TC Brand Guidelines

1ST EDITION 2015
BRAND
GUIDELINES
2 Think City Brand Identity Guidelines

Think City Brand Identity Guidelines
W H Y T H E S E B R A N D G U I D E L I N E S ?
These brand guidelines were created to provide

an overall understanding of the Think City
brand, and also to maintain consistency in
all our internal and external communications
that represent the brand. It is the one and
only source and reference guide to ensure key
branding elements are present and consistent in
every communication.

The Contents
Sec.1 I Brand Strategy Sec.2 I Our Look & Feel
1.1 Brand Vision and Mission P-01 2.0 Our Logo 2.1 Corporate Typefaces P-17
1.2 Brand Values P-02 2.0.1 Logo Concept P-01 2.1.1 For Print P-18
1.3 Our Tagline P-03 2.0.5 Our Logo with Tagline P-05 2.1.2 For Web P-19
1.4 Brand Personality P-04 2.0.6 Logo Construction-Grids P-06 2.1.3 For Presentation P-20
1.5 Brand Philosophy P-05 2.0.7 Logo Construction- 2.2 Core colours P-21
Variations P-07
1.6 Brand Manifesto P-06
2.0.8 Logo with Content P-08
1.7 Tone of Voice P-07
2.0.9 Logo with Content
1.8 Our Brand Architecture P-08 Variations–Stock Images P-09
2.0.10 Logo with Content-

Variations–Movie Poster P-10
2.0.11 Logo with Content-

Variations–with Tagline P-11
2.0.12 Colour Configurations P-12
2.0.13 Clear Space & Sizes P-13
2.0.14 Minimum Sizes P-14
2.0.15 Colour Policy P-15
2.0.14 Please Do P-14
2.0.15 Please Don’t P-15
2.0.16 Joint Branding P-16

The Contents
3.6 Exhibition
3.5.1 Backdrop (a. 8ft x 16ft,

8ft x 12ft, 10ft x 20ft)
Sec.3 I Multimedia, Print & Online 3.3 Outdoor Applications
3.6 Stationery
Applications 3.3.1 Billboard – Portrait
3.6.1 Letter Head - Overview P-01
3.0 Basic Grids 3.3.2 Billboard – Landscape
3.6.2 Letter Head - Measurement P-02
3.0.1 Vertical P-01 3.3.4 Billboard – Typography
3.3.4 Signage 3.6.3 Continuation Sheet P-03
3.0.2 Horizontal P-02 (various sizes - horizontal)
3.6.4 Business Card P-04
3.1 The Brand Band 3.3.5 Lightbox (various sizes)
3.6.5 Envelope P-05
3.1.1 The Colours P-03
3.6.6 Staff ID - Overview P-06
Primary
3.6.7 Staff ID - Measurement P-07
3.1.2 Construction P-04
3.4 Buntings And Banners 3.6.8 Visitor Tags P-08
3.1.3 Sizes P-05
3.4.1 Basic Elements P-12 3.6.9 Presentation
3.1.4 Position of The Band P-06
3.4.2 Standard Page Grids – PPT Slides - Overview P-09
Secondary Horizontal / Vertical
3.6.10 Presentation
3.1.5 Construction P-07 3.4.4 Shop Front Banner
3ft(h) x 16ft(w) & 3ft(h) x 10ft(w) PPT Slides - Calm P-10
3.1.6 Sizes P-08
3.6.11 Presentation
3.1.7 Position of The Band P-09
3.5 BTL PPT Slides - Dynamic P-11
3.5.1 Poster - 20”(w) x 30”(h) 3.6.12 Presentation

3.2 Print Applications
3.5.2 Leaflet - A4, A5 (Vertical) P-15 PPT Slides - Corporate P-12
3.2.1 Master Print Layout
(vertical) P-10 3.5.3 Tent Card (A4 Closed) 3.8 EDM
3.2.2 Master Print Layout 3.7.1 Email Sign-off

(horizontal) P-11
3.7.2 Online Banner
3.7.3 You-tube
5 Think City Brand Identity Guidelines 3.7.4 Social Media (FB, Twitter /etc)
SEC.1
Brand
Strategy

Brand Essence Section 1.2
P-01
REJUVENATION Think City’s brand core essence is rejuvenation. This means that in every
interaction with partners, government bodies and key stakeholders, we
always strive to rejuvenate behaviours, thinking processes, and ways of
life in urban spaces--ensuring a positive impact and improvement in the
people and communities that inhabit them.
We rejuvenate by:
Sourcing, implementing, and developing best practices in the
way we work.
Introducing, implementing, and adapting best practices that are

sensitive to the local, cultural, and social contexts of social and business
communities and spaces.
Sharing knowledge to foster sustainability and liveability.
Fostering partnerships for impactful social, cultural,

and economic outcomes.
Encouraging a culture of openness and learning that constantly

challenges or affirms our approach.

Brand Promise Section 1.2
P-02
REJUVENATION We are not here for ourselves. We are here to rejuvenate the
THAT CREATES MORE cities and its communities for the better. This rejuvenation is
done through the “Power of Small”--for instance, small grants
LIVEABLE CITIES
that have a catalytic effect on space, place, and community.
The ability to connect and be relevant is the core of our success.

Through extensive dialogue and deep understanding, we
help connect the dots and empower individuals, groups, and
organisations to take ownership of their city and make it more
sustainable and liveable.
We build strong connections with our touch points; one that is

based on mutual trust and understanding. In every engagement,
we strive for a win-win situation so each party enjoys a
favourable outcome.

Brand Values Section 1.3
P-03
BE Do more with less. BE Practice active listening.

