Graphic Identity Guidelines - Lingnan University

Graphic Identity

Guidelines

Lingnan University Graphic Identity Guidelines

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Contents

Our New Identity

Visual Identity Elements 2

Meaning of the Lingnan Emblem 3

Standard Lingnan Emblem – Full Colour and Single Colour 4

Standard Signature 5

Exclusion Zone – Lingnan Signature 6

University Signature on Different Backgrounds 7

Usage of University signature 8

Unacceptable Signature Usage 9

Centre Signature 10

Exclusion Zone – Centre Signature 11

Centre Signature on Different Backgrounds 12

University Tagline 13

Exclusion Zone – Tagline 14

University Tagline in Different Colours 15

Usage of the University Tagline 16

Unacceptable Tagline Usage 17

Corporate Typefaces – English 18

Corporate Typefaces – Chinese 20

Corporate Typefaces – Online 22

Standard Stationery

Letterhead 24

Envelopes 26

Name Cards 28

Compliment Slips 30

Memorandum 31

Facsimile 32

Others

Certificate 33

Brochure/Leaflet 34

Backdrop 35

Banner 36

Further Information 37


University Signature

Logotype (English/Chinese)LU Emblem

Visual Identity Elements

The visual identity of Lingnan University is an important asset of the university. It is more than a logo. This asset must always be used in its approved form and protected from misuse by assuring consistent, high-quality reproduction of the signature wherever it appears.

The University signature consists of two elements: the Lingnan emblem on the left and University name and location in Chinese and English on the right. The two elements should always be used together. The signature has two versions: a horizontal version and a centred version for different applications, specified at above and page 10.

Only the approved digital files can be used to reproduce the signature. These guidelines will help you reproduce the University visual identity with care, precision and consistency.

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Meaning of the Lingnan EmblemThe mountain, river, trees and path illustrated in the University logo each symbolise a profound principle:

• The White Cloud Mountain depicts the highest aspiration in life;

• The Pear River represents the wide dissemination of Lingnan education;

• The lychee trees - with ripe fruit hanging in clusters - represent the commitment to realise the precept “For God, for Country and for Lingnan”;

• The path represents the road to the future by virtue of hard work.

• The panoramic view of the campus in the emblem ‘reminds alumni and friends of Lingnan of their loyalty wherever they may be. The red and grey colours of the emblem help nourish the sentiment; they are “blood-red and iron-grey”, symbolizing loyalty and steadfastness. The red and grey reflect the Lingnan spirit, a spirit inspiring them to lay the foundations for a splendid future forever’1 .

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1 Lee, Sui-ming. A Phoenix of South China : The Story of Lingnan (University) College Sun Yat-sen University. Hong Kong: The Commercial Press, 2005.


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Standard Lingnan Emblem

Full ColourThis version should be applied on white or very light-coloured background only.

Lingnan Red

Pantone PMS 185CProcess 5C 100M 100YRGB 227R 31G 38B

Pantone PMS Cool Gray 4CProcess 30KRGB 188R 190G 192B

Lingnan Light Grey

Single ColourThis version should be solid black and white when applied on single-color printed matter.

If the background is a deep dark colour, reverse white can be used.

Black and White Black and White – reversed

Acccompanying type (Chinese and English) is Pantone 8C if they are on a light background, and reversed white should only be used on dark or grey background.

The standards for PANTONE® Colours are shown in the current edition of the PANTONE® Colour formula guide. The colours shown on this page and throughout these guidelines are not intended to match the PANTONE® Colour Standards. PANTONE® is a registered trademark of Pantone, Inc.

Use actual PANTONE® chips. Do not attempt to match examples in this guide.

Standard Signature

The two elements of the University visual identity can only be arranged horizontally with the emblem on the left and the University names and location on the right. However, for certain situations that make the above layout impossible, the emblem can be put on centre above the University names and location. The spacing must follow the example on this page and p.10.

