LS CORPORATE IDENTITY MANUAL GUIDELINE
LS CORPORATE IDENTITY MANUAL GUIDELINE
CONTENTS Introduction P. 3 5. Applications of the L S Logo P. 20 Message From CEO P. 5 Stationery Items 5.1 Name Card a. for the Administrative Staff b. for the Pharmacist c. for the Consmetic Staff 5.2 Letterhead 5.3 Second Sheet 5.4 Envelope 5.5 Comploment Slip P. 21 P. 22 P. 23 P. 24 P. 25 P. 26 P. 27 P. 28 L S Identity Items 5.5 L S VIP Card 5.6 Shopping Bag 5.7 Truck 5.8 Uniform P. 30 P. 31 P. 32 P. 33 1. The L S Logo 1.1 Core element 1.2 Minimum Size 1.3 Spacing 1.4 Variations in colour a. Black and white version colour b. Metallic version c. Improper use of the L S logo P. 6 P. 7 P. 8 P. 9 P. 10 P. 11 P. 12 2. L S Colours P. 16 3. L S Typeface P. 18 4. Abbreviation P. 19
CONTENTS  Introduction  P. 3  5. Applications of the L S Logo  P. 20  Message From CEO  P. 5  Stationery Items 5.1 Name Ca...
INTRODUCTION 3 L S identity is a new brand owning by the Lung Shing Dispensary in 2015. This guideline will help to build and strengthen the new brand image and maintain the brand integrity. The new brand identity is developed with detailed considerations. It can be ensured that the consistency of the brand identity as well as the userfriendly implementations. The purpose of this Guideline is to ensure the consistency of the L S identity implementations by outlining the main graphic standards. This Guideline will cover the brand logo, the uses of logo; stationery set design and applications items. If you have any enquiries about the L S identity, please contact the L S Design Department. Enquiries: Ms. Winnie Leung Supervisor, L S Design Department Direct line: 2345 6789 Email: winnieleung@ls.com.hk
INTRODUCTION  3  L S identity is a new brand owning by the Lung Shing Dispensary in 2015. This guideline will help to buil...
MESSAGE FROM CEO Lung Shing Dispensary opened over forty years. We are very pleased with the loved by everyone. We keep updating the fashion cosmetic products and medicals from local, Japan, Korea and other Western countries. Operating the maximum capacity with best quality of products. We deserve the credit for the most popular and reliable pharmacy awards in 2013. It is encouraging reward for us in these pasting years. Look to the future, Lung Shing Dispensary is going to operate a new branch shop to cater a new generation of customers. It is a brand new image apart from Lung Shing Dispensary. The new luxurious shop named as L S. It is a stylish, modern and smart new mini brand under Lung Shing. We are pleasant to share this news to all of you. L S will be a new start for Lung Shing development 4
MESSAGE FROM CEO  Lung Shing Dispensary opened over forty years. We are very pleased with the loved by everyone. We keep u...
VISUAL IDENTITY
VISUAL IDENTITY
LOGO 6 Core Element The L S logo, designed in 2015, is a new signature of Lung Shing Dispensary. The logo was inspired by the ordered arrangement of products and the diversity of the products selling in Lung Shing Dispensary. LS The L S logo symbolizes three main categories of the medicals; skin and hair care products and cosmetics.
LOGO  6  Core Element  The L S logo, designed in 2015, is a new signature of Lung Shing Dispensary. The logo was inspired ...
LOGO 7 Core Elements LS logo consists of two elements: 1. the L S mark 2. the logotype mark LS logotype In all possibel circumstances the L S symbol and the logotype will be used together as a single unit. The spatial relationship between the symbol and logotype is fixed and must not be altered in any other way.
LOGO  7  Core Elements  LS logo consists of two elements  1. the L S mark 2. the logotype mark  LS  logotype  In all possi...
LOGO 8 Minimum Size To ensure the readability and quality of the print reproduction, the minimum size must not be smaller than 12 mm in length. For the uses on digital version, the minimum size must not be smaller than 250 pixels in length. LS 12 mm Print version only LS 250 pixels On screen and web version
LOGO  8  Minimum Size  To ensure the readability and quality of the print reproduction, the minimum size must not be small...
LOGO 9 Spacing 2x x 2x 2x 2x The “white space’” must be maintained around the L S logo. Please refer to the requirement of the distance on the left. The distance (x), is equal to the thickness of the top head of the symbol showed on the left. In special circumstances when the L S mark is used alone, the amount of “white space” must also be retained. 2x 2x LS 2.6x 2x 2x 2x 2x No matter in any publications, the L S logo must be placed on the top and must no be placed around by any lines, graphics, shapes, pictures, photos, ect. Please refer to the 5.2 identity design.
