Digital Brand Identity Manual

Government of India
Ministry of Electronics and Information Technology

Digital Brand Identity Manual
Version 2.0
March 2024

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Digital Brand Identity Manual2Digital Brand Identity Manual

Bringing Citizens and Government closer
In the Amrit Period of Independence, we are marching ahead rapidly tocreate a transparent system, efficient process and smooth governance tomake development all-round and all-inclusive. The Government is committed
to strengthening good governance, that is pro people, and proactive
governance. Guided by the ‘citizen-first’ approach, we remain untiring in ourefforts to further deepen the outreach of our service delivery mechanisms
and make them more effective.
PM Modi during Sushasan Diwas in December 20, 2021

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Digital Brand Identity Manual

TABLE OF CONTENT
1

2

3

4

5

6

7

INTRODUCTION .............................................................................................................................. 6
1.1

OBJECTIVES OF THE DBIM ..................................................................................................................... 7

1.2

APPLICATION OF THE DBIM .................................................................................................................. 7

COLOURS ......................................................................................................................................... 9
2.1

PRIMARY PALETTE ................................................................................................................................. 9

2.2

FUNCTIONAL PALETTE .......................................................................................................................... 11

ICONS AND STYLES ....................................................................................................................... 13
3.1

FUNCTIONAL ICONS ............................................................................................................................ 13

3.2

CONTEXTUAL ICONS ............................................................................................................................ 13

3.3

STYLE VARIATION ................................................................................................................................ 14

3.4

ICON SIZES ......................................................................................................................................... 14

3.5

MANDATORY CHECKLIST ...................................................................................................................... 16

3.6

BEST PRACTICES & RECOMMENDATIONS................................................................................................ 17

TYPOGRAPHY ................................................................................................................................ 19
4.1

TYPES AND STYLES ............................................................................................................................... 19

4.2

MULTILINGUAL SUPPORT ..................................................................................................................... 20

4.3

TYPE SCALE ......................................................................................................................................... 20

4.4

TYPE PAIRING ...................................................................................................................................... 23

4.5

TYPE COLOUR USAGE ........................................................................................................................... 23

LOGO .............................................................................................................................................. 26
5.1

IDENTITY SYSTEM ................................................................................................................................ 26

5.2

LOGO LOCKUP VARIATION .................................................................................................................... 27

5.3

COLOUR VARIATIONS ........................................................................................................................... 31

5.4

GENERIC BRANDING – HEADER AND FOOTER ......................................................................................... 31

5.5

FOOTER .............................................................................................................................................. 33

IMAGERY ........................................................................................................................................ 36
6.1

TECHNICAL CONSIDERATIONS .............................................................................................................. 36

6.2

BEST PRACTICES & RECOMMENDATIONS................................................................................................ 39

CONTENT ....................................................................................................................................... 43
7.1

CONTENT STRATEGY ............................................................................................................................ 43

7.2

CONTENT CREATION AND FORMATTING ................................................................................................. 46
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7.3

CONTENT OPTIMIZATION AND ACCESSIBILITY......................................................................................... 50

7.4

CONTENT LIFECYCLE MANAGEMENT ...................................................................................................... 50

7.5

CENTRAL INFORMATION PUBLISHING SYSTEM (CIPS) ............................................................................ 51

7.6

IMPROVING MULTILINGUAL VISIBILITY................................................................................................... 52

8

ADHERENCE TO ACCESSIBILITY ................................................................................................... 57
8.1

PERCEIVABLE ...................................................................................................................................... 58

8.2

OPERABLE .......................................................................................................................................... 58

8.3

UNDERSTANDABLE .............................................................................................................................. 58

8.4

ROBUST ............................................................................................................................................. 58

9SEARCH OPTIMIZATION ............................................................................................................... 60
9.1

10

FEATURES ........................................................................................................................................... 60

PERFORMANCE ENHANCEMENT .................................................................................................. 64

10.1

PAGE PERFORMANCE ENHANCEMENT ................................................................................................... 64

10.2

USER INTERACTION RESPONSIVENESS ................................................................................................... 65

10.3

VISUAL STABILITY AND OPTIMIZATION .................................................................................................. 66

10.4

RESOURCE MANAGEMENT AND MONITORING ....................................................................................... 66

10.5

ANALYTICS ......................................................................................................................................... 67

10.6

KEY POINTERS ..................................................................................................................................... 67

A

MINISTRY OR DEPARTMENT WEBSITE ........................................................................................ 70

B

MOBILE APPS............................................................................................................................... 103

C

SOCIAL MEDIA ............................................................................................................................. 110

D

COMPLIANCE MATRIX ................................................................................................................ 129

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Digital Brand Identity Manual

1 Introduction
India is setting an example for the world with its digital growth story bydemonstrating a rapid increase in digital infrastructure and adoption.
Government of India’s active work on expanding its digital presence aims
to enhance governance, service delivery, and communication with citizens.
With the Government of India’s digital platforms emerging as the firstpoint of contact and a preferred medium for citizens, a cohesive andcompelling brand presence is essential to engage with the national andglobal audiences effectively. The Digital Brand Identity Manual (DBIM)
emerges as a comprehensive guide tailored to meet the unique needs ofthe Government of India in establishing a harmonious visual identity
across its digital platforms. The aim is to ensure that the digital
harmonization will invoke higher trust and create better recall value forthe citizens and facilitate simplified citizen interactions by enabling easy
discovery of content and services.
This manual serves as a blueprint for aligning the different digitalplatforms of the Indian government consisting of websites, web apps,
mobile applications and social media under a unified brand language. It
must be implemented in conjunction with latest version of GIGW including
but not limited to the aspects of quality, accessibility, security and lifecycle
management.

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1.1 Objectives of the DBIM
The primary objective of the DBIM is to define the key elements that willcontribute to a unified and consistent visual identity for the Governmentof India in the digital platforms. The DBIM aims to achieve two
overarching goals:•

To Guide: The DBIM acts as a comprehensive style guide and outlines
the visual, textual and experiential elements necessary to bringharmonization in the digital platforms of the Government of India. This
includes color palatte, typography, iconography, and more.

•

To Preserve: It aims to maintain the integrity of the government's
digital brand to portray a cohesive and compelling brand presence toboth national and global audiences.

1.2 Application of the DBIM
All the elements detailed in the DBIM are applicable across all
Government of India’s digital platforms. Apart from this, to ensure a
unified user experience, the application of the same is defined for
different categories of digital platforms in the respective Annexures. This
ensures that besides providing a uniform brand experience, DBIM also
adapts to the unique requirements and contexts of varying digitalinterfaces, from official websites to mobile applications and social media
channels.

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COLOURS8

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2 Colours
This section defines the colour palettes available for various types ofcitizen facing digital platforms.

2.1 Primary palette
Each Government entity must choose one colour group from the primary
palette illustrated in Figure -1. The following points must be consideredwhile selecting a colour group:•

Select one group from the primary palette consisting of 1 key colourwith its 6 variants.

•

Select the colour group that best represents the primary functions andobjectives of the entity.

•

In cases where entity has an established brand colour, the colour
group may be used to complement and enhance the entity’s brandpresence.

•

The use of colour must ensure that the accessibility of the digitalplatforms is not compromised.

•

The colour group chosen must be used for digital platforms only.

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Figure -1: Primary colour palette

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2.2 Functional palette
The functional palette is for application across functional elements of thedigital platforms such as text, background etc. and as must be used as
illustrated in Figure -2.

2.2.1 Usage
Linen#EBEAEA•

Background colour to highlight images.

•

Background colour for quotes or text elementsthat need special attention.

•

Outlines to boxes, components.

Inclusive•

Primary background colour of the page.

White

•

Background colour for the headshots ofindividuals.

#FFFFFF

Deep Earthy•

Colour of text over dark background.

•

Colour of icon on dark background.

•

Colour of the State Emblem on dark background.

•

Text colour over light background such as

Brown

inclusive white, linen, etc. Please note the key#150202

colour (darkest shade) of the selected colourBlackgroup may also be used as text colour.
•background.

#000000

Deep Blue#1D0A69

Colour of the State Emblem of India on light•

The colour used exclusively for GOV.IN website
to give a distinct identity to the root website.

Figure -2: Functional colour palette

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ICONOGRAPHY

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3 Icons and Styles
An extensive icon bank has been curated in the Digital Brand Experience
Toolkit website comprising of functional and contextual icons as described
below.

3.1 Functional icons•

Functional icons have been curated on the patterns of globally
recognized symbols that maintain consistent meanings acrossdifferent platforms.

•

All functional icons must either be in the key colour (darkest shade) of
the colour group selected from the primary palette or inclusive white
as specified in Figure -2 above.

•

Some examples of functional icons are as illustrated in Figure -3.

Voice searchE-mail

SearchCameraFigure -3: Functional icons

3.2 Contextual icons•

This set of icons are contextual to the various functions performed byGovernment entities and their scheme, program or service offerings.

•

These icons may change dependent on the context and content;
however, the style must remain consistent with the general styleestablished for the functional icons.

•

All contextual icons must be in key colour (darkest shade) of the colour
group selected from the primary palette illustrated in Figure -1 orinclusive white as specified in Figure -2.

•

Some examples of the contextual icons are as illustrated in Figure -4.

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SchemesCompetitions

Parliament

Policies

Figure -4: Contextual icons

3.3 Style variation
Two distinct icons styles are established which can be used by thegovernment entities. It must be ensured that only one icon style must be
used across the digital platform to maintain consistency.
Style 1: Line icons

Voice

Email

Play

CameraPlay

CameraFigure -5: line icons

Style 2: Filled icons

Voice

Email

Figure -6: Filled icons

3.4 Icon sizes
Using multiple sizes ensures adaptability to different contexts and screen
sizes. A bank of functional and contextual icons will be available in the
Digital Brand Experience Toolkit website under the section of “Visual
Library”. Each icon would be available in PNG and SVG formats in the 4
sizes defined in Figure -8

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Figure -7: Icon framing within boundary

Note: The size given above includes the 2px padding surrounding the icon
Figure -8: Icon size variation

3.4.1 Crowdsourcing library
In the instance that a Government entity has created an icon bank thataligns with the icon style and recommendations mentioned above, theentity has an option to submit the icon bank on the Digital Brand
Experience Toolkit website. This would be checked for DBIM complianceand on meeting the criteria, the icons would be published in the visuallibrary to be used by other Government entities.

3.4.2
i.

Icon purchase and use
In the instance where icons are not available in the visual library of
the Digital Brand Experience Toolkit website, the government
entities can purchase required icons from online sources. Do not use
any icon pack without acquiring the appropriate usage rights.

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Digital Brand Identity Manualii.

In case icons are downloaded from free online resources,
appropriate attribution must be provided to the artist or theplatform as mentioned in their usage and licensing terms.

iii.

While curating and purchasing contextual icons the Government
entities must ensure the icon style closely matches the icon styleestablished in Section 3.1, 3.2 and 3.3.

3.5 Mandatory checklisti.

Always use the icons from the icon library provided in the Digital
Brand Experience Toolkit website under the Visual Library section.

ii.

Always use icons as per the styles defined in Section 3.3 and as
illustrated in Figure -5 and Figure -6.

iii.

Icons size must be as per the sizes defined in Section 3.4.

iv.

Always retain the proportions of the icon as provided in the icon.
library. Avoid changing the proportions and compressing it to fit into
a confined space as illustrated in Figure -10.

v.

Always place a black overlay with 80% opacity over an image before
placing a contrasting colour icon (white icon over dark images anddark primary coloured icons over light coloured images) as
illustrated in Figure -10.

vi.

Include tooltips or hover-over text for icons to provide additional
context or clarification as illustrated in Figure -9. Tooltips help users
understand the purpose of an icon if its meaning is not clear.

Figure -9: Tooltip in exemplar website

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Digital Brand Identity Manualvii.

For significant actions or functions, both the icons and its text label
must be used. This dual approach ensures clarity and accessibility fora wider range of users, including those with visual impairments.

Figure -10: Iconography do's and don'ts

3.6 Best practices & recommendations•

Use icons sparingly: Employ icons judiciously to highlight criticalactions or essential information. Overuse of icons can clutter theinterface and confuse users.

•

Choose recognizable icons: Select icons that are universally
recognized and intuitive to users. Avoid using ambiguous or obscuresymbols that may cause confusion.Refer to Figure -11.

Recognizable

Ambiguous

Figure -11: comparison between recognizable and ambiguous icon for document17

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TYPOGRAPHY

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4 Typography
4.1 Types and styles
Noto Sans has been selected as the main typeface for the digital presenceof Government of India because it is an inclusive typeface that excels in
multilingual support, consistency, web-friendliness, and versatility. It
ensures readability, and has clear & well-crafted letterforms, along withbalanced spacing contributing to a comfortable reading experience.

4.1.1 Application/usage•

Alignment: Body text must be kept left aligned. For column layout
keep the alignment justified.

•

Character settings: Kerning must be set to metric, tracking at 0pt.

•

Applications: To be applied to all text content.

•

Weights: The weights for all applications shall be as illustrated below:

Figure -12: Icon weight variations

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4.2 Multilingual support
For regional languages, Government entities must use Noto Sans scripts.

Figure -13: Multilingual support in Noto Sans family

4.3 Type scale
Consistent application of the scale and hierarchy reinforces clarity andprofessionalism. Illustrated here are the most common font sizes used.
During text application only use text and not images of text for conveying
information in digital content, ensuring accessibility. Refer to (WCAG 2.1 –1.4.5) (GIGW 3.0 5.2.16)

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4.3.1 For websites
The following sizes have been defined for the desktop view of the website.
These must be used while building any digital platform for Government
entities.

