PT Identity manual
International brands 2.5.5 - Africatel
Brand manual
V.EN1 - 28 Abril 2011
PT Identity manual
International brands 2.5.5 - Africatel
Strategic elements
Africatel brand strategy elements Elementos estratégicos da marca Africatel
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Xxxxxxx
Xxxxxxxxxxx
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Consequat
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Xxxx
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Vulputate
Ullamcorper
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Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx. P. 03
PT Identity manual
International brands 2.5.5 - Africatel
Introduction
The aim of this manual is to establish a set of rules and recommendations that seek to ensure the correct implementation of the main elements of the Africatel. It is essential that everyone cooperates in complying with and applying these rules in order to ensure a coherent and uniform visual identity. We know we can rely on you. Thank you. P. 04
PT Identity manual
Identidade Logo
Colours
Typography
International brands 2.5.5 - Africatel
Visual elements Composition Colour versions Protection area and minimum dimension Applications on backgrounds Incorrect usage PT endorsement proportion PT endorsement location Main Colours Supplementary colours Myriad Pro Arial
Contents
P. 07 P. 09 P. 10 P. 11 P. 12 P. 13 P. 14 P. 15 P. 16 P. 17 P. 18 P. 19
P. 05
PT Identity manual
International brands 2.5.5 - Africatel
Identity
Visual elements The visual identity of Africatel has 3 basic elements: logo, colours and typography.
Logo
Colours
Typography
Myriad Pro The Africatel logo consists in a fixed relation of position and proportion between the symbol and the name “Africatel�.
The colour scheme of the Africatel brand consists in two main colours and five supplementary colours.
The Africatel font is Myriad Pro. It is a font with the necessary characteristics to create a clear and legible message.
P. 07
International brands 2.5.5 - Africatel
PT Identity manual
Logo
Composition The Africatel logo consists in a fixed position and proportion relation between the symbol and the name.
The name is in Neo Tech Pro Medium font, in upper and lower case. The logo must always be reproduced from high quality final drafts.
Construction
x
x
y
Symbol Colour: PT Blue
The size of the “x-height” of the letters “Africatel” is defined by the measurement “x”. The top of the symbol is aligned with the top of the letters “Africatel”.
y
Name Font: NeoTech Pro Medium Colour: Grey Graphite
The distance between the symbol and the label is “y”.
P. 09
PT Identity manual
International brands 2.5.5 - Africatel
Logo
Colour versions Three colour versions of the Africatel brand were established: a polychromatic version and two monochromatic versions in black and white.
The monochromatic versions should only be used when the use of colours is limited, or when the method of reproduction has low resolution like a fax or photocopier.
Polychromatic version
Positive monochromatic version
Negative monochromatic version
P. 10
PT Identity manual
International brands 2.5.5 - Africatel
Logo
Protection area and minimum dimensions To preserve the integrity and legibility of the Africatel logo, it was established a: - protection area regarding other graphic elements; - minimum dimensions for reproduction.
Minimum printing dimensions
20 mm Minimum screen dimensions
Protection area The limits of the protection area were determined on the measurement “x”, relative to the “x-height” of the letters “Africatel”.
94 pixels Minimum dimensions Minimum dimensions for reproduction were settled to guarantee the logo legibility. These limits were calculated regarding the logo’s shape and the different reproduction media (printed material/screen visualisation).
P. 11
PT Identity manual
Logo
International brands 2.5.5 - Africatel
Applications on backgrounds The background examples illustrated below provide the preview of the colour behaviour. Don’t use them as a reference for the background shape.
The Africatel logo cannot be placed in a box, it must stand alone.
White background - coloured Polychromatic version
PT blue background Negative monochromatic version
Bright photographic background Polychromatic version
White background - one colour (black) Positive monochromatic version
Black background - coloured Negative monochromatic version
Dark blue background Negative monochromatic version
Dark photographic background Negative monochromatic version
Black background - one colour (white) Negative monochromatic version
P. 12
Manual de identidade PT PT Identity manual Manual de marca
Marcas internacionais International brands 2.5.5 - Africatel
Logo
Incorrect usage Changing the logo harms the coherence and perception of the Africatel identity, compromising its goals. The logo must always be applied in a conscious way, respecting its integrity.
Use of outlines, frames or visual effects
Incorrect use of fonts
The examples below apply to all logo variants.
Element alteration, removal or addition
Distortion (horizontal, vertical or perspective)
Use of watermarks or “tints�
Alteration of the placement of the elements
Africatel
Changing the elements placement or proportionality
Incorrect use of colour
P. 13
International brands 2.5.5 - Africatel
PT Identity manual
Logo
PT endorsement proportion The Africatel logo can be used with the PT logo or the “Portugal Telecom” logotype.
When it is necessary to use the Africatel logo with the PT endorsement the proportion must be adjusted to the media and should not exceed the fixed limit.
