Sama-Sama. Logo Guidelines (27.12.12)

Logo Guidelines



Foreword

The consistency of a brand
is demonstrated through the disciplined use
of its logo. Consistency generates recognition,
which in turn builds reassurance. The following
pages document the use of the Sama-Sama
logo and these guidelines should strictly be

adhered to.

Logo Rationale

The name Sama-Sama in Malay / Malaysia means
“togetherness” or literally “same-same”. It also means

“you’re welcome”.
Like Malaysia, the hotel seeks to offer an environment in
which differences reside together – be they multi-cultural,

multi-lingual, or multi-racial.
Ultimately, it’s a place that connects all that pass through
its doors to a multi-faceted experience, even as
it connects them to the next flight and to the next city.

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Logo Components

The Sama-Sama logo is divided into three components:
the visual element, the colours, and the logotype font.
Each of these elements suggest traits that are inherent

characteristics of Sama-Sama.

Visual
Element

Logotype

1 2 3

The Visual Element The Colours The Logotype Font
The elements used for To promote a warm A clean and
the Sama-Sama logo and welcoming feeling, contemporary look has
comprises two hands the logo colours are been used for
joining, symbolising orange and gray. the logotype by using
different people The colour orange a fine and rounded
connecting, and represents joy and font. Lowercase font
being connected by rejuvenation while gray is used to give the
the hotel’s products represents stability and logotype a friendlier,
and services. The two perseverance. more approachable
hands coming together feel.
define an “S”
– for Sama-Sama.

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Logo Versions:
Vertical & Horizontal

To allow greater flexibility in layouts, there are two
ways in which the Sama-Sama logo can be featured:
vertical or horizontal. The following versions of the
logo have been created to maximise visibility across

a variety of applications.

Vertical: This centralised version, Horizontal: This side-by-side
known as the official logo, is the version is to be used in instances
primary version recommended for where the official logo cannot
use across most communications be applied, such as book spines,
material and will be used to banners, etc.
illustrate the following pages.

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Clear Zone & Minimum Size

Clear Zone
To ensure the integrity, visibility and prominence of
the logo, a suitable distance from surrounding elements
must be observed and maintained. This is known as
the “clear zone”, a minimum clear space that must be

provided around the logo.

Minimum Size
To ensure legibility, a minimum size is recommended

for any communications material generated.

7mm 7mm

The proportions of the logo elements are fixed and should not be altered in any way.
In order to ensure consistency, do not attempt to recreate the logo. An electronic soft copy

of the logo has been provided in the accompanying CD for your usage.

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Full Colour & Single Colour

Full colour Single Colour
Whenever possible, the full colour When only single colour can
version of the official logo should be used, the entire logo is
be used for all communications expressed in black or reversed
material. In instances where white. This version is to be
corporate colours are used used when full colour printing
on different materials, use the is not an option.
closest colour match.
Black
Full Colour

Sama-Sama Sama-Sama K100
Orange Platinum Gray
Reversed White

Pantone 165C Pantone Cool Gray 9C
Pantone 021U Pantone Cool Gray 9U
M60 Y100 K75
R245 G132 B36 R145 G145 B149

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Use Of Logo On
Corporate Colour Backgrounds

In instances where the logo is to appear on
corporate colour backgrounds, the logo may be
reversed. Whenever possible, avoid using corporate

colours as a background.

Sama-Sama Platinum Gray Sama-Sama Orange

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Backgrounds: Light Colour

The logo may appear in full colour or single colour against
light colour backgrounds, but care must be taken to avoid
background colours that overwhelm or compromise

the legibility of the logo.

Acceptable Usage of the Logo Unacceptable Usage of the Logo
on Light Colour Backgrounds on Light Colour Backgrounds

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Backgrounds: Dark Colour

The logo may appear in full colour or single colour against
dark colour backgrounds, but care must be taken to avoid
background colours that overwhelm or compromise

the legibility of the logo.

Acceptable Usage of the Logo Unacceptable Usage of the Logo
on Dark Colour Backgrounds on Dark Colour Backgrounds

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Backgrounds: Textured

The logo may appear in full colour or single colour
against textured backgrounds, but care must be
taken to avoid background colours that overwhelm

or compromise the legibility of the logo.

Acceptable Usage of the Logo Unacceptable Usage of the Logo
on Textured Backgrounds on Textured Backgrounds

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Incorrect Usage

The Sama-Sama logo should not be modified in
any way. Below are some examples of what not to do.

Do not italicise Do not alter Do not add
the logo. the proportions an outline to

of the logo. the logo.

Do not change Do not use Do not add a
the logo colour. gradual tones drop shadow
for the logo. to the logo.

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Product Types:
Landside & Airside

The brand bears two types of airport hotels
under the Sama-Sama name; landside and airside.
The airside hotel is given a relevant description to
differentiate it from the landside hotel. The descriptor
is affixed at the bottom of the logo and is centralised.

The font used for this is Gotham.

Airside Hotel

0.75

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Location

The airport location of the hotel is placed
below the logo, outside of the clear zone.

The font used for this is Gotham.

Landside Hotel Airside Hotel

KL International Airport 0.75
0.5

0.5 0.75
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Typography

Corporate Typeface – Gotham HTF
The primary typeface, Gotham HTF, must be
used in all communications that are professionally

printed or produced.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Gotham HTF Thin Gotham HTF Book Gotham HTF Black
Gotham HTF Thin Italic Gotham HTF Black Italic
Gotham HTF Light Gotham HTF Book Italic Gotham HTF Ultra
Gotham HTF XLight Gotham HTF Medium Gotham HTF Ultra Italic
Gotham HTF XLight Italic
Gotham HTF Medium Italic
Gotham HTF Bold
Gotham HTF Bold Italic

Default Typeface – Arial

Arial is the default typeface recommended for the
various internal, employee-generated and electronic
communications such as PowerPoint presentations,
emails, etc. It is widely available on computers operating

on the Microsoft Windows and Mac platforms.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890

Arial Regular Arial Bold
Arial Italic Arial Bold Italic

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Artwork CD & Checklist

Please download the logo artworks from the
accompanying CD. These artworks should be used
at all times. Do not reconstruct the logo. For
further information please contact the Sales and

Marketing Department.

Checklist:

Are you using the correct colours?

Have you visually matched the colours to the correct
colour specifications or the closest colour match?

Has the logo been reproduced correctly, using the
master artwork?

Is the minimum size rule being observed?

Has care been taken to ensure legibility when the
logo is applied to a background?

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