THE BRAND
pre-1969 1969 1999 2009
The Crest Colour Reproduction of USM Crest
The USM crest is reproduced using the colour breakdown
The crest of USM, featuring the crescent and the moon, the two as specified below. It is essential that reproducing the crest
tigers, the shield and the motto, reflects the Malaysian identity follows these specifications in order to maintain consistency
from which the university draws its inspiration and support. The in its appearance across all the various media.
role of the university as a national institution is reflected in the
other symbols in the crest.
1 2 3
The crescent symbolises the universality of Islam, the official Pantone 7404C Pantone 143C Pantone 144C
religion. The fourteen pointed star signifies the unity of the thirteen CMYK Values CMYK Values CMYK Values
states and the Malaysian government. 2% Cyan 0% Cyan 0% Cyan
9% Magenta 41% Magenta 58% Magenta
80% Yellow 100% Yellow 100% Yellow
The two tigers, the national symbols of Malaysia, embody the
1% Black 0% Black 0% Black
qualities of strength. The two golden palm fronds with golden
studs signify economic prosperity.
4 5 6
The shield, a universal reflection of protection , held by the tigers, Pantone 485C Pantone 7516C Pantone 362C
CMYK Values CMYK Values CMYK Values
is a traditional instrument of the indigenous people of Malaysia 0% Cyan 24% Cyan 79% Cyan
to symbolise the relevance and importance of traditional and 100% Magenta 76% Magenta 0% Magenta
indigenous knowledge and wisdom. Purple, signifying high rank, 97% Yellow 100% Yellow 100% Yellow
is the official colour of the university. 0% Black 15% Black 0% Black
The open book in the shield represents knowledge associated with 7 8 9
the university. The two keris, signifying the authority and power Pantone 2617C Black White
of royalty, are the traditional arms of the Malays. The hibiscus on CMYK Values CMYK Values
the shield is the national flower. 87% Cyan 50% Cyan
100% Magenta 50% Magenta
24% Yellow 0% Yellow
Overall, the crest is underpinned by the motto “KAMI MEMIMPIN” 12% Black 100% Black
(WE LEAD) that reflects the role of the university in the fields of
knowledge, teaching, research and community service.
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JOURNEY
The Logotype USM crest to signify the dynamic and active nature of USM as a
knowledge enterprise at both national and international levels.
The official USM logotype is designed in the form of a string of three
letters signifying the cohesiveness of USM as an organisation. The triangle in orange
The letter S is in white and is flanked by the letters U and M on The triangle in orange symbolises the stability of USM, which
either side in purple, the official colour of the University. has its basis in three core values - Unggul, Sejahtera, Mesra
(excellence, well-being and cordiality). The placing of the triangle
The use of the letter S in white symbolises the state of Sejahtera on the base of the letter S signifies the importance of these three
(well-being) prevailing within the campus as well as soundness core values in support of the USM motto ‘We Lead’.
of thought and the keenness of its citizenry.
The four vertical bars in orange
The letter S, also signifies the Sains (Sciences) and Sastera (Arts),
The four vertical bars in orange signify the four guiding principles of
in the form of a symmetrical S, symbolising a sense of balance
USM which function as the main pillars in the overall development
and harmony in the quest for knowledge.
of the university, namely:
The letter S with an opening at the top and the bottom represents
to enhance a rigorous intellectual culture with a worldview that
creates a “oneness” of knowledge through a transdisciplinary
our “out-of-the-box” trait, in line with the innovative and pioneering
approach
aspirations of USM as stated in our mission statement.
to serve societal needs without comprising its socio-cultural
integrity and sensitivities based on appropriate and relevant
The letter S, which is connected to the letters U and M, signifies
knowledge
the close ties between the university and the masyarakat (masses),
unified by knowledge and widely disseminated.
to demonstrate excellence in leadership premised on strong
principles, scholarly pursuits and wisdom of thoughts
to measure up to international norms and best practices while
The colour orange taking on a glocal outlook firmly rooted in basic values, both
The colour orange is taken from the colour of the tiger in the official the tangibles and intangibles, of the Malaysian traditions
The Brand Signature
The USM Brand Signature is the very heart of the USM brand
identity and as such must always appear in exactly the same
manner wherever it is seen.
2003 The Brand Signature is a combination of the crest, the logotype
and the descriptor. These are locked together as a single entity.
The Brand Signature can appear in two formats - horizontal and
vertical - to maximise its visual impact dependent on the space
available.
2009 - vertical version
Brand Signature in Full Colour - Four-Colour Reproduction
The Brand Signature should ideally be reproduced in a four-colour
version. It is preferable that the Brand Signature should appear
in colour on a white background wherever possible but, in some
instances, it may be necessary for other versions to be used.
2009 - horizontal version
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THE BRAND
The Ceremonial Seal - the new look
As the name suggests, the Ceremonial Seal is reserved to mark our special ceremonial occasions such
as awarding certificates and honourable recognition and acknowledgement to specialists in various
fields. Its usage is limited to a restricted range of official insignia, documents, papers and medallions.
The Seal comprises a special version of the USM crest within a circle with the words “Universiti Sains
Malaysia” written around it in a circular form - the only occasion on which this format is to be used.
The new ceremonial seal has been devised to reflect the updated USM brand image and this will be
used on all degree certificates.
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JOURNEY
th
The 40 anniversary symbol represents a bamboo shoot noted for its fast rate of growth into a
sustainable plant with a myriad of well-documented uses, including as food. It is segmented into four
portions to symbolise the 40 years of productive periods between 1969 and 2009.
The bamboo shoot is pliable in that it can be shaped before it becomes a bamboo plant, as traditionally
recognised in the Malay saying: Melentur buluh biarlah semasa rebungnya [To bend a bamboo, is best
done as a shoot]. The overall shape that resembles a stylised alphabet “A” is to signify the APEX status
of Universiti Sains Malaysia, which was announced on the eve of the 40th anniversary. The continuous
zig-zagging white line from the base to the apex signifies the on going journey towards excellence.
Source: USM (2009). Upacara Konvokesyen ke-40, page 193
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