ServiSoft : Brand Identity Manual Contents

Building a consistent brand image ..................................................... 2

ServiSoft signature system ................................................................. 3
Using the signature color variations in media................................... 4

T
Avoiding common errors .................................................................... 5
Sub-branding device ........................................................................... 9
Three-color ServiSoft signatures ....................................................... 11

AF
Two-color ServiSoft signatures........................................................... 12
One-color ServiSoft signatures.......................................................... 14
Choosing a background color.............................................................. 15
Determining a minimum size ............................................................... 17
Measuring the signature clear area.................................................... 18
Staging the signature.......................................................................... 19

DR
Staging on signs, fades, posters, banners, etc. ............................ 21
Using the approved ServiSoft tagline .............................................. 22
Enterprise Networking identifier ........................................................ 27
Typography .......................................................................................... 29
ServiSoft artwork naming guide ....................................................... 30
Designer : Pongpan Suriyapat Glossary................................................................................................. 31
suriyapat@gmail.com
 9X
Brand Symbol
Minimun Background Area

7X
13X

13X

The ServiSoft brand is one of the company’s most precious assets. The brand signature is an important
component that helps to energize and invigorate the brand.

The graphic elements of the ServiSoft brand identity system - the ServiSoft Corporate Signature, the
signature colors and the LilyDSE typeface - are among the most valuable marketing and communications
tools. When used properly, these elements support a carefully designed Brand identity system : they allow
us to speak with one voice in the marketplace.

These standards provide the building blocks for supporting ServiSoft’s brand identity.They are designed to
help you apply the ServiSoft Brand Signature correctly and consistently across all media.

The ServiSoft signature may only be used for products, services and offers in accordance with the terms of
the license agreement with Mr.Pongpan Suriyapat.

The ServiSoft brand signature is composed of two elements : the ServiSoft 'S' symbol and the ServiSoft
brand Typography. The 'S' symbol within the signature has been redesigned to convey dimension and
depth.
Brand Symbol
2.4X
Please note :
This customization provides optimum
legibility in all sizes and orientations.
Do not attempt to recreate this
artwork. These elements must always
remain in the exact size and position
that appear in the reproducible
artwork.
7X
Minimun Background Area
X
X/2
When used with the logo, the Brand name must be used in two line only underneath the logo and as a
composite graphic with the logo, maintaining its proportion to and spacing from the logo. The Brand name
could be used alone without the logo in horizontal format.
The Brand name could be typed separately from the logo, and must never appear with the logo in any font
other than LilyDSE.
For forms and other specialist applications, the Brand name may be used in LilyDSE adjacent to the logo.
These versions of the logo are available only through Mr.Pongpan Suriyapat and usage should be approved
by him.
Typography LilyDSE Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
[(.,:;-!@$%&*/?)]
LilyDSE Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
[(.,:;-!@$%&*/?)]
LilyDSE Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
[(.,:;-!@$%&*/?)]

LilyDSE Regular, Italic and Bold typefaces are the Brand standard and should be used for all signage and
stationery. Arial may be used as an alternative. For lengthy letters, reports or other documents the following
alternatives are suitable:
• Arial Family
• Cordia New (For Thai)
• MS Sans Serif (For used in website)
The consistent use of these typefaces is important to the overall identification of ServiSoft.
Brand Color
Pantone 295 C

Pantone 187 C

Pantone 427 C
Gray Tone
Pantone 425 C Black 100 %

Pantone 430 C 50 %

Please note : Pantone 429 C 40 %

The Servisoft Brand Colour are blue
red and grey. This colour is to be
matched for all applications.
Pantone 427 C 20 %
The Pantone Matching System (PMS)
is used to specify colours for printing
purposes.

