Qwaqwa Campus Brand Identity Guidelines. Qwaqwa-kampus Handelsmerk-identiteitsriglyne

Transcription

1 Qwaqwa Campus Brand Identity Guidelines Qwaqwa-kampus Handelsmerk-identiteitsriglyne Inspiring excellence. Transforming lives. Inspireer uitnemendheid. Verander lewens.

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3 Qwaqwa Campus Brand Identity Guidelines Qwaqwa-kampus Handelsmerk-identiteitsriglyne August 2017 Proud product of the Department of Communication and Brand Management Contact: Martie Nortjé +27 (0) Trotse produk van die Departement Kommunikasie en Handelsmerkbestuur Kontak: Martie Nortjé +27 (0)

4 Introduction Inleiding The University of the Free State brand The University of the Free State (UFS) brand includes, but is not limited to, the expression, reputation and related attributes of the institution. The UFS brand defines the relationship our customers have with us. It signifies the promise we make to our customers and to ourselves, and is shaped by each experience customers have with us. The UFS marketing brand is a monolithic brand. In other words, there is a singular brand, the marketing brand, that spans the set of university offerings and sub-brands identified only descriptively (i.e. no different identities) in relation to the parent university brand, and presents the central idea of integrated faculties, centres and institutes at the UFS. The academic crest is the singular accreditation brand used primarily for official university functions, such as investitures and graduations, or to give official endorsement to the official sub-brands in formal communication, and represents the highest mark of the university. The brand identity The brand identity of the UFS is identifying symbols, words or marks that distinguish the UFS corporate brand and its related products, services and programmes in the marketplace. The university is distinguished by three primary brands the academic brand, marketing brand and the Business School brand, and their related sub-brands. It includes, but is not limited to (i) the identity in black and white, (ii) the design features of the identity, (iii) the identity in colour and the colour combinations, (iv) the visual language or style used in marketing communication, and (v) the university motto and taglines, and applications thereof across the various touch points of the university which are distinguished by three primary brands the academic brand, marketing brand and the Business School brand, and their related sub-brands. e.g. signage, marketing communication, electronic communication, business forms and vehicles. The Corporate Identity Manual A tool that visually demonstrates the corporate identity across the diverse components within the university. Die Universiteit van die Vrystaat-handelsmerk Die Universiteit van die Vrystaat-handelsmerk sluit in, maar is nie beperk nie, tot die uiting, reputasie en verwante eienskappe van die instelling. Die Universiteit van die Vrystaat (UV) se handelsmerk definieer die verhouding wat ons kliënte met ons het. Dit is n teken van die belofte wat ons aan ons kliënte en aan onsself maak, en word gevorm deur elke ervaring wat ons kliënte met ons het. Die UV se bemarkings handels merk is n monolitiese handelsmerk. Met ander woorde, daar is n enkelvoudige handels merk, die bemarkingshandelsmerk, wat oor die hele spektrum van die universiteit se aanbiedinge strek, en subhandelsmerke wat slegs beskrywend geïdenti fiseer word (dws geen verskillende identiteite nie) in verhouding tot die hoof universiteits handelsmerk, en wat die sentrale idee van geïntegreerde fakulteite, sentrums en institute aan die UV voorstel. Die akademiese wapen is die enkelvoudige akkreditasie handels merk wat hoofsaaklik gebruik word vir amptelike universi teits funksies, soos bv. gradeplegtig hede en inhuldig ings, of om die amptelike sub-handels merke in formele kommuni kasie te endosseer. Dit verteen woordig die vernaamste handels merk van die universiteit. Die handelsmerkidentiteit Die handelsmerkidentiteit van die UV is identifiserende simbole, woorde of merke wat die UV se korporatiewe handelsmerk en sy verwante produkte, dienste en programme in die mark onderskei. Die universiteit word onderskei deur drie primêre handelsmerke - die akademiese handelsmerk, bemarkingshandelsmerk en die Sakeskool-handelsmerk, en hul verwante subhandelsmerke. Dit sluit in, maar is nie beperk nie, tot (i) die identiteit in swart en wit, (ii) die ontwerpelemente van die identiteit, (iii) die identiteit in kleur en die kleur kombinasies, (iv) die visuele taal of styl wat gebruik word in bemarkings kom muni kasie, en (v) die universi teitsleuse en -riglyne, en die toepassings daarvan in die verskillende raakpunte van die universi teit, wat gekenmerk word deur drie primêre handelsmerke - die akademiese handelsmerk, bemarkingshandelsmerk en die Sakeskoolhandels merk, en hul verwante sub-handelsmerke, bv. naamborde, bemarkingskommunikasie, elektroniese kommunikasie, besigheidsvorms en voertuie. Die Korporatiewe Identiteitshandleiding n Instrument wat visueel die korporatiewe identiteit in die diverse komponente binne die universiteit demonstreer. 4

