harjis-india-brand-guidelines

harjis-india-brand-guidelines

VERSION 1.1 JUNE 2019

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BRAND GUIDELINES

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

INTRODUCTION VALUE PROPOSITION

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VALUE PROPOSITION STATEMENT

Put simply, a value proposition is a promise of unique value to be delivered, and is designed to convey how the brand stands apart from the competition. It is the primary reason a prospect should bias in your favour and buy from you. As customers form a deeper understanding of your value proposition, it allows you to move the conversation away from price, retain their loyalty and benefit from their advocacy.

A value proposition should be a clear statement that fulfils the following functions:

Explains how our products / services solves customer problems or improves their circumstances – i.e. Relevancy. Delivers specific benefits – i.e. Definable values. Tells the ideal customer why they should buy from us and not the competition – i.e. Differentiation.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

INTRODUCTION OUR VALUE PROPOSITION

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OUR VALUE PROPOSITION STATEMENT

Perfected over the last 30 years, our team of travel experts use their unrivalled first-hand knowledge to create unforgettable bespoke journeys to the majestic Indian subcontinent. Our experienced UK team look to first understand what you want from your holiday, and then work with their in-location colleagues to create a truly authentic value-for-money experience that really is as individual as you are. From cultural enrichment and relaxation to exploration and the wonderful wildlife there really is no better way to experience the richness and diversity of this beautiful country, see India like never before, see Harji’s India.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

INTRODUCTION OUR VALUE PROPOSITION

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OUR VALUE PROPOSITION STATEMENT

Perfected over the last 30 years, our team of travel experts use their unrivalled first-hand knowledge to create unforgettable bespoke journeys to the majestic Indian subcontinent. Our experienced UK team look to first understand what you want from your holiday, and then work with their in-location colleagues to create a truly authentic value-for-money experience that really is as individual as you are. From cultural enrichment and relaxation to exploration and the wonderful wildlife there really is no better way to experience the richness and diversity of this beautiful country, see India like never before, see Harji’s India.

Relevance

Benefits

Differentiation

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

INTRODUCTION OUR BRAND VALUES

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We recognise our clients as individuals, and as such we strive to create holidays as individual as they are. Our journeys can be adapted to suit diverse tastes and budgets, from wildly adventurous to the indulgently luxurious. Whatever the requirements Harji’s India can provide it. Personal We enable our clients to see and feel the real richness and diversity of India, combining cultural enrichment with stimulating exploration. Our in-location guides ensure that our clients are left with a truly authentic representation of our beautiful country. Authentic

OUR BRAND VALUES

PERSONAL AUTHENTIC PASSION TRUST

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

INTRODUCTION OUR BRAND VALUES

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With 30 years of industry understanding we have built up an exceptional reputation. Our clients travel with us in total assurance that we will provide them with a safe, inspiring and unforgettable experience. Trust We live and breathe everything India. We are supported by experienced experts from around the field of travel, whose passion and knowledge for the country is at the heart of our operation. Passion

OUR BRAND VALUES

PERSONAL AUTHENTIC PASSION TRUST

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR TYPOGRAPHY PRIMARY TYPEFACE

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OUR TYPOGRAPHY PROXIMA NOVA

We use Proxima Nova as our primary typeface, it’s a web safe font designed to maintain the professionalism of all our communications. We use it for some headings where Braisetto is not applicable, and for body copy at all times.

Light - Regular - Semibold - Bold AaBbCcDdEeFfJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz 1234567890 IS OUR PRIMARY TYPEFACE

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR TYPOGRAPHY SECONDARY TYPEFACE

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Braisetto Regular is our secondary typeface, we use it for headlines.

OUR TYPOGRAPHY

We use the webfont Braisetto Regular as our secondary typeface. It is designed to echo the personalised, handcrafted nature of a trip with Harji’s India. We only use the typeface at large scale, mainly for headings. The typeface should never be used for body copy as it becomes illegible.

Braisetto Regular AaBb CcDdEe F f g G J jKkLlMmNnOoPpQqRr SsTtUuV vWwXxYyZz 1234567890

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR TYPOGRAPHY HOW WE USE TYPE

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HOW WE USE TYPE Headline Proxima Nova Light We tend to use Proxima Nova Light for subheadings and in capitals, it can also be used for body copy when legible. SUBHEADINGS

Braisetto Regular

Proxima Nova Light

Accum endis audigenis solum consenis nullani taeped et repeles rempor anda es nos consed quid que pre pel mod qui quas essi amus. Ebisto ipsandae eos experum ut voluptist, to que niamusae labor aut aceprae. Ut et aspediore, etusdament. Us omnis et adignit es aut quo officiam expliae ate ex expersp editiatur. Ipsaestiam, ut quis voluptae simolor atiorestrum fugit, vel ipid quuntincto blaut fuga. Omnimi, omnis audipsapidus rem dolorat ecaerem nis everspis inim arum renimus res diciene officideni ni officiis deliatiae aut ommolla ceptur. Accum endis audigenis solum consenis nullani taeped et repeles rempor anda es nos consed quid que pre pel mod qui quas essi amus.

Proxima Nova Regular

Proxima Nova Bold

Proxima Nova Regular is our primary choice for body copy to ensure legibility.

Proxima Nova Bold We use Proxima Nova Bold sparingly, it can be used for intro paragraphs and when highlighting information.