Corporate colours on this page will

not be represented accurately on your Gray Tone is to be used in some type of 3D logos and as a shade. In case of one color printing, black (K)
computer monitor. shades are acceptable.
Signature System

4 Colors Printing

C:M:Y:K C:M:Y:K

100:100:20:0 100:100:20:0

20:100:100:0 20:100:100:0

50:100:100:0 50:100:100:0

0:0:0:20 0:0:0:20

0:0:0:50 0:0:0:50

3 Colors Printing

A signature is the combination of a symbol and titles (Tag). The Symbol is the 'S' sign and the titles are
'Servisoft' and 'AsiaBiz Networks' - which is a corporate name. To achieve uniformity of all signatures, the
size and spatial relationship between symbol, typography and color are specified
Signature System C:M:Y:K

100% Black
C:M:Y:K

100% Black

50% Black 50% Black

40% Black 40% Black

20% Black 20% Black

One Color Printing

C:M:Y:K C:M:Y:K

100% Black 100% Black

50% Black

20% Black

Simplify One Color Logo One Color for Silk screen

A signature is the combination of a symbol and titles (Tag). The Symbol is the 'S' sign and the titles are
'Servisoft' and 'AsiaBiz Networks' - which is a corporate name. To achieve uniformity of all signatures, the
size and spatial relationship between symbol, typography and color are specified
Signature System
Overview
4-Color Signatures 3-Color Signatures 1-Color Signatures

Gradient P
Positive

Gradient P
Reverse

P P
Solid
Positive

Solid P P
Reverse
Please note :
The ServiSoft Brand Signatures
shown beside and throughout these
guidelines are used as illustrative
examples. These guidelines apply to
all ServiSoft Brand Signature
versions. The combination between
Logo and Tag-line version is the
preferred version for all applications.

= Preferred Version Above is an overview of the ServiSoft signature system. It organizes the signatures based on color,
P combination or tag-line configuration, positive or reverse, gradient "S - Shaped" or solid shape. There are
Others = Acceptable Version 10 approved versions for the ServiSoft Brand Signature.
 7X
Name Tag Minimun Background Area

4.5X 2.4X X
X/2

Name Tag Proportion

14X

ServiSoft Name Tag

Warranty Void if Seal is Removed

05 06 07 08 09
1 2 3 4 5 6
7 8 9 10 11 12
AsiaBiz Networks Co.,Ltd. Tel.361 8044 Warranty Tag

Servisoft Name Tag can be used when there is not enough space for the whole signature or the space is not
a square. Name Tag can be used as a Silk Screen Pattern for Shirts, any ServiSoft's memorabilia or
warranty sticker for ServiSoft Product.
Avoiding
Common Errors
Voicemail
ail ervice

The ServiSoft "S-shaped" symbol may never be

used as the letter “S” in a word.

The Servisoft brand signature should be used in

all Servisoft communications and advertising. The
brand can appears as a full logo or only a tag line.

The Servisoft brand signature is one of AsiaBiz Networks' most valuable corporate assets and the equity in
the Servisoft identity must not be depreciated in any way. Adhering to these guidelines will ensure proper
reproduction and application of the Servisoft Brand Signature. The examples here and on the following
pages illustrate some of the most common application errors.
Avoiding
Common Errors No other logos, marks or signatures may be
developed or used to represent ServiSoft-branded
products, services or organizations. The ServiSoft
corporate signature is the mark (or logo) that
represents all ServiSoft branded products and
services in ServiSoft brand communications.

ments of the
y system - Brand
ure colors and the
are among the mos
and communicatio
properly, thes
ully de Do not use the ServiSoft logotype or globe symbol
identity system in body copy. Instead, typeset “ServiSoft” in the
same typeface as used for the text. It may be
bolded or italicized for emphasis.

Do not replace the ServiSoft logotype with another

typeface.The logotype has been carefully drawn
and letterspaced.
Avoiding
Common Errors
Do not alter the relationship between the "S"
symbol and the ServiSoft logotype. Separating the
elements of the signature compromises the
integrity of the ServiSoft brand.

Do not alter the proportions between the "S"

symbol and the ServiSoft logotype.

Do not alter the relationship between the "S"

symbol and the ServiSoft logotype.
Avoiding
Common Errors

Do not stretch, condense or distort the signature in

any way.

