O U R I D E NT I TY - OUR LOGO - CLEAR SPACE - SIZE REFERENCE - CORRECT LOGO USE - INCORRECT LOGO USE - LOGO COLOR PALETTE - SYMBOL & ICON - EXAMPLES USING ICON
03 04 05 06 07 08 09 10-11
C O N T E N TS GRA P H IC E L E M E N TS - GRAPHIC ICONS ELEMENT - GRAPHIC PATTERN - GRAPHIC PATTERN SET - GRAPHIC USING COLOR - GRAPHIC USING TYPOGRAPHY
T Y P OG R AP H Y - THAI FONT - ENGLISH FONT - HEADLINE FONT
- GRAPHIC USING
13 14 15
PHOTOGRAPHY
17-18 19 20 21 22 23
DESIGN E XA M P L E S - MANUAL STATIONARY - STATIONARY DESIGN - WEBSITE DESIGN GUIDELINE - ANNUAL REPORT COVER DESIGN GUIDELINE RAMA 3 GROUP BRANDING GUIDELINES
25 - 27 28 29 30
WE LC OM E TO R A M A 3 GRO UP BRAND GUIDELINES. THESE GUIDELINES EXIST TO MAKE US LOOK CONSISTENTLY GOOD!
OUR IDENT I TY
OUR IDENTITY
- OUR LOGO
PAGE | 03
*LOGO IN VERTICAL
OUR LOGO Symbol
• The R3 GROUP logo is made up of the simple and unique shapes of symbol and logotype which linkage to each business units under R3 GROUP such as straight line, bold, color, even if the heart symbolic which showsour our service mind in modern look. • The R3 GROUP logo consists of 2 main elements – the “R3” symbol and ‘GROUP RAMA 3 GROUP’ logotype below.
Logo
Logotype
*LOGO IN HORIZONTAL
• The “R3” symbol can be used alone on certain occasions. Learn more: See page 9. • There are 2 different logos, vertical and horizontal. The vertical one is preferred as a primary logo. • The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand’s power.
RAMA 3 GROUP BRANDING GUIDELINES
Logo Symbol
Logotype
OUR IDENTITY
- CLEAR SPACE
PAGE | 04
Size Reference
CLEAR SPACE
x
= 0.5 *Depend on the measurement of each artwork.
x
x
x
x
• To preserve the logo’s integrity, should maintain a minimum clear space around the logo in order to protect the logo from distracting graphics or typography. • The minimum clear space for the logo and the alternate horizontal logo must be no less than the height of the “x” in the logo. So adding on the clear space is permitted for the appropriate use. • This minimum space should be maintained as the logo is proportionally enlarged or reduced in size and whenever the logo is placed near something. • Never allow typography or other elements to “invade” the logo. • Never redraw or alter the logo, including the placement and size relationship of its letter or symbol.
RAMA 3 GROUP GUIDELINES
Size Reference x
= 0.5 *Depend on the measurement of each artwork.
x
x
x
x
OUR IDENTITY
- SIZE REFERENCE
PAGE | 05
SI ZE R EFER ENCE Dimensions for Logo Images
*The minimum height of logo size much be 1.5 centimeters.
1.5 cm.
Scale: 100%
Scale: 60%
*This recommends you to increase or decrease the logo size for 10% per time or its appropriate use.
RAMA 3 GROUP BRANDING GUIDELINES
Scale: 40%
OUR IDENTITY
- CORRECT LOGO USE
PAGE | 06 Color Logo for Use on Harmony Background Color.
CORR ECT LOGO USE Logo Usage with Color Background Guidelines.
For Use on White or Clear Background Color.
Black Logo for Use on Blur or Conflict Background Color and also white Background.
*Not Allow to Change Logo Color
RAMA 3 GROUP BRANDING GUIDELINES
OUR IDENTITY
- INCORRECT LOGO USE
PAGE | 07
INCORR ECT LOGO USE Sample of Incorrect Logo Use
Don’t typeset the wordmark.
Don’t change the color of symbol.
Don’t stretch the logo disproportionately.
Don’t change the proportions of logotype.
Don’t add the outline to thelogo.
Don’t place the logo on the yellow background color.
Don’t rearrange the logo elements.
Don’t use a color gradient color on the logo.
Never add on any graphis to the logo.
Don’t put over a busy background.
Don’t use the symbol as a holding shape for imagery or graphics.
