CONTENTS. Visual Identity 04. Key elements 13. Colour palette 14. Typeface 16. Use of graphic device 17. Use of photographs 18

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1 BRAND GUIDELINES

2 INTRODUCTION As a global brand it is imperative that we define and protect our brand identity to ensure that there is a singularity in the way our brand is viewed. This brand tool kit will help you in your efforts to maintain a consistency in the usage of the various brand elements of AGC. We encourage you to get in touch with the AGC brand team incase of any queries or suggestions that you may have for the brand guidelines.

3 CONTENTS Visual Identity 04 Key elements 13 Colour palette 14 Typeface 16 Use of graphic device 17 Use of photographs 18

4 OUR BRANDMARK 04

5 OUR BRAND EXPRESSION We see ourselves as experience specialists within the ICT domain, and use an end-to-end solutions suite, multiple alliance partners and a multi-geography presence to enable our clients business requirements. The expression 'Accelerating Business' captures this ethos for our brand. The brand expression is a communication asset and should not be used on any stationary unless there is a specific requirement for it and has been approved by the brand team. 05

6 SIGNIFICANCE OF ELEMENTS WITHIN THE LOGO The brand mark consists of two elements that should ideally not be split up, except in circumstances explained in these guidelines. The font is a bold and clear one, to reflect the brands inherent strength in its space. A white arrow is revealed in the negative space created by the cross to symbolise the company s forward thinking nature. The Plus Mark is a powerful symbol that is integrated into every Essar group company logo. It connotes the groups positioning Positive Action. COLOUR SIGNIFICANCE FONT SIGNIFICANCE SYMBOL SIGNIFICANCE Sophisticated Dominant Strong Dynamic Forward thinking nature Positive Action Formation of arrow in white space Passionate Ambitious Energetic Warmth 06

7 THE AGC LOGO The relationship between the AGC script and logotype should never be altered, nor should they appear independently of each other, except in circumstances outlined in these guidelines. PREFERRED USAGE Positive logo / white background The AGC logo for use on a white background. Consistency in usage will enable better brand impact. Positive logo / colour background The logo may need to be used against different colour backgrounds depending on the design requirements. It is recommended that the background colour you use is from the AGC support colour palette. Negative logo / black background The AGC logo for use on a black background. The Positive Action sign remains in red and orange. It is recommended that you use the negative logo only when it is impractical to use the positive logo for design or aesthetic related reasons. Negative logo The logo can also be used as a negative on red or black where Pantone Cool Grey 6 Positive Action sign is white and only in special circumstances for example, promotional banners. DO NOT use this logo on any literature or online communications without taking the brand team into confidence. Please contact the brand team for more clarification. Positive logo/white background Preferred logo Positive logo can be used on other background colours from the AGC support colour palette. Usage of the negative logo on these backgrounds is permissible, but the preference is for the positive logo. Negative logo/black background Negative logo/red Pantone 485 background. Use against red cannot be done without brand team approval. 07

8 POSITIVE LOGOS FOR PRINT Use the CMYK logo where the cost of using spot colours is prohibitive.the spot colour logo can be used for simpler projects such as stationary. Incase the print is restricted to one colour, the depicted one colour version may be used. These logos should never be used nor converted for on-screen applications. 4 Colour Spot Colour Greyscale One Colour Cyan Magenta Yellow Black Black Pantone 485 Pantone 166 Black Black 08

9 NEGATIVE LOGOS FOR PRINT Use the CMYK logo where the cost of using spot colours is prohibitive. Incase the print is restricted to one colour, the depicted one colour version may be used. These logos should never be used nor converted for on-screen applications. 4 Colour Spot Colour Greyscale One Colour Cyan Magenta Yellow Black Black Pantone 485 Pantone 166 Black Black 09

10 FOR ON-SCREEN USE The RGB logo is use for on-screen communications only. These logos should never be used nor converted for printed applications. White background Red Green Blue Black background Red Green Blue 10

11 CLEAR ZONES Various elements such as text, pictures and other graphic elements, tend to eat into the legibility of the logo. They make the area look busy and therefore take away focus from the logo. Clear zones are blank spaces that need to be provided around the logo to avoid the above problem. They are critical in maintaining legibility of the logo. The measurement X is based on the cap height of the AGC logotype. X X X X X MINIMUM SIZES The AGC logo should never be reproduced smaller than the measurement indicated. An Essar Enterprise endorsement should never be smaller than 1/4th the cap height of the AGC logotype as illustrated below. X 14mm Minimum size 11

