Transcription
Corporate Identity Basic Guidline
Thailand Creative & Design CenterCorporate Identity Basic GuidlineCORPORATE IDENTITYAPPLICATIONS1.1IDENTITY ELEMENTS1.1.1 Developed Logo1.1.2 Official Signature1.1.3 Consumer Signature1.1.4 Single-line Version2.11.2LOGO MINIMUM SIZE1.3CLEAR SPACE SPECIFICATIONS1.3.1 Minimum area of clear space1.3.2 Preferred area of clear spaceSTATIONERY SYSTEM2.1.1 Business Card2.1.2 Letterhead2.1.3 Envelope A42.1.4 Envelope A52.1.5 Envelope Standard2.1.6 Memo A5- Full color- One color2.1.7 Folder2.1.8 Rubber stamp1.4LOGO COLOR1.4.1 Official Signature1.4.2 Consumer Signature2.2CARDS2.2.1 Access Card2.2.2 ID Card1.5LOGO USAGE1.5.1 Proportion and Composition1.5.2 Position and Style1.5.3 Background2.3PACKAGING2.3.1 Shopping Bags1.6CORPORATE COLOR1.6.1 Official Signature1.6.2 Consumer Signature1.6.3 Color combination Samples1.7CORPORATE TYPEFACES1.7.1 English Fonts1.7.2 Thai Fonts1.7.3 Electronic Communications1.8GRAPHIC PROPERTIES
CORPORATE IDENTITY1.1IDENTITY ELEMENTS1.1.1 Developed Logo1.1.2 Official Signature1.1.3 Consumer Signature1.1.4 Single-line Version1.2LOGO MINIMUM SIZE1.3CLEAR SPACE SPECIFICATIONS1.3.1 Minimum area of clear space1.3.2 Preferred area of clear space1.4LOGO COLOR1.4.1 Official Signature1.4.2 Consumer Signature1.5LOGO USAGE1.5.1 Proportion and Composition1.5.2 Position and Style1.5.3 Background1.6CORPORATE COLOR1.6.1 Official Signature1.6.2 Consumer Signature1.7CORPORATE TYPEFACES1.7.1 English Fonts1.7.2 Thai Fonts1.7.3 Electronic Communications1.8GRAPHIC PROPERTIES
1.1IDENTITY ELEMENTS
IDENTITY ELEMENTSCONCEPTThe logo is a key element in our visual identity.The TCDC logo has been developed speciallyto promote strategic information and its useand to reinforce our brand and image. The logofeatures the prominent use of a “Khanom”.1.1.1DEVELOPED LOGOKhanom is a name given to countless sweet or savory Thai “dumplings”, imaginatively “invented”and made for generations by hand, from locally found ingredients. Khanom comes in hundreds ofshapes, styles and flavors and is made from a myriad of ingredients. It is a strong and simple iconrelating our Thai value creation to the natural use of raw materials.The Thailand Creative & Design Center has adopted the Khanom as its symbol because it succinctlydescribes the goals of the organization. That is, “ To develop and promote human imaginationand creativity to create new products of usefulness, beauty and value by utilizing inherentskills and local resources.”
