Brandbook Aadhaar

Aadhaar

Design Guidelines

Brand Elements 1 Brand Mark -

Brand Mark Mark/Colours Mark/ConďŹ gurations Mark Usage/Background Contrast Mark Usage/Background Mark Usage /Minimum size Mark Usage/Incorrect Usage Mark Usage/Clear Space

2 Colour -

Colour Colour/Core Principles Colour/Brand Palette Colour/Brand Palette Uses Colour/Vibrancy

3 Typography -

Typograhy Typography/Logotype Typography/Primary Typeface Typography/Uses Typography/Creating Contrast Typography/Alignments

4 Imagery -

Imagery Imagery/Primary Mood Imagery/Secondary Mood Product Photography mood

5 Brand Elements - Brand Elements - Brand Elements/Building Boxes - Brand Elements/Logo Patterns

6 Layout -

Layout Layout/Grid System Layout/Grid Guidelines Layout/Grid System Layout/Logo Guidelines

7 Templates -

Templates Templates/Stationary Templates/Website Templates/Presentation Templates/Brochure

Aadhaar as a brand Literally translating to mean ‘foundation’ Aadhaar, as a brand, intends to become synonymous with the concept of manifesting construction dreams, and become the foundation of every construction marvel that will cover the nation‘s grounds in years to come.

As consistency in brand communications is essential to the success of our brand, all Aadhaar communication – with both internal and external stakeholders – must clearly evoke the brand’s fundamental attributes; that of luxury, strength, quality, integrity and consistency.

Our Promise Decades of collective experience has come together to form Aadhaar. With an unwavering aspiration pivoted on tenacity and passion, we aim to always keep our clients and employees at the heart of the brand.

The brevity of our tagline ‘Support your dreams’ completely encapsulates our vision and promise of building the country’s infrastructure from a sustainable perspective by providing the highest quality products and unparalleled customer service.

Our Personality Aadhaar-centric conversations must lean towards dependability, robustness, and its premium quality products. Therefore, the language used in our interaction with external and internal stakeholders should have a touch of aspiration, however, it should be devoid of linguistic ination and doctored mystique.

It is best to use shorter crisper sentences drafted using words that connote strength and manifestation of dreams, while conveying the message of the collateral. Our content should be customer-centric, direct, and personalized instead of being peppered with corporate jargon. However, for case studies and white papers, a third person approach will add a measure of weight and authority.

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1 Brand Mark Primary

The logo is our most important visual asset, providing both a legal trademark and a guarantee of quality. It seeks to singularly communicate our brand promise, vision and personality.

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It is the foundation of our entire visual identity, giving inspiration and dimension to other brand communication elements, such as the logo mask and the grid system.

Monogram

The 4 Elements (Symbols)

Fire

Earth

Air

Water

1.1a Mark/Colours

Colour is one of the most powerful elements that deďŹ ne a brand. The colour scheme for Aadhar has been carefully chosen and curated to reect the brand faithfully.

Aadhar orange is the colour of success, change, enthusiasm, creativity and stimulation.

Aadhaar Orange

#f68c1e

Dark Steel Gray

Medium Steel Gray

#273339

#576871

Dark and medium steel gray are the minimal, stoic colours of determination and perseverance.

1.1b Mark/ConďŹ gurations Reverse versions

Horizontal Mark 2 colors

Horizontal Mark Gray scale

Horizontal Mark 1 Color

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1.1c Mark/ConďŹ gurations Secondary mark

Horizontal Mark 2 colors

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Horizontal Mark Gray scale

Horizontal Mark 1 colour

1.1d Mark Usage/ Background Contrast

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1.2a Mark Usage/ Background Sufficient contrast

Insufficient contrast

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1.2b Mark Usage/ Minimum size The minimum size for the Aadhaar logo is derived after multiple iterations are tested for maximum legibility.

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For the logo, a minimum size is deďŹ ned as 35mm for print and 100px for digital applications.

