WELCOME TO THE QUIPPO GROUP BRAND GUIDELINES

Essential guidelines to help you create communications in the QUIPPO style. Last Updated: 2nd June 2008

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Dear QUIPPO Colleague, We believe in Innovating ahead of Time… We believe that Innovation is an Opportunity, and not a Risk… We believe in Partnering in the Nation’s Progress. We are QUIPPO. This is the essence of today’s QUIPPO … our brand promise. QUIPPO name has been synonymous with Equipment Rental solutions that improve people’s lives. In these complicated times, more than ever before in our history, customers are turning to QUIPPO to help solve many of the most complex problems. The QUIPPO master brand and our other well-known business, product, and service brands are valuable company assets. Brands that are recognized and respected help QUIPPO attract new customers and keep the ones we already have. An important part of our Growth initiative has been building Sales and Marketing capabilities within each business to create stronger connections with customers and markets. Having a well-defined brand is essential to effective Sales and Marketing because it makes it easier for us to enter new markets, sell more products and services, and obtain premium prices. Our brand can also be a powerful tool to help us find and keep the best employees. One of the ways we can continue to build and protect our brands is by using the QUIPPO name, our logotype, and our other brand names and trademarks correctly and consistently. You will find useful tools and information within our visual identity system on the Brand Management Website at http://www.quippoworld.com/communication-policy-brand-guidelines.html. All QUIPPO employees, suppliers, and partners are responsible for complying with these identity standards. A brand is much more than logotypes, colors, trademarks, and business card formats. QUIPPO brand is really the product of many different factors that create an overall impression of our company in people’s minds. Our brand image is the way that people think, feel, and respond when they hear the word “Quippoworld.” The brand has to stand for something and we (including our products and services) have to act and perform consistent with that image. Every QIEL employee is a brand ambassador. With every customer contact and whenever we represent QUIPPO, we have the opportunity either to strengthen the QUIPPO brand or to cause it to lose some of its luster and prestige. I am counting on every QUIPPO employee to continue that legacy as we strive to keep our brand promise and build a better world.

Sincerely, Sunil Kanoria Vice Chairman and Managing Director June 2008

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Acknowledgments
While there is still much work to be done, the foundation has been set and we’ll be relying on the Brand Council and all QUIPPO employees to build upon these efforts. Thank you for your enthusiastic support of our renewed efforts to build the value, power and prestige of the QUIPPO brand. These guidelines and the QUIPPO Brand Management website represent the terrific work of the QUIPPO Brand Council, comprised of professionals from every QUIPPO Strategic Business Group, key functions and regional operations. We’d like to acknowledge and thank all the members working diligently for the cause to help redefine our brand, migrate old brands and unify our company. Ujval Aurora Head-Corporate Communications, QUIPPO Group June 2008

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QUIPPO’s powerful brand is one of the company’s most valuable assets. Building and protecting the brand by adhering to our standards is everyone’s job. Guidelines for Brand Communication 4 .

TABLE OF CONTENTS THE QUIPPO BRAND QUIPPO’S BRAND PROMISE OUR MASTER BRAND ARCHITECTURE BUILDING THE QUIPPO BRAND INITIATIVES & BEHAVIORS A FOUNDATION FOR OUR COMMUNICATIONS THE QUIPPO LOGO OUR TYPOGRAPHIC SYSTEM HOW WE USE TYPOGRAPHY OUR COLOR SYSTEM OUR STYLE OF PHOTOGRAPHY BRAND COMMUNICATIONS STRATEGY OUR TRADE ADVERTISING LITERATURE APPLICATIONS TRADE SHOW APPLICATION OUR STANDALONE BRANDS OUR ENDORSED BRANDS SUMMARY 5 .

commerce and culture have come together to create a new world of possibilities for QUIPPO and our employees. everywhere you look.THE QUIPPO BRAND This is QUIPPO’s moment. Our strategies and strengths align perfectly with some of the world’s most critical needs. The essence of the QUIPPO brand – our brand position – is captured in this idea: We believe in Innovating ahead of Time… We believe that Innovation is an Opportunity. QUIPPO is a global company with leading positions in many of the world’s most important and dynamic markets. The QUIPPO brand is shaped by the total experience people have when they interact with our company and see first-hand how our products and services perform. 6 . feel and respond on an emotional level when they hear our name. partners and suppliers. investors. there are core threads that tie all of QUIPPO together . product types and industries. This Brand Guide ensures that everyone in QUIPPO has the information and the tools they need to effectively and consistently communicate the QUIPPO brand. everyone in QUIPPO is united by a common set of Initiatives and Behaviors. and a proven formula for success that is elegant in its simplicity: Customers + Technology = Performance. scope. For example. But despite our size. and neighbors in the community. and not a Risk… We believe in Partnering in the Nation’s Progress. This brand position represents the ideal image that QUIPPO wants to create.across continents. QUIPPO technology makes people’s lives better in thousands of ways. It is also defined by the way that people think. to all our audiences. spirit of innovation and in-depth customer understanding combine to create breakthrough solutions. potential customers. Our brand embodies what QUIPPO is all about for the people who matter most to us – our employees. Our collective experience. and in all our locations. business units. customers. Like never before in our history. diversity and global reach. The world needs and wants all that QUIPPO has to offer. Our customers include the top companies across many major industries. The QUIPPO Brand also sets us apart from other companies. the forces of society. We are QUIPPO. communicate and reinforce through action. across all our businesses.

