Corporate Identity Booklet
1. Introduction ..................................................................................... 4 2. The Logo ......................................................................................... 5
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• Elements of the logo ........................................................................... 6 • Wrong uses of the logos ....................................................................... 9 • Sub-branding ................................................................................. 10 • Slogan/Tagline ............................................................................... 14 Colors ........................................................................................... 15 • Palette ........................................................................................ 16 Typography ................................................................................... 18 • Fonts and Typography ........................................................................ 19 Imagery ........................................................................................ 21 • Photography guidelines ...................................................................... 22 • Image library ................................................................................. 22 Videos .......................................................................................... 23 • Video production ............................................................................. 24 T-shirts .......................................................................................... 25 • Overview ..................................................................................... 26 • MSSA General T-shirt ........................................................................ 26 • Officials’ T-shirt ............................................................................... 27 Templates ...................................................................................... 29 • Overview ..................................................................................... 30 • Stationary ..................................................................................... 31 • Creating leaflets & booklets .................................................................. 39 Digital Communication ..................................................................... 40 • Social Networks .............................................................................. 41 • Website ....................................................................................... 42 • Official electronic communication ............................................................ 42
Credits This manual was made by MSSA Menofia’s Publications Support Division Team of 2013-2014. Special thanks are due to everyone who contributed to the manual; especially Ammar Al Orabi who have worked so hard to update it and make it as easy to use as possible. I would also like to a give a special thanks to Ibrahim Kandeel; our former Publications Support Division Director , EMR Publications & Communications DA 2013-2014, for always being available to help us whenever needed. Credits also go to everyone who worked on IFMSA’s Corporate Identity manual 2013 – The fifth edition; you have been a great reference for us throughout the way.
Nowrus Emad
Publications Support Division Director 2013-2014
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Introduction The overall image of an organization in the eyes of the public is maintained by its corporate identity. It helps the organization to answer the most frequently asked questions such as “who we are” and “what we do”. This is why here at MSSA Menofia we needed a manual of guidelines that would provide assistance when visual communication materials for MSSA Menofia are being produced. These guidelines are designed to keep our logo and our image consistent in all the communication materials we need to produce. If you have any enquiries please do not hesitate to contact our Publications Support Division: publications@mssa-mnf.org
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The Logo
Corporate Identity
The Logo Elements of the logo : Official logo
MSSA logo consists of two main parts: a graphical sign and a word sign. The graphical sign is the Eye of Horus surrounding the official abbreviation of Menofia Students’ Scientific Association – MSSA –, a crescent that is a well known symbol for medical facilities in Egypt along with the globe and the Asclepius snake; resembling that we are a part of IFMSA. The word sign is the name Menofia Students’ Scientific Association; in both English and Arabic. For the English text “Menofia Students’ Scientific Association” the font Century Gothic is used. For the Arabic text “ ” the font Cocon is used. Preferably the logo should be always used in the format as it is displayed here. It should not be redrawn, digitally manipulated or altered. The logo must always be reproduced from a digital master reference.
Vertical logo
MSSA vertical logo is developed only for matters in which it’s impossible to use the standard logo. So the vertical logo is only used by exception! Most situations in which the vertical version would be used would be concerning promotional matters in which the logo has to be displayed either very large (e.g. flags, banners) or very small (e.g. stickers or pens).
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The Logo Black & White
It is possible to use the logo in black and white. Colors are replaced by 100% black (no grey-scale!).
Small Logo
Our logo must be clearly visible and reproduced consistently. For this reason a minimum size has been established. The size is 15mm measured across the height of the logo. The basic rule is that the letters should be clear and readable and the graphic elements should be recognizable without causing strange effects anywhere around it. If the result in some case might get critical it might be better to get back to plain text using just our name “MSSA�.
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The Logo Inverted Logo
MSSA inverted logo is developed for matters in which the standard logo cannot be used in any way. So the inverted logo is only used by exception! In the inverted version, Colors are replaced by 100% white (no grey-scale!).
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The Logo Wrong uses of the logo
MSSA logo is the element its corporate design which has the highest level of recognition. Because of this, the logo should only be used in the two given versions (colored or black & white), no alteration of colors is permitted without the authorization of the Executive Board. Never use the word sign without the graphical sign or vice versa. If you want to re-size the logo be sure that you always keep the same proportions. So never change only the width or height but always both of them in the same proportions, keeping in mind the minimum size mentioned earlier.
