Edition – January 2011

ICICI Group Corporate Brand Guidelines

Edition – January 2011

The Brand Guidelines has been formulated to maintain a consistent image of ICICI Bank in the minds of its customers.
Hence it is very important that all personnel follow these guidelines while designing any communication material.

Brand Values 2

Logo unit – the Identifier 3

Corporate Colour Palette 5

Logo against different backgrounds 6

Corporate Fonts 7
INDEX 8
Creative Guidelines
Model Selection 10

Guidelines for ATL 11

Guidelines for Online 15

Guidelines for BTL 17

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Edition – January 2011

The ICICI Group personifies a new age financial services organisation

through its progressive brand values:

- Customer centric
- Empathy
- Transparency
- Convenience
BRAND VALUES
These Brand values represent the very essence of ICICI Bank – as a
company, as a brand and as a group of individuals. Therefore it is
essential that these values are reflected in all our communication.

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LOGO UNIT – THE IDENTIFIER

I-man + ICICI is the ‘Identifier’ of the group and it’s group companies and
products.

The ‘i’ in the ‘I-man’ stands for the numero uno position that the ICICI Group
strives to achieve and also symbolizes the strong human focus of the ICICI
Group.

- The ‘I-man’ should always be placed before ‘ICICI’ in the ‘Identifier’.

- The ‘I-man’ can be used in isolation only when the environment in which the communication is placed is ICICI
Branded

Distance between I-Man and ICICI

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Edition – January 2011

‘ICICI’ in the ‘Identifier’ should be base aligned with ‘I-man’ (aligned with the longer leg of the ‘I-man’) except on fascia and
JV logo, where both the partners’ logo needs to be incorporated. A simple rule of thumb is to check that height of ‘ICICI’
should be up to the neck of the ‘I-man’

Smallest permissible size

The minimum dimensions of ‘I-man’ are 7 mm for offset printing.

To maintain consistency while using the ‘Identifier’, it is recommended that:

o The ‘Identifier’ or any logo should not be recreated. Always obtain a fresh copy available on the Universe.
o The ‘Identifier’ should not be distorted/stretched or confined in a shape/border.
o The ‘Identifier’ should not be positioned diagonally or at an angle or combined with lines or other typographical design
elements.
o The ‘Identifier’ should not be used at an angle other than the standard horizontal orientation.
o The ‘Identifier’ should not be used in line with text as a part of copy, however if that text is the only branding of ICICI in
the communication, identifier can be used as a part of the text.

All conceivable ICICI Group and ICICI Bank Product logos have been uploaded on the Universe, however if any are missed
out, the product/marketing teams are requested to get in touch with the Corporate Brand Group for creation of the same.

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Edition – January 2011

CORPORATE COLOUR PALETTE

Our corporate colours have been chosen to reflect the core values of the ICICI Group:

- Orange – Colour of Dynamism

- Maroon – Colour of Warmth
- Blue – Colour of Trust and Depth
- White – Colour of Ethics
- Grey – Colour of Stability

The Corporate Vignette:

The corporate vignette is a vignette of maroon to orange bottom up in 1:1 ratio.

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Edition – January 2011

LOGO AGAINST DIFFERENT COLOUR BACKGROUNDS

- It is recommended that the logo is placed on the corporate vignette (maroon to orange bottom up).

- It can also be used on other brand colours, namely: White, Grey and Blue.

- If the background colour is Corporate Grey or White, it should flow into the ‘I-Man’; however against a
dark background, there should be a cut-off in the base of the ‘I-Man’ and the ‘I-man’ should be filled
with White.

- While reproducing the logo, If the background colour is dark (eg., dark TV screen, gift boxes, etc.), the text ‘ICICI
Bank’ should be White, the inner oval in the ‘I-man’ should be Maroon, the outer oval Orange and the ‘I-Man’
should be White.

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Edition – January 2011

CORPORATE FONT

- Zurich BT is the corporate font for ICICI Group

- The text and numerals in all communication should always use only Zurich family fonts

- Exceptions:
o Arial family fonts can be used for online communication in html formats – Arial being the ‘most web safe’
font.
o Comic sans MS for communication aimed at kids – eg for ‘Young Stars Account’.
o In numeric, round shaped dot of Times New Roman “.” will replace the dot “.” of Zurich BT for decimal in
case the same is being used in headlines

- For all regional languages the following sans serif fonts should be used:

Language Font used Language Font used

Assamese SHREE-ASS-0564E Marathi SHREE-DEV-0715E
Bengali SHREE-BEN-0564E Oriya SHREE-ORI-0602E
Gujrati SHREE-GUJ-1120E Punjabi SHREE-PUN-0952E
Hindi SHREE-DEV-0715E Tamil SHREE-TAM-1316
Kannada SHREE-KAN-0899 Telugu SHREE-TEL-1644
Malayalam SHREE-MAL-0520

