---

MISA CORPORATION

Master Brand Guidelines

Version: 1.0
Date: March 23, 2026
Classification: Confidential — Internal & Authorized Partners Only
Owner: MISA Brand Team

---

This document is the single source of truth for the MISA brand. It governs all visual, verbal, and experiential expressions of the brand across every market, product, and touchpoint. All teams — internal, agency, and partner — must adhere to these guidelines.

---

Table of Contents

• Executive Summary
• Chapter 1: Brand Audit & Research
• Chapter 2: Brand Foundation
• Chapter 3: Visual Identity System
• Chapter 4: Voice & Tone
• Chapter 5: Brand Applications
• Chapter 6: Co-branding & Sub-brand Rules
• Chapter 7: Agency Playbook & Asset Handoff
• Chapter 8: Localization Guidelines
• Chapter 9: Kit Packaging & Governance
• Closing: Next Steps & Implementation Roadmap

---

Executive Summary

MISA Corporation, founded in 1994, is Vietnam's leading business management platform company, serving over 400,000 businesses, 80,000+ government organizations, and 3.5 million individual users. With 2,000+ employees, 60+ integrated products, and a presence in 22 countries, MISA stands at a pivotal moment: the transition from a dominant domestic brand to a credible international player.

This Master Brand Guidelines document was created to address a critical gap — MISA had zero formal brand guidelines prior to this initiative. The Brand Audit (Chapter 1) revealed an overall Global Readiness score of just 2/10, with brand architecture chaos, inconsistent visual identity, and English content that read as machine translation rather than native localization.

These guidelines establish:

• Brand Foundation — Purpose, mission, vision, values, personality, and a three-tier brand architecture (Branded House for AMIS, Endorsed Brands for standalone products, and Sector Platforms for government/healthcare/education).
• Visual Identity System — A complete system covering logo, color, typography (Inter), imagery, grid, motion, and design tokens.
• Voice & Tone — Four pillars (Clear, Confident, Human, Helpful) with a context-sensitive tone matrix and bilingual guidelines for Vietnamese and English.
• Brand Applications — Specifications for every touchpoint: print, digital, presentations, environmental, and merchandise.
• Co-branding & Sub-brand Rules — How to manage the MISA brand alongside partners and across the product portfolio.
• Agency Playbook — Everything an external agency needs to execute on-brand work without guesswork.
• Localization Guidelines — Cultural, typographic, and formatting standards for international expansion.
• Governance — Roles, audit cycles, compliance enforcement, training plans, and KPIs to sustain brand consistency over time.

The recommended tagline for MISA's global positioning is "Business, simplified." — a concise expression of the brand promise that applies across all products and markets.

---

Chapter 1: Brand Audit & Research

Date: March 23, 2026
Scope: Comprehensive audit of MISA's current branding state, serving as the foundation for these brand guidelines

This chapter documents the starting point — where MISA's brand stands today, the gaps identified, and the strengths to build upon. Every recommendation in subsequent chapters traces back to the findings here.

---

1.1 Corporate Overview

---

1.2 Current Visual Identity Assessment

1.2.1 Logo

• Current logo: Wordmark "MISA" with graphic symbol
• Primary color: Blue — common in the SaaS/fintech industry
• Variants: No systematic set of variants (horizontal, vertical, icon-only)
• Issue: Logo lacks a distinctive asset — it reads as a generic blue SaaS brand

1.2.2 Color

• Primary: Blue (multiple inconsistent shades across products)
• Secondary: Not clearly defined
• Accent: Each product uses its own accent color with no system
• Issue: No unified color system, no standardized Pantone/CMYK values

1.2.3 Typography

• Current state: No custom typeface; generic fonts in use
• Issue: No typography hierarchy; products use different fonts
• Benchmark: Uber has a custom typeface; Salesforce has Salesforce Sans — MISA has neither

1.2.4 Imagery & Visual Style

• Current state: Stock photos and illustrations with no consistency
• Issue: No art direction, photography guidelines, or illustration system

---

1.3 Product Portfolio & Sub-brands

Tier 1: Enterprise Platform — AMIS

Tier 2: SMB Products (Standalone Brands)

Tier 3: Government & Sector Platforms

Tier 4: Consumer Products

1.3.1 Brand Architecture Issues

Naming chaos:
- 4+ different naming conventions: MISA X, AMIS X, meX, standalone names (CukCuk, Bamboo, Panda)
- No clear logic for when to use "MISA" vs "AMIS" vs standalone prefix
- International users cannot understand the relationship between products

Visual inconsistency:
- Each product has a separate identity with no family feel
- AMIS modules use many different visual styles
- CukCuk branding is completely disconnected from MISA

---

1.4 Brand Positioning Assessment

1.4.1 Messaging

• Vietnamese tagline: "Nen tang quan tri doanh nghiep hop nhat" (Unified business management platform)
• English tagline: No clear English tagline exists
• Value proposition: "Make In Vietnam" — pride in Vietnamese-made products
• Issue: "Make In Vietnam" is a domestic USP, NOT an international selling point

1.4.2 Mission / Vision / Values (as publicly stated)

• Mission: Provide leading software and technology services
• Vision: Become a leading technology corporation in Southeast Asia
• Values: Not clearly articulated on the website
• Issue: Mission/Vision too generic — does not differentiate from any tech company

---

1.5 Digital Presence Audit

1.5.1 Website

1.5.2 Social Media

1.5.3 App Store

• Multiple apps on App Store / Google Play
• Visuals are inconsistent across apps
• Descriptions have low translation quality

---

1.6 Competitor Benchmark

1.6.1 Branding Maturity Comparison

1.6.2 Lessons from Competitors

Salesforce: Cloud naming system (Sales Cloud, Service Cloud...) — MISA should adopt a similar approach for AMIS modules.

Atlassian: Redesigned 14+ product logos — designed each individual logo FIRST, then unified the style. Lesson: do not force unification prematurely.

Xero: From a small New Zealand company to global SMB accounting leader. Strategy: single product, single brand, localize messaging (not visual). MISA should learn from this for CukCuk.

Zoho: 55+ products, emerging market origin, competitive pricing. Uses "Zoho One" bundle. MISA can learn the bundling model.

Freshworks: Rebranded from "Freshdesk" to "Freshworks" + "Fresh[X]" prefix for all products. Driver: cross-sell. MISA should consider a similar approach.

---

1.7 GAP Analysis — 5 Critical Gaps

Gap 1: No Brand Guidelines

• Current state: Zero published brand guidelines documents
• Impact: Agencies/partners cannot implement the brand correctly
• Severity: CRITICAL
• Benchmark: 100% of competitors have brand guidelines

Gap 2: Chaotic Brand Architecture

• Current state: 4+ naming conventions with no consistent logic
• Impact: International customers cannot understand the product lineup
• Severity: CRITICAL
• Benchmark: Freshworks solved this with "Fresh[X]" rebranding

Gap 3: English Content Is Translation, Not Localization

• Current state: Reads like Google Translate; Vietnamese-English tone
• Impact: Loses credibility on first contact with international prospects
• Severity: CRITICAL
• Benchmark: Freshworks rewrote all content to "sound less Indian"

Gap 4: LinkedIn Is Nearly Non-existent (~108 followers)

• Current state: A B2B SaaS company with 2,000+ employees has only 108 followers
• Impact: Zero brand awareness in the international B2B community
• Severity: HIGH
• Benchmark: Zoho 1M+, Freshworks 500K+

Gap 5: No Distinctive Visual Asset

• Current state: Generic blue SaaS look with no ownable element
• Impact: Not differentiable in the global market
• Severity: HIGH
• Benchmark: Salesforce (cloud icon), Atlassian (gradient system), Xero (turquoise + "beautiful accounting")

---

1.8 Strengths to Build Upon

---

1.9 Overall Assessment

BRANDING MATURITY SCORECARD — MISA Corporation

Brand Strategy         ██░░░░░░░░  2/10  — Generic, not differentiated
Brand Architecture     █░░░░░░░░░  1/10  — Chaotic naming/hierarchy
Visual Identity        ███░░░░░░░  3/10  — Logo/colors exist, no system
Verbal Identity        █░░░░░░░░░  1/10  — No voice/tone guidelines
Digital Presence       ███░░░░░░░  3/10  — Website OK domestically, weak internationally
Brand Governance       ░░░░░░░░░░  0/10  — Zero guidelines, zero governance
International Ready    ██░░░░░░░░  2/10  — CukCuk has presence but brand is not ready

OVERALL: 2/10 Global Readiness

Conclusion: MISA has an extremely strong product foundation but near-zero brand infrastructure. This represents a major opportunity — building it right from the start will create clear competitive advantage as MISA goes global.