IDENTITY ELEMENTS1.1.1.a LOGO FUNCTION1.1.1 DEVELOPED LOGOThe main function of the logo is to identify and builda brand of TCDC. The logo also contributes greatlyto the public's awareness of the Thailand Creative andDesign Center. That is to say, the logo must alwaysbe portrayed consistently. Use the logo with respectand creativity - the following corporate identity guidelines will show you how to make use of it.This identity lies at the heart of our marketing efforts, informing people that TCDC stands for ThailandCreative & DesignCenter. It is the primary visual expression of character and attitude of our organization.This identity will be applied in two different signature versions:Official SignatureConsumer Signature
IDENTITY ELEMENTSThe first signature comprises two elements: theabbreviation ‘TCDC’ and the image of Khanom.The proportion between the two elements shouldnever be altered in any way.1.1.2OFFICIAL SIGNATURE5.0X3.5X13XXApplications for Official SignatureBusiness Card, Letterhead, Envelope, etc( see Stationery System 2.1 )
IDENTITY ELEMENTSConsumer signature also comprises two elements:the abbreviation ‘TCDC’ and the graphic illustrationof Kanom form. The proportion between the twoelements should never be altered in any way.1.1.3 CONSUMER SIGNATURE5.0X3.5X13XXApplications for Consumer SignatureMember card, ticket, shopping bag, ID cardpublications, collateral materials.( see Applications 2.1 )
IDENTITY ELEMENTSThe second signature is the strapline of our full name‘Thailand Creative & Design Center’ in our corporatefont - Avenir Heavy. This version is applied in theinitial branding stage.The proportion between the elements should neverbe altered in any way.1.1.4 SINGLE-LINE VERSIONAvenir HeavyLetter Spacing 25Thailand Creative & Design Center
1.2LOGO MINIMUM SIZE
LOGO MINIMUM SIZEThis page shows the minimum size of logo that isallowed. In exceptional circumstances where thelogo needs to be reproduced smaller than theminimum, you should run reproduction tests toensure that legibility will not be compromised.1.2LOGO MINIMUM SIZEOfficial Signature15mmConsumer Signature15mmThailand Creative & Design CenterAvenir HeavySize 5 ptTracking 25Single-line Version
1.3CLEAR SPACESPECIFICATIONS
CLEAR SPACE SPECIFICATIONSTo ensure that the logo will be seen clearly at alltimes and retain a powerful visual impact, it shouldnot be obscured by any other visual elements suchas types and images. It therefore needs to be placedinside an area of blank or white space to maintainmaximum impact. If possible, even more spaceshould be left around the logo.1.3.1 MINIMUM AREA OF CLEAR SPACE3.5 X5.0X3.5X13XXMinimum area of clear space is determinedby the height of TCDC alphabet.T-height
CLEAR SPACE SPECIFICATIONSThe preferred area of clear space that shown belowis determined by the height of TCDC alphabet. Ifpossible, more space should be left around.More clear space around the TCDC logo will help itslegibility and enhance its visual impact.1.3.2 PREFERRED AREA OF CLEAR SPACE7.0 X5.0X3.5X13XPreferred area of clear spaceX
1.4LOGO COLOR
LOGO COLOR USAGEThe full-color TCDC logo is the official version. Use itappropriately with any media and content. It can beproduced in either special color ( from Pantone., Inc )or in the four-color printing process.1.4.1.a CMYK 1 PANTONE VERSIONThis version of the logo may be used on officialpublications and materials. For example, TCDCstationery, TCDC annual report.1.4.1 OFFICIAL SIGNATURE [ A ]Pantone 432 CCMYK
LOGO COLOR USAGE1.4.1.b CMYK VERSION1.4.1 OFFICIAL SIGNATURE [ B ]BLK 80 %This version of the logo may be used on four-colorprinting publications.CMYK
LOGO COLOR USAGE1.4.1.c GRAYSCALE VERSION1.4.1 OFFICIAL SIGNATURE [ C ]BLK 80 %This version of the logo may be used on black & whitepublications, as long as it remains clearly visible.GRAY TONE
LOGO COLOR USAGE1.4.2.a ANY COLOR VERSIONThe consumer signature can be ANY COLOR aslong as its color combinations can establish andstrengthen the TCDC visual impact ( see the sampleat Corporate Color 1.6.2 ).1.4.2 CONSUMER SIGNATURE [ A ]This version of the logo may be used on non-premiumpublications and materials, for example, shoppingbag, folder, access card.ANY COLOR
LOGO COLOR USAGE1.4.2.b BLACK AND WHITE VERSION1.4.2 CONSUMER SIGNATURE [ B ]This version of the logo may be used in specific casessuch as the use on color background, the use forrubber stamp,Powerpoint presentation, etc.BLK 100 %REVERSE VERSIONThe one-color reversed black version can be used onblack and white layouts where color is not available.It is suitable for using on a black background.
1.5LOGO USAGE
LOGO USAGEThis section focuses on the incorrect logo usage.It is separated into 3 main styles : proportion &composition, position & style, and background.Our logo is the most important visual statement.It is essential not to alter in any case.1.5.1PROPORTION & COMPOSITIONDon’tsTHAILAND CREATIVE AND DESIGN CENTERDo not put the strapline of full nameunder the logo.Do not alter the size of any ofthe elements in the signature.Lorem ipsum adore ler amet,sinar der kaluro. See diambe to ritakene yasu tincdennaricsik sepoit kunta yinseePotier vebensi unna simiterDo not invade the clear space of thesignature.Do not alter the composition of anyof the elements in the signature.
