Apollo Tyres Identity Guide

Version 1, April '09

Here comes the sun!

www.apollotyres.com

For decades we have been making great tyres. They've proved immensely popular not just in India but in other parts of the world as well. Now the time has come for us to move to the next level and become a truly international player. Our offer will be the same as ever: tyres that combine performance, safety, style and value. But the way we present Apollo, our brand is going to change. We intend to stand out from the other big tyre brands. After all, we are not like them. We are young, ambitious, Indian and proud of it. We would like to project our internal reality to the world at large, invite the outside world into our domain. We are going to introduce a bit of colour, wit and fun into the representation of Apollo. Tyres engineered par excellence. A brand for the man and woman on the street.

Enjoy the ride ahead! Neeraj Kanwar

Vice Chairman & Jt. Managing Director Apollo Tyres Ltd.

Contents
Page
Chapter One
Welcome to the sun Brand Idea 1 2 5 5 7 10 11 12 14 15 15 17 18 21 23 24 24 25 25 26 27 27 28 29 29 29 30 30 30 31 32 32 33 34 35 36 36 37 37 38 38 39 39 39 39 39 39 40 40 40 40 40 41 41 41 42 42 42

Chapter Two
The key elements of the new identity system The new apollo log The discs The colour palette The Apollo font

Chapter Three
Using the elements together The company name "Apollo Tyres Ltd." The use of the website address The literature template The PPT presentation template The stationery

Chapter Four
The printed / electronic collateral Office posters The new retail identity Simulation of external retail signage Flange signage Network Partner External Sign Banner / Flag Network partner shop reception & flag Welcome Banner Office External Signage Pylon sign Office External Signage Limda plant main building Limda plant entrance Coasters Wall Clock Mouse pad External signage for Health Care Centre External signage for Apollo TRUST outlets External signage for Apollo Pragati Kendra Supporting logos and design elements Vehicle graphics Material specifications for signage

Chapter Five
Print / advertising communication Square format Rectangular formats Strip ad and online formats Corporate posters/print advertising The combined corporate poster

Chapter Six
Merchandise T-shirts Coffee mug Pen drive Pens Cap Paper bag Cloth bag Keyring Lanyard Service overalls Car stickers Laptop Stickers Shelf stickers Note Book / Journal Paper Cube Swiss card

Welcome to the sun!

The new look Apollo tyre brand. The new look Apollo Tyres Ltd.
The new identity is young, dynamic, colourful and flexible. This guide is version 01. As we progress further with the implementation of the identity system we will issue upgraded versions. The guide is designed to provide complete understanding of the new identity system and its implementation across various media. It is in a simple book format with various chapters covering various subjects. Correct representation of the brand's identity is crucial to its success. It delivers the same message across all points of interaction with our partners, customers and stakeholders. All across the world. Therefore we must ensure correct implementation of the guidelines enclosed here. Please read the writeups in each chapter as they explain the identity system and its typical "do's and don't's".

Corporate Marketing Apollo Tyres Ltd. April 2009

The Brand Idea

Spending more money than you really need to on a set of tyres isnt clever. Were not talking about cheap skating here tyres are too important for that. What we are talking about, though, is self confidence and value for money. Youve got the best car you can afford. You want to look after it without going mad. When you come to buying fresh tyres, perhaps youll decide that conspicuous consumption is not for you. The big global brands could look a bit too flash and cost you an arm and a leg. Competitive Indian brands are just too old-fashioned both in terms of product performance and brand appeal. Apollos, on the other hand, give you a combination of performance, safety, style and value. Our style is colourfuland exuberant a refreshing change from the macho posing in which most tyre companies indulge. And we dont overprice our tyres to finance extravagant sponsorships and calendars. Instead we pay attention to the details that make a difference to our customers through more relevant technology and a more empathetic after-sales service. Thats why people in the know choose Apollo. Its the smart choice.

We make tyres

Were the Sun God

The discenergy, sun, mobility, wheel

Four discsFour wheelsautomotion!

Sunrises / Sunsets
We draw inspiration from the palette that nature provides us in sunrises and sunsets. It is from here that our core brand colours have evolved.

