Young Creative Services - Essel Group Smart Utilities Brand Guidelines

Brand Guidelines

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CONTENT

Page 1

Section 01 - Brand Overview 1.01.

3.09.

Corporate Event Standee

72

3.10.

Press Backdrop

73- 74

A Brand & its Importance

07

1.02.

Brand Insight

08

1.03.

Vision

09

Section 04 - Power Distribution

1.04.

Mission

10

4.01.

Brand identity

77-80

11-15

4.02.

Coloured Background Usage

81

Stationery

83-92

1.05.

Brand Value

1.06.

Brand Essence

16

4.03.

1.07.

Brand Personality

17-21

4.04.

Lanyard

93

22

4.05.

PPT Template

94

4.06.

Form

95

4.07.

Leaflet

96

4.08.

Power Bill

97

4.09.

Tender Ad

98

4.10.

Above the Line (ATL)

99

4.10.1.

Print Ad

101-102

4.10.2.

Hoarding

103-104

1.08.

Brand Architecture

Section 02 - Brand Identity 2.01.

Brand Identity

25

2.02.

Illustration

26

2.03.

Brand Identity with Baseline

27

2.04.

Brand Identity in Regional Language

28

2.05.

Brand Identity on Dark Background

29

2.06.

Brand Identity in Grayscale

30

Visual Identity System for CSD Centre & Offices

105

2.07.

Brand Identity - One Colour

31

4.11.1.

Layout Plan

107

32

4.11.2.

Environment Branding

108-116

Gate Boundary Wall

117

2.08.

Brand Identity - Technical Drawing

4.11.

2.09.

Brand Identity with Service Descriptor

33-36

4.11.3.

2.10.

Exclusion Zone - Minimum Clear Space Logo

37-38

4.11.4.

Material Palette

118

2.11.

Primary Colour Palette

39

4.11.5.

Décor Guideline

119-122

40-41

4.11.6.

Master Head & Footer - English & Hindi

123

2.12.

Logo Usage

2.13.

Logo Treatments

42

2.14.

Co-Branding Usage

43-45

4.12.1.

Window Signage

127-128

2.15.

Coloured & Busy Background Usage

46-48

4.12.2.

Graphic Door Signage

129-130

2.16.

Minimum Size Logo

49-50

4.12.3.

Graphic Window Signage

131

2.17.

Typeface – English, Hindi & Marathi

51-52

4.12.4.

Cheque Drop Box

132

4.12.5.

Environmental Graphics

133

4.12.6.

Sub Station Branding

134

4.12.

Section 03 - Corporate Identity Application

Signage

125

3.01.

Stationery

57-64

4.12.7.

Technical Drawing

135

3.02.

Lanyard

65

4.12.8.

External Signage (Ratio 1:1 to 1:10)

136-140

3.03.

PPT Template

66

3.04.

Emailer

67

3.05.

Poster

68

3.06.

Badge

69

3.07.

Tent Card

70

3.08.

Corporate Folder

71

4.13.

4.14.

Below the Line (BTL)

141

4.13.1.

Vehicle Branding

143-146

4.13.2.

Event Specimens

147-152

4.13.3.

Press Backdrop

153

4.13.4.

Event Backdrop

154

Dress Code

155-167

CONTENT

Page 2

Section 05 - Water Distribution

Section 06 - Solid Waste Management

5.01.

Brand identity

171-174

6.01.

Brand identity

261-264

5.02.

Coloured Background Usage

175

6.02.

Coloured Background Usage

265

5.03.

Stationery

177-186

6.03.

Stationery

267-276

5.04.

Lanyard

187

6.04.

Lanyard

277

5.05.

PPT Template

188

6.05.

PPT Template

278

5.06.

Form

189

6.06.

Form

279

5.07.

Leaflet

190

6.07.

Leaflet

280

5.08.

Water Bill

191

6.08.

Receip

281

5.09.

Receip

192

6.09.

Tender Ad

282

5.10.

Tender Ad

193

6.10.

Above the Line (ATL)

283

5.11.

Visual Identity System for CSD Centre & Offices

195

6.10.1.

Print Ad

285-286

5.11.1.

Layout Plan

197

6.10.2.

Hoarding

287-288

5.11.2.

Environment Branding

198-205

Visual Identity System for CSD Centre & Offices

289

5.11.3.

Gate Boundary Wall

206

6.11.1.

Layout Plan

291

5.11.4.

Material Palette

207

6.11.2.

Fascia branding

292-296

5.11.5.

Décor Guideline

208-211

6.11.3.

Admin Building - Façade

297

5.11.6.

Master Head & Footer - English & Marathi

212

6.11.4.

Material Palette

298

6.11.5.

Furniture

299-303

6.11.6.

Master Head & Footer - English & Marathi

304

5.12.

5.13.

5.14.

Signage

6.11.

213

5.12.1.

Window Signage

215-216

5.12.2.

Graphic Door Signage

217-218

5.12.3.

Graphic Window Signage

219

(For Customer Service Center & Transfer Stations)

305

5.12.4.

Cheque Drop Box

220

6.12.1.

Window Signage

307-308

5.12.5.

Environmental Graphics

221

6.12.2.

Graphic Door Signage

309-310

5.12.6.

Water Tank Tower Area Branding

222

6.12.3.

Graphic Window Signage

311

5.12.7.

Technical Drawing

223

6.12.4.

Cheque Drop Box

312

5.12.8.

External Signage (Ratio 1:1 to 1:10)

224-227

6.12.5.

Wall Stencil

313

6.12.6.

Plant Branding

314

6.12.7.

Environmental Graphics

315-321

6.12.8.

Trasfer Station Branding

322

6.12.9.

Technical Drawing

323

Below the Line (BTL)

229

5.13.1.

Vehicle Branding

231-236

5.13.2.

Event Specimens

237-242

5.13.3.

Press Backdrop

243

5.13.4.

Event Backdrop

244

Dress Code

245-257

6.12.

Generic Signage’s

6.12.10. External Signage (Ratio 1:1 to 1:10)

324-327

CONTENT 6.13.

6.14.

6.15.

6.16.

Page 3

Plant Signage’s

329

6.13.1.

Main Gate signage

331

6.13.2.

Way finding signages

332-346

6.13.3.

Descriptor Signages

347-350

6.13.4.

Visitors Instructions

351

Signages Template

353

6.14.1.

Signage Components

355

6.14.2.

Proposed Signage Components

356-357

6.14.3.

Material Specification

358

Below the Line (BTL)

359

6.15.1.

Vehicle Branding

361-374

6.15.2.

Event Specimens

375-380

6.15.3.

Press Backdrop

381

6.15.4.

Event Backdrop

382

Dress Code

383-388

1 Brand Overview SECTION

Smart Utilities Brand Guidelines

1.01. A Brand & Its Importance

A Brand A Brand is an accumulation of emotional and functional associations. It is a promise that the product will perform as per customer’s expectations. It shapes customer’s expectations about the product. A brand gives particular information about the organization’s goods or services, differentiating it from others in a marketplace. A Brand carries an assurance about the characteristics that make the product or service unique.

Its Importance Branding is a very powerful component in business. The brand itself tells us or lets us imagine how good or bad the product is even if we’ve never experienced it before! Branding is not only convenient for businesses for repeated customer purchase, but also makes it easier for customers to filter out countless generic items. A Brand gives consumers a reason to buy it and waste less time in choosing.

07

Smart Utilities Brand Guidelines

1.02. Brand Insight

Brand Insight Smart Utilities, India’s ďŹ rst consumer-centric 'integrated utilities' brand delivering smart value and efficiency, is committed to participate in public-private partnership projects across India.

The brand intends to transform the ageing public utility infrastructure into a modern state-of-the-art utility realm. It aims to move towards transforming the utilities landscape and implement an all-in-one utility solution that will deliver an efficient and compact conduct to consumers, thereby providing scalable and affordable utility services for a smarter life.

08

Smart Utilities Brand Guidelines

1.03. Vision

Vision Create India’s most consumer-centric and integrated utility brand, delivering smart value and efficiency.

09

Smart Utilities Brand Guidelines

1.04. Mission

Mission Our mission is to deliver superior and smart value across an integrated utility service chain through innovation and implementation of best global practices.

Our pioneering spirit of entrepreneurship fuelled by our commitment to delight consumers at every touch point, will guide us to build a socially responsible brand that is admired as a model of success in the public-private partnership space.

We endeavour to redeďŹ ne consumer experiences and deliver utility services that are efficient, reliable and environmentally sustainable.

10

Smart Utilities Brand Guidelines

1.05. Brand Value

Brand Value I Simplicity II Genuineness III Efficiency IV Conscientious

11

Smart Utilities Brand Guidelines

1.05. Brand Value

Brand Value I Simplicity DeďŹ nition: Simplicity is about intimately understanding the needs and grievances of our customers and delivering services and solutions that make complex problems look simple.

Delivery: Our tariff structures will be presented in a simpliďŹ ed manner to enable consumers easily understand what they are consuming and what they are paying for. We will provide accurate billing information to consumers; facilitate new connections or resolutions in a simpliďŹ ed manner.

12

Smart Utilities Brand Guidelines

1.05. Brand Value

Brand Value II Genuineness DeďŹ nition: Genuineness is about being true, and maintaining transparency at the core of every interaction with our customers. It demonstrates the clarity and purpose with which we go about conducting our business by keeping it real and open.

Delivery: We will educate consumers about the charges, the regulated tariff structures, highlighting vital information that is commonly presumed that the consumer knows.

13

Smart Utilities Brand Guidelines

1.05. Brand Value

Brand Value III Efficiency DeďŹ nition: We believe that our ďŹ nancial and people resources must be used to their fullest potential.

This is the only way to achieve efficiency and eventually, success in the long run.

Delivery: Efficiency is what will make us deliver the best value for money for our customers and prove our long term commitment in the utility services space.

14

Smart Utilities Brand Guidelines

1.05. Brand Value

Brand Value IV Conscientious Definition: Conscientious is an attitude of believing in principles and doing things that are right with one’s inner sense. It signifies that businesses must operate with ethics and rightful decisions.

Delivery: As a mindful leader in the integrated utility space, we understand our social and environmental responsibilities, and will always act in the larger interest of our society.

15

Smart Utilities Brand Guidelines

1.06. Brand Essence

Happiness that touches every part of your home through everything that we offer you, from service to delivery.

