Corporate Identity Manual 2018

Transcription

1 Corporate Identity Manual 2018

2 Our Company Our Brand The Form-Scaff logo is the symbol of our company and all that we stand for. It must be depicted precisely and consistently. The logo execution, the colours and the typefaces have been selected to work together as our corporate identity (CI). This manual provides a comprehensive guide for the correct use of our CI. We are an operating division of Waco International, a highly respected global commercial and industrial services business. II

3 Waco International Brand Architecture Waco International is the controlling entity of the global business. III

4 Waco International Brand Architecture Waco International is the controlling entity of the global business. Waco International currently has a portfolio of eleven businesses operating under three geographically located companies. The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International. Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions). IV

5 Waco International Brand Architecture Waco International is the controlling entity of the global business. Waco International currently has a portfolio of eleven businesses operating under three geographically located companies. The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International. Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions). The primary value of Waco International lies within the subsidiaries and their established and respected brands. Construction Equipment Each subsidiary business is unique, offering an array of specialist products and services for a defined segment of the equipment rental and industrial services markets. (Primary offer) By communicating its alignment with Waco International, each subsidiary is able to leverage the competitive advantage of scale, financial backing, innovation and global expertise. (Secondary offer) V

6 «Print» Defining the Relationship Between Waco International and the Operating Brands Waco International is a global group operating on 3 continents, in 16 countries, at over 100 locations. It is important to continually reinforce that the operating brands are part of a much The Waco Endorsement bigger operation. This alignment helps the operating brands punch above their weight; associating them with the financial backing, innovation and global expertise of the Group. Secondly, the profile and size of Waco The Waco Footprint Digital International is raised with every potential Print customer, investor, employee and stakeholder through every alignment opportunity. Two communication elements are used to achieve this and the application of these is covered in the next pages. VI

7 The Waco Endorsement This element is a brand building property for the Waco International Group. It communicates scale, shared values and teamwork. It may be updated periodically in order to remain relevant in a changing market. It should appear on marketing collateral such as advertising, stationery and digital elements. Exclusion Area The endorsement must always appear in full colour against white, or white only against the Waco International blue, grey or any of the operating brand s primary colours. It should be positioned in the bottom quarter of the design on either the left or right and must accommodate the minimum exclusion area. This exclusion area is equal to the height and width of the globe. Logo Relationship The We are Waco logo size must always be a minimum of 40% and a maximum of 60% of the brand logo size. VII

8 «Print» The Waco Footprint To visualise the extent of Waco International, a Digital global map is used. The logos of all international brands must be shown. The positioning of the group reinforces Waco International s standing as a global player and every subsidiary should use the same message to communicate the Group s positioning. This copy can be used in either 1st or 3rd person. [Headline] Print We are Waco International [Body Copy] [Insert Operating Brand] is part of Waco International, a focused equipment rental and industrial services business with operations in Africa (South Africa and other sub-saharan African countries), Australasia (Australia and New Zealand) and the United Kingdom. The Group provides services in the areas of formwork, shoring and scaffolding, insulation, painting and blasting, hydraulics and suspended access platforms, relocatable modular buildings, portable sanitation products and integrated hygiene services. VIII

9 Section 1 01 The Form-Scaff Brand Logo 03 Proportional Construction of Logo 04 Logo Exclusion Area 05 Correct Use of the Brand Logo 06 Single Colour Application of the Brand Logo 07 Incorrect Use of the Brand Logo 08 Brand Slogan 09 Colour Palette 10 Corporate Typefaces 11 Using the Logo in External Brand Partnerships Section 2 15 Applying the Brand Identity 16 Letterhead 17 Business Cards 18 Signature 20 PowerPoint Presentation 21 Branch Signage 22 Vehicle Branding 23 Truck Branding 24 Clothing Caps and Shirts 25 Event Material Banners 12 Product Logos 13 Product Logos Single Colour Application IX

10 «Print» Branding Elements Section 1

11 Brand Logo The Form-Scaff brand logo is a visual statement of our vision, values, strength and integrity. By following this guide, you help define Form Scaff for our customers, partners, and employees. Equally important, you help them recognise, differentiate, and remember the Form-Scaff brand. It is an extremely valuable asset and this corporate identity guide (CI) has been produced to help people who use the brand to understand how it must be correctly, and consistently applied. It offers a framework for making and evaluating creative decisions. If you have questions about how to use any brand elements, or need additional information contact admin@quartermaster.co.za Proportions The logo must strictly adhere to the following proportions: Height = Width = You can download the logo in a variety of formats from downloads/formscaff.html 1

12 There are two visual elements to the logo: The symbol may be used on its own, when circumstances dictate. The logotype is NEVER used without the symbol. The logo font is Haettenschweiller. The symbol The logotype 2

