brand guide 2018 - singapore management university · design elements work together to form a...

Brand Guide 2018

3. Stationery

3.1 Namecards

3.2 Letterhead

3.3 Envelopes

4. Brochure Covers

4.1 Overview

4.2 Schools

4.3 Institutes/Centres/Labs

4.4 Institutes/Centres/Labs with Co-Branding

4.5 School-based Programmes

4.6 School-based Programmes with Co-Branding

4.7 Department-based Programmes

4.8 Department-based Programmes with Co-Branding

4.9 Programmatic Core

4.10 Thematic Clusters

CONTENT

1. The SMU Brand

1.1 Introduction & Vision 2025

1.2 Positioning

1.3 Brand Proposition

1.4 Our Values

1.5 Brand Personality

1.6 Tone of Voice

2. Key Design Elements

2.1 Overview

2.2 Logo

2.3 Colour

2.4 Imagery

2.5 Typography

1. The SMU Brand

1. ThE SMU BrAnD

1.1

Visual Identity System Guidelines | The Brand Intent 1.1

INTRODUCTION & VISION 2025

The Singapore Management University (SMU) places a high priority on developing and maintaining a consistent corporate image in order to reinforce its status and position, bothin the local and wider communities.

Our brand is much more than a series of words, or a logo. It embodies whatSMU is all about; it tells people whowe are, what we stand for, and whatwe offer.

Why do we care about the SMU brand? This is primarily because a good brand creates opportunities to fulfil SMU’s vision. It encourages students to consider SMU, donors to contribute to our worthy causes, and our communities (geographical, professional and ideological) to support our initiatives.

VISION 2025

To be a great and iconic global-city University in Asia that excels in tackling the world’s complexities and impacting humanity positively, and producing leaders of tomorrow through its transformative education and multi-disciplinary research, to provide insights in solving these problems.

SMU Vision 2025 has been pivotal to our University’s strategic directions, giving us added impetus to innovate and stay a forerunner in the tertiary education sector, and contribute to Singapore and beyond.

The SMU brand guide is presented as a series of chapters. This is the day-to-day guidance of its applications, covering various key aspects of our corporate identity.

1.2


We create positive impact on business, government and society in Asia and beyond.

WhY ThIS MATTErS

POSITIONING

Positioning is ultimately about how we want to be thought of, and how we are differentiated from other universities.

More than a series of words, we think of this as an invitation to use the SMU positioning statement as a lens in considering how we can actively participate in imagining a better future together through what we do and how we do it.

SMU is a dynamic city University in the heart of Singapore. We are a specialised University focused on Management, Social Sciences and Technology, and their intersections.

WhAT SETS US APArT

We adopt an integrated research-teaching-learning-practice approach that fostersinnovative learning experiences and developsinfluential change agents and leaders.

hOW WE WILL MAKE A DIFFErEnCE

1.3


The SMU Brand Proposition, which we refer to as “Meaningful Impact”, is driven by our values. We seek to go beyond self-interest to create positive change in business, government and society in Asia and beyond.

We are committed to being a Game Changer, providing a transformative education for a generation of graduates; a Catalyst, leading in cutting -edge multidisciplinary research; and a Global Exemplar, as a pre-eminent and esteemed global-city University in Asia. All these and more, are embedded in our value proposition of making Meaningful Impact.

Whether it is making an impact in the community or leading multi-disciplinary research that addresses key societal issues, we seek to make a difference.

WE BELIEVE IN MAKING CHANGE THAT MATTERS.

BRAND PROPOSITION: MEAnInGFUL IMPACT

1.4


OUR VALUES

Our values determine how we conduct ourselves as an organisation; they guide the decisions we make and the way we behave.

COMMITMEnT

Sticking to an agreement and seeing a project through to completion even when the going gets tough.

COLLEGIALITY

Collegiality means more than just getting along with people. It means being a responsible citizen within the University community.

InTEGrITY

Being honest and truthful with yourself and especially with others.

LEADErShIP

Leadership is an influence, a conviction and a responsibility a team establishes.

rESPOnSIBILITY

The voluntary act of holding oneself accountable for one’s own actions.