Brand Essence

“A Utility Called Happiness �

16

Smart Utilities Brand Guidelines

1.07. Brand Personality

Brand Personality I Supportive II Trustworthy III Professional IV Righteous

17

Smart Utilities Brand Guidelines

1.07. Brand Personality

Brand Personality I Supportive The brand will be with its customers and employees every step of the way. Based on a deep understanding of their issues, the brand will give them an identity that they can come to trust and follow.

18

Smart Utilities Brand Guidelines

1.07. Brand Personality

Brand Personality II Trustworthy The brand will aim to make every aspect of its working transparent to its customers.

The relationship between the brand and its users will be based on utmost trust and honesty.

19

Smart Utilities Brand Guidelines

1.07. Brand Personality

Brand Personality III Professional The brand is extremely customer-focused and committed to providing a positive user experience, thus giving transformational results and exceeding expectations.

20

Smart Utilities Brand Guidelines

1.07. Brand Personality

Brand Personality IV Righteous Every action of the brand will be ethical and honourable. Customers will be communicated with sincerity, adhering to the principles of right and wrong.

21

Smart Utilities Brand Guidelines

1.08. Brand Architecture

22

Brand Architecture

Brand Values

Brand Essence

Brand Persona

D:\Email\SANGRAM\BRAND GUIDLINES\AI

Simplicity

“Utility Called

Supportive

Genuineness

Happiness”

Righteous

Efficiency

Trustworthy

Conscientious

Professional

2 Brand Identity SECTION

Smart Utilities Brand Guidelines

2.01 Brand identity

Brand Identity The inspiration for this logo identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions -The humble tree.

Naturally, the mnemonics take the varied services of the organization and assume the shape of this forever nurturing creation of nature.

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

25

Smart Utilities Brand Guidelines

2.02. Illustration

26

Illustration Following are the illustration graphics used for Brand Identity of Smart Utilities, symbolizing Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband.

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

Smart Utilities Brand Guidelines

2.03. Brand Identity with Baseline

Brand Identity with Baseline

27

Brand Identity with Group Endorsement

Smart Utilities Brand Guidelines

2.04. Brand Identity in Regional Language

Brand Identity with Baseline in Hindi

28

Brand Identity with Baseline in Marathi

Smart Utilities Brand Guidelines

2.05. Brand Identity on Dark Background

29

Smart Utilities Brand Guidelines

2.06. Brand Identity in Grayscale

30

Grayscale The logo is presented in a grayscale tone which only comprises of shades of black, white and gray

UTILITIES

Smart Utilities Brand Guidelines

2.07. Brand Identity - One Colour

31

One Colour The logo should always appear on a solid background and never on top of a photograph or pattern.

UTILITIES

Smart Utilities Brand Guidelines

Technical Drawing Technical drawing of the logo showcases the proportions and spacing of all the logo elements.

2.08. Brand Identity - Technical Drawing

32

Smart Utilities Brand Guidelines

2.09. Brand Identity with Service Descriptor

33

Service Descriptor Smart Utilities Brand Identity with its ďŹ ve service descriptors i.e Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband in English with group endorsements baseline.

UTILITIES

Power Distribution

UTILITIES

Cable & Broadband

UTILITIES

Water Distribution

UTILITIES

City Gas Distribution

UTILITIES

Solid Waste Management

An Essel Group Enterprise

An Essel Group Enterprise

An Essel Group Enterprise

An Essel Group Enterprise

An Essel Group Enterprise

Smart Utilities Brand Guidelines

2.09. Brand Identity with Service Descriptor

34

Service Descriptor Smart Utilities Brand Identity with its ďŹ ve service descriptors i.e Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband in English with corporate baseline.

Cable & Broadband

City Gas Distribution

Smart Utilities Brand Guidelines

2.09. Brand Identity with Service Descriptor

35

Service Descriptor Smart Utilities Brand Identity with its ďŹ ve service descriptors i.e Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband in Hindi.

AmÂĄa

Smart Utilities Brand Guidelines

2.09. Brand Identity with Service Descriptor

36

Service Descriptor Smart Utilities Brand Identity with its ďŹ ve service descriptors i.e Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband in Marathi.

Am{U

Smart Utilities Brand Guidelines

2.10. Exclusion Zone - Minimum Clear Space Logo

Exclusion Zone - Minimum Clear Space The clear space is measured by the height of ‘Utilities’ in the logo. Whenever possible, use the maximum amount of clear space the layout will allow.

Minimum clear space

Minimum clear space

Minimum clear space Minimum clear space

37

2.10. Exclusion Zone - Minimum Clear Space Logo

Smart Utilities Brand Guidelines

38

Exclusion Zone - Minimum Clear Space The clear space is measured by the height of ‘Utilities’ in the logo. Whenever possible, use the maximum amount of clear space the layout will allow.

U

U

U

U

Minimum clear space

Minimum clear space

U

U

Minimum clear space

U

U

Minimum clear space

Smart Utilities Brand Guidelines

Primary Colour Palette

2.11. Primary Colour Palette

39

Logo Type Colour ASIAN PAINT 8653 Caffeine

Colour plays a prominent role in all of our communications. The following colour palettes are the only colours that may be used. The following misuses of colour should be avoided:

DULUX PAINT chippendale D 50yr 07/162

- Do not introduce any colours into Smart Utilities communications other than those specified.

-Do not calculate CMYK/RGB breakdowns by converting Pantone® colours in software.

C M Y K 50 80 100 70

R G B 60 26 00

Pantone 4625_C

C M Y K 00 00 00 00

R G B 255 255 255

Pantone 00000

Symbol Colour ASIAN PAINT 8085 scarlet

DULUX PAINT bright cherry D 50rr 15/400

C M Y K 00 100 70 00

R G B 237 24 71

Pantone 1925_C

ASIAN PAINT 7741 sporting green

DULUX PAINT inchworm D 10gy 33/525

C M Y K 60 00 100 00

R G B 114 191 68

Pantone 377_C

ASIAN PAINT 7361 morning frost

DULUX PAINT blue note D 86bg 43/321

C M Y K 70 00 00 00

R G B 0 192 243

Pantone 2915_C

ASIAN PAINT 7949 orange appeal

DULUX PAINT golden amber D 00yy 28/650

C M Y K 00 50 100 00

R G B 247 148 30

Pantone 131_C

ASIAN PAINT x138 grape riot

DULUX PAINT razz berries D 14rr 09/333

C M Y K 50 90 00 00

R G B 144 63 152

Pantone 512_C

C M Y K 00 00 00 00

R G B 255 255 255

Pantone 00000

Smart Utilities Brand Guidelines

2.12. Logo Usage

40

Logo Usage To preserve the integrity of the Smart Utilities Brand, please make sure to apply the logo correctly. Altering, distorting or redrawing the logo in any way weakens the power of the image and what it represents. Some common misuses are shown here.

03 Do not change the placement of symbol and typeface

01 Always leave some space to breathe. Use white or neutral background

02 Always use brand colour for reverse logo

04 Do not change the logo proportion

05 Do not change the size and position of symbol of individual entities

06 Do not add embellishments like drop shadow, embossing etc. to logo

Smart Utilities Brand Guidelines

2.12. Logo Usage

41

Improper Logo Usage To preserve the integrity of the Smart Utilities Brand, please make sure to apply the logo correctly. Altering, distorting or redrawing the logo in any way weakens the power of the image and what it represents. Changing the position of the service descriptor must be strictly avoided. Some common misuses are shown here.

09 Do not change the proportion of service descriptor typeface

07 Always leave some breathing space.

Use white or neutral background

08 Always use brand colour for reverse logo

10 Do not change the placement of sub-brand logo

11 Do not use individual symbol

Smart Utilities Brand Guidelines

2.13. Logo Treatments

42

Logo Treatments

To preserve the integrity of the Smart Utilities Brand, please make sure that the logo is presented correctly on various printing surfaces such as canopies, fabric, etc. Altering, distorting or redrawing the logo in any way, weakens the power of the image and what it represents. Below are some examples of how the logo can be used for the maximum impact.

Print Ad

Merchandise

Canopie

Co-Branding Usage

2.14. Co-Branding Usage

43

01 Smart Utilities logo with Co-brand at 50% of the Smart Utilities logo - Vertical logo

When using a co-branded logo with the Smart Utilities logo, the size and visual presence of the logo must be between 50% to 75% of the Smart Utilities logo.

U U

U U 1/2 of Smart Utilities logo height

U 2 times of minimum clear space

02 Smart Utilities logo with Co-brand at 50% of the Smart Utilities logo - Horizontal logo

U U

U U 1/2 of Smart Utilities logo width

U

Smart Utilities Brand Guidelines

2 times of minimum clear space

Smart Utilities Brand Guidelines

2.14. Co-Branding Usage

Co-Branding Usage To preserve the integrity of the Smart Utilities Brand, please make sure to apply the logo correctly.

01 Smart Utilities logo with co brand logo on white

02 Smart Utilities logo with co brand logo on darker background

44

2.14. Co-Branding Usage

Co-Branding Usage Position

U U

U U

U U U

U

To preserve the integrity of the Smart Utilities Brand, the co-branded logo should always be positioned centered to the height or the width of the Smart Utilities logo as illustrated.

45

U U

Smart Utilities Brand Guidelines

2.15. Coloured & Busy Background Usage

Smart Utilities Brand Guidelines

46

Coloured Background Usage The logo should be used on backgrounds where there is sufficient contrast between the logo and the background.

UTILITIES Khushiyan Zindagi Mein

Power Distribution

01 Always use white for lighter colour background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

02 Always use brown for darker colour background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

04 If background colour of individual entity is used then our logo should always be in one colour i.e white

UTILITIES Khushiyan Zindagi Mein

Power Distribution

03 Wherever possible, avoid using the logo on a black background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

05 If background colour of individual entity is used then our logo should always be in one colour i.e white

UTILITIES Khushiyan Zindagi Mein

Power Distribution

06 Random usage of any colour should be avoided

UTILITIES Khushiyan Zindagi Mein

Power Distribution

07 Avoid using individual entity logo colour as background colour and our logo over it

UTILITIES Khushiyan Zindagi Mein

Power Distribution

08 Random usage of any colour should be avoided

2.15. Coloured & Busy Background Usage

Smart Utilities Brand Guidelines

47

Tonal Coloured Background Usage

0%

40%

80%

UTILITIES Khushiyan Zindagi Mein

01 Logo usage on backgrounds lighter than 40% tonal value is recommended

UTILITIES Khushiyan Zindagi Mein

Power Distribution

04 Logo usage on backgrounds lighter than 40% tonal value is recommended

Power Distribution

02 The use of the logo on backgrounds heavier than 40% and lighter than 80% tonal value should be avoided

UTILITIES Khushiyan Zindagi Mein

Power Distribution

05 The use of the logo on backgrounds heavier than 40% and lighter than 80% tonal value should be avoided

100%

UTILITIES Khushiyan Zindagi Mein

Power Distribution

03 Logo usage on backgrounds darker than 80% tonal value is recommended

UTILITIES Khushiyan Zindagi Mein

Power Distribution

06 Logo usage on backgrounds darker than 80% tonal value is recommended

Smart Utilities Brand Guidelines

2.15. Coloured & Busy Background Usage

48

Busy Background Usage

01 The logo should be used on backgrounds where there is sufficient contrast between the logo and the background

Logo should always be used with white background and minimum clear space while using against busy background.

