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Brand Guidelines The content of this book deď€ ne the personality and identity of the Suroj brand and explain how to best bring them to life in communication across all areas of our business. In case of any doubts or problems regarding the branding instructions, please contact our Corporate Communications Brand Desk at brand@suroj.in We will respond to your requests in a timely fashion to resolve any questions or enquiries that you may have.

Suroj Brand Guidelines


Re-defining Suroj Suroj as a brand has been built though years of

honest interactions with our employees,

stakeholders, and clients. The guidelines

encapsulate and express these experiences through visual and verbal directives.

As consistency in brand communications is

essential to the success of our brand, we

request that these guidelines be respected and

adhered to in the interest of building a strong, coherent and evocative brand. This will also

help to simplify and streamline, thereby, saving

time and effort by using central assets, and

ultimately helping us think, behave, and be seen as one company.

Suroj Brand Guidelines

Content 1.0

Our Brand Vision and Values

2.0

Language Guide and Tone of Voice

3.0

Logo Specifications

5.0

Typography

7.0

Layout Design

4.0

6.0

Colour Palette

Visual Language

8.0

Photography

9.0

Iconography

10.0

Design Templates

12.0

Online Branding

11.0 13.0

Presentation Template Environmental Branding


1. Our Brand Vision and Values We don't build infrastructure; we help build dreams, the building blocks of which are trust, quality, and loyalty- attributes that the Suroj

brand has become synonymous with. With a combination of a rich legacy and an unwavering aspiration pivoted on tenacity and passion, we

aim to build the country's infrastructure from a sustainable perspective by keeping our clients and employees at the heart of the brand.

2. Language Guide and Tone of Voice All Suroj communications should be written in a formal, yet warm and friendly manner. The intent is to move away from clichĂŠ-peppered

writing and communicate in an honest, personal, and memorable way. Writing should be customer-centric, direct, personalized, and evoke

a sense of aspiration. However, for case studies and white papers, a third person approach will add a measure of weight and authority. Avoid adjectives that bloat communications, prefer verbs to nouns, avoid colloquialism and too much of jargon. Always end your

communication with a clear and simple call-to-action.

Suroj Brand Guidelines


3. Logo The logo mark is derived from the company's name and rendered to show our attributes as well. The double lines denote

the added strength that we bring to every project, while the dot in the 'O' is placed to depict a bull's-eye, denoting that

we strive to achieve all our goals, whether it's project- or organization-specific, every single time.

Suroj Brand Guidelines


For all materials bearing the corporate logo, you must ensure that the logo representation adheres to all brand guidelines for: Logo Spacing Logo Sizing Color

Group Corporate Mark Application

Page Placement

Suroj Brand Guidelines


3.1 Logo Spacing

3.2 Logo Sizing and Color Follow the minimum size of the logo as 18 mm for print and 100 px

for digital. (Size may depend on screen/print resolution)

And the maximum size can be taken depending on the size of he

screen/print application.

100 px / for web & digital

18mm for print

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

The 1x is calculated by the height of the ‘O’.

But when the logo is used with the maze graphic the surrounding space of the logo would be 0.5x.

Right colors for the logo

Suroj Brand Guidelines

Don’t use any other color from the secondary color palate


3.3 Logo Reverse

3.4 DOs and DON’Ts

Black Logo

Right way of using the logo

How not to use

Logo Reverse

Logo in Gray

Suroj Brand Guidelines


3.5 Co-branding Guidelines

Co-brand Logo

Suroj Brand Guidelines


3.5 Co-branding Guidelines

Suroj Brand Guidelines


3.6 Logo Placements (Individual) The logo must appear on the initial view of all communications – print and digital – and must get its designated real estate on the marketing material. Therefore, the logo mounted on the permitted background colors can be

placed on either corner on the top or in the middle on the right hand side.

Suroj Brand Guidelines


3.6 Logo Placements (Individual)

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Suroj Brand Guidelines

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felis porttitor, quis euismod eros pharetra. Quisque a elementum ante. Maecenas laoreet

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3.7 Logo Placements (Individual) - Incorrect Usage

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Suroj Brand Guidelines

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4.0 Color Palette Color is one of the most powerful elements employed to define what Suroj as a brand stands for. Colors set the tone for our entire visual

identity system, our look and feel and ultimately, our logo. As a leading construction company, we want customers to recognize our colors

and associate them with our industry-wide domain expertise, trustworthiness, and reliability. Only by adhering strictly to a consistent use of

color, can we strengthen our association with these attributes. Ensure that designs strike the appropriate color balance, keeping in mind

their order of importance in our visual identity.

