AKIJ CEMENT Brand Guideline Version 1, July 04, 2023
The Philosophy 01. Looking within 02. Company Statement 03. Our Customer 04. Imagination Brands Brand Standards 01. Brand Identity governance checklist The Voice & Tone 01. Brand Voice 02. Brand Tone 03. Brand Tonality 04. Intensity of Brand Tonality The Visual Elements 01. The visual elements 02. Standard Logo 03. Logo Clear space & min. size 04. Online Logo 05. Online & standard logo- Handshake Symbol comparison 06. Logo Placement 07. Incorrect Usage 08. Master Logo Suite 05. Logo color iterations 06. Color Palette 07. Typography 08. Photography Product & Packaging Styl 01. Product 02. Product Catagory 03. Product Proces 04. Packaging Style Guide CONTENTS
.................. 02 .................. 03 .................. 04 .................. 05 .................. 07 .................. 10 .................. 12 .................. 13 .................. 14 .................. 16 .................. 18 .................. 19 .................. 21 .................. 22 .................. 23 .................. 24 .................. 25 .................. 26 .................. 27 .................. 28 .................. 29 e Guide .................. 32 .................. 33 .................. 34 .................. 35 Print Tips 01. Single-page grid .................. 39 02. Color Information: Brand & Ads .................. 40 03. Print Template .................. 41 Out-of-home tips 01. Billboard .................. 46 02. Standy .................. 47 03. Festoon .................. 48 04. Project Board .................. 49 05. Wall Paint .................. 51 06. Shop Sign .................. 52 07. Shop paint .................. 54 Digital Advertising Tips 01. Digital Advertising .................. 62 Partnership Tips 01. Partnerships .................. 64 Internal Communications Style Guide 01. Personal communication ................. 69 02. Offical communication .................. 70 Video Style Guide 01. Broadcast .................. 78
Welcome to our brand book! We are thrilled to introduce you to the vision, values, and personality. Within t we are and how we present ourselves Our brand book serves as a compass, g interactions. It captures the very essen representation that resonates with our In these digital pages, you will explore values that drive us forward. You will d and the emotions we seek to evoke. Through the brand book, we invite you logo, colors, typography, and imagery— these elements effectively and consist We believe that a strong brand creates By understanding and embracing our b amplify our message to the world. We encourage you to familiarize yours brand's essence confidently. Let it insp make together. Thank you for joining us on this excitin pride, as we continue to build meaning Welcome to our brand family! Best regards, Akij Cement
essence of our brand, a comprehensive guide that embodies our these pages, you will discover the building blocks that define who to the world. guiding us in every aspect of our communication, design, and nce of our brand identity, providing a unified voice and visual r audience. the core elements that make up our brand: our mission, vision, and delve into our unique personality traits, the tone of voice we employ, to embark on a journey of discovery. Uncover the story behind our —the visual elements that bring our brand to life. Learn how to use ently, ensuring a cohesive brand experience across all touchpoints. s lasting connections. It conveys trust, authenticity, and familiarity. brand guidelines, you become an ambassador, helping to shape and elf with our brand book, as it will empower you to communicate our pire you, guide you, and remind you of the incredible impact we can g journey. Together, let's celebrate and showcase our brand with gful connections and leave a lasting mark in the world.
The Fundamentals The Philosop
phy Akij Cement Brand Guideline Version 1, June, 2023 01
Looking within At the heart of who we are. Akij Group has earned its position as a pioneer in advancem regime. Akij Group starting in later 1940’s has been widenin activities since today. Capable manage- ment and well trained strongest office chain in Bangladesh. AKIJ CEMENT COMPANY LTD set its foot hole in the cement capacity in many folds by earning customer satisfaction with qu has no compromise with quality and bestowed upon client’s sat clients. Akij Cement Company Limited (ACCL) has its dedica distribution channel welly oriented to aid uninterrupted produc Akij Cement Company Ltd. Has introduced fully automatic grindthe pioneer in VRM Technology. VRM technology aims at fine a prefer Slag to Fly-Ash to attain world-class cement- free form based cement not only assures Strong concrete but also long weather condition in Bangladesh.
