· do not crop the logo do not use the crest as a single application ... ypi non ha ent claritatem...

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In this section we are going to introduce you to the various components of the USM identity. This is

what we call Primary Identity Elements - the basic ingredients that you will use whenever you need to

visually communicate USM to your audience.

The Identity

1.0

3USM Brand Manual ©2014

The Crest

The crest of USM, featuring the crescent and the moon, the two tigers, the shield and the motto, reflects the Malaysian identity from which the University draws its inspiration and support. The role of the University as a national institution is reflected in the other symbols in the crest.

The crescent symbolises the authority of Islam, the official religion. The fourteen pointed star signifies the unity of the thirteen states and the Malaysian government.

The two tigers, the national symbols of Malaysia, embody the qualities of strength. The two golden palm fronds signify economic prosperity.

1.1 The Identity

The shield, a universal reflection of protection , held by the tigers, is a traditional instrument of the indigenous people of Malaysia. Purple, signifying high rank, is the official colour of the University.

The open book in the shield represents knowledge associated with the University. The two keris, signifying the authority and power of royalty, are the traditional arms of the Malays. The hibiscus on the shield is the national flower.

Overall, the crest is underpinned by the motto ‘KAMI MEMIMPIN’ (WE LEAD) that reflects the role of the university in the fields of knowledge, teaching, research and community service.


The Logotype

The letter S in white is placed between the letters U and M in purpleThe official USM logotype is designed in the form of a string of three letters signifying the cohesiveness of USM as an organisation. The letter S is in white and is flanked by the letters U and M on either side in purple, the official colour of the University.

The use of the letter S in white symbolises the state of well-being (Sejahtera) prevailing within the campus as well as soundness of thought and the keenness of its citizenry.

The letter S, also signifies the Sciences (Sains) and Arts (Sastera), in the form of a symmetrical S, symbolising a sense of balance and harmony in the quest for knowledge.

The letter S with an opening at the top and the bottom represents our “out-of-the-box” trait, in line with the innovative aspirations of USM as stated in our mission statement.

1.2 The Identity

The letter S, which is connected to the letters U and M, signifies the close ties between the University and the masses, unified by knowledge and widely disseminated.

The Colour OrangeThe colour orange is taken from the colour of the tiger in the official USM crest to signify the dynamic and active nature of USM as a knowledge enterprise at both national and international levels.

The Triangle in OrangeThe triangle in orange symbolises the stability of USM, which has its basis in three core values - excellence, well-being and cordiality (Unggul, Sejahtera, Mesra). The placing of the triangle on the base of the letter S signifies the importance of these three core values in support of the USM motto ‘We Lead’.

The Four Vertical Bars in OrangeThe four vertical bars in orange signify the four guiding principles of USM which function as the main pillars in the overall development of the University.


1.3 The IdentityHorizontal Version

The Crest The Logotype The Descriptor

Vertical Version

The Crest The Logotype

The Descriptor

The Brand Signature

The USM Brand Signature is the very heart of the USM brand identity and as such must always appear in exactly the same manner wherever it is seen.

The Brand Signature is a combination of the Crest, the Logotype and the Descriptor. These are locked together as a single entity.

The Brand Signature can appear in two formats - horizontal and vertical - to maximise its visual impact dependent on the space available.


Ceremonial Seal Shown Actual Size

40mm

Ceremonial Seal Shown Actual Size

1.4 The Identity

Ceremonial Seal

As the name suggests, the Ceremonial Seal isreserved to mark our special ceremonial occasions such as awarding certificates and honourable recognition and acknowledgement to specialists in various fields. We recommend its usage is limited to restricted range of official insignia, documents, papers and medallions.

The Seal comprises a special version of the USM crest within a circle with the words ‘Universiti Sains Malaysia’ written around it in a circular form - the only occasion on which this format is to be used.

Please contact the Vice Chancellor’s office foracceptable usage of the Ceremonial Seal.


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1.5 The Identity

Construction GridThe Brand Signature - Horizontal

This grid is provided as a measurement and proportional relationship reference for manual reproduction purposes where photo-reproduction is not possible.

It helps describe and maintain the proportion of the elements in situations such as painted applications and signage.

The USM Signature is designed with precisionand sensitive proportions. It is essential that theproportions shown are exactly adhered to so that the Brand Signature does not become visually distorted.


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Construction GridThe Brand Signature - Vertical

This grid is provided as a measurement and proportional relationship reference for manual reproduction purposes where photo-reproduction is not possible.

It helps describe and maintain the proportion of the elements in situations such as painted applications and signage.

