FSWS Brand
Field Guide
A practical guide for communicating the FSWS brand with precision, clarity, and audit-readiness—in documents, presentations, meetings, and every point of contact.
Why This Guide Exists
In regulated environments, trust is currency. Sloppy documents signal sloppy operations. This guide ensures every communication—from emails to tenders—reads as one unified organization.
What This Means For You
Every time you communicate on behalf of FSWS—whether in a proposal, an email, a meeting, or a phone call—you represent a company built on:
Intercept early. Control streams. Reduce downstream risk. We don't wait for problems to arrive—we prevent them at origin.
Documented, auditable handling and reporting. Every action has a paper trail. Every claim can be proven.
Recovery pathway over disposal-first shortcuts. We prioritize returning materials to productive use.
Before sending anything, ask: "Would this hold up in an audit?" and "Would an engineer respect this?"
Positioning Statement
This is who we are. Use this language verbatim when you need to describe FSWS.
FSWS is the compliance-led waste solutions partner for industrial operations—built for traceability, controlled processing, and circular outcomes.
Every material movement documented. Every weight recorded. Complete chain of custody.
We protect clients from regulatory exposure through rigorous documentation and proper handling.
Problems solved at origin, not downstream. Segregation at source. Early intervention.
How to Introduce FSWS in Different Contexts
Operating Pillars
These three pillars guide every decision. Reference them when explaining our approach to clients, partners, and colleagues.
Source Responsibility
Intercept early. Control streams. Reduce downstream risk.
"We intervene at the source—proper segregation, early collection, controlled handling from day one."
Compliance-First
Documented, auditable handling and reporting.
"Every pickup, every weight, every destination—fully documented and audit-ready."
Circular Outcomes
Recovery pathway over disposal-first shortcuts.
"We prioritize recovery—returning materials to productive use rather than defaulting to disposal."
Logo Usage
The logo is our primary identifier. Protect it. Don't modify it. Follow these rules precisely.
Logo Usage
The logo is our primary identifier. Protect it. Don't modify it. Follow these rules precisely.
Clear Space
Always maintain a clear margin equal to ¼ of the inner circle diameter on all sides of the logo.
File Formats
Always use vector files (SVG) for print and web. Request files from Corporate Communications if needed.
Logo Do's and Don'ts
- • Use on white or Mint White backgrounds
- • Use SVG format for print and web
- • Keep proportions and stroke appearance intact
- • On photos: use a semi-transparent backing panel (90–95% opacity)
- • Stretch, rotate, or crop the logo
- • Add shadows, gradients, or bevels
- • Recolor internal elements independently
- • Outline the logo or change stroke weights
- • Place on busy backgrounds without backing panel
When communicating "Compliance Shield" as a concept, avoid literal shield icons. Instead, use metaphors of layers, barriers, wrappers, or enclosed loops.
Color Palette
Use color for control, status, and clarity—never decoration. Follow the 60/30/10 rule.
The 60/30/10 Distribution
This ratio creates visual balance and prevents overwhelming the reader.
Brand Core — Forest Greens
These are our primary brand colors. Use them for headers, buttons, key panels.
Neutrals & Surfaces
These form the majority of your layouts. Mint tints are default; white for cards and emphasis.
Accents (Use Sparingly — 10%)
Reserve for charts, data visualization, and secondary highlights.
Status Colors
These must remain consistent across all documents. Think traffic-light logic.
Do not use bright, neon, or "eco" greens (like #00FF00 or lime). These read as consumer/startup and undermine our industrial credibility. Stick to the forest tones specified above.
Typography System
Type is a control surface: choose fonts that imply accuracy and professionalism. We use exactly three fonts.
Use for all body copy, headings, UI elements, captions, and general communication.
Reserved for mission statements, vision, CEO letters, and executive narrative only.
Use for IDs, manifest numbers, weights, dates, measurements, and anywhere precision is implied.