12 DO s AND DONT s Please follow the rules that have been set out in the guidelines, however there is scope for you to use your judgement and apply your knowledge for the betterment of the communication. If at any time you need guidance or advice contact the brand team. All work that is created for AGC should be signed off by the brand team in advance of implementation. Use these guidelines as a tool to gain the knowledge and skills you need to get those details right, and achieve excellence with our brand. DO Follow the guidelines Feel free to express yourself Check the details Have fun! DON T Change the logo colour Change the logo typeface Change the logo setup Change the logo relationship Place the logo, on a busy background Distort the logo Use a non AGC font 12

13 KEY ELEMENTS In this section we will focus on: Colour Typeface Graphic device Photography These elements will allow you to project the AGC identity in the correct way by creating communication that will meet the requirements of specific marketing briefs. 13

14 AGC IDENTITY COLOUR PALETTE A key element of the AGC identity is our corporate colour palette. The colours have been selected to reflect the values of our brand and to complement the logo. Please follow the specifications given here for both print and on-screen applications. Illustrated are the CMYK, Spot, RGB and Hex references for the principal colours used in our identity. Please note that Pantone update some of their CMYK breakdowns over time, however the CMYK breakdowns shown should be used in all instances. Pantone black 4 Colour Process: 0% Cyan, 0% Magenta, 0% Yellow, 100% Black Spot Colour: Pantone Black RGB: 31 Red, 26 Green, 23 Blue Hex: # Pantone Colour Process: 0% Cyan, 95% Magenta, 100% Yellow, 0% Black Spot Colour: Pantone 485 RGB: 204 Red, 0 Green, 0 Blue Hex: #Cc0000 Pantone Colour Process: 0% Cyan, 64% Magenta, 100% Yellow, 0% Black Spot Colour: Pantone 166 RGB: 255 Red, 102 Green, 0 Blue Hex: #Ff

15 AGC LOGO COLOUR PALETTE Primary colors Illustrated are the CMYK, Spot, RGB and Hex references for the principal colours used in our identity. Please note that Pantone update some of their CMYK breakdowns over time, however the CMYK breakdowns shown should be used in all instances. The RGB breakdown for Pantone 485 has been chosen for it s on screen representation. Please ensure these values are used and not a direct RGB breakdown of Pantone 485. Red Pantone 485 C: 0% M: 95% Y: 100% K: 0% R: 204 G: 0 B: 0 Hex: #Cc0000 Orange Pantone 166 C: 0% M: 64% Y: 100% K: 0% R: 255 G: 102 B: 0% Hex: #Ff6600 Black Pantone Black C: 0% M: 0% Y: 0% K: 100% R: 31 G: 26 B: 23 Hex: #

16 TYPEFACE The AGC typeface is Helvetica Neue. It should be used for all communications and is available in postscript and true type formats from most type suppliers. For any corporate communication you can use four weights - 45 Light, 55 Roman, 65 Medium and 95 Black. Internal communications uses 45 Light, 55 Roman, 65 Medium and Arial Regular / Bold. For web applications you may use Arial Regular and Bold. Corporate Internal communications On-line applications Helvetica Neue 45 Light Helvetica Neue 45 Light Arial Regular Helvetica Neue 55 Roman Helvetica Neue 55 Roman Arial Bold Helvetica Neue 65 Medium Helvetica Neue 65 Medium Helvetica Neue 95 Black Arial Regular Arial Bold 16

17 GRAPHIC DEVICE THE AGC POSITIVE ACTION MARK A distinctive and important part of the AGC identity is the AGC Positive Action Mark. This can be applied where appropriate over imagery on corporate literature or as a graphic where imagery is either unavailable or not required. A POSITIVE EXPERIENCE... is when the store assistant not only locates your favorite supplies but also finds you the best deals. Tints For use as a graphic. Can be used on white, orange or red backgrounds Tints For use on page layouts 17

18 USE OF PHOTOGRAPHS When shooting it is important to give a feeling of space and openness. Effort should be to add drama with unusual angles and tight crops. Ideally the shot shouldn t look staged and static. Always capture office life in action, there could be a conversation happening, a shared joke or an important meeting. Please use this list as reference for constancy in art direction. Interesting crops and angles Honest Confident Efficient Engaged At ease Expressions Smart Professional Capture moments Cover all verticals 18

19 An Essar Enterprise. Copyright 2012, AGC Networks Limited. All rights reserved. If you have any questions about the brand guidelines, or simply wish to reach out to us for any other information, you may do so by mailing us at 19