EXCELLEnCE

Excellence entails giving your very best in every endeavour you undertake.

1.4

1.5


We deliver transformative education through innovative curriculum, co-curriculum and pedagogies, and contribute novel research insights, thus inspiring students to think differently and helping business, government and society to solve the world’s challenges uniquely and impactfully

We are a “multi-product” University, delivering integrative research, teaching, learning and practice. We drive change that positively impacts business, government and society

Our purpose is clear, to deliver innovative teaching, meaningful learning experiences and impactful research that touches lives

Our values of commitment, integrity, responsibility, collegiality, leadership and excellence are enduring qualities that define who we are and inform how we go about our work

We are a specialised global city University that creates influential change agents and future-forward leaders

We understand how the world works and are unafraid to challenge the status quo to blaze trails towards greater good

InnOVATIVE

MULTI-FACETED

PUrPOSEFUL

AUThEnTIC

ChAnGE-MAKEr

TrAILBLAZInG

BRAND PERSONALITY

Personality is what makes us recognisable to others. It’s not just what we do but the way in which we do it.

Our personality is the way we express ourselves outwardly and these traits are important tools in helping us identify and frame the content of our communications.

The SMU Brand Personality is the combination of characteristics or qualities that form our distinctive character.

Personality and purpose go hand-in-hand, and what we interpret as meaningful is shaped by who we are as an institution, and the values that we share.

In our communications, the SMU brand personality is best expressed through the tone of voice and imagery we select, and this should be centred around the proposition of Meaningful Impact.

1.6


TONE OF VOICE

Our tone of voice will inform and guide how we communicate with stakeholders through our various communication touchpoints.

When choosing imagery, and writing headlines and body copy, ensure that our tone of voice is consistently applied.

Our communications should use “invitational” language to encourage participation and partnership.

Headlines should be written to invite the audience to imagine the desired outcome of any given scenario.

InSPIrATIOnAL

“Imagine if business could make societies better.”

EXAMPLE:

“Through our centre for the analytics of aging, we provide vital insights and information which shape policy to make life for the elderly better.”

EXAMPLE:

“Transform the future together with us.”

EXAMPLE:

COLLABOrATIVEPresent a clear and compelling case for how SMU creates impact through what it does.

AUThOrITATIVE

2. Key Design Elements

2. KEY DESIGn ELEMEnTS

2.1

Visual Identity System Guidelines | Key Design Elements 2.1

In a Visual Identity System, several design elements work together to form a strong set of tools to ensure a consistent and unique look for a brand. Together, these elements are referred to as the Key Design Elements.

Each element is designed to contribute to a holistic system that strongly reflects the brand. While each element creates visual impact on its own, they combine to create a look that is uniquely SMU.

The following pages describe these elements in detail.

OVERVIEW

IMAGErY

LOGO

COLOUrS

KEY GrAPhIC

FOnTS

Trade Gothic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Pantone 2766 Pantone 873

2.2

Visual Identity System Guidelines | Key Design Elements 2.2.1

LOGO1. Introduction

ThE SYMBOLSMU’s majestic Tangram Lion‚ represents Leadership, Strength, Dignity, Wisdom and Loyalty.

The Lion Symbol is the father figure who provides wisdom and guidance, reflecting the country’s original name of Singapura or Lion City. His face is described through a stylised tangram (a Chinese ‘wisdom puzzle’ made up of seven triangular pieces).

The Symbol has been meticulously created to convey the University’s position at the forefront of tertiary education in business, and technology, Social sciences and its strategic partnerships.

ThE COLOUrSThe deep blue is strong and classic. It is legible and authoritative; conveying a sense of clear direction of this powerful, stable colour. It is cool, confident and dignified.

The use of gold in the identity brings in a combination of richness and lightness. It is also a counterbalance to the dark blue. Gold is at the opposite end of the colour spectrum to dark blue. As such, the colours complement each other.

The combination of these two colours also reflects Singapore’s history as a mercantile trading seaport, Gold for Wealth and Blue for the Sea that makesit possible.

