BRAND GUIDELINE
INTRODUCTION
Since the founding of our organization in 1997, KHANA has been in the forefront of community-centered healthcare and HIV and AIDS prevention in Cambodia. Our organization became well known for its capacity building work in systems strengthening and good governance. Our history of transparency, accountability and anti-corruption practices have made us a recognized leader in good governance. Over the years, we have been successful in the implementation of our plans by hitting our strategic goals right on target. However, as a dynamic alliance we simply do not stop on merely achieving on our short term goals. In the next years of KHANA’s organizational life, we will build upon these accomplishments to actively respond to emerging issues and changes in our environment. And together with our expanding set of objectives, we also need to rebrand our organization to meet the changing needs of this generation. In the rebranding of our organization, we exemplify in every respect our distinct identity and philosophy. Throughout this book you will see and read about the exact guidelines governing the use and implementation of our organization’s signature, language, and graphic design. Our logo was carefully created to encompass and represent our brand’s philosophy. It embodies the idea of improved HIV programming, protection and security of livelihood among vulnerable communities, improved community health in relation to sexual and reproductive health, and the strengthening of HIV development responses. In all of our communications and graphics, it is our wish to radiate a simple sense of community, modernity and firmness.
DR.OUM SOPHEAP KHANA Executive Director
II
TABLE OF CONTENTS
INTRODUCTION • • • 1
THE LOGO • • • 3
CORPORATE FONTS FOR WEB • • • 7
VISUAL IDENTITY • • • 11
CORPORATE COLORS • • • 5
MINIMUM CLEARANCE • • • 8
CORPORATE FONTS • • • 6
LOGO VARIATIONS • • • 9
DO’s & DONT’s • • • 10
LOGO APPLICATIONS •
Corporate ID • • • 14
•
Above the Line • • 26
•
Corporate Livery • 31
BRAND GUIDELINE
1
THE LOGO BRAND GUIDELINE
KHANA aspires to a Cambodia where all people have equal access to quality HIV and AIDS prevention, treatment, care and support, impact mitigation and related health and development oppurtunities.
3
THE LOGO OLD KHANA LOGO
A logo is a graphic representation or mark of an individual, brand and organization to gain instant recognition among the public. It communicates what the organization or brand stands for and why it is unique. The new KHANA corporate signature is the graphic representation of our organization and the values for which it stands. It identifies us to the world, displaying an image that is both strong and community centered. The new KHANA logo combines the two most important visual elements of our brand, the KHANA logotype and the KHANA icon. The diagram on the left illustrates the recognizable graphic features that make the KHANA logo unique from the old logo.
KHMER TAGLINE
ENGLISH TAGLINE
BRAND GUIDELINE
Our new corporate logo has Khmer and English versions having local and global applications in mind. It is encouraged that we use the Khmer version in every collateral that we use. However, we need to use the English version in cases where the logo will be employed for international use. To ensure the consistent representation of our identity, this brand guideline must be consulted all the time especially when a third party supplier will be involved in the reproduction of our communication and identification materials
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NAMEPLATE
ICON HELVETICA NEUE 85 HEAVY As KHANA strives to expand and modernize, this typeface best represents that vision. Helvetica Neue 85 Heavy expresses the solid resolve, unity, stability and dependability of the organization.
TAG LINE
PEOPLE LINKING ARMS A united community is a strong community – this is what KHANA wants to uphold and it is KHANA’s vision. This is represented by showing a graphical depiction of people linking arms. This icon also represents the 4 programs of KHANA which are: 1) Red: Improving HIV programming; 2) Green: Improving community reproductive health; 3) Blue: Securing Livelihood; and 4) Violet: Strengthening management capacity and technical excellence in community HIV health and development.
ALLIANCE ICON NIDA SOWANAPHUM Clean, simple and professional, KHANA decided to use NIDA Sowanaphum as its typeface for its tagline for the English and Khmer versions.