Proxima Nova Regular

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO PRIMARY LOGO

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OUR LOGO

This is our primary use logo. It is the first choice for most applications such as our website, stationery, signage and marketing collateral. Our bespoke wordmark is derived from the Proxima Nova typeface, it is designed to evoke professionalism and quality - offsetting the more organic, fluid nature of the logo mark. Wherever possible the word mark should appear in our Harji’s Indigo, whilst the logo mark should use our Harji’s Red.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO SECONDARY LOGO

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SECONDARY LOGO

This is our secondary logo, and incorporates our strapline - Truly tailormade. This is key to our brand personality and informs all of our outward communication. We use this as a secondary lock-up, it should be used sparingly, applied where appropriate across offline collateral and digital assets.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO OUR LOGO MARK

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OUR LOGO MARK

For our logo mark, we have created Harji’s bespoke mandala. A widely recognised symbol in buddhist and hindu cultures, the mandala signifies all aspects of life. Our mandala symbolizes the never ending experiences India has to offer. Its design is aimed to evoke the handcrafted, personal nature of a trip with Harji’s India.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO LOGO VARIATIONS

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LOGO VARIATIONS

Sometimes we can’t display our logo in all its colourful glory, in that instance we have monochrome versions of the logo. We use an 80% tint of black or a one-colour white.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO LOGO CLEAR SPACE

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LOGO CLEAR SPACE

Try to keep the area shown here, clear of other logotypes or brand elements. this is to ensure that nothing obstructs the logo in order for it to have impact. Simply use the round centre of the logo mark to indicate the safe area other elements should not cross. Use this clear space for all the logo lock-ups.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR LOGO CONSISTENCY

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CONSISTENCY

Don’ts

Don’t use the wrong colour combinations

Don’t recreate parts of the logo

Don’t rotate the logo

The best way to make our logo look good is by not messing with it. Whenever working with the logo be aware of keeping things consistent.

Don’t stretch the logo

Don’t use drop shadows

Don’t place on inappropriate colours

Dos

Do use original logo master files

Do keep the original proportions

Do adhere to the exclusion

Do use correct size

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR COLOURS

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OUR COLOURS

Our colour palette plays a vital role in our brand personality. The palette is designed to evoke the vibrancy of India, whilst giving the customer a feel for the authentic nature of a Harji’s India experience.

Harji’s Red

Harji’s Crream

Harji’s Indigo

Harji’s Lilac

RGB: 217 - 79 - 61 PANTONE: WARM RED C HEX: #D94F3D CMYK: 10 - 80 - 76 - 1

RGB: 237 - 171 - 20 PANTONE: 7569 C HEX: #EDAB14 CMYK: 6 - 36 - 94 - 0

RGB: 242 - 224 - 166 PANTONE: 7401 C HEX: #F2E0A6 CMYK: 7 - 10 - 43 - 0

RGB: 46 - 26 - 57 PANTONE: 2695 C HEX: #2E1A39 CMYK: 87 - 96 - 41 - 56

RGB: 178 - 125 - 181 PANTONE: 514 C HEX: #B27DB5 CMYK: 35 - 59 - 0 - 0

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR COLOURS COLOUR COMBINATIONS

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COLOUR COMBINATIONS

Our colour palette is vibrant and distinct, however there are some colour combinations which won’t work together. Use this colour matrix as a guide to which colours work best.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR PHOTOGRAPHY STYLE

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OUR PHOTOGRAPHY STYLE

How we use photography is hugely important in conveying the correct brand message to our customers. In the same essence as a Harji’s holiday our photography should always strive to depict the uncommon, the unusual and the unfamiliar - offering a unique perspective on India.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR PHOTOGRAPHY STYLE

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HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR ILLUSTRATIONS

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Dos

OUR ILLUSTRATIONS

Always overlap some of the elements

Do use different colour combinations

As part of our brand toolkit we have developed illustrated elements which give our brand real personality and distinction. The elements have been created by deconstructing our mandala logo mark. The design of these elements encourages fluidity and creativity in their use, they should feel organic and natural.

When rotating, always use incrementations of 45 °

Do scale elements to whatever size suits the media

Don’ts

Don’t use less than 3 elements at once

Don’t use drop shadows

Don’t use wrong colour combinations (see page 17)

Don’t recreate or add extra shapes

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

OUR ILLUSTRATIONS OUR PATTERN

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OUR PATTERN

We have a very distinct and ownable pattern to use as part of our brand toolkit. The pattern is made up from multiple versions of our logo mark. The pattern can be rotated, but only at 45 ° incrementations and can be scaled up or down to fit the desired media or format. It can be used across all marketing collateral and will contribute to all communications being immediately recognisable as Harji’s India.

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

COLLATERAL & APPLICATION BUSINESS CARDS / LETTERHEAD

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COLLATERAL & APPLICATION

Letterhead

Business cards

T: +44 20 7096 1211 E: [email protected] Harji’s India, 138, The Bramblings, Little Chalfont, Amersham HP6 6FP

www.harjisindia.com

T: +44 20 7096 1211 E: [email protected] FOUNDER Harji Singh

Truly tailormade

www.harjisindia.com

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

COLLATERAL & APPLICATION COMPLIMENT SLIP / ENVELOPE

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Compliment slip

Envelope

Harji’s India, 138, The Bramblings, Little Chalfont, Amersham HP6 6FP

T: +44 20 7096 1211 E: [email protected]

with compliments www.harjisindia.com

Truly tailormade

HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

COLLATERAL & APPLICATION BROCHURE

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Brochure

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A typical holiday with us

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T ruly tailormade

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Our speciality is to tailor the holiday to your needs, bearing in mind the practicalities of operating it, yet delivering on quality. Truly tailormade.

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HARJI’S INDIA BRAND GUIDELINES VERSION 1.1

CONTACT

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CONTACT

Harji’s India, 138, The Bramblings, Little Chalfont, Amersham HP6 6FP

T: +44 20 7096 1211 E: [email protected]

www.harjisindia.com