IMDA Brandbook

Brand 

Guidelines

IMDA BRAND GUIDELINES 

Content 

Introduction 

As we embark on a new milestone with 

a brand new identity, the guidelines in 

this booklet will help ensure the essence 

and intent of IMDA shall be respected 

and appreciated. It serves as a guide for 

implementing the brand identity both 

within and beyond the organisation. 

Brand Story 

Belief Statement 

Vision & Mission 

Values & Positioning 

Brand Identifiers 

01 Logo 

02 Logo Variations 

03 Logo Guidelines 

06 Tagline & Hashtag 

07 Boilerplate 

08 Brand Colours 

09 Typography 

10 Imagery 

Brand Applications 

(Corporate) 

12 Communication 

Graphics Guidelines 

13 Print Media 

23 Digital Media 

26 Logo Animation 

27 Presentation 

Templates 

30 Stationery 


(Sub-Brand) 

36 Sub-Brand 

Logo Guidelines 




(Event) 

55 Event Logo 

Guidelines 



(Co-Partnership) 

59 Co-Partnership 


61 Print Media


C 

Brand Story 

In the world that we now inhabit, 

change is so bewildering that it is 

measured in nano seconds. In such a 

fascinating world, transformation has 

to be embraced. 

As Singapore’s Chief Digital Office, 

the Infocomm Media Development 

Authority is the body that will lead 

and inspire the digital transformation 

of the national economy. By harnessing 

technology, we will build a Smart 

Nation that propels individuals and 

businesses into new heights 

of unprecedented growth. 

We do this by seeking and welcoming 

partnerships with the industry, 

community and other government 

agencies. For we are mindful that 

this quest towards Smart Nationhood 

requires collaboration. 

www.imda.gov.sg/about/what-we-do


D 

Belief Statement 

Speed of digital transformation 

requires us to disrupt ourselves or 

be disrupted to stay globally relevant 

and remain as a cohesive society. 

We need to compete for growth/ 

opportunity so that our people can 

aspire for a better life together. 

Vision 

A dynamic digital economy and 

a cohesive digital society driven 

by an exceptional infocomm and 

media ecosystem 

Mission 

Drive Singapore’s digital 

transformation with ICM


E 

Values 

Integrity | Collaboration 

Innovation | Care & Respect 

Positioning 

“IMDA is the gateway to growing 

the infocomm media sector that 

will empower a thriving future for 

Singapore and Singaporeans.”


Brand 

Identifiers 

01 Logo 

02 Logo Variations 

03 Logo Guidelines 

- Background Applications 

- Restricted Zone 

- Minimum Size 

- Incorrect Usage 

06 Tagline & Hashtag 

07 Boilerplate 

08 Brand Colours 

09 Typography 

10 Imagery 

- Style 

- Misuse


1 

Logo 

The inverse fonts of “I” and “M” make 

up the key elements of the IMDA logo. 

The letter “I” is framed by an open 

window, showing how infocomm media 

can open a world of possibilities for all. 

The letter “M” is created with three 

triangles representing people, industry 

and government working together. 

Our colours represent the way we will 

fulfil our mission. Red depicts passion, 

while purple signifies creativity and 

innovation. Passion, creativity and 

innovation are how we can empower 

possibilities for all. 

Collectively, the IMDA logo symbolises 

a world of opportunities that we can 

create for Singapore by bringing the 

government, industry and people 

together to harness the potential of 

infocomm media in a digital world.


2 

Logo Variations 

Primary Logo 

Variations of the logo can be used 

for different purposes. 

The primary logo will be used on english 

platforms. 

The chinese logo will be used on chinese 

platforms. 

The international logo will be used on 

international platforms. 

For special occasions where gold or 

silver is the main theme, the IMDA 

logo can adopt the gold or silver 

colour befitting the occasion. 

Chinese Logo 

International Logo 

Gold Logo 

Silver Logo


3 


Full Colour Logo against greyscale background 

Background Applications 

Examples of IMDA logos on 

coloured backgrounds. 

0% black value 50% 100% 

Reverse White Logo against coloured background 

Note: 

The gold and silver IMDA logo can 

only be used on black or white 

coloured backgrounds. 

Black or reverse white logo on black and white print application 


Gold Logo (on white) 

Gold Logo (on black) 


Silver Logo (on white) 

Silver Logo (on black) 

0% black value 50% 100%



4 

Restricted Zone 

Minimum clearance around the logo 

is based on the height of this triangle. 

It is important that there is clear space 

around the IMDA logo. This will give it 

more prominence and allow it to stand 

out. A minimum clear space area is 

defined by the downward triangle graphic 

in the logo. When the logo is placed over 

an image, ensure that the background is 

free of clutter. Areas of solid colour are 

best for legibility. 

Minimum Size 

To ensure legibility, a minimum size 

restriction has been placed on the logo. 

In these circumstances, consideration 

should be given to legibility and the 

reproduction method being used. 

