de la salle lipa

visual identity MANUAL

CONTENTS
Introduction 3

Background, Nature and Purpose 4

De La Salle Lipa Official Seal 5

Elements of the DLSL Official Seal 6

Use of the Official Seal 8

Color Standards 15

Scaling the Seal 16

Typography 18

Unacceptable Seal Versions 20

Seal Applications 22
INTRODUCTION
De La Salle Lipa is committed to the pursuit of academic excellence,
not only in the region, but in the entire network of Lasallian institutions. 
Building a strong, dynamic and flexible identity will be beneficial to
highlight the institution’s thrusts and its commitment to continue the
tradition of excellence, community spirit and relevance.

DLSL continues its campaign to maintain, protect and build its image
by establishing visual standards consistent with the school’s vision–
mission and direction.  The DLSL official seal and six (6) subsequent
academic logos resonate the school’s ideals of developing mature
and competent professionals who are responsive to the needs of the
community.

This DLSL Visual Identity Manual has been created to guide the
Institution in producing materials that are consistent and immediately
recognizable as De La Salle Lipa.

This manual establishes distinct guidelines on how all aspects of the

DLSL brand will be handled and communicated. This will guide the
user on proper use and display of the De La Salle Lipa official seal
within the institutional identity program and brand awareness.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 3

 BACKGROUND,
NATURE AND
PURPOSE

De La Salle Lipa has had a number of school seals since its inception
in 1962. These emblems were created to mark and symbolize the
milestones in the history of DLSL.

The previous seal which bears a coat of arms with two stallions as
supporters on each side and whose quadrants bear the Balisong, the
Taal Volcano, the Lasallian Star and the Coconut Tree has been in
existence for six years. It has been preceded by three more seals
and a commemorative one which marked the institution’s 40th year.
Witnessed by the Presidency of Brothers Jun Erguiza FSC and Rafael
Donato FSC, the seal reflects the directions and goals of their time.

In 2005, under the Presidency of Br. Manuel R. Pajarillo FSC and with
the drafting of the new Vision-Mision statement, an interim seal was
designed with a pool of Brothers and Administrators as consultants
together with then the Marketing Communications Department (MCD).
Improvements and modifications were done as the school aims to
make a unifying element that embodies and exemplifies its vision-
mision of teaching minds, touching hearts and transforming lives.

In May 2006, after wider institutional consultation regarding its form and
content through the procedures implemented by the Vision-Mission
Task Force of the Office of the President and after the approval of the
Board of Trustees, the seal was finally made official with just another
alteration, i.e. the replacement of the Taal Volcano on the upper right
quadrant with the Broken Chevrons.

4 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

DE LA SALLE LIPA
OFFICIAL SEAL
The De La Salle Lipa official seal bears a coat of arms with laurel
leaves on each side. The coat of arms has a star as its crest and
has four quadrants, separated by the cross that symbolizes the
school’s adherence to Catholic values and traditions, embodied in the
teachings of the founder, St. John Baptist de La Salle.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 5

 ELEMENTS
OF THE DLSL
OFFICIAL SEAL
The cross which divides the shield into
four, symbolizes the school’s adherence to
Catholic values and traditions

The upper left quadrant bears the balisong, a

favorite Batangueño weapon of defense. It
attests to the Batangueños’ craftsmanship
and symbolizes the bravery of what is
nevertheless a peace loving people.

The upper right quadrant bears the broken

chevrons, part of the coat of arms of the family
of St. John Baptist de La Salle. The three
broken chevrons correspond to the broken
bones sustained by Johan Salla, the great
grandfather of St. John Baptist de La Salle,
in a battle against the Moors while serving as
Chief Warrior of Atphonus the Chaste, King of
Oviedo in Spain.

The lower left quadrant bears the coconut

tree, landmark of the main campus during its
founding. The coconut tree – the tree of life –
is known to be versatile and is able to ride the
winds of change which manifests the same
characteristics common among Lipeños. The
very site where DLSL was built in 1962 was a
plantation of the tree of life, now immortalized
in the school’s coat of arms.

6 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

The lower right quadrant bears the stallion, a
heritage element of the previous school seals.
The stallion identifies Lipa’s cool climate that
makes it perfect for breeding horses. In
fact, a few stables still remain. It represents
strength, industry and the ability to conquer:
qualities the Lasallians of Batangas should
seek to possess.

The laurel leaves at the sides of the shield

symbolize excellence which is part of De La
Salle Lipa’s mission. Laurel leaves were used
in ancient times as symbols of achievement
and excellence, crowned on the heads of
people who are in authority or on those who
excelled in a particular endeavor.