ALLIANCE As the Alliance continues to grow in number, the Alliance’s brand becomes more important than ever. Keeping the branding clear helps stakeholders understand what the Alliance has achieved against HIV & AIDS.
BRAND GUIDELINE
5
CORPORATE COLORS PRIMARY PALETTE VIOLET RGB: 102 • 45 • 145 CMYK: 72 • 97 • 22 • 9
BLACK RGB: 35 • 31 • 32 CMYK: 0 • 0 • 0 • 100
GRAY GREEN
RGB: 88 • 89 • 91 CMYK: 0 • 0 • 0 • 80
RGB: 141 • 98 • 63 CMYK: 50 • 0 • 100 • 0
RED RGB: 237 • 28 • 36 CMYK: 0 • 100 • 100 • 0
BLUE RGB: 43 • 57 • 144 CMYK: 100 • 95 • 10 • 0
BRAND GUIDELINE
SECONDARY PALETTE The secondary palette is mainly used as an additional color palette for artistic considerations. This provides another set of colors for desginers to use. It can be used alongside the main corporate colors. PASTEL 1
PASTEL 2
SET AT 40% OPACITY
SET AT 70% OPACITY
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CORPORATE FONTS As KHANA is a traditional, formal, yet very accessible organization, we use Khmer and English fonts that best represent those qualities. These fonts are also practical as they are flexible and easy to read. For printed applications please use Helvetica Neue and Trajan Pro for Enlglish texts and Khmer OS and Khmer OS Muol Light for Khmer.
ROMAN FONTS TRAJAN PRO
KHMER FONTS KHMER OS CONTENT Recommended for body texts and paragraphs with numerous words.
KHMER OS MUOL LIGHT An excellent display font, this must be used only for titles, subheads and paragraphs with less than 10 words.
ាបចដេថងហ ាំពជឌែធអះីគ ាបចេថងហ ាំពជឌែធអះី
Acting as a display font, this must be used only for titles, subheads and paragraphs with less than 10 words.
HELVETICA NEUE 55 LIGHT The light strokes and thin weight of this font is good for body texts and wordy paragraphs.
HELVETICA NEUE 85 HEAVY This font can both act as a display font and subhead for different situations.
ABCDEFG abcdefgh
ABCDEFG abcdefgh
ABCDEF
abcdefg
BRAND GUIDELINE
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CORPORATE FONTS FOR WEB AND ELECTRONIC DOCUMENTS Web typography is limited in nature and because of that we need to have special set of fonts for our websites and other collaterals in electronic format.
KHMER FONTS KHMER OS Recommended for body texts and paragraphs with numerous words.
KHMER OS CONTENT Recommended for body texts and paragraphs with numerous words.
KHMER OS MOUL LIGHT An excellent display font, this must be used only for titles, subheads and paragraphs with less than 10 words.
BRAND GUIDELINE
ាបចដេថង ាំពជឌែធអ ាបចដេថង ាំពជឌែធអ
ាបចេថងិ
ាំពជឌែធអះី
ROMAN FONTS ARIAL REGULAR The light strokes and thin weight of this font is good for body texts and wordy paragraphs.
ARIAL BOLD This font can both act as a display font and subhead for different situations.
ARIAL BLACK Acting as a display font, this must be used only for titles, subheads and paragraphs with less than 10 words.
ABCDEF a b c d e fg h
ABCDEF abcdefgh
ABCDEF abcdefg
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MINIMUM CLEARANCE ISOLATION AREA The total area around the logo is equal to the space occupied by the logo itself. As a rule, left and right clearances are the size of the icon (see illustration). The top and the bottom clearances of the logo should be half the height of the KHANA icon. This rule will be observed and applied in every logo variation of KHANA. This is done to protect the brand’s visual identity against other brands.
MINIMUM SIZE The regular minimum size of the logo is 3cm in length or 1cm in height. In cases where it must be printed smaller like on pens or pencils, the tagline can be dropped as it is no longer readable. Print the tagline in a separate or other end of the said item. See example.
