Coal CI Manual

VERSION 1 | 30/09/2011

CORPORATE IDENTITY & BRANDING Design Standards and Guidelines

The CoAL OF AFRICA Corporate Identity Manual is intended to serve as a guide for all persons responsible or wanting to implement the CoAL OF AFRICA logo as it relates to all phases of visual communication.

The aim of this document is to develop a cohesive communication system that will constantly build towards maximum recognition and awareness of the CoAL of Africa brand.

For further queries contact Sakhile Ndlovu on: Tel: +27 11 575 4363 or Email: sakile@coalofafrica.co.za

Š CoAL of Africa (Pty) 2011 - If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

Table Of Contents

Coal of Africa is an emerging developer and producer of high-quality thermal and coking coal. Based in South Africa, we have two operating collieries and two projects in early operations and development, as well as a valuable suite of exploration projects, enabling us to grow well into the future. With good access to rail and port infrastructure, Coal of Africa can effectively service both domestic and international markets, providing a much-needed resource for economic growth and development for the country and the provinces in which we operate.

3

THE BRAND

GENERAL BRANDING

01. Essence of the Coal Brand ....................................4

19. SIgnage..............................................................19

02. Execution of the Coal Brand .................................3

20. Clothing.............................................................12 21. Vehicle Branding ................................................14

THE IDENTITY

22. Pull-Up Banners..................................................32

03. The Logo Concept................................................3 04. The Logo..............................................................4

COMMUNICATION COLLATERAL

05. Logo Colour Variations .........................................5

23. Corporate Folders ..............................................25

06. Area of Isolation ..................................................9

24. Company Profile/Brochure ..................................26

07. Minimum Sizes.....................................................9

25. Powerpoint Presentations ...................................29

08. Primary Colour Palette..........................................6 09. Secondary Colour Palette ....................................6

ADVERTISING / MEDIA COMMUNICATION

10. Typography ..........................................................7

26. Print ...................................................................34

11. Imagery..............................................................10

27. Full Page Advertising ..........................................35

12. Visual Design Devices & Elements .......................11

28. Half Page Advertising .........................................39

This manual contains guidelines to aid you in correct and effective execution of CoAl of Africa’s Corporate and Marketing Communications.

If you have any questions regarding the usage of CoAl of

29. Strip Advertising.................................................41 IDENTITY ELEMENTS

30. Digital Advertising ..............................................41

13. Letterhead..........................................................18

31. Public Relations / Media Release .........................42

14. Business Cards ...................................................21

32. (CSI) Corporate Social Investment.......................44

Africa’s Identity & Brand that is not addressed within this

15. Compliment Slip.................................................23

document, please contact our Marketing Department on:

16. E-Mail Signatures ...............................................28

STAKEHOLDER & INVESTOR COMMUNICATION

+27 11 575 4363

17. Multi Purpose Word Docs ...................................30

33. xxxxxxxxxxxxx .....................................................34

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

01. THE CoAL OF AFRICA BRAND

1.1 Overview of CoAl of Africa’s Product

5

CoAL of AFRICA PRODUCES 2 TYPES OF COAL THAT ARE USED IN ENTIRELY DIFFERENT INDUSTRIES Coal has differing physical and chemical characteristics, which vary depending upon where it is found. It is second only to oil as an energy source used by the world. Coal is also one of the largest commodities transported by ship or rail line worldwide.

1. Metallurgical Coal Metallurgical coal, also known as coking coal, supplies the heat and carbon used in the steel mill process to make steel products.

The high temperatures created from the use of coke gives steel its strength and flexibility, so it can be used in bridges, buildings, and automobiles.

While metallurgical coal is primarily used by steel companies, it is also used by a variety of other industrial users to heat and power foundries, cement plants, paper mills, chemical plants, and other manufacturing and processing facilities. Metallurgical coal is less abundant than steam coal and can be used either for making coke or as a replacement for steam coal.

2. Steam Coal Steam coal, also known as thermal coal, is the world’s most abundant fossil fuel and is found in many parts of the world. It is generally lower in carbon content and higher in moisture content than metallurgical coal. Steam coal is used primarily as fuel by utilities to generate electrical power. It is also used by industrial facilities to produce steam, electricity, or both.

