Corporate Identity Basic Guidline

Thailand Creative & Design Center

Corporate Identity Basic Guidline

CORPORATE IDENTITY APPLICATIONS

1.1 IDENTITY ELEMENTS 2.1 STATIONERY SYSTEM

1.1.1 Developed Logo 2.1.1 Business Card
1.1.2 Official Signature 2.1.2 Letterhead
1.1.3 Consumer Signature 2.1.3 Envelope A4
1.1.4 Single-line Version 2.1.4 Envelope A5
2.1.5 Envelope Standard
1.2 LOGO MINIMUM SIZE 2.1.6 Memo A5
- Full color
1.3 CLEAR SPACE SPECIFICATIONS - One color
1.3.1 Minimum area of clear space 2.1.7 Folder
1.3.2 Preferred area of clear space 2.1.8 Rubber stamp

1.4 LOGO COLOR 2.2 CARDS

1.4.1 Official Signature 2.2.1 Access Card
1.4.2 Consumer Signature 2.2.2 ID Card

1.5 LOGO USAGE 2.3 PACKAGING

1.5.1 Proportion and Composition 2.3.1 Shopping Bags
1.5.2 Position and Style
1.5.3 Background

1.6 CORPORATE COLOR

1.6.1 Official Signature
1.6.2 Consumer Signature
1.6.3 Color combination Samples

1.7 CORPORATE TYPEFACES

1.7.1 English Fonts
1.7.2 Thai Fonts
1.7.3 Electronic Communications

1.8 GRAPHIC PROPERTIES

CORPORATE IDENTITY

1.1 IDENTITY ELEMENTS

1.1.1 Developed Logo
1.1.2 Official Signature
1.1.3 Consumer Signature
1.1.4 Single-line Version

1.2 LOGO MINIMUM SIZE

1.3 CLEAR SPACE SPECIFICATIONS

1.3.1 Minimum area of clear space
1.3.2 Preferred area of clear space

1.4 LOGO COLOR

1.4.1 Official Signature
1.4.2 Consumer Signature

1.5 LOGO USAGE

1.5.1 Proportion and Composition
1.5.2 Position and Style
1.5.3 Background

1.6 CORPORATE COLOR

1.6.1 Official Signature
1.6.2 Consumer Signature

1.7 CORPORATE TYPEFACES

1.7.1 English Fonts
1.7.2 Thai Fonts
1.7.3 Electronic Communications

1.8 GRAPHIC PROPERTIES

1.1 IDENTITY ELEMENTS
 IDENTITY ELEMENTS

CONCEPT

The logo is a key element in our visual identity.

The TCDC logo has been developed specially
to promote strategic information and its use
and to reinforce our brand and image. The logo
features the prominent use of a “Khanom”.

1.1.1 DEVELOPED LOGO

Khanom is a name given to countless sweet or savory Thai “dumplings”, imaginatively “invented”
and made for generations by hand, from locally found ingredients. Khanom comes in hundreds of
shapes, styles and flavors and is made from a myriad of ingredients. It is a strong and simple icon
relating our Thai value creation to the natural use of raw materials.
The Thailand Creative & Design Center has adopted the Khanom as its symbol because it succinctly
describes the goals of the organization. That is, “ To develop and promote human imagination
and creativity to create new products of usefulness, beauty and value by utilizing inherent
skills and local resources.”
 IDENTITY ELEMENTS

1.1.1.a LOGO FUNCTION

The main function of the logo is to identify and build

a brand of TCDC. The logo also contributes greatly
to the public's awareness of the Thailand Creative and
Design Center. That is to say, the logo must always
be portrayed consistently. Use the logo with respect

1.1.1 DEVELOPED LOGO and creativity - the following corporate identity guide-
lines will show you how to make use of it.

This identity lies at the heart of our marketing efforts, informing people that TCDC stands for Thailand
Creative & DesignCenter. It is the primary visual expression of character and attitude of our organization.
This identity will be applied in two different signature versions:

Official Signature
Consumer Signature
 IDENTITY ELEMENTS

The first signature comprises two elements: the

abbreviation ‘TCDC’ and the image of Khanom.
The proportion between the two elements should
never be altered in any way.

1.1.2 OFFICIAL SIGNATURE

5.0X

3.5X

13X X

Applications for Official Signature

Business Card, Letterhead, Envelope, etc
( see Stationery System 2.1 )
 IDENTITY ELEMENTS

Consumer signature also comprises two elements:

the abbreviation ‘TCDC’ and the graphic illustration
of Kanom form. The proportion between the two
elements should never be altered in any way.

