Brand Hong Kong Guidelines

1. BRAND HONG KONG GUIDELINES

2. SECTION A
Brand Hong Kong Logo
A.1 Signature Elements
A.2 Primary Signature
A.3 Primary Signature without Brandline
A.4 Secondary Signature
A.5 Dragon Symbol
A.6 Logotype & Brandline
A.7 Colour Palette
A.8 Colour Guide – Full Colour Version
A.9 Colour Guide – Other Versions
A.10 Background Colours – Full Colour Version
A.11 Background Colours – Single Colour Version
A.12 Incorrect Usage
A.13 Typeface

3. BRAND HONG KONG LOGO
A.1 | Signature Elements
The Brand Hong Kong Signature comprises of three elements:
1 The Brand Hong Kong logotype
2 The Brandline
1
3 The Dragon symbol with extending ribbon graphic
2 All elements are set in fixed format and proportion. They must not be
altered in anyway.
3
1
2
3
BRAND HONG KONG GUIDELINES

4. BRAND HONG KONG LOGO
A.2 | Primary Signature
Whenever possible, use the primary version of the Brand Hong Kong
English Version Minimum Size Logo as shown. The primary signature is the full colour Dragon with the
logotype and brandline, used in horizontal format.
The single language version, either Chinese or English, is preferred for
primary usage. If the usage of a single language version cannot be
understood by the target audience, the bilingual version can be used.
40mm
Chinese Version Minimum Size
40mm
Bilingual Version Minimum Size
100mm
BRAND HONG KONG GUIDELINES

5. BRAND HONG KONG LOGO
A.3 | Primary Signature without Brandline
The primary signature can also be used without the brandline.
English Version Minimum Size
30mm
Chinese Version Minimum Size
30mm
Bilingual Version Minimum Size
30mm
BRAND HONG KONG GUIDELINES

6. BRAND HONG KONG LOGO
A.4 | Secondary Signature
When horizontal lock-up is not practical for your graphic requirements,
Version A Version B a secondary signature can be used.
1 The secondary signatures can also be used without the brandline.
1
BRAND HONG KONG GUIDELINES

7. BRAND HONG KONG LOGO
A.5 | Dragon Symbol
1 The Dragon symbol may be used on its own in special
circumstances to fit specific design purposes.
2 The Dragon symbol with standard ribbon graphic
1
2
BRAND HONG KONG GUIDELINES

8. BRAND HONG KONG LOGO
A.6 | Logotype & Brandline
The Brand Hong Kong logotype & Brandline may be used on its own
1 2 3 in special circumstances to fit specific design purposes. The acceptable
versions of Brand Hong Kong logotype & Brandline are shown on
the left.
1 The English version
2 The Chinese version
3 The Bilingual version
1 1 3
2
Logotype & Brandline appear on red background
3
Logotype & Brandline appear on black background
BRAND HONG KONG GUIDELINES

9. BRAND HONG KONG LOGO
A.7 | Colour Palette
Primary Colour Palette
PMS485C Black
Process Colour Process Colour
100M 100Y 100K
RGB Value RGB Value
R: 255 G: 0 B: 0 R: 0 G: 0 B: 0
Secondary Colour Palette
PMS 254C PMS Process Cyan C PMS 369C PMS 382C PMS 144C
Process Colour Process Colour Process Colour Process Colour Process Colour
40C 100M 100C 70C 100Y 25C 100Y 55M 100Y
RGB Value RGB Value RGB Value RGB Value RGB Value
R: 152 G: 55 B: 142 R: 43 G: 170 B: 225 R: 111 G: 190 B: 68 R: 203 G: 219 B: 42 R: 248 G: 152 B: 56
BRAND HONG KONG GUIDELINES

10. BRAND HONG KONG LOGO
A.8 | Colour Guide – Full Colour Version
The logo should, whenever possible, be reproduced in full colour on a
Full-Colour Version (Process Colour Gradient) white background. 4 colours printing is the preferred option and should
be used as often as possible because only these inks can reproduce the
100M full brightness of the signature colours.
100Y
Solid colours can be used if gradient colour is not possible.
100K
100C 100C 40C 20C 100C 40M 100M 40c 10C 40M 100M
100M 100M 100Y 100Y 100Y 100Y 100M 100M 100Y 100Y
Full-Colour Version (Solid Colour)
PMS
485C
Black
PMS
485C
Process Cyan C PMS 382C PMS 144C PMS 254C
BRAND HONG KONG GUIDELINES

