menjalin tangan • menjal
lin kasih • menjalin hidup
I
(2)
Rumah Sakit Cipto Mangunkusumo
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(4)
Design
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Primary Mark
Subsidiary Mark
Safe Area and Color
(5)
(7)
iv
(17)
v
(19)
(21)
Typography
Usage Guidelines
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Design Application
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client.
Rumah Sakit Dr. Cipto Mangunkusumo (RSCM) is a government owned hospital located in Central Jakarta, Indonesia. It is named after Dr. Tjipto Mangoenkoesoemo, an Indonesian Figure in the Colonial Era. In RSCM, thousands of doctors and medical experts go hand in hand to provide the best medical treatments available, with the thought of helping the less fortunate and keeping their health up. It is the center of all government owned hospitals and is also a medical education center who continues to produce quality doctors from its establishment back in the year 1919.
mission.
vision.
• To give the best service without compromising cost so that everybody can go to RSCM.
To become the most referred National Medical Education Hospital in the Asia Pacific region by 2014.
• To become a center of medical education and research. • Raising the health standards of the people through dynamic and accountable management.
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II Design i ii iii iv v
Primary Mark Subsidiary Mark Safe Area and Color Usage Guidelines Typography
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i Primary Mark
The main logo of the brand depicts an open hand above that is reaching out to an extending hand below, incorporated into the iconic red cross that is already very incorporated to the medical world that symbolizes a hospital. The reaching hands stands for how RSCM reaches out to the people who asks for help. It is the simplest form of gesture that represents the act of helping. It is made in a more organic, rounded style so that it looks friendly yet still appeal to everyone who seek the aid of RSCM, be they come from aristocracy or from the less fortunate. The red cross itself is a very famous symbol of protection, and has been used over and over again by hospitals all over the world.
Logogram
Logotype
(Museo Sans 300)
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ii
Subsidiary Marks
The Sub-Brands are made with the thought of using bodily parts to show the specialization of each clinic due to the usage of hands on the logo. It is also made with the same minimalist rounded style that is apparent on the main mark, and constant stroke is used on each one.
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The Emergency Room mark uses the ambulance to symbolize the importance and dire state of the situation in the room
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For the nerve specialist, a line drawing that illustrates the nerves is used because it is one of the simplest ways to picture it.
The scalpel crossed with surgical tongs are used to represent the surgery room, because they are two of the most iconic tools used in the room. 10
The Accupuncture icon uses needles and a flat surface that imitates the skin.
The ear, nose and throat specialist icon makes use of the diagram for the ear throat and nose inside the head, so that it retains it’s simplicity. 11
The urologist shows the kidney in the minimalist style of the whole brand. People will be able to realize it.
The child specialist depicts the head of a child because people will get it instantly
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the Skin and Genitalia icon is pictured by the epidermic layers of the skin, and no genitalia is depicted because it is inappropriate.
to represent the patients of geriartry, rounded glasses and the cane is used to depict a face and a mustache of the elderly. 13
The Nutrition symbol is symbolized with a circle being bitten off with a wheat symbol inside to represent nutritions and the act of eating where nutrition comes from.
The Obstetrics and Gynecology is pictured with a pregnant woman so that it’s obvious for the patients.
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The laboratpry vial is used to symbolize the laboratory because it is a very familiar figure that is mainly used there.
Psychiatry deals with people’s mind and their way of thinking, which is why the brain is used to depict psychology of the patients that go here. 15
The teeth and tongue depicts the dental and oral specialists, and it is pretty apparent or literal in terms of symbology.
Internis caters to the illness of the patients that go here, most who has problems with their internal organs, their digestive tract and things, which is why the internal organs diagram is used to picture the Internis specialists.
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Safe Area and Color
2x 2x
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3 cm • 1.2 Inch • 113 px
minimal size
3.92 cm 1.5 Inch 151 px
Pantone 1795 C C14 M94 Y88 K4 R211 G15 B29 HEX #d30f1d
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Usage Guidelines
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Do, use the logo in it’s intended red color, or in white on a red or white blackground. If on non-white or non-red background, use black or white when needed. Use the logogram alone in white, black or red only; the same goes for the logotype. Using the logogram for pattern is allowed when made carefully. The same rules apply to the sub-brands that come with the brand.
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Do not, stretch, deform, tilt or alter the logo, with or without the logotype in any way possible. Do not change the colors unless stated otherwise. Do not change the layout of the logo, the fingers, the fonts used, the placement and the stroke and fill of the logo.
Museo Sans The Quick Brown Fox Jumps Over The Lazy Dog
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v Typography
For this brand to look and feel modern but still friendly for everybody, the fonts must be readable, but is not cliche and is clean and sleek.
DIN The Quick Brown Fox Jumps Over The Lazy Dog
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&* ()-+,./\?‘“;:
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III Design Application
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