1.1.3 CONSUMER SIGNATURE

5.0X

3.5X

13X X

Applications for Consumer Signature

Member card, ticket, shopping bag, ID card
publications, collateral materials.
( see Applications 2.1 )
 IDENTITY ELEMENTS

The second signature is the strapline of our full name

‘Thailand Creative & Design Center’ in our corporate
font - Avenir Heavy. This version is applied in the
initial branding stage.
The proportion between the elements should never
be altered in any way.

1.1.4 SINGLE-LINE VERSION

Avenir Heavy
Letter Spacing 25

Thailand Creative & Design Center

1.2 LOGO MINIMUM SIZE
 LOGO MINIMUM SIZE

This page shows the minimum size of logo that is

allowed. In exceptional circumstances where the
logo needs to be reproduced smaller than the
minimum, you should run reproduction tests to
ensure that legibility will not be compromised.

1.2 LOGO MINIMUM SIZE

Official Signature

15mm

Consumer Signature

15mm

Thailand Creative & Design Center Single-line Version

Avenir Heavy
Size = 5 pt
Tracking = 25
1.3 CLEAR SPACE
SPECIFICATIONS
 CLEAR SPACE SPECIFICATIONS

To ensure that the logo will be seen clearly at all

times and retain a powerful visual impact, it should
not be obscured by any other visual elements such
as types and images. It therefore needs to be placed
inside an area of blank or white space to maintain
maximum impact. If possible, even more space
should be left around the logo.

1.3.1 MINIMUM AREA OF CLEAR SPACE

3.5 X

5.0X

3.5X

13X X

Minimum area of clear space is determined

by the height of TCDC alphabet.

T-height
 CLEAR SPACE SPECIFICATIONS

The preferred area of clear space that shown below

is determined by the height of TCDC alphabet. If
possible, more space should be left around.
More clear space around the TCDC logo will help its
legibility and enhance its visual impact.

1.3.2 PREFERRED AREA OF CLEAR SPACE

7.0 X

5.0X

3.5X

13X X

Preferred area of clear space

1.4 LOGO COLOR
 LOGO COLOR USAGE

The full-color TCDC logo is the official version. Use it

appropriately with any media and content. It can be
produced in either special color ( from Pantone., Inc )
or in the four-color printing process.

1.4.1.a CMYK + 1 PANTONE VERSION

This version of the logo may be used on official

1.4.1 OFFICIAL SIGNATURE [ A ] publications and materials. For example, TCDC

stationery, TCDC annual report.

Pantone 432 C CMYK

 LOGO COLOR USAGE

1.4.1.b CMYK VERSION

1.4.1 OFFICIAL SIGNATURE [ B ] This version of the logo may be used on four-color
printing publications.

BLK 80 % CMYK
 LOGO COLOR USAGE

1.4.1.c GRAYSCALE VERSION

1.4.1 OFFICIAL SIGNATURE [ C ] This version of the logo may be used on black & white
publications, as long as it remains clearly visible.

BLK 80 % GRAY TONE

 LOGO COLOR USAGE

1.4.2.a ANY COLOR VERSION

The consumer signature can be ANY COLOR as

long as its color combinations can establish and
strengthen the TCDC visual impact ( see the sample
at Corporate Color 1.6.2 ).
This version of the logo may be used on non-premium

1.4.2 CONSUMER SIGNATURE [ A ] publications and materials, for example, shopping

bag, folder, access card.

ANY COLOR
 LOGO COLOR USAGE

1.4.2.b BLACK AND WHITE VERSION

This version of the logo may be used in specific cases

1.4.2 CONSUMER SIGNATURE [ B ] such as the use on color background, the use for
rubber stamp,Powerpoint presentation, etc.

BLK 100 %

REVERSE VERSION

The one-color reversed black version can be used on

black and white layouts where color is not available.
It is suitable for using on a black background.
1.5 LOGO USAGE
 LOGO USAGE

This section focuses on the incorrect logo usage.

It is separated into 3 main styles : proportion &
composition, position & style, and background.
Our logo is the most important visual statement.
It is essential not to alter in any case.

1.5.1 PROPORTION & COMPOSITION

Don’ts

THAILAND CREATIVE AND DESIGN CENTER

Do not put the strapline of full name Do not alter the size of any of
under the logo. the elements in the signature.

Lorem ipsum adore ler amet,

sinar der kaluro. See diam
be to ritakene yasu tincden
naricsik sepoit kunta yinsee
Potier vebensi unna simiter

Do not invade the clear space of the Do not alter the composition of any
signature. of the elements in the signature.
 LOGO USAGE

1.5.2 POSITON & STYLE Don’ts

TCDC
Do not put the signature at an angle. Do not reset the logotype.

