Brandmark Manual 030715

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    Brandmark Manual

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     The celebration of Visit Malaysia

    2014 is one of the country’s

    efforts to promote Malaysia as

    a popular tourism destination

    in line with the Malaysia

     Tourism Transformation Plan

    2020, where the country has

    set a target of 36 million

    tourist arrivals with a revenue

    of RM168 billion. It is also

    to create awareness among

    Malaysians about the Visit

    Malaysia 2014 campaign and to

    provide a value-added experience

    for tourists.

    Communications Objective:

     To create synergy and alignment

    to the country’s new masterbrand

    and logo, for the audience to

    re-energise, rethink and

    reconsider Malaysia as their

    next holiday destination.

    Primary Message:

    Malaysia offers you rich and

    authentic cultural travel experiences.

    Secondary Message:

    Malaysia offers a diversity of tourism

    experiences found nowhere else.

    Introduction

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    ContentsThe Brandmark 5

    Visit Malaysia Year 2014 Logo Rationale 6

    Preferred Versions 7

    Restricted Versions 8

    Clear Space and Minimum Size 9

    Incorrect Usage 10

    Colours 11

    Typography 12

    Brand Malaysia Visual Elements 13Brand Applications 14

    Acknowledgement 18

     

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    The Brandmark 

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    Visit Malaysia Year 2014Logo Rationale

      The Visit Malaysia Year 2014 logo symbolises the very best that Malaysia has to offer as anaward-winning, world-renowned travel destination. The design incorporates a variety of colours,

    reflecting the myriad of travel experiences that await visitors to Malaysia. The geometry which

    radiates an outward energy signifies Malaysia’s increasingly strong positioning, having recently risen

    up the ranks in global benchmarks such as CNN, Forbes Online and United Nations World Tourism

    Organisation. The logo is accompanied by the well-recognised tagline, “Truly Asia”, which attracts

    visitors to experience Malaysia’s multi-faceted cultural composition.

     The meaning of this tagline encompasses Malaysia’s old-world charm, dovetailed with the exciting

    and vibrant modernisation of an advancing country and region. The new logo is derived from the

    larger Malaysia Endless Possibilities brand idea, which made its international debut at the World

    Economic Forum in January 2013. The brand idea encapsulates all that Malaysia has to offer to

    investors, tourists and its people. The Malaysia Endless Possibilities logo symbolises the idea of

    togetherness conveyed in its 14-point star made up of interlocked “M” and “Y” characters.

     The 14-point star draws its colours from Malaysia’s flag and echoes the Federal Star, signifying unity

    between the Federation and its member states.

    As a country with international icons such as the Petronas Twin Towers and international franchises

    such as Legoland, but still preserving the authentic charm found in destinations such as Melaka and

    Penang; the new logo identity showcases the refreshed vibrancy, dynamism, diversity as well as the

    contrasts found in Malaysia.

     Following its introduction, the Malaysia Endless Possibilities brand idea and the logo has been

    included as part of the country’s external facing communications. This is to ensure the

    standardisation of Malaysia’s communications to external audiences to create a more vibrant and

    relevant logo that will attract today’s travellers and tourism industry partners alike.

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    As much as possible, the fullcolour version of the logo shouldbe used and applied.

     The Brandmark 

    FULL COLOUR

    OFFSET PRINTING

    DIGITAL PRINTING

    SILK-SCREEN PRINTING

    EMBROIDERY

    FLAT COLOUR

    Logo | Preferred Versions

     THE WHITE KEYLINE

    BRANDMARK VERSION SHOULD

    BE USED WHEREVER THE

    BRAND IS ON A DARK AND LOW

    CONTRAST BACKGROUND.!

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    Logo | Restricted Versions

    GREYSCALE

    OFFSET PRINTING

    DIGITAL PRINTING

    NEWSPRINT

    FAX

    NEWSPRINT

    RUBBER STAMP

    SANDBLASTING

    SILK-SCREEN

    ONE COLOUR

     The Brandmark 

     There may be situations in which

    the full colour version cannot be

    used, perhaps due to production

    or media limitations.

    In these situations, use one of the

    other versions shown on this page.

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    Clear Space & Minimum Size

    12 mm

     THE MINIMUM SIZE IS INTENDED

     TO PRESERVE THE LEGIBILITY OF

    MALAYSIA’S BRANDMARK. AS SUCH,

     THE ESTABLISHED DIMENSIONS

    MUST BE RESPECTED. THE MEASURE

    INDICATED ABOVE IS THE MINIMUM

    SIZE FOR APPLICATIONS IN GENERAL

    GRAPHIC PIECES.

