ART Brand Manual 3.0

ART

HOUSING FINANCE

Own your dreams

Corporate Identity
Brand Manual

Published on 21 Sep 2018

Table of Contents

Intent of the manual 1
Story Board / Logo Ra onale 1
Logo Elements 1
Logo Philosophy 1
Logo Usage 1
Color Pale e & coding 1
Logo Orienta on 1
Logo Typography 1
Logo Font (History) 1
ART Mantra 1
Logo Applica on 1

Intent of the Manual

At the heart of every successful Customer experience, there lies a
value crea on story.
Customers seek our service because, we provide an answer to one of
their unrealized aspira on.
In essence, a Brand is nothing more than the story that customers
recall when they think of us. Because this story is made up by every
single touchpoint of our customer’s experience, thus, it is the job of a
Brand custodian / Designer to arrive at a clear picture, of how each
element of the Brand unfurls.

ART

HOUSING FINANCE

Own your dreams

ART Philosophy Alliances Relationships

‘ALLIANCES’ Fostering long term partnerships Realizing synergies with best-in-class
Fostering long term partnerships
Te c h n o l o g y
‘RELATIONSHIPS’ Bedrock of our business strategy
Realizing synergies with best-in-class

‘TECHNOLOGY’
Bedrock of our business strategy

Logo Rationale Accurate reproduc on of the ART in 3 hues is as under:
Red color of the logo has been used to depict the Brand’s energe c and
Aspiring to establish itself as a competent pan India player in the vibrant a tude, exhibi ng companys’ passion for service excellence,
affordable segment of mortgage finance industry, ART Logo represents prompt ac on, ambi on and determina on to be the industry leader
Alliances, Rela onships & Technology backed by growth, leadership &
stability. With a contemporary look, the logo smartly symbolizes the Blue has been used majorly to communicate the trust, responsibility,
intent of expanding its’ horizons across serving todays’ genera on, integrity, loyalty & reliability that Brand stands for
achieving excellence and giving new dimension to its’ customers & to
the industry, as a whole. Gray has been used to conform that the Brand is conven onal,
dependable and prac cal to operate & grow, with a mature and
Each color in the Logo represents, specific objec ves of the company - responsible outlook

ART

HOUSING FINANCE

Own your dreams

Default Logo

Brand Logo Elements INSIGNIA

‘INSIGNIA’ SWOOSH
Owing to the business/service line we operate in, our Insignia
symbolizes a “Home” (in Red & Blue). As Home signifies possession, ART ART
similarly our Brand too thrives on, lending a helping hand to it’s
customers by offering them Home loan, to own their dreamed OWN YOUR DREAMS Own your dreams
possession

‘SWOOSH’
As can be seen, is formed by two simple curved lines. Fundamentally,
this sign represents mo on and speed, propounding Brands’ posi ve
arc of movement speedily aiming for zenith

‘ART’
The bold font of ART signifies the bold steps that the company is
geared to take up henceforth, to offer best to it’s customers, making
an extrusive mark in the mortgage finance industry

‘Own Your Dreams’
Our tagline clearly communicates the promise, confidence & trust that
we stand for. It propagates our thought that we are - the ‘People who
care’ for our customers & help them Own their dreams

Brand Logo Elements INSIGNIA

‘INSIGNIA’ SWOOSH
Owing to the business/service line we operate in, our Insignia
symbolizes a “Home” (in Red & Blue). As Home signifies possession, ART ART
similarly our Brand too thrives on, lending a helping hand to it’s
customers by offering them Home loan, to own their dreamed OWN YOUR DREAMS Own your dreams
possession

‘SWOOSH’
As can be seen, is formed by two simple curved lines. Fundamentally,
this sign represents mo on and speed, propounding Brands’ posi ve
arc of movement speedily aiming for zenith

‘ART’
The bold font of ART signifies the bold steps that the company is
geared to take up henceforth, to offer best to it’s customers, making
an extrusive mark in the mortgage finance industry

‘Own Your Dreams’
Our tagline clearly communicates the promise, confidence & trust that
we stand for. It propagates our thought that we are - the ‘People who
care’ for our customers & help them Own their dreams

XX

The Logotype ART Safe Space

we need to respect the logotype by giving it appropriate spa al space. HOUSING FINANCE
the ideal safe space that must surround the logo is equivalent to the
half height of the logotype which defined as 'X' space. Own your dreams
The minimum safe space should not be less than "1/2 X" / 50% of 'X'.
XX
The white logotype on a blue and red background is permi ed in
special cases. However, kindly ensure that the visible blue patch is Safe Space
evenly distributed on both sides of the logo, and not confined to the
safe space area. The patch should be ideally double the size of the XX
space area. The background patch does not have a defined shape and
size. ART

