Brand Manual to foster a brand and its attributes externally and internally

1. Pratibha Branding Guidelines
Implementing the Pratibha Brand in communication
Implementing the Pratibha Brand in communication
Updated : October 2013
Updated : October 2013
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2. What is a BRAND?
What is a BRAND?
More than a name or a logo.
More than a name or a logo on a box.
And more, ultimately, more than what the box contains.
The guidelines that govern communications for
PRATIBHA products and services are part of a much
larger effort — to build awareness, understanding
and preference for the PRATIBHA brand and
PRATIBHA products and services in the markets in
which we compete. To build a brand that endures
ENDURING BRAND
A brand is a shorthand representation—often
communicated in a single word or symbol—of
everything a company is, does and stands for.
That representation can be seen most clearly
in promotional messages and in the quality of
CONSISTENCY IS EVERYTHING
Achieving the goal of an enduring brand requires
a conscious, coordinated, consistent approach to
communications and behavior. That approach is
based on the understanding that every choice and
every decision—not advertising or collateral alone
—communicates something to someone about the
PRATIBHA brand.
When the brand’s messages are developed ad hoc,
focused solely on the needs of the moment, they
have no lasting impact and represent a shortsighted
use of scarce marketing dollars.
But when messages are delivered within a consistent
framework and reinforce the brand’s promise
and personality, their impact can be leveraged to
boost awareness and heighten brand recognition
and preference. Promotional dollars work twice as
hard, serving short-term sales goals as well as
longer-term objectives for the brand .
the customer’s experience in buying, using and
servicing a branded product.
A clear promise, for example, that is
important and memorable to customers. A distinctive,
recognizable personality that is inseparable
from the brand itself, informing not only advertising
and communications but behavior as well
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3. PRATIBHA brand platform: Brand promise
PRATIBHA brand platform: Brand promise
“Every company has the goal of being
profitable, but to make a difference, it
must have a higher purpose. Our vision
reflects that purpose. It sets the standard
that we as a company and as
individuals, aspire to live up to everyday.”
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4. PRATIBHA : Brand promise
PRATIBHA : Brand promise
Here’s how our primary
markets define the
PRATIBHA brand advantage
Target audience of the brand “Pratibha” are all its stake
PRATIBHA Brand Tagline
The tag line is meant to invigorate employees of Pratibha and so
that core values can be internalized by them. It is meant to capture
essence of the brand “Pratibha”.
Following is the tagline for Pratibha:
holders. These include its customers, suppliers, and
employees of the parent company and its Sub brands.
They are individuals who have a distinct taste and are
Elegant about displaying their individuality.
They relish and live the brand “Pratibha”. They are
Creating Synergy in textiles...
This stands for the deep rooted social and environmental
responsibility which is inherent to manufacturing processes at
Pratibha.
Principles of the application of tagline are discussed under
“Symbol and tagline relationship”.
Fashionable and accept it as a way of life, but are not
victimized by it. Their values are deep rooted and long
lasting. They believe in ecologically sustainable living and
their solutions embody their belief.
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5. The PRATIBHA Logo
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6. PRATIBHA : Brand promise
The PRATIBHA logo consists of two
elements — the symbol and the
word mark.
This symbol is designed to epitomize evolution of the “Pratibha” brand.
This form retains the pyramidal base which has stood for integrity and
core values of Pratibha, which remain unchanged over time.
The rolling ball depicts momentum, its color is derived from the rising
sun. The horizontal lines have been modified from the previous
symbol, and they stand for speed and swiftness.
The logotype “Pratibha” consists of thick and thin lines, they are used
to depict an important characteristic of brand “Pratibha” - agility.
The PRATIBHA logo is a unique piece of artwork.
The proportion and arrangement of the symbol and word mark have
been specifically determined.
This form should be viewed as a evolution and not revolution of the first
symbol.
This symbol is a registered trade mark, and its use by any outside
organization or person is subject to approval by Pratibha Syntex Ltd.
This is the only symbol used to represent Pratibha. It is important that it
always be correctly used and the following guidelines be strictly adhered
to.
The symbol should never be type set, drawn manually, or using a
computer. It should only be reproduced from an approved computer file.
Care should be taken to maintain the proportions while resizing the
symbol.
The following are the colors of the symbol :
Leaf
Sun Orange
White
(Color codes of the above are specified under “brand colors”).
The logo should never be typeset, recreated or altered, which could
cause inconsistencies that dilute the impact of the brand’s power.
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7. PRATIBHA : The Logo
To preserve the PRATIBHA logo’s integrity, always
maintain a minimum clear space around the logo.
