Duke Kunshan University

Official Websites

• https://dukekunshan.edu.cn
• https://dukekunshan.edu.cn/zh
• https://dku.edu.cn
• https://dku.edu.cn/zh

Brand Guidelines

2014

Brand Summary

Mission

• Duke Kunshan University aims to be an open integration platform for the community, fostering outstanding talents and committing to the harmony of people and nature. The brand is positioned as a unique, ownable identity reflecting the trinity cooperation of Duke University, Wuhan University, and the city government of Kunshan, and is dedicated to passing on knowledge and inspiring creation [^1].

Core Values

• integration
• cooperation
• progress
• harmony with nature
• knowledge
• creation
• community contribution

Target Audience

• Prospective students, academic professionals, and the broader community seeking a modern, international, and collaborative educational environment [^2].

Personality Traits

• young
• futuristic
• inherited
• excellent
• pioneering
• innovative
• elite
• trusted

Visual Identity Overview

• The visual identity is defined by a geometric, three-dimensional triangle logo symbolizing growth, stability, and cooperation, with a color palette of blue, green, and white. The brand uses InterstatePlus for English and Hiragino Sans GB for Chinese typography, vivid imagery to express brand personality, and a supergraphic derived from the logo’s triangle, integrating Chinese landscape painting for a modern yet culturally rooted visual style [^3].

Categories

Brand Imagery

• Vivid pictures can show the brand personality of Duke Kunshan University.
• The photographic style of Duke KunShan University is young, futuristic, inherited, excellent, pioneering, innovative, elite, and trusted. The theme should be clear, easy to understand, be able to accurately express the brand attributes, and also have rich visual association.
• These are principles to follow when selecting or shooting pictures for Duke KunShan University: 1. Pictures are not only for decoration in the layout, but to clearly and accurately deliver the brand message to the audience. 2. Pictures shoot in the studio should be as real and natural as possible, and not artificial. 3. The style should be direct, specific, and highlight the brand attributes of Duke KunShan University. Try to avoid abstract and vague forms. 4. Crop pictures appropriately and choose the right angle to emphasize the subject, form the main focus, and strengthen the visual impact. 5. Image requirements (when picture and print ratio is 1: 1): Website, PPT and other multimedia mediums: 72 dpi Newspaper: 150 dpi
• Printing medium: 300 dpi, no less than 150 dpi
• Improper application of pictures will weaken the brand visual expression of Duke KunShan University, and harm the consistency of visual communication.
• Avoid to use excessively ambiguous and abstract pictures. Do not let the audience to guess the meaning of the picture.
• Avoid artificial scenes.
• Avoid unreaI scenes.
• Avoid using pictures with unclear content or message.
• Avoid using pictures with excessively artistic treatmen.
• Avoid using twisted or deformed pictures.

Color Palette

• The color used in the logo inherits blue from Duke University, green from Wuhan University and the green from Kun Jade, which implies that the Duke Kunshan University is an open integration platform for the community to make contributions and foster more outstanding talents.
• Our brand logo colors are specific colors for DKU. It forms a modern and outstanding visuaI effect.
• Other colors can’t be used for the gradient, except for the color regulated on this page. Only the logo artwork in this manual of guidelines can be used, to ensure consistent color and look of the logo.
• Standard colored version (CMYK or Pantone) should be used primarily. It can be used on all communication materials, including printing, TV, digital medium, etc.
• Brand color of Duke Kunshan University is blue, white and green.
• Duke Kunshan University’s brand colors are blue, green and white. They can be widely used in various communication systems, including stationery, printing, advertising, multimedia, office environment, collateral materials etc. Duke Kunshan University’s brand color on all application materials must be complied with, and conform to the color standard provided in the manual.
• Pantone 288C/U: C100 M75 Y6 K24, R0 G51 B153, WEB#003399
• Pantone 349C/U: C100 M45 Y100 K0, R0 G102 B51, WEB#006633
• Pantone white: C0 M0 Y0 K0, R255 G255 B255, WEB#ffffff
• Secondary color is used to support and create a greater visual effect for the brand. Secondary colors shown on this page are to supplement and extend the brand colors, so that the application of the visual system can be more flexible.
• Applications: used in a variety of circumstances, including festivals, interior decoration and other places.
• Brand color provides strong visual association with the brand on many applications.
• Duke Kunshan University’s brand color on all application materials must be complied with, and conform to the color standard provided in the manual.
• Only brand blue and green should be used in Supergraphic. When horizontally used, brand blue on the bottom, brand green on the top, and can’t be the reversed way. Two rows of triangles with same brand blue or brand green color can be used according to specific requirement.
• When vertically used, brand blue on the left, brand green on the right, and can’t be the reversed way.
• Supergraphic Pattern color using the brand colors of blue, green is after adjustments to come, so more conducive identifiable auxiliary color pattern throughout the Supergraphic Patternis specially designed to be replicated by digital template finalized, can not be changed.
• The color of patch should be comply with the color of Supergraphic Pattern. Do not use other colors.
• Do not place patch with any other color than brand blue or brand green on the Supergraphic Pattern.

