KHANA Brand Guideline

BRAND GUIDELINE

Since the founding of our organization in 1997, KHANA has been in the forefront

of community-centered healthcare and HIV and AIDS prevention in Cambodia.

Our organization became well known for its capacity building work in systems

strengthening and good governance. Our history of transparency, accountability

and anti-corruption practices have made us a recognized leader in good

governance. Over the years, we have been successful in the implementation of our

plans by hitting our strategic goals right on target. However, as a dynamic alliance

we simply do not stop on merely achieving on our short term goals. In the next

years of KHANA’s organizational life, we will build upon these accomplishments

to actively respond to emerging issues and changes in our environment. And

together with our expanding set of objectives, we also need to rebrand our

organization to meet the changing needs of this generation.

In the rebranding of our organization, we exemplify in every respect our distinct

identity and philosophy. Throughout this book you will see and read about the

exact guidelines governing the use and implementation of our organization’s

signature, language, and graphic design. Our logo was carefully created to

encompass and represent our brand’s philosophy. It embodies the idea of

improved HIV programming, protection and security of livelihood among

vulnerable communities, improved community health in relation to sexual and

reproductive health, and the strengthening of HIV development responses. In all

of our communications and graphics, it is our wish to radiate a simple sense of

community, modernity and firmness.

DR.OUM SOPHEAP

KHANA Executive Director

INTRODUCTION

BRAND GUIDELINE

II

TABLE OF CONTENTS

INTRODUCTION • • • 1 THE LOGO • • • 3 CORPORATE COLORS • • • 5 CORPORATE FONTS • • • 6

CORPORATE FONTS FOR WEB • • • 7 MINIMUM CLEARANCE • • • 8 LOGO VARIATIONS • • • 9 DO’s & DONT’s • • • 10

LOGO APPLICATIONS

• Corporate ID • • • 14

• Above the Line • • 26

• Corporate Livery • 31

VISUAL IDENTITY • • • 11

BRAND GUIDELINE

1

THE LOGO

KHANA aspires to a Cambodia where all people have

equal access to quality HIV and AIDS prevention,

treatment, care and support, impact mitigation and related

health and development oppurtunities.

BRAND GUIDELINE

3

A logo is a graphic representation or mark of an individual, brand and organization to gain instant recognition among the public. It communicates what the organization or brand stands for and why it is unique.

The new KHANA corporate signature is the graphic representation

of our organization and the values for which it stands. It identifies us

to the world, displaying an image that is both strong and community

centered. The new KHANA logo combines the two most important

visual elements of our brand, the KHANA logotype and the KHANA

icon. The diagram on the left illustrates the recognizable graphic

features that make the KHANA logo unique from the old logo.

Our new corporate logo has Khmer and English versions having

local and global applications in mind. It is encouraged that we use

the Khmer version in every collateral that we use. However, we need

to use the English version in cases where the logo will be employed

for international use.

To ensure the consistent representation of our identity, this

brand guideline must be consulted all the time especially when

a third party supplier will be involved in the reproduction of our

communication and identification materials

KHMER TAGLINE

OLD KHANA LOGO

ENGLISH TAGLINE

THE LOGO

BRAND GUIDELINE

4

HELVETICA NEUE

85 HEAVYPEOPLE LINKING ARMS

ALLIANCENIDA

SOWANAPHUM

NAMEPLATE ICON

ALLIANCE ICONTAG LINE

As KHANA strives to expand and

modernize, this typeface best

represents that vision. Helvetica

Neue 85 Heavy expresses the

solid resolve, unity, stability and

dependability of the organization.

A united community is a strong community – this

is what KHANA wants to uphold and it is KHANA’s

vision. This is represented by showing a graphical

depiction of people linking arms. This icon also

represents the 4 programs of KHANA which are:

1) Red: Improving HIV programming; 2) Green:

Improving community reproductive health; 3) Blue:

Securing Livelihood; and 4) Violet: Strengthening

management capacity and technical excellence in

community HIV health and development.

