Jana Small Finance Bank

Official Websites

• https://www.janabank.com
• https://www.jana.bank.in
• http://www.linkedin.com/company/jana-small-financebank
• https://twitter.com/janabank

Brand Guidelines

2018

Brand Summary

Mission

• To be the trusted and inclusive bank with consistently high standards of performance, compliance and work culture [^1].

Core Values

• Honesty
• Discipline
• Respect
• Service [^2]

Target Audience

• All customer segments and communities of an aspirational India, including both the underserved and those who have already ‘arrived’ financially [^3].

Personality Traits

• Thoughtful
• Real
• Novel/Fresh
• Innovative
• Friendly
• Warm
• Contemporary
• Global [^4]

Visual Identity Overview

• A modern, energetic, and visually engaging identity built around vibrant colors (Jana Pink, Jana Yellow, Jana Black), bold lines, and a stylized ‘J’ logo symbolizing journeys and connections. The visual style is consistent across applications, with a focus on connectivity, clarity, and memorability [^5].

Categories

Brand Imagery

• The images used in communication material are an effective way to differentiate Jana SFB in the banking sector.
• People respond spontaneously to pictograms and what they see contributes significantly to the perception of our brand. While different stages in the marketing and branding strategy will require different pictograms, there is a common style to the Jana SFB visual language that must run through them.
• The Jana SFB iconography is categorised into 2 styles based on its target audience: 1. Jana SFB Icon Style Simplistic 2. Jana SFB Icon Style Composite
• This style uses a set of Icons which have been exclusively created for Jana SFB. These Icons follow a specific style throughout and represent simplified banking processes. Irrespective of the level of literacy of the reader, it makes it easy to comprehend the task at hand.
• Although simplified, the Icons have a touch of Indian nuance included wherever possible to create differentiation. Supporting text is used to simplify CRES illustrations that are a little complex.
• The pictograms indicating ‘documents’ are much larger in proportion to the human characters. This ensures that the documents get their due importance and are not missed out. The Jana SFB Icons are colour­coded department wise for easy recognition.
• The characters are simple and come together to narrate each process. These visuals ensure understanding of the processes in one glance and ease the cognitive effort required in reading and understanding them.
• These Icons comprise a composite collection of the Simplistic Icons (Refer Jana SFB Icons -Simplistic) to communicate multiple actions in one frame. They are also used to convey complex messaging in a small space and reduce dependence on the written text.
• These Icons can be used to draw attention to or highlight a particular concept, product brochure or programme. Besides this, they can also be used to create visual relief in a document.
• Using the guidelines below, a designer is free to creatively express and create Icons and storyboards best suited for the layout.
• The composite Icons must always use the Jana SFB colour scheme.
• Wherever possible the Icons appear against a coloured background to enhance the brand colours.
• If Icons appear in an enclosed form, ensure that the Icon in focus is clearly visible. If necessary, crop the Icon for maximum impact.
• Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others. By applying these five basic traits to our creative direction we’ll succeed in defining the Jana brand.
• Think about what type of photography conveys caring best. It usually includes some human element to it or shows that someone took the time to do their best. We can elevate our work by caring for our subjects, lighting, styling, and every aspect of our photographs. When we care enough to speak from the brand the customer will respond.
• We’re real…we strive to be unpretentious and authentic. It’s not about being slick. We understand when a photograph feels staged or contrived and so do our customers. Are your models interacting or just acting? If you ever need to give advice just say “keep it real”
• We’re innovative…not complacent. We can be aspirational but never out of the grasp of our core customer’s imagination. Forward-thinking but never trendy. Inventive? Yes. We innovate in smart ways. High style? No, it’s not our style. Fun, clever, and refreshing… it’s what makes us innovative.
• In.case of customers’ or employee photographs, collecting a signed No objection certificate from them is a mandate.
• Sometimes there are subtle differences between a correct image and an incorrect image. All the elements of lighting, styling, and location can be correct but if the interaction between people or realness is missing it can result in an off-brand photo. The following demonstrate more subtle examples of what to avoid.
• Do not use overly staged photographs
• Do not use use unusual angles. Keep the shots head on

