Office of Corporate Affairs is also known as Hal Ehwal ... · covering corporate attire, email...

Office of Corporate Affairs is also known as Hal Ehwal Korporat (HEK) 3

*** Office of Corporate Affairs is also known as Hal Ehwal Korporat (HEK)

UTM CORPORATE PLAYBOOK First edition (April 2018) © UNIVERSITI TEKNOLOGI MALAYSIA

Written, produced and published byOffice of Corporate Affairs

eISBN no: 978-967-15678-1-4

The curation team:Masputeriah Hamzah, Zaleha Abdullah, Nor Azman Ismail, Abdullah Mohd. Nawi, Hadina Habil,Siti Salamah Mohd Shihab, Norizan Salleh, Sabri Ahmad, Mohd. Faizal Abdul Jalal, ZalawatiSufian, Nor Idiana Hamidi, Azlina Siron, Mohd. Sharul Hafiz Razak, Norfarhawa Khairi, Su ZalphaMohamed & all HEK team

Copywriter: Doria Abdullah

Design and publication: Creative Media Team, HEK

Office of Corporate Affairs (HEK)Bangunan Canseleri Sultan Ibrahim (BCSI)Universiti Teknologi Malaysia81310 Johor Baharu, Johor

Tel : +607 5530308, +607 5530375Email : [email protected]

IntroductionWhat is a Brand?

A brand is a distinguishing name, a symbol, a term, a designor a combination of two or more elements that is intendedto identify a product or service provider and to differentiatethe provider from those offered by other competitors.

A brand allows a customer to describe and express his/ herrelationship with a product or service provider. It lets thecustomer connect with a product or service at anemotional level, enabling him/ her to associate him/ herselfwith the product or service used. A brand also reflects thecustomer’s view on what he/ she wants to be, what he/ shestands for and what he/ she aspires to achieve.

What is the Difference between Branding and Marketing?

Branding is the act of creating positive, attractive andmemorable identity for a product or service provider.Branding helps the provider in developing competitiveadvantage in an increasingly competitive market.

Through branding, a product or service provider is given aname, a unique logo, distinctive characteristics and corevalues. A customer would then be able to identify with theprovider and understand the commitment that the providerhas made with regard to a particular product or service.

Marketing is the act of promoting a product or service, withthe ultimate objective of increasing sales volume of aproduct or subscription towards a service.

Through marketing, a product or service provider positionsits products or services through attractive packaging andadvertisements, competitive pricing or appointingambassadors to represent the provider. A customer wouldthen be attracted to the product or service, consequentlybuying or subscribing to the products or services on offer.

In other words, branding builds customer engagement,while marketing builds sales and revenue. Thedevelopment of a brand predates marketing and is aprerequisite before a product or service can be positionedin the marketplace.

Branding in Higher Education

Brand management has rapidly becoming an imperative inhigher education. A higher education institution creates abrand that projects its commitment to access and equity inhigher education, as well as its capability in offering qualityhigher education opportunities to the masses. Internally,the institution also needs an image that would resonatedeeply with its students, staff and other stakeholders.

5

Branding is an important strategy in strengthening visibilityof a higher education institution. This is because a goodhigher education brand will impact student recruitment,resource allocation, international collaboration and positiveimpression by the community towards a higher educationinstitution.

For higher education institutions that wish to establishoffshore through franchise or distance education abroad,branding cultivates trust and acceptance of their foreigncounterparts towards their academic programmes andresearch expertise.

Managing the UTM Brand

UTM has a diverse community of students and staff whorepresent the best of the UTM brand, both within thecountry and abroad. As such, managing the UTM brandbecomes everyone’s responsibility, irrespective of roles andoffices/ faculties represented.

As part of UTM, it is important for the students and staff toportray the essence of a UTM brand accurately to itsstakeholders. The consistency of messages shared wouldenable stakeholders to have a common understanding onwhat UTM is and what it stands for as a higher educationinstitution.

The UTM brand is represented through different forms,such as the UTM logo, publication materials as well asonline and offline presence, among others.

There are specific conventions for every representation ofthe UTM brand. These conventions clarify how the UTMbrand should be presented physically (e.g. size of UTMlogo), conceptually (e.g. the university anthem) and visually(e.g. placement of UTM tagline in banner).

About the UTM Corporate Playbook

The UTM Corporate Playbook is a publication that attemptsto articulate the UTM brand in a clear and easily accessiblemanner for the UTM community. Through the playbook,the university aspires to inform, educate and empower theUTM community to take charge of the UTM brand,consequently undertake appropriate measures to protectand uphold the UTM brand in their day-to-day activities.

In this playbook, we:• outline what a UTM brand is and elements that

constitute the UTM brand• describe the conventions applicable for every UTM

brand element • present standard operating procedures, guidelines and

checklists in branding through the identified brand elements

6

The UTM Corporate Playbook is a production long overdue,curated and published by the Office of Corporate Affairs(Hal Ehwal Korporat or abbreviated HEK). It is driven by anurgent need to share current practices and lessons learntwith the whole UTM community. It is also a form ofknowledge management, where the tacit knowledge andexperiences obtained by the HEK staff are systematicallyorganised and documented for future references as well asinternal capacity building initiatives.

Structure of Publication

The UTM Corporate Playbook is divided into six sections.

The first section, The Basics defines the core brandelements of UTM, covering the philosophy, vision, mission,core values, the UTM DNA, the UTM logo, the officialanthem and the official colours.

The second section, UTM Brand Management describespolicies, guidelines and key stakeholder responsible inmanaging the UTM brand.

The third section, Detailing the Conventions outlines :

• The role of the individual in managing the UTM brand,covering corporate attire, email signature, business cardand personal websites.

• The role of the unit/ department/ faculty in managing theUTM brand, covering letterheads, faculty website andplacement of corporate portraits.

• Specific branding campaigns organised by HEK

The fourth section, The Media presents the scope of workin media and corporate communications management,covering print media and strategies in digitalcommunication.

The fifth section, The Events presents processes andprocedures in event management and checklists inmanaging events.

The sixth and final section, The Publications illustratesprocesses and procedures in preparing printed materials fordissemination at the university level and checklists inpublication development.

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Table of ContentsSection Content Page

number

Introduction 4-6

Section Content Pagenumber

1-1 The UTM identity• What is an identity?• The UTM identity• The UTM motto

10-12

1-2 The UTM logo• How the logo came about• Components of the UTM logo• Specifications

13-23

1-3 The UTM official anthem• The lyrics• Playing the official anthem in events

24-25

1-4 The UTM colours• How maroon became UTM’s

corporate colour• Specifications

26

1-5 The UTM tagline• Operational definition• Specifications

27

Section 1: The Basics

Section 2: UTM Brand Management


2-1 Managing the UTM brand• The key office responsible• The Scope covered• The UTM Branding Policy• The UTM Branding Guidelines

30-33

Section 3: Detailing the Conventions


3-1 Responsibility of the individual• Corporate attire• Email signature• Business card• Personal website

36-47

3-2 Responsibility of the unit/department/ faculty• Faculty websites• Letterheads• Placing portraits of federal- and state-

level leaders in public locations• Displaying UTM posters in office space

48-57

3-3 Branding campaigns in UTM• Introduction• Guidelines to conduct branding

campaigns in UTM• “I am UTM” branding campaign• “UTM My Home” branding campaign

58-62

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4-1 Print media• Operational definitions• Dealing with the media• Preparing press statements• Organising press conferences• Publishing on UTM Newshub

64-68

4-2 Digital media• The official online channels• UTM Social Media Policy

69-70

Section 4: The Media


5-1 Event management• Introduction• Understanding your event profile• Event management at UTM JB and KL• Organising your event: a process flow• Before the event: the details• Additional information on guest lists• Hanging flags during special events• During the event: the details• After the event: the details• Delegation visits• Notifying UTM Security Division

72-85

Section 5: The Events

Section 6: The Publications


6-1 Guidelines• Introduction• Guidelines for publication

88

6-2 The look and feel• Bunting and poster for events organised by

UTM• Bunting and poster for events co-organised

by UTM and external organisations• Posters for events organised by UTM• Book cover for annual report• Specifications and placements

89-95

6-3 The complete event package• The stage backdrop• Banner and bunting• Event placard• E-banner/ E-backdrop

96-99

6-4 Designing your publication: a process flow 100-101

6-5 Approval to display promotional materials 102-103


Conclusion 106

Appendices 108-144

Acknowledgement 145

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SECTION 1: THE BASICS

This section covers the following:

1-1: The UTM identity1-2: The UTM logo1-3: The UTM official anthem1-4: The UTM colours1-5: The UTM tagline

The objective of this section is as follows:

• To introduce the fundamental elements of UTM brand• To inform the specifications applicable for each UTM

brand element identified under this section

At the end of this section, readers should be able to:

Identify philosophy, vision, mission and core values of UTM

Understand the meaning behind UTM logo and UTM colours and how they should be used in branding

Get to know the UTM official anthem and the UTM tagline

1-1: The UTM Identity

What is an Identity?

Identity is a collective phenomenon that evolves over time.It is a set of shared values, developed through interaction inits routines, work and functions. It gives an organisationcharacter, and enables the organisation to distinguish itselffrom another organisation by explaining what is central,distinctive and accepted at the organisation.

The UTM Identity

The UTM identity comprises four elements: philosophy,vision, mission and values. These four elements haveendured the test of time and leadership changes andgrounds UTM to what it should do and contribute to thecountry.

UTM has introduced four core values comprising integrity,synergy, excellence and sustainability. UTM has alsointroduced a set of nine attributes called the UTMInstitutional DNA. The four core values represent what UTMstands for as an organisation while the nine attributes underthe UTM Institutional DNA describe the desired conduct,mindset and beliefs of UTM students and staff.

The following outlines the philosophy, vision, mission and values of UTM (updated on 1 January 2018).

PHILOSOPHY

The divine law of Allah is the foundation of knowledge. Inline with His Will, UTM strives with total commitment toattain excellence in science, technology and engineering forthe well-being and prosperity of mankind.

Bahasa Malaysia translation: Hukum Allah adalah dasar kepadailmu. Sejajar dengan kehendak-Nya, UTM komited secaramenyeluruh dan bersepadu demi mencapai kecemerlangandalam sains, teknologi dan kejuruteraan untuk kemakmuran dankesejahteraan sejagat.

VISION

To be a premier global academic and research institution, excelling in science, technology and engineering.

Bahasa Malaysia translation: Menjadi sebuah institusi akademikdan penyelidikan utama dunia, cemerlang dalam bidang sains, teknologi dan kejuruteraan.

Definition of identity cited from: Wæraas, A. and Solbakk, M. N. (2009). Definingthe essence of a university: Lessons from higher education branding. Highereducation, 57(4), 449.

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MISSION

To lead in the development of holistic talents andinnovative technologies for universal well-being andprosperity.

Bahasa Malaysia translation: Menjadi peneraju dalampembangunan bakat holistik dan teknologi berinovasi untukkemakmuran dan kesejahteraan sejagat.

VALUES

INTEGRITY calls for adherence to sound moral values andstrong ethical principles. This noble virtue must beinternalised in our heart and soul and manifested in ourloyalty, character, conduct, deeds and action withwisdom and trustworthiness.

Bahasa Malaysia translation: Integriti memerlukan pematuhankepada nilai-nilai moral dan prinsip etika yang kukuh. Sifatterpuji ini mesti dihayati dalam hati dan jiwa dandimanifestasikan melalui kesetiaan, peribadi, tingkah laku,perbuatan dan tindakan secara hikmah dan amanah.

SYNERGY instills team spirit, togetherness, inclusivity, collegiality,respect, humility, cooperation and collaboration. It also breedsselflessness, resulting from care and concern for others aboveself while embracing diversity and appreciating differences.

Bahasa Malaysia translation: Sinergi menanamkan semangatberpasukan, kebersamaan, keterangkuman, keserakanan,kepercayaan, hormat-menghormati, keluhuran budi dankerjasama. Ia juga menyuburkan sifat tidak mementingkan dirisendiri, timbul dari rasa keprihatinan terhadap orang lainmengatasi kepentingan sendiri, di samping menghargaikepelbagaian dan perbezaan.

EXCELLENCE towards high performance and delivery willresult in outstanding and remarkable achievement in allaspects of learning and teaching, research, innovation,commercialization and provision of services.

Bahasa Malaysia translation: Kecemerlangan merujukpencapaian dan penyampaian tinggi yang akan menghasilkankejayaan gemilang dalam semua aspek merangkumipembelajaran dan pengajaran, penyelidikan, inovasi,pengkomersialan dan penyediaan perkhidmatan.

13

Story behind UTM motto cited from: Fatini Yaacob. (2011). Ainuddin Pejuang‘Degil’ Melayu. Skudai: Penerbit UTM Press, pp.194-195.

SUSTAINABILITY is reflected in the holistic drive by the campuscommunity in integrating and balancing economic, social andenvironmental spheres to meet the current needs withoutcompromising the ability to exist and survive continuously.

Bahasa Malaysia translation: Kelestarian terhasil melaluipemacuan secara holistik oleh komuniti kampus dalammengintegrasi dan mengimbangi bidang ekonomi, sosial danalam sekitar untuk memenuhi keperluan semasa tanpamenjejaskan keupayaan sedia ada dan berkekalan.

The UTM Motto

The UTM motto is Kerana Tuhan Untuk Manusia (Englishtranslation: In the name of God for Mankind).

The story behind UTM’s motto is one of national pride andreligious servitude. At the start of its establishment in 1975,UTM aspires to be a higher education institution thatupholds and reflects core Islamic values, consequentlysupporting a newly-formed Malaysia in building the capacityof its people, particularly the Malay community in the areasof science, engineering and technology.

The first UTM Vice Chancellor, the late Tan Sri AinuddinWahid, believed that the UTM motto must reflect itsaspirations for the country and its people.

Therefore, UTM motto consequently reminds the UTMcommunity on the clear link between a man’s roletowards his Creator. He conducted interviews withstudents and staff in order to establish a baselineunderstanding on the UTM brand within its community.

Tan Sri Ainuddin then proposed Untuk Tuhan dan Manusiaas the first UTM motto. He sent the motto to variousMufti (Muslim legal experts) in order to get their feedbackand endorsement. This motto was heavily criticised as itattempted to equate the role of man and his Creator.However, after rounds of consultation, the motto wasfinally endorsed for use.

The motto was later changed to its present form to betterreflect the raison d’etre (reason for existence) of UTM.

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1-2: The UTM Logo

How the original UTM logo came about

In September 1975, the UTM management organised a logodesign competition in order to seek the best logo for thenew university.

A total of 214 entries were received by UTM management.Out of the total entries received, only four entries made thefinal cut.

The winning logo comprise a crescent, with three linesrepresenting three major race groups in Malaysia. As part ofthe logo selection committee, the late Tan Sri AinuddinWahid did not agree with this design. He argued thatMalaysia has more than three race groups and it would beunfair to only highlight three race groups in the logo.

Prof. Emeritus Dato’ Ar. Parid Wardi Sudin led the team tomodify the winning logo. The lines were changed to theshape of an open book, which symbolises an open HolyQuran, a source of knowledge in Islam.