With the audit complete and gaps clearly identified, the following chapters lay out the comprehensive brand system designed to close every one of these gaps.

---

Chapter 2: Brand Foundation

Objective: Establish the strategic brand foundation for MISA on the international stage
Based on: Brand Audit (Chapter 1) + Hybrid 3-tier Brand Architecture

This chapter defines who MISA is at its core — the purpose, personality, values, and architecture that inform every decision in the chapters that follow.

---

2.1 Brand Purpose — Why MISA Exists

Brand Purpose Statement

"Empower every business to thrive with technology that simply works."

Breakdown:
- Empower — Not selling software, but enabling businesses
- Every business — From micro-business to enterprise, accessible to all
- Thrive — Not just operate, but grow and succeed
- Simply works — Contrasts with complex enterprise software. Simplicity is MISA's DNA.

Why Not "Make In Vietnam"?

• "Make In Vietnam" is a source of domestic pride, but NOT a selling point for international customers
• International customers do not buy because a product is "Made in Vietnam" — they buy because it solves their problems
• Keep "Make In Vietnam" for internal culture and domestic marketing, but DO NOT use it as the international brand purpose

---

2.2 Mission / Vision / Values

Mission

"To make business management simple, accessible, and intelligent for organizations of all sizes."

• Simple: Transform complex business processes into simple experiences
• Accessible: Pricing and UX suitable for SMBs, not just enterprise
• Intelligent: AI-powered, not just digitization

Vision

"The operating system for every business in Southeast Asia — and beyond."

• Clear positioning: Southeast Asia first, then expand
• "Operating system" — not a standalone app, but a comprehensive platform (like AMIS)
• Ambitious yet credible (already #1 in Vietnam)

Core Values

---

2.3 Brand Personality

Personality Framework

MISA is "The Reliable Partner" — not the fun friend (like Slack), not the distant expert (like SAP), but the dependable partner who is always there when needed.

Brand Archetype: The Sage-Caregiver Hybrid

• Sage: Deep knowledge (32 years of experience, 60+ products)
• Caregiver: Genuinely cares about customer success
• Combined = "The Trusted Advisor" — knows a lot, cares authentically

---

2.4 Experience Principles

Five universal experience principles for ALL MISA products — regardless of sub-brand.

Principle 1: "It just works"

Every MISA product must work from the very first interaction, without needing 3 days of training.

• UI: Onboarding < 5 minutes, zero-config defaults
• Marketing: Demo first, pitch second
• Support: Self-serve first, human backup
• Metric: Time-to-first-value < 10 minutes

Principle 2: "See the whole picture"

MISA enables a complete view of the business — not disconnected fragments.

• Product: Unified dashboard, cross-module data
• Marketing: Platform narrative, not tool narrative
• Design: Consistent UI patterns across products
• Metric: % customers using 2+ modules

Principle 3: "Speak human"

Accounting/ERP software does not need to be incomprehensible. MISA speaks human language.

• Copy: No jargon, no corporate-speak
• UX: Friendly error messages, helpful tooltips
• Brand: Warm, approachable visual tone
• Metric: Readability score (Flesch-Kincaid Grade < 8)

Principle 4: "Built for real business"

Not just a pretty demo — MISA is built by people who understand real business.

• Product: Compliance-ready, local regulation support
• Marketing: Customer stories > feature lists
• Brand: 32-year heritage, 400K+ businesses
• Metric: Customer retention rate

Principle 5: "Grow with you"

Start small, scale up when ready. MISA grows with the business.

• Pricing: Start free/cheap, upgrade when needed
• Product: Modular — buy what you use
• Brand: SMB today, enterprise tomorrow
• Metric: Average revenue per customer growth YoY

---

2.5 Brand Architecture — Hybrid 3 Tiers

2.5.1 Architecture Map

+==============================================================+
|                    MISA CORPORATION                           |
|              (Master Brand — Corporate Level)                 |
|       "Empower every business to thrive with technology       |
|                    that simply works"                         |
+==============================================================+
|                                                               |
|  +--- TIER 1: BRANDED HOUSE --------------------------------+|
|  |                                                           ||
|  |  +==========+                                             ||
|  |  |  AMIS    | <- Platform Brand                           ||
|  |  +==========+                                             ||
|  |  "The unified business platform"                          ||
|  |                                                           ||
|  |  +----------+----------+----------+----------+            ||
|  |  |Accounting|   CRM    |   HRM    |aiMarket- |            ||
|  |  |          |          |          |  ing     |            ||
|  |  +----------+----------+----------+----------+            ||
|  |  |  Work    |Processes |  WeSign  |  OneAI   |            ||
|  |  +----------+----------+----------+----------+            ||
|  |  -> Naming: "AMIS [Module Name]"                          ||
|  |  -> Visual: Shared AMIS identity + module accent color    ||
|  |  -> Goal: Cross-sell, unified platform narrative          ||
|  +-----------------------------------------------------------+|
|                                                               |
|  +--- TIER 2: ENDORSED BRANDS ------------------------------+|
|  |                                                           ||
|  |  +------+ +---------+ +------+ +-----------+             ||
|  |  |CukCuk| |meInvoice| |eShop | |MoneyKeeper|             ||
|  |  +------+ +---------+ +------+ +-----------+             ||
|  |              "by MISA" endorsement                        ||
|  |                                                           ||
|  |  -> Naming: "[Product Name] by MISA"                      ||
|  |  -> Visual: Own identity + "by MISA" lockup               ||
|  |  -> Goal: Leverage own brand equity + MISA trust           ||
|  +-----------------------------------------------------------+|
|                                                               |
|  +--- TIER 3: SECTOR PLATFORMS ------------------------------+|
|  |                                                           ||
|  |  +----------+ +----------+ +----------+                   ||
|  |  |MISA iGOV | |MISA iHOS | |MISA EMIS |                   ||
|  |  |Government| | Hospital | |Education |                   ||
|  |  +----------+ +----------+ +----------+                   ||
|  |                                                           ||
|  |  -> Naming: "MISA [Platform Name]"                        ||
|  |  -> Visual: MISA prefix + sector-specific color            ||
|  |  -> Goal: Sector credibility + MISA trust                  ||
|  +-----------------------------------------------------------+|
+===============================================================+

2.5.2 Naming Convention Rules

2.5.3 Products Requiring Rebrand/Restructure

---

2.6 Brand Positioning — International Markets

2.6.1 Positioning Statement

For growing businesses in Southeast Asia and beyond
Who need an all-in-one business management platform
MISA AMIS is the unified business platform
That makes accounting, HR, CRM, and operations simple and connected
Unlike SAP (too complex), QuickBooks (too limited), Zoho (too fragmented)
MISA has 32 years of real-world business expertise built into every feature

2.6.2 Competitive Positioning Map

                    COMPLEX
                       |
           SAP *       |       * Oracle
                       |
                       |
    SINGLE ------------+------------ PLATFORM
    PRODUCT            |
                       |
        Xero *         |    * Zoho
                       |         * MISA AMIS
    QuickBooks *       |    * Freshworks
                       |
                    SIMPLE

MISA's sweet spot: Platform breadth (like Zoho) + Simplicity (like Xero) — competing on "simple platform."

