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All commercial and corporate brands have a history of their own; some mythic and others legendary. From the ancient laws of Imperial Rome when the potters’ marks were regulated to ensure quality, to the explosion of branding seen in the twentieth century, the ideal of the value of brand has continued to taunt consumers and owners alike. For over 20 years, the Parkway interest in operating and developing quality private health care in Singapore grew in reputation and scale. With 1000 beds today and three quality hospitals whose reputations have aided Singapore’s own recognition as a regional medical hub, it seems like an opportune time to let birth the new brand.
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Our brand is more than our name or our logo. It’s the way we look, act and speak. It’s the day-to-day essence of this university. It explains what we’re about and what we offer beyond the classrooms and chalkboards. When we live up to our brand, everyone can connect with our offer in a more meaningful way. It helps our faculty and staff to better do their jobs. And it helps our students see the value we bring to their education.
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As one of the most recognized and beloved charities in the world, The Salvation Army has a reputation to maintain and standards to uphold. These standards don’t just end with the way we conduct ourselves or the charitable services we provide. They extend to every form of communication that bears our name. Letters, business cards, signs, advertisements, forms, and countless other communication materials present an important, lasting image of The Salvation Army. They distinguish us in the minds of donors, strengthen our impact, and maximize the unified effect of The Salvation Army brand.
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The Chapel Hill logo is the cornerstone of its brand identity. Figure 1 demonstrates the primary logo. The logo must always appear in this form and cannot be altered or applied in any way or by means other than specified in these guidelines.
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