The USM Signature is designed with precisionand sensitive proportions. It is essential that theproportions shown are exactly adhered to so that the Brand Signature does not become visually distorted.

1.6 The Identity


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1.7 The Identity

Clear SpaceThe Brand Signature - Horizontal

To ensure that the Brand Signature is clearly visible and easily distinguishable, an area of clear space is required all around the Signature to keep it free from any other visual distraction or interference, i.e. other graphic elements.

In the Horizontal Signature, the clear space would be equal to the cap height of the word ‘Universiti’ (one unit ‘x’).

NB This clear space is specific to theHorizontal Signature.

An equal distance of unit ‘x’ is maintained all around the Signature.


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1.8 The Identity

Clear SpaceThe Brand Signature - Vertical

To ensure that the Brand Signature is clearly visible and easily distinguishable, an area of clear space is required all around the Signature to keep it free from any other visual distraction or interference, i.e. other graphic elements.

In the Vertical Signature, the clear space wouldbe equal to the cap height of the word ‘Universiti’(one unit ‘x’).

NB This clear space is specific to the Vertical Signature.

An equal distance of unit ‘x’ is maintained all around the Signature.

1.8 The Identity


DO NOT distort the signature DO NOT rotate or tilt the signature at an angle

DO NOT use the crest as a single applicationDO NOT crop the logo

DO NOT regenerate a new logotype for the identity DO NOT rearrange the elements of the signatureDO NOT create outlines for the signature

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University Sains Malaysia

DO NOT place the signature into �usy �ac�ground

DO NOT interchange the colours of the signature

1.9 The Identity

Unacceptable Usage

The elements that make up the Brand Signatureshould always be presented in the right positioning and proportions. It is strongly recommended that digital reproduction be used so as not to distort the propositions and positioning of the Crest, the Logotype and the Descriptor. No additional divisions, borders, unofficial type or graphic elements should be added to the Brand Signature.

The examples on the left illustrate unacceptable usage of the Brand Signature.

1.9 The Identity

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Colours form a significant and important part of USM’s brand identity. Correct usage, apart from helping

maintain the brand’s image from a colour perspective, allows us to clearly distinguish the University from

others, both in Malaysia and internationally.

Colour

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1Pantone 7404CCMYK Values2% Cyan9% Magenta80% Yellow1% Black







8BlackCMYK Values50% Cyan50% Magenta0% Yellow100% Black

2.1 Color

Colour Reproduction of USM Crest

The USM Crest is reproduced using the colourbreakdown as specified below.

It is essential that reproducing the Crest followsthese specifications in order to maintain consistency in its appearance across all the various media.

USM Brand Manual ©2014


Horizontal Version

4CPlease refer 2.1)

USM Orange USM Purple

Vertical Version

4CPlease refer 2.1)

BlackU SM OrangeU SM Purple

USM PURPLE

Pantone DS 175-1C

CMYK Values80% Cyan100% Magenta0% Yellow30% Black

USM ORANGE

Pantone DS 36-1C

CMYK Values0% Cyan65% Magenta100% Yellow0% Black

2.2 Color

Brand Signature in Full Colour -4 Colour Reproduction

The Brand Signature should ideally be reproduced in a 4 colour version.

It is preferable that the Brand Signature should appear in colour on a white background wherever possible but, in some instances, it may be necessary for other versions to be used.


Horizontal Version

Brand Signature in USM Purple Brand Signature in Black

Brand Signature in USM Purple

Vertical Version

Brand Signature in Black

2.3 Color

Brand Signature in Monochrome -Single Colour Reproduction

There will be circumstances, in particular when printing in newspapers and other publications, where the Brand Signature needs to be presented in either Monochrome (shades of grey) or in a single solid colour.

In these circumstances it would be possible to use either black or USM purple as the single colour (not orange).

The printing system used, and the final printed size of the Brand Signature, will determine which is the most appropriate.


Horizontal Version

Brand Signature in USM PurpleB rand Signature in Black

Brand Signature in USM PurpleB rand Signature in Black

Vertical Version

2.4 Color

Brand Signature in Single Colour -Solid Single Colour Reproduction

Where printing cannot accept Monochrome colouring it is necessary to use a solid single colour. Here again the options are either black and white or purple and white.

This ensures a consistent and accurate reproduction of the Brand Signature and highlights the design elements involved.


Horizontal Version

Brand Signature in Gold

Brand Signature in GoldB rand Signature Embossed

Vertical Version

Brand Signature Embossed

2.5 Color

Brand Signature in Special Finishes

In some specific cases the Brand Signature may require a special finish.