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

1.2 Overview of CoAl of Africa’s Comunication Strategy

6

COAL = HEAT = ENERGY When creating marketing communications for the CoAL of Africa brand, It is important to remember that coal is a resource that is used as a source of energy generation. This will allow for diverse visual communications of the brand This concept is reflected in the flame in the logo.

Communties • Environment • Sustainability

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

1.3 Overview on Execution CoAl of Africa’s Corporate Identity & Brand

7

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1

2

3

Essence of Brand

Respect The Identity

Adhere to the Guidelines

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Faciis aute samendu sapitat lam es volore nis que sum am ut haribus. Ignim id quisit preprate ipsanimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictota temquia si undisi ulloratnimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictot

Faciis aute samendu sapitat lam es volore nis que sum am ut haribus. Ignim id quisit preprate ipsanimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictota temquia si undisi ulloratnimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictot

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

02. THE CoAL OF AFRICA IDENTITY

2.1 The CoAL of Africa Logo

9

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.2 The Logo Concept

10

The logo is a simple & effective design which communicates the essence of coals’ ability to create energy through heat

The logo reflect the heat / energy concept

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.3 The Logo - Construction

11

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.4 The Logo - Typography

12

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.5 The Logo - Area of Isolation

13

Area of Isolation It is important that logo have a clear area of isolation around is so as not to detract from the logo identity. Whilst clear space is important it is also important to note that the logo needs to be visualy clear on all material.

1. Avoid placing next to busy areas in a design 2. Avoid placing on busy or conflicting colour backgrounds which interfere with the clarity of the logo

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.6 The Logo - Colour Variations - Full Logo

14

The application of the logo has been covered to some degree with the “area of isolation” specifications, but there are further application specifications when the logo is used in advertising material. Whilst clear space is important it is also important to note that the logo needs to be visual clear on all material.

Full Colour on White & Light Backgrounds

Full Colour on Dark Colours & Black Backgrounds

Full Colour on Light Photographic Backgrounds

Full Colour on Dark Photographic Backgrounds

BLack on White & Light Backgrounds

White out on Dark Colours & Black Backgrounds

Black on Light Photographic Backgrounds

White Out on Dark Photographic Backgrounds

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.7 The Logo - Colour Variations - Deconstructed Logo (ONLY TO BE USED WHEN LOGO IS AT VERY SMALL SIZES)

15

These variations of the logo are only to be used when the logo needs to be used at very small sizes and it is difficult to read the logo descriptor

Full Colour on White & Light Backgrounds

Full Colour on Dark Colours & Black Backgrounds

Full Colour on Light Photographic Backgrounds

Full Colour on Dark Photographic Backgrounds

BLack on White & Light Backgrounds

White out on Dark Colours & Black Backgrounds

Black on Light Photographic Backgrounds

White Out on Dark Photographic Backgrounds

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.8 The Logo - INCORRECT APPLICATION AND PLACEMENT

16

Points to note on incorrect placement and usage of the logo.

Do not change the color of the logo

Do not stretch the logo

Do not rotate the logo

Do not change the logo in anyway

Do not place the logo on busy photograpic backgrounds Do not crop the logo or use as a design element

Do not make the the logo too small

Do not use logo on odd colours

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.9 The Logo - Minimum Sizes

17

To maintain consistency and legibility, the Coal of Africa Ltd Corporate Signature or logo may be scaled down in proportion, using the fixed proportional relationship of the elements, to minimum permissible size, as illustrated here. You will notice that when the logo is to small for the eyes to see the descriptor - it is advisable that the descriptor be removed.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.10 Primary Colour Palette

The Primary colour palette is derived from the brand essence of CoAL of Africa

Black

Red

White

18

CoAL Black Pantone Process Black C0 M0 Y0 K100 R0 G0 B0

CoAL RED Pantone 185C C0 M100 Y100 B0 R226 G0 B26

The Black, Red & White make for a distinctive colour palette which is effective for all of CoAL of AFRICA’s branding & communication requirements

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.11 Secondary Colour Palette