LOGO  9  Spacing  2x  x  2x  2x  2x  The    white space       must be maintained around the L S logo. Please refer to the ...
LOGO 10 Variants in colour L S logo is maiinly in two colour versions. They are used depends on the background of colour they are placed on. LS Black on a white background LS White on a black background The Black on white background is the main logo for the products and sationary items. The white on black background is only be used when the L S logo is put on black or dark colour background. Colour code: Black : 100K White : 0000
LOGO  10  Variants in colour  L S logo is maiinly in two colour versions. They are used depends on the background of colou...
LOGO 11 Variations in colour The uses of metallic version only be used in special occastions e.g. initation cards, souvenir items is permitted.These metallic vesion must not be used in screen or web-based media. LS LS Gold Silver Colour codes: Metallic gold CMYK: 20C 43M 100Y 13K RGB: 170/138/0 Pantone: 872 Metallic silver pantone CMYK: 30K RGB: 204/204/204 Pantone: 877
LOGO  11  Variations in colour  The uses of metallic version only be used in special occastions e.g. initation cards, souv...
LOGO 12 Incorrect Use of Colour LS LS Change the colours of the L S logotype Change the colours of the L S mark Change the colour of the logo stroke LS Adding stroke on the L S logotype LS Change the colours of the logotype LS Change the colours of the L S logo In order to ensure consistency and maintain the brand image, the L S logo should always be used in provided version downloaded from the L S internet. The following examples are improper use of the college logo and should not appear in any circumstances.
LOGO  12  Incorrect Use of Colour  LS  LS  Change the colours of the L S logotype  Change the colours of the L S mark  Cha...
LOGO 13 Incorrect Use of Background LS LS Gradient (multi-colour) background Two or more coloured background LS LS Photo Background Gradient (linear) background LS Vibrant colour background LS Graidient (radical) background In order to ensure consistency and maintain the brand image, the L S logo should always be used in provided version downloaded from the L S internet. The following examples are improper use of the college logo and should not appear in any circumstances.
LOGO  13  Incorrect Use of Background  LS  LS  Gradient  multi-colour  background  Two or more coloured background  LS  LS...
LOGO 14 Improper Effects In order to ensure consistency and maintain the brand image, the L S logo should always be used in provided version downloaded from the L S internet. The following examples are improper use of the college logo and should not appear in any circumstances. Gradient (linear) L S logo LS Vibrant colour L S logo Gradient (multi-colour) L S logo Outlinging the L S logo Fill in colour of the L S Mark Brightening the L S logo
LOGO  14  Improper Effects  In order to ensure consistency and maintain the brand image, the L S logo should always be use...
LOGO 15 Improper Alteration and Arrangement of Logo LS LS Changing the arrangement of the L S mark and logotype LS Altering the size of the L S mark and logotype Changing the typeface of L S logotype LS Altering the size of the L S mark and logotype LS Changing the size of the L S mark and logotype LS Rotating the L S mark randomly In order to ensure consistency and maintain the brand image, the L S logo should always be used in provided version downloaded from the L S internet. The following examples are improper use of the college logo and should not appear in any circumstances.
LOGO  15  Improper Alteration and Arrangement of Logo  LS LS Changing the arrangement of the L S mark and logotype  LS  Al...
COLOURS Mood Board 16
COLOURS Mood Board  16
COLOURS 17 Primary and Secondary Colour L S ‘s corporate colours are mainly Black and White. The colours are available in Pantone, CMYK, RGB and HEX depending on the required use of application. The uses of metallic version only be used in special occastions e.g. initation cards, souvenir items is permitted.These metallic vesion must not be used in screen or webbased media. Primary Colour Pantone Black CMYK 100K RGB 0/0/0/0 HEX 000000 Secondary Colour Pantone White CMYK 0/0/0/0 RGB 255/255/255 HEX FF FFF F Pantone 872 CMYK 20/43/100/13 RGB 170/138/0 HEX aa8a00 Pantone 877 CMYK 0/0/0/30 RGB 204/204/204 HEX cccccc
COLOURS  17  Primary and Secondary Colour  L S    s corporate colours are mainly Black and White. The colours are availabl...
