Brand Guide
CONTENTS
1. CULTURE
3. APPLICATIONS
1.1 We Are
3.1 Call Card
1.2 Philosophy
3.2 Business Card 3.3 Letterhead
2. LOGO
3.4 Envelope 3.5 CD
2.1 Symbol
3.6 CD Sleeve
2.2 Logo Elements
3.7 Donation Kit
2.3 Wordmark
3.8 Website
2.4 Logo Relationships
3.9 Direct Mailer
2.5 Minimum Areas 2.6 Colour Variations 2.7 Incorrect Uses
1. Culture
1.1
WE ARE a non-proďŹ t organization with the mission to improve the welfare of stray and abandoned dogs in Singapore. We aim to generate greater support for this cause, to speak up and help these local stray dogs, and to slowly change the bias of society to accept these wonderful creatures, so full of love and loyalty.
1. Culture
1.2
PHILOSOPHY We work with a simple philosophy of 'One dog at a time', and every dog under our care is precious to us. With that philosophy, we adhere to a very strict code of no-kill, and we will do what it takes to ensure the dogs in our care receive the optimum care and protection, regardless of their health condition.
2. LOGO
2.1 Symbol
Our brand is our treasure, our most valuable asset. It helps us to build an emotional connection with our viewers. The logo conveys a friendly yet professional persona. The heart shape exempliďŹ es the nature of ASD as an organisation with compassion, while the arm reaching out to hug the dog reects exactly what ASD is about- to care for and improve the welfare of the local stray dogs.
2.2 Logo Elements
Univers LT Std 65 Bold
logo/ symbol Wordmark
Pantone 136M
Univers LT Std 45 Light
The relationship between each element of our logo has been carefully considered: the letters have been specially arranged and colours have been chosen to create a unique and distinctive mark. We must project it to maximise its impact, while protecting it to preserve its integrity.
2.3 Wordmark
ASD
Univers LT Std 65 Bold
Action for
Singapore Dogs
Univers LT Std 45 Light
ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890 (.,:;?!/“- *) ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890 (.,:;?!/“- *)
The ASD Action for Singapore Dogs wordmark is primarily made up of the Univers typeface (65 Bold and 45 Light)
2.4 Logo Relationships
X
X
Action for Singapore Dogs
Horizontal Relationship Height of “A” in ASD is equivalent to height of dog in the logo symbol. The spacing of each element is always determined by either the height of width of a cap “X” for consistency throughout.
2.4 Logo Relationships
X Action for Singapore Dogs
Vertical relationship The spacing of each element is always determined by either the height of width of a cap “X” for consistency throughout.
2.5 Minimum Areas
X
X
X
X X
The recommended
The clear space zone “X” is calculated
minumum size for
using the width of “D” in the Wordmark.
reproducing the logo is
The above example illustrates how the
18mm.
clear space zone should be applied to the preferred version of the logo. The size of our logo is measured from the
18mm
left-hand edge of the heart shape to the right-hand edge of the letter “D” in the Wordmark.
2.5 Minimum Areas
X
X
Action for Singapore Dogs X
X
X
The recommended
The clear space zone “X” is calculated
minumum size for
using the width of “D” in the Wordmark.
reproducing the logo
The above example illustrates how the
is 36mm.
clear space zone should be applied to the preferred version of the logo. Action for Singapore Dogs
36mm
The size of our logo is measured from the left-hand edge of the heart shape to the right-hand edge of the letter “s” in the Wordmark.
2.5 Minimum Areas
X
X
X
Action for Singapore Dogs X
X
The recommended
The clear space zone “X” is calculated
minumum size for
using the width of “D” in the Wordmark.
reproducing the logo
The above example illustrates how the
is 15mm.
clear space zone should be applied to the preferred version of the logo. The size of our logo is measured from the
Action for Singapore Dogs
15mm
left-hand edge of the letter “A” in the wordmark to the right-hand edge of the letter “r” in the Wordmark.
