(V3) Shunya Brand Identity Guide

Brand Identity Guide
Developed by Abhiram Pasumarthy

for Gaze on behalf of Luminatiq, 2022
contact@luminatiq.com | +91 98451 66114
Contents
Mission & Vision
The Emotional Core
Key Terms
Presentation Outline Brand Voice & Tone
Visualising Shunya - Design Style
The Colour of Shunya
The Logo
Logo Usage Guidelines
Logo Restrictions
Fonts & Typography
Photo Guidelines
Design Elements
Brand Creatives
Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

The Mission 'To be the first rung of a ladder that leads to holistic well being.'
Shunya wants to lead a modern movement of mindfulness and self betterment using wisdom
from the past and tools from the present. We make yoga and fitness accessible, approachable
and easy to grasp through a process of gamification, support and shared experience.
The Vision 'Creation of Conscious communities through tech-enhanced yoga.'
'The end goal is to create a platform with a thriving community that acts as a support system for
its members through the use of technology. Users of the app will find themselves making
physical, mental & emotional progress. They will be more motivated and content with their lives
as a result of their personal efforts, collective knowledge and the support of the platform.

Elevator Pitch
For Partners & Shunya is an app that makes yoga, fitness, meditation & mindfulness approachable by
celebrating incremental progress. Using technology in fun and interactive ways, the process of
Investors building one's self is gamified to emphasize satisfaction in growth.
For Users Ever tell yourself that tomorrow is the day you begin to get fit? It can be tough to get where
you want to be without a roadmap. Even harder if you're on your own.
Shunya is the first and only step you need to take to create your better self. Learn yoga,
fitness and mindfulness through an app that offers customised workout solutions & keeps
track of your progress. Lean on a community of like minded individuals, each one on a
different step of the same journey.

To put it simply, ‘Shunya’ is a void. In Sanskrit it means
emptiness, hollow or zero. However, when we look deeper, we
discover the depth of what this really means or what it could
stand for.
In the context of Buddha Dharma, we find that Shunya
The represents the supreme state of awareness where everything

comes to nothingness. When stripped of all constructs,
Emotional Core everything is one. We’re in this together.
The Shunya Identity Once we understand this concept, we find that there is an
almost infinite amount of support in the void. Tangible support,
in that we can lean on each other and grow together. To pool
our collective knowledge and share it with one another. To find
meaning in a collective journey.

A common analogy that spiritual teachers use when explaining
the concept of zero or nothingness is that when you place zero
beside any other number, its value increases ten-fold. So why
the emphasis on community? Because together, our potential for
growth is infinite.
This means that our platform is all about inclusivity. It’s not easy
to begin building yourself up, physically or mentally. Yoga,
fitness, mindfulness are all terms that are heavy and seemingly
unapproachable. They are elusive. It’s easy to become self
conscious and demotivated when attempting a task that seems
so daunting and massive.
So how do you eat the elephant?
One bite at a time. Incremental progress that is celebrated. Just

begin. You’re not alone. We’re here to lift you up.

What are the feelings we want associated with the brand? Each and
every asset/collateral we put out must be tied to these core
emotional values:
Inclusivity & Approachability

Incremental Progress- physical, mental, emotional
Joy in Growth/Accomplishment
Holistic Approach
Core Values Shunya - Nothing/everything

Community/Together - A Support System
Simplicity & Authenticity
"What do I stand for?" Health & Fitness
Contemplation & Change
Tech for good
Compassion/Warmth/Encouragement
Begin developing your best self
These are the values & key terms we’ve identified to remain
consistent as the brand grows.

