Brand Manual
Rare Disorders Society (Singapore) BRAND MANUAL
This is a guide to know more about the love that makes up the Rare Disorders Society (Singapore) logo. Enjoy!
A brand identity is an effective communication tool to help maintain a strong visual aesthetic of Rare Disorders Society (Singapore). In some cases, this manual provides explicit do’s and don’ts on how to use the various elements. But overall, it offers a framework for making and evaluating creative decisions.
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Rare Disorders Society (Singapore) BRAND MANUAL
04
Introduction
06
Symbol
08
Logotype
10
Logo Relations
18
Minimum Areas
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Typography
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Colour Usage
26
Colour Backgrounds
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Logo Don’ts Applications
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Business Card
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Letterhead
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Envelope
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T-Shir t Merchandise
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Website Interface
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Electronic Direct Mailer
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Corporate Video
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Rare Disorders Society (Singapore) BRAND MANUAL
Introduction
Welcome to Rare Disorders Society (Singapore) Brand Manual!
Who are we? Rare Disorders Society (Singapore), in shor t known as RDSS, is an organization launched in 2011 to serve as a central network for the advocacy and effective coordination of all viable effor ts to sustain a better quality of life for the individuals with rare diseases in Singapore.
RDSS Objectives – – – – –
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Public advocacy and awareness on Rare Disorders (RD) Seek sustainable treatment for RD patients Provide non-financial suppor t for RD patients & their families Collaborate with hospitals in various initiatives to help patients Promote international alliance and communication
Rare Disorders Society (Singapore) BRAND MANUAL
Introduction
RD patients form a minority of our society and receive little help or attention. Our acknowledgement and investment can make significant changes to RD patients’ quality of life. With timely and accurate diagnosis and intervention, they too can contribute positively towards our society. We alone cannot take care of our children forever, but a loving society and a well-established system can. So, join us to make a better future for RD children.
Because Love is not Rare.
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Rare Disorders Society (Singapore) BRAND MANUAL
Symbol
About the Symbol The RDSS symbol gives the initial impression of a tree. It is a symbol of antiquity and strength, showing stability and growth. The crown of the tree is made up of varied coloured hearts. This is in line with RDSS tagline, “Love is not rare� and represents the multitude of rare disorders there are today. The trunk is made up of a pair of hands that is reaching out and supporting the tree crown. This represents the loving society and well-established system that are essential in creating a better future for RD children.
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Rare Disorders Society (Singapore) BRAND MANUAL
Symbol with grid
The Symbol and the Grid When placed on a grid, the symbol is almost equal in height and width. However, it’s slightly wider than a square. These propor tions are to be adhered to strictly when used in any artwork.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logotype
About The logotype must consist of the full name of the organization which is ‘Rare Disorders Society (Singapore’, without omitting any par t of it or using simply the acronym – RDSS.
Typeface
Aa Aa Typeface used: Corbel Weight: Bold and Regular
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Corbel (Bold)
Corbel (Regular)
Rare Disorders Society (Singapore) BRAND MANUAL
Logotype with grid x 2x x
The logotype has been kerned and plucked and polished till it borders perfection. Much thought has been given to the propor tion of the respective words too. The word ‘(Singapore)’ is always slightly smaller than the word ‘Rare Disorders Society’.
Placed on a 10mm x 10mm grid, not to scale
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 1
Horizontal Relation This logo has been developed to promote high visibility of the symbol balanced with clear legibility of the logotype. The relationship (size, positioning, etc.) of the elements should not be altered in any way. Whenever possible, the horizontal relation should be used in full colour.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 1 – with grid x
5.5x
2x
30x
Placed on a 10mm x 10mm grid, not to scale
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 2
Vertical Relation In cases where the horizontal relation is not suitable to be applied, the ver tical relation should be used in place of it.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 2 – with grid x
11x
x 2x
Placed on a 10mm x 10mm grid, not to scale
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 3
Relation 3 This is a central relation that can be applied when space is limited to an area that is square in shape.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 3 – with grid x
10x
x 3x
Placed on a 10mm x 10mm grid, not to scale
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 4
Relation 4 This is another central relation which can be applied if the space is limited to a square area.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Relations 4 – with grid x
10x
x 2.5x
Placed on a 10mm x 10mm grid, not to scale
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Rare Disorders Society (Singapore) BRAND MANUAL
Minimum Areas x
x
Area of Isolation x
x
A minimum amount of white space around the logo is required. This amount of isolation protects the logo from other imagery, graphics and page trim.
