HKUST

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Official Websites

Brand Guidelines

2022

Brand Summary

Mission

To advance learning and knowledge through teaching and research, particularly in science, technology, engineering, management and business studies, and at the postgraduate level; to assist in the economic and social development of Hong Kong [^1].

Core Values

Excellence
Integrity
Academic Freedom
Global Vision
Local Commitment
Can-do Spirit
Inclusiveness
Diversity
Respect

Target Audience

Prospective and current students, faculty, staff, alumni, and global partners who value innovation, leadership, diversity, and academic excellence [^2].

Personality Traits

Innovative
Dynamic
Can-do Spirit
Responsible
International

Visual Identity Overview

HKUST’s visual identity is defined by a consistent use of logo, color palette, and typography, with a modern, clean, and professional style. Imagery emphasizes natural lighting, real moments, diversity, and academic engagement. The brand uses a select group of typefaces and a core color palette for all communications, ensuring uniformity across print and digital materials [^3].

Categories

Brand Voice

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings. Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations and discoveries in what we stand for. Communicate with passion, and avoid cliches. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Be CONFIDENT in what we stand for. Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Be INSPIRING and ignite interest in joining our innovation journey. Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations. Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
Be FRIENDLY and show that we care about our world. We are the voice of togetherness and open mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Make use of adjectives and details to bring your story alive.
Use data and statistics to enrich a point, not make the point.
Describe our actions with decisiveness and limit the use of tentative words.
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online.

Brand Imagery

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Color Palette

The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
PANTONE 872 CMYK 40c 50m 100y 0k RGB 153/102/0 Web Color 996600
PANTONE 124 CMYK 20c 40m 100y 0k RGB 204/153/0 Web Color CC9900
PANTONE 295 CMYK 100c 70m 0y 40k RGB 0/51/102 Web Color 003366
PANTONE 877 CMYK 0c 0m 30y 30k RGB 204/204/204 Web Color CCCCCC
These accent colors are designed to work with the primary logo colors. They can be used in bars, panels, tabs, headings, subtitles and graphs.
PANTONE 548 CMYK 100c 65m 50y 0k RGB 0/62/78 Web Color 003e4e
PANTONE 285 CMYK 90c 50m 0y 0k RGB 0/116/188 Web Color 0074be
PANTONE 647 CMYK 90c 65m 20y 0k RGB 43/98/151 Web Color 2b6297
PANTONE 310 CMYK 55c 0m 10y 0k RGB 99/202/225 Web Color 63eae1
PANTONE 109 CMYK 0c 15m 100y 40k RGB 255/212/0 Web Color ffd400
PANTONE 367 CMYK 40c 0m 80y 0k RGB 163/207/98 Web Color a3cf62
PANTONE 339 CMYK 85c 0m 65y 0k RGB 0/176/141 Web Color 00b08d
PANTONE 340 CMYK 100c 10m 85y 0k RGB 0/154/97 Web Color 009a61
PANTONE 185 CMYK 0c 100m 90y 0k RGB 237/27/47 Web Color ed1b2f
PANTONE 216 CMYK 40c 95m 50y 30k RGB 124/35/72 Web Color 7e2348
PANTONE 137 CMYK 0c 40m 100y 0k RGB 250/166/26 Web Color faa61a
PANTONE COOL GRAY 8C CMYK 50c 50m 40y 0k RGB 140/143/144 Web Color 8e8f90
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
SINGLE COLOR ON WHITE BACKGROUND GOLD YELLOW BLUE GRAY BLACK
SINGLE COLOR ON LIGHT BACKGROUND BLUE BLACK
SINGLE COLOR ON DARK BACKGROUND YELLOW WHITE
If the backdrop is used for general corporate messaging, the brand color palette should be used.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette.

Typography

Typography also helps to enhance HKUST’s brand identity and should be used consistently across the University. To help ensure that all of our visual communications are consistent, HKUST uses a select group of preferred typefaces for various type of materials and one default typeface.
The logo typeface is used only for names of Schools, Offices, Units, Departments, Centers, Laboratories, Institutes and other official organizations under HKUST.
ENGLISH: Futura Medium CHINESE: @
Official font type of the HKUST logo
CONTENT TEXT Font type: Muli Muli is a minimalist Sans Serif. It is designed mainly for use a content text font. Muli has been designed to be used freely across the internet by web browsers on desktop computers, laptops and mobile devices.
Official HKUST font type in communcations.
FONT FAMILY: Muli -ExtraLight Muli -ExtraLightltalic Muli -Light Muli -Lightltalic Muli -Regular Muli -Regularltalic Muli -SemiBold Muli -SemiBoldltalic Muli -Bold Muli -Boldltalic
ALTERNATIVE - FOR ONLINE TYPOGRAPHY ENGLISH: Arial CHINESE: 蘋果儷黑體/ 微軟正黑體
Alternative official HKUST font type in communications.
FONT FAMILY: Arial - Regular Arial - Bold Arial - Italic Arial - Bold Italic
你好! 我是蘋果儷黑體 / 微軟正黑體，香港科技大學 - 網站官方中文字體
Follow the official font type guidelines on P.61.
Follow the official font type guidelines on P.61
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt

Logo Usage

The logo should be used in its entirety with no alterations or additional elements added to it.
This logotype should be used whenever possible on all bilingual communications, including printed material, presentations, websites, merchandise items and signage.
The logo is for use only on communications produced by HKUST. It is not for use on communications produced by non-HKUST entities.
There are several versions of the logo with different alignments to meet different design needs.
The minimum clear space area ensures that no other elements infringe upon the HKUST logo, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logo. These rules apply to all versions of the HKUST logos.
To make sure the logo is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol.
PRINTS 15 mm
ONLINE 45 px
This logotype should be used whenever possible on all English communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logotypes, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logotypes.
This logotype should be used whenever possible on all Chinese communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logos, allowing them to be easily seen and to be quickly recognized.
PRINTS 8 mm
ONLINE 40 px
The abbreviations of corporate logo are recommended for situations where using the shorter name is an advantage because of space limitations or to fit different design needs.
This logotype could be used on only bi-lingual communications, including printed materials, presentations, websites, merchandise items and signage.
The logomark is recommended to be used only for internal office communications or online UI with limited space.
The logomark should be used in its entirety with no alterations or additional elements added to it.
The minimum clear space area ensures that no other elements infringe upon the HKUST logomark, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logomark.
To make sure the logomark is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol. When reproducing the HKUST logomark in print, the minimum size of the symbol is 8mm.
For online use, the minimum size is 40 pixels at 72 dpi.
There are a few ways in which our logo should NOT be used.
• condense or expand the logo; • incline the logo; • add elements to the logo; • reproduce the logo on photographic backgrounds; • attempt to re-create the logo; • alter or change the colours of the logo; • alter the proportion or size of any element of the logo; • place the mono version on dark backgrounds; • place the white version on light colour backgrounds; • place the symbol inside any shape between the logotype.
The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

Tone And Messaging

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings 02 Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations Be CONFIDENT and discoveries in what we stand for Communicate with passion, and avoid Write with confidence without being arrogant. cliches. Use stimulating, energetic NOT JUST Choose bold, unambiguous language to describe expressions to exhibit our inventiveness the actions we take to address the biggest problems and creativity for finding the best possible ABOUT WHAT in the world today. Describe our eagerness to solutions to critical global issues. That challenge the status quo and put ideas to the test in passion and enthusiasm only comes the real world. through with active and vibrant language.
Be FRIENDLY and show that Be INSPIRING and ignite interest in joining we care about our world our innovation journey We are the voice of togetherness and open Tell a story in a provocative way to fuel curiosity and mindedness. Use warm, people-oriented imagination about the social impact of our innovations. language that connects with diverse audiences Aim to inspire and motivate our audience to join us in our and engages the reader so that they can relate quest for making life-changing breakthroughs. to our stories.
01: to sound PASSIONATE
ADD SPARKLE AND PASSION WITH DETAILS
Make use of adjectives and details to bring your story alive.
02: to sound INTELLIGENT
TELL A STORY WITH STATISTICS
Use data and statistics to enrich a point, not make the point.
03: to sound CONFIDENT
SAY IT LIKE YOU MEAN IT
Describe our actions with decisiveness and limit the use of tentative words.
04: to sound INSPIRING
ADD IMPACT WITH RHETORICAL DEVICES
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
05: to sound FRIENDLY
USE FIRST PERSON NARRATIVE AND POSITIVE WORDS
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
PASSIONATE: Committed Dedicated Devoted Diligent Driven Energetic Enthusiastic Focused
INTELLIGENT: Accomplished Creative Exceptional Expert Original Outstanding Skillful Talented
CONFIDENT: Certain Forefront Forging Leading Pioneering Pathfinder Proud Trailblazer
INSPIRING: Adventurous Affecting Encouraging Discover Game Changing Imaginative Stimulating Unconventional
FRIENDLY: Approachable Collective Community Hospitable Receptive Sociable Supportive Welcoming
You will come across different contexts that require your judgement in choosing the language and tone that best conveys who we are and create an emotional connection with the reader.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind: University publications, Press releases, Newsletters, Brochures, Websites, Social media content, Correspondence between the University and the public or other external parties.
Contact the paoeditorial@ust.hk if you have any questions.

