Havellsbrandidentitycasestudy 12592180645194 Phpapp02

© Lokusdesign Pvt. Ltd.
, Pune ,2008
Havells Case Study | Havells India Ltd. | Lokusdesign Pvt. Ltd., Pune.
Contents
● Havells India Ltd., brief history

● About old Identity
● Design brief
© Lokusdesign Pvt. Ltd., Pune ,2008

● Client s requirement
● Lokusdesign process
● Identify ● Integrate ● Innovate ● Translate ● Maximize
Havells India Ltd., brief history

About old identity
Predominant Colors Red, Black and white

About old identity
The existing identity of Havells
As observed on the products and ads :
Without the black rectangle
With the rectangle

Latest : with a red strip
About old identity
Strengths
Experience in domain
Vertical Portfolio
Weakness
Lack of brand discipline
Opportunities The existing identity
Brand loyalty &
• The logo is rigid.
customer relationships
Global presence
• It limits adaptability.

Threats
High brand perception • It limits usage.
of competitors
Design brief
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Clients requirement
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Lokusdesign process
Identify Integrate Innovate Translate Maximize

Research Conclusion Sketches Brand identity Logo applications

Competition Keywords Phase 1 Guidelines
Keywords Theme board Phase 2
5 satellites Phase 3
Selected concept
Identify

Identify
● Research ● Competition ● Keywords ● 5 satellites
Identify l Research
“Every organization brands its

particular culture and identity
with its own distinctive stamp.”
Mitch Thrower

Identify l Research
Havells Vision
"To be a globally recognized corporation that provides
best electrical & lighting solutions, delivered by bestinclass people."
Havells Mission
To achieve our vision through fairness, business ethics, global reach,
technological expertise, building long term relationships with
all our associates, customers, partners, and employees.

http://www.havells.com/overview.htm
Identify l Research
Why does Havells need a new brand identity ?

• Strong identity: Effective communication = Higher perception of brand value
business performance = strong identity
• To create desired perception in mind of the target consumer influencing buying decision
• To be recognized for excellence in the universe of electrical products
• To elevate the brand identity
• To emerge as global leader

Identify l Research
• Why are the things different today?

• How market, competition & people are changing?
• What makes them so?
Changing Scenarios

Identify l Research
Changing lifestyle

Identify l Research
What kind of change?
Redefined value More consumer

propositions awareness
New brand
relationships

Emerge as leader Global aspirations
Identify l Research
What has changed? Changing needs
Brand over Needs From Scattered brand image Unified brand image
From Local Global

Convenience over Cost
From Retailer / Trader One Stop shop solution provider
Compact over Bulk
From stereotype Customization
Mobility over Fixity
From ‘Let’s make things better’ Sense and Simplicity

Identify l Research
Identity Change l Simple

The brand orientation has
shifted from technology to l Effective
consumerism shifting the
identities to become: l Contemporary

Identify l Research Brands v/s Key Buying Parameters
Value
High
5
2
Key Decision Factors / Influencers

1 Key Buying
Parameters
Low
Margins
Sales
Volume
Brand Value
Goodwill
Adv &
Availability
Promotions
Quality
range
Product
Affordability
Variety
Perceived
Trust
Havells L&T, Siemens, Bajaj Finolex, Polycab, Schneider Wipro, Osram ABB, C&G, Philips Legrand GE,
Identify l Research
Inferences from the graph
Key Buying Parameters for

KDM’s
Consumer Commercial
Trust Variety
Safety Brand

Cost Cost
Brand Leadership Perception
Identify l Research
Category & Brand Plotting GLOBAL
Brand V/s Position
INDUSTRIAL CONSUMER

Current Perceived Position of Havells LOCAL
Assumption
Identify l Research
Visual Positioning GLOBAL
INDUSTRIAL CONSUMER

Current Perceived Position of Havells LOCAL
Assumption
Identify l Research
Key Decision Makers / Influencers
KDM’s
CONSUMER COMMERCIAL
• Chief wage earner • Architects / Interior Designer
( Father / Husband ) • Electrical / Civil Contractors

• Housewives • Electricians
( Consultation ) • Retailer
• Distributor
Identify l Research
Observations about the competitors
Kept unified brand image

Few of them maintained brand discipline
Achieved leadership in at least one product segment
Wide variety across available product range
Created brand awareness by advertising and
promotions

