Visual Standards Manual
umvuzo Visual Standards Manual
TABLE OF CONTENTS IDENTIFICATION ELEMENTS
STATIONERY ELEMENTS
PROMOTIONAL ELEMENTS
3 4 5 6 7 8
Introduction Logo Descriptive logo Logo in greyscale Logo in color Incorrect application of logoÂ
9 10 11
Letterhead: Portrait Letterhead Example Business card
12 13
T- shirt design Umbrella design
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umvuzo Visual Standards Manual
AN INTRODUCTION TO CORPORATE IDENTITY Like all people, every company or organisation has it’s own distinctive identity. This identity is the determining factor in the entity’s communication and the relationships that follow thereon. A company or organisation’s corporate identity is therefore its communication at its most basic and nonverbal level. Corporate identity creates the basis for the introduction and recognition of brands and although this identity consists not only of visual communication, the latter is the central element from which other elements such as brand values, aims and corporate culture is communicated. Most important of the considerations of corporate identity is consistent visual communication throughout all means and on all levels.
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umvuzo Visual Standards Manual
DESIGNING THE LOGO Umvuzo’s logo consists of the logo symbol and typography used underneath the symbol. The typography of the logo consists of the words ‘umvuzo’ (small caps) and ‘HEALTH’ (all caps), all aligned to the centre of the symbol. The logo evokes a feeling of emotional ease through the use of colors that are all soft shades of grey or beige. These soft colors are further complimented by the ample use of white space to leave behind a consoling impression which is in keeping with the nature and character of a medical scheme. This ‘Peace of mind’ impression is enforced by centre aligned objects creating an established, trustworthy esthetic. DTL Prokyon was chosen as the logo’s typeface for its modern, yet simple and unconceited characteristics - which is also true for Umvuzo Health. Lower case lettering was used for the word ‘umvuzo’ to create an essence of accessibility and to avoid the cluttered feeling evoked by sentence case lettering with their detailed ascenders and descenders and also to avoid the heavy character of upper case lettering. The forceful effect created by use of upper case lettering with ‘HEALTH‘ was softened by the significantly small size of the typography, whilst still keeping its strong and established character. In this way the typography of these two words are complementing each other to create an impression illustrative of Umvuzo’s character: ‘umvuzo’ captures the medical scheme’s caring and accessible personality while ‘HEALTH‘ shows the reliable, transparent and efficient nature with which the scheme operates. Behind Umvuzo’s symbol logo lies symbolism in many parts. Chief to these is the cross created by light grey rounded rectangles alluding to the red cross commonly used in the medicine practice. Still in the same vein, although to a lesser extent, the rounded rectangles resemble a view of cells under a microscope. Of greater importance is the symbol showing many separate entities joined into a greater entirety surrounded by a thick outline signifying a bond between them. This unified entity is depictive of the ubuntu spirit that is celebrated on the African continent. Research indicated that the scheme’s members value common humanity and therefore also a medical scheme that sees itself as one of its members; creating a collective whole. The logo’s symbolic meaning is therefore ultimately an allegorical representation: Umvuzo’s logo IS its members, literally. The scheme’s members are the driving force and focus behind everything they do.
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umvuzo Visual Standards Manual
DESCRIPTIVE LOGO UNIT OF MEASUREMENT
The following instructions need to be followed systematically to ensure accurate construction of Umvuzo’s logo. This is only necessary if the logo is not available. Firstly, a relative unit of measurement must be established. For this logo, that unit will be the horizontal distance between the vertical terminals of the lower case ‘m’ in ‘umvuzo‘. The correct font specifications (see middle left of this page) must be followed for this distance to be determined accurately. From now on, this distance will be represented by x (see illustration to the left), with the dimensions of all other objects sized according to this unit of measurement.
FONT SPECIFICATION
FOR: ‘umvuzo‘ FONT: DTL ProkyonST Medium (In lower case lettering)
TRACKING: +10
FONT SPECIFICATION
FOR: ‘HEALTH‘ FONT: DTL ProkyonST Medium (In upper case lettering)
TRACKING: +300
LOGO CONSTRUCTION INSTRUCTIONS
1
Type ‘umvuzo‘ following the above mentioned instructions. Expand the text to convert it to vector format. Follow the same instruction with ‘HEALTH‘
2
Draw a set of vertical guides. The first aligned to the left side of the right vertical terminal of the ‘m’. Draw another aligned to the right side of the right vertical terminal of the ‘u‘
3
Resize and position ‘HEALTH‘ to fit between these two guides.
