Hong Kong

📋 2 Guidelines

🔗 Connections

Sector

Public sector Tourism

Region

China Hong kong

Guideline Year

2012 2020

Language

Chinese

Tags

City Regional

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • To position Hong Kong as ‘Asia’s World City,’ emphasizing its role as a vibrant, multicultural, and dynamic global hub that thrives on diversity, opportunity, and excellence.
Core Values
  • free
  • cosmopolitan
  • enterprising
  • secure
  • excellence
  • connected
  • innovative
  • diverse
  • quality living
  • dynamic
Target Audience
  • International business professionals, tourists, students, and global citizens seeking opportunity, cultural diversity, and a modern urban environment.
Personality Traits
  • dynamic
  • innovative
  • cosmopolitan
  • enterprising
  • secure
  • connected
  • diverse
Visual Identity Overview
  • The visual identity features vibrant, flowing ribbon-like curves and a stylized dragon symbol, using a diverse color palette to convey energy, multiculturalism, and modernity. The logo and graphics are dynamic, colorful, and emphasize Hong Kong’s unique fusion of East meets West.

Categories

Brand Imagery
  • The Brand Hong Kong signature comprises of three elements: • The Brand Hong Kong logotype @ The Brandline @ The Dragon symbol with extending ribbons graphic
  • All elements are set in fixed format and proportion. They are not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected. The Dragon symbol may be used on its own only in exceptional cases.
  • The Dragon symbol is a modernised interpretation of a Chinese mythical icon. It represents Hong Kong’s unique fusion of East meets West.
  • The blue and green ribbons that extend from the Dragon symbolise blue sky and a sustainable environment, while the red ribbon is a silhouette of Lion Rock, which represents Hong Kong people’s “can-do” spirit.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either English, Traditional Chinese or Simplified Chinese is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size: 40mm
Color Palette
  • BRAND HONG KONG SIGNATURE A.4.1 I Colour Guide -Full Colour Versions • Full-Colour Version (Process Colour Gradient) HONG 100M KONG 100Y ASIA’S WORLD CITY 100K A A AA AA A A AA A 100C 100C 40C 40C 100C 40M 100M 40c 10C 40M 100M 100M 100M 100Y 100Y 100Y 100Y 100M 100M 100Y 100Y @ Whenever possible, the logo should be reproduced in gradient colours on a solid colour background that offers sufficient contrast. To reproduce the full brightness of the signature colours, 4-colour printing is preferred. @ The logo in solid colours may be used if gradient colour production is not possible.
  • Full-Colour Version (Solid Colours) HONG PMS KONG 485C ASIA’S WORLD CITY Black PMS 485C Process Cyan C PMS 361C PMS 144C PMS 254C
  • BRAND HONG KONG GUIDELINES A.4.2 I Colour Guide -Single Colour Versions
  • The logo in single colour, red (Pantone 485C) or yellow (Pantone 1235C), may be used in situations where the full-colour signature blends in with the background or cannot be reproduced. 8 The logo in single colour, black, may be used only for black and white production, or in situations where the other single-colour versions and full-colour versions are not suitable.
  • The preferred background colours of Brand Hong Kong are white and black.
  • The single-colour logo, red (Pantone 485C/100MlO0Y) and yellow (Pantone 1235C/40MlO0Y), may be used on Brand Hong Kong signature background colours.
  • It is recommended to use the full-colour signature wherever possible. However, if it is not possible to use the full-colour signature or when the background colour does not offer sufficient contrast to show the entire logo clearly, the single-colour signature may be used.
  • When it is necessary to apply the single-colour signature, use the red logo in Pantone 485C/100MlO0Y on pale background colours.
  • When it is necessary to apply the single-colour signature, use the yellow logo in Pantone 1235C/40MlO0Y on dark backgrounds.
  • Never rearrange the colour gradation of the logo.
  • BRAND HONG KONG SIGNATURE A.7 I Colour Palette Dragon Colours PMS485C Process Colour lOOM lOOY RGB Value R: 255 G: 0 B: 0 PMS 254C Process Colour 40C lOOM RGB Value R: 152 G: 55 B: 142 PMS1235C Process Colour 40M lOOY RGB Value R: 227 G: 164 B: 19 Ribbon Colours PMS Process Cyan C PMS 361C PMS 144C Process Colour lOOC Process Colour 70C lOOY Process Colour 55M lOOY RGB Value R: 43 G: 170 B: 225 RGB Value R: 116 G: 173 B: 62 RGB Value R: 248 G: 152 B: 56
  • There are specific colour combinations for the Brand Hong Kong logotype and brandline. @ Black and White @ Red (Pantone 485C) and Black e Red (Pantone 485C) and White 0 All Red (Pantone 485C) @ AII Yellow (Pantone 1235C)
Typography
  • All elements are set in fixed format and proportion. They are not to be altered.
  • Never change the typography in the signature.
  • Trade Gothic LH Extended
  • Trade Gothic LH Bold Extended
  • Trade Gothic LT Standard Light
  • Trade Gothic LT Std Regular
  • Trade Gothic LT Std Bold No.2
Logo Usage
  • The Brand Hong Kong signature comprises of three elements: • The Brand Hong Kong logotype @ The Brandline @ The Dragon symbol with extending ribbons graphic
  • All elements are set in fixed format and proportion. They are not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected. The Dragon symbol may be used on its own only in exceptional cases.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either English, Traditional Chinese or Simplified Chinese is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size: 40mm