2.2


LOGO2. Overview of SMU Signature Family

FOrMAL OPErATIOnAL SIGnATUrEhOrIZOnTAL FOrMAT

DUAL LAnGUAGE SIGnATUrEhOrIZOnTAL FOrMAT

BUSInESS CArD SIGnATUrE

FOrMAL OPErATIOnAL SIGnATUrEVErTICAL FOrMAT

DUAL LAnGUAGE SIGnATUrEVErTICAL FOrMAT

CErEMOnIAL SEAL

2.2


LOGO3. Signature Usage

This page summarises the main versions of the Signature in use. A wide range of formats are available to maximise its impact on any application.

FOrMAL OPErATIOnAL SIGnATUrES The Formal Operational Signatures must be used in corporate materials, presentations, stationery, letterheads, advertising and promotions.

CErEMOnIAL SEAL The Ceremonial Seal is for special usage only, ie. degree certificates, ceremonial occasions, commencement materialsand merchandise.

ThE CErEMOnIAL SEAL

USAGE: • CORPORATE MATERIALS• PRESENTATIONS• STATIONERY• LETTERHEADS• ADVERTISING• PROMOTIONS

USAGE: • DEGREE CERTIFICATES • CEREMONIAL OCCASIONS • COMMENCEMENT MATERIALS• MERCHANDISE

FOrMAL OPErATIOnAL SIGnATUrEhOrIZOnTAL FOrMAT

FOrMAL OPErATIOnAL SIGnATUrEVErTICAL FOrMAT

2.2


LOGO4. Single-Language Signatures

The Formal Operational Signatures are considered single-language Signatures.

Each Signature comprises three parts:• A symbol referred to as

the Tangram Lion

• A logotype consisting the capital letters ‘S’, ‘M’ and ‘U’

• The full name of the University ‘Singapore Management University’

Together these create the single-language Signatures. They come in both horizontal and vertical formats.

hOrIZOnTAL FOrMAT This is the preferred option. This version includes the SMU initials as well as the full name. The logotype and full name are placed on the right of the symbol. The full name appears in two lines.

VErTICAL FOrMAT In this version, all parts are centred and the logotype and full name are placed below the symbol. The full name appears in two lines.

TYPOGrAPhYThe font used in the logotype and name is Trajan.

VErTICAL FOrMAT

FILE NAME: FOS_V

hOrIZOnTAL FOrMAT

FILE NAME: FOS_h

2.2


LOGO5. Dual-Language Signatures

VErTICAL FOrMAT

FILE NAME: DLS_V

hOrIZOnTAL FOrMAT

FILE NAME: DLS_h

The Dual-Language Signatures include a Chinese translation of the university’s name placed below the English name.

They come in both horizontal and vertical formats.

hOrIZOnTAL FOrMAT The logotype, as well as English and Chinese names, are placed on the right of the symbol. The English name appears in two lines while the Chinese name is placed below it in one line.

VErTICAL FOrMAT All parts are centred, with the logotype, as well as English and Chinese names placed below the symbol. The English name appears in two lines while the Chinese name is placed below it in one line.

TYPOGrAPhYThe logotype and English name are set in Trajan.

The Chinese name is set in a modifiedversion of Han Yi Zhong Hei Jian.

2.2


LOGO7. Construction Grid, Single-Language Signatures

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

It helps maintain the proportion of the elements such as painted application on hoardings and signage.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

0.5X

0.5X

2X

X

X

2.2


LOGO8. Construction Grid, Dual-Language Signatures

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

It helps maintain the proportion of the elements such as painted application on hoardings and signage.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

0.5X

0.5X

0.5X

0.5X

0.5X

2X

X

X

2.2


LOGO9. Clearspace, Single-Language Signatures

To ensure that the Signature or Logotype is clearly visible and easily distinguishable, an area of Clearspace is required around the Signatureto keep it free from any other visual distraction or interference.

In both the horizontal and vertical presentations, the Clearspace would be equal to the height of the letters ‘SMU’ (illustrated at right by repetitionof lighter-coloured SMU border).

