BRAND GUIDE

BRAND GUIDELINES

These guidelines have been developed to provide a comprehensive understanding of the brand and visual identity of Sannam S4 Group, Seamless, and Acumen.

It shows how to correctly implement brand elements, whatever the design context: be it a website, PowerPoint slide, social media post, conference banner or a business card.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

OUR BRAND VALUES WHAT WE BELIEVE

These are the principles we believe in and measure ourselves by – every day.

Integrity

Our commitment is to people first and foremost. By taking care of our employees, partners, and clients, we can take better care of business too. Much like our namesake, our people need the right kind of nurturing to grow.

Collaboration

Trust is the foundation of any successful business. We trust our people to do great work, we respect our partnerships, and we understand the importance of the personal approach when it comes to connecting with our clients.

Agility Empowerment

Innovation is key to providing what our clients need. Our approach to business gets rid of rigid structure, using agile solutions and entrepreneurial pathways to reach new accomplishments for our clients. We're not afraid to think outside the box.

You can't learn to cook without breaking a few eggs. We take responsibility for our learning and development. We empower the people in our company and our partners to educate, improve and develop new skills to provide our clients with the best service.

Impact

We make change happen. Our team delivers impactful solutions that solve specific problems, and we do so based on the needs of our clients every time. We get to know you, understand your challenges, and work with you to achieve what needs to be done.

ONE MISSION • ONE TEAM • PLAYING TO WIN

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

GROUP LOGO

The Sannam S4 Group logo is one of the key elements or ‘brand codes’ of our visual identity – a universal signature across all our communications.

It’s a guarantee of quality.

The logo consists of two distinct elements, the ‘S’ Icon and Sannam S4 Group Wordmark.

It’s vital that its application is consistent wherever it appears. The primary version of the logo displays the full colour ‘S’ icon and whiteout Wordmark on a grey background.

The ‘S’ Icon is positioned to the left of the Wordmark.

There will be applications where this is not possible. In these circumstances the secondary version of the logo can be used as shown.

Alternatively there is a stacked version (See next page).

Secondary

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

Horizontal Logo - Primary version

version

‘S’ Icon Wordmark

GROUP LOGO

Stacked Logo - Primary version

For applications where the horizontal, primary or secondary logo is not possible or appropriate, please use the stacked version.

Secondary version

LOGO COLOURWAYS

The Sannam S4 Group logo is available in both negative and positive colourways.

The negative and positive mono versions of the logo should only be used for single-colour print applications.

Negative Positive Colour Colour Mono Mono

LOGO CLEAR SPACE

All Sannam S4 Group logos are protected by an invisible clear space zone where no graphic material other than the background should appear. This ensures the logo remains free from any visual interference.

The clear space zone ensures that the placement of the logo is never too close to the outer edge of any layout to which it is applied.

To maintain legibility, do not reproduce the logo any smaller than the minimum size indicated.

All logos are created with the clear space but should you need to create a visual guide the icon is rotated 35o to create the marker.

The Sannam S4 Group 'S' icon can be used as a standalone graphic element as part of the overall visual identity.

It can be used in conjunction with other visual elements, (e.g. imagery and text).

For colour reference please see page 13.

Sannam

Sannam S4 Group Grey

Sannam S4 Group Orange

black

LOGO ANIMATION

Animation is a fantastic medium to enhance presentations and to grab attention for social media.

We have created a logo animation or ‘sting’, that can be used as an introduction to videos or presentations.

Doing so will reinforce the Sannam S4 Group visual identity.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

GRAPHIC DEVICES

‘S’ icon

The Sannam S4 Group visual identity incorporates a ribbon graphic device inspired by the ‘S’ icon, to create visual interest and aid brand recognition.

The ribbon graphic device can be shown in two ways:

• Ribbon animation

• Ribbon background images

S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

Sannam

BACKGROUNDS

There are 4 approved ribbon backgrounds.

They can be used as crops, and flipped to create a variety of different visuals.

They can also be used in the Sannam S4 Group Grey.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY

ICONS

Using the following icon style guide is essential to maintain the Sannam S4 Group visual identity.

A simple, ‘keyline-style’ approach and using brand colours enables new content to be created quickly and simply.

Details on how to download and use the brand icons, including amending the colour to the brand grey Sannam S4 Group at the end of this document under ‘Next Steps’.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

Reversed out style

STRAPLINE

The Sannam S4 Group strapline is Explore. Enter. Expand.

