VI 视觉识别系统参考香港龙头LOGO应用.docx
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VI 视觉识别系统参考香港龙头LOGO应用.docx
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VI视觉识别系统参考香港龙头LOGO应用
BRANDGUIDELINES
February,2003
February,2003
POSITIONINGANDPLATFORMHongKongiswhereopportunity,creativityand
entrepreneurshipconverge.Itisadynamicphysicalandculturalhubwithworld-classinfrastructure,Asia'smoststrategiclocationandaglobalnetworkofpeoplewithanimpressiverecordofsuccessthatcansupportachievementofyourgoalsandobjectives.
ThesecorevaluesunderpinHongKong'spositioningasAsia'sworldcity:
Progressive,Free,Stable,Opportunity,andHighQuality.
February,2003
GuidelinesforuseofBrandHK
BrandHongKonghascomealongwaysinceitwaslaunchedattheFortuneGlobalForumon10May2001.Morethanalogo,BrandHongKongrepresentsHongKong,itscharacteristicsanditscorevalues–Progressive,Free,Stable,OpportunityandHighQuality.Itcomprisesastyliseddragon,alogotype“HongKong”andthebrandline“Asia’sworldcity”,underscoringHongKong’spositionasaninternationalhubforbusiness,artsandculture.AllthreeelementsoftheBrandshouldbeusedtogetherasmuchaspossible.
Tomaintainitsidentityandintegrity,
BrandHongKongmustbeusedaccordingtocertainspecifications.EachuseoftheBrandrequiresthepriorapprovaloftheBrandHKManagementOffice(seepage1).
TheupdatedpolicyguidelineswithregardtotheuseoftheBrandaresetoutbelow.TheUses
AstheofficialcorporateidentityoftheSpecialAdministrativeRegion,BrandHongKongis:
•AvehicleforpromotingHongKonggenerally,andoverseas;
•A‘location’brandidentifyingHongKongwithHongKongrelatedeventsandorganisations.
ThebasicpoliciesrelatingtotheBrandare:
•Itisnotintendedtoreplacethelogosoridentityofotherorganisations,includinggovernmentdepartments.
•Itisanumbrellabrandmeanttoco-existwithotherlogos,ofgovernmentaswellasnon-governmentorganisations,inaco-brandingsituation.
•Itcannotbealtered,takenoverbyorincorporatedintothelogosofotherorganisations.
•ThePrimarySignaturewithbrandlineshouldbeusedinEnglishorChinese.Thebilingualversionshouldbeusedonlywherethisisnecessary(seepage8).•TheBrandshouldnotappearequalinsizeorweightonthesameapplicationastheHKSARRegionalEmblem.
TheHKSARRegionalEmblemshouldbethemostdominantandtheBrandshouldappearasanendorsement.TheGuidelines
BrandHongKongisintendedforlongtermuse.Inordertoprotectitsidentity,andtoachieverecognitionand
acceptanceoftheBrand,itmustbeusedconsistently.
TheBrandisnotsimplyadesignfeature,tobechangedforcreativeorotherreasons.And,itisnotsomethingtobesimplyaddedtoacompleteddesign.Itshouldbeconsideredanintegralpartofadesignfromtheoutset,andbeusedinapropermanner.Thereisalreadyflexibilityinthespecificationstoallowittobeusedindifferentsituations.
TheseguidelineswillhelpyoureproducetheHongKongidentitywithcare,precisionandconsistency.
TheyincorporatethedesignfeaturesoftheBrand.Theyalsoincludedetailedinformationoncolour,sizeandhowtoandhownottousetheBrand.Theycanbefoundonthefollowingwebsite:
www.brandhk.gov.hk.
Theguidelinesaretoassistyouindraftingdesignsinthemostcorrectmanner.
ApprovalisstillrequiredfromtheBrandHKManagementOfficefortheuseoftheBrandinthefirstinstance,andforthefinaldesign.
PleasereadthisentiredocumentbeforestartinganyworkthatdisplaystheBrand.
February,2003
need...BrandHongKongisprotectedby
copyrightandpriorapprovalisrequiredfor
ittobeused.Finaldesignsarealso
subjecttoapproval.Theprocessissimple
andnoformsarerequired.Approvalfor
onecaseordesigndoesnotimplygeneral
approvalfortheuseoftheBrandinother
applicationsorsituations,nomatterhow
morehelp?
similartheymightbe.Eachproposeduse
oftheBrandmustbesubmittedfor
separateapproval.Justemailorwriteto
theaddressbelowwithfulldetailsofyour
request.Enquiriesshouldalsobedirected
tothesameemailaddress:
E-mail:
brandhk@isd.gov.hk
Fax:
(852)25987482
Tel:
(852)28428849
BrandHKManagementOffice
InformationServicesDepartment
4/F,MurrayBuilding
GardenRoad,Central
HongKong
1February,2003
BrandHongKongSignatureBrandlineBrandHongKongLogotypeDragonSymbolHongKong’svisualidentityisanimportantasset.ItsymbolizesthecharacteristicsofHongKongsuchasitsenergyandvibrantnature.Morethanalogo,itsrepresentsHongKonganditscorevalues.Itmustalwaysbeusedinitsapprovedform,tomaintainitsidentityandintegrity.TheBrandHongKongSignatureiscomposedofthreeelements:
theDragonsymbol,theBrandHongKonglogotypeandthebrandline.Thesignatureisauniquepieceofartwork–theDragonsymbolmustneverberecreated,theBrandHongKonglogotypemustneverbere-typesetandthebrandlinemustneveroverwhelmtheBrandHongKongsignature.Theproportions,asindicatedontheleft,shouldbemaintained.Onlytheapproveddigitalfilescanbeused.ThesecanbeobtainedfromtheBrandHK
ManagementOffice.
