All Women’s Action Society Brand Guideline 2023 AWAM ALL WOMEN’S ACTION SOCIETY
All Women’s Action Society Brand Guideline 2023 Introducing All Women’s Action Society (AWAM). With a long history of service dedicated towards fighting for gender equality in Malaysia. This is a guide for the use of key elements in this brand. Containing the key usage of the elements of the brand. Use this guide to help inspire you in creating clear, consistent and simple visuals for the brand.
ABOUT awam LOGO COlour typography Application Background Vision, Mission & Value Our Services Logo Rationale Brand Colour Logo Colour Usage Primary Typeface Secondary Typeface Typography Hierachy Logo lockup Black & White Logo Logo Scalability Clearspace Stationary Set Notebook Planner Book Keychain Tote Bag Posters Mini notepad Pamphlet Stickers Social Media Post 01 04 02 05 03 Brand Personality Target Audience Incorrect Logo Usage All Women’s Action Society Brand Guideline 2023 Button Badge CONTENTS
01 All Women’s Action Society Brand Guideline 2023 ABOUT AWAM
The All Women Action Society, or AWAM for short, is a feminist non-profit organization that fights for gender equality in Malaysia. The organization was co-founded by Madam Betty Yeoh Siew Ping in 1988. This oraganization was found by women finding their voices when they found out gender based abuse was not addressed properly by the authorities. All Women’s Action Society Brand Guideline 2023 Background
Vision Mission Core Value • Securing women’s rights and bringing about gender equality • Building capacities for women’s empowerment and social transformation • Supporting women in crisis AWAM envisions a just, democratic and equitable society where all persons, women especially, are treated with respect, and are free from all forms of violence and discrimination. • Collectivism • Compassion and Respect • Courage • Equality and Justice • Integrity All Women’s Action Society Brand Guideline 2023 Vision, Mission & Core Value
• One Stop Crisis Centre • Legal Aid • Telenita Helpline • Free Mental Health Service in Malaysia • Other Affordable mental Health Services in Malaysia All Women’s Action Society Brand Guideline 2023 Our Services
Brand Personality Brand Archetype • Sincerity • Brand Personality that shows kindness, thoughtfulness and an orientation towards family values • The CAREGIVER • Goal is to care & protect others • Their market function is to help people care for themselves, serve the public through health care, education or aid programs All Women’s Action Society Brand Guideline 2023 Brand Personality
• Gender: Female • Age: Any • Social Class: Any • Religion: Any Demongraphics Psychographics Behavioral • Lifestyle: Abused • Attitude: Sad, Depressed, Terrified • Benefit: Victims rescued from abusive relationships • Benefit: Stop Gender Abuse • Outcome: Receive Pofessional Help • Continent: Asia • Country: Malaysia • Country-Religion: Multi-racial • City: Selangor • Culture: Multicultural Geographical All Women’s Action Society Brand Guideline 2023 Target Audience
02 LOGO All Women’s Action Society Brand Guideline 2023
• Drawing: Hand Support/Aid/Taking Care To symbolism the help and support AWAM gives to the people who contacted them. • Drawing: FLower Magnolia Flower To symbolize the victims of gender-based violence • Typography: Made Tommy • Typography: Bebas • Vector: Circle Highlight between the hand and the stem of the flower. Represents AWAM’s service is support. All Women’s Action Society Brand Guideline 2023 Magnolia Flower Hand Holding Highlight Logo Rationale AWAM ALL WOMEN’S ACTION SOCIETY
AWAM ALL WOMEN’S ACTION SOCIETY Primary Lockup Original Logo Design. This logo design should be the default logo apply in majority items. Secondary Lockup A horizontal logo lockup used when there is limited verticle space or limited space for the logo application. 1 2 3 All Women’s Action Society Brand Guideline 2023 Logo Lockup
AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY A black and white version of the logo, only to be used in printing situations where colour is not appliable. All Women’s Action Society Brand Guideline 2023 Logo Black and White
AWAM ALL WOMEN’S ACTION SOCIETY x x x x x x x x x x Clearspace of logo is the size of equal of “x“. “x“ is the height of “A“ from the initials of AWAM in the logo. Place the “x“ around the logo to create a safe space between the logo and potential design itmes. Other visual elements are allowed to be applied on the designated clearspace surrounding the logo. All Women’s Action Society Brand Guideline 2023 Logo Clearspace
100% 75% 50% 25% 65.613mm x 6.35mm 49.21mm x 4.59mm 32.807mm x 3.175mm 16.403mm x 1.411mm All Women’s Action Society Brand Guideline 2023 Logo Scalability AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY
