PLAYBOOK

Usage of the Malaysia Healthcare Travel Council (MHTC) and Malaysia Healthcare brands
 02

The purpose of this document is to provide guidelines on how

to incorporate the Malaysia Healthcare brand, copy and design
elements according to Malaysia Healthcare's branding strategy
and should be circulated to partners, trade, industry and third
parties that will be preparing asset iterations whether for brand
Objective or tactical campaigns.

These guidelines are to help ensure that all our communications

are accurate and consistent with the Malaysia Healthcare’s
brand guidelines.

For further information please contact the Communications

Department of MHTC.

Please note that all content in this document is highly confidential.

 CorporateGuide
Playbook > Table
Identity ofTable
Guide > Contents
of Contents 03

Table of Contents
1. Playbook Guide 4. Brand Identity and Application
1.1 Objective 02 4.1 Manifesto 4.8 Malaysia Healthcare Logo 92
1.2 Table of Contents 03 4.1.1 Our Manifesto Story 34 4.8.1 Malaysia Healthcare Logo Colours 93
1.3 Introduction 04 4.1.2 Our Manifesto 35 4.8.2 Malaysia Healthcare Logo Clear Space 96
4.2 Communicating Our Presence 36 4.8.3 Malaysia Healthcare Logo DON'Ts 97
4.3 Our Visual Identity 37 4.8.4 Malaysia Healthcare Logo 98
2. Malaysia Health Travel Council (MHTC) 4.3.1 The Smiley 38 Appropriate Placement
2.1 About MHTC 06 4.3.2 The Bunga Raya 47 4.7.5 Malaysia Healthcare Logo Application 99
2.2 MHTC's History 07 4.3.3 The Pattern Corner 53
2.3 Our Vision, Mission and Objective 08 4.4 Typeface and Fonts 61
2.4 Our Partners 09 4.5 Brand Photography and Videography 65 5. Policies and Procedures 102
4.6 Brand Palette 71
4.7 MHTC Logo 74
3. Malaysia Healthcare 4.7.1 MHTC Logo
3.1 About Malaysia Healthcare 11 (Without Company Registration Number)
3.2 Brand Essence 4.7.1.1 Logo Colours 75
3.2.1 Our Audience 13 4.7.1.2 Logo Clear Space 78
3.2.2 Our Proposition 14 4.7.1.3 Logo Applications 79
3.2.3 Our Promise 20 4.7.2 MHTC Logo
3.2.4 Our Values 21 (With Company Registration Number)
3.2.5 Our Personality 22 4.7.2.1 Logo Colours 81
3.2.6 Key Experiences 23 4.7.2.2 Logo Clear Space 84
3.3 Brand Voice 4.7.2.3 Logo Applications 86
3.3.1 Tone and Manner 27 4.7.3 MHTC Logo DON'Ts 88
3.3.2 Communicating Our Brand Essence 28 4.7.4 MHTC Logo Appropriate Placement 89
3.3.3 Audience Messaging 29 4.7.5 MHTC Logo with Brand Partner Logo 90
3.3.4 Editorial Guidelines 30
3.3.5 Drafting Press Releases 32
 Playbook Guide > Introduction 04

The MHTC and Malaysia Healthcare brands often go hand-in-hand but there
are times when we need to identify where these identities overlap and which
situations will require for each entity to stand alone.

Established by the Malaysian Ministry of Health, MHTC is a corporate brand

Introduction tasked to facilitate and promote the healthcare travel industry of Malaysia
under the "Malaysia Healthcare" brand. More information on the MHTC
brand can be found under the Malaysia Health Travel Council (MHTC)
section.

The Malaysia Healthcare industry is uniquely driven by various public and

private players and as a commercial brand under MHTC, is committed
towards delivering the best healthcare travel experience by showcasing the
country’s dual heritage of warm hospitality and world-class healthcare
services. Go to the Malaysia Healthcare section for more information
on the Malaysia Healthcare brand.

We also have a segment dedicated to the application specifics for the MHTC
and Malaysia Healthcare brands when positioned separately or together. This
information can be found under the Brand Identity & Application section.

We hope this guide will help provide our partners and stakeholders with
more clarity on how, when and where to apply the Malaysia Healthcare brand
as needed.
 05

Malaysia Healthcare
Travel Council (MHTC)
 Malaysia Health Travel Council (MHTC) > About MHTC 06

About Malaysia The Malaysia Healthcare Travel Council (“MHTC”)

(Malaysian Company Registration No.: 201101035226
Healthcare Travel (963360-K)), a company duly incorporated under the
Council (MHTC) laws of Malaysia, was established under the Ministry of
Health Malaysia (“MOH”), bringing together the
nation’s dual heritage of hospitality and medical
innovation, highlighting Malaysia as the preferred
healthcare destination in Asia and the world. As an
initiative under the MOH, its ultimate purpose is to
position Malaysia as the leading global healthcare
destination.
 Malaysia Health Travel Council (MHTC) > History 07

In 2005, the Ministry of Health Malaysia (MOH) established

a small unit to promote the country’s fledgling medical
tourism industry. As the industry grew, so did the
government’s recognition of the need for a facilitating agency
to drive the development of the industry, leading to the launch
History of the Malaysia Healthcare Travel Council as a formal entity
within the MOH on the 3rd of July 2009, upon the approval
of the Malaysian Cabinet.

MHTC was eventually incorporated as a standalone entity

in 2011, which allowed it greater flexibility to operate as
a coordinating agency for the healthcare travel industry in
Malaysia. Today, under the Ministry of Health (MOH), MHTC
continues with its mandate of raising Malaysia’s profile as
a leading provider of quality healthcare for global citizens.
They strive to create value-added public-private partnerships
and government-to-government initiatives, domestically and
internationally, for the continued and sustainable growth
of the Malaysian healthcare travel industry.
 Malaysia Health Travel Council (MHTC) > Vision, Mission and Objective 08

Vision Malaysia as the leading global

healthcare destination

Mission Promoting Malaysia Healthcare globally

and facilitating the industry sustainability

Objective i. Facilitate and promote the healthcare

travel industry of Malaysia.

ii. Coordinate industry collaborations

and build valuable Public-Private
Partnerships (PPPs) at home
and abroad.
 Malaysia Health Travel Council (MHTC) > Our Partners 09

MHTC facilitates collaborations between key public

and private stakeholders, namely between government
agencies and private healthcare facilities, insurance firms,
Our Partners airlines, travel agents, health facilitators, and other
emerging organisations in this industry. Fortified with
strong Public-Private Partnerships (“PPP”), MHTC enables
numerous industry patrons to promote Malaysia’s
seamless end-to-end healthcare journey experience and
offerings through international and local channels.

With over 200 private hospitals in Malaysia, MHTC

provides a Partner Membership programme for qualified
and accredited healthcare institutions. Currently, our
member hospitals are divided into two categories: Elite
and Ordinary.
 10

Malaysia
Healthcare
 Malaysia Healthcare > About Malaysia Healthcare 11

Many countries around the world have successfully built

themselves a strong brand image, identity and association.

About France for wines.

Malaysia Healthcare Italy for fashion.
Japan for technology.
Switzerland for watches.
Korea for K-pop.

Our aspiration is to make Malaysia associated and known

for Healthcare, and strive to actively build a healthier world
by delivering on our key strengths. The Malaysia Healthcare
brand showcases the country’s dual heritage of warm
hospitality and world-class healthcare services under the
value proposition of Quality, Affordability, Accessibility,
Communication, and Hospitality.
 12

Brand
Essence
 Malaysia Healthcare > Brand Essence > Our Audience 13

Who are we talking to?

