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The i-STTBrand Book

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1.1Brand SignatureSpeed, professionalism and quality service are representedby the upward surge of the arrow. The arrow also points

to i-STT as the total one-stop enabler for all e-businessand Internet infrastructure and services.

Silver is selected for its modern and hi-tech perspective,while the royal green is symbolic of professionalmanagement and confidence. Together, the choice ofcolours presents i-STT as a vibrant, energetic andprogressive organisation.

INTRODUCTION

Bursting with energy and vitality, the new corporateBrand Signature positions i-STT as one of the most

innovative, technology-savvy and customer-focusedinfo-communications and multimedia service providerin the region and beyond.

The explosive splash of graphics reflects our high levelsof creativity and energy, as well as our passion to innovate.Contemporary and cosmopolitan, our Brand Signaturecaptures the spirit of meeting challenges, breakingboundaries and achieving success. It also has a tinge ofspunk and humour.

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2.1Brand SignatureThe success of branding lies in the effective projectionof the organisations corporate image and brand style.

It is thus imperative to set comprehensive guidelinesgoverning the usage of the Brand Signature and ensureconsistent application across all visual communicationand media applications.

As such, the i-STT Brand Book not only serves todocument these fundamental principles, but also instilscorporate discipline in preserving the equity of theaesthetic elements.

The most visible identification of i-STT is the BrandSignature, comprising the i-STT symbol and logotype.Other components of the branding system such as thebrand colours and typefaces will be elaborated in thesections that follow.

SymbolThe upward surge of the arrow and the explosive splash

graphic are uniquely created

powerfully encapsulatesthe essence of the organisation.

LogotypeThe brand logotype, Frutiger, was selected for its modernand impactful appeal.

The i-STT Brand Signature has been specially designedas one unit, with the relationship of all elements lockedin. Reconstruction, reproportions, additions or anyalterations to the Brand Signature are strictly prohibited.

BASIC

USAGE

BRAND SIGNATURE

SYMBOL LOGOTYPE

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Colour is an integral component of the overall brandingprogramme. In a modern and hi-tech array of green,silver, black and red, the colour palette conjures an imageof corporate sophistication. Thus, it is of vital importancethat the brand colours are consistently applied acrossall corporate literature and communication media.

For accurate reproduction of these colours, always visuallymatch colour proofs or printed materials against thecolour swatches provided in this book (Section 5.0:Reproduction Materials).

Note that the brand colours in this manual follow thePantone Matching System (PMS) and Process / Focoltoneequivalents illustrated below. As process colours do notpresent accurate colour expressions, it is advisable to usepre-mixed inks for reproduction work, where possible.

In order to reinforce the vibrancy and strength of thebrand colours, it is recommended that the Brand Signaturebe used against a white or light background.

PMS 8420 (SILVER)PMS 485 (RED)

PMS Process Black (BLACK) PMS 323 (GREEN)

PANTONE COLOURS

K50 (GREY) ORFOCOLTONE 3417

M100 Y100 (RED) ORFOCOLTONE 1076

K100 (BLACK) ORFOCOLTONE 1073

C100 M25 Y55 K35 (GREEN) ORFOCOLTONE 2275

PROCESS COLOURS

2.2Brand ColoursBASIC

USAGE

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The relationship between the basic components ofthe Brand Signature i.e. symbol and logotype is speciallydesigned, conforming to specific graphic determinants.The size and proportion of each element have beencustomised and should not be altered in any manner.

Horizontal ConfigurationTo best portray the dynamism of i-STT, the BrandSignature is presented in only the horizontalconfiguration.

To ensure the consistency of the Brand Signature acrossall markets and business units, no additional graphicelements or text can be appended to the Brand Signature.Descriptors, eg. country or business unit can only appearin text formated as part of the document and not part ofthe Brand Signature.

LOGO CONFIGURATION

2.3Brand Signature ConfigurationBASIC

USAGE

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The minimum size of the Brand Signature is developedfor i-STT to provide maximum flexibility in application.In situations where the available space for print isrestricted to a small area, the minimum height is15mm determined by the height of the symbol.Should deviations arise, please consult i-STT MarketingCommunications Department.

2.4Brand Signature Minimum SizeBASIC

USAGE

LOGO CONFIGURATION

Minimum Si ze

15mm

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The Perimeter Control defines the minimum amountof clear space around the Brand Signature, which isessential to ensure maximum visibility and legibility.Hence, to preserve the visual integrity of the BrandSignature, no text or graphic element should appearwithin this pre-defined area.

