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Brand Guide

CommunicationResearch Philippines
Rationale
The Philippines is in the middle altern voices for communication the country as keynote speakers
of a rapid information revolu- to truly affect social change. and plenary paper presenters.
tion, which is reshaping some of
the fundamental aspects of the The valuation of communica- The conference theme is “The
Filipino life including its commu- tion should therefore be viewed Role of Communication in a
nication landscape. The theories, in its various contexts: from Changing Philippines.” Papers
methodologies and practice of in- the basic human need to inter- to be presented in this confer-
formation transfer have changed act to its critical contribution in ence include, but not limited to,
as well. These days, we recognize crisis mitigation and control. topics in the following areas:
the need for conventional ap-
proaches in information transfer With this, CommunicationRe- • Development Communica-
to adapt to these transformations search Philippines is dedicated tion • Health Communication
in order to improve the quality of to present the communication • Environmental Communica-
human life. Communication must currents in the country. Spe- tion • Science Communica-
not only strive to inform people; it cifically, the two-day conference tion • Visual Communication
must engage various stakeholders. will serve as venue for query- • Public Relations and Ad-
Engagement places importance ing how different communica- vertising • New Media and
on the role of culture in develop- tion channels are fundamental other media (TV, Radio, Print)
ment and opens opportunities in shaping our communication • Language and Culture
for the inclusion and participa- landscape by gathering the pro-
tion of different groups and sub- lific communication scholars in
CommunicationResearch Philippines 2
Logo and link

This is our logo. It has two parts,


the link and the track. It also
spells out the word ‘CORE.’

Please, take care of it. Follow the


guidelines on the following pages
to know how to use and apply the
logo on different media, plus pre-
sentations of other versions of it.
CommunicationResearch Philippines 3
Logo and link
Versions and Colors

At left the Core logo in blue,


black, and negative versions.
At the upper-right is the
Core link, and below is the
hinted version of the link,
specifically made for screen
and web. Both have the blue,
black, and negative versions.

There are three versions of the logo—the Core logo, the Core link, and Core hinted link. The Core
logo also has a lockup version with text. Each has a blue, black, and negative version. Each is de-
signed for a specific purpose. The Core logo is designed to identify Core in print and outdoor situ-
ations, where exposed persons can take a long look at our communications. The Core link is de-
signed for media where the person can afford only a glance to know who we are—screen, video,
web, app—and as a graphical device. Its hinted version is designed specifically for screen and web.
CommunicationResearch Philippines 4
Logo and link
Lock-up with other elements

x = logo height small version

CommunicationResearch Philippines

CommunicationResearch Philippines
0.125x or x/8

Sponsor separator:
Black, 0.5 pt

x = link height=sponsor logo height. Note: use locke-


up, white background version of sponsor logo

Left link exclusion zone meets Right sponsor


logo exclusion zone, with sponsor separator

In any situation, the logo or link must have an exclusion zone logos will be placed at the left side of a link, not a logo. It also has
where no other element can be placed in. For each of the three logos, the same height as the link, and has its own exclusion zone.
the exclusion zone is one-eighth of the logo height (0.125x or x/8). If If the logo or the link touches the margin of a grid, exclusion zones
required, our name, CommunicationResearch Philippines will appear will only be applied to the sides of the image not touching the margin,
below the logo and not the link, where its text box will have margins given that the margins are larger or equal to the length of the ex-
measuring the same length as the exclusion zone. (Lockup logos both clusion zones. This also applies to the elements near the logo or link,
for large and small applications have been made. Partner or sponsor such as text, or sponsor logos.
CommunicationResearch Philippines 5
Logo and link
As graphical devices

If, in a layout, a logo or a link meant to identify CommunicationResearch Philip-


pines is already there, another logo or link may be used as a graphical device. The link may
be “linked-up” with other links to create an elaborate ornament, such as above. It could also
be bled out of the page, or as a tombstone signaling the end of an passage. The logo can be
repeated multiple times to form an ornamental border. Also, the logos and links as graph-
ics may be recolored any way you want. (Well, as long as the color belongs to the palette.)

CommunicationResearch Philippines 6
Logo and link
As mark for organizational events and signage

Conference
In contexts where the logo has already been used to signal our communications and something else needs our mark,
or in the signage of an event or facility that the organization has planned/owns, the link is used alongside the descriptor of that
event, venue, facility, or object. Use the positive links for events, with the descriptor in Druk, and the negative links for other descrip-
tors, with Neue Haas Grotesk type. Just follow the guidelines on lock-up. Above: Conference logo. Below: Venue signage.

