B R A N D G U I D E L I N E S
February, 2003
P O S I T I O N I N G A N D P L A T F O R M
Hong Kong is where opportunity, creativity and entrepreneurship converge. It is a dynamic physical and cultural hub with world-class infrastructure, Asia's most strategic location and a global network of people with an impressive record of success that can support achievement of your goals and objectives.
The core values underpin Hong Kong's positioning as Asia's world city: Progressive, Free, Stable, Opportunity, and High Quality.
The guidelines will help you reproduce the Hong Kong identity with care, precision and consistency.
They incorporate the design features of the Brand. They also include detailed information on colour, size and how to and how not to u the Brand. They can be found on the following website: v.hk.
The guidelines are to assist you in drafting designs in the most correct manner.
Approval is still required from the BrandHK Management Office for the u of the Brand in the first instance, and for the final design.
Plea read this entire document before starting any work that displays the Brand.
The updated policy guidelines with regard to the u of the Brand are t out below.The Us
As the official corporate identity of the Special Administrative Region, Brand Hong Kong is:
• A vehicle for promoting Hong Kong generally, and overas;
• A ‘location’ brand identifying Hong Kong with Hong Kong related events and organisations.
The basic policies relating to the Brand are:• It is not intended to replace the logos or identity of other organisations, including government departments.
• It is an umbrella brand meant to co-exist with other logos, of government as well as non-government organisations, in a co-branding situation.
• It cannot be altered, taken over by or incorporated into the logos of other organisations.
• The Primary Signature with brandline should be ud in English or Chine. The bilingual version should be ud only where this is necessary (e page 8).• The Brand should not appear equal in size or weight on the same application as the HKSAR Regional Emblem.
The HKSAR Regional Emblem should be the most dominant and the Brand should appear as an endorment.The Guidelines
Brand Hong Kong is intended for long term u. In order to protect its identity, and to achieve recognition and
acceptance of the Brand, it must be ud consistently.
The Brand is not simply a design feature, to be changed for creative or other reasons. And, it is not something to be simply added to a completed design. It should be considered an integral part of a design from the outt, and be ud in a proper manner. There is already flexibility in the specifications to allow it to be ud in different situations.
Brand Hong Kong has come a long way since it was launched at the Fortune Global Forum on 10 May 2001. More than a logo, Brand Hong Kong reprents Hong Kong, its characteristics and its core values – Progressive, Free, Stable, Opportunity and High Quality. It compris a stylid dragon, a logotype “Hong Kong” and the brandline “Asia’s world city”, underscoring Hong Kong’s position as an international hub for business, arts and culture. All three elements of the Brand should be ud together as much as possible.
To maintain its identity and integrity,
Brand Hong Kong must be ud according to certain specifications. Each u of the Brand requires the prior approval of the BrandHK Management Office (e page 1).
Guidelines for u of BrandHK
Contents
Approval for Usage
Signature Elements Primary Signature
Primary Signature without Brandline Secondary Signature Dragon Symbol Primary Signature
Acceptable Versions of Signature Minimum Clear Space Signature Sizes
Signature Colours
Primary Colour Palette
Primary Background Colours
The Best Signature Colour Usage Unacceptable Usage
Secondary Colour Palette Supergraphic English Typeface Chine Typeface Design Style A Design Style B Design Style C
Signature Placement Ongoing Programme Transport Bunting
12 - 3456789
10 -1112131415
16 - 1718 - 2021
22 - 24
252627282930313233Basic Elements
Permission Required Fonts Design Styles
Brand Hong Kong is protected by
copyright and prior approval is required for it to be ud. Final designs are also
subject to approval. The process is simple and no forms are required. Approval for one ca or design does not imply general approval for the u of the Brand in other applications or situations, n
o matter how similar they might be. Each propod u of the Brand must be submitted for
parate approval. Just email or write to the address below with full details of your request. Enquiries should also be directed to the same email address:E-mail: v.hk Fax: (852) 2598 7482Tel: (852) 2842 8849
BrandHK Management Office Information Services Department 4/F , Murray Building Garden Road, Central Hong Kong
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