5 Strategic positioning Strategiese posisionering Vision Values The following five core values represent deeply held commitments that inform every policy and steer every action. These values underpin both the Academic Project and the Human Project of this university. Visie Waardes Die volgende vyf kernwaardes verteen woor dig diep gesetelde verbintenisse wat gestalte gee aan elke beleid en wat elke aksie rig. Hierdie waardes ondersteun sowel die Akademiese Projek as die Menseprojek van hierdie universiteit. A university recognised across the world for excellence in academic achievement and human reconciliation. Mission The university will pursue this vision through its mission: Setting the highest standards for undergraduate and postgraduate education. Recruiting the best and most diverse students and professors into the university. Advancing excellence in the scholarship of research, teaching and public service. Demonstrating in everyday practice the value of human togetherness and solidarity across social and historical divides. Advancing social justice by creating multiple opportunities for disadvantaged students to access the university. Promoting innovation, distinctiveness and leadership in both academic and human pursuits. Establishing transparent opportunities in lifelong learning for academic and support staff. Superior scholarship Human embrace Institutional distinctiveness Emergent leadership Public service Motto IN VERITATE SAPIENTIAE LUX (In Truth is the Light of Wisdom) Personality Inspiring. Vibrant. Welcoming. Creative. Positioning The University of the Free State is a South African university with global standing that inspires and empowers through life-changing learning and experiences. Essence Inspiring excellence. Transforming lives. n Universiteit wat regoor die wêreld gehuldig word vir uitnemendheid in akademiese prestasie en die versoening van mense. Missie Die universiteit sal hierdie visie nastreef deur sy missie: Deur die hoogste standaarde vir voorgraadse en nagraadse opleiding te stel. Werwing van die beste en mees diverse studente en professore vir die universiteit. Bevordering van akademiese uitnemendheid in die vakkundigheid van navorsing, onderrig en openbare diens. Om die waarde van menslike samesyn en solidariteit oor sosiale en historiese skeidslyne heen in die daaglikse gang van sake te toon. Bevordering van sosiale geregtigheid deur die skepping van veelvuldige geleenthede vir agtergeblewe studente om toegang tot die universiteit te verkry. Bevordering van innovasie, onderskeibaarheid en leierskap in sowel akademiese as menslike strewes. Om deursigtige geleenthede in lewenslange leer vir akademiese en ondersteuningspersoneel te bewerkstellig. Superieure vakkundigheid Die volkome, onvoorwaardelike aanvaarding van mense Institusionele onderskeibaarheid Opkomende leierskap Openbare diens Leuse IN VERITATE SAPIENTIAE LUX (In Waarheid is die Lig van Wysheid) Persoonlikheid Inspirerend. Lewendig. Verwelkomend. Kreatief. Posisionering Die Universiteit van die Vrystaat is n Suid- Afrikaanse universiteit met globale erkenning, wat inspireer en bemagtig deur lewensveranderende onderrig en ervarings. Wese Inspireer uitnemendheid. Verander lewens. 5

6 Brand architecture Handelsmerkargitektuur Academic crest Akademiese wapen Campuses Kampusse Faculty affiliation Fakulteit-affiliasie For ceremonial use Selected marketing applications - letterheads Electronic signature Academic publications Academic blazer Vice-Chancellor s office Alumni Vir seremoniële gebruik Uitgesoekte bemarkingsaanwending briefhoode Elektroniese handtekening Akademiese publikasies Akademiese baadjie Visekanselier se kantoor Alumni All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Faculties Fakulteite Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels As a secondary symbol on faculty marketing material Selected promotional collateral As n sekondêre simbool op fakulteits bemarkingsmateriaal. Uitgesoekte promosieverwante aanwendinge Marketing Brand Bemarkingshandelsmerk Business School Sakeskool All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels 6