LOGO USAGE1.5.2POSITON & STYLEDon’tsTCDCDo not put the signature at an angle.Do not reset the logotype.TCDCDo not create or reset an outlineversion of the logo type.Do not create an outline version ofthe signature.
LOGO USAGEHere is a summary of dos and don’ts when usingofficial and consumer signature on variousbackgrounds.1.5.3.a OFFICIAL SIGNATUEREWhen this signature is put on an image, the logoshould remain in preferred white space (see 1.3.2 )1.5.3BACKGROUND [ A ]The logo works best on white and very light colorbackground. It must never appear on gradient ormulti-colored texture backgrounds or over images(unless surrounded by blank space, as shown)DosDon’tsPlace the logo with white spa.ce onany images.Don’t put the logo on any images.Place the logo with white space ondark backgroun.d.Don’t put the logo on dark background.Put the logo on very light background.Don’t put the logo on gradient ormulti-color texture background.
LOGO USAGE1.5.3.b. CONSUMER SIGNATUREThis signature is more flexible with different backgrounds. It can be applied either on image or darkbackground as long as it is not interfered.1.5.3BACKGROUND [ B ]It must never appear on gradient or multi-coloredtexture backgrounds. Use the color chart ( see 1.4.2 )as a guide for the color combination between logoand background.DosDon’tPlace the logo on any images.Do not apply the logo color that issimilar to the tone of the image.The logo should be distinguishable fromthe background.Do not apply the logo color that issimilar to the background color.Put the logo on one-color background.Do not put the logo on gradient background.
1.6CORPORATE COLOR
CORPORATE COLORFor our visual identity system to be easily recognizedand maintain a strong image, its use of colours shouldbe consistent and specific. We will use variations ofour TCDC green and grey, along with black, whiteand red to establish a pronounced ‘mood and tone’for our communications.1.6.1 OFFICIAL COLORS [ A ]CMYK232077Pantone 432 CIndex:#333333CMYKIndex:CMYKCMYK65010042Pantone 364CIndex:#3366000000#FFFFFF13010033Pantone 391 CIndex:#9999000100814Pantone 186 CIndex:#FF0000CMYK1.6.1.a PRIMARY COLORSCMYKIndex:000100#0000000
CORPORATE COLOR1.6.1.b SECONDARY COLORS1.6.1 OFFICIAL COLORS [ B ]CMYKIndex:00080#333333CMYK200850Pantone 389CIndex:#CCFF33CMYKThe secondary colors set helps in expanding colorvariations on our corporate design materials.001000Pantone Process Yellow tone 144 CIndex:#FF6600CMYK1222430Pantone 466 CIndex:#999900CMYKIndex:00020#CCCCCC
CORPORATE COLOR1.6.2 CONSUMER COLORSCOLOR SAMPLESConsumer signature color can be ANY COLORthat create and strengthen TCDC’s visual identity.The variations of these samples are easily used. Thefollowing page will show the color combination.
