BRAND IDENTITYMANUAL

Welcome to our Identity Manual

BRAC Bank Brand Guidelines 01

The aim of our brand identity is to define a more powerful, compelling and distinguished way of talking about BRAC BANK. To focus on what the brand stands for and communicate what we do and say to our target audiences in a way that user of the guide, the benefi-ciary and exposed to the brand will understand the purpose of brand’s existence with consistent image.

BRAC BANK: The Corporate Identity

BRAC Bank Brand Guidelines 02

A compelling corporate identity that expresses our personality and philosophy is important to BRAC BANK. As the Banking industry becomes even more competitive, the need to establish a sustainable, strong, acceptable brand is increasingly apparent.

Our corporate identity is the face and personality we present to the community at large. It’s as important as the products and services we provide. Our identity is the total effect of our logos, products, brand names, trademarks, advertising, brochures, and presentations everything that represents us.

Because the BRAC BANK brand cannot be compromised, we have created this guide to provide all the pertinent specifications you need to maintain its integrity.

The guidelines in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent BRAC BANK cohesively to the world at large.

Our Vision

BRAC Bank Brand Guidelines 03

Building a profitable and socially responsible financial institution focused on Market and Business with Growth potential, thereby assisting BRAC BANK and stake-holders to build a just, enlightened, healthy, democratic and poverty free Bangladesh

Our Values

BRAC Bank Brand Guidelines 04

The behaviors and decision making factors that make BRAC BANK different and special. Our Values are:

Creative Reliable Youthful Strong Transparent Accountable Loyal

Essence

BRAC Bank Brand Guidelines 05

Trusted Friend

Tone of Voice and Personality

BRAC Bank Brand Guidelines 06

This is in line with the values, vision, mission and personality of BRAC BANK and the BRAC BANK brand identity. This also ensures consistency in style and language for all communications. Brand consistency includes language and how we say things as well as the look and feel. This consistency reassures and sends a message of integrity and commitment as an organization, whilst consolidating BRAC BANK’s brand identity to the world.

Confident To reflect our personality and the BRAC BANK brand. Our ‘voice’ should be confident when telling stories or providing descriptions. We want the world to realize the impact and effectiveness of our work and strength of our commitment.

InspiringWe want our story, the story of BRAC BANK, and most of all the stories of our program members, to captivate people. The essence of our brand is about trusted allay who helps in realizing potential and our communications should similarly motivate and inspire readers.

EngagingThis is a part of the BRAC BANK personality and whilst our brand may speak for itself we want the world to truly understand the nature of our work. We should be clear and avoid using corporate’ language or complicated descriptions so that general people of our country understand what we mean.

Down to earth Inclusiveness is at the heart of BRAC BANK’s values, not only in how we reach our program members and our work, but in how we communicate and reach our audience. We should be conscious of upholding the integrity of BRAC BANK that it is a Bangladeshi bank, the work we do and the changes we are striving for. We will ensure our communication is honest and accessible to all.

THE BRAC BANKBRAND

Logo Architecture and Elements

The BRAC BANK typo is very easily readable. It stands out bold and loud.

The logo is combined in a way that it falls under 10:1 ratio. Here X is an imaginary measurement. If X falls in 3.5mm the length becomes 35mm of the entire logo.

eª¨vK e¨vs‡Ki nid¸‡jv Ggbfv‡e wbe©vPb Kiv n‡q‡Q hv‡Z Lye mn‡RB cov hvq| GwU ¯^Zš¿ Ges kw³kvjx|

eª¨vK e¨vsK †jv‡MvwU Ggb fv‡e mvRv‡bv n‡q‡Q hv 10:1 AvbycvwZK nv‡i web¨¯Í n‡e| GLv‡b X GKwU KvíwbK msL¨v hvi cwigvY 3.5 wgwg n‡j m¤ú~Y© †jv‡Mvi ‰`N©¨ 35wgwg n‡e hv AvbycvwZK nv‡i †QvU wKsev eo n‡e|

The golden color in the lower portion of the monogram means the fertile land of Bangladesh and the blue in the upper portion symbolizes the sky with enormous and unlimited opportunities, unreachable yet aspired to. The white colored curve dividing the blue and the gold represents growth and progress.

