Brand Identity System | 1

2007 BrainMark Vietnam | Vietnamese Version

8rcnc lcenIiIy Sy:Iem De:ign
Brand Identity System | 2
BrainMark Vietnam trn trong gii thiu dn Qu vj, nhng ngui
yu thch v dam m xy dung pht trin thuong hiu
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Des|gn
8rond
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Tiu chun BMG
____________________________________________
B ti liu ny do BrainMark Vietnam bin soan v duoc kim tra cht luong
theo tiu chun ca BrainMark International Group thng 7 nm 2007.
Gim c iu Hnh
Nguyn Thanh Tn, MBA
225D Trn Quang Khi, P. Tn jnh, Qun 1, Tp.HCM
Tel: (08) 38 466 477 0909 516 516
Email: info@bmg.edu.vn
Web: www.bmg.edu.vn
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Brand Identity System | 6
Li ni du
Ngy nay tai Vit nam, ngy cng nhiu cc doanh nghip quan tm
dn vic xy dung v pht trin thuong hiu, tuy nhin d c duoc tnh
nht qun v chuyn nghip trong cc thng dip truyn thng, cc
doanh nghip thung nh dn nhng nh thit k tao ra mt h thng
nhn din thuong hiu (Brand Identity System)..
Qua nhiu nm tu vn cho cc doanh nghip, BrainMark Vietnam lun
nhn duoc d nghj h tro tu vn thuong hiu v h thng nhn din
thuong hiu, do vy hm nay chng ti bin soan v gii thiu b ti
liu ny dn vi tt c qu vj v cc ban nhm phn no gip doanh
nghip Vit Nam trong vic thit k h thng nhn din thuong hiu
han chinh.
Thng tin gp diu chinh, qu vj vui lng gi v Phng qun l cc du
n Tu vn, Cng ty BrainMark Vietnam, hoc vui lng chuyn tin qua
email: info@brainmarkvietnam.com.
BrainMark Vietnam
Brand Identity System | 7
Thit k h thng nhn din thuong hiu l buc k thut sng tao
khi du cho vic pht trin thuong hiu
John Bellamans, BrainMark Vietnam
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|ns|ght
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Muc luc
Ni dung Trang
Li m du 6
Logo & nhng nguyn tc co bn 17
ngha 18
Kch thuc v khng gian xung quanh logo 23
Mu logo v cc ng dung trn nn mu 29
Logo don sc (1 mu) 33
Nhng diu phi trnh khi s dung logo 34
Qui djnh v vic s dung typeface 38
Cch trnh by cu slogan 41
Ni dung & ngha slogan 43
Quy cch sp dt slogan 45
Nhng diu phi trnh khi s dung slogan 46
Thnh phn trang tr 47
Cch trnh by thuong hiu trong n phm vn phng 53
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Muc luc
Ni dung Trang
Danh thip 55
Giy tiu d 56
Giy ghi ch, giy ghi li cm on 57
Bao thu 62
Bao thu 110x220mm 63
Bao thu 160x220mm 64
Bao thu 250x350mm 65
Cch trnh by thuong hiu trong cc vt dung 68
Hp dung sn phm 70
Ti giy 73
Ti plastic 76
Hung dn s dung sn phm 77
Mu trung by sn phm 78
Thip 79
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Muc luc
Ni dung Trang
Nhn sn phm 72
Tng phm 80
ng phuc 82
Cch trnh by thuong hiu trong cc n phm 84
Qung co bo 86
Cc v du v qung co bo 88
Brochure / catalogue 90
Mobile hanger 92
Phun / Banner 94
Phn kt thc ca TVC 96
Qung co ngoi tri 97
Li cm on 99
Lin h BrainMark 100
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I. PHN TM LUQC
H thng nhn din thuong hiu bao gm tt c nhng phuong tin v cc quy
tc hung dn s dung thuong hiu do nh thit k quy djnh trong qu trnh
thit k v duoc doanh nghip dng s dung. H thng nhn dang thuong
hiu thng thung bao gm nhng thnh phn chnh nhu sau:
1. Vn d v logo
2. Vn d s dung typeface
3. Vn d v slogan
4. Vn d v thnh phn trang tr
5. Vn d trnh by thuong hiu trong n phm vn phng
6. Vn d trnh by thuong hiu trong cc vt dung bn hng
7. Vn d trnh by thuong hiu trong cc n phm qung co
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II. PHN CHI TIT
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Vi nhng hung dn rt cu th v chi tit, h
thng nhn dang thuong hiu cung cp nhng
nguyn tc & nhng qui djnh co bn trong vic
vic s dung tn thuong hiu trong cc n
phm qung co, bao b, vt dung, bng
hiuNgoi ra, ti liu nhn din thuong hiu
duoc thit k cng bao gm nhng hnh nh
minh hoa cu th cho tng loai n phm.
