2. No water, no life.
No blue, no green.
- Sylvia A. Earle, National Geographic's explorer-in-residence since 1998.
3. The brand book aims to capture the origins of the Air Selangor story
and highlight our brand strategy. It also provides clear and detailed
visual guidelines across a wide range of brand applications in order to
make our communication consistent.
As we continue to evolve as a business, we need to ensure that we
look and sound like one Air Selangor. Irrespective of where and when
our stakeholders interact with us, we want their experience to be
consistent and joyful.
This brand book will serve as our guide to be consistently on-point
with our Air Selangor brand.
Apa khabar?
Welcome to
Air Selangorās
brand book
4. Our Logo 26
Our Colours 36
Our Fonts 39
Imagery 42
Our Icons 46
Graphic Element 50
02. Visual Identity System
Stationeries & 57
Branded Merchandise
Letterhead
Press Release
Memo
Envelopes
ID Card
Business Card
Non Woven Bag
Tote Bag
Pen
Notebook
Powerpoint Template
Virtual Background
Email Signature
Technical Jacket
Safety Helmet & Vests
Water Bottle & Tumbler
Corporate Event 66
& Communication
Grid System
Bunting
Banner
Poster
Corporate Bunting
Signages 75
Main Entrances
Floor Directory
Meeting Room & Department
Assets 79
Car (Proton Saga)
4x4 Truck
Van
Lorry
Water Tanker
Jumbo Water Tanker
Motorcycle (Honda Wave Alpha)
Motorcycle (Honda EX5)
03. Brand Applications
Our Story 6
Our Brand Strategy 8
Our Brand Core 11
Mission, Vision & Values
Our Brand Positioning 17
Brand Promise, Image & Voice
01. Introduction
Contents
7. Our Story
Who we are
Air Selangor was established as the special purpose vehicle of the Selangor
government to be the single holistic licensee to provide water services,
following the restructuring of the state water service industry.
The restructuring began in 2008 when the Selangor government gave
Kumpulan Darl Ehsan Bhd (KEDB), now renamed Air Selangor Holdings
Berhad, the mandate to lead and consolidate the water industry which was
owned and operated by five different concession companies [Syarikat
Bekalan Air Selangor Sdn Bhd (SYABAS), Syarikat Pengeluar Air Selangor
Sdn Bhd (SPLASH), Puncak Niaga Sdn Bhd (PNSB), Konsortium ABASS Sdn
Bhd (ABASS) and Konsortium Air Selangor Sdn Bhd (KASB)].
Pengurusan Air Selangor Sdn Bhd (Air Selangor) was inaugurated on
13 September 2019.
This consolidation exercise was to ensure the effectiveness and efficiency of
the water treatment and distribution operations for the betterment of the
customers.
We were ļ¬ve and now we are one. We are Air Selangor.
7
Introduction I Our Story
9. In 2020, we embarked on a journey to elevate our brand. We started by
conducting a brand audit with over 4,000 customers and stakeholders who
told us that even though Air Selangor had good brand visibility in the
market, they would like to see Air Selangor evolve into a brand that is more
engaging and consistent across all customer touchpoints.
As an outcome, our management team and selected employees crafted a
robust brand strategy aimed at all our stakeholders (consumers, employees,
government agencies, media). As part of our brand strategy, we have also
designed a unique positioning for Air Selangor which will serve as a guide for
a holistic brand experience.
Our Brand Strategy
How we will
elevate our brand
9
Introduction I Our Brand Strategy
10. Mission (Purpose)
We deliver the best experience to
our customers
Vision (Aspiration)
We will be the leading water
services provider in Asia by 2030
Values
Teamwork | Honesty | Integrity |
Professionalism | Highest
Standard of Services
Our Brand
Core
Brand Promise
Joy in Every Drop
Brand Image
ā¢ Smart
ā¢ Seamless
ā¢ Sincere
Brand Voice
ā¢ Professional
ā¢ Caring
Our Brand
Positioning
Consumers
Employees
Government
Partners
Media
Our
Stakeholders
Brand Strategy Framework
10
Introduction I Our Brand Strategy
12. Air Selangor, with the support of our various stakeholders, will apply the
highest standards of excellence to provide an enriching experience to our
internal and external customers throughout every touchpoint - from water
abstraction to the delivery of clean and safe water to homes and businesses.
