Swire Shipping Brand Identity Guidelines

Version 1.0 | 11.2021

Introduction
Swire Shipping’s brand identity serves as a
visual shorthand for communicating our
heritage, values and all that we stand for.

The rules and guidelines outlined ensure we

manage our brand identity and reinforce our
reputation with consistency. We depend
upon your cooperation and support in order
to build and maintain the integrity of the
Swire Shipping brand for years to come.

This document provides technical guidelines

for executing our brand identity, but they are
not intended to cover every application and
be used mandatorily. When working with the
Swire Shipping’s brand identity, it is good
practice to liaise with our Corporate
Communications department.

[email protected]

Swire Shipping Brand Identity Guidelines

Contents
1. SWIRE SHIPPING 1.1 Brand Signature 5

1.2 Brand Colours – Full Colour Version 6

1.3 Brand Colours – One Colour Version 7

1.4 Minimum Clear Space & Minimum Size 8

1.5 Unacceptable Usage 9

1.6 Corporate Typefaces – English Version 10

1.7 Corporate Typefaces – Chinese Version 11

1.8 Stationery – Namecard (English) 12

1.8 Stationery – Namecard (Chinese) 13

1.9 Stationery – Letterhead 14

1.10 Stationery – Envelope 15

1.11 E-mail Signature 16

1.12 Digital Media Application 17

1.13 Signage 19

1.14 Virtual Background 20

2. SWIRE PROJECTS 2.1 Brand Signature 22

2.2 Stationery – Namecard 23

2.3 Stationery – Letterhead 25

2.4 Stationery – Envelope 26

2.5 E-mail Signature 27

2.6 Digital Media Application 28

2.7 Virtual Background 30

3. SWIRE DIGITAL 3.1 Brand Signature 32

3.2 Stationery – Namecard 33

3.3 Stationery – Letterhead 34

3.4 Stationery – Envelope 35

3.5 E-mail Signature 36

3.6 Digital Media Application 37

3.7 Virtual Background 39

Swire Shipping Brand Identity Guidelines

1. SWIRE SHIPPING

Swire Shipping Brand Identity Guidelines

 SWIRE SHIPPING
1.1
Brand Signature
The Swire Shipping signature (composed of To strengthen the brand recognition and enhance
the Swire Flag and logotype) is an instant its profile, it is essential that the Swire Shipping
visual indicator of the Swire Shipping brand signature is consistent and follows these guidelines
and all it stands for. It should be used for wherever it appears.
external communications and endorsement of
company/product brands, e.g. endorsed The Swire Shipping signature should never be
application materials, staff namecards, redrawn or altered, and must always be produced
corporate videos, corporate advertisements from the reproduction artwork.
and marketing collateral.

English Version

83.20x

1.5x
10x
6x

15x 65.20x

Chinese Version

53x

10x 8x

15x 35x

Swire Shipping Brand Identity Guidelines 5

 SWIRE SHIPPING
1.2
Brand Colour – Full Colours
Our brand is made up of three core colours: It is important that the signature appears in a
Swire Red, Swire Blue and Swire Black. consistent and correct manner. There is no
restriction of background colour. However,
These colours should be used whenever possible, whenever possible, it is preferred that the
and matched to actual Pantone® colour references. signature is reproduced onto a white back-
Process colour, RGB, HTML and textile colour ground. If the background colour does not
equivalents are also shown below. conflict with the signature, a full colour version
of the signature should be used. Examples of
correct colour usage are shown below on a
white and dark background.

Logo on Light Coloured Background

Spot Colour Pantone® 185 Pantone® 287 Pantone® Black

Process Colour C0 M90 Y80 K0 C100 M70 Y0 K10 C0 M0 Y0 K100
RGB R252 G27 B28 R12 G44 B132 R0 G0 B0
HTML CC0000 333399 000000
Textile Colour 17-1664TP 19-3952TP 19-4305TP

Logo on Dark Coloured Background

Swire Shipping Brand Identity Guidelines 6

 SWIRE SHIPPING
1.3
Brand Colour – One Colour
When black is the only colour available or The solid version is an equally clear and powerful
when other unspecified colours are used, the signal of our brand. Examples of usage include
signature must be reproduced in black with small size applications, premiums, clothing,
the percentages shown below. limited colour signage, packaging.