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Edition – January 2011

CREATIVE GUIDELINES

General guidelines – Common across all media

- The communication should be in good taste with gentle and warm emotions
- The message should be upfront and simple to understand. Pre-testing of the concept is advisable
- Headline and visuals should be coherent with each other and with the message in the communication
- All communication should be referred to the Corporate Brand Group through FCRM for approvals

Logo
- In all creatives the logo should be at least 1/3rd the width of the creative, incase the creative is placed on our
website the width of the logo can be 15% of the width of the creative
- There should be no clutter around the logo
- In co-branded communication, while using the ICICI Bank logo, the height of the ‘I-man’ should equal or greater
than the height of the partner logos

Colour

- Black should not be used as a background except for ‘Wealth Management’ communication
- In all communication headline text should not be Black
- The colours pin, yellow, green and red can be used in natural settings/images or in relatively smaller proportions,
however they cannot be used as predominant colour of the creative
- The colour purple and shades of blue that are used by competition like Citibank, SBI, Standard Chartered should
not be used in any communication
- Orange text should not be used on white background

Copy

- The copy should be concise and readable

- All English communication should use ‘UK English’

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- Except in Online medium, copy in the creative should be justified

- The 'call to action' should be clearly indicated and prominent in all communication

- In all promotional communication, the ‘Offer period’ should be clearly mentioned

- All promotional communication should be accompanied by 'Terms and Conditions Apply' as prescribed by the
Legal Team
- All third party/JV partner communication should have the 'Arms length’ disclaimer as prescribed by the Legal Team

Visual
- The overall look of the creative should be bright, upscale and aspirational
- All communication should have a clean, clutter-free layout
- Chosen images should be suitably modified to incorporate corporate colours
- Use of cartoon characters and caricatures should be avoided unless specifically approved by Corporate Brand
- Brand names that might appear randomly in stock images should be masked
- While representing currency, the National Emblem and Gandhiji’s face should be masked.
- There should be no breaking items or damaging of objects or depiction of violence
- No religious symbols and emblems should be used

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Model Selection

- Models should represent ‘real’ people, yet be aspirational for the group
- Young and modern but not funky looking
- Pleasant in appearance
- Model costumes should be in corporate colours. Avoid yellow, green, pink & purple colours for costumes
- Models playing senior citizens should be fit, sprightly and pleasant looking
- Selection of child models should follow the same guidelines as male/female models in terms of their look and
colour of costumes

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Model Attire and Accessories

Male Models Do’s Male Models Don’ts

- If formally dressed, the dress code - Funky hairstyles and tattoos

specification of formal dressing should be - Body piercing
followed (matching belts, shirt and suit, etc.) - Tight t-shirts with whacky messages
- Only a watch, ring or a light chain around the - Torn jeans
neck should be worn as accessories by male - Excessive jewellery
models
Female Models Do’s Female Model Don’ts

- Indo-western dress code preferred - Figure hugging clothes

- Conservative western casuals - Unnecessary body piercing
- Kurti and jeans/ Trousers with shirt/t-shirt - Body part exposure
- Full length skirts
- Neat hairstyle
- Mangalsutra, Sindhoor for models
depicting married women

Guidelines for ATL Media

I Print

a. The headline should be clear and should carry the primary message
b. The logo should be placed on the corporate vignette as the background
c. To maintain consistency in reproduction of the Corporate Orange and the Corporate Vignette, the following
specifications should be maintained for Orange while printing on various materials:

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Edition – January 2011

Flat Orange Orange in Vignette

Paper
C M Y K C M Y K
Art paper - Glossy 0 75 100 0 0 70 100 0
Art paper - Matte 0 75 100 0 0 70 100 0
Newsprint White 0 70 100 0 0 65 100 0
Newsprint Pink 0 70 100 0 0 65 100 0
Maplitho 0 70 100 0 0 65 100 0

II Outdoor

a. Headline should clearly highlight the proposition

b. Should have a maximum of 12 words other than the call to action
c. Logo should appear on the right hand side facing the road and on the corporate vignette
d. Avoid text that is too bold or too thin
e. All outdoor communication should use sentence case for text keeping adequate spacing between the letters
f. To maintain consistency in reproduction of the Corporate Orange and the Corporate Vignette, the following
specifications should be maintained for Orange while printing on various materials:

Flat Orange Orange in Vignette

Outdoor Material
C M Y K C M Y K
SAV/ Vinyl 0 65 100 0 0 60 100 0
Front Lit Flex 0 75 100 0 0 70 100 0
Back Lit Double Sided
print 0 75 100 0 0 60 100 0

