The document provides brand guidelines for Brand Hong Kong, including specifications for proper usage of the signature elements. The signature is composed of three elements - the Dragon symbol, logotype, and brandline. The primary signature should be used horizontally in English, Chinese, or bilingual versions. Minimum clear space and size requirements are outlined to preserve integrity. Color versions including spot and process are specified. Approval is required before using the brand.
The document provides guidelines for using the Brand Hong Kong logo, including:
1) The logo consists of the logotype, brandline, and dragon symbol.
2) The primary signature is the full color dragon logo used horizontally. Alternate signatures are available if horizontal format is not practical.
3) The logo elements can be used individually in some designs.
4) Color, sizing, and background usage guidelines are provided to ensure proper representation of the brand.
O documento apresenta o manual de uso da Marca Brasil de 2010, com as seguintes informações essenciais:
1) Descreve as características da Marca Brasil, incluindo seu conceito, elementos, cores e fontes.
2) Explica como aplicar corretamente a marca em diferentes suportes e situações, respeitando áreas de segurança e regras de redução e convivência com outros elementos.
3) Apresenta exemplos comuns de erros a evitar na aplicação da marca.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
Valkiria Design Studio : estratégia + produto + marca + embalagemMoisés Hansen
O documento discute como o design pode ajudar as empresas a entender as necessidades dos clientes e ter sucesso no mercado. Ele explica que o design não é apenas sobre estética, mas sim sobre resolver problemas de forma funcional. A agência Valkiria oferece serviços de design de produtos, marcas e embalagens para ajudar empresas a inovarem.
This document provides guidelines for UNICEF's visual brand identity. It outlines the organization's brand style as simple, optimistic, bold and contemporary. It then details proper usage of the UNICEF logo, including approved language versions and positioning with the tagline. Typography and color palette guidelines are also presented, with the primary color being cyan and the typeface being Univers. Examples are given to illustrate correct application of these branding elements.
The document introduces a new line of organic deodorants from Axe called Botanical Essence, Tea Green, Ambre Essentiel, and Melvita Roses. It describes the key natural ingredients in each product. The document also outlines Axe's mission, vision, objectives, target markets, promotional strategies, and organizational structure.
Hindustan Unilever Limited (HUL) is a leading Fast Moving Consumer Goods (FMCG) company in India with a portfolio of brands spanning 20 product categories. HUL has over 35 brands including Lux, Lifebuoy, Surf Excel, Rin, Wheel, Closeup, Lakmé, Dove, Pond's, and Vaseline. The company has over 16,000 employees and annual turnover of around 19,401 crores. HUL's competitors include Procter & Gamble, Nestle, ITC, and Dabur. A SWOT analysis identifies HUL's strengths as its variety of products, distribution network, and brand image, while weaknesses include not focusing on
The document provides guidelines for using the Brand Hong Kong logo, including:
1) The logo consists of the logotype, brandline, and dragon symbol.
2) The primary signature is the full color dragon logo used horizontally. Alternate signatures are available if horizontal format is not practical.
3) The logo elements can be used individually in some designs.
4) Color, sizing, and background usage guidelines are provided to ensure proper representation of the brand.
O documento apresenta o manual de uso da Marca Brasil de 2010, com as seguintes informações essenciais:
1) Descreve as características da Marca Brasil, incluindo seu conceito, elementos, cores e fontes.
2) Explica como aplicar corretamente a marca em diferentes suportes e situações, respeitando áreas de segurança e regras de redução e convivência com outros elementos.
3) Apresenta exemplos comuns de erros a evitar na aplicação da marca.
Colgate toothpaste content analysis by s sreekanth and snathavi raosreekanth sadhu
The document analyzes Colgate and its competitors in the Indian toothpaste market. It finds that Colgate has the largest market share at 55% and is considered synonymous with toothpaste by most consumers. It also examines the top 5 brands, including Close-Up, Pepsodent, Sensodyne, and Dant Kanti. The report then performs a SWOT analysis on Colgate and details several of Colgate's advertising campaigns and products over time such as Colgate Active Salt and Colgate Max Fresh.
Valkiria Design Studio : estratégia + produto + marca + embalagemMoisés Hansen
O documento discute como o design pode ajudar as empresas a entender as necessidades dos clientes e ter sucesso no mercado. Ele explica que o design não é apenas sobre estética, mas sim sobre resolver problemas de forma funcional. A agência Valkiria oferece serviços de design de produtos, marcas e embalagens para ajudar empresas a inovarem.
This document provides guidelines for UNICEF's visual brand identity. It outlines the organization's brand style as simple, optimistic, bold and contemporary. It then details proper usage of the UNICEF logo, including approved language versions and positioning with the tagline. Typography and color palette guidelines are also presented, with the primary color being cyan and the typeface being Univers. Examples are given to illustrate correct application of these branding elements.
The document introduces a new line of organic deodorants from Axe called Botanical Essence, Tea Green, Ambre Essentiel, and Melvita Roses. It describes the key natural ingredients in each product. The document also outlines Axe's mission, vision, objectives, target markets, promotional strategies, and organizational structure.
Hindustan Unilever Limited (HUL) is a leading Fast Moving Consumer Goods (FMCG) company in India with a portfolio of brands spanning 20 product categories. HUL has over 35 brands including Lux, Lifebuoy, Surf Excel, Rin, Wheel, Closeup, Lakmé, Dove, Pond's, and Vaseline. The company has over 16,000 employees and annual turnover of around 19,401 crores. HUL's competitors include Procter & Gamble, Nestle, ITC, and Dabur. A SWOT analysis identifies HUL's strengths as its variety of products, distribution network, and brand image, while weaknesses include not focusing on
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company with a portfolio of over 35 brands spanning 20 categories. HUL employs over 16,000 people, had an annual turnover of around Rs. 19,401 crores in 2010-2011, and is a subsidiary of Unilever, one of the world's largest suppliers of fast moving consumer goods. HUL's purpose is to make a positive impact through its brands, operations, contributions to society, and engagement with communities while conducting business with integrity and respect.
