BRAND
GUIDELINES
INTRODUCTION
As a global brand it is imperative that we define and protect our brand identity to ensure that
there is a singularity in the way our brand is viewed. This brand tool kit will help you in your
efforts to maintain a consistency in the usage of the various brand elements of AGC.
We encourage you to get in touch with the AGC brand team incase of any queries or suggestions that you may have for the brand guidelines.
CONTENTS
Visual Identity
04
Key elements
13
– Colour palette
14
– Typeface
16
– Use of graphic device
17
– Use of photographs
18
OUR BRANDMARK
AGC Brand Guidelines
04
OUR BRAND EXPRESSION
We see ourselves as ‘experience specialists’ within the ICT
domain, and use an end-to-end solutions suite, multiple alliance
partners and a multi-geography presence to enable our clients
business requirements. The expression 'Accelerating Business'
captures this ethos for our brand.
The brand expression is a communication asset and should not
be used on any stationary unless there is a specific requirement
for it and has been approved by the brand team.
AGC Brand Guidelines
05
SIGNIFICANCE OF ELEMENTS WITHIN THE LOGO
The brand mark consists of two elements that should ideally not be split up, except in
circumstances explained in these guidelines.
The font is a bold and clear one, to reflect the brands inherent strength in its space.
A white arrow is revealed in the negative space created by the cross to symbolise the
company’s forward thinking nature.
The Plus Mark is a powerful symbol that is integrated into every Essar group company logo.
It connotes the groups positioning — Positive Action.
COLOUR SIGNIFICANCE
FONT SIGNIFICANCE
SYMBOL SIGNIFICANCE
– Forward thinking nature
– Positive Action
– Sophisticated
– Dominant
– Strong
– Dynamic
Formation of arrow
in white space
– Passionate
– Ambitious
– Energetic
– Warmth
AGC Brand Guidelines
06
THE AGC LOGO
The relationship between the AGC script and logotype should
never be altered, nor should they appear independently of each
other, except in circumstances outlined in these guidelines.
PREFERRED USAGE
Positive logo / white background
The AGC logo for use on a white background. Consistency in
usage will enable better brand impact.
Positive logo / colour background
The logo may need to be used against different colour
backgrounds depending on the design requirements. It is
recommended that the background colour you use is from the
AGC support colour palette.
Negative logo / black background
Positive logo/White background — Preferred logo
The AGC logo for use on a black background. The ‘Positive
Action’ sign remains in red and orange. It is recommended that
you use the negative logo only when it is impractical to use the
positive logo for design or aesthetic related reasons.
Negative logo
The logo can also be used as a negative on red or black where
Pantone Cool Grey 6 ‘Positive Action’ sign is white and only in
special circumstances — for example, promotional banners.
DO NOT use this logo on any literature or online
communications without taking the brand team into
confidence. Please contact the brand team for more
clarification.
Positive logo can be used on other background colours from the AGC support colour palette.
Usage of the negative logo on these backgrounds is permissible, but the preference is for the
positive logo.
Negative logo/Black background
Negative logo/Red Pantone 485
background. Use against red cannot be
done without brand team approval.
AGC Brand Guidelines
07
POSITIVE LOGOS FOR PRINT
Use the CMYK logo where the cost of using spot colours is prohibitive.The spot
colour logo can be used for simpler projects such as stationary. Incase the print
is restricted to one colour, the depicted one colour version may be used.
These logos should never be used nor converted for on-screen applications.
4 Colour
Cyan
Magenta
Yellow
Black
Spot Colour
Black
Pantone 485
Pantone 166
Greyscale
Black
One Colour
Black
AGC Brand Guidelines
08
NEGATIVE LOGOS FOR PRINT
Use the CMYK logo where the cost of using spot colours is prohibitive. Incase the
print is restricted to one colour, the depicted one colour version may be used.
These logos should never be used nor converted for on-screen applications.
4 Colour
Cyan
Magenta
Yellow
Black
Spot Colour
Black
Pantone 485
Pantone 166
Greyscale
Black
One Colour
Black
AGC Brand Guidelines
09
FOR ON-SCREEN USE
The RGB logo is use for on-screen communications only. These logos should
never be used nor converted for printed applications.
White background
Red
Green
Blue
Black background
Red
Green
Blue
AGC Brand Guidelines
10
CLEAR ZONES
Various elements such as text, pictures and other graphic elements, tend to eat
into the legibility of the logo. They make the area look busy and therefore take
away focus from the logo.
Clear zones are blank spaces that need to be provided around the logo to avoid
the above problem. They are critical in maintaining legibility of the logo.
The measurement ‘X’ is based on the cap height of the AGC logotype.
X
X
X
X
X
MINIMUM SIZES
The AGC logo should never be reproduced smaller than the measurement indicated. An
Essar Enterprise endorsement should never be smaller than 1/4th the cap height of the
AGC logotype as illustrated below.
X
14mm Minimum size
AGC Brand Guidelines
11
DO’s AND DONT’s
Please follow the rules that have been set out in the guidelines, however there is scope
for you to use your judgement and apply your knowledge for the betterment of the
communication. If at any time you need guidance or advice contact the brand team.
