Retail Identity Manual - Mahindra · PDF fileRetail Identity Manual Introduction The Mahindra...

Retail IdentityManual


Index

Introduction..............................................................................................3

Visual Elements......................................................................................4 - 28

Stationery Guidelines...........................................................................29-41

Signage Guidelines.................................................................................42-61

Print Advertisement & Other POSM Templates.....................62-71

Website Guidelines...............................................................................72-73

Dealership Infrastructure Guidelines...........................................74-88

Disclaimer..................................................................................................89


Introduction

The Mahindra Group has grown exponentially since 2000 when the corporate identity was last refreshed. Hence, the group felt the need to refresh its visual identity to better reflect a Mahindra that has evolved over the years and is ready to take on future challenges.

The new word mark and other elements of its refreshed visual identity have been adopted after extensive research and feedback. The Mahindra logo now sports a new, hand drawn word mark which builds on the Group’s heritage while infusing modernity and dynamism into the brand. It is a lot more contemporary, edgy and sleek and visually represents the changes the business is making to embrace and shape the future. It will also be depicted in the new ‘energetic red’ colour, a deeper shade of the signature Mahindra red which is the primary colour connected with the brand.

A unique graphic element or ‘Ridge’ completes the new visual identity and will provide a uniform look to all communication and print collateral across the Group. Inspired by Mount Everest’s ridges which lead to its summit, the Ridge is an integral element of the visual identity and symbolises the pathway to achieving one’s potential and aspirations. As a graphic device, it ensures that the group’s communication is united and easily identifiable. Moreover, it signals Rise and Mahindra’s role as an enabler.

This RETAIL IDENTITY MANUAL has been created to ensure a uniform brand presence. Mahindra dealers are invited to participate in its vision for the future & help ensure compliance with the guidelines.

VisualElements


New Wordmark

Old wordmark New wordmark

Our new wordmark is balanced and progressive. It balances the edgeand the curve, the grid and the flow, the positive and negative spaces.It is spirited enough to capture the essence of the brand, and open enoughto assimilate newer businesses that might join Mahindra in the future.


New Wordmark

Mobility businesses (including tractor business) will single-mindedly use Mahindra and not lock up business names & product types with the wordmark.

TRACTORS TRACTOR WORLD


Wordmark Misuse


Wordmark in International Languages

For German, French, Portuguese, Spanish, Afrikaans, Malay andItalian use Latin lettering as is in English.


Millennium Logo

The familiar Millennium logo is now a mobility / tractor product badge and a corporate logo.not

The Millennium logo will be locked up with the Mahindra wordmark.never


Variations of the Millennium logo

Chrome, on Tractors

Millennium Logo


llockup, a clear space around the brand- mark is required atall times. This invisible box should remain free from any otherelements, such as imagery, typography and graphic elements.This is already built into the final artwork in this guideline.

In order to ensure the prominence and legibility of the logo

Minimum sizeClear space

To achieve the legibility on screen, the mark should never bereduced to less than 93 pixels (width). To achieve the legibilityon any print material, it should never be reduced to less than1.5 cm width.

Millennium Logo


Tagline

Old lockup New lockup


Tagline

Rise is the only tagline that can be locked up with or associated with theMahindra wordmark. No other tagline – whether a word or sentence – canbe locked up or used with the Mahindra wordmark or in a unit where theMahindra wordmark is present.

Push More. Pull More. Lift MoreCultivate your Dreams

Mileage ka Master


Rise is either with the Mahindra wordmark or is a headline.Mobility / Tractor business will use and sign off with the Mahindra Rise lockup.

locked up standalonealways

Tagline


Wordmark Basics

In order to ensure the prominence and legibility of the corporate identity, a clear space around the wordmark isrequired at all times. This invisible box should remain free from any other elements, such as imagery, typographyand graphic devices. This is already built into the final artwork.


