BRAND GUIDELINES

Version 1 | J u n e 2 018
RIVER SOUTH BRAND GUIDELINES 1
THE COMPANY
INTRODUCTION
THE DESIGN GUIDELINES

These guidelines describes the visual and verbal elements that The River South brand,including the logo,name,colours
represent River South’s cooperate identity. This includes our and identifying elements, are valuable company assets.
name, logo and other elements such as colours, type and graphic.

Sending a consistent and controlled message of who we are is Each of us is responsible for protecting the company’s
esential to presenting a strong, unified image of our company. interest by preventing unauthorized or inaccurate use
of River South name and marks.

These guidelines reflects River South’s commitment to quality,

consistency and style.

RIVER SOUTH BRAND GUIDELINES 2

TABLES OF
CONTENTS
SECTION 1 | INTRODUCTION
SECTION 2 | BRAND STRATEGY
SECTION 3 | BRAND IDENTITY
SECTION 4 | TAGLINE
SECTION 5 | TYPEFACES
SECTION 6 | SECONDARY GRAPHICS
SECTION 7 | PHOTOGRAPHY
SECTION 8 | APPLICATIONS
SECTION 9 | ON-SCREEN

RIVER SOUTH BRAND GUIDELINES 3

 THE
0 1 INTRODUCTION
OVERVIEW

Who is this guide for?

The Brand guidelines is for anyone who
wants to use River South’s brand assets for
advertising and marketing purposes.

Purpose of brand guide

These guidelines serve as general rules

when using River South’s brand. By
following this guide, it will help the target
audience identify River South and protect
the company trademarks. To make sure the
brand is consistent and strong in value, this
guide will help you meet those standards.

RIVER SOUTH BRAND GUIDELINES 4

 THE BRAND
0 2STRATEGY
At River South,we are aiming to be the best prawn noodles in the world. We
pledge to deliver the best bowl of prawn noodles one could ever ask for with
our cook’s cooking skills of over 40 years and with the freshest and most
premium ingredients.

Everyday, we are improving and we will continue on doing so till we reach the
top and even so,continue on to maintain our standing and quality we aim to
achieve to pass down this legacy.

RIVER SOUTH BRAND GUIDELINES 5

 B R A N D S T R AT E G Y : A B O U T U S

RIVER SOUTH’S STORY

HISTORY

River South was established in 1971 by Png Kim

Soon, and taken over by his children in 1989. Two
sisters, Ah Zhu and Ah Lian, run the stall in the day
while their brother takes care of the evening crowd.

Originally called ‘Hoe Nam’, which was derived from

where their ancestors were from, is re-branded into
‘River South‘ in the recent years to move forward on
a more international pathway.

RIVER SOUTH BRAND GUIDELINES 6

 B R A N D S T R AT E G Y : K E Y AT T R I B U T E S

OPEN-MINDED SINCERE QUALITY

River South is always open to new ideas
and feedbacks offered to us. We take
each idea and feedback to heart to make
the best experience for our customers.
River South believes what keep our brand
going is our sincerity in treating each
and every bowl of prawn noodle we serve.
We value very single customer we have
served and will serve in the future.
River South serves each bowl of prawn
noodle with high quality and premium
ingredients. We assure that the taste
would be as authentic and as close to
what you last tasted.

RIVER SOUTH BRAND GUIDELINES 7

 B R A N D S T R AT E G Y : T O N E O F V O I C E

THE BRAND VOICE

PERSONAL ENTHUSIASTIC

We treat our customers like how we treat our family. River South could not wait to share all we have
We want to build a connection with each individual been planning. We make sure you will be the
so as to maintain to grow and flourish it. first one to be informed through all our social
media platforms so you would not miss out.

