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Hong Kong Baptist University Corporate Identity Manual
Contents 1. Foreword 2. University Emblem and University Logo:
General principles
2.1 University Emblem 2.2 University Logo
3. University Emblem 3.1 Standard version 3.2 Single-colour
versions 3.3 Exclusion zone 3.4 Minimum size 3.5 Examples of
incorrect usage
4. University Logo 4.1 Standard versions 4.2 Single-colour
versions 4.3 Exclusion zone 4.4 Minimum size 4.5 University Logo as
a design element 4.6 Examples of incorrect usage
5. Tagging University Logo with identity of an HKBU Unit 5.1
Lock-up of University Logo and secondary logo 5.2 Lock-up of
University Logo and name of a Unit 5.3 Lock-up without University
Logo 5.4 No lock-up
6. Applications 6.1 Letterhead
6.1.1 Standard version 6.1.2 Adding secondary logo
6.2 Envelopes 6.2.1 Standard version 6.2.2 With name of a
Unit
6.3 Compliments slip 6.4 Name card
6.4.1 General principles 6.4.2 Standard version 6.4.3 Long-text
version 6.4.4 With secondary logo
6.5 Powerpoint 7. Enquiries and Approval for Deviation Annex 1:
Positions for Titles/Names on Letterhead
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1. Foreword
Presenting the HKBU identity consistently and correctly is an
effective means to strengthen the University image. The University
management has thus been issuing and updating various guidelines on
the usage of the University Emblem and the University Logo as well
as their applications since March 2007. The HKBU Corporate Identity
Manual was developed to provide the University community and their
vendors clear guidelines on the usage of the University Emblem and
the University Logo as well as their applications. The guidelines
in this Manual have to be followed by the University community and
their vendors when the University Emblem and/or University Logo
are/is used. Any non-compliance requires the prior approval of the
Vice-President (Administration) and Secretary via the Director of
Communication and Public Relations. 2. University Emblem and
University Logo: General principles
2.1 University Emblem
The Emblem, adopted in 1957 and modernised in 1994 when Hong
Kong Baptist University acquired university status, comprises three
pictorial elements. The book symbolises the unique quality of the
Universitys educational philosophy that involves training the mind,
body and spirit Whole Person Education. The waves are symbolic of
Hong Kongs geographic nature as well as the Universitys unceasing
pursuit of excellence. The interlocking border illustrates the
linkage of kindred spirits, reflecting HKBUs Christian heritage and
international relationships. The University Emblem is an official
symbol of the University and should be used for formal and official
occasions, University-level ceremonial activities and publications
such as:
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University seal and flag Exterior walls of buildings Academic
certificates/diplomas/transcript Academic journals/papers Contracts
for staff appointment Founders' Day Service/Reception Convocation
and Honorary University Fellowship Conferment Ceremony Commencement
and Honorary Doctorate Conferment Ceremony Baccalaureate
Service
Important: Departments/Offices which intend to use the
University Emblem on occasions, ceremonial activities and
publications other than those listed above must seek the prior
approval of the Vice-President (Administration) and Secretary via
the Director of Communication and Public Relations. 2.2 University
Logo
The Logo is derived from elements of the Emblem and embodies the
book and water motifs. The acronym BU coupled with the outlined
book resemble the Chinese characters of welcome () and progress ()
conceptualising the merging of Eastern and Western cultures. The
book in the Logo symbolises knowledge and is also a reminder of the
Christian heritage of the University. As in the Emblem, the water
motif undergirds the Logo reflecting Hong Kongs geographic nature
as well as the Universitys unending vigilance for quality. The
University Logo is designed to help promote the image of the
University, and should be used for publicity and promotional
purposes, examples of which are as follows:
Stationery (letterhead, envelope, compliments slip, facsimile
cover sheet, etc) Name cards Promotional items (leaflet, pamphlet
and posters etc)
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Regular publications (HKBU Horizons, On Campus, newsletters of
Faculty/School/ Department/Centre/Office etc)
Corporate collaterals (annual report, corporate brochures etc)
Uniforms (department T-shirts and jackets etc) Award certificates
and trophies Event items (name tags, backdrops, signage, T-shirts,
souvenir flags and items etc) University facilities and signage
(lecterns, entrance doors etc)
Important: The University Logo should primarily be used together
with the names (Chinese and English) of the University (the
official version, see Section 4.1 below; other acceptable formats
are listed in the same Section). Please note that the proportion of
each element of the Logo must be adhered to. 3. University Emblem
The University Emblem is an official symbol of the University and
should be used for formal and official occasions, University-level
ceremonial activities and academic journals/papers. Please also
refer to section 2.1 on the general principles. 3.1 Standard
version
Official Version (GAO reference:
PC001C,
MAC001C)
Spot Colour: Blue: Pantone 287 Gold: Pantone 872 Process Colour:
Blue: 100C 69M 0Y 11K Gold: 18C 30M 56Y 11K RGB Value: Blue: R: 0
G: 72 B: 152 Gold: R: 216 G: 183 B: 122
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3.2 Single-colour versions
Basic version (GAO reference:
PC001B,
MAC001B)
The Emblem should be in solid black or blue for single-colour
printing. Black: Pantone black Blue: Pantone 287
Embossing and Hotstamping
The Emblem can be applied in embossing or hot stamping formats.
