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1 Technology in brief...............................................................................................
2 The Morodo brand book purpose...................................................................
3 Morodo brand values...........................................................................................
4 Rules & guidelines for the Morodo brand usage & brand building............
5 The Morodo logo.................................................................................................
6 The grid..................................................................................................................
7 The MO-Call sphere............................................................................................
8 Backgrounds..........................................................................................................
9 Colours..................................................................................................................
10 Photography...........................................................................................................
11 Formats..................................................................................................................
12 Typeface..................................................................................................................
13 Websites.................................................................................................................
14 Powerpoint slides.................................................................................................
15 E-mail signature....................................................................................................
16 The stationary........................................................................................................
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1 Technology in brief
The primary objective of Morodo Group Limited is to provide value-added mobile and Internet services to the global wireless market both as a Service Provider and as an innovative Software Design House.Morodo Group Limited offers personalised mobile multimedia communication and information services that reduce cost, time and effort in everyday tasks.
2 The Morodo brand book purpose
Morodo Group Limited relies on the Morodo logo to communicate a strong and identifiable image.
The purpose of this book is to guide Morodo communicators in consistent use of the Morodo brand. A strong brand will be a valu-able asset to Morodo Group Limited, customers and licensees and calls for proper consistent use of the name and logo to present and preserve the brand image. An image that will support the quality of the Morodo technology and services developed by Morodo Group Limited.
It is mandatory to follow these guidelines in order to project a consistent brand image. The guidelines establish a strong framework within which there is a great deal of freedom to produce good design to suit local conditions and markets.
For more information or in case of doubt please do not hesitate to contact the Marketing & Brand Department at Morodo Group Limited.
3 Morodo brand values
Business-to-ConsumerMorodo strides to add value to people’s lives by offering mobile services that will allow us to do what we want, when we want, and where we want.
Develop software to make our lives more productive and collaborative Give people more freedom Family & friends Convenience Cost-efficiency
Business-to-BusinessMorodo strives to give customers more freedom by offering high-quality and innovative systems.
Freedom Cost Efficiency Reliability High-quality
Successful communication of the Morodo Software Designs and their benefits and how these benefits add value to Morodo customers is an important factor in the creation of a strong brand.
4 Rules & guidelines for the Morodo brand usage & brand building
4.1 The MO-Call word mark
When the MO-Call name is used in body copy or headlines, it should be typeset in the same face and style as the surrounding copy. In a text, MO-Call is written using capital letters for MO and lowercase letters for Call, making the correct wording MO-Call.
The MO-Call name is always written as a single word with a hyphen between MO and Call and must never be split into two.
You are allowed to combine MO- with other words such as MO-Cool.You are allowed to combine word mark with prefixes or suffixes MO-Called.
Following are ways of using the word mark incorrectly:
Don’t use all caps MO-CALLDon’t use all lowercase letters mo-call [the only exception is when written as part of our domain name www.mo-call.com]Don’t write word mark by using initial cap and lowercase for the rest Mo-callDon’t use italicsDon’t change the trackingDon’t use different coloursDon’t add shadowsDon’t add outline fontsDon’t use gradientDon’t add borders
Example of incorrect usage:
4.2 How to write Morodo Group Limited
Company names, external use
Beijing Morodo Technology Development Co., Ltd.1507-1510 F15, CREATIVE ZONENo. 66 North Forth Ring West RoadHaidian District, Beijing, 100080, P. R. China
Morodo (HONG KONG) LimitedRoom C 7F, Building 288, Voeux RoadCentral Hong Kong
Morodo Group LimitedHoneypot Lane, London NW9 9RX England
Morodo Limited77 South Audley StreetLondon, England
Company names, internal use
Morodo Group Limited can be abbreviated to Morodo.
Beijing Morodo Technology Development Co., Ltd. can be abbreviated to Beijing Morodo.
When Morodo is mentioned in running text, M must be set in capital letter and the rest of the name in lower case, all in the same typeface as the rest of the text.
4.3 Naming of services
Services are named MO-Xxxx. MO must be capitalized followed by a hyphen between MO and the name. The first letter after the hyphen must be capitalized.