The normal colours for the emblem are Pantone 185C for the “Red” and Pantone Cool Gray 4C for the “Grey”.


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Lingnan Red




Lingnan Light Grey Lingnan Dark Grey

Exclusion Zone – Lingnan Signature

The exclusion zone is designed to preserve the integrity of the logo, and must always remain free of text and other visual elements.

The exclusion zone should ideally have as much clear space as possible. Because this cannot always be the case, we have provided guidelines to ensure a minimum amount of space. Please view the diagram on this page, which defines the proportional values in relation to the width of the Lingnan emblem.

Minimum Size

The Lingnan University signature should never be reproduced at size smaller than the value shown in this page. The minimum size of the signature is 8mm in height for print and 30 pixels in height for digital. There is no maximum size limit, but use discretion when sizing the logo.


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Minimum protective zone

Minimum Size

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1/2X 1/2X

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Minimum size 30 pixel in digital

Minimum size 8mm in print

1/2X

University Signature on Different Backgrounds

Correct use of colour is vital when reproducing the Lingnan University signature. The examples shown on this page demonstrate how careful control and use of the identity with different backgrounds must be adhered to at all times to ensure accurate and consistent representation of the brand.

Please help preserve the clarity and visibility of the corporate signature by always using a master artwork for reproduction purposes.


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Full colour

Black and White

Lingnan Emblem in Lingnan Red and Light Grey and supporting line in Lingnan Red, Logotype in white

Black and White – reversed

Usage of the University Signature

The University signature consists of two elements: the Lingnan emblem on the left and University name and location in Chinese and English on the right. Through consistent use, we can create a distinctive visual identity that is easily recognized and that can be protected from unauthorized use.

When applying the University signature over imagery, never place it where there is not enough contrast to have the signature stand out.


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Signature in gold foil / gold PMS 873 with special printing effect Signature in silver foil / silver PMS 877 with special printing effect

Use the Lingnan Signature on light backgrounds but with enough contrast

Use the Lingnan Signature in black for B/W media

Use the reverse white logotype with full colour logo on colour background but with enough contrast

Use the reverse white logotype with full colour logo on colour backgrounds but with enough contrast

Use the reverse white signature on colour backgrounds but with enough contrast

Use the reverse white signature on dark backgrounds

Unacceptable Signature Usage

To ensure consistent visual impact across all communications, you must never attempt to re-create or manipulate the Lingnan University signature in any way.

Faculties/departments/centres/offices are advised to use the approved versions only. The examples below show the signature manipulations that are expressly prohibited.

When applying the University signature over imagery, never place it where there is not enough contrast to have the signature stand out.


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Do not alter the proportions of the signature

Do not use the signature as a holding shape for imagery or graphics

Do not use different colours for the Lingnan University Emblem and logotype Do not distort or rotate the university signature

Do not apply filters or effects to the university signature

Do not outline the logo

Do not place the signature on imagery with great variation in colour value and contrast

Do not have strong outer glow effect

Do not place the signature on background with similar variation in colour value and contrast


Centre Signature

We recommend using the horizontal University Signature for most applications. You may use the centre signature when the horizontal signature cannot meet your needs.

Please only use the authorised centre signature shown here. Units are NOT permitted to make their own alternative signature files.

Only the approved digital files can be used to reproduce the signature. The emblem, the logotype, the distance between them and the relative size should never be redrawn, digitally manipulated or altered.


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Centre Signature

LU Emblem

Exclusion Zone – Centre Signature

The exclusion zone is designed to preserve the integrity of the logo, and must always remain free of text and other visual elements.

The exclusion zone should ideally have as much clear space as possible. Because this cannot always be the case, we have provided guidelines to ensure a minimum amount of space. Please view the diagram on this page, which defines the proportional values in relation to the width of the Lingnan emblem.

