Belakoo Trust
Brand Guidelines
A comprehensive visual identity and brand system — designed to be warm, optimistic, consistent, and built to scale across every touchpoint where learning happens.
Introduction & Brand Foundations
Belakoo Trust was founded with a single, powerful belief: that every child deserves access to joyful, hands-on learning. This document is the definitive guide to how our brand looks, speaks, and behaves — across every campus, every communication, and every interaction.
☀ About Belakoo Trust
Belakoo Trust is a registered not-for-profit organisation founded in 2018 in Bengaluru, Karnataka. "Belakoo" (ಬೆಳಕು) means light in Kannada — both literal and aspirational. We illuminate paths for children from under-privileged communities through access to quality K–12 education, STEAM programmes, and life-skills sessions delivered by a dedicated volunteer ecosystem.
Our campuses operate as supplementary learning centres where students participate in weekly sessions across science, technology, engineering, arts, and mathematics. Every programme is delivered in the vernacular language to ensure accessibility, with curricula carefully designed alongside professional educators.
This standardised "About" paragraph must be used verbatim in all annual reports, donor update decks, grant applications, press releases, and corporate partnership documents. It should not be paraphrased or abbreviated without the approval of the brand custodian.
◈ Organisation at a Glance
| Type | Not-for-profit Trust (NGO) |
| Founded | 2018, Bengaluru, Karnataka |
| Trustees | Dr. Shivananda R. Koteshwar (Founder Trustee) · Mrs. Smitha Hemmigae (Founder Trustee) |
| Core Team | Shilpa Viswanath · Sashi Gundala · Suman Shanbhag · Seema Sharat |
| Campuses | Hebbal (Bengaluru), Hangrapura (Malavalli), Averahalli (Malavalli), RMV Second Stage (Bengaluru) |
| Focus | K–12 STEAM education & Life Skills |
| Contact | hellobelakoo@gmail.com · +91 99805 64770 |
| Website | www.belakoo.in |
| Registered Address | #50 Koteshwara, Bhuvaneshwari Nagar, Hebbal, Bengaluru 560024 |
✦ Brand Essence
Lighting Learning.
Three syllables capturing everything — the Kannada meaning of our name, the act of education, and the spark of curiosity we ignite in every child.
◎ Vision & Mission
Vision
To enable quality K–12 education for children from under-privileged communities across rural and urban India, giving them the tools to realise their highest potential and become lifelong learners.
Mission
To supplement government school curricula with carefully curated STEAM programmes and life-skills sessions, delivered by a talented volunteer ecosystem in the vernacular language, every single week.
◇ Brand Attributes
These four attributes guide every design decision, every piece of copy, and every interaction the brand has with the outside world.
Warm
Approachable, human, and inviting. Never sterile or institutional. Our brand should feel like a welcoming classroom, not a corporate brochure.
Structured
Organised and credible. We are a serious educational body with measurable impact, and our design must reflect that rigour and clarity.
Optimistic
Every visual choice should communicate possibility. We frame the world in terms of what children can achieve, not what they lack.
Community
Rooted in the neighbourhood, powered by volunteers. Our design should empower people to carry the brand — not intimidate them.
≡ Verbal Identity — Tone of Voice
Belakoo communicates with warmth, confidence, and understated authority. We are not a charity asking for sympathy — we are an education platform inviting partnership. All external communications must follow these principles.
Warm but Professional
Use empathetic, active language. Avoid corporate jargon and emotional manipulation. The tone should feel like a knowledgeable friend, not an institution.
Active Voice, Always
Lead with action. Show agency — the students are achievers, not victims. Every sentence should convey energy and forward movement.
Indian English Conventions
Use Indian English spelling (neighbour, programme, colour) except in brand-specific names. Numbers follow the Indian numbering system (lakhs/crores) where contextually appropriate.
Avoid Emotional Hyperbole
Warmth is essential, but avoid manipulative or sensational language. Let the facts and the students' achievements speak for themselves. Never use language designed to make the reader feel guilty.