It is a descriptive, ‘short-cut’ summation of our core, client business offering.

It’s an important part of our visual identity and should be used as a communication sign-off.

To ensure a consistent brand recognition, the strapline it should always be set in our brand typeface ‘Poppins Bold’, in sentence case with full stops.

It can be displayed in White or Sannam S4 Group Orange on our Sannam S4 Group Grey background, or in Sannam S4 Group Grey or Black on a White background.

It can be displayed on one line or stacked, ranged left, as shown opposite.

It should only be applied once to a layout, document or collateral item and NOT repeated multiple times.

TYPOGRAPHY

TYPOGRAPHY

Our brand typeface is Poppins and should be used across all communications. The consistent use of this font family is vital to ensure audience recognition of the Sannam S4 Group visual identity.

Poppins is very legible and flexible in-use. The font gives our brand a ‘friendly’ yet ‘contemporary’ look. Use the Bold and Light weights of Poppins together for visual contrast.

Feel free to use the rest of the Poppins font family for specific applications, e.g. small text captions / 7pt / Poppins Medium Italic.

INSTALLING POPPINS

Our brand font is Poppins and the various weights of the font can be used.

Install the font family and check that the font is active on your device.

Download Poppins

Poppins is available at https://fonts.google.com/download?family=Poppins

Extract ZIP file

Extract the contents from downloaded Poppins.zip file to the desktop/new folder.

Select all files in folder

Select all files from the .zip file (except OFL.txt file), right-click on them, click Install.

IMPORTANT! Restart your PC

To check that Poppins family is installed, restart your PC, after logging back, Poppins should be installed.

TYPOGRAPHY - LAYOUT

PowerPoint Examples

STATIONARY

Profile Description and Profile Picture

APPLICATION EXAMPLES

The following Sannam S4 Group eShot templates are available to use via our HubSpot account.

Using these templates as a guide to create all eShot communication will ensure visual consistency for our brand.

Should you require the creation of a new eShot template, please contact the marketing department for advice and assistance.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY

APPLICATION EXAMPLES

Sannam

Seamless [Boiler Plate]

Seamless is the preferred global partner for strategic entry and expansion into India, Asia and beyond. Our team of experts guide our clients from end to end, helping build globalisation growth strategies, set up entities, run payrolls, oversee accounting and compliance, hire local teams and so much morewe handle the backend, so you can keep an eye on your goals.

Our deep domain experience ensures your ability to thrive and succeed. While we understand how to best create revenue within your active market, we pride ourselves on strategies based on integrity, transparency and trust.

Seamless[Elevator Pitch]

If you want to set up shop in Asia and beyond, we’re your partner from start to finish. We can set up your entity, run your payroll, do your accounting and oversee your compliance. We are ready to manage your business and handle your on-the-ground operations, whether that be in India, Vietnam, Singapore, Indonesia, or another key Asian market.

Once you are up and running, we can advise you on growth, ensuring you are being compliant while also respecting local customs. Our deep domain experience ensures your ability to thrive and succeed.

Our Approach -

The End to End Expansion Experts

The end to end expansion experts. That's Seamless. As part of the Sannam S4 Group, Seamless is the promise of an exciting future for organisations and brands all over the world. With a passion for growth and a deep understanding of the steps needed to make expansion successful, our team is the powerhouse behind 'going global' for businesses across the planet.

Our approach is built on the foundation of expertise, understanding, and insight. We know we're good at what we do, and our success is all the evidence we need to achieve great things for the people we work for. Your business is more than just a stepping stone for us – we want to know you, understand you, and help you succeed. Since our story began in 2008, our goal has been to deliver innovation and support to businesses that want to grow in India, Asia, and beyond. Seamless is the result of years of cultivation, hard work and growth of our own, and our approach reflects the values and passion we've put into our brand every step of the way.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

SEAMLESS LOGO

SEAMLESS LOGO - CLEAR SPACE

By keeping some breathing room around the logo enables clear identity and protection over a very important brand asset.

The clear space would be the height of the letter M from the Seamless logo. Minimum Size Solid black alternative logo 100px

LOGO PLACEMENT

When 2 brand logos appear together, Seamless logo sits in line with the logotype Sannam S4 Group.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

LOGO USAGE

When 2 brand logos appear together and are forced on the same horizontal line, Sannam S4 Group logo is first.

Do not stack the logos vertically.

