OUR NEW IDENTITY & ITS USAGE
OUR LOGO
THE LOGO IS THE MOST RECOGNISABLE ELEMENT OF OUR VISUAL IDENTITY.
Max Bupa Logo at all times must be used consistently in everything we do. Right from stationery and brochures to signage. This consistency is hugely important as it equates reliablity and trust in the minds of our customers. Always use our logo prominently, proudly and in full colour wherever possible. Shown alongside is the colour positive version of the logo and the one we use most often. The positive version should only be used on a white background and negative version on a coloured background. Both versions can appear on a picture background depending on legibility. All logos are available as master artworks and should have been supplied with these guidelines. If you do not have the master artwork, please contact the brand management team.
Orange
Bupa Blue
C0 R 244 M 65 G 125 Y 100 B 53 K0 PANTONE 1505 CVC
C 100 R0 M0 G 175 Y0 B 239 K0 PANTONE Process Cyan
Blue C 100 R 30 M 70 G 70 Y0 B 121 K 40 PANTONE 281 CVC
OUR LOGO
LOGO ELEMENTS, THEIR POSITION AND COMPARISON WITH PREVIOUS LOGO.
Our logo has three elements: the max logo, the Bupa logo, and the descriptor. While both the logos come together harmoniously in the new identity, they have been merged in a way to give prime position to Max. Max logo
This proportion must never be distorted.
57% of a
a= width of logo
Bupa logo
x= height of the ‘MAX’ name
Descriptor
1/2x= half the height of the ‘MAX’ name
OLD VS NEW
Eye movement Eye movement The previous Max bupa logo had ‘Max’ in a simple typographic form. The heartbeat started where the word ‘Bupa’ ended and continued outward showing movement. However, the elements of this logo were at different alignments and without a clear defining shape, wasn’t easy on the eyes to read.
The new identity is more robust, and gives clear space for both identities to exist in harmony. It is one unit, and has an easy flow for the eye from left to right.
LOGO FORMATS
WE HAVE CREATED THREE DIFFERENT VERSIONS OF THE LOGO FOR REPRODUCTION ACROSS ALL TYPES OF APPLICATION.
COLOUR
Against a light background, the logo is to be used in full colour.
X
X
X
X
X
X
X
In reverse, the logo may be used in full colour with a white box placed underneath. The white box thickenss is equal to the height of the letter ‘H’ of ‘Health’. This thickness is measured from the outermost edges, ie, from sides and top from the border, and from the bottom of the letters of the descriptor.
X
Alternately, the logo may be used in the form as shown above.
x= height of the ‘H’
These forms of the logo are to be used across mediums such as print and web.
Do not alter these logos in any way. Always use the master artworks when reproducing the logo.
LOGO FORMATS
WE HAVE CREATED TWO DIFFERENT VERSIONS OF THE LOGO FOR REPRODUCTION IN GREYSCALE.
GREYSCALE
Against a light background, the logo is to be used in single colour black.
While using in reverse, the logo is to be used in single colour white as defined above.
These forms of the logo are to be used only where usage of the full colour logo is not permitted or is restricted, such as notice ads.
Do not alter these logos in any way. Always use the master artworks when reproducing the logo.
LOGO DONT’S
H E A LT H I N S U R A N C E
Do not alter the proportions of the boxes in the logo.
Do not attempt to change the logo text to any other typeface no matter how similar.
Do not use the logo or any of its parts in any orientation other than the prescribed versions
Do no play with the sharpness and visibility of the logo
Do no skew the logo in any way
LET IT BREATHE The Max Bupa logo is always protected by an area of clear space as shown. This area must be free of all other text and graphic elements. The free space is always calculated from the topmost part of the logo: the top of the outside border, and from the bottom most part: the bottom of the baseline. As far as possible keep clear space of one height of the name ‘MAX’.
For usage in full colour, we recommend keeping a minimum size of 1cm height of the logo. This will ensure our logo is legible and recognisable. Using the logo in a size smaller than this will compromise it’s legibility.