2.6 Colour Variations
Full colour logo on white background
Full colour logo on black background
Full colour logo on grey (40% black) background
The use of Gold, Pantone 136M constitute the full colour expression of the ASD logo Whenever possible, it is preferred that the full colour logo appears on either a white or black background to reinforce the attributes of the ASD identity.
2.6 Colour Variations
Reverse white logo on orange (Pantone 136M) background
Reverse white logo on black background
Reverse white logo on grey (40% black) background
Reverse white logo The reverse white logo can be applied when the background interferes with the dynamism of the ASD logo or when printing / cost constraints prevail.
2.7 Incorrect Uses
ASD
Action for Singapore Dogs
Do not alter the position of any elements
Do not recreate the logo using another typeface
Do not distort the logo in any way
Do not use a size relation other than that provided in this guide
Do not use a drop shadow under the logo
Do not reduce the logo to a size smaller than the speciďŹ c minimum size
Do not slant the logo at an angle
Do not outline the logo
Do not outline the logo
Our corporate identity is a valuable asset and its integrity should never be compromised. It is important that we use our logo consistently. Do not alter, manipulate or position the logo on non-speciďŹ c or inappropriate background.
2.7 Incorrect Uses
Do not ďŹ ll the logo with images
Do not change the colours of the logo
Do not use a low resolution reproduction of the logo
Do not overlay the logo on a photographic background
Do not use colours that are not speciďŹ ed
Do not crop the logo
This is new identity Do not place the logo on a patterned background
Do not place the full colour logo on a background that will render any part of it to be unclear
Do not incorporate the logo into a body copy or sentence
Our corporate identity is a valuable asset and its integrity should never be compromised. It is important that we use our logo consistently. Do not alter, manipulate or position the logo on non-speciďŹ c or inappropriate background.
3. APPLICATIONS
3.1 Call Card
Action for Singapore Dogs
ASD
One dog at a time
80 Lim Chu Kang Lane 1 Singapore 718911 6100 2737 9259 0658 info@asdsingapore.com www.asdsingapore.com
Upon ďŹ rst encounter of our call cards, the receiver can feel and see what ASD is about. Taking the shape of a dog tag, ASD hopes that it serves as an indication that for every tag given out, it creates a chance for another dog out there to be saved. Pantone 136M
c0 m0 y0 k10
3.2 Business Card
ASD
Action for Singapore Dogs
One dog at a time
RICKY YEO President
80 Lim Chu Kang Lane 1 Singapore 718911 6100 2737 9145 4818 ricat@pacific.net.sg www.asdsingapore.com
Namecard size: 8.8cm x 5.5cm Pantone 136M
c0 m0 y0 k10
3.3 Letterhead
Action for Singapore Dogs
Address of recipient goes here
80 Lim Chu Kang Lane 1 Singapore 718911 Tel: 6100 2737 Email: info@asdsingapore.com Website: www.asdsingapore.com
3.3 Letterhead
3cm
2cm
Action for Singapore Dogs
80 Lim Chu Kang Lane 1 Singapore 718911 Tel: 6100 2737 Email: info@asdsingapore.com Website: www.asdsingapore.com
Regina Yong 135 Serangoon Ave 3, #05-08 Chiltorn Park Condominium Singapore 556114
Dear Regina,