Brand Values

OUR CORE VALUES · Excellence, Integrity, and Academic Freedom · Global Vision and Local Commitment · Can-do Spirit · Inclusiveness, Diversity, and Respect

Visual Style

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Layout And Composition

An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
The logo should always be placed on the LEFT side, either on top or bottom, portrait or landscape scale.
NO LESS than the height of the logo ( x ) on each side, this applies to all communication materials.
The top & bottom margin of the color bar should cover the logo with clear space on scale.
Information on the color bar should always be on the RIGHT side and align with the top part of the logo.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
For limited space, an informal HKUST logotype is recommended.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
Must adopt the University’s header/ footer templates for all affiliated websites.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
The recommended document size is 16:9.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.

Digital Guidelines

Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
For limited space, an informal HKUST logotype is recommended.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
Our website is one of the most important communication tools for the University as a whole. It connects and interacts with our stakeholders and the public everywhere, every minute of the day. As part of The Hong Kong University of Science and Technology (HKUST), all individual HKUST University websites must be regularly updated and achieve the highest level of aesthetic appeal and they must project a consistent design structure. They should contain user friendly navigation and be intuitive, with a tone of voice that helps to build a cohesive impression of HKUST.
The University has developed a site platform using Drupal with relevant functions and templates for website development. The site platform has incorporated all mandatory functions and features based on these guidelines. This customized site platform must be the ultimate site platform used across the University.
You can still enjoy the freedom of website design layout, graphics and multimedia supported by Publishing Technology Center [PTC] and / or your dedicated agency, with the backend being handled by Information Systems Office (ISO), and hosting being handled by Information Technology Services Center (ITSC).
It is hoped that with the implementation of this set of guidelines, affiliated HKUST University Websites will have a consistent look and feel for building a cohesive brand image of the University.
If you have enquiries related to your School’s/ Office’s/ Unit’s/ Department’s website or brand guidelines, you are welcome to email brand@ust.hk or contact Ms Sherry Yeung, Head of Events Management and Branding, Public Affairs Office [PAO] on 2358-5967 for assistance and clarification.
All individual HKUST affiliated websites must be regularly updated to maintain its freshness.
Must not create false expectations on naming convention of the section, in particular if that section states word like “latest” or “news”.
Must include copyright information to protect your website from plagiarism.
All affiliated websites must be Hyper Text Transfer Protocol Secured (HTTPS) and pass a Security Vulnerabilities scanning and fixing.
User Acceptance Test (UAT) is the final and critical website testing processes before a website to be rolled out to the public. Make sure your new website has passed UAT before launch.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
All HKUST affiliated websites must be mobile responsive.
All affiliated websites must have search functionality.
Must set up website tracking tools such as Google Analytics for better understanding of website performance.
Must install API (or RSS with tags) in the University’s affiliated websites for automated content such as events, press releases, news, according to categorization by the University.
Must pass Google page speed test.
Must pass mobile friendly test.
Must adopt the University’s header/ footer templates for all affiliated websites.
Must include HKUST social icons or social icons from your Schools/Departments/Centers/Offices in the footer.
Must include a link from the website of individual Schools/Departments/Centers/Offices to the privacy statement.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
A consistent email signature is one of the key elements of our brand image. Every email sends out represent the University, please follow the format shown here for your email signatures.
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt
Logotype (hyperlink to official website)
The recommended document size is 16:9.
The PowerPoint system is flexible enough to create different unique impressions.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually.
Video can be a very compelling way to reach audiences, but like any medium you use, it needs to reflect the brand. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette. • ensure the quality of digital video content reflects HKUST’s status as an innovative, research-led university. • ensure delivery specifications conform to the appropriate technical specifications for archiving, distributing, and broadcasting/streaming digital media. • protect HKUST from undue liability and/or legal action that may arise from the production and distribution of digital video.
Keep your video short; we recommend no longer than three minutes. For use in short viral video platform, such as Instagram and Snapchat; we recommend the video should be no longer than one minute.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.
All videos should be in HD format. Video output is to be well lit; avoid any darkness on-screen that creates difficulty seeing the subject.
Any graphics being used must be professional, appropriate and necessary to convey the message.
When using images from stock photo banks, works of art or footage, make sure that all these are checked beforehand to avoid breaching any copyright laws.
If you are using music in your video, either use copyright-free music or make sure that you are complying with all relevant copyright legislation.

Print Guidelines

All stationary production should go through the Purchasing Department.
The HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of the envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61.
The format for envelope is landscape.
Impact PT100, 100gsm by Polytrade Paper
All stationary production should go through Purchasing Department.
HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61
The format for envelope is portrait, standard A4.
Impact PT080, 80gsm by Polytrade Paper
HKUST logo is positioned on the lower left hand size, allowing sufficient space joining with relevant information. Follow the corporate logo usage on P.28.
The format for envelope is landscape. Size is 90mm in width and 50mm in height.
Coronado sst CR682SS, 270gsm by Polytrade Paper (Bright White - Super Smooth).
HKUST logos can be applied on HKUST souvenirs, following the instructions as stated in brand guidelines and depends on the merchandises.
If you need further advice, please email to brand@ust.hk.
To be environmentally friendly, we recommend WOODFREE paper with FSC certification as our main paper stock.
FSC-certified paper is typically composed of virgin tree fibers, but it can be just as eco-friendly as recycled paper. The paper should be a good quality, 100% recycled paper with excellent whiteness which is suitable for both digital and litho printing.
All promotional materials should be printed on the recycled paper offset, unless circumstances dictate otherwise.
The HKUST corporate logo should be placed on the front and back cover in all publications.
Keep the space for copy and image flexible, use large images for more impact.
Always follow the photography recommendations in section 4 -Visual Elements (see p.72)
An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
Key messages should always be straight-forward and placed in an eye-catching location.
Always follow the photography recommendations in section 4 -Visual Elements, P.72.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.

Brand Partnerships

Guidelines for using the HKUST corporate logo and co-partner logos for co-branding activities.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

2020

Brand Summary

Mission

To advance learning and knowledge through teaching and research, particularly in science, technology, engineering, management and business studies, and at the postgraduate level; to assist in the economic and social development of Hong Kong [^1].

Core Values

Excellence
Integrity
Academic Freedom
Global Vision
Local Commitment
Can-do Spirit
Inclusiveness
Diversity
Respect

Target Audience

Prospective and current students, faculty, staff, alumni, and global partners who value innovation, leadership, diversity, and academic excellence [^2].

Personality Traits

Innovative
Dynamic
Can-do Spirit
Responsible
International

Visual Identity Overview

HKUST’s visual identity is defined by a consistent use of logo, color palette, and typography, with a modern, clean, and professional style. Imagery emphasizes natural lighting, real moments, diversity, and academic engagement. The brand uses a select group of typefaces and a core color palette for all communications, ensuring uniformity across print and digital materials [^3].

Categories

Brand Voice

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings. Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations and discoveries in what we stand for. Communicate with passion, and avoid cliches. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Be CONFIDENT in what we stand for. Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Be INSPIRING and ignite interest in joining our innovation journey. Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations. Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
Be FRIENDLY and show that we care about our world. We are the voice of togetherness and open mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Make use of adjectives and details to bring your story alive.
Use data and statistics to enrich a point, not make the point.
Describe our actions with decisiveness and limit the use of tentative words.
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online.

Brand Imagery

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Color Palette

The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
PANTONE 872 CMYK 40c 50m 100y 0k RGB 153/102/0 Web Color 996600
PANTONE 124 CMYK 20c 40m 100y 0k RGB 204/153/0 Web Color CC9900
PANTONE 295 CMYK 100c 70m 0y 40k RGB 0/51/102 Web Color 003366
PANTONE 877 CMYK 0c 0m 30y 30k RGB 204/204/204 Web Color CCCCCC
These accent colors are designed to work with the primary logo colors. They can be used in bars, panels, tabs, headings, subtitles and graphs.
PANTONE 548 CMYK 100c 65m 50y 0k RGB 0/62/78 Web Color 003e4e
PANTONE 285 CMYK 90c 50m 0y 0k RGB 0/116/188 Web Color 0074be
PANTONE 647 CMYK 90c 65m 20y 0k RGB 43/98/151 Web Color 2b6297
PANTONE 310 CMYK 55c 0m 10y 0k RGB 99/202/225 Web Color 63eae1
PANTONE 109 CMYK 0c 15m 100y 40k RGB 255/212/0 Web Color ffd400
PANTONE 367 CMYK 40c 0m 80y 0k RGB 163/207/98 Web Color a3cf62
PANTONE 339 CMYK 85c 0m 65y 0k RGB 0/176/141 Web Color 00b08d
PANTONE 340 CMYK 100c 10m 85y 0k RGB 0/154/97 Web Color 009a61
PANTONE 185 CMYK 0c 100m 90y 0k RGB 237/27/47 Web Color ed1b2f
PANTONE 216 CMYK 40c 95m 50y 30k RGB 124/35/72 Web Color 7e2348
PANTONE 137 CMYK 0c 40m 100y 0k RGB 250/166/26 Web Color faa61a
PANTONE COOL GRAY 8C CMYK 50c 50m 40y 0k RGB 140/143/144 Web Color 8e8f90
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
SINGLE COLOR ON WHITE BACKGROUND GOLD YELLOW BLUE GRAY BLACK
SINGLE COLOR ON LIGHT BACKGROUND BLUE BLACK
SINGLE COLOR ON DARK BACKGROUND YELLOW WHITE
If the backdrop is used for general corporate messaging, the brand color palette should be used.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette.