Color Palette

• The Jana colour palette has been carefully selected to complement the core brand colours. The indicated palette, when used across collaterals, creates a memorable, unified brand presence.
• The primary colour palette comprises Jana Pink, Jana Yellow and Jana Black.
• The Jana Pink represents compassion, nurturance and hope. The Jana Yellow stands for knowledge, upliftment and happiness.
• The Jana SFB logo never appears in any other colour. In single colour applications, the logo must appear only in greyscale as shown in this manual.
• For Jana Pink Use Pantone® 226 C C 10 M 100 Y 15 K 0 R 216 G 16 B 124
• For Jana Yellow Use Pantone® 1235 C C 0 M 30 Y 100 K O R 251 G 186 B 0
• For Jana Black Use Pantone® Black C CO MO Y 0 K100 RO GO BO
• The secondary Jana colours complement the main Jana colours. The palette is more subtle in nature and lets the main colours stand out distinctively, so as not to draw attention away from the main communication.
• For Jana Purple Use Pantone® P 92-5 C C 60 M 75 Y 20 K 0 R 129 G 83 B 138 For Jana Light Blue Use Pantone® P 111-9 C C 20 M 05 Y 0 K 20 R 181 G 197 B 212 For Jana Dark Blue Use Pantone® P 111-12 C C 60 M 30 Y 20 K10 R 107 G 145 B 171 For Jana Beige Use Pantone® P 13-1 C C 10 M 10 Y 15 KO R 234 G 227 B 218 For Jana Dark Beige Use Pantone® P 434 U C 15 M 15 Y 2 0 K 5 R 204 G 197 B 187 For Jana Green Use Pantone® P 138-12 C C 60 M 30 Y 50 KO R 119 G 153 B 136
• This document has been printed digitally and therefore the colours on these pages may not be an accurate representation. Please use the Pantone® swatches for colour matching.
• The Pantone® references should be used to match for correct reproduction of the primary colours by a professional printer. These standards are included in the current edition of the ‘Pantone® Colour Formula Guide 1000.
• Coated colour swatches should be the master colour reference for all colour matching. Uncoated colour references have been selected for more desirable colour reproduction on uncoated materials.
• Custom CMYK colour breakdowns have been selected to provide the best possible starting point for process colour reproduction. Wherever possible, these values should be adjusted for the closest match to their respective Pantone® colour swatches.
• RGB and hexadecimal colour breakdowns have been selected for on-screen applications.
• There are 9 Jana colours (three primary + 6 secondary) General guidance in proportions is provided in the colour wheels on this page.
• Within an application, colours may switch in order to divide sections or topics of communication (as employed in the guidelines document). When using the colours in this way, there should always be a clear and simple logic for the changing of the colours within the application.
• Do not allow several colours to be seen together on the same page, unless it’s a part of an illustration in the Jana icon style.
• As far as possible, the Jana SFB logo must appear on white, Jana Pink, or Jana Yellow background. The permitted versions of the logo are shown here.
• Metallic background: This is permissible only if the grey value of the background is less than 10%. Care must be taken to ensure that there is sufficient differentiation between the logo and the background.
• Light/Dark background: This is permissible only if there is sufficient differentiation between the logo and the background.
• Four colour backgrounds: Using the logo on photographs and other four colour images is permitted, although this should be avoided as far as possible. Care must be taken to ensure that the colours of the background do not clash or merge with the logo.
• As far as possible, the single colour Jana SFB logo (in Jana Pink) must appear on white. The permitted versions of the other variant single color logo are shown here.
• DO NOT Use the Jana SFB logo against a background that doesn’t sufficiently contrast the Jana Pink or Jana Yellow.

Typography

• The Jana SFB visual identity has different elements that work together to create a strong and consistent identity for our brand. The most important of these are: • The Jana SFB logo • The Jana SFB colour palette • The Jana SFB typographical style
• The Jana SFB typographical style
• The Jana typography extends the core essence of the brand -the feeling of connectivity. The font is carefully chosen to complement the symbol of the logo.
• Our typographical house style is Museo. This has been carefully chosen to ensure that it is in keeping with the essential character of the brand.
• Designed by Jos Buivenga, Museo is known for its smart no-fuss forms that make it extremely legible across applications. This elegant semi-slab serif font is an excellent representation of our brand values: contemporary, global, friendly and warm.
• The Museo font family should be used for headlines and sub-headlines across all communication for the Jana SFB brand. The family offers a wide variety of weights.
• Exceptions are permissible only in the following cases: • Applications that must be sent by e-mail like Power Point presentations or MS Word documents. Since the recipient may not have Museo, it is safe to use a Windows default font. In such cases, Helvetica must be used.
• Our secondary typographical house style is Museo Sans. The font balances an informal and a formal tone. It should only be used for body copy, while Museo should be used for headings and sub-headings only. We have chosen the serif and the sans serif from the same font so they complement each other well.
• Museo Sans, just like Museo, also has many weights and can be used to establish hierarchy.
• Our digital typographical house style is Source Sans. The font has similar characteristics to Museo Sans and is a web friendly font.
• Source Sans, like Museo Sans, also has many weights that can be used to establish hierarchy.
• Museo and Museo Sans font family is the voice of Jana SFB. It stands for all the values that the company believes in. However, it is not always possible to view this font on different systems due to technical limitations. In those cases, Calibri should be used as an alternative.
• Calibri can be used in: 1. Emails 2. Open Word files 3. Email Signatures 4. Open PowerPoint files
• Typeface Museo Sans, the Jana SFB house style must be used without exception for all forms. Text hierarchy can be established using different font sizes and weights. The minimum font size that can be used on the form is 5 pts. Less than this compromises legibility.
• All text matter should be in Museo and Museo Sans, our house style. Text hierarchy is established by using different weights of the Museo and Museo Sans family.
• Cheque books for different accounts must be distinguished by colour/design. Subtle cues can be built in. For instance, the use of Jana Pink for savings account and the use of Jana Blue for current account. Personalised cheque books Customer names can be printed to personalise cheque books. The recommended point size for the name is 8 pts Museo Sans 100.
• Company name Museo Sans 700 Size 7 pts Line spacing 9 pt Address and contact details Museo Sans 100/700 Size 7 pts Line spacing 9 pt Single line spacing separating the information units Addressee name and details Museo Sans 100 or Arial Size 10 pts Line spacing 14 pt
• Company name Museo Sans 700 Size 9 pts Line spacing 11 pt Address and contact details Museo Sans 100/700 Size 9 pts Line spacing 11 pt 2pt line spacing separating the information units Addressee name and details Museo Sans 100 or Helvetica Size 14 pts Line spacing 18 pt
• Museo Sans, the Jana SFB house style must be used without exception for all forms. Text hierarchy can be established using different font sizes and weights. The minimum font size that can be used on the form is 5 pts. Less than this compromises legibility.