Nhng quy tc quy djnh trong h thng nhn
dang thuong hiu khng nhm muc dch cn
tr kh nng sng tao trong cc thit k in n
qung co. Muc dch chnh ca ti liu hung
dn s dung h thng nhn din thuong hiu
l tao nn nn tng nhm dm bo tnh nht
qun trong cch trnh by cho thuong hiu.
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|nnovot|on
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1
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LOGO &
NHNG NGUYN TC CO BN
y l phn trnh by nhng nguyn tc
chung nht khi s dung logo. T nhng
nguyn tc ny, chng ta c th ng
dung trong cc thit k c lin quan dn
thuong hiu. Nhng nguyn tc ny l
nn tng v khng duoc vi pham trong
bt c tnh hung no.
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NGHA CA LOGO
Nh thit k khi thit k logo phi tun th theo cc buc thit k, t tao
dung tung dn phc tho, tao hnh, .
V cu tao ng m: Phi ni ln duoc ngun gc, ngha ca nhn hiu.
V mt tao hnh: Phi ni ln duoc logo duoc sng tao dua trn su kt
hop ca nhng typeface no.
V mt th[ gic: logo c nhng dc tnh lm ni bc dc tnh ca sn
phm.
V du: Thm m, Thi trang. Duyn dng. Phong cch. Manh m. Nng
dng. Nh nhnh,
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NGHA CA LOGO
JUMBO
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PHT TRIN LOGO
JUMBO
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PHT TRIN LOGO
LENCII
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NGHA CA LOGO
SFONE
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NGHA CA LOGO
SFC
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Kch thuc logo : logo c kch thuc chun theo ti l layout do nh thit
k quy djnh. y l t l kch thuc quan trong v bt buc s dung trong
tuong lai. Ngoi ra nh thit k cn quy djnh kch thuc logo khi c slogan
sao cho ph hop vi logo chun
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Kch thuc logo : logo c kch thuc chun theo ti l layout do nh thit
k quy djnh. y l t l kch thuc quan trong v bt buc s dung trong
tuong lai. Ngoi ra nh thit k cn quy djnh kch thuc logo khi c slogan
sao cho ph hop vi logo chun
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Kch thuc ti thiu ca logo: Quy djnh v kch thuc ti thiu ca logo
nhm muc dch dm bo logo lun c th doc duoc
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Khng gian xung quanh logo: dy l vng an ton bt kh xm pham d
logo c duoc mt khng gian thong mt cch hop l nht. Nhm gip cho
ngui xem d nhn din dng hnh nh thuc ca logo.
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Khng gian xung quanh logo: dy l vng an ton bt kh xm pham d
logo c duoc mt khng gian thong mt cch hop l nht. Nhm gip cho
ngui xem d nhn din dng hnh nh thuc ca logo.
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KCH THUC V KHNG GIAN
XUNG QUANH LOGO
Khng gian xung quanh logo: dy l vng an ton bt kh xm pham d
logo c duoc mt khng gian thong mt cch hop l nht. Nhm gip cho
ngui xem d nhn din dng hnh nh thuc ca logo.
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Thng thung nhn hiu sau khi thng nht chon lua s duoc ch nhn
hiu thuc hin vic dng k dc quyn, dy l hnh dng nhm xc lp
tnh s hu nhn hiu so vi cc nhn hiu khc trn thj trung.
