10 / Colour
Institutional colours
CIE Blue establishes institutional trust; CIE Cyan signals action and navigation. Present each colour individually and at scale.
CIE BLUE#00338D
CIE CYAN#0097DC
CIE / DIGITAL BRAND GUIDE / V5.0
One identity.Make possibility happen.
The responsive HTML guide to the CIE logo, lock-ups, colour, typography, layout, imagery, stationery and digital applications.
The user-approved CIE-logo-master.ai is the sole geometric master for lock-ups (SHA-256: d8943baa…). The v5 PDF and web specimens are derived applications and cannot override it.
Download the PDF brand guide00 / Start
How to use this system
Define the use case, then select the approved logo, lock-up, colour and template. Formal output always begins with a master asset.
Brand system v5.0 / 2026
Clear. Open. Evidence-led.01 / Identity
Brand idea and claim
Reinventing Your Possibilities accompanies first or primary institutional appearances. It is a controlled lock-up, not a separate logo.
ReinventingYour Possibilities
CAMPAIGN SIGNATURE
The claim aligns to the optical centre of the letterforms. No rule is added.
02 / Logo
Formal master logo
The master combines the original cie logotype, three-line institutional name and baseline. This right-hand lock-up is the sole formal master.
- 40.5%
- Approx. mark share of total width
- 8.5%
- Mark-to-name gap / mark width
- 11%
- Baseline thickness / mark height
03 / Logo
Master logo variants
Primary Blue, Reverse White and Mono Black cover nearly every use. Never recolour or redraw them ad hoc.
04 / Logo
Proportion and optical alignment
The mark occupies approximately 40.5% of the full lock-up width. Descriptor and mark align optically, not by their bounding boxes.
40.5 / 100LETTERBODY ALIGNMENT59.5 / 100
05 / Logo
Clear space and minimum size
x equals the diameter of the i dot; keep at least 1x on all sides. Minimum master width is 220px digital or 48mm in print.
xxxx
At least 1x · Digital ≥ 220px · Print ≥ 48mm
220px / 48mmApproved180px / 42mmDo not use
06 / Lock-ups
Logotype + claim
Set the claim in Museo Sans 700 at 22.7pt / 23pt leading / tracking 0. Add no rule, and centre the complete lock-up optically rather than around the circular c.
ReinventingYour Possibilities
- 13.0% M
- Museo Sans 700 type size
- 13.0% M
- Leading / mark width
- 14.1% M
- Horizontal gap; bottom baseline
07 / Lock-ups
Extension-name lock-up
Names follow cie directly with no rule. Place names use Museo Sans 700 at 57.0% of mark width with a 10.8% gap; the name baseline meets the cie bottom. Institution families use the same bottom-led logic.
Institution family
UNIVERSITYDriving Innovation
- 15.8% M
- Institution name size
- 10.9% M
- Subtitle size
- 13.9% M
- Horizontal gap; bottom baseline
Place family
SHEN ZHENSINGAPORE- 57.0% M
- Museo Sans 700 name size
- 10.8% M
- Mark-to-name gap
- Baseline
- Name baseline meets the cie bottom
08 / Lock-ups
Vertical descriptor lock-up
The divider is 78.0% of mark height. Descriptor type is 11.0% of mark width with an 11.2% line advance; the divider and text block share the letterbody axis at 64.8% of mark height.
AICENTRE
- 78.0% H
- Divider height / mark height
- 11.0% M
- Descriptor size / mark width
- 64.8% H
- Letterbody optical axis
09 / Lock-ups
Co-branding
Give CIE and partners equal breathing room and a clear hierarchy. Never show a partner name or mark before confirmation.
TSINGHUA UNIVERSITYCAMPUS PARTNERS
- 9.6% M
- Mark-to-divider gap
- 8.3% M
- Divider-to-text gap
- 11.0 / 11.2% M
- Type size / line advance
11 / Colour
Pathway colours
Purple, Red, Teal and Green distinguish pathways and states. They are not decorative accents.