This clear space isolates the logo from competing
graphic elements such as other logos, copy,
photography or background patterns that may
divert attention.
To standardize the use of the tag, three sizes
are provided for most uses— 38 mm : 34 mm
high for regular application sizes, .25 mm high
and 22.5 mm wide for small application sizes,
and 12.5 mm high : 11.5 mm wide as minimum
application sizes. These sizes should be
considered the minimum size for print/online
uses.
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8. PRATIBHA : Color logo Variations
The PRATIBHA logo should be reproduced in color
whenever possible. For specific color values to use
when reproducing the logo (spot or PANTONE®,
4-color process, RGB), refer to the Color Palette
section.
White is the most effective background
If color reproduction is not available
or is not a viable option, the logo should be
reproduced in solid black or as a full-reverse
in white out of a color background.
When the PRATIBHA logo is placed on a
photographic image, the image behind the logo
must be light enough to provide contrast for the
positive logo or dark enough to provide contrast
for the reverse logo.
on which to reproduce the color logo because it
provides a clean, crisp contrast for the logo’s color
and elements.
Regular : The primary colors of the
symbol be used. an attempt should be
made to use only these colors.
In one color : Gradation is possible, grey
values in the proportion of 80% and 40%
should be used as shown.
Single color printing : The symbol appears
in black as shown.
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9. PRATIBHA : Logo Uses and Misuses
On light color backgrounds or tints, the symbol can be displayed in its
primary colors.
There is never a bounding box around the symbol. All the bounding forms
shown are not bounding boxes, they represent the background color.
On dark or saturated colors, the symbol cannot be displayed in its primary
colors.
Incorrect use of the PRATIBHA logo compromises
its integrity and effectiveness. The examples of logo
misuse below are not comprehensive; they are
only a small sample of possible misuses of the
PRATIBHA logo.
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10. PRATIBHA : Which logo do I use?
Trying to determine whether to use the red tag logo or the standard logo?
Trying to determine whether to use the red tag logo or the standard logo?
Here are some questions to ask yourself:
Here are some questions to ask yourself:
Is the communication coming from PRATIBHA?
No. Use the standard logo.
Yes. Move on to the next question.
[When third parties need a logo to represent a partnership, sponsorship, etc they should use the standard logo. Please note: Use of the
PRATIBHA logo by a third party requires a license agreement.]
Will the logo be acting as an introduction of the brand, rather than a sign off? (Is this the first or
only instance of the logo?)
No. Use the standard logo.
Yes. Move on to the next question.
[The STANDARD logo should act as an introduction of the brand and appear only once per piece.]
Is there Any option for symbol for reverse?
No. Use the standard logo.
[When value of the color is more than 50%, then the symbol will appear on reverse. When the value of the background color is less than 50%, the
symbol cannot be displayed in reverse.]
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11. PRATIBHA: Graphic Elements
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12. PRATIBHA : Color logo Variations
The PRATIBHA brand’s graphic style is a flexible system of
elements that visually represent immediate access to the
flow of information. This is illustrated through color,
photography, typography, and voice words patterns.
When applying the PRATIBHA brand’s graphic elements, especially color
and photography, it is important to distinguish between Business
Marketing-oriented and End-User focused applications
when possible. Business Marketing-oriented materials are materials that
promote PRATIBHA solutions to a typically more enterprise-oriented
audience
Business Marketing communications should emphasize PRATIBHA
products and services expertise and commitment to corporate
clients. To help reflect this, the Business Marketing color palette
relies on darker, more serious colors that reference the logo more
directly. Business Marketing photography should reflect the
technological benefits that PRATIBHA products and services
promote.
End-User applications should communicate the
advantages of being a mobile professional. The End
User color palette stresses livelier, more animated colors.
Photography should focus more on products and the individuals
who use them.
End-User refers to PRATIBHA products and services marketed to
individual consumers. Because communications for PRATIBHA products
and services can often differentiate between these two areas, slightly
different design styles are recommended.
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13. PRATIBHA : Color Palette – for Business Marketing Materials
Business Marketing-oriented materials are materials that
promote PRATIBHA solutions to a typically more
enterprise-oriented audience.
PRIMARY COLORS
The accent color palette is intended to complement the
primary colors in the supporting design elements such as
headers, subtitles, secondary messaging and the Data Flow
patterns, when appropriate.
Variations in color may occur, but try to match the PRATIBHA color palette
as closely as possible. Print vendors may have their own values and formulas
for matching PANTONE colors in 4-color process. Color variations may also
occur on-screen as a result of different screen calibrations and/or software
application being used.