Quippo also has a JV with Larsen & Toubro and others for its operations in the southern states of India. the organised equipment rental business has played a substantive role in the growth of the construction industry. and not a Risk… We believe in Partnering in the Nation’s Progress. servicing the high growth verticals of Construction. It's Oil and Gas subsidiary is in the business of renting on-shore drilling rigs to oil majors and providing associated services. These gas-based generators offer a cleaner and cheaper option for a combined power and heating or chilling solution. We aren't bragging when we say that QUIPPO is building a better world. By expanding and strengthening its operations in the construction equipment rental business. every single day. Quippo will provide greater value addition to its customers. Quippo has been sponsored by SREI. We are QUIPPO. a company that provides plant and machinery valuation and conducts equipment auctions. Having identified India's infrastructure sector as its principal growth area. Quippo is the country's largest equipment rental company. our customers and the rest of the world in thousands of ways and with every single interaction. SREI has built a unique business model. In addition to having a state-of-the-art equipment/asset bank for construction and other capital-intensive sectors. is involved in the renting of towers to leading telecom operators of the country and has been a forerunner and driver of the shared infrastructure initiative in India. construction and mining equipment. and an energy rental business using small gas-based generators. It has a strategic tie up with a leading global service provider in the Oil and Gas business. one of the leading non-banking financial institutions in India. through its subsidiaries. Quippo has a large pool of fully trained operations and maintenance personnel spread across various sites in India. We prove it to ourselves. which revolves around the financing of infrastructure. Oil & Gas. Quippo. infrastructure project finance and renewable energy systems. Other emerging businesses of Quippo include a JV with Henry Butcher. Globally. 7 . Telecom and Energy and has a huge asset base.QUIPPO’S BRAND PROMISE We believe in Innovating ahead of Time… We believe that Innovation is an Opportunity.

Our overarching brand migration strategy is designed to transfer that existing value to the QUIPPO Master Brand whenever practical. internal communications and marketing communications elements. products and services are branded with the well-known QUIPPO Master Brand as their primary identifier. In all cases. use the smallest number of interim steps possible to make the transition. minimize cost and avoid confusion among customers.OUR MASTER BRAND ARCHITECTURE As part of an ongoing examination of QUIPPO’s brand architecture. Depending on the brand and market. QUIPPO can continue to capitalize on the brand equity that exists in the Endorsed Brand or Standalone Brand today. Endorsed Brand status is a step in the migration to the QUIPPO Master Brand. In many cases. These brands are supported and managed independently of the QUIPPO Brand Management System and the QUIPPO Visual Identity System. These brands have excellent recognition. QUIPPO also supports a number of QUIPPO Endorsed Brands and QUIPPO Standalone Brands. Within its master brand architecture. Most Standalone Brands will retain their current status. product brands and services brands that are well-known identifiers in their respective markets. QUIPPO supports a variety of sub-brands. At the same time. • Includes an appropriate external and internal brand communications plan to support the migration. 8 . many of the current Endorsed Brands will evolve into product or service brands under the QUIPPO Master Brand architecture. these brands are secondary to the QUIPPO Master Brand. to its new status as a branded product or service under the QUIPPO Master Brand architecture. • Considers the use of one or more interim steps to evolve the brand identity from its current Endorsed Brand state. Each interim step should build a progressively stronger link to the QUIPPO Master Brand. marketing channels and channel conflicts. Endorsed Brand and Standalone Brand status recognizes that each of these brands currently has value in its respective marketplace. this plan should include public relations. • When complete migration is the appropriate path. Business units responsible for the existing Endorsed Brands and Standalone Brands must develop a strategic brand plan that: • Takes into account such factors as customer relationships. but will be evaluated periodically for opportunities for closer alignment with the QUIPPO Master Brand. nearly all of the company’s businesses. employees and other key audiences. They have their own logos. Over a relatively short period of time (18-36 months). and transition costs. brand colors and identity standards. by retaining the current brand name as a product or service brand. Those few that do not migrate will maintain their current form. brand equity and value in their specific markets.

Brand migration should be considered by business units involved in merger and acquisition activities. 9 . as part of the due diligence and integration processes. Each brand-migration plan is unique and will include specific interim steps and timelines.OUR MASTER BRAND ARCHITECTURE Brand migration strategies will be developed in consultation with the business unit communications leader and the QUIPPO Brand Council. This migration philosophy and strategic process will also be followed for companies and brands acquired in the future.

our guidelines allow for great flexibility to meet specific market needs and promote creativity. Our communications programs are one critical element of creating a consistent – and consistently positive – QUIPPO brand experience. applying our technology and expertise to build a world that is safer and more secure. one step at time. These guidelines have been created to make sure that you have the information and tools you need to create communications that support and build the QUIPPO brand. everywhere..quippoworld. with every contact.html) are mandatory for all organizations that do business under the QUIPPO Master Brand..more comfortable and energy efficient.. etc. At the same time. company literature. Use of these Brand Guidelines and QUIPPO’s Visual Identity Standards (found at http://www.BUILDING THE QUIPPO BRAND Great brands are not born – they’re built. It should be obvious to everyone that we are one company. style and appearance. That’s why it’s important that we create a consistent experience for our customers and everyone else who interacts with QUIPPO.com/communication-policy-brandguidelines.more innovative and more productive. 10 .. We build our brand by keeping the promises made in our brand position – every time.) are consistent in theme. These guidelines have been developed to ensure that QUIPPO Communications media (such as advertising.

Effective team leaders not only meet the expectations of their role as leaders. is the first pillar of QUIPPO’s growth strategy. All the great ads and brochures we create can be undone by one employee who doesn’t keep our brand’s promise. Recognizes diversity as an important value and develops diverse teams. They aggressively pursue new opportunities through superior sales and marketing. Makes People Better encourages excellence in peers. each and every day. The best way for employees to help build the value of the QUIPPO brand is by understanding and supporting the QUIPPO Initiatives. Employees must remain aware of advances and current thinking in their fields and look for ways to apply the latest technologies to their work. Growth. Self-Aware/Learner individuals recognize their behaviors and how they affect those around them. Effective Communicator means providing timely and concise information to others. Intelligent Risk Taking recognizes that generating greater returns requires taking greater risks. Employees must accurately assess their own strengths and weaknesses and take action to improve. but is not always about being in agreement. Technical or Functional Excellence means being capable and effective in a particular area of expertise. subordinates and/or managers. 2) develop an action plan to address the issue and 3) execute the plan. Productivity & People Growth and Customer Focus recognizes that we need to think differently in order to grow. Be a positive influence in the development of others. but where potential rewards are great. and technology road maps. globalization. 11 . while using sound business judgment has the courage to take action where outcomes are uncertain.INITIATIVES & BEHAVIORS QUIPPO people breathe life into our brand. and living up to the ideals of the QUIPPO Behaviors. Leadership Impact means thinking like a leader regardless of your job. Each employee must be able to: 1) conceptualize an issue. Effective employees do a superb job for customers every day in quality. Fosters Teamwork and Diversity defines success in terms of the whole team. Doing a superb job for our customers. cultures and goals. Leaders and employees need to appreciate that effective communication is about listening and being listened to. backgrounds. delivering on commitments. but they also set and meet the expectations for team members. That philosophy also extends to other people and groups that are important to QUIPPO’s success. All leaders demonstrate passion for their work and care about the people in the organization. Our actions speak louder than our communications. delivery. and being a role model for others. negotiate and collaborate effectively. Global Mindset is viewing the business from all relevant perspectives and seeing the world in terms of integrated value chains. Employees must understand and capitalize on the fact that QUIPPO’s workforce is composed of individuals who represent a great diversity of values. and using clear and thoughtful oral and written communications to influence. opinions. value and technology. The customer is the cornerstone of our success.