The key elements of the new identity system The new Apollo logo
The new Apollo logo, as is clear, is just "Apollo" and not Apollo Tyres as it used to previously appear. Used in the context of our business, the pure and simple Apollo logo will clearly represent the tyres we make and market. This is the best way to depict a truly global brand of choice. And do not bother about there being other products and services also with the same Apollo name in the marketplace. In the tyres business, there is and will be only one Apollo depicted in this style. Just like there is no confusion between Lincoln the car brand and Lincoln the president of the United States! While the new Apollo logo can be depicted in black / purple / orange / grey [we told you the new system is flexible!], we recommend that the logo is best represented in purple when in colour. One clarification, the new look "Apollo" is a logo and not a font, or writing style. It cannot be extended into creating letters of the alphabet or used in running text.

In black

In colour

Examples of correct & incorrect use of the Apollo logo

Incorrect

Correct

X
X

X
X

X
X

X
Tyres

X
The minimum size the apollo logo should appear is 3.5mm in height.
3.5mm

has a new corporate identity.

X
6

The discs
The discs are the design element accompanying the new Apollo logo. They represent the environment in which we market the Apollo brand. The purple disc stands for the tyre. The orange disc stands for the sun. Both discs, in the patterns shown, have to appear with each other to complete the environment. There is also a single colour depiction of the discs. This should be used along with single colour representation of the Apollo logo. A word of caution... we must be very careful with the use of the discs and follow the guidelines 100% for correct depiction.

The purple discs

The orange discs

The disc pattern

The discs in single colour

In full colour against a dark background

The grey disks are at 60% transparency while the coloured portions are at 25%.

In single colour against a dark background

The disks are at 60% transparency

Spacing between the discs

Correct Incorrect

The pattern defined in the given artworks is sacrosanct. The discs can be scaled to any size but should not be moved independently.

Examples of correct & incorrect use of the disc patterns

Incorrect Correct

x x x x
9

The colour palette

The primary colour palette is used for the representation of the key elements of the identity programme. The primary colour palette of purple, orange, black and grey - in CMYK and Pantone references for the ease of printers. The secondary colour palette should be used only for supporting the primary colour palette, for example, data charts etc. in annual reports. At this initial stage in the implementation of the system, we are not covering any implementation of the secondary colour palette.

Primary colours

Secondary Colours

Apollo Purple

CMYK: 80 100 0 0 RGB: 82 25 115 Web: #521973 Pantone: 2685Coated Pantone: 274Uncoated

Apollo Turquoise

CMYK: 60 0 20 0 RGB: 59 179 194 Web: #3BB3C2

Apollo Orange

CMYK: 0 80 100 0 RGB: 225 86 22 Web: #E15616 Pantone: 166Coated/Uncoated

Apollo Deep Yellow

CMYK: 0 20 100 0 RGB: 248 195 0 Web: # F8C300

Apollo Grey

CMYK: 14 12 17 0 RGB: 202 200 192 Web: #CAC8C0 Pantone cool gray3Coated Pantone cool gray 2Uncoated

Apollo Magenta

CMYK: 0 100 0 0 RGB: 221 19 123 Web: # DD137B

Apollo Black

CMYK: 100 0 0 0 RGB: 31 26 23 Web: # 000000 Process Black

Apollo Chartreuse

CMYK: 40 0 100 0 RGB: 132 194 37 Web: #84C225

Apollo White

CMYK: 0 0 0 0 RGB: 225 225 225 Web: #FFFFFF

10

These colours can be used to create charts and graphs for your presentations.

The Apollo font

The primary font is called "Flama". It is used on elements like the business card, stationery, retail signage and select portions of print communication. Being a proprietory font, it is not for general circulation and use.

Primary Typeface ( Apollo Flama)

Aa
Apollo Flama Basic Apollo Flama Book Apollo Flama Medium Apollo Flama Bold Secondary Typeface ( Arial)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ,./';[]\=-`_+|}{":?>< #$%&@

Apollo Flama Basic Italic Apollo Flama Book Italic Apollo Flama Medium Italic Apollo Flama Bold Italic

The secondary font to be used is "Arial". This font is to be used in all communication and presentations.

