01


COLOUR


Corporate Colours

Corporate Colour is a significant and prominent element within the brand signature system. Therefore, proper use of corporate colours is crucial to the integrity of the brand expression

Primary colours
Axiata Blue and Axiata Red are Axiata’s primary colours. They should be the colours used most prominently with at least 50% usage in all communications.

Prism colours
Apart from the Axiata Red, Axiata Gold, Axiata Orange, Axiata Red Orange, Axiata Purple and Axiata Magenta make up the Axiata’s prism colours. They can be used as the alternative colours in communications though the primary colours usage is more advisable.


Axiata Blue
Pantone 280C
C100 M80 Y0 K0
R22 G67 B150
Hex #164396
Axiata Red
Pantone 207C
C0 M100 Y60 K20
R196 G13 B66
Hex #C40D42
Axiata Gold
Pantone 7406C
C0 M30 Y90 K0
R253 G185 B52
Hex #FDB934
Axiata Orange
Pantone 130C
C0 M50 Y100 K0
R247 G148 B30
Hex #F7941E
Axiata Red Orange
Pantone 158C
C0 M80 Y100 K0
R241 G90 B34
Hex #F15A22
Axiata Purple
Pantone 2425C
C50 M100 Y20 K20
R123 G27 B103
Hex #7B1B67
Axiata Magenta
Pantone 205C
C0 M90 Y20 K0
R238 G62 B128
Hex #EE3E80


Secondary Colours

The secondary colour palette consists of a light colour range and gradient colour range. Both ranges apply to the prism fabric, but only the primary colour ranges applies to the brand signature.


Axiata Denim
Pantone 5405C
C65 M40 Y20 K0
R102 G137 B171
Hex #6689AB
Axiata Turquoise
Pantone 3125C
C70 M0 Y20 K0
R25 G190 B207
Hex #1DBECB
Axiata Green
Pantone 383C
C35 M0 Y100 K0
R179 G211 B53
Hex #B3D335
Axiata Peach
Pantone 178C
C0 M75 Y55 K0
R242 G102 B100
Hex #F26664
Axiata Silver
Pantone 537C
C10 M0 Y0 K20
R186 G202 B211
Hex #BACAD3
Axiata Grey
Pantone 445C
C15 M0 Y0 K65
R99 G113 B122
Hex #63717A


Corporate Colour Usage On Brand Signature

The corporate colours have been specially chosen to differentiate Axiata as unique and contemporary. The reproduction of these colours must visually match the colour in this section.

The diagram on this page shows how the corporate colours are used on the brand signature.





Corporate Brand Signature in Pantone

The corporate colours have been specially chosen to differentiate Axiata as unique and contemporary. The reproduction of these colours must visually match the colour in this section.

The diagram on this page shows how the corporate colours are used on the brand signature.



PANTONE

280C

PANTONE

7406C

PANTONE

130C

PANTONE

158C

PANTONE

2425C

PANTONE

207C

PANTONE

205C
02


TYPOGRAPHY


Axiata Typeface

Typography is an important part of our brand. The consistent use of our typeface allows audiences to quickly recognise materials from Axiata.

We have created a special typeface only available to Axiata and its operating companies.

The Axiata typeface is the primary English typeface and should be used whenever possible, in every communication.






Alternative Typeface for Special Situations

Arial is an acceptable substitute in situations where the Axiata typeface can not be used because of technical issues, as on web site and staff badges.



03


PHOTOGRAPHY


Photography Style

The Axiata brand uses photography to build upon a theme or to communicate an idea. The image style is exclusively meant to feature people and/or product shot on a fresh, vibrant and simple background. Please try to avoid choosing images with busy and complicated environment.

Based on the intended messaging, we can depict the photography scenarios in different ways:



Warmth

The photography chosen should bring out the warmth and/or human interaction

Connectivity

Images should showcase the positive impact of connectivity towards people

Innovation & Technology

To depict the interaction between our subject and the technology featured

Realistic

It must depict scenarios that are real to life, rather than staged or posed



Diversity

With our regional footprint, we can portray the diversity and richness of lives impacted by our presence



Application of Photography Style

In order to ensure that the brand does not deviate from its standard, specified visual attitude, set out here are a few things to avoid while selecting images for communication.


Avoid choosing images with busy and complicated environment.

Avoid using imaginary through the reflection of glass or shine of any sort. Nothing should distract the focus away from the chosen images.

Images should never have motion blur as to not take away from the focus of the visual

Ideally the imagery should not show the back of the talent

04


ILLUSTRATION


Example of Vector Illustration



Ideally the imagery should not show the back of the talent





Visuals without solid backgrounds





Character design & illustration



Illustration Identity

Illustration is a powerful creative tool that plays an important role in the overall Axiata brand identity. Using the right illustration style, personality, and colour is key.

Best applied in today’s digitised era, it is advised to use the flat design vector-based illustration combined with the Axiata primary and/or secondary colours in all its digital communication touchpoints.




Application

By following these guidelines, Axiata continues to have a distinct and recognisable approach to illustration.

  • Vector-based illustrations should be presented in a simple, clear, and coherent manner to avoid visual clutter.
  • Vector-based illustrations should hold true to the brand’s identity with the application of drop shadows/shades to create depth.
  • Solid background colours must be of the Axiata primary and/or secondary colours to hold visuals in place.
  • The brand’s primary and secondary colours must always be present and prominent in all visual communications.



Do not use any 3D vector.

Do not use any outline vector.

Do not use glowing/neon vector.

Do not use any gradient vector.

Do not use pixelated vector.

To preserve and reinforce the Axiata illustration style, never use any of the examples shown.

Although the examples do not represent every misuse, they do illustrate some common mistakes that must be avoided when creating illustrations for the brand.