Kuala Lumpur

Official Websites

• https://www.brandkl.com
• https://www.warisankl.my
• https://www.dbkl.gov.my/en
• http://www.dbkl.gov.my

Brand Guidelines

2016

Brand Summary

Mission

• To position Kuala Lumpur as the top-of-mind destination for exciting and diverse urban experiences, delivered through world-class infrastructure and services, differentiating the city from other major cities in the region and providing a platform for consistent communication and recognisable brand ownership in marketing materials [^1].

Core Values

• excitement
• surprise
• enticement
• contrasts
• diversity

Target Audience

• Visitors seeking a variety of attractions including culture, heritage, shopping, entertainment, nature, adventure, luxury travel, sports, business, medical, wellness, and education, with an emphasis on both tourists and competitive business travelers [^2].

Personality Traits

• exciting
• surprising
• enticing

Visual Identity Overview

• The visual identity features a mix of historic and modern architectural imagery, metallic and chrome-style typography, a contemporary and elegant style, and a color palette emphasizing metallic silvers, blues, and contrasting backgrounds. The brandmark and logo usage are strictly regulated for consistency, with clear space and proportional resizing rules, and the primary typeface is TitilliumText22L, supported by Roboto for body text [^3].

Categories

Brand Imagery

• Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Pink area.
• Pink indicates Clear Space. The pink area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the lowercase letters, known as the ‘cap-height’. The width is equal to the height.)
• To ensure your brandmark is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, modify any part of the brand.
• Do not resize or change the position of the brandmark.
• Do not use any other font, no matter how close it might look to TitilliumText22L (250wt)
• Do not use squish or squash the logo. Any resizing must be in proportion.

Color Palette

• PROCESS CO MO YO K100 SCREEN R35 G31 B32 WEB HTML#231f20
• PROCESS C24 MO YO K38 SCREEN R127 G158 B173 WEB HTML #7F9EAD

Typography

• TitilliumText22L (250wt) is the primary font used for the logotype/logo wording.
• It can also be used as the standard when stronger emphasis is needed, such as in: stationery, website design, brochures and all forms of general correspondance.
• The first font styles used for the logo is TitilliumText22L family.
• The TitilliumText22L family consists of 6 typeface widths: Thin, Light, Regular, Semibold, Bold and Black. each sets comes with Italic characters as well.
• The huge variety of font weights and widths will ensure immenense flexibility, and consistency for the future growth of the KUALA LUMPUR identity.
• The TitilliumText22L is used to highlight the tag-line. ’exciting ■ surprising ■ enticing’
• Matura MT Script Capitals is used to highlight the positioning line. ‘A City of Contrasts & Diversity’
• Roboto family is to be used for all other forms of standard body text, ranging from: stationery, website design, brochures and all forms of general correspondance.
• The Roboto family consists of 4 typeface widths: Condensed, Light, Ragular and Bold
• Do not use any other font, no matter how close it might look to TitilliumText22L (250wt)

Logo Usage

• Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Pink area.
• Pink indicates Clear Space. The pink area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the lowercase letters, known as the ‘cap-height’. The width is equal to the height.)
• TitilliumText22L (250wt) is the primary font used for the logotype/logo wording.
• Do not change, alter, modify any part of the brand.
• Do not resize or change the position of the brandmark.
• Do not use any other font, no matter how close it might look to TitilliumText22L (250wt)
• Do not use squish or squash the logo. Any resizing must be in proportion.
• PROCESS CO MO YO K100 SCREEN R35 G31 B32 WEB HTML#231f20
• PROCESS C24 MO YO K38 SCREEN R127 G158 B173 WEB HTML #7F9EAD

Tone And Messaging

• KUALA LUMPUR exciting ■ surprising • enticing
• A City of Contrasts & Diversity
• KUALA LUMPUR menarik • menakjubkan • menawan Penuh Kontras & Variasi

Brand Values

• To deliver KL’s vision to be the top-of-mind destination for exciting and diverse urban experiences, delivered through world-class infrastructure and services, KL needs a World-class positioning – a positioning that reflects the KL Brand and its core values, unique attributes and combined into a distinct visitor promise.
• A Brand positioning for KL will streamline the task of marketing the city to increase tourist arrivals and as a competitive business destination. It will provide a platform for consistency in communication. A visual identity to support the branding will create a recognisable brand ownership in communication materials.
• KUALA LUMPUR menarik, menakjubkan , menawan 3enuh _ontras &, /ariasi
• KUALA LUMPUR exciting ■ surprising • enticing Citg of Contrasts & iversitg
• KUALA LUMPUR menarik • menakjubkan • menawan Penuh Kontras & Variasi
• KUALA LUMPUR exciting • surprising • enticing A City of Contrasts & Diversity

Visual Style

• Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Pink area.
• Pink indicates Clear Space. The pink area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the lowercase letters, known as the ‘cap-height’. The width is equal to the height.)
• TitilliumText22L (250wt) is the primary font used for the logotype/logo wording.
• It can also be used as the standard when stronger emphasis is needed, such as in: stationery, website design, brochures and all forms of general correspondance.
• The first font styles used for the logo is TitilliumText22L family.
• The TitilliumText22L family consists of 6 typeface widths: Thin, Light, Regular, Semibold, Bold and Black. each sets comes with Italic characters as well.
• The huge variety of font weights and widths will ensure immenense flexibility, and consistency for the future growth of the KUALA LUMPUR identity.
• The TitilliumText22L is used to highlight the tag-line. ’exciting ■ surprising ■ enticing’
• Matura MT Script Capitals is used to highlight the positioning line. ‘A City of Contrasts & Diversity’
• Roboto family is to be used for all other forms of standard body text, ranging from: stationery, website design, brochures and all forms of general correspondance.
• The Roboto family consists of 4 typeface widths: Condensed, Light, Ragular and Bold
• PROCESS CO MO YO K100 SCREEN R35 G31 B32 WEB HTML#231f20
• PROCESS C24 MO YO K38 SCREEN R127 G158 B173 WEB HTML #7F9EAD
• To ensure your brandmark is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, modify any part of the brand.
• Do not resize or change the position of the brandmark.
• Do not use any other font, no matter how close it might look to TitilliumText22L (250wt)
• Do not use squish or squash the logo. Any resizing must be in proportion.
• 160mm KUALA LUMPUR exciting • surprising ■ enticing
• 130mm KUALA LUMPUR exciting • surprising • enticing
• 80mm KUALA LUMPUR exciting • surprising • enticing Citg of Contrasts & iversitg
• 30mm KUALA LUMPUR exciting • surprising • enticing A Citg of Contrasts & iversitg

Layout And Composition

• Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Pink area.
• Pink indicates Clear Space. The pink area must be kept free of all other graphical and visual elements.
• The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the lowercase letters, known as the ‘cap-height’. The width is equal to the height.)
• Do not resize or change the position of the brandmark.
• Do not use squish or squash the logo. Any resizing must be in proportion.
• 160mm KUALA LUMPUR exciting • surprising ■ enticing
• 130mm KUALA LUMPUR exciting • surprising • enticing
• 80mm KUALA LUMPUR exciting • surprising • enticing Citg of Contrasts & iversitg
• 30mm KUALA LUMPUR exciting • surprising • enticing A Citg of Contrasts & iversitg
• MINIMUM SIZE

Additional Properties