FRIENDLY FUN
River South’s mission to have each customer enter River South wants not only you, but all your
and leave the shop with a smile on their face. We friends and family to enjoy a good bowl of prawn
want them to feel welcomed not only through the noodles together. Nothing beats having a good
employees, but through the brand entirely. meal with your close and love ones. We want to
engage you with our brand, and look forword to
your next visit at River South.
PASSIONATE
River South puts in 100% in each bowl of prawn
noodle we put out. We are not just cooking a
bowl of prawn noodles, we are crafting a bowl of
delightfulness in every bite.

RIVER SOUTH BRAND GUIDELINES 8

 THE BRAND
0 3IDENTITY
R i v e r S o u t h ’ s b r a n d i d e n t i t y i n c l u d e s a r a n g e o f a p p l i c a t i o n o f o u r l o g o s i g n a g e .

Our Logo is the key building of our identity, the primary visual elements that
identifies us. the signage is a combination of the symbol itself and our company
name — they have a fixed relationship that should not be changed in any way.

RIVER SOUTH BRAND GUIDELINES 9

 BRAND IDENTITY : OVERVIEW OF LOGO

1 The Logo Symbol

THE LOGO TYPE A fusion of a prawn with it’s antenna shaping like
the letter ‘S’ with waves forming a bowl to hold up
the prawn. The waves could also be depicted as the
noodles found in a bowl of prawn noodles.
1
THE FULL LOGO TYPE
2 The Logo Title
R i v e r S o u t h ’ s c o r p o r a t e l o g o Carefully chosen for it’s modern yet refined,highly
comprised of two elements, the legible style, which has been further enhanced by
logo symbol and logo type. the use of upper case letters. The typeface used is
2 DIN Black, which was chosen as it compliment and
balanced perfectly with the logo symbol

The logo symbol is strong

representation of the business 1) The General Logo
enterprise of our company. The main logo is the dark logo used on white or light background. For dark background, an
Our logo symbol is a fusion of a alternative below is provided.
prawn with it’s antenna shaping
like the letter ‘S’ with waves
forming a bowl to hold up the LOGO LIGHT VERSION LOGO DARK VERSION
prawn. The waves could also be 3 The Logo Dark Version
depicted as the noodles found
in a bowl of prawn noodles. will be used when the
background is white or pale
in colour.

The logo type has been

carefully chosen for it’s 4 The Logo Light Version
modern yet refined,highly
3 4
legible style, which has been will be used when the
further enhanced by the background is black or dark
Attention : in colour.
use of upper case letters.
The typeface used is DIN Use of any stylized,animated,hand drawn, or other
Black, which was chosen as versions of an unofficially logo is not permitted. This
undermines the logo system and brand consistency.
it compliment and balanced
perfectly with the logo symbol. Recommended formats are :
.esp |.ai |.png |.jpg |.tiff
RIVER SOUTH BRAND GUIDELINES 10
 BRAND IDENTITY : COLOURS

P R I M A RY C O L O U R S Y S T E M

Explanation: Usage:
Use them as the dominant colour
River South have a total of 4 official
palette for all internal and external
colours — Orange, Blue , Brown and
visual representations of the brand.
Off-Yellow. These colours have become
a recognizable identifier of the brand.

P R I M A RY C O L O U R P R I M A RY C O L O U R
ORANGE BLUE

Colour Codes : Colour Codes :

CMYK : C0 M73 Y62 K0 CMYK : C80 M62 Y0 K0
PANTONE : Warm Red C PANTONE : 293 C
RGB : R242 G107 B93 RGB : R69 G103 B177
HEX : F26B5D HEX : 4567B1

C o l o u r To n e s C o l o u r To n e s
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

The Gradient The Gradient

RIVER SOUTH BRAND GUIDELINES 11

 BRAND IDENTITY : COLOURS

P R I M A RY C O L O U R S Y S T E M

PRIMARY COLOUR P R I M A RY C O L O U R
BROWN 0FF-YELLOW

Colour Codes : Colour Codes :

CMYK : C49 M67 Y75 K55 CMYK : C5 M7 Y35 K0
PANTONE : 476 C PANTONE : 7499 C
RGB : R80 G54 B41 RGB : R241 G228 B178
HEX : 503629 HEX : F1E4B2

C o l o u r To n e s C o l o u r To n e s
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

The Gradient The Gradient

RIVER SOUTH BRAND GUIDELINES 12

 B R A N D I D E N T I T Y : C O L O U R VA R I AT I O N S

L O G O C O L O U R VA R I AT I O N S
FULL COLOUR

Across all application, every

effort should be made to use
the full colour River South
logo on a white background.

