Prime Insurance Brand Manual by Yakub Ibrahim

NOVEMBER 2016

BRAND MANUAL Logo usage and communication guidelines of the corporate identity

RWANDA Design: SCANAD Rwanda Limited ÂŠ 2016, Art Director: Yakub Ibrahim, Copywriter: Karita Jocelyne, Email: Ankur.Gupta@scanad.com Designed under the permission of Prime Insurance Limited On 14 November 2016

Content 1. Introduction 2. Logo Specs 3. Stationeries 4. Visual Identity 4. Brand Extension

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Brand Value • Our Vision • Our Mission • Our Value • Brand Architecture

• Brand Value • Our Vision & Mission • Our Value • Brand Architecture

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

The goal of this booklet is to protect the strength of the PRIME brand so that it continues to create value for PRIME. Brand guidelines achieve this by explaining the importance of a brand and describing how to use the elements of the brand, such as corporate identity and the brand name. PRIME brand guidelines should provide a comprehensive manual for anyone who uses the brand and its components in their work, including employees, channel partners, designers and marketing agencies. The key goal of this brand guidelines’ book is to ensure that all parties use the brand elements consistently. It will provide information, tools and set the standards for using brand names, logos, typefaces and other design elements in advertisements, brochures, newsletters and online communications. These guidelines give PRIME control over the way other people use its brand so that its visual appearance is always consistent.

• Brand Value • Our Vision & Mission • Our Value • Brand Architecture

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Our Vision: To be the leading insurance company in the region. Our Mission: To increase consistently the value of our stakeholders through innovative solutions using superior technology and professional staﬀ.

• Brand Value • Our Vision & Mission • Our Value • Brand Architecture

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Result focused: We strive to achieve and exceed our customers’ expectations through our consistent quest for excellence and thirst to provide innovative solutions to our customers. Team work: The service provided by each of our team members reflects our collective effort. If one fails, all fail; and if one succeeds, all do as well. Communication: We make sure that while our messaging is clear and simple, it also alligns with our vision and mission. Trust: Our clients and staff can always rely on us. We keep our promise. Learning and growth: To maintain high standards of service delivery, we continuously improve our employees’ skillset through tranings, so that they can serve our clients in the best way possible. Meritocracy: We recognize and award the best talent, ensuring continuous career development at all levels of our organization. Excellence: We are driven by the possibilty to add value to our products and services. Our satisfaction is delivering beyond expectations.

• Brand Value • Our Vision & Mission • Our Value • Brand Architecture

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension Sub brands / Business Units

I n s u r a n c e

Life Insurance

Products Unit

**** Insurance

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions PRIME LOGO: This is PRIME’s master logo.

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

trustworthiness. It is to be used to represent Insurance and PRIME Life Insurance.

I n s u r a n c e

Life Insurance

**** Insurance

PRIME INSURANCE LOGO: This logo should be used to represent PRIME Insurance as a business unit of PRIME. It shall also be used to represent many products and services under PRIME Insurance. It is strictly prohibited to use it to represent PRIME as a whole or PRIME Life Insurance. PRIME LIFE INSURANCE LOGO: This logo should be used to represent PRIME Life Insurance as a business unit of PRIME. It shall also be used to represent many products and services under PRIME Life Insurance. It is strictly prohibited to use it to represent PRIME as a whole or PRIME Insurance. PRIME PRODUCT’S LOGO: This logo should be used to represent one product of PRIME Insurance and PIME Life Insurance. The asterics should be replaced by the product name, i.e. Motor, Education, Property, Marine, etc...

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

The PRIME logotype is the most important element of our visual identity. It is the visual embodiment of the brand that people will instantly come to recognize and associate with PRIME.

Brand icon

Brandlines

Logotype

The following pages outline a few simple rules about our logotype. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way. The logotype has been specifically created for us, so please don’t alter it in any way. It must always be reproduced from master artwork. Different artworks have been created for different applications.

