Brand Guidelines

Introduction

Why do we need the Brand Guidelines?

Internally within TMU we promote our shared values. Externally we communicate a consistent brand message to our partners. Brand guidelines help enhance the effectiveness of these internal and external communications with strengthened brand visibility and credibility.

For existing staff

Brand guidelines make it easier for staff members to learn how to communicate with our audiences and what important values and messages to convey. We want to make sure that our staff members clearly understand what makes us different from other universities.

For new employees

We want to help newly employed staff members to quickly and effectively familiarize themselves with our values through the Brand Guidelines. These Guidelines provide a reference for clear communication.

For our partners

The Guidelines provide clear directions for communications of key messages. Clear articulation of our achievements and their social impact helps our partners to better understand the values we hold dear and creates opportunity for in-depth collaboration.

For our audience

The Guidelines clearly define our brand identity and the tone of voice to be adopted in our communications in order to reflect the unique personality of TMU. We believe this strengthens the connection between TMU and our audience.

Brand philosophy

Vision/ Mission/ Values/ Positioning

Vision

be a world leader in health science education and research

Mission

We cultivate biomedical professionals with humanity, innovation and global vision for them to proactively contribute to healthcare, bioscience research, and social service.

Values

Humanity－we are people-orientated, our aim is to be professional and courteous to others.

Integrity－we uphold the values of honesty, integrity and responsibility, as well as an organizational culture of mutual trust.

Innovation－we encourage innovation, risk-taking and pursuance of excellence for extraordinary results.

Collaboration－we seek to create a diverse, cross-disciplinary team working towards the creation of sustainable achievement.

Service－we value the contribution and service of others and seek to be a positive influence in our community that helps to promote the needs of society.

Positioning

An innovative university with strong roots in medical education, solid contribution to clinical biomedicine, and extensive social influence.

Communication strategy

Key message

The core values and positioning of TMU are aligned to the perspectives of international students and partners, whilst the five key messages inspire readers’ understanding and imagination of an “innovative university”. It is recommended to emphasize at least one of the five key messages in everything delivered, in order to fully adhere to our brand positioning.

Sustainability

Creating a sustainable environment

We keep investing resources to create an environment that supports innovation and empowers entrepreneurs.

Diversity

Proactively listening and sharing

We value diversity and have established a smooth communication channel for all kinds of parties.

Collaboration

Actuating a collaborative process

We keep investing resources to create an environment that supports innovation and empowers entrepreneurs.

Originality

Acquiring and broadening perspectives

We continuously connect resources across countries, industries and sectors to help us to discover cooperation opportunities.

Impact

Making a positive social impact

The results of innovation must contribute positively to the values of society and lead to a better future.

Brand identity

Brand Personality

Brand personality encompasses our thoughts, feelings and actions. If we want to maintain the emotional connection with the audience, a clear and consistent impression must be conveyed in every communication.

Confident

We know what we are capable of and we’re not afraid of challenges

Proactive

We act actively and swiftly

Open-minded

We pay attention to and accept different ideas

Problem-Solving

We solve the problem thoroughly and strive for sustainable development

Diligent

We devote more effort to achieving our goals

Brand color

The brand color- “TMU Red” which represents innovation and the sparks for igniting our creativity and energy. The exclusive combination of TMU red, white and black are the theme colors for all publications to actively convey the brand positioning of an innovative university.

Primary color

◆TMU Red

CMYK 0/72/73/44
RGB 143/40/39
HEX #8F2827

◆White

CMYK 0/0/0/0
RGB 255/255/255
HEX #FFFFFF

◆Black

CMYK 0/72/72/89
RGB 29/8/8
HEX #1D0808

Accent colors

Accent colors are brand tones visible to the eyes. They put emphasis on key messages to help us reinforce the communications about innovation.

