BRAND GUIDELINES

CONTENT LIST
01 Brand Story
Brand Message

05 Logo 11 Colours
Typefaces

13 Collateral Items
01

BRAND
STORY

Traditional games were inherited from the great

grand generation of descendants. Back in the
day, games were simple yet creative – wrought
out of pure imagination and items that can
be easily reached for, such as rubber seeds
and stones lying around – and children as well
as adults invented them to keep themselves
entertained. In Malaysia, these small, beautiful
marble balls are collected by youngsters and
being used to involve inmost of the traditional
games, such as Congkak, Kelering (shooting
game) and Batu Seremban.
 02

BRAND
MESSAGE

As traditional games reflects the value

of cultural diversity, by bringing in the
traditional innovations to this fast-paced
urban life, MAIN Kuala Lumpur Festival will
be a breath of fresh air for the tourists to
discover Malaysian authentic and unique
traditional games and at the same time,
involve in a different childhood experience.
Malay word ‘Main’ translates into English as
playing or games.
03

CHALLENGE

To promote Kuala Lumpur as a brand through selecting a distintive and

strong identity or personality of the city. Traditional games was chosen as it
represents the the roots of history and culture. The goal was set to create or
renew the interests of target audience in such cultural heritage.

SOLUTION

The idea was to introduce Kuala Lumpur and enhance the brand awareness
by launching a Malaysian traditional games event or festival that would
capture the essense of childhood fun and link this exciting mood and simple
enjoyment back to the brand, at the same time discovering the local culture
and heritage.
 04

BIG IDEA

Explore Everywhere

TARGET AUDIENCE

Our brand is targetting tourists from foreign

countries, to recreate simpler and joyful times
for them to reminiscence as well as reliving a
second childhood
05

LOGO
 06

The logo is the key graphic element and

representation for our brand and identity.
The idea of the logo is to incorporate the
marble ball as part of the letters of K and
L to present a fun looking design.
07

x 1/2 x

LOGO SIZING

The KL logo is created propotionally. Logo

sizing at 20mm and 60mm are shown. The
minimum size of logo that is used should
x
never measure less than 20mm in width.

CLEARSPACE

This minimum amount of clearspace kept

is important to keep corporate logo clear
of any other graphics elements to ensure
the legibility of the logo.
 08

COLOUR VARIATIONS

The colour variations that can be used for

the logo should always be contrast with
the background colour to ensure legibility.
09

TYPE
FACES

The commercial typefaces for our branding

is Bariol and Avenir. Bariol is a rounded and
formal san-serif typeface while Avenir font
has a clean straight apperance and it comes
with a variation of weights. Avenir Regular is
used for all brand communication. Bariol Bold
can be used for emphasizing purpose, such
as the headlines.
 10

BARIOL AS HEADLINE FONT

This body copy is shown in Avenir Roman, set at 9pt on 12pt leading. It is
suggested to be used for main body text. The alignment of text can be left,
right or center. Avoid long line lengths, orphans or point size smaller than
9pt, which will be difficult to read.

This body copy is shown in Avenir Oblique, set at 9pt on 12pt leading.
Avenir Oblique can be used in all weights to emphasise the text.

This body copy is shown in Avenir Heavy, set at 9pt on 12pt leading. It
can be used for sub-headings, or emphasis purpose for the contents.
11

BRAND
COLOURS

Brand colours are significant in portraying a

mood, personality as well as the presence
of the brand. Yellow and Blue are being
introduced as the primary colours.
 12

C: 94 C: 0 Secondary Colours:
M: 89 M: 34
Y: 48 Y: 98
K: 63 K: 0

R: 16 R: 252
G: 18 G: 177
B: 48 B: 27

#101230 #FCB11B
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COLLATERAL
ITEMS
14
BRAND GUIDELINES
BY ROWANNE KUA, 0320754
 2017
KUA RUO YAN