19

CoAL DARK RED PANTONE 484 C 0 M95 Y100 K29 R154 G40 B30

CoAL DARK TAN PANTONE 465 C C20 M32 Y58 K0 R196 G169 B124

CoAL LIGHT BLUE PANTONE 5425 C C30 M4 Y0 K31 R137 G159 B180

CoAL DARK BLUE PANTONE 540 C C100 M55 Y0 K55 R0 G58 B102

CoAL LIGHT GREEN PANTONE 5777 C C10 M0 Y49 K28 R196 G169 B124

CoAL DARK GREEN PANTONE 574 C C34 M0 Y81 K71 R77 G91 B42

IMPORTANT NOTE It is important to remember that the primary colour palette of RED & BLACK must be the primary theme in visual communications. The Secondary palette is to aid with variation and to add depth and character to layouts. For example, in annuals reports, graphs, diagrams, tables, design elements, etc.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.12 Typography

20 Frutiger Light

Frutiger Light Condensed

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

Frutiger Roman

Frutiger Roman Condensed

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

Verdana Bold

Frutiger Bold

Frutiger Bold Condensed

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

IMPORTANT NOTE:

Frutiger LH Black

Frutiger LH Black Condensed

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

The corporate typeface for CoAL of AFRICA is Frutiger. Fruiger is a clean simple font that is easy to read a all sizes, is modern and clean yet has warmth of character that associates well with CoAL of AFRICA’s Identity and Brand.

FOR ELECTRONIC USE Word, Excel, PowerPoint, Email, and web

Verdana Regular AaBbCc123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?!,.:”;’/+-( )

Usage of the condensed version of typeface must limited to where it is needed. This normally applies to details on bus cards, letterheads and compliment slips. It is also effective of usage in financial data, graphs, charts, tables and finacial statements in annual reports. In can also be used minmally to compliment design layouts on headings and in quotes and pull out quotes.

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.13 Imagery

21

Imagery / Photography for the CoAL of AFRICA identity and brand must fit within these 4 fundamental categories.

IMPORTANT

WHERE POSSIBLE, IMAGERY MUST COMMUNICATE MOVEMENT OR ENERGY

03. Coal’s Commitment to it’s people

04. Coal’s Commitment to Conservation

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Faciis aute samendu sapitat lam es volore nis que sum am ut haribus. Ignim id quisit preprate ipsanimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictota temquia si undisi ulloratnimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictot

© CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.13 Imagery

22

Imagery / Photography for the CoAL of AFRICA identity and brand must fit within these 4 fundamental categories.

IMPORTANT

WHERE POSSIBLE, IMAGERY MUST COMMUNICATE MOVEMENT OR ENERGY

01. The Action of Mining CoaL

02. Generating Heat for Steel Production

Faciis aute samendu sapitat lam es volore nis que sum am ut haribus. Ignim id quisit preprate ipsanimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictota temquia si undisi ulloratnimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictot

Faciis aute samendu sapitat lam es volore nis que sum am ut haribus. Ignim id quisit preprate ipsanimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictota temquia si undisi ulloratnimillam qui quos dusa venis ea ne veri dolorerita voluptatur, eictot

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.13 Imagery - Image Treatment

23

Please that when you are using imagery in the design CoAl of AFRICA visual communications, it is important that you follow the following guidelines for treating the images to give a them a more realistic look and stylisation that can be associated with coal mining and helps with a distinctive brand look and feel that is unique This does not apply to Pictures of CoAL of Africa Staff on Anuual Reports, etc

Original Image

Treated Image in Colour

1. Make Shadows Slightly Darker 2. Make Hightlights Slightly Lighter 3. Desaturate Colour Slightly 4. Add a Small Amount of Noise - The Noise Not Make the Image Look Grainy, but More Just a Subtle Realism.

Treated Image in B&W

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.14 Visual Design Devices & Elements

24

By cropping into the flame device you can create various interesting visual layouts and design elements

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

2.14 Visual Design Devices & Elements

25

There is a frame device that can be used for creating layouts for CoAL of Africa Coporate & Marketing Communications. Please refer to areas of the manual where the frame has been used in a design to understand the guidelines for layout execution.