Examples are:
MO-CallMO-ChatMO-PlayMO-Bank
5 The Morodo logo
The Morodo logo refers to a specific, stylised graphic image, which has been developed to represent the services and the company. The Morodo logo is not only a symbol but also a piece of artwork. To project a consistent appearance the logo should always be reproduced from the master artwork. It may never be redrawn, combined with, or linked to any other words, symbols, logos or graphic devices, except in the circumstances described in these guidelines.
Who may use the Morodo logo
The Morodo logo is available for use by communicators responsible for promoting the company,the technology or the services. The Morodo logo may only be used by third parties under writtenauthorisation/license from Morodo Group Limited.
ApplicationsThe logo can be used in all sizes wider than 20 mm measured from the left to the right side of the logo. There is no maximum size for the usage of the Morodo logo.
Don’t use the logo in a box or frame.Don’t add shadowDon’t add bordersDon’t add outline fontsDon’t add gradientDon’t use the logo together with the MO-Call sphereDon’t warp or in any way distort the logo
Examples of incorrect logo usage:
Where to apply the Morodo logo
The Morodo logo is the primary identification of the Morodo technology. It should be widely used across all communications media.
The Morodo logo can be applied on the following media:
AdvertisementsPostersComputer programsProducts PackagingSales literatureDirect mailPresentationsVisual aidsExhibition standsPress materialWebsites
To discuss use of the logo in other contexts, please contact the Marketing & Brand Department at Morodo Group Limited.
5.1 Colours
The Morodo logo may only ever appear in red and grey:
Pantone 187CPantone Cool Gray 9C
5.2 Clear space and the logo
Don’t crowd the logo. Give it enough room to be seen clearly wherever it appears, within the exclusion zone as shown. No text or other visual elements should appear within this space. The exclusion zone is equal to half the height of the symbol.
6 The grid
All layouts are divided into 3 – both vertically and horizontally. Position of logo can be calculated as shown. The grid shows the exact position of the logo on a page.
The logo must always appear ranged top right or bottom right on the page.An exception can be made for Morodo websites where it is allowed to place the logo top left.
Example:A4 210 x 297 mm – Logo: 170 pixels wide. Position: 23.3 mm from right. 15.6 mm from bottom /top.
7 The MO-Call sphere
The MO-Call artwork refers to a specific, stylised graphic image, which has been developed to represent the MO-Call service.
Who may use the MO-Call sphere
This piece of artwork is available for use by communicators responsible for promoting the company and services. The Morodo logo may only be used by third parties under written authorisation/license from Morodo Group Limited.
MO-Call sphere basics
The MO-Call sphere is carefully designed and must never be copied electronically or in any other way. The original master is supplied electronically from the Marketing & Brand Department of Morodo Group Limited and should be used according to the guidelines.
ApplicationsThere is no minimum/maximum size for the usage of the MO-Call sphere.
Don’t use the sphere in a box or frameDon’t add a borderDon’t change the colours of the sphere
Where to apply the MO-Call sphereThe MO-Call sphere is the identification of the MO-Call service. It should appear on all MO-Call communications services.
The MO-Call sphere can be applied on the following media:
Advertisements Posters Computer programs
Products Packaging Sales literatureDirect mail Presentations Visual aidsExhibition stands Press material Websites
To discuss use of the logo in other contexts, please contact the Marketing & Brand Department of Morodo Group Limited.
8 Backgrounds
If the Morodo logo or the MO-Call sphere is placed on a photographic image, the defined clear space area must be even in tone and pattern free – and provide a good contrast between the background and the logo itself.
Incorrect logo/MO-Call sphere usageDiluting the artwork (by using it improperly) lessens its value as a recognisable visual entity.Following are ways in which parts or all of the logo can be manipulated or incorporated to make new inappropriate/unacceptable visual elements.
The use of the artwork must follow the rules and guidelines presented. Of special importance is to keep the following “don’ts” in mind:
Don’t use the artwork in running copy or headlinesDon’t imitate the artwork with type fontsDon’t slant or graphically modify the artworkDon’t combine the artwork with other graphic elements even if the clear space is respectedDon’t make a pattern, texture or gradation in the artworkDon’t display the artwork on an angleDon’t use the logo on a textured or busy background.Don’t contain the artwork within a shape [for instance in a box or frame] Don’t stretch or mash the artwork
9 Colours
Color plays an important role in our identity system, facilitating brand recognition and reinforcing memorability of our artwork.