CORPORATE COLOR1.6.3 COLOR COMBINATION SAMPLESHARMONY COMBINATIONCONTRAST COMBINATION
1.7CORPORATETYPEFACE
CORPORATE TYPEFACESIt is neccesary to keep the typeface controled andconsistent. This helps strengthen our identity andour style. Our typography sends a message aboutour brand.1.7.1.a PRIMARY ENGLISH FONT1.7.1 ENGLISH FONTS [ A ]Our primary English font is Avenir. It provides a cleanand timeless modern style. Various weights can beused for headings to create style but it should beconsistent in each publication. Use Light and Bookfor body copy. If consistently used, this will createa familiar visual style for the TCDC.Avenir tuvwxyz1234567890Avenir Light stuvwxyz1234567890Avenir stuvwxyz1234567890Avenir uvwxyz1234567890Avenir tuvwxyz1234567890Avenir Book stuvwxyz1234567890Avenir Heavy stuvwxyz1234567890Avenir tuvwxyz1234567890Avenir tuvwxyz1234567890Avenir Roman stuvwxyz1234567890Avenir Black stuvwxyz1234567890
CORPORATE TYPEFACES1.7.1.b SECONDARY ENGLISH FONTGaramond has been chosen to provide a contrastto clean modern look of Avenir. It is ideal as analternative to Avenir for body copy in collateralmaterials, i.e. the annual reports, brochures, leaflets.Garamond is not used in any of our stationery.1.7.1 ENGLISH FONTS [ B ]Garamond tuvwxyz1234567890Garamond Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZa bcdefgh i jk l mn o p q r st uv wx yz1234567890Garamond BookABCDEFGHIJKLMNOPQRSTUVWXYZa bcdefgh i jk l mn o p q r st uv wx yz1234567890Garamond Book ItalicABCDEFGHIJKLMNOPQRSTUVWXYZa bcdefgh i jk l mn o p q r st uv wx yz1234567890Garamond BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijk lmnopqrstuvwx yz1234567890Garamond Bold stuvwxyz1234567890
CORPORATE TYPEFACES1.7.1.a KITTITHADA FAMILYWe have two official Thai fonts – Kittithada andDB Thai Text. Kittithada family provides a clean andtimeless modern style. It is an ideal for headingsand body copy. Use Light or Roman for headings.If consistently used, this will create a familiar visualstyle for the TCDC.1.7.2THAI FONTS [ A ]Kittithada Light §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒ1234567890Kittithada Roman §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒ1234567890Kittithada Light Italic §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒKittithada Medium §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒKittithada Roman Italic §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒKittithada Thin §¶ß ÆØ µ π ªºΩæø¿¡ «» ÀÃÕŒ
CORPORATE TYPEFACES1.7.2.b DB THAI TEXTDB Thai Text has been chosen to provide a contrastto clean modern look of Kittithada. It is ideal as analternative to Kittithada for body copy in collateralmaterials, i.e. the annual reports, brochures and leaflets.DB Thai Text is not used in any of our stationery.1.7.2THAI FONTS [ B ]DB Thai Text Regular §¶ß ÆØ µ π ªººæø¿¡ «» ÀÃÕŒ1234567890DB Thai Text Bold §¶ß ÆØ µ π ªººæø¿¡ «» ÀÃÕŒ1234567890
CORPORATE TYPEFACES1.7.3.a ENGLISH FONTFor electronic communications, i.e. internally produceddocuments, text of letters, faxes, memos, and e-mails,use Arial for san-serif option and Times New Romanfor serif option.1.7.3 ELECTRONIC COMMUNICATIONS [ A ]Arial rstuvwxyz1234567890Arial Regular stuvwxyz1234567890Arial uvwxyz1234567890Arial Bold stuvwxyz1234567890
CORPORATE TYPEFACES1.7.3.b. THAI FONTOur Thai font is Cordia. Various weight can be used.1.7.3 ELECTRONIC COMMUNICATIONS [ C ]Cordia UPC
1.8GRAPHIC PROPERTIES
GRAPHIC PROPERTIESKhanom is our main signature which is simplified intographic elements in order to be more practical inusage. Cropping parts of this Khanom logo is anotherway to create the value and aesthetic of its shape andmeaning. It also builds the visibility and recognition ofthe TCDC brand.1.8.1 CORRECT CROPPING1.8GRAPHIC PROPERTIES [ A ]DosThe proper way to crop the Khanom logo is on thetop left of the image. This way keeps and remains theaesthetic of ‘its shape and form’.( Appplication 2.2, 2.3 )
GRAPHIC PROPERTIES1.8.2 INCORRECT CROPPINGCropping in the right and bottom part of the Khanomlogo is not recommended. This way does not reflectthe aesthetic of shape and form of the logo.1.8GRAPHIC PROPERTIES [ 2 ]Don’ts
APPLICATIONS2.1STATIONERY SYSTEM2.1.1 Business Card2.1.2 Letterhead2.1.3 Envelope A42.1.4 Envelope A52.1.5 Envelope Standard2.1.6 Memo A5- Full color- One color2.1.7 Folder2.1.8 Rubber stamp2.2CARDS2.2.1 Access Card2.2.2 ID Card2.3PACKAGING2.3.1 Shopping Bags
2.1STATIONERY SYSTEM
STATIONERY SYSTEMOur stationery system should be consistent as the restof our applications. All rules regarding our corporatetypefaces and logos must be applied to our stationery.The official signature is used on main corporatestationery : business card, letterhead, envelope,signage system.2.1.1 BUSINESS CARD1.5 cm5.5 cmAll texts are typedin Pantone 432 C.Avenir Heavy 7 ptletter Spacing 25Thailand Creativer& Design CenterAvenir Book 6.5 ptletter Spacing 25A Division of OKMMe of the Prime Minister5.1 cm9 cmAlign the logo, TCDC full nameto the center.1 cm1 cm0.9 cm0.35 cm0.35 cmDB Thai Text Reg 12.5 ptletter Spacing 10 ‘µµ‘ —µπå ªîµ‘æ“π‘ Kittiratana PitipanichDesign Advisory Department DirectorAvenir Heavy 7 ptletter Spacing 10Office of the Prime MinisterGovernment HouseDusit, Bangkok 10300 ThailandAvenir Medium 7 ptletter Spacing 10Business Office:24th Fl. Emporium Tower, 622 Sukhumvit 24Bangkok 10110 ThailandTel: (66) 2 664 7667 Fax: (66) 2 664 7670Email: kittiratana@tcdc.or.thAvenir Heavy 7 ptletter Spacing 100.9 cmwww.tcdc.or.thAvenir Roman 7 ptletter Spacing 100.6 cmPaper Specification : Marchmallow 232 gsmAll texts are white onBackground colorPantone 432 C.
