2. Key Design Elements

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1 2. Key Design Elements 2. Key Design Elements

2 CONTENT 2. Key Design Elements 2.1 Overview 2.2 Logo 2.3 Colour 2.4 Key Graphic 2.5 Imagery 2.6 Typography

2.1 OVERVIEW In a Visual Identity System, several design elements work together to

Together, these elements are referred to as the Key Design Elements.

that is uniquely SMU. The following pages describe these elements in detail.

3 2.1 OVERVIEW In a Visual Identity System, several design elements work together to form a strong set of tools to ensure a consistent and unique look for a brand. Together, these elements are referred to as the Key Design Elements. Each element is designed to contribute to a holistic system that strongly reflects the brand. While each element creates visual impact on its own, they combine to create a look that is uniquely SMU. The following pages describe these elements in detail. COLOURS Pantone 2766 Pantone 873 KEY GRAPHIC FONTS Trade Gothic ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz IMAGERY Visual Identity System Guidelines Key Design Elements 2.1

4 1. Introduction THE SYMBOL SMU s majestic Tangram Lion represents Leadership, Strength, Dignity, Wisdom and Loyalty. The Lion Symbol is the father figure who provides wisdom and guidance, reflecting the country s original name of Singapura or Lion City. His face is described through a stylised tangram (a Chinese wisdom puzzle made up of seven triangular pieces). The Symbol has been meticulously created to convey the University s position at the forefront of tertiary education in business, and technology, Social sciences and its strategic partnerships. THE COLOURS The deep blue is strong and classic. It is legible and authoritative; conveying a sense of clear direction of this powerful, stable colour. It is cool, confident and dignified. The use of gold in the identity brings in a combination of richness and lightness. It is also a counterbalance to the dark blue. Gold is at the opposite end of the colour spectrum to dark blue. As such, the colours complement each other. The combination of these two colours also reflects Singapore s history as a mercantile trading seaport, Gold for Wealth and Blue for the Sea that makes it possible. Visual Identity System Guidelines Key Design Elements 2.2.1

5 2. Overview of SMU Signature Family FORMAL OPERATIONAL SIGNATURE DUAL LANGUAGE SIGNATURE CEREMONIAL SEAL FORMAL OPERATIONAL SIGNATURE DUAL LANGUAGE SIGNATURE BUSINESS CARD SIGNATURE Visual Identity System Guidelines Key Design Elements 2.2.2

6 3. Signature Usage This page summarises the main versions of the Signature in use. A wide range of formats are available to maximise its impact on any application. FORMAL OPERATIONAL SIGNATURES The Formal Operational Signatures must be used in corporate materials, presentations, stationery, letterheads, advertising and promotions. CEREMONIAL SEAL The Ceremonial Seal is for special usage only, ie. degree certificates, ceremonial occasions, commencement materials and merchandise. FORMAL OPERATIONAL SIGNATURE FORMAL OPERATIONAL SIGNATURE USAGE: CORPORATE MATERIALS PRESENTATIONS STATIONERY LETTERHEADS ADVERTISING PROMOTIONS THE CEREMONIAL SEAL USAGE: DEGREE CERTIFICATES CEREMONIAL OCCASIONS COMMENCEMENT MATERIALS MERCHANDISE Visual Identity System Guidelines Key Design Elements 2.2.3

7 4. Single-Language Signatures The Formal Operational Signatures are considered single-language Signatures. Each Signature comprises three parts: A symbol referred to as the Tangram Lion A logotype consisting the capital letters S, M and U The full name of the University Singapore Management University Together these create the singlelanguage Signatures. They come in both horizontal and vertical formats. This is the preferred option. This version includes the SMU initials as well as the full name. The logotype and full name are placed on the right of the symbol. The full name appears in two lines. FILE NAME: FOS_H In this version, all parts are centred and the logotype and full name are placed below the symbol. The full name appears in two lines. FILE NAME: FOS_V TYPOGRAPHY The font used in the logotype and name is Trajan. Visual Identity System Guidelines Key Design Elements 2.2.4

