General Information - Singapore Tourism Board

Information
Guideline on
Multi-Lingual Tourist Sign System
Section 2
Language & Typography
Graphic Elements
Colours

Contents
i
Introduction
ii
Scope of Application
Guidelines
iii
General Instructions for
Users
1 Visitor Information Identity
1.1 Master System Identity Variants
1.1.1 Option A
1.1.2 Option B
1.1.3 Option C
1.2 Custom System Identity
2 Language & Typography
2.1 Language Requirements
2.2 Typographic Requirements
3 Graphic Elements
3.1 Primary Graphics - Pictograms
3.2 Primary Graphics - Arrows
3.3 Secondary Graphics
4 Colours
4.1 Primary Master System Colours
4.2 Secondary Master system Colours
4.3 Custom System Colours
Header Panel (cont’d)
5.1.2 Extended Length
5.2 Directional Panel
5.2.1 Standard Layout
5.2.2 Sample Layouts
5.2.3 Alternative Layouts
5.3 Locator Panel
5.3.1 Standard Layout
5.3.2 Alternative Layout
5.3.3 Sample Layouts
5.4 Miscellaneous
5.4.1 Map Directory - Standard Layout
5.4.2 Map Directory - Alternative Layout
5.4.3 Information / Instruction Panel -
Standard Layout
5.4.4 Information / Instruction Panel -
Alternative Layout
5 Signtypes
6 Conclusion
5.1 Header Panel
5.1.1 Standard Length
Launched May 2005

Language & Typography
General Information
ShinnMedium for
English
This section provides information
on language requirements and
typographic guidelines used for the
primary and secondary languages in
both Master and Custom Systems.
一 般 资 讯
Maklumat Umum
総 合 案 内
Sample Text only
Shinn typefaces for STB-endorsed sign
systems only
Hei Regular for
Simplified Chinese
Shinn Book for
Bahasa Melayu
Osaka Regular for
Japanese
The typefaces for English and
Bahasa Melayu are only to be used
for Master System signs.
For the Custom System, typefaces
for English and Bahasa Melayu
should be replaced with alternative
typefaces. Information on minimum
requirements for alternative
typefaces can be found in the final
page of this section.
The typefaces for Simplified Chinese
and Japanese can be used in both
sign systems.
2

Language Requirements
General Information
一 般 资 讯
Maklumat Umum
総 合 案 内
Sample Text only
Correct placement order
General Information
Maklumat Umum
一 般 资 讯
総 合 案 内
General
- The inclusion of multi-lingual text is geared
towards use by tourist-relevant venues
and infrastructure; and
- Inclusion of all of Singapore’s four official
languages is not the focus of this multilingual
sign system.
Uses
- All tourist-relevant venues or infrastructure
that are encouraged to use or introduce the
multi-lingual sign system to enhance their
service offerings.
Minimum Requirements
- English as the primary language
is mandatory;
- Simplified Chinese and Bahasa Melayu
must be used as the two mandatory
secondary languages;
- Inclusion of a third secondary language
is recommended. This third secondary
language should be relevant to an attraction
the sign system is being applied to, for
example, Japanese or Korean;
Minimum Requirements (cont’d)
- Simplified Chinese terms should be based
on Mainland Chinese language terms;
- Malay terms should be based on
Bahasa Melayu; and
- Terms used must be as concise and
clear as possible, to save space and avoid
any potential confusion.
Sample Text only
Incorrect placement order
Additional Notes
- General placement order principle is to
separate languages with same writing
systems from each other;
- In practical terms, placing English and
Bahasa Melayu (Romanised alphabet
system) one after the other is to be avoided.
The same principle applies to Simplified
Chinese and Japanese (which are derived
from a common character-based system);
and
- Using the above layout as an example,
English and Bahasa Melayu is separated by
Simplified Chinese, while the Bahasa Melayu
term separates the Simplified Chinese and
Japanese terms.
- All information presented within the sign
system must be accompanied by multilingual
text, unless otherwise indicated
within the guidelines;
- To reduce potential confusion, there are
prescribed placement orders for each
language. Refer to visuals on this page;
- English terms and spellings should be
based on UK and Singaporean language
terms. Examples include Lift (instead of
Elevators), MRT, Hawker Centre;
2.1