Figure -14: Type scale for website application

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4.3.2 For mobile
The following sizes have been defined for the mobile view. These must be
used while building any digital platform for Government entities.

Figure -15: Type scale for mobile application and webapp usage

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4.4 Type pairing
Detailed below are a few indicative font pairing options that theGovernment entities may use in the content section. This is not an
exhaustive list.

Figure -16: Illustrative font pairing

4.5 Type colour usage
Text colour must be chosen to provide an optimal contrast with thebackground to ensure readability and conform to accessibility guidelines(WCAG 2.1 - 1.4.3. and GIGW 3.0-5.2.14). Refer to Figure -17 and Figure -18
for appropriate font colour usage.

Figure -17: Do's and Don'ts for using text colour over functional colors

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Figure -18: Best practices for incorporating accent colours with type24

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LOGO

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5 Logo5.1 Identity system
The State Emblem of India provides a unique identity to the Government,
and this must be used in a consistent manner across all platforms. The
emblem elements must never be separated or manipulated in any way.
The State Emblem of India consists of 2 main elements:
1. Ashoka Stambh
2. “Satyameva Jayate”

1

2
Figure -19: The State Emblem of India

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5.2 Logo lockup variation
Logo lockups have been defined keeping in mind the usage across Central
Government entities. Detailed below are the different types of logo
lockups defined for different types of Government entities.
Style

Usage

Application

Lockup 1

GOI + Bharat Sarkar

Generic

Lockup 2

Ministries, Department

National level

Lockup 3A - With theOrganization

National level

State Emblem

PSUs

Lockup 3B - Without
the State Emblem

Authorities
Banks
Companies
Institutes/Universities/Boards
Regulatory Bodies

All government entities must refer the “The State Emblem Of India(Regulation Of Use) Rules, 2007” and subsequent guidelines, issued by
Ministry of Home Affairs, to identify if they are allowed to use the State
Emblem or not and accordingly select the appropriate lockup.
The principles of lockup are designed to ensure flexibility across different
platforms. They have been designed to keep sizing, weight and spacing
consistent.

5.2.1 Lockup 1•

Generic – The State Emblem of India with Government of India indual languages: The State Emblem with Government of India written
in Hindi and one other language such as English or any other official
Indian language. This emblem lockup will have 2 variations:oCentrally aligned: to be used in document cover page; andoLeft aligned: to be used in website headers, apps & social media
posts.
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The dimension ‘x’ is equal to the width of the emblem. This dimension‘x’ is used to determine the clear space around the emblem lockup
and the spacing between the text in different languages.

Style 1: Text to be centrally aligned with the State Emblem.

Figure -20: Logo Lockup 1 - style 1

Style 2: Text to be left justified next to the State Emblem.

Figure -21: Logo Lockup 1 - style 2

5.2.2 Lockup 2•

National level – The State Emblem of India with Government ofIndia and Ministry/Department’s name (Central): To be used bycentral ministry and departments in the header with Government ofIndia and the name of the ministry/department written in a single
language.
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The dimension ‘x’ is equal to the width of the emblem. This dimension‘x’ is used to determine the clear space around the emblem and thespacing between the text for Government of India and theministry/department name.

Figure -22: Logo Lockup 2 – Short nameFigure -23: Logo Lockup 2 – Medium length nameFigure 24: Logo Lockup 3 –Long name5.2.3 Lockup 3A•

National level – The State Emblem of India with Government
entity logo and Entity name: To be used in the header alongside theState Emblem and the name of the Government entity written in a29

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single language. This lockup can be used by all entities that areallowed to use the State Emblem in their portals.

Figure -25: Logo Lockup 3A – The State Emblem with Govt. entity

5.2.4 Lockup 3B•

National level - Government entity logo and Entity name: To beused in the websites/portals in the header with the name of theGovernment entity written in a single language. This lockup can beused by all entities that are not allowed to use the State Emblem intheir portals.

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Figure -26: Logo Lockup 3B – Govt. entity logo and entity name

5.3 Colour variations
Logo lockup variation must be decided based on the background colour
used in the page.
•

White background - When placing the emblem on a whitebackground, use the emblem with the black colour line.

•

Dark background - Always use the white version of the emblem whenplacing it on any dark background.

Figure -27: Logo lockup with white and dark Background

5.4 Generic branding – Header and Footer
The header component is the first glance into any digital platform and isalso the one element, if unified, can bring in a visual harmonization acrossthe different portals. This component is defined to ensure that between
the header and footer component, all the key elements across thedifferent entities are captured. The header consists of 2 types of content:
i.

Fixed

a) Engagement bar (search)b) Functional icons (skip to main content, language, accessibility tool
bar and hamburger menu)ii.

Dynamica) Government entity name: Use logo lockups as defined in Chapter 5.
Name in Hindi or other language will appear on selection of thelanguage.
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Digital Brand Identity Manualb) Co-branding section: Logos for flagship programs, events etc. of
the Government entity concerned can be showcased here.
c) Login/Register – relevant for entities that have a post login
workflow.
For each of the above lockups across all Central Government entities, aredetailed below:

5.4.1 Header 1 - Central – Ministries and Departments
This header option must be used by all central ministries and departmentson their websites. It captures Logo Lockup 2 along with a highlighted
search bar, space for cobranding logo, accessibility icons (skip to maincontent, language selection, accessibility toolbar) and Menu. Example
illustrate in Figure -28.

Figure -28: Website header for Central Level Ministries and Departments

5.4.2 Header 2 - Central Government entities other than
Ministries and Departments (with the State Emblem)
This header option must be used by all Central Government entities intheir websites/portals/applications which are allowed to use the State
Emblem. It captures the Logo Lockup 3A along with a highlighted searchbar, space for logos on marque events, initiatives etc., accessibility icons(skip to main content, language selection, accessibility toolbar) menu anda profile icon for login/register. Example illustrate in Figure -29.

Figure -29: Website Header for Central level - All other Government entities (with the State
Emblem)32

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5.4.3 Header 3 - Central level – All other Government entities(without the State Emblem)
This header option must be used by all Central Government entities intheir websites/portals who cannot use the State Emblem. It captures the
Logo Lockup 3B along with a highlighted search bar, space for centrally
published logos on marque events, initiatives etc., accessibility icons (skipto main content, language selection, accessibility toolbar) menu and a
profile icon for login/register. Example illustrated in Figure -30.

Figure -30: Website Header for Central level - All other Government entities (without the State
Emblem)5.5 Footer
The footer components capture all the links that the user needs thereference of such as:•

Website policy•

Archives•

Sitemap•

Related links•

Social media links

•

Help

•

Feedback•

Lineage

Detailed below is a generic footer component that all government entities
must follow in their digital platforms. Example illustrated in Figure -31.
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Figure -31: Illustrative website footer

The footer must state the lineage in the following manner for the different
types of government entities:
A. Central government department - ‘This Website belongs to
Department of Heavy Industries, Ministry of Heavy Industries
and Public Enterprises, Government of India’
B. State government department - ‘This Website belongs to
Department of Industries, State Government of Himachal
Pradesh, India’
C. Public sector undertaking - ‘This is the official Website of Gas
Authority of India Limited (GAIL), a Public Sector Undertakingof the Government of India under the Ministry of Petroleum
and Natural Gas’34

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IMAGERY

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6 ImageryIn digital branding, imagery plays an essential role. From websites toapps, it shapes user experiences and reinforces the brand identity. Thissection outlines recommendations to select, create, and implement
imagery for cohesive visual storytelling across all digital platforms of thedifferent government entities.

6.1 Technical Considerations
6.1.1 File Sizes•

Image type

Size

Background images

Maximum up to 2MB

Banners and header images

Maximum up to 2MB

Thumbnail images

Maximum up to 100KB

High-resolution photographs

Maximum up to 5MB

For all high-resolution photographs that are uploaded to the digitalplatform, thumbnails (Maximum up to 100KB) must be generated forviewing purposes, and the user must be provided an option to
download the image in the original high-resolution size.

•

Images must not be scaled and must be optimized before publishingon the digital platform.
Image Format

Usage recommendation

WEBP

Photographs, continuous tone images; gradients,
supports transparency

PNG

Bitmapped image format that employs lossless datacompression and supports transparency

JPEG/JPG

Photographs, continuous tone images, does notsupport transparency

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6.1.2 Alternative text•

A meaningful and explanatory alternative text must be added to makeimages accessible in confirmation with the GIGW 3.0.

•

Do not use generic terms such as “image,” “image of,” or “picture of”
when writing alternative text.

•

Avoid writing alternative text that is longer than 100 characters.

•

Exception: If using informative images, alternative text may be longer.

6.1.3 Permissions and Licensing•

Do not use stock imagery with watermark or edited watermark.

•Do not use any stock imagery without purchasing appropriate usage
rights.

•Prior permissions are required from the individuals who are planned
to be featured prominently in the photographs.

•

Do not use content and/or images from another website without
permission. For example, do not use images found through searchengines without permission of the owner Publish the source, of suchcontent and/or image along with it. that is sourced with permission,from the creator for publishing, has been obtained.

•

Image with creative commons license may be preferred while taking
from search engine.

6.1.4
•

Headshots

On the website the headshots of individuals must always be distinctly
marked out with a highlight line at the bottom and a clear white.
background. This will help to distinguish and frame the formal &official photos from the candid ones.

•

Image must maintain a ratio of 1:1. The face must cover 50% of thecontainer space.

•

Headshots must always be on a white background, front profile,looking into the camera and turned slightly to the side. Refer to Figure-32 for headshot proportions and example.
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While capturing the headshot, images from both left and right angles
must be taken. Always use proper studio lighting.

•

When an individual’s photo is placed to the left of the webpage, theymust face to the right.

•

When an individual’s photo is placed to the right of the webpage, theymust face to the left.

•

The headshots must display a sense of confidence in the facial
expressions. Aim for a neutral or a slight, natural smile.

•

Use the key colour from the selected colour group for the highlightline at the bottom of the headshot when using on any digital platform(website, app, social media).

X
X
Figure -32: Headshot container. Face must cover 50% of the space38

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6.2 Best practices & recommendations
To support the government entities in choosing imagery that is captive
and communicative, given below are few recommendations and bestpractices in photography.

6.2.1 Composition
Pay attention to the arrangement of elements within the frame. Utilize
techniques such as the rule of thirds, golden ratio, leading lines, andframing to create visually engaging compositions.

6.2.2 Lighting
Use natural lighting wherever possible while filming or taking photos. For
indoors or night shots use artificial lighting unobtrusively. Try to avoid
harsh shadows and overexposure. Consider the time of day and the
direction of light for optimal results.

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6.2.3 Colours
Pay attention to color balance and contrast in your photos. Adjust whitebalance settings to ensure accurate colors. Enhance contrast to make yourimages more vibrant, but be careful not to overdo it.

6.2.4 Focus and sharpness
Keep your subject in sharp focus. Use auto-focus or manual focus
depending on the situation. Pay attention to depth of field to control what
is in focus and what is blurred.

6.2.5 Perspective
Experiment with different angles and perspectives to add interest to yourphotos. Try shooting from high above, down low, or from unusual vantage
points to create unique compositions.

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6.2.6 Subject and story
Choose interesting subjects, think about the story you want to convey
through your photographs. Capture moments that evoke emotion or tell anarrative. Consider everything in the image, including signage in the
background, avoiding anything that doesn’t represent India appropriately.

6.2.7 Simplicity
Sometimes less is more. Simplify your compositions by removing
distractions and focusing on your main subject.

6.2.8 Post processing
Use editing software to enhance photos but aim to maintain a naturallook. Adjust exposure, contrast, color balance, and sharpness as needed,
but avoid heavy-handed editing that can make your photos look artificial.

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CONTENT

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7 Content
This section lays out fundamental recommendations for all digitalplatforms, emphasizing the principles essential for structuring and stylingthe content across the different phases- planning, creation and deliveringcontent.

7.1 Content strategy
7.1.1 Identifying audience persona
User personas are identified by understanding the broad categories ofuser profiles who are most likely to interact with the information orservices provided on the Government entity’s digital platform and by
studying the user behavior on the same. User personas are essential for
personalizing data on government websites. By creating personas,
content can be customized to meet the specific needs of the users which
improves the overall user experience and hence enhances retention.
Key steps for identifying and creating user personas:i.

Data collection and analysis: Gather data from various sources such as
website analytics, surveys, and user feedback to understand audiencedemographics, behaviors, and preferences.

ii. Segmentation: Segment the audience based on common
characteristics such as age, gender, location, and interests to identify
distinct user groups.
iii. Persona development: Develop detailed personas for each user
segment, incorporating demographic information, goals, motivations,challenges, and preferred content formats.
iv. Validation and refinement: Validate personas using real user data andfeedback, refining them as necessary to ensure accuracy andrelevance.

