Maxis Brand Guide Print Guidelines Version 1.0

Maxis brand guide
Print guidelines
Version 1.0
Core elements
Colours
Colour palette - print
Squiggle exists only in one colour.
Maxis Shock Green.
This is the primary, go-to colour and should be the
most apparent one in your artwork. This is best C 100
M0
done by applying it to the Squiggle Shapes. For Y 70
K 70
graphics and text, we have prepared a spectrum
of secondary and highlight colours. Use these Maxis
to compliment your artwork and to highlight
promotions, graphics and text. (Got it?)
Shock
Green
C40 Y100
C 95 C 85
M0 M0
Y 95 Y0
K0 K0
C 100
M 95
Y0
Maxis K0
Shock
Green C 67
M 33
Y 100
C 21
M 0
Y 100
C 40
M 0
Y 100
C 67
M 30
Y 100
C0
M 100
Pantone 375 Y0
K 21 K0 K0 K0 K0
Primary Secondary Highlight
Maxis brand guide_print guidelines_version 1.0

Core elements
Typography
How our voice looks
Aaux Next
Light
Aaux Next is the face of the Maxis voice.
From impressive headlines to delicate terms and
conditions, it gets our message across beautifully.
It is modern, clean and simple. Works great on PC,
Aaux Next
Mac and Web-based environments too. Regular
Aaux Next
Medium
Aaux Next
SemiBold
Aaux Next
Bold
Aaux Next
Black

Core elements
Typography
How our voice looks
Headline, subheads and body copy all deserve their Hairline Light italic Bold italic
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
respective attention and here’s how to represent
ABCDEFGHIJKLMNOPQRSTU ABCDEFGHIJKLMNOPQRSTU ABCDEFGHIJKLMNOPQRSTU
the Maxis voice in fonts. VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*()
Hairline italic Regular italic Black italic

VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*()
Thin Medium italic Ultra

VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*()
Thin italic SemiBold italic Ultra italic

ABCDEFGHIJKLMNOPQRSTU ABCDEav*() ABCDEFGHIJKLMNOPQRSTU
VWXYZ1234567890!@%and*() VWXYZ1234567890!@%and*()
Headline Subhead Bodycopy

Bold Medium Regular
Black SemiBold
Ultra

Core elements
Maxis logo
Protecting the icon and logo
The full-colour Maxis logo occupies a white box Note: The green band beneath the logo is present only when the
logo appears on print materials.
with a clear space of 1.5 Squiggle surrounding it.
x = height of Squiggle
1.5x

Core elements
Maxis logo
Protecting the icon and logo – print
Print
Here’s how the Maxis logo appears in a print ad.
Height
= x (logo size)
22
Height
= x (logo size)
12

Introduction
Maxis logo
Protecting the icon and logo – print
Print materials
Here’s how the Maxis logo appears in print materials.
=X
=X
=X
=X

Introduction
Typography
Proportion and sizing

Typography calculations
Once you have fixed the size of the Maxis logo Headline
• The minimum height is
on your print material, use Squiggle’s height to
40% of Squiggle. When
determine the sizes of all text. this is not possible, the
headline can be sized in
the range between 40%
and 50%. Please use
only Bold or SemiBold.
Subhead 100%
of Squiggle
• This is 50% of the
point size used for
the headline.
Body copy
• This is 25% of the
point size used for
HS
the subhead.
• For print ads,
minimum body copy 50%
size is 12 pt.
40%
5%

Introduction
Typography

We understand there will be exceptions to every Lorem Ipsum
Nemo enim ipsam voluptatem
rule. When that happens, use your trained eye
quia voluptas sit aspernatur
and allow a +/- 10 pt variation for the headline or aut odit aut fugit, sed quia
subhead, and +/- 2 pt for the body copy. consequuntur magni dolores
eos qui ratione voluptatem
sequi nesciunt.
Headline 40% of squiggle
Leading 50% of headline
Subhead 50% of headline

Introduction
Typography

Example
Here’s how the text would look like in an example Lorem Ipsum
of a full page print ad. MaxisONE Plan

1 Internet plan. 0 limits at home,
aut odit aut fugit, sed quia
and on-the-go.
consequuntur magni dolores
sequi nesciunt.
Maxis brand guide_print guidelines_version