Identify l Research Before After
Philips
Changes to the Philips typeface are almost
unnoticeable, specially to the enduser, which would
make anyone skeptical about the need for a change at
all. All the modifications point to a need for better
performance and reproducibility.
“Let’s make things better” has served the company

extremely well over the past nine years, but as the
markets change and the company evolves so has the
tagline. 2004 sees the new brand promise of “Sense
and Simplicity” being delivered.
Philips is now looking at the entire brand perspective of

the company, ranging from the online experience

through to internal design processes. The new brand
promise of “Sense and Simplicity” will help to take
Philips forward as a healthcare, lifestyle and technology
company, into new emerging and exciting markets.
Bajaj Electricals
The Brand essence for the new Bajaj was defined as
"Excitement". The change in Identity was part of the
ongoing changes happening at Bajaj at that time. At a time
when Bajaj had state of the art manufacturing
infrastructure, had an enviable distribution and service
network, had created a benchmark R&D facility and at a
time when the customer had changed in terms of its
exposure to quality and style, the change in Identity helped
invite a paradigm shift in consumer perception of the
company.
The traditional hexagonal symbol was replaced by an open

abstract form of stylized B, the "flying B" as it was named
was used to represent style and technology. It also had a

strong association with the heritage of Bajaj since the
external form has a hint of hexagon. "Flying B" form was
used to denote speed and open form stood for
transparency. The new Logotype was all capital BAJAJ,
representing precision engineering and perfection. The logo
was all confident bold stylistic lettering, which was very
modern and global in its outlook. Bajaj adopted
a new brand line of "Inspiring Confidence".
Intel
Intel Corp. scrapped its 37yearold logo
as part of a major rebranding that will
emphasize the chipmaker’s shift away
from its core PC business into consumer
products.
The original Intel logo featuring a lowered

“e” will be replaced with one showing an
oval swirl surrounding the company’s
name.
The phrase “Leap ahead” will supplant

“Intel inside,” which helped bring the
company into the public awareness during

the PC boom of the 1990s.
Anchor Electricals

Visa
The new, evolved brand architecture was presented to
member banks in 2005 and it is obvious that the task
of moving to the new brand framework is massive.
More than one billion cards and 20 million merchants
will adopt the new design as part of the normal
business process.
Noticable changes to logo:

•The “V” in Visa has been enhanced with an original
gold accent
•The banners used as borders will disappear and the
wordmark will be more prominent
•Flexibility the evolved Visa brand now works equally
well on cards, computer screens, PDAs and shop

windows
•The Visa dove hologram now resides on the back of
the card and is integrated with the magnetic stripe,
which makes the card less vulnerable to fraud and
secondly increases the space for partnering
companies on the front side by 65%.
Xerox
The new Xerox logo is now a lowercase treatment of
the Xerox name in a vibrant red alongside a sphere
shaped symbol sketched with lines that link to form an
illustrative "X," representing Xerox's connections to its
customers, partners, industry and innovation, and
designed to be more effectively animated for use in
multimedia platforms.
The new brand is designed to reflect today's Xerox, a

customercentric company built on a continuing history
of innovative ideas, products and services that meet
the needs of businesses small to large.

CEAT
A blend of an allcaps sans serif typeface with an upright
handdrawn bold type connotes strength and stability. The
letterforms are minimalist, unfussy integrating the
contemporary with the timeless. The E, represented as three
distinctive lines adds a hint of motion and movement.
The extensive rebranding exercise explored a number of

different design routes and the inspiration for the new logo
came from idea of 'raising the bar'. We felt that this marquee
best blends and personifies CEAT rich heritage and
ambitions.
The lines in the bright orange give it a youthful and

contemporary look. These combine well with the maturity and

stability of the blue letterforms, signifying CEAT rich heritage
and its new initiatives.
The three bar pneumonic and the vibrant colours feature

prominently in the look and feel of the brand and is creatively
interpreted on various retail formats and subbrands,
including the highly regarded CEAT Cricket Ratings.
Godrej
In the new logo, citrus green is about expression,
representing growth, harmony with nature and
renewed life. Sky blue embodies progression – big
ideas, blue sky thinking, technology and innovation.
Ruby red reflects cherished experiences – passion,
indulgence, energy and dynamism. The typeface
connotes continuity, a strong sense of empathy built on
the strong foundation of Godrej trust.
The final brand solution maintains the integrity of the

Godrej heritage and history and yet positions the brand
for renewed relevance with the changing Indian
market. Godrej has been a part of the fabric of India for
over 100 years, and this refreshed brand solution will

ensure the brand retains its place as part of the future
of India.
Glaxo / GSK
Coming from these two companies, the naming solution
is to be expected... "Pile up the names, and it's too long
so let's push the initials." Functional, but disappointing.
The same can be said for the logo, nicely executed if a

bit trendy in color and shading; it'll work. But it's hardly
the "radical departure from those logos and other visual
representations normally associated with the
pharmaceutical industry" that GSK's news release
claims. Pfizer got there first.
The form might be seen as a pill the company,

however, thinks of it as a heart... which makes it more
interesting.