Opening
Grand Ballroom
CommunicationResearch Philippines 7
Logo and link
Abuse

This guide will not show you how to abuse the logo
and the link, because that just defeats the purpose
of the existence of these guidelines, doesn’t it?

Just remember to maintain the logo’s intrinsic and ex-


trinsic values, and apply it in accordance to the rules on
color, exclusion zones and appropriation, and in tangen-
tial compliance with the guidelines on other elements in
the following pages. You cannot append or amend any-
thing when it comes to the use of the logo or the link.

CommunicationResearch Philippines 8
Typography
Typography is an integral part of
any identity. It shows people our
tastes and our convictions in the
most subliminal way possible.

Since we are involved in the subject


of communications, our typography
should reflect its depth and diversity.
We have a type palette that’s strong
yet neutral, using typefaces that let the
context of the content color it, with a
somewhat simulated intelligence.

We’ll also learn how to apply these in


our day-to-day communications.

CommunicationResearch Philippines 9
Typography
Typefaces - Druk

The first typeface is Druk. It is a versatile family of medium to superbold condensed and wide
sans-serif fonts. Medium. Italic. Bold. Italic. Heavy. Italic. Super. Italic. Medi-
um Wide. Italic. Bold Wide. Heavy
Wide. Italic. Super Wide. Italic.

Condensed. Italic. XCon-


densed. Italic. XXCondensed. Italic.
CommunicationResearch Philippines 10
Typography
Typefaces - Neue Haas Grotesk

The second typeface is Neue Haas Grotesk.


It’s like Helvetica, but better. Its neutrality and
ubiquity in today’s typographic landscape
makes it useful for taking on a variety of faces.
It has a Display and Text version. Here are the
display weights: Ultra Thin. Italic. Thin. Italic. Ex-
tra Light. Italic. Light. Italic. Roman. Italic. Me-
dium. Italic. Bold. Italic. Black. Italic.
Now, let's look at the text weights: Roman. Italic. Medium. Italic. Bold. Italic.

CommunicationResearch Philippines 11
Typography
Typefaces - Publico
The third typeface is Publico. It is a narrow serif with transitional to modern qualities. A face
meant for the newspaper, its density gives type a certain warmth. There are three optical sizes
in many weights. Text weights: Roman. Italic. Semibold. Italic. Bold. Italic.
Headline weights: Light. Italic. Regular. Italic. Medium. Italic.
Bold. Italic. Extrabold. Italic. Black. Italic.

Banner weights: Light. Italic.


Roman. Italic. Medium.
Italic. Bold. Italic.
Extrabold. Italic. Black.
Italic. Ultra. Italic.
CommunicationResearch Philippines 12
Typography
Typefaces - Secondary
Amplitude Wide is a typeface inspired by typefaces made for small sizes. Use
it at type sizes below eight points to substitute Neue Haas Grotesk. It has
seven weights. Light. Book. Regular. Medium. Bold. Black. Ultra.
Light. Book. Regular. Medium. Bold. Black. Ultra.

In cases where design needn’t be an issue, Arial may be used as substitute


for Neue Haas Grotesk. Regular. Italic. Bold. Italic. Black. Narrow.

Georgia may be used as a substitute for Publico.


Regular. Italic. Bold. Italic.
Some weights are available in another, more recent version of Georgia named
Georgia Pro. (Not available in most PCs; sold separately)
Condensed Light. Italic. Condensed Regular. Italic. Condensed Demibold.
Italic. Condensed Bold. Italic. Condensed Heavy. Italic. Light. Italic.
Regular. Italic. Demibold. Italic. Bold. Italic. Heavy. Italic.

There will be only two dingbat faces: Wayfinding Sans Symbols 2, Socialico, and
Socialico Plus. Take symbols and icons that you need only from these three faces.