12 .ESTABLISHING A DISTINCTIVE QUIPPO MASTER BRAND LOOK AND FEEL FOR ALL OUR COMMUNICATIONS.

A FOUNDATION FOR OUR COMMUNICATIONS These are the basic building blocks we use to create communications in the QUIPPO visual style. we will consistently capture our spirit and express our distinctive look in every communication we create. When we use them. THE QUIPPO LOGO THE QUIPPO TYPOGRAPHIC SYSTEM THE QUIPPO COLOR PALETTES THE QUIPPO IMAGERY SYSTEM 13 .

we use the freestanding logotype. also known as the control field. The QUIPPO logo should be reproduced in QUIPPO Red. The freestanding logotype: 14 . The width and height of the control field is determined by a measure equal to the height of the capital Q in any size of logotype used. logotype in bar and logotype with rule (see the QUIPPO ID Standards for more information on logo usage: http://www.THE QUIPPO LOGO The QUIPPO logotype is our company’s primary identifier. Regardless of where the logo is being used.html).com/communication-policy-brand-guidelines.quippoworld. White & Blue. A clear zone. The logo may be reproduced in black & white in one-color materials only. For our current advertising campaign and our marketing literature. No graphic elements of any kind should intrude into this field. always must surround the freestanding logotype. there are only three approved ways to use the QUIPPO logotype: Freestanding logotype.

The increase or decrease in the size of the logo has to be in uniformity with this ratio.The Quippo Logo .Dimensions The Dimensions of the Quippo Logo are in the ratio of 1 : 1. 15 .764 (Height : Width).

K:10% RGB code R: 196%. Y: 100%. its colour reference is CMYK code C: 0%. Colour code: Black & White code: 16 . G: 38%. M: 100%. B: 29% (An internationally recognized standard of matching colored inks used in the printing industry. or reversed out of Quippo Red. Known as Quippo Red. a Dark Red has been chosen as the Quippo organization’s primary colour.Primary Colour Palette The Quippo Logo is a single colour identity. ) Depending upon the background and usage it can also appear in black. No other exceptions in color usage are allowed.The Quippo Logo . In order to reflect the Quippo’s heritage whilst giving it a fresh new feel. black or white.

The Quippo logo – Use on coloured backgrounds 17 .

However in special cases like that of a Piling Rig or the Mast of Oil& Gas Rig. the same logo is to be used in the proportions as specified earlier.The Quippo logo – Use in Special Cases For all kind of equipment. Depending upon the quality of the medium used and the type of printing. The Quippo logo’s reference colour is Pantone Red 485 C (L-49. the Helvetica Black font will be used depending on the surface area. every effort should be made to obtain the result as close as possible to Pantone Red 485 C 18 . B-52). A-68.

it has to be made sure that the paint of the machine along with the printing of the Quippo Logo has to be done at the manufacturer’s end before the delivery of the machine. 19 .Construction Equipment Branding The colour of the equipment has to be Construction Rental Yellow and while stitching the purchase contract.

Energy Rental Container Branding 20 .

Telecom Tower Branding 21 .

Oil & Gas Rig branding -I 22 .

Oil & Gas Rig branding -II 23 .

The name of the company will be printed in corporate red and the address will be printed in Black. Also the address of the group website will be in corporate red. Registered Office Letterhead 24 . It should include the corporate logo printed in corporate Red. ranging in size from 8 pt. The font used is Helvetica. The Quippo logo should appear at the top centre of the page with the address printed centered at the bottom of the page. on the letterhead.The Quippo Letterhead The Quippo letterhead is printed on white A4 size paper. to 22 pt.

Regional Office / Circle office / Yard Location Letterhead 25 .

Example 26 .

The dimensions of the card are fixed and the template must not be changed.The Quippo Business Card Quippo business cards are printed on white card stock. Type .Head Office Type – Regional Office 27 .

A4 size Type – Head Office 28 . The dimensions of the Envelope are fixed and the template must not be changed.The Quippo Envelope Quippo envelopes are printed on white card stock.

A4 size Type – Regional Office 29 .

Small size – Red Type – Head Office 30 .

Small size – Red Type – Regional Office 31 .

A3 Size Type – Head Office 32 .

A3 Size Type – Regional Office 33 .

