AMANA Brand Toolkit
Our philosophy and values, and the brand guidelines in one place: logo, typography, colour, voice, and templates. Open to partners and clients who collaborate with us.
Design values
Our design values are how AMANA's core values show up in our work.
Ownership · Skin in the Game
We take responsibility for the outcomes we create.
Ownership means we don't just complete tasks; we own the result and its impact.
Design in our perspective
Design is not styling or decoration, and not the last step before something goes live. Following Buchanan's four orders of design (1992), AMANA works across all four, often within one project.
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System
Businesses, organizations, education, government
At AMANA: Policy design, institutional strategy, programmes, curriculum. This is what AMANA delivers as a business.
We are not just making things look clear. We are building the capacity of systems to think and act more clearly.
Design, when everybody designs (Manzini, 2015)
Design activist
Where both meet
Experts and everyone else designing together, with people, not for them. This is what makes AMANA rare.
The AWD framework
A shared cycle for how AMANA designers think, decide, and create. Each project feeds the next. Pick a step.
Define the problem
Before opening any tool, understand what needs to happen and why. Clarity before craft.
Pillar
The same four pillars sort the Design Repository. Most work touches several, but one should always lead.
Consistency, distinctiveness
Identity
Builds and maintains the visual identity of AMANA, a program, or an event so it stays consistent and recognizable.
For example: Branding, logos, event identity, collateral.
Ask yourself: Is this about who we or the program are?
Our perspective on AI
We integrate AI across our work, from research and ideation to execution and delivery. The goal is elevation, not replacement: AI is a tool for excellence, not a substitute for judgment.
Use AI for
Brainstorm, generate rough concepts, explore ten directions fast. AI is a thinking partner: use it to open up problems.
Drafting copy, structuring documents, synthesising research, generating reference visuals. It moves the starting line forward.
When grounding in real documents (PDFs, policy papers), use AI to stay close to what the source actually says.
Never use AI to
Never prompt AI to replicate the style of a living artist or designer and use the output directly. For AI-generated visuals, use public domain or openly licensed works only.
Always disclose when AI was used. AI-assisted work claimed as entirely your own is misrepresentation, and it erodes trust with your team and clients.
Feedback culture
Have questions?
Not sure what the output should look like, or can't find what you need? We're here to help.
LalitNarrative & Strategy LeadAsk about: narrative, communication strategy, writing tonelalitia@amana.idDesign values
Our design values are how AMANA's core values show up in our work.
Ownership · Skin in the Game
We take responsibility for the outcomes we create.
Ownership means we don't just complete tasks; we own the result and its impact.
Design in our perspective
Design is not styling or decoration, and not the last step before something goes live. Following Buchanan's four orders of design (1992), AMANA works across all four, often within one project.
4
System
Businesses, organizations, education, government
At AMANA: Policy design, institutional strategy, programmes, curriculum. This is what AMANA delivers as a business.
We are not just making things look clear. We are building the capacity of systems to think and act more clearly.
Design, when everybody designs (Manzini, 2015)
Design activist
Where both meet
Experts and everyone else designing together, with people, not for them. This is what makes AMANA rare.
The AWD framework
A shared cycle for how AMANA designers think, decide, and create. Each project feeds the next. Pick a step.
Define the problem
Before opening any tool, understand what needs to happen and why. Clarity before craft.
Pillar
The same four pillars sort the Design Repository. Most work touches several, but one should always lead.
Consistency, distinctiveness
Identity
Builds and maintains the visual identity of AMANA, a program, or an event so it stays consistent and recognizable.
For example: Branding, logos, event identity, collateral.
Ask yourself: Is this about who we or the program are?
Our perspective on AI
We integrate AI across our work, from research and ideation to execution and delivery. The goal is elevation, not replacement: AI is a tool for excellence, not a substitute for judgment.
Use AI for
Brainstorm, generate rough concepts, explore ten directions fast. AI is a thinking partner: use it to open up problems.
Drafting copy, structuring documents, synthesising research, generating reference visuals. It moves the starting line forward.
When grounding in real documents (PDFs, policy papers), use AI to stay close to what the source actually says.
Never use AI to
Never prompt AI to replicate the style of a living artist or designer and use the output directly. For AI-generated visuals, use public domain or openly licensed works only.
Always disclose when AI was used. AI-assisted work claimed as entirely your own is misrepresentation, and it erodes trust with your team and clients.
Feedback culture