Do not alter logo shape or size Do not add outline to logo Do not invert logo Do not change logo colour Do not apply on none corporate colour or white background Do not rotate logo AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY ALL WOMEN’S ACTION SOCIETY AWAM AWAM ALL WOMEN’S ACTION SOCIETY ALL WOMEN’S ACTION SOCIETY AWAM All Women’s Action Society Brand Guideline 2023 Incorrect Logo Usage
Do not apply any effect to logo Do not reorder logo colour Do not cut or crop logo Do not change logo lockup Do not reorder logo typeface Do not change logo typeface AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY all women’s action society AWAM AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Incorrect Logo Usage
03 Colour All Women’s Action Society Brand Guideline 2023
Our brand revolves around blueish purple as brand colour. Blue’s psychology stands for calm, reliability and security, while purple gives a sense of feminist, power and spirituality. By combing both colours into blueish purple, it represents our reliable feminist brand that provides security. All Women’s Action Society Brand Guideline 2023 Brand Colour
Gunmetal CMYK: 79/80/47/50 RGB 48/41/64 HEX: 302940 Wild Blue Yonder CMYK: 35/30/8/0 RGB 166/168/199 HEX: A6A9C8 Independance CMYK: 74/74/32/15 RGB 84/77/115 HEX: 554D74 Rhythm CMYK: 60/61/7/0 RGB 120/110/168 HEX: 796EA8 All Women’s Action Society Brand Guideline 2023
20% 60% 10% 10% The primary colour of our brand is blueish purple, the colour “Independace” is used most of the time. While the “Gunmetal” is used to provide contrast with 20% of usage. The other two colours, “Rhythm” and “Wild Blue Yonder” are 10% of the time each for appeal and contrast. Gunmetal Independance Rhythm Wild Blue Yonder All Women’s Action Society Brand Guideline 2023 Brand Colour Percentage
04 Typography All Women’s Action Society Brand Guideline 2023
Aa AaBbCcDdEeFfGg HhIiJjKkLlMmNnOo PpQqRrSsTtUuPp WwXxYyZz Made Tommy Soft 1234567890 All Women’s Action Society Brand Guideline 2023 The primary typeface is to be used in Headlines and subtitle in design items (posters, pamphlet, etc). Primary Typeface
ABCDEf ghiJKl MNOP QRSTUP WXYZ 1234567890 Aa Bebas All Women’s Action Society Brand Guideline 2023 The secondary typeface is to be used in subtopics in design items (Social media post, pamphelt content, etc). Secondary Typeface
AWAM ALL WOMEN’S ACTION SOCIETY Co-founder, Vice-president Betty Yeoh awam@awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Primary typography secondary typography Tertiary Typography Made Tommy Soft: Headlines, Titles Bebas: Subtitles Arial: Bodycopy, Details Typography Hierachy
05 Application All Women’s Action Society Brand Guideline 2023
awam.org.my AWAM ALL WOMEN’S ACTION SOCIETY Co-founder, Vice-president Betty Yeoh awam@awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY awam@awam.org.my awam.org.my No. 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY awam.org.my All Women’s Action Society Brand Guideline 2023 Stationary Set
All Women’s Action Society Brand Guideline 2023 Letterhead
A4 Size (w)210mm x (h)297mm Details Type: Arial Regular, Size: 11pt Logo Size: (w)95mm X(h)116mm 297mm 210mm awam@awam.org.my awam.org.my No. 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Letterhead
All Women’s Action Society Brand Guideline 2023 Co-founder, Vice-president Betty Yeoh awam@awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 ALL WOMEN’S ACTION SOCIETY AWAM Co-founder, Vice-president Betty Yeoh awam@awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 ALL WOMEN’S ACTION SOCIETY AWAM Business Card
Co-founder, Vice-president Betty Yeoh awam@awam.org.my awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY Co-founder, Vice-president Betty Yeoh awam@awam.org.my awam.org.my 85, Jalan 21/1, Taman Paramount, 46300 Petaling Jaya, Selangor Malaysia 016-237 4221 / 016-228 4221 AWAM ALL WOMEN’S ACTION SOCIETY Size: (w)50.8mm x (h)88.9mm Name Type Nevis Bold, Size: 14pt Details Type: Arial Regular, Size: 6pt Logo Size: (w)15mm X(h)19mm 88.9mm 50.8mm All Women’s Action Society Brand Guideline 2023 Business Card
All Women’s Action Society Brand Guideline 2023 Envelope
Envelope Size (w)220mm x (h)110mm Wing Fold Size: (w)20mm x(h)109mm Bottom Fold Size: (h)99.47mm Top Fold Size: (h)49.06mm Details Type: Arial Regular, Size: 8pt Logo Size: (w)17.28mm X(h)22.89mm 220mm 110 109mm mm 20mm 99.47mm 49.06mm All Women’s Action Society Brand Guideline 2023 Envelope
All Women’s Action Society Brand Guideline 2023 Notebook
rise up ladies 210mm 148mm A5 Size (w)148 x (h)210mm Title: Creamy Regular Size: 138pt Logo Size: (w)12mm x15(h)mm All Women’s Action Society Brand Guideline 2023 Notebook
