BRAND IDENTITY GUIDELINES

1

BRAND IDENTITY1.0

IDENTITY COMPONENTS1.1Hero FinCorp Brand Identity is made up of two elements:

1. THE ICON 2. THE WORDMARK

The Icon is a modern abstract representation of the letter ‘H’ which constitutes 7 equal Green squares. Additional 2 squares attached to the letter H stand for �nancial growth and prosperity

The Wordmark is uniquely crafted modern typeface. The combination of clean lines and open letterform adds warmer and more human element of brand identity. The usage of Red and Green represent �nancial practices which are Just.

2

IDENTITY LOCKUPS1.2The Icon and the Wordmark can be locked up in two ways:

Primary Horizontal IdentityPrimary Vertical Identity

PRIMARY HORIZONTAL LOCKUP

The Primary Horizontal Lockup is utilized on all applications where vertical space is limited. See Identity Placement.Always use approved master artwork and do not attempt to recreate any artwork

3

IDENTITY LOCKUPS1.2

PRIMARY VERTICAL LOCKUP

The Primary Vertical Lockup is utilized on all applications where horizontal space is limited. See Identity Placement. Always use approved master artwork and do not attempt to recreate any artwork.

The static elements of the symbol and the wordmark can be locked up in two ways:

Primary Horizontal IdentityPrimary Vertical Identity

4

IDENTITY LOCKUP RATIOS1.3

Distance from Icon to Wordmark is determined by the width of Red square of the Icon

Size of the Wordmark is determined by the width of the Red square aligned vertically to the letter ‘H’ of the Wordmark

Wordmark is centered vertically with the H of Icon.

The small Red square at the end of the Wordmark is 1/4 of the width of the Red square at the top of the Icon

The small Red square at the end of the Wordmark is placed at a gap of 1/10 of the width of the Red square at the top of the Icon

The Primary Lockups of the Brand Identity are provided as artwork �les along with this guidelines document. Wherever possible always use the approved artwork �les. DO NOT attempt to recreate elements of the Brand Identity.

The Primary Lockups of the Brand Identity are created using ratios of the lcon and Wordmark. In cases such as die-casting the Identity elements separately, these ratios can he determined by the following rules.

PRIMARY HORIZONTAL LOCKUP RATIOS

1/10

1/4

5

IDENTITY LOCKUP RATIOS1.3

Distance from Icon to the letter ‘o’ of Wordmark is determined by the width of Red square of the Icon

Size of the Wordmark is determined by the width of the Red square aligned vertically to the letter ‘H’ of the Wordmark

Wordmark is centered horizontally with the H of Icon.

The small Red square at the end of the Wordmark is 1/4 of the width of the Red square at the top of the Icon

The small Red square at the end of the Wordmark is placed at a gap of 1/10 of the width of the Red square at the top of the Icon

The Primary Lockups of the Brand Identity are provided as artwork �les along with this guidelines document. Wherever possible always use the approved artwork �les. DO NOT attempt to recreate elements of the Brand Identity.

The Primary Lockups of the Brand Identity are created using ratios of the lcon and Wordmark. In cases such as die-casting the Identity elements separately, these ratios can he determined by the following rules.

PRIMARY VERTICAL LOCKUP RATIOS

1/10

1/4

6

IDENTITY MINIMUM SIZE1.4

The Hero FinCorp Primary Horizontal Lockup must never be reproduced at less than 30 mm in width.

Where possible carry out production tests on alternate materials to ensure legibility

The Hero FinCorp Brand Identity must never be reproduced at a scale smaller than the speci�ed minimum sizes. This will ensure the legibility of the Brand Identity at all times

PRIMARY HORIZONTAL LOCKUP MINIMUM SIZE

The Hero FinCorp Primary Vertical Lockup must never be reproduced at less than 15 mm in width.

Where possible carry out production tests on alternate materials to ensure legibility

PRIMARY VERTICAL LOCKUP MINIMUM SIZE

30 mm15 mm

7

1.5 IDENTITY MINIMUM CLEAR SPACE

Always allow a minimum clear space equal to the width Red Square of the Icon

A minimum clear space must always be present when applying the Brand Identity. Clear space prevents the identity from appearing too close to the edge of an application or coming into content with other design elements, therefore protecting the integrity and legibility of Brand Identity at all times.