Core Values
Key terms Explained
1. Inclusivity & Approachability 2. Incremental Progress 3. Joy in Growth
We must always make users feel Always dispense information in Every small step taken & every
heard. They must find it easy to small bites. Progress of any kind single accomplishment should be
connect and ask questions. happens step by step. celebrated and met with positivity.
4. Holistic Approach 5. Shunya 6. Community/Togetherness
Shunya's approach is Refer to the Emotional Core Users must feel as though they are
comprehensive & integrated. It section of the document. part of a movement. They are not in
encompasses mind, body & soul. this alone- Shunya is a support system

Core Values
Key terms Explained
7. Simplicity/Authenticity 8. Health & Fitness 9. Contemplation & Change
Always be direct and Shunya is all about self betterment. Shunya wants users to reflect and
straightforward. Avoid or explain We want to place a focus on physical connect with themselves and the world
jargon. Keep things fitness & mindfulness. around them. Nothing is permanent.
understandable and honest. Everything is in a state of change.
10. Tech for Good 11. Compassion/Encouragement 12. Begin developing your best self
Shunya wants to deliver wisdom We always speak with warmth and How do we accomplish something?
from the past through tools of the positivity. We are empathetic to Just begin.
present. We use tech to enhance the challenges users face as we Pick a goal and get started.
and execute our purpose. help them reach their goals.

These are terms & emotions our audiences should not feel when
engaging with Shunya.
Too tough, too difficult

Complicated, hard to use, hard to understand
Confusing
Alone
Terms we don't
Useless/Pointless/Unnecessary
Unhealthy
want associated
with us
Fake
Daunting, unapproachable
Demotivating
Stressful "What am I not?"
Unused/Idle
Unfriendly
If we find ourselves getting such feedback, it's time to rethink the

approach being taken.

Brand Voice & Tone
Who am I to you?
Voice Shunya is semiformal and approachable. We act as guides that you can be open with. We understand
how challenging it can be to begin working on yourself & we're here to break it down for you.
1. We are Approachable 2. We are positive 3. Our Humour is Wise

We want our members to feel We are motivators and energizers. Like a spiritual teacher would
included - like they are a part of Always look at the bright side of simplify complex subjects
something. It should be easy for any matter - what works and what through metaphors and
them to ask questions. We act as can be improved? We celebrate all allegories, we teach by making
coaches, lifting people up. We are progress no matter how small. We things accessible and
direct and easy to understand. We are empathetic to every understandable. There is always
are authentic & don't rely on slang individual's personal journey. a lesson to be learned. Think of
or jargon. Master Oogway, the tortoise in
the Kung Fu Panda series.

Brand Voice & Tone
Who am I to you?
Tone:
To Users Shunya is a coach and a teacher. We are clear, direct and always add value through our interactions.
We are experienced and wise, yet amiable and approachable. Users see us as knowledgeable and
comforting. We are a motivating force. We use analogies and examples to explain more complex
concepts. Simple language is always preferred over jargon. We are a calming presence with spiritual
mindfulness.
To Media When speaking with the Media, Shunya may take a more confident and authoritative tone. We are
experts in what we do. We make definitive statements and don't answer questions with questions.
We are calm, clear and concise.
On Social Media This is where we show our more playful side. Shunya is what our audience aspires to be, but it need
not be a daunting and severe endeavour. It can be joyous and fun. We make things light and easy to
grasp. Every post must either entertain or educate.

Visualizing Shunya
The Basis of our Design Style
Shunya's visual style will be based on ‘Illusory Contours’ - a form of

visual or optical illusion where the mind perceives an edge or a
figure, when in reality there is no tangible form.
It accurately captures the Shunya Identity previously outlined. It's a

way for the audience to find something in nothing.
The community aspect is depicted through the gestalt nature of such

designs - the whole is greater than the sum of its parts. It's only
when each element is put together in a certain manner that
something new arises.
Fig 1.
It's a visual style that is unique and identifiable in a meaningful way.
Illusory Contours
It gives audiences another reason to engage with & share creatives
and collateral.

Part 1
Orange is a colour that resonates with life and energy. It stands for warmth,
promoting optimism, positivism and rejuvenation. It has positive social
characteristics, fostering motivation and encouragement.
Colour psychology also tells us that orange can increase an individual's

competition level and makes people feel physically stronger.
It encourages extroversion and lowers inhibitions.
Orange (Saffron) is also a colour that is associated with spiritual practices,

particularly in South Asia. It evokes feelings of compassion, calm and midfulness.