Our Audience
All-in-one
The modern-day health traveller looks for the ultimate destination that promises
safety, tranquillity, ease of communication and a vibrant cultural experience filled
with warm hospitality, along with attractively affordable and easily accessible
top-notch healthcare services and facilities within award-winning hospitals.

Be who they trust

The way these consumers seek healthcare and travel information has changed.
They are more likely to gather first-hand accounts from families and friends,
which is why every consumer experience counts.

Be what they need

We need to match their needs and desires, fulfilling our brand promise to them
as we take them through an important life journey while simultaneously meeting
their healthcare needs.

Every stakeholder holds a key to our success. We need to be able to engage

each and every one of them.
 Malaysia Healthcare > Brand Essence > Our Proposition 14

Our Proposition We believe everyone should have access

to healthcare services and treatment.

Malaysia Healthcare strives to actively build

a healthier world by delivering on our key
strengths, namely:
• Quality
• Affordability
• Accessibility
• Communication
• Hospitality
 Malaysia Healthcare > Brand Essence > Our Proposition > Quality 15

Our healthcare professionals are well-trained

and experienced, and our hospitals are equipped
with the latest, cutting-edge medical facilities and
Quality equipment, which means that you receive only the
• Affordability
best health treatments and services in Malaysia.
• Accessibility
• Communication
• Hospitality Key phrases to use: well-trained, skilled and
experienced medical experts, latest and
cutting-edge facilities and equipments,
best in Malaysia, excellent services, true care,
well-equipped facilities
Key phrases to avoid: the use of superlatives
best, perfect, greatest, etc. on their own
 Malaysia Healthcare > Brand Essence > Our Proposition > Affordability 16

Our top-notch healthcare services are attractively

affordable, especially compared to costs in
developed countries.

• Quality Our healthcare service prices are closely monitored

Affordability by the Ministry of Health and the Malaysian Medical
• Accessibility Council. The charges are regulated to ensure fair
• Communication medical fees are maintained for both local and
• Hospitality
international patients.

Key phrases to use: closely-monitored,

well-structured, fair, reasonable and strictly-regulated
fees/fee system, value for the experience , affordable
healthcare solutions, affordable quality healthcare
solutions
Key phrases to avoid: cheap, economical, low-cost,
bargain, budget, reduced, discounted, inexpensive
 Malaysia Healthcare > Brand Essence > Our Proposition > Accessibility 17

With world-class connectivity infrastructure,

it is easy to get to Malaysia. There are also
more than 260 private hospitals and an
• Quality
• Affordability
abundance of specialists in the country, so
Healthcare travellers need not worry about
Accessibility a long waiting list.
• Communication
• Hospitality
Key phrases to use: world-class connectivity,
a direct flight away, many privaate hospitals,
abundance of experts/specialists, shorter
waiting list, well-designed online navigation,
one stop portal
 Malaysia Healthcare > Brand Essence > Our Proposition > Communication 18

Most Malaysians are at least bilingual, with

English being widely spoken throughout
the country.
• Quality
• Affordability
• Accessibility The plethora of languages spoken here makes
Communication you feel not too far from home, thus, facilitating
• Hospitality ease of communication between patients,
doctors and the support medical staff.

Key phrases to use: multilingual nation,

English widely spoken, feel at home, true care,
warmth, understanding, ease of communication,
peace of mind, experience healthcare,
experience Malaysia healthcare
 Malaysia Healthcare > Brand Essence > Our Proposition > Hospitality 19

Malaysia is world-famous as an exotic holiday

destination as well as for the people’s warmth
and hospitality.
• Quality
• Affordability
• Accessibility The country is halal-friendly. Halal medical
• Communication alternatives, food and facilities are easily
Hospitality available here.

Key phrases to use: world-famous holiday

destination, halal-friendly, halal medicine options,
halal food, halal facilities, heartfelt emotions into
actions, experience true care, well-planned
medical tour itinerary
 Malaysia Healthcare > Brand Essence > Our Promise 20

Our Promise QUALITY CARE FOR YOUR PEACE OF MIND

The professional healthcare services as well as
warmth and friendliness of Malaysian hospitality
will provide the ultimate experience for your
peace of mind.
 Malaysia Healthcare > Brand Essence > Our Values 21

Our Values FOR YOU

We are committed to ensuring quality care
for your peace of mind when seeking for
healthcare in Malaysia.

FOR LIFE
We believe people should live their lives well
and be happy. Malaysia Healthcare is here
for you, for your entire life journey.
 Malaysia Healthcare > Brand Essence > Our Personality 22

Malaysia Healthcare empathises and cares for the

people, their health and their lives.
Our Personality We pride ourselves in delivering genuine and reliable
• Empathetic
• Authentic
information and services so you can focus on your
• Trustworthy treatment while we take care of the rest.
• Bold
We ensure the systems, processes and facilities are all
in place. You can trust us to deliver the best healthcare
service. We are strong and energetic. We also represent
the best in class of what Malaysia has to offer.

We understand and will do what is right and go the

extra mile to protect the interest of everyone who visits
Malaysia for healthcare treatment and services.
 Malaysia Healthcare > Brand Essence > Key Experiences 23

Malaysia offers an abundance of diverse

experiences against varying backdrops, ranging
Key Experiences from modern cityscapes to natural wonders and
historic heritage sites. Here, we’ve highlighted
eight distinct experiences, which are segmented
into two categories: Healthcare and Tourism.

To ensure all advertising and promotional

materials convey the essence of Malaysia in
providing an unforgettable healthcare travel
experience, they should include at least one
distinct feature from each of the categories.
 Malaysia Healthcare > Brand Essence > Key Experiences > Healthcare 24

Vibrant Health Cities

Encompassing a pool of professional medical practitioners, internationally
accredited healthcare facilities and state-of- the-art medical equipment together
with globally acclaimed attractions, Malaysia’s leading cities combine the best
of healthcare and hospitality for you.

Key Experiences Medical Hub with Cutting-edge Technology

As one of the 12 National Key Economic Areas (NKEAs), healthcare travel is set
HEALTHCARE to transform Malaysia into an all-encompassing medical hub with a comprehensive
medical ecosystem comprising world-class hospitals, internationally trained
specialists, global medical devices and pharmaceutical manufacturing industries
as well as a range of complementary services such as transportation,
accommodation, travel and visa extension services.

Global Accreditation
Most of Malaysia’s private hospitals are certified by internationally recognised
accreditation bodies, including the Malaysia Society for Quality in Health (MSQH),
Joint Commission International (JCI) and International Society for Quality in Health
Care (ISQua), reflecting their commitment in upholding high standards of quality
care for their patients.

Wellness Sanctuary
For healthcare travellers looking to recuperate, rejuvenate or inculcate a
healthier lifestyle, Malaysia offers a range of wellness packages and is also home
to established Healing Hotels of the World that provide wellness treatments
as well as healthy and healing cuisines amidst invigorating surroundings.
 Malaysia Healthcare > Brand Essence > Key Experiences > Tourism 25

Natural Wonderland
From millennia-old tropical rainforests, majestic mountains and vast caves to idyllic
beaches, crystalline oceans and breathtaking coral reefs, Malaysia’s varied terrains
are a sight to behold.

Gastronomic Paradise

Key Experiences Echoing its multicultural heritage, Malaysia’s cuisine is famed for its eclectic,
vibrant and exciting flavour. With its myriad of sumptuous offerings, ranging from
TOURISM street food to upscale boutique restaurants, you can be sure that your taste buds
will be well satisfied.

