my book by Wennie Tan

OCBC

Brand Guidelines January 2019

Compliance & Approval The guidelines in this brandbook must be strictly adhered to. No unauthorised alteration of these guidelines is allowed. If there are any questions or prior approval needed for any exceptions, the Head of Group Brand and Communications (GBC) or delegated representatives must be consulted.

Applications of the Guidelines Application of OCBC Brand Guidelines These guidelines apply to all branded communications undertaken by OCBC across all business units, segments and geographies. Certain sub-brands, including but not limited to the following, follow their own respective advertising grid. However, the Brand Guidelines still apply to them, with regards to the OCBC brand principles and core elements such as the OCBC brandmark. 1. OCBC Premier Banking 2. OCBC Premier Private Client 3. OCBC VOYAGE Credit Card 4. Frank by OCBC 5. mumstruly.com 6. The Open Vault at OCBC 7. Other sub brands that have been approved by Head of Group Brand and Communications (GBC) Supplementary guidelines for use in Hong Kong, Macau and China are also available for OCBC Wing Hang. Executions that fall under the advertising grid » » » »

ATL: Brand/ product print advertisement BTL: Take-one, BI, DM, poster, buckslip, postcard, flyer POP: Pull up banners, tent cards, wobblers OOH: LFP, ATM skin, link bridge, poster, bus stop shelter

Executions that don’t fall under the advertising grid » ATL: TVC, video » BTL: Notices, letters, corporate stationery, sales kits, event backdrops, placemats, application forms » OOH: Taxi, bus, train (basic principles apply with adjustments for the media required) » Branch Bulkhead (signages) When in doubt, please contact Group Brand and Communications (GBC). Where a particular application is not shown, the principles detailed in this brand book should still be applied.

Contents »» Compliance & Approval

»» Applications of the Guidelines

INTRODUCTION »» Overview 6 -- Why A Grid 7 -- The Importance Of Red 8 -- Brand Framework 9 -- Brand Values 10 -- Brand Promise 11 -- Brand Architecture 12

CORE ASSETS »» Brandmarks -- Master Brandmark 14 -- Exception – Without Junk Symbol 15 -- Clear Space 16 -- Simplified Chinese 17 -- Dual Language – Traditional Chinese 18 -- Dual Language – Arabic 19 -- Our Subsidiaries 20 -- Our Subsidiaries – Logo Specification 24 -- Logo Do-Nots 25 -- Colour Applications 26 -- Colour Applications – Do-Nots 27 -- Marketing Collaterals And Materials 28 »» The Junk Symbol -- Stand Alone 29 -- Do-Nots 30 -- As A Watermark Without Cropping 31 -- As A Watermark With Cropping 32 -- Permitted Croppings 33 -- Croppings Examples 35 »» Colours -- Corporate 36 -- Accent Colours 37 -- Accent Colours – Examples Of Usage 39 »» Typography -- Geomanist 40 -- Chinese Typeface 41

ELEMENTS OF THE GRID »» Branded Communications 43 -- Purpose 43 »» Grid Construction -- Measurements 44 »» Brandmark For Communications -- Size / Clear Space

»» The Curve Frame -- Size 46 »» Simply Spot On Icon -- Size / Position

48 49

»» Secondary Information Area -- Vertical 50 -- Horizontal 51 -- Clear Space 52 »» The Spot -- Image-Led / Device-Led / Headline-Led -- Placement of header without The Spot -- Take-One (Brochure) -- Type Of Effect

53 54 55 56

»» Typography -- Font / Colour / Size 57 »» Headline -- Setting The Headline 58 »» Body Copy -- Vertical – Setting The Body Copy -- Horizontal – Setting The Body Copy

59 60

»» Call-Outs -- Vertical – Position / Size 61 -- Horizontal – Position / Size 62 »» Red Band -- Vertical – Position / Colour / Size -- Horizontal – Position / Colour / Size

63 64

»» Visual Data -- Charts And Diagrams 78 -- Tables 79 -- Do-Nots 80 -- Do-Nots 81 »» Iconography 82 »» Masthead -- Position 83

COPYWRITING »» Simply Spot On -- A Simply Spot On Headline

113 116 117

»» Headlines -- Checklist 88

IMAGERY »» Central Focus -- Overview 90 »» Full Image -- Colour And Treatment

»» Image On Spot -- Position 92 -- Do-Nots 93

»» Dos And Do-Nots

»» Company Registration Number

»» Device-Led – Single -- Overview 99

»» Take-One / Brochure

»» ATM Skin

»» Terms And Conditions (T&Cs)

»» Logos -- Sub-Brand Logos 74 -- Awards Logos 75 -- Partner Relationship 76

APPLICATIONS

»» 6 Sheet (Bus Stop Poster)

67 68

»» Size / Position

110

»» Body Copy -- Principles 87

»» Thematic -- Overview – with The Spot 96 -- Overview – without The Spot 97

»» Step By Step

»» Headlines -- Examples 86

»» Product Name -- Vertical – Position / Size -- Horizontal – Position / Size

»» QR Code / Device

»» Merchant-Led – Affluent -- Overview 109

»» Point-Of-Purchase 115

»» Talent Selection -- Segment Examples

»» Mobile Wallet Lock-Up -- Overview 72

»» Merchant-Led – Festive -- Overview 108

»» BTL 112

»» URL -- Vertical – Size / Position / Clear Space 65 -- Horizontal – Size / Position / Clear Space 66

»» OCBC Cards -- Lock-Up 71

»» Merchant-Led – Multi -- Overview 107

»» Device-Led – Double -- Overview 100 »» Device-Led – Icons -- Overview 102 »» Device-Led -- Dos And Do-Nots

»» Large Format Poster (LFP) -- Overview 118 -- Exceptions 119 -- Overview – Promotional 120 -- Horizontal Applications – Promotional 121 -- Examples 122 »» Outdoor Creative Executions -- Non-Grid Exceptions 123 -- Buses 125

SIGNAGES »» Signage -- Specifications 127 -- Clear Space 128 -- Horizontal – Short 129 -- Horizontal – Regular 130 -- Singapore Logo Placement – Regular 131 -- Singapore Logo Placement – Long 132 -- Singapore Logo Placement – Side Elevation 133 -- Singapore Logo Placement – External Facade 134 -- Malaysia Logo Placement – Regular 135 -- Malaysia Logo Placement – Long 136 -- Malaysia Logo Placement – Side Elevation 137 -- Malaysia Logo Placement – External Facade 138 »» Contact Points

139

103

»» Headline-Led -- Overview 104 -- Dos And Do-Nots 105 »» Merchant-Led – Single -- Overview 106

Introduction

INTRODUCTION

Overview In a world of intensifying competition, rising customer expectations and similar products and services, the establishment of a unified brand identity is absolutely critical. On one hand, a compelling brand identity reflects and reinforces an organisationâ&#x20AC;&#x2122;s ambition, attributes and values. On the other, itâ&#x20AC;&#x2122;s a key differentiator between one company and another and why customers choose one product over another. Finally, given the diversity and volume of marketing activity an organisation such as OCBC invests in, it provides the clarity, consistency and cohesiveness a world class brand demands. But even the best brand identity guidelines are no substitute for the commitment of the end user in ensuring they are adhered to in both spirit and deed. Whether you are an OCBC employee, strategic partner or approved vendor, you have a shared responsibility in ensuring things are done right â&#x20AC;&#x201C; first time, every time. In this way we are all brand guardians. And by treating every piece of communication as an opportunity to build corporate reputation and consumer confidence, each of us contributes not just to the short term success of the business but also the long term value of the OCBC brand.

INTRODUCTION

Overview Why A Grid

Builds brand equity and business value simultaneously Differentiated and ownable Flexible across the group and geographies Limits subjectivity and drives consistency

INTRODUCTION

Overview

The Importance Of Red The OCBC Brand has always been defined by the colour red (P485C). Not just because of its visual appeal and power but also for what red stands for. Energetic, prosperous, enterprising, resourceful, effective, passionate – these are all qualities of red and also of the heritage and vision of the OCBC business and its people. Red is in our blood. It’s something we don’t want to lose. But neither can we afford to misuse it. Overuse of red (as a wallpaper background for example) lends a heaviness to our brand identity which turns an asset into a liability. In keeping with our DNA and brand values, we must use red purposefully and intelligently. And most importantly, we must use it in a way that uplifts and dramatises our key messages rather than drown them.

INTRODUCTION

Overview Brand Framework

Our Purpose The fundamental reason for our being. It sets out the basis of why and how we do business in our continuous pursuit to positively impact the communities we serve.

Brand Values The principles and philosophy that underpin the expression of our brand across all forms of communication.

Brand Promise Our commitment to our clients on how and what we consistently deliver to them.

Help individuals and businesses across communities achieve their aspirations by providing innovative financial services that meet their needs.

Simple. Modern & Progressive. Duty of Care.

Be Reliable. Be Smart & Knowledgeable. Take a Long-Term View

Our Brand Promise is expressed by our tagline.

Brand Identity The visual elements that collectively establish a recognisable and differentiated OCBC Bank brand.

Corporate Values

OCBC Red (P485C), Logo, Sailing Vessel Symbol

Customers. People. Teamwork. Integrity. Prudent Risk Taking. Effectiveness.

A set of beliefs, standards and ethics that guide every aspect of our business and every behaviour of our employees. It defines the ethos and culture of our organization. This promotes a common desired behaviour among all employees in the way we engage with one another and our stakeholders, as we work together to achieve our Purpose.

INTRODUCTION

Overview Brand Values Simple Peopleâ&#x20AC;&#x2122;s attention must be earned and their time is valuable; so we think things through, keep things clean, uncluttered & single-minded. Less is more. Modern & Progressive In step with the times, if not slightly ahead. Demonstrate aspiration in everything. Duty of Care

Cosmopolitan

Contemporary

Stylish

Modern & Duty-of-Care Progressive Quality Distinctive

Sophisticated Aspirational High Performing Globally-oriented Simple Best-in-class Insightful

An inherent level of trust that OCBC will do the right thing by its customers. We have to assume that everything we do is in public view.

Forward-thinking

INTRODUCTION

Overview

Brand Promise – Simply Spot On (Launched 29 October 2018) Our Brand Promise is a pledge to be Simply Spot On for our customers – we make it a point to truly understand their needs to come up with the most appropriate solutions for them. Our Brand Promise is not a marketing campaign, and Simply Spot On is not merely an advertising tagline. Our pledge to be Simply Spot On is the focus of and must be upheld by the entire organisation. It is not something we claim about ourselves. Rather, it is something we strive for the customers to say about us. “The brand promise tagline is easy to remember, but not easy to live up to. It is simple and clear in what we are promising our customers, but it also means that we have set ourselves a very high bar to meet. And that is why everyone at OCBC is committed to living the brand promise every day so that we can deliver the Simply Spot On experience to our customers consistently.” – Samuel Tsien Group CEO, OCBC Bank

INTRODUCTION

Overview Brand Architecture

Brands typically follow one of two brand strategies – the master brand or house of brands. This greatly influences the way the public perceives a brand. The OCBC brand is managed under a master brand strategy, in which equity in the OCBC master brand is built and reinforced over time. This means that sub-brands should only be developed and promoted on a highly selective basis. A sub-brand is typically only created to reach a specific new audience. This often necessitates that the sub-brand adopt distinct attributes from the master brand, such as creating its own logo and design guidelines. Business Units are NOT ALLOWED to create new sub-brands unless there is a compelling need to do so, and they must seek the approval of Head of Group Brand and Communications (GBC) before doing so. This covers: »» Business units »» Products and services »» Digital platforms »» Building of facility names

Core Assets

CORE ASSETS

Brandmarks Master Brandmark

Key elements of the Master Brand logo

Horizontal (Default)

1. The colour red (P485C). 2. The Junk symbol.

The Junk symbol

Logotype

3. Typographic treatment of lettering combining Extra Bold and Bold of The Sans C4s font in red. 4. Exaggerated sizing ratio of symbol to name. 5. Horizontal lock-up as default. Do’s

Primary marker: height of the Junk

»» Always ensure correct use for brand clarity and consistency. »» Wherever possible, always use the full colour logo. »» Always use the artwork provided. Do not attempt to re-construct the logos.

Vertical stack

Minimum size

»» With the exception of those instances noted on the next page, the Brandmark should never be used without the Junk symbol. »» The entire logo is locked together as a whole unit. Sizing of the logo therefore should be done as a whole unit. The characters of the logo cannot be broken up and the space between the characters of the logo cannot be sized separately to fit the dimensions of a specific space.

6mm

Colour »» Pantone: 485C »» Process: 100M 100Y

The height of the Junk should never be smaller than 6mm.

Logo sizing »» The default and minimum size of the Master Brandmark is 20% of the longest side of the media it is appearing in. »» For some specific formats and special cases, the Master Brandmark can increase up to 35% of the longest side of the media it is appearing in. »» When a logo is used in a narrow horizontal format, the logo may be reduced between 10% – 15% of the longest length.

CORE ASSETS

Brandmarks

Exception – Without Junk Symbol Horizontal

‘OCBC’ from Masterbrand; non-editable

Consistent Cap height. Cap height alignment is always to the flat tops/ bottoms of a letter e.g. A,T

Original logotype from Brandmark

Font: The Sans C4s Bold Kerning: Optical setting Tracking: 0

Vertical stack

ATM Signage

‘OCBC’ from Masterbrand; non-editable

Consistent Cap height. Cap height alignment is always to the flat tops/ bottoms of a letter e.g. A,T

CORE ASSETS

Brandmarks Clear Space

Clear space (applicable to all versions)

Horizontal (Default)

To preserve the integrity of the OCBC logo, always maintain a minimum clear space around it. This clear space isolates the logo from competing graphical elements such as copy, photography, other logos or background patterns that may camouflage it. The minimum clear space for the OCBC logo is defined as ‘X’ which is the height of the Junk symbol (primary marker) in the logo itself. Exceptions: Signage (see pg. 126) and comms where specified (see section ‘Elements of the grid’). The minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

Vertical stack

CORE ASSETS

Brandmarks Simplified Chinese

Simplified Chinese â&#x20AC;&#x201C; or usage in Singapore, Malaysia

Horizontal (Default)

To be used in all communications materials in Chinese. Horizontal This is the default and should always be considered first. It is the most compact form to be used in both vertical and horizontal layouts. Vertical stack Consider this version where dual language is needed but English is the first language. Alternative vertical stack This version is limited to media with a narrow vertical space.

Vertical stack

Alternative vertical stack

Minimum size 6mm

For these versions, the height of the Junk should never be smaller than prescribed above.

CORE ASSETS

Brandmarks

Dual Language – Traditional Chinese Dual language Traditional Chinese – for usage in Hong Kong and Taiwan

Horizontal stack (Default)

Horizontal

Vertical stack

Alternative vertical stack

The Traditional Chinese logo applies only to the Hong Kong and Taiwan markets. Approval from Head of Group Brand and Communications (GBC) must be sought to use this Chinese logo in other markets. Horizontal stack This is the default stack and should always be considered first. It is the most compact form to be used in both vertical and horizontal layouts. Horizontal Consider this version for very long media such as a Link Bridge format. Vertical stack Consider this version for narrow media spaces. Alternative vertical stack This version is limited to media with a narrow vertical space. Clear space Maintain a clear space of a Junk symbol at all times. Minimum size 6mm 6mm

For these versions, the height of the Junk should never be smaller than prescribed above.

CORE ASSETS

Brandmarks Dual Language â&#x20AC;&#x201C; Arabic Dual language Arabic â&#x20AC;&#x201C; for usage in Malaysia

Horizontal

Clear space Maintain a clear space of a Junk symbol at all times. Minimum size 6mm

The height of the Junk should never be smaller than prescribed above.

CORE ASSETS

Brandmarks Our Subsidiaries

Our subsidiary logos OCBC subsidiaries follow the design mandatories of the OCBC Corporate template. Each subsidiary logo consists of the Junk symbol and a namestyle which describes the key business of theÂ subsidiary. Clear space Maintain a clear space of a Junk symbol at all times. Minimum size 6mm

The height of the Junk should never be smaller than prescribed above.

CORE ASSETS

Brandmarks Our Subsidiaries

Simplified Chinese – for usage in China

Vertical

Brandmark (Default)

Alternate (Vertical)

To be used in all communications materials in Chinese. Default Brandmark This is the default stack and should always be considered first. It is the most compact form to be used in both vertical and horizontal layouts. 华侨银行全资附属公司

Horizontal Brandmark Consider this version for very long media such as a Link Bridge format.

华侨银行全资附属公司

Vertical Use this version for very small condensed media space. Alternative (Vertical) Use this version for media with a narrow vertical space. Minimum size

华侨银行全资附属公司

14mm

Horizontal

Light

14mm

Light

华侨银行全资附属公司

16mm

For usage of Brandmark below 20mm in height, the subsidiary line shall be in MHei PRC Light. For the full guidelines, please refer to the OCBC Wing Hang Brand Guidelines (China).

Important note: The entire logo is locked together as a whole unit. Sizing of the logo therefore should be done as a whole unit. The characters of the logo cannot be broken up and the space between the characters of the logo cannot be sized separately to fit the dimensions of a specific space.

CORE ASSETS

Brandmarks Our Subsidiaries

Dual language â&#x20AC;&#x201C; Traditional Chinese for Hong Kong & Macau

Horizontal (Default)

Vertical

Usage Use this set of logos as the primary logos for Hong Kong & Macau. Horizontal (Default) This is the default Brandmark and should always be considered first. Vertical This version is limited to media with a narrow verticalÂ space. Horizontal Consider this version for long media spaces.

Horizontal

Clear space Maintain a clear space of a Junk symbol at all times. Minimum size 6mm

8mm

For these versions, the height of the Junk should never be smaller than prescribed above. For the full guidelines, please refer to the OCBC Wing Hang Brand Guidelines (Hong Kong & Macau).

CORE ASSETS

Brandmarks Our Subsidiaries

Usage of OCBC Al-Amin on shared platforms For applications on all shared platforms, use the OCBC Al-Amin Brandmark with the accompanying line ‘A subsidiary of OCBC Bank’.

Pantone 485C 100M 100Y

100K

Shared platforms include: »» ATM/Debit card (front/back) »» Mobile Banking screen and ATM screen »» Cash Deposit machine screen »» Internet Banking screen and Velocity login screen, etc. Clear space Maintain a clear space of a Junk symbol at all times. Minimum size 6mm

The height of the Junk should never be smaller than 6mm.

Always observe the correct spacing between the landmark and the subsidiary line.

CORE ASSETS

Brandmarks

Our Subsidiaries – Logo Specification New subsidiary logo specifications

Original logotype from Brandmark

When a new Brandmark for a legal entity is required, it should be constructed following the configurations and specifications shown on the right. Clear space Maintain a clear space of a Junk symbol at all times.

Minimum size

Font: The Sans C4s Bold Kerning: Optical setting Tracking: 0

Cap height alignment is always to the flat tops/ bottoms of a letter e.g. A,T

Primary marker: height of the Junk

‘A subsidiary...’ line: Font: The Sans C4s Light Kerning: Optical setting Tracking: 0

6mm

CORE ASSETS

Brandmarks Logo Do-Nots

The Brandmark and associated logos must be used as one whole unit. Its elements (Junk symbol, text) are not allowed to be used separately unless otherwise stated in this guide. The Junk can be used separately on its own for special purposes (refer to pg. 29) but OCBC text cannot be used on its own. Do not change the proportion and spacing between the elements.

Do not stretch any part of the logotype.

LOREM IPSUM DOLOR Do not lock-up the logotype with new typographic elements.

Do not rotate the logotype.

OCBC Bank Do not use drop shadows.

Do not change the â&#x20AC;&#x2DC;OCBC Bankâ&#x20AC;&#x2122; type with other fonts

Do not use any portion of the logotype on its own.

Do not redraw / alter the master brandmark.

Do not alter the position of any part of the logo.

CORE ASSETS

Brandmarks Colour Applications

(Default)

Pantone 485C 100M 100Y

100K

Pantone Metallic 877 CMYK: C 46 M 34 Y 35 RGB: R 141 G 144 B 145

One colour (black) application. Applicable to one-colour (black and white) print advertisements (classified recruitment) or forms.

In instances where commemorative collateral such as greeting cards, red packets and premiums need to be created, special colours such as Gold, Pantone 872, and Silver, Pantone 877, can be used.

K 14

Pantone Metallic 872 C MYK: C 36 M 43 Y 68 RGB: R 140 G 115 B 76

K 29

Special cases

Full or spot colour reversed.

Pantone Metallic 877 reversed.