Part 2
The shades of orange used by Shunya (specified in the logo guide) are vibrant
and saturated. A gradient is used wherever possible to detail the feeling of a
journey - to show change, growth and progress.
The colour scheme also serves a marketing purpose as orange is an attention-

grabbing colour that stands out visually. It is a highly stimulating yet friendly colour.
Overall, the orange colour scheme of Shunya is characterized by happiness, self-

confidence and vitality.

The Logo The Face of the Brand
The logo must function as an app icon. It needs to stand out in an app store while
giving viewers a glimpse into what they can expect from the app. It needs to be
unique in a meaningful way & give the audience something to engage with. The
result is almost a puzzle to be solved and shared.
The logo utilizes an illusory contour to create an 'S' in the negative space. It represents
the brand name while also depicting a path - a common interpretation of the letter 'S'
in iconography. It's meant to represent how the app will give users a clear way
forward in their journey to better themselves.
When combined with the additional elements in the negative space, the 'S' is
transformed into a human figure engaged in yoga/exercise. This captures the gestalt
nature of the brand identity.
The logo type/text follows similar design principles to form the 'U'.

Responsive Logo & Colour Palette
Gradient #F15A29 #F17D29 #FEBC11 F8F7F8 #262324

The Shunya Gradient
#FEBC11 #F15A29

Logo Usage Guidelines - Horizontal

Logo Usage Guidelines - Vertical

Logo Usage Guidelines - Mark

Logo Usage Guidelines - Circle

Logo Restrictions
Do not scale the logo Do not change the logo

disproportionately colours
Do not place elements Shunya text should

inside the exclusion zone always be legible
Lorem Ipsum

Fonts
Hind Siliguri Light:
Lorem ipsum dolor sit amet, consectetur adipiscing elit,
& Typography Hind Siliguri Regular:

Primary Hind Siliguri Medium:

Hind Siliguri
https://www.1001fonts.com/metropolis-font.html Hind Siliguri Semi Bold:
Hind Siliguri Bold:


Photography
Guidelines
Throughout this document, we've used photos the way in which we'd like Shunya to be portrayed.
The following slides will offer more clarity and direction.
Overall, we want our photos to reflect the identity of the brand. To do so, we want to use, as much
as possible, images that are abstract or profound. They must be calming and emphasise scale -
either vast or small. Think of the feeling you get when you look at the night sky- a sense of
interconnectedness and the profound.
We want to showcase the gestalt aspects of Shunya, depicting only parts of a subject or
an abstract intangible whole.

Photography
Guidelines
1. A Part or a Whole - Micro & Macro

We want to showcase the gestalt aspects of Shunya, depicting only parts of a subject or
an abstract intangible whole. Use close ups or extreme wide shots. Figures are to be
obscured or made to be a part of the background. There's a mysticism or spirituality
associated with images like this - a sense of the profound. Text can be overlaid in white
or black over these images. Logo to be placed on any corner or directly in the centre.

Photography
Guidelines

Photography
Guidelines

Photography
Guidelines
2. Use of Orange Gradient

Use the Orange Gradient that appears earlier in the slides as an overlay for images to make them
more identifiable and usable. It's bound to stand out in social media and will aid in strong recall and
recognition. Set the transparency at a level between 65-80% depending on the base image. The
logo can be placed on top of it in white, on any corner or in thecentre of the image.

Photography
Guidelines

Photography
Guidelines
3. Emotion Based Imagery

We want our images to feel intimate, even though there is a certain distance being created through the
first guideline. We want to capture a moment in time, capturing feelings of both emptiness and
interconnectedness. We want moments of activity or change that is powerful and profound, that makes
us appreciate the scale of the universe and our place within it. We are made to feel as though we are a
part of something greater.

Photography
Guidelines

Photography
Guidelines
4. Environment Based Imagery

To build off of the previous point, images of nature and beings in nature can be very effective. Again, we
want to focus on the macro and micro, emphasizing scale. We want to recognize our place in the natural
world and feel a sense of belonging as we witness the beauty.