Other design elements consist of lines and squares, for example below. The usage of simple visual device is can be a visual abstract of coal generating heat.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

03. COPORATE IDENTITY ELEMENTS

3.1 Business Cards

27

VELE COLLIERY

Ben Nolan General Manager

Cell: +27 (0) 82 466 8310

Email: ben.nolan@coalofafrica.co.za

SOUTH AFRICA 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 P O Box 69517, Bryanston 2021, South Africa T: +27 (0) 15 533 1382 F: +27 (0) 15 533 1508 AUSTRALIA Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000, Australia T: +61 8 9322 6776 F: +61 8 9322 6778

www.coalofafrica.com

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.1 Business Cards - Layout Specs

28

16mm

<>

<12mm>

Name 12pt Frutiger Bold Cond.

VELE COLLIERY

Ben Nolan

Title 7pt Frutiger Cond.

General Manager

Cell: +27 (0) 82 466 8310

Email: ben.nolan@coalofafrica.co.za <>

16mm

Contact Details 7pt Frutiger Light Cond.

<5mm>

Country Descriptor 7pt Frutiger Bold Cond.

SOUTH AFRICA 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 P O Box 69517, Bryanston 2021, South Africa T: +27 (0) 15 533 1382 F: +27 (0) 15 533 1508

Address Details 7pt Frutiger Light Cond.

Web Address 11pt Frutiger Cond.

www.coalofafrica.com

<>

4mm

<>

AUSTRALIA Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000, Australia T: +61 8 9322 6776 F: +61 8 9322 6778

4mm

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.2 Email Signatures

29

Sakhile Ndlovu

Investor Relations Manager Coal of Africa Limited 2nd Floor, Gabba Building, The Campus 57 Sloane Street, Bryanston, 2021 Tel: +27 11 575 4363 | DL: +2711 575 6858 Fax: +2711 576 6858 | Mobile: +2783 306 7058 sakhile.ndlovu@coalofafrica.co.za www.coalofafrica.com Confidentiality Notice: This e-mail from Blue Platinum is privileged and confidential and for the use of the addressee only. Should you have received this e-mail in error please notify us by replying directly to the sender or by sending a message to info@blueplatinum.co.za and delete the e-mail. Unauthorised use, disclosure or copying of the contents of this e-mail, or any similar action, is prohibited.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.2 Email Signatures - Layout Specs

Name 14pt Verdana Bold

30

< 580 pixels >

Sakhile Ndlovu Title 11pt Verdana

Address Details 11pt Verdana

Email and Web Details 11pt Verdana Bold

Investor Relations Manager Coal of Africa Limited 2nd Floor, Gabba Building, The Campus 57 Sloane Street, Bryanston, 2021 Tel: +27 11 575 4363 | DL: +2711 575 6858 Fax: +2711 576 6858 | Mobile: +2783 306 7058 sakhile.ndlovu@coalofafrica.co.za www.coalofafrica.com Confidentiality Notice: This e-mail from Blue Platinum is privileged and confidential and for the use of the addressee only. Should you have received this e-mail in error please notify us by replying directly to the sender or by sending a message to info@blueplatinum.co.za and delete the e-mail. Unauthorised use, disclosure or copying of the contents of this e-mail, or any similar action, is prohibited.

Disclaimer 7pt Verdana Roman

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3.3 Letterhead and Continuation Sheet WITH Directors Names

31

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3.3 Letterhead and Continuation Sheet WITH-OUT Directors Names

32

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3.3 Letterhead - Layout Specs

33

<>

9mm

9mm

Address Details 7pt Light Frutiger Condensed

<>

Web Address 12pt Frutiger

24mm

<>

17mm

<>

<31mm>

<14mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.4 Compliment Slip

34

www.coalofafrica.com SOUTH AFRICA: 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 - P O Box 69517, Bryanston 2021, South Africa - T: +27 (0) 15 533 1382 - F: +27 (0) 15 533 1508 AUSTRALIA: Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000,Australia - T: +61 8 9322 6776 - F: +61 8 9322 6778

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.5 Compliment Slip - Layout Specs

<7mm>

<>

<28mm>

9mm

<>

<7mm>

35

6mm

Web Address 12pt Frutiger Cond.