Minimum Size

The Lingnan University centre signature should never be reproduced at size smaller than the value shown in this page. The minimum size of the signature is 15mm in height for print and 55 pixels in height for digital. There is no maximum size limit, but use discretion when sizing the logo.


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X

1/2X

Minimum size 15mm in printMinimum size 55 pixels in digital

1/2X

1/2X 1/2X

Minimum protective zone

Minimum Size

Centre Signature on Different Backgrounds

Correct use of colour is vital when reproducing the Lingnan University signature. The examples shown on this page demonstrate how careful control and use of the identity with different backgrounds must be adhered to at all times to ensure accurate and consistent representation of the brand.

Please help preserve the clarity and visibility of the corporate signature by always using a master artwork for reproduction purposes.

Full colour


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Lingnan Emblem in Lingnan Red and Light Grey and supporting line in Lingnan Red, Logotype in white

Black and White Black and White – reversed

University Tagline

The Lingnan University Tagline “Liberal Arts Education • Transformation For Life” is a clear statement of Lingnan University’s promise. It should be placed separately from the university signature to give more visual prominence.

The bilingual tagline should always be used together. Please do not use English-only or Chinese-only versions.


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Lingnan Red


Bilingual Tagline

Exclusion Zone – Tagline

The exclusion zone is designed to preserve the readability of the tagline, and must always remain free of text and other visual elements.

The exclusion zone should ideally have as much clear space as possible. Because this cannot always be the case, we have provided guidelines to ensure a minimum amount of space. Please view the diagram on this page, which defines the proportional values in relation to the width of the Chinese character.

Minimum Size

The tagline should never be reproduced at size smaller than the value shown in this page. The minimum size of the tagline is 4mm in height for print and 20 pixels in height for digital. There is no maximum size limit, but use discretion when sizing the tagline.


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X

Minimum size 4mm in print

Minimum size 20pixels in digital

Minimum Size

X

X

X

X

University Tagline in Different Colours

For consistency and brand building purposes, the Lingnan red corporate tagline is the preferred choice for all communications materials.

For dark-coloured backgrounds, you may use the reverse white tagline as an option.

Please help preserve the clarity and visibility of the corporate tagline by always using a master artwork for reproduction purposes.


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Tagline in Lingnan Red

Tagline in black

Tagline in white

Usage of the University Tagline

When applying the University tagline over imagery, never place it where there is not enough contrast to have the tagline stand out.


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Tagline in gold foil / gold PMS 873 on special printing effect Tagline in silver foil / silver PMS 877 on special printing effect

Use the Lingnan Tagline on light backgrounds but with enough contrast

Use the Lingnan Tagline in black for B/W media Use the reverse white tagline on dark backgrounds

Use the reverse white tagline on with great variation in colour value and contrast

Unacceptable Tagline Usage

To ensure consistent visual impact across all communications, you must never attempt to re-create or manipulate the Lingnan University tagline in any way.

Faculties/departments/centres/offices are advised to use the approved versions only. The examples below show the tagline manipulations that are expressly prohibited.

When applying the university tagline over imagery, please use clean backgrounds. Never place it where there is not enough contrast to stand out the tagline.


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Do not alter the proportions of the tagline

Do not use the tagline as a holding shape for imagery or graphics

Do not use different colours for the University Tagline Do not distort or rotate the university tagline

Do not apply filters or effects to the university tagline

Do not outline the tagline

Do not place the signature on imagery with great variation in colour value and contrast

Do not have strong outer glow effect


Do not place the tagline on imagery with great variation in colour value and contrast

Corporate Typeface (English)

Primary Typeface

The Primary English corporate typeface for the University is Univers. Eight versions are available.

The primary typeface should be used on covers and headings on publications.


