HKU LKS Faculty of Medicine Visual Identity Guidelines

HKU LKS Faculty of Medicine Visual Identity Guidelines

Version 1.3 ⁄ October 2020 | Designed by Toby Ng Design

HKU LKS Faculty of Medicine 02Visual Identity Guidelines

IntroductionSignatureDepartments / Schools / Centres / UnitsTypographyColour

030416

3842

Contents


Introduction The identity adopts a typographic approach, forming a clear visual brand for the HKU LKS Faculty of Medicine.

The primary logo is composed of three main elements: the HKU Shield, the ‘HKUMed’ abbreviation, and the Logotype.

The HKU Shield is essential in representing the longstanding legacy of the Faculty as the University’s premiere Faculty. The abbreviation of our Faculty name, ‘HKUMed’, facilitates a clear and concise brand recognition of the Faculty across its Departments / Schools / Centres / Units. Finally, all logotypes are rendered in a clean bold type, providing legibility in different sizes, hence increasing its versatility of use across different medias and platforms.


Signature Basic ElementsThe SignaturesSignature FormatsSignature ColoursMinimum ClearspaceMinimum SizesPositioningProgramme Lock-upIncorrect Usage

050607091011121315

LogotypeAcronym HKU Shield


Basic Elements The HKUMed signature is composed of three elements: the HKU Shield, the Acronym and the Logotype.

Primary

Secondary


The Signatures The primary signature is the HKU Shield with Acronym and Logotype is used only in the horizontal lock-up.

When the primary signature is not practical for your graphic requirements, a secondary signature can be used.The secondary signatures are the HKU Shield with Acronym or Acronym only, as shown the below.

x

4x

26.7x

x x


Primary Signature Format

To maintain HKUMed’s identity and integrity, the signature must always be used in its approved form and proportion.

The signature has been spaced for ease of legibility for use on various applications. It should never be re-created or modi�ed.

x

8x

10x


Secondary Signature Format

To maintain HKUMed’s identity and integrity, the signature must always be used in its approved form and proportion.

The signature has been spaced for ease of legibility for use on various applications. It should never be re-created or modi�ed.

BlackCMYK: 0/0/0/100Pantone BlackHEX: #000000RGB: 0/0/0

WhiteCMYK: 0/0/0/0–HEX: #ffffffRGB: 255/255/255

Primary Colour

Secondary Colour


Signature Colours To keep things as simple as possible the logo is only to be used in Black (when placed on a light-coloured background) or white (when placed on a dark-coloured background).

x

2x

2x

2x

2x

4mm

Standard clearspace

Clearspace for applicationswhich are 90mm x 55mm or smaller


Minimum Clearspace To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.

For certain applications such as name cards (90mm × 55mm) and other smaller applications the minimum clear space can be reduced to 4mm around the signature.

9mm

7mm

4mm


Minimum Sizes For print applications, do not use the Full Logo when it is smaller than 9mm in height. For usage of the Acronym, the height of the logo can be reduced to 4mm. Any further reduction would impair its legibility.

12mm

12mm

20mm

A5

A4

A3

8mm13mm

8mm

6mm6mm

10mm


Positioning The Full Logo should always be positioned in the top left-hand corner of applications.

For different sized applications, the Full Logo should be applied proportionally and the margin of top and left should be adjusted properly. Please refer to the measurements for common formats.

x

logo

x x

1 ⁄ 4 x

1 ⁄ 4 x


PartnershipsLock-up

Principle for creating partnerships’ lockup is shown as below. The size of the partners’ logo should always be placed within the height of gray area. The stroke used to separate the logos is a 0.5pt line.

x 3x 3x

logo logo

1 ⁄ 4 x

1 ⁄ 4 x


SponsorshipsLock-up

Principle for creating a sponsorships’ lockup shown as below. The size of the sponsors’ logo should always be placed within the height of gray area.

Do not distort Do not outline

Do not use Shield & Logotype only

Do not use Acronym & Logotype only

Do not add any colour

Do not rotate

Do not create an outline

Do not add drop shadow

Do not add gradient

Maintain legibility


Incorrect Usage Incorrect usage refers to any changes in colours, typefaces and proportions that deviate from the standard signature.

Please refer to the illustrated examples.

In the case where the intended media is double-sided (i.e. name card), and when the Shield and Acronym is clearly visible on one side of the media, only then may the Logotype be used individually on the other side of the media.


Departments / Schools / Centres / Units

Basic ElementsLogo ColoursExceptional Logo ColoursDepartments & Schools Logos Centres & Units LogosIncorrect Usage

171819202937

Departments / Schools / Centres / Units under HKUMedHKUMed


Basic Elements The logo of Departments / Schools / Centres / Units includes two parts: HKUMed’s Signatures and Departments / Schools / Centres / Units which are under HKUMed.


SilverCMYK: 0/0/0/50Pantone 877HEX: #8e9090RGB: 142/144/144


SilverCMYK: 0/0/0/50Pantone 877HEX: #8e9090RGB: 142/144/144


Logo Colours The signature may appear in: Pantone colours on a White background or as CMYK four colour process printing. Please refer to examples of Pantone and CMYK colours.