1cm
3cm
BRAND GUIDELINE
9
LOGO VARIATIONS All logo comps and variations will be provided in an EPS file for use in the mentioned instances. These versions are to be used only when the preferred logo will not work due to printing limitations.
B&W There are situations where only one color or black and white are possible. Such situations would include advertising for print or one-color fliers. A white counter must still be used against dark and/or busy backgrounds. Logotype: K = 100% Icon: K = 100%, 80%, and 40% Tagline: K = 60% Alliance icon: K = 100% and 40%
NO-TAGLINE DARK BACKGROUNDS A white rectangular placeholder must be put behind the logo when used on dark and/or busy background to ensure the visibility of the logo. This logo variation should still observe the minimum size requirement of 3cm in length or 1cm in height. The size of the placeholder should be the size of the logo plus half the height of the KHANA icon. The placeholder will be treated as a part of the logo and will observe the isolation area of the logo. Please see the illustration above.
BRAND GUIDELINE
In cases of collaterals too small to accomodate a logo with tagline or the logo will be less than 3cm in length or 1cm in height, use a white background or logo placeholder or print on white material to keep the visibility of the logo.
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DO’s & DONT’s USING THE WRONG TYPEFACE
REMOVING THE ALLIANCE ICON
Do not reproduce logotype in any other type face than Helvetica Neue 85 Black and NIDA Sowanaphum for the tagline.
Do not remove the Alliiance logo.
SKEWING THE LOGO Do not tilt or skew the logo.
USED AGAINST A BUSY BACKGROUND Do not use use the logo against a busy backgorund without using the white frame.
CHANGING THE COLORS Do not use corporate signature in unauthorized colors.
SQUASHING THE LOGO Do not stretch or squash the logo.
USED AGAINST A COLORED BACKGROUND DO: When the logo is used against a colored background, make sure that the whlole logo has sufficient contrast for it to be still visible. The value of the color should not be more than 30% of the hue or its equivalent in grey.
BRAND GUIDELINE
11
VISUAL IDENTITY Having a single visual identity is needed to unify and strengthen the visual style of KHANA as a brand. It is utilized to help the logo to tell the intended audience that an artwork is done for and owned by KHANA.
THE CURVE
HUMAN ICON The human icon, a part of the KHANA icon, could be used as bullet, indicator or an added graphic element in an artwork. It mus be noted that this visual element cannot be used as a substitute for the KHANA logo.
KHANA ICON This element is the caring, nurturing and feminine side of the organization. It is always in violet and the range of tint of violet, KHANA’s main color. Use the curve as accents in the design space or dividers. The curve can aslo anchor the design space either to the bottom or at the side and never on top as it makes the space top heavy. Please use sparingly. It is not meant to replace the logo.
BRAND GUIDELINE
The KHANA icon affirms the visual identity of the brand by adding color and repeating the elements found in the logo itself. The icon can be set in 100%, 70% and 40% opacity in an artwork as long as it doesn’t become a distraction for other elements such as the text and the logo. Although it is a part of the KHANA logo, it cannot be used as a substitute for the logo.
KHANA is committed to contribute to the development, health and well-being of communities through reducing vulnerability and mitigating the impact of HIV and AIDS.