TYPEFACE 18 English and Chinese Typeface Logo Body Myriad Pro Light Semiextended Myriad Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Headline Sub-headline Myriad Pro Bold Myriad Pro Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Chinese Typeface Hiragino Sans GB 這是一段示範文字,用作式別用途。 Adobe Myriad Pro font families are chosen to the English typefaces because of their high readability and the style of type meet the core value of the brand. This should apply for all applications of the L S brand visual identity. Hiragino Sans GB is used for the Chinese typeface because of their high readability and the style of type meet the core value of the brand. This should apply for all applications of the L S brand visual identity.
TYPEFACE  18  English and Chinese Typeface  Logo  Body  Myriad Pro Light Semiextended  Myriad Pro Light  ABCDEFGHIJKLMNOPQ...
ABBRECIATIONS The full name of the brand is Lung Shing. However, the new brand will mainly named as short form L S. Please strictly observe the use of the upper case”L” “S” in any implementations. 19 LS L S LS Ls lS ls
ABBRECIATIONS  The full name of the brand is Lung Shing. However, the new brand will mainly named as short form L S. Pleas...
Applications of the L S Logo STATIONERY ITEMS
Applications of the L S Logo  STATIONERY ITEMS
STATIONERY ITEMS 21 Name Cards 18mm All the name cards should use the brand standard design which only includes the L S logo. The logos of the individual/offices/ centres cannot appear on the name card. 32mm The size and design of the name card must not be altered and need to follow the brand standard design template. Name cards must be printed by the L S department. The front side of the name card design. Specifications: Size: Colour: Paper: 50mm (W) x 90mm (H) Black and White Nettuno 36-215-03 DL/AS LS
STATIONERY ITEMS  21  Name Cards  18mm  All the name cards should use the brand standard design which only includes the L ...
STATIONERY ITEMS 22 Name card - Administrative staff 19.5mm All the name cards should use the brand standard design which only includes the L S logo. The logos of the individual/offices/ centres cannot appear on the name card. 11.7mm The size and design of the name card must not be altered and need to follow the brand standard design template. Name cards must be printed by the L S department. LS 15mm Winnie Leung Specifications: Size: Colour: Paper: 50mm (W) x 90mm (H) Black and White Nettuno 36-215-03 DL/AS Name: Title: Contact info: Myriad Pro Light (9 point) Myriad Pro Light (7point) Myriad Pro Light (7point) Marketing Manager T: +852 3990-9901 lungshingstore@ls.com.hk 9.3mm 0.7mm
STATIONERY ITEMS  22  Name card - Administrative staff  19.5mm  All the name cards should use the brand standard design wh...
STATIONERY ITEMS 23 Name card - Pharmacist 19.5mm All the name cards should use the brand standard design which only includes the L S logo. The logos of the individual/offices/ centres cannot appear on the name card. 11.7mm The size and design of the name card must not be altered and need to follow the brand standard design template. Name cards must be printed by the L S department. LS 15mm Davy Lee Specifications: Size: Colour: Paper: 50mm (W) x 90mm (H) Black and White Nettuno 36-215-03 DL/AS Name: Title: Contact info: Myriad Pro Light (9 point) Myriad Pro Light (7point) Myriad Pro Light (7point) Pharmacist Shop 7T009, Level 7, Departures Check-in Hall, Hong Kong International Airport T: +852 3990-9900 lungshingstore@ls.com.hk 7.7mm 0.7mm
STATIONERY ITEMS  23  Name card - Pharmacist  19.5mm  All the name cards should use the brand standard design which only i...
STATIONERY ITEMS 24 Name card - Cosmetics Department 19.5mm All the name cards should use the brand standard design which only includes the L S logo. The logos of the individual/offices/ centres cannot appear on the name card. 12.5mm The size and design of the name card must not be altered and need to follow the brand standard design template. Name cards must be printed by the L S department. LS 15mm Marrie Ma Specifications: Size: Colour: Paper: 50mm (W) x 90mm (H) Black and White Nettuno 36-215-03 DL/AS Name: Title: Contact info: Myriad Pro Light (9 point) Myriad Pro Light (7point) Myriad Pro Light (7point) Cosmetic Department Manager Shop 7T009, Level 7, Departures Check-in Hall, Hong Kong International Airport T: +852 3990-9900 lungshingstore@ls.com.hk 7.7mm 0.7mm
STATIONERY ITEMS  24  Name card - Cosmetics Department  19.5mm  All the name cards should use the brand standard design wh...
