corporate identity manual

Transcription

1 corporate identity manual

2 Contents MESSAGE TO ALL USERS I - II THE BRAND THE LOGO VISUAL LANGUAGE CORPORATE STATIONERY BRAND EXPRESSION

3 e d values of th e unique bran Th. ly ve si ua pers hesively and n. Message municated co m communicatio co g n is ki d ri an st br ly r al ou su at vi, th t l les consisten y, it is essentia inces and enab nce effectivel vi ov ro pr P r scriptor: re he tu ot n e Adve from th sed by our de l el es w pr ex us s as To market the te ce tia in vince differen visit this prov Adventure Pro re when they tu n ve ad r fo that they re up ern Cape know st Ea e th to Visitors to all users I

4 The vision of the Eastern Cape Parks and Tourism Agency is reflected in the brand personality Vision A Province where Biodiversity Conservation and Tourism Management underpin sustainable development as are the four pillars of adventure that underpin the brand Big Big 7 World s most unique game experience Daring, spirited, rejuvenated Raw, natural game country Real people. Real value Unpretentious Value for money Ubuntu Caring and wholesome Explore. Discover Energy, discovery, wonder Unexplored, secret places The challenge and joy of discovery Eco-extraordinary Largest variety of landscapes on view Spectacular places, abundant natural attractions People having fun in nature These values are defined in our brand positioning through visual representation as illustrated in this manual. Strong brands are built on consistent communication and delivery of the brand and its elements. All Adventure Province communication must be tested against this brand positioning to ensure that the Eastern Cape takes up its rightful place on the world s most popular destinations map. II

5 The Brand

6 WHAT IS A BRAND? The brand is the most vital asset of any organisation. The building of a brand starts from the inside out and is made up of a combination of visual elements, services, benefits, values and personality traits which represent an organisation. The brand is the heart, the soul and the essence of an organisation. Bringing a new brand to life is an exciting and rewarding experience. Brand Positioning Brand positioning relates to the associations customers have with a brand. These associations position the brand in the customer s mind, creating a mental picture of the company, its products, services, attributes, and personality. To market a product or service effectively, it is essential to communicate a clear and compelling positioning. The brand positioning describes the unique value the brand embodies, differentiates the brand from competition, and enables consistent and clear communication. The brand positioning described on this page are the intentional values that Eastern Cape Parks & Tourism Agency aims to communicate and deliver. The brand positioning defines the ECPTA brand in five values, namely four brand drivers and a central brand essence which is the summary of the brand. These values are further defined in the brand world, which is the visual representation of these values. Strong brands are built on consistent communication and delivery of the brand positioning. All communication (adverts, brochures, press releases etc.) should thus be tested against this brand positioning to ensure that the communication contributes to building the Eastern Cape. BRAND PILLARS The four brand pillars supporting the Adventure Province are: Big 7 World s most unique game experience Daring, spirited, rejuvenated Raw, natural game country Real people. Real value Unpretentious Value for money Ubuntu Caring and wholesome Explore. Discover Energy, discovery, wonder Unexplored, secret places The challenge and joy of discovery Eco-extraordinary Largest variety of landscapes on view Spectacular places, abundant natural attractions People having fun in nature 01

7 Graphic standards and guidelines are critical elements of a corporate identity programme. The greater the consistency of logos, colours and typography, the greater the identification of the Eastern Cape Parks and Tourism brand. There may be instances where a guideline may be interpreted differently or a design application may seem to fall outside the boundaries of a particular graphic standard. When this happens, please contact the marketing and communications department. In general, the logo should be used primarily as an identification element, not as a visual element. The logo should never be altered or displayed in any way other than outlined in this guide. 02

8 The ECPTA logo as it appears in full colours. Use of this logo is preferable in all documents and marketing collateral. The ECPTA logo is the only logo to be used to represent the Adventure Province. It is important that the logo is always used correctly. The method shown in the manual is to be carefully followed. The composite logo is made up of 3 colour variations: Orange for corporate, Green for conservation and Blue for marine protected areas. 03

9 The Logo 04

10 05 The ECPTA logo in it s preferred colourways, as well as reversed out onto each of the preferred colours. Whenever practical, the standard colours should be adhered to.