As the Alliance continues to grow in

number, the Alliance’s brand becomes

more important than ever. Keeping

the branding clear helps stakeholders

understand what the Alliance has

achieved against HIV & AIDS.

Clean, simple and professional,

KHANA decided to use NIDA

Sowanaphum as its typeface

for its tagline for the English and

Khmer versions.

BRAND GUIDELINE

5

SECONDARY PALETTE

PRIMARY PALETTE

RGB: 35 • 31 • 32

CMYK: 0 • 0 • 0 • 100

RGB: 88 • 89 • 91

CMYK: 0 • 0 • 0 • 80

RGB: 237 • 28 • 36

CMYK: 0 • 100 • 100 • 0

RED

BLACK

GRAY

RGB: 141 • 98 • 63

CMYK: 50 • 0 • 100 • 0

GREEN

RGB: 102 • 45 • 145

CMYK: 72 • 97 • 22 • 9

VIOLET

RGB: 43 • 57 • 144

CMYK: 100 • 95 • 10 • 0

BLUE SET AT 40%

OPACITY

SET AT 70%

OPACITY

PASTEL 1 PASTEL 2

CORPORATE COLORS

The secondary palette is mainly used as an additional color palette for artistic considerations.

This provides another set of colors for desginers to use. It can be used alongside the main corporate colors.

BRAND GUIDELINE

6

CORPORATE FONTS

ROMAN FONTS

KHMER FONTS

As KHANA is a traditional, formal, yet very accessible organization, we use Khmer and

English fonts that best represent those qualities. These fonts are also practical as they

are flexible and easy to read. For printed applications please use Helvetica Neue and

Trajan Pro for Enlglish texts and Khmer OS and Khmer OS Muol Light for Khmer.

KHMER OS CONTENT ាបចដេថងហ

ាំពជឌែធអះីគRecommended for body

texts and paragraphs

with numerous words.

HELVETICA NEUE55 LIGHT ABCDEFG

a b c d e f g hThe light strokes and thin

weight of this font is good

for body texts and wordy

paragraphs.

HELVETICA NEUE85 HEAVY ABCDEF

a b c d e f gThis font can both act as a

display font and subhead

for different situations.

KHMER OS MUOL LIGHT ាបចេថងហ

ាំពជឌែធអះីAn excellent display font,

this must be used only

for titles, subheads and

paragraphs with less

than 10 words.

TRAJAN PRO ABCDEFG abcdefgh

Acting as a display font, this

must be used only for titles,

subheads and paragraphs

with less than 10 words.

BRAND GUIDELINE

7

CORPORATE FONTS FOR WEB AND ELECTRONIC DOCUMENTS

ROMAN FONTSARIAL REGULAR ABCDEF

abcdefgh

KHMER FONTS

KHMER OS CONTENT

KHMER OS

KHMER OS MOUL LIGHT

ាបចដេថងាំពជឌែធអ

ាបចដេថងាំពជឌែធអ

ាបចេថងិាំពជឌែធអះី

Web typography is limited in nature and because of that we need to have special set of fonts for our websites and other collaterals in electronic format.

Recommended for body

texts and paragraphs with

numerous words.

Recommended for body

texts and paragraphs with

numerous words.

An excellent display font, this must

be used only for titles, subheads and

paragraphs with less than 10 words.

The light strokes and

thin weight of this font is

good for body texts and

wordy paragraphs.

ARIAL BOLD ABCDEF abcdefgh

This font can both act as a

display font and subhead

for different situations.

ARIAL BLACK ABCDEF a b c d e f g

Acting as a display font,

this must be used only

for titles, subheads and

paragraphs with less

than 10 words.

BRAND GUIDELINE

8

MINIMUM CLEARANCE

ISOLATION AREA

MINIMUM SIZE

The total area around the logo is equal to the space occupied by the logo itself. As a rule, left and

right clearances are the size of the icon (see illustration). The top and the bottom clearances of the

logo should be half the height of the KHANA icon. This rule will be observed and applied in every

logo variation of KHANA. This is done to protect the brand’s visual identity against other brands.

