Brand Manual


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Brand Manual to foster a brand and its attributes externally and internally

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Brand Manual

  1. 1. Pratibha Branding Guidelines Implementing the Pratibha Brand in communication Implementing the Pratibha Brand in communication Updated : October 2013 Updated : October 2013 1
  2. 2. What is a BRAND? What is a BRAND? More than a name or a logo. More than a name or a logo on a box. And more, ultimately, more than what the box contains. The guidelines that govern communications for PRATIBHA products and services are part of a much larger effort — to build awareness, understanding and preference for the PRATIBHA brand and PRATIBHA products and services in the markets in which we compete. To build a brand that endures ENDURING BRAND A brand is a shorthand representation—often communicated in a single word or symbol—of everything a company is, does and stands for. That representation can be seen most clearly in promotional messages and in the quality of CONSISTENCY IS EVERYTHING Achieving the goal of an enduring brand requires a conscious, coordinated, consistent approach to communications and behavior. That approach is based on the understanding that every choice and every decision—not advertising or collateral alone —communicates something to someone about the PRATIBHA brand. When the brand’s messages are developed ad hoc, focused solely on the needs of the moment, they have no lasting impact and represent a shortsighted use of scarce marketing dollars. But when messages are delivered within a consistent framework and reinforce the brand’s promise and personality, their impact can be leveraged to boost awareness and heighten brand recognition and preference. Promotional dollars work twice as hard, serving short-term sales goals as well as longer-term objectives for the brand . the customer’s experience in buying, using and servicing a branded product. A clear promise, for example, that is important and memorable to customers. A distinctive, recognizable personality that is inseparable from the brand itself, informing not only advertising and communications but behavior as well 2
  3. 3. PRATIBHA brand platform: Brand promise PRATIBHA brand platform: Brand promise “Every company has the goal of being profitable, but to make a difference, it must have a higher purpose. Our vision reflects that purpose. It sets the standard that we as a company and as individuals, aspire to live up to everyday.” 3
  4. 4. PRATIBHA : Brand promise PRATIBHA : Brand promise Here’s how our primary markets define the PRATIBHA brand advantage Target audience of the brand “Pratibha” are all its stake PRATIBHA Brand Tagline The tag line is meant to invigorate employees of Pratibha and so that core values can be internalized by them. It is meant to capture essence of the brand “Pratibha”. Following is the tagline for Pratibha: holders. These include its customers, suppliers, and employees of the parent company and its Sub brands. They are individuals who have a distinct taste and are Elegant about displaying their individuality. They relish and live the brand “Pratibha”. They are Creating Synergy in textiles... This stands for the deep rooted social and environmental responsibility which is inherent to manufacturing processes at Pratibha. Principles of the application of tagline are discussed under “Symbol and tagline relationship”. Fashionable and accept it as a way of life, but are not victimized by it. Their values are deep rooted and long lasting. They believe in ecologically sustainable living and their solutions embody their belief. 4
  5. 5. The PRATIBHA Logo 5
  6. 6. PRATIBHA : Brand promise The PRATIBHA logo consists of two elements — the symbol and the word mark. This symbol is designed to epitomize evolution of the “Pratibha” brand. This form retains the pyramidal base which has stood for integrity and core values of Pratibha, which remain unchanged over time. The rolling ball depicts momentum, its color is derived from the rising sun. The horizontal lines have been modified from the previous symbol, and they stand for speed and swiftness. The logotype “Pratibha” consists of thick and thin lines, they are used to depict an important characteristic of brand “Pratibha” - agility. The PRATIBHA logo is a unique piece of artwork. The proportion and arrangement of the symbol and word mark have been specifically determined. This form should be viewed as a evolution and not revolution of the first symbol. This symbol is a registered trade mark, and its use by any outside organization or person is subject to approval by Pratibha Syntex Ltd. This is the only symbol used to represent Pratibha. It is important that it always be correctly used and the following guidelines be strictly adhered to. The symbol should never be type set, drawn manually, or using a computer. It should only be reproduced from an approved computer file. Care should be taken to maintain the proportions while resizing the symbol. The following are the colors of the symbol : Leaf Sun Orange White (Color codes of the above are specified under “brand colors”). The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand’s power. 6