The Quippo I-Card Side A Side B Type – Head Office Type – Regional Office 34 .

copying.com Website: www. distribution or use of the contents of this information is prohibited. Southern Park. be aware that any disclosure.110 017.The Quippo Email Signature & Disclaimer Format Font – Helvetica Text Size . India Tel: +91-11-30615600. save environment. The information is intended to be for the use of the individual or entity named above. please notify the sender immediately by telephone or electronic mail. Please don't print this e-mail unless you really need to. Saket Place. Saket New Delhi . distribution or use of the contents of this information is prohibited. Save paper. The information is intended to be for the use of the individual or entity named above.9 Name of the Person – Black Colour Department – Black Colour Company Name – Black Colour Address 1 – Black Colour Address 2 – Black Colour Address 3 – Black Colour Telephone Number – Black Colour Mobile Number – Black Colour Facsimile Number – Black Colour Email id – Teal Colour (Bold & Underline) Website Address – Teal Colour (Bold & Underline) Disclaimer This electronic message transmission contains information that may be confidential or privileged. If you are not the intended recipient. Ekta Jain Corporate Communications Quippo Infrastructure Equipment Limited Regd. copying.com Disclaimer This electronic message transmission contains information that may be confidential or privileged. please notify the sender immediately by telephone or electronic mail. Save paper. Please don't print this e-mail unless you really need to.quippoworld.jain@quippoworld. +91-11-30615841 (D) Mob: 9313437750 Fax: +91-11-30615699 E-mail: ekta. 35 . Off: D-2. save environment. If you have received this electronic transmission in error. If you are not the intended recipient. Example Regards. be aware that any disclosure. If you have received this electronic transmission in error.

a single family of typefaces has been chosen for most applications –Helvetica.OUR TYPOGRAPHIC SYSTEM Type can be a powerful brand tool when used carefully and consistently. When greater emphasis is desired in body copy. Arial. all caps Bold is a good choice for subheads. this weight is perfect for captions and secondary heads. For internal word-processed communications and presentations. A bit heavier than Medium. such as PowerPoint. no matter how similar they appear. Medium All Caps is a good choice. Medium is a good choice. A bit heavier than Medium. this weight is perfect for both body copy and large ad headlines. we only use select weights of Helvetica. Font naming conventions may vary depending on the computer operating system (Macintosh or PC). When greater emphasis is desired in text and captions. No other typefaces. a system font may be substituted. 36 . To help us establish a consistent and credible brand style. upper & lower case Bold is ideally suited for headlines in our print collateral. It has been chosen because it is contemporary. simple and readable. Helvetica Light Helvetica Medium Helvetica Bold HELVETICA LIGHT HELVETICA MEDIUM HELVETICA BOLD Honest and easy to read. For simplicity and ease of use. Easy to read in small sizes. may be used.

For primary headlines. Helvetica Light. Medium and Bold Condensed may be substituted. we prefer open line spacing. we use Helvetica Bold. These typestyles were selected because they are contemporary classics and easy to read. It reinforces the strong horizontal flow of our communications. The reader should sense structure immediately. When formatting body copy. FIRST TO KNOW FIRST TO INNOVATE FIRST TO CREATE WE ARE SERIOUS BECAUSE WE HAVE A LOT AT STAKE 37 . Helvetica Light is the preferred typestyle for body copy and text. If space limitations pose a problem. take care to direct the reader’s attention to the most important information in the most logical order. PRIMARY MESSAGING – Style of headlines Quippo Equipment Rental Solutions Other emerging businesses We make it HAPPEN SECONDARY MESSAGING – Style of subheads & captions We are committed to creating products and services that improve safety. quality and comfort of human life. Three weights are permitted: Light. Effective communications make information more accessible. Medium and Bold.HOW WE USE TYPOGRAPHY We’ve developed typographic standards for how we use type to convey our messages. Space permitting.

The under mentioned guidelines here demonstrate some of the more common misunderstandings of using our typographic system.UNACCEPTABLE USE OF TYPOGRAPHY In order for us to project a confident. • Do not distort type • Do not use type on a curve • Do not use unauthorized typefaces • Do not use special effects with type • Do not put type in perspective 38 . we must maintain the typographic system we have established. our typographic standards will make an important contribution to our branding efforts. If used carefully and consistently. As part of this effort. we must adhere to our communications standards. There is plenty of flexibility in our guidelines for using typography. credible and consistent appearance to our audiences.

as Headings and Subhead. bullets and graphical elements. The Tertiary Palette consists of 4 colors. colors become associated with companies. graphs and bullets. Teal Green. The Secondary Palette is made of 3 colors consisting of Black. We also use it to identify high-level corporate communications. Turquoise & Sky Blue. Used consistently over time. Dark Gray and Light Gray. These colors are used as large solid areas and as information differentiation elements. as demonstrated in the examples on the following pages. Two other colors – Total Blue and Brilliant White – round out the Primary palette. Consistent use of color will help make our communications even more recognizable to our audiences. It is important to reproduce these colors accurately in our communications. Secondary. charts. PANTONE® and four color formulas have been provided here: 39 .OUR COLOR SYSTEM Building strong color equity for the QUIPPO brand is critical to strengthening brand awareness. For instance – blocks of color to differentiate content. and Tertiary. The QUIPPO color system is comprised of three palettes – Primary. QUIPPO Red is the color of our logo and our Primary Brand color. These colors have a wide range for usage. Overall they should be used as an accent color to enhance communication without diluting from our primary corporate palette. Black. UPS brown and Coca-Cola red are a couple of good examples.

it is important to select images that reflect our personality and set the right tone. as in a collage. Use images of people that are candid. compelling image. Examples of people and industry/technology images. multiple images. Whether commissioning new photography or using stock images. 40 . In our communications. but natural. When selecting a primary image for usage in collateral. literature and advertising our goal is to use a single.OUR STYLE OF PHOTOGRAPHY The images we use in our communications can make a powerful impression. we use photos of people and images that depict industry and technology and illustrate the connection between people and QUIPPO’s innovations in industrial and technological settings. This makes the connection between QUIPPO and the people who create the technology or benefit from it. If a single image is not available. The image should engage the viewer and tell a powerful story. Using the right images can enrich the messages we send and help to break up pages of dense text and charts. are considered acceptable.

