28 Dec 2011 › media › files › 20130113110312... · 2013-01-20 · ASEAN tourism visual brand identity is an important asset. It symbolizes the characteristics of Southeast Asia

Logo Manual

INTRODUCTION

Introduction

Logo Manual | Introduction

Southeast Asia is a popular, well known international destination with signi�cant growth experienced in the last decade. On a worldwide scale and certainly within Asia, most countries of Southeast Asia are well recognized as desirable destinations.

However, within a very competitive global tourism environment, there can be no doubt that other continents and regional groups have been marketed heavily to position their products and experiences, and developed their brand images. It is therefore essential for ASEAN to develop the brand for Southeast Asia that can deliver a brand promise and have greater market appeal and recognition.

As part of the larger branding exercise,the ten National Tourism Organizations (NTOs) have agreed to adopt the logo and tagline “Southeast Asia: feel the warmth” to strengthen the regional brand image.

To ensure a consistent use of the ASEAN TOURISM’s image, it is necessary to have a manual which establishes guidelines for the standardization in all ASEAN digital as well as print communication.Adherence to the guidelines contained within the manual will eliminate any uncertainty in presentation. It must be borne in mind that the effectiveness of ASEAN’s tourism corporate identity will be undermined by any departure from this manual.

Contents

Logo Manual | Contents

Permission RequiredBasic Elements

Color Usage

SupergraphicFonts

Approval for UsageSignature ElementsKey SignatureKey Signature Two ColorKey Signature Black & WhiteMinimum Clear SpaceMinimum Signature SizesUnacceptable UsageSignature ColorsPrimary Color PaletteSecondary Color PaletteCombined Color PaletteBackground Color: SignatureBackground Colors: Sun SymbolSun Symbol SupergraphicCorporate Typeface

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10111213141516

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Approval for Usage

Logo Manual | Approval for Usage | 1

This brand is protected by copyright andprior 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 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 separate approval. Simply email the full details of your request. Enquiries should also be directed to the email address:

Email: [email protected] [email protected]

BASIC ELEMENTS

Signature Elements

Logo Manual | Signature Elements | 2

The tagline ‘feel the warmth’ is designedto be attached under the Southeast Asiawordmark and both elements must beattached together in the speci�edproportion and space.

The sun symbol represents the ten vibrant member states of Southeast Asia.In addition, the sun symbol must alwaysappear together with the ASEAN wordmark so as to clearly identify andemphasize the synergy of the region.

The signature is a unique piece of artwork.The sun symbol, wordmarks and taglineare combined as one element and cannever be taken apart for separate use.The proportions, as indicated on this page,should be maintained.

Brand Signature

Sun Symbol

Tagline

Wordmark

Wordmark

ASEAN tourism visual brand identity is an important asset. It symbolizes the characteristics of Southeast Asia such as friendliness, culture and warmth and its core values. There are 4 elements in the Brand signature, namely the sunsymbol, the Southeast Asia wordmark,ASEAN wordmarks and the tagline‘feel the warmth’.

Key Signature

Logo Manual | Key Signature | 3

The key signature has been created forprimary usage and is the preferred versionof the signature for Southeast Asia.

By all means, the wordmark ‘ASEAN’ mustbe SEA Red with the exception of the Key Signature Black & White.

feel the warmth should always be used with lowercase letters which is informal andfriendly. This should apply to all text forms;such as, titles, speeches and press releases.

The key signature two color version is suitable for print production where thegradient is unable to be producedsuccessfully.

It is also suitable for merchandise andgraphics that require a colored background.

Logo Manual | Key Signature Two Color | 4

Key Signature Two Color

The key signature is available in black only.This should be rarely used as it is against theessence of the brand values.

Usage of the black logo would only apply to printed publications; such as, newsprintclassified adverts.

There is no grey scale alternative as it weakens the brand signature.

Key Signature Black & White

Logo Manual | Key Signature Black & White | 5

X =

2/7x

2/7x

2/7x

2/7x

2/7x 2/7x

1/7x

1/7x

1/7x

2/7x

0.5/7x

0.5/7x

1/7x

1/7x

1/7x

2/7x

Minimum Clear Space

Logo Manual | Minimum Clear Space | 6

x which represents the height of the sunsymbol, is the basis on which other partsshould be calculated to arrive at the correctproportions.

Always maintain the minimum clear spacearound the brand signature to preserve its integrity.

To maintain visual clarity and to providemaximum impact, the signature must neverappear to be linked to or crowded by the copy,photographs or graphic elements.

The minimum clear space must never differ proportionally from the version demonstrated on this page.

The clear space for the brand signature is 2/7th x on the sides and 1/7th x on the top and the bottom.

Minimum Signature Sizes

Logo Manual | Minimum Signature Sizes | 7

15mm minimum height

To protect the integrity, legibility and impact of the brand signature, it must never be reproduced in sizes smallerthan those shown on this page.

For print applications• When using the primary signature, do not make the sun smaller than 15 mm in height.• Any further reduction would impair its legibility.

Unacceptable Usage

Logo Manual | Unacceptable Usage | 8

Do not rotate the symbol.

Do not use photographicimages with the signature.

Do not flip the symbol.

Do not change the color of the symbol.

Do not rotate the signature.

Correct usage.

Do not shrink or offset thesymbol.

Other unacceptable usages

• Never reproduce the signature smaller than the stated minimum size.

• Never reposition and re-size the elements of the signature.

• Never reposition the elements with mixed languages.

• Never reproduce the signature so it merges with another brand’s identity elements.

• Never reproduce the signature in a way that infringes on the minimum clear space, especially in a co-branding situation.

