Unacademy Brand Book

Brandbook & Guidelines
Version 1 | October 2018
BREAKING
THE NORM

Contents—
01
02
03
04
05
06
07
08
About the Brand
Communication Guidelines
Visual Identity
Colour Palette
Typography
Illustration + Iconography
Photography + Videography
Usage
05
13
21
29
33
45
57
63

This document establishes guidelines to ensure
consistency, clarity and effectiveness in the way the
Unacademy brand is communicated. The aim is to create a
unified brand identity that will generate a high top-of-mind
recall among our users. We want to remain focussed to
build credibility among our users.
These guidelines will help all content creators within
Unacademy, third parties hired by us, and stakeholders
seeking to feature Unacademy understand our brand story,
goals and how they can strengthen our brand identity.

Unacademy Brand Book — About the Brand — 5
01 About the Brand—
The Unacademy brand stands for universal education.
Quality and innovation form the foundation on which
the brand is built.
Since its inception in 2010, Unacademy has earned
the trust and gained recognition from millions of
learners around the country. Unacademy has also
provided opportunities to several thousands of
educators to actively participate in the education
revolution it has undertaken. It is changing the way
India learns, one lesson at a time.

Brand Story—
Unacademy was started as an educational Youtube
channel in 2010 by Gaurav Munjal while he was in
engineering college. He uploaded simplistic video
tutorials to help his fellow classmates who struggled
with hard topics. The lesson he shot in 2010 on a
2MP camera raked in 20,000 views from his peers.
Unacademy was established as a platform in 2015
when co-founders Roman Saini and Hemesh Singh
came on board.
The name ‘Unacademy’ denotes an unconventional
approach to learning. It is meant to be everything
that a traditional academy is not. People can learn
whatever they want at their own pace, in the comfort
of their homes.
AN UNCONVENTIONAL
APPROACH TO LEARNING.
—

Today, Unacademy is India’s largest learning platform
that brings star educators together with millions of
students in need of quality education. The network
of registered educators and learners has steadily
grown in the last two years.
Powered by a young & dynamic team, Unacademy is
on its path to an education revolution.

Unacademy facilitates the use of
technology and tools for millions of
learners to connect with the best
educators. Students in the remotest
parts of India access our content. Top-
educators from across India specially
create content for our platform.
TO BECOME THE LARGEST
EDUCATIONAL PLATFORM BY
EMPOWERING AND ENABLING
STAR EDUCATORS TO PROVIDE
HIGH QUALITY EDUCATION.
—
INNOVATE.
ENGAGE.
EMPOWER.
—
Purpose— Mission—

Education should not be a function of language,
location or financial means. We aim to break these
barriers by building the world’s largest online
educational repository. This repository will host
content by star educators and can be accessed by
anyone looking to learn.
TO BECOME THE
GO-TO PLATFORM
TO LEARN OR TEACH.
—
LEARNERS
& EDUCATORS.
—
Vision— Target Audience—
The platform is used by learners who
are looking to learn something new or
prepare for a competitive exam. The
content on the platform is prepared
by star educators who are passionate
about teaching and good at it.

BE NICE, BE RESPECTFUL.
BE HONEST & OF INTEGRITY.
BE WILLING TO UN-LEARN, LEARN & RE-LEARN.
BELIEVE IN MAGIC.
—
Core values—

Brand Personality—
UNSTOPPABLE— We are driven by the relentless passion
to challenge the status quo.
UNCONVENTIONAL— We foster a culture of continuous
innovation to stay ahead of the game.
UNWAVERING— We focus all our efforts on empowering
great educators and inspiring enthusiastic learners.
UNBIASED— We listen and care about every user’s needs
to ensure that they succeed.

02 Communication
Guidelines—
Apply Unacademy’s voice and tone, no matter
what product, advertisement or collateral you are
creating. Our voice is a reflection of who we are.
The way we write and speak in all media is as
important as the way we look. The words we use and
the way we use them shape the Unacademy brand.

