RSCM
RS. Cipto Mangunkusumo
Graphic Standards Manual
RSCM
RS. Cipto Mangunkusumo
Rumah Sakit Dr. Cipto Mangunkusumo (RSCM) is a government hospital located in Central Jakarta, Indonesia. In addition to being the RSCM government hospital also serves as a education hospital, one of which is the Faculty of Medicine, University of Indonesia.The hospital name is taken from the name of Dr. Tjipto Mangoenkoesoemo, an Indonesian Figure in the Colonial Era. In RSCM, thousands of doctors and medical together serve thousands of patients each day throughout Indonesia who visited this hospital. RSCM is the central government's national referral hospital and also a place of medical education for general practitioners, specialist doctors I and subspecialty, nurses and other health professionals.
Vision
To become the most referred National Medical Education hospital in the Asia Pacific region by 2014.
Mission
Providing comprehensive health care and quality as well as affordable by all levels of society. Being a center of medical education and research. The place of research and development in order to improve health standards through dynamic and accountable management.
Table of Content Master Brand Sub Brands Color Usage Typography Usage Safe Area Indication Improper Logo Usage Design Applications
Master Brand
Philosophy behind the Brand Identity
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The RSCM Logo represents incorporation hand by hand to form the red cross symbol which is symbolized a hospital. Incorporation hand by hand is showed how RSCM bears a hand to people who needs help and also it is form of concern to society. The red cross in incorporation of hand is always as a symbol of protection which is used by all hospitals around the world. Through the RSCM logo, it will show that RSCM hospital always can give a better impression through their cooperation among the medical team to help the societies from middle to low class societies or middle to upper class societies.
Master Brand Identity Variations When on screen or printing in color, the logo should remain its original colors. When used in black and white, the whole logo should be black if on a light background and white if on a dark one.The only exception is when it is used on a background of light grayish orange. In this case, the RSCM logo will never change its color.
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light/no background
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on light grayish orange
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light/no background (B&W)
dark background (B&W)
Sub Brands
Poliklinik Bedah Poliklinik Gizi
Poliklinik Kebidanan
Poliklinik Akupuntur
Poliklinik THT
Unit Gawat Darurat
Laboratorium
The Sub Brands is designed symbolic to show the specialization of each clinic. Every clinic has the important symbol that represent what they are handling. The consistency of color can be seen through the symbol of The Sub Brands and The Master Brand.
Poliklinik Penyakit Dalam
Poliklinik Gigi & Mulut
Poliklinik Psikiatri
Poliklinik Bedah Urologi
Poliklinik Geriatri Terpadu
Poliklinik Saraf
Poliklinik Anak
Poliklinik Kulit & Kelamin
Poliklinik THT
Poliklinik Kebidanan
The ear, nose and throat specialist is showed in ear, nose, and throat inside a circle. The head is showed in circle so people will easy to get it.
The Obstetrics and Gynecology is showed in a pregnant woman symbol, so people will easy to recognize it.
Poliklinik Bedah The Operation Specialist is symbolized in operation tools which is used in operation situation.
Poliklinik Gizi The Nutrition symbol which is bread, vegetable, fruit, and milk are showed in circle. The circle is looked like a plate of food symbol so that it represents human life can’t live without nutrition.
Poliklinik Akupuntur
Poliklinik Penyakit Dalam
The Acupuncture Specialist is symbolized in human symbol and the acupuncture needles.
Internis Specialist is for patients who has problem with their internal organs so that why it symbolized in human symbol and gastric.
Poliklinik Gigi & Mulut
Poliklinik Psikiatri
Dental Specialist is symbolized in teeth and mouth. People will recognize it, as it is frequently appear in medical symbol.
Psychiatry Specialist is to deal with people’s mind and their thinking way, that why it is symbolized in brain and puzzle in it.
Poliklinik Saraf
Poliklinik Kulit & Kelamin
The Nerve Specialist is symbolized in a brain and nerve inside it. People will realized it clearly.
The Skin and Genitalia is showed the epidermic layers of the skin in the circle of male and female symbol as it is replaced the genitalia.
Poliklinik Anak
Poliklinik Geriatri Terpadu
Symbol of the child, people will get it when look at it.
Symbol of human with a cane which is elderly people. It represents the patients of geriatric and also they are the people who need to care a lot.
Poliklinik Bedah Urologi Symbol of kidney and bladder as Urologist, people will recognize it clearly.
Laboratorium Laboratory is symbolized in erlenmeyer flask as it is familiar thing that used in laboratory.
Unit Gawat Darurat The Emergency Room is symbolized in ambulance’s sirine which is showed the important situation in the room.
Color Usage
Dark red and very soft orange color represents that RSCM is continually improve the quality service, the results of education and research, human resource productivity and business positions. Dark Red is showed that RSCM always give the best protection and service to people who needs help and very soft orange is showed RSCM ready to bear their hand to help people without view the society’s status.
PMS 473 Process color for 4-color printing (CMYK): C:0 M : 23 Y : 35 K:0 RGB color for screen applications: R : 253 G : 203 B : 165 RGB color for web applications: #FDCBA5
PMS 704 Process color for 4-color printing (CMYK): C : 22 M : 91 Y : 93 K : 13 RGB color for screen applications: R : 176 G : 56 B : 44 RGB color for web applications: #B0382C
Typography Usage
Primary Typography An important factor of brand identity is the consistent use of predetermined typefaces. Baskerville regular and Century Gothic regular are the typefaces used in the logo as well as on the stationery system. It should be used as the primary typefaces in all communications.
Baskerville regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>? Century Gothic regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>?
Secondary Typography A second typefaces which is Adobe Caslon Pro regular, italic, and semibold is available for use as the body text on stationery and other applications.
Adobe Caslon Pro regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>?
Adobe Caslon Pro italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>?
Adobe Caslon Pro semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*()_+<>?
Safe Area Indication
.5 in.
.5 in.
.5 in.
RSCM
RS. Cipto Mangunkusumo .5 in.
To ensure the RSCM logo is free from visual distraction, elements such as other logos, images, copy, etc., must be positioned at a minimum distance from the logo. This is defined as “clear space”. Clear space is identified in terms of the X HEIGHT measurement, which is the height of the hand symbol and logotype. The minimum clear space above, below and to the sides of the logo is the X HEIGHT. The minimum size of the logo is no smaller than .5” high in the vertical format.
Improper Logo Usage
Donâ&#x20AC;&#x2122;t :
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Distort the logo
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Alter the weight or form of the letters
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Screen the logo
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Place the logo on backgrounds that make it hard to read
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Simulate the logo with a similar typeface
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Change the spacing between letters
Design Applications
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AMBULANCE
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Poliklinik Bedah Poliklinik Gizi
Poliklinik Kebidanan
Poliklinik Akupuntur
Poliklinik THT
Unit Gawat Darurat
Laboratorium
WE CARE FOR YOUR HEALTH
Poliklinik Penyakit Dalam
Poliklinik Gigi & Mulut
Poliklinik Psikiatri
Poliklinik Bedah Urologi
Poliklinik Geriatri Terpadu
Poliklinik Saraf
Poliklinik Anak
Poliklinik Kulit & Kelamin
One of The Best Hospitals in Indonesia! Jl. Diponegoro No.71 Jakarta Pusat Telp. 021-500350
Poliklinik THT
Poliklinik Anak
Poliklinik Bedah
Poliklinik Saraf
Poliklinik Bedah Urologi
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Poliklinik Kebidanan
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RS. Cipto Mangunkusumo Jl. Diponegoro No.71 Jakarta Pusat Telp. 021-500350