Multicultural Malaysia
With three main races, i.e. Malays, Chinese and Indians, as well as scores of tribal
communities, Malaysia is a dazzling array of colours and cultures; among them,
the centuries- old Peranakan culture is a spectacular showcase of the country’s
harmonious diversity in action – blending two distinct traditions to create a rich
and unique heritage that continues to this very day.

Heritage
Malaysia’s colourful history has laid the foundation for a unique, internationally
acclaimed cultural and architectural heritage that continues to be celebrated in the
present day. (In 2008, the cities of George Town in Penang and Malacca were jointly
listed as a UNESCO World Heritage Site.)
 26

Brand
Voice
 Malaysia Healthcare > Brand Voice > Tone and Manner 27

We speak with our

unique Malaysian voice
 Malaysia Healthcare > Brand Voice > Communicating
Tone and Manner
Our Brand Essence 04
28

It is imperative that Malaysia Healthcare maintains

a consistent voice, by:
• stating important facts first, being proactive and timely
with the message delivery and making sure that your
Communicating main message is clearly visible
Our Brand Essence • being honest and thorough – do not oversell our brand
via use of superlatives and claims without approved
citation (including the words guaranteed, assured,
and even statistics and percentages)

Our Brand Essence, namely our Proposition, Promise,

Values, Key Experiences and our Manifesto (in Brand
Identity) were written deliberately and with much
consideration. Therefore, we encourage highlighting them
generously throughout our various communications. When
rephrasing them, make sure to keep keywords and the
essence of the message without much alteration.
 Malaysia Healthcare > Brand Voice > Audience Messaging 29

We essentially talk to three main audience segments; depending on which

segment, the message might differ, but the tone should remain consistent.

Audience Messaging Public:

When talking to the public, your message should be welcoming, engaging
and appealing.

Media:
The media becomes the primary vehicle through which we convey our
message. Malaysia Healthcare – and the public – are best served if we are
professional and confident, and provide accurate information to the media
at all times.

Stakeholders:
These include all corporate parties that may have an interest in Malaysia
Healthcare, e.g. hospitals, medical representatives and travel agencies.
They are, in essence, your partners in promoting the brand. Hence, to
ensure effective stakeholder engagement, your message should be direct
and purposeful, clearly stating supporting facts and evidence to reinforce
the brand’s position.
 Malaysia Healthcare > Brand Voice > Editorial Guidelines 30

USAGE DOS AND DON’TS GUIDELINE DO DON’T

The Malaysia Healthcare brand name Malaysia Healthcare Malaysia healthcare,

should always be written in full and in MH

Editorial Guidelines title case

When talking about the healthcare health/healthcare travel medical tourism/tourist

industry or travellers, selected terms are health/healthcare tourist(s)
preferred traveller(s) visitors
arrivals travellers

Use British English Colour Color

Programme Program
Organise Organize

Spell out numbers less than 10 Eight 8

UNLESS it’s a measurement, date or in a 5m Five metres

table, then use numerals

Use numerals for numbers more than 10 20 Twenty

 Malaysia Healthcare > Brand Voice > Editorial Guidelines 31

USAGE DOS AND DON’TS GUIDELINE DO DON’T

UNLESS the numbers are used at the Fifty people attended 50 people attended
beginning of a sentence, in which case the event. the event.

Editorial Guidelines they should be spelled out

(Cont’d) Use a comma to separate four digit

or higher) denominations
5,000 5000

Write out million and billion in full 20 million 20,000,000

The format for dates: 1 April 2015 1/4/15

Day/Month/Year

The format for telephone numbers +6012 555 5555 (mobile) 012-555 5555 (mobile)
+603 5555 5555 03-5555-5555 (Landline)
(Landline)

Write out URLs without the http:// www.mhtc.org.my http://www.mhtc.org.my

 Malaysia Healthcare > Brand Voice > Drafting Press Releases 32

Drafting
Format
• All press releases should follow MHTC’s press release template.

Press Releases
• The body text of the press release should be justified
• Press releases should be printed on one side of the sheet
• Supporting materials to include in a Press Kit (optional, depending
on circumstance):
- Factsheets
- Background information packets
- Images (ensure that these are captioned accordingly)

Content
• Content should be written from a third person perspective
• The formal name should precede the use of abbreviations, for e.g.,
Malaysia Healthcare Travel Council (MHTC), and MHTC thereafter
• Provide full names and titles of the relevant people
• Ensure that the full contact details (including your name and direct contact)
of the Public Relations department are included at the end of the
press release
 33

Brand Identity
and Application
 Brand Identity and Application > Manifesto > Our Manifesto Story 34

Our Manifesto The brand manifesto describes our mission to provide

a true care experience in the form of Malaysian
Story hospitality, authority, structured fees, skilled
experts, and state-of-the-art facilities and
technologies.

Partners and stakeholders are encouraged to

incorporate the spirit of this manifesto within our
communication materials as per the Communicating
Our Brand Essence sub-section.
 Brand Identity and Application > Manifesto > Our Manifesto 35

Experiencing care.

It’s about putting our heartfelt emotions into action.

Care is honed through our upbringing,

It is inherent and feels natural.

True care comes from being truly Malaysian.

Our Manifesto It makes you feel right at home.
It is pure hospitality, extended in all that we do.

Care provides assurance, in the form of a voice of authority, and comes

across as a reliable friend.

Care ensures everything goes well – and stays well.

Like
Well-designed online navigation.
Well-planned medical tour itinerary
Well-structured fee system.
Well-equipped, state-of-the-art facilities.
Well-skilled experts and medics.

When it comes to our health, experiencing true care is what we need, as we

go on life’s journey.

An experience for you. An experience for life.

For peace of mind that leaves you feeling right at home.

Experience True Care.

Experience Malaysia Healthcare.
 Brand Identity and Application > Communicating Our Presence 36

Communicating Often, we will feature both MHTC and Malaysia

Healthcare logos equally across our communication.
Our Presence However, there are exceptions to this rule:

The usage of the MHTC corporate logo is prioritised

in the event of:
1. Official engagements - with Ministries,
governments, government agencies, and
2. Corporate Partnerships

The usage of the Malaysia Healthcare commercial logo

is prioritised in the event of:
1. Commercial engagements (B2B, B2C), and
2. Commercial Partnerships
 Brand Identity and Application > Our Visual Identity 37

Malaysia is known for our richness in art and warmth,

best represented by the various tapestries we find across
our cultures: in the Malay songket, the Chinese kesi and
the Indian mandala to name a few.
Our Visual Identity We chose to be inspired by these various art forms and
adapt the stethoscope from the Malaysia Healthcare logo
as a motif and turn it into graphic elements that weave in the
Malaysia Healthcare key strengths of Quality, Accessibility,
Affordability, Communication and Hospitality – a
representation of how we connect the uniquely Malaysian
quality care with quality experience, healthcare with tourism,
and skilled experts & cutting-edge technology with
our patients.

Introducing The Smiley, The Bunga Raya, and The Pattern

Corner as visual representations that can be immediately
associated with the MHTC and Malaysia Healthcare brands.
 Brand Identity and Application > Our Visual Identity > The Smiley 38

1. The Smiley
To create a mnemonic that people can
immediately relate to and is unique to us,
we have adapted the stethoscope curve
from the Malaysia Healthcare logo, which
resembles a smiling mouth.

This design element is versatile and serves

to draw attention and highlight important
visual elements and information by
directing the visual flow of the viewers.
Brand Identity and Application > Our Visual Identity > The Smiley 39

Smiles are one of the most powerful means we have of communicating who
we are and what we intend in social contexts. While it may be a simple form of
social interaction and communication, a smile is complex, dynamic, and powerful.