Lorem ipsum dolor sit amet, neque etiam nunc lorem, nibh qui hendrerit dui nunc, erat non pulvinar venenatis, interdum dictumst ut in. Sed amet ultrices, venenatis in arcu nunc eleifend at suspendisse, mattis vivamus proin, cras fusce eu turpis tortor nunc nec, vel magna condimentum viverra. Morbi in ipsum, wisi nisl amet nullam, massa wisi, tempus risus ipsum ut et. Tellus elit, tellus lorem amet a felis aenean cras, vel enim nostra fusce tempus, sem sed ac mauris, in enim velit sit fermentum. Primis pharetra tortor sit, at sem vel sodales praesent sed ac, aliquam ac, volutpat quisque sollicitudin. Class aliquet posuere volutpat sed, nulla sit neque sit. Sit vitae arcu, sed pellentesque varius risus rem facilisis ante, justo sit erat. Integer volutpat, nulla in suspendisse ligula scelerisque, porttitor pharetra odio. Pretium tellus, nisl vulputate suspendisse a aliquam ligula sed. Nec pretium nam morbi, phasellus dolor quis nibh. Accumsan volutpat nibh nulla mauris vitae mauris. Aenean suspendisse sed scelerisque fermentum id, et congue nec ante ut. Massa vel vivamus, orci eget, ipsum reprehenderit. Massa proin ipsum, at nulla convallis vitae. Felis felis id congue sed vitae id, sed at, est quis elit, mi nec et et molestie sed, in morbi facilisis. Est scelerisque ac consectetuer varius ac urna. At malesuada cursus suscipit, imperdiet nec dui rhoncus metus ac orci, porttitor quis ac, nunc sapien, id suscipit. Mi at excepteur dictumst. Tincidunt at, nibh metus elit. Eu cubilia non, in turpis lobortis quam. Magnis magnis. Nunc amet mauris cras, sit mauris posuere ut earum nullam nulla. Neque eleifend maecenas neque nulla amet. Ad justo quis, in litora, sunt eu laoreet, eu in, nulla sed wisi libero. Eget quis blandit placerat vestibulum eget convallis, lectus et a non a metus sed. Venenatis a nulla felis velit quis per. Lacus neque ante aliquet bibendum placerat ligula sit nulla, risus eu. .
Yours Sincerely,
Ricky Yeo President
Letterhead size: A4 Typeface: Times, Size 11
3.4 Envelope
23cm
11.5cm
Action for ASD Singapore Dogs 80 Lim Chu Kang Lane 1 Singapore 718911 www.asdsingapore.com
One dog at a time
3.4 Envelope
23cm
11.5cm
Action for ASD Singapore Dogs
80 Lim Chu Kang Lane 1 Singapore 718911 www.asdsingapore.com
One dog at a time
3.5 CD
12cm CD-R
3.6 CD Sleeve
One dog at a time
80 Lim Chu Kang Lane 1 Singapore 718911 Tel: 6100 2737 Email: info@asdsingapore.com Website: www.asdsingapore.com
12.75cm x 12.75cm
3.7 Donation Kit
Donation kit includes a donation tin can label, donation stickers and a donation card. Donation tin measures d80 x 101mm Stickers measure d25mm
3.7 Donation Kit
Outside
Action for Singapore Dogs
Tear along this line
DONATION CARD
As a non-proďŹ t society, ASD relies soley on the generosity of the public to help fund our rescue, rehabilitation and rehoming acitivities. We receive no government or corporate funding. Because we believe in giving the animals that we take in the best help possible regardless of their health condition, our major expenditure is on medical aid for the dogs we take in. Other expenses include sterilization, pet transportation, boarding and maintenance fees when our foster homes are full and food to support the stray feeders. Your contribution will ensure that we have the means to continue with the quality care that these dogs require and deserve, and that you will be instrumental in giving them a second chance at life.
Inside
NO.
Donation card Size: 210mm x 444mm 3 panels, A5 each. Last panel to be detached as envelope after completion of donations.
NAME
AMOUNT
Thank you for your much needed help in raising fund for our local stray dogs! No cheques or credit cards, only cash.
SIGNATURE
NO.
NAME
AMOUNT
SIGNATURE
EMAIL ADDRESS
EMAIL ADDRESS
Tear along this line
Action for Singapore Dogs
one dog at a time
3.8 Website
Website www.asdsingapore.com
3.8 Website
3.8 Website
3.8 Website
3.8 Website
3.9 Direct Mailer
Monthly issue of PET TALK, direct mailer 14.8cm x 21cm
3.9 Direct Mailer
Monthly issue of PET TALK, direct mailer 14.8cm x 21cm
3.9 Direct Mailer