Logo Usage

• Any application that carries the Jana Small Finance Bank (Jana SFB) logo, no matter how small, says something about our brand.
• The Jana SFB logo comprises of two core elements: The J’ symbol. This symbol consists of the letter ‘J,’ that in turn incorporates two more elements: abstract building shapes and human figures. The Jana logotype. The uppercase lettering was deliberately chosen to exude confidence and come across as an organisation that is rich in knowledge. The chamfered edges make it smart and contemporary.
• The use of the symbol and word mark without each other is also permitted but this must be done with care so as not to impact recall of the whole brand identity.
• The height of Jana Small Finance Bank is 66.5% of X and is vertically center aligned to X. The gap between J and Jana Small Finance Bank is measured at 15% of X. Paise ki Kadar is written in lowercase and is spaced between E and K from the above ‘Jana Small Finance Bank’.
• ‘Jana Small Finance Bank’ is written in complete uppercase . The Gap between Jana small finance bank and Paise Ki Kadar is measured at 10% of X and the total height of Paise ki Kadar is 29% of X.
• All the proportions within the logo has been mapped to the J symbol. The height of J is taken as X and the height of Jana Small Finance Bank equates to 80% of X . The first letters of Jana Small Finance Bank are in uppercase while the rest of the individual words are in lowercase. The distance between J and JSFB is measured at 8.5% of X. ‘paise ki kadar’ is written in lowercase and the gap between JSFB and paise ki kadar and JSFB is at 10% of X.
• The height of Paise ki kadar is also measured at the same 10% of X.
• Paise ki kadar is spaced between the width of Jana Small Finance Bank and aligned to the bottom of J Size Vertical: The vertical logo should not be less than 40mm in height. Horizontal: The minimum size of the logo without the sign off line should not be less than 30mm width and with the sign off line ‘paise ki kadar’ it should not be less than 50mm width.
• There are 2 variations of the master logo. One is with the sign-off line ‘paise ki kadar’ and the other is without the sign-off line.
• The usage of the sign-off line logo is restricted to only customer facing communication viz. films, press ads 8 releases and various other marketing collaterals only.
• The master logo should always be used in the first instance. However, in situations where the master logo may not be suitable, a stacked version of the logo has been developed to use as an alternative. A stacked logo may be used: • when print communication requires a logo less than 35 mm in width • when the Jana SFB logo appears with other logos in a co-branding situation • for narrow advertising columns in digital media applications where space is limited • for certain stationery items and forms basis the space availability
• The stacked version is not to be used as an alternative to the master logo in standard applications.
• As far as possible, the Jana SFB logo should be reproduced using an electronic artwork. However, in rare manual applications, the proportions should follow the grid indicated above.
• An exclusion zone is indicative of the clear space to be left around the logo. Any active, extraneous element in this zone will interfere with the impact of the logo.
• For the horizontal logo unit the exclusion zone is 30% of X on all sides and for the vertical logo unit the exclusion zone is 15% of X on all side.
• The logo should be used in its brand colour JANA BLACK palette as far as possible. However, in applications where colour reproduction is not possible, as in the case of black and white newspaper ads, the logo can be used in either JANA GREY of the greyscale versions shown alongside.
• As far as possible, the Jana SFB logo must appear on white, Jana Pink, or Jana Yellow background. The permitted versions of the logo are shown here. Against light/dark/metallic backgrounds: Metallic background: This is permissible only if the grey value of the background is less than 10%. Care must be taken to ensure that there is sufficient differentiation between the logo and the background. Light/Dark background: This is permissible only if there is sufficient differentiation between the logo and the background. Four colour backgrounds: Using the logo on photographs and other four colour images is permitted, although this should be avoided as far as possible. Care must be taken to ensure that the colours of the background do not clash or merge with the logo.
• As far as possible, the single colour Jana SFB logo (in Jana Pink) must appear on white. The permitted versions of the other variant single color logo are shown here.
• DO NOT Use the Jana SFB logo against a background that doesn’t sufficiently contrast the Jana Pink or Jana Yellow.
• DO NOT Alter the Jana SFB logo in any manner.
• DO NOT Attempt to typeset or re-create the Jana SFB logo.
• DO NOT Replace the font used for Jana SFB logo.
• The 3D version of the Jana SFB logo can be laser cut brushed aluminium metal. The edges should be sharp, without any bevel. In case of acrylic and other materials the logo is to follow the brand colours.
• As far as possible, the use of the watermark should be restricted to white and Jana Pink/Yellow backgrounds. On a white background, the watermark must only be used in greyscale as shown on this page. No other colour variations are permitted.
• Process colours have deliberately been specified for watermarks. These tend to give better results than using tints of Pantone matching shades. This is particularly true in the case of the watermark on the Jana Pink background shown above.
• Cropping the Jana SFB logo is allowed as long as it follows the permitted crop shown above. On no account should the logo be cropped closer than this. The logo should only be cropped when used as a graphic element.
• The Jana SFB logo never appears in any other colour. In single colour applications, the logo must appear only in greyscale as shown in this manual.
• Use Pantone® 226 C C 10 M 100 Y 15 K 0 R 216 G 16 B 124 For Jana Pink
• Use Pantone® 1235 C C 0 M 30 Y 100 K O R 251 G 186 B 0 For Jana Yellow
• Use Pantone® Black C CO MO Y 0 K100 RO GO BO For Jana Black
• The Pantone® references should be used to match for correct reproduction of the primary colours by a professional printer. These standards are included in the current edition of the ‘Pantone® Colour Formula Guide 1000.
• Coated colour swatches should be the master colour reference for all colour matching. Uncoated colour references have been selected for more desirable colour reproduction on uncoated materials.
• Custom CMYK colour breakdowns have been selected to provide the best possible starting point for process colour reproduction. Wherever possible, these values should be adjusted for the closest match to their respective Pantone® colour swatches.
• Within an application, colours may switch in order to divide sections or topics of communication (as employed in the guidelines document). When using the colours in this way, there should always be a clear and simple logic for the changing of the colours within the application.
• Do not allow several colours to be seen together on the same page, unless it’s a part of an illustration in the Jana icon style.

