Table of Content Introduction 1: Strategy 2: Identity
3: Sub-Brands 4: Applications
1 1.1 Current Logo
3
1.2 The Analysis
5
2.1 Logo
9
2.2 Exclusion Zone and Minimum Size
11
2.3 Logotype
13
2.4 Logo Restrictions
15
2.5 Color Scheme
17
2.6 Recommended Positioning
19
3.1 Preferred Logo(s)
23
3.2 Specifications
27
4.1 Stationeries
47
4.2 Merchandise
49
4.3 Exterior
51
4.4 Interior
53
4.5 Signage
55
Introduction Rumah Sakit Dr.Cipto Mangunkusumo (RSCM to be short) is one of Indonesia’s Government Hospital located in Central Jakarta. Besides known as a national hospital, RSCM also famously known as an educational Hospital, it has become a learning based for medical students in University of Indonesia. The name of this hospital taken from the name of dr. Tjipto Mangoenkoesoemo, who was an Indonesian patriotric figure during the war time. The Graphic Standard Manual is intended as a guide book for the creation of a new identity of RSCM. This GSM will also potrays the media applications of the new identity.
RSCM GSM / 1:Strategy / 1.1 Current Logo
1 : Strategy 1.1 Current Logo These are description behind the current RSCM logo: R.S. Dr. Cipto Mangunkusumo is a national hospital, which always giving reachable and have a certain quality service.
VALUES Patient is the main customer Good corporate culture
VISION Education hospital and national referenced hospital center in Asia Pacific in 2014.
CULTURE VALUE Professionalism Integrity Care Continuous perfecting Learn and educate
MISSION Offering perfect health service and have a certain quality, reachable service as well, for all society. Become an education and health staff research place A research place and developing in accordance increase society health degree, through independent management.
RSCM CARE MOTTO R : Respect S : Standby always C : Conscientious M : Magnificent
RSCM GSM / 1:Strategy / 1.1 Current Logo
RSCM LOGO RSCM with Tahoma italic on the right with blue colour describing RSCM vision moving to independent and well known hospital. Dynamic red curve line towards RSCM logo is a description dynamic of RSCM forwarding changes for always increasing first rate service, education and research result, human resource productivity and RSCM business position.
White within blue basic element symbol, is a description of RSCM holding mission in giving quality, reachable health as well, for all society element along with quality health education and research through independent management base on RSCM mission.
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RSCM GSM / 1:Strategy / 1.2 The Analysis
1.2 The Analysis
(+)
• The shadowed cross sign makes it more modern and denotes that the brand for its logo is a hospital. • As simple and as clear as its get.
(–)
• Somehow it feels empty. Too much white space. • The red line should have been longer a bit, to create a visual that captured all of the elements inside the logo (RSCM logotype and the cross mark) • Negative cross mark could have been placed nearer the RSCM logotype. To make it looks as a unity to the overall looks of the logo.
RSCM GSM / 1:Strategy / 1.2 The Analysis
Compared to other hospital logos in Indonesia, the current logo of RSCM sure is one with less eye-catching implementations. Being as one of the oldest hospital in the capital city could be the one of the caused for this issue. The current logo might be effective as far for its usability, to represent a hospital. It is clear and simple. Just by the glance look, people know that it is a hospital logo. But other than that, it seems that the logo has many flaws and somehow does not quite looks interesting.
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The Inspiration The new logo of Rumah Sakit Cipto Mangunkusumo, or usually known as RSCM, is inspired by the Art Deco. The depiction of the building, and the fact that RSCM is famously known for its historical background, made it suitable to apply this style of art deco for the new logo. The arrow mark represents an escalate healthness and uplifting mood for the patients of RSCM.
RSCM GSM / 2:Identity / 2.1 Logo
2 : Identity 2.1 Logo
The RSCM logo is the single most powerful element in our identity. It consists of two elements, logo marks and logotype. For the logo marks, it sucessfuly identifies RSCM. The arrow represent of something that increasing, something uplifting. The essence of classicness still depicted from the gray lines. It still carries the DNA of RSCM past logo, with the cross symbol while putting it into a more stylish yet sophisticated looks.
RSCM GSM / 2:Identity / 2.1 Logo
Preffered logo
Inverse version of the logo
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RSCM GSM / 2:Identity / 2.2 Exclusion Zone and Minimum Size
2.2 Exclusion Zone and Minimum Size x
x
x
RSCM logo should be treated with respect and given appropriate space to stand out. The exclusion zone (the blue area) is the area in which no other graphics or text should appear and the closest that our logo can come to the edge of the page.
RSCM GSM / 2:Identity / 2.2 Exclusion Zone and Minimum Size
To preserve the accuration of the logo, it is best to keep the logo in certain size. The illustration on the left shows what size is the minimum size for the logo.
If the logo gets any smaller than the indication given below, it will ruin the implementation of the thin gap lines on the cross mark.