X X
X X
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The Logo Sub-branding
Due to the wide range of activities done by MSSA -as a part of IFMSA-Egypt and IFMSA respectively- and due to the functional division of MSSA into Standing Committees; it was necessary to produce Standing Committee logos that are in-line with the rest of the corporate design elements. Standing Committee logos should never be placed larger in size than MSSA logo. It is important to keep in mind that we are presenting MSSA not any of the Standing Committees and hence, a Standing Committee logo should not be used where it may lead to compromising MSSA’s main image.
About the Logos
The standing committee logos consist of a shape that is deduced from the IFMSA official logo. Each Standing Committee logo consists of a pictogram, the abbreviation and the long name of the standing committee without “Standing Committee of”. The fonts are the same as for the IFMSA logo (Univers and FuturaTEE). There are 2 versions of each logo, a horizontal one and a vertical one. Preferably the logos should be always used in the horizontal version. Never change the logo without the permission of the executive board. Never show only one part of the logo.
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The Logo SCOME Logo
The logo is a medical student with a doctoral cap and a stethoscope. The face is replaced by a grid symbolizing the world.
SCOPE Logo
The logo represents a student with a suitcase. The suitcase stands for medical equipment and travel. The arrows symbolize exchange.
SCOPH Logo
The logo consists of a medical symbol and a family.
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The Logo SCORA Logo
The logo consists of a heart and a red ribbon.
SCORE Logo
The DNA string in the logo is linked to research, the arrows stand for exchange.
SCORP Logo
The logo is a combination of the peace sign and two hands inspired from the older logo of the committee.
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The Logo Black and white, inverted, horizontal and vertical versions of the Standing Committee logos are also available.
Black & White
It is possible to use the logos in black and white. The colors will be replaced by 100% black (no grey-scale!).
Inverted
The SC inverted logos are developed for matters in which the standard logos cannot be used in any way. So the inverted logos are only used by exception! Most situations would be similar to the ones in which MSSA logo has to be used with its inverted version and both logos –MSSA & SC logo- have to be displayed on colored background (e.g. T-shirts).
Black & White
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Inverted
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The Logo Slogan/Tagline
The point of a slogan is to set apart an organization from that of its competitors, whilst also emphasizing the organization’s general mission. Slogans are the first impression for the public, so it needs to highlight the organization’s value. When writing a slogan, it’s important that it realistically portrays the organization. Exaggerating is not only untrue but also a big turn-off. You have to take the mission and vision of your organization into consideration before coming up with your own unique slogan. ‘Empowering Inspiration’ is memorable but also encompasses all that MSSA-Menofia strives to achieve whilst also representing our dedication to everyone we try to serve.
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Colors
Corporate Identity
Colors Palette
The main color of the logo is Green R: 55 G: 167 B: 55
C: 76 M: 2 Y: 99 K: 0
#37a738
The Standard colors that are used alongside the main green color are grey , red , black and white
R: 158 G: 158 B: 158
C: 41 M: 33 Y: 34 K: 1
#9e9e9e
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R: 210 G: 35 B: 42
C: 11 M: 99 Y: 96 K: 2
#d2232a
R: 0 G: 0 B: 0
C: 75 M: 68 Y: 67 K: 90
#000000
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R: 255 G: 255 B: 255
C: 0 M: 0 Y: 0 K: 0
#ffffff
Colors Two others shades of green have been added as secondary colors to support the main color within the designs and to be used in the various promotional materials R: 3 G: 176 B: 122
R: 3 G: 108 B: 75
C: 79 M: 2 Y: 71 K: 0
C: 89 M: 33 Y: 81 K: 23
#036c4b
#03b07a
Along with the main colors of the Standing committee Logos
R: 255 G: 255 B: 255
C: 0 M: 0 Y: 0 K: 0
#ffffff
R: 1 G: 128 B: 195
C: 84 M: 41 Y: 2 K: 0
#0481c0
R: 244 G: 125 B: 60
C: 0 M: 63 Y: 85 K: 0
#f47d3b
R: 189 G: 34 B: 42
C: 18 M: 100 Y: 95 K: 8
# bd212a
R: 47 G: 74 B: 155
C: 94 M: 83 Y: 2 K: 0
R: 95 G: 145 B: 83
#304b9b
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C: 68 M: 24 Y: 100 K: 7
#5f9153
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Typography
Corporate Identity
Typography Logo fonts:
The fonts used in our logo are: Century Gothic and Cocon
We do not recommend using Century Gothic while writing or designing; as it might be mistaken as a part of the logo. The only exception where Century Gothic is allowed be used is for the main tittles
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Typography English fonts:
Futura Myriad Pro Helvectiva Arabic Fonts:
Cocon CI Manual 20
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Imagery Corporate Identity
Imagery Photography guidelines
Photography is the best tool to reflect our work to everyone else. They should be able show the diversity, energy and personality of what we do. Photography should project emotions and spirit and engage the audience. Our images show natural, real-life people and situations. Images can be reproduced in full color, monotone or black and white. Only use images that are relevant and add value. Ensure the content is not offensive or strange. Images should avoid racial and gender stereotyping. ClichÊs should be avoided as well. Images that are used in printed materials should be reproduced at print quality – 300 dpi.
