Havells Brand Identity Case Study

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Havells Brand Identity Case Study

  1. 1. Havells Case Study | Havells India Ltd. | Lokusdesign Pvt. Ltd., Pune.
  2. 2. ● Identify ● Integrate ● Innovate ● Translate ● Maximize ● Havells India Ltd., brief history ● About old Identity ● Design brief ● Client s requirement ● Lokusdesign process Contents
  3. 3. Havells India Ltd., brief history
  4. 4. Predominant Colors Red, Black and white About old identity
  5. 5. As observed on the products and ads : The existing identity of Havells Without the black rectangle With the rectangle Latest : with a red strip About old identity
  6. 6. Strengths Experience in domain Vertical Portfolio Weakness Lack of brand discipline Opportunities Brand loyalty & customer relationships Global presence Threats High brand perception of competitors <ul><li>The existing identity </li></ul><ul><li>The logo is rigid. </li></ul><ul><li>It limits adaptability. </li></ul><ul><li>It limits usage. </li></ul>About old identity
  7. 7. Design brief &quot;Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.&quot;&quot;Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exrcitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.&quot;
  8. 8. Clients requirement &quot;Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.&quot;&quot;Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exrcitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.&quot;
  9. 9. Lokusdesign process Identify ­ Research ­ Competition ­ Keywords ­ 5 satellites Integrate ­ Conclusion ­ Keywords ­ Theme board Innovate ­ Sketches ­ Phase -1 ­ Phase -2 ­ Phase -3 ­ Selected concept Translate ­ Brand identity ­ Guidelines Maximize ­ Logo applications
  10. 10. Identify Identify ● Research ● Competition ● Keywords ● 5 satellites
  11. 11. Identify l Research “ Every organization brands its particular culture and identity with its own distinctive stamp.” Mitch Thrower
  12. 12. Havells Vision &quot;To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people. &quot; Havells Mission To achieve our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees. http:// www.havells.com/overview.htm Identify l Research
  13. 13. <ul><li>Why does Havells need a new brand identity ? </li></ul><ul><li>Strong identity: Effective communication = Higher perception of brand value business performance = strong identity </li></ul><ul><li>To create desired perception in mind of the target consumer influencing buying decision </li></ul><ul><li>To be recognized for excellence in the universe of electrical products </li></ul><ul><li>To elevate the brand identity </li></ul><ul><li>To emerge as global leader </li></ul>Identify l Research
  14. 14. Changing Scenarios Identify l Research <ul><li>Why are the things different today? </li></ul><ul><li>How market, competition & people are changing? </li></ul><ul><li>What makes them so? </li></ul>
  15. 15. Identify l Research Changing lifestyle
  16. 16. New brand relationships Redefined value propositions More consumer awareness Emerge as leader Global aspirations What kind of change? Identify l Research
  17. 17. Changing needs From Scattered brand image From Local From Retailer / Trader From stereotype From ‘Let’s make things better’ Unified brand image Global One Stop shop solution provider Customization Sense and Simplicity Identify l Research What has changed? Brand over Needs Convenience over Cost Compact over Bulk Mobility over Fixity
  18. 18. Identify l Research Identity Change The brand orientation has shifted from technology to consumerism shifting the identities to become: l Simple l Effective l Contemporary
  19. 19. Havells L&T, Siemens, Bajaj Finolex, Polycab, Schneider Wipro, Osram ABB, C&G, Philips Legrand GE, Anchor Brands v/s Key Buying Parameters Identify l Research Key Decision Factors / Influencers Value 0 High Low Trust 1 2 3 4 5 Variety Perceived Quality Availability Affordability Margins Goodwill Sales Volume Brand Value Adv & Promotions Key Buying Parameters Product range
  20. 20. Key Buying Parameters for KDM’s Consumer Trust Safety Cost Brand Commercial Variety Brand Cost Leadership Perception Inferences from the graph Identify l Research
  21. 21. Current Perceived Position of Havells LOCAL GLOBAL Brand V/s Position Identify l Research Category & Brand Plotting CONSUMER INDUSTRIAL Assumption
  22. 22. Identify l Research LOCAL GLOBAL CONSUMER INDUSTRIAL Current Perceived Position of Havells Visual Positioning Assumption
  23. 23. <ul><li>CONSUMER </li></ul><ul><li>Chief wage earner </li></ul><ul><li>( Father / Husband ) </li></ul><ul><li>Housewives </li></ul><ul><li>( Consultation ) </li></ul><ul><li>COMMERCIAL </li></ul><ul><li>Architects / Interior Designer </li></ul><ul><li>Electrical / Civil Contractors </li></ul><ul><li>Electricians </li></ul><ul><li>Retailer </li></ul><ul><li>Distributor </li></ul>Key Decision Makers / Influencers Identify l Research KDM’s
  24. 24. <ul><ul><li>Observations about the competitors </li></ul></ul><ul><ul><li>Kept unified brand image </li></ul></ul><ul><ul><li>Few of them maintained brand discipline </li></ul></ul><ul><ul><li>Achieved leadership in at least one product segment </li></ul></ul><ul><ul><li>Wide variety across available product range </li></ul></ul><ul><ul><li>Created brand awareness by advertising and promotions </li></ul></ul>Identify l Research
