Page 1

BRAND BOOK


CONTENTS --------------------------------------------------------------------------------------------

xi. Co-Branded Application

56

ABOUT THE BANK

xii. Usage with Background

58

xiii. Incorrect Logo Usage

59

-------------------------------------------------------------------------------------------I.

Brand, identity & Heritage

II. Our Vision

04 06

III. Our Mission

08

IV. Our Values V. Corporate Image

10 12

VI. Brand Prism

14

VII.Brand Personality & it’s Cornerstones

15

--------------------------------------------------------------------------------------------

BRAND GUIDELINES -------------------------------------------------------------------------------------------I.

Visual Identity

18

-------------------------------------------------------------------------------------------A. The Logo & its Applications The Logo ii. Logo Inspiration i.

20 22

iii. Brand Tagline

24

iv. Logo Unit Construction

26

v.

Minimum Clearance Area

28

vi. Minimum Size

30

vii. Logo Spacing

33

viii. Logo Colour Usage

36

ix. Logo Application

40

x.

Logo Unit Application

41

---------------------------------------------------------------------------------------------B. Colours 62 i. Principle Colours 64 ii. Prescribed Usage of Principle Colours 65 66 iii. Principle Colour Application iv. Brand Identity Elements 69 v. Secondary Colour Palette 72 vi. Secondary Colour Application 73 ---------------------------------------------------------------------------------------------74 C. Typography i. Corporate Font 76 ii. Supportive Font 81 ---------------------------------------------------------------------------------------------D. Imagery 84 i. Imagery Application 90 ii. Incorrect Application of Imagery 91 ---------------------------------------------------------------------------------------------E. Iconography 92 ---------------------------------------------------------------------------------------------II. Content Tonality 96 I. Content Tonality Application 97 ---------------------------------------------------------------------------------------------III. Touch Points: Applications Across Mediums 98 ----------------------------------------------------------------------------------------------

BRAND BOOK - Vol. 1


PAGE 04 RBL BANK BRAND BOOK


BRAND, IDENTITY & HERITAGE RBL Bank has come a long way from being a small regional bank set up by a group of freedom fighters and lawyers in 1943. While the original foundation of integrity, transparency and responsibility remain unchanged, the Bank has metamorphosed into a new-age bank today, in step with the times. The Bank has a wider presence, modern-technology and a set of highly talented and driven people.

Our new identity stands for the values we inherited. The bold form symbolises pillars of integrity and responsibility, and the core, the center, is about transparency and a testimony that the customer is the center of everything we do. Propelled by its rich values and commitment, RBL Bank is today working to fulfill the aspirations of millions of customers.

PAGE RBL BANK BRAND BOOK 05


PAGE 06 RBL BANK BRAND BOOK


OUR VISION To be a ‘Bank of Choice’ by creating and nurturing enduring relationships through trust and respect of our customers, employees and partners. BANK OF CHOICE To be the preferred choice for the banking needs of our customers CREATING AND NURTURING ENDURING RELATIONSHIPS To create and build lasting partnerships with all our customers based on full disclosure and transparency TRUST & RESPECT OF OUR STAKEHOLDERS To engage and ensure that all our stakeholder commitments are fulfilled, whilst working as a team

PAGE RBL BANK BRAND BOOK 07


OUR MISSION

EMPLOYEES AS THE PILLAR

To engage, understand customer needs, provide best-in-class products & services, be responsive and quick in resolving queries resulting in true customer delight & peace of mind.

To provide an enabling work culture, where

PAGE

CUSTOMERS AT THE HEART

08 RBL BANK BRAND BOOK

career aspirations can be realised through consistent performance and demonstration of the Bank’s core values & beliefs.


COMMUNITY AS THE CAUSE

SHAREHOLDER VALUE AS THE FOCUS

To deliver robust and cost-effective banking

To demonstrate high corporate governance

services that promote financial inclusion,

standards that protects and balances

catalyse growth and reduce social inequalities.

stakeholder interests in the journey to achieving short term and long-term business goals.

PAGE RBL BANK BRAND BOOK 09


OUR VALUES

PROFESSIONALISM

RESPECT

EXCELLENCE

To conduct our duties with good

judgement and in good faith

To be sensitive and responsible for what we say and do

To act in a manner that earns the trust and admiration of others

EXPECTED BEHAVIOUR

EXPECTED BEHAVIOUR

EXPECTED BEHAVIOUR

PAGE

To commit what we can deliver and deliver what we commit To be honest and transparent in our actions To be ethical in one's occupation To appreciate that other's time is precious and always act and respond in a timely fashion

10 RBL BANK BRAND BOOK

To be sensitive to differences in gender, class, religion, etc. To be aware of the impact of our words and actions on others To be sensitive to others' feelings and emotions To remember that 'Respect' and 'Trust' go hand in hand To treat others the way we would prefer to be treated To respect each others' strengths and weaknesses

