Corporate IdentIty

Guidelines & desiGns

1

Guidelines and design
desIgned by: g’brand’s CreatIve team

brand corporate identity

G’brand-a member of

What’s

C o r p o r at e / B r a n d i d e n t i t y

03

Brand identity

Ideals

05

Why

invest in Brand identity?

04

meanIng Case-studIes

13

tvad (vtv) foreIgn trade hafIC unIversIty (ftu) (handICo fInanCe) geleX Corp.

19 25 28

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vIet CapItal bank

contents

Table of

Corporate IdentIty

Guidelines & desiGns

03

CORPORATE/BRAND IDENTITY
The BRAnD Is The nuCleus Of sAles AnD mARkeTIng ACTIvITIes WhICh ResulTs In InCReAseD AWAReness AnD lOYAlTY When mAnAgeD sTRATegICAllY

WHAT’S

Corporate/Brand Identity is the face you put forward, usually in print, in website, in the form of logos, business cards, letterheads, and other materials. Also it is the visual representation of an organization, including its logo, design, typefaces and colours, as well as its philosophy. What is a brand? Brand is the promise, the big idea, the reputation and expectations that reside in each customer’s mind about the product and/or the company. It is a powerful yet intangible asset. Brand is about making an emotional connection. People fall in love with brands. They trust them, develop strong loyalty, buy them, and believe in their superiority.The brand is shorthand: it stands for something and demonstrates it every day. Branding used to be the exclusive purview of big consumer products and institutions. What is brand identity? While brands speak to the mind and the heart, brand identity is tangible and appeals to the senses. Brand identity is the visual and verbal expression of a brand. Identity supports, expresses, communicates, synthesizes, and visualizes the brand. It is the shortest, fastest, most ubiquitous form of communication available. You can see it, touch it, hold it,

hear it, watch it move. It begins with a brand name and a brand mark and builds exponentially into a matrix of tool sand communications. On applications from business cards to websites, from advertising campaigns to fleets of planes and signage, brand identity increases awareness and builds businesses. The need for effective brand identity cuts across public and private sectors, from new companies to merged organizations to businesses that need to reposition or repackage themselves. The best brand identity systems are memorable, differentiated, meaningful, authentic, sustainable, and flexible, and valuable. Recognition becomes immediate across cultures and customs. Brand identity is a tool that is powerful and ubiquitous. Brand identity is an asset that needs to be managed, nourished, invested in, and leveraged. Done well, it is the consistent reminder of the meaning of the brand.

The mark is at the pinnacle of a branding pyramid. professional image that positions it for success. one Firm one brand . recognition fuels comfort and loyalty and sets the stage for a sale. An identity helps manage the perception of a company and differentiates it from its competitors. Design does make a difference. when the customer sees it. from the interface of a website to the design of a product to the clarity of a PowerPoint presentation. A new product design or a better environment can delight a customer and create loyalty. Compelling reasons to invest in brand identity make it easy for the customer to buy The customer could be anyone from a person buying software on the Internet to a family buying its first home in the suburbs. any size. Compelling brand identity presents any company. A stellar identity demonstrates rather than declares a unique point of view.Corporate IdentIty Guidelines & desiGns 04 WHy INVEST IN BRAND IDENTITY? Why invest in brand identity? The best identity programs embody and advance the company’s brand by supporting the desired perceptions. distinc- tive. anywhere with an immediately recognizable. The identity encompasses every tangible expression of the brand and becomes intrinsic to a company’s culture-a constant reminder of its core values and its heritage. An effective identity encompasses elements such as a name that is easy to remember or a package design that wants to be owned. A smart system conveys respect for the customer and makes it easy to understand features and benefits. from a business manager responsible for hiring a new accounting firm to an urban developer looking for an architect.

Provide a clear and consistent image of the company ideals . strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths. make it easy For the sales ForCe to sell Whether it’s the CeO of a global conglomerate communicating a new vision to the board. Their future success is dependent on building public awareness. is considered to be one of the most valuable company assets.Be immediately recognizable . working on a merger. BRAnDs ARe CReATeD In The mInD. A brand.Communicate the company’s personnel . which in turn helps make a company more successful. or creating a retail presence. By making intelligence visible. make it easy to build brand equity The goal of all public companies is to increase shareholder value. a first-time entrepreneur pitching to venture capital firms.Be bold. nonprofit organizations. The coherence of communications across various media. are constantly selling as well. They are building brand equity. whether fund-raising or soliciting new volunteers. or a company’s reputation. and appropriate .from an advertising campaign to a business card to a sales presentation-sends a strong signal to the customer about the laser like focus of a company. A strong brand identity will help build brand equity through increased recognition. repositioning a brand. brand identity ideals Regardless of the size of a company or the nature of a business. memorable. or a financial advisor creating a need for investment products. an eFFeCtive brand identity Will: . preserving their reputations.have enduring value . creating a new product or service. small companies and non-profit organizations also need to build brand equity. managers who seize every opportunity to communicate their company’s brand value and what the brand stands for sleep better at night. and upholding their value. effective identity seeks to clearly communicate a company’s unique value proposition.Work well across media and scales . They hold true whether the brand identity project is about launching an entrepreneurial venture. everyone is selling. awareness and customer loyalty.Corporate IdentIty Guidelines & desiGns 05 BRAND IDENTITYIDEALS PRODuCTs ARe CReATeD In The fACTORY.Be legally protectable . there are certain ideals that characterize the best brand identities.

