BRAND GUIDELINES

CORPORATE BRAND GUIDELINES

April 2019 1
BRAND IS WHAT OTHERS TALK ABOUT US
WHEN WE ARE NOT IN THE ROOM.

CORPORATE BRAND GUIDELINES 2

 Brand is more than a logo, it is the anthem we all sing in our hearts and minds, it is experience of us we

leave behind with our customers, associates, partners at every touch point. This brand guideline document

attempts to help you deliver a clear, coherent and consistent experience of our brand across channels
Meenu Bagla
through the right imagery, symbols, practices. In line with the times, it addresses many more assets than

before, ranging from our email signature to our branded merchandise.

Please use these earnestly to deliver CONNECTED EXPERIENCES to our CONNECTED WORLD.

All our thoughtful actions and expressions will build greater equity for our brand.

CORPORATE BRAND GUIDELINES 3

CORPORATE BRAND GUIDELINES 4
Table of Contents
1. MAHINDRA GROUP PHILOSOPHY 8

2. TECH MAHINDRA BRAND PROMISE 8

3. BRAND GUIDELINES 9

4. BRAND ARCHITECTURE 10

5. BRAND ARCHITECTURE STRATEGY FOR MAHINDRA 12

6. TECH MAHINDRA LOGO & BRAND ELEMENTS 14

7. COLORS 46

8. TYPOGRAPHY 48

9. BRAND APPLICATION 52

10. BRAND GUIDELINES FOR TECH MAHINDRA SUBSIDIARIES 68

11. DIGITAL & SOCIAL MEDIA GUIDELINES 80

12. TONE OF VOICE 84

13. CONTACT AT TECH MAHINDRA 86

CORPORATE BRAND GUIDELINES 5
 THE MEANING
Rise is our reason to be and our rallying cry. It
means rising above limitations. It means defying
the odds. It means thinking alternatively and
creating a better life for you, your family, your
customers and the world. And for Mahindra,
Rise means becoming world-class in everything
we do, setting newer benchmarks of excellence,
conquering tough global markets and becoming
the global No.1 in every industry we operate. So
read on. Rise and help us Rise.
CORE PURPOSE
We will challenge conventional thinking and
innovatively use all our resources to drive
positive change in the lives of our stakeholders
and communities across the world, to enable
them to Rise.
CORPORATE BRAND GUIDELINES
BRAND PILLARS
ACCEPTING NO LIMITS
We will think big and look beyond conventional
boundaries. We will encourage our people to be
adaptable and agile, benchmark beyond global
best-in-class, and take well-reasoned risks to
deliver breakthrough products, services and
solutions for our customers.
Rise by daring to disturb the universe.
ALTERNATIVE THINKING
We will apply alternative thinking and new
approaches in our everyday work life. We will
seek out fresh, diverse perspectives and reward
those who deliver alternative thinking. We will
direct our intellect towards customer-focused
innovation and will use our ingenuity to add
value to our stakeholders.
Rise with your ingenuity.
DRIVING POSITIVE CHANGE
We will deeply understand the needs of our
customers and offer them quality products and
services that will not only delight them, but
improve and transform their lives. We will put
our customers at the centre of our business
and build strong relationships. We will strive
to bring about positive change in our own lives,
and enable our customers and communities to
Rise.
Rise by shaping destinies.
CORE VALUES
PROFESSIONALISM
We have always sought the best people for
the job and give them the freedom and we will
continue to do so. We will support innovation
and well-reasoned risk-taking, but will demand
performance.
GOOD CORPORATE CITIZENSHIP
As in the past, we will continue to seek long-
term success, which is in alignment. We will
do this without compromising ethical business
standards.
CUSTOMER FIRST
We exist and prosper only because of the
customer. We will respond to the changing
needs and expectations of our customers
speedily, courteously and effectively.
QUALITY FOCUS
Quality is the key to delivering value for money
to our customers. We will make quality a driving
value in our work, in our products and with
others. We will do it ‘First Time Right’.
DIGNITY OF THE INDIVIDUAL
We will value individual dignity, uphold the right
to express disagreement. Through our actions,
we will nurture fairness, trust and transparency.
6
 HOUSE OF MAHINDRA