Genuine smiles arise from a positive feeling — contentment, approval, happiness,

feeling reassured, belonging and trust and it is an expression that almost always
comes instinctively to us as Malaysians who are known all over the world for our
warmth and friendliness.

Which is why The Smiley serves to be more than just a mnemonic, but as a
constant reminder of our promise for health travellers to experience Quality Care
for Your Peace of Mind.
Brand Identity and Application > Our Visual Identity > The Smiley > Application 40

The Smiley can be used for both our corporate and creative brands
with these suggested applications:

MHTC:
To be used as a corporate design element on stationeries, presentation
slides, car decals, etc.

Malaysia Healthcare:
To be used as an enhancement to copy and/or subject in visual
commercial communications.
 Brand Identity and Application > Our Visual Identity > Element Specifications 41

Element
Specifications X

The Smiley must always be in proportion to

the size and shape of the Stethoscope
in the Malaysia Healthcare logo. More
information on the Malaysia Healthcare logo
1/2X
can be found under the Malaysia
Healthcare Brand Application section.

Minimum size: 2.5cm

 Brand Identity and Application > Our Visual Identity > The Smiley > Primary Usage 42

Primary Usage
The Smiley is designed to draw focus
and attention to Malaysia Healthcare
communication items.
MALAYSIA PROVIDING
When applying The Smiley to an artwork, GREAT HEALTHCARE
begin with identifying the most important HOSPITALITY
element to highlight before incorporating
other elements within the Smiley.

#experienceMalaysiaHealthcare
 Brand Identity and Application > Our Visual Identity > The Smiley > Secondary Usage 43

Secondary Usage
The Smiley can act as a supporting brand
identity in emphasising the brand signature.
The circle end of the smiley can be used to
frame certain elements that require this
type of highlight.

John Smith
Chief Executive Officer

Click here for more information

 Brand Identity and Application > Our Visual Identity > The Smiley > DOs 44

DOs
The Smiley is flexible enough to be part
of any communication materials and layout,
MALAYSIA PROVIDING
including but not limited to print, digital and GREAT HEALTHCARE
video. As it is not mandatory to have The HOSPITALITY
Smiley in every single communication MALAYSIA PROVIDING
GREAT HEALTHCARE
material, please consult MHTC's HOSPITALITY

Communication Department on
recommended application.

Application of the element should always

highlight a key subject matter of the
communication. This can range between #experienceMalaysiaHealthcare #experienceMalaysiaHealthcare
a visual subject, a product offering and
even promotion information.

Prioritise the use of Primary Red for MALAYSIA PROVIDING

The Smiley's colour. In the event a different GREAT HEALTHCARE
colour is required, choose one from our HOSPITALITY
Brand Palette. #experienceMalaysiaHealthcare
 Brand Identity and Application > Our Visual Identity > The Smiley > DOs 45

DOs
It is important to make sure that our brand's
Visual Identity looks good in any circumstance
and environment. 5 REASONS MALAYSIA
IS WORLD-CLASS IN

To ensure high quality results, carefully

COVID MANAGEMENT Tell us your 2022
follow the recommendations set out in
these guidelines.

#experienceMalaysiaHealthcare
#experienceMalaysiaHealthcare

Do use The Smiley in its entirety, Do use the curve of The Smiley to underline
from one end to another. the most important communication points.
 Brand Identity and Application > Our Visual Identity > The Smiley > DON’Ts 46

DON’Ts MALAYSIA PROVIDING NO SYMPTOM,

GREAT HEALTHCARE
HOSPITALITY NO PROBLEM?
MALAYSIA PROVIDING
GREAT HEALTHCARE Why Hepatitis C
HOSPITALITY is scarier than
Incorrect use of our brand's Visual Identity it sounds
can weaken their integrity, impact and
consistency.

To ensure high quality results, carefully

#experienceMalaysiaHealthcare
follow the recommendations set out in #experienceMalaysiaHealthcare #experienceMalaysiaHealthcare

these guidelines. Do not obscure important visuals Do not flip The Smiley horizontally Do not rotate The Smiley
with the circle end of The Smiley

Do not crop The Smiley Do not use gradient or colours Do not obstruct or obscure
that are not within our Brand Palette The Smiley by more than 50%
 Brand Identity and Application > Our Visual Identity > The Bunga Raya 47

2. The Bunga Raya

Taking inspiration from Malaysia's
national flower, we have also adapted
the stethoscope motif from the Malaysia
Healthcare logo to form a hibiscus.
With each petal representing
Malaysia Healthcare's key strengths:
Quality, Accessibility, Affordability,
Communication and Hospitality.

The stethoscope motifs are repeated

and linked together to symbolise our
mutual focus towards providing a
True Care Experience, together.
Brand Identity and Application > Our Visual Identity > The Bunga Raya > Application 48

The Bunga Raya can be used for both our corporate and creative
brands with these suggested applications:

MHTC:
To be used as a corporate design element secondary to The Smiley
on stationeries, presentation slides, car decals, etc.

Malaysia Healthcare:
To be used in a specific configuration as part of The Pattern Corner.
To be used as an enhancement to copy and/or subject in visual
commercial communications.
 Brand Identity and Application > Our Visual Identity > The Bunga Raya > Colour and Scale 49

Element
Specifications
Colour
Colour combinations for the pattern application
is as flexible as the Brand Palette permits it to be.
Please consult the Brand Palette sub-section
for more information.
Colour

Scale
The pattern is scalable from super small to super
large, depending on required application.

Pattern Arrangement
Please refer to the arrangement provided in this
Corporate Identity Guide when applying the
Bunga Raya Pattern. Any interest in modifying the
pattern arrangement or applying the Bunga Raya
Pattern in alternative ways needs to be approved
by MHTC's Communication Department.

Scale
 Brand Identity and Application > Our Visual Identity > The Bunga Raya > Flexibility 50

Element
Specifications (cont’d)
Flexibility
The bunga raya element can be tastefully
scaled, adapted fractionally (cropped),
rotated and flipped. This includes the use of
different stroke colours and different colour
combinations as per our Brand Palette.

However, it may NOT be skewed, stretched,

distorted or modified in ways that loses its
essence.
 Brand Identity and Application > Our Visual Identity > The Bunga Raya > DOs 51

DOs
The Bunga Raya is flexible enough
to be part of any communication
materials and layout including but not
limited to print, digital and video.
Tell us your 2022
You may creatively adapt The Bunga
Raya as a solitary element or as a
cohesive pattern when used outside #experienceMalaysiaHealthcare

of The Pattern Corner. As it is not

Single Flower Insta Post Pattern Membership Certificate
mandatory to have The Bunga Raya
in every single communication
material, please consult MHTC's
Communication Department on
recommended application.

Application of the element should only

be secondary to the key subject
matter of the communication.
Pattern Certificate Folder Single Flower Banner
 Brand Identity and Application > Our Visual Identity > The Bunga Raya > DON’Ts 52

DON’Ts
Incorrect use of our brand's Visual Identity can
weaken their integrity, impact and consistency.

To ensure high quality results, carefully follow the Do not skew, stretch or distort the Bunga Raya.
recommendations set out in these guidelines.

Do not overlay the Bunga Raya

with extra lines/elements.

Do not obscure important visuals with

he Bunga Raya Pattern.

Do not add ugly gradient.