Tone And Messaging

• Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others. By applying these five basic traits to our creative direction we’ll succeed in defining the Jana brand.
• Thoughtful: Think about what type of photography conveys caring best. It usually includes some human element to it or shows that someone took the time to do their best. We can elevate our work by caring for our subjects, lighting, styling, and every aspect of our photographs. When we care enough to speak from the brand the customer will respond.
• Real: We’re real…we strive to be unpretentious and authentic. It’s not about being slick. We understand when a photograph feels staged or contrived and so do our customers. Are your models interacting or just acting? If you ever need to give advice just say “keep it real”
• Novel/Fresh: We’re innovative…not complacent. We can be aspirational but never out of the grasp of our core customer’s imagination. Forward-thinking but never trendy. Inventive? Yes. We innovate in smart ways. High style? No, it’s not our style. Fun, clever, and refreshing… it’s what makes us innovative.
• Do not use overly staged photographs
• Do not use use unusual angles. Keep the shots head on

Brand Values

• Vision: To Be the leading digitized bank of an aspirational India serving all customers and communities.
• To be the trusted and inclusive bank with consistently high standards of performance, compliance and work culture.
• Honesty
• Discipline
• Respect
• Service
• The Jana Pink represents compassion, nurturance and hope. The Jana Yellow stands for knowledge, upliftment and happiness.
• Museo is known for its smart no-fuss forms that make it extremely legible across applications. This elegant semi-slab serif font is an excellent representation of our brand values: contemporary, global, friendly and warm.
• Museo and Museo Sans font family is the voice of Jana SFB. It stands for all the values that the company believes in.