CREATIVE Seek new solutions to achieve the CURIOUS Seek out WIIFMs (What’s in it for me).
best in the most effective way. Empty your cup - Embrace continuous
learning.
BE Of the community.
RESPECTFUL Of partners. BE Credibility and Trust are vital to our
TRANSPARENT existence. We must be transparent
Of diversity - thoughts and in our dealings, yet be mindful
opinions, ethnicity, religion of respecting the privacy of key
and cultures. information; partners; and individuals
Of processes that create optimum in the communities we work in.
flow and ease. Change those that
don’t.
BE Be a Humble Leader
A HUMBLE Practise humility. We leave our egos
BE Dare to change. (Change self- LEADER
COURAGEOUS limiting habits and behaviours, at the door.
change perceptions when facts
Communities come first--it’s all about
change.)
them. No fanfare, no ribbon-cutting,
Dare to own outcomes. no chest-thumping.
Dare to be innovative.
Dare to ask if you don’t know.

Project Values Section 1.4
P-04
Project Values are derived from Think City’s core values. They outline the
behaviour that all Think City employees and anyone acting for or on behalf
of Think City should embody. These values guide our grants selection and
evaluation as well as our selection of key partners. They should be made
known to all our grantees and those we work with to deliver our projects.
RESPECTFUL Of the people and communities, INCLUSIVE Engage everyone involved--whether

as well as spaces and places. directly or indirectly--with the space,
place, or community.
CREATIVE Look at things from fresh and

different perspectives. SUSTAINABLE Ensure projects have a long term
impact.
Be innovative.
INNOVATIVE Seek new ways to improve

a space, place, or community
for the better.

Brand Personality Section 1.5
P-05
PASSIONATE
PROFESSIONAL
APPROACHABLE
CONTEMPORARY
SUPPORTIVE
VIBRANT

Tone of Voice Section 1.6
P-06
We always speak in a voice that is

unconventionally down-to-earth.
We reflect real life conversations

of Malaysians, caring for local
community and communicate
through local context. But we must
always be sincere, genuine, and
speak from the heart.

Brand Positioning Section 1.7
1.4
P-04
P-07
& Tagline
REJUVENATING THE CITY TOGETHER
At Think City we are a catalyst of change

that seeks to rejuvenate and regenerate cities
through collaborative partnerships that empower
and create better and more liveable cities.

Brand Architecture Section 1.8
P-08
Think City’s Brand Architecture is Monolithic.

This application is efficient and you are able to create a strong consistent
message using a singular brand and positioning.
Additional service or product offerings will be tied to the Mother brand.
Design wise, this incorporates the logo/brand name with a descriptive offering.
See examples below:
LEVEL 1
CORPORATE BRAND
LEVEL 2
SUB BRAND
IN PHASES
YOUTH WALK SQUAD TALK

SEC.2
Our
look & feel

Please remember Section 2.1
P-01
Our look refects our true identity—

a vibrant, innovative and diverse
movement devoted to strengthening
community. Our visual system
uses more than words to bring
our cause to life and allows
Think City to communicate who
we are by providing freedom within
a framework.
The following pages show how our brand comes to life
in everyday applications.

Our Logo Section 2.2.1
P-02
Concept
Our brand signature is a representation of The logotype with “gap” concept

with an angular cut between the
who we are. The Think City brand signature letter “T & Y” in the center of the
is a representation of the brand and its word. The resulting shape is like
values. The purpose of these guidelines is to routes in the map that speaks directly
to this concept of “city mapping.”
protect and enhance the brand signature.
The logo projects a bold, active,

contemporary and vibrant personality to
our identity.
The logo maintains the signature Think

City blue and aqua green palette that is
universally synonymous with the brand.
WHO WE ARE WHAT WE DO
The logo must be used as is and cannot
The logotype “Think” The logotype “City” represents who we are.
be modified under any circumstances
represents who we are. And there are eight extended range of colours
without permission. And is always in Think that are versatile enough to showcase the
City Blue. diversity of our organization and the
communities we serve.

P-03
Primary Logo Colour
The logo projects a bold, active, Preferred logo
contemporary and vibrant personality to our

identity.
The logo maintains the signature Think City

blue and aqua green palette that is universally
synonymous with the brand.
The logo must be used as is and can not be

modified under any circumstances without
permission.
Logo with tagline

The Think City logo with tagline must be applied to all
forms of printed materials and in all electronic media.
The Think City logo with tagline

Exceptions to this rule are listed below:
must be applied to all forms of
Do NOT include the tagline on printed materials and in all
• Website - email communications electronic media.
• WAP
Exceptions to this rule are listed
(Wireless Application Protocol)
below:
• Internal stationery
Do NOT include the tagline on
• And if the logo is smaller than
• Website - email communications
20 mm in actual print size
• WAP
(Wireless Application Protocol)
• And if the logo is smaller than
20 mm in actual print size

P/04
Secondary Logo Colour
Bold, active and welcoming, our eight

extended secondary logo colour adds
vibrancy to our identity. When designing,
you can choose from eight different colour
combinations, and each has a colour that
showcases the diversity of our organization
and the communities we serve.

Logo with Content Section 2.2.4
P/05
Overview
The Think CITY logo with contents is part

of the extended range of logos that are
versatile enough to showcases the diversity Contents image
You can select the relevant image
of our organization and the communities
background that best complements
we serve. These examples show how images your communication needs.
can be interpreted and categorized.
Cultural Context
WHEN TO USE
The Think City logo with content only applies to all forms
of electronic media.Exceptions to this rule are listed below.
Do NOT use logo with content on:
• Signage
• Any forms of printed media
Cityscape
Arts Context

Brand Identity Legal Basics Section 2.2.5
P/06
Overview
® TM
Registering a mark gives extra rights and
broadest scope of protection. Although
trademark rights may be established by actual
use, federal registration ultimately secures
more benefits in trademark infringement.
Think City logo is ® registered trademark.
® denotes a registered TM is used to alert the public

trademark, and may only be and does not require filing
used when marks have been federal applications. It means
federally registered. trademark, which is a claim
of owership for goods and
packaging.