Components of the original UTM logo

1

2

3

4

5

1 The UTM motto

2 The open book in gold, symbolises the Holy Quran, the source of knowledge

3 The round-bottomed flask, a symbol of science which forms the basis of technology

4 The crescent, the symbol of Islam

5 The golden circle, symbolises the magnificent universe entrusted upon mankind

Story behind UTM motto cited from: Fatini Yaacob. (2011). Ainuddin

Pejuang ‘Degil’ Melayu. Skudai: Penerbit UTM Press, pp.195-198.

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Specification 1: Logo for general purposes

The UTM logo today is a combination of three parts: the rounded logo featured in the previous page, the UTM mark (threecapital letters of U, T and M) and the UTM logotype (represented by the full name UNIVERSITI TEKNOLOGI MALAYSIA,in capital letters). The three parts should not be used independently of one another.

2

3 cm

3 cm

2.5 cm

5.6 cm84 point, Baskerville Bold typeface

1

3

5.6 cm12 point, Inai Mathi Bold (condensed 80%)

4

1 The UTM emblem should have a height of 3 cm and width of 3 cm

2 The gap between the UTM emblem and the UTM mark should be 0.3 cm

3 The length of the UTM mark is 5.6 cm. Capital letters of U, T and M should be set in 84 point on Baskerville Bold typeface

4 The length of the UTM logotype is 5.6 cm. The full name UNIVERSITI TEKNOLOGI MALAYSIA should be set in 12 point on Inai Mathi Bold (condensed 80%) typeface

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Specification 2: Logo paired with name of UTM unit/ department/ faculty/ student organisation

In the event that the UTM logo is used alongside the name of a UTM unit/ department/ faculty/ student organisation, the minimum length of the logo should be 4.5 cm. This would ensure that the logo and the accompanying name of unit/ department/ faculty/ student organisation, is visible. If the logo is enlarged, the expansion should be scaled appropriately.

5

7

6

8

1 follows specifications featured in the previous pageto 4

5 There should be a 2.5 cm line in between the UTM mark and faculty/ division name

6 There should be a 0.3 cm gap between the UTM mark and the 2.5 cm line

7 The faculty/division name should be set in 12 point on Garamond Bold (condensed 80%) typeface

8 The minimum length of the UTM logo, including the faculty/ division name should be 4.5 cm

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Specification 3: Pairing the UTM logo with logo of UTM unit/ department/ faculty/ student organisation

If a UTM logo is used together with a logo of a UTM unit/ department/ faculty/ student organisation in UTM,the following specifications are used.

1

2

3

4

1The background of the square box is maroon (colour combination: RGB C92 G0 B31; or CMYK C29 M100 Y53 K35)

2 The UTM logo should be white in colour

3The UTM mark, together with the UTM logotype should be white in colour

4 The specification for this logo is as follows

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If a UTM logo is used together with a logo of unit/ department/ faculty/ student organisation in UTM, the placementof UTM logo depends on the layout in which the the two logos are presented.

1 2Example 1: Horizontal combination

1 The UTM logo is located at the left and the UTM unit/ department/ faculty/ student organisation logo is placed at the right

2 The gap between the UTM logo and the UTM unit/ department/ faculty/ student organisation logo should be 0.1 cm

Example 2: Vertical combination

3The UTM logo is located at the top, and the UTM unit/ department/ faculty/ student organisation logo is placed at the bottom

4The gap between the UTM logo and the UTM unit/ department/ faculty/ student organisation logo should be 0.1 cm

43

19

Specification 4: UTM logo on Facebook page of unit/department/faculty/student organisation

Units/ departments/ faculties/ student organisations are highly encouraged to maintain a Facebook page of their ownso as to increase their visibility and communication with the public.A Facebook page typically has the following layout, each with its own specifications.

2

3

41

At the profile photo section, a UTM unit/ department/ faculty/ student organisation should feature its logo here. If it does not have its own logo, it should use the UTM logo (as described in Specification #1), along with the name of the unit/ department/ faculty/ student organisation

1

With own logo: use the logo as profile photo

Without own logo: place name of office at the bottom of UTM logo

5

6

20

The size of the cover page is 828 x 315 pixels. 2

The size of the bend box display is 134 x 315 pixels. The UTM unit/ department/ faculty/ student organisation can use solid colour at this section with the following RGB colour value: R 255 G 204 B 153. It can also adjust opacity of the bend box display to 80%.

3

The mobile safe area refers to the area where a cover image is within an individual’s view when he/ she accesses the Facebook page through a mobile device (e.g. smartphones). The image seen on the desktop version of Facebook is “chopped” or automatically cropped to fit the screen of the mobile device

4

Design of bend box display for UTM unit/ department/ faculty/ student organisation without its own logoare as follows:

5

21

Design of bend box display for UTM unit/ department/ faculty/ student organisation with its own logo are as follows:6

22

Specification 5: UTM logo together with logo of external collaborators

If a UTM logo is featured together with a list of logos of external collaborators, the following conventions apply:

1 23

1 The UTM logo should be placed on the left

2 The logo from external collaborator should be placed on the right.

Example 1: UTM is the host of the event

3 The gap between two logos should be 1.0 cm

Example 2: UTM hosts the event in collaboration with a ministry

4 5

6

4 The ministry logo should be placed on the left

5 The UTM logo should be placed on the right

6 The gap between two logos should be 1.0 cm

The UTM unit/ division/ faculty/ student organisation is strongly advised to consult the Office of Corporate Affairs (HEK) for the use of logo in joint events with external collaborators.

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Specification 6: Exclusive Zone

An exclusive zone refers to the white space between placements illustrated in the following specifications and otherimages or visuals on the promotional/ communication material. The exclusive zone is used to ensure that the UTM logois visible and featured prominently on the materials concerned.

Gap between logo

Exclusive zone

Exclusive zone

Exclusive zone

Exclusive zone

Gap between logo

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Specification 7: UTM logo in coloured background

As illustrated in the previous pages, the standard UTM logo uses a colour combination of maroon and gold. This logoworks best on a white background. However, the colour of the UTM logo can also be customised based on the type ofbackground to be used.

Three samples of UTM logo pairing with background of different colours are as follows:

COMBINATION 1: UTM logo in maroon-gold colour combination against a moccasin (sand colour) background.

COMBINATION 2: UTM logo in white against a black background.

COMBINATION 3: UTM logo in white against a backgroundwith sufficiently contrasting colour.

This combination is also applicable in instances where thebackground used is a visual with sufficiently contrasting colour(e.g. white UTM logo on a photograph of green leaves)

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The lyricsKEUNGGULAN TERBILANG/ DISTINCT EMINENCE

Composed by: Hamzah IbrahimLyrics: Tamjis KastiranTranslation: Masputeriah Hamzah, Abdullah Mohd Nawi

(Bahasa Malaysia lyric is presented first, followed by English translation)

Bersama kita menjulangTogether we uphold

Keunggulan terbilangDistinct eminence

Ke mercu jaya kita usahaTo the peak of success with concerted effort

UTM puncak letaknyaUTM is at the pinnacle

Martabat keilmuanKnowledge at its prestige

Cendekiawan berimanScholars with great faith

1-3: The UTM Official Anthem

Cekal bersama takwaWith determination and total submission

Menara cita-citaTowards a towering ambition

Kami anak kandungWe are the children

UTM rimbun bernaungUnder the sheltered patronage of UTM

Usaha kami bukti cintamuOur effort is proof of our love

Dikau persada ilmuUTM is at the frontier of knowledge

Keazaman, perjuanganDetermination, noble struggle

Takwa dan imanTotal submission and faith

Ke arah kecemerlanganTowards excellence

… continue next page

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Pengajaran dan penyelidikanTeaching and research

Penulisan PerundinganPublication and consultancy

Perkhidmatan kepada watanService to the community

Di sini kami berdiriHere we stand

Setia pada janjiTrue to our promise

Bermaruah berbudi bahasaWith dignity and grace

UTM, Sanjungan BangsaUTM, the pride of the nation

UTM, Sanjungan BangsaUTM, the pride of the nation

Playing the UTM official anthem in events

The official anthem for UTM should be played in eventswhere a majority of its attendees are from UTM.

It is common practice that the anthem is played at the endof the event. A video clip of Keunggulan Terbilang isprojected and the audience is guided through the song viathe lyrics in the video clip. The translated lyrics ofKeunggulan Terbilang is also featured for the benefit ofinternational guests attending the event.

In events involving three anthems, that is:• The national anthem Negaraku• The UTM official anthem• The Johor state anthem Bangsa Johor

The order of the anthems are as follows: Bangsa Johor,Negaraku and Keunggulan Terbilang.

This order is only applicable for events organised by UTMin the state of Johor, involving distinguished guests fromthe Johor Royal family or from the Johor state government.

27

1-4: The UTM Colours

How maroon became UTM’s corporate colour

The colour maroon (RGB C92 G0 B31 or CMYK C29 M100Y53 K35) was selected as UTM’s corporate colour by thelate Tan Sri Ainuddin Wahid, the first UTM Vice-Chancellor.

The inspiration behind this colour came from thepulasan tree (scientific name: Nephelium mutabileBlume from the family Sapindaceae), a tropical fruitclosely resembling the rambutan. The word pulasanrefers to the act of twisting the fruit with both hands(pulas). According to a 1927 publication entitled WaySite Trees, the Pulasan tree was a native species onlyavailable in the Malay peninsular, particularly in Perak.

Tan Sri Ainuddin believed that the colour of the Pulasanis appropriate to represent the Malay community, as oneof the indigenous communities residing in the Malaypeninsular. The colour is thus selected to furthercomplement the philosophy, vision and mission of UTM.

Over the years, two more colours were added to the listof UTM’s corporate colours : gold and sand.

Story behind UTM motto cited from: Fatini Yaacob. (2011). AinuddinPejuang ‘Degil’ Melayu. Skudai: Penerbit UTM Press, pp.198-199.

Specifications

28

1-5: The UTM Tagline

Operational Definition

The UTM tagline is a combination of three words:innovative, entrepreneurial and global. This tagline waslaunched in conjunction with the Global UTM 2012-2020 strategic plan.

The rationale behind this new tagline reflects UTM’svision in going global. In order to remain relevant andcompetitive in an increasingly challenging globaleducation landscape, UTM has to focus on initiativesthat stimulate knowledge generation and applicationwithin and outside the university. The impact of UTM’score work must be value-driven and contribute to socio-economic development of communities. Additionally,UTM has to forge strong collaboration and strategicalliances with foreign counterparts with mutual interest,becoming more impactful and significant at the globalstage.

The three words clearly articulate UTM’s aspiration:

Innovative. Addressing transformational changes ininnovative ways to remain relevant and competitive inan increasingly challenging global environment.

Entrepreneurial. Mindset change and strategicengagements in differentiated and meaningful waystowards value driven and high impact new academia.

Global. Acknowledging the inevitable force ofglobalisation and the need to strategically align andengage with global partners for mutual benefit towardsachieving greater heights.

Specifications

(Bahasa Malaysia

version)

(English version)

1 The typeface used is Calibri

2 The interpunct (the dot in the middle) should be positioned in between the two words

3 The size of the interpunct should be three points higher than the font size used for the three words

4 It is recommended that the UTM tagline is featured in black font colour across all official correspondence

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Understand the roles and responsibilities of HEK in UTM brand management

SECTION 2:UTM BRAND MANAGEMENT


2-1: Managing the UTM brand


• To introduce the Office of Corporate Affairs (HEK) as the main custodian of the UTM brand

• To introduce the UTM Branding Policy and the UTM Branding Guidelines as the main references for UTM brand management Understand the components

covered under the UTM Branding Policy and UTM Branding Guidelines and use the documents to guide their daily interactions with the UTM brand

2-1: Managing the UTM Brand

The key office responsible: Office of Corporate Affairs

The Office of Corporate Affairs (Bahasa Malaysiaacronym: HEK or Hal Ehwal Korporat) is one of thedivisions in the university tasked to support the UTMmanagement in strategic corporate communication,public relations as well as media relations.

HEK has offices in both the UTM Johor Bahru and KualaLumpur campuses and reports directly to the UTM ViceChancellor. It is headed by a Director and two DeputyDirectors, one in charge of digital media, while the otheris tasked to manage corporate communications andbranding. Each office is supported by one DeputyRegistrar.

The following outlines HEK’s main functions:• Promote and manage the UTM brand to internal and

external communities• Act as liaison for organisational partnerships with

external stakeholders• Coordinate and oversee university-level events• Oversee UTM media management, covering print

media, social media and digital communication• Produce corporate publications for internal and

external communities

Scope covered

The scope covered by HEK in UTM brand management are as follows:

Aspect Scope breakdown

Web and mobile app development

• Web strategy• Web CMS and template• Web optimisation• Web server• Web app development• Cloud computing

Social media and digital communication

• Web content and structure• Web analysis• Web marketing• Social media management• Web user interface• Digital bulletin board• Social media app

Creative media • Photography• Videography• Graphic design• Multimedia library• Visual identity

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Aspect Scope breakdown

Corporate publications • Promotional materials• Corporate marketing• Corporate data management• Corporate Office KAI/ BSC

Public relations • Press and government relations• Risk and crisis management• Corporate email• UTM News• Public liaison

Corporate management and events • Human capital and office administration• Corporate system development• Corporate events• Corporate updates• Customer relationship management (CRM)

Financial management • Financial management• Asset and inventory• Office administration• Quality

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The UTM Branding Policy

The UTM Branding Policy was introduced in March 2017with the objective of establishing and promoting the correctand consistent use of the university brand.

“Brand”, in this respect, refers to:• The UTM logo• The UTM brand mark, referring to the UTM logo, logo

elements, devices, emblems, images, colours or typefaces that indicate or imply UTM ownership or interest

• Subsidiary brands and logos that are introduced by the university, such as the ‘I am UTM’ brand

• The use of UTM logo in communications, promotional activities and advertising

• The use of UTM logo together with other logos of external partners

The policy also outlined the roles and responsibilities of theUTM Vice Chancellor, the HEK and deans, faculty executivedirectors, school executive directors and the division headsin managing the UTM brand.

A full copy of the UTM Branding Policy is included inAppendix 1 at the end of this publication.

The gist of the UTM Branding Policy is as follows:

1. All staff, students and external parties must use the UTM brand following specifications outlined by the HEK

2. The key brand messages must be reflected in all communications, promotional activities and advertising

3. Staff, students and external parties must obtain the approval of the HEK before using any UTM brand mark

4. External parties may refer to the HEK

5. to obtain the UTM brand mark for use and consult the HEK on the correct usage of the UTM brand mark

6. The UTM brand mark can be used in co-branding initiatives, subject to approval by the HEK

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The UTM Branding Guidelines

The UTM Branding Policy is complemented by the UTMBranding Guidelines. It outlines additional segmentsthat the university is working on with regard to UTMbrand management.

The UTM Branding Guidelines operationalise theadditional segments by providing a general descriptionon each segment and what members of the UTMcommunity can do to implement them.

A full copy of the UTM Branding Guidelines is includedin Appendix 2 at the end of this publication.

