BAISITAI Brand Manual Identity

Corporate Identity Manual
2010
BAISITAI

2 Baisitai Corporate Identity Manual
The present manual defines the corporate design identity for BAISITAI
Computer Accessories (aka a-BST, or simpler BAISITAI) and determines
various areas of its application.
Please refer to these guidelines to ensure the correct and consistent
use of the brand identity system. Along with the brand mark, typogra-
phy, colour palette and other visual elements, specific directions are
included to help you manage your visual communication materials.
By accurately implementing this brand identity system you protect the
equity of the BAISTAI brand and better support its repositioning.
All rights reserved to BAISITAI Computer Accessories,
Shenzhen, China. 2010

Table of Contents
About BAISITAI 4
BAISITAI Brand Values 5
1. Logo 6
1.a. Name 7
1.a. Logo Elements 7
1.b. Form and Colour 8
1.c. Safe Area 9
1.d. Placement 10
1.e. Forbidden Usage 11
2. Colours 12
2.a. Primary Colours 13
2.b. Secondary Colours 14
2.b. Combinations 14
2.c. Tints 15
3. Typefaces 16
3.a. Primary Typefaces 17
3.b. Secondary Typefaces 18
4. Stationery 19
4.a. Letterhead 20
4.b. Fax 21
4.c. Envelope 22
4.d. Business Card 23
4.e. Email Signature 24
5. Imagery 25
5.a. Photography 26
5.b. Illustration 29
5.c. Patterns & Textures 30
Contact 31

BAISITAI Computer Accessories Co. Ltd. is an important player onto
Chinese computer accessories market. The company was founded in
1988 and is specialized in the manufacture of a wide variety of com-
puter connecting cables, starting from power cables to high quality
optical fibre cables.
The company is headed in the famous Shenzhen Special Economic
Zone of China, covering an area of 3.000 square meters and employ-
ing over 200 people.
By virtue of its excellent products, advanced technology, constant inno-
vation and strong management, the company registered a continuous
business expansion in terms of revenues and geographical coverage.
Currently, BAISITAI is registering a 5 million dollars monthly output and
is reinforcing its presence in more than 10 countries, on three conti-
nents. Also, in 2004, the company has increased its manufacturing
facilities with a new wire and cable factory.
The company develops and produces high quality wires and cables,
certified with the international Quality Management System ISO
9001:2000. All the BAISITAI products are engineered in its own R&D
Center and are thoroughly tested in conformity to all the international
standards.
About BAISITAI

Connectivity
Our aim is to facilitate
relationships, to empower
networks through strong
connections. We believe
this is the background
of a prosperous life and
business.
Professionalism
We work hard to keep the
highest professional standards
in the industry.
Creativity
As a product developer,
our goal is to constantly
improve our products and
services through innovation
and efficient creativity.
Transparency
We treasure business
transparency as an
essential trait in our
relationship with partners,
employees and all other
stakeholders.
Reliability
We strive to offer quality
products and services to
our customers in order to
build confidence and reli-
ability every time they use
our products.
BAISITAI Brand Values

The BAISITAI logo is the flagship of our brand identity. It is our
signature. It marks BAISITAI’s ownership over the products and
services we develop and provide. It will carry on the overall brand
halo: recognition, credibility, authority and trust in our company.
It is important to use the BAISITAI logo correctly and consistently
across all applications. Please always use it in accordance with our
main brand guidelines and make sure you do not alter the logo in
any way.
Corporate Manual Identity
Logo

1.a.
Logo
Name
Logo Elements
The Name
The specificity of the Chinese
language and its special
translation into the interna-
tional English space creates a
peculiar differentiation between
the company name and its
visual representation. In Chi-
nese language the “bst” (also
interpreted as best) is
pronounced BAISITAI, there-
fore the company opted for a
Chinese sound and an English
visual representation.
Hence the company can be
equally named BAISITAI, BST or
a-BST (if the A shape illustrated
by the logo’s cable it is taken
into account).
The logo’s elements
The BAISITAI brandblock is composed of four main elements:
The first symbol
A cable representation, providing straight connotations towards
our main activity (producing wires and cables).
The second symbol
A tiny red symbol, inspired from the shape of a cable head and
denoting the power of connectivity and the stream of firepower
energy acquired through connectivity.
The Name
The “bst” (best) word, which is the real name of the company.
The Colours
aBST Red
CMYK: 10/100/50/0
RGB: 218/28/92
Web Safe: DA 1C 5C
PANTONE 214 C
aBST Black
CMYK: 0/50/0/100
RGB: 15/0/0
Web Safe: 23 00 09