To have the rigour and discipline in everything we do To always strive for the highest level of quality To be knowledgeable in everything we do To benchmark ourselves against the best


ENTREPRENEURIAL

TEAMWORK

To be enterprising and take ownership of our actions

To be successful together

EXPECTED BEHAVIOUR

EXPECTED BEHAVIOUR

To take complete ownership and responsibility for every task To solve problems by taking them to their logical conclusion To aspire towards a collective goal for the benefit of the organisation To empower oneself and one's colleagues To go the extra mile in order to do the job right

To recognise the success of the team and other colleagues as our own success To have clarity on collective team goals To foster a team mentality by setting the right example for those around us To appreciate diversity and be inclusive in our actions and attitudes To adhere to organisational quality standards and prescribed guidelines

PAGE RBL BANK BRAND BOOK 11


PAGE

RELATIONSHIPS WITH RESPONSIBILITY

12 RBL BANK BRAND BOOK


CORPORATE IMAGE

BANK THAT KEEPS THE PROMISES IT MAKES

SERVICE EXPERIENCE

BANKING EXPERTISE

CORPORATE BEHAVIOUR

Service that delivers

Simple & easy banking

Putting customers before profit

Dependable relationship

No hidden charges / fees

Growth with governance

Respect you deserve

Reliable product & services

Capable management team

PAGE RBL BANK BRAND BOOK 13


BRAND PRISM PHYSIQUE

Bank that keeps its promise

REFLECTION

PAGE

Walks the talk

14 RBL BANK BRAND BOOK

Modern yet traditional, warm, caring & fair person who can be relied upon

INTERNALISATION

RELATIONSHIP

EXTERNALISATION

A nimble footed, full service bank delivering relationship-based banking while keeping customers at the center

PERSONALITY

CULTURE

Professional, Long-lasting relationships, Customer focus

SELF IMAGE There for those I care about


BRAND PERSONALITY & ITS CORNERSTONES At RBL Bank, we strive to have a responsible relationship with our customers in order to help them take care of their financial worries. We have built a strong service-oriented culture that focuses on building deep rooted relationships that go beyond the transactional banking needs of our customers. This core competency has enabled us to develop our Brand Personality of ‘Relationships with Responsibility’. Our Brand Personality originates from the central premise of nurturing life-long relationships by delivering what we promise and only promising only what we can deliver. This is an articulation of everything that the organisation stands for and holds true regardless of whom it is dealing with - be it a customer, employee or any other stakeholder of the Bank.

1 PERSONALISED SERVICE People want attention, they want personalised service; they want to feel like someone cares about their individual experience. We must seek to address people by name in all our interactions. In the event you do not know the person you are dealing with, please ask for their name and how you can be of assistance. Use expressions of goodwill and a first-person point of view (we/our) to help stakeholder concerns. Prompt, personalised and empathetic responses are absolutely crucial for building loyalty.

3

2 MODERN YET TRADITIONAL

WARM AND SINCERE

Lasting relationships are formed when we

Start with a smile. Every interaction with a

build on traditional values while still adapting

stakeholder should be of a warm nature.

and keeping ahead of the fast-changing world.

Always empathise and truly understand their

Here traditional does not mean old-fashioned

needs before offering them solutions that

or orthodox, rather it’s about remembering the

could make their lives better and in turn builds

pillars that we are built on and propagating

our brand.

those pillars through modern technology. Respecting a customer’s personal, religious, ethnic beliefs and offering them a world-class service gives them an experience unlike any other bank. Customer loyalty comes from our traditional values, while customer pride comes from our modern methods in delivering a service. PAGE RBL BANK BRAND BOOK 15


PAGE 16 RBL BANK BRAND BOOK


PAGE RBL BANK BRAND BOOK 17


VISUAL IDENTITY ELEMENTS

PAGE

Making sure that everyone is using the same defined brand elements is a great way to start driving recognition of our organisation and to build brand awareness.

18 RBL BANK BRAND BOOK


PAGE RBL BANK BRAND BOOK 19


THE LOGO The inspiration behind the new RBL Bank logo, was the amalgamation of the identity that we inherited and the journey of transformation that we had embarked on. The new logo represents the Bank’s philosophy and promise to provide world-class services to its customers. This distinct identity is reflected in the logo design.

The logo is the primary mark of identity for the bank and must be used in all brand interactions It must be presented clearly in balance with the overall proportion of the creative in a consistent

PAGE

manner, without diluting its essence

20 RBL BANK BRAND BOOK


PAGE RBL BANK BRAND BOOK 21


LOGO INSPIRATIONS Our logo is a combination of alphabets ‘r’, ‘b’ and ‘l’ which reflects the Bank’s focus on delivering relationship based banking while leveraging technology. While the bold form of the logo stands for pillars of integrity and responsibility, the center is about transparency and a testimony that the customer is the center of everything the Bank does.

