Brand guide line BV Securities

HÖÔÙNG DAÃN SÖÛ DUÏNG VAØ QUAÛN LYÙ THÖÔNG HIEÄU
COÂNG TY CP CHÖÙNG KHOAÙN BAŒO VIEÄT
BRAND BOOK

MUÏC LUÏC / TABLE OF CONTENTS

Phaàn 1: Giôùi thieäu thöông hieäu Baûo Vieät 4
Cuoán höôùng daãn söû duïng vaø quaûn lyù thöông
hieäu naøy nhaèm muïc ñích giaœi thích dieän maïo - Ñònh höôùng thöông hieäu BaûoVieät: Naâng cao cuoäc soáng 6
vaø caœm nhaän veà thöông hieäu Baœo Vieät, trong
- Trieån khai ñònh höôùng thöông hieäu Baûo Vieät 8
ñoù moâ taœ ñaày ñuœ caùc yeáu toá coát loõi taïo neân
hình aœnh cuœa Baœo Vieät, cuøng vôùi caùc nguyeân - Giaù trò coát loõi 10
taéc cô baœn, nhöõng yeáu toá ñuùng, sai, caùc ví duï
- Tính caùch thöông hieäu Baûo Vieät 12
thöïc tieãn ñeå ngöôøi ñoïc tieän theo doõi. Taøi lieäu
naøy daønh cho moïi ngöôøi thuoäc Baœo Vieät, ñaëc - Logo hieän nay cuûa Baûo Vieät 14
bieät laø nhöõng ngöôøi söœ duïng thương hieäu Baœo
- Baûn saéc thöông hieäu môùi Baûo Vieät 16
Vieät vaøo muïc ñích truyeàn thoâng.
- Logo thöông hieäu 18
- Caáu truùc cuûa logo 20
- Khoaûng caùch quy ñònh cuûa logo 30
- Kích thöôùc toái thieåu 34
- Caùc tröôøng hôïp söû duïng logo sai 35
- Maøu saéc daáu hieäu ñaëc tröng 36
- Kieåu chöõ ñaëc tröng 43
- Kieåu chöõ phuï trôï 45
Phaàn 2: ÖÙng duïng thöông hieäu Baûo Vieät 46

HÖÔÙNG DAÃN SÖÛ DUÏNG VAØ QUAÛN LYÙ THÖÔNG HIEÄU / BRAND BOOK 2

MUÏC LUÏC / TABLE OF CONTENTS

Part 1: Introducing the BaoViet brand 5
These guidelines aim to explain the look and
feel of BAOVIET. They describe the toolkit of - BaoViet brand direction: enhancing lives 7
basic elements which make up our visual
- Implementation of baoviet brand direction 9
identity together with the basic principles, the
do’s and don’ts and practical examples for - The core values 11
you to follow. These guidelines are for use by
anyone in BAOVIET and specifically those who
- BaoViet brand personality 13
brief, create or manage the production of - Current BaoViet logo 15
communication materials.
- BaoViet brand identity 17
- Logo 18
- Logo architecture 20
- Logo clear space 30
- Minimum size 34
- Incorrect logo usage 35
- Logo colour 36
- Corporate typography 43
- Secondary typography 45
Part 2: Applications 46


Kính chaøo quyù vò,

Thöông hieäu Baûo Vieät coù moät beà daày lòch söû Noäi dung cuûa Cuoán höôùng daãn naøy chæ roõ
vôùi 45 naêm hình thaønh vaø phaùt trieån. Thöông caùch söû duïng logo, bieåu maãu, thieát keá, nhöõng
hieäu Baûo Vieät luoân nhaän ñöôïc söï ghi nhaän, gì neân laøm vaø khoâng neân laøm trong quaù trình
ñaùnh giaù cao cuûa caùc toå chöùc vaø caù nhaân öùng duïng thöông hieäu Baûo Vieät. Do ñoù tröôùc
trong vaø ngoaøi nöôùc. Keát quaû naøy theå hieän söï khi thöïc hieän baát cöù hoaït ñoäng truyeàn thoâng
ñoùng goùp lôùn lao vaø tích cöïc cuûa taát caû caùc naøo coù söû duïng thöông hieäu Baûo Vieät, chuùng
ñôn vò thaønh vieân, caùc caùn boä Baûo Vieät. ta caàn tuaân thuû caùc quy ñònh trong Cuoán
höôùng daãn söû duïng vaø quaûn lyù thöông hieäu
Sau khi thöïc hieän thaønh coâng coå phaàn hoùa vaø
OÂng Leâ Quang Bình Baø Nguyeãn Thò Phuùc Laâm Baûo Vieät. Taïi Baûo Vieät, chuùng ta chính laø
thaønh laäp Taäp ñoaøn Taøi chính - Baûo hieåm Baûo
Chuû tòch Hoäi ñoàng Quaûn trò Toång Giaùm ñoác nhöõng ñaïi söù thöông hieäu vôùi vai troø truyeàn taûi
Vieät, Taäp ñoaøn Baûo Vieät ñaõ phoái hôïp cuøng
Taäp ñoaøn Baûo Vieät thoáng nhaát veà thöông hieäu Baûo Vieät cho caùc
Taäp ñoaøn Baûo Vieät caùc ñôn vò thaønh vieân thöïc hieän chieán löôïc
khaùch haøng, nhaân vieân vaø coå ñoâng moät caùch
phaùt trieån thöông hieäu cuûa Taäp ñoaøn thoâng
thích hôïp. Ñieàu naøy seõ goùp phaàn vaøo vieäc xaây
qua vieäc trieån khai “Döï aùn ñaùnh giaù thöông
döïng thöông hieäu Baûo Vieät trôû thaønh thöông
hieäu vaø xaây döïng chieán löôïc quaûn lyù thöông
hieäu ñöôïc yeâu meán nhaát.
hieäu Baûo Vieät”. Muïc ñích cuûa Döï aùn nhaèm
ñaùnh giaù lòch söû, quaù trình phaùt trieån vaø taâm lyù Cuoán höôùng daãn naøy coù caáu truùc roõ raøng, cuï
khaùch haøng ñoái vôùi thöông hieäu Baûo Vieät, qua theå goàm 2 phaàn:
ñoù xaây döïng chieán löôïc thoáng nhaát quaûn lyù vaø
• Phaàn 1: giôùi thieäu thöông hieäu Baûo Vieät
söû duïng hình aûnh thöông hieäu Baûo Vieät.
• Phaàn 2: öùng duïng cuûa thöông hieäu Baûo Vieät
Ñeán nay Döï aùn ñaõ hoaøn thaønh vaø chuùng toâi
Chuùng toâi hy voïng raèng, cuoán höôùng daãn söû
haân haïnh giôùi thieäu ñeán Quyù vò “Cuoán höôùng
duïng vaø quaûn lyù thöông hieäu seõ ñoùng vai troø
daãn söû duïng vaø quaûn lyù thöông hieäu Baûo
quan troïng trong vieäc taäp hôïp vaø phaùt huy
Vieät”. Muïc ñích cuûa Cuoán höôùng daãn naøy
naêng löïc cuûa caùc ñôn vò trong vieäc xaây
nhaèm xaây döïng tieâu chuaån chung vaø ñaûm
döïng thöông hieäu Baûo Vieät ngaøy caøng phaùt
baûo söï thoáng nhaát xuyeân suoát trong moïi hoaït
trieån vöõng maïnh, xöùng ñaùng vôùi loøng tin yeâu
ñoäng truyeàn thoâng, töø phöùc taïp nhö quaûng
cuûa khaùch haøng.
caùo baùo chí cho ñeán ñôn giaûn nhö vaên phoøng