Minimum Size 

Cap height: 7mm



5 

Incorrect Usage 

This section gives a sampling of common 

usage violations where the guidelines are 

not followed. 

The configuration and 

proportions of the logo must 

never be changed or modified 

in a way not stipulated in this 

guideline. 

The colours of the logo 

should never be changed 

or modified. 

Always use the correct 

resolution when using 

the logo. 

Logo should be reversed 

white against dark coloured 

backgrounds. 

Do not reproduce the 

logo at sizes smaller than 

the allowable minimum 

size stipulated in this 

guideline. 

In instances where there 

is a cluttered background, 

opt for a reversed white 

logo. Ensure a high 

contrast between logo 

and background for 

visibility.


6 

Tagline 

The brand tagline encapsulates the brand 

premise which is to open up a world of 

opportunities to individuals, community 

and government. 

It should be incorporated in any print or 

broadcast materials whenever possible. 

English version 

EMPOWERING POSSIBILITIES 

Chinese version 

Hashtag 

On social media platforms, incorporating 

the #empoweringpossibilities hashtag 

in IMDA related content can help 

strengthen the brand, increase traction 

and encourage conversation. 


#empoweringpossibilities 

Chinese version 

#


7 

Boilerplate 

This paragraph can be included for IMDA 

related materials such as press releases, 

media fact sheets, etc. In such instances, 

the boilerplate should end with: 

“For more news and information, 

visit www.imda.gov.sg or follow IMDA 

on Facebook IMDAsg and Twitter 

@IMDAsg.” 

The Infocomm Media Development Authority (IMDA) leads Singapore’s digital 

transformation with infocomm media. To do this, IMDA will develop a dynamic digital 

economy and a cohesive digital society, driven by an exceptional infocomm media (ICM) 

ecosystem – by developing talent, strengthening business capabilities, and enhancing 

Singapore’s ICM infrastructure. IMDA also regulates the telecommunications and media 

sectors to safeguard consumer interests while fostering a pro-business environment, and 

enhances Singapore’s data protection regime through the Personal Data Protection Commission.


8 

Brand Colours 

Most of IMDA’s applications use 

red and purple as primary colours. 

Secondary colours include blue, yellow, 

orange and green. 

The gradient colour palette is 

implemented to add flexibility for visuals. 

Primary Colour 

Red 

PANTONE 185C 

C0 M100 Y95 K0 

Location: 0% 

C70 M95 Y5 K0 

Location: 65% 

Purple 

PANTONE 526C 

C70 M95 Y5 K0 

Location: 100% 

After extensive testing, these values have 

been optimised to suit the gradations and 

should be used at all times. 

Secondary Colour 

Important: 

Colours should always be used at 

100% opacity. 

Green 

PANTONE 340C 

C80 M10 Y75 K0 

Location: 0% 

C70 M10 Y60 K0 

Location: 0% 

Blue 

PANTONE 306C 

C70 M5 Y0 K0 


Gradation Slider’s Location: 45° 

Orange 

PANTONE 715C 

C0 M50 Y90 K0 

Location: 0% 

C0 M48 Y98 K0 

Location: 0% 

C10 M88 Y90 K0 

Location: 65% 

Red 

PANTONE 185C 

C0 M100 Y95 K0 

Location: 0% 

Yellow 

PANTONE Yellow C 

C5 M5 Y90 K0 

Location: 0% 

Green 

C80 M5 Y55 K0 


C80 M5 Y55 K0 

Location: 80%


9 

Typography 

We recommend using four specific 

weights: Avenir Black, Avenir Heavy 

Avenir Medium and Avenir Roman for 

flexibility across all mediums. 

Avenir Black, Heavy, Medium can be 

used for headlines. Avenir Medium 

and Roman can be used for body copy. 

Always opt for Avenir Heavy for 

hashtag and Avenir Black for social 

media username. Avenir Heavy is used 

for endorsement lines. 

English Version 

Aa Aa 

Avenir Black 

Avenir Heavy 

Aa 

Aa 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

1234567890 



1234567890 

Our alternate English typeface is Arial. 

It can be used as a substitute when 

Avenir is not available in certain 

software platforms. 

Avenir Medium 

Avenir Roman 

Chinese Version 



1234567890 



1234567890 

字字 

一二三四五六七八九十 

一二三四五六七八九十


10 

Imagery 

Style 

The photographic style of IMDA should 

depict a positive way of life amongst 

people in Singapore. Its imagery should 

reflect its core brand attributes such 

as how technology can benefit us and 

support our way of life. 

The photography should range from 

businesses and family to technology. 

Imagery should capture authentic 

interactions and expressions between 

people who happen to be caught in 

a moment.


Imagery 

11 

Misuse 

Avoid imagery where people appear to 

be posing as this loses the spontaneity 

of capturing a moment in time. 

