2. Key Design Elements - Singapore Management University · 13. Single-Colour Versions...

2. Key Design Elements

2. KEY DESIGn ELEMEnTS

2.1

Visual Identity System Guidelines | Key Design Elements 2.1

In a Visual Identity System, severaldesign elements work together to form astrong set of tools to ensure a consistentand unique look for a brand. Together,these elements are referred to as theKey Design Elements.

Each element is designed to contributeto a holistic system that strongly reflectsthe brand. While each element createsvisual impact on its own, they combineto create a look that is uniquely SMU.

The following pages describe each ofthese elements in detail.

OVERVIEW

IMAGErY

LOGO

COLOUrS

KEY GrAPhIC

FOnTS

Trade Gothic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Pantone 2766 Pantone 873

2.2

Visual Identity System Guidelines | Key Design Elements 2.2.1

LOGO1. Introduction

ThE SYMBOLSMU’s majestic Tangram Lion‚ represents Leadership, Strength, Dignity, Wisdom andLoyalty.

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 throughn 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, technology, and social sciences, and in strategic partnership with leading Universities overseas.

ThE COLOUrSThe 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.

2.2


LOGO2. Overview of SMU Signature Family

FOrMAL OPErATIOnAL SIGnATUrEhOrIZOnTAL FOrMAT

DUAL LAnGUAGE SIGnATUrEhOrIZOnTAL FOrMAT

BUSInESS CArD SIGnATUrE

FOrMAL OPErATIOnAL SIGnATUrEVErTICAL FOrMAT

DUAL LAnGUAGE SIGnATUrEVErTICAL FOrMAT

CErEMOnIAL SEAL

2.2


LOGO3. 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 materialsand merchandise.

ThE CErEMOnIAL SEAL

USAGE: • CORPORATE MATERIALS• PRESENTATIONS• STATIONERY• LETTERHEADS• ADVERTISING• PROMOTIONS

USAGE: • DEGREE CERTIFICATES • CEREMONIAL OCCASIONS • COMMENCEMENT MATERIALS• MERCHANDISE

FOrMAL OPErATIOnAL SIGnATUrEhOrIZOnTAL FOrMAT

FOrMAL OPErATIOnAL SIGnATUrEVErTICAL FOrMAT

2.2


LOGO4. 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 single-language Signatures. They come in both horizontal and vertical formats.

hOrIZOnTAL FOrMAT 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.

VErTICAL FOrMAT 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.

TYPOGrAPhYThe font used in the logotype and name is Trajan.

VErTICAL FOrMAT

FILE NAME: FOS_V

hOrIZOnTAL FOrMAT

FILE NAME: FOS_h

nAMECArD FOrMAT

2.2


LOGO5. Dual-Language Signatures

VErTICAL FOrMAT

FILE NAME: DLS_V

hOrIZOnTAL FOrMAT

FILE NAME: DLS_h

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.

hOrIZOnTAL FOrMAT 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.

VErTICAL FOrMAT 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.

TYPOGrAPhYThe logotype and English name are set in Trajan.

The Chinese name is set in a modifiedversion of Han Yi Zhong Hei Jian.

nAMECArD FOrMAT

2.2


LOGO6. 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 specialistsin 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.

A guideline for its application is as follows:

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.

ACTUAL SIZE

SMU GOLD PANTONE 873PROCESS 40C 50M 80Y 10K118R, 112G, 76B

2.2


LOGO7. 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.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

0.5X

0.5X

2X

X

X

2.2


LOGO8. 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.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

0.5X

0.5X

0.5X

0.5X

0.5X

2X

X

X

2.2


LOGO9. 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 Signatureto 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 repetitionof lighter-coloured SMU border).

NOTE: This clearspace is unique to the Formal Operational Signatures.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

X

X

X

X

X

X

X

X

2.2


LOGO10. 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 Signatureto 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 repetitionof lighter-coloured SMU border).

NOTE: This clearspace is unique to the Formal Operational Signatures.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

X

X

X

X

X

X

X

X

2.2


LOGO11. Preferred Positions

The preferred position of the Signature is either top right or centred.

The preferred positions of Formal Operational Signatures are:

hOrIZOnTAL FOrMATThe 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 theSignature is the height of the Typography ‘SMU’.