If there are instances where

only one colour is available BLACK AND WHITE
for printing, use the black
and white or reverse white
version as shown. When
engraving or embossing on to
an application, use the black
and white logo.

The Logo can also be against REVERSE WHITE

brand colours for smaller
design applications to show
variations such as name
cards, coasters. t-shirts, etc.

WITH BACKGROUNDS

RIVER SOUTH BRAND GUIDELINES 13

 B R A N D I D E N T I T Y : C O N F I G U R AT I O N S

RIVER SOUTH BRAND MARK

The River South® Brand Mark horizontal brand mark vertical brand mark
is used by River South, its
issuers, acquirers, and co-
brand partners to market and
promote River South products
and programs.
full-colour positive

The Mark is available in full-colour positive

horizontal and vertical
configurations. There are full-
color, grayscale, and solid
versions of each configuration.
Choose the one that best fits
your application. grayscale positive

grayscale positive

solid positive

solid positive

RIVER SOUTH BRAND GUIDELINES 14

 BRAND IDENTITY : PLACEMENT

C L E A R S PA C E

FULL LOGO

Definition Computation

Whenever you use this logo, it should be The minimum clear space for the
surrounded with clear space to ensure Brand River South is no less than
visibility and impact. No graphic element of 0.5X around the signature.
any kind should invade this zone.

VERTICAL BRAND MARK

H O R I Z O N TA L B R A N D M A R K
0.5x 0.5x

0.5x 0.5x

x x

x x

0.5x 0.5x

0.5x 0.5x

RIVER SOUTH BRAND GUIDELINES 15

 BRAND IDENTITY : MINIMUM SIZE

MINIMUM LOGO SIZES

FULL LOGO Horizontal

minimum size :
29.63 mm (print)
75 pixels (screen)
29.63 mm

Vertical
minimum size :
13.12 mm (print)
45 mm (screen) 13.12 mm

RIVER SOUTH BRAND GUIDELINES 16

 B R A N D I D E N T I T Y : U N A C C E P TA B L E U S A G E

LOGO MISUSE

River South’s logo represents

our brand identity and should be
respected at all times. Changing
any graphic element will weaken
the visual impact. Here are
some, but not all of the common
inappropriate uses of our logo.

1. 2. 3. 4. 5.

1. Do not stretch or alter

2. Do not add strokes
3. Do not apply outlines
4. Do not apply drop shadow text
5. Do not change or swap colours
6. Do not change orientation
7. Do not add elements 6. 7. 8. 9. 10.

8. Do not lock up our logo with

copy, headlines, or other logos
9. Do not apply gradient
10. Do not add a transparent overlay
11. Do not place logo over a coloured background

11.

RIVER SOUTH BRAND GUIDELINES 17

 THE
0 4T A G L I N E
River South’s tagline express what our
brand is with a memorable phrase.

RIVER SOUTH BRAND GUIDELINES 18

 TA G L I N E : O V E R V I E W O F TA G L I N E

TA G L I N E

BY ITSELF

A bowl of delight. A bowl of delight.

WITH BACKGROUND

A bowl of delight. A bowl of delight.

River South’s tagline is ‘ A bowl of Tagline colours are paired according to

delight. ‘ We chose this to be our
tagline as we wishes our customers
to step into the store with the
anticipation and excitement to eat a
bowl of delicious noodles that is bond
to give them joy and delight.
the primary colours.
These 2 are the only two official colours
that is accepted in River South’s brand
which is used accordingly to the colour of
the background.

