TABLE OF CONTENTS INTRODUCTION SOUTH ASIAN BUDDHIST HERITAGE: PAST, PRESENT AND FUTURE...........................................................................1 GUIDELINES FOR A COMMON BRAND IDENTITY FOR THE BUDDHIST CIRCUIT IN SOUTH ASIA OBJECTIVES AND AUDIENCE...................................................................................................................................................2 WHY A COMMON VISUAL AND BRAND IDENTITY?...........................................................................................................2 METHODOLOGY FOR THE CREATION OF THE BRAND IDENTITY.................................................................................3 NOMENCLATURE...........................................................................................................................................................................4 ELEMENTS.......................................................................................................................................................................................6 Inner Circle Symbol.............................................................................................................................................................. 7 Outer Circle Symbol.............................................................................................................................................................8 Inner Circle Motto.................................................................................................................................................................9 Outer Circle Motto................................................................................................................................................................9 Color....................................................................................................................................................................................... 10 Typography and Script....................................................................................................................................................... 11 Variations.............................................................................................................................................................................. 14 APPLICATIONS..............................................................................................................................................................................17 DON’TS.......................................................................................................................................................................................... 23 THE BUDDHIST CIRCUIT IN SOUTH ASIA INTRODUCTION SOUTH ASIAN BUDDHIST HERITAGE: PAST, PRESENT AND FUTURE South Asian Buddhist heritage is indisputably one of The communities residing in and around the sites the most important in the world. A number of sites are therefore often excluded from the economic and locations currently dispersed across the region and social benefits of such heritage, diminishing their are directly linked to the historical Buddha’s life and sense of ownership and role in the stewardship of the spread of his philosophy around the world. the sites and their surrounding sacred landscapes. Despite the significance of this unique heritage and As a result of the lack of a common identity, integrity the fact that around 500 million Buddhists worldwide and local linkages, the South Asian Buddhist Circuit strive to visit these most sacred sites in their lifetime, remains highly uncompetitive in comparison to the Buddhist Circuit as one integrated whole has not similarly significant pilgrimage routes around the been successfully developed. world. Visitation is limited and opportunities for job creation and revenue generation for local One of the issues is the lack of a common identity, communities are generally missed. As of today, an engaging interpretation and linkages between only 0.005% of Buddhists actually visit the sacred sites and locations across the region. Previous Buddhist sites of South Asia. investments in Buddhist destinations have been largely limited to the site level in their scope, without Acknowledging these challenges and untapped locating the sites in their broader historical contexts opportunities, South Asian countries have shown and landscapes through, for instance, the provision a commitment to establishing and applying an of physical and interpretative connections with other inclusive approach to the development of the significant Buddhist sites across countries and the Buddhist Circuit as a holistic pilgrimage route region. The resulting interventions and attractions and tourism product across the region. today offer the visitor only a narrow understanding To achieve that, a series of actions are being taken of Buddhist heritage and fail to establish an overall including (i) the formulation of a shared vision identity for this wealth of assets, weakening its and brand identity, (i) the establishment of a multi integrity as a unique asset not only for spiritual stakeholder platform for planning, decision-making enrichment, but also for development in South Asia. and management, (iii) the