The deepest feelings; the strongest affections; to tug at one’s heartstrings. The organisation will deal with the elderly – caring for them. In hope that the reality of the elderly being abandoned or left to fend for themselves – especially after having made countless sacrifices to raise their children and contribute to society – will tug at the heartstrings of the younger generation. This may ensure that the younger generation will not neglect their elderly family members, but will care for them.
Red represents the Heart through which blood flows. Red will also represent the endless giving and self-sacrificial love for their loved ones. Furthermore the hardships that the elderly have undergone in life from the birth of their child, endless toiling to raising their families and contributions made to the society The colour Red too, accentuates the colours black nd white, breaking any inclination of monotony and dullness
A three-leaf clover-look a like. Simple yet immesnsely meaningful; the clover leaf is a common representation of living a carefree, prosperous and happy life, following an idiom to “live (life) in clover�
Content Introduction Heartstrings Society
02 03
Brand Identity Photography Style Coporate Signature Grid Core Elements Clear Space Minimum Size Incorrect Corporate Signature Usage Watermark Guide
06 07 08 09 10 11 12
Colour Primary and Secondary Colours Colour Value Chart
13 14 15
Typography Logotype and Primary Typeface
19
Pattern Full-colour and Negative Colour Patterns
20 21
Stationary Set Name Cards Letterhead Envelope Folder ID Card Uniform Miscellaneous
22 24 25 26 29 30 31 32
Photography Style | People
Pg 06
Photography is also a crucial part of Heartstrings Society’s visual identity. It should always be taken in monochrome.
Core Elements | Logotype
Pg 08
Heartstrings Society’s visual identity is an important asset as it represents a society of love. The colour red is symbolic of our hearts; our blood, our heartbeat. A heart of self-sacrificial and unconditional love for their loved ones. Blood that represents the hardship that the elderly have endured to raise their families The many contributions that have nurtured the heartbeat of our society.
1
2
The design for the organisation’s logo for ‘heartstrings society’ consist of a symbol in the word ‘heartstrings’. The letters ‘ea’ will made using a three-leaf cloverlookalike. The clover leaf is representative of living a carefree and prosperous life, following an idiom to “live (life) in clover”. The Heartstrings Society Signature comprises of two elements:
Heartstrings Society Signature
1 Primary Logo: Clover look a like 2 Primary Logotype: The Brand, Heartstrings Society The signature is a unique one - the Heartstrings logotype must never be re-typeset, nor be distorted in any ways or form. The proportions, as indicated on the left should be maintained. Only the approved digital files can be used.
Clear Space | Logotype
X
Pg 09
X
X
X
X
X
X
X
To maintain huge visibility of the logo, Heartstrings Society, the logo must always maintain minimum clear space around the logo. The logo must never appear to be linked or crowded by copy, photographs or graphic elements of any kind. The minimum clear space must never differ proportionally from the diagrams demonstrated on the left. The clear space for the Hearstrings Society logo is x around the signature. Take x as the height of the logo “ea�.
Minimum Size | Logotype
Pg 10
70 mm
50 mm
60 mm
40 mm
30 mm
Do not scale the logo smaller than the size stated at the right
20 mm
10 mm
10 mm
30 mm
To protect the legibility and impact of the Heartstrings Society Signature, it must never be reproduced in sized smaller than those shown on the left. For print applications, do not use the logo small than 30 mm width. Any further reduction would impair its legibility.
Corporate Signature | Inappropriate Usage
The Heartstrings Society logo must always be applied thoughtfully, carefully and appropriately. The examples on the left illustrates incorrect usage of the logo.
2
1
Pg 11
1 Never flip the logo. 2 Never reposition the elements.
3 Never use the logo in other than a horizontal position. 4 Never distort the logo
4
3
5 Never create an outline around the logo. 6 Never reproduce the logo smaller than the stated minimum size (see page 6).
5
6
Corporate Colour | Watermark Guide
Pg 12
The Heartstrings Society logo can also be a trademark or watermark that can be opacity down depending on it’s situation. It should be coloured if possible.