The tint version is designed to look its best Recommended for processes such as silk screen,
with most standard reproduction processes lithographic (solid/screen single colour, no
available worldwide, e.g. on print collateral, halftone), embossing/embroidery.
digital ‘on-screen’, high profile signage, print
advertising, banners.

Tint Version

Black and White K40 K100

HTML 999999 000000
Textile Colour 15-4703TP 19-4305TP

Solid Version

Black and White K100

Logo on Dark Coloured Background

Swire Shipping Brand Identity Guidelines 7

 SWIRE SHIPPING
1.4
Minimum Clear Space and Minimum Size
The minimum clear space, illustrated by the shaded To maintain quality of definition and maximum
area, is determined by measuring the height of the legibility, the signature must appear no smaller than
Swire Flag. This helps to protect the visual integrity shown, i.e. minimum Swire Flag height of 2.5mm.
and ensure maximum impact. The clear space
should be kept free of all type, graphic elements,
keylines, photography and visual clutter. Whenever
possible the clear area should be increased.

Minimum Clear Space - English Version

Minimum Clear Space - Chinese Version

Minimum Size Minimum Size

English Version Chinese Version
2.5mm 2.5mm

Swire Shipping Brand Identity Guidelines 8

 SWIRE SHIPPING
1.5
Unacceptable Usage
The full signature from the reproduction artwork
should always be used. It must not be modified in any
shape or form. Some examples of incorrect usage are
shown below.

Swire Shipping
Do not alter Flag and logotype Do not distort

Do not alter configuration Do not alter colour

Do not reproduce on busy or conflicting background Do not use on complicated photo background

Swire Shipping Brand Identity Guidelines 9

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Optima Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima DemiABCDEFGHIJKLMNOPQRSTUVWXYZ
OptimaItalicBlack ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima Extra Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima Italic
Optima Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima ABCDEFGHIJKLMNOPQRSTUVWXYZ
Demi
Optima
OptimaItalic
Bold Italic
Black ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima Extra Black Italic
Optima
Optima Italic Medium
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Optima Medium Optima Optima
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Optima
Optima Bold
Italic ItalicItalic
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Optima Extra BlackBlack
Italic Italic
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Optima Medium Italic Swire BrandABCDEFGHIJKLMNOPQRSTUVWXYZ
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Guidelines
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Optima Oblique
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Optima
OptimaBold Oblique
IdentityBlack Italic
Guidelines
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Optima Medium Italic Swire Brandabcdefghijklmnopqrstuvwxyz
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Black Italic
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Optima Demi Italic
Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ
Optima
OptimaBlack Italic
Extra Black Italic
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Optima Demi Italic
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Extra Black Italic
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Swire Brand Identity Guidelines
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Brand Identity Guidelines Optima Extra Black
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Swire Brand Identity Guidelines ABCDEFGHIJKLMNOPQRSTUVWXYZ
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1234567890 1234567890
1234567890 1234567890 Swire Shipping Brand Identity Guidelines 10

Optima Demi Italic Optima Extra Black Italic

 SWIRE SHIPPING
1.7
Corporate Typefaces – Chinese
The Swire Chinese typeface is Sung. It should be
used throughout the organisation as a corporate
font, for stationery, taglines and selective
sub-brand logotype, as well as general text and
headlines.

SimSun is our secondary typeface for both

Taditional Chinese and Simplified Chinese.

Traditional Chinese typeface Simplified Chinese typeface

(Baosongti TC) (Baosongti SC)

(ShuSongErti TC) (ShuSongErti SC)

(ShuSongYiti TC) (ShuSongYiti SC)

(ZhongSongti TC) (ZhongSongti SC)

(Dasongti TC) (Dasongti SC)

Traditional Chinese secondary typeface Simplified Chinese secondary typeface

SimSun SimSun

]] ]]
(852) 2840 8098 (852) 2840 8098
www.swireshipping.com www.swireshipping.com

Swire Shipping Brand Identity Guidelines 11

 SWIRE SHIPPING
1.8
Stationery – Namecard (English)
Size Paper
90mm x 50mm FSC mixed credit paper 352gsm
Swire brand mark Inks
Swire Flag 6mm height Formulated with 60% natural raw materials
English typesetting
Name: 10.5pt/13pt, Optima Roman, kerning
Title: 7pt/9.5pt, Optima Roman, kerning 5
Address, Tel. no., Email & Website: 7pt/10pt
7pt/7.5pt, Optima Roman, kerning 0

(Back)Recycled: 8pt, Optima Roman, kerning 0

Front

18mm

A N Other 7.5mm
Title and Department 11mm

24mm

Swire Shipping Pte. Ltd.