CORE PURPOSE

BRAND PILLARS

DRIVING
ACCEPTING ALTERNATIVE
POSITIVE
NO LIMITS THINKING
CHANGE

CORE VALUES

PROFESSIONALISM GOOD CORPORATE CITIZENSHIP

CUSTOMER FIRST QUALITY FOCUSED DIGNITY OF THE INDIVIDUAL

CORPORATE BRAND GUIDELINES 7

 OUR BRAND PHILOSOPHY

CONNECTED WORLD.
CONNECTED EXPERIENCES.
Our positioning represents the new connected world, offering innovative and customer-
centric services and solutions integrating technology with business, thereby enabling
Enterprises, Associates and Society to Rise™.

CONVERGENT EXPERIENCES DESIGN EXPERIENCES DIGITAL EXPERIENCES

Intelligent symphony of technology Reinvent possibilities in real and will transform the way individualsand
platforms & solutions virtual world! enterprises Will live

CORPORATE BRAND GUIDELINES 8

BRAND GUIDELINES

We have developed a set of brand guidelines to be followed in all our communication material.
The objective of these guidelines is to ensure a clear understanding of the new brand and
subsequently assist in the creation of verbal and visual communication and it’s implementation
across various touchpoints.

This manual introduces and illustrates our brand vendors to adhere to these standards to ensure legal rights to fonts and photographs. Please
architecture. This entails outlining our brand consistency in presenting our brand. refer to the Pantone shade book
architecture strategies, and specific guidelines
Please use British english unless communicating to match colours. All photographs, addresses,
on how to use our brand voice, new graphics
specifically to an American english speaking symbols and other details used on collaterals are
device, photography style, typesetting, grids and
audience. FPO (for placeholder only).
colours across various applications.
Official procedures must be followed to secure
It is essential for all partner agencies and

CORPORATE BRAND GUIDELINES 9

 OUR BRAND ARCHITECTURE

We have a new product. We are starting a

Should we n ame it new company.
around Tech Mahindra? Do we call it
Tech Mahindra XYZ?

Should the Tech Mahindra Should I use the

name be before or after the Tech Mahindra logo for
specific b usiness name? the new product?

CORPORATE BRAND GUIDELINES Defined brand architecture help answer these questions 10
 WHY BRAND ARCHITECTURE MATTERS?
INTERNAL ADVANTAGE
• Greater efficiencies in brand building
• Opportunity for greater collaboration and synergies
• Brings focus, clarity and discipline to branding decisions
EXTERNAL ADVANTAGE
• Builds a consistent image of a company’s brands across
businesses, geographies and customer types
• Optimises opportunities for cross-selling/brand reinforcement
• Provides an external manifestation of strategic intent and
creates differentiation in the market. Helps customers
navigate through multiple offerings
CORPORATE BRAND GUIDELINES
OBJECTIVES
STRATEGIC OBJECTIVES
• Make the brand bigger and much more global
• Make the brand a strong driver of business results
• The strategic intent is to leap and not to take small
incremental steps – group aspiration
BRAND ARCHITECTURE OBJECTIVES
• A disciplined and effective brand management system to
manage brand use across the group
• Enable brand decision making as per Indian & global
branding and communication norms
• Align brand strategy with the business portfolio
management
11
 ARCHITECTURE
STRATEGY FOR MAHINDRA

CORPORATE BRAND GUIDELINES 12

 HOUSE OF BRANDS + BRANDED HOUSE

MANY BRANDS SINGLE BRAND

PRODUCT CENTRIC CORPORATE CENTRIC

FOCUS EFFICIENCY
HOUSE OF BRANDS BRANDED HOUSE

The brand architecture that’s right for Mahindra is a hybrid model, customised to take the best
aspects from two ends of the spectrum.

CORPORATE BRAND GUIDELINES 13

TECH MAHINDRA

These brand guidelines should be implemented by anyone who

uses Tech Mahindra brand. It is very important that we all use the
Tech Mahindra identity, in the same way, providing a consistent
presentation to all our members, our partners,
and our suppliers. If the identity is to work then we must make
sure that we are consistent in its use on everything we produce.
Whether in print or online.

