Africa centre brand identity guidelines by Design Science

Africa Centre Brand identity guidelines

Contents Introduction

Verbal identity

Africa Centre for Population Health Purpose In a nutshell/our proposition Our core Our approach Boilerplate Our audiences

Visual identity: elements

Brand colours

8 Stationery 18

Overview of basic elements

7 Overview of main applications

5 Logo 9 Design rationale

Colour: principal and variations Formulations: principal and variations Dynamic and pattern variations Size and placement Social media Exclusion zone and minimum size Typography

Visual identity: application

Business cards Letterhead, compliment slip, envelopes Folder Conference pack Email signature

PowerPoint template

Website 22 Signage 23

Building vinyl graphics Conference or event banners / posters

Social media

Umbiko Magazine

Community event ideas

T shirts

Fieldworker backpacks

Contact

Introduction What do we mean by brand?

Why is brand important?

About this guide

A brand is more than just a logo – it is a complex mix of perceptions and associations for an organisation – born out of what we say and do and how people perceive/feel about us.

It is important that our audiences (local community, funders and partners, policy-makers, researchers and collaborators, and key opinion-formers in the media) have a positive perception of our organisation and understand who we are, what we’re doing and why. It is particularly important that these audiences see us as credible and reputable.

This Guide introduces the Africa Centre for Population Health brand. It explains how to work with the brand in order to present the Africa Centre and its work in a consistent and professional way.

what how your you do people brand and say feel

The Africa Centre for Population Health brand – and our ability to manage it – will define who we are and how we are perceived. If people trust and think well of our brand, our strategy can be achieved more easily. Brand consistency is also important in contributing to recognition, credibility and professionalism. Our brand strategy is about articulating: • Who we are • What we’re here to do and why • What makes us different • Why people should support us

3 | Introduction

The guide is intended to be a practical resource. However, it is not intended to cover every eventuality. If you need guidance on an issue not covered by the Guide, please consult comms@africacente.ac.za.

Verbal identity

4 | Visual identity: application

Africa Centre for Population Health Purpose

Our approach

Our audiences

We improve population health by conducting high quality research focused on eliminating new HIV infections, reducing TB transmission and improving local health systems. Our local research has global impact and helps to improve the health of populations worldwide.

• We are collaborative – we work in partnership with the local community, policy-makers, South African research institutions and universities worldwide

• Local community

• We are ambitious – we plan to eliminate HIV and reduce TB transmission

• Policy, government and dignitaries

• We act with integrity – we conduct research to the highest standard and are respectful in our approach

• Media – key opinion formers

In a nutshell/our proposition 1 We conduct research to improve the health of populations in Africa and worldwide 2 We improve population health by conducting local research that is globally relevant 3 Local research that improves global health

Boilerplate We improve population health by conducting high quality research focused on eliminating new HIV infections, reducing TB transmission and improving local health systems.

Our core • Research excellence/research impact • Policy relevance • Capacity building for research

5 | Verbal identity

• Funders and partners

• Wider research community and collaborators

Visual identity: elements

6 | Visual identity: application

Overview of basic elements Logo

Colour palette

Typography Avenir Roman

ORANGE

TURQUOISE

AFRICA CENTRE For Population Health

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Avenir Black

OCHRE

DARK BLUE

AFRICA CENTRE 7 | Visual identity: elements

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Brand colours There are four Africa Centre brand colours. The orange brand colour is the principal brand colour used across Africa Centre assets including the logo, website and social media channels. The other three Africa Centre brand colours may be used as described in this Guide.

8 | Visual identity: elements

ORANGE

TURQUOISE

OCHRE

DARK BLUE

C0 M80 Y100 K0 R255 G93 B0 Pantone 172

C70 M10 Y30 K0 R61 G174 B181 Pantone 631

C0 M35 Y100 K0 R255 G170 B0 Pantone 130

C92 M76 Y8 K0 R46 G84 B155 Pantone 7462

Logo medication pills

Zulu beadwork: – basis for colour palette – geometric pattern influence

Design rationale

Population networks

Population representation

Population symbol Population symbol abstracted into row of A’s and heads Virus (disease) shapes

9 | Visual identity: elements

Further abstraction into heads (or medication pills) and arms, outward facing to the communities and globally

Containment within circle to communicate collaborative teamwork

Logo Colour: principal and variations

Principal colour

Secondary colours

Logo + title + strap P

The principal colour for the logo is the brand colour orange. In limited circumstances, the logo can be used in other brand colours for specific applications as indicated in this Guide. The logo should never be comprised of elements of more than one brand colour/other colour except in limited circumstances where it is developed as a pattern (see p.11). The logo can be used in white, on a background of one of the brand colours if required by the particular application – for example business cards.

