Heartstrings Society Brand Guide

The deepest feelings; the strongest affections; to tug at one’s heartstrings.

The organisation will deal with the elderly – caring for them. In hope that the reality of the elderly being abandoned or left to fend for themselves – especially after having made countless sacrifices to raise their children and contribute to society – will tug at the heartstrings of the younger generation. This may ensure that the younger generation will not neglect their elderly family members, but will care for them.

Red represents the Heart through which blood flows. Red will also represent the endless giving and self-sacrificial love for their loved ones.

Furthermore the hardships that the elderly have undergone in life from the birth of their child, endless toiling to raising their families and contributions made to the society

The colour Red too, accentuates the colours black nd white, breaking any inclination of monotony and dullness

A three-leaf clover-look a like. Simple yet immesnsely meaningful; the clover leaf is a common representation of living a carefree, prosperous and happy life, following an idiom to “live (life) in clover”

ContentIntroductionHeartstrings Society

Brand IdentityPhotography StyleCoporate Signature GridCore ElementsClear SpaceMinimum SizeIncorrect Corporate Signature UsageWatermark Guide

ColourPrimary and Secondary ColoursColour Value Chart

TypographyLogotype and Primary Typeface

PatternFull-colour and Negative Colour Patterns

Stationary SetName CardsLetterheadEnvelopeFolderID CardUniformMiscellaneous

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Photography Style | People

Photography is also a crucial part of Heartstrings Society’s visual identity. It should always be taken in monochrome.

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Heartstrings Society’s visual identity is an important asset as it represents a society of love. The colour red is symbolic of our hearts; our blood, our heartbeat. A heart of self-sacrificial and unconditional love for their loved ones. Blood that represents the hardship that the elderly have endured to raise their families The many contributions that have nurtured the heartbeat of our society.

The design for the organisation’s logo for ‘heartstrings society’ consist of a symbol in the word ‘heartstrings’. The letters ‘ea’ will made using a three-leaf clover-lookalike. The clover leaf is representative of living a carefree and prosperous life, following an idiom to “live (life) in clover”.

The Heartstrings Society Signature comprises of two elements:

Primary Logo: Clover look a like

Primary Logotype: The Brand, Heartstrings Society

The signature is a unique one - the Heartstrings logotype must never be re-typeset, nor be distorted in any ways or form. The proportions, as indicated on the left should be maintained.

Only the approved digital files can be used.

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Core Elements | Logotype

Heartstrings Society Signature

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1

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Clear Space | Logotype

To maintain huge visibility of the logo, Heartstrings Society, the logo must always maintain minimum clear space around the logo. The logo must never appear to be linked or crowded by copy, photographs or graphic elements of any kind.

The minimum clear space must never differ proportionally from the diagrams demonstrated on the left.

The clear space for the Hearstrings Society logo is x around the signature.

Take x as the height of the logo “ea”.

X

X

X

X

X X

X X

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Minimum Size | Logotype

To protect the legibility and impact of the Heartstrings Society Signature, it must never be reproduced in sized smaller than those shown on the left.

For print applications, do not use the logo small than 30 mm width. Any further reduction would impair its legibility.

60 mm

70 mm

50 mm

30 mm

30 mm

20 mm 10 mm40 mm

Do not scale the logo smaller than the size stated at the right

10 mm

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1 The Heartstrings Society logo must always be applied thoughtfully, carefully and appropriately. The examples on the left illustrates incorrect usage of the logo.

1 Never flip the logo.

2 Never reposition the elements.

3 Never use the logo in other than a horizontal position.

4 Never distort the logo

5 Never create an outline around the logo.

6 Never reproduce the logo smaller than the stated minimum size (see page 6).

Corporate Signature | Inappropriate Usage

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Corporate Colour | Watermark Guide

The Heartstrings Society logo can also be a trademark or watermark that can be opacity

down depending on it’s situation.

It should be coloured if possible.

Pure

Opacity90% - 60%

Opacity50% - 10%

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Corporate Colour | Colour Palette

2 GRAYSCALE OF PANTONE 1795Cand BLACK

3 PANTONE 1795C

5 GREY

4 BLACK

6 WHITE, (outline as grid)

1 PANTONE 1795CBLACK

When creating the Heartstrings Society Signature,use the colours specified on the left only.

Full Colour: The primary usage of the signature should be in full-colour on a white background

The other alternative are as shown on the left.If necessary on their respective backgrounds.

Grayscale: If there’s a need to use for a black and white version.

Red: This can be used if the full-colour logo cannot be created, or does not provide sufficient contrast against the background.

Black: If there’s a need to use for a black and white version, this is a soild black. And only one colour of ink, paint, stitching or engraving is possible.

Grey: This can be used if the full-colour logo cannot be created, or does not provide sufficient contrast against the background.

White: If there’s a need to use for a black and white version, this is a soild black. And only one colour of ink, paint, stitching or engraving is possible.

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

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Corporate Colour | Primary & Secondary Colour

The Heartstrings Society Signature, is consist oftwo colours;

Primary Colour: Red; Pantone 1795Cuse the colours specified on the left only.

Secondary Colour: Black.