8 5. Dual-Language Signatures The Dual-Language Signatures include a Chinese translation of the university s name placed below the English name. They come in both horizontal and vertical formats. The logotype, as well as English and Chinese names, are placed on the right of the symbol. The English name appears in two lines while the Chinese name is placed below it in one line. All parts are centred, with the logotype, as well as English and Chinese names placed below the symbol. The English name appears in two lines while the Chinese name is placed below it in one line. FILE NAME: DLS_H TYPOGRAPHY The logotype and English name are set in Trajan. FILE NAME: DLS_V The Chinese name is set in a modified version of Han Yi Zhong Hei Jian. Visual Identity System Guidelines Key Design Elements 2.2.5

9 6. Ceremonial Seal As the name suggests, the Ceremonial Seal is reserved to mark ceremonial occasions such as awarding of certificates and honourable recognition and acknowledgement to specialists in various fields. We recommend its usage on a restricted range of official insignia, documents and papers, and on the Ceremonial Mace and Medallion. The Seal comprises a special version of the SMU logo within a circle with the words Singapore Management University written around it in a circular form. On occasions when the Ceremonial Seal is hot stamped on paper, it will appear in one colour as a golden embossed seal. SMU GOLD PANTONE 873 PROCESS 40C 50M 80Y 10K 118R, 112G, 76B A guideline for its application is as follows: ACTUAL SIZE CEREMONIAL FUNCTION Mace Presidential Chain of Medallion Ceremonial Seal OPERATIONAL FUNCTION Degree Certification Commencement Merchandise For operational functions, usage of ceremonial seal is subject to management approval. Visual Identity System Guidelines Key Design Elements 2.2.6

10 7. Construction Grid, Single-Language Signatures A grid is provided as a measurement and proportional relationship reference for manual reproduction purposes where photo-reproduction is not possible. It helps maintain the proportion of the elements such as painted application on hoardings and signage Visual Identity System Guidelines Key Design Elements 2.2.7

11 8. Construction Grid, Dual-Language Signatures A grid is provided as a measurement and proportional relationship reference for manual reproduction purposes where photo-reproduction is not possible. It helps maintain the proportion of the elements such as painted application on hoardings and signage Visual Identity System Guidelines Key Design Elements 2.2.8

12 9. Clearspace, Single-Language Signatures To ensure that the Signature or Logotype is clearly visible and easily distinguishable, an area of Clearspace is required around the Signature to keep it free from any other visual distraction or interference. In both the horizontal and vertical presentations, the Clearspace would be equal to the height of the letters SMU (illustrated at right by repetition of lighter-coloured SMU border). NOTE: This clearspace is unique to the Formal Operational Signatures. Visual Identity System Guidelines Key Design Elements 2.2.9

13 10. Clearspace, Dual-Language Signatures To ensure that the Signature or Logotype is clearly visible and easily distinguishable, an area of Clearspace is required around the Signature to keep it free from any other visual distraction or interference. In both the horizontal and vertical presentations, the Clearspace would be equal to the height of the letters SMU (illustrated at right by repetition of lighter-coloured SMU border). NOTE: This clearspace is unique to the Formal Operational Signatures. Visual Identity System Guidelines Key Design Elements

14 11. Preferred Positions The preferred position of the Signature is either top right or centred. The preferred positions of Formal Operational Signatures are: 2 The preferred position is top right and the Typography is in three lines to the right of the Symbol. The Clearspace above the Signature is double the height of the Typography SMU, while the Clearspace on both sides and below the Signature is the height of the Typography SMU. The preferred position is centred and the Typography is in three lines below the Symbol. The Clearspace above the Signature is double the height of the Typography SMU, while the Clearspace on both sides and below the Signature is the height of the Typography SMU. 2 Visual Identity System Guidelines Key Design Elements

15 12. Unacceptable Usage As the Signature is created specially to present a strong visual element, it is imperative that we avoid the examples given on this page. These illustrate the unacceptable variations of the usage of the Signature. NO DISTORTION OF SHAPE NO TILTING OF SIGNATURE NO USE OF SYMBOL AS SINGLE APPLICATION NO OUTLINE VERSION NO INTERCHANGING OF COLOURS NO INTRUSION INTO CLEARSPACE BY ANY OTHER ELEMENTS NO POSITIONING ONTO BUSY BACKGROUNDS NO RECONFIGURATION OF TYPOGRAPHICAL ELEMENT NO REARRANGING OF SIGNATURE ELEMENTS Visual Identity System Guidelines Key Design Elements