RIVER SOUTH BRAND GUIDELINES 19

 TA G L I N E : TA G L I N E W I T H L O G O

TA G L I N E W I T H L O G O

Below are the primary tagline logo verifications — River South

Dark and River South Light. Either may be used as an initial
introduction to our brand in our materials although River South
Dark is used more widely and commonly.

vertical (primary)

River South Dark River South Light

horizontal

A bowl of delight. A bowl of delight.

River South Dark River South Light RIVER SOUTH BRAND GUIDELINES 20
 TA G L I N E : TA G L I N E C O L O U R VA R I AT I O N S

TA G L I N E C O L O U R VA R I AT I O N

Independent tagline colours

In certain instances, the tagline may be used independently of the logo. Example includes usage on
banners and outdoor billboard.

The tagline is in DIN Black, as to match the type face of our logo.

There’s a total of 2 primary colours (brown and off-yellow assigned to the tagline, although the 2
primary colours of the logo could be applied in certain cases too.

When used independently, both colours would switch according to the degree darkness the background
is. Example, darker background is expected to be paired up with the lighter colour and vise versa.

A bowl of delight. A bowl of delight.

RIVER SOUTH TAGLINE BROWN RIVER SOUTH TAGLINE OFF-YELLOW

PANTONE 476C PANTONE 7499C

RIVER SOUTH BRAND GUIDELINES 21

 THE
0 5TYPEFACES
Typographic hierarchy is another form of visual hierarchy.
It is also a strong extension of our brand identity.
Typographic hierarchy presents lettering so that most
important words are displayed with the most impact so
users can scan text for key information. Typographic
hierarchy creates contrast between elements.

Primary Typeface
Secondary Typeface
Web safe Typeface

RIVER SOUTH BRAND GUIDELINES 22

 T Y P E FA C E : P R I M A RY T Y P E FA C E

P R I M A R Y T Y P E FA C E

Our brand primary typeface is DIN. DIN comes in 5 weights, with each having an alternate each
for maximum flexibility across applications. DIN is simple, consistent to our logo and ties with the
image that we are shaping for the brand.

DIN Black and DIN Light were selected to compliment the voice and tone of River South‘s brand.

DIN Black is the primary typeface used for headlines, sub-heads and captions for River South. DIN
Light is the supporting font, acting as the body copy or alternate sub-head styles.

DIN Black (for headlines,subheads and captions) DIN Light (for body copy & alternate sub-heads)

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

1234567890 ~!@#$%^&*()_+ 1234567890 ~!@#$%^&*()_+

RIVER SOUTH BRAND GUIDELINES 23

 T Y P E FA C E : S E C O N D A RY T Y P E FA C E

S E C O N D A RY T Y P E FA C E

Provided are additional typefaces that stylistically pair well with the brand’s foundational typefaces
on the previous page.

NOTE : These should only be used when the primary typefaces are unavailable.

Helvetica
This is the second-to-go typeface
when the primary brand font is
unavailable. It is a web safe font
with lots of flexibility built in.
Verdana
A good option when the primary brand
font, DIN Black and DIN light or
Helvetica is unavailable and instead a
standard font must be used.

Helvetica Ve r d a n a

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

1234567890 ~!@#$%^&*()_+ 1234567890 ~!@#$%^&*()_+

RIVER SOUTH BRAND GUIDELINES 24

 T Y P E FA C E : W E B S A F E T Y P E FA C E

W E B S A F E T Y P E FA C E

Copy on the website must be handled with care. The following section illustrate examples of the
various application.