The gist of the UTM Branding Guidelines is as follows:

1. Each UTM staff and student is a living embodiment of the UTM brand. The “I AM UTM” brand enables each member of the UTM community to share how they relate to the brand - through their activities, achievements and the spirit of collegiality - with people outside of UTM

2. HEK holds the administrative authority in endorsing trademark licensing and co-branding

3. UTM has a decentralised policy with regard to photographs and videos, where these multimedia content is managed by individual faculties/ schools/ divisions

35

36

SECTION 3:DETAILING THE CONVENTIONS


3-1: Responsibility of the individual• Corporate attire• Email signature• Business card• Personal websites

3-2: Responsibility of the unit/ department/ faculty• Faculty websites• Letterhead • Portrait placement in public locations

3-3: Branding campaigns in UTM• “I am UTM”• “UTM My Home”


• To provide detailed conventions applicable for UTM brand management


Apply the conventions accurately in their day-to-day operations

Advise and guide others in accurate representation of the UTM brand

3-1: Responsibility of the Individual

Corporate Attire

UTM corporate attire was introduced after the UTMrebranding exercise in 2009, when the new logo (asshown in Specification 1 in Section 1) was introduceduniversity-wide.

The design of the corporate attire facilitates UTM staff inportraying the UTM brand during work as well as duringmajor university events. It also promotes a sense ofuniformity among different levels of administration.

By definition, a UTM corporate attire refers to a speciallydesigned clothing affixed with UTM logo. It is wornduring:• UTM monthly assemblies• Formal events of the university, where the dress code

chosen is the UTM corporate attire

The procurement of the UTM corporate attire is theresponsibility of the staff/faculty/division/school.

UTM corporate attire can be obtained from any supplierprovided that the design and color approval has beengranted by the Office of Corporate Affairs. This is toensure that designs and colors are set to remainunchanged from the original.

The use of the UTM logo on any corporate attire other than the official UTM corporate attire of the university is subject to the Trade Marks Act. Any staff/Faculty/Division/School interested in using the UTM logo needs to obtain the approval from the Office of Corporate Affairs beforehand and will be liable for the use of the logo at a rate set by the university.

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Corporate Attire

The University through the Office of Corporate Affairsreserves the right to: -

• Determine the use of UTM corporate clothingguidelines.

• Review, evaluate and acknowledge any changes toUTM corporate clothing guidelines for University'sapproval.

• Monitor the implementation of UTM corporateclothing.

For male UTM staff, the UTM corporate attire is wornwith black trousers. The shirt should be maroon incolour (as shown in Specification: UTM Corporate Attirefor Male Staff).

For female UTM staff, the UTM corporate attire is wornwith a black A-line skirt (ankle length). The shirt shouldbe maroon in colour (as shown in Specification: UTMCorporate Attire for Female Staff). A plain sand colourscarf is to be worn for the females donning the headscarf.

The fabric used for UTM corporate attire is similar forboth male and female UTM staff, consisting of mediumweight cotton-polyester mixture gabardine.

The next seven pages feature specifications of UTMcorporate attire for both male and female UTM staff.

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Saddle yoke with

maroon piping at

the back yoke of

the shirt

Saddle yoke with sand color piping at the front and back york of the shirt

Shirt collar with sand color inner collar stand

Short sleeves with sand color piping

Embroidered UTM logo at the top of pocket

Embroidered name of wearer on the right

front of the shirt

The width of the strap is 3.5 cm

Opening of 8 cm

Patch-pocket with sand color piping

Strap front with maroon buttons. Sand color piping at the outer edge of the strap

Saddle yoke with sand color piping at the back

york of the shirt

Embroidered name of UTM at the back yoke

with sand color piping

WAHID

New Representation : UTM Corporate Attire for Male Staff

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SLEEVES

STRAP FRONT OPENING

SADDLE YOKE

The seam armhole is top-stitched

The width of the maroon piping is 3 mm and is inserted at the hem of the sleeves

The width of the hem is 3.5 cm and finished with top-stiching

The length of sleeve is slightly above the elbow level (so that the sleeve will not crease when the elbow is bent)

The size of sand color piping is 3 mm

The size of sand color piping is 3 mm

The width of the saddle at the center back of the shirt is 10 cm

The words “Universiti Teknologi Malaysia” and www.utm.my are embroidered (sand in color) at the center of the back yoke and 1.5

cm from the edge of the piping. The length of the words is 15 cm

Universiti Teknologi Malaysiawww.utm.my

15 cm

The sand color piping is inserted at the outer

edgeof the strap

The size of the piping is 3 mm

The width of strap is 3.5 cm

The buttons are maroon color

The buttons are sewn on the right side of the shirt and the buttonholes on the left side of the shirt

The diameter of the button is 1 cm

Shirt is with a collar stand andthe inner collar stand is sand color

The button and buttonhole is sewn at both ends of the collar stand

SHIRT COLLAR

WAHID

WAHID

WAHID

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http://www.utm.my/

UTM LOGO, NAME OF THE UNIVERSITY AND NAME OF WEARER


15 cmThe words “Universiti Teknologi Malaysia”

and www.utm.my are embroidered (sand in color) at the center of the back yoke and 1.5

cm from the edge of the piping. The length of the words is 15 cm

Font type : ArialFont size : 35 pt

The name of wearer is embbroidered(gold in color) on the right of the shirt

Font Type: Arial Narrow BoldFont size 30 pt

Expended 1 pt (capital letter)

The UTM logo is embroidered above the pocket

The logo is placed 1.5 cm from each side of the pocket. The lowest point of the logo is 0.5mm from the top edge of pocket

PATCH-POCKETThe pocket is sewn on the left side of the shirt

The size of the pocket is 3.5 cm (same as the

hem of sleeve)

The sand color piping is inserted at the hem of

the pocket. The width of the piping is 3.5 mm s Minimum width of pocket : 12 cm

Len

gth

: 1

4 cm

1.5 cm 1.5 cm

1.5

cm

11 cm

WAHID

WAHID

WAHID

WAHID

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http://www.utm.my/

NOOR

New Representation : UTM Corporate Attire for Female Staff

Saddle yoke with sand color piping at the front and back yoke of the blouse

Shirt collar with sand color inner collar-stand

Embroidered name of wearer on the right front

of the blouse

Embroidered UTM logo on the left front of the shirt-blouse

Opening at both sides (lower edge) of the shirt-blouse 16 cm

Strap front with buttons-maroon piping at the edge

of the strap

Cheongsam style for collar

Embroidered name of UTM at the back yoke

Saddle yoke with sand color piping at the back yoke of the blouse

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SADDLE YOKE

The width of saddle yoke at the centreback of the shirt 10 cm from the center back

The size of the sand piping is 3 mm

Cheongsamstyle for collar

SADDLE YOKE


15 cmThe words “Universiti Teknologi

Malaysia” and www.utm.myare embroidered (sand in color)

at the center of the back yoke and 1.5 cm from the edge of the piping. The length of the

words is 15 cm


The sleeve opening is in line with the wrist bone (not at the sleeve seam). The length of the sleeve opening should be 7 cm

Cuff

The cuff is loose – about two finger size bigger than the actual size of wrist to give comfort when the hand is raised or bent

The width of the cuff is 3 cm

The cuff is finished with a button and buttonhole. The diameter of the button should be 1 cm

The sleeve is slightly tapered.There are two pleats at the edge of the sleeves

The length of the sleeve is up to the wrist and finished with cuff

The seam of the armhole is top-stitched

The width of sand color piping is 3mm and is inserted

at the cut of sleeve (the joining between the cuff and the sleeve). The edge of the

cuff is top-stitched

There is a button and buttonhole at boyh ends of collar stand

Shirt collar is with a collar-stand

The inner collar stand is sand in color

SHIRT COLLAR

STRAP FRONT OPENING

The width of the strap is 3.5 cm

The buttons are on the left side of the shirt-blouse and buttonholes should be on the right side of the shirt blouse

The button are maroon in color

The diameter of the button is 1 cm

The sand color piping is inserted at the outer edge

of the strap

The size of the piping is 3 mm

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http://www.utm.my/

NOOR

The sides of the shirt blouse is slightly curved

6 cm opening at both sides (lover

edge) e-shirt

Length of the blouse is below seat level (lover

hip level) approximately 30 cm from the waist

Two darts at the back of the shirt-blouse

SHAPE OF THE SHIRT-BLOUSE

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UTM LOGO AND NAME OF UNIVERSITY

Embroidered name of wearer on the right front of the

blouse

Font type Arial Narrow Bold and

font size 30 ptExpended 1 pt(Capital letter)

The logo is placed 18 cm from the base of neck at top of the shoulder

The UTM logo is embroidered on the left front of the blouse

(in gold color)


15 cmThe words “Universiti Teknologi

Malaysia” and www.utm.myare embroidered (sand in color)

at the center of the back yoke and 1.5 cm from the edge of the piping. The length of the

words is 15 cm


The UTM logo is embroidered on the left front of the blouse

(in gold color) and (no circle maroon color)

Viscose/Cotton

801

JENIS KAIN

552

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http://www.utm.my/

Email Signature

UTM strongly encourages consistency in the display ofa staff’s identity through email communications. TheHEK has prepared an email signature generator for theconvenience of its staff which is accessible on the HEKbranding website.

A UTM staff goes on to the email signature generatorlink, fill in the necessary details and upload his/herphoto. At the end of the process, an email signature isgenerated. He/ she can then copy and paste thegenerated email signature to the settings section ofhis/ her UTM email.

The UTM staff community is advised to:

• Restrict the use of images in their email signature,other than the personal portrait included in theemail signature generator. This is because additionalimages would increase the size of the email sent.

• Include links to personal websites in their email signature.

• Exclude additional information such as announcements, article titles or publication titles.

• Exclude the use of quotes and motivational statements in their email signature.

Additional statements, such as “Assalamualaikum”, “Salam sejahtera”, “Y.Bhg Prof./ Tuan/ Puan” and “Terima kasih” are allowed as they are not considered as part of email signature.

The following page illustrates samples of email signature to be used by the UTM staff.

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EXAMPLE 1: Email Signature without Photo

EXAMPLE 2: Email signature with photo

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Business Cards : New Representation

Business Cards : for Administration Staff

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Business Cards : for Academician

Option 1 Option 2Business card that features one designation Business card that features two designation

(e.g. a lecturer at a UTM faculty and an academic administrator at a UTM unit/ division)

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Business card that feature one designations : Specification

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Business card that feature two designations : Specification

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Personal Websites

UTM faculties can assign their staff with a webpage of their own under the web domain of respective faculties.These webpages serve as personal websites of the staff, where they can update basic information, contact details,the subjects taught or the projects that they are currently working on. This personal website will be referred toduring interviews for UTM academic staff promotion.

The disk quota of each personal website is capped at 1GB. The website must be hosted on a UTM server, and FTPservice is not provided. The naming convention of the personal website is facultyname.utm.my/staffname, with“facultyname” follows the name of the faculty website registered while “staffname” follows the name of staffregistered under the official UTM email address.

Owners of the personal websites may customise their page from the built-in templates in the system, but areadvised to follow the standard template as follows to maintain consistency across all personal websites:

1

Website address

2 Name of owner, faculty

Website content

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Basic introduction of owner

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3-2: Responsibility of the Unit/ Department/ Faculty

Faculty Websites

UTM has issued a general guideline on web brandingcalled the UTM Web Branding Manual. This manualencourages uniformity of images and educational brandof the university, by presenting a set of minimumstandards and guidelines for UTM entities to refer to asthey develop their own unique websites.

The UTM Web Branding Manual comprises of two components:

• UTM Web Policy. This policy outlines conventionsapplicable for a website, covering:

1. Copyrighted materials2. Licensed materials3. URL and domain naming conventions4. Advertising5. Promotion of private businesses6. Content development7. Web accessibility8. Disclaimers9. University brand10. Web social media

• UTM Web Development Guideline. This guidelineelaborates on the conventions explained in the UTMWeb Policy, covering:

1. Web template CMS2. Content writing3. Language4. Contact details5. SEO (Search engine optimisation)6. Browser compatibility,7. Coding8. Fonts9. Graphics and colour10. Custom error page11. Flash12. Multimedia13. Accessibility

A full copy of the UTM Web Branding Manual is includedin Appendix 3 at the end of this publication.

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The gist of the UTM Web Branding Manual is as follows:

1. All official university websites are required to use a standard header and footer to ensure that the university’s identity is presented clearly, consistently and professionally across all websites.

2. Faculties/ departments/ offices/ units are responsible for creating and maintaining their own pages. They should:

• Indicate that they are part of UTM by using the university brand mark

• Observe copyright laws to all materials posted online

• Keep in mind that the Data Protection Act 2010 is applicable for all personal information collected from online visitors

• Ensure content on their websites are keep up to date

3. Faculties/ departments/ offices/ units are advised to consult:

• The HEK for advise with regard to data usage

• The HEK for queries with regard to university brand mark on their websites

EXAMPLE 1: Web Header

EXAMPLE 2: Web footer

EXAMPLE 3: Web template for faculties

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UTM Letterhead : New Representation

University tagline

University website

The UTM logo The address of UTM JB

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University tagline

University website

The UTM logo The address of UTM KL

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Placing portraits of federal- and state-level leaders in public locations

It is common practice for government agencies to place portraits of federal- and state-level leaders at publiclocations, such as the main meeting room, lobby of a building, auditorium and the library, among others.

Regulations on portrait placement in government agencies at the federal level follows that of the General CircularMemorandum No.3 of 2014, entitled “Tatacara Penggantungan Portrait Rasmi”, dated 21 February 2014.

Regulations on portrait placement in government agencies at the Johor state level follows that of circular entitled“Protokol Penggantungan Gambar Portrait Diraja” numbered (9) SUKJ.100-10/3 that was issued on 7 December2015.

(i) Purchasing the portraitsThe portraits must be purchased from the following authorised vendors:

Portraits of federal-level leaders Portraits of Johor state-level leaders

Pusat Sumber dan FotografiJabatan Penerangan Malaysia Aras 9, Kompleks KKMM No. 49, Persiaran Perdana, Presint 4 Pusat Pentadbiran Kerajaan Persekutuan 62100 Putrajaya, Malaysia

Tel.: 03-8911 3440 (extension: 7418/ 7421)

Syarikat JVP ProductionNo.22, Jalan Bakti 33, Taman Mutiara Rini81300 Skudai, Johor

Tel./ Fax: 07-5572653HP no: 019-7113084 (Tuan Haji Jumaat)

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(ii) Placement of the portraits

The portraits must be placed at least 45

degrees from the viewer, and is within appropriate height and width of the

display area.

The portraits cannot be placed together with a wall clock. There should not be any objects that separate the portraits from its proper formation.

The areas surrounding the portrait should be clear of any ornaments and other forms of decorative items.

1

2

3

59

If the portraits are placed in a big public area, such as town halls, where there are dividers separating the walls, the portraits can be hung separately. However, the order of the portraits must be observed at all times.

4

Government agencies are strongly recommended to source the portraits from authorised vendors so that the frames used during the portrait display follow specifications outlined in the circulars and reflect prestige of the portraits.

