very special arts singaporevsaBrand Identity Manual
© 2012 Very Special Arts singapore. All rights reserved
contents
This is a guide to all the basic elements that make up Very Special Arts Singapore. Please treat our identity with dignity and grace.
05 Introduction
Our Identity 09 Symbol11 Our Typeface12 Logotype13 Relationship 1 15 Relationship 217 Relationship 319 Printing in Small Areas21 Colour Usage23 Colour Backgrounds25 Incorrect Uses
Applications 29 Business Card30 Letterhead32 Envelope 33 Website Interface35 Newsletter36 Corporate Video
“Art and disability is about building an inclusive society.
Inclusion teaches us that all means all. Everybody. No exceptions.”
introduction
Very Special Arts Singapore, VSA, is a charity launched in September 1993 to provide people with disabilities with opportunities to access the arts for rehabilitation and social integration.
=LY`�:WLJPHS�(Y[Z�:PUNHWVYL�3[K�PZ�H�UVU�WYVÄ[�JOHYP[`�HɉSPH[LK�SVJHSS`�[V�5H[PVUHS�Council of Social Service and internationally to Very Special Arts, an international arts organisation. In Singapore, it was launched by our Patron, Professor Tommy Koh on 27 September 1996.
We run Visual and Performing Arts programmes for children, youths and adults with disabilities; as well as special education teachers, trainers, volunteers and parents of these special people.
Our programmes range from Handicraft workshops, Saori Handweaving fashion show, Art Seminars, Children’s Arts Camp, Art and Handicraft Exhibitions, public performances to dance therapy sessions, overseas arts exchanges and artist attachments.
5
Our Mission
To provide every individual with disability the opportunities to access the Arts for the purposes of Rehabilitation and Social Integration.
Objectives
;V�WYVTV[L�[OL�LK\JH[PVUHS��YLOHIPSP[H[P]L�HUK�[OLYHWL\[PJ�ILULÄ[Z�VM�=PZ\HS�HUK�Performing Arts.
To integrate individuals with disabilities into mainstream society through the Arts.
;V�HZZPZ[�PUKP]PK\HSZ�^P[O�KPZHIPSP[PLZ�VI[HPU�ÄUHUJPHS�HZZPZ[HUJL�PUKLWLUKLUJL�[OYV\NO�Arts-Making.
6
our identity
the symbol
I am round and red, passionate and energetic!
9
This symbol is constructed by four calligraphic brush strokes. Symbolically, it represents the Arts, which is often depicted by the fours components – painting, dance, drama and music.
(Z�H�TLS[PUN�WV[�VM�KPɈLYLU[�J\S[\YLZ��[OLZL�MV\Y�IY\ZO�Z[YVRLZ�HSZV�Z`TIVSPZL�[OL�MV\Y�KPɈLYLU[�YHJLZ�PU�:PUNHWVYL��;OL�IY\ZO�Z[YVRLZ�LU]LSVWLZ�VUL�HUV[OLY��WYV]PKPUN�LHJO�V[OLY�^P[O�WYV[LJ[PVU�HUK�Z\WWVY[��;VNL[OLY��[OL`�MVYT�H�\UP[LK�^OVSL�JVTT\UP[ �̀�([�VSA, we emphasize the importance of our community and that art is for all.
This quiet form radiates outwards in a circular manner, like the sun. Similarly, we are energetic and strive to overcome whatever challenges that come our way.
x
x
10
our typeface
We use the Helvetica Neue family for our corporate typeface.
/LS]L[PJH�5L\L�OHZ�Z[Y\J[\YHSS`�\UPÄLK�OLPNO[Z�HUK�^PK[OZ�HTVUN�P[Z�JOHYHJ[LYZ��0[�also has improved legibility, increased spacing in numbers, and heavier punctuation marks. Its neutrality makes it very adaptable for various design collaterals. You will also be spoilt for choice with the wide range of weights avaiable in the Helvetica Neue family!
Aa AaHelvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%&*()-+=:;”’,./?\
Helvetica Neue Light
ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ!@#$%&*()-+=:;”’,./?\
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logotype
very special arts singapore
very special arts singapore
I am regular
I am lightWe are set in lower-case as people say that we are friendly and approachable
I am light too!
Unlike letters ‘v’ and ‘s’, I am red. I am told that I am special as ‘a’
stands for Arts and the names of our programmes also begin with a letter ‘a’.
vsa12
relationship 1
13
1.5x12x
x
7x
This is the horizontal logo. As its name suggests, it is to be applied on horizontal applications such as pens.
This logo is also the primary logo we adopt.
14
relationship 2
very special arts vsa
singapore
15
In this logo, the symbol and the logotype have equal balance. Hence, it should be used or applied on square surfaces such as mugs.
17x
7x
2x
2x
16
relationship 3
17
This is the vertical logo. It is to be applied on long vertical surfaces such as standing banners.
17x
2x
7x
x
18
The minimum size of the symbol is 5 mm in print, measuring the height of the symbol from dimple to dimple as shown. Allow minimum clear space as shown when applying the logo.
