3. Our Legacy
Over the years, we have established ourselves as India’s second largest and Australia’s joint largest security service provider.
We offer a comprehensive suite of security and business support services and with the recent acquisition of the Dusters, we
have become the 4th largest facility management company in India. Our wide network of geographic coverage enables us
to deliver our services in the remotest corners of the world. We are the first security company in India to implement the ISO
9001:2000 standard for all services. Currently, we have a yearly revenue of more than INR.3800Cr coming out from 229
brunches spreading across 10,000+ locations.
OUR LEGACY1
4. Brand Identity
Every brand requires a unique identity to survive in today’s progressive world. There are endless numbers of organizations
providing similar kinds of services. What makes us unique? We are not new in the segment; our presence is widely spread
across all the states in India and Australia. This guideline is a reflection of our unique brand identity that differentiates our
capabilities from those of our competitors. The purpose of this guideline is to provide with set of rules through which we
establish our brand’s identity be it any kind of communication, internal or external.
BRAND IDENTITY2
5. LOGO
Logo Specifications
SIS logo with tagline should be used in all kinds of communications,
be it external or internal. It should be located in a prominent place
and cannot be altered by a standard typeface. The original artwork
should be used for any reproduction purposes and should never be
recreated, distorted, or redrawn without permission from the
higher authority. Also, use ‘Nirmala’ as a typeface.
Logo Measurement
Please use the logo shown as on the right hand side. If the length of
SIS is x, then Group enterprises should be 1/2x followed by the
tagline- A market leader in Security, Cash Logistics and Facility
Management (1/3x). The space between SIS Group Enterprises and
the tagline band should be 1/8x.
3.25 in
1.4527 in
0.1117 in
5.25 in
1.125 in
2 in
0.625 in
1 in
1.75 in
2.5 in
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
0.0613 in
0.7395 in
0.0919 in1.1168 in
2.3573 in 0.2113 in
3
6. GENERAL LOGO RULES4
BACKGROUND
PATTERNS
Care should be taken when using the SIS logo on top of
an image or background pattern. Ensure that the
background provides sufficient contrast and that it does
not contain distracting patterns that impede legibility.
INTEGRITYOF
PROPORTIONS
The logo should always appear in its original
proportions. It should never be skewed, squashed or
stretched out of shape.
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
1
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
2
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
3
Acceptable Not Acceptable
Do not skew or rotate the logo
Insufficient contrast between the logo and the background
Do not squash or stretch the logo
7. BRAND COLOR
C 24.22
M 87.11
Y 73.44
K 14.45
R 170
G 62
B 66
#AA3E41
C 0
M 93.26
Y 75.45
K 0
R 239
G 54
B 66
#EF3642
C 61.33
M 53.52
Y 50.78
K 23.05
R 97
G 97
B 99
#231F20
#AB3F43
#B8625B
#F2675D
Primary Colours
Color Shades
Maroon
Comfort
Honest
Sincere
Safe
Protective
RED
Empowering
Passionate
Attractive
GREY
Composed
Balanced
Determined
5
8. FONT
Typography
We have selected the following typography since it gives us a
distinctive visual style that goes well with our brand message. The
primary typeface is ‘Aleo’ and it should be consistently used in all
other communications.
Use Aleo bold for headlines
Use Aleo regular for body texts
Aleo Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz0123456789
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz0123456789
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs
TtUuVvWwXxYyZz0123456789
Aleo Regular
Aleo Light
6
9. IMAGERY
Imagery
A picture is worth a thousand words. Our audience can get the right
message from an image with minimal explanation. Photography is
an integral part of our identity and can be used to deliver our
business messages with a high recall-value.
People as backgrounds
Our services are people oriented. It is mandatory for us to use
images of people in our creatives. There is a greater sense of
personalized brand message being portrayed when images of
people are used in our collateral.
Graphical Representation
Numbers and statistics are important when we are showcasing
something like our annual report. Nothing can portray it better
than some well-defined infographic.
Theme based backgrounds
Theme based backgrounds are pretty much requirement specific.
For example, we can select a particular theme when we are
showcasing a success story with any of our partners.
7
10. TONE OF VOICE
Tone Of Voice
We believe in delivering a perceptible corporate voice in all our communications. Although, it should be easily
distinguishable from our competitors.
Mediums of Communication Formal Informal Friendly
Internal Communication
Print Advertisements
Corporate Brochure
Success Story/White Paper
Social media
Intranet
Posters/ Hoardings
Examples Respected Sir/ Madam Hello There Hi
8
12. LETTER HEAD DESIGN
11inch.
3.25 in
1.125 in
8.5 in
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
11inch.
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed aliquam eu mi in semper. Etiam condimentum ex
vitae libero vestibulum gravida. Ut sed efficitur neque. Phasellus porta laoreet ligula, vitae bibendum urna
laoreet id. Duis sed vehicula erat. Nam viverra nec mauris sed vestibulum. Sed interdum felis non facilisis
placerat. Cras non vulputate est, in molestie odio.
Praesent sollicitudin urna eget urna consequat malesuada. Donec accumsan neque quis pretium ornare. Donec
tincidunt urna ut quam elementum, vel vestibulum libero posuere. Nullam pulvinar nulla eu eros tincidunt
malesuada eget ut enim. Suspendisse efficitur diam libero, non aliquam ipsum iaculis eleifend. Phasellus
elementum nisi ut ipsum tincidunt, a egestas quam facilisis. Vestibulum fringilla mauris eu egestas eleifend.
Quisque vel lorem ut justo vulputate maximus venenatis et nulla. Suspendisse semper tellus dui, et eleifend mi
condimentum vitae. Phasellus vel pretium lorem. Aenean vel massa eget leo tristique pellentesque et in mauris.
