BRAND IDENTITY MANUAL

© May 2012
CONTENTS

1.0 The Corporate Identity Guide 3.0 Applications

Stationery
2.0 Corporate Identity 5 3.1 Business Card 16
2.1 Corporate Identity 3.2 Letterhead
– Primary Usage 6 3.3 Envelopes
2.2 Corporate Identity Versions 3.4 CD Sleeve
(Monochrome) 7 3.5 CD Label
2.3 Corporate Identity Minimum Size & 3.6 Complimentary Slip
Exclusion Zone 8
3.7 Power Point Presentation
2.4 Corporate Identity Colour Palette 9
3.8 Brand Advertisment
2.5 Corporate Identity Usage 10
2.6 Tagline 11
2.7 Tagline Application 12
2.8 Corporate Fonts
– Internal Communications 13
2.9 Corporate Fonts
– External Communications 14

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 2

 1.0
THE
CORPORATE
IDENTITY
GUIDE

“To accomplish great things,

The purpose of this corporate identity guide is to
detail instructions regarding the KOP Properties
brand identity. It is a reinforcement of our brand

we must not only act, but

position and values, and should be communicated
across all forms of stationery and collateral in a
consistent and appropriate manner.

This guide serves as a tool for anyone involved in

implementing and participating in the dissemination
also dream; not only plan,
but also believe.”
of information for KOP Properties. The visuals
presented in this guide should only be used as
reference. Please refer to actual Pantone swatches
for an accurate presentation, and always use the – Anatole France
approved artwork.

You are advised to consult the Corporate

Communications department for clarification when in
doubt. Please contact: marketing@kop______.com

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 3

 2.0 CORPORATE IDENTITY

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 4

 2.0
CORPORATE
IDENTITY
An organisation’s corporate identity is one of
its most important assets, and should visually
communicate the brand’s values in a creative yet
relevant manner. To this end, the KOP Properties
corporate identity is one that is not only iconic
but also meaningful. It comprises two elements:
the KOP Properties logotype and KOP Properties
brand line.
The KOP Properties logotype presents our
brand name in a unique manner symbolic of
building blocks to illustrate our core business
in real estate investment and development.
The logotype is made up of four blocks, each
representing a distinct quality fundamental to
our business:
“KOP” refers to our brand identity, which is
positioned at the top to clearly show who we
are, and to reflect the connection with our
parent company, KOP Group. Its placement at
the top is also significant of our aspiration to
reach new heights in all that we do.
“PRO” refers to professionalism, which we
uphold across every aspect of our business
operations.
“PER” refers to personalisation, which speaks
of our commitment to value-add and extend
a personal touch to our partners,
suppliers and customers.
“TIES” emphasises our customer-centric
approach and focus in developing strong
relationships with our business partners. It also
reflects our engagement with the communities
where our properties are located.
© May 2012
The KOP Properties brand line is positioned at
the bottom of the logotype to clearly present our
brand name. It also signifies the solid foundation
that our company is built upon.
Together, these brand elements form a well-
thought and balanced corporate identity that is
aligned with our company’s building philosophy,
which is one driven by lifestyle with an emphasis
on concept, design, quality and relationship.
Three key colours are used to create our
corporate identity. Our brand identity and name
(in the logotype and brand line) is applied in navy
blue as it evokes quality and luxury, an allusion
to the developments we invest in and build.
The word “properties” in the logotype is applied
in two shades of grey as it accords a sense of
authority and wisdom, to reflect our breadth of
knowledge and depth of experience.
The logotype is designed in a sans serif
typeface as it is symbolic of our brand’s
contemporary appeal and ability to stay
current in today’s global marketplace.
Conversely, the brand line is set in the serif
font Chronicle Text Bold as its classic style
conveys our heritage and legacy to come.
KOP PROPERTIES CORPORATE IDENTITY GUIDE 5
 2.1
CORPORATE
IDENTITY

Primary usage: The KOP Properties corporate

identity should appear in full colour wherever
possible. A full colour application presents our brand
in its most accurate and intended form.