Pantone Metallic 872 reversed.

Applicable to open environments e.g. »» events »» some outdoor applications »» directional or descriptive signage

OCBC Al-Amin applications

CORE ASSETS

Brandmarks

Colour Applications – Do-Nots Do-nots (applicable to all versions) The Brandmark should never: »» Appear in any other colour than specified previously. »» On a graduated red background or in various tints of OCBC red. »» On coloured, patterned or image backgrounds.

CORE ASSETS

Brandmarks

Marketing Collaterals And Materials Every single interaction a customer or potential customer has with the OCBC brand has the power to strengthen or weaken the master brand. This is why it is crucial for OCBC to maintain brand discipline across all touchpoints. Business units without a dedicated marketing team, including support functions, must seek approval from Group Brand and Communications (GBC) when developing marketing collaterals and other communications materials in the following instances: »» All events where customers are present »» Company-wide and other large-scale staff events »» Staff events which may be profiled on mainstream or social media Materials to be cleared with Group Brand and Communications (GBC) include, but are not limited to, the following, regardless of whether they contain the OCBC brandmark: »» Event backdrops »» Props for photo opportunities »» Corporate gifts/door gifts »» Packaging for food items »» Clothing »» Accessories, such as jacket pins Approval for the above must be obtained from the Head of Group Brand and Communications (GBC) or, for overseas subsidiaries and business units, the respective markets’ communications heads. (Note: The creation of microsites and new website domains is governed by our Web Governance Policy, which can be accessed on our Intranet: Group Brand and Communications (GBC) => Marketing Comms => Web Governance Policy. Similarly, business units must seek approval from Group Brand and Communications (GBC) before creating microsites and/or new website domains.)

CORE ASSETS

The Junk Symbol Stand Alone

Approved applications of the Junk symbol â&#x20AC;&#x201C; as a graphic symbol The Junk is the primary visual symbol of the OCBC Brand. It must be treated at all times with the utmost respect. It should appear in red (as the default). It can appear in white and in special cases, black, but only with the approval of Group Brand and Communications (GBC). It should not be modified or rendered in any other way (such as graffiti). It can be reproduced on a variety of materials, premiums and surfaces for corporate use (e.g. balloons, pens). However, it should not appear on edible or perishable items.

CORE ASSETS

The Junk Symbol Do-Nots Do-nots OCBC Bank’s identity is closely tied to its logo, name and their usage. We must be ever vigilant to ensure that they are not used in any inappropriate manner or without authorisation. The use of the OCBC name and/or OCBC logo must not be disparaging, defamatory nor libellous to the Bank. It cannot be placed: »» on dustbins »» on ashtrays »» in toilets »» on a political banner or national flag »» on floors where the logo may be stepped on

L REM

IPSUM Do not use as part of a headline or copy.

»» on chair seats »» on food items that will be eaten »» on lingerie »» on soles of footwear »» on suggestive areas of apparel such as T-shirts, jackets and pants The above list is not exhaustive. BUs are encouraged to seek advice from Group Brand and Communications (GBC) when in doubt.

Do not use it as part of an illustration or imagery.

CORE ASSETS

The Junk Symbol

As A Watermark Without Cropping As a default, the logo is to be centralised.

Darker watermark application on approved background colours

Colour applications are as specified previously. Darker watermark application »» Apply 10K overprint on the Junk symbol, over the approved background colours. »» To achieve a more premium finish, the Junk symbol can be in Spot UV. Do not apply the Spot UV in addition to a 10K overprint of the Junk symbol; it will further darken the tone. Note: For newsprint, the red has to be in 100M 80Y.

Red 100M 100Y/P485c

Silver P877C

Gold P872C

Lighter watermark application »» Apply 90% of the base colour to the Junk symbol.

Lighter watermark application on approved background colours

Application of watermark on white background

Note: For newsprint, the red has to be in 100M 80Y. Application of watermark on a white background »» The Junk symbol watermark can appear on a white background only as a Spot UV finish; no printing. Do-nots »» Do not apply the Junk symbol in colours other than those specified. Red 100M 100Y/P485c

Silver P877C

Gold P872C

Do-nots

CORE ASSETS

The Junk Symbol As A Watermark With Cropping

Approved applications of the Junk symbol – as a cropped watermark with Group Brand and Communications (GBC) approval

Darker watermark application on approved background colours

The Junk symbol can be treated as a darker or lighter watermark for a variety of purposes. By cropping the Junk symbol, a more dynamic representation of the brand can be achieved. Do not use it repeatedly to form patterns. Refer to next page for approved cropped versions. The default version is the darker watermark. The Junk symbol can only appear in the approved backgrounds as shown: red, silver or gold. Darker watermark application »» Apply 10K overprint on the Junk symbol, over the approved background colours.

Red 100M 100Y/P485c

Silver P877C

Gold P872C

Lighter watermark application on approved background colours

Application of watermark on white background

»» To achieve a more premium finish, the Junk symbol can be in Spot UV. Do not apply the Spot UV to a 10K overprint of the Junk symbol; it will further darken the tone. Note: For newsprint, the red has to be in 100M 80Y. Lighter watermark application »» Apply 90% of the base colour to the Junk symbol. Note: For newsprint, the red has to be in 100M 80Y. Application of watermark on a white background »» The Junk symbol watermark can appear on a white background only as a Spot UV finish; no printing.

Red 100M 100Y/P485c

Silver P877C

Gold P872C

Do-nots

Do-nots »» Do not apply the Junk symbol in colours other than those specified.

CORE ASSETS

The Junk Symbol Permitted Croppings Cropping guide Cropping of the Junk symbol can be done when a more dynamic design orientated application is appropriate. However, Group Brand and Communications (GBC) approval must first be obtained.

Fig. 1

Sub divide into 11 columns

In order to determine the permitted configurations of cropping allowed for the Master Brand Junk symbol, it is divided into 11 rows and columns (see Fig. 1). The following demonstrates the only allowable permutations. Do not crop the Junk symbol in any other ways. Please use the artwork provided.

1-side crop At the top, right side or bottom.

Sub divide into 11 rows

Top

Right side 1

Right side 2

Bottom

CORE ASSETS

The Junk Symbol Permitted Croppings

2-side crop Top and right, bottom and right, or top and bottom.

Top-right 1

Special case: 3-side crop

3-side crop

This is an extreme crop which is suitable only for close-view applications, so that the dynamism of the cropping can be absorbed at a glance, for e.g., card design. Do not apply this cropping to regular or large formats because in these cases as the crop is scaled up, the legibility of the Junk symbol decreases.

Top-right 2

Bottom-right 1

Bottom-right 2

Top-bottom

Sub divide into 18 rows

Arc being cropped out

Do-nots Cropping outside the safe zone will result in the Junk symbol being compromised and unrecognisable. Follow the cropping guide closely. The cropped side must not be placed at any other place other than at the edge of the media.

CORE ASSETS

The Junk Symbol Croppings Examples

Examples of correct cropping.

Uses crop 2C

Uses crop 1D

Uses crop 1B

Uses crop 3A

Uses crop 2D

CORE ASSETS

Colours Corporate

Corporate colour and balance Red: The Colour of Master Brandmark As a rule of thumb (with the exception of open environments and videos), usage of red is reserved only for the Brandmark, the Red Band as part of the lens box and the call-to-action on all communications materials.

P485C CMYK: 0C 100M 100Y 0K RGB: R-227 G-6 B-19 Hex Code: #e30613

CORE ASSETS

Colours Accent Colours

Accent colour palette The accent colour palette can be used to highlight or distinguish certain information in very specific circumstances – to add to the appeal of visual data (tables, graphs, infographics) and information hierarchy. It is not a substitute for our corporate colours. It cannot be applied generously to our communications so that they become overly colourful and our “redness” is overshadowed.

100M 100Y 40K

70M 100Y

30M 100Y

5C 10M 30Y

156R 16G 6B

236R 104G 7B

251R 186G 0B

245R 229G 192B

Dos »» Limit the use of the accent colours to a maximum of 1 or 2 per collateral to differentiate and/or prioritise. Tints of the chosen colour are allowed. »» For complex diagrams/graphs and longer form collateral such as brochures or where multiple categories need to be differentiated, more than two accent colours can be applied. Do-nots »» Do not readily employ the accent colours as “background” colours, as they are or tinted down. »» Do not apply the colours to headlines, subheads nor body copy. This extends to copy in tables as well.

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80C 10M 40Y

100C 70M 40Y

60C 100M 20K

20C 100M 5K

0R 162G 163B

0R 80G 118B

113R 25G 111B

192R 2G 123B

Exceptions »» They can be used as divider lines or tabs for brochures, booklets or DMs where extensive information needs to be presented. »» Accent colours can be applied to text in visual data. Please refer to pg. 39 for more examples of accent colour usage. 90%

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10%

CORE ASSETS

Colours Accent Colours

Examples of possible colour combinations for visual data representation Purposeful use of the accent colour palette can refresh the look of the layouts, but more importantly, help communicate visual data more effectively. Do not blanket backgrounds with the accent colours, as solids or tints.

These suggest 2 main groups of data

Please refer to pg. 39 for more examples of accent colour usage.

These suggest differentiated elements

Note: The colour groupings shown on the right are by no means exhaustive. Use the guiding principles to create different colour schemes outside the given examples.

CORE ASSETS

Colours

Accent Colours – Examples Of Usage

Private & Confidential <Name of company> <Name of customer> <Address 1> <Address 2> <Address 3>

Processing Fee PLANInterest YOURPayable

Tenure Save as little as S$10 this Chinese New Year and receive an S$8 cash credit!

12 months

y Enjo

s ont!h 12 m e mor

24 months

Dear <Customer name> To kick start the new year and to thank you for banking with OCBC, we’re giving you an S$8 cash credit when you save a minimum of S$10 in your Child Development Account (CDA) before 28 February 2014. This means that alongside the Government’s Baby Bonus scheme contribution, a S$10 deposit from you will become as much as S$36*!

You save

OCBC Bank will save

The Government will save

Total Savings

S$10

S$8

S$10 + S$8 = S$18

S$36

We hope you’ll take advantage of this opportunity so that together we can help prepare for your child’s future and ensure this Chinese New Year will be one to remember.

Ng Li Lian Head, Segment Management (Personal Banking) Global Consumer Financial Services

S$540

WITH MAXEDU CHOICE S$1ore!

S$0 FUTURE WITH MAXEDU CHOICE

Figures have been simplified for illustration purposes and are based on minimum/ required payments being made.

It may be a number of years before your child dons the graduation gown. However, with the ever increasing costs of education, it may be a good idea to start planning for this now.

Here are examples of how it works: You save

Purchase price

Brand 58.10 You pay recognition S$ 59.00 S$

Spare Change

SmartChange Reward

0.90 0.90

0.23

Spending Rebate

Total Savings

2.03

You save

Conditionsapply. apply.Please Pleaserefer refertotowww.ocbc.com/babybonus www.ocbc.com/babybonus details. If the reached its co-savings Terms and conditions forfor details. *If *the CDACDA hashas not not reached its co-savings cap. cap. Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

Purchase price

Spare Change

0.70

Your OCBC General degree S$362,000 Robinsons Visa Card

SmartChange Reward

You pay

Spending Rebate

Total Savings

420.00

Ease of accounting S$

Figures are for illustrative purposes only and exclude GST. Actual savings may differ from this illustration.

1.67

3.07

• You only

• Your chi

Education cost in 2013 vs. Tomorrow US

S$192,000

Options fo

• You can ch your child

S$910,000

S$681,000

• You can ch

S$449,000 Your OCBCS$171,000 Robinsons Visa Supplementary Card

Here’s h

Australia Medical degree

S$134,000

General degrees

S$38,000 S$64,000

S$228,000

Today

Total

2035

Source: Research done by OCBC Bank in 2013

Premium

Mr Ta S$0.40/S$1

Are you concerned about the predicted costs of education in the future?

Insurance protectio

There are ways to achieve your goals Risks

With your company logo prominently featured on your card, your brand recognition increases each time you use it. Fixed deposits

Endowment plans

Investments such as unit trusts

Deposits are generally a safe way to grow your money, but they provide fairly low returns.

Endowment plans offer insurance protection and the potential for moderate returns.

Investment products offer the potential for even higher returns but they can be riskier.

Brandon’s a (years)

Repayment Pe Potential Returns

All payments are debited directly from your business account. Card transactions are reflected on a consolidated business account statement for easier accounting.

* Based on Proj benefits illust depending on details on the

One-time Proc Find out Savings

The above diagram is for illustrative purposes only. For more details, please see the materials given by your product provider.

Easy access to your account

Enjoy the convenience of MasterCard and NETS transactions. Plus, withdraw cash from over 1,100 ATMs island-wide or any ATMs with the MasterCard or MEPS logo worldwide.

Protect against card theft or loss

If your card is stolen or lost, contact us immediately at 1800 363 3333 and you will only be liable for up to S$100.

Other Bank’s C Interest Rate @

Interest payab Guaranteed b

0.70

419.30

S$ Oversea-Chinese Banking Corporation Limited 65 Chulia Street OCBC Centre Singapore 049513

TBC TBC

child’s edu

Your OCBC Titanium Card

To enjoy this offer, simply deposit cash via a Cash Deposit Machine or come in to any OCBC branch today! Yours sincerely,

S$360

CHILD’S PLAN YOUR S$0 ay pFUTURE y l n O 80CHILD’S

Monthl Get a fin Balance MaxEdu C

Card Type Tertiary education costs are increasing

Overseas

Enjoy S$6,000 CashWise for 24 months instead of 12 months, with just S$180 more in processing fee#MAXEDU CHOICE

DD MM YYYY

Local

Please refer to (pg. 37) for the OCBC accent colour palette.

Figures have been simp

CORE ASSETS

Typography Geomanist

Our corporate typeface: Geomanist Geomanist is a simple and reader-friendly font. Having a full family of styles and weights means there is a style to suit every communication need. It is mandatory to use Geomanist in all materials. No other font is allowed. The same goes for English text appearing in Chinese copy. Geomanist as the corporate font type must be used on all materials, whether marketing materials, corporate materials, directional signs, notification materials etc. No other font type is allowed. Permitted font weights:

Geomanist Regular Geomanist Medium

GEOMANIST

ABCdefg , “ !hij mn vw qrstu OP XYZ 7890 6

Medium

12345 ”Regular

Note: When Geomanist is not available, the alternative font to use is Arial. This applies to in-house presentations and communications as well as online media.

CORE ASSETS

Typography Chinese Typeface

There should be consistent use of the same language in any marketing collateral. For example, a Chinese advertisement should consist solely of Chinese text and not contain English terms. Proper Chinese names of products and services must be indicated.

Simplified Chinese

Traditional Chinese

华侨银行

Yuanti SC Bold

华侨银行

Yuanti SC Regular

華僑銀行

Yuanti TC Bold

華僑銀行

Yuanti TC Regular

Elements Of The Grid

ELEMENTS OF THE GRID

Branded Communications Purpose

CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA8.pdf

14/11/18

6:28 PM

The OCBC communications grid creates a signature look and feel for OCBC that incorporates best-in-class marketing practices while visually representing our brand values of Simple, Modern & Progressive and Duty of Care. OneAdvisor Home. Home ownership, without the fears. Simply Spot On.

Using print collaterals as a baseline, the OCBC grid can be categorised into 7 distinct types (see right). 1. Thematic (with The Spot)

Goals for your child’s future. Kept on track annually. Simply Spot On.

2. Thematic (without The Spot) 3. Device-led (with The Spot)

Earn more interest from salary to savings with OCBC 360.

4. Headline-led (with The Spot)

SALARY CREDIT

5. Multi Merchant-led (without The Spot)

SPEND S$500

SAVE S$500

INVEST OR INSURE

MAINTAIN S$200,000

Up to 0.6% p.a.

Up to 1.2% p.a.

1.0% p.a.

BOOST BONUS

Promotional Rate

Up to 2.0% p.a.

1.0% p.a. on incremental balance

Till 31 March 2019

Applicable on your first S$70,000.

6. Single Merchant-led (without The Spot)

Sending your child overseas to pursue his or her dream course. Or just retiring well. Whatever your aspirations, OCBC Life Goals helps you build your financial plan and keep it on track with our annual reviews. Talk to our consultants, or do it from the comfort of home with our self-serve dashboard.

7. Object-led (with The Spot) Application of The Spot is optional for thematic ads subjected to the nature of the creative idea and the amount of space needed to highlight the key visual.

Your business deserves our best. Asia’s Best SME Bank. Simply Spot On.

Best Transactional Banking Online Platform 2018

OCBC OneAdvisor Home

In partnership with:

OCBC 360 Account

Home Search | Affordability Advisor Renovation | Home Insurance

Boost your Salary | Savings | Wealth

ocbc.com/360

Terms and Conditions: For more details, visit ocbc.com/360 Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

ocbc.com/SimplySpotOn GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1 The attached work is complete and meets the requirements of the brief and specification.

Creative Art:

Writer:

Designer / FA:

Account Servicing:

7/11/18 5:02 PM

Date & Time: November 7, 2018 5:02 PM Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Release o Izlin:

Job Number/Title: CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3

Date & Time: December 4, 2018 3:45 PM

The attached work is complete and meets the requirements of the brief and specification.

Visual o

CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3.indd 1

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Your trust and support are the accolades that mean the most to us. We will continue to serve you better, and are committed to help you grow your business locally and beyond.

There’s always uncertainty when it comes to buying a home. But confidence is just a click away. Log on today, to Singapore’s most comprehensive digital platform with all the home expertise you need.

Calculate how much interest you can earn at ocbc.com/360

Linus:

FA o

Izlin:

OCBC Business Banking Google Play and the Google Play logo are trademarks of Google LLC. Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S. and other countries.

ocbc.com/oneadvisorhome Job Number/Title: CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA7

4/12/18 3:46 PM

Release o Justina:

Creative Art:

isual  Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

ocbc.com/business-banking

Date & Time: NOV 14 2018 04:45 PM

APPROVAL CHECKLIST Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Thematic (with The Spot)

Thematic (without The Spot)

Device-led

Common to all types, the following section highlights specific elements of the grid. A more holistic description and selection of applications can be found from pg. 89 onwards.

Headline-led

CFSEA-021-18_Silver Segment_CL PrintAd_SUTFPFC_04OCT18_FA2.pdf

2/11/18

11:13 AM

Dishing out the tastiest deals for your Christmas meals. Have your fill of discounts and more, when you pay for Christmas dining with OCBC Cards.

Ichiban Boshi S$5 return voucher

Pizza Hut S$10 return voucher

Stärker Bistro/Signature 10% off

Valid until 31 March 2019 at all outlets, except at Pizza Hut Jurong Bird Park and for online self-collection orders.

Valid for dine-in until 31 December 2018.

Valid for dine-in until 19 February 2019.

with any festive set menu purchased

with any amount spent

Secret Santa Platter

Swensen’s/ Earle Swensen’s 10% off

log cakes and log cake gift cards Valid until 25 December 2018.

Limited Edition Passbook and NTUC FairPrice gift vouchers with S$10,000 deposited in fresh funds.

The Manhattan FISH MARKET Free Christmas dessert with selected Christmas sets purchased

Valid for dine-in until 31 January 2019 at all outlets, except Changi Airport T1.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

A treat from us. When you treat the ones you love. Enjoy a complimentary dish of the signature Braised Abalone with Mushroom with any Parents’ Day Set Menu ordered.

Terms and Conditions apply. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/christmas

Get S$100 worth of NTUC FairPrice Gift Vouchers for every S$10,000 fresh funds deposit, without any limit.

Multi Merchant-led

Get a limited edition Gold or Rose passbook with a minimum deposit of S$10,000 in fresh funds.

