Accelerated Money for U

📋 1 Guidelines

🔗 Connections

Sector

Finance

Region

India

Guideline Year

2023

Language

English

Tags

Financial

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • Accelerated Money for U means providing fast access to capital for new to credit borrowers both individual and corporates across the country. It reflects modern-day lending services enabled through digital prowess and catering to a gamut of stakeholders. AMU’s focus is heavily on the sustainable energy & development industry and helping the ecosystem unlock the potential of capital flow [^1].
Core Values
  • sustainability
  • finance
  • technology
  • innovation
  • supporting a new generation
  • limitless possibilities
Target Audience
  • New to credit borrowers, both individuals and corporates, with a strong focus on stakeholders in the sustainable energy and development industry [^2].
Personality Traits
  • modern
  • innovative
  • professional
  • supportive
  • agile
  • eco-friendly
Visual Identity Overview
  • The brand visual identity is clean, modern, and professional, emphasizing simplicity and clarity. The logo is a stylized geometric shape representing the unification of sustainability, finance, and technology. The primary color palette is teal blue and white, with secondary colors orange and green. Typography uses Komet for titles and Arpona Sans for body copy. Visual elements include stroked discs, abstract icons, and photography featuring real people, electric vehicles, and scenes of interaction. Collaterals are minimalistic, with the logo and brand colors prominently featured [^3].

Categories

Brand Imagery
  • The brand uses 3 types of photos: 1. Humans-These are real people, who run and buy the vehicles in concern. Team Images should be natural with people interaction rather than posed
    1. EVS-Background less images/ renders of the evs are to be used in collaterals
    1. Scenes with the interaction-These can be photos of people interacting with vehicle and other people within the realm of AMU
Color Palette
  • The primary brand color is teal blue and white. These are used in most of AMU’s collaterals.
  • The orange and green are secondary colors and are used 30% of the time.
  • HEX: 006580
  • HEX: F9F9EE
  • CMYK: 92, 52, 36, 12
  • CMYK: 2, 0, 7, 0
  • HEX: E75E2A
  • HEX: 00B15F
  • CMYK: 4, 78, 95, 0
  • CMYK: 80, 0, 87, 0
  • HEX: 023547
  • HEX: 217234
  • HEX: b83525
  • CMYK: 97, 70, 50, 46
  • CMYK: 86,31, 100, 20
  • CMYK: 19, 93, 100, 11
  • Blue is to be used as a background and as a foreground color in the brand.
  • The strokes in the brand are to be used in the deeper color values only as visual elements and with the primary color in concern.
  • The secondary colors are to be used along with white in the print and web collaterals to break monotony of the blue used.
  • Percentage of colors
  • 10%
  • 30%
  • 40%
  • Print collaterals will have heavy use of the brand teal and white. These will be designed in a clean minimal manner where the brand logo and identity shines through.
Typography
  • Title - Komet (Bold, Medium)
  • The brand relies on two typefaces- Komet for titles and headings and Arpona Sans for body copy.
  • Sub-heading/Body- Arpona Sans (Medium, Regular, Light)
  • Vernacular usage - Anek (All scripts - Regular, Medium, Bold)
  • Size 119px Leading 95% Tracking 0%
  • Size 49px Leading 100% Tracking 0%
  • Size 16px Leading 140% Tracking 0%
  • Size 13px Leading 145% Tracking 0%
Logo Usage
  • The logos can be used in different ways and sizes.
  • The full form logo can be used when introducing the brand, the shortform can be used in recurring practices.
  • When there is a size restriction. The horizontal lockup can also be used for subsects of the brand.
  • On social media/ as favicon/ in signage and print when there is lack of space
  • The logo is made of three circles. The top two circles are at an angle of 30°. These are created in outline form and the logo type is stacked under it.
  • To ensure the right amount of breathing space around the logo, the following process should be applied:
  • Pick the letter ‘r’
  • Let the width of ‘r’ be x.
  • Use x as a measure from all sides to demarcate the minimum space required at all times.
  • These are the ways the logo should be used.
  • Favicon on apps + websites
  • Social media profile picture/ standees
  • Website top
  • Avoid the examples mentioned at all times:
  • Don’t add stroke to the logo
  • Don’t change color of symbol
  • Don’t add a box around the type or the symbol
  • Don’t change the colour of the logo to any other colour
  • Don’t tweak the logo or distort it in any way
  • Don’t change the orientation of the logo
Tone And Messaging
  • Accelerated Money for U means providing fast access to capital for new to credit borrowers both individual and corporates across the country. It reflects modern-day lending services enabled through digital prowess and catering to a gamut of stakeholders. AMU’s focus is heavily on the sustainable energy & development industry and helping the ecosystem unlock the potential of capital flow.
Brand Values
  • Accelerated Money for U means providing fast access to capital for new to credit borrowers both individual and corporates across the country. It reflects modern-day lending services enabled through digital prowess and catering to a gamut of stakeholders. AMU’s focus is heavily on the sustainable energy & development industry and helping the ecosystem unlock the potential of capital flow.
Visual Style
  • The overall design is clean, modern, and professional, emphasizing simplicity and clarity, with the logo as the focal point and the accompanying text supporting brand identification.
  • The picture should feature a clean, modern design with a white or light-colored background. Dominating the image are several curved, overlapping lines in varying shades of dark blue or navy, creating an abstract, dynamic pattern. The overall style should be sleek and minimalistic, with a focus on geometric shapes and a professional aesthetic.
Iconography
  • Brand icons are in the same style as the logo­stroked and same width. These are used in single color and are abstract representations of the idea in place.
Layout And Composition
  • To ensure the right amount of breathing space around the logo, the following process should be applied: Step l Pick the letter ‘r’ Let the width of ‘r’ be x. Step2 Use x as a measure from all sides to demarcate the minimum space required at all times.
  • The stroked discs are used as containers, bases and dividers within the branding. They are to be used in the brand colors and white when put against a brand color. The stroke size must match the logo stroke weight as well.
  • Thickness of the strokes would remain constant through out.
  • Brand icons are in the same style as the logo­stroked and same width. These are used in single color and are abstract representations of the idea in place.
  • The space collaterals will consist of the logo upfront and on the background as well. Photos of vehicles+ icons with brand USP are a must. Instead of relying on heavytext, the brand can use infographics and smaller facts for better legibility.
  • Print collaterals will have heavy use of the brand teal and white. These will be designed in a clean minimal manner where the brand logo and identity shines through.
Photography Style
  • The brand uses 3 types of photos: 1. Humans-These are real people, who run and buy the vehicles in concern. Team Images should be natural with people interaction rather than posed 2. EVS-Background less images/ renders of the evs are to be used in collaterals 3. Scenes with the interaction-These can be photos of people interacting with vehicle and other people within the realm of AMU
  • Print collaterals will have heavy use of the brand teal and white. These will be designed in a clean minimal manner where the brand logo and identity shines through.
  • The secondary colors are to be used along with white in the print and web collaterals to break monotony of the blue used.
🐛 Report