7 Institute Instituut KovsieSport KovsieSport Kovsie Rag Community Service Kovsie Jool Gemeenskapdiens All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Student Affairs Studentesake Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels To be used in conjuction with the UFS marketing logo All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Shimlas Shimlas Moet saam met die UVbemarkingslogo gebruik word Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels To be used in conjuction with the UFS marketing logo All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Moet saam met die UVbemarkingslogo gebruik word Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels KovsieFM KovsieFM All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Kovsies Kovsies Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels To be used in conjuction with the UFS marketing logo Specific marketing material Advertising Promotion articles SRC SR Moet saam met die UVbemarkingslogo gebruik word Spesifieke bemarkingsmateriaal Reklame Promosie-artikels To be used in conjuction with the UFS marketing logo All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Moet saam met die UVbemarkingslogo gebruik word Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels To be used in conjuction with the UFS marketing logo Specific marketing material Advertising Promotion articles Moet saam met die UVbemarkingslogo gebruik word Spesifieke bemarkingsmateriaal Reklame Promosie-artikels All marketing and marketfacing communication Administrative documentation Advertising Stationery Office signature Promotion articles Alle bemarkings- en markgerigte kommunikasie Administratiewe dokumentasie Reklame Skryfbehoeftes Kantoor-aanwysings Promosie-artikels IRAWA IRAWA KovsieGear 7

8 Marketing brand Bemarkingshandelsmerk The marketing brand symbolically expresses a state of free thinking. This is the vehicle through which the university will market its brand and branded programmes, including faculties, units and departments. Importantly, it also functions as a unifying symbol for staff, students and alumni. Application All marketing and market-facing communication Administrative documentation / stationery Promotion and advertising Die bemarkingshandelsmerk simboliseer die uitdruk king van n toestand van vrye denke. Dit is die medium waardeur die universiteit sy handelsmerk en handels merk programme sal bemark, waaronder fakulteite, eenhede en departemente. Die belangrikste is dat dit as n verenigende simbool vir personeel, studente en alumni sal funksioneer. Toepassing Alle bemarkings- en markverwante kommunikasie Administratiewe dokumentasie / skryfbehoeftes Promosie en reklame Correct horizontal application Korrekte horisontale gebruik Vertical application Vertikale gebruik Marketing brand rationale Bemarkingshandelsmerk-uiteensetting Free State Free State of Mind Free State of Interaction Free State of Expression Free State of Thinking Interconnection, Infinity Vrystaat Vry-staat van Gees Vry-staat van Interaksie Vry-staat van Uitdrukking Vry-staat van Denke Interverwantskap, Oneindigheid Shape - University Academic - Shield Credibility Determine brand location Affiliation Vorm - Universiteit Akademies Skild Geloofwaardigheid Bepaal handelsmerkligging Affiliasie University of the Free State Explore Boundaries - Inspiring Excellence Integration - Equality and Tolerance Continuous - Transformation Freedom of Being - a Free State Universiteit van die Vrystaat Verken Grense -Inspireer uitnemendheid Integrasie -Gelykheid en verdraagsaamheid Deurlopend - Transformasie Vryheid van Wees - n Vry-staat Simplified marketing brand - Horizontal Vereenvoudigde handelsmerk - Horisontaal Application Corporate gifts Corporate clothing Simplified marketing brand - Vertical Vereenvoudigde handelsmerk - Vertikaal Toepassing Korporatiewe geskenke Korporatiewe klere 8

9 Qwaqwa campus marketing brand Qwaqwa-kampus-bemarkingshandelsmerk The marketing brand symbolically expresses a state of free thinking. This is the vehicle through which the university will market its brand and branded programmes, including faculties, units and departments. Importantly, it also functions as a unifying symbol for staff, students and alumni. Application All marketing and market-facing communication Administrative documentation / stationery Promotion and advertising Die bemarkingshandelsmerk simboliseer die uit druk king van n toestand van vrye denke. Dit is die medium waardeur die universiteit sy handelsmerk en handels merk programme sal bemark, waaronder fakulteite, eenhede en departemente. Die belang rikste is dat dit as n verenigende simbool vir personeel, studente en alumni sal funksioneer. Toepassing Alle bemarkings- en markverwante kommunikasie Administratiewe dokumentasie / skryfbehoeftes Promosie en reklame Correct horizontal application Korrekte horisontale gebruik 9

