Corporate Identity
Corporate Identity explains how to use ASEC’s logo, colours, typography and visual assets consistently across communication materials.
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The visual identity supports ASEC’s direction
This page is a quick reference for visual consistency. For full explanation of aspiration, values and standard, refer to Company Direction & Culture.
Aspiration
One Day, No One Shall Die in an Accident.
Tagline
Because every life matters.
Core Values
RISE: Respect, Integrity, Synergy and Excellence.
Use the ASEC logo clearly and consistently
The ASEC logo represents Academy of Safety & Emergency Care. It should be used without alteration, with sufficient visibility and with respect for the brand.
Pronunciation: AY-sek.
This is a visual preview for the guide. Use the official logo file from the Marketing Google Drive for actual materials.
Use the correct logo version
The full colour logo is the preferred option. Black and gold variants require approval from the Marketing team.
Full colour logo
Use this as the default option whenever visibility and background allow.
White logo
Use on dark or image backgrounds where the full colour logo is not clear.
Black logo
Use only under special circumstances with prior approval.
Gold logo
Use only under special circumstances with prior approval.
Give the logo enough space and place it with purpose
The logo should have enough breathing room and should be placed where it supports the material without blocking important content.
Clear space
Maintain minimum clear space around the logo. Use the height or width of the letter C in the logo as the minimum spacing guide.
Place the logo where people expect to see it
The ASEC logo is generally placed at the top left of communication materials. For video content, the logo should appear in the outro to avoid blocking key visual elements.
Single logo material
Multiple logo material
Video logo outro
Protect the integrity of the logo
The logo should not be modified, distorted or combined with unofficial elements.
Before sharing our logo externally
Our logo represents ASEC’s public support and reputation. Always obtain approval before sharing it with external parties or using it on merchandise.
Primary and supporting colours
ASEC Orange should be used thoughtfully and purposefully with supporting colours and enough white space.
Use division colours to help audiences identify service areas
Use soft colours for backgrounds and visual separation
These supporting tints are not replacement brand colours. They are used for soft section backgrounds, cards, division page backgrounds and subtle visual separation.
Usage note
Supporting tints should support the official colour palette, not replace it. Use them softly for readability and structure. Avoid turning a full material into a strong single-colour document.
Use typography consistently
Poppins
Poppins is the primary typeface for print and digital marketing communications, including website, collateral and signage.
Montserrat
Montserrat may be used for selected creative applications, but Poppins should be prioritised for consistency.
Official assets and help
For the latest templates, tools and official logo files, refer to Marketing Google Drive under 03 ASEC Marketing > Corporate Identity.
If the use case is unclear, contact the Marketing team before using or sharing the asset.
Open official Corporate Identity PDFFinal Takeaway
Corporate identity is not only about design. It protects ASEC’s recognition, consistency and professionalism in every communication material.