Typography

Typography also helps to enhance HKUST’s brand identity and should be used consistently across the University. To help ensure that all of our visual communications are consistent, HKUST uses a select group of preferred typefaces for various type of materials and one default typeface.
The logo typeface is used only for names of Schools, Offices, Units, Departments, Centers, Laboratories, Institutes and other official organizations under HKUST.
ENGLISH: Futura Medium CHINESE: @
Official font type of the HKUST logo
CONTENT TEXT Font type: Muli Muli is a minimalist Sans Serif. It is designed mainly for use a content text font. Muli has been designed to be used freely across the internet by web browsers on desktop computers, laptops and mobile devices.
Official HKUST font type in communcations.
FONT FAMILY: Muli -ExtraLight Muli -ExtraLightltalic Muli -Light Muli -Lightltalic Muli -Regular Muli -Regularltalic Muli -SemiBold Muli -SemiBoldltalic Muli -Bold Muli -Boldltalic
ALTERNATIVE - FOR ONLINE TYPOGRAPHY ENGLISH: Arial CHINESE: 蘋果儷黑體/ 微軟正黑體
Alternative official HKUST font type in communications.
FONT FAMILY: Arial - Regular Arial - Bold Arial - Italic Arial - Bold Italic
你好! 我是蘋果儷黑體 / 微軟正黑體，香港科技大學 - 網站官方中文字體
Follow the official font type guidelines on P.61.
Follow the official font type guidelines on P.61
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt

Logo Usage

The logo should be used in its entirety with no alterations or additional elements added to it.
This logotype should be used whenever possible on all bilingual communications, including printed material, presentations, websites, merchandise items and signage.
The logo is for use only on communications produced by HKUST. It is not for use on communications produced by non-HKUST entities.
There are several versions of the logo with different alignments to meet different design needs.
The minimum clear space area ensures that no other elements infringe upon the HKUST logo, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logo. These rules apply to all versions of the HKUST logos.
To make sure the logo is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol.
PRINTS 15 mm
ONLINE 45 px
This logotype should be used whenever possible on all English communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logotypes, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logotypes.
This logotype should be used whenever possible on all Chinese communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logos, allowing them to be easily seen and to be quickly recognized.
PRINTS 8 mm
ONLINE 40 px
The abbreviations of corporate logo are recommended for situations where using the shorter name is an advantage because of space limitations or to fit different design needs.
This logotype could be used on only bi-lingual communications, including printed materials, presentations, websites, merchandise items and signage.
The logomark is recommended to be used only for internal office communications or online UI with limited space.
The logomark should be used in its entirety with no alterations or additional elements added to it.
The minimum clear space area ensures that no other elements infringe upon the HKUST logomark, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logomark.
To make sure the logomark is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol. When reproducing the HKUST logomark in print, the minimum size of the symbol is 8mm.
For online use, the minimum size is 40 pixels at 72 dpi.
There are a few ways in which our logo should NOT be used.
• condense or expand the logo; • incline the logo; • add elements to the logo; • reproduce the logo on photographic backgrounds; • attempt to re-create the logo; • alter or change the colours of the logo; • alter the proportion or size of any element of the logo; • place the mono version on dark backgrounds; • place the white version on light colour backgrounds; • place the symbol inside any shape between the logotype.
The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

Tone And Messaging

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings 02 Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations Be CONFIDENT and discoveries in what we stand for Communicate with passion, and avoid Write with confidence without being arrogant. cliches. Use stimulating, energetic NOT JUST Choose bold, unambiguous language to describe expressions to exhibit our inventiveness the actions we take to address the biggest problems and creativity for finding the best possible ABOUT WHAT in the world today. Describe our eagerness to solutions to critical global issues. That challenge the status quo and put ideas to the test in passion and enthusiasm only comes the real world. through with active and vibrant language.
Be FRIENDLY and show that Be INSPIRING and ignite interest in joining we care about our world our innovation journey We are the voice of togetherness and open Tell a story in a provocative way to fuel curiosity and mindedness. Use warm, people-oriented imagination about the social impact of our innovations. language that connects with diverse audiences Aim to inspire and motivate our audience to join us in our and engages the reader so that they can relate quest for making life-changing breakthroughs. to our stories.
01: to sound PASSIONATE
ADD SPARKLE AND PASSION WITH DETAILS
Make use of adjectives and details to bring your story alive.
02: to sound INTELLIGENT
TELL A STORY WITH STATISTICS
Use data and statistics to enrich a point, not make the point.
03: to sound CONFIDENT
SAY IT LIKE YOU MEAN IT
Describe our actions with decisiveness and limit the use of tentative words.
04: to sound INSPIRING
ADD IMPACT WITH RHETORICAL DEVICES
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
05: to sound FRIENDLY
USE FIRST PERSON NARRATIVE AND POSITIVE WORDS
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
PASSIONATE: Committed Dedicated Devoted Diligent Driven Energetic Enthusiastic Focused
INTELLIGENT: Accomplished Creative Exceptional Expert Original Outstanding Skillful Talented
CONFIDENT: Certain Forefront Forging Leading Pioneering Pathfinder Proud Trailblazer
INSPIRING: Adventurous Affecting Encouraging Discover Game Changing Imaginative Stimulating Unconventional
FRIENDLY: Approachable Collective Community Hospitable Receptive Sociable Supportive Welcoming
You will come across different contexts that require your judgement in choosing the language and tone that best conveys who we are and create an emotional connection with the reader.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind: University publications, Press releases, Newsletters, Brochures, Websites, Social media content, Correspondence between the University and the public or other external parties.
Contact the paoeditorial@ust.hk if you have any questions.

Brand Values

OUR CORE VALUES · Excellence, Integrity, and Academic Freedom · Global Vision and Local Commitment · Can-do Spirit · Inclusiveness, Diversity, and Respect

Visual Style

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Layout And Composition

An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
The logo should always be placed on the LEFT side, either on top or bottom, portrait or landscape scale.
NO LESS than the height of the logo ( x ) on each side, this applies to all communication materials.
The top & bottom margin of the color bar should cover the logo with clear space on scale.
Information on the color bar should always be on the RIGHT side and align with the top part of the logo.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
For limited space, an informal HKUST logotype is recommended.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
Must adopt the University’s header/ footer templates for all affiliated websites.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
The recommended document size is 16:9.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.

Digital Guidelines

Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
For limited space, an informal HKUST logotype is recommended.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
Our website is one of the most important communication tools for the University as a whole. It connects and interacts with our stakeholders and the public everywhere, every minute of the day. As part of The Hong Kong University of Science and Technology (HKUST), all individual HKUST University websites must be regularly updated and achieve the highest level of aesthetic appeal and they must project a consistent design structure. They should contain user friendly navigation and be intuitive, with a tone of voice that helps to build a cohesive impression of HKUST.
The University has developed a site platform using Drupal with relevant functions and templates for website development. The site platform has incorporated all mandatory functions and features based on these guidelines. This customized site platform must be the ultimate site platform used across the University.
You can still enjoy the freedom of website design layout, graphics and multimedia supported by Publishing Technology Center [PTC] and / or your dedicated agency, with the backend being handled by Information Systems Office (ISO), and hosting being handled by Information Technology Services Center (ITSC).
It is hoped that with the implementation of this set of guidelines, affiliated HKUST University Websites will have a consistent look and feel for building a cohesive brand image of the University.
If you have enquiries related to your School’s/ Office’s/ Unit’s/ Department’s website or brand guidelines, you are welcome to email brand@ust.hk or contact Ms Sherry Yeung, Head of Events Management and Branding, Public Affairs Office [PAO] on 2358-5967 for assistance and clarification.
All individual HKUST affiliated websites must be regularly updated to maintain its freshness.
Must not create false expectations on naming convention of the section, in particular if that section states word like “latest” or “news”.
Must include copyright information to protect your website from plagiarism.
All affiliated websites must be Hyper Text Transfer Protocol Secured (HTTPS) and pass a Security Vulnerabilities scanning and fixing.
User Acceptance Test (UAT) is the final and critical website testing processes before a website to be rolled out to the public. Make sure your new website has passed UAT before launch.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
All HKUST affiliated websites must be mobile responsive.
All affiliated websites must have search functionality.
Must set up website tracking tools such as Google Analytics for better understanding of website performance.
Must install API (or RSS with tags) in the University’s affiliated websites for automated content such as events, press releases, news, according to categorization by the University.
Must pass Google page speed test.
Must pass mobile friendly test.
Must adopt the University’s header/ footer templates for all affiliated websites.
Must include HKUST social icons or social icons from your Schools/Departments/Centers/Offices in the footer.
Must include a link from the website of individual Schools/Departments/Centers/Offices to the privacy statement.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
A consistent email signature is one of the key elements of our brand image. Every email sends out represent the University, please follow the format shown here for your email signatures.
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt
Logotype (hyperlink to official website)
The recommended document size is 16:9.
The PowerPoint system is flexible enough to create different unique impressions.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually.
Video can be a very compelling way to reach audiences, but like any medium you use, it needs to reflect the brand. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette. • ensure the quality of digital video content reflects HKUST’s status as an innovative, research-led university. • ensure delivery specifications conform to the appropriate technical specifications for archiving, distributing, and broadcasting/streaming digital media. • protect HKUST from undue liability and/or legal action that may arise from the production and distribution of digital video.
Keep your video short; we recommend no longer than three minutes. For use in short viral video platform, such as Instagram and Snapchat; we recommend the video should be no longer than one minute.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.
All videos should be in HD format. Video output is to be well lit; avoid any darkness on-screen that creates difficulty seeing the subject.
Any graphics being used must be professional, appropriate and necessary to convey the message.
When using images from stock photo banks, works of art or footage, make sure that all these are checked beforehand to avoid breaching any copyright laws.
If you are using music in your video, either use copyright-free music or make sure that you are complying with all relevant copyright legislation.

