Vayasya

Brand Handbook

The single source of truth for Vayasya brand communication. Identity, visual system, voice, operational standards, and governance across all verticals.

v2.0.0Vayasya SevaVayasya SetuVayasya KaushalVayasya Prabandh

Foundation

Identity, brand architecture, and behavioral pillars that define Vayasya.

Overview

What this handbook is, who it is for, and how to navigate it.

This is the single source of truth for Vayasya brand communication. It governs identity, visual system, voice, and operational standards across all verticals.

Who this is for

All employees, contractors, and partners producing Vayasya-branded materials — documents, presentations, emails, web content, and client-facing artifacts.

How to Use This Handbook

Read Foundations first

Understand what Vayasya is, how the brand architecture works, and what operating pillars govern execution.

Reference Visual System and Voice during creation

Use logo, color, typography, and voice rules as active constraints while producing materials.

Run Pre-Send Checklist before any external release

Every client-facing artifact must pass the quality gate in Section 16.

Escalate edge cases through Governance

If a situation is not covered, do not improvise. Raise a governance request before publishing.

Quick Reference

Identity

What Vayasya is, what we do, who we serve, and what we reject.

Vayasya is an enterprise-grade, compliance-first workforce services and workforce systems group. We operate in B2B, supporting factories and large clients with manpower deployment and workforce operations.

Vayasya stands for operational reliability, compliance, and systems — built for scale.

Institutional, calm, decisive

Systems-first, audit-ready, process-driven

Operational strength in Indian industrial context

Compliance encoded into systems, not human memory

What Vayasya is NOT

Not a staffing marketplace or recruitment agency
Not a consumer HR brand or job portal
Not an NGO, welfare organization, or CSR initiative
Not a startup chasing growth metrics over operational depth

Anti-Brand: Always Avoid

Spiritual, meditation, or wellness imagery or tone

"Soft" inspirational startup language

Excessively decorative design, gradients, or shiny gold effects

Consumer lifestyle branding or mass-market positioning

"People empowerment" fluff without operational substance

HR buzzwords disconnected from execution reality

“We exist to create operational clarity in complex environments.”

What We Believe

Clarity over cleverness

Simple, direct communication reduces errors. We sacrifice style for precision.

Commitments are contracts

What we say, we do. We under-promise and over-deliver, never the reverse.

Transparency builds trust

We share bad news early, with context and a path forward. Hiding problems makes them worse.

Accountability has a name

Every deliverable has an owner. We do not hide behind teams or processes.

Process protects people

Good systems prevent mistakes. We invest in structure so individuals can focus on quality.

We Stand For

• Operational precision in every deliverable
• Respect for client time and attention
• Evidence-based claims and commitments
• Professional boundaries and clear escalation
• Consistent quality regardless of deadline pressure

We Reject

• Vague promises without timelines or owners
• Marketing language that exaggerates capability
• Blame-shifting or defensive communication
• Process shortcuts that trade quality for speed
• Assumptions presented as facts

Positioning

Positioning statements must describe who we serve, what we solve, and how we deliver with measurable reliability. Avoid category inflation and broad, unprovable promises.

Positioning Rules

Primary message: dependable execution for defined service outcomes.

Audience first: mention client segment before internal capability details.

Differentiate by operating discipline, not by superlatives.

Use one vertical context per narrative unless explicitly multi-vertical.

Do not claim market leadership without audited comparative evidence.

Positioning Terminology

Instead of	Use	Avoid	Notes
Trusted partner	Dependable operating partner	Best-in-class partner, Unmatched partner	Use evidence-led language instead of comparative superlatives.
Transformation	Structured service improvement	Total transformation guaranteed	Guarantee language requires contractual coverage.

Rules

Prioritize clarity over cleverness in all client-facing language.

State ownership, timeline, and outcome in every operational update.

Represent current capability, not intended future capability, unless labeled explicitly as roadmap.

Document assumptions whenever a requirement is incomplete.

Treat brand consistency as a compliance control, not a cosmetic preference.

When facts and perception conflict, lead with facts.

Make the implicit explicit: if something is assumed, write it down.

Do / Don't

Service communication

We can begin onboarding on 15 Feb 2026 once KYC records are validated.

We can start anytime and will figure out KYC later.

The approved version sets condition and date, reducing misunderstanding.

Commitment language

Current SLA target is 24 business hours for first response.

Fast support guaranteed.

Specificity prevents inflated expectations and claim risk.

Problem reporting

We identified a data quality issue on 10 Feb. Impact: delayed report. Fix ETA: 12 Feb.

There might be some issues but we're handling it.

Early, specific reporting builds trust even when sharing problems.

Future capability

Automated reporting is on our Q2 2026 roadmap, subject to resource allocation.

We'll have automated reporting soon.

Roadmap items are not commitments. Qualify future statements.

Positioning line

Vayasya Seva helps teams run essential service workflows with clear ownership, timelines, and controls.

Vayasya Seva reinvents everything for everyone.

Focused positioning aligns with operational delivery reality.

Differentiation

Our approach uses checkpoint-based governance and documented handoffs.