Do not use two or more ServiSoft signatures for

identification on the same page.

10%
discount!

Do not place other secondary identification

symbols or images within the signature clear area.
Avoiding
Common Errors
Do not transpose the colors of the ServiSoft
signature. If the "S" symbol is black, the ServiSoft
logotype must also appear in black.

Do not place the ServiSoft signature on a

background with insufficient contrast.

Do not use the 4-color, gradient signature on any

background color other than blue.
Avoiding
Common Errors
Do not reproduce a reverse solid "S" symbol in
any color other than white or black with any
background color.

Do not apply the signature to uneven

backgrounds, textured or screened backgrounds
or reflective surfaces. The unevenness will
obscure the clarity of the signature.

Do not add a highlight or other decorative device

to the symbol.
Background Color
Chosing and Using
Correct use of color will enhance the impact of the ServiSoft Brand Signature and will differentiate the
ServiSoft Brand from competition. The guidelines below provide standards for placing the signature on a
background color.

4-color gradient signatures

The 4-color positive, gradient

signature should only be placed on
white or grey backgrounds.The
reverse version should only be placed
on dark blue backgrounds. Do not
place any of the 4-color signatures on
colored, patterned or textured
backgrounds.

3-color solid signatures

The 3-color positive, solid signature

should only be placed on white or grey
backgrounds. The reverse version
should only be placed on dark blue
backgrounds. Do not place any of the
two-color solid signatures on colored,
patterned or textured backgrounds
(excluding promotional items).
Background Color
Chosing and Using
One-color solid signatures

The one-color positive, solid signature should only be placed on 100% white to 30% black backgrounds.
Always ensure significant contrast between the signature and the background. Do not place the signature
on colored, patterned or textured backgrounds (excluding promotional items). The reverse version should
only be placed on 100% black to 30% black backgrounds (excluding promotional items).
In addition, the one-color solid signature can be placed on any color background if the contrast between
the signature and the background is maintained carefully (eg. shirt, bag, fabric texture or any plain plane.)
Minimum Size
Determining a minimum size

To ensure that the Servosoft brand signature is always legibly and accurately reproduced, minimum size
guidelines have been determined. Never reproduce the signature at sizes less than those shown below. As
illustrated below, the minimum size is determined by measuring the diameter of the globe.

Gradient signatures

To accurately capture the fine detail in the gradient logo, never

25 mm. reproduce Servosoft brand gradient signatures less than 25mm.

Solid signatures
15 mm. The solid signatures can be accurately reproduced at smaller sizes
than the gradient signatures.The smallest approved solid signature
is 15 mm.
Measuring
the signature clear area
A clear area

A clear area around the Servisoft brand signature will insure that it has maximum visibility and impact on
every communication. Avoid crowding the signature with other graphic elements such as typography and
imagery. As illustrated below.

9X
7X

Minimun Background Area

7X
13X X
4.5X 2.4X
X/2
X

13X
14X

Minimun Background Area, using as a single tag for sign or banner

Measuring
the signature clear area
A clear area

A clear area around the Servisoft brand signature will insure that it has maximum visibility and impact on
every communication. Avoid crowding the signature with other graphic elements such as typography and
imagery. As illustrated below.

4X 4X

X
4X 4X

Clear area for print and electronic media

Keep the clear area to each side of the Servisoft signatures

equal to or greater than the 4X rectangular. Follow this
standard for all media except signs,banners, etc.
Measuring
the signature clear area
Staging the signature

While the Servisoft brand identity system provides a high degree of flexibility, consistent placement of the
signature will help to ensure brand recognition and a cohesive look across media.

Minimum Clear Arear for Prints Advertisements and Documents

Stationeries
Paper Standards

The sizes used for all stationery items are based on the sizes recommended by the International
Standards Organisation (ISO). They are based on a sheet size, A0, which is one square metre in area.
The series has been devised so that each format has a width:length relationship 1:2. The rectangular
shape, when folded in half on the long side, results in the next size down; an A4 sheet folded becomes A5
etc. The A and B sheets are in proportion. They are used for stationery and brochures.

