"> TOTAL” G TRANSPORT Keeping Promises Since 1994 VERSION 1.0 BRAND BOOK CORPORATE DESIGN GUIDELINES — 2020— eweThe art of delivering excellence, every time and in time. Incepted in 1994, Total Transport Systems Ltd, stands tall on its 6 core values of trust that make Total ‘Transport the most reputed player in the Indian and overseas market, The core business of the company is Cargo Consolidation and Deconsolidation for Less than Container Load (LCL), and Full Container Load (FCL) and Freight Forwarding for both exports and imports. The company also represents the world's Sth largest consolidators network named ‘iCargo Alliance” formed along with CP World Group and Fang Cheng International Transportation Services Co. Ltd. of China, whose network complements globally. Having a sizeable market share in India's LCL seament and regular business relationships with various marquee clients, the company employs over 400 approx. employees {including contractual) in India, which includes highly experienced key managers and staff, catering to timely deliveries to any destination, ‘Additionally, the company has a Pan-India network of 15 offices covering all major ports and cargo hubs land has a reciprocal international network with an exclusive membership of CP World Global Network and i -go alliance with access to over 89 countries ‘across 1/]00 locations with 166 offices globally. The company has a Multi-Modal Transport operator's license as well as @ Federal maritime commission license for servicing various customer requirements. IATA, FIATA, ie, International Federation of Freight Forwarding Brokers Forwarder's We are also registered members of Association, Bombay Overseas Freight Association, Federation of Freight Associations in India, Consolidators Association of India, and AMTO) Being in sync with efficient technology, and a well trained workforce helps Total Transport systems Ltd. beanamesynonymouswith the best across the globe. _ __ ETSQu. Our 6-ray value system defines our character of trust to achieve excellence in what we've set out to do. Each ray unveils the part of our character as a team and culminates into a collective picture of trust Pe RCC ues Accuracy: Whatever we do, we do it with a professional presence of mind. While we are skilled at what Pet Mica CE Ce aa aera co eae cas Cae ane ene gar ee ead Cette ana Rea Me eR eRe Mat eee cee ete a eee cae aT eee uC L oy Fe ee eee taa eee Some oe en oa excellence, Every project that moves out of Total Transport bears a stamp of quality delivered through consistent efforts of our people. Tee NAc on en Ca i ta ES er oa a deal with brands—big or small our approach to everything that we do underlines integrity in its highest ood Responsibility: Our approach to everything is professional and responsible and we commit to high Dee ree alsa el RE ee sears gene Ret gear eos oct ary ‘Compession: We behave in a compassionate way towards our people. Be it our colleagues or customers, Reker ea onan Rea a ete aL Mca Aa eC = pau ess Re Se || 7To be perceived as a reliable and committed business group having a value-based approach that drives the Cee Se ena ieee ne eee an ae iid Se Roce Mee eee teva ne Spot a ou aaa a Coe RR ont a eee Cac Cae a oon SP) Pre oa een ae ee eo a ae ee ea eon aed Coe a MR eee ae Seen Teal Pee gee reer nt cus ae a 2. Establishing that the brand is trustworthy (keeping its promise]® MAKING OF THE LOGON) ETT While thinking about the overall idea of TRUST we narrowed it down to the idea of ‘Keeping your Promise’. These three simple words in a way project the idea of trust very well. So we decided to tread this path and move forward, We found that ‘THE SUN’ is one of the powerful sources of energy and creator of life and it resonates well with the idea of trust. So we decided to explore many forms of the Sun until we arrived at the below unique form which denotes outward movernent—denoting progress. We chose this form for a variety of other reasons too. 6 parts in motion denote 6 qualities that contribute to the idea of TRUST DY CONSISTENCY Y TIMELINESS 2 ACCURACY C RESPONSIBILITY PS) INTEGRITY S COMPASSION When all these qualities are in motion (see the motion of symbol] we see the sun—a powerful symbol of TRUST, _ __ ETS@ BRAND TOOL KIT / CORPORATE SIGNATURE COMPONENTS EI (CORPORATE SIGNATURE SYMBOL G TOTAL" TRANSPORT Keeping Promises Since 199 tL BASE LINE Loco TPE ts | ‘TRADEMARK x SIGN 4 . Here it is— Our corporate Signature ie. our logo. As visible aboveoursignatureisdividedinto4 components, ie. symbol, logo