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WELCOME TO T HE F OOD PLANE T

Although Dwarka has evolved into one of the most developed


residential neighbourhoods in New Delhi, it's still missing something
vital that can truly complete its transformation into a mini metro -
a Food Court! And Hashtag is here to fulfil just that - give Dwarka
its first and only Food Court.
With Hashtag Dwarka, Pratham Group unveils yet another glowing
chapter of innovative properties, this time in the form of a series
of Food Courts, with the one in Dwarka being the first. With a grand
roadmap of venturing into the Food Court business with complete
gusto, Hashtag is here to give the populace of Dwarka, a taste of
exclusivity, that's been so atypical of Pratham Group all along!

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Hashtag, Dwarka's First and Only Food Court, comes loaded with an array
of lip smacking F&B Brands, some of which top the nation's charts.

With a lot more to come in, here's the to-begin-with list, just for starters!

Amritsari Express Keventers


Bueno KFC
Burger King Khan Chacha
Chaayos Kings Kulfi
Dominos Kylin Express
Drool Moti Mahal
Dunkin Doughnuts Nazeer
Giani's Oh So Stoned
Grillz Shree Ratnam
Habibi The Masala Trail
Haldiram’s Wow Momo

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The mother organization behind Hashtag is J.M.M. Finvest Pvt. Ltd, which is a part
of Pratham Group. The Group has developed the City Centre Dwarka on a prime
patch in Dwarka, as a precursor to the mega ventures that the group has envisaged.
Hashtag is a part of City Centre Dwarka.

Literally next door, the Group is also nearing completion of the much anticipated
Vegas Mall, over 2 Million Square Feet mixed land development, comprising a
Premium Retail Mall, India's Largest Multiplex, a 5 Star Hotel, a 3 Star Hotel, Serviced
Suites, and the likes - an absolute top of the line offering for the luxury-starved.

On its part, Pratham Group is a joint initiative between three well established,
experienced and highly reputed groups, namely, Unity Group, HL Group and RP Group,
coming together to form a unique entity. The objective is amply clear, which is to
cater to the needs of their strong investors and customer base.
The Group enjoys the combined commercial, organizational, technical and financial
strengths of all 3 partner groups. The vast experience and exposure of the Group
directors in development of real estate projects, have been continually assuring
remarkable success for all upcoming projects of Pratham Group!

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CONTENT

LOGO 05
THE FOOD PLANET 06
LOGO COMPOSITIONS 08
COLOURS 09
PRIMARY COLOUR COMBINATIONS & USAGES 10
SECONDARY COLOUR COMBINATIONS & USAGES 11
LOGO DISALLOWED USAGES 12
LOGO USAGE (BLACK & WHITE) 13
FONTS USED 14
CLEAR SPACE 15
MINIMUM SIZE 16
LOGO USAGE (LAYOUTING) 17
LOGO
To cut the clutter, Hashtag has taken the route of depictive simplicity,
keeping a distinguishable uniqueness in mind.

While the Spoon and Fork form an integral part of the Logo Icon, which
goes to create the hashtag symbol, the typography of the logo is on
the easier size to remember and follows the brand.

All in all, the hashtag symbol, its food related iconisation and the fonts,
fall into place in a smooth and seamless manner.

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THE FOOD PLANET - Baseline
Hashtag is a big zone for consuming food. It will not only have the most
desirable brands, it will also indulge all kinds of taste-buds.

Hashtag is not any usual food court. In spirit it is a planet on a platter for those
who love to binge.

A planet of taste deserves to be expressed accordingly.

The Food Planet captures the largeness of physical space where it is located
and also the largeness of the spread it caters to, its audiences.

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LOGO COMPOSITIONS
PRIMARY: HORIZONTAL COMPOSITION
There are 2 clear Compositions permitted
for usage, the primary one being the
Horizontal Composition, with the secondary
one being the Vertical Composition.

It is also to be noted, that the hashtag icon


used at the top of the Vertical Composition,
is centrally aligned to the logotype, is of
the same size as in the Horizontal format,
and is equidistant from the logotype as per
SECONDARY: VERTICAL COMPOSITION
marked guidelines.

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COLOURS
The focus has been to establish relevance to joy, happiness and
celebrations when it comes to the Colours of the Logo. With food grade
colours in action, the idea has been to reflect the very colours of life
through the Logo. Typically, a call has also been taken to stay away
from greens, as it's an overused shade in this category.