Unacademy Brand Book — Communication Guidelines — 14
BREAKING THE NORM.
—
INDIA’S LARGEST
LEARNING PLATFORM
—
Slogan—
Tagline—

ELEGANT. EARNEST. EFFORTLESS.
—
ELOQUENT. ENCOURAGING. ENGAGING.
—
How we look—
How we speak—

Our attitude is welcoming and open, yet clear and effective.
Our mandate is to help our users (learners & educators) to
achieve their goals. The language should be nurturing and
positive.
Our platform should captivate and retain our users through
its content and language.
ELOQUENT—
ENCOURAGING—
ENGAGING—
How we speak (Tonality)—

Don’t—Do— Be friendly and uplifting: Be it our correspondence
with educators or learners, we encourage our users in
their professional and academic pursuits.
Have your facts right: We are an educational platform.
We want everything we say to be verifiable and
factually correct.
Be specific and to the point: Our communication is
crisp and addresses the issue at hand or topic directly.
We are a company with specific goals and objectives
and our communication should reflect that.
Be Optimistic and exciting: We are passionate about
what we do. What we say demonstrates that.
Invite users to learn, participate and act: The tone we
use resonates with our users. Unacademy is their go-
to-destination for all their learning needs.
Get to know your audience: Our audience is diverse.
Our tone should be welcoming and inclusive.
Be disrespectful or discouraging: Everyone on the
Unacademy platform is there to contribute towards
making it a better resource. Don’t disrespect or
discourage anyone on the platform.
Overcomplicate or use jargon: Keep it simple. Avoid
confusing and ambiguous communication and the
use of technical terminology that users may not
understand.
Be preachy or boastful: We are proud of who we are
but always grounded. We are only here to educate.
Don’t patronize or speak in a superior tone of voice.
Be provocative or pretentious: Our audience is looking
for knowledge - academically relevant or educational.
Don’t share personal opinions or make controversial
comments.
Be mundane: We stand out. Refrain from sounding
boring and uninteresting.

How we look (Visual Quality)—
Our visuals should look refined, yet accessible to our
diverse user-base.
As a platform accessed by millions, our look should be
inclusive and sincere— representative of our cause.
Our imagery should be clean and effective by establishing a
seamless visual hierarchy.
ELEGANT—
EARNEST—
EFFORTLESS—

Don’t—Do— Be authentic and unique: Unacademy has its own
distinct look and feel. Believe in the brand and use it
boldly.
More with less: Our brand language is built on
simplicity and ease. Keep it minimal and functional.
Be well-aware of the context: Our audience consists
of people from diverse backgrounds. Our look
expresses this diversity and is inclusive. After all,
education is for all.
Communicate rather than decorate: Our visuals add
information. They provide context, add clarity, or lead
users to their next step.
Be consistent: Consistency speaks of quality— of our
look and the brand it represents.
Compromise or stifle your creativity: Don’t limit your
ability to make great visuals. Use these guidelines as a
starting point for your creative ideas.
Lose sight of the bigger picture: Being consistent
means considering details of a single application, as
well as at the body of visuals as a whole. Don’t get
bogged down by detail, focus on the bigger picture.
Ornament unnecessarily: Refrain from using visual
elements simply as ornamentation as they distract
from our messaging and/or call to action.
Be generic or ordinary: Avoid using unoriginal
templates, illustrations, icons or designs. Never
compromise, never replicate.

Unacademy Brand Book — Visual Identity — 21
03 Visual Identity—
Our visual identity is what makes Unacademy
instantly recognizable to our users. Our audience
associates our identity with our product and
platform.
The Unacademy identity forges the connection
between us and our users, builds user loyalty, and
determines how our users will perceive our brand.

Our Logo—
This is the main
Unacademy logo.
As an abstract trophy,
the Unacademy logo
represents achievement
and excellence. The
two semi-circles in our
brand identity indicate
the dual nature of our
platform tending towards
our educators (blue) and
learners (green).