2.6.3 Key Messages per Market Segment

---

2.7 Brand Story Framework

The MISA Story

Chapter 1: Origin (Credibility)
"In 1994, when Vietnam was just beginning its digital journey, a small team of engineers in Hanoi had a vision: make business management technology accessible to every company, not just the largest corporations."

Chapter 2: Growth (Proof)
"Over three decades, MISA grew alongside Vietnam's economy — from a simple accounting tool to a comprehensive business platform serving 400,000+ businesses and 80,000+ government organizations. We didn't just build software; we learned how real businesses actually work."

Chapter 3: Today (Relevance)
"Today, MISA AMIS is the unified platform that connects accounting, HR, CRM, and operations in one place. With AI built in and 60+ integrated modules, businesses can start small and grow without switching systems."

Chapter 4: Future (Aspiration)
"Now we're bringing that 32 years of expertise to businesses across Southeast Asia and beyond. Because every business, everywhere, deserves technology that simply works."

Elevator Pitch (30 seconds)

"MISA is the business platform behind 400,000 companies and 80,000 government organizations in Vietnam. We're now bringing our 32 years of expertise to businesses across Southeast Asia — starting with AMIS, our all-in-one platform for accounting, HR, and operations, and CukCuk, our restaurant management system already in 20 countries."

Tagline Options

Recommended: "Business, simplified." — concise, memorable, true to brand promise, applicable across all sub-brands.

---

2.8 Brand Differentiators — "Only MISA" Claims

---

2.9 Target Audience Personas (International)

Persona 1: "Growth-Stage Sarah" — SMB Owner/CEO

• Size: 10-200 employees
• Pain: Using 5-7 disconnected tools (QuickBooks + Slack + HubSpot + ...), data silos
• Goal: One platform, reasonable price
• MISA message: "All your business in one place. Start free, scale as you grow."

Persona 2: "Operations Omar" — COO/CFO

• Size: 50-500 employees
• Pain: Financial reporting takes 3 days, no real-time data
• Goal: Automation, real-time dashboards
• MISA message: "See your whole business in real-time. Compliance built-in."

Persona 3: "Restaurant Ryan" — F&B Owner/Manager

• Size: 1-20 locations
• Pain: Outdated POS, manual inventory, too many tools
• Goal: Manage the restaurant from a phone
• MISA message (CukCuk): "Run your restaurant from one screen."

---

2.10 Brand Foundation Summary

+-----------------------------------------------------+
|              MISA BRAND FOUNDATION                    |
+-----------------------------------------------------+
|                                                       |
|  PURPOSE:   Empower every business to thrive with     |
|             technology that simply works               |
|                                                       |
|  MISSION:   Make business management simple,           |
|             accessible, and intelligent                |
|                                                       |
|  VISION:    The operating system for every business    |
|             in Southeast Asia — and beyond              |
|                                                       |
|  TAGLINE:   "Business, simplified."                    |
|                                                       |
|  VALUES:    Simplicity First | Relentless Reliability  |
|             Customer Obsession | Boldly Vietnamese     |
|             Grow Together                              |
|                                                       |
|  PERSONALITY: The Reliable Partner                     |
|  (Dependable, Straightforward, Warm, Capable,         |
|   Progressive)                                         |
|                                                       |
|  EXPERIENCE PRINCIPLES:                                |
|  1. It just works                                      |
|  2. See the whole picture                              |
|  3. Speak human                                        |
|  4. Built for real business                            |
|  5. Grow with you                                      |
|                                                       |
|  ARCHITECTURE: Hybrid 3-Tier                           |
|  T1: AMIS [Module] — Branded House                     |
|  T2: [Product] by MISA — Endorsed Brands               |
|  T3: MISA [Platform] — Sector Platforms                |
|                                                       |
|  POSITIONING:                                          |
|  Platform breadth (like Zoho) + Simplicity (like Xero) |
|  "The simple, all-in-one business platform"            |
|                                                       |
+-----------------------------------------------------+

With the brand foundation firmly established, the next chapter translates these strategic decisions into a complete visual identity system.

---

Chapter 3: Visual Identity System

Objective: Systematize the complete visual identity — logo, color, typography, imagery, grid, motion, and design tokens
Principle: Grounded in the Brand Foundation (Chapter 2) and benchmarked against international standards

The visual identity is the most tangible expression of the MISA brand. This chapter provides the rules and specifications that ensure every visual touchpoint — from a favicon to a trade show booth — is unmistakably MISA.

---

3.1 Logo System

3.1.1 Master Logo — MISA Corporation

Logo components:

3.1.2 Logo Variants

3.1.3 Color Variations

3.1.4 Clear Space

Minimum clear space = the height of the letter "M" in the wordmark (designated as 1M), measured from every edge of the logo.

        +---- 1M ----+
        |             |
  1M -- +-----------+ -- 1M
        |  [ MISA ] |
  1M -- +-----------+ -- 1M
        |             |
        +---- 1M ----+

Rules:
- No element (text, images, lines) may be placed within the clear space
- Clear space applies to ALL logo variants
- When co-branding, clear space between two logos = 2M

3.1.5 Minimum Size

3.1.6 Logo Misuse (Do NOT)

---

3.2 Sub-brand Logo System

3.2.1 Tier 1: AMIS Platform

AMIS Logo = AMIS Symbol + "AMIS" Wordmark

Each AMIS module uses:

+------------------------------+
|  [AMIS Logo]  Module Name    |
|                              |
|  Example: [AMIS] Accounting  |
|           [AMIS] CRM        |
|           [AMIS] HRM        |
+------------------------------+

Rules:
- AMIS logo is always unchanged — NEVER modified
- Module name uses the same typeface, regular weight
- Each module has 1 unique accent color (see Color System)
- Module name is always written in English (for international use)

3.2.2 Tier 2: Endorsed Brands

+------------------------------+
|     [CukCuk Logo]            |
|                  by MISA     |
|                              |
|  -> CukCuk retains its logo  |
|  -> "by MISA" lockup below   |
|  -> "by MISA" size = 40%     |
|     of main logo height      |
+------------------------------+

"by MISA" lockup:
- Font: Brand typeface, light weight
- Color: MISA Blue or neutral gray
- Position: Below product logo, center- or right-aligned
- Size: 35-45% of the product logo height

3.2.3 Tier 3: Sector Platforms

+------------------------------+
|  [MISA Symbol] MISA iGOV    |
|                              |
|  -> MISA symbol + "MISA"    |
|  -> Platform name follows    |
|  -> Sector accent color      |
+------------------------------+

---

3.3 Color System

3.3.1 Primary Palette

3.3.2 Secondary Palette

3.3.3 Accent Palette (Functional)

3.3.4 Neutral Palette

3.3.5 AMIS Module Accent Colors

Each AMIS module has a unique accent color for differentiation, while remaining within the system:

3.3.6 Sector Platform Colors

3.3.7 Endorsed Brand Colors

3.3.8 Color Usage Ratio (60-30-10 Rule)

+-------------------------------------------------+
|                                                   |
|   60% — White / Light Neutrals                    |
|   (Backgrounds, negative space, breathing room)   |
|                                                   |
+-------------------------------------------------+
|   30% — MISA Blue + Blue variants                 |
|   (Headers, navigation, key UI elements)          |
|                                                   |
+-------------------------------------------------+
|   10% — Accent colors                             |
|   (CTAs, highlights, status indicators)            |
|                                                   |
+-------------------------------------------------+

3.3.9 Accessibility — Contrast Requirements

Mandatory rules:
- All text must meet WCAG AA (4.5:1 for normal text, 3:1 for large text)
- Buttons/CTAs must meet WCAG AA
- Never use color alone to convey information (always supplement with icon/text)

---

3.4 Typography

3.4.1 Typeface Selection

Why Inter?