preparation of action In addition, previous investments have not plans for the provision of sensitive infrastructure established socioeconomic linkages between and services and (iv) improvements in regulatory Buddhist assets and local communities, focusing frameworks and business environment for increased instead mostly on small-scale beautification and ad- private sector investment in the Buddhist Circuit hoc site improvements. in South Asia. 1 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY OBJECTIVES AND AUDIENCE These guidelines are offered as a practical tool for Ultimately they are expected to enhance the the use of a coherent brand for Buddhist sites and positioning of the Buddhist Circuit in the regional destinations within the Circuit and across South Asia. and global tourism and pilgrimage market. These guidelines are tailored to all public entities The guidelines draw on scholarly research and intending to use any elements of the brand consultations as well as the findings of destinations identity as part of investments and/or activities in profiling and market demand analysis. During its Buddhist destinations in the region in all of their formulation, several other guidelines for brand potential applications. They should also guide usage have been reviewed to ensure the guidelines any private entities authorized by the Ministry incorporate global standards and learnings from of Tourism, Government of India, and other other similar experiences already in place worldwide. associated government agencies in the region to utilize elements of the identity for promotion of the inner and/or outer circles, or the Buddhist Circuit and its related products as a whole. The use of the guidelines seeks to ensure that all graphic, interpretative and even service delivery and architectural efforts to develop and promote the Buddhist Circuit are designed and implemented consistently in line with its unique identity. WHY A COMMON VISUAL AND BRAND IDENTITY? Currently, South Asian countries depend on A common brand identity for the Buddhist Circuit fragmented visual identities and unrelated branding is thus offered to contribute to enhance people’s strategies that do not adequately represent Buddha’s understanding of the content and value of these teachings and life in South Asia, nor tie the countries’ assets and their surrounding landscapes, stories most significant Buddhist assets and destinations and people from a historic, spiritual, economical together as a connected, thematic pilgrimage route and cultural perspective, while better positioning and tourism product. the Circuit as a consolidated tourism product in the region and globally. Therefore, a strong, recognizable brand identity is required to unite the many parts of this multi- location, multi-experience route and leverage its true potential, the Buddhist Circuit requires a strong, recognizable brand identity. Many types of audiences travel through the dispersed Buddhist Circuit locations, each of which has its own set of sites to visit. Some people visit all the Circuit locations and their main sites, while others visit only a small portion. Regardless of where their journey takes them, visitors should sense and understand the sites and destinations they explore as one part of a larger, cohesive whole. 2 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY METHODOLOGY FOR THE CREATION OF THE BRAND IDENTITY The brand identity is a distillation of core concepts, Consultations were also carried out with synthesized into highly recognizable imagery. policy makers, private investors and local It was developed in a manner that is sensitive to and scholars, monks, nuns and communities beneficial for the sanctity of the Circuit’s history, sites, to ensure relevance and ownership. landscapes, and people, while enhancing visitor The next step entailed further research into understanding of the Buddha's teachings and life. Buddhist elements, imaginings, colors and stories, Following global standards and exemplary global as well as the linkages between them and their practices in route and circuit development, the significance across various Buddhist groups. creation of the brand identity entailed a series of Based on this comprehensive documentation and actions from scholarly research to reconnaissance consultative process, initial design concepts for visits and validation with stakeholders. the brand identity were prepared and shared with Its creation started with a scholarly research Buddhist scholars and monastics for feedback on from eminent academics on Buddha’s teachings the identity element as well as of its constituting (Sutras, Tripițakas and Vinayas) as a way of providing parts—its imagery, colors, wording and script. the necessary textual references concerning the With feedback incorporated, the final, refined life of the Buddha and any other relevant designs were shared back with these stakeholders historical detail. In addition, reconnaissance for their final consideration and approval visits to some of the main places associated with Buddha’s life were conducted. Resulting maps and a conceptual framework were presented to Elders and Monastics for review and validation of their accuracy and authenticity. 