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7.1.2 Content grouping
Government entities must be minimalistic while creating content
groups/categories. This approach refers to the deliberate decision to
include only essential information within each categorized group.
The content buckets for most digital platforms for the range ofgovernment entities must be broadly categorized under the following
groups.
Content cluster

Minimal Content

Additional content

About Us

Our team

Performance/dashboard

Vision & mission

Spotlight

About the entity

What’s New

Documents

Reports
Acts and policies
Orders & Notices
Publications
Announcements
Press releases

Resources

PhotosVideosPodcasts
Brochures
Presentations

Offerings

Tenders
Vacancies
Programs
Schemes and services
Initiatives

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Digital Brand Identity ManualContent cluster

Minimal Content

Additional content

Connect

Contact details

Public Forum

Directory

Grievance Redressal

RTI
FooterArchives
Website policy
Sitemap
Related links
Help
Feedback
Social media links

7.1.3 Information Architecture – best practices
In addition to minimal and additional content, government entities oftenfeature specific service-related content and workflows. To effectively
organize this information, adherence to best practices andrecommendations in information architecture is crucial.
i.

3-Level navigation: Simplify content discovery with three-tiered
navigation, guiding users from main categories to subcategories
and specific content pages efficiently.

ii.

Relatable & concise nomenclature: Use clear, concise terms thatusers easily understand, enhancing navigation efficiency and user
comprehension.

iii.

User-workflow oriented navigation: Design navigation pathwaysaligning with common user tasks, streamlining user journeys andimproving usability.

iv.

Hierarchy based on most accessed: Organize content hierarchy
prioritizing frequently accessed or critical information for easieruser access.
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Digital Brand Identity Manualv.

Content sequencing for accessibility: Arrange content logically toaid comprehension and navigation, benefiting all users, including
those with disabilities

7.2 Content creation and formatting
7.2.1 Tone of voice
While writing the content, the principles mentioned below must be
followed. For each principle, a sample example has been stated as
reference.
7.2.1.1 Attributes
Writing must be:
Concise: Use language that is brief and direct to convey information
efficiently"Apply online for a passport“To apply for a passport renewal,

renewal. Fill form 1 and submit it

you can utilize our online

with the required documents."

application system, where you willneed to fill out form 1 and thensubmit it along with the necessary
supporting documentation.”

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Human: Strike a balance between professionalism and relatability
Do

Don’t

"Our healthcare services offer a"Explore our healthcare services torange of options to cater to thefind the right support for you anddiverse needs of individuals andyour family's needs."

families. Feel free to browse
through our offerings to identify
the most suitable solution for yourrequirements."

Impartial: Expressing information in a neutral way
Do

Don’t

"The new policy aims to promote"We are excited to announce ourenvironmental sustainability by

new policy, which will significantly

reducing carbon emissions."

contribute to our efforts inachieving environmental
sustainability goals by reducing
carbon emissions."

7.2.1.2 Writing style
Make content clear and understandable, for users with different literacy
levels and access challenges. To ensure this:
1. Use simple words: Replace complex or technical terms with simpler
alternatives that are easy for everyone to understand.
Examples:"use" instead of "utilize""buy” instead of “purchase”“help” instead of “assist”
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2. Short sentences and paragraphs: Break up content into short
sentences and paragraphs. Aim for one main idea per sentence orparagraph.

Do

Don’t

"Enter your username and"In order to access your account,password, then click 'Sign In'."

you will need to enter yourusername and password into thedesignated fields, then click the'Sign In' button located at thebottom of the page."

3. Avoid jargon and acronyms: Avoid usage of industry-specific jargon
and acronyms that may confuse your audience. If technical terms areused, clear explanations or definitions must be provided to ensure
understanding.

Do

Don’t

"The software helps share"The API facilitates data exchange

information across different parts

between the front-end and back-of the system."end systems."

4. Use active voice: Write in the active voice to make your sentences
clear and direct.

Do

Don’t

" The report was reviewed by the"The team reviews the reportteam before it was finalized."

before finalizing it."48

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7.2.1.3 Language check•

Use tools available to help evaluate the ease of language
comprehension used on the website. Government entities must
use language tools, including language software, to evaluate thereadability of the website’s content.

•

The language used in a digital platform must be free from any
spelling or grammatical errors. Further, there should be uniformity
across the site when it comes to using British/American English.

•

Abbreviations/Acronyms, which are typical in Government parlance
but not common with citizens of diverse backgrounds should be
avoided. The expanded form must always precede or follow the
first use of any abbreviation in a webpage.

Additionally, these are some best practices that may be followed tofurther enhance the content on the digital platforms:•

Line length and whitespace: Keep lines of text at a moderate
length to prevent eye strain. Use ample whitespace to break up
text and provide visual breathing room. Proper spacing between
paragraphs, headings, and images improves readability andcomprehension.

•

Hierarchy and formatting: Utilize heading tags (H1, H2, H3, etc.)
as defined in Section 4 to establish a clear hierarchy of information.
Use bold, italics, and bullet points to emphasize important points
and break up large blocks of text.

•

Scannability: Structure content in a scannable format withdescriptive headings, bullet points, and concise paragraphs. Users
should be able to quickly scan the page and find the information
they need.

•

Cultural sensitivity: While writing content for the digitalplatforms, it's essential to respect diverse cultural nuances andsensitivities. Careful consideration of language, imagery, andreligious references fosters inclusivity and better engagement withdiverse audiences.
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7.3 Content optimization and accessibility
7.3.1 Mobile optimization
Ensure that text is legible on smaller screens by adjusting font sizes andline spacing for mobile devices. Test readability on various screen sizes
and resolutions to ensure a seamless experience across devices.

7.3.2 SEO and content discovery
To enhance SEO and facilitate content discovery, ensure that the content
for the digital platforms are strategically optimized with relevant keywords
and structured markup for improved visibility and engagement.

7.4 Content lifecycle management
7.4.1 Regular content review and updation
Establish a systemic procedure for reviewing, updating, and archiving
content to ensure it remains accurate and relevant.

7.4.2 Archiving outdated content
Refer to archival policy table in section A.5.8 for consistent archiving of
information

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7.5 Central Information Publishing System (CIPS)
Dedicated space on the homepage or landing screen must be allotted by
all Government entities, except for statutory bodies in their website, apps
and portals. This space will host content about most relevant information
regarding government decisions, schemes, programs, achievements, etc.
from the central government. This would be enabled through an API
integration and the content would be published by MyGov or a designatedGovernment entity. Accessing the API endpoint and credentials can betaken from the Digital Brand Identity Experience Toolkit website.
The content formats that would come in this section are images, audio
and videos. For a screen resolution of 1280 px width, fix a height of 245 px
to be provisioned for Central Information Publishing System. Within thisheight, the entity can choose for 2 types of grids – 4 grid or a 3 grid.
Illustrated below are 2 grid options available and the different types oflayouts that it enabled to be shown.

7.5.1 Option 1: 4 Grids
In this grid, the end-to-end view of the screen would be utilized for theCentral Information Publishing System. It allows a maximum of 4 content
tiles in 25% proportion along with 3 other layouts.

Figure -33: Option 1 - 4 grid with layout types.
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Digital Brand Identity Manual

7.5.2 Option 2: 3 Grids
In this grid, the tiles would be centrally aligned with equal spacing on bothsides. It allows a maximum of 3 content tiles in 33% proportion along with
3 other layouts.

Figure -34: Option 2 - 3 grid with layout types

7.6 Improving multilingual visibility
With a diverse culture and as many as 22 languages in India, majority of
the citizens, who access digital platforms of the Government, come fromhighly diverse demographic profiles. At present, most of the content in
Government platforms is in English, except few which have content in
Hindi or one of the regional languages. To enhance the reach of digitalplatforms pan India, there is a need to put the information in regional
languages. Depending on the nature and its prospective usage, content
should be translated in desired languages and the language selection
links must be prominently displayed on the interface. Technology for
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many tools are now available to support this. Mandatory considerations toimprove multilingual experience are:i.

Ideally all the pages on the website should be translated into Hindi
and other regional languages. In case it is becoming difficult to doso, entities must identify the content, which is widely accessed by
the public and begin to put up such content in multiple languages.

ii.

It must be ensured that the documents/pages in multiple
languages are updated simultaneously so that there are no
inconsistencies, at any point, between the various language
versions.

iii.

In case it is practically difficult to update the versions in all
languages simultaneously due to delays on account of translation
etc., the obsolete information should be removed from the site till
the latest information is uploaded. In any case, a time stamp
indicating the date of uploading the information and its validity
should be put along with all the time sensitive documents.

Recommendations for better multilingual user experience
Current Ecosystem: Government’s digital platforms face challenges withregards to language localization due to reliance on cookie-based
approaches. These challenges include:i.

Search Engine Visibility: Content indexed based on HTML sourcecode rather than cookies, leading to decreased discoverability forusers searching in the preferred languages.

ii.

User Experience: Manual language selection through cookies canhinder a seamless user experience.

iii.

Scalability: Managing multiple language versions via cookies canbecome cumbersome, especially for websites with frequent
updates.

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Solution:
To address these challenges, following measures can be implemented:i.

URL-based Architecture:•

Create separate URLs for each language version of a page(e.g., https://example.gov.in/en/page-name for English andhttps://example.gov/hi/page-name for Hindi).

ii.

Hreflang Tags:•

Add hreflang tags to HTML code to inform search engines
about different language versions of the same page.

Implementing these measures offers the following benefits:i.

Improved Search Engine Visibility: Higher rankings in search results
for relevant keywords in different languages.

ii.

Enhanced User Experience: Users can easily switch between
languages by accessing the desired URL version directly.

iii.

Increased Organic Traffic: Improved search engine visibility attracts
more users searching in preferred languages.

iv.

Better Accessibility: URL-based structures are more accessible tousers with disabilities who may not rely on cookies.

v.

Scalability: Clear URL structures simplify management of multiple
language versions, aiding updates and maintenance.

Additional recommendations:
To further enhance website performance:i.

Content Optimization: Optimize content for each language version
with relevant keywords and meta descriptions.

ii.

Multilingual Sitemap: Submit separate sitemaps for each language
version for better indexing.

iii.

Mobile Friendliness: Ensure all language versions are mobilefriendly to cater to the growing mobile user base.

iv.

Accessibility Testing: Regularly test websites for accessibility acrossall languages to ensure inclusivity for users with disabilities.
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By implementing a URL-based multilingual architecture with hreflangtags, government websites can overcome the limitations of cookie-based
solutions, reaching a broader audience, enhancing accessibility, andincreasing organic traffic, ultimately serving citizens more effectively.

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ADHERENCE TO
ACCESSIBILITY

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8 Adherence to accessibility
To ensure the web and mobile content is accessible for all users, it isimportant to adhere to the GIGW 3.0. Accessible web design is not just an
ethical obligation, but it ensures adherence to the Rights of Persons with
Disabilities (RPwD) Act, 2016 and Accessible India Campaign. It helps andenables a larger number of users to access, search and consume
information from the digital platforms. While the GIGW 3.0 is acomprehensive guide to ensuring accessibility for Government entity
websites, the list below presents a concise overview for creating accessible
websites.

Figure -36: Language toggle icon and
Figure -35: Language selection icon

accessibility icons

Figure -37: Accessibility Toolbar

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8.1 Perceivable
Information and interface components must be presented in ways so thatall users can perceive. This includes incorporating alternatives for any
non-text content, ensuring that all users, regardless of their ability, canunderstand the information on the digital platforms and creation ofcontent that can be presented in different ways without losing
information or structure. For example: any banner text must not be partof the design and is to be appropriately overlaid as HTML text.

8.2 Operable
All users should be able to operate the interface and navigation. The
website should not require interaction that any user cannot perform,
guaranteeing that all functionality is accessible via a keyboard. Users
should have sufficient time to read and use content on the website, andmust have adequate means to navigate, find content and determine
where they are.

8.3 Understandable
Both the information provided, and the operation of the application
should be straightforward and easy to understand. The design should beconsistent and predictable, users must be assisted in avoiding andcorrecting any mistakes in input, and the information should not becomplex or hidden under layers of navigation.

8.4 Robust
The content must be robust enough and compatible to be interpreted by avariety of user agents, including assistive technologies.
A detailed implementation of accessibility features across the digitalplatforms requires a comprehensive analysis and mapping to the GIGW
3.0 guidelines checklists, which can be found on the GIGW website (https://guidelines.gov.in).

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SEARCHFUNCTIONALITY

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9 Search optimization
As a part of the Government of India’s effort to improve access to
information; search experience for government information and content
can significantly be improved with the implementation of a state-of-theart intelligent search bar. This technological advancement in harmony
with existing Content Management Systems (CMSs) will enhance theefficiency of search and content discoverability across Government
websites. Features like real-time translation in multiple official languages
of India, image and voice-based search using tools offered by Bhashiniallows the search bar to become an efficient utility for all users visiting thedigital platform.
Purpose
The transformation of the search bar into an advanced tool is meant toprovide citizens with ease of navigation and a simplified approach tofinding content on the website.
The search bar is also supplemented with alternate input modes likevoice-based search. By simply dictating their queries, users can get
recommendations to navigate to the right page or link.

9.1 Features
The search bar must fulfil the following objectivesi.

Eliminate site navigation hustle for improved user
engagement: GoI digital footprint consists of diverse websites
having hundreds of pages; users might find it extremely
challenging to navigate to what they're looking for. In thissituation, a search bar allows users to see what they need with aquick search. Regardless of where each user lands on a website, asearch bar will help them quickly find specific topics or pages. This
will also reduce the bounce rateii.

Full text-based Search: The search functions must act as agateway to all government information and services starting from60

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schemes to guidelines to event galleries. Users must be able tosearch a government website using full text-based queries insteadof structured search, and the search should generate context
driven responses to assist users in finding information faster.
iii.