The five-pointed star above the shield

symbolizes the Signum Fidei. It is a sign of faith,
and is the symbol of the De La Salle Brothers
(Fraternum Scholarum Christianarum). The
star also means hope. The Sign of Faith is
one of the hallmark virtues by which St. John
Baptist de La Salle guided his educational
enterprise.

The banners below the shield contain: the

name of the school (De La Salle Lipa); the
year it was founded (1962); the initials of our
country (R.P. Republic of the Philippines); and
the Latin phrase “Crescit Gratia Virtuteque”
which means “He grew in faith and wisdom”.
This phrase is lifted from the Holy Gospel
(Luke 2: 40-42) indicating how the child Jesus
grew up. This should be the same way our
students should grow and the rest of the
members of the school community should
develop.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 7

 USE OF THE
OFFICIAL SEAL

De La Salle Lipa seal is an important element in the institution’s visual

identity. It is used in official communications for all units and official
documents – diplomas, report cards, transcript of records, letterheads,
awards, and institutional memo.

DLSL official seal is registered under the Intellectual Property Office

(IPO). This gives the school complete ownership over the seal and an
exclusive right to prevent all third parties from using identical or similar
signs for the production of their own goods and services without prior
consent.

The use of the De La Salle Lipa Official Seal is restricted to De La Salle

Lipa institutional activities. Unless otherwise specified, no one has
the permission to copy, redistribute, reproduce, republish and modify
the seal in any form without the written permission from the Strategic
Communications Office.

General rule on the use of the seal:

• There should be no alteration in the configuration of the

signatures / seal outside what is specified in this manual.

• Changes in the color, font, layout, and design are not allowed.

• Clipping any part of the seal is not allowed.

Digital images of the seal may be obtained through the Strategic

Communications Office.

All materials that will make use of the De La Salle Lipa seal must be
approved by De La Salle Lipa Strategic Communications Office. The
office may be reached by calling 756 5555 local 228 or 981 1100 and
through email stratcomm@dlsl.edu.ph.

8 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

OFFICIAL SEAL
VERSIONS
Vertical orientation

It shows the seal centered above the logotype.

10x

8x

Horizontal orientation

It shows the seal placed side by side with the logotype.

20x

5x

The DLSL seal may appear without the logotype. However, the
logotype should never be used without the seal, unless it is part of a
text.

6x

9x

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 9

 OFFICIAL SEAL
CLEAR SPACE
To keep its integrity, the seal must be surrounded by clear space at least equal to the height
of the star.

Other design elements, such as type, photography and illustrations, must not be positioned
within the “X” clear space. As a general rule, the more clear space around the wordmark the
better.

For example, the wordmark would only be the seal on a page.

x x x x
x x x x
x x

x x
x x x x
x x

x x
x x
x

x x
x x

10 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

OFFICIAL SEAL
IN BLACK / DARK
BACKGROUND

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 11

 OFFICIAL SEAL
IN BLACK
The DLSL seal may be set in black if placed on white / light background.

12 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

OFFICIAL SEAL
IN GREEN
The DLSL seal may be set in green if placed on white/ light background.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 13

 USING THE OFFICIAL
SEAL AND OTHER
LOGOS TOGETHER
When used together, the DLSL seal should always appear at the left
side and the other logo to the right.

Note that the De La Salle Lipa logotype is dropped when the two
logos appear together.

14x 7x

10x

17x

Horizontal orientation

Vertical orientation

14 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

COLOR
STANDARDS
Other possible combinations such as halftones or combinations are not allowed.

Below are the standard colors of the DLSL official seal and logotype for print
and online publications.

PANTONE 349C

C 100
CMY M 0
Y 91
K 0

R 0
RGB G 112
B 60

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 15

 SCALING THE
OFFICIAL SEAL
When scaling the De La Salle Lipa seal, press and hold Shift Key to
avoid logo distortion and to preserve aspect ratio at all times.

The De La Salle Lipa seal can be scaled down to a minimum size of

1.75 inches.

For seal applications between 1.5 and 1.75 inches, like printing the
logo on a pen, a different “small scale scale” has been created. Use
this version of the seal to maintain fine detail and readability at this
scale. The De La Salle Lipa seal should not be used in applications
smaller than 1.5 inches.

16 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

Large scale De La Salle Lipa seal size. Small scale De La Salle Lipa seal size.

1.75 in. 1.5 in.

1.75 in. 1.5 in.