Funds deposited will have to be maintained for 6 months. Apply at any OCBC branch. EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Offer is valid until 30 June 2017. Plus, receive a S$10 return voucher with any amount spent all year round.

ocbc.com/dining

Important Notice: The Promotion commences on 10 October 2018 and ends on 31 December 2018 or such date(s) as may be determined and notified by OCBC Bank in its sole discretion. Deposit fresh funds amounting to S$10,000 into the OCBC Passbook Savings Account via OCBC Bank branches and maintain the funds deposited for a period of 6 months and get S$100 NTUC vouchers and a special edition OCBC passbook (each a “Promotional Gift”). Fresh funds refers to funds in the form of non-OCBC cheques/cashier’s orders/demand drafts as well as other funds that are not transferred from any existing OCBC Bank accounts. A customer who deposits more fresh funds, in multiples of S$10,000, may be entitled to more NTUC vouchers. Each customer is limited to only one special edition OCBC passbook per Passbook Savings Account, even if the amount deposited in the account is more than S$10,000. The vouchers will be sent to a customer’s address within 1 month from the date the customer participates in the Promotion. The special edition OCBC passbook has to be collected at an OCBC branch. Customers may only withdraw the deposited funds before the expiry of the 6 month period by visiting any OCBC Bank branch during operating hours and withdrawing their participation in the Promotion. If any of the deposited funds are withdrawn within 6 months, OCBC Bank shall have the right to debit the value of the Promotional Gift, including S$100 for the special edition OCBC passbook, plus any goods and services tax or such other amount as it deems fit from the account(s) of the customer. Terms and Conditions Governing OCBC Passbook Savings Promotion 2018 apply. Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

Job Number/Title: CFSEA-021-18_Silver Segment_CL PrintAd_SUTFPFC_04OCT18_FA2 Date & Time: NOV 02 2018 11:10 AM isual 

APPROVAL CHECKLIST Creative Art:

Single Merchant-led

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Object-led

ELEMENTS OF THE GRID

Grid Construction Measurements

We use the Junk to determine the clear space and sizing of different elements within the OCBC communications grid.

0.5

10 20 30 40 50

Junk divided into 10 equal rows

0.75

60 70 80 90

100

ELEMENTS OF THE GRID

Brandmark For Communications Size / Clear Space Position Always placed at the top-left corner of the media. Clear space For communications only, please follow 1 Junk height for clear space.

Length of Brandmark = 20% of longest side of media space

Vertical format

Horizontal format

The Brandmark should be kept at 20% of the longest side of the media space. The only exception is when used in a narrow horizontal format. In which case the logo may be reduced to 10% â&#x20AC;&#x201C; 15% of the longest length.

Longest side of media space

Size

Media space Media space

Longest side of media space

ELEMENTS OF THE GRID

The Curve Frame Size

Once the size of the Brandmark has been fixed, the size of the curve frame can be determined. Vertical format

NOTE: There are exceptions for extreme formats and take-ones (see pg. 112 – 123). Vertical format

Midpoint of circle.

Curve 4 Junk height sets the start of the curve. 1.5 Junk height sets the end of the curve which is fixed at the midpoint of a circle. Margins 1 Junk width left and right of the media edge sets the margins. Bottom 0.5 Junk sets the bottom border above which Terms and Conditions sit (marked as ‘X’). If more space is required for the Terms and Conditions, adjust upwards accordingly. There is no need to include company registration number in printed communication materials (see pg. 70) NOTE: There are exemptions determined by the media shape (eg The Straits Times (Strip), Today (Strip), whereby the curve frame can be adjusted to ensure the brandmark and The Simply Spot On icon has sufficient clear space.

} X

ELEMENTS OF THE GRID

The Curve Frame Size

Horizontal format Curve 3 Junk width sets the start of the curve. 1.5 Junk height sets the end of the curve which is fixed to the midpoint of a circle.

Midpoint of circle.

Margins 1 Junk width left and right of the media edge sets the margins. Bottom 0.5 Junk sets the bottom border above which Terms and Conditions sit (marked as â&#x20AC;&#x2DC;Xâ&#x20AC;&#x2122;). If more space is required for the Terms and Conditions, adjust upwards accordingly. There is no need to include company registration number in printed communication materials (see pg. 70)

Horizontal format

} X Exception: Horizontal format lesser than 1:2 ratio (eg HPFC) is permitted to use the vertical format curve frame.

ELEMENTS OF THE GRID

Simply Spot On Icon The spotâ&#x20AC;&#x2122;s circular shape is inspired by the OCBC junk symbol. The design of having two circular shapes is a representation of our brand promise. To be Simply Spot On for our customers (represented by the larger spot), we need to be focused and sharp in our understanding of their needs (represented by the smaller spot). These two principles are always intertwined. Hence the placement of the two shapes next to each other. Master Icon To be applied in all main communication materials. Any other exceptions will need to be approved by Group Brand and Communications (GBC) via the lead creative agency.

Master icon

Secondary Icon The secondary logo is applied in marketing premises where there is insufficient space to include OCBC logo & master icon:

Tap into trade finance on the go. ocbc.com/tradevelocity

Any other exceptions will need to be approved by Group Brand and Communications (GBC) via the lead creative agency.

GTB-008-18 Trade-EZ link-FA4.indd 1

14/11/18 4:52 PM

Secondary icon

ELEMENTS OF THE GRID

Simply Spot On Icon Size / Position Size Once the size of the Brandmark has been fixed, the size of the Simply Spot On Icon can be determined. The Simply Spot On Icon should be kept at 180% of the Junk.

Vertical format

Position Always placed at the top-right corner of the media, with its height centralised with the Brandmark.

Height = 180% of Junk

Horizontal format

ELEMENTS OF THE GRID

Secondary Information Area Vertical

Information should always be left aligned. Maximum »» 50% of the height of the media space. Minimum »» 10% of the height of the media space.

Maximum Height (50%)

Minimum Height (10%)

Exception: Secondary information space for Merchant ads are set at a minimum of 40% of the height of the media space.

ELEMENTS OF THE GRID

Secondary Information Area Horizontal

Information should always be left aligned. Maximum

Horizontal format

»» 50% of the width of the media space. Minimum »» 3 Junk width from the left of the media space.

Maximum Height (50%)

Minimum Width (3 Junk width)

Maximum Width (50%)

ELEMENTS OF THE GRID

Secondary Information Area Clear Space

Maintain 0.5 â&#x20AC;&#x201C; 1 Junk space from the image to the secondary information.

0.5 Junk clearance space

ELEMENTS OF THE GRID

The Spot

Image-Led / Device-Led / Headline-Led The Spot is used for housing the headline in applications mentioned on page 43. Size The Spot should be stretched to its maximum, allowing for 1 Junk space from the top or sides. Position The Spot can be moved along the width or height of the background image, respecting the clear space rule. NOTE: There are exemptions determined by the media shape (e.g. The Straits Times [Strip], Today [Strip]) whereby The Spot is not required. This is approved on a case-by-case basis by Group Brand and Communications (GBC).

The Straits Times (Half Page) 270mm(H) x 327mm(W)

The Straits Times (Strip) 540mm(H) x 162mm(W)

Today (Strip) 330mm(H) x 93mm(W)

The Straits Times (Full Page) 540mm(H) x 327mm(W)

Today (Full Page) 330mm(H) x 261mm(W)

ELEMENTS OF THE GRID

The Spot

Placement of headlines in executions without The Spot Headlines that are not housed within The Spot, used in applications mentioned on page 43. 1. Thematic 2. Merchant-led - In a multi-merchant-led ad, image space becomes the secondary information space and is 5K in colour.

The Straits Times (Half Page) 270mm(H) x 327mm(W)

The Straits Times (Strip) 540mm(H) x 162mm(W)

Today (Strip) 330mm(H) x 93mm(W)

The Straits Times (Full Page) 540mm(H) x 327mm(W)

Today (Full Page) 330mm(H) x 261mm(W)

ELEMENTS OF THE GRID

The Spot

Take-One (Brochure) The Spot is the primary vehicle for housing the headline. Size

PRODUCT NAME

The Spot should be stretched to its maximum, allowing for 1 Junk space from the sides. Position The Spot can be moved along the height of the background image, respecting the clear space rule. Curve 5 Junk height sets the start of the curve. 2.5 Junk height sets the end of the curve which is fixed to the midpoint of a circle.

The Spot can be moved along the height of the background image, respecting the clear space rule.

Brandmark The OCBC Brandmark should be positioned at the top left corner using 2 Junk clear space from the top, and 1 Junk from the left. Product name Product name is positioned at the top left corner, aligned with the bottom of the first Junk, in Geomanist font, upper case, Medium, 11 pt, 85k. Partner logo Partner logo is positioned bottom right using 1 Junk clear space.

In partnership with:

ELEMENTS OF THE GRID

The Spot Type Of Effect Colour

The Spot is 0C 0Y 0M 0K and is set at 80 - 90% opacity, never solid. The opacity is adjusted for clarity depending on the exposure of the background image.

Goals for your childâ&#x20AC;&#x2122;s future. Kept on track annually. Simply Spot On.

ocbc.com/SimplySpotOn GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1

Writer:

Designer / FA:

Account Servicing:

7/11/18 5:02 PM

Date & Time: November 7, 2018 5:02 PM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Release o Izlin:

Justina:

ELEMENTS OF THE GRID

Typography Font / Colour / Size A. Headline »» Geomanist font, sentence case, Medium, 85K. »» Letter is 50 - 150% Junk height, maximum 2 font sizes. »» Leading is same as font pt. B. Body copy

»» Geomanist font, sentence case, maximum 2 font weights – Regular and Medium, 85K. »» Letter is 25 - 45% of Junk height.

Offering the right advice. By understanding you. Simply Spot On.

»» Maximum 3 font sizes. C. Call-outs / merchant offers (optional) »» Geomanist font, sentence case, maximum 2 font weights – Regular and Medium, 85K. »» 30 - 60% of body copy pt size, maximum 2 font sizes. D. Product name (when not part of body copy) »» Geomanist font, title case, Regular, 85K. »» 25% Junk height E. Product pillars

»» Geomanist font, title case, Regular, 85K. »» 20% Junk height F. URL

»» Geomanist font, lower case, Medium, 85K.

For decades, OCBC Bank has always made it a point to truly understand you. So we can anticipate your needs and provide the right financial advice. This is our promise – to be Simply Spot On. Call-Out / Merchant Offer Call-Out / Merchant Offer Description

»» 25% Junk height

G. T&Cs

Pillars | Pillars | Pillars

ocbc.com/loremipsum

»» Geomanist font, sentence case, maximum 2 font weights – Regular and Medium, 85K. »» Press Ad Full Page or Half Page: 8pt »» DL: 6pt

OCBC Product Name

Terms and Conditions: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

»» All investment product advertisements have specific T&C font size guidelines. Refer to page 69 for more details.

ELEMENTS OF THE GRID

Headline

Setting The Headline »» Geomanist font, sentence case, Medium, 85K. »» Maximum letter height: 150% Junk height. »» Minimum letter height: 50% Junk height.

Wealth insights. In your hands. Simply Spot On.

»» Maximum 2 font sizes. »» Left justified »» Leading same as font pt. »» Headline can be moved around The Spot, keeping a minimum 1 Junk clear space around.

Offering the right advice. By understanding you. Simply Spot On.

Exception: This is not allowed for headline-led ads as the headline should be the central focus in such ads.

ELEMENTS OF THE GRID

Body Copy

Vertical – Setting The Body Copy »» Geomanist font, sentence case, maximum 2 font weights – Regular and Medium, 85K. »» Left justified. »» Maximum letter height: 45% Junk height. »» Minimum letter height: 25% Junk height. »» Maximum 3 font sizes.

45% Junk height

Lorem ipsum dolor sit amet, consectetur adipiscing.

25% Junk height

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

ELEMENTS OF THE GRID

Body Copy

Horizontal – Setting The Body Copy »» Geomanist font, sentence case, maximum 2 font weights – Regular and Medium, 85K. »» Left justified. »» Maximum letter height: 45% Junk height. »» Minimum letter height: 25% Junk height. »» Maximum 3 font sizes.

45% Junk letter height

Lorem ipsum dolor sit amet, consectetur.

25% Junk letter height

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt.

ELEMENTS OF THE GRID

Call-Outs

Vertical – Position / Size »» Geomanist font, sentence case, maximum 2 font weights – Medium and Regular, 85K. »» Left justified. »» Size is 30-60% of body copy pt size. »» Maximum 2 font sizes.

OCBC RoboInvest, powered by WeInvest. Singapore’s first automated investment platform by a bank. Just start. We’ll take care of the rest.

Clear space

Easy to start Choose from a selection of 28 thematic portfolios of ETFs and equities.

»» 0.5 - 1 junk space from the top and bottom of the call-outs.

Hassle-free Optimise returns with automated rebalancing, with your approval.

Low initial investment Start investing with as little as S$3,500.

ocbc.com/roboinvest

Do-not

ELEMENTS OF THE GRID

Call-Outs

Horizontal – Position / Size »» Geomanist font, sentence case, maximum 2 font weights – Medium and Regular, 85K. »» Left justified. »» Size is 30 - 60% of body copy pt size. »» Maximum 2 font sizes.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud. $

Salary Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Spend Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Savings Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Wealth Lorem ipsum dolor sit amet, consectetur adipiscing elit.

ocbc.com/lorem

ELEMENTS OF THE GRID

Red Band

Vertical â&#x20AC;&#x201C; Position / Colour / Size The Red Band is a secondary brand identifier. Position Always positioned as a lock up with the URL with 25% Junk clear space in between. Colour OCBC Red.

For newsprint, use 100M 80Y. Size To ensure consistency, the Red Band must always appear proportionate to the OCBC logo.

ocbc.com/lorem

To achieve this, the height of the red band must be equal to 5% Junk height. Width of the red band will be determined by the width of the media space with 1 Junk clear space on both sides.

ELEMENTS OF THE GRID

Red Band

Horizontal â&#x20AC;&#x201C; Position / Colour / Size The Red Band is a secondary brand identifier. Position Always positioned as a lock up with the URL with 25% Junk clear space in between. Colour OCBC Red. For newsprint, use 100M 80Y. Size To ensure consistency, the Red Band must always appear proportionate to the OCBC logo. To achieve this, the height of the red band must be equal to 5% Junk height.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

Width of the red band will be determined by the width of the secondary information space with 1 Junk clear space on the left and 0.5 - 1 Junk clear space on the right.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

ocbc.com/lorem

OCBC 360 Account

Salary | Savings | Wealth

ocbc.com/lorem

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Salary Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Spend Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Savings Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Wealth Lorem ipsum dolor sit amet, consectetur adipiscing elit.

ocbc.com/lorem

ELEMENTS OF THE GRID

URL

Vertical – Size / Position / Clear Space Size »» 25% Junk height or 6pt, whichever is larger. Position »» Always positioned below the Red Band with 25% Junk clear space. »» Right aligned to the Red Band

Clear space »» 0.5 Junk space to the bottom of the media space. »» 1 Junk space on the left and right sides. URL

ocbc.com/360

»» URL should only be a link and not part of a sentence.

ELEMENTS OF THE GRID

URL

Horizontal – Size / Position / Clear Space Size »» 25% Junk height (if this makes pt size larger than body copy, use 6pt). Position »» Always positioned below the Red Band with 25% Junk clear space. »» Left aligned to the Red Band

Lorem ipsum dolor sit amet, consectetur adipi scing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud. ocbc.com/lorem

Clear space »» Minimum 0.5 Junk space to the bottom of the media space. »» 1 Junk space on the left side. URL »» URL should only be a link and not within a sentence structure.

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Salary Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Spend Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Savings Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Wealth Lorem ipsum dolor sit amet, consectetur adipiscing elit.

ocbc.com/lorem

ELEMENTS OF THE GRID

Product Name Vertical â&#x20AC;&#x201C; Position / Size Position

A. Above the Red Band, right aligned, when used with product pillars B. Start of the body copy, when there are no product pillars. NOTE: There will be no instance where the product name will be repeated at both position. Size A. To ensure consistency, the product name always appears proportionate to the OCBC logo. To achieve this, the height of the product name is equal to 25% Junk height. Pillars will be 20% Junk height. Leading will be auto.

OCBC 360 Account

Salary | Savings | Wealth

B. Same as the body copy.

ocbc.com/360

Product name A. Geomanist font, title case, Regular, 85K. B. Geomanist font, title case, Medium, 85K.

Clear space A. 25% Junk height between Red Band.

OCBC 360 Account. Consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

ocbc.com/360

Exception:

For Business Banking, Product Name is positioned above the Red Band, right aligned, regardless of whether there are product pillars.

ELEMENTS OF THE GRID

Product Name Horizontal â&#x20AC;&#x201C; Position / Size Position A Above the Red Band, left aligned, when used with product pillars B. Start of the body copy, when there are no product pillars. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud.

NOTE: There will be no instance where the product name will be repeated at both position. Size

OCBC 360 Account

A. To ensure consistency, the product name always appears proportionate to the OCBC logo. To achieve this, the height of the product name is equal to 25% Junk height. Pillars will be 20% Junk height

ocbc.com/lorem

Salary | Savings | Wealth

B. Same as the body copy. Product name

A. Geomanist font, title case, Regular, 85K. B. Geomanist font, title case, Medium, 85K.

OCBC 360 Account. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam quis nostrud. $

Salary Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Spend Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Savings Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Wealth Lorem ipsum dolor sit amet, consectetur adipiscing elit.

ocbc.com/lorem

Exception: For Business Banking, Product Name is positioned above the Red Band, right aligned, regardless of whether there are product pillars.

ELEMENTS OF THE GRID

Terms And Conditions (T&Cs) Unless specified, the default positioning of Terms & Conditions (T&Cs) is at the very end of the communication. Ideally and whenever possible (especially for multi-page BTL work), the T&Cs should be placed on the last page by themselves.

Terms and Conditions (OCBC Easi-Pay Bill Payment Service)

T&Cs should be consolidated in one area. Title Weight : Medium Colour : 85K Case : Sentence case Body copy Size : Default is 8pt Weight : Regular Colour : 85K Case : Sentence case Justification Avoid justification where large gaps between words become visible. Symbols Symbols can be used as markers in place of numbers. Superscript Avoid in T&Cs as superscript does not work in small font sizes. Footnotes Footnotes should be grouped together with T&Cs, with the former leading. Text formatting follows that of T&Cs.

Paragraph style T&Cs can be formatted in two different styles: A. Run-on style (default Apply this compact style when not dealing with excessive paragraphs and/or faced with space constraints. Size : As with body copy Weight : Regular Colour : 85K B. Indented style Allows for numbered, indented paragraphs. Suitable for when there are excessive T&Cs and a run-on style would be too heavy and reader unfriendly. Minimum Sizes for Non-Investment Products: FPFC Press Ad : 8pt HPFC Press Ad : 8pt A1 Poster : 14.5pt DL : 6pt For all collaterals to be published or used in Malaysia, minimum font size is 8pt.

Minimum Sizes for Investment Products: FPFC Press Ad : 10pt HPFC Press Ad : 10pt A1 Poster : 14.5pt DL : 10pt For Investment products under MAS regulation: Requires minimum 10pt for T&Cs and 14pt for superscript. Information presented in any T&Cs shall be in a font size at least half the font size of the word or statement to which the T&C relates. All product advertisements shall contain the following statement – This advertisement has not been reviewed by the Monetary Authority of Singapore.

1. You warrant that the information you have provided is true and, by signing on this form, you hereby authorise Oversea-Chinese Banking Corporation Limited (“OCBC”) to disclose any of your account details to the relevant merchants as may be necessary to facilitate your participation Run-on T&Cs example in this service. 2. Your OCBC Credit Card must be in good standing and must remain valid for the monthly bills to be charged successfully. Terms and Conditions: 1. All Supplementary Cards will be included for SmartChange. 3. The following cards to areCard excluded from this service;byOCBC Corporate Cards, OCBC Private Label SmartChange extends Transactions incurred Supplementary Cardmembers Cards and all OCBC EasiCards. and cannot be excluded from SmartChange. 2. Except Cash Advance, Balance Transfers, 4. Please allow at leastany six (6) weeks for and the processing of charges. your application for this service and/ Cashwise transactions, fees, interest late payment 3. 100% matching is or application paymentsubject with any applicable to the for firstbill 3 months, to amerchant. maximum of S$188 only. From the 4th month onwards, will continue to match your spare 4.88%. 4. Spending will 5. Please we continue to pay your merchants until change you seeatthe amount reflectedRebate on your monthly replace earning OCBC$. OCBCthe Credit Cardofstatement. 6. All applications are subject to the approval from the relevant merchants. OCBC will not notify customers of their application status. 7. It is important that your account name with the relevant merchant is the same as your NRIC. Indented T&Cs example OCBC Easi-Pay is strictly for first party application except SPH.

