THE

BRAND GUIDE
Driving Our Brand Forward
CONTENTS PART 1 – THE GRAB STORY 1 PART 3 – THE GRAB EXPRESSION 32
1.0 Introduction 2 3.0 VISUAL & PHOTOGRAPHIC STYLE 33
1.1 Grab’s Vision 4 3.0.1 Graphic Design 34
1.2 Grab’s Mission 5 3.0.2 Lifestyle Photography 42
1.3 Tagline 9 3.0.3 Overhead Photography 43
1.4 Grab’s Personality 11 3.0.4 Stock Images 44
3.0.5 Adding the Primary Colour 47
PART 2 – THE GRAB TOOLKIT 15
2.0 LOGO 3.1 COPYWRITING 49
2.0.1 Grab Logo 16
2.0.2 Logo & Service Icons 17 PART 4 – THE GRAB TEMPLATES 51
2.0.3 Specifications & 18 4.0 PRINT
Minimum Size 4.0.1 Print Advertisements 52
2.0.4 Logo & Colour 19 4.0.2 Billboards 56
2.0.5 Logo Icons & Favicon 20 4.0.3 Buntings 58
2.0.6 Logo Animation 21 4.1 DIGITAL
4.1.1 Google Display Network
2.1 COLOURS (GDN) 59
2.1.1 Colour Palette 22 4.1.2 Facebook 62
2.1.2 Colour Direction 23 4.1.3 Twitter 63
4.2 BRAND ASSET LIBRARY 64
2.2 TYPOGRAPHY
2.2.1 Typeface 24 PART 5 – THE GRAB LEGAL 65
2.2.2 Typographic Style – 27 5.0 LEGAL GUIDELINES FOR
Contrast BRANDING & MARKETING
2.2.3 Typographic Style – 28 (REGIONAL) 66
Legibility
IN CLOSING 68
2.3 PICTOGRAM
2.3.1 Services & Other Icons 29

2.4 FREEDOM LINES 31

PART 1

THE GRAB STORY

1.0 INTRODUCTION
1.1 GRAB’S VISION
1.2 GRAB’S MISSION
1.3 TAGLINE
1.4 GRAB’S PERSONALITY
PART 1 1.0 2
THE GRAB STORY INTRODUCTION

GET IN.
WELCOME.

You’re about to embark on

LET’S GO
an amazing journey. This Grab
Brand Guide will help make your

FOR A RIDE.
trip with us a smooth, successful,
and (hopefully) enjoyable one.
And the destination?

A place in the future where Grab

is a distinctive, respected and
beloved brand.
PART 1 1.0
THE GRAB STORY INTRODUCTION
But before that,
WHAT IS
A BRAND?
It’s more than just the logo.
It’s a mix of elements and rules
that create a unique way of
communicating ourselves.
Through the services we provide,
how we look, how we feel, and
how we sound. It’s everything
that makes people go,
“That is so Grab.”
3
But like Rome, brands aren’t
built in a day. Take your time.
Get familiar with the brand
elements outlined in this guide.
Soon you’ll be on your way
to creating the best Grab
communications possible.
So buckle up. We have lots
to learn and more to do.
Forward...
PART 1 1.1 4
THE GRAB STORY GRAB'S VISION

VISION
First, let’s ask ourselves, We’re going to help hundreds of
“Why are we here?” Because millions of people in Southeast

QUEST
without a purpose, our actions
are meaningless. Fortunately,
our reason for being is
something to be proud of:
Asia reach their goals and
progress their lives.
This is the driving force to all

“ Driving
that we do. It guides our actions.
And it forms the basis of our
decisions. We hold it dearly in
Southeast our hearts, and it is the essence
of all our communications,
Asia Forward both internally and externally.

“ But how are we going to

make it come true?

Read on, fellow Grabber.

PART 1 1.2 5
THE GRAB STORY GRAB'S MISSION

MISSION
INCREDIBLE
They say At Grab, we’re going to make
our vision a reality by providing
a vision without real-world solutions that eliminate
inefficiencies in Southeast Asia’s
action is merely transportation systems.

a dream. A “little” intimidating, we know.

But what it boils down to are
these three missions:
PART 1 1.2 6
THE GRAB STORY GRAB'S MISSION

CREATE THE SAFEST

TRANSPORTATION
PLATFORM
Southeast Asia is beautiful,
but sometimes it can be risky
getting from one place to
another. That’s why we invest
heavily in safety.

So this is mission numero

uno. Job number one.
Safety, first.

We believe with the right

investments, our app-based
transportation platform will
allow everyone in the region to
move freely, night or day, from
the suburbs to the cities, with
comfort and peace of mind.
PART 1 1.2 7
THE GRAB STORY GRAB'S MISSION

MAKE
TRANSPORTATION
ACCESSIBLE TO ALL
The ability to move about
freely is so important. With
it, people can pursue their
dreams beyond their current
situation. But sadly, not
everyone in Southeast Asia
has access to transportion
to do so.

Our second mission is to

change this. We’re going
to empower people by
expanding their reach.

And we’re doing it using

innovative technology
to make transportation
accessible at all times,
locations and price points
to everyone regardless of
income, special needs or age.
PART 1 1.2 8
THE GRAB STORY GRAB'S MISSION

IMPROVE
THE LIVES OF
OUR PARTNERS
Accessibility should mean
a better life. Sadly, for most
taxi drivers in Southeast Asia,
providing accessibility doesn’t
mean more opportunity.

So that’s mission number

three. We’re going to help
our partner drivers earn
more and offer them options
in life.

Our business is about more

than just profit. We also
choose to help improve the
lives of those we touch – from
passengers, drivers and
Grabbers, to governments
and societies at large.

