DBS Logo Guidelines

DBS Corporate Identity Guidelines
Basic Elements
The DBS Corporate Identity Guidelines lay the foundation and
set the standards which will ensure consistency in the
application of the DBS Brand. These pages contain information
and specifications you will need to apply the various
design components easily and effectively across the Bank’s
communication materials.
1/Basic Elements
This manual outlines the use of the DBS Logo, Brand Badge,
Corporate Colours & Typeface and provides specific instructions
on how to apply the bank’s guidelines. 1/Basic Elements is part of a
full set of manuals developed to manage the various aspects of the
Bank’s communication system.
Should you be unsure of how to implement the guidelines at any point, please seek clarification from
the Group Strategic Marketing & Communications.
basic elements 1/1 brand overview

1/1:1–2 overview 06
1/2 the logo

1/2:1 the logo 09
1/2:2 logo lock-up 10
1/2:3–6 logo construction 11
1/2:7 logo minimum size 15
1/2:8 logo minimum clear space 16
1/2:9 logo application 17
1/2:10 logo usage 18
1/2:11–12 incorrect logo usage 19
1/3 the brand badge

1/3:1 the brand badge 22

1/3:2 brand badge minimum size &
clear space 23

1/3:3 brand badge colour application 24

1/3:4 brand badge usage overview 25

1/3:5 brand badge usage examples 26

1/3:6-7 incorrect brand badge usage 27
logo and 1/3:9 tagline lock-up 30
logo and 1/3:10 tagline lock-up

– application 31

– minimum clear space 32
1/3:12
tagline - script 33

basic elements 1/4 brand elements
1/4:1
colour palette 35
corporate 1/4:2–3 typefaces 36
1/4:4–12
sparks element 38
visual device 471/4:13–19
1/5 subsidiaries’ logos

1/5:1 subsidiaries’ logos 55
1/5:2–3 logo lock-up 56
1/5:7
the subsidiaries’ brand badge 61

1/5:8 the subsidiaries’ brand badge
minimum size & clear space 63

colour application 63
1/6 logo usage in co-sponsorship

communications
1/6:5–8 logo usage 69
1/6:9 incorrect logo usage 73

1/Basic Elements
basic elements 1/1 brand overview

1/1:1–2 overview 06
APRIL 2018
1/Basic Elements overview
logo
brand badge
logo & tagline lock-up
Across the next few pages, we outline the

characteristics of the core elements making
up the visual identity of the DBS Brand.
These include the Logo, Brand Badge,

Logo and Tagline Lock-up, Visual Device,
Brand Bar, Colour Palette and Typefaces.
APRIL 2018 1/1:1

1/Basic Elements overview
visual device spark(s) element
colour palette
DBS Red Black

Pantone Process Swop DS 73-1 Pantone Black
process 100m 100y process 100k
web #CC0000 web #000000
RGB r204 g0 b0 RGB r0 g0 b0
corporate typefaces
English Simplified Chinese Traditional Chinese
Open Sans Light Wen Ding CS Xi Deng Xian Hua Kang Xi Hei Ti
Open Sans Light Italic 文鼎CS细等线華康細黑體
Open Sans Regular
Wen Ding CS Zhong Hei Hua Kang Zhong Hei Ti
Open Sans Regular Italic
文鼎CS中黑華康中黑體
Open Sans Semibold
Open Sans Semibold Italic Wen Ding CS Da Hei Hua Kang Cu Hei Ti
Open Sans Bold 文鼎CS大黑華康粗黑體
Open Sans Bold Italic
Open Sans Extrabold Wen Ding Te Cu Hei Jian Hua Kang Chao Hei Ti
Open Sans Extrabold Italic 文鼎特粗黑简華康超黑體
APRIL 2018 1/1:2

1/Basic Elements
basic elements 1/2 the logo

1/2:1 the logo 09
1/2:3–6 logo construction 11
1/2:10 logo usage 18
1/2:11–12 incorrect logo usage 19
APRIL 2018
1/Basic Elements the logo
logomark logotype
Pantone Process Swop Pantone Black