CLEAR SPACE – PRIMARY HORIZONTAL LOCKUP

Always allow a minimum clear space equal to the width Red Square of the Icon

CLEAR SPACE – PRIMARY VERTICAL LOCKUP

8

IDENTITY PLACEMENT1.6It is crucial when placing the Identity that the overall size be considered. The Identity should be used at its maximum scale within space available whilst following clear space rules.

CORRECT HORIZONTAL LOCKUP PLACEMENT INCORRECT HORIZONTAL LOCKUP PLACEMENT

Example 1 Example 1

Example 2 Example 2

Placement area available Placement area available

Placement area available Placement area available 9

IDENTITY PLACEMENT1.6It is crucial when placing the Identity that the overall size be considered. The Identity should be used at its maximum scale within space available whilst following clear space rules.

CORRECT VERTICAL LOCKUP PLACEMENT INCORRECT VERTICAL LOCKUP PLACEMENT

Example 1 Example 2

Placement area availablePlacement area available

Example 1 Example 2

Placement area availablePlacement area available10

IDENTITY COLOUR VARIATIONS1.7FULL COLOUR POSITIVE

11

This is the primary version of the Hero FinCorp Brand Identity and should be reproduced wherever possible, against a black background.

BLACK & WHITE POSITIVEFor use when the application is printed with solely black or the legibility of the Brand Identity is compromised.

FULL COLOUR NEGATIVEFor use when the Brand Identity is used against a white background.

Always use approved master artwork. Never alter or recreate the Brand Identity. Opposite are examples of incorrect use of Brand Identity.

BLACK & WHITE NEGATIVEFor use when the application is printed with solely black or the legibility of the Brand Identity is compromised.

12

INCORRECT USAGE1.8Always use approved master artwork. Never alter or recreate the Brand Identity. Opposite are examples of incorrect use of Brand Identity.

NEVER alter the special relationshipbetween the brand identity elements

NEVER change the colour of brand identity

NEVER change the proportions ofbrand identity

NEVER place the brand identity on a colour which compromises the

legibility of the brand identity

NEVER put a key-line around thebrand identity

NEVER set the brand identityat any angle.

NEVER place the brand identityon an image which compromises

its legibility

NEVER change the fonts of thebrand identity wordmark

NEVER overlay the brand identityelements over each other

NEVER do vertical scaling for thebrand identity

NEVER crop the brand identity

NEVER add text to the brand identity

HeroFinCorp.

The

13

PRIMARY COLOUR PALETTE1.9Always use approved master artwork. Never alter or recreate the Brand Identity. Opposite are examples of incorrect use of Brand Identity.

COLOUR BREAKDOWNS

The following values should be used with the following applications:Pantone® – Screen printings (bag, t-shirts, cap etc.), Embroidery (apparel etc.), Spot colour printing, Vinyl decals, Signage etc. CMYK – O�set printing (brochures, stationery, poster, magazine, fascia signage, ticketing, �ags, banner, backdrop etc.)RGB – On screen (broadcast, on-screen presentationsHex – Web/digital applications (online, websites etc.)

Single colour applications. special treatments, lower quality or resolution printing: Print (newspapers, one colour print collateral, overprinting and personalisation)Premiums/giveaways (keyrings, pens, leather goods , engraving, metal cutting, laser etching etc.)Embroidery (salesman kits etc.)

Shown opposite are the colour breakdowns for the primary colour palette

PANTONE® RED 032 C

CMYKC 000M 100Y 100K 000

RGBR 255G 000B 000

Hex#�0000

PANTONE® 355 C

CMYKC 100M 000Y 100K 000

RGBR 000G 150B 064

Hex#009640

PANTONE® 877 C

CMYKC 100M 000Y 000K 040

RGBR 165G 165B 165

Hex#a5a5a5

Pantone® standards are shown in the current editions of the Pantone Colour Publications. The colours shown here are not intended to match the Pantone® colour standards and are an indication only. Pantone is a registered trademark of Pantone®, Inc.

HERO FINCORP BRAND IDENTITY GUIDELINES

Write to us: Hero Fincorp Ltd.9, Community Centre, Basant Lok, Vasant Vihar,New Delhi - 110057

Call us: 18001024145 (Toll Free)(From 9:30 AM to 6:30 PM Monday to Saturday)

Email us: customer.care@hero�ncorp.com

Website: http://www.hero�ncorp.com