300 Beach Road #27-01
The Concourse Singapore 199555
Tel: (65) 1234 5678 Fax: (65) 1234 5678
DID: (65)1234 5678 Mobile: (65) 1234 5678
Email: [email protected]
Website: www.swireshipping.com

Back

40mm
Printed on recycled paper 44mm

Swire Shipping Brand Identity Guidelines 12

 SWIRE SHIPPING
1.8
Stationery – Namecard (Chinese)
Size Chinese typesetting
90mm x 50mm Name: 10pt/13pt, , kerning 100
Swire brand mark Title: 6.5pt/10.5pt, , kerning 50
Swire Flag 6mm height Address, Tel. no., Email & Website:
6.5pt/7.5pt, , kerning 50
All numbers and English letters:
7pt/7.5pt, Optima Roman, kerning 0
Paper
FSC mixed credit paper 352gsm
Inks
Formulated with 60% natural raw materials

Front
18mm

7.5mm
11mm

24mm

太古轮船有限公司
中国上海市石门一路288号
兴业太古汇香港兴业中心一座1311-1312单元
: (86) 1234 5678 : (86) 1234 5678
: (86) 1234 5678
: [email protected]
: www.swireshipping.com

A Simplified Chinese version of the signature is available from

Group Public Affairs / Corporate Communications

Margin 4.5mm

Back

18mm

A N Other 7.5mm
Title and Department 11mm

24mm

Swire Shipping (China) Limited

Unit 1311-1312, HKRI Centre One,
HKRI Taikoo Hui, 288 Shi Men Yi Road, Shanghai
Tel: (86) 1234 5678 Fax: (86) 1234 5678
Mobile: (86) 1234 5678
Email: [email protected]
Website: www.swireshipping.com

Swire Shipping Brand Identity Guidelines 13

 SWIRE SHIPPING
1.9
Stationery – Letterhead
Size Paper
210 x 297mm Woodfree FSC mixed credit paper 80 gsm
Swire Signature Inks
Swire Flag 7mm high Formulated with 60% natural raw materials
English Typesetting
Company name & Department:
8.5pt/10pt Optima Roman, kerning 0
Address, Tel. no. & Website:
7pt/10pt Optima Roman, kerning 0

A4 letterhead

30mm 30mm

30mm

7mm

21mm
01 Month 2021

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Dear Mr. Smith,

This is the recommended layout for text on a letter. The following is dummy text only,
demonstrating the typical type size and spacing for body text. Mathron osleilat danw sechs tseug
snelp neco. Retor rtoucy cctteges manut noy epac coce nemso kkvr tourete rahen tripe sis the.
Rtet rotom touh tcite nmu rahen tnive tsve pqazgin ylk oygni prelang dertderto yert prewern thsou
llewte. Cerfort Pergqu rtoucy cotterges numuta snip nesco.

Retoro troucco occtres pshognip sipert expending. Wei pret tet blertop ckweatoin ywert ylk setont
stet pag ginwosh aglive tionicopal. Disno gnolvi M. Masthron osliewthy slethon danw sesuoh tseug
sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording. Weipert you bethip cerfort
penerq.Mathron osleilat danw sechs tseug snelp neco. Retor rtoucy cctteges manut noy epac coce
nemso kkvr tourete rahen tripe sis the. Rtet rotom touh tcit e nmu rahen tnive tsve pqazgin ylk
oygni prelang dert derto yert prewern thsou llewte. Cerfort Pergqu rtoucy cotterges numuta snip
nesco. Retoro troucco occtres pshognip sipert expending. Disno gnolvi M. Masthron osliewthy
slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording.

Wei pret tet blertop ckweatoin ywert ylk setont stet pag ginwosh aglive tionicopal. Disno gnolvi
Masthron osliewthy slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton
sipert epording. Weipert you bethip cerfort penerq.

