BRAND GUIDELINE
Mar 10, 2016
BRAND GUIDELINE
Since the founding of our organization in 1997, KHANA has been in the forefront
of community-centered healthcare and HIV and AIDS prevention in Cambodia.
Our organization became well known for its capacity building work in systems
strengthening and good governance. Our history of transparency, accountability
and anti-corruption practices have made us a recognized leader in good
governance. Over the years, we have been successful in the implementation of our
plans by hitting our strategic goals right on target. However, as a dynamic alliance
we simply do not stop on merely achieving on our short term goals. In the next
years of KHANA’s organizational life, we will build upon these accomplishments
to actively respond to emerging issues and changes in our environment. And
together with our expanding set of objectives, we also need to rebrand our
organization to meet the changing needs of this generation.
In the rebranding of our organization, we exemplify in every respect our distinct
identity and philosophy. Throughout this book you will see and read about the
exact guidelines governing the use and implementation of our organization’s
signature, language, and graphic design. Our logo was carefully created to
encompass and represent our brand’s philosophy. It embodies the idea of
improved HIV programming, protection and security of livelihood among
vulnerable communities, improved community health in relation to sexual and
reproductive health, and the strengthening of HIV development responses. In all
of our communications and graphics, it is our wish to radiate a simple sense of
community, modernity and firmness.
DR.OUM SOPHEAP
KHANA Executive Director
INTRODUCTION
BRAND GUIDELINE
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TABLE OF CONTENTS
INTRODUCTION • • • 1 THE LOGO • • • 3 CORPORATE COLORS • • • 5 CORPORATE FONTS • • • 6
CORPORATE FONTS FOR WEB • • • 7 MINIMUM CLEARANCE • • • 8 LOGO VARIATIONS • • • 9 DO’s & DONT’s • • • 10
LOGO APPLICATIONS
• Corporate ID • • • 14
• Above the Line • • 26
• Corporate Livery • 31
VISUAL IDENTITY • • • 11
BRAND GUIDELINE
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THE LOGO
KHANA aspires to a Cambodia where all people have
equal access to quality HIV and AIDS prevention,
treatment, care and support, impact mitigation and related
health and development oppurtunities.
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A logo is a graphic representation or mark of an individual, brand and organization to gain instant recognition among the public. It communicates what the organization or brand stands for and why it is unique.
The new KHANA corporate signature is the graphic representation
of our organization and the values for which it stands. It identifies us
to the world, displaying an image that is both strong and community
centered. The new KHANA logo combines the two most important
visual elements of our brand, the KHANA logotype and the KHANA
icon. The diagram on the left illustrates the recognizable graphic
features that make the KHANA logo unique from the old logo.
Our new corporate logo has Khmer and English versions having
local and global applications in mind. It is encouraged that we use
the Khmer version in every collateral that we use. However, we need
to use the English version in cases where the logo will be employed
for international use.
To ensure the consistent representation of our identity, this
brand guideline must be consulted all the time especially when
a third party supplier will be involved in the reproduction of our
communication and identification materials
KHMER TAGLINE
OLD KHANA LOGO
ENGLISH TAGLINE
THE LOGO
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HELVETICA NEUE
85 HEAVYPEOPLE LINKING ARMS
ALLIANCENIDA
SOWANAPHUM
NAMEPLATE ICON
ALLIANCE ICONTAG LINE
As KHANA strives to expand and
modernize, this typeface best
represents that vision. Helvetica
Neue 85 Heavy expresses the
solid resolve, unity, stability and
dependability of the organization.
A united community is a strong community – this
is what KHANA wants to uphold and it is KHANA’s
vision. This is represented by showing a graphical
depiction of people linking arms. This icon also
represents the 4 programs of KHANA which are:
1) Red: Improving HIV programming; 2) Green:
Improving community reproductive health; 3) Blue:
Securing Livelihood; and 4) Violet: Strengthening
management capacity and technical excellence in
community HIV health and development.
As the Alliance continues to grow in
number, the Alliance’s brand becomes
more important than ever. Keeping
the branding clear helps stakeholders
understand what the Alliance has
achieved against HIV & AIDS.
Clean, simple and professional,
KHANA decided to use NIDA
Sowanaphum as its typeface
for its tagline for the English and
Khmer versions.
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SECONDARY PALETTE
PRIMARY PALETTE
RGB: 35 • 31 • 32
CMYK: 0 • 0 • 0 • 100
RGB: 88 • 89 • 91
CMYK: 0 • 0 • 0 • 80
RGB: 237 • 28 • 36
CMYK: 0 • 100 • 100 • 0
RED
BLACK
GRAY
RGB: 141 • 98 • 63
CMYK: 50 • 0 • 100 • 0
GREEN
RGB: 102 • 45 • 145
CMYK: 72 • 97 • 22 • 9
VIOLET
RGB: 43 • 57 • 144
CMYK: 100 • 95 • 10 • 0
BLUE SET AT 40%
OPACITY
SET AT 70%
OPACITY
PASTEL 1 PASTEL 2
CORPORATE COLORS
The secondary palette is mainly used as an additional color palette for artistic considerations.