Wordmark Basics

The new wordmark is the primary graphic symbol of the Mahindra brand.No logo, graphic symbol or graphic element can be associated or lockedwith the wordmark.


Wordmark Basics

To achieve legibility on screen, the lockup should never bereduced to less than 177 pixels (width). To achieve legibilityon any print material, it should never be reduced to lessthan 3 cm (width).

ExceptionsEven with these specific rules for the Mahindra wordmark positioning,they may be slightly varied for different applications.


Colour Palette

CMYK is a technical term used in most printingspecifications. It refers to: Cyan, Magenta, Yellowand Black, which are the colours mixed andused in print.

RGB is a technical term used in most digitalformat specifications. it refers to: Red, Greenand Blue, which are the colours mixed fordigital imagery.


Colour Palette

Usage on different backgrounds


Typography

Eurostile Regular

urostile Medium

for all PRINT applicationsArial Regular

rial Bold

for all DIGITAL applications

The selected typography ties in with our overall brand look and feel. Eurostile matches the wordmark with its square–shaped—yet rounded—edges. Eurostile Regular and Medium weights are used for all print collaterals. Arial Regular and Bold are the default typefaces for alldigital applications.


Inspired by Mount Everest’s ridges which lead toits summit, the Ridge is an integral element of thevisual identity. As a graphic device, it ensures thatour communication is united and easily identifiable.Moreover, it signals Rise and Mahindra’s role asan enabler.

Graphic Device


Graphic Device

Mahindra has a distinctive graphic device called the Ridge. It is used as a unifieracross all Mahindra businesses. It is a pathway to achieving one’s potential andaspirations. The Ridge appears on most touchpoints. It is a unique identifier forbrand Mahindra.


Graphic Device


Graphic Device


Graphic Device

In order to ensure the prominence and legibility of the corporate identity, a clear space around the Ridge is required at alltimes. This invisible box should remain free from any other elements, such as imagery, typography and graphic devices.This is already built into the final artwork.

Clear space


Graphic Device


Graphic Device

Wherever possible, the Mahindra wordmark along with Rise or the business name appearswithin the Ridge.


Graphic Device

StationeryGuidelines


Eurostile Regular

urostile Medium

for all STATIONERY applications

Typography

Eurostile font is used for all stationery applications, please refer to the artwork for exact specifications.


Colour Palette





General Letterhead + Continuation Sheet

Size: W 210mm x H 297mm

This is dummy copy, This is dummy copy, This is This is dummy copy

This is dummy Distributer Name/Logo

Distributer Address



Envelope: A4

Size (Closed): W 240mm x H 110mm

Distributer Name/Logo


This is dummy Distributer Address

EDWARD BELL

website:

*All measurements are in mm


Envelope: A3




website:

EDWARD BELL

Size (Closed): W 255mm x H 180mm





Visiting Card



website:


Size: 92mm x 54mm







CD


Size: W 118mm x H 118mmSize (Closed): W 130mm x H 130mm



This is dummy Distributer Name/Logo

Distributer Address




website:


SignageGuidelines


Wordmark Clear Space

Please make sure that the business descriptors or departments are not locked inwith the Mahindra wordmark.


Colour Palette



3M CODE

3M Code

3M 3630 - VT 16025


Eurostile Regular

urostile Medium

for all SIGNAGE applications

Font

Eurostile font is used in all signage applications.

Distributor


Fascia


0.7x

Distributor

For demonstration purpose only, size will vary according to the architecture.

Ratio 13 : 1

Fascia Proportions


Fascia Proportions - Distributor

0.6x

Distributor

Ratio 18:1

0.65x

0.7x

Distributor

Ratio 12:1


Fascia Proportions - Distributor / Dealer

Ratio 12:1

Ratio 18:1

0.65x

Distributor Dealer

Ratio 24:1

0.65x

0.6x 0.5x

Distributor Dealer

0.6x

0.5x

Distributor Dealer

0.6x

0.5x


Distributorship


Dealership

Distributor Dealer

Distributor Dealer


Pylon


Distributor Dealer

Distributor Dealer

Pylon

SALES

SERVICE

SPARES

*All measurements are in ratios


Office Premises

For demonstration purpose only, size will vary according to the architecture.