Sustainability

◆Sustainable Green

CMYK 76/0/11/63
RGB 23/94/84
HEX #175E54

◆Thriving Green

CMYK 33/0/16/0
RGB 172/255/215
HEX #ACFFD7

Impact

◆Powerful Red

CMYK 0/74/74/17
RGB 211/55/55
HEX #D33737

◆Blossom Orange

CMYK 0/52/76/6
RGB 239/115/57
HEX #EF7339

Collaboration

◆Wisdom Blue

CMYK 63/27/0/38
RGB 58/114/157
HEX #3A729D

◆Trust Blue

CMYK 50/12/0/14
RGB 110/193/220
HEX #6EC1DC

◆Practical Blue

CMYK 22/0/3/12
RGB 175/224/218
HEX #AFE0DA

Diversity

◆Harmony Yellow

CMYK 0/20/90/4
RGB 245/197/24
HEX #F5C518

Originality

◆Root Brown

CMYK 0/29/46/41
RGB 150/106/81
HEX #966A51

Fonts

Five fonts are available for you to use in different contexts and media.

Primary fonts

The sans-serif font, also the major rolein communications. It can be used forboth headlines and body copy.

The serif font. Suitable for smaller texts and longer paragraphs for ease ofreading.

Exaggerated contrast between thick and thin strokes makes it the choice for dynamic headlines. Not suitable for body text.

The sans-serif Chinese font, the primary font in Chinese communications. It can be used for both headlines and body copy.

Alternate font

Alternative to OpenSans font in informal, non-business contexts.

Photography

Graphics

Photography is used to reflect the brand spirit and personality of TMU and strengthen the brand image. Regardless of the type of photo, it must tell a real, coherent and compelling story.

People

Focus on the body movements and facial expressions in the moment.
Use special angles to create interesting visuals.
Portraits should be taken in their everyday environment for better storytelling.
Put the person on the center stage, not just a supporting role to the framing.
Feature TMU Red, and perhaps other accent colors, in the photo if possible.

Scenes

Choose landmarks or symbolic locations familiar to the target audience.
For admission purposes, the photos must present the most attractive scenes on campus.
When using multiple photos for a story, include photos with various depths of field to enrich the audience’s experience.
People appearing in the scene should not be the focus of the photo.

Objects

Showcase the interaction between human and objects.
Focus more on small or often overlooked movements.
Ensure that the operation is compliant and the shooting is done in a safe environment.

Image Selection and cropping

Rules of image selection

With clear meaning
With emotion and interaction
Real and convincing
Positive and with potential for further development
Consistent with the context
Confirm fair use

Rules of composition and cropping

Crop with fixed length/width ratios
Eye-pleasing and comfortable image ratios are 16:9, 4:3, 3:2, or 1:1. It’s not recommended to crop arbitrarily.
Avoid truncation
Do not crop on a clear line of demarcation to avoid a sense of truncation. Take portraits as an example, it should not be cropped at the joints of a person but at the midsection of the limbs or torso.
Give sufficient visual space to the subject
The audience’s attention is easily guided by the subject’s line of sight. It is recommended to keep enough space for subject to reduce the feeling of oppression.
Crop to enhance the subject
Remove redundant elements from the scene to make the subject stand out.
Follow the “Rule of Thirds”
Divide the image both vertically and horizontally into thirds, and arrange the subject at where the lines cross, which helps to bring attention to it.

Images to avoid

Having negative connotations or without implications for further development

Without a clear meaning

With extreme angles that look unnatural

Videos

Opening

The videos should keep following the brand guidelines. Always think about what you are producing? who are you talking to? What do you want to achieve?

Is there a clear goal for the video? Yes, pick one before you go!
Could the video attract the audience to go through it all in the first three seconds?
Could we keep the copy short and powerful?

Body

Videos are best positioned to tell a compelling story. Don’t lose any single chance to use it.

Is there enough time for the audience to digest the information?
Can the video be watched in silence mode without affecting the understanding of the content?

Ending

While the opening sets the tone for the overall narrative, it is still important to have a good, expandable ending, which is why a call to action (in this case, TMU website and hashtag) is so important. The storytelling may start without a logo or title in the opening, but it must end with the TMU logo.

Did we suggest a call to action?

Frames to avoid

Post-production must consider the composition and cropping of images and photos.

Do not place graphics on key images.

Make sure the text is clear and readable when using background not in solid colors.

Do not use text blocks that are too small.

Keep the text short and concise. Do not use more than three lines.

Do not use all caps for every word.

Do not cram too much information into one frame.