Now that we know WHY

we’re here and WHAT we’re
going to do, HOW are we
going to share all of this with
the world? That comes next.
PART 1 1.3 9
THE GRAB STORY TAGLINE

The first step to communicating

externally who we are is through
a tagline. It explains in a short
and clear way what we stand for

GRAB IN
(because let’s face it, not everyone
has the focusing power and

A NUTSHELL
determination to read this
guide like you).
PART 1 1.3 10
THE GRAB STORY TAGLINE

FORWARD.
And this is our tagline:

TOGETHER.
Forward, because we’re all about freedom, advancement and
progress. And Together, because we’re going to achieve this by
giving people the help and tools they need to do so.

See, short and clear.

But that’s not all.
There’s more to come ...
PART 1 1.4 11
THE GRAB STORY GRAB'S PERSONALITY

A WINNING Think of your best friend.

If you were asked to describe

PERSONALITY
her, you would choose certain
traits that represent her, right?

Every brand
And so it is with brands.

Below are Grab’s Brand

should have Personality Traits. They are how

a unique
we wish our customers and
partners would describe us.

personality. Because of this, it is our

But what is
job to make sure all our
communications stay true

a personality?
to them. And at the very least,
we shouldn’t contradict them.
PART 1 1.4
THE GRAB STORY GRAB'S PERSONALITY
BOLD
Grab is daring and adventurous.
We stand up for what we believe
in without compromise. Even if it
means having to face challenges,
criticism, or even opposition.
12
“When our founder presented his idea for
Grab (then MyTeksi) to his professors at
Harvard, he was told that because of the
social purpose he gave the company, it would
be too hard to implement and not realistic.
But he held his ground. He faced the criticism.
He held true to his beliefs. And every time he
faced a no, he took it as one step closer to a
yes. Today, we have Grab.”
PART 1 1.4 13
THE GRAB STORY GRAB'S PERSONALITY

POSITIVE
Grab is confident and optimistic.
We believe a high performing
organisation is made up of human-
centric principles that lead to
beneficial social impacts.

“In Thailand, a single mother

was trying her best to make
ends meet. As a nurse, she
could make more working the
night shifts. But she didn’t
feel safe travelling so late.
Then Grab came along and
today she feels confident
working and travelling at night.
Creating this positive change
in her life and others like her is
who we are. Pretty cool, right?”
PART 1 1.4 14
THE GRAB STORY GRAB'S PERSONALITY

REAL
Grab is sincere and straightforward.
We are who we are - a local company
with a grand vision. Maintaining
the integrity to never compromise
our identity is very important.
And we always consider our
customers’ real needs.

“When we introduced GrabBike in Indonesia,

we went in with the promise of safety (it is
mission numero uno, remember). So when
recruiting drivers, we only accepted those
with the proper licence. Although the easier
way is to take anybody, we kept in mind our
customers’ need for safe transport. We didn’t
care if it was the best decision. We only know
it was the right one.”

So those are Grab’s personality traits. Now

let’s see how we can create communications
that are consistent with them.

Next stop, the Grab Toolkit.

PART 2

THE GRAB TOOLKIT

2.0 LOGO
2.0.1 Grab Logo
2.0.2 Logo & Service Icons
2.0.3 Specifications & Minimum Size
2.0.4 Logo & Colour
2.0.5 Logo Icons & Favicon
2.0.6 Logo Animation

2.1 COLOURS
2.1.1 Colour Palette
2.1.2 Colour Direction

2.2 TYPOGRAPHY
2.2.1 Typeface
2.2.2 Typographic Style – Contrast
2.2.3 Typographic Style – Legibility

2.3 PICTOGRAM
2.3.1 Services & Other Icons

2.4 FREEDOM LINES
2.4.1 Freedom Lines – Dos & Don'ts

PART 2 2.0 2.0.1 16
THE GRAB TOOLKIT LOGO GRAB LOGO

GRABBERS,
START YOUR ENGINES
Our Logo. It’s the most visible
element of our brand. It was
designed with freedom at its core.
The dual lines are inspired by …
you guessed it, roadways. They
represent the endless possibilities
the open road offers. And they
symbolise the parallel journeys
we’re taking with passengers.
Drivers. Grabbers. And society
at large.

Never try to redraw or alter the

logo. We want to be consistent,
don’t we? Only use the authorised
artwork. If space is an issue, refer
to the minimum size section
ahead.

On your marks. Get set. Logo!

Green Reverse white Black Reverse white
PART 2 2.0 2.0.2 17
THE GRAB TOOLKIT LOGO LOGO & SERVICE ICONS

GRAB, ASSEMBLE! Service icons

When featuring one of our service

icons with the logo, the thing to
remember is maintain visibility of
both elements. Pretty much the
same clear space rule applies. And GrabTaxi GrabCar GrabBike GrabExpress GrabHitch
never redraw or alter the logo or
service icons. Use the authorised
artwork only, please.

Refer to the examples for the correct

construction of the combination. Horizontal version Digital version Vertical version

Flash GrabHeli GrabHorse GrabFood GrabBike

PART 2 2.0 2.0.3 18
THE GRAB TOOLKIT LOGO SPECIFICATIONS & MINIMUM SIZE

OUR ONLY HALF

MEASURE
Always surround the logo with a
minimum area of clear space. This
protects it from any distracting
elements. Measure the vertical ½a
clear space to be half the height of
the “a” in Grab when placed on top ½a
and below the “a” in the logo. The
horizontal clear space must be half
the width of the “a” when placed
on each side of the logo.

This is of course the minimum.