Intelligent categorization: The search functions must employ
advanced algorithms, facilitated through intelligent categorizationand tagging of diverse content, such as HTML pages, PDFs, orimages. Utilizing query-related tags, the search must provide
context for user queries, thus promoting rapid and accurate
information retrieval.

iv.

Multilingual capabilities: Government digital platforms shouldhave multilingual capabilities to support the large citizen segment
looking to use native language online. Echoing this, the searchmust incorporate real-time translation and speech-to-text using
tools offered by Bhashini with support for English, Hindi and otherofficial languages of India. Additionally, it may have the ability toauto-detect users' language preference based on their keystrokes,
eliminating the necessity for manual language selection.

v.

Mobile users prefer search: In this mobile era, it's critical toensure government website and applications are mobile-friendly
and the search feature must allow users to search and navigate toa specific content instantly.

vi.

Enhanced search flexibility: In the present scenario search goesbeyond traditional input methods to support image and voicebased searches. Image-based search enables users to upload animage to find relevant information on a website. This technology
utilizes image recognition algorithms to search and display
relevant government databases and websites for information thatclosely matches the image.

vii.

Reinforce SEO: As the visitors' count and time spent on website
increase due to improved user experience, content ranking will
improve on search engines like Google, Bing, etc. Stakeholders will
also find some new keywords from users' searches being initiatedfor similar or different information on Google, Bing or other search

61Digital Brand Identity Manualengines. These search keywords can be used by ministries for SEO
and search strategies.
Recommendations for a successful search experience:i.

Map the content: Suitably tagging and categorizing all dataaccording to website, user persona, and query-related context
would enable the search engine to index and deliver accurate,
relevant results. For further information, refer to Section 11.3

ii.

Accommodate search inputs: Enabling necessary UI/UX elements
in place to accept image and speech inputs, along with themultilingual translation tools offered by Bhashini to process andtranslate text/speech inputs in other languages.

iii.

Comprehensive testing: Conduct rigorous testing to ascertainthat all features, including real-time translation, language
detection, and image and speech search facilities are functioning as
expected.

iv.

Regular updates: Given the advancements adopted by the searchengines and the rapid evolution of the features, maintaining
regular updates can maintain result accuracy over time.

v.

User engagement and feedback: Actively monitor site statistics,
user feedback and error logs to monitor and improve searchfunctionality.

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PERFORMANCEENHANCEMENTSEARCHFUNCTIONALITYPERFORMANCEENHANCEMENT

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10 Performance enhancement
Government websites serve as a key interface between citizens and public
services. A positive user experience (UX) ensures that citizens can easily
access the information and services they need, leading to a citizen-centric
approach to governance. The significance of positive UX in government
websites is substantial, and a multi-faceted approach is required toenhance the end user experience.
To ensure positive UX the Government entities must employ appropriate
metrics to track and measure the user experience on websites. Some of
the key aspects that must be monitored are:•Loading performance•

Interactivity•

Visual stability

By paying attention to these web performance indicators, website owners
can enhance the overall user experience and improve their website's
performance. The Government entities must take note of the following:

10.1 Page Performance Enhancement
10.1.1 Optimize page loading speedi.

Recommendation: Prioritize optimizing the loading speed ofgovernment websites to meet or exceed the recommended thresholds
for web performance indicators.

ii. Implementation: Minimize server response times, leverage browser
caching, and optimize images to ensure fast page loading.

10.1.2 Implement lazy loading for images and mediai.

Recommendation: Employ lazy loading for images and other media
to prioritize the loading of visible content.

ii. Implementation: Utilize the loading="lazy" attribute for images andimplement lazy loading techniques for off-screen media elements.

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10.1.3 Optimize critical rendering pathi.

Recommendation: Streamline the critical rendering path to ensurea faster initial page render.

ii. Implementation: Minimize and prioritize critical resources, use
asynchronous loading for non-essential scripts, and optimize theorder of resource loading.

10.1.4 Implement browser cachingi.

Recommendation: Use browser caching to store static resources
locally, reducing the need for repeated downloads.

ii. Implementation: Set appropriate cache headers for static assets,
enabling browsers to cache resources and improve subsequent
page loads.

10.2 User Interaction Responsiveness10.2.1 Ensure responsiveness for user interactionsi.

Recommendation: Improve the response to user interactions toensure that users browse the website without delays.

ii. Implementation: Optimize JavaScript execution, defer non-criticalscripts, and use browser preloading techniques to reduce responsetime to user interactions.

10.2.2 Prioritize mobile responsivenessi.

Recommendation: Given the increasing use of mobile devices,prioritize mobile responsiveness to meet the needs of users on
smartphones and tablets.

ii. Implementation: Utilize responsive design principles, test andoptimize the website for various screen sizes, and ensure aseamless mobile user experience.

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10.3 Visual Stability and Optimization
10.3.1 Ensure visual stability and layout orientationi.

Recommendation: Minimize unexpected layout shifts to enhancevisual stability.

ii. Implementation: Ensure that elements on the page do not move
unexpectedly and use proper dimensions for images and media toprevent layout shifts.

10.3.2 Compress and optimize imagesi.

Recommendation: Reduce image file sizes to improve loading
speed and overall performance.

ii. Implementation: Use modern image formats, implement image
compression, and leverage responsive images to serve
appropriately sized images based on the user's device.

10.4 Resource Management and Monitoring
10.4.1 Minimize third-party scriptsi.

Recommendation: Limit the use of third-party scripts to reduce
their impact on page loading and rendering.

ii. Implementation: Evaluate and prioritize the necessity of third-party
scripts, defer non-essential scripts, and use asynchronous loadingwhere possible.

10.4.2 Utilize Content Delivery Networks (CDN)i.

Recommendation: Leverage CDNs to distribute content and reduce
latency for users across different geographic locations.

ii. Implementation: Implement a CDN to cache and deliver static
assets, ensuring faster loading times for users globally.

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10.4.3 Regularly monitor and audit web performance indicatorsi.

Recommendation: Continuously monitor and audit web
performance indicators to identify performance bottlenecks andareas for improvement.

ii. Implementation: Use performance monitoring tools to regularly
assess and address issues related to web performance indicators.

10.4.4 Conduct regular performance auditsi.

Recommendation: Conduct regular performance audits to identify
and address any emerging issues related to web performanceindicators.

ii. Implementation: Schedule periodic audits to assess the website's
performance, identify potential bottlenecks, and implement
optimizations as needed.

10.5 Analytics
To enhance the digital presence and performance of Government
websites and applications, the integration of robust analytics tools is
imperative. Web analytics plays a pivotal role in capturing and analysing
essential data points related to web traffic, thereby facilitating informed
decision-making and continuous improvement. By leveraging web
analytics tool, website owners can gain insights into user demographics,
overall site performance, and traffic patterns, fostering a data-driven
approach to optimize the online experience for citizens.

10.6 Key pointers10.6.1 Integration of analytics tools
Website owners are encouraged to seamlessly integrate reputable
analytics tools to gather comprehensive data on user interactions andengagement.

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10.6.2 User demographic analysis
Employ analytics tools to delve into user demographics, including
geographic locations, age groups, and devices used. This data is vital for
tailoring content and services to the diverse needs of the audience.

10.6.3 Overview of website performance
Regularly review the overview section of analytics tools to assess Key
Performance Indicators (KPIs) such as page views, bounce rates, andaverage session duration. This insight provides a snapshot of thewebsite's overall health.

10.6.4 Traffic analysis
Leverage analytics tools to conduct in-depth traffic analysis, examining thesources of traffic, popular pages, and user journeys. Understanding how
users navigate the site aids in optimizing content placement andimproving user experience.

10.6.5 Page-specific metrics
Focus on page-specific metrics like page load times and exit rates to
identify and rectify potential bottlenecks. A fast and responsive website
contributes significantly to user satisfaction.

10.6.6 Regular reporting and review
Establish a routine for reviewing analytics reports, ensuring that insights
are regularly analysed and acted upon. Timely adjustments based on
analytics data contribute to continuous improvement and user
satisfaction.
Maintaining a positive user experience is a continuous process, and theGovernment entity must take active steps to ensure their website’scompliance with the latest technological developments for UX
improvement. For regular updates on UX development best practices,
Ministries/Departments can refer to latest releases and guidelines fromcompetent authorities.

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ANNEXURE

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A. Ministry or Department
websiteThis section focuses on the application of the elements that are defined in
the DBIM Chapters for the specific use case of a Ministry and Department
website. This is detailed out with a focus on placing user experience at theheart of the design.
The key principles that define the design of the Ministry/Department
website are as follows:i.

No scroll homepage: Engages users with impactful visual
modules, prioritizing visual communication over textual display andminimizing cognitive load to the users.

ii.

3 click approach: Streamlines navigation through an informationarchitecture enabling users to reach desired content, information,
services etc. in three clicks or fewer.

iii.

AI-powered search: Employs AI-powered search with multilingualtranslation and language detection functionality, for precise andefficient information retrieval.

iv.

Persona led navigation: Tailored content delivery by aligning withuser personas, ensuring relevance and personalization.
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Digital Brand Identity ManualTo ensure harmonization in the digital presence, it is mandatory for all
ministries/departments to create and maintain their own website andsocial media handles across X (previously Twitter), Instagram, Facebook
and YouTube.

A.1 Content Grouping
This section specifies recommedations on strategically harmonised
information architecture, as it serves as the foundational framework toenhance user understanding and navigation. Strategically designing theinformation hierarchy is required to streamline access to critical
Government information, enhance user understanding and navigation.
Content grouping involves categorizing related information into cohesive
groups, facilitating intuitive navigation and ensuring that users can easily
locate and understand the diverse array of content offered through thewebsites.

A.1.1 Header
Refer Section 5.4 to identify the header design appropriate to the
Ministry/Department.

A.1.2 Homepage design
The homepage design is rooted in a no-scroll bento box concept to keep
the user engaged on a single screen. The bento box layout offers avisually appealing, organized, and flexible solution to effectively showcase
the content. This approach ensures:•

Visual harmony: The bento box layout creates a sense of balance andsymmetry, ensuring visual coherence.

•Content prioritization: Dividing the homepage into compartmentsallows for clear definition and display of key content areas.

•

Responsive design: Adapts seamlessly to various screen sizes anddevices, ensuring consistent user experience.

•

Visual storytelling: Each compartment offers an opportunity forengaging visual communication of key information.

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The homepage content is grouped into 5 main categories as indicated in
the image below:•

Ministries/Departments must identify the content that would be
assigned or prioritized to these content groups on their homepage.

•The placement of the content is fixed and must be placed in theassigned section only.

Figure -38: Illustrative content grouping for the Homepage

Figure -39: Illustrative content for the homepage of Ministry of Electronics and Information
Technology.

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A.1.3 Navigation menu
The menu is organized into 5 groups, as shown in the image below.
Ministries/Departments are responsible for identifying relevant content
under each group for proper placement. The second-level information
may vary for each Ministry/Department, allowing them the discretion to
add or remove sections as needed.

Figure -40: Illustrative content grouping for the navigation menu for Ministry of Skill
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A.1.4 Footer
The footer will not be present in the homepage but must be visible in all
the inner pages of the website. Ministries/Departments must identify therelevant pages that align with the pages mentioned in table below andlink them in the footer illustrated in Image. The footer component mustalign to the one mentioned in Section 5.5.

Figure -41: Indicative footer

Figure -42: Illustrative footer for an exemplar website

A.2 Navigation & Information architecture
The website's information architecture is structured to help visitors easilyfind relevant content in a user-friendly manner. To achieve this, 3 methodsof content navigation to be designed and implemented on the website.

A.2.1 Persona-based information navigation
User personas enable an efficient navigation of websites as they represent
the needs, behaviours, and goals of the primary user base. Whenpersonas are factored into website design and organization, the website's
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structural layout aligns better with user expectations and browsing habits,
creating a more intuitive user experience.
Personas allow users to find content tailored specifically to their needs.
This ensures that users are more likely to find what they are looking for,enhancing the website's usability and user satisfaction levels.
• Key personas
To ensure consistency of user experience across different sites, certain
user personas are designated as common across all
Ministries/Departments, that are:
i.

Media

ii.

Researcher• Additional Government entity specific personas
Ministries/Departments can have specific persona types relevant to theirfocus. Some persona examples are given below. The Digital Brand
Experience Toolkit website has a library of persona illustrations curated
for each of the central ministries and departments. If the government
entity has identified a persona for which the persona illustration is notavailable in the toolkit, they can submit a request for the same in the
Digital Brand Experience Toolkit website. For example:i.

Ministry of Health and Family Welfare (MoHFW): Healthcare
Seekerii.

Ministry of Electronics and Information Technology (MeitY): IT
Professional

iii.

Ministry of Skill Development and Entrepreneurship (MSDE): Skill
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A.2.2 Menu-based information navigation
This menu has been redefined to achieve the following objectives:i.

Simplification: The information has been bucketed into 5 maincategories to reduce the cognitive load.

ii.

Consistency: Content buckets efficiently encapsulate all
information, ensuring a comprehensive yet concise presentation.

iii.

Engagement: The minimalistic approach encourages users to
explore internal pages, fostering a more interactive andinformative website experience.