Type Hierarchy Examples
When to Use Each Font
- Email body text
- Document headers
- Presentation slides
- Report narratives
- Proposal content
- All UI and labels
- Mission statement
- Vision statement
- CEO/leadership letters
- Annual report quotes
- Never for tables
- Never for labels
- Reference numbers
- Manifest IDs
- Weights & measurements
- Dates & timestamps
- File names
- Code & technical specs
Using fonts outside this system (Arial, Calibri, Times New Roman, etc.) signals consumer/startup and breaks brand consistency. If you need a font not listed, contact Corporate Communications.
Install this single package on Windows/Mac/Linux to keep documents and presentations brand-accurate.
Imagery & Iconography
Apply the engineer's filter: "Would an engineer respect this image?" If it feels like marketing fluff, don't use it.
- Operations: Segregation, baling, storage, yard operations
- Safety: PPE, signage, documented handling procedures
- Documentation: Weighing, audit trails, manifests, records
- Logistics: Industrial vehicles, site teams, transport
- Process: Material flow, recovery pathways, processing
- Generic eco: Hands holding plants, seedlings, generic green stock
- Landscapes: Unrelated "perfect nature" visuals
- Shock imagery: Extreme pollution photos (creates defensiveness)
- Cute eco: Cartoons, mascots, child-like illustrations
- Stock clichés: Handshakes, light bulbs, gears, globes
Icon Style
- Outline icons only (no filled)
- Rounded stroke ends
- Consistent stroke width throughout
- Functional symbols only
- • Process flow arrows
- • Document / clipboard
- • Weight scale
- • Route / pathway
- • Checkmark / verification
Voice & Tone
Precision is safety. Our writing must read as process + evidence, never as marketing.
Clear
No jargon without explanation. No ambiguity. Say exactly what you mean.
Measured
Calm, professional, never hyperbolic. Let facts speak.
Evidence-Led
Every statement backed by data, process, or documentation.
Compliance-Aware
We know the rules. We follow them. We document it.
Voice in Practice
"During Q2 FY2025, FSWS collected 847 MT of segregated industrial waste from the Pune facility. Material was processed within 72 hours of collection and directed to approved recovery channels."
"FSWS is revolutionizing the waste management industry with our world-class eco-friendly solutions that are helping save the planet for future generations!"
"Our documentation system tracks material from collection point through final destination, providing complete chain of custody records."
"We offer best-in-class tracking with our amazing proprietary technology that sets new industry standards!"
Claims Discipline
If it cannot be evidenced, it does not ship. This is our anti-greenwash protocol.
Language Guide
- Controlled utilization pathway
vs "recycled" - Segregation and traceability
vs "sustainable handling" - Documentation-ready compliance
vs "we follow rules" - Circular recovery / recovery pathway
vs "eco-friendly disposal" - Responsible processing and end-use
vs "green solutions"
- "100% eco-friendly"
Cannot be proven or scoped - "Zero waste"
Unless audited, scoped, and documented - "Pollution-free"
Absolute claims cannot be guaranteed - Vague superlatives
"best," "amazing," "world-class," "revolutionary" - "Green," "Eco," "Planet-saving"
Marketing language without substance
Claims like "zero waste" or "100% recycled" can only be used if: (1) the scope is defined (site, period, stream), (2) it has been independently audited, and (3) documentation is available. When in doubt, soften to "recovery pathway" or "documented compliance."
Writing Mechanics
Consistent mechanics signal professionalism. Follow these rules exactly.
Prefer accountable statements. Active voice shows who did what.
Metric only. Space between number and unit. Spell 0–9; digits for 10+.
Job titles capitalized only before names. Waste streams lowercase.
The hazardous waste was segregated properly.
The Hazardous Waste was segregated...
Use consistent date formats. Reference numbers in mono font.
