BrandGuidelines

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Table of ContentsSection 1: Defining ValueFirst

Section 2: Design Elements

Who is ValueFirstHow we describe the need for ValueFirstBrand ValuesPersona & PersonalityVoice & Tone

Pep&PopOur LogoUsage on backgroundsOne-Color useLogo misuseCore colorsSecondary colorsTypography: BW Nista GroteskTypography: HelveticaIconsPhotography & Illustrations

3 ValueFirst Brand Guidelines Table of Contents

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Section 1: Defining ValueFirst

In this section, we outline the building blocks of the ValueFirst brand, including what we stand for, what sets us apart, why we choose the words we use, and how we’ve decided to show up in the world.

Who is ValueFirst

Founded in 2003, ValueFirst is

an enterprise communication

platform company that connects

businesses with their consumers

over internet and telecom

channels.

Our mission: A community of free-spirited souls offering technology-driven contemporary communication services to the world.

Our vision: Touching billion lives meaningfully every day by 2021.

Please use ‘ValueFirst’ as a verb followed by the description of our service. We always intent to put value before other things.

6 ValueFirst Brand Guidelines Defining ValueFirst

Need for ValueFirst

ChallengeThe fundamental challenge common to businesses across the world is one of conversations with their consumers.

SolutionValueFirst offers contemporary solutions over internet (Email, WhatsApp, Push & Conversational AI) and telecom (SMS & Voice) channels.

ResultBusinesses can change the way the world communicates. With ValueFirst, conversations are simple, intelligent, two-way, engaging and valuable.

7 ValueFirst Brand Guidelines Defining ValueFirst

Brand Values

Everyone’s BFFValueFirst is everyone’s Best Friend Forever. We understand that we all have faults and we’re all humans. No girl/guy is better than the next. We are egalitarian.

TrustValueFirst desires to be dependable and trustworthy. We attract businesses who want to feel understood and included. They always project the ”if they can do it, I can too” attitude.

BelongValueFirst wants to belong. We encourage businesses to be okay just as they are. We have ordinary but solid virtues, and always have the touch of the common being. It is important for us to be accepted and fit in.

9 ValueFirst Brand Guidelines Defining ValueFirst

HumbleValueFirst’s strategy is to be down to earth yet be a sharpshooter. We are hard working and humble. We are the reliable friend you’d expect to turn up on time and solve everything or just be up for a chat.

Persona & Personality

10 ValueFirst Brand Guidelines Defining ValueFirst

For the free-spirited souls at

ValueFirst, Community is

Everything. We are easy to

understand and inclusive. We

hate the idea of elitism.

Our culture helps people work hard and make them feel valued.

We have zero pretense and we strive for authenticity in every action. Our tastes and pleasures are simple.

We are real, honest and like to relate with others.

We demonstrate CustomerFirst by placing them at the center of every communication instead of ourselves.

We intend to stay this way.

Voice & Tone

12 ValueFirst Brand Guidelines Defining ValueFirst

The key to sounding like

ValueFirst is being that ‘2AM

friend’ to all the stakeholders.

Just be there!

Just like friends, we believe in two-way conversations. Two-way conversations that exude a human quality, showing that they care about what you have to say. Instead of announcing, ValueFirst is all about engaging.

Technology is great. It has changed our lives, the way we communicate and the way we live, all for the better. However, it is vital to remember the foundation- the human relation.

At the end, we are simply humans talking to humans.

Voice & Tone

13 ValueFirst Brand Guidelines Defining ValueFirst

Here’s what we are (and aren’t):

ValueFirst will give you the tools and insight you need to make your job easier. This may not even be through our product stack necessarily.

We are honest and direct. We stick to our words and own any issues or mistakes by showing how we will address them.

We do not over promise, use heavy jargons or over sell a product’s capability.

Down-to-earth- Family oriented- Small TownHonest- Sincere- RealWholesome

- Original

Cheerful- Sentimental- Friendly

Section 2: Design Elements

In this section, we outline the best practices for the use of ValueFirst brand assets and other useful examples.

Pep&Pop

16 ValueFirst Brand Guidelines Design Elements

Pep&Pop are composed of two geometric shapes and two primary colors.

Pep&Pop is legible at most sizes, and a small version is provided for micros applications.

