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Logo ‘Gui’ is the Chinese name of the Osmanthus flower. The flower is known for it’ ivory and rounded petals. It bears a distinctive scent and is representative of the oriental flowers. It embodies the elegance and timelessness of the great Orient. The flower is perched on top of a sinuous tail, carefully shaped to emulate the free but controlled spirit of calligraphy strokes. As a result, the Osmanthus flower takes on the form of the letter ‘g’, which stands for ‘gui’. Warm colors like red and orange were used to emphasize the oriental roots of the brand while teal is chosen to signify fresh ideas and contemporary attitudes. GUI corporate identity consists of 2 parts: our symbol and the corporate name. The symbol may be used separated from the logotype. Decisions regarding the use of the symbol as a decorative element will be made by the Creative department of GUI.

GUI 3D version

GUI corporate identity must NOT be redrawn, reproportioned or modified through color in any way.

In running copy, the capitalization of our corporate name should always appear as, “GUI”.

Format

GUI GUI

The success of GUI identity depends on the correct use of the GUI logo. Fig.1. The vertical version is the preferred version and should be used whenever possible. Fig 1.2 The horizontal version has been created for situations in which there are space limitations, rendering the vertical configuration unusable.

Minimum Size Usage

Fig. 1.1

Fig. 1.2

2.3cm 0.8cm

GUI 3cm

1.5cm

Fig. 1.3

Fig. 1.4

The minimum sizes indicated are required for the full color, as well as, the black & white versions of GUI logo. Fig. 1.3 The vertical corporate logo should not be reproduced smaller than 15mm in width. Fig. 1.4 The horizontal corporate logo should not be reproduced smaller than 30mm in width.

Protected Area Fig. 2.1 Vertical Version Fig. 2.2 Horizontal Version A minimum amount of clear space is required around each logo. This helps to maintain proper prominence. The protected area preserves its legibility and visual impact. The protected area extends on all four sides of each logo and is equal to the height of â&#x20AC;?GUI.â&#x20AC;? This Infringement Zone is indicated with the dash rule. Nothing may intrude into this area.

Fig. 2.1

Fig. 2.2

Exceptable Configurations For the Corporate Full Color version (Fig.3.1, 3.4, 3.5, 3.6), the symbol prints in GUIâ&#x20AC;&#x2122;s corporate colours, and the corporate name prints in GUI red.

GUI Fig. 3.1

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Fig. 3.4

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Fig. 3.2

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Fig. 3.5

The examples on this page are the correct colorations for the vertical and horizontal versions of the corporate logo.

Fig. 3.3

Fig. 3.6

For the Corporate Black & White version (Fig. 3.3), the symbol and the logotype prints in 100% black, while Fig. 3.2 is the reversed version. Although GUI logo displays the best on a solid white background they can be used on any background that provides sufficient contrast. To maintain a strong, consistent brand image, GUI logo should be used on a solid, simple background without any elements intruding into the infringement zone. In some cases, a section of a photograph might offer sufficient contrast so that GUI logo may knock-out.

Exceptable Configurations

GUI Fig. 4.1

GUI

Fig. 4.3

GUI

Fig. 4.5

GUI Fig. 4.2

GUI

Fig. 4.4

Fig. 4.6

The examples on this page are the correct colorations for the vertical and horizontal versions of the corporate logo.

For the Corporate Full Color version (Fig.4.1, 4.4, 4.5, 4.6), the symbol prints in GUIâ&#x20AC;&#x2122;s corporate colours, and the corporate name prints in GUI red. For the Corporate Black & White version (Fig. 4.3), the symbol and the logotype prints in 100% black, while Fig. 4.2 is the reversed version. Although GUI logo displays the best on a solid white background they can be used on any background that provides sufficient contrast. To maintain a strong, consistent brand image, GUI logo should be used on a solid, simple background without any elements intruding into the infringement zone. In some cases, a section of a photograph might offer sufficient contrast so that GUI logo may knock-out.

Unexceptable Configurations

GUI

Essentially, the logo may not be changed. Any form of modification is inadmissible. • The logo may not be scaled, distorted or rotated. • The use of other typefaces is not permitted. • No colour versions may be used apart from those defined here. • The position of the logo elements may not bealtered. • The omission of elements is not permitted except with the authorisations.