3.4.2 Typography Scale

3.4.3 Typography Rules

Weight Usage:

Alignment:
- Body text: Left-aligned (NEVER justified — causes ugly spacing)
- Headlines: Left-aligned or center (for hero sections)
- Data/numbers: Right-aligned in tables
- Vietnamese text: Always left-aligned

Paragraph:
- Max line width: 65-75 characters (approximately 600-700px)
- Paragraph spacing: 1em (= font size)
- Do not indent first line — use spacing between paragraphs

3.4.4 Print Typography

Print-specific rules:
- Minimum body text: 9pt
- Line height print: 1.4-1.5 (tighter than digital)
- Color: Use CMYK values, not RGB

---

3.5 Imagery & Visual Style

3.5.1 Photography Style

Mood: Authentic, warm, professional — NOT stock-photo-generic

Color treatment for photos:
- Slight warm tint (+5% warmth)
- Increase clarity/contrast slightly
- Desaturate slightly (not too vivid)
- Consistent across all images

3.5.2 Illustration Style

Style: Geometric + Friendly
- Clean, geometric shapes with rounded corners
- Flat design with subtle gradients
- MISA Blue as primary illustration color
- Accent colors for highlights
- Consistent line weight (2px at standard size)
- People illustrations: simplified, inclusive, no specific facial features

Illustration Categories:

3.5.3 Iconography

Icon System: Outlined + Rounded

Icon Misuse:
- Do not mix outlined and filled icons in the same context
- Do not use icons with excessive detail (illegible at 16px)
- Do not use icons from multiple icon sets (inconsistent style)

3.5.4 Patterns & Textures

Brand Pattern: "Connected Dots"
- Grid of dots connected by subtle lines — representing "connected business"
- Used as background texture (opacity 5-10%)
- Suitable for certificates, letterheads, event backgrounds

Usage rules:
- Always use at low opacity (5-15%) — NOT prominent
- Color: MISA Blue or neutral gray
- Never overlay on text — use only in empty areas

---

3.6 Layout & Grid System

3.6.1 Grid — Digital (Web)

3.6.2 Spacing System (8px base)

3.6.3 Grid — Print (A4: 210x297mm)

3.6.4 Composition Principles

White Space First: MISA designs should breathe. When in doubt, add more white space.

---

3.7 Motion & Animation Principles

3.7.1 Core Principles

3.7.2 Timing

3.7.3 Logo Animation

• Logo animation duration: 1.5-2s
• Logo must be fully visible and static within 2s
• No continuous/looping logo animation
• Approved animation: symbol assembles, then wordmark fades in
• Use only at video intros/outros, splash screens

---

3.8 Design Tokens (Developer Kit)

3.8.1 Token Naming Convention

--misa-{category}-{property}-{variant}-{state}

Examples:
--misa-color-primary-default        -> #0066CC
--misa-color-primary-hover          -> #0055AA
--misa-color-primary-active         -> #004488
--misa-color-text-primary           -> #1A1A2E
--misa-color-text-secondary         -> #4A4A68
--misa-color-bg-default             -> #FFFFFF
--misa-color-bg-subtle              -> #F8F8FB
--misa-space-4                      -> 16px
--misa-radius-sm                    -> 4px
--misa-radius-md                    -> 8px
--misa-radius-lg                    -> 12px
--misa-shadow-sm                    -> 0 1px 2px rgba(0,0,0,0.05)
--misa-shadow-md                    -> 0 4px 12px rgba(0,0,0,0.1)
--misa-font-family-primary          -> 'Inter', sans-serif
--misa-font-size-body               -> 16px
--misa-font-weight-bold             -> 700

3.8.2 Border Radius

3.8.3 Shadows

With the visual system fully defined, the next chapter addresses the other half of brand expression: how MISA speaks.

---

Chapter 4: Voice & Tone

Objective: Establish a consistent brand language system for MISA across every touchpoint
Brand Personality: The Reliable Partner — Dependable, Straightforward, Warm, Capable, Progressive

If the visual identity is how MISA looks, voice and tone is how MISA sounds. This chapter ensures that whether a customer reads an error message, a LinkedIn post, or a press release, they recognize the same brand personality behind the words.

---

4.1 Brand Voice — 4 Pillars

Pillar 1: Clear

MISA communicates clearly and simply. Accounting software is complex enough — the language does not need to add complexity.

Rules:
- Short sentences (max 25 words per sentence)
- Active voice ("We built this" not "This was built")
- Explain technical terms when they must be used
- One idea per sentence

Pillar 2: Confident

MISA knows its strengths — 32 years, 400K+ customers. Confident but never arrogant.

Rules:
- Use specific numbers instead of vague adjectives
- Do not use unverifiable superlatives ("best", "most innovative")
- Let proof points speak: case studies, metrics, awards
- Do not directly disparage competitors

Pillar 3: Human

MISA speaks like a competent colleague — professional but friendly, not a corporate robot.

Rules:
- Write as if speaking (but still professional)
- Use "you" and "we" (not "the user", "the client")
- Use contractions when appropriate ("you're", "it's", "we'll")
- Avoid passive voice

Pillar 4: Helpful

Every message from MISA must help the user take the next step — never leave them stuck.

Rules:
- Every error message must include a next step
- Every notification must include an action
- Every empty state must include guidance
- Anticipate questions, answer proactively

---

4.2 Tone Matrix — Adjusting by Context

Tone changes with context, but Voice (the 4 pillars) always remains constant.

---

4.3 Writing Guidelines

4.3.1 Sentence & Paragraph

4.3.2 Capitalization

4.3.3 Numbers & Data

4.3.4 Product Name Usage

---

4.4 Vocabulary — Preferred vs Avoided Terms

4.4.1 Brand Vocabulary

4.4.2 Action Words (CTAs)

4.4.3 Words to Never Use

---

4.5 Content Templates

4.5.1 Headlines

Formula: [Benefit] + [Proof/Specificity]

4.5.2 Taglines per Product

4.5.3 Email Subject Lines

4.5.4 Error Messages

Formula: [What happened] + [Why/Reassurance] + [What to do next]

4.5.5 Social Media Posts

LinkedIn (B2B, professional):

Format:
[Hook — 1 sentence, surprising stat or question]

[2-3 sentences expanding on the insight]

[CTA or question to drive engagement]

#MISA #BusinessPlatform #[RelevantTag]

Example:
The average SMB uses 7 different tools to run their business.
That's 7 logins, 7 invoices, and 7 chances for data to fall through the cracks.

What if you could run everything from one platform?

400,000+ businesses already do. See how -> [link]

#MISA #SMB #BusinessManagement

Twitter/X (concise, punchy):

Example:
Your accountant's favorite sentence: "It's all in one place."

AMIS makes that real. One platform. Every department. Zero data silos.

-> misa.vn/amis

---

4.6 Bilingual Guidelines (Vietnamese <-> English)

4.6.1 Principles

4.6.2 Tone Differences

4.6.3 Examples

With both the visual and verbal identity systems in place, the next chapter shows how they come together in real-world applications.

---

Chapter 5: Brand Applications

Objective: Define how the brand is applied across every real-world touchpoint
Based on: Visual Identity (Chapter 3) + Voice & Tone (Chapter 4)

This chapter bridges theory and practice, providing exact specifications for every physical and digital medium where the MISA brand appears.

---

5.1 Print Applications

5.1.1 Business Card

Size: 90 x 55mm (international standard) | Corner radius: 3mm

Front:

+-------------------------------------+
|                                     |
|  [MISA Logo — Primary Lockup]      |
|                                     |
|  Nguyen Van A                       |
|  Chief Technology Officer           |
|                                     |
|  a.nguyen@misa.vn                   |
|  +84 24 3456 7890                   |
|                                     |
|  misa.vn                            |
|                                     |
+-------------------------------------+

Back:

+-------------------------------------+
|                                     |
|         [MISA Symbol — centered]    |
|                                     |
|         Business, simplified.       |
|                                     |
|     --- Connected Dots Pattern ---  |
|     (MISA Blue, opacity 8%)        |
|                                     |
+-------------------------------------+

Specs:
- Paper: 350gsm matte or soft-touch
- Logo: MISA Blue on white background
- Text: Inter SemiBold (name), Inter Regular (title, contact)
- Font size: Name 9pt, Title 7.5pt, Contact 7pt

Sub-brand business cards: Same layout, replace MISA logo with sub-brand logo + "by MISA" lockup on back.