LG entered the Indian market in 1997 and has since become a leader in various consumer electronic segments through innovative marketing strategies. Key to its success has been local manufacturing to reduce costs, product localization for the Indian market, and a wide distribution network. LG heavily promotes its products through advertising year-round and sponsoring high-profile cricket events. It has utilized India's strengths in IT and research and development.
el ipad análisis de estrategia de marketingLola Sanchez
Este documento presenta un plan de comunicación para el lanzamiento del iPad de Apple en 2010. Resume los principales puntos como: (1) Apple es líder en ordenadores, música y teléfonos; (2) el iPad es un producto revolucionario que se lanzó en mayo de 2010 en varios países; (3) el objetivo es satisfacer las demandas de los consumidores y mejorar el producto con el tiempo. También incluye un análisis DAFO y detalles sobre distribución y comunicación.
Este documento presenta la identidad de marca de Terra, incluyendo:
1) Los valores fundamentales de la marca como cercanía, compromiso y accesibilidad.
2) El símbolo de la marca "Lazo Internet" que representa la conexión global a través de un arco iris de colores.
3) Las pautas para el uso correcto del logotipo, símbolo y esquema de colores de la marca Terra.
This document provides a summary of the history and profiles of Colgate and Pepsodent toothpaste brands. It discusses the origins and founding of each company dating back to the early 1800s. Key events in each company's history and expansion are outlined, such as Colgate introducing the first toothpaste in a collapsible tube in 1896 and Pepsodent being acquired by Unilever in 1944. The document also provides a SWOT analysis and comparison of the two leading toothpaste brands.
This document proposes a smart lens product with two variants: one for monitoring blood sugar levels for diabetes patients, and one with a hidden camera for security agencies. It provides details on the product features and benefits. A SWOT analysis is presented, identifying strengths like the advanced technology and applicability in medical and security fields, as well as weaknesses around legal approval. Potential customer segments are listed, and a product pricing and distribution strategy is outlined, along with an advertising and promotion plan. Timelines and requirements for success are discussed.
This document provides an overview of Cadbury India and its leading chocolate brand Cadbury Dairy Milk. Some key points:
- Cadbury India controls over 67% of the Indian chocolate market and Dairy Milk is considered the "gold standard" chocolate brand.
- Cadbury began operations in India in 1948 and today has six manufacturing facilities and four sales offices. Its signature purple logo and packaging are highly recognizable.
- The Indian chocolate market is growing rapidly at 15-23% annually and is projected to reach 341,609 tons by 2018. However, per capita consumption remains low at 165 grams compared to other countries.
- Cadbury dominates various chocolate segments in India such as bars, count
The document provides an overview of the Horlicks brand, including:
- A brief history of Horlicks starting in the late 1800s in the US and UK and its introduction to India in the 1930s.
- Key events in its timeline such as establishing factories in various countries and launching new products.
- Facts about Horlicks popularity and market position in India.
- Its evolution through innovation, new product launches, and targeting different consumer segments.
- Strategies adopted over time including repositioning, targeting specific demographics, expanding distribution networks, and tackling competition.
Parle-G is the largest selling biscuit brand in the world that has been a part of lives of every Indian for around 75 years. Parle was established in 1929 in British India and uses a mass marketing strategy to appeal to the masses by having 14 biscuit and 5 confectionary manufacturing units. Parle practices the 5 P's of marketing - pricing, promotion, place, people, and product strategy to grow its brands like Parle-G, Monaco, Krackjack, Melody, Poppins, and Kismi which enjoy strong imagery and appeal amongst consumers by concentrating on their tastes and preferences.
- Colgate-Palmolive developed a new toothbrush called the Precision toothbrush to capture market share.
- The Precision was designed with three different length bristles to better remove plaque from different areas of the teeth compared to competitors' toothbrushes.
- Test marketing showed the Precision was effective at removing plaque and many consumers said it was more effective than their current brush and they would purchase it.
- Colgate debated whether to position the Precision as a niche product to target a subset of consumers or a mainstream product for broader appeal.
Marlboro cigarettes were originally marketed to women in the 1920s as a mild, feminine brand. In the 1950s, as health concerns grew around smoking, Marlboro transitioned its marketing to target men by featuring rugged cowboy imagery known as the "Marlboro Man." This successful campaign positioned Marlboro as a masculine brand and helped skyrocket its sales. Though later banned from TV and facing health criticisms, Marlboro has remained the top cigarette brand globally through continued innovative marketing and branding.
The document provides guidelines for using Tinut's logo and visual identity properly. The guidelines specify allowed typefaces, logo configurations, minimum logo sizes, color specifications, placement rules, and examples of proper and improper logo usage.
Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Tokyo, Japan. It was founded in 1946 and has diversified its business into consumer and professional electronics, gaming, entertainment, and financial services. Some of Sony's major products include PlayStation, Bravia TVs, Walkman, and Xperia smartphones. The document provides an overview of Sony's history, products, business strategies, and SWOT analysis.
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry.
Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.
Gartner provides unique IT research solutions to help clients make informed decisions. It has a $33 billion untapped market opportunity and aggressive growth, generating new career opportunities. As the most influential company in IT with a respected 30-year brand, Gartner offers sales professionals a world of opportunity, including top compensation, career development, and impactful work helping global businesses.
Fiama Di Wills is an Indian personal care brand launched in 2007 that offers soap, shower gels, shampoos, conditioners, serums, and deodorants. It uses natural ingredients and 4 years of research and development. The brand targets both female and male consumers with products for skin care, hair care, and bathing. It positions itself as a premium brand that provides gentle and effective care through natural extracts.
LG Electronics was established in 1958 as Goldstar in South Korea and is now a global leader in consumer electronics and home appliances. It operates manufacturing facilities in India and has a wide distribution network in the country. LG uses various quality management systems like Six Sigma and ISO 14001 to improve processes and customer satisfaction.
Dove is a skincare company aiming to make women feel comfortable in their own skin without needing plastic surgery or feeling pressure to be fake, with a mission of helping women "be beautiful, be yourself." The document outlines Dove's branding guidelines including their logo, color palette, typefaces, photography style, and dos and don'ts for proper logo usage.
It is a descriptive presentation of Sony's marketing strategies. All you need to know about the strategies of Sony corporation is here in this small presentation.
O documento apresenta uma solução de automação de processos chamada One Click Solutions da empresa Indigosoft Tecnologia. A solução permite a padronização e automação de processos de atendimento de forma multiplataforma, liberando os atendentes para focarem no relacionamento com os clientes, e prevê redução de custos.
My Chemical Romance maintains a consistent brand identity across their albums by using similar black and white military-inspired costumes that match the themes of their albums and music videos.