type, baseline and Trademark sign. ‘These components collectively should be in proportion as shown above. Our logo is the most visible element of our identity, signature across. all Transport ‘communications. It's a guarantee of quality that unites a universal Total Our logo at all times radiates 6 very important qualit Consistency ‘Accuracy Integrity our varied products and services. It's simple. Easy to understand and easily replicable. Our logo is stylish, simple and strong graphic statement It signifies a touch-point, and a connection. But most importantly it. underlines our vision and identifies us consistently and professionally at al times, ‘The following pages cover the correct usage of the logo to ensure that the logo always looks at its best, jes of trust which are given below. Timeliness Responsibility Compassion _ __ ETS® BRAND TOOL KIT / CONSTRUCTION, PROPORTION & CLEARANCE AREA. III (CONSTRUCTION & PROPORTION 8x ORT Keeping Promises \sin e 1994 Ifthe height of logo is 3.cm then the width has to 8 cm. This proportion to be strictly followed in all communications. CLEARANCE AREA Keeping Promises Since.1994 | Eh 282 tar sprcesnouiteemanainestvoma sate ortnesset Blue box in the logo. No element of text or design can come in this space. _ __ ETSOVevv cr) Separating elements of symbol to create brand language \ i, Using elements of symbol to create a coherent brand language Total Transport brand language continues with the idea of sun. We carry this idea through halftones, graphic curves, gradients, and separating the curves from the original symbol (shown above). We keep the idea of sun open, and flexible enough so that we don't restrict ourselves to a specific language, but as a brand, we look coherent everywhere. We expand the language of sun exploring new and wide possibilities carrying the company vision forward through design coherently influencing the design, _ __ ETS@ BRAND ASSETS / WAYS TO PRESENT OUR IDENTITY EI |. FOUR COLOUR LOGO 2. LOGO USED AGAINST SEMI CIRCULAR WHITE BACKGROUND Gras TRANSPORT] Kenai Sze 8 (> TOTAL” \) TRANSPORT Keeping Promises Since 1994 op Pie Sie 8 5, ONE COLOUR BLACK & ONE COLOUR WHITE LOGO (ALSO KNOWN AS REVERSE—AGAINST BLACK BACKGROUND} > TOTAL” G TRANSPORT Keeping Promises Since 1994 (> TOTAL" Ot Pe aac RED 4, FAVICON 5, MINIMUM LOGO SIZE 6. SYMBOL Usage as icon on social Minimum Width =1inch Don't use When symbol is used in isolation, clearance media and Application on the logo below this size for legibility area of the height ofthe petal (shown in red) ‘Smart phone.Herethe reasons. Ifyou have to use it please _ has to be left from all sides of the symbol. clearance area for symbol _use the symbol or word-mark There is no minimum size to be used for hastobe followed (as _—_separately the symbo\, but the proportion has to be shown on the right) maintained compulsorily.PANTONE 75496 PANTONE 7692 € PANTONE WO6OITEX PANTONE COOL GRAY R251 c:00 R:woo c:100 R255 C00 R:00 C:00 GBs M:30 G86 M:70 G:255 M:00 G00 M00 B:0I9 100, B38 2 8: 255 00 B:00 00 k:00 Kos K:00 k:085 IDEAL COLOUR PROPORTION IN COMMUNICATIONS WHITE YELLOW BLUE GREY GREEN 50% OR MORE 20% 0% 7% 3% The ideal colour proportion may vary depending on the design, however itis best to use the above proportion to strengthen the recall value of the brand. However there is no mand on the same. tory restriction LEFONTS USED IN THE Loco TOTAL SANS Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abedefghijkimnoparstuvwxyz 1234567890!@#5%"8'O USED FOR LOGO TYPE TOTAL ITALICS Aa ‘ABCDEFGHIKLIMNOPORS TUVWXYZ abedefghijkimnoparstuvwxy2 12345678901@#8%"8:*) USED FOR BASELINE PROPOSED FONT FOR COMMUNICATION Arial Bold Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abedefghijkimnopqrstuvwxyz 12345678901@#$%*&"() FOR CONTINGENCIES - ONLY TO BE USED FOR COMMUNICATIONS Calibri Aa ‘ABCDEFGHUKLMINOPQRSTUVWXYZ abcdefghijkimnoparstuvwxyz 1234567890!