Yours sincerely,

A N Other
Title

cc.
bcc.
encl.

Swire Shipping Pte. Ltd.

300 Beach Road #27-01 The Concourse Singapore 199555
Tel (65) 6603 9400 Fax (65) 6603 9401 www.swireshipping.com

10mm

Swire Shipping Brand Identity Guidelines 14

 SWIRE SHIPPING
1.10
1.10
Stationery – Envelope
Size
220mm x 110mm
Swire brand mark
Swire Flag 7mm height
English typesetting
Address (back of the envelope):
7pt, Optima Roman, kerning 0
Paper
Brilliant White Wove 120gsm

Envelope

15mm

15mm
7mm

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Front

20mm

35mm

Swire Shipping Pte. Ltd.

300 Beach Road #27-01 The Concourse Singapore 199555

Back

Swire Shipping Brand Identity Guidelines 15

 SWIRE SHIPPING
1.11
1.11
E-mail Signature
Swire brand mark Chinese typesetting
Swire Flag 25px height Company name: 8pt, SimSun
Address: 7.5pt, SimSun
English typesetting
Name: 9pt, Calibri Bold All numbers and English letters:
Title: 8pt, Calibri Regular 8pt, Calibri Regular
Company name: 8pt, Calibri Regular
Address: 8pt, Calibri Regular

T: +65 1234 5678 F: +65 1234 5678

M: +65 1234 5678
[email protected]
www.swireshipping.com

Swire Shipping Pte. Ltd.

300 Beach Road #27-01
The Concourse Singapore 199555

This email including any attachments are confidential and intended to those addressed to. If you are
not the intended recipient you should not copy it, re-transmit or use any of its content but should
return this immediately to the sender and delete it from your system. Thank you for your cooperation.

Swire Shipping Brand Identity Guidelines 16

 SWIRE SHIPPING
1.12
1.12
Digital Media Application
When creating websites and mobile apps for the
Swire company brand mark, we suggest that the
Swire brand mark is applied in the top left corner of
desktop and mobile versions of the layout.

On digital screens including websites, digital ads,

eDMs and videos, the minimum size of the brand
mark is set at 20 pixels in flag height with a
minimum clear space of 0.2X.

Website — desktop and mobile versions

26px



26px

Swire Shipping Brand Identity Guidelines 17

 abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890 1234567890
1234567890 1234567890

Swire Brand Identity Guidelines

Swire Brand Identity Guidelines
SWIRE SHIPPING
1.12
1.12
Digital Media Application (cont’d)
For social media platforms, there is an exception
that the Swire Flag can be used by itself as the Swire
profile picture accompanied by the company name
as title text. When the whole brand mark is used as
the profile picture, it may not be feasible to meet the
minimum clear space requirement but the minimum
size requirement should still be followed.

Digital ads PowerPoint

Headline

Sub headline would go

here - copy light. us
eligend antius nos
nonse mo qui ulparibus, SWIRE SHIPPING
CORPORATE PROFILE
eatint apit et etur,
omninilique nonsequi
de consendis dolum.

End frame of video

eDM

If you cannot view this page properly, please click here.

Headline Social media platforms

Us eligend antius nos nonse mo qui
ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique Swire Shipping
nonsequi de consendis dolum.
To unsubscribe, please click here.
Disclaimer Privacy Statement
Copyright © 2021 Swire Shipping Pte. Ltd.

Swire Shipping Brand Identity Guidelines 18

 SWIRE SHIPPING
1.13
Signages
Our architectural signs are the most prominent
representation of the company and as such are
an important symbol of our business. The quality
of these signs plays an integral role in reflecting
the standards we uphold.

These signages can be placed on walls or

counters as shown in the visual below.

Reception Counters Signage

cL

x
0.7x

1.65x

Reception Wall Signage

2x

82x

Swire Shipping Brand Identity Guidelines 19

 SWIRE SHIPPING
1.14
Virtual Background
The virtual background has been created to
help reinforce the Swire Shipping brand
identity virtually. The background visual is
simple and clean so to not distract the
attention from the meeting. The logo can be
placed at the left or right side following the
visual guidelines.