 Brand Identity and Application > Our Visual Identity > The Pattern Corner 53

3. The Pattern Corner

Usage of The Bunga Raya within The Pattern
Corner represents the interweaving of our
Malaysian culture and our services, values and
positioning as the Malaysia Healthcare brand.

The Pattern Corner follows the stethoscope

curve from the Malaysia Healthcare logo and is
located at the bottom right corner of our visuals.

It also houses the brand tagline "QUALITY CARE

FOR YOUR PEACE OF MIND" and is visible
against the brand colour.

It is mandatory for The Pattern Corner to appear Tagline

across all communication materials unless
otherwise specified. When in doubt, please
consult MHTC's Communication Department on
recommended application.
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > Colour 54

The Pattern Corner

Colour Background

Primary Red
CMYK
20 100 90 10
The Pattern Corner looks best in full colour or RGB
on a white or light coloured background and 190 30 45
WEB HEX
we encourage you to use it that way. BE1E2D

The Bunga Raya

The Pattern Corner should typically be in full
colour configuration when possible. 80% Primary Red

While we encourage creative combination of

colours for The Bunga Raya for other uses,
colours for the The Pattern Corner must
always adhere to the official guide as stated at
the side.
Tagline

NOTE: For Black & White variation, please Helvetica Neue Lt Std Bold
Center Aligned
refer to the working file provided by CMYK
0000
MHTC’s Communication Department. RGB
255 255 255
WEB HEX
FFFFFF
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > Element Specifications 55

Element
Specifications
The Pattern Corner must always consist
of these three elements:
• a curve
• The Bunga Raya pattern
4x 4x
• the tagline "QUALITY CARE FOR YOUR
PEACE OF MIND"

The Pattern Corner can be resized to suit

a variety of visuals but should always maintain
a curve that is correctly proportioned to the
Stethoscope in the Malaysia Healthcare logo.

We suggest The Pattern Corner to be at 40% of

the communication material's height. However,
this does not apply to smaller formats such as
digital banners. 4x

The tagline within The Pattern Corner must always

be legible and written within 3 lines.
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > Element Specifications 56

Element
Specifications (cont'd) X X X X

Should you encounter situations where

X X X X
The Pattern Corner cannot be meaningfully
applied to a communication material (too Horizontal

small, etc.) you may forgo the curve and

patterns in favour of prioritising our tagline X X X X X X X X

and logo.

In this event, the tagline must be X

positioned adjacent to the logo, either X X X X X X X X

vertically or horizontally. X X

X X

Vertical
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > Print Ad Application 57

Print Ad
Application
To ensure the visibility of the tagline,
The Pattern Corner’s height should be
40% of the communication’s overall height.
H O L D E R
The Smiley placement is subject to what PL A C E
works best.
Lorem ipsum dolor sit amet, consectetuer adipiscing

LOREM IPSUM DOLOR SIT

elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquamerat volutpat. Ut wisi.

Dolore magna aliquam Quis nostrud exerci tation ullamcorper

suscipitlobortis nisl ut aliquipex ea commodo.

Duis autem vel eum iriure dolor in hendrerit in

vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et
accumsan et iusto odio dignissim delamit hender.

Qui blandit praesent luptatum zzril delenit.

Get to know Malaysia Healthcare by visiting

mhtc.org.my today.

4x

#experienceMalaysiaHealthcare
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > SocMed and Digital Template 58

Social Media and

Digital Application
MALAYSIA PROVIDING
To ensure the visibility of the tagline, GREAT HEALTHCARE
HOSPITALITY
The Pattern Corner’s height should be 40% MALAYSIA PROVIDING
of the communication’s overall height. GREAT HEALTHCARE
HOSPITALITY
However, this does not apply to smaller
formats such as digital banners.

The Smiley placement magnifies the 4x 4x

headline and the subject, unifying them

all in one cohesive message.
#experienceMalaysiaHealthcare #experienceMalaysiaHealthcare

MALAYSIA PROVIDING
GREAT HEALTHCARE
HOSPITALITY
#experienceMalaysiaHealthcare
 Brand Identity and Application > Our Visual Identity > The Pattern Corner > DON’Ts 59

DON’Ts
Incorrect use of our brand's Visual
Identity can weaken their integrity,
impact and consistency. Do not combine tagline and pattern in low contrast. Do not replace the Bunga Raya
pattern with other visuals.

To ensure high quality results,

carefully follow the recommendations
set out in these guidelines.

MALAYSIA PROVIDING
GREAT HEALTHCARE
HOSPITALITY
MALAYSIA PROVIDING
GREAT HEALTHCARE
HOSPITALITY

#experienceMalaysiaHealthcare #experienceMalaysiaHealthcare

Do not place The Pattern Corner on top right, top left or bottom left of the visual Do not change The Pattern
Corner to visual placement ratio.
 60

Typeface
and Fonts
 Brand Identity and Application > Typeface and Fonts > Primary Typeface 61

75 Bold
Primary typeface
The Helvetica Neue Lt Std typeface is one
76 Bold Italic
of the most famous and popular in the world.
It’s been used for every typographic project
imaginable, not just because it is on virtually
65 Medium
every computer. Helvetica has a wide range
of weights which enables it to adapt to a
number of personalities. The design embodies
66 Medium Italic
56 Italic
the concept that a typeface should absolutely
support the reading process – that clear
communication is the primary goal of

55 Roman
typography.

The design embodies the concept that a

45 Light
typeface should absolutely support the reading
process – that clear communication is the
primary goal of typography.

46 Light Italic
 Brand Identity and Application > Typeface and Fonts > Typography 62

Subhead Headline

THIS IS A HEADLINE
Helvetica Neue Lt Std Helvetica Neue Lt Std

Typography
55 Roman 35 Thin
Sentence Case Prefereably All Caps
Font Size Font Size

MOCK-UP
Depends on the overall artwork Depends on the overall artwork
Kerning Kerning
0 0
Our typography will be Leading Leading

used for many different

2pt size bigger than font size
This is a subhead mock-up 2pt size bigger than font size

applications and needs

to be consistent, Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
CTA
responsive and work Helvetica Neue Lt Std sed diam nonummy nibh euismod tincidunt ut laoreet Bodycopy
Helvetica Neue Lt Std
55 Roman
equally well in print and Sentence Case
dolore magna aliquam erat volutpat. Ut wisi enim ad 55 Roman
minim veniam, quis nostrud exerci tation ullamcorper Sentence Case
online. “Malaysia Healthcare” to be highlighted
suscipit lobortis nisl ut aliquip ex ea commodo. Font Size
Font Size
Depends on the overall atrwork
Same as Bodycopy
Kerning
Create emphasis and Kerning
0
Get to know Malaysia Healthcare by visiting
0
mhtc.org.my today.
visual hierarchy that Leading
Leading
Minimum = 0 (Auto)
Minimum = 0 (Auto)
assists the reader with
#experienceMalaysiaHealthcare
navigating our text by
using the size, spacing, Hashtag
capitalisation, and proper Helvetica Neue Lt Std
55 Roman
usage of type fonts as Lower Case
“MalaysiaHealthcare” to be highlighted
stated in the visual. Font Size
Depends on the overall atrwork
Kerning
0
Leading
Minimum = 0 (Auto)
 Brand Identity and Application > Typeface and Fonts > Secondary Typeface 63

Internal Use Typeface

ABCDEFGHIJKLM
In instances where the copy needs to be more
prominent, we use Just Wright.

