Maxis brand guide. OOH guidelines. Version 1.0

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1 Maxis brand guide OOH 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 C 85 M 0 Y 0 Maxis Shock Green Pantone 375 C 67 M 33 Y 100 K 21 C 21 M 0 Y 100 C 40 M 0 Y 100 C 67 M 30 Y 100 C 100 M 95 Y 0 C 0 M 100 Y 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 Light italic Bold italic Hairline italic Regular italic Black italic Thin Medium italic Ultra Thin italic SemiBold italic ABCDEav*() Ultra italic Headline Subhead Bodycopy Bold Medium Regular Black SemiBold Ultra

5 Introduction Core elements Maxis logo Protecting the icon and logo OOH The Maxis logo owns the top right corner - please do not place it anywhere else. The only exception is when the layout deems it impossible. Placing the Maxis logo at the bottom right is only allowed when the out-of-home communication is exhibited above eye-level. OOH This is how and where the Maxis logo sits in standard OOH applications. = X = X = X = X

6 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. 100% of Squiggle 50% 40% 5%HS B

7 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

8 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.

9 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.

10 Introduction Photography treatment Photography Squiggle and photography White Squiggle Shape can only be used on a green background. Squiggle don t Squiggle do

11 Introduction 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.

12 Bringing it all to life Outdoor billboard Horizontal billboard Keeping in mind the suggestions from the earlier pages, you can see how our communication translates into a horizontal and vertical billboard format. Pay attention to the use of Squiggle and placement of the Maxis logo.

13 Bringing it all to life Outdoor billboard Vertical billboards Keeping in mind the suggestions from the earlier pages, you can see how our communication translates into a horizontal and vertical billboard format. Pay attention to the use of Squiggle and placement of the Maxis logo.