The Brand Signature can in these circumstances, to preserve the majestic look of USM, be printed in Gold or Hot-Stamped Gold.

When the USM Brand Signature needs to be discreet and subtle, it can appear as an embossed or debossed graphic.

No other metallic colours or finishes should be used at any time unless approval is given by the Vice Chancellor’s office, or the designated brand representative.


100% - 70% Tint

On Gradated Backgrounds

On Coloured Backgrounds

60% - 50% Tint 40% - 0% Tint

On Dark Coloured BackgroundsThe Signature is reversed out

On Medium Coloured BackgroundsThe Signature is reversed out

On Light Coloured BackgroundsThe Single Colour version is used

2.6 Color

Brand Signature on Tinted or Coloured Backgrounds

Ideally, the Brand Signature should be presented on a white background to ensure the Signature is visible with maximum clarity.

However, where it is not possible for the Signature to appear on white background, the Single Colour version should be used. Depending upon the tone of the background, the Signature has to be varied in relation to it. Against darker colours, the Signature will be in reverse white. Against lighter coloured backgrounds, it will print positive.

Please ensure that the background is of similar tonal value, i.e. all tones are either light, where the single coloured version of the Signature is used, or dark, where the Signature is reversed out.

Avoid busy / high contrast backgrounds, i.e. light areas and dark areas (see Unacceptable Usage 1.9).


2.7 Color

USM PURPLE

RED GREEN MAGENTA CYAN YELLOW

USM ORANGE

The USM Colours

The new USM Brand Identity has been designed to capitalise on the strong colours in our Brand Signature.

We have devised a clear visual grouping by Schools that will both give them their individual identities and relate them to USM.

This new colour scheme also supports a moreeffective differentiation in all our communicationsmaterials, adding vibrancy, dynamism, synergy and depth to the USM brand.

2020

Secondary graphics, as the name implies, are supporting elements that form a part of the visual language to enhance, and further reinforce,the overall USM brand identity. Secondary graphics can appear with the Brand Signature or on their

own, where they offer further unifying visual reference for the USM brand.

Secondary Graphics

3.0


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2003The triangle in orange symbolises the stability of USM, which has its basis

in three core values - excellence, well-beingand cordiality

Unggul, Sejahtera, Mesra).The placing of the triangle on the base

of the letter S signifies the importance of these three core values in support

of the USM motto We Lead’.

2008 - Apex StatusThe USM triangle is reflected to create

a stylised alphabet A’, signifying the APEX status of Universiti Sains Malaysia.

Reflection of the USM triangle

3.1 Secondary Graphics

Rationale

The award, in 2008, of APEX status to USM marked a significant moment in our history, and permanently changed the face of further education in Malaysia.

We have taken a bamboo shoot as our APEX symbol, perfectly reflecting USM with its implications of dynamic growth, strength and flexibility, all held together through the sustainable, intricate, inter-woven magic of nature.

Our USM triangle then lends itself perfectly to both a simplified symbol and a stylized “A” for APEX - the basis of our secondary graphic elements.


Logo ini dihasilkan sebagai kelangsungan inisiatif APEX sejak 2008. Bentuk segi tiga menggambarkan tiga bucu yang mewakili nilai-nilai utama - kecemerlangan, kesejahteraan dan kemesraan disertai komponen kehidupan berasaskan kepada keinsanan, persekitaran dan ketuhanan. Segi tiga ini disusun menaik ke atas bermaksud peningkatan pencapaian universiti yang berterusan dan seterusnya disusun dan membentuk huruf A sebagai lambang kepada

kecemerlangan dalam pelbagai bidang. Komposisi sembilan bentuk segitiga adalah mewakili sembilan teras APEX (Keilmuan, Masa Hadapan, Kelestarian, Kelainan, Kesejagatan, Kemanusiaan, Perubahan, Pengorbanan, Kesejahteraan) sebagai pemacu kecemerlangan. Segitiga yang paling besar (warna ungu) mewakili kepada teras keilmuan manakala segitiga kedua terbesar (warna putih) mewakili kesejahteraan.

3.2 Keterangan Logo


Warna yang digunakan adalah berasaskan kepada warna rasmi USM iaitu ungu & jingga. Warna ungu melambangkan kepada kematangan manakala jingga melambangkan dinamik sesuai dengan motto ‘Kami

Memimpin’ dan APEX yang bertunjangkan kepada kematangan yang diperkasakan oleh sifat dan sikap yang dinamik.

