Centenary Signature - Usage Guidelines (as of 30 December 2010)

Centenary Signature - Usage Guidelines (as of 30 December 2010)

1 CENTENARY SIGNATURE 2 VISUAL SYSTEM 1.01 The logotype 1.02 The Centenary Signature 1.03 General Signature 1.04 Minimum Clear Space 1.05 Minimum Size 1.06 Unacceptable Usage 1.07 Usage with the University s Signature 1.08 Usage with the Other Signatures 2.01 Primary Palette 2.02 Complementary Palette 2.03 On Background 2.04 Single Colour Usage 2.05 Typography 2.06 Unacceptable Usage

1 CENTENARY SIGNATURE

CENTENARY SIGNATURE 1.01 The logotype The HKU 100 logotype is the main visual element of the HKU Centenary Signature. The circular shape, symbolising fulfilment and perfection, features two distinctly different typefaces: an historical swash italic for the letters HKU, echoing the classical architecture of the Main Building, and a very contemporary sans serif for the numerals 100. The typefaces strive to reach out beyond the circular confine, ever wanting to achieve more. Dark green is the traditional University colour. A more vibrant and dynamic shade of green is selected as the primary colour for the Centenary Signature. The University of Hong Kong boasts of a proud heritage and embraces the challenging future. The counter-play of tradition and modernity reflects the excitement of this very historic moment. Generally, the HKU 100 logotype is part of the Centenary Signature. The HKU 100 logotype may be used on its own in special circumstances, such as metal pins etc. Centenary Signature Usage Guidelines / 4

CENTENARY SIGNATURE 1.02 The Centenary Signature Faculties, Departments, Units, Halls and Registered Staff Organisations are welcome to use the Centenary Signature when the events or projects embrace the theme of the Centenary Celebrations. Centenary Signature Usage Guidelines / 5

CENTENARY SIGNATURE Horizontal Lock-up without the Shield Horizontal Lock-up with the Shield 1.03 General Signature General Signature can be used by HKU Faculties, Departments, Units, Halls, Registered Staff Organisations. Prior submission of proposal for approval of signature use is required. (Activities initiated by student or alumni groups might be considered for use of this signature and if deemed fit.) Four basic lock-ups have been created to provide flexibility for use on different layouts. No other lock-up may be used. Reproduction should only be done from officially-produced artwork. The lock-up artwork without shield may be used when the shield already appears on the page of the print collateral/website. Vertical Lock-up without the Shield Vertical Lock-up with the Shield Centenary Signature Usage Guidelines / 6

CENTENARY SIGNATURE 0.32x x 0.32x 0.32x 0.32x x 0.32x 0.32x 1.04 Minimum Clear Space Always maintain the minimum clear space around the Centenary Signature, as illustrated on the left, to ensure maximum legibility and clarity. Horizontal Lock-up without the Shield 0.32x Horizontal Lock-up with the Shield 0.32x 0.4x 0.4x 0.4x 0.4x x x 0.4x 0.4x 0.4x Vertical Lock-up without the Shield Vertical Lock-up with the Shield 0.4x Centenary Signature Usage Guidelines / 7

CENTENARY SIGNATURE 10mm HKU100 logotype 10mm 10mm 1.05 Minimum Size The minimum size of the Centenary Signature is measured by the radius of the HKU 100 symbol. To ensure the integrity and legibility of the Centenary Signature, reproducing it in sizes smaller than the minimum size stated on the left is not recommended. Horizontal Lock-up without the Shield Horizontal Lock-up with the Shield 20mm 20mm Vertical Lock-up without the Shield Vertical Lock-up with the Shield Centenary Signature Usage Guidelines / 8

CENTENARY SIGNATURE 1.06 Unacceptable Usage DO NOT outline the logotype. DO NOT stretch the logotype in any direction. DO NOT try to alter or recreate the logotype. The Centenary Signature should never be modified or re-designed to fit a given application. Incorrect usage may alter the reading and weaken the impact of the Centenary Signature. For reference, some unacceptable modification are illustrated on the left. DO NOT apply bevel effect. DO NOT add drop shadow. DO NOT create new lock-ups without approval. DO NOT extend beyond the circle. DO NOT try to recreate the logotype. DO NOT use the full-colour Shield with the signature. Centenary Signature Usage Guidelines / 9