5

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(iii) General Layout

2

1

3

4

1 The gap between levels should be at least 10 cm or 4 inches.

2 The gap between portraits should be at least 10 cm or 4 inches.

3 Portraits that should be placed at Level 1 include the following: Yang di-Pertuan Agong, Raja Permaisuri Agongand state level leaders (e.g. Sultan, Tuan Yang Terutama) and spouses (e.g. Sultanah, wife of Tuan Yang Terutama).

4 Portraits that should be placed at Level 2 include the following: Prime Minister and Chief Ministers.

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(iv) Sequence

1 1

2

Location: Offices of government agencies located at the Federal Territories

Level 1: Yang di-Pertuan Agong and Raja Permaisuri AgongLevel 2: Prime Minister

Location: Offices of government agencies located at states without royal families

Level 1: Yang di-Pertuan Agong, Raja Permaisuri Agong, TYT Yang di-Pertua Negeri, wife of TYT Yang di-PertuaNegeri

Level 2: Prime Minister, Chief Minister

Note: The government agencies are requested to refer to the sequence that has been gazetted by the respective state governments.

1 1 1 1

2 2

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1 1 1 1

2 2

Location: Offices of government agencies located at states with royal families

Level 1: Yang di-Pertuan Agong, Raja Permaisuri Agong, Sultan, SultanahLevel 2: Prime Minister, Chief Minister

Note: The government agencies are requested to refer to the sequence that has been gazetted by the respective state governments.

Portrait placement for the Johor Royal family

1

2

1 The gap between portraits: 1 inch

2 The gap between levels of portraits: 4 inch

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Displaying UTM posters in office space

UTM wishes to constantly remind its community of the beauty of the philosophy, vision and mission that is envisioned overgenerations of leaders and has successfully shaped the university into its current form today.

The university would also like to encourage its community to align their day-to-day operations to policy directions at thenational level as well as its long-term vision towards global prominence through its institutional strategy, the UTM Global Plan2012-2022.

Towards this aim, the HEK has issued three posters which can be downloaded from the UTM Brand Toolkit website.

2 Poster 2: Philosophy, vision, mission, values, strategic thrust

1 Poster 1: Alignment between national direction and institutional direction

3 Poster 3: UTM Strategy Map

The posters must be displayed at strategic locations within a UTM unit/ division/ faculty, in the above-mentioned sequence. They can be displayed in one of the two options below:

Option 1: Vertical view (top to bottom, staked, in a vertical line)Option 2: Horizontal view (side to size, in a horizontal line)

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3-3: Branding Campaigns in UTM

Introduction

A campaign is a planned course of action formulated toachieve defined objectives in marketing, public relations,quality enhancement, revenue generation, safety standardsand others. In the case of a branding campaign, the actionsare formulated to consolidate the university brand as aprovider of quality education and research. The campaignsmay be thematic according to the objectives and may beacademic, social, scientific, athletic and can be acombination or go beyond these categories.

Examples of current branding campaigns at the universitylevel include:

• The ‘I AM UTM’ branding campaign• The ‘UTM My Home’ branding campaign

Guidelines to conduct branding campaigns in UTM

The guidelines are as follows:• Objectives of the campaign should be clear• Branding campaigns should evoke a strong human

response in order for people to be engaged• Images or slogans have to be clearly stated with

examples of how they are used. High quality imagesare ideal for this

• Guidelines to carry out the branding campaigns are provided

• Ideally, branding campaigns should utilise both offlineand online platforms and should aim to text, image andvideo

“I AM UTM” branding campaign

The ‘I AM UTM’ branding campaign focuses on activities,achievements or people, who bring pride to the university.It can be featured in both print and digital media.

This campaign utilises the “I AM UTM” logo. UTM units/divisions/ faculties/ student organisations are advised torefer to the HEK for permission to use this logo inpromotional materials as well as the sale of merchandiseswith the ‘I am UTM’ logo.

Promotional materials that utilises the ‘I AM UTM’ logomust adhere to the following guidelines:

• The language used must be checked for appropriateness and accuracy

• The image used must be of high quality and must project the subject’s pride for his/ her contribution to UTM

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• The subject should be posed at the centre of the image, or1/3 mark of the image. Professionally taken photos withdark/ black or white backgrounds are recommended asthey will better accentuate the subject

• In photo sessions that are less formal in nature, the subjectcan hold a placard featuring the “I AM UTM” logo

The “I AM UTM” logo utilises two typefaces, as illustratedbelow:

The first typeface refers to the term “UTM” and “UniversitiTeknologi Malaysia”, which is the typeface originally used inUTM logo (see Specification 1 at Section 1 for more details).The original design of the UTM logo remains, in order toretain the association to the UTM brand.

The second typeface refers to the term “I AM”, which is sandin colour, using font traditionally used for logos, especially inschools with a strong sports tradition.

“UTM My Home” branding campaign

The other branding campaign which the HEK is pursuing isthe “UTM My Home” branding campaign. This campaignfocuses on natural beauty, staff and student activities andother scenes that project peace, tranquility and enjoymentin UTM.

This campaign utilises the “UTM My Home” logo as follows:

Promotional materials that utilises the “UTM My Home”logo are similar to that of the guidelines for “I AM UTM”branding campaign. The focus, however is on pleasure andenjoyment of the students and staff on campus and theirpride towards the campus environment.

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EXAMPLE, “I AM UTM” branding campaign visualA photo taken of a subject holding the “I AM UTM” placard on white background.

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EXAMPLE, “UTM My Home” branding campaign visual [1]Examples featuring members of the UTM community enjoying the campus environment.

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EXAMPLE, “UTM My Home” branding campaign visual [2]Another example featuring three UTM students enjoying the campus environment.

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SECTION 4: THE MEDIA


4-1: Print Media4-2: Digital Media


• To provide a general overview on UTM in the media

• To introduce policies and related guidelines • on media management


Define key terms related to media management

Identify steps required in preparing press statements

Identify steps required in organising press conference

4-1: Print MediaOPERATIONAL DEFINITIONS

The following outlines the operational definitions ofactivities and elements in UTM media management.

University spokesperson. The UTM Vice Chancellor is theofficial spokesperson of the university. He/ she can appointa staff that is, in his/ her opinion, capable of becoming amediator between UTM and representatives of the media.

Press statement. A press statement refers to an officialnotification, that is presented verbally, in written format,or in any other format deemed appropriate, that is given torepresentatives of the media. The press statement is givenin order to inform, clarify or review an issue, an event or anincidence accurately to the media.

Press conference. A press conference is an event wheremembers of the media are invited to obtain explanation onan issue, an event or an incidence. The HEK is responsiblefor inviting media representatives to press conferences

related to official university matters or formal universityevents. A press conference may involve representativesfrom different media organisations or an exclusive eventinvolving media representatives from a single mediaorganisation.

Interview. An interview refers to a session involvingmembers of the UTM community (students or staff) andrepresentatives of the media. The interview session maybe a special request put forward by the media or an on-demand session from the UTM community. An interviewmay involve representatives from different mediaorganisations or an exclusive event involving mediarepresentatives from a single media organisation.

News. A news piece refers to a factual report on an eventto be disseminated to the public via the media. The eventmay currently be ongoing, has been organised, or will beorganised in the near future.

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Dealing with the Media

At the university level, the HEK is tasked to contact,network and maintain good working relationship withrepresentatives of the media.

The HEK is responsible in preparing press releases andorganising press conferences on behalf of the university.

The UTM community is welcome to promote their events,expertise and successes obtained through competitionsand award ceremonies in the media. This will increase theuniversity’s reputation and visibility both locally andabroad.

Students or staff who wish to get in touch with themedia must, at all times, consult the HEK to obtainadvice on the press statements to be given to the media.Any requests to organise press conferences should alsobe forwarded to the HEK.

They should also consult the Office of Legal Affairsshould there be queries or doubts regarding informationthat will be presented to the media.

This is because the information to be shared might beincriminating to different parties, either directly orotherwise, which would result in unintended legalimplications for the university.

The UTM community is reminded to comply with thefollowing Acts in their relations with the media:• For the UTM staff, they are bounded to Section 18(4)

of the Statutory Bodies (Discipline and Surcharge) Act(Act 605) 2000 (Amended 2006)

• For the UTM students, they are bounded to theUniversity and University Colleges Act 1971 (Amended2012)

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Preparing Press Statements

The procedure

1. A press statement should be prepared in bothlanguages, English and Bahasa Malaysia softcopy andhardcopy format.

2. Photos included in the press statement should be inJPEG format and in high resolution. Each photoshould be accompanied with a caption that providesexplanation to the photo.

3. Application to publish press statements should besubmitted to the HEK within three (3) working daysof the expected publication date.

4. Once received and processed, the HEK will submit anofficial press statement to the media.

Do’s

• Provide full name, designation and contact details of person-in-charge for the press statement

• Provide verified information in the press statement

Don'ts

• Issue statements that would give negative implications to the country, leaders, the university, other organisations and other stakeholders

• Issue statements that would cause public confusion• Issue statements that are seditious in nature• Issue statements that would cause panic and fear to

the public• Issue statements for personal benefits• Issue statements beyond one’s area of expertise• Issue classified or confidential statements

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Organising Press Conferences

The procedure

1. A UTM entity (unit/ department/ faculty/ student organisation) that intends to organise a press conference for an event should:

• Prepare a press kit that contains a copy of programme booklet, speech text(s) of officiator(s) involved, programme itinerary and other forms of information that are deemed important to be featured during the press conference

• Set aside an appropriate venue for the press conference

• Provide allocation for food and beverage to all media representatives who are present during the press conference

• Prepare comfortable wait area and seating arrangement for the media representatives

2. The UTM entity should also prepare a press statement for their event

3. Application to organise press conference should be submitted to the HEK within three (3) working days of the actual event

4. The HEK will issue invitation letter for the media to attend the press conference

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1

PREPARE NEWS• The applicant should prepare

the news in either Bahasa Malaysia or English

• Ensure the draft is proofreadprior to submission.

• Please include photo(s) that supplement the news. Photos included in the news should be in JPEG format and in high resolution

• Each photo should be accompanied with a caption that provides explanation to the photo

2

SUBMIT NEWS• Submit the news to UTM Newshub

via the HEK no less than three (3) working days of the expected publication date

PUBLISH NEWS• Once received and processed,

the HEK will publish the news on the UTM Newshub website

Applicant

Publishing on UTM Newshub : A Process Flow

HEK welcomes the UTM community to submit news on the events organised to its news portal, UTM Newshub(https://news.utm.my). The following provides a general overview on the processes applicable in submitting a newspiece through the UTM Newshub.

3

HEKSubmit

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4-2: Digital Media

Official online channels

The following features a list of official communication channels that is governed by the HEK:

UTM Homepage : www.utm.myUTM NewsHub : news.utm.myUTM Calendar of Event : events.utm.my

UTM on Facebook :facebook.com/univteknologimalaysia

UTM on Twitter :twitter.com/utm_my

UTM on Instagram :instagram.com/utmofficial

UTM on LinkedIn :linkedin.com/school/universiti-teknologi-malaysia

UTM on Youtube :https://www.youtube.com/user/UTMSkudaiMalaysia

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http://www.utm.my/

http://news.utm.my/

http://events.utm.my/

http://facebook.com/univteknologimalaysia

http://twitter.com/utm_my

http://instagram.com/utmofficial

http://linkedin.com/school/universiti-teknologi-malaysia

https://www.youtube.com/user/UTMSkudaiMalaysia

UTM Social Media Policy

UTM has set aside its own social media policy as a guide for its community to curate content, interact with eachother and position the university in the most accurate manner.

The UTM Social Media Policy is as follows:

• Universiti Teknologi Malaysia welcomes participation through our social media channels and encouragesyou to interact with us often.

• We hope to provide a forum for dialogue among the many diverse voices of our university and weencourage comments about the content you find here.

• Posts containing personal attacks, profanity, nudity, hate speech or illegal material are prohibited. Wereserve the right, at our discretion, to remove any post or to revoke a user’s privilege to post to our page.

• Please be aware that we cannot immediately review every comment posted on the page.

• Opinions expressed in non-UTM posts are not necessarily those of the University and its employees, and wecannot guarantee the accuracy of these posts.

• Posts are to be used only for noncommercial purposes.

• You may not solicit funds or promote commercial entities.

• All contents posted by Universiti Teknologi Malaysia are the property of Universiti Teknologi Malaysia and are subjected to copyright laws.

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SECTION 5: THE EVENTS


5-1: Event management


• To provide a general overview on UTM event management


Get to know conventions applicable in organising an event at the university level

Plan appropriately for events to be organised at their unit/ department/ faculty

5-1: Event Management

Introduction

The HEK is the main office tasked to oversee core eventsof the university, such as the UTM Convocationceremony, events involving UTM Chancellor, Pro-Chancellors, Ministers and members of the UTM Board ofDirectors, as well as events involving local and foreigndignitaries. These events require careful planning andattention to detail, as they involve coordination andcollaboration with many stakeholders, both from withinand outside the university.

Over the years, the HEK has learnt that even the bestplanned events can sometimes go astray. The mostappropriate response in event management, regardlessof the scale and scope of event, is to be ready for anycontingencies. One should also be flexible in adapting tochanging consequences as the event unfolds.

The following subsections show crucial steps to beundertaken in event management, drawing from theexperiences of HEK in managing events on behalf of theuniversity. The steps presented enable readers tovisualise what should be done before, during and aftereach event and items requiring particular attention fromevent managers and committee members.

Event Management at UTM

For events organised in Johor Bahru and surrounding areas,the HEK office at UTM Johor Bahru is tasked to oversee detailspertaining to event protocol. This practice is also applicable toevents organised in Kuala Lumpur. The event organiser isrequired to coordinate with all relevant offices prior to thestart of an event.

The HEK plays an advisory role in event management of theuniversity. It provides consultation services to eventorganisers from UTM units/ divisions/ faculties/ studentorganisations. It also oversees the quality of events managedin the university and advises the UTM community on thebest way forward in managing their events.

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Organising your event: A Process Flow

The following provides a general overview on the processes applicable in organising an event. Each step will beelaborated in detail in the subsequent pages.

Before the event During the event After the event

1. Prepare event proposal2. Allocate budget for event3. Obtain approval4. Organise manpower for event5. Prepare programme itinerary

and administrative itinerary6. Prepare event checklist7. Identify event venue and

logistical arrangements required 8. Prepare guest lists and invitation

to event9. Identify event dress code10. Identify key attendees/

officiators for event11. Prepare floor plan and seating

arrangement12. Prepare publicity and media

relations material13. Organise rehearsals and

briefings14. Observe elements of protocol

and etiquette

1. Registration, welcoming and reception2. Floor manager3. Master of ceremony4. Official anthem 5. Du’a recitation6. Welcoming address and speech texts7. Montage and multimedia 8. Souvenirs and door gifts9. Press conferences 10. Food and beverages11. Photography12. Safety and security arrangements 13. Medical arrangements

1. Conduct event post-mortem2. Prepare documentation 3. Give appreciation to

organising committee 4. Manage payment and event

expenses

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Before the event: The Details

#1: Prepare event proposal A proposal for an event should include the following:• Objectives of the event and rationales for organising the event• Background information related to the event (such as time, date and venue) • Programme overview• Expected participants and dignitaries • Impact and outcome of the event to the university• Structure of the organising committee which implements the event • Timeline for implementation• Budget required for the event

#2: Allocate budget for event• The budget requested should take into consideration expenditure in key areas and a

sum for contingencies in the event of unforeseen circumstances • All costs should be outlined clearly in the budget• All expenditure should adhere to financial guidelines and regulations that are issued

by the Ministry of Finance Malaysia

#3: Obtain approval• The event should be endorsed and approved for implementation by management at the

unit/ faculty/ department/ university level• The organising committee should keep copies of the approval letter, the event proposal and

the event budget for any subsequent processes (e.g. venue rental) throughout the event

#4: Organise manpower for event• An organising committee is appointed. Each member of the organising committee

should be in charge of particular tasks related to the event• The structure of the organising committee would also facilitate the team to track

progress of implementation

Each event organiser should take note of the following prior to their event:

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#5: Prepare programme itinerary and administrative itinerary• The programme itinerary provides a guide on a series of activities conducted during the event,

and the time required for each activity. • The administrative itinerary breaks every activity down by the minute and enables the organising

committee to visualise the overall flow of the event.