  25. 25. Changes to the Philips typeface are almost unnoticeable, specially to the end-user, which would make anyone skeptical about the need for a change at all. All the modifications point to a need for better performance and reproducibility. “ Let’s make things better” has served the company extremely well over the past nine years, but as the markets change and the company evolves so has the tagline. 2004 sees the new brand promise of “Sense and Simplicity” being delivered. Philips is now looking at the entire brand perspective of the company, ranging from the online experience through to internal design processes. The new brand promise of “Sense and Simplicity” will help to take Philips forward as a healthcare, lifestyle and technology company, into new emerging and exciting markets. Identify l Research Philips Before After
  26. 26. Before Bajaj Electricals The Brand essence for the new Bajaj was defined as &quot;Excitement&quot;. The change in Identity was part of the ongoing changes happening at Bajaj at that time. At a time when Bajaj had state of the art manufacturing infrastructure, had an enviable distribution and service network, had created a benchmark R&D facility and at a time when the customer had changed in terms of its exposure to quality and style, the change in Identity helped invite a paradigm shift in consumer perception of the company. The traditional hexagonal symbol was replaced by an open abstract form of stylized B, the &quot;flying B&quot; as it was named was used to represent style and technology. It also had a strong association with the heritage of Bajaj since the external form has a hint of hexagon. &quot;Flying B&quot; form was used to denote speed and open form stood for transparency. The new Logotype was all capital BAJAJ, representing precision engineering and perfection. The logo was all confident bold stylistic lettering, which was very modern and global in its outlook. Bajaj adopted a new brand line of &quot;Inspiring Confidence&quot;. After Identify l Research
  27. 27. Intel Corp. scrapped its 37-year-old logo as part of a major rebranding that will emphasize the chipmaker’s shift away from its core PC business into consumer products. The original Intel logo featuring a lowered “e” will be replaced with one showing an oval swirl surrounding the company’s name. The phrase “Leap ahead” will supplant “Intel inside,” which helped bring the company into the public awareness during the PC boom of the 1990s. Identify l Research Intel Before After
  28. 28. Identify l Research Anchor Electricals Before After
  29. 29. <ul><li>The new, evolved brand architecture was presented to member banks in 2005 and it is obvious that the task of moving to the new brand framework is massive. More than one billion cards and 20 million merchants will adopt the new design as part of the normal business process. </li></ul><ul><li>Noticable changes to logo: </li></ul><ul><li>The “V” in Visa has been enhanced with an original gold accent </li></ul><ul><li>The banners used as borders will disappear and the word-mark will be more prominent </li></ul><ul><li>Flexibility - the evolved Visa brand now works equally well on cards, computer screens, PDAs and shop windows </li></ul><ul><li>The Visa dove hologram now resides on the back of the card and is integrated with the magnetic stripe, which makes the card less vulnerable to fraud and secondly increases the space for partnering companies on the front side by 65%. </li></ul>Identify l Research Visa Before After
  30. 30. The new Xerox logo is now a lowercase treatment of the Xerox name - in a vibrant red - alongside a sphere-shaped symbol sketched with lines that link to form an illustrative &quot;X,&quot; representing Xerox's connections to its customers, partners, industry and innovation, and designed to be more effectively animated for use in multi-media platforms. The new brand is designed to reflect today's Xerox, a customer-centric company built on a continuing history of innovative ideas, products and services that meet the needs of businesses small to large. Identify l Research Xerox Before After
  31. 31. A blend of an all-caps sans serif typeface with an upright hand-drawn bold type connotes strength and stability. The letterforms are minimalist, unfussy - integrating the contemporary with the timeless. The E, represented as three distinctive lines adds a hint of motion and movement. The extensive re-branding exercise explored a number of different design routes and the inspiration for the new logo came from idea of 'raising the bar'. We felt that this marquee best blends and personifies CEAT rich heritage and ambitions. The lines in the bright orange give it a youthful and contemporary look. These combine well with the maturity and stability of the blue letterforms, signifying CEAT rich heritage and its new initiatives. The three bar pneumonic and the vibrant colours feature prominently in the look and feel of the brand and is creatively interpreted on various retail formats and sub-brands, including the highly regarded CEAT Cricket Ratings. Identify l Research CEAT Before After