Page/Panel Heading Type

DIN Black / 30 px

Use : Page titles and panel headings

Secondary Heading Type

DIN Black / 20 px

Use : Smaller panel headings

Subhead Type
DIN Black / 16 px

Use : Section headings (Examples:), Product titles on listing page

Bodycopy
DIN Black / 14 px

Use : Bodycopy
RIVER SOUTH BRAND GUIDELINES 25
 T Y P E FA C E : W E B S A F E T Y P E FA C E

Hyperlinks
Hovering over hyperlinks

DIN Black / 11 px DIN Black / 11 px

RIVER SOUTH BRAND GUIDELINES 26

 THE SECONDARY
0 6GRAPHICS
In addition to our logo, River South also has some additional
graphics that would be use to convey our ideas.

RIVER SOUTH BRAND GUIDELINES 27

 S E C O N D A RY G R A P H I C S : E L E M E N T S

S E C O N D A RY G R A P H I C S

Here are some of the

secondary elements
that River South also
implemented in usage of
the brand identity.

waves bowl of noodles

location

hands filled flavor

with love

RIVER SOUTH BRAND GUIDELINES 28

 S E C O N D A R Y G R A P H I C S : U N A C C E P TA B L E U S A G E

ELEMENTS MISUSE

Changing any graphic element will

weaken the visual impact. Here are
some, but not all of the common
inappropriate uses of our elements.

1. 2. 3. 4. 5.

1. Do not stretch or alter

2. Do not add strokes
3. Do not apply outlines
4. Do not apply drop shadow text
5. Do not change or swap colours
6. Do not change orientation
7. Do not add elements 6. 7. 8. 9. 10.

8. Do not lock up our logo with

copy, headlines, or other logos
9. Do not apply gradient
10. Do not add a transparent overlay
11. Do not place logo over a coloured background

11.

RIVER SOUTH BRAND GUIDELINES 29

 THE
0 7P H O T O G R A P H Y
Our visual system and brand design language use photography
to convey our brand personality and establish a meaningful
emotional connection with our customers. Each image selected
makes an important statement about who we are and the
customer-centric experiences we deliver.

The narrative power of our photojournalistic style provides an

authentic and unobtrusive look-in on real life as it happens.
Photojournalism documents a real life or story and allows
vulnerable imperfections to show through. It also creates an
initimate connection between the subject of the photograph
and the viewer. The best images leave a lasting impression
because the viewer relates to the subject of the photo.

RIVER SOUTH BRAND GUIDELINES 30

 PHOTOGRAPHY : DIRECTION

ON-BRAND PHOTOGRAPHY

To ensure our images represent our brand personality, and in

turn,engage viewers and help them feel part of the experience
pictured,make sure the photographs you select for River South :

1. Capture authentic moments 3. Present natural environment

People should be shown at ease and content rather than
posed,staged or overly cheerful. Viewers are naturally more
drawn in when people in a photograph appears real and truly
engaged in their activity.
Do not clip people and objects out
of their original environment.
Do not show overly manicured environments.

Subject(s) should appear in natural positions and situations

as if enacting a scene rather than being static and /or 4. Showcase River South products in real life
posed. Posing in perfect angles loses or destroys authentic
connection, Show people’s natural, real-life use of our products.

Capturing an authentic moment is similar to how one frame

of a high-definition video can capture the essence and spirit
Our product(s) should not be imposed on or
of a moment. “forced” into an environment but rather shown
how it/they would naturally be used.

2. Utilize authentic lighting

Lighting should look natural even if it is artificial, and we
should never be able to tell a photo is lit. Overuse of studio
lighting can create an inauthentic feel.
use shots that capture natural light or that use a
bounce to capture available light,
5. Consider the point of view
Explore interesting yet authentic angles to
capture an everyday task. A creative point of
view makes subjects look engaged in the scene
rather than just spectators.

RIVER SOUTH BRAND GUIDELINES 31

 PHOTOGRAPHY : DIRECTION

LIFESTYLE PHOTOGRAPHY

Acceptable usage

By using imagery that focuses on

people and what is important to
them, we demonstrate our purpose
: delivering delight to all our
customers. Along with capturing
River South’s personality, these Do show authentic, real life Do show natural expressions Do capture real objects
images demonstrates the important interactions between people and depth of field and textures for
role River South plays in the day- conceptual imagery needs
to-day lives of our customers, and
they allow us to tell our unique
story in an authentic way.

