AFRICATEL MANUAL

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

X xxx xxxxxxxxxx xxxx x xxxxxxxx xxxxx xx xxxxxxx xx xxxxxxxxxxxxxx xxxxxx, xxxxxxxxxxxxxxx xx xxxxxxxx xxxxxxxxxx xx xxxxxxxxxx, xxxxxxxxxxxx x xxxxxxx xxxxxxxxxxxx xxx xxxx xxxxx.

Xx x xxxxxxxxxx, x xxx xxxxxx xx xxxx xxxxxxxxx xxxxxxxx: - xxxxxxxxxxxxxxxxxxxx xxx x xxxxxxx, xxxxxxxxxxxxxx xxxxxx xxxxxxx, xxxxxx x xxxxxxxxx; - xxxxxxxxxx, xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxx x xxxxxxx xxx xxxxxxx xxx x xxxxx xx xxxxxxxx x xxxxxxx xxx xxxxxxxxxxxx xxxx; - xxxxxxxxxxxxxx, xxxxxxxxxx xxxxxxxx x xxxxxxx xx xxxxx xx xxxxxxxx xxx xxxxxxxxxxx.

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Xxxxxxx

Xxxxxxxxxxx

Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx.

Facilisis at vero eros et accumsan et iusto odio dignissim qui blandit Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx praesent luptatum zzril delenit augue duis dolore.

Xxxxxxxxxxxx

Xommodo

Consequat

Xxxxxxxxx

Eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore.

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse.

Xxxx

Xxxxxxxxx

xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.

Vulputate

Ullamcorper

Xxxxxxx xx xxxxxxxxxx xxxxxx, xxxxxxxxx xxxxxxx xxxxxxx, xxx Lorem ipsum dolor sitxx amet, Ut wisi enim adxxx minim xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx. consectetuer adipiscing elit, veniam, quis nostrud exerci sed diam nonummy nibh tation ullamcorper suscipit euismod tincidunt ut laoreet lobortis nisl ut aliquip ex ea dolore magna aliquam erat commodo consequat.

Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx volutpat. x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.

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