Suroj Brand Guidelines


4.1 Primary Colors

4.2 Secondary Colors

Red, blue and yellow are the primary colors as specified below.

A

PANTONE 2728 C

B

F

C

G

D

H

I

PANTONE 172 C PANTONE Yellow 012 C

J

E

C 95 M 87 Y 0 K 0

C 00 M87 Y 100 K 00

C 05 M 10 Y 100 K 00

#3342B5

#F24F00

#F7D917

R 51 G 66 B 181

R 242 G 79 B 0

R 247 G 217 B 23

Suroj Brand Guidelines

A

C 100 M 84 Y 22 K 12

A

R 49 G 75 B 127

D

C 01 M 72 Y 82 K 00

D

R 239 G 113 B 75

G C 72 M 16 Y 15 K 00

G R 62 G 169 B 200

J

C 00 M 61 Y 36 K 00

J

R 244 G 134 B 136

B

C 05 M 79 Y 100 K 01

B

R 227 G 98 B 55

E

C 00 M 22 Y 53 K 00

E

R 254 G 205 B 137

H

C 20 M 00 Y 60 K 00

H

R 210 G 226 B 139

C

C 12 M 100 Y 78 K 05

C

R 203 G 52 B 72

F

C 60 M 00 Y 20 K 00

F

R 92 G 198 B 208

I

C 58 M 00 Y 42 K 00

I

R 100 G 197 B 173


4.3 Color Proportions Red, blue and yellow are the primary colors as specified below.

Suroj Brand Guidelines

4.4 Color Shades


5.0 Typography Words when written in an impactful way can strengthen their association with our brand. Therefore, Suroj's typographic style – font, color, scale

and weight – are a big part of what makes the brand visually distinctive and recognizable, and hence should be used consistently across all

media and collateral.

To maintain coherence through all our visual communications, Suroj uses a select typeface for materials. Our overarching typeface is Cairo, which

should be adopted for all print and web-related materials, and may be used in varying weights and formats to best suit the design at hand.

Suroj Brand Guidelines


5.1 Our Corporate Font is Cairo & Calibri Cairo

Extralight

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Light

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Normal

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Semibold

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Bold

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Black

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Normal Light Normal 100% leading

Sub headline Sub headline

abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 !@#$%^&*()_+ ?}{|/\:’

Semibold

Normal

SUB HEADLINE

SUB HEADLINE

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Suroj Brand Guidelines

Bold

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Headline Headline Headline


5.1 Our Corporate Font is Cairo & Calibri Calibri

Regular

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Italic

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Bold

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Bold Italic

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Normal 100% leading

abcdefghijklmn opqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 !@#$%^&*()_+ ?}{|/\:’

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Suroj Brand Guidelines

Bold

Normal

Headline Headline


6.0 Visual Language Illustration can take various forms i.e. information graphics, pictograms, charts and graphs. A consistent style of illustration helps to create a

recognizable look and feel and ultimately strengthens our brand. When used correctly, illustration can help simplify complex information and

help guide the reader through diverse communication challenges. However, non-photographic imagery by itself is used sparingly and is

secondary to photographic imagery.

Suroj Brand Guidelines


7.0 Layout Design To unify the look and feel across communications, we have chalked

out the layout to be followed with our core elements on it.

Suroj Brand Guidelines


7.1 Generic Layout

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Suroj Brand Guidelines

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7.2 Layout Template

Suroj Brand Guidelines


7.3 Communication Design Template

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The 2x distance between headline and left side of the image should be maintained constantly throughout the applications.

3x

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1.5x

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1x

Suroj Brand Guidelines


8.0 Photography Our choice of photography expresses the honest, authentic, passionate, and

traditional side of our brand's personality while simultaneously combining it

professionally shot and depicting real people in real world interactions along

with the elements that are true to Suroj. It should be believable and must feel

with our future-forward approach. Therefore, it's essential to pick images that

lively and natural.

Images should reflect:

to communicate the width and depth of our expertise. Location photography

directly and latently denote these attributes and have a futuristic appeal.

Strength

Flexibility

Trustworthiness To add an element of reality to our interactions, our pictures should essentially

show communication pertaining to the real world; this means representing people, places, and situations in a manner that's honest and insightful. We

prefer the people photography to not be glossy or glamorous, but

Suroj Brand Guidelines

Suroj operates in many, diverse locations through deploying teams, so it is vital

has the ability to capture our presence across cities in a compelling manner

while still maintaining the essence of the core brand offering.