Please refer to Section 3.0 of this guide for details on

application of the corporate identity.
Logotype

Brand line

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 6

 2.2
CORPORATE
IDENTITY
VERSIONS
(MONOCHROME)

Secondary Usage: Should circumstances limit

the use of the full colour application (e.g., 1-colour
printing or black and white advertisement), a
secondary corporate identity may be used.

We have introduced three monochrome versions of

the corporate identity, which should be used with
discretion. You are advised to consult the Corporate
Communications department for clarification when
in doubt.

Monochrome, 1C Black Solid 1C Black Reverse white

Only for application on

dark backgrounds

Examples of dark
backgrounds

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 7

 2.3
CORPORATE
IDENTITY
MINIMUM SIZE &
EXCLUSION ZONE

Minimum size: To ensure legibility and visibility, a

minimum size has been set for the corporate identity.
Using the width of the corporate identity as a guide,
the smallest size permitted for clear legibility
Minimum size: 15mm
is 15mm.

Exclusion zone: To maintain its integrity, a clear

boundary area has to be established around the
corporate identity to ensure that no other elements
can infringe upon it and dilute impact of the brand.
x

The value “x” indicated is the minimum amount of

clear space required around the corporate identity.
No other graphic elements or type should appear
within this area. The value “x” is determined using
the height of the letter “E” from the word “PER”
found in the logotype.

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 8

 2.4
CORPORATE
IDENTITY
COLOUR
PALETTE

CMYK:
The following lists the CMYK breakdown of the
corporate identity colours.
CMYK Reference:
Spot/Pantone:
The following lists the Spot / Pantone breakdown
C: 91 C: 23 C: 11
of the corporate identity colours. M: 72 M: 2 M: 1
Y: 27.5 Y: 0 Y: 0
K: 0 K: 77 K: 64
RGB Reference:
The following lists the RGB reference breakdown
of the corporate identity colours.

Pantone Reference:

P432
P534 P432 (80% tint)

RGB Reference:

R: 0 R: 75 R: 111
G: 66 G: 87 G: 123
B: 114 B: 95 B: 130

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 9

 2.5
CORPORATE Correct usage

IDENTITY
USAGE

1. 2. 3. 4. 5.
Correct usage:
1. Full colour application on white background
2. Full colour application on light coloured
background
3. Monochrome, 1-colour black, on
white background
4. 1-colour black, on white background
5. Reverse white, on black / dark background Incorrect usage

Incorrect usage:
1. Do not alter the position of the brand
elements
2. Do not distort the dimensions of the
corporate identity
3. Do not alter the colour of the corporate identity
4, 5. Do not place the corporate identity on an
unsuitable colour / background
1. 2. 3. 4. 5.
6. Do not place full colour logo against black
background

6.

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 10

 2.6
TAGLINE

Tagline
The KOP brand identity is further reinforced with
the use of a tagline – WE BUILD YOUR DREAMS™.
C: 11
M: 1 P431
Y: 0
The tagline is symbolic of our focus on innovation in K: 64
building development, and how we can transform
the dreams of our clients into reality. It also reaffirms CMYK Reference: Pantone Reference:
our ability to constantly challenge the impossible
and think out of the box to build a truly unique
property portfolio.

CMYK:
The following lists the CMYK breakdown
of tagline colours.

Reverse White
Spot/Pantone:
The following lists the Spot / Pantone breakdown
of of tagline colours.

Reverse White:
Reverse white, on black / dark background
35mm
of tagline
WE BUILD YOUR DREAMS™
Minimum size:
The smallest size permitted for clear legibility Minimum Size
is 35mm.

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 11

 2.7
TAGLINE Incorrect usage:
APPLICATION

Tagline Application
1. 2.
The KOP Properties tagline is a separate entity from
the corporate identity, and must not be placed near
the corporate identity in any way. The tagline must
also not appear within the same column or row as
the corporate identity.
3. 4.
Correct usage:
Please refer to section 3.0 of this corporate identity
guide for listed examples of how the tagline should
be correctly applied across corporate stationery.