Aa
11 3

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BRAND GUIDELINES

Using the elements together

Now that we have a good idea of the key elements of the new identity system, let us have a look at how we put the elements together, especially the Apollo logo and the discs in the right colours. This chapter depicts the combinations worked out to be used in various pieces of communication and on various media.

Vertical Apollo Logo

Horizontal Apollo Logo

Circular Apollo Logo

0.5X X X X

0.5X X

Vertical Apollo - The vertical Apollo logo always faces upwards, that is it ends with the "o" of Apollo on the top - the logo can never face down.

12

X X

The 'combination' logo - Apollo with 4 discs

Vertical combination

X 0.5X

X 0.5X

X 0.5X X 0.5X X

Horizontal combination

X 0.5X

1.5X

1.5X 0.5X X

13

The company name "Apollo Tyres Ltd."

The company name Apollo Tyres Ltd. always appears in Flama font in conjunction with the Apollo logo - this is a deviation from the past where the company name was written in the same style as Apollo. There are two ways the company name appears with the Apollo logo, as follows: Way 01 - on items like business cards, stationery, literature, reports - here the Apollo logo appears standalone while the company name appears with the address and the website address

NEERAJ KANWAR Vice Chairman & Jt. Managing Director D: +91-124-2721101 T: +91-124-2383002 F: +91-124-2383359 neeraj.kanwar@apollotyres.com APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India www.apollotyres.com

Way 02 - on items like corporate signage, banners, corporate sponsorship signages - here the Apollo logo appears in purple with the company name [in Flama font] in grey - there are two options - Option 01 where the company name appears below the logo and Option 02 where the company name appears alongside the logo

Vertical format
X 0.5X

0.5X

Apollo Tyres Ltd.

0.5X X

Apollo Tyres Ltd.

Horizontal format
0.5X X X

Apollo Tyres Ltd.

X 0.5X

Apollo Tyres Ltd.

The artwork of these logos are provided. There are no other variations apart from usage in reverse (as white) and must be used as is.

14

The use of the website address www.apollotyres.com

It is proposed to use the website address in the close vicinity of the Apollo logo, as shown on our 2009 wall and desk calendars - this helps reinforce the fact that Apollo is a tyre brand and also projects the brand as being modern and dynamic.

X 0.5X

www.apollotyres.com
0.5X X

www.apollotyres.com

The artwork of this logo is provided. There are no other variations apart from usage in reverse (as white) and must be used as is.

The literature template

Consists of the Apollo logo + discs + literature title + website address - the literature can be an information folder, the Quarterly Trade Communication, the product folder etc. - at the initial stages of implementing the new system, we propose to give all literature one uniform look as it is crucial to drive home the new identity across as many touch points as possible, as quickly. Cover layout for full-bleed printing Option 1
Front Back
APOLLO TYRES LTD.
7 Institutional Area Sector - 32 Gurgaon - 122 001, India www.apollotyres.com

Merchandise

www.apollotyres.com

15

Option 2

Front

Back

Merchandise

APOLLO TYRES LTD.

7 Institutional Area, Sector 32 Gurgaon - 122001, India T: +91-124-2721101, +91-124-2383002 F: +91-124-2383359 www.apollotyres.com

www.apollotyres.com

Cover layout for non-bleed printing Front Back

16

The PowerPoint [PPT] presentation template

We have provided 2 options here; use any one that matches your mood [just to repeat, this is a flexible system we have!] Option 1
Title Slide
Text Slide
This is dummy copy this is dummy copy this is dummy copy this is dummy copy this is dummy copy --This is dummy copy this is dummy copy this is dummy copy --This is dummy copy this is dummy copy

www.apollotyres.com

www.apollotyres.com

Thank you!
The sun never sets

www.apollotyres.com

Option 2
www.apollotyres.com

Text Slide
This is dummy copy this is dummy copy this is dummy copy this is dummy copy this is dummy copy --This is dummy copy this is dummy copy this is dummy copy --This is dummy copy this is dummy copy

www.apollotyres.com

Title Slide

www.apollotyres.com

Thank you!
The sun never sets

17

The stationery
Here we provide the images of the business card, the letterhead, the envelope and the clear document folder; ideally get the first batches of each item produced centrally from the Administration Department at Head Office, Gurgaon as a ready reference - this will ensure uniform representation of the identity