13 x x x x x Proportional Construction of the Logo The logo is physically constructed according to the proportions shown. The Brand Logo must NEVER be drawn. The symbol is ALWAYS positioned on the left of the logotype. To ensure consistency of application, the Brand Logo and all product logos illustrated in this manual should always be reproduced from the digital artwork provided. The space between the icon and the logo is X. The space between the logo and slogan is X. X is defined by the width of the F Formwork & Scaffolding Solutions 3

14 Logo Exclusion Area Exclusion Area An exclusion area is the amount of clear space there must be around the logo. This ensures that the logo always bold and clear. No objects must intrude into this space. The exclusion area is defined as 50% of the width and height of the height of the slanted FS icon. = Exclusion Area (50%) 4

15 Correct Use of the Brand Logo The Brand Logo against a white background. The Brand Logo used in full colour against a grey background. The Brand Logo in red against a black background. The Brand icon in full colour. 5

16 Single Colour Application of the Brand Logo White Brand Logo against a red background. Black Brand Logo against a white background. Red Brand Logo against a white background. White Brand Logo against a black background. Black Brand Logo against a grey background. Red Brand Logo against a black background. White Brand Logo against a dark grey background. Black Brand Logo against a light grey background. Red Brand Logo against a light grey background. 6

17 Incorrect Use of the Brand Logo Incorrect use of colour Do not rotate, invert, spin, angle or pivot the logo Logo has been distorted Do not add any other graphic elements Missing logo elements Old logo with corporate signature The Form-Scaff logo letters have been displayed vertically. 7

18 Brand Slogan Our brand slogan defines what we do - Scaffolding & Formwork Solutions Example 1 Brand Logo It is used in conjunction with the brand logo to reinforce this association with customer through communication elements such as advertising, marketing collateral, digital and stationery. Formwork & Scaffolding Solutions Brand Slogan (Universe LT Std 55 Roman) When used together, a fixed relationship must be maintained to ensure that the brand positioning line does not detract from the Brand Logo. This is displayed. The brand positioning line should be set in Universe LT Std 55 Roman. (Example 1) Example 2 However the Brand Slogan may be positioned separately within the same element of communication. (Example 2) Formwork & Scaffolding Solutions Brand Slogan (Universe LT Std 55 Roman) The Brand Slogan is not used with product brand logos. 8

19 Colour Palette The corporate colours are taken from the Primary Colours internationally used Pantone colour matching system for lithographic printing inks and these must always be used as the standard. In the four colour printing process (CMYK), it is not possible to achieve an exact match to the Pantone Red Pantone 186C C2 M100 Y82 K6 R218 G26 B53 Hex #DA1935 Black C0 M0 Y0 K100 R0 G0 B0 Hex # inks. The CMYK colour swatches shown are the closest possible match achievable. We recommend that the coated Pantone reference be used when printing special / spot colours. Coated and uncoated paper stocks will also give varied colour results, therefore we recommend the coated Pantone reference when printing on coated and uncoated paper stocks. Secondary Colours Please note that the 4 Process colour / CMYK breakdown will also vary when printed on coated and uncoated paper stocks. In digital media, the standards for RGB (PC Dark Grey Grey Light Grey usage) and web-safe (Hexadecimal) colours shown on this page must be followed. C0 M0 Y0 K80 C0 M0 Y0 K60 C0 M0 Y0 K30 R88 G89 B91 R128 G130 B133 R188 G190 B192 Hex #58585B Hex # Hex #BBBDC0 9

20 Corporate Typefaces Haettenschweiler ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Univers 75 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz In addition to the consistent application of visual elements, the CI requires the consistent use of typefaces (also known as fonts).typography creates an important visual distinction and allows us to be recognised at a glance. Form-Scaff has chosen three defined typefaces. Haettenschweiller is the font used for the corporate and product logos. Univers is the primary external typeface to be used when professional design studios are commissioned. Due to its universal appeal and ease of use across all platforms, all typographic details relating to stationery, signage, promotional and advertising must utilise this font (please see relevant sections of this manual for specifics). The Microsoft typeface shown (Arial) is available as a system font on all computers and should be used for all word processor generated documents as well as in the production of all PowerPoint presentations. The Arial range of typefaces should also be used on Internet and Intranet pages. These typefaces are available in a variety of weights providing flexibility for all print and online communications. 10

