Brand Manual

Brand Manual
Page 1 | MDH Masala | Brand Manual

CONTENTS ....01
....02
About ....05
Origin ....07
Brand Heart ....08
Logo Construction ....09
Tone of Voice ....11
Logo Grid ....12
Logo Exclusion ....14
Scalability ....15
Colour Pallete ....17
Logo on Images ....18
Logo Dont’s ....20
Typography
Collaterals

Page 2 | MDH Masala | Brand Manual

ABOUT

It’s a brand that has been making our food tasty for years. Their flavors are
household names in India, and in many parts of the world. And there’s no way
any of us could have missed the photo of the old man in the regal red turban on
the ‘masala’ packets. Yes, we are talking about MDH and its founder, Mahashay
Dharampal Gulati.

Page 3 | MDH Masala | Brand Manual

ORIGIN

Mahashay Dharampal Gulati was born in 1923 in Sialkot, then India (now in Pakistan). However, the
story begins in 1919, when his father, Mahashay Chunni Lal Gulati, set up a shop to sell spices and
called it ‘Mahashian Di Hatti’.
Dharampal started selling mirrors, soap, etc. and also tried his hand at carpentry. But none of these
ventures took off. So, he had no option but to assist his father in selling spices. As the business
grew locally, they became popular as ‘Deggi Mirch Wale’.

Page 4 | MDH Masala | Brand Manual

VISION MISSION VALUES

Providing a perfect blend of spices Making things easier for the Spices have a long and ancient
for the Indian Household. housewife, MDH visualized the history, especially in India, where
concept of ready-to-use ground they are a part of life and heritage.
spices to create different and MDH provides quality, tradition and
distinctive tastes in dishes. taste to every Indian household.

Page 5 | MDH Masala | Brand Manual

PRIMARY
LOGO

The logo is an abstract version of the current MDH
logo. It pays tribute to the late Dharampal Gulati Ji
which makes the logo still rooted in its core values.
The abstract illustration helps the logo to connect
with a wider range of audience.

Page 6 | MDH Masala | Brand Manual

LOGO
CONSTRUCTION

+=

Dharampal Gulati- Hexagon shape Final Logo
Founder of MDH spices (Main element of

current logo)

Page 7 | MDH Masala | Brand Manual

TONE OF VOICE Informal
Youthful
Formal Traditional
Mature Upscale
Modern Warm
Accessible
Reserved

Page 8 | MDH Masala | Brand Manual

LOGO GRID 0.5 4 units 0.5

Logo grid gives consistency and 0.8 7 units
uniformity to the logo across all
platforms. 7 units 0.5 units
Use the following grid as a reference 2.5 units
for measurement. 1 Unit = X
Here 1 Unit = X 0.5 units
0.5 units
Page 9 | MDH Masala | Brand Manual

SECONDARY Logomark Logotype
LOGO Only includes the The logotype only includes
monogram i.e the the brand name and tagline
Primary Logo illustration placed in a
Includes Logomark and
Logotype in a vertical hexagon

orientation.

Page 10 | MDH Masala | Brand Manual

EXCLUSION
ZONE

Exclusion zone is the clear spacing created for the logo to avoid overcrowding around it.
The logo safespace is created by using a character of the same typespace. The width of the letter ‘M’ is the distance
that should be kept while using the logotype.
Page 11 | MDH Masala | Brand Manual

SCALABILITY

2 cm

Logo sizes are provided to make the logo easily noticeable and not create readability issues. Do not
scale the logo smaller than the given minimum size i.e 2 cm.

Page 12 | MDH Masala | Brand Manual

COLORS

Primary Secondary
Bright red and pure white are the Bright red with lesser opacity
primary colors of the identity. Red are the secondary colors. Use of
conveys warmth and spice of masala these colors is only necessary on
and white conveys minimalism. side-elements of the identity.

Red 100% Red 10%
#E31F26 #E31F26
CMYK- 5, 100, 100, 0 CMYK- 5, 100, 100, 0
RGB- 221, 31, 38 RGB- 221, 31, 38

White 100% Red 30%
#ffffff #E31F26
CMYK- 0, 0, 0, 0 CMYK- 5, 100, 100, 0
RGB- 225, 225, 225 RGB- 221, 31, 38

Page 13 | MDH Masala | Brand Manual

COLOR USAGE

Color usage chart shows the usage
ratio of primary and secondary colors.
Refer to the square chart.