02 In case the logo is used against an image, the image shouldn’t be too cluttered

UTILITIES

03 The logo usage against an image on a very busy background should be avoided

UTILITIES

04 The logo should not be used on multi coloured backgrounds

UTILITIES

2.16. Minimum Size Logo

Smart Utilities Brand Guidelines

Minimum Size The Smart Utilities logo must not appear smaller than 2.5 cm height in any printed applications and 80 pixels height in screen-based applications.

For Print

Minimum size Height 2.5 cm

For Web

Minimum size Height 80 px

49

2.16. Minimum Size Logo

Smart Utilities Brand Guidelines

Minimum Size The Smart Utilities logo must not appear smaller than 2.5 cm height in any printed applications and 80 pixels height in screen-based applications.

For Print

Minimum size Height 2.5 cm

For Web

Minimum size Height 80 px

50

Smart Utilities Brand Guidelines

2.17. Typeface – English, Hindi & Marathi

51

Typeface - English Typography is an important component of our design system that creates a distinctive style for our communications, when applied consistently across the entire range of our brand and marketing communications. Typography will help to unify the appearance of all Smart Utilities materials, and help our audiences to recognize and become familiar with our Brand Identity. The Smart Utilities typeface is called Sansation. It is a contemporary, highly legible typeface.

Aa Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*) 0123456789

(.,:;?!@#$%^&*) 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

(.,:;?!@#$%^&*) 0123456789

(.,:;?!@#$%^&*) 0123456789

Sansation Regular and Sansation Regular Italic

Sansation Bold and Sansation Bold Italic

Smart Utilities Brand Guidelines

2.17. Typeface – English, Hindi & Marathi

52

Typeface - Hindi & Marathi Typography is an important component of our design system and creates a distinctive style for our communications. When applied consistently across the entire range of our brand and marketing communications. Typography will help to unify the appearance of all Smart Utilities materials, and help our audiences to recognize and become familiar with our Brand Identity. The Smart Utilities Hindi and Marathi typeface is called Shree Dev 0714E. It is a contemporary, highly legible typeface.

A Am B B© C D E Eo Amo Am¡ A§ A… H I J K L M N O P Äm QRSTUVWXYZn\ ~^_ `abdefghijk (m [ q r s t w x y z p o | ¡ } § … %) 0123456789 Shree Dev 0714 Shree Dev 0714E

SECTION

3

Corporate Identity Application

Corporate Stationery

3.01. Stationery

Smart Utilities Brand Guidelines

57

Visiting Card Please use the following illustrated guidelines when typesetting business cards of personnel in various departments.

Font: Sansation Regular & Sansation Bold

W 9.2cm W 9.2cm 0.75cm

0.5cm

2.75cm

1.45cm

0.5cm

0.75cm 0.9cm

2.5cm

Essel Utilities Distribution Company Limited

H 5.4cm

513/A, 5th Floor, Kohinoor City Kirol Road L.B.S. Marg, Kurla (W), Mumbai 400 070

H 5.4cm

Kamal Maheshwari President - Operations M: +91 9819 9999 99 E : kamal.m@utility.esselgroup.com

1.2cm

www.smartutilities.com 0.5cm

Front

1.7cm

T: +91 22 6601 2323 F: +91 22 6601 2300

0.75cm Back

0.6cm

Smart Utilities Brand Guidelines

3.01. Stationery

58

Visiting Card- Production Guidelines Please use the following guidelines for print production Paper: Natural Evolution 280 gsm / 300 gsm Sinnar Art card Matt paper

Font: Sansation bold Pointsize : 7 point Leading : 7.5 Spacing : 00 Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City Kirol Road L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 F: +91 22 6601 2300

Kamal Maheshwari President - Operations M: +91 9819 9999 99 E : kamal.m@utility.esselgroup.com

Front

Font: Sansation bold Pointsize: 9 point Leading: 9 Spacing: 00 Font: Sansation regular Pointsize: 7 point Leading: 9 Spacing: 00

www.smartutilities.com

Back

Font: Sansation regular Pointsize: 8 point Leading: 9 Spacing: 00

Font: Sansation regular Pointsize : 7 point Leading : 7.5 Spacing : 00

3.01. Stationery

Smart Utilities Brand Guidelines

59

Envelope Please use the following illustrated guidelines when typesetting the envelopes for Smart Utilities.

Font: Sansation Regular & Sansation Bold

W 9.5 inches

W 1.25 inches

1.45 cm

1.5 cm

H 4.5 inches

2.75 cm

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018 0.75 cm

3 cm

1.5 cm

1.5 cm 0.8 cm

3.01. Stationery

Smart Utilities Brand Guidelines

60

Envelope - Production Guidelines Please use the following guidelines for print production Paper: 100 gsm Berga paper / 100 gsm Alabaster

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com

Font: Sansation bold Pointsize : 8.5 point Leading : 12.5 Spacing : 00

Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018

Font: Sansation regular Pointsize : 8.5 point Leading : 11 Spacing : 00 Font: Sansation bold Pointsize : 9 point Leading : 10.8 Spacing : 00

Font: Sansation regular Pointsize : 8.5 point Leading : 12.5 Spacing : 00

Smart Utilities Brand Guidelines

3.01. Stationery

61 3.7 cm

Letterhead

0.54 cm

Please use the following illustrated guidelines when typesetting the letterheads for Smart Utilities.

Font: Sansation Regular & Sansation Bold

3.5 cm

H 29.7cm

1.3 cm

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com 1.5 cm

Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018

0.6 cm

1.2 cm

CIN No.: 000000000000000000000 1 cm

W 21 cm

Smart Utilities Brand Guidelines

3.01. Stationery

62

Letterhead - Production Guidelines Please use the following guidelines for print production Paper: 100 gsm Berga paper / 100 gsm Alabaster

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018 CIN No.: 000000000000000000000

Font: Sansation bold Pointsize : 9.5 point Leading : 12.5 Spacing : 00 Font: Sansation regular Pointsize : 9.5 point Leading : 12.5 Spacing : 00

3.01. Stationery

Smart Utilities Brand Guidelines

63

Letterhead

A company's stationery plays a vital role in communicating the brand image.

Owing to a perfect layout and design, our stationery communicates an image that is consistent and organized.

[Date]

Visitiing Card

[Name, Company And Address, Ex. Tom Atkinson Comany Inc. 14 Edith Street, Hackney West, Zip Post Code]

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City Kirol Road L.B.S. Marg, Kurla (W), Mumbai 400 070

Kamal Maheshwari President- Operations

T: +91 22 6601 2323 F: +91 22 6601 2300

M: +91 9819 9999 99 E : kamal.m@utility.esselgroup.com

www.smartutilities.com

Front

Dear [Name, Ex. Tom Atkinson], Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.

Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim.

Back

Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt.

Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus.

Envelope

Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum.

Aenean imperdiet. Etiam ultricies nisi vel augue. Curabitur ullamcorper ultricies nisi.

Nam eget dui. Etiam rhoncus. Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id, lorem. Maecenas nec odio et ante tincidunt tempus. Donec vitae sapien ut libero venenatis faucibus. Nullam quis ante. Etiam sit amet orci eget eros faucibus tincidunt. Duis leo. Sed fringilla mauris sit amet nibh. Donec sodales sagittis magna. Sed consequat, leo eget bibendum sodales, augue velit cursus nunc, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.

Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus.

Thanking You,

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com

Essel Utilities Distribution Company Limited 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 T: +91 22 6601 2323 | F: +91 22 6601 2300 | www.smartutilities.com

Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018

Regd. off. : 135, Continental Building, 2nd Floor, Dr. Annie Besant Road, Worli, Mumbai 400 018

CIN No.: 000000000000000000000

Front

Smart Utilities Brand Guidelines

3.01. Stationery

64

ID Cards Shown here are the illustrated guidelines for the ID cards that will be allotted to all Smart Utilities personnel.

Font: Sansation Regular & Sansation Bold

W 5.5 cm 0.5 cm

1.75 cm

W 5.5 cm 1.5 cm

0.5 cm

0.5 cm

IDENTITY CARD

0.5 cm

1. For security & IndentiďŹ cation purpose this card must be worn by the holder while on duty.

PERSONAL DETAILS:

Dummy Name 9892 9892 01 B+ Blood Group 3.5 cm

H 8.5 cm

Photo

2 cm

35 Years

1.8 cm

2. Loss or theft of this card must be reported immediately to Contractor Company Name.

DEPARTMENT:

Research and Development Emergency contact:

VALID TILL:

98989 89898

31st March 2014

2 cm

0.2 cm

Pan India Utilities Distribution Co. Ltd.

Front

2 cm

If found please return to: Pan India Utilities Distribution Co. Ltd. 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Near Phoenix Mall, Mumbai 400 070 T: +91 1860 2665 050 Back

1 cm

1.2 cm

Smart Utilities Brand Guidelines

3.02. Lanyard

65

Lanyard Shown here are the illustrated guidelines for the Smart Utilities Lanyard

3.67 cm

An Essel Group Enterprise

An Essel Group Enterprise

2.5 cm

1.75 cm

1.2 cm

3.03. PPT Template

Smart Utilities Brand Guidelines

66

PPT Template This template shall be used for all corporate Smart Utilities presentation. A ďŹ xed, designed templates such as this one communicates uniformity and consistency in the brand image.