The regular minimum size of the logo is 3cm in length or 1cm in height. In cases where it must

be printed smaller like on pens or pencils, the tagline can be dropped as it is no longer readable.

Print the tagline in a separate or other end of the said item. See example.

3cm

1cm

BRAND GUIDELINE

9

DARK BACKGROUNDS

NO-TAGLINE

LOGO VARIATIONS

A white rectangular placeholder must be put behind the logo

when used on dark and/or busy background to ensure the

visibility of the logo. This logo variation should still observe the

minimum size requirement of 3cm in length or 1cm in height.

The size of the placeholder should be the size of the logo plus

half the height of the KHANA icon. The placeholder will be

treated as a part of the logo and will observe the isolation area

of the logo. Please see the illustration above.

All logo comps and variations will be provided in an EPS file for use in

the mentioned instances. These versions are to be used only when the

preferred logo will not work due to printing limitations.

In cases of collaterals too

small to accomodate a logo

with tagline or the logo will

be less than 3cm in length

or 1cm in height, use a

white background or logo

placeholder or print on white

material to keep the visibility

of the logo.

B&W

There are situations where only one color or black

and white are possible. Such situations would

include advertising for print or one-color fliers.

A white counter must still be used against dark

and/or busy backgrounds.

Logotype: K = 100%

Icon: K = 100%, 80%, and 40%

Tagline: K = 60%

Alliance icon: K = 100% and 40%

BRAND GUIDELINE

10

DO’s & DONT’s

USING THE WRONG TYPEFACE

DO NOT reproduce logotype in

any other type face than Helvetica

Neue 85 Black and NIDA

Sowanaphum for the tagline.

DO NOT tilt or

skew the logo.

SKEWING THE LOGO

CHANGING THE COLORS

DO NOT use

corporate signature in

unauthorized colors.

REMOVING THE ALLIANCE ICON

DO NOT remove the

Alliiance logo.

SQUASHING THE LOGO

DO NOT stretch or

squash the logo.

USED AGAINST A BUSY BACKGROUND

DO NOT use use the logo against

a busy backgorund without using

the white frame.

USED AGAINST A COLORED BACKGROUND

DO: When the logo is used against

a colored background, make sure

that the whlole logo has sufficient

contrast for it to be still visible. The

value of the color should not be

more than 30% of the hue or its

equivalent in grey.

BRAND GUIDELINE

11

VISUAL IDENTITY

THE CURVE

KHANA ICON

HUMAN ICONHaving a single visual identity is needed to unify and strengthen the visual style of

KHANA as a brand. It is utilized to help the logo to tell the intended audience that

an artwork is done for and owned by KHANA.

This element is the caring, nurturing and feminine side of the

organization. It is always in violet and the range of tint of violet,

KHANA’s main color. Use the curve as accents in the design space

or dividers. The curve can aslo anchor the design space either to the

bottom or at the side and never on top as it makes the space top

heavy. Please use sparingly. It is not meant to replace the logo.

The human icon, a part of the KHANA icon,

could be used as bullet, indicator or an added

graphic element in an artwork. It mus be noted

that this visual element cannot be used as a

substitute for the KHANA logo.

The KHANA icon affirms the visual identity of

the brand by adding color and repeating the

elements found in the logo itself. The icon

can be set in 100%, 70% and 40% opacity

in an artwork as long as it doesn’t become

a distraction for other elements such as the

text and the logo. Although it is a part of the

KHANA logo, it cannot be used as a substitute

for the logo.

LOGO APPLICATIONSKHANA is committed to contribute to the development,

health and well-being of communities through reducing vulnerability and mitigating the impact of HIV and AIDS.