Image library
The publications Support Division should keep an image library that contains a selection of approved photography that can be used to enhance our communications and representation. Submissions to this library should be open all over the year and these photos should be reviewed for copyrights and permissions by the Support Division to be afterwards available online and used by our members. Consent forms and permission should be provided by the Publications Support Division to individuals seeking them. Using photos that are not owned by the organization is possible provided that the needed authorization has already been provided from the owner.
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Videos
Corporate Identity
Videos Video production
Videos are another powerful method to show and present our work to the audience. We use videos in multiple activities done by MSSA that include awareness campaigns as well as mass communication campaigns to advocate for multiple causes. All videos produced under the name of our organization should follow the guidelines mentioned in our manual. To increase the emphasis on the identity of MSSA, a video intro and closing templates have been created and it is an obligation to use them for all videos produced under the name of our organization. To give the best viewing experience as possible, all the produced videos should not be less than 480p in quality.
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T-shirts
Corporate Identity
T-shirts Overview
Our T-shirts are some of our main promotional materials. They aim at making us look good, and distinguished. They also play a great role in building a high team spirit amongst our members. Furthermore, they help promoting MSSA as a brand. The t-shirts include the following: MSSA General T-shirts (Members’ T-shirts) Officials’ T-shirts
MSSA General T-shirts (Members’ T-shirts)
R: 3 G: 108 B: 75
C: 89 M: 33 Y: 81 K: 23
#036c4b
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T-shirts Officials’ T-shirts R: 3 G: 176 B: 122
C: 79 M: 2 Y: 71 K: 0
#03b07a
R: 205 G: 203 B: 214
C: 19 M: 16 Y: 9 K: 0
#cdcbd6
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T-shirt Officials’ Hoodies
R: 245 G: 5 B: 84
C: 19 M: 16 Y: 9 K: 0
#cccbd6
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Templates
Corporate Identity
Templates Overview
Templates are created for communication and promotional purposes. In MSSA, the following templates are available. • Stationary (Present in the manual). - Letterhead - Business cards - Certificates - Envelopes - Membership IDs - PowerPoint presentation slide - Back cover
• Design (Present in the manual). - Posters - Publications and report covers - Events promotional material
• Social media templates - Facebook Page - Twitter - Youtube Channel - Google +
• Promotional materials (not present in the manual). - Pins - Stickers - Mugs - Caps - Pens - Laptop sleeves - Folders
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Templates • Stationary : Letterhead
• MSSA letterhead should be used for all written communications in the name of the organization. The letterhead is not used in other publications as these should have their own inner design that suits the message and the content. • The letter head emphasizes the logo, Slogan and contact details of our organization. • Size of the letterhead = 21 cm X 29.7 cm (International Size)
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Templates Business cards
• MSSA business cards are made for the Team of Officials and should be used in representing the organization primarily to external partners but also internally. The business cards should contain MSSA logo and slogan as well as the card-holder’s basic contact details as shown in the following example. • Size of the business card = 8.4 cam X 5 cm
business card front
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business card back
Templates Certificate
• The certificates are made to officially document that a member has attended a certain event or activity with MSSA. • Size of the certificate = 21 cm X 29.7 cm (vertical version) 29.7 cm X 21 cm (horizontal version)
horizontal version Vertical version
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Templates Envelope
• An envelope is needed when an official document or invitation is being sent to someone or given hand in hand. • Size of the envelope = 29.7 cm X 21 cm
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Templates Membership IDs
• A Membership ID card is an official ID signed by MSSA President as well the faculty dean. It is given to each member of MSSA as a living proof that they have one day been (or still are) a member of our organization. • Size of the membership ID = 8.5 cm X 5 cm
ID front
ID back
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Templates PowerPoint presentation slide
This PowerPoint presentation slide template is made to ensure visual consistency and it should be used with all our presentations. MSSA Slogan/Tagline should be clearly visible as shown in the design. Images used should be relevant and should follow the previously mentioned guidelines
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Templates Back cover
• The back cover is to be used at the back of all official magazines of MSSA as well those of the Standing Committees. • Size of the back cover = 21 cm X 29.7 cm
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Templates •Design Banners
Taking the size of the banner in consideration, MSSA logo should be clearly visible, not smaller than Standing Committee logos if present. Website and social media links –or at least the facebook page- should be added to the design.