11. BRAND HONG KONG LOGO
A.9 | Colour Guide – Other Versions
Alternative colour application can be used if the full-colour logo cannot
Two-Colour Version be created.
PMS
485C
Black
PMS
485C
Single-Colour Version
PMS
485C
Black & White Version
Black
BRAND HONG KONG GUIDELINES

12. BRAND HONG KONG LOGO
A.10 | Background Colours – Full Colour Version
The primary background colours of Brand Hong Kong are White
and Black.
Full-Colour Version on Primary Background Colour (white)
Full-Colour Version on Primary Background Colour (black)
BRAND HONG KONG GUIDELINES

13. BRAND HONG KONG LOGO
A.11 | Background Colours – Single Colour Version
Single-colour logo can be used on colour backgrounds.
Single-Colour Version on PMS 485C Single-Colour Version on PMS 144C
Single-Colour Version on PMS 254C Single-Colour Version on PMS 382C
Single-Colour Version on PMS 369C Single-Colour Version on PMS Process Cyan C
BRAND HONG KONG GUIDELINES

14. BRAND HONG KONG LOGO
A.12 | Incorrect Usage
The Brand Hong Kong logo must always be applied thoughtfully,
1 2
carefully and appropriately. The examples on this page illustrates
incorrect usage of the logo.
1 Never flip the dragon symbol.
2 Never reposition and resize the elements.
3 Never rearrange the colour gradation of the symbol.
4 Never change the typography in the signature.
3 4
5 Never apply special effect on the signature
6 Never place any other graphic device around the signature.
7 Never reproduce the signature on textured or complex
background.
8 Never create an outline around the signature.
5 6
7 8
BRAND HONG KONG GUIDELINES

15. BRAND HONG KONG LOGO
A.13 | Typeface
Trade Gothic LH Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 $¥£@®©™æ§#ø¢%˚&?!;:~–"/()[]<>+-÷=
Trade Gothic LH Bold Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 $¥£@®©™æ§#ø¢%˚&?!;:~–"/()[]<>+-÷=
Trade Gothic Light Trade Gothic Medium Trade Gothic Bold No.2
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 $¥£@®©™æ§ 1234567890 $¥£@®©™æ§ 1234567890 $¥£@®©™æ§
#ø¢%˚&?!;:~–"/()[]<>+-÷= #ø¢%˚&?!;:~–"/()[]<>+-÷= #ø¢%˚&?!;:~–"/()[]<>+-÷=
!"# !"# !" !"#
$%&#'( !$%#&' #$%"&' $%&#'(
BRAND HONG KONG GUIDELINES

16. SECTION B
Supergraphic
B.1 Version 1 (Dragon Symbol with
Circular Ribbon Graphic)
B.2 Version 2 (Dragon Symbol with
Circular Ribbon & Icons Graphic)
B.3 Version 3 (Dragon Symbol with
Ribbon & Icons Graphic)
B.4 Version 4 (Icons Graphic within
Dragon Symbol
B.5 Icons in colours
B.6 Icons in black

17. SUPERGRAPHIC
B.1 | Dragon Symbol with Circular Ribbon Graphic
BRAND HONG KONG GUIDELINES

18. SUPERGRAPHIC
B.2 | Dragon Symbol with Circular Ribbon & Icons Graphic
BRAND HONG KONG GUIDELINES

19. SUPERGRAPHIC
B.3 | Dragon Symbol with Ribbon & Icons Graphic
BRAND HONG KONG GUIDELINES

20. SUPERGRAPHIC
B.4 | Icons Graphic within Dragon Symbol
BRAND HONG KONG GUIDELINES

21. SUPERGRAPHIC
B.5 | Icons in colours
BRAND HONG KONG GUIDELINES

22. SUPERGRAPHIC
B.6 | Icons in black
BRAND HONG KONG GUIDELINES