¶ Terminology Standards
Standardised language ensures respectful, accurate representation of the Belakoo community across all materials.
| Approved Term | Instead of | Rationale |
|---|---|---|
| Students | Children, Kids | Conveys agency and academic dignity |
| Under-privileged | Poor, Needy, Disadvantaged | Structural framing, not deficit-based |
| Teachers and Volunteers | Instructors, Faculty | Reflects both professional educators and community volunteers |
| Campuses | Centres, Schools | Elevates the learning environment brand |
| Sessions | Classes, Lessons | Reflects the interactive, workshop-based format |
| Belakoo Framework | Our System, Our Method | Named, codified methodology |
⊞ Campus & Programme Nomenclature
As Belakoo scales to new locations and programmes, consistent naming ensures brand coherence across all communications — social media, annual reports, donor decks, press releases, and campus signage.
Campus Naming Convention
Belakoo Trust [City/Region] — [Campus Name]
Every campus must follow this three-part naming structure. The city or region provides geographic context, while the campus name provides local specificity. The word "Belakoo Trust" must always appear first — never abbreviate to just "BT" or "Belakoo" on official materials.
| Official Campus Name | Short Form (internal only) | Location |
|---|---|---|
| Belakoo Trust Bangalore — Hebbal Campus | Hebbal | Bengaluru, Karnataka |
| Belakoo Trust Malavalli — Hangrapura Campus | Hangrapura | Malavalli, Mandya |
| Belakoo Trust Malavalli — Averahalli Campus | Averahalli | Malavalli, Mandya, Karnataka |
| Belakoo Trust Bangalore — RMV Second Stage Campus | RMV Second Stage | Bengaluru, Karnataka |
Programme Naming Convention
Belakoo [Programme Name] [Year]
Named programmes, initiatives, and events must begin with "Belakoo" followed by the programme name and the year of the cohort or edition. This ensures uniform naming across fundraising materials, social posts, and impact reports.
| Example | Type |
|---|---|
| Belakoo BeNZ 2026 | Named campus programme |
| Belakoo STEAM Fair 2026 | Annual event |
| Belakoo Summer Bootcamp 2026 | Seasonal programme |
| Belakoo Reading Circle 2026 | Campus-specific recurring programme |
The Primary Mark
The Belakoo logo is our most important visual asset. It combines a circular emblem — depicting an adult volunteer guiding a child, framed within a crescent arc — with the logotype "Belakoo Trust." Together they communicate mentorship, community, and the spirit of lighting learning.
◈ 02.1 · Logo Versions
The Belakoo logo has two permitted versions. The Horizontal Logo is the preferred version and must be used in the vast majority of applications. The Icon Mark — the circular emblem alone — may only be used where the full logotype becomes too small to be legible (app icons, embroidery badges, small social avatars). It must never replace the full logo where space permits.
Primary on WhiteReversed on DarkReversed on Orange
Icon / Symbol Mark⊡ 02.2 · Clearspace & Exclusion Zone
The minimum clearspace around the logo on all four sides equals the height of the capital letter "B" in the logotype (value x). Nothing — text, images, patterns, or other graphic elements — may enter this exclusion area in any application.
Clearspace Diagram
x = cap height of 'B'↕ 02.3 · Minimum Reproduction Size
Print Minimum
The primary horizontal logo must never be reproduced smaller than 40 mm in width. The icon mark alone must never be smaller than 10 mm in diameter.
Digital Minimum
For screens, the primary logo must never be smaller than 200 px in width. The icon mark must never appear smaller than 40 × 40 px. Always use SVG or EPS when scaling.
⊘ 02.4 · Unacceptable Usage
The integrity of the logo depends on absolute consistency. The following alterations are strictly prohibited.
Never stretch, compress, or distort the logo proportions.
The logo must always appear horizontally level.
Never substitute the logotype font for any other typeface.
Never vertically compress the logo.
Never place on busy, patterned, or clashing backgrounds.
Never apply shadows, glows, outlines, or 3D effects.
