The Singapore Human Capital Summit IDENTITY STYLE GUIDE PARTNERS VERSION (Basic CI)

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Andrew Webster
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1 The Singapore Human Capital Summit 2012 IDENTITY STYLE GUIDE PARTNERS VERSION (Basic CI)

2 SHCS logo 1.1 Rationale The Summit s dynamic exchange of ideas and strategies by Asia s top minds is aptly expressed by the swirling arrows converging in the centre. Shaped like an stylised orchid flower, the logo also encapsulates the spirit of Singapore as an iconic location for the Summit. The choice of red as the dominant colour evokes vibrancy, energy and boldness.

3 SHCS logo 1.2 Primary usage (Colour) Main Logo Alternative Logo The horizontal format can be used when the main logo cannot be applied due to space restrictions. The SHCS logo should appear in full colour wherever possible. A full colour application presents our identity in its most accurate and intended form. Should circumstances limit the use of the full colour application, a black and white or solid colour version may be used. Full colour

4 SHCS logo 1.3 Primary usage (Black and white) Main Logo Alternative Logo The horizontal format can be used when the main logo cannot be applied due to space restrictions. The SHCS logo should appear in full colour wherever possible. A full colour application presents our identity in its most accurate and intended form. Should circumstances limit the use of the full colour application, a black and white or solid colour version may be used. Black and white Solid colour Solid colour

5 SHCS logo 1.4 Clear space and minimum size Minimum size Using the width of the logo as a guide, the smallest size permitted for clear legibility is 25mm. To maintain its integrity, a clear boundary area has to be established around the logo so that no other elements can infringe upon its identity. The value 2xH indicated is the minimum amount of clear space required around the logo. No other graphic elements or type should appear within this area. H 2xH The value of H is determined by the size of the letter H used in the logo lock-up. 2xH Minimum 25mm 2xH H 2xH Minimum 30mm

6 Summit Thematic Visual 2.1 Rationale The focus on human capital and people strategies is presented through the image of human silhouettes. The image depicts people engaging in different activities in a corporate setting, for instance conducting a strategic discussion or sealing a deal with a handshake. The multitude of colours embedded in the silhouettes represents the various talents that different individuals possess, and how the Summit is able to bring out the best from these individuals and transform them into leaders of tomorrow. The swirling colours are also symbolic of an ongoing transformation, which reinforces the theme of Harnessing Change, Managing Complexity.

Summit 2012 - Thematic Visual 2.2 Primary usage The Thematic Visual should appear in full colour wherever possible.

7 Summit Thematic Visual 2.2 Primary usage The Thematic Visual should appear in full colour wherever possible. A full colour application presents our identity in its most accurate and intended form. Should circumstances limit the use of the full colour application, a black and white version may be used. Full colour Black and white

8 Summit Thematic Visual 2.3 Colours Main colours Secondary colours The following lists the CMYK process breakdown for the main and secondary colours. 100m 100y 30k 100% 80% 25m 100y 45c 90y 55c 80m 60m 100y 60% 40% 30c 30m 30y 30k 20% 80c 40m 25c 90m 30y 75c 30y 100k 100% 80% 60% This printed guide is for reference only. Always use the indicated process breakdown listed. As calibrations vary across different computers, please do not attempt to physically match the colours printed on this guide. 40% 20%

9 Summit Thematic Visual 2.4 Fonts (Print) Main font Secondary font DIN and Helvetica are the recommended fonts to be used for print communications (e.g., print advertisements, marketing collaterals, etc.) Din Light ABCDEFGHIJKLMNOPQRSTUVWXYZ Din Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Din Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Bold ABCDEFGHIJKLMNOPQRSTU VWXYZ Helvetica Black ABCDEFGHIJKLMNOPQRSTU VWXYZ Din Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

10 Summit Thematic Visual 2.5 Fonts (Digital) Main font Secondary font Open Sans and Helvetica are the recommended fonts to be used for digital communications (e.g., web page, web banners, etc.) Open Sans Family Open Sans Condensed Light Open Sans Condensed Light Italic Open Sans Light Open Sans Light Italic Open Sans Regular Open Sans Regular Italic Open Sans Semibold Open Sans Semibold Italic Open Sans Bold Open Sans Bold Italic Open Sans Extrabold Open Sans Extrabold Italic Helvetica Bold ABCDEFGHIJKLMNOPQRSTU VWXYZ Helvetica Black ABCDEFGHIJKLMNOPQRSTU VWXYZ

11 2012 Human Capital Leadership Institute 11 Nepal Park Singapore For any additional clarification on the use of these elements not laid out in this guide, please feel free to contact our representatives to assist with your queries: Catherine McKenzie Communications Human Capital Leadership Institute Tel: Gabriela Karch Communications Human Capital Leadership Institute Tel:

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