Office Premises

For demonstration purposeonly, size will vary accordingto the architecture.

GROUND FLOOR

RECEPTION

MANAGER’S OFFICE

TRACTOR SHOWROOM

SALES DEPARTMENT

1ST FLOOR

DIRECTOR’S OFFICE

ACCOUNTS /

FINANCE DEPARTMENT

CONFERENCE ROOM

CUSTOMER LOUNGE

TRAINING ROOM

GROUND FLOOR

RECEPTION

MANAGER’S OFFICE

TRACTOR SHOWROOM

SALES DEPARTMENT

1ST FLOOR

DIRECTOR’S OFFICE

ACCOUNTS /

FINANCE DEPARTMENT

CONFERENCE ROOM

CUSTOMER LOUNGE

TRAINING ROOM


MANAGER’S OFFICETRACTOR SHOWROOMCONFERENCE ROOMCUSTOMER LOUNGESALES DEPARTMENTSPARE PARTS

MANAGER’S OFFICETRACTOR SHOWROOMCONFERENCE ROOMCUSTOMER LOUNGESALES DEPARTMENTSPARE PARTS



EDWARD BELL

Office Premises

For demonstration purpose only, size will vary accordingto the architecture.

EDWARD BELL



Directional Signage - Some Examples

For demonstration purposeonly, size will vary accordingto the architecture.

TRACTORSTOCKYARD


Indoor Signs - Some Examples


Outdoor Signs

Double Sided Boom Sign with Pole

Option 1

Sign Size = 3’ X 4’

Double Sided Boom Sign with Pole

Option 2

Sign Size = 3’ X 4’


Signage for Assembly Plants / High Level Building

Print Advertisement & Other POSM Templates


Press Advertisement Templates










Standy Templates

The Highly Fuel Efficient, Powerful and Versatile Tractors*.

www.mahindratractorworld.com

The Highly Fuel Efficient, Powerful and Versatile Tractors*.

*As per standard test conditions.

www.mahindratractorworld.com


Calendar




Calendar

Dec

Website Guidelines



Website Template

32px

Distributer Name

DealershipInfrastructureGuidelines


L1350 sq. M (3767 sq. ft.)

Areas indicated are for Showroom space only and do not include Workshop, drive-way, etc.

Dealership Layout – Option I


L2300 sq. M (3229 sq. ft.)

Dealership Layout – Option II


L3250 sq. M (2691 sq. ft.)

Dealership Layout – Option III


Spare Parts CounterA mirror-polished black granite counter top should be provided for the counter-top.The sales window may have ananodised aluminum extrusion frame with a built-indisplay for spares. The frame should be in natural colour and the shelving within the display case should be in 6 mm thick frosted glass.

A sliding glazed panel with a lockable aluminum frame or a rolling shutter may be used to securely close the sales window.

In case a rolling shutter is provided with the Spare Parts Counter, it should be installed from inside (within the stocking area) and should have a neatly concealed box. The shutters should be enamel painted in light grey colour.

Spare Parts

Spare Parts Counter


Spare Parts Stocking Area

Spare Parts Stocking Area - GuidelinesThe Mahindra Tractor business aims to create a greater degree of emphasis on Spare Parts retail operations within the dealership. Well ordered and efficiently managed stocks will reduce response time in attending to customer requests and drive Spare Parts sales. A neatly organised and proficient Spare Parts area will also help highlight high contribution items and promote the long term benefits of using genuine spares toour valued customers.

Ideally, Spare Parts stocking area should be at least 50 sq.M (538 sq. ft.) and located such that sales windows can be provided facing the Showroom, Workshop and Customer Lounge.