C15 M100 Y100 K6R167 G25 B48Hex: # A71930
C54 M45 Y45 K10R116 G118 B120Hex: # 747678
C0 M0 Y0 K0RGB: 255, 255, 255Hex: # FFFFFF
C100 M100 Y100 K100RGB: 0, 0, 0Hex: # 000000
C40 M0 Y40 K0R159 G191 B127Hex: #9FBF7F
C40 M0 Y0 K0R143 G184 B201Hex: #8FB8C9
C0 M40 Y0 K0R223 G136 B151Hex: #DF8897
C40 M40 Y0 K0R159 G139 B190Hex: #9F8BBE
C25 M0 Y25 K0R154 G220 B198Hex: # 9ADCC6
C25 M0 Y0 K0R160 G207 B235Hex: # A0CFEB
C0 M25 Y0 K0R249 G187 B202Hex: # F9BBCA
C25 M25 Y0 K0R179 G182 B221Hex: # B3B6DD
C0 M0 Y0 K20R209 G211 B212Hex: #D1D3D4
C0 M0 Y0 K30R188 G190 B192Hex: #BCBEC0
C0 M0 Y0 K40R167 G169 B172Hex: #A7A9AC
C0 M0 Y0 K50R147 G149 B152Hex: #939598
The color of the logo must always be:
Pantone 187 CoatedCMYK equivalent C15 M100 Y100 K6R 167 G 25 B 48Hex: # A71930
Pantone Cool Gray 9CCMYK equivalent C54 M45 Y45 K10R 116 G 118 B 120Hex: # 747678
For front pages, backgrounds, full tone pages, graphs and variations in typography etc., use the Morodo colour palette.
Different shades of the colours are allowed.
If necessary to communicate Morodo in the most optimal way the colour palette can be extended to include more colours. However, this must be approved by the Marketing & Brand Department of Morodo Group Limited.
10 Photography
Photos must be relevant to the message on the printed / online material:
Following shapes are preferred
Square Square with round, soft edges
Image position
What NOT to do
Don’t use a busy or patterned background image/graphic under the Morodo logo.Don’t use a low contrast colour for the logo or it will not show out against the background.
11 Formats
For brochures and other printed marketing material, following formats are preferred:
Square Polygon
12 Typeface
Typography is an important part of the visual identity. Its role is to make printed and online material visually stimulating to the reader and to add differentiation between various paragraphs of text.
The corporate typeface is Gill Sans. It is modern, has a clean cut and is easily readable.
Clarity and legibility are obtained through typeset alone.
Avoid too many type sizes and methods of emphasising the copy.Avoid long lines of copy or too little spacing between the lines.Do not use electronically condensing or expansion or negative spacing between the letters. Avoid writing in capital letters alone.
Use the lighter Gill Sans fonts for text and the heavier weights for display in advertising.
Gill Sans should be used in all applications except for the following:
Online (i.e. HTML text) use Tahoma.For desktop applications (i.e. Microsoft Word and Powerpoint) use Trebuchet MS.
The corporate Chinese typeface is STHeiti.
13 Websites
All Morodo websites must conform to the Morodo identity. This is not just making sure the logo is present and in the right place – websites must express Morodo values and principles.