More space for the logo to breath ½a
will be much appreciated.

SMALL WONDER Print

When it comes to its size, we think 7mm

our logo is wonderful in any size. 11mm
So scale it to the available space,
purpose, and legibility. But don’t
go too small as it might damage 11mm
its integrity (not to mention its
Digital
self-esteem). So please refer to the
minimum size guide shown here.
15px 25px

30px
PART 2 2.0 2.0.4 19
THE GRAB TOOLKIT LOGO LOGO & COLOUR

I SHADE YOU NOT

When our logo appears on a white
background, use our primary
colour, the Grab green (PANTONE®
355C). But when it appears on
different backgrounds, think about DON’T stretch the logo DON’T add an outline to the logo DON’T add a drop shadow DON’T outline the logo
maintaining contrast, clarity, and
legibility. Sometimes, the logo
needs to be reversed out. See the
examples given to guide you.

DON’T use non-approved colours DON’T bevel and emboss the logo DON’T extend the logo DON’T change the spacing of
the logo

DON’T mask a photo with the logo DON’T place the logo on a colour DON’T place the white logo on a DON’T use an overly busy
without sufficient contrast colour without sufficient contrast background image
PART 2 2.0 2.0.5 20
THE GRAB TOOLKIT LOGO LOGO ICONS & FAVICON

TRUE APPY-NESS ON TAB Grab – Logo for Favicon

These icons were created for our

mobile app. But it can still be used
in other digital platforms and 85% of the space
marketing materials where social
media icons are used. The icons can
only be in Grab green or white. Only
the Driver version can be in red.

Grab Grab

The only time we use the logo

85% of the space
with a single solid line instead of
the Freedom Lines is for favicons
(they’re the little icons you see
on your browser tabs). Only use
the solid logo for mediums below
16 pixels high. This is really for
legibility only.
PART 2 2.0 2.0.6 21
THE GRAB TOOLKIT LOGO LOGO ANIMATION

WE LIKE TO MOVE IT,

MOVE IT
From time to time, we get to do
animations and video commercials
(be still my beating heart). So, to
mark these special occasions, we
animate our logo. But, to maintain
consistency, here are a couple of
authorised animations you can
use:

Animation 1:
1. The animation must appear in
the centre of the screen.
2. The Freedom Lines should come
into view and start to form the
logo.
3. Refer to <https://drive.google.
com/open?id=0Bxq4nkWlhmJJX-
25QTVNoYkJZLWs>

Animation 2:
1. The animation must appear in
the centre of the screen.
2. The Freedom Lines should come
from the edge of the screen to
form the logo.
3. Refer to <https://drive.google.
com/open?id=0Bxq4nk-
WlhmJJOXMwWWVXejdyQU0>
PART 2 2.1 2.1.1 22
THE GRAB TOOLKIT COLOUR COLOUR PALETTE

Primary Colour
LET’S PAINT THE TOWN
GREEN GRAB GREEN PMS 355C
C90 M0 Y100 K0
% Tints 90 – 10
(only for web & app)
R0 G157 B59
Getting noticed in a sea of HEX #009D3B
competing communications isn’t
easy. But consistent use of colour
is one way to stack the odds in
our favour. At Grab we like green. Accent Colours
We have our own green. It’s our
WHITE WHITE
Primary Colour. And it should C0 M0 Y0 K0
dominate every piece you create. R255 G255 B255
HEX #FFFFFF

Having said that, we’re not limited DARK GRAY PMS BLACK 7 % Tints 90 – 10
to it. We also use a lot of white C0 M0 Y0 K85 (only for web & app)
and dark grey to complement the R75 G75 B75
HEX #4B4B4B
Primary Colour. There’s also our
Secondary Colours. See the next
section on how and when to use
them. Secondary Colours

PMS YELLOW C PMS 152 C PMS WARM RED C PMS BLUE 072C PMS 527C PMS 601C PMS 1625C PMS 210C PMS 382C PMS 311C
C0 M0 Y100 K0 C0 M50 Y100 K0 C0 M80 Y95 K0 C100 M80 Y0 K0 C60 M90 Y0 K0 C0 M0 Y40 K0 C0 M30 Y30 K0 C0 M45 Y10 K0 C30 M0 Y100 K0 C60 M0 Y15 K0
R255 G255 B0 R247 G148 B30 R241 G90 B41 R3 G78 B162 R127 G63 B152 R255 G249 B174 R251 G190 B167 R246 G162 B182 R191 G215 B48 R82 G198 B216
HEX #FFFF00 HEX #F7941E HEX #F15A29 HEX #034EA2 HEX #7F3F98 HEX #FFF9AE HEX #FBBEA7 HEX #F6A2B6 HEX #BFD730 HEX #52C6D8
PART 2 2.1 2.1.2 23
THE GRAB TOOLKIT COLOUR COLOUR DIRECTION

TO LIVE AND DYE FOR Static Medium

For static mediums, start with

our Primary Colour. It should
dominate the material. If you need
to add another colour from our
Secondary Colours, only pick one.
Use it to add depth and interest.
But apply it sparingly to cover no
more than 30% of the material.

An exception is when dealing with

animation. If more colours are
needed, use no more than three
Secondary Colours. The three
colours must not cover more than
30% of the material (consistency,
consistency, consistency).

Animation
PART 2 2.2 2.2.1 24
THE GRAB TOOLKIT TYPOGRAPHY TYPEFACE

WE WANT YOU TO HAVE Sanomat Sans

BOLD
FONTS
It’s the art of making words and
language more appealing. And

CONFIDENT
used correctly, typography can
convey images and feelings just
as well as any other graphical
elements. We’ve selected the

HUMAN
Sanomat Sans font family for our
brand. It’s elegant, clear and more
importantly, human. You’re reading
it right now (lovely, right?)