21 Using the Logo in External Brand Partnerships Endorsed branding where Form-Scaff is the main sponsor The Form-Scaff logo should be dominant with other logos not exceeding 60% of the area of the Form-Scaff logo. Endorsed branding where Form-Scaff is not the main sponsor The Form-Scaff logo should be no less than 60% of the area of the largest aspect of the partnering logo. Should Form-Scaff become involved in a joint venture such as an event, sponsorship or alliance, we must always strive to be the dominant party. The co-branding of such ventures will generally be subject to mutual agreement. Ideally, the Form-Scaff logo should be dominant with other logos not exceeding 60% of the area of the Form-Scaff logo. The main Form- Scaff brand logo should be used rather than the horizontal application where possible. In co-branding scenarios where Form-Scaff will not be the dominant partner (eg. the Comrades Marathon) the Form-Scaff logo should be no less than 60% of the area of the largest aspect of the partnering logo. Equal partner sponsorship 11

22 Product Logos When creating a product logo, the Form-Scaff corporate typeface Haettenschweiler is used, and the product name is always depicted in lower case. Form-Scaff s product logos are an integral part of communicating the brand, and should always be depicted in line with this guide. columns kwik-stage The spacing between the FS icon and the start of the lettering should be the same as that of the Form-Scaff logo. The ascender, or top point of the tallest letter must align to the top line of the FS icon. The base line of the text is always aligned to the base line of the FS icon. Any descender in the text (for example on the lower case letter g ) extends below this line. The same exclusion area as defined for the Form-Scaff logo is applied to product logos. = Exclusion Area (50%) 12

23 Product Logos - Single Colour Application x y When the product logo is used in a single colour application (white out of red or black), the defined spacing must be adhered to. y x y x y y The FS icon appears in a block, with the spacing around the icon equal in height and width to the measurement Y. Y is defined by the area from the top of the F to the base of the top line of S of the FS icon. The gap between the block containing the FS icon and the block containing the product name is defined by X. X is measured from the space between the base of the FS lettering and the baseline of the bounding box. y x y y kwik-stage The product name appears within a red block with the spacing around the lettering equal in height and width to the measurement Y and / or as per the construction of the Form-Scaff logo. This dictates that the ascender, or top point of the tallest letter is aligned to the top line of the FS icon, and the base line of the lettering is always aligned to the base line of the FS icon. Any descender in the text (for example on the lower case letter g ) extends below this line and into the area defined by Y. When used alone, the area Y defines the space between the end of the product name and the end of the red block. 13

24 «Print» Application of the Brand Identity Section 2

25 Applying the Brand Identity This section of the manual details how the corporate identity guidelines are put into practice through the main visual elements of the company. It is designed to help us present a strong, consistent visual image to the various stakeholders that we interact with. The ultimate success of the correct execution of our corporate identity rests with you, so please study the standards carefully and apply them rigorously. Whenever we use our brand logo and elements of our corporate identity, we must ensure that we, and the suppliers we select, do not allow our logo to be misused or distorted. Each of us is tasked with this responsibility. 15

26 Letterhead Client Address Randburg 0000 Gauteng South Africa 00 May 2017 Di des qui rem eos qui auta elignatur rem reium, sim sum aut reium iscimol uptaescil intibusamet qui quo estiorit, alidolorem olescit alit, tem. Hendiorem essim utempor soluptas sum ipsum ratem quis dolendi taquam qui dis voluptae similla ceaquis et auditae non porepro od quat ut pratur? Expliquos untur? All external and formal communication is to be made on the company s corporate letterhead. Only use the letterhead template that has been created in Microsoft Word. Layout Font: Arial upper and lowercase Font colour: 90% black Qui odi nectia volut utas volore nest et ant doloria comnihi caepudias ma voluptasimin con con nusdae etur? Eveligenit audit repelita cone peribus. Optiaec eptatusant antint exces eum quod unt vendaep eritis aceseque naturiore volupta tendaeperunt et eicae mincietur sapient estibus et ma dent velique in con estruptatam eiunt ilis acia natur, sandant facerov idelest, eos dolorep elenditat. Mincto voluptatis vita cus quid quiduciis cus, omnit odion conserit id eos minto opta ex etureribusam sitios sequae. At odios as aspelluptisi tenihit, quatis que debit eum cone plaborpore sit volutatium alitiam nonsequam lacea verrore cesequis serspel int evendae. Nemped maximinima quibus, conserf erferum quam, quate illum a volut ea dollaceatem doluptas reperfe ruptatur? Um quias apel ilibus, sitatem quaecabore perchitat excerendi ommoluptae. Igniendis nobis mossi omniam que quae. Em faccume commod magnaturesto et, omnimag nihitatur rem sundel ium quam, optat mo cum volupit empore et la nus. Ga. Ant, si inis sit, eum acerepelent amus, si voles modi optatinto explandae quatur maionet, ipsumque nam cus dolessequi repe et labo. Conserumque dolor sit, aliquis ipsum cus. Um quias apel ilibus, sitatem quaecabore perchitat excerendi ommoluptae. Igniendis nobis mossi omniam que quae. Em faccume commod magnaturesto et, omnimag nihitatur rem sundel ium quam, optat mo cum volupit empore et la nus. Ga. Ant, si inis sit, eum acerepelent amus, si voles modi optatinto explandae quatur maionet, ipsumque nam cus dolessequi repe et labo. Conserumque dolor sit, aliquis ipsum cus. Yours sincerely, John F. Smith Font Size Headings: Body copy: Alignment: Colours Red: Black: Light Grey: DarkGrey: 11/12 pt 9/10 pt Text to be aligned with single line spacing. Pantone 186C C0 M100 Y81 K4 C30 M0 Y0 K100 C0 M0 Y0 K30 C0 M0 Y0 K60 Formwork & Scaffolding Solutions Note: Form-Scaff does not use continuation paper. All subsequent pages should be printed on standard white A4, 90gsm paper. 16