1.75 in. 1.5 in.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 17

 TYPOGRAPHY
The type used in the De La Salle Lipa logotype is Implicit SSi. This
font should be used consistently all throughout communication
materials.

For these materials, it is ideal to use Futura Medium for subtitles and
accent text, while the Futura Light should be used primarily for body
text.

If these fonts are not available for internal documents, Futura font is
available in our DLSL website for download.

The De La Salle Lipa wordmark for the P and A should have a

kerning of -120, not the normal kerning because of the hanging
effect of the text P and A.

de la salle lipa Kerning -120

Letter P and A

de la salle lipa Normal Kerning

Letter P and A

Logotype should never be used without the logo, unless it is part of a text.

18 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

TYPOGRAPHY

Implicit SSi abcdefghijklmn

opqrstuvwxyz
0123456789

Futura Medium ABCDEFGHIJKLMN

OPQRST WWXYZ
abcdefghijklmnopqrstwxyz
0123456789

Futura Light ABCDEFGHIJKLMN

OPQRSTWWXYZ
abcdefghijklmnopqrstwxyz
0123456789

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 19

 UNACCEPTABLE
OFFICIAL SEAL VERSIONS

DO NOT
create a white box DO NOT
around seal distort the seal in
any way

DO NOT DO NOT
rotate the seal skew the seal

DO NOT DO NOT
add containing change the font
shape to the seal within the seal

20 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

 DO NOT DO NOT
outline the seal place objects behind
the seal

DO NOT DO NOT
change the specified change the elements
color of the seal within the seal

DO NOT DO NOT
rearrange the use the seal as a Eque ra cuptae
elements of the seal background / vero corionsent.
watermark Por sae mo
quas et quo
repratem

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 21

 SEAL APPLICATION
ON OFFICIAL
DOCUMENTS
The letterhead, envelopes and business cards are designed to maintain
the integrity of the campus identity and establish a professional quality
stationery system to represent the institution.

To maintain identity integrity and quality, only professionally produced

printing press versions of the letterhead printed with official De La
Salle Lipa seal are currently permitted.

Content other than what is specified here (De La Salle Lipa seal and
return address information) must not be included in the preprinted
letterhead without the approval from the Strategic Communications
Office.

Approved letterhead is readily available by request at the Inventory

& Property Management Section (Warehouse). Digital Letterhead file
templates of De La Salle Lipa are also available upon request at the
Strategic Communictions Office.

22 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

 DE LA SALLE LIPA
BR. BUKNOY FSC
Official Mascot
De La Salle Lipa Inc.

(+63 43) 756 5555 Local xxx

(+63 43) 756 3117
br.buknoy@dlsl.edu.ph
1962 J.P. Laurel Hwy.
Lipa City, Batangas,
4217 Philippines www.dlsl.edu.ph

de la salle lipa
1962 J.P. Laurel Highway Lipa City,
Batangas, 4217, Philippines

First Name, Last Name

Company
Street Address
City, State, Zip Code

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 23

 DLSL LETTERHEAD
For consistency on the use of the letterhead, Page 1
it is suggested that Futura LT (Light) be used
as the typeface for body text with type size at
12 point and line spacing set at 1.0 (Format >
Paragraph > Line Spacing).

Set the top margin at 1.875”, the bottom margin

at 1.25”, the left margin at 1.25”, and the right
margin at 1.25”. Begin with the date on the
first line. Leave two empty line spaces between
the date and address and three line spaces
between the closing and signatory name.

Leave one empty line space between all other

paragraphs.

General guidelines for formatting second and Page 2

multiple pages are shown here. Flexibility is
allowed, depending on content and length of
the letter.

24 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

DLSL ENVELOPE #10
The example below illustrates the formatting to be used on #10
envelopes.

9.5”
Stamp
de la salle lipa
1962 J.P. Laurel Highway Lipa City,
Batangas, 4217, Philippines
2”

4.125”
First Name, Last Name
Company
Street Address
City, State, Zip Code
0.5” 0.5”

4.75”

.625” BARCODE CLEAR ZONE

The recommended typeface for body text is Futura LT 10 point with

line spacing set at 16 point (Format > Paragraph > Line Spacing).

Set the top margin at 2” and the left margin at 4.125”.

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 25

 DLSL
BUSINESS CARD
Approved business card format for general use are shown here.

Approved fonts for business cards are Implicit SSI, Futura Medium
and Futura LT BT.

All cards have been designed based on exact specifications.

Changes in design layout, font sizes and font cases (upper & lower)
are not permitted.