NOTE: This clearspace is unique to the Formal Operational Signatures.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

X

X

X

X

X

X

X

X

2.2


LOGO10. Clearspace, Dual-Language Signatures

To ensure that the Signature or Logotype is clearly visible and easily distinguishable, an area of Clearspace is required around the Signatureto keep it free from any other visual distraction or interference.

In both the horizontal and vertical presentations, the Clearspace would be equal to the height of the letters ‘SMU’ (illustrated at right by repetitionof lighter-coloured SMU border).

NOTE: This clearspace is unique to the Formal Operational Signatures.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

X

X

X

X

X

X

X

X

X

2.2


LOGO11. Preferred Positions

The preferred position of the Signature is either top right or centred.

The preferred positions of Formal Operational Signatures are:

hOrIZOnTAL FOrMATThe preferred position is top right and the Typography is in three lines to the right of the Symbol. The Clearspace above the Signature is double the height of the Typography ‘SMU’, while the Clearspace on both sides and below theSignature is the height of the Typography ‘SMU’.

VErTICAL FOrMATThe preferred position is centredand the Typography is in three lines below the Symbol. The Clearspace above the Signature is double the height of the Typography ‘SMU’, while the Clearspace on both sides and belowthe Signature is the height of the Typography ‘SMU’.

hOrIZOnTAL FOrMAT

VErTICAL FOrMAT

X

2X

X

X

X

X

2X

X

X

X

2.2


LOGO12. Unacceptable Usage

As the Signature is created specially to present a strong visual element, it is imperative that we avoid the examples given on this page. These illustrate the unacceptable variations of the usage of the Signature.

nO DISTOrTIOn OF ShAPE

nO OUTLInE VErSIOn

nO POSITIOnInG OnTOBUSY BACKGrOUnDS

nO TILTInG OF SIGnATUrE

nO InTErChAnGInG OF COLOUrS

nO rECOnFIGUrATIOn OFTYPOGrAPhICAL ELEMEnT

nO USE OF SYMBOL AS SInGLE APPLICATIOn

nO InTrUSIOn InTO CLEArSPACEBY AnY OThEr ELEMEnTS

nO rEArrAnGInG OFSIGnATUrE ELEMEnTS

2.2


LOGO13. Single-Colour Versions

SInGLE-COLOUr Single-colour usage comprises SMU Blue and SMU Gold.

In cases of Process Colour reproduction, the SMU Blue and SMU Gold can be used as shown on the right.

BLACK & WhITE The Signature may be represented in simple Black & White or Monochrome (shades of Gray).

SMU BLUEPANTONE 2766PROCESS 100C 94M 0Y 47K

BLACK & WhITE SIGnATUrES

SInGLE COLOUr SIGnATUrES USInG SInGLE PAnTOnE Or PrOCESS COLOUr

SMU GOLD PANTONE 873PROCESS 40C 50M 80Y 10K

2.2


LOGO14. Coloured Backgrounds

The Signature may be presented on various coloured backgrounds. What is critical is that the Signature is visible with maximum clarity. Depending on the tone and colour 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 colours, it will be printed in positive.

Please ensure that the background is of a similar tonal value, ie. all tones are either light, where the single-colour version of the Signature is used, or dark, where the Signature is reversed out.

Avoid busy/high contrast backgrounds, ie. light areas and dark areas (see Page 2.2.12 for Unacceptable Usage).

On dark coloured backgroundsThe Signature is reversed out

On mid-toned backgroundsThe Signature is reversed out

On light coloured backgroundsThe single coloured version of theSignature is used.

2.2


LOGO15. Correct Usage on Varying Backgrounds

The examples on the right show the use of the Signature on varying light to dark tint backgrounds.

This guide is a reference for establishing the value or contrast on black and whitebackgrounds. It is particularly important if you are considering reproduction in newspapers or other single colour applications.

Please note the recommendation for the application of two colours and single colour Signatures. In both cases, maximum background tints are specified and must not be exceeded in order to maintain legibility.

Two Colour versionmay only appear onbackgrounds with upto 20% tint.

Single Colour Goldversion may only appear on backgrounds from 10% to 30% tintand from 90 to 100%.

Single Colour Blueversion may only appear on backgrounds with up to 30% tint.