Version 1.0
Kitchen Sink
Kitchen Sink
Our communications will always have a tactical
or promotional message, or important value Kitchen Sink type 1 Kitchen Sink type 2
propositions that we want to highlight. Place them The default. Use when the promotion has a main highlight. Use when there is no main highlight.
in the kitchen sink.
(It’s neater this way.)
Maxis brand guide_print guidelines_version

Version 1.0
Kitchen Sink
Kitchen Sink
Based on the size of the Maxis logo on your print
material, use Squiggle’s height to determine the
size of all text. Again, you should use your trained
eye and allow a +/- 10pt variation, if needed.
HS H
Print &
Print & collateral collateral Kitchen Sink
P
ruler
Headline
100% Promo highlights
40% of headline
of Squiggle 30%
of the main headline
70%
of headline
Subhead
Header(k) 70% of the main headline
50%
SB
of headline
Subhead(k) 50% of the main subhead

Body copy 19%
12pt
of headline Body copy(k) 50% of the subhead(k)

Kitchen Sink
Kitchen Sink
Typography and clear space
Here’s a chart to help you calculate the text size and clear space for the Kitchen Sink. Use the Maxis logo’s height to determine the text size and Squiggle
from the Maxis logo to determine the clear space around it.
Kitchen Sink type 1 - 3 promo + 1 highlight
Header(k)
Leading(k)
Subhead(k)
70%
of the headline (print)
25% of body copy

50% of Subhead (print)
XX XX XX + XX
Calls to any SMS to any Internet
Leading(k) 50% of Subhead(k)
number any time, number any time, after 2GB high-speed
Save RM XXmth
Body copy(k) 50% of Subhead(k) max. 9pt
every day every day quota is reached.
Kitchen Sink type 2 - 4 promo
Header(k)
Leading(k)
Subhead(k)
70%
of the headline(print)
25% of body copy

50% of Subhead(print)
XX XX XX
XX
Leading(k) 50% of Subhead(k)
Save RM XXmth
Body copy(k) 50% of Subhead(k) max. 9pt
every day every day quota is reached.

Kitchen Sink
Kitchen Sink type 1

Box width calculation
Box width for Kitchen Sink depends on copy width Kitchen Sink type 1
as long as minimal clear space is followed.

Remember to use Squiggle from the Maxis logo to
determine the clear space. XX XX XX + XX
every day every day quota is reached. Save RM XXmth
BOX WIDTH depends on the copy

Kitchen Sink
Kitchen Sink type 1

Examples
3 + 1 promo 3 + 1 highlight
Here are some ideas of how the Maxis colour
Transparent or reverse Using Maxis colour palette
palette is used in Kitchen Sink type 1.
The width of the copy must NOT exceed the width
of the Kitchen Sink.

Kitchen Sink
Kitchen Sink type 1

Examples
3 + 1 highlight 2 + 1 highlight
Reverse, with promo colours When the highlighted promo does not sit at the end

Kitchen Sink
Kitchen Sink type 1

Examples
1+1 highlight 1 promo
With promo colours In reverse or transparent

Kitchen Sink
Kitchen Sink type 1

Close-up and clear space
3 + 1 promo
Here’s a closer look.
(No need to squint.)

Kitchen Sink
Kitchen Sink type 1

3 + 1 highlight

Kitchen Sink
Kitchen Sink type 1

3 + 1 highlight

Kitchen Sink
Kitchen Sink type 1

2 + 1 highlight

Kitchen Sink
Kitchen Sink type 1

1 + 1 highlight

Introduction
Kitchen Sink type 1

1 promo

Kitchen Sink
Kitchen Sink type 2

Calculation
Box width for Kitchen Sink depends on copy width 4 promo
as long as minimal clear space is followed.
Remember to use Squiggle from the Maxis logo to
determine the clear space. XX XX XX
XX
every day every day quota is reached. Save RM XXmth
BOX WIDTH depends on the copy

Kitchen Sink
Kitchen Sink type 2

Examples
Here are some ideas of how the Maxis colour 4 promo 3 + 1 highlight
Transparent or reverse Using Maxis colour palette

Kitchen Sink
Kitchen Sink type 2

Examples
Here are some ideas of how the Maxis colour 3 + 1 highlight 2 + 1 highlight
Using Maxis colour palette When the highlighted promo does not sit at the end

Kitchen Sink
Kitchen Sink type 2

Examples
Here are some ideas of how the Maxis colour 1 promo + 1 highlight 1 promo
Using Maxis colour palette In reverse or transparent