10 Colour formulas Kleurformules The blue and cherry red colours are historical and remain as part of an unchanging heritage. The addition of the dark grey and silver acts as a calming agent amid a variety of colour when considering the faculty spectrum as well. The primary corporate spectrum below is applicable to all brand marks, including the faculty marketing brand marks. Die blou en rooi kleure is histories en bly deel van n onveranderlike erfenis. Die aanvulling van die donkergrys en liggrys het n kalmerende uitwerking te midde van n verskeidenheid kleure, ook wanneer die fakulteitspektrum oorweeg word. Die primêre korporatiewe spektrum hieronder is van toepassing op alle handelsmerke, waaronder die fakulteite se bemarkingshandelsmerke. Primary colours Primêre kleure UFS Red UV-rooi 187 C 8% M 100% Y 79% K 28% R 167 G 25 B 48 Hex: A71930 Black Swart Black C 0% M 0% Y 0% K 100% R 0 G 0 B 0 Hex: UFS Blue UV-blou 2768 C 100% M 83% Y 0% K 56% R 15 G 32 B 75 Hex: 0F204B UFS Grey UV-grys Cool Grey 8C C 23% M 17% Y 13% K 46% R 139 G 141 B 142 Hex: 8B8D8E Qwaqwa Campus Qwaqwa-kampus 354 C 81% M 0% Y 92% K 0% R 0 G 177 B 64 Hex: 00B140 UFS Silver UV-silwer Cool Grey 6C C 16% M 11% Y 11% K 27% R 139 G 168 B 170 Hex: A4A6A8 10

11 Secondary colours pertaining to individual faculties and departments Sekondêre kleure met betrekking tot individuele fakulteite en departemente The secondary colour spectrum is only relevant to the individual faculties (except for Economic and Management Sciences, which uses the primary corporate blue). These colours also have a historic affiliation with colours that remain unchanged as part of its heritage. Die sekondêre kleurspektrum is slegs van toepassing op die individuele fakulteite (behalwe vir Ekono miese en Bestuurswetenskappe, wat gebruik maak van die primêre korporatiewe blou). Hierdie kleure het ook n historiese verbintenis met kleure wat onveranderd bly as deel van die erfenis. Faculty of Law Fakulteit Regsgeleerdheid 193 C 2% M 100% Y 60% K 11% R 187 G 19 B 62 Hex: BB133E Faculties Fakulteite Faculty of Natural and Agricultural Sciences Fakulteit Natuur- en Landbouwetenskappe 286 C 100% M 75% Y 0% K 0% R 0 G 57 B 167 Hex: 0039A6 Faculty of Economic and Management Sciences Fakulteit Ekonomiese en Bestuurswetenskappe 2768 C 100% M 83% Y 0% K 56% R 15 G 32 B 75 Hex: 0F204B Faculty of Theology Fakulteit Teologie 1245 C 7% M 37% Y 99% K 19% R 198 G 147 B 23 Hex: C59217 Faculty of Education Fakulteit Opvoedkunde 329 C 100% M 14% Y 60% K 52% R 0 G 103 B 90 Hex: 00675A Institute and Student Affairs Instituut en Studentesake Faculty of Health Sciences Fakulteit Gesondheidswetenskappe 2617 C 82% M 100% Y 0% K 8% R 73 G 14 B 111 Hex: 490E6F Cool Grey 8C C 23% M 17% Y 13% K 46% R 139 G 141 B 142 Hex: 8B8D8E Faculty of the Humanities Fakulteit Geesteswetenskappe 144 C 0% M 58% Y 100% K 0% R 234 G 132 B 0 Hex: E C 0% M 58% Y 100% K 0% R 234 G 132 B 0 Hex: E

12 Typography Tipografie Primary typography Primêre tipografie The primary alphanumeric typeface is used for all corporate and marketing communication applications, such as stationery, brochures, marketing collateral, signage, etc. Within the context of Leitura Sans, we employ four styles in the font family. The font is selected for its simple, clear, modern and elegant characteristics. The quick brown fox... is a sentence that contain all characters. The quick brown fox jumps over the lazy dog Die primêre alfanumeriese lettertipe word gebruik vir alle korporatiewe en bemarkings kommunikasieaanwendinge, soos skryfbehoeftes, brosjures, bemarkings aanwendinge, handelsmerke, ens. Binne die konteks van Leitura Sans, gebruik ons vier style in die lettertipe-familie. Die lettertipe is gekies vir sy eenvoudige, helder, moderne en elegante eienskappe. The quick brown fox... is n sin wat oor al die karakters beskik. aa Leitura Sans: Corporate and marketing communications Leitura Sans: Korporatiewe en bemarkingskommunikasie LEITURA SANS 1 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS 2 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS 3 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS 4 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS ITALIC 1 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS ITALIC 2 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS ITALIC 3 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ LEITURA SANS ITALIC 4 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[] (.,;:!?)<>*^ 12