Colour Section 2.2.6
P/07
Configurations
The Think City logo should work across all Definitions Logo Colour Version
media. The style you choose will depend on
the environment in which the logo appears.
A. Full colour version
To ensure the expression of the logo is right
(preferred)
for its context, we’ve created a system that
includes solid colour logo, and logo with
content.
On the right you will see some of the colour

B. Black and white
configurations that the Think City logo can version
appear in. However, whenever possible,
the Think City logo should appear in full
corporate colours as this presents the logo
in its most accurate and intended form. So
whether the Think City logo appears on C. Reverse white
packaging, the Web, TV, in print, on screen, version
or on a product, you have near infinite design
flexibility to adapt the logo to its appropriate
design context.
D. Reverse logo on
The Black & White version of the logo should
Think City Blue
be considered as a ‘limited use’ option and
should only be used for specific applications
such as in print ads, foil-stamping and silk-
screening.
E. Reverse logo on
Think City Aqua
Green

Logo Colour Guidelines Section 2.2.7
P/08
Primary Logo Colour
The Think City logo should work across all

media. The style you choose will depend on 100% Black 1–Colour PRINTING
the environment in which the logo appears. Use the 1-colour black version when the colour version
To ensure the expression of the logo is right cannot be used. When applying the logo to media
for its context, we’ve created a system that other than paper or on-screen (e.g. fabric, wood,
includes PANTONE® colour, and an extended metal, glass or leather), the logo may be silkscreened,
palette of solid colours as well as reversed blind embossed, etched, engraved, etc.
logo treatments. So whether the Think City
logo appears on packaging, the Web, TV, in
print, on screen, or on a product, you have PANTONE REFLEX BLUE 2–Colour PRINTING
near infinite design flexibility to adapt the (Preferred gradient marks for print)
logo to its appropriate design context. Use the 2-colour logo when high quality printing is
PANTONE 3262C required or when CMYK printing is unavailable, a
simpliﬁed mark is required for premium items,
silkscreen, etc.
C100 M90 K10 4–Colour PRINTING

(Alternate ﬂat marks for print)
Use the 4-colour version of the logo when only CMYK
C75 K46 printing is available.
R30 G57 B141 DIGITAL MEDIA Colour

#1D388C Use the web colour version of the logo only for all
digital media.
R0 G184 B63
00B8A3

P/09

media. The style you choose will depend on PANTONE REFLEX BLUE R30 G57 B141
the environment in which the logo appears. C100 M90 K10 #1D388C
PANTONE 299C R0 G172 B232
includes PANTONE® colour, and an extended
C83 M7 #00ACE8
palette of solid colours as well as reversed
print, on screen, or on a product, you have PANTONE REFLEX BLUE R30 G57 B141
near infinite design flexibility to adapt the C100 M90 K10 #1D388C
logo to its appropriate design context.
C65 M26 Y100 #6E9842
PANTONE REFLEX BLUE R30 G57 B141

C100 M90 K10 #1D388C

M75 Y100 #F16521

C100 M90 K10 #1D388C
PANTONE RUBINE RED R226 G22 B101

C5 M100 Y40 #E21664

P/10

media. The style you choose will depend on PANTONE REFLEX BLUE R30 G57 B141
the environment in which the logo appears. C100 M90 K10 #1D388C
includes PANTONE® colour, and an extended
C20 M100 Y100 #C9242B
palette of solid colours as well as reversed
print, on screen, or on a product, you have PANTONE REFLEX BLUE R30 G57 B141
near infinite design flexibility to adapt the C100 M90 K10 #1D388C
logo to its appropriate design context.
C35 M100 Y40 K10 #9E1F5E

C100 M90 K10 #1D388C

C10 M75 Y100 #DD6227

C100 M90 K10 #1D388C

C60 M100 #80298F

Clear Space & Sizes Section 2.2.10
P/11
To preserve the integrity and visual impact Minimum clear space

The exclusion zone – the ‘Y’ as shown next to
of the Think City logo, always maintain each diagram is integral to the logo and
adequate clear space around it. The clear should always have its own importance
space around the logo is an integral part of wherever the logo is used.
its design, and ensures the logo can be seen

quickly, uncluttered by other logos, symbols, Y
artwork, or text.
This is measured by the width of the ‘Y’.

These clear margins denote the minimum
clear space that should surround the logo
and must be followed whenever possible.
Logo with tagline

Minimum Sizes Section 2.2.11
P/12
The Think City logo should never be Logo (preferred)

too small. To ensure that the Think City
logo is legible even at smaller sizes, the 26mm width 25mm width
logo will not be reproduced at any size
smaller than 2cm. For all video and on-
screen applications, the logo will not be
reproduced at any size smaller than 100px.
Logo with tagline
35mm width 35mm width
Logo in digital format
100px width 140px width
Minimum size
The minimum size for reproduction is
shown above. Do not reproduce the
brand signature any smaller than the
above sizes to maintain legibility.

Colour Policy Section 2.2.12
P/13
Full Colour Logo (preferred) Black & White Logo

Correct use of colour is vital when reproducing
the Think City brand signature. The logo is
supplied in colour variants to ensure it will have
maximum standout regardless of background,
print process and media used.
The following logo and coloured background

combinations are recommended. Reverse logo version on secondary colour palette
Reverse logo version on secondary colour palette
Reverse logo version on secondary colour palette Reverse logo on dark image
Full colour logo on light background Full colour logo on image

Misuse Section 2.2.13
P/14
Logo usage guidelines
Be wary when using the logo not to alter,

tweak, mutilate, or take any personal creative
freedom that breaks the specific rules set out
in this book. The following are merely a few
examples of practices that would violate the
logo and ultimately the Think City brand.
To ensure a consistent and appropriate brand
identity, a general set of guidelines for logo
usage is outlined as follows.
Do not at any time angle the logo. Do not reproduce the brand signature Do not reproduce the signature on
It always sits on a 0 degree angle. in an outlined version a textured or complex background
that may impair legibility
Do not use full colour logo on black Do not add any effects to the logo, Do not reproduce the logo with content
background including drop shadow, gradients, etc. on busy background that may impair
legibility
Do not alter the colors of the logo Do not rearrange the logotype Do not reproduce the logo with content
except when in accordance to on complex image background that
color rules. may impair legibility