Monotone Logos—
These can be used as a substitute, only when absolutely necessary.
*You can download the Unacademy logo here:
drive.google.com/drive/folders/1n_ov9GQNIvuc1N4u0FUUMnzsZxTM0A0_?usp=sharing

Spacing—
Our logo works best when it has enough room to breathe. Consider
the bottom semi-circle in the logo to be 1 unit. When composing,
leave at least one unit worth of space around the logo.
1 unit
1/2 unit

This is our logo stripped
of its wordmark. Use it
only when and where
space is limited. For
instance, when the logo
has to be within a square
or circular, the use of the
glyph is allowed.
Minimum Size—
Preserving legibility in
both print and digital
formats is crucial.
In Print— Our logo should not be
smaller than 0.75” in width in print.
On Screen— Our logo should not be
smaller than 125px in width on screen.
Our Glyph—
125px0.75”

Using the Identity—
Centre-aligned: The lockup should ideally be centre-
aligned, either anchored at the top, centre or bottom,
depending on the visual and content.
Right/Left-aligned: In our App and on our website, the
identity lockup is anchored to the top-left corner. Use
sparingly in any other instances.
Unacademy Glyph: The glyph can only used on its
own in special instances where the audience is
familiar with Unacademy or size and space are a major
constraints. For example, in an App icon or splash
screen, or as part imagery.

Don’t—
Use the logo with old colours.
Rotate the logo.
Use any effects like drop shadows or
gradients.
Use only the wordmark.
Use against busy backgrounds.
Stack the logo.
Distort the logo by stretching or
squeezing it.
Use against low-contrast coloured
backgrounds.
Create your own versions.
educator

Unacademy Brand Book — Colour Palette — 29
04 Colour Palette—
The foundation of our colour palette is built on our
core principles and guidelines. Although we value an
aesthetically pleasing use of colour, we value clear
communication more.
Our use of colour is purposeful, elegant, and supports
the purpose of the content.

Educator Blue
R.45 G.129 B.247
C.81 M.47 Y.0 K.3
HEX #2D81F7
R.8 G.189 B.128
C.75 M.0 Y.69 K.0
HEX #08BD80
Learner Green
Brand Colours—
These are our brand colours.
Throughout our communication, we
keep our visuals tailored to the core
audience— blue for educator-centric
and green for learner-centric messaging.
Others—
We compliment our brand colours with
neutrals and an extensive palette of
bright solid and gradient colours.
The use of colour is purposeful and
justified for the visual in question.

R.255 G.255 B.255
C.0 M.0 Y.0 K.0
HEX #FFFFFF
R.24O G.244 B.247
C.4 M.2 Y.1 K.0
HEX #F0F4F7
R.223 G.234 B.245
C.11 M.4 Y.1 K.0
HEX #DFEAF5
R.121 G.121 B.121
C.54 M.45 Y.45 K.10
HEX #797979
R.218 G.218 B.218
C.13 M.10 Y.11 K.0
HEX #DADADA
R.60 G.72 B.82
C.76 M.62 Y.51 K.36
HEX #3C4852
R.48 G.48 B.48
C.70 M.64 Y.63 K.61
HEX #303030
R.0 G.0 B.0
C.75 M.68 Y.67 K.90
HEX #000000
Neutral Palette—

Unacademy Brand Book — Typography — 33
05 Typography—
Typography is a key element to communicate a
unified identity and personality for Unacademy.
By consistently tying typographic styles to
appropriate functions on our platform, we create a
clear visual pattern to follow for users to interact
with us.