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Univers 45 Light Univers 65 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()

Univers 45 Light Oblique Univers 65 Bold Oblique


ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%^&*()

Univers 55 Roman Univers 75 Black



Univers 55 Oblique Univers 75 Black Oblique



Corporate Typeface (English)

Secondary Typeface

In situations when Univers typeface is not available, secondary typefaces can be used for more general day-to-day use, including letters, class notes, books/publications, meeting minutes, particularly block texts.


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Times Regular Times Italic



Times Bold Times Bold Italic




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Corporate Typeface (Chinese)

Primary Typeface

The Primary Chinese corporate typeface for the University is Monotype Sung. Four versions are available:

The primary typeface should be used for covers and headings on publications.

Corporate Typeface (Chinese)

Secondary Typeface

In suitations when Monotype Sung typeface is not available, secondary typefaces can be used for more general day-to-day use, including letter, class notes, books/publications, meeting minutes, particularly block texts.


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Corporate Typeface (Online)

Use the appropriate primary typefaces (Univers and MSung) for online communications. For online usage, you can also use Lato, Arial, Microsoft JhengHei and Heiti.


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Lato Regular Lato Bold



Arial Regular Arial Bold



The University visual identity, when used in official stationery, always rests on the upper right corner of the page. Consistent placement of the visual identity across stationery will strengthen the visual identity over time.

The following stationery items are included in this set of guidelines:

Letterhead

Envelopes

Name Cards

Compliment Slips

Memorandum

Facsimile

Others

Certificate

Brochure/Leaflet

Backdrop

Banner

Standard Stationery and Others

Specifications:

Size: 210mm (W) x 297mm (H)

Colour: PMS 185C (red), Black (grey tone of logotype is under the percentage of Black)

Standard Letterhead

University signature and tagline are in full colour. All typefaces are in black.

Contact phone number, fax number, email address and URL of the department can be put here.

Logo of Department, Centre or Administrative Office will not be included on letterhead.


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Lingnan University, Tuen Mun, Hong KongTel: (852) 2616 8888 Fax: (852) 2463 8363 Website: http://www.LN.edu.hk

Specifications:



Department Letterhead

University signature and tagline are in full colour. All typefaces are in black.

Name of Department, Centre or Administrative Office may be included from the line below.

Contact phone number, fax number, email address and URL of the department can be put here.

Logo of Department, Centre or Administrative Office will not be included on letterhead.


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Lingnan University, Tuen Mun, Hong Kong

Office of Communications and Public Affairs

Tel: (852) 2616 8989 Fax: (852) 2838 1601 Website: http://www.LN.edu.hk

Envelope

Specifications:

Size: 240mm(W) x 115mm (H)

Colour: Black


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Big Envelope

Specifications:

Size: 330mm(W) x 230mm (H)

Colour: Black


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Home phone number, home fax number and functions held outside the University, e.g. district board membership, must not be included on name card.

Specifications:



Name Card (Administrative Staff)

University signature and tagline are in colour. All typefaces are in black.

Logo of Department, Centre or Administrative Office will not appear on name cards.

Name of Department, Centre or Administrative Office and details including name, professional qualifications, designation, department, address, phone number, fax number, email address and website follow the arrangement above.

Staff may use an approved title if they wish, e.g. Professor, Dr, Mr, Ms, Miss, etc. and may also opt not to use a title. The staff member’s designation must be the one officially recognised by the University, e.g. Administrative Officer, Assistant Librarian, etc.


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CHAN Tai ManAssistant Manager


Room 205/12, 2/F, Wong Administration Building

8 Castle Peak Road, Tuen Mun, Hong Kong

Tel: (852) 0000 0000 Fax: (852) 0000 0000

Email: [email protected] Website: http://www.LN.edu.hk

Name:Times New Roman 11pt

Title:Times New Roman 7pt

Department:Times New Roman 7pt

Contact Information:Times New Roman 7pt

Name:MSung-Medium 12pt

Title:MSung-Medium 7pt

Department:MSung-Medium 7pt

Contact Information:MSung-Medium 7pt

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3/4X1/2X

1/2X

Staff may use an approved title if they wish, e.g. Professor, Dr, Mr, Ms, Miss, etc. and may also opt not to use a title. The staff member’s designation must be the one officially recognised by the University, e.g. Professor, Associate Professor, Lecturer, etc.

