Shift Leasing Brand Manual by Suresh Dinakaran

Brand Book

Introduction

Introduction to Brand Book This BOOK is a reference for staff and members who need to understand the philosophy of, necessity for and process of Brand Management. The accompanying Brand Management Tool Kit is a resource for those who need to undertake specific brand management activities. Brand Book presents an Overview of Brand Management and explains its process and importance.

Table of Contents

Section 1

1 2 3 4 5 6 7 8 9 10 11 12

Brand Vision Brand Mission Brand Values The Logo The Logo Colour The Proportions Logo Usage Logo Unaccapteble Use Logo Clear Space Corporate Font Corporate Colours Corporate Graphic Element

Section 2 ( Applications )

1 2 3 4 5 6 7 8 9

Stationary Printed Collaterals Advertising Material Outdoor Advertising Vehicle Wrap Electronic Medium Signage Promotional Items Wearables

Section 1

Vision To be decided after discussing with client

Mision To be decided after discussing with client

Values To be decided after discussing with client

The Logo

The logo defines the company. It serves as a graphic identity. This logo leads the way for SHIFT in the market, creating a sense of precision and strength among its members, partners, and employees. It is important to use care in following the correct usage guidelines set forth in this manual in all printed and electronic materials. All of the elements of the logo : logotype and color - work together to create a unique image for the company. This image helps to position SHIFT among the leaders of the car leasing communities as the premier professional association and differentiate from their competitors with a strong, dynamic, and bold logo. To ensure proper visibility of the logo on each printed piece, the logo should appear in its entirety at least once, on the outside front or back.

Rationale • Positioning Shift Leasing as a forward looking, visionary, modern day corporate. • Communicating that we are an entity that is in touch with the pulse & need of its customers and prepared to serve them really well, at all times. The sleek cuts in the fonts convey a sense of fleet footedness. • The Logo respects, recognizes and ensures that Shift is intrinsically an AW Rostamani Company. The use of the corporate colors in our new identity is a salutation to that lineage. • The forward slant used disseminates a feeling of momentum, high energy, positivity and growth.

The Logo Colour

Pantone

201 C

144 C

Cool Gray 6 C

Cool Gray 11 C

100

179

248

186

109

152

188

111

190

113

Web

# B30838

# F8981D

# BABCBE

# 6D6F71

RAL

Code: 3002

Code: 2000

Code: 7038

Code: 7037

The Proportions

The Ratio of the logo is 1: 0.215, ie 1=width and 0.215=height The lettering and the AWR bar together as the logo form an unalterable unit. For this reason, they must always be enlarged or reduced in size together.

10cm

2.15cm

The smallest permitted logo size is 25 mm wide.

25 mm

The Logo Usage

Preferred Usage Wherever possible, the logo should be printed in four colours.

Alternate Usage This option is used when the application of the color logo conflicts with the overall color scheme. It should also be used in black-and-white applications.

This â&#x20AC;&#x153;reversed outâ&#x20AC;? option works well when the background colour scheme is 50% black or darker.

For special events, such as award ceremonies or galas, metallic inks may be used for the logo application. The metallic ink should be chosen from the gold and silver shades.

The Logo Usage

Alternate Usage The logo can also be used as a stand alone without using “LEASING & CAR RENTAL”

This is Arabic version of the logo. This version cn be used in regional communication.

The Logo Unacceptable Use

In any circumstances, the logo should not be skewed or rotated. The Colours have to be retained to its original. No Distortion of any type should be done. Some of the example given below are of incorrect usage.

The Logo Clear Space

To keep the strength of the logo, a clear space must be kept all around the logo. No other elements, such as text or images, should enter this safety distance established around the logo. This allows the logo to remain successful and best communicate the Shift image.

The minimum clear space is designated by the letter â&#x20AC;&#x153;Iâ&#x20AC;? in logomark. This space applies all around the signature as shown below.

The Logo Clear Space

Corporate Fonts

Typography is one of the most recognizable elements of an identity and helps portray the personality of an organization. SHIFT’s fonts were selected for their contemporary, clear designs as well their readability and variety in typefaces. Consistent use of typography will help build brand recognition and provide consistency throughout all of SHIFT’s communications. The SHIFT corporate primary font is Goudy Sans BT, including Light, Medium, Bold, and Black. The SHIFT corporate primary arabic font is GE SS. The SHIFT corporate secondary font is News Gothic STD The SHIFT corporate web safe font is Verdana. Any typeface in these font families can be used for SHIFT’s marketing materials. The typefaces shown here are examples of members in the chosen font families.