5
4
Draw another set of guides. The first aligned to the left side of the middle terminal of ‘m‘ and the other to the bottom left terminal of ‘z‘
5
Resize and position the vector logo symbol (authentic vector must be supplied and may not be recreated) to fit between these two guides. Continued on overleaf
umvuzo Visual Standards Manual
DESCRIPTIVE LOGO SYMBOL LOGO CONSTRUCTION INSTRUCTIONS (FROM PAGE 5)
6
Position ‘HEALTH‘ a vertical distance of x beneath the bottom horizontal terminals of ‘umvuzo‘
12
7
Position the logo symbol a vertical distance of x and a half above the top horizontal terminals of ‘umvuzo‘
8
9
Draw a horizontal guide the vertical distance of 3 x’s downward from the bottom terminals of ‘HEALTH‘
10
Draw a horizontal guide the vertical distance of 3 x’s upward from the topmost point of the logo symbol
Draw a vertical guide the horizontal distance of 3 x’s to the left of the leftmost terminal of the ‘u’ of ‘umvuzo‘
11
Draw a vertical guide the horizontal distance of 3 x’s to the right of the rightmost terminal of the ‘o’ of ‘umvuzo‘
Steps 8 - 11’s guides will form a rectangle that may not be filled with anything other than the created logo.
LOGO OPTIONS IN GREYSCALE
# BFBBBB CMYK C0 M0 Y0 K 30
# 414042
RGB R 191 G 187 B 187
# BFBBBB CMYK C0 M0 Y0 K 30
CMYK
RGB
C0 M0 Y0 K 90
R 79 G 80 B 82
# 414042
RGB R 191 G 187 B 187
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CMYK
RGB
C0 M0 Y0 K 90
R 79 G 80 B 82
# 6D6E71 CMYK C M Y K
0 0 0 0
RGB R 109 G 110 B 113
# 6D6E71 CMYK C M Y K
0 0 0 0
RGB R 109 G 110 B 113
# FFFFFF CMYK C M Y K
0 0 0 0
RGB R 255 G 255 B 255
# FFFFFF CMYK C M Y K
0 0 0 0
RGB R 255 G 255 B 255
# 8A8C8E CMYK C0 M0 Y0 K 55
RGB R 138 G 140 B 142
# BFBBBB CMYK C0 M0 Y0 K 30
RGB R 191 G 187 B 187
umvuzo Visual Standards Manual
LOGO OPTIONS IN FULL COLOR
# D2D3CE CMYK C 17 M 12 Y 16 K0
# 616264 CMYK
RGB
CMYK
R 210 G 211 B 206
C M Y K
R 79 G 80 B 82
C 27 M 34 Y 61 K1
# D2D3CE CMYK C 17 M 12 Y 16 K0
C 17 M 12 Y 16 K0
# 616264 CMYK
RGB
R 210 G 211 B 206
C M Y K
R 97 G 98 B 100
C 17 M 12 Y 16 K0
62 53 50 22
# 58595B
RGB R 210 G 211 B 206
# D2D3CE CMYK
62 53 50 22
RGB
# D2D3CE CMYK
# BAA078
RGB
R 210 G 211 B 206
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R 186 G 160 B 120
# BAA078 CMYK C 27 M 34 Y 61 K1
RGB R 186 G 160 B 120
# BAA078
CMYK
RGB
CMYK
C0 M0 Y0 K 80
R 88 G 89 B 91
C 27 M 34 Y 61 K1
# 58595B
RGB
RGB
RGB R 186 G 160 B 120
# BAA078
CMYK
RGB
CMYK
C0 M0 Y0 K 80
R 88 G 89 B 91
C 27 M 34 Y 61 K1
RGB R 186 G 160 B 120
# FFFFFF CMYK C M Y K
0 0 0 0
RGB R 255 G 255 B 255
# C0AD86 CMYK C 26 M 28 Y 54 K1
RGB R 192 G 173 B 134
# B6B8BA CMYK C0 M0 Y0 K 33
RGB R 167 G 199 B 172
# 231F20
# 8A8C8E CMYK C0 M0 Y0 K 55
RGB R 138 G 140 B 142
# 58595B CMYK
RGB
C0 M0 Y0 K 80
R 88 G 89 B 91
# 58595B CMYK
RGB
C0 M0 Y0 K 80
R 88 G 89 B 91
# 58595B
CMYK
RGB
CMYK
RGB
C0 M0 Y0 K 100
R 35 G 31 B 32
C0 M0 Y0 K 80
R 88 G 89 B 91
umvuzo Visual Standards Manual
LOGO INCORRECT APPLICATION
Do not apply shadows, other blending effects or transparency to the logo
Do not exceed the restricted ‘white space’ specified in steps 8 -9 on page 6
Do not make any alterations (color, size, placement) to the typography of the logo
Do not flip or rotate any of the logo’s elements
Do not change the change the positional relationship between the type and symbol
Do not change the colors of the typography or the symbol
umvuzo Do not change the horizontal to vertical proportions of the logo
Do not change substitute the logo’s typeface for any other typeface or for a different version of DTP Prokyon
Do not alter the vector logo symbol or the lettering in any way
EXCEPTIONS AND OTHER CONSTRICTIONS
1
2
If, for some reason the Umvuzo logo is placed on a background of similar color to the ‘umvuzo‘ and ‘HEALTH‘ text and therefore illegible, the color of the text may be substituted with a black with a tint value of 40%. The logo may not be applied in this matter without Umvuzo’s consent. See t-shirt #2 on page 12 for an example.