WE HAVE A DEFINED FREE SPACE AND MINIMUM SIZE FOR THE LOGO.
x
x
x
x
x= height of the ‘MAX’ name
minimum 1cm
PLACEMENT
THE LOGO MUST OCCUPY A PRIME POSITION IN ALL OUR COMMUNICATION
The accompanying illustrations show how the logo may be placed on a layout for communication.
Minimum size of logo (%age of width)
The logo should preferably be placed on right top of a layout. The second preferred position is bottom right of layout. But as exceptions, the logo can be positioned in any corner of a page as long as the visibility is not compromised. Always maintain the minimum free space around the logo.
Vertical layouts Print & Outdoor
1:1
1:2
1:3
3:4
1:3.5 and above
20%
25%
20%
20-25%
20%
20% of width
The logo size is proportional to the advertising format and is always calculated in proportion to the width. Please follow the chart given here to determine the minimum size of the logo in a layout. As a rule, the size of the logo varies between 20-25% of the width of the designated area.
25% of width
The size of the logo (as mentioned in this chart) does not include the free space around the logo. Always use the master artworks when reproducing the logo.
20% of width
20% of width
1:1
1:2
3:4
1:3
PLACEMENT
THE LOGO MUST OCCUPY A PRIME POSITION IN ALL OUR COMMUNICATION
In Horizontal layouts, the logo size is proportional to the advertising format. Please follow the chart given here to determine the minimum size of the logo in a layout. The size of the logo (as mentioned in this chart) does not include the free space around the logo. Always use the master artworks when reproducing the logo.
Minimum size of logo (%age of width) Horizontal layouts Print & Outdoor
1:1
1:2
1:3
3:4
20%
20%
20%
20%
1:3.5 and above 20%
20% of width 20% of width
1:2
3:4
20% of width
1:3
TYPOGRAPHY
OUR PRIMARY TYPEFACE IS GOTHAM XNARROW. IT IS MODERN AND MINIMALIST, REFLECTING OUR VALUES.
Our typeface is called Gotham XNarrow This is available in various different weights and cuts. Gotham XNarrow Book is used for all copy, from headlines to main content.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Some of the weights used across our communication are: Gotham XNarrow Light Gotham XNarrow Book Gotham XNarrow Medium Gotham XNarrow Bold
Gotham XNarrow Light
The running text (bodycopy generally appears in a neutral colour such as black or a shade of grey. The colour of headline varies from layout to layout and changes according to product template.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham XNarrow Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham XNarrow Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Gotham XNarrow Bold
TYPOGRAPHY Bupa Script To give warmth and a human touch to the layouts Bupa Script can be used in the communications. In case of any query, please contact the brand team. Arial Use Arial as an alternate font where Gotham can not be used. For example in digital communication as a web-safe font and in Microsoft Office documents.
EXCEPTIONAL USE
The world of Bupa A place to call home Taking care of the lives in our hands Bupa Script
Arial Regular
Arial Italic
Arial Bold
COLOUR PALETTE
OUR COLOUR PALETTE IS MADE UP OF VIBRANT COLOURS THAT HELP BRING OUR BRAND TO LIFE. Primary colours
Primary colours Cyan, Orange, Lime Green and white are our primary and preferred colours. Try to make sure any cyan you use in a design matches the cyan of the logo. Supporting colours Black and Bupa grey are predominantly used as text colour. You can also use black for black and white print communications. All the colours listed here can be used in tints of 75%, 50%, and 25% also. Please do not use tints other than these. Always make sure you choose the correct colour breakdown, e.g. CMYK or PANTONE for print, and RGB for digital.