CENTENARY SIGNATURE 1.07 Usage with the University s Indentity Ideally, the General Signature with the Shield is the preferred identity for the centenary celebration, replacing the University s Signature. In certain cases, however, a full version of the University s Signature is required. If so, it is not recommended to place the Centenary Signature right next to the University s Signature. Newsletter The lettering of the HKU 100 logotype and the University Shield must be equal in height. Newsletter As a general rule, always maintain a sufficient distant between the two. The lettering of the HKU 100 logotype and the University Shield must be equal in height. The two signatures should be visually equal in size. Always align the HKU 100 logotype to the University s Signature. Please see the examples illustrated on the left for guidance. Invitation Card Centenary Signature Usage Guidelines / 10

THE HEADLINE GOES HERE Learn more 100.hku.hk/research Bestows support for our research and teaching endeavours to meet the ever-changing challenges. You will be helping HKU to raise the bar in excellence, make new discoveries, nurture young minds, transform lives, and influence the future of society. Builds and sustains our facilities and infrastructure to support our academic mission. The Centenary Signature should be of equal or greater size to any accompanying signatures and be placed in a prominent position. CENTENARY SIGNATURE 1.08 Usage with Other Signatures Visual hierarchy is important when applying the Centenary Signature with other accompanying signatures, i.e. sponsors signatures. If the purpose of the application is to promote the centenary, the Centenary Signature should be visually more prominent. It should be of equal or greater size to any accompanying signatures and be placed in a prominent position. Please see the examples illustrated on the left for guidance. Supported by Poster The Centenary Signature should be of equal or greater size to any accompanying signatures and be placed in a prominent position. Centenary Signature Usage Guidelines / 11

2 VISUAL SYSTEM

VISUAL SYSTEM 2.01 Primary Palette White HKU Centenary Green Black The primary palette consists of three distinct colours: HKU Centenary Green, Black, and White. Consistent use of colour enhances the strength of the centenary identity. Therefore, the signature colours should always be matched visually to project the colour distinctiveness across applications. The primary palette may be reproduced in PANTONE Matching System, four-colour process or web-based applications. Details are listed on the left. HKU CENTENARY GREEN For Coated Paper PANTONE 369C Process C65 / M0 / Y100 / K0 For Uncoated Paper PANTONE 368U Process C55 / M0 / Y100 / K0 BLACK PANTONE Black Process C0 / M0 / Y0 / K100 Web R0 / G0 / B0 WHITE Process C0 / M0 / Y0 / K0 Web R255 / G255 / B255 Please note that the colour standards shown on this page and throughout this manual are for reference only, and are not intended to meet the PANTONE Matching System or four-colour process standard. Do not attempt to use this manual as colour reference. Always use PANTONE Guide or approved colour proofs instead. Web R102 / G188 / B41 Centenary Signature Usage Guidelines / 13

VISUAL SYSTEM 2.02 Complementary Palette DARK GREEN For Coated Paper PANTONE 349C Process C100 / M0 / Y100 / K45 For Uncoated Paper PANTONE 349U Process C100 / M0 / Y100 / K45 Web R0 / G105 / B62 EMERALD For Coated Paper PANTONE 341C Process C100 / M0 / Y84 / K25 For Uncoated Paper PANTONE 341U Process C100 / M0 / Y84 / K25 Web R0 / G124 / B90 HUNTER GREEN For Coated Paper PANTONE 347C Process C93 / M0 / Y100 / K4 For Uncoated Paper PANTONE 347U Process C93 / M0 / Y100 / K4 Web R0 / G154 / B73 GRASS For Coated Paper PANTONE 376C Process C49 / M0 / Y100 / K0 For Uncoated Paper PANTONE 376U Process C49 / M0 / Y100 / K0 Web R119 / G184 / B0 APPLE GREEN For Coated Paper PANTONE 382C Process C29 / M0 / Y100 / K0 For Uncoated Paper PANTONE 382U Process C29 / M0 / Y100 / K0 Web R190 / G214 / B0 Five other variations of green and two metallics are chosen as the complementary colour palette. These colours may be used in all marketing and promotional applications. The complementary palette may be reproduced in PANTONE Matching System, four-colour process or web-based applications. Details are listed on the left. GOLD SILVER Please note that the colour standards shown on this page and throughout this manual are for reference only, and are not intended to meet the PANTONE Matching System or four-colour process standard. For Coated Paper PANTONE 8363C Process C35 / M30 / Y85 / K0 For Uncoated Paper PANTONE 8363U Process C35 / M30 / Y95 / K0 For Coated Paper PANTONE 8001C Process C47 / M40 / Y40 / K0 For Uncoated Paper PANTONE 8001U Process C47 / M40 / Y40 / K0 Do not attempt to use this manual as colour reference. Always use PANTONE Guide or approved colour proofs instead. Web R163 / G155 / B76 Web R141 / G140 / B139 Centenary Signature Usage Guidelines / 14

