Table of Content Introduction............................................. 04 Vision & Mision........................................ 05 Tagline..................................................... 05 Logo Rationale........................................ 06
Normativity
01 The Corporate Logo System............. 11 Logo & Usage.............................................................. 12 Logo Construction...................................................... 13 Logo Grid..................................................................... 14 Logo Color................................................................... 15 Logo Variations........................................................... 16 Logo Clearspace........................................................ 19 Logo Minimum Size..................................................... 20 Application on Background...................................... 21 Incorrect Usage of Logo............................................ 24
Identity
02 The Corporate Typography.............. 27 Primary Typeface........................................................ 28 Secondary Typeface.................................................. 29 Text Hierarchy.............................................................. 30
03 The Corporate Color Palette............32 Primary Color............................................................. 33 Secondary Color....................................................... 34 Mood Board............................................................... 35
04 Pattern...............................................36 05 The Corporate Logo Placement......38 Business Card............................................................. 39 Letterhead................................................................. 42 Envelope.................................................................... 47
06 The Application................................50 Stationery Set............................................................. 51 Business Card............................................................. 52 Letterhead................................................................. 53 Envelope.................................................................... 54 Lanyard...................................................................... 55 Website....................................................................... 56
Introduction The very first Guide Dog in Malaysia, Lashawn, was given to its blind owner Stevens Chan, the Founder of SOS Missions Bhd who initiated the Dogs for Sight Movement, in 2014. Lashawn is a well-trained dog and has undergone strict coaching in China at the Nanking Working Dogs Association since 2012. Unfortunately, ever since their return to Malaysia, both Stevens and Lashawn have failed to Dialogue with the previous government, despite their many attempts, in regard to Accessibility issues. Stevens lost his sight to glaucoma in 2002 and despite undergoing nine eye surgeries, he lost all his vision in 2007. For the past 10 years, he has been running the Dialogue Includes Academy which provides free tuition to blind and deaf children as well as offers training to disabled youths in economic enabling programmes. LADS is mainly located at KL and Johor Bahru.Stevens prefers to build at JB because it is near Singapore. He would also like to help the blinds in Singapore and take a chance to meet Singapore guide dogs.And the main reason is Singapore was allowed guide dogs. The slogan of LADS is “Help the blind to see�.Stevens intend to start the first guide dog school in Malaysia to improve the life of blinds.He also helps the blind to own their own guide dog.
6
Vision & Mision â—? To start the first guide dog school in Malaysia â—? Through the guide dog school can help a lot of blind Malaysian to own a guide dog and improve their life
Tagline Help the blind to see
7
Logo Rationale The Lashawn Assistant Dogs School logo contain a hand with a dog.The main concept of this logo is guide dog is holding the blind’s hand and guide the direction for them. The finger of the hand each of them represent a value or characteristics of a guide dog which is moving foward, focus, trusting, togetherness and lead. Guide dog is an important things of blind and guide dog could improve their life so the element of dog in this logo is place at the thumb of the hand. For the color of this logo,blue is represent the loyalty of guide dog to their owner. Blue color also have a meaning of trust and caring of others. Sans-serif typeface is more suitable for Lashawn Asistant Dogs School that proviode professional service and knowledge about guide dogs. Arial Rounded MT Bold and Century Gothic is a best choice for our brand. This two typeface is clean and modern, so it’s suitable for the overall feelings of LADS.
8
9
NORMATIVITY
01
THE CORPORATE LOGO SYSTEM
Logo & Usage Weareveryproudofourlogoandwewanttoprotectit. Youarerequiredtofollowtheseguidelines.Donotmodify ordistortourlogo.Ourlogoisthecombinationofasimple andm odernbrandn amewiththeicon.
12
Logo Construction There are 2 version of Lashawn Assistant Dogs School logo. These element are fixed size and position relative to one another.
