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Kuala Lumpur A city

of Contrasts and Diversity

Brand
Guidelines

History of Kuala Lumpur Kuala Lumpur KL was founded in 1857 by a member of the Selangor royal

family, Raja Abdullah, who was the representative of the Yam Tuan who administered Klang.

Together with Raja Jumaat of Lukut and 87 Chinese workers, he came to explore the district

in search for tin ore. After travelling up the Klang River to reach its conuence with the

Gombak River, they made their way through deep jungle and found tin near Ampang. That

moment marked the beginning of KL's development. Over the years it grew from a tin

miner's camp into a commercial centre that was able to attract large numbers of investors

from around various places.

After the arrival of Yap Ah Loy in the 1860s, development progressed at a faster pace. In

March 1880, the British moved their seat of administration from Klang to KL. With this, the

British took charge of the running and expansion of the town and continued its development.

This led to KL becoming a revamped urban centre with a completely new look.

KL continued to grow despite two World Wars, the crash of rubber and tin commodity and

during the communist insurgency. In 1957, the Federation of Malaya gained independence

and Kuala Lumpur was designated as the state capital. In 1972, KL achieved city status and

appointed its rst mayor. It was established as a Federal Territory in 1974 and is now one of

the most vibrant cities in the world.

Copyright 2017 - 2018

All Right Reserved. Design by Michelle M.

[Link]

Intro- Kuala Lumpur is the main gateway to Malaysia, and it has much to oer as a
destination. The city oers a variety of attractions ranging from culture, heritage & places of

interest, shopping, entertainment, nature & adventure, luxury travel, sports, business & events,

duction
medical & wellness, and education.

KLs ethnic mix reects the multi cultural composition of Malaysia. Its architectural landscapes

are made up of the old heritage buildings and the modern towers reaching for the sky. The

culinary options here are so diverse and even the shopping options range from the traditional

to high end brand names.

This branding aims to deliver KLs vision to be the top-of-mind destination for exciting and

diverse urban experiences. KL needs a World- class positioning a positioning that reects the

KL Brand and its core values, unique attributes and combined into a distinct visitor promise.

Brand
To deliver KLs vision to be the top- of-mind destination for exciting and diverse urban
Positio-
ning
experiences, delivered through world-class infrastructure and services, KL needs a World-

class positioning a positioning that reects the KL Brand and its core values, unique

attributes and combined into a distinct visitor promise.

The research & ndings conducted in preparation of the Kuala Lumpur Tourism Master Plan

2015-2025 is the key trigger in formulating the KL brand identity and positioning it has to

dierentiate the city from the other major cities in the region.

A Brand positioning for KL will streamline the task of marketing the city to increase tourist

arrivals and as a competitive business destination. It will provide a platform for consistency in

communication. A visual identity to support the branding will create a recognisable brand

ownership in communication materials.

Brand Tagline A city of Contrasts and Diversity

Brand Descriptions Exciting

Surprising
Enticing

Design
Rationale
What makes
Kuala Lumpur Unique?

The diverse cultures and the juxtaposition of old and new were among the strengths of Kuala

Lumpur. The branding mainly focuses on the core of the city, who are the most unique and

valuable things: The people, each and every one of their stories, the rich culture and history,

and how all these built Kuala Lumpur into the city that it is now.

Inspired by the famous

local dish Rojak

The formation of the logo is mainly inspired by the popular dish Rojak. Rojak means an eclectic mix, and its

ingredients reect the cultural diversity of Kuala Lumpur, bringing together disparate items with strong

avours into a harmoniously tasty blend.

The initial shapes of the logo was derived from the shape and forms of the local dish rojak, where the

combination of odd shapes symbolises the culture diversity, the shapes was then given a geometrical twist to

represent the transition from old to new, symbolising the city landscapes that was made up of the old heritage

buildings and the modern towers reaching for the sky,

Copyright 2017 - 2018

All Right Reserved. Design by Michelle M.

[Link]

Brand
Identity
The logo is the touchstone of the city
brand and one of the most valuable
assets. Therefore, proper usage must
be ensured at all times.

Logo

Logomark

The logomark consists the initials of the city K and L followed

by the logotype, which is the complete spell out of the name of

the city Kuala Lumpur, right below the logomark.

Logotype The logo must be used as is and can not be modied

under any circumstances without permission.

Logo Clearspace

To ensure the legibility of the logo, it must be surrounded with a minimum

X X
amount of clearspace.

This isolates the logo from competing elements such as photography, text or

background patterns that may detract attention and lessen the overall impact.

Using the logo in a consistent manner across all applications helps to both

establish and reinforce immediate recognition of the KL city brand. The

provided artwork must Y 1/4

be used at all times.

X Y X

One-colour Printing

Logo Usage

There are two color versions of the Kuala Lumpur City logo.

There are no absolutes regarding the selection of the

specic color application, but context, contrast with regard

to background color and surrounding imagery and

production parameters all should be considered.

An entirely black or white logo has been provided for those

instances where the logo must print in a single color.

When its necessary to apply the logo to media other than

paper or on-screen (e.g. fabric, wood, metal, glass or

leather), the logo may be silkscreened, blind embossed,

etched, engraved, etc.

Two-colour Printing

Elements
A variety of geometric

shapes can be derived from

the logo and its negative

space, where they can be

used during application.

Logo was designed with idea of special

enlargement for
- main highlights of the city
- promotion of selected events in the city
- important celebration
- social action in the city
- others

The geometric shape comes from

the shape of the logo which acts as a
dymnamic gure where it can be expanded
according to the grid.

Colours

CMYK 8 7 8 0 CMYK 0 99 97 0 CMYK 91 83 2 0

RGB 231 228 226 RGB 237 32 38 RGB 56 73 155

Contrast Urbanism Warmth Unity/culture

CMYK 0 25 99 0 CMYK 61 74 0 0 CMYK 0 72 86 10 CMYK 61 74 0 0

RGB 255 198 0 RGB 120 89 176 RGB 255 108 44 RGB 120 89 176

History Green Area Food Nightlife

Typo-
Primary Typeface
graphy
Chivo (Black)

Aa
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890~!@#$%^&*()_+

Chivo (Bold)

Aa
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890~!@#$%^&*()_+

Secondary Typeface

Open Sans (Regular)

Aa
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890~!@#$%^&*()_+

Roboto (Bold)

Aa
abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890~!@#$%^&*()_+

Copyright 2017 - 2018

All Right Reserved. Design by Michelle M.

[Link]

Brand
in Action

Colla-
terals

Print

Advert-
ising &
Promo-
tion

Web

Copyright 2017 - 2018

All Right Reserved. Design by Michelle M.