Joint Branding Section 2.2.14
P/15
Logo usage guidelines
When the Think City logo appears with other

logos, such as during events with multiple
sponsors, use the logo without tagline.
Enlarge the logo to its maximum size within
the space allowed.
other logo other logo other logo
Use only the logo without tagline.

other logo other logo
other logo other logo other logo

Corporate Typeface Section 2.3.1
P/17
for Print
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ
Gotham fonts family is our primary typeface.
Choosing from a combination of weights,
you can use Gotham to create a clear and abcdefghijklmnopqrstuvwxyz
consistent visual hierarchy. Done right, your
use of type will draw readers’ attention, lead
GOTHAM BLACK 1234567890
them to the most important information
first, and maintain a sense of clarity, order,
Aa
legibility, and structure throughout your
written communication. ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Think City Corporate typeface Gotham,
abcdefghijklmnopqrstuvwxyz
available in five variations namely Gotham
GOTHAM BOLD
1234567890
Black, Gotham Bold, Gotham Medium,
Aa
Gotham Book and Gotham Light, is the
chosen typeface for Think City for all forms of ABCDEFGHIJKLMNOPQRSTUVWXYZ
corporate communication.
PURCHASING THE FONT

Think City does not own a company-wide
GOTHAM MEDIUM
1234567890
license for Gotham fonts, and international
Aa
copyright law forbids us from sharing the
font both externally. If you are a vendor who ABCDEFGHIJKLMNOPQRSTUVWXYZ
needs to use the Gotham font, a license can
be purchased from: (http://www.typography. abcdefghijklmnopqrstuvwxyz
com/fonts/gotham/overview/). GOTHAM BOOK
1234567890
WHEN TO USE - FOR PRINT
Aa
Use Think City corporate fonts for all Think
City printed communications where possible. ABCDEFGHIJKLMNOPQRSTUVWXYZ
WHEN TO USE - SYSTEM TYPEFACE abcdefghijklmnopqrstuvwxyz
GOTHAM LIGHT
(CALIBRI )
When use of Think City corporate fonts
1234567890
and GOTHAM fonts is not possible, use the
recommended system typeface . The weights
shown for Calibri are approved for use.

System Typeface Section 2.3.2
P/18
for PowerPoint® presentation
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Think City system typeface is Calibri.
Use it only when the Think City Corporate
GOTHAM typefaces are not available. abcdefghijklmnopqrstuvwxyz
WHEN TO USE
Calibri Bold
1234567890
Situations where Think City corporate
fonts GOTHAM is not possible: Microsoft
Aa
PowerPoint, Microsoft Word documents,
Microsoft Excel or HTML content on web
applications. ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calibri Regular
1234567890
NB: Use Calibri for PowerPoint® presentation only.
Due to the variety and hierarchical nature of these types of
information we employ two weights of Calibri. (Bold and
Medium)

Primary Colours Section 2.4.1
P/19
CORPORATE COLOUR PALETTE THINKCITY PRIMARY COLOUR PALLETTE
The Think City’s colours are as important to

us as the logo itself. We have created two
primary colours, Brilliant Blue (PMS Reflex
Blue) and Aqua Green (PMS 3262).
Blue is a gentle colour that invites audience in.

The seriousness of the Reflex Blue represents
strength, a sense of authority and trust.
PANTONE REFLEX WHITE PANTONE 3262C
BLUE C #FFFFFF C75 K46
Our Aqua Green compliments this by bringing
C100 M90 K10 R0 G184 B63
in the notion of nature, of freshness. This R30 G57 B141 00B8A3
pushes the sense of feeling relaxed and calm. #1D388C
While the Reflex Blue has a more serious
tone, the Aqua Green keeps things fresh RATIO OF THE PRIMARY COLOURS – RATIO OF THE PRIMARY COLOURS – RATIO OF THE PRIMARY COLOURS –
and fun! On the right are the breakdowns for BLUE DOMINANT (PREFERRED) AQUA GREEN DOMINANT WHITE DOMINANT
these primary brand colours.
20% 20%
Under no circumstance can the colours be changed 20%
or new colours be added. Secondary colour palettes
are also made available to support the primary
colour palette. 10% 10%
10%
70% 70% 70%
Blue as a colour base Blue as a colour base
Ratio of the primary colours Ratio of the primary colours Ratio of the primary colours
The blue led palette is our most The aqua green led palette provides The white led palette provides a fresh
distinctive colour format. It, in a fresh and premium feeling platform and premium feeling platform upon
conjunction with the white and this upon which to apply the blue version which to apply the blue version of
combination will project our brand in of the logo and text. Both colour the logo and text. Both colour ways
the strongest possible way. ways are a correct starting point for are a correct starting point for any
any communciations piece. communciations piece.

Secondary Colour Section 2.4.2
P/20
The identified secondary colour palette THINK CITY SECONDARY COLOUR PALLETTE NEAUTRAL COLOUR
denotes vibrance and dynamism while at the
same time appearing contemporary. Under
no circumstance can the colours be changed
or new colours be added. Secondary colour AIRY FRESH CREATIVITY LOVE
palettes are also made available to support
the primary colour palette.
Our secondary colours play up the fun factor.

They are each paired with the Reflex Blue.
PANTONE 299C PANTONE 370C PANTONE 172C PANTONE RUBINE RED PANTONE COOL GRAY 11
Our Nature Green (PMS 370) is at once soft
C83 M7 C65 M26 Y100 M75 Y100 C5 M100 Y40 K70
and energetic.
R0 G172 B232 R111 G153 B67 R242 G101 B34 R226 G22 B101 R35 G31 B32
Orange (PMS 172), a colour that sparks #00ACE8 #6E9842 #F16521 #E21664 #555559
creativity and happiness.
Our Rubine Red (PMS RUBINE RED) is full

of love.
Our Fiery Red(PMS 200), is passionate.