DS 73-1 process 100k
process 100m 100y web #000000
web #CC0000 RGB r0 g0 b0
RGB r204 g0 b0
At the heart of our corporate identity institutions in the market. As one of the
system is the DBS logo. It comprises organisation’s most valued assets, it is
two elements – the logomark and the particularly critical to ensure the usage
logotype. Together, t hey encapsulate the guidelines set are adhered to with the
organisation’s strengths and values in strictest accordance.
one powerful and instantly recognisable
insignia. No attempt should ever be made to
redraw, alter, crop or present the logo in
The DBS logo has been specially created to any manner that has not been approved
distinguish the Bank as one of the leading and specified in this manual.
APRIL 2018 1/2:1

1/Basic Elements logo lock-up
basic version
stacked version
Two versions of the DBS logo permitted

for use are shown as above.
No attempt should ever be made to

recreate the logo. Always use the digital
artwork of the logo provided. The artwork
can also be downloaded from the
brand portal.
APRIL 2018 1/2:2

logo construction –
1/Basic Elements basic version
basic version
0.06d
0.06d
0.15d 0.01d 0.035d
The proportions of the DBS logo are

unique and have been specially calculated
to ensure that the logo is always presented
in an aesthetically balanced and pleasing
manner.
Always use the digital artwork provided

when applying the logo.
APRIL 2018 1/2:3

1/Basic Elements basic version
basic version
APRIL 2018 1/2:4

1/Basic Elements stacked version
stacked version
0.25d
0.01d 0.035d
The proportions of the DBS logo are

unique and have been specially calculated
to ensure that the logo is always presented
in an aesthetically balanced and pleasing
manner.
Always use the digital artwork provided

when applying the logo.
APRIL 2018 1/2:5

1/Basic Elements stacked version
stacked version
APRIL 2018 1/2:6

1/Basic Elements logo minimum size
basic version
5mm
stacked version
4mm
To ensure legibility and prominence,

the logo must never appear smaller than
the measurements indicated above.
APRIL 2018 1/2:7

logo minimum
1/Basic Elements clear space
basic version
0.5d
0.5d
0.5d 0.5d
stacked version
0.5d
0.5d
0.5d 0.5d
For visual integrity and prominence, always

maintain a minimum amount of clear space
around the logo.
This is indicated in the measurements

as s hown above, where the measurement
‘d ’ corresponds to the height of the letter
‘D’ in the logotype.
APRIL 2018 1/2:8

1/Basic Elements logo application
full-colour / two-colour full-colour / two-colour reversed
black
DBS Red
one-colour black one-colour reversed
The DBS logo can only be applied as per

the four configurations displayed above.
No other combination of colours is allowed,
barring exceptional circumstances.
For premiums, the one-colour version may

be used in gold or silver hot-stamping.
If unsure, please consult Group Strategic

Marketing & Communications on the
appropriate usage.
APRIL 2018 1/2:9

1/Basic Elements logo usage
full-colour (on light background)
full-colour reversed white (on dark background)
Where full-colour reproduction is available,

always apply the logo in full colour.
APRIL 2018 1/2:10

1/Basic Elements incorrect logo usage
the centre of the logomark should always be in white
never place the logo against a busy background
Always be mindful when applying the DBS

logo to ensure it is presented in a clear and
visually prominent manner.
Incorrect applications of the logo are

shown on this and the next page to
illustrate the effects of improper usage.
APRIL 2018 1/2:11

never apply the logo in other colours
never replace the logotype with another typeface
never use the logo as part of a sentence or statement
This event was sponsored by .
APRIL 2018 1/2:12

