Section I

2 Brand Basics

2.1 MSIG Brandmark

2.2 Brandmark: Variations
2.3 Brandmark: Colour Options
2.4 Brandmark:
Clear Zone and Minimum Size
2.5 Brandmark: Usage
2.6 Brandmark: Incorrect Usage
2.7 Colour Palette
2.8 Fonts System

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 8

2.1
MSIG Brandmark
The brandmark represents the endeavour of the Group:
to achieve dynamic growth and become one of the
leading companies while preserving unshakable
reliability. The blue symbolises a tradition of trust and
quality service, whilst the red, like the crest of a wave,
is uplifting, and conveys the promise of growth in its
ever-increasing upward sweep.
The key element for visual communication, the
brandmark symbolises the corporate philosophy of
Mitsui Sumitomo Insurance.
Horizontal stack version

Vertical stack version

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 9

2.2
Brandmark: Variations
There are 6 brandmark variations. The typeface may be
placed to the right or below of the logo depending on
the medium. Discretion must be exercised.

Side by Side, Small

Centre-Aligned, Medium

(Preferred Option)

(Preferred Option)

Side by Side, Large

Centre-Aligned, Large

Side by Side, Medium

Centre-Aligned, Small

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 10

2.3
Brandmark: Colour Options

Full colour positive version

Reversed white on MSIG Red

Reversed white on MSIG Blue

Black positive version 1

Black positive version 2

Reversed white on Black colour

The background of the brandmark should be white

as a general rule, since this is most effective. In some
instances this may not be possible therefore there are an
additional five variations (see above) to allow flexibility
in usage.
MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 11

2.4
Brandmark: Clear Zone and Minimum Size
X

Clear zone

A clear zone is defined around our brandmark

to ensure its visibility and distinctiveness.
0.5X

0.5X

0.5X

0.5X

The exclusion zone is 50% to the cap width

(indicated by an X) of the symbol in our
brandmark on all sides.
No other elements, such as text or pictures
may appear in this area. The boundary also
marks the closest that the logo can come to
the edge of a page or cover.

0.5X

0.5X

0.5X

10mm
15mm

0.5X

Please note in some extreme cases where

space is limited, this recommendation may
need to be overruled (with prior approval)
with an exclusion zone equal to 25% the
cap width (indicated by an X) of the symbol.
Example: Signage systems where impact is
most important or very small usage scenarios.

Minimum size
To ensure clarity and recognition of the brandmark on all
applications a minimum size has been set. This should
serve as a general guideline however the aim should
always be to reproduce the brandmark according to the
applications dimension.
MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 12

2.5
Brandmark: Usage
On light-coloured backgrounds
To ensure maximum visibility the brandmark should
be placed on a white or light coloured background
whenever possible.

On dark-coloured backgrounds
On occasions when using the brandmark on white
or light-coloured background is not feasible (e.g.
newspaper printing), the reversed white brandmark
can be used. Please note there should be enough
contrast between the background and brandmark
to ensure legibility.
In all cases maximum visibility should be achieved
by using the most appropriate brandmark.

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 13

2.6
Brandmark: Incorrect Usage

Do not change the form of

the brandmark

Do not use any logotype

other than specified.

Do not use the symbol

by itself

Do not add any additional

Do not use any colour other

than designated

Do not outline the brandmark

Do not separate the red and

blue in the brandmark

Do not create patterns or

blocks with the brandmark

Do not use the full colour

brandmark on dark backgrounds

Do not use the brandmark

on very light backgrounds

Do not use the brandmark

on cluttered backgrounds.

Do not use the brandmark

on a background that
renders it illegible

Mitsui Sumitomo Insurance (Group)

Do not use the symbol with

other than MSIG

This page explains some of the common errors in

reproducing the brandmark. The original brandmark and
its variations should not be recreated or modified in any
way. Always use the supplied files for artwork.

MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 14

P 1797 C

DIC F219 / Pantone 3292 C

Which code to follow?

Most preferred
DIC (if
provided)

Least preferred
Pantone

4 process
colour (CYMK)
based on DIC

4 process
colour (CYMK)
based on
Pantone

3 process
colour (CMY/
CMK/CYK)

2.7
Colour Palette

MSIG Red

MSIG Blue

Colour Chip: DIC Part II 2496

C6 M100 Y100 K0
R225 G31 B39

Colour Chip: Pantone 2747C

C100 M100 Y0 K40
R27 G20 B100

The corporate colours of MSIG are the MSIG Red and

MSIG Blue. The use of the two corporate colours is
important in expressing the integrated corporate image.
We also use white to balance the heavy impact normally
created by red and blue.

White

Please refer to the colour values given above and be

sure to check the colours by repro proof for faithful
reproduction.
MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 15

2.8
Font System
Print communication

Digital communication

MSIG has been tending

to lifestyle and corporate
insurance needs in Asia for
more than 100 years.

MSIG has been tending to

your lifestyle and corporate
insurance needs in Asia for
more than 100 years.

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890_+!@#$%^&*()=

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890_+!@#$%^&*()=

Neo Sans

Trebuchet MS

An important element of the new graphic language is

the typography. MSIG has two dedicated typefaces to
accommodate both internal and external usage.
External Communications and Printed Material
Neo Sans is the new font family, which will be used in
all external printed communication material within a
commercial purpose.

Neo Sans is a modern, legible, clean font with distinctive

design characters. It also has various weights like
Regular, Medium, Bold and their Italics making it a
versatile font system for multiple use. Examples of how
the font is used are shown in stationery and collateral
sections of this manual.
Neo Sans can be obtained from www.myfonts.com

Internal Communications and Digital Applications

Trebuchet MS is our standard system typeface in
Microsoft templates, emails, web (except when text is
displayed in JPEGs) and other digital applications. It can
also be used for internal printing of documents.
MS is a standard system font in Microsoft Once and has
the same readability and openness as Neo Sans.
MSIG Asia Brand Identity Guidelines 2012 Section I: Brand Identity 16