Black and Whiteor Reverse Whitelogos may only appearon the abovespecified tints.

10%Black

10%Black

10%Black

30%Black

70%90%

20% 20% 20% 40% 80%100%

30% 30% 50%

60%

90%

100%

2.3


Corporate Colours play an important role in projecting a recognisable brand identity for the University. Use of the two corporate coloursis critical when reproducing the University Signature. These are henceforth known as:

• SMU Blue

• SMU Gold

SMU BLUEThe deep blue colour is strong and classic. It is legible and authoritative; conveying a sense of clear direction of this powerful stable colour. It is cool, confident and dignified.

SMU GOLDThe use of gold in the identity brings in a combination of richness and lightness. It is also a counterbalance to the dark blue.

Gold is at the opposite end of the colour spectrum. As such the colours complement one another.

COLOUR1. Corporate Colours

2.3


COLOUR2. School Colours

Each of the schools within the University has its own official colour to visually identify it. These are critical when reproducing the School Signatures:

SChOOL OF ACCOUnTAnCYWarm Red

LEE KOnG ChIAn SChOOL OF BUSInESSWarm Blue

SChOOL OF ECOnOMICS:Deep Turquoise

SChOOL OF InFOrMATIOn SYSTEMSDeep Yellow

SChOOL OF LAWRoyal Purple

SChOOL OF SOCIAL SCIEnCESEmerald Green

A deep purple was chosen for this School for its associations with dignity and wisdom. A powerful colour, purple is often used by royalty and dignitaries on important occasions, and connotes nobility and ceremony. Purple combines the stability (yin) of the blue and the energy (yang) of the red to form a confident and inspiring symbol for the School.

This rich, lush colour has been chosen for its associations with growth and new hope, providing a fertile environment nurturing young minds. Balanced by soothing ‘yin’ properties, Emerald Green is brimming with vitality – supporting, encouraging and propelling students in their ambitions.

This colour has been selected to create a warm and positive impression for the School. It has a rich colour; bold, powerful and compelling. But this red has a softness that balances the energy of the colour. It is auspicious (red) but not garish. It has a sense of quality, ‘yang’, thoughtfulness, richness and power.

This School will be represented by a warm deep blue colour that will work comfortably with the dark blue and gold of the SMU identity. The blue is vibrant enough to appeal to students, yet calm and collected enough to reflect the prestige and power of the School and the lessons within it. It is an unusual blue in that there is a hint of magenta in the colour to keep the ‘ying’ from overpowering the viewer.

This cool ‘ying’ colour has been selected to complement the deep red. The calmness and richness of the blue-green evokes the sense of introspection and calm reflection inherent in study and learning. The turquoise colour is fresh without being too bright, cool, without being cold.

This School will be represented by a deep, almost royal golden yellow. The colour speaks of sunshine, light and warmth. It is deep enough to allow the white letters to be read (usually inherently difficult). It will appeal to the students and faculty alike and act as a bright, spirited counterpoint to the deeper colours of the other Schools.

SChOOL OF ACCOUnTAnCY

SChOOL OF InFOrMATIOn SYSTEMS

LEE KOnG ChIAn SChOOL OF BUSInESS

SChOOL OF LAWSChOOL OF ECOnOMICS

SChOOL OF SOCIAL SCIEnCES

2.5


IMAGERY

Main images must be inspirational and encourage the viewer to imagine the possibility of making things better. We should always avoid using images that do not express an idea.

Here are some guidelines to selecting or producing main images:

SUBJECTS • Always engaged and

positive-looking

• Use natural poses

• Always show people in settings related to their field of study

STYLE• Natural lighting

and colour tones

• Off-centred, subject focus

• Low depth-of-field with distinct foreground, middleground and background elements

Principles

2.6


TYPOGRAPHYOverview

One of the key factors in visual system is the use of the typestyle for text or running copy. Using a consistent family of typefaces visually reinforces the identity of SMU.

The typefaces selected here are as much for their legibility as for their significance in specific uses.

The examples on the right show the primary typefaces for Corporate and Bodycopy usage.