Figure -43: Navigation menu categories

Figure -44: Illustrative navigation menu for the Ministry of Skill Development and EntrepreneurshipA.2.3 Search navigation
The search bar is now AI-powered for a more natural and interactive
engagement, which supports multilingual inputs via integration ofmultilingual translation tools offered by Bhashini. AI integration allows thesearch function to continuously learn from user inputs and enhance its
query response capabilities.
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A.3 Content tagging (discoverability)
Content Management Systems (CMSs) often have built-in tagging andcategorization functionalities. These are essential features that ensure
content is organized and easily retrievable, greatly enhancing theusefulness of the CMS. The tagging system plays a key role in the searchcapabilities of Government entity-specific search mechanisms, as it allows
the search function to pinpoint specific information on the queries.
Content posted on the CMS must contain the following tags:

A.3.1 Information type tagging
The CMS must tag every content piece by the type of information it
represents. Examples include 'Policy’, 'Form’, 'News Update’, 'Guideline’,
and 'Event’ among others. This will aid in narrowing down search results
to the exact form of content the user is seeking.

A.3.2 Persona-based tagging
For each user persona identified, a series of associated tags must be
prepared. For instance, under the 'Business Owner’ persona, tags might
include 'startup grants', 'business regulations’, and 'taxation'. These tags
must be applied to all relevant content in the CMS. Combined with
Government entity-specific and information type tags, Persona-based tags
will guide users to find precise information as per their requirement.

A.3.3 Government entity-specific tagging
All content posted to websites will automatically be tagged as belonging
to said Government entity.
Use case – User Personas on Government entity website

Persona type: Business Owner
Visiting: Ministry of Electronics andInformation Technology (MeitY)
Intent: To find app development
and re-engineering guidelines.
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Upon landing on the site, the User Persona selection tile invites theuser to identify their user persona to tailor their browsing experience.
In this case, they would select "Business Owner“.

•On selection of the user persona, the user is redirected to a webpage
where recommended content for their persona is presented inbuckets. In this example, the user selecting “Business Owner” would
be presented with categories like guidelines, tenders and others basedon the content tags.

•

On selection of a preferred category, which in this case would be, theuser is presented with a list of published documents tagged as andcontaining the keyword ‘Guidelines’.

•

From the options presented, the user selects the most relevant one let's assume it's a PDF document titled "Application development andre-engineering guidelines". The user can now easily download or readthis document directly on the site.

The Government entity-specific, scheme-specific, persona-based, andinformation-type tagging ensures the user gets highly tailored andrelevant results. Detailed tagging within the CMS allows the searchfunction to retrieve the most relevant resources, eliminating timeconsuming and irrelevant browsing. The success of this process hinges on
thorough, consistent, and accurate content tagging and review when thecontent is uploaded or created in the CMS, demonstrating the vital rolethat effective content management plays in enhancing user experience.

A.4 Profile based recommendations/personalization
Building a personalized experience for users interacting with government
websites and services is crucial for enhancing engagement and service
delivery. However, it is equally important to prioritize user privacy andcontrol over their data. These recommendations focus on user-friendly
implementation of profile-based recommendations/ personalization while
adhering to Indian and global standards.

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Figure -45:Illustrative page for “Media” persona for Ministry of Rural Development

A.4.1 Data collection and usage
A.4.1.1 Explicit consenti.

Obtain clear and unambiguous consent from users in theirpreferred language before collecting data for personalization.

ii. Use plain language, avoid pre-checked boxes, and offer detailed
information about data usage and potential consequences, tomaintain compliance with the Digital Personal Data Protection Act
of 2023.
A.4.1.2 Cookie managementi.

Cookies are required to save user preferences for language,accessibility settings (if any), site analytics, and user personas
selected.

ii. Under the Digital Personal Data Protection Act of 2023, websites
must present a clearly identifiable but unobtrusive cookie
notification panel for the user to accept, reject or customize
cookies being saved.
iii. Types of cookies for Ministry/Department websites:
A.4.1.3 Essential cookiesi.

Session cookies: Session cookies help the
Ministry/Departments track a user's session. Session cookies
are deleted after a user's session ends — once they log out of79

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their account on a website or exit the website. Session
cookies have no expiration date, which signifies to thebrowser that they should be deleted once the session is over.
ii. Persistent cookies: Unlike session cookies, persistent cookies
will remain in a user's browser for a predetermined length oftime. Persistent cookies always contain an expiration date.
A.4.1.4 Non-essential cookies (require user consent)i.

Preference/functionality cookies
These cookies allow a website to remember choices you have madein the past, like what language you prefer or accessibility
preferences. They allow a website to remember information about
the user’s visit, which can both make it easier to visit the site again
and make the site more useful to the user.

ii. Tracking cookies
Tracking cookies record user activity, and browsers send thisrecord to the associated tracking service the next time they load a
website that uses that tracking service. These cookies contribute to
the Ministry/Departments analytics dashboard as it helps inmeasuring KPIs like time spent on page, repeat site visitors etc.
iii. Social networking tracking cookies
Social network tracking cookies allow users to share content onsocial media, and help link the activity between a website and athird-party sharing platform.
A.4.1.5 Granular controli.

Allow users to choose which specific data points(e.g. location, browsing history) they are comfortable sharing for
personalization purposes.

ii.

Offer opt-in/opt-out options for different types of data collection.

iii.

Provide a readily accessible and understandable privacy policy
explaining data collection, storage, usage, and user rights.

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A.4.1.6 Data minimization and purpose definitioni.

Collect only the minimum data necessary for achieving theintended personalization benefit. Avoid unnecessary data collection
and storage.

ii.

Clearly define and communicate the purpose of data collection for
personalization. Ensure its usage aligns with user consent andexpectations.

A.4.1.7 Recommendations and personalizationi.

Inform users about personalized recommendations they receiveand explain the rationale behind those.

ii.

Offers opt-out and control options for cookies used for
personalization. Allow users to disable personalization altogether
or adjust its parameters.

Example: Users may opt in to preserve language preferences but would
prefer to opt out of cookies used for tracking.

A.4.2 Security and storagei.

Implement robust security measures to protect user data fromunauthorized access, leakage, or breaches. Regularly update
security systems and adhere to best practices in compliance with
the Guidelines for Indian Government Websites (GIGW 3.0).

ii.

Store user data securely within Indian jurisdiction, complying withdata localization requirements as per Government of India.
Minimize data retention periods and anonymize/delete data
promptly when no longer required.

A.4.3 Accessibility and multilingual supporti.

Ensure personalization features are accessible to users withdisabilities and those using assistive technologies. Comply with
GIGW 3.0 accessibility guidelines.

ii.

Support multiple Indian languages to ensure access and inclusivity
for diverse user groups. Consider translation of content andinterfaces for wider reach.

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A.5 UI Design: Templates, Grids, Accents, Colours
For the UI design of the website, Ministries/Departments must adhere to aset of core principles:i.

Clarity: ensuring ease of understandingii.

Consistency: maintaining uniformity across elements

iii.

Intuitiveness: creating a user-friendly and easily navigable
experience

By embracing these guiding principles, a user interface delivered isvisually cohesive and aesthetically pleasing along with ensuring aseamless and user-friendly experience across the various digital interfacesof the Ministries/Departments. Templates for each page are designed tomaintain structural, visual and linguistic consistency to harmonize thewebsites while also enhancing the user experience.
Responsive design
The Government entity website templates have been mindfully designed
to ensure mobile responsiveness. The website and all its functionalities
are aligned to ensure seamless integration into varied screen sizes andmaintain consistency in the user experience over multiple screens.

Figure -46: Illustrative exemplar websites on different devices

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A.5.1 Website homepage
A.5.1.1 Ministry/Department homepagei.

The Ministries/Departments must follow the template for thewebsite provided and as illustrated in the Figure -47.

ii.

Application of the colours from the selected colour group of the
primary palette to be as indicated in the image.

iii.

The background colour of the tile with the hon’ble PM image andquote must match the lighter tones of the selected colour group.
The colour of the text must be the key colour (darkest shade) in thecolour group. The PM quote image can be accessed from theDigital Brand Experience Toolkit website under the section “Visual
Library>Images”.

Figure -47: Illustrative content for Homepage for Ministry of Rural Development

A.5.1.2 Single page ministry website
i.

Ministries with multiple departments and a single page website
must follow the template for the website as illustrated in the
Figure -48.

ii.

Departments must showcase as clickable tiles and on clicking
will link to the respective department website.

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Figure -48: Illustrative homepage for Ministry of Jal Shakti and illustrative
department card with multiple departments

A.5.2 Offerings
This section comprises details about the Government entity’s offerings
such asi.

Schemes & Servicesii.

Tendersiii.

Vacancies

iv.

Competitions & Awards, International Collaborations, etc.
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A.5.2.1 Schemes and services
The schemes and services section of the Government entity has beendetailed over Level 2 (L2) and Level 3 (L3) pages. The intent is that all
Government schemes and services shall be bucketed under this head
only. They shall not be spread over any other pages irrespective of the
Department, Division or Organization that is anchoring the schemes orservices.

Figure -49: Illustrative L2 page for Schemes and service for MeitY

This page consists of all the schemes and services offered by theGovernment entity. The main L2 page layout is in 2 tile formats as
depicted in Figure -49. The user will be redirected to the L3 page of thescheme with further details upon clicking the chevron button.
The key information on the L2 page must be under following heads:i.

Name/Title of the schemes or service is maximum up to 100
charactersii.

Logo is in Jpeg/Jpg, PNG or SVG format onlyiii.

Images for the card component which may be used in schemes andservices, or any other such offerings (like competitions and awards,
initiatives etc.) must be maximum up to 100KB
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Images must not be scaled and must be optimized before
publishing on the digital platformv.

Short introduction is maximum up to 200 Charactersvi.

Description is maximum up to 1000 charactersvii.

Eligibility criteria is maximum up to 200 characters

Figure -50: Illustrative L3 page for Schemes and service for MeitY

The L3 page consists of the details for a specific scheme or service as
illustrated in Figure -50. The details in this page must be as under:i.

Name of the scheme is maximum up to 100 charactersii.

Schemes introduction is maximum up to 1000 charactersiii.

Eligibility criteria is maximum up to 400 charactersiv.

Component title is maximum up to 20 charactersv.

Component description is maximum up to 1000 charactersvi.

Website link must be valid and secure (HTTPS)

vii.

Scheme versions to be provided as active links to the scheme
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Additionally, it is recommended to follow these best practices:i.

Other relevant documents to be provided in accessible PDF format.

ii.

Have relevant metadata persona specific tags and keywords toimprove searchability and categorization.

A.5.2.2 Vacancies
This page consists of all listing for job opportunities in the Government
entity. The Ministries/Departments must ensure that:i.

Designation/position is maximum up to 20 charactersii. Summary is maximum up to 200 words
iii. Eligibility criteria is maximum up to 100 characters
iv. Pay scale/salary in INR is maximum up to 50 charactersv. Supporting documents are accessible high resolution PDFs allowing
easy readability and printing
vi. External links, if any-are valid and secure (HTTPS)
Additionally, it is recommended to follow these best practices:i.

PDF size is maximum up to 5 MBii. Have relevant metadata persona specific tags and keywords toimprove searchability and categorization

Figure -51: Illustrative L2 page for Vacancies for MSDE
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A.5.2.3 Tenders
This page consists of all the tenders floated by the Government entity. Any
updates to the tender or corrigendums get attached to the main tender ID
for easy access. While uploading details for the tender, it must be ensured
that:
i.

Tender name is maximum up to 100 characters

ii. Link of the tender portal is provided
iii. Due date mentioned in DD.MM.YYYY format
iv. Tender ID is error free and maximum up to 50 charactersv. Downloadable resources are in in accessible PDF format
Additionally, it is recommended to follow these best practices:i.

Recommended PDF size is maximum up to 5 MBii. Have relevant metadata persona specific tags and keywords toimprove searchability and categorization

Figure -52: Illustrative L2 page for tenders for MoRD

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A.5.3 Documents
This section comprises of resources such as:i.

Reports

ii.

Acts and Policies

iii.

Orders and Notices

iv.

Publications

All recurring documents such as annual reports, monthly reports etc. mustbe attached to the master document and showcased as versions that will
be visible in the dropdown. While adding content and uploading relevant
information for these sections, the Ministries/Departments must provide
the following:i.

Title is maximum up to 250 charactersii.

Versioning (with date of release) of periodic documentsiii.

Document published date is provided in DD.MM.YYYY format

iv.

Archiving is done as per table in section A.5.8

v.

Documents are uploaded as accessible PDFs

Additionally, it is recommended to follow these best practices:i.

Recommended file size is maximum up to 50 MB for optimum
performanceii.

Document must be readable and must print clearlyiii.

Provide relevant metadata such as title, author, description,
persona specific tags and keywords to improve searchability andcategorization

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Figure -53: Illustrative L2 page for reports in MietY

Figure -54: Illustrative L2 page for publications in Ministry of Skill Development andEntrepreneurship

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A.5.4 Resources
This section comprises recommendations with respect to management ofmultimedia resources such as:i.

Imagesii.

Videosiii.

Brochuresiv.

Podcasts

A.5.4.1 Images
While uploading images, it must be ensured that:i.

Images are maintained as an album and tagged with caption anddate of the image taken

ii.

Album title is maximum up to 250 charactersiii.

Date in DD.MM.YYYY format

iv.

Images are maximum up to 5MBv.

Archival policy as defined in section A.5.8

vi.

Provide relevant metadata persona specific tags and keywords toimprove searchability and categorization

Figure -55: Illustrative L2 page for Photos in Ministry of Skill Development and Entrepreneurship91

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A.5.4.2 Videos
While adding content in this section, it must be ensured that:i.