In all cases, people, environment and 

objects should appear realistic and not 

overly manicured or staged. 

However, in the case of a testimonial 

where the subject is featured such as 

a live interview, the subject may look 

into camera. 

Avoid device-focused images that don’t tell a 

human story. 

Avoid images that are not Singaporean-centric. 

Avoid people photography that is 

unspontaneous and contrived. 

Facial expressions should evoke a mood - 

either fun/engaging or inspiring, not sadness.


Brand 

Applications 

(Corporate) 

Communication Graphics - Open Window Element 

is only applicable in this section. 

12 Communication 


- Open Window Element 


- Newspapers 

- Magazines 

- Posters 

- Flyers 

- Pull-up Banners 


- Electronic Direct Mailers 

- Electronic Newsletters 

- Web Banners 

(Static, Animated) 

26 Logo Animation 

27 Presentation Templates 

30 Stationery 

- Namecard 

- Envelope 

- Letterhead 

- Staff Pass 

- Corporate Folder 

- Tent Card


12 

Communication 


Open Window Element 

Open window 

Our brand communication graphics, 

also referred to as “open window”, 

is our distinctive recognisable element 

that unifies our brand communication 

system. Here are some examples of 

how the open window element should 

be applied. 

1 

LOREM IPSUM DOLOR 

SIT AMET CONSECTETUR 

2 


SIT AMET CONSECTETUR 

Important: 

1 The open window element should be left aligned 

and applied to all headlines. 

4 

The height of the open window element follows 

the height of the headline. 

2 

The space between the open window element 

and the headline is equivalent to the width of the 

open window. 

The open window element should be positioned 

after the last letter of the headline. 

3 

x 

38x 

3 The width of the open window element should be 

approximately 1/28 the width of the artwork. 

4 The width of the open window element should be 

approximately 1/38 the width of the artwork. 

x 

28x


13 

Print Media 

Newspapers 

32.7cm x 54cm | Full Page 

This is a typical layout of a full page 

newspaper advertisement. 

1 

10mm 

1 

Minimum Clear Space: Margins are set at 10mm. 

This clear space is not applicable to the open 

window element. 

2 Social media information to be kept at the 

bottom-left of artwork. 

3 Hashtag to be placed below social media 

information. 


CONSECTETUR ADIPISCING 

ELITALIQUAM TEMPOR 

IPSUM LABORUM 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed vitae fermentum neque. Morbi ultricies 

enim at lectus lobortis, vel pulvinar ipsum elementum. Vivamus id nulla volutpat, ullamcorper nulla 

eget, mollis mauris. Pellentesque id diam a nisl aliquam tristique, mauris ne turpisiultricie. 

Headline: 

Avenir Medium, minimum 50pt 

Uppercase, Left Align 

Body Copy: 


Left Align 

4 Logo width should be at least 1/4 of the width 

of the visual, excluding the clearance space. 




IPSUM LABORUM 




Social Media: 

Avenir Black, minimum 15pt 

2 4 

Hashtag: 

Avenir Heavy, minimum 18pt 

IMDAsg 


3 



Reverse Black Version 

4x 

x


Print Media 

14 

Newspapers 

27.3cm x 37cm | Junior Page 

This is a typical layout of a junior page 


1 

10mm 

1 







information. 






IPSUM LABORUM 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed vitae fermentum neque. 

Morbi ultricies enim at lectus lobortis, vel pulvinar ipsum elementum. Vivamus id nulla 

volutpat, ullamcorper nulla eget, mollis mauris. Pellentesque id diam a nisl aliquam 

tristique, mauris ne turpisiultricie. 

Headline: 



Body Copy: 


Left Align 




IPSUM LABORUM 





Social Media: 


Hashtag: 




2 4 

3 




4x 

x


Print Media 

15 

Newspapers 

32.7cm x 27cm | Half Page 

1 

10mm 

This is a typical layout of a half page 


1 







information. 






IPSUM LABORUM 




Headline: 



Body Copy: 


Left Align 

Social Media: 


Hashtag: 




2 

3 

4 

5x 

x 




IPSUM LABORUM 






Reverse Black Version


Print Media 

16 

Magazines 

21cm x 29.7cm | A4 Size 

1 

10mm 

This is a typical layout of an A4 size 

magazine advertisement. 

1 







information. 






IPSUM LABORUM 





Headline: 



Body Copy: 


Left Align 




IPSUM LABORUM 





Social Media: 


2 

4 

Hashtag: 




3 




4x 

x


Print Media 

17 

Posters 


1 

10mm 


poster. 

1 







information. 






IPSUM LABORUM 





Headline: 



Body Copy: 


Left Align 




IPSUM LABORUM 





Social Media: 


2 

4 

Hashtag: 




3 




4x 

x


Print Media 

18 

Flyers 


Front 


front cover for flyers. 

1 

10mm 

1 







IPSUM LABORUM 

Headline: 



2 Hashtag to be kept at the bottom-left of 

artwork. 