Exceptional Logo Colours

When the part of Departments / Schools / Centres / Units’ name can not be printed with Silver and the 50% Black colour can not maintain legibility, the single Black version and single White version could be used in exceptional cases.

Department of Anaesthesiology

School of Biomedical Sciences


Departments & SchoolsLogos

School of Chinese Medicine

Department of Clinical Oncology



Department of Diagnostic Radiology

Department of Family Medicine &Primary Care



Department of Medicine

Department of Microbiology



School of Nursing

Department of Obstetrics &Gynaecology



Department of Ophthalmology

Department of Orthopaedics &Traumatology



Department of Paediatrics &Adolescent Medicine

Department of Pathology



Department of Pharmacology & Pharmacy

Department of Psychiatry



School of Public Health

Department of Surgery



AIDS Institute

Bau Institute of Medical & Health Sciences Education


Centres & UnitsLogos

Centre for Medical Ethics and Law

Centre forPanorOmic Sciences



Centre for the Humanities and Medicine

Clinical Trials Centre



Research Centre of Heart, Brain, Hormone & Healthy Aging

Institute of Cardiovascular Science & Medicine



Centre forComparative Medicine Research

Medical Ethics &Humanities Unit



Jockey Club Institute of Cancer Care

Jockey Club Centre for Clinical Innovation and Discovery



Do not distort

Do not change the colours

Do not recreate

Do not outline

Do not add drop shadow

Do not add gradient

Maintain legibility

Do not rotate

Do not use Shield & Logotype only

Do not use Acronym & Logotype only


Incorrect Usage Incorrect usage refers to any changes in colours, typefaces and proportions that deviate from the standard signature.

Please refer to the illustrated examples.

In the case where the intended media is double-sided (i.e. name card), and when the Shield and Acronym is clearly visible on one side of the media, only then may the Logotype be used individually on the other side of the media.


Typography English TypefaceChinese TypefaceExceptional Typeface

394041

Helvetica Neue

Helvetica Neue Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890£&@?!/+(.,:;)

Helvetica Neue Medium


Helvetica Neue Regular


Helvetica Neue Light



English Typeface The English typeface is Helvetica Neue. It is one of the integral components for all HKUMed speci�c branding. The variety of thickness within the Helvetica Neue family provides a good range of expression for the identity.

The weight which HKUMed’s identity will most commonly use is Helvetica Neue Medium.

華康儷黑華康儷粗黑

香港大學李嘉誠醫學院是香港最早成立的醫學院，

逾百年歷史，坐落於香港港島薄扶林。

華康儷中黑



華康儷細黑




Chinese Typeface The Chinese typeface is DynaLab LiHei, a clear and neutral type style that matches with Helvetica Neue.

The weight which HKUMed will most commonly use is DFLiHeiHK W5.

思源粗黑體

香港大學李嘉誠醫學院是香港最早成立的醫學院，逾百年歷史，坐落於香港港島薄扶林。

Arial Bold 思源黑體

思源黑體

香港大學李嘉誠醫學院是香港最早成立的醫學院，逾百年歷史，坐落於香港港島薄扶林。

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890£&@?!/+(.,:;)

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890£&@?!/+(.,:;)


Exceptional Typeface Where a user does not have the Helvetica Neue or DynaLab LiHei typeface family installed on their computer, Arial or Noto Sans may be used instead.

All users may use Arial or Noto Sans for standard internal needs such as Word documents, Excel sheets, PowerPoint or Keynote slides and all email applications.


Colour Primary Colour Palette Secondary Colour Palette Colour Usage

434445



SilverCMYK: 0/0/0/50Pantone 877 CHEX: #8e9090RGB: 142/144/144


Primary Colour Palette

The primary colours for all Departments / Schools / Centres / Units under HKUMed communication materials are black, white, silver and grey tones.

CMYK: 100/45/65/40Pantone 329CHEX: #004e4aRGB: 0/78/74

CMYK: 65/0/35/0Pantone 3255CHEX: #49c0b6RGB: 73/192/182

CMYK: 100/85/0/20Pantone 286CHEX: #123985RGB: 18/57/133

CMYK: 80/0/5/0Pantone 306CHEX: #00b1ebRGB: 0/177/235

CMYK: 10/100/90/45Pantone 1945CHEX: #880815RGB: 136/8/21

CMYK: 0/65/100/0Pantone 1645CHEX: #f47920RGB: 244/121/32


Secondary Colour Palette

The secondary colours are never applied to any part of the logo including the HKU Shield, the Acronym and Logotype. The secondary colours should only be used as highlight or background colours. The range of secondary colours has been chosen for �exibility; these colours are not assigned to particular Departments / Schools / Centres / Units.

10% Black

20% Black

30% Black

40% Black

50% Black

60% Black

70% Black

80% Black

90% Black

100% Black

HKU LKS Faculty of Medicine Visual Identity GuidelinesHKU LKS Faculty of Medicine 43Visual Identity Guidelines

Colour Usage For Black or Grey background that is darker than a 50% tint of black, reverse white should be used for the logo. Please also reference the chart below for the signature used on various coloured backgrounds.

Download Logos: www.med.hku.hk/hkumedbrandIf you have any further enquiries regarding the usage of the HKUMed brand, please email [email protected].

HKU LKS Faculty of Medicine Visual Identity Guidelines

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