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

Process Colour

C 0M 100Y 100K 0

RGB Value

R 255G 0B 0

Process Colour

C 0M 0Y 0K 100

RGB Value

R 0G 0B 0

PANTONE 1795C

PROCESS BLACK

Primary Colour

Secondary Colour

WhiteTint

Tint

BlackTint

Pure

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Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Colour | Full Colour Signature Value Chart Pg 15

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Colour | Primary Colour Signature Value Chart Pg 16

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Colour | Secondary Signature Value Chart Pg 17

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint10% - 50%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Tint60% - 100%

Colour | Secondary Signature Value Chart Pg 18

Typography | English Type Face

Bodoni Svty BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Bodoni Svty Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Bodoni Svty BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Myriad Pro RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Myriad Pro ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Myriad Pro Semi BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Print Usage

The Primary and Secondary typeface; Bodoni Svty and Myriad Pro font family is the approved typeface for the Heartstrings Society brand.

Bodoni Svty is used to create the Heartstrings Society logo type as it exudes calmness. Its rounded edges appeal to the idea of familiarity and cohesion as well as a sense of wholesomeness and a spirit of a common, shared identity.

Myriad Pro, the secondary typeface is a simple and contemporary type style that is used as a basic typeface for the other colatrials. It is to complement the Heartstrings Society logotype.

A Quick Brown Fox Jumps Over The Lazy Dog.

Primary Type Face Secondary Type Face

Myriad Pro BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Myriad Pro CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

Myriad Pro Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz1234567890@#$%^&*!?/:;.”{}[]()

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Pattern | Logotype

To reinforce the identity of the brand Heartstrings Society.A corporate pattern is created. Using the “ea” of Heartstrings as a motif to formulate a visual style pattern.

The motif pattern only consists of one colour.

It can be a repeated pattern on the sides as shown on this page. The pattern can be filled throughout the whole paper. (see page ___)

The watermark can be tinted down depending on situation. It is best used at 30-10%, so as to minimise distraction.

0.2x

0.08x

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Pattern | Logotype Colour

To reinforce the identity of the brand Heartstrings Society. A corporate pattern created. It is reproduced using the “ea”of Heartstrings as a motif for a visual style pattern.

The motif pattern consists of three colours:Red, Grey, Black, White.

1 Primary Red Pattern on White Background

2 Inverse of No. 2, White Pattern on Primary Red Background

3 Primary Red Pattern on Secondary Red Background

4 Greyscale of No. 1, Primary Red Pattern on

White Background

5 Greyscale of No. 2, White Pattern on Primary Red Background

6 Greyscale of No. 3, Primary Red Pattern on

Secondary Red Background

7 Black Pattern on White Background

8 Inverse of No. 7, White Pattern on Black Background

All the patterns shown on the left are usable.No. 3, as the default pattern.

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Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847

www.heartstringssociety.com

PHYLLIS PHUAChief Executive Officer(65) 6250 2222 | (65) 9021 1909

Blk 173 Toa Payoh Lor 1Singapore [email protected]






Stationary Set

Stationary | Name Card

Name Card

Size85 x 50 mm (h x w)

Recommended Paper250 gsm to 300 gsm

6.8 mm

9 mm

6.8 mm

9 mm

8 mm

PHYLLIS PHUAChief Executive Officer

(65) 6250 2222 | (65) 9021 1909Blk 173 Toa Payoh Lor 1Singapore 310173

[email protected]

6.8 mm

5 mm5 mm

5 mm

5 mm

Pg 24

15 mm

15 mm

6.8 mm

8 mm

Stationary | Letterhead

Letterhead

Open Size297 x 210 mm (h x w)

Folded Size99 x 210 mm (h x w)

Recommended Paper100 gsm to 120 gsm

15 mm

15 mm

15.8 mm

5 mm

15mm

94 mm, centralised

Blk 173 Toa Payoh Lor 1 | Singapore 310173 | T 6250 2222 F 6250 2200 | Reg No. 884-55-847www.heartstringssociety.com

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Stationary | Envelope

Envelope


Closed Size106 x 221 mm (h x w)

Recommended Paper120 gsm

94 mm, centralised


6.8 mm

5 mm

8 mm


41 mm

106 mm

15 mm

15 mm 97 mm

5 mm

15.8 mm

27 mm

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Envelope




15 mm

5 mm

15.8 mm

40 mm


6.8 mm

8 mm

94 mm, centralised

5 mm

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Envelope





15 mmDie Cut

94 mm, centralised

100 mm, centralised

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Stationary | Folder

Folder




20 mm

7 mm

15 mm

125 mm

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ID Card

Size85 x 50 mm (h x w)

ID Photo Size35 x 24 mm (h x w)

Identification | ID Card

PHYLLIS PHUAChief Executive Officer

www.heartstringssociety.com 10 mm

24 mm 2.5 mm

12.5 mm

35 mm

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Uniform | Polo T-Shirt and T-Shirt

This Heartstrings Crew T-Shit and Polo T-Shirt are meant for all full-time and part-time workers, regardless of ranksand position.

The T-Shirt should be plain white or red with the symbol logo on the left chest and the logo at the center back of the shirt.

The Polo T-Shirt should be plain white or red with the symbol logo on the left chest and the logo at the center back of the shirt.

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Shirts comes in two colour; White and Red

Front

Front

Back

Back

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Miscellaneous | Pencil and CD

Heartstrings Society’s Pencil

Heartstrings Society’s CD

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Miscellaneous | Badges and Cap

The Badges comes in white or red withthe symbol logo. Red represents the Heart White badge with red clover represents “your” heart Red Badge with white clover represents the society sharing this heart.

In order to enhance the identity of Heartstrings Society, we’ve included the hat as well. It should be in white, and the logo are being stitched on.

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Miscellaneous | Donation Can

This Heartstrings’ Donation Tin Can.

Front: Heartstrings Logo

Back: “your touch makes a difference”2

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Documents

Heartstrings Society Brand Guide