◉ 02.5 · Approved Colour Applications
- Full colour (preferred)For all applications on white or light grey backgrounds. Default for all contexts.
- Reversed (white)Permitted on Belakoo Orange or Deep Charcoal backgrounds only.
- Single colour orangeOnly when full colour is technically impossible (e.g. one-colour screen printing, rubber stamps).
- GreyscaleOnly for black-and-white publications. Must use the approved greyscale master file — never manually convert.
⇲ 02.6 · File Format Guidelines
| Format | Primary Usage | Notes |
|---|---|---|
| SVG / EPS | All print: signage, banners, merch, embroidery | Vector — scales infinitely. Always the preferred format. |
| PNG | Digital UI, social overlays, presentations | Transparent bg. Min 300 DPI for print. |
| JPG | Last resort where transparency not supported | White background only. |
Naming: belakoo_logo_[type]_[colour].[ext]
Brand Colour Palette
The Belakoo colour palette is anchored by a warm, energetic orange supported by a deep charcoal, a warm off-white, and a set of refined neutral secondary tones. Click any swatch to copy its HEX value.
◆ 03.1 · Primary Palette
◇ 03.2 · Secondary Palette — Tonal Accents
These tonal secondary colours are designed to complement the primary Belakoo Orange thoughtfully. Rather than using contrasting or clashing brights, we rely on deep charcoals, warm terracottas, and golden yellows to provide depth and logical harmony.
▤ 03.3 · Approved Gradients
These three gradients derive seamlessly from our primary and secondary palettes, blending orange with yellow, white, and deep charcoal. No arbitrary neon hues are permitted.
⊜ 03.4 · Colour Accessibility (WCAG AA)
| Combination | Ratio | Status | Usage |
|---|---|---|---|
| Deep Charcoal on Off White | 12.1 : 1 | ✓ Pass | All text sizes — preferred |
| Charcoal Mid on Off White | 7.3 : 1 | ✓ Pass | Body text, descriptions |
| Orange on White | 2.7 : 1 | ✗ Fail | Large bold only (≥18pt bold) |
| White on Orange | 2.7 : 1 | ✗ Fail | Buttons, badges — never body text |
| White on Deep Charcoal | 12.1 : 1 | ✓ Pass | All text on dark backgrounds |
Typography System
Belakoo uses a three-typeface system. All are freely available on Google Fonts, ensuring consistent brand representation across all platforms without licensing costs.
Aa 04.1 · Primary Typefaces
Display & Headlines
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 ! @ # &
Geometric sans-serif. Use weights 600–900 for headings. Never use for body text.
Body & Print
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 ! @ # &
Optimised for screen legibility. Use weights 400–600. Never use for headings.
Website Only
Plus Jakarta Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 ! @ # &
Used on belakoo.in for both headings and body. Not for print or offline collateral.
≡ 04.2 · Visual Type Hierarchy
Each heading level is shown at its actual rendered size with the exact specifications listed alongside, following the approach used in professional style guides.
Lighting Learning for Every Child.
Brand Colour Palette
Campus & Programme Nomenclature
Belakoo Trust is a registered not-for-profit organisation founded in 2018 in Bengaluru.
We supplement government school curricula with carefully curated STEAM programmes and life-skills sessions.
Brand Guidelines v2.1 — April 2026
VOLUNTEER NOW
⇋ 04.3 · Typeface Substitution
When primary typefaces are unavailable (e.g. Microsoft Office, email clients, legacy systems), these substitutions are permitted.
| Primary | Substitute | Context |
|---|---|---|
| Montserrat | Trebuchet MS | Headings in Word, PPT, email signatures |
| Inter | Calibri | Body text in Word, PPT, email |
Never substitute with: Times New Roman, Comic Sans, Papyrus, Impact, or any decorative typeface.
Uniform Specifications
The Belakoo school uniform represents unity, pride, and a shared identity among students. It communicates that every child wears the same colours — removing socioeconomic markers and creating equality. The uniform must be made accessible and affordable.
