Patanjali - Brand guidelines book

PATANJALI Brand Guidelines

About Patanjali

About Patanjali

Patanjali is a renowned Indian consumer goods company founded by yoga guru Baba Ramdev and Acharya Balkrishna known for its focus on Natural and Ayurvedic products, Patanjali offers a wide range of items including personal care products, food and beverages, health supplements, and fashion. The company has gained significant popularity in India due to its emphasis on traditional and holistic approaches to wellness. Patanjali has successfully positioned itself as a leading player in the FMCG (Fast-Moving Consumer Goods) industry, attracting a large consumer base with its affordable pricing and claims of using natural ingredients.

Patanjali aims to restart Swadeshi movement in India. Our wish is to provide natural, affordable and high-quality products that are rooted in Indian traditional practices. Our company strives to offer a wide range of consumer goods that are free from harmful chemicals and artificial additives, promoting a healthy lifestyle and sustainable living. We strives to introduce ayurveda in today’s dynamic and rapidly evolving era.

Our Vision

Patanjali envisions a world where the principles of Yoga and Ayurveda are deeply embedded in the fabric of daily life, fostering holistic well-being and spiritual growth. With a steadfast commitment to nature and ancient wisdom, Patanjali aims to provide accessible and high-quality products that promote health, rejuvenation, and self-care. By embracing the power of traditional Indian knowledge systems, the company seeks to empower individuals to lead healthy and fulfilling lives. Patanjali's vision extends beyond commerce, as it aspires to contribute to the betterment of society, advocating for ethical practices and social welfare initiatives.

Patanjali's brand voice embodies wisdom, authenticity, and a deep connection to nature. It speaks with a calm and reassuring tone, offering guidance and knowledge to empower individuals on their journey toward holistic well-being. The brand's voice is rooted in simplicity, using clear and concise language that is easily understood by all. It combines the ancient wisdom of Ayurveda with modern perspectives, striking a balance between tradition and innovation.

Patanjali's voice seeks to inspire individuals to embrace a natural and balanced lifestyle, nurturing a harmonious relationship with themselves and the world around them.

Persona Wellness

Spritual Healthy Natural

Language Simple Affordable Relatable

BRAND VOICE

Tone

Calm

Reassuring

Empathetic

Direct

Purpose Inspiring

Hollistic

Well-being

Brand Identity Prism

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Patanjali's imagery captures the essence of its brand, showcasing the beauty of nature, the wisdom of Ayurveda, and the transformative power of holistic well-being. The imagery often features serene natural landscapes, vibrant herbal ingredients, and individuals practicing yoga and meditation. These visuals evoke a sense of tranquility, authenticity, and connection to the environment. Patanjali's imagery also includes elements of traditional Indian culture, reflecting its roots in ancient wisdom and healing practices. Images of individuals radiating health and vitality further emphasize the brand's commitment to promoting overall well-being. Through its captivating imagery, Patanjali communicates its values, inspires a natural lifestyle, and establishes a visual language that resonates with consumers seeking natural wellness solution

Traditional Practices

Natural

Herbal & Ayurvedic

Wellness & Vitality

Yoga & Meditation

Signature

Primary Lockup

Logo Concept

Clear Space

Minimum Size

Typeface

Correct Logo usage

Incorrect Logo usage

Advertising signatures

Brandmark

Logotype

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Nurturing

Nature’s Essence

Primary Lockup

Tagline

Signature

These is the go-to for all brand communications. It’s a trademark to help viewers easily identify the Patanjali brand. It is essential that the logo is always applied with care and respect.

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The logo is inspired from Ayurveda which symbolises that world is made up of five elements- aakash(water), jala(water), prithvi(earth), teja(fire) and vayu(air). A combination of each element results in three humors or doshas known as veta, kapha and pitta which is represented in the brand mark.

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The “ ” symbol added as the measurement of the clear space of the logo.

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153 mm

About the typeface

Century Gothic is a geometric sans-serif typeface that was designed by Monotype Imaging and released in 1991. It is characterized by its clean, modern, and minimalist appearance. Century Gothic features uniform stroke weights, rounded letterforms, and a large x-height, giving it a balanced and approachable feel. The typeface is often praised for its readability and versatility, making it suitable for a wide range of applications, including print and digital media. With its contemporary aesthetic, Century Gothic is commonly used in branding, advertising, headlines, and user interfaces. Patanjali uses Century Gothic typeface in all its brand communications.