GIÔÙI THIEÄU
phaåm cho thöông hieäu Baûo Vieät.
Traân troïng


Dear Colleagues,

Since it’s inception 45 years ago, Bao Viet This Brand Book is the guideline on how to
has come a long way. This impressive use the logo, templates and layouts, plus
success story has been made possible with do’s and don’ts which help you develop
the collective contribution of each and every communication materials. Hence this Brand
employee including our subsidiaries. This Book should be used as the very first point of
excellent work has gained recognition for our reference for any communication you
individuals and organizations at both local produce on behalf of BAOVIET. We at
and international levels. BAOVIET have always been the most
Mr. Le Quang Binh Mdm. Nguyen Thi Phuc Lam important ambassadors of the BAOVIET
Having become a joint stock company and
Chairman of Board of Directors Chief Executive Officer brand, therefore it is important that we
with the establishment of the BaoViet
BAOVIET Holdings consistently communicate our brand in a
BAOVIET Holdings Finance – Insurance group, now more than
way which is relevant to our customers, our
ever the need has arisen to manage our
staff and all other stakeholders; as we move
public image. In order to create a strategic
from a well-known and well-respected brand
brand and maintain the BaoViet Image, “The
to a well-loved brand.
Brand’s Assessment Project” and its
Administration Strategy Establishment was This Brand Book has been put together as a
implemented. The project was developed comprehensive and user-friendly guide to
through the combined efforts of all the the BAOVIET brand with 2 parts:
strategic subsidiaries and insights that
• Part 1: Introducing BAOVIET brand
consumers have given.
• Part 2: Applications Contents
Now that the project has been finished, it
This Brand Book is our first step to the future.
gives us great pleasure to present to you the
Making BaoViet brand stronger, more
BAOVIET Brand Book. The purpose of this
consistent and well recognised in Vietnam
book is to help you maintain uniformity
and the rest of the world.
throughout all communications, whether at
the complex, press advertising or simply on With best wishes
our office stationery.

INTRODUCTION

ÑÒNH HÖÔÙNG
THÖÔNG HIEÄU BAÛO
VIEÄT
NAÂNG CAO CUOÄC SOÁNG
Ñònh höôùng thöông hieäu Baûo Vieät theå hieän khaùt voïng höôùng tôùi vaø kinh doanh, laáy khaùch haøng laøm trung taâm vaø ñònh höôùng cuûa
töông lai vaø laø ñònh höôùng chung trong toaøn Taäp ñoaøn. Ñònh moïi hoaït ñoäng.
höôùng naøy seõ truyeàn caûm höùng cho toaøn boä caùn boä, nhaân vieân
Muïc tieâu cuûa ñònh höôùng thöông hieäu môùi cuûa Baûo Vieät nhaèm:
goùp söùc trong quaù trình xaây döïng Taäp ñoaøn Baûo Vieät phaùt trieån.
• Taïo moät hình aûnh, baûn saéc vaø vaên hoùa chung cuûa Taäp ñoaøn
Chìa khoùa ñeå thöïc hieän ñònh höôùng thöông hieäu naøy laø nhaän thöùc
cuûa taát caû moïi ngöôøi trong toaøn Taäp ñoaøn cuøng ñoàng loøng trieån • Laø coâng cuï cô baûn ñeå giuùp Baûo Vieät trôû thaønh Taäp ñoaøn thöïc
khai thöïc hieän, cung caáp caùc dòch vuï taøi chính moät caùch toát nhaát, söï vì khaùch haøng
ñaït chuaån möùc quoác teá tôùi moïi ñoái töôïng coù nhu caàu, khoâng • Laø thöông hieäu noåi baät, ñöôïc toân troïng vaø khaùc bieät
ngöøng naâng cao chaát löôïng toaøn dieän trong hoaït ñoäng quaûn lyù


BAOVIET BRAND DIRECTION
ENHANCING LIVES
BaoViet’s brand direction describes its ambition for the future The objectives of the new BaoViet brand direction are:
and sets a common direction across the Group. It will ideally
• A move towards one Group with a common look, feel, identity
inspire all our staff to contribute towards this direction.
and culture
The key to achieving this brand direction is the mindset where all of
• The fundamental tool to help BaoViet become truly
us work together, providing best and international standard of
customer focused
financial services suited to customer needs, and continuously
improve the overall quality in management and business, with • Making our brands stand out from competition in a positive,
customers as the center and orientation of all activities. differentiated and relevant way