TCDC

Do not create or reset an outline Do not create an outline version of

version of the logo type. the signature.
 LOGO USAGE

Here is a summary of dos and don’ts when using

official and consumer signature on various
backgrounds.

1.5.3.a OFFICIAL SIGNATUERE

When this signature is put on an image, the logo

should remain in preferred white space (see 1.3.2 )
The logo works best on white and very light color
background. It must never appear on gradient or
multi-colored texture backgrounds or over images
1.5.3 BACKGROUND [ A ]
(unless surrounded by blank space, as shown)

Dos Don’ts

Place the logo with white spa.ce on Don’t put the logo on any images..
any images.

Place the logo with white space on Don’t put the logo on dark background.
dark backgroun.d.

Put the logo on very light background. Don’t put the logo on gradient or
multi-color texture background.
 LOGO USAGE

1.5.3.b. CONSUMER SIGNATURE

This signature is more flexible with different back-

grounds. It can be applied either on image or dark
background as long as it is not interfered.
It must never appear on gradient or multi-colored
texture backgrounds. Use the color chart ( see 1.4.2 )

1.5.3 BACKGROUND [ B ]
as a guide for the color combination between logo
and background.

Dos Don’t

Place the logo on any images. Do not apply the logo color that is
similar to the tone of the image.

The logo should be distinguishable from Do not apply the logo color that is
the background. similar to the background color.

Put the logo on one-color background. Do not put the logo on gradient background.
1.6 CORPORATE COLOR
 CORPORATE COLOR

For our visual identity system to be easily recognized

and maintain a strong image, its use of colours should
be consistent and specific. We will use variations of
our TCDC green and grey, along with black, white
and red to establish a pronounced ‘mood and tone’
for our communications.

1.6.1.a PRIMARY COLORS

1.6.1 OFFICIAL COLORS [ A ]

C 23 C 13
M 2 M 0
Y 0 Y 100
K 77 K 33

Pantone 432 C Pantone 391 C

Index: #333333 Index: #999900

C 0 C 65
M 100 M 0
Y 81 Y 100
K 4 K 42

Pantone 186 C Pantone 364C

Index: #FF0000 Index: #336600

C 0 C 0
M 0 M 0
Y 0 Y 0
K 0 K 100

Index: #FFFFFF Index: #0000000

 CORPORATE COLOR

1.6.1.b SECONDARY COLORS

1.6.1 OFFICIAL COLORS [ B ] The secondary colors set helps in expanding color
variations on our corporate design materials.

C 0 C 0 C 0
M 0 M 0 M 0
Y 0 Y 0 Y 0
K 80 K 50 K 20

Index: #333333 Index: #666666 Index: #CCCCCC

C 20 C 0
M 0 M 50
Y 85 Y 100
K 0 K 0

Pantone 389C Pantone 144 C

Index: #CCFF33 Index: #FF6600

C 0 C 12
M 0 M 22
Y 100 Y 43
K 0 K 0

Pantone Process Yellow C Pantone 466 C

Index: #FFFF00 Index: #999900
 CORPORATE COLOR

Consumer signature color can be ANY COLOR

that create and strengthen TCDC’s visual identity.

1.6.2 CONSUMER COLORS The variations of these samples are easily used. The
following page will show the color combination.

COLOR SAMPLES
 CORPORATE COLOR

1.6.3 COLOR COMBINATION SAMPLES

HARMONY COMBINATION CONTRAST COMBINATION

1.7 CORPORATE
TYPEFACE
 CORPORATE TYPEFACES

It is neccesary to keep the typeface controled and

consistent. This helps strengthen our identity and
our style. Our typography sends a message about
our brand.

1.7.1.a PRIMARY ENGLISH FONT

Our primary English font is Avenir. It provides a clean

and timeless modern style. Various weights can be

1.7.1 ENGLISH FONTS [ A ] used for headings to create style but it should be
consistent in each publication. Use Light and Book
for body copy. If consistently used, this will create
a familiar visual style for the TCDC.

Avenir Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Avenir Light Italic Avenir Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Avenir Book Avenir Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Avenir Book Italic Avenir Heavy Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Avenir Roman Avenir Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Avenir Roman Italic Avenir Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890 abcdefghijklmnopqrstuvwxyz1234567890
 CORPORATE TYPEFACES

1.7.1.b SECONDARY ENGLISH FONT

Garamond has been chosen to provide a contrast

to clean modern look of Avenir. It is ideal as an
alternative to Avenir for body copy in collateral
materials, i.e. the annual reports, brochures, leaflets.
Garamond is not used in any of our stationery.