  7. 7. PRATIBHA : The Logo To preserve the PRATIBHA logo’s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. To standardize the use of the tag, three sizes are provided for most uses— 38 mm : 34 mm high for regular application sizes, .25 mm high and 22.5 mm wide for small application sizes, and 12.5 mm high : 11.5 mm wide as minimum application sizes. These sizes should be considered the minimum size for print/online uses. 7
  8. 8. PRATIBHA : Color logo Variations The PRATIBHA logo should be reproduced in color whenever possible. For specific color values to use when reproducing the logo (spot or PANTONE®, 4-color process, RGB), refer to the Color Palette section. White is the most effective background If color reproduction is not available or is not a viable option, the logo should be reproduced in solid black or as a full-reverse in white out of a color background. When the PRATIBHA logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrast for the reverse logo. on which to reproduce the color logo because it provides a clean, crisp contrast for the logo’s color and elements. Regular : The primary colors of the symbol be used. an attempt should be made to use only these colors. In one color : Gradation is possible, grey values in the proportion of 80% and 40% should be used as shown. Single color printing : The symbol appears in black as shown. 8
  9. 9. PRATIBHA : Logo Uses and Misuses On light color backgrounds or tints, the symbol can be displayed in its primary colors. There is never a bounding box around the symbol. All the bounding forms shown are not bounding boxes, they represent the background color. On dark or saturated colors, the symbol cannot be displayed in its primary colors. Incorrect use of the PRATIBHA logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses of the PRATIBHA logo. 9
  10. 10. PRATIBHA : Which logo do I use? Trying to determine whether to use the red tag logo or the standard logo? Trying to determine whether to use the red tag logo or the standard logo? Here are some questions to ask yourself: Here are some questions to ask yourself: Is the communication coming from PRATIBHA? No. Use the standard logo. Yes. Move on to the next question. [When third parties need a logo to represent a partnership, sponsorship, etc they should use the standard logo. Please note: Use of the PRATIBHA logo by a third party requires a license agreement.] Will the logo be acting as an introduction of the brand, rather than a sign off? (Is this the first or only instance of the logo?) No. Use the standard logo. Yes. Move on to the next question. [The STANDARD logo should act as an introduction of the brand and appear only once per piece.] Is there Any option for symbol for reverse? No. Use the standard logo. [When value of the color is more than 50%, then the symbol will appear on reverse. When the value of the background color is less than 50%, the symbol cannot be displayed in reverse.] 10
  11. 11. PRATIBHA: Graphic Elements 11
  12. 12. PRATIBHA : Color logo Variations The PRATIBHA brand’s graphic style is a flexible system of elements that visually represent immediate access to the flow of information. This is illustrated through color, photography, typography, and voice words patterns. When applying the PRATIBHA brand’s graphic elements, especially color and photography, it is important to distinguish between Business Marketing-oriented and End-User focused applications when possible. Business Marketing-oriented materials are materials that promote PRATIBHA solutions to a typically more enterprise-oriented audience Business Marketing communications should emphasize PRATIBHA products and services expertise and commitment to corporate clients. To help reflect this, the Business Marketing color palette relies on darker, more serious colors that reference the logo more directly. Business Marketing photography should reflect the technological benefits that PRATIBHA products and services promote. End-User applications should communicate the advantages of being a mobile professional. The End User color palette stresses livelier, more animated colors. Photography should focus more on products and the individuals who use them. End-User refers to PRATIBHA products and services marketed to individual consumers. Because communications for PRATIBHA products and services can often differentiate between these two areas, slightly different design styles are recommended. 12