This provides another set of colors for desginers to use. It can be used alongside the main corporate colors.
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CORPORATE FONTS
ROMAN FONTS
KHMER FONTS
As KHANA is a traditional, formal, yet very accessible organization, we use Khmer and
English fonts that best represent those qualities. These fonts are also practical as they
are flexible and easy to read. For printed applications please use Helvetica Neue and
Trajan Pro for Enlglish texts and Khmer OS and Khmer OS Muol Light for Khmer.
KHMER OS CONTENT ាបចដេថងហ
ាំពជឌែធអះីគRecommended for body
texts and paragraphs
with numerous words.
HELVETICA NEUE55 LIGHT ABCDEFG
a b c d e f g hThe light strokes and thin
weight of this font is good
for body texts and wordy
paragraphs.
HELVETICA NEUE85 HEAVY ABCDEF
a b c d e f gThis font can both act as a
display font and subhead
for different situations.
KHMER OS MUOL LIGHT ាបចេថងហ
ាំពជឌែធអះីAn excellent display font,
this must be used only
for titles, subheads and
paragraphs with less
than 10 words.
TRAJAN PRO ABCDEFG abcdefgh
Acting as a display font, this
must be used only for titles,
subheads and paragraphs
with less than 10 words.
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CORPORATE FONTS FOR WEB AND ELECTRONIC DOCUMENTS
ROMAN FONTSARIAL REGULAR ABCDEF
abcdefgh
KHMER FONTS
KHMER OS CONTENT
KHMER OS
KHMER OS MOUL LIGHT
ាបចដេថងាំពជឌែធអ
ាបចដេថងាំពជឌែធអ
ាបចេថងិាំពជឌែធអះី
Web typography is limited in nature and because of that we need to have special set of fonts for our websites and other collaterals in electronic format.
Recommended for body
texts and paragraphs with
numerous words.
Recommended for body
texts and paragraphs with
numerous words.
An excellent display font, this must
be used only for titles, subheads and
paragraphs with less than 10 words.
The light strokes and
thin weight of this font is
good for body texts and
wordy paragraphs.
ARIAL BOLD ABCDEF abcdefgh
This font can both act as a
display font and subhead
for different situations.
ARIAL BLACK ABCDEF a b c d e f g
Acting as a display font,
this must be used only
for titles, subheads and
paragraphs with less
than 10 words.
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MINIMUM CLEARANCE
ISOLATION AREA
MINIMUM SIZE
The total area around the logo is equal to the space occupied by the logo itself. As a rule, left and
right clearances are the size of the icon (see illustration). The top and the bottom clearances of the
logo should be half the height of the KHANA icon. This rule will be observed and applied in every
logo variation of KHANA. This is done to protect the brand’s visual identity against other brands.
The regular minimum size of the logo is 3cm in length or 1cm in height. In cases where it must
be printed smaller like on pens or pencils, the tagline can be dropped as it is no longer readable.
Print the tagline in a separate or other end of the said item. See example.
3cm
1cm
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DARK BACKGROUNDS
NO-TAGLINE
LOGO VARIATIONS
A white rectangular placeholder must be put behind the logo
when used on dark and/or busy background to ensure the
visibility of the logo. This logo variation should still observe the
minimum size requirement of 3cm in length or 1cm in height.
The size of the placeholder should be the size of the logo plus
half the height of the KHANA icon. The placeholder will be
treated as a part of the logo and will observe the isolation area
of the logo. Please see the illustration above.
All logo comps and variations will be provided in an EPS file for use in
the mentioned instances. These versions are to be used only when the
preferred logo will not work due to printing limitations.
In cases of collaterals too
small to accomodate a logo
with tagline or the logo will
be less than 3cm in length
or 1cm in height, use a
white background or logo
placeholder or print on white
material to keep the visibility
of the logo.
B&W
There are situations where only one color or black
and white are possible. Such situations would
include advertising for print or one-color fliers.
A white counter must still be used against dark
and/or busy backgrounds.
Logotype: K = 100%
Icon: K = 100%, 80%, and 40%
Tagline: K = 60%
Alliance icon: K = 100% and 40%
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DO’s & DONT’s
USING THE WRONG TYPEFACE
DO NOT reproduce logotype in
any other type face than Helvetica
Neue 85 Black and NIDA
Sowanaphum for the tagline.
DO NOT tilt or
skew the logo.
SKEWING THE LOGO
CHANGING THE COLORS
DO NOT use
corporate signature in
unauthorized colors.
REMOVING THE ALLIANCE ICON
DO NOT remove the
Alliiance logo.
SQUASHING THE LOGO
DO NOT stretch or
squash the logo.
USED AGAINST A BUSY BACKGROUND
DO NOT use use the logo against
a busy backgorund without using
the white frame.
USED AGAINST A COLORED BACKGROUND
DO: When the logo is used against
a colored background, make sure
that the whlole logo has sufficient
contrast for it to be still visible. The
value of the color should not be
more than 30% of the hue or its
equivalent in grey.
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VISUAL IDENTITY
THE CURVE
KHANA ICON
HUMAN ICONHaving a single visual identity is needed to unify and strengthen the visual style of
KHANA as a brand. It is utilized to help the logo to tell the intended audience that
an artwork is done for and owned by KHANA.