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Edition – January 2011

III Radio

a. Scripts should have clear branding and call to action.

b. The signature jingle should run throughout the length of the commercial.
c. Versions of the signature jingle may be created based on the original notes as may be required for each
creative. All such versions should be referred to the Corporate Brand Group for approval.
d. For the VO, a Male voice is preferred.
e. The VO artist for all commercials released in India should have an Indian accent.
f. Reference to the brand name should be full and complete viz., ICICI Bank, ICICI Bank branch, ICICI Bank
Credit Cards rather than ICICI, ICICI Branch, nearby branch, ICICI Credit Cards.

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Edition – January 2011

IV Television

a. Branding elements should appear throughout the length of the commercial through colours and logo
presence in natural settings (through elements like, pop, branch/ATM fascia, etc)
b. Brand name should appear in first 7 sec of the commercial
c. Brand name should appear at least thrice during the length of the commercial.
d. A brand or thematic film should have the signature tune running throughout the length of the commercial.
e. The master film for the promotion driven commercial of 20-30 seconds should have the signature tune for at
least 7 seconds while a 10- 20 second edit should have the signature tune for at least 4 seconds.
f. The last frame of the commercial should have the signature vignette with logo of the product, call to action
and signature tune.
g. The last frame of the commercial should continue for at least 10% of the duration of the commercial for a
minimum of 4 seconds and maximum of 10 seconds..
h. The reference to the brand name should be full and complete viz., ICICI Bank, ICICI Bank branch, ICICI Bank
Credit Cards rather than ICICI, ICICI Branch, nearby branch, ICICI Credit Cards.
g. The voice should be Indian accent for all the commercials released in India.

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Edition – January 2011

Guidelines for Online Media

The Online medium is a very dynamic medium and has a huge scope for interactivity. Thus all online communication
should not be a mere resizing of offline creatives but adapt it to be more interactive and dynamic. The Guidelines for
online communication remain the same as the general creative guidelines in terms of colours, fonts, messaging and
imagery. However some specific points to note are as follows:

I E-mailers
a. The logo band in all emailers should be on the top
b. The emailer should have a clean clutter free layout with concise readable copy
c. All e-mailers should be personalised & customised – Targeted
d. Urge the recipient to respond ASAP but the tonality should be non-colloquial
e. Lead capture forms if any to have max 6 – 8 fields

II Web Banners
a. A banner should always lead to a landing page with details about the product/service/offer
b. Offer period/ last date to be highlighted
c. Should have a maximum of 12 words other than the call to action
d. For animated/multi-frame banners:
ƒ Should have 3 or maximum 4 loops/frames
ƒ Each loop/frame not more than 10 seconds
ƒ Last frame to have call to action

III Landing Pages:

a. The Landing page should have a clear connect with leading banner/emailer in terms of message as well as
look and feel
b. Landing pages should generate conversion by persuading visitor to take a particular action eg. Apply,
register

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To maintain consistency in reproduction of the Corporate colours, the following specifications should be
maintained for all online communications:

Blue Maroon Orange Grey

R 5 151 231 209
G 60 41 120 207
B 109 30 23 187

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Edition – January 2011

Guidelines for BTL

I Posters:
a. The headline should have maximum of 8-10 words
b. Should not be verbose or copy heavy for easier readability and better comprehension of the message
c. Call to action for in-branch posters should be: “…contact our branch executive”
d. The bottom vignette should be exactly 20% of the height of the creative
e. All branch posters should follow the following template:

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Edition – January 2011

II Leaflets / Brochures
a. Logo should be on the front side of the leaflet
b. Should not be verbose or copy heavy for easier readability and better comprehension of the message
c. Clear layouts with well drawn sections for each set of communication element preferred

III Standees
a. Logo to be on the top
b. All information should be at least 1 foot above the ground except disclaimers or terms and conditions

IV Banners
a. Banners should have a maximum of 10 words other than the call to action.
b. Should not be verbose or copy heavy for easier readability and better comprehension of the message.
c. Essentially banners serve as an outdoor medium of communication, thus the all guidelines for outdoor
communication should be followed

V Backdrops
a. Logo should be on the top
b. All relevant information should be 5-6 feet above the ground for the same to be viewed from a distance
above the people standing in front of the backdrop
c. Apart from the logo and headline/event name there should be no text on the backdrop

VI Gates Panels
a. All information should be at least 2 feet above the ground
b. Key message should be on the mast of the gate panel
c. There should not be more than 10 words on each pillar
d. The message and layout on both pillars should be in sync with the message and layout on the mast of the
gate panel

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