NB: Proportions should be strictly maintained.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

The logo must primarily be on a blue background with white lettering. When color or printing prohibits this, it may be used in all black or reversed out to white. NB: All other parameters, i.e. proportions of the logo shall be respected.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

A margin of clear space equivalent to x is drawn around the logo to create the invisible boundary of the area of isolation. This area of separation is the minimum and should be increased wherever possible. The logo must primarily be on a blue background with white lettering.

NB: Proportions should be strictly maintained.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Primary Colours: Blue and yellow are our dominant colours.

Pantone Code

CMYK

RGB

P Process Cyan C

C=100% M=0% Y=0% K=0%

R=0 G=174 B=239

Pantone 2995c

C=3% M=14% Y=100% K=0%

R=248 G=210 B=0

NB: Do not introduce new colour palettes.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Complimentary Colours: These are only used for the Prime icons and in rare exceptions for highlighting an offer or promotion.

Pantone Code

CMYK

RGB

P 110-8C

C=100% M=35% Y=0% K=24%

R=0 G=105 B=164

P 179 - 10C

C=0% M=0% Y=0% K=70%

R=109 G=110 B=113

NB: Do not introduce new colour palettes.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Typeface of PRIME: The standard corporate Typeface for PRIME is the OPEN SANS family. This typeface was chosen due to its simplicity and contemporary look that enhances easy legibility. The typeface must never be altered or replaced at any circumstance whatsoever. OPEN SANS should be used across the whole branding exercise.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;:#!?) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;:#!?) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;:#!?)

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Typography for Body Copy Open Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;:#!?) Typography for Headlines Open Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890$%&(,.;:#!?)

NB: The use of Open Sans in its regular (as body copy) version helps us to get a clean, modern and premium look.

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Usage of the logo: The logo must be used on a blue background to maintain our colour. No shadows • No gradient • No changing colour of the icon • No stretching it (Pull it on proportionally) • on P14.

NB: Must be on blue background (See our Colour Palettes on P15-16)

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Minimum size for the PRIME Logos. The minimum size for the PRIME Logo is 2.7 by 1 (cm). Use caution when scaling down the PRIME logo. For legibility purposes, do not use variations of the PRIME logo smaller than stated above.

I n s u r a n c e

NB: Please do not stretch, abuse, squeeze, distort or misuse the elements in any way. Kindly leave them as they are!

Life Insurance

**** Insurance

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Logotype • Clear Space • Colour Palettes • Typography • Logo Usage • Positions

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Logo Placement: The logo shall be placed on a blue background. It shall be placed at the center, center bottom, or bottom left side of the visual, and the clear space shall be respected.

NB: The logos should always be on Prime Blue Background.

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

Prime Rwanda Prime Rwanda

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

A4 Letterhead: The letterhead size is 297 mm by 210 mm. The logo is at the bottom right, and the address details are all aligned to the top right side of the page. Font used: Open Sans Regular. Address: 8pt. Social Network: 6pt (Open Sans Italic)

NB: The use of Open Sans in its regular version helps us to get a clean, modern and premium look.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Business Card: The business card size is 55 mm by 90 mm. The font used is Open Prime Rwanda Prime Rwanda

John BUGUNYA Chief Executive Oﬃcer

Toll Free 1320 RSSB Building Tower II African Union Boulevard Kigali, Rwanda

10pts of size; the font on Title is Open Sans Regular in Gray Color 70% with 6pt of size; the address is in Prime Blue. For Phone Numbers, the font is Open Sans Light with 5pt of the size. The card shall be printed on 250 gsm paper.

www.prime.rw

M: +250 788 306 100, E: john.bugunya@prime.rw

Names: 10pt. Title: 5pt. (Gray Colour 70% of Black) Address: 5pt. Contacts: 5pt.

