Maxis brand guide. Print guidelines. Version 1.0
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1 Maxis brand guide Print guidelines Version 1.0
2 Core elements Colours Colour palette - print Squiggle exists only in one colour. Maxis Shock Green. This is the primary, go-to colour and should be the most apparent one in your artwork. This is best done by applying it to the Squiggle Shapes. For graphics and text, we have prepared a spectrum of secondary and highlight colours. Use these to compliment your artwork and to highlight promotions, graphics and text. (Got it?) Maxis Shock Green C40 Y100 C 100 M 0 Y 70 K 70 C 95 M 0 Y 95 K 0 C 85 M 0 Y 0 K 0 Maxis Shock Green Pantone 375 C 67 M 33 Y 100 K 21 C 21 M 0 Y 100 K 0 C 40 M 0 Y 100 K 0 C 67 M 30 Y 100 K 0 C 100 M 95 Y 0 K 0 C 0 M 100 Y 0 K 0 Primary Secondary Highlight
3 Core elements Typography How our voice looks Aaux Next is the face of the Maxis voice. From impressive headlines to delicate terms and conditions, it gets our message across beautifully. It is modern, clean and simple. Works great on PC, Mac and Web-based environments too. Light Regular Medium SemiBold Bold Black Aaux Next Aaux Next Aaux Next Aaux Next Aaux Next Aaux Next
4 Core elements Typography How our voice looks Headline, subheads and body copy all deserve their respective attention and here s how to represent the Maxis voice in fonts. Hairline abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Light italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Bold italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Hairline italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Regular italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Black italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Thin abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Medium italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Ultra abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Thin italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() SemiBold italic abcdefghijklmnopqrstuvwxyz ABCDEav*() Ultra italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTU VWXYZ !@%and*() Headline Subhead Bodycopy Bold Medium Regular Black SemiBold Ultra
5 Core elements Maxis logo Protecting the icon and logo The full-colour Maxis logo occupies a white box with a clear space of 1.5 Squiggle surrounding it. Note: The green band beneath the logo is present only when the logo appears on print materials. x = height of Squiggle 1.5x
6 Core elements Maxis logo Protecting the icon and logo print Print Here s how the Maxis logo appears in a print ad. Height 22 = x (logo size) Height 12 = x (logo size)
7 Introduction Maxis logo Protecting the icon and logo print Print materials Here s how the Maxis logo appears in print materials. = X = X = X = X
8 Introduction Typography Proportion and sizing Typography calculations Once you have fixed the size of the Maxis logo on your print material, use Squiggle s height to determine the sizes of all text. Headline The minimum height is 40% of Squiggle. When this is not possible, the headline can be sized in the range between 40% and 50%. Please use only Bold or SemiBold. Subhead This is 50% of the point size used for the headline. Body copy This is 25% of the point size used for the subhead. For print ads, minimum body copy size is 12 pt. 100% of Squiggle 50% 40% 5%HS B
9 Introduction Typography Proportion and sizing Typography calculations We understand there will be exceptions to every rule. When that happens, use your trained eye and allow a +/- 10 pt variation for the headline or subhead, and +/- 2 pt for the body copy. Lorem Ipsum Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Headline 40% of squiggle Leading Subhead 50% of headline 50% of headline
10 Introduction Typography Proportion and sizing Example Here s how the text would look like in an example of a full page print ad. Lorem Ipsum MaxisONE Plan Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia 1 Internet plan. 0 limits at home, consequuntur magni dolores and on-the-go. eos qui ratione voluptatem sequi nesciunt. Maxis brand guide_print guidelines_version Version 1.0
11 Kitchen Sink Kitchen Sink Our communications will always have a tactical or promotional message, or important value propositions that we want to highlight. Place them in the kitchen sink. (It s neater this way.) Kitchen Sink type 1 The default. Use when the promotion has a main highlight. Kitchen Sink type 2 Use when there is no main highlight. Maxis brand guide_print guidelines_version Version 1.0
12 Kitchen Sink Kitchen Sink Typography calculations Based on the size of the Maxis logo on your print material, use Squiggle s height to determine the size of all text. Again, you should use your trained eye and allow a +/- 10pt variation, if needed. Print & collateral Print & collateral ruler Kitchen Sink Headline 40% of Squiggle 100% of headline P Promo highlights 30% of the main headline Subhead 50% of headline Body copy 12pt HS 19% of headline H S Subhead(k) B Header(k) 70% of the main headline 50% of the main subhead Body copy(k) 50% of the subhead(k) 70% of headline
13 Kitchen Sink Kitchen Sink Typography and clear space Here s a chart to help you calculate the text size and clear space for the Kitchen Sink. Use the Maxis logo s height to determine the text size and Squiggle from the Maxis logo to determine the clear space around it. Kitchen Sink type 1-3 promo + 1 highlight Header(k) 70% of the headline (print) Leading(k) Subhead(k) Leading(k) Body copy(k) 25% of body copy 50% of Subhead (print) 50% of Subhead(k) 50% of Subhead(k) max. 9pt XX Calls to any number any time, every day XX SMS to any number any time, every day XX Internet after 2GB high-speed quota is reached. + XX Save RM XXmth Kitchen Sink type 2-4 promo Header(k) 70% of the headline(print) XX XX XX XX Leading(k) Subhead(k) Leading(k) Body copy(k) 25% of body copy 50% of Subhead(print) 50% of Subhead(k) 50% of Subhead(k) max. 9pt Calls to any number any time, every day SMS to any number any time, every day Internet after 2GB high-speed quota is reached. Save RM XXmth