+

+

>

The circle represents unity, wholeness, infinity and protection. The upward stroke represents growth and progress.

+

+

C : 000

R : 237

C : 100

R : 027

M : 100

G : 028

M : 090

G : 050

Y : 100

B : 036

Y : 000

B : 129

K : 000

>

K : 020

Red is the warmest of colours and is known to represent prosperity. It is an attention grabbing colour.

PAGE

Blue denotes purity. It is the colour that represents the infinite sky and ocean. The colour also represents the virtues of truth and moderation.

22 RBL BANK BRAND BOOK


Master Brand Logo Without Tagline

PAGE RBL BANK BRAND BOOK 23


THE BRAND TAGLINE The Bank differentiates itself with the plank of “Relationships with Responsibility” which originates from the central premise of nurturing life-long relationships by delivering what the Bank promises and only promising what it can deliver. The Bank then developed a new brand promise of ‘Apno ka Bank’. Apno ka Bank at the core denotes a sense of belonging. It also resonates well with the Bank’s vision to create and nurture enduring relationships with its customers, employees and partners.

The tagline is an essential element of the brand identity and must be used in all cases where it can clearly be presented without compromising on the legibility of “Apno Ka Bank” It must be presented in balance with the overall proportion of the logo If in any situation the legibility of the tagline is compromised, it must be removed The typeface for our tagline is Andes Medium Italic

PAGE

The tagline can be adopted in other fonts, typefaces or formats when not being used with the logo

24 RBL BANK BRAND BOOK


APNO KA BANK

PAGE RBL BANK BRAND BOOK 25


LOGO UNIT CONSTRUCTION Mnemonic 0.125x

0.125x

0.5x 0.125x 0.5x 2x

Wordmark

= X HEIGHT

X X

Tagline 0.7X 4.7X

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

26 RBL BANK BRAND BOOK


LOGO UNIT CONSTRUCTION Master Brand Logo With Tagline

2.5X 1X

2X

0.5X

0.5X

0.25X

0.7X 4.7X

The logo and its elements must not be modified in any way and under no circumstance should the logo be reconstructed or resized All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 27


MINIMUM CLEARANCE AREA Master Brand Logo Without Tagline

1X

1X

1X

1X

To ensure maximum visibility of the logo unit it is essential that the mnemonic and wordmark of the logo is legible The minimum area of isolation around the logo should be 1X unit to protect it from visual clutter No visual element must encroach this area and the logo should remain clutter free from all four sides

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

28 RBL BANK BRAND BOOK


MINIMUM CLEARANCE AREA Master Brand Logo With Tagline

1X

1X

0.5X

1X

1X

To ensure maximum visibility of the logo unit it is essential that the mnemonic, wordmark of the logo and tagline both are legible The minimum area of isolation around the logo should be 1X unit and the tagline should be 0.5X unit to protect the logo unit from visual clutter No visual element must encroach this area and the logo unit should remain clutter free from all four sides If the legibility of “Apno Ka Bank� is jeopardised, it must be removed All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 29


MINIMUM SIZE Primary logos are to be used in the case of a horizontal canvas or where there is optimum space for the logo to be placed.

Primary Logo 9X

2 cms width

2.5 X

9X

3.5 cms width

2.5 X

4.7 X

To maintain the sanctity of the logo unit it can be used to a smallest size 2.5X units in height and 9X units in width for logo without tagline & with tagline respectively The height & width of the tagline logo unit be 2.5 X x 9X units wherein the tagline will be 4.7X units For optimum visibility of the logo unit it must not be less than 2 cms for logo without tagline & 3.5 cms for logo with tagline

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team These are visually indicative sizes

30 RBL BANK BRAND BOOK


MINIMUM SIZE Secondary logo can be used where space limitations make it impractical to include the primary logo or in the case of a square canvas.

Secondary Logo

6.5 X

4.5 X

6.5 X

4.5 X

1.5 cms width 4.7 X

2.5 cms width

To maintain the sanctity of the logo unit it can be used to a smallest size 4.5X units Height & 6.5X units in width for logo without tagline & with tagline respectively The width of the logo unit be 6.5X units wherein the tagline will be 4.7X units For optimum visibility of the logo unit, it must not be less than 1.5 cms for logo without tagline & 2.5 cms for logo with tagline

All applications of the logo unit are subject to approval by the RBL Bank Brand Team These are visually indicative sizes

PAGE RBL BANK BRAND BOOK 31


MINIMUM SIZE Regional Logo can be used when English and regional language needs to be displayed together.