LOGO APPLICATIONS
CORPORATE ID
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LETTERHEAD & NOTEPAD
KHANA NOTEPAD Size: A5
KHANA LETTERHEAD Size: A4
logo applications • corporate id
BRAND GUIDELINE
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ENVELOPES KHANA ENVELOPES Sizes: A3, A4, A5
KHANA COMPLIMENT SHEET
BACK
Size: 20.1cm x 9.9cm
FRONT
BRAND GUIDELINE
corporate id • logo applications
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MEMO & FACSIMILE KHANA FACSIMILE Size: A4
KHANA MEMO Size: A4
logo applications • corporate id
BRAND GUIDELINE
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COMPANY FOLDER
BACK / FRONT
INSIDE
KHANA FOLDER Size: A4
BRAND GUIDELINE
corporate id • logo applications
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COMPANY ID & BUSINESS CARD
KHANA ID
KHANA BUSINESS CARDS
Size: 9cm x 5.5cm
Size: 9cm x 5.5cm
logo applications • corporate id
BRAND GUIDELINE
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STICKERS & VISITOR PASS
KHANA STICKERS Size: 12cm x 6cm
PROPERTY STICKERS
KHANA VISITOR ID
Size: 12cm x 8cm
Size: 9cm x 5.5cm
BRAND GUIDELINE
corporate id • logo applications
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CERTIFICATES & INVITATIONS
KHANA INVITATION Size: A5 Landscape
KHANA CERTIFICATE Size: A4 Portrait
logo applications • corporate id
BRAND GUIDELINE
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OFFICE SIGN BOARDS
KHANA SIGN BOARDS Size: 30cm x 8cm
KHANA DIRECTIONAL SIGNS Size: 30cm x 8cm
BRAND GUIDELINE
corporate id • logo applications
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PLANNER CALENDAR KHANA CALENDAR Size: 95cm x 65cm
logo applications • corporate id
BRAND GUIDELINE
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ANNUAL REPORT
KHANA ANNUAL REPORT Size: 20cm x 22cm / A4
BRAND GUIDELINE
corporate id • logo applications
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SEASON’S GREETING CARD & PEN
logo applications • corporate id
KHANA CHRISTMAS CARDS
KHANA BALLPEN
Size: A5
Colors: Black and Blue
BRAND GUIDELINE
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ABOVE THE LINE APPLICATIONS All the examples that are shown here are not the actual materials, they are for demonstration purposes only.
BRAND GUIDELINE
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LEAFLET & FLIP BOOK KHANA LEAFLET Size: 20cm x 21cm
KHANA FLIP BOOK Size: 20cm x 15cm
logo applications • above the line
BRAND GUIDELINE
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BROCHURE
KHANA BROCHURE Size: 20cm x 21cm/fold Folds: 5
BRAND GUIDELINE
above the line • logo applications
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BANNERS & POSTERS
KHANA BANNERS Size: 1m x 3m
KHANA POSTERS Size: A1, A3 and A4
logo applications • above the line
BRAND GUIDELINE
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VIDEO
PRESENTS
KHANA TITLE SCREEN Size: according to specifications
KHANA DVD COVER Size: 27.7cm x 18.5cm
KHANA DVD Size: 8cm in diameter
BRAND GUIDELINE
above the line • logo applications
31
CORPORATE LIVERY All the examples that are shown here are not the actual materials, they are for demonstration purposes only.
logo applications • above the line
BRAND GUIDELINE
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BAGS, CAPS & SHIRT
FRONT
BACK
FRONT
BACK
KHANA SHIRTS Size: XS, S, M, L, XL, XXL (Round-neck & Collared)
KHANA LAPTOP BAG KHANA BASEBALL CAP
BRAND GUIDELINE
livery • logo applications
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VEHICLE STICKERS
CAR Size: according to the intended vehicle
logo applications • livery
BRAND GUIDELINE
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VEHICLE STICKERS
MOTORBIKE Size: according to the intended vehicle
BRAND GUIDELINE
livery • logo applications
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KHANA’s Integrated Care and Prevention program focuses on the provision of home-based care services by trained Home Care Teams (HCT), while its Focused Prevention Program (FPP) targets populations who are most at risk from HIV with specific messages, outreach activities and interventions. logo applications • livery
BRAND GUIDELINE
#33 Street 71, Tonle Bassac, Chamkarmon, Phnom Penh P.O. Box 2311 Phnom Penh 3, Kingdom of Cambodia Tel: (855) 23 211 505 | Fax: (855) 23 214 049 http://www.khana.org.kh