Typography

• The Typeface used in the Brand Application System is InterstatePlus for English and Hiragino Sans GB for Chinese.
• Chinese Brand Typeface is Hiragino Sans GB. English Brand Typeface is InterstatePlus.
• InterstatePlus Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• InterstatePlus Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• InterstatePlus Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Hiragino Sans GB (Aiaj(k+yr
• Hiragino Sans Gb-W3 ajik□-W3
• Hiragino Sans Gb-W6 tAiajr=xc-W6
• System Font is mainly used in internal communication, in all types of office communication when Brand Typeface can’t be used. The font recommended on this page should be used to achieve consistency. Chinese System Font is Microsoft Yahei. English System Font is Calibri.
• Calibri Calibri Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Calibri Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ a bcdefgh ij kl m nopq rstuvwxyz 1234567890 Microsoft Yahei {iXJE
• Microsoft Yahei-Regular {iXY#-
• Microsoft Yahei-Blod {iX3E2-HE

Logo Usage

• There is a fixed relationship for the components of our logo, always use the master logo artwork files and do not alter or distort the logo in any way. It must appear on clear background with suitable color, to ensure clear readability.
• The logo of Duke KunShan University is a balanced unity. The shape, structure and ration can’t be changed. Consistent usage of logo makes the brand easier to identify, and can achieve the consistency of brand image. The illustration on the right shows the correct ration of the logo.
• To ensure clear and effective communication of the brand, a minimum clear space must be kepi around the logo. In the area, any text. icon or other elements cannot appear.
• In the illustration on the right, take the height of logo as “100X”, the length and height of clear space for the horizontal logo combination is “5OX”, and the length and height of clear space for the vertical logo combination is “40X”. When the size of the logo combination changes, the area’s size has to be changed accordingly.
• The application of brand logo should never be smaller than the sizes regulated on this page. It will be difficult to recognize when smaller sizes are used. Under specific printing conditions, like newspaper, bronzing printing and silk printing, larger size should be used.
• Our brand logo colors are specific colors for DKU. It forms a modern and outstanding visuaI effect.
• Other colors can’t be used for the gradient, except for the color regulated on this page. Only the logo artwork in this manual of guidelines can be used, to ensure consistent color and look of the logo.
• Standard colored version (CMYK or Pantone) should be used primarily. It can be used on all communication materials, including printing, TV, digital medium, etc.
• Try to use the standard colored logo on white background. When used on grey or colored background, the lightness of background color should be strictly controlled, to ensure the visibility of brand logo.
• The standard colored logo is allowed to appear on 0%K-20%K background. The examples in the grid are correct usage, while the crossed are incorrect usage.
• Revers-colored logo should be used on the blue or green color in the logo, or dark grey, black background. When used on grey or colored background, the lightness of background color should be strictly controlled, to ensure the visibility of brand logo. A palette of reverse-colored logo on different grey background is offered on this page for reference. The reverse-colored logo is allowed to appear on 60%K-100%K background. The examples in the grid are correct usage, while the crossed are incorrect usage.
• When the reverse-colored logo is used on the dark blue or dark green background, the green gradient color in the logo can be kept, while other parts in the icon and Wordmark are reversed in white color.
• The reverse-colored logo is not recommended for use in the main communication medium, but can be used in the fax, gifts and the like.
• When Duke KunShan University logo is placed on the picture background, make sure there is enough color contrast. so as to avoid the ambiguity of brand logo. The background shouldn’t be messy or have other logos in it, nor should the color too close to Duke KunShan University’s logo.
• Logo can’t be changed in any way. The proportion and position of each element can’t be changed.
• Logo can’t be changed to other colors different from the specifications in this manual of guidelines.
• Logo can’t be skewed, stretched, or changed to any other shape.
• Do not put any shade or outline on any part of the logo.
• Logo can’t be applied on obscure, contrasted or unclear color background. Logo must be visible on any chosen background.
• Do not put any outline around the logo.

