BRAND GUIDLINES

ASTATIQ.COM INTRODUCTION BRAND STANDARD BRAND IDENTITY History Who We Are Our Audience BRAND STRATEGY Brand Touchpoint Brand Architecture Brand Promise Brand Personality BRAND VOICE Expressing Our Message Name and Tagline BRAND VISUAL Logo Logo Position Logo Variables Do's and Dont's Typography Colors BRAND IMPLEMENTATION Collaterals Apparel & Marchendise TEBLE OF CONTENTS

01 INTRODUCTION

These are the four most important words in the ASTATIQ vocabulary. We started in tradition through our friendship values and business expertise. These three ideals, taken together, form the core of the ASTATIQ values. This book has been developed with the ASTATIQ mentality in mind. It's been an amazing journey so far, and we'd like to continue to bring our work to life far into the future. FRIENDLY PROFESSIONAL INNOVATIVE QUALITY 02 ASTATIQ.COM

BRAND STANDARD 03

04 ASTATIQ.COM Who we are, what we believe and those we serve. All of them have an integral role in creating a comprehensive understanding of ASTATIQ's true identity. We recognize the need to take good care of our brands, and it's up to us to communicate them effectively. Astatiq's brand guidelines are in place to ensure visual and brand consistency across a wide range of printed, audio-visual and digital materials. TO BUILD A STRONG BRAND, IT'S IMPORTANT TO LOOK BEYOND JUST THE LOGO AND NAME

05 BRAND IDENTITY

06 ASTATIQ.COM Started in 2012 as a supporting workshop for the BDP Building Construction Unit located in the basement of the Graha Mandiri building. Then along with its development, on September 9th, 2015 the workshop was moved to Narogong with more proper and adequate conditions. The workshop continues to grow from individual to individual and even spread widely. Finally trusted in handling various large-scale projects. On that basis, an initiative emerged to create a new brand under the name ASTATIQ in 2017. However, the process of inauguration as a commercial name was only carried out in 2022. HISTORY

BRAND GUIDELINES 07 ASTATIQ is friendly, professional, innovative and quality design. These are our core values that have made us who we are today. Since the workshop was built in the 2015's, ASTATIQ has always tried to present its best work, helping to design, propose and manufacture products for its customers wholeheartedly. WHO WE ARE

08 ASTATIQ.COM First, Young families who want to have a better quality of life. They are quite selective and have many references but still think realistically. Second, Entrepreneurs and decision-makers in various categories of companies always want to be better with optimal financing. OUR AUDIENCE

09 BRAND STRATEGY

10 ASTATIQ.COM In order to be efficient and powerful in our brand, we need to communicate in a clear, consistent manner through all of our touch points. BRAND TOUCH POINT Above The Line Below The Line Posters Collaterals Event Application Communities Website Digital Media Social Media Sales Materials Digital Platforms Print Ad Banners Brochures Internal Networks Promotional Items Marketing Tools Influencers & K.O.L BRAND TOUCH POINT

11 BRAND ARCHITECTURE  Sub-Brand 3 Interior Design Sub-Brand 2 FURNITURE Sub-Brand 1 Master Brand

12 ASTATIQ.COM Our brand personality defines our voice and image. The brand is described in human terms because the personality needs to resonate with the people delivering the brand, as well as those experiencing it. ASTATIQ is trustworthy, helpful, respectful, caring, optimistic, relatable, creative, innovative, forward-thinking, empathetic, flexible, easy-going, friendly and approachable, yet it’s also a casual brand that doesn’t take itself too seriously BRAND PERSONALITY At ASTATIQ, we offer the best service to our customers backed by a team of experienced professionals in the industry. We are committed to performance and quality on our strong brand values. We promise "Quality design through affordable prices.” BRAND PROMISE

09 BRAND VOICE 13

14 ASTATIQ.COM Our voice consists of both messaging and tone. These two communication aspects come together to create an effective strategy when speaking to our customers. We have a goal to create clear and consistent messaging that reflects our brand personality. EXPRESSING OUR MESSAGE DIRECT CLEAR POSITIVE PROFESSIONAL CONSISTENT RELIABLE ENTHUSIASTIC FRIENDLY FLEXIBLE ENGAGING

