BRAND GUIDELINE

Assessment 2
Brand Identity Portfolio
THALIC EDUCATION COMPANY

Module Leader
Dr. Van Vu

Student
Quang Nguyen
M00852655
TABLE OF CONTENTS

01 02 03 04
Brand Overview Logo Applied Brand Identity References
Reason for Brand Selection Brand Logo Business Stationery
Brand History Logo Meaning Textbook
Brand Vision Logo Variations Social Media
Brand Mission Construction Grid
Brand Core Values Safe Spacing
Brand Slogan Minimum Size
Tone of Voice Sub-brand logo structure
Teaching Methods Logo Integrity
Available Courses Color
Target Customers Typography
BRAND OVERVIEW
Reason for Brand Selection Brand History
Brand Vision Brand Mission
Brand Core Values Brand Slogan
Brand Tone of Voice Teaching methods
Available Courses Target Customers
THALIC - Brand Guidelines
ABOUT THALIC
THALIC is an education company in Vietnam that offers voice training,
communication, presentation and public speaking courses for students,
office workers, kids or everyone who wants to improve their speaking skills.
Brand Overview
REASON FOR BRAND SELECTION
This brand only has a logo and has not developed a complete brand
identity portfolio. During a detailed analysis of the brand, I realized that
the main characteristics of the identity of this company are apparently
antithetical. Innovative, elegant and professional are the values of
THALIC. However, these characteristics did not reflect in the brand's
logo. For this reason, I choose THALIC for assessment 2.
.
Thalic old logo (Facebook, 2022)
THALIC - Brand Guidelines
BRAND HISTORY
Thalic Voice - Academy of Voice Training and Speaking Skills
A sub-brand of Thalic Edu - International Education Company
THALIC VOICE was founded by Nguyen Ha Duy and Hoang
Hung - an MC of VTV (the National Television Broadcaster of Vietnam)
Nguyen Ha Duy Hoang Hung
OCTORBER 2020
THALIC was a small office on Hoang Ngan street to run both as an
office and a classroom. At this time, most classes are delayed 1-2
weeks due to a lack of student enrollments. There are offline classes
with only 2 students, but up to 2 teachers + 1 teaching assistant. Online
classes at this time only have 3-4 students, not enough to run 1 class/month.
Brand Overview
MARCH 2021
THALIC with 11 employees officially rented an office at Doi Can campus
which is a 4-storey building with ambitions to develop and expand the
company. However, due to COVID-19. THALIC started to develop more
online teaching via Zoom since then.
Despite being a start-up founded in the middle of the pandemic, Thalic’s
total revenue reached VND 100 million in 3/2021
APRIL 2022
THALIC has a second office at the S401 building - Vinhomes Smart City
located atTay Mo district, Hanoi.
JANUARY 2023
THALIC moved to a 6-storey building at 47 Vu Ngoc Phan, Dong Da, Hanoi
The company including 66 employees with all departments: Board of Directors
, Training Department, Marketing Department, Administration - Human
Resources Department, Sales Department, Customer Services Department,
Product Development Department...
THALIC - Brand Guidelines Brand Overview

BRAND VISION BRAND TONE OF VOICE

THALIC is the first Voice Training and Speaking Skills academy in
Vietnam with the aim of improving Vietnamese people's voice,
communication, presentation, and public speaking skills. Our ambition
is to promote national pride and preserve the beauty of our mother
tongue through providing courses on standard and confident speaking.
All contents, regardless of their medium, should reflect Thalic's distinctive
brand voice, whether they are online, in display ads, or within onsite materials.
Our voice has two key qualities: ELEGANT and PROFESSIONAL. Working
together, these qualities make everything we write sound uniquely Thalic.

BRAND MISSION BRAND SLOGAN

Each individual is born with a unique identity, derived from the voice. “THANH LỊCH TỪ GIỌNG NÓI” “ELEGANT FROM THE VOICE”
Although you are not a professional speaker, you need to know how to
tell your story with a good voice and an engaging way of speaking. With
exclusive teaching methods, classification according to ability, personalization
by level, commitment to 100% outcomes performance... THALIC VOICE
wants to achieve the mission of "elegant from the voice" for everyone.

BRAND CORE VALUES

The output performances of students is our top priority

Leading innovation for achieving the highest efficiency

Actively building a healthy educational environment

THALIC - Brand Guidelines Brand Overview

P Be S (PRACTICE before STUDY)

TEACHING METHODS Thalic uses the "P Be S" teaching method, which prioritizes
practical experience before theoretical learning. All students
are encouraged to practice speaking before studying, allowing
them to better understand their own voices, and enabling
teachers to accurately evaluate their progress.

