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RSCM Gra p h i c St a n d a rd s Ma nua l


Ta bl e of Co nt ent s

Editor’s Notes

4

RSCM Logo

11

Hospital Profile

5

Logo Philosophy

12

Basic Elements

14

About RSCM History

7

Logo Variations

16

8

Typography

17

Values

8

Sub-brands

18

Cultures

9

Motto

9

2 Table of Contents

Vision and Mission


Rules and Regulations

Applications

Safe Area

35

Size Recommendation 36

Improper Logo Usage

Stationery

41

Others

45

38

3 Table of Contents


Ed i t o r’s Not e s This

Manual

wards the future, but not forgetting

book of Rumah Sakit Cipto Man-

Graphic

Standards

the nationalist characteristic that

gunkusumo (RSCM) is made for

embodies the origin of “Cipto Man-

the completion of Graphic Design

gunkusumo”.

IV course final project assignment. There

had

been

a

continuous

The keywords are as follows: health,

progress since the beginning of the

medicine, cure, professional, flex-

project along with the consultations

ible, dynamic, clean, modern, edu-

with the lecturers.

cational studies, nationalism and traditional.

Name : Adela Putri NIM

: 1501197622

Different with the rest of the stu-

Major : Graphic Design

dents that were doing the same as-

The rebranding of RSCM consists of

School : Art and Design

signment to recreate the branding of

symbols and the play of colors that

RSCM, I used a combination of the

represent the vision, mission, val-

Binus University International

origin, traditional, and contempo-

ues, cultures, and motto effectively.

Graphic Design IV

rary aspect to create a more profes-

Further explanations will be given in

Final Project

sional look of RSCM, yet respectfully

the following sections of the book.

pays attention to its historical, traditional features.

From now, RSCM will face a brighter future, a more constant develop-

I aimed the rebranding of RSCM

ment with a professional and clean

would have a more professional

look as a notable hospital that has

and clean look, in which they always

been established even since the

say that RSCM will be more modern

colonial era.

with 4 Editor’s Notes

constant

developments

to-


Ho s pi t a l P r of i l e Name

: RSUPN Dr. Cipto Mangunkusumo

Bedroom

Hospital Class

:A

Phone number : (+62)21 500 350

: 1001

Ownership

: Indonesia’s Health Ministry

UGD

Management

: Badan Layanan Umum (BLU)

Other Status

: Educational Hospital

Humas

Address

: Jl. Diponegoro no. 71, Jakarta Pusat

Sub-district

: Senen

Fax

: (+62)21 313 48991

Municipality

: Jakarta Pusat

Building Area

: 512,002.64 m2

Province

: DKI Jakarta

Land Area

: 117,910 m2

: (+62)21 39 111 92 – 390 1193 : (+62)21 70640723 – 392 4268

5 Hospital Profile


A b o u t R SCM


Histor y The history of Rumah Sakit Cipto Mangunkusumo

is

not

far

from

Universitas Indonesia’s Faculty of Medicine, because the development of both institutions complements each other. In the year of 1896, Dr. H. Roll was

In

Indonesia

develop, the name was changed to

appointed to be the chairman of

was conquered by Japan, CBZ was

Rumah Sakit Cipto Mangunkusumo,

medical institutions in Batavia (Ja-

changed

or also known as RSCM.

karta). During that time, laboratories

called Ika Daigaku Byongin.

March

1942, to

when

educational

hospital,

and Javanese medical school is still under one institution.

On 13 June 1994, as written on SK In 1945, CBZ was changed to Rumah

Menkes no. 553/Menkes/SK/VI/1994,

Sakit Oemoem Negeri (RSON), led by

the name was changed to RSUP Na-

In 1910, the Javanese medical school

Prof. Dr. Asikin Widjaya Koesoema

sional Dr. Cipto Mangunkusumo.

was changed into STOVIA, the be-

and replaced by Prof. Tamija as the

ginning of Universitas Indonesia’s

next chairman.