Business card

NEERAJ KANWAR Vice Chairman & Jt. Managing Director D: +91-124-2721101 T: +91-124-2383002 F: +91-124-2383359 neeraj.kanwar@apollotyres.com APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India www.apollotyres.com

Front

X X

NEERAJ KANWAR Vice Chairman & Jt. Managing Director D: +91-124-2721101 T: +91-124-2383002 F: +91-124-2383359 neeraj.kanwar@apollotyres.com APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India www.apollotyres.com

2X

Font Size: 7pt

X X X

Back

18

Letterheads
Head Office
APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India T: + 91 124 2383002 F: + 91 124 2383017/20/21 www.apollotyres.com

APOLLO TYRES LTD. Village Limda Taluka Waghodia Baroda 391760 Gujarat, India T: + 91 2668 262580 F: + 91 2668 262588 www.apollotyres.com

Registered Office: Cherupushpam Building, 6th Floor, Shanmugham Road, Kochi 682031, India.

Limda Plant
Registered Office: Cherupushpam Building, 6th Floor, Shanmugham Road, Kochi 682031, India.

APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India T: + 91 124 2383002 F: + 91 124 2383017/20/21 www.apollotyres.com

APOLLO TYRES LTD. Village Limda Taluka Waghodia Baroda 391760 Gujarat, India T: + 91 2668 262580 F: + 91 2668 262588 www.apollotyres.com

Registered Office: Cherupushpam Building, 6th Floor, Shanmugham Road, Kochi 682031, India.

Registered Office: Cherupushpam Building, 6th Floor, Shanmugham Road, Kochi 682031, India.

19

Envelopes
Vertical Horizontal
APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India

APOLLO TYRES LTD.

7 Institutional Area Sector - 32 Gurgaon - 122 001, India www.apollotyres.com

Horizontal with window

APOLLO TYRES LTD. 7 Institutional Area Sector 32 Gurgaon 122001, India

Document Folders

75% of folder width

20

The printed / electronic collateral

All collateral and printed forms / formats must incorporate the new Apollo logo ideally in the designated purple colour.

Cheques

A/ C

PA YE E

ON LY

OR ORDER

Rs.
C.C. A/c No.
ANWB

Authorised Signatories

Wrapping paper

21

Electronic reports
COMPILED TEST REPORT
Record No: Project No: Size: Design /Pattern: Customer: TES NO SL NO INFLATED DIMENSIONS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Rim width(Inch) Inflation pressure(Psi) Overall width (mm) Section width (mm) Tread arc width (mm) Tread width(mm) Tread arc radius (Inch) Non skid depth (mm)-CL Size factor(mm) Static loaded radius (mm)(Calcualted) Rolling circumfernce (mm)(Calculated) Foot print analysis - Land /sea ratio Tyre weight (Kg) Hardness -Tread / Sidewall PARAMETER Date: Type: Category: Construction: PAGE NO: 1 OF 2 REF TEST MTHOD TEST RESULT TARGET

Claim forms
Claim Inspection Docket
Date: DD/MM/YY

Dealer Name & Address

Customers Name & Address

Tel. No: Complaint Docket No.

