Brand guidelines - Sulekha

April 2012

Brand guidelines

Sulekha.com New Media Pvt. Ltd., No. 484 & 485, 4th Floor, Pantheon Plaza, Pantheon Road, Egmore, Chennai - 600 008.Phone: +91 - 44 - 3988 6655 | Fax: +91 - 44 - 42111956.

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OUR BRAND IDENTITY 03

BRAND ESSENCE XX

BRAND ARCHITECTURE XX

LOGO ELEMENTS XX

EXCLUSION ZONE XX

LOGO SIZES XX

GRAYSCALE LOGO XX

SINGLE COLOUR LOGO XX

LOGO IN COLOURED BACKGROUNDS XX

LOGO DO NOTS XX

LOGO COLOURS XX

TYPEFACE XX

OUR STATIONERY XX

Visiting card XX

Letter head XX

Envelope XX

Employee card XX

Folder XX

MERCHANDISE XX

T-Shirt XX

Mugs XX

Caps XX

Sulekha Brand Guidelines 0x

DIGITAL MEDIA XX

E - mail signature XX

E - mailers XX

Web banners XX

OUR SIGNAGES XX

ADVERTISING XX

LOGO USAGE - INTERNAL XX

LOGO USAGE - PARTNERSHIP COMMUNICATIONS XX

USAGE OF URLS XX

FAQ’S XX

Contents

Our brand identity platform is a succinct summary of who we are.

It acts as a lens or filter for creating and communicating who and

what Sulekha.com is in everything we do. The heart of the

platform is that the brand promise should come through to our

customers as a single, compelling and relevant idea. The platform

also tells us what high level benefits our brand delivers and what

personality traits best accompany everything we say and do. Used

consistently, they will lead to important realities in the

marketplace, strengthening dimensions of consideration,

preference and loyalty among users.

Sulekha Brand Guidelines xxSulekha Brand Guidelines xx

Our brand identity Brand essenceEnabling delightful discoveries

Competitive environment: Local search sites: Justdial.com, Asklaila,

Askme, etc. Property sites: India property, 99 Acres, Magic Bricks, etc.

E-commerce sites: Quikr, OLX, Indiamart, Carwale, Flipkart, etc.

Deals site: Snapdeal, Rediff Deals, Indiatimes Deals. Offline: Local print

media, exhibitions, trade fairs, mobile ads.

Target: Urban individuals, online savvy, users of social media. Looking

for organised information to make the right choice. Convenience of

instant gratification through smart search, reliable transactions and

satisfactory fulfillment.

Customer insight: “I don’t have the time or inclination to search and

wade through a maze of information. I want someone to guide me to

discover the right choice, right now.”

Benefits: The joy of discovering. Delight in fulfillment.

Values and personality: Young and energetic, transparent, innovative,

dependable, helpful and insightful guide.

Reason to believe: Track record of reliable performance, powerful

technology platform, verified merchants and offerings, transaction

guarantee, wide selection of best offers and offering, understanding

needs, making relevant recommendations, and a dynamic interface

that is intuitive, aesthetic and easy to use.

Discriminator: “I discover the best deals on Sulekha.com.”

Note: The logo unit should always be used from the master

vector artwork. The logo unit should never be recreated for

any reason.

The Sulekha logo has three elements: the Sulekha roundel,

logotype and the descriptor. The proportion of the logotype vs

the symbols can never be changed. The logotype can never be

used without the roundel. Similarly, the roundel can never

appear without the logotype (Except for internal communication

elements such as folders, T shirts, caps and coffee mugs).

SULEKHA ROUNDEL SULEKHA LOGOTYPE

DESCRIPTOR

Sulekha.com will adopt the branded house strategy for its

brand architecture. In this methodology, the company is the

brand. All products and services within that company will be

under the same brand. This will help internal and external

stakeholders to become champions of one brand, rather than

many. The branded house will also help focus and develop a

culture to support the brand strategy with an overarching

brand platform that connects the entire organisation.


Brand architecture Logo elements

H = The height of the Sulekha logotype

30 mm

H

H

H

H

H

Note: Re-sizing should be done only by applying proportionate

scaling on a vector artwork. On most softwares this will work by

keeping the Shift key pressed while scaling the logo up or down.

The Sulekha logo can be used in any desired size subject to a

minimum width of 30 mm. This is to ensure that the subtle details

of the logo are always reproduced clearly.

A minimum clear space helps to highlight the logo, giving it

greater prominence. A clearly defined exclusion zone should,

therefore, always be maintained around the logo. Ensure that it

is never compromised by any other graphic, text or imagery.