Brand Values

• Interpretation: The new logo of Duke Kunshan University is visualized in the form of a whole triangle, symbolizing the trinity of Duke University, Wuhan University and the city government of Kunshan, and establishes an ownable, unique visual identity of Duke Kunshan University that reflects the brand’s new positioning.
• The new brand logo is composed of three superimposed patterns and shows a three-dimensional formation. Extending from the arc of inner center, unfolds two sectors, which resemble the shape of an open book, symbolizing the endeavor of Duke Kunshan University, to pass on knowledge and inspire creation. The while flame in the inner center symbolizes the hidden treasure of knowledge in the book to be discovered. In the middle rises a green gradient diamond mountain, which symbolizes the spirit of perpetual progress. The combination of all the elements makes up the three-dimensional triangle, which delivers the brand spirit of a trinity cooperation.
• The color used in the logo inherits blue from Duke University, green from Wuhan University and the green from Kun Jade, which implies that the Duke Kunshan University is an open integration platform for the community to make contributions and foster more outstanding talents. And on the whole, the brand logo likes a crest of green mountains, echoes with Chinese philosophy of “the benevolent find joys in mountain”, shows the ideal of Duke Kunshan University: a commitment to the harmony of people and nature.

Visual Style

• Brand logo is the visual expression of brand essence.
• The new logo of Duke Kunshan University is visualized in the form of a whole triangle, symbolizing the trinity of Duke University, Wuhan University and the city government of Kunshan, and establishes an ownable, unique visual identity of Duke Kunshan University that reflects the brand’s new positioning.
• The new brand logo consists of three parts, namely, the brand icon, brand Chinese name and brand English name.
• The new brand logo is composed of three superimposed patterns and shows a three-dimensional formation. Extending from the arc of inner center, unfolds two sectors, which resemble the shape of an open book, symbolizing the endeavor of Duke Kunshan University, to pass on knowledge and inspire creation. The while flame in the inner center symbolizes the hidden treasure of knowledge in the book to be discovered. In the middle rises a green gradient diamond mountain, which symbolizes the spirit of perpetual progress. The combination of all the elements makes up the three-dimensional triangle, which delivers the brand spirit of a trinity cooperation.
• The color used in the logo inherits blue from Duke University, green from Wuhan University and the green from Kun Jade, which implies that the Duke Kunshan University is an open integration platform for the community to make contributions and foster more outstanding talents. And on the whole, the brand logo likes a crest of green mountains, echoes with Chinese philosophy of “the benevolent find joys in mountain”, shows the ideal of Duke Kunshan University: a commitment to the harmony of people and nature.
• Logo Combination of Chinese and English Name consists of icon, Chinese Wordmark" IlI#LEk" and English Wordmark “Duke KunShan University”. In this manual of guidelines. we call it “Logo Combination of Chinese and English Name”.
• Logo Combination of English Name consists of icon and English Wordmark “Duke KunShan University”. In this manual of guidelines, we call it “Logo Combination of English Name”
• There is a fixed relationship for the components of our logo, always use the master logo artwork files and do not alter or distort the logo in any way. It must appear on clear background with suitable color, to ensure clear readability.

Layout And Composition

• There is a fixed relationship for the components of our logo, always use the master logo artwork files and do not alter or distort the logo in any way. It must appear on clear background with suitable color, to ensure clear readability.
• The logo of Duke KunShan University is a balanced unity. The shape, structure and ration can’t be changed. Consistent usage of logo makes the brand easier to identify, and can achieve the consistency of brand image. The illustration on the right shows the correct ration of the logo.
• To ensure clear and effective communication of the brand, a minimum clear space must be kepi around the logo. In the area, any text. icon or other elements cannot appear.
• In the illustration on the right, take the height of logo as “100X”, the length and height of clear space for the horizontal logo combination is “5OX”, and the length and height of clear space for the vertical logo combination is “40X”. When the size of the logo combination changes, the area’s size has to be changed accordingly.
• The application of brand logo should never be smaller than the sizes regulated on this page. It will be difficult to recognize when smaller sizes are used. Under specific printing conditions, like newspaper, bronzing printing and silk printing, larger size should be used.
• Logo can’t be changed in any way. The proportion and position of each element can’t be changed.
• Logo can’t be changed to other colors different from the specifications in this manual of guidelines.
• Logo can’t be skewed, stretched, or changed to any other shape.
• Do not put any shade or outline on any part of the logo.
• Logo can’t be applied on obscure, contrasted or unclear color background. Logo must be visible on any chosen background.
• Do not put any outline around the logo.