Videos have appropriate captioning(subtitles) and dateii.

Video title is maximum up to 400 charactersiii.

Date is in DD.MM.YYYY format

iv.

Provide the URL that connects to the website hosting the videov.

Archival policy as defined in section A.5.8

Additionally, it is recommended to follow these best practices:i.

Videos to be free from any watermarksii.

Videos to be free from overlay textiii.

Provide relevant metadata persona specific tags and keywords toimprove searchability and categorization

Figure -56: Illustrative L2 page for Videos in Ministry of Skill Development and Entrepreneurship

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A.5.4.3 Brochures
While adding brochures, it must be ensured that:i.

Are in high resolution PDF formatii.

Title is maximum up to 250 charactersiii.

Brochures have date in DD.MM.YYYY format

iv.

Archival policy as defined in section A.5.8

Additionally, it is recommended to follow these best practices:i.

Recommended PDF size –maximum up to 50 MBii.

Provide relevant metadata persona specific tags and keywords toimprove searchability and categorization

Figure -57: Illustrative L2 page for Brochures in Ministry of Skill Development andEntrepreneurship

A.5.4.4 Podcasts
While adding podcasts, it must be ensured that:i.

Podcasts have appropriate transcripts/captioning(subtitles) and
date

ii.

Content format MP3 or FLAC

iii.

Title maximum up to 250 charactersiv.

Podcasts have date in DD.MM.YYYY formatv.

Provide the URL that connects to the website hosting the podcast
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Archival policy as defined in section A.5.8

Additionally, it is recommended to follow these best practices:i.

Recommended file size for a 30 min podcast is maximum up to 200
MBii.

Include relevant metadata such as title, description, persona
specific tags and keywords to improve searchability andcategorization.

A.5.5 Our Ministry/Department
This section comprises of details about the Government entity such as:i.

About Us: About the Ministry, vision, mission, objectives, functions,citizen charter, etc.

ii.

Our Team: Organization structure or organogramiii.

Our Performance: Performance dashboard of ministry schemes
and servicesiv.

Our organizations: listing of the divisions, departments, groups,
Organizations and attached offices, etc.

A.5.5.1 About usThis section provides a general overview of the Government entity and its
functions. The Ministries/Departments must ensure:i.

Objectives and functions are synthesized, in bullet pointsii.

All content is up to date and fact checked

Figure -58: Illustrative L2 page for About Us in MietY
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A.5.5.2 Our teamThis section has details about the organization structure such as theorganogram. The organogram is made interactive to make it easier forthe reader to understand the organization structure. To ensure a gooduser experience it is essential to:i.

Use correct names of Ministers and their portfoliosii.

Use appropriate titles (Dr., Shri, Smt., Mr., Ms.) uniformlyiii.

Depict the correct hierarchy

Figure -59: Illustrative L2 page for Our Team in MietY95

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A.5.5.3 Our performanceThis section provides a general overview of the key services, schemes andprograms by the Ministries/Departments and external links for theirperformance dashboard. Ministries/Departments must ensure:i.

Usage of correct name of services, schemes and programs.

ii.

Accurate logos in correct proportions (if available) are used.

iii.

Logos are in Jpeg/Jpg, PNG, SVG or WEBP format and maximum up
to 2 MB size.

Figure -60: Illustrative L2 page for Our Performance in Department of Agriculture and Farmer's
WelfareA.5.5.4 Our organization(s)This section provides details about the Divisions, Departments, Groups,
and Organizations of the ministries. The website user can get an overview
of the organization in this page or get redirected to other websites linked
to the Ministries/Departments. While uploading the information, it must
be ensured:i.

Name of divisions, departments and organizations are correct.

ii.

Active and correct hyperlinks to the website are provided.

iii.

Logo for the government entity is accurate.

iv.

Logos are in Jpeg/Jpg, PNG, SVG or WEBP format and maximum up
to 2 MB size.

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Figure -61: Illustrative L2 page for Our organizations in MietY

Figure -62: Illustrative L2 page for Our organizations in Ministry of Agriculture and Farmer
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A.5.6 Connect
This section consists of means through which the website user canconnect with the Government entity. The section comprises of:i.

Directory

ii.

RTI

iii.

Grievance Redressal

iv.

Citizen Engagementv.

Parliament Questions

vi.

Visitor Pass

Figure -63: Illustrative L2 page for Directory in MietY

Common recommendations:i.

Information on contact details of Chief Information Officer, Web
Information Manager, Appellate Authority & Public Information
Officer are accurate without any typographical errors.

ii.

Geotagging must be accurate to aid the website user in locating
the Government entity offices easily.

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A.5.7 Dashboard
A distinct colour palette has been developed to illustrate the data in theperformance dashboard. The palette must be used in the graphs only.
Refer to Figure -64 for the graph colour palette.

Figure -64: Graph colour palette

6 chart styles have been defined for the performance dashboard. The
types of graphs must be selected from the reference graph styleillustrated in Figure -65.
Graph style

Figure -65: Illustrative graph chart styles

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A.5.8 Archival policy
S. No.
1

Content
Element
Policies

Entry Policy

Exit Policy

Discontinuation of

Perpetual (10 years)

Policy by the

to be always available

Government

in the acts/rules
section.

2

3

4

Acts/Rules

Issued through thePerpetual (10 years)

gazette notification/

to be always available

Passed by thein the acts/rules

Government

section.

Circular/

Overruling Office

Five (05) years since

Notifications

Memorandum ordate of

Notification issued.

discontinuation.

Documents/

Completion of its

Perpetual (10 years)

Publications/validity period.

since date of entry

Reports5

Directories/

into archival.
Not required

Not Applicable

As soon as it loses

Five (05) years since

relevance.

date ofContact
Details6

Tenders

discontinuation.
7

Photo-gallery

As soon as it loses

Five (05) years since

relevance.

date ofdiscontinuation.

8

Recruitments

Meta data about any

Automatic after the

recruitment to be

expiry of the validity

achieved for a period

period.

of five years.

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A.6 Terminology
Ministries/Departments are encouraged to adopt language that facilitates
understanding and smooth navigation to enhance the overall user
experience of their websites.
Achieving digital harmonization extends beyond visual consistency;
maintaining a consistent tone is equally crucial. Ministries/Departments
should employ the following methods to ensure uniformity in language
across their websites.

A.6.1 PM quote related to the Government entity must be:i.

Captioned with the event, location and date in DD.MM.YYYY formatof when the quote was spoken

ii.

Maximum up to 110 characters

Figure -66: PM quote on home page of
MSDE

Figure -67: PM quote on home page of
MeitY

A.6.2 Body content:i.

Language must be conciseii.

Must utilize bullet pointsiii.

Must be fact-checked

A.6.3 CTA (Call-to-Action) text (buttons, download, view):
i.

Single word or maximum up to 3 words to communicate actionii.

Use words that can be easily translated to other languagesiii.

Use words that are easily understood101Digital Brand Identity Manual

Figure -68: Illustrative CTA buttons used in Ministry of Skill Development and Entrepreneurship

Navigation text (breadcrumb trails, menu items and sub menu items):i.

Use maximum up to 5 words to communicate the L2 headersii.

Use words that can be easily translated to other languagesiii.

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B. Mobile Apps
In today’s world, mobile applications have emerged as the preferredmedium for citizens to seamlessly access Government services andbenefits. Need for a unified and harmonized digital experience on mobile
applications across the Government's digital platforms becomesparamount. It would help in fostering trust and reliability among users for
Government mobile applications. This section is aimed at ensuringconsistency and usability in mobile applications for the Government.

This section contains key components, from UI design principles toenhance user experience to robust data security and privacy measures.
Additionally, it covers the guidelines for application hosting. Adhering to
the recommendations in this section helps in cultivating a distinctive andsecure digital brand identity for mobile applications for the Government.

A single Government App store is also being created in the form of
GOV.IN App Store with common branding, centralised content
management, personalised service offerings, and robust security andaccessibility standards.
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To maintain visual and functional harmonisation throughout all theapplications being built by the Government entities, it is imperative torefer to the recommendations defined in this document and GIGW 3.0.
Guidelines would be applicable for new as well as the existing
applications. The existing applications would be migrated to adopt thedesign principles defined here.

B.1 User Interface and User Experience (UI/UX) design
This section elaborates on the User Interface (UI) design to be followed bymobile App developers, to ensure cohesion and consistency across all
mobile applications being built for government services and programs.
Developers must adhere to relevant sections of the Digital Brand Identity
Manual (DBIM) regarding fonts, colour palette, image, logo sizing andplacement among other UI elements, as this allows for a consistent,
harmonised design language across all apps.

B.1.1 Uniform app name and styling:
The App name, including font, colour, and size, should adhere toharmonization mentioned in the DBIM. Consistency in App naming
ensures a unified branding across the GOV.IN App Store and makes it
easier for the App to establish recall value. Use large and legible fonts,
and avoid using too many different fonts or font sizes in the App, as itleads to cognitive overload for the user.

B.1.2 Screen size and responsiveness
Mobile screens are smaller than laptops or PCs, so it is important to avoid
clutter with too much text or too many elements. Focus on the key
features and functionality and make them easy to find and use. Mobile
apps should be responsive and should have similar experience on all typesof devices, regardless of screen size or resolution.

B.1.3 Familiar patterns
Design guidelines prescribed by mobile OS (Operating System) owners i.e.
Android and iOS must be followed by all apps to ensure consistent quality
across all mobile platforms.
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B.1.4 Single-Sign-On
Implementation of NSSO (MeriPehchaan) – Enabling a Single Sign-On(SSO) solution across all apps, accommodating various login andauthentication methods.

B.1.5 Multilingual requirement
Government apps must support English, Hindi and preferably all official
languages of India.

B.1.6 User feedback and contact information
Government apps must provide users with a clear and accessible means
to submit feedback or get in touch with the App's administrators forinquiries or assistance. The user should be able to navigate to thecorresponding section in direct and intuitive ways to send feedback orregister an inquiry on the App.

B.1.7 Integration with GOV.IN, National Portal of India andMyGov platform
Government apps must include links or integrations that connect users to
the GOV.IN Platform, National Portal of India and the MyGov for
convenient access to essential Government information and services.

B.1.8 Incorporation of social media profile
Government apps must include links to the official social media profiles of
the concerned Government entity for enhanced engagement andcommunication with the users.

B.1.9 Sharing functionality
Users must have the capability to share content or information related to
the App and/or information & services with other platforms (as per
applicability) for promoting dissemination of valuable government
resources and information across multiple platforms/mediums.

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B.1.10 Central Information Publishing System
Apps must consume the APIs for publishing content through Central
Information Publishing System and reserve a dedicated place on thelanding page of the app as shown below.

B.1.11 Structured and device-adaptive content
The content should be organized and structured effectively toaccommodate a variety of devices. Implement responsive designprinciples to optimize content display and readability on various screen
sizes.

B.1.12 Compliance with user interface standards andregulations
Follow recognized industry UI recommendations and government
guidelines such as this document, throughout the mobile application
development process. Ensure that the App's design and functionality
meet accessibility and usability standards mentioned in the GIGW 3.0.

B.1.13 Leveraging device features for enhanced usability
Maximise the device's capabilities to improve user experience andaccessibility. Utilize features such as GPS, voice recognition, and touchgestures to enhance the App's functionality. While doing so, it ismandatory to seek the user’s permission or consent in clear and concise
terms to use the features by the App with compliance of DPDP Act 2023
and other applicable laws of India.

B.1.14 Leveraging platform features for enhanced usability andaccessibility
Follow platform-specific design recommendations to ensure accessibility
and usability. The two dominant platforms now are the Apple iOS platform
and the Google Android platform. Having versions of your app for boththese platforms, as multi-platform presence encourages user onboarding.

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B.1.15 Rigorous testing at multiple stages
Perform rigorous testing at all stages of the design and development
process. Address any identified issues promptly to ensure a stable anduser-friendly application. All apps must be tested by potential users before
being made available to the public. Functions are correctly retrieved after
context changes (switch to another app and return, etc), externalinterruptions (incoming calls or messages, etc). Optimal use of resources:
battery, central processing unit, memory, data, network, etc. must be
considered, as well as establishing a robust data recovery system in caseof loss.

B.1.16 Informed content strategy through data
There should be proper provision in backend to capture the user
preferences information for further analysis use. Utilize both quantitativeand qualitative data to determine user preferences and the most soughtafter content. Base the content strategy on user feedback and analytics toenhance user engagement. Such data is shared with GOV.IN throughsecured APIs, for overall visibility and monitoring.

B.1.17 Offline sync
App should include an offline syncing function wherever possible toensure users in low connectivity continue to access and use the mobileapp.

B.2 Data security and privacy
B.2.1 Security certification
Every app must be evaluated and certified/ complied with CERT-IN
approved security guidelines.

B.2.2 User data consent protocolApps hosted on the Government App Store GOV.IN must seek user
consent for any data collection, using a standardised template provided
by the framework. Users should be informed about the practices followed107

Digital Brand Identity Manualby the App for data collection and its usage. The user must be given an
option to accept or decline data sharing

B.2.3 Centralized data collection
Collected user data should be stored in an encrypted manner in a securedatabase and the App owner will be responsible for analytics, enabling
personalized information delivery to users. Centralized data collection
provides a deeper understanding of user behaviour and preferences,facilitating and curating tailored services. Performance indicators on thecollected user data should be provided to the concerned agencies andplatforms for analytics which will further help in providing personalized
information to the user.

