Corporate Identity Manualcan.uum.edu.my/images/stories/pekeliling/2017/Ci UUM.pdf · 2017. 10. 16. · UNIVERSITI UTARA MALAYSIA • CORPORATE IDENTITY MANUAL 1.3 Tagline/ sub-tagline

Corporate Identity Manual

UNIVERSITI UTARA MALAYSIA • CORPORATE IDENTITY MANUAL

1.0 Master logo

The Universiti Utara Malaysia logo comprises three graphic elements; the emblem, the acronym ‘UUM’ and the full name ‘Universiti Utara Malaysia’. This logo should be placed in all official collaterals such as signage and stationery as well as for advertising purposes through traditional or new media.

All three elements must not be separated. The name ‘Universiti Utara Malaysia’ must not be recreated with any other font, resized nor rearranged for any reason.


Design The University’s logo resembles a shield shaped like the nib of a pen. Within the shield, there are curved and vertical lines, and right in the centre there are six oval shapes that represent, among others, six grains of rice. The background colour of the shield is dark blue while the vertical and curved lines are white. If the logo is on a flag, the background colour surrounding the shield should be light blue.

First: The shield, which is shaped like the nib of a pen, symbol-ises UUM as an institution of education and knowledge. The nib of the pen also symbolises the proactive nature of knowledge. The University does not only formulate knowledge, but also disseminates knowledge through teaching, research, consulta-tion and publication.

Interpretation

Second: The white lines represent the initial letters of the University’s name. The U-shaped line at the bottom stands for ‘University’, while the second curved line, the smaller ‘U’, stands for ‘Utara’. On top of these curved lines, there are two curved lines and a vertical line in between shaped like an ‘M’, which stands for ‘Malaysia’. All together, the lines represent the University’s acronym – UUM.

Third: Inside the University’s logo, the University’s motto ‘ILMU BUDI BAKTI’ is inscribed. The two curved lines at the bottom of the shield also symbolise sheets of paper which carry the meaning of ‘ILMU’ or scholarship, The six yellow ovals in the centre of the shield represent ‘BUDI’ or virtue as reflected in the Malay proverb - “Ikut resmi padi, semakin berisi semakin tunduk” (As the grains of rice on a stalk of paddy mature, become heavier, and tilt the stalk downwards, making it bow, so should those who increase their knowledge, evince humility). The three lines at the top of the shield symbolise ‘BAKTI’ or services rendered whether individually or collectively to one’s faith, society and nation.

1.1 Logo rationale


Fourth: The three oval lines surrounding the shield symbolise universal moral values which guide members of the campus community.

Fifth: The yellow colour within the oval lines and around the shield represents the campus community’s loyalty to the King and nation.

Sixth: The white colour inside the logo, surrounding the shield, symbolises a clean, efficient and trustworthy University manage-ment.

Seventh: The blue colour represents solidarity among the members of the campus community.

Eighth: The white colour inside the five lines symbolises the five Pillars of Islam.

Ninth: Besides representing ‘BUDI’, the six yellow ovals in the centre of the shield also symbolise the six Principles of Faith.

Tenth: Finally, the two blue dots symbolise the University’s excellence and uniqueness as a management university.

1.1 Logo rationale


UUM acronym The prominence of the Gotham Bold font highlights UUM ‘s identity as an established university and its strength as an Eminent Management University.

UUM full name The declaration of the name in full asserts pride in the university and elaborates the acronym above it in Gotham font.

Dark blue The dark blue colour symbolises the unity of students from diverse backgrounds and the global community within the university

1.1 Logo rationale


1.2 Word mark and logo configurations

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wordmark

The emblem is a crucial part of the logo structure. The nib-shaped shield represents the university’s dedication to developing and promoting management education in the country. The three ovals surrounding the shield symbolise universal moral values which guide the members of the campus community. The yellow colour in the oval surrounding and lining the shield represents the campus community’s loyalty to the King and nation. The 6 yellow ovals resembling grains of rice represent the Malay value of building good character (budi) and also represent Islam’s 6 Principles of Faith. The colour blue symbolises solidarity among members of the campus community.

The acronym is set in ‘Gotham Bold’, which gives ample emphasis to the name. The letters are placed some distance apart for aesthetic balance. When combined with the solid navy blue colour of the font, the acronym ‘UUM’ is a bold statement of name and identity.