41 . should convey our unique and consistent visual style and spirit.BRINGING IT ALL TOGETHER All of our communications. The examples that follow illustrate how you can bring all of our tools together to create communications that express our look in a style that is distinctly QUIPPO. from our advertising to our literature.

and not a Risk… We believe in Partnering in the Nation’s Progress. every communications vehicle we produce must support the company’s brand position. communications efforts and resources should be focused on materials that support our brand communications efforts. clear. messaging consistent with the positioning statement should be included in the themes. We do expect our Marketing Communicators copy to reflect the essence of our Brand Promise – a direct. QUIPPO does not currently have an advertising/marketing slogan or theme line. headlines and copy of all communications materials. We are QUIPPO. The essence of the QUIPPO brand is captured in this brand position: We believe in Innovating ahead of Time… We believe that Innovation is an Opportunity. product line and location has its own marketing and communications strategies and objectives. Subject matter for ads. benefits-orientated approach to presenting the value of what we do. literature and other communications should emphasize one or more of the ideas expressed in the positioning statements. 42 .BRAND COMMUNICATIONS STRATEGY While every QUIPPO business unit. Whenever possible. To the greatest extent possible. We do not require that specific “boilerplate” copy reinforcing the company brand position be inserted into every communications vehicle.

The advertising we produce must also be flexible enough to accommodate a wide array of content and creative intent across QUIPPO. All of these elements combine to create clear. the color of our logo. sophisticated and aesthetically dramatic. allowing for both the greatest amount of legibility and maximum impact for our logo. Our photography is bold. 3. Our proprietary graphic elements—the QUIPPO logo. Several key design elements make our advertising proprietary to us. Our name and our logo. 4. The clean white space is airy and bright. 1. Our use of typography and our color palette. Our photographic style. Simple. 5. it must be consistent in tone.These examples demonstrate how our advertising should look and feel. Our advertising is one of our most powerful and effective tools.OUR TRADE ADVERTISING Examples of our trade advertising. strategic communications across a broad range of themes and subjects helping us engage our audiences. bold headlines are honest and engaging. QUIPPO Red. Because it is one of the most visible communications that we produce. 43 . 2. theme and graphic style. brand-centric. differentiating us from our competitors and engaging our audience.

Its unique look helping to differentiate us from the competition. Whether an ad is a two-page spread. Rectangular in structure. we must communicate the QUIPPO brand consistently and effectively. It is rectangular in shape and usually features images of technology QUIPPO logo in QUIPPO Red aligned flush left with the copy and secondary image. smaller image to support the message in our ad. We use a secondary. 44 . A short headline in all lower case is preferred The proprietary cropping of the featured images in our communications creates the cornerstone of our new visual style. a single page or partial page.HOW WE CREATE TRADE ADVERTISING IN THE QUIPPO STYLE Primary headline set in Helvetica Light. both the left and right sides extend to the edge of the communication.

Advertising Typography Primary Headline 54 pt. Last line is the following copyright statement: © 20xx QUIPPO International Inc. Background color in Brilliant White from the QUIPPO primary color palette. Helvetica Medium Color: QUIPPO Red Body Copy 8.25/14 pt.HOW WE CREATE ADVERTISING IN THE QUIPPO STYLE Full Page Print Media Sample overall dimensions: 8”W x 10. Black. Allow one “H” height distance below text. smaller image to support the message in our ad It is rectangular in shape and usually features images of technology. Right justified 4. Helvetica Roman. Do not include personal contact information. such as web address and toll-free numbers. Helvetica Roman Color: PMS 431 Subhead 9/14 pt.75”L Primary headline set in Helvetica Roman A short headline in all lower case is preferred. Helvetica Roman Color: Total Black Call to Action Block Use as few words as possible to relay contact information. We use a secondary. QUIPPO logo in QUIPPO Red aligned flush left with the copy and secondary image above. 45 .1/6 pt.

Allow one “H” height distance below text Background color in Brilliant White from the QUIPPO primary color palette. Right justified 4. Do not include personal contact information. 46 . Call to Action Block Use as few words as possible to relay contact information. QUIPPO logo in QUIPPO Red aligned flush left with the copy and secondary image above.75”L Primary headline set in Helvetica Roman A short headline in all lower case is preferred. Helvetica Roman. smaller image to support the message in our ad. It is rectangular in shape and usually features images of technology.1/6 pt. We use a secondary. Black. Last line is the following copyright statement: © 20xx QUIPPO International Inc.HOW WE CREATE ADVERTISING IN THE QUIPPO STYLE Half Page Print Media Sample overall dimensions: 4”W x 10. such as web address and toll-free numbers.

Every brochure we produce must look and sound like us. Standard letter and A4 formats.quippoworld. consistent use and application of our graphic language will assist us in developing an inspiring literature style that will contribute to building a strong QUIPPO brand. The literature system we’ve created is designed to be easy to use.html 47 .com/communication-policy-brand-guidelines. we must promote the QUIPPO brand consistently – both internally and externally. Our cover messages are concise and easy to read. so it is important that their look and feel be distinctive and their messages credible.LITERATURE APPLICATIONS It is very important that our literature link to our trade advertising campaign. The grid we’ve employed will work in both U. The brochures we create must encourage our customers to select us over our competitors. They must be structured and simple. Detailed specifications for designing QUIPPO literature may be found on QUIPPO’s Brand Management website at http://www. The images we select align with our strategy.S. If we are to be successful. Overall.

Primary Headline 22/24 pt. Helvetica Bold. QUIPPO logo remains in bottom right position. limit copy length to one line. QUIPPO cover options: Two options are available for the band at the top of our literature. if placed on black background. Option One: Separate product name and QUIPPO logo appear in the upper band. Helvetica (all caps) Color: Brilliant White or Total Black depending on the color below Global Arc . Cover Typography Product or Service Name 20 pt.color must match that of the band at the top 48 . Helvetica Bold Color: Brilliant White or Total Black depending on Global Arc color Secondary Headline 12/14 pt.5" x 11" Do not place any copy in the image area of the brochure cover. Do not use the QUIPPO logo in the product name.HOW WE CREATE LITERATURE COVERS IN THE QUIPPO STYLE Overall cover dimensions: 8. Color: Total Black or Brilliant White. Option Two: QUIPPO name spelled out in conjunction with product name in the upper band.