Imagery should capture authentic

life interactions and expressions Do capture Do capture people in
authentic lighting spontaneous moments
between people who happen to be looking at the camera
caught in a moment. Avoid imagery Do use real outdoor images
where people are internationally (natural lighting,colour..)
looking at the camera as this loses
the spontaneity of capturing a
moment in time.

If conceptual photos are necessary,

they should be real and relevant to
Do consider different Do include people
the message. perspective in imagery of all colours Do capture natural
imperfections of people
and environment

RIVER SOUTH BRAND GUIDELINES 32

 P H O T O G R A P H Y : U N A C C E P TA B L E U S A G E

LIFESTYLE PHOTOGRAPHY

Unacceptable usage

Here are some examples of

lifestyle photos that does not
represent the River South
brand. As in all cases, people, Do not show item in Do not use cliche images
unrealistic background for success, winning or Do not show people in
environment and objects should unrealistic environments
any other representation
appear realistic and not overly
manicured or staged.

Do not use cliche images for

business metaphor Do not use digitally enhanced or
complex, photo montaged imagery
Do not show or use images
that is overly sexual

Do not use imagery that Do not use imagery that

evokes fears or anxiety has a dark subject matter Do not show artificial
emotions or staged movement

RIVER SOUTH BRAND GUIDELINES 33

 THE
0 8APPLICATIONS
CORPORATE IDENTITY | BRAND APPLICATIONS

Stationery is a primary means of Brand application is essential

communication and it is essential
that every application be a consistent
reflection of our coperate identity.
There is only one approved design
format for all coperate and business
unit stationery, although there are
slight variation in size and content for
different regions of the world. This
section illustrations approved layout
for standard U.S. business stationery.
as it is a representation of one’s
brand identity across visual and
verbal media. With this being said,
all application would be of one
approved design format to maintain
the consistency of our corporate
brand and identity.

The Company Letterhead Takeaway Box

The Company Business Cards Takeaway Utensils Set
The Envelope Takeaway Paper Bowls
Apron
Employee Uniform

RIVER SOUTH BRAND GUIDELINES 34

 C O R P O R AT E : S TAT I O N E RY

S TAT I O N E RY : B U S I N E S S C A R D
front
27.2 mm 21.7 mm

Explanation:
22 mm
This shows the approved layout with the
primary elements of the River South
stationery system for business cards.
46.2 mm

Usage:
22 mm

The business cards will be used for all

official contact and communication of
River South. 21.7 mm

Dimension:
back
127 mm x 79.02 mm
15.9 mm 25.7 mm

Paper:
26.4 mm

Gampi 250 gsm

8.4 mm

Body Copy: 3.2 mm

DIN Black (9 point) 8.1 mm

RIVER SOUTH BRAND GUIDELINES 35

 C O R P O R AT E : S TAT I O N E RY

S TAT I O N E RY : L E T T E R H E A D
11.4 mm 12.1 mm 24.3 mm 37.7 mm

11.4 mm 11.4 mm

Explanation:
This shows the approved layout with the
primary elements of the River South
stationery system for the front and back
of the letterhead.

Usage:
The letterhead will be used for all official
contact and communication of River South.

Dimension:
210 mm x 297 mm (A4)

Paper:
Naturalis 160gsm

11.4 mm

Body Copy:
DIN Black (9 point)

RIVER SOUTH BRAND GUIDELINES 36

 C O R P O R AT E : S TAT I O N E RY

S TAT I O N E RY : E N V E L O P E front

14.1 mm 10.7 mm

Explanation: 7 mm

29.4 mm

This shows the approved layout with the

primary elements of the River South
stationery system for envelopes.

Usage:
5.2 mm
The envelopes will be used for all official
contact and communication of River South.