1/Basic Elements
basic elements 1/3 the brand badge

1/3:1 the brand badge 22

1/3:2 brand badge minimum size &
clear space 23

1/3:3 brand badge colour application 24

1/3:4 brand badge usage overview 25

1/3:5 brand badge usage examples 26

1/3:6-7 incorrect brand badge usage 27
logo and 1/3:9 tagline lock-up 30

– application 31

– minimum clear space 32
tagline - script 33 1/3:12

APRIL 2018
1/Basic Elements the brand badge
logo tagline
Pantone Black Pantone Process Swop

process 100k DS 73-1
web #000000 process 100m 100y
RGB r0 g0 b0 web #CC0000
RGB r204 g0 b0
Comprised of three core elements – No attempt should ever be made to

the logomark, logotype, and brand tagline recreate the brand badge. Always use
‘Live more, Bank less’ – the brand badge the digital artwork of the brand badge
is designed to create an unmistakable provided. The artwork can also be
brand presence in all our communications, downloaded from the brand portal.
while being conducive to application within
evolving media spaces.
In addition to being an instantly

recognisable brand element,
it encapsulates our commitment to
innovation, and our mission to make
1/3:1
banking with us seamless.
APRIL 2018
brand badge
1/Basic Elements minimum size & clear space
brand badge clear space
0.5x
0.5x
0.5x
brand badge minimum size
14mm
For visual integrity and prominence, always To ensure legibility and prominence,
maintain a minimum amount of clear space the brand badge must never appear
around the brand badge. smaller than the measurements
indicated above.
‘x‘ corresponds to the height of the
brand badge.
APRIL 2018 1/3:2

brand badge
1/Basic Elements colour application
full-colour / two-colour
one-colour black
black 60% black
The DBS brand badge may only be applied

in the two configurations shown above.
No other colour application is acceptable.
APRIL 2018 1/3:3

brand badge
1/Basic Elements usage overview
portait version
2/3 x
clear zone
landscape version
2/3 x
clear zone
As a flexible corporate identity device,

the brand badge can be placed in
multiple positions.
The brand badge should always be tagged

to the edge of the collateral or material.
While the above serves as a general guide,

detailed specs (sizes of brand badge) are
available within the advertising book.
APRIL 2018 1/3:4

brand badge
1/Basic Elements usage examples
image background
red background
Where full-colour reproduction is available,

always apply the brand badge in full colour.
Always make sure the red and black

of the brand badge stands out from
the background, and is clear of clutter
from the image background.
APRIL 2018 1/3:5

incorrect
1/Basic Elements brand badge usage
never use the brand badge away from the edge of the collateral
never place the brand badge against a busy background;

and never flush the brand badge to any corners
Always be mindful when applying the

DBS brand badge to ensure it is
presented in a clear and visually
prominent manner.
Incorrect applications of the brand badge

are shown on this and the next page to
illustrate the effects of improper usage.
APRIL 2018 1/3:6

incorrect
never place the brand badge against a dark background such

that the brand badge merges into the background
never recreate the brand badge
APRIL 2018 1/3:7

incorrect
never change the colour never modify existing

of the tagline colour scheme
never resize and/or never alter any parts of the DBS logo
change position of the tagline and/or the brand badge
never punch-through and/or never recreate and/or change

add special visual effects the orientation of the brand badge
APRIL 2018 1/3:8

1/Basic Elements logo and tagline lock-up
For premiums such as golf balls, or

instances where embossing/debossing is
required where application of the brand
badge does not work well, the DBS logo
and ‘Live more, Bank less’ tagline lock-up
variant may be used.
Always use the digital artwork provided.

The artwork can also be downloaded
from the brand portal.
APRIL 2018 1/3:9

logo and tagline lock-up –
1/Basic Elements application
full-colour / two-colour full-colour / two-colour reversed
one-colour black one-colour reversed
The DBS logo and “Live more, Bank less”

tagline lock-up variant may only be applied
as per the four configurations displayed
above. No other combination of colours is
allowed, barring exceptional circumstances.
For premiums, the one-colour version may

be used in gold or silver hot-stamping.
If unsure, please consult Group Strategic

Marketing & Communications on the
appropriate usage.
APRIL 2018 1/3:10

logo and tagline lock-up –
1/Basic Elements minimum clear space
0.5d
0.5d
0.4d
0.5d
0.5d 0.5d

around the logo lockup.

