Hong Kong Baptist University Corporate Identity Manual

Transcription

1 Hong Kong Baptist University Corporate Identity Manual Contents 1. Foreword 2. University Emblem and University Logo: General principles 2.1 University Emblem 2.2 University Logo 3. University Emblem 3.1 Standard version 3.2 Single-colour versions 3.3 Exclusion zone 3.4 Minimum size 3.5 Examples of incorrect usage 4. University Logo 4.1 Standard versions 4.2 Single-colour versions 4.3 Exclusion zone 4.4 Minimum size 4.5 University Logo as a design element 4.6 Examples of incorrect usage 5. Tagging University Logo with identity of an HKBU Unit 5.1 Lock-up of University Logo and secondary logo 5.2 Lock-up of University Logo and name of a Unit 5.3 Lock-up without University Logo 5.4 No lock-up 6. Applications 6.1 Letterhead Standard version Adding secondary logo 6.2 Envelopes Standard version With name of a Unit 6.3 Compliments slip 6.4 Name card General principles Standard version Long-text version With secondary logo 6.5 Powerpoint 7. Enquiries and Approval for Deviation Annex 1: Positions for Titles/Names on Letterhead Page 1 of 29

2 1. Foreword Presenting the HKBU identity consistently and correctly is an effective means to strengthen the University image. The University management has thus been issuing and updating various guidelines on the usage of the University Emblem and the University Logo as well as their applications since March The HKBU Corporate Identity Manual was developed to provide the University community and their vendors clear guidelines on the usage of the University Emblem and the University Logo as well as their applications. The guidelines in this Manual have to be followed by the University community and their vendors when the University Emblem and/or University Logo are/is used. Any non-compliance requires the prior approval of the Vice-President (Administration) and Secretary via the Director of Communication and Public Relations. 2. University Emblem and University Logo: General principles 2.1 University Emblem The Emblem, adopted in 1957 and modernised in 1994 when Hong Kong Baptist University acquired university status, comprises three pictorial elements. The book symbolises the unique quality of the University s educational philosophy that involves training the mind, body and spirit Whole Person Education. The waves are symbolic of Hong Kong s geographic nature as well as the University s unceasing pursuit of excellence. The interlocking border illustrates the linkage of kindred spirits, reflecting HKBU s Christian heritage and international relationships. The University Emblem is an official symbol of the University and should be used for formal and official occasions, University-level ceremonial activities and publications such as: Page 2 of 29

3 University seal and flag Exterior walls of buildings Academic certificates/diplomas/transcript Academic journals/papers Contracts for staff appointment Founders' Day Service/Reception Convocation and Honorary University Fellowship Conferment Ceremony Commencement and Honorary Doctorate Conferment Ceremony Baccalaureate Service Important: Departments/Offices which intend to use the University Emblem on occasions, ceremonial activities and publications other than those listed above must seek the prior approval of the Vice-President (Administration) and Secretary via the Director of Communication and Public Relations. 2.2 University Logo The Logo is derived from elements of the Emblem and embodies the book and water motifs. The acronym BU coupled with the outlined book resemble the Chinese characters of welcome ( 迎 ) and progress ( 進 ) conceptualising the merging of Eastern and Western cultures. The book in the Logo symbolises knowledge and is also a reminder of the Christian heritage of the University. As in the Emblem, the water motif undergirds the Logo reflecting Hong Kong s geographic nature as well as the University s unending vigilance for quality. The University Logo is designed to help promote the image of the University, and should be used for publicity and promotional purposes, examples of which are as follows: Stationery (letterhead, envelope, compliments slip, facsimile cover sheet, etc) Name cards Promotional items (leaflet, pamphlet and posters etc) Page 3 of 29

4 Regular publications (HKBU Horizons, On Campus, newsletters of Faculty/School/ Department/Centre/Office etc) Corporate collaterals (annual report, corporate brochures etc) Uniforms (department T-shirts and jackets etc) Award certificates and trophies Event items (name tags, backdrops, signage, T-shirts, souvenir flags and items etc) University facilities and signage (lecterns, entrance doors etc) Important: The University Logo should primarily be used together with the names (Chinese and English) of the University (the official version, see Section 4.1 below; other acceptable formats are listed in the same Section). Please note that the proportion of each element of the Logo must be adhered to. 3. University Emblem The University Emblem is an official symbol of the University and should be used for formal and official occasions, University-level ceremonial activities and academic journals/papers. Please also refer to section 2.1 on the general principles. 3.1 Standard version Official Version (GAO reference: PC001C, MAC001C) Spot Colour: Blue: Pantone 287 Gold: Pantone 872 Process Colour: Blue: 100C 69M 0Y 11K Gold: 18C 30M 56Y 11K RGB Value: Blue: R: 0 G: 72 B: 152 Gold: R: 216 G: 183 B: 122 Page 4 of 29