16 13. Single-Colour Versions SINGLE-COLOUR Single-colour usage comprises SMU Blue and SMU Gold. In cases of Process Colour reproduction, the SMU Blue and SMU Gold can be used as shown on the right. BLACK & WHITE The Signature may be represented in simple Black & White or Monochrome (shades of Gray). SINGLE COLOUR SIGNATURES USING SINGLE PANTONE OR PROCESS COLOUR SMU BLUE PANTONE 2766 PROCESS 100C 94M 0Y 47K SMU GOLD PANTONE 873 PROCESS 40C 50M 80Y 10K BLACK & WHITE SIGNATURES Visual Identity System Guidelines Key Design Elements

14. Coloured Backgrounds The Signature may be presented on various coloured backgrounds. What is critical is that the Signature is visible with maximum clarity.

17 14. Coloured Backgrounds The Signature may be presented on various coloured backgrounds. What is critical is that the Signature is visible with maximum clarity. Depending on the tone and colour of the background, the Signature has to be varied in relation to it. Against darker colours, the Signature will be in reverse white. Against lighter colours, it will be printed in positive. Please ensure that the background is of a similar tonal value, ie. all tones are either light, where the single-colour version of the Signature is used, or dark, where the Signature is reversed out. Avoid busy/high contrast backgrounds, ie. light areas and dark areas (see Page for Unacceptable Usage). On dark coloured backgrounds The Signature is reversed out On mid-toned backgrounds The Signature is reversed out On light coloured backgrounds The single coloured version of the Signature is used. Visual Identity System Guidelines Key Design Elements

18 15. Correct Usage on Varying Backgrounds The examples on the right show the use of the Signature on varying light to dark tint backgrounds. 10% Black 10% Black 90% 10% Black 30% Black 70% This guide is a reference for establishing the value or contrast on black and white backgrounds. It is particularly important if you are considering reproduction in newspapers or other single colour applications. 20% 20% 100% 20% 40% 80% Please note the recommendation for the application of two colours and single colour Signatures. In both cases, maximum background tints are specified and must not be exceeded in order to maintain legibility. Two Colour version may only appear on backgrounds with up to 20% tint. 30% 30% 50% 90% Single Colour Gold version may only appear on backgrounds from 10% to 30% tint and from 90 to 100%. Single Colour Blue version may only appear on backgrounds with up to 30% tint. 60% 100% Black and White or Reverse White logos may only appear on the above specified tints. Visual Identity System Guidelines Key Design Elements

19 2.3 COLOUR 1. Corporate Colours Corporate Colours play an important role in projecting a recognisable brand identity for the University. Use of the two corporate colours is critical when reproducing the University Signature. These are henceforth known as: SMU Blue SMU Gold SMU BLUE The deep blue colour is strong and classic. It is legible and authoritative; conveying a sense of clear direction of this powerful stable colour. It is cool, confident and dignified. SMU GOLD The use of gold in the identity brings in a combination of richness and lightness. It is also a counterbalance to the dark blue. Gold is at the opposite end of the colour spectrum. As such the colours complement one another. Visual Identity System Guidelines Key Design Elements 2.3.1