1.7.1 ENGLISH FONTS [ B ]

Garamond Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Garamond Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
a bcdefgh i jk l mn o p q r st uv wx yz1234567890

Garamond Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ
a bcdefgh i jk l mn o p q r st uv wx yz1234567890

Garamond Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
a bcdefgh i jk l mn o p q r st uv wx yz1234567890

Garamond Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijk lmnopqrstuvwx yz1234567890

Garamond Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
 CORPORATE TYPEFACES

1.7.1.a KITTITHADA FAMILY

We have two official Thai fonts – Kittithada and

DB Thai Text. Kittithada family provides a clean and
timeless modern style. It is an ideal for headings
and body copy. Use Light or Roman for headings.
If consistently used, this will create a familiar visual
style for the TCDC.

1.7.2 THAI FONTS [ A ]

Kittithada Light

°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ
1234567890
Kittithada Roman

°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ
1234567890
Kittithada Light Italic
°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ
Kittithada Medium
°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ

Kittithada Roman Italic

°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ
Kittithada Thin
°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªºΩæø¿¡¬√≈«»… ÀÃÕŒ
 CORPORATE TYPEFACES

1.7.2.b DB THAI TEXT

DB Thai Text has been chosen to provide a contrast

to clean modern look of Kittithada. It is ideal as an
alternative to Kittithada for body copy in collateral
materials, i.e. the annual reports, brochures and leaflets.
DB Thai Text is not used in any of our stationery.

1.7.2 THAI FONTS [ B ]

DB Thai Text Regular

°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªººæø¿¡¬√≈«»… ÀÃÕŒ
1234567890

DB Thai Text Bold

°¢£•§¶ß®©™´¨≠ÆØ∞≤≥¥µ∂
∑∏π∫ªººæø¿¡¬√≈«»… ÀÃÕŒ
1234567890
 CORPORATE TYPEFACES

1.7.3.a ENGLISH FONT

For electronic communications, i.e. internally produced

documents, text of letters, faxes, memos, and e-mails,
use Arial for san-serif option and Times New Roman
for serif option.

1.7.3 ELECTRONIC COMMUNICATIONS [ A ]

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Arial Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890

Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890

Arial Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890
 CORPORATE TYPEFACES

1.7.3.b. THAI FONT

Our Thai font is Cordia. Various weight can be used.

1.7.3 ELECTRONIC COMMUNICATIONS [ C ]

Cordia UPC
1.8 GRAPHIC PROPERTIES
 GRAPHIC PROPERTIES

Khanom is our main signature which is simplified into

graphic elements in order to be more practical in
usage. Cropping parts of this Khanom logo is another
way to create the value and aesthetic of its shape and
meaning. It also builds the visibility and recognition of
the TCDC brand.

1.8.1 CORRECT CROPPING

The proper way to crop the Khanom logo is on the

top left of the image. This way keeps and remains the
1.8 GRAPHIC PROPERTIES [ A ] aesthetic of ‘its shape and form’.
( Appplication 2.2, 2.3 )

Dos
 GRAPHIC PROPERTIES

1.8.2 INCORRECT CROPPING

Cropping in the right and bottom part of the Khanom

logo is not recommended. This way does not reflect
the aesthetic of shape and form of the logo.

1.8 GRAPHIC PROPERTIES [ 2 ]

Don’ts
APPLICATIONS

2.1 STATIONERY SYSTEM

2.1.1 Business Card
2.1.2 Letterhead
2.1.3 Envelope A4
2.1.4 Envelope A5
2.1.5 Envelope Standard
2.1.6 Memo A5
- Full color
- One color
2.1.7 Folder
2.1.8 Rubber stamp

2.2 CARDS
2.2.1 Access Card
2.2.2 ID Card

2.3 PACKAGING
2.3.1 Shopping Bags
2.1 STATIONERY SYSTEM
 STATIONERY SYSTEM

Our stationery system should be consistent as the rest

of our applications. All rules regarding our corporate
typefaces and logos must be applied to our stationery.
The official signature is used on main corporate

2.1.1 BUSINESS CARD stationery : business card, letterhead, envelope,

signage system.

1.5 cm

All texts are typed 5.5 cm

in Pantone 432 C.

Avenir Heavy 7 pt
letter Spacing 25

Thailand Creative
r & Design Center
Avenir Book 6.5 pt A Division of OKM
M e of the Prime Minister
letter Spacing 25 5.1 cm

9 cm

Align the logo, TCDC full name

to the center.