Minimum height of HOUSING FINANCE
the logotype (without safe space)
Own your dreams
In print, the logo should never appear smaller than 10 mm in height.
On-screen, it must appear at least 118 pixel in height X X Safe Space

ART 10mm in print/118 px on screen Safe Space

HOUSING FINANCE XX

Own your dreams ART

HOUSING FINANCE

Own your dreams

X X Safe Space

Safe Space

Primary Color Palette ART Red ART Blue ART Grey ART White
CMYK CMYK
The logotype can only appear in the primary color paleete as specified. CMYK CMYK 0/0/0/80 0/0/0/0
if used on the ART blue and red, kindly ensure the patch is not limited 0/100/100/10 100/55/0/10
to the safe space limits. The primary color pale e should not be used RGB RGB
in any nts or lighter percentages. 55/52/53 254/254/254

RGB RGB PANTONE PANTONE
216/49/53 0/105/170 425C Trans. white

PANTONE PANTONE
711C 3015C

Default logo type on white background

ART

HOUSING FINANCE

Own your dreams
Default logo type on blue and red background

ART ART

HOUSING FINANCE HOUSING FINANCE

Own your dreams Own your dreams

Acceptable Black/ Acceptable Logo
White Adaptation Orientation

Black and white logo representa on for fax/black and white
applica ons only.

ART ART ART Horizontal Format

HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE

Own your dreams Own your dreams Own your dreams

Ver cal Format

ART

HOUSING FINANCE

Own your dreams

Color and Background HOUSING FINANCE ART HOUSING FINANCE H O U S I N GOFwnI NyouArNdrCeaEms
Restrictions
Own your dreams HOUSING FINANCE DON’T change the propor ons DON’T rotate the logo
To upkeep the Brand hygiene, integrity and to promote the Brand between the symbol & logotype
consistency, it is important to use the logo as described in these CONTENT FOR REAL LIFE Own your dreams
guidelines
The examples shown here illustrate possible misusage of the logo that DON’T create a logo lockup DON’T rearrange the logo
should be avoided (be it, any case) with text elements.

HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE

Own your dreams Own your dreams Own your dreams Own your dreams

DON’T stretch the logo DON’T create a gradient logo DON’T mix colors from the DON’T use non-approved colors
pale e

HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE

Own your dreams Own your dreams Own your dreams Own your dreams

DON’T outline the logo DON’T add a drop shadow to DON’T add reflec ons or any DON’T use the symbol as a holding
the logo other graphic filters to the logo shape for imagery or graphics

DON’T create a pa ern with HOUSING FINANCE HOUSING FINANCE HOUSING FINANCE
the logo
Own your dreams Own your dreams Own your dreams

DON’T place the logo on a color DON’T use Blue, Red or Grey on DON’T use over a busy image
without contrast a color background

Logo Typography Do not distort type
Restrictions Do not use type on a curve

In order to project a confident, credible and consistent image to our HOUSING FINANCE
audiences, we must adhere to our communica on standards. As part of
this effort, we must maintain the typographic system we have Do not use special effects with type
established.
Do not distort type
If used carefully and consistently, our typographic standards will make
an important contribu on to our branding efforts Do not use type on a curve

Do not put type in perspec ve

Logo Font History ART

ARIAL BLACK ARIAL BLACK

A contemporary sans serif design, Arial contains more humanist abcdefghijklmnopqrstwxyz
characteris cs than many of its predecessors and as such is more in ABCDEFGHIJKLMNOPQRSTUVXYZ
tune with the mood of the last decades of the twen eth century. The 0123456789
overall treatment of curves is so er and fuller than in most industrial
style sans serif faces.

Arial, some mes marketed or displayed in so ware as Arial MT, is a
sans-serif typeface and set of computer fonts. Fonts from the Arial
family are packaged with all versions of Microso Windows from
Windows 3.1 onwards, some other Microso so ware applica ons,[1]
Apple Mac OS X[2] and many PostScript 3 computer printers.[3] The
typeface was designed in 1982 by a 10-person team, led by Robin
Nicholas and Patricia Saunders, for Monotype Typography.[4] It was
created to be metrically iden cal to the popular typeface Helve ca,
with all character widths iden cal, so that a document designed in
Helve ca could be displayed and printed correctly without having to
pay for a Helve ca license.