5 3.2 Single-colour versions Basic version (GAO reference: PC001B, MAC001B) The Emblem should be in solid black or blue for single-colour printing. Black: Pantone black Blue: Pantone 287 Embossing and Hotstamping The Emblem can be applied in embossing or hot stamping formats. Colours acceptable for hotstamping: Blue Gold Silver White-edged version in grey tone application (GAO reference: PC001W, MAC001W). Page 5 of 29

6 White-edged version in full-colour application An optional white edge can be applied to the Emblem when it is on a colour background. 3.3 Exclusion zone There is a minimum space around the University Emblem that must be left clear. This space is referred to as the exclusion zone X. Exclusion zone must be observed, except in special, pre-approved circumstances. The exclusion zone around the Emblem is the width of a page of the book in the Emblem. Page 6 of 29

7 3.4 Minimum size A minimum size of the University Emblem is to be observed to ensure the details are legible. The height of the Emblem should not be less than 1.5cm. 3.5 Examples of incorrect usage For easy reference regarding the applications, below are some examples of incorrect usage of the Emblem. Please note that the list of examples is not exhaustive. The Emblem should never be reversed white on any application, instead, a white edge should be applied. Never apply special effects on the Emblem. Page 7 of 29

8 4. University Logo The University Logo is designed to help promote the image of the University, and should be used for publicity and promotional purposes. Please also refer to section 2.2 on the general principles. 4.1 Standard versions Official version (GAO reference: PC011C, MAC011C) Spot Colour: Blue: Pantone 287 Process Colour: Blue: 100C 69M 0Y 11K RGB Value: Blue: R: 0 G: 72 B: 152 Horizontal in English only (GAO reference: PC004C, MAC004C) Horizontal in Chinese only (GAO reference: PC008C, MAC008C) Vertical in two languages (GAO reference: PC012C, MAC012C) Vertical in English only (GAO reference: PC007C, MAC007C) Vertical in Chinese only (GAO reference: PC010C, MAC010C) Page 8 of 29

9 Visual Identity only (GAO reference: PC003C, MAC003C) 4.2 Single-colour versions Official version (GAO reference: PC011C, MAC011C) Spot Colour: Pantone 287 Single-colour version (Black) (GAO reference: PC011B, MAC011B) Spot Colour: Pantone Black Process Colour: 0C 0M 0Y 100K Reversed-white version (GAO reference: PC011W, MAC011W) Embossing and Hotstamping The Logo/visual identity can be applied in embossing or hot stamping formats. Colours acceptable for hotstamping: Blue Gold Silver Page 9 of 29

10 4.3 Exclusion zone There is a minimum space around the University Logo that must be left clear. This space is referred to as the exclusion zone X. Clear space requirements must be observed, except in special, pre-approved circumstances. The exclusion zone around the Logo is the width of the right hand side page of the book including the tail of the Logo Minimum size A minimum size of the University Logo is to be observed to ensure the details are legible. (horizontal version) (vertical version) For horizontal version, the width of the Logo should not be less than 2.75cm in length. For vertical version, the width of the Logo should not be less than 2.2cm in length. (visual identity only) If the visual identity is used alone, the height should not be less than 6mm. Page 10 of 29

11 4.5 University Logo as a design element The University Logo or the visual identity alone can appear in a pattern to form a design application. There is a minimum distance for both horizontal and vertical repeats, which equals to the width of the visual identity. Page 11 of 29

12 4.6 Examples of incorrect usage For easy reference regarding the applications, below are some examples of incorrect usage of the Logo. Please note that the list of examples is not exhaustive. Never create an outline around the Logo. Never render centre part of the Logo in any colour. Never apply special effects to the Logo. Page 12 of 29

13 5. Tagging University Logo with identity of an HKBU Unit 5.1 Lock-up of University Logo and secondary logo When the University Logo is displayed with a logo of an HKBU Unit or programme, the University Logo should be of the same prominence as, if not more prominent than, the other logo. The size of the University Logo should match that of the other logo, if not bigger. Do not allow other logos to overshadow the University Logo. The University Logo is usually placed on the left hand side with the other logo on the right; or on the top with the other logo at the bottom. If full colour is employed on the other logo, the University Logo should also be in full colour. The exclusion zone requirement also applies. University Logo with logo of an HKBU Unit or programme 5.2 Lock-up of University logo and name of a Unit In cases when only one space for logo is available and if the HKBU Unit wishes to include the University identity, the name of the HKBU Unit is to be placed under the horizontal line as the below examples. Please note the typeface to be used and the font size should be at least 10% smaller than the name of the University. Page 13 of 29