Incorrect usage:
1. Do not alter the colour of the tagline
2. Do not apply the tagline in a gradient
3. Do not place the tagline on an unsuitable
colour background
4. Do not place the tagline on an unsuitable
image background 5. 6.

5. Do not place the tagline directly below the

corporate identity
6. Do not place the tagline directly to the left of
the corporate identity
7. Do not place the tagline above the
corporate identity
8. Do not place the tagline directly to the right
of the corporate identity
9.
9. The tagline must not appear within the same
column (or row) as the corporate identity

7. 8.

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 12

 2.8
CORPORATE
FONTS ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Internal Communications:
Arial is the recommended font for all forms of
abcdefghijklmnopqrstuvwxyz
internal communications (e.g., in-house memos, etc.) 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 13

 2.9
CORPORATE
FONTS ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
External Communications:
Helvetica Neue LT Std is the recommended font
abcdefghijklmnopqrstuvwxyz
for all forms of external communications (e.g., 1234567890
print advertisements, marketing collaterals, etc.)

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 14

 3.0 APPLICATIONS

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 15

 3.2
STATIONERY
LETTERHEAD

Opent extent:
210 x 297 mm (A4)

Material:
105 gsm Grandeur Zen White

Do not try to re-create this sample.

An electronic soft copy of the letterhead is on the
accompanying CD or can be obtained from the
Corporate Communications department.

WE BUILD YOUR DREAMS™

KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 17

 3.1
STATIONERY
BUSINESS CARD

Opent extent:
90 x 55 mm

Material:
300 gsm White Azalea Cover

Finishing:
2C x 0C
Front

Do not try to re-create this sample. An electronic

soft copy of the business card is on the
accompanying CD or can be obtained from the
Corporate Communications department.

Front

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 16

 3.3
STATIONERY
ENVELOPES

C5 Envelope

C4 Envelope
Size:
324 x 229 mm

C5 Envelope
Size:
229 x 162 mm

D/L Envelope
Size: WE BUILD YOUR DREAMS™
220 x 110 mm KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

D/L Envelopes
D/L Envelope with window WE BUILD YOUR DREAMS™
KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,

Size: Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

220 x 110 mm

Do not try to re-create this sample.

An electronic soft copy of the envelopes is on the
WE BUILD YOUR DREAMS™
accompanying CD or can be obtained from the KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

Corporate Communications department.

C4 Envelope

WE BUILD YOUR DREAMS™

KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

D/L Envelopes with window

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 18

 3.4
STATIONERY
CD SLEEVE

Size:
125 x 125 mm

Material:
105 gsm Grandeur Zen White

Do not try to re-create this sample.

An electronic soft copy of the CD sleeve is on the
accompanying CD or can be obtained from the
Corporate Communications department

WE BUILD YOUR DREAMS™

KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 19

 3.5
STATIONERY
CD LABEL

Size:
118 x 118 mm

Material:

Do not try to re-create this sample.

An electronic soft copy of the CD sleeve is on the
WE BUILD YOUR DREAMS™
accompanying CD or can be obtained from the
Corporate Communications department

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 20

 3.6
STATIONERY
COMPLIMENTARY SLIP

Size:
148 x 104 mm

Material:
350 gsm Grandeur Zen White

Do not try to re-create this sample. An electronic

soft copy of the complimentary slip is on the
accompanying CD or can be obtained from the
Corporate Communications department.

WE BUILD YOUR DREAMS™

KOP Properties Pte Ltd (Co. Reg. No. 200809155G) | 2 Shenton Way, #12–02 SGX Centre 1,
Singapore 068804 | T +65 65 337 337 | F +65 65 367 735 | kopproperties.com

© May 2012 KOP PROPERTIES CORPORATE IDENTITY GUIDE 21