STATIONERY SYSTEM2.1.2 LETTERHEAD - A4Our letterhead uses A4 standard size (21 x 29.7 cm).Typed or written text should be placed inside blue area.21.0 cm2.0 cm1.8 cm4.5 cmPantone 432 C orCMYK Process29.7 cmThailand Creative & Design CenterthBusiness Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th1.8 cm2.0 cmAvenir Heavy 8 ptLetter Spacing 25Avenir Book 7.5 ptLetter Spacing 0Paper Specification : Pound Paper White 100 gsmPantone 432 C orCMYK ProcessSCALE 50 : 100
STATIONERY SYSTEM2.1.3 ENVELOPE - A4 ( 32.2 x 22.8 cm )Pantone 432 C orCMYK Process3.6 cm.4.4 cm.Thailand Creative & Design CenterBusiness Office: 24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th1.03 cm.1.30 cm.Avenir Heavy 8ptLetter Spacing 25Avenir Book 8ptLetter Spacing 0Paper Specification : Pound Paper White 100 gsmPantone 432 C orCMYK ProcessSCALE 50 : 100
STATIONERY SYSTEM2.1.4 ENVELOPE - A5 ( 25.5x 18.0 cm )Pantone 432 C orCMYK Process2.0 cm1.5 cmThailand Creative & Design CenterBusiness Office: 24thFl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th1.03 cm1.2 cmAvenir Heavy 8 ptLetter Spacing 25Avenir Book 8 ptLetter Spacing 25Paper Specification : Pound Paper White 100 gsmPantone 432 C orCMYK ProcessSCALE 60 : 100
STATIONERY SYSTEM2.1.5 ENVELOPE STANDARD ( 22.2 x 11.0 cm )Pantone 432 C orCMYK Process1.7 cm1.0 cmThailand Creative & Design CenterBusiness Office: 24thFl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th1.5 cm1.5 cmAvenir Heavy 8 ptLetter Spacing 25Avenir Book 8 ptLetter Spacing 25Paper Specification : Pound Paper White 100 gsmPantone 432 C orCMYK ProcessSCALE 60 : 100
STATIONERY SYSTEM2.1.6 MEMO A5: FULL COLORPantone 432 C orCMYK Process1.2 cm1.0 cm14.85 cmAvenir Heavy 7.5 ptLetter Spacing 251.2 cmAvenir Book 7 ptLetter Spacing 3Thailand Creative & Design Center24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 76701.2 cm21.0 cmPantone 432 C orCMYK ProcessPaper Specification : Pound Paper White 100 gsmSCALE 60 : 100
STATIONERY SYSTEM2.1.6 MEMO A5: ONE COLORPantone 432 C1.2 cm1.0 cm14.85 cmAvenir Heavy 7.5 ptLetter Spacing 251.2 cmAvenir Book 7 ptLetter Spacing 3Thailand Creative & Design Center24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 76701.2 cm21.0 cmPantone 432 CPaper Specification : Pound Paper White 100 gsmSCALE 60 : 100
STATIONERY SYSTEM2.1.7 FOLDER : GREEN ( 22 x 32 cm )22 cm1.2 cm22 cmThailand Creative & Design Center32 cmThailand Creative & Design CenterthBusiness Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.thAvenir Heavy 9 ptLetter Spacing 25Pantone 364 CPantone 391 CPaper Specification : Art Paper 310 gsmSCALE 30 : 100Avenir Roman 8.7 ptLetter Spacing 0
STATIONERY SYSTEM2.1.7 FOLDER : ORANGE ( 22 x 32 cm )22 cm22 cm32 cmThailand Creative & Design CenterthBusiness Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.thAvenir Heavy 9 ptLetter Spacing 25Pantone 130 CPantone 108 CPaper Specification : Art Paper 310 gsmSCALE 30 : 100Avenir Roman 8.7 ptLetter Spacing 0
STATIONERY SYSTEM2.1.8RUBBER STAMP0.8 cm5.5 cm0.45 cm3.5 cm0.2 cmThailand Creative & Design Center0.35 cm
2.2CARDS