Roll Up
• The Roll up should include MSSA logo, Standing Committee Logos, website and social media links. • Size of the roll up banner = 85 cm X 200 cm • As shown in our current roll up banner; the area where MSSA logo is shown equals 1.5 x the area where the social media links are shown.
Events promotional material Flyers
• Unless the size of the flyer is previously provided by national standards, our basic flyer size is 10 cm * 21 cm. • The flyer should contain MSSA logo, Standing Committee logo as well as the website. • The used fonts should only be the ones mentioned earlier in our manual.
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Templates • Promotional materials (not present in the manual)
Promotional Materials are not added to the manual so as not to limit the creativity of people making new ones for certain occasions and events. It’s recommended to use the standard templates for different campaigns and events, but it’s also allowed to make special promotional materials as long as they follow the guideline mentioned in the manual.
• Creating leaflets and booklets
Please note that in this part we used the guidelines mentioned in IFMSA’s CI manual 2013. There are a few basic rules that have to be considered before creating any communication or promotional material for our organization. Before concentrating on the style and design, you have to take the purpose of the publication into consideration. Why are you creating it and what do you want to achieve?
Make sure you know:
Images should:
The text should be:
Color
• Be relevant to the text and to the audience • Add value to your message.
• Your target audience. • The main messages you’re trying to project.
• Informative. • Easy to understand and read (considering language and font size). • A style that is suitable for the target audience. • Not too much text in a small space, only the most important information.
• Use the organization’s color palette; as mentioned earlier
It’s always advisable to seek help from the Publications Support Division whenever you are not sure what to do.
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Digital Communication Corporate Identity
Digital Communication • Social Networks Communication Platforms
When setting up a new communication platform or social network, both strategic and practical aspects should be considered; for example: What does it aim at? What kind of information will be published? Who will manage it? While social networks are very important and have a huge impact on the audience nowadays, it’s still preferable to have a stable communication platform in order to increase its visibility and impact. Designs (posters, flyers, etc) should contain the links to all social networks. They should be also be available on the official website under “contact us” section.
Identity
It’s preferred to have a consistent voice despite of the multiple users who might have access to the communication platforms. To help maintain such consistency the following should be done: • Speak using first person plural from for example; our event will take place tomorrow or do not hesitate to contact us for further information. • Try to use a semi-casual tone, not to strict or formal and not slang either.
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Digital Communication •Website
The website should have shortcut icons linked to the social networks.
•Official electronic communication Emails: Email Signature:
The signature should include a hyperlink to the social networks as well as the website.
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MSSA is an association that was founded during the early 90s of the last century and fought its way through the years with many fall outs and get ups. It is a long run lead by so many professors and senior colleagues. MSSA was established around 1993, under the patronage of Dr. Awatef Farghaly, Professor of Surgery. Along these years, many senior colleagues were involved in the journey of MSSA. Keeping track of all these seniors was a hard job. So many people moving into MSSA and a lot moving out of it into some place of our wide universe. These senior colleagues have become our raw models. These colleagues had become the energy that feeds our souls and the hand that pushes us towards further achievements and success.