Brand Typeface—
Oli Grotesk.
Oli Grotesk
Regular
Oli Grotesk
Thin
Oli Grotesk
Bold
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
1234567890
!@£$%^&*()?{}:/
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
1234567890
!@£$%^&*()?{}:/
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmn
opqrstuvwxyz
1234567890
!@£$%^&*()?{}:/

The Oli Grotesk typeface family is an ambitious super-
family that encompasses all major Indian scripts—
Latin, Devanagari, Tamil, Gujarati (for the time-being)
under one visual language. This ensures that for our
diverse usage especially in marketing, for screen and
print, we have a consistent look and typography. We
use the Thin, Regular and Semibold weights. These
weights ensure our communications have maximum
impact and is easy to read and navigate, whilst being
clear and elegant.
*You require a license to use this typeface in print or on screen.
Contact the design team if you need a license. If not, use our free
alternative mentioned in the following page.
IN ALL MAJOR
INDIAN SCRIPTS.
8 WEIGHTS.
FOR PRINT & SCREEN.
—

Supporting Typeface—
Work Sans.
Work Sans
ExtraLight
Work Sans
Regular
Work Sans
SemiBold
Work Sans
ExtraBold
ABCDEFGHIJ
KLMNOPQRS
TUVWXYZ
abcdefghijkl
mnopqrstuv
wxyz
1234567890
ABCDEFGHIJ
KLMNOPQRS
TUVWXYZ
abcdefghijkl
mnopqrstuv
wxyz
1234567890
ABCDEFGHIJ
KLMNOPQRS
TUVWXYZ
abcdefghijkl
mnopqrstuv
wxyz
1234567890
ABCDEFGHIJ
KLMNOPQRS
TUVWXYZ
abcdefghijkl
mnopqrstuv
wxyz
1234567890

Work Sans is a free, open-source typeface available
on Google Fonts. The font family is available in nine
weights but restrict your usage within the ExtraLight,
Regular, SemiBold and ExtraBold weights. This
typeface is versatile for print and screen.
FREE-TO-USE.
9 WEIGHTS.
FOR PRINT & SCREEN.
—
*You can download the Work Sans font files free here:
fonts.google.com/specimen/Work+Sans

Product Typefaces—
Merriweather
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Roboto
Regular
Roboto
Medium
Roboto
Bold

SF Pro
Regular
SF Pro
Medium
SF Pro
Semibold
SF Pro
Bold
*These are the typefaces used in the Unacademy products— Apps and Website. We only use them in the given
weights. They are also open source i.e. available for free. Kindly go through usage guidelines before using. Download
from: fonts.google.com/specimen/Merriweather | fonts.google.com/specimen/Roboto | developer.apple.com/fonts

Typographic Guidelines—
Using Oli Grotesk
10pt type on 14pt leading
Use Oli Grotesk for headlines and
short body copy (1—5 sentences).
Where possible, keep the text above
10pt. Leading increments should
increase by +4pt (e.g. 12pt on 16pt
leading).
At larger sizes (45pt+), it is best that
leading is equal to type size (e.g 50pt on
50 pt). Leading may require tightening
for type sizes above 100pt (e.g 100pt on
95 pt). When using all-caps, leading can
be made tighter.

Using Work Sans
Use Work Sans for larger body copies
and only when Oli Grotesk is not
available.
Leading increments should increase by
+4pt (e.g. 12pt on 16pt leading).
At larger sizes (45pt+), it is best to use
thicker weights and leading equal to
type size (e.g 50pt on 50 pt). Leading
may require tightening for type sizes
above 100pt (e.g 100pt on 95 pt). When
using all-caps, leading can be made
tighter.

Best Practices—
These examples show flexibility of the
typography and use of the identity.
Primarily use a centred layout with
centred typography and the Unacademy
logo. Minimise ragging. In instances
where there are larger amounts of copy,
text must be left-aligned.

Don’t—
DROP
SHADOWS.
GRADIENTS.
TOO WIDE. OTHER
FONTS.
HYPHEN-
ATION
TOONARROW.
TOO
LOOSE.
TOO
TIGHT.
Style the typography with effects. Keep
the text in its purest form.
Use single, solid coloured type.
Use alternative typefaces.
Use Oli Grotesk, our brand typeface
and Work Sans, when Oli Grotesk is
not available. Do not try to replicate
the fonts using a typeface with a
similar styling.
Use hyphenation.
Alter kerning or tracking settings
from the metrics. Don’t alter leading
from the suggestions mentioned in
pg 40/41. Our brand typefaces are
designed to be optimal for reading
and use.