We will leverage on customer-centric technology, in line with Air Selangorās
digital transformation, to enhance customer experience.
We deliver the best
experience to our customers
12
Introduction I Our Brand Core I Our Mission
14. We will be the leading
water services provider in
Asia by 2030
We aspire to be a world class standard for all our stakeholders through
operational excellence, service mindset and innovation. By 2030, we will
become a benchmark for our peers in 48 countries across Asia, through
consistent execution of our seven Strategic Plans and Initiatives.
14
Introduction I Our Brand Core I Our Vision
16. At Air Selangor, our
core values deļ¬ne our
culture and how we
work together
Teamwork
Providing support to one another, working collaboratively, respecting
one anotherās views, and making our work environment well balanced and
enjoyable.
Honesty
Being open and truthful in all dealings to allow us to be of great service to
our colleagues and customers.
Integrity
Continually doing the right thing no matter what the consequences. With
integrity, we will live by our standards and beliefs even when no one is
watching.
Professionalism
At all times, we strive for excellence and quality in everything we do on top
of being reliable and responsible.
Highest Standard of Services
We respect our customers and strive to deliver timely, responsive and
proactive services at all times.
16
Introduction I Our Brand Core I Our Values
18. Joy in Every Drop
Setiap Titis Bermakna
We strive to bring joy to you every day through every drop of water that we
supply.
We work tirelessly to ensure that you can rely on us to provide clean, safe
and affordable water. Every drop that we supply is full of care and passion
for innovation, so that you can focus on creating joyful memories with your
loved ones.
As we work to ensure the best customer experience, we also work with each
other to create a joyful working environment for all to grow.
When you experience water, you experience joy, you experience Air
Selangor.
18
Introduction I Our Brand Positioning I Brand Promise
20. How we want to be
perceived by our
stakeholders
Smart
We are innovative in our way of working.
We have a working environment that enables our people to be more eļ¬ective.
We work creatively to ensure the sustainability of our natural water resources.
Seamless
We ensure that our people, systems and processes work in alignment.
We provide our customers with reliable and worry-free water supply.
We ensure that our customersā interactions are eļ¬ortless and rewarding.
Sincere
We are thoughtful and caring.
We put our customers at the centre of what we do.
We are transparent and we work with the utmost integrity.
20
Introduction I Our Brand Positioning I Brand Image
22. When people talk about brands, they often think about visual aspects such
as brand marks, corporate colours and fonts. But we believe that the
strongest brands are those that also use words in a way that conveys their
distinctive essence.
Every word we use in our communications with the outside world ā every
email, every letter, every report or brief ā can make a difference to the way
Air Selangor is perceived. We invite you to read the following guidelines
carefully.
How we speak with
our stakeholders
22
Introduction I Our Brand Positioning I Brand Voice
23. To communicate Smart, Seamless and Sincere, our brand voice should be:
1. Professional
Being one of the largest water services providers in Asia, we need to showcase
that we are professional and competent. Our customers depend on us - the
expert, to deliver clear and timely information regarding their water supply. The
seriousness of our message should be factual and should be delivered with
confidence, projecting us as a credible expert across all our communication.
Eg: āMadam, our water supply is clean and safe. For your information, our
water supply complies with the National Standard for Drinking Water Quality
by the Ministry of Health. However, if the problem still persists, please allow
the water to run through for a few minutes until it is clear.ā
OR
Eg: āI will discuss this with our management and get their approval. I will
update you accordingly, Sir.ā
These are forthright expressions; but we can make them with confidence
because we know they can be fully substantiated by our expertise and
professionalism.
Nothing communicates professionalism more effectively than communicating
in a calm, reassuring manner. Think how an airline pilot warns us that things
might be about to get a little bumpy.
23
Introduction I Our Brand Positioning I Brand Voice
24. 2. Caring
We are warm and friendly but also down to earth. We are transparent and
genuine when dealing with our customers, regardless of their status or
position. We make our customers feel special, by proactively
communicating and engaging with them.