COrPOrATE TYPEFACES• Trajan is the main font used in

conjunction with the Singapore Management University Signature. It has a classical appeal yet conveys a contemporary look.

• Trade Gothic is the font used for applications.

BODYCOPY TYPEFACETrade Gothic is the supporting sans serif font used in general text applications. It is recommended for use as a body text in brochures and printed collateral and approved for advertising, print, stationery address blocks and tagline.

Trade Gothic in its variant forms (Roman, Bold No.2, Oblique) may also be used for general office administrative purposes for example; namecards, faxes or memos.

COrPOrATE TYPEFACES

BODYCOPY TYPEFACES

WEB AnD ADMIn TYPEFACE

ChInESE TYPEFACE

SIGnAGE TYPEFACES

5. Stationery

5. STATIOnErY

Visual Identity System Guidelines | Stationery 5.1.1

NAMECARDS

The options stated in Type 1 and Type 2 are based on the ratio between font size and the number of lines on the namecards.

Type 1 namecards allow for Name, Academic Title and one line for Functional Titles including Office & School. The back of the namecard has an option for name and address in foreign language.

Where a local phonetic translation of either the name, email or website is not appropriate, the original is retained in English.

There is an option to print Chinese name next to the English name. In this case, the back of the namecard remains blank as indicated.

NOTE: The SMU logo seen on the namecards has been specifically designed for and is exclusive to the namecard use only.

EnGLISh FrOnT / ChInESE BACK

EnGLISh FrOnT WITh ChInESE nAME OPTIOnWith this option, there is no need to print full Chinese information on reverse.

5.11. Faculty/Staff/School Type 1


Type 2 allows for a larger point size by placing the Title / Office / Dept / School information on one line, e.g. Manager, Corporate Communications.

Type 2 also has the option of printing the Chinese name next to the English name. The back of the namecard remains blank as indicated.

NOTE: The SMU logo seen on the namecards has been specifically designed for and is exclusive to the namecard use only.

Sam SampleTitle/Office/Department/[email protected]

[email protected]

Name in Han Yi Zhong Hei Jian10pt on 8pt leading

Title/Office/Department/School in Han Yi Zhong Hei Jian

8pt on 8pt leading

Details in Trade Gothic7pt on 8pt leading

Sam SampleTitle/Office/Department/[email protected]

Tel: +65 6822 0100 (main) +65 6822 0216 (direct)Hp: +65 9123 4567

Administration Building81 Victoria StreetSingapore 188065

www.smu.edu.sg

Administration Building81 Victoria StreetSingapore 188065

www.smu.edu.sg

Name in Trade Gothic Bold No.29pt on 10pt leading

Title/Office/ Department/School in Oblique

8.5pt on 10pt leading

Email in Trade Gothic8pt on 9pt leading

Details in Trade Gothic 7pt on 8pt leading

Name in Han Yi Zhong Hei Jian10pt can sit alongside English name.

Tel: +65 6822 0100 (main) +65 6822 0216 (direct)Hp: +65 9123 4567

EnGLISh FrOnT / ChInESE BACK

EnGLISh FrOnT WITh ChInESE nAME OPTIOnWith this option, there is no need to print full Chinese information on reverse.

NAMECARDS5.12. Faculty/Staff/School Type 2

5.3

Visual Identity System Guidelines | Stationery 5.3

LETTERHEAD

The FOS_H Signature is at the top left. The Clearspace above and to the left of the Signature is twice the height of the SMU initials. The other margins are as specified in the example.

SMU’s address and contact details are at the bottom left in two lines.

Administrative TypefaceArial, shown here at 10pt on 13pt leading

FOLD LINES

FOLD LINES

An example of a School Letterhead Sign-off

Trade Gothic 8pt on 11pt leading

5.4


ENVELOPES1. DL

Administration Building 81 Victoria Street Singapore 188065

Clear Zone for Postal Barcode

Mr Sam SampleDesignationSample Company Pte Ltd123 Sample Avenue#12-30 SamplebuildingCountry code 123000

20mm

20mm

55mm10mm

SINGAPORE MANAGEMENTUNIVERSITY

40mm

6mm

The Signature is at the top left of the envelope.