8. In the event that your OCBC Credit Cards are cancelled or replaced, this service with your merchants will terminate and you should make alternative payment arrangements with your relevant merchants. OCBC shall not be obliged to give instructions on your behalf to terminate the service with the relevant merchant unless and until OCBC receives from you all such information, documents, forms, notices and instruments whatsoever which it may require at its sole and absolute discretion. 9. If your existing account with your merchants is paid by GIRO, the GIRO payment arrangement will be terminated once this service is effected. 10. Should you wish to terminate this service, you may contact the relevant merchants directly or authorise OCBC to give instructions on your behalf to the relevant merchant. 11. Please contact the relevant merchants to make alternative payment arrangements should you wish to terminate this service. 12. If any payment charged to your OCBC Credit Card is unsuccessful for any reason whatsoever, you will be responsible for arranging for payments to be made to your merchant by other means. 13. OCBC shall not be liable for any loss, expenses, delays, mistakes, neglect or omission in the transmission of payment under this service or for any unsuccessful payment. 14. OCBC is requested and authorised (but is not obliged) to rely upon and act in accordance with any communication or instructions which may from time to time be or purport to be given by telephone by you to terminate this service and/or the bill payment with any merchant. You consent to OCBC’s recording your telephone conversations with OCBC to provide a record of such instructions. You shall accept full responsibility for all telephone instructions given to or received by OCBC whether such telephone instructions were given by you or purported to be given by you. OCBC shall not be liable for any losses, damages, expenses, claims or liabilities suffered by you as a result of OCBC acting upon telephone instructions so long as the person communicating any such telephone instructions to OCBC appear on verification to be or purport to be you or of any malfunction of the telephone systems and machines or any discrepancies or errors in the instructions or messages. 15. In consideration of OCBC acting on your telephone instructions as set out in Clause 14 of Important Note: these Terms and Conditions, you shall indemnify OCBC in full against all demands, claims, For all collaterals be published or used in damages, costs and expenses incurred or sustained by liabilities, to losses, actions, proceedings, Malaysia,OCBC minimum size is 8pt. of whatever nature and howsoever arising, out of or in connection with any such telephone instructions or communication or the acting upon or carrying out of any such telephone instructions or communication or the taking of steps in connection with or in reliance upon any such telephone instructions or communication and you shall reimburse OCBC any sums on demand. 16. OCBC reserves the right to amend these Terms and Conditions without notice and reject or decline any application in its sole discretion without giving any reasons. 69 17. These terms and conditions shall be governed by the laws of Singapore. A person who is not a party to these terms and conditions has no right under the Contracts (Rights of Third Parties)

ELEMENTS OF THE GRID

Company Registration Number Co. Reg. No.: 193200032W Requirement The registration of a company shall appear in a legible form on all business letters, statements of account, invoices, official notices and publications of or purporting to be issued or signed by or on behalf of the company. Applicability of guidelines The guidelines apply to OCBC Bank as well as all subsidiaries of the Bank, which would have their respective company registration numbers. They do not apply to subsidiaries not incorporated in Singapore e.g. PT Bank OCBC Indonesia.

Materials that would need to incorporate the company registration numbers would include: »» Official notices publications of or purporting to be issued or signed by or on behalf of the company »» Business Letters »» All corporate publications (e.g. Annual Report, newsletters) »» Application Forms – physical forms as well as internet downloadable forms »» Fact sheets and term sheets issued to clients »» Stationery, including letter heads, complimentary slips, envelopes*

Exempted collateral

»» Radio Commercials

Application guidelines

As confirmed by the Legal team, there are exceptions. The company registration number need not be incorporated in the following materials:

»» Internet Websites

»» For single page collateral (e.g. complimentary slips), the registration number will be indicated on the same page.

»» All marketing collateral (such as print ads, take-ones, direct mailers, promotional inserts, sales brochures, placemats, digital banners and outdoor/ portable posters) »» Cheque Books »» ATM Cards »» Passbooks »» Name Cards »» Credit Cards »» Log Sheets

Affected collateral

»» Transaction Forms

This applies broadly to most external communications materials that are likely to be received by members of the public (including customers) or will be taken out of the Bank’s premises.

»» Premiums

»» Invoices

»» Parking Coupons

»» Statements

»» Rubber Stamps / Stickers

»» Prospectus

»» Legal / Security Seals

»» Printed T&Cs

»» Corporate Signatures

*There are envelopes that do not carry any indication of OCBC Bank (for security reasons). These do not need to reflect the company registration number.

»» Purchase / Delivery Orders »» Work Order Agreements »» Contracts »» Shopping Vouchers »» Receipts »» TV Commercials

»» ATMs »» Posters within OCBC Bank Branches »» Bills of Exchange »» Promissory Notes »» Endorsements »» Orders »» Letters of credit issued by or purporting to be issued by or on behalf of the company Placement of registration number »» By default, the registration text shall be placed horizontally on the bottomleft corner of all affected collateral. There should be a margin of 5mm horizontally and vertically. When there is a space constraint, it can be positioned vertically. »» The Company Registration Number must NOT DETRACT from the message of communication. »» This placement also ensures that it doesn’t interfere with the logo or the visual area. »» The font size is 5pt.

»» For envelopes, it will always be on the front section of the envelope. »» For multiple page collateral, the registration number will be on the last page of the English / Chinese copy. »» If the collateral is bilingual, the registration number will be indicated on the last page of the English / Chinese copy. »» For letterheads, the company registration number will only be indicated on the first page and not on the continuing sheets, as this would involve an extra colour in the printing process and therefore higher printing costs. Overseas branches »» For overseas branches, the following text – Incorporated in Singapore Co. Reg. No.: (registration no. in that country) – should be in the same placement position.

ELEMENTS OF THE GRID

OCBC Cards Lock-Up

Default

Cards can appear in groups of A) three; or B) five, with the chosen cardmember tagline above. The optimum size of the cards lock-up is between 0.75X â&#x20AC;&#x201C; 1.5X (X = Junk height).

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

For product launches, the cards can appear up to 3X. The cards lock-up should always appear above the Red Band (25% Junk clear space in between) and at the bottom right of the media.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS B

When merchant offers are not exclusive PRIVILEGES FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

PRIVILEGES FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Note: Card faces may vary depending on promotion and markets.

ELEMENTS OF THE GRID

Mobile Wallet Lock-Up Overview

The mobile wallet lock-up comprises of the 3 mobile wallet service providers, namely Android Pay, Apple Pay and Samsung Pay.

Lock-up

Position The mobile wallet lock-up, when used, would always appear above the Red Band (25% Junk clear space in between) and at the bottom of the media, either after the cards lock-up or beneath it, depending on the media dimensions. Size Size of the mobile wallet lock-up is equal to that of the cards lock-up used.

Horizontal EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

NOTE: The mobile lock-up must be used as is and cannot be split or individually resized. When to use This is used only when the featured merchants are able to support mobile payment. Consult the BU when in doubt. Stacked EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

ELEMENTS OF THE GRID

QR Code / Device Size / Position QR Code Size Minimum: 2cm. Position Placed 50% Junk height above the Red Band, right aligned. Device Size Maximum height: 3 Junk. Position Placed 50% Junk height above the Red Band, right aligned.

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ocbc.com/lorem

ELEMENTS OF THE GRID

Logos

Sub-Brand Logos Size Maximum height: 1X (X is equal to the Junk height). Position Sub-brand logos must be placed in the secondary information space, beside the body copy, top right aligned.

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ocbc.com/lorem

Speak to our Business Banking Managers today. ELEMENTS OF THE GRID

Logos

Awards Logos Award logos

Enlarged view of Awards Listing

A. No more than 5 awards are to be featured in any one piece of marketing material. B. Use a column format if needed. Then use a keyline divider for multiple awards to separate and create clear space. C. Award logos should appear max. of 1X (X = Junk height). To be positioned bottom left aligned, 25% Junk clear space above the Red Band.

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

Listings

Alpha Southeast Asia – 2010, 2011, 2013

Title: Medium Body: Regular Colour: 85K

Co.Reg.No.:196600262R

Award titles » Award title and descriptor to be in title case. Only the award title is in Bold. » To be positioned left aligned, 1 Junk clear space above the Product Name.

R E YOU REALISH AMBITIONS GROWTOCBC BANK WITH

R E YOU REALISH AMBITIONS R E YOU RONWS T CBC BANK REALISH AMBITGIO WITH O T W O R BANK G C B C O WITH

R E YOU REALISH AMBITIONS GROWTOCBC BANK WITH

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore.

Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore.

est, conetur magnam, ut parum fugias dior am, ut laudae Lupti autatiis eum quibus ut nam faceprore. est, conetur magnam, ut parum fugias dior am,Speak ut to our Business Banklaudae nam faceprore. ing Managers today.

Speak to our Business Banking Managers today.

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Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

Best SME Banking

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Alpha Southeast Asia – 2010, 2011, 2013

Co.Reg.No.:196600262R

Alpha Southeast Asia – 2010, 2011, 2013

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013 Alpha Southeast Asia – 2010, 2011, 2013

ASEAN SME Bank of the Year

Best SME Bank in Singapore

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

Co.Reg.No.:196600262R

Alpha Southeast Asia – 2010, 2011, 2013

Co.Reg.No.:196600262R

OCBC Business Banking

ocbc.com/businessbanking

1x C

ELEMENTS OF THE GRID

Logos

Partner Relationship OCBC works with a multitude of other brands across various business units. Depending on the commercial arrangement, each partnership with a merchant, joint venture partner or affiliated association is an opportunity to strengthen the OCBC Brand. Who is paying, where the brand presence is appearing and what makes best sense from the consumersâ&#x20AC;&#x2122; perspective, all have a part to play in the way co-branded marketing materials are presented. On the right is the framework to ensure the integrity of the OCBC brand is always protected and its equity optimised whenever working with third party partners.

Partner relationship matrix

Type

Description

Size

OCBC as Driving partner

Partner or merchant must use the OCBC grid.

Partner logo should appear to be visually half the size of the OCBC Bank logo.

OCBC as Equal partner

Partner or merchant must use the OCBC grid.

OCBC as Secondary partner

OCBC must integrate into the partner/merchantâ&#x20AC;&#x2122;s grid.

See pg. 75 for examples.

OCBC Bank and partner logo should appear to be visually the same size. OCBC Bank logo should appear to be visually half the size of the partner logo.

OCBC as driving partner Partner logo should appear to be visually (not technically accurate) half the size of the OCBC Bank logo.

OCBC as equal partner OCBC Bank and partner logo should appear to be visually (not technically accurate) the same size.

ELEMENTS OF THE GRID

Logos

Partner Relationship Size OCBC as driving partner A. Partner logo should appear to be visually (not technically accurate) half the size of the Brandmark. OCBC as equal partner B. The Brandmark and partner logo should appear to be visually (not technically accurate) the same size.

1-for-1 deals. Allllllllllll day.

Position Partner logos must be placed in the secondary information space, bottom left aligned, above the Red Band (25% Junk clear space in between).

Bali Thai 1-for-1 Tom Yum Soup

Penang Culture 1-for-1 Assam Laksa

Valid with a min. of S$40 spent, limited to 1 redemption per bill.

Valid on weekdays only.

Peach Garden Restaurants 1-for-1 OCBC 5-course Set Dinner

Tampopo 1-for-1 Bluefin Chutoro Sashimi

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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolor, EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Offer is valid until 30 June 2017. Plus, receive a S$10 return voucher with any amount spent all year round.

ocbc.com/caltex

Valid with every S$50 spent on weekdays only.

Valid at Changi Airport T2, OCBC Centre, Orchid Country Club, NTU and Thomson Plaza, except on 12 and 13 May 2018.

The Manhattan Fish Market 1-for-1 Feeesh â&#x20AC;&#x2DC;N Cheeese Valid with every S$50 spent at all outlets except Changi Airport T1.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Terms and Conditions apply. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U. Valid until 31 May 2018. All offers are not valid on eve of and public holidays, except Peach Garden Restaurants.

ocbc.com/dining

Get extra cash with affordable regular monthly instalments8 Loan Tenure/ Loan Amount

ELEMENTS OF THE GRID

Visual Data Charts And Diagrams Charts and diagrams

Use of graphic representations rather than copy helps to break up the layout to enable better comprehension of the information and present a more tailored communication piece to the consumer.

Secondary visuals are permitted as they add visual interest. Footnotes can be within or outside of the table, depending on space available or whichever is neater. For example, in the case of a graph, footnotes are best left outside so as not to distract when placed in proximity to the graph’s x-axis. C. Simple promotional figures can be enlarged to create interest. D. A simple pie chart can be used to convey data as opposed to a regular table.

3 years

4 years

5 years

S$4,500

S$406

S$218

S$156

S$125

S$107

S$10,000

S$903

S$485

S$347

S$278

S$238

S$1,800

S$7,200

Monthly Repayment o

S$150

S$600

A One-Time Fee

S$63

S$252

Loan Amount

OCBC 365 Colour in typography

New furniture for your home

Using colour to differentiate, and secondary visuals.

Here’s how much you can save with a 6-month tenure

CREDIT CARD

Outstanding Credit Card Bills

IT’SS$612 CASHBACK S$720 TIME o

ALLS$108 YEAR ROUND.

A. Minimal use of colour typography in diagrams is permitted.

Sometimes it is useful to house the charts or diagrams in a box as it separates and confines the visual data, from the rest of the body copy.

2 years

SAVINGS OF

Do’s

B. Separate the hierarchy of the information with the help of accent colours.

1 year

Getting your child a laptop

Here are examples of how it works: Interest Payable without Balance Transfer

0.90

58.10 You pay

Spending Rebate

Total Savings

59.00

OCBC 365 Credit Card. For cashback on all your daily spend.

0.23

2.03

You save

Purchase price

Spare Change

419.30

SmartChange Reward

You pay

Spending Rebate

Total Savings

Key offers

6% 3% 18.3%

price

SmartChange RewardS$510

Total Savings

o Figures have been simplified for illustration purposes.

S$600

You save

Purchase One-time Fee at 1.8% with Balance Transfer Spare Change S$90

Other banks’ credit cards @ 24% p.a.

EasiCredit Balance Transfer @ 0% p.a.4 with 1.8% fee

S$5,000

420.00

Weekend dining

0.70 0.70

1.67

3.07

Figures are GST. Figures are for forillustrative illustrative purposes purposesonly onlyand andexclude exclude GST. savings may Actual savings may differ differfrom fromthis thisillustration. illustration.

Online spending

Pie chart

Lorem ipsum

UP TO

Dolor sit

Fuel savings

18%

22% Dolor sit

23% ?

45%

En Roraima

Protect against card theft or loss ELEMENTS OF THE GRID

If your card is stolen or lost, contact us immediately at 1800 363 3333 and you will only be liable for up to S$100.

Visual Data Tables

Graphic representation of data not only simplifies the information being presented, it also adds interest to better engage the reader.

CHECK IN FOR YOUR GIFT NOW* A

20” FRANK Luggage

20 Titanium Luggage

Sure-Win Lucky Dip

Use this guide to help maintain a fresh, modern and consistent ” look across all communications. Do’s

Two tables in one highlight box

EasiCredit

1. Flexible Repayments (Balance Transfer) Enjoy cash at 0% p.a.4 (EIR 3.87% p.a.) for 6 months with a one-time fee of 1.8% and take whatever time you need to repay with any amount monthly.

Enjoy these benefits with EasiCredit

A. Make use of theMin. accentspend colours of andS$500 combinationsMin. to helpspend prioritise and differentiate data.

(Limited Edition)

Receive up to 6X your monthly income1.

S$720

o Figures have been simplified for illustration purposes.

Pay interest only on your outstanding amount at the end of each month.

Get cash at 0% p.a. (EIR: 6.60% p.a.) for 12 months with a one-time fee of 3.5% and gain better control over your finances with fixed monthly repayments.

S$4,500 house S$406 S$218 S$156 table S$125 S$107 Where appropriate, the corresponding subhead within the table container itself, so that it doesn’t get lost S$10,000 S$903copy. S$485 S$347 S$278 S$238 amongst the rest of the body

1.1 For customers with annual income of S$30,000 – S$119,999, or S$120,000 and above your maximum total credit limit with OCBC Bank would be up to four times, or six times your monthly income respectively. The maximum credit limit is a shared limit with all Unsecured Credit Facilities with OCBC. For customers with annual income between S$20,000 and S$29,999, your maximum credit limit will be up to two times your monthly income.

Monthly Repayment o

S$7,200

S$150

S$600

Same-day approval6 at branches.

A One-Time Fee

S$63

S$252

Figures have been simplified and rounded up to the nearest dollar for illustration purposes only.

y Enjo

Only

S$63

S$200

Your OCBC Robinsons Visa Card

S$300

pay

e! mor

12 months

S$400

Processing Fee$

Supplementary Card

Outstanding Credit Card Bills

joy

Interest Payable

Total

S 900

Premium

S$0.40/S$100 x S$900 = S$3.60

S$360

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S$108

24 months

S$5,000

S$0

Balance Transfer

Cash-On-Instalments

(Flexible monthly repayment)

(Fixed monthly repayment)

6 months

24 months

S$600

Other Bank’s Credit Card Interest Rate @ 24% p.a.

S$540

S$1,200

Interest payable

S$0

One-time Fee at 1.8% with Balance Transfer All payments are debited directly from your

Savings

S$0

S$90

One-time Processing Fee

S$250

S$950

79%gs savin

S$4,800 S$0

S$4,100

85%gs savin

Total Savings

Other banks’ credit cards @ 24% p.a.

S$903

S$485

S$347

S$278

S$238

Min. spend of S$4,800 OCBC 365

Credit Card

6% CASHBACK ON WEEKEND DINING

OCBC PLU S!

S$510

statement for easier accounting.

Easy access to

Enjoy the convenience of MasterCard and NETS transactions. Plus, withdraw cash from

Protect against card theft or loss

If your card is stolen or lost, contact us immediately at 1800 363 3333 and you will only be liable for up to S$100.

Credit Card

REBATES AT FAIRPRICE & UNITY

it Card

2.5 MILES HERE AND OVERSEAS

8 Instalment amounts are calculated based on a regular instalment payment option with 15% 8. p.a. applied interest rate. Figures are simplified for illustration purposes and include a processing fee of S$150 or 1.5% of the approved loan amount, whichever is higher, for the category of Annual Income of S$30,000 and above.

Co.Reg.No.: 193200032W

Card Type

Monthly Outstanding Balance on Statement

Your OCBC Titanium Card

S$200

Your OCBC Robinsons Visa Card

S$300

Your OCBC Robinsons Visa Supplementary Card

S$400

S$700

business account. Card transactions are simplified for illustration purposes and are based on minimum/ Ease of Figures have been Figures have been simplified for illustration purposes and are based on minimum/required payments being made. reflected on a consolidated business account accounting required payments being made. #

S$10,000

WITH OCBC CARDS

For EasiCredit: Visit ocbc.com/EasiCredit or SMS <EasiCredit> to 72222

6.6 Same-day approval is available at OCBC Branches from Monday – Friday only. This is subject to submission of all mandatory documents as listed on the application form. Please allow up to three working days after loan approval for the funds to be disbursed to your designated OCBC account.

Repayment Period

S$720

S$107

nium Cred

S$252

Your OCBC Titanium Card

Figures have been simplified for illustration purposes and are based on minimum/ required payments being made.

SAVINGS OF

5 years

S$125

S$600

5.5 This offer is open to EasiCredit Accountholders with an annual income of S$30,000 and above. Term Loan Facility (Cash-On-Instalments) is subject to the Terms and Conditions Governing Term Loan (Cash-On-Instalments) Facility. See www.ocbc.com/easicredit_ImptNotesCOI.

Tenure S$0

S$540

4 years

S$156

OCBC Tita

S$360 S$0 Here’s how much with a 6-month tenure ths 0 you can saveYour mon OCBC Robinsons Visa S$18 12 more!

3 years

S$218

For ExtraCash Loan: Visit ocbc.com/ExtraCashLoan or SMS <ExtraCashLoan> to 72222

Single colour usage in table Monthly Outstanding Balance on Statement Enjoy S$6,000 CashWise Card forType24 months instead of Processing Fee Interest Payable 12 months, with just S$180 more in processing fee#

12 months

2 years

S$406

7.7 S$8 a day payment is calculated based on monthly instalments of S$238 on a 5-year tenure across 30 calendar days in a month.

A One-Time Fee

24 months

1 year

S$4,500

S$7,200

4 This offer is open to EasiCredit Accountholders with an annual income of S$30,000 and above. 4. EasiCredit Balance Transfer is subject to the Terms and Conditions Governing EasiCredit Balance Transfer Facility. See www.ocbc.com/easicredit_ImptNotesBT.

3 Please note that an inactive OCBC ATM card and cheque book will be sent upon approval of 3. the EasiCredit account. You are required to activate your ATM card for instant access to cash. For customers with an existing OCBC ATM card, the EasiCredit account will be tagged to your ATM card.

o Figures have been simplified for illustration purposes.

New furniture for your home

S$1,800

S$150

2 The annual fee of S$80 will be waived for the first year for customers with annual income of 2. S$30,000 – S$119,999 or S$120,000 and above. The annual fee of S$80 will be billed and debited from your EasiCredit account upon approval for customers with annual income between S$20,000 and S$29,999.