Address Details 7pt Frutiger Light Cond.

www.coalofafrica.com SOUTH AFRICA: 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 - P O Box 69517, Bryanston 2021, South Africa - T: +27 (0) 15 533 1382 - F: +27 (0) 15 533 1508 AUSTRALIA: Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000,Australia - T: +61 8 9322 6776 - F: +61 8 9322 6778

<7mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.6 DL Envelope

36

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.6 DL Envelope - Layout Specs

37

220 mm

<16mm>

<>

15.5mm

15.5mm

<>

<>

106mm

<16mm>

6mm

<6mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.6 DL Envelope Back

38 www.coalofafrica.com

www.coalofafrica.com

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.6 DL Envelope Back - Layout Specs

39

220 mm

106mm

<4mm>

<8mm> <4mm>

Address Details 12pt Light Frutiger Cond.

www.coalofafrica.com <>

<>

4mm

<4mm>

4mm

<8mm> <4mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.7 A4 Envelope

40

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.7 A4 Envelope - Layout Specs

41

<>

28.5mm

<>

307mm

220mm

18mm

<30mm> <18mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

www.coalofafrica.com

3.7 A4 Envelope Back

42

www.coalofafrica.com

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.7 A4 Envelope Back - Layout Specs

43

307mm

220mm

<9mm>

<>

www.coalofafrica.com

12mm

<>

Address Details 12pt Light Frutiger Cond.

9mm

<16mm> <9mm>

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

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Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.9 CD/DVD Sleeve

46

SOUTH AFRICA 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 P O Box 69517, Bryanston 2021, South Africa T: +27 (0) 15 533 1382 F: +27 (0) 15 533 1508 AUSTRALIA Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000, Australia T: +61 8 9322 6776 F: +61 8 9322 6778

www.coalofafrica.co.za

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.9 CD/DVD Sleeve - Layout Specs

47

SOUTH AFRICA 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston 2021 P O Box 69517, Bryanston 2021, South Africa T: +27 (0) 15 533 1382 F: +27 (0) 15 533 1508 AUSTRALIA Level 1 Old Swan Brewery, 173 Mounts Bay Road, Perth WA 6000, Australia T: +61 8 9322 6776 F: +61 8 9322 6778

www.coalofafrica.co.za

CD/DVD COVER TITLE 24pt Helvetica Bold

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

3.10 PowerPoint Presentations

48

Cover Slide

Section Divider Slide

Expanded Bullets Slide

Intro Slide

Content Slide

Thankyou Slide

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04. CORPORATE PROMOTIONAL BRANDING

4.1 Pull-Up Banners

50

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.2 Back Drop Banners

51

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.3 Out-Door Banners

52

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.3 Out-Door Banners

53

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.4 Umbrellas

54

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.5 Gazebos

55

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.5 Flags

56

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.6 Corporate Caps

57

60mm

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.7 Corporate Golf Shirts

Female

58

Male

Female

Male

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4.8 Logo Size & Artwork production on Corporate Branded Clothing

59

length from centre of shirt top shoudler seam

60mm

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4.9 Corporate Diary

YEAR

YEAR

60

NAME

NAME

Title Details 24pt Frutiger Bold

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.10 Corporate Paper Bags

61

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.11 Corporate Pens & Keyrings

62

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

4.12 USB Stick, Lanyards & Name Badges

63

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

05. COMMUNICATION COLLATERAL

5.1 Corporate Folders

65

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

06. ADVERTISING / MEDIA COMMUNICATION

6.2 Full Page Advertising

67 <>

50% of one grid square

CoAL is Committed to the Development and Upliftment of Local Communites Obis dignimi liscium dunt. Us maximaximus eum iminulluptas doloresteni dolendam ium lab inis eum venimil moluptas apienissime aut fuga. Et eument. Sapero odignamet ilianistio. Est, suntiusam quam dolupitintur sincto eicab id mo con cusam, estios evelia illeste sunt lant dolore aceprat experum quuntur repro venimol orerfero quatior magnis sitatque volore pelique eate volupta doluptate pa pliquat usdaerc hiliquaspit quam facerio. Ererchit offic tes earum que dolupta volectem qui dion expe et eosandis aborepr oraturi onsendit volupid ebitate mquunt ulluptatem re doluptium ant voluptio. Et quatemp ersped que ma cmolorumquam am dit est alibusandae ommo core porepta veria dolupta vollibus re corehene re ne voluptatem evelibus nosam rentur.