Logo + title + strap L

In limited circumstances, the logo can be used to create a cutaway effect with a photograph showing through (see p.24). When applied to glass/other transparent surfaces, the logo or logo pattern can be used as a ‘cut-away’ in vinyl or other appropriate material (see p.23).

Formulation: principal and variations Any of the formulations of the logo shown opposite should be used according to context. As the logo becomes more familiar, it should increasingly be used without its strapline, ‘For Population Health’. The logo can also be separated from the title and strapline, e.g. for letterheads (see p.19).

10 | Visual identity: elements

AFRICA CENTRE

For Population Health

Logo + title L

Logo + title L 2deck

AFRICA CENTRE

AFRICA CENTRE For Population Health

Logo + title P

Logo + title + strap L 2deck

AFRICA CENTRE

AFRICA CENTRE For Population Health

‘L’ = landscape ‘P’ = portrait

AFRICA CENTRE

Logo Dynamic and pattern variations Versions of the logo which dispense with its circular form may be used in limited circumstances as described in this Guide. Patterns based on the logo as shown here, may be used for certain applications. Digitally animated pattern treatments are to be encouraged.

11 | Visual identity: elements

Logo Hand-rendered variations Hand-rendered froms of the logo, which do not use the circular form of the logo and use only its internal elements, may be used in limited situations. These are generally restricted to community sport and social events, and events inÂ community schools. Stencils of the logo can be made available for use in theseÂ situations, (see pp.28â&#x20AC;&#x201C;29).

12 | Visual identity: elements

Logo Size and placement The width and height proportions of the logo and its typography must never be distorted and must always remain proportionate. The logo must be placed left-aligned wherever possible.

AFRICA CENTRE

For Population Health

For reproduction at smaller sizes the logo should be used without the strapline (as this will otherwise be illegible). For reproduction at very small sizes, the logo should be used without either the title or the strapline to ensure legibility.

Social media Variations of the logo have been produced for use as icons appropriate to the format of specific social media channels as shown here. The title does not need to be included alongside the logo if it already appears on that page, e.g. on social media online pages.

13 | Visual identity: elements

AFRICA CENTRE

You-Tube channel and Facebook icon

Twitter icon

Logo Exclusion zone

Logo landscape title

Logo 2 deck

Logo only

Logo portrait

A6 5mm 50mm

30mm

6mm

15mm

10mm 60mm

40mm

10mm

20mm

12mm 70mm

50mm

20mm

30mm

15mm 80mm

60mm

30mm

40mm

20mm *

28mm *

40mm *

Format Margin Width (varies according to logo version):

We have created an exclusion zone in order to preserve the authority and legibility of the Africa Centre logo. The diagram on the right shows guidance on minimum spacing around the logo, to avoid it appearing crowded by other elements.

AFRICA CENTRE For Population Health

exclusion zone (see right, â&#x20AC;&#x2DC;Marginâ&#x20AC;&#x2122; for sizes)

Minimum size To maintain legibility of the Africa Centre logo, it should never appear smaller than 50mm for the full landscape version, 30mm for the landscape version with title only, 6mm for the logo alone and 15mm for the portrait version.

14 | Visual identity: elements

AFRICA CENTRE

For Population Health

* scale in proportion

Logo landscape full

Logo Typography The font used in the logo is an important element of the Africa Centreâ&#x20AC;&#x2122;s visual identity and must not be substituted with any other font, or any other variants other than Roman, Black and Oblique.

