DSWD

Brand Design and its Application

BRAND DESIGN AND ITS APPLICATION

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Brand Design and its Application

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Brand Design and its Application

1.0 - INTRODUCTION
2.0 - THE LOGO DESIGN
3.0 - LOGO USAGE
4.0 - COLOR SCHEME
5.0 - TYPOGRAPHY
6.0 - LOGO APPLICATION

TABLE OF CONTENTS

02
04
07
17
21
26

Calling Card
27
Letterhead 28
Envelope 30
Folder 31
Compact Disc
33
Compact Disc Case
34
USB Flash Drive
35
Ball Pen 36
Sticker 37
Identification Card
38
Lanyard 42
T-Shirt 44
Polo shirt
46
Cap 48
Cargo Vest
50
Safety Vest
52
Pin 54
Messenger Bag
55
Plastic Bag
57

7.0 - GLOSSARY

Eco Bag 58
Paper Bag
59
Key Chain
60
Fan 61
Mug 62
Umbrella 63
Yearly Planner
65
Desktop Calendar
67
Powerpoint Template
68
Banner / Streamer
72
Flyer 74
Poster 76
Congratultory Poster
78
Magazine Cover
82
Certificate
84
Newsletter 90
OBB / CBB of video
92
Van Service
98

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Brand Design and its Application

INTRODUCTION 1.0
OVERVIEW
The purpose of the Brand Design and its Application is to showcase and explain the implementation of the
brand design and to ensure consistent application of all visual elements in all agency collaterals,
communications and marketing materials including publications and presentations.
Included in the Brand Design and its Application is the apt usage of the Logo.
The implementation of this guideline is being reinforced through a Memorandum Circular No. 9 Series of 2015:
The Guidelines on the Implementation of the DSWD Brand Design and its Consistent Application in all Agency
Collaterals, Communications and Marketing Materials for strict compliance and implementation.
The Social Marketing Service (SMS), as the clearing house of all information, education and
communication (IEC) materials, shall monitor compliance to the guidelines. No IEC materials shall be
produced without the approval of the Head of the SMS or his/her designate.
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Brand Design and its Application

THE IDENTITY
It has been said that names are essentially meaningless and forgettable without a
face to remember it by. The Agency/corporate identity is the face and personality of the
brand that this presented to the global community. It is as important as the products
and services provided. The agency/corporate identity is the collective effect of the logo,
products, brand name, trademarks, advertising and other marketing materials - basically,
everything that represents the Agency.
Since it is important that the brand should not be compromised, the Brand Design and its
Application provide all pertinent specifications needed to maintain the brands integrity.
The Brand Design and its Application is not intended to inhibit but to improve the creative
process. By consistently following the guidelines, the materials created integrally and
cohesively represent the agency in the local and global community.

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Brand Design and its Application

THE LOGO DESIGN 2.0

The Agency Logo, being the face of the Agency, is an important and valued graphic element which
is to be used consistently and appropriately so as not to compromise the integrity of the brand.
Even minor variations will undermine the image of the brand.

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Brand Design and its Application

Final Logo + Mark

The Department of Social Welfare and Development (DSWD) is presented as a typical Figurative Logo. It consists of a Mark, Name of the
Department and a Sub-heading.
A Mark (or Symbol or Icon) is a visual representation of some aspect of the Agency. It is often the most dominant element of the overall design.
The DSWD Mark is a pair of hands protectively holding a heart (representing the poor and the disadvantaged population). It symbolizes the joint
responsibility of the government (one hand) and the private sector (the other hand) in alleviating poverty and empowering the poor,
the disadvantaged, the marginalized and the most vulnerable towards uplifting/improving their quality of life. The whole Mark represents nurturing
which captures the essence of social welfare.

Proposed Orientation
The orientation of the logo is rearranged to strategically achieve visual clarity. In the original logo,
the length of the sub-heading starts from D and ends in D (of DSWD). The Mark is reduced to the
height of the main text (DSWD) to help enlarge the sub-heading, making the entire DSWD Logo
more visible and readable.