1 cm 1 cm

0.9 cm DB Thai Text Reg 12.5 pt

°‘µµ‘√—µπå ªîµ‘æ“π‘™ letter Spacing 10
0.35 cm Kittiratana Pitipanich Avenir Heavy 7 pt
0.35 cm Design Advisory Department Director letter Spacing 10

0.9 cm
Office of the Prime Minister Avenir Medium 7 pt
Government House letter Spacing 10
Dusit, Bangkok 10300 Thailand

Business Office: Avenir Heavy 7 pt

24th Fl. Emporium Tower, 622 Sukhumvit 24 letter Spacing 10
Bangkok 10110 Thailand
Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 Avenir Roman 7 pt
Email: [email protected] www.tcdc.or.th letter Spacing 10
0.6 cm

All texts are white on

Background color
Paper Specification : Marchmallow 232 gsm Pantone 432 C.
 STATIONERY SYSTEM

2.1.2 LETTERHEAD - A4 Our letterhead uses A4 standard size (21 x 29.7 cm).
Typed or written text should be placed inside blue area.

21.0 cm

2.0 cm

1.8 cm

4.5 cm Pantone 432 C or

CMYK Process

29.7 cm

Thailand Creative & Design Center

th
Business Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th
1.8 cm

2.0 cm
Avenir Heavy 8 pt Avenir Book 7.5 pt Pantone 432 C or
Letter Spacing 25 Letter Spacing 0 CMYK Process

Paper Specification : Pound Paper White 100 gsm SCALE 50 : 100

 STATIONERY SYSTEM

2.1.3 ENVELOPE - A4 ( 32.2 x 22.8 cm )

Pantone 432 C or
CMYK Process
3.6 cm.

4.4 cm.

Thailand Creative & Design Center

Business Office: 24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th

1.03 cm.

1.30 cm.

Avenir Heavy 8pt Avenir Book 8pt Pantone 432 C or

Letter Spacing 25 Letter Spacing 0 CMYK Process

Paper Specification : Pound Paper White 100 gsm SCALE 50 : 100

 STATIONERY SYSTEM

2.1.4 ENVELOPE - A5 ( 25.5x 18.0 cm )

Pantone 432 C or
CMYK Process 2.0 cm

1.5 cm

Thailand Creative & Design Center

th
Business Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th

1.03 cm

1.2 cm

Avenir Heavy 8 pt Avenir Book 8 pt Pantone 432 C or

Letter Spacing 25 Letter Spacing 25 CMYK Process

Paper Specification : Pound Paper White 100 gsm SCALE 60 : 100

 STATIONERY SYSTEM

2.1.5 ENVELOPE STANDARD ( 22.2 x 11.0 cm )

Pantone 432 C or
CMYK Process

1.7 cm

1.0 cm

Thailand Creative & Design Center

th
Business Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th

1.5 cm 1.5 cm
Avenir Heavy 8 pt Avenir Book 8 pt Pantone 432 C or
Letter Spacing 25 Letter Spacing 25 CMYK Process

Paper Specification : Pound Paper White 100 gsm SCALE 60 : 100

 STATIONERY SYSTEM

2.1.6 MEMO A5: FULL COLOR

Pantone 432 C or 1.2 cm
CMYK Process

1.0 cm

14.85 cm

Avenir Heavy 7.5 pt

Letter Spacing 25

Avenir Book 7 pt
Thailand Creative & Design Center
Letter Spacing 3 24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670
1.2 cm

1.2 cm
21.0 cm

Pantone 432 C or
CMYK Process

Paper Specification : Pound Paper White 100 gsm SCALE 60 : 100

 STATIONERY SYSTEM

2.1.6 MEMO A5: ONE COLOR

Pantone 432 C 1.2 cm

1.0 cm

14.85 cm

Avenir Heavy 7.5 pt

Letter Spacing 25

Avenir Book 7 pt
Thailand Creative & Design Center
Letter Spacing 3 24th Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670
1.2 cm

1.2 cm
21.0 cm

Pantone 432 C

Paper Specification : Pound Paper White 100 gsm SCALE 60 : 100

 STATIONERY SYSTEM

2.1.7 FOLDER : GREEN ( 22 x 32 cm )

22 cm 1.2 cm 22 cm

Thailand Creative & Design Center

32 cm

Thailand Creative & Design Center

th
Business Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th

Avenir Heavy 9 pt Avenir Roman 8.7 pt

Letter Spacing 25 Letter Spacing 0
Pantone 364 C Pantone 391 C

Paper Specification : Art Paper 310 gsm

SCALE 30 : 100
 STATIONERY SYSTEM

2.1.7 FOLDER : ORANGE ( 22 x 32 cm )

22 cm 22 cm

32 cm

Thailand Creative & Design Center

th
Business Office: 24 Fl. Emporium Tower, 622 Sukhumvit 24, Bangkok,10110 Thailand Tel: (66) 2 664 7667 Fax: (66) 2 664 7670 www.tcdc.or.th