Calculate this exclusion zone by taking ‘H’ (the height of the

Sulekha logotype) and repeating it vertically and horizontally as

shown above.


Exclusion zone Logo sizes

Wherever possible, try to use the standard version of the logo.

However, we must take cognizance of the fact that our logo

must be applied across a very diverse set of interfaces. The

grayscale version has been provided for those instances where

the standard version cannot be reproduced. Use this grayscale

version on a white background, for the following:

- All black and white applications

- All grayscale applications like B&W magazines

Our logo will be applied across a very diverse set of interfaces.

The single colour version has been provided for those instances

where the standard version cannot be reproduced, especially

when the logo is applied on materials like glass, wood, metal,

etc. by processes like embossing or etching. In such cases, it will

take the colour of the material. Use these logos for cut colour or

in screen printing on merchandising meterials such as pens,

coffee mugs, etc.

Grayscale logo Single colour logo


Logo in colour backgrounds


On bright coloured backgrounds, always use the logotype and the descriptor in reverse. On light colour backgrounds (when the background colour percentages are less than 20 %) the colour logo can be used. Please do not change the colours of the Sulekha roundel. The Sulekha roundel is created in such a way that it can stand out against any background colour.

Do not use transparency or any effects

on the logo unit.

Do not alter the placement of any of

the logo elements.

Do not change the proportion between

the roundel and the logotype.

Do not change the colours of the logo.

Always use the logo artwork provided.

Do not change the logotype.

Always use the logo artwork provided.

Do not use the roundel in reverse on

any colour.

Do not change the colours of the roundel

in a colour background.

Do not change the colour of the logotype and

the descriptor.


the descriptor.

Do not change the colour of the descriptor.


the descriptor.

Do not change the orientation of

the logo.

Logo do nots

Sulekha.com


Logo colours

C - 0, M - 100, Y - 100, K - 20

C - 0, M - 0, Y - 0, K - 60

C - 0, M - 0, Y - 0, K - 85

C - 0, M - 0, Y - 0, K - 90

C - 0, M - 0, Y - 0, K - 60

C - 0, M - 0, Y - 0, K - 85

Pantone 1795 C

Pantone 877 C

Pantone Cool grey 11 C

Note: Please do not change any colour percentage of the roundel.

Always operate from the master vector artwork. Sulekha Brand Guidelines xxSulekha Brand Guidelines xx


Myriad RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Myriad BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Myriad ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Myriad Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Myriad Pro RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Myriad Pro BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!#&*()+%

Type face

Our primary typeface - Hand of SeanWe started to use this font to connect well with the younger generation.

It is elegant and classy and stylish. This font can add great feel and an

extra touch to design, whether it be web or graphic design. It is elegant and

refined with a hint of old style proportion and calligraphic detailing that

lends it warmth and energy. We use Hand of Sean for our headings

and for highlighting information on a page.

Elegant, classy and stylish.

Hand of Sean

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

0!#&*()+%?><@$()~

Type face

Our secondary typeface - Myriad

Myriad is a humanist sans-serif typeface. The typeface is best known for its usage by Apple Inc., replacing Apple Garamond as Apple's corporate font since 2002. Myriad is easily distinguished from other sans-serif fonts due to its special "y" descender (tail) and slanting "e" cut. Myriad is similar to Frutiger. We use Myraid for body copy and for other information on both print media and on electronic media such as e-mailers and web banners.

Easy to read and stylish.

The quality of the letterhead on which a letter is printed says as

much as its contents. Business cards with non-standardised

designs, communicate lack of integration in an organisation and

demonstrate low quality standards.

All Sulekha stationery must only be printed by using the digital

master artworks which have been provided. Under no

circumstances must any artwork ever be recreated at a

supplier’s site. Stationery must always be offset printed by a

good quality supplier.

All stationery must be printed using only the master artwork.

No changes must be made while printing.

• Adherence to the measurements shown and the fonts

used is mandatory.

• Ensure that the colours reproduced during printing match the

colours specified.

• Avoid using cards in any colour other than white.

• Avoid using recycled stock with pronounced grains / textures.

Our stationery


Business Card

Size54 mm x 90 mm

PrintingOffset printing

PaperLorem ipsum dolor sit amet 270 GSM

Satya PrabhakarCEO

+91 99400 [email protected]

Front

Back

• Name: The name is always in Sulekha red.• Designation: If you need to mention ‘department’ after - ‘designation’ then use an ‘em’ dash (–) for separation .• Contact Details: Line 1 and 2 contact number and e-mail id. • The back of card will have the tag line with the company name and full address.

Everything you need in your city.At your fingertips.