Unacademy Brand Book — Illustration + Iconography — 45
06 Illustration
+ Iconography—
Illustration and icons are powerful communication
tools, but only if you have something to say. Our
style is inspired by simplicity and the shapes of our
visual identity.
When it is simply ornamental, illustration can easily
become overhwhelming or distracting. Ensure
that the illustrations compliment the messaging
wherever used.

Illustration—
We use illustrations across our platform to bring our
product to life. The illustrations are used to reinforce
our brand personality and gives us another way to
assist our users without overwhelming them with too
much content.
We also use illustrations in other media such as print
and decks. The style remains the same to ensure
consistency and brand recallability at every touch-
point.
Inspired by our visual identity, which is made out
of simple semi-circles, our illustration style is also
geometric. The illustrations are created with wholes,
halves and quarters of basic shapes.

Character Illustrations—
We have a specific style
for our characters. We
keep with the overall
geometric shape style
and refrain from too
much detail. Extended
features such as outfits,
hair styles, skin tone
and facial hair can be
explored to ensure
diversity and to control
their personalities.
Construction Style In Action

Spot Illustrations—
Spot illustrations are used to help
showcase a small feature or explain an
experience. They’re lightweight, not too
busy but are there to help enhance the
flow by bringing the interface to life and
delighting the user.
The dimensions of spot illustrations
are kept square-like and consistent
throughout.

Empty State Illustrations—
An empty state illustration is used to
explain a feature but should never be
the primary focus of the component. It
is used as a way to address the need
to fill an empty area or can either be to
add character to a lifeless area on the
interface.
For empty state illustrations, we keep
our palette fairly muted. Only the
element of the illustration that signifies
action is highlighted with colour.

Scene Illustrations—
We use scene illustrations
to explain a feature or
scenario to the user with
more context and detail.

Pattern Illustrations—
Our pattern designs are
versatile and can be used
in various formats ranging
from the splash screen
background to packaging
paper.
We like to keep our
patterns minimal using
shapes and other simple
elements to maintain
overall brand consistency.
*You can download and use from the range of custom Unacademy patterns here:
drive.google.com/drive/folders/1n_ov9GQNIvuc1N4u0FUUMnzsZxTM0A0_?usp=sharing

Illustrations in Print—
The only additional aspect
to keep in mind while
creating illustrations for
print is to make sure the
colours are in the CMYK
colour spectrum.

To bring attention to and showcase our range of
learning categories, we use more detailed icons.
Category Icons—

Icon Set—
We use icons across the product
to enhance the usability of specific
elements across the interface.

Unacademy Brand Book — Photography + Videography — 57
07 Photography
+ Videography—
When creating or sourcing images for any campaign
or brand extensions, adhere to our photography
guidelines. Make sure the images compliment the
brand and our identity.
As a platform with lesson videos, our content should
be engaging and enriching for our users.

Best Practices (Photography)—
Photo Quality: Use a good camera or high end
smartphone. Avoid using a webcam or low-quality
device.
Orientation: Ensure that the photo is clicked based on
the orientation of its eventual use.
Lighting: Ensure that there is sufficient light and the
surroundings are well-lit.
Background: Maintain a solid backdrop or with a small
depth of field to ensure that the subject stands out.
The focus should not be disturbed by distracting
elements.
Content: Use original images as far as possible. If not
available, use licensed images with due permissions.
Get Ready: Wear the Unacademy t-shirt loud and
proud wherever possible and don’t forget to smile.

Don’t—
Take photos in the night or in a dark
room.
Use selfies, as they are informal and not
of high quality.
Use images of low quality and clarity.