Kodak
For the sixth time and joining the recent rebrandings of
Intel, at&t and Visa, Eastman Kodak Co. is introducing a
new corporate logo designed to help the company forge
a new image as a cuttingedge, 21st century innovator.
The box is gone, thus simplifying the logo mark. Above

and below the rounded type font are two yellow bars.
Kodak is seemingly giving up a very recognizable logo
and replacing it by a nondistinct one.
Although it gives the company a more contemporary look

it also feels less catchy. The distinctive a will not help
much. An enhancement to the one from 1987 might have
been wiser but Kodak’s intention was to make the logo

flexible enough to apply in new ways and new venues
across varied businesses. So expect to see more “non
standard” equipment like internet enabled picture phones
as announced at the CES.
AT&T
The new AT&T logo reinvigorates the AT&T globe — one
of the most recognized corporate symbols in the world.
The new globe is threedimensional, representing the
expanding breadth and depth of services that the new
AT&T family of companies provides to customers, as well
as its global presence.
Transparency was added to the globe to represent clarity

and vision. Lowercase type is now used for the "AT&T"
characters because it projects a more welcoming and
accessible image. The core of the new logo remains blue
because both the SBC and AT&T brands are strongly
associated with that color. The overall design more
accurately represents the company that is leading the

industry in delivering bestinclass services to consumers
and business professionals.
Tata
The Tata group has refreshed its corporate identity.
In an interview with Business Standard, Tata group
Chairman Ratan Tata said, “There's a need to refresh the
brand from time to time.” Tata said the mandate given to
corporate identity design firm Tower Partners was to refresh
and strengthen the brand, not to change it.
“There have been issues with the logo. It is difficult to use it

in some places. So, the whole thing needs to be looked at
but I think we would be crazy to change it,” he added. Tata
said most people did not realise how CocaCola and Shell
had changed over the years and that they had gradually
modernised their logos. “If you look at the logo of Shell in
the sixties and today, it is different," he said.

Asked whether the group's image was in for a makeover,
Tata said how the group was perceived or promoted would
not come from a logo, but from other areas of corporate
representation.
Mahindra and Mahindra

Air India
“The logo of the new airline is a red coloured flying
swan with the `Konark Chakra' in orange, placed inside
it. The flying swan had been morphed from Air India's
characteristic logo, `The Centaur', whereas the
`Konark Chakra' was reminiscent of Indian's logo”.
The new logo would feature prominently on the tail of

the aircraft. While the aircraft will be ivory in colour, the
base will retain the red streak of Air India. Running
parallel to each other will be the orange and red speed
lines from front door to the rear door, subtly signifying
the individual identities merged into one. The brand
name `Air India' will run across the tail of the aircraft.

Canara Bank
The new brand identity for Canara Bank is based on
the idea of a bond and is a representation of the close
ties between the Bank and its many stakeholders –
from customers and employees to investors,
institutions and society at large. With its rich heritage
of banking expertise, dedicated customer service and
corporate social responsibility, Canara Bank is a
powerful enabler who helps its stakeholders achieve
their goals. The two seamlessly connected links
capture the essence of this partnership.
The colour palette and typography have been carefully

chosen. The rich blue represents stability, scale and
depth. This contrasts with accents of bright yellow that

evoke optimism, warmth and energy. The Canara
Bank logotype has been handcrafted. Its classic, serif
letterforms communicate heritage and stature.
Jet Airways
The corporate identity and brand mark has been
refreshed to include a swirl of colour reminiscent of a
typical Indian dupatta (scarf). The new look retains the
golden `flying sun' and dark blue as a primary colour,
but introduces ribbons of yellow and gold that make
the mark more modern and inclusive.
The airline has also introduced fresh airline uniform for

the cabin crew designed by Italian designer Roberto
Capucci.

Fiat
Fiat is a brand which, through a seachange in its
culture and mental set, is staking everything on a
speedy, ongoing, renewal of its products, its
technological research, the quality of its design and
a new constructive relationship with customers.
This newfound philosophy has already generated the
Panda, Croma, Grande Punto, and Fiat Sedici and will
shortly give birth to the Nuova Bravo.
So a new identity, represented symbolically by the new

logo through the retrieval of the colour red and the
shield as central element, features that characterised
Fiat logos up to the sixties; and through certain formal
aspects, the threedimensional nature of the logo and

colour, which suggest an idea of advanced technology,
of Italian design, of dynamism and of marked
individuality.
Identify l Research
Global Leader
Innovative
Efficient & Wise

Trendsetter
Eco Friendly
Identify l Research
Global Leader
Innovative
Efficient & Wise

Trendsetter
Eco Friendly
Identify l Research
Global Leader Innovative Efficient & Wise Trendsetter EcoFriendly

Function: High Function: High Function: High Function: Medium to High Function: Variable
Form: Chunky Rectangle Form: Rectangle or Ellipse Form: Chunky Rectangle Form: Organic or Form: Variable (hint of
Color: Red Color: Blue or Circular Undefined organic elements)
Other: n/a Other: Material qualities, Color: BlueGreen or Black Color: Grey or Red Color: Green or Red
Shiny surface, Other: n/a Other: Shiny surface Other: Layered
Integrate