    !

     The Brandmark 

     To ensure the visual impact

    and legibility of the logo, the

    specifications regarding clear space

    and minimum dimensions presented

    in this guide must be respected.

    Clear space refers to the area

    around the logo that should remain

    clear of visual clutter and therefore

    allow the logo to appear clearly.

     The measurement for this area is

    based on the internal height of the

    letter “A” in Malaysia, as illustrated.

    Whenever possible the clear space

    should be increased. It must

    never be decreased and NO other

    elements should be positioned

    within this space.

    Minimum Size

    Clear Space

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    Incorrect Usage

    DO NOT REMOVE THE BACKGROUND DO NOT CHANGE THE FONTS DO NOT CHANGE THE BACKGROUND

    COLOURS OF THE LOGO

    DO NOT ALTER THE FONT

    COLOUR PARTIALLY OR

    COMPLETELY

    DO NOT ALTER THE SYMBOL-TEXT LOCK-UP DO NOT DISTORT THE MARK  

     The Brandmark 

    Remember that the identity is a

    valuable asset and you should protect

    it from any misuse which will dilute

    its power and effectiveness.

    It is vital that we use the Visit Malaysia

    2014 mark in a consistent and

    disciplined manner. We must not alter it

    or use it on inappropriate backgrounds.

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    ColoursColours | Brandmark 

    PANTONE 290C

    C025 M000 Y005 K000R187 G229 B238

    C000 M015 Y085 K000R255 G213 B064

    C100 M070 Y000 K000R000 G072 B156

    C000 M050 Y100 K000R247 G148 B

    C100 M090 Y000 K045R011 G021 B081

    C000 M050 Y100 K000R247 G148 B

    PANTONE 2758C

    C099 M086 Y023 K009

    R034 G064 B123

    PANTONE 185C

    C000 M090 Y085 K000

    R240 G065 B054

    PANTONE 123C

    C000 M015 Y085 K000

    R255 G204 B037

    C015 M100 Y100 K000R210 G035 B042

    C015 M000 Y005 K000R214 G238 B240

    C035 M000 Y010 K000R161 G219 B228

     The brandmark colour system is

    designed to represent the richness

    and diversity of Malaysia. The mark’s

    colours are inspired by Malaysia’s

    flag and is in line with the new Brand

    Malaysia mark.

    Refer to the main Brand Malaysia

    guidelines for principles on

    secondary colours.

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     There are two typefaces for most VisitMalaysia 2014 communications, each

    selected to offer a range of typographic

    expressions.

     The purpose of Meta Bold Italic is to provide

    individuality and character to headlines in

    advertising and other applications.

    Meta must not be used for any text other

    than headlines. The unique personality

    of Meta allows it to act as a memorable

    element of the Visual Identity.

    Generally, Din – in all the standard-width

    variants – is the information typeface.

    Easily read from a distance and suitable

    for large amounts of text, Din is the ideal

    typeface for large scale applications

    such as signages, as well as text-heavy

    documents including brochures,

    programmes and forms.

    If the Din font is not available for technical

    reasons, it is permissible to use Arial. Arial

    is used for Office applications and digital

    communications media.

     Typography

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    Photographic StylePattern Boxes

    !Refer to the main Brand Malaysia

    guidelines for principles on

    Pattern, Photographic Style and

    Boxes that can be applied to

    Visit Malaysia 2014 applications.

    Brand Malaysia Visual Elements

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    Brand Applications

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    Acknowledgement

    Nation Branding Division

    Office of the Prime Minister

    Perdana Putra

    Level 3, West Wing

    62502 Putrajaya

     

    Brandworth Corp.

    B-15-03, Menara Bata PJ Trade CentreNo. 8, Jalan PJU 8/8A

    Bandar Damansara Perdana

    47820 Petaling Jaya

    Selangor

     

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    Malaysia Tourism Promotion Board

    Ministry of Tourism and Culture, Malaysia

    9th Floor, No. 2, Tower 1

    Jalan P5/6, Precinct 5

    62200 Putrajaya

     Tel: 03 8891 8000

     Tourism Infoline: 1 300 88 5050 (within Malaysia only)

    Fax: 03 8891 8999

    E-mail: [email protected]

    Website: www.tourismmalaysia.gov.my

     

    Visit Malaysia Year 2013/14 Secretariat

    12th Floor, No. 2, Tower 1

    Jalan P5/6, Precinct 5

    62200 Putrajaya Tel: 03 8891 8702

    BMA (English) / E-Brochure(0913)

    MINISTRY OF TOURISM AND CULTURE

    MALAYSIA