  13. 13. PRATIBHA : Color Palette – for Business Marketing Materials Business Marketing-oriented materials are materials that promote PRATIBHA solutions to a typically more enterprise-oriented audience. PRIMARY COLORS The accent color palette is intended to complement the primary colors in the supporting design elements such as headers, subtitles, secondary messaging and the Data Flow patterns, when appropriate. Variations in color may occur, but try to match the PRATIBHA color palette as closely as possible. Print vendors may have their own values and formulas for matching PANTONE colors in 4-color process. Color variations may also occur on-screen as a result of different screen calibrations and/or software application being used. 369 pantone solid coated CMYK : 59/0/100/7 RGB : 79/166/49 152 pantone solid coated CMYK : 0/51/100/1 RGB : 231/135/28 ACCENT COLOR Forest Pantone : 350 C CMYK : 79/0/100/75 RGB : 26/71/43 Duotone Family 13
  14. 14. PRATIBHA : Typography To help provide a consistent, unified look in the PRATIBHA brand’s use of typography, the ARIAL typeface should be used on all communications for PRATIBHA products and services. Recommended Weights ARIAL PRATIBHA SYNTEX pratibha syntex {[(.,;:-!@$%&*/?)]} ARIAL ITALIC PRATIBHA SYNTEX Pratibha syntex {[(.,;:-!@$%&*/?)]} The typeface to be used for all Pratibha communication is Arial. The weights can vary from 20 normal, to 24 italic, to 36 bold. For special application of type sizes smaller than 6, Arial Rounded MT Bold is to be used. Additional Weights Arial - 9 normal PRATIBHA SYNTEX Pratibha syntex {[(.,;:-!@$%&*/?)]} Arial - 6 Rounded Meta Bold PRATIBHA SYNTEX Abpratibha syntex {[(.,;:-!@$%&*/?)]} Arial - 4 Rounded Meta Bold PRATIBHA SYNTEX pratibha syntex {[(.,;:-!@$%&*/?)]} 14
  15. 15. PRATIBHA : Imagery When color is used as an explicit design element the system calls for pairing dynamic colors with neutral colors, letting one dominate the other. If your dominant color is dynamic, then your accents should be neutral and vice versa. Green is reserved for the logo or associated products, but should not be used as a flood or type color including product logotypes. 15
  16. 16. PRATIBHA : Photography examples Photos should document the customer and/or employee experience in an authentic way that allows the user to identify with the subject matter. When using more than one photo on the same page a mix of all types should be used. Never run photos together that depict the same emotion and the same camera angle. Consideration should be paid to pairing images whose juxtaposition tells a bigger story. Do Don’t When using more than one photo on the same page Never run photos together that depict the a mix of all types should be used. Same emotion and the same camera angle. 16
  17. 17. PRATIBHA : Branded merchandise overview As individuals who are responsible for creating PRATIBHA clothing and premium gifts, you are uniquely positioned to ensure that the PRATIBHA brand is consistent and impactful across all items distributed to customers and employees. Here are a few things to keep in mind when creating PRATIBHA branded items: Use the PRATIBHA logo provided as artwork on the Marketing Hub. • Use the product identity and logotypes provided on the Marketing Hub. • Use the corporate typeface of PRATIBHA Clean or Minion Pro for text in addition to the logo. • Consider using a preferred vendor—they have the correct artwork and are familiar with our guidelines. – Akul Singh (Mgr. Corp Comm.) – – Rahul (Designer)- •. Provide these guidelines to your vendors. •. And always send your design to for review before going into production. 17
  18. 18. PRATIBHA: Corporate Staitonery 18
  19. 19. PRATIBHA : Stationery Corporate stationery continues to use the standard PRATIBHA logo as shown below . Corporate stationery continues to use the standard PRATIBHA logo as shown below . BUSINESS CARDS Name : Arial Bold, 7 Contact details :Arial normal, 7 Back face details : Arial normal, 6 19
  20. 20. PRATIBHA : Stationery Corporate stationery continues to use the standard PRATIBHA logo as shown below . Corporate stationery continues to use the standard PRATIBHA logo as shown below . Logo : PRATIBHA Logo should be placed on left hand side from the mentioned measurement from the edges of Border with website address on the right hand top side The address bar should be at the bottom with centre alignment Envelops, folders and letterheads Strips “A4" Size (letterheads) • Envelop # 10 254 mm • 217 mm 283 mm Watermark logo central aligned is used as the backgrounds for 260 mm 265 mm 20
  21. 21. PRATIBHA : Paper Sizing The sizes used for all stationery items are based on sizes recommended by the International Standard Organization (ISO). They are based on a sheet size, A), which is one square meter in area. The series has been devised so that each format has a width : length relationship 1:2. The rectangular shape, When folded in half along the side, results in the next size down; an A4 sheet becomes A5 etc. The A and B sheets are in proportion. They are used for stationery and brochures. The table below shows the relationship between A and B sizes. A0 841 X 1189 mm A1 594 X 841 mm A2 420 X 594 mm A3 297 X 420 mm A4 210 X 297 mm A5 148 X 210 mm A6 105 X 148 mm A7 74 X 105 mm B0 1000 X 1414 mm B1 707 X 1000 mm B2 500 X 707 mm 21