1.b.
Logo
Form and Colour
The logo must always appear as shown in one of
the colour variations described in this guidelines.
Never attempt to redraw or scale the logo or add
other graphic elements to its presentation.
With tagline
If the tagline is being used, it should always
accompany the logo. Please place it under the
word “BST”.
Monochrome
Due to its hard use on multiple types of materials,
fabrics and products, it is accepted a monochrome
colour for the logo.
In such cases, always maintain one of the primary
brand colors “aBST Red”, aBST Black, or White as
a non-color.
The monochrome logo should never appear on a
website, a polychrome brochure or any other
application where a full-colour logo is possible.

2.c.
Logo
Safe Area
Do not crowd or obscure the logo
with other graphical or textual
elements and always maintain
the minimum required safe space
around it (of 2x + 1y).
= x
Example
= y

1.d.
Logo
Placement
Please always place the logo in one of the layout
four corners.
The best position is in the right top corner and the
last recommended is the left top one, which is to be
used only as a last remaining option.
01 Recommended 02 Option
04 Last Recommended03 Option
Placement Example

1.e.
Logo
Forbidden Usage
The consistent and correct application of the BAISI-
TAI brand is essential. Always follow the standards
presented in these guidelines.
The examples on this page illustrate some of the
unacceptable uses of the BAISITAI logo.
Never substitute the typeface in the logo
------------
Never alter the agreed colour of the brand
------------
Never tilt the logo
------------
Never distort the shape of the logo
------------
Do not add elements to the logo.
------------
Never alter the logo.
------------
Never use the black logo on dark colours, or the
aBST Red on red background
------------
Never attempt to redraw or scale the logo
or add other graphic elements to its presentation.

It is important to always maintain a consistent appearance
of the brand on all visual communications across various
media types and materials. Using colour consistently will
strengthen brand recognition, create impact and
differentiate our products.
Colours

2.a.
Colours
Primary Colours
a-bst red
CMYK: 10/100/50/0
RGB: 218/28/92
Web Safe: DA 1C 5C
PANTONE 214 C
a-bst black
CMYK: 0/50/0/100
RGB: 15/0/0
Web Safe: 23 00 09
Colour Usage
For all printed materials always use the CMYK or Pantone given values.
For all the BAISITAI office documents (letterheads, contracts, invoices, faxes,
presentations etc.) please use RGB given values.
For web, please use the web safe values.
One of the main characteristics of the BAISITAI logo
is its special developed red colour, named aBST Red.
The aBST Red
The Red is the universally known brand colour for
China and incorporates great attributes as: passion,
love, energy, sanguinity, also being a powerful
signalisation tool.
For that reasons we choose from the red pal-
ette an appropriate one for our brand.(CMYK
10/100/50/0; RGB 218/28/92)
The BAISITAI red gravitates between a full red and a
magenta. This pushes the brand to a better rec-
ognition by differentiating itself who are using the
classical red colour (CMYK 0/100/100/0; RGB
255/0/0) excessively.
The aBST Black
The aBST black (CMYK 0/50/0/100; RGB 15/0/0)
contains along 100 percents black, also a magenta
tint to give it more brilliance and to match it better
with the aBST Red.
However the simple use of a regular black (CMYK
0/0/0/100; RGB 0/0/0) it is also highly accepted.