‘d ’ corresponds to the height of the letter
‘D’ in the logotype.
APRIL 2018 1/3:11

1/Basic Elements tagline – script
basic version
stacked version
This version of “Live more, Bank less” can

be used as a message in more casual
contexts such as events or premiums.
When used together with the brand badge,

always ensure the two are not applied
in close proximity as it might be seen as
repetition.
APRIL 2018 1/3:12

1/Basic Elements
basic elements 1/4 brand elements

colour palette 35 1/4:1
corporate 1/4:2–3 typefaces 36
sparks element 38 1/4:4–12

visual device 47 1/4:13–19
APRIL 2018
1/Basic Elements colour palette
DBS Red Pantone Process Swop DS 73-1

Process 100m 100y
Web #CC0000
RGB r204 g0 b0
Black Pantone Black

Process 100k
Web #000000
RGB r0 g0 b0
The DBS corporate identity colour palette When using unusual paper stock or
consists of the DBS Red and Black. The materials or when printing standards are
Pantone codes and process colours dubious, always use the swatches provided
specified must be used at all times to as visual reference to match the colours as
ensure consistent colour representation closely as possible. Please contact Group
in all our communication. Strategic Marketing & Communications
should you need assistance.
Tones of the DBS Red and Black corporate
colours are allowed to be used tastefully to
help organise information categories, s uch
as charts, tabs, benefits, copy details etc.
APRIL 2018 1/4:1

corporate typefaces –
1/Basic Elements english
Open Sans Light ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890
Open Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

a bcdefghijklmnopqrstuvwxyz 1234567890
Open Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

Open Sans Extrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ

O pen Sans Extrabold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ

The corporate typeface for DBS is

Open Sans. A ll weights and type styles
within the Open Sans family are allowed
and must not be distorted or modified.
When Open Sans is not technically

supported in certain software, such as
Microsoft PowerPoint or Microsoft Word,
the only alternative typeface to be used
is Arial.
APRIL 2018 1/4:2

corporate typefaces –
1/Basic Elements chinese
Simplified Chinese 文鼎 C S 细等线 (Wen Ding CS Xi Deng Xian)
东南亚最大银行集团之一
文鼎 C S 中黑 (Wen Ding CS Zhong Hei)
文鼎 C S 大黑 (Wen Ding CS Da Hei)
文鼎特粗黑简 (Wen Ding Te Cu Hei Jian)
Traditional Chinese 華康細黑體 (Hua Kang Xi Hei Ti)
東南亞最大銀行集團之一
華康中黑體 (Hua Kang Zhong Hei Ti)
華康粗黑體 (Hua Kang Cu Hei Ti)
華康超黑體 (Hua Kang Chao Hei Ti)
The DBS corporate Chinese typefaces are When 文鼎 (Wen Ding) and 華康
文鼎 (Wen Ding) for Simplified Chinese and (Hua Kang) are not technically supported
華康 (Hua Kang) for Traditional Chinese. in certain software, such as Microsoft
These are the only typefaces to be used in PowerPoint or Microsoft Word,
all of the Bank’s communication collateral the alternative typeface to be used
and should never appear distorted is SimHei.
or modified.
APRIL 2018 1/4:3

1/Basic Elements sparks element
When you look closely at the DBS Ideally, the element should comprise two
logo, you’ll notice a Spark within it. This individual sparks where possible.
symbolises the spirit of entrepreneurship
that drives us: imagination, a sense of
possibility, the courage to make something
new happen. It’s in our DNA.
The spark element is primarily used to

enhance brand recognition and create
visual interest.
APRIL 2018 1/4:4

sparks element –
1/Basic Elements usage example 1
spark element on red background
proportion guide
20%–40% of
the bigger spark
APRIL 2018 1/4:5

sparks element –
cropped spark element on red background
spark element spark element cropped at 90%
90%
10%
In certain situations, the sparks element

may feature the larger spark being cropped
up to 90% of its original size. Only one end
of the larger spark may be cropped, if and
when the need arises.
APRIL 2018 1/4:6

sparks element –
single spark element
single spark element on red background
Another alternative usage of the sparks

element features only a single spark
which must appear in full DBS Red, or
85% opacity when placed against a red
background. There is no fixed proportion
stipulated, but placement of the sparks
element should be neat and
aesthetically pleasing.
APRIL 2018 1/4:7

sparks element –
1/Basic Elements applications
usage example 1 – applications
The cropped spark can be aligned to any