These guidelines are designed to help us do that. They set out rules
about what we can do and what we can’t do. They use relatively
simple and, hopefully, reasonably easy to understand. If you follow
the advice contained inside then you cannot go far wrong.

Always refer to these guidelines when you are using the logo in any
way. If you are uncertain about what is appropriate, do not hesitate
to contact the marketing team, We will be happy to help.

CORPORATE BRAND GUIDELINES 14

PRIMARY LOGO

The Tech Mahindra logo is a wordmark with two colours.

The logo’s wordmark is a fully customised font and is completely unique to us. It has mild serifs that give it a structured, classic, sophisticated feel.
Their rounded edges soften the font and make it friendly and accessible.
This horizontal version of our logo is preferred for all applications.

CORPORATE BRAND GUIDELINES 15

LOGO VARIATIONS

Use only White / Light backgrounds For dark backgrounds

* The black logo is purely used for marchendise and shoud never be used for any Print or Digital format

CORPORATE BRAND GUIDELINES 16

LOGO USAGE

X
From the logo to
Logo Spacing Right edge space
Print and Online

Minimum width
The logo minimum width is 110px or height 31px.

Pantone PANTONE 186C -

Process coated C0 M100 Y 81 K4 C0 M0 Y0 K70

RGB R227 G24 B55 R109 G110 B113

Maximum width
Hexa Code #e31837 #6d6e70 There is no maximum size defined for this logo.

CORPORATE BRAND GUIDELINES 17

LOGO USAGE

COLOR VARIANTS ON DIFFERENT BACKDROUNDS

The examples shown above are of incorrect logo usage

CORPORATE BRAND GUIDELINES 18

INCORRECT USAGE

INCORRECT USAGE

COLOUR SCHEME DISPROPORTIONATELY SCALED LOGO IN SINGLE LINE

Do not use other colours Tech Mahindra logo should never be Tech Mahindra logo should never be
stretched disproportionately. presented in single line.

A COMPANY

UNUSUAL ANGLE TINTS, SHADES AND TRANSPARENCY LOGO IN SINGLE LINE and TEXT
Do not use the Tech Mahindra logo other Do not use tints, shades or tranparency Tech Mahindra logo should never be
than horizontally positioned on the page. when reproducing the Tech Mahindra logo presented in single line.

The examples shown above are of incorrect logo usage

CORPORATE BRAND GUIDELINES 19

EVENT’S LOGO VARIATIONS

PARTNER / EVENT LOGO USAGE

eg:
Partner
Partner Logo
Logo
eg: Partner
Logo

When the primary logo or secondary logo is used in partnership with logos from
other organisations the Tech Mahindra isolation zone ( ) should be used with a thin line seperator in between the logos as shown above in the example.

CORPORATE BRAND GUIDELINES 20

EVENT’S LOGO VARIATIONS

PARTNER LOGO USAGE

The minimum size shows the

Partner Partner
smallest allowed usage of Logo Logo
the logo. This is to prevent
the logo or part of it from not 25 mm

being legible.
The minimum size is defined by the size of the “Tech Mahindra” (25 mm)”
Tech Mahindra logo should
always be used either in
actual colour or in white.
Ensure whenever the
logo is used, it has to be
visible clearly on all the
backgrounds. Partner
Logo
Partner
Logo

CORPORATE BRAND GUIDELINES 21

EVENT’S LOGO LOCKUP EXAMPLES

EVENT LOGO LOCKUP / USAGE

The above logos when ever used for any communication needs prior permission from the corporate marketing