(Sizes may depend on screen/print resolution).

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190px/35mm Screen/Print minimum size

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100px/25mm Screen/Print minimum size

1.2c Mark Usage/ Incorrect Usage DO NOT Change the colours of the triangles

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DO NOT Use the wordmark without the mark

DO NOT Distort the brand mark

DO NOT Outline the brand mark

DO NOT Change the overlapping pattern of the monogram

Support Your Dreams

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1.2d Mark Usage/ Incorrect Usage DO NOT Change the colours of the wordmark

DO NOT Change the typeface of the wordmark

DO NOT Change the proportions between the mark and the wordmark

DO NOT Display or reproduce at insufďŹ cient resolution

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AADHAAR

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1.2e Mark Usage/ Clear Space The Aadhaar brand mark is a valuable asset that always must appear in an uncluttered space free of text, taglines, logotypes, shapes, and strong background patterns.

Always surround the brand mark with sufficient free space, which at a minimum, must equal 1x as calculated by the height of ‘A’.

Always keep sufficient surrounding space of 1x around the logo.

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2.1a Colour/ Core Principles Our core principles for creating the Aadhaar brand palette are: SIMPLICITY The palette consists of simple, clear colours that feel modern and warm, and impart a sense of sophistication. The palette should be used for all communications and experiences, including print and digital media, and environments.

BALANCE By letting neutral backgrounds dominate and limiting the use of color, you’ll achieve the simplicity that makes Aadhaar communications feel open and smart. Work with shades or tints of a single hue rather than multiple colours.

CONTRAST Use colour to communicate, not decorate.

Sparse use of one of the accent colours can direct the eye to something important, or help delineate the hierarchy of information.

2.1b Colour/ Brand Palette

Aadhaar Orange #f68c1e

Dark Steel Gray

Medium Steel Gray

#273339

#576871

#f4f1e9

Light Cream

#a7d2d0

Light Steel Gray

Secondary colors

#9d9fa1

These, like the rest of the palette, are balanced to feel welcoming and warm, while at the same time, worldly and dynamic.

Primary colors

45% Gray

Aadhaar orange, dark, medium and light steel gray, light cream—the primary and secondary colours of the brand palette—are muted versions of the brand mark colors.

2.1c Colour/ Brand Palette Uses Colours must be used with utmost care. In most situations, the light cream or dark steel gray would dominate the background.

Then additional colour should be used to augment what is being communicated, by creating visual hierarchy, while also maintaining balance to draw attention to what is most important in the piece.

2.1d Colour/ Vibrancy Tints and shades provide broad choices within the Aadhaar brand palette. By working with the tints and shades of a single brand color in an application, you’ll achieve a modern, simple sensibility.

When combining tints and shades, it’s important to use a considered range of contrast to maintain harmony in the application you’re creating.

Note that increasing the steps of difference increases contrast.

100%

75%

50%

25%

75%

50%

25%

75%

50%

25%

Aadhar Orange #f68c1e

100% Dark Steel Gray #273339

100% Medium Steel Gray #576871

3.1a Typography

Our core principles for the Aadhaar brand colour palette also gets translated into creating a distinct typographic look for the brand Aadhaar.

SIMPLICITY The use of limited number of weights and sizes reduces visual noise and helps the reader understand the hierarchy of information at a glance.

BALANCE Typography should always assess the balance between the blocks of type and the surrounding open space to engage the reader with a sense of ease.

CONTRAST By carefully contrasting size, weight, and colour among related blocks of type, you’ll increase clarity for readers. Contrast should be used to express hierarchy, and to make a piece easily scannable, thereby allowing readers to absorb relevant bits of information quickly.

3.1b Typography/ Logotype The typeface used to create the Aadhaar brand mark is VW Headline OT.