IPSUM LABORUM 

3 

Hashtag: 



2 



4x 

x


Print Media 

19 

Flyers 


Back 

1 

10mm 


back cover for flyers. 

1 


2 Social media information will be placed on the 

back page. 

Subheader: 

Avenir Roman, minimum 12pt 

Left Align 


LOREM IPSUM 

LOREM IPSUM DOLOR SIT AMET 

CONSECTETUR ADIPISCING ELIT: 

Curabitur bibendum id ligula eget 

Phasellus et augue vel est dictum maximus 

Vestibulum in arcu iaculis, pulvinar 

Integer ac interdum risus tellus nulla 

Nullam finibus nibh id turpis ultricies 


Pellentesque accumsan lacinia nisi* 

Maecenas vel leo venenatis 

LOREM IPSUM 


CONSECTETUR ADIPISCING ELIT 

VESTIBULUM IN ARCU IACULIS 

PELLENTESQUE: 


Fulfil either one of the following: 

• Phasellus et augue vel est dictum 

• Integer ac interdum risus tellus nulla 

pulvinar 


nibh id turpis ultricies 




*Curabitur bibendum 

Headline: 


Left Align or Center Align 

Subheader: 



Body Copy: 


Left Align 

2 

IMDAsg imda.gov.sg info@imda.gov.sg 

Social Media: 


Center Align


Print Media 

20 

Flyers 

9.9cm x 21cm | DL Size 

Front 

This is a typical layout of a DL size 


1 

5mm 

1 




2 Hashtag to be kept at the bottom-left of 

artwork. 



LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 

TEMPOR 

Headline: 



LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 

TEMPOR 

3 

Hashtag: 


2 


4x 

2 

x 




Print Media 

21 

Flyers 


Back 

1 

5mm 



1 



back page. 


LOREM IPSUM 











Headline: 



Subheader: 



Body Copy: 

Avenir Roman, minimum 7.5pt 

Left Align 

Subheader: 


Left Align 

LOREM IPSUM 




PELLENTESQUE: 





pulvinar 







2 


imda.gov.sg 

info@imda.gov.sg 

Social Media: 


Center Align


Print Media 

22 

Pull-up Banners 

84cm x 200cm 

x 

4x 

This is a typical layout of a pull-up banner. 

1 

45mm 

2 

1 




2 Logo width should be at least 1/4 of the width of 

the visual, excluding the clearance space. 

3 Social media information and hashtag to be 

placed below body copy. 




IPSUM LABORUM 

Headline: 



4 Keep a minimum clear space of 220mm to 

ensure readability for readers. 




IPSUM LABORUM 

Body Copy: 


Left Align 

Social Media: 


Center Align 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Nulla nec sapien non lorem varius hendrerit. Proin efficitur, 

velit eget rhoncus semper, libero magna imperdiet felis, eu 

posuere ante arcu vitae leo. Morbi pulvinar consectetur 

tortor, in aliquet lectus scelerisque sed. 



3 






Hashtag: 


Center Align 

4 

220mm 





23 

Digital Media 

Electronic Direct Mailers 

600px by 1000px 

1 

36px 

Electronic direct mailers (EDMs) can 

be used as invitation to events and 

seminars. The example on this page 

illustrates a typical layout for an IMDA 

programme EDM. 

EVENT 

NAME 

HERE 

Headline: 



1 

Clear Space: Margins are set at 36px. 

This clear space is not applicable to the 

open window element. 

TIME: LOREM IPSUM 

VENUE: LOREM IPSUM 

Subheader: 



2 IMDA logo width should be at least 1/4 

of the width of the visual, excluding the 

clearance space. 

TITLE HERE: LOREM IPSUM AMT, 


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut accumsan nulla a 

tortor viverra facilisis. Sed consequat pellentesque leo, nec finibus augue. Fusce 

eget faucibus turpis. Mauris maximus cursus sapien a bibendum. Suspendisse ut 

felis elementum, gravida lacus non, pulvinar orci. Proin condimentum dolor 

elementum est semper blandit. Quisque interdum, metus vel pharetra varius, 

diam enim convallis magna, nec gravida felis sapien eget odio. Ut quis ligula. 

Subheader: 



Body Copy: 


Left Align 

Contact Information: 



Tel (65) 6211 0088 Fax (65) 6211 1316 

Website imda.gov.sg 

2 

Social Media: 


4x 

x


Digital Media 

24 

Electronic Newsletters 

600px by 1200px 

Electronic newsletters are a great 

way to keep people updated with the 

latest information. When designing the 

newsletter, these guidelines should be 

followed to be consistent with 

the brand persona. 

3 

1 

22px 

LOREM IPSUM 

2 

36px 

Header: 


Uppercase, Center Align 

Headline: 



1 

Keep to a 2 column grid of 22px gutter layout. 

