Club Mahindra Brand Manual Comp

Brand Book 2022







Table of Contents

The Brand
About the Brand ...................................................................................................... 01
Our Story ................................................................................................................. 02
Mission, Vision & Values .......................................................................................... 03
Brand Personality .....................................................................................................04

The Logo
Logo Concept ...........................................................................................................05
Logo Breakup & Orientation ..................................................................................... 06
Logo Grids & Size Reduction ................................................................................... 07
Exclusion Zone ......................................................................................................... 08

Colour
Color Palette ............................................................................................................ 09

Typography
Fonts for Logo,Print & Web ...................................................................................... 10

Logo Usage
Color Usage ............................................................................................................. 13
Incorrect Logo Usage .............................................................................................. 14
Usage On Images ..................................................................................................... 15

Logo Application
Photography ............................................................................................................ 17
Pattern ..................................................................................................................... 19
Merchandise, Apparal, & Stationary .........................................................................20
Advertisements.......................................................................................................... 28

About the brand

Mahindra Holidays & Resorts India Ltd. (MHRIL) is the
Leisure and Hospitality sector of the Mahindra Group.
Club Mahindra offers quality family holidays primarily
through vacation ownership memberships and brings
to the industry values such as reliability, trust and
customer satisfaction.
Started in 1996, the company’s flagship brand ‘Club
Mahindra’, today has over 250,000 members, who can
holiday at 100+ resorts in India and abroad.

01

Our Story

Club Mahindra Holidays was incorporated as Mahindra
Holidays and Resorts India Limited (MHRIL) in the year
1996. Subsequently, the company’s status was changed
to public limited in the year 1998.
In the same year, the company opened its first resort at
Munnar. Its next resort was opened in Goa in 1999. At
present, the company operates and manages over 100
resorts across the globe of which 71 are in India.
MHRIL’s parent company, Mahindra Group is a US$19
billion multinational company. The parent company
employs 2 lakh people across 100 countries in the world.

02

Vision

Club Mahindra strives to achieve worldwide recognition as the
investment opportunity in the tourism industry. We aspire to create
global travel easy while exploring unique holiday stays.

Mission

To promote global travel and make luxury vacations more accesible
with Club Mahindra’s membership program.

Values Passionate Diversity

Innovative

Quality Breezy

03

Brand Personality Fun Trustworthy

Connected 04

Tone & Voice

Trust We connect with the morales of our
Confident organisation and support our customers.
Committed
Reliable We are the industry leaders and our
employees are bright and confident.
Lively
We are committed to providing the best
experiences and customer satisfaction.

We are honest and sincere and our
customers can rely on us.

We are vibrant and energetic with our
words as well as our actions.

Logo Concept

Club Mahindra’s primary logo is a wordmark and a symbol. The
concept is derived from the company’s initials and their values.
The main lettering style is bold with curved edges which reflects
the clean, fun and young approach the brand has developed. The
stylized CM initals make a unique identity that will make the brand
stand out and remain recognizable and memorable.

This is the main logo that will be used across primary brand
applications. This logo helps the audience easily identify Club
Mahindra’s web presence, ads, and other materials, and enhances
the professionalism of the brand.

Letters C and M Waves Smiling lips Logomark

05

Logo Breakup Logotype

Logomark 06

Secondary Logo

9.5x 0.7x 8.3x

Logo Grid 6.5x 2x
9x
To maintain consistency, always 3x
ensure that the logo is scaled 1x
proportionally for various sizes. 3x

Total Grid Size = 18x X 9x
x = 1 unit

18x

Size Reduction Web: The smallest size that the logo can be
used on web is 2 cm in width.
Print: The smallest size that the logo can be
used in print is 2 cm in width. 24 Px 24 Px

1cm
2cm

07

Logo Exclusion Zone

Logo Exclusion Zone is the clear spacing around the logo to preserve
the integrity and visual impact. It is always necessary to maintain
adequate clear space around it. It helps the logo to be seen quickly,
without getting cluttered by graphic elements nearby.

The clear spacing for the primary
logo is the height of the letter ‘M’
within the logo.

08

Colour Pallete Primary Colours

The primary color palette comprises of blue CMYK 98, 76, 15, 0
that represents trust and confidence. Blue is RGB 0, 51, 102
also the colour of the sea and the sky.
CMYK 39, 0, 7, 0
The secondary colour pallete represents RGB 153, 204, 255
bright, energy and livliness.