13 Secondary typography Sekondêre tipografie Arial is used as the font for electronic or digital communication, such as PowerPoint presentations, documents, letters, contents, and as the website font, where text cannot be set as an image. Arial is used because it is the closest font to Leitura available on the average computer or digital environment, so the brand font does not default to another font online that does not match the brand image. Arial word gebruik as die lettertipe vir elektroniese of digitale kommuni kasie, soos met PowerPoint-aanbiedinge, dokumente, briewe, e-posinhoud, asook die webwerf-lettertipe, waar die teks nie as n beeld neergelê kan word nie. Arial word gebruik omdat dit die naaste lettertipe aan Leitura is wat op die gemiddelde rekenaar of digitale omgewing gelaai is, sodat die handelsmerklettertipe nie kan verander na n ander aanlynlettertipe wat nie pas by die handelsmerk se beeld nie. The quick brown fox jumps over the lazy dog aa Arial: Internal communication and electronic default for corporate and marketing communication. Arial: Interne kommunikasie- en elektroniese verstek vir korporatiewe en bemarkingskommunikasie. Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[](.,;:!?)<>*^ Arial Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[](.,;:!?)<>*^ Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[](.,;:!?)<>*^ Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ @#%&{}[](.,;:!?)<>*^ 13

14 Strip Strook One device is more common, namely the strip used at the bottom of almost all communication material. This strip is used to separate the key image and message from the brand signature. It is also used to house certain contact information as illustrated below. Unlike the general graphic device, this device always appears in the same university red, regardless of university or faculty applications. Een aanwending is meer algemeen, naamlik die strook wat aan die onderkant van byna alle kom muni kasiemateriaal verskyn. Die strook word gebruik om die hoofbeeld en boodskap van die handelsmerk te skei. Dit word ook gebruik om sekere kontakinligting in te plaas, soos hieronder geïllustreer. In teen stelling met die algemene grafiese aanwending, verskyn hierdie aanwending altyd in dieselfde universiteitsrooi, ongeag van die uni versiteits- of fakulteits toepassings. UFS strip used on A4 advertisement UV-strook gebruik op A4-advertensie Example of UFS strip Voorbeeld van UV-strook The information that appears on the strip, is contact information such as a telephone number, an address, and the university or faculty s web address. The area below the contact information is reserved for the essence of the university. Die inligting wat op die strook kan verskyn, is kon tak inligting soos n telefoonnommer, e-posadres en die uni versiteit of fakulteit se webadres. Onder die kontak inligting verskyn die wese van die universiteit. Inspiring excellence. Transforming lives. Inspireer uitnemendheid. Verander lewens. 14

15 Corporate strip guidelines Riglyne vir korporatiewe strook Correct positioning and proportion on an A4 portrait page I Korrekte posisie en verhouding op n A4-portretblad The specifications for the corporate strip and placement of the marketing logo is determined on an A4-sized page. The designer is then expected to resize or reduce the strip, in proportion, to other standard A-sized sheets. This proportion is applicable to sheets from A5 to A0 size. The size for the corporate strip on an A4 page is determined as follows: Die spesifikasies vir die korporatiewe strook en plasing van die bemarkingshandelsmerk daarop word op n A4-grootte bladsy deurgegee. Daar word dan van die ontwerper verwag om self hierdie mates in verhouding te vergoot en te verklein na die ander standaard A-grootte bladsye. Die verhoudings is van toepassing op groottes vanaf A5 tot en met A0. Die mates vir die korporatiewe strook en handelsmerk op n A4-blad word as volg bepaal: A4 Portrait Portret The strip is 190 mm wide and 16 mm high. The strip is placed, on the horizontal plane, in the centre of the page. It will then be 10 mm away from either side of the page. The strip is then divided into six evenly spaced imaginary vertical segments. The strip is placed 14 segments away from the bottom of the page. The bottom two corners are round, with a radius of 3 mm. Die strook is 190 mm wyd en 16 mm hoog. Die strook word op die horisontale vlak in die middel van die bladsy geplaas, dus 10 mm weg van albei kante van die bladsy. Die strook word vertikaal in ses gelyke denkbeeldige segmente verdeel. Die strook word dan 14 segmente vanaf die onderkant van die bladsy geplaas. Die onderste twee hoeke is rond, met n radius 3 mm. 15