Our approach is unique and revolutionary.

The approved line is specific and auditable.

Templates

Decision brief

Frame internal and client-facing decisions in a standard way.

When to use: Before approvals, scope changes, or cross-team handoffs.

Decision: <one line>
Owner: <name, role>
Date: <DD MMM YYYY>
Options considered: <A/B/C with one-line description>
Selected option: <A/B/C>
Reason: <risk, cost, timeline factors>
Impact: <client/team/system>
Next checkpoint: <date and owner>

Guardrails

Do not publish without named owner.
Record at least one rejected option.
Use India-first date format.
Impact field must be specific, not 'minimal' or 'significant'.

Assumption log

Track assumptions that may affect delivery.

When to use: When starting work with incomplete requirements.

Assumption: <statement>
Basis: <why we believe this>
Risk if wrong: <impact>
Validation owner: <name>
Validation deadline: <DD MMM YYYY>
Status: <unvalidated/confirmed/invalidated>

Guardrails

Review assumption log weekly during active projects.
Invalidated assumptions trigger scope change process.

30-second positioning script

Align verbal introduction across sales, delivery, and leadership teams.

When to use: Calls, events, and first-contact internal notes.

Who we serve: <segment>
Problem we solve: <operational issue>
How we work: <method and controls>
What clients can expect: <measured outcome and timeframe>

Guardrails

Use measured outcomes only when baseline data exists.
Do not include comparative claims unless approved.

Brand Architecture

Master brand, verticals, naming conventions, and accent assignment.

Vayasya is the master brand. Verticals operate under it with distinct functional domains and accent colors. The master brand is always visually dominant.

Vayasya

Parent brand for all verticals. Used for group-level communications, cross-vertical materials, governance documents, and any context where no single vertical applies.

Verticals

Vayasya Seva

#C97A2B

Manpower and labour services operations

Vayasya Setu

#2F3E5C

HRMS and workforce operating system — attendance, scheduling, payroll, compliance rails

Vayasya Kaushal

#2E6B4F

Training, upskilling, and workforce readiness

Vayasya Prabandh

#3A3A3A

Workforce administration, governance, and controls layer

Naming Rules

Always write "Vayasya [Vertical]" — never the vertical name alone in formal contexts.

First mention in any document uses the full name. Subsequent mentions may use the vertical name if context is clear.

Do not abbreviate to initials. No "VS", "VK", "VP", or "VSetu".

In conversation, "Seva" or "Setu" alone is acceptable after the full name has been established.

Lockup Rules

Parent wordmark (Vayasya) is always larger and semibold.

Vertical name is smaller, regular or medium weight.

Never set parent and vertical at equal weight or equal size.

Logo lockup hierarchy is fixed. Do not modify proportions without governance approval.

When to Use Which Brand

Single-vertical material

Use that vertical's accent color and vertical logo variant.

Cross-vertical material

Use master brand gold accent. No vertical accent colors.

Multi-vertical joint offering

Both vertical accents may appear only if both vertical owners approve in writing. Label the material as joint.

Internal-only communication

Master brand is default. Vertical accents are optional for team-specific context.

Rules

Use exactly one vertical accent per document unless explicitly multi-vertical and labeled accordingly.

Do not create new verticals, sub-brands, or product brands without governance approval.

Master brand gold (#C9A24A) is reserved for logo-adjacent and premium identity uses only.

Vertical accent coverage must remain below 20% of total visible surface area.

Do / Don't

Vertical naming

Vayasya Seva manages workforce deployment for this engagement.

Seva manages workforce deployment for this engagement.

First mention must use the full name to establish context.

Cross-vertical document

Use Vayasya master brand with gold accent for the joint quarterly report.

Use half Seva orange and half Setu navy on the same cover page.

Mixed vertical accents create visual confusion about ownership.

Abbreviation

The Vayasya Kaushal training module launches in March.

The VK training module launches in March.

Abbreviations are not part of the approved naming system.

Operating Pillars

Four pillars define execution quality across every client engagement.

Pillars are non-negotiable operating behaviors. They convert brand values into daily execution standards and measurable review points.

Clarity

Every deliverable names owner, scope, timeline, and acceptance criteria.

Behaviors

• Use explicit acceptance criteria in statements of work.
• Annotate dependencies and assumptions in client updates.

Red Flags

• Undefined responsibilities
• Open-ended delivery language

Reliability

Commitments are realistic, tracked, and followed through visibly.

Behaviors

• Maintain dated status logs.
• Escalate risks before SLA breach windows.

Red Flags

• Repeated timeline slippage
• Last-minute surprise escalations

Accountability

Decisions and deviations are recorded with responsible approvers.

Behaviors

• Maintain approval trail for contract-impacting decisions.
• Capture rationale for changes in a revision table.

Red Flags

• No audit trail
• Unapproved scope changes

Respect

Communication remains factual, precise, and culturally professional.

Behaviors

• Use neutral tone in escalation notes.
• Avoid blame-focused wording and undocumented assumptions.

Red Flags

• Adversarial language
• Passive-aggressive statements

Rules

Every kickoff must map deliverables to at least one pillar.