Standard Uniform — White Polo with Orange Accents + Black Track Pants
Front & Side View◈ Component Specifications
- Top — White Polo T-ShirtPremium white polo T-shirt with a clean, athletic fit. Made from breathable cotton blend fabric for all-day comfort during school and activity sessions. Designed to be worn untucked for a relaxed and balanced look.
- Collar Accent — Belakoo Orange (#F5951E)Ribbed orange collar serving as the primary visual highlight. Adds a sporty identity while maintaining a clean and structured appearance.
- Sleeve Cuff Accent — Belakoo Orange (#F5951E)Orange sleeve cuffs on both arms, proportioned for a sharp and consistent finish. Matches the collar accent to create a unified top design.
- Logo Badge — Left ChestBelakoo icon logo placed on the left chest. Clean, single-colour orange application for high visibility and brand consistency. Positioned for balance with the overall garment silhouette.
- Bottom — Black Track PantsAthletic black track pants designed for comfort and movement. Elastic waistband for ease of wear. Tapered fit for a modern, clean silhouette suitable for both school and activity use.
- Side Stripe Detail — Belakoo OrangeDual orange side stripes running along both legs. Enhances visibility and adds a dynamic, sporty identity to the uniform.
- Secondary Logo — Left ThighBelakoo logo applied on the left thigh area of the track pants. Maintains brand consistency across the full outfit without overpowering the design.
- FootwearBlack sports shoes recommended for daily use. White sports shoes permitted during physical activity sessions.
Houses & House Colours
Belakoo's four houses are named after natural elements in Kannada and Sanskrit — anchoring children in their cultural heritage while celebrating the forces that sustain life. Each house has a dedicated colour used consistently across badges, flags, uniforms, and events.
House Flags — 1:2 ratio, portrait orientation
Campus display standard◆ 06.1 · House Colour Specifications
Each house colour must be reproduced exactly. Pantone (PMS) values are mandatory for all print applications.
Surya
Sun — ಸೂರ್ಯ
RGB 255 · 215 · 0
CMYK 0 · 15 · 100 · 0
PMS 116 C
Energy · Ambition · Leadership
Vaayu
Wind — ವಾಯು
RGB 29 · 78 · 216
CMYK 90 · 60 · 0 · 0
PMS 286 C
Freedom · Curiosity · Movement
Bhoomi
Earth — ಭೂಮಿ
RGB 22 · 163 · 74
CMYK 85 · 0 · 80 · 0
PMS 347 C
Stability · Growth · Resilience
Agni
Fire — ಅಗ್ನಿ
RGB 220 · 38 · 38
CMYK 0 · 90 · 90 · 0
PMS 485 C
Passion · Courage · Creativity
⚑ 06.2 · House Flag Construction
- Standard Flag300 × 600 mm (1:2). Solid house colour background. White Belakoo icon mark centred on the upper two-thirds.
- Desk Flag100 × 200 mm. Same proportional layout as the standard flag.
- TypographyHouse name in Montserrat ExtraBold, white, centred lower third.
- Outdoor Material150 gsm polyester, reinforced eyelets, UV-resistant inks.
- Indoor Material100 gsm satin for ceremony flags.
Bus & Transport
Belakoo's vehicles are moving ambassadors for the brand. A well-branded bus builds community recognition and demonstrates the professionalism and care that underpins everything we do.
Bus — Side View
Full livery
Bus — Rear View
Logo + contact▢ 07.1 · Livery Components
Roof Banner
Use a continuous Belakoo Orange strip across the roofline. Centre the logotype in white. Keep text minimal and clearly readable. Maintain consistent spacing on all sides.
Body Panels
Use golden yellow for the main body. Place the Belakoo logo in black at the centre, slightly reduced in size. Add a horizontal info band above the wheels. Do not let the band touch or overlap the wheels. Place phone, email, and website inside the band. Use icons and ensure equal spacing between each item. Place the address on the right in a single line. Keep it smaller and secondary.
