Design

COLOUR

Corporate Colours

Corporate Colour is a significant and prominent element within the brand signature system. Therefore, proper use of corporate colours is crucial to the integrity of the brand expression

Primary colours
Axiata Blue and Axiata Red are Axiata’s primary colours. They should be the colours used most prominently with at least 50% usage in all communications.

Prism colours
Apart from the Axiata Red, Axiata Gold, Axiata Orange, Axiata Red Orange, Axiata Purple and Axiata Magenta make up the Axiata’s prism colours. They can be used as the alternative colours in communications though the primary colours usage is more advisable.

Axiata Blue

Pantone 280C

C100 M80 Y0 K0

R22 G67 B150

Hex #164396

Axiata Red

Pantone 207C

C0 M100 Y60 K20

R196 G13 B66

Hex #C40D42

Axiata Gold

Pantone 7406C

C0 M30 Y90 K0

R253 G185 B52

Hex #FDB934

Axiata Orange

Pantone 130C

C0 M50 Y100 K0

R247 G148 B30

Hex #F7941E

Axiata Red Orange

Pantone 158C

C0 M80 Y100 K0

R241 G90 B34

Hex #F15A22

Axiata Purple

Pantone 2425C

C50 M100 Y20 K20

R123 G27 B103

Hex #7B1B67

Axiata Magenta

Pantone 205C

C0 M90 Y20 K0

R238 G62 B128

Hex #EE3E80

Secondary Colours

The secondary colour palette consists of a light colour range and gradient colour range. Both ranges apply to the prism fabric, but only the primary colour ranges applies to the brand signature.

Axiata Denim

Pantone 5405C

C65 M40 Y20 K0

R102 G137 B171

Hex #6689AB

Axiata Turquoise

Pantone 3125C

C70 M0 Y20 K0

R25 G190 B207

Hex #1DBECB

Axiata Green

Pantone 383C

C35 M0 Y100 K0

R179 G211 B53

Hex #B3D335

Axiata Peach

Pantone 178C

C0 M75 Y55 K0

R242 G102 B100

Hex #F26664

Axiata Silver

Pantone 537C

C10 M0 Y0 K20

R186 G202 B211

Hex #BACAD3

Axiata Grey

Pantone 445C

C15 M0 Y0 K65

R99 G113 B122

Hex #63717A

Corporate Colour Usage On Brand Signature

The corporate colours have been specially chosen to differentiate Axiata as unique and contemporary. The reproduction of these colours must visually match the colour in this section.

The diagram on this page shows how the corporate colours are used on the brand signature.

Corporate Brand Signature in Pantone

PANTONE

280C

PANTONE

7406C

PANTONE

130C

PANTONE

158C

PANTONE

2425C

PANTONE

207C

PANTONE

205C

01 / 04 — Colour

TYPOGRAPHY

Axiata Typeface

Typography is an important part of our brand. The consistent use of our typeface allows audiences to quickly recognise materials from Axiata.

We have created a special typeface only available to Axiata and its operating companies.

The Axiata typeface is the primary English typeface and should be used whenever possible, in every communication.

Download

To use the Axiata brand kit, kindly email us at [email protected]. Please state your name, organisation and the reason you are requesting access

Alternative Typeface for Special Situations

Arial is an acceptable substitute in situations where the Axiata typeface can not be used because of technical issues, as on web site and staff badges.

02 / 04 — Typography

PHOTOGRAPHY

Photography Style

The Axiata brand uses photography to build upon a theme or to communicate an idea. The image style is exclusively meant to feature people and/or product shot on a fresh, vibrant and simple background. Please try to avoid choosing images with busy and complicated environment.

Based on the intended messaging, we can depict the photography scenarios in different ways:

Warmth

The photography chosen should bring out the warmth and/or human interaction

Connectivity

Images should showcase the positive impact of connectivity towards people

Innovation & Technology

To depict the interaction between our subject and the technology featured

Realistic

It must depict scenarios that are real to life, rather than staged or posed

Diversity

With our regional footprint, we can portray the diversity and richness of lives impacted by our presence

Application of
Photography Style

In order to ensure that the brand does not deviate from its standard, specified visual attitude, set out here are a few things to avoid while selecting images for communication.

When showcasing talents, they should look as natural as possible. Avoid using images that feel too “posy”, are overly corporate/formal, or which have an overly futuristic treatment. Talents chosen should reflect the diversity found across Axiata’s OpCos.

Avoid choosing images with busy and complicated environment.

Avoid using imaginary through the reflection of glass or shine of any sort. Nothing should distract the focus away from the chosen images.

Images should never have motion blur as to not take away from the focus of the visual

Ideally the imagery should not show the back of the talent

Images should not feel overly corporate with poses that does not look natural

Avoid cluttered and unfocused compositions

Avoid using images that does not include diverse talents

Sterile or futuristic images should be avoided

03 / 04 — Photography

ILLUSTRATION

Isometric style

Use isometrics when placing special emphasis on a feature or technology, or when conveying a human journey

Icons

Use icons that represents the three Axiata pillars of Innovation, Connectivity and Talent

Illustration Identity

Illustration is a powerful creative tool and a great way to convey complex processes in a humanised and approachable way. Illustrations can be used to portray innovation, a journey and to represent the three Axiata pillars (Innovation, Connectivity and Talent). Always ensure use of corporate colours that are taken from Axiata primary and/or secondary palettes to hold the visual in place.

Off-brand colour palette

Over-stylized illustration

Lack of colours

Character illustrations

Complex data visualisation

Too cartoonish

Application of Illustration Style

Warmth and humanity are central to the Axiata brand. When developing illustrations, always avoid exaggerated styles that deviate far from reality, and keep the style simple when in doubt.

When representing talents, stock or real-life images should be used instead (avoid using illustrations to depict people).

Always choose the Axiata primary and/or secondary colours as the main colours used in the illustration whenever possible.

04 / 04 — Illustration