Brand Guidelines by ZI YIN

Brand Guidelines Lashawn Assistant Dogs School

01 Introduction /01 - 05 - History of LADS - Vision & Mission - Tagline - Logo Design Rationale

02 Normativity / 7 - 17

CONTENT

2.0 Logo and Usage 2.1 Logo Grid 2.2 Logo Colour 2.3 Logo Variations 2.4 Logo Clearspace 2.5 Logo Minimum Size

2.6 Application on Background 2.7 Inccorect Use of Logo

03 Identity / 19 - 36

3.0 The Corporate Typography 3.1 The Corporate Colour Palette 3.2 The Pattern 3.3 The Correct Logo Placement 3.4 The Applications

01 INTRODUCTION

01 Introduction

LADS is a guide dog school. The full name is Lashawn Assistant Dogs School. The aim of LADS is train Dogs to be Assistant Dogs and Comfort Animals mainly for the Disabled communities especially blind and Senior Citizens. Guide dogs are not only pets, but also service dogs. Blind could live a more independent life thanks to the assistance of his furry friend and hoped that the Malaysian government would give guide dogs legal recognition to ease the difficulties faced by PWD. These trained animals can bring comfort or relaxation to people who live with them, improve peopleâ&#x20AC;&#x2122;s social, emotional or cognitive state, and make their lives more fulfilling and independent. Currently, the cross between Golden Retriever and Labrador is easily selected by service animals. It is hoped that through the influence of brand building, peopleâ&#x20AC;&#x2122;s awareness of guide dogs can be raised more effectively. The goal also includes legalizing the introduction and training of guide dogs to make it easier to obtain guide dogs in Malaysia. In general, our goal is to help more people in need, regardless of race or religion. Most guide dogs work until they are around 8-10 years old, but this varies with individual dogs and their lifestyles. After spending a life of devoted partnership, guide dogs deserve to spend their senior years in comfortable retirement. They may remain with their partner as a pet, return to the home where they were raised, or be placed in a loving adoptive home. In all cases, they are honored and loved.

History of LADS

In 2011, Stevens Chan founded another non-profit organization, Save Ones Sight Missions Bhd the 2011; with a vision to prevent unnecessary blindness. Providing free eye care and visual aids to the underprivileged are some of its mission; besides creating awareness through different events about eye care. In 2012, he also founded Dialogue in the Dark â&#x20AC;&#x201C; Malaysia, a social enterprise with a mission of empowering the visually impaired, it provides job opportunities and trainings to the disabled community â&#x20AC;&#x201C; thus giving them meaningful employment and be accepted and included in society. To continue this mission, we aim to starting a guide dog school in Malaysia to help the visually impaired, so that they will able to live a life independently.

Mission

Vision

Introduce and bring guide dogs into Malaysia. Let various departments and governments allow disabled persons to use guide dogs in public places.

Started to open the first guide dog school in Malaysia.

Tagline Help the blind to see.

Logo Design Rationale

I used my own stroke to draw the letters of lads, and also referred to the elements of grass characters. These letters express a free and yearning life. And I added the element of dog to the letter â&#x20AC;&#x153;sâ&#x20AC;?, which means that the guide dog will lead the blind to freedom. The colors I had chosen are gray blue and brown. Gray blue stands for stability, a symbol of the deep sea, calm, also has the meaning of silent guard. I used the gray blue color on the LADS because the guide dog can make the blind more stable and calm, and the guide dog is guarding the blind silently.

02 Normativity

2.0 Logo & Usage

We want to protect our logo, so follow the guidelines outlined in our brand policies. Do not modify or distort our logo. Our logo is the combination of scribbled font with the icon.

2.1 Logo Grid

2.2 Logo Colour

Grey Blue RGB : 57 106 133 HEX : #396a85

CMYK : 72 48 35 20 PMS : 2167 C

Brown

RGB :179 120 86 HEX : #b37856 CMYK : 21 47 62 11

PMS : 2317 C

2.3 Logo Variations

While our default logo is brown and grey blue, use the black or white version on layouts that are black and white only. You can also use the white version on dark backgrounds so itâ&#x20AC;&#x2122;s easy to see.

2.4 Logo Clearspace

x x indicator x

Clearspace Whenever you use the official Lashawn Assistant Dogs School (LADS) logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is delevoped from the width of the dog’s ear logo and is shown as “x”.

2.5 Logo Minimum Size To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size requirement is based on the width of the LADS logo. When reproducing the LADS logo in print, the minimum size of the LADS is 0.5 inches width. For online use, the minimum size is 40 pixels at 72 dpi.

Screen Minimum Size 40 pixels width

Print Minimum Size 0.5 inches width (Shown at actual size)

2.6 Application on Background Mono Application

BLACK ON WHITE

WHITE ON BLACK

Logo Watermark

OPACITY 30% 15

OPACITY 50%

Logo on Gold & Silver Background

Gold

Silver 16

2.7 Incorrect Use of Logo To ensure consistent use of the logo, here are some practices to avoid.

Don’t skew or bend the logo in anyway.

Don’t use drop shadows or other visual effects.

Don’t use the logo on a background with insufficient contrast.

Don’t rotate the logo.

Don’t stretch the logo.

Don’t use any colors other than those specified in this document.