“If you're not meticulous, don't

pursue a career in education”
Every aspect of our operation, from marketing and sales to
training and customer service, must meet high standards
and be taken seriously. Thalic does not tolerate any laxness
in any internal or customer-related activities.
THALIC - Brand Guidelines
AVAILABLE
01. LEVEL 1
Pronunciation correction - Standard speech practice
The training course aims to correct common Vietnamese pronunciation errors
such as changing the E vowel to IE and O to OA, incorrect tone marks, and issues
with the L/N consonants. The academy provides guidance on using abdominal
voice techniques and developing a healthy, clear, and standard voice.
02. LEVEL 2
Advanced voice training - Application to daily conversaitions
The advanced training program enhances the quality of the voice to make it
more engaging and expressive, enabling learners to develop critical thinking
skills for public speaking and effective communication in daily life..
03. LEVEL 3
Application of speaking and presentation skills in the workplace
The course provides training on effective speaking and persuasive skills, powerful
presentation skills, and communication thinking in the workplace. It helps students
not only master the skills but also gain more career opportunities and advance their
own careersThe course provides training on effective speaking and persuasive skills,
powerful presentation skills, and communication thinking in the workplace. It helps
students not only master the skills but also gain more career opportunities.
Brand Overview
COURSES
04. LEVEL 4
Professional Presentation and Public Speaking
This course provides training for students to develop professional public speaking and
presentation skills, helping them to find their own style when speaking and leveraging
the potential of their voice to pursue careers as speakers, MCs, teachers, etc.
05. TALENTED GEN Z
Voice training - Communication - Presentation
This course is designed specifically for students who wish to improve their voice,
communication skills, increase confidence, and develop soft skills.
06. THALIC KIDS
Pronunciation correction - Standard speech practice for kids aged 5 to 15
Effective and confident communication skills for kids aged 5 to 15
07. THALIC JUNIOR
Developing soft skills and mindset through voice and language
THALIC - Brand Guidelines Brand Overview

TARGET CUSTOMERS
Employees from all fields/professions

KOLs, KOCs, Celebrities,

Tiktoker, Youtuber, Streamer
Students
Kids

Schools and educational instituions

BUSINESSES INDIVIDUALS
Companies operating in real estate,
insurance, finance, bankingand aviation industry
Companies/Business corporation in cosmetics,
fashion and FMCG industry
Companies providing KOLs and KOCss trainining

Training centers in Customer Service and Sales

LOGO
Brand Logo Logo Meaning
Logo Variations Construction Grid
Safe Spacing Minimum Size
Sub-brand logo structure Logo Integrity
Color Typography
THALIC - Brand Guidelines Brand Logo

BRAND LOGO
Optical kerning, refined weight, and defined clear space,
as well as well delineated placement in relation to other
content all help to make it as instantly recognizable as
possible as at all sizes and in all contents.
THALIC - Brand Guidelines Brand Logo

LOGO MEANING
Thalic focuses on education that helps people share their
voice and make it more professional as well as elegant.
The brand would make people become the better version
by improving their voice and pronunciation.
The open counter of the C letter symbolize the
speech balloon. It is a visual element that is widely
recognized as depicting the speech or thoughts
of a characters.

The A letter symbolize the open mouth when

people talking. The letter itself is decorated with
the soundwave symbol in the center to create
relation to the sound education.
THALIC - Brand Guidelines Brand Logo

LOGO VARIATIONS
Logo with Vietnamese Slogan
Sub-brand Logos
Symbol Logo
JUNIOR

VOICE
Logo with English Slogan
EDU

ELEGANT FROM THE VOICE

 THALIC - Brand Guidelines Brand Logo

CONSTRUCTION GRID 14x

The construction onstruction grid is designed to ensure that the logo
remains undistorted in all printing and processing situations. The logo

=
3x

is placed on a grid with the size of each square being X. 45

3x

16x 1x
9x

2x 7x 2x 4x 13x

94x 3x

3x
14x
THALIC - Brand Guidelines Brand Logo

SAFE SPACING
To ensure the logo stands out and holds its significance, it should be kept
separate from any accompanying illustrations, words or images that may
take away from its signature. Specifically, there should be a minimum
distance of 200% of (sound wave symbol) away friom any illustrations,
photographs, page edges, rules or other types of content.
THALIC - Brand Guidelines Brand Logo

MINIMUM SIZE

40mm 100px

Original version

10mm 20px
Symbol version
THALIC - Brand Guidelines Brand Logo

SUB-BRAND LOGO STRUCTURE

SUB-BRAND
Logo Sub-brand | Helvetica Bold

JUNIOR
To ensure the sub-brand logo stands out and holds its significance, it should
be kept separate from any accompanying illustrations, words or images that

VOICE may take away from its signature. Specifically, there should be a minimum
distance of 200% of (sound wave symbol) away friom any illustrations,
photographs, page edges, rules or other types of content. There should be a
distance of 100% of (sound wave symbol) away