  32. 32. In the new logo, citrus green is about expression, representing growth, harmony with nature and renewed life. Sky blue embodies progression – big ideas, blue sky thinking, technology and innovation. Ruby red reflects cherished experiences – passion, indulgence, energy and dynamism. The typeface connotes continuity, a strong sense of empathy built on the strong foundation of Godrej trust. The final brand solution maintains the integrity of the Godrej heritage and history and yet positions the brand for renewed relevance with the changing Indian market. Godrej has been a part of the fabric of India for over 100 years, and this refreshed brand solution will ensure the brand retains its place as part of the future of India. Identify l Research Godrej Before After
  33. 33. Coming from these two companies, the naming solution is to be expected... &quot;Pile up the names, and it's too long so let's push the initials.&quot; Functional, but disappointing. The same can be said for the logo, nicely executed if a bit trendy in color and shading; it'll work. But it's hardly the &quot;radical departure from those logos and other visual representations normally associated with the pharmaceutical industry&quot; that GSK's news release claims. Pfizer got there first. The form might be seen as a pill - the company, however, thinks of it as a heart... which makes it more interesting. Identify l Research Glaxo / GSK Before After
  34. 34. For the sixth time and joining the recent rebrandings of Intel , at&t and Visa , Eastman Kodak Co. is introducing a new corporate logo designed to help the company forge a new image as a cutting-edge, 21st century innovator. The box is gone, thus simplifying the logo mark. Above and below the rounded type font are two yellow bars. Kodak is seemingly giving up a very recognizable logo and replacing it by a non-distinct one. Although it gives the company a more contemporary look it also feels less catchy. The distinctive a will not help much. An enhancement to the one from 1987 might have been wiser but Kodak’s intention was to make the logo flexible enough to apply in new ways and new venues across varied businesses. So expect to see more “non-standard” equipment like internet enabled picture phones as announced at the CES. Identify l Research Kodak Before After
  35. 35. The new AT&T logo reinvigorates the AT&T globe — one of the most recognized corporate symbols in the world. The new globe is three-dimensional, representing the expanding breadth and depth of services that the new AT&T family of companies provides to customers, as well as its global presence. Transparency was added to the globe to represent clarity and vision. Lowercase type is now used for the &quot;AT&T&quot; characters because it projects a more welcoming and accessible image. The core of the new logo remains blue because both the SBC and AT&T brands are strongly associated with that color. The overall design more accurately represents the company that is leading the industry in delivering best-in-class services to consumers and business professionals. Identify l Research AT&T Before After
  36. 36. The Tata group has refreshed its corporate identity. In an interview with Business Standard, Tata group Chairman Ratan Tata said, “There's a need to refresh the brand from time to time.” Tata said the mandate given to corporate identity design firm Tower Partners was to refresh and strengthen the brand, not to change it. “ There have been issues with the logo. It is difficult to use it in some places. So, the whole thing needs to be looked at but I think we would be crazy to change it,” he added. Tata said most people did not realise how Coca-Cola and Shell had changed over the years and that they had gradually modernised their logos. “If you look at the logo of Shell in the sixties and today, it is different,&quot; he said. Asked whether the group's image was in for a makeover, Tata said how the group was perceived or promoted would not come from a logo, but from other areas of corporate representation. Identify l Research Tata Before After
  37. 37. Identify l Research Mahindra and Mahindra Before After
  38. 38. “ The logo of the new airline is a red coloured flying swan with the `Konark Chakra' in orange, placed inside it. The flying swan had been morphed from Air India's characteristic logo, `The Centaur', whereas the `Konark Chakra' was reminiscent of Indian's logo”. The new logo would feature prominently on the tail of the aircraft. While the aircraft will be ivory in colour, the base will retain the red streak of Air India. Running parallel to each other will be the orange and red speed lines from front door to the rear door, subtly signifying the individual identities merged into one. The brand name `Air India' will run across the tail of the aircraft. Identify l Research Air India Before After
  39. 39. The new brand identity for Canara Bank is based on the idea of a bond and is a representation of the close ties between the Bank and its many stakeholders – from customers and employees to investors, institutions and society at large. With its rich heritage of banking expertise, dedicated customer service and corporate social responsibility, Canara Bank is a powerful enabler who helps its stakeholders achieve their goals. The two seamlessly connected links capture the essence of this partnership. The colour palette and typography have been carefully chosen. The rich blue represents stability, scale and depth.  This contrasts with accents of bright yellow that evoke optimism, warmth and energy. The Canara Bank logotype has been hand-crafted. Its classic, serif letterforms communicate heritage and stature. Identify l Research Canara Bank Before After
