DESIGN AND BRAND GUIDELINES - Hexaware€¦ · This new brand identity honors the company’s rich...
Transcript of DESIGN AND BRAND GUIDELINES - Hexaware€¦ · This new brand identity honors the company’s rich...
www.hexaware.com
DESIGN ANDBRAND GUIDELINES
TABLE OF CONTENT
01. INTRODUCTION
02. LOGO OVERVIEW
03. LOGO GRID & ANATOMY
04. LOGO OPTIONS
05. CORRECT USAGE
06. INCORRECT USAGE
07. COLOUR PALETTE
08. TYPOGRAPHY
09. USE OF TYPOGRAPHY
10. BRAND LANGUAGE
01. INTRODUCTION
Hexaware, the fastest growing provider of disruptive IT & IT-enabled services, complex technology solutions
and business process services, has been helping organizations reimagine their business processes, shrink IT
costs, enhance business operations and accelerate digital transformations.
The company’s ‘Shrink IT Grow Digital’ philosophy, along with a clear focus on reversing the pyramid & infusing
the flavors of digital & automation, helps in shrinking customer’s IT spend and in enabling higher-impact digital
business initiatives, by rethinking user experiences, redesigning omni-channel processes and straight through
processing.
Today, Hexaware is on a high velocity change journey, fuelled by innovation and automation, while profoundly
impacting the customer’s business, its employees and society, at large. To reflect this renewed purpose of
man-machine collaboration, the company has created a new brand identity that resonates its personality, values
and the soul of the organization. This new brand identity honors the company’s rich technology roots and also
embodies the essence of Hexaware brand promise, through its passionate employees and fostering a nimble,
cool and energetic culture. It also expresses the bold attitude of challenging the conventional IT approach and
striding customers into an optimistic digital future. The blue, yellow and red colors are used thoughtfully to
represent its rich heritage, vibrant energy and fearlessness.
02. LOGO OVERVIEW
LOGO CONSTRUCT
The logo is constructed from a combination of lines and circles. The central part of the logo (i) is a circle placed over a straight line. This represents a simplified form of the human body signifying individuality and leadership. The human form is seen coinciding with 1&0, which represents the basis of all digital technology. The coinciding shapes indicate a strong collaboration between human intellect and digital technology.
Hexaware
LOGO COMPOSITION
GRAPHOLOGICAL INTERPRETATION
Grow Human CollaborationDigital
The logo begins with a combination of two lines perpendicular to each other- forming a ‘+’ (plus) symbol. The plus symbol represents value addition, indicating our corporate strategy i.e. ‘Growing Digital’.
All elements have been formed to come together as the letter ‘H’– representing Hexaware. The edges of all the elements have been curved, to represent fluidity and modernism. The slanted form represents the fearless attitude of Hexaware by challenging the conventional and striding into the future.
(In its entirety, the logo is designed to depictthe collaboration between digital technology and
human labour)
02. LOGO OVERVIEW
03. LOGO GRID & ANATOMY
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04. LOGO OPTIONS
The logo can be used in multiple forms. The basic forms are Brandmark + Wordmark and just the Brandmark. Any version of the logo can be used in its primary version, grayscale version, light background version or dark background version as shown below.
PRIMARY VERSION- VERTICAL PRIMARY VERSION- HORIZONTAL
LIGHT BACKGROUND VERSION- VERTICAL LIGHT BACKGROUND VERSION- HORIZONTAL
HORIZONTAL LOGO WITH TAGLINE
SHRINK IT GROW DIGITAL SHRINK IT GROW DIGITAL
SHRINK IT GROW DIGITAL SHRINK IT GROW DIGITAL
04. LOGO OPTIONS WITH TAGLINE
04. LOGO OPTIONS
GRAYSCALE VERSION- VERTICAL PRIMARY VERSION- HORIZONTAL
DARK BACKGROUND VERSION- VERTICAL DARK BACKGROUND VERSION- HORIZONTAL
The primary mark is the full colour rendered version of the Hexaware logo. The Brandmark can also be used in indi-vidual shades of primary colours as shown below.