Our values are:
Convenience - reinforce our support for convenience and usabilityReliability and trustworthiness – maintain a high standard of securityUsability - provide the best experience for usersProfessionalism - maintain high standards of design and contentEfficiency - provide unique content or services, rather than duplicating information provided elsewhereEquality - ensure all users have access to our content
Our communications must be:
Clear - make sure the site and its content can be easily used and understoodUseable & meaningful– make your site technically accessible and usable to as many people as possible, Deliver meaningful content.Straightforward - avoid too many gimmicks and overcomplicated design, structure and wordsModern - use everyday language and current imagesEnjoyable – giving users a quick and easy route to information and the payment gatewayHonest - keep our content current
13.1 General guidelines
Logo must be placed top/left or top/right and be present on every pagePages must be as clutter-free as possible.Images on the site should reinforce our values and principlesMake sure that all images and graphics have clear, meaningful alt-attributesCommunications should be clear and concise. Use language that is appropriate to our usersUse descriptive link attributesUse descriptive page title tags on every pageAll websites should have clear, easy-to-use navigation - information and services on our sites are only useful if users can find them and pay for themNever have pages marked ‘under construction’ on a live site. Not only is this annoying for users, it undermines our professional valuesHomepage should load quicklyHomepage is clearly accessible from each page on our siteNavigation should be consistent throughout the siteGraphics are consistent and intuitiveGraphics are large enough to display a meaningful alt-text within its width and heightNavigation does not rely on JavaScript and rollovers
13.1.1 Text
Do not use large blocks of italic or all-caps text, as it is difficult to readDo not use all-caps text. It shouts at your usersAvoid underlined text - it can easily be confused with a linkBreak text up with clear headings and sub-headings
When designing our websites, we must ensure that the information structure, content and navigation as well as the front-end de-sign - supports these values and principles.
13.2 Font for websites
The typeface for websites is Tahoma. It has easy online readability with large x heights and round features.
You must always specify more sans serif options in the HTML code such as:<font face=Tahoma, Verdana, Geneva, Trebuchet, Lucida Sans, Arial >
For use of other font types please contact the Marketing & Brand Department at Morodo.
For a copy of the template please contact The Marketing & Brand Department at Morodo.
15 E-mail signature
E-mail signatures must not be individually or locally designed. They should follow the guidelines specified.
The font, which is default used for e-mail correspondence, must be used for the e-mail signature as well.
Example:
James BarnesChief Executive Officer
Beijing Morodo Technology Development Co., Ltd.1507-1510 F15, CREATIVE ZONENo. 66 North Forth Ring West RoadHaidian District, Beijing, 100080, P. R. China
14 Powerpoint slides
All presentations [internal and external] must use the Morodo powerpoint template.
Direct: [+86] 10-82800288Fax: [+86] 10-82800289Mobile: [+86] 13910013634E-mail: [email protected]
Do not illustrate the e-mail signature with corporate logo, frames, colours, photos, symbols etc.
15.1 E-mail conventions
Personal e-mails
We currently operate different standards for e-mail addresses:
[email protected]@morodo.com.cn
The preferred corporate style is:
[email protected]@[email protected]
Write general e-mail addresses as follows:
activity@[Domain follows conventions above]
16 The stationary
The colours used on all Morodo corporate stationery are:
Pantone 187 CoatedPantone Cool Gray 9C
When used on stationery the logo CANNOT be reproduced in four colour process.
Letterheads and business cards may only be lithoprint produced using templates authorised by the Marketing & Brand Department at Morodo Group Limited.
These templates are available in QuarkXPress format only for both Macintosh and PC. Printers who are commissioned to produce corporate stationery for Morodo must use these templates.
Letter head
Headed paper is for business correspondence from Morodo Group Limited. The regular identification elements (company name, ad-dress, telephone numbers etc.) appear at the top of the letterhead and are pre-printed on the headed paper.
Specific personal data (sender’s name, direct phone number and e-mail address etc.) appear within the letter template – and are printed together with the name of the receiver, address and text on the printer.
To achieve a consistent appearance, business letters should be written using a letter template. This makes writing a letter very easy, since font, alignment, spacing etc. do not have to be selected.
Microsoft Word templates for letter, fax, and report are provided as standard components of the Morodo intranet. The corporate logo is incorporated into these items. Forms use the standard header design shown here.
For advice on designing templates contact the Marketing & Brand Department at Morodo Group Limited.
A4 Letterhead [Morodo Group Limited]210 x 297 mm, 100 gramWhite2 pantones + stock black
Dual language business card86mm x 54 mm300 gram silk stockWhite2 pantones + stock black
Envelope (C4)229 x 324 mm White2 pantones + stock black
Envelope (DL)110 x 220 mmWhite2 pantones + stock black
