01


Brand identity


Our Name, Our Logo,
Our Outlook

As a diverse Group with a unique footprint across Asia, our name alludes to our Asian heritage with a global sound and a modern edge.

Axiata is our proud name and it is pronounced a-zee-ata. Our logo is called the Axiata prism and along with our exciting name, the identity mirrors the Group’s rich heritage and cultural diversity.

It is as colourful as the countries that we serve and displays the Group’s vibrant energy, reflecting how Axiata views situations from every perspective, uniting partners and connecting customers throughout Asia and the rest of the world.

axiata logo
02


CORPORATE
IDENTITY


Our brand signature is a representation of who we are and what we stand for. The purpose of these guidelines is to protect and enhance this invaluable asset.

The Axiata prism mark is the representation of the multi-dimension within our brand. The relationship between the prism mark and wordmark is fixed and should not be altered.

Always use the approved electronic identity artwork for reproduction.

Artwork & reproduction

The Axiata brand signature is reproduced in many different ways across our business. Specific applications and processes require specific artworks ad formats.

Please make sure that you download the correct artwork from the Brand Kit on axiata.com/brandkit. Never create your own artwork or alter it in any way.


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

This guideline should not be used for colour matching. Always refer to the Corporate colours section in this guideline.

03


BRAND ARCHITECTURE


Overview Permissible Usage of Brand Assets

The table below indicates the permissible usage of Axiata brand assets.

Relationship to Axiata Corporate logo Axiata name (full) Axiata name (partial) Prism mark Axiata endorsement Corporate colours Axiata typeface
1. Corporate Brand
1A. Sub-brands
2. Direct subsidiaries
3. Associates
4. Indirect subsidiaries
5. Join venture entitles

Guides:

No prior approval required for usage. Always use the approved electronic identity artwork for reproduction.

Subject to the usage guidelines outlined in the brand kit. Always consult Axiata Group Strategic Communications and Marketing for approval.

No permissible usage of the indicated Axiata brand asset.


Overview Exceptional Usage of Brand Assets

Usage of brand assets beyond the guidelines in this Corporate Identity document may be requested, subject to the approval process specified on this page.

Approval process of Exception Policy request:

1

Recommendation by Group Strategic Communications and Marketing and Group Chief Corporate Officer

2

Approval by Axiata Group Chief Executive Officer

3

Approval by Axiata Board of Directors

4

Signing of Licensing Agreement between applicant brand with Axiata Group

Requests for exceptional usage of the brand assets will be evaluated based on the 4 criteria specified below.

Evaluation criteria:

1

Degree of control of the business as owned by Axiata

2

Strategic importance of the business for Axiata

3

Risk assessment of the business
i. Current reputation
ii. Risk of future reputation

4

Maturity of business

Brand Architecture

The Axiata branding system consists of 6 levels:

  • 1. Corporate brand
  • 1A. Sub-brands
  • 2. Direct subsidiaries
  • 3. Associates
  • 4. Indirect subsidiaries
  • 5. Joint venture entities

Corporate brand

Sub-brands

Direct subsidiaries

Associates

*featured sample only.
non-exhaustive list.

Indirect subsidiaries

*featured sample only.
non-exhaustive list.

Joint venture entities

*featured sample only.
non-exhaustive list.

Terms of Use

The terms of use guide our representation of the Axiata brand and our operating groups of companies and are intended to protect and enhance the invaluable asset of our Brand Identity.

Always use the approved electronic identity artwork for reproduction.

Always consult Axiata Group Strategic Communications & Marketing for guidance and approval.

Terms of use
1. Corporate brand

The Axiata brand signature wordmark and prism mark is fixed and should not be altered.

Always use the approved electronic identity artwork for reproduction.

Terms of use
1A. Sub-brands

Sub-brands represent the extension of the Corporate brand.

The use of the Axiata brand signature is mandatory for sub-brand companies, and they are allowed to use:

  • Axiata prism mark
  • Axiata corporate colours
  • Axiata typeface

Always use the approved electronic identity artwork for reproduction.

Sub-brands

Terms of use
2. Direct Subsidiaries

Direct subsidiaries represent the companies in which Axiata holds the controlling stake of the company.

OpCos that operate within the digital telco and infrastructure businesses comes with the mandatory usage of the prism mark.

Exceptions may be granted to OpCos with existing market strength and recognition of their brand, subject to the approval of Axiata Group Strategic Communications & Marketing.

OpCos that operate within the other digital businesses are not required to carry the wordmark or prism mark to distinguish the offerings of the OpCos from the Corporate brand.

Digital Telco

Infrastructure

Digital Businesses

Terms of use
3. Associates

Associates represent the companies in which Axiata does not hold the controlling stake of the company.

Associates do not, and are not allowed to carry the Corporate brand signature or any other key identification icons or elements, including:

  • Axiata prism mark
  • Axiata corporate colours
  • Axiata typeface

Always consult Axiata Group Strategic Communications & Marketing for guidance and approval.

Associates

Terms of use
4. Indirect Subsidiaries

Indirect subsidiaries are the subsidiary brands of our Direct subsidiaries (OpCos).

To protect the integrity of the Corporate brand identity, Indirect subsidiaries do not, and are not allowed to carry the full Corporate brand signature.

Here are the rules that must be followed:

  • Allowed use of Axiata’s direct subsidiary endorsement
  • Allowed use of Axiata corporate colours
  • Allowed use of Axiata typeface

Always consult Axiata Group Strategic Communications & Marketing for guidance and approval.

Indirect subsidiaries

Terms of use
5. Joint Venture Entities

Joint venture entities represent the joint ventures that the Corporate brand or Direct subsidiaries may undertake.