Of course, other typefaces may be used, as long as a typeface


from the primary set is also used in the same instance.
CommunicationResearch Philippines 13
Typography
Guidelines for typeface usage - Specifics
Druk is an extremely versatile typeface that is quite ital letters, (e.g. A4, RGB 0 0 244) TURN ON ALL CAPS.
hard to apply. Its job is to ensure optimum hierarchy in OpenType: turn on proportional lining figures and Stylis-
typographic applications. To prevent yourself from go- tic Sets 01-03 for Display (Ultra Thin to Roman), Stylistic
ing overboard, limit yourself to using either the romans Sets 01 and 03 for Display (Medium - Black) and Text.
or the italics on a layout. If you use italics, make sure
it is centered on the container, and that the slants on Publico, being the versatile serif that it is, soaks up a
the sides are flush. Lead the text as tight as you can passage, so it needs a substantial amount of leading
take, and make sure kerning and tracking are consis- to make reading the long passages it sets more com-
tent, even, and snug. Druk Condensed can only be fortable to read. The Text version has small caps and
used at 72 points and above, because a.) no one can other features not found in the Headline and Banner
read extra extra condensed body type, and b.) it looks versions. Because of this, it is useful for long gray col-
better that way. OpenType: turn on proportional lin- umns of type. To do this, the first line of the lead para-
ing figures and Stylistic Sets 01-03 in all typefaces. graph must be set in OpenType>All Small Caps, with-
out indention. Without paragraph spacing, indent the
Neue Haas Grotesk is kinder, but of equal importance. proceeding paragraphs by 1 em. (An em is equal and
It’s the typeface used on our organization name when proportional to the type size) The Text version is good
used with the logo. Everywhere else, it could be used for for type sizes 6 to 18. The Headline version is good for
short passages, and as the trusty companion to Druk. To 18 points until 50 points, and the Banner version looks
ensure its neutrality, use zero tracking, balanced leading, great at 45 points and above. OpenType: turn on propor-
and consistent, snug kerning. If numbers accompany cap- tional old-style figures. Do not turn on any stylistic set.

CommunicationResearch Philippines 14
Typography
Guidelines for typeface usage - General

Check out the spacing of each let- If making a table, use tabular lining figures.
ter to see if it’s all even and snug.
Short passages of type may take on flush
Except for Druk, give everything sub- left, ragged right alignment with hyphen-
stantial leading and tracking. ation and automatic ragged line balancing.

Druk wants to hold its glyphs Use curly quotes as apostrophes. (’)
and lines close: track and lead
it as snugly as possible. Use em dashes—the longer dash-
es—to signify a delving into a cer-
Make sure hierarchy is clear, but tain thought in a passage.
not cluttered and clunky.
Finally, stand back and see if it
Turn on OpenType ligatures, looks good. And (for Publico)
and contextual alternates. end it all with a tombstone.
CommunicationResearch Philippines 15
Typography
Guidelines in action - Druk

E X T I N C T
D I N O SAU R S Shut up, Shut up, Shut up!
“IT WASN’T NAIROBI
Welcome to the
PARTY!

MALMÖ
ANYMORE——IT WAS LIKE A
WAR SCENE.”
Nobody does it like I’m givin’ it my all, but

JULIET
I’m not the girl you’re
taking home. Oooh...
CommunicationResearch Philippines 16
Typography
Guidelines in action - Neue Haas Grotesk

Why don’t you figure my heart out?


Buy EVERYTHING IS AWESOME!!!
JASMINE TEA

3
Take
GRAVAD LAX (SMOKED SALMON) : A SWEDISH WONDER FOOD
Dolupient am et vollibus dendellest, quia
aut abo. Ullatium anditio blanihi llesciat
unt que pelique vellent, seque a qui cus
qui dolorpo remque volo mos everis
doluptatest explacere rehent quas mo-
luptatur as experferrum, comnimin con
provid quam ad quaereicium quiant offici
dictem fugiametus aut libusam et mincil-
es dolor sinihic itassim est lab il et aut
autempore nonsequi bere natur, illor aut
erchilit reperupta volla cus demquam
quam qui tem idebiti ommosap iciminvent

fiat
evelessim sus aut unduciam, sum vel- luptat officie turepel laccusam, totatur mo qui blabore, omni que del in consequid

1!
lent voloreius dolupta quidunt quo odior ea volorepero dolecus. elestet vel estiatio im volut aborepe licit,
suntent exceperatur, tota venis eumquam Maximus. Tur, sent ut et aligente asped ab ipsaper uptatem int, con eos as volu.

I got no defense as you


take me over the edge.
Do it now! I don’t want to lose control.
“Stop eating other people’s
old french fries, little pigeon!
Have some self-respect!
Don’t you know you can fly?”
- Tracy Jordan, 30 Rock

Hej Stockholm! I'm happy!