Three Days Grace changes the visual style of each album but keeps their iconic logo and sound, transitioning from black clothing on one album to white and purple on their latest to match the tone of the new music.
Linkin Park has updated their logo to a simpler design while still incorporating the letters "L" and "P", and while their style has evolved from brightly colored punk looks, they maintain a consistent dark aesthetic across their career.
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company with a portfolio of over 35 brands spanning 20 categories. HUL employs over 16,000 people, had an annual turnover of around Rs. 19,401 crores in 2010-2011, and is a subsidiary of Unilever, one of the world's largest suppliers of fast moving consumer goods. HUL's purpose is to make a positive impact through its brands, operations, contributions to society, and engagement with communities while conducting business with integrity and respect.
LG entered the Indian market in 1997 and has since become a leader in various consumer electronic segments through innovative marketing strategies. Key to its success has been local manufacturing to reduce costs, product localization for the Indian market, and a wide distribution network. LG heavily promotes its products through advertising year-round and sponsoring high-profile cricket events. It has utilized India's strengths in IT and research and development.
el ipad análisis de estrategia de marketingLola Sanchez
Este documento presenta un plan de comunicación para el lanzamiento del iPad de Apple en 2010. Resume los principales puntos como: (1) Apple es líder en ordenadores, música y teléfonos; (2) el iPad es un producto revolucionario que se lanzó en mayo de 2010 en varios países; (3) el objetivo es satisfacer las demandas de los consumidores y mejorar el producto con el tiempo. También incluye un análisis DAFO y detalles sobre distribución y comunicación.
Este documento presenta la identidad de marca de Terra, incluyendo:
1) Los valores fundamentales de la marca como cercanía, compromiso y accesibilidad.
2) El símbolo de la marca "Lazo Internet" que representa la conexión global a través de un arco iris de colores.
3) Las pautas para el uso correcto del logotipo, símbolo y esquema de colores de la marca Terra.
This document provides a summary of the history and profiles of Colgate and Pepsodent toothpaste brands. It discusses the origins and founding of each company dating back to the early 1800s. Key events in each company's history and expansion are outlined, such as Colgate introducing the first toothpaste in a collapsible tube in 1896 and Pepsodent being acquired by Unilever in 1944. The document also provides a SWOT analysis and comparison of the two leading toothpaste brands.
This document proposes a smart lens product with two variants: one for monitoring blood sugar levels for diabetes patients, and one with a hidden camera for security agencies. It provides details on the product features and benefits. A SWOT analysis is presented, identifying strengths like the advanced technology and applicability in medical and security fields, as well as weaknesses around legal approval. Potential customer segments are listed, and a product pricing and distribution strategy is outlined, along with an advertising and promotion plan. Timelines and requirements for success are discussed.
This document provides an overview of Cadbury India and its leading chocolate brand Cadbury Dairy Milk. Some key points:
- Cadbury India controls over 67% of the Indian chocolate market and Dairy Milk is considered the "gold standard" chocolate brand.
- Cadbury began operations in India in 1948 and today has six manufacturing facilities and four sales offices. Its signature purple logo and packaging are highly recognizable.
- The Indian chocolate market is growing rapidly at 15-23% annually and is projected to reach 341,609 tons by 2018. However, per capita consumption remains low at 165 grams compared to other countries.
- Cadbury dominates various chocolate segments in India such as bars, count
The document provides an overview of the Horlicks brand, including:
- A brief history of Horlicks starting in the late 1800s in the US and UK and its introduction to India in the 1930s.
- Key events in its timeline such as establishing factories in various countries and launching new products.
- Facts about Horlicks popularity and market position in India.
- Its evolution through innovation, new product launches, and targeting different consumer segments.
- Strategies adopted over time including repositioning, targeting specific demographics, expanding distribution networks, and tackling competition.
Parle-G is the largest selling biscuit brand in the world that has been a part of lives of every Indian for around 75 years. Parle was established in 1929 in British India and uses a mass marketing strategy to appeal to the masses by having 14 biscuit and 5 confectionary manufacturing units. Parle practices the 5 P's of marketing - pricing, promotion, place, people, and product strategy to grow its brands like Parle-G, Monaco, Krackjack, Melody, Poppins, and Kismi which enjoy strong imagery and appeal amongst consumers by concentrating on their tastes and preferences.
- Colgate-Palmolive developed a new toothbrush called the Precision toothbrush to capture market share.
- The Precision was designed with three different length bristles to better remove plaque from different areas of the teeth compared to competitors' toothbrushes.
- Test marketing showed the Precision was effective at removing plaque and many consumers said it was more effective than their current brush and they would purchase it.
- Colgate debated whether to position the Precision as a niche product to target a subset of consumers or a mainstream product for broader appeal.
Marlboro cigarettes were originally marketed to women in the 1920s as a mild, feminine brand. In the 1950s, as health concerns grew around smoking, Marlboro transitioned its marketing to target men by featuring rugged cowboy imagery known as the "Marlboro Man." This successful campaign positioned Marlboro as a masculine brand and helped skyrocket its sales. Though later banned from TV and facing health criticisms, Marlboro has remained the top cigarette brand globally through continued innovative marketing and branding.
The document provides guidelines for using Tinut's logo and visual identity properly. The guidelines specify allowed typefaces, logo configurations, minimum logo sizes, color specifications, placement rules, and examples of proper and improper logo usage.
Sony Corporation is a Japanese multinational conglomerate corporation headquartered in Tokyo, Japan. It was founded in 1946 and has diversified its business into consumer and professional electronics, gaming, entertainment, and financial services. Some of Sony's major products include PlayStation, Bravia TVs, Walkman, and Xperia smartphones. The document provides an overview of Sony's history, products, business strategies, and SWOT analysis.
One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 19 years, Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry.
Sony India is one of the most recognized consumer electronics brand in the country, with a reputation for new age technology, digital concepts and excellent after sales service. In India, Sony has its footprint across all major towns and cities in the country through a distribution network comprising of over 20,000 dealers and distributors, more than 300 exclusive Sony outlets and 25 branch locations. Sony India also has a strong service presence across the country with 365 service outlets. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Canter’ are fast becoming the most visible face of the company in India. A distinctive feature of Sony’s service is their highly motivated and well-trained staffs that provide the kind of attentive and sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to customer satisfaction and unparalleled standards of service is what differentiates us from countless competitors and reflects a true image of all that is Sony.