Typographic Requirements
General Information
一 般 资 讯
Maklumat Umum
総 合 案 内
Sample Text only
- 150pt kerning for English and Bahasa
Melayu. 50pt kerning for Simplified Chinese
and Japanese; and
- San-serif typefaces for all languages.
General
- The Master System has exclusive use
of the Shinn typefaces for English and
Bahasa Melayu;
- Hei Regular is for Simplified Chinese and
Osaka Regular is for Japanese. These two
typefaces can be used on both Master and
Custom Systems; and
- Alternative typefaces will be reviewed on a
case-by-case basis, but general requirement
is that the typefaces must be ‘sans-serif’ type
and legible from a distance.
Minimum Requirements
- Minimum type size for English 50mm, with
the exception of directional panels, which
has a minimum requirement of 25mm;
- Minimum type size for secondary
languages 15mm;
General Information
一 般 资 讯
Maklumat Umum
Sample Text only
- No kerning provided for all languages
compromises legibility when read from
a distance because individual characters
look are very close to one another; and
- Relative type size of secondary languages
must not be more than 75% of English
primary language; and
- Refer to visual on this page for more
typographical requirements.
- Serif typefaces difficult to read due to
different character stroke widths.
2.2

Graphic Elements
This section provides information on
the graphic elements for both the
Master and Custom Systems and
how they are to be applied.
3

Primary Graphics - Pictograms
General
- There are two major groups of primary
graphic elements, pictograms and arrows;
and
Male
Lift
Female
Escalator
Nursing
Room
$
ATM
Handicap
¥
€
$
Currency
Exchange
- Their use and minimum requirements
are the same for both the Master and
Custom Systems.
Uses
- Pictograms are to represent tourism-related
amenities or infrastructure.
Minimum Requirements
- Use of these pictograms, where relevant,
are mandatory;
Locker
Public
Phone
MRT
Food &
Beverage
Standard Pictogram Family
- Standard set of pictograms for commonlyused
tourism-related amenities; and
- More pictograms may be added as and
when required.
Bus
First-Aid
Taxi
Gift Shop
- Design of pictograms must not be altered
in any way;
- Where possible, pictograms used on
directional signs panels and directory
boards should be accompanied by
primary and secondary languages unless
otherwise indicated;
- Only pictograms appearing at location of
amenities or infrastructure represented may
not need any language attached;
- Where new pictograms are required for a
specific offering or amenity, the design of the
pictogram has to follow the visual direction of
the current standard set of pictograms. Any
new pictogram design must be submitted to
the working team for comments and approval
prior to application; and
- Refer to the Layout section for
more information on prescribed relative
positions and sizes for pictograms and
arrows.
3.1

Primary Graphics - Arrows
General
- There are two major groups of primary
graphic elements, pictograms and arrows;
and
Up Left /
45˚ Left Ahead
Up Right /
45˚ Right Ahead
Left Turn Ahead
Right Turn Ahead
- Their use and minimum requirements
are the same for both the Master and
Custom Systems.
Left
Down Left
Straight
Ahead
Right
Down Right
U-Turn Left
U-Turn Right
Non-Standard Arrow Family
- Above arrows only to be used
when standard arrow options
not adequate.
Uses
- Arrows are for indicating direction
of travel.
Minimum Requirements
- Use of these arrows, where relevant, are
mandatory;
- Design of arrows may be customised but
must not compromise clarity of message;
and
Standard Arrow Family
- Standard set of arrows for
indicating directions.
- Refer to the Layout section for
more information on prescribed relative
positions and sizes for pictograms and
arrows.
3.2

Secondary Graphics
General
- Secondary graphics provide visual interest
and localised flavour to the multi-lingual sign
system;
Set of Peranakan Motifs
- Motifs extracted from the ‘Uniquely
Singapore’ Brand Manual; and
- Use of these motifs must follow the
guidelines set out by the Brand Manual.
- Usually in the form of a watermarked
graphic. Colour accents may also act as
secondary graphics but its use must be
balanced by need for colour coding for
certain situations. Refer to the Colours
section for more information; and
- The example shown here is the secondary
graphic used for the multi-lingual sign system
used in Singapore Visitors Centres.
Uses
- The examples shown here are only to be
used on Master Systems;
- Usually applied onto backgrounds of sign
panels as a faint watermark; and
- For colour accents as secondary
graphics, refer to the Colours section for
more information.
Minimum Requirements
- Use of secondary graphics is optional;
- Graphics must not compromise the legibility
and clarity of any message or information
when applied onto a sign system; and
Example of Secondary Graphic on Master
System Visitor Information Identity
- Cropped version of one of the peranakan
motifs used; and
- Colour of motif is 70% of the respective
coloured backgrounds it appears in.
- Design of a secondary graphic should
reflect the local flavour or an aspect of the
tourist venue you are trying to project. If
no such needs are required, or are already
adequately addressed by other means, the
secondary graphic should not be used.
3.3

