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Visual Identity Guidelines

“We make the world we live in and shape our own environment.” ORISON SWETT MARDEN

TABLE OF CONTENT Philosophy Logo Design & Logo Sizing Clear Space & Color Variations Typefaces Sub-Brands Do Nots Color Palette Applications

4 8 9 10 12 17 18 19

PHILOSOPHY In 2013, under the current management of the hospital, RSCM went through a full re-branding which fully embraces environmentalism. Not only did the graphic design aspect of the establishment was improved, the concept of the whole hospital has been re-defined and the building has also been renovated. Witnessing the decline of environmental concern in the country, RSCM has taken a bold approach in being the first hospital in Indonesia that wholeheartedly adopts the concept of environmentalism. Our current mission is to educate society on how important it is to live sustainably and we hope to deliver this through our design. Today, the overall look and feel of the branding is presented minimalistically to ensure that the general public fully comprehends our message. This book serves as a reference manual for expatriates who look after the RSCM brand in Indonesia, thus the book is delivered in English. It has three main purposes:


To reaffirm core RSCM values. To reveal the new and improved personality, look and feel of RSCM. To provide communication guidelines for all products and services in all media.


Building A, floor 7

LOGO DESIGN The re-designed logo of RSCM symbolizes the concept that encompasses the establishment. It is a combination of the recycling symbol and helping hands along with the medical cross in the middle. The logo mainly consists of semi-bold strokes, which is the core element of the brand.

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LOGO SIZING There are minimum and maximum sizes for logo reproduction. The size of the logo is determined by measuring its width. When sizing the logo for materials such as brochures, sell sheets, print ads, web, etc., the logo should be no longer than 2.2 inches and no smaller than 1.7 inch.


CLEAR SPACE When placing type or graphic elements near the logo there must be clear space left around it on all sides. The minimum amount of clear space is determined as a quarter of segment “a� in the diagram.

COLOR VARIATIONS RSCM strictly prohibits the use of other colors for the logo due to our dedication in maintaining our message. However, if needed, a greyscale version is permitted.

Greyscale version


TYPEFACES There are two typefaces that represent the RSCM identity. For titles, subtitles and emphasis, Gotham is used. For body text, Centabel Book is used.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 Gotham

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 Centabel Book


SUB-BRANDS There are 15 departments in RSCM and each one of them possess their own logos. The process in designing these logos follow the same rules and mission which is to only use semi-thick strokes and keeping the symbols as simple as possible. It is strictly prohibited to modify or alter any of these logos.



The logo for the otolaryngology department uses the three most significant symbols that best represents the divison; ear, throat & nose.

For the logo on the left, three tools are designed to be representative of the surgery department, these instruments include the scissors and two scalpels.

The obstetrics unit focuses on women’s reproductive tracts and their children during pregnancy. Its logo include a simple illustration of a naked woman bearing a child.

Physicians specializing in internal medicine are skilled in diseases that affect the internal organs, thus, the logo affectively uses a simplified illustration of internal organs.


Acupuncture is a collection of procedures involving penetration of the skin with needles to stimulate certain points on the body, therefore, the needle symbol is featured.

The logo for the nutritionist section feature the wheat, a famous symbol known to represent this department.

Dentistry is the branch of medicine that is involved in the study, diagnosis, prevention, and treatment of diseases, disorders and conditions of the oral cavity, hence, the logo uses the tooth and mouth symbol.

Neurology is a medical specialty dealing with disorders of the nervous system. The illustration on the left is a simplified version of a nerve.


Psychiatry is the study and treatment of mental illness, emotional disturbance, and abnormal behavior. Because the brain plays a major role in this class of illnesses, the logo itself features a brain.

The skin care clinic’s logo is a simplified illustration of a skin diagram.

Paediatrics is the branch of medicine that deals with the medical care of infants, children, and adolescents. To represent this group, the designer has chosen to illustrate a teddy bear for the logo.

Geriatrics is a sub-specialty of internal medicine and family medicine that focuses on health care of aged people. The logo on the left features an illustration of an elderly man holding a walking stick.


The urology department’s logo feature a simplified illustration of the urinary tract system and reproductive organs, the two parts of the body that urologists specialise in.

The laboratorium logo includes an illustration of a beaker.

The emergency unit’s logo is an illustration of the heart rate with an exclamation mark on top to emphasize the urgent situation that takes place in this division.


DO NOTs Become familiar with the correct use of the logo. The integrity of the logo must be respected at all times. Do not stretch, condense or otherwise morph or manipulate it. Do not place logo on an unpleasant colored background or photography. Any modification of the logo confuses its meaning and diminishes its impact.




Use of other colors

Removal of logotype

Removal of design elements

Use of unpleasant colored background

COLOR PALETTE Despite the restriction of color variations for the logo, there are several colors that may be used for other typography and graphic elements. These colors include.

C: 67 M: 13 Y: 55 K: 1 Pantone: 7473 C

C: 71 M: 31 Y: 59 K: 15 Pantone: 625 C

C: 22 M: 0 Y: 19 K: 0 Pantone: 573 C

C: 34 M: 66 Y: 51 K: 38 Pantone: 4985 C

C: 0 M: 26 Y: 13 K: 0 Pantone: 496 C

C: 3 M: 1 Y: 6 K: 0 Pantone: 1 C

C: 10 M: 99 Y: 99 K: 2 Pantone: 1795 C

C: 22 M: 100 Y: 100 K: 30 Pantone: 484 C

C: 45 M: 21 Y: 45 K: 1 Pantone: 5635 C

C: 32 M: 0 Y: 37 K: 0 Pantone: 344 C




A4 Letterhead

Business Card