CORPORATE BRAND GUIDELINES 22

EVENT’S LOGO LOCKUP EXAMPLES

EVENT LOGO LOCKUP SAMPLES

CORPORATE BRAND GUIDELINES 23

EVENT’S MICROSITE

EVENT MICROSITE

Event Microsite

CORPORATE BRAND GUIDELINES 24

EVENT’S LOCATION BRANDING

EVENT COLLATS

Save the date mailer Registeration Banner

Welcome Banner Event Posters

CORPORATE BRAND GUIDELINES 25

EVENT’S ID CARD

FP
Name
Surname
Tech Mahindra

FP

CORPORATE BRAND GUIDELINES 26

EVENT’S LANYARD COLOR CODES

( R:227 G:24 B:55 ) ALL TECHM (MARKETING / LEADERS)

( R:250 G:115 B:45 ) ANALYSTS & ADVISORS

( R:190 G:145 B:235 ) STARTUPS & PARTNERS

( R:137 G:137 B:137 ) SUPPORT STAFF ( CS / TIM /AGENCY)

( R:140 G:200 B:65 ) CUSTOMERS

CORPORATE BRAND GUIDELINES 27

EMAIL SIGNATURE

STANDARD EMAIL SIGNATURE

C:0 M:100 Y:81 K:4

R:227 G:24 B:55
Arial Bold

Arial Regular

Name
Circle Name I Sub Circle
Mobile Number I Land Line No
Follow me @xyz

Social Media Icons

CORPORATE BRAND GUIDELINES 28

EMAIL SIGNATURE EVENTS

SAMPLE EMAIL SIGNATURE FOR EVENTS

CORPORATE BRAND GUIDELINES 29

EVENT’S MERCHANDISE

EVENT MERCHANDISE

Always use the black logo on Stainless Steel and Pens. Other Merchandise items color and white logos to be used

CORPORATE BRAND GUIDELINES 30

EVENT’S BRANDING

EVENT MERCHANDISE

CORPORATE BRAND GUIDELINES 31

MULTIPLE LOGO USAGE

When more than one logo is used (partner/sponsor logo) the user should refer the respective logo usage guidelines
of that company/companies and apply accordingly.

CORPORATE BRAND GUIDELINES 32

MULTIPLE LOGO USAGE

This guideline standardised the usage of multiple logos for digital, print, mail and other signage executions. Some examples above.

CORPORATE BRAND GUIDELINES 33

SUB CIRCLE LOGO USAGE

Placing logos on pictures

If the logos are placed on images as a secondary element (not part of the central graphics theme), always use the top right corner as a primary logo placement area. Still respecting the safe areas.

This applies to all logotypes. And the sub initiative logos should always be smaller than the primary logo. They should never be presented side by side or on the top. Subcircle or initiative logos should
always be placed at the bottom.

Top Ridge Preferable corner Preferable corner

Sub Initiative logos Bottom Ridge

Mailers/Screen savers

CORPORATE BRAND GUIDELINES 34

SUB CIRCLE LOGO USAGE

Incorrect use of logos in the pictures

The above examples clearly show how

logos are used wrong in the
creatives

CORPORATE BRAND GUIDELINES 35

BRAND ELEMENTS

Mahindra has a distinctive graphic device called the Ridge. It is used as a unifier across all Mahindra businesses. It is a pathway to achieving one’s potential
and aspirations. The Ridge appears on most touchpoints. It is a unique identifier for brand Mahindra.

TOP LEFT RIDGE

BOTTOM RIGHT RIDGE

CORPORATE BRAND GUIDELINES 36

BRAND ELEMENTS

The brand line “Connected World. Connected Experiences.” can be used in the above formats, depending on the layout.
Option 1 and 2 should always be used inside the ridge element only. Option 3 and 4 can be placed in the layout at the bottom when only ridge element is used.

CORPORATE BRAND GUIDELINES 37

BRAND ELEMENTS USAGE

y
BOTTOM RIGHT RIDGE
x

12y

4x

Print size Screen size

Minimum size
5 cm 437 pixels

CORPORATE BRAND GUIDELINES 38

BRAND ELEMENTS USAGE

y
TOP LEFT RIDGE

1.75y

2.75x

Print size Screen size

Minimum size
5 cm 437 pixels

CORPORATE BRAND GUIDELINES 39

BRAND ELEMENTS USAGE

01I Graphic Device

BOTTOM RIGHT THICK RIDGE

CORPORATE BRAND GUIDELINES 40

BRAND ELEMENTS USAGE

01I Graphic Device

BOTTOM RIGHT RIDGE TOP LEFT RIDGE

x
x

1/2x

1/2x
x x

To ensure the prominence and legibility of the corporate identity, space around the Ridge is required at all times. This invisible box should remain free from any
other elements, such as imagery, typography and graphics devices. This is already built into the final artwork.