14 Kitchen Sink Kitchen Sink type 1 Box width calculation Box width for Kitchen Sink depends on copy width as long as minimal clear space is followed. Kitchen Sink type 1 Remember to use Squiggle from the Maxis logo to determine the clear space. XX Calls to any number any time, every day XX SMS to any number any time, every day XX Internet after 2GB high-speed quota is reached. + XX Save RM XXmth BOX WIDTH depends on the copy
15 Kitchen Sink Kitchen Sink type 1 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 1. The width of the copy must NOT exceed the width of the Kitchen Sink promo Transparent or reverse highlight Using Maxis colour palette
16 Kitchen Sink Kitchen Sink type 1 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 1. The width of the copy must NOT exceed the width of the Kitchen Sink highlight Reverse, with promo colours highlight When the highlighted promo does not sit at the end
17 Kitchen Sink Kitchen Sink type 1 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 1. The width of the copy must NOT exceed the width of the Kitchen Sink. 1+1 highlight With promo colours 1 promo In reverse or transparent
18 Kitchen Sink Kitchen Sink type 1 Close-up and clear space Here s a closer look. (No need to squint.) promo
19 Kitchen Sink Kitchen Sink type 1 Close-up and clear space highlight
20 Kitchen Sink Kitchen Sink type 1 Close-up and clear space highlight
21 Kitchen Sink Kitchen Sink type 1 Close-up and clear space highlight
22 Kitchen Sink Kitchen Sink type 1 Close-up and clear space highlight
23 Introduction Kitchen Sink type 1 Close-up and clear space 1 promo
24 Kitchen Sink Kitchen Sink type 2 Calculation Box width for Kitchen Sink depends on copy width as long as minimal clear space is followed. 4 promo Remember to use Squiggle from the Maxis logo to determine the clear space. XX Calls to any number any time, every day XX SMS to any number any time, every day XX Internet after 2GB high-speed quota is reached. XX Save RM XXmth BOX WIDTH depends on the copy
25 Kitchen Sink Kitchen Sink type 2 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 2. The width of the copy must NOT exceed the width of the Kitchen Sink. 4 promo Transparent or reverse highlight Using Maxis colour palette
26 Kitchen Sink Kitchen Sink type 2 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 2. The width of the copy must NOT exceed the width of the Kitchen Sink highlight Using Maxis colour palette highlight When the highlighted promo does not sit at the end
27 Kitchen Sink Kitchen Sink type 2 Examples Here are some ideas of how the Maxis colour palette is used in Kitchen Sink type 2. The width of the copy must NOT exceed the width of the Kitchen Sink. 1 promo + 1 highlight Using Maxis colour palette 1 promo In reverse or transparent
28 Kitchen Sink Kitchen Sink type 2 Close-up and clear space 4 promo
29 Kitchen Sink Kitchen Sink type 2 Close-up and clear space highlight
30 Kitchen Sink Kitchen Sink type 2 Close-up and clear space highlight
31 Kitchen Sink Kitchen Sink type 2 Close-up and clear space highlight
32 Kitchen Sink Kitchen Sink type 2 Close-up and clear space 1 promo + 1 highlight
33 Introduction Kitchen Sink type 2 Close-up and clear space 1 promo
34 Photography treatment Photography Photography guidelines The image, whenever possible, should tell a story. Use these key words to guide you: Positive. Real. Just like how life should be. The subject should never be overwhelmed by the background. Ensure no visual clutter. Mantain a sense of balance to the overall composition.
35 Photography treatment Photography Photography notes The general rule is avoid dark, saturated, moody pictures. Moody is a feeling not a tone as demonstrated here. The visual on the right has a dark background but the subject is cheerful.
36 Photography treatment Photography Squiggle and photography White Squiggle Shape can only be used on a green background. Squiggle don t Squiggle do
37 Photography treatment Photography Squiggle and photography The Squiggle in the Squiggle shape should always stand out. If it appears to melt into the background, adjust the lighting of the overall picture until Squiggle becomes prominent.
38 Bringing Introduction it all to life Print ads Thematic print ads with and without image This is how thematic print ads should look. All rules regarding Squiggle still apply. Headline and subhead copy should be contained within the Squiggle Shape. Lorem Ipsum Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.
39 Introduction Bringing it all to life Print ads Tactical print ads with 1 device The phone should always be the hero. You can consider using the default wallpaper from the phone to create a background with visual texture.
40 Introduction Bringing it all to life Print ads Tactical print ads with more than 1 device With so many phones competing for attention, keep the background clean and uncluttered, and preferably in a flat colour. It doesn t always have to be graphics. A textured background works as well. Make sure the phone details and promotional messages are clear and legible. Lorem Ipsum Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt.
41 Bringing it all to life BTL Poster With so many phones competing for attention, keep the background clean and uncluttered, and preferably in a flat colour. A textured background works as well. Make sure the phone details and promotional messages are clear and legible. Headline and subhead copy should be contained within the Squiggle Shape. Place the promo details in the Kitchen Sink.
42 Bringing it all to life BTL Bunting The Maxis logo is always on the top, held in place with the green band in reverse. All Squiggle rules apply. Please keep all copy within the Squiggle Shape.
43 Bringing it all to life BTL Shopfront banner Squiggle rules apply except that Squiggle s size is not determined or guided by the Maxis logo. Maintain all copy within Squiggle Shape. Promo details occupy the Kitchen Sink.
44 Bringing it all to life BTL Leaflet Squiggle rules apply here too, with all copy kept within Squiggle Shape. The Maxis logo occupies the spot at the top, and promo details, yes in the Kitchen Sink.
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