Original Logo Placement

Colors
The Agencys corporate colors are Red, Yellow and Blue, identical to the colors of the Philippine National Flag. These colors are used to reflect
where the Agency is based and for who it is for. In the logo, red symbolizes passion, determination and courage in providing service to the poor,
vulnerable and disadvantaged sectors of the Philippine society. Yellow is associated with joy and happiness in extending such services. And blue
is linked to sincerity, loyalty and faith in accomplishing the agencys vision and mission. When used together, red, yellow and blue can create high
impact designs. The Logo does not have a background, so empty spaces of the Logo are transparent.

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Typography
The Agency name is represented with the Arial Bold font, compressed horizontally by 92%, added with a 3-point outline with a 45-degree angeled
corner.

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Brand Design and its Application

Final Logo + Mark Construction

The numbers indicate the proportionality of the Logo as a whole. 1.0 is the total size of the Logo in percentage value, where it may be the length
or the height. The fractions are respectively the proportionate size of the elements of the Logo as well as the distance between them.
When the Logo is used, the proportions of the Logo must be strictly practiced and observed.

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Brand Design and its Application

LOGO USAGE 3.0

A master artwork must always be used when reproducing the Logo design and should
never be recreated under any circumstances. The correct artwork must be used for any
application.
When reproducing any logo elements, only the original high resolution or vector graphic
files shall be used. The Logo should not be taken from this document.

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Brand Design and its Application

Final Logo + Mark

Using the Final Logo + Mark

The Final Logo + Mark must remain as originally drawn and proportioned and cannot be modified. The word DSWD is a graphic element,
not a typeface. Do not substitute a different typeface for the wordmark. Do not use the Final Logo + Mark in a sentence. The Final Logo + Mark
may not be deconstructed.
Official Use Only
The Final Logo + Mark may not be used to promote or imply endorsement of non-department activities. The Final Logo + Mark should be used
in all communication materials originating from the Department. The DSWD logo should be used only when it is important to distinguish the
Department.
Third party agencies may create their own type treatments, look, and logos for special events, but should not incorporate or modify the DSWD
Logo or any element of the Logo, such as the Mark to create a new logo for the event.
Note that the event-related type treatment, look, or logo may not replace the DSWD Logo as the symbol. The DSWD Logo must still appear on all
print and digital communication materials.

Exclusion Zone
Make sure that the text or other design elements do not encroach upon the Logo. The allocated space should always be given to let the Logo
breathe, free from distraction.
Minimum Reproduction Size
In the primary logo format, a minimum size must be adhered to so that legibility is retained.
In exceptional circumstances where space is below the recommended size,
adjustments may have to be made to balance the shape and visibility.

Flexibility
There are rare instances where the guidelines should be flexible. Designers working under
unique circumstances should contact the Department. All variances from this policy must
be approved by the Department.

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Brand Design and its Application

Final Logo + Mark

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01 02 If the space is restrictive, the scale of the Logo (not the dimensions) must be adjusted
to fit. The Logo must not be distorted from its designed aspect ratio; stretching or squishing the
shape and text is not permitted.

03 Rotating of the Logo is also not permitted.

04 Skewing of the Logo is not permitted since it

also distorts the design.

06 Bevel and emboss is not allowed on the Logo.

05 The Logo must be presented completely.

Portions of the Logo cannot be used to
represent itself.

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Brand Design and its Application

Final Logo + Mark

07 Do not add the outer glow effect to the

Logo.

08 Do not place the Logo on a busy photograph

or pattern.

09 Do not recreate/replace the elements of the

Logo with something else.

10 Do not crop the Logo in any way.

11 Do not present the Logo in outline

fashion.

12 Do not change the orientation of the Logo.

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Brand Design and its Application

Final Logo + Mark

13 Do not outline the Logo in any color.

14 Do not add drop-shadow effect on the

Logo.