Avenir Roman

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Avenir Black

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

15 | Visual identity: elements

Avenir Oblique

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Avenir Black Oblique

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Visual identity: application

16 | Visual identity: application

Overview of main applications Stationery

Website

Publications ABOUT

AFRICA CENTRE

AFRICA CENTRE For Population Health

RESEARCH

COMMUNITY

MEDIA

CAREERS

For Population Health

MULTI-DRUG RESISTANT TB SYMPTOMS AND TREATMENT

DIRECTOR’S UPDATE

28 September 2015

RESEARCH

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COMMUNITY

MEDIA

CAREERS

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We improve population health by conducting high quality research focused on eliminating new HIV infections, reducing TB transmission and improving health systems.

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P.O. Box 198, Mtubatuba 3935 South Africa

TWITTER FEED

A.C. CHANNEL AUDIO BROADCASTS ONLINE PUBLICATIONS

info@africacentre.ac.za www.africacentre.ac.za T +27 (0)35 5507500

Other info to come here more information details here 000 to come here 0000 information details here Professor Deenan Pillay Director, Africa Centre

DATA REPOSITORY Database of demographic, social, medical and economic information.

Other 000 to 0000 more information details here

Social Media

AFRICA CENTRE

UMBIKO AFRICA CENTRE NEWSLETTER JUL –DEC 2015 / ISSUE 28

Africa Centre For Population Health

Kobus Herbst Deputy Director

Kobus Herbst Africa Centre For Population Health Deputy Director

P.O. Box 198, Mtubatuba 3935 South Africa

kherbst@africacentre.ac.za www.africacentre.ac.za T +27 (0)35 5507500 M +27 (0)35 5507500

17 | Visual identity: application

Stationery Business cards

Africa Centre For Population Health

18 | Visual identity: application

Name Job title

Africa Centre For Population Health

Name Job title

Africa Centre For Population Health

Name Job title

Africa Centre For Population Health

Name Job title

P.O. Box 198, Mtubatuba 3935 South Africa

email@africacentre.ac.za www.africacentre.ac.za T +27 (0)35 5507500 M +27 (0)35 5507500

Stationery

AFRICA CENTRE

For Population Health

28 September 2015

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P.O. Box 198, Mtubatuba 3935 South Africa info@africacentre.ac.za www.africacentre.ac.za T +27 (0)35 5507500

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AFRICA CENTRE For Population Health

Professor Deenan Pillay Director, Africa Centre

AFRICA CENTRE

19 | Visual identity: application

P.O. Box 198, Mtubatuba 3935 South Africa

info@africacentre.ac.za www.africacentre.ac.za T +27 (0)35 5507500

Other info to come here more information details here 000 to come here 0000 information details here

Other 000 to 0000 more information details here

For Population Health

Stationery Folder

Conference pack

Email signature Nomfundo Tshabalala Communications Manager Africa Centre for Population Health P.O.Box 198, Mtubatuba, 3935, South Africa T: 27 (0)35 5507500 nmtshabalala@AfricaCentre.ac.za www.africacentre.ac.za

We improve population health by conducting high quality research focused on eliminating new HIV infections, reducing TB transmission and improving local health systems.

20 | Visual identity: application

PowerPoint template AFRICA CENTRE

HIV antivirals and drug resistance

21 | Visual identity: application

Website

ABOUT

AFRICA CENTRE

RESEARCH

COMMUNITY

MEDIA

CAREERS

For Population Health

RESEARCH

COMMUNITY

We improve population health by conducting high quality research focused on eliminating new HIV infections, reducing TB transmission and improving health systems.

DATA REPOSITORY Database of demographic, social, medical and economic information. LOG IN (MEMBERS)

MEDIA

TWITTER FEED

CAREERS

A.C. CHANNEL AUDIO BROADCASTS ONLINE PUBLICATIONS

24 | Visual identity: application

Social media

25 | Visual identity: application

26 | Visual identity: application

Community event ideas

28 | Visual identity: application

Community event ideas

29 | Visual identity: application

T shirts Front

30 | Visual identity: application

Back

T shirts Front

31 | Visual identity: application

Back

Fieldworker backpacks

AFRICA CENTRE For Population Health

32 | Visual identity: application

Contact For further information or advice on using the Africa Centre for Population Health brand, please contact comms@africacentre.ac.za

33 | Visual identity: application

Brand identity by design-science.co.uk ÂŠ Africa Centre 2015