Don’t place the logo in an oblique angle.
*Not Allow to Change Logo Color
RAMA 3 GROUP BRANDING GUIDELINES
OUR IDENTITY
- LOGO COLOR PALETTE
LOGO COLOR PALE T TE • Our core colors are what give us our personality as well as to linkage with our business units under R3 GROUP. These color palette consists of RED, YELLOW and BLACK. • RED suggests brave, powerful, live and leader. YELLOW suggests creative, sharp and well cooperative. And BLACK suggests professional, expert, cool and high-quality. • Our colors are DEPTH and BOLD. When using the colors in print, it’s important to use Solid Pantone inks. This way, all of our materials will be consistent, and our colors look DEPTH and BOLD. These same colors cannot be achieved using standard CMYK printing. Only use CMYK colors when absolutely necessary. • When printing certain colors onto coated or uncoated paper, the Pantone color specified differs. Please refer to the color breakdowns on this page.
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 08
Coated Paper Pantone 185 C
Uncoated Paper Pantone Red 032 U
Coated C1 M 100 Y 92 K 0
Uncoated C0 M 84 Y 59 K 0
Coated Paper Pantone 123 C
Uncoated Paper Pantone 115 U
Coated C0 M 23 Y 91 K 0
Uncoated C0 M 20 Y 88 K 0
Coated Paper Black 6 C
Uncoated Paper R 16 Pantone Neutral Black U G 24
Coated C 81 M 71 Y 59 K 76
Uncoated C 63 M 59 Y 61 K 41
R 235 G0 B 40 HEX #EB0028
R 255 G 198 B 39 HEX #FFC627
B 31 HEX #10181F
OUR IDENTITY
- SYMBOL & ICON
PAGE | 09
SYMBOL & ICON The “R3” symbol often appears as part of the lockup for the R3 GROUP logo. It’s more than just our logo. “R3” is also an important part which can be applied for the symbol and icon. That provide a bold, engaging graphic look and great meaning to all our communications. The following pages ( P.10-11 ) show how the “R3” symbol should be used for each artwork. Logo
Symbol
Icon
0.9 cm.
Scale: 20% *The appropriate minimum size of the symbol is 0.9 centimeters.
Scale: 100% RAMA 3 GROUP BRANDING GUIDELINES
OUR IDENTITY
- EXAMPLES USING ICON 01
PAGE | 10
E XAMPLES USING ICON 01 How to Apply “R3” as an Icon.
*Application Icon
*Application Screen
RAMA 3 GROUP BRANDING GUIDELINES
OUR IDENTITY
- EXAMPLES USING ICON 02
E XAMPLES USING ICON 02 How to Apply “R3” as an Icon.
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 11
TYPOGRAPHY
TYPOGRAPHY
- USING TYPE
- THAI FONT
THA I FONT
PAGE | 13
FONT : SUKHUMVIT Sukhumvit ( Light )
FONT : SUKHUMVIT In order to keep consistency, Sukhumvit thai font is recommended to use for all artworks. Font Character : The simple strength line which is frankly and outstanding.
ก ข ค ง จ ฉ ช ซ ฌ ญ ฎ ฏ ฐ ฑ ฒ ณ ด ต ถ ท ธ น บ ป ผ ฝ พ ฟ ภ ม ย ร ล ว ศ ษ ส ห ฬ อ ฮ ะ
า
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ู เ แ
ใ ไ โ
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็
ๆ
๑ ๒ ๓ ๔ ๕ ๖ ๗ ๘ ๙ ๐
Sukhumvit ( Regular ) ก ข ค ง จ ฉ ช ซ ฌ ญ ฎ ฏ ฐ ฑ ฒ ณ ด ต ถ ท ธ น บ ป ผ ฝ พ ฟ ภ ม ย ร ล ว ศ ษ ส ห ฬ อ ฮ ะ
า
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ื ุ
ู เ แ
ใ ไ โ
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็
ๆ
๑ ๒ ๓ ๔ ๕ ๖ ๗ ๘ ๙ ๐
Sukhumvit ( Bold ) ก ข ค ง จ ฉ ช ซ ฌ ญ ฎ ฏ ฐ ฑ ฒ ณ ด ต ถ ท ธ น บ ป ผ ฝ พ ฟ ภ ม ย ร ล ว ศ ษ ส ห ฬ อ ฮ ะ
า
ิ
ี
ึ
ื ุ
ู เ แ
๑ ๒ ๓ ๔ ๕ ๖ ๗ ๘ ๙ ๐
RAMA 3 GROUP BRANDING GUIDELINES
ใ ไ โ
ั
็
ๆ
TYPOGRAPHY
- USING TYPE
- ENGLISH FONT
ENG LISH FONT
PAGE | 14