16 The Logos shape is consistent with the initial

design, retaining balance and legibility.

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15 Do not reconfigure, resize or replace any of

the Logo elements.

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Brand Design and its Application

Final Mark

Using the Mark Only

While it is important to use the complete Logo (preferred) on external communication materials, some materials may use the standard version
of the Mark alone. The Mark appears alone or separated from other elements with an Exclusion Zone on signs, markers, exterior building signs,
vinyl window signs, and other marketing or souvenir materials.
Third party agencies may create their own type treatments, look, and logos for special events, but should not incorporate or modify the logos
or any element of the Logos, such as the Mark, to create a new logo for the event.
Note that the event-related type treatment, look, or logo may not replace the Mark as the symbol. The Mark must still appear on all print and digital
communication materials.

Exclusion Zone
Make sure that the text or other design elements do not encroach upon the Logo. The allocated space should always be given to let the Logo
breathe, free from distraction.
Minimum Reproduction Size
In the primary Logo format, a minimum size must be adhered to so that legibility is retained.
In exceptional circumstances where space is below the recommended size, adjustments may
have to be made to balance the shape and visibility.

Flexibility
There are rare instances where the guidelines should be flexible. Designers working under
unique circumstances should contact the Department. All variances from this policy must be
approved by the Department.

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Brand Design and its Application

Mark

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01 02 If the space is restrictive, the scale of the Mark (not the dimensions) must be adjusted
to fit. The Mark must not be distorted from its designed aspect ratio; stretching or squishing the
shape is not permitted.

03 Rotating of the Mark is also not permitted.

04 Skewing of the Mark is not permitted since it

also distorts the design.

06 Bevel and emboss is not allowed on the Mark.

05 The Mark must be presented completely.

Portions of the Mark cannot be used to
represent itself.

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Brand Design and its Application

Mark

07 Do not add the outer glow effect to the

Mark.

08 Do not place the Mark on a busy

photograph or pattern.

09 Do not recreate/replace the elements of the

Mark with something else.

10 Do not crop the Mark in any way.

11 Do not present the Mark in outline fashion.

12 Do not change the orientation of the Mark.

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Brand Design and its Application

Mark

13 Do not outline the Mark in any color.

14 Do not add drop-shadow effect on the

Mark.

16 The Marks shape is consistent with the

initial design, retaining balance and legibility.

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15 Do not reconfigure, resize or replace any of

the Mark elements.

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Brand Design and its Application

DSWD Logo + Program/Project Logos

In the event where the DSWD Logo is to be presented together with a
Program/Project Logo, the Program/Project Logo must always be situated
on the right side of the DSWD Logo to prioritize the agency.
The Program/Project Logo should not intersect with the Exclusion Zone of
the DSWD Logo.

In the event where the DSWD Logo is to be presented together with the
Field Office, the name of the Field Office should be placed below the logo,
outside the Exclusion Zone, and centered. Font used must be Arial Bold
or, if unavailable, Helvetica Bold. Color should be the same blue color of
the Logo.

The height of the Program/Project Logo should be adjusted to be at the

same height or smaller than the DSWD Logo. It is prohibited to make the
Program/Project Logo bigger than the DSWD Logo to avoid the
misconception of which logo is more significant.
If more than one Program/Project Logos is presented, this should be
placed right after the Agency Logo and aligned with the other logos. The
Program/Project Logo nearest to the Agency Logo is the main supporter
and contributor to the Agency.

In the event where the DSWD Logo is to be presented together with the
name of the Field Office and the Program/Project Logos, the name of
the Field Office should be placed below the DSWD Logo, outside the
Exclusion Zone, and centered. The Field Office is within the DSWD
system and is not considered a Third Party. The Program/Project Logos
should be on the right side of the DSWD Logo. Font must be Arial Bold,
or, if unavailable, Helvetica Bold. Color should be the same blue color of
the Logo.