Dimension: back
80.6 mm
110 mm x 220 mm (DL)

Paper:
12.2 mm

Naturalis 110-160 gsm

Body Copy:
DIN Black (9 point) 42.8 mm

Ta g l i n e :
DIN Black (9 point) RIVER SOUTH BRAND GUIDELINES 37
 C O R P O R AT E : S TAT I O N E RY

S TAT I O N E RY : O V E R V I E W

RIVER SOUTH BRAND GUIDELINES 38

 B R A N D A P P L I C AT I O N

B R A N D A P P L I C AT I O N

T-Shirt (front) T-Shirt (back) Apron

RIVER SOUTH BRAND GUIDELINES 39

 B R A N D A P P L I C AT I O N

B R A N D A P P L I C AT I O N

Paper bowl (1300 ml)

Take away box

Utensils set (chopsticks + spoon) Paper bowl (750 ml)

RIVER SOUTH BRAND GUIDELINES 40

 ON-
0 9SCREEN
On-screen applications allow River South to go digital to brand
and promote our brand. As technology and the digital world have
rapidly grown, it is important to have a visually pleasing site to
capture the attention of our audience.

RIVER SOUTH BRAND GUIDELINES 41

 ON-SCREEN : WEBSITE

WEBSITE

RIVER SOUTH BRAND GUIDELINES 42

 ON-SCREEN : WEBSITE

WEBSITE Quick access tabs for

specific details

Main page shows what is

the newest product they
have put out

Quick access tabs for

specific details

Social media components for interaction and

participation between uses and business partners
RIVER SOUTH BRAND GUIDELINES 43
 ON-SCREEN : COLOURS

COLOURS

River South would like to build a consistent image thus choice of

colours for the website is the primary logos used in the logo.

PRIMARY COLOUR P R I M A RY C O L O U R
ORANGE BLUE

Colour Codes : Colour Codes :

CMYK : C0 M73 Y62 K0 CMYK : C80 M62 Y0 K0
PANTONE : Warm Red C PANTONE : 293 C
RGB : R242 G107 B93 RGB : R69 G103 B177
HEX : F26B5D HEX : 4567B1

C o l o u r To n e s C o l o u r To n e s
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

The Gradient The Gradient

Colours here are used for the bottom headers.

RIVER SOUTH BRAND GUIDELINES 44

 ON-SCREEN : COLOURS

COLOURS

PRIMARY COLOUR P R I M A RY C O L O U R
BROWN 0FF-YELLOW

Colour Codes : Colour Codes :

CMYK : C49 M67 Y75 K55 CMYK : C5 M7 Y35 K0
PANTONE : 476 C PANTONE : 7499 C
RGB : R80 G54 B41 RGB : R241 G228 B178
HEX : 503629 HEX : F1E4B2

C o l o u r To n e s C o l o u r To n e s
100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

The Gradient The Gradient

Colours here are used for the top headers.

RIVER SOUTH BRAND GUIDELINES 45

 ON-SCREEN : DIMENSIONS FOR GRAPHICAL MODULES

GET IN TOUCH VISUALS

“Get in Touch” section on the Dimensions of section, excluding

homepage specifies River South’s header:
key services. It uses only flat icons Width: 1062px
and copy to bring across the services Height: 104px
available for users.
Dimensions of section, including
header:
Width: 2133px
Height: 213px

Colour of section: #436db4

RIVER SOUTH BRAND GUIDELINES 46

 ON-SCREEN : SOCIAL

SOCIAL MEDIA

The use of River South Logo

without the tagline is restricted
to social media pages like
Facebook and Twitter.

Also, specific cover images have

been created for both Facebook
and Twitter.

The profile picture on social

media would be too small to
accodomate a tagline,specially
in the thumbnail which is
mostly seen by website users.

RIVER SOUTH BRAND GUIDELINES 47

 www.riversouth.com
31 Tai Thong Crescent,Singapore 347859
(65) 6281-9293 RIVER SOUTH BRAND GUIDELINES 48