Faculty of Medicine. In 19 November 1919, CBZ (Centrale

Based on PP no. 116 year 2000, on 12 December 2000, RSUP Dr. Cipto

In 1950, RSON was changed to

Mangunkusumo was stated as Peru-

Rumah Sakit Umum Pusat (RSUP).

sahaan Jawatan (Perjan) RS Dr. Cipto

Burgelijke Ziekenhuis) was estab-

Mangunkusumo Jakarta.

lished, and was united with STOVIA.

On 17 August 1964, Prof. Dr. Satrio

Ever since then, the enforcement of

from the Health Ministry established

During

education and medical service has

RSUP to become Rumah Sakit Tjipto

Perjan RSCM was changed to Badan

been improving and the specific

Mangunkusumo (RSTM). As Indone-

Layanan Umum as stated in PP. No.

medical service to the society has

sian language spelling continues to

23 year 2005.

been expanding.

the

next

developments,

7 About RSCM


Vi s io n & M i s s io n VISION Scholastic hospital and notable national referral center in Asia Pacific. MISSION Give good quality health service and affordable to all social levels. Medical institution and research. Research and development.

Va lu e s We value our patients, as our first priority customer. We enhance and enforce good corporate culture as an established, well-known hospital in Indonesia and South-East Asia, and aiming to achieve international recognition.

8 About RSCM


Cu l t u r e s PROFESSIONALISM

INTEGRITY

CARE

We maintain professional-

Integrity between fellow

We enforce caring to every

ism in every doctor and

doctors, staffs, and pa-

patient that we have, and

staff we have.

tients are highly valued.

be taken care by experts.

TEACH AND LEARN

CONTINUOUS PERFECTION

We enfore teaching and

We strive to make continu-

learning as we collaborat-

ous perfection in every-

ing with institutions.

thing that we do.

Mot t o R: Respek / Respect S: Sigap / Alert C: Cermat / Accurate M: Mulia / Noble

9 About RSCM


R SCM L o go


P r ev io u s L o go

LETTERING

RED ARC LINE

HEALTH SYMBOL

The lettering of RSCM with Italic

The dynamic red arc line above

The health symbol with blue un-

Tahoma to the right side with blue

the lettering of RSCM indicates the

dertone portrays RSCM mission in

color portrays the vision of RSCM

dynamic portrayal of RSCM that

giving a good quality health service

that move towards an independent

striving for developments of prime

that is affordable to all society levels,

and well-known hospital.

service, educational and research re-

as well as improving the quality of

sults, human resource productivity,

educational system and research

and the business position of RSCM.

through the independent management according to RSCM’s mission.

11 RSCM Logo


Re d e s ig n e d L o go P h i l o s o p hy RSCM and the name of “Cipto Mangunkusumo” is originated from Javanese name, and the following research come from the culture and tradition of Javanese, which is batik, Indonesian traditional textile originated from the island of Java. Batik has various patterns and each of its patterns has their own specific purpose or definition. Batik Tambal, with patch patterns consist of contrasting half squares and motif, is originated from Java in which the purpose is to “menambal” or “patch” in English, and are meant to fix something to be better. This pattern is a combination of different and various patterns, which is inspired from clothes of the priests that are made from patched textile. It is known that the priest’s clothing could defeat bad impacts. It is also known that when a sick person uses this batik Tambal patterned bedcover then that person will get better and thus have healing power. This belief exists because a sick person is considered to have “a lack of something”, therefore in order to heal he or she needs to be “patched”. The redesigned branding of RSCM is taken from that philosophy.

12 RSCM Logo

Batik Tambal Patterns, with contrasting half squares and motif has the purpose to “patch” a sick person.


The redesigned logo and branding of RSCM has the characteristic given from the patterns of Batik Tambal.

RSCM

The logo characteristic has half squares contrastic patterns with each square has its own motif and color that symbolizes a meaning for each of RSCM’s motto.