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MU LOGO &
CC NG DUNG TRN NN MU (1)
Mu logo: Mu ca logo phi duoc xc djnh r trong qu trnh thit k
logo ph hop vi mu sc ca ngnh hng m doanh nghip dang kinh
doanh, dng thi ph hop vi tnh cch ring c ca thuong hiu.
Ngoi ra logo cng cn xc djnh nhng mu phu ca n trong qu trnh kt
hop vi mu nn. Thng thung cc logo duoc chun bj cc mu phu l
mu nn v nguoc lai.
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MU LOGO &
CC NG DUNG TRN NN MU (2)
Luu : trong qu trnh thit k nh thit k cn phi bit su k hop cho
php gia cc mu khc nhau trn cng mt logo. Tt c cc mu s dung
cho logo v mu ch dao du phi s dung t l mu CMYK. ng thi
cn xc djnh mu chnh v mu phu r rng nhm gip cho vic s dung
trong tuong lai duoc d dng hon.
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MU LOGO &
CC NG DUNG TRN NN MU (2)
Luu : trong qu trnh thit k nh thit k cn phi bit su k hop cho
php gia cc mu khc nhau trn cng mt logo. Tt c cc mu s dung
cho logo v mu ch dao du phi s dung t l mu CMYK. ng thi
cn xc djnh mu chnh v mu phu r rng nhm gip cho vic s dung
trong tuong lai duoc d dng hon.
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MU LOGO &
CC NG DUNG TRN NN MU (3)
Mu nn chnh: Nn mu chnh l nn mu m logo thung xut hin trn
d. Thng thung dy l nn mu ch dao ca thuong hiu. Mu ch dao
thung duoc nh thit k chon d xut vi doanh nghip v duoc doanh
nghip dng . Mu ch dao phi nu duoc nhng thng dip ca sn
phm v tnh cch thuong hiu.
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LOGO ON SC (1 MU)
Muc dch chnh ca logo don sc l nhm phuc vu cho cc n phm hoc
tnh hung m dc dim k thut khng dp ng duoc tiu chun mu quy
djnh trong phn 2.3.
Quy djnh v logo don sc c th p dung cho moi qu trnh in 1 mu logo
(in offset 1 mu) hoc in lua 2 mu (in 2 mu solid). V du: in name card
bng in lua.
Khi in logo bng mu don sc trn nn trng, mu don sc duoc chon d
in logo phi lm logo ni bt hon trn nn trng. Nhng mu don sc phi
tao duoc su tuong phn vi nn trng.
Khi in logo don sc trn nn mu : Logo s dng mu trng.
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LOGO ON SC (1 MU)
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NHNG IU PHI TRNH KHI S
DUNG LOGO (1)
y l phn thit lp nhng quy djnh v vic trnh by logo trong cc
phuong tin truyn thng. Nhng quy djnh ny nhm dm bo mt hnh
nh thng nht ca logo.
Logo lun dang file do ch s hu gi bn quyn, do d nn trnh vic
v lai logo m phi lin h vi ch s hu hoc cp nht website ca don
vj s hu d load.
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NHNG IU PHI TRNH KHI S
DUNG LOGO (1)
y l phn thit lp nhng quy djnh v vic trnh by logo trong cc
phuong tin truyn thng. Nhng quy djnh ny nhm dm bo mt hnh
nh thng nht ca logo.
Logo lun dang file do ch s hu gi bn quyn, do d nn trnh vic
v lai logo m phi lin h vi ch s hu hoc cp nht website ca don
vj s hu d load.
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NHNG IU PHI TRNH KHI S
DUNG LOGO (2) :
Khi thit k v s dung logo, tuyt di phi trnh
cc hnh thc trnh by logo nhu sau:
Logo bj bp mo, quay nguoc, tao bng .
Logo bj bin dang: cong, dt khc.
Logo bj nghing so vi gc chun
Logo bj di mu, chuyn mu, nhiu mu, hiu ng
Logo bj dng dang outline
Logo bj xm pham vng an ton
Logo bj khc so vi ban du quy djnh.