Font Family Century Gothic

Regular Italic Bold Bold Italic

Small caps

abcdefghijklmnopqrstuvwxyz

All caps

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Numbers & characters

1234567890

{!@#$%^&*()+=<}

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Always use logo files from the brand guidelines respective folders. Never try to recreate them.

Never switch the colors and only use the logo type

Never stretch or distort the logo

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Never cut the brandmark in half or turn the orientation of the logo with different angles

Bottom left Bottom center Bottom right

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Brand color scheme

Brand color symbolism

Default color system

Supporting color system

Logo color scheme

Incorrect color system

Hex code - #FCFCFC

RGB - 252,252,252,252

CMYK - 0%,0%,0%,0%

Hex code - #783428

RGB - 120,52,40

CMYK - 33%,82%,82%,39%

Hex code - #783428

RGB - 120,52,40

CMYK - 33%,82%,82%,39%

Hex code - #267339

RGB - 38,115,57

CMYK - 65%,31%,100%,20%

Green: Green is often associated with nature, freshness, and vitality. It represents harmony, growth, and renewal. In the context of Patanjali, green symbolizes the use of natural and herbal ingredients in their products, emphasizing their commitment to holistic wellness and eco-friendly practices. It also reflects the brand's connection to Ayurveda, which places great importance on the healing properties of plants and herbs.

White: White symbolizes purity, simplicity, and transparency. It signifies a sense of cleanliness and authenticity, aligning with Patanjali's emphasis on natural and unadulterated products. The color white represents the company's commitment to providing high-quality, ethically sourced, and honest offerings..

Maroon: Maroon is often associated with strength, stability, and determination. In the context of Patanjali, maroon may be used to represent the ancient and rooted nature of Ayurveda, symbolizing the brand's connection to traditional practices and wisdom. It can also evoke a sense of warmth and richness, adding depth to the overall visual identity of Patanjali.

Orange: Orange is a vibrant color that is commonly associated with energy, enthusiasm, and creativity. It can evoke feelings of joy, warmth, and optimism. In the context of Patanjali, orange may be used to symbolize the transformative power of yoga and Ayurveda, highlighting the brand's focus on rejuvenation, vitality, and positive lifestyle changes.

Default color system

Hex code - #267339

RGB - 38,115,57

CMYK - 65%,31%,100%,20%

Hex code - #FCFCFC

RGB - 252,252,252,252

CMYK - 0%,0%,0%,0%

Hex code - #783428

RGB - 120,52,40

CMYK - 33%,82%,82%,39%

Hex code - #E27742

RGB - 226,119,66

CMYK - 8%,65%,83%,0%

Hex code - #267339

RGB - 38,115,57

CMYK - 65%,31%,100%,20%

Hex code - #E27742

RGB - 226,119,66

CMYK - 8%,65%,83%,0%

Hex code - #783428

RGB - 120,52,40

CMYK - 33%,82%,82%,39%

Never place the logotype below and don’t change the color of logo type and brandmark

Never use the black and white logo

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Never change the color of the logotype and brandmark

Never change the color of the brandmark

Patanjali's marketing materials encompass a wide range of channels and mediums, aiming to promote its products and brand message effectively. These materials include print advertisements in newspapers and magazines, television commercials, digital marketing campaigns, social media content, product packaging, brochures, and promotional materials. Patanjali's marketing materials feature vibrant visuals that showcase the brand's natural and herbal offerings, often highlighting the use of Ayurvedic ingredients and the benefits they offer. The materials emphasize the brand's commitment to promoting holistic well-being, sustainability, and traditional practices.

Net Weight: 100 g

Batch No.,#Mfg.Date : AAQA392, 12/22

**MRP (incl.of all taxes) : 55.00

TIGHTENS GUMS FIGHTS GERMS

GIVE A LONG LIFE TO TEETH

For feedback and complaints write to: The consumer care manager Patanjali Ayurved Ltd, Unit-III, Patanjali Food & Herbal Park, Vill-Padartha,Laksar Road, Haridwar-249404, Uttarakhand (INDIA) feedback@patanjaliayurved.org

Customer Care No: 18001804108

Mfd by: PATANJALI AYURVED LTD

ALOE VERA