Integrate
● Conclusion ● Keywords ● Theme board
Identify l Research
Inferences
Havells current visual identity

does not illustrate : Thus the need for…
Trust
Safety • Unified identity
Global leadership
Effective Communication
• Better image
High Perception Value
• Strong Brand Image

Contemporary Approach
Brand Discipline & Culture
Identify l Research
Brand Values Leading to Conclusion
• Higher placement of the brand The new visual Identity should illustrate
• Creating a strong visual impact Global Leader
• Higher brand recall Bold & Innovative
• Evoking goodwill Trust & Safety
Efficient & Eco friendly

Trendsetter
Contemporary Approach
Brand Culture
Identify l 5 satellites
Fast
Quicker
Positive Speed
Fearless Professionals
Dynamic Courteous
Big Multinational
Efficient One Stop Shop
Solid Warm
Global Protective Rahul Dravid Humane
Red Good Corporate Citizen Sturdy Caring
Optimist Known electrical brand Loyal towards Relation Friendly
Long Term Humble
Conqueror Aggressive
Accommodating Sincere
Winner Switzerland Expand Ethical
Acquisition GLOBAL LEADER Europe Growth WISE & EFFICIENT Positive Attitude
Partnership Loyal
Leader Germany
Numerous SKUs Consumer Led
Grand Premium Multiproduct Consumer Oriented
Scale Modern Range People Friendly
Dominant International Reachable Honest
Available Truthful
Celebration King Strong Network Responsible
Versatile Globe trotter Modest
Reliable Flexible
Open
Cricket Pure Dependable
Comfort
Green Pioneer Transparent
Uniqueness Adaptive
Inventive Customized
Technology Different
Amir Khan Durable
Change Long lasting
Environment Friendly Schneider

INNOVATOR
Energy Efficiency Quality
Path Breaking Safety

Sharp Newsy
Innovative Hitech movies
Pure Matrix Honda
Stylish
Volvo
Star Trek MS Dhoni Sexy

Savings Young Exuberant
Upmarket Exclusive
Environment Friendly Comfort
Premium Int’l Holidays
Classy Glittery
Energy Efficiency Efficient
Glowing Achiever
ECO-FRIENDLY Finesse Axe
Lush Green Protective TRENDSETTER
Cool Aesthetic
Lifestyle Curvaceous
Kerala Good Corporate Citizen
Smart Looks Beautiful
Green Glossy Daniel Craig
Savings
Always in news Freshness
Bold Daring
Vibrant Entertaining
James
Karan
BondJohar
Fearless
Multinational
Dynamic
Efficient
Big
Global Protective
Red Good Corporate Citizen
Optimist Most known electrical brand
Conqueror Aggressive
Winner Switzerland
Acquisition Europe
GLOBAL LEADER
Leader Germany
Grand Premium

Scale Modern
Dominant International
Celebration King
Versatile Globe trotter
Cricket Pure
Comfort Green
Pioneer
Uniqueness Adaptive
Inventive Customized
Technology Different
Amir Khan Durable
Change Long lasting
Environment Friendly Schneider

INNOVATOR
Energy Efficiency Quality
Path Breaking Safety

Sharp Newsy
Innovative Hitech movies

Matrix Honda
Volvo
Star Trek
Savings
Stylish
Sexy
MS Dhoni
Young Exuberant
Upmarket Exclusive
Premium Int’l Holidays
Classy Glittery
Glowing Achiever
Finesse Axe
Cool
TRENDSETTER Aesthetic
Lifestyle Curvaceous
Smart Looks Beautiful

Glossy Daniel Craig
Always in news Freshness

Bold Daring
Vibrant Entertaining
James Bond
Karan Johar
FastQuicker
Positive Speed
Professionals
Courteous
One Stop Shop
Solid Warm
Rahul Dravid Humane
Sturdy Caring
Loyal towards Relation Friendly
Long Term Humble
Accommodating Sincere
Expand Ethical
Growth WISE & EFFICIENT Positive Attitude
Partnership Loyal
Numerous SKUs Consumer Led
Multiproduct Consumer Oriented

Range People Friendly
Reachable Honest
Available Truthful
Strong Network Responsible
Modest
Flexible
Reliable Open
Dependable
Transparent
Pure
Environment Friendly Comfort
Energy Efficiency Efficient
ECO-FRIENDLY
Lush Green Protective

Kerala Good Corporate Citizen
Green
Savings
Identify l Research
Havells positioning
What makes a good brand ?