16 Placement of the marketing brand on the strip I Plasing van die bemarkingshandelsmerk op die strook The size of the marketing logo is determined by the size of the strip. The height of the shield part of the logo is equal to the height of the strip. The marketing logo is placed on the right-hand side, below the strip. The U of UFS is 2 segments from the bottom of the strip. The far right part of the marketing logo is 2 segments away from the right-hand side of the strip. Die grootte van die handelsmerk word bepaal deur die grootte van die strook. Die hoogte van die skild -gedeelte is gelyk aan die hoogte van die strook. Die bemarkingshandelsmerk word aan die regterkant, onderaan die strook geplaas. Die U van UV is 2 segmente vanaf die onderkant van die strook. Die heel regterkantste punt van die handelsmerk is twee segmente vanaf die strook se regterkant. Contact information, social media and the essence I Kontakbesonderhede, sosiale media en die wese Contact information is added in white, using 10pt Leitura Sans Grot 2. The contact information is placed inside the strip, 1 segment from the top and 2 segments from the left. Social media icons are applied at a 10pt size. The social media icons are placed 3 segments from the top and 2 segments from the left side of the strip. The essence is written in UFS blue and 11pt, Leitura Sans, italic 2. The essence is placed 2 segments from the bottom of the strip. The essence lines up to the left with the contact information and social media icons. Kontakbesonderhede word in wit 10pt Leitura Sans Grot 2 aangewend. Die kontakbesonderhede word 1 segment van bo en 2 segmente van links, binne-in die strook geplaas. Sosiale media-kentekens word in 10pt-grootte aangewend. Die sosiale media-kentekens word 3 segmente vanaf die bokant van die strook en 2 segmente vanaf die linkerkant van die strook geplaas. Die wese word in UV-blou 11pt, Leitura Sans, italic 2 aangewend. Die wese word twee segmente van die onderkant van die strook geplaas. Die wese lyn aan die linkerkant op met die kontakbesonderhede en sosiale media-kentekens. 16

17 Correct positioning and proportion on an A4 landscape page I Korrekte posisie en verhouding op n A4-landskapblad The specifications for the corporate strip and placement of the marketing logo is determined on an A4-sized page. The designer is then expected to resize or reduce the strip, in proportion, to other standard A-sized sheets. This proportion is applicable to sheets from A5 to A0 size. The size for the corporate strip on an A4 page is determined as follows: Die spesifikasies vir die korporatiewe strook en plasing van die bemarkingshandelsmerk daarop word op n A4-grootte bladsy deurgegee. Daar word dan van die ontwerper verwag om self hierdie mates in verhouding te vergoot en te verklein na die ander standaard A-grootte bladsye. Die verhoudings is van toepassing op groottes vanaf A5 tot en met A0. Die mates vir die korporatiewe strook en handelsmerk op n A4-blad word as volg bepaal: A4 Landscape Landskap The strip is 270 mm wide and 16 mm high. The strip is placed, on the horizontal plane, in the centre of the page. It will then be 10 mm away from either side of the page. The strip is then divided into six evenly spaced imaginary vertical segments. The strip is placed 14 segments away from the bottom of the page. The bottom two corners are round, with a radius of 3 mm. Die strook is 270 mm wyd en 16 mm hoog. Die strook word op die horisontale vlak in die middel van die bladsy geplaas, dus 10 mm weg van albei kante van die bladsy. Die strook word vertikaal in ses gelyke denkbeeldige segmente verdeel. Die strook word dan 14 segmente vanaf die onderkant van die bladsy geplaas. Die onderste twee hoeke is rond, met n radius 3 mm. 17