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|mpoct
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type|oce
2
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QUY |NH V VIEC S DUNG
TYPEFACE
Phi nht qun s dung typeface trong qu trnh thit k v s dung h
thng nhn din thuong hiu. Nh thit k c th d xut vic s dung
typeface vi h thng vn bn ti da l 2 typeface cho mt thuong hiu cu
th
Mi b h thng nhn din thuong hiu, nh thit k phi thng nht v
hung dn cch s dung typeface. Loai typeface no duoc s dung vo
lc no phi duoc d cp v quy djnh ngay t du.
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top o| m|nd
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s|ogon
3
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CCH TRNH BY CU SLOGAN
Ni dung, Slogan duoc thit k phi dua vo nhng yu cu cn bn:
Slogan phi nu ln duoc dc tnh ca sn phm.
Ni duoc tnh cch thuong hiu
Mang tnh sng tao, khng trng lp, khc bit
C hung m pht trin.
Ni duoc loi ch mang lai cho ngui tiu dng.
Ngn gon, d nh,
ngha
slogan phi c ngha v ngha d duoc m t bng mt doan vn cu th.
Luu : Cc nh thit k nn tham kho ti liu v chin luoc pht trin thuong
hiu ca doanh nghip sn xut d hiu r hon v nhng mong mun d thit
k slogan cng nhu ng dung chung ca cu slogan trong cc chin luoc
qung co.
S dng
dat duoc hiu qu cao, cu slogan cn duoc dt trong moi n phm, qung
coc lin quan dn nhn hiu (tuy nhin trong cc trung hop cho php).
Cn luu trnh khng nn s dung cu slogan nhiu hon mt ln trong cng
mt vn bn.
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QUY CCH SP AT SLOGAN
Slogan lun xut hin cng lc vi logo ca nhn hiu nhung khng di lin
vi logo nhn hiu. Kch thuc v quy cch slogan phi duoc minh hoa
qua cc hnh nh v t l cu th theo quy djnh ca nh thit k.
Nhng diu phi trnh khi s dung slogan :
Khng di kiu ch
Khng thm du cu vo slogan
Khng sa di ni dung cu slogan
Khng vit hoa, khng dng ch bold/ italic, khng trnh by cu slogan nhiu hon
mt hng.
Nng niu bn chn Vit
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QUY CCH SP AT SLOGAN
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QUY CCH SP AT SLOGAN
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s|mp|e
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trong tr
4
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THNH PHN TRANG TR:
Thnh phn trang tr cng ht sc quan trong trong vic thit k h thng
nhn din thuong hiu. Thnh phn trang tr l du hiu m nh thit k
mun nhn manh d ngui xem tip cn nhanh, d nh v tao ra mt nt
ring cho thuong hiu. V du: vt trng ca Coca-cola, outline chn trang
qung co ca Samsung, giot sa ca Dutch Lady, hoa vn Lencii,
iu quan trong yu cu chung l nh thit k phi sng tao ra phn trang
tr ny, khng trng lp vi bt c phn trang tr no c trn thj trung,
dng thi lm bt r ln tnh cch ca thuong hiu.
Thnh phn trang tr ca thuong hiu Jumbo
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THNH PHN TRANG TR:
Thnh phn trang tr duoc s dung hop l s tng thm dim nhn khc
bit cho nhn hiu.
Brand Identity System | 53
THNH PHN TRANG TR
Thnh phn trang tr duoc s dung hop l s tng thm dim nhn khc
bit cho nhn hiu.
Thnh phn trang tr ca thuong hiu king nh Quc
Brand Identity System | 54
THNH PHN TRANG TR:
Thnh phn trang tr duoc s dung hop l s tng thm dim nhn khc
bit cho nhn hiu.
Thnh phn trang tr ca thuong hiu Lencii
Brand Identity System | 55
creot|ve
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vn phong
5
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CCH TRNH BY THUONG HIEU
TRONG N PHM VN PHNG
Cch trnh by thuong hiu trong n phm vn phng dua ra nhng chun
muc chung nht dnh cho nhng giy t cn thit trong vic giao djch c
lin quan dn thuong hiu. Cc thit k tp trung vo su don gin nhung
tao duoc nt tao nh ca mt sn phm cao cp. Khi thuc hin quy trnh in
n cho cc sn phm ny, nn tun theo cc kch thuc v ti l do nh
thit k h thng nhn din quy djnh.