PURPLE#8F2B8B
RED#E70033
TEAL#0097A9
GREEN#63A70A
12 / Colour
Formal logo on colour
Cyan, Purple, Red, Teal and Green fields use the approved Reverse White formal master. Keep the logo large and place explanatory text in a white caption area.
13 / Colour
Colour-rule lock-ups
The five lock-ups change only the approved rule colour. Mark, dot placement, institutional name, proportion, spacing and optical alignment all come from the same Illustrator master and must never be rebuilt ad hoc.
14 / Colour
Tonal extensions
Use only 100%, 60%, 24% and 12% of each brand colour. Do not invent near-hues or weaken the master palette.
BLUE100602412
CYAN100602412
PURPLE100602412
RED100602412
TEAL100602412
GREEN100602412
15 / Colour
Contrast and accessibility
Use small white type only on backgrounds with sufficient contrast such as Blue, Purple and Red. Body text on Cyan, Teal and Green uses CIE Ink.
BackgroundWHITEINKBody text
BLUE11.301.61WHITE
CYAN3.255.61INK
PURPLE7.282.51WHITE
RED4.723.86WHITE*
TEAL3.505.21INK
GREEN2.976.13INK
* Small or light body type on Red still requires size- and WCAG-level review.
16 / Type
Typography and hierarchy
Museo Sans is the Latin brand typeface: 100 for editorial display, 500 for body text, 700 for navigation and lock-ups, and 900 for emphasis. Pair it with Noto Sans SC / Source Han Sans or PingFang for Chinese.
Aa 未来
Possibilities
- Museo Sans 100 / 500
- Editorial display / body
- Museo Sans 700 / 900
- Navigation, actions, lock-ups / emphasis
- Noto Sans SC
- Chinese text and UI; PingFang as system fallback
Webfont note: the site currently calls locally installed Museo Sans. A licensed WOFF2 webfont package is required for consistent delivery to every visitor. Strong negative tracking for Latin display type is not applied to Chinese headings.
17 / Layout
Grid and layout
A twelve-column grid, 7.5vw desktop margins, decisive scale contrast and generous space create the CIE editorial layout.
123456789101112
12 columns / 7.5vw margins / decisive scale / generous space
18 / Layout
Supergraphic
The supergraphic is a crop and enlargement of the approved mark. It is a background device, not a new logo, and its letterforms never change.
The crop may bleed; the letterforms never distort. It is not a second logo.
19 / Imagery
Photography direction
Show real people, making and moments of judgement. Avoid staged handshakes, empty tech effects and contextless device close-ups.
20 / Applications
Stationery
The A4 letterhead uses a 48mm formal master, 18mm top and left margins, a top-right contact block, a 146mm text measure and a dedicated signature zone. The default is a clean white sheet without decorative rules or a repeated footer. Supplied files are production candidates and require proofing before print.
CIE / SHENZHEN · CHINAhello@cie.comcie.comDear Partner,
RE: CIE PROGRAMME PARTNERSHIPSincerely,NAME SURNAMETitle / CIE- 48 mm
- Formal master width
- 18 mm
- Top and left margin
- 146 mm
- Main text measure
- 10.5 pt
- Body / 14.7 pt leading
NAME / ROLE
hello@cie.com
DOCUMENT FOLDER21 / Applications
Presentations and digital
Covers, chapters, data, cases and closing pages share an editorial grid. Digital experiences prioritise content, hierarchy and accessibility.
01
THECONTEXT
CHAPTER86%DATAMove ideasinto reality.
Explore the pathway ↗EXPLOREBUILDLAUNCHGROW
22 / Applications
Campaigns, space and merchandise
Posters, social graphics, wayfinding and merchandise establish information hierarchy first, then select one lead colour and image. The logo is never decoration.
DEMODAY
2026SHENZHEN / 19:00
How does a questionbecome evidence?
READ ↗PROTOTYPING
LEVEL 02Recognition at distance comes before decoration.23 / Governance
Assets, licensing and review
All formal output begins with a master. New lock-ups, partner marks, sub-brands, webfonts and production files require brand-owner review.
- 01Use approved masters; never retype cie.
- 02Check proportion, space, contrast and minimum size.
- 03Review new lock-ups, partnerships and webfont licensing first.