PASSIONATE extravagance ADVENTUROUS WISDOM
Our Purplish Red (PMS 228), which is our
magical colours.
We also have our Terracotta (PMS 167),

which is comforting and earthy.
PANTONE 200C PANTONE 228C PANTONE 167C PANTONE 526C
We also have our Purple (PMS 526), which is
C20 M100 Y100 C35 M100 Y40 K10 C10 M75 Y100 C60 M100
the colour of wisdom.
R201 G37 B44 R158 G32 B94 R222 G99 B40 R129 G41 B144
We offer ONE neutral colour to the brand, our #C9242B #9E1F5E #DD6227 #80298F
Grey (PMS COOL GREY 11).
All of our colours speak to the integrity of the

brand’s fun yet inviting nature.

Imagery Section 2.5
P/21
Dramatic photography moves and influences

DETAIL IMAGERY
people.
• Able to carry the details
It is a powerful tool in building and
developing our brand. Still or motion, Think
City imagery should depict real people in
real situations in real environments. Never
contrived, trite, or clichéd, Think City imagery
embodies a photojournalistic eye to capture
pure moments in the lives of people, and their
interactions with one another.
PLEASE REMEMBER:
PEOPLE IMAGERY
4 Images should always have clarity,
• Able to carry the story
captures precious
look natural and be realistic
moments of warm,
4 Images should convey brand real human interaction.
personality, emotion and diversity
4 Images should where possible

emphasise people and activities,
rather than only showing object
and building
PROJECT IMAGERY
• Broad view
of a non-detailed
environment
• To show the actual
property
• Never over promise.

Supergraphic Section 2.6.1
P/22
THINK CITY SUPPORTING ELEMENTS
To fully create the Think City identity, the

brand uses these mosaic graphic. This is to
illustrate this multi-faceted nature of the
projects and people we serve, and it has been
created for use on communication pieces.
Along with the colour and typography, the

mosaic graphic is a key graphic component
used to form a unique, contemporary and
vibrant brand.
Always use the approved electronic identity artwork

for reproduction.

P/23
Cropping and usage
THINK CITY SUPPORTING ELEMENTS
The supergraphic pattern is synonymous with

Think City the brand. Standard croppings of
the mosaic graphic have been developed to
ensure a consistent look and feel across all
applications.
Always use the approved electronic identity

artwork for reproduction.
Cropped horizontally Cropped horizontally and repeat the supergraphic as needed
THE BRAND BAND
Repeat as many as you

wish to the length that
is needed

P/24
Unacceptable usage
Only horizontal crops of the mosaic graphic THE BRAND BAND

are allowed — across all applications. Never
apply the mosaic graphic vertically under any
circumstances. The examples on the right
Never apply the Brand Band
show some unacceptable crops of the mosaic vertically
graphic.
Never cropped or applied vertically

SEC.3
Application

Please remember Section 3.1
P-01
How do you apply these brand

elements in the Think City
communications?
• Know your audience.
• Stay flexible.
• Be inspired.
The following examples demonstrate the flexibility
of how the Think City Brand Identity System can
accommodate dramatic shifts in tone, while still
maintaining the brand consistency.

Letterhead Section 3.2
P/02
15
One of the most important corporate stationery
15
items is the letterhead. The design is simple yet
stylish, open and free of clutter.
60
The size of the letterhead is A4 210mm (W) x
297mm (H). Placement of design elements and
text must follow the rules shown here. The Calibri Mr. John Doe
typeface is to be used for document and web-based No. 123 Consul Tritani,
Maiestatis, Vis Populo Ocurreret,
communication. Allocate 2 single line spaces after 56000 Bonorum Erroribus.
40
RE: NOLUISSE PATRIOQUE ID
the date and address blocks and 3 single line spaces
after the last paragraph. Ad consul tritani mel, qui noluisse patrioque id. Eum ne inermis singulis, quot
Specifications
euismod praesent sea an. Vel cu populo graeco torquatos, sit convenire
Folding line vulputate ea, ex eam sale oportere. Eum no libris constituto. Bonorum erroribus
indicator
definitiones at vel. Size A4 (297 x 210 mm)
Alterum ancillae cotidieque ne sit, mutat menandri quaestio te mei. Porro
graece doming ei qui. Dicat vitae ei vis, nisl dicunt sed eu. In sanctus epicurei
suscipiantur vel. Body copy
Ad pri detraxit inimicus repudiandae. Congue conceptam id nec. Simul
accusam eum ad, ad eos rebum vocent gubergren. Dolor soluta discere ne ius,
Calibri regular 9pt
no cum labitur similique maiestatis, vis populo ocurreret ea. Quem eruditi
ocurreret in mea, qui ei vulputate consectetuer. Single line spacing
Graece molestiae et eos, tamquam copiosae cum ne. Cum in erant voluptatum,
mea no rebum mandamus. Sit praesent consequuntur an, pro eu autem eligendi
mnesarchum. Est ex vitae scaevola consulatu, ne est oratio oporteat. Ne eam
nobis accusam scaevola, et eos gloriatur mediocritatem. Per in audire ceteros, All measurements are in
at altera labitur albucius vim.
millimetres.
Ut mei natum ipsum quodsi, vim et habeo dignissim. Per stet senserit et. Ut
munere legere audire vis, vivendum suavitate ne sea. Cibo sonet tibique per ei,
audiam pericula ex vel, diceret mnesarchum ea has.
Choro utamur minimum an cum. Utinam civibus intellegebat ne per. Iuvaret

ancillae per ne. Discere qualisque conceptam nam cu, no nullam viderer
omittam sea.
Graece molestiae et eos, tamquam copiosae cum ne. Cum in erant voluptatum,
mea no rebum mandamus. Sit praesent consequuntur an, pro eu autem eligendi
mnesarchum. Est ex vitae scaevola consulatu, ne est oratio oporteat. Ne eam
nobis accusam scaevola, et eos gloriatur mediocritatem. Per in audire ceteros,
at altera labitur albucius vim.
Think City Sdn Bhd 869941-P Level 27, Mercu UEM, Jalan Stesen Sentral 5, Kuala Lumpur Sentral
50470 Kuala Lumpur, Malaysia t +603 2260 1096 f +603 2260 1081 thinkcity.com.my
8
15