27 Business Cards All business cards must be consistent and should not deviate from the CI. Font: Card size: Paper: Colours Red: Black: Dark Grey: Light Grey: Univers 90mm x 50mm Magno Satin, 350gsm Pantone 186C C0 M100 Y81 K4 C30 M0 Y0 K100 C0 M0 Y0 K80 C0 M0 Y0 K30 Font Sizes & Colours Front of Card Name: 11 pt, bold, red Position: 7 pt, bold, black Qualifications*: 5 pt, italic, dark grey Contact info: 7 pt, regular / bold, dark grey Back of Card Address Details: 7 pt, regular, white Services: 7 pt, bold, red * where required 17

28 Signature All signatures must be consistent and should not deviate from the CI. Font: Size: Arial 250 x 250 pixels Lorem ipsum Colours Red: Black: Dark Grey: Grey: Light Grey: R218 G26 B53 R0 G0 B0 R88 G89 B91 R128 G130 B133 R188 G190 B192 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam. Quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et leo duis ut diam quam nulla. Vitae purus faucibus ornare suspendisse sed. Risus in hendrerit. John Smith Branch Manager (Qualifications) Branch Name / Department tel cell Font sizes Name: 10 pt, bold, red Position: 10 pt, regular, dark grey Qualifications*: 9 pt. italic, dark grey Branch Name: 9pt, bold, dark grey Details: 9 pt, bold / regular, dark grey Website: 9 pt, bold, red * where required 18

29 Signature In certain instances, the signature may be temporarily updated to include relevant promotional, marketing or social awareness messaging. This banner will be positioned on the right hand side of the signature, as pictured. signature banners may only be implemented by the Company. Lorem ipsum Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam. Quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Et leo duis ut diam quam nulla. Vitae purus faucibus ornare suspendisse sed. Risus in hendrerit. John Smith Branch Manager (Qualifications) Branch Name / Department tel cell DECEMBER 01 [ WORLD AIDS DAY ] 19

30 PowerPoint Presentation Presentation Heading Presentation sub heading Click here to edit Click here to edit Master Subtitle style Second level Third Level Fourth Level Fifth Level Click here to edit Click here to edit Image title Click here to edit Master Subtitle style Second level Third Level Fourth Level Fifth Level 20

31 Branch Signage Branch signage must always clearly display the Form-Scaff brand name, supported by the Waco endorsement. Where possible, signage should also include all contact details for the branch. Hire and Sales of Formwork and Scaffolding This is a guideline only as each branch / building will require different signage dimensions. All branding must be approved by head office before being implemented. Pietermaritzburg pietermaritzburg@formscaff.com 21

32 Vehicle Branding Branch Address Details Formwork & Scaffolding Solutions The brand logo must be displayed on the rear and doors of the vehicle, with the Waco endorsement included on the back side panel. The branch address is included on the doors of the vehicle. The brand slogan and branch contact number must be displayed on the rear of vehicle under the brand logo. This is a guideline only as all vehicles are different and available areas for branding differ between vehicle models. All branding must be approved by head office before being implemented. Formwork & Scaffolding Solutions

33 Truck Branding The brand logo must be displayed on the front, rear and doors of the vehicle. The side panels are used to show the three key focus areas of the business; formwork, supportwork and scaffolding. The branch address should be included on the doors of the vehicle, and the contact telephone Branch Address Details Formwork Supportwork Scaffolding number must always appear below the logo on the doors and rear of the truck. Back of Truck Formwork & Scaffolding Solutions

34 Clothing Caps & Shirts 24

35 Event Material Banners s Pull-up Banner Telescopic Banner Shark-fin Banner 25