Corporate IdentIty

Guidelines & desiGns

Guidelines and design

desIgned by: gbrands CreatIve team

brand corporate identity

Gbrand-a member of

Whats

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

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Brand identity

Ideals

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Why

invest in Brand identity?

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meanIng Case-studIes

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

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vIet CapItal bank

contents

Table of

Corporate IdentIty

Guidelines & desiGns

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

WHATS

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 customers 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.

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WHy

INVEST IN BRAND IDENTITY?

Why invest in brand identity? The best identity programs embody and advance the companys brand by supporting the desired perceptions. The identity encompasses every tangible expression of the brand and becomes intrinsic to a companys culture-a constant reminder of its core values and its heritage. The mark is at the pinnacle of a branding pyramid; when the customer sees it, recognition fuels comfort and loyalty and sets the stage for a sale. A stellar identity demonstrates rather than declares a unique point of view, from the interface of a website to the design of a product to the clarity of a PowerPoint presentation. Design does make a difference. 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, from a business manager responsible for hiring a new accounting firm to an urban developer looking for an architect. Compelling brand identity presents any company, any size, anywhere with an immediately recognizable, distinc-

tive, professional image that positions it for success. An identity helps manage the perception of a company and differentiates it from its competitors. A smart system conveys respect for the customer and makes it easy to understand features and benefits. A new product design or a better environment can delight a customer and create loyalty. An effective identity encompasses elements such as a name that is easy to remember or a package design that wants to be owned.

one Firm one brand

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BRAND IDENTITYIDEALS
PRODuCTs ARe CReATeD In The fACTORY. BRAnDs ARe CReATeD In The mInD.

make it easy For the sales ForCe to sell Whether its the CeO of a global conglomerate communicating a new vision to the board, a first-time entrepreneur pitching to venture capital firms, or a financial advisor creating a need for investment products, everyone is selling. nonprofit organizations, whether fund-raising or soliciting new volunteers, are constantly selling as well. strategic brand identity works across diverse audiences and cultures to build an awareness and understanding of a company and its strengths. By making intelligence visible, effective identity seeks to clearly communicate a companys unique value proposition. The coherence of communications across various media- 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. make it easy to build brand equity The goal of all public companies is to increase shareholder value. A brand, or a companys reputation, is considered to be one of the most valuable company assets. small companies and non-profit organizations also need to build brand equity. Their future success is dependent on building public awareness, preserving their reputations, and upholding their value. A strong brand identity will help build brand equity

through increased recognition, awareness and customer loyalty, which in turn helps make a company more successful. managers who seize every opportunity to communicate their companys brand value and what the brand stands for sleep better at night. They are building brand equity. brand identity ideals Regardless of the size of a company or the nature of a business, there are certain ideals that characterize the best brand identities. They hold true whether the brand identity project is about launching an entrepreneurial venture, creating a new product or service, repositioning a brand, working on a merger, or creating a retail presence. an eFFeCtive brand identity Will: - Be bold, memorable, and appropriate - Be immediately recognizable - Provide a clear and consistent image of the company ideals - Communicate the companys personnel - Be legally protectable - have enduring value - Work well across media and scales

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Meaning

The best brands stand for something-a big idea, a strategic position, a defined set of values, a voice that stands apart. meaning inspires the creative process because it is an idea that is conveyed through a symbol, a word, or an action. Its the DnA of brand identity, where form is imbued with rationale and assigned deeper meaning. understanding what a mark represents accelerates recognition. A mark with relevant and aspirational meaning fosters employees pride.

nike was the goddess of victory.The logo, an abstraction of awe, designed by CarolynDavidson, was an appropriate and meaningful symbol for a company that marketed running shoes. 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.

The mercedes-Benz brandmark was originally designed to represent vehicles on land, at sea, and in the air. In 1909, the mark was registered as a three-point star, and six years later it was set in a circle. The mark has come to be synonymous with luxury, high performance, and excellence.

Cingulars brandmark, nicknamed Jack, stands for the pinnacle of individuality and freedom of human expression. It purports to help wireless usersmake their mark and adds a touch of humanity to an industry characterized by technological innovations and rate wars. Jack reminds us that our wireless needs come from our desire to communicate and express ourselves.