14 University Logo with name of an HKBU Unit (Full version) (English only version) (Chinese only version) Page 14 of 29

15 Please be aware that the name of the Unit should not be locked up with the University s logo only (i.e. without the name of the University) in whatever format. Below are some examples of incorrect usage. Please note that the list of examples is not exhaustive. 5.3 Lock-up without University Logo In cases when no logo is preferred, the lock-up of the University name and that of the HKBU Unit should be in text only. Whether the lock-up is in one line or separated into two depends on the actual application. In any case, the name of the University should not be separated into two lines. Here are some examples of application. (full version) (English only version) (Chinese only version) Page 15 of 29

16 5.4 No lock-up In cases an HKBU Unit prefers to highlight only its own logo and/or name, please note that the University Logo or any part or element of the University Logo should not be included. However, this option only applies to promotional material but not to standard stationery items such as name cards, letterhead, envelopes and compliments slips. 6. Applications 6.1 Letterhead This section covers letterheads bearing the University Logo Standard version The University Logo is placed on the top left corner while information on Faculty/School/Academy, University-wide Centres/Units and Academic Consortium, and Office/Department/Unit is placed on the top right corner. The titles of P/VC and VPs, Faculty/School/Academy, University-wide Centres/Units and Academic Consortium, and Administrative Office are to be placed above a line that extends from the University Logo to the right hand side of the letterhead. A list of these titles/names is shown in Annex I. Department/Division/Centre/Course/Team and the name and title of individual personnel, honorary and academic titles (if applicable) are to be placed below the line. All telephone numbers, fax numbers, addresses and website addresses are to be placed at the bottom of the letterhead. Users can customise their telephone and fax numbers, address and website on the letterhead, the address will show the general University address, i.e. Kowloon Tong, Hong Kong. Please refer to the templates for details. Page 16 of 29

17 Template of standard letterhead Paper: 100% recycled paper; about 80gsm Colour: Pantone 287 Page 17 of 29

18 6.1.2 Adding secondary logo Faculty/School/Academy and the Hong Kong Baptist University Foundation can add its logo (if any) on the letterhead. The said logo is to be placed on the bottom left corner. No logo of department/office/unit/programme should be included in the letterhead. Template of letterhead with logo of Faculty/ School/ Academy Paper: 100% recycled paper; about 80gsm Colour: Pantone 287 Page 18 of 29

19 6.2 Envelopes This section covers envelopes, in whatever format, bearing the University Logo Standard version The University Logo is placed on the top left corner. Carried on the tongue of the envelope, the standard address is 香 港 九 龍 塘 Kowloon Tong, Hong Kong. Those for Shek Mun campus or Kai Tak campus can choose to use the campus address instead. Template of standard envelope Paper: 100% recycled paper; about 100gsm Colour: Pantone 287 Page 19 of 29

20 6.2.2 With name of a Unit The name of Faculty/School/Academy/Offices/Units can be added on the envelope. Please refer to the template below. Template of envelope with name of a unit Paper: 100% recycled paper; about 100gsm Colour: Pantone Compliments slips The template of a compliments slip is as below: Template a compliments slip Paper: 100% recycled paper; about 100gsm Colour: Pantone 287 Page 20 of 29

21 6.4 Name card As a means to enhance the University s image, SECO tasked a working group to develop a new name card in The new name card, which incorporates the University slogan Excellence.Innovation.Whole Person Education ( 卓 越. 創 新. 培 育 全 人 ) [with the Chinese calligraphy by Professor Jao Tsung-i ( 饒 宗 頤 教 授 )], was endorsed by SECO at its meeting on 28 June 2012 for immediate implementation. Printing of name cards should be done via the Printing Section of the General Administration Office General principles Specifications including size of card, font type and size, spacing, should be adhered to. The name card should bear the website of the University ( or an HKBU-related website. Name cards are for staff members of the University. Research postgraduate students can apply for printing name cards for the purpose of attending academic conferences. Application should be made via the respective budget account holder with the endorsement of the student s supervisor. Users who do not have a name in Chinese can have the option of printing a single-sided English version. Users in visiting capacity should not include their job titles in their home countries. To keep a consistent University image and to protect the environment, name cards should not be embossed or laminated. For extraordinarily urgent order by digital laser printing, it is encouraged to keep the quantity to a minimum. Name cards which bear partner logos (e.g. Hospital Authority) or with a special purpose (e.g. for Mainland recruitment) can continue with the special format currently in use. Should users wish to swop to the new format, the guidelines of the new name card must be complied with. Page 21 of 29

22 6.4.2 Standard version Standard version Paper: recycled paper, about 300gsm Page 22 of 29