8.1 Use of Imagery

Suroj Brand Guidelines


8.1 Use of Imagery

STRENGTH

Suroj Brand Guidelines


8.1 Use of Imagery

FLEXIBILITY

Suroj Brand Guidelines


8.1 Use of Imagery

TRUSTWORTHINESS

Suroj Brand Guidelines


8.1 Use of Imagery

FUTURISTIC

Suroj Brand Guidelines


9.0 Iconography Icons are interspersed throughout our written communication to break the textual monotone and

enable readers to imbibe the information quickly and succinctly. We've given an example of the style

and type of icons to be consistently used for Suroj collaterals.

Suroj Brand Guidelines


9.1 Illustration and Supporting Graphics

Suroj Brand Guidelines


9.2 Signages

LEFT LOREM EPSEM LOREM EPSEM PARKING

Pylon

Suroj Brand Guidelines

RIGHT Directional Signage's


9.2 Signages

CONFERENCE

Washrooms Signage

Suroj Brand Guidelines

Conference Room Signage


9.2 Signages Outdoor Branding - HSE Display Board

HSE STATISTICS BOARD Name of Project: EMBASSY INDUSTRIAL PARK, CHAKAN, PUNE. Name of PMC: SYNERGY PROPERTY DEVELOPEMENT SERVICES PVT. LTD. Date:

TODAYS MANPOWER STRENGTH: SR. No.

DESCRIPTION

1

TOTAL MANDAYS

2

TOTAL SAFE MAN HOURS WORKED

3

TOTAL HSE INDUCTION

4

TOOL BOX TALK MEETING CONDUCTED

5

LOST TIME INJURIES (LTI)

6

TOTAL NO. OF FIRST AID INJURIES

7

ACCIDENT FREQUENCY RATE (F/R)

8

ACCIDENT SEVERITY RATE (S/R)

9

TOTAL NEAR MISSES REPORTED

10

TOTAL NO. OF REPORTABLE INCIDENT

11

TOTAL HSE MEETING CONDUCTED

OUR TARGET: SAFETY SLOGAN:

Suroj Brand Guidelines

LAST MONTH

CUMULATIVE


9.2 Signages Outdoor Branding - Client, Consultant & Contractor Board Template

Suroj Brand Guidelines

Clients

Embassy Industrial Parks Pvt. Ltd.

PMC

Synergy Property Development Services Pvt. Ltd.

Principal Architect

Venkataramanan Associates

Structural Designer

Tata Consulting engineers limited

Structural Designer

Ramboll India Pvt. Ltd.

Contractor

Suroj Buildcon Pvt. Ltd.

Clients

Embassy Industrial Parks Pvt. Ltd.

Embassy Industrial Parks Pvt. Ltd.


10.0 Design Templates

Suroj Brand Guidelines


10.1 Collateral Templates Brochure Design: Cover

Suroj Brand Guidelines


10.1 Collateral Templates Brochure Design: Inside Pages

Suroj Brand Guidelines


10.2 Collateral Templates Leaflet

Suroj Brand Guidelines


10.3 Stationary Visiting Card

Suroj Brand Guidelines


10.3 Stationary Letterhead

Suroj Brand Guidelines


10.3 Stationary Envelope 01

Suroj Brand Guidelines


10.3 Stationary A4 Envelope Horizontal 02

Suroj Brand Guidelines


10.4 Collateral Templates Diary

Suroj Brand Guidelines


10.5 Collateral Templates Notepad

Suroj Brand Guidelines


10.6 Collateral Templates Gift Wrapping Paper

Suroj Brand Guidelines


10.7 Bag Paper Bag

Suroj Brand Guidelines


10.8 USB Drive

Suroj Brand Guidelines


10.9 Coffee Mug

Suroj Brand Guidelines


10.10 Motivational Posters

Suroj Brand Guidelines


10.10 Motivational Posters

Suroj Brand Guidelines


10.11 Parking Sticker

Suroj Brand Guidelines


10.12 Certificates Appreciation Certificate

Sample Cheque

No.