Just Wright is a Script type font that can be

used on any device such as PC, Mac, Linux, iOS
NOPQRSTUVWXYZ
and Android and is a great choice to increase
and add excitement in our communications. abcdefghijklm
The typography is traditional, the basic elements
are legible, evenly spaced and readable. nopqrstuvwxyz
NOTE: This font is strictly for internal MHTC
and Malaysia Healthcare communications
01234567890
use only.
©®™’”#*
 64

Brand
Photography
and Videography
 Brand Identity and Application > Brand Photography and Videography 65

Every image It is important that it reflects our key experiences

while also portraying a synergistic message.

helps tell our Perhaps the most effective way to portray the
story essence of the Malaysia Healthcare brand is
through the visuals used. The images should
provide an insight into the distinct experiences
on offer here by showcasing the beauty and
diversity of our people, places and cultures.
 Brand Identity and Application > Brand Photography and Videography 66

Mood and Tone

Portray our Brand Personality in a genuinely Malaysian way.

Lighting Colour
Highlight important parts of the photo with proper exposure and balance. Incorporate our Brand Palette colours in a tasteful manner.
 Brand Identity and Application > Brand Photography and Videography Guidelines
Brand Photography
and Videography
Guidelines
Whether pulling from the our visual library,
commissioning a shoot, or finding stock
imagery, high quality pictures and videos
are critical to creating genuine and
authentic communication.
DOs
• Do prioritise images from the MHTC
image bank whenever possible.
• Do consider diversity by including a
range of ages, gender and ethnicity,
as well as different levels of
professional experience.
• Do use individuals who look distinctly
Malaysian when representing MHTC,
Malaysia Healthcare and our medical
personnel.
• Do show subjects that look healthy and
display a positive attitude.
• Do ensure people recorded are dressed
modestly and depicting behaviours that
adhere to Malaysian culture and norms.
• Do be dynamic with your cropping and
try to avoid filling the whole shot with
people or locations.
• Do use a short depth of field, so that
backgrounds can drop out of focus.
• Do feature a setting that is authentic to
the story and subject of the image.
67
DON’Ts
• Do not record anyone without their
consent – if someone does not want to
be included in your composition,
respect this.
• Do not portray exaggerated facial
expressions and big smiles – a relaxed,
friendly face is always preferred.
• Do not use portrayals of people dressing
and behaving in ways that go against
Malaysian culture and norms.
• Do not depict stereotypes and always
maintain a global perspective with a
local touch.
• Do not muddle people into backgrounds
– look for clear space around them.
• Do not overload the frame with
information and keep the focus point on
the person.
• Do not use images that look ‘cheesy’,
staged or superimposed.
• Do not include third-party logos of
contractors, etc. in our images – retouch
these digitally if necessary.
 Brand Identity and Application > Brand Photography and Videography > TV Commercial Guidelines 68

TV Commercial
The storyline of the TV commercials
should place equal emphasis on medical
and travel aspects that are
Malaysian-centric. If a host is employed, www.malaysiahealthcare.org

the individual should be someone familiar malaysiahealthcare.org Malaysia Healthcare

Malaysia Healthcare Travel Council

to the healthcare industry. #experienceMalaysiaHealthcare

The Malaysia Healthcare logo should

appear at the top right corner throughout
the video duration.

The Pattern Corner appears only at the

end frame and is not required to appear
throughout the video.
 Brand Identity and Application > Brand Photography and Videography > End Frame Animation 69

Video End Frame

Animation
1 2
All TV commercials should end with the
Malaysia Healthcare logo, contact
information such as URL, email address,
phone number and social media names,
the #experienceMalaysiaHealthcare
hashtag and The Pattern Corner. 1. Malaysia Healthcare logo on top right 2. The Pattern Corner sans tagline appears
towards the end of the video

3a 3b 4

www.malaysiahealthcare.org
malaysiahealthcare.org Malaysia Healthcare
Malaysia Healthcare Travel Council

#experienceMalaysiaHealthcare

3a. The tagline appears in the middle of the screen. 3b. The tagline becomes smaller and is then 4. Malaysia Healthcare logo appears on end screen,
Malaysia Healthcare logo can no longer be seen. housed within The Pattern Corner along with contact information.
 Brand Identity and Application > Brand Photography and Videography > Element Specifications 70

Video Element
Specifications
1920x1080 ratio
X X

1.5x
To ensure the visibility of the elements in our X X

videos, carefully follow the recommendations

set out in these guidelines.

The top right Malaysia Healthcare logo height

should be 15% of the communication's 4x

overall height.

The Pattern Corner height should be 40% of

X X

the communication's overall height.

4x

The tagline height (before being housed within 3x X X

The Pattern Corner) should be 30% of the www.malaysiahealthcare.org

malaysiahealthcare.org Malaysia Healthcare

communication's overall height.

Malaysia Healthcare Travel Council

#experienceMalaysiaHealthcare

The end frame Malaysia Healthcare logo

height should be 40% of the communication's
overall height.
 Brand Identity and Application > Brand Palette 71

Primary colour

CMYK
20 100 90 10

Brand Palette
RGB
190 30 45
WEB HEX
BE1E2D

Our palette features one primary colour, three neutral

colours and a spectrum of secondary colours.

Primary colour
Neutral colour
Colour plays a large role in the individuality and
CMYK
memorability of a brand. We build and retain client 0000
RGB
recognition through use of our primary colour and apply 255 255 255
WEB HEX
high contrast colour combinations for our diverse FFFFFF

audience.In addition, we have a cast of secondary

colours beyond CMYK for limited use.

Neutral colours Neutral colour

They create opportunities for Malaysia Healthcare CMYK

18 14 13 0
to show up in more accessible and exciting ways, RGB
206 206 208
such as in visual representation for other collaterals WEB HEX
CECED0
and merchandise. This should only be used when
a wider palette is required.

Neutral colour

CMYK
47 37 36 0
RGB
144 146 149
WEB HEX
909295
 Brand Identity and Application > Brand Palette 72

Primary colour Secondary colour Secondary colour

CMYK CMYK CMYK

20 100 90 10 47 35 22 0 83 77 48 49
RGB RGB RGB

Brand Palette
190 30 45 141 153 174 43 45 66
WEB HEX WEB HEX WEB HEX
BE1E2D 8D99AE 2B2D42

Secondary colours Secondary colour 90% Secondary colour 90% Secondary colour 90%
They create opportunities for Malaysia
Healthcare to show up in more accessible and
exciting ways, such as in visual representation Secondary colour 80% Secondary colour 80% Secondary colour 80%
for other collaterals and merchandise. This
should only be used when a wider palette Secondary colour 70% Secondary colour 70% Secondary colour 70%
is required.

Secondary colour 60% Secondary colour 60% Secondary colour 60%

Secondary colour 50% Secondary colour 50% Secondary colour 50%

Secondary colour 40% Secondary colour 40% Secondary colour 40%

Secondary colour 30% Secondary colour 30% Secondary colour 30%

Secondary colour 20% Secondary colour 20% Secondary colour 20%

Secondary colour 10% Secondary colour 10% Secondary colour 10%

 73

MHTC
Brand Identity
and Application
 MHTC Brand Identity > MHTC Logo 74

MHTC Logo
The MHTC logo identifies the governing council over
Malaysia Healthcare. The logo is available in full
colour and one colour configurations.
MHTC logo
(Without company registration number and
with Ministry of Health endorsement)

The logo is accompanied by only the Ministry of

Health endorsement for official creative documents
MHTC logo
and items such as, but not limited to backdrops, (With company registration number and
mock ups for MOU signings, and B2B partnerships. with Ministry of Health endorsement)

The logo is accompanied by Company Registration

Number and Ministry of Health endorsement for
official and confidential documents and items such
as, but not limited to name cards, letterheads,
envelopes, and certificates.
 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > Colour 75

MHTC Logo Colour

(Without company registration number and with Ministry of Health endorsement)

Our logo looks best in full colour or on CMYK

20 100 90 10
a white or light coloured background, RGB
190 30 45
and we encourage you to use it that way. WEB HEX
BE1E2D

The logo should typically be in full colour

configuration when possible.