HÖÔÙNG ÑI CUŒA THÖÔNG HIEÄU BAÛO VIEÄT: LAØM GIAØU CUOÄC SOÁNG


TRIEÅN KHAI ÑÒNH HÖÔÙNG
THÖÔNG HIEÄU BAÛO VIEÄT
• Cung caáp moät caùch toát nhaát caùc dòch vuï taøi chính - baûo hieåm, ngaân haøng, vaø ñaàu tö ñaït
chuaån möïc quoác teá cho khaùch haøng.
• Xaây döïng moái quan heä vôùi khaùch haøng vaø môû roäng maïng löôùi hoaït ñoäng
• Chuù troïng coâng taùc ñaøo taïo vaø phaùt trieån nhaèm phuïc vuï cho khaùch haøng moät caùch toát nhaát
• Ñoåi môùi caùc hoaït ñoäng, xaây döïng caùc chuaån möïc ñeå ñaûm baûo cung caáp dòch vuï hoaøn haûo


IMPLEMENTATION OF BAOVIET
BRAND DIRECTION

• Providing the best international standard in insurance, banking and investment services to customers
• Building strong relationships with customers and widening business network
• Focusing on training and development in order to provide best services to customers
• Innovating the operations, building the business benchmarks in order to provide excellent services


GIAÙ TRÒ CHUÛ CHOÁT
CHAÁT LÖÔÏNG NAÊNG ÑOÄNG
• Mang laïi chaát löôïng dòch vuï ñaït tieâu chuaån cao nhaát • Luoân höôùng veà phía tröôùc, phaùt trieån khoâng ngöøng
• Naém baét cô hoäi trong moïi tình huoáng vaø taïo ra tieâu chuaån môùi
GAÀN GUÕI, DEÃ TIEÁP CAÄN • Saün saøng tieáp nhaän nhöõng yù töôûng vaø saùng kieán môùi
• Thaân thieän, gaàn guõi vaø chuyeân nghieäp
• Quan taâm tôùi ñoàng nghieäp vaø khaùch haøng TINH THAÀN TRAÙCH NHIEÄM
• Minh baïch vaø trung thöïc
TINH THAÀN HÔÏP TAÙC • Theå hieän tinh thaàn traùch nhieäm trong khu vöïc & coäng ñoàng nôi
• Hôïp taùc, gaén boù vôùi ñoàng nghieäp trong cuøng ñoäi, nhoùm chuùng ta laøm vieäc
• Xaây döïng moái quan heä beàn vöõng vôùi khaùch haøng vaø ñoái taùc • Laø thöôùc ño trong vieäc quaœn lyù Taäp ñoaøn
döïa treân söï hieåu bieát laãn nhau vaø söï hôïp taùc töông hoã


THE CORE VALUES
QUALITY DYNAMIC
• Achieve highest standard and quality services • Forward looking, progressive
• Embrace change and create news benchmarks
APPROACHABLE • Ready to adopt new ideas and innovation
• Welcoming, friendly and professional
• Sensitive to colleagues and customers RESPONSIBLE
• Transparent and honest
TEAM SPIRIT • Responsible for society and communities
• Work cohensively with colleagues across the group • Benchmark of corporate governance
• Build strong relationships with customers and partners based
on mutual understanding


TÍNH CAÙCH
THÖÔNG HIEÄU BAÛO VIEÄT
LINH HOAÏT
NHÖNG TAÄP TRUNG

NAÊNG ÑOÄNG TRONG KINH DOANH
NHÖNG KHOÂNG LIEÀU LÓNH

TRAØN ÑAÀY KHÍ THEÁ
NHÖNG KHOÂNG NGAÏO MAÏN

VÖÔN RA THEÁ GIÔÙI
NHÖNG KHOÂNG GIAÛ TAÏO

SAÜN SAØNG TIEÁP THU
NHÖNG COÙ CHOÏN LOÏC


BAOVIET BRAND PERSONALITY
VERSATILE
BUT FOCUSED

ENTREPRENEURIAL / PRO-ACTIVE
BUT NOT RECKLESS

SPIRITED
BUT NOT HAUGHTY

INTERNATIONAL
BUT NOT CONTRIVED

OPEN-MINDED
BUT NOT YIELDING


LOGO HIEÄN NAY
CUÛA BAÛO VIEÄT

Logo hieän taïi cuûa Baûo Vieät coù ba saéc maøu: xanh, vaøng, traéng vaø hình aûnh
quaû caàu, taøu thuûy, vaø maùy bay nhaèm theå hieän moät soá nghieäp vuï baûo hieåm
ban ñaàu do Baûo Vieät cung caáp. Tuy nhieân, hieän nay Baûo Vieät ñaõ trôû thaønh
Taäp ñoaøn dòch vuï taøi chính – baûo hieåm cung caáp ña daïng caùc dòch vuï taøi
chính trong lónh vöïc nhö baûo hieåm, ngaân haøng vaø ñaàu tö taøi chính, do ñoù
logo hieän taïi khoâng coøn phuø hôïp.


CURRENT BAOVIET LOGO

Current logo has three colours: blue, yellow, white. It features images of a
globe, ship and airplane to illustrate some insurance services provided by
BAOVIET. However, now that BAOVIET has become a financial - insurance
group providing diversified financial services in areas of insurance,
banking and financial investments the current logo is no longer relevant.