Print Guidelines

All stationary production should go through the Purchasing Department.
The HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of the envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61.
The format for envelope is landscape.
Impact PT100, 100gsm by Polytrade Paper
All stationary production should go through Purchasing Department.
HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61
The format for envelope is portrait, standard A4.
Impact PT080, 80gsm by Polytrade Paper
HKUST logo is positioned on the lower left hand size, allowing sufficient space joining with relevant information. Follow the corporate logo usage on P.28.
The format for envelope is landscape. Size is 90mm in width and 50mm in height.
Coronado sst CR682SS, 270gsm by Polytrade Paper (Bright White - Super Smooth).
HKUST logos can be applied on HKUST souvenirs, following the instructions as stated in brand guidelines and depends on the merchandises.
If you need further advice, please email to brand@ust.hk.
To be environmentally friendly, we recommend WOODFREE paper with FSC certification as our main paper stock.
FSC-certified paper is typically composed of virgin tree fibers, but it can be just as eco-friendly as recycled paper. The paper should be a good quality, 100% recycled paper with excellent whiteness which is suitable for both digital and litho printing.
All promotional materials should be printed on the recycled paper offset, unless circumstances dictate otherwise.
The HKUST corporate logo should be placed on the front and back cover in all publications.
Keep the space for copy and image flexible, use large images for more impact.
Always follow the photography recommendations in section 4 -Visual Elements (see p.72)
An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
Key messages should always be straight-forward and placed in an eye-catching location.
Always follow the photography recommendations in section 4 -Visual Elements, P.72.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.

Brand Partnerships

Guidelines for using the HKUST corporate logo and co-partner logos for co-branding activities.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

2019

Brand Summary

Mission

To advance learning and knowledge through teaching and research, particularly in science, technology, engineering, management and business studies, and at the postgraduate level. To assist in the economic and social development of Hong Kong [^1].

Core Values

Excellence
Integrity
Academic Freedom
Global Vision
Local Commitment
Can-do Spirit
Inclusiveness
Diversity
Respect
1-HKUST

Target Audience

Prospective and current students, faculty, staff, alumni, and global thought leaders, with a focus on individuals who are game-changers, innovators, and those seeking to shape a promising future for themselves and others [^2].

Personality Traits

Innovative
Dynamic
Can-do Spirit
Responsible
International
The Non-Conformist
The Intelligent Explorer
The Daring Pursuer
The Unsung Hero
The World Citizen

Visual Identity Overview

The visual identity is modern, professional, and consistent, featuring a core color palette, preferred typefaces (Futura Medium for logo, Muli and Arial for content), and strict logo usage rules. Imagery is natural, diverse, and emotionally engaging, reflecting the brand’s innovative and international character. Layouts emphasize clarity, whitespace, and flexibility, with guidelines for print, digital, and video applications [^3].

Categories

Brand Voice

When writing for marketing communications and advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand—the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences.
Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings
Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations and discoveries
Be CONFIDENT in what we stand for
Communicate with passion, and avoid clichés. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Be FRIENDLY and show that we care about our world
Be INSPIRING and ignite interest in joining our innovation journey
We are the voice of togetherness and open mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations. Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
ADD SPARKLE AND PASSION WITH DETAILS Make use of adjectives and details to bring your story alive.
TELL A STORY WITH STATISTICS Use data and statistics to enrich a point, not make the point.
SAY IT LIKE YOU MEAN IT Describe our actions with decisiveness and limit the use of tentative words.
ADD IMPACT WITH RHETORICAL DEVICES Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
USE FIRST PERSON NARRATIVE AND POSITIVE WORDS Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand. PASSIONATE: Committed Dedicated Devoted Diligent Driven Energetic Enthusiastic Focused INTELLIGENT: Accomplished Creative Exceptional Expert Original Outstanding Skillful Talented CONFIDENT: Certain Forefront Forging Leading Pioneering Pathfinder Proud Trailblazer INSPIRING: Adventurous Affecting Encouraging Discover Game Changing Imaginative Stimulating Unconventional FRIENDLY: Approachable Collective Community Hospitable Receptive Sociable Supportive Welcoming
Always tailor your content to your audience.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online.

Brand Imagery

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe — our photography should represent a world view.
Take high resolution photos — photos must be at a resolution of 300 dpi (2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files (.jpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Color Palette

The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
For Fabric printing, it is suggested to use PANTONE or PANTONE for Fabric (if applicable)
PANTONE 872 PANTONE for Fabric 125 CMYK 40c 50m 100y 0k RGB 153 / 102 / 0 Web Color 996600
PANTONE 124 CMYK 20c 40m 100y 0k RGB 204 / 153 / 0 Web Color CC9900
PANTONE 295 CMYK 100c 70m 0y 40k RGB 0 / 51 / 102 Web Color 003366
PANTONE 877 CMYK 0c 0m 0y 30k RGB 204 / 204 / 204 Web Color CCCCC
PANTONE – Matching system (PMS) A numbered color system that printers and designers use to indicate color choice. For more information, please visit Pantone website.
PROCESS COLORS – Cyan, Magenta, Yellow and Black inks (abbreviated as CMYK, with black symbolized as ”K”) used in the four-color offset printing process.
RGB – (Red, Green and Blue) The colors used in computer monitors.
WEB SAFE COLORS – 216 colors that appear consistently, without breaking up and dithering, across web browsers and across computer platforms.
These accent colors are designed to work with the primary logo colors. They can be used in bars, panels, tabs, headings, subtitles and graphs.
PANTONE 548 CMYK 100c 65m 50y 0k RGB 0 / 62 / 78 Web Color 003e4e
PANTONE 285 CMYK 90c 50m 0y 0k RGB 0 / 116 / 188 Web Color 0074bc
PANTONE 647 CMYK 90c 65m 20y 0k RGB 43 / 98 / 151 Web Color 2b6297
PANTONE 310 CMYK 55c 0m 10y 0k RGB 99 / 202 / 225 Web Color 63cae1
PANTONE 109 CMYK 0c 15m 100y 40k RGB 255 / 212 / 0 Web Color ffd400
PANTONE 367 CMYK 40c 00m 80y 0k RGB 163 / 207 / 98 Web Color a3cf62
PANTONE 339 CMYK 85c 0m 65y 0k RGB 0 / 176 / 141 Web Color 00b08d
PANTONE 340 CMYK 100c 10m 85y 0k RGB 0 / 154 / 97 Web Color 009a61
PANTONE 185 CMYK 0c 100m 90y 00k RGB 237 / 27 / 47 Web Color ed1b2f
PANTONE 216 CMYK 40c 95m 50y 30k RGB 124 / 35 / 72 Web Color 7c2348
PANTONE 137 CMYK 0c 40m 100y 0k RGB 250 / 166 / 26 Web Color faa61a
PANTONE COOL GRAY 8C CMYK 50c 50m 40y 0k RGB 140 / 143 / 144 Web Color 8c8f90
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.

Typography

Typography also helps to enhance HKUST’s brand identity and should be used consistently across the University. To help ensure that all of our visual communications are consistent, HKUST uses a select group of preferred typefaces for various type of materials and one default typeface.
The logo typeface is used only for names of Schools, Offices, Units, Departments, Centers, Laboratories, Institutes and other official organizations under HKUST.
Official font type of the HKUST logo ENGLISH: Futura Medium CHINESE: 黑體
Muli is a minimalist Sans Serif. It is designed mainly for use as content text font. Muli has been designed to be used freely on both online and offline materials.
Official HKUST font type in communications.
FONT FAMILY: Muli - ExtraLight Muli - ExtraLightltalic Muli - Light Muli - Lightltalic Muli - Regular Muli - Regularltalic Muli - SemiBold Muli - SemiBoldltalic Muli - Bold Muli - Boldltalic
Alternative official HKUST font type for use as content text font. ENGLISH: Arial CHINESE: 蘋果儷黑體/ 微軟正黑體
FONT FAMILY: Arial - Regular Arial - Bold Arial - Italic Arial - Bold Italic
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt
English subtitles should be in the font type of Avenir Next (Medium) and font size of 58.

Logo Usage

The logo should be used in its entirety with no alterations or additional elements added to it.
The minimum clear space area ensures that no other elements infringe upon the HKUST logo, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logo.
To make sure the logo is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
For Fabric printing, it is suggested to use PANTONE or PANTONE for Fabric (if applicable)
The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
There are several versions of the logo with different alignments to meet different design needs.
The logo is for use only on communications produced by HKUST.
The logo should always be placed on the LEFT side, either on top or bottom, portrait or landscape scale.
NO LESS than the height of the logo ( x ) on each side, this applies to all communication materials.
Information on the color bar should always be on the RIGHT side and align with the top part of the logo.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
The logo typeface is used only for names of Schools, Offices, Units, Departments, Centers, Laboratories, Institutes and other official organizations under HKUST.
Futura Medium is the official font type of the HKUST logo (English).
黑體 is the official font type of the HKUST logo (Chinese).
There are a few ways in which our logo should NOT be used. DO NOT… • condense or expand the logo; • incline the logo; • add elements to the logo; • reproduce the logo on photographic backgrounds; • attempt to re-create the logo; • alter or change the colours of the logo; • alter the proportion or size of any element of the logo; • place the mono version on dark backgrounds; • place the white version on light colour backgrounds; • place the symbol inside any shape between the logotype.