LOGO APPLICATIONS

CORPORATE ID

BRAND GUIDELINE

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logo applications • corporate id

LETTERHEAD & NOTEPAD

KHANA LETTERHEAD

Size: A4

KHANA NOTEPAD

Size: A5

BRAND GUIDELINE

16

corporate id • logo applications

ENVELOPES

KHANA COMPLIMENT SHEET

Size: 20.1cm x 9.9cm

KHANA ENVELOPES

Sizes: A3, A4, A5

BACK

FRONT

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MEMO & FACSIMILE

KHANA MEMO

KHANA FACSIMILE

Size: A4

Size: A4

BRAND GUIDELINE

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KHANA FOLDER

BACK / FRONT INSIDE

Size: A4

COMPANY FOLDER

BRAND GUIDELINE

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COMPANY ID & BUSINESS CARD

KHANA ID KHANA BUSINESS CARDS

Size: 9cm x 5.5cm Size: 9cm x 5.5cm

BRAND GUIDELINE

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STICKERS & VISITOR PASS

KHANA STICKERS

KHANA VISITOR IDPROPERTY STICKERS

Size: 12cm x 6cm

Size: 9cm x 5.5cmSize: 12cm x 8cm

BRAND GUIDELINE

21


CERTIFICATES & INVITATIONS

KHANA CERTIFICATE

KHANA INVITATION

Size: A4 Portrait

Size: A5 Landscape

BRAND GUIDELINE

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OFFICE SIGN BOARDS

KHANA SIGN BOARDS

KHANA DIRECTIONAL SIGNS

Size: 30cm x 8cm

Size: 30cm x 8cm

BRAND GUIDELINE

23


PLANNER CALENDAR

KHANA CALENDAR

Size: 95cm x 65cm

BRAND GUIDELINE

24


ANNUAL REPORT

KHANA ANNUAL REPORT

Size: 20cm x 22cm / A4

BRAND GUIDELINE

25


KHANA CHRISTMAS CARDS KHANA BALLPEN

Size: A5 Colors: Black and Blue

SEASON’S GREETING CARD & PEN

BRAND GUIDELINE

26

ABOVE THE LINE APPLICATIONS

All the examples that are shown here are not the actual materials, they are for demonstration purposes only.

BRAND GUIDELINE

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logo applications • above the line

LEAFLET & FLIP BOOK

KHANA LEAFLET

KHANA FLIP BOOK

Size: 20cm x 21cm

Size: 20cm x 15cm

BRAND GUIDELINE

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above the line • logo applications

BROCHURE

KHANA BROCHURE

Size: 20cm x 21cm/foldFolds: 5

BRAND GUIDELINE

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BANNERS & POSTERS

KHANA BANNERS

KHANA POSTERS

Size: 1m x 3m

Size: A1, A3 and A4

BRAND GUIDELINE

30

above the line • logo applications

VIDEO

PRESENTS

KHANA DVD COVERKHANA DVD

KHANA TITLE SCREEN

Size: 27.7cm x 18.5cmSize: 8cm in diameter

Size: according to specifications

BRAND GUIDELINE

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CORPORATELIVERY

All the examples that are shown here are not the actual materials, they are for demonstration purposes only.

BRAND GUIDELINE

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livery • logo applications

BAGS, CAPS & SHIRT

KHANA LAPTOP BAGKHANA BASEBALL CAP

KHANA SHIRTS

Size: XS, S, M, L, XL, XXL (Round-neck & Collared)

FRONT FRONTBACK BACK

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logo applications • livery

CAR

Size: according to the intended vehicle

VEHICLE STICKERS

BRAND GUIDELINE

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livery • logo applications

VEHICLE STICKERS

MOTORBIKE

Size: according to the intended vehicle

BRAND GUIDELINE

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logo applications • livery

KHANA’s Integrated Care and Prevention program focuses on the provision of home-based care services by trained Home Care Teams (HCT), while its Focused Prevention Program (FPP) targets populations who are most at risk from HIV with specific messages, outreach activities and interventions.

#33 Street 71, Tonle Bassac, Chamkarmon, Phnom PenhP.O. Box 2311 Phnom Penh 3, Kingdom of Cambodia

Tel: (855) 23 211 505 | Fax: (855) 23 214 049http://www.khana.org.kh

Documents

KHANA Brand Guideline