Talk about what is relevant, accurate and useful to them. Show everyone
our passion for what we do. We will get interest from our audience by
treating everyone as individuals. That doesnāt mean that we are overly
informal in our communication. We are trusted professionals who exist to
serve our customers.
Situation ā Internal water pipe leaking.
Eg: āSir, sorry to hear about your internal plumbing problem. However,
for the repair work, we encourage you to ļ¬nd a trusted plumber to repair
the internal plumbing system. We have a list of trusted plumbers that
you can check on our website.ā
NOT
āSorry Sir, Air Selangor will not entertain any complaints on internal
plumbing system. You need to ļ¬nd your own plumber.ā
When issues arise or when we want to roll out new services, our customers
do not want to decipher long, complex, operational or dull messages.
So, everything we say should be simple and easy to understand.
24
Introduction I Our Brand Positioning I Our Brand Voice
27. Logo Rationale
Air Selangor's logo type consists of droplet icon and wordmark.
Primarily, we use a white background for our logo, to create an eļ¬cient and
clean feel as a representation of Air Selangor.
Our logo is simple, yet multi-faceted.
It is gentle, yet strong. It cleanses, yet remains clean.
Wordmark
Logotype
Symbol
27
Visual Identity System I Our Logo
28. Symbol Rationale
Air Selangor's symbol is the Droplet.
The gradient blue represents the strength of the workforce, loyalty, wisdom,
values and trust. The green droplet symbolises sustainability, freshness,
nature, growth, harmony and colours of life.
The combination clearly provides a feel of a new beginning in the water
industry and Air Selangor will spearhead the industry as an innovative,
focused and reliable water provider.
28
Visual Identity System I Our Logo
29. Logotype Primary Logotype
- The primary logo is the logomark and the logotype together.
- They should always appear in this size relationship.
- Always use the logo ļ¬les provided in the brand book.
- Do not recreate.
29
Visual Identity System I Our Logo
30. Minimum clear
space & size
Print
1 cm
Display
36 dp
Minimum clear space
Air Selangorās logotype should always be respected with clear space on all
sides. You can deļ¬ne the clear space by using the letter āAā of the logo.
Minimum size
Air Selangorās logo can be enlarged to any size but when downsizing, the
logo must not be reduced to less than 1 cm in height for print, and 36 dp
(Device-independent Pixel) in height for display.
30
Visual Identity System I Our Logo
32. Usage on
background
These examples show the correct application of the Air Selangor full-colour
logotype on diļ¬erent solid backgrounds. In principle, use cool and light
colour tones for the background such as light grey, blue and green.
32
Visual Identity System I Our Logo
33. Usage on
background
These illustrations show how Air Selangorās white logotype should be
applied on solid or dark backgrounds.
33
Visual Identity System I Our Logo
34. Usage on
background
On picture backgrounds which make the full-colour logo hard to see, the
white logotype must be applied instead.
On picture backgrounds with light color tones, the full-colour logotype
must be applied.
34
Visual Identity System I Our Logo
35. Do not distort logo Do not use drop shadows
or any other eļ¬ects
Air Selangor
Do not crop the logo Do not re-create using
any other typeface
Air Selangor
Do not change the logo
colour
Do not rotate any part of
the logo
Do not change the
transparency of the logo
Do not use dark-coloured
backgrounds
Do not outline the logo Do not use busy backgrounds
Logo Dontās
35
Visual Identity System I Our Logo
37. Our Primary Colours
Our primary colours consist of natural colours. Our two diļ¬erent
shades of blue represent the strength of the workforce, loyalty,
wisdom, values and trust, while the green represents sustainability,
freshness, nature, growth, harmony and colours of life, and white
represents our authenticity and our continuous eļ¬orts to promote
transparency.