Aa

ABCDEFGH IJ KLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*() VW HEADLINE OT BL ACK VW HEADLINE OT SEMI BOLD VW TEXT BOLD VW TEXT REGULAR

3.1c Typography/ Primary Typeface The primary typeface for the Aadhaar brand is Lato. It has 5 distinct weights that provide variety and freedom to combine different weights at sizes to create visually stimulating and clean designs.

Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*() Lato Black

Lato Black Italic

Lato Bold

Lato Bold Italic

Lato Regular

Lato Italic

Lato Light

Lato Light Italic

Lato Hairline

Lato Hairline Italic

3.2a Typography/ Uses

Lato Black minimum 16pt

Aa Aa Aa - Headlines - Subtitles - Small Caps

Lato Light/Hairline Italics minimum 8pt

AaAa Aa - Bylines - Quotes - Graphs

Lato Regular/Light minimum 8pt

Aa Aa Aa - Web - Print - Body Text

3.3a Typography/ Creating Contrast Two or three steps of difference in weight will provide an ideal degree of contrast when using Lato.

Lato Black Lato Bold

Black + Regular

Lato Regular Lato Light Lato Hairline Lato Black Lato Bold Lato Regular Lato Light Lato Hairline

Bold + Light

3.3b Typography/ Creating Contrast Creating Contrast by Weight When smaller sizes are available, a clear change of weight provides a striking contrast.

In this example, Lato Black and Hairline are used at 24pt.

Headline Subtitle or Sub-heading or Caption Comes here

3.3c Typography/ Creating Contrast Creating Contrast by Size Use a signiďŹ cant size change between two components.

In this example, the Heading is 70pt and the subtitle is 12pt, of Lato Regular.

Headline

Subtitle or Sub-heading or Caption Comes here

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3.4a Typography/ Alignments The standard typesetting rule should remain left aligned. It provides a clean, familiar layout and maintains high legibility.

A caveat to that would be using center alignment for quotes or captions in layouts with less text blocks, but mostly, it should be avoided.

HEADLINE BOLD Tagline Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source.

Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The ďŹ rst line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

3.4b Typography/ Alignments DO NOT Combine different alignments in one layout

HEADLINE BOLD Tagline Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source.

Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

DO NOT Justify type

HEADLINE BOLD Tagline Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source.

Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from

DO NOT Stretch or stylise type

a

line

in

section

1.10.32.

HEADLINE BOLD Tagline Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source.

Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil)

by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet..", comes from a line in section 1.10.32.

4.1a Imagery

Our choice of imagery expresses the honest, authentic, and passionate side of our brand’s personality while simultaneously combining it with our future-forward approach.

IMAGES SHOULD REFLECT: Strength Aspiration Trustworthiness To add an element of reality to our interactions, our pictures should essentially show the strength and premium quality of our products. We prefer our people photography to not be glossy or glamorous, but professionally shot and depicting real people in real world interactions along with the elements that are true to Aadhaar. It should be believable and must feel lively and natural.

Keep the photography simple; do not layer it with multiple subtexts. A single creative idea can be communicated far more powerfully than a picture that tries to check all the boxes.

4.2a Imagery/ Primary Mood

4.2b Imagery/ Secondary Mood

4.2c

Product Photography mood

5.1a Brand Elements

We have created a visual language for the Aadhaar brand, with the help of various brand elements. The visual language seeks to provide a framework to create multiple brand collaterals and literature that all have a distinct, minimal and uniform look.

The various brand elements, their usage and applications are explained in this section.

5.2a Brand Elements/ Building Boxes These building boxes provide a framework to organise images and texts in layouts.

X

The construction follows a proportionate mathematical breakdown to provide it a appealing ratio.

2X

The ‘x’ can be any value and the outline box is 3 times x and the solid box is 2 times x. Their placement in combination to each other is defined by the grid system in the next section.

3X

Option 1

Option 2

Option 3

5.2b Brand Elements/ Building Boxes Poster example shows how the building boxes can be used.