Heading/ Headline

16:9

UTILITIES An Essel Group Enterprise

Annual Smart Meet 2013

UTILITIES

Annual Smart Meet 2013

An Essel Group Enterprise

Heading/ Headline

4:3

UTILITIES An Essel Group Enterprise

Annual Smart Meet 2013

UTILITIES An Essel Group Enterprise

Smart Utilities Brand Guidelines

3.04. Emailer

67

Emailer Template Smart Speak & Smart Connect Smart Connect is an initiative which encompasses of all internal communication facets like mailers, which should be kept unaltered in all communications

Smart Speak

Smart Connect

July 2013

July 2013

Headline to place here, dummy copy

Headline to place here, dummy copy

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque in aliquet ipsum, quis faucibus massa.

Nunc vel velit et neque volutpat congue a eu turpis. In malesuada, nulla eu blandit cursus, dolor lectus aliquam lectus, ac fringilla enim erat eu mauris. Praesent faucibus vehicula nisi et ultrices. Vestibulum egestas consequat massa, a ultrices massa laoreet a. Mauris ac mauris eu sapien mattis vehicula. Nunc at mi non augue ultricies pellentesque at et lectus. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Sed et diam tortor. Phasellus augue lectus, dictum vel sapien ac, fringilla gravida est. Vestibulum ut nibh at nisi mattis imperdiet. Etiam sed libero lobortis, porta lorem eget, tempor massa. Proin venenatis luctus leo, at ullamcorper velit dapibus a. Ut iaculis diam non diam interdum, non ultrices nunc mattis. Praesent imperdiet dui erat, eget luctus est tempor eu. Nunc ut fringilla ligula, eget lacinia purus. Suspendisse potenti. Sed tristique et mauris id egestas. Integer a velit vel erat tempus interdum ac sit amet turpis.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque in aliquet ipsum, quis faucibus massa.

Nunc vel velit et neque volutpat congue a eu turpis. In malesuada, nulla eu blandit cursus, dolor lectus aliquam lectus, ac fringilla enim erat eu mauris. Praesent faucibus vehicula nisi et ultrices. Vestibulum egestas consequat

For more: Call 9820 9820 00 / Email: info@smartutiltities.com

Smartly Yours, Chief Editor - Mayur

www.smartutilities.com

massa, a ultrices massa laoreet a. Mauris ac mauris eu sapien mattis vehicula. Nunc at mi non augue ultricies pellentesque at et lectus. Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Smartly Yours, Chief Editor - Mayur

www.smartutilities.com

Smart Utilities Brand Guidelines

3.05. Poster

68

Poster To preserve the integrity of the Smart Utilities Brand, please make sure to apply the speciďŹ cations correctly for branding at office spaces.

Size: A3

Brand Identity

Brand Value

Brand Identity

Simplicity

Simplicity is about intimately understanding the needs and grievances of our customers and delivering services and solutions that make complex problems look simple.

The inspiration for this logo identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions. The humble tree.

Naturally, the mnemonic covers the varied services of the organization and assumes the shape of this forever nurturing creation of nature.

Power Distribution

Piped Gas Supply

Water Distribution

Cable & Broadband

Solid Waste Management

Smart Utilities Brand Guidelines

3.06. Badge

69

Badge Shown here are the illustrated guidelines that should be followed when typesetting Smart Utilities badges in English and Hindi.

UTILITIES An Essel Group Enterprise

Badge 2.5 X 2.5 inch (Round)

Badge 2.5 X 2.5 inch (Round)

Smart Utilities Brand Guidelines

Tent Card Shown here is the illustrated tent card for Smart Utilities with the corporate logo in Hindi and English.

Size: A5

3.07. Tent Card

70

Smart Utilities Brand Guidelines

Corporate Folder Shown here is the Smart Utilities corporate folder that encompasses the company’s brand values and showcasing everything the organization stands by.

3.08. Corporate Folder

71

3.09. Corporate Event Standee

Smart Utilities Brand Guidelines

Corporate Event Standee

72

3’

3’

Shown here are Smart Utilities Corporate Event Standees. It is imperative for the copy or content in the standee to be 1 to 1.5 feet above the ground level for maximum effectiveness.

1.6’ 0.5’

6’

6’ 1.4’

City Gas Distribution Cable & Broadband

1’

1.1’

Smart Utilities Brand Guidelines

Press Backdrop Please make sure to use the provided checkered corporate backdrop, created especially for media events such as press conferences.

3.10. Press Backdrop

73

Smart Utilities Brand Guidelines

Press Backdrop Please make sure to use the provided checkered corporate backdrop, created especially for media events such as press conferences.

3.10. Press Backdrop

74

4 Power Distribution SECTION

Smart Utilities Brand Guidelines

4.01. Brand Identity

Brand Identity The inspiration for this logo identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions -The humble tree.

Naturally, the mnemonics take the varied services of the organization and assume the shape of this forever nurturing creation of nature

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

77

Smart Utilities Brand Guidelines

4.01. Brand Identity

78

Illustration Following are the illustration graphics used for Brand Identity of Smart Utilities, symbolizing Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband.

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

4.01. Brand Identity

Smart Utilities Brand Guidelines

79

Power Distribution logo in English

UTILITIES Khushiyan Zindagi Mein

Power Distribution

Brand Identity with Baseline

Brand Identity with Group Endorsement

Smart Utilities Brand Guidelines

4.01. Brand Identity

80

Power Distribution logo in Hindi & Marathi

Brand Identity with Baseline in Hindi

Brand Identity with Baseline in Marathi

4.02. Coloured Background Usage

Smart Utilities Brand Guidelines

81

Coloured Background Usage The logo should be used on backgrounds where there is sufficient contrast between the logo and the background.

UTILITIES Khushiyan Zindagi Mein

UTILITIES Khushiyan Zindagi Mein

Power Distribution

UTILITIES Khushiyan Zindagi Mein

Power Distribution

01

06

Always use white for lighter colour background

Random usage of any colour should be avoided

Power Distribution

UTILITIES Khushiyan Zindagi Mein

Power Distribution

UTILITIES Khushiyan Zindagi Mein

Power Distribution

02

03

07

Always use brown for darker colour background

Wherever possible, avoid using the logo on a black background.

Avoid using individual entity logo colour as background colour and our logo over it

UTILITIES Khushiyan Zindagi Mein

Power Distribution

UTILITIES Khushiyan Zindagi Mein

Power Distribution

UTILITIES Khushiyan Zindagi Mein

Power Distribution

04

05

08

If background colour of individual entity is used then our logo should always be in one colour i.e white

If background colour of individual entity is used then our logo should always be in one colour i.e white

Random usage of any colour should be avoided

Stationery

4.03. Stationery

Smart Utilities Brand Guidelines

85

Power Distribution - Visiting Card Please use the following illustrated guidelines when typesetting Smart Utilities Power Distribution business cards.

Font: Sansation Regular & Sansation Bold

W 9.2cm

W 9.2cm 4.75cm

0.5cm

1.45cm

0.5cm

0.75cm 0.9cm

2.5cm H 5.4cm

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee)

H 5.4cm

Sanjay Kumar Associate Vice president, Operations M: +91 7070 099001 E: sanjay.kumar@utility.esselgroup.com

C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120

T: +91 0621 2252 082 1cm www.smartutilities.com 0.5 cm

Front

1.7 cm

0.75cm Back

0.48cm

4.03. Stationery

Smart Utilities Brand Guidelines

86

Visiting Card - Production Guidelines Please use the following guidelines for print production.

Paper: Natural Evolution 280 gsm / 300 gsm Sinnar Art card Matt paper

Font : Sansation bold Pointsize : 7 point Leading : 7.5 Spacing : 00 Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120

Sanjay Kumar

Front

Associate Vice President, Operations

T: +91 0621 2252 082

M: +91 70700 99001 E : sanjay.kumar@utility.esselgroup.com

www.smartutilities.com

Font : Sansation bold Pointsize : 9 point Leading : 9 Spacing : 00 Font : Sansation bold Pointsize : 7 point Leading : 9 Spacing : 00

Back

Font : Sansation regular Pointsize : 8 point Leading : 9 Spacing : 00

Font : Sansation regular Pointsize : 7 point Leading : 7.5 Spacing : 00

4.03. Stationery

Smart Utilities Brand Guidelines

87

Power Distribution - Envelope Please use the following illustrated guidelines when typesetting Smart Utilities Power Distribution envelopes.

Font: Sansation Regular & Sansation Bold

W 9.5 inches

W 1.25 inches

1.45 cm

1.5 cm

H 4.5 inches

2.75 cm

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 | T: +91 0621 2252 082 | www.smartutilities.com

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 0.75 cm

5 cm

1.5 cm

1.5 cm 0.8 cm

4.03. Stationery

Smart Utilities Brand Guidelines

88

Envelope - Production Guidelines Please use the following guidelines for print production.

Paper: 100 gsm Berga paper / 100 gsm Alabaster

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 | T: +91 0621 2252 082 | www.smartutilities.com

Font : Sansation bold Pointsize : 8.5 point Leading : 12.5 Spacing : 00

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070

Font : Sansation regular Pointsize : 8.5 point Leading : 11 Spacing : 00 Font : Sansation bold Pointsize : 9 point Leading : 10.8 Spacing : 00

Font : Sansation regular Pointsize : 8.5 point Leading : 12.5 Spacing : 00

Smart Utilities Brand Guidelines

4.03. Stationery

89 5.4 cm

0.54 cm

Power Distribution - Letterhead

3 cm

Please use the following illustrated guidelines when typesetting Smart Utilities Power Distribution letterheads.

Font: Sansation Regular & Sansation Bold

H 29.7cm

1.3 cm

1.5 cm

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 T: +91 0621 2252 082 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

0.69 cm

1.2 cm

1 cm W 21 cm

Smart Utilities Brand Guidelines

4.03. Stationery

90

Letterhead - Production Guidelines Please use the following guidelines for print production.

Paper: 100 gsm Berga paper / 100 gsm Alabaster

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 T: +91 0621 2252 082 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

Font : Sansation bold Pointsize : 9.5 point Leading : 12.5 Spacing : 00 Font : Sansation regular Pointsize : 9.5 point Leading : 12.5 Spacing : 00

4.03. Stationery

Smart Utilities Brand Guidelines

91

Letterhead

Owing to a perfect layout and design, our stationery communicates an image that is consistent and organized.

Visiting card

UTILITIES An Essel Group Enterprise

Power Distribution

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332

(P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120

Sanjay Kumar

T: +91 0621 2252 082

Associate Vice president, Operations M: +91 7070 099001

www.smartutilities.com

E : sanjay.kumar@utility.esselgroup.com

Front

Back

Envelope

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 | T: +91 0621 2252 082 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 T: +91 0621 2252 082 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

Smart Utilities Brand Guidelines

4.03. Stationery

92

ID Cards Shown here are the illustrated guidelines for Smart Utilities - Power Distribution personnel ID cards.