RESPECT

ALERT

BRIDGE TO EDUCATION

HEALING

Respect to doctors, man-

Being

agers, staff, patients, and

situation

to

Work on educational insti-

Heal and treat the pa-

tutions along with Univer-

tients of all social levels

to those involved in the hospital.

take action to help others.

sitas Indonesia’s Faculty

to achieve a better and

Straight

moving

of Medicine to improve

healthier mind and body,

moving upwards signify

upwards signify alertness

research and development

to cure illnesses and sick-

respect and the blue color

and the red color supports

in health and medic.

ness of every patient.

represents honor.

the message as well.

Diagonal

lines

alert and lines

to

every

ready

13 RSCM Logo


Ba s i c El em ent s

RSCM 14 RSCM Logo

The following color schemes tell the CMYK color code for printing, RGB color code for screen, hex color code, and Pantone color code for web applications. It is strongly suggested that the company uses and maintain the same color code to avoid misleading identity design.


CMYK: 89-51-30-7

CMYK: 22-0-17-0

CMYK: 22-89-100-29

CMYK: 1-22-54-0

RGB: 25-107-140

RGB: 198-230-217

RGB: 142-50-30

RGB: 249-201-133

#1C6B8C

#C6E6D9

#8E321E

#F9C985

315 C

573 C

201 C

1345 C

CMYK: 29-45-100-7

CMYK: 2-11-100-0

CMYK: 83-19-87-5

CMYK: 32-0-46-0

CMYK: 46-38-2-2

RGB: 177-134-45

RGB: 254-218-0

RGB: 34-145-85

RGB: 198-230-217

RGB: 145-145-145

#6F297D

#C6E6D9

#6F297D

#C6E6D9

#919191

7556 C

803 C

7731 C

573 C

877 C

15 RSCM Logo


L o go Va r iat io n s

PRIMARY LOGO The primary logo of RSCM is a compact, and abreviated version. It should be used mostly anywhere, but whether

appropriate.

In

greyscale mode, the darker color is set on black and the

RSCM RSCM

RSCM

lighter color is set on grey. Reversed color would be replaced by white for the color that is used for the background.

SECONDARY LOGO The

secondary

logo

of

RSCM is a horizontal, and the complete version of the hospital’s name. It should be used when necessary.

16 RSCM Logo

RUMAH SAKIT CIPTO MANGUNKUSUMO


Ty p o g ra p hy

Use this primary typography

Timeless

for logo, titles, and headers.

The Quick Brown Fox Jumps Over The Lazy Dog

PRIMARY TYPOGRAPHY

1234567890 !@#$%^&*()_+

Use this secondary typography

Univers 55

for body text, section markers,

The Quick Brown Fox Jumps Over The Lazy Dog

SECONDARY TYPOGRAPHY

and other necessary texts.

1234567890 !@#$%^&*()_+

17 RSCM Logo


Su b-Bra n d s

RSCM has various sub-brands that they have in the hospital. Below are the list of the sub-brands: 1.

Poliklinik THT

2.

Poliklinik Gizi

3.

Poliklinik Kebidanan

4.

Poliklinik Akupuntur

5.

Poliklinik Bedah

6.

Poliklinik Penyakit Dalam

7.

Poliklinik Gigi dan Mulut

8.

Poliklinik Kulit dan Kelamin

9.

Poliklinik Psikiatri

10. Poliklinik Anak 11. Poliklinik Penyakit Saraf 12. Poliklinik Geriatri Terpadu 13. Poliklinik Bedah Urologi 14. Laboratorium 15. Unit Gawat Darurat