11 The ECPTA logo as it appears in grayscale onto white as well as reversed out onto black. This logo should only be applied in black and white when full colour application is out of the question. 06

12 07 A certain amount of calming space is required around the logo in all necessary applications. The background area is defined by the broken line, and should be left free of any text, titles, photographs or other symbols. The logo makes a greater impact if a common clear space is maintained around it.

13 The ECPTA fonts are unique and this logo should never be typeset, drawn manually or using computer graphics. It must be reproduced from an approved computer file printed through a high quality printer. Only digital files supplied by publications should be used. Care should be taken not to distort the logo when resizing digital versions. The consistent use of these typefaces is important to the overall identification of the ECPTA. Adventure Province font golden pony ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz EASTERN CAPE font Jellyka - Estrya s Handwriting abcdefghijklmnopqrstuvwxyz A B C D E F G H I J K L M N O P Q R S T U V W X Y Z DESCRIPTOR font Conduit ITC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ BODY COPY font Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ FONT FOR MICROSOFT APPLICATIONS Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

14 Visual Language 10

15 To maintain visual integrity, a minimum size of 20mm has been established for the logo. Wherever possible the descriptor, Parks & Tourism Agency, should be used with the logo but where the logo appears smaller than 30mm, this descriptor should be dropped. The logo should never appear smaller than 20mm on printed publications. Other specialist applications that require the logo to be smaller than this must be approved by the marketing and communications department. 12mm 19mm 25mm 20mm 30mm 35mm 11

16 How NOT to use the logo on an image. How NOT to use the logo on a colour background. The wording should always stand out on a visual. If the visual is too cluttered and busy, a calm, clean area should be identified or created so the wording becomes legible. The logo should always stand out more from the background colour. The wording should always stand out on a visual. If the visual is too cluttered and busy, a calm, clean area should be identified or created so the wording becomes legible. The wording should never appear in contrasting colours. When the logo appears on any colour, the ADVENTURE PROVINCE should be white. 12

17 Colour forms a vital part of the ECPTA corporate identity and should be adhered to at all times. The colours can be used in any variation required. CINNABAR RED C7 M84 Y98 K1 R222 G79 B40 OLIVE GREEN C51 M20 Y98 K2 R139 G164 B62 MARINE BLUE C61 M24 Y23 K0 R103 G184 B181 CHROME YELLOW C8 M27 Y100 K0 R236 G184 B30 13

18 The logo colour application on a black background. C7 M84 Y98 K1 R222 G79 B40 C51 M20 Y98 K2 R139 G164 B62 C61 M24 Y23 K0 R103 G184 B181 14

19 15 The visual language is made up of the four brand pillars. Various graphic depictions have been combined to form a single graphic representation of these pillars. This is used, where relevant, to extend the identity of the Adventure Province.

20 Brand Expression 52

21 Posters Various brand elements may be used when designing marketing material such as posters. 53

22 Various applications - Digital Campaign WIN A 9 DAY WILDLIFE ADVENTURE FOR 2 GET THE SPIRIT OF ADVENTURE TO ENTER Embark on a 9-day wildlife adventure for two that will take you through the Eastern Cape s most spectacular destinations, from seashore to mountain peak. A 9 DAY WILDLIFE ADVENTUREFOR 2 EXPERIENCE THE ADVENTURE OF A LIFETIME IN THE ADVENTURE PROVINCE GET THE SPIRIT OFADVENTURE PRIZE INCLUDES A THRILLING HELICOPTER TRIP TO THE MAGNIFICENT WILD COAST. TO ENTER 54

23 55 Retractable Banners

24 Retractable Banners 56

25 57 Sharkfin Banners

26 Outdoor Display Stand 58

27 Special applications Caps Golf shirt T-shirts 62

28 Exterior signage For accurate signage guidelines please contact the the marketing and communications department. 63

29 Exterior signage For accurate signage guidelines please contact the marketing and communications department. 64