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DANH THIP
Hnh thc: Danh thip c th duoc trnh by theo chiu dng hoc chiu
ngang
Kch thuc: uoc qui djnh theo tng nhn hiu ring. Cc chi tit phi
duoc b tr theo t l no d do nh thit k quy djnh.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
loai giy : Couche 300gsm; Cn mng m 2 mt.
Brand Identity System | 59
DANH THIP
Hnh thc: Danh thip c th duoc trnh by theo chiu dng hoc chiu
ngang
Kch thuc: uoc qui djnh theo tng nhn hiu ring. Cc chi tit phi
duoc b tr theo t l no d do nh thit k quy djnh.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
loai giy : Couche 300gsm; Cn mng m 2 mt.
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DANH THIP
Hnh thc: Danh thip c th duoc trnh by theo chiu dng hoc chiu
ngang
Kch thuc: uoc qui djnh theo tng nhn hiu ring. Cc chi tit phi
duoc b tr theo t l no d do nh thit k quy djnh.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
loai giy : Couche 300gsm; Cn mng m 2 mt.
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DANH THIP
Hnh thc: Danh thip c th duoc trnh by theo chiu dng hoc chiu
ngang
Kch thuc: uoc qui djnh theo tng nhn hiu ring. Cc chi tit phi
duoc b tr theo t l no d do nh thit k quy djnh.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
loai giy : Couche 300gsm; Cn mng m 2 mt.
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DANH THIP
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DANH THIP
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DANH THIP
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GIY TIU
Hnh thc : c th duoc trnh by theo chiu dng
Kch thuc : duoc qui djnh ring cho tng nhn hiu.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
Loai giy : Galgo Parchemint 100gsm; Ford 100- 120gsm.
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GIY TIU
Hnh thc : c th duoc trnh by theo chiu dng
Kch thuc : duoc qui djnh ring cho tng nhn hiu.
In n: do ngui s dung thuc hin theo nhu cu, v du In 4 mu CMYK;
Loai giy : Galgo Parchemint 100gsm; Ford 100- 120gsm.
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GIY GHI CH
Kch thuc : duoc s dung theo qui djnh ring.
Giy ghi li cm on: duoc trnh by theo chiu ngang hoc chiu dng v
in n theo nhu cu ph hop (v du in n : In 4 mu CMYK; Loai giy:
Couche 300gsm; Cn mng m 2 mt).
Giy ghi ch : duoc trnh by theo chiu ngang hoc chiu dng v in n
theo nhu cu ph hop (v du in n: In 4 mu CMYK; Loai giy: Ford
80gsm)
..
..
..
..
..
..
..
..
.
..
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BAO THU 100x220 mm
Kch thuc : theo quy chun kch thuc 100 x 220 mm
V du in n : In 4 mu CMYK; Loai giy : Galogo Parchemint 100gsm; Ford
120gsm
Brand Identity System | 69
BAO THU 160 x 220 mm
Kch thuc: theo quy chun
V du in n : In 4 mu CMYK; Loai giy : Galogo Parchemint 100gsm,
Ford 120gsm.
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BAO THU 250 x 350 mm
Cc chi tit v nhn hiu duoc in theo chiu nm ngang hoc theo chiu
doc ca b thu.
Kch thuc : duoc s dung theo qui djnh
V du in n : In 4 mu CMYK; Loai giy : Galogo Parchemint 100gsm, Ford
120gsm
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FOLDERS
Kch thuc : duoc qui djnh ring cho tng nhn hiu v duoc s dung cho
c mt truc v mt sau ca folder.
V du in n : In 4 mu CMYK; Loai giy : Couche 300gsm; Cn mng m
mt truc.
Pham vi s dung: Thit k ny c th dng cho c thit k folder giy cng
nhu folder bng nhua.
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A CD
Nhn da CD l mt trong nhng phuong tin th hin hnh nh doanh
nghip, hy tp trung vo tt c nhng cch thc th hin thng dip ca
thuong hiu chung quanh cng vic hng ngy ca chng ta.