Business Card Section 3.3.1
P/03
Overview
These are the standard business cards set. CORPORATE COLOUR RANGE
It consists of nine variants in selected
corporate colours and secondary colours.
The nine variant backgrounds have been
designed to add vibrancy,
Staff are required to choose any colour of

their preference.
SECONDARY COLOUR RANGE

Business Card Section 3.3.2
P/04
Overview
6 42 6 4 16 4
The standard set of business cards consists Specifications
4
of one front and nine background variants John Doe Size 54mm (w) x 90 mm (h)
in selected corporate colours. The set Program Director NAME
13
Gotham Bold 8pt on 10pt leading
is designed to promote vibrancy with
DESIGNATION
abundance of choices. It is strongly advised
34
Think City Sdn Bhd Gotham Book 7pt on 9pt leading
that a full set is produced for every Think City Level 27, Mercu UEM COMPANY NAME
staff member. Jalan Stesen Sentral 5 Gotham Bold 8pt
Kuala Lumpur Sentral ADDRESS AND CONTACT
50470 Kuala Lumpur Gotham Book 8pt on 10pt leading
Malaysia COMPANY REGISTERED NUMBER
Gotham Book 4pt
869941-P
URL
All business cards should be reproduced according T + 603 2260 1095 Gotham Bold 8pt
to the design guidelines specified on this page and F + 603 2260 1081 SOCIAL MEDIA
following pages. A simple grid forms the basis of M + 6019 300 800 Gotham Book 8pt
the design and is used to determine the precise E john.doe@
positioning of the typographical elements. Under thinkcity.com.my
no circumstances should the relationships between
elements be changed.
All measurements are in millimetres.
thinkcity.com.my
FB Think City IG mythinkcity
4
Front

Envelope Section 3.4.1
P/05
DL Size
10 49 55
The Think City corporate envelope comes in Specifications
10
2 sizes: DL, and C4. Artwork for all sizes is Ready made DL size Envelope
available. Size 110mm (w) x 220 mm (h)
DL
110 x 220mm COMPANY NAME
Gotham Bold 8pt
All envelope should be reproduced according to ADDRESS AND CONTACT

Gotham Book 8pt on 10pt leading
the design guidelines specified on this page and
COMPANY REGISTERED NUMBER
following pages. A simple grid forms the basis of
the design and is used to determine the precise A4 Think City Sdn Bhd 869941-P
Level 27, Mercu UEM, Jalan Stesen Sentral 5, Kuala Lumpur Sentral thinkcity.com.my
Gotham Book 4pt
URL
positioning of the typographical elements. Under (Folded Tw ice) 50470 Kuala Lumpur, Malaysia T +603 2260 1095 F +603 2260 1081 FB Think City IG mythinkcity
Gotham Bold 8pt

no circumstances should the relationships between
Front SOCIAL MEDIA
elements be changed. Custom DL size envelopes Gotham Book 8pt
hold an A4 sheet folded
All measurements are in millimetres. twice into 3 parts. This is
the most common
envelope size; with most
offices using this size to
mail out respective
documents.
Back

Envelope Section 3.4.2
P/06
C4 Size
10 64 40
The Think City corporate envelope comes in Specifications
10
2 sizes: DL, and C4. Artwork for all sizes is Ready made DL size Envelope
available. C4 Size 229mm (w) x 324 mm (h)

324 x 229mm
COMPANY NAME
Gotham Bold 8pt
ADDRESS AND CONTACT
All envelope should be reproduced according to Gotham Book 8pt on 10pt leading
the design guidelines specified on this page and A4 COMPANY REGISTERED NUMBER
following pages. A simple grid forms the basis of (Not Folded)
Gotham Book 4pt
the design and is used to determine the precise URL
positioning of the typographical elements. Under Gotham Bold 8pt
no circumstances should the relationships between C4 envelopes hold an A4 sheet SOCIAL MEDIA
elements be changed. unfolded. C4 envelops are just slighly Gotham Book 8pt
bigger than an A4 piece of paper or
All measurements are in millimetres. stationery, enabling them to carry Think City Sdn Bhd 869941-P
Level 27, Mercu UEM, Jalan Stesen Sentral 5, Kuala Lumpur Sentral thinkcity.com.my
various types of print collaterals. 50470 Kuala Lumpur, Malaysia T +603 2260 1095 F +603 2260 1081 FB Think City IG mythinkcity
Front
Back

Access Card Section 3.5
P/07
& Lanyard
The standard staff ID tag in mosaic graphics Specifications

without logo is for security purpose. It is Size 54mm (w) x 85 mm (h)
important to note that all staff should wear

this at all times in the work place.
Under no circumstances should the relationships

between elements be changed.
Specifications
Front Size 15mm (w) x 430 mm (length)
20 30 20
REJUVENATING THE CITY TOGETHER Back

Corporate Folder Section 3.6
P/08
The illustrations in this page demonstrate the Specifications

standard design for presentation folders. Size 215 mm (w) x 315 mm (h) Closed Size

thinkcity.com.my FB Think City IG mythinkcity

Notebook Section 3.7
P/09
The illustrations in this page demonstrate the COVER

standard design for notebook.
Spot UV logo on cover gives an exclusive and

classy look.