Logo correct usage

Do not rearrange or change any colours

Do not stretch or squash

Do not alter any fonts

SEAMLESS STRAPLINE

The strapline for Seamless is The End to End Expansion Experts

It’s important to keep that strapline exactly as seen, keep the starting ‘The’ and no hyphens between ‘end to end’.

TYPOGRAPHY

Our brand typeface for Seamless is the same as the Sannam S4 Group font family.

The typeface Poppins should be used across all communications. The consistent use of this font family is vital to ensure audience recognition of Seamless and Sannam S4 Group visual identity.

Poppins is very legible and flexible in-use. The font gives our brand a ‘friendly’ yet ‘contemporary’ look. Use the Bold and Light weights of Poppins together for visual contrast.

Feel free to use the rest of the Poppins font family for specific applications, e.g. small text captions / 7pt / Poppins Medium Italic.

Fall back font

such as Microsoft Word / PowerPoint presentations and online.

SEAMLESS ICONS

Using the following icon style guide is essential to maintain the Seamless visual identity.

A simple, ‘keyline-style’ approach rather than block colour keeps brand consistency.

The icon stroke/colour should be the Seamless brand blue when used on a light background. Use a white stroke on a darker background.

Details on how to download and use the brand icons, including changing the icon colour to Seamless Blue at the end of this document under ‘Next Steps’.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY

Reversed icons

SEAMLESS LOOK & FEEL

Seamless is a clean, clear and professionally presented brand.

The use of waves and ribbons works really well within the Seamless brand. Use subtly and keep the lines clean.

Waves / Ribbons

Rounded edges for boxes also works well in the Seamless brand. Sannam

BACKGROUND

There are approved ribbon backgrounds.

They can be used as crops, and flipped to create a variety of different visuals.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

ABOUT ACUMEN

Acumen [Boiler Plate]

Acumen is committed to helping globally-ambitious university and education partners enter, explore and expand in South Asia, South East Asia, and beyond. We offer a dedicated range of services to drive recruitment, student enrolment, develop strategic partnerships, and research collaboration. As a result, we act as an extension of your brand, by connecting you with the world’s best students, utilising strategic international education opportunities, understanding your ideal market through research and insights, and help mitigate any risks along the way.

We operate in over 20 countries, with more than 250 industry practitioners with deep local knowledge and global expertise. We help navigate a competitive education landscape from end to end, while always prioritising your success.

Acumen [Elevator Pitch]

We all need an edge in today’s competitive international education market. What worked for you in the past won’t be enough to succeed today. Let us help you reach your international student recruitment goals, find the right partners, understand your ideal market with insights, and launch new global initiatives.

Our track record speaks for itself – one out of five Indian students studying in the UK is an Acumen student, as is one out of every four Nepalese students. We deliver excellence throughout Asia and beyond. We know what you need to thrive, not only today but in the future. With Acumen as your internationalisation partner, we help you navigate the entire journey from start to finish, we’re there every step of the way.

Our ApproachBringing innovation to the education market

From our origins in India to our diverse, global education service across Asia and beyond, our approach has always been to give organisational leaders precisely what they need. Guidance and expertise through their internationalisation journey that they can trust. Our end-to-end approach empowers universities, educational institutions, and organisations to take their first steps onto the global stage. We're here every step of the way to provide the recommendations and resources needed to achieve positive results.

Since our story began in 2008 under the Sannam S4 Group umbrella, Acumen, the most-trusted name in the education sector, is focussed on providing valuable market insight, guidance, and internationalisation to our clients. Our unique understanding, people-first approach and student-focussed insights have made us an invaluable partner for education institutions and organisations in every corner of the globe. We take the globalisation of education institutions and organisations to the next level, never losing sight of what's important. Our people and partners.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY

ACUMEN LOGO

Acumen logo variations.

Ribbon Icon Wordmark

Ribbon Icon Reversed wordmark

BRAND & VISUAL IDENTITY GUIDELINES

ACUMEN LOGO - CLEAR SPACE

By keeping some breathing room around the logo enables clear identity and protection over a very important brand asset.

The clear space would be the height of the letter M from the Acumen logo.

Minimum Size

Solid black alternative logo 100px

LOGO PLACEMENT

When 2 brand logos appear together, Acumen logo sits in line with the logotype Sannam S4 Group.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

LOGO USAGE

When 2 brand logos appear together and are forced on the same horizontal line, Sannam S4 Group logo is first.