3 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY NOMENCLATURE The brand identity captures and promotes the 33 Sites refer to individual places of sacred, places and experiences that are most respected historical, natural and/or cultural importance and recommended by Elders, devotees, to Buddhism’s past, present and future. and locals, among other stakeholders. A physical route, the Buddhist Circuit follows in As a pilgrimage route and tourist product, the the footsteps of the historical Buddha. According Buddhist Circuit aims to take Buddhists and to the Sutras, in the 45 years of teachings other visitors on a variety of journeys: personal, that followed his enlightenment in Bodhgaya, spiritual, cultural, ecological. No matter where the Buddha wandered an area equivalent to those journeys will begin or end, they are 200,000 square kilometers – from the Himalayan expected to offer discoveries both of the self foothills in the north to the southern edge of and of the countries, landscapes, histories and the Ganges watershed; from Kankjol at the people through which they pass and experience. Bangladesh border in the east to Mathura in the west – meeting as many people as possible. To this end, a clear system of naming for the different components of the Buddhist Circuit Of all of them, eight sites represent the birthplace is essential, given its complex nature as a and earliest development of Buddhism. They form multi-location, multi-experience route. The the “inner circle” of the Buddhist Circuit. As per guidelines adopt the following nomenclature: the Maha-Parinibbana Sutta “there are four places, the sight of which will arouse strong emotions 33 The Buddhist Circuit indicates the multi- in those with faith. Here [Lumbini in Nepal] the location pilgrimage route and tourism product Tathagata was born. Here [Bodhgaya in Bihar encompassing the “inner circle” and the Ashokan in India] the Tathagata attained enlightenment. and Silk road layers of the “outer circle”. Taken as Here [Sarnath in Uttar Pradesh in India] the a whole, it is a destination and product in itself. Tathagata set in motion the wheel of the 33 Locations refer to the towns and cities along Dharma. Here [Kushinagar in Uttar Pradesh in the Circuit, each of which comprise of multiple India] the Tathagata attained final Nirvana. And historical, natural, cultural and living sites. the monk, the nun, the layman or laywoman who has faith should visit these places”. The “inner circle” consists of eight key sites that 1 represent the birthplace and earliest development of 7 4 Buddhism in South Asia 8 6 3 5 2 1 LUMBINI 2 BODHGAYA 3 SARNATH 4 KUSHINAGAR 5 RAJGIR 6 VAISHALI 7 SRAVASTI 8 SANKASIA 4 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY NOMENCLATURE Four additional sites in the region are linked to Along these routes, many Chinese scholars, Buddha’s other significant life events: Rajgir and pilgrims and missionaries would further spread the Vaishali in Bihar and Sravasti and Sankasia in Uttar word of Buddhism across and beyond the region, Pradesh. Rajgir is where he was first offered land erecting monasteries and statues, inscribing rock for the Sangha. Vaishali is where he ordained faces and sharing the teachings of the Buddha. nuns for the first time. Buddha spent 24 rain Most notably, in the 5th and 7th centuries AD the retreats teaching in Sravasti. And in Sankasia he Chinese scholars Faxian and Xuanzang traveled returned to earth after teaching his mother. the Silk Road from China to India, collecting Buddhist texts and teachings for translation and From the inner circle, Buddhism spread across South dissemination in China, Japan and Korea. These Asia and beyond, carried by devotees, scholars places, associated with the spread of Buddha’s and rulers. The Mauryan Emperor Ashoka (270 to teachings both within and beyond South Asia, 233 BC) left behind a legacy larger than that of shape the “outer circle” of the Buddhist Circuit. any Indian ruler. He shaped his empire based on Buddhist precepts, erecting pillars across the region – in India, Nepal, Bangladesh, Afghanistan, Pakistan and Sri Lanka – inscribed with encouragements to his subjects to live in harmony with one another. His legacy contributed substantially to the spread of Buddhism across Asia through the Silk and Spice Routes, some of the oldest trading routes in the world, connecting Persia with India and China. The “outer circle” consists of places associated with the spread of Buddhism within and beyond South Asia MAURYAN EMPIRE INNER CIRCLE OF THE BUDDHIST CIRCUIT SILK ROAD 5 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY 2-line lockup // inner circuit // expanded // destinations ELEMENTS Consistent application of the logomark and its The brand identity comprises of seven elements: elements across all potential applications is essential • Inner circle logo to ensure that visitors recognize the Circuit sites within their individual contexts but also as one part of • Outer circle logo a larger, cohesive whole. • Inner circle motto • Outer circle motto Applications include architectural, graphic, spatial, • Color landscape, and interpretive elements of the inner circle, as well as graphic and interpretative elements • Typography and script of the outer circle. • Variations To ensure its consistent use across