369 pantone solid coated
CMYK : 59/0/100/7
RGB : 79/166/49
152 pantone solid coated
CMYK : 0/51/100/1
RGB : 231/135/28
ACCENT COLOR
Forest
Pantone : 350 C
CMYK : 79/0/100/75
RGB : 26/71/43
Duotone Family
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14. PRATIBHA : Typography
To help provide a consistent, unified look in the PRATIBHA
brand’s use of typography, the ARIAL typeface should be used on
all communications for PRATIBHA products and services.
Recommended Weights
ARIAL
PRATIBHA SYNTEX
pratibha syntex
{[(.,;:-!@$%&*/?)]}
ARIAL ITALIC
PRATIBHA SYNTEX
Pratibha syntex
{[(.,;:-!@$%&*/?)]}
The typeface to be used for all Pratibha communication is Arial.
The weights can vary from 20 normal, to 24 italic, to 36 bold. For
special application of type sizes smaller than 6, Arial Rounded
MT Bold is to be used.
Additional Weights
Arial - 9 normal
PRATIBHA SYNTEX
Pratibha syntex
{[(.,;:-!@$%&*/?)]}
Arial - 6 Rounded Meta Bold
PRATIBHA SYNTEX
Abpratibha syntex
{[(.,;:-!@$%&*/?)]}
Arial - 4 Rounded Meta Bold
PRATIBHA SYNTEX
pratibha syntex
{[(.,;:-!@$%&*/?)]}
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15. PRATIBHA : Imagery
When color is used as an explicit design element the system calls for pairing dynamic colors with neutral colors, letting one dominate the other.
If your dominant color is dynamic, then your accents should be neutral and vice versa. Green is reserved for the logo or associated products,
but should not be used as a flood or type color including product logotypes.
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16. PRATIBHA : Photography examples
Photos should document the customer
and/or employee experience in an
authentic way that allows the user to
identify with the subject matter. When
using more than one photo on the
same page a mix of all types should
be used. Never run photos together
that depict the same emotion and the
same camera angle. Consideration
should be paid to pairing images whose
juxtaposition tells a bigger story.
Do
Don’t
When using more than one photo on the same page Never run photos together that depict the
a mix of all types should be used.
Same emotion and the same camera angle.
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17. PRATIBHA : Branded merchandise overview
As individuals who are responsible for creating PRATIBHA clothing and premium gifts, you are uniquely positioned to ensure that
the PRATIBHA brand is consistent and impactful across all items distributed to customers and employees. Here are a few things to
keep in mind when creating PRATIBHA branded items:
Use the PRATIBHA logo provided as artwork on the Marketing Hub.
•
Use the product identity and logotypes provided on the Marketing Hub.
•
Use the corporate typeface of PRATIBHA Clean or Minion Pro for text in addition to the logo.
•
Consider using a preferred vendor—they have the correct artwork and are familiar with our
guidelines.
–
Akul Singh (Mgr. Corp Comm.) – communications@pratibhasyntex.com
–
Rahul (Designer)- design@pratibhasyntex.com
•.
Provide these guidelines to your vendors.
•.
And always send your design to communications@pratibhasyntex.com for review before going into production.
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18. PRATIBHA: Corporate Staitonery
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19. PRATIBHA : Stationery
Corporate stationery continues to use the standard PRATIBHA logo as shown below .
Corporate stationery continues to use the standard PRATIBHA logo as shown below .
BUSINESS CARDS
Name : Arial Bold, 7
Contact details :Arial normal, 7
Back face details : Arial normal, 6
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20. PRATIBHA : Stationery
Corporate stationery continues to use the standard PRATIBHA logo as shown below .
Corporate stationery continues to use the standard PRATIBHA logo as shown below .
Logo : PRATIBHA Logo should be placed on left hand side
from the mentioned measurement from the edges of
Border with website address on the right hand top side
The address bar should be at the bottom with centre alignment
Envelops, folders and letterheads
Strips
“A4" Size (letterheads)
•
Envelop # 10
254 mm
•
217 mm
283 mm
Watermark logo central aligned is used as the backgrounds for
260 mm
265 mm
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21. PRATIBHA : Paper Sizing
The sizes used for all stationery items are based on
sizes recommended by the International Standard
Organization (ISO). They are based on a sheet size,
A), which is one square meter in area.
The series has been devised so that each format has a
width : length relationship 1:2. The rectangular shape,
When folded in half along the side, results in the
next size down; an A4 sheet becomes A5 etc.
The A and B sheets are in proportion. They are used
for stationery and brochures. The table below shows
the relationship between A and B sizes.