5.1.2 Letterhead

Size: A4 (210 x 297mm)

+--------------------------------------+
|  [MISA Logo]              [Date]     | <- Header: margin-top 20mm
|                                      |
|  ------------------------------------| <- Divider: MISA Blue, 0.5pt
|                                      |
|                                      |
|  [Letter content area]              | <- Content: margins 25mm L/R
|  Inter Regular 10.5pt               |
|  Line height 1.5                    |
|                                      |
|                                      |
|                                      |
|                                      |
|                                      |
|                                      |
|  ------------------------------------|
|  MISA Corporation                    | <- Footer
|  [Address] | [Phone] | misa.vn      |
|  Connected Dots pattern (opacity 5%) |
+--------------------------------------+

5.1.3 Envelope

5.1.4 Folder

• Size: A4 folder with pocket
• Cover: MISA Blue background, white logo centered
• Inside left pocket: Connected Dots pattern + tagline
• Inside right pocket: Business card slot
• Spine: MISA symbol + "MISA" text

---

5.2 Digital Applications

5.2.1 Email Signature

--------------------------------------
Nguyen Van A
Chief Technology Officer | MISA Corporation
a.nguyen@misa.vn  |  +84 24 3456 7890
misa.vn

[MISA Logo — small, 120px wide]
Business, simplified.
--------------------------------------

Specs:
- Font: Arial/Helvetica (email-safe fallback for Inter)
- Name: 14px, bold, MISA Dark (#1A1A2E)
- Title: 12px, regular, Gray 700 (#4A4A68)
- Contact: 12px, regular, MISA Blue for links
- Logo: PNG, 120px wide, linked to misa.vn
- Do not use: background images, multiple colors, advertising banners

5.2.2 Email Template (Marketing)

+--------------------------------------+
|  [MISA Logo — centered]             | <- Header: bg white, padding 24px
+--------------------------------------+
|                                      |
|  [Hero Image/Illustration]          | <- Optional: 600px wide
|                                      |
|  Headline (Inter Bold 24px)         |
|                                      |
|  Body text (Arial 16px, #4A4A68)    | <- Email-safe font
|  Max width: 600px                   |
|  Line height: 1.6                   |
|                                      |
|  +----------------------+           |
|  |    [CTA Button]      |           | <- MISA Blue bg, white text
|  |    Inter Bold 16px   |           |    Border-radius: 8px
|  +----------------------+           |    Padding: 12px 32px
|                                      |
+--------------------------------------+
|  [Footer]                           | <- Gray 100 bg
|  (c) 2026 MISA Corporation         |
|  [Unsubscribe] | [Preferences]      |    Gray 500 text, 12px
|  [Social Icons: LinkedIn, Facebook] |
+--------------------------------------+

Email width: 600px (standard compatibility)
CTA button: MISA Blue (#0066CC), white text, 8px radius

5.2.3 Website UI Guidelines

Navigation:

+--------------------------------------------------+
| [Logo]  Products v  Pricing  Resources v  About  |  [Login] [Start Free ->]
+--------------------------------------------------+

• Height: 64px
• Background: White, shadow-xs on scroll
• Logo: Symbol + Wordmark, max height 32px
• Nav links: Inter Medium 15px, Gray 700, hover -> MISA Blue
• CTA button: MISA Blue filled, white text, 8px radius

Hero Section:

+--------------------------------------------------+
|                                                    |
|   [H1] Business, simplified.                     |  <- Inter Bold 48-64px
|                                                    |
|   [Subtitle] The all-in-one platform for          |  <- Inter Regular 20px
|   accounting, HR, CRM, and operations.            |     Gray 700
|                                                    |
|   [Start Free ->]  [Watch Demo >]                 |  <- Primary + Secondary CTA
|                                                    |
|   "Trusted by 400,000+ businesses"                |  <- Social proof, Gray 500
|   [Client logos row]                              |
|                                                    |
+--------------------------------------------------+

Card Components:

+---------------------+
|  [Icon/Image]       |  <- 48px icon or 16:9 image
|                     |
|  Card Title         |  <- Inter SemiBold 18px
|  Description text   |  <- Inter Regular 14px, Gray 700
|  in 2-3 lines max.  |
|                     |
|  [Action Link ->]   |  <- MISA Blue, Inter Medium 14px
+---------------------+

• Background: White
• Border: none (use shadow-xs)
• Border-radius: 12px (radius-lg)
• Padding: 24px
• Hover: shadow-md transition 200ms

5.2.4 Social Media Templates

LinkedIn Post Image (1200 x 627px):

+--------------------------------------+
|                                      |
|  MISA Blue background               |
|                                      |
|  [Headline — White, Inter Bold 36px] |
|  Max 2 lines                        |
|                                      |
|  [Subtext — White 60%, Inter 18px]  |
|                                      |
|  [MISA Logo — White, bottom-right]  |
|                                      |
+--------------------------------------+

LinkedIn Company Banner (1128 x 191px):
- MISA Blue gradient background
- MISA Logo white, left-aligned
- Tagline "Business, simplified." right-aligned

Facebook Cover (820 x 312px):
- Similar to LinkedIn banner
- Safe zone: center 640 x 312px (mobile crop)

Instagram Post (1080 x 1080px):

+----------------------+
|                      |
|  [Visual/Photo]      |  <- Top 60%
|                      |
+----------------------+
|  MISA Blue bar       |  <- Bottom 40%
|  [Text content]      |
|  [MISA Logo small]   |
+----------------------+

Instagram Story (1080 x 1920px):
- Full-bleed image/illustration
- Text overlay: white on semi-transparent MISA Blue bar
- MISA logo: top-left, small
- CTA: "Swipe up" or sticker

Twitter/X Header (1500 x 500px):
- MISA Blue background
- Logo centered
- Tagline below logo

5.2.5 App Icon

Sub-brand app icons: Same MISA Symbol shape/position + product accent color background
- AMIS: Blue (#0066CC) background
- CukCuk: Orange (#FF6B00) background
- meInvoice: Blue (#2563EB) background

---

5.3 Presentations

5.3.1 Slide Deck — Master Template

Slide Size: 16:9 (1920 x 1080px)

Cover Slide:

+----------------------------------------------+
|                                                |
|  [MISA Logo — top left]                       |
|                                                |
|                                                |
|        [Presentation Title]                   |  <- Inter Bold 48px, MISA Dark
|        [Subtitle / Date]                      |  <- Inter Regular 24px, Gray 500
|                                                |
|                                                |
|  --- Connected Dots Pattern (bottom, 5%) ---  |
|                                                |
+----------------------------------------------+

Content Slide:

+----------------------------------------------+
|  [Section Title — MISA Blue bar left edge]   |  <- 4px left border, MISA Blue
|                                                |
|  [H2 Title]                                   |  <- Inter SemiBold 32px
|                                                |
|  * Bullet point 1                             |  <- Inter Regular 20px
|  * Bullet point 2                             |
|  * Bullet point 3                             |
|                                                |
|                              [Visual/Chart]   |
|                                                |
|  --- MISA Logo (small, bottom right) ---      |  <- Page number bottom left
+----------------------------------------------+

Data Slide:

+----------------------------------------------+
|  [Title]                                      |
|                                                |
|  +------+  +------+  +------+  +------+     |
|  | 400K+|  |  60+ |  |  32  |  |  22  |     |  <- Big numbers: Inter Bold 48px
|  |biz   |  |modules|  | years|  |countries|   |     MISA Blue
|  +------+  +------+  +------+  +------+     |     Labels: Inter Regular 16px
|                                                |     Gray 700
+----------------------------------------------+

Divider Slide:

+----------------------------------------------+
|                                                |
|  MISA Blue background (full bleed)            |
|                                                |
|           [Section Title]                     |  <- Inter Bold 40px, White
|           [Optional subtitle]                 |  <- Inter Regular 20px, White 70%
|                                                |
|                                                |
+----------------------------------------------+