“Jack“ reminds us that our wireless needs come from our desire to communicate and express ourselves. a word. . was an appropriate and meaningful symbol for a company that marketed running shoes. A mark with relevant and aspirational meaning fosters employees pride. Cingular’s brandmark. high performance. and excellence. an abstraction of awe. It’s the DnA of brand identity. a voice that stands apart. The “just do it” campaign communicated such a strong point of view to the target market that the meaning of the symbol evolved into a battle cry and way of life for an entire generation. designed by CarolynDavidson. The mark has come to be synonymous with luxury. a defined set of values. understanding what a mark represents accelerates recognition. nicknamed “Jack.The logo. nike was the goddess of victory. The mercedes-Benz brandmark was originally designed to represent vehicles on land. meaning inspires the creative process because it is an idea that is conveyed through a symbol. and six years later it was set in a circle. the mark was registered as a three-point star. at sea. where form is imbued with rationale and assigned deeper meaning.Corporate IdentIty Guidelines & desiGns 06 Meaning The best brands stand for something-a big idea. In 1909. a strategic position. or an action. and in the air.” stands for the pinnacle of individuality and freedom of human expression. It purports to help wireless users“make their mark” and adds a touch of humanity to an industry characterized by technological innovations and rate wars.

Case-studies .

vIeT CAPITAl BAnk Blue Cmyk C: 100. 4-colour process. g: 55. and Web-screen values have been provided. Y: 100. g: 22. k: 20 rgb R: 196. B: 123 Cmyk C: 0. m: 100. Pantone. m: 80. B: 28 .Corporate IdentIty Guidelines & desiGns 8 08 VIET CAPITAL BANK CORPORATE BRAND IDENTITY “a logo is the point oF entry to the brand. k: 30 vIeT CAPITAl BAnk ReD rgb R: 0. Y: 0.” Brand colours communicate both brand positioning and brand personality. To ensure accurate and consistent colour representation across all media.

Corporate IdentIty Guidelines & desiGns 09 VIET CAPITAL BANK CORPORATE IDENTITy faces .

Although the business card is small in size. don’t overlook the merits of a simple two inch by three and a half inch piece of paper. it is very important to have the right information on your business card. it can have a major impact on the impression you give to those you meet. . Due to its small size and first impression type of impact. When you are looking for ways to promote a better image for your business or yourself in your chosen profession.Corporate IdentIty Guidelines & desiGns 10 VIET CAPITAL BANK BUSINESS CARDS business Cards are important.

Corporate IdentIty Guidelines & desiGns 11 VIET CAPITAL BANK STATIONARY .

Corporate IdentIty Guidelines & desiGns 12 VIET CAPITAL BANK ATM & SIGNBOARDS .

Corporate IdentIty Guidelines & desiGns 13 FOREIGN TRADE UNIVERSITY (FTU) BRAND IDENTITY “a logo is the point oF entry to the brand.” Brand colours communicate both brand positioning and brand personality. and Web-screen values have been provided. 4-colour process. To ensure accurate and consistent colour representation across all media. Pantone. .

Corporate IdentIty Guidelines & desiGns 14 FOREIGN TRADE UNIVERSITY (FTU) BRAND colours .

the logo. e.g. . colours and basic design concept.Corporate IdentIty Guidelines & desiGns 15 FOREIGN TRADE UNIVERSITY (FTU) UNIVERSITY IDENTITY TYPEFACES Corporate typeFaCes Typography plays a major role in the identity system of foreign Trade university. will establish a characteristic style for the university. The consistent and coordinated use of typefaces. together with other visual elements. symbol.

it can have a major impact on the impression you give those you meet.Corporate IdentIty Guidelines & desiGns 16 FOREIGN TRADE UNIVERSITY (FTU) Namecard When you are looking for ways to promote a better image for your business or yourself in your chosen profession. it is very important to have the right information on your business card. Although the business card is small in size. don’t overlook the merits of a simple two inch by three and a half inch piece of paper. . Due to its small size and first impression type of impact.