As demonstrated below, the unit of measurement forthe Perimeter Control is a function of "x". Note thatthe proportions for the minimum clear space shouldnot be altered in any manner.

2.7Perimeter ControlBASIC

USAGE

BRAND SIGNATURE

1/2X

1/2X

3 X

71/2X

X

1/2X

1/2X

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Quality control, in terms of consistent usage of thei-STT Brand Signature, is integral to the total imageprojection of the corporation. Diagrams on this pagefeature common examples of improper usage of thei-STT Brand Signature and should be avoided atall times.

ENLARGING LOGOTYPE

Should such instances of Brand Signature distortionsor mishandling surface, immediately report to i-STTMarketing Communications Department.

SUBSTITUTING OF LOGOTYPE

2.8Improper Usage of Brand SignatureBASIC

USAGE

ENLARGING SYMBOL

MOVING LOGOTYPE CLOSER TO SYMBOL

CHANGING THE COLOURS OF SYMBOL & LOGOTYPE

MOVING LOGOTYPE UNDER THE SYMBOL

NO ADDITIONAL ELEMENT

i-STT Nation Limited

NO ADDITIONAL ELEMENT

Hong Kong Limited

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Consistent use of the brand colours is pivotal to theeffectiveness of the branding programme. Silver, Green,Red and Black constitute the full colour expression

of the i-STT Brand Signature.

Full Colour VersionThis is the preferred version of the corporate signature.Whenever possible, it is advisable to position thefull colour version of the Brand Signature on a whitefield to reinforce the attributes of dynamism andprofessionalism. However, creative licence fo r the useof coloured backgrounds is permissible, but subjectto the guidelines stipulated in Sections 2.10 & 2.11

One Colou r VersionThis version of the Brand Signature may be appliedwhen a single colour expression takes full advantage

of that particular medium. For single colour expressions,the priority of application is as follows: Silver, Green,Black and Red.

Metallic ColoursWhen the occasion demands a more premium imageto be projected, hotstamping or printing of the entireBrand Signature in metallic silver (PMS 877) or gold(PMS 871) are viable alternatives.

Reversed VersionThis version of the Brand Signature would be appliedwhen background colours interfere with the dynamismof the i-STT Brand Signature.

2.9Brand Signature Colour UsageBASIC

USAGE

BRAND COLOURS:FULL COLOUR VERSION

BRAND COLOURS:SINGLE COLOUR VERSION

METALLIC COLOURS:SILVER AND GOLD

BRAND COLOUR:REVERSED VERSION

2 0

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The i-STT Brand Signature appears most distinctiveagainst a white background. The following guidelinesrepresent various permutations for application of

the i-STT Brand Signature on screened and patternedbackgrounds.

Brand Coloured BackgroundsIf the i-STT Brand Signature is used against backgroundsof the i-STT Green, i-STT Red or i-STT Black, thebackgrounds will have to be screened down accordinglyto ensure that the i-STT Brand Signature is effectivelydepicted. General rules dictating the maximumallowable tint for the backgrounds are listed as follows:

i-STT Green 20%i-STT Red 20%Black 20% (resulting in Grey)

Patterned BackgroundsIf the i-STT Brand Signature is used against patterned,textured or complicated backgrounds, a white bordershould be created around the logo to preserve itsintegrity. Observe the Perimeter Control, as detailedin Section 2.7.

2.10Brand Signature on Screened / Patterned BackgroundsBASIC

USAGE

20% i-STT GREEN

20% i-STT RED

20% BLACK

PATTERNED / TEXTURED BACKGROUND

PHOTOGRAPH / COMMUNICATED BACKGROUND

2 11B

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Coloured backgrounds may interfere with thedynamism of the i-STT Brand Signature, dependingon the intensity of the colour. The following examples

will illustrate the possible treatments of the i-STTBrand Signature on light and dark backgrounds.

Light BackgroundsOn light backgrounds, the vibrancy of the i-STTbrand colours will remain prominent. Hence,the preferred treatment will be to use the i-STTBrand Signa ture in ful l colour. However, should thereversed or single colour expression of the corporate

signature be necessary to take full advantage of aparticular medium, the single coloured version couldbe applied.

Dark BackgroundsOn dark backgrounds, the colours may overpowerthe i-STT Brand Signature. Hence, the reversed versionof the Brand Signature is the only option.

2.11Brand Signature on Coloured BackgroundsBASIC

USAGE

LOGO ON LIGHT BACKGROUNDS LOGO ON DARK BACKGROUNDS