CORPORATE BRAND GUIDELINES 41

PERMUTATIONS

2. TOP LEFT RIDGE:

Used sparingly
For e.g. on signage, ads and PowerPoint™ etc.

1. B OTTOM RIGHT RIDGE

Used as default
For e.g. on all stationery items, ads etc.

3. BOTTOM RIGHT THICK RIDGE:

Used in exceptional cases
On collaterals where space is required for extra
copy at the bottom; for e.g. print advertisements, standees,
calendars etc.

CORPORATE BRAND GUIDELINES 42

WRONG USE OF RIDGE ELEMENT

01I Graphic Device

Misuse of the Ridge

CORPORATE BRAND GUIDELINES 43

ARROW ELEMENT

Tech Mahindra uses a distinctive graphic element resembling next or rising up.

CORPORATE BRAND GUIDELINES 44

WRONG USE OF ARROW ELEMENT

Some samples on the correct usage of the arrow element in the creatives. Always ensure the arrow representing the move forward or
rising up. It never should be represented in downside pointing or going backwards.

CORPORATE BRAND GUIDELINES 45

COLORS Primary Paletter

Our Palette Pantone PANTONE 186C -

Process coated C0 M100 Y 81 K4 C0 M0 Y0 K40

Clean, natural, organic colors make up
Tech Mahindra’s primary two color palette.
RGB R227 G24 B55 R167 G169 B172

Energetic Red Warm Grey

Red Power, Energy, Sophisticated,
Used sparingly for headers, quotes or Action Warm, Intelligent
highlighting the specific part of a text,
website buttons, etc. When combining colors, Secondry Palette and Tertiary Palette
secondary colours should be used only when
accompanied by one or more colours from
the primary palette.

Grey
Used in context of the text paragraphs,
highlighting, etc...

Cool Grey` Sunrise Bark Brown Horizon Dusk

Timeless, Practical, Orange Growth, Ambitious, Modern, Warm
Solid Joyful, Friendly, Renewal Safe
CMYK is a technical term used in most printing specifications. It
Stimulating
refers to: Cyan, Magenta, Yellow and Black, which are the colours
mixed and used in print.
- PANTONE 152C PANTONE 478C PANTONE 1365C
RGB is a technical term used in most digital format specifications.
It refers to Red, Green and Blue, which are the colours mixed for
digital imagery. C0 M0 Y0 K70 C0 M51 Y100 K1 C40 M86 Y100 K30 C0 M29 Y72 K0

R109 G110 B113 R243 G144 B29 R124 G53 B32 R253 G188 B95

CORPORATE BRAND GUIDELINES 46

CO LORS Correct Usage

Using the Palette a

Our colour palettes are the foundation for beautiful
designs that look great with our photos. While the
Combine lines + Shades Place white logo or text Place color logo over
usage of the colours is somewhat flexible, there are of the primary palette over any palette color neutral or contrasting color
some general rules to follow:
• Use our primary palette when
possible, particularly red and grey
• Create contrast using combinations of
a
light and dark colours.
• Darker colours can be made slightly
Combine primary and Use solid, opaque colors Use transparent dark
transparent and overlayed on photos secondary colors with text over photos colors over photos
• Use our secondary colour palette
sparingly, particularly the lighter colours.
Incorrect Usage

Combine colors with Place the two color logo Combine colors that do not
subtle or no contrast over a non-neutral color include primary palette colors

CORPORATE BRAND GUIDELINES 47

T Y P OGR A PHY

Primary Font

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.

CORPORATE BRAND GUIDELINES 48

T Y P OGR A PHY

Primary Font

Oswald font can also be used as a primary font. Oswald is a

sans-serif font. It goes well with Arial. It is available in light, normal
and bold weights are used for all print collaterals.