  • The primary signature may also be used without the brand line if the brand line, “Asia’s world city”, appears elsewhere on the same surface, or if space is limited.
  • Minimum Size: 30mm
  • Always maintain more than the minimum clear space around the Brand Hong Kong signature to preserve its integrity.
  • To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
  • The minimum clear space for the Brand Hong Kong signature is no less than 0.5X around the signature.
  • Whenever possible, the logo should be reproduced in gradient colours on a solid colour background that offers sufficient contrast. To reproduce the full brightness of the signature colours, 4-colour printing is preferred. The logo in solid colours may be used if gradient colour production is not possible.
  • The logo in single colour, red (Pantone 485C) or yellow (Pantone 1235C), may be used in situations where the full-colour signature blends in with the background or cannot be reproduced. The logo in single colour, black, may be used only for black and white production, or in situations where the other single-colour versions and full-colour versions are not suitable.
  • The preferred background colours of Brand Hong Kong are white and black.
  • The single-colour logo, red (Pantone 485C/100MlO0Y) and yellow (Pantone 1235C/40MlO0Y), may be used on Brand Hong Kong signature background colours.
  • It is recommended to use the full-colour signature wherever possible. However, if it is not possible to use the full-colour signature or when the background colour does not offer sufficient contrast to show the entire logo clearly, the single-colour signature may be used.
  • When it is necessary to apply the single-colour signature, use the red logo in Pantone 485C/100MlO0Y on pale background colours.
  • When it is necessary to apply the single-colour signature, use the yellow logo in Pantone 1235C/40MlO0Y on dark backgrounds.
  • The Brand Hong Kong signature must always be applied thoughtfully, carefully and appropriately. The examples on this page illustrate incorrect use of the signature. @ Never flip the Dragon symbol in print. 8 Never place any other graphic device around the signature. 8 Never rearrange the colour gradation of the logo. C, Never change the typography in the signature. e Never reposition and resize the signature elements. @ Never distort the shape and proportion of the signature. @Never reproduce the signature on a complex background or a background that does not offer sufficient contrast. ©Creating an outline around the signature is not preferred.
  • Note: Final decision on application of the BrandHK signature is subject to approval by the BrandHK Management Unit.
Brand Values
  • FREE COSMOPOLITAN ENTERPRISING SECURE EXCELLENCE CONNECTED INNOVATIVE DIVERSE QUALITY LIVING DYNAMIC
Visual Style
  • All elements are set in fixed format and proportion. They are not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected. The Dragon symbol may be used on its own only in exceptional cases.
  • The Dragon symbol is a modernised interpretation of a Chinese mythical icon. It represents Hong Kong’s unique fusion of East meets West.
  • The blue and green ribbons that extend from the Dragon symbolise blue sky and a sustainable environment, while the red ribbon is a silhouette of Lion Rock, which represents Hong Kong people’s “can-do” spirit.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either English, Traditional Chinese or Simplified Chinese is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size: 40mm
Iconography
  • The Brand Hong Kong signature comprises of three elements: • The Brand Hong Kong logotype @ The Brandline @ The Dragon symbol with extending ribbons graphic
  • All elements are set in fixed format and proportion. They are not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected. The Dragon symbol may be used on its own only in exceptional cases.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either English, Traditional Chinese or Simplified Chinese is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size 40mm
Layout And Composition
  • All elements are set in fixed format and proportion. They are not to be altered.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either English, Traditional Chinese or Simplified Chinese is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • The minimum clear space for the Brand Hong Kong signature is no less than 0.5X around the signature.
  • Always maintain more than the minimum clear space around the Brand Hong Kong signature to preserve its integrity.
  • To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
  • The Brand Hong Kong signature must always be applied thoughtfully, carefully and appropriately. The examples on this page illustrate incorrect use of the signature. @ Never flip the Dragon symbol in print. 8 Never place any other graphic device around the signature. 8 Never rearrange the colour gradation of the logo. C, Never change the typography in the signature. e Never reposition and resize the signature elements. @ Never distort the shape and proportion of the signature. @Never reproduce the signature on a complex background or a background that does not offer sufficient contrast. ©Creating an outline around the signature is not preferred.

