ASE Visual Identity System

ASE VISUAL IDENTITY SYSTEM
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OUR BRAND
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The ASE logo was born in 1984 upon the incorporation of Advanced Semiconductor Engineering Inc.

The logo’s smiling sun with 12 rays represents the meaning within ASE’s Chinese name.

WE ARE THE
LEADING PROVIDER
OF SEMICONDUCTOR
PACKAGING AND TEST.

USER GUIDE
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Welcome to the ASE brand identity guidelines. This manual is a guide for any user producing ASE branded communications.

The ASE logo is integral to establishing a consistent and cohesive brand identity. Here, we provide users with details of the ASE Logo and its key elements for accurate application and maximized effect across all communications.

BRAND LOGO
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This section introduces ASE’s 2023 logo, providing necessary information about its logo construction, usage and multiple variations.

Advanced Semiconductor Engineering, Inc. is now a key member of the ASE Technology Holding Co., Ltd, established in 2018. Our 2023 logo aims to better reflect our values and strengths, and the modern look represents an organization that is constantly evolving and innovating. The logo is applicable to all entities belonging to the ASE Inc organization.

The logo consists of 2 elements – the smiling sun with 12 rays, and the letters ‘ASE’. The Sun logomark carries a strong heritage and history. The wordmark is clean and distinct, representing a confident, optimistic and progressive identity. We offer multiple versions that can be implemented based on specific scenarios and requirements.

In cases where the full color version of the logo cannot be used due to incompatibility with a dark background or a certain color, we offer a duo-color version using our primary colors or an inverse white version.

Main Logo

The combination is used as the top priority when the logo is presented in the long banner shape combination.

Stacked Logo

The combination is used as the top priority when the logo is presented in a combination of square or round shapes.

Sun Logomark

Used when the logo is presented alone.

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GRID DRAWING
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The correct use of our ASE logo is vital in terms of ensuring clarity, consistency and precision. The relative sizes and positions of the logomark and wordmark are fixed and must not be altered.

CLEAR SPACE
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In all cases, ASE logo is enclosed in an exclusion zone that must remain free from other elements (type and graphics). The minimum clear space area for each logo variation is calculated using 1/4 of the x-height. The clear space area is proportional to all sizes of our ASE logo.

MINIMUM SIZE
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In order to ensure legibility and brand recognition, each logo variation should appear no smaller than what is indicated here. The measurement of our ASE logo is always specified across its full horizontal width.

40mm / 80px

16mm / 32px

15mm / 30px

INCORRECT USAGE
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It is important that the ASE logo is presented correctly and consistently across all applications. This section shows examples of incorrect use of the ASE logo.

BRAND COLOR PALETTE
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This section introduces the primary and secondary colors found in ASE’s color palette, as well as color gradients and combinations for the logo background.

PRIMARY COLORS

PANTONE 7416 C

CMYK 2 71 70 0
RGB 234 102 74
HEX EA664A

PANTONE 534 C

CMYK 98 80 40 35
RGB 29 50 83
HEX 1D3253

SECONDARY COLORS

PANTONE 113 C

CMYK 2 10 74 0
RGB 254 223 88
HEX FEDF58

PANTONE 348 C

CMYK 86 23 88 9
RGB 5 130 71
HEX 058247

PANTONE Trans. White

CMYK 0 0 0 0
RGB 255 255 255
HEX FFFFFF

COLOR GRADIENTS

PANTONE 7416 C to PANTONE 534 C 35%

PANTONE 113 C to PANTONE 7416 C 35%

PANTONE 534 C to PANTONE 348 C 70%

CONTRAST COLORS

PANTONE 299 C

CMYK 74 20 50
RGB 0 168 229
HEX 00A8E5

PANTONE 1787 C

CMYK 0 89 62 0
RGB 249 53 73
HEX F93549

PANTONE 3265 C

CMYK 75 9 45 0
RGB 0 176 162
HEX 00B0A2

PANTONE 184 C

CMYK 17 78 33 0
RGB 220 88 124
HEX DC587C

NEUTRAL COLORS

PANTONE Black C

CMYK 80 84 87 71
RGB 10 18 14
HEX 1E120E

PANTONE Cool Gray 11 C

CMYK 73 65 58 14
RGB 84 86 90
HEX 54565A

PANTONE 430 C

CMYK 59 45 40 0
RGB 112 134 140
HEX 7B868C

PANTONE 656 C

CMYK 15 10 6 0
RGB 223 226 234
HEX DFE2EA

FOIL COLORS

Because of the different metallic foils used by each manufacturer, it is not possible to specify a color number for specific use. When using, please ask the manufacturer to offer color samples and select the closest one. Refer to the color matching principle for the timing and specification of use.

Gold

Silver

AUXILIARY GRAPHICS
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The auxiliary graphics incorporate elements from the corporate logo, and can be used to strengthen the visual impact and aesthetics of designs related to ASE’s communication materials and corporate assets.