Visual Style

• The guidelines set down in this book cover every aspect of visual communication for the Jana SFB brand. There are two broad categories of guidelines: The imperatives These guidelines refer to the core elements of Jana SFB’s visual design policy and must be adhered to strictly. For instance, rules relating to proportions, isolation zones, colours etc. The recommendations Across applications, recommendations are provided that are in keeping with the basic tenets of the design policy. These should be followed as far as possible. However, these are intended to encourage creativity, not constrain it. It is for these reasons that type sizes and layouts for applications like advertising are left to the discretion of the concerned agency.
• The Jana SFB visual identity has different elements that work together to create a strong and consistent identity for our brand. The most important of these are: • The Jana SFB logo • The Jana SFB colour palette • The Jana SFB typographical style
• The Jana SFB logo comprises of two core elements: The J’ symbol This symbol consists of the letter ‘J,’ that in turn incorporates two more elements: abstract building shapes and human figures. The Jana logotype The uppercase lettering was deliberately chosen to exude confidence and come across as an organisation that is rich in knowledge. The chamfered edges make it smart and contemporary.
• The use of the symbol and word mark without each other is also permitted but this must be done with care so as not to impact recall of the whole brand identity.
• The lines are therefore a crucial visual element: they are visual extensions of the handwritten stories of real people impacted by the work of Jana SFB, and of the networks of connections being facilitated by Jana SFB. Derived from stories and connections, they form the graphic element for all communication.
• The height of Jana Small Finance Bank is 66.5% of X and is vertically center aligned to X. The gap between J and Jana Small Finance Bank is measured at 15% of X. Paise ki Kadar is written in lowercase and is spaced between E and K from the above ‘Jana Small Finance Bank’.
• ‘Jana Small Finance Bank’ is written in complete uppercase . The Gap between Jana small finance bank and Paise Ki Kadar is measured at 10% of X and the total height of Paise ki Kadar is 29% of X.
• All the proportions within the logo has been mapped to the J symbol. The height of J is taken as X and the height of Jana Small Finance Bank equates to 80% of X . The first letters of Jana Small Finance Bank are in uppercase while the rest of the individual words are in lowercase. The distance between J and JSFB is measured at 8.5% of X. ‘paise ki kadar’ is written in lowercase and the gap between JSFB and paise ki kadar and JSFB is at 10% of X.
• The vertical logo should not be less than 40mm in height. Horizontal: The minimum size of the logo without the sign off line should not be less than 30mm width and with the sign off line ‘paise ki kadar’ it should not be less than 50mm width.
• There are 2 variations of the master logo. One is with the sign-off line ‘paise ki kadar’ and the other is without the sign-off line.
• The usage of the sign-off line logo is restricted to only customer facing communication viz. films, press ads 8 releases and various other marketing collaterals only.
• The master logo should always be used in the first instance. However, in situations where the master logo may not be suitable, a stacked version of the logo has been developed to use as an alternative. A stacked logo may be used: • when print communication requires a logo less than 35 mm in width • when the Jana SFB logo appears with other logos in a co-branding situation • for narrow advertising columns in digital media applications where space is limited • for certain stationery items and forms basis the space availability
• The stacked version is not to be used as an alternative to the master logo in standard applications.
• As far as possible, the Jana SFB logo should be reproduced using an electronic artwork. However, in rare manual applications, the proportions should follow the grid indicated above.
• An exclusion zone is indicative of the clear space to be left around the logo. Any active, extraneous element in this zone will interfere with the impact of the logo. For the horizontal logo unit the exclusion zone is 30% of X on all sides and for the vertical logo unit the exclusion zone is 15% of X on all side.
• The logo should be used in its brand colour JANA BLACK palette as far as possible. However, in applications where colour reproduction is not Black -100% possible, as in the case of black and white newspaper ads, the logo can be used in either JANA GREY of the greyscale versions shown alongside. Black -50%
• As far as possible, the Jana SFB logo must appear on white, Jana Pink, or Jana Yellow background. The permitted versions of the logo are shown here. Against light/dark/metallic backgrounds: Metallic background: This is permissible only if the grey value of the background is less than 10%. Care must be taken to ensure that there is sufficient differentiation between the logo and the background. Light/Dark background: This is permissible only if there is sufficient differentiation between the logo and the background. Four colour backgrounds: Using the logo on photographs and other four colour images is permitted, although this should be avoided as far as possible. Care must be taken to ensure that the colours of the background do not clash or merge with the logo.
• As far as possible, the single colour Jana SFB logo (in Jana Pink) must appear on white. The permitted versions of the other variant single color logo are shown here.
• DO NOT Use the Jana SFB logo against a background that doesn’t sufficiently contrast the Jana Pink or Jana Yellow. DO NOT Alter the Jana SFB logo in any manner. DO NOT Attempt to typeset or re-create the Jana SFB logo. DO NOT Replace the font used for Jana SFB logo.
• The 3D version of the Jana SFB logo can be laser cut brushed aluminium metal. The edges should be sharp, without any bevel. In case of acrylic and other materials the logo is to follow the brand colours.
• As far as possible, the use of the watermark should be restricted to white and Jana Pink/Yellow backgrounds. On a white background, the watermark must only be used in greyscale as shown on this page. No other colour variations are permitted.
• Process colours have deliberately been specified for watermarks. These tend to give better results than using tints of Pantone matching shades. This is particularly true in the case of the watermark on the Jana Pink background shown above.
• Cropping the Jana SFB logo is allowed as long as it follows the permitted crop shown above. On no account should the logo be cropped closer than this. The logo should only be cropped when used as a graphic element
• The number of lines need to be same (four) across, for a uniform look.
• The Jana colour palette has been carefully selected to complement the core brand colours. The indicated palette, when used across collaterals, creates a memorable, unified brand presence.
• The primary colour palette comprises Jana Pink, Jana Yellow and Jana Black.
• The Jana Pink represents compassion, nurturance and hope. The Jana Yellow stands for knowledge, upliftment and happiness.
• The Jana SFB logo never appears in any other colour. In single colour applications, the logo must appear only in greyscale as shown in this manual.
• For Jana Pink Use Pantone® 226 C C 10 M 100 Y 15 K 0 R 216 G 16 B 124
• For Jana Yellow Use Pantone® 1235 C C 0 M 30 Y 100 K O R 251 G 186 B 0
• For Jana Black Use Pantone® Black C CO MO Y 0 K100 RO GO BO
• The secondary Jana colours complement the main Jana colours. The palette is more subtle in nature and lets the main colours stand out distinctively, so as not to draw attention away from the main communication.
• This document has been printed digitally and therefore the colours on these pages may not be an accurate representation. Please use the Pantone® swatches for colour matching.
• The Pantone® references should be used to match for correct reproduction of the primary colours by a professional printer. These standards are included in the current edition of the ‘Pantone® Colour Formula Guide 1000.
• Coated colour swatches should be the master colour reference for all colour matching. Uncoated colour references have been selected for more desirable colour reproduction on uncoated materials.
• Custom CMYK colour breakdowns have been selected to provide the best possible starting point for process colour reproduction. Wherever possible, these values should be adjusted for the closest match to their respective Pantone® colour swatches.
• RGB and hexadecimal colour breakdowns have been selected for on-screen applications.
• There are 9 Jana colours (three primary + 6 secondary) General guidance in proportions is provided in the colour wheels on this page.
• Within an application, colours may switch in order to divide sections or topics of communication (as employed in the guidelines document). When using the colours in this way, there should always be a clear and simple logic for the changing of the colours within the application.
• Do not allow several colours to be seen together on the same page, unless it’s a part of an illustration in the Jana icon style.
• The Jana typography extends the core essence of the brand -the feeling of connectivity. The font is carefully chosen to complement the symbol of the logo.
• Our typographical house style is Museo. This has been carefully chosen to ensure that it is in keeping with the essential character of the brand.
• The Museo font family should be used for headlines and sub-headlines across all communication for the Jana SFB brand. The family offers a wide variety of weights.
• Exceptions are permissible only in the following cases: • Applications that must be sent by e-mail like Power Point presentations or MS Word documents. Since the recipient may not have Museo, it is safe to use a Windows default font. In such cases, Helvetica must be used.
• Our secondary typographical house style is Museo Sans. The font balances an informal and a formal tone. It should only be used for body copy, while Museo should be used for headings and sub-headings only. We have chosen the serif and the sans serif from the same font so they complement each other well.
• Museo Sans, just like Museo, also has many weights and can be used to establish hierarchy.
• Our digital typographical house style is Source Sans. The font has similar characteristics to Museo Sans and is a web friendly font.
• Source Sans, like Museo Sans, also has many weights that can be used to establish hierarchy.
• Museo and Museo Sans font family is the voice of Jana SFB. It stands for all the values that the company believes in. However, it is not always possible to view this font on different systems due to technical limitations. In those cases, Calibri should be used as an alternative.
• Calibri can be used in: 1. Emails 2. Open Word files 3. Email Signatures 4. Open PowerPoint files