Monthly reviews must include pillar evidence, not opinions.

A repeated red flag in two cycles triggers governance review.

Do / Don't

Risk reporting

Dependency on client data can delay milestone 2 by three days; mitigation request sent on 10 Feb 2026.

There might be some delays if things do not go well.

Concrete language enables action and accountability.

Templates

Pillar evidence log

Capture objective proof for monthly operating reviews.

When to use: End of each month per active engagement.

Engagement: <name>
Month: <MMM YYYY>
Pillar: <Clarity/Reliability/Accountability/Respect>
Evidence: <fact with date>
Risk: <if any>
Owner: <name>
Action by: <DD MMM YYYY>

Guardrails

No subjective adjectives without evidence.
Each entry must have a date.

Visual System

Logo usage, color palette, typography, and imagery guidelines.

Logo Usage

Protect identity through consistent lockup, spacing, and color handling.

Logo consistency is mandatory. The source gold logo asset is authoritative and must remain untouched. Any deviation needs explicit approval.

Gold is flat. No gradients, no shimmer, no effects.

The logo uses flat gold as supplied. Do not apply CSS filters, gradient overlays, or decorative effects.

1. Logo

Base brand mark only. This is the primary source asset used to build all approved lockups.

Base Logo on Light Surface

Minimum digital width: 120px for production usage.

Base Logo on Dark Surface

Variant selection is contrast-driven only.

2. Logo with Text

Master lockup for parent-brand communication. Mark + Vayasya wordmark with clear hierarchy.

Vayasya

Enterprise Workforce Services & Systems

Primary Master Lockup

Use for group-level collateral and cross-vertical communication.

Vayasya

Master Brand

Compact Master Lockup

For tighter horizontal spaces while preserving master-brand emphasis.

3. Logo with Text and Verticals

Vertical lockup pattern: parent brand remains larger; vertical name is secondary and color-coded by one accent token.

Vayasya

Seva

#C97A2B

Manpower and labour services operations

Vayasya

Setu

#2F3E5C

HRMS and workforce operating system — attendance, scheduling, payroll, compliance rails

Vayasya

Kaushal

#2E6B4F

Training, upskilling, and workforce readiness

Vayasya

Prabandh

#3A3A3A

Workforce administration, governance, and controls layer

seva

setu

kaushal

prabandh

Rules

Maintain lockup hierarchy: Vayasya larger semibold, vertical name smaller regular/medium.

Do not recolor, retint, or gradient-map the logo in any context.

Use light or dark master variant based on background contrast only.

Minimum digital width is 120px; below this, use icon-free text fallback approved by brand ops.

When placed over imagery, use a calm plate with at least 90% opacity.

Do / Don't

Logo color

Use the provided source logo file with gold preserved.

Apply CSS filter to turn logo white or blue.

Recoloring breaks identity consistency and violates lock.

Lockup scale

Set Vayasya at larger semibold and vertical name at smaller medium weight.

Use equal weight and equal size for both words.

Hierarchy is part of the approved master lockup standard.

Templates

Asset request note

Request correct logo file from brand operations.

When to use: When preparing a new collateral format.

Request: Logo asset for <channel>
Background type: <light/dark/mixed>
Required size: <width x height>
Vertical context: <Seva/Setu/Kaushal/Prabandh>
Deadline: <DD MMM YYYY>
Requester: <name>

Guardrails

Do not attach edited logo files in request threads.
Record where the asset will be published.

Color Palette

Apply tokens with predictable roles to preserve readability and brand ownership.

Use the token system exactly. Base colors carry readability; accent colors signal vertical context; semantic colors communicate state. Do not create ad hoc colors.

Base

Support

Identity

Vertical Accent

Semantic

Rules

No new brand colors without governance approval.

Accent coverage should remain below 20% of total visible surface.

Use semantic tokens only for semantic meaning, not decoration.

Do not use gradients that mix two vertical accents.

Do / Don't

State colors

Use danger state color for rejected item status.

Use decorative accent color for rejected item status.

Semantic mapping must remain consistent across products.

Templates

Color handoff block

Share exact token usage in design-engineering handoff.

When to use: Before implementation of new screens or collateral.

Surface: <component name>
Background token: <token>
Text token: <token>
Accent token: <token>
Semantic states: <success/warning/info/danger mapping>
Accessibility note: <contrast checked yes/no>

Guardrails

Reference tokens, never raw hex in approvals.
Record one owner for final sign-off.

Typography

Use Hind for brand communication and JetBrains Mono for tabular data reliability.

Typography is a readability control. Hind is mandatory for primary and display use. JetBrains Mono is reserved for data-heavy contexts where character distinction is critical.

DisplayHind 600 / 40px / 48px

Top-level page headers and major section titles.

H2Hind 600 / 30px / 38px

Section headers and major content blocks.

H3Hind 500 / 24px / 32px

Subsections and structured guidance headings.

BodyHind 400 / 18px / 30px

Primary handbook copy and explanatory text.

Body SmallHind 400 / 16px / 26px

Helper notes, captions, and form instructions.