• Omnipresent recognition & perception
• Contemporary & focused approach
• Keeping a tap on the market changes

• Exploring new horizons
Identify l Research
BRAND
CORE
BRAND DISCIPLINE

BRAND TOUCHPOINTS
CONSUMER POLLS
COMPETITION LANDSCAPE
Identify l Research
The purview of this presentation Brand

dentity
Brand
Discipline

Product Retail
Identify l Research
Brand
Retail
promise
Brand Brand Brand

Discipline Identity Values

Brand
Product
Personality
Identify l Research
Brand Promise Brand

promise
To deliver more than just electrical
products……
By driving every aspect of the brand into Brand Brand

higher & higher realms of excellence Identity Values

Brand
Personality
Identify l Research
Brand Values Brand

promise
Global Leader
Bold & Innovative

Brand Brand
Trust & Safety Identity Values
Efficient & Eco friendly

Trendsetter
Brand
Personality
Identify l Research
Brand Personality Brand

A Global Leader promise
in Electrical Products
Brand Brand
Identity Values

Brand
Personality
Identify l Research
Approach
A 2 way approach on creating a new identity
Creating Modernizing
A new icon the existing identity

Brand Values & Personality
Innovate l

Innovate
● Sketches ● Phase 1 ● Phase 2 ● Phase 3 ● Selected concepts
Innovate l Sketches

Innovate l Sketches

Evolution of oval ‘H’
Innovate l Sketches

Identify l Research
Mood Board
Trust
Safety
Global
Leadership

Identify l Research
Colour Board
Subtle and
Warm and bright achromatic
colours to show Colours to show
the brand image of Havells gives
Havells as positive, commitment,
fresh and inspiring. trust, is stable and
experienced.

Innovate l Phase 1

Innovate l Phase 2

Innovate l Phase 3

Innovate l Selected concepts
Keywords:
Dynamic l Bold l Leader l Stability
Description:
H form will build a strong connection
with the “Havells” brand name
Bold “H” form in a perspective view
enhances Market Leadership
Symmetrical form shows stability and
maturity Red color to carry over the
previous identity Curves indicate a
dynamic and contemporary brand

Simplicity of form for easy recall
The form aids easy application
on various mediums/formats
Translate

Translate
● Final Identity ● Guidelines
Translate l Brand Identity

Translate l Guidelines

H A V E L L S B R A N D G U I D E L I N E S
Introduction Contents
HAVELLS Brand Values
These guidelines describe the basic HAVELLS Logo
rules of designing with/reproducing the Size and Proportion
Logo Orientation
HAVELLS brand identity. In order to Logo Minimum Size
gain maximum benefit from these Colour

Colour System
guidelines they must be used Primary Palette
consistently, as even small variations Secondary Palette
Tertiary Palette
will undermine the impact of the Grayscale
HAVELLS brand identity. Blackand White

Colour Reproduction Do’s & Don’ts
Grayscale Reproduction Do’s & Don’ts
Black & White Reproduction Do’s & Don’ts

What not to do with the logo
Unacceptable use of Typography
Artwork formats of HAVELLS logo
Type face l Helvetica Neue l Arial
HAVELLS Brand Values

Global Leader
Innovator
Wise & Efficient
Trendsetter
EcoFriendly

HAVELLS Logo
The HAVELLS logo block represents dynamism,
boldness, leadership and stability. The ‘H’ form
builds a strong connection with the “Havells” brand
name while enhancing marketing leadership. The
curves in the ‘H’ form hint at dynamism and lend it a
contemporary feel. Stability and maturity are carried
across in the overall symmetry of the form.
Use of the logo
The precise position and proportion of all the logo
elements is fixed and must always be reproduced in
the set relationship shown here. The elements must
never be redrawn or modified in any way.
Master artwork
Always use master artwork when reproducing the

HAVELLS logo. It should never be recreated under
any circumstance. Always ensure you are using the
correct artwork for your applications.
Printing the logo
The use of the HAVELLS logo in any printed
material must be approved by the Head of
HAVELLS Media Marketing / Corporate
Communications.
Size and Proportion

HAVELLS logo(oval ‘H’) as well as
HAVELLS logo unit is not a perfect
square form. The width of the logo is
slightly more than the height. HAVELLS
logo unit is also more in width. And it is
important to produce the logo in its exact
form, since it is critical to the Brand
image. Always verify logo proportions with

the measurement given in the diagram
below.
Size and Proportion

HAVELLS logo must always be
surrounded by an area, which is entirely
clear of typography and any other graphic
elements. The minimum exclusion area,
shown here in example 1, is made up of
the width and height of the HAVELLS logo
blocks at the chosen size.

Size and Proportion


Size and Proportion


Size and Proportion


Logo Orientation
Below are some examples of
application of the HAVELLS
logo.

Logo Minimum Size

When printing only ovel ‘H’
Colour
Accurate reproduction of the
HAVELLS red is essential
in communicating a clear
and consistent message
about the brand.