Cyan C 100 R0 M0 G 158 Y0 B 224 K0 PANTONE Process Cyan
Lime Green C 20 R 157 M0 G 167 Y 100 B 25 K 30 PANTONE 384
Blue C 100 R0 M 70 G 57 Y0 B 116 K 40 PANTONE 662
Orange C0 R 241 M 80 G 91 Y 55 B 97 K0 PANTONE 710
75%
75%
75%
75%
50%
50%
50%
50%
25%
25%
25%
25%
Supporting colours Black
Grey
C0 R0 M0 G0 Y0 B0 K 100 PANTONE Black
C 23 R 108 M 17 G 110 Y 13 B 113 K 46 PANTONE Cool Grey 8
75%
75%
50%
50%
25%
25%
White C0 M0 Y0 K0
R 255 G 255 B 255
COLOUR PALETTE Secondary colours and tints We have a broad range of colours celebrating and supporting Max Bupa’s brand personality. All the colours listed here can be used in tints of 75%, 50%, and 25% also. Please do not use tints other than these. Always make sure you choose the correct colour breakdown, e.g. CMYK or PANTONE for print, and RGB for digital.
Secondary colours Teal
Emerald Green
Purple
Lavender
C 100 R0 M0 G 131 Y 31 B 133 K 23 PANTONE 321
C 76 R 63 M8 G 169 Y 100 B 73 K0 PANTONE 7738C
C 88 R 70 M 85 G 72 Y 28 B 129 K0 PANTONE 2736C
C 60 R 119 M 54 G 120 Y 15 B 165 K0 PANTONE 272C
75%
75%
75%
75%
50%
50%
50%
50%
25%
25%
25%
25%
Indigo
Peach
Coral Red
Orange
C 100 R 30 M 70 G 70 Y0 B 121 K 40 PANTONE 281 CVC
C0 R 249 M 40 G 168 Y 60 B 112 K0 PANTONE 804C
C0 R 241 M 80 G 91 Y 55 B 97 K0 PANTONE 710
C0 R 241 M 80 G 91 Y 55 B 97 K0 PANTONE 710
75%
75%
75%
75%
50%
50%
50%
50%
25%
25%
25%
25%
COLOUR PALETTE Recomended Colour Palettes We have chosen three sets of colours to add to our colour palettes. In these palettes, the primary colour comes from the logo while the secondary colours help create distinct identities which can be used, if required. Care must be taken to ensure that the palette colours are not mixed up.
Palette 1
Palette 2
Palette 3
PROPERTIES
THE LOGO MUST OCCUPY PRIME POSITION IN ALL OUR PROPERTIES Match to top of logo
When used with our properties such as ‘Walk for Health’, the Max Bupa logo must be a minimum of 50% of the total width of the logo.
50% of width
Bupa Blue C 100 R0 M0 G 175 Y0 B 239 K0 PANTONE Process Cyan
Emerald Green
Orange
C 76 R 63 M8 G 169 Y 100 B 73 K0 PANTONE 7738C
C0 R 244 M 65 G 125 Y 100 B 53 K0 PANTONE 1505 CVC
Blue C 100 R 30 M 70 G 70 Y0 B 121 K 40 PANTONE 281 CVC
Do not alter these logos in any way. Always use the master artworks when reproducing the logo.
PROPERTIES Free Space and minimum size When using the ‘Walk for health’ logo, try and maintain free space as defined here. For maximum visibility, do not reduce the logo below 1.5cms in height. Using the logo in a size lower than this might seriously hamper it’s legibility.
x 2 cms height x
x Minimum size
x
x= height of the ‘MAX’ name
Usage of logo in reverse The logo may be used in full colour or single color as shown here.
OFFICE SIGNAGE Transparent Glass
When using the Max Bupa logo on various material please follow logo rules stated in the previous pages. For maximum visibility, do not reduce the logo below 1.5cms in height. Using the logo in a size lower than this might seriously hamper it’s legibility.
Frost Film
Transparent Glass
Etching
Steel
STATIONERY
VISITING CARDS 25% of width of card
Visiting card 90X50mm Name: 8 pts Whitney HTF medium, in secondary colour Indigo Designation: 8 pts. Whitney HTF light, in secondary colour Indigo Address: 8 pts. Whitney HTF light, in secondary colour Indigo. URL: 8 pts. Whitney HTF light, in secondary colour Orange The logo size is 25% of the width of the card.