Ahmedabad | Bengaluru | Chennai | Coimbatore | Hyderabad | KolkataMumbai | Navi Mumbai | New Delhi | Noida | Pune

Austin | New York | Toronto

Sulekha.com New Media Pvt. Ltd., No. 484 & 485, 4th Floor, Pantheon Plaza,Pantheon Road, Egmore, Chennai - 600 008. Phone: +91 - 44 - 3988 6655

Envelope

Size54 mm x 90 mm



Size210 mm x 297 mm




Letterhead

The letterheads should not contain any personal details of the sender. The specimen letter shown below demonstrates an idea of how the letter is to be typed keeping in mind the margins, punching and folding marks.

Sulekha.com New Media Pvt. Ltd., No. 484 & 485, 4th Floor, Pantheon Plaza, Pantheon Road, Egmore, Chennai - 600 008. Ph.: +91 - 44 - 3988 6655 Fax: +91 - 44 - 4211 1956

Sulekha.com New Media Pvt. Ltd., No. 484 & 485, 4th Floor, Pantheon Plaza, Pantheon Road, Egmore, Chennai - 600 008. Ph.: +91 - 44 - 3988 6655 | Fax: +91 - 44 - 4211 1956

Ahmedabad | Bengaluru | Chennai | Coimbatore | Hyderabad | Kolkata | Mumbai | Navi Mumbai | New Delhi | Noida | Pune | Austin | New York | Toronto

Dear Sir,

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.




Yours truly,

Geetha Raj

Chennai6 - 07 - 12

Employee Card

Size54 mm x 90 mm


Size220 mm x 307 mm



Front

Inside

Front

Back

Folder


Satya PrabhakarEmployee ID

If found, please return to:Sulekha.com New Media Pvt. Ltd.,

No. 484 & 485, 4th Floor,Pantheon Plaza, Pantheon Road,

Egmore, Chennai - 600 008.Phone: +91 - 44 - 3988 6655

Date of birth: .........................................................Blood group: .........................................................Residential address: ................................................................................................................................................................................................................................................................................................................................................................................................Mobile: .....................................................................In case of emergency, contact: ............................................................................................................

Senior Manager - Human Resources

The Sulekha logo can be used on various merchandise as illustrated in the

following images. We recommend using white as the base colour for T-Shirts

and having the logo either printed or embroidered on it.

Merchandise


T - SHIRT: FRONT AND BACK

COFFEE MUG

CAP: FRONT AND BACK

It is important that all online and digital applications for Sulekha has a

consistent style which is in harmony with the brand as a whole.

Digital Media


E-mailers

These are some sample e - mailers.In all e-mailers the signature should be placedin the bottom area. The link should be provided using a hyperlink or a click button.

Since the messages are campaign or promo specific, please contact the marketing communications department for the artworks of the same.

E - mail signature

Please ask your IT professional to use these guidelines to create the e - mail signature


E-mailers for cross promotion branding

These are some sample e-mailers for cross promotion branding.

All social media icons should always follow the order shown in the template. The colours of the icons should not be changed.

Unsubscribe and SPAM buttons should be placed on the right top corner as indicated.

The logo unit should always be on the top left and have the roundel, Sulekha logotype and descriptor. Take care to adhere to the logo do’s and don’ts.

A common header should be used and the relevant category is to be highlighted as indicated.

The image has to be related to the highlighted vertical. The headline needs to be prominent and clearly communicate the category. The font to be used is Hand of Sean.

The font for all titles and descriptions in the body of the e-mailer should be Myriad Pro.

Each category should be arranged row-wise with all 3 indicated elements (image + header + 2-line description, action button). The number of categories shoudn’t exceed 10.

A disclaimer with a link to the privacy policy and contact address should be included.


E-mailers specific to verticals

These are some sample e-mailers for vertical specific branding.

All social media icons should always follow the order shown in the template. The colours of the icons should not be changed.

The logo unit should always be on the top left and have the roundel, Sulekha logotype and descriptor. Take care to adhere to the logo do’s and don’ts.

The image shown has to be related to the vertical.

The font for all titles and descriptions should be Myriad Pro.

A disclaimer with a link to the privacy policy and contact address should be included.

DisclaimerSulekha.com New Media Private Limited sent this e-mail to you because your Notification Preferences indicate that you want to receive information about Special Promotions, Offers and Events. We would like to hear from you. For any questions, suggestions or comments please contact us at: 6000 4050(Add your city STD code before dialing this number). Our office is located at Sulekha.com New Media Pvt. Ltd., 484 & 485, Pantheon Road, 4th & 5th Floor, Pantheon Plaza, Egmore,Chennai - 600 008. Visit our Privacy Policy if you have any questions.