Regional Logo

18.9 X

2.5 X

5 cms width

To maintain the sanctity of the logo it can be used upto a smallest size of 2.5X units in height and 18.9X units in width For optimum visibility of the logo unit it must not be less than 5 cms The tagline ‘Apno Ka Bank’ will not be included while using the Regional logo

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team These are visually indicative sizes

32 RBL BANK BRAND BOOK


LOGO SPACING For Horizontal Canvas (English)

2.5 X 0.5 X

Align to circle

0.25 X

For Square Canvas (English)

2.5 X

1X

The proportion and space instructions for the logo unit must not be altered and the logo must not be redrawn or recreated in any way All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 33


LOGO SPACING For Horizontal Canvas (Regional Language)

2.5 X 0.5 X

Align to circle

For Square Canvas (Regional Language)

2.5 X

1X

The proportion and space instructions for the logo unit must not be altered and the logo must not be redrawn or recreated in any way

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

34 RBL BANK BRAND BOOK


LOGO SPACING For Horizontal Canvas (English with Regional Language)

2.5 X

1X

1X

For Square Canvas (English with Regional Language)

0.5 X 2.5 X

0.5 X

The proportion and space instructions for the logo unit must not be altered and the logo must not be redrawn or recreated in any way All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 35


LOGO COLOUR USAGE Against White/Light Coloured Backgrounds

Master Black Logo With Tagline

Vertical Black Logo With Tagline

It is recommended to use the “Master Brand Logo with Tagline” against white or light coloured backgrounds to enhance visibility. The black logo may be used in cases where colour printing is not possible.

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

36 RBL BANK BRAND BOOK


LOGO COLOUR USAGE Against Dark Coloured Background

Single Colour Logo With Tagline

Vertical Single Colour Logo With Tagline

The Reverse (Single Colour) logo with tagline should be used against dark coloured backgrounds to enhance visibility All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 37


LOGO COLOUR USAGE Grayscale Logo

C:0 M:0 Y:0 K:80

C:0 M:0 Y:0 K:50

C:0 M:0 Y:0 K:100

C:0 M:0 Y:0 K:0

The logo can be reproduced in greyscale in cases where the colour usage isn’t possible

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

38 RBL BANK BRAND BOOK


LOGO COLOUR USAGE Non-Standard Logo

The Non-Standard logo is only used for Branch Signages and Lanyards Incase the Master Brand logo is to be used against other coloured backgrounds, place the logo in a white casing as demonstrated above All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 39


LOGO APPLICATION Signages

17.62' 0.93'

0.93' 0.25'

2.32'

emIm Zm_

0.25' 1.76'

Branch Signage : 20'x3'

ATM Signage

The application of Non Standard Logo on the Branch and ATM signage should be placed in a manner that ensures maximum visibility

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

40 RBL BANK BRAND BOOK


LOGO UNIT APPLICATION Stationary

Lanyard

1X

1X

1X

1X

1X

0.5X

1X

0.5X

NAME SURNAME

1X

1X

1X

1X

Employee Name

Business Card

Employee Code

ID Card In the case of Lanyards only, the Non-Standard logo and the tagline should be placed in an equidistant horizontal manner to ensure maximum visibility All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 41


LOGO UNIT APPLICATION Stationary 1X

1X

1X

0.5X

1X

1X

1X

1X

1X

0.5X

1X

Letter Head

1X

1X

Large Envelope : 12.5"x 9.5"

1X

1X

0.5X

1X

1X

Small Envelope : 9"x4.5" PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

42 RBL BANK BRAND BOOK


LOGO UNIT APPLICATION Merchandise

T-shirt : Front

T-shirt : Back

T-shirt : Sleeve

Keychain Cap All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 43


LOGO UNIT APPLICATION Merchandise

Bags

Umbrella Bags

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

44 RBL BANK BRAND BOOK


LOGO UNIT APPLICATION While using the RBL Bank logo across ATL (Above-the-line) and/or BTL (Below-the-line) mediums, it has to be given importance visually. The logo must look clean and uncluttered and also have the prescribed am mount of breathing space around it. Indicative application across various mediums below, to help give a sense of the placement and visual treatments.

Safe Deposit Lockers Ultimate Security. Absolute Privacy.

Educational Certificate

Legal Documents

Insurance Policies

Passport & Pancard T & C Apply

Precious Jewellery

CUSTOMER SERVICE (Toll Free)

1800 123 8040

E-MAIL

customercare@rblbank.com

WEBSITE

www.rblbank.com

Banner

It is recommended to use the logo unit on the bottom right or the top right for ATL & BTL All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 45


LOGO UNIT APPLICATION

Website

Emailer Use the logo unit on top band of the canvas for online (website, internet banking, emailer, social media posts etc) Use Master Brand logo without tagline for mobile apps only All creative must carry at least one Call to Action