End Slide:

+----------------------------------------------+
|                                                |
|           [MISA Logo — large, centered]       |
|                                                |
|           Business, simplified.               |
|                                                |
|           misa.vn                             |
|           [Contact info]                      |
|                                                |
+----------------------------------------------+

5.3.2 Chart & Data Visualization

---

5.4 Environmental & Physical

5.4.1 Office Signage

5.4.2 Event Booth

+----------------------------------------------+
|  BACK WALL (3m x 2.5m)                       |
|                                                |
|  [MISA Logo — large, centered, white]         |
|  "Business, simplified."                      |
|                                                |
|  MISA Blue background                         |
|  Connected Dots pattern overlay (opacity 10%) |
|                                                |
+----------------------------------------------+
|  COUNTER                                      |
|  White surface, MISA Blue front panel         |
|  Demo screens showing AMIS dashboard          |
|                                                |
+----------------------------------------------+
|  BANNERS (2x roll-up, 850 x 2000mm)          |
|  Banner 1: Product features + screenshots     |
|  Banner 2: Social proof (numbers + testimonials)|
+----------------------------------------------+

5.4.3 Merchandise

Merchandise rules:
- Always use official logo files — NEVER self-create
- Maintain clear space requirements
- Max 2 colors per item (MISA Blue + White, or MISA Dark + White)
- Premium materials — merchandise reflects brand quality

Now that we have defined how the brand appears across every medium, the next chapter addresses the more complex question of how MISA interacts with other brands.

---

Chapter 6: Co-branding & Sub-brand Rules

Objective: Rules for combining the MISA brand with partners, and managing the sub-brand system

This chapter ensures that every instance where the MISA brand appears alongside another entity — whether a product sub-brand, a channel partner, or a technology integration — is handled consistently and protects brand equity.

---

6.1 Sub-brand Relationship Rules

6.1.1 Tier 1: AMIS Modules — Branded House

AMIS Module Logo Construction:

+------------------------------------+
|  [AMIS Symbol][AMIS] Accounting    |  <- Horizontal (preferred)
+------------------------------------+

+--------------+
| [AMIS Symbol]|
|    AMIS      |  <- Stacked (when space is narrow)
|  Accounting  |
+--------------+

6.1.2 Tier 2: Endorsed Brands — "by MISA"

Endorsed Brand Lockup:

+------------------------------+
|     [CukCuk Logo]            |
|                              |
|        by MISA               |  <- Inter Light, 40% size, centered
+------------------------------+

6.1.3 Tier 3: Sector Platforms — MISA Prefix

---

6.2 Co-branding Guidelines

6.2.1 Partner Tiers & Badge System

6.2.2 Co-branding Lockup Rules

Rule 1: Logo Hierarchy — MISA always left/top

Horizontal:
+--------------------------------------+
|  [MISA Logo]  |  [Partner Logo]      |  <- Divider: 1px Gray 300
+--------------------------------------+

Vertical (stacked):
+------------------+
|  [MISA Logo]     |
|  ----------------| <- Divider
|  [Partner Logo]  |
+------------------+

Rule 2: Size Ratio
- MISA logo and partner logo must have the same perceived visual weight
- If a partner logo is naturally larger (more detailed), scale the MISA logo up to balance
- MISA logo must never appear smaller than the partner logo

Rule 3: Clear Space
- Divider line between logos: 1px, Gray 300
- Clear space between logo and divider: 1M (height of letter M in MISA)
- Total distance between logos: 2M + divider

Rule 4: Color
- Both logos use full-color versions
- On dark backgrounds: both use white/reversed versions
- NEVER MIX: 1 logo in color + 1 logo in mono

6.2.3 Partner Usage Do's & Don'ts

6.2.4 Integration Partner Badges

For partners integrating products with MISA:

+------------------------------+
|  Check: Integrated with MISA AMIS  |  <- Badge format
+------------------------------+

+------------------------------+
|  Check: Works with CukCuk           |  <- Product-specific badge
+------------------------------+

• Badge color: MISA Blue outline, white fill
• Checkmark: MISA Blue or Success Green
• Font: Inter Medium, 12-14px
• Border-radius: 8px
• Can be used on partner website, product page, marketing materials

---

6.3 Naming Convention for New Products

6.3.1 Decision Tree

Is the new product part of the AMIS platform?
+-- YES -> Name: "AMIS [Descriptive Name]"
|          Example: AMIS Analytics, AMIS Workflow
|
+-- NO --> Does the product have its own brand equity?
           +-- YES -> Name: "[Product Name] by MISA"
           |          Example: if acquiring a startup -> "[Startup] by MISA"
           |
           +-- NO --> Does it serve a specific sector?
                      +-- YES -> Name: "MISA [Platform Name]"
                      |          Example: MISA iRetail
                      |
                      +-- NO --> Name: "MISA [Descriptive Name]"
                                 Example: MISA Connect

6.3.2 Naming Rules

6.3.3 Naming Blacklist

Do not use the following patterns for new products:
- Random animal/plant names (do not repeat Bamboo, Panda, Mimosa)
- Unclear abbreviations
- Names too similar to competitors
- Names difficult for non-Vietnamese speakers to pronounce

---

6.4 Acquisition Branding

When MISA acquires or invests in another company/product:

Phase 1: Announcement (0-3 months)

• Retain the original brand
• Add "now part of MISA" tagline
• Joint press release

Phase 2: Transition (3-12 months)

• Add "by MISA" lockup
• Gradually transition visual identity to MISA system
• Migrate customer communications

Phase 3: Integration (12+ months)

• Decide: keep as separate brand (Tier 2) or merge into AMIS (Tier 1)
• Full rebrand if merging
• Retain name if brand equity is strong (like CukCuk)

---

6.5 Brand Usage Approval Matrix

The co-branding and sub-brand framework above ensures every brand relationship is intentional and controlled. The next chapter packages these guidelines for the teams who will execute them daily: external agencies.

---

Chapter 7: Agency Playbook & Asset Handoff

Objective: An agency receiving this playbook can begin production immediately without follow-up questions

This chapter is designed as a standalone reference for external creative agencies, media agencies, and production houses. Everything needed to execute on-brand work is documented here.

---

7.1 Asset Checklist — Complete File Inventory

7.1.1 Identity Assets

• [ ] Logo: Primary lockup (horizontal) — AI, SVG, EPS, PDF, PNG (1x, 2x, 4x)
• [ ] Logo: Stacked lockup (vertical) — AI, SVG, EPS, PDF, PNG
• [ ] Logo: Symbol only — AI, SVG, EPS, PDF, PNG, ICO
• [ ] Logo: Wordmark only — AI, SVG, EPS, PDF, PNG
• [ ] Logo: All color variations (Full Color, Reversed, Mono White, Mono Black, Mono Blue)
• [ ] Sub-brand logos: AMIS, CukCuk, meInvoice, eShop (same format set)
• [ ] "by MISA" endorsement lockup — AI, SVG, PNG
• [ ] Partner badges: Registered, Silver, Gold, Platinum — SVG, PNG
• [ ] Co-branding lockup templates — AI, SVG
• [ ] Favicon package: ICO, PNG (16, 32, 48, 180, 192, 512px)
• [ ] App icon: iOS (1024px), Android (512px adaptive)

7.1.2 Color Assets

• [ ] Color palette spec sheet (PDF) — all values: Pantone, CMYK, RGB, HEX, HSL
• [ ] Adobe ASE swatch file
• [ ] Figma color styles (via Figma library)
• [ ] CSS/SCSS variables file
• [ ] JSON design tokens file

7.1.3 Typography Assets

• [ ] Inter font family: Variable font (WOFF2, TTF, OTF)
• [ ] JetBrains Mono: Variable font (WOFF2, TTF, OTF)
• [ ] Font license documentation (SIL OFL — both fonts)
• [ ] Typography spec sheet (PDF) — hierarchy, sizes, weights, line-heights