FONT : SUKHUMVIT Sukhumvit (ฺฺ Light )
FONT : SUKHUMVIT In order to keep consistency, Sukhumvit thai font is recommended to use for all artworks. Font Character : The simple strength line which is frankly and outstanding.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Sukhumvit ( Regular ) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Sukhumvit ( Bold ) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
RAMA 3 GROUP BRANDING GUIDELINES
TYPOGRAPHY
- HEADLINE FONT
Hea dl ine Font
PAGE | 15
ตัวอักษรภาษาอังกฤษ : CODE CODE (ฺ ฺ Light )
FONT : CODE Code style should be used at the headline statement. Font Character : The powerful boarder line with rounded corners of the font.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9
CODE ( Bold ) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
RAMA 3 GROUP BRANDING GUIDELINES
GRAPHIC ELEMENTS
GRAPHIC ELEMENTS
- GRAPHIC ICONS ELEMENT
GRAPHIC ICONS ELEMENT For Normal Use
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 17
GRAPHIC ELEMENTS
- GRAPHIC ICONS ELEMENT
GRAPHIC ICONS ELEMENT For Normal Use
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 18
GRAPHIC ELEMENTS
- GRAPHIC PATTERN
PAGE | 19
01
02
03
GRAPHIC PAT TERN • More than symbol and icon, “R3” symbol can also be applied for graphic pattern which is derived from our logo, and signify, service and action. • The pattern is permitted to apply for 3 options; R3, R, and 3. And used any crops and angles of symbol logo to provide a bold and engaging graphic look and feel to all our communications.( P.20 ) • The following pages ( P.21-23 ) explain how the graphic symbol should be used with typography, color, and photography.
Logo *SCALE 1:2
RAMA 3 GROUP BRANDING GUIDELINES
GRAPHIC ELEMENTS
- GRAPHIC PATTERN SET
PAGE | 20
01
02
03
04
05
06
GRAPHIC PAT TERN SE T “R3” symbol can be cropped info these specific ways to create dynamic layouts. Some simple examples are shown here.
RAMA 3 GROUP BRANDING GUIDELINES
3
GRAPHIC ELEMENTS
- GRAPHIC USING COLOR
PAGE | 21
01
02
03
04
01
02
GRAPHIC USING COLOR • 3 primary colors which linkage and represent brand identity are Red, White and Black. The graphic pattern 3 colors and also avoid clashing colors as well. • Just keep it simple, but look smart and modern. • The examples on this page also show how not to use other colors.
Color :
RAMA 3 GROUP BRANDING GUIDELINES
3
GRAPHIC ELEMENTS
- GRAPHIC USING TYPOGRAPHY
PAGE | 22
01
02 RAMA 3 GROUP
RAMA 3 GROUP
GRAP H IC USING T YPO GR AP HY • Typography is allowed to place near graphic pattern as its appropriate use.
03
3
04
E n j oy T r av e l S easo n w i t h
n e w ca r r e nta l ex p e r i e nc e
• Just keep it simple, but look smart and modern. En w jo ex i t h y T ra n Ea pe sy r i e e w v e a n nc c a l S ea d e V r re so Fu a n n l u nt e, al
Va lu e , E asy a n d F u n
• Never place typography on graphic symbol. The example on this page will show how not to place typography on it.
05
06 E n j oy T r av e S easo n with n e w ca r r e nta l ex p e r i e nc e Va lu e , E asy and Fun
RAMA 3 GROUP BRANDING GUIDELINES
RA
M
A
3
G
RO
UP
GRAPHIC ELEMENTS
- GRAPHIC USING PHOTOGRAPHY
PAGE | 23
01
02 RAMA 3 GROUP
GRAP H IC USING PH OTOGR AP H Y • Photography can be either be placed within the graphic pattern, it self or can be used as the background underneath the graphic pattern.