BAÛN SAÉC
THÖÔNG HIEÄU MÔÙI BAÛO VIEÄT

TEÂN THÖÔNG HIEÄU BIEÅU TÖÔÏNG

Ñieåm maáu choát cuûa baûn saéc thöông hieäu môùi Baûo Vieät laø teân Moät ñieåm noåi baät môùi khaùc treân teân thöông hieäu Baûo Vieät laø hình
thöông hieäu vaø logo. Trong quaù trình nghieân cöùu vaø phaùt trieån tam giaùc maøu vaøng treân chöõ V ñeå theå hieän baûn chaát treû trung,
thöông hieäu môùi, caùc ñieåm öu vieät trong thöông hieäu Baûo Vieät naêng ñoäng, ñoåi môùi, vaø coù naêng löïc höôùng tôùi töông lai.
hieän taïi - hai maøu cô baûn: vaøng vaø xanh - tieáp tuïc ñöôïc keá thöøa: Hình quaû caàu tónh hai chieàu treân logo hieän taïi ñaõ ñöôïc thay theá
maøu xanh theå hieän baàu trôøi cao roäng, maøu vaøng theå hieän maët ñaát baèng hình quaû caàu ba chieàu vôùi caùc ñöôøng keát noái treân beà maët
bao la. Hai saéc maøu xanh vaø vaøng theå hieän söï haøi hoøa giöõa trôøi vaø quaû caàu ñeå taïo ra tính naêng ñoäng, linh hoaït, keát noái cuûa Baûo Vieät
ñaát, töôïng tröng cho söï phaùt trieån vöõng beàn cuûa Baûo Vieät. Hôn vôùi theá giôùi. Hình aûnh naøy nhaán maïnh söï phaùt trieån khoâng ngöøng
theá nöõa, maøu xanh mang yù nghóa bieåu ñaït söï bình yeân vaø hy voïng cuûa Baûo Vieät vaø theå hieän taàm nhìn chieán löôïc ñeå xaây döïng Baûo
vaøo töông lai, mang thoâng ñieäp veà moät Baûo Vieät xöùng ñaùng vôùi Vieät trôû thaønh Taäp ñoaøn Taøi chính - Baûo hieåm coù tieàm löïc taøi
nieàm tin caäy cuûa khaùch haøng vaø khoâng ngöøng höôùng ñeán moät chính maïnh.
töông lai toát ñeïp hôn. Ñoàng thôøi, maøu vaøng cuûa logo hieän taïi ñöôïc
chænh thaønh maøu vaøng aùnh kim ñeå bieåu thò cho söï phoàn vinh vaø Hình aûnh thöông hieäu môùi phuø hôïp vaø roõ raøng seõ goùp phaàn vaøo
thònh vöôïng bôûi vì Baûo Vieät cam keát mang laïi cho khaùch haøng cuûa vieäc phaùt trieån cuûa Baûo Vieät trong thôøi gian tôùi.
mình moät töông lai ñaûm baûo vaø cuoäc soáng sung tuùc hôn.


BAOVIET BRAND IDENTITY

LOGOTYPE SYMBOL

The key of the new BaoViet brand identity is its brand and logo. The other renovation of the BaoViet brand name is the yellow
In the process of researching and developing the new brand triangle on the letter ‘V’ to reflect BaoViet qualities: young,
identity, prominent factors of the current logo - two basic dynamic, innovative and compentent for the future.
colours: blue and yellow - are retained: the blue represents the The current two - dimensional static globe logo has been
broad and high sky, yellow represents immense ground. The replaced with a three - dimensional image with connecting lines
fact that these two colours harmonise well together symbolises on the surface to create dynamic, active and interconnected
BaoViet sustainable development. In addition, blue signifies world of BaoViet. This image emphasizes BaoViet’s ongoing
peace and hope for the future, conveying message that BaoViet development and reflects the BaoViet strategic vision to become
is a trusted company; offers security that customers count on; a stronger financial - insurance group.
and is always aiming for a brighter future. The yellow on the
current logo has been revamped to gold to denote prosperity The consistency and clear new brand identity will contribute
and wealth, as BaoViet has a commitment to bring its customers significantly to the development of the BaoViet in the coming time.
wealth and a secure future.


LOGO THÖÔNG HIEÄU / LOGO

1/5 X

1/2 X


LOGO THÖÔNG HIEÄU / LOGO

Logo Baœo Vieät laø troïng taâm ñeå nhaän dieän thöông hieäu. The BAOVIET logo is the focal point of the brand identity.
Ñaây laø logo coù phaàn moâ taû tieáng Vieät (TAÄP ÑOAØN BAŒO This is the BAOVIET logo with the Vietnamese descriptor
VIEÄT). Logo naøy duøng ñeå theå hieän hình aûnh thöông hieäu (TAÄP ÑOAØN BAŒO VIEÄT). The logo can be used to
Baœo Vieät. communicate BAOVIET corporate identity.


CAÁU TRUÙC CUŒA LOGO / LOGO STRUCTURE

1/5 X

1/2 X

0.3 X

Vietnamese description set in VNI-Helvetica Neue55 Roman
Kieåu chöõ VNI-Helvetica Neue55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()

CAÁU TRUÙC LOGO TAÄP ÑOAØN BAÛO VIEÄT
BAOVIET HOLDINGS LOGO ARCHITECTURE

1/5 X 1/5 X

1/2 X 1/2 X X

1/3 X

0.35 X

Phaàn moâ taû baèêng tieáng Vieät ñöôïc canh giöõa so vôùi quaû caàu
Vietnamese description aligned in the center together with the globe

Phaàn moâ taû baèng tieáng Vieät duøng kieåu chöõ VNI-Helvetica Neue55 Roman
Vietnamese description set in Primary FontVNI-Helvetica Neue55 Roman

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CAÁU TRUÙC LOGO ÑÔN VÒ THAØNH VIEÂN
LOGO ARCHITECTURE OF SUBSIDIARIES

Ñaây laø caáu truùc logo cuœa caùc đơn vò thaønh vieân
vôùi phaàn moâ taû baèng tieáng Vieät phía döôùi.

This is the logo architecture for BAOVIET
subsidiaries along with the Vietnamese
descriptor of the companies.


CAÁU TRUÙC LOGO TAÄP ÑOAØN BAÛO VIEÄT
BAOVIET HOLDINGS LOGO ARCHITECTURE

1/5 1/5

1/2 X 1/2 X

Teân thöông hieäu ï duøng kieåu chöõ Helvetica 65 Medium
Brand name set in Helvetica 65 Medium

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Ñaây laø caáu truùc logo cuœa caùc đơn vò thaønh vieân
khoâng coù phaàn moâ taû baèng tieáng Vieät phía döôùi.

These are the logos for the various subsidiaries
of BAOVIET without the Vietnamese descriptor
of the company.