CLEAR
ELEGANT
MODERN
PART 2 2.2 2.2.1 25
THE GRAB TOOLKIT TYPOGRAPHY TYPEFACE

Sanomat Sans is a geometric sans Sanomat Sans

serif with both display and text
variants.
Sanomat Sans – This typeface is
suitable for headlines and large
titles.
Sanomat Sans Text – This typeface
is suitable for body copy and small
texts.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
SANOMAT SANS HAIRLINE & ITALIC
SANOMAT SANS THIN & ITALIC
SANOMAT SANS XLIGHT & ITALIC
SANOMAT SANS LIGHT & ITALIC
SANOMAT SANS REGULAR & ITALIC
SANOMAT SANS MEDIUM & ITALIC
SANOMAT SANS BOLD & ITALIC
SANOMAT SANS XBOLD & ITALIC
SANOMAT SANS BLACK & ITALIC
SANOMAT SANS STENCIL BLACK & ITALIC

Sanomat Sans Text

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
SANOMAT SANS TEXT HAIRLINE & ITALIC SANOMAT SANS TEXT SEMIBOLD & ITALIC
SANOMAT SANS TEXT BOOK & ITALIC SANOMAT SANS TEXT BOLD & ITALIC
SANOMAT SANS TEXT REGULAR & ITALIC SANOMAT SANS TEXT XBOLD & ITALIC
SANOMAT SANS TEXT MEDIUM & ITALIC
PART 2 2.2 2.2.1 26
THE GRAB TOOLKIT TYPOGRAPHY TYPEFACE

OTHER LANGUAGES Sanomat Sans Vietnamese

Localised typefaces for other SEA

countries:
Phương tiện nầy giúp bạn chuyển dịch nhanh giữa
Sanomat Sans Vietnamese các bài viết tiếng Việt có Formats và Encoding khác
Sanomat Sans Thai
兰亭黑 (Lan Ting Hei)
SANOMAT SANS HAIRLINE & ITALIC SANOMAT SANS MEDIUM & ITALIC
SANOMAT SANS THIN & ITALIC SANOMAT SANS BOLD & ITALIC
SANOMAT SANS XLIGHT & ITALIC SANOMAT SANS XBOLD & ITALIC
SANOMAT SANS LIGHT & ITALIC SANOMAT SANS BLACK & ITALIC
SANOMAT SANS REGULAR & ITALIC SANOMAT SANS STENCIL BLACK & ITALIC

Sanomat Thai

ในการสร้างแม่แบบเอกสาร การออกแบบโปสการ์ด
โปสเตอร์ แผ่นพับ หรืองานกราฟิกต่างๆ รวมถึงการ
SANOMAT TH LIGHT & ITALIC
SANOMAT TH REGULAR & ITALIC
SANOMAT TH MEDIUM & ITALIC

Lan Ting Hei

東南亞交通服务的先驅。
新加坡，马来西亚，印尼，菲律宾，泰国，越南
兰亭黑纤黑 LAN TING HEI EXTRALIGHT
兰亭黑中黑 LAN TING HEI DEMIBOLD
兰亭黑特黑 LAN TING HEI HEAVY
PART 2 2.2 2.2.2 27
THE GRAB TOOLKIT TYPOGRAPHY TYPOGRAPHIC STYLE – CONTRAST

LET’S MIX IT UP
We like to mix it up when using our HIGHLIGHT THE Typeset in Sanomat Sans
Bold & Regular

KEYWORDS
fonts. One of the ways we do it is
by combining fonts with different
weights. This is to add interest
and highlight certain messages

IN A SENTENCE
in the copy. But when we do this,
maintaining a clear contrast is
always a priority.

For Sanomat Sans, we combine

two levels of weighting and above.
As opposed to Sanomat Sans Text,
which has less contrast between
their weights, we use three levels
and above.
But beyond this, go wild. Have
fun with them. Play with the fonts.
Experiment. Just don’t be boring.
Here’s how to redeem RM15 off your 2 trips: Typeset in Sanomat Sans Text
XBold & Regular
1 Download and launch the Grab app.
2 Select the Menu button before selecting payment methods.
3 Tap on +Add on a New Debit/Credit Card
4 Fill in your credit/debit card details and select Finish!
PART 2 2.2 2.2.3 28
THE GRAB TOOLKIT TYPOGRAPHY TYPOGRAPHIC STYLE – LEGIBILITY

SHORT
JUST IN CASE Case 1

Sometimes, we use all uppercase

for our copy. To decide when to
do this, follow these two simple

AND
rules:

1. For titles shorter than five to

seven words, use all uppercase.

DIRECT
2. For titles longer than five to
seven words, use sentence case.

Why the range of “five to seven”?

It’s because some words are
longer than others (think different
languages). So sometimes a five-
word headline can be longer than
Case 2

Long elaborative
a seven-word one. So use your
discretion. We trust you. Really.

and informative
headers
PART 2 2.3 2.3.1 29
THE GRAB TOOLKIT PICTOGRAMS SERVICES & OTHER ICONS

WHAT YOU CAN DO, Service Icons

ICON DO BETTER
Here are all the icons in our library.
The circular service icons are the
same ones used in section 2.0.2
Logo & Service Icons. Don’t redraw
or alter any of these icons. Try to
use the authorised icons whenever
possible. But if you really need
to create a new one, contact the
regional creative team. They’ll sort
you out (in a good way).