18 Placement of the marketing brand on the strip I Plasing van die bemarkingshandelsmerk op die strook The size of the marketing logo is determined by the size of the strip. The height of the shield part of the logo is equal to the height of the strip. The marketing logo is placed on the right-hand side, below the strip. The U of UFS is 2 segments from the bottom of the strip. The far right part of the marketing logo is 2 segments away from the right-hand side of the strip. Die grootte van die handelsmerk word bepaal deur die grootte van die strook. Die hoogte van die skild -gedeelte is gelyk aan die hoogte van die strook. Die bemarkingshandelsmerk word aan die regterkant, onderaan die strook geplaas. Die U van UV is 2 segmente vanaf die onderkant van die strook. Die heel regterkantste punt van die handelsmerk is twee segmente vanaf die strook se regterkant. Contact information, social media and the essence I Kontakbesonderhede, sosiale media en die wese Contact information is added in white, using 10pt Leitura Sans Grot 2. The contact information is placed inside the strip, 1 segment from the top and 2 segments from the left. Social media icons are applied at a 10pt size. The social media icons are placed 3 segments from the top and 2 segments from the left side of the strip. The essence is written in UFS blue and 11pt, Leitura Sans, italic 2. The essence is placed 2 segments from the bottom of the strip. The essence lines up to the left with the contact information and social media icons. Kontakbesonderhede word in wit 10pt Leitura Sans Grot 2 aangewend. Die kontakbesonderhede word 1 segment van bo en 2 segmente van links, binne-in die strook geplaas. Sosiale media-kentekens word in 10pt-grootte aangewend. Die sosiale media-kentekens word 3 segmente vanaf die bokant van die strook en 2 segmente vanaf die linkerkant van die strook geplaas. Die wese word in UV-blou 11pt, Leitura Sans, italic 2 aangewend. Die wese word twee segmente van die onderkant van die strook geplaas. Die wese lyn aan die linkerkant op met die kontakbesonderhede en sosiale media-kentekens. 18

19 Co-branding Medehandelsmerke The co-branding relationship depends on whose brand is the primary one. Assuming the university is the primary party and the secondary party is cobranding with the university, two rules apply: Die handelsmerkverhouding hang af van watter handelsmerk die primêre een is. Gestel die universiteit is die primêre party en die sekondêre party werk saam met die universiteit, dan geld twee reëls: Example of a single co-branding logo Voorbeeld van n enkele medehandelsmerk Example of multiple co-branding logos Voorbeeld van verskeie medehandelsmerke 1. The university brand is first in order of appearance or prominence where there is more than one brand involved. 2. The relationship between the branding size of the university s logo and another logo is at most on a scale of 1:1 (university : other) or reduced to 70% (1:0.7) of the university s logo. 1. Die universiteitshandelsmerk is eerste in die voorkoms-orde of belangrikheid wanneer daar meer as een handelsmerk teenwoordig is. 2. Die verhouding tussen die handelsmerkgrootte van die universiteit se logo en n ander logo is op die meeste teen n verhouding van 1:1 (universiteit : ander) of word verminder tot 70% (1:0.7) van die universiteit se logo-grootte. 19

20 Wrong application Verkeerde aanwending Incorrect use of colour I Verkeerde gebruik van kleur Over the past sections of this document, we ve understood how to use the brand mark in a correct and consistent manner. Here are some examples of what not to do as far as the general marketing brand is concerned. These apply to all other marketing- related brand marks as well as symbols. As a general rule, we should always seek to keep the original state of the brand mark composition, adhere to the colour specifications and keep the visual impact as clean and pure as it is intended to be. In die voorafgaande afdelings van hierdie dokument het ons geleer hoe om die handelsmerk op die korrekte en konsekwente manier te gebruik. Hier is n paar voorbeelde van wat om nie te doen nie sover dit die algemene bemarkings handelsmerke aangaan. Hierdie is ook van toepassing op alle ander bemarkings verwante handelsmerke en simbole. As n algemene reël moet ons altyd probeer om by die oorspronklike vorm van die handels merk same stelling te hou, die kleurspesifikasies nakom en die visuele impak so suiwer te hou as wat dit bedoel is. Brandmark over an image Handelsmerk bo-oor n foto Full colour brandmark on a colour background Volkleur-handelsmerk op n kleur-agtergrond Reversed out brandmark on a non-university colour Omgekeerde handelsmerk op n nie-universiteits kleur Coloured single colour brandmark Gekleurde enkelkleurhandelsmerk Coloured single colour brandmark Gekleurde enkelkleurhandelsmerk Single colour brandmark on a colour Enkelkleurhandelsmerk op n gekleurde agtergrond 20

21 Incorrect use of format I Verkeerde gebruik van formaat Changing the stacking order Verander die stapelingsorder Changing the sequence Verander die volgorde Shifting the scale of elements Verander die skaal van elemente Changing the typograpy Verander die tipografie Changing the stacking and text formats Verander die stapeling en teks-formate Stretching the typograpy Uitrek van tipografie 21