A0 A1

A0 841 x 1189 mm B0 1000 x 1414 mm

A1 594 x 841 mm B1 707 x 1000 mm
A2 420 x 594 mm B2 500 x 707 mm
A3 297 x 420 mm B3 353 x 500 mm
A4 210 x 297 mm B4 250 x 353 mm
A5 148 x 210 mm B5 176 x 250 mm
A6 105 x 148 mm B6 125 x 176 mm
A7 74 x 105 mm B7 88 x 125 mm

A2 A3

A4 A5

A7
A6

Paper Standards
Stationeries
Letterhead Letterhead

The text of the letter should be in 10 or 11 point LilyDSE Regular, aligned left, without paragraph indents.
Acceptable alternative fonts for the body are:
• Helvetica
• Arial
• Palatino
• Gill Sans

AsiaBiz Networks Co., Ltd.

Servisoft | Sales Department
Asiabiz Networks Company Limited
123 Soi Premier 1, Srinakarin Road,
Nongbon, Prawej, Bangkok 10250, Thailand
Tel: +66 (0) 2361 8044
Fax: +66 (0) 2361 8048
Email: asiabiz@asiabiznetworks.com

Text mark to begin Date

>
>
>
Address

>
Attention
Re:Subject
fold line
>
Dear
>
Text

Close
>
>
>
>
>
>
>
Signatory
Designation
phone/email
>
>
>
Encl
c

Servisoft | Sales Department | Asiabiz Networks Company Limited

50% Letterhead Standards

Stationeries
Fax Form Fax Form

The text of the Fax Form should be in 10 or 11 point LilyDSE Regular, aligned left, without paragraph
indents. Printed in Black and White.
Acceptable alternative fonts for the body are:
• Helvetica
• Arial
• Palatino

Servisoft | Facsimile Transmission

Asiabiz Networks Company Limited

From To
Name Name
> >
Position Position
> >
Address Company
> >
> >
> >
Phone Phone
> >
Fax Fax
> >

No. of pages(inc this page)

>

Date
>

Servisoft | Sales Department | Asiabiz Networks Company Limited

50% Facsimile Standards

Stationeries Memorandum
Memorandum The text of the Memorandum should be in 10 or 11 point LilyDSE Regular, aligned left, without paragraph
indents. Printed in Black and White.
Acceptable alternative fonts for the body are:
• Helvetica
• Arial
• Palatino
• Gill Sans

Servisoft | Memorandum
Asiabiz Networks Company Limited

To
>
From
>
Date
>
Subject
>

Servisoft | Sales Department | Asiabiz Networks Company Limited

50% Memorandum Standards

Stationeries
Envelope Envelope

The text of the Envelope should be in 10 or 11 point LilyDSE Regular, aligned left, without paragraph
indents. Printed in Color or Black and White. The Envelope size is 220 X 110
Acceptable alternative fonts for the body are:
• Helvetica
• Arial
• Palatino
• Gill Sans

Servisoft | Asiabiz Networks Co., Ltd.

123 Soi Premier 1, Srinakarin Road, Nongbon, Prawej,
Bangkok 10250, Thailand.

Servisoft | Asiabiz Networks Co., Ltd.

123 Soi Premier 1, Srinakarin Road, Nongbon, Prawej,
Bangkok 10250, Thailand.

Servisoft | Asiabiz Networks Co., Ltd.

123 Soi Premier 1, Srinakarin Road, Nongbon, Prawej,
Bangkok 10250, Thailand.

50% Envelope Standards

Stationeries
Business Card Business Card

Thomas A. Edison
Managing Director

AsiaBiz Networks Co., Ltd.

123 Soi Premier 1, Srinakarin Road,
Nongbon, Prawej, Bangkok 10250, Thailand
Tel: +66 (0) 2361 8044
Fax: +66 (0) 2361 8048
Email: asiabiz@asiabiznetworks.com

Thomas A. Edison
Managing Director

AsiaBiz Networks Co., Ltd.