Promo Icons Feature

PART 2 2.3 2.3.1 30
THE GRAB TOOLKIT PICTOGRAMS PICTOGRAMS – SERVICES & OTHER ICONS

OTHER ICONS Solid

CashC ardM essage Note Time Partner Share Total Driver

Inbox Shield Remove Star Here Touch Map Event

Call BusinessC alendar Promo History Drive Screening Insurance Billing

Outline

CashC ardM essage Note Time Partner Share Total Driver

Inbox Shield Remove Star Here Touch Map Event

Call BusinessC alendar Promo History Drive Screening Insurance Billing

PART 2 2.4 31
THE GRAB TOOLKIT FREEDOM LINES

FREEDOM LINES
The Freedom Lines were created
for our logo. But we can also use
them as graphical elements in our
communications (flexible, aren’t
they?)

In fact, the Freedom Lines are one

of our most important graphical
elements. It is a visual shorthand
that says, “We’re Grab. Let’s go for
a ride.”

We love them. And we show it by

being consistent with them. Here
are the few ways to use them.
PART 3
THE GRAB EXPRESSION
3.0 VISUAL & PHOTOGRAPHIC STYLE
3.0.1 Graphic Design
3.0.2 Lifestyle Photography
3.0.3 Overhead Photography
3.0.4 Stock Images
3.0.5 Adding the Primary Colour

3.1 COPYWRITING
PART 3
THE GRAB EXPRESSION
GRAB AT FIRST GLANCE
Now that we’ve mastered the
Toolkit, let’s start putting them
together. And the best place to start
is with our Brand Personality Traits
(10 points if you remember what
they are). If we keep to the same
style, eventually that style becomes
ours. So no matter what graphic
element, photograph or layout we
use, it will still be recognisable as
totally Grab.
3.0 33
VISUAL & PHOTOGRAPHIC STYLE
BOLD
Be vibrant and eye-catching. We’re an exciting company, so let our look
reflect that. Don’t be afraid of colour. But at the same time, don’t abuse it.
We’re daring and adventurous, but tasteful. Aim for simplicity and always
think of the best way to portray any subject matter.
POSITIVE
Show the world as we see it. A world full of optimism and opportunity.
Portray our drivers and passengers with easy smiles. Give our visuals a
fresh, uplifting outlook. But above all make sure they all come together
to reflect the best of our humanity.
REAL
What you see is what you get. No pretentions here. We’re Southeast
Asians, so let’s show the best of our region. Use great production values
without it being too slick. Show a slice of life without it feeling staged. And
we want the talents to react authentically instead of acting appropriately.
You know, keep it au naturale (and we don’t mean nudity, silly billy).
PART 3 3.0 3.0.1 34
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

THE COST OF FREEDOM

Just because they’re called the
Freedom Lines don’t mean you can
treat them willy-nilly. It should only
be used with edge out images or
typography. Keep it simple. Clean.
And colourful. When including
objects, make sure they’re fun. But
above all, be clear of the message.
Especially when using them with
typography. Now, let Freedom reign…
PART 3 3.0 3.0.1 35
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

The twist
should be
FREEDOM LINES shown

Here are some do’s when using the

Freedom Lines in your designs:
The length can be extended

Only rotate by 45°, 90°, 180° Only flip horizontally or vertically

PART 3 3.0 3.0.1 36
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES
Here are some don’ts when using the
Freedom Lines in your designs:

DON'T crop or cut them DON'T add fading effects to them DON'T form them into another DON'T distort them
object on their own

DON'T distort their perspective DON'T rotate them in any other DON'T add outlines DON'T alter them
angles but 45º, 90º and 180º

DON'T apply them in any other DON'T add drop shadows DON'T outline them DON'T exclude the twist
colours
PART 3 3.0 3.0.1 37
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES
Here are some more do’s and
don’ts when using the Freedom
Lines in your designs:

DON'T use them to mask a photo Mask edge-out objects only

DON’T use them with top shots or full bleed photos Use them with edge-out object
PART 3 3.0 3.0.1 38
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES AS
ROAD
Feel free to explore other ways to
use the Freedom Lines. Here are
some ideas to get you started.
PART 3 3.0 3.0.1 39
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES
INTERACTING WITH
OTHER OBJECTS
PART 3 3.0 3.0.1 40
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES AS
ANOTHER OBJECT
PART 3 3.0 3.0.1 41
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC GRAPHIC DESIGN
STYLE

FREEDOM LINES WITH

TYPOGRAPHY
PART 3 3.0 3.0.2 42
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC LIFESTYLE PHOTOGRAPHY
STYLE

TAKE A PICTURE.
IT’LL LAST LONGER.
If somehow, you manage to convince TRANSPORT SLICE OF
somebody to let you do a shoot, RELATED LIFE
take a deep breath. Remember
these requirements. The pictures
should look like street photography.
Get candid scenes. Ditch the poses
and over direction. Keep the colour
tones natural. And don’t forget to
add a dose of Grab green (for a bit
of luck, too).

GOOD
VIBES

ASIAN
FLAVOUR
PART 3 3.0 3.0.3 43
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC OVERHEAD PHOTOGRAPHY
STYLE

IN TOP FORM
With overhead pics, there are three
main requirements. They must
be colourful. Show them in an
uplifting way. And make sure they
are relevant. The props used for
them should be appropriate to your
messaging.

RELEVANT

UPLIFTING

COLOURFUL
PART 3 3.0 3.0.4 44
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC STOCK IMAGES
STYLE

THE SUBJECT, MATTERS PEOPLE: Posey & art directed vs. natural, candid moments

People
When choosing pictures of people,
make sure they are candid. Pick
those that show a slice of life
(no posers, please).

