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BRAND GUIDE


品 牌 标 志 识 别

1.0

BRAND IDENTITY


1.1 Brand Logo

Vertical Format

The logo consists of the brand chinese calligraphy ‘明医管’ , ‘北京中医医院’ , ‘MING YI GUAN’ and ‘BEIJING HOSPITAL OF TCM’ in type. The 明医管 logos are the primary identifiers for 明医管 products and services. Used consistently, they will reinforce public awareness of the Brand and Company. There are 2 format for the 明医管 logo, depending on the application and method of reproduction, all variations must follow the guidelines outlined throughout this guide.

These are the logo of choice, to be used whenever possible.

Hortizontal Format

These are the logo of choice, to be used whenever possible.


Clearence Space

1.2 Brand Logo Space & Grid It is the minimum area of space around the logo that must always be remained clear of any graphic elements or text. It is defined to ensure that our logo always communicates clearly and with the maximum impact. The exclusion zone for the different signatures is determined by the illustrations as indicated.

X

X

Minimum Size The minimum height of the logo should not be less than 23mm. This is to ensure that the brand logo always remains legible.

X

X

X

The logo requires serperation from the other elements around it. The space required on all sides is roughly eqivalent to X of the logo type. No objects should be placed within the clear zone boundary as depicted. 23mm Positive version (Grid)

Negative version (Grid)


1.3 Master Brand Colour (Solid Coated) Full Color Corporate colours in this manual follow accordingly to the international Pantone Matching System (PMS), with Process equivalents illustrated below. Note that process colours do not always present accurate colour expression, hence it is advisable to use PMS inks for reproduction work whenever possible. This applies to both printing on coated or uncoated materials.

Positive version

Negative version

Red logo on white background

White logo on red background

To reinforce the vibrancy and strength of the corporate colours, it is recommended that the corporate logo should be used against a white or light background.

Pantone 188 C

Positive version

PROCESS 33C 93M 74Y 38K SCREEN 121R 35G 46B WEB #79232e

Red logo on white background Negative version

White logo on red background


1.4 Master Brand Colour (Special Colour Printing)

Vertical Format

Special Colour Corporate colours in this manual follow accordingly to the international Pantone Matching System (PMS), with Process equivalents illustrated below. Note that process colours do not always present accurate colour expression, hence it is advisable to use PMS inks for reproduction work whenever possible. This applies to both printing on coated or uncoated materials. Special colour printing can be apply using hot stamping effect on light background for the Brand products and Company. Used consistently as they will reinforce public awareness of the Brand. This is the logo of choice, when special colour printing is available

Pantone 871 C PROCESS 44C 45M 75Y 17K SCREEN 134R 118G 78B WEB #86754d

Hortizontal Format

This is the logo of choice, when special colour printing is available


1.5 Master Brand Colour Version Monochrome Version (Basic Version) Consistent use of the corporate colours is critical to the effectiveness of the Corporate Identity Programme. Although the logo looks best in full colour, flexibility to accommodate other colour usage is crucial as well.

Positive version

Negative version

Black logo on white background

White logo on black background

The Brand may be reproduced in either black or white background depending on the application and method of reproduction.

100% Black PROCESS 0C 0M 0Y 100K SCREEN 35R 31G 32B WEB #231f20

Positive version

Black logo on white background Negative version

White logo on black background


1.6 Brand Typeface Corporate typeface uniquely represents the style and personality of a company. Frequent use of it contributes to the effectiveness of the corporate expression. Lao MN is the corporate typeface for Ming Yi Guan brand. It will be used only in Ming Yi Guan logo. Avenir Next is our recomended secondary typeface for . It is highly legible, thus it is predominantly used as body text. It is available in various weights from an extensive family. Choice of different weights allow versatility for highlighting of text and heading. Arial will be the standard typeface for english text if Avenir next is not available for use. 黑体一简 recommended chinese typefaces for chinese communications.

Brand Typeface

Chinese Typeface

Lao MN - Regular Lao MN - Bold

黑体-简 细体 黑体-简 中等

Secondary Typeface

Avenir Next - Ultra Light Avenir Next - Regular Avenir Next - Medium Avenir Next - Demi Bold Avenir Next - Bold Avenir Next - Heavy Standard Typeface (Browser safe fonts)

Arial - Regular Arial - Italic Arial - Bold Arial - Bold Italic


1.7 Secondary Graphics

Secondary graphics in horizotnal format

Secondary graphics play important supporting role in establishing a brand. It provides subtle yet strong association to the main brand without constantly and blatently showcasing the brand name and logo, distinguishes itself from other brands in the market. Secondary graphics carries the brand name as a form of sub-brand identity. This will be applied in the Store concepts, Packaging & Stationery Set. Extend graphics by multiplying the units or apply by expanding or reducing proportionately.