17.75mm
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RSCM GSM / 2:Identity / 2.3 Logotype
2.3 Logotype
The typeface used for the logotype is Trajan Pro, the regular one. Serif typeface such as Trajan Pro suited well with the concept of giving classicslash-timeless meaning to the overall looks. It is mandatory to use this typeface for the logotype.
RSCM GSM / 2:Identity / 2.3 Logotype
Trajan Pro UPPERCASE
LOWERCASE
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
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RSCM GSM / 2:Identity / 2.4 Logo Restrictions
2.4 Logo Restrictions To keep the integrity of the logo, it must never altered, distort or redraw it in any way. Any modification of the logo; in forms, measurement of logo-type and/or logo-marks will create a big different and change the overall looks of the logo. These examples on the right show incorrect usage of the logo. Avoid this at all costs because it leads to inconsistent communication and a fragmented brand.
X
Never place the logo on another dark blue background.
X
Never distort. Both the logo marks nor the logotype.
RSCM GSM / 2:Identity / 2.4 Logo Restrictions
X
Do not change the size of either the logo marks or logotype separately. Always stick to the rule of exclusion zone.
X
Do not remove any parts of the elements of the logo
X
Never change the color of the elements. Both logo marks nor logotype.
X
Do not reverse the logo.
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RSCM GSM / 2:Identity / 2.5 Colour Scheme
2.5 Colour Scheme PANTONE 2748 U R25 G47 B138 C100 M90 Y0 K0
PANTONE 417 U R99 G99 B78 C1 M0 Y47 K65
53.99%
PANTONE 414 U R176 G175 B160 C0 M60 Y10 K30
RSCM GSM / 2:Identity / 2.5 Colour Scheme
The colour scheme for RSCM logo is and its lines of business are Pantone Dark Grey 417U Pantone Light Grey 414U and Pantone Dark Blue 2478U The grey(s) are to be put in gradient-coloured elements. It is important that these colours are used no where else. It is important to match the colours to the Pantone swatches whenever the colours are reproduced to achieve consistency.
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RSCM GSM / 2:Identity / 2.6 Recommended Positioning
2.6 Recommended Positioning
RSCM GSM / 2:Identity / 2.6 Recommended Positioning
Example of position placement in RSCM business card
Jl. Diponegoro No. 71 Kenari Senen Jakarta Pusat 10310 Indonesia
Front
JADWAL PRAKTEK : Senin Selasa Rabu Kamis Jum’at Sabtu Minggu
Back
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About Sub-Brand The sub-brand(s) logo for RSCM consists of 15 different divisions. The concept behind these sub-brands are taken from the element of RSCM main logo. The part that chosen to be put is the head of cross, that symmetrical part with slightly vertical gap inbetween lines. Underlines also applied, taken from one line with slanted edge. Sub-brands logo also made with different color background, matched with each characteristic.
RSCM GSM / 3:Sub-Brands / 3.1 Preferred Logo(s)
3 : Sub-Brands 3.1 Preferred Logo(s) There are 15 sub-brands logo for RSCM. Each logo consist of different logo marks (symbols) as well as colors. This is important as it will differentiate each meaning of hospital division or clinics.
RSCM GSM / 3:Sub-Brands / 3.1 Preferred Logo(s)
24
RSCM GSM / 3:Sub-Brands / 3.1 Preferred Logo(s)
RSCM GSM / 3:Sub-Brands / 3.1 Preferred Logo(s)
26
RSCM GSM / 3:Sub-Brands / 3.2 Sub-brand Specifications
3.2 Sub-brand Specifications The sub-brands logo can be used to denotate or inform certain division (clinics) in RSCM. This will give clearer message for viewers or patients to understand the job of the clinics.
Default Element The characteristic of these sub-brands: • Each clinic has its own colors of background & for the title • Each clinic has its own symbol • Each clinic has its own title
RSCM GSM / 3:Sub-Brands / 3.2 Sub-brand Specifications
The must-have(s) that applied on sub-brands:
The pattern (form) of elements for logo background must remain the same.
Title of subbrands must use same typeface: Trajan Pro.
Must have this same underlinestyle, slanted at the edge.
Must use white colour for all symbols.