The official colours are as stated in

the visual.

CMYK
0 0 0 100
RGB
000
WEB HEX
00000
 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > Colour Applications 76

MHTC Logo Colour

Applications
(Without company registration number and with Ministry of Health endorsement) CMYK CMYK
20 100 90 10 0 0 0 100
RGB RGB
190 30 45 000
WEB HEX WEB HEX
BE1E2D 00000

White background Full reverse white

Full reverse black Photography background

 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > BW Applications 77

MHTC Logo
Black and White Applications
(Without company registration number and with Ministry of Health endorsement) CMYK
0 0 0 50
RGB
128 128 128
When an application does not allow for WEB HEX
#808080
the use of the full colour logo, the one
colour logo is used. Make sure that there’s
enough contrast between the logo and
background colour. We have the following
approved variations.

The single colour will be black and used

when the background is white or a very light
colour. When the background is very dark
or solid black, the logo will be reversed out
White background Lighter background
of the background or white.

Black background Dark photography background

 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > Clear Space 78

MHTC Logo
Clear Space
(Without company registration number and with Ministry of Health endorsement)

Clear space is the minimum area

surrounding the logo which must remain X X
clear of any other visual elements or text.

X X

X X

X X
 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > Applications 79

MHTC Logo on
Corporate Materials
(Without company registration number and with Ministry of Health endorsement)

Design applications:
• MoU Artworks
• Membership Certificate
• Certificate Folder

Certificate Folder Membership Certificate MoU Artwork

 MHTC Brand Identity > MHTC Logo (without Company Registration Number) > Applications 80

MHTC Logo on
Corporate Materials
(Without company registration number and without Ministry of Health endorsement)

Design applications:
• Generic Bunting
• Event Backdrop
• MCL Reception Signage
• Lanyard

Event backdrop

Generic Bunting MCL Reception Signage

Lanyard
 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Colour 81

MHTC Logo Colour

(With company registration number and with Ministry of Health endorsement)

CMYK
Our logo looks best in full colour or on 20 100 90 10
a white or light coloured background, RGB
190 30 45
and we encourage you to use it that way. WEB HEX
BE1E2D

The logo should typically be in full colour

configuration when possible.

The official colours are as stated in

the visual.

CMYK
0 0 0 100
RGB
000
WEB HEX
00000
 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Colour Applications 82

MHTC Logo Colour

Applications
(With company registration number and with Ministry of Health endorsement) CMYK CMYK
20 100 90 10 0 0 0 100
RGB RGB
190 30 45 000
WEB HEX WEB HEX
BE1E2D 00000

White background Full reverse white

Full reverse black Photography background

 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > BW Applications 83

MHTC Logo
Black and White Applications
(With company registration number and with Ministry of Health endorsement) CMYK
0 0 0 50
RGB
128 128 128
When an application does not allow for the WEB HEX
#808080
use of the full colour logo, the one colour logo
is used. Make sure that there’s enough
contrast between the logo and background
colour. We have the following approved
variations.

The single colour will be black and used when

the background is white or a very light colour.
When the background is very dark or solid
black, the logo will be reversed out of the
White background Lighter background
background or white.

Black background Dark photography background

 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Clear Space 84
79

MHTC Logo
Clear Space
(With company registration number and with Ministry of Health endorsement)

Clear space is the minimum area

surrounding the logo which must remain X X
clear of any other visual elements or text.

X X

X X

X X
 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Applications 85
80

MHTC Logo on
Corporate Materials
(With company registration number and with Ministry of Health endorsement)

Design applications: Malaysia Healthcare Travel Council (201101035226) (963360-K)

Level 28, Lot 28-01, Tower 2
Menara Kembar Bank Rakyat
Jalan Rakyat, 50470
Malaysia Healthcare Travel Council (201101035226) (963360-K)
Level 28, Lot 28-01, Tower 2
Menara Kembar Bank Rakyat
Jalan Rakyat, 50470

• Letterhead
Kuala Lumpur, Malaysia Kuala Lumpur, Malaysia
Call centre: +603 27268688 Call centre: +603 27268688
Email: callcentre@mhtc.org.my Email: callcentre@mhtc.org.my
www.mhtc.org.my www.mhtc.org.my

• Envelope
• Company Car Sticker

Envelope

Letterhead Company Car Sticker

 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Applications 86

MHTC Logo on
Corporate Materials
(With company registration number and with Ministry of Health endorsement)

Design applications:
• Physical Namecard
• Internal Forms

Namecard Front

Scan here for

e-Business Card

MHTC Call Center: MHTC Scial Media:

+ 603 2726 6688 malaysiahealthcare.org
T 800 188 688 malaysiahealthcare
E callcentre@mhtc.org.my malaysiahealthcare

Namecard Back Internal Form

 MHTC Brand Identity > MHTC Logo (with Company Registration Number) > Applications 87

MHTC Logo on
Corporate Materials
(With company registration number and with Ministry of Health endorsement)

Design applications:
• Digital Namecard

John Smith John Smith

Chief Executive Officer Chief Executive Officer

Click here for more information Click here for more information

Option 1 Option 2
 MHTC Brand Identity > MHTC Logo > DON’Ts 88

MHTC Logo
DON’Ts
Incorrect use of the logos can weaken Do not place the logo on an angle Do not add gradient to the logo Do not alter the colour of
Malaysia Healthcare Travel Council
their integrity, impact and consistency.

To ensure high quality results, carefully

follow the recommendations set out in
these guidelines.

Do not alter the placement or Do not add other elements to the logo Do not alter the color of
size of the logo elements Malaysia Healthcare Travel Council

Do not use the logo on Do not use the logo that has poor contrast Do not place the logo on a detailed image
dark solid colours
 MHTC Brand Identity > MHTC Logo > Appropriate Placement 89

MHTC Logo Preferred

Placement
X
X X

X
X
X X

Appropriate Placement
X X X X

X X X X

Appropriate placement of the logo is very

important to the effectiveness of the brand. Horizontal

Keeping the logo legible and removed from

other distracting elements is key.
Note: Size ratio of the logo must be 30% of the overall size
A white background is best, but light tints or Vertical
gradients are also acceptable as long as all
components of the logo are still legible. Secondary
Placement on dark backgrounds or patterns Placement
which disrupt the integrity and readability
of the logo is prohibited.
X X

X X

X X

X X

Horizontal

X X

X X

Note: Size ratio of the logo must be 30% of the overall size
X X

X X

Vertical
 MHTC Brand Identity > MHTC Logo > With Brand Partner Logo 90

MHTC Logo with X X X

Brand Partner Logo

X Partner Logo
X X X

MHTC logo ought to be placed before

X X X X
brand partner logo. The spacing between X Partner Logo Partner Logo
the MHTC logo and the brand partner logo X X X X

is to follow MHTC Logo Clear Space.

X X X X X

X
Partner Logo Partner Logo Partner Logo
X X X X X

Partner Logo Partner Logo Partner Logo Partner Logo

X X X X X

Horizontal Lock-up
 91

Malaysia Healthcare
Brand Identity
and Application
 MHTC Brand Identity > Malaysia Healthcare Logo 92

Malaysia Healthcare Logo

The Malaysia Healthcare logo is the official
icon of the Malaysia Healthcare brand. It
features a stethoscope in place of the letter
Y in the word Malaysia as a unique visual
representation of the healthcare industry it
aims to promote.