CARDAccess Card has 5 catagories.Each catagoryis defined by duo colors combination.Black Card- ExclusiveSilver Card- CorporateGreen Card - General2.2.1 ACCESS CARD : EXCLUSIVE CARD1.35 cm8.5 cmText variesJOHN DOE3011 01 00000327VALID 11.05 EXP 11.060.6 cm0.5 cm5.4 cmfrontMatallic background on TCDC side.Percentage to be determinedPantone8603 CBLK 100 %Pantone186 COrange Card - Group VisitorYellow Card - One-Day Pass
CARD2.2.1 ACCESS CARD : SILVER CARD1.35 cm8.5 cmArial Regular 8 ptArial Regular 8 ptKerning 50Arial Regular 4 ptKerning 500.6 cm0.5 cmArial Regular 7 ptKerning 50Avenir Roman 4.5 ptLeading 6 ptLetterspacing 0DB Thai Text Bold 6.5 ptLeading 6 ptLetterspacing 0Avenir Heavy 4 ptLetterspacing 25Avenir Book 4 ptLetterspacing 25Pantone 877 CPantone 432 C5.4 cm
CARD2.2.1 ACCESS CARD : CORPORATE CARD1.35 cm8.5 cmArial Regular 8 ptArial Regular 8 ptKerning 50Arial Regular 4 ptKerning 500.6 cm0.5 cmArial Regular 7 ptKerning 505.4 cmfrontCode 39Arial Regular 10 ptAvenir Roman 4.5 ptLeading 6 ptLetterspacing 0DB Thai Text Bold 6.5 ptLeading 6 ptLetterspacing 0Avenir Heavy 4 ptLetterspacing 25Avenir Book 4 ptLetterspacing 25Pantone 391 CPantone 364 C
CARD2.2.1 ACCESS CARD : GROUP VISITOR1.35 cm8.5 cmAvenir Roman 10 ptLetterspacing 10Group Visitor0.6 cm0.5 cm5.4 cmAvenir Roman 4.5 ptLeading 6 ptLetterspacing 0DB Thai Text Bold 6.5 ptLeading 6 ptLetterspacing 0Avenir Heavy 4 ptLetterspacing 25Avenir Book 4 ptLetterspacing 25Pantone 137 CPantone 158 C
CARD2.2.1 ACCESS CARD : DESIGN ADVISORY GROUP1.35 cmPantone 226 C 80%8.5 cmAvenir Roman 10 ptLetterspacing 100.6 cm0.5 cm5.4 cmAvenir Roman 4.5 ptLeading 6 ptLetterspacing 0DB Thai Text Bold 6.5 ptLeading 6 ptLetterspacing 0Avenir Heavy 4 ptLetterspacing 25Avenir Book 4 ptLetterspacing 25Pantone 228 CPantone 226 C
CARD2.2.1 ACCESS CARD : ONE-DAY PASS1.35 cm8.5 cmAvenir Roman 10 ptLetterspacing 10One-Day Pass0.6 cm0.5 cm5.4 cmAvenir Roman 4.5 ptLeading 6 ptLetterspacing 0DB Thai Text Bold 6.5 ptLeading 6 ptLetterspacing 0Avenir Heavy 4 ptLetterspacing 25Avenir Book 4 ptLetterspacing 25Pantone 130 CPantone 108 C
2.3PACKAGING
PACKAGINGThe consumer signature is used on all shoppingbags. The crop of graphic property is applied to thedesign. Six different sizes are identified by differentcolor combination.2.3.1 SHOPPING BAG [ A ]12 inch2.3.1.a ENVELOPE BAG ( 8x12 inch )12 inchThailand Creative & Design Centerth6 Fl. Emporium Shopping Complex, BangkokPantone130 UThailand www.tcdc.or.th8 inch8 inchFRONTBACKPantone180 UPaper Specification : Pound Paper 80 gsmSCALE 50:100
PACKAGING2.3.1 SHOPPING BAG [ B ]2.3.1.b ENVELOPE BAG ( 6x9 inch )9 inch9 inchThailand Creative & Design Centerth6 Fl. Emporium Shopping Complex, Bangkok Thailand www.tcdc.or.th6 inchFRONTPantone319 UPantone364 UPaper Specification : Pound Paper 80 gsmSCALE 50:1006 inchBACK
PACKAGING2.3.1 SHOPPING BAG [ C ]Thailand Creative & Design Center2.3.1.c CARRY BAG ( 9x9 inch )0.8 inch9 inchth6 Fl. Emporium Shopping Complex, Bangkok9 inch9 inchPantone130 UPantone108 UPaper Specification : Art Paper 180 gsmSCALE 20:1006 inch Thailand www.tcdc.or.th