all applications, INNER CIRCUIT BRAND MARK - OPTION B the brand identity is presented in terms of its constituting parts, each of which is to be applied according to these guidelines. Brand identity refers to the complete system of Symbol logos, symbols, word-marks, Logo color, typography & script, (vertical) and the variation system. Logo refers to the combination of a symbol and a word-mark. Word-mark 2-line lockup // inner circuit // expanded // motto Symbol refers to either the inner circle symbol of the Buddha’s footsteps or the outer circle symbol of the Dharmachakra and lotus. Word-mark refers to the stylized text graphic that “inner circuit” brand mark accompanies the symbol Throughout the inner circuit, the Buddha’s footsteps serve as both a guiding path through Buddhist teachings and a grounding connection to the specific places and moments of his journey. With its roots in historical Buddhist iconography, the footprint is also a universal motif for different variations. familiar to a wide range of visitors of diverse backgrounds and beliefs. Symbol Word-mark 29 Logo (horizontal) Logo parts explained using the Inner Circle logos as an example. 6 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS INNER CIRCLE LOGO Throughout the inner circle, the Buddha’s footsteps INNER CIRCUIT BRAND MARK - OPTION B serve as both a guiding path through Buddhist teachings and a grounding connection to the specific places and moments of his journey. With its roots in historical Buddhist iconography, the footprint is also a universal motif familiar to a wide range of visitors of diverse backgrounds and beliefs. 7 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS OUTER CIRCLE LOGO Throughout the outer circle, the Dharmachakra serves OUTER CIRCUIT BRAND MARK - OPTION B as a symbol of the interconnected nature of the entire Buddhist Circuit. Radiating from the Buddha’s origins in South Asia, it connects everyone around the world who follows Buddhist teachings or is interested in discovering more about Buddhism. 8 THE BUDDHIST CIRCUIT IN SOUTH ASIA THE BUDDHIST CIRCUIT IN SOUTH ASIA DESIGN THE GUIDELINES BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY BRAND DESIGNIDENTITY // BRAND GUIDELINES MARK // LOCKUPS ELEMENTS BRAND IDENTITY // BRAND MARK // LOCKUPS INNER CIRCLE LOGO WITH MOTTO 1-line lockup // inner circuit // motto The motto developed for the inner circle, “Walk in the footsteps of the Buddha”, may be used in conjunction 1-line lockup // inner circuit // motto with the basic inner circle mark in the given format to further add to the sense of a journey through the Circuit. OUTER CIRCLE LOGO WITH MOTTO The motto developed 1-line for the lockup // outer outer circuit circle, “Inner and // motto outer journeys through South Asia”, may be used in conjunction with 1-line the lockup //basic outer // outer circuit circle mottomark in the given format to highlight specific locations, countries or regions along the Circuit. 9 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS COLOR A study on the predominance and significance of From the rich red, maroon and orange tones of the certain colors in the Buddhist traditions generated robes of Buddhist monks and nuns used in the logo, a “Buddhist rainbow”—a spectrum of spiritually to the white of flowers offered in devotion used significant, warm and inviting colors that are for text, the Buddhist Circuit’s color inspiration is consistently seen across the sites of the Circuit from incorporated throughout the brand identity. which the colors of the logo (and its “system”) were Black and white version of the logo and its variations drawn. THE BUDDHIST CIRCUIT IN SOUTH ASIA are provided in case of monochrome products, as DESIGN GUIDELINES shown below. BRAND IDENTITY // ATTRIBUTES: COLOR PALETTE AND TYPOGRAPHY BRAND ORANGE C:0 / M:80 / Y:100 / K:4 G:230 / G:86 / B:33 PMS 166 BUDDHIST RAINBOW 6 RAA 10 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS TYPOGRAPHY AND SCRIPT The typefaces selected for the Buddhist Circuit are Lato for Latin script and Mukta for Devnagari script. Both typefaces are available online as open source fonts. TYPE SPECIMEN Lato Mukta LATIN LIGHT DEVNAGARI LIGHT 12 PT 12 PT "Whatever Dhamma and Vinaya I have pointed out "यह सम्भव है की कुछ अब सोचें की 'हमारे शिक्षक अब अतीत में and formulated for you, that will be your Teacher चले गए हैं और अब अब हमारा कोई शिक्षक नहीं।' लेकिन ऐसा नहीं when I am gone." (Mahaparinirvana Sutta, [D.16]). सोचना चाहिए, आनंद, जो भी प्रशिक्षण या मार्गदर्शन मैंने दिया है, मेरे मरणोपरांत अब वही तुम्हारा शिक्षक है।" कुछ समय में उनका This Sutta is incorporated in Sutta Pitaka of देहांत हुआ और फिर उनके शरीर को देह-संस्कार के लिये तैयार किया Theravada Buddhism. This longest Sutta of the Pali गया। दाह-संस्कार के बाद वस्तुओं को आठ स्मारकों में स्थापित Canon concerns the end of Gautama Buddha's life - करा गया। his parinibbana, also called mahaparinirvana or simply parinirvana. LATIN BOLD DEVNAGARI BOLD 12 PT 12 PT “Whatever Dhamma and Vinaya I have pointed "यह सम्भव है की कुछ अब सोचें की 'हमारे शिक्षक अब अतीत out and formulated for you, that will be your में चले गए हैं और अब अब हमारा कोई शिक्षक नहीं।' लेकिन Teacher when I am gone." (Mahaparinirvana Sutta, ऐसा नहीं सोचना चाहिए, आनंद, जो भी प्रशिक्षण या [D.16]). मार्गदर्शन