Avenir Heavy 9 pt Avenir Roman 8.7 pt

Letter Spacing 25 Letter Spacing 0
Pantone 130 C Pantone 108 C

Paper Specification : Art Paper 310 gsm

SCALE 30 : 100
 STATIONERY SYSTEM

2.1.8 RUBBER STAMP

0.8 cm

5.5 cm

0.45 cm

3.5 cm

Thailand Creative & Design Center

0.2 cm

0.35 cm
2.2 CARDS
 CARD

Access Card has 5 catagories.Each catagory

is defined by duo colors combination.
Black Card - Exclusive
Silver Card - Corporate
Green Card - General
Orange Card - Group Visitor
2.2.1 ACCESS CARD : EXCLUSIVE CARD Yellow Card - One-Day Pass

1.35 cm

8.5 cm

Text varies
JOHN DOE
3011 01 00000327
VALID 11.05 EXP 11.06

0.6 cm

0.5 cm
5.4 cm

front

Matallic background on TCDC side.

Percentage to be determined

Pantone BLK 100 % Pantone

8603 C 186 C
 CARD

2.2.1 ACCESS CARD : SILVER CARD

1.35 cm

8.5 cm

Arial Regular 8 pt

Arial Regular 8 pt
Kerning 50
Arial Regular 4 pt
Kerning 50 0.6 cm

0.5 cm

Arial Regular 7 pt 5.4 cm

Kerning 50

Avenir Roman 4.5 pt

Leading 6 pt
Letterspacing 0
DB Thai Text Bold 6.5 pt
Leading 6 pt
Letterspacing 0

Avenir Heavy 4 pt
Letterspacing 25
Avenir Book 4 pt
Letterspacing 25

Pantone 877 C Pantone 432 C

 CARD

2.2.1 ACCESS CARD : CORPORATE CARD

1.35 cm

8.5 cm

Arial Regular 8 pt

Arial Regular 8 pt
Kerning 50
Arial Regular 4 pt
Kerning 50 0.6 cm

0.5 cm

Arial Regular 7 pt 5.4 cm

Kerning 50
front

Code 39

Arial Regular 10 pt
Avenir Roman 4.5 pt
Leading 6 pt
Letterspacing 0
DB Thai Text Bold 6.5 pt
Leading 6 pt
Letterspacing 0

Avenir Heavy 4 pt
Letterspacing 25
Avenir Book 4 pt
Letterspacing 25

Pantone 391 C Pantone 364 C

 CARD

2.2.1 ACCESS CARD : GROUP VISITOR

1.35 cm

8.5 cm

Avenir Roman 10 pt
Letterspacing 10
Group Visitor

0.6 cm

0.5 cm
5.4 cm

Avenir Roman 4.5 pt

Leading 6 pt
Letterspacing 0
DB Thai Text Bold 6.5 pt
Leading 6 pt
Letterspacing 0

Avenir Heavy 4 pt
Letterspacing 25
Avenir Book 4 pt
Letterspacing 25

Pantone 137 C Pantone 158 C

 CARD

2.2.1 ACCESS CARD : DESIGN ADVISORY GROUP

1.35 cm

Pantone 226 C 80%

8.5 cm

Avenir Roman 10 pt
Letterspacing 10

0.6 cm

0.5 cm
5.4 cm

Avenir Roman 4.5 pt

Leading 6 pt
Letterspacing 0
DB Thai Text Bold 6.5 pt
Leading 6 pt
Letterspacing 0

Avenir Heavy 4 pt
Letterspacing 25
Avenir Book 4 pt
Letterspacing 25

Pantone 228 C Pantone 226 C

 CARD

2.2.1 ACCESS CARD : ONE-DAY PASS

1.35 cm

8.5 cm

Avenir Roman 10 pt
Letterspacing 10
One-Day Pass

0.6 cm

0.5 cm
5.4 cm

Avenir Roman 4.5 pt

Leading 6 pt
Letterspacing 0
DB Thai Text Bold 6.5 pt
Leading 6 pt
Letterspacing 0

Avenir Heavy 4 pt
Letterspacing 25
Avenir Book 4 pt
Letterspacing 25

Pantone 130 C Pantone 108 C

2.3 PACKAGING
 PACKAGING

The consumer signature is used on all shopping

bags. The crop of graphic property is applied to the
design. Six different sizes are identified by different
color combination.

