BRAND GUIDELINES 2023 Standard Chartered PLC
ABOUT THIS GUIDE How to Use This Guide The following pages provide an overview of the Standard Chartered visual identity system, applicable to both print and online uses. Use it as your tool to determine what to do and not to do as you present Standard Chartered material internally or externally. No logos or brand identities that carry the name of the Standard Chartered or its member institutions may be created without adhering to the system outlined in this guide.
TABLE OF CONTENT 01 Introduction Vision & Mission SWOT Analysis Market Segmentation Moodboard 02 Logo About Logo Minimum Size Logo Version Clear Space Colour Variations Scale Colour Palette Incorrect Use 03 Imagery 04 Stationery Business Card Letterhead Envelope Stationery Mockup Lanyard & ID Card Uniform Bank Debit Card ATM Online Banking App Vehicle 05 Signage Building Facade Handing Wayfinder Banner 06 Get In Touch 02
INTRODUCTION Standard Chartered Malaysia has always taken immense pride with the distinction of being Malaysia’s first and oldest bank. Our presence in the country goes back to 1875, when we opened our first branch at Beach Street, Penang. Over the years, we have remained firmly committed to the nation and its growth. Locally incorporated as Standard Chartered Bank Malaysia Berhad on 29 February 1984, we have to date over 8,000 employees for our Malaysian operations, a global shared service centre Standard Chartered Global Business Services (GBS), a subsidiary Price Solutions, an offshore facility in Labuan, and head office at Equatorial Plaza in the heart of Kuala Lumpur. 03
VISION MISSION 04 We have a key role to play in stimulating economic and social development through the services we provide and by being a force for good. The success of our business depends on this. We are committed to promoting economic and social development in the markets we serve, doing so sustainably and equitably in line with our purpose and three valued behaviours: ‘Never settle’, ‘Better together’ and ‘Do the right thing’.
STRENGTH The highly qualified research team Network of branches Strong network throughout West, North, and South 05 WEAKNESS Account access problem of customers Ringgit Malaysia doesn't give much importance OPPORTUNITY The growing interest of people in the foreign exchange market Recovery of global stock market THREAT Competition from players like Axis Bank, HSBC Bank The downfall in the export market due to global recession. SWOT ANALYSIS
PSYCHOGRAPHIC DEMOGRAPHIC GEOGRAPHIC 06 people who value convenience and live a fast-paced lifestyle People who prefer traditional approach to banking Affluent global citizens Entrepreneurs United Kingdom and the United Arab Emirates. Asia : India, China, Singapore, Hong Kong, Thailand, and Indonesia Africa : Kenya, Ghana, Nigeria, and Tanzania MARKET SEGMENTATION
07 MOODBOARD
08 ORIGINAL AND NEW LOGO Old New LOGO
09 The bald eagle head in the logo goes way back to Standard Chartered’s American roots - bald eagle is the country’s national emblem. The beauty and independence of this gret bird symbolizes the strength and freedom of America. The famous Standard Chartered emblem comprises green and blue spirals. The spirals symbolize a solid and reliable partnership between the bank and its clientele. ABOUT THE LOGO
10 The size beside allows the logo to be drawn accurately. The proportions of the Standard Chartered logo should always remain unaltered. An exclusion area is the amount of clear space there must be around the logo which is 10mm. This ensures that the logo always stands alone. No objects must intrude into this space. You can download the logo in a variety of formats from www.standardchartered.com 5 cm 5.8 cm MINUMUM SIZE
Primary Version Alternative Version 11 LOGO VERSION
Safe distance is the designated by the Logotype symbol. No graphic elements of any kind should invade this zone. 12 1x 1x CLEAR SPACE
White background White background White background 13 COLOUR VARIATIONS
Black background Black background Gradient background Blue background Blue background Gradient background 14
The standard version of the logo must never be used at a width less than 70mm. When it is necessary to use the logo at a width less than 50mm a ‘small use version’ has been created. This version must never be used at a width less than 17.5mm. Do not horizontally or vertically scale the Taco Trailer logo. 100% 75% 50% 30% 15 SCALE
The blue symbolizes the responsibility and professionalism of the company, while green shows the bank as loyal and energetic. 16 COLOR PALETTE PRIMARY COLOURS SECONDARY COLOURS #38b400 CMYK : 73, 0, 100, 0 RGB : 56, 180, 0 #c7e61b CMYK : 32, 0, 92, 0 RGB : 199, 230, 27 #005bc0 CMYK : 90, 63, 0, 0 RGB : 0, 91, 192 #000000 CMYK : 91, 79, 62, 97 RGB : 0, 0, 0 #525355 CMYK : 62, 51, 48, 43 RGB : 82, 83, 85 #ffffff CMYK : 0, 0, 0, 0 RGB : 255, 255, 255 #0798e9 CMYK : 75, 29, 0, 0 RGB : 7, 152, 233 #51dbe9 CMYK : 58, 0, 16, 0 RGB : 18, 219, 233
17 Logos have been carefully designed as unified elements to be visually balanced appropriately. They’re the correct color builds, and include the right elements. No alteration or customization of these logo is allowed. The rules shown apply to every Standard Chartered logo, even if not explicitly illustrated here. Do not stretch or skew the logo Do not alter the logo colour Do not rotate the logo Do not alter the typeface location INCORRECT USE
18 Do not warp the logo Do not use drop shadow Do not make the logo 3D Do not add stroke to the logo Do not alter the logo typeface standard chartered Do not flip the icon
19 Raleway is the main official typeface of our brand. Raleway font family comes with different weights and styles. Raleway should be maintained in all of our official documentation and also on advertising design. Raleway abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*() Aa Raleway Light Aa Raleway Light Aa Raleway Light TYPEFACE
20 IMAGERY
21 Size: 90 x 50 mm Color: front (white color) back (blue) Material: art card with matte lamination STATIONERY BUSINESS CARD 90 mm 50 mm
22 Size: A4 (210 X 297) mm Material: simili paper (woodfree) LETTERHEAD 210 mm 297 mm
23 Size: 110 x 220 mm Material: simili paper (woodfree) Envelope 220 mm 110 mm
24 STATIONERY MOCKUP
25 Id card size: 54 x 85 mm Color: front & back (White) Material: polyvinyl chloride (pvc) Lanyard size: 900 x 20 mm Color: front & back (blue) LANYARD & ID CARD
26 Logo: Embroidery Shirt material: Nylon Short Sleeve Long Sleeve UNIFORM
27 Id card size: 85.6 mm x 54 mm Color: front & back (Light blue) Material: polyvinyl chloride (pvc) BANK DEBIT CARD
28 AUTOMATED TELLER MACHINE
29 Official Standard Chartered Online banking app layout according to sizes of the devices’s screen. ONLINE BANKING APP
30 VEHICLES Vehicles are powered industrial vehicles used to deliver company assets to another place
31 Signage BUILDING FACADE
32 HANGING WAYFINDER
33 BANNER
34 Standard Chartered Malaysia Headquarters Address Telephone Email Website Level 26, Equatorial Plaza, Jalan Sultan Ismail, 50250 Kuala Lumpur. +603 2117 7777(Standard Chartered HQ) +601 3008 8888 (Customer Careline) straight2bank.my@sc.com www.sc.com/my/ GET IN TOUCH
© Standard Chartered Malaysia Berhad 2023. All rights reserved.