Havells Brand Identity Case Study

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Havells Case Study | Havells India Ltd. | Lokusdesign Pvt. Ltd., Pune.

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● Identify ● Integrate ● Innovate ● Translate ● Maximize

● Havells India Ltd., brief history

● About old Identity

● Design brief

● Client s requirement

● Lokusdesign process

Contents

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Havells India Ltd., brief history

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Predominant Colors Red, Black and white

About old identity

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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

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Strengths

Experience in domain Vertical Portfolio

Weakness

Lack of brand discipline

Opportunities

Brand loyalty &customer relationshipsGlobal presence

Threats

High brand perceptionof competitors

The existing identity

• The logo is rigid.

• It limits adaptability.

• It limits usage.

About old identity

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Design brief

"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.""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."

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Clients requirement

"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.""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."

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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

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Identify

Identify

● Research ● Competition ● Keywords ● 5 satellites

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“Every organization brands its particular culture and identity with its own distinctive stamp.”

Mitch Thrower

Identify l Research

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Havells Vision

"To be a globally recognized corporation that providesbest electrical & lighting solutions, delivered by best-in-class people."

Havells Mission

To achieve our vision through fairness, business ethics, global reach,technological expertise, building long term relationships withall our associates, customers, partners, and employees.

http://www.havells.com/overview.htm

Identify l Research

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Why does Havells need a new brand identity ?

• Strong identity: Effective communication = Higher perception of brand value business performance = strong identity

• To create desired perception in mind of the target consumer influencing buying decision

• To be recognized for excellence in the universe of electrical products

• To elevate the brand identity

• To emerge as global leader

Identify l Research

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Changing Scenarios

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• Why are the things different today?

• How market, competition & people are changing?

• What makes them so?

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Changing lifestyle

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New brand relationships

Redefined value propositions

More consumerawareness

Emerge as leader Global aspirations

What kind of change?

Identify l Research

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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

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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

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Havells L&T, Siemens, Bajaj Finolex, Polycab, Schneider Wipro, Osram ABB, C&G, Philips Legrand GE,

Anchor

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High

Low

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Aff

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Mar

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Key Buying Parameters

Pro

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Brands v/s Key Buying ParametersIdentify l Research

Key Decision Factors / Influencers

Value

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Key Buying Parameters for KDM’s

Consumer

Trust

Safety

Cost

Brand

Commercial

Variety

Brand

Cost

Leadership Perception

Inferences from the graph

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Current Perceived Position of Havells LOCAL

GLOBAL

Brand V/s Position

CONSUMERINDUSTRIAL

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Assumption

Category & Brand Plotting

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Identify l Research

LOCAL

GLOBAL

CONSUMERINDUSTRIAL

Assumption

Current Perceived Position of Havells

Visual Positioning

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CONSUMER

• Chief wage earner

( Father / Husband )

• Housewives

( Consultation )

COMMERCIAL

• Architects / Interior Designer

• Electrical / Civil Contractors

• Electricians

• Retailer

• Distributor

Key Decision Makers / Influencers

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KDM’s

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Observations about the competitors

Kept unified brand image

Few of them maintained brand discipline

Achieved leadership in at least one product segment

Wide variety across available product range

Created brand awareness by advertising and promotions

Identify l Research

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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.

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Philips

Before After

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Before

Bajaj Electricals

The Brand essence for the new Bajaj was defined as "Excitement". 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 "flying B" 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. "Flying B" 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 adopteda new brand line of "Inspiring Confidence".

AfterIdentify l Research

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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.

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Intel

Before After

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Anchor Electricals

Before After

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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.

Noticable changes to logo:•The “V” in Visa has been enhanced with an original gold accent•The banners used as borders will disappear and the word-mark will be more prominent•Flexibility - the evolved Visa brand now works equally well on cards, computer screens, PDAs and shop windows•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%.

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Visa

Before After

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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 "X," 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.

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Xerox

Before After

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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.