#6: Prepare event checklist• The event checklist helps the organising committee to keep track of all items required

for the event, such as the floor plan, logistics arrangement and the PA system, among others.

#7: Identify event venue and logistical arrangements required • The venue selected for the event is subject to type of event, guest headcount, budget, on-site

facilities availability and other requirements as agreed upon by the organising committee.• The organising committee should survey and make bookings for the event at the earliest.

#8: Guest invitation• The organising committee should identify the following and prepare the invitation letter/

card/ e-card for the guests:• main officiator/ key guests of the event• list of guests to invite to the event

• A copy of the programme itinerary must be attached with the invitation letter/ card/ e-card. • The invitation letter/ card/ e-card should be sent to the guests as early as possible, so they can

make arrangements to attend the event.• The invitation letter/ card must include contact details of key representatives of the organising

committee, so the invited guests could contact them for further clarification. • The guests should be requested to submit a return slip with the necessary contact information, so

the organising committee would have a record on the attendees of the event.• Official correspondence to the Prime Minister, Chief Ministers, Ministers, Secretary General of

ministries and the Royal family must be submitted to the HEK and signed by the UTM Vice Chancellor.

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#9: Identify event dress code • Guests should be notified of the dress code for the event in their invitation letter/ card. This would

enable them to make informed choices on the type of attire to be worn during the event.

#11: Prepare floor plan and seating arrangements• The organising committee should have a floor plan of the whole event and how the guests should be

seated at the event. • The organising committee should check the Federal Order of Precedence 2014 (Senarai Keutamaan

Persekutuan 2014) when arranging seats for their dignitaries.• Staff on duty during the event must be given floor plan and seating arrangements of the event. They

should also familiarise themselves with the seating arrangements in order to effectively guide guests to their designated seats.

#10: Identify key attendees/ officiators for event• Invitation to key attendees/ officiators must be issued as early as possible. • Please prepare for contingencies in the event that the key attendees/ officiators invited could not

make it at the last minute. • It is good practice to brief the key attendees/ officiators on the proceedings of the event and the role

that they are expected to play during the event.

#12: Publicity and media relations• Promotional materials of the event should be disseminated to targeted audience in order to attract

greater attendance during the event.• The organising committee is responsible in ensuring that the UTM logo is rightfully portrayed in the

promotional materials. • The organising committee should decide if a press conference is needed for the event and make the

necessary arrangements.

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#13: Organise rehearsals and briefings • The organising committee should organise rehearsals and briefings to all involved, so

everyone could have an overview of the expected flow throughout the event • The rehearsals and briefings are a good platform to visualise unforeseen circumstances that

might happen during the actual event

#14: Observe elements of protocol and etiquette • The organising committee should identify elements of protocol (e.g. sequence of flags) and

etiquette (e.g. dress code) that should be observed throughout organising the event

Protocol Etiquette

• Guest management - Federal Order of Precedence 2014 (Senarai Keutamaan Persekutuan 2014)

• Salutations• Guest lists• Managing invitation letter/ card/ ecard• Seating arrangement• Arrangement of flags • Flow of event within and outside the venue• Master of ceremony• Liaison officer for key attendees/ officiators• Usher• Selection of food• Playing of national/ state/ university anthems• Corporate photo layout• Language conventions• Sequence of events (e.g. MOU signing ceremony)

• Dress code• Personal appearance and image• Social conversation skills • Networking skills • Personal conduct

• When attending events with specific arrangements (e.g. standing/ sitting events)

• At the buffet table• Table manners• Host and guest relations

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Additional information on guest lists

Event organisers should ensure they have sufficientallocation (manpower and budget) to manage logistics ofkey guests invited to their event.

Wherever possible, event organisers should:

• Keep track of their key guests’ time of arrival and mode of arrival (car/ flight) and related schedules

• Make arrangements for local transport with the relevant UTM divisions

• Have a record of car plate number and/ or flight number, along with details of accompanying officer(s)/ personnel/ guests

• Arrange for liaison officer(s)/ personnel who could welcome the key guests and attend to their requests

• Check condition of hotel room/ holding room for the key guests and ensure its cleanliness, accessibility and availability of on-site facilities (e.g. Internet connection)

Hanging flags during special events

The Office of Deputy Vice Chancellor (Development),through the Services cluster will fly flags along the majorroads leading to UTM according to the following schedules:

Date Event Duration

23 March Officialbirthday of the Sultan of Johor

Flags to be flown one week before the event (16 March) and to be taken down one week after event (30 March)

31 August National Day Flags to be flown from 15 August to 16 September

16 September Malaysia Day

23 November Birthday of the Sultan of Johor

Flags to be flown one week before the event (16 November) and to be taken down one week after event (30 November)

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During the event: The Details

1: Registration, welcoming and reception• There should be a few staff assigned to welcome guests during the event.• An usher should show a guest to his/her seat after registration. • There should also be staff on standby to assist guests and show direction.

2: Floor manager • A floor manager is tasked to coordinate flow of information and activities between different

teams on duty during the event. • The floor manager should also be able to keep track of time for each activity and advise the

organising committee on contingencies to be carried out, wherever needed.

3: Master of ceremony• The master of ceremony should prepare his/ her/ their script for the event and have the script

checked for language and salutations used.• The master of ceremony should be presentable during the event. • The organising committee should provide a copy of administrative itinerary to the master of

ceremony so he/ she/ they are aware of the proceedings of the event.

4: Official anthem• The state anthem Bangsa Johor should be played in events involving His Majesty Sultan of Johor

and officials from the Johor state government, such as the Johor Chief Minister, the Johor State Exco and the State Secretary of Johor.

• The national anthem Negaraku should be played in official and formal events.• The university anthem Keunggulan Terbilang should be played in official university events, at the

end of the event.• If all the anthems are to be played in an event, the order of the anthems are as follows: Bangsa

Johor, Negaraku and Keunggulan Terbilang.• If the audio files cannot be played due to technical issues, the master of ceremony should guide

the guests in singing the anthems without the audio files.

Each event organiser should take note of the following during their event:

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5: Du’a recitation• The language used during du’a recitation depends on the language used for the overall event. • The du’a reciter should be appropriately dressed for the occasion. • If the event contains on-stage performance (e.g. singing, dancing), the du’a recitation slot is

removed at the start of the event.

6: Welcoming address and speech texts• The organising committee should prepare welcoming address and speech texts for key attendants/

officiators of the event at least 2 weeks before the event. • A text delivered during the event should be different than the text included in the programme booklet. • Speech delivery sessions should be kept to a minimum, preferably a maximum of three (3) speeches. • Copies of the welcoming address and speech texts should be formatted appropriately, checked for

language accuracy and be given to key attendants/ officiators of the event.

7: Montage, gimmick and multimedia• The montage and multimedia should represent the climax of the event.• Gimmicks used during an event should be simple and easy to operate. • Any multimedia content played (video, audio) should be succinct (3-4 minutes) and checked for

accuracy.

8: Souvenirs and door gifts• Event organisers should allocate budget for souvenirs and door gifts. However, souvenirs and door

gifts are not compulsory for an event and expenses allocated for this item should be kept to a minimum.

• If a souvenir or door gift is to be given to guests, the organising committee should prioritise local products, books and gifts that are functional and of considerable value to the guests.

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9: Press conference• If a press conference is to be organised during an event, it should be slotted after the main activity

(e.g. project/ product launch) and before a meal/ refreshment is served. • The processes outlined in Section 4 (i.e. preparation of press release and steps in organising press

conference) are applicable in this case.

10: Food and beverage• F&B served during the event should be appropriate for the occasion (e.g. breakfast, tea breaks, hi-

tea, dinner). • The organising committee should be mindful of dietary requirements of guests (e.g. vegetarian)

and allocate different F&B arrangements for the guests affected.• Light refreshments can be served to guests at the holding room before the event. • In a buffet setting, the plates and cutleries should be arranged at the start of the buffet line,

followed by the main courses and finally drinks and beverages.

11: Photography and videography• Wherever possible, a designated photographer with the best service should be consulted for the

event. • The photographer should be able to capture the best moments of the event and advise the

organising committee on the optimum shots to be used for post-event reporting and communication.

• The photographer should never take photos during official anthems. They should also avoid taking photos of VIPs taking their meals.

12: Safety and security arrangements• The organising committee should take appropriate measures to ensure the safety of guests

attending the event (e.g. checking list of guests before allowing them into the event venue). • Traffic control should be arranged at parking lots and along the roads leading to the event venue. • The organising committee should facilitate the guests in managing storage for their personal

belongings, wherever appropriate.

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#13: Medical arrangements• Event organisers should allocate budget for medical officers to be stationed on stand-by mode during

the event • The organising committee should prepare a designated room for medical treatments.• All on-site costs for the medical team (e.g. F&B, logistics, stipend or allowance to medical officers, and

other arragements) should be borne by the event organiser

Units/ departments/ faculties/ student organisations are strongly advised to consult the HEK if • A member/ members of the Johor Royalty or • Dignitaries (following the listing provided in the Federal Order of Precedence (Senarai Keutamaan

Persekutuan), is/ are invited to their event

This is because there are special arrangements to be made, as well as elements of protocol and etiquette to be observed, particularly with regard to the following:

1. Seating arrangements2. Washrooms3. Red or blue carpet for pathway leading to the event venue, as well as on stage4. Rostrum/ microphone5. Officials on duty from the royal palace, in charge of serving F&B6. Designated du’a recitation personnel (e.g. Office of the Mufti of Johor)7. Printing materials (e.g. programme booklet and materials bearing the royal insignia), 8. List of guests to be invited9. F&B selection10. Preparation of the royal decree/ speech text for officiator11. Script of the master of ceremony12. Holding rooms13. Media relations 14. Transport and traffic control, among others

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After the event: the details

1: Event post-mortem• The event post-mortem should be organised in order to improve efficiency and delivery of

similar events in the future. • It is a good practice to conduct the event post-mortem based on aspects covered by the

organising committee (e.g. logistics, F&B, invitation and other divisions).• The HEK may channel feedback to the event organiser on the management of the event.• The feedback should be taken into consideration in the next edition of the event.

2: Documentation• All relevant documents should be properly filed and stored for future references as well

as initiatives in continuous quality improvement of the event.• A report should be prepared at the end of the event.

3: Appreciation to organising committee• Those involved in organising the event should be celebrated in a simple ceremony/

event.

4: Manage payment and event expenses• All invoices/ procurements/ expenses should be accounted for and cleared at the earliest.

Each event organiser should take note of the following during their event:

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Delegation Visits

The following outlines the offices responsible in managingdelegation visit for UTM:

Visitors Office responsible

Ministers and accompanying representatives

Programme owner and HEK

State government (chief minister and accompanying representatives)

Programme owner and HEK

Foreign ambassadors Programme owner and HEK

Foreign university presidents, university representatives

UTM International/ UTMfaculties/ departments

School delegation Ecotourism unit/ Student Recruitment and Admission Division

Visitors who have specifiedtheir intent in visiting particular faculties/ divisions/ laboratories

Respective faculties/ divisions/ laboratories

Guests of the UTM Vice Chancellor

Respective faculties/ divisions/ laboratories

The recommended flow of a delegation visit is as follows:

1. The visit should start with a general briefing or introduction about UTM. The HEK may provide a copy of UTM corporate video to the event organiser

2. After the general briefing, the event organiser is advised to proceed with requested agenda from the visitor (discussion/ visits/ presentation sessions, etc)

3. The event organiser is advised to • Prepare F&B • Give appropriate souvenirs for the visitors

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Notifying the UTM Security Division

Event organisers are strongly advised to notify the UTM Security Division on their events.

The information to be supplied to the UTM Security Division is as follows:

1. Name of event2. Date, time and location of event3. Logistics details of key guests attending the event (e.g. car plate number, type of car)4. Request for UTM outriders (wherever needed)

The event organisers are also required to notify the UTM Security Division if their events involve many visitors fromoutside the university. This detail is needed as sufficient parking lots must be allocated to the visitors and there mustbe staff either from the event organiser or UTM Security Division on stand-by for traffic control.

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SECTION 6: THE PUBLICATIONS


6-1: Guidelines6-2: The look and feel6-3: The complete event package 6-4: Designing your publication: a process flow6-5: Approval to display promotional materials


• To provide a general overview on UTM publication management


Get to know conventions applicable in preparing corporate publications

Plan appropriately for publications for their unit/ department/ faculty

6-1: Guidelines

Introduction

The HEK is the main office tasked to oversee design and publication of promotional materials, advertisements, corporate publications and reports, and other forms of printed materials on behalf of the university.

The HEK offers consultation services and assistance to UTM faculties/ divisions/ schools/ organisations in terms of the design of these publication materials. The scopes covered by the HEK are as follows:

• Check the format and accuracy of the UTM brand

• Propose artwork for publication only university event e.g Convocation, Monthly of Enggagement,Achievement Staff Award

• Ensure consistency of messages and brand image for the university

• Ensure that the content included in the publication materials features the best of UTM to its stakeholders

Guidelines for publication

The HEK has issued a guideline for publication which outlines:

• The type of promotional and publicity printed materials published by the office

• Outline of content for each type of promotional and publicity material

• Guidelines on content selection for promotional and publicity material

• The standard operating procedures applicable for the preparation of each publication

• Responsibilities of UTM units/ divisions/ faculties/ student organisations in preparing and publishing promotional and publicity material

A copy of the guideline is included in Appendix 4 at the end of this publication.

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6-2: The look and feel

Bunting and posters for events organised by UTM

1

2

3

All buntings and posters should have the basic elements:

1 The UTM tagline

2 The UTM logo

3 The content • Event name• Time and date• Venue of event

Design Concept:* Colour and image of the background can be suited to the theme of the event/ units/ faculty

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Bunting and posters for events co-organised by UTM and external organisations

2

1

3

4

All buntings and posters should have the basic elements:

1 The UTM tagline

2 The UTM logo


4 Logo of event collaborators

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Posters for events organised by UTM

2

2

3

4

All posters should have thebasic elements:

1 The UTM tagline

2 The UTM logo


4 Information about the organiser

1. Tittle2. Content Related

1. Tittle2. Content Related

20 % of the total size of the advertisment. Must be located the UTM Logo & UTM tagline

20 % of the total size of the advertisment. Must be located the UTM Logo & UTM tagline

Organiser Information

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Book cover for annual report [1]

2

1

3

All book covers should havethe basic elements:

1 The UTM tagline

2 The UTM logo

3 Information about the publisher (contact details, address, etc)

Calibri Font

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Book cover for annual report [2]

All book covers should

have the basic elements:1 The UTM tagline

2 The UTM logo

3 Information about

the publisher

(contact details,

address, etc)

1

23

Calibri Font

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Specifications and placements

The promotional materials designed by HEK and eventorganisers can be located at the following locationsthroughout the university.

