How to do a style guide for a small Indian non-profit organization, Case: Atma

Abstract

This thesis is written for a small Indian non-profit organization called Atma that works on a consultancy and training basis for other non-governmental organizations in the field of education in India. The purpose of this thesis is to create a value adding product for the commissioning organization, hence improving the organization in its capacity building.

The project objective is the creation of a style guide for the case organization. The manual aims at assisting the case company’s volunteers and staff in creating style guides. The project objective is achieved by performing the following project tasks: clarifying the importance and meaning of a style guide in corporate branding, planning the style guide with theory alignment and creating the style guide.

The thesis is based on primary and secondary data collection methods, namely, on a case study, personal observations and literature analysis. The different methods were used interchangeably throughout the thesis process in achieving the project objective, that was successfully achieved by combining the respective findings from the literature anaysis and field study; A step-by-step style guide was created for the case organization with the focus on corporate visual expression aspect.