PANTONE 3262 C PANTONE 299 C PANTONE 172 C PANTONE RUBINE RED C
BACK COVER INSIDE FRONT/BACK COVER

Specifications
Size: 150 mm (w) x 210 mm (h) Closed Size
Cover: 360gsm 1 side coated art card
Printing: 1 C
Special Effect: Spot UV Logo
Text: Blank, 100gsm simili white
PANTONE REFLEX BLUE C PANTONE COOL GREY 11C

Polo Shirt Section 3.8
P/10
This is a formal dressing for Think City Front Logo (Embroidery) Back tagline (Embroidery)
staffs and should be used during official Size: 16cm (W) X 0.62cm(H) Size: 7.5cm (W) X 1.42cm(H)
functions, receiving of dignitaries, and

opening ceremonies.
Sleeve Logo (Embroidery)

Size: 16cm (W) X 0.62cm(H)
Specifications Specifications
Material: Knit white polo shirt with white collar. Tagline Colour:
Signature: Embroider the two colour logo in
PANTONE 3262 C
left front and tagline at the back.
Logo Colour:
PANTONE REFLEX BLUE C
PANTONE 3262 C

T-Shirt Section 3.9
P/11
This casual T-shirt should be used during

community work, gathering and other Sleeve Logo (Silk Screen) Front Logo (Silk Screen) Logo with tagline (Silk Screen)
Size: 7.5cm (W) X 1.4cm(H) Size: 8.5cm (W) X 1.6cm(H) Size: 10cm (W) X 2.8cm(H)
informal functions.
Mosaic Graphic (Silk Screen)

Size: 27cm (W) X 29cm(H)
Material: White super cotton Logo Colour:
Printing: Silk Screen
Mosaic Graphic Colour:
PANTONE 3262 C
PANTONE 2728 C
PANTONE 3262 C
PANTONE 3282C

Eco Bag Section 3.10.1
P/12
Small
The eco bags are designed with Think City

logo and mosaic supergraphic.
Marketing collateral, education materials and

souvenirs should be placed in these bags
before given to recipients.
thinkcity.com.my
thinkcity.com.my
Material: High Quality PP, Non Woven
Size: 270mm X 340mm (H)
Logo & Side Panel Colour: PANTONE REFLEX BLUE C
PANTONE REFLEX BLUE C PANTONE 2728 C
PANTONE 3262 C PANTONE 3262 C
PANTONE 3282C
Side Panel Colour:
PANTONE 3262 C

Eco Bag Section 3.10.2
P/13
Large
Specifications
Size: 340mm X 340mm (H)
Logo & Side Panel Colour:
thinkcity.com.my
PANTONE 3262 C
Specifications
thinkcity.com.my
PANTONE 2728 C
PANTONE 3262 C
PANTONE 3282C
Side Panel Colour:
PANTONE 3262 C

Email Signoff Section 3.11.1
P/14
Internal
Email sign-off is a good practice to 1 Dear (Name),

compose and sign off emails in a consistent
way. It portraits a professional image. Every
email should contactin the correct Think
Aliquam nisl lorem, gravida id ornare commodo, mollis non dui. Duis mattis
City sign-off and individual’s details, in the tincidunt erat, velom vehicula massa aliquam quis. Praesent vestibulum ante ut
same order, as shown on the right. mauris aliquet id porta ligula rutrum. Etiam pharetra pulvinar urna, mollis placerat
risus commodo in. Sed facilisis enim ac risus semper dapibus. Cras vulputate
suscipit risus sed imperdiet. Mauris ultrices, risus et iaculis dictum, velit lectus
Body copy vestibulum lectus, vel tincidunt arcu ipsum sed orci.
Set in Arial Narrow Regular 10pt,
colour black.
Name and Title Your sincerely,

One line space between end of letter and
2 John Doe
name. Set in Arial Regular 9pt, title case,
Program Director
flushed left, colour 100% black.
Logo (Embeded Image) 3
1 Dear (Name),
Aliquam nisl lorem, gravida id ornare commodo, mollis non dui. Duis mattis
tincidunt erat, velom vehicula massa aliquam quis. Praesent vestibulum ante ut
mauris aliquet id porta ligula rutrum. Etiam pharetra pulvinar urna, mollis placerat
vestibulum lectus, vel tincidunt arcu ipsum sed orci.
53 Think City Brand Identity Guidelines Yours sincerely,

2 John Doe
2 John Doe
Program Director
Email Signoff Section 3.11.2

P/15
External
Email sign-off is a good practice to compose

1 Dear (Name),
and sign off emails in a consistent way. It
portraits a professional image. Despite its
convenient nature, content should be written Aliquam nisl lorem, gravida id ornare commodo, mollis non dui. Duis mattis
to a high standard of grammar, succinct and tincidunt erat, velom vehicula massa aliquam quis. Praesent vestibulum ante ut
non-contentious. Every email must contain
mauris aliquet id porta ligula rutrum. Etiam pharetra pulvinar urna, mollis placerat
the correct Think City sign-off.
vestibulum lectus, vel tincidunt arcu ipsum sed orci.
Body copy
Set in Arial Narrow Regular 10pt,
colour black.
Yours sincerely,
2 John Doe
Name and Title Program Director
One line space between end of letter and
name. Set in Arial Regular 9pt, title case,
flushed left, colour 100% black. 3 Think City Sdn Bhd
Level 27, Mercu UEM
Company Name Jalan Stesen Sentral 5
Kuala Lumpur Sentral
Set in Arial Bold 9pt, title case,
50470 Kuala Lumpur
flushed left, colour 100% black. Malaysia
Address & Telephone 869941-P
One line space between end of title and T + 603 2260 1095
contact details. Set in Arial Regular F + 603 2260 1081
all caps, flushed left, colour 100% black.
4 thinkcity.com.my
FB Think City IG mythinkcity
URL & Social Media address
Set in Arial Bold 9pt, title case,
5
flushed left, colour 100% black.
Logo (Embeded Image)

PowerPoint® Section 3.12
P/17
Slides
PowerPoint® is one of our most visible

communications tools. Slides presentation
play an important role in highlighting our
corporate brand image and reputation for
quality, whether used for external audiences
or internal presentations. While it may be
tempting to use another template that suits
your personal tastes, doing so weakens our
brand and undermines your credibility as a Cover Slide Divider Slide Full Bleed Image Divider Slide Multi Image Slide
representative of Think City.
A template for use in Microsoft Powerpoint® with

the correct margins and style sheets is available in
soft copy.
All presentations should begin with an opening

slide. The correct Think City corporate logo is
already embedded in the master slide template and Two Column Text Slide Three Column Text Slide Three Column Text Slide Multi Image Slide
should never be replaced.
Two Column Opening Slide Diagram Slide Chart Slide Table Slide