The white concentric circles in blue stand for the rising sun that lightsup everything around it.

gbMÖvg-Gi wb‡Pi As‡ki †mvbvjx is Avgv‡`i †`‡ki De©i gvwUi cÖZxK; Avi Ic‡ii bxj cÖKvk K‡i AvKv‡ki g‡Zv Aaiv I Amxg m¤¢vebvi cÖwZ ¯ú„nv| †mvbvjx I bxj-Gi gv‡S mv`v is cÖKvk K‡i µge„w× I DbœwZ|

†K›`ªgyLx mv`v I bxj e„˸‡jvi gva¨‡g cÖKvk Kiv n‡q‡Q D`xqgvb m~h©; hv cy‡iv RMr Av‡jvwKZ K‡i|

The monogram or any part of it can not be used separately. we shall only use the full logo.

gbMÖvg ev Gi Ask we‡kl Avjv`vfv‡e e¨envi Kiv hv‡e bv ïaygvÎ m¤ú~Y© †jv‡MvwUB e¨envi Ki‡Z n‡e|

BRAC Bank Logo

20X

2X

It is done in 10:1 ratios

The letters The monogram elements

.5X .5X

A.

A. B. C.

B.

C.

BRAC Bank Brand Guidelines 01

Logo Architecture and Elements

BRAC Bank Bangla Logo

Bangla logo of BRAC Bank is not used usually. It is used only if required by regulatory or cultural purpose. Usage of Bangla logo needs approval of Head of Communication.

mvaviYZ eª¨vK e¨vsK-Gi evsjv †jv‡Mv e¨envi nqbv hw`bv mvs¯‹…wZK A_ev AvBbMZ cÖ‡qvRbxqZv _v‡K| we‡kl cÖ‡qvR‡b e¨env‡ii Rb¨ †nW Ad KwgDwb‡Kkb Gi AbygwZ AZ¨vek¨K|

BRAC Bank Brand Guidelines 02

Tagline

†jv‡Mv Lye †QvU nIqvq U¨vMjvBb cvV‡hvM¨ bv n‡j U¨vMjvBb e¨envi †_‡K weiZ _vKv †kªq| ¯úÝi-Gi †ÿ‡ÎI U¨vMjvBb e¨envi n‡e bv|

hw`I mvavib †jv‡Mv e¨enviB †kªq ZeyI

wifvm© †jv‡Mv (eøy e¨vÛ) e¨envi Kiv hv‡e| U¨vMjvBb mn ev Qvov| U¨vMjvBb e¨env‡ii mgq ‘X’ cwigvY †Q‡o †jv‡Mv Aew¯’Z n‡e| GKB fv‡e U¨vMjvBb ‘X’ cwigvY †Q‡o wb‡P Aew¯’Z n‡e| U¨vMjvB‡bi wbgœvsk wbP †_‡K ‘X’ cwigvY RvqMv †Q‡o Ae¯’vb Ki‡e|

Dci³ m~Î evsjv I Bs‡iwR †jv‡Mvi Rb¨ cÖ‡hvR¨ n‡e| U¨vMjvBb ïay gvÎ evsjvq n‡e|

Bs‡iRx‡Z ‘Unshakable Trust ’ ïay gvÎ †U·U-G e¨env‡ii Rb¨ cÖ‡hvR¨ n‡e|

The above rules apply to bengali and English options as well.

The tagline will only be in Bengali. Unshakable Trust would only be used in text.

The demo of logo along with tagline is shown above.

Permission from Head of

Communication should be taken in special case.

wek¦vm‡hvM¨ fv‡e Dc¯’vcb Gi j‡ÿ¨

eY©¸wj‡K nv‡Z †jLv n‡q‡Q †hb wbR¯^Zv eRvq _v‡K| hv eª¨vÛ G‡mÝ ÒUªv‡÷W †d«ÛÓ †KD cÖKvk K‡i|

U¨vMjvBb e¨vsK kãwU eivei hv ‘X’

cwigvY RvqMv †Q‡o wb‡P Aew¯’Z n‡e| †c-AdjvBbwUi Dcwiw¯’Z gvwR©b ‘X’

cwigvY e¨eav‡b Ges wbgœ jvBbwU †jv‡MvMÖvg-Gi wbP †_‡K ‘2X’ e¨eav‡b n‡e|

U¨vMjvBb †Kvb fv‡eB weK…Z Kiv hv‡e bv Z‡e †jv‡Mv U¨vMjvBb Qvov e¨envi Kiv hv‡e|

†jv‡Mv Ges U¨vMjvBb Dc‡i D×…Z nj| we‡kl e¨env‡i †nW Ad

KwgDwb‡Kkb-Gi AbygwZ cÖ‡qvRb|

The tagline is a hand script font to give it a personal flavor as the brand fosters a trustworthy quality. It also captures the Brand Essence of “Trusted Friend”.