22 Stationery Skryfbehoeftes Business card Visitekaartjie Letterhead Briefhoof In this set of stationery, we encounter the use of the academic crest as endorsement at the bottom of the letterhead and complimentary slip. On the envelope, it appears on the top flap, aligned with the contact information. The Arial font is used throughout in business communication, as well as in the footer. 1. In hierdie stel skryfbehoeftes word die akademiese wapen as endossement aan die onderkant van die briefhoof en komplimentêre strokie gebruik. Op die koevert verskyn dit op die boonste flap, wat in lyn is met die kontakinligting. Die Arial-lettertipe word deurgaans in besigheidskommunikasie, asook in die voetskrif gebruik Academic crest endorsement / Akademiese wapen-endossement 2. Colour tab in corporate red on the envelopes / Kleurblokkie in korporatiewe rooi op die koeverte C4 Envelope Koevert Compliments slip Komplimentêre strokie 22

23 Certificates Sertifikate Competency-based short learning programmes Vaardigheidsgebaseerde kort leerprogramme A university certificate is issued by the faculty/ department/school/centre/unit for candidates who successfully comply with the requirements of the competency-based SLP. The certificate includes: the UFS crest; an embossment of the UFS crest; the faculty/school/centre/unit and, if applicable, the department which offered the SLP; a statement that the SLP has been successfully completed; the title of the SLP; the DIRAP-accredited code the certificate number; the name and relevant number of the student; the NQF exit level and credits of the SLP; a short description of the content; the learning outcomes; the date issued; signature of the dean and head of the academic entity; the qualification towards which the SLP is credit-bearing, where applicable; and the CEUs, if relevant. n Universiteitsertifikaat word deur die fakulteit/ departe ment/skool/sentrum/eenheid uitgereik aan kandi date wat suksesvol aan die vereistes vir die vaar dig heid sge baseerde KLP s voldoen. Die sertifi kaat sluit in: die UV se wapen; n reliëf van die UV wapen; die fakulteit/skool/sentrum/eenheid en, indien van toepassing, die departement wat die KLP aangebied het; n verklaring dat die KLP suksesvol voltooi is; die titel van die KLP; die DINAB-geakkrediteerde kode die sertifikaatnommer; die naam en toepaslike nommer van die student; die NKR-uittreevlak en krediete van die KLP; n kort beskrywing van die inhoud; die leeruitkomste; die datum van uitreiking; die handtekening van die dekaan en hoof van die akademiese entiteit; die kwalifikasie ten opsigte waarvan die KLP kredietdraend is, waar van toepassing; en die VOE s indien van toepassing. 23

24 Attendance certificate Bywoningsertifikaat Co-branding on attendance certificates Medehandelsmerke op bywoningsertifikate 24

25 Proposal documents Voorleggingsdokumente General marketing Algemene bemarking 25

26 Advertisements Advertensies Distinction between general university and facultyrelated advertising relies strongly on the use of colour to differentiate. The examples on this page explore both image and text-only type print advertisements. Standard A-sized portrait advertisements Standaard A-grootte portretadvertensies This design is applicable to A5-, A4- and A3-size portrait adverts. The use of colours are limited to the university s corporate colours, mainly red (Pantone 187) and blue (Pantone 2768). Onderskeid tussen algemene universiteits- en fakulteitsverwante advertensie berus sterk op die gebruik van kleur. Die voorbeelde op hierdie blad toon sowel beeld- as teks-gedrukte advertensies. Hierdie ontwerp is van toepassing op A5-, A4- en A3-grootte portretadvertensies. Die kleur wat gebruik mag word, is beperk tot die universiteit se korporatiewe kleure, naamlik rooi (Pantone 187) en blou (Pantone 2768). Example: Faculty A5 Voorbeeld: Fakulteit-A5 Example: General A4 advert Voorbeeld: Algemene A4-advertensie 26

27 PowerPoint presentations PowerPoint-aanbiedinge Presentation templates are available electronically. Consistency of the basic elements such as layout, use of the red colour strip and position of the applicable brandmark is what will characteristically tie the various presentations together. The PowerPoint template is available on the intranet. Aanbiedingstemplate is elektronies beskikbaar. Die konsekwente toepassing van die basiese elemente soos die uitleg, die gebruik van die rooi kleurstrook en posisie van die toepaslike handelsmerk is die kenmerk wat die verskillende aanbiedings saambind. n Templaat van die PowerPoint-dokument is op die intranet beskikbaar. 27

28 Electronic invitations Elektroniese uitnodigings Example of electronic invitation Voorbeeld van elektroniese uitnodiging A4 General invitation in Microsoft PowerPoint A4-grootte algemene uitnodiging in PowerPoint 28