Stocks should be sorted in accordance with the classification provided here, sequenced in relationship to the part / model number and neatly labelled.

Fast moving or high contribution items such as lubricants, engine overhaul kits and accessories should be displayed on the shelves behind the Spare Parts window so thatthey have better visibility.

The racks should have arugged construction. Modular slotted MS sections / high strength cold-formed MS sections should form the structure of the racks. The rack design shouldfacilitate high visibility of the stored items and allow for easy reconfiguration

50 sq M (538 sq. Ft)


Workshop Layout & Guidelines

Service

Interior GuidelinesThe area designated for the workshop should be at least 500 sq. M ( sq. ft.) withan additional 280 sq. M (3014 sq. ft.) for future expansion. The width of the Workshopentrance should be 4.5 m to 6 metres. The height of the Workshop roof should be atleast 4.5 metres.The workshop area should be sufficient to provide for at least 5-8tractor Service Bays along with a Washing Bay / pit. Clearances should be adequatefor ease of manoeuverability.

Workshop Wall & Ceiling FinishesUp to 1500 mm (59")Grey

100 mm (4") Red Band

Above 1600 mm (63") (Above Red Band - Light Cream)

The painted bandsshould be perfectlyhorizontal, with clean,straight edges.

All workshop ceilings,roofing sheets andexposed structurals ortrusses if any, are uniformlypainted in white.

FlooringThe Workshop floor is concreted to a smooth finish, primered with self-levelling epoxy based floor topping. The thickness of the coating should be at least 500 microns and should be Light Grey in colour. The individual Service Bays should be marked out in yellow colour enamel paint Correct preparation of the concrete surface before application of the epoxy flooring is essential. The surface should be sound, free of dust and other contaminants. For a good bond, the concrete surface should be slightly textured and prepared by mechanical abrasion. Oil and grease should be removed using liquid detergents followed by an acid wash. The floor should be completely dry before priming.



Illustrated Engine Overhaul Room

Engine Overhaul Roomwith glazed partition inaluminum extrusionsand adequate lightingprovided by means ofsurface mountedfluorescent fixtures


Neatly framed charts relating to engine over haul mayalso be provided on the walls

Standard workbench

Engine repair fixture / trolley

Perforated MS, wall-mounted tool rack

Pneumatic tools

Black granite worktop

Lockable storage cabinets with red laminate on fascia

Exhaust fan with hinged louvers

Illustrated Engine Overhaul Room


Workshop LightingThe workshop roof and sides should have glazing, translucent panels to maximiseglare-free natural lighting. The workshop ceiling and trusses should be painted white toensuregood light reflection within the space.

Facility GraphicsVarious facilities / sections / rooms such as Electrical Bay, Engine Overhaul, Compressor Room, Warranty Room, Tool Room, Changing Room, Workshop Office, etc. should be neatly labelled using computer cut vinyl decals in Dark Red colour.

VentilationAdequate ventilation by means of doors, windows, ventilation louvres should beprovided. Exhaust fans should also be pr ovided - par ticularly to expel engine exhaustgases efficiently from the Service Bays.

Service BaysEach Service Bay should be automated with pneumatic tools, provided with goodillumination and have a wall fan for the comfort of the mechanics. The dimensionsallocated for each Service Bay are 3600 mm wide by 4800 mm deep, within which thestandard floor graphics are marked.

Washing & Lubrication Bay [23.5 sq. m (253sq.ft) ]It should be equipped with a washing ramp, pressurised washing system. It’s sideare tiled with 100 mm x 100 mm (4" x 4") white colour, glazed ceramic tiles to a heightof 1850 mm (73") from the ground. The parts washing area is adjacent to the WashingBay and is similarly tiled.

DrainageThe waste water from the Workshop contains dirt, oil, grease, paint and other residueswhich are not environment friendly and should be passed through sand / sludge trap,precipitation tank, oil & grease separator and other facilities that meet local and statepollution control norms. Drainage channels with suitable slope should be provided.These should be cleaned regularly and the solid waste dried and disposed off at anapproved land-fill.