Best Practices (Videography)—
Resolution and Aspect Ratio: Use full HD
1080x1920 in the ratio of 16:9/9:16.
Frame: Maintain an aperture between 1.8F and
2.8F for close-up shots, F2.8 and F5.6 for wide
shots. Avoid zooming in or out during a roll.
Follow a rule of 180 degree to set frames in
multi-camera setup.
Colour and Design: Adjust the white balance
according to the ambience. Follow the colour
scheme and fonts recommended by the Design
Team. Do not set colour filters or any effect
during the shooting. Set saturation and contrast
to a minimum.
Frame rate and speed: For interviews and
documentaries, maintain 24—25 fps. Shutter
speed should be below the following
parameters: 50 for 25p, 60 for 30p)
Audio: Record Audio via External setup only and
ensure background noise is minimised.

Best Practices (Live Sessions)—
Content: Begin the session with a brief
introduction. Content should be relevant to the
topic of the session and concise. Do not share
any confidential information.
Format: Stick to the maximum time limit
specified and take up questions towards the
end.
Tonality: Communicate in an objective
manner and refrain from using disparaging or
inappropriate language, making controversial
comments and self-promotion.
Presentation and Design: Use a background
which is clean and ensure adequate lighting.
Wear the Unacademy t-shirt in which the logo is
clearly visible.
Other Technicalities: Ensure that the internet
speed is good (perform the Ookla test). Perform
a mic-check to ensure good audio quality.

Unacademy Brand Book — Usage — 63
08 Usage—
The Unacademy brand system has been created
to work seamlessly across diverse media. As our
platform and brand continues to expand, it is
essential that the usage guidelines be relevant
today and in the future.
Our brand should be clearly understood by our
audience through design and communication.

Platform—
Content that is posted directly from the Unacademy
account on the platform. It is in the form of videos
that share stories, app updates and academically
relevant information with our users. The main types
of platform videos include learner stories, educator
stories, app updates and getting started videos for
new educators. These videos are different from the
lessons available on the platform and help users feel
connected to the Unacademy brand.

Guidelines
Format
The videos are prepared in PPT/
PDF format and uploaded on to the
platform. A voice over that narrates the
script of the video is mandatory.
Target Audience
Ensure that the videos are prepared
keeping the target audience in mind. For
instance, for a learner success story, the
video should cover topics such as study
habits, use of Unacademy and advice to
other learners. Similarly, for an educator
story or for a getting started video, the
video should be prepared such that it
resonates with the educators.
Content
Depending on the type of video -
stories, updates, or getting started, the
content should be relevant and factually
correct. For stories, the content is
based on telephonic conversations
with learners and educators. Content
for app update videos are prepared
in collaboration with the Tech team
and content for the Educators-
Getting Started videos are prepared
in collaboration with the Educator
Relationship Managers.
Presentation and Design
The design and presentation should be
clean and in compliance with the design
guidelines. The Unacademy brand
colours shall be used and logo should
be used on title slide.
Images
In the case of the use of images of
learners or educators, take due written
permission. For other images, ensure
that they are copyright-free.
Voice-over
Voice-over should clearly narrate the
script. Background noise should be
minimum.

Platform Campaigns Undertaken—
UNACADEMY BYTES.
EDUCATOR STORIES.
SUCCESS STORIES.
GETTING STARTED.
UPDATES FROM UNACADEMY.
—

Social Media—
Unacademy’s strong presence on social media
(Facebook, Twitter, Instagram) helps us remain
connected to our target audience. Thus far, social
media has not only helped Unacademy increase
platform-traffic and conversions but also build user
loyalty. The content posted on Unacademy’s social
media handles must be academically relevant and
beneficial to our target audience. Content is cross-
posted across the three channels.

Guidelines
Content
Use academically relevant content
based on categories available on the
platform for videos. Ensure consistency
in content. For posters, use content
that is fresh, engaging and informative.
Refrain from the use of biased,
controversial or inappropriate content.
Target Audience
All campaigns run on our social media
channels will be created and executed
keeping our target audience (particularly
learners) in mind.
Tonality
Unacademy’s tone on social media is
casual and friendly. The focus should
be on conveying academically relevant
topics or trivia in an interesting and fun
manner.
Format
Design of social media posts and videos
should be original visuals or made using
high-definition, copyright free images
from Shutterstock.
Posting
Regularise the posting schedule to
ensure that users look forward to the
campaigns.