Tone And Messaging

When writing for marketing communications and advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand—the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences.
Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings
Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations and discoveries
Be CONFIDENT in what we stand for
Communicate with passion, and avoid clichés. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Be FRIENDLY and show that we care about our world
Be INSPIRING and ignite interest in joining our innovation journey
We are the voice of togetherness and open mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations. Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
01: to sound PASSIONATE ADD SPARKLE AND PASSION WITH DETAILS Make use of adjectives and details to bring your story alive.
02: to sound INTELLIGENT TELL A STORY WITH STATISTICS Use data and statistics to enrich a point, not make the point.
03: to sound CONFIDENT SAY IT LIKE YOU MEAN IT Describe our actions with decisiveness and limit the use of tentative words.
04: to sound INSPIRING ADD IMPACT WITH RHETORICAL DEVICES Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
05: to sound FRIENDLY USE FIRST PERSON NARRATIVE AND POSITIVE WORDS Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand. PASSIONATE: Committed Dedicated Devoted Diligent Driven Energetic Enthusiastic Focused INTELLIGENT: Accomplished Creative Exceptional Expert Original Outstanding Skillful Talented CONFIDENT: Certain Forefront Forging Leading Pioneering Pathfinder Proud Trailblazer INSPIRING: Adventurous Affecting Encouraging Discover Game Changing Imaginative Stimulating Unconventional FRIENDLY: Approachable Collective Community Hospitable Receptive Sociable Supportive Welcoming
You will come across different contexts that require your judgement in choosing the language and tone that best conveys who we are and create an emotional connection with the reader. Always tailor your content to your audience. Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content. In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind: • University publications • Press releases • Newsletters • Brochures • Websites • Social media content • Correspondence between the University and the public or other external parties
The look, feel, tone, terminology and messages need to be consistent throughout the communication. Without consistency, audiences will lose sight of the picture we are trying to paint.

Brand Values

· Excellence, Integrity, and Academic Freedom · Global Vision and Local Commitment · Can-do Spirit · Inclusiveness, Diversity, and Respect · 1-HKUST

Visual Style

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
HKUST has a multinational student body, so consider selecting diversity rich images.
Take high resolution photos — photos must be at a resolution of 300 dpi (2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files (.jpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Layout And Composition

The minimum clear space area ensures that no other elements infringe upon the HKUST logo, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logo. These rules apply to all versions of the HKUST logo.
The logo should always be placed on the LEFT side, either on top or bottom, portrait or landscape scale.
NO LESS than the height of the logo ( x ) on each side, this applies to all communication materials.
The top & bottom margin of the color bar should cover the logo with clear space on scale.
Information on the color bar should always be on the RIGHT side and align with the top part of the logo.
An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that aren’t required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
Key messages should always be straight-forward and placed in an eye-catching location.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages / graphics should be placed at eye-level.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
For limited space, an informal HKUST logotype is recommended.
The recommended document size is 16:9.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.

Accessibility Guidelines

For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
All HKUST affiliated websites must be mobile responsive.
All affiliated websites must pass Google page speed test.
All affiliated websites must pass mobile friendly test.

Digital Guidelines

DIGITAL MATERIALS ADVERTISING - ONLINE INSTRUCTIONS: DESIGN EXAMPLES: HEADLINE Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible. LOGO Logo placement should follow the brand guidelines. It must always be placed on top left corner. For limited space, an informal HKUST logotype is recommended. IMAGERY OR GRAPHICS Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
DIGITAL MATERIALS WEBSITE Our website is one of the most important communication tools for the University as a whole. It connects and interacts with our stakeholders and the public everywhere, every minute of the day. As part of The Hong Kong University of Science and Technology (HKUST), all individual HKUST University websites must be regularly updated and achieve the highest level of aesthetic appeal and they must project a consistent design structure. They should contain user friendly navigation and be intuitive, with a tone of voice that helps to build a cohesive impression of HKUST. The University has developed a site platform using Drupal with relevant functions and templates for website development. The site platform has incorporated all mandatory functions and features based on these guidelines. This customized site platform must be the ultimate site platform used across the University. You can still enjoy the freedom of website design layout, graphics and multimedia supported by Publishing Technology Center (PTC) and / or your dedicated agency, with the backend being handled by Information Systems Office (ISO), and hosting being handled by Information Technology Services Center (ITSC).
It is hoped that with the implementation of this set of guidelines, affiliated HKUST University Websites will have a consistent look and feel for building a cohesive brand image of the University.
If you have enquiries related to your School’s/ Office’s/ Unit’s/ Department’s website or brand guidelines, you are welcome to email brand@ust.hk or contact Ms Sherry Yeung, Head of Events Management and Branding, Public Affairs Office (PAO) on 2358-5967 for assistance and clarification.
DIGITAL MATERIALS WEBSITE - QUICK CHECKPOINTS QUALITY 1. All individual HKUST affiliated websites, including but not limited to change of personnel in your Schools/ Departments/ Centers/ Offices; must be regularly updated to maintain its freshness. 2. Must not create false expectations on naming convention of the section, in particular if that section states word like “latest” or “news”. 3. Must include copyright information to protect your website from plagiarism. 4. All affiliated websites must be Hyper Text Transfer Protocol Secured (HTTPS) and pass a Security Vulnerabilities scanning and fixing. 5. User Acceptance Test (UAT) is the final and critical website testing processes before a website to be rolled out to the public. Make sure your new website has passed UAT before launch. 6. For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel. 7. Must set most commonly used screen sizes of 1366 x 768. FUNCTIONALITY 8. All HKUST affiliated websites must be mobile responsive. 9. All affiliated websites must have search functionality. 10. Must set up website tracking tools such as Google Analytics for better understanding of website performance. 11. Must install API (or RSS with tags) in the University’s affiliated websites for automated content such as events, press releases, news, according to categorization by the University. 12. Must pass Google page speed test. 13. Must pass mobile friendly test.
CONSISTENCY 14. Must adopt the University’s header/ footer templates for all affiliated websites. 15. Must include HKUST social icons or social icons from your Schools/Departments/Centers/Offices in the footer. 16. Must include a link from the website of individual Schools/Departments/Centers/Offices to the privacy statement. 17. The HKUST logo must always be included in the Header. 18. The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo. 19. The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo (For details, please refer to section 03 - Visual identity, from P.26). 20. The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk. 21. All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
DIGITAL MATERIALS EMAIL SIGNATURE A consistent email signature is one of the key elements of our brand image. Every email sends out represent the University, please follow the format shown here for your email signatures.
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt Logotype (hyperlink to official website)
DIGITAL MATERIALS MASS EVENT EMAIL TEMPLATE Every time we communicate with our external target audience about the University’s event, regardless of channels and formats, it strengthens our brand impression and exerts our influence. It is important that all event organizers targeting external audiences should take reference of the HKUST Header / Footer design template for developing their mass event email. You may refer here for further details. The University Event Calendar System has built-in HKUST event email template, you may click here to create your own event email.
DIGITAL MATERIALS POWERPOINT • The recommended document size is 16:9. • The PowerPoint system is flexible enough to create different unique impressions. • When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display. • It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery. • Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
DIGITAL MATERIALS VIDEO With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually. Video can be a very compelling way to reach audiences, but like any medium you use, it needs to reflect the brand. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette. • ensure the quality of digital video content reflects HKUST’s status as an innovative, research-led university. • ensure delivery specifications conform to the appropriate technical specifications for archiving, distributing, and broadcasting/streaming digital media. • protect HKUST from undue liability and/or legal action that may arise from the production and distribution of digital video.
VIDEO BRANDING • Keep your video short; we recommend no longer than three minutes. For use in short viral video platform, such as Instagram and Snapchat; we recommend the video should be no longer than one minute.
• Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.
VIDEO QUALITY • All videos should be in HD format. Video output is to be well lit; avoid any darkness on-screen that creates difficulty seeing the subject. • Any graphics being used must be professional, appropriate and necessary to convey the message.
PERMISSIONS AND COPYRIGHT • When using images from stock photo banks, works of art or footage, make sure that all these are checked beforehand to avoid breaching any copyright laws. • If you are using music in your video, either use copyright-free music or make sure that you are complying with all relevant copyright legislation.
SUBTITLES • English subtitles should be in the font type of Avenir Next (Medium) and font size of 58.

Print Guidelines

To be environmentally friendly, we recommend WOODFREE paper with FSC certification as our main paper stock.
FSC-certified paper is typically composed of virgin tree fibers, but it can be just as eco-friendly as recycled paper. The paper should be a good quality, 100% recycled paper with excellent whiteness which is suitable for both digital and litho printing.
All promotional materials should be printed on the recycled paper offset, unless circumstances dictate otherwise.
The HKUST corporate logo should be placed on the front and back cover in all publications.
Keep the space for copy and image flexible, use large images for more impact.
Always follow the photography recommendations in section 4 - Visual Elements (see p.73)
An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that aren’t required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
Key messages should always be straight-forward and placed in an eye-catching location.
Always follow the photography recommendations in section 4 - Visual Elements, P.73.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages / graphics should be placed at eye-level.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.