Iconography

• The Jana SFB iconography is categorised into 2 styles based on its target audience: 1. Jana SFB Icon Style Simplistic 2. Jana SFB Icon Style Composite
• This style uses a set of Icons which have been exclusively created for Jana SFB. These Icons follow a specific style throughout and represent simplified banking processes. Irrespective of the level of literacy of the reader, it makes it easy to comprehend the task at hand.
• Although simplified, the Icons have a touch of Indian nuance included wherever possible to create differentiation. Supporting text is used to simplify CRES illustrations that are a little complex.
• The pictograms indicating ‘documents’ are much larger in proportion to the human characters. This ensures that the documents get their due importance and are not missed out.
• The Jana SFB Icons are colour­coded department wise for easy recognition.
• The characters are simple and come together to narrate each process. These visuals ensure understanding of the processes in one glance and ease the cognitive effort required in reading and understanding them.
• These Icons comprise a composite collection of the Simplistic Icons (Refer Jana SFB Icons -Simplistic) to communicate multiple actions in one frame. They are also used to convey complex messaging in a small space and reduce dependence on the written text.
• These Icons can be used to draw attention to or highlight a particular concept, product brochure or programme. Besides this, they can also be used to create visual relief in a document.
• Using the guidelines below, a designer is free to creatively express and create Icons and storyboards best suited for the layout.
• The composite Icons must always use the Jana SFB colour scheme.
• Wherever possible the Icons appear against a coloured background to enhance the brand colours.
• If Icons appear in an enclosed form, ensure that the Icon in focus is clearly visible. If necessary, crop the Icon for maximum impact.

Layout And Composition

• As far as possible, the Jana SFB logo should be reproduced using an electronic artwork. However, in rare manual applications, the proportions should follow the grid indicated above.
• An exclusion zone is indicative of the clear space to be left around the logo. Any active, extraneous element in this zone will interfere with the impact of the logo.
• For the horizontal logo unit the exclusion zone is 30% of X on all sides and for the vertical logo unit the exclusion zone is 15% of X on all side.
• Do not crop tighter than specified.
• Cropping the Jana SFB logo is allowed as long as it follows the permitted crop shown above. On no account should the logo be cropped closer than this. The logo should only be cropped when used as a graphic element.
• The number of lines need to be same (four) across, for a uniform look.
• Do not allow several colours to be seen together on the same page, unless it’s a part of an illustration in the Jana icon style.
• Within an application, colours may switch in order to divide sections or topics of communication (as employed in the guidelines document). When using the colours in this way, there should always be a clear and simple logic for the changing of the colours within the application.
• All the boxes used need to have rounded edges, keeping in line with the graphic style of the brand.
• Bar graphs can also be designed in line with the graphic style set out for the Jana SFB brand. Instead of bulky bars, thin lines are recommended to depict numbers in this case.
• The font Museo Sans 100 should be used for the content. The boxes also need to have rounded edges, keeping in line with the graphic style of the brand.
• Avoid justified / box settings for type matter in all letters. Align left to the address block.
• Fold letter as indicated using the printed foldmarks.
• Single line spacing separating the information units.
• 2pt line spacing separating the information units.

Brand Audits

• Regular audits must be carried out to ensure that the integrity of the Jana SFB visual identity is maintained across interfaces and branches. Without regular monitoring, the brand’s visual identity may be diluted through careless implementation. What seem like small discrepancies accumulate and magnify if not corrected on time. If left unattended, these will ultimately create undesirable and unwarranted demands on resources, energy and time.
• A Brand Audit covers all points of communication between the brand and its audiences. For instance, all material seen by customers, whether in the form of letters, direct mailers, advertising, etc. must be reviewed across companies and branches. This must encompass the entire life-cycle of customer communication, from prospects to active customers to dissatisfied people who switch brands.
• If Jana SFB is to be a truly holistic, 360 degree brand, it is recommended that in addition to a design audit, Brand Audits must also include service audits that review communication through channels like service staff, call centres and marketing personnel.
• All interfaces must be checked for consistency of the visual identity and adherence to prescribed guidelines. While a centralised lab can be set up to examine different material and develop a consolidated report, it is imperative that each audit involves on-site reports from the field.
• It is recommended that evaluation of brand communication within a city must be done every 6 months. A pan-India audit must be carried out annually.
• Audits should be undertaken by independent agencies that are NOT involved in the implementation of the brand identity.