This element is the caring, nurturing and feminine side of the
organization. It is always in violet and the range of tint of violet,
KHANA’s main color. Use the curve as accents in the design space
or dividers. The curve can aslo anchor the design space either to the
bottom or at the side and never on top as it makes the space top
heavy. Please use sparingly. It is not meant to replace the logo.
The human icon, a part of the KHANA icon,
could be used as bullet, indicator or an added
graphic element in an artwork. It mus be noted
that this visual element cannot be used as a
substitute for the KHANA logo.
The KHANA icon affirms the visual identity of
the brand by adding color and repeating the
elements found in the logo itself. The icon
can be set in 100%, 70% and 40% opacity
in an artwork as long as it doesn’t become
a distraction for other elements such as the
text and the logo. Although it is a part of the
KHANA logo, it cannot be used as a substitute
for the logo.
LOGO APPLICATIONSKHANA is committed to contribute to the development,
health and well-being of communities through reducing vulnerability and mitigating the impact of HIV and AIDS.
LOGO APPLICATIONS
CORPORATE ID
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logo applications • corporate id
LETTERHEAD & NOTEPAD
KHANA LETTERHEAD
Size: A4
KHANA NOTEPAD
Size: A5
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corporate id • logo applications
ENVELOPES
KHANA COMPLIMENT SHEET
Size: 20.1cm x 9.9cm
KHANA ENVELOPES
Sizes: A3, A4, A5
BACK
FRONT
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logo applications • corporate id
MEMO & FACSIMILE
KHANA MEMO
KHANA FACSIMILE
Size: A4
Size: A4
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corporate id • logo applications
KHANA FOLDER
BACK / FRONT INSIDE
Size: A4
COMPANY FOLDER
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logo applications • corporate id
COMPANY ID & BUSINESS CARD
KHANA ID KHANA BUSINESS CARDS
Size: 9cm x 5.5cm Size: 9cm x 5.5cm
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corporate id • logo applications
STICKERS & VISITOR PASS
KHANA STICKERS
KHANA VISITOR IDPROPERTY STICKERS
Size: 12cm x 6cm
Size: 9cm x 5.5cmSize: 12cm x 8cm
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logo applications • corporate id
CERTIFICATES & INVITATIONS
KHANA CERTIFICATE
KHANA INVITATION
Size: A4 Portrait
Size: A5 Landscape
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corporate id • logo applications
OFFICE SIGN BOARDS
KHANA SIGN BOARDS
KHANA DIRECTIONAL SIGNS
Size: 30cm x 8cm
Size: 30cm x 8cm
BRAND GUIDELINE
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logo applications • corporate id
PLANNER CALENDAR
KHANA CALENDAR
Size: 95cm x 65cm
BRAND GUIDELINE
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corporate id • logo applications
ANNUAL REPORT
KHANA ANNUAL REPORT
Size: 20cm x 22cm / A4
BRAND GUIDELINE
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logo applications • corporate id
KHANA CHRISTMAS CARDS KHANA BALLPEN
Size: A5 Colors: Black and Blue
SEASON’S GREETING CARD & PEN
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ABOVE THE LINE APPLICATIONS
All the examples that are shown here are not the actual materials, they are for demonstration purposes only.
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logo applications • above the line
LEAFLET & FLIP BOOK
KHANA LEAFLET
KHANA FLIP BOOK
Size: 20cm x 21cm
Size: 20cm x 15cm
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above the line • logo applications
BROCHURE
KHANA BROCHURE
Size: 20cm x 21cm/foldFolds: 5
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logo applications • above the line
BANNERS & POSTERS
KHANA BANNERS
KHANA POSTERS
Size: 1m x 3m
Size: A1, A3 and A4
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above the line • logo applications
VIDEO
PRESENTS
KHANA DVD COVERKHANA DVD
KHANA TITLE SCREEN
Size: 27.7cm x 18.5cmSize: 8cm in diameter
Size: according to specifications
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logo applications • above the line
CORPORATELIVERY
All the examples that are shown here are not the actual materials, they are for demonstration purposes only.
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livery • logo applications
BAGS, CAPS & SHIRT
KHANA LAPTOP BAGKHANA BASEBALL CAP
KHANA SHIRTS
Size: XS, S, M, L, XL, XXL (Round-neck & Collared)
FRONT FRONTBACK BACK
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logo applications • livery
CAR
Size: according to the intended vehicle
VEHICLE STICKERS
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livery • logo applications
VEHICLE STICKERS
MOTORBIKE
Size: according to the intended vehicle
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logo applications • livery
KHANA’s Integrated Care and Prevention program focuses on the provision of home-based care services by trained Home Care Teams (HCT), while its Focused Prevention Program (FPP) targets populations who are most at risk from HIV with specific messages, outreach activities and interventions.
#33 Street 71, Tonle Bassac, Chamkarmon, Phnom PenhP.O. Box 2311 Phnom Penh 3, Kingdom of Cambodia
Tel: (855) 23 211 505 | Fax: (855) 23 214 049http://www.khana.org.kh