Tenure

Please refer to pg. 37 and 38 for OCBC accent colours

EasiCredit Balance Transfer @ 0% p.a.4 with 1.8% fee

Easy repayments into your OCBC Account.

Enjoy S$6,000 CashWise for 24 months instead of 12 months, with just S$180 more in processing fee#

»» Do not apply colours to any copy.

S$612

Getting your child a laptop

S$1,800

Loan Amount

Getting your New furniture Here’s how affordable your repayment over 12 months can be: child a laptop for your home

Easy access to cash via extensive ATM network3 in Singapore or with a personalised cheque.

Loan Amount

Do-nots

1 – 5 years instalment tenure.

2. Fixed Repayments (Cash-On-Instalments) 5

C. Vertical light can affordable be used regular to divide the instalments column when 8 Getgrey extralines cash with monthly the table is more complicated. Other than that, no vertical lines are preferred. This achieves a more 3modern appeal,5as Loan Tenure/ 1 year 2 years years 4 years years Loan demonstrated inAmount A and B.

Loan Tenure/ Loan Amount

Other banks’ credit cards @ 24% p.a.

EasiCredit Balance Transfer @ 0% p.a.4 with 1.8% fee

B. Tints of the chosen colour are permitted.

Min. spend of S$3,200

Min. spend of S$2,800 S$108

Get extra cash with affordable regular monthly instalments8

Receive up to 6X your monthly income1.

28” Titanium ACCESS MORE Luggage PRIVILEGES OCBC CARDS

Enjoy these benefits with ExtraCash Loan

Enjoy waiver of annual fee2 worth S$80 for your first year.

ExtraCash Loan is as affordable as just S$8 a day for a S$10,000 loan!

Taking up a loan is more affordable with ExtraCash Loan. You’ll find it easier to achieve any short- or long-term goals.

SAVINGS OF

S$612

24” Titanium Luggage

Enjoy life’s important moments with extra cash! Get the cash you need with the ease of fixed monthly instalment repayments.

Here’s how much you can save with a S$6,000 Balance Transfer over 6 months:

of S$2,400 1

ExtraCash Loan

Choose your preferred repayment option and enjoy promotional rates!

Enjoy the flexibility of repayment on what you use from your standby line of credit. What’s more, you can get cash in 3 minutes at any of our OCBC branches, Mondays to Sundays.

Total

S$900

Premium

S$0.40/S$100 x S$900 = S$3.60

1,100 ATMs island-wide or anyboxes. ATMs with your account Not all headers over need to be in the MasterCard or MEPS logo worldwide.

With your company logo prominently featured Brand Use of vertical lines, contained subhead on your card, your brand recognition increases recognition each time you use it.

Repayment Period Other Bank’s Credit Card Interest Rate @ 24% p.a.

CHECK IN FOR YOUR GIFT NOW*

20” Titanium Luggage

Sure-Win Lucky Dip

Min. spend of S$2,400

Min. spend of S$500

Ease of accounting

Get extra cash with affordable regular monthly instalments 8 Loan Tenure/ Loan Amount

1 year

2 years

3 years

4 years

5 years

S$4,500

S$406

S$218

S$156

S$125

S$107

S$10,000

S$903

S$485

S$347

S$278

S$238

Easy access to your account

SAVINGS OF

S$612

S$108

S$720

20” FRANK 28” Titanium 24” Titanium Luggage Luggage Luggage (Limited AllEdition) payments are debited directly from your Min. spend of S$3,200 Min. spend of S$4,800 Min. spend of S$2,800account. Card transactions are business reflected on a consolidated business account statement for easier accounting. Getting your child a laptop

New furniture for your home

S$1,800

S$7,200

Monthly Repayment o

S$150

S$600

A One-Time Fee

S$63

S$252

Loan Amount

Enjoy the convenience of MasterCard and NETS transactions. Plus, withdraw cash from over 1,100 ATMs island-wide or any ATMs with the MasterCard or MEPS logo worldwide.

Here’s how much you can save with a 6-month tenure

Outstanding Credit Card Bills

S$5,000

Interest Payable without Balance Transfer

S$600

One-time Fee at 1.8% with Balance Transfer

S$90

Interest payable One-time Processing Fee

Savings #

Balance Transfer

Cash-On-Instalments

(Flexible monthly repayment)

(Fixed monthly repayment)

6 months

24 months

S$1,200

S$4,800

S$0

S$250

S$700

S$950

79%gs savin

S$4,100

85%gs savin

Figures have been simplified for illustration purposes and are based on minimum/required payments being made.

ELEMENTS OF THE GRID

Visual Data Do-Nots Do-nots

A. Rounded corners should not exceed 1mm in setting. Over-rounded corners present an outdated look. Do not apply full colourblocking which will result in a heavy look. The OCBC red should not be used.

Transaction

Online Banking • Payment and transfers

Any amount

Information sheet on specified investment products NIL

Products

Change of transaction amount for alerts

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OCBC Securities

Starting from January 2012, the Monetary Authority of Singapore (MAS) has stipulated additional safeguards for retail investors who are keen in trading Specified Investment Products (SIPs) – a category of financial products that have structures, features and risks that are more complex and more difficult to be understood.

Dear Sir/Madam,

Products

Description

Exchange Traded Funds (“ETFs”)

Exchange Traded Funds (ETFs) are open-ended investment funds listed and traded intraday on a stock exchange. They aim to track the performance of an index and provide access to a wide variety of markets and asset classes. Examples of ETFs are SPDR GLD US$10, SPDR STI ETF, UOB SSE50 China etc.

Upon opening your corporate account, you will receive the items within the following days:

Working Days Chequebook

Exchange Traded Notes (“ETNs”)

Velocity@ocbc Internet Banking Digipass

Velocity@ocbc Digipass Pin No. (mailed separately)

Business Debit Card

10 Structured Warrants

In addition, here are some important numbers to remember for all fund transfer and remittance transactions: OCBC Bank Code

7339

OCBC Branch Code

First 3 digit of your account number

OCBC Bank Swift Code

OCBCSGSG

Intermediary Bank (for TT in USD)

JP Morgan Chase Bank, New York, USA

Yours sincerely,

Tan Chor Sen Head, Emerging Business OCBC Bank

A warrant is a derivative, issued by financial institutions, that gives the investor an option to buy or sell a stated number of shares of an underlying instrument at a specified price (exercise or strike price) within a specified time period. It is a leverage instrument which enables investors to participate in the price performance of an underlying asset at a fraction of its price. There are 2 types of warrants: calls and puts. Call warrants cater to bullish expectations as they allow investors to go “long” into the underlying asset. Conversely, put warrants enable investors to take bearish views or hedge against a fall in their stock positions. Example of a structured warrant is HSI21200MBeCW120901 which is a European call warrant on Hang Seng Index with strike of 21200, expiring on 1 Sep 2012.

Certificates

A certificate is an investment product issued by a third-party financial institution, offering investment opportunities based on different market themes and expectations. An example is a discount certificate which allows an investor to buy into the performance of an underlying asset at a discount to its actual price in return for a cap on the maximum potential gain and may be used to enhance yield in a flat market.

Futures (includes Extended Settlement Contracts)

A futures contract is an obligation to deliver or receive a standardised quantity/quality of an underlying product at an agreed price on a specified date in the future between twoparties on exchange. Futures contracts may be classified into the following product groups: Interest Rate and Financial Futures, Equity Indices, Metals, Energy and Commodities. The Extended Settlement (ES) contract is a futures contract traded on SGX-ST. An example of an ES contract is DBS.ES.1203, which is trading on DBS as an underlying.

Options

An option is a contract, which gives the buyer (holder) the right, but not the obligation, to buy or sell a specified quantity of the underlying assets, at a specific (strike) price on or before a specified time (expiration date). The underlying may be physical commodities such as wheat/ rice/ cotton/ gold/ oil or financial instruments like equity stocks/ stock index/ futures etc.

For enquiries, please do not hesitate to contact our Business Banking Commercial Service Centre at (65) 6538 1111 from 8.30am to 6.00pm (Monday – Friday). We look forward to serving you soon.

An Exchange-Traded Note (ETN) is an unsecured debt security issued by a third-party financial institution over a wide range of assets. Like an ETF, ETN returns are meant to track the performance of the underlying assets, such as an equity index, commodity price, currency exchange rate etc. However, unlike ETFs, ETNs are not backed by a pool of assets. If the ETN issuer defaults, investors may not be able to recover their investments. Hence, the ETN value depends on market factors as well as the credit rating of the issuer. Example of ETNs on SGX is Barclay’s iPath Commodity ETN.

Description

Exchange Traded Funds (“ETFs”)

Exchange Traded Notes (“ETNs”)

Structured Warrants

A warrant Starting is a derivative, issued by financial that gives the investor an option to buy or has stipulated additional safeguards for retail from January 2012,institutions, the Monetary Authority of Singapore (MAS) sell a stated number of shares of an underlying instrument at a specified price (exercise or strike price) investors who are keen in trading Specified Investment Products (SIPs) – a category of financial products that have within a specified time period. It is a leverage instrument which enables investors to participate in structures,offeatures andasset risksatthat are more complex and more difficult to be understood. the price performance an underlying a fraction of its price. There are 2 types of warrants: calls and puts. Call warrants cater to bullish expectations as they allow investors to go “long” into the underlying asset. Conversely, put warrants enable investors to take Products Description bearish views or hedge against a fall in their stock positions. Example of a structured warrantFunds is HSI21200MBeCW120901 which is aFunds European callare warrant on Exchange Traded (ETFs) open-ended investment funds listed and traded intraday on a Exchange Traded (“ETFs”) Hang Seng Index with strike of 21200, expiring on 1 Sep 2012. stock exchange. They aim to track the performance of an index and provide access to a wide variety of markets and asset classes. A certificate is an investment product issued by a third-party financial institution, investment Examples of ETFs are SPDR offering GLD US$10, SPDR STI ETF, UOB SSE50 China etc. opportunities based on different market themes and expectations. An example is Exchange a discountTraded certificate which allows an investor to buy into the performance an An Exchange-Traded Note (ETN) is anofunsecured debt security issued by a third-party financial Notes (“ETNs”) underlying asset at a discount to its actual price in return for a capover on the maximum gain institution a wide range ofpotential assets. Like an ETF, ETN returns are meant to track the performance and may be used to enhance yield in a flat market. of the underlying assets, such as an equity index, commodity price, currency exchange rate etc. However, unlike ETFs, ETNs are not backed by a pool of assets. If the ETN issuer defaults, investors not be able to recover their A futures contract is an obligation to deliver or receive amay standardised quantity/quality ofinvestments. an underlyingHence, the ETN value depends on market factors as well as the credit rating ofon theexchange. issuer. product at an agreed price on a specified date in the future between twoparties Examplegroups: of ETNsInterest on SGX Rate is Barclay’s iPath Commodity ETN. Futures contracts may be classified into the following product and Financial Futures, Equity Indices, Metals, Energy and Commodities. The Extended Structured SettlementWarrants (ES) contract is a futures contract traded SGX-ST. An example of an ESinstitutions, that gives the investor an option to buy or A warrant is aonderivative, issued by financial contract is DBS.ES.1203, which is trading on DBS as ansell underlying. a stated number of shares of an underlying instrument at a specified price (exercise or strike price) within a specified time period. It is a leverage instrument which enables investors to participate in of an underlying An option is a contract, which gives the buyer (holder) the the price right,performance but not the obligation, to buy asset or sellat a fraction of its price. a specified quantity of the underlying assets, at a specific (strike) before acalls specified timeCall warrants cater to bullish expectations as they allow There are 2price typeson ofor warrants: and puts. (expiration date). The underlying may be physical commodities wheat/ cotton/ gold/ oil Conversely, put warrants enable investors to take investors such to goas “long” intorice/ the underlying asset. or financial instruments like equity stocks/ stock index/ futures etc. or hedge against a fall in their stock positions. bearish views Example of a structured warrant is HSI21200MBeCW120901 which is a European call warrant on Hang Seng Index with strike of 21200, expiring on 1 Sep 2012.

Certificates

Information sheet on specified investment products

OCBC Securities

Update of contact details via ATM or Online Banking ^

Thank you for choosing OCBC Bank.

A ‘rainbow’ of colours should never dominate the communication.

Any amount S$1,000 and above

S$1,000 and above

Activation/Deactivation of overseas ATM cash withdrawal feature

Alternate grey bars are allowed in forms only, and applicable to the simplest data presented.

Double check

S$1,000 and above

Activation of new/replacement credit or debit card

Exception

D. Do not readily exploit accent colours (including tinted down versions) as “background” colours.

Account Debit* • NETS purchase

B. Do not apply alternate grey or colour bars in tables.

C. Do not apply accent colours on text or dividing lines in tables, nor as box highlights or background fillers.

Amount

ATM • Local ATM withdrawal, top-up and funds transfer • Overseas ATM withdrawal • Other financial transactions

Futures (includes Extended Settlement Contracts)

Options

Information sheet on specified investment products

What is Futures Trading?

Certificates

OCBC Securities

A certificate is an investment product issued by a third-party financial institution, offering investment

opportunities based on different market themes and expectations. A futures contract is an obligation to deliver or receive a standardised quantity/quality of an underlying product at an An example is a discount certificate which allows an investor to buy into the performance of an agreed price on a specified date in the future with the futures exchange as theunderlying counter party. asset at a discount to its actual price in return for a cap on the maximum potential gain and may be used to enhance yield in a flat market.

Futures contracts may be classified into the following product groups: Interest Rate and Financial Futures, Equity Indices, Metals, Energy and Commodities. A futures contract is an obligation to deliver or receive a standardised quantity/quality of an underlying Futures (includes Extended

product at an agreed price on a specified date in the future between twoparties on exchange.

Options

With a futures contract, you can buy and sell inSettlement any orderContracts) you want i.e. just as you would establish buy futures Futures contracts may beaclassified into the following product groups: Interest Rate and Financial Futures,without Equity Indices, Metals, and Commodities. contract in anticipation of a rise in price, you may also initiate a sell futures contract having anyEnergy existing open Extended Settlement (ES) contract is a futures contract traded on SGX-ST. An example of an ES position if you expect the price to trend lower. Therefore, you may benefit fromThe a falling market. contract is DBS.ES.1203, which is trading on DBS as an underlying.

What is Futures Trading? A futures contract is an obligation to deliver or receive a standardised quantity/quality of an underlying product at an agreed price on a specified date in the future with the futures exchange as the counter party. Futures contracts may be classified into the following product groups: Interest Rate and Financial Futures, Equity Indices, Metals, Energy and Commodities. With a futures contract, you can buy and sell in any order you want i.e. just as you would establish a buy futures contract in anticipation of a rise in price, you may also initiate a sell futures contract without having any existing open position if you expect the price to trend lower. Therefore, you may benefit from a falling market.

Overseas-Chinese Banking Corporation Limited 65 Chulia Street #09-00, OCBC Centre, Singapore 049514 Tel: 65 6538 1111 www.ocbc.com

ELEMENTS OF THE GRID

Visual Data Do-Nots Do-nots Clip-art, stylised graphics and excessive use of colours should not be applied. The visual data should be styled accordingly to the guide and to maintain a consistent, fresh and modern appeal.

ELEMENTS OF THE GRID

Iconography The general guideline for creating new icons: »» No 3D »» No thin lines »» No brush strokes

These icons cannot be used to represent anything other than what it was labeled for.

Deposit products

CDA/Mightysavers

Insurance Medical

Insurance Property

Insurance Car

Insurance Travel

Insurance Family

Insurance Education

Investment related

Shares / Buy & Sell

Account related

Loans related

Loans Vehicle

Loans Home

Loans Cash/Credit

Bills related

Statement related

Cards related

Phone/Call Center

Channel - SMS

Channel - Fax

Mobile banking

Online & mobile

Channel - website

Smart watch

Business products

Passbook related

ATM related

Channel - Mail

Channel - E-mail

Wi-Fi

Sales/Promotion

Rewards/ Redemption

Interest rates

Cheque deposit

Channel - Branch

Lift icon

Trash bin icon

Q.ticket machine

Directional sign

Fire extinguisher

Hosereel

Wi-Fi for branch

Stairs up

Stairs down

Curent floor

Current floor

Stairs up

Stairs down

Lift access

Account settings

Online shopping

Worldwide

Step by step

Calendar icon

»» 1 colour, »» No perspective views »» Should be recognisable in small sizes »» It should convey only one clear meaning Approval from CX Singapore is needed for the creation of new icons.

Icons for use in branches only

Minimum size fits within 6x6 mm square 6mm 6mm

Lift access

Icons for very specific features or functions

ELEMENTS OF THE GRID

Masthead Position

CFSEA-004-18_OCBC_SilverYears_Main KV_Strip Ads_106x540H_FA2.pdf

10:46 AM

Designer / FA:

Job Number/Title: CFSEA-004-18_OCBC_SilverYears_Main KV_Strip Ads_106x540H_FA2

Writer:

OCBC LIFE GOALS PRESENTS

17/5/18

THE LAB

Use discretion when positioning the masthead. Any other exceptions will need to be approved by Group Brand and Communications (GBC) via the lead creative agency.

APPROVAL CHECKLIST

Creative Art:

In the event where a campaign masthead is created, it should be placed within the key visual area for impact and visibility, and to tie in with the campaign artwork.

Account Servicing: Jude:

A FILM BY ROYSTON TAN Tim:

THE “CAN” MAN

Stephen: isual  FA  Release 

Izlin:

Date & Time: MAY 17 2018 10:45 PM

Alvin: Justina:

He says “can” to everything and chases every moment of fun. While that’s great, don’t leave your health and wealth behind. Because how fulfilling would life be without all three?

NO ONE’S JOURNEY THROUGH LIFE IS PERFECT, BUT IT’S EASIER WITH A LITTLE HELP. WATCH GURMIT’S IMPERFECT JOURNEY AT OCBC.COM/LIFEGOALS

CFSEA_002-18_Life Goals Teaser_FPFC_327Wx 540H_FA2.indd 1

See how you can complete all three on the next page.

15/8/18 10:41 AM

Copywriting

COPYWRITING

Simply Spot On A Simply Spot On Headline

There are two parts to a Simply Spot On (SSO) headline. 1. The first part is always a statement that communicates a product truth with a clear consumer benefit. This can be written in one OR a maximum of two sentences. Always remember: SSO is something that a customer might say about us, not we claim about ourselves. Hence, the first part of the headline must be consumer-centric. 2. The second part is a Simply Spot On sign off â&#x20AC;&#x201D; always written as a sentence by itself. As an underlying principle, all headlines should be succinct and clear. We must always endeavour to use fewer words to communicate singular messages.

A product truth with a clear consumer benefit

COPYWRITING

Headlines Examples

OCBC Life Goals examples:

OCBC One Advisor examples:

OCBC Business Banking Award Ad examples:

Get on track with your retirement plan. Simply Spot On.

Home buying advice you can trust is here. Simply Spot On.

Asia’s best SME Bank. Simply Spot On.

X This is a statement and a piece of advice, not a SSO headline.

X This is a claim that we’re bestowing upon ourselves, not a SSO headline.

X This is a statement, not a SSO headline.

It’s about time. Simply Spot On.

Home buying expertise, on one digital portal. Simply Spot On.

X This was an old OLG headline, but doesn’t work with SSO. It neither has enough truth nor benefit.

X Although this is a product truth, it is still only a description of our service. It is too much about us, too little about the consumer.

No one’s retirement journey is perfect.

But we’ll keep you on track. Simply Spot On.

√ This communicates a SSO product truth about OLG. It is unique to OCBC too. And when a consumer reads this, they get how it benefits them. After reading the first part, you can imagine a consumer saying “That’s spot on”.

Visit only one site. For one home sweet home. Simply Spot On.

√ Has a clear product truth/role, related to a clear end benefit to the consumer. It also feels like the headline solves a consumer problem.

Yet another accolade. Asia’s Best SME Bank. Simply Spot On. X In addition to having no truth or benefit, this is also chest-thumping. We are humble in our tone.

Your business deserves our best. Asia’s Best SME Bank. Simply Spot On.

√ Although this is an award ad, we can still speak about a truth about how we serve SMEs and how it benefits them.

COPYWRITING

Body Copy Principles

Similar to our headlines, body copy should be written with simplicity in mind too. Short Sentences We prefer short, punchy statements. Rather than long sentences. Brutal Simplicity We should not inundate the consumer with information. Keep the message in the copy succinct. If our proposition is clear and attractive enough, consumers will seek more information themselves.

Your next business venture. Not treated like your first. Simply Spot On.