CAÁU TRUÙC LOGO CUÛA CHÖÙNG KHOAÙN BAÛO VIEÄT
LOGO ARCHITECTURE OF BAOVIET SECURITIES

1/5 1/5

1/2 X 1/2 X

1/3 X

0.35 X

Phaàn moâ taû baèêng tieáng Vieät ñöôïc canh giöõa so vôùi quaû caàu
Vietnamese description aligned in the center together with the globe

Phaàn moâ taû baèng tieáng Vieät duøng kieåu chöõ VNI-Helvetica Neue55 Roman
Vietnamese description set in Primary FontVNI-Helvetica Neue55 Roman

1234567890!@#$%^&*()


1/5 1/5

1/2 X 1/2 X

Teân ñôn vò thaønh vieân duøng kieåu chöõ Helvetica 65 Medium
Sub-brand’s name set in Helvetica 65 Medium

1234567890!@#$%^&*()

Caáu truùc logo ñi keøm vôùi caâu khaåu hieäu
Structure of logo with slogan
1/5 X 1/5 X

X

X X

0.3 X

1/2 X

1/3 X

0.35 X

0.3 X

3/4 X

Trường hợp logo đi kèm với câu khẩu hiệu nên được ưu tiên sử dụng cho các chiến The logo with strapline should be used primarily for branding campaigns and product
dịch xây dựng thương hiệu và chiến dịch quảng cáo sản phẩm, trên phim quảng cáo advertising campaigns, in television commercials, print ads, billboards and such mass
tivi, quảng cáo báo in, bảng hiệu ngoài trời và các kênh truyền thông đại chúng khác. media. The strapline should not appear on any stationery.
Các đồ dùng văn phòng phẩm không sử dụng cấu trúc trên.


CAÁU TRUÙC NHAÕN CUÛA CHÖÙNGTY THAØNH VIEÂVIEÄT
LOGO HIEÄU COÂNG KHOAÙN BAÛO N
Caáu truùc logo ñi keøm vôùi caâu khaåu hieäu baèng tieáng Anh
Structure of logo with English slogan

1/5 X 1/5 X

X
X X

0.3 X

1/2 X

0.3 X

3/4 X

Logo naøy coù theå ñöôïc söû duïng trong caùc tröôøng hôïp giao tieáp baèng tieáng Anh.
This logo is an option that can be used for any communication in English.



Khaåu hieäu duøng kieåu chöõ Helvetica
Slogan is set in Helvetica

1234567890!@#$%^&*()

Khaåu hieäu coù ñoä roäng baèng vôùi logo vaø teân caùc ñôn vò thaønh vieân
Slogan has same width with logo and sub-brand’s name


KHOAÛNG CAÙCH QUI ÑÒNH CUÛA LOGO BAÛO VIEÄT
BAOVIET LOGO CLEAR SPACE

0.3 X

0.3 X

X

0.3 X

0.3 X


KHOAÛNG CAÙCH QUI ÑÒNH LOGO CHÖÙNG KHOAÙN BAÛO VIEÄT
BAOVIET SERCURITIES LOGO CLEAR SPACE

0.3 X

0.3 X

X

0.3 X

0.3 X


KÍCH THÖÔÙC TOÁI THIEÅU / MINIMUM SIZE

Ñeå ñaœm baœo tính chính xaùc vaø roõ raøng cuœa logo
Baœo Vieät khi in aán, phaœi löu yù ñeán nhöõng chi tieát Logo Baûo Vieät / Bao Viet logo
nhoœ nhaát. Logo Baœo Vieät neân ñöôïc ño theo
chieàu ngang, baét ñaàu töø traùi sang phaœi nhö hình
veõ. Kích thöôùc toái thieåu thay ñoåi tuøy töøng tröôøng
30 mm
hôïp in aán cuï theå vaø söï löïa choïn logo (ví duï coù
maøu hay khoâng). Ñeå ñaœm baœo chaát löôïng in aán,
coù theå tieán haønh in thöœ neáu caàn thieát.

To ensure legibility and accurate reproduction
of the BAOVIET logo, there are minimum sizes Logo ñôn vò thaønh vieân / Logo with brand’s name
which must be respected. The BAOVIET logo
is measured by width, from the left of the
BAOVIET wordmark to the right as shown
here. This minimum size may vary according 50 mm
to your print process, application and choice
of logo (i.e. colour or reverse). To ensure
reproduction quality, please carry out a print
test where necessary.

Logo vôùi phaàn moâ taû tieáng Vieät / Logo with Vietnamese description

50 mm


CAÙC TRÖÔØNG HÔÏP SÖÛ DUÏNG LOGO SAI
INCORRECT LOGO USAGE
Khoâng ñöôïc thay ñoåi caáu truùc logo Khoâng ñöôïc thay ñoåi tyœ leä cuûa logo
Never change the structure of the logo Never alter the logo proportion

Khoâng xoay logo tröø khi cuøng moät goùc vôùi thieát keá
Khoâng ñöôïc thay ñoåi maøu logo Do not rotate the logo except in cases of having
Never change the colour of the logo the same angle with layout

Haïn cheá vieäc söû duïng moät phaàn logo
Khoâng ñöôïc thay ñoåi kieåu chöõ cuûa logo tröø moät soá tröôøng hôïp ñaëc bieät
Never change the font of the logo Do not use a part of the logo except in some unique cases

Securities
CHÖÙNG KHOAÙN BAÛO HIEÅM


MAØU SAÉC DAÁU HIEÄU ÑAËC TRÖNG / LOGO COLOURS

PANTONE CMYK RGB PANTONE CMYK RGB PANTONE CMYK RGB CMYK RGB
300C 100 0 132C 0 188 Black 0 0 0 255
44 121 28 141 0 0 0 255
0 193 100 11 0 0 0 255
0 30 100 0



FULL COLOUR NETWORK FRAME GRAY GRADIENT GOLD GRADIENT

LAYER 1 2 1

ORDER Layer 3 Layer 1, 2 Layer 0

COLOUR White: C 0 M 0 Y 0 K 0 1 White: C 0 M 0 Y 0 K 0 4 PANTONE 132C 10%
2 Black: C 0 M 0 Y 0 K 30 5 PANTONE 132C 50%
3 Black: C 0 M 0 Y 0 K 10 6 PANTONE 132C

GRADIENT

Colour 1 2 3 4 5 6
Location 40% 80% 100% 0% 25% 70%

EFFECT



Logo coù theå söœ duïng ñaày ñuœ maøu saéc (CMYK Maøu ñaày ñuû / Full colour Maøu vaøng
hay RGB tuøy muïc ñích söœ duïng); maøu ñôn saéc: Single colour - gold
2 toâng ñen; maøu ñôn saéc: vaøng, ñen, xanh;
hay maøu traéng (quy ñònh söû duïng treân neàn
xanh hoaëc neàn ñoû)
Neân coá gaéng söœ duïng logo vôùi ñaày ñuœ maøu
PANTONE 132C
saéc; maøu ñôn saéc - 2 toâng ñen chæ söœ duïng
trong tröôøng hôïp khoâng theå in baèng caùc maøu Maøu ñen Maøu xanh
khaùc, chaúng haïn trong tröôøng hôïp in quaœng Single colour - black Single colour - blue
caùo treân baùo ñen-traéng.