20 2.3 COLOUR 2. School Colours Each of the schools within the University has its own official colour to visually identify it. These are critical when reproducing the School Signatures: SCHOOL OF ACCOUNTANCY LEE KONG CHIAN SCHOOL OF BUSINESS SCHOOL OF ECONOMICS SCHOOL OF INFORMATION SYSTEMS SCHOOL OF LAW SCHOOL OF SOCIAL SCIENCES SCHOOL OF ACCOUNTANCY Warm Red LEE KONG CHIAN SCHOOL OF BUSINESS Warm Blue SCHOOL OF ECONOMICS: Deep Turquoise SCHOOL OF INFORMATION SYSTEMS Deep Yellow SCHOOL OF LAW Royal Purple SCHOOL OF SOCIAL SCIENCES Emerald Green This colour has been selected to create a warm and positive impression for the School. It has a rich colour; bold, powerful and compelling. But this red has a softness that balances the energy of the colour. It is auspicious (red) but not garish. It has a sense of quality, yang, thoughtfulness, richness and power. This School will be represented by a warm deep blue colour that will work comfortably with the dark blue and gold of the SMU identity. The blue is vibrant enough to appeal to students, yet calm and collected enough to reflect the prestige and power of the School and the lessons within it. It is an unusual blue in that there is a hint of magenta in the colour to keep the ying from overpowering the viewer. This cool ying colour has been selected to complement the deep red. The calmness and richness of the bluegreen evokes the sense of introspection and calm reflection inherent in study and learning. The turquoise colour is fresh without being too bright, cool, without being cold. This School will be represented by a deep, almost royal golden yellow. The colour speaks of sunshine, light and warmth. It is deep enough to allow the white letters to be read (usually inherently difficult). It will appeal to the students and faculty alike and act as a bright, spirited counterpoint to the deeper colours of the other Schools. A deep purple was chosen for this School for its associations with dignity and wisdom. A powerful colour, purple is often used by royalty and dignitaries on important occasions, and connotes nobility and ceremony. Purple combines the stability (yin) of the blue and the energy (yang) of the red to form a confident and inspiring symbol for the School. This rich, lush colour has been chosen for its associations with growth and new hope, providing a fertile environment nurturing young minds. Balanced by soothing yin properties, Emerald Green is brimming with vitality supporting, encouraging and propelling students in their ambitions. Visual Identity System Guidelines Key Design Elements 2.3.2

21 2.4 KEY GRAPHIC The Tangram Banner The SMU Key Graphic is referred to as the Tangram Banner. Its design is inspired from the tangram shapes in the SMU Logo. To suit different entities and collateral types, the Tangram Banner comes in a variety of configurations, depending on where it is applied. ORIGINS: TANGRAM SHAPES FROM SMU KEY GRAPHIC: TANGRAM BANNER (FOOTPRINT) APPLICATION: LAYOUT TEMPLATES IN VARIOUS CONFIGURATIONS Apart from adding a distinctive look to all our communications materials, the Tangram Banner also serves as a way to create a hierachy of information. This hierachy system is designed to cater to and recognise various departments within the University s ecosystem and their relationship with, and contribution to, the master brand. Please refer to the application sections of this guide for specific instructions on how to apply the Tangram Banner. Visual Identity System Guidelines Key Design Elements 2.4

2.5 IMAGERY Principles Main images must be

imagine the possibility of making things

We should always avoid using images that

Here are some guidelines to selecting or

engaged and positive-looking Use natural

22 2.5 IMAGERY Principles Main images must be inspirational and encourage the viewer to imagine the possibility of making things better. We should always avoid using images that do not express an idea. Here are some guidelines to selecting or producing main images: SUBJECTS Always engaged and positive-looking Use natural poses Always show people in settings related to their field of study STYLE Natural lighting and colour tones Off-centred, subject focus Low depth-of-field with distinct foreground, middleground and background elements Visual Identity System Guidelines Key Design Elements 2.5

23 2.6 TYPOGRAPHY Overview One of the key factors in visual system is the use of the typestyle for text or running copy. Using a consistent family of typefaces visually reinforces the identity of SMU. The typefaces selected here are as much for their legibility as for their significance in specific uses. CORPORATE TYPEFACES BODYCOPY TYPEFACES The examples on the right show the primary typefaces for Corporate and Bodycopy usage. CORPORATE TYPEFACES Trajan is the main font used in conjunction with the Singapore Management University Signature. It has a classical appeal yet conveys a contemporary look. Trade Gothic is the font used for applications. WEB AND ADMIN TYPEFACE CHINESE TYPEFACE BODYCOPY TYPEFACE Trade Gothic is the supporting sans serif font used in general text applications. It is recommended for use as a body text in brochures and printed collateral and approved for advertising, print, stationery address blocks and tagline. SIGNAGE TYPEFACES Trade Gothic in its variant forms (Roman, Bold No.2, Oblique) may also be used for general office administrative purposes for example; namecards, faxes or memos. Visual Identity System Guidelines Key Design Elements 2.6

24 For more information, please contact: Office of Corporate Communications and Marketing Singapore Management University Administration Building 81 Victoria Street Singapore

Corporate Style Guide

Corporate Style Guide Contents Our Brand Identity 1 The Elements 2 Colours 3 Typefaces 8 Unacceptable Applications 11 corporate style guide Our Brand Identity The Iluka brand identity represents the purpose