‘Universiti Utara Malaysia’ is set in the same font as the acronym ‘UUM’, Gotham Bold, so it may provide consistency to the logo. The full name softens the bold ‘UUM’ acronym, making it the perfect contrast. ‘Universiti Utara Malaysia’ is evenly spread, fitting the UUM logo for the purpose of symmetrical aesthetics.

The graphic elements compliment each other in balance and quality, making the logo strong and pronounced. This logo is a universal symbol of Universiti Utara Malaysia’s vision and values which should be upheld by everyone under the wing of Universiti Utara Malaysia.


1.3 Tagline/ sub-tagline

The Eminent Management UniversityUUM’s tag line ‘The Eminent Management University’ is a reflection of the vision behind the emblem and logo, to develop and promote management education in the country.

UUM aims to provide the nation with capable graduates who are able to take the helm in leading the future Malaysia into a modern and developed society with strong and grounded values. This tag line is a striking statement of this objective. UUM aspires to become ‘The Eminent Management University’ by providing the best environment and syllabus to its campus community, as well as by constantly improving and building its name on the world stage.

This tag line is complementary to the logo in all collaterals as well as the advertising and promotional items UUM may have. It may or may not appear, according to the University’s Corporate Communications discretion.


1.4 Logo construction

1 box = 1 unit

*1 unit can be calculated in centimeters, inches or feet depending on the material used.

11 unit

33 unit

9.25 unit

1.75 unit

18 unit

49 unit

12.5 unit 7 unit 11 unit

14.5 unit 9.25 unit 11 unit



1 box = 1 unit


11 unit

33 unit

9.25 unit

1.75 unit

18 unit

49 unit




Master Brand + Basic ElementsThe Universiti Utara Malaysia logo is made of three graphic elements; the emblem, the acronym ‘UUM’ and the full name ‘Universiti Utara Malaysia’.

This logo should be placed in all official collaterals such as signage and stationery as well as for advertising purposes through traditional or new media.

Note: The gray area is only for demonstration, indicating there should not be any elements within the gray area.

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1.5 Safe area around the logo



1 box = 1 unit


11 unit

33 unit

9.25 unit

1.75 unit

18 unit

49 unit




Master Brand + Basic ElementsThe Universiti Utara Malaysia logo is made of three graphic elements; the emblem, the acronym ‘UUM’ and the full name ‘Universiti Utara Malaysia’.

This logo should be placed in all official collaterals such as signage and stationery as well as for advertising purposes through traditional or new media.


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The Universiti Utara Malaysia logoas used by the College of Business.




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The Universiti Utara Malaysia logoas used by the College of Arts and Sciences.




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The Universiti Utara Malaysia logoas used by the College of Business.




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The Universiti Utara Malaysia logoas used by the College of Arts and Sciences.




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The Universiti Utara Malaysia logoas used by the College of Law, Government and International Studies.




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The Universiti Utara Malaysia logoas used by the Registrar’s




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The Universiti Utara Malaysia logoas used by the Registrar’s




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The Universiti Utara Malaysia logoas used by the Bursar’s Department




x 1.5x

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The Universiti Utara Malaysia logoas used by the Bursar’s Department




1.6 Primary colour palette

The primary color palette for the Universiti Utara Malaysia brand is shown below.Prominent use of these colours further reinforces the university brand.

Note:The colors shown on this page and throughout this manualare not intended to match the PANTONE® Color Standard.Please refer to a PANTONE® colour guide for accuraterepresentations of colour. PANTONE® is a registered trademarkof Pantone, Inc.

Pantone® 280 C

C100 M80R35 G72 B146

Pantone® 116 C

M15 Y100R247 G216


The Universiti Utara Malaysia logo may appear only in the following colour option.

1.6.1 Colour option


1.6.3 Background colour options

The preferred background colours for the Universiti Utara Malaysia logo are white and black. However, when a design features a dominant color other than white or black, the logo may be “reversed out” of that colour if the paper colour is white or almost white. This option is acceptable only for low-budget, low-priority uses that are not integral to the university’s central branding efforts. The logo may be imprinted on or reversed out of a photograph if the logo is clearly legible, its primary colours are used and the safe area is preserved. This option works only when the photo includes a suitable area for the logo that is simple and without detail.

