OpCos

Brand Signatures

OpCos Brand Signatures

Each entity that operates within the digital telco and infrastructure system comes with a mandatory Axiata endorsement via the prism mark.

EDOTCO is the only infrastructure OpCos exempted from carrying the Axiata endorsement.

Each entity that operates within the other digital businesses systems are not required to carry the Axiata endorsement.

In the subsequent pages, we will review the usage guidelines of OpCos brand signatures with mandatory Axiata endorsement.

Digital telco & infrastructure

Digital businesses

OpCos Brand Signatures On Colour Backgrounds

All the OpCos brand signatures are designed to function on their equity colours. A thin outline is necessary when the prism’s colours clash with the background’s.

Always use the outlined version of the Axiata brand signature when there is not enough contrast between the background and the logo.

Don’ts of colour background usage Never alter or reposition any elements of the OpCos brand signature. Always place the OpCos brand signature on a background with sufficient contrast.

Corporation Identity Variations Using XL Axiata As An Example

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

The full colour version must be used whenever possible, in all communications. 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

Monotone version

Full colour version in solid colour

Single colour version version

Sub-brands & Products Lock Up Using Dialog As An Example

Sub-brands and products can be locked up to the brand in two different ways; horizontal and stacked. Determine which to use based upon the space you are designing within.

The preferred type style for the product and sub-brand line is Axiata corporate set in lower case.

The ‘X’ measurement is based on the height for one triangle in the Axiata prism mark. The distance in between the OpCos name and the product line should remain 75% of the X-height.

Stacked version treatment

Axiata Endorsement

For branding OpCos, especially acquisitions with strong equity in their own brand, the sub-brand with endorsement approach should be adopted. A standard endorsement line, “an axiata company,” has been created for this level of branding application.

The font colour of “an axiata company” should be in grey when it comes to white strip application.

The font colour of “an axiata company” should be in white when applied on full bleed.

The OpCos are free to use either the white strip application or the full bleed application.

Please see further details in the following pages.

Horizontal version

Example on white strip application

Stacked version

Example on colour background application

Minimum Clear Space & Size With Axiata Endorsement

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.

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

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

Dialog as an example

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

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.

OpCos Brand Signatures With Axiata Endorsement Lock Up

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.

The example here uses Smart brand signature lock up as a reference.

Logo locking up example

BRAND IDENTITY APPLICATIONS

Vertical Communications With Endorsement Strip

Using Linknet, Dialog and XL Axiata as examples of the endorsement application on vertical communications with endorsement white strip.

The white strip should be approximately 4.5% of the vertical communication height. The Axiata endorsement on right and left is OpCos web address (URL).

The endorsement for ‘an axiata company’ should be approximately 50% of the white strip height.

Always place social media icons on the left hand side above the website address.

Vertical Communications Full Bleed Option

Using Robi and Smart as examples of the endorsement application on vertical communications without endorsement white strip.

The endorsement for ‘an axiata company’ should be always apply below the OpCos brand signatures and follow the endorsement guideline.

Social media icons should always be placed on the left above the website address.

Horizontal Communications With Endorsement White Strip

Using Dialog and XL Axiata as examples of the endorsement application on horizontal communications with endorsement white strip.

The white strip should be approximately 7% of the horizontal communication height. The Axiata endorsement on right and left is OpCos web address (URL).

The endorsement for ‘an axiata company’ should be approximately 50% of the white strip height.

Social media icons should always be placed on the left above the website address.

Horizontal Communications Full Bleed Option

Using Robi and XL Axiata as examples of the endorsement application on horizontal communications without endorsement white strip.

The endorsement for ‘an axiata company’ should always be placed below the OpCos brand signatures and in accordance with the endorsement guidelines.

Always place social media icons on the left hand side above the website address.

With endorsement white strip

Without endorsement white strip

Tall Vertical Communications

Using XL Axiata and Linknet as examples of the endorsement application on tall vertical communications.

Full bleed option
The endorsement for ‘an axiata company’ should always be placed below the OpCos brand signatures in accordance with the endorsement guidelines.

With endorsement strip
The white strip should be approximately 4.5% of the vertical communication height.

The endorsement for ‘an axiata company’ should be approximately 35% of the white strip height.

Social media icons should always be placed on the left above the website address.

With endorsement white strip

Without endorsement white strip

Wide Horizontal Communications

Using Linknet and XL Axiata as examples of the endorsement application on wide horizontal communications

Full bleed Option
The endorsement for ‘an axiata company’ should always be placed below the OpCos brand signatures and in accordance with the endorsement guidelines.

Please refer to the endorsement guidelines for more information.

With endorsement strip
The white strip should be approximately 10% of the horizontal communication height.

The endorsement for ‘an axiata company’ should be approximately 50% of the white strip height.

Social media icons should always be placed on the left above the website address.

Extreme Formats Do Not Require Endorsement Identity

In extreme cases such as lamp post flags or wide web banners the endorsement strip would become so small that it would be to the detriment of the communications to include it.

In these kind of examples it is better not to include the endorsement at all, rather than damage the visual integrity and reputation of the brand.

We have used Dialog and Linknet in these examples but the same logical rule applies to all OpCos.

Overview of Endorsement Identity

Guidance for the most widely used four formats of communications have been covered in this document. There will always be formats and irregular shapes that fall in between the examples shown, in which case, please use best judgement and the following rules of thumb.

Start by choosing full bleed or endorsement strip option.
For endorsement strip option, follow the format closest to the size required.
If the white strip is visually too thin:
- Try increasing the height by increments of 0.5% or 1%.
- If increasing the height interferes with the communication too much it may be better to remove it altogether.
If the white strip is visually too thick:
- Try decreasing the height by increments of 0.5% or 1%.
- If decreasing the height interferes with the communication too much it may be better to remove it all together.

If you are repeatedly struggling to find a balanced size of endorsement strip, consult the Axiata Group Strategic Communications and Marketing team.

Motion End-Frame Endorsement

The endorsement for motion should not use a white strip.

The OpCos brand signature appears on its own and then is followed by the endorsement below.

We have used Dialog in this example but the same logical rule applies to all OpCos.

OpCos Website Endorsement

The endorsement for an OpCos website should be placed at the bottom – a white strip is not required. It should be the OpCos with ‘an axiata company’ underneath.

We have used Dialog in this example but the same logical rule applies to all OpCos.

OpCos Brand Signatures on Corporate Communications

Arrangement of the OpCos logos must follow the arrangement indicated in the sample on the left.