HKUST BRANDGUIDELINESLAST UPDATED _ DEC 2019OUR BRANDA BRAND IS WHAT PEOPLE THINK ABOUT USwhich is the total impressions they have when hearing or seeing our name. The university brand is our most valuable intangible asset and defines not only what we do but also who we are and why we are doing it.HKUST Brand Guidelines01. BRAND OVERVIEW1.1 Principle p.03 1.2 Our Core Values p.041.3 Brand Positioning p.051.4 Brand Attributes p.081.5 Our Students p.091.6 Brand Equity p.1602. THE VOICE2.1 How Do We Communicate? p.192.2 Brand Expression p.232.3 Editorial Tips p.242.4 Style Guide p.2503. VISUAL IDENTITY3.1 Brand Name p.273.2 Corporate Logo - Bilingual p.28 3.3 Corporate Logo - English p.383.4 Corporate Logo - Chinese p.45 3.5 Abbreviation Logo p.49 3.6 The Logomark p.573.7 Prohibited Use p.593.8 Typeface p.613.9 Color Palette p.653.10 Co-Branding p.6904. VISUAL ELEMENTS4.1 Photography - Style Indication p.74 4.2 Photography - Technical Guidelines p.764.3 Image Usage - Not Recommended Style p.774.4 Image Usage p.784.5 Communciation Template p.7905. COMMUNICATIONS5.1 Corporate Stationery and Souvenirs p.815.2 Printed Materials p.865.3 Digital Materials p.945.4 Video p.101CONTENTSHKUST Brand Guidelines01 BRAND OVERVIEWThe Hong Kong University of Science and Technology (HKUST) as a BRANDHKUST Brand GuidelinesFounded in 1991, HKUST is an international research university with strong ties to global thought leaders, while having wide-ranging connections with Mainland China.It promotes interdisciplinary studies and is dedicated to educating well-rounded students to acquire a strong entrepreneurial spirit and innovative thinking – the necessary foundation and skills for the changing world.HKUST Brand Guidelines1.1 PRINCIPLE A BRAND WE CAN ALLFEEL PROUD OFEvery time we communicate with anybody about HKUST, it will help strengthen our brand impression and exert our influence. If we communicate inconsistently, it will dilute our brand image.The aim of these brand guidelines is to be a tool for us to present HKUST, that reflects our core values and builds an emotional connection with the audience. This brand style guide is intended to be simple and flexible and yet provide clear guidance about how our brand should appear and communicate.Keeping a consistent look and uniform messaging throughout, our communication will help strengthen the credibility and overall recognition of HKUST.01. BRAND OVERVIEW 03HKUST Brand Guidelines1.2 OUR CORE VALUES· Excellence, Integrity, and Academic Freedom · Global Vision and Local Commitment· Can-do Spirit· Inclusiveness, Diversity, and Respect· 1-HKUSTMISSIONTo advance learning and knowledge through teaching and research, particularly: · in science, technology, engineering, management and business studies; and· at the postgraduate levelTo assist in the economic and social development of Hong Kong.VISIONTo be a leading university with signifi...