Font: Sansation Regular & Sansation Bold W 5.5cm

W 5.5cm 1.5 cm

0.5cm

1.9 cm

0.5cm

1.85cm

IDENTITY CARD

1. For security & IndentiďŹ cation purpose this card must be worn by the holder while on duty.

PERSONAL DETAILS:

1.8 cm

Dummy Name 9892 9892 01

Photo

B+ Blood Group 3.5cm

2 cm

1.8 cm

2. Loss or theft of this card must be reported immediately to Contractor Company Name.

35 Years DEPARTMENT:

Research and Development 1 cm

Emergency contact:

VALID TILL:

98989 89898

31st March 2014

UTILITIES

1.2 cm

Power Distribution

2 cm

If found please return to: Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (NBPDCL Distribution Franchisee) C/o Pandey Motors Pvt. Ltd. Plot no.1324, 1332 (P) 1st Floor, NH - 28, Near Gobarshi Square, New Bhagwanpura, Muzaffarpur 843 120 T: +91 0621 2252 082

An Essel Group Enterprise

Essel Vidyut Vitaran (Muzaffarpur) Pvt. Ltd. (MPPKVVCL Distribution Franchisee)

Front

3.5 cm

Back

1 cm

1.4 cm

Smart Utilities Brand Guidelines

4.04. Lanyard

93

Lanyard Shown here are the illustrated guidelines for Smart Utilities - Power Distribution Lanyard.

1.75 cm

An Essel Group Enterprise

1 cm

An Essel Group Enterprise

1.75 cm

1.2 cm

Smart Utilities Brand Guidelines

4.05. PPT Template

PPT Template - Power Distribution This template shall be used for all presentations. A ďŹ xed, designed template such as this one communicates uniformity and consistency in the brand image.

16:9

4:3

94

Smart Utilities Brand Guidelines

Form

4.06. Form

2.63 cm

Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart Utilities Power Distribution Form

A4

95

Smart Utilities Brand Guidelines

4.07. Leaflet

96

Leaflet Please use the following illustrated guidelines and specifications when translating & typesetting Smart Utilities- Power Distribution Leaflet

3.66 cm

2.63 cm

3 cm

1.95 cm A4

A4

A3

4.08. Power Bill

Smart Utilities Brand Guidelines

97

Power Bill Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart UtilitiesPower Distribution Bill

2.63 cm

A4 front

A4 Back

Smart Utilities Brand Guidelines

4.09. Tender Ad

98

Tender Ad Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart UtilitiesPower Distribution Tender Ad

0.586 cm

0.8092 cm

Above the Line (ATL)

Smart Utilities Brand Guidelines

4.10.1. Print Ad 0.8 cm

Print Ad

101

14.5 cm

2 cm

The ratios and proportions in the ad layout need to be followed at all given points 16x25cm - 400sq.cm. The basic fundamentals that constitute a Power Distribution print ad includes, ratios and proportions in the ad layout, the same needs to be followed at all given points.

16x25 cm -400 sq.cm, the colour (red) & the font Sansation (English), Shree Dev (Hindi) should be used as speciďŹ ed in the manual.

13.5 cm

49% space of the design layout to be allocated for image

5.5 cm

2.5 cm

0.8 cm

Vertical

Smart Utilities Brand Guidelines

4.10.1. Print Ad

102

Print Ad The ratios and proportions in the ad layout needs to be followed at all given points Half page ad 32.5 x 25 cm 49% space of the design layout to be allocated for image

1 cm

30.5 cm

2.7 cm

13 cm

9.5 cm 4 cm

Smart Utilities Brand Guidelines

4.10.2. Hoarding

103

Hoarding The ratios and proportions in the ad layout needs to be followed at all given points 1x1 The basic fundamentals that constitute a Power Distribution OOH includes, ratios and proportions in the given layout.

The colour (Red) & the font Sansation (English), Shree Dev (Hindi) should be used as speciďŹ ed in the manual for all communications.

5%

60%

20%

4.10.2. Hoarding

Smart Utilities Brand Guidelines

104

Hoarding The ratios and proportions in the ad layout needs to be followed at all given points 2x1 45%

15%

Visual Identity System for CSD Centre & Offices

Smart Utilities Brand Guidelines

Layout Plan

4.11.1. Layout Plan

107

Smart Utilities Brand Guidelines

View 1 Fascia Branding

4.11.2. Environment Branding

108

Smart Utilities Brand Guidelines

View 2 Enquiry & Payment Windows

4.11.2. Environment Branding

109

Smart Utilities Brand Guidelines

4.11.2. Environment Branding

View 3 Embossed Plaster Frame, Rectangular.

Main Lobby

110

Smart Utilities Brand Guidelines

4.11.2. Environment Branding

View 4 Embossed Plaster Frame, Rectangular.

Main Lobby

111

Smart Utilities Brand Guidelines

View 5 Bill Sudhaar

4.11.2. Environment Branding

112

Smart Utilities Brand Guidelines

View 6 Payment Collection Room

4.11.2. Environment Branding

113

Smart Utilities Brand Guidelines

View 7 Finance & Account Manager

4.11.2. Environment Branding

114

Smart Utilities Brand Guidelines

View 8 ONM Department

4.11.2. Environment Branding

115

Smart Utilities Brand Guidelines

View 9 EDP

4.11.2. Environment Branding

116

Smart Utilities Brand Guidelines

Gate & Boundary Wall Design

4.11.3. Gate Boundary Wall

117

Smart Utilities Brand Guidelines

Material Palette

4.11.4. Material Palette

118

Smart Utilities Brand Guidelines

4.11.5. DĂŠcor Guideline

119

Decor Guideline Seating

For Officers Merryfair Fulkrum Range

For Staff

For Visitor

Merryfair Fulkrum Range

Merryfair Fulkrum Range

Smart Utilities Brand Guidelines

4.11.5. Décor Guideline

120

Decor Guideline Tables

GODREJ

GODREJ

Model - Work

Model - Ideate

Smart Utilities Brand Guidelines

4.11.5. Décor Guideline

121

Decor Guideline Lighting & Fixtures

PHILIPS Model - TCS306 1xTL-D36W IC

HAVELLS Model - Swing

HAVELLS Model - SS 390 BIANCO

Smart Utilities Brand Guidelines

4.11.5. Décor Guideline

122

Decor Guideline Bathroom Fixtures

PARRYWARE Model - Qube X C844T (500x485)

PARRYWARE Model - Cardiff 6/3 litre dual flush

VOLTAS Model - full stainless steel 20/40

PARRYWARE Model - Niagare

Smart Utilities Brand Guidelines

4.11.6. Master Head & Footer - English & Hindi

Master Head & Footer - English & Hindi

MUZAFFARPUR VIDYUT VITARAN PVT. LTD. (Distribution franchisee of NBPDCL, Muzaffarpur) Power House Chowk, Opp Circuit House, Maripur, Muzaffarpur, Bihar - 842001 CGRF Office: NBPDCL General Manager, NBPDCL Compound, Bhagwanpur Chowk, Muzaffarpur - 842003. Ph. no.: 0621-2250706

MUZAFFARPUR VIDYUT VITARAN PVT. LTD. (Distribution franchisee of NBPDCL, Muzaffarpur)

For help/enquiry, call 24x7 helpline 0621 3031444 or email: reachus.muzpower@utility.esselgroup.com

_wOâ\$anwa {dÚwV {dVaU àm. {b.

(EZ ~r nr S>r gr Eb, _wOâ\$anwa {dVaU \«| MmBOr)

nmda hmCg Mm¡H$, g{H©$Q> hmCg Ho$ gm_Zo, _marnwa, _wOâ\$anwa, {~hma - 842001 grOrAmaE\$ H m`m©b` - EZ~rnrS>rgrEb OZab _¡ZoOa, EZ~rnrS>rgrEb H§$nmD§$S>, ^JdmZnya Mm¡H$, _wOâ\$anwa - 842003. Xya^mf H«$.0621-2250706

_wOâ\$anwa {dÚwV {dVaU àm. {b.

(EZ ~r nr S>r gr Eb, _wOâ\$anwa {dVaU \«| MmBOr) h_| reachus.muzpower@utility.esselgroup.com na {bIo `m 24 K§Q>o hoënbmBZ 0621 3031444 na H$m°b H$a|.

123

Signage

4.12.1. Window Signage

Smart Utilities Brand Guidelines

127

Graphic Window Signage

Payments

Enquiry 4x1

Payments

4x1

Enquiry 3x1

Payments

3x1

Enquiry 2x1

Payment Window Signage

2x1

Enquiry Window Signage

Smart Utilities Brand Guidelines

4.12.1. Window Signage

128

Window Signage Template Please use the following illustrated guidelines when translating and typesetting Smart Utilities Power Distribution window signages for payment and enquiry.

10.16 cm

1x4

2.54 cm

1.59 cm

Payments

1.71 cm

1.79 cm 2.29 cm

7.62 cm

1x3

2.54 cm

1.59 cm

Payments 0.68 cm

1.71 cm

1.79 cm

2.33 cm 3.49 cm

1x2

1.55 cm

2.54 cm

Payments 0.68 cm

2.31 cm

1.60 cm

1.45 cm

4.12.2. Door Signage

Smart Utilities Brand Guidelines

129

Door Signage

Meter Related Complaints

Diary Section

Office

Commercial Manager

Meter Reading

Conference Room

Finance & Accounting

Smart Utilities Brand Guidelines

4.12.2. Door Signage

130

Door Signage Template Please use the following illustrated guidelines when translating and typesetting Smart Utilities Power Distribution door signages.

1.66 cm

0.37 cm 0.39 cm

1.13 cm

Meter Related Complaints

16 cm

3.31 cm

Smart Utilities Brand Guidelines

4.12.3. Graphic Signage

131

Graphic Signage 2.5 X 1 ratio

Smart Utilities Brand Guidelines

4.12.4. Cheque Drop Box

132

Cheque Dropbox Template Shown here are illustrated guidelines to be followed when typesetting and translating the signage for Smart Utilities Power Distribution Cheque Drop Box.