Gartner provides unique IT research solutions to help clients make informed decisions. It has a $33 billion untapped market opportunity and aggressive growth, generating new career opportunities. As the most influential company in IT with a respected 30-year brand, Gartner offers sales professionals a world of opportunity, including top compensation, career development, and impactful work helping global businesses.
Fiama Di Wills is an Indian personal care brand launched in 2007 that offers soap, shower gels, shampoos, conditioners, serums, and deodorants. It uses natural ingredients and 4 years of research and development. The brand targets both female and male consumers with products for skin care, hair care, and bathing. It positions itself as a premium brand that provides gentle and effective care through natural extracts.
LG Electronics was established in 1958 as Goldstar in South Korea and is now a global leader in consumer electronics and home appliances. It operates manufacturing facilities in India and has a wide distribution network in the country. LG uses various quality management systems like Six Sigma and ISO 14001 to improve processes and customer satisfaction.
Dove is a skincare company aiming to make women feel comfortable in their own skin without needing plastic surgery or feeling pressure to be fake, with a mission of helping women "be beautiful, be yourself." The document outlines Dove's branding guidelines including their logo, color palette, typefaces, photography style, and dos and don'ts for proper logo usage.
It is a descriptive presentation of Sony's marketing strategies. All you need to know about the strategies of Sony corporation is here in this small presentation.
O documento apresenta uma solução de automação de processos chamada One Click Solutions da empresa Indigosoft Tecnologia. A solução permite a padronização e automação de processos de atendimento de forma multiplataforma, liberando os atendentes para focarem no relacionamento com os clientes, e prevê redução de custos.
My Chemical Romance maintains a consistent brand identity across their albums by using similar black and white military-inspired costumes that match the themes of their albums and music videos.
Three Days Grace changes the visual style of each album but keeps their iconic logo and sound, transitioning from black clothing on one album to white and purple on their latest to match the tone of the new music.
Linkin Park has updated their logo to a simpler design while still incorporating the letters "L" and "P", and while their style has evolved from brightly colored punk looks, they maintain a consistent dark aesthetic across their career.
The document discusses various branding and marketing strategies for a magazine called "Leicester Lookbook" targeted towards 20-35 year olds in Leicester, UK. It proposes using social media platforms like Facebook, Instagram, and Twitter to engage the target audience and promote the magazine. It also suggests creating an online application for digital access, advertising on a local radio station, in cinemas, and local newspapers. Participating in charity events is mentioned as another way to promote the brand and earn positive publicity.
Product management involves conceiving ideas for new products, planning their development through testing and launch, and eventually withdrawing products from the market. It is the process of bringing products to market, from concept to launch to end of life. Product management encompasses all stages of product development and marketing.
Slide sobre Painél Semântico, técnica para montar uma parte visual do projeto antes de executá-lo na prática.
*Feito especialmente para apresentação em sala de aula, expositiva, para alunos do curso de Assistente em Programação Visual Gráfica
O documento descreve os princípios da Teoria Gestalt em design, que estuda como percebemos formas e padrões. A teoria inclui leis como unidade, segregação, unificação, fechamento, boa continuidade, proximidade, semelhança e pregnância da forma, que explicam como organizamos visualmente os elementos que vemos.
Lloyds Online Doctor Ireland Brand Guidelines August 2013Stephen Bourke
Lloyds Online Doctor is rebranding to align with its evolving business. It provides online healthcare services and wants to build trust with patients. The document outlines the company's brand identity, including its values of being welcoming, professional, honest, and pioneering. It describes the logo, colors, typefaces, and guidelines for correctly using these branding elements in communications. The rebranding aims to position Lloyds Online Doctor as the market leader in online healthcare by providing a trusted, accessible, and convenient service.
TD2 is a branding and strategic design consultancy founded in 1986 that provides services such as brand communication strategies, branding, packaging design, publications design, and online/visual identity design. They have a team of 10 specialists with experience since 1986 and expertise in strategy, creativity, and production. Their work is focused on analyzing brands and consumers to build brand differentiation and identity. They have experience working with various industries and have won international awards for their work.
Logo? Identity? Brand? - Getting the right idea & Getting the idea rightZwan Tb
The document discusses various aspects of branding including logos, brand promises, experiences, values, personalities, identities, and guidelines. It provides examples of how brands like BMW, IKEA, and MTV have evolved their logos, delivered on their promises, and established guidelines to ensure consistent branding. The key aspects that form a brand are its visual identity via logos and icons, the experiences it provides to customers and partners, and the values and personality conveyed through all interactions.
The document discusses brand concepts and strategies. It defines what a brand is - going beyond just products and attributes to something greater that connects with customers. It also discusses developing a brand identity framework and different brand strategies like extension and revitalization. A strong brand identity provides strategic vision and direction to strengthen the brand while balancing the need for consistency and change over time.
The document provides information on the Indian telecom industry and Vodafone's operations in India. Some key points:
- India's mobile subscriber base has grown from under 2 million in 2000 to over 812 million in 2011, with an annual growth rate of 73%. Vodafone has a 15% market share in India.
- Factors important to customers when choosing a provider include network quality, call rates, and value-added services.
- A brand analysis of telecom operators showed Vodafone had the strongest brand image and highest customer loyalty, though call rates were a weakness.
- The recommendations suggest Vodafone should focus on improving call rates and continuing large
1) The document discusses the evolution of brand identity and the dimensions of brand identity including identity, branding, management, communication, design, and marketing.
2) It defines visual brand identity as the visible elements like colors, design, logos, and names that identify and distinguish a brand in consumers' minds.
3) Logos are described as visual triggers for brands that activate recognition in the brain based on past experiences and knowledge about how the world is organized.
Every bustling city with global attraction has many functions and deals with many stakeholders. It’s a lot more complex to define and manage a city brand than a product brand. But if you take the right steps at the right moment and have a bit of luck at your side, you might end up with something similarly comprehensive and cohesive as the Amsterdam city brand. This presentation tells the story of how Amsterdam became an international showcase example for city branding.
Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
The North Face logo is based on Half Dome in Yosemite and features a slanted quarter-circle with lines and logotype. The brand uses a simple color palette of grays and red to evoke mountainsides. Helvetica font is used across all branding elements. The North Face sells gear for outdoor activities and focuses on innovation and sustainability. Its mission is to embody exploration and adventure. The brand is known for quality but some see it as expensive.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
We Create Brands - Branding, Graphic Design, Web Design Adelaide PortfolioWe Create Brands
Check out some of the great branding work by We Create Brands. You'll see examples of brand identity design, including company logos, graphic design, web design, packaging and wine label design, social media marketing and more.
The document provides an overview of content marketing strategies and best practices. It discusses the key factors for content marketing success, including having a documented content strategy, publishing quality content consistently, and mapping content to the consumer journey. It also discusses companies that are doing content marketing well, such as SAP's use of a "content hub" to attract early-stage leads through helpful content. The document emphasizes the importance of understanding the buyer journey and addressing prospects' needs at each stage through different content types and topics. It also stresses the importance of measuring content marketing ROI.
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
Brand architecture is the organizational structure of a company’s range of brands, sub-brands and services.
Effective brand architecture consists of an integrated system of names, symbols, colours and visuals that directly affect the consumer's thought process.
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Chap 4,choosing brand elements to build brand equityRajesh Kumar
This slide will give complete view about choosing brand element for various category in industry. As digital marketing manager i use to allow for choosing fines mode of element for our good selection of brand element.
regards
Rajesh
manager Digital maarketing
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3. P O S I T I O N I N G A N D P L AT F O R M
Hong Kong is where opportunity, creativity and
entrepreneurship converge. It is a dynamic physical and
cultural hub with world-class infrastructure, Asia's most
strategic location and a global network of people with
an impressive record of success that can support
achievement of your goals and objectives.
These core values underpin Hong Kong's positioning as
Asia's world city: Progressive, Free, Stable, Opportunity,
and High Quality.
February, 2003
4. Introduction
Guidelines for use of BrandHK The updated policy guidelines with regard • The Primary Signature with brandline These guidelines will help you reproduce
to the use of the Brand are set out below. should be used in English or Chinese. the Hong Kong identity with care,
Brand Hong Kong has come a long way The bilingual version should be used only precision and consistency.
since it was launched at the Fortune where this is necessary (see page 8).
The Uses
Global Forum on 10 May 2001. • The Brand should not appear equal in They incorporate the design features of
More than a logo, Brand Hong Kong size or weight on the same application the Brand. They also include detailed
As the official corporate identity of the
represents Hong Kong, its characteristics as the HKSAR Regional Emblem. information on colour, size and how to
Special Administrative Region,
and its core values – Progressive, Free, The HKSAR Regional Emblem should and how not to use the Brand. They can
Brand Hong Kong is:
Stable, Opportunity and High Quality. be the most dominant and the Brand be found on the following website:
• A vehicle for promoting Hong Kong
It comprises a stylised dragon, a logotype should appear as an endorsement. www.brandhk.gov.hk.
generally, and overseas;
“Hong Kong” and the brandline “Asia’s
• A ‘location’ brand identifying Hong
world city”, underscoring Hong Kong’s The guidelines are to assist you in drafting
Kong with Hong Kong related events The Guidelines
position as an international hub for designs in the most correct manner.
and organisations.
business, arts and culture. All three Approval is still required from the BrandHK
Brand Hong Kong is intended for long
elements of the Brand should be used Management Office for the use of the
The basic policies relating to the Brand are: term use. In order to protect its identity,
together as much as possible. Brand in the first instance, and for the
• It is not intended to replace the logos or and to achieve recognition and
final design.
identity of other organisations, including acceptance of the Brand, it must be used
To maintain its identity and integrity,
government departments. consistently.
Brand Hong Kong must be used according Please read this entire document before
• It is an umbrella brand meant to co-exist
to certain specifications. Each use of the starting any work that displays the Brand.
with other logos, of government as well The Brand is not simply a design feature,
Brand requires the prior approval of the
as non-government organisations, to be changed for creative or other
BrandHK Management Office (see page 1).
in a co-branding situation. reasons. And, it is not something to be
• It cannot be altered, taken over by or simply added to a completed design.
incorporated into the logos of other It should be considered an integral part of
organisations. a design from the outset, and be used in a
proper manner. There is already flexibility
in the specifications to allow it to be used
in different situations.
February, 2003
5. Contents
Permission Required 1 Approval for Usage
Basic Elements 2-3 Signature Elements
4 Primary Signature
5 Primary Signature without Brandline
6 Secondary Signature
7 Dragon Symbol
8 Primary Signature
9 Acceptable Versions of Signature
10 -11 Minimum Clear Space
12 Signature Sizes
13 Signature Colours
14 Primary Colour Palette
15 Primary Background Colours
16 - 17 The Best Signature Colour Usage
18 - 20 Unacceptable Usage
21 Secondary Colour Palette
22 - 24 Supergraphic
Fonts 25 English Typeface
26 Chinese Typeface
Design Styles 27 Design Style A
28 Design Style B
29 Design Style C
30 Signature Placement
31 Ongoing Programme
32 Transport
33 Bunting
34 Co-branding February, 2003
6. Approval for Usage
need...
Brand Hong Kong is protected by
copyright and prior approval is required for
it to be used. Final designs are also
subject to approval. The process is simple
and no forms are required. Approval for
one case or design does not imply general
approval for the use of the Brand in other
applications or situations, no matter how
similar they might be. Each proposed use
of the Brand must be submitted for
more help?
separate approval. Just email or write to
the address below with full details of your
request. Enquiries should also be directed
to the same email address:
E-mail: brandhk@isd.gov.hk
Fax: (852) 2598 7482
Tel: (852) 2842 8849
BrandHK Management Office
Information Services Department
4/F, Murray Building
Garden Road, Central
Hong Kong
1 February, 2003
8. Signature Elements
Brand Hong Kong Signature Hong Kong’s visual identity is an
important asset. It symbolizes the
characteristics of Hong Kong such as its
energy and vibrant nature. More than
a logo, its represents Hong Kong and its
core values. It must always be used in its
approved form, to maintain its identity
and integrity.
The Brand Hong Kong Signature is
composed of three elements: the Dragon
symbol, the Brand Hong Kong logotype
and the brandline.
The signature is a unique piece of artwork
– the Dragon symbol must never be
recreated, the Brand Hong Kong logotype
must never be re-typeset and the
brandline must never overwhelm the
Brand Hong Kong signature.
The proportions, as indicated on the left,
should be maintained.