Naming Conventions

FULL NAME: The Hong Kong University of Science and Technology 香港科技大學 Always use the full name when it appears for the first time in any communication. Abbreviations can be used afterwards. “The” is a part of the name, and it is capitalized. The full name can appear again anytime on a needed basis even within the same communication.
ABBREVIATIONS: HKUST 科大 / 港科大 No spacing in between the alphabets “HKUST”. “The” is not required in front of HKUST.
INCORRECT: “UST” “USTHK” “THKUST” These are not the appropriate abbreviations in any written and/or official spoken form of communication. It is important to use the name in a cohesive manner.
Must not create false expectations on naming convention of the section, in particular if that section states word like “latest” or “news”.

Brand Partnerships

3.10 CO-BRANDING Guidelines for using the HKUST corporate logo and co-partner logos for co-branding activities.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
• The corporate logo should be paired with the partner’s logo for all co-branding activities.
• Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
• The partner logo must never exceed the height of the HKUST corporate logo.
• Follow the scale, spacing & clear space guideline as shown on the example.
• The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.
• Follow the scale, spacing & clear space guideline as shown in the example.

Our style guide seeks to maintain editorial consistency, brand tone and voice across all content. In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind: • University publications • Press releases • Newsletters • Brochures • Websites • Social media content • Correspondence between the University and the public or other external parties Contact the paoeditorial@ust.hk if you have any questions.

2018

Brand Summary

Mission

To advance learning and knowledge through teaching and research, particularly in science, technology, engineering, management and business studies, and at the postgraduate level; to assist in the economic and social development of Hong Kong [^1].

Core Values

Excellence
Integrity
Academic Freedom
Global Vision
Local Commitment
Can-do Spirit
Inclusiveness
Diversity
Respect

Target Audience

Prospective and current students, faculty, staff, alumni, and global partners who value innovation, leadership, diversity, and academic excellence [^2].

Personality Traits

Innovative
Dynamic
Can-do Spirit
Responsible
International

Visual Identity Overview

HKUST’s visual identity is defined by a consistent use of logo, color palette, and typography, with a modern, clean, and professional style. Imagery emphasizes natural lighting, real moments, diversity, and academic engagement. The brand uses a select group of typefaces and a core color palette for all communications, ensuring uniformity across print and digital materials [^3].

Categories

Brand Voice

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings. Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations and discoveries in what we stand for. Communicate with passion, and avoid cliches. Use stimulating, energetic expressions to exhibit our inventiveness and creativity for finding the best possible solutions to critical global issues. That passion and enthusiasm only comes through with active and vibrant language.
Be CONFIDENT in what we stand for. Write with confidence without being arrogant. Choose bold, unambiguous language to describe the actions we take to address the biggest problems in the world today. Describe our eagerness to challenge the status quo and put ideas to the test in the real world.
Be INSPIRING and ignite interest in joining our innovation journey. Tell a story in a provocative way to fuel curiosity and imagination about the social impact of our innovations. Aim to inspire and motivate our audience to join us in our quest for making life-changing breakthroughs.
Be FRIENDLY and show that we care about our world. We are the voice of togetherness and open mindedness. Use warm, people-oriented language that connects with diverse audiences and engages the reader so that they can relate to our stories.
Make use of adjectives and details to bring your story alive.
Use data and statistics to enrich a point, not make the point.
Describe our actions with decisiveness and limit the use of tentative words.
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online.

Brand Imagery

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Color Palette

The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
PANTONE 872 CMYK 40c 50m 100y 0k RGB 153/102/0 Web Color 996600
PANTONE 124 CMYK 20c 40m 100y 0k RGB 204/153/0 Web Color CC9900
PANTONE 295 CMYK 100c 70m 0y 40k RGB 0/51/102 Web Color 003366
PANTONE 877 CMYK 0c 0m 30y 30k RGB 204/204/204 Web Color CCCCCC
These accent colors are designed to work with the primary logo colors. They can be used in bars, panels, tabs, headings, subtitles and graphs.
PANTONE 548 CMYK 100c 65m 50y 0k RGB 0/62/78 Web Color 003e4e
PANTONE 285 CMYK 90c 50m 0y 0k RGB 0/116/188 Web Color 0074be
PANTONE 647 CMYK 90c 65m 20y 0k RGB 43/98/151 Web Color 2b6297
PANTONE 310 CMYK 55c 0m 10y 0k RGB 99/202/225 Web Color 63eae1
PANTONE 109 CMYK 0c 15m 100y 40k RGB 255/212/0 Web Color ffd400
PANTONE 367 CMYK 40c 0m 80y 0k RGB 163/207/98 Web Color a3cf62
PANTONE 339 CMYK 85c 0m 65y 0k RGB 0/176/141 Web Color 00b08d
PANTONE 340 CMYK 100c 10m 85y 0k RGB 0/154/97 Web Color 009a61
PANTONE 185 CMYK 0c 100m 90y 0k RGB 237/27/47 Web Color ed1b2f
PANTONE 216 CMYK 40c 95m 50y 30k RGB 124/35/72 Web Color 7e2348
PANTONE 137 CMYK 0c 40m 100y 0k RGB 250/166/26 Web Color faa61a
PANTONE COOL GRAY 8C CMYK 50c 50m 40y 0k RGB 140/143/144 Web Color 8e8f90
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
SINGLE COLOR ON WHITE BACKGROUND GOLD YELLOW BLUE GRAY BLACK
SINGLE COLOR ON LIGHT BACKGROUND BLUE BLACK
SINGLE COLOR ON DARK BACKGROUND YELLOW WHITE
If the backdrop is used for general corporate messaging, the brand color palette should be used.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette.

Typography

Typography also helps to enhance HKUST’s brand identity and should be used consistently across the University. To help ensure that all of our visual communications are consistent, HKUST uses a select group of preferred typefaces for various type of materials and one default typeface.
The logo typeface is used only for names of Schools, Offices, Units, Departments, Centers, Laboratories, Institutes and other official organizations under HKUST.
ENGLISH: Futura Medium CHINESE: @
Official font type of the HKUST logo
CONTENT TEXT Font type: Muli Muli is a minimalist Sans Serif. It is designed mainly for use a content text font. Muli has been designed to be used freely across the internet by web browsers on desktop computers, laptops and mobile devices.
Official HKUST font type in communcations.
FONT FAMILY: Muli -ExtraLight Muli -ExtraLightltalic Muli -Light Muli -Lightltalic Muli -Regular Muli -Regularltalic Muli -SemiBold Muli -SemiBoldltalic Muli -Bold Muli -Boldltalic
ALTERNATIVE - FOR ONLINE TYPOGRAPHY ENGLISH: Arial CHINESE: 蘋果儷黑體/ 微軟正黑體
Alternative official HKUST font type in communications.
FONT FAMILY: Arial - Regular Arial - Bold Arial - Italic Arial - Bold Italic
你好! 我是蘋果儷黑體 / 微軟正黑體，香港科技大學 - 網站官方中文字體
Follow the official font type guidelines on P.61.
Follow the official font type guidelines on P.61
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt

Logo Usage

The logo should be used in its entirety with no alterations or additional elements added to it.
This logotype should be used whenever possible on all bilingual communications, including printed material, presentations, websites, merchandise items and signage.
The logo is for use only on communications produced by HKUST. It is not for use on communications produced by non-HKUST entities.
There are several versions of the logo with different alignments to meet different design needs.
The minimum clear space area ensures that no other elements infringe upon the HKUST logo, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logo. These rules apply to all versions of the HKUST logos.
To make sure the logo is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol.
PRINTS 15 mm
ONLINE 45 px
This logotype should be used whenever possible on all English communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logotypes, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logotypes.
This logotype should be used whenever possible on all Chinese communications, including printed material, presentations, websites, merchandise items and signage.
The minimum clear space area ensures that no other elements infringe upon the HKUST logos, allowing them to be easily seen and to be quickly recognized.
PRINTS 8 mm
ONLINE 40 px
The abbreviations of corporate logo are recommended for situations where using the shorter name is an advantage because of space limitations or to fit different design needs.
This logotype could be used on only bi-lingual communications, including printed materials, presentations, websites, merchandise items and signage.
The logomark is recommended to be used only for internal office communications or online UI with limited space.
The logomark should be used in its entirety with no alterations or additional elements added to it.
The minimum clear space area ensures that no other elements infringe upon the HKUST logomark, allowing them to be easily seen and to be quickly recognized.
Do not place other elements, such as graphics, photos and text, in the clear space close to any HKUST logomark.
To make sure the logomark is always clear and legible, there is a minimum size requirement.
The minimum size requirement is based on the height of the symbol. When reproducing the HKUST logomark in print, the minimum size of the symbol is 8mm.
For online use, the minimum size is 40 pixels at 72 dpi.
There are a few ways in which our logo should NOT be used.
• condense or expand the logo; • incline the logo; • add elements to the logo; • reproduce the logo on photographic backgrounds; • attempt to re-create the logo; • alter or change the colours of the logo; • alter the proportion or size of any element of the logo; • place the mono version on dark backgrounds; • place the white version on light colour backgrounds; • place the symbol inside any shape between the logotype.
The palette contains the core colors that should be used to match with the logo across all HKUST communications channels.
For offset printing or silk-screen, it is suggested to use either PANTONE or PROCESS COLORS (CMYK).
For PowerPoint presentation or digital prints, it is suggested to use RGB colors.
For web pages, it is suggested to use web colors.
The palette contains the core colors that should be used to match with the logo across all HKUST communication channels.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