Our curated solutions are specially catered to serial entrepreneurs with multiple businesses. So when itâ&#x20AC;&#x2122;s time for you to go into another business, weâ&#x20AC;&#x2122;ll be there in full support without treating it like a new one.

ocbc.com/SimplySpotOn GCC-004-18_Businessmen_BT_FPFC_327x540H_15Nov18_FA2.indd 1

Job Number/Title: GCC-004-18_Businessmen_BT_FPFC_327x540H_15Nov18_FA2

Date & Time: November 12, 2018 10:25 AM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

Writer:

Designer / FA:

Account Servicing:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

12/11/18 10:26 AM

Release o Izlin:

Justina:

COPYWRITING

Headlines Checklist

After identifying what we want to say that is Simply Spot On, the line should be crafted with 3 criterias in mind.

Simply

Spot

Is the SSO statement simple and clear?

Is it as short as it can and needs to be?

Is it punchy?

R E YOU REALIHS AMBITIONS GROWTOCBC BANK WITH

OCBC RoboInvest makes investing intelligently effortless. Simply Spot On.

Goals for your child’s future. Kept on track annually. Simply Spot On.

Your business deserves our best. Asia’s Best SME Bank. Simply Spot On. Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore. Speak to our Business Banking Managers today.

Singapore’s first automated investment platform by a bank, powered by WeInvest. Simply invest, we’ll take care of the rest. Sending your child overseas to pursue his or her dream course. Or just retiring well. Whatever your aspirations, OCBC Life Goals helps you build your financial plan and keep it on track with our annual reviews. Talk to our consultants, or do it from the comfort of home with our self-serve dashboard.

Easy to start Choose from a selection of 28 thematic portfolios of ETFs and equities.

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1

Writer:

Designer / FA:

Account Servicing:

7/11/18 5:02 PM

Date & Time: November 7, 2018 5:02 PM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Izlin:

Job Number/Title: EBIZ-017-18_ROBO Advisory Revised Ad_ST_FPFC_12Nov18_FA2

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

ASEAN SME Bank of the Year

Best SME Bank in Singapore

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013 Alpha Southeast Asia – 2010, 2011, 2013

OCBC Business Banking ocbc.com/businessbanking

9/11/18 11:18 AM

Date & Time: November 9, 2018 11:18 AM

The attached work is complete and meets the requirements of the brief and specification. Justina:

Best SME Banking

Co.Reg.No.:196600262R

ocbc.com/roboinvest

EBIZ-017-18_ROBO Advisory Revised Ad_ST_FPFC_12Nov18_FA2.indd 1

Release o

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Low initial investment Start investing with as little as S$3,500 and get up to S$100 cashback.

This is for general information and does not take into account your particular investment and protection aims, financial situation or needs. You should seek advice from a financial adviser before committing to a purchase. Otherwise, you should consider the suitability of the investment. For investments totalling S$3,500 to S$10,000, cashback reward will be S$50. For investments totalling S$10,000 and above, cashback reward will be S$100.

ocbc.com/SimplySpotOn GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Hassle-free Optimise returns with automated rebalancing, with your approval.

Release o Izlin:

Justina:

Imagery

IMAGERY

Central Focus Overview

CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA8.pdf

14/11/18

6:28 PM

1. Thematic (with The Spot) 2. Thematic (without The Spot) 3. Device-led (with The Spot) OneAdvisor Home. Home ownership, without the fears. Simply Spot On.

4. Headline-led (with The Spot) 5. Multi Merchant-led (without The Spot)

Goals for your child’s future. Kept on track annually. Simply Spot On.

6. Single Merchant-led (without The Spot)

Your business deserves our best. Asia’s Best SME Bank. Simply Spot On.

7. Object-led (with The Spot) Earn more interest from salary to savings with OCBC 360. SALARY CREDIT

SPEND S$500

SAVE S$500

INVEST OR INSURE

MAINTAIN S$200,000

Up to 0.6% p.a.

Up to 1.2% p.a.

1.0% p.a.

BOOST BONUS

Promotional Rate

Up to 2.0% p.a.

1.0% p.a. on incremental balance

Till 31 March 2019

Applicable on your first S$70,000.

Best Transactional Banking Online Platform 2018

OCBC OneAdvisor Home

In partnership with:

OCBC 360 Account

Home Search | Affordability Advisor Renovation | Home Insurance

Boost your Salary | Savings | Wealth

ocbc.com/360

ocbc.com/SimplySpotOn GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1 The attached work is complete and meets the requirements of the brief and specification.

Creative Art:

Writer:

Designer / FA:

Account Servicing:

7/11/18 5:02 PM

Date & Time: November 7, 2018 5:02 PM Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Release o Izlin:

Job Number/Title: CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3

Date & Time: December 4, 2018 3:45 PM

The attached work is complete and meets the requirements of the brief and specification.

Visual o

CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3.indd 1

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Your trust and support are the accolades that mean the most to us. We will continue to serve you better, and are committed to help you grow your business locally and beyond.

Calculate how much interest you can earn at ocbc.com/360

Linus:

FA o

Izlin:

ocbc.com/oneadvisorhome Job Number/Title: CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA7

4/12/18 3:46 PM

Release o Justina:

Creative Art:

isual  Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

ocbc.com/business-banking

Date & Time: NOV 14 2018 04:45 PM

APPROVAL CHECKLIST Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Thematic (with The Spot)

Thematic (without The Spot)

Device-led

Headline-led

CFSEA-021-18_Silver Segment_CL PrintAd_SUTFPFC_04OCT18_FA2.pdf

2/11/18

11:13 AM

Dishing out the tastiest deals for your Christmas meals. Have your fill of discounts and more, when you pay for Christmas dining with OCBC Cards.

Ichiban Boshi S$5 return voucher

Pizza Hut S$10 return voucher

Stärker Bistro/Signature 10% off

Valid until 31 March 2019 at all outlets, except at Pizza Hut Jurong Bird Park and for online self-collection orders.

Valid for dine-in until 31 December 2018.

Valid for dine-in until 19 February 2019.

with any festive set menu purchased

with any amount spent

Secret Santa Platter

Swensen’s/ Earle Swensen’s 10% off

log cakes and log cake gift cards Valid until 25 December 2018.

Limited Edition Passbook and NTUC FairPrice gift vouchers with S$10,000 deposited in fresh funds.

The Manhattan FISH MARKET Free Christmas dessert with selected Christmas sets purchased

Valid for dine-in until 31 January 2019 at all outlets, except Changi Airport T1.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

A treat from us. When you treat the ones you love. Enjoy a complimentary dish of the signature Braised Abalone with Mushroom with any Parents’ Day Set Menu ordered.

Terms and Conditions apply. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/christmas

Get S$100 worth of NTUC FairPrice Gift Vouchers for every S$10,000 fresh funds deposit, without any limit.

Multi Merchant-led

Get a limited edition Gold or Rose passbook with a minimum deposit of S$10,000 in fresh funds.

Funds deposited will have to be maintained for 6 months. Apply at any OCBC branch. EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Offer is valid until 30 June 2017. Plus, receive a S$10 return voucher with any amount spent all year round.

ocbc.com/dining

Job Number/Title: CFSEA-021-18_Silver Segment_CL PrintAd_SUTFPFC_04OCT18_FA2 Date & Time: NOV 02 2018 11:10 AM isual 

APPROVAL CHECKLIST Creative Art:

Single Merchant-led

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Object-led

IMAGERY

Full Image

Colour And Treatment The image should: »» Be in full colour. »» Be aspirational in nature. »» B e a photographic image. Illustration is permitted, subjected to approval from Group Brand and Communications (GBC). »» Be kept clean and minimal, limiting the number of visually distracting elements. »» Not be blurred till the environment is unrecognisable. The central main talent should: »» Be aspirational in physical appearance and contemporary in dress sense. »» Stand out prominently from the background. »» Be market-appropriate. Singaporean for Singapore. Chinese for China. Malaysian for Malaysia. Do not cross cultures unless that is the specific purpose of the communication. Do not have: »» More than three main talents. »» Complicated backgrounds. »» Overly blur images. »» Black and white or sepia images.

No complicated background

No black and white images

No overly blur shots

No sepia images

IMAGERY

Image On Spot Position

The Spot is a holder for the headline and to highlight the subject matter. The circumference of the big spot can be utilised for placing the subject matter. No image overlapping or touching the small spot. The foreground layer should still look proportional to the background layer. NOTE: Examples shown demonstrate the interaction of the images with The Spot only, clear space as specified on pg. 53 should still be adhered to.

Left circumference

Bottom circumference

Right circumference

Top circumference

IMAGERY

Image On Spot Do-Nots

Do not place image over or touching small spot. Small spot has to be 100% visible.

The Spot should not blend into the background. Adjust opacity of The Spot or image exposure.

No talents behind The Spot unless they are not the central focus.

Talent and background unnatural proportions.

Do not etch the subject abruptly

IMAGERY

Talent Selection Segment Examples Family

Affluent

IMAGERY

Talent Selection Segment Examples Youth

Emerging Affluent

IMAGERY TYPES

Thematic

Overview â&#x20AC;&#x201C; with The Spot

Brandmark

Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve frame

Goals for your childâ&#x20AC;&#x2122;s future. Kept on track annually. Simply Spot On.

Headline

Do not obscure. No image to be placed above this area.

Talent in foreground in front of The Spot

Subhead / body copy Product name (where necessary) Call-to-action (CTA)

OCBC Lorem Ipsum

Red Band Terms & Conditions

ocbc.com

Terms and Conditions. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

ocbc.com/SimplySpotOn

GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1

Writer:

Designer / FA:

Account Servicing:

7/11/18 5:02 PM

Date & Time: November 7, 2018 5:02 PM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Release o Izlin:

Justina:

IMAGERY TYPES

Thematic

Overview â&#x20AC;&#x201C; without The Spot

Brandmark

Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve frame

Earn more interest from salary to savings with OCBC 360.

Headline

SALARY CREDIT

SPEND S$500

SAVE S$500

INVEST OR INSURE

MAINTAIN S$200,000

Up to 0.6% p.a.

Up to 1.2% p.a.

1.0% p.a.

BOOST BONUS

Promotional Rate

Up to 2.0% p.a.

1.0% p.a. on incremental balance

Till 31 March 2019

Applicable on your first S$70,000.

Subhead / body copy

Calculate how much interest you can earn at ocbc.com/360

Product name (where necessary)

OCBC 360 Account

Boost your Salary | Savings | Wealth

Red Band Terms & Conditions

Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

Job Number/Title: CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3

Date & Time: December 4, 2018 3:45 PM

CFSCC-022-18_360 Account_STFPFC_327x540H_05DEC18_FA3.indd 1

The attached work is complete and meets the requirements of the brief and specification.

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Visual o Jaslyn:

Tim:

Call-to-action (CTA)

ocbc.com/360

Terms and Conditions: For more details, visit ocbc.com/360

Stephen:

Linus:

FA o

4/12/18 3:46 PM

Release o Izlin:

Justina:

IMAGERY TYPES

Thematic Dos And Do-Nots

Do-not

Home buying, without the fears. Simply Spot On.

Goals for your childâ&#x20AC;&#x2122;s future. Kept on track annually. Simply Spot On.

ocbc.com/oneadvisorhome

Background is not proportional to the foreground talent, and talent is overlapping The Spot.

ocbc.com/SimplySpotOn

ocbc.com/SimplySpotOn GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1.indd 1

Creative Art:

Job Number/Title: GCC-004-18_Brand Promise KVs_EN_FPFC_11NOV18_327x540H_FA1

Date & Time: November 7, 2018 5:02 PM

The attached work is complete and meets the requirements of the brief and specification.

Visual o

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Linus:

FA o

7/11/18 5:02 PM

Release o Izlin:

Justina:

Foreground layer (talent and device) should remain in a single layer and not cropped.

IMAGERY TYPES

Device-Led – Single Overview Devices » The following device-led executions are not exhaustive. Refer to them as a guide only. » A maximum of 2 devices can be featured in any combination, namely smartphones, tablets, laptops and desktops. » Device and their corresponding screenshots to be in full colour.

Brandmark

Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve frame

Background image » As a general rule, an in-situ environment imagery should be utilised as the background image for all executions, as shown here. » This background in-situ image must be believable and authentic to the environment where these devices can be expected to be placed. Headline

You build a portfolio. We’ll automate the rest. Simply Spot On.

OCBC RoboInvest Powered by Welnvest

Current market value

SGD 60,120 Total invested amount

Dividend amount

SGD 60,000

SGD 2,500

Assets allocation Gains/Loss

Annualised returns

SGD 6,120

3.4% p.a.

Fees deducted SGD 1,926

Internationa l Equity: 75% Global Commodity: 10% Bonds: 7%

Withdraw

Invest more

Device in foreground in front of The Spot

Cash: 5% Funds: 3%

Do not obscure. No image to be placed above this area.

OCBC RoboInvest, powered by WeInvest. Singapore’s first automated investment platform by a bank. Just start. We’ll take care of the rest. Easy to start Choose from a selection of 28 thematic portfolios of ETFs and equities.

Red Band Terms & Conditions

Hassle-free Optimise returns with automated rebalancing, with your approval.

Body copy Low initial investment Start investing with as little as S$3,500.

OCBC Lorem Ipsum Terms and Conditions. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

ocbc.com/roboinvest

Secondary Information (maximum 2 font weights) Product name (where necessary) URL

IMAGERY TYPES

Device-Led – Double Overview

Number of devices to be featured A minimum of 1 device and a maximum of only 2 devices can be featured throughout our device-led executions. These devices include smartphones, tablets, laptops and desktop computers. Background image selection

CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA1.pdf

7/11/18

3:47 PM

Brandmark Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve frame

The in-situ background image used for device-led executions must be authentic and believable. For example, devices can be featured on an office desk, a workstation or a table top. They can also be featured against a background that has relevance to the app or service enabled by the device. Sizing and proportion of devices

OCBC OneAdvisor Home Home ownership, without the fears. Simply Spot On.

Headline

Devices must be sized in proportion to the background image and with each other. For example, the size of a smartphone must be accurately proportionate to the size of the tablet placed next to it.

Device in foreground in front of The Spot

Do not obscure. No image to be placed above this area.

Note: A horizontal format is recommended if both devices need to be fully visible.

Singapore’s only digital platform with all the home expertise you need – property search, a comprehensive affordability calculator, home and renovation loans, interior design and even insurance. Log on today.

Body copy

OCBC OneAdvisor Home Home Search | Affordability Advisor | Renovation | Home Insurance

Red Band

ocbc.com/oneadvisorhome Job Number/Title: CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA1

Date & Time: NOV 07 2018 03:30 PM isual 

APPROVAL CHECKLIST Creative Art:

NOTE: For Apple Device ads, please refer to Apple App Store Marketing Guidelines: https://developer.apple.com/app-store/marketing/guidelines/#overview

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Product name (where necessary) URL

Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Vertical format, two devices – smartphone & laptop

100

IMAGERY TYPES

Device-Led – Double Overview

Brandmark Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve frame

Your business account, opened instantly. Now your business can get started fast. Simply Spot On.

Device in foreground in front of The Spot

Body copy

Headline

Do not obscure. No image to be placed above this area.

The first SME Bank in Singapore to offer instant business account opening. Get your business account number on the spot — no queuing or paperwork needed. Simply apply online with your smart device. Connect via MyInfo

Check your details

Account opened

OCBC Business Banking

Red Band

ocbc.com/business-banking

Product name (where necessary) URL

Horizontal format, two devices – smartphone & tablet

101

IMAGERY TYPES

Device-Led – Icons Overview

OCBC ONELOOK.

App Store Badge & Icons » Always select a size that is clearly legible.

THE FIRST

» Min. size when applied on: - Printed Materials: 10mm - On-screen: 40 pixels

IN BANKING

TO USE FACIAL RECOGNITION. Wealth insights in your hands. Simply Spot On. Introducing OCBC OneLook, the first in Singapore to let you manage your day-to-day banking and payments with just a glance. Try it now on the latest compatible phone.

Find out more at ocbc.com/onelook

#OCBCOneLook App Icons : » Outline of the icons: 0.5pts » Size on Printed Materials: 30% taller than App Store Badge in height. Get daily market insights, investment ideas and opinions from OCBC experts

Apple Credit Line

Track your investments on the go and set price alerts

» Maximum Icons: 4

Act on personalised alerts to make timely decisions on your investment.

Get the latest OCBC Mobile apps:

Always include the relevant Apple credit line at the end of the ad. Example: Apple, the Apple logo and iPhone are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S. and other countries.

Terms and Conditions apply. ocbc.com/onewealth Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S. and other countries. EBIZ-020-18_OneWealth Revised Ad_STFPFC_327x540H_FA1.indd 1

Job Number/Title: EBIZ-020-18_OneWealth Revised Ad_STFPFC_327x540H_FA1 The attached work is complete and meets the requirements of the brief and specification.

For the complete Apple App Store Marketing Guidelines, please visit: https://developer.apple.com/app-store/marketing/guidelines/#overview

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

OCBC Bank

13/11/18 4:25 PM

Date & Time: November 13, 2018 4:25 PM Release o Izlin:

Justina:

102

IMAGERY TYPES

Device-Led Dos And Do-Nots

Do-not

CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA8.pdf

14/11/18

6:28 PM

CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA8.pdf

OneAdvisor Home. Home ownership, without the fears. Simply Spot On.

14/11/18

6:28 PM

Your business account, opened instantly. Now your business can get started fast. Simply Spot On.

OneAdvisor Home. Home ownership, without the fears. Simply Spot On.

Check your details

Account opened

OCBC Business Banking ocbc.com/business-banking

Do-not There’s always uncertainty when it comes to buying a home. But confidence is just a click away. Log on today, to Singapore’s most comprehensive digital platform with all the home expertise you need.

In partnership with:

Job Number/Title: CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA7

Home Search | Affordability Advisor Renovation | Home Insurance

ocbc.com/oneadvisorhome

isual  Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Job Number/Title: CFSWM-057-18_OneAdvisor_STFPFC_327x540H_15NOV18_FA7

Date & Time: NOV 14 2018 04:45 PM

APPROVAL CHECKLIST Creative Art:

Stephen:

OCBC OneAdvisor Home

In partnership with:

Home Search | Affordability Advisor Renovation | Home Insurance

Linus:

FA 

Date & Time: NOV 14 2018 04:45 PM isual 

APPROVAL CHECKLIST

Release  Izlin:

Justina:

The Spot should be stretched to its maximum with 1 Junk space on the left and right or top and bottom.

Creative Art:

Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Your business account, opened instantly. Now your venture can start fast. Simply Spot On.

Stephen:

Linus:

FA 

Release  Izlin:

Justina:

The Spot must not be smaller than 1 Junk space from the left and right or top and bottom.

Check your details

Account opened

OCBC Business Banking ocbc.com/business-banking

Devices must be proportional to each other and to their surrounding environment.

103

IMAGERY TYPES

Headline-Led Overview

» If only copy is used, the headline becomes the central focal point. » The colour background image must always use an architectural theme of a building exterior or interior.

Brandmark

Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve Frame

Headline

Your business deserves our best. Asia’s Best SME Bank. Simply Spot On.

Your trust and support are the accolades that mean the most to us. We will continue to serve you better, and are committed to help you grow your business locally and beyond.

Body Copy

Best Transactional Banking Online Platform 2018

OCBC Business Banking

Red Band Terms & Conditions

Google Play and the Google Play logo are trademarks of Google LLC. Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc., registered in the U.S. and other countries.

ocbc.com/business-banking

Product Name (where necessary) URL

104

IMAGERY TYPES

Headline-Led Dos And Do-Nots

Do-not

R E YOU REALIHS AMBITIONS GROWTOCBC BANK WITH

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

R E YOU REALIHS AMBITIONS GROWTOCBC BANK WITH

Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore.

Speak to our Business Banking Managers today.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

Alpha Southeast Asia – 2010, 2011, 2013

R E YOU REALIHS AMBITIONS GROWTOCBC BANK ITH Lorem ipsum W

Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore.

Speak to our Business Banking Managers today.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

Best SME Banking

ASEAN SME Bank of the Year

Best SME Bank in Singapore

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

International Excellence in Retail Finance Services Awards The Asian Banker – 2012

Asian Banking and Finance – 2011 -2013

Global Banking & Finance Review – 2012, 2013

Alpha Southeast Asia – 2010, 2011, 2013

OCBC Business Banking ocbc.com/businessbanking

Headline should be the focus and should not be distracted by the background.

