How Gharana looks, sounds and speaks

Name

Gharana

Hindi for a lineage or house — a family tradition of craft passed down. Always one word, capital G. Never GHARANA in running text, never Gharana.app in prose.

Tagline

Apni Sajawat Ki Dukan

"The shop for your own adornment." The one tagline, used everywhere: in the logo lockup under the wordmark, the header, the footer, emails and the JSON-LD. Set in Plus Jakarta Sans italic — gold on dark. It is read from SITE.tagline, never retyped.

Use it like this

• Clear space on every side equal to the height of the घ glyph.
• Minimum 120 px wide for the lockup; below that, switch to the mark alone.
• Mark alone from 16 px up — it was drawn to survive the favicon.
• Light lockup on cream or white; dark lockup on the heritage gradient or a photograph darkened to at least 60%.

Never

• Recolour the tile, or set the घ in anything but gold.
• Replace घ with a Latin G. The Devanagari is the point.
• Stretch, rotate, outline, or add a drop shadow to the logo file.
• Put the maroon wordmark on a dark or busy background.
• Hand-type the wordmark or the tagline — always use the <Logo /> component (or the SVG off-site), which reads both from one source.

The eyebrow

12 px, semibold, uppercase, tracked out to 0.14em (tracking-eyebrow), with a short hairline rule before it, drawn by the CSS. Introduces nearly every section — always <Eyebrow>.

Headings

It began with Sharma Murti Bhandar

Fluid semantic tokens (text-display, text-h1–h4) via <Heading> or a bare <h2>, balanced wrapping, one phrase in the accent colour — never more than one.

Do

• Warm, soft, directional daylight. One natural shadow.
• Cream, ivory linen or warm wood as the ground — never cold white or grey.
• Show scale: a hand, a known object, or a size in the caption. It is the top reason murtis are returned.
• Keep the product exactly as it is — its colour, its carving, its imperfections.
• Label styled or generated compositions as references, and approve photographs of the real item before dispatch.

Don’t

• Text, prices, watermarks or supplier phone numbers inside the frame.
• AI “beautifying” a murti’s face or carving. It misrepresents a handmade piece.
• A generated image as a product-feed photo — Merchant Center needs the exact item shipped.
• Supplier catalogue shots with someone else’s branding.
• Licensed characters or logos on anything we photograph.

Specific beats grand

Say what it is

Tell the whole truth, early

Explain the "no"

Heritage, not kitsch

Errors that help

Safe to say

• Since 1945 · 80+ years of craft
• Began as Sharma Murti Bhandar, Himachal Pradesh
• 400+ pieces in the collection · four worlds under one roof
• Free delivery on every order across India
• GST invoice with HSN codes on every order
• Hand-painted wax diyas made in our own workshop

Not without a record

• Customer counts — “10,000+ homes”, “500K+ customers”
• Artisan or partner counts — “1000+ artisans”, “500+ B2B partners”
• Volume claims — “10K products delivered monthly”
• “Museum-grade”, “best in India”, “100% authentic” without proof
• A price on a corporate hamper — they are quoted per brief
• A discount rate without its threshold — “30% off” alone reads as a rate anyone gets