Stationery Guidelines

• Electronic artworks have been developed for all stationery applications and are available with the Corporate Communications department. All stationery must be printed only using these and artworks should never be recreated.
• As far as possible, stationery should be offset printed. In cases when it is commercially unviable to do so (for instance, when the print run is small) the screen printing process can be used. It is recommended, however, that the logo and address details are offset printed in bulk and personal information is screen printed for individuals.
• Premium applications can be created by: a. Using good quality, textured, uncoated paper stock. Cordenons is recommended. b. Embossing the logo instead of just printing it.
• Business Card: Size 90 mmX48 mm Paper 250 gsm Cordenons natural evolution ivory Printing Offset or Screen printing Colours Jana Pink, Jana Yellow, Jana Black
• Business Card: Employee Name Museo Sans 700 Designation • JSmall Finance Bank Size 8.5 pts Line spacing 12 pt Jana Small Finance Bank Ltd. The Fairway Business Park, # 10/1, 11/2 & 12/2B Designation Off Domlur, Koramangala Inner Ring road, Museo Sans 100 Next to EGL, Challaghatta, Bengaluru -560071 M XXXXXXXXXX T 080 YYYYYYYY Size 8.5 pts E name.name@janabank.com www.janabank.com paise ki kadar Line spacing 12 pt
• Business Card: Company name With Mobile Number 3.5 mm Museo Sans 700 Size 7.5 pts Line spacing 9 pt Address and contact details Employee Name Jana Museo Sans 100/300 Designation • JSmall Finance Bank Size 7.5 pts Line spacing 9 pt Jana Small Finance Bank Ltd. The Fairway Business Park, # 10/1, 11/2 & 12/2B Website details Off Domlur, Koramangala Inner Ring road, Museo Sans 100 Next to EGL, Challaghatta, Bengaluru -560071 T 080 YYYYYYYY EXT XXXXX Size 7.5 pts E name.name@janabank.com www.janabank.com paise ki kadar Text “paise ki kadar” Museo Sans 300 Without Mobile Number Size 6.5 pts Character spacing 225
• Letterhead A4 (Head Office): Size 210 mm X 297 mm Paper 80 gsm Executive bond for regular use Printing method Offset or Screen printing Colours Jana Pink, Jana Yellow, Jana Black
• Letterhead A4 (Head Office): Company name Museo Sans 700 Size 7 pts Line spacing 9 pt Address and contact details Museo Sans 100/700 Size 7 pts Line spacing 9 pt 2pt line spacing separating the information units Letter type set in Museo Sans 100 or Arial Size 9 pts Line spacing auto Fold mark Rule width 4 mm Rule thickness 0.1 mm
• Letterhead A4 (Zonal Office): Size 210 mm X 297 mm Paper 80 gsm Executive bond for regular use Printing method Offset or Screen printing Colours Jana Pink, Jana Yellow, Jana Black
• Letterhead A4 (Zonal Office): Name and designation Museo Sans 100 Size 9 pts Line spacing 9 pt This is not pre-printed and is a part of the typed matter Company name Museo Sans 700 Size 7 pts Line spacing 9 pt Address and contact details Museo Sans 100/700 Size 7 pts Line spacing 9 pt Single line spacing separating the information units Letter type set in Museo Sans 100 or Size 9 pts Line spacing auto Fold mark Rule width 4 mm Rule thickness 0.1 mm
• Continuation Sheet A4: Size 210 mm X 297 mm Printing method Offset or Screen printing Paper 80 gsm Executive Bond or equivalent Colours Jana Pink, Jana Yellow, Jana Black
• Envelope (General): Size 241.3 mm X 114.3 mm Paper 100 gsm Sunshine super printing Printing method Offset or Screen printing Colours Jana Pink, Jana Yellow, Jana Black
• Envelope (General): Company name Museo Sans 700 Size 7 pts Line spacing 9 pt Address and contact details Museo Sans 100/700 Size 7 pts Line spacing 9 pt Single line spacing separating the information units Addressee name and details Museo Sans 100 or Arial Size 10 pts Line spacing 14 pt
• Document Envelope (General): Size 362.19 mm X 453.95 mm Paper 100 gsm Sunshine super printing Printing method Offset or Screen printing Colours Jana Pink, Jana Yellow, Jana Black
• Document Envelope (General): Company name Museo Sans 700 Size 9 pts Line spacing 11 pt Address and contact details Museo Sans 100/700 Size 9 pts Line spacing 11 pt 2pt line spacing separating the information units Addressee name and details Museo Sans 100 or Helvetica Size 14 pts Line spacing 18 pt
• Bank Stationery (Introduction): Pink Branding Band A horizontal pink band runs across the top of the form. This is a dramatic, visually appealing device that can be used to brand our collaterals very effectively.
• Bank Stationery (Introduction): Typeface Museo Sans, the Jana SFB house style must be used without exception for all forms. Text hierarchy can be established using different font sizes and weights. The minimum font size that can be used on the form is 5 pts. Less than this compromises legibility.
• Cash / Cheque Deposit Slips: Pink Branding Band The cash / cheque deposit slip uses the top pink band for branding. Watermark The watermark used is in greyscale (Refer 2.11.00). Rules Fine rules that are 0.25 mm in width must be used. Text Specifications All text matter should be in Museo and Museo Sans, our house style. Text hierarchy is established by using different weights of the Museo and Museo Sans family.
• Cheque Books: Cheque books for different accounts must be distinguished by colour/design. Subtle cues can be built in. For instance, the use of Jana Pink for savings account and the use of Jana Blue for current account.
• Cheque Books: Customer names can be printed to personalise cheque books. The recommended point size for the name is 8 pts Museo Sans 100.

Signage Guidelines

• Signage must deliver multiple benefits and these have been kept in mind while designing the Bank Signages for Jana SFB. These Signs must: • Identify the site clearly as a Jana SFB branch or office • Help to make the fascia more attractive and inviting • Build awareness of the Jana SFB brand by reinforcing its visual identity -this is particularly effective given that there will be signs across the country The simple yet extremely distinctive Jana SFB signs satisfy all the above criteria. The white background with the bright fuscia text helps them stand apart from the clutter in the vibrant urban context and provides a fitting backdrop for the logo. The signs have been designed so that the logo and the descriptor occupy a significant percentage of the space available and immediately draw the viewer’s attention. Other considerations that were kept in mind were the availability of materials, seamless implementation and easy maintenance across locations.
• Global guidelines: • All Jana SFB signs have the Jana SFB logo placed against the white background • The logo has been visually placed to ensure that it occupies majority of the space on the sign • The name of the company must appear in the Museo font family • While selecting the Hindi/regional language font, care must be taken to ensure that the thickness of the letterforms is approximately the same as that of the Museo font. Bold and heavy fonts must be avoided
• Here ‘J’ and JANA SMALL FINANCE BANK is as per Master logo unit, height Of ‘J’ is X. JSFB in the regional language is 10% of height of X. The distance between JSFB in the regional language from the bottom of the logo unit is 15% of X. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• Here ‘J’ and JANA SMALL FlNANCE BANK is as per Master logo unit. The height Of ‘J’ is X. JSFB regional language text height is 40% of X & is aligned to left of English text and bottom of ‘J’. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• Here ‘J’ and JANA SMALL FINANCE BANK is as per Master logo unit. The height Of ‘J’ is X. JSFB in the regional language height is 60% of X & is aligned to left of ‘J’ and the distance between the ‘J’ is 40% of X. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• These signages and their fonts should not be replicated under any circumstances
• For this proportion, the logo needs to appear vertically. The Jana SFB symbol can be used effectively as a rounded edge square glow sign as shown on the left, or as a lollipop signage shown above.
• Address boards to be trilingual in English, Hindi & the regional languages. In cases where hindi is the language of the region, spacing needs to be adjusted on the same boards