Rear Panel
Centre the Belakoo logo in black and increase its size slightly. Place the address below in a single line. Add a horizontal info band above the bumper. Include phone, email, and website with equal spacing. Extend the roof banner onto the rear. Ensure all elements are aligned and evenly spaced.
◈ 07.2 · Vehicle Specifications
- Base ColourBelakoo Yellow (school bus standard).
- Contact Infowww.belakoo.in · info@belakoo.in · +91 98457 22117
- MaterialVinyl wrap — outdoor grade, UV resistant, 5-year durability minimum.
- MaintenanceInspect every 6 months. Peeling, fading, or damaged decals must be replaced immediately.
Official Documents
Official stationery and printed materials represent the Belakoo brand in everyday communication. Consistent design ensures professionalism and credibility across all touchpoints.
▧ 08.1 · Official Letterhead
Official Letterhead
A4 (210 × 297 mm)- SizeA4 (210 × 297 mm)
- Top margin40 mm (header block)
- Body margins20 mm left/right, 15 mm bottom
- HeaderDeep Charcoal (#1A1A2E) background with reversed white logo
- Sub-strip5 mm Belakoo Orange line below header
- FooterOrange Light (#FFF4E6) background
- Body fontInter 400, 10 pt
- Paper100 gsm white bond, uncoated
▤ 08.2 · Business Card
The business card uses a clean white front with a bold Belakoo Orange back. Orange was chosen over black because black ink, unless printed with a glossy lamination, almost always fades and looks worn over time — whereas orange remains vibrant and on-brand.
Front
Back
- Size85 × 50 mm (standard)
- FrontWhite bg. Logo top-left. Name: Montserrat ExtraBold 11pt. Title: Inter 7pt. Contact: Inter 7pt (+91 98457 22117). QR code bottom-right. Orange footer stripe 14 mm.
- BackSolid Belakoo Orange (#F5951E). White logo mark centred.
- Stock350 gsm coated, matte lamination both sides.
- Bleed3 mm bleed on all edges.
Wayfinding & Identity
Physical signage on campus must communicate clarity, community pride, and professional credibility. All five campus locations require consistent signage to reinforce unified brand presence.
⊞ 09.1 · Entrance Boards
Gate-mount Signage
1200 × 400 mm
Wall-mount Board
600 × 200 mm- LayoutWhite background. Logo centred or left-aligned. "Learning Centre" + campus name in Montserrat SemiBold.
- AccentBottom 15 mm strip in Belakoo Orange.
- MaterialAluminium composite panel with outdoor UV laminate. Stainless steel standoffs or wall-mount.
▢ 09.2 · Classroom Boards
Classroom Name Boards
Revised design — no teacher name- LayoutWhite or orange background. Room name in Montserrat Bold. Icon mark (20 × 20 mm) at the left.
- MountingEye level, 1500 mm from floor. Exterior boards must be weatherproof.
⚑ 09.3 · Event Banners
- Vertical Banner600 × 1800 mm. Orange background, white reversed logo and typography.
- Horizontal Banner900 × 2700 mm. Same colour system.
- TypographyEvent name in Montserrat Black (max 3 lines). Date/time/location in Inter Regular.
- MarginsMinimum 30 mm on all sides. Logo clearspace must be maintained.
- MaterialPantone-matched inks on vinyl or flex. UV-resistant for outdoor use.
⊞ 09.4 · Billboard Design
Billboard advertising extends Belakoo's visibility beyond the campus. These specifications ensure the brand appears clean, impactful, and legible at large scale.
Billboard Design Mockup
12000 × 6000 mm (standard)- Dimensions12000 × 6000 mm standard horizontal. 6000 × 12000 mm vertical. Design at 1:10 scale — 1200 × 600 mm recommended working file.
- LayoutClear zones for logo, headline, and image. Avoid placing content near edges.
- LogoPlace in a visible position. Keep clear space and proper contrast.
- TextUse short, bold headlines. Avoid long content.
- ImageryUse clear, high-quality visuals. Do not cover key subjects.