Secondary Colour Pallete CMYK 0, 0, 13, 0
CMYK 0, 58, 82, 0 RGB 255, 255, 204
RGB 255, 153, 51
CMYK 16, 0, 3, 0
CMYK 6, 0, 13, 0 RGB 204, 255, 255
RGB 255, 255, 102

09

Typography Aa Typo Round Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typography is a brand tool which Logo Typeface abcdefghijklmnopqrstuvwxyz
helps to represent the brand and 0123456789
it’s personality using the similar
feeling being emphasised all across Helvetica
different media. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Helvetica can be used for print media 0123456789
and Poppins can be used for web.

Aa

Corporate Typeface

Aa Poppins
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Corporate Typeface abcdefghijklmnopqrstuvwxyz
0123456789

10

Fonts for print Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
abcdefghijklmnopqrstuvwxyz
0123456789 Helvetica Bold Oblique
Helvetica Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz 0123456789
0123456789

11

Fonts for web Poppins Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Poppins abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
abcdefghijklmnopqrstuvwxyz Poppins Bold
0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Poppins Medium 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 12
0123456789

Logo Usage

The logo must be used in brand color palette depending on the contrast with the background.
Incase of a white background the logo must be used as shown in A.
Incase of a light background (other than white) the logo must be used as shown in B & C.
Incase of a dark background the logo must be used as shown in D.

13

Incorrect Logo Usage

A. Don’t squeeze or stretch the logo A B C
D
B. Don’t resize the elements and G E F Club
change proportions Mahindra
established 1996 H
C. Don’t rearrange and create I
monograms
14
D. Don’t rotate or skew the logo

E. Don’t add colors to elements

F. Don’t change the typeface

G. Don’t add other elements in the
clear space

H. Don’t add shadows or other
effects to the logo

I. Don’t add additional symbols or
elements to the logo

Usage On Images

Do’s
A. Logo should be balanced.
B. It is preferrable to place the logo in the curved corner as shown in image B.
C. Use brand images depicting interesting travel destinations as shown in A & C.

AB C

15

Usage On Images

Dont’s
A. Don’t use low resolution images
B. Don’t contain the logo in a box when using on an image background.
C. Don’t use dull images to make the logo more visible

A BC

16

Photography

The photography style portrays the creativity
of the brand. The composition should reflect
the brand values and should relate to the
customers.

17

Do’s
Keep pictures of the hotels and resorts photos clean and focused.
Add in relevant elements to convey the right message.

Dont’s
Don’t keep unwanted elements in the frame.

18

Patterns

A pattern created using the brand’s logomark
adds to the company’s brandrecall value.
Use patters in primary pallete’s fill or solid outline.

19

Corporate Merchandise

Brand merchandise helps to foster the feeling
of belongingness in the work environment.

It also boosts the employees with motivation.

The brand identity should look clean and
simple to reflect the brand’s personality.

20

Apparel

Apparels for the brand allows better
identification of employees. It also provides a
sense of unity.

The logo will be placed on the top side of the shirts.

21

22

Casual Apparal can also be used for out of office experience

Stationery

Custom stationery provides significance to
your business by enhancing it’s professional
presence. It is helpful to impress new clients.

Letterhead
29.7 cm x 21 cm
L Margin: 2 cm
T/B/R Margin: 1.5 cm

23

Visiting Card
5 cm x 9 cm
Margin: 0.75 cm

24

Envelope
22 cm x 11 cm
Margin: 1.5 cm

25

26

Identity Card

Identity card helps strengthen security, safety
and customer confidence in the service by
ensuring all employees are identified.
An identification card will also enable staff
to identify colleagues, enhancing safety and
security.

Ms. Saroja Sreenivas
General Manager

ID: 20154892559595
Join Date: 27/ 02/ 22
Phone: 9689095689

27

Ad Layout

Consistent layout helps in bossting brand
recognition. The logomark shape can be used
in layouts to create a brand recall value.

28

Ad Element Layout

Derived from the logo mark

29

Go Beyond with ClubGo beyond with Mahindra!

Experience Luxury
with Club Mahindra!

30

31

Design & Layout By

Aparajita Sharma

19080121006

3rd Year, Graphic Design

Symbiosis Institute of Design
Pune, India