Pure
Opacity 50% - 10% Opacity 90% - 60%
Corporate Colour | Colour Palette
Pg 13
When creating the Heartstrings Society Signature, use the colours specified on the left only. 1 Full Colour: The primary usage of the signature should be in full-colour on a white background
1
PANTONE 1795C BLACK
2
GRAYSCALE OF PANTONE 1795C and BLACK
The other alternative are as shown on the left. If necessary on their respective backgrounds. 2 Grayscale: If there’s a need to use for a black and white version. 3 Red: This can be used if the full-colour logo cannot be created, or does not provide sufficient contrast against the background. 4 Black: If there’s a need to use for a black and white version, this is a soild black. And only one colour of ink, paint, stitching or engraving is possible.
3 PANTONE 1795C
4
BLACK
5 Grey: This can be used if the full-colour logo cannot be created, or does not provide sufficient contrast against the background. 6 White: If there’s a need to use for a black and white version, this is a soild black. And only one colour of ink, paint, stitching or engraving is possible.
5
GREY
6
WHITE, (outline as grid)
Use actual PANTONE® chips. Do not attempt to match examples in this guide.
Corporate Colour | Primary & Secondary Colour
Pg 14
Primary Colour PANTONE 1795C
The Heartstrings Society Signature, is consist of two colours;
Black Tint
Process Colour C 0 M 100 Y 100 K 0 RGB Value R 255 G 0 B 0
Pure
White Tint
Secondary Colour PROCESS BLACK Process Colour C 0 M 0 Y 0 K 100 RGB Value R 0 G 0 B 0
Tint
Primary Colour: Red; Pantone 1795C use the colours specified on the left only. Secondary Colour: Black. Use actual PANTONE速 chips. Do not attempt to match examples in this guide.
Colour | Full Colour Signature Value Chart
Pg 15
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Colour | Primary Colour Signature Value Chart
Pg 16
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Colour | Secondary Signature Value Chart
Pg 17
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Colour | Secondary Signature Value Chart
Pg 18
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Tint 10% - 50%
Tint 60% - 100%
Typography | English Type Face
Pg 19
A Quick Brown Fox Jumps Over The Lazy Dog.
Print Usage The Primary and Secondary typeface; Bodoni Svty and Myriad Pro font family is the approved typeface for the Heartstrings Society brand. Bodoni Svty is used to create the Heartstrings Society logo type as it exudes calmness. Its rounded edges appeal to the idea of familiarity and cohesion as well as a sense of wholesomeness and a spirit of a common, shared identity. Myriad Pro, the secondary typeface is a simple and contemporary type style that is used as a basic typeface for the other colatrials. It is to complement the Heartstrings Society logotype.
Primary Type Face
Secondary Type Face
Bodoni Svty Book
Myriad Pro Regular
Myriad Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
Myriad Pro Italic
Myriad Pro Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
Myriad Pro Semi Bold
Myriad Pro Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
Bodoni Svty Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
Bodoni Svty Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 1234567890@#$%^&*!?/:;.”{}[]()
Pattern | Logotype
Pg 20
To reinforce the identity of the brand Heartstrings Society. A corporate pattern is created. Using the “ea� of Heartstrings as a motif to formulate a visual style pattern. The motif pattern only consists of one colour. It can be a repeated pattern on the sides as shown on this page. The pattern can be filled throughout the whole paper. (see page ___) The watermark can be tinted down depending on situation. It is best used at 30-10%, so as to minimise distraction.
0.08x
0.2x
Pattern | Logotype Colour
Pg 21
To reinforce the identity of the brand Heartstrings Society. A corporate pattern created. It is reproduced using the “ea” of Heartstrings as a motif for a visual style pattern. The motif pattern consists of three colours: Red, Grey, Black, White. 1 Primary Red Pattern on White Background 1
2
3
2 Inverse of No. 2, White Pattern on Primary Red Background 3 Primary Red Pattern on Secondary Red Background
4 Greyscale of No. 1, Primary Red Pattern on White Background
4
5
6
5 Greyscale of No. 2, White Pattern on Primary Red Background
6 Greyscale of No. 3, Primary Red Pattern on Secondary Red Background 7 Black Pattern on White Background 8 Inverse of No. 7, White Pattern on Black Background All the patterns shown on the left are usable. No. 3, as the default pattern.
7
8
Blk 17
3 Toa
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01
73 www .heart | T 625 0 22 strings societ 22 F 62 50 22 y.com
00 | R
eg No.