Joint venture entities should represent the identity of both venture parties. Here are the rules that must be followed:

  • Allowed use of Axiata or Axiata’s direct subsidiary endorsement
  • Not allowed use of Corporate brand signature or prism mark
  • Not allowed use of Axiata’s corporate colours
  • Not allowed use of Axiata typeface

Always consult Axiata Group Strategic Communications & Marketing for guidance and approval.

Associates

04


VARIATION

Full colour version in
gradient colour

Full colour version in
solid colour

Monotone version

Single colour version


Vertical Brand Signature

In order to create a flexible system for the brand signature, three different variations are available for different applications.

Here are the rules that must be followed:

The full colour version in gradient must be used whenever possible, in all communications, but if applying the brand signature on smaller applications, please use the full colour version in solid colour; the single colour and monotone versions may be used in one-colour materials.

The colour of the prism mark is fixed, and should not be altered. Always use the approved electronic identity artwork for reproduction.




Full colour version in
gradient colour

Full colour version in
solid colour

Monotone version

Single colour version


Horizontal Brand Signature

The horizontal brand signature lockups are to use only in extreme situations when the vertical lockup cannot be applied.

The normal brand signature lockup should be used whenever possible throughout all communication materials.

The colour of the prism mark is fixed, and should not be altered. Always use the approved electronic identity artwork for reproduction.


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

05


MINIMUM CLEAR
SPACE AND SIZE


Minimum Clear Space

Our brand signature deserves to stand apart, as an expression of our integrity and commitment.

For maximum impact and legibility, always maintain ample clear space around the Axiata brand signature. This ensures an impression of clarity, strength and simplicity that supports our brand.

For extreme cases, the minimum clear space can be increased to 2X, but the preference should always be 1X.


Minimum clear space
This simple rule is important in preventing the brand signature from being overcrowded, which would detract from its impact.


Minimum Size

Minimum brand signature sizes have been established to maintain optimum legibility and quality in every expression of the Axiata brand.

The recommended sizes are measured by the X-height of one triangle from the corporate mark.

X is our standard measurement which is equal to the vertical height of one triangle in the logo as well as the “a” in Axiata. This is called the X-height.


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




Minimum size
The minimum size of reproduction is shown above. Do not reproduce the brand signature any smaller than the above sizes as it loses readability.
06


TAGLINE LOCKUP

Stacked version treatment
Horizontal version treatment
Linear version treatment

Taglines are often developed to communicate a company’s philosophy and vision. “Advancing Asia” conveys our mission to be Asia’s leader in telecommunication, with a commitment to improving people’s daily lives.

Additional typography in relationship to the Axiata brand signature can reinforce and extend the company’s philosophy and vision when used properly.

The size and proportion of the brand signature to the wordmark are locked and should remain the same at all times. Always follow this guide when using the tagline with the brand signature.

Linear version is an extreme case which would be used for very narrow applications, such as viaduct under an overhead bridge.



Malay version treatment
Chinese version treatment

Tagline Lockup in
Other Languages

Taglines in other language are just as important as the English version. The size and proportion of the brand signature to the wordmark are locked and should remain the same at all time. Always follow this guide when using the tagline with the brand signature.


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

07


DO’S AND
DON’TS


Colour Policy

Correct use of colour is vital when reproducing the Axiata brand signature.

The examples shown on this page demonstrate how careful control and use of the brand signature with different backgrounds must be adhered to at all times to ensure accurate and consistent representation of the brand.

The preferred Axiata colour brand signature is the full colour version appearing on a white background and should be used whenever possible.

For the single colour version of the Axiata brand signature, only Axiata Blue, Axiata Red, monotone, black and white is allowed. Any secondary colours such as Axiata green, denim and turquoise are not permitted to apply in the Axiata brand signature.

When there is not enough contrast between the background and the logo, always use the outline version of the Axiata brand signature.

The colour of the prism mark is fixed, and should not be altered. Always use the approved electronic identity artwork for reproduction.



Full colour version on white background

Reverse full colour version on Axiata Blue

Full colour version on light colour background

Reverse full colour version on Axiata Red

Single colour version on white background

Reverse full colour version on photographic background

Black & white colour version on white background

Reverse single colour version on colour background

Monotone version on white background

Reverse black & white colour version on black background



Unacceptable Usage

To preserve and reinforce the Axiata brand signature, never alter or reposition any elements of the Axiata brand signature.

Always reproduce the brand signature in the specific colours and lockups as indicated in this manual.

Although the examples on the left do not represent every misuse, they do illustrate some common mistakes that must be avoided when using the Axiata brand signature.



Never alter any elements (symbol & wordmark) of the brand signature

Never reproduce the brand signature in a different colour against a dark background

Never fill the brand signature with a photographic image or texture

Never reproduce the brand signature in Axiata Blue against a photographic image

Never reproduce the brand signature in a different colour

Never reproduce the brand signature with drop shadow effect on any background

Never reproduce the signature on a textured or complex background that may impair legibility

Do not transpose the Colours of the brand signature. If the Axiata logotype is black, the symbol must also appear in black



Unacceptable Usage
Background Colour

When the Axiata brand signature is being used for sponsorship purposes, always place the brand signature on a background with sufficient contrast.



Do not place the signature on a background with a similar colour tone to the signature

Always place the brand signature on a background with sufficient contrast

Do not place the brand signature on a background with insufficient contrast

Always place the brand signature on a background with sufficient contrast

Do not place the brand signature on a background with insufficient contrast

Always place the brand signature on a background with sufficient contrast

Do not remove the prism symbol outline on a background colour with insufficient contrast

Always place the prism symbol with outline on a background colour with sufficient contrast

Terms of Use | Privacy Policy
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