Claim No. Size & Description PR

Tel. No:
Serial No. I/II Mould No. Invoice No. Invoice Date

DD/MM/YY

History Card

Cargo 4x2

Parcel 6x2 6x4

TK

Bus TA-I

PM TA-II

ST TA-III

Car

Jeep

T/T

INDOOR PERFORMANCE 1 2 3 4 5 6 High speed endurance Load endurance High speed endurance with 2 camber (pass radial) Plunger energy Bead unseat pressure ( for pass radial) Bead compression value ( average of 5 tyres,, individual data to be attached ) - (pass radial)

UNIFORMITY YIELD ( for passenger car radial tyres only) 1 2 3 RFV / RFH1 (max) LFV (max) Gas yield / OE yield

Wheel Position at the time of Removal : (Circle whichever is applicable)

3 7 11 15 19

2 4 8 12 16 20

1 5 9 13 17 21

6 10 14 18 22

Test plan
TEST PLAN
Request No. Date Released Date Test Plan Code Product Description Date & Ref. no. Item Code NDP

Product development request forms

PRODUCT DEVELOPMENT REQUEST (PDR) & VOICE OF CUSTOMER (VOC)
PDR No. Project No. B. PRODUCT INFORMATION Size PR / LI Pattern Customer specified special characteristics, if any : B1. Whether the development is an extension of the existing product? B2. If yes,details of the exisiting product. C. PRODUCT INFORMATION (Desirable) ( For reference only. CFT to decide the final dimension for tires other than OE tires. For OE follow OE specification) Domestic / Export: OE / Replacement: (Essential) Construction Type Lug / Rib / Semilug / C.C / M & S / All terrain / Any other ( specify): Radial/ Bias: Tube type / Tubeless:

Export / Domestic Replacement

Date : Priority:Top /Medium /Low:

A. OBJECTIVE OF THE DEVELOPMENT :

Product Features

OD (mm) SW (mm) NSD (mm) Tyre Std. Name

Speed rating Weight (Kg)

DLR (mm) SLR (mm) R. Circ (mm)

Satic Bal (gm) Dyn. Bal (gm) Valve

RFV LFV Conicity

Special Identification and Serial Block Objectives

ITTAC/ETRTO/JATMA/T&RA/BIS/INMETRO/SASO/SABS/FMVSS/ECE/ASRTU/DOT -

D. CUSTOMER DETAILS Contact person E mail Export / Domestic - (Any specific region / state / country) Passenger / MUV / SUV/ Van / 6 Wheeler / Multi Axle / Trailer / Dummy Axle / Bus / LCV / Mini Bus / Front / Rear Moderate- ___ % Normal - ___% Heavy -___ 0% Super Heavy- ___% Highway / Mining / Sand / Country Road / Industrial Retreadability Max tyre Inf Regroovability Address E.SERVICE / APPLICATION CONDITIONS (Desirable) Service Area

Total Tyres

Application Load(%) Terrain Exp.Mileage (Km)

Distribution

RDC

Location

Control Test

Follow up

Total

Specific vehicle details, if any.

Fitment Plan

Parameters

Location

No. of Tyres

Avg.Distance/Day Km Any other requirments F. BENCHMARK TYRE DETAILS Tyre Size Reason for selection Specific property to be addressed from benchmark G. VEHICLE INFORMATION: Essential Information Vehicle Make : Vehicle Model: Rim : Desirable Information Ground clearance Min.dual spacing Toe in / Toe out Caster angle Suspension

Brand 1 Brand 2

If customer is OE, give OE details. Laden Front / Rear Axle load : kerb / GV Weight : Speed ( Max.): Engine BHP Brake Rear : Disc / Drum Drive: Front / Rear Drive: 2 wheel / 4 Wheel

Brake front:Disc / Drum Braking system Camber angle

H. KEY COMPETITOR'S INFORMATION (Essential) Ranking on the basis of market perception / performance Competitor A Brand Ranking Appearance Mileage Retreadability Market Share % Structural perf. Inst./Other Wear Nature Noise Riding comfort price Weight * Tyres to be ranked with 1 as the best FR-CT-01/New/10-09-06 PAGE 01 OF 03 Replacement A B C ATL OEM Outstanding features * A B C ATL Existing

Rotation Plan

No Rotation permitted

B C

MD

MD

M729

M729

M729

M729

MD

MD

First vehicle

Second vehicle

NSD measuring points

Marking in grooves / Distance from the centre lines

22

Office posters

Our Core Values Our Vision

A significant player in the global tyre industry and a brand of choice, providing customer delight and continuously enhancing stakeholder value.
CREATE represents the Apollo One Family concept. It takes each one of us to complete this circle. It is only when each Apolloite successfully completes what he or she is responsible for, is success possible.