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

46 RBL BANK BRAND BOOK


PAGE RBL BANK BRAND BOOK 47


PAGE

CREDIT & DEBIT CARDS

48 RBL BANK BRAND BOOK


PAGE RBL BANK BRAND BOOK 49


LOGO UNIT APPLICATION Debit Card

Customer Care No: c1800 123 8040

1X

Visit us at www.rblbank.com

1X

1X 1X

AUTHORISED SIGNATURE-NOT VALID UNLESS SIGNED

world

123

DEBIT CARD

5122 9300 1700 3652 5122

VALID FROM

VALID THRU

01/13

01/18

1X

CARDHOLDER NAME

1X 0.5X

1X

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

50 RBL BANK BRAND BOOK

1X

1X


LOGO UNIT APPLICATION Credit Card

Customer Care Email: cardservices@rblbank.com

1X

1X

Customer Care No: 1800 121 9050

1X 1X

AUTHORISED SIGNATURE-NOT VALID UNLESS SIGNED

platinum

123

5243 7301 2345 6789 VALID FROM

VALID THRU

01/13

01/18

1X

1X

ANSHUL SHARMA 1X 0.5X

1X

1X

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 51


LOGO UNIT APPLICATION Welcome Kit

Exceptions regarding logo usage for any co-branded card will be presented to Managing Director/Executive Director for approval

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

52 RBL BANK BRAND BOOK


LOGO UNIT APPLICATION Welcome Kit

Exceptions regarding logo usage for any co-branded card will be presented to Managing Director/Executive Director for approval All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 53


CO-BRANDED APPLICATION Co-branded Credit Cards

Exceptions regarding logo usage for any co-branded card will be presented to Managing Director/Executive Director for approval

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

54 RBL BANK BRAND BOOK


CO-BRANDED APPLICATION There may be situations where the RBL Bank’s logo is placed along with logos of other organizations. In such a scenario first attempt should be made to give more prominence to the RBL Bank logo.

ATL - Press Ad

Online - Emailer

All applications of the logo unit are subject to approval by the RBL Bank Brand Team Examples demonstrated on this page are purely indicative

PAGE RBL BANK BRAND BOOK 55


PAGE

SUB-BRANDS

56 RBL BANK BRAND BOOK


KEY SUB-BRANDS

Refer to the individual guidelines for each of the sub-brands PAGE RBL BANK BRAND BOOK 57


USAGE WITH BACKGROUND Consistent usage of Master Brand or Single Colour Logos or secondary colour palette helps build recognition of the brand and ensures correct brand recall.

Primary Background

Colourful Background

Gradient Background

Digital Background

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All applications of the logo unit are subject to approval by the RBL Bank Brand Team

58 RBL BANK BRAND BOOK

Solid Colour Background


INCORRECT LOGO USAGE To maintain a cohesive distinct image across all communication material, it is imperative to follow the guidelines in terms of proportion, type, and colour.

Do not use colours other than prescribed brand colours to create the logo

Do not change the order in which the colours are applied to the logo

Do not use a single colour logo in any colour other than the prescribed colours

Do not change the typeface of the logo

Do not change the proportions of the logo

Do not change the composition of the logo other than the prescribed versions

Do not rotate

Do not scale or stretch the logo disproportionately

Savings Account

Do not use any elements within the minimum clear space area

Do not use the logo against a busy pattern

Do not use the logo against a busy photographic background

Do not use the primary logo against any solid background other than RBL Bank Blue

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 59


Incorrect Applications

ENJOY A WIDE RANGE OF EXCITING BENEFITS

RBL Bank Ltd. One Indiabulls Centre, Tower 2B , 6th Floor, 841, Senapati Bapat Marg, Lower Parel (W), Mumbai 400013. India.

Adhere to all instructions specified for correct logo usage in order to maintain a robust logo identity

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

60 RBL BANK BRAND BOOK

360

, 2014


Incorrect Applications

Adhere to all instructions specified for correct logo usage in order to maintain a robust logo identity PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

RBL BANK BRAND BOOK 61


PAGE 62 RBL BANK BRAND BOOK


COLOURS Consistent colour application is vital to building the identity of the brand. Hence, it is important to use the correct colour specifications which reflect the core values of the Bank.

PAGE RBL BANK BRAND BOOK 63


PRINCIPLE COLOURS

R : 027

M : 090

G : 050

Y : 000

B : 129

Blue denotes purity. It is the colour that represents the infinite sky and ocean. The colour also represents the virtues of truth and moderation.

C : 000

R : 237

M : 100

G : 028

RED

Y : 100

B : 036

K : 020

K : 000

CMYK is to be used for print (for a four-colour press) & RGB for electronic mediums Always use the correct colour specifications to ensure visual consistency

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All applications of the logo unit are subject to approval by the RBL Bank Brand Team

64 RBL BANK BRAND BOOK

BLUE

C : 100

Red is the warmest of colours and is known to represent prosperity. It is an attention grabbing colour.


PRESCRIBED USAGE OF PRINCIPLE COLOURS The Bank’s principle colours Red and Blue are an essential part of the brand and must be used in all communications to maintain a distinct brand identity.

