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BRAND GUIDELINES

Brand Overview

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To make our brand work harder for our business, we need the way we look to do things.
To build relationships, we need to be engaging. To express the many different kinds of value we help
create, we need to be flexible. And beyond that, we need to be distinctive, making us
instantly recognisable everywhere. These guidelines set out the elements of our visual identity,
and shows how to bring them together to be engaging, flexible and distinctive.
Our logo expresses who we are. It symbolises our a. The wordmark b. Our symbol signifies community and unity.
promise to build relationships and create value. It This describes who we are: This describes what we do:
helps us express verbal and visual content. Our brand is RKCO. These characters are A group of people from the top are people and they
It is made up of two elements. Our symbol set in a lower case with a hand made writing style. It are equal. What make them different are their talents,
and the wordmark. We never separate the expresses a more human, conversational character ideas and dreams. We are in RKCO put our attention
two elements. Never recreate or adapt the master which emphasises the idea of relationships. on leadership qualities, special talents and skills. The
artwork: The wordmark should never be recreated. symbol shows RKCO’ family where all are different
yet part of one large RKCO community.
Brand Overview

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Group brand values VALUES PERSONALITY


• Quality • Young & Forward
This value model provides the basis • Reliability, Looking
for the RKCO Group communication. pragmatism • Self-confident,
It is suitable for each area of business • Customer closeness competent
and can be translated into practical • Fairness, respect, • Experienced, reliable
communication projects. Use it as corporate feeling of a • Straightforward
valuable guide for concept, text, family business • Decisive
photography, and design.

RATIONAL BENEFITS EMOTIONAL BENEFITS


• Reliable project • Closeness and trust
management • Security and safety
• Local presence for during through any
services project
• Wide Reach
• Service across
categories

Customer Takeout: RKCO makes a difference


because of its employees who I can rely on.
IDENTITY
Corporate Symbol

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The symbol signifies community


and unity. If you see a group of
people from the top you will not
make big difference between them.
They are people and they are equal.
What make them different are
their talents, ideas and dreams. We
are in RKCO put our attention on
leadership qualities, special talents
and skills. The symbol shows our
RKCO’s family where all are so
different but yet part of one large
community.

The merging colours emphasise


dynamism and a growing company.

The overall shape shows the


network, our flexibility to adapt and a
progressive outlook.
RKCO - Symbol & Wordmark

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RKCO - Symbol & Wordmark The three different styles of the RKCO logo

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and its usage

One Logo. Three Different Styles.


There are three ways to represent the
RKCO Group Logo.

1. The main: RKCO Group on the


left and the symbol on the right.
2 3 In most cased we shall be using
this logo.

2. The second: The symbol


becomes large and the RKCO
Group is below the symbol. The
usage of the logo is described in
the following pages.

3. The third: The wordmark


becomes large and the the
symbol becomes small. This logo
is to be used only in sizes 20 mm
or smaller sizes.
Clearspace

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clearspace clearspace

clearspace

Make sure that the logo is always clearly visible and the wordmark
legible.

Clear space
For legibility and impact, avoid putting any text or graphics within
one ‘o’ distance on all sides. An exception to this is online where
our logo can be presented with less clear space. However, always
ensure it is legible.

Minimum size clearspace


The minimum size may vary depending on the process or materials
used. Please carry out reproduction testing where necessary to
establish the right size for your use.
Logo Options

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CMYK/RGB LIMITED COLOURS B/W


app print embroidery/screen printing newspaper/ fax

This logo is for general use and can be used i Files on CD:
Brand_identity/logo/
for any purpose. B/W option also can be used on
colourful backgrounds such as photos or illustrations
Logo Options

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CMYK/RGB LIMITED COLOURS B/W


app print embroidery/screen printing newspaper/ fax

This is small size logo for usage on small objects i Files on CD:
Brand_identity/logo/
such as pencils or pens and online publications
Logo Options This logo can be used for merchandising, and presentations. In any

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situation where we would like to attract attention to the symbol of
RKCO

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CMYK/RGB LIMITED COLOURS B/W


app print embroidery/screen printing newspaper/ fax

i Files on CD:
Brand_identity/logo/
Logo Don’ts

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To maintain a strong, cohesive and 1 6


distinctive brand it is important to use our
logo correctly.
Do not alter any logo fi le format from
those supplied.

Here are some examples of what you should not do.


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1. Don’t separate the symbol from the wordmark.

2. Don’t recreate the wordmark.

3. Don’t move or recreate the elements.

4. Don’t frame or box the logo. 3 8


5. Don’t make new logos. Only use the colours built into
the logo.

6. Do not add a drop shadow to the logo.

7. Don’t distort or stretch the logo or its individual 4 9


elements.

8. Don’t distort or stretch the logo or its individual


elements.

9. Don’t add boxes - with/without shadows behing the


logo.

10. Don’t use the colour logo on any background other


than white. (Near-white backgrounds, such as with
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cotton bags, are acceptable.)
The core of the design is our logo
with its concise wordmark and
brandmark. This shows the most important
design elements of the RKCO Corporate
Design.

In addition to the logo, there are three other


important design elements such as
typography, colours and graphic elements,
which create the whole visual identity of
RKCO.

