Graphic Standard Manual
Graphic Standard Manual
Table of Contents About RSCM Brand Overview Brand Philosophy
1 3 5
Primary Brand Logo Design Typeface Color Scheme Guidelines Improper Usage
7 9 11 13 14 15
Subsidiaries
17
Applications
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Part I: About RSCM
Brand Overview Rumah Sakit Cipto Mangunkusumo has been a part of Indonesia’s history for almost a century.
Rumah Sakit Cipto Mangunkusumo, abbreviated as RSCM, is a government-owned hospital that is located in Central Jakarta, Indonesia. The name of the hospital was taken from the name of one of Indonesia’s revolutionary hero, Dr. Tjipto Mangoenkoesomo. With a history that spans over nine decades, the development of RSCM goes along with the development of University of Indonesia’s Faculty of Medicine, as it also serves as the university’s research hospital. In RSCM, hundreds of doctors and medical personnel work hand in hand to help thousands
of patients from all over the country that comes everyday to get a medical attention they needed in the hospital. RSCM serves as the nation’s suggested hospital, and it is also a place for specialist and subspecialist doctors, nurses, and other medical personnel come With over a dozen of clinics, RSCM is ready to serve their patients with the best healthcare they needed. RSCM also aims to become the finest modern hospital in Indonesia by continuosly developing its facilities and services.
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Brand Philosophy Rumah Sakit Cipto Mangunkusumo promises to give only the best healthcare for each and every patients.
In RSCM, our patients will always be our number one priority. We are commited to always give not only the best, but also an affordable healthcare for our patients. We aim to create a good corporate culture, that holds upon our five main values; professionalism, integrity, care, perfection in harmony, learn and educate. RSCM is also aiming to become the finest research hospital in Indonesia, that will help the development of healthcare in Indonesia to go even further. It is also our mission to help
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develop doctors, nurses, and other medical personnel realize their full potential. With our commitments and hardwork, we aspire to become not only Indonesia’s, but also AsiaPacific’s finest research and national hospital, without letting go of our five values and while still be able to provide a great and affordable healthcare for all of our patients.
Part II: Primary Brand
Logo Design RSCM brand mark symbolizes every values that thee hospital stands for.
With the new rebranding, RSCM aims to convey a modern brand image that looks professional, without leaving behind its friendliness. RSCM brand mark symbolizes our continuous hardwork and commitment in giving the best healthcare for our patients and developing Indonesia’s healthcare system. We are aiming to convey our brand’s philosphy in a straightforward way by creating a logo that
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combines the letters ‘r’, ‘s’, ‘c’, and ‘m’ with the cross symbol. It is simple, understandable, modern, respectable, and hopefully it can also speak to each of our patients, who came from various parts of the society. Our new logo will help distinguish RSCM from other hospitals in Indonesia, and hopefully it will also help us to become the finest modern hospital in Indonesia.
RSCM Brand Mark
Full color logo applied on light background
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Typefaces Legibility of the typefaces is one of the most crucial points in RSCM brand design.
As an institution that deals largely with emergency situations, clarity and legibility became an important aspects in our brand.
The new branding utilizes the typeface DinPRO to help with the clarity and legibility, while also looking aesthetically pleasing.
DinPRO Bold
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Aa
Bb
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv Ww Xx
Yy
Zz
DinPRO Regular
Aa
Bb
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm Nn
Oo
Pp
Rr
Ss
Tt
Uu
Vv
Ww
Xx
Yy
Zz
Aa
Bb
Cc
Dd
Ee
Ff
Gg
Hh
Ii
Jj
Kk
Ll
Mm Nn
Oo
Pp
Rr
Ss
Tt
Uu
Xx
Yy
Zz
DinPRO Light
Vv
Ww
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Color Scheme Our brand color helps to create a strong brand image we wish to achieve.
For the main brand, we utilizes only three colors; tosca green, dark grey, and white. These three colors are applied to all of our main branding elements harmoniously to create synchronicity. The color tosca was inspired by medical scrubs, and it symbolizes many values that we stand for. Tosca lays in between green and blue. It creates the feeling of balance, growth, relaxation, solitude, and intelligence. Grey and white serves as neutral colors to balance the tosca and complement it nicely. It also symbolizes a fresh new beginning for our RSCM without leaving its history.