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CEAT

Before After

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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.

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Godrej

Before After

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Coming from these two companies, the naming solution is to be expected... "Pile up the names, and it's too long so let's push the initials." 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 "radical departure from those logos and other visual representations normally associated with the pharmaceutical industry" 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.

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Glaxo / GSK

Before After

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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.

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Kodak

Before After

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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 "AT&T" 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.

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AT&T

Before After

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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," 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.

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Tata

Before After

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Mahindra and Mahindra

Before After

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“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.

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Air India

Before After

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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.

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Canara Bank

Before After

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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.

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Jet Airways

Before After

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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.

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Fiat

Before After

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Global Leader

Innovative

Efficient & Wise

Trendsetter

Eco Friendly

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Global Leader

Innovative

Efficient & Wise

Trendsetter

Eco Friendly

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Function: HighForm: Chunky RectangleColor: RedOther: n/a

Function: HighForm: Rectangle or EllipseColor: BlueOther: Material qualities,Shiny surface,

Function: HighForm: Chunky Rectangle or CircularColor: Blue-Green or BlackOther: n/a

Function: Medium to HighForm: Organic or UndefinedColor: Grey or Red Other: Shiny surface

Function: VariableForm: Variable (hint of organic elements)Color: Green or RedOther: Layered

Global Leader Innovative Efficient & Wise Eco-FriendlyTrendsetter

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Integrate

● Conclusion ● Keywords ● Theme board

Integrate

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Inferences

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Havells current visual identity does not illustrate :

Trust

Safety

Global leadership

Effective Communication

High Perception Value

Contemporary Approach

Brand Discipline & Culture

Thus the need for…

• Unified identity

• Better image

• Strong Brand Image

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Leading to

• Higher placement of the brand

• Creating a strong visual impact

• Higher brand recall

• Evoking goodwill

Conclusion

The new visual Identity should illustrate

Global Leader

Bold & Innovative

Trust & Safety

Efficient & Eco friendly

Trendsetter

Contemporary Approach

Brand Culture

Brand Values

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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

AdaptivePioneer

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


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

SpeedQuickerFast

Identify l 5 satellites

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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

Most known electrical brand


Protective

Efficient Multinational

Fearless


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INNOVATOR

Uniqueness

Inventive

Technology

Amir Khan

Change


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


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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

SexyStylish


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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

SpeedQuickerFast


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ECO-FRIENDLY


Energy Efficiency

Lush Green

Kerala

Savings Green


Protective

Efficient

Comfort

Pure

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What makes a good brand ?

• Omnipresent recognition & perception

• Contemporary & focused approach

• Keeping a tap on the market changes

• Exploring new horizons

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Havells positioning

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Identify l Research

CONSUMER POLLS

COMPETITION LANDSCAPE

BRAND TOUCHPOINTS

BRAND DISCIPLINE

BRANDCORE

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BrandDiscipline

Brand dentity

RetailProduct

Identify l Research

The purview of this presentation

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Identify l Research

Brandpromise

BrandPersonality

BrandValues

Retail

Product

BrandDiscipline

BrandIdentity

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Brand Promise

To deliver more than just electrical products……

By driving every aspect of the brand intohigher & higher realms of excellence

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BrandIdentity

Brandpromise

BrandPersonality

BrandValues

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Brand Values

Global Leader

Bold & Innovative

Trust & Safety

Efficient & Eco friendly

Trendsetter

Identify l Research

BrandIdentity

Brandpromise

BrandPersonality

BrandValues

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Brand Personality

A Global Leaderin Electrical Products

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BrandIdentity

Brandpromise

BrandPersonality

BrandValues

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Approach

Identify l Research

Modernizingthe existing identity

CreatingA new icon

A 2 way approach on creating a new identity

Brand Values & Personality

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Innovate

● Sketches ● Phase 1 ● Phase 2 ● Phase 3 ● Selected concepts

Innovate l

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Innovate l Sketches

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Innovate l Sketches

Evolution of oval ‘H’

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Innovate l Sketches

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Mood Board

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Trust

Safety

Global

Leadership

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Colour Board

Warm and bright colours to show

the brand image of Havells as positive, fresh and inspiring.