The enlarged logo symbol applied as a watermark (see page 1, 3 and 4) may not be used by anyone but Umvuzo. The logo is intended for the corporate purposes only.
8
3
With given consent the logo may be placed on photo’s or textures (see Umvuzo’s Membership Booklet for an example).
umvuzo Visual Standards Manual
LETTERHEAD PORTRAIT
WEBSITE: www.umvuzohealth.co.za CALL CENTRE: 0861 083 083 FAX: 086 670 0242
Pretoria 0183, Fearie Glenn | Glennwood Office Park 14 Sprite Avenue | Building C, 1St Floor
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umvuzo Visual Standards Manual
LETTERHEAD EXAMPLE
WEBSITE: www.umvuzohealth.co.za CALL CENTRE: 0861 083 083 FAX: 086 670 0242
Monday 15 APRIL 2011 Dear Mr Volch Re : Our discussion 02 February 2011 - ‘The Financial Future of Africa’ Following on from our telephone conversation of last week, I have taken the liberty of extracting some comments from a discussion group that was recently held on this subject. It reads as follows ; ‘The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacity to emerge and succeed as a thriving, caring world-class ‘new economy’ ; secondly, that before the onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindset and game plan to achieve this success; thirdly, that you and hundreds of like-minded people throughout Africa, whom we have identified and continue to identify together have a major role to play in the process - ‘ (continued in the attached documentation) The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that would give substance to the vision of the African Renaissance. I trust that the underlying message contained in this documentation will begin to answer your investment questions and concerns - the balance of which we can debate during your forthcoming visit to South Africa. Yours sincerely,
D. Wood Joint Managing Director /encl. Direct Line: +27 11 269 0000 E-mail: dwood@aforbes.co.za
Pretoria 0183, Fearie Glenn | Glennwood Office Park 14 Sprite Avenue | Building C, 1St Floor
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umvuzo Visual Standards Manual
BUSINESS CARD
FRONT Printed on 0.185 white matte paper with laser-cut outline
BACK
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umvuzo Visual Standards Manual
T-SHIRT DESIGN
#1 Beige
#2
Dark Brown
#3 Grey
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umvuzo Visual Standards Manual
UMBRELLA DESIGN
UMBRELLA Light weight plastic umbrella
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WEBSITE: www.umvuzohealth.co.za CALL CENTRE: 0861 083 083 FAX: 086 670 0242
Monday 15 APRIL 2011 Dear Mr Volch Re : Our discussion 02 February 2011 - ‘The Financial Future of Africa’ Following on from our telephone conversation of last week, I have taken the liberty of extracting some comments from a discussion group that was recently held on this subject. It reads as follows ; ‘The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacity to emerge and succeed as a thriving, caring world-class ‘new economy’ ; secondly, that before the onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindset and game plan to achieve this success; thirdly, that you and hundreds of like-minded people throughout Africa, whom we have identified and continue to identify together have a major role to play in the process - ‘ (continued in the attached documentation) The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that would give substance to the vision of the African Renaissance. I trust that the underlying message contained in this documentation will begin to answer your investment questions and concerns - the balance of which we can debate during your forthcoming visit to South Africa. Yours sincerely,
D. Wood Joint Managing Director /encl. Direct Line: +27 11 269 0000 E-mail: dwood@umvuzo.co.za
Pretoria 0183, Fearie Glenn | Glennwood Office Park 14 Sprite Avenue | Building C, 1St Floor