The following presents the recommended specifications andplacements of the promotional materials:

Item Location Specifications

Banner UTM Kuala Lumpur 20 ft x 4 ft

UTM Johor Bahru -MSI junction

14 ft x 4 ft

UTM Kuala Lumpur 20 ft x 4 ft

Bunting Along UTM roads 6 ft x 2 ft

Stand (Indoor) 6 ft x 3 ft1200/800 dpi

Stage backdrop

UTM Kuala Lumpur -Dewan Jumaah

9.5 ft x 4 ft

UTM Kuala Lumpur -Dewan Besar

16.5 ft x 15.5 ft


Stage backdrop (‘cont)

UTM Johor Bahru -Dewan Sultan Iskandar

15.3 ft x 14 ft

UTM Johor Bahru -Dewan Bankuet

Ebackdrop3.35m x 9.8m

UTM Johor Bahru -Dewan Al-Ghazali, MSI

14.2 ft x 5 ft

UTM Johor Bahru -Dewan Alumni

10 ft x 5.5 ft

UTM Johor Bahru - BilikMesyuarat Utama

67 inch x 94 inch

Backdrop panel (photography)

163cm x 305.5cm

Backdrop Backdrop Citra KarismaPartition

10 ft x 10 ft

Portable stage backdrop 15 ft x 11.3 ft

Photograph silver panel 300 cm x 160 cm

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Billboard Junction from UTM guard post to BCSI

13 inch x 8 inch

Padang Kawad UTM 40 ft x 16 ft

Junction heading to Sri Pulai

50 ft x 16 ft

For print-outs of promotional materials, the following specifications are used:

Item Specifications

Buntings/ banners/ backdrops/ billboards placed outside the building

300 - 400 dpi, tarpoline

Buntings/ banners/ backdrops/ billboards placed inside the building

800 - 1080 dpi, tarpoline

The event organiser is advised to consult hotels andrespective values for advise on specifications of promotionalmaterials and print-outs.

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6-3: The Complete Event Package

The Stage Backdrop Aspect Description

Basic information needed

1. Event name2. Venue3. Date4. Logo of organiser5. Logo of collaborators6. University tagline

Typeface Based on theme of event and visual projected during event

UTM logo placement

Contrast1. If a dark background is used, the UTM logo

should be off white;2. If a light background is used, the orginal

colour (maroon) is to be used

Specificationsbased on venue

Dewan Sultan Iskandar (on stage)

15.3 x 14 feet

Dewan Sultan Iskandar (off stage)

10 x 10 feet

Dewan Bankuet 21 x 12 feet

E-backdrop .ppt, .pdf, or .jpeg

Stage backdrop

**Event organisers are advised to consult the HEK for information regarding the necessary materials to be designed for their event.

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Banner and Bunting

Aspect Description




UTM logo placement

Contrast1. If a dark background is used, the

UTM logo should be off white;2. If a light background is used, the

orginal colour (maroon) is to be used

Specifications based on type

Banner 14 x 4 feet

Bunting 6 x 2 feet

Banner

Bunting

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Event placard

Aspect Description


1. Event name2. Venue3. Date4. Logo of organiser5. Logo of collaborators6. University tagline7. Programme itinerary


UTM logo placement



original colour (maroon) is to be used

Specifications A5

Event placard

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E-banner / E-backdrop

E-banner

E-banner/ E-backdrop

Aspect Description




UTM logo placement



original colour (maroon) is to be used

Specifications based on platform

Facebook 1200 x 628 pixel

Instagram 1080 x 1080 pixel

UTMOnline 900 x 235 pixel

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The following provides a general overview on the processes applicable in designing apublication through the HEK.

1

FILL IN FORM• A sample of application form is

available in the appendices section.The form could be directly obtainedfrom the HEK or online from theHEK website

• The applicant should ensure that allrequired information is provided inthe application form

32

ATTACH INFORMATION• Please include relevant information

on the design in softcopy format(MS Word)

• A hard copy of the informationshould be printed and attachedwith the application form

• The applicant must include a copy/copies of sample design along withthe application form

• Visuals (e.g. logo) should beprovided in JPEG, TIF or PSD formatwith a resolution of 300 dpi.

SUBMIT APPLICATION• The application form and

accompanying documents should be attached in both soft copy and hard copy formats to HEK.

• The timeline applicable:• 3 months for special

publications • 2 weeks for programme

booklets• 2 weeks before expected date

for advertisements in magazines

• 5 working days for advertisements in newspapers

Applicant Applicant Applicant

6-4: Designing your Publication: A Process Flow

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DESIGN PROCESS COMMENCES• The application is subjected to final approval

by the Director of Corporate Affairs • The HEK, through the graphics unit, will

recommend artwork appropriate for the applicant’s event

• Drafts of the artwork will be given to the applicant for checking and corrections

• The applicant is responsible in proofreading the drafts and to ensure that the language used is appropriate for the occasion

• The applicant should return the artwork to the HEK so the graphics unit will make the necessary corrections

• The HEK has the right to prioritise events based on officiators invited to the event, as well as the impact of the event to the university in terms of monetary and reputation

ENDORSEMENT ON FINAL DESIGN • The final draft of artwork,

will be checked and endorsed by the HEK:

• Englis h edition: Deputy Director, Corporate Communications

• Bahasa Malaysia edition: Deputy Registrar/ PRO

PRINTING• The applicant receives

final endorsed artwork from the HEK, and proceeds with his/ her printing arrangements

• The HEK does not provide printing services for applicants

4

HEK, Applicant

5 6

HEK Applicant

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6-5: Approval to Display Promotional Materials The following provides a general overview on the processes applicable to display promotional materials in the university:

1

FILL IN FORM• An applicant should fill in

application form for displaying promotional materials in UTM. The form is available from the Office of Asset and Development (Pejabat HartaBina, abbreviated PHB).

Applicant

SUBMIT APPLICATION: HEK• The event organiser should

attach: • A copy of approval letter

(for activities organised by students)

• A copy of design of the promotional material that has yet to be sent for printing

• The application form and accompanying documents should be sent to HEK in both soft copy and hard copy formats.

CHECK AND APPROVE: HEK• The HEK will check the design, the use

of UTM brand mark, language and other related information on the promotional material and will advise event organiser to make corrections, wherever necessary

• The HEK will issue approval to display promotional material to the event organiser

3

HEK

2

Applicant

110

4

SUBMIT APPLICATION: PHB• The approval letter from HEK,

along with the application form, should be sent to PHB for the next process of approval.

Applicant

CHECK AND APPROVE: PHB• The PHB will issue a permit to

event organiser, allowing them to display promotional materials in the university

• The event organiser will also be required to pay a deposit to the PHB

• The PHB will advise event organiser on the appropriate venues to display promotional materials.

• The maximum duration allowed per application is 3 months and can be renewed

5

PHB

REMOVE PROMOTIONAL MATERIAL• At the end of the event, the event

organiser is required to remove all promotional materials. The deposit will only be returned to the event organiser once all promotional materials are removed

• The PHB will notify the Security Division on the presence of promotional materials that were displayed without permission across the university

• The Security Division has the right to remove the promotional materials, upon consultation with the PHB

6

Applicant

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Conclusion

The UTM Corporate Playbook has featured conventions onall matters under the jurisdiction of the Office ofCorporate Affairs (HEK), covering:

• The basics of the UTM brand, which encompasses theUTM identity, the UTM logo, the UTM official anthem,the UTM colours and the UTM tagline

• Policies and guidelines applicable for branding of UTM

• Responsibilities of the individual and of the UTM units/departments/ faculties in managing the UTM brand

• Detailed processes on• Media management• Event management• Graphics and publication management

By publishing all the conventions in a single volume, theHEK hopes that members of the UTM community wouldunderstand the processes required in safeguarding theUTM brand and are empowered to manage the UTMbrand within their individual or institutional capacity.

This publication marks the start of a long-term outreachand engagement by the HEK, in order to raise theawareness on accurate UTM brand management in thefuture.

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APPENDICESThis section contains the following:

Appendix 1: UTM Branding Policy

Appendix 2: UTM Branding Guidelines

Appendix 3: UTM Web Branding Manual

Appendix 4:Guidelines for Publications

INTRODUCTION

A university’s brand is an asset that encompasses theuniversity’s reputation, standing in the communitycountry and among its peers. Universiti TeknologiMalaysia as the premier university in technology inMalaysia and as one of the five Research Universitiesin the country takes brand protection seriously. ThisBranding Policy lays the foundation of protecting theuniversity brand.

1. OBJECTIVE

The objective of this policy is to protect and enhance the university’s reputation by establishing and promoting correct and consistent use of the university brand.

2. SCOPE

This policy applies across the university, as well aswherever the university brand is displayed.

3. AUTHORITY

This policy is made under the authority of the ViceChancellor of Universiti Teknologi Malaysia to be placedunder the stewardship of the HEK.

4. POLICY

4.1 The University logo and other branding materials confirm university ownership or interest, or further the university’s image and standing

4.2 The University Brand Guidelines (www.brand.utm.my) are the official register and reference source of all approved University brand marks

4.3 All staff and students, when using the University logo and any other brand marks, must comply with the Brand Guidelines to communicate a consistent, standard university visual identity and have a general authorisation to use brand marks in this way

Appendix 1: UTM Branding Policy

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http://www.brand.utm.my)/

4.4 The HEK chaired by the Director:

(a) Ensures alignment of the brand with the university’s strategic direction and values

(b) Approves use of the university logo for officialuniversity purposes in accordance with the BrandGuidelines

(c) Approves use of subsidiary university brands andlogos (e.g. “I am UTM”, “UTM my Home”, etc) inaccordance with the Brand Guidelines

(d) Reviews and updates the Brand Guidelines(e) Assesses and approves, if appropriate, use of the

university logo and brand materials at variancewith the Brand Guidelines

(f) Approves the use of the university logo, brandmaterials and subsidiary university brands andlogos by third parties

(g) Recommends changes to the university brand tothe Vice Chancellor for approval by the universityManagement Committee

(h) Takes action to rectify breaches of policy oraddress disputes

(i) Refers further action to the UTM Office of LegalAffairs if breaches of policy made by externalparties are not able to be solved

5. PROCEDURAL PRINCIPALS

Use of university logo and brand marks

5.1 All staff, students and external parties mustcomply with the Brand Guidelines by:

(a) Using only approved brand marks such as logos, devices, emblems, colours and typefaces

(b) Setting out university brand marks accordingto the Brand Guidelines

(c) Using brand marks only when and whereallowed

(d) Following the style templates for word documents, letterhead, business cards, PowerPoint displays, charts, tables, signage, photographs, devices, emblems, advertising and other communications

(e) Complying with the terms and conditionsgoverning use of brand marks

(f) Following the key brand messages

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5.2 All staff, students and external parties must:

(a) Obtain the approval of the Office of CorporateAffairs before using any brand mark in associationwith the university, a division or entity where theintended use of the brand mark is not inaccordance with the Brand Guidelines; and

(b) Use only the approved logo to identify activitiesand functions (including academic divisions,schools, offices, units, research centres,educational institutes, businesses, facilities andcontrolled entities of the university)

5.3 University entities, affiliated student bodies andexternal parties must obtain the approval of the HEKbefore using any brand marks

5.4 Deans and division heads are responsible for ensuringtheir staff adhere to the Brand Guidelines.

5.5 Staff wishing to use any university brand mark in amanner that does not conform to or for a purpose notapproved in, the Brand Guidelines must submit anapplication through the HEK

5.6 HEK may approve standard terms and conditions ofuse for a university logo or other brand mark

5.7 A third party organisation may use a university brandmark, as supplied by the HEK on the approval of the HEKand on condition that it complies with the approved termsand conditions of usage as outlined in university standardagreements

5.8 HEK maintains a register on behalf of the universitycontaining all applications for use of university brandmarks and relevant approvals

5.9 The university may take legal action for unauthoriseduse of the university logo or other brand marks

Criteria for use of university logo

5.10 Use of university logo is subject to criteria including:

(a) A proposed use congruent with the University’s image and standing

(b) The nature of the existing or proposed relationship between the university and a third party

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(a) Visual display and design standards of theproposed use of a suitable standard

(b) Any implied relationship or implied endorsementresulting from use of the logo

(c) A proposed use consistent with the university’steaching, research and community developmentobjectives

(d) The proposed use endorsed by a relevant dean orhead of department

(e) The reputational risk to the university of approvingor not approving the proposed use

(f) Advice from the HEK in the case of the universitylogo being used in association with an academicaward or qualification

Communications and promotions

5.11 The HEK may, for and on behalf of the university,approve:

(a) How the university brand is to be applied incommunications and promotions includingadvertising, marketing, public relations, signage,websites and electronic media, merchandise andother communication mediums

(b) Advertising and promotional campaigns usingthe brand, where appropriate and relevant

(b) Development and use of approved devices,consistent with the brand from time to timefor particular campaigns or activities

(c) Use of a permanent device to define aprogramme, event or service where it isnecessary to distinguish it from generaluniversity activities to the extent that thedevice is consistent with the brand

(d) Use of an emblem by affiliated studentgroups, sporting clubs or studentassociations to be used alongside theuniversity logo

5.12 The HEK incorporates approved devices andemblems into the Brand Guidelines.

Co-branding and corporate logos

5.13 The Director of the Office of Corporate Affairs orthe Deputy Director of Corporate Affairs (CorporateCommunications and Branding) may approve, subjectto the logo being displayed in accordance with therequirements set out in the Brand Guidelines, co-branding linking the university logo with one or morethird party logos for a common function or activity,such as:

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(a) or joint ventures between the university and another entity(b) Acknowledgements, sponsorships and promotions (e.g. in advertising where the university is one of a number

of sponsors or supporters of an activity)(c) Memberships (e.g. where the University is a member of a professional association)(d) Approved collaborations

5.14 The HEK may approve a distinct corporate logo only in very limited circumstances:

(a) Formal legal joint venture - where the university has entered into a legal joint venture agreement establishing adistinct or separate legal entity for which by agreement of the parties, the agreement expressly approvescreating a distinct corporate logo

(b) Controlled entity of the university - where the HEK is satisfied that the functions or activities of the entity areentirely separated from those of the university (i.e. it does not provide educational or research services, ordoes not provide services to the university) or where the use of a distinct brand would improve the capacity ofthe entity to market its goods or services in a competitive market

5.15 Where the university proposes to enter into a joint venture agreement requiring the creation of a distinctcorporate logo.