2.3.1 SHOPPING BAG [ A ] 2.3.1.a ENVELOPE BAG ( 8x12 inch )

12 inch 12 inch

Thailand Creative & Design Center

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

8 inch 8 inch

FRONT BACK

Pantone Pantone
130 U 180 U

Paper Specification : Pound Paper 80 gsm

SCALE 50:100
 PACKAGING

2.3.1 SHOPPING BAG [ B ] 2.3.1.b ENVELOPE BAG ( 6x9 inch )

9 inch 9 inch

Thailand Creative & Design Center

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

6 inch 6 inch

FRONT BACK

Pantone Pantone
319 U 364 U

Paper Specification : Pound Paper 80 gsm

SCALE 50:100
 PACKAGING

2.3.1 SHOPPING BAG [ C ] 2.3.1.c CARRY BAG ( 9x9 inch )

Thailand Creative & Design Center

0.8 inch

9 inch

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

9 inch 6 inch

9 inch

Pantone Pantone
130 U 108 U

Paper Specification : Art Paper 180 gsm

SCALE 20:100
 PACKAGING

2.3.1 SHOPPING BAG [ D ] 2.3.1.d CARRY BAG ( 12x12x7 inch )

Thailand Creative & Design Center

1 inch

12 inch

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

12 inch 7 inch

Pantone Pantone
432 U 429 U

Paper Specification : Art Paper 180 gsm

SCALE 30:100
 PACKAGING

2.3.1 SHOPPING BAG [ E ] 2.3.1.e ENVELOPE BAG ( 15x15x8 inch )

1 inch

Thailand Creative & Design Center

15 inch

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

15 inch 8 inch

Pantone Pantone
158 U 137 U

Paper Specification : Art Paper 180 gsm

SCALE 20:100
 PACKAGING

2.3.1 SHOPPING BAG [ F ] 2.3.1.f CARRY BAG ( 18x18x9 inch )

1.3 inch

Thailand Creative & Design Center

18 inch

th
6 Fl. Emporium Shopping Complex, Bangkok • Thailand www.tcdc.or.th

18 inch 9 inch

Pantone Pantone
391 U 364 U

Paper Specification : Art Paper 180 gsm

SCALE 15:100
Corporate Identity Basic Guidline
CORPORATE IDENTITY

1.1 IDENTITY ELEMENTS

1.1.1 Developed Logos
1.1.2 Graphic Version
1.1.3 Single-line Version

1.2 LOGO MINIMUM SIZE

1.3 CLEAR SPACE SPECIFICATIONS

1.3.1 Minimum area of clear space
1.3.2 Preferred area of clear space

1.4 LOGO COLOR USAGE

1.4.1 Pantone Version
1.4.2 CMYK Version
1.4.3 Grayscale Version
1.4.4 B&W Version

1.5 LOGO USAGE

1.5.1 Proportion and Composition
1.5.2 Position and Style
1.5.3 Background
1.1 IDENTITY ELEMENTS
 IDENTITY ELEMENTS

The TCDC Resource Center is a logo for a library

department. The TCDC Resource Center identity is
composed of two elements : the TCDC logo and
Logotype (Resource Center).

1.1.1 DEVELOPED LOGO

 IDENTITY ELEMENTS

1.1.1 DEVELOPED LOGO The proportion between the elements should

never be altered in any way.

5x

7x
 IDENTITY ELEMENTS

The graphic version is an option for usage in any

1.1.2 GRAPHIC VERSION

proper material. The proportion between the
elements should never be altered in any way.

5x

7x
 IDENTITY ELEMENTS

This version is composed of the abbreviation

”TCDC“ and strapline of ”Resource Center“ in
Avenir Medium and Avenir Book. This version
can be applied properly to some material which
has few space to fit in such as price tag.

1.1.3 SINGLE-LINE VERSION

The proportion between the elements should
never be altered in any way.

Avenir Medium Avenir 45 book

Tracking = 0 Tracking = 0

Pantone 432 C Pantone 186 C

TCDC RESOURCE CENTER

1.2 LOGO MINIMUM SIZE
 LOGO SIZE

This page shows the minimum size of logo that is

allowed. In exceptional circumstances where the logo
needs to be reproduced smaller than the minimum,
you should run reproduction tests to ensure that
legibility will not be compromised.

1.2 LOGO MINIMUM SIZE

The Official Logo

20 mm

Graphic Version

20 mm

TCDC RESOURCE CENTER Single-line Version

Size = 4 pt
Letterspacing 0
1.3 CLEAR SPACE
SPECIFICATIONS
 CLEAR SPACE SPECIFICATIONS

To ensure that the logo will be seen clearly at all

times and retain a powerful visual impact, it should
not be obscured by any other visual elements such
as types and images. It therefore needs to be
placed inside an area of blank or white space to
maintain maximum impact. If possible, even more
space should be left around the logo.