Secondary graphics in square format (Vertical application only)


品 牌 文 具 套

2.0

STATIONERY SET


2.1 Ming Yi Guan - Store Card Dimensions: 85mm(W) X 53(H) Color: 4 Process Color Paper stock: 250gsm art card Effect: Matt Lamination

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee 101 Penang Road Singapore 238466 Tel : (65) 6351 9640 www.mingyiguan.com.sg Operation Hours

Mon - Wed, Fri : 9.30am – 8.30pm Sat - Sun : 9.00am – 4.30pm Closed on Thursday and Public Holidays


2.2 Store Card Fonts Indication

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee 101 Penang Road Singapore 238466 Tel : (65) 6351 9640 www.mingyiguan.com.sg

7.5pt Avenir Next Condensed Demi Bold & 6.5pt Avenir Next Condensed Medium Italic 7.5pt Avenir Next Condensed Demi Bold

Operation Hours

7.5pt Avenir Next Condensed Demi Bold

Mon - Wed, Fri : 9.30am – 8.30pm Sat - Sun : 9.00am – 4.30pm Closed on Thursday and Public Holidays

7.5pt Avenir Next Condensed Regular 7.5pt Avenir Next Condensed Demi Bold

7pt Avenir Next Condensed Regular


2.3 Ming Yi Guan - Physician Card Dimensions: 85mm(W) X 53(H) Color: 4 Process Color Paper stock: 250gsm art card Effect: Matt Lamination

Liew Pei Ling Joanna 刘佩菱

Singapore Registered TCM Physician 中医师 B.Sc.(hons) Biomedical Sciences (NTU, Singapore) B. Med. Chinese Medicine (Beijing University of Chinese Medicine, China) TCMPB Reg. No: T1002626C

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee 101 Penang Road, Singapore 238466 Tel : (65) 6351 9640

Operation Hours Mon - Wed, Fri : 9.30am – 8.30pm Sat - Sun : 9.00am – 4.30pm Closed on Thursday and Public Holidays www.mingyiguan.com.sg


2.4 Physician Card Fonts Indication

10pt Avenir Next Demi Bold & 8.5pt 黑体-简 Medium 7.5pt Avenir Next Italic & 6.5pt 黑体-简 Light 7pt Avenir Next Condensed Regular

7pt Avenir Next Condensed Demi Bold & Medium Italic 7pt Avenir Next Condensed Demi Bold 7pt Avenir Next Condensed Regular

Liew Pei Ling Joanna 刘佩菱

Singapore Registered TCM Physician 中医师 B.Sc.(hons) Biomedical Sciences (NTU, Singapore) B. Med. Chinese Medicine (Beijing University of Chinese Medicine, China) TCMPB Reg. No: T1002626C

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee 101 Penang Road, Singapore 238466 Tel : (65) 6351 9640

Operation Hours Mon - Wed, Fri : 9.30am – 8.30pm Sat - Sun : 9.00am – 4.30pm Closed on Thursday and Public Holidays www.mingyiguan.com.sg

7pt Avenir Next Condensed Demi Bold 7pt Avenir Next Condensed Regular 7pt Avenir Next Condensed Demi Bold


2.5 Ming Yi Guan - Letterhead Dimensions: 210mm(W) X 297mm(H) Color: 1 Color Printing Pantone 188 C 33C 93M 74Y 38K

Paper stock: 100 - 120 gsm paper

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 | Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No. 201612979N


2.6 Letterhead Fonts Indication

8pt Avenir Next Condense Medium & Avenir Next Condense Medium 8pt Avenir Next Condense Regular 8pt Avenir Next Condensed Medium 8pt Avenir Next Condensed Regular

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 | Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No. 201612979N


2.7 Ming Yi Guan - Envelope Format A

Back

Closed Size / Pre-made size: 220mm(W) X 110mm(H) Color: 1 Color Printing Pantone 188 C 33C 93M 74Y 38K

Color of Envelope: White

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No: 201612979N

Front


2.8 Envelope Format A Fonts Indication

Front

8pt Avenir Next Condense Medium & Avenir Next Condense Italic 8pt Avenir Next Condense Regular 8pt Avenir Next Condensed Medium 8pt Avenir Next Condensed Regular

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No: 201612979N


2.9 Ming Yi Guan - Envelope Format B Closed Size / Pre-made size: 162mm(W) x 229mm(H) Color: 1 Color Printing Pantone 188 C 33C 93M 74Y 38K

Color of Envelope: White

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No: 201612979N


3.0 Envelope Format B Font Indication

8pt Avenir Next Condense Medium & Avenir Next Condense Italic 8pt Avenir Next Condense Regular 8pt Avenir Next Condensed Medium 8pt Avenir Next Condensed Regular

MING YI GUAN IN PARTNERSHIP WITH BEIJING HOSPITAL OF TCM House of Tan Yeok Nee, 101 Penang Road, Singapore 238466 Tel: (65) 6351 9640 | Website: www.mingyiguan.com.sg Managed By Perennial TCM Management Pte Ltd 8 Shenton Way, #45-01, AXA Tower, Singapore 068811 | Registration No: 201612979N


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