The tagline will be aligned with

the word BANK of the logogram and must fall into place after a space of 'x' from the logo and 'x' after the logo - i.e. 2 'x' in total.

The payoff's top margin must

meet the line after 1 'x' from the bottom of the logo and the payoff's baseline must fall in after 2 'x' s.

The tagline cannot be distorted in

anyway whatsoever. The logo can, however, be used without the tagline.

In case, the size of the LOGO is so

small that the tagline is unreadable, we prefer not to use the tagline at all. In cases of co-sponsoring, we prefer not to use the tagline.

Although the normal use of the logo is preferred, the logo can also be used in reverse (Blue Band), with or without the tagline. When using the tagline, the top margin must fall 1 'x' below the bottom line of the logogram.

Outline area for reverse logo option

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.5X

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.5X

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.5X

.5X

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BRAC Bank Brand Guidelines 03

Various options of tagline usage

Clear Space and Minimum Logo Size

Clear Space: Every logo has a clear space in between where nothing else should exist. That’s no man’s land. In BRAC Bank’s Logo we have represented that space with the coordinates of ‘X’ -an imaginary space. The size of ‘X’ is proportional to the size of the logo and will vary with it accordingly.In case of the use of the logo in reverse, the inner outlined area must be white. For detail, please refer Tagline Chapter (page - 03).

Minimum Size: The minimum size for logo to be used is 35 mm irrespective of general logo or reverse logo. However, in case of reverse logo the 35 mm will measured monogram to letter end. Logo must measure 20%-30% of the width of any design. Blue band of the logogram can be extended till Flash Cut.

duvKv RvqMv: cÖ‡Z¨K †jv‡Mvi-B dvKv RvqMv _vKv evÃbxq| eª¨vK e¨vsK-Gi †jv‡Mvi †ÿ‡Î ‘X’ †K duvKv RvqMv †evSv‡bv n‡q‡Q hv GKwU KvíwbK cwigvY hv †jv‡Mv eo wKsev †QvU Kivi †ÿ‡Î AvbycvwZK nv‡i ev‡o ev K‡g| GÕe¨vcv‡i U¨vMjvBb Aa¨v‡q we¯ÍvwiZ ewY©Z nj (c„ôv-3)|

ÿz`ªvK…Z AvK…wZ: mvaviY I wifvm© †jv‡Mvi †ÿ‡Î me©wbgœ 35 wgwg AvK…wZi †jv‡Mv e¨envi Kiv hv‡e wKš‘ Gi bx‡P bq| wif©vm †jv‡Mvi †ÿ‡Î 35 wgwg †evSv‡Z g‡bvMÖvg n‡Z eY© ch©šÍ ˆ`N©¨‡K †evSvq| D‡jøL¨, †h‡Kvb wWRvBb †j-AvD‡U †jv‡Mvi ‰`N¨ H †j-AvD‡Ui cÖ‡¯’¨i 20%-30% n‡Z n‡e| †jv‡MvMÖvg-Gi bxj e¨vÛwU d¬vk KvU ch©šÍ e„w× Kiv hv‡e|

35mm

35mm

35mm

35mm 35mm

35mm

35mm

35mm

Outline area for reverse logo option

.5X

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BRAC Bank Brand Guidelines 04

Logo Color

Color Logo

Process Color

Greyscale Logo Monochrome Logo

C - 100 M - 50 Y - 0 K - 0

C - 80 M - 40 Y - 0 K - 0

C - 60 M - 30 Y - 0 K - 0

C - 40 M - 20 Y - 0 K - 0

C - 20 M - 10 Y - 0 K - 0

C - 00 M - 30 Y - 100 K - 10

Greyscale Color

K - 70

K - 55

K - 40

K - 25

K - 10

K - 30

Proper application of the BRAC Bank signature in essential for promoting. The preferred color for BRAC Bank signature is in full color and should be used wherever possible. However, Grayscale or Monochrome are also used. Grayscale in used for better rendering of depth and shading. Monochrome in used where reproduction prevents depth & shade of logo i.e., embroidery, work on vinyl , wood, glass engraving etc.

eª¨vK e¨vsK-Gi †jv‡Mvi mwVK e¨envi GKvšÍ evÃbxq| c~Y© fv‡e mwVK is e¨envi KivB eª¨vK e¨vs‡Ki wmM‡bPvi is hv m¤¢ve¨ me Lv‡bB e¨envi Kiv AZ¨vek¨K| GQvov †MÖ‡¯‹j ev GKwU is e¨env‡ii †ÿ‡Î †MÖ‡¯‹j g~jZ e‡Y©i MfxiZv †evSv hvq Ggb ¯’vb e¨envi nq wKš‘ †hLv‡b MfxiZv †evSv‡bv Am¤¢e †mLv‡b GKwU is m¤^wjZ †jv‡Mv e¨eüZ nq| †hgb: GgeªqWvwi, wfbvBj, KvV, KuvP-Gi Dci bKkvq e¨eüZ n‡e|

BRAC Bank Brand Guidelines 05

Correct and Incorrect Logo Uses

Correct Logo Uses

Incorrect Logo Uses

The logo cannot be stress.