CORPORATE BRAND GUIDELINES 49

T Y P OGR A PHY

Secondary Font

Arial Regular and Bold are the default typefaces for all web and
electronic media applications.

CORPORATE BRAND GUIDELINES 50

BR AND A PPLIC ATION

Associate ID card

55 55

Incase of emergency reach us at

Toll free Number

1800 30 728926 (Option 0)

85 85
If found, please drop in the post box

Associate Name Tech Mahindra Limited

Plot no 1, Phase III,
Associate ID Blood Group Rajiv Gandhi Infotech Park,
Hinjewadi, Pune - 411 057.
Maharastra.

Tel: +91 20 4225 0000

Fax: +91 20 4225 2501
Authorised Signatory

Associate ID Blood Group

*All measurements are in mm

Associate Name
Authorised Signatory

Associate ID Blood Group

Associate ID Card

Authorised Signatory

CORPORATE BRAND GUIDELINES 51

BR AND A PPLIC ATION

Letter Head

CORPORATE BRAND GUIDELINES 52

BR AND A PPLIC ATION

Letter Head
Page 01 10 60 Continuation Sheet 10
10 60 49 10

22.5 22.5

Align

Fold Line Fold Line

Fold Line Fold Line

37.5

150
Size:W 210mm x H 297mm *All measurements are in mm

02A General Letterhead + Continuation Sheet

CORPORATE BRAND GUIDELINES 53

BR AND A PPLIC ATION

Envelope

CORPORATE BRAND GUIDELINES 54

BR AND A PPLIC ATION

Envelope

02B Envelope: A4

10 53
Centre Line

20

Mr. Desai
Landor Associates
204 Peninsula Centre Centre Line
Dr. S.S. Rao Road
Parel Mumbai 400 012

40

160
Size (Closed): W 240mm x H 110mm

*All measurements are in mm

CORPORATE BRAND GUIDELINES 55

BR AND A PPLIC ATION

Business Card

CORPORATE BRAND GUIDELINES 56

BR AND A PPLIC ATION

Business Card

02C Business Card: Default

5 39 5 38 5 5 17

10.5

Infocity, Hi-Tech City, Madhapur Align

Hyderabad - 500081
(Telangana) India.

Connect with us:

19.5

techmahindra.com 11
5 5

Front Back 45

Size: W 92mm x H 54mm

*All measurements are in mm

CORPORATE BRAND GUIDELINES 57

BR AND A PPLIC ATION

Press Kit Folder

CORPORATE BRAND GUIDELINES 58

BR AND A PPLIC ATION

Press Kit Folder

02F Press Kit Folder

Back Front
10 70 90 70

50

80

10

Size (Closed): W 230mm x H 305mm

Fold Line

*All measurements are in mm

CORPORATE BRAND GUIDELINES 59
BR AND A PPLIC ATION

Notepad

CORPORATE BRAND GUIDELINES 60

BR AND A PPLIC ATION

A5 Notepad

CORPORATE BRAND GUIDELINES 61

PH OT OG RA PHY

Show portraits of Tech Mahindra Associates who have lived the tenets of Rise and
who are role models for others. The Associates should be across all demographics
that the Tech Mahindra businesses have touched and made a difference.

Show Associates across all the levels, from entry level associates to CEO.
The Tech Mahindra heroes.

EMOTION: Tech Mahindra‘s heroes. Call to action.

TREATMENT: Colour

CAMERA ANGLE: 2 types of angles low angle. Taken from below the person helps
frame the person showing his confidence. Front portraiture. Capturing the real
spirit of the person.

PHOTOGRAPHY: INTERNAL COMMUNICATION

CORPORATE BRAND GUIDELINES 62

ST OCK I M AGERY

These large landscape images help reinforce Tech Mahindra‘s industry

capabilities. The rise element comes across through the strong graphic
lines within each image drawing the viewer into the images.

EMOTION: Powered by Tech Mahindra

TREATMENT:
• Technology
• Connected Experiences
• Futuristic Technology
• People and Technology
• Rise

CAMERA ANGLE: Front view, panoramic. The angles must follow and
capture experiences for a more impactful image.