VISUAL SYSTEM 20% 30% 40% On White (tint value of 0%) On Silver (tint value of 45%) On Gold (tint value of 42%) 2.03 On Background The recommended background colours for the Centenary Signature are White, Silver, Gold, Hunter Green, Emerald, Dark Green, and Black. When placing the Centenary Signature on top of tint values of 51% and over, always reverse the logotype and the Shield (if applicable) for maximum contrast and legibility. Examples on the left demonstrate how the Centenary Signature would appear on various backgrounds. 50% On Hunter Green (tint value of 42%) 60% On Emerald (tint value of 66%) 70% On Dark Green (tint value of 82%) 80% On Black (tint value of 100%) Centenary Signature Usage Guidelines / 15

VISUAL SYSTEM POSITIVE Black NEGATIVE Reversed on Black 2.04 Single Colour Usage The single-colour Centenary Signature may be used if a full-colour signature does not provide sufficient contrast against the background, or if only one colour of ink, paint, stitching or engraving is possible. POSITIVE Gold* NEGATIVE Reversed on HKU Centenary Green The Centenary Signature may be reproduced as a positive image on a light background, or as a negative on a dark background. For guidance, please see the examples illustrated on the left. POSITIVE Silver* NEGATIVE Reversed on Gold* * Use metallic colours in special circumstances only. NEGATIVE Reversed on Silver* Centenary Signature Usage Guidelines / 16

VISUAL SYSTEM PRIMARY TYPEFACES ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DTL Documenta ST Sans Regular COMPLEMENTARY TYPEFACES (Optional) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DTL Documenta ST Bold 方正蘭亭黑香港大學百周年 FZ Lan Ting Hei Regular 方正蘭亭黑香港大學百周年 FZ Lan Ting Hei Bold 2.05 Typography Consistent use of typography enhances the strength of the Centenary Signature. DTL Documenta ST Sans Regular (English) and 方正蘭亭黑 FZ Lan Ting Hei Regular (Chinese) have been selected as the two primary typefaces for the centenary identity. They may be used in all applications such as stationery, marketing and promotional materials, internal and external publications. Both typefaces stated above come in a variety of weights and offer flexibility of use. If budget allowed, it is recommended to acquire a few more weights such as DTL Documenta ST Bold, DTL Documenta ST Sans Italic, and FZ Lan Ting Hei Bold, to create typographic contrast. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 DTL Documenta ST Sans Italic Centenary Signature Usage Guidelines / 17

VISUAL SYSTEM DO NOT apply imagery that does not offer sufficient contrast. DO NOT apply inappropriate imagery for the logotype. 2.06 Unacceptable Usage Incorrect applications may weaken the impact and the coherency of the Centenary visual system. For reference, some unacceptable applications are illustrated on the left. DO NOT use another colour combination other than those specified. DO NOT knock out the type in the logotype except for single-colour application. DO NOT reproduce the signature on a busy imagery. DO NOT create an outline around the signature. Centenary Signature Usage Guidelines / 18

Centenary Signature - Usage Quick Guide MASTER SIGNATURE ARTWORK HKU CENTENARY GREEN FOR PRINT For Coated Paper PANTONE 369C Process C65 / M0 / Y100 / K0 Pantone 369C For Uncoated Paper PANTONE 368U Process C55 / M0 / Y100 / K0 LOCK-UP ARTWORK WITHOUT SHIELD MINIMUM SIZE WITH CLEAR SPACE 0.32 x Pantone 368U 0.32 x FOR WEBSITE R102 / G188 / B41 10mm x 0.32 x 0. 4x 0.32 x BLACK & REVERSE MASTER SIGNATURE 0. 4x 20mm x The HKU100 signature is recommended to reproduce in/no less than 80% black. 0. 4x The lock-up artwork without shield may be used when the shield already appears on the page of the print collateral/website. 0. 4x NEGATIVE Reversed on HKU Centenary Green * We recommend that you refer to the full guide whenever you develop marketing communications. Please visit the website http://100.hku.hk for more information.