Supergraphic

• The supergraphic of Duke Kunshan University is a geometric refined form developed by taking the basic triangle from the logo and integrating the essence of Chinese landscape painting. The permutation and combination of this geometric form is brand’s modern Supergraphic with Chinese cultural heritage.
• Supergraphic is specially designed and must be replicated from the digital final artwork without changing the form.
• The Supergraphic is composed of two rows of triangle-formed permutations. A single row can be used under special circumstances. It can be used alone or with pictures in the design layout. It’s usually applied on brand communication materials, including printing ads, outdoor advertising, magazine advertising, poster, brand brochures, conference backdrops, presentations, handbag and so on.
• The Supergraphic Pattern is composed of rows of Supergraphic , and is the extension of the Supergraphic. It’s typically used as background, can be used alone or with the Supergraphic.
• Note: 1. the green isn’t the same in Supergraphic and Supergraphic Pattern and should not be mixed.
• 2. The Supergraphic and Supergraphic Pattern can be only rotated 90 degrees clockwise when they need to be used vertically or rotated, and can’t be rotated freely or symmetrically.
• Unlimited extension or contraction can be made to the left and right end as needed.
• The minimum size can’t be less than the minimum size indicated on this page. Any size smaller, it will be difficult to identify. Under some specific printing conditions, such as newsprint, bronzing printing and screen printing, the size should be relatively larger.
• When displayed on screen, the minimum size can’t be less than the minimum size indicated on this page in order to achieve visibility.
• It should be cut to the center of the triangle by both ends when the Supergraphic is cropped.
• In order to meet special layout design situation, the left end of Supergraphic should be cropped to the triangle center when used horizontally and the top end should be cropped to the triangel center when used vertically.
• Only brand blue and green should be used in Supergraphic.
• When horizontally used, brand blue on the bottom, brand green on the top, and can’t be the reversed way.
• Two rows of triangles with same brand blue or brand green color can be used according to specific requirement.
• When vertically used, brand blue on the left, brand green on the right, and can’t be the reversed way.
• When Supergraphic is used on pictures, its color should be set to white, with 60% transparency.
• Incorrect Usage: Supergraphic can not be used in any color other than white.
• Incorrect Usage: Supergraphic can not be used horizontally.
• Incorrect Usage: Supergraphic can not be used with other set of transparency than 60%.
• When set the ratio relationship and position of Supergraphic in a vertical layout, the width of the layout should be divided into 16 equal parts, and every part is marked as an X.
• The width of the Supergraphic is 2X and can be horizontally aligned with the layout or kept a space X to the margin. The length can be leveled with the layout.
• The maximum width of the Supergraphic is 3X, and the minimum width is 2X. It can be horizontally aligned with the layout or kept a space X to the margin, and the length can be leveled with the layout.
• The maximum width of the Supergraphic is 2X, and the minimum width is X (one row of triangle). The position of the Supergraphic can be flexible but with the same width with the layout.
• When set the ratio relationship and position of Supergraphic in a Horizontal layout, the height of the layout should be divided into 16 equal parts, and every part is marked as an X.
• The maximum width of the Supergraphic is 3X, and the minimum width is 2X (the height of the Supergraphic can be leveled with the layout). It can be horizontally aligned with the layout or kept a space X to the margin. The height can be leveled with the layout. It’s the recommended form.
• The maximum width of the Supergraphic is 3X, and the minimum width is X (one row of triangle). The position of the Supergraphic can be flexible but with the same length with the layout.
• The correct usage of Supergraphic is essential to communicate right brand image. On this page shows the incorrect usage.
• The internal element of Supergraphic should not be zoomed in or out.
• The Supergraphic can not be deformed in any way.
• There can not be a third form except the horizontal or vertical usage.
• The position must comply with the relevant specifications.
• There should not be any outline or shadow treatment.
• It can not be made symmetrial.
• In horizontal layout, the Supergraphic can not be used partially.
• The usage of Supergraphic on picture should comply with the relevant specifications.
• The colors of text, pictures or blocks used should not be close to the color of Supergraphic.

Additional Properties