red
CMYK: 0/100/100/0
RGB: 237/28/36
Web Safe: ED 1C 24
PANTONE Red 032 C
magenta
CMYK: 0/100/0/0
RGB: 236/0/140
Web Safe: EC 00 8C
PANTONE Rubine Red C
purple
CMYK: 35/84/0/0
RGB: 170/76/157
Web Safe: AA 4C 9D
PANTONE Purple C
green
CMYK: 74/9/100/0
RGB: 73/169/72
Web Safe: 48 A7 47
PANTONE 362 C
light green
CMYK: 41/0/100/0
RGB: 164/205/57
Web Safe: A4 CD 39
PANTONE 376 C
brown
CMYK: 0/17/34/62
RGB: 124/106/85
Web Safe: 7C 6A 55
PANTONE Warm Grey 11C
yellow
CMYK: 8/100/100/0
RGB: 238/232/9
Web Safe: EE E8 09
PANTONE 3965 C
dark purple
CMYK: 45/100/0/55
RGB: 86/0/78
Web Safe: 56 00 4E
PANTONE 262 C
2.b.
Colours
Secondary Colours
Combinations
Suggested Colour Combinations
Colour Usage
The Secondary Colours are to be used as a
complement, analog or contrast colours for the
Primary Colours. By combining the two groups
a large range of associations can be achieved.
The BAISITAI colour palette is large and
distinctively permissive comparing with other
brands. Nonetheless its uniqueness consists in
the particularity of its colour nuances and the
avoidance of straight classical colours.

2.c.
Colours
Tints
a-bst red
a-bst black
red
magenta
purple
dark purple
brown
green
green light
yellow
The colours within the BAISITAI palette can be used both as solid or
as tints. The tint palette brings a greater breadth and flexibility to
our range of colours.
Colour Usage

Along logo and colours, the typography assures the
brand’s distinction and uniqueness. Consistency in the
use of typography enhances communications effective-
ness, builds customer familiarity, and strengthens the
BAISITAI identity.
Typefaces

3.a.
Typefaces
Primary Typefaces
Futura Light
a b c d e f g h ij k l m n o p q r s t u v w x y z
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Light Oblique
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Light Condensed
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Book
Futura Regular
Futura Mediu
Futura Bold
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Bold Oblique
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Bold Condensed
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Heavy
Futura Extra Bold
Futura typeface family will be considered the
corporate font for the BAISITAI brand and it will be
used on all the communication printed materials
(advertising, packaging, retail, brochures etc.).
About Futura
Futura Family was design by Paul Renner and re-
leased in 1927. The Futura is a sans-serif typeface,
a true exponent for the Bauhaus design movement.
The Futura has an appearance of efficiency and
forwardness and is derived from simple geometric
forms (circles, triangles and squares). Its purity of
design suits the requirements of all the modern
printings.
The Futura typeface family
Light, Book, Medium, Heavy, Bold and Extra Bold,
in all their forms: normal, oblique, condensed or
expanded.
Usage examples: packaging, press
& TV ads, brochures, posters, motion
graphics, videos, interior architecture,
retail spaces, exhibition spaces,etc.

3.b.
Typefaces
Secondary Typefaces
Usage examples: office documents
(contracts, faxes, letters, invoices,
memos, etc.) digital newsletters, emails,
websites, powerpoint presentations.
The Arial family will be used as a secondary type-
face and as a replacement for the Futura typeface
on some office and web materials.
About Arial
Arial is a contemporary sans serif typeface, with
a soft treatment of curves and terminal strokes,
designed in a humanist style. The Arial family can
be found on any type of personal computer, which
makes it a versatile typeface, with applications on
a large range of materials both for print or web.
The Arial typeface family
Regular, Bold, Black and Narrow
in all their forms: normal, bold or italic.
Arial Regular
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Arial Italic
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Arial Bold
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Arial Bold Italic
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Black
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Narrow
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Narrow Italic
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Narrow Bold
123456789!?&@<>[]{}()*%$£/”;:,.^’+=
Futura Narrow Bold Italic
123456789!?&@<>[]{}()*%$£/”;:,.^’+=