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Brand Design and its Application

COLOR SCHEME 4.0

Accurate reproduction of the color scheme for the logo and communication
materials is essential in communicating a clear and consistent representation of the
brand image.
The Pantone colors should be used wherever possible, with CMYK/RGB being
matched as closely as possible, depending on the material requirement and print
process. Note that the Logo does not have a background, so empty spaces of the
Logo are transparent.
Black and white is acceptable as accent colors, in addition to the colors within
the assigned scheme.

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Brand Design and its Application

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Brand Design and its Application

Color Scheme : Color Specification

01 Do not use the colored Logo in a backdrop

similar to the primary color it lacks visibility
and contrast.

04 Do not place a white box around the Logo

when placed on a dark background.

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02 Never change the color of the elements or

the text on the Logo.

05 The logo is clear and visible. Please refer

to items 07-09 for suggested color alternatives
and suggested backdrop colors.

03 Do not use a vibrating color outside of the

selected brand color scheme since this
confuses the brand image.

06 For black and white representations of the

Logo, use only 100% black.

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Brand Design and its Application

Color Scheme : Color Specification

07-08 When the corporate colors blue and red are used in the background, always convert the
Logo into white to maintain clarity and legibility.

09 When the corporate color yellow is used

in the background, always convert the Logo
into black to maintain clarity and legibility.

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Brand Design and its Application

TYPOGRAPHY 5.0
A primary typeface has been selected for the Agencys identity. Careful selection
has been done to determine the typeface that would best represent the image of
the company. The typeface selection must be used to retain consistency, especially
within the logo.
Replacing fonts with alternatives can compromise the brand image and should not
be done under any circumstances.

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Brand Design and its Application

Logo Typeface
Arial - Bold

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Brand Design and its Application

Primary Typeface 1.0 - Mandatory for all headlines and/or headers. The use of Times New Roman Bold is also allowed.
Times New Roman

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Brand Design and its Application

Secondary Typeface - To be used for content of official communication materials, such as letters, memoranda, circulars.
Arial

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Tertiary Typeface - To be used if Arial is not available.
Helvetica

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Brand Design and its Application

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Brand Design and its Application

LOGO APPLICATION 6.0

The official message (Maagap at Mapagkalingang Serbisyo! #DSWDMayMalasakit)
of the Agency should appear in all information, education and communication (IEC)
materials along with the Logo.

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Brand Design and its Application

2x 3.5 Business Card

Primary Typeface: Arial (Bold), Size: 11 pts

Primary Typeface: Arial, Size: 8 pts

Primary Typeface: Arial, Size: 6.5 pts

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Brand Design and its Application

A4 (297mm x 420mm) Letterhead

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A4 (297mm x 420mm) Letterhead with Program Logo

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Brand Design and its Application

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Brand Design and its Application

4 x 9 Envelope

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9 x 14 Folder

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Brand Design and its Application

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Brand Design and its Application

9 x 14 Folder

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Compact Disc

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Brand Design and its Application

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Brand Design and its Application

4.5 x 4.5 Compact Disc Case Cover

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USB Flash Drive

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Brand Design and its Application

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Brand Design and its Application

Ball Pen

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Sticker

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Brand Design and its Application

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Brand Design and its Application

2.125 x 3.375 Identification Card

This certifies that the person whose name, picture, and

signature appear on this card is a bonafide member of the
Department of Social Welfare and Development (DSWD).
This card is non-transferable and can be revoked by DSWD at
any time without notice. This card is the property of DSWD to
whom it must be returned if found or surrendered upon request.

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Brand Design and its Application

2.125 x 3.375 Identification Card

This certifies that the person whose name, picture, and

signature appear on this card is a bonafide member of the
Department of Social Welfare and Development (DSWD).
This card is non-transferable and can be revoked by DSWD at
any time without notice. This card is the property of DSWD to
whom it must be returned if found or surrendered upon request.