Interdum et malesuada fames ac ante ipsum primis in faucibus. Sed et pretium elit. Nunc dignissim purus justo,
eu semper mauris condimentum nec.
Duis egestas egestas ex, eu porttitor ex rutrum in. In rhoncus mi id facilisis aliquet. Sed et pretium nisl. Nulla
lectus tellus, mattis quis mauris eget, dictum suscipit lacus. Suspendisse sodales tellus ut ante blandit molestie.
Proin rhoncus scelerisque elit scelerisque rutrum. Nulla placerat enim vitae gravida blandit. Nullam ultricies
eros vulputate sem placerat vestibulum.
Quisque semper nibh eu pharetra tempus. Donec elementum erat nulla, nec tincidunt nibh cursus eu. Mauris
ullamcorper neque in sagittis lacinia. Ut malesuada quam arcu, in euismod nisl luctus in. Donec id massa risus.
Vestibulum tellus lacus, laoreet imperdiet nunc eu, finibus consequat tortor. Sed varius vestibulum lacus nec
commodo. Cras posuere leo lectus, eget cursus nibh vehicula et. Aliquam ultricies nulla pellentesque justo
rhoncus luctus quis ac ipsum. Donec eget justo vel elit consequat semper et vitae justo. Etiam nec pretium ante,
ac luctus sem. Nullam sed tellus vel dolor aliquam condimentum.
Quisque semper nibh eu pharetra tempus. Donec elementum erat nulla, nec tincidunt nibh cursus eu. Mauris
ullamcorper neque in sagittis lacinia. Ut malesuada quam arcu, in euismod nisl luctus in. Donec id massa risus.
Vestibulum tellus lacus, laoreet imperdiet nunc eu, finibus consequat tortor. Sed varius vestibulum lacus nec
commodo. Cras posuere leo lectus, eget cursus nibh vehicula et. Aliquam ultricies nulla pellentesque justo
rhoncus luctus quis ac ipsum. Donec eget justo vel elit consequat semper et vitae justo. Etiam nec pretium ante,
ac luctus sem. Nullam sed tellus vel dolor aliquam condimentum.
CORPORATE CENTRE
SIS Group Enterprises
A – 28 & 29, Okhla Industrial Area
Phase – I, New Delhi -110 020, India
Tel:+91-11-46464444/4646555
ADMINISTRATIVE OFFICE
SIS India Ltd.
Nishat Regency, Fraser Road,
Patna, Bihar, 800001
Phone – 0612-3257529 / 26-30, 3299918
Size : 21.59cm x 27.94 cm
Graphic
Area : 21.59 cm x 7cm
Font Size : 10pt
Logo Size : 5.2035 cm x 1.75cm
10
13. LETTER ENVELOPE COVER
11inch.
8.5 in
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
Size : 21.59cm x 27.94cm
Graphic
Area : 12.8 cm x 14.7cm
Logo Size : 8.255cm x 2.8575cm
11
14. ENVELOPE SMALL
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
Size : 24.13cm x 11.43cm
Graphic
Area : 10cm x 11.43cm
Logo Size : 6.35cm x 2.54cm
12
15. BUSINESS CARD
YOUR NAME
Your Designation
+91 000 000 0000,
+91 000 000 0000
www.url.com
#00, street name, city, state
Country 000000
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
YOUR NAME
Your Designation
+91 000 000 0000,
+91 000 000 0000
www.url.com
#00, street name, city, state
Country 000000
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
3.5 in
2in
Size : 8.89 cm x 5.08 cm
Font name : Aleo Bold, Regular
Font Size : For Name 10pt
For Details 7pt
Logo Size : 2.54cm x 0.8382
13
17. PRINT AD
3.5 in
The Best Security for your Office
With operations across India and Australia with over 1,36,000+ employees, the SIS Group
provides security solutions and business support services to a wide range of customers spread
across India and Australia. The Group’s overarching objective is to provide customer a
favourable operating environment in which to conduct their business.
www.sisindia.com
Fastest Growing
Security Services
Business In India
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
7.45inIllustrationArea
1in
Size : 21cm x 29.7cm
Font name : Aleo Bold, Regular
Heading : 26Pt
Body Copy : 12Pt
Logo Size : 5.2cm x 1.75cm
15
18. POSTER
3.5 in
www.sisindia.com
Fastest Growing
Security Services
Business In India
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
16
Size : 21cm x 29.7cm
Font name : Aleo Bold, Regular
Heading : 26Pt
Body Copy : 12Pt
Logo Size : 5.2cm x 1.75cm
19. E-SIGN
3.5 in
Lorem Ipsum dolor sit amet
honcus luctus quis ac ipsum. Donec eget justo vel elit
consequat semper et vitae justo. Etiam nec pretium
ante, ac luctus sem. Nullam sed condimentum.
KNOW MORE
3.5 in
KNOW MORE
Fastest Growing
Security Services
Business In India.
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
Size : 28.93 cm x 7.05cm
Font name : Aleo Bold, Regular
Logo Size : 3.55cm x 1.2cm
17
20. FOLDER COVER
3.5 in
Fastest Growing
Security Services
Business In India
A Market Leader in
Security, Cash Logistics
& Facility Management
Group Enterprises
www.sisindia.com
Size : 21cm x 29.7cm
Font name : Aleo Bold, Regular
Heading : 28Pt
Logo Size : 5.2cm x 1.75cm
18
21. Summary
All our communication collaterals should strictly be carried out by following
the rules and guidelines. Whether it’s literature or digital, the brand message
should be distinctive and consistent. In the end, a brand’s success story
depends on its communication strategy.
SUMMARY19