2 Clear Space: Margins are set at 36px. 

3 This section of clear space can be used 

for header. 

4 

IMDA logo width should be at least 1/4 



NEWS OF THE WEEK 

TITLE: 

LOREM IPSUM 

Lorem ipsum dolor sit amet, 

consectetur adipiscing elit. 

Ut accum nulla a tortor vive 

facilisis mauris maximus 

cursus. sapien a bibendum. 

Suspendisse ut felis. 

Read More 

Subheader: 



Body Copy: 


Left Align 

Button: 


Center Align 

TITLE: LOREM IPSUM 

Lorem ipsum dolor sit amet, consectetur 

adipiscing elit. Ut accum nulla a tortor 

vive facilisis mauris maximus cursus. 

Read More 





Read More 

Contact Information: 



Tel (65) 6211 0088 Fax (65) 6211 1316 

Copyright © Info-communications Media Development Authority 

4 

Social Media: 


4x 

x


Digital Media 

25 

Web Banners (Static) 

320px by 50px (top) 

300px by 250px (bottom) 

1 

10px 

Here are some examples of how IMDA 

digital advertisement banners will look 

like. The key to an effective digital 

advertisement banner is keeping the 

visuals and content simple. It is important 

to maintain a visual hierarchy of imagery, 

headline, call to action, followed by the 

IMDA logo and tagline. Ensure that the 

button is always positioned after 

the headline. 

Button: 

Avenir Black, 

minimum 8.5pt 

Center Align 

LOREM IPSUM DOLOR SIT AMET MAURIS 

Click Here To Find Out More 

2 

5x 

x 

Headline: 



1 

10px 

1 

Minimum Clear Space: Margins are set at 10px. 




LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 

Headline: 



Button: 

Avenir Black, 

minimum 8.5pt 

Center Align 



2 

Hashtag: 


LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 



Reverse Black 

5x 

x


Digital Media 

25 

Web Banners (Animated) 

Digital advertisement banners 

can be more visually appealing by 

incorporating animations. Here is an 

example illustrating the sequence of an 

animated banner. 

LOREM IPSUM DOLOR SIT AMET CONSECTETUR ELIT 

MAURIS EU SEM NEC AUGUE FERMENTUM AUCTOR 

EMPOWERING POSSIBILITIES. 






#empoweringpossibilities


26 

Logo Animation 

For multimedia and web communications, 

the 3-second animated logo is preferred 

over the static logo unless there is limited 

time. Please use the animated logo files 

included in the brand assets.


27 

Presentation 

Templates 

As with the rest of our communication 

materials, powerpoint presentations 

should reflect the distinctive image of the 

IMDA brand. Note that the IMDA logo is 

always placed at the bottom right hand 

corner of the template. 

Title Slide 

Option 1 

Option 2 

End Slide 

Option 1 

Option 2


28 

Presentation 

Templates 

Divider Slide Option 1 







Divider Slide Option 2


29 

Presentation 

Templates 

Content Slide Option 1 







Content Slide Option 2


30 

Stationery 

Namecard 

8.5cm x 5.5cm 


1 

5mm 

Font: Avenir Black, 8pt 

1 

Clear Space: Margins are set at 5mm. 

2 “IM” hallmark to be set at 50mm and kept at 

the bottom-right of artwork. 

3 Height of expression to also be 50mm. 

SOPHIA GOH 

Assistant Manager 

Human Capital Development 

10 Pasir Panjang Road 

#10-01 Mapletree Business City 

Singapore 117438 

2 3 


T 

D 

E 

(65) 6211 0088 

(65) 6211 1316 

sophia_goh@imda.gov.sg 

www.imda.gov.sg 

International version 

Font: Avenir Roman, 7.5pt 

Font: 

, 

7.5pt 

SOPHIA GOH 

Assistant Manager 

Human Capital Development 

蔡美珠 

助理经理 




T (65) 6211 0088 

D (65) 6211 1316 

E sophia_goh@imda.gov.sg 


Font: 

M 简黑 , 7.5pt


Stationery 

31 

Envelope 

22cm x10cm 

x 

4x 

1 


1 

10mm 



2 

3 Clear Space: Margins are set at W: 15mm, 

H: 7.5mm. 

INFOCOMM MEDIA DEVELOPMENT AUTHORITY 

3 Fusionopolis Way, #16-22 Symbiosis, Singapore 138633 

10 Pasir Panjang Road, #10-01 Mapletree Business City, Singapore 117438 

Telephone 

(65) 6377 3800 

Fax 

(65) 6577 3888 

Website 


Font: 

Avenir Black, 8pt 

3 

W: 15mm, H: 7.5mm 

Font: Avenir Roman, 8pt


Stationery 

32 

Letterhead 

21cm x 29.7cm 

1 

W: 20mm, H: 13mm 

1 

Clear Space: Margins are set at W: 20mm, 

H: 13mm. 