मैंने दिया है, मेरे मरणोपरांत अब वही तुम्हारा शिक्षक है।" कुछ समय में उनका देहांत हुआ और फिर उनके This Sutta is incorporated in Sutta Pitaka of शरीर को देह-संस्कार के लिये तैयार किया गया। दाह-संस्कार के Theravada Buddhism. This longest Sutta of the बाद वस्तुओं को आठ स्मारकों में स्थापित करा गया। Pali Canon concerns the end of Gautama Buddha's life - his parinibbana, also called mahaparinirvana or simply parinirvana 11 BRAND IDENTITY // WORD MARK SYSTEM THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY adaptive word mark system // 1-line lockup // multiple languages ELEMENTS Hindi + English TYPOGRAPHY AND SCRIPT The languages used are Hindi (Devanagari script) and English. Other languages can be added through the buddhist circuit a mobile digital layer, depending on the audiences to be targeted. Hindi + Thai Hindi + Japanese Hindi + Bahasa / Malay Hindi + Mandarin / Cantonese 12 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY adaptive word mark system // multi-line lockup // motto // multiple languages ELEMENTS Hindi + English Hindi + Thai Hindi + Japanese Hindi + Bahasa / Malay Hindi + Mandarin / Cantonese 13 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS VARIATIONS Five pre-defined variations are permitted to maximize brand usage across all potential applications. Symbol only The symbols of the inner circle and the outer circle may be used without the word-marks or motto in certain applications of the brand identity. Logo The inner circle and outer circle logos may be presented in 2 configurations, horizontal or vertical. 14 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS Logo with motto The inner circle and outer circle logos may be presented together with their mottos in two forms, 2-line lockup 2-line lockup // // inner inner circuit circuit // expandable system // expandable system 1-line or 2-line. Destination-specific logo Versions of the logo that allow for specification of a Circuit 2-line destination 2-line lockup arecircuit inner lockup // // inner also provided. circuit // expanded // // destinations expanded // destinations 2-line lockup 2-line // inner lockup // circuit // inner circuit // expanded expanded // // motto motto 2-line lockup 2-line // expanded lockup // // message expanded // message 15 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY ELEMENTS Themed logo A “message” may be added to the logo, presenting details 2-line of any lockup //important expanded related event. // message 31 16 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS Buddhist Circuit logos for the inner circle and outer circle have been developed with the following potential applications in mind: • Print: The Buddhist Circuit logos and variations may be used on all informational and promotional print materials relating to the Circuit (e.g. maps, brochures). The logos may also be used in relevant stationery (e.g. letterheads, envelopes, business cards), by the Ministries of Tourism across South Asia. • Online, mobile and audiovisal: The logos may be used in all websites relating to the Circuit. The brand identity may be adapted for mobile and audiovisual interfaces as well. • Architecture and landscape: The inner circle and outer circle symbols may be applied directly on buildings and the landscape. Visitors Centers, for instance, may have a sculptural feature that displays the symbols at their entrance. • Site interpretation: Informational signage and interpretative materials (e.g., information boards and signage at site entrances) in Buddhist Circuit sites should display relevant symbols. • Private Services and Merchandise: Non-governmental and private entities may be allowed to use selected elements of the brand identity for related services and products. The following guidelines describe the permitted usage of the brand identity elements for each of the above applications. 17 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS PRINT Variations All variations of the brand identity may be used in print applications. Minimum size and resolution 15mm The symbol only variation should be printed no min. smaller than 15mm diameter. The vertical configuration of the logo should be printed no smaller than 75mm in width. The horizontal configuration of the logo should be printed no smaller than 60mm in width. All digital files to be used for printed material should be no less than 150dpi in resolution. Recommended sizes The minimum sizes recommended are for use in documents of A4 size and smaller. Logos should be scaled proportionally when used on larger print products. 75mm min. Spacing, Color, Background The logos should be clearly visible on a page. Sufficient spacing should be provided and logo should be placed on plain backgrounds of either light or dark color. Black and white variations should be used against mid-tone backgrounds or when printing in black and white. Logos shall not be placed on top of busy backgrounds. Resources and templates 60mm min. Files in .png and .svg format are provided for all variations in color, black and white. Raster files (.png) are provided in multiple sizes. *Inner circle symbol and logos shown above as examples. Same applies to outer circle symbol and logos, and to the other five variations of each. 18 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS ONLINE, MOBILE & AUDIOVISUAL Variations All variations of the brand identity excluding the black and white variations may be used in online, mobile and audiovisual applications. 