PRIMARY MARK LIGHT BACKGROUND MARK DARK BACKGROUND MARK
SECONDARY MARK SECONDARY MARK SECONDARY MARK
04. LOGO OPTIONS - BRANDMARK
The minimum logo size should never be rendered below 1 inch in width (or 72 pixel width for web-basedapplications). Use the minimum size logo when a layout or application has space restrictions.
72 PX 96 PX 150 PX 200 PX
04. LOGO OPTIONS
VERTICAL LOGO WITH TAGLINE
SHRINK IT GROW DIGITAL SHRINK IT GROW DIGITAL
SHRINK IT GROW DIGITAL SHRINK IT GROW DIGITAL
04. LOGO OPTIONS WITH TAGLINE
WITH DUAL PARTNERS WITH MULTIPLE PARTNERS
WITH SINGLE PARTNER
04. LOGO OPTIONS: CO-BRANDING
The sub-brand unit of the Hexaware logo incorporates the name within the logo. The name of the sub-brand appears between the logomark and the yellow sub-unit of the logomark to represent integration and harmony.
The sub-branding needs to adhere to the following guidelines:The Hexaware Logomark needs to be used either as a suffix or a prefix (as shown right).
The Sub-brand needs to be written in Lato Black (All Caps) with a shear angle of 110.
The tagline needs to be right-aligned and should be written in Lato Regular (Title Case).
Enhancing Excellence
Hexavarsity
Tune into HexawareStationH
04. LOGO OPTIONS: SUB-BRANDING
VERTICAL ORIENTATION
Top Right Placement
2x Spacing/Only Brandmark
Bottom Right Placement
3x Spacing/Full Logo
Top Right Placement
2x Spacing/Only Brandmark
Bottom Right Placement
3x Spacing/Full Logo
HORIZONTAL ORIENTATION
The Hexaware logo can be placed only towards the right side of the page to compliment the logo slant and the corporate philosophy of forward motion.
04. LOGO OPTIONS: PLACEMENT
CLEAR SPACING LOGO
CLEAR SPACING MARK
05. CORRECT USAGE
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The clear space defines the minimum amount of space required around the logo at all times. The clear space ‘2x’ around all logo versions (with and without the image background) is defined by the diameter of the symbol in the logo type. This space requirement ensures that the logo is accurately and consistently placed on a layout.Furthermore, the clear space preserves the logo’s legibility and clarity.
CLEAR SPACING LOGO- HORIZONTAL
05. CORRECT USAGE
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The clear space defines the minimum amount of space required around the logo at all times. The clear space ‘2x’ around all logo versions (with and without the image background) is defined by the diameter of the symbol in the logo type. This space requirement ensures that the logo is accurately and consistently placed on a layout.Furthermore, the clear space preserves the logo’s legibility and clarity.
Do not change the logo colours.
Do not place the primary logoon any dark background.
Do not rotate the logo. Do not place the logo on a clutteredbackground.
Do not stretch or skew the logo. Do not add effects such as dropshadows or gradients.
06. INCORRECT USAGE
The colours of the Hexaware logo are blue, yellow and red. The blue colour has been retained to continue the legacy of the brand but has been revamped to give the logo a fresh, passionate and energetic look. The red colour has been rendered to the human head to represent fearlessness. The yellow colour indicates youthfulness and passion.
