HKU Business School

Official Websites

• https://www.hkubs.hku.hk
• https://mba.hkubs.hku.hk
• https://msc.hkubs.hku.hk
• https://hkubsaa.hkubs.hku.hk
• http://www.hku.hk
• https://www.fbe.hku.hk

Brand Guidelines

2024

Brand Summary

Mission

• HKU Business School strives to nurture first-class business leaders and foster academic and relevant research to serve the needs of Hong Kong, China, and the rest of the world in the new Asia-led economy. The School aims to be a leading, globally-impactful academic institution of business and economics, engaging leading scholars and instilling global knowledge with an Asian perspective in students [^1].

Core Values

• international
• community
• inspire
• empower
• lead
• positive
• collaboration
• diverse
• recognition
• responsible
• frontier
• synergy
• dynamic
• entrepreneurial spirit
• engaging
• flourishing
• strength
• energy
• business leader

Target Audience

• Top students from Hong Kong and beyond, including the highest proportion of non-local undergraduate students amongst all Faculties at HKU, as well as business communities and alumni in various cities and regions [^2].

Personality Traits

• dynamic
• international
• energetic
• professional
• visionary
• modern-classic
• responsible
• engaging
• entrepreneurial

Visual Identity Overview

• The visual identity emphasizes clarity, professionalism, and institutional pride, with a color scheme primarily comprising blue, gold, white, and red. The logo features a heraldic shield with a golden lion, an open book with Chinese characters, and a Latin motto. The design balances classical heritage with contemporary dynamics, using a grid system and sans-serif typefaces for simplicity and legibility. The visual style is clean, modern, and formal, suitable for academic and corporate contexts [^3].

Categories

Brand Voice

• Inspire • Empower • Lead

Brand Imagery

• The Standard Signature is the preferred signature format and should be used whenever space allows.
• Minimum Size 最少尺寸: for print 10mm for online 80px 180px
• For general use in all documents, stationery, as well as online and offline promotion materials.
• For items with specific logo size limitation such as souvenirs or backdrop.
• Minimum Size 最少尺寸: for print 10mm for online 60px 244px

Color Palette

• Logo CMYK Red - Warm Red U 2X Green - 346 U Blue - 2925 U Yellow - Yellow U Brown - Black 5U Black - Process Black U Logotype Pantone 2945C C100 M70 Y0 K5 R0 G86 B162 # 0056a2
• The colours specified in the colour palettes must not be altered

Typography

• Primary Typeface Noto Sans-Light 思源線黑體字款 Noto Sans-Regular 思源黑體字款 Noto Sans-Bold 思源粗黑體字款 Noto Sans-XBold 思源大黑體字款 Noto Sans-Black 思源超黑體字款
• Secondary Typeface Noto Serif-Light 思源線宋體字款 Noto Serif-Regular 思源宋體字款 Noto Serif-Bold 思源粗宋體字款 Noto Serif-XBold 思源大宋體字款 Noto Serif-XBold 思源超宋體字款
• Primary Typeface (English) # Montserrat ## Montserrat - Light ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## Montserrat - Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## Montserrat - Medium ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## Montserrat - Bold ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## Montserrat - ExtraBold ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• Montserrat - Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Montserrat - Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Montserrat - Medium Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Montserrat - Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 Montserrat - ExtraBold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• Secondary Typeface (English) # EB Garamond ## EB Garamond - Regular ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## EB Garamond - Medium ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## EB Garamond - Bold ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ## EB Garamond - ExtraBold ## abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• EB Garamond - Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 EB Garamond - Medium Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 EB Garamond - Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 EB Garamond - ExtraBold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• Programme Signature: Montserrat Regular Size: 17pt Leading: 20.4pt Tracking: -25 Black: 100% Noto Sans Regular Size: 17pt Leading: 20.4pt Tracking: -25 Black: 100% Noto Sans Regular Size: 17pt Leading: 20.4pt Tracking: -25 Black: 100% Montserrat Regular Size: 25.5pt Leading: 25pt Tracking: -25 Black: 100%
• Research Centres & Institutes Signature: Montserrat Bold Montserrat Regular Black: 100% Size 18pt Size: 12pt Leading: 20.4pt Leading 15pt Tracking -25 Tracking: -25 100c 70m 5k Black: 100% Noto Sans Regular Size: 15pt Leading: 20.4pt Tracking: -25 Black: 100% Montserrat Bold Montserrat Regular Size:18pt Size: 12pt Leading: 20.4pt Leading: 15pt Tracking: -25 Tracking: -25 100c 70m 5k Black: 100% Noto Sans Regular Size: 15pt Leading: 20.4pt Tracking: -25 Black: 100%
• The typeface specially designed for the signature’s components must not be altered

Logo Usage

• The Standard Signature is the preferred signature format and should be used whenever space allows.
• Minimum Size 最少尺寸: for print 10mm for online 80px 180px
• For general use in all documents, stationery, as well as online and offline promotion materials.
• For items with specific logo size limitation such as souvenirs or backdrop.
• Minimum Size 最少尺寸: for print 10mm for online 60px 244px
• The colours specified in the colour palettes must not be altered
• The placement angle of the signature must not be altered
• The signature must be used on a clear blackground
• No decorating boarders must be added to the signature’s components
• The specialised arrangements of the logotype’s Chinese and English components must not be altered
• The typeface specially designed for the signature’s components must not be altered

Tone And Messaging

• Inspire • Empower • Lead
• COMMUNITY, INTERNATIONAL, POSITIVE, COLLABORATION, BUSINESS LEADER, STRENGTH, DIVERSE CULTURE, RECOGNITION, RESPONSIBLE, FRONTIER, SYNERGY, DYNAMIC, ENTREPRENEURIAL SPIRIT, ENGAGING, FLOURISHING, ENERGY

Brand Values

• Inspire • Empower • Lead
• INTERNATIONAL COMMUNITY Inspire Empower Lead positive collaboration diverse culture recognition responsible frontier synergy dynamic entrepreneurial spirit engaging positive flourishing energy business leader responsible strength synergy

Visual Style

• The Standard Signature is the preferred signature format and should be used whenever space allows.
• Minimum Size 最少尺寸: for print 10mm for online 80px 180px
• For general use in all documents, stationery, as well as online and offline promotion materials.
• For items with specific logo size limitation such as souvenirs or backdrop.
• Minimum Size 最少尺寸: for print 10mm for online 60px 244px

Additional Properties