2/5 of advert height

3/5 of advert height

20% of one grid square

<>

Use a grid of 5/5 Squares

CoAL is Committed to the Development and Upliftment of Local Communites Obis dignimi liscium dunt. Us maximaximus eum iminulluptas doloresteni dolendam ium lab inis eum venimil moluptas apienissime aut fuga. Et eument. Sapero odignamet ilianistio. Est, suntiusam quam dolupitintur sincto eicab id mo con cusam, estios evelia illeste sunt lant dolore aceprat experum quuntur repro venimol orerfero quatior magnis sitatque volore pelique eate volupta doluptate pa pliquat usdaerc hiliquaspit quam facerio. Ererchit offic tes earum que dolupta volectem qui dion expe et eosandis aborepr oraturi onsendit volupid ebitate mquunt ulluptatem re doluptium ant voluptio. Et quatemp ersped que ma cmolorumquam am dit est alibusandae ommo core porepta veria dolupta vollibus re corehene re ne voluptatem evelibus nosam rentur.

<>

50% of one grid square

<>

50% of one grid square Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

6.3 Strip Advertising

68 <>

50% of one grid square

3/6 of advert height

20% of one grid square

<>

Use a grid of 4/6 Squares

CoAL is Committed to the Development and Upliftment of Local Communites

Obis dignimi liscium dunt. Us maximaximus eum iminulluptas doloresteni dolendam ium lab inis eum venimil moluptas apienissime aut fuga. Et eument.

Sapero odignamet ilianistio. Est, suntiusam quam dolupitintur sincto eicab id mo con cusam, estios evelia illeste sunt lant dolore aceprat experum quuntur repro venimol orerfero quatior magnis sitatque volore pelique eate volupta doluptate pa pliquat usdaerc hiliquaspit quam facerio. Ererchit offic tes earum que dolupta volectem qui dion expe et eosandis aborepr oraturi onsendit volupid ebitate mquunt ulluptatem re doluptium ant voluptio. Et quatemp ersped que ma cmolorumquam am dit est alibusandae ommo core porepta veria dolupta vollibus re corehene re ne voluptatem evelibus nosam rentur.

Obis dignimi liscium dunt. Us maximaximus eum iminulluptas doloresteni dolendam ium lab inis eum venimil moluptas apienissime aut fuga. Et eument.

Sapero odignamet ilianistio. Est, suntiusam quam dolupitintur sincto eicab id mo con cusam, estios evelia illeste sunt lant dolore aceprat experum quuntur repro venimol orerfero quatior magnis sitatque volore pelique eate volupta doluptate pa pliquat usdaerc hiliquaspit quam facerio. Ererchit offic tes earum que dolupta volectem qui dion expe et eosandis aborepr oraturi onsendit volupid ebitate mquunt ulluptatem re doluptium ant voluptio. Et quatemp ersped que ma cmolorumquam am dit est alibusandae ommo core porepta veria dolupta vollibus re corehene re ne voluptatem evelibus nosam rentur.

3-6 of advert height

CoAL is Committed to the Development and Upliftment of Local Communites

<>

50% of one grid square Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

07. SAFETY CLOTHING AND EQUIPMENT

7.1 Logo Specification for Framed Logo

70

1/8th of Width

1/8th of Width

1/7th of Height

1/7th of Height

IMPORTANT NOTE Please note that the usage of the frame around the logo is only for limited usage on specific items such as; personal protective clothing, site clothing , safety equipment, machinery and equipment. And sometimes there will be need to use it in this way in other applications. Remember that it logo should only be framed like this when necessary

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

7.2 Personal Protective Safety Jacket

71

PLACE LOGO HALFWAY

Reflective Strips

IMPORTANT NOTE XXErox nos sulabutua num, que conis peris. Bus, ad me opossicae, tus ad cericidem labus virtemum horude adhuitissici ferficapere, se

Helvetica Bold All Letters Capitalised

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

7.3 High Visibility Protective Clothing

72

IMPORTANT NOTE All clothing or gear to be worn on site will adhere to the highest standard for all HIGH VISIBILITY ITEMS. CoAL of Africa reserves the right to the quality control and issue of all protective clothing to its personnel. The standard give specifications of overalls. jackets, waistcoats, trousers and other items