The tagline cannot be used in blackon a background of blue.

The tagline cannot be used in blueon a background of black.

Outlines in total cannot be used.

Borders cannot be used in total. The logo cannot be stress.

Reverse logo cannnot be used in tint color. The logo typo cannot be used as outlines.

Light background for general logo or reverse logo with black tag line can be used. But for darker background reverse logo and tagline will be used.

nvjKv e¨vKMÖvDÛ-Gi †ÿ‡Î mvaviY †jv‡Mv A_ev wifvm© †jv‡Mv Kv‡jv U¨vMjvBb m¤^wjZ n‡Z cv‡i| wKš‘ Mvp e¨vKMÖvDÛ Gi Rb¨ wifvm© †jv‡Mv I U¨vMjvBb e¨envi GKvšÍ evÃbxq|

BRAC Bank Brand Guidelines 06

Colors

Primary Colors:Primary colors for the logo are Blue and Golden Yellow including shades of these colors (Listed above)

Secondary Colors:Secondary colors are added for the ease of communication. There are five colors in total including black, white, silver/gray.

Tertiary colors:The six Tertiary colors shown above may be used in case of necessity.For example, in communications where the primary and secondary colors cnnnot be used.

Any other color can also be used but not to replicate competition color/look of any competitive brand or company.

cÖ_g is: †jv‡Mvi cÖv_wgK is bxj Ges †mvbvjx Ges Gm¤úwK©Z is n‡e| wØZxq is: cÖKv‡ki myweav‡_© me©‡gvU 5wU is e¨envi Kiv hv‡e hvi g‡a¨ Kvj, mv`v iƒcvjx i‡q‡Q| Z…Zxq is: cÖ‡qvR‡b Dc‡iv‡jøwLZ 6wU is e¨envi Kiv hv‡e| †hLv‡b cÖ_g I wØZxq is e¨envi Kiv hv‡e bv| Z‡e Ab¨vb¨ isI e¨envi Kiv hv‡e wKš‘ jÿ¨ ivL‡Z n‡e Zv †hb cÖwZ‡hvMx †Kv¤úvwbi ev eª¨v‡Ûi m‡½ mvsNwl©K bv nq|

Primary Colors

C - 100 M - 50 Y - 0 K - 0

C - 80 M - 40 Y - 0 K - 0

C - 60 M - 30 Y - 0 K - 0

C - 40 M - 20 Y - 0 K - 0

C - 0 M - 15 Y - 50 K - 5 C - 0 M - 10 Y - 25 K - 0

C - 20 M - 10 Y - 0 K - 0

C - 00 M - 30 Y - 100 K - 10

Secondary Colors

K - 70

K - 40K - 100 C - 0 M - 0 Y - 0 K - 0

C - 18 M - 14 Y - 17 K - 22

Tertiary Colors

C - 0 M - 100 Y - 0 K - 0C - 100 M - 0 Y - 0 K - 0 C - 0 M - 0 Y - 100 K - 0

C - 0 M - 15 Y - 75 K - 35 C - 43 M - 65 Y - 92 K - 44C - 30 M - 0 Y - 100 K - 0

BRAC Bank Brand Guidelines 07

Endorsement Logo

BRAC Bank Brand Guidelines 08

Endorsement logo will be as per “B” of BRAC Bank and aligned with the bottom of BRAC Bank. Minimum Size would be 35mm. Encourage to use minimum size 35mm otherwise not.

Bb‡Wvm©‡g›U †jv‡Mv eª¨vK e¨vs‡Ki ÒweÓ Aÿ‡ii mgvb n‡e Ges eª¨vK e¨vs‡Ki †jv‡MvMÖv‡gi ÒweÓ Aÿ‡ii wb¤œZ‡ji mgvb n‡e| me©wb¤œ 35wgwg AvK…wZi †jv‡Mv e¨envi Kiv hv‡e Ab¨_vq e¨env‡ii `iKvi †bB|

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