Colours acceptable for hotstamping: Blue Gold Silver
White-edged version in grey tone application (GAO reference:
PC001W,
MAC001W)
.
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White-edged version in full-colour application
An optional white edge can be applied to the Emblem when it is
on a colour background.
3.3 Exclusion zone
There is a minimum space around the University Emblem that must
be left clear. This space is referred to as the exclusion zone
X.
Exclusion zone must be observed, except in special, pre-approved
circumstances. The exclusion zone around the Emblem is the width of
a page of the book in the Emblem.
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3.4 Minimum size
A minimum size of the University Emblem is to be observed to
ensure the details are legible.
The height of the Emblem should not be less than 1.5cm.
3.5 Examples of incorrect usage For easy reference regarding the
applications, below are some examples of incorrect usage of the
Emblem. Please note that the list of examples is not
exhaustive.
The Emblem should never be reversed white on any application,
instead, a white edge should be applied.
Never apply special effects on the Emblem.
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4. University Logo The University Logo is designed to help
promote the image of the University, and should be used for
publicity and promotional purposes. Please also refer to section
2.2 on the general principles. 4.1 Standard versions
Official version (GAO reference:
PC011C, MAC011C)
Spot Colour: Blue: Pantone 287 Process Colour: Blue: 100C 69M 0Y
11K RGB Value: Blue: R: 0 G: 72 B: 152
Horizontal in English only (GAO reference:
PC004C, MAC004C)
Horizontal in Chinese only (GAO reference:
PC008C, MAC008C)
Vertical in two languages (GAO reference:
PC012C, MAC012C)
Vertical in English only (GAO reference:
PC007C, MAC007C)
Vertical in Chinese only (GAO reference:
PC010C, MAC010C)
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Visual Identity only (GAO reference: PC003C, MAC003C)
4.2 Single-colour versions
Official version (GAO reference:
PC011C, MAC011C)
Spot Colour: Pantone 287
Single-colour version (Black) (GAO reference:
PC011B, MAC011B)
Spot Colour: Pantone Black Process Colour: 0C 0M 0Y 100K
Reversed-white version (GAO reference:
PC011W, MAC011W)
Embossing and Hotstamping
The Logo/visual identity can be applied in embossing or hot
stamping formats. Colours acceptable for hotstamping: Blue Gold
Silver
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4.3 Exclusion zone
There is a minimum space around the University Logo that must be
left clear. This space is referred to as the exclusion zone X.
Clear space requirements must be observed, except in special,
pre-approved circumstances. The exclusion zone around the Logo is
the width of the right hand side page of the book including the
tail of the Logo.
4.4. Minimum size
A minimum size of the University Logo is to be observed to
ensure the details are legible.
(horizontal version)
(vertical version)
(visual identity only)
For horizontal version, the width of the Logo should not be less
than 2.75cm in length. For vertical version, the width of the Logo
should not be less than 2.2cm in length. If the visual identity is
used alone, the height should not be less than 6mm.
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4.5 University Logo as a design element
The University Logo or the visual identity alone can appear in a
pattern to form a design application.
There is a minimum distance for both horizontal and vertical
repeats, which equals to the width of the visual identity.
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4.6 Examples of incorrect usage
For easy reference regarding the applications, below are some
examples of incorrect usage of the Logo. Please note that the list
of examples is not exhaustive.
Never create an outline around the Logo.
Never render centre part of the Logo in any colour.
Never apply special effects to the Logo.
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5. Tagging University Logo with identity of an HKBU Unit 5.1
Lock-up of University Logo and secondary logo
When the University Logo is displayed with a logo of an HKBU
Unit or programme, the University Logo should be of the same
prominence as, if not more prominent than, the other logo. The size
of the University Logo should match that of the other logo, if not
bigger. Do not allow other logos to overshadow the University Logo.