  40. 40. The corporate identity and brand mark has been refreshed to include a swirl of colour reminiscent of a typical Indian dupatta (scarf). The new look retains the golden `flying sun' and dark blue as a primary colour, but introduces ribbons of yellow and gold that make the mark more modern and inclusive. The airline has also introduced fresh airline uniform for the cabin crew designed by Italian designer Roberto Capucci. Identify l Research Jet Airways Before After
  41. 41. Fiat is a brand which, through a sea-change in its culture and mental set, is staking everything on a speedy, ongoing, renewal of its products, its technological research, the quality of its design and a new constructive relationship with customers. This new-found philosophy has already generated the Panda, Croma, Grande Punto, and Fiat Sedici and will shortly give birth to the Nuova Bravo. So a new identity, represented symbolically by the new logo through the retrieval of the colour red and the shield as central element, features that characterised Fiat logos up to the sixties; and through certain formal aspects, the three-dimensional nature of the logo and colour, which suggest an idea of advanced technology, of Italian design, of dynamism and of marked individuality. Identify l Research Fiat Before After
  42. 42. Identify l Research Global Leader Innovative Efficient & Wise Trendsetter Eco Friendly
  43. 43. Identify l Research Global Leader Innovative Efficient & Wise Trendsetter Eco Friendly
  44. 44. Function: High Form: Chunky Rectangle Color: Red Other: n/a Function: High Form: Rectangle or Ellipse Color: Blue Other: Material qualities, Shiny surface, Function: High Form: Chunky Rectangle or Circular Color: Blue-Green or Black Other: n/a Function: Medium to High Form: Organic or Undefined Color: Grey or Red Other: Shiny surface Function: Variable Form: Variable (hint of organic elements) Color: Green or Red Other: Layered Global Leader Innovative Efficient & Wise Eco-Friendly Trendsetter Identify l Research
  45. 45. Integrate ● Conclusion ● Keywords ● Theme board Integrate
  46. 46. Inferences Identify l Research Havells current visual identity does not illustrate : Trust Safety Global leadership Effective Communication High Perception Value Contemporary Approach Brand Discipline & Culture <ul><li>Thus the need for… </li></ul><ul><li>Unified identity </li></ul><ul><li>Better image </li></ul><ul><li>Strong Brand Image </li></ul>
  47. 47. Identify l Research <ul><li>Leading to </li></ul><ul><li>Higher placement of the brand </li></ul><ul><li>Creating a strong visual impact </li></ul><ul><li>Higher brand recall </li></ul><ul><li>Evoking goodwill </li></ul>Conclusion The new visual Identity should illustrate Global Leader Bold & Innovative Trust & Safety Efficient & Eco friendly Trendsetter Contemporary Approach Brand Culture Brand Values
  48. 48. Identify l 5 satellites INNOVATOR Uniqueness Inventive Technology Amir Khan Change Environment Friendly Energy Efficiency Path Breaking Sharp Innovative Matrix Star Trek Savings Volvo Honda Hi-tech movies Newsy Safety Quality Schneider Long lasting Durable Different Customized Adaptive Pioneer GLOBAL LEADER Dynamic Big Global Red Optimist Conqueror Winner Acquisition Leader Grand Scale Dominant Celebration Versatile Cricket Comfort Green Pure Globe trotter King International Modern Premium Germany Europe Switzerland Aggressive Known electrical brand Good Corporate Citizen Protective Efficient Multinational Fearless TRENDSETTER MS Dhoni Young Upmarket Premium Classy Glowing Finesse Cool Lifestyle Smart Looks Glossy Always in news Bold Vibrant James Bond Karan Johar Entertaining Daring Freshness Daniel Craig Beautiful Curvaceous Aesthetic Axe Achiever Glittery Int’l Holidays Exclusive Exuberant Sexy Stylish ECO-FRIENDLY Environment Friendly Energy Efficiency Lush Green Kerala Savings Green Good Corporate Citizen Protective Efficient Comfort Pure WISE & EFFICIENT Positive Professionals One Stop Shop Solid Rahul Dravid Sturdy Loyal towards Relation Long Term Accommodating Expand Growth Partnership Numerous SKUs Multi-product Range Reachable Available Strong Network Modest Reliable Dependable Transparent Open Flexible Responsible Truthful Honest People Friendly Consumer Oriented Consumer Led Loyal Positive Attitude Ethical Sincere Humble Friendly Caring Humane Warm Courteous Speed Quicker Fast
  49. 49. GLOBAL LEADER Identify l 5 satellites Dynamic Big Global Red Optimist Conqueror Winner Acquisition Leader Grand Scale Dominant Celebration Versatile Cricket Comfort Green Pure Globe trotter King International Modern Premium Germany Europe Switzerland Aggressive Most known electrical brand Good Corporate Citizen Protective Efficient Multinational Fearless
  50. 50. Identify l 5 satellites INNOVATOR Uniqueness Inventive Technology Amir Khan Change Environment Friendly Energy Efficiency Path Breaking Sharp Innovative Matrix Star Trek Savings Volvo Honda Hi-tech movies Newsy Safety Quality Schneider Long lasting Durable Different Customized Adaptive Pioneer
  51. 51. Identify l 5 satellites TRENDSETTER MS Dhoni Young Upmarket Premium Classy Glowing Finesse Cool Lifestyle Smart Looks Glossy Always in news Bold Vibrant James Bond Karan Johar Entertaining Daring Freshness Daniel Craig Beautiful Curvaceous Aesthetic Axe Achiever Glittery Int’l Holidays Exclusive Exuberant Sexy Stylish