edge of the medium’s background. When
used correctly, the sparks element should
add aesthetic value and place DBS in a
favourable light.
Above are some recommended

applications of the sparks element –
these can be downloaded from the
DBS brand portal.
APRIL 2018 1/4:8

sparks element –
1/Basic Elements incorrect usage
never add an outline to the spark(s) never crop multiple ends

of the spark
never skew the size of the spark(s) never crop all four tips of a spark
disproportionately
never rotate the spark(s) never change the colours

of the spark(s)
Examples of incorrect sparks element

applications are illustrated as above.
APRIL 2018 1/4:9

sparks element –
1/Basic Elements colour specifications
full colour
100m 100y
coated paper
85m 85y
uncoated paper
80m 80y
one-colour
Pantone Process Swop DS

73-1 C
web
r204 g
0b
0
coated paper
85% Pantone Process Swop DS 73-1 C
uncoated paper
80% Pantone Process Swop DS 73-1 U
web
r255 g
102 b
77
full colour with gradation
100m 100y 30k

gradation to
100m 100y
coated paper uncoated paper

60m 60y 60m 60y
transparency 30% transparency 35%
or
overlay effect
100m 100y
The colour specifications for the sparks

element are depicted as above, and should
be adhered to at all times.
APRIL 2018 1/4:10

sparks element –
1/Basic Elements patterns dos
The spark may be used to create motifs

and patterns, with the guidelines for doing
so set out as above.
APRIL 2018 1/4:11

sparks element –
1/Basic Elements patterns don’ts
spark is visibly obscured
cluttered and overly complex
mimicking of logomark
APRIL 2018 1/4:12

1/Basic Elements visual device
The DBS visual device is another graphical

element that enhances brand recognition,
and is principally used on large surfaces to
create visual interest.
Due to its unique specifications, it must

be reproduced using only the digital files
provided in strict accordance with the
instructions outlined in the following pages.
APRIL 2018 1/4:13

visual device –
1/Basic Elements device background & logomark
device background
logomark logomark cropped at 75%
75%
25%
The visual device is made up of two Always use the digital artwork
elements: the device background and provided and never distort or alter
the logomark. the logomark proportions.
On its own, the device background may be

resized to fit any space.
The logomark is cropped to 75% and can

only be cropped on one side.
APRIL 2018 1/4:14

visual device –
1/Basic Elements logomark application
placement 1 placement 2
placement 3
The cropped logomark can be aligned to

any edge of the device background, except
the top.
When used correctly, the visual device

can add aesthetic value and link the
communication medium favourably to DBS.
Above are some well balanced and

recommended treatments of the
visual device.
APRIL 2018 1/4:15

visual device –
1/Basic Elements incorrect usage
never align the logomark to the top of the device background
never crop the logomark differently never distort the logomark
never rotate the logomark never apply the logomark in other colours
Incorrect applications of the visual device

are shown above to illustrate the unsightly
effects of improper usage.
APRIL 2018 1/4:16

visual device –
1/Basic Elements full colour
100m 100y
coated paper
85m 85y
uncoated paper
80m 80y
This is the preferred version for presenting

the visual device and should be used
whenever full-colour printing is available.
APRIL 2018 1/4:17

visual device –
1/Basic Elements one-colour DBS Red
Pantone Process Swop DS 73-1 C
web
r204 g
0b
0
coated paper
85% Pantone Process Swop DS 73-1 C
uncoated paper
80% Pantone Process Swop DS 73-1 U
web
r255 g
102 b
77
Whenever full-colour printing is not

available, or for online collaterals,
use this version.
APRIL 2018 1/4:18

visual device –
1/Basic Elements full colour with gradation
100m 100y 30k gradation 100m 100y
coated paper
60m 60y
transparency 30%

uncoated paper
60m 60y
transparency 35%
Shown above is the alternative version of

the visual device.
APRIL 2018 1/4:19

1/Basic Elements
basic elements 1/5 subsidiaries’ logos

1/5:1 subsidiaries’ logos 55
1/5:2–3 logo lock-up 56
the subsidiaries’ 1/5:7 brand badge 61

minimum size & clear space 63

colour application 63
APRIL 2018
1/Basic Elements subsidiaries’ logos
logomark logotype subsidiary logotype
Pantone Process Swop Pantone Black Pantone Black