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Brand Design and its Application

4.25 x 6.5 Identification Card

This certifies that the person whose name, picture, and

signature appear on this card is a bonafide member of the
Department of Social Welfare and Development (DSWD).
This card is non-transferable and can be revoked by DSWD at
any time without notice. This card is the property of DSWD to
whom it must be returned if found or surrendered upon request.

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Brand Design and its Application

4.25 x 6.5 Identification Card

This certifies that the person whose name, picture, and

signature appear on this card is a bonafide member of the
Department of Social Welfare and Development (DSWD).
This card is non-transferable and can be revoked by DSWD at
any time without notice. This card is the property of DSWD to
whom it must be returned if found or surrendered upon request.

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Brand Design and its Application

Lanyard

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Brand Design and its Application

Lanyard

the Logo

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the Logo

the Logo

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Brand Design and its Application

T-shirt

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Brand Design and its Application

T-shirt
the Logo.

the Logo.

the Logo.

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Brand Design and its Application

Polo shirt

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Brand Design and its Application

Polo shirt
the Logo.

the Logo.

the Logo.

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Brand Design and its Application

Cap

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Brand Design and its Application

Cap

the Logo.

the Logo.

the Logo.

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Brand Design and its Application

Cargo Vest

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Cargo Vest

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Brand Design and its Application

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Brand Design and its Application

Safety Vest

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Brand Design and its Application

Safety Vest
Logo and the Mark

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Brand Design and its Application

2 Pin

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Messenger Bag

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Brand Design and its Application

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Brand Design and its Application

Messenger Bag

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Plastic Bag

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Brand Design and its Application

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Brand Design and its Application

Eco Bag

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Brown Paper Bag

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Brand Design and its Application

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Brand Design and its Application

Key Chain

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Foldable Fan

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Brand Design and its Application

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Brand Design and its Application

Mug

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White Umbrella

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Brand Design and its Application

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Brand Design and its Application

Multicolored Umbrella

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5.5 x 8.5 Yearly Planner

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Brand Design and its Application

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Brand Design and its Application

5.5 x 8.5 Yearly Planner

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8.5 x 5.5 Desktop Calendar

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Brand Design and its Application

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Brand Design and its Application

8.5 x 11 Powerpoint Template without Program/Project Logo

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8.5 x 11 Powerpoint Template without Program/Project Logo

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Brand Design and its Application

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Brand Design and its Application

8.5 x 11 Powerpoint Template with Program/Project Logo

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8.5 x 11 Powerpoint Template with Program/Project Logo

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Brand Design and its Application

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Brand Design and its Application

2 x 5 Banner/Streamer

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2 x 5 Banner/Streamer

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Brand Design and its Application

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Brand Design and its Application

4.25 x 5.5 Flyer

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4.25 x 5.5 Flyer

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Brand Design and its Application

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Brand Design and its Application

2 x 3 Poster

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2 x 3 Poster

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Brand Design and its Application

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Brand Design and its Application

A4 Congratulatory Poster

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Brand Design and its Application

A4 Congratulatory Poster

Congratulations uses Primary

Typeface: Arial Font, Size: 35 pts.

Complete name uses Primary

Typeface: Arial Font, Size: 35 pts.
Office uses Primary Typeface:
Arial Font, Size: 15pts

Award uses Arial Bold Font,

Size: 40 pts.

Official Department
Message and hashtag

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Photos to be used should

be in high resolution.

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Brand Design and its Application

A4 Congratulatory Poster with more than one awardee

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Brand Design and its Application

A4 Congratulatory Poster with more than one awardee

Congratulations uses Primary

Typeface: Arial Bold, Size: 35 pts.

Complete name uses Primary

Typeface: Arial Black, Size: 35 pts.

Photos to be used should

be in high resolution.

