design and brand guidelines - hexaware€¦ · this new brand identity honors the company’s rich...

www.hexaware.com

DESIGN ANDBRAND GUIDELINES

TABLE OF CONTENT

01. INTRODUCTION

02. LOGO OVERVIEW

03. LOGO GRID & ANATOMY

04. LOGO OPTIONS

05. CORRECT USAGE

06. INCORRECT USAGE

07. COLOUR PALETTE

08. TYPOGRAPHY

09. USE OF TYPOGRAPHY

10. BRAND LANGUAGE

01. INTRODUCTION

Hexaware, the fastest growing provider of disruptive IT & IT-enabled services, complex technology solutions

and business process services, has been helping organizations reimagine their business processes, shrink IT

costs, enhance business operations and accelerate digital transformations.

The company’s ‘Shrink IT Grow Digital’ philosophy, along with a clear focus on reversing the pyramid & infusing

the flavors of digital & automation, helps in shrinking customer’s IT spend and in enabling higher-impact digital

business initiatives, by rethinking user experiences, redesigning omni-channel processes and straight through

processing.

Today, Hexaware is on a high velocity change journey, fuelled by innovation and automation, while profoundly

impacting the customer’s business, its employees and society, at large. To reflect this renewed purpose of

man-machine collaboration, the company has created a new brand identity that resonates its personality, values

and the soul of the organization. This new brand identity honors the company’s rich technology roots and also

embodies the essence of Hexaware brand promise, through its passionate employees and fostering a nimble,

cool and energetic culture. It also expresses the bold attitude of challenging the conventional IT approach and

striding customers into an optimistic digital future. The blue, yellow and red colors are used thoughtfully to

represent its rich heritage, vibrant energy and fearlessness.

02. LOGO OVERVIEW

LOGO CONSTRUCT

The logo is constructed from a combination of lines and circles. The central part of the logo (i) is a circle placed over a straight line. This represents a simplified form of the human body signifying individuality and leadership. The human form is seen coinciding with 1&0, which represents the basis of all digital technology. The coinciding shapes indicate a strong collaboration between human intellect and digital technology.

Hexaware

LOGO COMPOSITION

GRAPHOLOGICAL INTERPRETATION

Grow Human CollaborationDigital

The logo begins with a combination of two lines perpendicular to each other- forming a ‘+’ (plus) symbol. The plus symbol represents value addition, indicating our corporate strategy i.e. ‘Growing Digital’.

All elements have been formed to come together as the letter ‘H’– representing Hexaware. The edges of all the elements have been curved, to represent fluidity and modernism. The slanted form represents the fearless attitude of Hexaware by challenging the conventional and striding into the future.

(In its entirety, the logo is designed to depictthe collaboration between digital technology and

human labour)

02. LOGO OVERVIEW

03. LOGO GRID & ANATOMY

x

x

x x

x

x

x

x x

xx

x

04. LOGO OPTIONS

The logo can be used in multiple forms. The basic forms are Brandmark + Wordmark and just the Brandmark. Any version of the logo can be used in its primary version, grayscale version, light background version or dark background version as shown below.

PRIMARY VERSION- VERTICAL PRIMARY VERSION- HORIZONTAL

LIGHT BACKGROUND VERSION- VERTICAL LIGHT BACKGROUND VERSION- HORIZONTAL

HORIZONTAL LOGO WITH TAGLINE

SHRINK IT GROW DIGITAL SHRINK IT GROW DIGITAL


04. LOGO OPTIONS WITH TAGLINE

04. LOGO OPTIONS

GRAYSCALE VERSION- VERTICAL PRIMARY VERSION- HORIZONTAL

DARK BACKGROUND VERSION- VERTICAL DARK BACKGROUND VERSION- HORIZONTAL

The primary mark is the full colour rendered version of the Hexaware logo. The Brandmark can also be used in indi-vidual shades of primary colours as shown below.

PRIMARY MARK LIGHT BACKGROUND MARK DARK BACKGROUND MARK

SECONDARY MARK SECONDARY MARK SECONDARY MARK

04. LOGO OPTIONS - BRANDMARK

The minimum logo size should never be rendered below 1 inch in width (or 72 pixel width for web-basedapplications). Use the minimum size logo when a layout or application has space restrictions.

72 PX 96 PX 150 PX 200 PX

04. LOGO OPTIONS

VERTICAL LOGO WITH TAGLINE



04. LOGO OPTIONS WITH TAGLINE

WITH DUAL PARTNERS WITH MULTIPLE PARTNERS

WITH SINGLE PARTNER

04. LOGO OPTIONS: CO-BRANDING

The sub-brand unit of the Hexaware logo incorporates the name within the logo. The name of the sub-brand appears between the logomark and the yellow sub-unit of the logomark to represent integration and harmony.

The sub-branding needs to adhere to the following guidelines:The Hexaware Logomark needs to be used either as a suffix or a prefix (as shown right).

The Sub-brand needs to be written in Lato Black (All Caps) with a shear angle of 110.

The tagline needs to be right-aligned and should be written in Lato Regular (Title Case).

Enhancing Excellence

Hexavarsity

Tune into HexawareStationH

04. LOGO OPTIONS: SUB-BRANDING

VERTICAL ORIENTATION

Top Right Placement

2x Spacing/Only Brandmark

Bottom Right Placement

3x Spacing/Full Logo

Top Right Placement

2x Spacing/Only Brandmark

Bottom Right Placement

3x Spacing/Full Logo

HORIZONTAL ORIENTATION

The Hexaware logo can be placed only towards the right side of the page to compliment the logo slant and the corporate philosophy of forward motion.

