Branding System Design and Brand Guidelines Development
Hang Seng University of Hong Kong
The Hang Seng University of Hong Kong (HSUHK) faced challenges with inconsistent visual communication
due to the absence of a unified branding system. Departments used the logo inconsistently, and there were no brand graphics or templates for materials like brochures and stationery. To resolve this, HSUHK engaged DASH to develop a comprehensive branding solution.
DASH delivered a detailed branding guideline, establishing clear standards for logo usage, brand colors, typography, and visual elements. We also created graphic assets and templates for brochures, stationery, and more. This new branding system ensured consistency and professionalism across all communications, providing HSUHK with a cohesive identity.
sector
education
work
creative direction / art direction / branding design / visual identity system design / branding guideline
Hang Seng University of Hong Kong
Branding System Design and Brand Guidelines Development
The Hang Seng University of Hong Kong (HSUHK) faced challenges with inconsistent visual communication
due to the absence of a unified branding system. Departments used the logo inconsistently, and there were no brand graphics or templates for materials like brochures and stationery. To resolve this, HSUHK engaged DASH to develop a comprehensive branding solution.
DASH delivered a detailed branding guideline, establishing clear standards for logo usage, brand colors, typography, and visual elements. We also created graphic assets and templates for brochures, stationery, and more. This new branding system ensured consistency and professionalism across all communications, providing HSUHK with a cohesive identity.
sector
education
work
creative direction / art direction / branding design / visual identity system design / branding guideline
CHALLENGE.
The Hang Seng University of Hong Kong (HSUHK) struggled with inconsistent visual communication across its departments, leading to a fragmented brand identity that undermined its professional image. Without a unified branding system, logo usage varied widely, often resulting in misalignment with the university’s core values of innovation, sustainability, and “Liberal + Professional” education. Additionally, there were no standardized brand graphics, color palettes, typography rules, or ready-to-use templates for essential materials like brochures and stationery, making it challenging to maintain coherence in print, digital, and event communications. This lack of structure not only confused stakeholders but also diluted HSUHK‘s positioning as a leading non-profit private liberal-arts-oriented university in Hong Kong, prompting the need for a comprehensive overhaul to ensure brand consistency and professionalism.
CREATIVE DESIGN & DEVELOPMENT.
To address these issues, DASH crafted a tailored branding system and developed a detailed brand guideline that establishes clear standards for every aspect of HSUHK‘s visual identity. Drawing from the university’s essence—rooted in bamboo symbolism for integrity, resilience, and sustainability—we defined a primary color palette featuring brand green and brown , alongside master logo variations (horizontal/vertical, inverted/single color) with precise sizing, spacing, and usage rules to prevent misuse. Typography guidelines ensure readability across multilingual contexts.
In addition, DASH introduced bamboo-inspired graphic elements with construction grids for flexibility in vertical/horizontal applications, and photography directives focusing on natural, engaging images of people and campus life. Beyond the guidelines, DASH created customizable assets and templates for brochures, stationery, name cards, letterheads, envelopes, email signatures, Zoom backgrounds, PPTs, video frames, backdrops, posters, and pamphlets, all aligned with HSUHK‘s tagline “The University of Choice – Advancing ‘Liberal + Professional’ Education” and mascot Handa.
This holistic approach streamlined communication efforts, fostering a cohesive identity that empowers HSUHK to present itself uniformly and effectively to students, employers, and global stakeholders.
CHALLENGE.
The Hang Seng University of Hong Kong (HSUHK) struggled with inconsistent visual communication across its departments, leading to a fragmented brand identity that undermined its professional image. Without a unified branding system, logo usage varied widely, often resulting in misalignment with the university’s core values of innovation, sustainability, and “Liberal + Professional” education. Additionally, there were no standardized brand graphics, color palettes, typography rules, or ready-to-use templates for essential materials like brochures and stationery, making it challenging to maintain coherence in print, digital, and event communications. This lack of structure not only confused stakeholders but also diluted HSUHK‘s positioning as a leading non-profit private liberal-arts-oriented university in Hong Kong, prompting the need for a comprehensive overhaul to ensure brand consistency and professionalism.
CREATIVE DESIGN & DEVELOPMENT.
To address these issues, DASH crafted a tailored branding system and developed a detailed brand guideline that establishes clear standards for every aspect of HSUHK‘s visual identity. Drawing from the university’s essence—rooted in bamboo symbolism for integrity, resilience, and sustainability—we defined a primary color palette featuring brand green and brown , alongside master logo variations (horizontal/vertical, inverted/single color) with precise sizing, spacing, and usage rules to prevent misuse. Typography guidelines ensure readability across multilingual contexts.
In addition, DASH introduced bamboo-inspired graphic elements with construction grids for flexibility in vertical/horizontal applications, and photography directives focusing on natural, engaging images of people and campus life. Beyond the guidelines, DASH created customizable assets and templates for brochures, stationery, name cards, letterheads, envelopes, email signatures, Zoom backgrounds, PPTs, video frames, backdrops, posters, and pamphlets, all aligned with HSUHK‘s tagline “The University of Choice – Advancing ‘Liberal + Professional’ Education” and mascot Handa.
This holistic approach streamlined communication efforts, fostering a cohesive identity that empowers HSUHK to present itself uniformly and effectively to students, employers, and global stakeholders.