CommunicationResearch Philippines 17
Typography
Guidelines in action - Publico

Dela Cruz goes to prison


Former conglomerate mogul guilty for mass bribery; lawyer warns of possible appeal
MEREL WESTRIK and LARS BOVÉ voluptam, sinus. coreres aperiam, volupta turiorem a officillam, ipidelendae inctas secullaccus.

eros
Manila Optatem porerit asincti bereseq uaeptur simusc i usc ipsusam dolo etur maios Um volenih icatia sapis sed et mi, et
autae mo molescipsum veleseq uassit et dolluptatur, eatiore icipsumquae eaturibus resciae nonsedici dolut volestias quis id
Endia nobiti repelessin corro erum qui molum abo. Ita et et pero dem et pero quae sa sumqui res est eius rae. Core estio. quaspiction con resequas et es evero into
blaut quae earum alic te nusam faciaturit estis erferum in eturi dolut laborer chilic to Itas et landipic tem inusam, soluptatur? moluptatur?
occumen demporit as dolut dis int et auda minimen tibusda ectotat iuntiones velitat et Occabore omnietus et lam eliquoditium Everro molupis duntem rehento optate
nonecusamus, simpore es restisque niminis reri idem et ex et labo. Et vid eos exerspe earit, con eatiumquia il magnis ab id que voluptatur, quatem quid molorem quia dit
maio. Et occupta dicilla volorerem sus consequ atempor ibusam faciunt earumqui lacipis recatum quas debistibusam voloritio dolut dolendae que nectes accuptate dolore

U&lc
electoral process, and
special, never-before-
The enhanced ebook

also includes special


Italian Rum Cake! It
solicited opinions
on breastfeeding,
version ncludes

Photoshop, the
princesses,

Businessmen
must be quick
to rebuild in
this country.

CommunicationResearch Philippines
MOTHER & child 18
Color
Our brand’s color palette has been
specifically designed to make people
feel more open when engaging with
our organization, whether by attend-
ing our events or by doing work with
us. It’s fresh, it’s dynamic, it’s con-
temporary, yet it also feels familiar.
But most importantly, the colors our
brand will be wearing reflects the di-
versity of the plane of many human
exchanges that is communication.

Therefore, it’s important to en-


sure that our colors look consistent
across all media to create a stron-
ger impression on our publics.
CommunicationResearch Philippines 19
Color
Main colors
Core Blue

PANTONE 2935 C
RGB 0 87 184
CMYK 100 52 0 0
Hex #0057B8

Black

PANTONE Black C
RGB 0 0 0
CMYK 100 0 0 0
Hex #000

These are the three main colors of Communication- White


Research Philippines. Tints of 25% increments may
be made for each of them. PANTONE+ Solid Coated, RGB 255 255 255
RGB, CMYK, and Hex formulas have been given. CMYK 0 0 0 0
Hex #FFF

CommunicationResearch Philippines 20
Color
Secondary colors
Core Red
PANTONE 193 C
RGB 188 36 60  CMYK 0 99 73 11  Hex #BC243C

Core Orange
PANTONE 158 C
RGB 228 126 26  CMYK 0 62 95 0  Hex #E47E1A

Core Yellow
PANTONE 122 C
RGB 255 214 53  CMYK 0 7 84 0  Hex #FFD635

Core Green
PANTONE 3278 C
RGB 0 152 116  CMYK 100 0 70 8  Hex #009B77

Core Violet
PANTONE 258 C
RGB 140 71 153  CMYK 53 72 0 0  Hex #8C4799

These are the five secondary colors of CommunicationResearch Philippines.


Tints of 25% increments may be made for each of them. PANTONE PLUS
Solid Coated, RGB, CMYK, and Hex formulas have been given.
CommunicationResearch Philippines 21
Color
A few reminders, and a curtain call
Just a few reminders on color: to really ensure that we
have optimum consistency when it comes how the color
looks, please strictly follow the numbers on the last
few pages. Or else, consult the PANTONE Plus Solid
Coated color book and look up the swatch names.

Note that the CMYK formulas are based on both the


PANTONE Plus Color Bridge and PANTONE Plus
CMYK Coated color books, so do not improvise.

As we end this chapter, we will be saying goodbye


to our cast of beautiful characters, with Core Blue
leading it all off. Now, let’s go with the grid!