2012

Brand Summary

Mission
  • To represent Hong Kong as ‘Asia’s World City’ through a vibrant, dynamic, and culturally symbolic visual identity that emphasizes its unique fusion of East meets West and its global stature.
Core Values
  • free
  • cosmopolitan
  • enterprising
  • secure
  • excellence
  • connected
  • innovative
  • diverse
  • quality living
  • dynamic
Target Audience
  • Global citizens, international businesses, tourists, and residents seeking a modern, energetic, and culturally rich urban environment.
Personality Traits
  • dynamic
  • vibrant
  • modern
  • diverse
  • energetic
  • innovative
  • connected
Visual Identity Overview
  • The visual identity centers on a stylized dragon symbol with multicolored, flowing ribbons, representing movement, energy, and Hong Kong’s cultural heritage. The color palette is bold and diverse, with signature elements including the logotype, brandline, and dragon graphic, all set in fixed proportions. The preferred backgrounds are white and black, with specific color and typography guidelines ensuring consistency and impact.

Categories

Brand Imagery
  • The Brand Hong Kong signature comprises of three elements: 0 The Brand Hong Kong logotype @The Brandline e The Dragon symbol with extending ribbons graphic All elements are set in fixed format and proportion. They a re not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected.
  • The Dragon symbol may be used on its own only in exceptional cases.
  • The Dragon symbol is a modernised interpretation of a Chinese mythical icon. It represents Hong Kong’s unique fusion of East meets West.
  • The blue and green ribbons that extend from the Dragon symbolise blue sky and a sustainable environment, while the red ribbon is a silhouette of Lion Rock, which represents Hong Kong people’s “can-do” spirit.
Color Palette