PANTONE WHITE 11- 0601
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RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
3.3 Sub-brand Color Scheme
PANTONE 190U
C0 M55 Y22 K0 R235 G120 B139 49.69%
PANTONE 194U
C0 M64 Y64 K33 R149 G0 B40
PANTONE 1787C
C0 M76 Y60 K0 R230 G75 B74
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 190U
C52 M0 Y9 K0 R98 G195 B222
PANTONE 631C
C67 M0 Y12 K2 R48 G176 B207
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
98.12%
PANTONE DS 245-1U
C100 M3 Y30 K30 R0 G120 B139
30
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 299C
C85 M19 Y0 K0 R0 G152 B216 98.16%
PANTONE DS 224-1 U
C100 M35 Y0 K40 R0 G86 B137
PANTONE DS 224-3 U
C95 M25 Y0 K35 R0 G102 B153
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE DS 211-7 U
C40 M10 Y5 K0 R164 G203 B230
PANTONE DS 199-1 U
C100 M0 Y70 K40 R0 G55 B112
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
76.69%
PANTONE DS 201-2 U
C90 M70 Y30 K15 R47 G74 B116
32
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 237C
C3 M49 Y0 K0 R225 G132 B182 50.30%
PANTONE 219C
C1 M88 Y0 K40 R231 G55 B140
PANTONE 237C
C3 M49 Y0 K0 R225 G132 B182
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 1895 U
C0 M28 Y7 K0 R244 G182 B195
PANTONE 521U
C27 M47 Y70 K0 R167 G124 B183
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
81.59%
PANTONE 2587 U
C59 M66 Y0 K0 R101 G82 B160
34
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE DS 6-4 U
C0 M10 Y100 K5 R249 G213 B0 72.39%
PANTONE 166C
C0 M64 Y100 K0 R238 G116 B2
PANTONE 1505 C
C0 M42 Y77 K0 R243 G144 B59
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE DS 77-1 U
C8 M82 Y82 K0 R220 G73 B51
PANTONE 186C
C0 M100 Y81 K4 R212 G0 B41
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
77.91%
PANTONE DS 85-1 U
C30 M100 Y100 K30 R141 G26 B20
36
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 345U
C38 M0 Y32 K0 R172 G215 B191 72.39%
PANTONE 339U
C84 M0 Y56 K0 R0 G166 B239
PANTONE 3395 U
C61 M0 Y45 K0 R86 G183 B47
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 375U
C41 M0 Y78 K0 R171 G204 B89
PANTONE 335U
C94 M0 Y100 K0 R0 G156 B58
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
68.1%
PANTONE 335U
C94 M0 Y100 K0 R0 G155 B62
38
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 1777 U
C0 M58 Y36 K0 R241 G137 B137 52.15%
PANTONE 1797 C
C0 M100 Y99 K0 R220 G8 B20
PANTONE 1787 C
C0 M76 Y60 K0 R230 G75 B74
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 1625 U
C0 M31 Y37 K0 R249 G194 B162
PANTONE 1645 U
C0 M49 Y66 K0 R239 G131 B77
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
76.69%
PANTONE 166C
C0 M64 Y100 K0 R238 G116 B2
40
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE DS 26-3 U
C10 M40 Y100 K0 R229 G161 B0 77.3%
PANTONE DS 42-1 U
C30 M70 Y100 K30 R145 G76 B21
PANTONE DS 42-1 U
C30 M70 Y100 K30 R145 G76 B21
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 149U
C0 M23 Y47 K0 R250 G189 B123
PANTONE 7504 U
C0 M25 Y45 K40 R148 G113 B78
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
78.53%
PANTONE 154U
C0 M46 Y100 K34 R157 G90 B0
42
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
PANTONE 7439 C
C20 M35 Y0 K0 R185 G151 B199 77.3%
PANTONE 527 C
C73 M100 Y0 K0 R83 G28 B128
PANTONE 2583 C
C46 M63 Y0 K0 R126 G90 B163
PANTONE 415U
C0 M0 Y0 K56 R129 G131 B134
RSCM GSM / 3:Sub-Brands / 3.3 Sub-brand Color Scheme
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Applications Background Media applications are needed to give a glance looks on how the identity applied on a real surface or objects. It is also a denotation of how the identity is going to be applied best. Media applications consists of the looks of exterior design of the hospital building, the application on the hospital interior, as well as the application of various items.
RSCM GSM / 4:Sub-Brands / 4.1 Stationeries
4 : Applications 4.1 Stationeries
RSCM Folder
RSCM Business Card
Jl. Diponegoro No. 71 Kenari Senen Jakarta Pusat 10310 Indonesia
JADWAL PRAKTEK : Senin Selasa Rabu Kamis Jum’at Sabtu Minggu
Jl. Diponegoro No. 71 Kenari Senen Jakarta Pusat 10310 Indonesia
RSCM GSM / 4:Sub-Brands / 4.1 Stationeries
RSCM Envelope
48
RSCM GSM / 4:Sub-Brands / 4.2 Merchandise
4.2 Merchandise
Scrubs Uniform
RSCM GSM / 4:Sub-Brands / 4.2 Merchandise
Media applications on various items
50
4.3 Exterior Application of the logo on building exterior of RSCM.
4.4 Interior The application of logo marks on hospital beds in RSCM.
RSCM GSM / 4:Sub-Brands / 4.5 Signage
4.5 Signage
Poliklinik Anak - Area
RSCM GSM / 4:Sub-Brands / 4.5 Signage
Poliklinik Akupuntur - Area Poliklinik Kulit & Kelamin - Signage
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RSCM Graphic Standard Manual Made by Sarah N Soejono 1401141992