HKUST香港科技大学

OUR BRAND A BRAND IS WHAT PEOPLE THINK ABOUT US which is the total impressions they have when hearingor seeing our name.The University brand is our mostvaluable intangible asset and defines not only what wedo but also who we are and why we are doing it. CONTENTS 3.2.5Standard University Logo - Traditional Chinesep.663.2.6Abbreviated University Logop.683.2.7University Logotypep.713.2.8Logo Clear Spacep.733.2.9Logo Minimum Sizep.763.3Standard University Typefacep.873.4Standard University Color Palettep.923.5University Logomarkp.973.6The Red Bird Sundial Imagep.1003.7Prohibited Use of University Logo andp.102The Red Bird Sundial Image 1.0BRAND OVERVIEW 1.1Principlep.031.2Our Core Valuesp.041.3Brand Positioningp.051.4Brand Attributesp.081.5Our Studentsp.091.6Brand Equityp.15 2.0THE VOICE 2.1How Do We Communicate?p.182.2Brand Expressionp.222.3Editorial Tipsp.232.4Style Guidep.24 4.0UNIVERSITY AFFILIATED UNITSAND PARTNERSHIP LOGOS 4.1Affiliated Unit’s Logosp.1054.2Partnership Logosp.107 3.0UNIVERSITY LOGO 3.1University Logo - HKUSTp.263.1.1University Namep.273.1.2Standard University Logo - Bilingualp.283.1.3Standard University Logo - Englishp.323.1.4Standard University Logo - Chinesep.353.1.5Abbreviated University Logop.373.1.6University Logotypep.403.1.7Logo Clear Spacep.423.1.8Logo Minimum Sizep.453.2University Logo - HKUST(GZ)p.553.2.1University Namep.563.2.2Standard University Logo - Bilingualp.573.2.3Standard University Logo - Englishp.613.2.4Standard University Logo - Simplified Chinesep.64 5.0VISUAL ELEMENTS 5.1Photography - Style Indicationp.1105.2Photography - Technical Guidelinesp.1125.3Image Usagep.1135.4Image Usage - Not Recommended Stylep.114 6.0COMMUNICATIONS 6.1University Printed Materialsp.1166.2University Souvenirsp.1256.3University Digital Materialsp.1276.4University Videop.138 1.0 BRAND OVERVIEW TheHong Kong University of Science and Technology(HKUST) and The Hong Kong University of Science andTechnology (Guangzhou) (HKUST(GZ)) as a BRAND. Established in 1991, The Hong KongUniversity of Science and Technology(HKUST) is an international research-focuseduniversity located in ClearWater Bay, Hong Kong. Over the years,HKUSThas forged strong ties withglobal thought leaders to find collectivesolutions to emerging complex globalproblems.With the development ofthe Greater Bay Area moving forwardrapidly,HKUST signed a tripartiteagreementwiththeGuangzhouMunicipal Government and GuangzhouUniversityto jointly establish TheHong Kong University of Science andTechnology (Guangzhou) (HKUST(GZ))in the Nansha district of Guangzhou. Thecross-disciplinaryacademic structureof HKUST(GZ), which is designed tocomplementthewell-establisheddisciplinaryfoundation at the ClearWater Bay campus, will bridge diverseknowledge from multiple and disparatefields for discovering novel solutions toglobal problems. HKUST(GZ) embraces the brand vision,positioning, core values, and way ofdoingthings of HKUST,while firmlyadheresto the principle of“UnifiedHKUST, Complementary Campuses”. 1.1 PRINCIPLE A BRAND WE CAN ALL FEEL PROUD OF Everytime we communicate with anybody aboutHKUST and HKUST(GZ), it will help strengthen our brandimpression and exert our influence. If we communicateinconsistently, it will dilute our brand image. The aim of these brand guidelines is to be a tool for usto present HKUST and HKUST(GZ), that reflects our corevalues and builds an emotional connection with theaudience. This brand style guide is intended to be simpleand flexible and yet provide clear guidance about howour brand should appear and communicate. Keepinga consistent look and uniform messagingthroughout our communication will help strengthen thecredibility and overall recognition of the University. 1.2 OUR CORE VALUES · Excellence, Integrity, and Academic Freedom· Global Vision and Local Commitment· Can-do Spirit· Inclusiveness, Diversity, and Respect· 1-HKUST MISSION Toadvance learning and knowledge through teaching andresearch, particularly:·in science, technology, engineering, management andbusiness studies; and·at the postgraduate levelTo assist in the economic and social development of Hong Kong. VISION To be a leading university with significant international impact andstrong local commitment. 1.3 BRAND POSITIONING Positioningis not necessarily about creatingsomething entirely new. It is about reconnectingwho we are as a university and what we offerwith our distinctive value. It guides and shapes ourcommunications. BRAND POSITIONING BRAND PROPOSITION CREATING VALUETHROUGH INNOVATION Meaningful innovation is carried out withpurpose and impact. It creates value for the individuals andorganizations they serve and our society atlarge. This is the HKUST and HKUST(GZ) way ofinnovation. BRAND POSITIONING LEADERSHIP HASA NEW DEFINITION The increasingly complex world requires leaders whohave an amazingly analytical mind, sharp vision andmost importantly conscience and accountability. We are fully aware of and co