x
Use the height of the trunk as a unit to measure the amount of white space required on all sides of the logo.
x
x x
x
x
x
x
x x
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x
Rare Disorders Society (Singapore) BRAND MANUAL
Minimum Areas Relation 1
Minimum Size Depending on usage, the size of the logo will change. The logo should be sized for clear legibility with the required minimum amount of white space around it.
Relation 3
Print (300dpi): 30mm Web (72dpi): 85px
Print (300dpi): 20mm Web (72dpi): 56.7px
Relation 2
For ideal legibility, the horizontal version (relation 1) of the logo should be used in small space application. The minimum width of this logo is 30 mm.
Relation 4
For relation 2, the minimum width is 25 mm. The minimum width is 20 mm for relation 3 and 25 mm for relation 4. Print (300dpi): 25mm Web (72dpi): 71px
Print (300dpi): 25mm Web (72dpi): 71px
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Rare Disorders Society (Singapore) BRAND MANUAL
Typography
Corbel
Corbel Bold
This typeface is used in the logotype in the word ‘(Singapore)’. It’s friendly and emphasizes the caring aspect of RDSS. Like all fonts, watch out for the kerning and you will do just fine.
It comes in the Bold form which is used in the logotype in the word ‘Rare Disorders Society’ which adds a bit of weight to the typeface and makes it really good for headers.
Aa
Aa
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,;:?!@<>”*) 1234567890
(.,;:?!@<>”*) 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
Rare Disorders Society (Singapore) BRAND MANUAL
Typography
Gill Sans For main body text and everything else that is not shouting for attention, this typeface should be used instead. It has the same feel that Corbel gives, hence it is a great substitute for Corbel and allows for good readability. The typeface comes 6 different weight, giving the user a variety of ways to express himself.
Regular
Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,;:?!@<>”*) 1234567890
(.,;:?!@<>”*) 1234567890
Aa Aa 21
Rare Disorders Society (Singapore) BRAND MANUAL
Colour Usage These are the four star colours of RDSS and forms a big part of RDSS identity. Learn them well.
CMYK 0/36/100/2 RGB 244/168/23 HEX #F4A817
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CMYK 80/20/100/11 RGB 52/139/65 HEX #348B41
CMYK 87/76/0/0 RGB 59/84/165 HEX #3B54A5
CMYK 19/90/45/2 RGB 197/62/101 HEX #C53E65
Rare Disorders Society (Singapore) BRAND MANUAL
Colour Usage These are the other two colours used in the logo.
CMYK 30/100/100/50 Black RGB 91/11/12 CMYK 0/0/0/100 HEX #5B0B0C RGB 35/31/32 HEX #231F20
Avoid full black for body text and go for shades of grey instead as they are more pleasant to the eyes.
Black 80%
Black 60%
Black 40%
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Rare Disorders Society (Singapore) BRAND MANUAL
Colour Usage
Symbol Colour The symbol can be changed to the four different star colours of RDSS in full and used in any artwork. However, when this is used, it is best placed on white background. It cannot be placed on a background colour that is of similar colour to it and if a coloured background is used, the tint must be less than 50%. It is also not to be used on a photographic background.
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Rare Disorders Society (Singapore) BRAND MANUAL
Colour Usage Symbol Colour Only the four star colours can be used. Other colours applied in full on the logo is not allowed.
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Rare Disorders Society (Singapore) BRAND MANUAL
Colour Backgrounds 10%
10%
When the logo is placed on a grey background, the coloured version can be used when the grey is less than 50% K. However, if the grey is more than 50% K, the reverse white version should be used in its place.
30%
30%
When a colour other than black is used, the coloured version can be used when the tint is less than 50%. When itâ&#x20AC;&#x2122;s more than or equal to 50%, the negative version should be used in its place.