A0 841 X 1189 mm
A1 594 X 841 mm
A2 420 X 594 mm
A3 297 X 420 mm
A4 210 X 297 mm
A5 148 X 210 mm
A6 105 X 148 mm
A7 74 X 105 mm
B0 1000 X 1414 mm
B1 707 X 1000 mm
B2 500 X 707 mm
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22. PRATIBHA : Digital Presence
For a strong corporate image, all e-mail messages of PRATIBHA should identify the sender in a standard and clear manner.
The E-mail Signature should be used in the format as shown in the figure below. For more details contact Corporate
Communication Department.
Akul Singh / Manager - Corporate Communications
+91 7773087770/ communications@pratibhasyntex.com
Pratibha Syntex Limited.
Plot No.4, IGC KHEDA-454774 Pithampur, Distt.-Dhar
Office: 91-7292-404362-3 / Fax: +91-7292-256340-1
http://www.pratibhasyntex.com
This e-mail message may contain confidential or legally privileged information and is intended only for the use of the intended recipient(s). Any unauthorized disclosure, dissemination,
distribution, copying or the taking of any action in reliance on the information herein is prohibited. E-mails are not secure and cannot be guaranteed to be error free as they can be intercepted,
amended, or contain viruses. Anyone who communicates with us by e-mail is deemed to have accepted these risks. Company Name is not responsible for errors or omissions in this message and
denies any responsibility for any damage arising from the use of e-mail. Any opinion and other statement contained in this message and any attachment are solely those of the author and do not
necessarily represent those of the company. In this message and any attachment are solely those of the author and do not necessarily represent those of the company.
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23. PRATIBHA : Digital Presence
All Fax messages of PRATIBHA should identify the sender in a standard and
clear manner.
The format should be used as shown in the figure to the right. For more
details contact Corporate Communication Department.
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24. PRATIBHA : Id Badges
Font : Arial bold,
Size : 12
Font for other details : Arial
normal, size 7
Font : “VISITOR” Arial
normal, size 39
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25. PRATIBHA: Outdoor
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26. PRATIBHA : Packaging
Packaging for Pratibha will have two base box colors.
White: Flat boxes will be white in color with logos in the
centre of each side and a logo at the internal centre irrespective
of the size
Brown: The brown box will have logo on the Left hand top of
each side of the box. No logo will be placed in the internal side
of the box.
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27. PRATIBHA : Corporate Presence
This is perhaps one of the most difficult sign conditions, because the brand “Pratibha” has to compete with
other brands for visibility. Please use the symbol in its leaf and sun orange colors.
Always keep the minimum required space around the symbol, because if this is not done then we will
compromise on the symbol’s visibility and recognition.
The preferred treatment is PRATIBHA full colour logo on white background. When
other conditions and restrictions require a specific background material, individual
letters should be used.
When incorporating a monument sign, it is important to consider landlord
requirements, city/local restrictions, visibility and other building materials used nearby.
The sign should be appropriately scaled for the location. Be sure to maintain adequate
clear space around the PRATIBHA logo as outlined below.
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28. PRATIBHA : Building Facia
PRATIBHA’s Building Sign Applications
The most preferable sign type is PRATIBHA’s full colour
logo on white background. The preferred colour is
white if the background material provides sufficient
contrast.
Alternating Green and Orange coloured stripes replacing green on
facia top will provide a more corporate look with Logos on each
side.
Ideal placement of the sign type is outlined below.
This placement can be altered if existing architectural
elements demand such or if lines of sight and other
obstructions limit visibility. On-site adjustments based
on the location of stationary objects should play a
major role in signage placement.
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29. PRATIBHA : PRATIBHA’s Decal Applications
The Designation Board should always be used in the appropriate signature lock-up. The
decal should be centred left to right as indicated below and mounted 5 feet or 1.524
meters to the underside of the logo to provide maximum visibility. Other obstructions or
conditions may require an alternate placement.
If the door is made of another material other than glass, or if surface obstructions are
present, Clear space requirements should be maintained and it should be placed as
indicated below.
Managing Director
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30. PRATIBHA : Website
PRATIBHA’s website has been developed
for use in the creation of public. Anyone can
go on www.pratibhasyntex.com
and can know more about our
Products, Services and much more.
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31. PRATIBHA : Transportation
The Direction boards should be 3 ft. By 2 ft. on stands of 4 ft.
Directing the visitor to the direction of the respective plant and
the distance of whole numbers.
The board should have company’s logo at the top with
Company’s full name in English and Hindi.
PRATIBHA SYNTEX LIMITED
प्रतितिभा सिसिन्टे क्स सिलिमिमिटे ड
1 Km
PRATIBHA
www.pratibhasyntex.com
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