CommunicationResearch Philippines 22
Design + Grid
To ensure we achieve both consistency
and diversity in all our content—which
is a tough task to accomplish—our can-
vas and our design in general must re-
main rigid, strong, yet vast enough to ac-
comodate content and data of all kinds.

This section will contain measure-


ments and instructions on setting up
layouts, and tips on designing them.

CommunicationResearch Philippines 23
Design + Grid
Design Principles
Before we get into the themselves fit the times, but measured not only just with Pentagram, Richard Turley,
technicalities of how to set up also future-proof the company economic results, but also Mark Porter, the International
the pages before designing, going forward. Chermayeff & with customer satisfaction and Typographic Style move-
the design principles of the Geismar & just a few years ago corporate social responsibil- ment, and, most of all, Jan
brand must be set beforehand. Haviv’s revolutionary abstract ity. Design plays an integral Tschichold and his book The
In this day and age, as the logo for the Chase National role in that real success. New Typography we have cre-
legendary graphic designer Bank of Manhattan is still in use Today, the design landscape ated four design principles:
Saul Bass has described, con- today, through tough economic is cluttered and complicated.
sumers are just as concerned turmoil and a merger with J.P. Flashy colors and effects, ○ interesting bal-
with the way a product looks Morgan. Saul Bass’s logos last unwieldy typefaces, bad at- ance of elements;
as how well it performs its an average of around 35 years, tention to detail, and clichéd ○ clear hierarchy
purpose. As never before, with some slightly modified content make the publics go and emphasis;
they are influenced by the but otherwise a Bass design. crazy and confused and, as ○ dynamic, staggered
look as with its quality. These designers and the a worst case scenario, rise photography and an
The same goes with brands clients they work with real- against your organization. unassuming, simpli-
and organizations. In the 1960s, ize that design isn’t just a That is why the design of our fied graphic system;
most brands and organiza- decorative thing. It is a primary brand is going to be different. ○ intentional use of
tions in the FORTUNE 50 have foundation in an organiza- We have set off our strat- white space; and
changed their corporate iden- tion’s success, and a foreteller egy with a timeless logo, ○ liberal, bold yet cal-
tification programs in a radi- into its fate as it enters new and a strong type and color culated typography
cal sweep that swept both the challenges. And with good palette, all we need to do
industrial and design world. design, one is sure that the now is create a framework When designing, always
Designers like Bass, Chermayeff brand can last a long time. that works to balance all remember the keywords:
& Geismar, Paul Rand, Massimo The sad thing is that to- these elements together. clarity, diversity, and differ-
Vignelli, Milton Glaser, and Uni- day, companies are more Influenced by Bass, Cher- ence. These are what it takes
mark have revitalized the looks concerned with profit rather mayeff & Geismar & Haviv, to get us noticed and to make
of companies not only to make than actual, real success, Rand, Vignelli, Unimark, us stand out from the rest.
CommunicationResearch Philippines 24
Design + Grid
Making grids for print and outdoor
NO. 10 ENVELOPE ID-1 will be used for identity docu-
• 6 columns • 12 pt gutter ments A7 for business cards. A5
• 5 pt baseline from margin will be used for feedback and
• 6.25 mm margins registration forms, A4 will be used
ID-1 LANDSCAPE AND A7 for larger forms and letters and
• 6 cols • 6 pt gutter publications, and A3 will be used
• 5 pt baseline from margin A3 for poster advertising. A5, A4, and
• 5 mm margins • 12 cols • 12 pt gutter A3 will be used for signage. To
A5 • 10 pt baseline from margin find out the sizes for these paper
• 6 cols • 12 pt gutter • 12.5 mm margins formats, please refer to ISO/IEC
• 5 pt baseline from margin 6 FT × 2 FT BANNER 7810, ISO 216, and ISO 269.
• 12.5 mm margins • 24 cols • 12 pt gutter
A4 • 20 pt baseline from margin Envelopes will use the North
• 6 cols for portrait, 12 • 25 mm margins, 12.5 mm bleed American No. 10 size, (41/8 in
cols for landscape FULL HD × 103/8 in) the one found on
• 12 pt gutter • 6 cols • 36 px gut- most envelopes. Banners,
• 5 pt baseline from margin ters, top and bottom; whether portrait or landscape
• 12.5 mm margins 356 px left and right will measure 6’ × 2’. The basis
for our broadcast design will
be on Full HD resolution.
CommunicationResearch Philippines 25
Style + Tone
We are now in the section where
we talk about how we converse
with our publics, and this con-
sists of two parts: style and tone.