6. ROLES AND RESPONSIBILITIES

Role/ Decision/ Action Responsibility

Provide advice and assistance on management and protection of the university’s brand and reputation Vice Chancellor

• Ensure alignment of the brand with the University’s strategic direction and values• Recommend changes to the university brand to the Vice Chancellor for approval by the university

Management Committee• Approve the processes and guidelines for the use and protection of the university brand, name and

reputation• Take action to rectify breaches of policy or address disputes

• Deputy Directors, Office of Corporate Affairs

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Role/ Decision/ Action Responsibility

Ensure processes are developed and implemented in support of this policy are aligned with this policy at all times and are regularly reviewed and revised in a manner that facilitates their continuous improvement

Deputy Directors, Office of Corporate Affairs

Ensure staff comply with the Brand Guidelines

• Deans • Faculty Executive

Directors • School Executive

Directors • Division Heads

7. DEFINITIONS

Brand mark means the university logo, logo elements,devices, emblems, images, colours or typefaces thatindicate or imply university ownership or interest. Thisalso includes subsidiary university brands and logos (e.g.‘I am UTM’, ‘UTM my Home’, etc) in accordance with theBrand Guidelines.

General authorisation means use of the brand mark inaccordance with the Brand Guidelines.

University logo means the unique combination of theUniversiti Teknologi Malaysia emblem, the acronymUTM and the words ‘Universiti Teknologi Malaysia’.

POLICY APPROVER

University Management Committee

POLICY STEWARD

The Office of Corporate Affairs, UTM

REVIEW

This policy is to be reviewed by

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INTRODUCTION

This Branding Guideline is intended as an add-ondocument to complement branding documents foundon www.brand.utm.my

This policy provides additional suggested policies thatare not covered in previous documents and they are:• I am UTM• Trademark licensing• Co-branding• Photography• Videos• Social media

1.0 I AM UTM

The “I AM UTM” brand is designed to awaken the senseof ultimate pride in our Alma Mater, Universiti TeknologiMalaysia. It focuses on the definition of a university as

being not just brick and stone but the very people in it.The campaign does not just focus on the researchers/lecturers but will also include postgraduate students,undergraduate students, and staff. This way, everyone inUTM is invited to feel they have an equal stake in theuniversity and belong to it. People outside UTM will beable to relate to the people in UTM, where youngpotential students can see UTM students of similar agebeing showcased and mature students and potentialstaff/ researchers see where they could be and who theycould be if they become part of UTM.

1.1 The brand logo

The campaign utilises the I AM UTM logo to brand anyactivities, achievements or people, who bring pride to theuniversity. It can be applied to any appropriate media -digital, print and clothing.

Appendix 2: UTM Branding Guidelines

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http://www.brand.utm.my/

Any materials that use the I AM UTM logo must follow theguidelines below:• Vetted for proper language and appropriateness• High quality image• Must answer the questions “Does he/ she look proud of

his/ her contribution to UTM?” and “Does this make meproud?”

2.0 TRADEMARK LICENSING

Trademark licensing protects and promotes thenames, marks and logos of Universiti TeknologiMalaysia and is administered under the HEK, UTM. Allmerchandise containing the UTM or ‘I AM UTM’ logoneed to apply for licensing rights, which could beobtained from www.brand.utm.my.

The logo utilises two typefaces, the first being a fonttraditionally used for logos, especially in schools with astrong sports tradition. The latter half utilises theBaskerville font used in the UTM logo to retain theassociation to the UTM brand. The colours that areutilised in the logo are the UTM colours of Maroon andsand.

1.2 General guidelines

The ‘I AM UTM’ brand is used for images ormerchandise that focus on staff, researchers or studentsfrom UTM and can also be used for UTM alumni. Forexample, a photograph that focuses on a buildingshould not use the I AM UTM brand. A photograph of aresearch product should not use the I AM UTM brand.However, a photograph of the researcher/ staff/student that tells the story of the product or buildingshould use the I AM UTM brand.

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http://www.brand.utm.my/

3.0 PHOTOGRAPHY

Professional-grade photography is essential to marketingthe UTM brand. The university currently has adecentralised policy regarding photography, where photo-taking and other photography services fall under theresponsibility of the individual schools/ colleges/ facultiesetc. Nevertheless, university events are normally coveredby photographers from the HEK.

3.1 Optimisation of photographs by all UTM appointedphotographers

All photographs taken by UTM-appointed photographerseither with UTM-owned equipment and/ or within workinghours and/ or on assignment belong to UTM, and will beput under the care of the HEK. All photographs will be keptin a shared cloud drive to enable common access.

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5.2 Distribution

YouTube and other online video channels enforcecopyright for music in all uploaded videos. Even music towhich UTM has rights may be “flagged”, preventingviewing of the video. After a limited number of “flags”, theonline channel may discontinue support for the university,so it is imperative copyrighted music not be included onvideos uploaded to YouTube, Video and other videoservice providers.

5.3 Commercials/ Public Service Announcements

All broadcast videos are to be reviewed and approved bythe HEK before distribution to media outlets for air.

6.0 SOCIAL MEDIA

The HEK oversees the central social media pages of UTM,helping students, Alumni, faculty, staff and fans stayconnected and up-to-date on events and news. Staffcultivates conversations, provides exclusive content forchannels like Facebook and Twitter and monitorsemerging social media trends.

The social media team provides overall guidance andworks with faculties and units across all two campuses todevelop effective messages for social media outlets,consistent with plans developed by the marketing servicesstaff.

6.1 Policies

Employees managing and/ or posting on behalf of theuniversity on official social media accounts are generallyexpected to adhere to the same standards of conductonline as anywhere else in the workplace. All UTMpolicies apply to social media outlets to the extentapplicable.

When a unit, department, programme or other authorisedeffort of the university desires to open a social mediaaccount, that account may only be opened and operatedas an official university social media account.

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6.2 Best practices

6.2.1 Create a management method

Designate at least two content managers for each socialmedia account. This makes it easier to keep the socialmedia account active and up-to-date. If applicable, use ageneral email address and phone number instead of anindividual’s direct line when providing contactinformation.

Create a flexible schedule for posting timely content thatis relevant to your unit. To develop a consistent flow ofcontent, determine when and what you will post.

6.2.2 Manners matter

Remember: Everything you post is public. The contentthat you post reflects on the university. Post respectfullyand responsibly. If you are ever unsure about theappropriateness of the materials to be shared on socialmedia, check with your unit’s supervisor. If still unsure,contact the HEK.

Use correct grammar and write in complete sentenceswhenever possible. Never write with all the letterscapitalised.

Avoid jargon and institutional language. Abbreviationsare sometimes necessary to meet word limits, but donot overdo it. Do not use unprofessional abbreviations,such as “u” or “r”.

6.2.3 Post content that is meaningful and relevant toyour unit

Think about how the content might advance your unit’sinitiatives and goals. Do not post about trending Internetmemes, photos or videos. Write in a manner thatrepresents your whole unit. Use “we”, “our” and otherinclusive words. Keep content fresh. Provide regular andtimely updates but don’t overdo it. Keep in mind what isappropriate for the specific social media outlet that youare using.

6.2.4 Interact with users

Post content that encourages feedback and positiveinteraction. When possible and appropriate, includevisual content - such as photos and videos - to increaseengagement. Be friendly, helpful and informative.Connect users with resources. Link back to contentthroughout the UTM website to drive traffic back to the

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university. When sharing news about your unit, provide alink to the university’s news release or officialannouncement rather than providing a link to a mediaoutlet.

6.2.5 Be accurate

Make sure you have all the facts before you post. Double-check everything for accuracy. Link to your sources whenyou can and give credit to other university units when youinclude their updates on your site. Correct errors quicklyand visibly. Posts often include timestamps and users willbe able to see how quickly you respond.

6.2.6 Focus on UTM

Do not comment on other institutions or legal matters. It islikely that people will post negative comments on yoursocial media outlet, but you should respond to themprofessionally. Be respectful of others’ opinions and do not

suppress disagreement. Use it as an opportunity to correctmisinformation and turn a negative into a positive.

Delete profanity and other offensive content. Considerposting this policy on your social media account to informusers.

6.2.6 Focus on UTM

Do not comment on other institutions or legal matters. It islikely that people will post negative comments on yoursocial media outlet, but you should respond to themprofessionally. Be respectful of others’ opinions and do notsuppress disagreement. Use it as an opportunity to correctmisinformation and turn a negative into a positive.

Delete profanity and other offensive content. Considerposting this policy on your social media account to informusers.

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INTRODUCTION

The purpose of focusing on UTM web branding is toensure the accuracy, uniformity, image and educationalbrand of the university, by presenting a set of minimumstandards and guidelines for the website of every faculty,departments, schools, units, institutes and group in UTM.

WEB POLICY

1.0 Copyrighted materials

1.1 Ensure to have permission to use any materialpublish from the author or photographerconcerned. Be aware that rights for webpublication need to be negotiated separatelyto rights for print publication. There may be areproduction fee for use of text orphotographs. Ensure that material is creditedappropriately.

1.2 Malaysian Copyright Act 1987 – Amendment1997 [Reprint -2001]

1.3 The Amendment Act makes unauthorizedtransmission of copyright works over the Internetan infringement of copyright.

1.4 WebPages should display the following:Copyright 2009 © Universiti Teknologi Malaysia.All rights reserved. (The HTML character code forthe copyright symbol © is: &#169)

1.5 Videos and pictures

1.5.1 The copyright of a graphic work, photograph and video belongs to the photographer. But if he/ she has been commissioned to take private or domestic photos then the person who commissioned them has the right to prevent copies being issued to the public.

1.5.2 Credit sources where necessary.

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1.5.3 The HEK will be responsible for maintainingan approved library of graphic elementsand photographs for use by webmasters/web developers/ web assistants on theofficial template pages.

1.5.4 Web masters/ web developers/ webassistants who have photos other thanthose in the file they wish to use can bringthem to the office for approval andscanning. The office also will approve newgraphics or help assistants develop newgraphics as necessary for addition to thewebsite library.

1.6 Multimedia

1.6.1 Every multimedia element that is use inUTM website must not express any issuesthat are sensitive to any individual, race,community or religion.

1.6.2 Content of the multimedia on the websitemust not contain elements that againstthe law either university national law orinternational law.

2.0 Licensed material

2.1 Ensure to take care of materials licensed to the university by their owner, for example, software licensed to UTM from cyberubp.utm.my and antivirus softwareprovide by antivirus.utm.my. These materials are licensed and controlled to use within the university.

3.0 URL (Uniform Resource Locator) & Domain names

3.1 All university entities are required to publishtheir web content solely on the utm.my URL tocontribute to the ranking of the university web.

3.2 URLs must be all lower-case.

3.3 URLs should not contain underscores.

3.4 URLs should not combine two words into one.

3.5 Since colleges, departments and other units area subset of the university, domain names areexpected to reflect an association with theuniversity, a unit or a service to the university.

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3.6 The URL naming nomenclature is as follows:

Entity ULR naming nomenclature

Faculty, SPS, CTLead, RMC, PSZ, SPACE and Research Alliances

entity.utm.my i.e. fbb.utm.my

Departments under faculty faculty.utm.my/department or department.faculty.utm.myi.e.: fsksm.utm.my/gmm or gmm.fsksm.utm.my

Offices/ strategic units in UTM office.utm.my or www.utm.my/office

Official Associations/ Clubs for staff www.utm.my/clubname i.e. www.utm.my/wangi

Official Associations/ Clubs for students www.utm.my/clubname i.e. www.utm.my/kelabstaf

Website for events/ Forum/ Workshop/ Conference

www.utm.my/event i.e. www.utm.my/citra-karisma

3.7 All services and information that are not within the official functions of the university may not use utm.my andmust use a domain name other than utm.my. Trade names, trademarks, symbols, logos or other identities of thirdparties, including active links to .com, .tv, .biz, .net and other commercial websites, may not appear on any utm.mydomain web sites, unless prior written authorisation is granted by the HEK.

4.0 Advertising

4.1 Third-party advertising or commercial promotion from non-UTM group/ organisation/ individual is not allowed onthe university network or on UTM web sites.

4.2 All UTM official/ legal advertising web pages are subject to the policy for copyright materials.

4.3 No sales of porn-related items, material are allowed in any of the university advertising webpage.

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5.0 Private business

5.1 The use of the university website, IP and network is restricted to university’s activities, information anduniversity’s business and not for the benefit of private individuals or other organisations withoutauthorisation.

5.2 Website content related to personal businesses and activities are prohibited.

5.3 Faculty, staff and students are not permitted to use a university server to host private business othercommercial web sites.

6.0 Content

6.1 Content of the website must not contain elements that against the law, either university, national lawor international law.

6.2 Web managers are allowed to modify/ change/ remove contents which is not appropriate for thesecurity or for effectiveness of web usage.

6.3 Any website must not have any contents related to political issues. Web owner will be liable for anypolitical issue in their website.

7.0 Web accessibility

7.1 To ensure that websites must be made accessible to the widest range of users including those withdisabilities who may be using a range of assistive technologies to read web pages. It is important thatinformation about courses and studying at the university is accessible to all.

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8.0 Disclaimer

8.1 Every website must include at least 3 sentences of disclaimers to specify or delimit the scope of rights andobligations that may be exercised and enforced

8.2 A disclaimer is a statement denying responsibility intended to prevent civil liability arising for particular actsor omissions of using the UTM website

9.0 University brand

9.1 The official UTM logo/ logotype will be used only on official University pages and is not to be changed in anyway

9.2 The UTM logo must be used in web banners and also on the event banners on web. Banners must use thecorporate color of UTM and illustrate the corporate identity of the university

10.0 Web social media

10.1 Social Media/ Online Tools and Services including Flickr, YouTube, Facebook, MySpace have great potential aswell as great dangers

10.2 Do not use for/ on illegal, crude, rude, crass and appropriate things

10.3 Do not copyright infringe or plagiarize or download anything illegally

10.4 The entire university social media channels must refer to the university copyright material in this policy

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WEB DEVELOPMENT GUIDELINES

1.0 CONTENT WRITING

1.1 At least one person per department or college should have overall responsibility for the content of a website

1.2 Website managers have a responsibility to ensure that all those authoring university website materials keepsuch material up to date and that they do not put inappropriate material onto the internet

1.3 Include words and phrases, especially within the headings and first few paragraphs, which the target audiencewould use

1.4 Check for any copyright issues when using third party content such as images and text and credit sources wherenecessary

1.5 Elements, menus and content should be consistent for every page following the main page

1.6 Every main page of websites should have statement which informs that it is the official/ unofficial website of theunit/ department/ school/ group. (e.g. ‘Official Website of UTM Chemical Engineering Department’)

1.7 It is recommended to make sure that websites to have the introduction, current news/ events, organizationalchart, staff directory and the contact details of the webmaster that controls the content of the website

1.8 Site information must be accurate and up-to-date. Make sure it is reviewed regularly. Out-of-date names, dates,and other facts do not help users and also reflect poorly on department and the university.

2.0 LANGUAGE

2.1 Every web page in UTM should use English language for the content and may have options for other languageespecially on the main page.

2.2 Keep your pages short – cut unnecessary text wherever possible or split long pages into several shorter ones.

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2.3 All pages must be free of spelling errors. In addition to using a spell-checker, proofread material carefully and have a“second set of eyes” review it too.