It is recommended that the ATL creative on the whole, should have at least 20% usage of the principle colours (Blue: Red) in the ratio of 4:6

It is recommended that the BTL creative on the whole, should have at least 20% usage of the principle colours (Blue: Red) in the ratio of 7:3

PAGE RBL BANK BRAND BOOK 65


PRINCIPLE COLOUR APPLICATION Sample Communication

LET’S TRAVEL THE WORLD PERSONAL LOANS AT ATTRACTIVE RATES www.rblbank.com

Brand Colours in Imagery

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

66 RBL BANK BRAND BOOK


PRINCIPLE COLOUR APPLICATION Sample Communication

DINE IN STYLE Avail 5% discount on your dining spends on your credit card

THERE ARE MORE REWARDS TO THE STORY Earn 2 Reward Points per ` 100 spent on your credit card

Call : 1800 123 8040 | Visit : www.rblbank.com

Call : 1800 123 8040 | Visit : www.rblbank.com

Brand Colours in Content

Brand Colours in Content Band

The above mentioned images demonstrate the application of the primary colours to maintain a distinctive brand identity These guidelines while allowing for flexibility in terms of the creative approach also strengthens the identity at the same time The brand logo is in a fixed position either on the bottom right or top right as specified above All applications of the logo unit and colours are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 67


PRINCIPLE COLOUR APPLICATION Brand Colours in Marketing Band

Explore 3600 support for your cross-border banking Trade and foreign exchange products and services

Operating in a global business environment make your dealings with overseas clients imperative. RBL Bank brings to you Trade and Forex BUSINESS BANKING & EMERGING ENTERPRISE FINANCE

Range of integrated financial solutions

SMS ‘TRADE’ to 5607011

PAGE

www.rblbank.com

68 RBL BANK BRAND BOOK

Dedicated team of Experts

Customized tailor-made business solutions

Multiple and easy-to-access channels


BRAND IDENTITY ELEMENTS Ribbons The ribbons comprise of our two corporate colours- red and blue. The fluid design of the ribbons showcase the Bank’s ability to be adaptable, responsive and nimble-footed in these ever changing times. It also symbolises a new wave which the Bank is poised to be part, in the current economic and business landscape of India.

PAGE RBL BANK BRAND BOOK 69


BRAND IDENTITY ELEMENTS Apno Ka Bank Tagline Unit ‘Apno Ka Bank’ at the core evokes a sense of belonging and is an integral part of our organisational personality. The usage of the ‘Apno Ka Bank’ brand tagline helps emphasise our attempt to create as a Bank that represents the best in banking, governance and service standards and one which our customers, employees and partners can call their ‘own’. Futura MT BT font typeface has been used for this particular usage of the tagline in capital letters. For other renditions of the tagline, one can choose from any of the corporate or supportive fonts listed earlier.

Collage

PAGE

RBL Bank’s transformation was made possible through people power; people who worked together to turn a dream into a reality. The collage with diverse people from all walks of life showcases that the Bank acknowledges that and is attempting to build an institution ‘of the people, by the people and for the people’.

70 RBL BANK BRAND BOOK


BRAND IDENTITY ELEMENTS Marketing Band To stick to the prescribed usage of the principle colours on collaterals one may use the marketing band as demonstrated.

70%

30%

The width & thickness of the band can vary. The suggested proportion of the primary colours can be 7:3 (Blue:Red)

70%

30%

The marketing band must be stretched horizontally and can be used at the top or bottom of the creative

PAGE RBL BANK BRAND BOOK 71


SECONDARY COLOUR PALETTE C 100

M 0

Y 20

C 100

K 0

M 0

Y 40

K 0

C 100

M 0

Y 60

K 0 C M

0 10 0

Y K

0

K

80

0

Y

0

OU

0

COL

RS

C 100

C

M 0

TERTIARY

M 60

K 40

Y 0

C 0

C 100

GREY SCALE

M Y 0 0

K 0 M 40

K 100

Y 0

0 C 0

M 0

Y

K 0 M 20

0 10 M

75

K

Y

0

K

Y 0

0

10

0

C

C

0 M

0 Y

0 K

C 0

M 0

100 Y

M 45

0 K 0

C 0

M 15

Y 100

K 0

Y 0

10

0 K

C

PAGE

C

100 0

72 RBL BANK BRAND BOOK


SECONDARY COLOUR APPLICATION

Secondary colour palette can be used for illustrations, infographics and any other graphical elements only, while retaining the prescribed usage ratio of primary colours All colour applications in the creative are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 73


PAGE 74 RBL BANK BRAND BOOK


Typography is an important element to establish corporate identity. Depending on the layout and the medium of communication, a suitable weight for the typeface can be used.