B.2.4 Data security and privacy
Implement robust data security measures to protect user data collected
by Government apps. Clearly define data handling and privacy practices toensure user trust and comply with relevant regulations. Implement
encryption mechanisms for storing, collecting, and exchanging
information. Apply appropriate security measures to cybersecurity
vulnerabilities in the face of possible threats to reduce the risk of being
exploited. The App must ensure the user information is protected anddata privacy regulations as mentioned in the DPDP Act are strictly adhered
to throughout the App's lifecycle. The user must be well informed, andconsent is always obtained about the user data being collected in the App
and the data safety mechanisms in place to protect their information.

B.2.5 Regular compliance audits
Conduct regular audits to ensure that Government apps hosted on the
Government App Store comply with data security and privacy standards.
Compliance audits are essential for maintaining data integrity andprotecting user privacy.

B.2.6 Data sharing transparency
Maintain transparency in data sharing practices, informing users about
how their data will be used and shared. Transparent data practices builduser trust and foster confidence in Government apps.
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B.2.7 Continuous user engagement
Engage with users to gather feedback on their experience withgovernment apps. Methodology and process required must be in place tocapture user feedback, which is invaluable for improving App functionality
and ensuring user satisfaction.

B.2.8 Responsive user support
Provide responsive user support channels for inquiries, feedback, andissue reporting. Efficient user support enhances user experience andpromotes positive engagement with government apps.
Adhering to these points collectively create a foundation for government
App design that prioritizes user trust, data privacy, and the effective
delivery of government services and information.

B.3 Application hosting
All the mobile applications for government programs and services must
be hosted on the Government App Store i.e., GOV.IN App Store. In
addition to this, the applications may also be hosted on the platform
specific app stores i.e. Google Play Store and Apple App Store. Definedprocess, security guidelines and established certifications should be
followed while hosting the application on GOV.IN App Store, Google PlayStore and Apple App Store.
Government Apps that follow the guidelines hosted on the GOV.IN App
Store, providing a trusted source for citizens to download Government
applications.

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C. Social MediaSocial media has emerged as a key interface for the Government todynamically facilitate effective communication and foster citizen
connectivity. Government entities at various levels are actively
leveraging multiple social media platforms, be it at their level or dedicatedaccounts for specific schemes and programs to reach out to citizen. As
these platforms become integral for disseminating information andshowcasing government services, the need for harmonizedcommunication across diverse channels becomes important.
This section covers social media management, offering recommendations
for content creation, audience engagement, search optimization, andperformance measurement. By establishing a standardized approach, themanual aims to not only enhance the overall effectiveness of Government
communication on social media but also to cultivate a consistent andrecognizable brand identity. It seeks to empower the Government toharness the full potential of social media as a powerful tool for
public outreach, information dissemination, and citizen engagement,
fostering a stronger and more cohesive connection between the
Government and its citizens.

110Digital Brand Identity ManualSocial media brand content and accessibility guidelines
Social media channels should be used as a strategic medium byprioritizing audience-centric approach and reaching out to a larger mass.
It is crucial to contextualize content across channels to maintain relevanceto the vision and mission of the concerned Government entity.

C.1 Use of the State Emblem of India on official social
media account
The State Emblem should be added to any content (video, image,infographic) that is being created for social media. However, the detailed
guideline may be referred at the State Emblem of India (Regulation ofUse) Rules 2007(https://www.mha.gov.in/sites/default/files/EmblemRules2007_12022019.
pdf).

Figure -69: Illustrative example for the usage of the State Emblem on Social Media

C.2 Role of CIO in social media communications
CIOs will play an important role in the harmonisation of the content being
posted on the social media platforms by using a data driven approach andaligning the content calendar with the mission and objectives of
Ministries/Departments.

C.2.1 Role of Chief Information Officer (CIO)i.

Actively communicating about initiatives of the Government111

Digital Brand Identity Manualii.

Ensuring authentic and holistic information by use of data,infographics, videos, testimonials

iii.

Fighting fake news & busting myths

iv.

Leveraging all relevant social media platforms and channelsv.

Being aware of the overall social media presencevi.

Building capacity and capability

vii.

Monitoring of Social Media handles w.r.t reach, impact, etc.
through Analytics

C.2.2 Use of data & information - Just putting out information isNOT communicationi.

Information has to be analysed and presented in a form that isrelevant and easy to understand.

ii.

Routine press releases should be avoided.

iii.

Language localization to be prioritized for targeting a larger
audience.

iv.

Use of multiple digital artefacts viz. text, images, infographics,
testimonials and videos.

v.

Messaging requirements may vary based on audience.

C.3 Key deliverables for social media harmonization
Key deliverables have been defined for the Government entities to achievesocial media harmonisation through uniform social media presence,content posting, frequency etc.
i.

Communicating initiatives of the Government in aharmonised way.

ii. Presence on leading social media platforms viz. X, Facebook,YouTube, Instagram, WhatsApp Channel and others like
LinkedIn, Koo, etc.
iii. Each ministry must have social media accounts. Social media
accounts operating under the ministry at the department ororganization or project or scheme level should constantly

112Digital Brand Identity Manualengage with the primary ministry handle in the form ofaccount mentions and common hashtags (# tags).
iv. Government entity’s social media accounts should be verified.
v. Posts and # Tags as shared by MyGov/PMO should be
amplified and content should be created in alignment withthese hashtags and/or posts.
vi. Proposed content posting plan:•

Plan at least 15 posts daily (weekly around 100 posts) across all
social media channels.

•

Content created and posted must be 50% Government Entity’s
initiatives and 50% on Whole of Government initiatives (PMO/
MyGov may be referred for whole of Government content).

•

Posted content may be a combination of Government entity’s
original contents, retweets, reshares, collaborated contents, etc.

vii. Proposed social media team to assist in creating content/
creatives:•

Content writer: For writing concise & citizen friendly content while
the candidate should have prior experience on content posting.

•

Editor: Having experience of Video editing, Reels and Short video
creation.

•

Graphic designer: Having good understanding of design tools,
creation of infographics, etc.

•

Official language supportviii. Prepare & evaluate a weekly/monthly/quarterly/yearly social
media performance report across all Government entity’schannels

C.4 Indicative content types for social media posts
Indicative content categories have been created for better citizen
engagement on the social media platforms.
i.

Government entity level activities

ii.

Infographics
113Digital Brand Identity Manualiii.

Awareness postsiv.

Achievement postsv.

Posts about upcoming events

vi.

Live posting about events

vii.

Schemes related content

viii.

Interviews, user generated content

ix.

Ministry news, industry news, international activities

x.

Surveys & case studies

xi.

Online quiz, polls/surveys

xii.

Blog posts/storytellingxiii.

Generic guidelines for all citizens

xiv.

Wishes/precaution for festivals/special events

Figure -70: Infographics

Figure -71: Awareness posts

Figure -72: Post about upcoming events

Figure -73: Live posting about events

Figure -74: Scheme related content

Figure -75: Interviews, user generated
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Figure -76: Ministry news, industry news

Figure -77: Surveys & case studies

Figure -78: Achievement posts

Figure -79: Online quiz, polls/surveys

Figure -80:Blog posts/ storytelling

C.4.1 Indicative content themes
Government initiatives & achievements (e.g. 9 years of Seva, Sushasan,
Garib Kalyan)
Category
Government's support forthe poor

Messaging/Examples
Serving the poor and the marginalized

Farmer welfare

Ensuring farmer welfare

Nari shakti empowerment

New momentum for nari shakti

Inspiring amritpeedhi

Empowering India's amritpeedhi
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Ease of living initiatives

Ease of living for the citizens

Virasat aur vikas legacy

Virasat aur vikas

Economic powerhouse
visionA global economic powerhouse

Business-friendly policies

Ease of doing business

Infrastructure

Infra at speed and scale

TechadeIndia's techadeNortheast development

Northeast-A growth engine

National security

Nation first- homeland security & foreign
policySustainability

Environment and sustainability

Atmanirbhar Bharat

Making India self-reliant in key sectors suchinitiative

as manufacturing, agriculture, and defence• Ek bharat shreshtha bharat

Unity in diversity• Sabka saath, sabka vikas, sabka vishwas• Beti bachao beti padhao• Promoting domestic manufacturing

Self-reliant India• Reducing import dependence• Boosting exports• Investing in research and development

Empowering all Indians• Skill India mission• Startup India initiative

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Mann Ki Baat Live andcontent created andposted on Social Media
post Mann Ki Baat
• MyGov live streaming & content creation
post Live event• Trending Government entity relevant
Citizen engagement/suggestions /initiatives
launched on MyGov (asalerts and related content• Anniversary related content for leading
Government schemes

may be relevant to the• Cabinet decisions

Ministry)• MyGov PULSE- A fortnightly PDF
newsletter• Contents should have SEO friendly
keywords

C.4.2 Do’s on social media post creationi.

All video-based content must have subtitles.

ii.

Limited text should be used on posts focused onimages/infographics.

iii.

Each post should maintain hashtags (# tags) of the topics/events ina harmonised fashion by capitalizing the first letter of each word of
the topic/event.

iv.

Maximum of 2 to 3 hashtags (# tags) may be added for a single
post.

v.

Emojis should be used in limitation and a maximum of 2 to 3 emojis
may be used for a single post.

vi.

Alt text should be used in all images before they are posted.

vii.

Limited flashing content should be posted.

viii.

The text on image/infographics posts must qualify the contrast
checks, as defined in the Guidelines for Indian Government
websites (GIGW 3.0).

ix.

Posting any personalized information should be avoided.
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Digital Brand Identity Manualx.

Content/pictures from PIB, PMO, MyGov, Government entity’s sites
and similar Government channels should only be used.

C.5 Engaging youth with short videos
C.5.1 Key principles for reelsi.

Simplify policies: Distil intricate policies or programs into easy-tounderstand visual narratives.

ii.

Storytelling: Use reels to tell compelling stories about individuals orcommunities positively impacted by government initiatives.

iii.

Show impact: Showcase the 'before' and 'after' of initiatives,
highlighting tangible positive impact.

iv.

Spotlight mentions: Reel may be created that deepens theimportant speeches on Government entity's achievements or
initiatives, offering more details and perspectives on thecommendation.

Figure 81: Illustrative examples for simplicity, storytelling, demonstrating impact and spotlightmention118

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Figure -82: Illustrative examples of aspect ratio, dimensions and frame rate for reels and vertical
video

C.5.2 Do’s on reelsi.

Reels are optimized for mobile viewing, so always these should beshot in vertical (9:16) format.

ii.

While reels allow for videos up to few seconds, sometimes shorter
clips (around 30 seconds) can be more engaging.

iii.

The first 5 seconds are crucial.

iv.

Collaborate with social media influencers to get a better reach.
Popular challenges, songs, or trends can boost Reel's visibility, if
leveraged correctly.

v.

While it's good to tap into trends, always ensure content aligns
with Government/ Ministry's message.

vi.

Regularly post reels to maintain engagement and visibility.

vii.

Use Instagram Insights to understand which reels perform bestand use this data for content refinement.

viii.

Use targeted keywords in captions.

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C.5.3 Optimize SEO for YouTubei.

Keyword research: Use of various tools to research keywords thatare relevant to the video topic. Once the list of keywords are
finalised, use them throughout the title, description, and tags.

ii.

Title and description: Title and description are the first things thatpeople will see when they discover video, so it should be clear,concise, and keyword rich. Title should be around 50 to 70
characters long, and description should be optimized.

iii.

Tags: Use of a mix of popular and niche tags to reach a wider
audience. Use of maximum up to 15 to 25 tags per video.

iv.

Chapter markers: Chapter markers make it easy for viewers to skip
to specific sections of the video. Chapter markers should be used tobreak up the video into smaller, more manageable sections.

v.

Cards and end screens: Use of cards and end screens to promote
other videos and channel subscription.

vi.

Promote videos: Videos should be shared on social media and onother websites.

C.6 WhatsApp channel
For creation or management of WhatsApp channel for the Government
entity’s, the following points must be considered:i.

Broadcasting information: Instantly share crucial updates with alarge audience base.

ii.

Engaging the audience: Reach a diverse audience and encouragethem to interact with the Channel.

iii.

Efficient communication: Enable one-way communication for
seamless information sharing.

iv.

Versatile content: Share various content types, including text,
photos, videos, stickers, and polls.

v.

Access control: Choose between public or private access to thechannel appropriately.

vi.

Targeted delivery: Manage channel membership to ensure content
reaches the right audience.
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Boost visibility: Attract relevant subscribers through the improved
searchability of the channel.

viii.

Analytics insights: Gain valuable data and insights to trackchannel's performance.