DataJetBrains Mono 500 / 14px / 22px

Data tables, IDs, and machine-readable values.

India-First Formatting

date Primary

DD MMM YYYY (example: 10 Feb 2026)

date Numeric

DD/MM/YYYY (example: 10/02/2026)

time

24-hour format with zone (example: 17:30 IST)

number Grouping

Indian system (example: 12,34,567)

currency

INR with symbol and grouping (example: INR 1,25,000 or Rs 1,25,000)

decimal Policy

Two decimal places for contractual and finance documents

Rules

Do not replace Hind with fallback unless rendering error is confirmed.

Use JetBrains Mono only for data and code-like values, not narrative body text.

Avoid all-caps body paragraphs.

Numeric tables must use tabular alignment and mono font.

Do / Don't

Data table typography

Use JetBrains Mono for invoice IDs and decimal values.

Use proportional text for table values needing alignment.

Mono alignment reduces interpretation errors.

Templates

Typographic spec note

Capture type decisions in one implementation-ready block.

When to use: Design and frontend handoff.

Context: <screen/doc>
Heading style: <Display/H2/H3>
Body style: <Body/Body Small>
Data style: <Data Mono where applicable>
Line length target: <55-72 chars>
Exceptions: <if any>

Guardrails

Document any exceptions with reason and approver.
Keep style count low to protect consistency.

Imagery

Use imagery as evidence and context, not decoration.

Imagery should support understanding of service environments, outcomes, and processes. Avoid abstract visuals that do not add operational meaning.

Rules

Prefer real operational scenes, interfaces, or context-rich photography.

Use images with clear rights and documented source attribution.

Avoid stereotypes and exaggerated success imagery.

When showing people, ensure role relevance and consent status.

Keep overlays minimal to preserve clarity.

Do / Don't

Proof imagery

Use dashboard excerpt with sensitive fields masked.

Use random handshake stock photo for service reliability claim.

Evidence-based visuals better support operational messaging.

Templates

Image caption standard

Ensure every published image contributes usable context.

When to use: Reports, decks, and website modules.

Image purpose: <what this image proves>
Source: <internal/client/licensed>
Date captured: <DD MMM YYYY>
Sensitivity check: <PII removed yes/no>
Caption: <single sentence with context>

Guardrails

Never publish imagery containing unapproved client identifiers.
If source is third-party, record license reference.

III

Communication

Voice, tone, claims discipline, and writing mechanics.

Voice & Tone

Write with calm authority, operational precision, and respectful directness.

Voice remains stable across channels: factual, accountable, and non-dramatic. Tone adjusts by context while preserving professionalism and legal safety.

Voice Traits

Calm

Clear under pressure, no emotional overstatement.

Sounds like

“We identified the gap and proposed a dated mitigation plan.”
“Current status is amber due to dependency delay.”
“The deadline was missed by two days. Here is our recovery plan.”

Avoid

Everything is brokenNo worries, all goodThis is a disasterDon't panic but...

Precise

Specific wording with dates, owners, and scope boundaries.

Sounds like

“Phase 1 closes on 18 Feb 2026 pending legal sign-off.”
“The migration affects 1,248 records in the customer database.”
“Response time target: 24 business hours.”

Avoid

SoonMaybeAs discussedASAPA few daysSometime next week

Accountable

Names owners and takes responsibility explicitly.

Sounds like

“Rahul (Ops Lead) owns the timeline adjustment.”
“We missed the deadline. Priya will send the revised schedule by 5 PM IST.”
“This delay is on our team. Updated ETA attached.”

Avoid

Someone will look into itIt should be readyThey said it was fineNot our fault

Respectful

Professional and culturally appropriate in all contexts.

Sounds like

“We appreciate the feedback and will incorporate it into revision 2.”
“Thank you for flagging this. We are addressing it now.”
“The requirement has changed. Here is our adjusted approach.”

Avoid

As I already mentionedObviouslyYou should haveThat's not what we agreed

Terminology Dictionary

Instead of	Use	Avoid	Notes
Guaranteed	Targeted / Committed (with SLA reference)	Guaranteed, Assured, Promised	Use 'guaranteed' only in legally reviewed contractual text.
Seamless	Structured / Managed / Coordinated	Seamless, Effortless, Zero-friction	Implies zero risk, which is never accurate.
Best-in-class	Competitive / Well-established	Best-in-class, Industry-leading, World-class	Comparative claims require documented evidence.
Always	Typically / In most cases / By default	Always, Never, Every time	Absolutes invite exceptions. Use qualified language.
Immediately	Within [X business hours] / By [date and time]	Immediately, Right away, Instantly	Specify response windows instead of implying instant action.
Partners	Clients / Customers / Stakeholders	Partners (when meaning clients)	Reserve 'partner' for formal partnership agreements.
Solution	Service / System / Approach / Implementation	Solution, Platform (unless accurate)	Be specific about what is actually delivered.
Leverage	Use / Apply / Build on	Leverage, Utilize, Synergize	Prefer simple verbs over corporate jargon.