DS 73-1 process 100k process 100k
process 100m 100y web #000000 web #000000
web #CC0000 RGB r0 g0 b0 RGB r0 g0 b0
RGB r204 g0 b0
The logo must not be redrawn, altered, or

cropped in any way other than specified in
this manual.
Please note that the use of the DBS

Vickers Securities logo is for illustrative
purposes only. These guidelines apply
to all D
BS subsidiaries’ logos.
APRIL 2018 1/5:1

logo lock-up –
1/Basic Elements (basic version)
The DBS subsidiary family of logos can be

downloaded from the DBS Intranet. They
are used as logotype lock-ups and must
not be redrawn, altered, cropped in any
way not specified in this manual.
For further enquiries, contact Group

Strategic Marketing & Communications.
APRIL 2018 1/5:2

logo lock-up –
1/Basic Elements (stacked version)
The basic version is preferred. Only

when space constraints compromise
logo visibility (such as for sponsors ads/
brochures or when we have no control
over space allocated for the logo), should
the stacked versions be considered.
For further enquiries, contact Group

Strategic Marketing & Communications.
APRIL 2018 1/5:3

basic version
5mm
stacked version
5mm
To ensure legibility and prominence, the

logo must never appear smaller than the
measurements indicated above.

to all D
APRIL 2018 1/5:4

1/Basic Elements logo minimum clear space
basic version
0.5d
0.5d
0.5d 0.5d
stacked version
0.5d
0.5d
0.5d 0.5d
The logo must not be redrawn, altered,

cropped in any way other than specified in
this manual.

to all D
APRIL 2018 1/5:5

full-colour / two-colour reversed
one-colour black
one-colour reversed
DBS subsidiaries’ logos may only be applied

in the four configurations shown above.

to all D
APRIL 2018 1/5:6

1/Basic Elements the subsidiaries’ brand badge
logo tagline
Pantone Black Pantone Process Swop

process 100k DS 73-1
web #000000 process 100m 100y
RGB r0 g0 b0 web #CC0000
RGB r204 g0 b0
Comprised of three core elements – In addition to being an instantly

the logomark, logotype, and brand tagline recognisable brand element, it encapsulates
‘Live more, Bank less’ – the DBS subsidiaries’ our commitment to innovation, and our
brand badge is designed to create an mission to make banking with us seamless.
unmistakable brand presence in all our
communications, while being conducive to No attempt should ever be made to
application within evolving media spaces. recreate the brand badge. Always use
the digital artwork of the brand badge
provided. The artwork can also be
downloaded from the brand portal.
APRIL 2018 1/5:7

the subsidiaries’ brand badge
1/Basic Elements minimum size & clear space
brand badge clear space
0.5x
0.5x
0.5x
brand badge minimum size
14mm
To ensure legibility and prominence, For visual integrity and prominence, always
the brand badge must never appear maintain a minimum amount of clear space
smaller than the measurements around the brand badge.
indicated above.
brand badge.
APRIL 2018 1/5:8

the subsidiaries’ brand badge
1/Basic Elements colour application
one-colour black
black 60% black
The DBS subsidiaries’ brand badge may

only be applied in the four configurations
shown above.
APRIL 2018 1/5:9

1/Basic Elements
basic elements 1/6 logo usage in co-sponsorship

communications
1/6:5–8 logo usage 69
1/6:9 incorrect logo usage 73
APRIL 2018
1/Basic Elements logo lock-up
version 1
(preferred)
version 2
where space is a constraint, use this logo version
APRIL 2018 1/6:1

version 1 version 2
(preferred) where space is a constraint,
use this logo version
10mm
14mm
14mm 14mm
To ensure legibility and prominence, the

logo must never appear smaller than the
measurements indicated above.
APRIL 2018 1/6:2