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A CD
Nhn da CD l mt trong nhng phuong tin th hin hnh nh doanh
nghip, hy tp trung vo tt c nhng cch thc th hin thng dip ca
thuong hiu chung quanh cng vic hng ngy ca chng ta.
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s|mp|e
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bn hng
6
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VAT DUNG BN HNG (POSM)
Cch trnh by thuong hiu trong cc vt dung dua ra nhng chun muc
chung nht dnh cho nhng vt dung cn thit trong vic giao djch c lin
quan dn thuong hiu.
Tt c cc qui djnh phn ny mang tnh cht tham kho v cch thit k
v v cm gic.
Ngui thit k c th s dung kch thuc v pht trin sng tao nhung
phi dua trn nn tng l cc quy djnh nhng phn truc v phi dm
bo gi duoc tnh cht don gin theo tinh thn v thng dip ca nhn
hiu .
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NHN / BAO B SN PHM
Tuy theo nhu cu bn hng ca tng sn phm m nh thit k tao ra cc
loai bao b cho ph hop.
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TI GiY
Tn nhn hiu duoc in gc tri pha trn ca ti giy v logo ca cng ty
duoc dt pha dui bn phi ca ti giy.
Kch thuc : uoc lm theo yu cu ca cng ty .
V du khi trin khai in ti giy, ngui s dung thuong hiu c th chon in:
In 4 mu CMYK; Loai giy : Bristol 300gsm, Cn mng m 1 mt; Quai
xch nhua.
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TI PLASTIC
Tn nhn hiu duoc nm gc tri bn trn ca ti, gia hay bn phi,
vic ny phu thuc vo tnh thm m v su quyt djnh hop l v nht qun
ca ngui design.
Kch thuc: duoc lm theo yu cu ca khch hng.
V du khi trin khai in ti plastic, ngui s dung thuong hiu c th chon
in: In 4 mu CMYK; Loai giy : Briston 300gsm; Cn mng m 1 mt.
Brand Identity System | 80
TI PLASTIC
Tn nhn hiu duoc nm gc tri bn trn ca ti, gia hay bn phi,
vic ny phu thuc vo tnh thm m v su quyt djnh hop l v nht qun
ca ngui design.
Kch thuc: duoc lm theo yu cu ca khch hng.
V du khi trin khai in ti plastic, ngui s dung thuong hiu c th chon
in: In 4 mu CMYK; Loai giy : Briston 300gsm; Cn mng m 1 mt.
Brand Identity System | 81
TI PLASTIC
Tn nhn hiu duoc nm gc tri bn trn ca ti, gia hay bn phi,
vic ny phu thuc vo tnh thm m v su quyt djnh hop l v nht qun
ca ngui design.
Kch thuc: duoc lm theo yu cu ca khch hng.
V du khi trin khai in ti plastic, ngui s dung thuong hiu c th chon
in: In 4 mu CMYK; Loai giy : Briston 300gsm; Cn mng m 1 mt.
Brand Identity System | 82
HUNG DN S DUNG SN PHM
Mt 1 : Pha bn trn l logo ca
sn phm v pha dui l thng
dip ca cng ty mun gi dn
khch hng. V li cm on ca
cng ty gi dn khch hng.
Mt 2 : gc tri pha trn l logo
ca sn phm v tip theo d l
cc hung dn cu th v cch s
dung sn phm sao cho tt nht.
Pha bn dui l logo ca nhn
hiu v logo cng ty duoc nm trn
mt hng nhm gip cho khch
hng trnh mua hng gi, km theo
l s din thoai dung dy nng.
Kch thuc: duoc lm theo yu cu
khch hng.
In n: v du duoc in 4 mu CMYK;
Loai giy s dung l Couche
300gsm; Cn mng m 2 mt.
Brand Identity System | 83
BNG MU SN PHM
Gm c kch thuc ca bng nhiu sn phm hoc kch thuc mt mu
sn phm. Trn bng mu phi th hin dy d thng tin : Logo v slogan
ca nhn hiu, logo ca cng ty,v dja chi cng ty. Kch thuc duoc lm
theo qui djnh ca khch hng.