One colour
HAVELLS red is essential in
communicating a clear and
consistent message
about the brand.
The adaptation of this type of logo shall be used

for single colour printing on products.

Colour System
Building a strong correlation of colour with the
HAVELLS brand is critical to strengthen brand
awareness. Used consistently over time, colours
become associated with companies. UPS brown and
CocaCola red are a couple of good examples.
Consistent use of colour will help make the
communication recognizable to the audiences and
build strong connect with the brand. The HAVELLS

colour system is comprised of three palettes
Primary, Secondary and Tertiary. HAVELLS red must
be used to identify highlevel corporate
ommunications. Two other variations are grayscale
and B & W.
The Secondary palette consists

of four colours shown below.
These colours are used as large
solid areas and as information
differentiation elements.

The tertiary palette consists of six

colours. These colours have
a wide range of usage. For instance, to
differentiate B/W contents, like
headings and subhead, bullets and
graphical elements etc. Overall they
should be used as an accent colour to
enhance communication, without

diluting from our primary corporate
palette. It is important to reproduce
these colours accurately in our
communication. PANTONE and two
colour formulas have been provided
here.
Grayscale
HAVELLS grayscale logo is
essential in communicating a
clear and consistent message
of the brand.

Black and White

HAVELLS black & white logo
is essential in communicating a
clear and consistent message.

Colour Reproduction Do’s & Don’ts

The HAVELLS logo should be displayed
on a flat, white background (example 1).
The logo may also be displayed as white
reversed on red (example 2).
Use the logo on a background that does
not compete
with the tone of the logo (example 3).
Do not use the logo against a gradient
background (example 4).
Do not use the logo against a textured
The red logo may be used on
backgrounds with a gray value up to 10%.

Grayscale Reproduction Do’s & Don’ts

The gray logo should be used only against
white (example 6).
On background with less than 20% gray,
use the black logo (example 7).
On background with more than 20% gray,
use the white logo (example 8).
Do not use the gray logo against a
gradient background (example 9).
Do not use the gray logo against a
textured background (example 10).

Black & White Reproduction –

Do’s & Don’ts
When printing in black and white, the
HAVELLS logo can be reproduced as
black reversed on white against a light
background (example11), or white
reversed on black against a dark
Do not use a black or white logo against
a gradient background (example 13).
Similarly, do not use a black or white
logo against a textured background
(example 14).

What not to do with the logo

Altering the HAVELLS logo
will undermine the impact of
the
identity and therefore the
HAVELLS brand. Below are
guidelines on what not to do
with the logo.

Artwork formats of HAVELLS logo

The HAVELLS logo is available for use in
the following formats. Always ensure that
you use correct artwork for the intended
application that is in accordance with the
guidelines in this manual.

Unacceptable use of Typography

In order to project a confident, credible and
consistent image to our audiences, we must
adhere to our communication standards. As
part of this effort, we must maintain the
typographic system we have established.
If used carefully and consistently, our
typographic standards will make an important
contribution to our branding efforts.

Helvetica Neue
The term Helvetica means “Swiss”. The
Helvetica type face uses the Swiss style
of graphic design which relies heavily
on sans serif styling. Strict grid systems
are another hallmark of the iconic Swiss
style graphics. This timeless and
functional sans serif font took the work
by storm when it was developed in 1957
by Max Miedinger.
Neue Helvetica, introduced in 1983, is a
reworking of the Helvetica typeface with
a more structurally unified set of weights
and widths. The weight and width
program of Helvetica Neue is similar to
that of the Univers typeface. The main

appeal to this progressive and
cosmopolitan font is its honest
character.
Helvetica Neue LT Std. font family is the
corporate typeface of HAVELLS and
must be used in all corporate
communications.
Arial
Arial was designed in 1982 by Robin
Nicholas and Patricia Saunders. It is a
contemporary sans serif font that
contains more humanist characteristics
than many of its predecessors and is
more in tune with the mood of the last
decades of the twentieth century. The
overall treatment of curves is softer and
fuller than in most industrial style sans
serif faces. Terminal strokes are cut on
the diagonal which helps to give the
face a less mechanical appearance.
Arial is an extremely versatile family of
typefaces which can be used in the
absence of Helvetica Neue, especially

for web applications.
Maximize

Maximize
● Logo applications
Maximize l Logo applications

L O G O A P P L I C A T I O N S
Section 1
Stationary
Business card options
Mailing signature options
Punch line
Product name style box
Address and logo alignment in ads
(with testimonial logos)
Advertisement

Catalogue
Brochure front
Maximize l Logo applications l Stationary

Maximize l Logo applications l Mailing signature

Maximize l Logo applications l Punch line
Havells tag line, ‘Powering lives’,

shall be used for adaptations
in the following only:
Hoarding
Brochure
Catalogue
Advertisement
In shop display panel
Poster