PAGE RBL BANK BRAND BOOK 75


CORPORATE FONT PREFERRED FONT 1: ROBOTO Benefits of ROBOTO Roboto is a sans-serif typeface family developed by Google as the system font for its mobile operating system Android. Since then Google began using these fonts in Android, Youtube, Google Maps, Google Plus and many other Google’s services. Roboto is featured in more than 11,000,000 websites. Roboto has been refined extensively to work across the wider set of supported platforms. It is slightly wider and rounder, giving it greater clarity and making it more optimistic Roboto is already adopted by the Bank’s digital team across all digital platforms

ROBOTO

LIGHT ROBOTO

PAGE

NORMAL 76 RBL BANK BRAND BOOK

India’s fastest growing private sector bank

India’s fastest growing private sector bank


ROBOTO

MEDIUM

India’s fastest growing private sector bank

ROBOTO

BOLD

India’s fastest growing private sector bank

ROBOTO

BLACK

India’s fastest growing private sector bank

PAGE RBL BANK BRAND BOOK 77


CORPORATE FONT PREFERRED FONT 2: FUTURA MD BT Benefits of FUTURA MD BT Futura is a geometric sans-serif typeface which has an appearance of efficiency and forwardness Futura remains an important typeface family and is used on a daily basis for print and digital purposes for both the headline and body copy. The font is also used extensively in advertisements and logos The font is used widely due to its combination of classicism and modernity The font is already in use for our brand tagline

FUTURA MD BT

NORMAL FUTURA MD BT

BOLD PAGE

Only Futura MD BT Bold can be used for our tagline rendition Futura MD BT Normal can be used in the bodycopy

78 RBL BANK BRAND BOOK

India’s fastest growing private sector bank

India’s fastest growing private sector bank


CORPORATE FONT PREFERRED FONT 3: ANDES Benefits of ANDES Andes typeface is part of the sans serif family This typeface contains additional italic glyphs (a, y, z, g) that help to emphasize text or words making it well suited for use in logotype Andes is a display typeface that is already in use for our Master Brand Logo Unit

ANDES

LIGHT ANDES

NORMAL

India’s fastest growing private sector bank

India’s fastest growing private sector bank

PAGE RBL BANK BRAND BOOK 79


ANDES

MEDIUM

India’s fastest growing private sector bank

ANDES

BOLD ANDES

PAGE

BLACK 80 RBL BANK BRAND BOOK

India’s fastest growing private sector bank

India’s fastest growing private sector bank


SUPPORTIVE FONT The suggested supportive fonts are to be used only in cases where the preferred fonts are not readily available.

SUPPORTIVE FONT 1: ARIAL

ARIAL

NORMAL ARIAL

BOLD

India’s fastest growing private sector bank

India’s fastest growing private sector bank

ARIAL

BLACK

India’s fastest growing private sector bank

PAGE RBL BANK BRAND BOOK 81


SUPPORTIVE FONT The suggested supportive fonts are to be used only in cases where the preferred fonts are not readily available.

SUPPORTIVE FONT 2: CALIBRI

CALIBRI

LIGHT CALIBRI

NORMAL

India’s fastest growing private sector bank

India’s fastest growing private sector bank

CALIBRI

PAGE

BOLD 82 RBL BANK BRAND BOOK

India’s fastest growing private sector bank


PAGE RBL BANK BRAND BOOK 83


PAGE 84 RBL BANK BRAND BOOK


IMAGERY Visuals are an impactful way to get the message across, besides providing a richer experience than text-heavy content. From a scientific perspective, it’s been found that using visuals help the audience remember the information more effectively. The reason is that images are directly deposited and stored into the long-term memory, whereas words only make it to the short-term memory. Hence it is imperative to ensure optimal and intelligent use of quality imagery.

PAGE RBL BANK BRAND BOOK 85


IMAGERY Primary Principles Empathy : Associate with positive feelings of understanding our customer challenges and expectations Flexibility : Appear simple yet innovative in our approach and walk the extra mile for our customer Partnership : Come across as an approachable and trustworthy partner

Guidelines for Visuals Should connect with the product, service or offer that is being communicated Should appear to be a slice of life situation Should drive likeability, approachability and generate curiosity Should have a clean and clutter-free layout Can have a subtle tone of humour if deemed appropriate or relevant The overall look of the creative should be bright, upscale and aspirational Chosen images should be suitably modified to incorporate the primary colours While representing currency, the National Emblem and Gandhiji’s face should be masked No religious symbols and emblems should be used

Imagery Style

PAGE

Indian models Aspirational Smart Relatable / Relevant Progressive Positive Warm

86 RBL BANK BRAND BOOK


IMAGERY Human Photography

All applications of the imagery are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 87


IMAGERY Product Photography

Some element of human interaction is recommended in product photography

PAGE

All applications of the imagery are subject to approval by the RBL Bank Brand Team

88 RBL BANK BRAND BOOK


IMAGERY Illustrations

Secondary colour palette can only be used for illustrations, infographics and any other graphical elements, while retaining the prescribed usage ratio of primary colours All applications of the imagery are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 89


IMAGERY APPLICATION

www.rblbank.com

WE'RE IN SUITS FROM 9 TO 5 AND IN YOUR SHOES, 24 X 7

EVEN WE’VE LEFT HOME WITH AN EMPTY WALLET

24 X 7 CUSTOMER SERVICE.

UNLIMITED FREE WITHDRAWALS AT ALL ATMS IN INDIA.