Green
CMYK : 50, 0, 99, 0
RGB : 141, 198, 64
Pantone : 7488 C
# : 8CC640
CMYK : 92, 62, 22, 5
RGB : 26, 96, 143
Pantone : 647 C
# : 1A608F
Navy Blue
CMYK : 57, 0, 0, 7
RGB : 78, 189, 229
Pantone : 2985 C
# : 4EBDE5
Baby Blue
White
CMYK : 0, 0, 0, 0
RGB : 255, 255, 255
Pantone : 000 C
# : FFFFFF
38. Our Secondary Colours
Secondary colours may be used to provide variety and visual interest.
When used with the primary colour palette, secondary colours
should be used in moderation, not exceeding 20% of the layout.
In special circumstances, the use of the secondary colour palette can
be used as the main palette for speciļ¬c product, service or contact
center launches.
Light Blue
CMYK : 22, 0, 0, 0
RGB : 193, 232, 251
Pantone : 545 C
# : C1E8FB
Light Green
CMYK : 29, 0, 66, 0
RGB : 185, 239, 127
Pantone : 373 C
# : B9EF7F
Coral
CMYK : 0, 78, 48, 0
RGB : 241, 95, 106
Pantone : 709 C
# : F15F6A
Black
CMYK : 75, 68, 67, 90
RGB : 0, 0, 0
Pantone : 6 C
# : 000000
Orange
CMYK : 0, 43, 100, 0
RGB : 255, 160, 1
Pantone : 137 C
# : FFA001
Grey
CMYK : 64, 56, 53, 28
RGB : 88, 89, 91
Pantone : 425 C
# : 58595B
39. Our Fonts
Our primary font is called Seravek.
Our typeface is easy to read, has friendly curves and comes in four
weights: light, regular, medium and bold.
39
Visual Identity System I Our Fonts
40. Aa Bb Cc Dd Ee Ff Gg
Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0
Weights and style
Light, Regular, Medium, Bold
Our Primary Font
Seravek
40
Visual Identity System I Our Fonts
41. Aa Bb Cc Dd Ee Ff Gg
Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv
Ww Xx Yy Zz
Weights and style
Light, Regular and Bold
1 2 3 4 5 6 7 8 9 0
Our Secondary Font
Helvetica
41
Visual Identity System I Our Fonts
43. Image Concept
Our image style for photography and videography is exciting, vibrant and
inspiring. A mixture of both nature and human.
Authentic images add to the interpretation of our brand image:
smart, seamless and sincere.
They create attraction, reļ¬ect our aļ¬liation and gets us closer to our
customers.
43
Introduction I Our Brand Positioning I Brand Voice
44. Natural and Human
Our imagery should communicate the natural wonder of water and
reinforce the message of conservation. Our images reļ¬ect the true human
emotion of our customers when they interact with water.
Visual Identity System I Imagery 44
44
Visual Identity System I Imagery
45. Candid and real
We use imagery that captures moments of true emotion. Thereās
something magical about shots of real people, interacting with each
other in the world.
45
Visual Identity System I Imagery
47. Iconography
guidelines
Air Selangor icons are used across diļ¬erent touchpoints from powerpoint
presentations to oļ¬ce signages.
They provide symbolism, conceptual clarity and visual interest in
simplistic shapes and forms.
47
Visual Identity System I Our Icons
48. Air Selangor Icons - Positive Version
Icons support our simple and easy-to-understand way of
communicating with our customers.
Air Selangor icons are available for use across all applications. On
white background we use our icons in Air Selangor Blue.
48
Visual Identity System I Our Icons
49. Air Selangor Icons - Negative Version
On Air Selangor Blue background, we use our icons in white.
49
Visual Identity System I Our Icons
50. Our graphic element is the secondary element that compliments our logo
and ties the identity of our brand together.
Graphic
Element
50
Visual Identity System I Graphic Element
51. The Hydro-connector, as Air Selangor's graphic element, is a representation
of how water droplets connect our customers with Air Selangor at the core.
The design demonstrates the impact of Air Selangor spreading through the
communities that we serve. Each drop in the Hydro-connector is a powerful
symbol of 'joy in every dropā.
The colour blue is a depiction of smart innovations and our ways of working.
The colour green is a depiction of the sincerity of our eļ¬orts and character.
