Teach for India - Brand Guide

BRAND GUIDE 

1

LEARN ABOUT OUR VISION AND HOW 

WE SHARE IT WITH THE WORLD. 

Photo: Project Trust 

2 3

CONTENTS: 

OUR VISION, MISSION AND VOICE 5 

OUR LOGO 7 

OUR TYPE TREATMENTS 15 

OUR SUBJECTS 17 

OUR FORMATS & APPLICATIONS 25 

CLOSING 29 

4 5

OUR MISSION: 

OUR VOICE: 

OUR VISION: 

We believe that one day all children will be able to attain an excellent education. 

Photo: Chau Cao 

To build a movement of leaders to end 

educational inequity 

Teach for India is a nonprofit organization 

dedicated to ending educational inequity 

in India. 

In order to build a growing community of 

leaders, Teach for India has developed a 

two-part theory of change: 

Short-term: 

Recruit the nation’s most promising 

college graduates and working professionals 

to dedicate a minimum of 

2 years to teaching in India’s highest-needs 

schools. 

Long-term: 

Engage alumni to continue to advocate 

for students through either 

continued work in educational leadership 

positions or through tangential 

spheres such as healthcare, law and 

policy work. 

We are warm, driven, 

Rich with love, 

Focused by reflection, 

Rooted in truth, 

Bright, bold, 

Full of energy, 

Intensely passionate 

We take that leap of faith 

We push boundaries 

We strive to bring change 

With and for our children 

For a future every child deserves. 

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76

OUR LOGO: 

Our logo is an off-shoot of our umbrella network, Teach for All, which is itself a global extension 

network of Teach for America. Each of our logos show strong texural presence, which in 

itself helps symbolize the strength and focus of our Fellows and Alumni. “For” is emphasized 

in a contrasting color to help symbolize our organization as based in service. 

“Re-drawing India” is an iteration of the text-only logo. It emphasizes the focus on India as a nation, 

distinct from the Teach for All and Teach for America networks. Its expanded color palette 

also gives a sense of vibrancy and passion - both elements significant to our brand and model 

of change for the nation. 

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98

LOGO ITERATIONS: 

9 

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MORE ITERATIONS: 

LOGO DETAILS: 

COLORS 

SAFE SPACE 

RGB: 255, 150, 40 

CMYK: M49, Y92 

HEX: FF9629 

RGB: 255, 210, 55 


HEX: FFD337 

RGB: 255, 83, 68 

CMYK: C6, M83, Y78 

HEX: E15344 

RGB: 239, 88, 121 


HEX: EF5879 

RGB: 183, 201, 48 

CMYK: C33, M6, 

Y100 

HEX: B7C930 

RGB: 14, 192, 226 

CMYK: C68, Y8 

HEX: 0EC0E2 

“Safe space” refers to the minimum 

amount of space that should 

exist between the logo and any 

other texts or images. 

PICTORAL FRAGMENTS 

WHITE 

HEX: 

FFFFFF 

RGB: 35, 31, 32 

CMYK: K100 

HEX: 000000 

Above are the exact measurements 

for every format our color palette may 

be displayed: “RGB” is used for we/ 

digital display, “CMYK” denotes the 

precise inks for all physical, printed 

materials, and the “HEX” code is used 

for web developers. 

Fragments & opacities of the pictoral 

logo are allowed (so long as 

they are

LOGO DETAILS: 

LOGO USAGE continued 

INCORRECT USAGE 

For dark backgrounds: 

✓ 

DO USE white text w/ color on dark backgrounds 

DON’T USE black text w/ colored text on dark backgrounds 

Do not stretch the logo vertically 

Do not separate and stack any parts of the text logo 

Do not stretch the pictoral logo vertically 

For light backgrounds: 

✓ 

Do not stretch the text logo horizontally 

Do not show the text logo as incomplete in any way 

Do not stretch the pictoral logo horizontally 

DO USE black text w/ colored text on light backgrounds 

DON’T USE white text w/ colored text on light backgrounds 

For other-colored backgrounds: 