STATIONERY ITEMS 25 Letterhead 19.7mm The standard brand letterhead is meant for all uses. It should be printed by the designated printer appointed by L S. Specifications: Size: Colour: Paper: 14.6mm 50mm LS 20mm 210mm (W) x 297mm (H) Black and White Nettuno 36-100-02 0.7mm Shop 7T009, Level 7, Departures Check-in Hall, Hong Kong International Airport T: +852 3990-9900 lungshingstore@ls.com.hk 10.2mm LUNG SHING Contact info: Brand name: Myriad Pro Light (8 point) Myriad Pro Light (8 point) 65mm Body text working space 34mm 20mm
STATIONERY ITEMS  25  Letterhead 19.7mm  The standard brand letterhead is meant for all uses. It should be printed by the ...
STATIONERY ITEMS 26 Second Sheet 19.7mm The standard brand letterhead is meant for all uses. It should be printed by the designated printer appointed by L S. 14.6mm LS 50mm Specifications: Size: Colour: Paper: 210mm (W) x 297mm (H) Black and White Nettuno 36-100-02 Contact info: Brand name: Myriad Pro Light (8 point) Myriad Pro Light (8 point) 65mm Body text working space 20mm 34mm LUNG SHING 10mm 7mm 65mm 20mm
STATIONERY ITEMS  26  Second Sheet 19.7mm  The standard brand letterhead is meant for all uses. It should be printed by th...
STATIONERY ITEMS 27 Envelope All departments should use the standard design of the brand envelope. Only the logo is featured on the envelope. The logo, names and corresponding address of individual office logo are not allowed on the brand enveloped. It should be printed by the designated printer appointed by L S. Specifications: Size: Colour: Paper: 220mm (W) x 115mm (H) Black and White Nettuno 36-100-02 DL Contact info: Myriad Pro Light (8 point) LS Shop 7T009, Level 7, Departures Check-in Hall, Hong Kong International Airport 10mm 16.8mm 11.4mm
STATIONERY ITEMS  27  Envelope  All departments should use the standard design of the brand envelope. Only the logo is fea...
STATIONERY ITEMS 28 Compliments Slip Standard of the brand compliments slip was designed for the brand. Only the logo is featured on the compliments slip. 68.5mm 7mm The logo, names and corresponding address of individual office logo are not allowed on the brand compliments slip. LS It should be printed by the designated printer appointed by L S. Specifications: Size: Colour: Paper: 105mm (W) x 148mm (H) Black and White Nettuno 36-215-02 DL/AS Shop 7T009, Level 7, Departures Check-in Hall, Hong Kong International Airport T: +852 3990-9900 lungshingstore@ls.com.hk 3.5mm Contact info: Myriad Pro Light (6 point) 40.7mm
STATIONERY ITEMS  28  Compliments Slip  Standard of the brand compliments slip was designed for the brand. Only the logo i...
Applications of the L S Logo IDENTITY ITEMS
Applications of the L S Logo  IDENTITY ITEMS
IDENTITY ITEMS 30 VIP Card In order to thank you for the costumers support, a VIP card will be given for a single shopping which is more than HKD 300. User can enjoy 15% off in every single shopping afterwards. L S VIP Card www.ls.com AUTHORIZED SIGNATURE 0000000001
IDENTITY ITEMS  30  VIP Card In order to thank you for the costumers support, a VIP card will be given for a single shoppi...
IDENTITY ITEMS 31 Shopping Bag To be more users friendly, three sizes of shopping bags are designed to carry different sizes of products. Consider of the environmental friendly aspect, the bags contain with the brand signature instead of logo is to increase the reusability of the bag, i.e. using as a gift bag. 380mm x 345 mm x 160mm 280mm x 245mm x 130mm 200mm x 155mm x 110mm
IDENTITY ITEMS  31  Shopping Bag To be more users friendly, three sizes of shopping bags are designed to carry different s...
IDENTITY ITEMS Truck We have our brand identity trunk. It ensures that we have up dated products every day. Customers can order our products online start from June 2015. There are delivery servicers provided for every Monday to Friday, 9 a.m. to 4 p.m. 32
IDENTITY ITEMS Truck We have our brand identity trunk. It ensures that we have up dated products every day. Customers can ...
IDENTITY ITEMS 33 Uniform Two sets of uniform are designed for the cosmetics salesperson and pharmacist in the L S shop. To give feeling of professional, black and white colours represents stylish, clean and smart. Specifications: Salesperson’ uniform White mandarin neck shirt Black uniform (apron) White pants Black leather shoes Pharmacist’s uniform Black mandarin neck shirt White uniform (apron with collar) Black pants Black leather shoes Salesperson’ uniform Pharmacist’s uniform
IDENTITY ITEMS  33  Uniform  Two sets of uniform are designed for the cosmetics salesperson and pharmacist in the L S shop...