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Visual Identity System
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User Guide
1. The basic system should be acquired first.

The manual is compiled and organized in order from the basic system to the application system. The basic system is the cornerstone of the entire visual identity system, while the application system is the specific use of these basic elements. The two systems are both relatively independent and related. To avoid any inappropriate or wrong use in practice, the users should be clear of the guiding principles and fundamental regulations of the basic system, then achieve implementation in accordance with the norms of the application system.

2. Two regulations should be strictly followed.

(1) All the elements, norms, and specifications that are clearly stipulated in this manual, such as the specific regulations in the basic system and the application system, should be strictly abided by and cannot be changed without permission.

(2) The design of any newly-added elements in the application system in the future should abide by the regulations that are clearly stipulated in this manual, including logo, logotype, brand colors, and other basic elements, and cannot be changed without permission. The specific presentation forms and styles should also refer to similar designs in the application system in this manual to keep consistency with the overall style.

3. Use the methods to avoid the slightest deviation.

The graphs used should be downloaded from this manual as much as possible when implementing the application elements. In the event that digital documents are not available, the graphs can be generated according to the drawing method specified in this manual. The color values provided in this manual should be employed as the benchmark for the colors designed.

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Logotype

Although the presentation of the logo needs to be modified slightly under different circumstances, it is still necessary to maintain a consistent style to avoid any possible confusion caused.

Standard Logo

Used when the logo is presented alone.

Standard Logo and Logotype Combination

The combination is used as the top priority when the logo is presented in a combination of square or round shapes.

Long Banner Combination

The combination is used as the top priority when the logo is presented in the long banner shape combination.

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Grid Drawing

This is mainly used to quickly draw accurate logos by precise drawing and visual correction, and to express the interrelationship between the pattern proportion and blank distance of the logo via unit grids. The standard is used to zoom in, zoom out or replicate the original size while designing.

GridDrawing (1)
GridDrawing (2)
GridDrawing (4)
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Visual Center

The visual center of the human eye is not completely the same as the physical center, and the combinations of the logo and logotype in different proportions might cause different deviations from the visual center. Please make sure to refer to the visual centerline.

Visual Center ▸◂Physical Center
Visual Center ▸◂ Physical Center
Visual Center ▸◂ Physical Center
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Clear Space

A certain amount of blank space around the logo is needed to ensure that the logo remains its identity to some extent each time and does not be interfered with other factors or elements that may affect its uniqueness.

ClearSpace (1)
ClearSpace (2)
ClearSpace (4)
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Minimum Size

In order to ensure the identity and consistency of the logo under various conditions, a minimum size for use is stipulated so that users can employ appropriate presentation ways according to their needs.

Minimum Size
  1. The above chart shows the minimum size for use of the logo. The logo size in practice should not be smaller than this, in order to avoid the possibility of being unidentified caused by the size.
  2. The above chart uses the minimum size for printing as the benchmark (the thinnest line is not less than 0.25pt). Different designing and processing methods have different restrictions, and the settings on the right should be used as a benchmark for users to modify.
  3. The minimum size of each element should be set first, and then modified in practice.
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Brand Color

The brand should follow the stipulated image to operate. Brand color, one of the crucial parts of brand management, is the front line that can quickly approach the widest range of consumers and is an important image element to help identify the brand. The brand should make sure that all the colors are in the correct use. The colors with fixed values provided in the manual should be used unless special circumstances occur or errors are caused among different media.

PRIMARY COLORS
Primary Colors (1)
PANTONE 7416 C

CMYK 2 71 70 0
RGB 234 102 74
HEX EA664A

Primary Colors (2)
PANTONE 534 C

CMYK 98 80 40 35
RGB 29 50 83
HEX 1D3253

SECONDARY COLORS
Secondary Colors (1)
PANTONE 113 C

CMYK 2 10 74 0
RGB 254 223 88
HEX FEDF58

Secondary Colors (2)
PANTONE 348 C

CMYK 86 23 88 9
RGB 5 130 71
HEX 058247

Secondary Colors (1)
PANTONE Trans. White

CMYK 0 0 0 0
RGB 255 255 255
HEX FFFFFF

GRADIENT COLORS
Colors Gradient (1)

PANTONE 7416 C to PANTONE 534 C 35%

Colors Gradient (2)

PANTONE 113 C to PANTONE 7416 C 35%

Colors Gradient (3)

PANTONE 534 C to PANTONE 348 C 70%

CONTRAST COLORS
PANTONE 299 C

CMYK 74 20 50
RGB 0 168 229
HEX 00A8E5

PANTONE 1787 C

CMYK 0 89 62 0
RGB 249 53 73
HEX F93549

PANTONE 3265 C

CMYK 75 9 45 0
RGB 0 176 162
HEX 00B0A2

PANTONE 184 C

CMYK 17 78 33 0
RGB 220 88 124
HEX DC587C

NEUTRAL COLORS
PANTONE Black C

CMYK 80 84 87 71
RGB 10 18 14
HEX 1E120E

PANTONE Cool Gray 11 C

CMYK 73 65 58 14
RGB 84 86 90
HEX 54565A

PANTONE 430 C

CMYK 59 45 40 0
RGB 112 134 140
HEX 7B868C

PANTONE 656 C

CMYK 15 10 6 0
RGB 223 226 234
HEX DFE2EA

FOIL COLORS

Because of the different metallic foils used by each manufacturer, it is not possible to specify a color number for specific use. When using, please ask the manufacturer to offer color samples and select the closest one. Refer to the color matching principle for the timing and specification of use.

Gold

Silver

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Auxiliary Graphics

The auxiliary graphic is an extension of the brand logo, which matches the brand’s identity and enriches the visual image of the company. It is also an extension of the design developed on the basis of the core concept, which makes the logo achieve a richer visual effect in actual use and keep consistent with the visual image so that the most representative corporate image can be appropriately shaped for a coherent and consistent public perception.

SupportingGraphicsA
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