  52. 52. Identify l 5 satellites WISE & EFFICIENT Positive Professionals One Stop Shop Solid Rahul Dravid Sturdy Loyal towards Relation Long Term Accommodating Expand Growth Partnership Numerous SKUs Multi-product Range Reachable Available Strong Network Modest Reliable Dependable Transparent Open Flexible Responsible Truthful Honest People Friendly Consumer Oriented Consumer Led Loyal Positive Attitude Ethical Sincere Humble Friendly Caring Humane Warm Courteous Speed Quicker Fast
  53. 53. Identify l 5 satellites ECO-FRIENDLY Environment Friendly Energy Efficiency Lush Green Kerala Savings Green Good Corporate Citizen Protective Efficient Comfort Pure
  54. 54. <ul><li>What makes a good brand ? </li></ul><ul><li>Omnipresent recognition & perception </li></ul><ul><li>Contemporary & focused approach </li></ul><ul><li>Keeping a tap on the market changes </li></ul><ul><li>Exploring new horizons </li></ul>Identify l Research Havells positioning
  55. 55. Identify l Research CONSUMER POLLS COMPETITION LANDSCAPE BRAND TOUCHPOINTS BRAND DISCIPLINE BRAND CORE
  56. 56. Brand Discipline Brand dentity Retail Product Identify l Research The purview of this presentation
  57. 57. Identify l Research Brand promise Brand Personality Brand Values Retail Product Brand Discipline Brand Identity
  58. 58. Brand Promise To deliver more than just electrical products…… By driving every aspect of the brand into higher & higher realms of excellence Identify l Research Brand Identity Brand promise Brand Personality Brand Values
  59. 59. Brand Values Global Leader Bold & Innovative Trust & Safety Efficient & Eco friendly Trendsetter Identify l Research Brand Identity Brand promise Brand Personality Brand Values
  60. 60. Brand Personality A Global Leader in Electrical Products Identify l Research Brand Identity Brand promise Brand Personality Brand Values
  61. 61. Approach Identify l Research Modernizing the existing identity Creating A new icon A 2 way approach on creating a new identity Brand Values & Personality
  62. 62. Innovate ● Sketches ● Phase 1 ● Phase 2 ● Phase 3 ● Selected concepts Innovate l
  63. 63. Innovate l Sketches
  64. 64. Innovate l Sketches Evolution of oval ‘H’
  65. 65. Innovate l Sketches
  66. 66. Mood Board Identify l Research Trust Safety Global Leadership
  67. 67. Colour Board Identify l Research Warm and bright colours to show the brand image of Havells as positive, fresh and inspiring. Subtle and achromatic Colours to show Havells gives commitment, trust, is stable and experienced.
  68. 68. Innovate l Phase 1
  69. 69. Innovate l Phase 2
  70. 70. Innovate l Phase 3
  71. 71. Innovate l Selected concepts Description: H - form will build a strong connection with the “Havells” brand name Bold “H” form in a perspective view enhances Market Leadership Symmetrical form shows stability and maturity Red color to carry over the previous identity Curves indicate a dynamic and contemporary brand Simplicity of form for easy recall The form aids easy application on various mediums/formats Keywords: Dynamic l Bold l Leader l Stability
  72. 72. Translate ● Final Identity ● Guidelines Translate
  73. 73. Translate l Brand Identity
  74. 74. Translate l Guidelines H A V E L L S B R A N D G U I D E L I N E S
  75. 75. Translate l Guidelines Introduction These guidelines describe the basic rules of designing with/reproducing the HAVELLS brand identity. In order to gain maximum benefit from these guidelines they must be used consistently, as even small variations will undermine the impact of the HAVELLS brand identity. Contents   HAVELLS Brand Values   HAVELLS Logo   Size and Proportion   Logo Orientation   Logo Minimum Size   Colour   Colour System   Primary Palette   Secondary Palette   Tertiary Palette   Grayscale   Black and White   Colour Reproduction - Do’s & Don’ts   Grayscale Reproduction - Do’s & Don’ts   Black & White Reproduction - Do’s & Don’ts   What not to do with the logo   Unacceptable use of Typography   Artwork - formats of HAVELLS logo   Type face l Helvetica Neue l Arial
  76. 76. Translate l Guidelines HAVELLS Brand Values  Global Leader   Innovator  Wise & Efficient  Trendsetter  Eco-Friendly
  77. 77. Translate l Guidelines HAVELLS Logo The HAVELLS logo block represents dynamism, boldness, leadership and stability. The ‘H’ form builds a strong connection with the “Havells” brand name while enhancing marketing leadership. The curves in the ‘H’ form hint at dynamism and lend it a contemporary feel. Stability and maturity are carried across in the overall symmetry of the form. Use of the logo The precise position and proportion of all the logo elements is fixed and must always be reproduced in the set relationship shown here. The elements must never be re-drawn or modified in any way. Master artwork Always use master artwork when reproducing the HAVELLS logo. It should never be re-created under any circumstance. Always ensure you are using the correct artwork for your applications. Printing the logo The use of the HAVELLS logo in any printed material must be approved by the Head of HAVELLS Media Marketing / Corporate Communications.
  78. 78. Translate l Guidelines Size and Proportion HAVELLS logo(oval ‘H’) as well as HAVELLS logo unit is not a perfect square form. The width of the logo is slightly more than the height. HAVELLS logo unit is also more in width. And it is important to produce the logo in its exact form, since it is critical to the Brand image. Always verify logo proportions with the measurement given in the diagram below.