Leave a minimum of ‘a’ before beginning the contact details
a Minimum distance of ‘a’ from sides and top
a
a
Sunita Sehgal Head- Marketing
Please follow the same order of information when creating your own visiting card designs.
B-1/1-2, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi-110044 Tel: +91 11 30902000 Mobile: +91 9910995527 a Email: anika.agarwal@maxbupa.com www.maxbupa.com
x= height of letter ‘m’ of ‘Max’ 75%
Minimum distance of ‘a’ from sides
a= 75% of height of bupa box
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
20% of width
STATIONERY
a a
Minimum distance of ‘a’ from sides and top
LETTERHEAD
Letterhead A4 size 210X297mm. Company Name: 10 pts Whitney HTF medium, in secondary colour Indigo Address: 10 pts. Whitney HTF light, in secondary colour Indigo The logo width is 20% of the width of the letterhead. Please follow the same order of information when creating your own Letterhead designs.
50% a= 50% of height of bupa box Max Bupa Health Insurance Company Limited Corporate Office: Block B1/1-2, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, Tel.: + 91-11-30902000
Minimum distance of ‘a’ from side and bottom
Registered Office: Max House, 1 Dr. Jha Marg, Okhla, New Delhi - 110020
a
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
STATIONERY Envelope letter size 231.851 mmX 114.3mm This design varies from other envelopes in placement of logo and return addresss, since space has been left for postage stamps to be placed on top right corner. Mandatory information appears on the flap of envelope. It should be centerlized from all the sides. Company Name: 10pts Whitney HTF medium, in secondary colour Indigo Address: 8pts. Whitney HTF light, in secondary colour Indigo
LETTER ENVELOPE Leave minimum ‘a’ from sides and bottom
20% of width a
a
Please follow the same order of information when creating your own designs.
50% a= 50% of height of bupa box Minimum distance of ‘a’ from sides and bottom
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
20% of width
STATIONERY
Information to be aligned to centre of the flap, vertically and horizontally
A4 ENVELOPE a a
Envelope A4 size 254x 304.8mm Mandatory information appears on the flap of envelope. It should be centerlized from all the sides. Company Name: 14 pts Whitney HTF medium, in secondary colour Indigo Address: 12 pts. Whitney HTF light, in secondary colour Indigo Please follow the same order of information when creating your own designs.
50% a= 50% of height of bupa box
Minimum distance of ‘a’ from side and top
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
STATIONERY Envelope letter size 406.4 mmX 304.8 mm This design varies from other envelopes in placement of logo and return addresss, since space has been left for postage stamps to be placed on top right corner. Mandatory information appears on the flap of envelope. It should be centerlized from all the sides. Company Name: 16pts Whitney HTF medium, in secondary colour Indigo Address: 14pts. Whitney HTF light, in secondary colour Indigo
LETTER ENVELOPE Leave minimum ‘a’ from sides and bottom
20% of width
a
a
Please follow the same order of information when creating your own designs.
50% a= 50% of height of bupa box Minimum distance of ‘a’ from sides and bottom
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
IDENTITY CARDS Minimum distance of ‘a’ from top
The employee identity card must also reflect our colour palette and new identity.
a
Please follow the attached design to create identity cards for your location.
Logo same width as image
a ID card size 54X 89.64mm Image size 25x30mm to be place vertically centre of card.
Sunita Chawla
Emp. code: 1234567 Blood Group: O+ Location: National Operating Center (NOC) Date of Joining: 01.01.2015 Emergency Contact: 9810098100
Emp. code: 1234567 Blood Group: O+ Location: National Operating Center (NOC) Date of Joining: 01.01.2015 Emergency Contact: 9810098100
x
50%a
Indigo Blue Lanyard with screen printed logo in single colour white. Plastic jacket in indigo blue
minimum space ‘x’ between image and employee name
x
Sunita Chawla 50%a
Employee name: 12 pts GothamX Narrow Medium Employee Details: 8 pts GothamX Narrow Medium Order of information: Emp. Code Blood Group Location Date of Joining Emergency Contact
50% a from sides and bottom
50%a
Please follow the same order of information when creating your own designs.
x= height of the ‘MAX’ name
a
a= height of bupa box
These artworks are available in the accompanying CD. In case of any query, please contact the brand team.