15 The word "ASTATIQ" has a fragment of meaning Unaffected by magnetic fields. Can be interpreted as a solid form in carrying out its business principles. OUR NAME

16 ASTATIQ.COM The word "ASTATIQ" has a fragment of meaning Unaffected by magnetic fields. Can be interpreted as a solid form in carrying out its business principles. A clear tagline is important to complement an easily recognizable brand. By displaying the exact sentence what is our main goal. OUR TAGLINE “BE MORE AESTHETIC”

17 BRAND VISUAL

18 ASTATIQ.COM LOGO VARIATIONS MAIN LOGO Use this version in the following situations : Small size. Use of publications. On a busy background. POWER LOGO Use this version in retail, competitive, and event situations : • On vehicles. • On packaging. • On solid backgrounds.

19 BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC Logo Monochrome Logo Inverse Warna BE MORE AESTHETIC Logo B&W LOGO VARIATIONS

20 ASTATIQ.COM LOGO DOESN'T

21 LOGO USAGE Clear Area

22 ASTATIQ.COM LOGO RATIO BE MORE AESTHETIC BE MORE AESTHETIC BE MORE AESTHETIC 100 % 50 % 20 %

23 FONTS STYLE GUIDE SECONDARY FONT Louis George Cafe ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$% Aa TERTIARY FONT Louis George Cafe ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz Aa 01234567890!@$% Aa PRIMARY FONT ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$% Cinzel Decorative

24 ASTATIQ.COM PRIMARY BRAND COLOR FOR WEB USE Red: 80 Green: 51 Blue: 22 FOR PRINTING USE Cyan: 46 Magenta: 68 Yellow: 92 Key: 57 HEX : #503316 DARK CATACOMBS 100% 90% 80% 70% 60% 50% 40% 30% 20% GLISTENING DAWN FOR WEB USE Red: 197 Green: 196 Blue: 195 FOR PRINTING USE Cyan: 27 Magenta: 21 Yellow: 20 Key: 00 PANTONE: 115 U 100% 90% 80% 70% 60% 50% 40% 30% 20%

BRAND IMPLEMENTATION 25

26 ASTATIQ.COM RELIABILITY All of our products are of professional quality, Astatiq acts as a friend in providing professional advice on designs, materials and budgets with attractive and realistic offers. FLEXIBILITY We can adapt to changing circumstances and meet all kinds of needs. We believe that your creativity should not be limited, so our products can be tailored to your wishes and needs or made flexible like us. INCLUSIVITY Nothing should stand between you and the shots you want to capture. We believe in empowering everyone and making great products that can help everyone achieve professional-quality furniture, so our products are priced competitively.

27 WEBSITE & MOBILE APP 12:00 Instagram Facebook Twitter Astatiq BE MORE AESTHETIC Your wish is yours

62 852 63## ### Jl. Raya Narogong No.1, RT.4/RW.001, Bantargebang, Kec. Bantar Gebang. Bekasi, Jawa Barat 17151 [email protected] www.astatiq.com BE MORE AESTHETIC BE MORE AESTHETIC www.astatiq.com BE MORE AESTHETIC Jl. Raya Narogong No.1, RT.4/RW.001, Bantargebang, Kec. Bantar Gebang, Kota Bekasi, Jawa Barat 17151 www.astatiq.com BE MORE AESTHETIC Telp : (021) 824 22894 Workshop : Jl. Raya Narogong No.1, RT.4/RW.001, Bantargebang, Kec. Bantar Gebang, Kota Bekasi, Jawa Barat 17151 Email : [email protected]

29 MERCHANDISE

62 852 63## ### Jl. Raya Narogong No.1, RT.4/RW.001, Bantargebang, Kec. Bantar Gebang, Kota Bekasi, Jawa Barat 17151 [email protected]