Brand Identity System | 84
THIEP
uoc thit k theo hnh ch nht. Mt truc ca chic thip gm c logo
v slogan ca nhn hiu. V mt bn dui phi th hin dy d dja chi ca
cng ty.
Brand Identity System | 85
TANG PHM
Bao gm cc hnh nh tng phm: nn, o thun, bt bi, dng h, thng
thung cc vt phm chi d logo v slogan. Cc vt phm thung duoc
lm cng vi mu ch dao ca thuong hiu.
Brand Identity System | 86
TANG PHM
Bao gm cc hnh nh tng phm: nn, o thun, bt bi, dng h, thng
thung cc vt phm chi d logo v slogan. Cc vt phm thung duoc
lm cng vi mu ch dao ca thuong hiu.
Brand Identity System | 87
NG PHUC
ng phuc l mt thnh phn quan trong ca h thng nhn din thuong hiu
Brand Identity System | 88
HE THNG VAN CHUYN
Xe ti hay h thng vn chuyn ca Cng ty l cng cu qung b thuong hiu
kh tt, tuy nhin phi duoc quan tm dn cng tc thit k v son v d tao su
n tuong v th hin sc sng cho thuong hiu.
Brand Identity System | 89
HE THNG VAN CHUYN
Xe ti hay h thng vn chuyn ca Cng ty l cng cu qung b thuong hiu
kh tt, tuy nhin phi duoc quan tm dn cng tc thit k v son v d tao su
n tuong v th hin sc sng cho thuong hiu.
Brand Identity System | 90
d|||erence
Brand Identity System | 91
qungco
7
Brand Identity System | 92
CCH TRNH BY THUONG HIEU
TRONG CC N PHM QUNG CO
Cch trnh by thuong hiu trong n phm dua ra nhng chun muc
chung nht dnh cho nhng n phm truyn thng ca nhn hiu. Cc
hung dn nu ra mang tnh cht co bn v ch yu l mang tnh hung
dn chung cho nhng ngui thuc hin sn phm nhn hiu d.
Brand Identity System | 93
QUNG CO BO / PRINT AD
Qui d[nh chung:
Logo nhn hiu
Logo cng ty (S dung theo qui djnh ring ca cng ty d )
Cc chi tit trn sn phm (S dung theo qui djnh trong phn D).
Ta d v ch vit :
Chi duoc s dung ti da l 3 typeface. Khng s dung align center. Mt d
ch vit phi ph hop vi b cuc tng th. Chiu cao ca ch vit phi
dm bo d tuong phn v d doc. Kch thuc nh nht cho php l 5.5
point (dnh cho font Vni Helve khi trnh by phn dja chi).
ng dung nng dng cc mu hoa vn trang tr, khng cng nhc v c
th thay di ty theo mi chin djch qung co.
Hnh nh :
Tt c hnh nh trong print ad phi c d phn gii ti thiu l 300 dpi.
Mu sc ch dao :
Ty theo tng chin djch qung co, mu sc ch dao c th thay di
trong cc qung co khc nhau. Tuy nhin, cn c su tham kho dy d
v mu sc ch dao trong phn B.
V mt ni dung qung co bo, cc don vj lm qung co c th tham
kho ti liu v chin luoc qung co dnh cho sn phm.
Brand Identity System | 94
QUNG CO BO / PRINT AD
Mu qung co nhn hiu King nh Quc
Brand Identity System | 95
QUNG CO BO / PRINT AD
Mu qung co nhn hiu Lencii
Brand Identity System | 96
QUNG CO BO / PRINT AD
Mu qung co nhn hiu Lencii
Brand Identity System | 97
BROCHURE / CATALOGUE
Ba 1:
Logo nhn hiu (S dung theo qui djnh )
Cc chi tit cu sn phm (S dung theo qui djnh)
Tua d v ch vit: Chi duoc s dung ti da l 3 typeface, Mt d
ch vit phi ph hop vi b cuc tng th. Chiu cao ca ch vit
phi dm bo d tuong phn v d doc
Hnh nh (Photograph) : Tt c hnh nh dng trong cc n phm
qung co bt buc phi c d phn gii ti thiu l 300 dpi.