Corporate IdentIty Guidelines & desiGns 17 FOREIGN TRADE UNIVERSITY (FTU) SIGNBOARDS .

Corporate IdentIty Guidelines & desiGns 18 FOREIGN TRADE UNIVERSITY (FTU) POWERPOINT PRESENTATION .

4-colour process. To ensure accurate and consistent colour representation across all media.Corporate IdentIty Guidelines & desiGns 19 TV (VTV) Ad CORPORATe BRAND IDENTITY “a logo is the point oF entry to the brand.” Brand colours communicate both brand positioning and brand personality. . and Web-screen values have been provided. Pantone.

g: 149. B: 152 . m: 0. primary Colours Cmyk C: 0. Y: 100. and Web-screen values have been provided. g: 166. k: 0 rgb R: 250. tints sample Pantone tints percentage breakdown. 4-colour process.Corporate IdentIty Guidelines & desiGns 20 TV (VTV) Ad CORPORATe BRAND COLOURS Corporate Colours Brand colours communicate both brand positioning and brand personality. m: 40. B: 26 primary Colours Cmyk C: 0. Y: 0. k: 50 rgb R: 147. Pantone. To ensure accurate and consistent colour representation across all media.

Corporate IdentIty Guidelines & desiGns 21 TV (VTV) Ad CORPORATE IDENTITy faces .

Although the business card is small in size. don’t overlook the merits of a simple two inch by three and a half inch piece of paper. When you are looking for ways to promote a better image for your business or yourself in your chosen profession. it can have a major impact on the impression you give those you meet. . Due to its small size and first impression type of impact. it is very important to have the right information on your business card.Corporate IdentIty Guidelines & desiGns 22 TV (VTV) Ad BUSINESS CARDS business Cards are important.

Corporate IdentIty Guidelines & desiGns 23 TV (VTV) Ad letter head .

Corporate IdentIty Guidelines & desiGns 24 TV (VTV) Ad STATIONARY .

k: 0 rgb R: 0. B: 32 Cmyk C: 100. Pantone. g: 25.” Brand colours communicate both brand positioning and brand personality. m: 100. Y: 20. m: 70. and Web-screen values have been provided. To ensure accurate and consistent colour representation across all media. Y: 100. 4-colour process.Corporate IdentIty Guidelines & desiGns 25 HAFIC (HANDICO FINANCE) CORPORATE BRAND IDENTITY “a logo is the point oF entry to the brand. g: 91. B: 148 . k: 10 rgb R: 215. Cmyk C: 0.

don’t overlook the merits of a simple two inch by three and a half inch piece of paper. Due to its small size and first impression type of impact.Corporate IdentIty Guidelines & desiGns 26 HAFIC (HANDICO FINANCE) BUSINESS CARDS When you are looking for ways to promote a better image for your business or yourself in your chosen profession. . it is very important to have the right information on your business card. it can have a major impact on the impression you give those you meet. Although the business card is small in size.

Corporate IdentIty Guidelines & desiGns 27 HAFIC (HANDICO FINANCE) STATIONARY .

Y: 80. Pantone. m: 0.” Brand colours communicate both brand positioning and brand personality. k: 30 rgb R: 188. m: 100. CORPORATE BRAND IDENTITY “a logo is the point oF entry to the brand. 4-colour process. To ensure accurate and consistent colour representation across all media. B: 92 . Cmyk C: 0. g: 189. Y: 0. B: 59 Cmyk C: 0. k: 0 rgb R: 237.Corporate IdentIty Guidelines & desiGns 28 GELEX CORP. and Web-screen values have been provided. g: 26.

Although the business card is small in size. Due to its small size and first impression type of impact.Corporate IdentIty Guidelines & desiGns 29 GELEX CORP. it can have a major impact on the impression you give those you meet. it is very important to have the right information on your business card. . BUSINESS CARDS When you are looking for ways to promote a better image for your business or yourself in your chosen profession. don’t overlook the merits of a simple two inch by three and a half inch piece of paper.

STATIONARY .Corporate IdentIty Guidelines & desiGns 30 GELEX CORP.

Hanoi T: +84 4 3556 2095 | F: +84 4 3556 2094 Suite 101. 3.com. Dist. Building 123 Truong Dinh.gbrand. HCMC T: +84 8 3932 5951 | F: +84 8 3932 5953 E: info@gbrand.vn .com..vn | W: www.Corporate IdentIty Guidelines & desiGns 31 Villa B55 Trung Hoa Nhan Chinh. Nguyen Thi Dinh Rd.

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