HOW WE CREATE LITERATURE COVERS IN THE QUIPPO STYLE
Cover Color Options
As demonstrated in the following examples, there are 3 acceptable color options. White, Black and Light Gray. For all cover options the upper band must match the color of the lower panel. When determining which of the three colors to use, follow this basic, but subjective guide. Use a background color that emphasizes the primary image. For example a very light photo should be placed on a black background and conversely a very dark image should be placed on either a Light Gray or White background. If the image is of neutral value, then use a background color that most effectively compliments the image. If you are doing multiple brochures that revolve around the same product or service line, using the same background color for all helps them look more unified. This approach should be implemented whenever possible.

QUIPPO logotype
The logotype is always QUIPPO Red (Pantone 485C). Size of logotype is 1.5" in width.

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HOW WE CREATE LITERATURE SPREADS IN THE QUIPPO STYLE
Inside spread typography
Main Spread Headline 50 pt. Helvetica Medium, size may vary with length of copy (minimum of 30 pt.) Color: any primary, secondary or tertiary color Sub Headline 9.5/10.5 pt. Helvetica Bold Color: any primary, secondary or tertiary color Body Copy 9/14 pt. Helvetica Light or 10/15 pt. Helvetica Light, point size may vary with length of copy. Color: any primary, secondary or tertiary color Captions 8/9.5 pt. Helvetica Light Color: Total Black

Inside spreads give us many design elements to work with. All of these elements must work together to communicate our distinctive style. Structure your information so it flows. Maintain legibility. And remember to keep it simple. Never overload a page.

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HOW WE CREATE LITERATURE SPREADS IN THE QUIPPO STYLE
Alternate literature spreads
The QUIPPO style is flexible when it comes to inside spreads on literature that is four pages or more. All options call for 0.5" margin on the top, bottom, left, and right of the page. The dimensions shown are for a standard 8.5"x11" literature only. Refer to figures 1, 2, and 3 for grid column layouts.

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Strategic Business Entity (SBE) name.Mailing address. The 3-Column Design Grid must be followed on the back cover. Use main facility phone number or call center number. however.O. Total Black may be used if there is little copy. 9/14 pt. Helvetica Bold. Do not use personal contact numbers. Helvetica Light. we must communicate the QUIPPO brand consistently and effectively.5" x 11" Body copy should be used sparingly on the back cover. Last line . optional. QUIPPO logotype Address Block Line 1 .) QUIPPO or QUIPPO world.This line is optional. Line 3 .(Its position is second line if no SBE is used. E-mail addresses MAY NOT be included. and third line.e. Next line . Brilliant White is the preferred color for the back cover. 9/14 pt. Helvetica Light. 52 . 9/14 pt. Helvetica Light. 9/14 pt. Copyright Information. Keep address lines to a minimum (i.HOW WE CREATE LITERATURE BACK COVERS IN THE QUIPPO STYLE Overall back cover dimensions: 8. Beginning Line 4 . 9/14 pt. Line 2 .Strategic Business Group (SBG) name or Strategic Business Unit (SBU) name only.quippoworld. Helvetica Light.com 9/14 pt. a single page or partial page. Color: Total Black or Brilliant White Whether a brochure is a two-page spread. do not use both street and P. www. The address block is in a fixed position on the back cover.Phone numbers.Main QUIPPO URL. There are three required elements on the back cover: Address Block. Helvetica Light. Box). if one is used.

4 color process + PMS 485 + overall Aqueous over same Whether a brochure is a two-page spread. Line 3 .Copyright statement © 20XX QIEL.Month and year printed. See diagram for correct placement and size. 6/8 pt. 53 . The copyright information is in a fixed position on the back cover.An optional information area may be added above the Address Block. A suggested title is "Find out more".HOW WE CREATE LITERATURE BACK COVERS IN THE QUIPPO STYLE Copyright Information Line 1 . a single page or partial page. The logotype is in a fixed position on the back cover. Helvetica Light. Helvetica Light.Document number or part number. Do not include personal email addresses or other personal contact information. Font size: 9/14 Printing Literature The literature we create should encourage our customers to select us over our competitors. Optional Information Area . High quality printed pieces relay a sense of QUIPPO's strong commitment to quality. 6/8 pt. specific web addresses. such as product line names. Dull White Ink: 6/6 . we must communicate the QUIPPO brand consistently and effectively. This area may contain additional information. Helvetica Light. 6/8 pt. additional site addresses or facsimile numbers. Suggested (not required) offset printing specifications: Paper: 100# Opus Cover. Color: Total Black or Brilliant White QUIPPO Logotype QUIPPO logotype is always QUIPPO Red. Line 2 .

All of these elements must work together to communicate our distinctive style. secondary or tertiary color The address block and copyright information are in fixed positions for Data Sheet applications. Helvetica Light or 10/15 pt. QUIPPO Red should be printed as PMS 485 (CMYK equivalent may be used for digital printing only). secondary or tertiary color Body Copy 9/14 pt. 54 . And remember to keep it simple. Helvetica (all caps) Color: any primary. Helvetica Bold Color: any primary or secondary color Secondary Headline 12/14 pt. Dull White Data sheets give us a lot of information to work with.HOW WE CREATE DATA SHEET APPLICATIONS IN THE QUIPPO STYLE Overall cover dimensions: 8.5" x 11" Product Name (optional) 20/24 pt. Maintain legibility. Helvetica Light. point size may vary with length of copy. Paper should be 100# Opus Cover. Printing When printing any literature containing photography. Color: any primary. Structure your information so it flows. Back cover should be Brilliant White. Never overload a page.

Helvetica Bold. Helvetica Bold Color: Brilliant White or Total Black Secondary Headline 12/14 pt. Helvetica (all caps) Color: Brilliant White or Total Black 55 . if placed on black background. Primary Headline 22/24 pt.7cm Do not place any copy in the image area of the brochure cover. QUIPPO cover options: Please reference the “How We Create Literature in the QUIPPO Style” Cover Typography Product or Service Name 20 pt.HOW WE CREATE A4 LITERATURE IN THE QUIPPO STYLE Overall cover dimensions: 21cm x 29. limit copy length to one line. Color: Total Black or Brilliant White.

secondary or tertiary color Body Copy 9/14 pt.5 pt. And remember to keep it simple.5 pt. Helvetica Light. 56 . Helvetica Bold Color: any primary. Helvetica Light or 10/15 pt. point size may vary with length of copy. Maintain legibility. Structure your information so it flows.HOW WE CREATE A4 LITERATURE SPREADS IN THE QUIPPO STYLE Inside spread typography Main Spread Headline 50 pt. All of these elements must work together to communicate our distinctive style. Color: any primary. Helvetica Light Color: Total Black Inside spreads give us many design elements to work with.5/10. secondary or tertiary color Sub Headline 9. Never overload a page. secondary or tertiary color Captions 8/9. Helvetica Medium.) Color: any primary. size may vary with length of copy (minimum of 30 pt.