7.1.4 Template Assets

• [ ] Business card template — AI/INDD + PDF proof
• [ ] Letterhead template — AI/INDD + DOCX
• [ ] Envelope template — AI/INDD
• [ ] Presentation template — PPTX + Google Slides + Keynote
• [ ] Email signature template — HTML
• [ ] Email marketing template — HTML + Figma
• [ ] Social media templates — Figma (LinkedIn, Facebook, Instagram, Twitter)
• [ ] Ad templates (IAB standard sizes) — Figma + PSD
• [ ] Event booth template — AI
• [ ] Folder template — AI/INDD

7.1.5 Imagery & Icon Assets

• [ ] Icon library — SVG (full set), PNG (24, 32, 48px)
• [ ] Illustration library — SVG, PNG (key spot illustrations)
• [ ] Connected Dots pattern — SVG, AI, PNG (tileable)
• [ ] Photography style guide (PDF) with reference images
• [ ] Product screenshots — PNG (latest version, all products)

7.1.6 Documentation

• [ ] Master Brand Guidelines (PDF — this document compiled)
• [ ] Quick Reference Card (2-page cheat sheet)
• [ ] Voice & Tone Guide (PDF)
• [ ] This Agency Playbook (PDF)

---

7.2 File Naming Convention

7.2.1 Standard Format

[Brand]_[AssetType]_[Variation]_[ColorSpace]_[Size].[ext]

7.2.2 Examples

Logos:
MISA_Logo_Primary_RGB_FullColor.svg
MISA_Logo_Primary_RGB_MonoWhite.svg
MISA_Logo_Primary_CMYK_FullColor.eps
MISA_Logo_Stacked_RGB_FullColor.png
MISA_Logo_Symbol_RGB_FullColor_512px.png
MISA_Logo_Symbol_RGB_MonoBlack.svg
AMIS_Logo_Primary_RGB_FullColor.svg
CukCuk_Logo_Primary_RGB_FullColor.svg
CukCuk_Logo_ByMISA_RGB_FullColor.svg

Colors:
MISA_Color_Palette_v2.1.ase
MISA_Color_Tokens_v2.1.json

Templates:
MISA_Template_BusinessCard_Front.ai
MISA_Template_Letterhead_A4.indd
MISA_Template_Presentation_16x9.pptx
MISA_Template_EmailSig.html
MISA_Template_Social_LinkedIn_1200x627.fig

Icons:
MISA_Icon_Dashboard_24px.svg
MISA_Icon_Invoice_24px.svg

Patterns:
MISA_Pattern_ConnectedDots_Tile_RGB.svg

7.2.3 Naming Rules

---

7.3 Folder Structure

MISA-Brand-Assets/
|
+-- 00-Guidelines/
|   +-- MISA_Brand_Guidelines_Master_v1.0.pdf
|   +-- MISA_Quick_Reference_Card.pdf
|   +-- MISA_Voice_Tone_Guide.pdf
|   +-- MISA_Agency_Playbook.pdf
|   +-- CHANGELOG.md
|
+-- 01-Logos/
|   +-- MISA-Master/
|   |   +-- Primary/    (AI, SVG, EPS, PDF, PNG)
|   |   +-- Stacked/    (AI, SVG, EPS, PDF, PNG)
|   |   +-- Symbol/     (AI, SVG, EPS, PDF, PNG, ICO)
|   |   +-- Wordmark/   (AI, SVG, EPS, PDF, PNG)
|   +-- AMIS/
|   |   +-- Platform/   (AMIS logo without module name)
|   |   +-- Modules/    (AMIS Accounting, AMIS CRM, etc.)
|   +-- CukCuk/
|   |   +-- Primary/
|   |   +-- ByMISA/     (with "by MISA" lockup)
|   +-- meInvoice/
|   +-- eShop/
|   +-- Sector/         (iGOV, iHOS, EMIS)
|   +-- Partner-Badges/ (Registered, Silver, Gold, Platinum)
|
+-- 02-Color/
|   +-- MISA_Color_Palette.pdf
|   +-- MISA_Color_Palette.ase
|   +-- MISA_Color_Tokens.json
|   +-- MISA_Color_Tokens.css
|
+-- 03-Typography/
|   +-- Inter/
|   |   +-- Desktop/    (OTF, TTF)
|   |   +-- Web/        (WOFF2)
|   |   +-- LICENSE.txt
|   +-- JetBrainsMono/
|   |   +-- Desktop/
|   |   +-- Web/
|   |   +-- LICENSE.txt
|   +-- MISA_Typography_Specs.pdf
|
+-- 04-Photography/
|   +-- Style-Guide/    (art direction PDF + reference images)
|   +-- Hero/           (approved hero images)
|   +-- Lifestyle/      (workplace, team photos)
|   +-- Product/        (screenshots, product images)
|
+-- 05-Templates/
|   +-- Print/
|   |   +-- BusinessCard/   (AI, INDD, PDF)
|   |   +-- Letterhead/     (AI, INDD, DOCX)
|   |   +-- Envelope/       (AI, INDD)
|   |   +-- Folder/         (AI, INDD)
|   +-- Presentations/      (PPTX, KEY, Google Slides link)
|   +-- Email/
|   |   +-- Signature/      (HTML)
|   |   +-- Marketing/      (HTML, Figma)
|   +-- Social/             (Figma files per platform)
|   +-- Ads/                (Figma, PSD — IAB sizes)
|
+-- 06-Icons/
|   +-- SVG/                (full icon set)
|   +-- PNG/                (24, 32, 48px exports)
|   +-- Icon-Font/          (WOFF2 + CSS)
|
+-- 07-Illustrations/
|   +-- Spot/               (empty states, features)
|   +-- Hero/               (landing pages)
|   +-- Data-Viz/           (chart templates)
|
+-- 08-Patterns/
|   +-- ConnectedDots/      (SVG, AI, PNG tileable)
|   +-- Usage-Guide.pdf
|
+-- 09-Motion/
    +-- Logo-Animation/     (MP4, GIF, Lottie JSON, AE project)
    +-- Transitions/        (Lottie JSON)
    +-- Motion-Guide.pdf

---

7.4 Approval Workflow

7.4.1 Standard Workflow

Agency creates -> Internal Review -> Brand Manager approves -> Deploy

Timeline:
- Minor (color tweak, copy edit): 1 business day
- Standard (new ad, social post, brochure): 3 business days
- Major (new campaign, video, rebrand): 5-10 business days

7.4.2 Approval Matrix

7.4.3 Review Checklist

Agency self-check BEFORE submission:

Visual:
- [ ] Logo is the correct version and color variation for the context?
- [ ] Clear space requirements met?
- [ ] Colors match official HEX/Pantone values?
- [ ] Typography uses the correct font, size, weight per hierarchy?
- [ ] Imagery matches photography style guide?
- [ ] Layout follows grid system?
- [ ] Contrast meets WCAG AA?

Content:
- [ ] Tone matches context (see Tone Matrix)?
- [ ] Product names use correct casing?
- [ ] CTAs use preferred terms?
- [ ] No blacklisted words?
- [ ] Numbers formatted correctly?
- [ ] Bilingual content is localized (not machine-translated)?

