BRAND
GUIDELINES
©2017
1 XL PT XLGuidelines
Brand Axiata. All rights reserved
Brandmark Brand Elements
Brandmark
Consistent and scalable
Whilst optimising the previous brandmark’s meaning and recognition,
our new brandmark is now much easier to apply in application, both
online and offline, and reinforces our principles of consistency and
simplicity. It works equally effectively as a tiny icon, just as it does
painted huge on the side of a wall.
8 XL Brand Guidelines
Brandmark Brand Elements
Brandmark
The XL Brandmark can be scaled to any size and translate The minimum size for the XL
to any platform. It appears visually consistent in motion, Brandmark is 12mm for print
print, digital and must always be featured prominently. & 100px for digital applications.
To achieve this, we have set a minimum Clear Space for
the XL Brandmark, which is 1/4X all round.
Print Digital
1/4X 1/4X
12mm
1/4X 1/4X
100px
The minimum clear space is defined by
an ‘x’ height where ‘x’ is the height of the
XL brandmark
9 XL Brand Guidelines
Optimised Version Brand Elements
Brandmark
Artwork folder: XL_Brandmarks_2016
In digital applications, the XL Brandmark
works best from 100px upwards. From
24px to 100px the optimised version
should be used as a logical replacement.
50px
75px
100px
Restricted Size
0px
Optimised Brandmark
24px
Default Brandmark
100px
10 XL Brand Guidelines
Brandmark Versions Brand Elements
Brandmark
These are the only approved 01. Full Colour 02. Reverse Full Colour 03. Greyscale
colour variations for our brandmark.
To preserve integrity of our brandmark
and to reinforce our brand, do not alter
the colours in any way.
Whenever possible, use the Full
Colour versions of the brandmarks
(01 and 02). When printing in full
colour is not possible, for instance in
newspapers, use the Greyscale versions
(03 and 04) instead.
There is also a solid black and white
version of the brandmark (05 and
06). This is reserved for use in special 04. Greyscale on Black 05. Black 06. Reverse White
circumstances when the brandmark is
reproduced through silkscreen, etching,
foil blocking, and embossing. Also use
this version for usage against any non-
brand colured backgrounds or images.
11 XL Brand Guidelines
Dos & Don’ts Brand Elements
Brandmark
For maximum impact, the XL Brandmark Under no circumstance should the logo
must not appear on a background that will be changed or misused in any way and
diminish or weaken its visibility. always use the supplied final artwork in all
applications.
Whenever possible always …or the reverse full colour Do not place the brandmark Please use the reverse Do not change the colours Do not stretch or distrort the
use the Full Color brandmark version against the XL Royal against a busy background white brandmark against a of the brandmark brandmark
against a white background… Blue background image which will effect it’s busy background image, to
visibility maintain it’s visibility
Do not apply additional Do not place the Full Colour Do not place the Reverse Full Do not place an outline Do not rotate or skew the Do not separate the
shading or surface finishing brandmark against any other Colour brandmark against around the brandmark brandmark elements which make up
effects to the brandmark background colour other any other background colour the brandmark
than white except XL Royal blue
12 XL Brand Guidelines
Colours Brand Elements
Brand Colours
Colour is a fundamental yet powerful tool Primary Brand Colours
that we can utilise to reinforce and bring
the XL brand to life. Each of our colours
has its own specific set of formula
breakdowns which should be followed
consistently for accurate print reproduction
and screen display.
The Primary XL brand colour palette
consists of XL Royal Blue and XL Bright XL Royal Blue XL Bright Turquoise
Turqoise. Pantone 2146 Pantone 339
C100 M80 Y0 K0 C80 M0 Y58 K0
The Secondary XL brand color palette is R0 G45 B187 R0 G210 B160
#002dbb #00d2a0
to be used sparingly for call-to-action
texts, supporting captions and graphics,
and lower level information throughout
our communications. Secondary Brand Colours
XL Cyan
XL Yellow
C65 M0 Y0 K0 C00 M00 Y100 K00
R32 G196 B244 R255 G242 B0
#20c4f4 #fff200
13 XL Brand Guidelines
Colours Brand Elements
Brand Colours
The Tertiary XL brand colour palette is Tertiary Brand Colours
also available to support the Primary and
Secondary colours in design applications. XL Grey
XL Green XL Pink XL Orange
It should only be used in specfic C25 M5 Y10 K0 C50 M0 Y98 K0 C0 M90 Y0 K0 C0 M80 Y94 K0
circumstances (see below) and should not R189 G217 B223 R141 G198 B66 R238 G61 B150 R241 G90 B42
replace the Primary and Secondary colours. #bdd9df #8dc642 #ee3d96 #f15a2a
Specific applications include:
• Starter Packs
• Digital Content Illustrations
(see page 81 examples)
• DL Flyers - to address the package
pricing categories, in conjunction with
the Starter Packs (see Flyer example
on page 74 in Brand Applications)
14 XL Brand Guidelines
Fonts Brand Elements
Fonts
Larger
We have a distinct typographic style and 01. FS Joey Heavy, for all headlines
expression, based on format, function,
and purpose. These are the typefaces of
our brand.
than life
FS Joey Heavy (01) and the Museo
Sans font family (02) can be found and
purchased online at www.fontsmith.com
02. Museo Sans, for all sub-headers and body copy
Museo Sans for the body copy. It comes in different
weights, very well suited for most displays.
Museo sans 900 Museo sans 700 Museo sans 500
Heavy Bold Regular
Museo sans 300 Museo sans 100
15 XL Brand Guidelines
Light Extra Light
Typography Brand Elements
Typography
Typography is always ranged left and in When setting body copy, the body column
sentence case. This provides the eye with width should ideally be between 7-9 words
a constant starting point for each line, long. To ensure legibility and consistency
making text easier to read. When typesetting on all communications, please follow the
headlines, size should be at least 75% larger typography settings below.
than the body copy with -20 tracking.
Sekarang, bisa!
Headline
FS Joey Heavy
Tracking -20
Bodycopy
Extra nelpon selama 20 menit ke semua Museo Sans 500 (Bodycopy)
operator dengan isi ulang Rp 50rb. Museo Sans 900 (Bodycopy -
specifically for CTA/Price)
Numbers / Features
Rp
90rb 50GB
Museo Sans 900 Museo Sans 900
Museo Sans 900 Museo Sans 900
Museo Sans 300 Extra kuota 4G Museo Sans 300
16 XL Brand Guidelines
Typography Brand Elements
Typography
The same typography settings apply
when used on the XL Royal Blue
as a background, apart from the choice
of colours, which is stated below.
Sekarang, bisa!
Headline
FS Joey Heavy
Tracking -20
Bodycopy
Extra nelpon selama 20 menit ke semua Museo Sans 500 (Bodycopy)
operator dengan isi ulang Rp 50rb. Museo Sans 900 (Bodycopy
- specifically for CTA/Price),
which when placed on the XL
Royal Blue background colour,
should always be set in XL
Yellow.
Numbers / Features
Rp
90rb 50GB
Museo Sans 900 Specifically Museo Sans 900
for CTA/Price,
which when
Museo Sans 900 placed on the Museo Sans 900
XL Royal Blue
Museo Sans 300
background
colour, should
Extra kuota 4G Museo Sans 300
always be set
in XL Yellow.
17 XL Brand Guidelines