Style is a standard on how we com-


municate. This document is our brand
style guide, and this section is called
our communication style guide. We
will tackle topics such as punctua-
tion, address, spelling and grammar.

Tone is the color of our language.


It provides a character to our lan-
guage and communications. We
will also tackle that in this section.
CommunicationResearch Philippines 26
Style + Tone
Editorial Style
The organization’s house style will be use codes from ISO 3166-2 (for regions and centimeters, 10 meters) Afterwards, abbrevi-
based on “The Publication Manual of the provinces in the Philippines, use codes from ate. (e.g. 6 cm, 10 m) But when used as modi-
American Psychological Association, 6th edi- ISO 3166-2:PH, such as PH-11 for Region 11). fier, spell out number and unit, then hyphen-
tion,” also known as APA Style. Rules on addresses - use figures for numbered ad- ate. (e.g. six-inch gap, ten-meter plank)
academic publication layout, formatting, dresses. Abbreviate Ave., Blvd., and St. and foreign words - when referring to
spelling, capitalization, and typography. directional cues when used with a numbered words in English that come from a for-
For academic publications that the orga- address. Always spell out other words such as eign word, use the spelling from the
nization will publish, APA Style must be fol- alley, barangay, drive and road. If the street original language with accents specially-
lowed diligently. It will also be followed for name or directional cue is used without a designed ligatures. (e.g. naïve, not na-
citing legal and medical documents. numbered address, it should be capitalized ive; smörgåsbord, not smorgasbord)
In communications however, APA Style will and spelled out. If a street name is a num- names - always use a person’s first and last
not be used. Journalistic writing will be based ber, spell out First through Ninth and use name the first time they are mentioned. Only
“The New York Times Manual of Style and Usage” figures for 10th and higher. Use local address use last names on second reference. Only
and “The AP Stylebook” (for terms not on The formatting of the country when writing. use courtesy titles such as Mr., Mrs., Miss
Times’s guide, such as Twitter), and non-jour- apostrophe - use curly apostrophes; or Ms. when they are part of a direct quota-
nalistic writing will be based on William Strunk refer to The New York Times’s guide tion, when addressed personally as an act of
Jr. and E. B. White’s “The Elements of Style”. and use double S’s for possessives respect, or when it is needed to differenti-
But since we are not affiliated with any ages - For ages, always use figures. If the age ate between people who have the same last
of these institutions, (except that of Strunk is used as an adjective or as a substitute for name. (Note that Miss is different from Ms.;
and White) we must develop deviations on a noun, then it should be hyphenated. Don’t Miss refers to an unmarried woman, Ms.
their style guides. Here are all of them: use apostrophes when describing an age refers to a woman with no known civil status.)
abbreviations and acronyms - do not range. (e.g. A 21-year-old student; The student Use Jr., II, Sr., etc. only on first refer-
add a full stop/s at the end of an abbrevia- is 21 years ol;. The girl, 8, has a brother, 11; The ence with the individual’s full name.
tion, or in between letters of an acronym contest is for 18-year-olds; He is in his 20s.) The abbreviations are not set off with
people - for abbreviations (e.g. Sen, dates - do not abbreviate anything. Use commas. (e.g. John Smith Jr.)
the Rev, Gov, Dr) refer to the AP’s or figures for numbers. Dates must be format- Use middle initials in full name refer-
The Times’s guides. Do not use “Hon” ted as such: Friday 15 August 2014. Omit ence only if the person uses it regularly.
or the title Honorable, for that matter. elements as you want, but do not rearrange. time - use 24-hour format to tell
Giving one the title of his or her occu- dimensions - always use SI units. If mea- time. Write 1:00 p.m. as 13:00, and
pation is already an honor in itself. surement is in an imperial unit, convert and say it as “thirteen o’clock.”
places - when referring to countries, use round off to nearest whole number with
codes from ISO 3166-1 alpha-3 (e.g. PHL for a modifier notifying estimated value. (e.g. In the AP and The Times stylebooks,
the Republic of the Philippines). When re- around 11 meters) On first occurrence, spell amend their rules on these matters and on
ferring to regions, provinces, counties, etc., out numbers (1 to 9 only) and units. (e.g. six ‘States’ for the deviations mentioned above.