✓ 

Do not enlarge any portion separate from the 

rest of the logo 

Do not combine more than one color + black/white 

Do not cut off any part of the logo when 50% or 

more of it is already showing 

DO USE the designated colors for backgrounds 

DON’T USE any background color that is not part of the designated color palette 

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15 14

OUR TYPE TREATMENTS: 

Logo; Some headings 

Futura Condensed Medium 

T 

Some headings 

A B C D E F G H I J K L M 

a b c d e f g h i j k l m n 

0 1 2 3 4 5 6 7 8 9 

Oswald Medium 

T 



0 1 2 3 4 5 6 7 8 9 

Other headings 

Segoe UI Bold 

T 



0 1 2 3 4 5 6 7 8 9 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 

a b c d e f g h i j k l m n o p q r s t u v w x y z 

0 1 2 3 4 5 6 7 8 9 



0 1 2 3 4 5 6 7 8 9 

Extra Light 



0 1 2 3 4 5 6 7 8 9 

Light 

Regular 



0 1 2 3 4 5 6 7 8 9 

Medium 



0 1 2 3 4 5 6 7 8 9 

SemiBold 



0 1 2 3 4 5 6 7 8 9 

Bold 

Body Copy 

Kohinoor Devanagari Regular 

T 



0 1 2 3 4 5 6 7 8 9 

Education is fundamental to an equitable society. An excellent education equips children and youth with the knowledge, skills, 

values, and mindsets needed to be empowered individuals and responsible citizens. The fact that a high-quality education has 

wide-ranging benefits for individuals and societies has been demonstrated, time and again, by countries across the world. With 

nearly 1 in 4 people below the age of 14 years, India today stands at an inflection point; where we go from here depends in large 

part on our ability to provide equal opportunities for all children to attain an excellent education. 

Point size: 7, bold 

Education is fundamental to an equitable society. An excellent education equips children and youth with the 

knowledge, skills, values, and mindsets needed to be empowered individuals and responsible citizens. The fact 

that a high-quality education has wide-ranging benefits for individuals and societies has been demonstrated, 

time and again, by countries across the world. With nearly 1 in 4 people below the age of 14 years, India today 

stands at an inflection point; where we go from here depends in large part on our ability to provide equal opportunities 

for all children to attain an excellent education. 

Point size: 8, bold 

Education is fundamental to an equitable society. An excellent education equips children and 

youth with the knowledge, skills, values, and mindsets needed to be empowered individuals 

and responsible citizens. The fact that a high-quality education has wide-ranging benefits 

for individuals and societies has been demonstrated, time and again, by countries across the 

world. With nearly 1 in 4 people below the age of 14 years, India today stands at an inflection 

point; where we go from here depends in large part on our ability to provide equal opportunities 

for all children to attain an excellent education. 

Point size: 10 

15 

17 16

OUR 

SUBJECTS: 

It is our Students that are the 

heart of our movement. Our 

photography campaign takes 

pride in showcasing the impact 

we have on the communities 

we serve through depicting our 

greatest asset: our Students. 

We hope to inspire others to 

take action against educational 

inequity by putting a real 

human face to our nation’s 

most pressing social issue of 

our time. 

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Photo: Jose Morcillo Valenciano 

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OUR SUBJECTS continued 

PHOTOGRAPHY 

The 3 pillars found in every image 

representing Teach for India must 

always include: 

1. Emotion 

2. Content 

3. Authenticity 

By focusing on these elements 


Black and white images are preferred, with a 

reasonable level of contrast between blacks and 

whites. This creates a stronger difference between 

the photos themselves and the vibrant colors in our 

logo iterations - Similar to the vibrancy and joy we 

within each of our photographs, we 

hope to tell a compelling story of 

the work we do with the Students, 

their families and communities we 

serve. 