Akij Cement Brand Guideline Version 1, June, 2023 02 ment of industrialization in Bangladesh ng its business horizon and spread its Officials has made Akij Group one of the t market in 2002 and has multiplied its uality product. Akij Cement Company Ltd tisfaction and premium services towards ated raw material delivery channel and ction and delivery service. In Bangladesh ding machine from world class LOSCHEnd well-proportioned cement blend. We m any Environ- mental threats. This slag life of concrete made structures at any
Company Statement Our Vision Be the Benchmark of Customer’s Choice Our Mission Ensure the best quality products and services thr benefits society and the environment Our Core Values 1. Positivity 2. Teamwork 3. Ownership 4. Custom Our Core Competencies 1. Process Orientation 2. Quality Focus 3. Compli
Akij Cement Brand Guideline Version 1, June, 2023 03 rough continuous improvement that mer Centric 5. Service Orientation ance 4.Cost Efficiency 5. Innovation
Who is Our Customer PRIMARY: Primary target group of akij cement are Distributor, Retailer • SEC- Upper, Mid & Lower Level economy Classes people • AGE- Below 20 years • Gender- Male & Female • Geographic- Urban, Industrial & developing area • Psychographic- Profit & Service Seeker SECONDARY: Individual Home Builders, Engineer & mass people who are construction, those are the secondary target group • SEC- Mid & upper level economy classes people • AGE- Below 20 years • Gender- Male & Female • Geographic- Urban, Industrial & developing area • Psychographic- Quality, Assurance, & Service Seeker
r, Engineer, Masson & Contactor. directly or indirectly involved for building Akij Cement Brand Guideline Version 1, June, 2023 04
Imagination Brands Unlike the name, Essential is rather a brand full of life. It i very welcoming and gives a feel of warmth to the audien while being strongly bonded with the values and culture the origin. To be portrayed as a figure, Essential is the young university girl who attracts people and makes the Ou Strength Fast Service Caring toward the environment
Akij Cement Brand Guideline Version 1, June, 2023 05 is ce of environment lively with its presence; without being the ultra-modern campus star. To resemble with some existing examples – depicting as a person, its Geet Dhillon (acted by Kareena Kapoor) from the film Jab We Met while as an animal, it’s closer to a Dolphin. ur Brand Reliable Honest Making difference in people’s lives
Brand Stand
dards Akij Cement Brand Guideline Version 1, June, 2023 06
Brand Standards Brand Identity governance checklist Brand Standards Quick Reference Guide Brand Tone ● Does creative fit our personality? (Refer to tone words on page 00. ● Can we inject personality? (Refer to personality description on pag ● Does it shed positive light on our brand? Logo ● Is the logo being used correctly? (not manipulated, refer to page 0 ● Is the logo placed correctly? (top right or bottom right, refer to pag ● Does the logo have ample negative space around it? (Refer to page ● Is the logo for a core product or master brand? (Refer to page 00) ● Is the correct logo being used? (digital vs. print, refer to page 00) ● Is there a partner logo, and is it locked up correctly? (Refer to pag ● Does your project meet the requirements of audience and reach u brand architecture? (Refer to “Brand Architecture” on page 00). Graphic elements ● Is the brand background size and placement correct? (Refer to pag ● Is the 5-leaves (Petal) being used correctly? (Refer to page 00)
) ge 00) 0) ge 00) e 00) e 00). under ge 00) Akij Cement Brand Guideline Version 1, June, 2023 07 Typography ● Is all text placed in Helvetica or KarnaphuliMJ (Bangla Font)? ● Is all text placed correctly (flush left, rag right, correct size and color, applies to copy, headlines, and legal; refer to page 00) ● Is all text placed on a gradient background instead of over a photo? ● Are all trademarks placed appropriately? ● Is the headline being treated correctly? ● Has all punctuation and capitalization been checked? Photography/Imagery ● Does all imagery portray photo standards? ● Does all photography fit our brand personality? ● Does the photography use diversity? ● Is the photography overly filtered?