CommunicationResearch Philippines 27
Style + Tone
How do we call ourselves?
Our company = CommunicationResearch Philippines
= Core Philippines
Company “...” = CommunicationResearch
Philippines “...”
= Core “...”
Staff = Core Philippines Staff = Core Staff

CommunicationResearch Philippines 28
Style + Tone
Imagery and Graphics

The images we will


use must reflect
our tone of voice.

CommunicationResearch Philippines 29
Style + Tone
Tone of Voice

How we communicate must reflect how people gen-


erally communicate today. Not necessarily with
heavy use of shortcuts, but one that reflects the at-
titudes people that are communicating. People want
to have intimate, close conversations that are me-
andering, humorous, and, most of all, inspiring.

Our voice must be diverse, youth-


ful, alive, active, and human.

CommunicationResearch Philippines 30
Application
In this section we will see how all
the elements discussed in the pre-
vious section come together and
get applied in real life situations.

All diagrams are to relative scale.

CommunicationResearch Philippines 31
Application
Stationery
College of Humanities and Social Sciences
University of the Philippines Mindanao
Barangay Mintal, Davao City
8000 Davao del Sur
Philippines
CommunicationResearch Philippines

22 June 2014

Mrs. Amalia Cabusao


Editor-in-chief
The Mindanao Times
University of Mindanao Medical & Multitest Diagnostic Center Building
Ponciano Street corner Palma Gil Street
College of Humanities and Social Sciences
Barangay 18-B, Poblacion, Davao City
University of the Philippines Mindanao 8000 Davao del Sur
Barangay Mintal, Davao City Philippines
8000 Davao del Sur
Philippines
CommunicationResearch Philippines
Dear Mrs. Cabusao,