1.3.1 MINIMUM AREA OF CLEAR SPACE

Minimum area of clear space is determined

by the height of TCDC alphabet.

T-height
 CLEAR SPACE SPECIFICATIONS

The preferred area of clear space that shown below

is determined by the height of TCDC alphabet.
If possible, more space should be left around.
More clear space around the TCDC logo will help
its legibility and enhance its visual impact.

1.3.2 PREFERRED AREA OF CLEAR SPACE

T 2/3

T 1/3

Preferred area of clear space

1.4 LOGO COLOR
 LOGO COLOR USAGE

The full-color TCDC Resource Center logo is the

preferred version. Use it appropriately with any media
and content. It can be produced in either special
color ( from Pantone., Inc ) or in the four- color
printing process.

CMYK + 2 PANTONE COLORS

This version of the logo may be used on official

1.4.1 PANTONE VERSION publications and materials. For example, TCDC

Resource Center stationery.

CMYK

Pantone 432 C

Pantone 186 C
 LOGO COLOR USAGE

1.4.1 CMYK VERSION This version of the logo may be used on four-color
printing publications.

CMYK

BLK 80 %

M 100, Y81, K 4
 LOGO COLOR USAGE

1.4.1 GRAYSCALE VERSION This version of the logo may be used on black & white
publications, as long as it remains clearly visible.

GRAY TONE

BL 80%

BL 50%
 LOGO COLOR USAGE

This version of the logo may be used in specific

1.4.2 BLACK AND WHITE VERSION cases such as the use on color background, the use
for rubber stamp,Powerpoint presentation, etc.

BLK 100 %

REVERSE VERSION

The one-color reversed black version can be used on

black and white layouts where color is not available.
It is suitable for using on a black background.
 LOGO COLOR USAGE

SINGLE-LINE VERSION

This version of the logo may be used in specific

1.4.2 BLACK AND WHITE VERSION cases such as the use on color background, the
use for electronic communications, fax, tag, etc

TCDC RESOURCE CENTER

BL 50% BL 100%
1.5 LOGO USAGE
 LOGO USAGE

This section focuses on the incorrect logo usage.

It is separated in 3 main styles : proportion &
composition, position & style, and background.
Our logo is the most important visual statement.
Therefore it is essential not to alter in any case.

1.5.1 PROPORTION & COMPOSITION Don’ts

Do not alter the size of any of the elements in the signature.

Do not alter the composition of any of the elements in the signature.

 LOGO USAGE

1.5.2 POSITON & STYLE

Always use this correct scale version Do not put the logo at an angle.
to ensure accurate reproduction,
legibility as well as high visual
impact within the TCDC brand.

RESOURCE
CENTER
Do not reset the logotype. Do not create an outline version
of this logo.
 LOGO USAGE

Here is a summary of dos and don’ts when using

official and graphic version on various backgrounds.

1.5.3.a OFFICIAL VERSION

When this version is put on an image, the logo should

remain in preferred white space ( see 1.3.2 )
The logo works best on white and very light color
background. It must never appear on gradient or
multi-colored texture backgrounds or over images
1.5.3 BACKGROUND [ A ]
( unless surrounded by blank space, as shown )

Dos Don’ts

Place the logo with white space on Don’t put the logo on any images.
any images.

Place the logo with white space on Don’t put the logo on dark background.
dark background.

Put the logo on very light background. Don’t put the logo on gradient or
multi-color texture background.
 LOGO USAGE

1.5.3.b. GRAPHIC VERSION

This version works more flexible with different

backgrounds. It can be applied either on image or
dark background as long as it is not interfered.
It must never appear on gradient or multi-colored
texture backgrounds. Use the color chart ( see 2.3 )

1.5.3 BACKGROUND [ B ]
as a guide for the color combination between logo
and background.

Dos Don’ts

Place the logo on any images. Do not apply the logo color that i.s
similar to the tone of the image.

The logo should be distinguishable Do not apply the logo color that is
from the background. similar to the background color.

Put the logo on one-color background. Do not put the logo on gradient background.
APPLICATIONS

2.1 IDENTITY ELEMENTS

1.1.1 Developed Logos
1.1.2 Graphic Version
1.1.3 Single-line Version

1.2 LOGO MINIMUM SIZE

1.3 CLEAR SPACE SPECIFICATIONS

1.3.1 Minimum area of clear space
1.3.2 Preferred area of clear space

1.4 LOGO COLOR USAGE

1.4.1 Pantone Version
1.4.2 CMYK Version
1.4.3 Grayscale Version
1.4.4 B&W Version

1.5 LOGO USAGE

1.5.1 Proportion and Composition
1.5.2 Position and Style
1.5.3 Background