SMU’s address and contact details are at the bottom left of the envelope.



ENVELOPES2. DL Window



Administration Building 81 Victoria Street Singapore 188065

Clear Zone for Postal Barcode

Mr Sam SampleDesignationSample Company Pte Ltd123 Sample Avenue#12-30 SamplebuildingCountry code 123000

20mm

20mm

55mm10mm

SINGAPORE MANAGEMENTUNIVERSITY

40mm

20mm

6mm

26mm


5.4


ENVELOPES3. A4



NOTE: Illustration is shown at 80% of actual size.


5.4

6. Brochure Covers

6. BrOChUrE COVErS

6.1

Visual Identity System Guidelines | Brochure Covers 6.1

OVERVIEWLayout Templates

The Tangram Banner should feature prominently in all brochure covers. Depending on the entity type, each brochure cover template features the Tangram Banner in a different configuration.

The following pages show examples of how the different templates are used.

NOTE:The guidelines in the following pages are based on the A4 format. Brochures should be set in this size at all times, unless approved by Office of Corporate Communications & Marketing.

SChOOL BrOChUrE COVErS

ThEMATIC CLUSTEr BrOChUrE COVErSPrOGrAMME BrOChUrE COVErSCO-BrAnDED PrOGrAMME BrOChUrE COVErS

InSTITUTE/CEnTrE/LAB BrOChUrE COVErS

CO-BrAnDED InSTITUTE/CEnTrE/LABBrOChUrE COVErS

PrOGrAMMATIC COrE BrOChUrE COVErS

6.2


SCHOOLS

1) UnIVErSITY LOGOThe position of the SMU Logo is fixed within the top panel.

2) SChOOL nAMEThe School’s name must be inserted within the bottom panel.

COLOUrArea marked with * must be set in the respective School colours.

TYPESETTInGSchool name: Trade Gothic Bold No. 214pts/18ptsAll Capitals

Supporting Text or Proposition Line: Trade Gothic Medium12pts/14ptsSentence Case

TEMPLATE ArTWOrKThis template is available as a digital working file. Do not create layouts without using the available template.

SAMPLES

SCHOOL OF LAW

Raising the bar with all-round Excellence

SCHOOL OF SOCIAL SCIENCES

A holistic mindset to tackle the complexities

of today

NAME OF SCHOOL

Supporting Text or Proposition Line

IMAGE AREA

2

1

*

6.3


INSTITUTES/CENTRES/LABS



3) InSTITUTE/CEnTrE/LAB nAMEThe Institute/Centre/Lab’s name must be inserted in this panel.

COLOUrAreas marked with * must be set in the respective School colours.

TYPESETTInGSchool name: Trade Gothic Bold No. 210pts, All Capitals

Institute/Centre/Lab name: Trade Gothic Bold No. 212pts/16pts, All Capitals

headline: Trade Gothic Medium24pts/26pts, Title Case, SMU Blue


SAMPLES

SCHOOL OF INFORMATION SYSTEMS

Strengthening the security of mobile computing systems, applications and services through technological solutions

SECURE MOBILE CENTRE

SCHOOL OF LAW

CENTRE FOR CROSS BORDER

COMMERICAL LAWIN ASIA

Research Excellence and Informed Debateon Commercial Law in Asia

HeadlineHeadlineHeadline

NAME OF SCHOOL

NAME OF INSTITUTE/CENTRE/LAB

IMAGE AREA

2

3

1

*

*

*

HEADLINE TEXT ANCHORED TO THIS LINE

6.4


NAME OF INSTITUTE/CENTRE/LAB

Headline Headline Headline

NAME OF SCHOOL

INSTITUTES/CENTRES/LABS WITH CO-BRANDING



3) InSTITUTE/CEnTrE/LAB nAMEThe Institute/Centre/Lab’s name must be inserted in this panel.

4) PArTnEr LOGOThe partner’s logo must be inserted in this area.

COLOUrAreas marked with * must be set in the respective School colour.