Day Glow Fluorescent Yellow

Reflective Strips

The thickness of the reflective strip should be 45mm. Thin reflective strips tend to fade out when they are viewed from a distance the farther you are

Reflective Material

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

7.4 Logo Size & Artwork production on Protective Clothing

73

APPLICATION OF THE COAL LOGO ON PROTECTIVE JACKETS Rubber Moulding or Embrodied Badge There are 2 ways the Logo can be used. FIrstly in can be developed in to a rubber branded badge that can be applied to the jackets or alternatively you can use an emroidey based bage that can be applied to the garment

60mm

1. IMPORTANT NOTE Please note that the usage of the black frame around the logo is only for usage on personal protective clothing, site clothing and safety equipment 60mm 2. IMPORTANT NOTE The witdh of the logo must always be 60mm. If it is in the frame the width of the frame must be 60mm. If there is nor frame then the width of the logo must be 6vv0mm

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

7.5 Logo Size & Artwork production on Saftey Equipment

74

30mm

SA

FTE

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QU

IPM

EN

T

Logo Badge Size: 50mm in Width

NOTE

50mm

Is is advised that the back of the safety helmet has the wording SAFETY EQUIPMENT

When using the branding on safety equipment eg: hardhat, the full colour logo must be used as the items can be screen printed, stickers or developed into rubber moulded badges that can be applied to the helmet.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

7.6 Logo Artwork on Machinery & Equipment

75

Subject to Requirements

Subject to Requirements

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

08. SIGNAGE

8.1 Signage

77

WOESTALLEEN COLLIERY A Member of Coal of Africa Limited Group

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

78 Frutiger Black Condensed

1/7th of Height

WOESTALLEEN COLLIERY

h= 5 x

Type Height is = 3 x

A Member of Coal of Africa Limited Group IMPORTANT NOTES 1. TYPEFACE Naming type must always be in Frutiger Black Condensed

Frutiger Condensed Type Size to be 1/3 or 33% of Naming Type

Padding is =

2. SIZE OF SIGN This will always be determined by the length of the name.

When creating CoAL signage, you start with a general size and then tweak the size based on the length of the name. In essence you always work backwards from the length of the name.

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

79

Divider

LOGO AREA

TYPE AREA

Padding

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

80

New Sign Width New Word Width

DISCARD DUMP

SIZE AND HEIGHT OF FONT MUST ALWAYS REMAIN THE SAME. As in the example it is important to note that when the length of the word changes, the width of the sign will change, but all other measurements stay the same

Authorised Dumping Only

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

81

DISCARD DUMP Authorised Dumping Only

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

82

WOESTALLEEN COLLIERY

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

83

WOESTALLEEN COLLIERY

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

84

WOESTALLEEN COLLIERY

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

85

WOESTALLEEN COLLIERY HEAD OFFICE

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

86

WOESTALLEEN COLLIERY HEAD OFFICE

Secondary Naming Descriptor All signage must be 2 meteres or more above ground level

> 2000mm

Frutiger Black Condensed Type to be in CoAL Red Type Size to be 70% of Primary Naming Descriptor

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

87

WOESTALLEEN COLLIERY HEAD OFFICE

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

88

WOESTALLEEN COLLIERY THE PLANT

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

8.1 Signage

89

Š CoAL of Africa (Pty) 2011 If you have any questions regarding the use of the CoAL of Africa Identity & Brand, contact our Marketing Department on: +27 11 575 4363

If you requrie assistance regarding the use of the CoAL of AFRICAâ&#x20AC;&#x2122;s Identity & Brand that are not addressed within this document, please contact our Corporate Marketing Department on: +27 11 507 000.

Or alternatively contact our appointed advertising agency (Frontline Studio) Rutendo Matinyarare Cell: (076) 894 0747 rutendo@frontlinestudio.net www.frontlinestudio.net

Designed & Produced by:

South African office: 2nd Floor, Gabba Building, The Campus, 57 Sloane Street, Bryanston, Gauteng Telephone: +27 11 575 4363, Facsimile: +27 11 576 4363, Email: adminza@coalofafrica.co.za

www.coalofafrica.co.za