Note:These representations illustrate reversing the logo out of largefields of colour. Do not “frame” the logo within a box, circle,rectangle or square.



The official brand colour for our logo is as the first example. However, should there be a need to change the background colour,the logo must still be prominently displayed according to the guidelines given.

If the background is black, the entire logo (consisting of the emblem and the logo type) could be displayed in reverse white.

If the background colour use may potentially make the logo seem less prominent, then the logo type must be put in reverse white.The emblem remains as its original colour.

In totality, the use of background colour other than the original logo must be considerably complementary in nature. The logo must be displayed prominently against the background colour in use.



The preferred background colours for the Universiti Utara Malaysia logo are white and black. However, when a design features a dominant color other than white or black, the logo may be “reversed out” of that colour if the paper colour is white or almost white. This option is acceptable only for low-budget, low-priority uses that are not integral to the university’s central branding efforts. The logo may be imprinted on or reversed out of a photograph if the logo is clearly legible, its primary colours are used and the safe area is preserved. This option works only when the photo includes a suitable area for the logo that is simple and without detail.

Note:These representations illustrate reversing the logo out of largefields of colour. Do not “frame” the logo within a box, circle,rectangle or square.



The official brand colour for our logo is as the first example. However, should there be a need to change the background colour,the logo must still be prominently displayed according to the guidelines given.

If the background is black, the entire logo (consisting of the emblem and the logo type) could be displayed in reverse white.

If the background colour use may potentially make the logo seem less prominent, then the logo type must be put in reverse white.The emblem remains as its original colour.

In totality, the use of background colour other than the original logo must be considerably complementary in nature. The logo must be displayed prominently against the background colour in use.


1.7 Size restrictions

dominant visual visibility

Minimum size:(for print usage)

1 cm

30 pixels

In order to maximize legibility on printed materials, the Universiti Utara Malaysia logo may not appear smaller than the size illustrated on the left.

Exceptions may be sought by contacting Universiti Utara Malaysia Corporate Communications department.In general, while the Universiti Utara Malaysia logo mustbe prominently displayed on all communication materials & mediums, it should not be the dominant graphic element on a page. Common sense should prevail.

It helps to think of the logo as an important signature, or “sign-off,” not as a headline.

Web: For web applications, the Universiti Utara Malaysia identity may not appear any smaller than the size illustrated below.The sizes listed below are for a default monitor setting of 1280 x 1024 pixels.


1.8 Unacceptable executions

Shown are examples of unacceptable executions of the Universiti Utara Malaysia logo.

Do not alter or change the logo colour:

Do not skew, shear, rotate or reflect the logo:

Do not use the logo or symbol more than once per page & do not box up the logo:

Note:This manual is instructional. The logo and symbol appear more than once per page for demonstration purposes only.


1.7 Size restrictions

dominant visual visibility

Minimum size:(for print usage)

1 cm

30 pixels

In order to maximize legibility on printed materials, the Universiti Utara Malaysia logo may not appear smaller than the size illustrated on the left.

Exceptions may be sought by contacting Universiti Utara Malaysia Corporate Communications department.In general, while the Universiti Utara Malaysia logo mustbe prominently displayed on all communication materials & mediums, it should not be the dominant graphic element on a page. Common sense should prevail.

It helps to think of the logo as an important signature, or “sign-off,” not as a headline.

Web: For web applications, the Universiti Utara Malaysia identity may not appear any smaller than the size illustrated below.The sizes listed below are for a default monitor setting of 1280 x 1024 pixels.




Do not alter or change the logo colour:

Do not skew, shear, rotate or reflect the logo:

Do not use the logo or symbol more than once per page & do not box up the logo:

Note:This manual is instructional. The logo and symbol appear more than once per page for demonstration purposes only.




Do not alter, change, or add other elements to, the logo. Do not mix symbols. Do not change the typeface:

Do not place the logo over photos, textures or colors that make the logo difficult to read:

Do not use the logo or symbol as part of a phrase:

College of BusinessUniversiti Utara Malaysia

UUM

At we excel.

Documents

Corporate Identity Manualcan.uum.edu.my/images/stories/pekeliling/2017/Ci UUM.pdf · 2017. 10. 16. · UNIVERSITI UTARA MALAYSIA • CORPORATE IDENTITY MANUAL 1.3 Tagline/ sub-tagline