Kitchen Sink
Kitchen Sink type 2

4 promo

Kitchen Sink
Kitchen Sink type 2

3 + 1 highlight

Kitchen Sink
Kitchen Sink type 2

3 + 1 highlight

Kitchen Sink
Kitchen Sink type 2

2 + 1 highlight

Kitchen Sink
Kitchen Sink type 2

1 promo + 1 highlight

Introduction
Kitchen Sink type 2

1 promo

Photography treatment
Photography
Photography guidelines
The image, whenever possible, should tell
a story.
Use these key words to guide you:
Positive. Real. Just like how life should be.
The subject should never be overwhelmed by the
background. Ensure no visual clutter. Mantain a
sense of balance to the overall composition.

Photography
Photography notes
The general rule is avoid dark, saturated, moody
pictures. Moody is a feeling not a tone as
demonstrated here.
The visual on the right has a dark background
but the subject is cheerful.

Photography
Squiggle and photography
White Squiggle Shape can only be used on a Squiggle don’t Squiggle do
green background.

Photography
Squiggle and photography
The Squiggle in the Squiggle shape should always
stand out. If it appears to melt into the background,
adjust the lighting of the overall picture until
Squiggle becomes prominent.

Bringing
Introduction
it all to life
Print ads
Thematic print ads
– with and without image Lorem Ipsum
This is how thematic print ads should look. All quia voluptas sit aspernatur
rules regarding Squiggle still apply. Headline and aut odit aut fugit, sed quia
subhead copy should be contained within the consequuntur magni dolores
Squiggle Shape. sequi nesciunt.

Introduction
Bringing it all to life
Print ads
Tactical print ads – with 1 device
The phone should always be the hero. You can
consider using the default wallpaper from the phone
to create a background with visual texture.

Introduction
Print ads
Tactical print ads – with more than 1 device
With so many phones competing for attention, Lorem Ipsum
keep the background clean and uncluttered, and
preferably in a flat colour. It doesn’t always have aut odit aut fugit, sed quia
to be graphics. A textured background works as consequuntur magni dolores
well. Make sure the phone details and promotional
sequi nesciunt.
messages are clear and legible.

BTL
Poster
With so many phones competing for attention, keep
the background clean and uncluttered, and preferably
in a flat colour. A textured background works as
well. Make sure the phone details and promotional
messages are clear and legible.
Headline and subhead copy should be contained
within the Squiggle Shape.
Place the promo details in the Kitchen Sink.

BTL
Bunting
The Maxis logo is always on the top, held in place
with the green band in reverse.
All Squiggle rules apply. Please keep all copy
within the Squiggle Shape.

BTL
Shopfront banner
Squiggle rules apply except that Squiggle’s size
is not determined or guided by the Maxis logo.
Maintain all copy within Squiggle Shape.
Promo details occupy the Kitchen Sink.

BTL
Leaflet
Squiggle rules apply here too, with all copy
kept within Squiggle Shape.
The Maxis logo occupies the spot at the top,
and promo details, yes – in the Kitchen Sink.

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Maxis brand guide

Primary Secondary Highlight

Maxis brand guide_print guidelines_version 1.0

Maxis brand guide_print guidelines_version 1.0

Hairline italic Regular italic Black italic

Thin Medium italic Ultra

Thin italic SemiBold italic Ultra italic

Headline Subhead Bodycopy

Maxis brand guide_print guidelines_version 1.0

Maxis brand guide_print guidelines_version 1.0

Maxis brand guide_print guidelines_version 1.0

Maxis brand guide_print guidelines_version 1.0

Proportion and sizing

Maxis brand guide_print guidelines_version 1.0

Proportion and sizing

Headline 40% of squiggle

Leading 50% of headline

Subhead 50% of headline

Maxis brand guide_print guidelines_version 1.0

Proportion and sizing

of a full page print ad. MaxisONE Plan

Maxis brand guide_print guidelines_version

Maxis brand guide_print guidelines_version

Subhead(k) 50% of the main subhead

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1 - 3 promo + 1 highlight

25% of body copy

every day every day quota is reached.

Kitchen Sink type 2 - 4 promo

25% of body copy

every day every day quota is reached.

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

as long as minimal clear space is followed.

BOX WIDTH depends on the copy

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 1

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 2

BOX WIDTH depends on the copy

Maxis brand guide_print guidelines_version 1.0

Kitchen Sink type 2

Maxis brand guide_print guidelines_version 1.0