The University Logo is usually placed on the left hand side with
the other logo on the right; or on the top with the other logo at
the bottom. If full colour is employed on the other logo, the
University Logo should also be in full colour. The exclusion zone
requirement also applies.
5.2 Lock-up of University logo and name of a Unit In cases when
only one space for logo is available and if the HKBU Unit wishes to
include the University identity, the name of the HKBU Unit is to be
placed under the horizontal line as the below examples. Please note
the typeface to be used and the font size should be at least 10%
smaller than the name of the University.
University Logo with logo of an HKBU Unit or programme
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University Logo with name of an HKBU Unit
(Full version)
(English only version)
(Chinese only version)
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Please be aware that the name of the Unit should not be locked
up with the Universitys logo only (i.e. without the name of the
University) in whatever format. Below are some examples of
incorrect usage. Please note that the list of examples is not
exhaustive.
5.3 Lock-up without University Logo In cases when no logo is
preferred, the lock-up of the University name and that of the HKBU
Unit should be in text only. Whether the lock-up is in one line or
separated into two depends on the actual application. In any case,
the name of the University should not be separated into two lines.
Here are some examples of application. (full version)
(English only version)
(Chinese only version)
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5.4 No lock-up In cases an HKBU Unit prefers to highlight only
its own logo and/or name, please note that the University Logo or
any part or element of the University Logo should not be included.
However, this option only applies to promotional material but not
to standard stationery items such as name cards, letterhead,
envelopes and compliments slips. 6. Applications 6.1 Letterhead
This section covers letterheads bearing the University Logo. 6.1.1
Standard version
The University Logo is placed on the top left corner while
information on Faculty/School/Academy, University-wide
Centres/Units and Academic Consortium, and Office/Department/Unit
is placed on the top right corner. The titles of P/VC and VPs,
Faculty/School/Academy, University-wide Centres/Units and Academic
Consortium, and Administrative Office are to be placed above a line
that extends from the University Logo to the right hand side of the
letterhead. A list of these titles/names is shown in Annex I.
Department/Division/Centre/Course/Team and the name and title of
individual personnel, honorary and academic titles (if applicable)
are to be placed below the line. All telephone numbers, fax
numbers, email addresses and website addresses are to be placed at
the bottom of the letterhead. Users can customise their telephone
and fax numbers, email address and website on the letterhead, the
address will show the general University address, i.e. Kowloon
Tong, Hong Kong. Please refer to the templates for details.
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Template of standard letterhead Paper: 100% recycled paper;
about 80gsm Colour: Pantone 287
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6.1.2 Adding secondary logo Faculty/School/Academy and the Hong
Kong Baptist University Foundation can add its logo (if any) on the
letterhead. The said logo is to be placed on the bottom left
corner. No logo of department/office/unit/programme should be
included in the letterhead.
Template of letterhead with logo of Faculty/ School/ Academy
Paper: 100% recycled paper; about 80gsm Colour: Pantone 287
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6.2 Envelopes This section covers envelopes, in whatever format,
bearing the University Logo. 6.2.1 Standard version
The University Logo is placed on the top left corner. Carried on
the tongue of the envelope, the standard address is Kowloon Tong,
Hong Kong. Those for Shek Mun campus or Kai Tak campus can choose
to use the campus address instead.
Template of standard envelope Paper: 100% recycled paper; about
100gsm Colour: Pantone 287
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6.2.2 With name of a Unit
The name of Faculty/School/Academy/Offices/Units can be added on
the envelope. Please refer to the template below.
Template of envelope with name of a unit Paper: 100% recycled
paper; about 100gsm Colour: Pantone 287
6.3 Compliments slips The template of a compliments slip is as
below:
Template a compliments slip Paper: 100% recycled paper; about
100gsm Colour: Pantone 287
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6.4 Name card As a means to enhance the Universitys image, SECO
tasked a working group to develop a new name card in 2012. The new
name card, which incorporates the University slogan
ExcellenceInnovationWhole Person Education () [with the Chinese
calligraphy by Professor Jao Tsung-i ()], was endorsed by SECO at
its meeting on 28 June 2012 for immediate implementation. Printing
of name cards should be done via the Printing Section of the
General Administration Office. 6.4.1 General principles
Specifications including size of card, font type and size,
spacing, should be adhered to.
The name card should bear the website of the University
(www.hkbu.edu.hk) or an HKBU-related website.
Name cards are for staff members of the University.