  79. 79. Translate l Guidelines Size and Proportion HAVELLS logo must always be surrounded by an area, which is entirely clear of typography and any other graphic elements. The minimum exclusion area, shown here in example 1, is made up of the width and height of the HAVELLS logo blocks at the chosen size.
  80. 80. Translate l Guidelines Size and Proportion HAVELLS logo must always be surrounded by an area, which is entirely clear of typography and any other graphic elements. The minimum exclusion area, shown here in example 2, is made up of the width and height of the HAVELLS logo blocks at the chosen size.
  81. 81. Translate l Guidelines Size and Proportion HAVELLS logo must always be surrounded by an area, which is entirely clear of typography and any other graphic elements. The minimum exclusion area, shown here in example 3, is made up of the width and height of the HAVELLS logo blocks at the chosen size.
  82. 82. Translate l Guidelines Size and Proportion HAVELLS logo must always be surrounded by an area, which is entirely clear of typography and any other graphic elements. The minimum exclusion area, shown here in example 4, is made up of the width and height of the HAVELLS logo blocks at the chosen size.
  83. 83. Translate l Guidelines Logo Orientation Below are some examples of application of the HAVELLS logo.
  84. 84. Translate l Guidelines Logo Minimum Size When printing only ovel ‘H’
  85. 85. Translate l Guidelines Colour Accurate reproduction of the HAVELLS red is essential in communicating a clear and consistent message about the brand.
  86. 86. Translate l Guidelines One colour Accurate reproduction of the HAVELLS red is essential in communicating a clear and consistent message about the brand. The adaptation of this type of logo shall be used for single colour printing on products.
  87. 87. Translate l Guidelines Colour System Building a strong correlation of colour with the HAVELLS brand is critical to strengthen brand awareness. Used consistently over time, colours become associated with companies. UPS brown and Coca-Cola red are a couple of good examples. Consistent use of colour will help make the communication recognizable to the audiences and build strong connect with the brand. The HAVELLS colour system is comprised of three palettes - Primary, Secondary and Tertiary. HAVELLS red must be used to identify high-level corporate ommunications. Two other variations are grayscale and B & W.
  88. 88. Translate l Guidelines The Secondary palette consists of four colours shown below. These colours are used as large solid areas and as information differentiation elements.
  89. 89. Translate l Guidelines The tertiary palette consists of six colours. These colours have a wide range of usage. For instance, to differentiate B/W contents, like headings and subhead, bullets and graphical elements etc. Overall they should be used as an accent colour to enhance communication, without diluting from our primary corporate palette. It is important to reproduce these colours accurately in our communication. PANTONE and two colour formulas have been provided here.
  90. 90. Translate l Guidelines Grayscale Accurate reproduction of the HAVELLS grayscale logo is essential in communicating a clear and consistent message of the brand.
  91. 91. Translate l Guidelines Black and White Accurate reproduction of the HAVELLS black & white logo is essential in communicating a clear and consistent message.
  92. 92. Translate l Guidelines Colour Reproduction - Do’s & Don’ts The HAVELLS logo should be displayed on a flat, white background (example 1). The logo may also be displayed as white reversed on red (example 2). Use the logo on a background that does not compete with the tone of the logo (example 3). Do not use the logo against a gradient background (example 4). Do not use the logo against a textured background (example 5). The red logo may be used on backgrounds with a gray value up to 10%.
  93. 93. Translate l Guidelines Grayscale Reproduction - Do’s & Don’ts The gray logo should be used only against white (example 6). On background with less than 20% gray, use the black logo (example 7). On background with more than 20% gray, use the white logo (example 8). Do not use the gray logo against a gradient background (example 9). Do not use the gray logo against a textured background (example 10).
  94. 94. Translate l Guidelines Black & White Reproduction – Do’s & Don’ts When printing in black and white, the HAVELLS logo can be reproduced as black reversed on white against a light background (example11), or white reversed on black against a dark background (example 12). Do not use a black or white logo against a gradient background (example 13). Similarly, do not use a black or white logo against a textured background (example 14).
  95. 95. Translate l Guidelines What not to do with the logo Altering the HAVELLS logo will undermine the impact of the identity and therefore the HAVELLS brand. Below are guidelines on what not to do with the logo.
  96. 96. Translate l Guidelines Artwork - formats of HAVELLS logo The HAVELLS logo is available for use in the following formats. Always ensure that you use correct artwork for the intended application that is in accordance with the guidelines in this manual.
  97. 97. Translate l Guidelines Unacceptable use of Typography In order to project a confident, credible and consistent image to our audiences, we must adhere to our communication standards. As part of this effort, we must maintain the typographic system we have established. If used carefully and consistently, our typographic standards will make an important contribution to our branding efforts.