All Women’s Action Society Brand Guideline 2023 Planner Book
A5 Size (w)148 x (h)210mm Title: Creamy Regular Size: 138pt Logo Size: (w)12mm x15(h)mm 210mm 148mm PLANNER 2024 016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Planner Book
All Women’s Action Society Brand Guideline 2023 Mr Wolf Where is ma and pa? No more child sexual harassment Sexual harassment is not a joke awam.org.my Organized by: In Collaboration with: For More Information: Girls are Not the only ones Sexual harassment can happen to anyone awam.org.my Organized by: In Collaboration with: For More Information: shh... Tolonglah If you witness sexual harassment call the authorities immediately awam.org.my Organized by: In Collaboration with: For More Information: All Women’s Action Society Brand Guideline 2023 Poster
All Women’s Action Society Brand Guideline 2023 Poster Girls are Not the only ones Sexual harassment can happen to anyone awam.org.my Organized by: In Collaboration with: For More Information: AWAM ALL WOMEN’S ACTION SOCIETY 297mm 210mm A2 Size (w)420mm x (h)594mm Headline: hunting Dwelling, Size: 118pt Bodycopy: Arial, Size 50
FEMINIST EMPOWERING ALL THROUGH GENDER EQUALITY 016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Tote Bag
All Women’s Action Society Brand Guideline 2023 Tote Bag FEMINIST EMPOWERING ALL THROUGH GENDER EQUALITY 016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my AWAM ALL WOMEN’S ACTION SOCIETY Bag Size (w)340mm x (h)420mm Tagline: Insaniburger, Size: 29pt Logo Size: (w)7.5mm x(h)10mm
All Women’s Action Society Brand Guideline 2023 Pamphlet
Size: (w)279.4mm x(h)219.5mm Headline: Made Soulmaze Size: 35pt Bodycopy: Arial Narrow Size: 11pt NO! Say “No” To violence What to do if I am at work? SEXUALLY HARASSED 1. Tell off the harasser Clearly and firmly tell that you object his behaviour and you do not like it. Set your boundaries. 2. Record each incident in writing Describe it in full detail, including date, time, place, witnesses, and evidence if there are any. These are important for taking action later. 3. Get Emotional Support Talk to sympathetic friends or collegue. Alternatively, reach out to a women’s organization to explore your options. 4. Make a formal complaint If your company has procedures for resolving sexual harassment cases, use the right channels. If not, approach your manager. If your manager is the harraser, approach their superior. If there’s no one you feel safe talking to, or your complaint is ignored, reach out to a women’s organization. You can also make a police report, or seek help from the Ministry of Human Resources. AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Pamphlet
A4 Size (w)210mm x (h)297mm Sticker Size: 30mm x 30mm Stickers GIRL POWER SHE-BOSS GIRL POWER GIRL POWER SHE-BOSS GIRL POWER GIRL POWER SHE-BOSS All Women’s Action Society Brand Guideline 2023 Stickers
NEVER TAKE LOVE FOR ADVANTAGE Cat Out of Service CatCalling The act of shouting harassing and often sexually suggestive, threatening, or derisive comments at someone publicly Keychain Size (w)35mm x (h)52mm Design Size: (w)45mm x (h)27mm All Women’s Action Society Brand Guideline 2023 Keychain
All Women’s Action Society Brand Guideline 2023 Mini Notepad
016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my No more Cat-calling AWAM ALL WOMEN’S ACTION SOCIETY 016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my No more Cat-calling AWAM ALL WOMEN’S ACTION SOCIETY 016-237 4221 / 016-228 4221 awam@awam.org.my awam.org.my No more Cat-calling AWAM ALL WOMEN’S ACTION SOCIETY A6 Size (w)105 x (h)148mm Title: Heart Warming Size: 28pt Logo Size: (w)8mm x9.5(h)mm All Women’s Action Society Brand Guideline 2023 Mini Notepad
AWAM ALL WOMEN’S ACTION SOCIETY Strong women don’t have ‘attitudes’, we have standards. A girl should be two things: who an wd hst ah e wan st . Equality implies individuality All Women’s Action Society Brand Guideline 2023 Button Badge
All Women’s Action Society Brand Guideline 2023 Badge size: 58mm badge Radius: 29mm 58mm Button Badge
Sexual Harassment Can Happen to Anyone Sexual Harassment Can Happen to Anyone SEXUAL HARASSMENT AT WORK 1. Tell off the harasser 2. Record each incident in writing 3. Get emotional support 4. Make formal complaint 016-237 4221 / 016-228 4221 Telenita Helpline WHAT TO DO? 10 mins awammalaysia No More Online Sexual Abuse AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY 04:28 4G Your Story Send to Close Friends 04:28 4G Send message awammalaysia awammalaysia 5h 04:28 4G awammalaysia AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY AWAM ALL WOMEN’S ACTION SOCIETY All Women’s Action Society Brand Guideline 2023 Social Media Post Instagram Story Instagram Post Facebook Post