The primary colours used are SUPERNOVA, SHIP GRAY and SOLID WHITE, SUPERNOVA
C:0 | M:15 | Y:100 | K:5
albeit used in separate combinations, all so as to impart a bold and R:244 | G:201 | B:0
distinguishable visual appeal, yet not too loud or garish in nature. #F4C900

SHIP GRAY SOLID WHITE


C:0 | M:0 | Y:0 | K:90 C:0 | M:O | Y:0 | K:0
R:65 | G:64 | B:66 R:255 | G:255 | B:255
#414042 #FFFFFF

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PRIMARY COLOUR COMBINATIONS & USAGES
There are 3 primary colour combinations and usages of the logo, along
with the baseline, as depicted, tagged 'Combo&Usage A',
'Combo&Usage B' and 'Combo&Usage C'.
Combo&Usage A

Combo&Usage A - is a mix of Supernova and Ship Gray on Solid White.

Combo&Usage B - is Solid White on Supernova.

Combo&Usage C - is a mix of Supernova and Solid White on Ship Gray.

Combo&Usage B

Combo&Usage C

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SECONDARY COLOUR COMBINATIONS & USAGES
There can also be a secondary colour combination, taken from ‘Combo&Usage A’
(Supernova and Ship Gray) that can be used on specified semi-dark pastel colours.

PERSIAN GREEN PACIFIC BLUE RED DAMASK KEPPEL


C:100 | M:0 | Y:53 | K:12 C:90 | M:0 | Y:15 | K:10 C:0 | M:69 | Y:80 | K:10 C:66 | M:0 | Y:27 | K:20
R:0 | G:152 | B:137 R:0 | G:163 | B:195 R:220 | G:104 | B:61 R:51 | G:161 | B:164
#009889 #00A3C3 #DC683D #33A1A4

MANDY COPPER FIELD FROLY POLO BLUE


C:0 | M:77 | Y:45 | K:5 C:0 | M:44 | Y:49 | K:10 C:0 | M:57 | Y:29 | K:0 C:45 | M:35 | Y:0 | K:0
R:228 | G:93 | B:105 R:22 | G:147 | B:115 R:244 | G:139 | B:145 R:142 | G:154 | B:206
#E45D69 #E19373 #F48B91 #8E9ACE

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LOGO DISALLOWED USAGES
Care should be taken to ensure clarity, prominence and legibility whenever using
the Logo. The Logo is not permitted to be used against any other background,
apart from the 11 options provided before. Also, the backgrounds have to be
solid colours as per specifications provided. The Logo is not permitted against
any images, vignettes or multi-coloured backgrounds.

Logo on Random Coloured Backgrounds Logo on Vignette Backgrounds Logo on Multicoloured Background

Logo on Patterned Backgrounds Logo on Textured Backgrounds Logo on Images

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LOGO USAGE (BLACK & WHITE)
In case of usage formats of the Logo when dealing with Black & White
backgrounds or media, here're the only 2 permitted combinations.

Logo on White Background Logo on Black Background

Logo in Gray (Not Permitted) Logo on Gray Background (Not Permitted)

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FONTS USED
There are two basic fonts being used.

One of them, 'Alcefun', can be used in two different versions. The dual nature of this font allows 2 kinds of representation, which makes the
usage much more interesting. It's almost like two distinct fonts bundled into one. The 'Normal' version is strikingly sleeker and rounded, meant
more for classier usage patterns, like body copy, baselines, menu items, etc. The 'Bold' version is visibly thicker, and interestingly sharper in
design appeal, making it ideal for sub-heads and taglines.

The twist comes with the second Font ‘Harabara’ which is visibly bold and makes quite a statement with its strong appeal and is ideal for
headlines, prices, combos offered, scheme announcements, etc for attracting the customer base.

Alcefun - Normal Harabara


ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
Alcefun - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
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CLEAR SPACE
We have devised a clear space rule to ensure
that no other design elements appear too
close to the logo. This precaution will ensure
legibility and brand integrity. The clear space
rule should be adhered to at all times,
particularly across retail and digital spaces.

The strip running all around the logo is


signifying the bare minimum space to be left
clear of the logo, which is equivalent to the
width of the letter 'H' used in the name within
the logo. The space between the hashtag
icon and logotype is also the same.

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MINIMUM SIZE
The minimum size rule is as demonstrated below.

35mm or 100px 24.5mm or 70px

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LOGO USAGE (LAYOUTING)
The only permitted usage style in this case, is perfectly horizontal,
with a Zero Degree of tilt. Any other style is not permitted.

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