Subtle and achromaticColours to show Havells gives commitment,trust, is stable and experienced.

Identify l Research

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Innovate l Phase 1

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Innovate l Phase 2

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Innovate l Phase 3

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Innovate l Selected concepts

Description:

H - form will build a strong connectionwith the “Havells” brand nameBold “H” form in a perspective view enhances Market LeadershipSymmetrical form shows stability and maturity Red color to carry over the previous identity Curves indicate a dynamic and contemporary brandSimplicity of form for easy recallThe form aids easy applicationon various mediums/formats

Keywords:

Dynamic l Bold l Leader l Stability

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Translate

● Final Identity ● Guidelines

Translate

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Translate l Brand Identity

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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

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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

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HAVELLS Brand Values

Global Leader

Innovator

Wise & Efficient

Trendsetter

Eco-Friendly

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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 logoThe 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.

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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.

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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.

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Size and Proportion


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Logo Orientation

Below are some examples of application of the HAVELLS logo.

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Logo Minimum Size

When printing only ovel ‘H’

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Colour

Accurate reproduction of the HAVELLS red is essential in communicating a clear and consistent message about the brand.

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One colour

Accurate reproduction of the HAVELLS red is essential in communicating a clear and consistent messageabout the brand.

The adaptation of this type of logo shall be used for single colour printing on products.

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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.

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The Secondary palette consists of four colours shown below. These colours are used as large solid areas and as information differentiation elements.

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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.

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Grayscale

Accurate reproduction of the HAVELLS grayscale logo is essential in communicating a clear and consistent message of the brand.

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Black and White

Accurate reproduction of the HAVELLS black & white logois essential in communicating a clear and consistent message.

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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 competewith 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%.

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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).

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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).

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What not to do with the logo

Altering the HAVELLS logo will undermine the impact of theidentity and therefore the HAVELLS brand. Below are guidelines on what not to do with the logo.

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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.

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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.

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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.

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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.

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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

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Maximize l Logo applications l Punch line

Havells tag line, ‘Powering lives’,shall be used for adaptationsin the following only:

Hoarding

Brochure

Catalogue

Advertisement

In shop display panel

Poster

Dangler/ bunting

Any other promotional material

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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.

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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 ofcharacters in the product category name.

Proportion of product category name boxshall be followed as shown in fig.

In any case, the height (h) shall never bemore than the heightof 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.

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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

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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.

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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

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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 x7’0” 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.


1/64th+ 1/256th area of a glow sign height.for dealers name space on a glow sign.

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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 appearin 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+ 1/256th area of a glow sign height.for dealers name space on a glow sign.

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Maximize l Logo applications l Glow signs (vertical), option 1

In a glow sign of 1’0” width, DEALER’S SHOP NAMEshall be in 60 pt., HelveticaNeueLT Std bold.

White space, with gray outline, around logo, indicatesmaximum size of logo on a glow sign (refer guidelines).


1/64th area of a glow sign width.


1/64th+ 1/256th area of a glow sign width.for dealers name space on a glow sign.

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Maximize l Logo applications l Glow signs (vertical), option 2

In a glow sign of 1’0” width, DEALER’S SHOP NAMEshall be in 60 pt., HelveticaNeueLT Std bold.

HAVELLS brand name should not appear in anyregional language on 1: 1 glow sign.

White space, with gray outline, around logo, indicatesmaximum 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 inregional language. Alignment as shown in the drawing.



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.

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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

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The Growth Catalysts LOKUS design Pvt Ltd.17-A, Gandharva Apts.Nr. Mehendale Garage, Erandwane, Pune 411 004 IndiaTel : 020 25451578www.lokusdesign.com

Havells Brand Identity Case Study

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