Mu sc ch dao : Mu sc ch dao ca brochure c th thay di mt
cch sng tao d ph hop vi yu cu s dung. Tuy nhin, cc tone
mu ch dao ca nhn hiu phi l nn tng, co s cho nhng sng
tao, nhm dm bo tnh thng nht trong cch trnh by nhn hiu.
Brand Identity System | 98
BROCHURE / CATALOGUE
Ba 4 :
Logo nhn hiu (S dung theo qui djnh)
Cc chi tit cu sn phm (S dung theo qui djnh)
ja chi lin lac
Thi dim pht hnh
Khng s dung hnh chup trn ba 4.
Cc trang ni dung :
Cc chi tit trn sn phm
Ch vit: Chi duoc s dung ti da l 3 typeface, tt c typeface phi thuc
nhm mt nhm ch theo quy djnh, ch vit khng nn align center. Mt
d ch vit phi ph hop vi b cuc tng th. Chiu cao ca ch vit phi
dm bo d tuong phn v d doc.
Brand Identity System | 99
BROCHURE / CATALOGUE
Brand Identity System | 100
WEBSITE : www.name.com
Brand Identity System | 101
MOBILE HANGER
C nhiu hnh thc thuc hin mobile hanger, tuy theo sng tao ca nh
thit k, c th hanger hnh khi hoc hnh phng,(V du: mt mobile
hanger gm 3 mt l 3 t giy ghp lai vi nhau. Mi t c kch thuc A4
dng).
Brand Identity System | 102
BANNERS
Thng thung c nhiu loai banner vi kch thuc khc nhau, c th treo cc
shop bn hng (1m x 3m), banner dung ph (1m x 8m),Vi mu sc,
logo, slogan, v nt trang tr chnh phi tun th, ring nhng thng tin
theo tng chuong trnh qung co cu th.
Brand Identity System | 103
PHN KT THC CA TVC
Phn kt thc ca TVC l phn xut hin cu logo nhn hiu. Muc dch
ca phn ny gip cho su xut hin ca logo ca nhn hiu trn truyn
hnh duoc thng nht.
Brand Identity System | 104
QUNG CO NGOI TRI
Brand Identity System | 105
QUNG CO NGOI TRI
PANO, XE TI, BAT D, BIILBOARD
Qui djnh chung:
Logo nhn hiu
Logo cng ty
Cc chi tit trn sn phm
Tua d v ch vit: Chi duoc s dung ti da l 3 typeface. Mt d ch vit
phi ph hop vi b cuc tng th. Chiu cao ca ch vit phi dm bo d
tuong phn v d doc.
Mu sc ch dao : Ty theo tng chin djch qung co, mu sc ch dao
c th thay di trong cc qung co khc nhau. Tuy nhin cn c su tham
kho dy d v mu sc ch dao.
Yu cu v thj gic : Headlines v logo sn phm phi duoc nhn r trong
pham vi nh doanh nghip mun qung b.
V mt ni dung qung co, cc don vj lm qung co c th tham kho
ti liu v chin luoc qung co dnh cho sn phm.
Brand Identity System | 106
CM ON
minh hoa cho ti liu ny chng ti d s dung
hnh nh ca cc thuong hiu:
Cng ty CP SFC
Cng ty Givral Saigon
Cng ty King nh Quc
Cng ty Dt Thi Tun
Cng ty Technobia
Cng ty InnoBrand
Chng ti cm on cc doanh nghip d h tro chng
ti hon thnh ti liu ny.
BrainMark Communication Division
27A Nguyen Van Nguyen,
Tan Dinh Ward, Dist 1, HCMC, Vietnam
Hotline: 2429 223
info@brainmarkvietnam.com
www.brainmarkvietnamcom
Brand Identity System | 107
BrainMark Vietnam Corporation
87 Tran Thien Chanh, Ward 12, Dist. 10, HCMC, Vietnam
T: (848) 862 3557
F: (848) 862 3676
E: info@braimarkvietnam.com
W: www.brainmarkvietnam.com
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Brand Identity System | 108
www.brainmark.vn