Size
1920 X 1080 px
Swire brand mark
Swire Flag 108 x 72 px

Virtual Background - Left Logo

75 px

115 px

Virtual Background - Right Logo

75 px

115 px

Swire Shipping Brand Identity Guidelines 20

2. SWIRE PROJECTS

Swire Shipping Brand Identity Guidelines

 SWIRE PROJECTS
2.1
Brand Signature
The Swire Projects signature (composed of To strengthen the brand recognition and enhance
the Swire Flag and logotype) is an instant its profile, it is essential that the Swire Projects
visual indicator of the Swire Projects brand signature is consistent and follows these
and all it stands for. It should be used for guidelines wherever it appears.
external communications and endorsement of
company/product brands, e.g. endorsed The Swire Projects signature should never be
application materials, staff namecards, redrawn or altered, and must always be produced
corporate videos, corporate advertisements from the reproduction artwork.
and marketing collateral.

English Version

85.50x

1.5x
10x
6x

15x 66.50x

Chinese Version

52.7x

10x 8x

15x 34.7x

Swire Shipping Brand Identity Guidelines 22

 SWIRE PROJECTS
2.2
Stationery – Namecard (English)
Size Paper
90mm x 50mm FSC mixed credit paper 352gsm
Swire brand mark Inks
Swire Flag 6mm height Formulated with 60% natural raw materials
English typesetting
Name: 10.5pt/13pt, Optima Roman, kerning
Title: 7pt/9.5pt, Optima Roman, kerning 5
Address, Tel. no., Email & Website: 7pt/10pt
7pt/7.5pt, Optima Roman, kerning 0

(Back)Recycled: 8pt, Optima Roman, kerning 0

Front

18mm

A N Other 7.5mm
Title and Department 11mm

24mm

Swire Shipping Pte. Ltd.

300 Beach Road #27-01
The Concourse Singapore 199555
Tel: (65) 1234 5678 Fax: (65) 1234 5678
DID: (65)1234 5678 Mobile: (65) 1234 5678
Email: [email protected]

Back

Swire Shipping Pte. Ltd. 24mm

www.swireprojects.com

40mm
Printed on recycled paper 44mm

Swire Shipping Brand Identity Guidelines 23

 SWIRE PROJECTS
2.2
Stationery – Namecard (Chinese)
Size Chinese typesetting
90mm x 50mm Name: 10pt/13pt, , kerning 100
Swire brand mark Title: 6.5pt/10.5pt, , kerning 50
Swire Flag 6mm height Address, Tel. no., Email & Website:
6.5pt/7.5pt, , kerning 50
All numbers and English letters:
7pt/7.5pt, Optima Roman, kerning 0
Paper
FSC mixed credit paper 352gsm
Inks
Formulated with 60% natural raw materials

18mm

7.5mm
11mm

24mm

太古轮船有限公司
中国上海市石门一路288号
兴业太古汇香港兴业中心一座1311-1312单元
: (86) 1234 5678 : (86) 1234 5678
: (86) 1234 5678
: [email protected]
: www.swireprojects.com

A Simplified Chinese version of the signature is available from

Group Public Affairs / Corporate Communications

Margin 4.5mm

Swire Shipping Brand Identity Guidelines 24

 SWIRE PROJECTS
2.3
Stationery – Letterhead
Size Paper
210 x 297mm Woodfree FSC mixed credit paper 80 gsm
Swire Signature Inks
Swire Flag 7mm high Formulated with 60% natural raw materials
English Typesetting
Company name & Department:
8.5pt/10pt Optima Roman, kerning 0
Address, Tel. no. & Website:
7pt/10pt Optima Roman, kerning 0

A4 letterhead

30mm 30mm

30mm

7mm

21mm
01 Month 2021

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Dear Mr. Smith,

This is the recommended layout for text on a letter. The following is dummy text only,
demonstrating the typical type size and spacing for body text. Mathron osleilat danw sechs tseug
snelp neco. Retor rtoucy cctteges manut noy epac coce nemso kkvr tourete rahen tripe sis the.
Rtet rotom touh tcite nmu rahen tnive tsve pqazgin ylk oygni prelang dertderto yert prewern thsou
llewte. Cerfort Pergqu rtoucy cotterges numuta snip nesco.