  • A.7 I Colour Palette

  • Dragon Colours

  • PMS485C

  • Process Colour lOOM lOOY
  • RGB Value R: 255 G: 0 B: O

  • PMS 254C

  • Process Colour 40C lOOM
  • RGB Value R: 152 G: 55 B: 142

  • PMS1235C

  • Process Colour 40M lOOY
  • RGB Value R: 227 G: 164 B: 19
  • Ribbon Colours
  • PMS Process Cyan CPMS 361CPMS 144C
    Process Colour lOOCProcess Colour 70C lOOYProcess Colour 55M lOOY
    RGB Value R: 43 G: 170 B: 225RGB Value R: 116 G: 173 B: 62RGB Value R: 248 G: 152 B: 56
Typography
  • Trade Gothic LH Extended
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§#ø¢%°&°!;:~–"/()[]<>+-÷=
  • Trade Gothic LH Bold Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • 1234567890 $¥£@®©™æ§#ø¢%°&°!;:~–"/()[]<>+-÷=
  • Trade Gothic LT Standard Light
  • ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
  • 1234567890 $¥£@®©™æ§
  • #ø¢%°&˛!;:~–"/()[]<>+-÷=
  • Trade Gothic LT Std Regular
  • Trade Gothic LT Std Bold No.2
  • #ø¢%°&°!;:~–"/()[]<>+-÷=
  • 正線體
  • 中黑體
  • 黑體
  • 粗黑體
  • 中文字體示範
  • Never change the typography in the signature.
Logo Usage
  • The Brand Hong Kong signature comprises of three elements: 1 The Brand Hong Kong logotype 2 The Brandline 3 The Dragon symbol with extending ribbons graphic All elements are set in fixed format and proportion. They are not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected.
  • The Dragon symbol may be used on its own only in exceptional cases.
  • Minimum Size Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either Chinese or English, is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size 40mm
  • The primary signature may also be used without the brandline if the brandline, “Asia’s world city”, appears elsewhere on the same surface, or if space is limited.
  • Minimum Size 30mm
  • Always maintain more than the minimum clear space around the Brand Hong Kong signature to preserve its integrity.
  • To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
  • The minimum clear space for the Brand Hong Kong signature is no less than O.5X around the signature.
  • Whenever possible, the logo should be reproduced in gradient colours on a solid colour background that offers sufficient contrast. To reproduce the full brightness of the signature colours, 4-colour printing is preferred.
  • The logo in solid colours may be used if gradient colour production is not possible.
  • The logo in single colour, red (Pantone 485C) or yellow (Pantone 1235C), may be used in situations where the full-colour signature blends in with the background or cannot be reproduced.
  • The logo in single colour, black, may be used only for black and white production, or in situations where the other single-colour versions and full-colour versions are not suitable.
  • The preferred background colours of Brand Hong Kong are white and black.
  • The single-colour logo, red (Pantone 485C/Ml00Yl00) and yellow (Pantone 1235C/M40Yl00), may be used on Brand Hong Kong signature background colours.
  • It is recommended to use the full-colour signature wherever possible. However, if it is not possible to use the full-colour signature or when the background colour does not offer sufficient contrast to show the entire logo clearly, the single-colour signature may be used.
  • When it is necessary to apply the single-colour signature, use the red logo in Pantone 485C/Ml00Yl00 on pale background colours.
  • When it is necessary to apply the single-colour signature, use the yellow logo in Pantone 1235C/M40Yl00 on dark backgrounds.
  • The Brand Hong Kong signature must always be applied thoughtfully, carefully and appropriately. The examples on this page illustrate incorrect use of the signature.
  • Never flip the Dragon symbol in print.
  • Never place any other graphic device around the signature.
  • Never rearrange the colour gradation of the logo.
  • Never change the typography in the signature.
  • Never reposition and resize the signature elements.
  • Never distort the shape and proportion of the signature.
  • Never reproduce the signature on a complex background or a background that does not offer sufficient contrast.
  • Creating an outline around the signature is not perferred.
  • Final decision on application of the BrandHK signature is subject to approval by the BrandHK Management Unit.
Visual Style
  • The Brand Hong Kong signature comprises of three elements: 0 The Brand Hong Kong logotype @The Brandline e The Dragon symbol with extending ribbons graphic All elements are set in fixed format and proportion. They a re not to be altered.
  • The Dragon symbol with extending ribbons graphic is a unique design that is copyright protected.
  • The Dragon symbol may be used on its own only in exceptional cases.
  • The Dragon symbol is a modernised interpretation of a Chinese mythical icon. It represents Hong Kong’s unique fusion of East meets West.
  • The blue and green ribbons that extend from the Dragon symbolise blue sky and a sustainable environment, while the red ribbon is a silhouette of Lion Rock, which represents Hong Kong people’s “can-do” spirit.
  • Whenever possible, use the primary version of the Brand Hong Kong signature as shown. The primary signature is the full colour Dragon with extending ribbons graphic, the logotype and brandline.
  • The single language version, either Chinese or English, is preferred for primary usage. The bilingual version may be used if the content is entirely bilingual.