The logo is available in full colour and

one colour configurations.
 MHTC Brand Identity > Malaysia Healthcare Logo > Colour 93

Malaysia Healthcare
Logo Colours
Our logo looks best in full colour or on a white CMYK CMYK
47 37 36 0
0 0 0 100
or light coloured background and we encourage RGB RGB
000 144 146 149
you to use it that way. WEB HEX WEB HEX
00000 909295

The logo should typically be in full colour

configuration when possible.

The official colours are as stated in the visual.

CMYK CMYK CMYK

18 14 13 0 0 0 0 100 20 100 90 10
RGB RGB RGB
206 206 208 000 190 30 45
WEB HEX WEB HEX WEB HEX
CECED0 00000 BE1E2D
 MHTC Brand Identity > Malaysia Healthcare Logo > Colour Applications 94

Malaysia Healthcare Logo CMYK CMYK

Colour Applications
0 0 0 100 20 100 90 10
RGB RGB
000 190 30 45
WEB HEX WEB HEX
00000 BE1E2D

In some special 2-4 colour applications, the

logo may be reversed with the Primary Red
or CMYK added. Special consideration
should be given to the background before
using this version.

When Primary Red, dark colour or dark

photography background is used, the logo
will be reversed out with 30% Black applied
to "HEALTHCARE" and 35% applied to the
White background Lighter background
"STETHOSCOPE TUBE" with keyline reverse.

Black background Dark photography background

 MHTC Brand Identity > Malaysia Healthcare Logo > BW Applications 95

Malaysia Healthcare Logo CMYK CMYK

Black and White Applications

0 0 0 100 0 0 0 50
RGB RGB
000 128 128 128
WEB HEX WEB HEX
00000 #808080

When an application does not allow for the

use of the full colour logo, the one colour
logo is used. Make sure that there's
enough contrast between the logo and
background colour. We have the following
approved variations.

The single colour will be black and used

when the background is white or a very
light colour. When the background is very
White background Lighter background
dark or solid black, the logo will be
reversed out of the background or white.

Black background Dark photography background

 MHTC Brand Identity > Malaysia Healthcare Logo > Clear Space 96

Malaysia Healthcare Logo

Clear Space
Clear space is the minimum area
X X
surrounding the logo which must remain
clear of any other visual elements or text. X X

X X
X X
 MHTC Brand Identity > Malaysia Healthcare Logo > DON’Ts 97

Malaysia Healthcare
Logo DON’Ts
Incorrect use of the logos can weaken Do not separate or move the Do not place the logo Do not flip the stethoscope Do not add gradient to the logo
their integrity, impact and consistency. stethoscope tube on an angle

To ensure high quality results, carefully

follow the recommendations set out in
these guidelines.

Do not alter the placement Do not alter the colour Do not alter the colour Do not flip the angle
or size of the logo elements of Malaysia Healthcare of stethoscope of stethoscope

Do not add other elements Do not use the logo Do not use the logo Do not place the logo on
to the logo on dark solid colours that has poor contrast a detailed image
 MHTC Brand Identity > Malaysia Healthcare Logo > Appropriate Placement 98

Malaysia Healthcare Logo Preferred X

X X
X X
X X
X

Appropriate Placement Placement X X X X

X X X X

Appropriate placement of the logo is very

important to the effectiveness of the brand. Horizontal

Keeping the logo legible and removed from

other distracting elements is key.
Note: Size ratio of the logo must be 30% of the overall size
A white background is best, but light tints or Vertical
gradients are also acceptable as long as all
components of the logo are still legible. Secondary X
X X
X X
X X
X

Placement on dark backgrounds or patterns Placement X

X X
X X
X X
X

which disrupt the integrity and readability

of the logo is prohibited.

Horizontal

Note: Size ratio of the logo must be 30% of the overall size
Vertical
 MHTC Brand Identity > Malaysia Healthcare Logo > Application 99

Malaysia Healthcare Logo LOREM IPSUM DOLAR DIAM NONUMMY

on Creative Materials
SIT MET CONSECTETEUR
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Design applications:
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#experienceMalaysiaHealthcare

Brochure

MALAYSIA PROVIDING
GREAT HEALTHCARE
HOSPITALITY

#experienceMalaysiaHealthcare

OOH
 MHTC Brand Identity > Malaysia Healthcare Logo Application 100

Malaysia Healthcare Logo

on Marketing Collaterals
Design applications:
• Bunting
• Tote Bag
• Lanyard

Bunting Tote Bag

Lanyard
 MHTC Brand Identity > Malaysia Healthcare Logo > With Brand Partner Logos 101

Malaysia Healthcare Logo X X

Partner Logo
X

with Brand Partner Logo

X

X X X

X X X X X

Malaysia Healthcare logo ought to be

Partner Logo Partner Logo Partner Logo
placed before brand partner logo. The X

spacing between the Malaysia Healthcare X X X X X

logo and the brand partner logo is to follow

Malaysia Healthcare Logo Clear Space. X X X X X

Partner Logo Partner Logo Partner Logo

X

X X X X X

Partner Logo Partner Logo Partner Logo Partner Logo

X X X X X

Horizontal Lock-up
 Playbook Guide > Policies and Procedures
We need to ensure all mass public communication are consistent
in terms of branding and messaging. This includes where we allow
partners to use any of our materials.
Approving Content
These guidelines are to help ensure that all our communication are
accurate and consistent with MHTC's Malaysia Healthcare Brand
Policies and Guidelines.
Procedures
The Communications Department is responsible for checking all
external communication for mass media campaigns including
mass printed communication, correspondence by letter or email,
brochures and our corporate website.
All communication need to be approved by the appropriate
stakeholders before content is distributed.
All content produced by MHTC is considered Intellectual Property
and should be managed accordingly. Regional offices have the
responsibility for quality assurance of all outgoing communication
in the region.
Intellectual Property
Our Logos, Trademarks and other Intellectual Property depicted in
these guidelines are the exclusive property of, or used under
licence by MHTC and are protected under trademark and
copyright laws.
All material contained in these guidelines may only be used in a
manner consistent with the guidelines and any other instructions
specified by MHTC from time to time.
102
MHTC reserves the right to withdraw at any time and for any
reason, your right to use any such material (subject to any other
agreement you may have entered into with MHTC).
MHTC is not liable for any claims, actions, liability or loss relating
to your material, goods or services. You are solely responsible for
and should take all appropriate action to ensure that content and
use of any material, product or service does not infringe
applicable statutes, laws or any rights of third parties.
These guidelines should be used in connection with those marks
and images to which contractual access has been granted to you.
Images presented in these guidelines are not necessarily
accessible to all parties due to variations in contractual rights and
your use and possession of these guidelines does not give you
any right, title or interest in any of the Intellectual Property
depicted in these guidelines. Except where expressly permitted
otherwise, you must not sublicense any rights to use any of
MHTC’s material without its prior written consent.
MHTC may alter or amend these guidelines at any time without
notice, and to the extent allowed by law, MHTC will not be liable
for any reliance you place upon these guidelines. To ensure
integrity of all images, application must be submitted for approval
by MHTC by following the steps set out in these guidelines or in
accordance with any contract you have entered into before any
use of the Intellectual Property.
Key Contact Details
For further information, please contact the Communications
Department of MHTC.
For further enquiries on how to use the brand guideline,
please contact: pr.mhtc@org.my