  22. 22. PRATIBHA : Digital Presence For a strong corporate image, all e-mail messages of PRATIBHA should identify the sender in a standard and clear manner. The E-mail Signature should be used in the format as shown in the figure below. For more details contact Corporate Communication Department. Akul Singh / Manager - Corporate Communications +91 7773087770/ Pratibha Syntex Limited. Plot No.4, IGC KHEDA-454774 Pithampur, Distt.-Dhar Office: 91-7292-404362-3 / Fax: +91-7292-256340-1 This e-mail message may contain confidential or legally privileged information and is intended only for the use of the intended recipient(s). Any unauthorized disclosure, dissemination, distribution, copying or the taking of any action in reliance on the information herein is prohibited. E-mails are not secure and cannot be guaranteed to be error free as they can be intercepted, amended, or contain viruses. Anyone who communicates with us by e-mail is deemed to have accepted these risks. Company Name is not responsible for errors or omissions in this message and denies any responsibility for any damage arising from the use of e-mail. Any opinion and other statement contained in this message and any attachment are solely those of the author and do not necessarily represent those of the company. In this message and any attachment are solely those of the author and do not necessarily represent those of the company. 22
  23. 23. PRATIBHA : Digital Presence All Fax messages of PRATIBHA should identify the sender in a standard and clear manner. The format should be used as shown in the figure to the right. For more details contact Corporate Communication Department. 23
  24. 24. PRATIBHA : Id Badges Font : Arial bold, Size : 12 Font for other details : Arial normal, size 7 Font : “VISITOR” Arial normal, size 39 24
  25. 25. PRATIBHA: Outdoor 25
  26. 26. PRATIBHA : Packaging Packaging for Pratibha will have two base box colors. White: Flat boxes will be white in color with logos in the centre of each side and a logo at the internal centre irrespective of the size Brown: The brown box will have logo on the Left hand top of each side of the box. No logo will be placed in the internal side of the box. 26
  27. 27. PRATIBHA : Corporate Presence This is perhaps one of the most difficult sign conditions, because the brand “Pratibha” has to compete with other brands for visibility. Please use the symbol in its leaf and sun orange colors. Always keep the minimum required space around the symbol, because if this is not done then we will compromise on the symbol’s visibility and recognition. The preferred treatment is PRATIBHA full colour logo on white background. When other conditions and restrictions require a specific background material, individual letters should be used. When incorporating a monument sign, it is important to consider landlord requirements, city/local restrictions, visibility and other building materials used nearby. The sign should be appropriately scaled for the location. Be sure to maintain adequate clear space around the PRATIBHA logo as outlined below. 27
  28. 28. PRATIBHA : Building Facia PRATIBHA’s Building Sign Applications The most preferable sign type is PRATIBHA’s full colour logo on white background. The preferred colour is white if the background material provides sufficient contrast. Alternating Green and Orange coloured stripes replacing green on facia top will provide a more corporate look with Logos on each side. Ideal placement of the sign type is outlined below. This placement can be altered if existing architectural elements demand such or if lines of sight and other obstructions limit visibility. On-site adjustments based on the location of stationary objects should play a major role in signage placement. 28
  29. 29. PRATIBHA : PRATIBHA’s Decal Applications The Designation Board should always be used in the appropriate signature lock-up. The decal should be centred left to right as indicated below and mounted 5 feet or 1.524 meters to the underside of the logo to provide maximum visibility. Other obstructions or conditions may require an alternate placement. If the door is made of another material other than glass, or if surface obstructions are present, Clear space requirements should be maintained and it should be placed as indicated below. Managing Director 29
  30. 30. PRATIBHA : Website PRATIBHA’s website has been developed for use in the creation of public. Anyone can go on and can know more about our Products, Services and much more. 30
  31. 31. PRATIBHA : Transportation The Direction boards should be 3 ft. By 2 ft. on stands of 4 ft. Directing the visitor to the direction of the respective plant and the distance of whole numbers. The board should have company’s logo at the top with Company’s full name in English and Hindi. PRATIBHA SYNTEX LIMITED प्रतितिभा सिसिन्टे क्स सिलिमिमिटे ड 1 Km PRATIBHA 31