  • Minimum Size HONG KONG 40mm
  • Minimum Size 40mm
  • The primary signature may also be used without the brandline if the brandline, “Asia’s world city”, appears elsewhere on the same surface, or if space is limited.
  • Minimum Size HONG 30mm
  • Minimum Size 30mm
  • Always maintain more than the minimum clear space around the Brand Hong Kong signature to preserve its integrity.
  • To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
  • The minimum clear space for the Brand Hong Kong signature is no less than O.5X around the signature.
  • Whenever possible, the logo should be reproduced in gradient colours on a solid colour background that offers sufficient contrast. To reproduce the full brightness of the signature colours, 4-colour printing is preferred.
  • The logo in solid colours may be used if gradient colour production is not possible.
  • The logo in single colour, red (Pantone 485C) or yellow (Pantone 1235C), may be used in situations where the full-colour signature blends in with the background or cannot be reproduced.
  • The logo in single colour, black, may be used only for black and white production, or in situations where the other single-colour versions and full-colour versions are not suitable.
  • The preferred background colours of Brand Hong Kong are white and black.
  • The single-colour logo, red (Pantone 485C/Ml00Yl00) and yellow (Pantone 1235C/M40Yl00), may be used on Brand Hong Kong signature background colours.
  • It is recommended to use the full-colour signature wherever possible. However, if it is not possible to use the full-colour signature or when the background colour does not offer sufficient contrast to show the entire logo clearly, the single-colour signature may be used.
  • When it is necessary to apply the single-colour signature, use the red logo in Pantone 485C/Ml00Yl00 on pale background colours.
  • When it is necessary to apply the single-colour signature, use the yellow logo in Pantone 1235C/M40Yl00 on dark backgrounds.
  • The Brand Hong Kong signature must always be applied thoughtfully, carefully and appropriately. The examples on this page illustrate incorrect use of the signature.
  • Never flip the Dragon symbol in print.
  • Never place any other graphic device around the signature.
  • Never rearrange the colour gradation of the logo.
  • Never change the typography in the signature.
  • Never reposition and resize the signature elements.
  • Never distort the shape and proportion of the signature.
  • Never reproduce the signature on a complex background or a background that does not offer sufficient contrast.
  • Creating an outline around the signature is not perferred.
  • Final decision on application of the BrandHK signature is subject to approval by the BrandHK Management Unit.
  • Dragon Colours PMS485C Process Colour lOOM lOOY RGB Value R: 255 G: 0 B: O
  • PMS 254C Process Colour 40C lOOM RGB Value R: 152 G: 55 B: 142
  • PMS1235C Process Colour 40M lOOY RGB Value R: 227 G: 164 B: 19
  • PMS Process Cyan C Process Colour lOOC RGB Value R: 43 G: 170 B: 225
  • PMS 361C Process Colour 70C lOOY RGB Value R: 116 G: 173 B: 62
  • PMS 144C Process Colour 55M lOOY RGB Value R: 248 G: 152 B: 56
  • Trade Gothic LH Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§#ø¢%°&°!;:~–"/()[]<>+-÷=
  • Trade Gothic LH Bold Extended ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§#ø¢%°&°!;:~–"/()[]<>+-÷=
  • Trade Gothic LT Standard Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§ #ø¢%°&˛!;:~–"/()[]<>+-÷=
  • Trade Gothic LT Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§ #ø¢%°&˛!;:~–"/()[]<>+-÷=
  • Trade Gothic LT Std Bold No.2 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 $¥£@®©™æ§ #ø¢%°&°!;:~–"/()[]<>+-÷=
  • 正線體 中黑體 黑體 粗黑體 中文字體示範 中文字體示範 中文字體示範 中文字體示範
  • There are specific colour combinations for the Brand Hong Kong logotype and brandline. 0 Black and White 8 Red (Pantone 485C) and Black 8 Red (Pantone 485C) and White 0 All Red (Pantone 485C) e All Yellow (Pantone 1235C)
Iconography
  • Icons Graphic
  • Icons Graphic -Adaptations
  • @ Booklet
  • Outdoor Billboards
  • Tattoos
Layout And Composition
  • All elements are set in fixed format and proportion. They are not to be altered.
  • Always maintain more than the minimum clear space around the Brand Hong Kong signature to preserve its integrity.
  • To maintain visual clarity and to provide maximum impact, the signature must never appear to be linked to or crowded by copy, photographs or graphic elements.
  • The minimum clear space for the Brand Hong Kong signature is no less than O.5X around the signature.
  • The Brand Hong Kong signature must always be applied thoughtfully, carefully and appropriately. The examples on this page illustrate incorrect use of the signature.
  • Never flip the Dragon symbol in print.
  • Never place any other graphic device around the signature.
  • Never rearrange the colour gradation of the logo.
  • Never change the typography in the signature.
  • Never reposition and resize the signature elements.
  • Never distort the shape and proportion of the signature.
  • Never reproduce the signature on a complex background or a background that does not offer sufficient contrast.
  • Creating an outline around the signature is not perferred.
Brand Values
  • FREE COSMOPOLITAN ENTERPRISING SECURE EXCELLENCE CONNECTED INNOVATIVE DIVERSE QUALITY LIVING DYNAMIC
🐛 Report