2 cm 0.53 cm

7.30 cm

1.52 cm

1.52 cm

Cheque Drop Box

Cheque Drop Box

5 cm

5.26 cm

5 cm

Smart Utilities Brand Guidelines

Office Branding Posters Environmental Graphics Size: A2

4.12.5. Environmental Graphics

133

Smart Utilities Brand Guidelines

Sub Station Branding

4.12.6. Sub Station Branding

134

4.12.7. Technical Drawing

Smart Utilities Brand Guidelines

135

Technical Drawing

3x 2x 1x

10x

9x

8x

7x

6x

5x

4x

3x

2x

3x

2x 1x

1x

_wOâ\$anwa {dÚwV {dVaU {b.

(EZ ~r nr S>r gr Eb, _wOâ\$anwa {dVaU \«| MmBOr)

2x 1x

2x 1x

Smart Utilities Brand Guidelines

4.12.8. External Signage

External Signage 1x1

1 x 1.5

1x2

1 x 2.5

136

4.12.8. External Signage

Smart Utilities Brand Guidelines

External Signage 1x3

1 x 3.5

1x4

1 x 4.5

137

Smart Utilities Brand Guidelines

External Signage

1x5

1x6

1x7

4.12.8. External Signage

138

Smart Utilities Brand Guidelines

External Signage

1x8

1x9

1 x 10

4.12.8. External Signage

139

Smart Utilities Brand Guidelines

4.12.8. External Signage

Signage with additional two discom partners

1x2

1x3

140

Below the Line (BTL)

Vehicle Branding

Smart Utilities Brand Guidelines

Vehicle Livery

4.13.1. Vehicle Branding

145

Smart Utilities Brand Guidelines

4.13.1. Vehicle Branding

146

Vehicle Livery Please use the following illustrated guidelines and speciďŹ cations for Vehicle Branding of Smart Utilities - Power Distribution

20%

100%

20%

45%

Event Specimens

Smart Utilities Brand Guidelines

4.13.2. Event Specimens

149

Canopie design Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting the Smart Utilities - Power Distribution Canopies placed at events.

4 x 1 ft

4 x 7 ft

4 x 2 ft

Smart Utilities Brand Guidelines

4.13.2. Event Specimens

150

Service Kiosk Design Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting Smart Utilities - Power Distribution Service Kiosks.

Front

Side

61.7 inch

62.6 inch

26 inch

21 inch

Smart Utilities Brand Guidelines

4.13.2. Event Specimens

151

Promoter’s Desk Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting Smart Utilities - Power Distribution Promoter's Desks at events.

0.5 x 2

7

2x2

Smart Utilities Brand Guidelines

Umbrella Design Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting Smart Utilities - Power Distribution Umbrella's placed at events.

4.13.2. Event Specimens

152

Smart Utilities Brand Guidelines

Press Backdrop Shown here is a corporate checkered backdrop. In this the logo of the parent brand (Essel Group) & the brand extension (Smart Utilities) should be portrayed.

4.13.3. Press Backdrop

153

Smart Utilities Brand Guidelines

Event Backdrop Shown here is the Checkered backdrop to be used for the circle related events. In this the logo of the parent brand (Essel Group), the brand extension (Smart Utilities) and the logo of the Circle should be portrayed.

4.13.4. Event Backdrop

154

Dress Code

Smart Utilities Brand Guidelines

4.14. Dress Code

157

Customer Center - Executive Artwork for T-shirt with black trouser

20% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00

10% logo

C: 70 M: 00 Y: 00 K: 00 C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

Gents - white T-shirt with black gaberdine trousers

Smart Utilities Brand Guidelines

4.14. Dress Code

158

Customer Center - Executive Artwork for T-shirt: back / front / sleeve with power mnemonic

20% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00

10% logo

C: 70 M: 00 Y: 00 K: 00 C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

T-shirt for customer executive: back / front / sleeve with power mnemonic For Sleeves 2.5cm x 1.5cm

Smart Utilities Brand Guidelines

4.14. Dress Code

Customer Center - Executive

Ladies - red saree with brown border, or red cotton kurta with brown salwar and dupatta

159

Smart Utilities Brand Guidelines

4.14. Dress Code

160

Customer Center - Managerial level

Gents - white shirt with black gaberdine trousers

Ladies - red saree with brown border, or red cotton kurta with brown salwar and dupatta

4.14. Dress Code

Smart Utilities Brand Guidelines

161

Badge Design To preserve the integrity of the Smart Utilities Brand, please make sure to apply the speciďŹ cations correctly.

Shown here are the illustrated guidelines for Smart Utilities - Power Distribution Managerial level personnel badges.

7.5 cm

Manager Level

2.25 cm

2.58 cm

Customer Excecutive

3.22 cm

Smart Utilities Brand Guidelines

4.14. Dress Code

162

Field Staff - Meter Readers - Summer Artwork for - OutďŹ t for Summers

30% logo

10% logo

OutďŹ t For Summers Gents - red half sleeve shirt with black gaberdine trousers

Smart Utilities Brand Guidelines

4.14. Dress Code

163

Field Staff - Meter Readers - Winter Artwork for Meter Reader OutďŹ t Summer

30% logo

10% logo

OutďŹ t for Winters Gents - red jacket with black gaberdine trousers

Smart Utilities Brand Guidelines

4.14. Dress Code

164

Field Staff - Meter Readers C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00 C: 70 M: 00 Y: 00 K: 00 C: 50 M: 80 Y: 100 K: 70

White Cap - Front 10% logo

C: 00 M: 50 Y: 100 K: 00

Promotional Activities Artwork for Cap 10% logo

Gents - Cap

Cap - Front

20% logo

Cap - Front

Smart Utilities Brand Guidelines

4.14. Dress Code

165

Field Staff - Operations and Maintenance

Artwork for Helmet

20% logo

20% logo C: 00 M: 100 Y: 70 K: 00

Helmet - Back

Gents - Helmet

Helmet - Front

Smart Utilities Brand Guidelines

4.14. Dress Code

166

Field Staff - Operations and Maintenance

Boiler Suit - Artwork

10% logo

Gents - red boiler suit with brown cuffs and collars, metal toed boots and helmet

Smart Utilities Brand Guidelines

4.14. Dress Code

167

Promotional Activities Artwork for

10% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00 C: 70 M: 00 Y: 00 K: 00

30% logo Gents - white t-shirt with blue/ black denims

C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

5 Water Distribution SECTION

Smart Utilities Brand Guidelines

5.01. Brand Identity

Brand Identity The inspiration for this logo identity is rooted in an entity of nature that nurtures mankind with a seemingly endless chain of solutions -The humble tree.

Naturally, the mnemonics take the varied services of the organization and assume the shape of this forever nurturing creation of nature

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

171

Smart Utilities Brand Guidelines

5.01. Brand Identity

172

Illustration Following are the illustration graphics used for Brand Identity of Smart Utilities, symbolizing Power Distribution, Solid Waste Management, Water Distribution, City Gas Distribution and Cable & Broadband.

Power Distribution

Solid Waste Management

Water Distribution

City Gas Distribution

Cable & Broadband

5.01. Brand Identity

Smart Utilities Brand Guidelines

173

Water Distribution logo in English

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Brand Identity with Baseline

UTILITIES

An Essel Group Enterprise

Water Distribution

Brand Identity with Group Endorsement

Smart Utilities Brand Guidelines

5.01. Brand Identity

174

Water Distribution logo in Hindi & Marathi

Brand Identity with Baseline in Hindi

Brand Identity with Baseline in Marathi

5.02. Coloured Background Usage

Smart Utilities Brand Guidelines

175

Coloured Background Usage The logo should be used on backgrounds where there is sufficient contrast between the logo and the background.

UTILITIES Khushiyan Zindagi Mein

Power Distribution

01 Always use white for lighter colour background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

02 Always use brown for darker colour background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

04 If background colour of individual entity is used then our logo should always be in one colour i.e white

UTILITIES Khushiyan Zindagi Mein

Power Distribution

03 Wherever possible, avoid using the logo on a black background

UTILITIES Khushiyan Zindagi Mein

Power Distribution

05 If background colour of individual entity is used then our logo should always be in one colour i.e white

UTILITIES Khushiyan Zindagi Mein

Power Distribution

06 Random usage of any colour should be avoided

UTILITIES Khushiyan Zindagi Mein

Power Distribution

07 Avoid using individual entity logo colour as background colour and our logo over it

UTILITIES Khushiyan Zindagi Mein

Power Distribution

08 Random usage of any colour should be avoided

Stationery

5.03. Stationery

Smart Utilities Brand Guidelines

179

Water Distribution - Visiting Card Please use the following illustrated guidelines when typesetting Smart Utilities - Water Distribution business card Font: Sansation Regular & Sansation Bold

W 9.2 cm W 9.2 cm

W 9.2 cm 0.5 cm 1.45 cm

0.5 cm

0.75 cm 0.9 cm

2.5 cm

UTILITIES

H 5.4 cm

Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation)

H 5.4 cm

Project Director M: +91 9823 1339 86 E: shreerang.deshpande@utility.esselgroup.com

1.2 cm

www.smartutilities.com 0.5 cm

Front

1.48 cm

Plot no. 1, Sector C- 5, Near PF Office Town Center, N-1, CIDCO, Aurangabad 431 003

Shreerang Deshpande

0.75 cm Back

0.48 cm

5.03. Stationery

Smart Utilities Brand Guidelines

180

Visiting Card - Production Guidelines Please use the following guidelines for print production Paper: Natural Evolution 280 gsm / 300 gsm Sinnar Art card Matt paper

UTILITIES Khushiyan Zindagi Mein

Font: Sansation bold Pointsize : 7point Leading : 7.5 Spacing : 00

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Near PF Office Town Center, N-1, CIDCO, Aurangabad 431 003

Shreerang Deshpande Project Director M: +91 9823 1339 86 E: shreerang.deshpande@utility.esselgroup.com

Front

Font: Sansation bold Pointsize : 9point Leading : 9 Spacing : 00 Font: Sansation regular Pointsize : 7point Leading : 9 Spacing : 10

www.smartutilities.com

Back

Font: Sansation regular Pointsize : 8point Leading : 9 Spacing : 20

Font: Sansation regular Pointsize : 7point Leading : 7.5 Spacing : 10

5.03. Stationery

Smart Utilities Brand Guidelines

181

Water Distribution - Envelope Please use the following illustrated guidelines when typesetting Smart Utilities - Water Distribution envelope Font: Sansation Regular & Sansation Bold

W 9.5 inches

W 1.25 inches

1.45 cm

1.5 cm

H 4.5 inches

2.75 cm

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 l T: +91 0000 0002 000 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 0.75 cm