Banned Phrases

“To be honest”

Implies prior dishonesty.

Use: Remove entirely or use 'In our assessment'.

“No problem”

Implies there could have been a problem.

Use: Use 'Certainly' or 'Of course'.

“Going forward”

Filler phrase with no information.

Use: Use 'From [date]' or 'Starting next week'.

“At the end of the day”

Cliché that weakens the point.

Use: State the conclusion directly.

“Per our last conversation”

Can sound passive-aggressive.

Use: Use 'As agreed on [date]' or 'Following our call'.

“Please be advised”

Overly formal and distancing.

Use: Use direct statement or 'Note that'.

“Kindly do the needful”

Outdated and unclear.

Use: Use 'Please [specific action]'.

“Circle back”

Corporate jargon.

Use: Use 'Follow up on [date]' or 'Discuss again'.

Rules

Name facts first, interpretations second.

Use plain language before domain jargon.

Avoid hype, absolutes, and emotional intensifiers.

Never imply legal or financial guarantees without contractual basis.

Write for skim-readers: front-load key information.

Match formality to audience: more formal for executives, conversational for peers.

Do / Don't

Escalation message

We are currently delayed by one business day due to pending client approval. Revised plan attached.

This delay is not our fault and should not be an issue.

Neutral, factual tone supports trust and accountability.

Meeting request

Can we schedule 30 minutes on Thursday to review the scope changes? Agenda attached.

We need to talk about some things. When are you free?

Specific ask with context respects the recipient's time.

Deadline communication

The report is due by 17:00 IST on 15 Feb 2026. Please confirm receipt.

Please send the report ASAP. Thanks!

Concrete deadline removes ambiguity.

Handling disagreement

We see the timeline differently. Here is our analysis and a proposed alternative.

That timeline doesn't work. You need to reconsider.

Collaborative language maintains relationship while addressing the issue.

Templates

Status update tone block

Maintain consistent communication quality in weekly updates.

When to use: Client weekly reports and internal dependency notes.

Status: <green/amber/red>
What changed: <fact>
Impact: <timeline/scope/cost>
Owner: <name>
Next action: <dated action>
Support needed: <specific ask or 'None'>

Guardrails

No blame wording.
Include one concrete next action.
Support needed field is never blank.

Apology structure

Acknowledge issues without over-apologizing.

When to use: When Vayasya has caused a delay or error.

We acknowledge <what happened>. This affected <impact>. We are <action taken>. The revised <timeline/deliverable> is <specific>.

Guardrails

One apology per message maximum.
Focus on resolution, not repeated regret.
Include owner and timeline for fix.

Claims Discipline

Classify every claim by evidence level before publication.

All claims must be classified as aspirational, directional, measured, or contractual. Claim class determines allowed wording, evidence needs, and approval path.

Claim Classification

aspirational

Pattern: We aim to... / Our intent is... / We strive to...

Evidence: Strategic intent note approved by leadership within last 12 months.

Prohibited: We always... / Guaranteed outcome... / We will definitely...

Review trigger: Any external publication or client-facing material.

directional

Pattern: We are improving... / We are working toward... / Our focus is on...

Evidence: Current initiative log with milestone dates and owner assignments.

Prohibited: Already achieved... / Market-leading performance... / Completed...

Review trigger: Investor, partner, or public channels.

measured

Pattern: In Q4 FY25, response time improved by 18%... / Based on 1,248 tickets...

Evidence: Documented baseline, measurement method, sample size, and date range.

Prohibited: Improved significantly... / Much better... / Dramatically increased...

Review trigger: Any KPI claim in client or public material.

contractual

Pattern: As per MSA clause 4.2, first response SLA is 24 business hours.

Evidence: Signed contract reference and legal-reviewed clause text.

Prohibited: Contract-level commitment without clause citation.

Review trigger: Proposal, SoW, MSA, and legal notices.

Evidence Requirements

Aspirational

Expires: 365d

Forward-looking intent without commitment.

Valid

• Board-approved strategic direction document
• Leadership team meeting notes with dated decision
• Annual planning document with stated goals

Invalid

• Verbal discussion without documentation
• Individual opinion or preference
• Draft strategy not yet approved

Directional

Expires: 90d

Active work in progress with visible momentum.

Valid

• Project plan with assigned owner and milestones
• Sprint board showing active work items
• Initiative tracker with status updates within 30 days

Invalid

• Planned but not started initiative
• Completed project (use measured instead)
• Initiative on hold or paused

Measured

Expires: 90d

Quantified result with documented methodology.

Valid

• Analytics report with date range and methodology
• Survey results with sample size and collection period
• Performance dashboard export with baseline comparison

Invalid

• Anecdotal improvement without numbers
• Estimated or projected figures
• Data older than 90 days without refresh

Contractual

Legally binding commitment with enforcement.

Valid

• Signed MSA, SoW, or NDA with specific clause reference
• Legal-reviewed commitment language
• Amendment or addendum with dated signatures

Invalid

• Email agreement without contract
• Verbal commitment
• Draft contract not yet executed

Legal-Safe Patterns

Use: subject to scope, data quality, and signed agreement.