Merchandise Guidelines

• Today there are numerous branding opportunities that can be used to reinforce Jana SFB’s visual identity, build recall and create pride of ownership. From t-shirts to pens, mugs to keychains, we should brand all possible (and suitable) interfaces. Branded merchandise can be used for: Unifying internal audiences Using brand merchandise helps to build bonds within the Jana SFB family and create a sense of “oneness.” Promotions & Gifts Any promotional material/give aways must necessarily be branded to widen impact. Branded gifts communicate the pride we have in our brand. At the same time, caution must be exercised to ensure that the visual identity of the brand is not diluted through careless implementation. The variety of substrates and processes that accompany branding merchandise must be clearly understood.
• The strap for the ID card can have the Jana logo (in yellow) printed on it.
• On the belt tag, the Jana logo in colour should be used on a black background, as displayed on the left.

Vernacular Language Guidelines

• Since Jana SFB is going to have a national presence, it is important to incorporate vernacular languages in communication pieces. This makes it less intimidating to the people for whom language is a barrier.
• Adopting the local language also ensures that the organisation comes across as one that is ready to adjust to people’s need, instead of the other way around.
• Our vernacular typographical style lies in the sreelipi family of fonts. This has been carefully chosen to match the English typeface chosen for the brand (Museo Sans). This style is also extremely legible across applications. The font for each language has two fixed weights -regular and bold to create a hierarchy.
• The font for each language has two fixed weights -regular and bold to create a hierarchy.
• While selecting the Hindi/regional language font, care must be taken to ensure that the thickness of the letterforms is approximately the same as that of the Museo font. Bold and heavy fonts must be avoided.
• JSFB in the regional language is 10% of height of X. The distance between JSFB in the regional language from the bottom of the logo unit is 15% of X. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• JSFB regional language text height is 40% of X & is aligned to left of English text and bottom of ‘J’. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• JSFB in the regional language height is 60% of X & is aligned to left of ‘J’ and the distance between the ‘J’ is 40% of X. The signage has equal space on the top and bottom. The space on the left and right is also equal.
• These signages and their fonts should not be replicated under any circumstances
• Address boards to be trilingual in English, Hindi & the regional languages. In cases where hindi is the language of the region, spacing needs to be adjusted on the same boards

Data Representation Guidelines

• The Jana data representation underlines a distinct, consistent visual language for the presentation of data. The standard tools such as pie charts, bar graphs, pyramid charts and flow charts have been treated with Jana colours, rounded edges and the Jana lines to reinforce the brand.
• We’ve set out the way colours must be used in charts: the system ranges from using one colour to a maximum of ten.
• Jana Pink can be used anywhere within the colour spectrum, however it should only be used to represent Jana data.
• These set of colours should only be used when comparing Jana with a maximum of three pieces of data. This chart style should never be used without including Jana.
• Colour usage order Jana Pink, Jana Dark Beige, Jana Light Blue and Jana Green.
• These set of colours should be used for charts with upto four pieces of data (plus Jana Pink to represent Jana, if needed).
• Colour usage order Jana Purple, Jana Dark Beige, Jana Green and Jana Light Blue.
• These set of colours should be used for charts with upto seven pieces of data (plus Jana Pink to represent Jana, if needed).
• Colour usage order Jana Purple, Jana Dark Blue, Jana Light Blue, Jana Green, Jana Dark Beige, Jana Black and Jana Yellow.
• They should always be easy and simple to decode as they are important visual tools for Jana SFB. This page shows how to match colours with charts.
• Bar graphs can also be designed in line with the graphic style set out for the Jana SFB brand. Instead of bulky bars, thin lines are recommended to depict numbers in this case.
• This demonstrates which combinations to use according to the number of variants in the chart.
• For example, in a bar chart with three bars, the colours will be Jana Green, Jana Dark Blue and Jana Purple.
• All the boxes used need to have rounded edges, keeping in line with the graphic style of the brand.
• Highlight a section or bar with highlight colours. HIGHLIGHT COLOURS
• When it comes to flow charts, hierarchy and departments can be categorised using colours. This ensures quick recognition of the direction of the flow chart.
• The font Museo Sans 100 should be used for the content. The boxes also need to have rounded edges, keeping in line with the graphic style of the brand.

Video Brand Guidelines

• Our Videos would have the ‘J Jana SFB’ logo unit on the top of the screen, the location is to be finalised where there is breathing space (Top left/right) inside the text­safe area in the video.
• If the video frame is 1920X1080, then the logo width would be minnium of 250px and maximum of 300px.
• The name plate will have ‘J’ symbol
• The videos will end with a white screen with 60%-80 % opacity along with the JSFB logo unit breath-in between 100-110% inside the text-safe area as a conclusion.
• Breath-in -from 100 to 110%

Additional Properties