2February,2003
BrandHongKongSignature
BrandlineBrandHongKongLogotypeDragonSymbol3February,2003
EnglishVersionChineseVersionBilingualVersionThePrimarySignatureisthepreferredversionofBrandHongKong.ThePrimarySignatureisthefullcolourDragonwiththelogotypeandbrandline,usedinthehorizontallock-up(seepage8).TheDragonsymbolincorporatestheChinesecharactersandEnglishinitialsforHongKongandmustthereforealwaysbeusedinahorizontalposition,andfacinglefttoright.“Asia’sworldcity”shouldalwaysbeusedwithlowercaselettersfor“w”and“c”–includinginalltextformssuchastitles,speechesandpressreleases.4February,2003
ThePrimarySignaturecanalsobeusedwithoutthebrandline,“Asia’sworldcity”,asshownontheleft.
5February,2003
VerticalLock-upVerticalLock-up
Whenthehorizontallock-upisnotpracticalforyourgraphicrequirements,asecondarysignaturecanbeused.TheSecondarySignatureistheDragonwiththelogotypeusedinaverticallock-up,asshownontheleft.
Thebrandlinecannotbeusedwiththeverticallock-up.
6February,2003
TheDragonsymbolmaybeusedonitsowninspecialcircumstances.
Examplesincludegiftboxes,watches,lapelpins,etc.Insuchcases,theDragoncanbereproducedasanengraving,etching,foilstamping,etc.
7February,2003
EnglishVersion
ChineseVersion
BilingualVersion0.2XXHorizontalLock-upThehorizontallock-upofthesignaturehasbeencreatedforprimaryusage.ThisisthepreferredversionofthesignatureforBrandHongKong.ThePrimarySignaturewithbrandlineshouldbeusedinEnglishorChinese.TheEnglishversionistobeusedforalargelyEnglishspeakingaudienceandforoverseasaudiences,inHongKongaswellasoverseas.TheChineseversionistargetedforuseonapplicationsaimedataChinesespeakingaudience.TheBilingualversionshouldnotbeusedunlessnecessaryi.e.thatasinglelanguageversioncannotbeunderstoodbythetargetaudience."X",whichrepresentstheheightoftheDragonsymbol,isthebasisonwhichotherpartsshouldbecalculatedtoarriveatthecorrectproportions.
8February,2003
X
0.64X0.25X0.64X0.3XX2.3X
9February,2003
0.5X
X
0.5X
0.5X0.5X0.5X
X
0.5X
0.5X0.5X0.5X
X
0.5X
0.5X0.5XAlwaysmaintaintheminimumclearspacearoundtheBrandHongKongsignaturetopreserveitsintegrity.Tomaintainvisualclarityandtoprovidemaximumimpact,thesignaturemustneverappeartobelinkedtoorcrowdedbycopy,photographsorgraphicelements.Theminimumclearspacemustneverdifferproportionallyfromthediagramsdemonstratedonthispageandpage11.TheclearspacefortheBrandHongKongsignatureis0.5Xaroundthesignature.
10February,2003
0.5X
X
0.5X
0.5X0.5X
0.5X
X
0.5X
0.5X0.5X0.5XX0.5X0.5X0.5X0.5XX0.5X
0.5X0.5X0.5XX0.5X0.5X0.5X
11February,2003
MinimumSizewithBrandline20mm
20mm20mmMinimumSizewithoutBrandline15mm15mm15mm15mmMinimumSizeofDragonalone15mmToprotecttheintegrity,legibilityandimpactoftheBrandHongKongSignature,itmustneverbereproducedinsizessmallerthanthoseshownonthispage.ForprintapplicationsofthePrimarySignature,donotusetheDragonsmallerthan20mminwidth.Forusageofthesignaturewithoutbrandline,thewidthoftheDragonsymbolcanbereducedto15mm.Anyfurtherreductionwouldimpairitslegibility.
12February,2003
Full-ColourVersion(SpotColour)
º
º
100%DragonYellow100%DragonYellow
Full-ColourVersion(ProcessColour)
º0
ProcessColourGradient100%DragonYellow100%DragonRedThestandardsforPANTONE®coloursareshowninthecurrenteditionofthe
PANTONE®Colourformulaguide.Thecoloursshownonthispageand
throughouttheseguidelinesarenotintendedtomatchthePANTONE®Colour
Standards.PANTONE®isaregisteredtrademarkofPantone,Inc.
UseactualPANTONE®chips.Donotattempttomatchexamplesinthisguide.DragonRedandDragonYellowcomprisethesignaturecolourpalette.Spotcolourprintingisthepreferredoptionandshouldbeusedasoftenaspossiblebecauseonlytheseinkscanreproducethefullbrightnessofthesignaturecolours.Fourcolourprocessprintingmaybeusedwhenspotcolourreproductionisnotavailable.Manyfactorscaninfluenceaccuratecolourreproduction:
pressprocess,paperstock,linescreenandinkcoverage.•Forgoodqualityuncoatedpaperstock,usealinescreenof150lpi(linesperinch).•Forhighqualitybrochuresorcoatedartpaper,ingeneral175lpiorhigheristhestandardchoice.•Fornewsprintandsilkscreenprinting,85lpiscreenisthenormalchoice.TheBrandHongKong
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