Case-studies

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VIET CAPITAL BANK

CORPORATE BRAND IDENTITY

a logo is the point oF entry to the brand. Brand colours communicate both brand positioning and brand personality. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided. vIeT CAPITAl BAnk Blue

Cmyk C: 100, m: 80, Y: 0, k: 30 vIeT CAPITAl BAnk ReD

rgb R: 0, g: 55, B: 123

Cmyk C: 0, m: 100, Y: 100, k: 20

rgb R: 196, g: 22, B: 28

Corporate IdentIty

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VIET CAPITAL BANK

CORPORATE IDENTITy faces

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VIET CAPITAL BANK

BUSINESS CARDS
business Cards are important. When you are looking for ways to promote a better image for your business or yourself in your chosen profession, dont overlook the merits of a simple two inch by three and a half inch piece of paper. Although the business card is small in size, 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, it is very important to have the right information on your business card.

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VIET CAPITAL BANK

STATIONARY

Corporate IdentIty

Guidelines & desiGns

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VIET CAPITAL BANK

ATM & SIGNBOARDS

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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. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided.

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FOREIGN TRADE UNIVERSITY (FTU)

BRAND colours

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FOREIGN TRADE UNIVERSITY (FTU)

UNIVERSITY IDENTITY TYPEFACES

Corporate typeFaCes Typography plays a major role in the identity system of foreign Trade university. The consistent and coordinated use of typefaces, together with other visual elements, e.g. the logo, symbol, colours and basic design concept, will establish a characteristic style for the university.

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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, dont overlook the merits of a simple two inch by three and a half inch piece of paper. Although the business card is small in size, 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.

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Guidelines & desiGns

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FOREIGN TRADE UNIVERSITY (FTU)

SIGNBOARDS

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FOREIGN TRADE UNIVERSITY (FTU)

POWERPOINT PRESENTATION

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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. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided.

Corporate IdentIty

Guidelines & desiGns

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TV (VTV) Ad

CORPORATe BRAND COLOURS

Corporate Colours Brand colours communicate both brand positioning and brand personality. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided.

tints sample Pantone tints percentage breakdown. primary Colours

Cmyk C: 0, m: 40, Y: 100, k: 0

rgb R: 250, g: 166, B: 26

primary Colours

Cmyk C: 0, m: 0, Y: 0, k: 50

rgb R: 147, g: 149, B: 152

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Guidelines & desiGns

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TV (VTV) Ad

CORPORATE IDENTITy faces

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Guidelines & desiGns

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TV (VTV) Ad

BUSINESS CARDS
business Cards are important. When you are looking for ways to promote a better image for your business or yourself in your chosen profession, dont overlook the merits of a simple two inch by three and a half inch piece of paper. Although the business card is small in size, 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.

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Guidelines & desiGns

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TV (VTV) Ad

letter head

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Guidelines & desiGns

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TV (VTV) Ad

STATIONARY

Corporate IdentIty

Guidelines & desiGns

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HAFIC (HANDICO FINANCE)

CORPORATE BRAND IDENTITY

a logo is the point oF entry to the brand. Brand colours communicate both brand positioning and brand personality. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided.

Cmyk C: 0, m: 100, Y: 100, k: 10

rgb R: 215, g: 25, B: 32

Cmyk C: 100, m: 70, Y: 20, k: 0

rgb R: 0, g: 91, B: 148

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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, dont overlook the merits of a simple two inch by three and a half inch piece of paper. Although the business card is small in size, 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.

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Guidelines & desiGns

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HAFIC (HANDICO FINANCE)

STATIONARY

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Guidelines & desiGns

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GELEX CORP.

CORPORATE BRAND IDENTITY

a logo is the point oF entry to the brand. Brand colours communicate both brand positioning and brand personality. To ensure accurate and consistent colour representation across all media, Pantone, 4-colour process, and Web-screen values have been provided.

Cmyk C: 0, m: 100, Y: 80, k: 0

rgb R: 237, g: 26, B: 59

Cmyk C: 0, m: 0, Y: 0, k: 30

rgb R: 188, g: 189, B: 92

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GELEX CORP.

BUSINESS CARDS
When you are looking for ways to promote a better image for your business or yourself in your chosen profession, dont overlook the merits of a simple two inch by three and a half inch piece of paper. Although the business card is small in size, 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.

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Guidelines & desiGns

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GELEX CORP.

STATIONARY

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

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