EDU
THALIC - Brand Guidelines Brand Logo

LOGO INTEGRITY

THALIC thalic
Don’t stretch or manipulate the logo Don’t type out the logo in any other fonts Don’t type out in lowercaps or no caps

Don’t rotate the logo Don’t outline the logo Don’t drop shadow
THALIC - Brand Guidelines Brand Logo

COLOR LOGO ON COLORS

Our primary brand colors are Blue, White and Black.
They are used to provide accessibility, simplicity, and
consistency throughtout all brand communications

RGB 31 94 219 RGB 255 254 250 RGB 000

CMYK 85 64 0 0 CMYK 0010 CMYK 75 68 67 90
HEX 1F5EDB HEX FFFEFA HEX 000000
THALIC - Brand Guidelines Brand Logo

TYPOGRAPHY
Helvetica Family Font
Aa Bb Cc Dd Ee Ff Gg Helvetica Light Helvetica Light Oblique
Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu
Vv Ww Xx Yy Zz Tt Uu Helvetica Regular Helvetica Oblique
0123456789
~!@#$%^&*()_+[{}]\:
;‘“<>,./? Helvetica Bold Helvetica Bold Oblique

Main Title Helvetica Bold

Legibility, flexibility, and consistency are important factors to
consider for an identity program (Budelmann, Kim & Wozniak, 2010).
Helvetica meets all the criteria
Main Body Helvetica Regular
APPLIED BRAND IDENTITY
Business Stationery

Textbook

Social Media
THALIC - Brand Guidelines Applied Brand Identity

BUSINESS STATIONERY
THALIC - Brand Guidelines Applied Brand Identity

TEXTBOOK
THALIC - Brand Guidelines Applied Brand Identity

Social Media

Facebook Cover

Social Post
THALIC - Brand Guidelines Applied Brand Identity

Social Media

Facebook Page
REFERENCES
THALIC - Brand Guidelines References

REFERENCES
Budelmann, K., Wozniak, C. and Kim, Y. (2010) Brand identity essentials: 100 principles for designing logos and building brands.
Rockport Publishers.

design.artpaper (2021) Facebook ui template on 3d web browser mockup, Freepik.

Available at: https://www.freepik.com/premium-psd/facebook-ui-template-3d-web-browser-mockup_9559489.htm
(Accessed: March 2, 2023).

hbmedia (2021) Universal contact icons set, Freepik.

Available at: https://www.freepik.com/premium-vector/universal-contact-icons-set_1975129.htm (Accessed: March 4, 2023).

mithun1316 (2021) Modern corporate identity scene creator & mockup with pressed print effect, Freepik.
Available at: https://www.freepik.com/premium-psd/modern-corporate-identity-scene-creator-mockup-with-pressed-print-effect_9069094.htm
(Accessed: March 12, 2023).

Nguyen, B. (2021) Vì sao MC Hoàng Hùng dừng công việc ở VTV?, VietNamNet.
Available at: https://vietnamnet.vn/vi-sao-mc-hoang-hung-dung-cong-viec-o-vtv-759450.html (Accessed: March 10, 2023).

Nguyen, D. (2022) Nguyen Ha Duy portrait picture, Facebook.

Available at: https://www.facebook.com/nguyenhaduy1501 (Accessed: March 10, 2023).

Thalic Voice (2022) Giới thiệu, Thalic. Available at: https://thalic.edu.vn/gioi-thieu.html (Accessed: March 10, 2023).
THALIC - Brand Guidelines References

REFERENCES
Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo/?fbid=480677897432904&set=a.480677880766239 (Accessed: March 10, 2023).

Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=553391936828166&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).

Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=540405261460167&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).

Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=592206662946693&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).
.
Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=592206746280018&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).
.
Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=592206709613355&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).
THALIC - Brand Guidelines References

REFERENCES
Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=595128059321220&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).

Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=610122881155071&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).

Thalic Voice (2022) THALIC VOICE - Học viện Giọng nói và Kỹ năng.
Available at: https://www.facebook.com/photo.php?fbid=540405261460167&set=pb.100064720925068.-2207520000.&type=3
(Accessed: March 10, 2023).

Trinh, L. (2022) 5W1H cùng Hà Duy, CEO Học viện Giọng nói THALIC VOICE: "Không khó tính thì đừng làm giáo dục", The Influencer.
Available at: https://theinfluencer.vn/5-w-1-h-cung-ha-duy-ceo-hoc-vien-giong-noi-thalic-voice-khong-kho-tinh-thi-dung-lam-giao-duc
(Accessed: March 10, 2023).

.yevheniia_tsybulenko (2021) Books cover mockup, Freepik.

Available at: https://www.freepik.com/premium-psd/books-cover-mockup_13318876.htm (Accessed: March 11, 2023).