NB: The use of Open Sans on each artwork of Prime safeguards the brand visibility and helps us to get a clean, modern and premium look.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Vanitah Gatana

E - Signature: should always be in Prime Blue, followed by the title in Gray Color (70% of Black) and left aligned. The Address should also be in Prime Blue. The logo should always remain at the bottom right, on a Prime Blue background. Names: 12pt. Designation: 9 pt Address: 9 pt

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

TITLE GOES HERE Subheading goes here

Power Point Cover Page: The title slide should always be in Prime Blue with white text. The logo should always be at the bottom right on a blue background and Social Network address on the bottom left side. The tltle and the subtitle should always be on the centre of the slide. The size page of Power Point is 24.5 wide by 14.29 high. Heading: 43pt. Subtitle: 27pt. Social Network: 9pt (Open Sans Italic)

Prime Rwanda

NB: The use of Open Sans on each artwork of Prime safeguards the brand visibility and helps us to get a clean, modern and premium look.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Heading Goes Here Sub-heading goes here to

Prime Rwanda

PowerPoint Inner Page: Every subsequent slide after the title slide, should be on a white background. The text should always be in 70% Black (Gray) and subtitles in Prime Blue. The logo should always be at the bottom on a Prime Blue strip, and on its left side should appear the Prime social network addresses.

TOLL FREE CALL 1320

NB: The logo should always be on Prime Blue Background.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

PowerPoint Section Divider: The section divider heading shouldc be placed in the middle of the slide.

Section Divider

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension PI_001/01

Surname

The ID card size is 85 mm by 54 mm. The font used is Open Sans Family. The printing will be four colour printing. The logo has to be placed on the bottom right.

Surname

NIBIGIRA Name

Issa Position

Art Director

The photo on the ID Card should be in colour.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

DL Size Envelope: The envelope size is 114 mm by 218 mm. The font used is Open Sans Regular. The logo should always be at the bottom right, as shown. RSSB RSSB Building Building Tower Tower IIII (( Peage) Peage) KN3 KN3 RD RD African African Union Union Boulevard, Boulevard, Kigali, Kigali, Rwanda,Tel: Rwanda,Tel: (+250) (+250) 788 788 150 150 100 100 Prime Prime Rwanda Rwanda

Prime Prime Rwanda Rwanda

The address shall appear at the top right of the back page and s h a l l be in blue characters. The social media address shall be in PRIME gray, italic. Address: 13pt. Social Network: 9pt (Open Sans Italic)

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension RSSB Building Tower II ( Peage) KN3 RD African Union Boulevard, Kigali, Rwanda,Tel: (+250) 788 150 100

A4 Kaki Envelope: The envelope size is 210 mm by 297 mm. The font used is Open Sans Regular. The logo should always be at the bottom right, as shown. The address shall appear at the top right of the back page. The address will be in gray (70% Of Black) characters, and the social media address shall be in PRIME gray, italic. Address: 12pt. Social Network: 9pt (Open Sans Italic)

Prime Rwanda

TOLL FREE CALL 1320

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension RSSB Building Tower II ( Peage) KN3 RD African Union Boulevard, Kigali, Rwanda,Tel: (+250) 788 150 100 Prime Rwanda

Prime Rwanda

A4 White Envelope: The envelope size is 210 mm by 297 mm. The font used is Open Sans Regular. The logo should always be at the bottom right, as shown. The address shall appear at the top right of the back page. The address will be in blue characters, and the social media address shall be in PRIME gray, italic. Address: 12pt. Social Network: 9pt (Open Sans Italic)

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

A4 Folder Structure: The logo should be placed in the middle of the folder.

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

The address shall appear at the bottom center of the back page. The address will be in white characters on a blue background.

RSSB Building Tower II ( Peage) KN3 RD African Union Boulevard, Kigali, Rwanda,Tel: (+250) 788 150 100

1320 Toll Free

Prime Rwanda

The social media address shall be in PRIME gray, Open Sans italic, and will be placed at the bottom left, on a Prime Yellow strip.

www.prime.rw

Prime Rwanda

NB: : The colour palettes and proportions shall be respected, as indicated in the previous pages.

• Letterhead • Business Card • E - Signature • Power Point • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

A4 Folder Mock Up

NB: The colour palettes and proportions shall be respected, as indicated in the previous pages.