04. LOGO OPTIONS: PLACEMENT

CLEAR SPACING LOGO

CLEAR SPACING MARK

05. CORRECT USAGE

x

x

x

x

x

x

x xx x

x

x

x

x xx x

x

x

The clear space defines the minimum amount of space required around the logo at all times. The clear space ‘2x’ around all logo versions (with and without the image background) is defined by the diameter of the symbol in the logo type. This space requirement ensures that the logo is accurately and consistently placed on a layout.Furthermore, the clear space preserves the logo’s legibility and clarity.

CLEAR SPACING LOGO- HORIZONTAL

05. CORRECT USAGE

x

x

x

x

x

x

x xx x

The clear space defines the minimum amount of space required around the logo at all times. The clear space ‘2x’ around all logo versions (with and without the image background) is defined by the diameter of the symbol in the logo type. This space requirement ensures that the logo is accurately and consistently placed on a layout.Furthermore, the clear space preserves the logo’s legibility and clarity.

Do not change the logo colours.

Do not place the primary logoon any dark background.

Do not rotate the logo. Do not place the logo on a clutteredbackground.

Do not stretch or skew the logo. Do not add effects such as dropshadows or gradients.

06. INCORRECT USAGE

The colours of the Hexaware logo are blue, yellow and red. The blue colour has been retained to continue the legacy of the brand but has been revamped to give the logo a fresh, passionate and energetic look. The red colour has been rendered to the human head to represent fearlessness. The yellow colour indicates youthfulness and passion.

PRIMARY COLOUR PALETTE

#FFB81AR : 255G : 184B : 26

R : 0G : 90B : 171

#005AABC : 95M : 70Y : 0K : 0

PMS 2935 C

PMS 1235 C

#EB2A2E PMS 1788 CR : 238G : 41B : 47

C : 0M : 96Y : 89K : 0

C : 0M : 31Y : 98K : 0

07. COLOUR PALETTE

SECONDARY COLOUR PALETTE

PMS 7479 C

PMS 649 CPMS COOL GRAY 8 C

PMS 433 C

PMS 165 CR : 252G : 109B : 29

#1D252BC : 0M : 71Y : 99K : 0

R : 0G : 206B : 137

C : 70M : 0Y : 65K : 0

#1D252B

R : 29G : 47B : 33

#1D252BC : 80M : 68Y : 59K : 67

R : 130G : 140B : 147

C : 52M : 38Y : 35K : 3

R : 218G : 226B : 229

C : 13M : 6Y : 7K : 0

#FFFFFFR : 255G : 255B : 255

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

#DAE2E5#828C93

07. COLOUR PALETTE

Lato is a sans-serif typeface family. The semi- rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness. Lato consists of nine weights (plus corresponding italics), including a beautiful Hairline style.

BRAND TYPEFACE- LATO (For Web & Print)

08. TYPOGRAPHY

TYPE WEIGHTS

Black

Heavy

Bold

AAA

Semibold

Medium

Regular

AAA

Light

Thin

Hairline

AAA

Black Italic

Heavy Italic

Bold Italic

AAA

Semibold Italic

Medium Italic

Italic

AAA

Light Italic

Thin Italic

Hairline Italic

AAA

CAPITAL CASE SMALL CASE

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

NUMBERS GLYPHS

0123456789 !@#$%^&*()_+=-.,/|’;:

The way we use typography is crucial to making our designs look thoughtful and professional. Use the following tips to make sure the typography is consistent. Line spacing, called ‘leading’ , is critical to set a professional typography that is easy to read. Leading should be set tight, but not too tight. The Lato Family generally looks best with leading set slightly loose.

Leading that is too loose leavestoo much pause between lines.

Leading that is too tight leavestoo little pause between lines.

50 pt. type / 60 pt. leading


When leading is correct,the reader won’t even notice.



When tracking is correct,the reader won’t even notice.

-5 tracking

Tracking that is too tight leavestoo little space between letters.

-60 tracking

Tracking that is too loose leavestoo much space between letters.

+60 Tracking

Correct letter spacing, called ‘tracking’ , is needed to make the type easy to read.The Lato Family should always be tracked slightly tighter than the default setting.


SAMPLE TEXT

Size Leading KerningTracking

50 pt. 53 pt.Optical-5

Headline: Lato Black

Lorem Ipsum is simply dummy textof the printing and typesetting industry



Sub-head: Lato Italic




Lead-In/Pull Quote: Lato Bold




Body: Lato RegularLorem Ipsum is simply dummy textof the printing and typesetting industry


10. BRAND LANGUAGE & ICONOGRAPHY

10. BRAND LANGUAGE

For any queries, contact the Hexaware Marketing Team.

Tel: +91-22-67919595Fax: +91-22-67919500

E-mail: [email protected]

Hexaware TechnologiesMumbai- Headquarters Bldg. No. 152, Millennium Business Park, A Block, TTC Industrial Area, Sector - 3, Mahape,Navi Mumbai - 400 710

For any brand assests refer to the Hexaware Art Files.

MISCELLANEOUS

design and brand guidelines - hexaware€¦ · this new brand identity honors the company’s rich...

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