C Care for customer R Respect for associates E Excellence through teamwork A Always learning T Trust mutually E Ethical practices

Quality Policy
We will achieve customer delight by striving for excellence in the quality of our products and services, using a fact-based approach for continual improvement, that ensures all processes contribute to business success.

Information Security Policy

Apollo Tyres Ltd. is committed to the security of Organisational Information Assets including data of all business partners associated with it. Apollo Tyres Ltd. will ensure that appropriate information security controls are applied and integrated to ensure information protection and threats to confidentiality, integrity and availability, thereby enhancing the confidence of and adding value to all its stakeholders. There will be continual monitoring management level to ensure compliance. at the

Neeraj Kanwar
Vice Chairman & Jt. Managing Director

23

The new retail identity

This chapter is dedicated to the way the new identity will look in the marketplace. External signage, internal signage. In various size formats. Horizontal. Square. Vertical. In the designated colours. The external retail signage is one application of the new identity where the Apollo logo appears in white against a black box. This has been deliberately done to ensure maximum visibility in daylight and at night. Please go through all elements of the signage depicted here to ensure the implementation is 100% as desired. The dealer name will appear on signages in Apollo Flama Bold in English and a similar font in the local language.

Simulation of external retail signage

National Tyres

uskuy Vk;lZ

24

Flange signage
X X X

Network Partner External Sign

1:1 Without dealer name

0.5X X 0.5X X X 0.5X 3X

1.5X X

Up to 2 feet
1:1 With dealer name

0.5X

2-6 feet

X 0.5X 3X 0.5X

0.5X

Shri National Tyres

0.5X

Above 6 feet

2:1 Without dealer name

Y X Y

2:1 With dealer name

Y X Y

Shri National Tyres

X X X 0.5X X 0.5X X

Jh uskuy Vk;j

25

X X Y X X

3:1

Shri National Tyres

Jh uskuy Vk;j
X X X X

4:1

2Y

Shri National Tyres

Jh uskuy Vk;j
X X X X

6:1
2Y X 3Y Y

Shri National Tyres

Jh uskuy Vk;j
X X 0.5X 0.5X

Banner / Flag
1:2 2:3
Y Y

1:3
Y

1.5Y

1.25Y

2.25Y

X
X

X
.5X .5X

0.5X

0.5X

26

0.5X

0.5X

Network partner shop reception & flag

3:2
X 0.5X

0.5X 0.75Y X

The design/artwork is the same as a horizontal flag.

Welcome Banner
i:4

Welcome
This is dummy copy this is dummy copy This is dummy copy
www.apollotyres.com

27

Pylon sign

1:1

0.75Y

0.5X

Tyres Alloy Wheels Alignment Balancing Services

0.5X X X

3:2

Tyres Alloy Wheels Alignment Balancing Services

Y

0.5X

0.5X X 0.75Y

28

Office External Signage

2Y

.25Y

District Office
X

Limda plant main building

29

4Y

www.apollotyres.com

Limda plant entrance

Coasters
X

Wall Clock
4X 3X X 4X 3X

0.75Y

30

X 1.5X 0.5X

Mouse pad

External signage for Health Care Centre

2Y

3X X

Y X

X 3X

The artwork of this signage is provided. Sizes will be adapted along the guidelines for retail signage.

31

External signage for Apollo TRUST outlets

Y 0.5X

2Y

Shri National Tyres

World-class Tyres. World-class Service.

0.5X X X X

Jh uskuy Vk;j
X

External signage for Apollo Pragati Kendra

Y 0.5X

2Y

Shri National Tyres

Jh uskuy Vk;j
0.5X X X X X

The artwork of this signage is provided. Sizes will be adapted along the guidelines for retail signage.

32

Supporting logos and design elements

World-class Tyres. World-class Service.