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C: 69 R: 49
M: 1 Y: 30 K: 0 G: 189 B:188
C: 0 M: 0 Y: 0 K: 60 R: 128 G: 130 B:133
Pantone 123C Hex #31BCBD
Pantone 123C Hex #808285
Guidelines Logo usage guidelines is crucial to follow in order to ensure the brand’s highest level of aesthetics.
Minimum Size
Clear Space
x
x
x
x
x
x
x
x
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Improper Usage Our brand mark should always be used in the in accordance to the guideline to keep its integrity.
The RSCM logo should never be distorted or modified in any way. This also applies to other design elements of the logo. Logotype must always be used in all circumstances, The logogram and logotype should never be separated in any occasions. Violation to these rules could lead into problems such as unrecognizable logo to misconception of the brand, which RSCM do not wish to happen.
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We wish to keep our brand reliable, straightforward, respectable, and clear. Therefore, in using the RSCM logo, the rules must always be obliged so that it does not clash with our brand message. The following are the examples of distortion that should always be avoided when using and applying the RSCM logo.
Alteration Examples
From left to right
a. Squashed logo b. Change of position c. Logogram only
d. Logotype only e. Rotated logo f. Usage of other color
g. Change of hierarchy h. Flipped logo
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Part III: Subsidiaries
Subsidiary Brands Like the main brand, our 15 subsidiaries are committed to give the highest quality of services.
The subsidiary logos are constructed synchronously in accordance to the main logo. It follows the same idea and layout as the main logo, each with its own unique play of the medical cross as the logogram, and the logotype on the bottom right side.
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The difference here is that each of the subsidiary brands uses a different color to distinguish itself and to convey its own unique message in accordance to what the logo aims to convey.
Subsidiary Logograms
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Pediatric Health
The logo depicts a child’s pacifier. The use of light blue was intended to give the child a sense of familiarity, calmness, and peacefulness.
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Surgery
The logo depicts a scalpel and surgical lines. The color was inspired by the robes that were used by the doctors and nurses during the procedure.
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Psychiatry
The logo depicts a puzzle that symbolizes the study of the mind. The color dark blue represents knowledge, intellectual, and compassion.
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Laboratory
The logo depicts a syringe. The use of the color dark green here is intended to symbolize life, safety, and it also depicts a healing power.
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Nutrition
The logo depicts an apple, which is known to be full of nutrition and known to have many health benefits. The use of green represents nature.
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Otolaryngology
The logo depicts ears, nose, and throat, just like the clinic’s focus. The use of color lime green is intended to represent freshness.
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Urology Surgery
The logo depicts a set of kidney and ureter. The use of yellow is mainly based from the color of urine, to emphasize the focus of the clinic.
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Neurology
The logo depicts a simplified neuron system. The use of the color orange represents stimulation, just like how our neuron system stimulates us daily.
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Emergency
The logo depicts an ambulance’s sirene. The use of the color red is to relate to the urgency of the subsidiary, and to help with the visibility.
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Internal Medicine
The logo depicts a stethoscope. The dark color symbolizes human’s internal organs, and it also represents strength.
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Obstetrics & Gynecology
The logo depicts the female symbol. The use of color purple helps emphasize on the femininity, and it also represents women’s dignity, nobility, and wisdom.
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Dental & Mouth Health
The logo depicts a mouth and a set of teeth. The color was highly inspired by the color of human’s mouth, especially the gum.
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Dermatology
The logo depicts the inner part of the skin. The color used here was highlu inspired by human’s epidermis, which is a part of the skin.
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Acupunture
The logo depicts a set of acupunture needle. The use of light brown represents earthiness, nature, wholesomeness, and genuinity.
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Geriatric Health
The logo depicts a glasses and walking cane. The color brown was used to represent age, comfort, stability, responsibility, and familiarity.
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Part IV: Applications
Brand Applications Our branding is applied harmoniously into a different variety of applications.
With a lot of doctors, nurses, and other medical personnels employed, hundreds of rooms, thousands of equipments, and thousands of patients, it is crucial for us to always keep our branding harmonious so that the our brand message is not lost in the process.
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The following are some of the examples of the branding applications in a variety of medias, from stationary set, doctor’s coat, hospital room, ambulance, to advertising.
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Š2 014 Rumah S ak it Cipto Mangunkusumo
Jalan Diponegoro No. 71, Salemba, Jakarta Pusat Call Center: 021 500135 IGD: 021 70257726
www.rscm.co.id