Icon & Brand Name (Vertical Stacked) 13
Icon & Brand Name (Horizontal Stacked)
Logo Grid
14
Logo Color
15
Part A
Part B
CMYK
C=74 M=36 Y=25 K=0
C=89 M=56 Y=25 K=29
RGB
R=73 G=139 B=167
R=23 G=82 B=116
Pantone
2178C
4138C
HEX
#42a3bf
#145088
Logo Variations While primary logo is not suitable,you can use other alternative version of logo to ensure that is best serve of your design.
Primary logo
Alternate Logo
16
Logo Variations
Alternate Logo
17
Logo Variations Our default logo colour is blue, use the blank and white version on layouts that are black and white only. You can also use the white version on dark background so it’s easy to see.
18
Logo Clearspace To ensure Lashawn Assistant Dogs School logo has consistent,optimal legibility and prominence, the example here shows the minimum amount of space required. No graphic elements of any kind should invade this zone. Clear space is develop from the length of the 5 eyes of the dog in the logo and the length of an eye of the dog in the logo is shown as “x�.
19
Logo Minimum Size To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size of the logo for printing is 0.5 inches wide. For online use, the minimum size is 40 pixels at 72 dpi.
Screen Minimum Size
Print Minimum Size
40 pixels width
0.5 inches width (Shown at actual size)
20 pixels height
0.25 inches height (Shown at actual size)
20
Application on Background Mono Application
Black on White 21
White on Black
Application on Background Logo Watermark
Opacity : 30%
Opacity : 50% 22
Application on Background Logo on Gold & Silver Background
Logo on Gold 23
Logo on Silver
Incorrect Usage of Logo
DON’T use the logo on a background with insufficient contrast.
DON’T use any colors other than those specified in this document.
DON’T rearange the elements of the logo.
DON’T outline the logo.
24
Incorrect Usage of Logo
25
DON’T add elements to the logo.
DON’T use drop shadows or other visual effects.
DON’T rotate the logo.
DON’T stretch the logo.
IDENTITY
02
THE CORPORATE TYPOGRAPHY
Primary Typeface Arial Rounded Mt Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+-={}[]:”;’<>,.?/
28
Secondary Typeface Century Gothic Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+-={}[]:”;’<>,.?/
Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+-={}[]:”;’<>,.?/
Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+-={}[]:”;’<>,.?/
Bold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !@#$%^&*()_+-={}[]:”;’<>,.?/
29
Text Hierarchy Arial Rounded Mt Bold
Century Gothic Bold
Century Gothic Regular
Headline One Subtitle Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla consectetur molestie elit, sit amet porttitor nibh vestibulum cursus. Vivamus ut interdum purus, in molestie nibh. Praesent in metus leo.
30
31
03
THE CORPORATE COLOR PALETTE
Primary Color
33
Secondary Color
34
Mood Board
35
04
PATTERN
Pattern
37
05
THE CORPORATE LOGO PLACEMENT
Business Card The corporate business card is included in the LADS stationery templates. All texts are set in the corporate font, Century Gothic. 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 template. The business card size is 8.5cm(w) and 5.5cm(h). All measurements are in centimeters.
39
Business Card
40
Business Card
41
Letterhead The corporate letterhead is included in the LADS stationery templates. All texts are set in the corporate font, Century Gothic. 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 template. The letterhead size is 21 cm x 29.7 cm. All measurements are in centimeters.
42
Letterhead
43
Letterhead
44
Letterhead
45
Letterhead
46
Envelope The corporate envelope is included in the LADS stationery templates. All texts are set in the corporate font, Century Gothic. 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 template.The envelope size is 24.8 cm x 11.4 cm. All measurements are in centimeters
47
Envelope
48
Envelope
49
06
THE APPLICATION
Stationery Set
51
Business Card
52
Letterhead
53
Envelope
54
Lanyard
55
Website
56
57
LG-05-06, The Weld Shopping Mall, No 76, Jalan Raja Chulan, 50200 Kuala Lumpur. 03-2770 6380
FB/Dog For Sight