---

7.5 Version Control

7.5.1 Asset Versioning

Major version: Visual redesign (v1.0 -> v2.0)
Minor version: Color update, new template (v2.0 -> v2.1)
Patch: Typo fix, file format update (v2.1 -> v2.1.1)

7.5.2 Changelog Format

## v2.1 — 2026-04-15
### Added
- New social media template for TikTok
- AMIS OneAI module logo

### Changed
- Updated MISA Blue from #0066CC to #0070DD
- Revised typography scale for mobile

### Removed
- Deprecated SME.NET logo (merged into AMIS Accounting)

7.5.3 Distribution Rules

• Single source of truth: Brand portal (Corebook -> Frontify)
• No email attachments: Always link to portal
• No personal drives: Agency teams download from portal only
• Expired assets: Portal automatically shows latest version
• Archive: Old versions accessible but clearly marked "DEPRECATED"

---

7.6 Font Licensing Guide for Agency

7.6.1 Fonts Used & License Type

7.6.2 Agency Responsibilities

• Agency HAS THE RIGHT to download and use Inter & JetBrains Mono freely
• Agency HAS THE RIGHT to embed fonts in PDFs and WOFF2 on websites
• Agency DOES NOT NEED to purchase a separate license
• If MISA transitions to a custom typeface in the future, the new license will be provided via the brand portal

---

7.7 Contact & Escalation

---

7.8 Agency Onboarding Checklist

When onboarding a new agency:

• [ ] NDA signed
• [ ] Brand portal access granted (read-only)
• [ ] Agency Kit downloaded and reviewed
• [ ] Brand guidelines walkthrough meeting (1h)
• [ ] Approval workflow explained
• [ ] Primary contacts exchanged
• [ ] First deliverable submitted for review (test run)
• [ ] Feedback incorporated
• [ ] Full production authorized

With the agency playbook complete, the next chapter addresses the unique challenges of taking the MISA brand into new international markets.

---

Chapter 8: Localization Guidelines

Objective: Guide the localization of the MISA brand for international markets
Core principle: Localize content, not the system

As MISA expands beyond Vietnam, it is critical to distinguish between what remains globally consistent and what adapts to local markets. This chapter provides that framework.

---

8.1 Localization Principles

What Stays GLOBAL (does not change)

What Gets LOCALIZED (adapted)

---

8.2 Typography per Script

8.2.1 Supported Scripts & Fonts

8.2.2 CJK Typography Rules

8.2.3 RTL (Right-to-Left) — Arabic Markets

---

8.3 Cultural Do's & Don'ts per Region

8.3.1 Southeast Asia

Thailand:

Indonesia:

Philippines:

8.3.2 East Asia

Japan:

Korea:

8.3.3 South Asia

India:

8.3.4 Middle East

8.3.5 Universal Rules

---

8.4 Date, Number & Currency Formats

8.4.1 Date Formats

Rule: In international/ambiguous context, spell out the month: "23 Mar 2026"

8.4.2 Number Formats

8.4.3 Currency Formats

---

8.5 Localization Kit Template

For each new market, create a Localization Kit containing:

Localization-Kit-[market-code]/
|
+-- 01-Brand-Guidelines-[lang].pdf    <- Translated guidelines (key sections)
+-- 02-Approved-Imagery/              <- Market-specific photos
|   +-- Hero/
|   +-- People/
|   +-- Settings/
+-- 03-Localized-Copy/
|   +-- Website-Copy-[lang].xlsx      <- All website strings
|   +-- Marketing-Copy-[lang].xlsx    <- Headlines, taglines, CTAs
|   +-- Product-Copy-[lang].xlsx      <- UI strings
|   +-- Boilerplate-[lang].txt        <- Company description (50/100/200 words)
+-- 04-Templates/
|   +-- Social-[lang]/                <- Localized social templates
|   +-- Presentation-[lang].pptx
|   +-- Email-[lang].html
+-- 05-Legal/
|   +-- Privacy-Notice-[lang].md
|   +-- Terms-[lang].md
|   +-- Compliance-Notes.md           <- Market-specific regulatory notes
+-- 06-Typography/
|   +-- Fonts/                        <- Local script fonts (if needed)
|   +-- Typography-Rules-[lang].pdf
+-- README.md                         <- Kit overview, contacts, usage rules

---

8.6 Translation Quality Standards

8.6.1 Process

1. Native copywriter writes (NOT translates) from brand brief
2. Second native reviewer checks accuracy + brand voice
3. Brand team checks product names, numbers, formatting
4. Final QA by local market manager

8.6.2 Quality Criteria

8.6.3 Translation Blacklist

NEVER machine-translate:
- Brand taglines and headlines
- Product descriptions
- Marketing campaigns
- Customer-facing emails
- Error messages

Machine translation acceptable for:
- Internal documentation (with human review)
- Initial draft for copywriter to rewrite
- Comment translations in code

With localization guidelines established for every target market, the final chapter addresses how all of this is packaged, distributed, and governed over time.

---

Chapter 9: Kit Packaging & Governance

Objective: Package the brand system into role-specific kits and establish long-term governance

The best brand guidelines are worthless if they are not accessible, maintained, and enforced. This chapter ensures the MISA brand system is sustainable.

---

9.1 Kit Manifest — Contents per Kit

9.1.1 Master Brand Kit (Internal Brand Team)

Audience: Brand Director, Brand Designers, Design Systems team
Access level: Full — all source files

9.1.2 Agency Kit (Creative / Media Agencies)

Audience: External creative agencies, media agencies, production houses
Access level: Production-ready files, no source files

9.1.3 Partner Kit (Resellers, Distributors, Integration Partners)

Audience: Technology partners, resellers, distribution partners
Access level: Co-branding assets only

9.1.4 Developer Kit (Engineering Teams, API Partners)

Audience: Internal dev teams, integration partners, API consumers
Access level: Digital-optimized assets + code

9.1.5 Quick Start Kit (New Employees, Freelancers)

Audience: New employees, freelancers, interns
Access level: Essential assets only

9.1.6 Localization Kit (Per Market)

Audience: Local marketing teams, local agencies, translators
Access level: Market-specific

(See Chapter 8 — Localization Kit Template for full structure)

---

9.2 Platform Migration Plan

9.2.1 Phase 1: Corebook (Month 1-4)

9.2.2 Phase 2: Frontify Migration (Month 5-10)

---

9.3 Governance Model

9.3.1 Roles & Responsibilities

9.3.2 Audit Cycle

9.3.3 Update Process

When there is an update to brand guidelines:

1. Brand Designer proposes change (with rationale)
2. Brand Manager reviews
3. Brand Director approves (if major change: CEO sign-off)
4. Senior Designer updates source files
5. Digital Asset Manager updates portal
6. Changelog updated
7. Notification sent to all stakeholders
8. Old assets archived (not deleted)

9.3.4 Compliance Enforcement

---

9.4 Training Plan

9.4.1 Internal Training

9.4.2 Agency Training

---

9.5 KPIs — Measuring Brand Consistency

---

Closing: Next Steps & Implementation Roadmap

This Master Brand Guidelines document represents MISA's transformation from a company with zero brand infrastructure to one with a comprehensive, internationally benchmarked brand system. The following roadmap summarizes the recommended path forward.

---

Immediate Priorities (Month 1-2)

1. Approve this document as the official MISA Brand Guidelines v1.0
2. Appoint a Brand Manager to own day-to-day execution
3. Produce essential assets: Logo files in all variants, color palette spec sheets, typography packages
4. Create the Quick Reference Card (2-page cheat sheet) for broad internal distribution
5. Set up Corebook as the initial brand portal

Short-term (Month 3-6)

1. Build the Agency Kit and onboard the first external agency with a walkthrough session
2. Produce all print templates: Business card, letterhead, envelope, folder
3. Produce all digital templates: Email signature, marketing email, social media templates, presentation deck
4. Begin the product renaming process for products identified in Section 2.5.3
5. Launch the Partner Kit and partner badge system
6. Conduct the first internal brand training across all employees

Medium-term (Month 6-12)

1. Migrate to Frontify as the enterprise brand portal
2. Commission professional photography per the photography style guide
3. Develop the illustration and icon libraries
4. Create the first Localization Kit for the priority international market
5. Establish the Brand Champions network across business units
6. Conduct the first quarterly brand audit

Long-term (Year 2+)

1. Evaluate a custom typeface for MISA (moving beyond Inter)
2. Build a full design system (component library, not just brand guidelines)
3. Expand Localization Kits to all active international markets
4. Measure and report on Brand KPIs quarterly to leadership
5. Evolve the guidelines based on audit findings, market feedback, and competitive landscape shifts

---

This document is a living system. It will evolve as MISA grows. What matters is that from this point forward, every touchpoint — every pixel, every word, every interaction — speaks with one voice.

Business, simplified.

---

MISA Corporation
Version 1.0 | March 23, 2026
Confidential — Internal & Authorized Partners Only

---