PACKAGING2.3.1.d CARRY BAG ( 12x12x7 inch )Thailand Creative & Design Center2.3.1 SHOPPING BAG [ D ]1 inch12 inchth6 Fl. Emporium Shopping Complex, Bangkok7 inch12 inchPantone432 UPaper Specification : Art Paper 180 gsmSCALE 30:100Pantone429 U Thailand www.tcdc.or.th
PACKAGING2.3.1 SHOPPING BAG [ E ]2.3.1.e ENVELOPE BAG ( 15x15x8 inch )Thailand Creative & Design Center1 inch15 inch6thFl. Emporium Shopping Complex, Bangkok Thailand www.tcdc.or.th8 inch15 inchPantone158 UPaper Specification : Art Paper 180 gsmSCALE 20:100Pantone137 U
PACKAGING2.3.1 SHOPPING BAG [ F ]2.3.1.f CARRY BAG ( 18x18x9 inch )Thailand Creative & Design Center1.3 inch18 inch6thFl. Emporium Shopping Complex, Bangkok Thailand www.tcdc.or.th18 inch9 inchPantone391 UPaper Specification : Art Paper 180 gsmSCALE 15:100Pantone364 U
Corporate Identity Basic Guidline
CORPORATE IDENTITY1.1IDENTITY ELEMENTS1.1.1 Developed Logos1.1.2 Graphic Version1.1.3 Single-line Version1.2LOGO MINIMUM SIZE1.3CLEAR SPACE SPECIFICATIONS1.3.1 Minimum area of clear space1.3.2 Preferred area of clear space1.4LOGO COLOR USAGE1.4.1 Pantone Version1.4.2 CMYK Version1.4.3 Grayscale Version1.4.4 B&W Version1.5LOGO USAGE1.5.1 Proportion and Composition1.5.2 Position and Style1.5.3 Background
1.1IDENTITY ELEMENTS
IDENTITY ELEMENTSThe TCDC Resource Center is a logo for a librarydepartment. The TCDC Resource Center identity iscomposed of two elements : the TCDC logo andLogotype (Resource Center).1.1.1DEVELOPED LOGO
IDENTITY ELEMENTS1.1.1 DEVELOPED LOGOThe proportion between the elements shouldnever be altered in any way.5xxx7x
IDENTITY ELEMENTS1.1.2The graphic version is an option for usage in anyproper material. The proportion between theelements should never be altered in any way.GRAPHIC VERSION5xxx7x
IDENTITY ELEMENTSThis version is composed of the abbreviation”TCDC“ and strapline of ”Resource Center“ inAvenir Medium and Avenir Book. This versioncan be applied properly to some material whichhas few space to fit in such as price tag.1.1.3SINGLE-LINE VERSIONThe proportion between the elements shouldnever be altered in any way.Avenir MediumTracking 0Avenir 45 bookTracking 0Pantone 432 CPantone 186 CTCDC RESOURCE CENTER
1.2LOGO MINIMUM SIZE
LOGO SIZEThis page shows the minimum size of logo that isallowed. In exceptional circumstances where the logoneeds to be reproduced smaller than the minimum,you should run reproduction tests to ensure thatlegibility will not be compromised.1.2LOGO MINIMUM SIZEThe Official Logo20 mmGraphic Version20 mmTCDC RESOURCE CENTERSize 4 ptLetterspacing 0Single-line Version
1.3CLEAR SPACESPECIFICATIONS
CLEAR SPACE SPECIFICATIONSTo ensure that the logo will be seen clearly at alltimes and retain a powerful visual impact, it shouldnot be obscured by any other visual elements suchas types and images. It therefore needs to beplaced inside an area of blank or white space tomaintain maximum impact. If possible, even morespace should be left around the logo.1.3.1 MINIMUM AREA OF CLEAR SPACEMinimum area of clear space is determinedby the height of TCDC alphabet.T-height