- MaterialPantone-matched inks on vinyl or flex. UV-resistant for outdoor use. Ensure minimum 150 DPI at print size.
Online Presence
Digital platforms play an important role in communicating the Belakoo mission and engaging with the wider community. A consistent visual and messaging approach ensures the brand remains recognisable across all online platforms.
◎ 10.1 · Website — belakoo.in
≡ 10.2 · Website Design Standards
Layout & Structure
12-column grid, 1200 px max width, 48 px page margins. Section spacing follows the 8 pt system (min 64 px between blocks). Sticky white nav bar with 3 px orange bottom border. "Volunteer Now" CTA always visible on the right.
Typography & Colour
Plus Jakarta Sans throughout. H1: 800 weight, 56–64 px, −3% tracking. Body: 400 weight, 16–18 px, 1.65 line-height. Background: Warm Off-White (#FFFCF8), never pure white. Hyperlinks: Orange (#F5951E), hover Orange Dark (#D07A10).
Buttons & CTAs
Primary: Orange with white text (Plus Jakarta Sans Bold, uppercase). Secondary: Charcoal with white text. Never place two primary buttons side-by-side. Min 44 px height for touch accessibility.
Photography & Content
Use real photographs of students and volunteers — never stock imagery. Photos must follow Section 11 guidelines. When photography is unavailable, lead with strong typography and orange accents rather than generic illustrations.
◈ 10.3 · Social Media Profiles
BELAKOO TRUST
belakoo.in
Profile Picture
All platforms: icon mark on white, circular crop, 400 × 400 px min. Never use the full horizontal logo as a profile picture.
Cover / Banner Sizes
| 820 × 312 px | |
| 1128 × 191 px | |
| Twitter / X | 1500 × 500 px |
Instagram Feed Guidelines
Alternate: session photography (70%), announcements (20%), quote/milestone posts (10%). Announcements: orange bg with white reversed logo. Quotes: warm off-white bg with charcoal typography. Always maintain 20 px margin from image edges. Never place the logo over faces.
Photography & Imagery
Every photograph used in any Belakoo communication must align with these guidelines to ensure the brand consistently projects warmth, dignity, and empowerment — never sympathy or deficit.
✓ Natural, joyful engagement
Action shot
✓ Campus context visible
Environment◎ 11.1 · Photography Standards
- Subject FocusVisible, smiling faces. Students must look engaged and active — candid over posed.
- LightingNatural daylight preferred. Golden-hour ideal for outdoor. No harsh flash.
- CompositionEye-level framing against clean, uncluttered backgrounds.
- Action over StillnessShow students doing — experiments, discussions, studying, building.
- ContextInclude lab equipment, campus greenery, or learning materials in frame.
- ConsentWritten photo consent must be obtained for all minors.
- ProhibitedNo poverty imagery, no sadness/distress, no "saviour" narratives, no stock photography.
Frequently Asked Questions
Common questions about brand implementation. For queries not covered here, contact the brand custodian at hellobelakoo@gmail.com.
⊞ Glossary of Terms
| Term | Definition |
|---|---|
| Artwork | A print-ready file prepared for production. |
| CMYK | Cyan, Magenta, Yellow, Black — the colour mode used by offset and most digital printers. |
| Greyscale | Resolving the logo in a single colour at varying depths. |
| Logo | The combined unit of the symbol (icon mark) and logotype (text). |
| Logotype | The text part — "Belakoo Trust" in the approved typeface. |
| Pantone (PMS) | Universal standard for specifying colour. Shade cards ensure consistent matching. |
| RGB | Red, Green, Blue — colour mode for all electronic displays. |
| Vector | File format (SVG, EPS, AI) using mathematical paths — scales infinitely. |
Lighting Learning.
Brand Guidelines v2.1 — April 2026
#50 Koteshwara, Bhuvaneshwari Nagar, Hebbal, Bengaluru 560024
hellobelakoo@gmail.com · +91 99805 64770 · www.belakoo.in