Use: target, estimate, expected, based on current inputs.

Use: as defined in the executed contract.

Use: based on data from [date range].

Use: in our experience, typically...

Avoid: guaranteed, assured, fail-proof, no-risk.

Avoid: always, never, 100%, all cases.

Avoid: best, leading, superior (without cited evidence).

Rules

Every external claim must include a claim class tag in draft review.

Measured claims require timestamped source data and owner sign-off.

Contractual claims require legal-approved wording; no paraphrasing.

If evidence is missing, downgrade claim class or remove claim.

Evidence older than 90 days must be refreshed before publication.

Comparative claims (better than, faster than) always require measured evidence.

Do / Don't

Measured claim

Average ticket closure time reduced from 26 to 21 hours between Oct-Dec 2025 across 1,248 tickets.

Ticket closure is now much faster.

Measured claim must include baseline, value, period, and sample.

Contractual language

Payment terms are as stated in Section 7 of the signed agreement.

Payment terms are flexible and can be adjusted anytime.

Contract terms must align exactly with signed documentation.

Aspirational statement

We are building toward 24/7 support availability as a strategic priority.

We offer 24/7 support.

Aspirational intent is different from delivered capability.

Directional update

Our team is implementing automated monitoring, targeted for Q2 2026 completion.

We have advanced monitoring capabilities.

Work in progress is not a delivered feature.

Templates

Claim review worksheet

Validate each claim before release.

When to use: Proposals, website updates, decks, and press mentions.

Claim text: <statement>
Claim class: <aspirational/directional/measured/contractual>
Evidence source: <file/link>
Evidence owner: <name>
Last verified: <DD MMM YYYY>
Expiration: <date when refresh needed>
Approver: <role/name>
Release channel: <doc/web/email>

Guardrails

No empty evidence field for measured or contractual claims.
If verification is older than 90 days, revalidate before release.
Keep evidence file linked, not embedded.

Evidence refresh request

Request updated data for stale claims.

When to use: When claim evidence is approaching 90-day expiration.

Original claim: <statement>
Evidence last updated: <DD MMM YYYY>
Data owner: <name>
Refresh deadline: <DD MMM YYYY>
New data required: <specific metrics/sources>

Guardrails

Request at least 10 business days before publication.
If data is unavailable, downgrade claim class.

Writing Mechanics

Standardize writing structure, punctuation, and formatting for operational clarity.

Writing mechanics are shared controls to reduce ambiguity. Follow this section for sentence length, punctuation, capitalization, and India-first formatting conventions.

Use one idea per sentence for procedural instructions.

Reduces execution errors during handoffs.

Step 1: Validate KYC documents.Step 2: Send confirmation by 17:30 IST.

Prefer bullets for conditions and exceptions.

Improves scan speed during legal and operations review.

Condition A: Data received before cutoff.Exception: National holiday calendar applies.

Use India-first standards: DD MMM YYYY, 24-hour IST, Indian number grouping.

Prevents date and number interpretation errors.

10 Feb 202617:30 ISTINR 1,25,000

Rules

Target 55-72 characters per line for body copy where layout allows.

Limit paragraphs to 3-4 sentences unless legal clause requires length.

Use serial commas in multi-item legal or technical lists.

Spell out first mention of abbreviations followed by acronym in parentheses.

Do / Don't

Date format

Review meeting scheduled on 10 Feb 2026 at 14:00 IST.

Review meeting on 2/10/26 at 2 PM.

India-first date and 24-hour time reduce locale confusion.

Templates

Instruction block

Provide procedural instruction without ambiguity.

When to use: Runbooks, SOPs, and execution notes.

Objective: <one sentence>
Scope: <who/what is included>
Preconditions: <list>
Steps: <numbered actions>
Output: <expected result>
Escalation: <owner and contact>

Guardrails

Each step starts with an action verb.
Include one explicit output statement.

Application

Documents, presentations, email, meetings, and quality gates.

Documents

Apply one structure for briefs, proposals, SOPs, and policy documents.

All formal documents should be easy to review, approve, and audit. Structure must prioritize decision-making and traceability.

Rules

Start with purpose, scope, owner, and version metadata.

Include assumptions, dependencies, and exclusions in a dedicated section.

Use revision table for every substantive change.

Separate factual statements from recommendations.

Reference contract clauses explicitly when applicable.

Do / Don't

Scope statement

In scope: onboarding workflow setup for Region A. Out of scope: legacy system migration.

We will support onboarding and related tasks as needed.

Explicit boundaries reduce downstream disputes.

Templates

Document skeleton

Provide a standard structure for all operational documents.

When to use: Any formal internal or client-shared document.

Title
Owner
Version
Date
1. Purpose
2. Scope
3. Assumptions
4. Deliverables
5. Timeline
6. Risks and mitigations
7. Approvals
8. Revision history

Guardrails

Version and date are mandatory.
Do not remove risk section even if no major risk is identified.

Presentations

Create slide narratives that are evidence-led and decision-oriented.

Presentation content must be readable in live meetings and self-explanatory when forwarded asynchronously. Slides should show context, evidence, and decisions required.

