Brand Guidelines
are available only on computer or iPad screens.
Brand Guidelines
1. Values
Samadeva visual identity's main purpose is to make any Samadeva designs accurately and truly reflect its core values. Here are they.
1. Humaneness
In an era when everything is automated we believe that the most important is the development of human qualities: his physical health and well-being, harmonious relations with other people and his spiritual dimension.
2. Respect
Respect for the person, respect for all things in the world and directions of thought without imposing one's opinion. The other is as important as I am.
3. Kindness
External account. Polite speech. To be in the service of the best in man. Non-violent relationships.
4. Simplicity
Simple techniques. Simple communication with teachers.
5. Universality
Inclusion of each with all the differences. The ability to combine any methods, any levels, integrate both traditional and modern scientific and psychological knowledge.
6. Mindfullness
Methods that allow you to cultivate attentive attidtude towards yourself and others. Mindfullness and presence are the fundamental elements of human evolution. Understanding of what I want, of my goals, in order to become the master of my life.
2. Moodboard
To use Samadeva visual identity correctly start not with intellectual understanding but with emotional immersion. These pictures help to feel what Samadeva is about.
Serenity, lightness and softness
Clean and structured
Ancient traditions of wisdom
3. Logotype
In 2017 Idris Lahore chose a new symbol for Samadeva — stylized 'S' letter.

The meaning of the logo:
Spiral as the principle of evolution
The cosmic law of our galaxy
The open heart of Chinese calligraphy
'S' is the first letter in Samadeva and Samara
1. Full version
2. Logomark only
These are three allowed versions of Samadeva logotype.
3. Small size version.
Recommended to use when descriptor is not readable because of small size.
For example like this:
Logotype requires empty space around to keep it readable. No other elements could be placed inside safety zone.
4. Typography
This is the one and only typeface used in Samadeva visual identity. It makes Samadeva look contemporary and fresh.
Noir Pro Regular is only typeface used in Samadeva visual identity. No other weights are allowed.
More than personal development — an essential development.

Founded in 2002 by Idris Lahore, the Free University of Samadeva is a private educational institution directed by Ennea Tess Griffith and 6 co-founders, and assisted by a team of around twenty people, a team that is being extended more and more through the increasing number of partners in the different regions of France and abroad where the trainings are offered.
Noir Pro Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
In order to emphasize headlines make it black while main text is grey.
IMPORTANT HEADLINE

Founded in 2002 by Idris Lahore, the Free University of Samadeva is a private educational institution directed by Ennea Tess Griffith and 6 co-founders, and assisted by a team of around twenty people
Don't use capitals if there's no need in it. If you need to make an accent in text please use font size and/or empty space around, not capitals. Small capital headline are ok if needed.
Important headline
Founded in 2002 by Idris Lahore, the Free University of Samadeva is a private educational institution directed by Ennea Tess Griffith and 6 co-founders, and assisted by a team of around twenty people
Important headline
Founded in 2002 by Idris Lahore, the Free University of Samadeva is a private educational institution directed by Ennea Tess Griffith and 6 co-founders, and assisted by a team of around twenty people
NOT SO IMPORTANT HEADLINE
5. Colours
Samadeva's main colour is white — colour of purity and clarity. Text is black and grey. Other colours used for accent and inspired by ancient Persian carpets.
Black
RGB 0/0/0
CMYK 0/0/0/100
#000000
White
RGB 255/255/255
CMYK 0/0/0/0
#ffffff
Grey
RGB 133/133/133
CMYK 0/0/0/70
#858585
Terracota
RGB 145/62/58
CMYK 30/80/70/33
#9e332e
Wet Sand
RGB 170/126/100
CMYK 27/47/58/20
#a97d64
Lilac
RGB 88/59/103
CMYK 74/84/31/21
#573d66
Purple
RGB 115/49/77
CMYK 43/84/38/40
#73314d
Milky Green
RGB 84/142/127
CMYK 70/27/53/10
#568d7e
Milky Turquoise
RGB 110/168/169
CMYK 62/20/35/3
#71a8a8
Smoky Blue
RGB 59/92/123
CMYK 69/39/9/43
#3c5d79
1
2
3
4
5
6
7
8
9
10
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
White colour symbolizes a pure space and it is always the only correct background for any of Samadeva's designs.

Black and grey are the colours for logotype and text.
If there is a need to use non black-and-white colour then Terracota is a right choice.


All other colours could be used freely if needed.
6. Imagery
Photographs are the main images used in Samadeva visual identity. These are not staged photos but pictures of real classes. We don't veil what we do and don't try to look better than we really are.
People in the photos are smiling and centered (their energy is not wasted on external things). This is how the qualities of presence and mindfullness are expressed.
Photographs also show people's relations, respectful communication, exchange of thoughts and ideas, and attentive listening of each other.
Idris Lahore photograph
In promotional materials please use the official photo.
Photographs are used in all communication materials, but for Samadeva products such as CDs, DVDs and books images of ancient or abstract art can be used.
Art instead of photo
7. Pattern
It is an essential part of Samadeva visual identity. It is responsible for the spirit of ancient Eastern and Western traditions of wisdom which are the source of Samadeva techniques.
Ornament is used as a wide line with one rough edge fixed to top, bottom, left or right sides of layout.
Here is a set of patterns any of which could be used freely.
Layout for using ornament is simple. It is always fixed on the one of the four sides of layout and has one rough edge. Here is a vector file with edge that you can use to make your mask in which you put the pattern.
This file can be used as seamless. So if long line is needed you can just repeat this edge mask.
Here are examples of using edge on the different sides of layout.
8. Layout
Margins
Absolute margins are based on a proportion of:
- 1/10 of the horizontal and square document's width;
- 1/14 of the vertical document's width.


These absolute margins are constant and apply to layouting images, texts and logos in print and web applications.

This margins rule is not applicable to the ornament edge which is used always without any margins.
Proportion of the ornament edge
9–14%
9–14%
9–14% of the document width for vertical layouts.
9–14% of the document height for horizontal layouts.

Text never overlaps picture.
Ornament overlaps image when using image full bleed.
Overlapping
Texts are always aligned left (ragged right). Headline text starts always from the top left corner and grows towards the bottom until the margins. Depending on the context, they can also be centered.
Alignment
9. Examples
10. Keeping it simple
1. No unnecessary icons.
2. No unnecessary decorations.
3. No unnecessary colours.
Thank you