WON’T LET YOU DOWN

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Buildings. The bigger and higher they are the more they need the support that comes with super strong Aadhaar TMT bars. Made from the highest quality billets—we know, because we make the billets too—our rebars don’t just meet every standard of quality, they exceed them, by margins guaranteed to instill peace of mind.

Parameter Tensile strength Compressive load Bend-ability Expansion co-efficient

ISI

Aadhaar

Standards

Standards

-

-

Storms, earthquakes or official scrutiny, Aadhaar TMT bars are designed to ensure your construction can take anything that comes its way.

You have more than our word, you have the Aadhaar promise of complete satisfaction, which comes backed by a 24x7 helpline—the only one of its kind in the industry.

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a a d h a a r. c o m

5.3a Brand Elements/ Logo Patterns These are the different styles of patterns, inspired from the logo form, which can have multiple applications and unify different design layouts.

Further examples are given in the following sections.

5.3b Brand Elements/ Logo Patterns

5.3c Brand Elements/ Logo Patterns The patterns can also be used as an overlay for the pictures chosen for the brand Aadhaar.

6.1a Layout

Our core principles for Aadhaar brand also translates into the layout styling guidelines and continues to create a distinct and minimal look for all Aadhaar collaterals.

SIMPLICITY The use of minimal elements maintains limited visual noise and provides a clean framework to clearly understand the hierarchy of information.

BALANCE The elements of a layout must always assess the balance between blocks of type, image, design elements and the surrounding open space to engage the reader with a sense of ease.

CONTRAST By carefully contrasting all the design elements with sizes, weights, and colours, the clarity and legibility for readers is increased. Contrast should be used to express hierarchy, and to make a piece easily scannable, allowing readers to absorb relevant bits of information quickly.

6.2a Layout/ Grid System Grid system We use a 12 Column-Horizontal grid with an extra, outer page frame. This provides exibility across our complex range of applications and formats.

Here’s the sample column grid shown here embedded in our templates for A4 sized pages in portrait orientation.

X X

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6.2b Layout/ Grid Guidelines Grid system exibility The 12 column grid provides great exibility when positioning body text, captions, pull-quotes and other typographic elements.

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6.3a Layout/ Grid System These are the different examples that the grid can be used.

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Version 1 shows the building boxes and how they must be placed according to the grid.

Or, as version 2 shows, a single box can be used for the content in a smaller layout with less type.

In collaterals with larger content, the layout can be without any bounding box, as shown in version 3.

Or, if the design allows, it can be a combination of all the elements, the building boxes, patterns and type, like in version 4.

6.4a Layout/ Logo Guidelines Logo position

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The logo position must be maintained in the top right corner across as many collaterals as possible. (Exception: Website Template, where the logo is on the top left corner).

SpeciďŹ ed spacing around the logo is essential.

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7.1a Templates

This section showcases the brand elements and layouts in action, creating a line of distinct Aadhaar collaterals. Templates provide a design layout that stays true to the aesthetic created for the brand and enhances brand recall and value over time.

7.2a Templates/ Stationary To ensure that the branding remains unified across collaterals – whether it is print or digital – we have designed a standard template that will quickly and effortlessly help to embody aspects of the Aadhaar brand, thereby prompting quick brand association and establishing a higher brand recall.

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7.2b Templates/ Stationary

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7.2c Templates/ Stationary

7.3a Templates/ Website

7.3b Templates/ Website To cement our footprints online in a way that it seamlessly aligns with our off-the-web and overall branding, we’ve laid down a few guidelines for how the Aadhaar website must look with sample templates for web pages and banners. This would help create a uniďŹ ed look across communication and increase brand recall.

7.4a Templates/ Presentation

Main Headline Subheading and Short Text Here Super short description and summary here

HEADING ONE COMES HERE Introduction

1.

HEADING TWO COMES HERE Introduction

2.

7.4a Templates/ Brochure