RAMA 3 GROUP
03
04
E n j oy T r av e l
E n j oy T r av e l S easo n w i t h new ca r r enta l
S easo n w i t h
ex per ience Va lue, Easy a n d Fu n
n e w ca r r e nta l ex p e r ie nc e Va lu e , E asy a n d Fu n
• When placing images within the graphic pattern, please be mindful of composition. Do not crop out important parts of image and ensure that the outline of symbol is always clearly visible. • Some hypothetical examples are shown on this page. 05
06
Enjoy Travel Season with new car rental experience Value, Easy and Fun
Enjoy Travel Season with new car rental experience Value, Easy and Fun
RAMA 3 GROUP BRANDING GUIDELINES
3
DESIGN E XAMPLES
DESIGN EXAMPLES
- STATIONARY
- MANUAL STATIONARY
PAGE | 25
MANUAL STAT IONARY Size Reference x
= 0.5 *Depend on the measurement of each artwork
Stationary : How to use logo on ID card. 5.5 cm.
x x
Size Reference x
= 0.5 *Depend on the measurement of each artwork
x
x
x
x
x
9 cm.
x x
x
x
x
x
x
x
x
9 cm.
x
x
x
x
x
x
x
5.5 cm.
x
x
Horizontal Size
RAMA 3 GROUP BRANDING GUIDELINES
Vertical Size
x
x
x
DESIGN EXAMPLES
- STATIONARY
- MANUAL STATIONARY
MANUAL STAT IONARY
PAGE | 26
21 cm. x x
Stationary : How to use logo on A4 paper.
x x x x x x x x x x x x x x x x x x
x x x x x x x x x x x x x x x x x x
29.7 cm.
Color : 23/48-51 Soi Sukorn, Thaladnoi, Samphanthawong Bangkok 10100 +66 (0)8-6989-5559 +66 (0)2-237-8889, +66 (0)2-237-9984-85
*SCALE 1:2
RAMA 3 GROUP BRANDING GUIDELINES
x x
x x x x
+66 (0)2-237-9986 chichostelbkk@gmail.com www.chichostelthailand.com
Size Reference x
= 0.5 *Depend on the measurement of each artwork
DESIGN EXAMPLES
- STATIONARY
PAGE | 27
- MANUAL STATIONARY
Size Reference
MANUAL STAT IONARY
= 0.5 *Depend on the measurement of each artwork
x
23.5 cm.
Stationary : How to use logo on letter.
x x x x
23/48-51 Soi Sukorn, Thaladnoi, Samphanthawong Bangkok 10100
10.8 cm.
Front 23.5 cm.
10.8 cm.
Color : x
x
*SCALE 1:2
RAMA 3 GROUP BRANDING GUIDELINES
Back
DESIGN EXAMPLES
- STATIONARY
- STATIONARY DESIGN
PAGE | 28
STAT IONARY DESIGN
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KIAT TANGTRONGSAKDI 23/48-51 Soi Sukorn, Thaladnoi, Samphanthawong Bangkok 10100
+66 (0)8-6989-5559 +66 (0)2-237-8889 +66 (0)2-237-9984-85 +66 (0)2-237-9986 chichostelbkk@gmail.com www.chichostelthailand.com
23/48-51 Soi Sukorn, Thaladnoi, Samphanthawong Bangkok 10100
23/48-51 Soi Sukorn, Thaladnoi, Samphanthawong Bangkok 10100 +66 (0)8-6989-5559 +66 (0)2-237-8889, +66 (0)2-237-9984-85
RAMA 3 GROUP BRANDING GUIDELINES
+66 (0)2-237-9986 chichostelbkk@gmail.com www.chichostelthailand.com
DESIGN EXAMPLES
- WEBSITE
WEBSITE DESIGN GUIDELINE Website : How to use logo on website.
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 29
DESIGN EXAMPLES
- INTERNAL PRINT
ANNUAL R EPORT COVER DESIGN GUIDELINE Report : How to use logo on cover page.
RAMA 3 GROUP BRANDING GUIDELINES
PAGE | 30
D E SIG N M AT TE R S If you’ve just read these guidelines, you have our appreciation. It’s full of meaning, belief and details for the best quality. We know applying these principles takes more time and effort, but this all stories of R3 Group branding will help to be stronger for it. Th a n k yo u
Phraram 3 Honda Cars Co.,Ltd (Hend OfďŹ ce) 34-35 Centra Station Tower, 4 Floor, Trimit Road, Talat Noi, Samphanthawong, Bangkok 10100
+66 (0)2-232-2894 +66 (0)2-294-8524 www.rama3honda.com