These guidelines protect the integrity of the Jitin Malhotra and Bernardine Ltd brand. Anyone using the brand must follow them.
1. Purpose
The brand represents discipline, clarity, and quality. Consistent use builds trust. These guidelines apply to all staff, coaches, licensees, and partners using the name, marks, or assets.
2. Name and Marks
- Write the name as Jitin Malhotra and the company as Bernardine Ltd — never abbreviated incorrectly.
- The monogram is "JM" in the approved gold on dark.
- Reference the method as "The Malhotra Method".
3. Colour Palette
| Role | Colour | Hex |
|---|---|---|
| Primary background | Black | #0a0a0a |
| Surface | Charcoal | #1a1a1a |
| Accent | Gold | #c9a96e |
| Accent (light) | Gold light | #dfc398 |
| Text on dark | Cream | #f5f0e8 |
4. Typography
- Display / headings: Playfair Display.
- Body: Inter.
- Accent / quotes: Cormorant Garamond (italic).
5. Tone of Voice
Calm, confident, precise. We speak in clear, declarative sentences. We never shout, hype, or over-promise. The voice reflects the discipline of the work: think clearly, execute relentlessly, build systems, scale patiently.
6. Logo Do's and Don'ts
- Do keep clear space around the monogram and use approved colours.
- Don't stretch, recolour, rotate, add effects, or place the mark on a busy background.
7. Approvals and Misuse
Any external use of the brand requires prior written approval and, for third parties, a valid Licensing Agreement. Unauthorised or off-brand use may result in withdrawal of rights.