Logo Font History HOUSING FINANCE

Novecento Wide Demibold novecento wide demibold
abcdefghijklmnopqrstwxyz
This is the 3rd release of Novecento sans, a Caps + small-caps font ABCDEFGHIJKLMNOPQRSTUVXYZ
family inspired on European typographic tendencies between the 0123456789
second half of 19th century and first half of the 20th. It looks ra onal
and geometric.

However, it is op cally corrected and balanced. This font face is
designed to be used mostly for headlines, visual iden es or short
sentences, both in big and small sizes.
Novecento sans is very versa le: lighter faces provide a more
contemporary and design look & feel, while the bolder ones definitely
look retro. Novecento family was spaced and kerned with love and
pa ence; each font has between 700 and 1050 kerning pairs. This font
is available for licensing in open type and web font format, as well as
for mobile apps, ebooks and for so ware embedding.

Logo Font History Gabriola

Gabriola abcdefghijklmnopqrstwxyz

Gabriola is a display typeface designed by John Hudson. Named a er ABCDEFGHIJKLMNOPQRSTUVXYZ
Gabriola Island, in Bri sh Columbia, Canada, it is primarily intended for
use at larger sizes, but can also work well in short passages of text. The 0123456789
Gabriola font can add elegance and grace to tles, subheads and other
situa ons in which a more decora ve style of type is appropriate.

The design of Gabriola was inspired by an idea from music: that the
same melody can be played in mul ple modes, each with its own
expressive characteris cs. Gabriola was developed with advanced
OpenType features and has been op mized for advanced ClearType
rendering to improve legibility on screen.

The advanced OpenType features in Gabriola makes it come alive.
There are eight different stylis c sets, allowing users to set the same
text in different modes, from the plainest style to the most elaborated
and fanciful. Each style is dis nc ve, yet each harmonizes with the
others around the dominant basic construc on of the le ers.
In addi on to the stylis c sets, Gabriola contains very extensive
contextual glyph subs tu ons in each style, improving the fit of the
le ers and, in the more elaborate styles, avoiding ugly collisions or
over-use of ornament.
The goal of Gabriola is to make is easy for users to produce a rac ve
decora ve typography, while using layout intelligence in the font to
limit the possibili es to inadvertently produce something that does not
look good.

The Typeface Running Text - Calibri

Heading Typeface - Book Antiqua Calibri (Regular, Normal)

Book Antiqua (Regular, Normal) ABCDEFGHILJKLMNOPQRSTUVWXYZ
abcdefghiljklmnopqrstuvwxyz
ABCDEFGHILJKLMNOPQRSTUVWXYZ 0123456789
abcdefghiljklmnopqrstuvwxyz
0123456789 Calibri (Normal-Italic)

Book Antiqua (Normal-Italic) ABCDEFGHILJKLMNOPQRSTUVWXYZ
abcdefghiljklmnopqrstuvwxyz
ABCDEFGHILJKLMNOPQRSTUVWXYZ 0123456789
abcdefghiljklmnopqrstuvwxyz
0123456789 Calibri (Bold)

Book Antiqua (Bold) ABCDEFGHILJKLMNOPQRSTUVWXYZ
abcdefghiljklmnopqrstuvwxyz
ABCDEFGHILJKLMNOPQRSTUVWXYZ 0123456789
abcdefghiljklmnopqrstuvwxyz
0123456789 Calibri (Bold-Italic)

Book Antiqua (Bold-Italic) ABCDEFGHILJKLMNOPQRSTUVWXYZ
abcdefghiljklmnopqrstuvwxyz
ABCDEFGHILJKLMNOPQRSTUVWXYZ 0123456789
abcdefghiljklmnopqrstuvwxyz
0123456789

Typography Typography
Recommendations Restrictions

Follow the simple typography formula for effective and uniform In line with our new branding guidelines, we need to maintain
communication: uniformity across the company including usage of typography.
The typography examples given below of this page are NOT to
Keep it short and simple be used.
increase font in multiples of 3 - Body 9pt > Subtitle 12pt>Title 15Pt
Line spacing should be 6 points more than the actual font size used Don't justify any Don't justify
Separate bullet points should have 2x line spacing with a dividing line with a shadow. text matter.
Keep text not justied and left aligned
Use sentence case The text iskerned at The type is
When 'ART' appears in the body text it should always be AllCAPS negative100. stretched.

Too Many TYPE This headline is hy-
Styles in one layout. phenated.

The line spacing on The text is right
this text is 200%. aligned.