STOCK IMAGERY: EXTERNAL COMMUNICATION

CORPORATE BRAND GUIDELINES 63

BR AND A PPLIC ATION

ADVERTISING

#UNLOCKEXPERIENCES
FOR A CONNECTED FUTURE
Building the foundation with Networks of the Future TechM driving
Designing Experiences with the Internet of Things Sustainability for the Future
Driving Business Velocity with DevOps, AI and RPA
Delivering Customer Experiences with interplay of digital,
Awards & Recognition
design and convergence Constituent of the FTSE4Good Emerging Index 2017
Listed as a ‘Rising Star’ in the CDP’s India Leaders 2017
To know more, log onto
https://www.techmahindra.com/unlockexperiences.html Included in the RobecoSAM 2018 Sustainability Yearbook & received Silver Class distinction
for excellent sustainability performance
Winner of the Mahindra Group Grand Master Sustainability Award 2017
Commitment to Science Based Target initiative
UNGC Signatory
Winner of iNFHRA’s FM Excellence Conference Awards 2017
Recognized as World Leader for Supplier engagement on Climate Change 2018 by CDP- the only Indian
Company on this Leader Board
Member of DJSI World Index for 2017- one amongst the only 4 Indian companies to be listed

#unlockexperiences
FOR A BRIGHTER FUTURE
Where science and art converge.
Tech Mahindra is a US$ 4.5 billion company with 115,850+ professionals across
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CORPORATE BRAND GUIDELINES 64