CLEAR SPACE SPECIFICATIONSThe preferred area of clear space that shown belowis determined by the height of TCDC alphabet.If possible, more space should be left around.More clear space around the TCDC logo will helpits legibility and enhance its visual impact.1.3.2 PREFERRED AREA OF CLEAR SPACET 2/3T 1/3Preferred area of clear space
1.4LOGO COLOR
LOGO COLOR USAGEThe full-color TCDC Resource Center logo is thepreferred version. Use it appropriately with any mediaand content. It can be produced in either specialcolor ( from Pantone., Inc ) or in the four- colorprinting process.CMYK 2 PANTONE COLORS1.4.1 PANTONE VERSIONThis version of the logo may be used on officialpublications and materials. For example, TCDCResource Center stationery.CMYKPantone 432 CPantone 186 C
LOGO COLOR USAGE1.4.1 CMYK VERSIONThis version of the logo may be used on four-colorprinting publications.CMYKBLK 80 %M 100, Y81, K 4
LOGO COLOR USAGE1.4.1 GRAYSCALE VERSIONThis version of the logo may be used on black & whitepublications, as long as it remains clearly visible.GRAY TONEBL 80%BL 50%
LOGO COLOR USAGE1.4.2 BLACK AND WHITE VERSIONThis version of the logo may be used in specificcases such as the use on color background, the usefor rubber stamp,Powerpoint presentation, etc.BLK 100 %REVERSE VERSIONThe one-color reversed black version can be used onblack and white layouts where color is not available.It is suitable for using on a black background.
LOGO COLOR USAGESINGLE-LINE VERSION1.4.2 BLACK AND WHITE VERSIONThis version of the logo may be used in specificcases such as the use on color background, theuse for electronic communications, fax, tag, etcTCDC RESOURCE CENTERBL 50%BL 100%
1.5LOGO USAGE
LOGO USAGEThis section focuses on the incorrect logo usage.It is separated in 3 main styles : proportion &composition, position & style, and background.Our logo is the most important visual statement.Therefore it is essential not to alter in any case.1.5.1PROPORTION & COMPOSITIONDon’tsDo not alter the size of any of the elements in the signature.Do not alter the composition of any of the elements in the signature.
LOGO USAGE1.5.2POSITON & STYLEAlways use this correct scale versionto ensure accurate reproduction,legibility as well as high visualimpact within the TCDC brand.Do not put the logo at an angle.RESOURCECENTERDo not reset the logotype.Do not create an outline versionof this logo.
LOGO USAGEHere is a summary of dos and don’ts when usingofficial and graphic version on various backgrounds.1.5.3.a OFFICIAL VERSIONWhen this version is put on an image, the logo shouldremain in preferred white space ( see 1.3.2 )1.5.3BACKGROUND [ A ]The logo works best on white and very light colorbackground. It must never appear on gradient ormulti-colored texture backgrounds or over images( unless surrounde
CORPORATE IDENTITY Corporate Identity Basic Guidline APPLICATIONS 1.1 IDENTITY ELEMENTS 1.1.1 Developed Logo 1.1.2 Official Signature 1.1.3 Consumer Signature 1.1.4 Single-line Version 1.2 LOGO MINIMUM SIZE 1.3 CLEAR SPACE SPECIFICATIONS 1.3.1 Minimum area of clear space 1.3.2 Preferred area of clear space 1.4 LOGO COLOR