2 Invent+9 I S+Implement E 0 0 Innovate M I N

33

Vehicle graphics
Office / Plant Bus

Tata Ace delivery vehicle

Service / Delivery Van

35

Material specifications for signage

Type Material Specs Waranty Sign Facia Specifications Box Specifications

1 X1 M.S. Double Frame with Anti Rust Coating 3M Panagraphics-II Flexible Substrate 3M Panagraphics-II Flex + 3M 3630-22 / 363044/3630-128 and SC 2330-93 series vinyl + Acrylic Letters 26 Gauge Powder Coated GI Sheet for Top/Bottom/Side Covers 3 Years 3M SC 3630-22/SC 3630-44/ SC 3630128/SC 2330-93 Vinyl 28 Gauge GI Sheet for Back Cover Philips Make Tube Light/Copper Choke/Starter with ISI marked Wiring Al L angle Extrusion for Edge to Edge Lighting 1 X1 M.S. Double Frame with Anti Rust Coating 3M Panagraphics III Flexible Substrate 3M Panagraphics III Flex + Back to Back Printing on HP Scitex + 3M 8520 Over laminate 26 Gauge Powder Coated GI Sheet for Top/Bottom/Side Covers 28 Gauge GI Sheet for Back Cover 3M 8520 Over laminate Philips Make Tube Light/Copper Choke/Starter with ISI marked Wiring Al L angle Extrusion for Edge to Edge Lighting

Backlit Signage

10 MM Solid Acrylic Letters 010

Backlit Signage

3 Years

Back to Back Printing on HP Scitex

1 X1 M.S. Double Frame with Anti Rust Coating 3M Lumina II Flexible Substrate 3M Lumina II Flex +3M SC 3630-22/SC363044/SC3630-128/SC 233093 Vinyl 26 Gauge Powder Coated GI Sheet for Top/Bottom/Side Covers 28 Gauge GI Sheet for Back Cover 3M SC 3630-22/SC 3630-44/ SC 3630128/SC 2330-93 Vinyl Philips Make Tube Light/Copper Choke/Starter with ISI marked Wiring Al L angle Extrusion for Edge to Edge Lighting

Backlit Signage

18 Months

1 X1 M.S. Double Frame with Anti Rust Coating 3M Lumina II Flexible Substrate 3M Lumina II Flex +Back to Back Printing on HP Scitex + 3M 8520 Over laminate 26 Gauge Powder Coated GI Sheet for Top/Bottom/Side Covers 28 Gauge GI Sheet for Back Cover Back to Back Printing on HP Scitex CG/Osram/Wipro Make Tube Light/Copper Choke/Starter with ISI marked Wiring Al L angle Extrusion for Edge to Edge Lighting 1.5 X 1 M.S. Fame with Anti Rust Coating 1 AL L angle as a covering for the frame 1 X 1 M.S. Frame with Anti Rust Coating

Backlit Signage

18 months

3M 8520 Over laminate

3M Backlit Flex Lumina Non Lit Signage 3M Lumina Flex 1-2 Year Solvent Printing

Non Lit Signage

3M Lumina -II Flex + Printing

3M Lumina II Flex 1 Year Solvent Printing

34

Print / advertising communication

This short chapter provides us with the templates of any print advertising we may use for products, promotions etc. in newspapers / magazines / brochures / journals. We have left the options of the pictorials to be used as open but they must be used in consultation with The Corporate Marketing team in case of corporate / product communication The India Operations Marketing team in case of promotions

There are templates in square, horizontal and vertical formats.

Square format

1:1

www.apollotyres.com

www.apollotyres.com

Title text goes here

Sub title text goes here

Title text goes here

Sub title text goes here

Address will come here

Address will come here

36

X X X 0.5X

Rectangular formats
1:2
X
www.apollotyres.com www.apollotyres.com

2:1
X X

www.apollotyres.com

Title text goes here

Sub title text goes here

Address will come here

Title text goes here

Sub title text goes here

Title text goes here

Sub title text goes here

www.apollotyres.com

Title text goes here

Sub title text goes here

0.5X
Address will come here Address will come here

Address will come here

Strip ad and online formats

1:4
X X X

www.apollotyres.com

www.apollotyres.com

1:4

www.apollotyres.com

Title text goes here

Sub title text goes here
Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here. Body copy will come here. Body copy will come here, Body copy will come here.