Warna Cyan 80%Magenta 100%Yellow 30%Black 30%

Cyan 0%Magenta 65%Yellow 100%Black 0%

3.3 Keterangan Warna Logo


Ketinggian Kedua-dua logo ada selari

3.4 Komposisi Logo APEX bersama Logo USM


3.5 Logo USM & Logo APEX - Monokrom (Satu Warna)


On Dark Coloured Background On Medium Coloured Background On Light Coloured Background

3.6 Logo APEX (Satu Warna) bersama Latar berwarna


3.7 Logo APEX bersama latar berwarna

Sam ple for Poster (Any Size in Potrait) Sam ple for Poster (Any Size in Landscape) Sam ple for Bunting/Stream er Sample for Banner (Landscape)

3.7 Logo APEX bersama latar berwarna

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Typography plays an important rolein ensuring USM’s brand identity and

overall look. It functions as an importantdistinguishing element of the brand.

To maintain consistency and preservethe brand identity, care must be takento ensure that the correct University

typeface is always applied.

Typography

4.0


ABCDEFGHIJKLMNOPQRSTUVWXYZa bcdefghijklmnopqrstuvwxyz1234567890

Headline

Baskerville Old Face

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Sub Headline

Univers 67 Bold Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Body Copy

Univers 57 Condensed

4.0 Typography

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USM’s printed materials are widelydistributed and play a very importantrole in presenting a quality image for

the University. If not laid out or printedcorrectly and consistently, they can

give the impression of disorganisation.It is, therefore, imperative that care andattention be given to the important taskof implementing the stationery system.

Stationery

5.0


5.1 Stationery

Namecard - University

The namecard is the most widely distributed “advertisement” for USM and as such is a principle ambassador for the University in both the public and private arena.

When we present our business cards as a group on any occasion they must be identical to ensure we portray the correct brand image.

Universiti Sains Malaysia11800 USM Pulau Pinang, MalaysiaTelefon 604 653 3888

samb

2689/2628Telefon 604 565 4617

Terus)Faksimili 604 656 9238dir_corp notes.com.mywww.usm.my

NamaKelayakan Opsyenal)Jawatan

Bahagian PembangunanKorporatCoporate Development

Division

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547.514.5

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Namecard - With Department

Name

Univers 67 Bold Condensed

6.5pt / 7.8ptQualifications

Univers 57 Condensed Oblique

5pt / 6ptPosition

Univers 57 Condensed

6.5pt / 7.8ptColourUSM Orange

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1 Universiti Sains Malaysia

Univers 67 Bold Condensed6.5pt / 7.8ptAddress & Contact Details Univers 57 Condensed6.5pt / 7.8ptColourUSM Purple

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Department/CentreBahasaUnivers 67 Bold Condensed6.5pt / 7.8ptEnglishUnivers 57 Condensed5.5pt / 6.6ptColourUSM Purple

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Letterhead - Schools

The Schools letterheads will also reflect their agreed colours in the School name and the secondary graphics triangles, while proudly bearing the overall USM Brand Signature.Shown here is the standard A4 size letterhead.

5.2 Stationery

Department/CentreBahasaUnivers 67 Bold Condensed10pt / 10ptEnglishUnivers 57 Condensed8.5pt / 8.5ptColourUSM Purple

Universiti Sains Malaysia Univers 67 Bold Condensed8.5pt / 10.2ptAddress & Contact Details Univers 57 Condensed8.5pt / 10.2pt ColourUSM Purple

Administrative TypefaceHeaders - Arial BoldBody Copy - Arial Regular10pt / 14pt


Memorandum - University

The internal memorandum sheet is built in the identical format to the letterhead for consistency.

It is also saved as a Microsoft Word template toallow easy use by all staff for both electronic and hard copy transmission.

5.3 Stationery

Department/CentreBahasaUnivers 67 Bold Condensed10pt / 10ptEnglishUnivers 57 Condensed8.5pt / 8.5ptColourUSM Purple

Universiti Sains Malaysia Univers 67 Bold Condensed8.5pt / 10.2ptAddress & Contact Details Univers 57 Condensed8.5pt / 10.2pt ColourUSM Purple

Administrative TypefaceHeaders - Arial BoldBody Copy - Arial Regular10pt / 14pt

MemorandumBaskerville Old Face8ptColourUSM Orange

NOTEIn the instance where it is the School’sMemorandum, & the Secondary Graphicswill adopt the School colours.

· do not crop the logo do not use the crest as a single application ... ypi non ha ent claritatem...

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