3.0 CONTACT INFORMATION

3.1 Top-level pages must include complete contact information for the unit (address, phone, fax and email) or a clearlyvisible link to that information. At least one person per department or college should have overall responsibility.

3.2 Each page must have an email address or a link to the person or group responsible for maintaining the page.

4.0 SEO - SEARCH ENGINE OPTIMISATION

4.1 Keywords and phrases

4.1.1 Focus on the needs of the target audience. Emphasis on words and phrases that the target audiencewill use to search for interested pages at the website.

4.1.2 Some search engines pay more attention to words and phrases that are near the top of a page, soinclude key words and phrases, especially within the headings and first few paragraphs.

4.2 Title tag: <Title></Title>

4.2.1 Words in the title tag are very important especially in determining the ranking of the webpage bysearch engines.

4.2.2 Ensure that the most important keywords are used in the title tag for each individual page on your siteand the closer they are to the front of the tag, the better.

4.2.3 Use brief but descriptive titles.

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4.2.4 Most search engines use the text within the title tag as the link text to your page. It is also usedas the title by web browsers and when book marking a page, so it needs to make sense.

4.3 Links with relevant websites

4.3.1 The more websites that link to your pages the better your search engine ranking will be.

4.3.2 Where you can control the links to your pages, other sites should use the keyword(s). For example:‘See our job vacancies’ not ‘for job vacancies “click here”.’

4.4 Text links (<a href>linkto</a>) and Image alt=”linkto” Tags

4.4.1 Label text links descriptively. For example: use ‘View the Undergraduate Prospectus’, not ‘to viewthe Undergraduate Prospectus “click here”.’

4.4.2 This is also the case for image alt tags. Enter text that is relevant to the image, or if you are usingit as a link, indicate where it will take you such as: alt=’View the Undergraduate Prospectus’.

4.5 Meta Description Tag <meta name=”description” content=” “/>

4.5.1 This tag allows you to write unique descriptions for search results. It appears just below the textlink on search result listings and is a good way of informing someone who has performed asearch what can they can expect to find on your pages.

4.5.2 It’s best to keep descriptions short and to the point.

4.5.3 Not all search engines will use your description. Google for example will create its own based onyour page’s content.

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4.6 Metadata

4.6.1 Attention should be given to metadata (information about a web page included within the head tags)for searching purposes. Ensure your title tags are in place, and are as descriptive as possible (example:UTM Language Department: About Us).

4.6.2 Every naming for department/ unit/ faculty/ offices websites must include ‘UTM’. (example: UTM Officeof Student Affairs, UTM Department of Bioprocess Engineering, UTM Web Unit, etc.)

4.7 Content

4.7.1 Update and add new content to the web pages on a regular basis.

4.7.2 Put more interesting content that may get audience to the page.

4.7.3 It is highly recommended to have sitemap for website.

4.8 Layout

4.8.1 Frames should not be used on any official page.

4.8.2 Nested should not be used on any official page.

4.9 Dynamic content

4.9.1 Non-text materials cannot be read by screen readers and text-only browsers. Text alternatives must beprovided for any dynamic content. (Provide text equivalents for all other non-text items)

4.9.2 Provide equivalent alternatives for any multimedia presentation and synchronize these alternatives withthe presentation.

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5.0 BROWSERS

5.1 All pages should be reviewed in other common browsers no matter the market share to be sure that the information contained on the page is accessible outside of the supported browsers.

i. Firefoxii. Safari

iii. Internet Exploreriv. Opera

6.0 CODING

6.1 WCS Website Compliance Review form (MS Excel, PDF)

6.2 Pages should be functional without Java, Javascript, CSS and Flash or browser specific tags. Thesefeatures can be used to enhance functionality, but must not be required and the page should degradegracefully when they are not present.

6.3 Cascading Style Sheets are strongly recommended for both appearance and layout.

6.4 Frames should not be used. The use of frames reduces the audience from search engine findings.

7.0 FONTS

7.1 Choose fonts that are easy to read for users with low vision.

7.2 It is recommended to use Cascading Style Sheets (CSS) to control fonts.

7.3 Font face should degrade gracefully. Whether you’re using CSS or font tags, code with alternativechoices. A good example would be “Arial, Helvetica, Lucida Sans, Verdana”

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7.4 Do not use more that three (3) different font face in a web page.

7.5 Avoid using CSS to specify specific font sizes in body content. If font sizes are fixed users of Internet Explorer onWindows will be unable to adjust the size. It is fine to use percentages, or small/ medium/ large.

7.6 If you use style sheets, make sure the content makes sense without the style sheet.

8.0 GRAPHICS AND COLOUR

8.1 Make the file size of graphics as small as possible. Use jpg format for photos and gif format for other artwork.Resolution should be 72 dpi. Total page download time should not exceed the equivalent of 9 seconds atspeeds comparable to a 56K modem (benchmarked by Adobe Dreamweaver CS4)

8.2 Animated images should be kept to a minimum in occurrence and length of time.

8.3 Choose colors that can be distinguished by people who are colorblind. When choosing backgrounds and colors,make sure that color combinations are effective.

8.4 Ensure that foreground and background color combinations provide sufficient contrast when viewed bysomeone having color deficits or when viewed on a black and white screen.

8.5 Do not use contrast combination of more than 3 colors per page for fonts/ background.

8.6 Text colors should contrast to the color of the background.

8.7 Every website must include character of corporate identity of UTM and the unit/ department/ office/ group.(eg. UTM logo)

8.8 It is recommended to use UTM’s corporate color or related theme color related to business of the unit/department. A good example would be blue color for Institute of Water, etc.

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9.0 CUSTOM ERROR PAGE

9.1 A customized error page for your website will enable you to offer possible solutions to why a page is not visibleto a user. Without one in place, the user’s browser will provide its own generic error page, which would not beas informative about other options to try to rectify the problem.

10.0 FLASH

10.1 Flash movies should only be used as an enhancement to a website. The site MUST be functional without Flash.

10.2 Flash movies should be published for the lowest flash player possible to ensure that the highest number of userscan enjoy the work.

11.0 MULTIMEDIA

11.0 Multimedia files for moving graphics, audio, audio/ visual or interactive content should be backed up with anTML version for users who cannot view the content in any of these formats

11.1 Use/ put rich files from file type .doc, .ppt, .pdf and .ps only. Other file types such as .docx and .pptx may not beusable to be viewed by certain by viewer.

12.0 ACCESSIBILITY

12.1 Website managers have a responsibility to ensure that their sites are accessible to those with disabilities whomay be using a range of assistive technologies (e.g. screen readers or screen magnifiers) to read web pages. Itisimortant that information about courses and studying at the university is accessible to all.

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INTRODUCTION

The guideline for the publication of UTM promotional and publicity materials is formulated in order to assist the HEKand/ or relevant units/ divisions/ faculties/ student organisations to produce promotional and publicity printed materialsin accordance with the provisions and regulations related to the university’s promotional and publicity printed materials.

The guideline acts as one of UTM’s brand positioning initiatives. It promotes best practices that positions the universityin the best positive way and provides a standard model for the UTM community in preparing quality publications for thepublic.

The guideline also serves as a reminder for the UTM community on their responsibility in disseminating clear, accurateand truthful information pertaining to UTM to the public. It also ensures uniformity of UTM promotional and publicitymaterials in terms of look and feel, regardless of the units/ divisions/ faculties/ student organisations in charge ofdesigning and publishing the promotional and publicity materials.

1.0 TYPE OF PROMOTIONAL AND PUBLICITY PRINTED MATERIALS

• Annual Report• Corporate Promotional Materials• Bulletin/ Magazine• Corporate Advertisement

• Brochure/ Leaflet• Banner, Bunting, Backdrop and Billboard• Notice/ Poster• Template/ Sample of PowerPoint presentation

Appendix 4: Guidelines for Publication

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3.0 STANDARD OPERATING PROCEDURES

Subject to types of publication, including university-level publications and publications that are considered high priority, theHEK will facilitate in the following publication processes with the consent and approval from the Director of Corporate Affairs:

3.1 Editorial

• Development of title/ theme and planning of publication• Identification of editor(s)/ writer(s) at UTM units/ divisions/ faculties/ student organisations for the purpose of data

collection• Proofreading manuscript in terms of content, spelling, sentence structure and writing style. If the content is deemed unfit

for printing or requires major revisions, the manuscript will be returned to the writer(s)

3.2 Design

• Manuscripts that have been proofread will be submitted to the graphics design team• The team, comprising of the editor and designer will identify the concept of publication, visuals and illustrations to be

included in the publication, pagination, jacket design, colour selection and the number of pages of the publication• A galley, or a camera-ready version of the publication will be created and submitted to the editor for proofreading. The

editor will inform the design team on the minor corrections to be made • The corrected galley will be converted into PDF format and submitted to publisher for printing

3.2 Publication

• The publisher will print copies of the publication, following the specifications submitted, such as size of publication, typeof paper, style of binding and the total copies required for printing

• The price of the publication is subjected to the overall printing cost • The published works will then be marketed or distributed to its targeted audience

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4.0 CONTENT OF PROMOTIONAL AND PUBLICITY PRINTED MATERIALS

• The theme of the promotional and publicity printed material must be appropriate with the intended activity/ product/ message. It will not abuse the trust nor exploit the knowledge and experience of prospects. It will not predetermine nor typecast a particular ethnic group/ race or gender based on employment, traditional values and background

• The content of promotional and publicity printed materials must:• Contain accurate, truthful, clear and up-to-date information which can be substantiated by data or reference

materials• Encourage the practice of courtesy and noble values among different age and ethnic/ race groups in Malaysia in

general and of UTM in particular• Take into account the sensitivities of various ethnic groups/ races and are non-discriminatory in nature

• Statements, visuals or illustrations of the following are highly encouraged:• Reflect a positive outlook of the multicultural society• Depict the faces of various ethnic groups/ races• Clear and conspicuous backgorund colours and illustrations• In line with government policies and national development objectives

• All materials must be checked for language accuracy and appropriateness. Wherever possible, references should be made to government bodies tasked to manage national language literature, such as the Dewan Bahasa dan Pustaka (DBP)

• Publication materials in other languages can only be used in events with an international audience. The translated materials must have the same meaning with that of the original text

• If the national language is used concurrently with other languages in promotional and publicity printed materials, wordings in the national language must be displayed in bigger fonts and highlighted in terms of visual emphasis and positioning as compared to wordings in other languages

• The placement and positioning of the UTM logo must be taken into consideration at all times. The logo must be prominently featured and given additional emphasis in the promotional and publicity printed materials

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• The typeface and font size used must match the message conveyed. The promotional and publicity printed materials may use more than two font types in one design but the font size has to be clearly distinguished based on the information to be communicated

• Contrasting colours attract attention and facilitates the visibility of the information to be communicated. The letters must be in contrast to the background in terms of shapes and colours

• The order of presentation, the spacing and the use of letters must be appropriate to cause. Closely interspersed letters clutters the design, making the messages difficult to read

• The cost of promotional and publicity printed materials must take into account the reach of publication, the number of readers as well as accessibility of promotional and publicity printed materials by target audience

5.0 DEFINITIONS AND SCOPE

Type Operational definition Scope

Annual Report A comprehensive report on organisationalperformance in its core business for the past one year. This report is a consistent documentation process, and can be used as a medium in promoting and marketing of an organisation to its stakeholders.

• Corporate information• Background• Chairman’s report• Performance report• Related reports on government aid• Financial analysis

Corporate promotional materials

Publications that feature up-to-date information on a unit/ division/ faculty/ student organisation, which are used as promotional materials.

-

Notice/ Poster Publications that aim to inform, remind, communicate or promote products that are able to attract attention, deliver messages effectively and quickly with simple and clear designs.

• Main topic• Brief description/ tagline/ slogan• Illustrations• Contact details of product/ service provider

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Type Operational definition Scope

Bulletin/ magazine

Periodical publication materials produced by the faculty/ PTJ in printed form or online.

• Nameplate of bulletin/ magazine• Table of content• Editorial team • Content - in the form of news, articles or reports, in

clearly defined headline and subline• Visuals and illustrations complete with caption• Each page should be numbered

Corporate advertisement

Publications that are disseminated either online or in print, which intend to highlight insights and opportunities to the target audience.

• Clear objective • Identify a main message to be shared with the

audience• Engage the audience in a dialogue• UTM brand is featured prominently in advertisement • Contact details of product/ service provider

Brochure/ leaflet

Publications that are commonly used to promote products or events.

• Brochure/ leaflet fold (bi-fold/ tri-fold) • Clear theme and topic used• Text in support of the theme and topic• Illustrations relevant to the theme and topic used.

Captions must be included in all illustrations. • Appropriate use of design, colour and placement of

lettering and illustration

Banner, Bunting, Backdrop and Billboard

Publications that feature basic information about a product or event, that are placed at strategic locations or at the venue of the event

• Main topic• Brief information about the product or event• Date, time, venue • Contact details of product/ service provider

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6.0 IMAGE SELECTION

• Images play essential role in any publication. They are used as material for recording and documentation purposes.

• When selecting an image, the following should be considered:• Attractiveness, distinctiveness and uniqueness• Photograph looks natural, rather than artificial or acted out• Content is comprehensive and adequate• Image narrates or explains an event • The aesthetic value of the image used

• The selected image must leave a strong and deep impression on its target audience

• The resolution of images used for display on websites is 72 dpi, while for lithographic printing is 399 dpi

• Do not crop or edit images if the outcome appear odd or awkward. In the event of editing images/ photographs with captions, avoid cropping words that might convey the wrong message to the targeted audience

• Permission or approval must be obtained if the images used are from a secondary source in order to avoid issues related to copyright and intellectual property

• Images should not be used multiple times

• Images should not be included to fill up space as they intend to convey particular messages to the targeted audience

• Images can be reworked or retouched in order to enhance the overall quality of the image. However, excessive reworking that results in drastic physical change of an image is strictly prohibited

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7.0 RESPONSIBILITY OF THE UNIT/ DIVISION/ FACULTY/ STUDENT ORGANISATION

News, facts and figures and other related information must be verified and endorsed by the Head of Department before being submitted to the HEK.

8.0 RESPONSIBILITY OF THE HEK

The HEK has the authority to:• Give directive to any unit/ division/ faculty/ student organisation to prepare for publication of promotion and

publicity printed materials • Instruct the unit/ division/ faculty/ student organisation concerned to alter, add, change, revoke or amend printed

materials which have been printed, published, broadcasted or distributed• Order suspension of printing activities if there are reasons to suspect that the promotion and publicity printed

materials do not follow this guideline

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The curation team:Masputeriah Hamzah, Zaleha Abdullah, Nor Azman Ismail, Abdullah Mohd. Nawi, Hadina Habil, Siti SalamahMohd Shihab, Norizan Salleh, Sabri Ahmad, Mohd. Faizal Abdul Jalal, Zalawati Sufian, Nor Idiana Hamidi,Azlina Siron, Mohd. Sharul Hafiz Razak, Norfarhawa Khairi, Su Zalpha Mohamed & all HEK team

Copywriter: Doria Abdullah

Design and publication: Creative Media Team, HEK

… and those who have indirectly contributing to the cause

Acknowledgements

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