Address will come here

www.apollotyres.com

Title text goes here

Sub title text goes here
Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here. Body copy will come here. Body copy will come here, Body copy will come here.

Title text goes here

Sub title text goes here
Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here. Body copy will come here. Body copy will come here, Body copy will come here.

Title text goes here

Sub title text goes here
Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here, Body copy will come here. Body copy will come here. Body copy will come here. Body copy will come here, Body copy will come here.

Address will come here

0.5X
Address will come here Address will come here

37

X X

X X

0.5X

X X

0.5X

Corporate posters/print advertising

1/4

OUR COMMERCIAL: 1 IN 4

1 IN EVERY 4 COMMERCIAL VEHICLES IN INDIA RUNS ON APOLLO TYRES

30300 KMPH

THE WIDEST RANGE OF TYRES MEANS ONE THATS PERFECT FOR YOUR VEHICLE

30-300KMPH: SAFETY IN NUMBERS

70+

SOLD IN 70+ COUNTRIES

NOT JUST BIG IN INDIA BUT INDIAS BIGGEST EXPORTER OF TYRES

www.apollotyres.com

www.apollotyres.com

www.apollotyres.com

500/ 500

EVERY APOLLO TYRE HAS TO PASS 500 TESTS A BENCHMARK FOR QUALITY AND SAFETY

500/500: NOTHING LESS WILL DO

30

INSTANT CLAIM STATUS: AN EXAMPLE OF OUR COMMITMENT TO PUTTING CUSTOMERS FIRST

SATISFACTION IN 30 SECONDS: QUITE A CLAIM

1800

1800 TYRES AN HOUR

INDIAS LARGEST DEALER NETWORK SURE CAN SHIFT

www.apollotyres.com

www.apollotyres.com

www.apollotyres.com

The combined corporate poster

1/4

OUR COMMERCIAL: 1 IN 4

1 IN EVERY 4 COMMERCIAL VEHICLES IN INDIA RUNS ON APOLLO TYRES

30-300 KMPH

THE WIDEST RANGE OF TYRES MEANS ONE THATS PERFECT FOR YOUR VEHICLE

30-300KMPH: SAFETY IN NUMBERS

70+

SOLD IN 70+ COUNTRIES

NOT JUST BIG IN INDIA BUT INDIAS BIGGEST EXPORTER OF TYRES

500/500

Moving India taking on the world

500/500: NOTHING LESS WILL DO
EVERY APOLLO TYRE HAS TO PASS 500 TESTS A BENCHMARK FOR QUALITY AND SAFETY

1800

INDIAS LARGEST DEALER NETWORK SURE CAN SHIFT

1800 TYRES AN HOUR

30

INSTANT CLAIM STATUS: AN EXAMPLE OF OUR COMMITMENT TO PUTTING CUSTOMERS FIRST

SATISFACTION IN 30 SECONDS: QUITE A CLAIM

www.apollotyres.com

38

Merchandise
This chapter provides us with the templates for depicting the Apollo logo / the combination logo on various items of merchandise such as

T-shirts

Coffee mug

Pen drive

Pens

Cap

39

Paper bag

Cloth bag

Keyring

Service overalls

Lanyard

40

Car stickers

This close? and not on Apollo tyres?

Baldness doesn't suit tyres either.

Overtake from the right side. not the wrong side.

Alcohol is an uplifting spirit.

Laptop Stickers

Shelf stickers
4:1

41

Note Book / Journal

APOLLO TYRES LTD. Plot No. 7, Sector 32, Institutional Area, Gurgaon 122001 - Haryana, India. www.apollotyres.com

2009 JOURNAL

Paper Cube

Swiss card

42

The sun never sets!

7 Institutional Area, Sector 32 Gurgaon - 122001, India T: +91-124-2721101, +91-124-2383002 F: +91-124-2383359 www.apollotyres.com

APOLLO TYRES LTD.

IDENTITY GUIDE /APRIL 2009 / GRAVITY / NOS.