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

90 RBL BANK BRAND BOOK


INCORRECT APPLICATION

APNO KA BANK

Transact with lightning fast speed & real time response with

RBL BANK APIs

NO DOWNLOADS, NO INSTALLATIONS Now open your Savings Account in minutes

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 91


PAGE 92 RBL BANK BRAND BOOK


ICONOGRAPHY

PAGE RBL BANK BRAND BOOK 93


ICONOGRAPHY

PAGE

Primary colours should be used to develop the icons Line drawing style should be used for the icons

94 RBL BANK BRAND BOOK


ICONOGRAPHY

Primary colours should be used to develop the icons Line drawing style should be used for the icons PAGE RBL BANK BRAND BOOK 95


CONTENT TONALITY The tonality used should have a sense of belongingness, resonating with the thought of ‘Apno Ka Bank’ and should be in line with the values of the Bank The communication should be in good taste with gentle and warm emotions The message should be upfront and simple to understand Headline and visuals should be coherent with each other and with the message in the communication The copy should be concise and readable The content should be relevant and engage with our audience All English communication should use ‘UK English’ The 'call to action' should be clearly indicated and prominent in all communication In all promotional communication, the ‘Offer Period’ should be clearly mentioned Ideally, body copy in the creative should be justified

PAGE

The message should aim to achieve the key objectives of customer acquisition and brand recall

96 RBL BANK BRAND BOOK


CONTENT APPLICATION

All applications in the creative are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 97


PAGE 98 RBL BANK BRAND BOOK


TOUCH POINTS APPLICATION ACROSS MEDIUMS

PAGE RBL BANK BRAND BOOK 99


PAGE 100 RBL BANK BRAND BOOK


BRANCH & ATM

PAGE RBL BANK BRAND BOOK 101


Dangler Here

Poster Here Size : 2'x3'

PAGE

MAY I HELP YOU

102 RBL BANK BRAND BOOK


BRANCH INTERIOR

Dangler Here

Poster Here Size : 2'x3'

MAY I HELP YOU

Poster Here Size : 2'x3'

MAY I HELP YOU

MAY I HELP YOU

PAGE RBL BANK BRAND BOOK 103


ATM INTERIOR

Poster Here Size : 2'x3'

Poster Here Size : 2'x3'

Poster 16"x10" Poster 16"x10"

PAGE

Poster 16"x10"

104 RBL BANK BRAND BOOK


PRINT APPLICATION

PAGE RBL BANK BRAND BOOK 105


PAGE 106 RBL BANK BRAND BOOK


OUTDOOR APPLICATION

PAGE RBL BANK BRAND BOOK 107


EVENTS & ENGAGEMENT PLATFORM Guru mantra A platform where eminent, self-actualised personalities who have reached the pinnacle of their professions share interesting information on their life experiences, with our customers. The sessions involve an informal chat with a senior member of the Bank, acting as the interviewer.

Conversations @ RBL Bank A platform where a mix of eminent key note speakers who are either industry leaders, top management executives or influential thought leaders from across industries, come and deliver talks on their areas of expertise. Through these curated speaker sessions, the audience gain an understanding on the importance of a strong brand and the efforts that go into building one.

PAGE

Musical Evening This is a unique customer engagement platform where we bring our clients together for a musical experience that resonates and connects with them. The platform boasts of music legends coming and performing for our audience.

108 RBL BANK BRAND BOOK


EVENTS & ENGAGEMENT PLATFORM

PAGE RBL BANK BRAND BOOK 109


EVENTS Sample Backdrop

PAGE

Maintain minimum clearance area around the logo to avoid visual clutter

110 RBL BANK BRAND BOOK


EVENTS Sample Backdrop

Maintain minimum clearance area around the logo to avoid visual clutter

PAGE RBL BANK BRAND BOOK 111


EVENTS Canopy

Small : 2'x6'X2"

PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

112 RBL BANK BRAND BOOK

Big : 6'x6'X7'


EVENTS Stall

Standard Size : 8'x10'X10'

PAGE RBL BANK BRAND BOOK 113


EVENTS Standees

3'x6' PAGE

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

114 RBL BANK BRAND BOOK

3'x6'


EVENTS Flags

Flag for exhibition /event venue

Flag for sport ground

All applications of the logo unit are subject to approval by the RBL Bank Brand Team

PAGE RBL BANK BRAND BOOK 115


marketing@rblbank.com https://www.facebook.com/TheRBLBank/ https://twitter.com/rblbank https://www.instagram.com/rbl_bank/ https://linkedin.com/company/rbl-bank

RBL Bank- Brand Book  

Ver. 1 (October 2017)

RBL Bank- Brand Book  

Ver. 1 (October 2017)

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