• Do not put the signature in a box. The only exception is in the case of computer hyperlinks.

• Never create an outline around the signature.

COLOR USAGE

Signature Colors

Logo Manual | Signature Colors | 9

SEA orange and brown comprise the signature color palette for the wordmarks and tagline.The sun symbol uses a color gradient titledSEA Sunburn.

Many factors can influence accurate color reproduction: press process, paper stock, line screen and ink coverage.

• For good quality uncoated paper stock, use a line screen of 150 LPI (lines per inch).

• For high quality brochures or coated art paper, in general 175 LPI or higher is the standard choice.

• For newsprint and silk-screen printing, 85 LPI screen is the normal choice.

• The Southeast Asia Signature can also be reproduced in HEX values for online display.

Pantone Solid Coated swatches have been used to represent spot colors.

The standards for PANTONE® colors are shown in the current edition of the PANTONE® Color formula guide. The colors shown on this page and throughout these guidelines are not intended to match the PANTONE® Color Standards. PANTONE® is a registered trademark of Pantone, Inc. Use actual PANTONE® chips. Do not attempt to match examples in this guide.

SEA BROWN WORDMARK

SEA SUNBURN SYMBOL GRADIENT

SEA RED 1ST GRADIENT COLOR

SEA ORANGE TAGLINE COLOR & 2ND GRADIENT COLOR

PANTONE CMYK HEX

Outer color - SEA OrangeInner color - SEA Red

100%

100%

484 25:100:100:25 F15A22

485 0:100:100:0 ED1C24

1375 0:50:100:0 F7931E

Primary Color Palette

Logo Manual | Primary Color Palette | 10


PANTONE CMYK HEX100%The primary colors are ideal to emphasize the signature. They are warm colors that are ideal to be used in display adverts, headlines, headings and other important elements.


485 0:100:100:0 ED1C24SEA RED

1655 0:80:100:0 F15A22

115 0:15:100:0 FFD400

136 0:30:100:0 FDB813

1375 0:50:100:0 F7931ESEA ORANGE

The secondary color palette is to support and contrast the primary color palette and the signature.


Secondary Color Palette

Logo Manual | Secondary Color Palette | 11


PANTONE CMYK HEX100%

675 30:100:40:0 B62467

526 75:100:0:0 663399

7455 80:80:0:0 524FA1

312 100:0:10:0 00ADDC

347 100:0:100:0 00A651

The combined color palette is based on both the primary and secondary color palettes.

This offers more flexibility for designers to produce vibrant and engaging designs using colors.

Opacity values are 100% 55% 30%.


55% 30%

Combined Color Palette

Logo Manual | Combined Color Palette | 12

PANTONE CMYK HEX100%

675 30:100:40:0 B62467

526 75:100:0:0 663399

7455 80:80:0:0 524FA1

312 100:0:10:0 00ADDC

570 55:0:30:0 66CCCC

347 100:0:100:0 00A651

1655 0:80:100:0 F15A22

115 0:15:100:0 FFD400

136 0:30:100:0 FDB813


Background Color : Signature

Logo Manual | Background Color : Signature | 13

The brand signature primary backgroundis white and should be used in nearlyall marketing communications.

There are two alternative methods displayed here for treatment against color backgrounds.

The alternative methods are• Using 100% background opacity with the

primary palette is the preferred option when the primary white background is not available.

• Use of the primary signature is allowed when used against the 30% background opacity combined palette.

• Both options are valid and offer designers more flexibility.

Primary Background

30% background opacity combined palette100% background opacity primary palette

Background Colors : Sun Symbol

Logo Manual | Background Colors : Sun Symbol | 14

The preferred choice when placing the sun symbol on a background color would be to use the solid color or white out versions.

Solid Color The sun symbol using the SEA Orange can be used successfully on the secondary colors or several of the primary colors.

White OutThe white-out sun symbol should only be used with the primary color palette. Using the white-out sun symbol with secondary colors loses the essence of the symbol.

Solid Color

White Out

SUPER GRAPHIC

Sun Symbol Supergraphic

Logo Manual | Sun Symbol Supergraphic | 15

100% opacity 50% opacity 25% opacity

15 mm. minimum height

The sun symbol is the primary supergraphicto enhance your visual design.

Examples include T-shirts, baseball caps,gift boxes, watches, lapel pins and othervarious merchandise. In such cases, the suncan be reproduced as an engraving, etching,foil stamping, etc.

The previous page demonstrates the use of 25% tinted sun symbol cropped throughthe page.

The 100% full color with gradient sunsymbol can be used solely as a singlegraphic on a white background; such as, a flag or banner.

The 50% and 25% versions should be usedas support; such as, Powerpoint presentation.They should not be used alone.

The minimum height of the sun symbolsupergraphic should be no less than 10 mm.Please note the supergraphic is a separateentity to the signature.

FONTS

Corporate Typeface

Logo Manual | Corporate Typeface | 16

The primary typeface to be used is Univers. The secondary typeface is Optima and contrast the primary typeface and should be used headings.

We recommend using Linotypehttp://www.linotype.com

Primary Typeface

Univers 45 LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Univers 45 Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Univers 55 RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Univers 55 Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Univers 65 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Univers 75 BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Secondary Typeface

Optima RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Optima Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Optima MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Optima Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Optima DemiABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Optima BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Online Typeface

Trebuchet ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.Ó{ }[ ]( )

VerdanaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890@#$%^&*!?/:;.”{ }[ ]( )

Documents

28 Dec 2011 › media › files › 20130113110312... · 2013-01-20 · ASEAN tourism visual brand identity is an important asset. It symbolizes the characteristics of Southeast Asia