The application of each element


must follow these guidelines.

BRAND COLOURS
Colours

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PANTONE: 299 C PANTONE: 213 C PANTONE: 165 C PANTONE: Cool Gray 11 C


CMYK: 85/20/0/0 CMYK: 0/95/25/0 CMYK: 0/60/95/0 CMYK: 0/0/0/70
RGB: 0/155/219 RGB: 238/43/118 RGB: 245/130/41 RGB: 109/110/118
HEX: #009bdb HEX: #ee2b76 HEX: #f58229 HEX: #6d6e71

ANGLE: 74
B: 100/0/0/0 | 00aeef | Location: 100
M: 0/100/0/0 | ec008c | Location: 45.45
O: 0/50/100/0 | f7941e | Location: 0
TYPOGRAPHY
Typography

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Typefaces for professional communication

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The Family Helvetica Neue.

The Helvetica typeface


Helvetica Neue LT Pro 45 Light

abcdefghijklmnopqrstuvwxyz
The RKCO typeface is the Helvetica (for professional usage in print applications). ABCDEFGHIJKLMNOPQRSTUVWXYZ
This typeface is easy to read and is available everywhere. All versions can be used Helvetica Neue LT Pro 55 Roman

as necessary and appropriate for the specific items being produced.


abcdefghijklmnopqrstuvwxyz
Using the Helvetica family ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue LT Pro 75 Bold

The freedom with which the Helvetica typeface can be used is virtually unlimited,
except that there are rules for letter spacing, line spacing, alignment and any other abcdefghijklmnopqrstuvwxyz
aspects relating to the use of the typeface on items like stationery and signage. ABCDEFGHIJKLMNOPQRSTUVWXYZ
These are specified in the section 3 of this Brand Book. Helvetica Neue LT Pro 46 Light Italic

Helvetica abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Helvetica family of typefaces presents an attractive, easy-to-read and Helvetica Neue LT Pro 56 Italic

consistent visual impression. The various members of the Helvetica family can
be used with unlimited design freedom to produce a wide range of specific abcdefghijklmnopqrstuvwxyz
materials. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue LT Pro 76 Bold Italic

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue LT Pro 47 Light Condensed

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typography

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Typefaces for office and web applications

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Arial typeface

The Arial typeface


Aria Italic

abcdefghijklmnopqrstuvwxyz
For standard office software/internet and printers the Arial typeface should be ABCDEFGHIJKLMNOPQRSTUVWXYZ
used. This is a standard system font and is available in all computers. Aria Italic

abcdefghijklmnopqrstuvwxyz
Using the Arial family
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The freedom with which the Arial typeface can be used is virtually unlimited, Arial Bold

except that there are rules for letter spacing, line spacing, alignment and any other abcdefghijklmnopqrstuvwxyz
aspects relating to the use of the typeface on items like stationery and signage.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Arial Bold Italic

abcdefghijklmnopqrstuvwxyz
The Arial family of typefaces presents an attractive, easy-to-read and consistent ABCDEFGHIJKLMNOPQRSTUVWXYZ
visual impression. The various members of the Arial family can be used with
unlimited design freedom to produce a wide range of specific materials.
Arial Black

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Narrow

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Arial Rounded MT Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
STATIONERY
Stationery

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V-Cards

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Name Name
position
m: +91 9212329109 Z-1 , New Palam Vihar Gurgaon
+91 9212329139 t: 0124- 6526659
f: 0124-2469613 w: www.rkcogroup.com
e: info@rkcogroup.com

Name Name
position
m: +91 9212329109 Z-1 , New Palam Vihar Gurgaon
+91 9212329139 t: 0124- 6526659
f: 0124-2469613 w: www.rkcogroup.com
e: info@rkcogroup.com

i Files on CD:
Brand_identity/stationery/business_card/v-card.
indd
Stationery

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Letterhead

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m: +91- 9212329109 , 9212329139 Z-1 , New Palam Vihar Gurgaon


f: 0124-2469613 t: 0124- 6526659
e: info@rkcogroup.com w: www.rkcogroup.com

i Files on CD:
Brand_identity/stationery/letterhead/letterhead-
rkco.indd
Stationery

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Envelope Small

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www.rkcogroup.com

RKCO
Z-1 , New Palam Vihar Gurgaon
e: info@rkcogroup.com
w: www.rkcogroup.com

i Files on CD:
Brand Identity/stationery/envelope_small/envelope_
small_rkco.indd
Stationery

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Envelope Large

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RKCO
Z-1 , New Palam Vihar Gurgaon
e: info@rkcogroup.com
w: www.rkcogroup.com

i Files on CD:
Brand Identity/stationery/envelope_big/envelope_
big_rkco.indd
Stationery

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E-Mail Signature

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i Files on CD:
Brand Identity/stationery/email_signature/e-mail
rkco.eml
Stationery

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Employee identification materials - badges

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Name
Family Name
position

Name Name
position Name
Family Name
position
Miscellaneous

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Merchandising

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Miscellaneous

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Merchandising

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Miscellaneous

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Merchandising

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Miscellaneous

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Merchandising

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Miscellaneous

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Merchandising

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Miscellaneous

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Uniform

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