Unexceptable Configurations

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Colours

Primary

GUI TEAL CMYK: 80%, 10%, 45%, 0% PANTONE: 3272C 100%

GUI WARM ORANGE CMYK: 0%, 80%, 95%, 0% PANTONE 1788C 100%

GUI RED CMYK: 0%, 90%, 85%, 0% PANTONE 1795C 100%

Secondary

GUI GREEN CMYK: 65%, 10%, 100%, 0% 100%

GUI DARK GREEN CMYK: 85%, 10%, 100%, 0% 100%

GUI BRIGHT GREEN CMYK: 75%, 0%, 75%, 0% 100%

GUI color palette offers several colors chosen to express the brand of the company. It is recommended for corporate use only. Using these colors in communications materials helps to create a consistent, distinctive look and feel to all the materials. The current edition of the PANTONE Color Formula Guide is the color system chosen for GUI brand. PANTONE速 is a registered trademark of Pantone, Inc. The colors shown throughout these standards are not intended to match the PANTONE Color Standards. For the PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide. The spot and process colors indicated are best utilized on a coated paper stock.

Typefaces Optima Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Optima Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Optima Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Optima Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Optima Extra Black ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Optima Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Didot Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<> Didot Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 ~!@#$%^&*(),./’;[]\|}{”:?<>

A well coordinated use of corporate typography will reinforce the distinct brand image. The Optima typeface family should be used for the majority of applications. It has been chosen as part of the corporate typography palette because of its appropriateness to the brand personality. The Didot typeface family should be used for secondary applications, specifically for sub-heading text situations. It has been chosen as part of the corporate typography palette because of its visual compatibilty to the Optima family.

Secondary Graphics The secondary graphics may be disassembled if necessary and employed as a design element. The graphics should only be employed if required and it should be applied discreet (e.g. in the background). The colours of the graphics may be used exclusively with the corporate colours. Mascots: These mascots are designed based on the rationale of the logo. It depicts the 3 different stages of the growth of a seed to a flower.

Mascots

The colour scheme of th graphics are similar throughout the series, so as to achieve a consistency in the designs. These mascots may be employed as a design element and must be used for business matters of the organization or its affiliate organizations and may never be used for personal use.

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The graphics must never be altered, and attempted duplication or recreation is not permitted.

Texture These textures should only be employed if required and it should be applied discreet (e.g. in the background). The colours of the graphics may be used exclusively with the corporate colours.

Imagery Fresh, artistic and elegant photography focusing on nature (flowers such as osmanthus), oriental items and artworks so as to keep a constant image of GUI. Imaginative crops and use of scale are recommended, but filters and other special effects are best avoided. Selecting images containing orange, red, green or blue is a good way of increasing brand awareness.

90mm 5mm (min.)

10mm

GUI 55mm Mohammad Ashraf bin Mohd Kamal

阿使拉福

Computer Analyst

www.antalissg.com Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 6417 2333 Fax: +65 6417 2300 Email: marketing.sg@antalisasiapacific.com

Mob.: +65 1234 5678 Email:ashraf.sg@antalis-asiapacific.com

10mm

Applications The business cards for GUI must be used for business matters of the organization or its affiliate organizations and may never be used for personal use. Graphic or word elements of the business cards must never be altered, and attempted duplication or recreation is not permitted. The text and variable correspondence, the type size 8 pt of 5.5 leading is used, depending on the medium. All body copy is subject to flush-left alignment.

GUI Sean Teh

政铭权

Computer Analyst Mob.: +65 1234 5678 Email:sean.sg@antalis-asiapacific.com

www.antalissg.com Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 6417 2333 Fax: +65 6417 2300 Email: marketing.sg@antalisasiapacific.com

Size of profile photos are not definitive.

Envelope

Applications Shown on the left are the standard business envelopes that have been created for business matters of GUI. The envelope should not be used for personal matters, and any attempt to duplicate or modify pre-printed envelopes is prohibited.

220mm

Requests for special orders such as those pre-printed with a departmental name or return address will be considered on an individual basis.

110mm

GUI

stamp

32mm

20mm

105mm

Letterhead flush left alignment

10mm 10mm

The letterhead for GUI must be used for business matters of the organization or its affiliate organizations and may never be used for personal use. Graphic or word elements of the letterhead must never be altered, and attempted duplication or recreation is not permitted.

