Identity Guideline
Identity Guideline
KETAN PATEL
identity guideline
2025
My identity as it appears today. Known aliases: Kets, K2 and K
introduction
My name is Ketan Patel and this is my Identity Guideline.
This is a guide to how i should look, feel and sound as a person; a guide that should serve as an aid for myself and for those around me in ensuring my identity remains clear, consistent and correct.
It should be noted that this guideline is intended as just that, a guide. If followed, these guidelines will help my indentity to evolve yet be consistent at every touchpoint.
Key identity formats
My visual identity is based on casual construction. It is careless yet considered and rumpled yet designed. It has been created to allow for a number of formats that work alongside a consistent and varied colour palette.
There are three key formats in which my identity can appear:
Full colour Maximum size
Full colour Medium size
Full colour Minimum size
Medium size
Maximum size
Minimum size
Colour palette
My identity can appear in either full colour or black and white (mono). In both formats the core colour palette, consisting of grey, must be present at all times. When appearing in colour, the secondary palette should be consist of a number of variations and combinations, all of which must complement the core palette.
While colours and styles within the secondary palette can be layered, they must reference seasonal change. Under no circumstances should transparency ever be used.
Full colour palette
GRAYSCALE
There will be instances in which my identity will appear in black and white (mono). In this format the core colour palette of grey must be retained.
Use of grey in this format should be considered carefully. Overuse of black can have a potentially ‘roadman’ feel on perception but can also be used to streamline my identity when navigating the London areas. Excess use of white is highly discouraged.
Grayscale
Mono
Graphic devices
Supporting graphic devicee should be used as simple additions to enhance creativity, improve organisation, focus and warmth. While these items items can be updated and will change over time, they must incorporate a colour of 100% black.
Memory
Focus and Warmth
100% Black
incorrect use
Adhering to Colour and Graphic Device guides will ensure consistency while allowing for the evolution and variations of my identity. Incorrect use of these elements will confuse not only myself, but those I interact with.
These examples show how even the smallest alteration can dilute and confuse my identity, affecting overall perception.
Tucking
Tying
clearance space
Everybody needs their own space.
A defined clearance space or ‘personal’ space must be adhered to at all times. The preferred distance is based on the width of my identity and should be maintained on all sides.
100% Clearance
tone of voice
My tone of voice can be summed up in two words: clear and direct.
Historically, my verbal expression has been equal parts positivity and scepticism. I have noticed that an overly scepticism or critical tone can lead to negative perception so humour is used to balance the tone.
Criticism should follow the I think rule. This rule allows me to take ownership of critical statements, lessening any negative impact.
The rule simply involves beginning statements with ‘I think…’ Take for example a common, aggressively delivered statement:
”This is sh*t.”
When the I think rule is applied the statement now reads,
”I think this could be better.”
Using this rule automatically triggers my brain to re-word any critical statements.
sustainability
I care about myself and I care about my environment.
A strict diet must be adhered to all times and the use of of recycled materials is encouraged in all aspects of my identity.
Below is a quick checklist of Dos and Don’ts that will help me to maintain a healthy, environmentally aware lifestyle:
Dos
Vegetarian (if chicken, pork or fish is not available)
Recycling
Exercising
Public transport (if car journey is longer)
Energy efficient appliances
Don’ts
Aubergines, spam and mashed potatoes
Excessive smoking*
Excessive drinking*
Excessive driving*
*Please note that while these actions are not in keeping with a healthy, sustainable lifestyle, they are at times unavoidable.
additional information
The purpose of these guidelines is to provide a framework for my identity that will help ensure it remains consistent, original and clear.
There will be occasions where elements will need to change or evolve, and situations may arise that have not been covered in these guidelines. In these instances my judgement, and that of those close to me, should be used to determine what direction would best suit my identity.
For any questions or further information regarding me please connect with me.