OUR BRAND
A BRAND IS WHAT PEOPLE THINK ABOUT US
which is the total impressions they have when hearing or seeing our name. The University brand is our most valuable intangible asset and defines not only what we do but also who we are and why we are doing it.
These brand guidelines aim to be a tool for us to present HKUST that reflects our core values and builds an emotional connection with the audience. This brand style guide is intended to be straightforward and flexible and provide clear guidance about how our brand should appear and communicate.
UNIVERSITY IDENTITY
The use of the University’s titles, names and logos shall also comply with the respective Policy & Guidelines on the Use of the University’s Titles, Names and Logos of HKUST.
The look, feel, tone, terminology, and messages need to be consistent throughout the communication. Without consistency, audiences will lose sight of the picture we are trying to paint.
AFFILIATE LOGOS
Affiliate logos should follow the below guidelines and comply with the respective Policy & Guidelines on the Use of the University’s Titles, Names and Logos of HKUST.
DESIGN & USAGE
Our use of visual elements is distinct to our brand and reflects our key messages.
Choosing how to communicate the story visually is as important as the words you choose.