Think City Brand Band Section 3.13.1
P/18
Sizes
The Brand Band is designed to accommodate

portrait and landscape formats from A6 to
A6
billboard sizes and beyond. The band height A5
always remains at 4% of the format height,
A4
whether portrait or landscape. For sizes
below A6, care must be taken so that the Vertical format A3
Think City logotype is not reduced below its
minimum permitted size and remains legible.
Please refer to the Basic elements section of
these guidelines for more information.
Brand
Band thinkcity.com.my FB Think City IG mythinkcity
height 11%

The Brand Band Section 3.13.2
P/19
Construction-Vertical

portrait and landscape formats from A6 to A3 1
billboard sizes and beyond. The band height

always remains at 1/13 of the portrait format
height. 2
These include leaflets, brochure covers,

posters, banners or advertisements. 3
A standard size has been devised as a starting

point for your designs.
4
This way, you can ensure the height and

height of the Brand Band is always in the 5
same harmonious proportion to the width.
10
11
12
thinkcity.com.my FB Think City IG mythinkcity 13 1/13 height
Logo 1/26 height

The Brand Band Section 3.13.3
P/20
Construction-Horizontal

portrait and landscape formats from A6 to
A3 1
billboard sizes and beyond. The band height

always remains a 1/9 of the horizontal format
height. 2
These include leaflets, brochure covers,

posters, banners or advertisements.
3
A standard size has been devised as a starting
point for your designs.
This way, you can ensure the height and 4
height of the Brand Band is always in the

same harmonious proportion to the width.
5
9 Brand Band
1/9 height
Logo 1/18 height

Think City Brand Band Section 3.13.4
P/21
Position of the Brand Band
A3 1
A3 1 1
Brand Band
1/13 height
2 2 2
3 3 3
4 4 4
5 5 5
6 6 6
7 7 7
8 8 8
Brand Band
9 thinkcity.com.my FB Think City IG mythinkcity 9 9
1/13 height
10 10 10
11 11 11
12 12 12
Brand Band
thinkcity.com.my FB Think City IG mythinkcity 13 1/13 height 13 13

Bunting Section 3.14
P/22
These are standard buntings. They consist Brand Mark Buntings Brand with image
of two types. One is on Think City brand

The distance from
mark bunting and the other is on image the edge is 1 x “Y”.
with Think City logo. 30” 30”
LOREM
Specifications
IPSUM
DOLOR SIT
Size 30”(w) X 78” (h)
AMET
ADIPISCING LOREM
LOELIT. IPSUM
OCTOBER 2016 DOLOR SIT
AMET
Image area ADIPISCING
LOELIT.
78”
78”
OCTOBER 2016
The brand mark

is centered
horizontally.
The brand mark is centralised

with distance from
the edge is 1 x“Y”.

Banner Section 3.15
P/23
This banner design can be applied to various Brand Mark Banner on Reflex Blue background
sizes and media, with the condition of keeping The brand mark is centralised
the distance ‘Y’ in place. with distance from
the edge is 1 x“Y”.
Brand Mark Banner on Aqua Green background

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TC Brand Guidelines

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1ST EDITION 2015

2 Think City Brand Identity Guidelines

These brand guidelines were created to provide

3 Think City Brand Identity Guidelines

Sec.1 I Brand Strategy Sec.2 I Our Look & Feel

2.0.10 Logo with Content-

2.0.11 Logo with Content-

2.0.12 Colour Configurations P-12

2.0.13 Clear Space & Sizes P-13

2.0.14 Minimum Sizes P-14

2.0.15 Colour Policy P-15

2.0.14 Please Do P-14

2.0.15 Please Don’t P-15

2.0.16 Joint Branding P-16

4 Think City Brand Identity Guidelines

3.5.1 Backdrop (a. 8ft x 16ft,

3.5.1 Poster - 20”(w) x 30”(h) 3.6.12 Presentation

3.2.2 Master Print Layout 3.7.1 Email Sign-off

6 Think City Brand Identity Guidelines

Introducing, implementing, and adapting best practices that are

Sharing knowledge to foster sustainability and liveability.

Fostering partnerships for impactful social, cultural,

Encouraging a culture of openness and learning that constantly

7 Think City Brand Identity Guidelines

The ability to connect and be relevant is the core of our success.

We build strong connections with our touch points; one that is

8 Think City Brand Identity Guidelines

BE Do more with less. BE Practice active listening.

9 Think City Brand Identity Guidelines

RESPECTFUL Of the people and communities, INCLUSIVE Engage everyone involved--whether

CREATIVE Look at things from fresh and

INNOVATIVE Seek new ways to improve

10 Think City Brand Identity Guidelines

11 Think City Brand Identity Guidelines

We always speak in a voice that is

We reflect real life conversations

12 Think City Brand Identity Guidelines

REJUVENATING THE CITY TOGETHER

At Think City we are a catalyst of change

13 Think City Brand Identity Guidelines

Think City’s Brand Architecture is Monolithic.

YOUTH WALK SQUAD TALK

14 Think City Brand Identity Guidelines

15 Think City Brand Identity Guidelines

Our look refects our true identity—

16 Think City Brand Identity Guidelines

Our brand signature is a representation of The logotype with “gap” concept

The logo projects a bold, active,

The logo maintains the signature Think

17 Think City Brand Identity Guidelines

The logo projects a bold, active, Preferred logo

contemporary and vibrant personality to our

The logo maintains the signature Think City

The logo must be used as is and can not be

Logo with tagline

The Think City logo with tagline

18 Think City Brand Identity Guidelines

Bold, active and welcoming, our eight

19 Think City Brand Identity Guidelines

The Think CITY logo with contents is part

20 Think City Brand Identity Guidelines

Think City logo is ® registered trademark.

® denotes a registered TM is used to alert the public