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C.7 Social media formats and benefits

Format•Bulletin
service•

Open network•

Followmechanismgenerates
audience•

Active users•

Closed network•

Can post multiple
media types•••

have highfrequency of••VariedImage and video•

Video streaming

focus

•

Completely open

Simple content
editing options

network•functionality•

Posts and stories

options

Multiple•

Open network•

Live broadcast option

page/group types•

Follow•

Channels and subscribers

Detailed profiles

mechanism•Videos can be embedded

can easily begenerates

shared acrossaudiencein other locations•

other platform

posts

Basic video editing

Blanket licensing forsome music•

Automatic transliteration
script generation

Benefit•Post media
easily•Automated
link previews•

Potential for•••

exposure•

Simple to use
and post•

Curatedcommunities••

levels ofVaried content

engagement

Popular, high impact
format•Potential for extended•

Simple to use

Sophisticated•Showcases•

High returns in searchcreativity well•

Developed ad and•Highly developed
ad options

•

•

type

(pages)•Potential for highaudience

analytics toolmass
impressions/

Huge potential

options

analytics functionality

options•

Flexible
page/group

Developed ad

engagement

Basic analytics
options•

Actively growing
platform

Latest content

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C.8 Dos and don’ts
Dos and Don’ts have been defined for the overall social media strategy as
mentioned below:
Do’s

Don’tsDefine clear goals

Over-promote

Know the audience

Neglect the audience

Consistent branding

Inconsistent posting

Engage actively

Ignore analytics

Create quality content

Overuse hashtags

Use visuals

Ignore negative feedback

Schedule posts

Automate everything

Analyse metrics

Engage in controversy

Adapt and evolve

Neglect mobile optimization

Compliance with policies

Violate copyright / patent /trademark123

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C.9 Success matrix
Government entities must monitor the following metrics to boost theirsocial media presence and connect with citizens in the most effective way
possible:
i.

Reach

ii.

Impressions

iii.

Likes

iv.

Conversions generated per post or campaignv.

Commentsvi.

Website traffic per channelvii.

Retweetsviii.

Audience count

ix.

Saves

x.

Audience growth rate

xi.

Post engagement ratexii.

Account mentions

xiii.

Views

xiv.

Sharing with others

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C.10 Insights and KPIs
These KPIs should be consistently monitored for the measurement of theperformance of the Government entity’s in social media. The metrics for
all the social media platforms should be aggregated for the social media
handles under the ministry for quantitative assessment of social media
performance at the Government entity’s level.
Platforms to docus: X (Twitter), Facebook, Instagram, YouTube
KPIs to Focus:i.

X (Twitter): Retweets, Likes, Impressions, Engagementii.

Facebook: Reach, Engagement, Impressions, Clicks, Likes, Shares,
Comments

iii.

Instagram: Followers, Likes, Comments, Impressions, Stories Views

iv.

YouTube: Views, Watch Time, Sources, Subscribers, Likes,
Comments, Shares, Click-Through Rate (CTR)

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C.11 Sustaining brand presence
Following components must be considered while defining the strategy for
maintaining a sustained brand presence for the Government entity:i.

Accuracy: Ensure the precision and factualness of the posts byvalidating information from relevant sources before publication,
minimizing the necessity for subsequent corrections or retractions.
Prompt rectification of any errors, while maintaining transparency.
Given the official representation of the Government of India,
meticulous attention to spelling and grammar is paramount;
therefore, thorough verification of all content before posting isstrongly advised.

ii.

Be timely: Timeliness is a key aspect of social media engagement.
Anticipate swift responses to emerging developments andannouncements with relevant information on the platform. Ensure
the alignment of social media messaging with the traditional
communication strategies for a cohesive and coordinatedapproach.

iii.

Monitor comments and replies: Regularly monitor and addresscomments.

iv.

Maintain an active presence: Establishing and maintaining apresence on social media demands meticulous planning, active
interaction management, and consistent content creation.

v.

Visual content: Photographs/videos must be of high quality andappropriate size as specified for the designated channel.

vi.

Online response management: Monitor social media for mentions,replies, and direct messages to promptly respond to citizens'
questions and concerns. Actively Monitor and respond & address
negative comments, and misinformation on social media
platforms.

vii.

Building people trust by active engagement:a. Understanding the content better from the point of view of theaudience.
b. Understanding the audience demography to create content as
per their interest.
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Digital Brand Identity Manualc. Sentiment analysis of the Government entity’s social media
accounts through social listening.
d. Make informed decisions regarding the content calendar andcampaigns with the help of analytics.
e. Importance of monitoring social media metrics for growth.
Encouragement for the audience to implement the insights and
KPIs discussed.

C.12 Mygov and ministries collaboration checklist
Ask from
Ministries/Departments

Compliance required

All communication must highlight

To ensure sharing/reposting any

the social media handles including

whole of Government or

the QR code for the Government

Government entity specificentity's App/websites. Include

relevant content. MyGov andMyGov App download QR code in

Ministry must complement eachPrint Ads.

other.

Have presence on all leading

MyGov and the Government

Social Media Platforms – X,

entity need to do frequent andFacebook, YouTube, Instagram,

regular "special campaigns"

WhatsApp Channel, and others

highlighting Ministry’s

like LinkedIn, Koo, etc. MyGov canachievements and milestones.

assist in the same.
Have a revamped content,Monthly meetings need to bemessaging and language strategy

conducted on creative aspects

that will increase reach andand their amplification on social

engagements (communicate inmedia.

multiple language in addition to
English).
Get the Social Media accounts

Follow the # Tags as shared byverified.

PMO/ MyGov.

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Adherence to the communication

Share original content andreceived from MyGov for smooth

enlighten MyGov as well with thetransition for the reports.

same.

C.13 Mega campaigns
Government entities should align the content on all the social media
handles with the key campaigns being run for the whole of government
by PMO / MyGov or other concerned authority. For example, all the
Ministries are currently creating and publishing content for “Viksit Bharat
Sankalp Yatra” campaign.
Government entities should create original content aligned to the current
mega campaign and engage with the content being posted by various
other Government entities on the campaign. Government entities should
also actively report information on activities undertaken by them aroundthe campaign.

Recommendations for daily reportingi.

Update the count of posts and retweets/shares made by theGovernment entity on the Mega Campaigns on the designatedspreadsheet link daily by 4:30 PM.

ii.

Mention the number of posts in the last 24 hours i.e. from past day
4 PM till present day 4 PM.

iii.

There is a need to fill 3 columns in the designated spreadsheet:•

Total No of Posts (Across Social Media Platforms) i.e. Posts on X
(Twitter) + Facebook + Instagram + YouTube.

•

No of retweet/reshare– are to be included.

•

Total (Total No of Posts + No of retweet/reshare) = Total No of
Posts (Across Social Media Platforms) + No of retweet/reshare.

The dedicated communication group may be used for all queries related
to the Government entity’s social Media managers/executives.

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D. Compliance matrix
This section comprises of an exhaustive compliance checklist for thedifferent types of Government entities to help them apply the various
elements of the DBIM into their digital platforms.
Two types of checklists have been created:a) Generic application: This checklist applies to all types ofGovernment entities across the digital platforms.
b) For the ministries: This checklist only applies to the ministries, theirdepartments and attached organizations.
The Government entities must refer to this checklist to ensure all theelements of the DBIM have been captured and incorporated in theirrespective digital platform to achieve digital harmonization.

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D.1 Checklist 1 – Generic and applicable for all Government Entities
This checklist must be used by all Government entities that intents to build or revisit theirdigital platforms.
S.no Checklist

Automated Manual

Colours
1
2
3
4
5
6

Select only one colour palette consisting of 1 keycolour with its 5 gradients
Select a colour that best represents your
Government entity
All iconography used in the platform must be of theselected colour palette only
Footer must be the darkest tone of the colour
paletteCall to actions buttons must be of the chosencolour paletteHighlight backgrounds must be either in linen orfrom the chosen colour palette
In case of a well-established brand colour for any

7government entity select a palette that is closest to
the established brand colours

8

The colour chosen must be used for digital
purposes only

9

All text must be in deep earthy brown (#150202)

10

All logo lockups must be in black (#000000)

1112All primary backgrounds to be in Inclusive white(#FFFFFF)
The State Emblem used is in inclusive white on dark
background OR in Black on white background

Iconography
Use the icons from the icon library provided in the13

Digital Brand Experience Toolkit website under the
Visual Library section

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14
15
16

Use icons from the same style as defined in Section
3.1
Icons scale must be as per the sizes provided 24x24, 32x32, 48x48 or 64x64
Don’t use icons styles such as outlined and filled
together, only use one consistent style
Using icons on images - place a black overlay with

17

80% opacity over an image before placing acontrasting colour icon (white over dark images
and dark blue over light coloured images)

18
19

Contextual icons curated from the internet matchthe style established in the DBIM
Icon proportions are retained as per the original
designTypography
20
21

All text used is in Noto Sans
Text used in headings; body text & image caption
are left aligned

22

Text used in column grid is justified

23

Character kerning is set to metric

24
25
26

Type scale for websites is as defined in DBIM
Section 4.3.1
Type scale for apps & webapps is as defined in
DBIM Section 4.3.2
Type colour used is as per DBIM Section 4.5

Logo Lockup
Logo lockup must be chosen from DBIM Section 5.2
based on the type of Government entity and in27

cadence to use of the State Emblem as per “TheState Emblem of India (Regulation of Use) Rules,
2007”
Generic header component must be chosen from28

DBIM Section 5.4 based on the type of Government
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All the subcomponents of the generic header
29

component must be enabled and accessible on thedigital platforms

30

Footer component must contain all the key
information sets mentioned in DBIM Section 5.5
Footer must state the appropriate lineage as per

31

the type of Government entity mentioned in DBIM
Section 5.5

Imagery
32
33

Background images are maximum up to 2 MB
Banner and header images are maximum up to
2MB

34

Thumbnail images are maximum up to 100 KB

35

All images are in JPEG, PNG or WEBP format only

36

High resolution images are maximum up to 5 MB

37

Alternative text is provided for all images

38

Alternative text is maximum up to 100 characters

39
40

Stock imagery curated from the internet has
necessary permissions and licenses
Images used do not have watermarks
Headshot images for individuals used on the41

website is as per the proportions defined in Section
6.1.4

Content
42

Tone of voice follows the principles as per Section
7.2.1
Dedicated space is provided for Central

43

Information Publishing System(CIPS) content in thehome page as per Section 7.5

44Content grouping is done as per Section 7.1

45

Minimal content as per Section 7.1

Adherence to Accessibility - Refer to GIGW 3.0 : New features of GIGW 3.0 |Guidelines for Indian Government Websites (GIGW) | India

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Performance enhancement
54

Server Response time is minimized

55

Browser caching is enabled

56

Images are optimized

57

JavaScript execution is optimized

58

Browser pre-loading techniques are used
The loading="lazy" attribute is used for images and59

lazy loading techniques used for off-screen media
elements

60

Resource loading order optimized

61

Critical resources are minimized and prioritized

62
63
64
65

Asynchronous loading used for non-essential
scripts
Website is tested for responsiveness acrossmultiple screen sizes
Content Delivery Network (CDN) implemented tocache and deliver static assets
Appropriate cache headers set for static assets

Search functionality
66
67
68
69
70
71
72

Icons for voice and image-based inputs areprovided as per DBIM
Text based inputs in English are tested for accurate
search results
Text based inputs in regional languages are tested
for accurate search results
Voice input in English is tested for speech-to-text
input accuracy
Voice input in regional languages is tested forspeech-to-text input accuracy
Search result language is the same as search input
language
Voice based search results are accompanied by
text-to-speech output

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D.2 Checklist for Ministry/Department Websites
This checklist must be used by all Central Ministries and Departments that intents tobuild their website. This must be followed along with the generic checklist D.1
Ministry websites
S.no Checklist
A
1
B
2
3
4

Automated Manual

Setup Social MediaSocial media integration is done for X, Facebook,
Instagram & YouTube
Restructure the Content
Information from old website is mapped as is in the
new information architecture
Restructure content into the 5 categories to fit the
proposed Information architecture in DBIM
Cross verify and confirm terminology used is aligned
to specific section of the DBIM
Map any other ministry specific pages/content and5define which category it gets tagged under andtemplate to use for the same

6
7
C
8

For any ministry specific pages/content, define thepage template to use for the same
PM Quote in Home page - chose a quote that is lessthan 110 characters
Identify the Ministry Personas
Identify list of users who are key beneficiaries of theministry (schemes & services)
Select a maximum of 3 additional

9

ministry/department specific user personas fromthe persona list provided
In the content mapping, identify big buckets that10

can be tagged to each of the user personas (there
can be overlaps)

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Define key information that each persona will access11(inside page for personas) and sections within that it
will link up to

12
D
13
14
15

Tag key content types to user personas identified forministry
Create Icons & Media Resources
Select one accent colour palette from the 9 colour
gradients provided in DBIM
Image selected for Hon'ble PM to be from websites
provided only
Quote related to the sector to be selected from theauthorized websites only
Chose a PM's image from the library wherein the16

Background colour of Hon'ble PM matches thelighter shade of the accent palette selected

17

Provision for Central Information Publishing System(CIPS) content integration - Bottom tile area
Identify flagship program logo for the ministry or

18

department to be placed in the co-branding space
as a constant logo
Additional logos such as events, or other programs

19

is placed along with the flagship program logo as
mandated by the center.

20
21
22
23

Logos used are in PNG,SVG or WEBP format
Logos proportionately scaled and are of a minimumof 75X60px OR 120 X 60 px size (if PNG)
Headshots of minister is compliant with DBIM
All images for sections such as banners, personas
etc. are used from the image bank provided
All ministry specific images for sections like schemes
and services, initiatives etc. are either commissioned

24

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All ministry specific images for sections like schemes
and services, initiatives etc. are compliant with the
DBIM.Images curated for following pages:

25

i.

Header imagesii.

Persona Illustrationsiii.

Scheme & services - Images/scheme

iv.

Schemes & services - Logo (If available)v.

Departments - Logo (if available)vi.

6. Co-branding logo (flagship programs,
events, central programs etc)

vii.

Ministry specific offerings such as
initiatives, competitions etc

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