Institute/Centre/Lab name: Trade Gothic Bold No. 212pts/16pts, All Capitals

headline: Trade Gothic Medium24pts/26pts, Title Case, SMU Blue


SAMPLES


Bringing Smart Nation Analytics to Life

LIVING ANALYTICS RESEARCH CENTRE


Bringing Smart Nation Analytics to Life

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HEADLINE TEXT ANCHORED TO THIS LINE

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6.5


SCHOOL-BASED PROGRAMMES



3) PrOGrAMMATIC COrE TYPEThe Programmatic Core type must be inserted in this SMU Gold panel.



Programmatic Core: Trade Gothic Bold No. 214pts/18pts, All Capitals

Programme Title: Trade Gothic MediumTitle Case School colour

Supporting Text or Proposition Line: Trade Gothic Medium12pts/14pts, Sentence Case


SAMPLES

SCHOOL OFSOCIAL SCIENCES

PhD in PsychologyCutting edge insights into individuals, organisations and societies

RESEARCHDEGREES


Master of IT in BusinessDriving to new heights with insights MASTERS

NAME OF SCHOOL

PROG TYPESECOND LINE

Title of ProgrammeSupporting Text or Proposition Line

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SCHOOL-BASED PROGRAMMES WITH CO-BRANDING





COLOUrAreas marked with * must be set in the respective School colours.



Programme Title: Trade Gothic Medium, Title Case School colour



SAMPLE

MASTERS

SCHOOL OF LAW

Dual LLM in Commercial LawA practical edge for a future in law

NAME OF SCHOOL



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DEPARTMENT-BASED PROGRAMMES



3) DEPArTMEnT nAMEThe department’s name must be indicated at the top left corner.

COLOUrAreas marked with * must be set in SMU Blue.

TYPESETTInGDepartment name: Trade Gothic Bold No. 218pts/18pts, All Capitals


Programme Title: Trade Gothic MediumTitle Case SMU Blue



SAMPLES

PROFESSIONAL

Executive Skills for Board Members in Challenging Times

EXECUTIVE DEVELOPMENT

Understanding of your role as a director and how to serve the firm more effectively

PROFESSIONAL

SMU ACADEMY

How to Set up Your Own Private Equity FundDeveloping deeper insights and the forumulating of fund strategies



DEPARTMENT NAME

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DEPARTMENTNAME

DEPARTMENT-BASED PROGRAMMES WITH CO-BRANDING



3) DEPArTMEnT nAMEThe department’s name must be indicated at the top left corner.



TYPESETTInGDepartment name: Trade Gothic Bold No. 218pts/18pts, All Capitals


Programme Title: Trade Gothic MediumTitle Case, SMU Blue



SAMPLE

PROFESSIONAL

Asia Leaders Programme in Infrastructure Excellence

EXECUTIVEDEVELOPMENT

Understanding different perspectives in the vast arena of infrastructure

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PROGRAMMATIC CORE


2) PrOGrAMMATIC COrE InDICATOrThe position for the Programmatic Core Indicator is fixed.

3) PrOGrAMME TITLEThe position for the programme title is fixed.

COLOUrSMU Blue and SMU Gold must be applied as shown here.

TYPESETTInGProgramme Title: Trade Gothic Medium32pts/33pts, Title Case

Supporting Text or Proposition Line: Trade Gothic MediumSentence CaseMinimum size: 12pts


SAMPLES

A new generation of leaders shaping

a better world

Postgraduate ProfessionalProgrammes

Masters

Research Excellence across Management,

Social Sciences & Computing

PhD ProgrammesResearch Degrees

Title ofProgramme

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THEMATIC CLUSTERS


2) ThEMATIC CLUSTEr InDICATOrThe Theme Indicator must be inserted within the bottom panel.

COLOUrArea marked with * must be set in the respective theme colours.


SAMPLES

As the garden grows, so does the gardenerGERTRUDE JEKYLL

SMU Green is a University-wide programme that involves students, staff and faculty in cultivating change through experiential and reflexive learning.

GREEN

An experiential journey of discovery

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For more information, please contact:

Office of Corporate Communications and MarketingSingapore Management UniversityAdministration Building81 Victoria StreetSingapore 188065

Email: [email protected]

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