The two shapes used in Pep&Pop- a conversation bubble and a smiley, can be extracted and used as graphic elements.

Our Logo

17 ValueFirst Brand Guidelines Design Elements

The ValueFirst logo is composed of Pep&Pop and a logotype in BW Nista Grotesk Extra Bold.

The horizontal logo is the primary logo and will be used in most instances.

The stacked logos are for large scale use. Avoid using at small sizes, at it can be illegible.

Always use the logo files provided. Never re-create.

Our Logo - Spacing

18 ValueFirst Brand Guidelines Design Elements

To ensure the logo stands on its own, please leave at least one “V”s worth of space around it.

Our Favicon

19 ValueFirst Brand Guidelines Design Elements

Pep&Pop make our favicon. ValueFirst in logotype should not be used in favicon.

Usage on Backgrounds

20 ValueFirst Brand Guidelines Design Elements

The full-color logos should be used only on white and light grey.

Avoid using full-color logos on photographs unless the logo sits on a white or light grey area of the image.

One-color Use

21 ValueFirst Brand Guidelines Design Elements

The one-color logo should be used only on photographs and color backgrounds with the ValueFirst color palette.

Logo misuse

22 ValueFirst Brand Guidelines Design Elements

Do not crop the logo

Do not change the logo transparency

Do not use any logo effects

Do not use different colors

Do not distort the logo

Do not drop shadows or effects

Do not use outline effect

Do not rotate the logo anyway

Core colors

23 ValueFirst Brand Guidelines Design Elements

Use the color proportions in any layout or collateral design.

White#FFFFFFR: 255G: 255B: 255

Black#000000R: 0G: 0B: 0

Very Blue#2B2D6CR: 43G: 45B: 108

Vivid Orange#EB5C0BR: 235G: 92B: 11

Secondary colors

24 ValueFirst Brand Guidelines Design Elements

Secondary colors can be used with our core colors, but this usage must be limited.

Light Grey#D9D9D9R: 217G: 217B: 217

Green Cyan#BAE8E8R: 186G: 232B: 232

Gray Cyan#E3F6F5R: 227G: 245B: 245

Vivid Yellow#FFD803R: 255G: 216B: 3

Typography: BW Nista Grotesk

25 ValueFirst Brand Guidelines Design Elements

Typeset all text and paragraph text in BW Nista Grotesk. Do not set in all caps or all lowercase.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz

0 1 2 3 4 5 6 7 8 9 0 +=-/<.>”’;:, {} [] \|

ThinThin ItalicLightLight ItalicRegularRegular ItalicMedium

Medium ItalicBoldBold ItalicExtra BoldExtra Bold ItalicBlackBlack Italic

Typography: Helvetica

26 ValueFirst Brand Guidelines Design Elements

Typeset all text and paragraph text in Helvetica. Do not set in all caps or all lowercase.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk LlMm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz

0 1 2 3 4 5 6 7 8 9 0 +=-/<.>”’;:, {} [] \|

LightThin ObliqueRegularLight ItalicBoldBold Oblique

Icons

27 ValueFirst Brand Guidelines Design Elements

ValueFirst icons are used across different brand touchpoints from marketing to technology to other industries.

They provide symbolism, conceptual clarity and visual interest in simple shapes and forms.

Photography

28 ValueFirst Brand Guidelines Design Elements

In lines with our brand voice, our photography is relatable.

Avatars: Relatable, human, warm, happy but not silly. Colorful but mature.

Still Life: Simple, not overly complex.

Lifestyle: Aspirational, loves to collaborate, confident and focused.

Illustrations

29 ValueFirst Brand Guidelines Design Elements

Our illustrations should always reflect the ValueFirst personality of human, approachable, smart. They can be witty, but never silly.

Governance & Terms

30 ValueFirst Brand Guidelines Design Elements

a) Any use of ValueFirst brand assets must conform to these guidelines. These guidelines may be modified at any time.

b) ValueFirst has sole discretion in determining if use of the ValueFirst assets violates these guidelines.

c) ValueFirst is the owner of all rights in the marks and reserves all rights.

d) Contact at vfmarketing@vfirst.com for any help or questions.

ValueFirst Digital Media Pvt LtdB-18, Sector-34, Infocity Phase – IGurugram 122002, Haryana, India