Stationery documents represent an important guideline for the
brand presence inside the company and plays a powerful part in
the unity and consistency through the BAISITAI entity.
When producing stationery you need to ensure that your documents
share entirely the BAISITAI identity. Hence, we have developed a
set of templates covering the principal stationery items required for
all the BAISITAI departments.
Stationery

4.a.
Stationery
Letterhead
Size: A4 Sheet
Two sheets template.
Paper: Standard 80 grams
Editing Directions
For any type of documents or for developing new
templates please always use the given template.
The first page always starts with a two column layout,
while the following sheets are of only one column layout.
Please do not modify the present format.
On the first page, the left column should only be used to
insert contact informations and nothing else.
It is recommended the use of aBST Red colour as a
contrast colour with the black inside the document.
The standard body text
Typeface: Arial Regular
Color: Black
Size: 10 point type
Alignment: left
Leading: Auto or 13 point

4.b.
Stationery
FAX
Size: A4 Sheet
Two sheets template.
Paper: Standard 80 grams
Use the editing directions from the letterhead.

4.c.
Stationery
Envelope
Size: 241 x 104 mm
To be printed on the envelopes backside.
Suitable for the three times folded A4 document sheets.
[N
[Company]
[Address]
15mm
241mm
104mm
15mm
[N
[Company]
[Address]

4.d.
Stationery
Business Card
Format: 90 x 55 mm
Material: Cardboard 200 grams
Attributes: Matte and laminated
Colour: Polychromy
Printed both sides.
Editing Info
Name: Futura Bold, 10pt, aBST Red
Function: Futura Medium, 6pt, aBST Black
Body: Futura Book, 7pt, aBST Black
Site: Futura Bold, 8pt, aBST Red

4.e.
Stationery
Email Signature
For a strong corporate image, all email messages
should identify the sender in a standard and clean
manner. You should always include in the signa-
ture: the name, function, the logo, phones, the url
of your website and emails (if they are more than
one).
Format
The signature format will depend on the email
client each employee uses on his computer. For
instance Outlook Express can only support *.html
or *.txt signature, other email clients accept also
images: *.gif, *.png or *.jpg.
Editing Info
Name: Arial Bold, 12pt, aBST Red
Function: Arial Regular, 10 pt, aBST Black
Body: Arial Regular/Bold, 10pt, aBST Black
Site: Arial Bold, 12pt, aBST Red
7420, Huaqiang North Seg
Electronic Market, Shenzen, China
T: +86 - 755 - 61333508
F: +86 - 755 - 61333509
M: +86 - 15989873834
skysyssales@hotmail.com
justin04101@gmail.com
www.baisitai.com
Justin Lee
Sales Manager

The photography and the illustrations are
powerful and emotive tools that express our
brand values just as strongly as colours and
typefaces.
Imagery

5.a.
Imagery
Photography
BAISITAI brand focuses its photographic universe
on the aesthetically visual representations of its
products and of the people who use them.

Being a company highly preoccupied by the well
being of its customers and employees, the imagery
will often feature people profiles from the company
inner business circle.
5.a.
Imagery
Photography

5.a.
Imagery
Photography
Being a manufacturer and a seller of products,
the packs and products shoots will be raised to
a state of the art process.
Always capture the products and packaging
shoots on a uniform background, preferably
white.

5.b.
Imagery
Illustration
Designs are expanded from the logo’s tiny red
symbol and can be used easily as patterns,
textures, or for decoration purposes.
Use symbols of cable heads to play with forms
and colours.

5.c.
Imagery
Patterns & Textures
Patterns and textures can be de-
clined by expanding and duplicating
the logo symbols.
Use colour combinations to create
cheery and lively backgrounds.
Use the cables head silhouettes as
a source for further patterns and
textures combinations.

108 Building, Mashantou, GuangMing New District, Shenzhen, China
T+86 - 755 - 29941612 // +86 - 755 - 27489192 // F +86 - 755 - 27340072
baisitaisales@live.com // www.baisitai.com
CONTACT

Last Update: 11.2010
Corporate Identity Manual
BAISITAI
DesignedbyAndreiPopa/BubblegumMedia

BAISITAI Brand Manual Identity

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