Do not stack the logos vertically.

Logo correct usage

Do not rearrange Do not recolour or move elements Do not misshape or change fonts

The Acumen strapline is Bringing innovation to the education market

It is a descriptive, ‘short-cut’ summation of our core, client business offering.

It’s an important part of our visual identity and should be used as a communication sign-off.

To ensure a consistent brand recognition, the strapline it should always be set in our brand typeface ‘Poppins Bold’, in sentence case with full stops.

It can be displayed in White or Acumen Orange on Acumen Purple background, or in Acumen Purple or Black on a White background.

It can be displayed on one line or stacked, ranged left, as shown opposite.

It should only be applied once to a layout, document or collateral item and NOT repeated multiple times.

Bringing innovation to the education market

Bringing innovation to the education market

Bringing innovation to the education market

Bringing

innovation to the education market Bringing innovation to the education market

TYPOGRAPHY

Our brand typeface for Acumen is the same as the Sannam S4 Group font family.

The typeface Poppins should be used across all communications. The consistent use of this font family is vital to ensure audience recognition of Acumen and Sannam S4 Group visual identity.

Poppins is very legible and flexible in-use. The font gives our brand a ‘friendly’ yet ‘contemporary’ look. Use bold and lighter weights of Poppins together for visual contrast.

Feel free to use the rest of the Poppins font family for specific applications, e.g. small text captions / 7pt / Poppins Medium Italic.

ACUMEN ICONS

Using the following icon style guide is essential to maintain the Acumen visual identity.

A simple, ‘keyline-style’ approach rather than block colour keeps brand consistency.

The icon stroke/colour should be the Acumen brand purple when used on a light background. Use a white stroke on a darker background.

Details on how to download and use the brand icons, including changng the icon colour to Acumen Purple at the end of this document under ‘Next Steps’.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY

Reversed icons

ACUMEN LOOK & FEEL

Acumen is a clean, clear and professionally presented brand.

BACKGROUND

There are approved ribbon backgrounds.

They can be used as crops, and flipped to create a variety of different visuals.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

Group Combinations

Sannam S4 Group has a family of brands that will need to sit next to each other, sometimes, all at once.

Sannam S4 Group logo always leads. If arranged horizontally, left to right, the Sannam S4 Group logo is on the left.

Horizontal arrangement

Rule: Don’t stack vertically.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

OUR BRANDS

Group Combinations

If our family of brands and their logos need an alternative arrangment, the Sannam S4 Group logo sits on top.

Seamless and Acumen should sit underneath the Sannam S4 Group logo following the spacing as shown.

Alternative arrangement. Sannam S4 Group logo on top.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

Using 2 brand logos or more

If your presentation or product uses 2 of our brands, then you default to the main brand colour palette and brand style. As the font Poppins runs throughout all our brands, your text can remain. Colour palette should be Sannam S4 Group.

CMYK 84 / 65 / 51 / 57 Hex #26333D RGB 38 / 51 / 61

Sannam S4 Group Grey CMYK 0 / 64 / 85 / 0 Hex #FC782B RGB 252 / 120 / 43

Where possible, keep the background white and use the Sannam S4 Group Grey as the signature colour.

This guidance is to avoid any doubt as to not use the Seamless Blue when placing the Acumen Purple. This is crossing the brands. We would use the Sannam S4 Group palette and brand guidance with respect to Seamless and Acumen.

MULTIPLE BRANDS

Using 2 brand logos example

Example slide layout

Light grey background with Sannam S4 Group grey as footer and header trim.

Example slide layout

White background with Sannam S4 Group grey as footer and header trim.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

For brand consistency, there is a growing list of terms, words and specific ways our brands use phrases, words and sentences.

As a global brand, we use specific spelling to keep brand consistency, with an exception as outlined.

Tone of Voice

Sannam S4 Group understands the value of a strong brand identity. That’s why we created multiple business units, ensuring our message was clear, targeted, and relatable to those most likely to engage with our products and services.

Our tone of voice is echoed across our communications channels, woven into all Sannam S4 Group brands, and is integral to our identity. It should reflect our brand values by sounding friendly and informative, and demonstrating a passionate authority. Using a tone of voice that compliments our brand will enhance our image as a global, modern and forward-thinking organisation.

It’s important to ensure that our style of communication is consistent - whether it’s content for our platforms or in an email to a client.

