Think Chicken, Think Elicious!

Brand Manual

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Table Of Contents

1. About, Vision, Mission 2. Target Audience, Core Values, USP 3. Logo 4. Construction 5. Dimensions 6. Clearspace 7. Colour Palette 8. Logo Variations 9. Incorrect Logo usage 10. Typography 11. Logo Placement 12. Mockups

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About “Elicious” is a flagship brand of Baramati Agro Ltd, a leading company in the agribusiness sector with Poultry as one of its core strength for over 25 years now. “Elicious” brings in a range of fresh and frozen chicken products as well as a wide variety of value added products for every need.

Vision To be a value based company with a leadership role in domestic as well as international markets and continuously strive to create value for its stakeholders.

Mission To scale up with speed to become India’s largest diversified agro business.

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Target Audience Elicious has mainly targetted to people who love fresh chicken & meat and those who are fond of frozen chicken.

Core Values To develop leaders in-house, who work with entrepreneurship to achieve our vision.To have robust systems and processes to fuel organizational growth. To make CSR fundamental to our business such that our growth is inclusive and enables us to actively contribute to the betterment of the farming community.

USP Giving fresh, tasty & healthy food. Offers chicken products, frozen food at affordable range.

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LOGO

The logo consists of two elements, the font and the chicken icon between the letters. Tagline is also written under the logo so that to understand more about the brand. The font used is Nunito Bold for the logo and as well for the tagline. The logo is kept minimalistic to match with the simplicity of the brand.

Think Chicken, Think Elicious!

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LOGO CONSTRUCTION

Chicken Icon

Outer shape

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3cm

The minimum in print is 3cm by 1.2cm (1.18” by 0.47”). The logo can be changed depending on what it will be used and where it we be placed.

1.2cm

LOGO DIMENSIONS

Minimum Size

Maximum Size There is no defined maximum size that a logo can be scaled to. It depends on where the logo is placed and how it is placed. However, it is essential that the logo is scaled as whole and not separate parts from it.

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LOGO CLEARSPCE

Think Chicken, Think Elicious!

The minimum clearspace around the logo is exactly the height of letter ‘E’ from the logo.

NOTE: 1. The ‘TM’ mark should not be included while allocating the clearspace. 2. To ensure l isolates the mark from any competing graphic elements like other logos or bodycopy that might conflict, overcrowd or lessen the impact of the logo.

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COLOUR PALETTE

The logo should be easily visible on displays and other backgrounds. The font should be readable. Think Chicken, Think Elicious!

#0d75bb

R: 15, G: 115, B: 190 C: 85, M: 50, Y: 0, K: 0

#fecd10

R: 255, G: 205, B: 15 C: 1, M: 20, Y: 100, K: 0

#ffffff

R: 255, G: 255, B: 255 C: 0, M: 0, Y: 0, K: 0

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LOGO VARIATIONS

Think Chicken, Think Elicious!

The logo can be used in Black & White wherever necessary. One with black background and white text on bright backgrounds, and inverse on dark backgrounds.

Think Chicken, Think Elicious!

It is not necessary to write the tagline everywhere, but is is mandatory to to use it on banners and the stores.

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INCORRECT LOGO USAGE

The Correct Way

The text should not be straight. It should be always curved.

The icon inside the logo should not be flipped in any direction.

The outer shape of the logo should not be flipped.

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INCORRECT LOGO USAGE

The background colour should not be changed.

The background should not be removed and colour of the text should not change.

The font should not be changed.

The logo should not be rotated.

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TYPOGRAPHY

Typography is a powerful brand tool when used consistently. The typeface used in the wordmark logo is Nunito-Bold and for the tagline is Flamante Roma-Medium. Both the typefaces are clean and simple that compliments the brand.

Nunito-Bold Aa Ba Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Flamante Roma- Medium Aa Ba Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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LOGO PLACEMENT

In such image the logo should be placed where there is an empty space in the corner only. Variations of logos can be used wherever necessary.

Such kind of placements must be avoided.

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LOGO PLACEMENT

Original logo be placed against bright background.

Any background or patch shouldn’t be added behind the logo while placing on an image An appropriate negative space must be chosen to place.

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MOCK UPS- STATIONARY

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MOCK UPS- I CARD

MOCK UPS- ACCESSORIES

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MOCK UPS- STOREBOARD

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THANK YOU

Sumedh Deshmukh MITU19BFAA0019