Electrical Bay



Workshop Office [18.5 sq. m (199sq. ft)]The office should be furnished with standard Workstations with Filing Cabinets &Revolving Chairs of specified type and should be equipped with telephone / intercom,suggestion / complaint register for customers, water cooler and an accessible first aidbox. The Works Manager’s Cabin should be adjacent to the Workshop Office, with aclear view of the Service Bays and should be equipped with telephone / intercom.

Electrical Bay [9.4 sq. m (101 sq. ft)]This bay should have a Battery Charging Platform with acid proof Mandana / rustcoloured sandstone tiles for the floor

Mechanics Change Room [16.8 sq. m (181 sq. ft.)]Should be equipped with steel lockers and a full height glass mirror.

Aggregates Overhaul Room [11.2 sq. m (120.5 sq. ft.)] &Engine Overhaul Room [11.2 sq. m (120.5 sq. ft.)]Equipped with stands for mounting engines / various aggregates along with steel traysfor storage of drained oil, spares, display of special tools and charts.

Tool Room [5.6 sq. m (60 sq. ft.)]Equipped with racks for housing Workshop tools and special service tools, a lockablesteel cupboard for storage of expensive items such as precision guages.

Warranty Room [7.5 sq. m (81 sq. ft.)]Equipped with racks to keep Parts Warranty Claims according to their serial numbers.

Safety ColoursThe following colour code should be followed in the Workshop area:Air Supply Pipes WhiteWater Supply Pipes BlueElectrical Conduits OrangePit periphery 150 mm (6") wide painted yellow stripsWaste Bins BlueLower Edges of Shutters / Overhead Doors 150 mm (6") Yellow strip



Work Bench

The Workbench for the workshop area should be neatly fabricated from mild steel and should be pr ovided with a sheet metal work-top. Circular nylon pads should be securely fastened to the base so that the welded structure does not damage the epoxy floo.r A wash basin may also be pr ovided on to work-benches where parts are likely to be cleaned.

Configuration A (dual sided) is designed to be kept parallel - between two work bays.

Configuration B (single sided) is used when the Workbench is kept against a wall.

Each Workbench should be provided with a 4” bench vice & 8" wheel bench grinder.


Dress Code

Uniformity in attire will project a cohesive identityto customers and visitors. This will also promoteteam building and partnership to meet commonobjectives and in creating a strong sense ofcamaraderie among all those who work togetherat a Mahindra Tractors dealership.

Dealership personnel must be smartly dressedand well turned out at all times and inaccordance with the specified Dress Code.

Showroom StaffWorkshop ManagersColour : Light Grey for both shirt and trouser.Half sleeved shirt with identification badge over left shirt pocket.Footwear : Black leather shoes and dark grey cotton socks.

Workshop MechanicsColour: Dark Grey for both shirt and trouser.Half sleeved shirt with identification badge overleft shirt pocket. The Mahindra word mark isembroidered on the right side. Footwear: Black leather safety shoes with steeltoe protection and dark grey cotton socks

WinterA full sleeved woolen vest should be worn undera full sleeve shirt of the specified type. Plain greywoollen socks may also be used, if required.


Vehicle Graphics

(Logos/Logotypes) incomputer rut vehiclegraphcs grade 3M vinyl or neatly painted using approprlate stendls

All fonts Eurostyle

All Text & Graphics

Distributor:Dealer:

Distributor:Dealer:

SalesServiceSpares

SalesServiceSpares

Distributor:Dealer:

Mobile Service Van



The guidelines mentioned in this Retail Identity manual are suggestive with an intention to have a uniform brand presence.

However, we advise you to follow your state/ country’s laws, regulations and standards on workplace health and safety.

Disclaimer

Date post:	31-Jan-2018
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