Page 14 | MDH Masala | Brand Manual

COLOR VARIATION

Primary Colors Black and White
Page 15 | MDH Masala | Brand Manual

LOGO ON IMAGES DO’S-

Try using solid backgrounds (especially white) or photographs with a shallow depth of field. Add a layer of solid
color with less opacity on the picture if the picture has too much noise.

Page 16 | MDH Masala | Brand Manual

LOGO ON IMAGES DONT’S-

Avoid using pictures which have too much noise, that can be distracting when you place the logo. Do not add any
form of element behind the logo to try and make it more visible.

Page 17 | MDH Masala | Brand Manual

LOGO DONT’S-

Do not rotate the logo. Do not stretch the logo. Do not add drop shadow. Do not add additional
elements inside safespace.

Do not rearrange the layout. Avoid changing colours. Do not add gradient. Do not rescale any element
of the logo.

Page 18 | MDH Masala | Brand Manual

TYPOGRAPHY- SAMPLE

Primary Heading type: HEADING

AQUIRE Ficitibusam rem ven-
ime si volore etur?
ABCDEFGHIJKL Peria sim et delescit
MNOPQRSTU adi im ne volende mo-
VWXYZ luptae rempel mag-
nissimus sam quis
AQUIRE LIGHT optatibus.
AQUIRE REGULAR Cae a si cuscium earu
AQUIRE BLACK

Page 19 | MDH Masala | Brand Manual

TYPOGRAPHY- Sample Body Heading

Primary Body text type: Ficitibusam rem venime
si volore etur?
BAHNSCHRIFT Peria sim et delescit adi
im ne volende molup-
ABCDEFGHIJKL tae rempel magnissi-
MNOPQRSTU mus sam quis mod eos
VWXYZ remped ut optatibus.

BAHNSCHRIFT LIGHT
BAHNSCHRIFT SEMILIGHT
BAHNSCHRIFT REGULAR

Page 20 | MDH Masala | Brand Manual

PHOTOGRAPHY-

The brand photography should be clean and minimal. Avoid using pictures that will create unnecessary noise.
Shallow depth of field is always recommended. Make sure to use solid backgrounds with subtle/ neutral colors.

Page 21 | MDH Masala | Brand Manual

COLLATERALS-

STATIONERY
DESIGN

Stationary design includes
Letterhead, Envelope and
Business cards.
The stationary should look like
one single set reflecting the brand
values and colors.

Letterhead- 29.7 x 21 cm
Business Card- 9 x 5.5 cm
Envelope- 22 x 11 cm

Page 22 | MDH Masala | Brand Manual

Page 23 | MDH Masala | Brand Manual

COLLATERALS-

TOTE BAG

Tote bags are environmentally
friendly reusable bags which can
be used for a long time. Logotype
on a bag will increase the brand’s
recall value.
The example shown here is a tote
bag to keep the brand
products in.

Page 24 | MDH Masala | Brand Manual

COLLATERALS-

PACKAGING

The example shown here is the
packaging of MDH spices to depict
logo placement and use of font.

Page 25 | MDH Masala | Brand Manual

COLLATERALS-

ADVERTISING

An example of hoarding advertisement
(print) to show photography and logo
usage.

Page 26 | MDH Masala | Brand Manual

COLLATERALS-

ID CARD

An ID card is an important part of
branding as it is used by majority
employees when they work in an office
area.
This provides information about the
brand and the employee to others as it
is clearly visible to the viewers.

Page 27 | MDH Masala | Brand Manual

COLLATERALS-

T-SHIRT DESIGN

Wearing the T-shirt of a brand helps
clearly identify an employee. The
positioning of the logo should be on the
top right corner of the t-shirt to make it
accessible to the viewers eyes.

Page 28 | MDH Masala | Brand Manual

COLLATERALS-

SOCIAL MEDIA

Social Media is an important part
of advertising in today’s world. How
the advertisement is promoted
makes a huge impact on the
audience.

Page 29 | MDH Masala | Brand Manual

Design by Swarangi Kanade
Symbiosis Institue of Design
Pune, India
19080121083

Page 30 | MDH Masala | Brand Manual