Page 192 - Kaleidoscope Academic Conference Proceedings 2024

2024 ITU Kaleidoscope Academic Conference

• Maintain brand integrity: Present a cohesive and 6.4 Logo
compelling brand presence to both national and
global audiences. A logo is a graphic mark. Emblems are used to aid
and promote public recognition and identification. It
6.1 Colors serves as a self-explanatory image that people can use
to connect with their respective brands. A good logo
Colors are one of the most important aspects of is instantly recognizable, memorable, and closely
website design. Colors are used to attract attention, connected with the brand’s core values and ideas.
differentiate things, express meaning, drive • Identity System: The state emblem of India
conversions, and drive brand generation. Color represents the identity of the government
allows users to notice and identify objects in a space. website and must be used in a consistent manner
Guidelines under this heading define the color across all platforms.
palettes available for various types of citizen-facing • Logo Lockup variation: The principles of
digital platforms. lockup are designed to ensure flexibility across
• Primary Palette: This represents the primary different platforms.
functions and objectives of the entity. • Color variations: This varies according to the
• Functional Palette: The functional palette is for selection of the palette.
application across functional elements of the • Generic Branding: Headers and footers - various
digital platforms, such as text, background, etc. design patterns for headers and footers have
been developed for further selection and
6.2 Icons and styles application.

Icons and styles are visual representations of specific 6.5 Imagery
objects. Icons are used as distinctive elements for
navigation on a website to make it easier to locate and In digital branding, imagery plays an essential role.
follow certain information on the website and draw From websites to apps, it shapes user experiences and
attention to a particular interest element of the reinforces the brand identity. DBIM outlines
website. recommendations to select, create, and implement
• Functional Icons: These are patterns of globally imagery for cohesive visual storytelling across all
recognized symbols that maintain consistent digital properties of the different government entities.
meanings across different platforms. • Technical considerations in terms of file size,
• Contextual Icons: set of icons that are contextual alternative text, permissions and licensing,
to the various functions performed by headshots.
government entities and their schemes, • Best Practices & Recommendations in terms of
programs, or service offerings. colors, lighting, composition focus and
• Style variation: only one icon style must be used sharpness, subject and story, perspective, and
across the digital platform to maintain simplicity.
consistency.
• Icon Sizes: Using multiple standard sizes 6.6 Content
ensures consistency while adapting to different
contexts and screen sizes. This describes fundamental recommendations for all
digital properties, emphasizing the principles
6.3 Typography essential for structuring and styling the content. It
ensures consistency in brand identity and enhances
Typography represents arrangements of texts and the user experience.
letters to make them legible and visually appealing to • Content strategy: this includes content
the reader. Typography involves font style, grouping, identification of personas, and
appearance, and structure, which ultimately aim to information architecture.
convey specific messages. Typography brings the text • Content creation and formatting: This consists
to life and ensures effective usage. The of tone of voice, language check, writing
subcomponents are: styles, formatting, etc.
• Typeface and styles • Content Categories and Grouping
• Multilingual support • Content life cycle: Establish a systemic
• Type scale, color, and pairing procedure for reviewing, updating, and
archiving content to ensure it remains accurate
and relevant.
• Central Information Publishing System: to
display uniform and consistent content from a

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