2 Logo width is set at 50mm. 

2 


H: 10mm. 


Font: 


3 Fusionopolis Way, #16-22 Symbiosis, Singapore 138633 

10 Pasir Panjang Road, #10-01 Mapletree Business City, Singapore 117438 

Telephone 

(65) 6377 3800 

Fax 

(65) 6577 3888 

Website 


Font: 

Avenir Roman, 8pt 

3 

W: 20mm, H: 10mm


Stationery 

33 

Staff Pass 

5.4cm x 8.6cm 

1 

W: 5.2mm, H: 7.5mm 

1 

Clear Space: Margins are set at W: 5.2mm, 

H: 7.5mm. 


H: 5.2mm. 


H: 10.7mm. 

4 


Font: 


Font: 


Font: 


2 W: 12mm, H: 5.2mm 

3 W: 18mm, H: 10.7mm



Stationery 

34 

Corporate Folder 

21cm x 29.7cm (closed) 

29.7cm x 42cm (open) 

1 

15mm 

1 




EMPOWERING 

POSSIBILITIES 

Font: 


2 

Lorem ipsum dolor sit amet, consectetur adipiscing 

elit. Ut accumsan nulla a tortor viverra facilisis. Sed 

consequat pellentesque leo, nec finibus augue. 

Fusce eget faucibus turpis. Mauris maximus cursus 

sapien a bibendum. Suspendisse ut felis elementum, 

gravida lacus non, pulvinar orci. Proin condimentum 

dolor elementum est semper blandit. 

INFOCOMM MEDIA DEVELOPMENT 

AUTHORITY OF SINGAPORE 




Tel (65) 6211 0088 


3 

Font: 

Avenir Roman, 8pt 

Font: 

Avenir Black, 

8pt 



Hashtag: 

Avenir Heavy, 11pt


Stationery 

35 

Tent Card 

29.7cm x 7.4cm (closed) 

29.7cm x 21cm (open) 

1 

Clear Space: Margins are set at W: 20mm, 

H: 6mm. 


ADELINE LIM GEK LIAN 


2 

Font: 


Font: 

Avenir Medium, 30pt 

1 

W: 20mm, H: 6mm 




INFOCOMM MEDIA DEVELOPMENT AUTHORITY


H 

Brand 

Applications 

(Sub-Brand) 

36 Sub-Brand Logo 

Guidelines 

- ‘IM’ Hallmark Placement 

- Spacing 

- Colours 

- Logos 

- Endorsement Lines 

- Logo Placement 


- Electronic Direct Mailers 

- Electronic Newsletters 

- Web Banners 

(Static, Animated) 


- Newspapers 

- Magazines 

- Posters 

- Flyers 

- Pull-up Banners


36 

Sub-Brand Logo 

Guidelines 

‘IM’ Hallmark Placement 

The ‘IM’ hallmark is carried through all 

subsidiary logos. The restricted zone and 

minimum size rule is consistently applied 

across all sub-brands (refer to page 4). 

Always ensure the ‘IM’ hallmark comes 

before and not after the sub-brand logo. 

Correct Usage 

Incorrect Usage


Sub-Brand Logo Guidelines 

37 

Spacing 

The negative space of the letter ‘M’ 

in the ‘IM’ hallmark should be used as 

the spacing between the hallmark and 

sub-brand. 

Colours 

The colour of the ‘IM’ hallmark should 

always complement the sub-brand 

colour. For example, the grey in the 

‘IM’ hallmark complements the vibrant 

colours used in the IMPixelStudios logo 

as shown in the first diagram. 

The second diagram features a 

dull-looking dark red coloured ‘IM’ 

hallmark, which portrays an incorrect 

image of IMPixelStudios. 

Correct Usage 

Incorrect Usage



38 

Logos 

Here are all IMDA sub-brand logos.



39 

Endorsement Lines 

Endorsement lines are used to clarify 

IMDA’s involvement in a particular 

relationship. These situations are when 

our role is secondary, but essential to 

the partner relationship. 

Ensure that a clearance space area is 

kept. The minimum clearance space 

is defined by 1/2 the height of the 

downward triangle graphic in the 

logo. The endorsement lines should 

be left aligned with the logo. 

Endorsement Line 

Lorem Ipsum: 

x 

Minimum clearance for the descriptor text is 

based on the height of this triangle. 

1/2x 

Logo Placement 

The spacing between IMDA logo 

and sub-brand logo is defined by the 

height of the downward triangle in 

IMDA logo. 

x


40 

Print Media 

Newspapers 

32.7cm x 54cm | Full Page 

This is a typical layout of a full page 


1 

10mm 

1 


2 IMDA logo to be kept at the bottom-left 

of artwork. Logo width should be at least 1/4 



3 Sub-brand logo to be kept at the bottom-right 

of artwork. The “IM” hallmark height of the 

sub-brand logo should be similar to IMDA logo. 