Dangler/ bunting
Any other promotional material
Maximize l Logo applications l Product name style box
‘Product category name’ box.
For writing the product category name, typeface shall be

Kozuka gothic Pro M.
A perfect red square adjoined with black band of same
height (width may vary according to the product category
name), makes a ‘product category name’ box.
Width of black band depends on number of characters in the
product category name.
Proportion of product category name box shall be followed as
shown in fig.
In any case, the height (h) shall never be more than the

height of the red box. In order to fit a longer word, the width
of ‘product category name’ box can be reduced
proportionately.
Typeface shall always be used in Sentence case.
It shall be in upper case if used for an acronym.
Maximize l Logo applications l Product name style box
‘Product category name’ box.
For writing the product category name,

typeface shall be Kozuka gothic Pro M.
A perfect red square adjoined with black band of same height
(width may vary according to the product category name),
makes a ‘product category name’ box.
Width of black band depends on number of
characters in the product category name.
Proportion of product category name box
shall be followed as shown in fig.
In any case, the height (h) shall never bemore than the height

of the red box. In order to fit a longer word, the width of
‘product category name’ box can be reduced proportionately.
Typeface shall always be used in Sentence case.
It shall be in upper case if used for an acronym.
Maximize l Logo applications l Address and logo alignment in ads (without testimonial logos)
To set parameters for advertisements, A4 For vertical ad

size is considered to be standard,
as most of the magazines (for industrial
products) use this size.
For magazine advertisements, parameters
shown in the diagrams are recommended.
Testimonial logos should be top aligned
with the mandatory blank space,
around the HAVELLS logo (see diagram).
A distance of 0.5 cm should be left blank
on the three sides (left, right and bottom).
Font size of the company and address
may change as per requirement of the

layout.
However, the font size of the address
should not be less than eight point.
Maximize l Logo applications l Address and logo alignment in ads (with testimonial logos)
To set parameters for advertisements, A4

size is considered to be standard,
as most of the magazines (for industrial
products) use this size.
For magazine advertisements, parameters
shown in the diagrams are recommended.
Testimonial logos should be top aligned
with the mandatory blank space,
around the HAVELLS logo (see diagram).
A distance of 0.5 cm should be left blank
on the three sides (left, right and bottom).
Font size of the company and address
may change as per requirement of the

layout.
However, the font size of the address
should not be less than eight point.
Maximize l Logo applications l Advertisement: old/ new

Old New
Maximize l Logo applications l Advertisement: old/ new

Old New
Maximize l Logo applications l Brochure front

Section 2
Glow signshorizontal
Glow signs vertical
Glow signs regional language
Neon sign
Hoarding
Poster,
Dangler
POS: Bunting

In shop display panel
Office signages
Web site: Home page
Maximize l Logo applications l Glow signs (Horizontal), option 1
In a glow sign of 1’0” height, DEALER’S SHOP

NAME shall be in 95 pt., HelveticaNeueLT Std
bold. Same is applicable for 1’0” x 2’0” to 1’0 x
7’0” size.
If a glow sign is between 1’0”x 1’0” to1’0”x 2’0”

size, then the DEALER’S SHOP NAME shall
be in 60 pt., HelveticaNeueLT Std bold.
A 50% black line of 12 pt. should be used

below the red band, to separate the
DEALER’S SHOP NAME from the Havells
branding.
White space, with gray outline, around logo,

indicates maximum size of logo on a glow sign
(refer guidelines).

1/64th area of a glow sign height.
1/64th+ 1/256th area of a glow sign height.
for dealers name space on a glow sign.
Maximize l Logo applications l Glow signs (Horizontal), option 2
In a glow sign of 1’0” height, DEALER’S SHOP NAME

shall be in 95 pt., HelveticaNeueLT Std bold. Same is
applicable for 1’0” x 2’0” to 1’0 x 7’0” size.
If a glow sign is between 1’0”x 1’0” to1’0”x 2’0” size,

then the DEALER’S SHOP NAME shall be in 60 pt.,
HelveticaNeueLT Std bold.
HAVELLS brand name should not appear

in any regional language on 1: 1 glow sign.
A 50% black line of 12 pt. should be used below the red

band, to separate the DEALER’S SHOP NAME from
the Havells branding.
White space, with gray outline, around logo, indicates

maximum size of logo on a glow sign (refer guidelines).
½ area of HAVELLS logo width(used on a glow

sign),will be the parameter for HAVELLS name in
regional language. Alignment as shown in the drawing.

1/64th+ 1/256th area of a glow sign height.
Maximize l Logo applications l Glow signs (Horizontal)

Maximize l Logo applications l Glow signs (vertical), option 1
In a glow sign of 1’0” width, DEALER’S SHOP NAME

shall be in 60 pt., HelveticaNeueLT Std bold.