BLACK PANTONE 300C

Logos can be used in full colour (CMYK or RGB
Maøu ñôn saéc - 2 toâng ñen Maøu traéng - quy ñònh söû duïng treân neàn xanh
depending on usage requirements), single Single colour - 2 tone black White colour - blue background
colour - 2 tone black, single colour - gold, black
and blue, and in reverse - white on blue.
Effort should always be made to use the full
colour logo and in cases where one cannot
use full colour, strictly follow the given colour
guidelines. Single colour - 2 tone black should Maøu traéng - quy ñònh söû duïng treân neàn ñoû
1 BLACK 0%
be used when it is not possible to print in any
2
White colour - red background
BLACK 40%
other colour due to printing restrictions such 3 BLACK 90%
as in a black & white print ad. 1 2 3
0% 25% 100%


MAØU NEÀN ÑAËC TRÖNG / BACKGROUND COLOUR

Logo phaûi deã nhìn. Hình neàn phía sau roõ raøng
vaø ñuû töông phaûn ñeå deã daøng nhaän ra logo
thöông hieäu.
Trên nền trắng Trên nền PANTONE 300C 20%
Khoâng söû duïng logo ngoaøi nhöõng maøu neàn ñöôïc Background White Background PANTONE 300C 20%
lieät keâ nhö höôùng daãn beân caïnh.
Öu tieân söû duïng logo treân neàn traéng.

Logo must always be clearly visible. The
background should not be distracting and must Trên nền xám 20% đen Trên nền PANTONE 132C 20%
always provide sufficient contrast for the brand Background Gray 20% black Background PANTONE 132C 20%
to be clearly read.
Do not use logo on background that is not listed
in this page.
Preferably use logo on white background.

Trên nền đen 100% Trên nền PANTONE Cyan 20%
Background Black 100% Background PANTONE Cyan 20%

Trực tiếp trên hình ảnh Trên nền hình: logo đặt trên nền màu trắng độ trong suốt 80%
Background Image Background Image: logo on white background transparent 80%



Logo coù theå söœ duïng ñaày ñuœ maøu saéc (CMYK Maøu ñaày ñuû / Full colour Maøu vaøng
hay RGB tuøy muïc ñích söœ duïng); maøu ñôn saéc: Single colour - gold
2 toâng ñen; maøu ñôn saéc: vaøng, ñen, xanh;
hay maøu traéng (quy ñònh söû duïng treân neàn
xanh hoaëc neàn ñoû)
Neân coá gaéng söœ duïng logo vôùi ñaày ñuœ maøu PANTONE 132C

saéc; maøu ñôn saéc - 2 toâng ñen chæ söœ duïng
trong tröôøng hôïp khoâng theå in baèng caùc maøu Maøu ñen Maøu xanh
khaùc, chaúng haïn trong tröôøng hôïp in quaœng Single colour - black Single colour - blue
caùo treân baùo ñen-traéng.

BLACK PANTONE 300C

Logos can be used in full colour (CMYK or RGB Maøu ñôn saéc - 2 toâng ñen Maøu traéng - quy ñònh söû duïng treân neàn xanh
depending on usage requirements), single
Single colour - 2 tone black White colour - blue background
colour - 2 tone black, single colour - gold, black
and blue, and in reverse - white on blue.
Effort should always be made to use the full
colour logo and in cases where one cannot
use full colour, strictly follow the given colour
1
guidelines. Single colour - 2 tone black should BLACK 0% Maøu traéng - quy ñònh söû duïng treân neàn ñoû
be used when it is not possible to print in any
2 BLACK 40% White colour - red background
other colour due to printing restrictions such 3 BLACK 90%
as in a black & white print ad. 1 2 3
0% 25% 100%


MAØU NEÀN ÑAËC TRÖNG / BACKGROUND COLOUR

Logo phaûi deã nhìn. Hình neàn phía sau roõ raøng
vaø ñuû töông phaûn ñeå deã daøng nhaän ra logo
thöông hieäu.
Trên nền trắng Trên nền PANTONE 300C 20%
Khoâng söû duïng logo ngoaøi nhöõng maøu neàn ñöôïc Background White Background PANTONE 300C 20%
lieät keâ nhö höôùng daãn beân caïnh.
Öu tieân söû duïng logo treân neàn traéng.

Logo must always be clearly visible. The Trên nền xám 20% đen Trên nền PANTONE 132C 20%
background should not be distracting and must Background Gray 20% black Background PANTONE 132C 20%
always provide sufficient contrast for the brand
to be clearly read.
Do not use logo on background that is not listed
in this page.
Preferably use logo on white background.
Trên nền đen 100% Trên nền PANTONE Cyan 20%
Background Black 100% Background PANTONE Cyan 20%

Trực tiếp trên hình ảnh Trên nền hình: logo đặt trên nền màu trắng độ trong suốt 80%
Background Image Background Image: logo on white background transparent 80%



PANTONE CMYK RGB PANTONE CMYK RGB PANTONE CMYK RGB CMYK RGB
300C 100 0 132C 0 188 Black 0 0 0 255
44 121 28 141 0 0 0 255
0 193 100 11 0 0 0 255
0 30 100 0


KIEÅU CHÖÕ ÑAËC TRÖNG / CORPORATE TYPOGRAPHY

Boä chöõ VNI-Helvetica Neue: VNI-Helvetica Neue55 Roman
VNI-Helvetica Neue Family: VNI-Helvetica Neue55 Roman

1234567890!@#$%^&*()
Boä chöõ VNI-Helvetica Neue: VNI-Helvetica Neue65 Roman
VNI-Helvetica Neue Family: VNI-Helvetica Neue65 Medium