PRIMARY COLOUR PALETTE
#FFB81AR : 255G : 184B : 26
R : 0G : 90B : 171
#005AABC : 95M : 70Y : 0K : 0
PMS 2935 C
PMS 1235 C
#EB2A2E PMS 1788 CR : 238G : 41B : 47
C : 0M : 96Y : 89K : 0
C : 0M : 31Y : 98K : 0
07. COLOUR PALETTE
SECONDARY COLOUR PALETTE
PMS 7479 C
PMS 649 CPMS COOL GRAY 8 C
PMS 433 C
PMS 165 CR : 252G : 109B : 29
#1D252BC : 0M : 71Y : 99K : 0
R : 0G : 206B : 137
C : 70M : 0Y : 65K : 0
#1D252B
R : 29G : 47B : 33
#1D252BC : 80M : 68Y : 59K : 67
R : 130G : 140B : 147
C : 52M : 38Y : 35K : 3
R : 218G : 226B : 229
C : 13M : 6Y : 7K : 0
#FFFFFFR : 255G : 255B : 255
C : 0M : 0Y : 0K : 0
#DAE2E5#828C93
07. COLOUR PALETTE
Lato is a sans-serif typeface family. The semi- rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. Lato consists of nine weights (plus corresponding italics), including a beautiful Hairline style.
BRAND TYPEFACE- LATO (For Web & Print)
08. TYPOGRAPHY
TYPE WEIGHTS
Black
Heavy
Bold
AAA
Semibold
Medium
Regular
AAA
Light
Thin
Hairline
AAA
Black Italic
Heavy Italic
Bold Italic
AAA
Semibold Italic
Medium Italic
Italic
AAA
Light Italic
Thin Italic
Hairline Italic
AAA
CAPITAL CASE SMALL CASE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
NUMBERS GLYPHS
0123456789 !@#$%^&*()_+=-.,/|’;:
The way we use typography is crucial to making our designs look thoughtful and professional. Use the following tips to make sure the typography is consistent. Line spacing, called ‘leading’ , is critical to set a professional typography that is easy to read. Leading should be set tight, but not too tight. The Lato Family generally looks best with leading set slightly loose.
Leading that is too loose leavestoo much pause between lines.
Leading that is too tight leavestoo little pause between lines.
50 pt. type / 60 pt. leading
50 pt. type / 45 pt. leading
When leading is correct,the reader won’t even notice.
50 pt. type / 52 pt. leading
09. USE OF TYPOGRAPHY
When tracking is correct,the reader won’t even notice.
-5 tracking
Tracking that is too tight leavestoo little space between letters.
-60 tracking
Tracking that is too loose leavestoo much space between letters.
+60 Tracking
Correct letter spacing, called ‘tracking’ , is needed to make the type easy to read.The Lato Family should always be tracked slightly tighter than the default setting.
09. USE OF TYPOGRAPHY
SAMPLE TEXT
Size Leading KerningTracking
50 pt. 53 pt.Optical-5
Headline: Lato Black
Lorem Ipsum is simply dummy textof the printing and typesetting industry
Size Leading KerningTracking
35 pt. 38 pt.Optical-5
Sub-head: Lato Italic
Lorem Ipsum is simply dummy textof the printing and typesetting industry
Size Leading KerningTracking
28 pt. 31 pt.Optical-5
Lead-In/Pull Quote: Lato Bold
Lorem Ipsum is simply dummy textof the printing and typesetting industry
Size Leading KerningTracking
14 pt. 18 pt.Optical-5
Body: Lato RegularLorem Ipsum is simply dummy textof the printing and typesetting industry
09. USE OF TYPOGRAPHY
10. BRAND LANGUAGE & ICONOGRAPHY
10. BRAND LANGUAGE & ICONOGRAPHY
10. BRAND LANGUAGE & ICONOGRAPHY
10. BRAND LANGUAGE & ICONOGRAPHY
10. BRAND LANGUAGE & ICONOGRAPHY
10. BRAND LANGUAGE
For any queries, contact the Hexaware Marketing Team.
Tel: +91-22-67919595Fax: +91-22-67919500
E-mail: [email protected]
Hexaware TechnologiesMumbai- Headquarters Bldg. No. 152, Millennium Business Park, A Block, TTC Industrial Area, Sector - 3, Mahape,Navi Mumbai - 400 710
For any brand assests refer to the Hexaware Art Files.
MISCELLANEOUS