5 cm

1.5 cm

1.5 cm 0.8 cm

5.03. Stationery

Smart Utilities Brand Guidelines

182

Envelope - Production Guidelines Please use the following guidelines for print production Paper: 100 gsm Berga paper / 100 gsm Alabaster

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 l T: +91 0000 0002 000 | www.smartutilities.com

Font : Sansation bold Pointsize : 8.5 point Leading : 12.5 Spacing : -10

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070

Font : Sansation regular Pointsize : 8.5 point Leading : 11 Spacing : 10 Font : Sansation bold Leading : 10.8 Spacing : 10

Font : Sansation regular Pointsize : 8.5 point Leading : 12.5 Spacing : 00

Smart Utilities Brand Guidelines

5.03. Stationery

183 5.4 cm

0.54 cm

Water Distribution - Letterhead 3 cm

Please use the following illustrated guidelines when typesetting Smart Utilities Water Distribution Letterhead Font: Sansation Regular & Sansation Bold

UTILITIES Khushiyan Zindagi Mein

Water Distribution

H 29.7 cm

1.3 cm

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 T: +91 0000 0002 000 | www.smartutilities.com 1.5 cm

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

0.69 cm

1.2 cm

1 cm W 21 cm

Smart Utilities Brand Guidelines

5.03. Stationery

184

Letterhead - Production Guidelines Please use the following guidelines for print production Paper: 100 gsm Berga paper / 100 gsm Alabaster

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 T: +91 0000 0002 000 | www.smartutilities.com Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

Font : Sansation bold Pointsize : 9.5 point Leading : 12.5 Spacing : 10 Font : Sansation regular Pointsize : 9.5 point Leading : 12.5 Spacing : 10

5.03. Stationery

Smart Utilities Brand Guidelines

185

Letterhead

Owing to a perfect layout and design, our stationery communicates an image that is consistent and organized.

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Visiting Card

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Near PF Office Town Center, N-1, CIDCO, Aurangabad 431 003

Shreerang Deshpande Project Director M: +91 9823 1339 86 E: shreerang.deshpande@utility.esselgroup.com

Front

www.smartutilities.com

Back

Envelope

UTILITIES Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 l T: +91 0000 0002 000 | www.smartutilities.com

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070

Aurangabad City Water Utility Co. Ltd. (Concessionaire for Aurangabad Municipal Corporation) Plot no. 1, Sector C- 5, Town Center Near Prodivent Fond Office,N-1, CIDCO, Aurangabad 431 003 T: +91 0000 0002 000 | www.smartutilities.com

Regd. off. : 513/A, 5th Floor, Kohinoor City, Kirol Road, L.B.S. Marg, Kurla (W), Mumbai 400 070 CIN No.: 000000000000000000000

Smart Utilities Brand Guidelines

5.03. Stationery

186

ID Cards Shown here are the illustrated guidelines for Smart Utilities - Water Distribution personnel ID Card Font: Sansation Regular & Sansation Bold

W 5.5cm

W 5.5 cm 1.5 cm

0.5 cm

0.5 cm

1.85 cm

IDENTITY CARD

1. For security & IndentiďŹ cation purpose this card must be worn by the holder while on duty.

PERSONAL DETAILS:

1.8 cm

Dummy Name 9892 9892 01

Photo

B+ Blood Group 3.5 cm

2 cm

1.8 cm

2. Loss or theft of this card must be reported immediately to Contractor Company Name.

35 Years DEPARTMENT:

Research and Development 1 cm

Emergency contact:

VALID TILL:

98989 89898

31 March 2014 st

2 cm

UTILITIES

1.2 cm

Khushiyan Zindagi Mein

Water Distribution

Aurangabad City Water Utility Company Limited (Concessionaire for Aurangabad Municipal Corporation)

Front

3.5 cm

If found please return to: Aurangabad City Water Utility Company Limited (Concessionaire for Aurangabad Municipal Corporation) Plot No.1, Sector C5, Town Center, Near Provident Fund Office,N-1, CIDCO, Aurangabad 431 003, Maharashtra.

T: 0240 665 500 Back

1 cm

1.4 cm

Smart Utilities Brand Guidelines

5.04. Lanyard

187

Lanyard Shown here are the illustrated guidelines for Smart Utilities - Water Distribution Lanyard Font : Sansation Regular & Sansation Bold

1 cm

An Essel Group Enterprise

An Essel Group Enterprise

1.75 cm

1.2 cm

Smart Utilities Brand Guidelines

5.05. PPT Template

188

PPT Template - Water Distribution This template shall be used for all presentations. A ďŹ xed, designed templates such as this one communicates uniformity and consistency in the brand image.

16:9

UTILITIES Khushiyan Zindagi Mein

Water Distribution UTILITIES Khushiyan Zindagi Mein

4:3

UTILITIES Khushiyan Zindagi Mein

Water Distribution UTILITIES Khushiyan Zindagi Mein

Water Distribution

Water Distribution

Smart Utilities Brand Guidelines

5.06. Form

Form Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart Utilities Water Distribution Form

2.63 cm

Size : A4

189

Smart Utilities Brand Guidelines

5.07. Leaflet

190

Leaflet 3.66 cm

Please use the following illustrated guidelines and specifications when translating & typesetting Smart Utilities Water Distribution Leaflet

2.63 cm

3 cm

1.95 cm

A4 Size

A4 Size

A3 Size

Smart Utilities Brand Guidelines

5.08. Water Bill

191

Water Bill Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart Utilities Water Distribution Bill

11.57 cm

2.63 cm

14 cm

2.5 cm

Size : A4 Front

9.68 cm

Size : A4 Back

5.09. Receipt

Smart Utilities Brand Guidelines

Receipt Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart Utilities Water Distribution Receipt

2.04 cm

Size : A5

192

Smart Utilities Brand Guidelines

5.10. Tender Ad

193

Tender Ad Please use the following illustrated guidelines and speciďŹ cations when translating & typesetting Smart Utilities Water Distribution Tender Ad

0.8798 cm

0.8798 cm

1.1084 cm 1.1084 cm

6 x 10 cm Horizontal & Vertical

Visual Identity System for CSD Centre & Offices

Smart Utilities Brand Guidelines

Layout Plan

5.11.1. Layout Plan

197

Smart Utilities Brand Guidelines

View 1 Fascia Branding

5.11.2. Environment Branding

198

Smart Utilities Brand Guidelines

View 2 Enquiry & Payment Window

5.11.2. Environment Branding

199

Smart Utilities Brand Guidelines

5.11.2. Environment Branding

View 3 Embossed Plaster Frame, Rectangular Main Lobby

200

Smart Utilities Brand Guidelines

View 4 Bill Sudhaar

5.11.2. Environment Branding

201

Smart Utilities Brand Guidelines

View 5 Payment Collection Room

5.11.2. Environment Branding

202

Smart Utilities Brand Guidelines

View 6 Finance & Account Manager

5.11.2. Environment Branding

203

Smart Utilities Brand Guidelines

View 7 ONM Department

5.11.2. Environment Branding

204

Smart Utilities Brand Guidelines

View 8 EDP

5.11.2. Environment Branding

205

Smart Utilities Brand Guidelines

5.11.3. Gate and Boundary Wall Design

Gate and Boundary Wall Design

206

Smart Utilities Brand Guidelines

Material Palette

5.11.4. Material Palette

207

Smart Utilities Brand Guidelines

5.11.5. DĂŠcor Guideline

208

Decor Guidelines Seating

For Officers Merryfair Fulkrum Range

For Staff

For Visitor

Merryfair Fulkrum Range

Merryfair Fulkrum Range

Smart Utilities Brand Guidelines

5.11.5. Décor Guideline

209

Decor Guidelines Tables

GODREJ Model - Work

GODREJ Model - Ideate

Smart Utilities Brand Guidelines

5.11.5. Décor Guideline

210

Decor Guidelines Lighting & Fixtures

PHILIPS Model - TCS306 1xTL-D36W IC

HAVELLS Model - Swing

HAVELLS Model - SS 390 BIANCO

Smart Utilities Brand Guidelines

5.11.5. Décor Guideline

211

Decor Guidelines Bathroom & Fixtures

PARRYWARE Model - Qube X C844T (500x485)

PARRYWARE Model - Cardiff 6/3 litre dual flush

VOLTAS Model - full stainless steel 20/40

PARRYWARE Model - Niagare

Smart Utilities Brand Guidelines

5.11.6. Master Head & Footer - English & Marathi

212

Master Head & Footer - Marathi & English

Am¡aJ§ m~mX {gQ>r dm°Q>a `w{Q>{bQ>r H§$. {b.

Am¡aJ§ m~mX åmhmZJanm{bHm

(Am¡aJ§ m~mX å`w{Z{gnb H m°nmo©ae o Z Ho$ {bE H ÝgoeZm`a) Am¡aJ§ m~mX _hmZJanm{bH m, Q>mCZ hm°b, Am¡aJ§ m~mX - 431001.

AURANGABAD CITY WATER UTILITY CO. LTD. (Concessionaire for Aurangabad Municipal Corporation) Aurangabad Municipal Corporation, Town Hall, Aurangabad - 431001.

UTILITIES Khushiyan Zindagi Mein

Am¡a§Jm~mX {gQ>r dm°Q>a `w{Q>{bQ>r H§$. {b.

Am¡aJ§ m~mX åmhmZJanm{bHm

AURANGABAD CITY WATER UTILITY CO. LTD. (Am¡aJ§ m~mX å`w{Z{gnb H m°nmoa© e o ZgmRr H ÝgoeZm`a) Am¡aJ§ m~mX _hmZJanm{bH m, Q>mCZ hm°b, Am¡aJ§ m~mX - 431001.

AURANGABAD CITY WATER UTILITY CO. LTD. (Concessionaire for Aurangabad Municipal Corporation) For help/enquiry, call 24x7 helpline 0240-6655000 or e-mail: reachus@aurangabadwater.com

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(Am¡aJ§ m~mX å`w{Z{gnb H m°nmo©ae o Z Ho$ {bE H ÝgoeZm`a)

ghm`Vm Ho$ {bE, 24X7 hoënbmBZ 0240-6655000 na H$m°b H$a| `m www.aurangabadwater.com na {d{OQ> H$a|&

Am¡aJ§ m~mX {gQ>r dm°Q>a `w{Q>{bQ>r H§$. {b.