Home phone number, home fax number and functions held outside the University, e.g. district board membership, must not be included on name card.

Specifications:



Name Card (Academic Staff)

University signature and tagline are in colour. All typefaces are in black.

Logo of Department, Centre or Administrative Office will not appear on name cards.

Academic and Professional qualifications of staff members may only be included subject to the approval of the Head of Department/Divison/ Office concerned, who shall ensure that the qualifications listed are recognised and acceptable both locally and internationally.

Name of Department, Centre or Administrative Office and details including name, professional qualifications, designation, department, address, phone number, fax number, email address and website follow the arrangement above.


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Name:Times New Roman 11pt

Title:Times New Roman 7pt

Department:Times New Roman 7pt

Contact Information:Times New Roman 7pt

Name:MSung-Medium 12pt

Title:MSung-Medium 7pt

Department:MSung-Medium 7pt

Contact Information:MSung-Medium 7pt

X

3/4X1/2X

1/2X

Professor CHAN Tai Man PhD

Programme Director, Master of Science in Finance

Department of Finance

Room 108, 1/F, Dorothy Y L Wong Building

8 Castle Peak Road, Tuen Mun, Hong Kong

Tel: (852) 0000 0000 Fax: (852) 0000 0000

Email: [email protected] Website: http://www.LN.edu.hk

Department Name:Univers 45 Light 7ptMSung-Medium 7pt

Department Phone and Fax number:Univers 45 Light 7pt


Address, phone number and fax number follow the arrangement above.

Specifications:



Compliment Slips University signature and tagline are in colour. All type faces are in black.

Logo of Department, Centre or Administrative Office will not appear on compliment slips.

Name of Department, Centre or Administrative Office can be included on the compliment slips.


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Specifications:


Colour: Black only

Memorandum

University signature, tagline and typeface are in black.

Logo of Departmet, Centre or Administrative Office will not appear on memorandum.

Name of Department, Centre or Administrative Office can follow the arrangement above.


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Specifications:


Colour: Black only

Facsimile

University signature, tagline and type face are all in black.

Logo of Departmet, Centre or Administrative Office will not appear on memorandum.

Name of Department, Centre or Administrative Office can follow the arrangement above.


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To: (Name) (Dept)

(Institution/Organisation)

Fax: Date:

From: Total Pages (including this page):

*If you do not receive all pages, or if you do not receive them clearly, please call (852) 2616 8989 or Fax (852) 2838 1601 immediately.

FACSIMILE TRANSMISSION COVER FORM

Lingnan University, Tuen Mun, Hong Kong


Tel: (852) 2616 8989 Fax: (852) 2838 1601 Website: http://www.LN.edu.hk

CertificateCenter signature in colour


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SPECIMEN COPY

SPECIMEN COPY

SPECIMEN COPY

Brochure/LeafletThe full colour signature should appear at least once on the marketing material. The horizontal signature should be placed whenever possible on the right hand side of the page.

Tagline should also align with the signature on the right hand side of the page. The size of tagline should not be larger than the University signature.


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X

X

Sample A Sample B

Option A

Option B

BackdropTwo design options may be used. Please follow Option A when possible. But when space is not allowed for placing the tagline, you can follow Option B.


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LOGO LOGO LOGO LOGO

170cm

170cm

BannerHere are some examples of applying the University signature and tagline to wall banners.


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Further Information

For information on the usage of Lingnan University Graphic Identity Guidelines, please contact:

www.LN.edu.hk/ocpa

(852) 2616 8989 / (852) 2616 8963

(852) 2838 1601

[email protected]


Documents

Graphic Identity Guidelines - Lingnan University