40px Minimum dimensions min. The inner circle or outer circle symbol should be no smaller than 40x40 pixels wide. The vertical configuration of the logo should be no smaller than 220 pixels in width. The horizontal configuration of the logo should be no smaller than 150 pixels in width. Spacing, background and positioning The logos should be clearly visible on a page. Sufficient spacing should be provided and logo should be placed on plain backgrounds of either light or dark color. Black and white variations should be used against mid-tone backgrounds or when printing in black and white. Logos should not be placed on top of busy backgrounds. 220px min. Mobile and Audivisual Logos may be adjusted proportionally to fit various screen types for mobile and audiovisual use Resources Files in .png and .svg format are provided for all variations in color, black and white. Raster files (.png) are provided at multiple sizes. 150 px min. *Inner circle symbol and logos shown above as examples. Same applies to outer circle symbol and logos, and to the other five variations of each. 19 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS ARCHITECTURE & LANDSCAPE Variations Recommended dimensions Only the inner circle and outer circle symbols may The symbols should measure no smaller than be used in architectural and landscape applications. 250mm in width. Symbols formed into architectural No variation of the logos that use the word-mark, and landscape surfaces should be indented a motto and/or additional text may be used. minimum of 15mm into the surface. Thickness should be scaled up proportional to width and height of Architecture and landscape applications should be symbol. Fabricated bronze symbols should also have strictly limited to use in official buildings in Buddhist minimum thickness of 15mm. Circuit locations, on signs that indicate directions to Buddhist Circuit sites, and at entrances of sites. Location and Placement Additionally, all Visitors Centres may include a Symbols may be presented adjacent to Buddhist centrally located sculptural feature that displays the Circuit site gates; at markers indicating directions to appropriate Buddhist Circuit symbol. sites; at entrances of official Buddhist Circuit related buildings. Materiality The symbols may be formed or carved directly in architectural surfaces of stucco, concrete, or stone slab. The indented surface of the symbol should be of the same finish as the surrounding material. If applying in surfaces of other materials such as wood, marble or brick, the symbols may be fabricated using bronze and securely fastened on to the surfaces. 250mm min. Minimum dimension Embossed in concrete Fabricated with bronze and mounted on brick surface *Inner circle symbol and logos shown above as examples. Same applies to outer circle symbol. 20 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS SITE INTERPRETATION Variations Placement Appropriate inner circle or outer circle symbols Introductory interpretation panels may present the should be used on site interpretation panels. No inner circle or outer circle symbols at the top left variation of the logos that use the word-mark, motto corner. Primary and secondary panels may present and/or additional text may be used. the symbols at the bottom right corner. Wayfinding panels may display the symbol at the top. Recommended dimensions The symbols should be no smaller than the height of the text in the interpretation panel. Intepretation panel type RODUCTORY PANEL Placement of symbol se interpretive panels are located at the entrance to sites, may incorporate DUCTORY PANEL a map of the multiple site components. ynterpretive 1. 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THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY APPLICATIONS PRIVATE SERVICES AND MERCHANDISE The Ministry of Tourism, Government of India, may permit the use of elements of the brand identity by certain private entities involved in promoting the Buddhist Circuit. These may include, for example, tour operators or travel agents, producers of Buddhist-themed merchandise and publications, service providers along the Circuit, etc. Below are some examples of themed merchandise. 22 THE BUDDHIST CIRCUIT IN SOUTH ASIA GUIDELINES FOR A COMMON BRAND IDENTITY DONT’S In addition to the usage guidelines presented here, users of the logo should note a few specific ways in which the logo should not be used. xx Don’t edit, crop or reconfigure any elements of the logo. xx Don’t adjust the proportions of the logo. Any resizing must retain the original proportions. xx Don’t change the orientation of the logo. xx Don’t apply any effects to the text or whole of the logo (e.g. shadow, bevel, glow) xx Don’t overlay the logo on a white box if the background of the material is dark. xx Don’t create a border around the logo. xx Don’t adjust the colors of the logo beyond the permitted adjustments specified in this document. xx Don’t place the logo on a similarly-colored background or on a very busy background. xx Don’t reproduce the logo from previously printed materials. 23