The logo and contact number should always be placed prominently. Each banner should be hyperlinked to the respective page on Sulekha.

All web banners should have a black outline so thatit stands out and does’t get lost on the page.

Below are some sample web banners for reference.

All messages and images ( if any ) should be placed in the initial frames. Followed by Sulekha sign off, tag line and contact number. Logo should be minimum 160 pixels and maximum 200 pixels width .


All messages and images ( if any ) should be placed in the first half and should not disturb the logo. This should be followed by Sulekha sign off, tag line and contact number. Logo should be minimum 90 pixels and maximum 120 pixels width .


Web Banners

728x90 Animated banner

728x90 Static Banner




468x60 Animated Banner

Headline font to be used is Hand of Sean. Supporting line font to be used is Myriad.

Headline font to be used is Hand of Sean. Supporting line font to be used is Myriad.

Headline font to be used is Hand of Sean.

Supporting line font to be used is Myriad.

Everything you need in your city. At your fingertips.

Headline font to be used is Hand of Sean.











Everythingyou need

in your city.At your

fingertips.

Everything you needin your city.

At your fingertips.


Headline font to be used is

Hand of Sean.

Headlinefontto be

used isHand ofSean.

Headlinefont to be

used isHand ofSean.


Supporting line font to be used

is Myriad.

Supporting line font to be used

is Myriad.



Headline font to be usedis Hand of Sean.


LCF is designed to help users fill in their requirements

and get the right leads easily. The minimum size for LCF is

600 pixels x 300 pixels. This ensures there is enough space

for the form, fields, image, logo etc.

The fields that capture details are mandatory in all LCFs so

that the right leads can be provided. All LCFs should also

have the Sulekha logo. The proportion of images, headlines,

etc. should not change. Always operate from the master

artwork. Here are some sample LCFs.

Lead Capturing Forms (LCF) (pop up)


Fill this form and Packers and Movers will call you

instantly to help you shift.

Get your job done in 3 easy steps1 Tell us your need

2 Get responses from businesses 3 Choose the best quote

Name:

Mobile no.:

Email (optional)

Please enter the details of the goods to be moved (mandatory)

Select your need Select your city Select your zone

SUBMIT

Every month, over 5 lakh users�ll this form for their local needs.

Fill this form and our car experts will call you to help �nd your dream car.



Name:

Mobile no.:

Email (optional)

Please enter the details of your car (mandatory)

Select your make Select your model Select your city

SUBMIT


The headline should clearly convey what the

respective vertical is. It should be phrased in a

manner that makes the user feel Sulekha has simple

solutions for all his local needs.

Always use an image that relates to the vertical.

The background colour must be in harmony with

the main image.

The fields can vary based on the details

required to refine the search.

Headline: Myriad bold minimum 15 points

Body copy: Myriad normal minimum 9 points

Logo: Minimum 130 pixels width

LCF size: 600 x 300 pixels


Fill this form and our property experts will call you

to help �nd your dream home.



Name:

Mobile no.:

Email (optional)

Please enter the details of your requirement (mandatory)

Select type Select your city Select your area

SUBMIT


LCF (Landing page)


These LCF landing pages will appear on Sulekha when a user clicks on

a service of their choice from the respective vertical. Alternatively,

when a user searches for a service on Google and clicks on the link to

Sulekha, this landing page will appear. Following this, the user can fill

in the fields so details relevant to the search can be captured. Any of

these examples can be used as a reference for the LCF landing pages.

Format 1

Logo should always be placed at top centre of the page in this format

and never at the bottom or on sides. Please follow the logo guidelines

while placing the logo. The minimum size of the logo is 90 pixels

width and maximum is 120 pixels.

Headline should descirbe what the offering is and cannot be just the

product name. Always highlight the product or service in blue colour

( c -90, M -60, y -0, k -0 ) and keep the rest in black. Font to be used is

Hand of Sean. Body copy should explain the service or products in

each selection. The font to be used is Myraid Pro 10 points.

Colours used in the form should be from the same family as the

background colour. Avoid using different combinations for different

elements.


Format 2

Logo should always be placed on the left side against a white back-

ground and never at the top or bottom. Please follow the logo

guidelines while placing the logo. The minimum size of the logo is 90

pixels width and maximum is 120 pixels.

Headline should describe what the offering is about and cannot be

just the product name. Always highlight the product or service by

giving a colour that stands out against the background colour and

keep the rest in black. Font to be used is Hand of Sean. Body copy

should explain the service or products. The font to be used is Myraid

Pro 10 points. In this format the selections will be placed at the

bottom of the page after the form and submit button.