System Colours
This section provides information on
the colours for the Master System
and how they are to be used.
Information on the minimum
requirements for colours used in
Custom System is also included.
4

Primary Master System Colours
PMS 201C
- English portion of identity
- Sign panel base colour;
and
- Graphic portion of
pictograms.
PMS 135C
- Base colour for ‘i’ icon;
and
- Base colour for
pictograms.
70% of PMS 201C
- Watermark graphic.
70% of PMS 135C
- Watermark graphic.
PMS 199C
- Secondary language
portion of identity; and
- Colour accent for Master
System.
White
- Text and characters; and
- Arrow colour.
General
- Primary colours for the Master System are
shown on this page.
Uses
- Used as another means of identifying a sign
system, in this case, the Master System;
- Provide visual consistency within a sign
system; and
- Improve message and information legibility
through correct use of complimentary colours
and contrast ratios.
Minimum Requirements
- There must not be any reassignment of
colours within the Master system.
Additional Note
- For watermark graphic, the general rule is
to use 70% of the base colour; and
- The printed colours in this document are
for reference only. All colour matchings must
be done in accordance to original Pantone
colour swatches or samples.
Master Sign System - Visitor Information Identity
Example - Directional message
4.1

Secondary Master System Colours
PMS 201C
PMS 151C
PMS 520C
PMS 383C
PMS 199C
PMS 123C
PMS 258C
PMS 382C
General
- Secondary colours for the Master System
are shown on this page.
Uses
- Used on header panels of brochure racks
or stands only; and
- As a rudimentary means of colour coding
for individual brochure subject matter.
Minimum Requirements
- There must not be any reassignment of
colours within the Master system.
Additional Notes
- Colours specified specific to category listing
only. No other usage has been specified;
- Additional brochure subject categories may
be added in future, but will be allocated one
of the existing secondary colours; and
- Additional colours required for specialised
pictograms, for examples, No Smoking or
First Aid, are not considered as part of the
Master System secondary system colours,
as the colours are based on international
conventions and specifications. Refer to
page 3.1 for visuals and further information;
and
- The printed colours in this document are
for reference only. All colour matchings must
be done in accordance to original Pantone
colour swatches or samples.
Subject categories for Brochures
Samples shown based on Layout A under
Brochure Header section
4.2

Custom System Colours
ABC
Good Contrast
Better legibility.
ABC
Poor Contrast
Legibility compromised,
especially from a distance.
General
- Colour requirements for the Custom
System are shown on this page.
Uses
- Used as another means of identifying a sign
system, in this case, the Custom System;
ABC
F
ABC
Restroom
Lifts
Carpark
Good Colour Combination
Offers enough contrast and
colours complement each
other.
Watermarked Graphic
Subtle watermarked graphic
is fine as message is still clear
and legible.
Colours for Colour Coding
Colour coding may be
introduced. Example shows
yellow being used for amenities
and white for services.
ABC
ABC F
ABC
Poor colour Combination
While contrast is there,
combination affects definition
of text, creating ‘fuzzy’ outlines
around each letter.
Bold Background Graphic
Interferes with text,
compromising legibility,
especially from a distance.
Too Many Colours
Introduction of colours without
any specific function is to be
avoided.
- Provide visual consistency within
a sign system; and
- Improve message and information legibility
through correct use of complimentary colours
and contrast ratios.
Minimum Requirements
- Provide sufficient contrast between
background and message;
- Colours used must not compromise
legibility of message;
- A flat background colour is preferred. If a
background pattern or graphic element is
desired, it should be a faint watermark that
does not interfere with the message;
- Avoid use of too many colours on a single
message panel, unless they are used for
colour coding; and
- See graphics on this page for general
visualisations of requirements.
4.3