FY 2025–26 Q2
Ref: FSWS_MNF_00847
Q2 FY25-26, 2nd Quarter
Reference number 847
File Naming Convention
- FSWS_2025-12_ProposalTemplate_v3
- FSWS_2025-12_ComplianceReport_Q2_v1
- FSWS_2025-12_ClientPresentation_Tata_v2
- FSWS_ — Always start with company prefix
- YYYY-MM_ — Year and month created
- DocumentName_ — Clear, descriptive name
- vX — Version number
Word Documents & Reports
Templates are safety rails. Make compliance the default.
Contact Details
Date: 15 December 2025
Reference: FSWS/2025-26/PROP/00123
To: [Recipient Name and Address]
Subject: [Clear, Specific Subject Line]
Dear [Name],
[Opening paragraph: state purpose clearly]
[Body: present information with evidence]
[Closing: clear next steps or call to action]
Regards,
[Your Name]
[Title]
FirstSources Waste Solutions Pvt Ltd
Report Tables
Tables should use mono font for data, aligned numbers, and consistent units.
| Waste Stream | Collected (MT) | Processed (MT) | End Pathway | Status |
|---|---|---|---|---|
| Metal scrap | 324.5 | 324.5 | Authorized recycler | Complete |
| Plastic waste | 156.2 | 148.8 | Granulation unit | In progress |
| Hazardous (Cat A) | 42.0 | 42.0 | TSDF facility | Complete |
| Total | 522.7 | 515.3 |
- • Right-align all numbers for easy comparison
- • Use mono font (JetBrains Mono) for data values
- • Include units in header, not in each cell
- • Use status colors consistently (green = complete, blue = progress, etc.)
Presentations
Proposals and tenders follow an evidence-first flow. Lead with process clarity, not inspiration.
Slide Structure
Content Slides
- • Lead with data, not inspiration
- • One key message per slide
- • Use brand colors consistently
- • Include reference numbers
- • Cite evidence sources
- • Use stock photo backgrounds
- • Add animations or transitions
- • Include inspirational quotes
- • Use bullet-heavy text slides
- • Make unscoped claims
Email Communication
Short subject. Clear ask. One action per paragraph. Attach evidence.
- Action required: Waste pickup approval – Pune Site, 18 Dec
- For review: Q2 Compliance Report – Mumbai Facility
- Confirmation: Manifest FSWS_MNF_00847 received
1. What we need:
Approval for pickup schedule.
2. Evidence attached:
Manifest draft + weight estimate.
3. Decision needed by:
17 December 2025, 5:00 PM IST
Email Signature
Do not add inspirational quotes, slogans, or taglines to email signatures. Keep it professional and factual.
Email Examples
Subject: Action required: December pickup schedule – Pune Site
Dear Mr. Patel,
Please review and approve the December pickup schedule for your facility. Key details:
• Proposed dates: 18, 22, 26 December • Estimated volume: 45 MT (mixed industrial) • Manifest draft attached
Please confirm by 16 December so we can finalize logistics.
Regards, Priya Sharma
Subject: Pickup stuff
Hi!
Hope you're doing great! 😊 Just wanted to touch base about the pickup thing we discussed. Can you let me know when works for you? We're super flexible and committed to providing world-class eco-friendly solutions!
Thanks a bunch!
Best, Priya "Save the planet, one day at a time" 🌍
Meetings & Verbal Communication
The brand voice extends to how you speak. Be clear, measured, and evidence-led in every conversation.
Before You Speak, Ask:
- • Can I back this up with documentation?
- • Is this claim scoped (site, period, stream)?
- • Am I being specific, not vague?
- • Would this sound right in an audit?
Avoid Saying:
- • We're the best in the industry
- • 100% eco-friendly
- • Zero waste guaranteed
- • We can handle anything
Scripted Responses for Common Questions
Pre-Send Checklist
Use this before sending any external communication. A document is compliant when its structure makes evidence easy to find.
Brand Governance & Support
For template requests, approvals, or edge-case compliance language, contact Corporate Communications.