Only the approved digital files can be used.
Brandline Brand Hong Kong Logotype Dragon Symbol These can be obtained from the BrandHK
Management Office.
2 February, 2003
9. Signature Elements
Brand Hong Kong Signature
Brandline Brand Hong Kong Logotype Dragon Symbol
3 February, 2003
10. Primary Signature
English Version The Primary Signature is the preferred
version of Brand Hong Kong.
The Primary Signature is the full colour
Dragon with the logotype and brandline,
used in the horizontal lock-up
(see page 8).
The Dragon symbol incorporates the
Chinese characters and English initials for
Hong Kong and must therefore always be
used in a horizontal position, and facing
Chinese Version
left to right.
“Asia’s world city” should always be used
with lower case letters for “w” and “c” –
including in all text forms such as titles,
speeches and press releases.
Bilingual Version
4 February, 2003
11. Primary Signature
without Brandline
The Primary Signature can also be used
without the brandline, “Asia’s world city”,
as shown on the left.
5 February, 2003
12. Secondary Signature
Vertical Lock-up Vertical Lock-up
When the horizontal lock-up is not
practical for your graphic requirements,
a secondary signature can be used.
The Secondary Signature is the Dragon
with the logotype used in a vertical
lock-up, as shown on the left.
The brandline cannot be used with the
vertical lock-up.
6 February, 2003
13. Dragon Symbol
The Dragon symbol may be used on its
own in special circumstances.
Examples include gift boxes, watches,
lapel pins, etc. In such cases, the Dragon
can be reproduced as an engraving,
etching, foil stamping, etc.
7 February, 2003
14. Primary Signature
1.58X
English Version 0.46X
Horizontal Lock-up
0.18X
The horizontal lock-up of the signature
X
0.85X has been created for primary usage.
This is the preferred version of the
signature for Brand Hong Kong.
1.98X 0.5X 0.86X 2.3X
The Primary Signature with brandline
should be used in English or Chinese.
The English version is to be used for a
1.58X largely English speaking audience and for
overseas audiences, in Hong Kong as well
Chinese Version 0.44X as overseas. The Chinese version is
0.2X targeted for use on applications aimed at
X
a Chinese speaking audience.
0.85X
The Bilingual version should not be used
1.58X 0.5X 0.86X 2.3X unless necessary i.e. that a single
language version cannot be understood
by the target audience.
"X", which represents the height of the
2.94X Dragon symbol, is the basis on which
other parts should be calculated to arrive
Bilingual Version 0.21X
at the correct proportions.
0.18X
0.21X
X
0.87X
2.27X 0.5X 2.24X 2.3X
8 February, 2003
15. Acceptable Versions
of Signature
1.58X 1.58X 0.4X 1.58X 0.4X
0.64X 0.64X 0.64X
0.3X 0.25X
0.85X X
0.64X
X
0.3X
0.86X 2.3X
2.3X X
2.3X
1.58X 1.58X 0.4X
0.64X 0.64X
0.3X
0.85X X
X
0.86X 2.3X
2.3X
9 February, 2003
16. Minimum Clear Space
0.5X
Always maintain the minimum clear space
around the Brand Hong Kong signature to
preserve its integrity.
X
To maintain visual clarity and to provide
0.5X maximum impact, the signature must
never appear to be linked to or crowded
0.5X 0.5X by copy, photographs or graphic elements.
The minimum clear space must never
differ proportionally from the diagrams
0.5X
demonstrated on this page and page 11.
The clear space for the Brand Hong Kong
X signature is 0.5X around the signature.
0.5X
0.5X 0.5X
0.5X
X
0.5X
0.5X 0.5X
10 February, 2003
17. Minimum Clear Space
0.5X 0.5X 0.5X
X
X
0.5X
0.5X
X
0.5X 0.5X
0.5X 0.5X
0.5X
0.5X 0.5X
0.5X 0.5X
X
X
0.5X
0.5X
0.5X 0.5X
0.5X 0.5X
11 February, 2003
18. Signature Sizes
Minimum Size with Brandline Minimum Size without Brandline To protect the integrity, legibility and
impact of the Brand Hong Kong Signature,
it must never be reproduced in sizes
smaller than those shown on this page.
For print applications of the Primary
Signature, do not use the Dragon smaller
15mm
20mm 15mm than 20mm in width. For usage of the
signature without brandline, the width of
the Dragon symbol can be reduced to
15mm. Any further reduction would
impair its legibility.
15mm
20mm 15mm
Minimum Size of Dragon alone
20mm
15mm
12 February, 2003
19. Signature Colours
Full-Colour Version (Spot Colour) Dragon Red and Dragon Yellow comprise
the signature colour palette. Spot colour
printing is the preferred option and should
Dragon Red 50%
be used as often as possible because
20% 60%
20º only these inks can reproduce the full
Spot Colour
100% Dragon Red 100% Dragon Red brightness of the signature colours.
Pantone 193C
100% Dragon Red 100% Black
Process Colour Four colour process printing may be used
18% Cyan 100% Magenta 50%
Spot Colour Gradient
100% Yellow 0% Black
50% 80% when spot colour reproduction is not
20º
RGB Value
available. Many factors can influence
R: 223 G: 22 B: 43 100% Dragon Yellow 100% Dragon Yellow accurate colour reproduction: press
process, paper stock, line screen and ink
PAN
193 TONE ® coverage.
C
• For good quality uncoated paper stock,
use a line screen of 150 lpi (lines per
inch).
Full-Colour Version (Process Colour) • For high quality brochures or coated
art paper, in general 175 lpi or higher
is the standard choice.
Dragon Yellow • For newsprint and silkscreen printing,
85 lpi screen is the normal choice.
Spot Colour 50%
Pantone 1235C 25% 60%
100% Dragon Red 100% Black 0º
The Brand Hong Kong Signature can also
Process Colour be reproduced in RGB (Red, Green and
0% Cyan 40% Magenta Process Colour Gradient 100% Dragon Yellow 100% Dragon Red
100% Yellow 0% Black Blue) for computer screen display.
RGB Value
R: 254 G: 186 B: 53
The standards for PANTONE® colours are shown in the current edition of the
PAN PANTONE® Colour formula guide. The colours shown on this page and
123 TONE ® throughout these guidelines are not intended to match the PANTONE® Colour
5C
Standards. PANTONE® is a registered trademark of Pantone, Inc.
