OpCos

Brand Signatures

OpCos Brand Signatures

Each entity in the OpCos brand signature system comes with an Axiata endorsement.

To maintain consistency, each brand signature comes with a mandatory wordmark and brand Prism.

OpCos Brand Signatures on Coloured Backgrounds

All brand signatures are designed to function on their respective brand colours. However, the logos that are on red backgrounds require a thin outline for contrast and visibility.

The brand signatures for Celcom, Ncell, Smart, and XL Axiata do not require this outline.

Examples of Corporate Identity Variations

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

The full-coloured version must be used whenever possible in all communications. The single-coloured and monotone versions may be used in greyscale materials.

The colours and illustrations of the Prism for each variation is fixed and cannot be altered. Always use the approved artwork for application.

Full-coloured version with gradient brand Prism

Monotone version

Full-coloured version with solid colour brand Prism

Single-coloured version

Lock Ups for OpCos Brand Signatures & Products

Brand signatures and products can be locked up to the brand in two different ways: horizontal and stacked treatment. Determine which to use based upon the space you are designing within.

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

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

Application of the Axiata Endorsement for OpCos Brand Signatures

The Axiata endorsement is created to establish Axiata’s brand presence for all of its OpCos. The endorsement line ‘an axiata company’ must reflect the font colour of the respective OpCo brand and placed in either a white band or full-bleed application method.

Horizontal version

White band version

Stacked version

Full-bleed version

Minimum Space & Size for the Axiata Endorsement

Minimum Clear Space
Our brand signature deserves to stand out as an expression of our integrity and commitment.

For maximum impact and legibility, always maintain a substantial amount of 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.

Minimum clear space

Minimum size

Lock Ups for OpCos Brand Signatures with the Axiata Endorsement

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.

Lock up A
This applies for Celcom, Dialog, Smart, Robi, and Ncell.

Lock up B
This only applies for XL Axiata.

Lock Up A

Lock Up B

01 / 02 — OpCos

BRAND IDENTITY APPLICATIONS

Endorsement Utilising the White Band Version on Vertical Communications

When it comes to endorsing the Axiata brand with the white band version on vertical communication, always incorporate the Axiata endorsement tagline on the right and the respective OpCo web address on the left.

Please take note, the height of the white band must be 4.5% of the total height. However, the font size of the Axiata endorsement tagline must be no less than 50% of the white band height.

Social media icons must always be placed on the left side about the respective OpCo’s web address.

Endorsement Utilising the Full Bleed Version on Vertical Communications

Always incorporate the Axiata endorsement tagline on the right and the respective OpCo web address on the left when endorsing the Axiata brand with the full bleed version on vertical communication.

Please take note, the Axiata endorsement tagline should be on the right below the OpCos brand signatures.

Social media icons must always be placed on the left side about the respective OpCo’s web address.

Endorsement Utilising the White Band Version on Horizontal Communications

When it comes to endorsing the Axiata brand with the white band version on horizontal communication, always incorporate the Axiata endorsement tagline on the right and the respective OpCo web address on the left.

Please take note, the height of the white band must be 7% of the total height. However, the font size of the Axiata endorsement tagline must be no less than 50% of the white band height.

Social media icons must always be placed on the left side about the respective OpCo’s web address.

Endorsement Utilising the Full Bleed Version on Horizontal Communications

Always incorporate the Axiata endorsement tagline on the right and the respective OpCo web address on the left when endorsing the Axiata brand with the full bleed version on horizontal communication.

Please take note, the Axiata endorsement tagline should be on the right below the OpCos brand signatures.

Social media icons must always be placed on the left side about the respective OpCo’s web address.

The Axiata endorsement with the white band version.

The Axiata endorsement with the full-bleed version.

Communicating the Axiata Endorsement on Skyscraper Banners

Full bleed Version
Always incorporate the Axiata endorsement tagline on the right side of the banner placed below the respective OpCo’s brand signature.

Please refer to the endorsement guidelines for more information.

White Band Version
Please take note, the height of the white band must be 4.5% of the total height. However, the font size of the Axiata endorsement tagline must be no less than 35% of the white band height.

Social media icons must always be placed on the left side for both versions.

The Axiata endorsement with the white band version.

The Axiata endorsement with the full-bleed version.

Communicating the Axiata Endorsement on Skyscraper Banners

Communicating the Axiata Endorsement in Unique Formats

In unique cases such when producing collaterals for lamp post flags or wide web banners, it is advised to exclude any form of endorsements to keep the visual integrity and reputation of the brand.

Please take note as this rule applies to all OpCos.

Key Take-Outs: The Axiata Brand Endorsement

As a general rule of thumb, it is best to adhere to these key guidelines when communicating the Axiata brand endorsement:

Start by choosing the full bleed or white band version.
For the white band version, follow the format closest to the size required.
If the white band 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 band 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 the white band, consult the Axiata brand team.

Communicating the Axiata Endorsement in Motion Videos

It is essential to communicate the Axiata brand endorsement in all its communications including motion videos.

As a brand sign-off, please animate the respective OpCo brand signature followed by the Axiata brand endorsement placed right below it to end the frame. This applies to all OpCos under the Axiata brand.

Communicating the Axiata Endorsement on OpCos Websites

It is advised to incorporate the Axiata endorsement in the footer or at the bottom of the respective OpCo’s official website.

The Axiata endorsement tagline must be incorporated in all OpCos brand signatures. To establish brand presence, it should be placed below each OpCo brand signature.

OpCos Brand Signatures on Corporate Communications

Please utilise the OpCos brand signatures in greyscale version for all corporate communications.

02 / 02 — Applications