1/Basic Elements logo minimum clear space
version 1 version 2
(preferred) where space is a constraint,
use this logo version
0.5x 0.5x
x
x
0.5x
0.5x 0.5x
0.5x
0.5x 0.5x
0.5x 0.5x
x x
0.5x 0.5x
0.5x 0.5x 0.5x 0.5x

around the logo.

brand badge.
APRIL 2018 1/6:3

full-colour / two-colour one-colour black
version 1
(preferred)
version 2
where space is a constraint, use this logo version
The logo in sponsored ad may only be

applied in the four sets of configurations
shown above.
APRIL 2018 1/6:4

logo usage –
1/Basic Elements DBS
for full-colour ad applications
preferred logo application
Minimum
height
14mm
where space is a constraint and the logo size is less than 15mm in height, please use this version
Minimum
height
10mm

DBS logo in a co-sponsored ad to ensure
it is presented in a clear and visually
prominent manner.
APRIL 2018 1/6:5

logo usage –
1/Basic Elements DBS
for black & white ad applications
Minimum
height
14mm
Minimum
height
10mm

DBS logo in a co-sponsored ad to ensure
it is presented in a clear and visually
prominent manner.
APRIL 2018 1/6:6

logo usage –
1/Basic Elements DBS Vickers Securities
for full-colour ad applications
Minimum
height
14mm
Minimum
height
14mm

DBS subsidiaries’ logo in a co-sponsored
ad to ensure it is presented in a clear and
APRIL 2018 1/6:7

logo usage –
1/Basic Elements DBS Vickers Securities
for black & white ad applications
Minimum
height
14mm
Minimum
height
14mm

DBS subsidiaries’ logo in a co-sponsored
ad to ensure it is presented in a clear and
APRIL 2018 1/6:8

never distort the logo
never use any other permutation other than the approved logos

logo in a co-sponsored ad to ensure it is
presented in a clear and visually prominent
manner.
Incorrect applications of the logo are

shown above to illustrate the effects of
improper usage.
APRIL 2018 1/6:9

DBS Logo Guidelines

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DBS Logo Guidelines

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DBS Corporate Identity Guidelines

1/2 the logo

1/2:2 logo lock-up 10

1/2:3–6 logo construction 11

1/2:7 logo minimum size 15

1/2:8 logo minimum clear space 16

1/2:9 logo application 17

1/2:10 logo usage 18

1/2:11–12 incorrect logo usage 19

1/3 the brand badge

logo and 1/3:9 tagline lock-up 30

logo and 1/3:10 tagline lock-up

logo and 1/3:11 tagline lock-up

corporate 1/4:2–3 typefaces 36

visual device 471/4:13–19

1/5 subsidiaries’ logos

1/5:2–3 logo lock-up 56

1/5:4 logo minimum size 58

1/5:5 logo minimum clear space 59

1/5:6 logo application 60

1/6 logo usage in co-sponsorship

1/6:2 logo minimum size 66

1/6:3 logo minimum clear space 67

1/6:4 logo application 68

1/6:5–8 logo usage 69

1/6:9 incorrect logo usage 73

basic elements 1/1 brand overview

logo & tagline lock-up

Across the next few pages, we outline the

These include the Logo, Brand Badge,

APRIL 2018 1/1:1

visual device spark(s) element

DBS Red Black

English Simplified Chinese Traditional Chinese

APRIL 2018 1/1:2

basic elements 1/2 the logo

1/2:2 logo lock-up 10

1/2:3–6 logo construction 11

1/2:7 logo minimum size 15

1/2:8 logo minimum clear space 16

1/2:9 logo application 17

1/2:10 logo usage 18

1/2:11–12 incorrect logo usage 19

Pantone Process Swop Pantone Black

APRIL 2018 1/2:1

Two versions of the DBS logo permitted

No attempt should ever be made to

APRIL 2018 1/2:2

The proportions of the DBS logo are

Always use the digital artwork provided

APRIL 2018 1/2:3

APRIL 2018 1/2:4

The proportions of the DBS logo are

Always use the digital artwork provided

APRIL 2018 1/2:5

APRIL 2018 1/2:6

To ensure legibility and prominence,

APRIL 2018 1/2:7