Pages From MSIG Asia Brand Identity Guidelines - 2012

Section I
2 Brand Basics
2.1 MSIG Brandmark

2.2 Brandmark: Variations
2.3 Brandmark: Colour Options
2.4 Brandmark:
Clear Zone and Minimum Size
2.5 Brandmark: Usage
2.6 Brandmark: Incorrect Usage
2.7 Colour Palette
2.8 Fonts System
MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 8
2.1
MSIG Brandmark
The brandmark represents the endeavour of the Group:
to achieve dynamic growth and become one of the
leading companies while preserving unshakable
reliability. The blue symbolises a tradition of trust and
quality service, whilst the red, like the crest of a wave,
is uplifting, and conveys the promise of growth in its
ever-increasing upward sweep.
The key element for visual communication, the
brandmark symbolises the corporate philosophy of
Mitsui Sumitomo Insurance.
Horizontal stack version
Vertical stack version
2.2
Brandmark: Variations
There are 6 brandmark variations. The typeface may be
placed to the right or below of the logo depending on
the medium. Discretion must be exercised.
Side by Side, Small
Centre-Aligned, Medium
(Preferred Option)
(Preferred Option)
Side by Side, Large
Centre-Aligned, Large
Side by Side, Medium
Centre-Aligned, Small
2.3
Brandmark: Colour Options
Full colour positive version
Reversed white on MSIG Red
Reversed white on MSIG Blue
Black positive version 1
Black positive version 2
Reversed white on Black colour
The background of the brandmark should be white

as a general rule, since this is most effective. In some
instances this may not be possible therefore there are an
additional five variations (see above) to allow flexibility
in usage.
2.4
Brandmark: Clear Zone and Minimum Size
X
Clear zone
A clear zone is defined around our brandmark

to ensure its visibility and distinctiveness.
0.5X
0.5X
0.5X
0.5X
The exclusion zone is 50% to the cap width

(indicated by an X) of the symbol in our
brandmark on all sides.
No other elements, such as text or pictures
may appear in this area. The boundary also
marks the closest that the logo can come to
the edge of a page or cover.
0.5X
0.5X
0.5X
10mm
15mm
0.5X
Please note in some extreme cases where

space is limited, this recommendation may
need to be overruled (with prior approval)
with an exclusion zone equal to 25% the
cap width (indicated by an X) of the symbol.
Example: Signage systems where impact is
most important or very small usage scenarios.
Minimum size
To ensure clarity and recognition of the brandmark on all
applications a minimum size has been set. This should
serve as a general guideline however the aim should
always be to reproduce the brandmark according to the
applications dimension.
2.5
Brandmark: Usage
On light-coloured backgrounds
To ensure maximum visibility the brandmark should
be placed on a white or light coloured background
whenever possible.
On dark-coloured backgrounds
On occasions when using the brandmark on white
or light-coloured background is not feasible (e.g.
newspaper printing), the reversed white brandmark
can be used. Please note there should be enough
contrast between the background and brandmark
to ensure legibility.
In all cases maximum visibility should be achieved
by using the most appropriate brandmark.
2.6
Brandmark: Incorrect Usage
Do not change the form of

the brandmark
Do not use any logotype

other than specified.
Do not use the symbol

by itself
Do not add any additional
Do not use any colour other

than designated
Do not outline the brandmark
Do not separate the red and

blue in the brandmark
Do not create patterns or

blocks with the brandmark
Do not use the full colour

brandmark on dark backgrounds
Do not use the brandmark

on very light backgrounds

on cluttered backgrounds.

on a background that
renders it illegible
Mitsui Sumitomo Insurance (Group)
Do not use the symbol with

other than MSIG
This page explains some of the common errors in

reproducing the brandmark. The original brandmark and
its variations should not be recreated or modified in any
way. Always use the supplied files for artwork.
P 1797 C
DIC F219 / Pantone 3292 C
Which code to follow?

Most preferred
DIC (if
provided)
Least preferred
Pantone
4 process
colour (CYMK)
based on DIC
4 process
colour (CYMK)
based on
Pantone
3 process
colour (CMY/
CMK/CYK)
2.7
Colour Palette
MSIG Red
MSIG Blue
Colour Chip: DIC Part II 2496

C6 M100 Y100 K0
R225 G31 B39
Colour Chip: Pantone 2747C

C100 M100 Y0 K40
R27 G20 B100
The corporate colours of MSIG are the MSIG Red and

MSIG Blue. The use of the two corporate colours is
important in expressing the integrated corporate image.
We also use white to balance the heavy impact normally
created by red and blue.
White
Please refer to the colour values given above and be

sure to check the colours by repro proof for faithful
reproduction.
2.8
Font System
Print communication
Digital communication
MSIG has been tending

to lifestyle and corporate
insurance needs in Asia for
more than 100 years.
MSIG has been tending to

your lifestyle and corporate
insurance needs in Asia for
more than 100 years.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890_+!@#$%^&*()=
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890_+!@#$%^&*()=
Neo Sans
Trebuchet MS
An important element of the new graphic language is

the typography. MSIG has two dedicated typefaces to
accommodate both internal and external usage.
External Communications and Printed Material
Neo Sans is the new font family, which will be used in
all external printed communication material within a
commercial purpose.
Neo Sans is a modern, legible, clean font with distinctive

design characters. It also has various weights like
Regular, Medium, Bold and their Italics making it a
versatile font system for multiple use. Examples of how
the font is used are shown in stationery and collateral
sections of this manual.
Neo Sans can be obtained from www.myfonts.com
Internal Communications and Digital Applications

Trebuchet MS is our standard system typeface in
Microsoft templates, emails, web (except when text is
displayed in JPEGs) and other digital applications. It can
also be used for internal printing of documents.
MS is a standard system font in Microsoft Once and has
the same readability and openness as Neo Sans.

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Section I

2.1 MSIG Brandmark

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 8

Vertical stack version

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 9

Side by Side, Small

Side by Side, Large

Side by Side, Medium

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 10

Full colour positive version

Reversed white on MSIG Red

Reversed white on MSIG Blue

Black positive version 1

Black positive version 2

Reversed white on Black colour

The background of the brandmark should be white

A clear zone is defined around our brandmark

The exclusion zone is 50% to the cap width

Please note in some extreme cases where

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 13

Do not change the form of

Do not use any logotype

Do not use the symbol

Do not add any additional

Do not use any colour other

Do not outline the brandmark

Do not separate the red and

Do not create patterns or

Do not use the full colour

Do not use the brandmark

Do not use the brandmark

Do not use the brandmark

Mitsui Sumitomo Insurance (Group)

Do not use the symbol with

This page explains some of the common errors in

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 14

DIC F219 / Pantone 3292 C

Which code to follow?

Colour Chip: DIC Part II 2496

Colour Chip: Pantone 2747C

The corporate colours of MSIG are the MSIG Red and

Please refer to the colour values given above and be

MSIG has been tending

MSIG has been tending to

An important element of the new graphic language is

Neo Sans is a modern, legible, clean font with distinctive

Internal Communications and Digital Applications

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