Research postgraduate students can apply for printing name cards
for the purpose of attending academic conferences. Application
should be made via the respective budget account holder with the
endorsement of the students supervisor.
Users who do not have a name in Chinese can have the option of
printing a single-sided English version.
Users in visiting capacity should not include their job titles
in their home countries.
To keep a consistent University image and to protect the
environment, name cards should not be embossed or laminated.
For extraordinarily urgent order by digital laser printing, it
is encouraged to keep the quantity to a minimum.
Name cards which bear partner logos (e.g. Hospital Authority) or
with a special purpose (e.g. for Mainland recruitment) can continue
with the special format currently in use. Should users wish to swop
to the new format, the guidelines of the new name card must be
complied with.
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6.4.2 Standard version
Standard version Paper: recycled paper, about 300gsm
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With name of Faculty/Office highlighted
No Faculty/ Office name highlighted
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6.4.3 Long-text version
For longer list of titles or customised address The fax number
can be taken out or grouped on the same line with telephone number
to accommodate a long text list. Users who wish to include a longer
list of titles which the current format cannot accommodate should
consider printing two separate name cards.
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6.4.4 With secondary logo
Only HKBU companies which hold separate legal entities are
eligible for adding a secondary logo on the name card. As approved
in the past SECO meetings, the logo of the School of Continuing
Education and the Institute for the Advancement of Chinese Medicine
(IACM) Ltd. can be included in the HKBU name card. The decision has
been enforced since then with the former name card format. Those
setups which are directly under HKBU (e.g. Academic Community Hall,
Hong Kong Chinese Medicine Authentication Centre) should only use
HKBU logo.
With a secondary logo
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6.5 Powerpoint A Powerpoint template has been developed to
ensure consistency and to reinforce the HKBU identity. Users are
encouraged to use this template for internal and external
presentations.
Powerpoint for presentation purpose A softcopy of the template
is obtainable from CPRO.
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7. Enquiries and Approval for Deviation To strengthen the image
and the identity of the University, the Corporate Identity Manual,
which governs the usage of the University Emblem and the University
Logo as well as their applications, must be adhered to. Any
deviation requires the prior approval of the Vice-President
(Administration) and Secretary via the Director of Communication
and Public Relations. Application for deviation should be sent by
email ([email protected]) to Ms. Rowena Li, Director of
Communication and Public Relations. For enquiries on the usage of
the University Emblem and the University Logo or to obtain an
electronic file, please contact: (1) Ms Maria Tang, Communications
Manager of the Communication and Public Relations
Office at ext. 5264 or email to [email protected], or
(2) Mr. Danny Chow, Head of Printing Section, General
Administration Office, at ext. 5025 or via email to
[email protected].
Updated by CPRO in January 2015
mailto:[email protected]:[email protected]:[email protected]
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(Annex I)
Hong Kong Baptist University Corporate Identity Manual
Positions for Titles/Names on Letterhead
(Disseminated in March 2007; updated by CPRO in January
2015)
Below are positions and Faculties/Schools/Academy/Offices/Units
whose name should be placed above the Blue line on the University
letterhead: President and Vice-Presidents 1. President and
Vice-Chancellor 2. Vice-President (Academic) 3. Vice-President
(Research and Development) 4. Vice-President (Administration) and
Secretary 5. Associate Vice-President Faculty/School/Academy 1.
Faculty of Arts 2. School of Business 3. School of Chinese Medicine
4. School of Communication 5. School of Continuing Education 6.
Faculty of Science 7. Faculty of Social Sciences 8. Academy of
Visual Arts 9. Graduate School University-wide Centres/Units and
Academic Consortium 1. College of International Education 2. David
C Lam Institute for East-West Studies 3. European Union Academic
Programme 4. Hong Kong Baptist University Foundation 5. HKBU-UIC
Joint Institute of Research Studies 6. Institute of Creativity 7.
Jao Tsung-I Academy of Sinology 8. Mr Simon Suen ad Mrs Mary Suen
Sino-Humanitas Institute 9. Sino-Forest Applied Research Centre for
Pearl River Delta Environment
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Administrative Offices 1. Academic Registry 2. Alumni Affairs
Office 3. Chaplains Office 4. Centre for Holistic Teaching and
Learning 5. Communication and Public Relations Office 6. Estates
Office 7. Finance Office 8. General Administration Office 9.
General Education Office 10. Office of Information Technology 11.
Internal Audit Office 12. International Office 13. Knowledge
Transfer Office 14. Library 15. Personnel Office 16. Office of
Student Affairs 17. University Advancement Office
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