A 50% black line of 12 pt. should be used below the red

band, to separate the DEALER’S SHOP NAME from the
Havells branding.
1/64th area of a glow sign width.
1/64th+ 1/256th area of a glow sign width.


Maximize l Logo applications l Glow signs (vertical), option 2
In a glow sign of 1’0” width, DEALER’S SHOP NAME

shall be in 60 pt., HelveticaNeueLT Std bold.
HAVELLS brand name should not appear in any

regional language on 1: 1 glow sign.

½ area of HAVELLS logo width(used on a glow sign),

will be the parameter for HAVELLS name in
regional language. Alignment as shown in the drawing.
1/64th+ 1/256th area of a glow sign width.


1/4th of a glow sign width.
Maximize l Logo applications l Glow signs (vertical)

Maximize l Logo applications l Glow sign

Maximize l Logo applications l Neon sign

Maximize l Logo applications l Hoarding Vertical

Maximize l Logo applications l Hoarding horizontal

Maximize l Logo applications l Hoarding horizontal

Maximize l Logo applications l Poster




Maximize l Logo applications l Dangler

Maximize l Logo applications l In shop display panel

Maximize l Logo applications l In shop display panel

Maximize l Logo applications l Office signage Direction board

Maximize l Logo applications l Office signage – Name plate

Maximize l Logo applications l Office signage – Name plate

Maximize l Logo applications l Office signage – Front name plate

Maximize l Logo applications l
Web site : Home page

Maximize l Logo applications l
Web site : Home page

Section 3
Products
Packaging
Sealing sticker for locking product

Maximize l Logo applications l Product






Maximize l Logo applications l Packaging
When transferred to packaging,

this style maintains its integrity
by the use of proportions and
brand colour. Although no
specifics can be mentioned due
to the vast variety of products in
the HAVELLS portfolio, please
refer to the illustration below that
serves as a guide for packaging
graphics.
Please note that the product in
the package is depicted by a
fullfrontal outline graphic.




Maximize l Logo applications l Sealing sticker for locking product

Maximize l Logo applications l keychain

Maximize l Logo applications l Merchandise

The Growth Catalysts

LOKUS design Pvt Ltd.
17A, Gandharva Apts.
Nr. Mehendale Garage,
Erandwane,
Pune 411 004 India
Tel : 020 25451578
www.lokusdesign.com

Havellsbrandidentitycasestudy 12592180645194 Phpapp02

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© Lokusdesign Pvt. Ltd.

● Havells India Ltd., brief history

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

Predominant Colors Red, Black and white

© Lokusdesign Pvt. Ltd., Pune ,2008

The existing identity of Havells

As observed on the products and ads :

Without the black rectangle

With the rectangle

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

Identify Integrate Innovate Translate Maximize

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

“Every organization brands its

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

Why does Havells need a new brand identity ?

© Lokusdesign Pvt. Ltd., Pune ,2008

• Why are the things different today?

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

What kind of change?

Redefined value More consumer

© Lokusdesign Pvt. Ltd., Pune ,2008

What has changed? Changing needs

From Local Global

© Lokusdesign Pvt. Ltd., Pune ,2008

Identity Change l Simple

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

Inferences from the graph

Key Buying Parameters for

© Lokusdesign Pvt. Ltd., Pune ,2008

Category & Brand Plotting GLOBAL

Brand V/s Position

© Lokusdesign Pvt. Ltd., Pune ,2008

Visual Positioning GLOBAL

© Lokusdesign Pvt. Ltd., Pune ,2008

Key Decision Makers / Influencers

© Lokusdesign Pvt. Ltd., Pune ,2008

Observations about the competitors

Kept unified brand image

© Lokusdesign Pvt. Ltd., Pune ,2008

“Let’s make things better” has served the company

Philips is now looking at the entire brand perspective of

© Lokusdesign Pvt. Ltd., Pune ,2008

The traditional hexagonal symbol was replaced by an open

© Lokusdesign Pvt. Ltd., Pune ,2008

The original Intel logo featuring a lowered

The phrase “Leap ahead” will supplant

© Lokusdesign Pvt. Ltd., Pune ,2008

© Lokusdesign Pvt. Ltd., Pune ,2008

Noticable changes to logo:

© Lokusdesign Pvt. Ltd., Pune ,2008

The new brand is designed to reflect today's Xerox, a

© Lokusdesign Pvt. Ltd., Pune ,2008

The extensive re­branding exercise explored a number of

The lines in the bright orange give it a youthful and

© Lokusdesign Pvt. Ltd., Pune ,2008

The extensive rebranding exercise explored a number of

The form might be seen as a pill the company,

Global Leader Innovative Efficient & Wise Trendsetter EcoFriendly

Innovative Hitech movies

Multiproduct Consumer Oriented