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Editor-in-chief
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University of Mindanao Medical & Multitest Diagnostic Center Building
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Dear Mrs. Cabusao,
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ficiTaTus. oPTasPeri ullacca boreriT rem. ximusTiaTe esT, consequ aTibusT uT Pero blauT Parum
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optatibus aut aut quatibu sdaecus.
Ebit eum ulla dolor sitaecepudae verundit aliti derum veliqui acessimilis dolesti cor sum eum imillaut aut omnimin conserrorum inustrum enestrum quae solorerum, si optaepro qui cones doluptaquid ma verit
eaquae etur aut quaecto receperunt etur, consed quia velibea tesequatur suntis dolor moluptusam et eos sitia
aut omnimin conserrorum inustrum enestrum quae solorerum, si optaepro qui cones doluptaquid ma verit ent iunt velest que ratemol lenderum et, sedi niendae quaeptaspic te dessus alis molor sere cus et verum et
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officipsame sae eliquame voluptur si dempore rsperro eos unt occae por sit quia quis doluptate nis aut fugia officipsame sae eliquame voluptur si dempore rsperro eos unt occae por sit quia quis doluptate nis aut fugia
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voloreicia inciusam venti aut et eatur re voluptatus, conseque poreper emporeiur, sumquisci rem dolor-
est, nonsectatem voluptatur? Recto maximi, qui te nos sitatusamus imi, ut excerum erum qui blaborepudis
voloreicia inciusam venti aut et eatur re voluptatus, conseque poreper emporeiur, sumquisci rem dolor-
The Mindanao Times
nam qui ommod quiat quam erit doluptatur, omnihici omnim qui officide elecus nones ius aut dem nullige
ndaecum se moluptusam, corro del ma delit et iur sit faccumquae am sum consedit et que ipsamus ventios
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University of Mindanao Medical & Multitest Diagnostic Center Building nam qui ommod quiat quam erit doluptatur, omnihici omnim qui officide elecus nones ius aut dem nullige
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Ponciano Street corner Palma Gil Street
incipit reicium reptumquam ellest, od quam aut audipsum resteni musaecti doluptati duciae doluptatiur
reprae nus.
To quunt eos vit pro ium quis qui invelen dendam, sequia sequi officiate volores dus velessinis ipid qui eat eiunt quis magnat.
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8000 Davao del Sur
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CommunicationResearch Philippines
ut liquatem re eicid que sum as sita et abo. Imaiorpor aut eost, quisquatur, omnimi, officiis mos ute dollabore
premquam facerunte ipissit, sum quatur, et voluptio is enihiciure voluptat.
College of Humanities and Social Sciences Otaspeliciet dolupta ssitiunt, int excessim cus aut quat quias alique cum eumque quam aut vella iniet om-
Ga. Hictatur? Qui alibers perfere volupta qui sit voles ea dolorio bearum cusant.Onserit maiorep elendel
University of the Philippines Mindanao
Barangay Mintal, Davao City
nientur aciis re quia et magnam aspiet dus arum quiatum que pernam evelenim nectatur, odignimenem fuga. Philippines incipit reicium reptumquam ellest, od quam aut audipsum resteni musaecti doluptati duciae doluptatiur
8000 Davao del Sur
Philippines
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Mrs. Amalia
igendan dellic tempore rnaturis evellabor suntem estiam est omnimet verspe nihiten daecus exceprerio. Ut
mi, que deles re, nonserestrum nimus ea pro evelles eumque possimus ipsaperferum sedit rehenim agnihitem
Cabusao
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The Mindanao
eossumTimes
asped eritaquos abo. Itatqui omnimagniam que essi aciisci dictur solupta tiunt, omnim aut vid
simil ipitatque possentem la nobit, aut lautatur, iuntion serspitia a quaerum, inis velesto optur. iusapis dit assit officieni officiis erit ex eaquid mossinvenit parciissim dolupta destibus.
University Sincerely,
of Mindanao Medical & Multitest Diagnostic Center Building Fuga. Itatiis exerum quibus, est, quam reium verum, sanda sentur remolupta vendi coressi omnit esti tes
Ponciano Street corner Palma Gil Street
JAIRO CHRISTIAN ROYO
Barangay 18-B, Poblacion, Davao City
ut liquatem re eicid que sum as sita et abo. Imaiorpor aut eost, quisquatur, omnimi, officiis mos ute dollabore
8000 Davao
Committee
del Sur
member
CommunicationResearch Philippines premquam facerunte ipissit, sum quatur, et voluptio is enihiciure voluptat.
Philippines Otaspeliciet dolupta ssitiunt, int excessim cus aut quat quias alique cum eumque quam aut vella iniet om-
nientur aciis re quia et magnam aspiet dus arum quiatum que pernam evelenim nectatur, odignimenem fuga.
Min prempore magniminus ab ipsaerat doluptatur aut id ut verum faciur at od que omnist hari nesciumque
consect otatur sam quiae cus, sus, offici asintiame post, comnis etustio ium, vel moloreptum quis dest, que
simus deri dene ma dipsum, untem fuga. Itatemo ditiatium vent estius, sa aut pos cus, voluptatiur acearunt la
et latur aut est harciis nat eumet officimustio mi, nim eum fuga. Ectiber ibuscit, num quissedit et veliquibus,
nam ratur, intinimil illacest, odic tet audi id ut idit dolore posae denit et aut esciis dis doluptasi dus doluptibus
nos quia con non pore nus ea con et lautet ullabore nossequia nonem arcit ut delibusapis magniati beri officil
igendan dellic tempore rnaturis evellabor suntem estiam est omnimet verspe nihiten daecus exceprerio. Ut
mi, que deles re, nonserestrum nimus ea pro evelles eumque possimus ipsaperferum sedit rehenim agnihitem
doluptatibus asped eritaquos abo. Itatqui omnimagniam que essi aciisci dictur solupta tiunt, omnim aut vid
eossum simil ipitatque possentem la nobit, aut lautatur, iuntion serspitia a quaerum, inis velesto optur.
Sincerely,

JAIRO CHRISTIAN ROYO


Committee member
CommunicationResearch Philippines

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template, size A4. It also shows how the two would fit together.
CommunicationResearch Philippines 32
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CommunicationResearch Philippines 33
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Human beings have
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are as significant as
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can make an impact and
justify its importance.

Communication for the


What is its role in a
changing Philippines and

bigger good DAVAO CITY


a world in transformation?

Its time to use


communication for
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Join the first ever
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COMMUNICATE
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be
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coreph.wordpress.com The CommunicationResearch Philippines Conference The CommunicationResearch Philippines Conference


17 October 2014. The Grand Menseng Hotel, Davao City 17 October 2014. The Grand Menseng Hotel, Davao City
Sponsored by: Submit communication research abstracts by 31 July 2014. Submit communication research abstracts by 31 July 2014.
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