GOH WEN YI 23 YISHUN AVENUE 1 SINGAPORE 529767

When writing a business letter, please use the letter format shown on the left. The standard typeface and size for business letters is 11 point Optima on 12 point leading. All business letters should be single-spaced, flush left and no indentations as shown on the left.

folding Dear Miss Goh: In response to your interest in logos and corporate design, I have put together some thoughts that I hope will help to provide some background. A good portion of the text are the thoughts and comments of one of themost gifted designers of all time, Paul Rand. His stature as one of the world's leading graphic designers is incontestable. For half a century his pioneering work in the field of advertising and corporate design and typography has exerted a profound influence on the design profession. He, almost singlehandedly, transformed "commercial art" from a practice that catered to the lowest common denominator of taste to one that could assert its place among the fine arts. There are as many reasons for designing a new logo, or updating an old one, as there are opinions. The belief that a new or updated logo will be some kind of charm that will magically transform any business is not uncommon. A redesigned logo may have the advantage of implying something new, something improved, but this is short-lived if the institution doesn't live up to its claims. Opposed to the idea of arbitrarily changing a logo, there's the "let's leave it alone" school â&#x20AC;&#x201C; sometimes wise, more often superstitious, occasionally nostalgic or, at times, even trepidatious. If in the business of communications "image is king", the essence of this image, the logo, is a jewel in its crown. The role of the logo is to point, to designate, in as simple a manner as possible. Simple ideas as well as simple designs are, ironically, the products of circuitous mental purposes. Simplicity is difficult to achieve, yet worth the effort. Design, good or bad, is a vehicle of memory. Good design adds value of some kind â&#x20AC;&#x201C; it respects the viewer and rewards the entrepreneur. It is easier to remember a well designed image than one that is muddled. A well designed logo, in the end, is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services. It is good public relations â&#x20AC;&#x201C; a harbinger of good will. It says "We care".

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Letters should always be centred in the middle of the page so that an even amount of space exists at the top and bottom of the page. With longer letters, continue on to a second page rather than typing beyond the maximum depth of message line. Photocopying is only acceptable for courtesy or file copies.

Yours truly,

Maximum depth of message

Applications

John A.

www.antalissg.com Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-01/01A Singapore 339505

Tel: +65 6417 2333 Fax: +65 6417 2300 Email: marketing.sg@antalis-asiapacific.com

Stationery Set

Applications The stationery set for GUI must be used for business matters of the organization or its affiliate organizations and may never be used for personal use.

www.antalissg.com

Graphic or word elements of the stationery set must never be altered, and attempted duplication or recreation is not permitted.

www.antalissg.com

Artwork of all official stationery is created and maintained in GUI.

www.antalissg.com

All stationery should be ordered through GUI with GUI Printing Services. www.antalissg.com

Bookmarks

GUI

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415mm

Applications

GUI

Shown on the left are the standard paper bag that have been created for business matters of GUI. The paper bag should not be used for personal matters, and any attempt to duplicate or modify pre-printed paper bag is prohibited. The paper bag for GUI must be used for business matters of the organization or its affiliate organizations and may never be used for personal use. Graphic or word elements of the paper bags must never be altered, and attempted duplication or recreation is not permitted.

45mm

Artwork of all official paper bag is created and maintained in GUI.

255mm

All paper bags should be ordered through GUI with GUI Printing Services. UV finishing

Wrapping Papers 70cm

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50cm

Applications These wrapping papers should only be employed if required and it should be applied discreet (e.g. in the background). The colours of the graphics may be used exclusively with the corporate colours.

Vehicles Applications Shown on the left are the standard designs on vehicles that have been created for business matters of GUI. The colours of the graphics may be used exclusively with the corporate colours. Any attempt to duplicate or modify pre-printed designs is prohibited. Graphic or word elements of the business cards must never be altered, and attempted duplication or recreation is not permitted.

GUI www.antalissg.com GUI

Tel: +65 6417 2333 Fax: +65 6417 2300

Swatch book (cover and back)

Applications In the headings, the type size 11 pt is used. All headings are subject to flush-left alignment.

GUI

The cover of the swatchbook, at the left side of the page, represents the visual elements: Images of anything that are relatedto the theme of the headings.

texture

The black background gives a contrast and makes it easier to highlight the colour of the text and images. It is also helpful to use a background for some printing processes.

smooth/satin

Images and headline are not definitive.

concept/effects

Antalis (Singapore) Pte Ltd 50 Kallang Avenue #04-01/01A Singapore 339505 Tel: +65 6417 2333 Fax: +65 6417 2300 Email: info@antalissg.com Wevsite: www.antalissg.com

The body text on the back page, type size 9 on 7 point leading, is used. All text is subject to flush right alignment.