60%
60%
80%
80%
On Grey
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Rare Disorders Society (Singapore) BRAND MANUAL
Colour Backgrounds 10%
10%
30%
30%
60%
60%
80%
80%
Black and White For black and white publication, or when colour is not an option, there is a one colour version of the logo available for use in black. If using the full black and white logo on a solid coloured background, the background must provide adequate contrast.
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Donâ&#x20AC;&#x2122;ts The logo should never be... Re-typeset
Re-configured or Altered
Distor ted
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Rare Disorders Society (Singapore) BRAND MANUAL
Logo Donâ&#x20AC;&#x2122;ts 1
2
1 Screened or tinted 2 Placed inside a shape smaller than the minimum protected area
3
4
5
6
3 Rotated or skewed in any way 4 Placed on any color background that does not provide adequate contrast 5 Placed on a busy background 6 Reversed out of a photographic background that does not provide adequate contrast
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Rare Disorders Society (Singapore) BRAND MANUAL
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Rare Disorders Society (Singapore) BRAND MANUAL
Applications The logo has been applied in a few applications to demonstrate how the reproduction and usage of the logo should be like. The list is definitely not exhaustive. If unsure, simply follow the guidelines discussed above and have a clear idea what the identity of RDSS is.
Remember, Love is not Rare.
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Rare Disorders Society (Singapore) BRAND MANUAL
Business Card Back
The front of the business card has been designed in 4 different colours, each bearing a fact about rare disorders. This is to increase awareness which is one of the key objectives of RDSS. Each person is entitled to one design. Dimensions: 85 x 54 mm
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Front
Rare Disorders Society (Singapore) BRAND MANUAL
Letterhead Main Page
Continuation Page
A4 International Size Dimensions: 297 x 210 mm
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Rare Disorders Society (Singapore) BRAND MANUAL
Envelope
DL Envelope Dimensions: 110 mm x 220 mm
Template
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Rare Disorders Society (Singapore) BRAND MANUAL
T-Shirt Merchandise
These T-Shir t designs are to be used for merchandising to raise funds for RDSS as well as for the volunteers of RDSS to don on. The design is A3 in size and to be printed on white shirts. It comes in a single colour to be cost friendly.
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Rare Disorders Society (Singapore) BRAND MANUAL
Website Interface
Main Page
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Rare Disorders Society (Singapore) BRAND MANUAL
Website Interface Social Network Tabs Header
Flash Banners
Tabs to important pages
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Rare Disorders Society (Singapore) BRAND MANUAL
Website Interface
Content Page Tab: Patientâ&#x20AC;&#x2122;s Stories Purpose: To share the stories of RD patients and get to know more about their families
Click on each photo to find out more about the child
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Rare Disorders Society (Singapore) BRAND MANUAL
Website Interface
Content Page Tab: Rare Disorders Purpose: For visitors to find out more about rare disorders
Drop down menus â&#x20AC;&#x201C; Navigated by arrows
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Rare Disorders Society (Singapore) BRAND MANUAL
Electronic Direct Mailer eDM Purpose: As an easy and cost-friendly communication tool to those who subscribe to the RDSS eDM system. It acts as a means to raise funds and spread the awareness too.
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Rare Disorders Society (Singapore) BRAND MANUAL
Electronic Direct Mailer eDM Full Spread Feature: Hotspots that lead to the various websites for more information when clicked.
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Rare Disorders Society (Singapore) BRAND MANUAL
Corporate Video
RDSS Video Purpose: An effective way to increase awareness and make RDSS known using social networks such as Facebook and Twitter.
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Rare Disorders Society (Singapore) BRAND MANUAL
Corporate Video
RDSS Video The video is based on the tagline which is â&#x20AC;&#x2DC;Love is not Rareâ&#x20AC;&#x2122;, thus it starts with a healthy tree that has a defective gene and thus is weakened. But with the love and support garnered, it blossomed once more.
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Last printed in Singapore April 2012
The logo, identity and all residing works belongs to Rare Disorders Society (Singapore). All rights reserved.