Social Media Campaigns Undertaken—
#TRENDING.
KNOW YOUR WORDS.
DAILY VIDEOS.
UNSCRAMBLED.
DOWNWORDS.
SOBRIQUETS OF THE WORLD.
MUMBLE JUMBLE.
THE ART OF LANGUAGE.
WORD OF THE DAY.
—

Blog—
UNACADEMY BLOG
—
About
The Unacademy Blog is maintained on
Medium (blog.unacademy.com).
The content on the blog can be divided
into three categories—
Company News
Any content written on company
updates such as funding, new
categories, milestone achieved, new
initiative launched etc. can be added
under this section. The key tag is ‘News’.
The Unacademy blog is
a forum to share stories
about our culture,
engineering, product and
company news.
At Unacademy
Any content written on the culture
of Unacademy such as the Unoffsite,
employee engagement activities,
celebrations etc. can be added under
this section. The key tag is ‘Culture’.
Tech@Unacademy
Any content written on product,
engineering or design updates as well
as educational content on technology
by the Tech team at Unacademy such
as introduction of a new feature on the
Unacademy Learning/Educator App, use
of a software development technique
etc. can be added under this section.
The key tag is ‘Product’.

Guidelines
Content
Create and publish content that
is insightful and relevant to the
Unacademy’s stakeholders. Choose
quality over quantity. Refrain from
using unnecessary jargon specific to
Unacademy or use content that is
completely promotional. Keep the target
audience in mind when writing blog
posts.
Tonality and Format
Ensure brand tonality is maintained in
the blog. Use heading and subheadings
to categorise content. Supplement the
content with good quality images or
illustrations - original or copyright-free.
Posting
Maintain consistency with respect to
the number of posts. Share latest blog
posts with users in the Sunday Mailer.

Video—
UNACADEMY VLOGS
—
Guidelines
- Video resolution should be a minimum
of 1920p x 1080p in a landscape format.
- The videos are quirky yet professional.
Colour correction should be balanced,
the picture should not be too saturated.
- Use of language in the voiceovers is
light and friendly.
- Use brand colours while making titles
and logos.
- Depending on the category, the videos
can have vector based animations.
Unacademy Vlogs, is a channel on YouTube
that showcases events at Unacademy to
the target audience— both educators and
learners. The content that goes into a Vlog is
handpicked and aligns with the culture, vision
and mission of Unacademy. Content ranges
from Monthly Educator Awards to events
held in the Unacademy Office.

- The glyph should appear throughout
the video on the top right corner.
Opacity of 40%.
- The Unacademy logo is to be used at
the end of all videos.
- The music for the Vlog is sourced from
a royalty-free website or can be made
in-house. Based on the tone of the
video, the music can range from being
inspirational to fun and quirky. Sound
effects can be used to emphasise
elements in the video.

Email—
UNACADEMY SUNDAY EMAILER
—
Guidelines
- Email shall be mailed to all users of
the Unacademy Learning App.
- Subject of the email should be catchy
and relevant to the content covered in
the email
- Personalise the emails. Start the email
with ‘Hi {{user[‘system’][‘first_name’]}}’
to ensure that the learner’s name
appears in the mail.
- Ensure brand tonality (refer
to communication guidelines) is
maintained in the email.
Branding emails that are sent out from
Unacademy to all the learners. These emails
share the updates of the week with the users.
Content covers Vlogs, Educator and Learner
Stories, Learning App updates and other news
from Unacademy.

- Do not use any inappropriate or
controversial content in the email.
- The content should not exceed 300—
400 words.
- Sign off the email with ‘Your Team at
Unacademy’.
- Add an option to unsubscribe.