BR AND A PPLIC ATION

DIGITAL – POWERPOINT

CORPORATE BRAND GUIDELINES 65

BR AND A PPLIC ATION

SIGNAGE – EXTERNAL

CORPORATE BRAND GUIDELINES 66

BR AND A PPLIC ATION

SIGNAGE – INTERNAL

CORPORATE BRAND GUIDELINES 67

CORPORATE BRAND GUIDELINES 68
 BRAND GUIDELINES
FOR TECH MAHINDRA
SUBSIDIARIES

CORPORATE BRAND GUIDELINES 69

 Current Logo

Pantone PANTONE 186C -

Process coated C0 M100 Y81 K4 C0 M0 Y0 K0

RGB R227 G24 B55 R109 G110 B113

Suggested Logo Option

A Tech Mahindra Company

Reverse Logo for dark backgrounds

A Tech Mahindra Company A Tech Mahindra Company

CORPORATE BRAND GUIDELINES 70

LOGO SIZES

61.5 mm

Small
3.9 mm
A Tech Mahindra Company

30 mm

90 mm

Medium
3.9 mm
A Tech Mahindra Company
44 mm

115 mm

Large
3.9 mm
A Tech Mahindra Company
55 mm

CORPORATE BRAND GUIDELINES 71

 Current Logo

Pantone PANTONE 186C -

Process coated C0 M100 Y81 K4 C0 M0 Y0 K0

RGB R227 G24 B55 R109 G110 B113

Suggested Logo Option

A Tech Mahindra Company

Reverse Logo for dark backgrounds

A Tech Mahindra Company A Tech Mahindra Company

CORPORATE BRAND GUIDELINES 72

LOGO SIZES
61.5 mm

Small

2 mm
A Tech Mahindra Company

37 mm

85.5 mm

Medium

2.85 mm
A Tech Mahindra Company
51.5 mm

110 mm

Large

3.5 mm
A Tech Mahindra Company
66 mm

CORPORATE BRAND GUIDELINES 73

 Current Logo

Pantone PANTONE 186C -

Process coated C0 M100 Y81 K4 C0 M0 Y0 K0

RGB R227 G24 B55 R109 G110 B113

Suggested Logo Option

A Tech Mahindra Company

Reverse Logo for dark backgrounds

A Tech Mahindra Company A Tech Mahindra Company

CORPORATE BRAND GUIDELINES 74

LOGO SIZES

51 mm

Small
2 mm
22 mm

75 mm

Medium
2 mm

37 mm

100 mm

Large
2 mm

43 mm

CORPORATE BRAND GUIDELINES 75

 Current Logo

Pantone PANTONE 186C -

Process coated C0 M100 Y81 K4 C0 M0 Y0 K0

RGB R227 G24 B55 R109 G110 B113

Suggested Logo Option

A Tech Mahindra Company

Reverse Logo for dark backgrounds

A Tech Mahindra Company A Tech Mahindra Company

CORPORATE BRAND GUIDELINES 76

LOGO SIZES

27.4 mm

Small
2 mm
A Tech Mahindra Company

25 mm

44 mm

Medium

3 mm
A Tech Mahindra Company

41 mm

58.6 mm

Large

4 mm
A Tech Mahindra Company
54 mm
CORPORATE BRAND GUIDELINES 77
 Current Logo

Pantone PANTONE 186C -

Process coated C0 M100 Y81 K4 C0 M0 Y0 K0

RGB R227 G24 B55 R109 G110 B113

Suggested Logo Option

A Tech Mahindra Company

Reverse Logo for dark backgrounds

A Tech Mahindra Company A Tech Mahindra Company

CORPORATE BRAND GUIDELINES 78

LOGO SIZES

60 mm

Small
2 mm
A Tech Mahindra Company

29.5 mm

88 mm

Medium
2.85 mm
A Tech Mahindra Company

43 mm

104.5 mm

Large
3.3 mm
A Tech Mahindra Company
65 mm

CORPORATE BRAND GUIDELINES 79

 DIGITAL AND SOCIAL MEDIA
GUIDELINES

CORPORATE BRAND GUIDELINES 80

 SOCIAL MEDIA POLICY FOR ACQUIRED COMPANIES
Companies Acquired that will not retain
their names and identities
• Social Media Channels need to be
updated with suffix (name-of-the-
company) – a Tech Mahindra company
• The social media followers need to be
made aware of the channel transition by
sending messages to join Tech Mahindra
corporate social media channels
• The social media channels and websites
need to be merged with Tech Mahindra
social media channels and websites
CORPORATE BRAND GUIDELINES
Companies Acquired that will retain • #UnlockExperiences – Networks of the
their names and identities Future, Designing Experiences with IOT,
Driving Business Velocity through DevOps
• Social Media Channel bio should be
and Automation, Delivering Convergent
updated with suffix (name-of-the-
Customer Experiences
company) – a Tech Mahindra company
• #InTheFuture – Immersive content from
• Company social media channels should
The WSJ
share and retweet content from Tech
Mahindra channels • #FUTURise – Envisioning and creating a
future to enable people to Rise
• Company social media channels should
use only the recognized hashtags while
communicating messages about Tech
Mahindra, namely
81
BR AND A PPLIC ATION

SOCIAL MEDIA

CORPORATE BRAND GUIDELINES 82

BR AND A PPLIC ATION

TWITTER

FACEBOOK COVER BANNER

LINKEDIN

TWITTER

CORPORATE BRAND GUIDELINES 83

 TONE OF VOICE

CORPORATE BRAND GUIDELINES 84

 PROFESSIONAL INFORMAL FRIENDLY

Press Release

Print Advertisement

Internal Newsletter

Corporate Brochure

Intranet

Success Story

Business Letter (External)

Social Media

Example: Example: Example:

“Dear Sir/Madam” “Hello there” “Hi”

Tonality to lead with while keeping the others in mind

CORPORATE BRAND GUIDELINES 85

 CONTACT AT
TECH MAHINDRA

CORPORATE BRAND GUIDELINES 86

 For Brand and Digital
Meenu Bagla
meenu.bagla@techmahindra.com
+91-9845944052

For Social Media

Arun Kurian
AK00503133@TechMahindra.com
+91-9591995131

CORPORATE BRAND GUIDELINES 87

 connect@techmahindra.com
www.techmahindra.com

Copyright © Tech Mahindra 2019. All Rights Reserved.

Disclaimer: Brand names, logos and trademarks used herein remain the property of their respective owners.

CORPORATE BRAND GUIDELINES 88