1. Basic Guide
1.1 Typeface (Optional)
(Optional for headlines/ statement, heading & sub heading)
ENGLISH TYPEFACE
HEADLINES /
STATEMENTS
HEADINGS
SUB HEADING /TEXT
BODY COPY
SMALL QUOTE
CHINESE TYPEFACE
HEADINGS –
BODY COPY –
1.3 Direction
VISUAL
– Single image preferred.
(artistic photography if possible)
– Clean and minimalist (not cluttered)
TYPEFACE
– Maximum 2 types of fonts.
COPYWRITING
– Tone & manner: simple and concise English
– Short sentences and straight to the point
– ≤ 20% of overall artwork