1234567890!@#$%^&*()
Duøng boä chöõ VNI-Helvetica Neue trong moïi öùng duïng truyeàn thoâng
VNI-Helvetica Neue family will go with all external and internal corporate communications


KIEÅU CHÖÕ ÑAËC TRÖNG / CORPORATE TYPOGRAPHY

Boäø chöõ: Helvetica Regular
Helvetica Family: Helvetica Regular

1234567890!@#$%^&*()
Boäø chöõ: Helvetica Bold
Helvetica Family: Helvetica Bold

1234567890!@#$%^&*()
Duøng boä chöõ Helvetica trong moïi öùng duïng truyeàn thoâng
Helvetica family will go with all external and internal corporate communications


KIEÅU CHÖÕ PHUÏ TRÔï / SECONDARY TYPOGRAPHY

Arial

1234567890!@#$%^&*()

Arial seõ laø kieåu chöõ chuœ yeáu duøng cho heä thoáng kyõ thuaät soá
Arial will be used as the primary font for digital systems


MUÏC LUÏC ÖÙNG DUÏNG / APPLICATION CONTENTS

Yeáu toá cô baœn trong thieát keá 48 In aán - Quaœng caùo 84
Vaên phoøng phaåm 49 Quaûng caùo treân baùo 85
Giaáy tieâu ñeà 50 Standee 87
Danh thieáp 54 Bieåu ngöõ 88
Phong bì thö 57 Bieån quaûng caùo ngoaøi trôøi 89
Bìa ñöïng taøi lieäu 66 Taäp giôùi thieäu coâng ty 93
Baûng hieäu 68 Baûn tin 94
Baûng hieäu chính Moät soá taøi lieäu khaùc 95
• Baûng hieäu coâng ty 70 Website 96
• Baûng hieäu caùc kyù töï ñöôïc thaép saùng 74 Maãu thuyeát trình 97
• Baûng hieäu treo töôøng coù ñeøn chieáu saùng beân trong 75 Phoâng neàn 100
• Baûng hieäu caùc kyù töï khoâng ñöôïc thaép saùng 77 Baœng teân 102
• Baûng hieäu treo töôøng khoâng coù ñeøn chieáu saùng 78 Côø ñeå baøn 105
Baœng ñoàng 80 Huy hieäu 106


MUÏC LUÏC ÖÙNG DUÏNG / APPLICATION CONTENTS

Basic design elements 48 Print - Advertising 84
Stationery 49 Print ad 85
Letterhead 50 Standee 87
Business card 55 Banner 88
Envelopes 58 Billboard 89
Document (Press) folder 67 Brochure 93
Signage 69 Newsletter 94
Main fascia signage Other items 95
• Internally illuminated fascia sign 69 Website 96
• Individually built up keyline illuminated letters 73 PowerPoint template 97
• Projecting sign internally illuminated 75 Backdrop 100
• Individually built up non illuminated letters 77 Nametag 102
• Projecting sign non-illuminated 78 Table flag 105
Regulatory Company Signage 80 Badge 106


ÖÙNG DUÏNG / APPLICATIONS
YEÁU TOÁ CÔ BAŒN TRONG THIEÁT KEÁ / BASIC DESIGN ELEMENTS

Yeáu toá thieát keá cô baûn ñöôïc laáy töø teân thöông
hieäu thuoäc logo Baûo Vieät. Nhö ñaõ thaáy, chuùng
toâi ñaõ söû duïng chöõ V caùch ñieäu coù hình tam
giaùc maøu vaøng ñeå taïo ra maãu thieát keá ñöôïc
duøng trong caùc öùng duïng.

The basic design elements have been taken
from the logo type of the BAOVIET logo itself.
As shown here, we have used the ’Stylized V’
with the golden triangle to create a design
template, which is used in the applications.

30% 70%

Chieàu daøi toái thieåu cho thanh maøu vaøng laø 20% so vôùi chieàu daøi trang thieát keá.
Hoaëc chieàu daøi toái ña cho thanh maøu vaøng laø 40% so vôùi chieàu daøi trang thieát keá.

The width of the gold bar should be minimum of 20% of the print width.
Or the width of the gold bar should be maximum of 40% of the print width.

Giôùi haïn cuœa thanh maøu vaøng: khoâng laán qua caáu truùc logo
Limit of gold bar: never touch the structure of logo


VAÊN PHOØNG
PHAÅM STATIONERY
Vaên phoøng phaåm ñöôïc söû duïng thöôøng xuyeân nhaát, Stationery is the most widely used of all items
goùp phaàn theå hieän roõ neùt tính caùch thöông hieäu Baûo carrying our corporate identity, therefore, it is
Vieät. Vì vaäy, taát caû caùc vaên phoøng phaåm phaûi ñaûm baûo essential that our stationery is always consistent and
ñoàng nhaát vaø chaát löôïng cao. Cuoán höôùng daãn söû duïng of high quality. These guidelines contain the standard
vaø quaûn lyù thöông hieäu naøy qui ñònh tieâu chuaån ñoái vôùi grids for pre-printed letterhead, business cards,
giaáy tieâu ñeà, danh thieáp, phong bì, bìa ñöïng taøi lieäu. envelopes, folder.

GIAÁY TIEÂU ÑEÀ / LETTER HEAD

3 cm

Giaáy tieâu ñeà Tieáng Vieät 2 cm X

ñöôïc söû duïng taïi Toång Coâng ty C�NG HOÀ XÃ H�I CH� NGH�A VI�T NAM
��c l�p - T� do - H�nh phúc
Times New Roman, côõ chöõ 12 pt, kieåu ñaäm, ñöùng
CÔNG TY C.P CH�NG KHOÁN B�O VI�T Times New Roman, côõ chöõ 12 pt, kieåu ñaäm, ñöùng
Times New Roman, côõ chöõ 14 pt, kieåu nghieâng
Giaáy tieâu ñeà tieáng Vieät ñöôïc theå hieän theo S�: 32/2009/BHBV
V/v Th�ng nh�t v� quy ��nh qu�ng cáo
Hà N�i, ngày 18 tháng 10 n�m 2009
Times New Roman, côõ chöõ 13 pt, kieåu ñöùng
höôùng daãn beân caïnh vaø nhö quy ñònh tieâu
chuaån ôû cuoái trang. Kính g�i: - Các công ty ��a ph��ng; Times New Roman, côõ chöõ 14 pt, kieåu ñöùng
- Các phòng nghi�p v� t�i tr� s� chính.

