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