@#S%"&"() FOR CONTINGENCIES - ONLY TO BE USED FOR COMMUNICATIONS ‘The typefaces mentioned above are separately mentioned as those used for the logo type and those proposed for communication. The proposed fonts for communication are not compulsory. They are mentioned for contingencies. Designers / strategists are free to use any type provided it is sanserif. It will keep all communications flexible and fresh. _ __ ETS@® BRAND IN ACTION /DO'S & DON'TS ES © improper Usage © improper usage @ Proper usage "> TOTAL” iF TRANSPORT, eeping Promises Since 1994 Donetusethelogeagsinst busy _Denetusethelogeageinst busy _Use ogo onetremy ight or white background fovsy mage) background fousy oracionts) bockgroundonly @ improper usage @ improper Usage @ Improper usage @ proper Usage TRANSPORT] Kooping Promises Sinco 1204 “> TOTAL” iG yi Promises Sinco 1988 Don'tchange the layout of Dontt stretch the lage Don't stretch the logo Use the logo following the the logo horizontally vertically. uidelines of proportion in section 11 @ improper Usage @_ improper Usage @ improper Usage @ Proper Usage TOTAL” GF TRANSPORT, coping Pamisos Sinco 190 ‘Avoid Special Effects in the logo (No Drop shadows, Inner shadows & Bevels) seers ee ool colours and no effects only, @ improper Usage @ improper Usage @ Proper usage Do not alter the Do not alter CATOTAE >roportions of he elements TOTAL” Clarence area of ‘ 2. TRANSPORT Kooping iy ‘ ing Promises Since 19 ne logo, Use the logo following the guidelines of clearance area insection 11 _ __ ETSLETTER HEAD BUSINESS CARD ¥ ToT [iS Feeron| Les Tora MRANSponr Samm € E ENVELOPE TORE WO reditsron TOTAL TRANSPORT SYSTEMS LTD. TOTAL TRANSPORT SYSTEMS LTD, aSinches le >| ¥ BILLOF LADING (BL) Omm - x ; (arora Grae |_| OMR&Nspore’ CN eespons| cae g AG ENVELOPE é TOTAL TRANSPORT SYSTEMS LTD. }¢——#2" _,| INSTRUCTIONS: i > Nd for Visiting card is 6 pt © Minimum point sze for text in Letterhead is 9 pt, for Envelopes 8 Don't go any below these since it might hamper legibility in print 6 In every stationery, the name TOTAL TRANSPORT SYSTEMS LTD. is mandatory and should be highlighted in bold © Print specifications: a) Visting carc: 350 GSM b) Letter head: 80/100 GSM ¢} Envelope: 80/100 GSM The design above must not be assumed as final artworks. These are just guidelines for creating design, _ __ ETS@ BRAND IN ACTION / PRINT & ELECTRONIC COMMUNICATIONS. 8 'S & MAGAZINE AD LOGO USAGE ON DARK & LIGHT BACKGROUNDS Tora TRANSPORT} aie Sn keg aries Sc PI FACEBOOK POST BOOST AD SIZE FACEBOOK POST BOOST AD SIZE 2 " 600 px “ 1200 | le b | arom = or aaa ‘ a 8 8 INSTRUCTIONS: For ragazine ad/ res te minus eit sizes The fort siz should alvayste above” o Please keep a considerable marin oF25 pron all sides of magazine ad / press ad. All text matter should ow within sh margin — 0 For facebook, please use a text size of more than 10 points for text. Anything below 10 pt. might hamper legibility, © Please leave an appropriate margin of IS px on all sides of facebook post. © When designing sponsored posts for Facebook, make sure the text is minimal © For Instagram the size of the post would be 1080 px{w) x 1080 px (h} _ __ ETS@ BRAND IN ACTION / WEBSITE & EMAIL SIGNATURE Ei WEBSITE: CLEARANCE AREA FOR LOGO TO BE FOLLOWED AS PER SECTION 11 a rone, \C-TRANSPorr| GP Say Mtoe Lorem =e = Ari a ere From: lntogtsp com, +e: [riahalowercom ‘te, Coaing er Co -astached the costing forthe containers or your perusal SRoreuse ‘TOTAL TRANSPORT SYSTEMS LIMITED. le eb _ __ ETSxR MAGE AREA IMAGE AREA INSTRUCTIONS: ¢ Minimum point size for headline is 160 pt. Don't go below as it might hamper legibility. Letter height for font should be more than 2 ft © Clearance area for the logo be adhered in hoardings as per section 1) © Logo should always be at the top for better mileage; however, only if there are constraints, it can be used at the bottom and Centre, 0 The Logo has to be used against white or extremely light background for better visibility. You can refer section 2.0 for the semicircular white shape to be used behind the logo. ©The layout projected here is not mandatary for design, It is just a representation for logo placements. CONTAINER BRANDING ic Keeping Promises Since 1994 GS TOTAL” RO yy INSTRUCTIONS: © Minimum point size for font is 200 ptt, for container. Letter height for logo should be more than 2R.. Logo should be more than 2 ft for better mileage and visibility, © Clearance area for the logo be adhered in container as per section 11 © Logo should always be at the top or centre for better mileage. © Because of dark or medium tone backgrounds of container, the logo has to be used in white or black, Original colours cannot be used, _ __ ETS@ BRAND IN ACTION / BROCHURE & CONTAINER TRUCK EI BROCHURE INSTRUCTIONS: The logo should always be used on extremely light or white background, o The rules of clearance area have to be followed as per section 11 0 For more clarity of logo on brochure you can follow section 20 for shape to be used behind the logo, © Minimum point size of text to be used in the brochure is 6, Below 6 legibility will be hampered, © Amargin of 20-25 px has to be left from all sides in the brochure pages to avoid