All work that is created for AGC should be signed off by the brand team in advance of
implementation. Use these guidelines as a tool to gain the knowledge and skills you
need to get those details right, and achieve excellence with our brand.
DO
 Follow the guidelines
 Feel free to express yourself
 Check the details
 Have fun!
DON’T
 Change the logo colour
 Change the logo typeface
 Change the logo setup
 Change the logo relationship
 Place the logo, on a
busy background
 Distort the logo
 Use a non AGC font
AGC Brand Guidelines
12
KEY ELEMENTS
In this section we will focus on:
– Colour
– Typeface
– Graphic device
– Photography
These elements will allow you to project the AGC
identity in the correct way by creating
communication that will meet the requirements of
specific marketing briefs.
AGC Brand Guidelines
13
AGC IDENTITY COLOUR PALETTE
A key element of the AGC identity is our corporate colour palette. The colours have been selected to
reflect the values of our brand and to complement the logo.
Please follow the specifications given here for both print and on-screen applications. Illustrated are the
CMYK, Spot, RGB and Hex references for the principal colours used in our identity. Please note that
Pantone update some of their CMYK breakdowns over time, however the CMYK breakdowns shown
should be used in all instances.
Pantone 166
4 Colour Process:
0% Cyan, 64% Magenta,
100% Yellow, 0% Black
Spot Colour:
Pantone 166
Pantone black
4 Colour Process:
0% Cyan, 0% Magenta,
0% Yellow, 100% Black
Spot Colour:
Pantone Black
RGB:
31 Red, 26 Green, 23 Blue
Hex:
#000000
Pantone 485
4 Colour Process:
0% Cyan, 95% Magenta,
100% Yellow, 0% Black
RGB:
255 Red, 102 Green, 0 Blue
Hex:
#Ff6600
Spot Colour:
Pantone 485
RGB:
204 Red, 0 Green, 0 Blue
Hex:
#Cc0000
AGC Brand Guidelines
14
AGC LOGO COLOUR PALETTE
Primary colors
Illustrated are the CMYK, Spot, RGB and Hex references for the principal colours used in our identity.
Please note that Pantone update some of their CMYK breakdowns over time, however the CMYK
breakdowns shown should be used in all instances. The RGB breakdown for Pantone 485 has been
chosen for it’s on screen representation. Please ensure these values are used and not a direct RGB
breakdown of Pantone 485.
Red
Pantone 485
Orange
Black
C: 0%
M: 95%
Pantone 166
C: 0%
M: 64%
Pantone Black
C: 0%
M: 0%
Y: 100%
Y: 100%
Y: 0%
K: 0%
K: 0%
K: 100%
R: 204
R: 255
R: 31
G: 0
G: 102
G: 26
B: 0
Hex: #Cc0000
B: 0%
B: 23
Hex: #Ff6600
Hex: #000000
AGC Brand Guidelines
15
TYPEFACE
The AGC typeface is Helvetica Neue. It should be used for all communications and is available in postscript
and true type formats from most type suppliers.
For any corporate communication you can use four weights - 45 Light, 55 Roman, 65 Medium and 95 Black.
Internal communications uses 45 Light, 55 Roman, 65 Medium and Arial Regular / Bold.
For web applications you may use Arial Regular and Bold.
Internal communications
Corporate
On-line applications
Helvetica Neue 45 Light
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 45 Light
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 55 Roman
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 55 Roman
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 65 Medium
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 65 Medium
ABCDEFGH
abcdefgh
1234567890
Helvetica Neue 95 Black
ABCDEFGH
abcdefgh
1234567890
Arial Regular
ABCDEFGH
abcdefgh
1234567890
Arial Bold
ABCDEFGH
abcdefgh
1234567890
Arial Regular
ABCDEFGH
abcdefgh
1234567890
Arial Bold
ABCDEFGH
abcdefgh
1234567890
AGC Brand Guidelines
16
GRAPHIC DEVICE – THE AGC POSITIVE
ACTION MARK
A distinctive and important part of the AGC identity is the AGC Positive Action
Mark. This can be applied where appropriate over imagery on corporate
literature or as a graphic where imagery is either unavailable or not required.
A POSITIVE
EXPERIENCE...
is when the store assistant not only
locates your favorite supplies
but also finds you the best deals.
Tints
For use as a graphic. Can be used on
white, orange or red backgrounds
Tints
For use on page layouts
AGC Brand Guidelines
17
USE OF PHOTOGRAPHS
When shooting it is important to give a feeling of space and openness. Effort
should be to add drama with unusual angles and tight crops. Ideally the shot
shouldn’t look staged and static. Always capture office life in action, there could
be a conversation happening, a shared joke or an important meeting.
Please use this list as reference for constancy in art direction.
– Interesting crops and angles
– Expressions
– Honest
– Smart
– Confident
– Professional
– Efficient
– Capture moments
– Engaged
– Cover all verticals
– At ease
AGC Brand Guidelines
18
An Essar Enterprise. Copyright 2012, AGC Networks Limited. All rights reserved.
If you have any questions about the brand guidelines, or simply wish to reach out to us for any other
information, you may do so by mailing us at info@agcnetworks.com.
AGC Brand Guidelines
19