Bussiness Card

Size : 3.5 inch(w) x 2 inch (h) 3mm Font 7pt
Paper : Ivory Sheet 300gsm
Printing : 4 Color digital front Name of the person Designa on/contact detail
and back Designation E-mail(Font 6.5 pt)

M: +91 0000000000
E: [email protected]

x Safe Space

Safe Space x ART x Space 17mm (h)
Safe

Front Side ART Default logo Back Side ART Insignia (half) HOUSING FINANCE
Background : C0,M0,Y0,K0 Background : C0,M0,Y0,K0
Logo Size: 17mm (h) ART Co. name : Font size 7 pt x Safe Space
Safe Space = 1/3 height(x) of the Ofce Address: Font size 6.5pt
logo (5.667mm) from all 4 sides.
Position : center aligned Information : Company full name
Full address of the company
Individual's Information Contact number
Position: Top right (3mm margin website
from right) Font: Book Antiqua

Name of the person: 7pt(Bold) ART HOUSING FINANCE (INDIA) LTD Full name of the company
(C0,M0,Y0,K79)
Designation : 6.5pt (Regular) 49, Udyog Vihar, Phase – IV, Gurugram – 122015, Haryana Corporate address
L: +91 124 6622200 | www.arthfc.com website URL

Contact number: 6.5pt (Regular) 14mm above the bo om
E-mail ID: 6.5pt (Regular)
ART Insignia (half) (blue & red)
Contact number

Letter Head XX

Size: 210mm(w)x297mm(h) ART 26mm (h)
Paper: Ex -Bond 100gsm
Printing: 4 Color screen Printing HOUSING FINANCE

Front Side Own your dreams

Logo size: 26mm(h) X X Safe Space
Safe space = 1/2 height of the logo from all sides
Position : top right aligned to the letter head Safe Space

Ofce adress:
Company Name in 11pt Book Antiqua (Bold)
Address in 8.5pt Book Antiqua (Regular)
Font Color: C0,M0,Y0,K90

Insignia water mark at the center of letter Head

Company Name ART HOUSING FINANCE (INDIA) LIMITED

Address 1 (Formerly known as RAAS Affordable Housing Finance (India) Limited, earlier known as RAAS Housing Finance (India) Limited)
Registered Office: 107, Best Sky Tower, Netaji Subhash Place, Pitampura, Delhi – 110034 | CIN: U65999DL2013PLC255432

Address 2 Regional Hub: 49, Udyog Vihar, Phase – IV, Gurugram – 122015, Haryana | Phone: +91 124 6622200 | E-mail: [email protected] | www.arthfc.com

*Example seen is not depicted in actual size

Small Envelope ART Red on
the flap
Size: 10 inch (w) x 4.5 inch (h)
Paper : white 170 gsm XX
Printing: 4 color offset printing
ART 21mm (h)
Front Side
HOUSING FINANCE Safe Space
Logo size: 21mm(h)
Safe space = 1/2 of X from all sides Own your dreams
Position : top left aligned to the letter head
ART insignia half cut (left side) XX

Back Side Safe Space

Ofce adress: If not delivered return to below address
Company Name in 7.5pt Book Antiqua (Bold)
Font color: C100,M55,Y0,K10 ART HOUSING FINANCE (INDIA) LTD
Address in 7pt Book Antiqua (Regular) 49, Udyog Vihar, Phase – IV, Gurugram – 122015, Haryana
Font color: C0,M0,Y0,K90 L: +91 124 6622200 | www.arthfc.com

Address

Contact no. and website Company name

*Example seen is not depicted in actual size

Big Envelope XX

Size: 10 inch (w) x 12 inch (h) ART 31mm (h)
Paper : white 170 gsm
Printing: 4 color offset printing HOUSING FINANCE

Front Side Own your dreams

Logo size: 31mm(h) X X Safe Space
Safe space = X from all sides (x=half of logo height)
Position : bottom right aligned to the letter head Safe Space
ART insignia half cut (left side)

Back Side

Ofce adress:
Company Name in 12pt Book Antiqua (Bold)
Font color: C100,M55,Y0,K10
Address in 11pt Book Antiqua (Regular)
Font color: C0,M0,Y0,K90

If not delivered return to below address Company name
ART HOUSING FINANCE (INDIA) LTD Address
49, Udyog Vihar, Phase – IV, Gurugram – 122015, Haryana Contact no. and website
L: +91 124 6622200 | www.arthfc.com

*Example seen is not depicted in actual size