AURANGABAD CITY WATER UTILITY CO. LTD. (Am¡aJ§ m~mX å`w{Z{gnb H m°nmoa© e o ZgmRr H ÝgoeZm`a)

Mm¡H$ergmR>r, 24X7 hoënbmB©Z 0240 6655000 da H$m°b H$am, qH$dm ^oQ> Úm : www.aurangabadwater.com For help/enquiry, call 24x7 helpline 0240-6655000 or e-mail: reachus@aurangabadwater.com

Water Distribution

Signage

Smart Utilities Brand Guidelines

5.12.1. Window Signage

215

Graphic Window Signage

4X1

4X1

3X1

2X1

Payment Window Signage

3X1

2X1

Enquiry Window Signage

Smart Utilities Brand Guidelines

5.12.1. Window Signage

216

Window Signage Template

4.32 cm

Please use the following illustrated guidelines when translating and typesetting Smart Utilities Water Distribution Window Signages for payment and enquiry.

10.16 cm

1x4

2.54 cm

1.59 cm 1.71 cm

1.79 cm 2.29 cm

7.62 cm

1x3

2.54 cm

1.59 cm 1.71 cm

0.68 cm

1.79 cm

2.33 cm 3.49 cm

1x2

2.54 cm

1.55 cm 1.60 cm

0.68 cm

2.31 cm

1.45 cm

Smart Utilities Brand Guidelines

Graphic Door Signage

5.12.2. Door Signage

217

Smart Utilities Brand Guidelines

5.12.2. Door Signage

218

Door Signage Template Please use the following illustrated guidelines when translating and typesetting Smart Utilities Water Distribution door signages.

1.66 cm

0.37 cm 0.39 cm

1.13 cm

Meter Related Complaints

16 cm

3.31 cm

Smart Utilities Brand Guidelines

Graphic Signage

5.12.3. Graphic Signage

219

2.5 X 1 ratio

Smart Utilities Brand Guidelines

5.12.4. Cheque Drop Box

220

Cheque Drop Box Template Please use the following illustrated guidelines when translating and typesetting Smart Utilities Water Distribution window signage for Cheque Drop Box

2 cm 0.53 cm

7.30 cm

1.52 cm 1.52 cm

5 cm

5.26 cm

5 cm

075

Smart Utilities Brand Guidelines

Office Branding Posters Environmental Graphics Size: A2

5.12.5. Environmental Graphics

221

Smart Utilities Brand Guidelines

5.12.6. Water Tank Tower Area Branding

Water Tank Tower Area Branding

222

5.12.7. Technical Drawing

Smart Utilities Brand Guidelines

223

Technical Drawing

3x 2x 1x

10x

9x

8x

7x

6x

5x

4x

3x

2x

1x

3x

2x 1x

2x 1x

2x 1x

Smart Utilities Brand Guidelines

5.12.8. External Signage

External Signage 1x1

224

0.89 cm

1.33 cm

3 cm

0.82 cm 1.57 cm

1 x 1.5

3 cm

1.33 cm

1.88 cm

1.31 cm

1.75 cm

3 cm

1x2

1.15 cm

1.33 cm

2.77 cm

1.75 cm

4.6 cm

1 x 2.5

1.33 cm

1.16 cm

3.69 cm

1.75 cm

7.56 cm

3 cm

5.12.8. External Signage

Smart Utilities Brand Guidelines

225

External Signage 1x3

3 cm

1.12 cm

1.33 cm

5.51 cm

1 x 3.5

3 cm

1.15 cm

1.33 cm

7 cm

1x4

3 cm

2.3 cm

2.66 cm

6.18 cm

1 x 4.5

3 cm

2.66 cm

Smart Utilities Brand Guidelines

5.12.8. External Signage

226

External Signage

1x5

3 cm

2.3 cm

3 cm

2.3 cm

2.66 cm

1x6

1x7

2.66 cm

Smart Utilities Brand Guidelines

External Signage

1x8

1x9

1 x 10

5.12.8. External Signage

227

Below the Line (BTL)

Vehicle Branding

Smart Utilities Brand Guidelines

5.13.1. Vehicle Branding

233

Vehicle Branding Please use the following illustrated guidelines and specifications for Vehicle Branding of Smart Utilities - Power Distribution

Hm° b H am-0240-6655000

Hm° b H am-0240-6655000

MH 20 W5256

STOP

HORN

STOP

OK

PLEASE

MH 20 W5256

MH 20 W5256

Smart Utilities Brand Guidelines

5.13.1. Vehicle Branding

234

Vehicle Branding

Hm° b H am-0240-6655000

Hm° b H am-0240-6655000

MH 20 W5256

STOP

HORN

STOP

OK

PLEASE

MH 20 W5256

MH 20 W5256

5.13.1. Vehicle Branding

Smart Utilities Brand Guidelines

Vehicle Branding

235

Only left side

1:2

1:3

Hm° b H am-0240-6655000

Hm° b H am-0240-6655000

Y

Y

Hm° b H am-0240-6655000

X

X Hm° b H am-0240-6655000

Hm° b H am-0240-6655000

Y

Y

X 10%

X15%

X 25%

X 30% Y 30%

X

Hm° b H am-0240-6655000

Y 5%

Y 30%

Y 20%

X

Y 10%

Hm° b H am-0240-6655000

X 70% X 35%

Y 20%

X15%

Y 30%

X 25%

X 70%

Smart Utilities Brand Guidelines

5.13.1. Vehicle Branding

236

Vehicle Branding

MH 20 W5256

STOP

HORN

STOP

OK

PLEASE

MH 20 W5256

X 60%

X 40%

Event Specimens

Smart Utilities Brand Guidelines

5.13.2. Event Specimens

239

Canopie Design Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting the Smart Utilities Water Distribution Canopies placed at events.

4 x 1 ft

4 x 7 ft

4 x 2 ft

Smart Utilities Brand Guidelines

5.13.2. Event Specimens

240

Service Kiosk Design Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting the Smart Utilities Water Distribution Service Kiosks placed at events.

Front

Side

61.7 inch

62.6 inch

26 inch

21 inch

Smart Utilities Brand Guidelines

Promoter’s Desk

5.13.2. Event Specimens

241

0.5 x 2

Please use the following illustrated guidelines and speciďŹ cations when translating and typesetting the Smart Utilities Water Distribution Promoter's Desk placed at events.

7

2x2

Smart Utilities Brand Guidelines

5.13.2. Event Specimens

242

Umbrella Design Please use the following illustrated guidelines and specifications when translating and typesetting the Smart Utilities Water Distribution Umbrella's placed at events.

Am¡aJ§ m~mX {gQ>r dm°Q>a `w{Q>{bQ>r H§$. {b.

Smart Utilities Brand Guidelines

Press Backdrop Shown here is a corporate checkered backdrop. In this the logo of the parent brand (Essel Group) & the brand extension (Smart Utilities) should be portrayed.

5.13.3. Press Backdrop

243

Smart Utilities Brand Guidelines

Event Backdrop Shown here is the Checkered backdrop to be used for the circle related events. In this the logo of the parent brand (Essel Group), the brand extension (Smart Utilities) and the logo of the Circle should be portrayed.

5.13.4. Event Backdrop

244

Dress Code

Smart Utilities Brand Guidelines

5.14. Dress Code

247

Customer Center - Executive Artwork for T-shirt with black trouser

20% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00

10% logo

C: 70 M: 00 Y: 00 K: 00 C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

Gents - white T-shirt with black gaberdine trousers

Smart Utilities Brand Guidelines

5.14. Dress Code

248

Customer Center - Executive Artwork for T-shirt: back / front / sleeve with power mnemonic

20% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00

10% logo

C: 70 M: 00 Y: 00 K: 00 C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

T-shirt for customer executive : back / front / sleeve with water mnemonic For Sleeves 2.5cm x 1.5cm

Smart Utilities Brand Guidelines

5.14. Dress Code

Customer Center - Executive

Ladies - blue saree with brown border, or blue cottom kurta with brown salwar and dupatta

249

Smart Utilities Brand Guidelines

5.14. Dress Code

250

Customer Center - Manegerial Level

Gents - white shirt with black gaberdine trousers

Ladies - blue saree with brown border, or blue cotton kurta with brown salwar and dupatta

5.14. Dress Code

Smart Utilities Brand Guidelines

251

Badge Design To preservethe the integrity of the Smart Utilities To preserve integrity of the Smart Integrities Brand, pleasemake make sure to apply Brand, please sure to apply the the speciďŹ cations correctly. speciďŹ ations correctly.

7.5 cm

Manager Level

2.25 cm

2.58 cm

Customer Excecutive

3.22 cm

Smart Utilities Brand Guidelines

5.14. Dress Code

252

Field Staff - Meter Readers - Summer Art work for - OutďŹ t For Summers

30% logo

10% logo

OutďŹ t For Summers Gents - blue half sleeve shirt with black gaberdine trousers

Smart Utilities Brand Guidelines

5.14. Dress Code

253

Field Staff - Meter Readers - Winter Artwork for Meter Reader OutďŹ t Winter

30% logo

10% logo

OutďŹ t for Winters Gents - blue jacket with black gaberdine trousers

Smart Utilities Brand Guidelines

5.14. Dress Code

254

Field Staff - Meter Reading

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00 C: 70 M: 00 Y: 00 K: 00

White Cap - Front 10% logo

C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00

Promotional Activities Artwork for Cap 10% logo

Gents - Cap

Cap - Front

20% logo

Cap - Front

Smart Utilities Brand Guidelines

5.14. Dress Code

255

Field Staff - Operations and Maintenance

Artwork for Helmet

20% logo

20% logo C: 70 M: 00 Y: 00 K: 00

Helmet - Back

Gents - Helmet

Helmet - Front

Smart Utilities Brand Guidelines

5.14. Dress Code

256

Field Staff - Operations and Maintenance

Boiler Suit - Artwork

10% logo

C: 70 M: 00 Y: 00 K: 00

Gents - Blue boiler suit with brown cuffs and collars, metal toed boots and helmet

Smart Utilities Brand Guidelines

5.14. Dress Code

257

Promotional Activities Artwork for T-shirt

10% logo

C: 00 M: 100 Y: 70 K: 00 C: 50 M: 90 Y: 00 K: 00 C: 60 M: 00 Y: 100 K: 00 C: 70 M: 00 Y: 00 K: 00

30% logo Gents - white t-shirt with blue/ black denims

C: 50 M: 80 Y: 100 K: 70 C: 00 M: 50 Y: 100 K: 00