Proportion
h = height
Limit The PT logo must be less than or equal to the measurement “h” (height of the Africatel logo) when the PT endorsement is used.
h (maximum)
Colour models for reproduction of the PT logo The polychromatic version of the PT logo for endorsement has two colour model variants: - CMYK colour model (four colour process) - PMS colour model (pantone). The PMS variant is made from two direct colours (pantone 3135 and black) and must always be used whenever the four colour reproduction is not necessary.
“Portugal Telecom” logotype - horizontal shape and vertical shape ½ h - maximum height limit ½h
(maximum)
Or ½h
(maximum)
P. 14
Limit The “Portugal Telecom” logotype must be less than or equal to ½ h (h is the height of the PT logo).
PT Identity manual
Logo
International brands 2.5.5 - Africatel
PT endorsement location The recommended location of the Africatel logo is in the upper left corner of the layout. The endorsement must be placed on the opposite side, at the top.
When this rule is not applicable, the endorsement must be placed in the lower left corner under the Africatel logo, lined up with the left side of the symbol. It is not recommended to put the PT or Portugal Telecom endorsement near the Africatel logo.
Location
Paperhead - Top (preferred use)
Envelope - footer (alternate use)
P. 15
Manual de identidade PT Manual de marca
Colours
Marcas internacionais 2.5.5 - Africatel
Main colours The main colours of Africatel are grey graphite and PT blue. Any colour model that is not included in this manual must use Pantone as a reference.
PT Blue
Grey graphite
Pantone: 3135 C
Pantone: 432 C
CMYK: C: 100% M: 0% Y: 20% K: 10%
CMYK: C: 0% M: 0% Y: 0% K: 85%
RGB: R: 0 G: 153 B: 171
RGB: R: 76 G: 76 B: 78
Web: #0099AB
Web: #4C4C4E
Ink ref: Supplier - Hempel
RAL: 7016 Anthracite grey
Hempatone Extra 58910/3P104 Hempalux AL Water Satin 58352/3P104 Hempalux AL Water Glossy 58352/3P104 Vinyl: 3M 3630: 11945 Oracal Series 851/951:553 Lagoon P. 16
Vinyl: 3M Scotchcal Series 100: 100-012 Grey
Marcas internacionais 2.5.5 - Africatel
PT identity manual
Colours
Supplementary colours The supplementary colour palette consists of 5 colours: supplementary yellow, supplementary green, supplementary blue, supplementary purple and supplementary pink.
The supplementary palette colours can be used transversally in all PT Group media communication.
Supplementary Yellow
Supplementary Green
Supplementary Blue
Supplementary Purple
Supplementary Pink
Pantone: 1235 C
Pantone: 382 C
Pantone: 302 C
Pantone: 2603 C
Pantone: 214 C
CMYK: C: 0% M: 35% Y: 100% K: 0%
CMYK: C: 35% M: 0% Y: 100% K: 0%
CMYK: C: 100% M: 50% Y: 10% K: 60%
CMYK: C: 75% M: 100% Y: 0% K: 5%
CMYK: C: 0% M: 100% Y: 25% K: 5%
RGB: R: 231 G: 176 B: 18
RGB: R: 190 G: 214 B: 0
RGB: R: 0 G: 65 B: 101
RGB: R: 110 G: 37 B: 133
RGB: R: 201 G: 0 B: 98
Web: #E7B012
Web: #BED600
Web: #004165
Web: #6E2585
Web: #C90062
RAL: 1028 Melon yellow
RAL: (no reference in catalogue)
RAL: 5003 Sapphire blue
RAL: (no reference in catalogue)
RAL: 4010 Telemagenta
Vinyl: 3M Scotchcal 100-25
Vinyl: 3M Scotchcal 100-449
Vinyl: 3M Scotchcal 100-724
Vinyl: 3M Scotchcal 100-265
Vinyl: 3M Scotchcal 100-454
P. 17
PT Identity manual
International brands 2.5.5 - Africatel
Typography
Myriad Pro The institutional font for all PT Group brands communication is Myriad Pro. It Is a font with the necessary characteristics to create a clean and legible message.
In order to maintain coherence among all communication material, the following weights are recommended: Light, Regular, Semibold, Bold and Black and their variants in italic.
ABCDEFGHIJKMN OPQRSTUVWXYZ Myriad Pro abcdefghijklmno pqrstuvwxyz P. 18
PT Identity manual
International brands 2.5.5 - Africatel
Typography
Arial If a default font type is needed, for internal applications or presentations, we recommend the use of Arial.
Its versatility allows it to be used successfully in printed and digital media. The use of Regular and Bold weights (and their italic variants) are recommended.
ABCDEFGHIJKMN OPQRSTUVWXYZ Arial abcdefghijklmno pqrstuvwxyz P. 19
PT Identity manual
DMP/EMT
International brands 2.5.5 - Africatel
V.EN1 - 28 Abril 2011