Award uses Arial Bold Font,

Size: 13 pts.
Award uses Arial Font,
Size: 12 pts.
Official Department Message
and hashtag

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Brand Design and its Application

8.5 x 11 Magazine Cover

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8.5 x 11 Magazine Cover

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Brand Design and its Application

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Brand Design and its Application

A4 Certificate without Project/Program Logo

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Brand Design and its Application

A4 Certificate without Project/Program Logo

Brand Header: to be used for

collaterals with other content
involved. Can be placed on top
or at the bottom, depending on
the application.
Primary Typeface: Times New
Roman, Size: 10 pts.
Typeface: Arial Bold,
Size: 15 pts.
Typeface: Arial Bold
Size: 27 pts.
Secondary Typeface: Arial
Size: 12 pts.
Typeface: Arial Bold
Size: 21 pts.
Secondary Typeface: Arial,
Size: 12 pts.

Typeface: Arial Bold,

Size: 12 pts.
Secondary Typeface: Arial,
Size: 12 pts.

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Brand Design and its Application

A4 Certificate with Project/Program Logo

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Brand Design and its Application

A4 Certificate with Project/Program Logo

Program Logo

Primary Typeface: Times New

Roman, Size: 10 pts.
Typeface: Arial Bold,
Size: 15 pts.

Brand Header: to be used for

collaterals with other content
involved. Can be placed on top
or at the bottom, depending on
the application.
Typeface: Arial Bold
Size: 27 pts.
Secondary Typeface: Arial
Size: 12 pts.
Typeface: Arial Bold
Size: 21 pts.

Secondary Typeface: Arial,

Size: 12 pts.

Secondary Typeface: Arial Bold,

Size: 12 pts.
Secondary Typeface: Arial,
Size: 12 pts.

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Brand Design and its Application

A4 Certificate with Project/Program Logo and Development Partner Logo

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Brand Design and its Application

A4 Certificate with Project/Program Logo and Development Partners Logo

Development Partners Logo

Program logo

Primary Typeface: Times New

Roman, Size: 10 pts.
Typeface: Arial Bold,
Size: 12 pts.

Brand Header: to be used for

collaterals with other content
involved. Can be placed on top
or at the bottom, depending on
the application.
Typeface: Arial Bold
Size: 27 pts.
Secondary Typeface: Arial
Size: 12 pts.
Typeface: Arial Bold
Size: 20 pts.

Secondary Typeface: Arial,

Size: 12 pts.

Typeface: Arial Bold,

Size: 12 pts.
Secondary Typeface: Arial,
Size: 12 pts.

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Brand Design and its Application

A4 Newsletter

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A4 Newsletter

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Brand Design and its Application

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB)

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB)

The Department Logo, website, and social media accounts should either appear in the OBB or CBB of the
video.

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The Department message should also appear in the OBB or CBB of the video.

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB) with Program Logo

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB) with Program Logo

The Department Logo next to the Program logo, website, and social media accounts should either appear
in the OBB or CBB of the video.

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The Department message should also appear in the OBB or CBB of the video.

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB) with Development Partners Logo

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Brand Design and its Application

Opening Billboard (OBB) / Closing Billboard (CBB) with Development Partners Logo

The Department Logo next to the Program logo, website, and social media accounts should either appear
in the OBB or CBB of the video.

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The Department message should also appear in the OBB or CBB of the video.

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Brand Design and its Application

Van Service

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Van Service

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GLOSSARY 7.0

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Glossary
Exclusion Zone
An area that is exclusive only to a certain object (in our case the Logo). No other element or object is allowed to encroach upon that area.
Final logo + Mark
The complete logo consisting of the name and the Mark.
Mark
A Mark (or Symbol or Icon) is a visual representation of some aspect of the Agency. It is often the most dominant element of the overall logo.
Master Artwork
Final approved design or layout.
Primary Typeface
The principal typeface to be used against any other typeface.
Secondary Typeface
Typeface to be used that comes after the primary typeface.
Tertiary Typeface
Typeface to be used that comes after the secondary typeface.
Third Party Agencies
Agencies or establishments that are collaboration with the main party for a specific project or activity.
Typeface
Another term for font. A visual representation of the style the letters are presented.

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