Retoro troucco occtres pshognip sipert expending. Wei pret tet blertop ckweatoin ywert ylk setont
stet pag ginwosh aglive tionicopal. Disno gnolvi M. Masthron osliewthy slethon danw sesuoh tseug
sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording. Weipert you bethip cerfort
penerq.Mathron osleilat danw sechs tseug snelp neco. Retor rtoucy cctteges manut noy epac coce
nemso kkvr tourete rahen tripe sis the. Rtet rotom touh tcit e nmu rahen tnive tsve pqazgin ylk
oygni prelang dert derto yert prewern thsou llewte. Cerfort Pergqu rtoucy cotterges numuta snip
nesco. Retoro troucco occtres pshognip sipert expending. Disno gnolvi M. Masthron osliewthy
slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording.

Wei pret tet blertop ckweatoin ywert ylk setont stet pag ginwosh aglive tionicopal. Disno gnolvi
Masthron osliewthy slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton
sipert epording. Weipert you bethip cerfort penerq.

Yours sincerely,

A N Other
Title

cc.
bcc.
encl.

Swire Shipping Pte. Ltd.

300 Beach Road #27-01 The Concourse Singapore 199555
Tel (65) 6603 9400 Fax (65) 6603 9401 www.swireprojects.com

10mm

Swire Shipping Brand Identity Guidelines 25

 SWIRE PROJECTS
2.4
Stationery – Envelope
Size
220mm x 110mm
Swire brand mark
Swire Flag 7mm height
English typesetting
Address (back of the envelope):
7pt, Optima Roman, kerning 0
Paper
Brilliant White Wove 120gsm

Envelope

15mm

15mm
7mm

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Front

20mm

35mm

Swire Shipping Pte. Ltd.

300 Beach Road #27-01 The Concourse Singapore 199555

Back

Swire Shipping Brand Identity Guidelines 26

 SWIRE PROJECTS
2.5
E-mail Signature
Swire brand mark Chinese typesetting
Swire Flag 25px height Company name: 8pt, SimSun
Address: 7.5pt, SimSun
English typesetting
Name: 9pt, Calibri Bold All numbers and English letters:
Title: 8pt, Calibri Regular 8pt, Calibri Regular
Company name: 8pt, Calibri Regular
Address: 8pt, Calibri Regular

T: +65 1234 5678 F: +65 1234 5678

M: +65 1234 5678
[email protected]
www.swireprojects.com

Swire Shipping Pte. Ltd.

300 Beach Road #27-01
The Concourse Singapore 199555

This email including any attachments are confidential and intended to those addressed to. If you are
not the intended recipient you should not copy it, re-transmit or use any of its content but should
return this immediately to the sender and delete it from your system. Thank you for your cooperation.

Swire Shipping Brand Identity Guidelines 27

 SWIRE PROJECTS
2.6
Digital Media Application
When creating websites and mobile apps for the
Swire company brand mark, we suggest that the
Swire brand mark is applied in the top left corner of
desktop and mobile versions of the layout.

On digital screens including websites, digital ads,

eDMs and videos, the minimum size of the brand
mark is set at 20 pixels in flag height with a
minimum clear space of 0.2X.

Website — desktop and mobile versions

26px



26px

Swire Shipping Brand Identity Guidelines 28

 SWIRE PROJECTS
2.6
Digital Media Application (cont’d)
For social media platforms, there is an exception
that the Swire Flag can be used by itself as the Swire
profile picture accompanied by the company name
as title text. When the whole brand mark is used as
the profile picture, it may not be feasible to meet the
minimum clear space requirement but the minimum
size requirement should still be followed.

Digital ads PowerPoint

Headline

Sub headline would go

here - copy light. us
eligend antius nos
nonse mo qui ulparibus, SWIRE PROJECTS
CORPORATE PROFILE
eatint apit et etur,
omninilique nonsequi
de consendis dolum.

End frame of video

eDM

If you cannot view this page properly, please click here.

Headline Social media platforms

Us eligend antius nos nonse mo qui
ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique Swire Projects
nonsequi de consendis dolum.
To unsubscribe, please click here.
Disclaimer Privacy Statement
Copyright © 2021 Swire Shipping Pte. Ltd.

Swire Shipping Brand Identity Guidelines 29

 SWIRE PROJECTS
2.7
Virtual Background
The virtual background has been created to
help reinforce the Swire Projects brand identity
virtually. The background visual is simple and
clean so to not distract the attention from the
meeting. The logo can be placed at the left or
right side following the visual guidelines.