Use actual PANTONE® chips. Do not attempt to match examples in this guide.
13 February, 2003
20. Primary
Colour Palette
Primary Colour Palette 100% Black When creating the Brand Hong Kong
Signature, use the colours specified on
Dragon Red and Yellow
Gradient this page.
100% Dragon Red The primary usage of the signature should
be of the full-colour dragon on a white
background.
Dragon Red Dragon Yellow Black
Spot Colour Spot Colour Spot Colour
Pantone 193C Pantone 1235C Black
The other three alternative Dragon
Process Colour Process Colour Process Colour
100% Black symbols shown on this page can be used,
18% Cyan 0% Cyan 0% Cyan
100% Magenta 40% Magenta 0% Magenta
100% Yellow 100% Yellow 0% Yellow 100% Dragon Red if necessary, on their respective
0% Black 0% Black 100% Black
backgrounds (see page 15).
RGB Value RGB Value RGB Value
R: 223 G: 22 B: 43 R: 254 G: 186 B: 53 R: 0 G: 0 B: 0
100% Dragon Red The primary alternative two-colour
signature with the red or yellow Dragon
symbol can be used if the full-colour
Dragon cannot be created, or does not
provide sufficient contrast against the
100% Black
background.
100% Dragon Yellow
The secondary alternative single-colour
signature with the black Dragon can be
100% Black
used if the other versions cannot be
created, or does not provide sufficient
contrast against the background and if
only one colour of ink, paint, stitching or
engraving is possible.
100% Black
100% Black Use actual PANTONE® chips. Do not
attempt to match examples in this guide.
100% Black
14 February, 2003
21. Primary
Background Colours
Primary Background Colours The Primary background colours of
Brand Hong Kong are: Red, Purple, White
and Black.
For applications such as banners and
HK Red 100% Dragon Yellow
lamp post buntings, White, HK Purple and
HK Red should be used.
HK Red HK Purple
Spot Colour Spot Colour
Pantone 485C Pantone 2603C
The different versions of the Dragon
Process Colour Process Colour
0% Cyan 70% Cyan symbol should be used against the
100% Magenta 100% Magenta
100% Yellow 0% Yellow background colours shown here.
0% Black 0% Black
RGB Value RGB Value
R: 254 G: 0 B: 12 R: 86 G: 0 B: 125 The colours of the logotype should be
HK Red 100% Black
used with the respective colour versions
of the Dragon symbol as indicated on this
page, depending on the design content.
Use actual PANTONE® chips. Do not
attempt to match examples in this guide.
HK Purple
100% HK Red 100% Black White 100% Dragon Yellow 100% Dragon Yellow White White
White Dragon Red and Yellow 100% Black Dragon Red and Yellow Dragon Red and Yellow Dragon Red and Yellow
Gradient Gradient Gradient Gradient
15 February, 2003
22. The Best Signature
Colour Usage
Primary Full-Colour Signature Primary 2-Colour Signature Changing the Logotype Colour on
Different Grey Tones
To demonstrate the most effective
20% Black
signature colour usage, we have created
the diagrams shown on the left.
30% Black For a black or grey background that is
darker than a 50% tint of black, reverse
white should be used for the logotype.
The brandline should be in the same
40% Black
colours as the Dragon symbol used as
shown on this and the following page.
50% Black
60% Black
70% Black
80% Black
90% Black
16 February, 2003
23. The Best Signature
Colour Usage
Optimal Signature Colour on Various Coloured Backgrounds For pale background colours, it is
recommended to use the full-colour
signature. The single-colour signature
with the black Dragon is also acceptable.
However, please use the single-colour
signature when the background
harmonises with the full-colour or
two-colour signature.
Tints
Pure
Low Intensities
Pantone 2603C Pantone 320C Pantone Yellow 012C Pantone Red 032C
17 February, 2003
24. Unacceptable Usage
Never flip the Dragon symbol. Never horizontally flip (whole or in part)
the Brand Hong Kong signature.
Never use the Dragon symbol in other Never reposition the elements with mixed
than a horizontal position. languages.
Never use only part of the Dragon symbol. Never reproduce the signature smaller
than the stated minimum size
(see page 12).
Never use the logotype in other than a
horizontal position.
18 February, 2003
25. Unacceptable Usage
Never rearrange the colour gradation of Never reproduce the signature on a
the symbol. background that does not offer sufficient
contrast for the signature.
Never apply a gradation to the symbol on Never create an outline around the
a two-colour version of the signature. signature.
Never reposition and resize the elements Do not put the signature “in a box”.
of the signature. The only exception is in the case of
computer hyperlinks.
Do Not reproduce the signature on Never reproduce the signature in reverse
textured or complex backgrounds. white.
19 February, 2003
26. Unacceptable Usage
Never reproduce the full-colour signature Never reproduce the signature in a way
and brandline on a background that that infringes on the minimum clear space,
harmonises with the signature colours. especially in a co-branding situation.
Never reproduce the single-colour Never reproduce the signature so it
signature and brandline on any coloured merges with another brand’s identity
background without sufficient contrast. elements.
Hong Kong Special Administrative Region Government
Never reproduce the signature on a Never use the signature next to the
photographic background that does not HKSAR Regional Emblem. If both are to
offer sufficient contrast for the signature. be used, the HKSAR Regional Emblem
must appear the most dominant and the
Brand should appear as an endorsement.
20 February, 2003
27. Secondary Colour
Palette
Secondary Colour Palette When using the secondary colour palette,
be aware of the role of the colour
in creating and capturing emotions.
This palette is designated for the
supergraphic only (see following pages).
Ideally, spot colour printing should be
Spot Colour Spot Colour Spot Colour Spot Colour Spot Colour
Pantone 704C Pantone 158C Pantone 130C Pantone 376C Pantone 2745C used as often as possible since only these
Process Colour Process Colour Process Colour Process Colour Process Colour inks can reproduce the full brightness of
30% Cyan 0% Cyan 0% Cyan 60% Cyan 100% Cyan
100% Magenta 80% Magenta 40% Magenta 0% Magenta 90% Magenta the secondary colour palette.
100% Yellow 100% Yellow 100% Yellow 100% Yellow 0% Yellow
0% Black 0% Black 0% Black 10% Black 0% Black
RGB Value RGB Value RGB Value RGB Value RGB Value Four colour process printing may be used
R: 183 G: 26 B: 29 R: 254 G: 102 B: 13 R: 255 G: 186 B: 0 R: 112 G: 188 B: 31 R: 18 G: 12 B: 128
when spot colour reproduction is not
available.