Primary Font Goudy Sans BT Light

Goudy Sans BT Light Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Goudy Sans BT Medium

Goudy Sans BT Medium Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Goudy Sans BT Bold

Goudy Sans BT Bold Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Goudy Sans BT Black

Goudy Sans BT Black Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

‫)‪Primary Font (Arabic‬‬ ‫‪GE SS Ultra Light‬‬

‫‪GE SS Light‬‬

‫ابتثجحخدذرزسش‬ ‫صضطظعغفقلمنهوي‬

‫‪1 234567890‬‬

‫‪GE SS Medium‬‬

‫‪GE SS Light Italic‬‬

‫ابتثجحخدذرزسش‬ ‫صضطظعغفقلمنهوي‬

‫‪1 234567890‬‬

‫‪GE SS Bold‬‬ ‫ابتثجحخدذرزسش‬ ‫صضطظعغفقلمنهوي‬ ‫‪1 234567890‬‬

Corporate Fonts

Secondary Font News Gothic Std Medium

News Gothic Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

News Gothic Bold

News Gothic Bold Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Web safe Font Verdana Regular

Verdana Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Verdana Bold

Verdana Bold Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Corporate Colours

Consistent use of colour can help build strong brand recognition. This makes it possible for an organization to â&#x20AC;&#x153;ownâ&#x20AC;? a certain set of colours, by leaving a lasting impression through identification of the organization with that specific colour palette. In the case of Shift, colours selected are for its strength, clarity and distinctiveness. When using colour in marketing communication and advertising, one should keep in mind the proportions and scale with which the individual colours are presented. It should be used wisely and appropriately.

Primary Colours

Pantone

201 C

144 C

Cool Gray 6 C

Cool Gray 11 C

100

179

248

186

109

152

188

111

190

113

Web

# B30838

# F8981D

# BABCBE

# 6D6F71

RAL

Code: 3002

Code: 2000

Code: 7038

Code: 7037

Corporate Colours

Screens and Shades 25%

50%

75%

Primary

K-20 K-40 K-60

Screen

Shade

25%

50%

75%

Primary

K-20 K-40 K-60

Screen

Shade

25%

50%

75%

Primary

K-20 K-40 K-60

Screen

Shade

25%

Screen

50%

75%

Primary

K-10 K-20 K-30

Shade

Corporate Graphic Elements

1. The AWR Colour Bar

The AWR Colour Bar is an important design element, which should be used through out the marketing and communication materials. It is mandatory. This bar is used to create a connection between AWRostamani and Shift Leasing. It is Essential to use the bar as per AWR guidelines.

Example:

The AWR Colour Bar

Corporate Graphic Elements

2. The Shift Bar

The Shift bar is an important element, and should be used on all marketing and communication material. Though it is not mandatory. The Shift bar can be used in various proportions but within the given guidelines.

The horizontal appearance of the bar is subjected to the ratio between A and B (shown above). It can be used in the ratio of 50:50 ie A=50 and B=50, likewise it can be used in ratio of 60:40, 70:30 and vice versa. It cannot be used in any other combination than the above. As for the vertical appearance, there is freedom to use, depending of the layout and output.

The logo can also be placed inside the bar to get maximum emphasis in communication. Example shown above.

Corporate Graphic Elements

Permutation and combination of usage 60

Corporate Graphic Elements

Permutation and combination of usage 70

Corporate Graphic Elements

Permutation and combination of usage

Corporate Graphic Elements

Example:

Section 2 Application The SHIFT visual identity, including logo, colour and typography, will come to life in all its communication materials. These materials include stationery, marketing materials, and others. The correct and consistent usage of the visual system will assure the establishment of a successful identity that is easily recognizable and stands strongly on its own. The following sections provide directions and sample layouts of how all the individual elements can be utilized to create a distinct and unified identity.

Stationary

Visiting Card Shift Bar Die Cut

5 cm in height

The AWR Bar

9.2 cm in width

Stationary

Letterhead

Content Area

Address Details The AWR Bar Size: A4

Printed Collaterals

Brochure

Sample layout of the Corporate Brochure with interior spreads. The different layouts demonstrate the flexibility. Corporate Brochure cover

Printed Collaterals

Folder

Sample layout of the Folder with interior spread.

Printed Collaterals

Welcome Kit

Sample layout of the Welcome Kit with interior spread.

Advertising Materials Advertising is an integral part of any brandâ&#x20AC;&#x2122;s communication efforts. Therefore, ads should maintain a consistent look and feel with all other communication endeavours. This ensures that the mission and value of the SHIFT brand is presented in an accurate and compelling way. All SHIFT advertising materials should utilize the same basic elements - the colour palette, the corporate fonts, and bold primary graphic elements. All this serves to guarantee continuity and reinforce the brand. Calls-to-action that are included in the ad should be distinct from the body copy.

Attractive Headline

Use of Brand Colours

Use of AWRostamani logo Logo prominance

Call to Action prominance The AWR Colour Bar

Outdoor Advertsing

Bus

Bus Branding to be done in sync with communication guidelines

Vehicle Wrap

Prominent Logo

Contact Info AWRostamani Logo

Electronic Medium

Website

Electronic Medium

Powerpoint Template

Title Slide

Electronic Medium

Powerpoint Template

Section divider Slide

Content Slide

End Slide

Electronic Medium

Email Signature

Personal Details Contact Details

AWR Bar

Signage

External

Sample size and layout

The Shift Logo should appear as a solid piece in cut-out on all exterior signage. The complete logo should be raised off of the background for optimum separation and contrast. Care must be taken to ensure proper contrast between the background and logo. It is recommended that exterior signage be lit by either cast lighting or backlighting for optimal visibility and clarity.

Signage

Flag Pole Flag pole allows for a large display of the logo and visibility from a distance. The Flag shown here is a suggestion. It shows how the logo can be used on a flag. The logo should always appear in its entirety to ensure consistency across the brand.

Promotional Items

To be decided

Wearables

To be decided