123 Soi Premier 1, Srinakarin Road,
Nongbon, Prawej, Bangkok 10250, Thailand
Tel: +66 (0) 2361 8044
Fax: +66 (0) 2361 8048
Email: asiabiz@asiabiznetworks.com

Business Card Standards

Stationeries
Identity Card Identity Card

The Identity card is used by Servisoft’s staff.

Format: 85 x 54mm

The identity card is made from PVC and is printed in blue and grey. The cardholder’s photo isfull colour.

Programmer

Aya Mitsubishi
Junior Programmer

Expired : 1 Jan 2006

Signature
Customer Service

Aji Nomoto
Technical Support Agent

Expired : 1 Jan 2006

Signature

Identity Card Standards

Stationeries
Report Cover Report Cover

The report cover is for use on Servisoft's bound documents and proposals

Servisoft | Technical Report

AsiaBiz Networks Company Limited

Servisoft | Technical Report

AsiaBiz Networks Company Limited

Reported by : Networking Division

Reported by : Networking Division

40% Report Cover

Stationeries
A4 Folder A4 Folder

The folder size is 218 x 310mm (folded) with a 300gsm. paper.

Servisoft
AsiaBiz Networks Company Limited Folded view showing pocket
on the inside

AsiaBiz Skserviso
Networ
Compa fitetd
ny Lim

40% A4 Folder
Stationeries
PowerPoint Template PowerPoint Template

The template should be used for presentations to external audiences but its use is not compulsory for
internal presentations or meetings

Click to add title

Servisoft | Technical Report

AsiaBiz Networks Company Limited

50% PowerPoint Template

Stationeries
PowerPoint Template PowerPoint Template

The template should be used for presentations to external audiences but its use is not compulsory for
internal presentations or meetings

Click to add title

Servisoft | Technical Report

50% PowerPoint Template
Advertising
and Prints
CD-ROM for sales promotion

Servisoft | CRM Solution

Asiabiz Networks Company Limited

DISC Mark

Servisoft | CRM Solution Example of CD-ROM for sales promotion

Asiabiz Networks Company Limited
Advertising
and Prints
Please note :
The Servisoft Brand Colour are blue
red and grey. This colour is to be
matched for all applications.
The color scheme of all photography
used in Servisoft's advertising have to
be maintained correctly.
Advertising
To ensure that Servisoft's customers are aware of and understand it's products, services and unique
organizational concept, there are the Servisoft sample of advertisings.
The device enables a consistent visual presentation of Servisoft's product, service and organizational
names. It helps to communicate the name and serves to highlight the marketing concepts.
CRM Copy
Solution
texts placed here!
Contact Center
Copy texts placed here!
Servisoft
Advertising
To ensure that Servisoft's customers are aware of and
understand it's products, services and unique organizational
concept, there are the Servisoft sample of advertisings.
The device enables a consistent visual presentation of
Servisoft's product, service and organizational names. It
Servisoft helps to communicate the name and serves to highlight the
marketing concepts.
Advertising
To ensure that Servisoft's customers are aware of and
understand it's products, services and unique organizational
concept, there are the Servisoft sample of advertisings.
The device enables a consistent visual presentation of
Servisoft's product, service and organizational names. It
helps to communicate the name and serves to highlight the
marketing concepts.
The device enables a consistent visual presentation of Servisoft's product,
service and organizational names. It helps to communicate the name and serves
to highlight the marketing concepts.
The device enables a consistent visual presentation of Servisoft's product,
Example of Advertising
service and organizational names. It helps to communicate the name and serves
to highlight the marketing concepts.
 Software Box Package

Servisoft | Enterprise Management

Servisoft | Enterprise Management
Software Box
Advertising
and Prints
Advertising Exhibition
and Prints
ServiSoft | Enterprise Software
AsiaBiz Networks Company Limited

Environmental Graphic for Exhibition