Tone And Messaging

When writing for marketing communications advertising, our voice, as conveyed in the language we use, reflects our brand identity.
Our tone and manner, choice of words, and way of presentation will all play a role in how our brand image is conceived by our audience. The way we write embodies the brand’s personality, expresses the values we stand for, and reflects the people that make up the brand-the things that drive them, their loves and hates, and what they want to share with the world.
Our brand voice is the way we write and speak to our different audiences. Whether it is a brochure or a speech, a consistent tone of voice will help reinforce and strengthen our brand. It is a vital part of our brand identity and personality.
Be INTELLIGENT in conveying our findings 02 Use facts and figures to provide evidence and substance, but use storytelling techniques to bring those facts to life. Articles are more interesting, relevant, and memorable to readers if they can relate to the characters and the story being told. Avoid unnecessary jargon and explain things in a direct, straightforward manner.
Be PASSIONATE about our innovations Be CONFIDENT and discoveries in what we stand for Communicate with passion, and avoid Write with confidence without being arrogant. cliches. Use stimulating, energetic NOT JUST Choose bold, unambiguous language to describe expressions to exhibit our inventiveness the actions we take to address the biggest problems and creativity for finding the best possible ABOUT WHAT in the world today. Describe our eagerness to solutions to critical global issues. That challenge the status quo and put ideas to the test in passion and enthusiasm only comes the real world. through with active and vibrant language.
Be FRIENDLY and show that Be INSPIRING and ignite interest in joining we care about our world our innovation journey We are the voice of togetherness and open Tell a story in a provocative way to fuel curiosity and mindedness. Use warm, people-oriented imagination about the social impact of our innovations. language that connects with diverse audiences Aim to inspire and motivate our audience to join us in our and engages the reader so that they can relate quest for making life-changing breakthroughs. to our stories.
01: to sound PASSIONATE
ADD SPARKLE AND PASSION WITH DETAILS
Make use of adjectives and details to bring your story alive.
02: to sound INTELLIGENT
TELL A STORY WITH STATISTICS
Use data and statistics to enrich a point, not make the point.
03: to sound CONFIDENT
SAY IT LIKE YOU MEAN IT
Describe our actions with decisiveness and limit the use of tentative words.
04: to sound INSPIRING
ADD IMPACT WITH RHETORICAL DEVICES
Use rhetorical devices such as metaphor, simile, or repetition to create more persuasive content and direct your audience to the action that you want them to take. Add a quote to emphasize the point you try to make.
05: to sound FRIENDLY
USE FIRST PERSON NARRATIVE AND POSITIVE WORDS
Use first-person narrative and positive words to give your writing a more personal and human touch.
The words below can help guide you in your search for an effective way to express the brand.
PASSIONATE: Committed Dedicated Devoted Diligent Driven Energetic Enthusiastic Focused
INTELLIGENT: Accomplished Creative Exceptional Expert Original Outstanding Skillful Talented
CONFIDENT: Certain Forefront Forging Leading Pioneering Pathfinder Proud Trailblazer
INSPIRING: Adventurous Affecting Encouraging Discover Game Changing Imaginative Stimulating Unconventional
FRIENDLY: Approachable Collective Community Hospitable Receptive Sociable Supportive Welcoming
You will come across different contexts that require your judgement in choosing the language and tone that best conveys who we are and create an emotional connection with the reader.
Always tailor your content to your audience.
Ask yourself A FEW QUESTIONS before you begin writing.
Our style guide seeks to maintain editorial consistency, brand tone and voice across all content.
In general, it follows the Chicago Manual of Style, The Associated Press Stylebook, and Merriam-Webster Online. The guide was created with the following uses in mind: University publications, Press releases, Newsletters, Brochures, Websites, Social media content, Correspondence between the University and the public or other external parties.
Contact the paoeditorial@ust.hk if you have any questions.

Brand Values

OUR CORE VALUES · Excellence, Integrity, and Academic Freedom · Global Vision and Local Commitment · Can-do Spirit · Inclusiveness, Diversity, and Respect

Visual Style

Our imagery should be shot with natural lighting, be real and capture the person’s personality.
Use photos that engage the viewer and are able to communicate the essence and emotional qualities of our brand.
The subject should be caught naturally. Capture them in action, enjoying themselves, smiling and interacting.
HKUST has a multinational student body, so consider selecting diversity rich images.
Use photography that shows students and the faculty actively engaged in academics and the pursuit of knowledge.
Having the best view of the city, HKUST is the leading source of photography that is vibrant and diverse.
Photography should allow the viewer to observe personal moments and individual achievements.
Use photography that shows our students, faculty, and staff commitment to social causes in our neighborhood and the world.
HKUST has students and locations across the globe -our photography should represent a world view.
Take high resolution photos -photos must be at a resolution of 300 dpi [2700 x 3600 pixels).
Use one of the following formats: high resolution JPEG files ljpg), TIFF (.tiff) files or RAW (.dng).
Take color photos and use 24-bit or higher color depth.
Make sure the photograph can be cropped later with a wide view or a tight focus.
When creating or selecting imagery, it is important to avoid certain stock photographs, generic situations or environments that look unnatural. The people do not always have to be aware of the camera and should not look like they are prompted.
Avoid stereotypical posing shot.
Avoid subjects wearing clothing that features other universities’ logos.
Avoid taking photos with messy backgrounds.
Don’t use props out of context.
Don’t use poor quality imagery.
Don’t use imagery with bad lighting quality.
Avoid glare and reflections in glasses.
Shooting angle, lighting, people’s action and expression are important to reflect the personality of HKUST successfully.
For greater attention, crop the photos to highlight the subject you want your audience to focus on.
Photo-editing should always perform basic color corrections.Special filtering is not recommended.
When taking a photograph of a group or scene, avoid capturing images that do not have a focus.

Layout And Composition

An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
The logo should always be placed on the LEFT side, either on top or bottom, portrait or landscape scale.
NO LESS than the height of the logo ( x ) on each side, this applies to all communication materials.
The top & bottom margin of the color bar should cover the logo with clear space on scale.
Information on the color bar should always be on the RIGHT side and align with the top part of the logo.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
For limited space, an informal HKUST logotype is recommended.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
Must adopt the University’s header/ footer templates for all affiliated websites.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
The recommended document size is 16:9.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.

Digital Guidelines

Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
For limited space, an informal HKUST logotype is recommended.
Imagery can be used as part of the header. Any imagery used should not compromise the legibility of the logo.
Our website is one of the most important communication tools for the University as a whole. It connects and interacts with our stakeholders and the public everywhere, every minute of the day. As part of The Hong Kong University of Science and Technology (HKUST), all individual HKUST University websites must be regularly updated and achieve the highest level of aesthetic appeal and they must project a consistent design structure. They should contain user friendly navigation and be intuitive, with a tone of voice that helps to build a cohesive impression of HKUST.
The University has developed a site platform using Drupal with relevant functions and templates for website development. The site platform has incorporated all mandatory functions and features based on these guidelines. This customized site platform must be the ultimate site platform used across the University.
You can still enjoy the freedom of website design layout, graphics and multimedia supported by Publishing Technology Center [PTC] and / or your dedicated agency, with the backend being handled by Information Systems Office (ISO), and hosting being handled by Information Technology Services Center (ITSC).
It is hoped that with the implementation of this set of guidelines, affiliated HKUST University Websites will have a consistent look and feel for building a cohesive brand image of the University.
If you have enquiries related to your School’s/ Office’s/ Unit’s/ Department’s website or brand guidelines, you are welcome to email brand@ust.hk or contact Ms Sherry Yeung, Head of Events Management and Branding, Public Affairs Office [PAO] on 2358-5967 for assistance and clarification.
All individual HKUST affiliated websites must be regularly updated to maintain its freshness.
Must not create false expectations on naming convention of the section, in particular if that section states word like “latest” or “news”.
Must include copyright information to protect your website from plagiarism.
All affiliated websites must be Hyper Text Transfer Protocol Secured (HTTPS) and pass a Security Vulnerabilities scanning and fixing.
User Acceptance Test (UAT) is the final and critical website testing processes before a website to be rolled out to the public. Make sure your new website has passed UAT before launch.
For visibility, minimum font size of body font should be 16 pixel, while font size of secondary text should be 13-14 pixel.
Must set most commonly used screen sizes of 1366 X 768.
All HKUST affiliated websites must be mobile responsive.
All affiliated websites must have search functionality.
Must set up website tracking tools such as Google Analytics for better understanding of website performance.
Must install API (or RSS with tags) in the University’s affiliated websites for automated content such as events, press releases, news, according to categorization by the University.
Must pass Google page speed test.
Must pass mobile friendly test.
Must adopt the University’s header/ footer templates for all affiliated websites.
Must include HKUST social icons or social icons from your Schools/Departments/Centers/Offices in the footer.
Must include a link from the website of individual Schools/Departments/Centers/Offices to the privacy statement.
The HKUST logo must always be included in the Header.
The logo of the individual Schools/Departments/ Centers/Offices must NOT be visually bigger than the HKUST logo.
The name and logo of the individual Schools/ Departments/Centers/Offices must always be at the right of the HKUST logo [For details, please refer to section 03 -Visual identity, from P.26).
The HKUST logo must incorporate a hyperlink to the University website at www.ust.hk.
All affiliated websites must deploy the University’s logo mark as Favicon in the URL domain display.
A consistent email signature is one of the key elements of our brand image. Every email sends out represent the University, please follow the format shown here for your email signatures.
Email signature should include: FONT: Arial COLOR: R 169 / G 171/ B 179
YOUR NAME 12 pt Title Schools/Departments/Centers/Offices 11 pt Phone number / Direct line / Fax number Email, Website 10 pt
Logotype (hyperlink to official website)
The recommended document size is 16:9.
The PowerPoint system is flexible enough to create different unique impressions.
When adding images to PowerPoint, only use good quality images that are not pixelated or too small to display.
It is better to use clear and concise text with a strong supporting image than to make a slide look cluttered with unnecessary imagery.
Consider the audience and environment when choosing slide versions. For example, dark backgrounds may work well for presentations, but are not ideal for printing.
With video growing in importance, the effectiveness of the HKUST identity and the recognition of the brand are dependent on maintaining a standard for video and web communications. It is important for all videos relating to HKUST to communicate the brand both visually and conceptually.
Video can be a very compelling way to reach audiences, but like any medium you use, it needs to reflect the brand. To sum up, videos should: • advance HKUST’s brand by establishing brand standards as they apply to digital video content, including typeface and color palette. • ensure the quality of digital video content reflects HKUST’s status as an innovative, research-led university. • ensure delivery specifications conform to the appropriate technical specifications for archiving, distributing, and broadcasting/streaming digital media. • protect HKUST from undue liability and/or legal action that may arise from the production and distribution of digital video.
Keep your video short; we recommend no longer than three minutes. For use in short viral video platform, such as Instagram and Snapchat; we recommend the video should be no longer than one minute.
Each video should be clearly identified with the HKUST logo (static or animated) during the opening and closing shot. The video should follow the overall guidelines in terms of any fonts and colours used.
All videos should be in HD format. Video output is to be well lit; avoid any darkness on-screen that creates difficulty seeing the subject.
Any graphics being used must be professional, appropriate and necessary to convey the message.
When using images from stock photo banks, works of art or footage, make sure that all these are checked beforehand to avoid breaching any copyright laws.
If you are using music in your video, either use copyright-free music or make sure that you are complying with all relevant copyright legislation.