Co.Reg.No.:196600262R

Alpha Southeast Asia – 2010, 2011, 2013

Alpha Southeast Asia – 2010, 2011, 2013 Co.Reg.No.:196600262R

Co.Reg.No.:196600262R

dolor sit amet, consectetur adipiscing elit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lupti autatiis eum quibus ut est, conetur magnam, ut parum fugias dior am, ut laudae nam faceprore.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Do-not

Co.Reg.No.:196600262R

OCBC Business Banking

ocbc.com/businessbanking

Headline should be left justified, centrally aligned and to its maximum size with 1 Junk clear space.

105

IMAGERY TYPES

Merchant-Led – Single Overview

Brandmark

Image (in colour). Uncluttered and does not interfere with Simply Spot On Icon.

Curve Frame

Headline

A treat from us. When you treat the ones you love. Subhead / Body Copy

Enjoy a complimentary dish of the signature Braised Abalone with Mushroom with any Parents’ Day Set Menu ordered.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Partner Logo Red Band Terms & Conditions

Cards Lock Up Offer is valid until 30 June 2017. Plus, receive a S$10 return voucher with any amount spent all year round.

ocbc.com/dining

URL

106

IMAGERY TYPES

Merchant-Led – Multi Overview

Brandmark Curve Frame

Headline

Background in 5K.

1-for-1 deals. Allllllllllll day.

Bali Thai 1-for-1 Tom Yum Soup Valid with a min. of S$40 spent, limited to 1 redemption per bill.

Peach Garden Restaurants 1-for-1 OCBC 5-course Set Dinner

Penang Culture 1-for-1 Assam Laksa Valid on weekdays only.

Tampopo 1-for-1 Bluefin Chutoro Sashimi Valid with every S$50 spent on weekdays only.

Valid at Changi Airport T2, OCBC Centre, Orchid Country Club, NTU and Thomson Plaza, except on 12 and 13 May 2018.

The Manhattan Fish Market 1-for-1 Feeesh ‘N Cheeese

Merchant Offers

1-for-1 deals. Allllllllllll day.

Bali Thai 1-for-1 Tom Yum Soup

Valid with every S$50 spent at all outlets except Changi Airport T1.

Valid with a min. of S$40 spent, limited to 1 redemption per bill.

Peach Garden Restaurants 1-for-1 OCBC 5-course Set Dinner

Penang Culture 1-for-1 Assam Laksa Valid on weekdays only.

Valid at Changi Airport T2, OCBC Centre, Orchid Country Club, NTU and Thomson Plaza, except on 12 and 13 May 2018.

Tampopo 1-for-1 Bluefin Chutoro Sashimi

The Manhattan Fish Market 1-for-1 Feeesh ‘N Cheeese

Valid with every S$50 spent on weekdays only.

Valid with every S$50 spent at all outlets except Changi Airport T1.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Cards Lock Up Red Band Terms & Conditions

Merchant-led ads without key merchant image will replace background with 5K.

ocbc.com/dining

URL

ocbc.com/dining

Merchant-led ads with key merchant image.

107

IMAGERY TYPES

Merchant-Led – Festive Overview

Exceptions can be made for seasonal campaigns e.g. Chinese New Year and Christmas, whereby a festive border can replace the Red Band. Patterns or textures may be applied to the background to enhance the celebratory look and feel. Exceptions must be approved by Head of Group Brand and Communications (GBC) for seasonal campaigns.

Brandmark Curve Frame

Headline

Dishing out the tastiest deals for your Christmas meals.

Background in 5K.

Have your fill of discounts and more, when you pay for Christmas dining with OCBC Cards.

Ichiban Boshi S$5 return voucher

Pizza Hut S$10 return voucher

Stärker Bistro/Signature 10% off

Valid until 31 March 2019 at all outlets, except at Pizza Hut Jurong Bird Park and for online self-collection orders.

Valid for dine-in until 31 December 2018.

Valid for dine-in until 19 February 2019.

with any festive set menu purchased

with any amount spent

Secret Santa Platter

Swensen’s/ Earle Swensen’s 10% off

log cakes and log cake gift cards Valid until 25 December 2018.

The Manhattan FISH MARKET Free Christmas dessert

Merchant Offers

with selected Christmas sets purchased

Valid for dine-in until 31 January 2019 at all outlets, except Changi Airport T1.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Cards Lock Up Red Band Terms & Conditions

Terms and Conditions apply. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/christmas

URL

108

IMAGERY TYPES

Merchant-Led – Affluent Overview

The Affluent grid was developed specially for Cards with affluent dining programmes. Depending on the featured merchants and/or target audience, the BU will decide whether to apply this Affluent grid. NOTE: This is the only exception where the red band is treated with a gradient.

Brandmark Background 3Y 3K.

Curve Frame

Headline

This lunar new year, acquire a taste for the finer things.

Fairmont Singapore Szechuan Court 25% off Lunar New Year Set Menus For reservations made by 8 Feb 2018 for dine-in by 2 Mar 2018. Valid for up to 20 diners.

Orchard Hotel Singapore, Hua Ting Complimentary bottle of house wine with a min. of S$500++ spent Valid until 2 Mar 2018, except from 15 to 18 Feb 2018.

Yàn 10% off CNY Set Menus Valid until 28 Feb 2018, except on 15 Feb 2018. Valid for up to 6 diners.

Merchant Offers

VLV Restaurant Complimentary Lobster Yusheng upgrade and a glass of housepour wine with each Joy Set ordered Valid from 29 Jan to 2 Mar 2018 for a min. of 2 diners.

Si Chuan Dou Hua Restaurant 18% off à la carte food bill with a complimentary box of Eight Treasures Tea Valid from 16 to 18 Feb 2018.

Partner Logos EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Cards Lock Up Red Band Terms & Conditions

All offers are valid for dine-in with reservation.

ocbc.com/cny2018

URL

109

PUTTING IT ALL TOGETHER

Step By Step Headline with Spot

Step 1 Determine Brandmark and curve frame,

Step 2 Determine size and position of SSO icon.

Step 3 Determine size and position of The Spot. (For Talent-led ads without the spot, skip Step 3.)

Step 4 Determine Secondary Information Area.

Step 5 Add Headline and Body Copy.

Step 6 Add Red Band. Add URL.

110

Applications

APPLICATIONS

BTL

Wobbler

Promo letter

Your child is protected against Death, TI and TPD till age 22

Secure funding for your child’s university education when you invest early MaxEdu Goal is an affordable endowment insurance plan that is designed to give high guaranteed payouts at 135% of your sum assured for your child’s university education

You pay S$4,071 yearly for first 18 years You pay a total of: S$4,071 x 18 = S$73,288

You do not have to pay anything

Child’s Age Your child gets S$30,000 guaranteed How it benefits you

• Affordable premiums From as low as S$104 per month, starting a monthly commitment for your child’s university education is now more affordable.

Your child gets S$30,000 guaranteed Cash bonus of S$29,454 (non-guaranteed)

• Flexible options to meet your child’s needs Choose from two payout options for either a 3- or 4-year university course and receive cash payouts when your child is 18 or 20 years old (age nearest birthday). Cash payouts refer to the survival benefit of the plan.

Total illustrated payout

S$110,454

This is not a fixed or savings deposit. It is an endowment insurance plan.

• Protection for your child Your child will receive insurance coverage for Death, Terminal Illness (TI) and Total and Permanent Disability (TPD) throughout the entire policy term.

Scan to get in touch with our renovation loan specialist.

Your child gets S$30,000 guaranteed

How to apply

To kick-start your child’s university education planning, visit your nearest OCBC Bank branch today.

For more details, please visit ocbc.com/maxedugoal Use our education planner to understand more! Visit ocbc.com/education to find out how much you’ll have to set aside each month for your child’s higher education.

How it works

ocbc.com/renoloan

Renovation Loan Terms and Conditions apply.

Placemat

CFSWM-051-18_Reno Loan Contractor Wobbler_100mm(W) x 100mm(HT)FA.indd 1

For example: You purchased MaxEdu Goal at S$60,000 sum assured and a Premium Waiver Critical Illness rider for your child. Premiums are computed based on age nearest birthday, sum assured, smoking status and country of residency. The figures used are for illustrative purposes only. Please refer to the policy illustration and product summary for the exact values. The non-guaranteed bonuses are based on an illustrated investment rate of return of the participating fund at 4.75% p.a. Based on an illustrated investment rate of return at 3.25% p.a., the total illustrated benefit will be S$xxx,xxx. The actual benefits payable will vary according to the future performance of the participating fund.

31/10/18 2:38 PM

MAXRETIRE INCOME

Flip over In partnership with:

Page 1 of 2

Oversea Chinese Banking Corporation Limited 65 Chulia Street OCBC Centre Singapore 049513 Co.Reg. No.: 193200032W

Important Notes MaxEdu Goal is provided by The Great Eastern Life Assurance Company Limited, a wholly owned subsidiary of Great Eastern Holdings Limited and a member of the OCBC Group. This plan is not a bank deposit and OCBC Bank does not guarantee or have any obligations in connection with it. This document does not take into account your particular investment and protection aims, financial situation or needs. You may want to seek advice from a financial adviser before committing to buy the product. If you choose not to seek advice from a financial adviser, you should consider whether the product is suitable for you. As buying a life insurance policy is a long-term commitment, an early termination of the policy usually involves high costs and the surrender value, if any, that is payable to you may be zero or less than the total premiums paid. This document is for general information only. It is not a contract of insurance or an offer to buy an insurance product or service. It is also not meant to provide any insurance or financial advice. The specific terms and conditions of the plan are set out in the policy documents. If you are interested in the insurance policy, you should read the product summary and policy illustration (available from us) before deciding whether to buy this product. We do not guarantee, represent or warrant that any of the information provided in this document is accurate and you should not rely on it as such. We do not undertake to update the information or to correct any inaccuracies. All information may change without notice. We will not be liable for any loss or damage arising directly or indirectly in connection with or as a result of you acting on the information in this document. This advertisement has not been reviewed by the Monetary Authority of Singapore. Policy Owners’ Protection Scheme This plan is protected under the Policy Owners’ Protection Scheme which is administered by the Singapore Deposit Insurance Corporation (SDIC). Coverage for your policy is automatic and no further action is required from you. For more information on the types of benefits that are covered under the scheme as well as the limits of coverage, where applicable, please contact us or visit the Life Insurance Association (LIA) or SDIC websites (www.lia.org.sg or www.sdic.org.sg).

Page 2 of 2

Oversea Chinese Banking Corporation Limited 65 Chulia Street OCBC Centre Singapore 049513 Co.Reg. No.: 193200032W

Monthly retirement income to secure your golden years How it works

Mrs. Tan, age 45, a non-smoker, plans to retire at 65 years old. She would like to receive a guaranteed monthly retirement income of S$1,000 for 20 years till she is 85 years old. She selects MaxRetire Income and will pay her premiums annually for 10 years. MaxRetire Income is an endowment insurance plan. It is not a fixed or savings deposit. This plan provides insurance coverage against death, and also has a compulsory Premium Waiver TPD (Own Life) Rider that waives off future premiums for the basic plan and any attaching riders in the event that the insured person suffers from total and permanent disability during the premium term.

20-year income payout period

10-year premium term

Non-guaranteed maturity benefit by age 85: S$25,000 (C)

Total illustrated retirement benefits (guaranteed + nonguaranteed portion): S$391,396 (D)

Total non-guaranteed income by age 85: S$126,396 (B) Pays yearly premium of S$13,786.50 over 10 years for a total premium of S$137,865.

Total guaranteed income by age 85: S$240,000 (A)

She also has the option to receive the monthly retirement income at 67 or 70 years old if she chooses to retire later: – If she changes her payout age to 67, her total illustrated retirement benefits will be S$414,689. – If she changes her payout age to 70, her total illustrated retirement benefits will be S$444,590.

Age next birthday 85 End of policy term

65 Selected retirement age

Total guaranteed monthly income received: S$1,000 × 12 months × 20 years Total non-guaranteed cash bonus + Interest on unpaid monthly cash bonus: S$123,900 + S$2,496 Non-guaranteed maturity benefit by age 85 Total illustrated retirement benefits: A + B + C Guaranteed yield at maturity Total illustrated yield at maturity

CFSWM-064-18_Maxretire Income A4 Placemat FA.indd 1

Job Number/Title: CFSWM-064-18_Maxretire Income A4 Placemat FA

Writer:

Designer / FA:

Account Servicing:

S$126,396 (B) S$25,000 (C) S$391,396 (D) 2.18% p.a. 4.09% p.a.

30/11/18 5:22 PM

Date & Time: November 30, 2018 5:22 PM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

S$240,000 (A)

Visual o Jaslyn:

Tim:

Stephen:

FA o

Linus:

Release o Izlin:

Justina:

112

APPLICATIONS

Take-One / Brochure

in respect any information withoutfor Enjoyofour full suite(including of services limitation any statement, figures, opinion, view or a better banking experience. estimate) provided herein is given by OCBC Bank and it should not be relied upon as such. OCBC Bank does not undertake an obligation update the INNOVATIVE MOBILEtoBANKING information or to correct any inaccuracy that may become apparent at a later time. All information presented is subject to change without notice. OCBC Bank shall not be responsible or liable for any loss or damage whatsoever arising directly or indirectly howsoever in connection as OCBC Mobile Banking OCBCwith Payor Anyone™ a result of any person acting on any information App App provided herein.

sit

Check your account

Pay for meals, shopping,

transfer funds, pay bills and more, on the go.

money to anyone with their mobile number, email or Facebook ID.

OCBC OneTouch™ View your account and investment details, or pay for purchases, simply with your fingerprint.

OCBC OneWealth™ App Stay up-to-date with latest market insights and manage your investments better, all in one app.

details, view e-statements, taxi rides, Information is correct as of 30 October 2018.and send

y. nt

e-Statements Access up to three years of account statements securely, anywhere, any time.

ISLANDWIDE NETWORK

n e

7-DAY BANKING

STRUCTURED DEPOSIT

OCBC 360 ACCOUNT

Important Notes • Open this account with an initial deposit of S$1,000. • A service fee of S$2 will be charged when the daily average balance for the month falls below S$3,000 in your account. This fee is waived for the first year of account opening. • Bonus interest will be paid by the 7th business day (not including Saturdays, Sundays and public holidays) of the following month. • For more information on the bonus interest categories, please visit ocbc.com/360 • To ensure that the insurance or investment product you purchase meets your financial needs, our financial consultants will perform a Financial Needs Analysis (FNA) with you in order to help you make an informed decision.

Important Notes MaxGrowth Enhanced is provided by The Great Eastern Life Assurance Company Limited, a wholly owned subsidiary of Great Eastern Holdings Limited and a member of the OCBC Group. This plan is not a bank deposit and OCBC Bank does not guarantee or have any obligations in connection with it. This document does not take into account your particular investment and protection aims, financial situation, or needs. You may want to seek advice from a financial adviser before committing to buy the product. If you choose not to seek advice from a financial adviser, you should consider whether the product is suitable for you. As buying a life insurance policy is a long-term commitment, an early termination of the policy usually involves high costs and the surrender value, if any, that is payable to you may be zero or less than the total premiums paid. This document is for general information only. It is not a contract of insurance or an offer to buy an insurance product or service. It is also not meant to provide any insurance or financial advice. The specific terms and conditions of the plan are set out in the policy documents. If you are interested in the insurance policy, you should read the product summary and policy illustration (available from us) before deciding whether to buy this product. We do not guarantee, represent, or warrant that any of the information provided in this document is accurate and you should not rely on it as such. We do not undertake to update the information or to correct any inaccuracies. All information may change without notice. We will not be liable for any loss or damage arising directly or indirectly in connection with or as a result of you acting on the information in this document.

Up to 13.5% returns over 6 years

Terms and Conditions Please refer to the Terms and Conditions Governing the OCBC 360 Account, the Terms and Conditions Governing the OCBC 360 Account Salary Credit Promotion and other applicable terms and conditions at ocbc.com/360. We may change the interest rates at any time. Deposit Insurance Scheme Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investments are not insured.

Find out more:

Over 1,200 ATMs Withdraw cash at any OCBC or UOB ATM islandwide.

Sunday Banking Enjoy full-service banking with family-friendly services and offers.

CFSCC-022-18_OCBC 360 Account_Take One 6ppDL_100x210H_FA12.indd 1

THE LAB

Policy Owners’ Protection Scheme

openaccount.ocbc.com Our branches

APPROVAL CHECKLIST Jaslyn:

Tim: Creative Art:

Oversea-Chinese Banking Corporation Limited Oversea-Chinese Banking Corporation Limited

65 Chulia Street OCBC Centre Singapore 049513 65 Chulia Street OCBC Centre Singapore 049513 OCBC Customer Service: OCBC Customer Service: 18001800 363 363 33333333 www.ocbc.com www.ocbc.com

Default

Date & Time: October 2018 12:21 pm Job Number/Title: CFSCC-022-18_OCBC 36024, Account_Take One 6ppDL_100x210H_FA12

Linus:

Izlin: Designer / FA:

Justina: Account Servicing:

17/12/18 5:39 PM

Date & Time: December 17, 2018 5:39 PM

Visual oand FA o the Release o The attached work is complete meets requirements of the brief and specification. Stephen: Writer:

where applicable, please contact us or visit the Life Insurance Association (LIA) or SDIC websites (www.lia.org.sg or www.sdic.org.sg). This advertisement has not been reviewed by the Monetary Authority of Singapore. Information is correct as of 1 December 2018.

24/10/18 12:21 PM

CFSWM-060-18_MaxGrowth Enhance_6pp_FA4.indd 1

Visual o Jaslyn:

Tim:

Build your wealth while we cover you with protection

This plan is protected under the Policy Owners’ Earn more interest Protection Scheme which is administeredfrom by the Singapore Deposit Insurance Corporation (SDIC). Coverage forto your savings policy is automaticwith and no further salary action is required from you. For more information on the types360. of benefits that are covered under OCBC the scheme as well as the limits of coverage,

ocbc.com/MGE Open an OCBC 360 Account instantly

Our1800 branches 363 3333

MAXGROWTH ENHANCED

Stephen:

Linus:

FA o

In partnership with:

With cardface or partner logos

30/11/18 6:31 PM

Release o Izlin:

Justina:

113

APPLICATIONS

Take-One / Brochure The visual data should be styled accordingly to OCBC guidelines to maintain a consistent fresh and modern appeal. Refer to pg. 37 - 38 for colour usage. Refer to pg. 78 - 79 for guidelines on tables and charts. Section Subheads Geomanist font, sentence case, 85K. Section subheads can span 2 panels. No colour to be used in headlines. Body Copy Geomanist font, sentence case, 85K. T&Cs Run-on copy, body and numbers in Regular. All in 6pt, 85K. All investment product advertisements have specific T&C font size guidelines. Refer to page 69 for more details.

MAXGROWTH ENHANCED

Find out more: ocbc.com/MGE Our branches 1800 363 3333 Oversea-Chinese Banking Corporation Limited 65 Chulia Street OCBC Centre Singapore 049513 OCBC Customer Service: 1800 363 3333 www.ocbc.com

Build your wealth while we cover you with protection

Policy Owners’ Protection Scheme This plan is protected under the Policy Owners’ Protection Scheme which is administered by the Singapore Deposit Insurance Corporation (SDIC). Coverage for your policy is automatic and no further action is required from you. For more information on the types of benefits that are covered under the scheme as well as the limits of coverage, where applicable, please contact us or visit the Life Insurance Association (LIA) or SDIC websites (www.lia.org.sg or www.sdic.org.sg). This advertisement has not been reviewed by the Monetary Authority of Singapore. Information is correct as of 1 December 2018.

In partnership with:

CFSWM-060-18_MaxGrowth Enhance_6pp_FA4.indd 1

30/11/18 6:31 PM

What is MaxGrowth Enhanced?

MaxGrowth Enhanced is a 15-year participating regular premium endowment insurance plan that allows you to grow your wealth while receiving protection during the policy term. This is not a fixed or savings deposit. It is an endowment insurance plan. How can MaxGrowth Enhanced benefit you? Grow your wealth Receive a maturity benefit at the end of the policy term, which includes your sum assured (guaranteed) and non-guaranteed bonuses.

Premium offset

Protection

An annual premium is paid for the first 5 years and the premium for the remaining policy years will be offset. This is made possible with the Survival Benefit, which will pay off 100% of the annual premium from the end of the 5th policy year to a year before maturity, upon the survivorship of the insured person.

Receive coverage for Death, Terminal Illness (TI) and Total and Permanent Disability (TPD) throughout the policy term.