Size
1920 X 1080 px
Swire brand mark
Swire Flag 108 x 72 px

Virtual Background - Left Logo

75 px

115 px

Virtual Background - Right Logo

75 px

115 px

Swire Shipping Brand Identity Guidelines 30

3. SWIRE DIGITAL

Swire Shipping Brand Identity Guidelines

 SWIRE DIGITAL
3.1
Brand Signature
The Swire Digital signature (composed of To strengthen the brand recognition and enhance
the Swire Flag and logotype) is an instant its profile, it is essential that the Swire Digital
visual indicator of the Swire Projects brand signature is consistent and follows these
and all it stands for. It should be used for guidelines wherever it appears.
external communications and endorsement of
company/product brands, e.g. endorsed The Swire Digital signature should never be
application materials, staff namecards, redrawn or altered, and must always be produced
corporate videos, corporate advertisements from the reproduction artwork.
and marketing collateral.

English Version

73.4x

1.5x
10x 6x

15x 59.4x

Swire Shipping Brand Identity Guidelines 32

 SWIRE DIGITAL
3.2
Stationery – Namecard
Size Paper
90mm x 50mm FSC mixed credit paper 352gsm
Swire brand mark Inks
Swire Flag 6mm height Formulated with 60% natural raw materials
English typesetting
Name: 10.5pt/13pt, Optima Roman, kerning
Title: 7pt/9.5pt, Optima Roman, kerning 5
Address, Tel. no., Email & Website: 7pt/10pt
7pt/7.5pt, Optima Roman, kerning 0

(Back)Recycled: 8pt, Optima Roman, kerning 0

Front

18mm

A N Other 7.5mm
Title and Department 11mm

24mm

Swire Digital Centre Pvt Ltd

Cowrks, Purva Premiere, Residency Road,
Bangalore, Karnataka, India – 560025
Tel: (91) 1234 5678 Fax: (91) 1234 5678
DID: (91)1234 5678 Mobile: (91) 1234 5678
Email: [email protected]
Website: www.swireshipping.com

Back

40mm
Printed on recycled paper 44mm

Swire Shipping Brand Identity Guidelines 33

 SWIRE DIGITAL
3.3
Stationery – Letterhead
Size Paper
210 x 297mm Woodfree FSC mixed credit paper 80 gsm
Swire brand mark Inks
Swire Flag 7mm high Formulated with 60% natural raw materials
English typesetting
Company name & Department:
8.5pt/10pt Optima Roman, kerning 0
Address, Tel. no. & Website:
7pt/10pt Optima Roman, kerning 0

A4 letterhead

30mm 30mm

30mm

7mm

21mm
01 Month 2021

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Dear Mr. Smith,

This is the recommended layout for text on a letter. The following is dummy text only,
demonstrating the typical type size and spacing for body text. Mathron osleilat danw sechs tseug
snelp neco. Retor rtoucy cctteges manut noy epac coce nemso kkvr tourete rahen tripe sis the.
Rtet rotom touh tcite nmu rahen tnive tsve pqazgin ylk oygni prelang dertderto yert prewern thsou
llewte. Cerfort Pergqu rtoucy cotterges numuta snip nesco.

Retoro troucco occtres pshognip sipert expending. Wei pret tet blertop ckweatoin ywert ylk setont
stet pag ginwosh aglive tionicopal. Disno gnolvi M. Masthron osliewthy slethon danw sesuoh tseug
sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording. Weipert you bethip cerfort
penerq.Mathron osleilat danw sechs tseug snelp neco. Retor rtoucy cctteges manut noy epac coce
nemso kkvr tourete rahen tripe sis the. Rtet rotom touh tcit e nmu rahen tnive tsve pqazgin ylk
oygni prelang dert derto yert prewern thsou llewte. Cerfort Pergqu rtoucy cotterges numuta snip
nesco. Retoro troucco occtres pshognip sipert expending. Disno gnolvi M. Masthron osliewthy
slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton sipert epording.