�� m b�o s� th�ng nh�t theo chu�n m�c chung trong vi�c xây d�ng
và ban hành v�n b�n T�p �oàn B�o Vi�t, t� ngày 01/01/2010.....

Vietnamese letterhead
for Head quarter office

All letterhead specifications with those Times New Roman, côõ chöõ 14 pt, kieåu ñöùng

mentioned at the bottom of this page are to be
followed as instructions.

�� ngh� các ��n v� phòng ban tri�n khai t� ch�c th�c hi�n./.

N�i nh�n: T�NG GIÁM ��C Times New Roman, côõ chöõ 13 pt, kieåu ñaäm, ñöùng
- Nh� trên
- L�u: VT Times New Roman, côõ chöõ 12 pt, kieåu nghieâng

Nguy�n V�n A Times New Roman, côõ chöõ 14 pt, kieåu ñaäm, ñöùng

Canh giữa với trang thiết kế Số 8 LêThái Tổ, Quận Hoàn Kiếm, Hà Nội | Tel (+84 4) 1234 5678 | Fax (+84 4) 1234 5678 | Email service@baoviet.com.vn 2 cm
Align center with layout 0.7 X www.baoviet.com.vn

1.5 cm

SIZE A4 (W21 x H29.7 cm) KÍCH THÖÔÙC: A4 (21cm ngang x 29.7 cm cao)
LOGO SIZE height 0.85 cm KÍCH THÖÔÙC LOGO: 0.85 cm cao
TEXT all text use Helvetica, FONT SIZE Address 8.5 pt KIEÅU CHÖÕ: Helvetica, KÍCH THÖÔÙC KIEÅU CHÖÕ: 8.5 pt
TEXT COLOUR BLACK 70% MAØU SAÉC KIEÅU CHÖÕ: 70% ñen
SCALE 40% TYŒ LEÄ: 40%



3 cm


ñöôïc söû duïng taïi caùc coâng ty COÄNG HOAØ XAÕ HOÄI CHUÛ NGHÓA VIEÄT NAM
Ñoäc laäp - Töï do - Haïnh phuùc

ñòa phöông CÔNG TY C.P CH�NG KHOÁN B�O VI�T
CHI NHÁNH TP. HỒ CHÍ MINH
S�: 32/2009/BHBV Hà N�i, ngày 18 tháng 10 n�m 2009
Giaáy tieâu ñeà tieáng Vieät ñöôïc theå hieän theo
höôùng daãn beân caïnh vaø nhö quy ñònh tieâu Kính g�i: - Các công ty ��a ph��ng;
- Các phòng nghi�p v� t�i tr� s� chính.
chuaån ôû cuoái trang.

for province level

All letterhead specifications with those
mentioned at the bottom of this page are to
be followed as instructions.


Nơi nhận: GIÁM ĐỐC
- Như trên
- Lưu: VT

Nguyen Van A

6 Lê ThánhTôn, Quận 1, TP Hồ Chí Minh | Tel (+84 8) 1234 5678 | Fax (+84 8) 1234 5678 | Email service@baoviet.com.vn 2 cm
0.7 X www.baoviet.com.vn

1.5 cm




3 cm


ñöôïc söû duïng ôû COÄNG HOAØ XAÕ HOÄI CHUÛ NGHÓA VIEÄT NAM
Ñoäc laäp - Töï do - Haïnh phuùc

caùc phoøng giao dòch CHI NHÁNH TP. HỒ CHÍ MINH
PHÒNG GIAO DỊCH 146 NGUYỄN VĂN CỪ

S�: 32/2009/BHBV Hà N�i, ngày 18 tháng 10 n�m 2009
Giaáy tieâu ñeà tieáng Vieät ñöôïc theå hieän theo

höôùng daãn beân caïnh vaø nhö quy ñònh tieâu
Kính g�i: - Các công ty ��a ph��ng;
chuaån ôû cuoái trang. - Các phòng nghi�p v� t�i tr� s� chính.


for district level

All letterhead specifications with those
mentioned at the bottom of this page are to
be followed as instructions.


Nơi nhận: TL. GIÁM ĐỐC
- Như trên Trưởng Phòng
- Lưu: VT

Nguyễn Văn A

146 Nguyễn Văn Cừ, Quận 1, TP. Hồ Chí Minh | Tel (+84 8) 1234 5678 | Fax (+84 8) 1234 5678 | Email service@baoviet.com.vn 2 cm
0.7 X www.baoviet.com.vn

1.5 cm




Giaáy tieâu ñeà - Tieáng Vieät Löïa choïn 1 - coù phaàn moâ taû baèng tieáng Vieät Löïa choïn 2 - khoâng coù phaàn moâ taû baèng tieáng Vieät
Option 1 - logo with vietnamese description Option 2 - logo without vietnamese description
Giaáy tieâu ñeà tieáng Vieät (khoâng coù quoác hieäu) 3 cm 3 cm
thöôøng ñöôïc söû duïng trong noäi boä. Ñöôïc theå
2 cm X 2 cm X
hieän theo höôùng daãn beân caïnh vaø nhö quy
0.85 cm
ñònh tieâu chuaån ôû cuoái trang. 1.2 cm

Letter head - Vietnamese

Vietnamese letter head (without official name)
for internal use. All letterhead specifications
with those mentioned at the bottom of this
page are to be followed as instructions.

Trụ sở chính: 8 Lê Thái Tổ, Hoàn Kiếm, Hà Nội | Tel (+84 4) 1234 5678 | Fax (+84 4) 1234 5678 | Email service@baoviet.com.vn 2 cm Trụ sở chính: 8 Lê Thái Tổ, Hoàn Kiếm, Hà Nội | Tel (+84 4) 1234 5678 | Fax (+84 4) 1234 5678 | Email service@baoviet.com.vn 2 cm
0.7 X www.baoviet.com.vn 0.7 X www.baoviet.com.vn

1.5 cm 1.5 cm



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