Print Guidelines

All stationary production should go through the Purchasing Department.
The HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of the envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61.
The format for envelope is landscape.
Impact PT100, 100gsm by Polytrade Paper
All stationary production should go through Purchasing Department.
HKUST logo is positioned to the top left of the letterhead, allowing sufficient space from the top and right-hand edges of envelope. Follow the corporate logo usage on P.28.
Follow the official font type guidelines on P.61
The format for envelope is portrait, standard A4.
Impact PT080, 80gsm by Polytrade Paper
HKUST logo is positioned on the lower left hand size, allowing sufficient space joining with relevant information. Follow the corporate logo usage on P.28.
The format for envelope is landscape. Size is 90mm in width and 50mm in height.
Coronado sst CR682SS, 270gsm by Polytrade Paper (Bright White - Super Smooth).
HKUST logos can be applied on HKUST souvenirs, following the instructions as stated in brand guidelines and depends on the merchandises.
If you need further advice, please email to brand@ust.hk.
To be environmentally friendly, we recommend WOODFREE paper with FSC certification as our main paper stock.
FSC-certified paper is typically composed of virgin tree fibers, but it can be just as eco-friendly as recycled paper. The paper should be a good quality, 100% recycled paper with excellent whiteness which is suitable for both digital and litho printing.
All promotional materials should be printed on the recycled paper offset, unless circumstances dictate otherwise.
The HKUST corporate logo should be placed on the front and back cover in all publications.
Keep the space for copy and image flexible, use large images for more impact.
Always follow the photography recommendations in section 4 -Visual Elements (see p.72)
An underlying grid helps organize the information and helps readability.
Space not used is just as important to the reader as the space that is used. Do not fill white space with additional images or text that arent required.
It can also be a powerful way of drawing attention to a particular element. Surrounding the item with whitespace can be just as effective as making things bigger.
Key messages should always be straight-forward and placed in an eye-catching location.
Always follow the photography recommendations in section 4 -Visual Elements, P.72.
The headline should be minimal and take up only 20% of the image. A maximum of 4 lines can be used.
Headlines should be short, concise and engaging, to inspire the reader to find out more.
Logo placement should follow the brand guidelines. It must always be placed on the left hand side and take up around 10% of the image.
If the backdrop is used for general corporate messaging, the brand color palette should be used.
A solid background color is recommended to help messages standout.
Legibility is key, therefore headlines should be short and to the point which will allow them to be as large as possible.
Logo placement should follow the brand guidelines. It must always be placed on top left corner.
Key messages/ graphics should be placed at eye-level.
Depending on what the pull-up stand is being used for (i.e. Corporate, School or Department), the appropriate color palette should be used.
Any headlines or text should be on the top half of the pop-up stand for maximum visibility.

Brand Partnerships

Guidelines for using the HKUST corporate logo and co-partner logos for co-branding activities.
All co-branding logos must go through proper approval process based on Policy on University Logo Usage.
The corporate logo should be paired with the partner’s logo for all co-branding activities.
Where we use our partner logos with an equal emphasis (50/50), the partner logo is placed in the right hand side by leaving the same amount of clear space around it as the HKUST corporate logo.
The partner logo must never exceed the height of the HKUST corporate logo.
Follow the scale, spacing & clear space guideline as shown on the example.
The abbreviation logotype is allowed to use as a co-branded logo. It is only recommended for situations where using the shorter name is advantageous and better fit for different design purposes.

Additional Properties

Property	Value
Wikidata Link	Open Wikidata

Property	Value
Foundation Date	1991
Coordinate Location	22.3375, 114.263
Topic’S Main Category	Category:Hong Kong University of Science and Technology
Freebase Id	/m/01npv3
Country	People’s Republic of China (from 1997-07-01), British Hong Kong (from 1991, until 1997-06-30)
Image	HKUST campus view looking from above.jpg
Viaf Cluster Id	124005430
Inception	1991
Located In The Administrative Territorial Entity	Hong Kong
Member Of	ORCID, Inc. (as of 2023-10), Shanghai-Hong Kong University Alliance, Association of Sino-Russian Technical Universities, Association of Pacific Rim Universities, Scholarly Publishing and Academic Resources Coalition (+2 more)
Quora Topic Id	Hong-Kong-University-of-Science-and-Technology
Isni	0000000419371450
Ringgold Id	58207
Subreddit	HKUST (from 2012-02-27)
Open Funder Registry Funder Id	501100005950
Category For Alumni Of Educational Institution	Category:Alumni of the Hong Kong University of Science and Technology
Grid Id	grid.24515.37
Category For Employees Of The Organization	Category:Academic staff of the Hong Kong University of Science and Technology
Webb Site Organization Id	7347
Arwu University Id	The-Hong-Kong-University-of-Science-and-Technology
Qs World University Id	hong-kong-university-science-technology
Times Higher Education World University Id	hong-kong-university-science-and-technology
Google Maps Customer Id	3165420925901881790
U Multirank University Id	hong-kong-university-of-science-and-technology
Idref Id	129076511
Nl Cr Aut Id	kn20030918004
Musicbrainz Place Id	86cdf48f-32fb-491b-b377-87ae2022a52f
Microsoft Academic Id (Discontinued)	200769079
Library Of Congress Authority Id	n94085148
Facebook Username	hkust (as of 2022-10-07)
Instagram Username	hkust (as of 2022-10-07)
Ror Id	00q4vv597
Native Label	香港科技大學
Hkcan Id	9811107033103406
Api Endpoint Url	https://idp.ust.hk/idp/shibboleth
Child Organization Or Unit	Guangzhou HKUST Fok Ying Tung Research Institute, The Hong Kong University of Science and Technology (Guangzhou)
Zhihu Topic Id	20033379, 19558630
Openalex Id	I200769079
Bibsys Id	37714
Canadiana Name Authority Id	ncf12088243
Gnd Id	2160383-2
Nacsis Cat Author Id	DA10238202
Libraries Australia Id	35786881
National Library Of Israel J9U Id	987007332725205171
Linkedin Company Or Organization Id	hkust
Cinii Research Id	1140282266675022336
Open Library Subject Id	hong_kong_university_of_science_and_technology
Isil	HK-2
Google Scholar Organization Id	9568810911513724267
Rednote Profile Id	6139beb0000000000201f9b7
Chairperson	Nancy Ip (from 2022-10)
Ranking	40 (as of 2023), 34 (as of 2022), 60 (as of 2024)
‎Yale Lux Id	group/f1912f87-8157-4ad3-8110-cf8edec94227
Gitlab Topic Id	HKUST
Dialnet Author Id	3713279
Count Of Students	29,927

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Sector

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Guideline Year

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Foundation Date

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Official Websites

Brand Guidelines

2022

Brand Summary

Mission

Core Values

Target Audience

Personality Traits

Visual Identity Overview

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Color Palette

Typography

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Tone And Messaging

Brand Values

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Layout And Composition

Digital Guidelines

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Brand Partnerships

2020

Brand Summary

Mission

Core Values

Target Audience

Personality Traits

Visual Identity Overview

Categories

Brand Voice

Brand Imagery

Color Palette

Typography

Logo Usage

Tone And Messaging

Brand Values

Visual Style

Layout And Composition

Digital Guidelines

Print Guidelines

Brand Partnerships

2019

Brand Summary

Mission

Core Values

Target Audience

Personality Traits

Visual Identity Overview

Categories

Brand Voice

Brand Imagery

Color Palette

Typography

Logo Usage

Tone And Messaging

Brand Values

Visual Style

Layout And Composition

Accessibility Guidelines

Digital Guidelines

Print Guidelines

Naming Conventions

Brand Partnerships

Social Media Guidelines

2018

Brand Summary

Mission

Core Values

Target Audience

Personality Traits

Visual Identity Overview