884 -5
5 -847
Stationary Set Blk 17
3 Toa
Payo h Lo
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01
73 www .heart | T 625 0 22 strings societ 22 F 62 50 22 y.com
00 | R
eg No.
884 -5
5 -847
Blk 1
73 To
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ExecuIS PHU tive O A fficer (65) 6 Blk 1 250 2222 73 | Singa Toa Payo (65) 9021 pore h 19 09 3101 Lor 1 73 phyllis www phua@ h .heart string ss.com ss Chief
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PHYL
ociety .com
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www 173 | T .heart 6 strings 250 222 2F societ y.com 6250 2
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47
Stationary | Name Card
Pg 24
9 mm 6.8 mm
8 mm
9 mm 6.8 mm
5 mm 6.8 mm
PHYLLIS PHUA Chief Executive Officer
(65) 6250 2222 | (65) 9021 1909 Blk 173 Toa Payoh Lor 1 Singapore 310173 phyllisphua@hss.com
www.heartstringssociety.com
5 mm
5 mm
5 mm
Name Card Size 85 x 50 mm (h x w) Recommended Paper 250 gsm to 300 gsm
Stationary | Letterhead
Pg 25
15mm 15.8 mm
www.heartstringssociety.com
94 mm, centralised
6.8 mm 15 mm
5 mm 15 mm
Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847
15 mm
15 mm 8 mm
Letterhead Open Size 297 x 210 mm (h x w) Folded Size 99 x 210 mm (h x w) Recommended Paper 100 gsm to 120 gsm
Stationary | Envelope
15 mm
Pg 26
97 mm
15 mm 15.8 mm 5 mm
8 mm
27 mm
6.8 mm
Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847 www.heartstringssociety.com
5 mm
41 mm 94 mm, centralised
Envelope Open Size 307 x 245 mm (h x w)
106 mm
Closed Size 106 x 221 mm (h x w) Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847 www.heartstringssociety.com
Recommended Paper 120 gsm
Stationary | Envelope
Pg 27
15 mm 15.8 mm 5 mm
8 mm
40 mm
6.8 mm
Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847 www.heartstringssociety.com
5 mm
94 mm, centralised
Envelope Open Size 297 x 317 mm (h x w) Closed Size 160 x 230 mm (h x w) Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847 www.heartstringssociety.com
Recommended Paper 120 gsm
Stationary | Envelope
Pg 28
100 mm, centralised
Envelope Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847 www.heartstringssociety.com
15 mm Die Cut
94 mm, centralised
Open Size 297 x 317 mm (h x w) Closed Size 160 x 230 mm (h x w) Recommended Paper 120 gsm
Stationary | Folder
Pg 29
15 mm
20 mm
7 mm
Folder Open Size 320 x 440 mm (h x w) 125 mm
Closed Size 320 x 220 mm (h x w) Recommended Paper 120 gsm
Identification | ID Card
Pg 30
12.5 mm
35 mm
PHYLLIS PHUA Chief Executive Officer
24 mm
2.5 mm www.heartstringssociety.com
10 mm
ID Card Size 85 x 50 mm (h x w) ID Photo Size 35 x 24 mm (h x w)
Uniform | Polo T-Shirt and T-Shirt
Pg 31
This Heartstrings Crew T-Shit and Polo T-Shirt are meant for all full-time and part-time workers, regardless of ranks and position.
1
Front
Back
1
The T-Shirt should be plain white or red with the symbol logo on the left chest and the logo at the center back of the shirt.
2
The Polo T-Shirt should be plain white or red with the symbol logo on the left chest and the logo at the center back of the shirt.
Shirts comes in two colour; White and Red
2
Front
Back
Miscellaneous | Pencil and CD
Pg 32
2
1 1
Heartstrings Society’s Pencil
2
Heartstrings Society’s CD
Miscellaneous | Badges and Cap
1
Pg 33
2
1
The Badges comes in white or red withthe symbol logo. Red represents the Heart White badge with red clover represents “your” heart Red Badge with white clover represents the society sharing this heart.
2
In order to enhance the identity of Heartstrings Society, we’ve included the hat as well. It should be in white, and the logo are being stitched on.
Miscellaneous | Donation Can
1
Pg 34
2
This Heartstrings’ Donation Tin Can. 1
Front: Heartstrings Logo
2
Back: “your touch makes a difference”