EMAIL SIGNATURE A new email signature has been designed to bring it up to date and align it with our brand. This new standardised signature will help us to: • Communicate a clear and consistent brand identity worldwide • Align it to the Market Unit and Business Unit structure.
Please use the email signature template to create your own, while following these guidelines: • Size of the email signature should not exceed 32 px width • Official font size is Gotham X Narrow • Your full name,T, M, E and W are bold • T, M, E and W are all in the same one line • Select Indigo Blue for all text. Web address should appear in Orange •The website address and email Id are hyperlinked to the website.
Email signature don'ts • Don't add any other images, animation or logos (including awards) as not every device can see them and sometimes they appear as attachments • Don't use any other colours apart from those stated in the guidelines • No messages, personal quotes or links should be utilised on email signatures • No background patterns or colour should be used
Kavita Batra | Head-Marketing B-1/1-2, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi-110044 T: +91 11 30902000 M: +91 9910995527 E: anika.agarwal@maxbupa.com www.maxbupa.com
20% of width
EMAILER TEMPLATE
a a
The logo width is 20% of the width of the Emailer. Company Name: 10 pts. Arial medium Address: 8 pts. Arial light, if the page size is A4. Arial is a web friendly font but it is desirable to use Whiteny medium and Whiteny light wherever possible.
50% a= 50% of height of bupa box Minimum distance of ‘a’ from side and bottom
Max Bupa Health Insurance Company Limited
Corporate Office: Block B1/1-2, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, Tel.: + 91-11-30902000 Registered Office: Max House, 1 Dr. Jha Marg, Okhla, New Delhi - 110020
a
Minimum distance of ‘a’ from sides and top
TEMPLATE
INTRODUCTION
The temmplate is used to provide a visual flow to the logo and text elements, especially when they are used with imagery intended to impart a specific message. It is intended to be a highly flexible device that creates strong visual impact and helps distinguish our communication amongst a host of others. The template consists of the following parts:
5) Logo: The logo is to be placed on bottom right corner, in a size appropriate to the dimension of the layout. 6) Mandatory text : the legal and mandatory text appears under the call to action and logo band.
2
HEADLINE GOES HERE. THIS IS THE MAIN COMMUNICATION MESSAGE.
1
1) Message Box: this may be the headline or subhead. This will always appear against a colour in white, and always be in uppercase. Message box can be placed anywhere on the image. It should always be touching one side of the image.
the image is within 60% of total height
2) Image: The image takes up approxiately 40-60% of the total height of the layout 3) Information copy: This may be in bullets or running text. This text always appears in the secondary grey colour. 4) Call to action box: This is in the secondary teal colour, and is always the same height as the logo. This contains the toll free number and website URL.
Subhead/ Descriptor goes here • Features and advantages • Appear here • In bullet form or running text • In grey colour as specified in colour palette
3 4
For Your Family’s Health Insurance Call 1800-3010-3333 www.maxbupa.com
Disclaimer: “Insurance is subject matter of solicitation. For more details on terms and conditions, exclusions, risk factors and waiting period, please read sales brochure before concluding a sale. Max', Max logo, ' IRDA registration no. 145.
5 6
TEMPLATE Following design templates can also be used wherever required for better communication.
TEMPLATE Following design templates can also be used wherever required for better communication.
Max Bupa Health Insurance Co. Ltd. Corporate Office: Block B-1/1-2, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi-110044 Tel: +91 11 30902000 Registered Office: Max House, 1 Dr. Jha Marg, Okhla, New Delhi-110020 www.maxbupa.com