the text getting cut during printing, _ __ ETS ‘AINER TRUCK BRANDING INSTRUCTIONS: © Minimum font size for ‘communication on container truck has to be 150 pt. © Minimum width of the logo on the container truck has to be more than 25 ft eThe rules of clearance area of the logo have to be followed as per section 11“The dimensions are subject to change as per the new guideline standards of Apple nc. and 10S platform APP ICON DIMENSIONS FOR IOS PLATFORM. iPhone 1BOpx * 18Opx iPad Mini 1S2px « 152pK @ iPad Pro 167 x 167px ‘App Store 1024px « 1024px@ BRAND IN ACTION / MOBILE APP (ANCRCIC) E81 “The dimensions are subject to change as per the new guideline standards of Android platform APP ICON DIMENSIONS FOR ANDROID PLATFORM small Screens 426dp x 320dp Normal Screens 470dp x 320dp Large Screens 640dp x 480dp Extra Large Screens 960dp x 7200p@® BRAND IN ACTION /MERCHANCISE ES TEA COASTER MOUSE PAD 1 one ON TReASponr INSTRUCTIONS: Ifthe tea coaster and mouse pad have Total symbol as a part of its design, it will be used with respect to clearance area as per section 20 and ifit has logo as 2 part of design it will be used with respect to clearance area as per section 11 The legible size of the logo that can be used in coaster and mouse pad is” © Minimum point size of the font if used should be 6pt to maintain legibility. T-SHIRT (FRONT) COFFEE MUG \ 6 i INSTRUCTIONS: 2 Minimum logo size for Tshirt is" and for Coffee Mug it is LS" © Clearance area to be adhered as per section 11 for both T-Shirt and Mug © For T-shirt and Mug 4 colour logo has to be used. Only i there are any constraints, one colour black or white logo should be used. _ __ ETSBUS BRANDING Cor A_] \ BUS-STOP BRANDING > TOTAL” iG TRANSPORT, Keeping Promises Since 199% TOTAL” G3 TRANSPORT, Keeping Promises Since 199 INSTRUCTIONS: © Minimum legible sizeof text for communication for bus branding and bus stop branding is 80 pt Clearance area and proportion to be adhered as per section 1 for bus branding and bus stop branding © Minimum width of the logo to be used in bus branding and bus stop branding is 15 f.@ BRAND IN ACTION / RECEPTION DESK & EXHIBITION STALL Ea (ON Rion Keeping Promises Sve 134 RECEPTION DESK INSTRUCTION: © Minimum wit deskis3 ft 9 Clearance area and proportion to be adhered as per section 1 © The logo will be always be placed above 4 ft from bottom for strong visibility. h ofthe logo to be used in reception coll a a Torr > TRANSPORT] Keeping Promises Since 1994 [en a EXHIBITION STALL STANDEE INSTRUCTIONS: © Minimum width of the logo to be used in standee is If 9 Clearance area and proportion to be adhered as per section | © The logo will be always be placed above 25 trom the bottom of the standee or strong visibility For better traction, please place the logo above 45 ftin astandee © Logo will always be placed on white background or extremely light background id. (Refer ‘where it looks strong and so section 32)Great brands live in people's hearts and minds. They express a set of core values that resonate with the customer, and they possess the power to inspire. Successful brands form the basis of a powerful relationship. Customers trust, them and expect great things of them, ‘otal Transport is one of these great brands. To our customers, we stand for more than just import, export specialists We represent a company that is focused and passionate. A company that has an understanding of, and concern for, our customers. A company with a keen appreciation for a rich quality of service. Through this guide, we hope all Total Transport Associates and Partners will capture the spirit of who we are, take pride in the exceptional services we provide to our customers, and be fully equipped to communicate the distinctive tone and personality that set us apart Asyoudo so, youwill helpto maintain and strengthen the bond of trust that Total Transport shares with its customers, and to uphold the value of the brand. The designs, are not the final representation of the design materials. The design can change as per the products however, the mandatories of brand architecture must be ingrained in every communication of ours. you've just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our Total Transport communications will be stronger for it. Ifyou ever have additional questions about our visual identity and its application in design, don't hesitate to log on to wwwittsphin _ __ ETSaa "> TOTAL" ©) TRANSPORT Keeping Promises Since 1994 (G7 Poor, sears, opp Chand Ja, Andheri 2), Muri- 40007 S s.mssesson , 8 esoin Gwin