18 RSCM Logo


Poliklinik THT

CMYK: 69-100-14-4

CMYK: 22-0-17-0

RGB: 111-41-125

RGB: 198-230-217

#6F297D

#C6E6D9

2613 C

573 C

19 RSCM Logo


Poliklinik Gizi

20 RSCM Logo

CMYK: 87-29-97-17

CMYK: 3-27-46-0

RGB: 27-119-63

RGB: 243-191-143

#1B773F

#F3BF8F

7732 C

149 C


Poliklinik Kebidanan

CMYK: 30-100-22-1

CMYK: 7-29-0-0

RGB: 180-31-118

RGB: 230-189-217

#B41F76

#E6BDD9

215 C

217 C

21 RSCM Logo


Poliklinik Ak upuntur

22 RSCM Logo

CMYK: 0-90-99-0

CMYK: 1-22-54-0

RGB: 239-65-36

RGB: 249-201-133

#EF4124

#F9C985

Red 032 C

1355 C


Poliklinik Bedah

CMYK: 94-62-41-23

CMYK: 24-19-20-0

RGB: 14-81-104

RGB: 193-193-192

#0E5168

#C1C1C0

654 C

5305 C

23 RSCM Logo


Poliklinik Penyak it Dalam

24 RSCM Logo

CMYK: 29-45-100-7

CMYK: 1-22-54-0

RGB: 177-134-45

RGB: 254-218-0

#B1862D

#FEDA00

7557 C

108 C


Poliklinik Gigi dan Mulut

CMYK: 10-20-100-0

CMYK: 2-4-35-0

RGB: 233-195-30

RGB: 251-238-180

#E9C31E

#FBEEB4

7406 C

7401 C

25 RSCM Logo


Poliklinik Kulit dan Kelam in

26 RSCM Logo

CMYK: 89-51-30-7

CMYK: 22-0-17-0

RGB: 28-107-140

RGB: 199-230-217

#1C6B8C

#C7E6D9

7705 C

566 C


Poliklinik Psikiatri

CMYK: 87-33-62-15

CMYK: 22-0-17-0

RGB: 9-119-106

RGB: 164-217-204

#09776A

#A4D9CC

7719 C

317 C

27 RSCM Logo


Poliklinik Anak

28 RSCM Logo

CMYK: 0-65-100-0

CMYK: 2-9-73-0

RGB: 244-121-32

RGB: 252-223-101

#F47920

#FCDF65

1645 C

120 C


Poliklinik Penyak it Saraf

CMYK: 27-100-100-30

CMYK: 15-11-12-0

RGB: 142-25-28

RGB: 214-214-214

#8E191C

#D6D6D6

201 C

5315 C

29 RSCM Logo


Poliklinik Geriatri Terpadu

30 RSCM Logo

CMYK: 82-100-8-4

CMYK: 22-17-18-0

RGB: 86-43-131

RGB: 198-198-197

#562B83

#C6C6C5

268 C

420 C


Poliklinik Bedah Urologi

CMYK: 55-0-27-0

CMYK: 15-11-12-0

RGB: 109-201-195

RGB: 214-214-214

#6DC9C3

#D6D6D6

325 C

427 C

31 RSCM Logo


Laboratorium

32 RSCM Logo

CMYK: 73-69-17-2

CMYK: 22-18-10-0

RGB: 93-93-147

RGB: 197-197-208

#5D5D93

#C5C5D0

7669 C

5305 C


Unit Gawat Daru rat

CMYK: 18-100-100-10

CMYK: 1-22-54-0

RGB: 185-32-37

RGB: 249-201-133

#B92025

#F9C985

1795 C

149 C

33 RSCM Logo


Ru l e s a n d Reg u lat io n s


Sa fe A r e a

To ensure RSCM logo is free from visual distraction, elements such as other logos, images, and others must be positioned at a minimum distance from the logo. This is defined as safe area or clear space. The safe area length is proportional to 1:7 ratio from the length of the logo. This applied to both variations of RSCM logo.

RSCM

RUMAH SAKIT CIPTO MANGUNKUSUMO

35 RSCM Logo


Si z e Re co m m en d at io n

To ensure RSCM logo maintains its clarity and prevision, below is the recommendation of the length of the logo, measured by its vertical length in cm. The ideal proportion size of the logo is above 2.5 cm of its vertical length. However, the smaller sizes of the logo may still appropriate to be used

RSCM

RSCM

when necessary although it is not recommended for usage.

36 RSCM Logo

Not recommended

Recommended


RUMAH SAKIT CIPTO MANGUNKUSUMO

RUMAH SAKIT CIPTO MANGUNKUSUMO

Not recommended

Recommended

37 RSCM Logo


I m p r o p er L o go Us a ge To ensure RSCM logo is visually maintained, there are a set of rules and recommendations for it to be used properly and avoid misused logo that might create distraction, informal, and unprofessional impression towards the whole brand identity of RSCM.