The cardholder’s personal information is placed below the DLSL

wordmark, with the key departmental affiliation.

DE LA SALLE LIPA
BR. BUKNOY FSC
Official Mascot
De La Salle Lipa Inc.

(+63 43) 756 5555 Local xxx

(+63 43) 756 3117
br.buknoy@dlsl.edu.ph
1962 J.P. Laurel Hwy.
Lipa City, Batangas,
4217 Philippines www.dlsl.edu.ph

26 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

DLSL CERTIFICATES

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 27

 DLSL MEMO

For consistency on the use of the memo, it is Page 1

suggested that Futura LT (Light) be used as
2.75 inches

the typeface for body text with type size at

MEMORANDUM CIRCULAR No. :

de la salle lipa

12 point and line spacing set at 1.5 (Format > MEMO

Paragraph > Line Spacing). DATE :

TO :
.75 in.

Set the top margin at 2.75”, the bottom margin

FROM :

RE :

at .75”, the left margin at .75”, and the right Dit as ut labori aute et ent.

margin at .75”. Inctatu riscillut lam, sum aut ut ea pro moluptati quodit ut ex elestius quam, sim ut ullab int alitation
et moluptam venis alicaessint et, ut dolorem expe pa quia volupti omnimus sim aut mi, nimus alici
cullorem que volupta disi as ium quia con corro escimol oribus, offic to dolorpore pel evera natem
int aut quia net quam net lam endem harcid etur moluptiur?

Leave one empty line space between all other Ecuptas ma vit porem que provit, qui si sitatem pedipsa ndelesci ut odicias magnia consequam sam
as ipis aut am id explicidunt exerovit utatatiandam voluptatur, nobit, nonet aut quos ex et as maximai

paragraphs. onsector alis nonsequam quodit, tem. Cest, nis con nimolor rorepud itatus conem nonsequi re nis
dit debis dolutem. Ut veliqui andant as idebit labo. Et el imint resequid ut pro moluptat ea que dicia
aces mosam excea plit, quodis et adisci blacesti occatem lici re lam et aut haribus atiande lessum
fugitatem. Ut ut audit moditat. Bea volor autemquis in nonsequat.es ipsapitatem aut apitia sequo
berepel estiumqui berum es seque odiossitatet et porest, aliqui cus intus ea nihilla velibus adios utet
atem quam qui cuptatur sectium es re vendite officiliatin natiur simus.

.75 in.

.75 in.

General guidelines for formatting second and Page 2

multiple pages are shown here. Flexibility is
1.5 inches

allowed, depending on content and length of Dit as ut labori aute et ent.

Inctatu riscillut lam, sum aut ut ea pro moluptati quodit ut ex elestius quam, sim ut ullab int alitation

the letter. et moluptam venis alicaessint et, ut dolorem expe pa quia volupti omnimus sim aut mi, nimus alici
cullorem que volupta disi as ium quia con corro escimol oribus, offic to dolorpore pel evera natem
int aut quia net quam net lam endem harcid etur moluptiur?

Ecuptas ma vit porem que provit, qui si sitatem pedipsa ndelesci ut odicias magnia consequam sam
as ipis aut am id explicidunt exerovit utatatiandam voluptatur, nobit, nonet aut quos ex et as maximai
onsector alis nonsequam quodit, tem. Cest, nis con nimolor rorepud itatus conem nonsequi re nis .75 in.
dit debis dolutem. Ut veliqui andant as idebit labo. Et el imint resequid ut pro moluptat ea que dicia
aces mosam excea plit, quodis et adisci blacesti occatem lici re lam et aut haribus atiande lessum
fugitatem. Ut ut audit moditat. Bea volor autemquis in nonsequat.es ipsapitatem aut apitia sequo
berepel estiumqui berum es seque odiossitatet et porest, aliqui cus intus ea nihilla velibus adios utet
atem quam qui cuptatur sectium es re vendite officiliatin natiur simus.

.75 in.

.75 in.

28 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

POSTER BROCHURE

powerpoint background

Driving what’s

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 29

 OFFICIAL SEAL
APPLICATIONS
ON MERCHANDISE

CAP

MUG

30 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

TEES

PEN

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 31

 HOODY

JOGGEr

32 DE LA SALLE LIPA VISUAL IDENTITY MANUAL

 OFFICIAL SEAL
SAMPLE FOR DETAILS

5ft.

3ft.

Banner

DE LA SALLE LIPA VISUAL IDENTITY MANUAL 33

www.dlsl.edu.ph

DLSL Visual Identity Manual

Published by the DLSL Strategic Communications Office