The Voice &
Tone Akij Cement Brand Guideline Version 1, June, 2023 08
Assurance to strive unc to constantly improve o our terms, our services so as to become the bes
Akij Cement Brand Guideline Version 1, June, 2023 09 compromisingly, ourselves, and products st in class.
Brand Voice Overview Trustworthy and Reliable: Akij Cement's brand voice exudes t commitment to delivering high-quality products and services co customers. Innovative and Trendsetting: Akij Cement aspires to be at the reflects innovation and a forward-thinking approach. The comp technologies, practices, and sustainable solutions. Authentic and Transparent: Akij Cement's brand voice is authe and open communication with its customers. The company beli relationships based on trust. Engaging and Friendly: The brand voice of Akij Cement is enga audience on a personal level, using a warm and approachable t belonging and make customers feel valued. Long-lasting Bonds: The tagline "Bonding Forever" signifies A enduring relationships with its customers. The brand voice emp building these bonds.
Akij Cement Brand Guideline Version 1, June, 2023 10 rust and reliability. The company emphasizes its onsistently, fostering a sense of trust among its forefront of the cement industry. Its brand voice pany strives to set trends by introducing new entic and transparent. It values honesty, integrity, eves in being straightforward and building genuine aging and friendly. It aims to connect with its target tone. The company seeks to create a sense of kij Cement's commitment to fostering strong, phasizes the importance of unity, trust, and loyalty in
Brand Voice Defined Akij Cement uses Product Differentiation with the Fly Ash Free Ce name Akij Group itself has a great reputation in the mind of the pe
Akij Cement Brand Guideline Version 1, June, 2023 11 ement and Image Differentiation as its group eople.
Brand Tone Personality Conscientiousness: • A tendency to show Self-discipline. • Act Dutifully • Aim for Achievement • Planned rather than spontaneous behavior O
Akij Cement Brand Guideline Version 1, June, 2023 12 Organized and dependable.
Brand Tone Brand Tonality Funny Casual Irreverent Enthusiastic
Akij Cement Brand Guideline Version 1, June, 2023 13 Neutral Serious Neutral Formal Neutral Respectful Neutral Matter-of-fact
Brand Tone Intensity of Brand Tonality 5 4 3 2 1 Funny 5 4 3 2 1 Casual 5 4 3 2 1 Irreverent E 5 4 3 2 1 Enthusiastic
Akij Cement Brand Guideline Version 1, June, 2023 14 Serious Humor 0 1 2 3 4 5 Formal Formality 0 1 2 3 4 5 Respectful Respect 0 1 2 3 4 5 Matter-of-fact nthusiasm 0 1 2 3 4 5
The Visual E
Elements Akij Cement Brand Guideline Version 1, June, 2023 15
The Visual Elements Overview Color Signature Single Color Signature Logo Combination marks are a type of logo design that incorporates both text and visual elements to create a distinctive brand identity. These logos combine a wordmark or lettermark with a symbol or icon, often positioned side by side, stacked, or integrated together. The text and visual elements work in harmony to communicate the brand's message, values, and personality. The text component of a combination mark typically features the brand name, a tagline, or initials represented in a specific font, style, or customized typography. This helps establish brand recognition and aids in brand recall. The visual element, on the other hand, can take the form of a graphic symbol, icon, emblem, or illustration that complements and reinforces the brand's identity. This visual element can be abstract, representational, or even a simplified representation of a specific object or concept related to the brand. icon type
Akij Cement Brand Guideline Version 1, June, 2023 16 Color Signature Bangla Single Color Signature Bangla icon type
Primary Color Our primary colour is Essential Happy Red and Sunshine Yellow. White plays a substantial part in our collaterals as a background/canvas for our Signature, type and illustrations. HAPPY RED PANTONE 185 C M_100 Y_92 The Visual Elements Overview Brand Slogan: Tagline in English: Bonding forever Tagline in Bangla: Graphic elements Typography DIN Family Bangla wbg©v‡Y AUyU eÜb Iconogra