Photography
Guidelines

Photography
Guidelines
5. Yoga/Exercise Based Imagery

We want the images of exercise to seem peaceful as opposed to arduous. For promotional and marketing
purposes, utilize images that capture subjects mid-activity or in preparation for an activity. Beginning and
doing are both important aspects of the brand. In educational or instructional content, we want the
images to be clearer and direct (no longer showing just a part or abstract depiction)

Design Elements
Lorem Ipsum
Based on Illusory Contours Lorem Ipsum
Can be used as a border or frame for text, titles

or the creatives/collateral as a whole.
Lorem Ipsum
Can be used in Gradient form, black or white, Lorem Ipsum
as long as it contrasts the background.
The colour of the text/title within the design

element should match the design element. Lorem Ipsum
Lorem Ipsum

Brand Creatives
Visiting Card
NAME NAME
GENERAL MANAGER
HELLO@REALLYGREATSITE.COM
123 ANYWHERE ST., ANY CITY, ST 12345
Back Front

Brand Creatives
Letterhead

Brand Creatives
Envelope
"Premier House" Door No. 8-1-112, 3rd Floor,

Vidyanagar, Opp. III Town Police Station, Peda Waltair,
VISAKHAPATNAM- 530 017. (A.P.) India.
Phone: +91-891-2540150/2562950/2551593/2746010

INVOICE
Invoiceto:
Name Name Invoice Date : Januray 14, 2026

Invoice No : #1234
+123-456-7890 Due Date : Januray 30, 2026
123 Anywhere St. Any City, ST
12345
Brand Creatives
DESCRIPTION PRICE SUBTOTAL
Logo design ₹150 ₹150.00
Invoice
Sub-total : ₹600.00
tax (10%) : ₹60.00
Total : ₹660.00
Paymentdetails: Thank you

Name:Name
hello@reallygreatsite
AccountNo:1234567890
+123-456-7890

Brand Creatives
Folder Label
Folder Name
"Premier House" Door No. 8-1-112, 3rd Floor,
Vidyanagar, Opp. III Town Police Station, Peda Waltair,
VISAKHAPATNAM- 530 017. (A.P.) India.
Phone: +91-891-2540150/2562950/2551593/2746010


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Brand Identity Guide

Developed by Abhiram Pasumarthy

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

The Vision 'Creation of Conscious communities through tech-enhanced yoga.'

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

In the context of Buddha Dharma, we find that Shunya

The represents the supreme state of awareness where everything

Emotional Core everything is one. We’re in this together.

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

So how do you eat the elephant?

One bite at a time. Incremental progress that is celebrated. Just

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Inclusivity & Approachability

Core Values Shunya - Nothing/everything

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

1. Inclusivity & Approachability 2. Incremental Progress 3. Joy in Growth

4. Holistic Approach 5. Shunya 6. Community/Togetherness

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

7. Simplicity/Authenticity 8. Health & Fitness 9. Contemplation & Change

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Too tough, too difficult

If we find ourselves getting such feedback, it's time to rethink the

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

1. We are Approachable 2. We are positive 3. Our Humour is Wise

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Shunya's visual style will be based on ‘Illusory Contours’ - a form of

It accurately captures the Shunya Identity previously outlined. It's a

The community aspect is depicted through the gestalt nature of such

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Colour psychology also tells us that orange can increase an individual's

Orange (Saffron) is also a colour that is associated with spiritual practices,

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

The colour scheme also serves a marketing purpose as orange is an attention-

Overall, the orange colour scheme of Shunya is characterized by happiness, self-

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Gradient #F15A29 #F17D29 #FEBC11 F8F7F8 #262324

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Do not scale the logo Do not change the logo

Do not place elements Shunya text should

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

& Typography Hind Siliguri Regular:

Primary Hind Siliguri Medium:

Hind Siliguri Bold:

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

1. A Part or a Whole - Micro & Macro

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

2. Use of Orange Gradient

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

3. Emotion Based Imagery

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

Developed by Abhiram Pasumarthy for Gaze on behalf of Luminatiq, 2022

4. Environment Based Imagery