Example Mr Koh is a 45-year old (age nearest birthday) non-smoker. He wants to buy MaxGrowth Enhanced with a sum assured of S$50,000. What he will receive upon policy maturity: S$50,000 Guaranteed Sum Assured

S$29,360 NonGuaranteed Bonuses

S$79,360

Total yearly premiums paid for the first 5 years: S$10,576.50 x 5 = S$52,882.50.

Maturity Benefit

Survival Benefits would be used to offset his remaining yearly premiums.

• Pays premium yearly for 5 years Premium to be paid per year: S$10,576.50

The figures used are for illustrative purposes only. Please refer to the policy illustration and product summary for the exact values. Premiums are computed based on age nearest birthday, sex, sum assured, and smoking status. The non-guaranteed bonuses are based on an illustrated investment rate of return of the participating fund at 4.75% p.a. Based on an illustrated investment rate of return at 3.25% p.a., the maturity benefit will be S$$69,008. The actual benefits payable will vary accordingly to the future performance of the participating fund.

Death, TI and TPD Coverage for 15 years

CFSWM-060-18_MaxGrowth Enhance_6pp_FA4.indd 2

30/11/18 6:31 PM

114

APPLICATIONS

Point-Of-Purchase

Pay with OCBC cards. Get S$3 off Esso fuel. Valid with a minimum of S$60 spent at FairPrice/Unity stores. Voucher is redeemable with a minimum of S$60 gross fuel spent at Esso service stations. Promotion is valid till 10 October 2018, limited to one fuel voucher per customer per day, while stocks last.

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Terms and Conditions apply, please visit ocbc.com/doublesavings for full details. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/doublesavings

Pay with OCBC Cards. Receive a S$3 Esso fuel voucher. Valid with a minimum of S$60 spent at FairPrice/Unity stores. Voucher is redeemable with a minimum of S$60 gross fuel spent at Esso service stations. Promotion is valid till 10 October 2018, limited to one fuel voucher per customer per day, while stocks last. EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

2% Cash rebate plus 10X OCBC$ (worth 4 miles)

Wobbler

Pay with your OCBC Titanium Rewards Card to enjoy these exclusive rewards at Best Denki retail outlets. Valid till 31 Jan 2019.

Terms and Conditions apply. Visit ocbc.com/titaniumrewards for full details.

Tentcard

Minimum S$60 spend excludes the purchases of statutory items (4D, Big Sweep, TOTO, FairPrice Gift Vouchers and Gift Cards), cigarettes and infant milk powder (0-6 months). Other terms and conditions apply, visit ocbc.com/doublesavings for full details. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/doublesavings

Scratch and win free fuel and more Stand a chance to win S$100 worth of fuel, S$30 StarCash cards, golf umbrellas, and a range of S$1 deals from now till 31 Aug 2018 when you pump at Caltex. While stocks last. OCBC 365 and NTUC/OCBC Plus! Visa Cards: Get 1 scratch card with a min. of S$50 gross fuel spend.

FOLDING AREA

A3 Poster

All other OCBC Cards: Get 1 scratch card with a min. of S$60 gross fuel spend.

ocbc.com/titaniumrewards

Receive a S$3 FairPrice/Unity voucher.

Terms & Conditions apply. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

Valid till 10 October 2018, with a minimum of S$60 gross fuel spent at Esso service stations. Redeemable with a minimum of S$60 spent at FairPrice/Unity stores.

40cm clear space area

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Terms and Conditions apply, please visit ocbc.com/doublesavings for full details. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

Hanging Mobile

ocbc.com/caltex2018

40cm from base of media space

ocbc.com/doublesavings

Pull-up banner

115

APPLICATIONS

6 Sheet (Bus Stop Poster)

Get a cash loan with the lowest rate in town at 3.5% P.A. (EIR from 6.96% P.A.)

OCBC CASH-ON-INSTALMENTS More affordable monthly repayments Processing fee: 1%

Loan amount: S$10,000

24 MONTHS

EFFECTIVE INTEREST RATE

MONTHLY REPAYMENT

EFFECTIVE INTEREST RATE

MONTHLY REPAYMENT

7.57% S$445.83

36 7.27% S$306.94 MONTHS

This rate is also available for 48 and 60-month tenures. Valid till 31 January 2019

48 MONTHS

OCBC Cash-on-Instalments

MONTHS

Earn more interest from salary to savings with OCBC 360. SALARY CREDIT Promotional Rate

Up to 2.0% p.a.

SPEND S$500

SAVE S$500

INVEST OR INSURE

Up to 0.6% p.a.

Up to 1.2% p.a.

MAINTAIN S$200,000

ocbc.com/coi

BOOST BONUS

1.0% p.a. on incremental balance

1.0% p.a.

Till 31 March 2019

Applicable on your first S$70,000.

Calculate how much interest you can earn at ocbc.com/360

Visit our nearest branch to find out more.

OCBC 360 Account

Boost your Salary | Savings | Wealth

ocbc.com/360

The “Lowest Rate in Town” offer is valid for customers who do not have any interest bearing balances with OCBC. “Lowest Rate in Town” is based on a market comparison for personal loans that are more than 24 months tenure as of 10 October 2018. For more details, please refer to www.ocbc.com/COI

THE LAB

APPROVAL CHECKLIST

CFSCC-022-18_OCBC 360_OOH 6 sheets_1080W x 1920H_FA3.indd 1

Job Number/Title: CFSCC-022-18_OCBC 360_OOH 6 sheets_1080W x 1920H_FA3

Writer:

Designer / FA:

Account Servicing:

19/12/18 4:18 PM

Date & Time: December 19, 2018 4:17 PM

The attached work is complete and meets the requirements of the brief and specification. Creative Art:

Visual o Jaslyn:

Tim:

Stephen:

Linus:

FA o

Creative Art:

Date & Time: OCT 18 2018 05:35 PM

Job Number/Title: CFSCC-054-18 OOH_1800x1200_FA1 Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Linus:

Izlin:

Justina:

isual 

FA 

Release 

Release o Izlin:

Justina:

Note: Bus Stop Shelter Poster is an exception where the URL and Red Band is within The Spot.

116

APPLICATIONS

ATM Skin 475mm

OCBC Pay Anyone™ pays everyone.

Parenting isn’t picture perfect. But it’s always rewarding.

No cash on hand? No worries. Download our app and pay everyone asap. Scan QR code. Pay anyone.

Up to

50%

OCBC Pay Anyone™ works with all PayNow and NETS QR codes.

2 p.a.% Up to

ocbc.com/payanyone

540 mmH 135 mmW

With better benefits and interest, OCBC Child Development Account lets you focus on what’s truly rewarding. Your little one.

W150mm H910mm

0.8 %

discount at participating merchants with the OCBC Baby Bonus Card. on the first S$36,000 deposited into your OCBC CDA.

on Mighty Savers® Account opened jointly

p.a. between parent-and-child, with S$50

monthly deposits and no withdrawal.

Terms and Conditions apply. Policy Owners’ Protection Scheme: These plans are protected under the Policy Owners’ Protection Scheme which is administered by the Singapore Deposit Insurance Corporation (SDIC). Coverage for your policy is automatic and no further action is required from you. For more information on the types of benefits that are covered under the scheme as well as the limits of coverage, where applicable, please contact us or visit the Life Insurance Association (LIA) or General Insurance Association (GIA) or SDIC websites (www.lia.org.sg or www.gia.org.sg or www.sdic.org.sg).

ocbc.com/cda

260 mm

300mm

80 mm

40 mm

1277mm

480 mm

327mm

410 mm

Note: For extreme narrow horizontal format the brandmark may be reduced to 10% – 15% of the longest length. In the example in A, this logo is calculated at 15% of the material size.

117

APPLICATIONS

Large Format Poster (LFP) Overview

DO NOT directly adapt print ATL visuals onto LFPs. » A 40cm clear space is necessary for applications where the information is too close to the ground. » LFPs are exceptions where the Red Band and URL are within The Spot for increased visibility. » No body copy allowed. The headline should be able to communicate the message without any extra explanation. » A line that is a CTA or promotional message is allowed. But it should always be short and succinct.

GCC-004-18_Brand Promise_LFP_Preg_MarineParade_1410x2030H_FA1.indd 1

GCC-004-18_Brand Promise_LFP_Ladies_TiongBahru_2910x2715H_FA4_v1_path.indd 1

19/11/18 1:25 PM

29/11/18 4:18 PM

118

APPLICATIONS

Large Format Poster (LFP) Exceptions

For horizontal formats and mixed media LFPs, an exception can be made for the headline to sit in the secondary information area for increased visibility, instead of being housed within The Spot.

46â&#x20AC;? Monitor

Our brand promise is a pledge. To always offer the right advice. To be Simply Spot On. ocbc.com/SimplySpotOn

Clementi Branch

Our brand promise is a pledge. To always offer the right advice. To be Simply Spot On. ocbc.com/SimplySpotOn

40cm clear space area

119

APPLICATIONS

Large Format Poster (LFP) Overview – Promotional

The Art of Saving isn’t about the money they save, but the lessons they learn. Simply Spot On.

» A line that is a CTA or promotional message is allowed. But it should always be short and succinct.

ocbc.com/mightysavers

Simon

Master of Patience

Baby Sarah Master of Discipline

Sally

Master of Perseverance

The Art of Saving isn’t about the money they save, but the lessons they learn. Simply Spot On.

Receive a limited-edition pixel art pencil case or backpack when you deposit a minimum of S$500 or S$1,500 with OCBC Mighty Savers® respectively.

ocbc.com/mightysavers

Simon

Master of Patience

Baby Sarah Master of Discipline

Sally

Master of Perseverance

Terms and conditions apply.

Receive a limited-edition pixel art pencil case or backpack when you deposit a minimum of S$500 or S$1,500 with OCBC Mighty Savers® respectively.

Terms and conditions apply.

40cm clear space area 40cm clear space area

120

APPLICATIONS

Large Format Poster (LFP) Horizontal Applications – Promotional

For horizontal formats and mixed media LFPs, an exception can be made for the headline to sit in the secondary information area for increased visibility, instead of being housed within The Spot.

The Art of Saving isn’t about the money they save, but the lessons they learn. Simply Spot On. Receive a limited-edition pixel art pencil case or backpack when you deposit a minimum of S$500 or S$1,500 with OCBC Mighty Savers® respectively.

Simon

Master of Patience

Baby Sarah Master of Discipline

ocbc.com/SimplySpotOn

Sally

Master of Perseverance

Terms and conditions apply.

121

APPLICATIONS

Large Format Poster (LFP) Examples

CFSMSP-014-18_MSP CNY LFP - Tiong Bahru_5760W x 2575H_FA4.pdf

20/12/18

6:26 PM

Saving doesn’t just build values. It’s rewarding too. This Chinese New Year, grow your child’s saving habit with OCBC Mighty Savers® and receive a limited-edition gift. With S$500 minimum deposit in fresh funds, while stocks last.

Meet your changing life goals with peace of mind.

ocbc.com/mightysavers Terms and conditions apply.

CFSEA-040-18_CNY Campaign LFP - Tiong Bahru_4730W x 2720H_FA5.pdf

THE LAB

18/12/18

6:24 PM

Job Number/Title: CFSMSP-014-18_MSP CNY LFP - Tiong Bahru_5760W x 2575H_FA4

Date & Time: DEC 20 2018 06:25 PM

APPROVAL CHECKLIST Creative Art:

isual  Writer:

Designer / FA: Eleanor

Account Servicing:

Jude:

Tim:

Stephen:

Linus:

FA 

Release  Izlin:

Justina:

Take your fortune to greater heights. S$110 worth of NTUC Fairprice gift vouchers for every S$10,000 deposited in fresh funds to an OCBC Passbook or Statement Savings Account. No limit.

Multiply your returns with GREATLife Endowment Insurance and stay financially ready.

ocbc.com/cny Terms and Conditions apply. Promotion valid till 28 February 2019. Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation, for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

Important Notice: GREATLife Endowment Insurance is not a fixed or savings deposit, but an endowment insurance plan. The plan provides insurance coverage against Death, Total and Permanent Disability (TPD) and Terminal Illness (TI) till the policy anniversary on which the insured person is age 120 next birthday. GREATLife Endowment Insurance is underwritten by The Great Eastern Life Assurance Company Limited. As buying a life insurance policy is a long-term commitment, an early termination of the policy usually involves high costs and the surrender value, if any, that is payable to you may be zero or less than the total premiums paid. This is for general information and does not take into account your particular investment and protection aims, financial situation or needs. You should seek advice from a financial adviser before committing to a purchase. Otherwise, you should consider the suitability of the product. Visit ocbc.com/ GLEI for the full disclaimers. This advertisement has not been reviewed by the Monetary Authority of Singapore.

ocbc.com/GLEI

APPROVAL CHECKLIST

Creative Art:

Job Number/Title: CFSEA-040-18_CNY Campaign LFP - Tiong Bahru_4730W x 2720H_FA5 Writer:

Designer / FA:

Account Servicing:

Jaslyn:

Tim:

Stephen:

Linus:

Izlin:

Justina:

Date & Time: DEC 18 2018 06:00 PM isual 

FA 

Release 

For LFPs where the curve frame stretches across the entire width of the canvas, the URL will always be positioned on the right.

For LFPs where the curve frame does not stretch across the entire width of the canvas, the url will always be positioned on the left.

122

APPLICATIONS

Outdoor Creative Executions Non-Grid Exceptions

There are unique instances where not all elements of the grid are applied as is. Examples of such instances include odd-shaped media, in extreme lengths/height OOH where visibility is key, as well as small-sized winner’s announcement ads. Such exemptions have to be approved by Group Brand and Communications (GBC).

Odd-shaped media

Small-sized winner’s announcement ad

Congratulations Li Shi Yao, you’re going to Rio.

It’s cashback IT’S CASHBACK time TIME allYEAR year round ALL ROUND

Thanks to Visa, our lucky OCBC Cardmember, Li Shi Yao (SXXXX106A), is heading for a trip of a lifetime for two to the Rio 2016 Olympic Games.

OCBC 365 CREDIT CARD

OCBC 365 Credit Card

Notes: The OCBC logo was excluded from this execution as these balloons were only one element across a whole suite of outdoor branding at OCBC Cycle.

Notes: Limited media space of only 8cm x 9.6cm.

OOH where visibility is key

Pay with OCBC cards. Get S$3 off Esso fuel. EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Valid with a minimum of S$60 spent at FairPrice/Unity stores. Voucher is redeemable with a minimum of S$60 gross fuel spent at Esso service stations. Promotion is valid till 10 October 2018, limited to one fuel voucher per customer per day, while stocks last. PRIVILEGES FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

ocbc.com

EXCLUSIVELY FOR ALL OCBC CREDIT/DEBIT CARDMEMBERS

Terms and Conditions apply, please visit ocbc.com/doublesavings for full details. Plus! Visa Card is a banking product provided by Oversea-Chinese Banking Corporation Limited for Plus! U.

ocbc.com/doublesavings

123

APPLICATIONS

Outdoor Creative Executions Non-Grid Exceptions CFSEA-041-18_CNY Campaign LFP - Chulia Linkbridge_15505W x 925H_FA3.pdf

20/12/18

10:27 AM

OOH in extreme lengths/height

Take your fortune to greater heights. S$110 worth of NTUC FairPrice gift vouchers for every S$10,000 deposited in fresh funds to an OCBC Passbook or Statement Savings Account. No limit. Terms and Conditions apply. Promotion valid till 28 February 2019. Deposit Insurance Scheme: Singapore dollar deposits of non-bank depositors and monies and deposits denominated in Singapore dollars under the Supplementary Retirement Scheme are insured by the Singapore Deposit Insurance Corporation,for up to S$50,000 in aggregate per depositor per Scheme member by law. Foreign currency deposits, dual currency investments, structured deposits and other investment products are not insured.

ocbc.com/cny

Terms and conditions apply.

ocbc.com/mightysavers

124

APPLICATIONS

Outdoor Creative Executions Buses

Use discretion when applying the grid to outdoor executions, being mindful of the media space available. The priority in such cases must be to ensure that the headline, body copy and key message are displayed prominently. Bus wraps are an instance where the standard grid does not apply. In such cases, the elements of the grid are not mandatory to ensure clear communication of the key message.

125

Signages

APPLICATIONS

Signage Specifications Material »» Base Layer: 3M Panaflex 945 »» 2nd Layer: 3M 3630-43 Red

Existing Building Facade

»» Top Layer: 3M GPS 3640-114 Glossy

External Powder Coated (OCBC Red 63) Aluminium Casing

M12 Bolt (to PE’s detail)

3M Panaflex / 3m 3630-43/GPS Graphics Panel

LED Lighting

172mm Typical Section Details

127

APPLICATIONS

Signage Clear Space

(For signage only) Maintain a clear space of 20% of the Junk height at all times.

Primary marker: height of the Junk

Signage clear space = 20% X

Note: All signages except for those shown here must be approved by Group Brand and Communications (GBC) and CX.

128

APPLICATIONS

Signage

Horizontal â&#x20AC;&#x201C; Short Logo size The logo should be as big as possible whilst following signage clear space rules.

129

APPLICATIONS

Signage

Horizontal â&#x20AC;&#x201C; Regular Logo size The logo should be as big as possible whilst following signage clear space rules.

130

APPLICATIONS

Signage

Singapore Logo Placement – Regular Logo Placement In all cases the English logo should be centred above the main entrance. Chinese characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese characters should be used per branch.

Main Entrance Centre

Main Entrance Left

Main Entrance Right

Note: Clear Space between any logo must be at least one ‘OCBC’.

131

APPLICATIONS

Signage

Singapore Logo Placement – Long Logo Placement In all cases the English logo should be centred above the main entrance. Chinese characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese characters should be used per branch. A second English logo may be used. This must be one ‘OCBC’ away from the Chinese characters and at least 5000mm away from the English logo.

Minimum 5000mm Main Entrance Extreme Right

Note: Clear Space between any logo must be at least one ‘OCBC’. Minimum 5000mm Main Entrance Right

132

APPLICATIONS

Signage

Singapore Logo Placement – Side Elevation Logo Placement The English logo should be in the centre of the entrance, if any. If not it should be in the centre of the overall length of the sign. Chinese characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese characters should be used per branch.

Short Bulkhead with Side Elevation

Note: Clear Space between any logo must be at least one ‘OCBC’.

Side Elevation

Front Elevation

Long Bulkhead with Side Elevation Only the English logo should appear on the side elevation.

Side Elevation

Front Elevation

133

APPLICATIONS

Signage

Singapore Logo Placement – External Facade Logo Placement If only one English logo is used, it should be in the centre of the overall length. A second English logo may be used. This must be one ‘OCBC’ away from the Chinese characters and at least 5000mm away from the English logo with the first centred above the entrance. Minimum 5000mm

Chinese characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese characters should be used per branch.

Option 1 Minimum 5000mm

Note:

Option 2

Clear Space between any logo must be at least one ‘OCBC’.

134

APPLICATIONS

Signage

Malaysia Logo Placement – Regular Logo Placement In all cases the English logo should be centred above the main entrance. Chinese and Jawi characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese and Jawi characters should be used per branch. Main Entrance Centre

Note: Clear Space between any logo must be at least one ‘OCBC’.

Main Entrance Left

Main Entrance Right

135

APPLICATIONS

Signage

Malaysia Logo Placement – Long Logo Placement In all cases the English logo should be centred above the main entrance. Chinese and Jawi characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese and Jawi characters should be used per branch. A second English logo may be used. This must be one ‘OCBC’ away from the Chinese characters and at least 5000mm away from the English logo.

Minimum 5000mm Main Entrance Extreme Right

Note: Clear Space between any logo must be at least one ‘OCBC’. Minimum 5000mm Main Entrance Right

136

APPLICATIONS

Signage

Malaysia Logo Placement – Side Elevation Logo Placement The English logo should be in the centre of the entrance, if any. If not it should be in the centre of the overall length of the sign. Chinese and Jawi characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese and Jawi characters should be used per branch. Short Bulkhead with Side Elevation

Note: Clear Space between any logo must be at least one ‘OCBC’.

Long Bulkhead with Side Elevation Only the English logo should appear on the side elevation.

137

APPLICATIONS

Signage

Malaysia Logo Placement – External Facade Logo Placement If only one English logo is used, it should be in the centre of the overall length. A second English logo may be used. This must be one ‘OCBC’ away from the Chinese and Jawi characters and at least 5000mm away from the English logo with the first centred above the entrance. Chinese and Jawi characters should keep a clear space of ‘OCBC’ from the end of the lightbox. Only one set of Chinese characters should be used per branch.

Minimum 5000mm

Note: Clear Space between any logo must be at least one ‘OCBC’.

Option 1

Minimum 5000mm

Option 2

138

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