  98. 98. Translate l Guidelines Helvetica Neue The term Helvetica means “Swiss”. The Helvetica type face uses the Swiss style of graphic design which relies heavily on sans serif styling. Strict grid systems are another hallmark of the iconic Swiss style graphics. This timeless and functional sans serif font took the work by storm when it was developed in 1957 by Max Miedinger. Neue Helvetica, introduced in 1983, is a reworking of the Helvetica typeface with a more structurally unified set of weights and widths. The weight and width program of Helvetica Neue is similar to that of the Univers typeface. The main appeal to this progressive and cosmopolitan font is its honest character. Helvetica Neue LT Std. font family is the corporate typeface of HAVELLS and must be used in all corporate communications.
  99. 99. Translate l Guidelines Arial Arial was designed in 1982 by Robin Nicholas and Patricia Saunders. It is a contemporary sans serif font that contains more humanist characteristics than many of its predecessors and is more in tune with the mood of the last decades of the twentieth century. The overall treatment of curves is softer and fuller than in most industrial style sans serif faces. Terminal strokes are cut on the diagonal which helps to give the face a less mechanical appearance. Arial is an extremely versatile family of typefaces which can be used in the absence of Helvetica Neue, especially for web applications.
  100. 100. Maximize ● Logo applications Maximize
  101. 101. Maximize l Logo applications L O G O A P P L I C A T I O N S
  102. 102. Maximize l Logo applications Section 1 Stationary Business card options Mailing signature options Punch line Product name style box Address and logo alignment in ads (with testimonial logos) Advertisement Catalogue Brochure front
  103. 103. Maximize l Logo applications l Stationary
  104. 104. Maximize l Logo applications l Mailing signature
  105. 105. Maximize l Logo applications l Punch line Havells tag line, ‘Powering lives’, shall be used for adaptations in the following only: Hoarding Brochure Catalogue Advertisement In shop display panel Poster Dangler/ bunting Any other promotional material
  106. 106. Maximize l Logo applications l Product name style box For writing the product category name, typeface shall be Kozuka gothic Pro M. A perfect red square adjoined with black band of same height (width may vary according to the product category name), makes a ‘product category name’ box. Width of black band depends on number of characters in the product category name. Proportion of product category name box shall be followed as shown in fig. In any case, the height (h) shall never be more than the height of the red box. In order to fit a longer word, the width of ‘product category name’ box can be reduced proportionately. Typeface shall always be used in Sentence case. It shall be in upper case if used for an acronym. ‘ Product category name’ box.
  107. 107. Maximize l Logo applications l Product name style box For writing the product category name, typeface shall be Kozuka gothic Pro M. A perfect red square adjoined with black band of same height (width may vary according to the product category name), makes a ‘product category name’ box. Width of black band depends on number of characters in the product category name. Proportion of product category name box shall be followed as shown in fig. In any case, the height (h) shall never bemore than the height of the red box. In order to fit a longer word, the width of ‘product category name’ box can be reduced proportionately. Typeface shall always be used in Sentence case. It shall be in upper case if used for an acronym. ‘ Product category name’ box.
  108. 108. Maximize l Logo applications l Address and logo alignment in ads (without testimonial logos) To set parameters for advertisements, A4 size is considered to be standard, as most of the magazines (for industrial products) use this size. For magazine advertisements, parameters shown in the diagrams are recommended. Testimonial logos should be top aligned with the mandatory blank space, around the HAVELLS logo (see diagram). A distance of 0.5 cm should be left blank on the three sides (left, right and bottom). Font size of the company and address may change as per requirement of the layout. However, the font size of the address should not be less than eight point. For vertical ad
  109. 109. Maximize l Logo applications l Address and logo alignment in ads (with testimonial logos) To set parameters for advertisements, A4 size is considered to be standard, as most of the magazines (for industrial products) use this size. For magazine advertisements, parameters shown in the diagrams are recommended. Testimonial logos should be top aligned with the mandatory blank space, around the HAVELLS logo (see diagram). A distance of 0.5 cm should be left blank on the three sides (left, right and bottom). Font size of the company and address may change as per requirement of the layout. However, the font size of the address should not be less than eight point.
  110. 110. Maximize l Logo applications l Advertisement: old/ new Old New
  111. 111. Maximize l Logo applications l Advertisement: old/ new Old New
  112. 112. Maximize l Logo applications l Brochure front
  113. 113. Maximize l Logo applications Section 2 Glow signs-horizontal Glow signs -vertical Glow signs - regional language Neon sign Hoarding Poster, Dangler POS: Bunting In shop display panel Office signages Web site: Home page
  114. 114. Maximize l Logo applications l Glow signs (Horizontal), option 1 In a glow sign of 1’0” height, DEALER’S SHOP NAME shall be in 95 pt., HelveticaNeueLT Std bold. Same is applicable for 1’0” x 2’0” to 1’0 x 7’0” size. If a glow sign is between 1’0”x 1’0” to1’0”x 2’0” size, then the DEALER’S SHOP NAME shall be in 60 pt., HelveticaNeueLT Std bold. A 50% black line of 12 pt. should be used below the red band, to separate the DEALER’S SHOP NAME from the Havells branding. White space, with gray outline, around logo, indicates maximum size of logo on a glow sign (refer guidelines). 1/64th area of a glow sign height. 1/256th area of a glow sign height. 1/64th+ 1/256th area of a glow sign height. for dealers name space on a glow sign.