IPSUM LABORUM 




Headline: 



Body Copy: 


Left Align 

An Initiative of: 

2 

Presented By: 

3 

Endorsement Line: 


Left Align 

x 

4x


Print Media 

41 

Newspapers 

27.3cm x 37cm | Junior Page 

This is a typical layout of a junior page 


1 

10mm 

1 












IPSUM LABORUM 





Headline: 



Body Copy: 


Left Align 


2 3 

Presented By: 



Left Align 

x 

4x


Print Media 

42 

Newspapers 

32.7cm x 27cm | Half Page 

1 

10mm 

This is a typical layout of a half page 


1 












IPSUM LABORUM 




Headline: 



Body Copy: 


Left Align 


2 3 

Presented By: 



Left Align 

x 

5x


Print Media 

43 

Magazines 


1 

10mm 


magazine advertisement. 

1 












IPSUM LABORUM 





Headline: 



Body Copy: 


Left Align 


2 

Presented By: 

3 



Left Align 

x 

4x


Print Media 

44 

Posters 


1 

10mm 


poster. 

1 












IPSUM LABORUM 





Headline: 



Body Copy: 


Left Align 


2 

Presented By: 

3 



Left Align 

x 

4x


Print Media 

45 

Flyers 


Front 



1 

10mm 

1 












IPSUM LABORUM 





Headline: 




2 

Presented By: 

3 



Left Align 

x 

4x


Print Media 

46 

Flyers 


Back 

1 

10mm 



1 



back page. 

Subheader: 


Left Align 


LOREM IPSUM 











LOREM IPSUM 




PELLENTESQUE: 





pulvinar 







Headline: 



Subheader: 



Body Copy: 


Left Align 

2 

IMDAsg imda.gov.sg info@imda.gov.sg 

Social Media: 


Center Align


Print Media 

47 

Flyers 


Front 



1 

5mm 

1 









LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 

TEMPOR 

Headline: 



2 3 

An Initiative of: Presented By: 

2 



Left Align 

x 

4x


Print Media 

48 

Flyers 


Back 

1 

5mm 



1 



back page. 


LOREM IPSUM 











Headline: 



Subheader: 



Body Copy: 

Avenir Roman, minimum 7.5pt 

Left Align 

Subheader: 


Left Align 

LOREM IPSUM 




PELLENTESQUE: 





pulvinar 







2 


imda.gov.sg 

info@imda.gov.sg 

Social Media: 


Center Align


Print Media 

49 

Pull-up Banners 

84cm x 200cm 

x 

4x 

This is a typical layout of a pull-up banner. 

1 



2 

3 

Presented By: 

1 

45mm 



Left Align 

2 IMDA logo width should be at least 1/4 of the 

width of the visual, excluding the clearance space. 

3 The “IM” hallmark height of the sub-brand logo 

should be similar to IMDA logo. 

4 Social media information and hashtag to be placed 

below body copy. 

5 Keep a minimum clear space of 220mm to ensure 

readability for readers. 




IPSUM LABORUM 

Headline: 



Body Copy: 


Left Align 

Social Media: 


Center Align 






Hashtag: 


Center Align 

5 

220mm 

4 


#empoweringpossibilities


50 

Digital Media 

Electronic Direct Mailers 

600px by 1000px 

1 

36px 

Electronic direct mailers (EDMs) can 

be used as invitation to events and 

seminars. The example on this page 

illustrates a typical layout for an IMDA 

programme EDM. 

EVENT 

NAME 

HERE 

Headline: 



1 

Clear Space: Margins are set at 36px. 




3 The “IM” hallmark height of the 

sub- brand logo should be similar to 


TIME: LOREM IPSUM 

VENUE: LOREM IPSUM 

TITLE HERE: LOREM IPSUM AMT, 


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut accumsan nulla a 

tortor viverra facilisis. Sed consequat pellentesque leo, nec finibus augue. Fusce 

eget faucibus turpis. Mauris maximus cursus sapien a bibendum. Suspendisse ut 

felis elementum, gravida lacus non, pulvinar orci. Proin condimentum dolor 

elementum est semper blandit. Quisque interdum, metus vel pharetra varius, 

diam enim convallis magna, nec gravida felis sapien eget odio. Ut quis ligula. 

Subheader: 



Subheader: 



Body Copy: 


Left Align 


2 3 

Presented By: 



Left Align 

x 

4x


Digital Media 

51 

Electronic Newsletters 

1 

22px 

600px by 1200px 

Electronic newsletters are a great 

way to keep people updated with the 

latest information. When designing the 

newsletter, these guidelines should be 

followed to be consistent with the 

brand persona. 

3 

LOREM IPSUM 

2 

36px 

Header: 



Headline: 



1 

Keep to a 2 column grid of 22px gutter layout. 

2 Clear Space: Margins are set at 36px. 

3 This section of clear space can be used 

for header. 