Option Two: QUIPPO name spelled out in conjunction with product name in the upper band. Helvetica Bold Color: Total Black or Brilliant White Secondary Headline 7/10 pt. QUIPPO cover options: Two options are available for the band at the top of our literature. QUIPPO logo in bottom right position. Do not use the QUIPPO logo in the product name. or Brilliant White if placed on black background Primary Headline 13/14 pt. Helvetica Bold Color: Total Black. Option One: Separate Product name and QUIPPO logo appear in the upper band.HOW WE CREATE #10 SINGLE-FOLD BROCHURE COVERS IN THE QUIPPO STYLE Overall cover dimensions: 4”W x 9”L Do not place any copy in the image area of the brochure cover. Cover Typography Product Name or Service 10 pt. Helvetica Roman Color: Total Black or Brilliant White 57 .

size may vary with length of copy Color: any primary.HOW WE CREATE #10 SINGLEFOLD BROCHURE SPREAD IN THE QUIPPO STYLE Overall dimensions: 8”W x 9”L Spread Typography Main Spread Headline 34/36 pt. Helvetica Light Color: Total Black 58 . secondary or tertiary color Sub Headline 9 pt. size may vary with length of copy Color: any primary. secondary or tertiary color Body Copy: 8/12 pt. secondary or tertiary color Captions 6/9 pt. Helvetica Light. Helvetica Roman. Helvetica Medium Color: any primary.

HOW WE CREATE #10 SINGLE-FOLD BROCHURE BACK COVERS IN THE QUIPPO STYLE Overall back cover dimensions: 4”W x 9”L Back Cover Typography 6/10 pt. Helvetica Light Color: Total Black or Brilliant White 59 .

placed at least 1/2 inch from left edge of page. Footer .far left side. Use only Helvetica fonts. Black Helvetica font. .HOW WE CREATE PRICE BOOKS AND CATALOGS IN THE QUIPPO STYLE Price Books and Catalogs Front and Back Cover .quippoworld.far right side. The web address www.html Right page . .com is required.Quippoworld.Every inside page carries a standard footer: Left page .Page number. black. Helvetica font. no closer than 1/2 inch.Web address. QUIPPO Red or black. placed at least 1/2 inch from the right edge of page. Interior Pages . if color printing is not required.to the right of page number.to the left of page number.com/quipo-telecom. Helvetica font. QUIPPO Red or black. no closer than 1/2 inch.Layout of interior pages is determined by the business. QUIPPO Red when printing in color.Page number.QUIPPO freestanding logo. Nothing else should appear in the footer section. 60 . Specific site may be added following main address page .Please follow the specifications listed under “How We Create Literature Covers in the QUIPPO Style” and “How We Create Literature Back Covers in the QUIPPO Style”.example www.

Specific site may be added following main address page . to the right of the page number is QUIPPO’s main web address in black (Helvetica). far left side. . Defense or government documents may require different phrasing.quippoworld.Please follow the literature back cover specifications located in the section titled “How We Create Literature Back Covers in the QUIPPO Style”. no closer than 1/2 inch to page number. The QUIPPO logo is to be 1.example www. case studies. and product information or application notes.5 inches from the top right edge. Footer . 61 . (Helvetica) at least 1/2 inch from left edge of page.HOW WE CREATE TECHNICAL/ INFORMATION DOCUMENTS IN THE QUIPPO STYLE Technical/Information Documents Technical/Information Document layouts should be used for highly technical literature. include the words “QUIPPO . Back cover . This format should not be used for general marketing collateral.CONFIDENTIAL” in all caps (Helvetica) on all pages 1/2 inch away from the center fold.5 inches in length and .A black or red freestanding QUIPPO logo is to appear on the front cover.Left page. white papers.com is required. Front cover . The web address www.com/quipo-telecom.Left page. the page number in red or black.Every inside page carries a standard footer: .Quippoworld.html * If any of the information within the document is confidential.

quippoworld. Velcro (hook) attached to the back of the panel. Illustration of a 30" x 40" trade show display panel Suggestions for Printing Trade Show Display Panels Flat surface — glossy Lambda print with a satin laminate. our goal is to use a single.TRADE SHOW DISPLAY PANEL It is crucial to maintain consistency and continuity across the various media channels if we are to build trust and credibility.html. While there are multiple formats and applications to consider. a multiple image or collage is considered acceptable. If a single image is not available. concise image. When selecting a primary image for usage. The image should address our primary communications goal. That is why our trade show communications maintain a visual link to the graphic style we have developed. lexan laminate on the front surface.com/communication-policy-brand-guidelines. Mount on 1/8" black sintra. Velcro (hook) attached to the back of the panel. as well as engage the viewer. The important thing to remember is that our trade show display panels and our external posters should be consistent as possible to other communications vehicles. All trade show panels will use black (c: 60 m: 30 y: 30 k: 100). Curved surface — duraflex print with 15 mil. this illustration simply demonstrates the application to a portrait format. Detailed specifications for designing QUIPPO trade show panels and plasma displays may be found on QUIPPO’s Brand Management website at http://www. 62 . Use this format for all external posters.