SUNSHINE YELLOW PANTONE 803 C Y_100 Akij Cement Brand Guideline Version 1, June, 2023 17 a Typography wj �`i ‰bF©Z aphy elements:
Logo Standard logo The Akij Cement logo is a powerful image that symbolizes bonding In bot bonding of cement and the bonding of strong relationships, the principle connectivity is emphasized. The core idea is based on the principle of du bonding - the coming together of different elements to make a unified wh Hence the payoff line "bonding forever. The shield in the logo signifies protection as durable structures will always shield from harm. The logo highlights the fact that Akij Cement is fly ash free cement to denote that it superior to ordinary cement The Akij Cement logo reflects solidarity which prerequisite to constructing positive infrastructures. A strong handshake denotes confidence, mutual understanding and accord. Hence, it is a sym that brings unity and harmony. The idea of bonding is behind all the struc that have been built and it talks about longevity and connectivity. No man island, bonding is the basis upon which all structures are built and upon w modern society is based. The use of the Akij Cement logo together with t payoff line "bonding forever" emphasizes the importance of bonding that enables the building of our ideas into concrete structures. It symbolizes th founding principles of society and at the same time speaks of the bondin process in cement that gives rise to tall durable structures symbolizing th building of our aspirations.
Akij Cement Brand Guideline Version 1, June, 2023 18 th the of rable hole. t is h is a mbol ctures n is an which the he g e
Logo Logo Clear space and minimum size Signature Clear Zone To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logotype or full name is used, a clear space of 40% the symbol’s height should be maintained. Minimum size Note: The logo must always be at least 1" wide.
Akij Cement Brand Guideline Version 1, June, 2023 19 Minimum size: 1" Minimum size: 1"
Logo Signature Minimum Size To ensure maximum legibility of our Signature on various applications we have worked out a minimum size of the Signature. Please note that these guidelines are a general recommendation. We recommend you always test the printing of the Signature to make sure it is clear, legible and recognisable. With TM Without TM
Akij Cement Brand Guideline Version 1, June, 2023 20 25 mm 25 mm 10 mm 10 mm
Logo Online Logo Logo We have optimized the height and color of the Symbol for web, tablet, and mobile applications, allowing the ash background of the Symbol to appear as a solid color. This adjusted artwork must only be used on akijcement.com and in our mobile applications. Note: The online logo artwork may only be used when the height of the Symbol is less than 50 pixels. Do not use the online artwork outside of our web site, e-mails, mobile applications, approved online partnership logo placements, and occasional merchandise pieces. Web site and e-mail applications (for desktop and tablet) Mobile applications Note: Whenever the height of the Symbol is larger than 40 pixels 40
Akij Cement Brand Guideline Version 1, June, 2023 21 The height of the Symbol increases in the digital version to align with the height of akij and cement in the wordmark. This artwork may only be used when the height of the Symbol is less than 50 pixels. The height of the Symbol increases in the web site and e-mail applications (for desktop and tablet) version to align with the height of akij and cement in the wordmark. This artwork may only be used when the height of the Symbol is less than 25 pixels. The height of the Symbol increases in the Mobile applications version to align with the height of akij and cement in the wordmark. This artwork may only be used when the height of the Symbol is less than 40 pixels. 50 pixels pixels 50 pixels 25 pixels Akij Cement
Logo Online and standard logo Handshake Symbol comparison Online artwork Use this version for: • Favicon • Facebook profile picture thumbnail • Online • Mobile 20 px 40 px
Akij Cement Brand Guideline Version 1, June, 2023 22 b 50 px