Relationship 1
printing in small areas
5 mm
aa
aa
19
Relationship 2
Relationship 3
5 mm
aa
a
very special arts vsa
singapore
5 mm
aa
aa
a 20
colour usage
Red is our primary colour. It is bright and bold, energetic and young.
90M 85Y239R 65G 54BWeb #ef4136
Black is used as it provides great contrast when placed together with red.
100K35R 31G 32BWeb #231f20
Grey is used as a secondary colour.
40K167R 169G 172BWeb #a7a9ac
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Neutral Colours
Dynamic Colours
The system
The red, black and grey are our main corporate colours. However, the palette is expanded to include the neutral as well as the dynamic colours. A combination of dynamic and neutral colours can be used simultaneous and not necessarily within its own colour group as long as the integrity of the brand is not diminished.
;V�OLSW�`V\�NL[�Z[HY[LK��^L�OH]L�KLÄULK�H�JVYL�ZL[�VM�JVSVYZ��+V�UV[�MLLS�SPTP[LK�[V�only the colors shown above. So be creative!
90M 85Y
10M 100Y
55C 100K
50M 100Y
55C 5Y
35C 100Y
65C 100M
100k 40K 5C5M5Y
20K 40C45M55Y10K
50C54M65Y30K
20C20M20Y
22
colour backgrounds
>VUKLY�^OLU�[OL�SVNV�ZOV\SK�IL�PU]LY[LK�YL]LYZLK�[V�^OP[L&�(�ZPTWSL�Y\SL�PZ�[V�KV�ZV�when the value of black (key) is above 50. Otherwise, the logo in full colour should be used at all times.
10K 100K
30K 60K
20K 80K
40K 50K
vsa very special arts singapore vsa very
special arts singapore
vsa very special arts singapore vsa very
special arts singapore
vsa very special arts singapore vsa very
special arts singapore
vsa very special arts singapore vsa very
special arts singapore
23
When applying the logo onto a light or pale background, you may use the original logo without making any changes to it.
vsa very special arts singaporevsa very
special arts singapore
vsa very special arts singaporevsa very
special arts singapore
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Do not stretch or condense the logo.
Do not alter the logo.
Do not rotate the logo.
Do not add drop shadows.
incorrect uses
vsa very special arts singapore
Do not alter the VSA logo in any way. Do not animate, color, rotate, skew, or applyLɈLJ[Z�[V�[OL�SVNV��+V�UV[�ZLWHYH[L�[OL�LSLTLU[Z��5L]LY�H[[LTW[�[V�JYLH[L�[OL�SVNVyourself, change the font, or alter the size or proportions.
25
Never place the logo on a visually cluttered or patterned background.
Do not separate and rearrange the elements in the logo.
Do not apply the logo on a dark background or onto a colour which is very close to the signature red.
26
applications
business card
Empowering creativity
FrontFront
Dimension: 54 x 86 mm
Back
Yeow Shin Shin, ChristopherPBM, M Sc, C Eng, MI Prod EExecutive Director
M +65 9100 6892E [email protected]
Very Special Arts Singapore LtdBlk 133 Bedok North Ave 3 #01-138 Singapore 460133T +65 6448 6275 F +65 6441 6403E [email protected] W http://www.vsa.org.sg
vsa very special arts singapore
in people with disabilities
29
letterhead
Master Page
in people with disabilitiesEmpowering creativity
Very Special Arts Singapore LtdBlk 133 Bedok North Ave 3 #01-138 Singapore 460133T +65 6448 6275 F +65 6441 6403 E [email protected] W http://www.vsa.org.sg
3 April 2012
Kwek Siew Jin170 Ghim Moh Road#01-02 Singapore 279621
Dear Mr Kwek,
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio.
Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat.
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio.
Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat.
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio.
Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat.
Very Special Arts Singapore Ltdprovides opportunities for people with disabilities to access the Arts for the purpose of rehabilitation and social integration. VSA Singapore is affiliated to the National Council of Social Services and VSA International and her network in over 53 countries.
PatronProfessor Tommy KohAmbassador-at-large Republic of Singapore
vsa very special arts singapore
Body text: 9 pt Helvetica Neue Regular
This red dash serves as a folding line, helping
you to fold the letter into 3 equal parts.
The salutation shoud sit above the folding line.
30
Continuation Page
vsa very special arts singapore
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio.
Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat.
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio.
Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat.
Yours sincerely,Yeow Shih Shin ChristopherExecutive Director
Body text: 9 pt Helvetica Neue Regular
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Front
Back
vsa very special arts singapore
Christopher Robbins3434 Bifford Drive
London SE1 4SS UK
in people with disabilitiesEmpowering creativity
If undelivered, please return to:Very Special Arts Singapore Ltd Blk 133 Bedok North Ave 3 #01-138 Singapore 460133
envelope
Address:12 pt Helvetica Neue Regular
32
website
33
Home Page
34
newsletter
35
corporate video
36
Empowering creativity in people with disabilities