Places and Objects

With pictures of Southeast Asian
cities, some of them can be quite
“lively”. Try to pick ones that are
less busy. If possible, get pictures
with good depth of field.

PLACES: Busy & messy vs. clean & simple scene OBJECTS: 3D rendering vs. real object
PART 3 3.0 3.0.4 45
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC STOCK IMAGES
STYLE

DO’S AND DON’TS

Once you’ve made your selection,
there are still a few more things
to keep in mind. Pay attention to
the colour and tone of the stock
photos. Make sure they’re not over
or underexposed. They shouldn’t
be too warm or too cold. They
should be just right. Over saturated mood Unnatural colour tones

Here are some examples of this

Goldilocks rule:

Overexposed lighting

Underexposed lighting
PART 3 3.0 3.0.4 46
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC STOCK IMAGES
STYLE

DO’S AND DON’TS Too warm Just right Too cold

Once you’ve made your selection,
there are still a few more things
to keep in mind. Pay attention to
the colour and tone of the stock
photos. Make sure they’re not over
or underexposed. They shouldn’t
be too warm or too cold. They
should be just right.

Here are some examples of this

Goldilocks rule:
PART 3 3.0 3.0.5 47
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC ADDING THE PRIMARY COLOUR
STYLE

IT’S TOUGH BEING GREEN Natural application of green vs unnatural

Every photo should have a touch of

the Grab green. The main thing is to
make sure the green stands out. You
can add it to the subject. Or near
the pic’s focus point. Just make sure
it looks natural and not out of place
or illogical. It’s not necessary to use
the exact shade. You can make it one
shade darker or lighter. Just use your
artistic powers to decide.

1 SHADE DARKER

GRAB GREEN

1 SHADE LIGHTER
PART 3 3.0 3.0.5 48
THE GRAB EXPRESSION VISUAL & PHOTOGRAPHIC ADDING THE PRIMARY COLOUR
STYLE

IT’S TOUGH BEING Stand out vs. blend in

GREEN
Every photo should have a touch
of the Grab green. The main thing
is to make sure the green stands
out. You can add it to the subject.
Or near the pic’s focus point. Just
make sure it looks natural and not
out of place or illogical. It’s not
necessary to use the exact shade.
You can make it one shade darker
or lighter. Just use your artistic
powers to decide.
PART 3 3.1 49
THE GRAB EXPRESSION COPYWRITING

I KNOW THAT VOICE,

ANYWHERE
BOLD
Now that your visuals look Grab, The first things we want to convey are attitude and confidence. We should
it’s time to make them speak Grab. have a youthful spirit, but not at the expense of our intended messaging or
Just like before, we turn to our target audience. And pick your points carefully. When aiming for the heart,
trusty Brand Personality Traits for a targeted bullet is better than a scattershot of pallets.
guidance. It should help give us a
unique voice. Provided we use it
consistently, that is.

Don’t look at them as boundaries. REAL

Instead, view them as starting
points. That way, no matter who
Put on your customer hat when talking to consumers. But replace it with
does the talking (or writing, or a corporate one when it is called for (time to start a hat collection). Use
singing, or rhyming, you get the normal, simple language and don’t try to impress your audience with big
picture), it will be coming from the
same place. words. Say it … you know, like a cool human being.

POSITIVE
Our voice should be clever yet accessible. Playful yet direct. Sometimes
irreverent, but never disrespectful. Reassure the reader with benefits and
win them over with humour. Just like our app, it should put a smile on their
faces.
PART 3 3.1 50
THE GRAB EXPRESSION COPYWRITING

EXAMPLES BOLD (Don’t)

Grab presents the amazing RM1 rides for the first 5 km driving
distance when you pay with your credit card with GrabPay!
BOLD (Do)
Amazing RM1 Rides!

POSITIVE (Don’t)
Don’t waste your money by choosing other rides! Forget waiting
in line for poor service! Don’t put up with hassle and go with
Grab!
POSITIVE (Do)
Save time and money with a comfortable and safe ride by Grab.

REAL (Don’t)
At Grab, we strive to continuously provide passengers with the
most excellent and cost effective transportation method.
REAL (Do)
We work hard to always give you the best and most affordable
rides.
PART 4
THE GRAB TEMPLATES
4.0 PRINT
4.0.1 Print Advertisements
4.0.2 Billboards
4.0.3 Buntings

4.1 DIGITAL
4.1.1 Google Display Network (GDN)
4.1.2 Facebook
4.1.3 Twitter

4.2 BRAND ASSET LIBRARY

PART 4 4.0 4.0.1 52
THE GRAB TEMPLATES PRINT PRINT ADVERTISEMENTS

EXTRA, EXTRA,
GRAB ALL ABOUT IT
One final element to think about
is our template. The only items
that are locked and must be
placed consistently in all our print
materials are the placements for
the logo and download call-to-
action. The headline can be placed
freely based on the space available
1 2 3 4 5 6 7 8
and messaging needs. Here are a
few examples: text grid

Print Ad Full Page

1 2 3
Size: 261 x 370mm
Column: 8
Logo width: 1/3 of length Gutter: 5mm
Margin: 15mm
PART 4 4.0 4.0.1 53
THE GRAB TEMPLATES PRINT PRINT ADVERTISEMENTS

Print Ad Full Page Print Ad Half Page

1 2 3 4 5 6 7 8
text grid

1 2 3 4 5 6 7 8
text grid

Size: 261 x 180mm

Column: 8
Gutter: 5mm
Margin: 12mm

Size: 261 x 370mm

Column: 8
Gutter: 5mm
Margin: 15mm
Bottom Margin: 10mm
(for T&C)

Place the terms and conditions

at half the bottom grid

Place the terms and conditions

at half the bottom grid
PART 4 4.0 4.0.1 54
THE GRAB TEMPLATES PRINT PRINT ADVERTISEMENTS

Print Ad Double Spread

T&C place at half

the bottom grid

Size: 522 x 370mm

Column: 16
Gutter: 5mm
Margin: 20mm
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
text grid
PART 4 4.0 4.0.1 55
THE GRAB TEMPLATES PRINT PRINT ADVERTISEMENTS

PARTNER LOGO
SHARE AND SHARE
ALIKE
When partnering with another
brand, we have to find the best
way to take full advantage of
the team up. If the other brand
is stronger than ours (think
Cupertino), and they have their
own rules, we will respect their
way of doing things. If not, you
should use your judgement on
how to place their logo in our
communications to fit with our
format.