VErTICAL FOrMATThe preferred position is centredand 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 belowthe Signature is the height of the Typography ‘SMU’.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

2X

X

X

X

X

2X

X

X

X

2.2


LOGO12. 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 OUTLInE VErSIOn

nO POSITIOnInG OnTOBUSY BACKGrOUnDS

nO TILTInG OF SIGnATUrE

nO InTErChAnGInG OF COLOUrS

nO rECOnFIGUrATIOn OFTYPOGrAPhICAL ELEMEnT

nO USE OF SYMBOL AS SInGLE APPLICATIOn

nO InTrUSIOn InTO CLEArSPACEBY AnY OThEr ELEMEnTS

nO rEArrAnGInG OFSIGnATUrE ELEMEnTS

2.2


LOGO13. 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).

SMU BLUEPANTONE 2766PROCESS 100C 94M 0Y 47K

BLACK & WhITE SIGnATUrES

SInGLE COLOUr SIGnATUrES USInG SInGLE PAnTOnE Or PrOCESS COLOUr

SMU GOLD PANTONE 873PROCESS 40C 50M 80Y 10K

2.2


LOGO14. 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 2.2.12 for Unacceptable Usage).

On dark-coloured backgroundsThe Signature is reversed out

On mid-toned backgroundsThe Signature is reversed out

On light-coloured backgroundsThe single coloured version of theSignature is used.

2.2


LOGO15. Correct Usage on Varying Backgrounds

The examples on the right show the use of the Signature on varying light to dark tint backgrounds.

This guide is a reference for establishing the value or contrast on black and whitebackgrounds. It is particularly important if you are considering reproduction in newspapers or other single colour applications.

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 versionmay only appear onbackgrounds with upto 20% tint.

Single Colour Goldversion may only appear on backgrounds from 10% to 30% tintand from 90 to 100%.

Single Colour Blueversion may only appear on backgrounds with up to 30% tint.

Black and Whiteor Reverse Whitelogos may only appearon the abovespecified tints.

10%Black

10%Black

10%Black

30%Black

70%90%

20% 20% 20% 40% 80%100%

30% 30% 50%

60%

90%

100%

2.3


Corporate Colours play an important role in projecting a recognisable brand identity for the University. Use of the two corporate coloursis critical when reproducing the University Signature. These are henceforth known as:

• SMU Blue

• SMU Gold

SMU BLUEThe 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 GOLDThe 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.

COLOUR1. Corporate Colours

2.3


COLOUR2. 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 ACCOUnTAnCYWarm Red

LEE KOnG ChIAn SChOOL OF BUSInESSWarm Blue

SChOOL OF ECOnOMICS:Deep Turquoise

SChOOL OF InFOrMATIOn SYSTEMSDeep Yellow

SChOOL OF LAWRoyal Purple

SChOOL OF SOCIAL SCIEnCESEmerald Green

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.

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 blue-green 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.

SChOOL OF ACCOUnTAnCY

SChOOL OF InFOrMATIOn SYSTEMS

LEE KOnG ChIAn SChOOL OF BUSInESS

SChOOL OF LAWSChOOL OF ECOnOMICS

SChOOL OF SOCIAL SCIEnCES

2.4


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.

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.

KEY GRAPHICThe Tangram Banner

OrIGInS: TANGRAM SHAPES FROM SMU LOGO

KEY GrAPhIC: TANGRAM BANNER(FOOTPRINT)

APPLICATIOn:LAYOUT TEMPLATES IN VARIOUS CONFIGURATIONS

2.5


IMAGERY

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, not looking at camera

• 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 planes

Principles

2.6


TYPOGRAPHYOverview

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.

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.

BODYCOPY TYPEFACETrade 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.

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.

COrPOrATE TYPEFACES

BODYCOPY TYPEFACES

ADMIn TYPEFACE

ChInESE TYPEFACE

SIGnAGE TYPEFACES

Arial is the approved typeface for use in official correspondencesuch as emails, letters and presentation slides.

2.7


TYPOGRAPHYDigital TypefaceApplication

Oswald Regular and Open Sans Regular are the available web-fonts to be used and synchronised across all digital communications.

Arial can be used as an alternative typeface only when the following scenarios occur:

• The system does not supportGoogle fonts

• No option to import Oswald Regularand Open Sans Regular intothe system

• No way to edit the source code of theassets being created

Please download the fonts here

NOTE:

The above mentioned typefaces are available in digital font files for system installation purposes.

PrIMArY TYPEFACE

ALTErnATIVE TYPEFACE

Quick fox jumps nightly over wizard




HEADLINES, TITLES, BUTTON TEXT – OSWALD REGULAR

HEADLINES – ARIAL BOLD

BODY COPY – OPEN SANS REGULAR

BODY COPY – ARIAL REGULAR

2. Key Design Elements - Singapore Management University · 13. Single-Colour Versions...

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