`

Name

Date

Authorized Signature

000000526

Suroj Brand Guidelines

0000000005

12982


10.13 Thank You Card & Gift Card

Suroj Brand Guidelines


10.14 Season’s Greetings Cards Diwali Card

Suroj Brand Guidelines

Christmas Card


10.14 Season’s Greetings Cards Holi Card

Suroj Brand Guidelines

Event Card


10.15 Welcome Kit Kit

Suroj Brand Guidelines


10.15 Welcome Kit Kit Inside

Notepad T-Shirt

Cap

USB Drive Pen

Coffee Mug

ID Card & Lanyard

Letter

Suroj Brand Guidelines


10.16 Case Study Template Cover

Suroj Brand Guidelines

Inside Page


10.17 Compact HR Manual Cover

Suroj Brand Guidelines

Inside Page


10.17 Compact HR Manual

Suroj Brand Guidelines


10.18 Team Dress Code Casual Wear - Exhibition/Outdoor Events

Suroj Brand Guidelines


10.19 Team Dress Code Formal Wear

Suroj Brand Guidelines


10.20 Name Badge Name Badge 01

Suroj Brand Guidelines


10.20 Name Badge Name Badge 02

Suroj Brand Guidelines


10.21 Cap

Suroj Brand Guidelines


10.22 Name Plates

Suroj Brand Guidelines


10.23 Team Identity Card / Lanyard Identity Card

Suroj Brand Guidelines


10.24 Vehicle Branding Branding on vehicle tremendously improves our chances at a stronger brand recall. We've created a sample template

for vehicle branding, variations of which can be used without altering the core brand elements of Suroj.

Suroj Brand Guidelines


10.24 Vehicle Branding Bolero

Suroj Brand Guidelines


10.24 Vehicle Branding Dumper

Suroj Brand Guidelines


10.24 Vehicle Branding Mixer

Suroj Brand Guidelines


11.0 Presentation Template To solidify our branding, especially when talking peer-to-peer, our presentation template bears our

essential design elements, the preferred colors, and our choice of logo placement. While there is room

to select the text and image placement basis the content on the concerned slide, we'd want the basics

of the template to be followed as it's given on the following pages.

Suroj Brand Guidelines


11.1 Presentation Templates Cover

DD/MM/YY

PPT TITLE COMES HERE Subtitle comes here

Suroj Brand Guidelines


11.2 Presentation Templates Inside Slide

TURNOVER STATISTICS 480 (37%^) FY 2018-19

350 (9%^ )

Proposed P/(L) 9% FY 2017-18

321 (66% ^ )

P/(L) 8% FY 2016-17 P/(L) 8% FY 2015-16 P/(L) 8% FY 2014-15 P/(L) 10% FY 2013-14

193 (39% ^) 139 (256%^ ) 39

*** All Amounts are in Crores 03

Suroj Brand Guidelines


11.3 Presentation Templates Separator Slide

PROCESSES & PATHFORWARD

Suroj Brand Guidelines


11.4 Chart & Graph Style Chart Style

Graph Style

January

February

March

April

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Week 1

Week 2

Week 3

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standard dummy text ever since the 1500s

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typesetting industry. Lorem Ipsum has been the industry's

Suroj Brand Guidelines

Week 4

typesetting industry. Lorem Ipsum has been the industry's


12.0 Online Branding We’ll support and align our off-the-web branding and marketing efforts with online communication to

help us strengthen our foot not just digitally but also holistically across mediums. To ensure a seamless

alignment in all our branding efforts, we’ve laid down a few guidelines for web communication with

sample templates for common digital collaterals, including social media.

Suroj Brand Guidelines


12.1 Social Media Facebook Page

Suroj Brand Guidelines


12.2 Social Media Linkedin Page

Suroj Brand Guidelines


12.3 Client Introduction Mailer

Suroj Brand Guidelines


12.4 Internal Mailer

Suroj Brand Guidelines


12.5 Internal Newsletter

Suroj Brand Guidelines


12.6 External Newsletter

Suroj Brand Guidelines


12.7 Email Signature Email Signature - HO

Suroj Brand Guidelines


12.8 Email Signature Email Signature - Project

Suroj Brand Guidelines


13.0 Environmental Branding Suroj offices – regardless of their physical location – must be a reflection of the main headquarters. And to

ensure that alignment, it's essential that the environmental graphic design be unified across locations.

Suroj Brand Guidelines


13.1 Calendar

Suroj Brand Guidelines


13.2 Vision Mission Card

Suroj Brand Guidelines


13.3 Office Wall Branding

Suroj Brand Guidelines


13.3 Office Wall Branding

Suroj Brand Guidelines


13.3 Office Wall Branding

Suroj Brand Guidelines


13.4 Core Value Display Wall Frame

Suroj Brand Guidelines


Thank You!


SUROJ BUILDCON PVT LTD

Bungalow No. 3, Liberty Society, Phase-I, North Main Road, Koregaon Park, Pune-411001 (Maharashtra), India. www.suroj.in

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Brand Manual Document- Suroj Buildcon  

Brand Manual Document- Suroj Buildcon