Align the Partner logo with the Grab logo Place the Partner logo on the top right corner Place the Partner logo at the end of the
body copy
PART 4 4.0 4.0.2 56
THE GRAB TEMPLATES PRINT BILLBOARDS

SIGN LANGUAGE Horizontal Billboard 60’ (w) x 20’ (h)

For billboards, the only locked item

is the logo placement. The headline
and download call-to-action can be
placed freely based on the space
available and messaging needs. See
the examples below.

1 2 3 4 5 6 7 8

Logo width: 1/8 of length

PART 4 4.0 4.0.2 57
THE GRAB TEMPLATES PRINT BILLBOARDS

Horizontal Billboard 40’ (w) x 10’ (h) Vertical Billboard 40’ (w) x 60’ (h) Vertical Billboard 70’ (w) x 78’ (h)

1 2 3 4 5 6 7 8 9 10

Logo width: 1/10 of length

1 2 3 4

Logo width: 1/4 of length

1 2 3 4

Logo width: 1/4 of length

PART 4 4.0 4.0.3 58
THE GRAB TEMPLATES PRINT BUNTINGS

WAVE OUR FLAG Bunting 2’ (w) x 8’ (h)

Buntings help to create presence at

a location. And so we need to make
sure they are easily recognisable.
But because of their size, we need
to use our logo a bit differently. For
buntings, the logo must always be
placed at the top. Please refer to the
examples below.

1 2 3 4

Logo width:
3/4 of length
PART 4 4.1 4.1.1 59
THE GRAB TEMPLATES DIGITAL GOOGLE DISPLAY
NETWORK (GDN)

TOE THE LINE, ONLINE A. Margin 5px E. Margin 50px

480 x 32px
When creating ads for the GDN, use
these templates. They’re grouped
B. Margin 10px
based on resolution, proportion,
and size. Of course we can’t show
every available specification, but we 320 x 50px 468 x 60px

think you can figure it out. Just have

a closer look at these examples.
728 x 90px

GrabCar

970 x 90px
768 x 1024px

120 x 160 x
600px 600px 320 x 100px 300 x 100px

C. Margin 15px

GrabCar

GrabCar
GrabCar

200 x 200px
GrabCar

GrabCar

250 x 250px 300 x 250px 1024 x 768px

336 x 280px

D. Margin 20px

Gr

GrabCar

GrabCar

480 x 320px
Gr
GrabCar

320 x 480px
GrabCar

300 x 600px
PART 4 4.1 4.1.1 60
THE GRAB TEMPLATES DIGITAL GOOGLE DISPLAY
NETWORK (GDN)

A. Margin 5px 480 x 32px

480 x 32px

B. Margin 10px 120 x 600px 320 x 100px

320 x 50px
468 x 60px
728 x 90px
Logo height: 2/3 h
970 x 90px
320 x 100px
300 x 100px
120 x 600px 468 x 60px
160 x 600px

728 x 90px

970 x 90px

Logo width: 1/2 w

PART 4 4.1 4.1.1 61
THE GRAB TEMPLATES DIGITAL GOOGLE DISPLAY
NETWORK (GDN)

C. Margin 15px 200 x 200px 300 x 250px 336 x 280px E. Margin 50px 768 x 1024px
200 x 200px 768 x 1024px
250 x 250px 1024 x 768px
300 x 250px
336 x 280px

Logo width: 1/5 w

Logo width: 1/3 w

Logo width: 1/3 w

Logo width: 1/3 w

D. Margin 20px 480 x 320px 320 x 480px 300 x 600px

480 x 320px 768 x 1024px

320 x 480px
300 x 600px

Logo width: 1/3 w

Logo width: 1/3 w

Logo width: 1/2 w

PART 4 4.1 4.1.2 62
THE GRAB TEMPLATES DIGITAL FACEBOOK

TO LIKE OR NOT TO LIKE FB Post

We do a lot of our communications on Size: 1200 x 1200px

Margin: 50px
Facebook (it’s all for Grab, honest). Grid: 5x5
So it helps if we can be consistent
with our messaging. Here’s a simple
guide on how to do that.

FB PPLA

Size: 1200 x 628px

Margin: 50px
Grid: 5x5
PART 4 4.1 4.1.3 63
THE GRAB TEMPLATES DIGITAL TWITTER

A LITTLE BIRD TOLD ME

Just because we only get 144
characters, doesn’t mean we can’t
have more character in our tweets
(in fact, we take it as a challenge).
Here’s how we do Twitter at Grab.