Advertisement Campaigns—
BILLBOARD
—
Guidelines
Simplicity
Message should be clear and concise. The copy should
be approximately be 5-6 words followed by a clear
CTA to generate maximum impact.
Visibility
Use highly contrasting colours and our brand typeface.
Ensure there is enough space between the letters and
words.
Appeal
Use a catchy title or tagline to invoke a positive
emotion through our communication.
Complete
The ad should stand its own and contain our entire
message.
Strategic
Attractive design and optimal media placements for
different regions/cities.

Past Billboard Ad—

PRINT
—
Guidelines
Headline
Grab the reader’s attention with a
headline or an eye-catching phrase.
Keep it short and simple, and avoid
the use of any controversial phrases or
slang.
Copy Length
Short copy would leave room with
impactful images or illustrations is
recommended.
Benefits
The body of the ad should list benefits
or reasons why the learners should buy/
use Unacademy.
Closing
The closing copy should make the
reader curious to check out Unacademy
on the web or download the App.
Choice of Newspapers
Use a mix of English national dailies
along with regional newspapers
depending on goal and target audience.
Target ‘The Hindu’ while doing any
UPSC related advertisements. For brand
building, consider Times of India on a
PAN India level.
Use the list of newspapers below as a
reference—
City Newspaper
Delhi English: Hindustan Times
Hindi: Navbharat Times
Lucknow Amar Ujala, Dainik Jagran
Patna Hindustan
Jaipur Rajasthan Patrika, Dainik
Bhaskar
Kolkata Bengali: Anand Bazar Patrika
English: Telegraph

Past Print Ads—

Events—
EDUCATOR MEETUPS.
WORKSHOPS.
MONTHLY EDUCATOR AWARDS.
—
Guidelines
Proper Planning
The planning should be done well in
advance. This stage includes creating
a timeline, choosing a location,
setting a budget, assigning roles and
responsibilities to staff and preparing
a comprehensive communication and
design brief.
Design
Ensure the aesthetic appeal of the
brand during the event.
Marketing
Generate buzz around the event
through social media and internal
communication through personalised
tools.
Follow Up
Collect event feedback through phone
calls, internal communications ,
questionnaires etc.

Brand Partnerships—
CONTENT CREATORS
—
Objectives
The content should evoke interest in
the Unacademy brand and increase
brand awareness. It should establish
a strong lifestyle connection with our
users present on a particular channel
The brand perception as a young,
dynamic and innovative brand should be
reinforced.
Core message
Unacademy is the go-to platform to
both learn and teach online.
Unacademy shall
collaborate with original
content creators to
create awareness about
the Unacademy brand
and build brand affinity
among the target
audience.
Other Creative Attributes
Brand Integration scene should highlight
any or all of the benefits of Unacademy,
i.e; high quality content available in the
language of your choice, top teachers,
focus on test prep subjects, self-
evaluation, revision, et cetera.
All videos shall end with the cast
wearing the iconic Unacademy black
t-shirt and the CTA shall include
‘Download and check out the
Unacademy Learning App’.

Contact—
This book attempts to showcase all aspects of the
Unacademy brand. It also contains links to all assets in
different colour variations and formats. If you have an
urgent query about the Unacademy brand extending
outside this book, please write to—
media@unacademy.com

Written
+ Designed at—
Unacademy
(Sorting Hat Technologies Pvt. Ltd.)
353, 12th A Cross Rd,
Binnamangala, Hoysala Nagar,
Indiranagar, Bengaluru, Karnataka 560038
Colophon
This document is set in Oli Grotesk (pre-
release) designed by Shiva Nallaperumal
for Typotheque (Scheduled release -
Spring 2019) and Work Sans designed by
Wei Huang (2015).
This 300 x 180mm document has been
printed at PrintXpress, Bangalore on
Rendezvous 160GSM paper.
The colours in this document may be
different from the specified values and
hex codes due to variations caused by
the print production technology and
printing inks used.

Unacademy Brand Book

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Unacademy Brand Book

Ähnlich wie Unacademy Brand Book (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Unacademy Brand Book