03 Identity

3.0 The Corporate Typography Primary Typeface - Athelas Regular

- Athelas Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

- Athelas Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

- Athelas Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

Secondary Typeface - PT Serif Regular

- PT Serif Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

- PT Serif Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

- PT Serif Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*()_+={}[]|\:;”’/.,<>?

Text Hierarchy COPY TEXT :

Lashawn Typo Copy Text Athelas Regular 12 pt Type / 14 pt Leading

SUBLINES SECTIONS :

Lashawn Typo Headline Athelas Regular 18 pt Type / 21 pt Leading

CONTEXT TEXT AND INNER HEADLINES

HEADLINE 01 :

Lashawn Typo Athelas Regular 30 pt Type / 36 pt Leading

HEADLINES AND TYPOBREAKS

HEADLINE 02 :

LASHAWN TYPO Athelas Regular 38 pt Type / 45 pt Leading 22

3.1 The Corporate Colour Palette Primary Colour Palette

Grey Blue RGB : 57 106 133 HEX : #396a85

CMYK : 72 48 35 20 PMS : 2167 C

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

Brown

RGB :179 120 86 HEX : #b37856 CMYK : 21 47 62 11

PMS : 2317 C

Secondary Colour Palette

Green RGB : 74 159 94 HEX : #4a9f5e

CMYK : 67 29 58 12 PMS : 7730 C

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

Purple RGB :128 77 255 HEX : #804dff CMYK : 50 70 0 0

3.2 The Pattern

Because this brand brings confidence and freedom to people, no matter what obstacles and difficulties the blind man has in life, the guide dog can lead him to a free and colorful life. Therefore, this style of freedom is adopted.

3.3 The Correct Logo Placement

Business Card The corporate buiness card is included in the Lashawn Assistant Dogs School stationery templates. Name, title and contact details can be modified from the template. Do not alter the colour positioning, font sizes or the typefaces. The design should remain as they are shown in the template. The illustration is 100% scale of 8.9 cm x 5.1 cm business card format. All measurements are in centimeters and actual size. Lashawn Assistant Dogs School

Athelas Bold 10pt

03 - 2770 6380 Dog for sight

LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Help the blind to see

Athelas Regular 8pt / 9.6pt (L)

Athelas Bold Italic 10pt

8.9 cm

5.1 cm

0.6 cm

2.1 cm

0.5 cm

1.4 cm

0.2 cm 0.2 cm 0.2 cm

0.46 cm 0.5 cm

Lashawn Assistant Dogs School 03 - 2770 6380 Dog for sight LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Help the blind to see

Puncher mark aligned to the centre of 2.5 cm

Always start text here

Text should never exceed this line

Annie Chong 378, ABC Street, New York, USA, NY45 6 December 2020

Letterhead The corporate letterhead and continuous sheet is included in the Lashawn Assistant Dogs School stationery templates. All text is set in the corporate font Athelas. Do not alter the colour positioning, font sizes or the typefaces. The design should remain as they are shown in the template. The illustration is in reduced scale sizes. All measurements are in centimeters.

Dear Annie, We canâ&#x20AC;&#x2122;t say thank you enough I would like to thank you personally, and on behalf of Lashawn Assistant Dogs School, for your extraordinary fundraising efforts.The fundraising event which you produced and hosted, in its first year, was a massive success locally, gained a huge amount of press and I understand raised RM6660! As you know the money is much needed and will directly help build the Lashawn Assistant Dogs School in Malaysia. Thank you very much. Not only have you raised essential funds but the awareness you drive locally and nationally about the charity and our work is astounding and invaluable to the charity. Annie, you set an extraordinary example within the region in regards to motivation, perseverance, and hard work, you continued charity work will have inspired many around you.

Athelas Regular 8pt / 9.6pt (L)

Again, huge thanks from all of us, and best of luck with the upcoming online event in December. I hope we can continue to count on your exceptional support. If you have any questions, please do not hesitate to give us a call at 03-27706380, or find us at www.facebook/DogsForSight.com. Best wishes, Steven Chan

LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Athelas Regular 8pt / 9.6pt (L)

Dog for sight 03 - 2770 6380

Help the blind to see

Athelas Bold Italic 10pt

Puncher mark aligned to the centre of 2.5 cm

2 cm

3.4 cm

Aligned horizontal centre

20 cm

2.3 cm LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Dog for sight 03 - 2770 6380

Help the blind to see

2 cm

2.5 cm

1.3 cm

5.9 cm

1.3 cm 2.1 cm 1.3 cm

2.8 cm

1.8 cm

2 cm

Envelope The corporate envelope is included in the Lashawn Assistant Dogs School stationery templates. All text are set in the corporate font Athelas. Do not alter the colour positioning, font sizes or the typefaces. The design should remain as they are shown in the template. The envelope size is 22cm x 11cm. All measurements are in centimeters.

LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

Athelas Regular 8pt / 9.6pt (L)

Dog for sight 03 - 2770 6380

Help the blind to see

Athelas Bold Italic 10pt

1.5 cm

2.7 cm

LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

5 cm

5.9 cm

Dog for sight 03 - 2770 6380

1.3 cm 2 cm

Help the blind to see

1 cm 1.3 cm

2.7 cm

3.8 cm

3.4 The Applications Stationery Set

Stationery Set

Business Card

Stationery Set

Letterhead

T- Shirt

Front

Back

Help the blind to see

Canvas Bag

Front

Back

Help the blind to see

LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur.

03 - 2770 6380 Dog for sight

Help the blind to see