23 With name of Faculty/Office highlighted No Faculty/ Office name highlighted Page 23 of 29

24 6.4.3 Long-text version For longer list of titles or customised address The fax number can be taken out or grouped on the same line with telephone number to accommodate a long text list. Users who wish to include a longer list of titles which the current format cannot accommodate should consider printing two separate name cards. Page 24 of 29

25 6.4.4 With secondary logo Only HKBU companies which hold separate legal entities are eligible for adding a secondary logo on the name card. As approved in the past SECO meetings, the logo of the School of Continuing Education and the Institute for the Advancement of Chinese Medicine (IACM) Ltd. can be included in the HKBU name card. The decision has been enforced since then with the former name card format. Those setups which are directly under HKBU (e.g. Academic Community Hall, Hong Kong Chinese Medicine Authentication Centre) should only use HKBU logo. With a secondary logo Page 25 of 29

26 6.5 Powerpoint A Powerpoint template has been developed to ensure consistency and to reinforce the HKBU identity. Users are encouraged to use this template for internal and external presentations. Powerpoint for presentation purpose A softcopy of the template is obtainable from CPRO. Page 26 of 29

27 7. Enquiries and Approval for Deviation To strengthen the image and the identity of the University, the Corporate Identity Manual, which governs the usage of the University Emblem and the University Logo as well as their applications, must be adhered to. Any deviation requires the prior approval of the Vice-President (Administration) and Secretary via the Director of Communication and Public Relations. Application for deviation should be sent by to Ms. Rowena Li, Director of Communication and Public Relations. For enquiries on the usage of the University Emblem and the University Logo or to obtain an electronic file, please contact: (1) Ms Maria Tang, Communications Manager of the Communication and Public Relations Office at ext or to or (2) Mr. Danny Chow, Head of Printing Section, General Administration Office, at ext or via to Updated by CPRO in January 2015 Page 27 of 29

28 Hong Kong Baptist University Corporate Identity Manual (Annex I) Positions for Titles/Names on Letterhead (Disseminated in March 2007; updated by CPRO in January 2015) Below are positions and Faculties/Schools/Academy/Offices/Units whose name should be placed above the Blue line on the University letterhead: President and Vice-Presidents 1. President and Vice-Chancellor 校 長 2. Vice-President (Academic) 副 校 長 ( 學 術 ) 3. Vice-President (Research and Development) 副 校 長 ( 研 究 及 拓 展 ) 4. Vice-President (Administration) and Secretary 行 政 副 校 長 暨 秘 書 長 5. Associate Vice-President 協 理 副 校 長 Faculty/School/Academy 1. Faculty of Arts 文 學 院 2. School of Business 工 商 管 理 學 院 3. School of Chinese Medicine 中 醫 藥 學 院 4. School of Communication 傳 理 學 院 5. School of Continuing Education 持 續 教 育 學 院 6. Faculty of Science 理 學 院 7. Faculty of Social Sciences 社 會 科 學 院 8. Academy of Visual Arts 視 覺 藝 術 院 9. Graduate School 研 究 院 University-wide Centres/Units and Academic Consortium 1. College of International Education 國 際 學 院 2. David C Lam Institute for East-West Studies 林 思 齊 東 西 學 術 交 流 研 究 所 3. European Union Academic Programme 歐 洲 聯 盟 學 術 計 畫 4. Hong Kong Baptist University Foundation 香 港 浸 會 大 學 基 金 5. HKBU-UIC Joint Institute of Research Studies 香 港 浸 會 大 學 聯 合 國 際 學 院 聯 合 研 究 所 6. Institute of Creativity 創 意 研 究 院 7. Jao Tsung-I Academy of Sinology 饒 宗 頤 國 學 院 8. Mr Simon Suen ad Mrs Mary Suen Sino-Humanitas Institute 孫 少 文 伉 儷 人 文 中 國 研 究 所 9. Sino-Forest Applied Research Centre for Pearl River Delta Environment 嘉 漢 林 業 珠 三 角 環 境 應 用 研 究 所 Page 28 of 29

29 Administrative Offices 1. Academic Registry 教 務 處 2. Alumni Affairs Office 校 友 事 務 處 3. Chaplain s Office 校 牧 處 4. Centre for Holistic Teaching and Learning 全 人 教 育 教 與 學 中 心 5. Communication and Public Relations Office 傳 訊 公 關 處 6. Estates Office 物 業 處 7. Finance Office 財 務 處 8. General Administration Office 行 政 處 9. General Education Office 通 識 教 育 處 10. Office of Information Technology 資 訊 科 技 處 11. Internal Audit Office 內 部 審 計 處 12. International Office 國 際 事 務 處 13. Knowledge Transfer Office 知 識 轉 移 處 14. Library 圖 書 館 15. Personnel Office 人 事 處 16. Office of Student Affairs 學 生 事 務 處 17. University Advancement Office 發 展 事 務 處 - END - Page 29 of 29