Do maintain the integrity and

Do not alter, stretch, or condense

proportions of the logo.

the logo.

RSCM Do maintain the design integrity of

Do not add other design elements to

the logo.

the logo (e.g. outline, dropshadow).

RSCM Do have a safe area around the logo.

Do not crop the logo, align it to the edge of the page, or put it too close with other logo, image, or text.

38 RSCM Logo

RSCM

RSCM


Do reproduce the logo with consis-

Do not use anything other than high

tent high quality.

resolution artwork or approved files to reproduce the logo.

Do place the logo on appropriate

Do not place the logo on back-

backgrounds where possible.

grounds that make it hard to read.

RSCM Do use the logo as it is, without

Do not use the logo as part of a sen-

breaking it apart into components.

tence, phrase, or headline.

RSCM is a... 39 RSCM Logo


A ppl i c at io n s


St at io n er i e s BUSINESS CARD Size: 5 x 9 cm Colors: 1. RSCM Grey 2. Black (100 K)

Dr. Ira Ratulangi Poliklinik Kebidanan T 021) 743 7777 e ira.r rscm.co.id

Type: Employee name is set in Timeless, title case. All other type is set in sentence case. Employee name is set in grey, remaining text below set in black, and on the back side is set on grey.

RSCM Jl. Diponegoro No. 71, Jakarta Pusat T 021) 500350 | UGD 021) 3911192 www.rscm.co.id

41 Applications


LETTERHEAD Size: 21 X 29.7 cm

RUMAH SAKIT CIPTO MANGUNKUSUMO

Colors: 1. RSCM Grey 2. Black (100 K) Type: Text is set in Univers 55 Regular at 9 pt and has 1.5 spacing with black color. Contact information at the center bottom has 9 pt and single spacing with grey color.

Jl. Diponegoro No. 71, Jakarta Pusat | T

42 Applications

021) 500350 | UGD

021) 3911192 | www.rscm.co.id


ENVELOPE Size: 11 x 23 cm Colors:

RUMAH SAKIT CIPTO MANGUNKUSUMO Jl. Diponegoro No. 71, Jakarta Pusat | T

021) 500350 | UGD

021) 3911192 | www.rscm.co.id

1. RSCM Grey 2. Black (100 K) Type: Address is set in Univers 55 Regular at 9 pt with 10.8 pt leading, set on black color. Contact information is set on grey.

43 Applications


EMAIL SIGNATURE A suggested format for RSCM employee’s email signatures is shown to the right. All information is set in Univers 55 Regular at 9 pt on grey, with the employee’s name on black.

44 Applications

RUMAH SAKIT CIPTO MANGUNKUSUMO

Jl. Diponegoro No. 71, Jakarta Pusat T 021) 500350 | UGD 021) 3911192 www.rscm.co.id


A m b u la n c e

RUMAH SAKIT CIPTO MANGUNKUSUMO

45 Applications


Fo o d Tray

RSCM

46 Applications


P r e s cr ipt io n L a b el

RUMAH SAKIT CIPTO MANGUNKUSUMO Prescription Number

Drug Name

Patient Name

Description

Address

Expiration Date

Phone

Instructions

47 Applications


D o c t o r Un ifo r m

RSCM

48 Applications


Nu r s e Un ifo r m

RSCM

49 Applications


Pat i ent Un ifo r m

RSCM

50 Applications


Su rger y Un ifo r m

RSCM

51 Applications


Pat i ent Ro o m

52 Applications


D o o r Sig na ge s

Dr. Ira Ratulangi

Poliklini k Kebidanan

53 Applications


Fr o nt D e s k

RUMAH SAKIT CIPTO MANGUNKUSUMO

FRONT DESK

54 Applications


2014 Š Adela Putri


RSCM Jl. Diponegoro No. 71, Jakarta Pusat T: (021) 500350 | UGD: (021) 3911192 www.rscm.co.id


RSCM Graphic Standards Manual