  115. 115. Maximize l Logo applications l Glow signs (Horizontal), option 2 In a glow sign of 1’0” height, DEALER’S SHOP NAME shall be in 95 pt., HelveticaNeueLT Std bold. Same is applicable for 1’0” x 2’0” to 1’0 x 7’0” size. If a glow sign is between 1’0”x 1’0” to1’0”x 2’0” size, then the DEALER’S SHOP NAME shall be in 60 pt., HelveticaNeueLT Std bold. HAVELLS brand name should not appear in any regional language on 1: 1 glow sign. A 50% black line of 12 pt. should be used below the red band, to separate the DEALER’S SHOP NAME from the Havells branding. White space, with gray outline, around logo, indicates maximum size of logo on a glow sign (refer guidelines). ½ area of HAVELLS logo width(used on a glow sign),will be the parameter for HAVELLS name in regional language. Alignment as shown in the drawing. 1/64th area of a glow sign height. 1/256th area of a glow sign height. 1/64th+ 1/256th area of a glow sign height. for dealers name space on a glow sign.
  116. 116. Maximize l Logo applications l Glow signs (Horizontal)
  117. 117. Maximize l Logo applications l Glow signs (vertical), option 1 In a glow sign of 1’0” width, DEALER’S SHOP NAME shall be in 60 pt., HelveticaNeueLT Std bold. White space, with gray outline, around logo, indicates maximum size of logo on a glow sign (refer guidelines). A 50% black line of 12 pt. should be used below the red band, to separate the DEALER’S SHOP NAME from the Havells branding. 1/64th area of a glow sign width. 1/256th area of a glow sign width. 1/64th+ 1/256th area of a glow sign width. for dealers name space on a glow sign.
  118. 118. Maximize l Logo applications l Glow signs (vertical), option 2 In a glow sign of 1’0” width, DEALER’S SHOP NAME shall be in 60 pt., HelveticaNeueLT Std bold. HAVELLS brand name should not appear in any regional language on 1: 1 glow sign. White space, with gray outline, around logo, indicates maximum size of logo on a glow sign (refer guidelines). ½ area of HAVELLS logo width(used on a glow sign), will be the parameter for HAVELLS name in regional language. Alignment as shown in the drawing. 1/64th area of a glow sign width. 1/256th area of a glow sign width. 1/64th+ 1/256th area of a glow sign width. for dealers name space on a glow sign. 1/4th of a glow sign width.
  119. 119. Maximize l Logo applications l Glow signs (vertical)
  120. 120. Maximize l Logo applications l Glow sign
  121. 121. Maximize l Logo applications l Neon sign
  122. 122. Maximize l Logo applications l Hoarding - Vertical
  123. 123. Maximize l Logo applications l Hoarding - horizontal
  124. 124. Maximize l Logo applications l Hoarding - horizontal
  125. 125. Maximize l Logo applications l Poster
  126. 126. Maximize l Logo applications l Poster
  127. 127. Maximize l Logo applications l Poster
  128. 128. Maximize l Logo applications l Poster
  129. 129. Maximize l Logo applications l Dangler
  130. 130. Maximize l Logo applications l In shop display panel
  131. 131. Maximize l Logo applications l In shop display panel
  132. 132. Maximize l Logo applications l Office signage - Direction board
  133. 133. Maximize l Logo applications l Office signage – Name plate
  134. 134. Maximize l Logo applications l Office signage – Name plate
  135. 135. Maximize l Logo applications l Office signage – Front name plate
  136. 136. Maximize l Logo applications l Web site : Home page
  137. 137. Maximize l Logo applications l Web site : Home page
  138. 138. Maximize l Logo applications Section 3 Products Packaging Sealing sticker for locking product
  139. 139. Maximize l Logo applications l Product
  140. 140. Maximize l Logo applications l Product
  141. 141. Maximize l Logo applications l Product
  142. 142. Maximize l Logo applications l Product
  143. 143. Maximize l Logo applications l Product
  144. 144. Maximize l Logo applications l Product
  145. 145. When transferred to packaging, this style maintains its integrity by the use of proportions and brand colour. Although no specifics can be mentioned due to the vast variety of products in the HAVELLS portfolio, please refer to the illustration below that serves as a guide for packaging graphics. Please note that the product in the package is depicted by a full-frontal outline graphic. Maximize l Logo applications l Packaging
  146. 146. Maximize l Logo applications l Packaging
  147. 147. Maximize l Logo applications l Packaging
  148. 148. Maximize l Logo applications l Packaging
  149. 149. Maximize l Logo applications l Sealing sticker for locking product
  150. 150. Maximize l Logo applications l key-chain
  151. 151. Maximize l Logo applications l Merchandise
  152. 152. The Growth Catalysts   LOKUS design Pvt Ltd. 17-A, Gandharva Apts. Nr. Mehendale Garage, Erandwane, Pune 411 004 India Tel : 020 25451578 www.lokusdesign.com

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