and design
to enable the harmonization layer for the digital templates.
footprint:
• Digital Brand Identity Manual (DBIM) and • Tone of voice: Use of inclusive language that
Experience Toolkit also aligns with the brands’ overall messaging
strategy.
• GOV.IN and Centralized Content Management • Iconography and logo: Logos and icons follow
System a pre-specified scale and size. Testing of logos
• Centralized Content Publishing and text was conducted on different use cases.
• Central Dashboard and Analytics
5.2 International Government Branding
4. METHODOLOGY Guidelines

For the development of design guidelines for Indian Approach to defining identity and connectivity with
government websites, a detailed study was conducted citizens. As a use case, Coca-Cola brand guidelines
by involving experts from the government and private

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