The overall design with equally distant drops depicts the seamless way in
which we provide the best experience to all our stakeholders.
The Hydro-connector
Visual Identity System I Graphic Element 51
51
Visual Identity System I Graphic Element
52. Graphic Element
Variations
Our graphic element is available for
use across all applications.
Positive version Negative version
On white background we use our graphic element in Air
Selangorās colour pallete.
On Air Selangor blue backgroud, we use our graphic
element in white.
52
Visual Identity System I Graphic Element
53. CMYK : 57, 0, 0, 7
RGB : 78, 189, 229
Pantone : 2985 C
# : 4EBDE5
CMYK : 92, 62, 22, 5
Baby Blue
RGB : 26, 96, 143
Pantone : 647 C
# : 1A608F
Green
CMYK : 50, 0, 99, 0
RGB : 141, 198, 64
Pantone : 7488 C
# : 8CC640
Light Green
Navy Blue
CMYK : 29, 0, 66, 0
RGB : 185, 239, 127
Pantone : 373 C
# : B9EF7F
Graphic Element
Colours
Our graphic element colours consists of four Air Selangorās colours.
53
Visual Identity System I Graphic Element
54. Usage on
background
The element can be scaled up to half a page.
Joy in Every Drop
Joy in Every Drop
For full page design, reduce the transparency to 20%.
54
Visual Identity System I Graphic Element
55. Graphic Element
Dontās
Do not use multiple numbers of the element in a single page.
Joy in Every Drop
Joy in Every Drop
Do not use other colours than Air Selangor colours as background.
55
Visual Identity System I Graphic Element
56. Brand
Applications
03.
Stationeries & 57
Branded Merchandise
Letterhead
Press Release
Memo
Envelopes
ID Card
Business Card
Non Woven Bag
Tote Bag
Pen
Notebook
Powerpoint Template
Virtual Background
Email Signature
Technical Jacket
Safety Helmet & Vests
Water Bottle & Tumbler
Corporate Event 66
& Communication
Grid System
Bunting
Banner
Poster
Corporate Bunting
Signages 75
Main Entrances
Floor Directory
Meeting Room &
Department
Assets 79
Car (Proton Saga)
4x4 Truck
Van
Lorry
Water Tanker
Motorcycle (H
Jumbo Water Tanker
Honda Wave Alpha)
Motorcycle (Honda EX5)
58. Printed
Materials
Suhaimi Kamaralzaman
Chief Executive Officer
1-800-88-5252
Pengurusan Air Selangor Sdn. Bhd.,
Head Office, Jalan Pantai Baharu,
59200 Kuala Lumpur
www.airselangor.com
Joy in Every Drop
Letterhead
Envelope
Business Card
ID Card
Press Release Memo
Pengurusan Air Selangor Sdn. Bhd. (201401006213)
Head Oļ¬ce, Jalan Pantai Baharu, 59200 Kuala Lumpur
www.airselangor.com 15300
Pengurusan Air Selangor Sdn. Bhd. (201401006213)
Head Oļ¬ce, Jalan Pantai Baharu, 59200 Kuala Lumpur
www.airselangor.com 15300
Pengurusan Air Selangor Sdn. Bhd. (201401006213)
Head Oļ¬ce, Jalan Pantai Baharu, 59200 Kuala Lumpur
www.airselangor.com 15300
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Press Release
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Memo
Brand Applications I Stationeries I Printed Materials 58
59. Branded
Merchandise
For branded merchandise, the application
of the horizontal logo and brand promise
is most suited.
Use the graphic element for positive
association with the Air Selangor brand.
Joy in Every Drop
Non Woven Bag Tote Bag Pen
Notebook
59
Brand Applications I Stationeries I Branded Merchandise
60. Powerpoint
Template
A guiding PowerPoint template leveraging
on our corporate imagery can be used for
presentations.
The template is available in PowerPoint
widescreen format.
Title Slides Content Slides
Body Slides
Section deviders
End Slide
60
Brand Applications I Stationeries I Powerpoint Template
61. Virtual
Background
There are a series of virtual backgrounds
you can use during virtual meetings.