Colours used in the form should be from the same family as the

background colour. Avoid using different combinations for different

elements.

Fields should always be in white with black or dark grey letters.


Our signage is designed in such a way that it looks simple, clean and

gives maximum visibility. The Sulekha signage guidelines should be

strictly followed for consistent brand representation and recall.

All Sulekha signages have been designed for every kind of format from

1:4 to 1:15. Please ensure that you use the master artwork provided for

each of these ratios whenever you are printing any signage. If the size

you are designing for is slightly different from the ratios provided, take

the ratio closest to the size you are working on.

Our Signage

Signage in English

In states where English takes precedence over

regional languages, this template for signage should

be followed.

Where English is the main language

and the regional language is mandatory this template

should be followed.


Please contact the marketing communications department for all kinds

of advertising such as web banners, press ads, souvenir ads, hoardings,

banners, bus back panels etc...

Advertising campaigns can change depending on the market

conditions and requirements. Therefore, all kind of advertising activities

will be done through the marketing communications department. if you

have any specific requirement please feel free to write to Mr. Sowmith

Mukund ([email protected]).

Advertising


Always use Sulekha logo at the bottom for internal communication

such as e-mailers, certificates, standees etc. Please follow the exclusion

zone and logo do-nots while placing the logo.

Do not to mix any event logo with the Sulekha logo.

Always use the event logo, if any, in the top right corner.

Logo usage - internal


Always place the Sulekha logo in the right bottom corner for any

partnership communication. This is to ensure its maximum visibility.

The partners logo should be in the left bottom corner. Please note the

examples on the next page to get a better understanding.

Logo usage - partnership communications

Sulekha Brand Guidelines xx

Frequently Asked Questions

1. Since our local suppliers use Corel Draw, do we need the logo as a cdr file? We do not recommend using Corel Draw since it is often

inaccurate in colour management. The logo is not required in cdr format since Adobe Illustrator files are fully compatible with all other

vector softwares including Corel Draw.

2. Why do the colours of the logo appear different on our monitor? Variations in colour do occur from one monitor to another depending

on individual display settings.

3. Where should CMYK colours be used? CMYK is to be used for print applications where it is not possible to use Pantone colours. CMYK

stands for the 4 printing inks (C = Cyan, M= Magenta, Y = Yellow, K = Black). Offset printing uses one of the following processes: (a) CMYK,

where colours are created by using a combination of the 4 inks. (b) Special colour, where pre-mixed Pantone inks are used or printing.

4. What is the best way of specifying colours to printers? Pantone or CMYK? The Pantone Matching System is a universal standard for

matching colour. All good offset printing houses carry Pantone shade cards. It is the most accurate way to specify colour.

5. Why do you recommend CMYK colours for print advertising? Why can we not use Pantone values? Pantone colours cannot be used

for print advertising since all magazines are printed using the CMYK process. As opposed to this, a good commercial printing house can

print Pantone colours.

6. Where does one get the web colours from? All industry standard web and image editing software including Macromedia Dreamweaver,

Adobe GoLive, Photoshop and ImageReady use Hexadecimal values. You can specify these values to the agency that handles your website.

7. Since colours seem to vary from one material to another, should we have separate colour values for each substrates? Colours do

appear different from one substrate to another. Even within the same kind of paper, there are often variations in texture from one lot to the

next that alters the appearance of the colours printed on it. Likewise, the colours of the same object can appear different under different

sorts of ambient light. There are too many variables that determine colour, and we have to live with the fact that there will be small

variations. Since they do not significantly affect the brand identity, we do not require separate colour swatches.

8. How can we get the corporate font, Hand of Sean and Myriad on MS Word, Excel etc.? You have to first install the font from the

Sulekha Fonts CD using Adobe Type Manager for Windows PCs, and Font Book for Apple Macs.

9. Is Myriad the same font as the one that is available on Illustrator? Yes, Myriad is the font that comes bundled with Adobe fonts, and is

therefore available on most PCs that use Adobe softwares.

10. When should Myirad be used? Myraid is to be used predominantly for text on web/digital applications.


Usage of urls

Non-standardised urls, communicate lack of integration in an

organisation and demonstrate low quality standards.

At Sulekha we must follow consistency in url addresses.

Example:

rivr.sulekha.com

she.sulkeha.com

property.sulkeha.com

blogs.sulkeha.com

classifieds.sulekha.com

yellowpages.sulekha.com

b2b.sulekha.com

forums.sulekha.com

Documents

Brand guidelines - Sulekha