Our photos are authentic to the Students and 

communities we serve. Do not stage photographs 

or ask children to behave or pose in a 

certain way. We strive to show genuine moments 

in the lives of our Students and Fellows. 

1. 

2. 


Does the photo give me a glimpse into 

the personality of the subject? 

Is the context genuine and does the 

emotion feel truthful? 

wish to inspire in our Students through our work. 

To identify whether a photo upholds our stan- 

3. 

Does this photograph capture a specific 

dards of authenticity, ask yourself the following: 

moment in time? 

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OTHER PHOTOGRAPHIC 

ELEMENTS: 

TEXTURES 

WORN & RUGGED: 

Various rough textures may be used as 

background or as complimentary imagery 

for various print and digital collateral. 

These textures help portray another level 

of truth in our work. They are meant to 

inspire a sense of urgency and emotion in 

our mission. 

It is our aim for our Fellows to teach and 

engage our students to look for textured 

images, so that our students’ voice may 

also come out through our photography. 


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OUR SUBJECTS continued 

EDITORIAL GUIDELINES 

When writing about Teach for India, please adhere to the following guidelines: 

Language 

- 

- 

- 

- 

- 

We write and communicate in British English. 

Always capitalize Teach for India, Alumni, Fellows, Fellowship, Staff & Students. 

Never write “TFI” in public communication. Always write the full form of Teach 

for India. 

Avoid using acronyms for words, other organizations for the first sentence. 

For example, write “Be The Change Project” (not BTCP) 

Write with humility. Avoid using the words “the best” or “the only” 

Vocabulary 

Communication 

- 

- 

- 

- 

- 

- 

Avoid using words like “poor,” “slum” or “backwards” and instead use “under-resourced” 

“under-served” or “low-income.” 

Avoid using slang or colloquial words like “kids” or “stuff” 

We approach all communication with empathy and respect. 

Don’t respond publicly to criticism. Reach out to the Communications Team 

when you receive criticism. 

Avoid posting anything publically that can damage Teach for India in any way. 

Do not link inappropriate content (like sex, drugs, alcohol, political opinion) 

with Teach for India/ teaching / children, even on your personal social media 

platforms. 

Photo: Michelle Samuel 

Although black and white images are preferred, color photographs are 

also allowed, so long as the images still include elements of the 3 pillars 

previously described: Emotion, Content and Authenticity. 

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OUR FORMATS & 

APPLICATIONS: 

PRINT GOODS: 

Student’s heads/bodies may be positioned in 

front of the text, but should not cover more 

than 25% of it, to maintain readability. 

Portions of the pictoral logo can 

be used as text filler, but only with 

large black and white photos. 

Use all six colors (aside from black and white) when an array of color options is 

available. If limted to 3 colors, use choose our version of blue, yellow and pink. 

If focusing on text, use an array of the approved 

palette colors, along with white. Keep 

the text-logo in blue. 

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APPLICATIONS continued 

DIGITAL: 

Roughand rugged textures work well as an underlay for various data and infographics. 

Portions of the pictoral logo may be used as a motif element if contrasting with a black and 

white photo. Again, our palette of colors is brought in through a thin strip delineating the 

main navigation bar from the logo and the secondary navigation above. The word choice remains 

true to our mission and voice and seeks to inspire our audience to take action. 

Photo: Ritesh Saini 

Digital recruitment ads such as the one above can 

also prove effective with textural features separate 

from parts of our Students’ faces and bodies. 

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IN CLOSING 

Teach for India seeks to inspire 

and empower the citizens of India 

to truly Be the Change they wish 

to see in the world. 


Through a cohesive brand strategy 

filled with strong textural 

features, iconographic and 

emotional imagery and a color 

palette vibrant with life, Teach for 

India paints an inspiring vision. 

Their love for their Students and 

Communities shines through their 

work, and their branding strategy 

likewise seeks to emulate that joy 

and dedication. 

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Teach for India - Brand Guide

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