Rules

One key message per slide with a specific headline.

Use data labels and date ranges for every chart.

Annotate assumptions directly below forecast visuals.

Use status markers consistently: green, amber, red.

Close with explicit decisions needed and owners.

Do / Don't

Chart headline

Ticket backlog reduced 12% from Jan to Feb 2026 after triage revision.

Operational dashboard update.

Descriptive headlines improve comprehension and action.

Templates

Decision slide

Present options and request a clear decision in review meetings.

When to use: Steering committees, client reviews, and internal governance.

Decision required: <statement>
Context: <2 lines>
Option A: <cost, timeline, risk>
Option B: <cost, timeline, risk>
Recommendation: <A/B with reason>
Decision owner: <name>
Decision date: <DD MMM YYYY>

Guardrails

Limit to two or three options.
State recommendation and owner explicitly.

Email

Use concise, legally safe, and action-oriented email structure.

Email is a formal record. Messages must communicate status, required action, and constraints without implied commitments beyond approved scope.

Legal-Safe Email Patterns

Use: based on current information available as of <date>.

Use: subject to signed scope and mutually agreed change control.

Use: estimated timeline, pending dependency confirmation.

Avoid: guaranteed completion, zero risk, fully assured.

Rules

Subject line must include action and timeline.

First two lines should state current status and required response.

List dependencies and consequences for missed deadlines.

Use explicit approvals language for scope, budget, and legal changes.

End with owner, next checkpoint date, and contact route.

Do / Don't

Commitment phrasing

We target delivery by 18 Feb 2026, subject to receiving approved data schema by 14 Feb 2026.

Delivery is guaranteed by 18 Feb no matter what.

Conditional phrasing aligns expectations with real dependencies.

Templates

Client update email

Standard weekly or milestone client communication.

When to use: Client delivery updates and risk escalations.

Subject: Action required by <DD MMM YYYY> - <topic>
Hello <name>,
Current status: <green/amber/red and one-line summary>.
What changed: <facts with dates>.
Dependency: <who/what is pending>.
Required action: <specific ask and due date>.
Risk if delayed: <scope/timeline/cost impact>.
Next checkpoint: <DD MMM YYYY, time IST>.
Regards,
<owner name and role>

Guardrails

Do not omit required action when dependency exists.
Use only approved claim classes in performance statements.

Meetings

Run meetings with pre-read, clear decisions, and documented owners.

Meeting quality determines execution speed. Every meeting should produce clear outcomes, owners, and dated follow-ups.

Meeting Standards

Weekly delivery review

45 min • engagement manager

Inputs: status dashboard, risk log, open dependencies

Outputs: updated status, owner actions, next checkpoint

Scope change review

30 min • account lead

Inputs: change request, impact assessment, contract references

Outputs: approve/reject/defer decision, commercial impact note

Rules

Share agenda and pre-read at least 24 hours in advance.

Begin with objective and expected decision.

Capture decision log live with owner and due date.

Close with readback of decisions and unresolved items.

Do / Don't

Meeting closure

Decision: approve revised milestone plan. Owner: Priya. Due date: 12 Feb 2026.

We discussed many options and will continue later.

Clear closure prevents execution drift.

Templates

Meeting minute format

Capture outcomes in a searchable and auditable format.

When to use: All formal client and internal decision meetings.

Meeting: <name>
Date and time: <DD MMM YYYY, HH:MM IST>
Attendees: <names>
Agenda: <bullets>
Decisions: <numbered list>
Actions: <owner, task, due date>
Risks: <new/updated>
Next meeting: <date>

Guardrails

Publish minutes within one business day.
Do not record off-the-record statements in formal minutes.

Pre-Send Checklist

Use a mandatory gate before sending any external brand communication.

Before any external send, run this checklist to reduce factual, legal, and brand consistency errors.

Complete all checks before sending external communication.

Identity and formatting

Correct vertical name used consistently.
Logo asset is original and unrecolored.
Typography follows Hind and JetBrains Mono rules.

Pass: All identity controls are verified by sender.

Claims and legal

Every claim tagged with claim class.
Measured claims have current evidence.
Contractual terms match signed agreement wording.

Pass: No unsupported claim remains in final draft.

Operational readiness

Required action and owner are explicit.
Dependencies and deadlines are stated.
Next checkpoint date and time are included.

Pass: Recipient can act without clarification call.

Rules

Checklist completion is mandatory for client-facing deliverables.

Any failed item requires correction before release.

Store checklist evidence with final artifact version.

Do / Don't

Release decision

Hold send until measured claim evidence is attached.

Send now and attach proof later.

Post-send corrections reduce credibility and may create legal risk.

Templates

Pre-send sign-off

Record final quality gate before publication.

When to use: Any email, proposal, deck, or web copy sent externally.

Artifact: <name>
Version: <vX.Y>
Sender: <name>
Checklist pass: <yes/no>
Exceptions: <none or details>
Approver (if required): <name>
Timestamp: <DD MMM YYYY HH:MM IST>

Guardrails

No blank fields in final sign-off block.
If exception exists, include approval reference.