61
Brand Applications I Stationeries I Virtual Background
62. Email Signature
Your name positioned
at the top
Your department &
role positioned below
your name
Contacts positioned
below department
Hydro-connector
Your Name
Associate I
Corporate Communication Department
tel num email@airselangor.com
www.airselangor.com
62
Brand Applications I Stationeries I Wearables 62
Brand Applications I Stationeries I Email Signature
67. The grid system is used to keep the consistency in all our layouts.
It ensures that all our visuals when applied on external collaterals, get the
right amount of attention.
Grid System
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Brand Applications I Corporate Event & Communication I Grid System
68. Grid System
To keep all our layouts consistent, we use the 24x24 columns grid
system. This is always your starting point, when developing new
communication materials. The grid is designed to work across all
formats, which gives you a high degree of ļ¬exibility.
24 columns
24
rows
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Brand Applications I Corporate Event & Communication I Grid System
69. Vertical version Setup Margin Logo Placement
Logo Placement
Setup Margin
Horizontal version
Grid principles
Set-up 24 columns
As the foundation of the grid system.
Create 24 horizontal divisions
Each of the templates uses 24 horizontal divisions
to give ļ¬exibility for layouts.
Set-up margin
Margin is the safe zone for both Air Selangor logo and texts.
They should always be placed within the margin.
Here are the examples of how the 24x24 columns grid
system is adapted to vertical and horizontal formats.
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Brand Applications I Corporate Event & Communication I Grid System
70. Posters
Joy in Every Drop
Live Pure
Joy in Every Drop
Live
Pure
Make sure the call out text does not
cover the image focus point.
Air Selangor brand promise
positioned at the bottom
left corner.
Air Selangor logo must be
positioned at the top
right corner.
Make sure the call out text
does not cover the image
focus point.
Air Selangor logo must be
positioned at the bottom
right corner.
Air Selangor brand promise
must be positioned at the bottom
left corner.
70
Brand Applications I Corporate Event & Communication I Posters
71. Posters
Imposed Examples
Joy in Every Drop
Joy in Every Drop
Live
Pure
Joy in Every Drop
Live
Pure
Live
Pure
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Brand Applications I Corporate Event & Communication I Posters
72. Make sure the call out text does not
cover the image focus point.
Air Selangor logo must be
positioned at the top
right corner.
Air Selangor brand promise
positioned at the bottom
left corner.
Joy in Every Drop
Live Pure
Joy in Every Drop
Air Selangor logo must be
positioned at the top
right corner.
Air Selangor brand promise
positioned at the bottom
left corner.
Billboards
& Buntings
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Brand Applications I Corporate Event & Communication I Billboards & Buntings
73. Joy in Every Drop Joy in Every Drop Joy in Every Drop
Joy in Every Drop
Live Pure
Billboards
& Buntings
Imposed Examples
73
Brand Applications I Corporate Event & Communication I Billboards & Buntings
74. Corporate
Banners &
Buntings
Corporate Roll Up Banners (Horizontal Logo) Corporate Roll Up Buntings (Vertical Logo)
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Brand Applications I Corporate Event & Communication I Corporate Buntings
80. Key Assets
Transportation
Car type vehicle
4x4 type vehicle
Van type vehicle
Side view
Side view Rear view
Side view Rear view
Side view Rear view
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Brand Applications I Assets I Transportation
81. Lorry type vehicle
Tanker prime mover type vehicle
Side view Rear view
Side view Rear view
Tanker type vehicle
Side view Rear view
Joy in Every Drop
Joy in Every Drop
Joy in Every Drop
Key Assets
Transportation
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Brand Applications I Assets I Transportation
83. Thank you.
If you have just read the brand book, you have our appreciation. It means
you share our belief in details and quality. We know applying these
principles takes time and effort, but the stories we tell in all our Air Selangor
communications will be stronger for it.
If you ever have questions about our visual identity and its application in
design, please contact the Corporate Communication Department at
communication@airselangor.com
@airselangor
facebook.com/airselangor @air_selangor www.airselangor.com linkedin.com/company/airselangor www.youtube.com/AirSelangorTV