These tips will help to ensure that our voice is in harmony with our brand identity:

• Be careful with jargon: It may be useful when you’re talking with a colleague, but it might alienate someone reading from outside the organisation.

• Use the Active voice, rather than passive: For example, use 'Marnie designed the brand logo' rather than 'the brand logo was designed by Marnie'. The Active voice is far more engaging, as it puts Marnie in the spotlight rather than the inanimate logo.

• Use plain, everyday English: The idea is to communicate, not to confuse. Effective communication is achieved with short simple words, in short simple sentences. Elaborate language is confusing - not to mention outdated.

• Make it direct: It will help to make your tone of voice personal and engaging. Imagine that you’re talking directly to a customer when you write. The reader should feel like they’re having an informal but informative chat over coffee at a networking event.

Spelling

Publicly and in all global communications, Sannam S4 Group and its respective brands have adopted British English (BrE) spelling vs American (AE) spelling. The exception to this rule are communications specifically targeted only to the US audience. For a list of the differences between BrE and AE check out this list.

https://blog.collinsdictionary.com/language-lovers/9-spelling-differences-between-british-and-american-english/

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

GLOBAL LOCATIONS

Our workplace

As a global brand, we have multiple locations. Each location is unique and one size will not fit all.

Here are some examples of work spaces using Sannam S4 Group branding, with Sannam S4 Group logo, Explore Enter Expand, Seamless logo and Acumen logo.

If you require the Pantone colour code, please use 5463C.

Use the Sannam S4 Group Grey within your workplace. Keep it as a signature/highlight colour.

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES

GLOBAL LOCATIONS

Our workplace

Our beliefs are Integrity, Collaboration, Impact, Agility and Empowerment. These can be expressed across our workplace with their belief statements as seen in the example above.

GLOBAL LOCATIONS

Our workplace

The Sannam S4 Group icon - the ‘S’ icon - can be used separately within signage and across the office. This icon is a major part of our brand and something that can be used flexibly across our brands.

The font used for Canteen and Reception is our brand font - Poppins.

Sannam

GLOBAL LOCATIONS

Our workplace

This workplace example shows the Sannam S4 Group icon - the ‘S’ icon - on a wall painted in Sannam S4 Group Grey. You can also see the arrangement of how the Sannam S4 Group logo sits with Seamless and Acumen logos.

Presenting our brand in public

Sannam

Using the brand on branded/promotional goods

NEXT STEPS

Here’s what to do next...

VISIT ‘EMPLOYEE BRAND KIT FOLDER’

All your brand assets are in their brand folders, along with instructions and guidance for all things ‘brand’ Visit - https://drive.google.com/drive/folders/1WDr9e0ocZE5Q0XfGZJwbTJg1_rS-6RP5?usp=sharing

The ‘Employee Brand Kit Folder’ folder contains a folder for each brand, with sub-folders covering all elements. Here are some important tasks to complete so you’re all branded up and ready to go!

Download our brand font - Poppins

Poppins is available at https://fonts.google.com/download?family=Poppins

Follow install and download instructions earlier in this document. Remember to restart your computer.

Take your profile picture

Follow the instructions about your profile picture, there are a few options so please open the folder and follow the required steps.

Write your profile description

This is a really important piece of text for Sannam S4 Group. We want to know who you are and your expert knowledge. Follow the instructions in the Profile Description folder.

Download and amend your email signature

Each brand has an email signature, you can download and amend with your details.

Brand paperwork and visuals available

Each brand has letterheads, PowerPoint templates and Zoom backgrounds.

Follow all brands on social media channels

Each brand has various social media channels, LinkedIn, Twitter, Facebook and Instagram. Please follow.

• Sannam S4 Group on LinkedIn - https://www.linkedin.com/company/sannam-s4/

• Seamless on LinkedIn - https://www.linkedin.com/company/seamlessglobal/

• Acumen on LinkedIn - https://www.linkedin.com/company/acumen-edu/

Need any help?

The global marketing team are here to help you make the most of the brands that we work with. We can point you in the right direction of what’s needed, we want to make sure we’re always represented in the best light so please ask.

Please contact us to ask for brand and marketing enquiries:

Email - marketing@sannams4.com

KATRINA HUTCHINGS

Executive Director of Global Marketing & Communications katrina.hutchings@sannams4.com

Sannam S4 Group • Seamless • Acumen - BRAND & VISUAL IDENTITY GUIDELINES