Appendix

Governance, templates, FAQ, changelog, and version information.

Governance & Approvals

Use defined approval paths with SLAs for all critical brand artifacts.

Governance ensures consistency and risk control. Approval requirements depend on artifact type, claim class, and channel exposure.

Artifact	Approver	Criteria	SLA	Escalation
Website core brand copy	Brand lead	• Token compliance • Voice and tone compliance • Claim class tagging complete	3d	Escalate to head of vertical if SLA is missed.
Proposal with measured or contractual claims	Brand lead + legal reviewer	• Evidence linked • Contract alignment • No prohibited language	2d	Escalate to business head and legal operations.
Public-facing leadership presentation	Brand lead + business head	• Positioning consistency • Data timestamp present • No unsupported comparative claims	4d	Escalate to parent communications office.

Rules

No external release before required approvals are recorded.

Re-approval is required if claim text or legal language changes.

Expired evidence (older than 90 days) triggers fresh validation.

Templates

Approval request

Submit artifact for review with complete context.

When to use: Any item requiring governance sign-off.

Artifact: <name and link>
Channel: <email/web/deck/doc>
Claim classes present: <list>
Requested approver: <role>
Deadline: <DD MMM YYYY>
Risk note: <if urgent or high impact>

Guardrails

Attach evidence references in same request.
Include latest version identifier.

Templates & Downloadables

Use approved templates to reduce drafting time and compliance variance.

Templates are pre-approved operating assets. Teams should start from these formats instead of drafting from scratch for routine artifacts.

Download access is controlled by the Brand Office.

Use the template specifications below and request latest approved files through the governance workflow before external release.

Rules

Always duplicate the latest template version before editing.

Do not remove mandatory sections from approved templates.

If template edits are needed, submit governance request before reuse.

Do / Don't

Template modification

Request update to add a new compliance section and publish v1.3.

Quietly delete mandatory risk table for convenience.

Untracked changes break standardization and auditability.

Templates

Proposal template

Standard proposal structure with claim and legal controls.

When to use: Commercial proposals and renewal offers.

Sections: Executive summary, scope, timeline, pricing, assumptions, risks, claim evidence, approvals, annexures.

Guardrails

Measured claims require evidence annexure.
Contractual terms must reference executed legal terms.

Weekly status template

Consistent reporting across engagements.

When to use: Weekly reporting to clients and leadership.

Status summary, completed work, upcoming work, risks, dependencies, decisions required, owner matrix.

Guardrails

Use dated facts only.
Include decisions required section even if empty.

Escalation template

Neutral and traceable escalation communication.

When to use: Timeline, scope, budget, or compliance risk escalations.

Issue, impact, evidence, mitigation options, recommendation, decision needed by, owner.

Guardrails

No blame wording.
State one actionable recommendation.

FAQ / Edge Cases

Resolve common exceptions without breaking brand or compliance controls.

This section covers edge-case decisions that frequently cause inconsistency. If an issue is not listed, escalate to governance before publishing.

Can we combine two vertical accents in one one-pager?

Only when the one-pager represents a formally joint offering and both vertical owners approve in writing.

Can we use guarantee language in a sales deck?

No. Use guarantee language only if legal confirms contractual basis and exact clause mapping.

Can we shorten dates to numeric format in quick updates?

Yes, use DD/MM/YYYY and keep 24-hour time with IST for clarity.

Can we resize the lockup so vertical name is equal to Vayasya?

No. Lockup hierarchy is fixed and must preserve parent prominence.

Rules

When in doubt, default to stricter compliance-safe wording.

Document the edge-case decision and owner in the revision log.

Escalate unresolved edge cases before external release.

Do / Don't

Unlisted exception

Raise governance ticket before publishing non-standard claim format.

Publish first and ask for retroactive approval.

Pre-approval avoids legal and reputational risk.

Changelog

Version history and change records for this handbook.

Every change to the brand handbook is recorded here. Major versions indicate policy or framework changes. Minor versions indicate wording refinements.

v2.0.011 Feb 2026

Major restructure: added identity foundations, brand architecture, and changelog. Renumbered all sections.

addedSection 01 Overview — handbook usage guide and quick-reference links
addedSection 02 Identity — what Vayasya is, anti-brand rules, merged from philosophy and positioning
addedSection 03 Brand Architecture — master brand vs verticals, naming and accent rules
addedSection 20 Changelog — version history
removedPhilosophy and Positioning as standalone sections (content absorbed into Identity)
changedAll sections renumbered to accommodate new additions
changedPage title updated from Vayasya Seva to Vayasya Brand Handbook
fixedLogo file paths corrected in data files
fixedFooter contact email updated to brand office inbox
changedTemplates, legal patterns, and approval criteria now rendered in UI

v1.0.010 Feb 2026

Initial release of the Vayasya brand handbook.

added19 sections covering philosophy, visual system, communication, application, and appendix
addedInteractive color swatches, type specimen, logo previews
addedClaims discipline framework with evidence tiers
addedPre-send checklist and governance approval matrix