RGB color. Color: Brilliant White Inset Photo (Optional) Size: 6" x 6" Use white frame (4pt. 80/90 pt. 40/50 pt.HOW WE CREATE TRADE SHOW DISPLAY PANELS IN THE QUIPPO STYLE 30" x 40" Display Graphic Photoshop and Quark Xpress templates are available to use as a starting point to build your graphics.) to set off image from the background. final output at 150 dpi. Helvetica Bullets may be used in this area . Helvetica Bold (3 lines max) Color: Light Gray Panel content information Min. 63 . Copy should not go below the QUIPPO logotype baseline. These files are set up at 100%—30x40. This text box is in a fixed position on the horizontal and vertical axis. Primary Headline 100/110 pt.they must be round bullets in QUIPPO Red. — Max. Helvetica Bold Color: Light Gray Secondary Headline 40/50 pt.

All dimensions and point sizes reflect the document scaled to 50% of final output size. RGB color. These files are set up at 50%—30x20. — Max. 64 . Color: Brilliant White Inset Photo (Optional) Size: 3" x 3" Use white frame (2pt. 40/45 pt. Helvetica Bold Color: Light Gray Panel content information Min. Helvetica Bold Color: Light Gray Secondary Headline 20/25 pt. 20/25 pt. Primary Headline 50/55 pt.they must be round bullets in QUIPPO Red.) to set off image from the background. Copy should not go below the QUIPPO logotype baseline.HOW WE CREATE TRADE SHOW DISPLAY PANELS IN THE QUIPPO STYLE 60" x 40" Display Graphic Photoshop and Quark Xpress templates are available to use as a starting point to build your graphics. Helvetica Bullets may be used in this area . final output at 150 dpi. This text box is in a fixed position on the horizontal and vertical axis.

Avoid overused metaphors. stay consistent in style and tone. Use images of people that are candid. Avoid posed portraits.TRADE SHOW POWERPOINT PRESENTATIONS To create trade show slide graphics. Using the right images can enrich the messages we send and help to break up pages of dense text and charts. but natural. use the Adobe Photoshop template provided on the Brand Management website at http://www. 65 . If you are selecting a range of photos.com/communication-policy-brandguidelines.quippoworld.html Use images that are relevant to the needs of our customers.

Arial. Sub bullet copy is 12 pt. White. Slide transition “SPLIT VERTICAL OUT” FAST is recommended throughout the presentation. Arial Bold. with four lines of copy maximum. Arial with white dash Additional bullets can form a second column. Main bullet copy for content slides is 14 pt. Be sure copy size is consistent with both columns. 66 .HOW WE CREATE TRADE SHOW POWERPOINT PRESENTATIONS IN THE QUIPPO STYLE 10" x 7. Columns should not be moved/re-sized to accommodate copy .reduce pt.5" monitor presentation The TITLE copy in Microsoft PowerPoint is 24 pt. size if needed. Content slide may be used with optional inset photo. Use only red round bullets. Do not use copy below 10 pt. Timing for slide advancement is determined by content of each slide.

Timing for slide advancement is determined by content of each slide. with four lines of copy maximum. White. Main bullet copy for content slides is 18 pt.html as a starting point to build your presentations. Do not use copy below 12 pt. The TITLE copy in PowerPoint is 36 pt. Arial Bold.quippoworld. Arial. Content slide may be used with optional inset photo. Be sure copy size is consistent with both columns. Slide transition “SPLIT VERTICAL OUT” FAST is recommended throughout the presentation. 67 . Columns should not be moved/re-sized to accommodate copy .com/communication-policy-brand-guidelines. Sub bullet copy is 16 pt. Use the PowerPoint template available on the Brand Management website at http://www.reduce pt. size if needed.HOW WE CREATE TRADE SHOW POWERPOINT PRESENTATIONS IN THE QUIPPO STYLE 16" x 9" plasma presentation Save slide image from Photoshop as a JPEG file and then import into PowerPoint. Additional bullets can form a second column. Arial.

These brands are supported and managed independently of the QUIPPO Brand Management System and the QUIPPO Visual Identity System.OUR STANDALONE BRANDS QUIPPO supports sixteen QUIPPO Standalone Brands. brand equity and value in their specific markets. In some cases. which have excellent recognition. brand colors and identity standards. They have their own logos. 68 . products and service brands. they have their own architecture of sub brands.

and in some cases. Endorsed Brand status is a step in the migration to the QUIPPO Master Brand. Brand migration strategies will be developed in consultation with the business unit communications leader and the QUIPPO Brand Council. They have their own logos and brand colors. Our overarching brand migration strategy is designed to transfer that existing value to the QUIPPO Master Brand whenever practical. In many cases. 69 . many of the current Endorsed Brands will evolve into product or service brands under the QUIPPO Master Brand architecture. by retaining the current brand name as a product or service brand.OUR ENDORSED BRANDS QUIPPO maintains and supports a family of QUIPPO Endorsed Brands. Endorsed Brand status recognizes that each of these brands currently has value in its respective marketplace. At the same time. QUIPPO can continue to capitalize on the brand equity that exists in the Endorsed Brand today. Over a relatively short period of time (18-36 months). Those few that do not migrate will maintain their current form. have their own identity standards. These brands are cobranded with the QUIPPO name.

quippoworld. we will build a strong. distinctive and credible QUIPPO brand.com/communication-policy-brand-guidelines. Together.html 70 . make sure it looks and sounds like us. you should understand how to use the key design elements of our identity to create a QUIPPO look and feel. Step back and take a moment to check: Have you selected themes supporting our brand position? Have you correctly sized and placed the QUIPPO logo? Is our logo in the correct colors? Is it on the right color background? Do the photos you are using reflect our style and personality? Are your graphics aligned with the messages you are sending? Have you used the QUIPPO typefaces and no others? Are your headlines and copy sized and styled correctly? Have you stayed within our color palette? By following these guidelines. you ensure that QUIPPO’s identity is always consistently presented to the world. the look is unmistakably QUIPPO.SUMMARY By now. If you have any questions or need help. Whether you’re looking at our advertising or our literature. contact your local Communications representative or access the QUIPPO Brand Management website at http://www. The success of our business depends on how well we communicate. Before you send a communication out in the world.

quippoworld. New Delhi-110017. Southern Park. Website: www. Saket.com 71 .+91-11-30615600. Fax: +91-11-30615699. India Ph: . Saket Place.Quippo Infrastructure Equipment Limited Registered Office: D-2.

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