Size: 921 x 512px

Margin: 40px
PART 4
THE GRAB TEMPLATES
NO LATE FINES HERE
All the artwork shown in this Brand
Guide can be found in our Brand
Asset Library. They’re filed in folders
to make it easier for you to find what
you need. Please use the correct
asset for the medium you’re working
on. We’re open 24/7. So drop in
anytime.
4.2 64
BRAND ASSET LIBRARY
The Grab Brand Guide_18 April 2016 KEY TO FILE NAMES AND FORMATS
RGB Screen colours
1_The Grab Toolkit CMYK Four-colour print
PMS_355C Pantone® colour coated
1_Logo Black_85% 85% tint of black
100dpi 100 pixels per inch (screen)
2_Colours 300dpi 300 pixels per inch (print)
.ico Favicon file format for Windows
3_Typography_Font .png Compressed file format with
transparent background
4_Pictogram .eps Adobe Illustrator file fomat
.jpg File format for compressed images
5_Freedom Lines .psd Adobe Photoshop file format
.indd Adobe InDesign file format
6_Grab Visual Template .pdf Adobe Acrobat file format
.docx Microsoft Word file format
7_Stock Library .pptx Microsoft Powerpoint file format
.otf Open Type
(available for both Mac & PC)
PART 5

THE GRAB LEGAL

5.0 LEGAL GUIDELINES FOR
BRANDING & MARKETING
(REGIONAL)
PART 5 5.0
THE GRAB LEGAL LEGAL GUIDELINES
LEGAL GUIDELINES As a starting point for those who do
not have legal background or may
FOR BRANDING &
be interested in learning a little more
MARKETING (REGIONAL) about terminology and definitions, we
have some brief explanation about
the different types of the relevant
intellectual property rights below.
Copyright
Copyright is for original works of
literature, drama, music, art or
intellectual property (e.g. printed
material, etc.) Once an original
piece is completed, it automatically
receives copyright protection.
Copyrights can be designated by
attaching the symbol ©. Available to
published and unpublished works,
a copyright gives the owner the
exclusive right to reproduce the work,
prepare derivative works, distribute
copies and perform/display the work
publicly.
Trademark
Trademarks are for words, symbols,
devices or names that are used to
distinguish the goods of one manu-
facturer or seller from that of another.
Any distinctive name, symbol, or word
that has been successfully registered
is designated as trademarked with the
symbol ™. The trademark designation
notifies others that the product’s
name and design are the company’s
property. However, unless registered
with the relevant trademark authority,
it does not prevent use of the mark in
another country.
Using the ® and ™ symbols
Difference – the ™ symbol can be used
where a company wishes to claim a
trademark and the mark need not be
registered. However, the ® symbol
may only be used if it has been regis-
tered in the trade mark register of the
respective country where it is to be
used. (e.g. The “MYTEKSI” trademark
has been registered in Malaysia, but
“GRABCAR” is not.) Therefore, we
may use ® for the “MYTEKSI” mark
but not for the “GRABCAR” mark. We
may, however, use the ™ symbol with
the “GRABCAR” mark.
Do not assume that a particular mark
has been registered in a particular
country. Due to the rebranding
exercise, several trademarks have
been accepted for registration, but
have yet to be registered. When in
doubt, please get in touch with our
Legal team.
66
Third party trade marks
1. No material or graphics should
include third party symbols or
logos, unless there has been an
express agreement with the third
party that such symbols or logos
are to be included.
2. Where an image is used, ensure
that all branding/third party
symbols or logos (whether logos
on vehicles, name of shops in the
background) for which no per-
mission to use has been obtained
are blurred, pixelated or redacted
altogether.
3. Where images of taxis are used,
ensure that specific colour/
design of taxis does not belong
to a particular taxi company in
the particular country. We should
not be associating the GRAB
brand with any independent taxi
companies.
4. The only exception where the
above can be disregarded is where
an image is used in the ‘News’
section on the website, as news
reporting is an exception to use of
third party trade marks.
PART 5 5.0 67
THE GRAB LEGAL LEGAL GUIDELINES

LEGAL GUIDELINES Third party marketing Always obtain an express permission

1. Any marketing to advertise a third
FOR BRANDING &
party product or service should
MARKETING (REGIONAL) include the correct logo, as well as
replicating any existing trademark
symbol in copy, where applicable.
2. Take note of any agreement
between such third parties
whereby they have stipulated
special conditions, such as a
condition that there should not
be any amendments made to the
logos which have been provided
such as resizing, etc.
to use a third party’s trademark even
though the marketing arrangement
with the third party states or implies
that the owner of the mark has
approved the association of GRAB’s
products or services with its product,
service or business. If no permission
is obtained, never suggest or imply
any association with the other party.
Note: If you are in doubt as to wheth-
er your activities would infringe on
the above or you have any queries,
please contact our Legal team.

Copyright This version is dated 20 April 2016.

It will be good practice to include
the following copyright statement
on the last page/frame of a GRAB
document/video, and EVERY page of
a GRAB website: Copyright © GRAB
2016

Other matters
We should avoid making exaggerated
and unsubstantiated claims (e.g.
“Number 1”, “Free rides”, etc)
Always include an express request for
use of trademark and/or copyright
in any marketing proposals made to
third party partners.
IN CLOSING You’ve reached the end of the Grab Brand Guide. (You’re the
first! Just kidding.)

Now you’re ready to start your journey in building and expanding

the Grab brand. We truly believe your efforts, imagination,
dedication, and passion will drive our brand forward.

And for that, we sincerely thank you.

Before you go, we just want to urge you to keep flipping

through this guide now and then. It takes time to apply all these
guidelines. And it takes a lot of effort and discipline to create
consistent brand communications. But we have faith in you.
And we believe you will put as much love and pride into it as all
Grabbers do.

If you have any questions or concerns, please contact us at

brandguide@grab.com. We don’t have all the answers, but we’re
sure we can solve it together.

Grab ya’ later.