Use actual PANTONE® chips. Do not
attempt to match examples in the guide.
100% Pantone 704C
100% Pantone 130C
100% Pantone 376C
100% Pantone 2745C
100% Pantone 158C
21 February, 2003
28. Supergraphic
Options of Colour Background To reinforce the communication of Brand
Hong Kong, a supergraphic entitled “the
Spirit of the Dragon” has been created.
It is recommended for use in building
an evocative visual style for Brand Hong
Kong communications at specific levels.
Recommended primary usage is to apply HK Red Application of the supergraphic
Spot Colour
the supergraphic on White background. Pantone 485C on HK Red background is the secondary
Process Colour preferred option.
0% Cyan 100% Magenta
100% Yellow 0% Black
RGB Value
R: 254 G: 0 B: 12
HK Purple
Spot Colour
The supergraphic can appear Spot Colour
Black
The supergraphic can appear on Black
Pantone 2603C on HK Purple background for Process Colour
background for literature items only.
Process Colour environmental items. 50% Cyan 0% Magenta
70% Cyan 100% Magenta 0% Yellow 100% Black
0% Yellow 0% Black
RGB Value
RGB Value R: 0 G: 0 B: 0
R: 86 G: 0 B: 125
22 February, 2003
29. Supergraphic
Single Colour Usage In certain applications, where use
of colour is limited or inappropriate,
the supergraphic can be reproduced in
single-colour outline. The recommended
minimum line thickness for A4 size
application is 0.35point.
HK Red
The single-colour supergraphic can be created Spot Colour For photocopies and faxes, the single-colour
Spot Colour 100% Black
20% Pantone 485C using 20% tint of the HK Red or Black on a White supergraphic should be applied in 100% Black
background. on a White background.
HK Red Recommended primary usage of the single-colour Spot Colour If there is any limitation to use HK Red,
Spot Colour 80% Black
80% Pantone 485C supergraphic is 80% tint of the background Black is the alternative colour.
colour. HK Red is the preferred colour.
23 February, 2003
30. Supergraphic
Cropping Options Cropping A Typical cropping of the supergraphic is
shown on this page. If it is being applied
Cropping C on a surface where there are gaps (such as
the windows of a vehicle or vessel), it is
not necessary to crop the graphic.
Cropping B
Vertical Cropping
Cropping D
Cropping B is the cropping of the supergraphic
on horizontal applications. It should be placed The supergraphic can be applied vertically with
at the centre of the application. orientation as indicated above.
Flipped Cropping
Cropping C is the cropping of the
supergraphic when it is used on the bottom of
an application.
Cropping D is the cropping of the
Cropping A is the preferred cropping of the supergraphic when it is applied on the top of
All cropped supergraphics can be flipped horizontally,
supergraphic on applications with plenty of vertical an application.
but not rotated. Moreover, the flipped options are
space. It should be placed at the centre of the meant as a secondary option only.
application.
24 February, 2003
32. English Typeface
Primary Typeface Secondary Typeface The primary typeface is Frutiger,
a simple and contemporary type style
that complements the Dragon symbol.
Frutiger 45 Light Eurostile Medium The secondary typeface is Eurostile,
which is a striking modern typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
that evokes the image of the traditional
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Chinese stamp. Eurostile was chosen for
1234567890@#$%^&*!?/:;.”{ }[ ]( ) 1234567890@#$%^&*!?/:;.”{ }[ ]( )
its clear balance and strong contrast.
Frutiger 55 Roman Eurostile Demi These typefaces must be used across all
Brand Hong Kong applications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890@#$%^&*!?/:;.”{ }[ ]( ) 1234567890@#$%^&*!?/:;.”{ }[ ]( )
Frutiger 65 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890@#$%^&*!?/:;.”{ }[ ]( )
Frutiger 75 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890@#$%^&*!?/:;.”{ }[ ]( )
25 February, 2003
33. Chinese Typeface
Primary Typeface Monotype Hei was chosen as the key
Chinese typeface for Brand Hong Kong.
Monotype Hei Family The variety of thickness within
the Hei family provides a good range
of expression.
26 February, 2003
35. Design Style A
Signature Size Relationship Design Style A
Design style A should be used on
occasions when the purpose is to promote
the Brand or Hong Kong itself.
The primary placement of the Brand Hong
75%
Kong Signature is the upper right hand
corner. The signature may be placed in
the centre or other prominent positions on
applications with limited width such as
banners and backdrops, to show it at
its best.
25%
27 February, 2003
36. Design Style B
Signature Size Relationship Design Style B (Government Use)
If the Brand is to be used for general
applications, it should be placed in a
supporting rather than dominant position.
75%
Design Style B should be used for any
promotional activity organised or
sponsored by HKSAR Government
departments and agencies.
An example of the appropriate placement
25% of the Brand is shown on the left.
28 February, 2003
37. Design Style C
Signature Size Relationship Design Style C (Non-Government Use)
Design style C is for use for
non-government applications.
In such cases the Brand should also be
used in a supporting role.
The Brand Signature must be visually
75%
equal in weight with sponsors’ signatures.
In all co-branding situations, there must
be a clear space between Brand Hong
Kong and other symbols.
25%
Forum Sponsors Host Sponsor Official Airline
29 February, 2003
38. Signature Placement
Cover There are unlimited options for signature
1 A Co. A Co.
placement for Design Style B and C.
Shown on the left are several situations
that demonstrate the preferred position of
the Brand.
Please follow the number preferences as
shown respectively.
3 2 3 1 2 2 1 3 1 2
Back Cover
1 2 1 1
30 February, 2003
39. Ongoing Programme
These photographs show the range of
collateral on which the Brand Hong Kong
design was used by the Government for
the launch of Hong Kong's new visual
identity in May 2001. As can be seen,
the concept reflects the dynamism of
Hong Kong, thus having an instant impact
on the beholder. The Government will
continue to promote Brand Hong Kong
here and overseas, and to develop new
ways of doing it, in the years to come.
But it is important for the elements of the
Brand to be applied in a consistent way,
for it to maintain its identity and to
become widely recognisable as the symbol
for Hong Kong.
31 February, 2003