4 

5 

IMDA logo width should be at least 1/4 



The “IM” hallmark height of the sub-brand 

logo should be similar to IMDA logo. 

NEWS OF THE WEEK 

TITLE: 

LOREM IPSUM 

Lorem ipsum dolor sit amet, 

consectetur adipiscing elit. 

Ut accum nulla a tortor vive 

facilisis mauris maximus 

cursus. sapien a bibendum. 

Suspendisse ut felis. 

Read More 

Subheader: 



Body Copy: 


Left Align 

Button: 


Center Align 





Read More 





Read More 

4 


Presented By: 

5 



Left Align 

x 

4x


Digital Media 

52 


320px by 250px 










the headline. 

LOREM IPSUM 

DOLOR 

CONSECTETUR 

ADIPISCING 

ELITALIQUAM 

1 

10px 

Headline: 



1 





3 The “IM” hallmark height of the sub-brand 

logo should be similar to IMDA logo. 

Button: 

Avenir Black, 

minimum 8.5pt 

Center Align 

2 




Presented By: 

3 

Hashtag: 




Left Align 

x 

5x


Digital Media 

53 


320px x 50px (top) 

728px x 90px (bottom) 

1 

10px 










the headline. 

1 


2 Sub-brand logo should be at least 1/5 of 

the width of the visual, excluding the 





Button: 

Avenir Black, 

minimum 8.5pt 

Center Align 

Headline: 

Avenir Roman, 

minimum 18pt 

Uppercase, 

Left Align 

Button: 

Avenir Heavy, 

minimum 16pt 

Center Align 



2 

5x 



7x 

3 

x 


x 

Presented By: 

Headline: 





Left Align 

4 

1 

10px 

4 The “IM” hallmark height of the sub-brand 

logo should be similar to IMDA logo.


Digital Media 

54 

Web Banners (Animated) 

Digital advertisement banners 

can be more visually appealing by 

incorporating animations. Here is an 

example illustrating the sequence of an 

animated banner. 



EMPOWERING POSSIBILITIES. 




MAURIS EU SEM NEC AUGUE FERMENTUM AUCTOR

Brand 

Applications 

(Event) 

55 Event Logo Guidelines 



- Logo Size 


- Portrait 

- Landscape


55 

Event Logo 

Guidelines 














Lorem Ipsum: 

x 



1/2x 






x


Event Logo Guidelines 

56 

Logo Size 

The IMDA logo should always be given 

prominence and appear visually bigger 

over partner logos. 

Lorem Ipsum: 

Logo clearance space must be adhered 

to at all times, but whenever possible, it 

is good to leave more clearance space 

than the minimum required. Ensure that 

the minimum size rule is kept. 

Logo 1 

Logo 2 

Logo 3 Logo 4 Logo 5 Logo 6


57 

Print Media 

Portrait 

This is how the IMDA logo should look 

like on a portrait print advertisement. 

Ensure that clearance space and 

minimum logo size is adhered. The IMDA 

logo should be visually bigger over 

partner logos. 

Lorem Ipsum: 

Logo 1 

Logo 2 

Logo 3 Logo 4


Print Media 

58 

Landscape 


like on a landscape print advertisement. 

Ensure that clearance space and minimum 

logo size is adhered. The IMDA logo 

should be visually bigger over 

partner logos. 

Lorem Ipsum: 

Logo 1 

Logo 2 

Logo 3 Logo 4 Logo 5

Brand 

Applications 

(Co-Partnership) 

59 Co-Partnership Logo Guidelines 



- Logo Size 


- Portrait 

- Landscape


59 

Co-Partnership 















Lorem Ipsum: 

x 



1/2x 






x


Co-Partnership Logo Guidelines 

60 

Logo Size 

4x 

We need to respect the partner 

brand but ensure that IMDA is being 

communicated appropriately. 

All logos should be the same visual size 

based on the 3x by 4x grid system that is 

based off the height of the IMDA logo. 

All logos should be center aligned along 

the vertical and horziontal axes. 

Logo clearance space must be adhered 

to at all times, but whenever possible, it 

is good to leave more clearance space 

than the minimum required. Ensure that 

the minimum size rule is kept. 

x 

3x 

Logo 1 

Logo 2 

Logo 3 Logo 4 Logo 5


61 

Print Media 

Portrait 


like on a portrait print advertisement. 

Ensure that clearance space and 

minimum logo size is adhered. All logos 

should be the same visual size. 

Lorem Ipsum: 

Logo 1 Logo 2 

Logo 3 Logo 4


Print Media 

62 

Landscape 


like on a landscape print advertisement. 

Ensure that clearance space and minimum 

logo size is adhered. All logos should be 

the same visual size. 

Lorem Ipsum: 

Logo 1 Logo 2 

Logo 3 Logo 4

Please contact 6377 3800 or info@imda.gov.sg for queries on brand usage. 

www.imda.gov.sg

IMDA Brandbook

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