Wei pret tet blertop ckweatoin ywert ylk setont stet pag ginwosh aglive tionicopal. Disno gnolvi
Masthron osliewthy slethon danw sesuoh tseug sneip nesco. Disn Gnolvuek doge ruleans sseeton
sipert epording. Weipert you bethip cerfort penerq.

Yours sincerely,

A N Other
Title

cc.
bcc.
encl.

Swire Digital Centre Pvt Ltd

Cowrks, Purva Premiere, Residency Road, Bangalore, Karnataka, India – 560025
Tel (91) 1234 5678 Fax (91) 1234 5678 www.swireshipping.com

10mm

Swire Shipping Brand Identity Guidelines 34

 SWIRE DIGITAL
3.4
Stationery – Envelope
Size
220mm x 110mm
Swire brand mark
Swire Flag 7mm height
English typesetting
Address (back of the envelope):
7pt, Optima Roman, kerning 0
Paper
Brilliant White Wove 120gsm

Envelope

15mm

15mm
7mm

Addressee
Address line 1
Address line 2
Address line 3
Address line 4
Address line 5

Front

20mm

35mm

Swire Digital Centre Pvt Ltd

Cowrks, Purva Premiere, Residency Road, Bangalore, Karnataka, India – 560025

Back

Swire Shipping Brand Identity Guidelines 35

 SWIRE DIGITAL
3.5
E-mail Signature
Swire brand mark Chinese typesetting
Swire Flag 25px height Company name: 8pt, SimSun
Address: 7.5pt, SimSun
English typesetting
Name: 9pt, Calibri Bold All numbers and English letters:
Title: 8pt, Calibri Regular 8pt, Calibri Regular
Company name: 8pt, Calibri Regular
Address: 8pt, Calibri Regular

T: +91 1234 5678 F: +91 1234 5678

M: +91 1234 5678
[email protected]
www.swireshipping.com

Swire Digital Centre Pvt Ltd

Cowrks, Purva Premiere, Residency Road,
Bangalore, Karnataka, India – 560025

This email including any attachments are confidential and intended to those addressed to. If you are
not the intended recipient you should not copy it, re-transmit or use any of its content but should
return this immediately to the sender and delete it from your system. Thank you for your cooperation.

Swire Shipping Brand Identity Guidelines 36

 SWIRE DIGITAL
3.6
Digital Media Application
When creating websites and mobile apps for the
Swire company brand mark, we suggest that the
Swire brand mark is applied in the top left corner of
desktop and mobile versions of the layout.

On digital screens including websites, digital ads,

eDMs and videos, the minimum size of the brand
mark is set at 20 pixels in flag height with a
minimum clear space of 0.2X.

Website — desktop and mobile versions

26px



26px

Swire Shipping Brand Identity Guidelines 37

 SWIRE DIGITAL
3.6
Digital Media Application (cont’d)
For social media platforms, there is an exception
that the Swire Flag can be used by itself as the Swire
profile picture accompanied by the company name
as title text. When the whole brand mark is used as
the profile picture, it may not be feasible to meet the
minimum clear space requirement but the minimum
size requirement should still be followed.

Digital ads PowerPoint

Headline

Sub headline would go

here - copy light. us
eligend antius nos
nonse mo qui ulparibus, SWIRE DIGITAL
CORPORATE PROFILE
eatint apit et etur,
omninilique nonsequi
de consendis dolum.

End frame of video

eDM

If you cannot view this page properly, please click here.

Headline Social media platforms

Us eligend antius nos nonse mo qui
ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique
nonsequi de consendis dolum.

Us eligend antius nos nonse mo qui

ulparibus, eatint apit et etur, omnihilique Swire Digital
nonsequi de consendis dolum.
To unsubscribe, please click here.
Disclaimer Privacy Statement
Copyright © 2021 Swire Digital Centre Pvt Ltd

Swire Shipping Brand Identity Guidelines 38

 SWIRE DIGITAL
3.7
Virtual Background
The virtual background has been created to
help reinforce the Swire igital brand identity
virtually. The background visual is simple and
clean so to not distract the attention from the
meeting. The logo can be placed at the left or
right side following the visual guidelines.

Size
1920 X 1080 px
Swire brand mark
Swire Flag 108 x 72 px

Virtual Background - Left Logo

75 px

115 px

Virtual Background - Right Logo

75 px

115 px

Swire Shipping Brand Identity Guidelines 39