• Letterhead • Business Card • E - Signature • PowerPoint • ID Card • Envelopes • Folder • Notepad

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

A5 Notebook: The notepad size is 148 mm x 210 mm. It in full colour, with 100 Pages, and is spiral bound.

www

.pri

me.rw

The year shall appear at the center, and shall be written as shown (in a form of a logo). The font used is Open Sans Light on electronic address.

NB: The colour palettes and proportions shall be respected, as indicated in the previous pages.

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Tone of voice • Layout guidelines & Communication concept • Photographic style

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

What is tone of voice ? Tone of voice means how we say what we say. The words we use send signals about us – they show our audience what we represent as a brand and help them to understand what we stand for. The way we talk as a brand is as important as the

Why is it important ? them, the more coherent our brand will be. How we use words: Our tone of voice stems directly from our positioning and our values guide capture people’s imagination and enthusiasm. Our headlines should be sincere and exciting; through them, we will express both our friendliness and professionalism. We are not: Arrogant, bullish and patronising. When writing or speaking, we do not use jargon, ‘management-speak’, unnecessary abbreviations and acronyms, and we avoid complicated and wordy sentences.

NB: : In all our communications, we shall be inclusive, welcoming, responsive, supportive, warm and down-to-earth.

• Tone of Voice • Layout guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

1 Product Logo

2 Header 3 Body copy

5 Visual

4 Toll Free line / web

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

1 Product logo: Representing the product’s name, whether it is motor, education, property, to mention a few. The logo shall appear on a blue background, preferably a sky or a wall to make it look natural, and it should always be in the top left corner. 2 Header: Should connect the visual concept, with the products, and with the solutions that we oﬀer. It is addressed in a strong catchy font. 3. Body copy: Should sell the oﬀer as an advanced solution which comes with a call to action. 4 Website and Toll free number: Shall always be vertically alligned in the bottom right corner of the layout. 5 Visual: Should be an image with stopping power and that anyone can relate to. The photographic aspects such as color, temperature, freshness, setting, and blue tones must be taken in consideration.

NB: The use of Open Sans in its regular (As body copy) version helps us to get a clean, modern and premium look.

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

New Corporate Layout Proposal Portrait

Communication Concept: The top side of the visual will contain the photography and the headline, and the bottom side shall contain the body copy, the logo and other information. The cohesive colour choice provides a strong correlation between both messages on behalf of the PRIME brand. Both sides shall be separated by 15% of Black in Multiple Mode, and on the mid-left side of the divider shall be an arrow that shows that the whole visual is under the product.

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

1 Product Logo

2 Header 3 SubHeader

3 Toll Free & web

6 Visual

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

New Corporate Layout Proposal Landscape

Communication Concept: The right side of the visual will contain the photography and the headline, and the left side shall contain the body copy, the logo and other information. Both sides shall be separated by 15% of Black in Multiple Mode, and on the top side of the divider shall be an arrow that shows that the whole visual is under the product.

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

1 Product Logo

2 Header and body copy

4 Visual

3 Toll free & web

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

1 Product logo: Representing the product’s name, whether it is motor, education, property, to mention a few. The logo shall appear on a blue background, preferably a sky or a wall to make it look natural, and it should always be in the top left corner. 2 Header and body copy: The header connects the visual concept with the products and solutions that we oﬀer, and is addressed in a strong catchy font. The body copy should sell the oﬀer as an advanced solution which comes with a call to action. 3 Website and Toll free number: Shall always be vertically alligned, with the website in the top right corner, and the toll free number in the bottom right corner. 4 Visual: Should be an image with stopping power and that anyone can relate to. The photographic aspects such as color, temperature, freshness, setting, and blue tones must be taken in consideration.

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Why this layout ? To create a cohesive visual experience and link information within a given framework, we divided the artwork in two parts,with a headline and body placed above the picture, and the rest of the information in the right corners. The cohesive colour choice provides a strong correlation of the artwork on behalf of Prime Brand

NB: The use of Open Sans in its regular (as body copy) version helps us to get a clean, modern and premium look.

• Tone of Voice • Layout Guidelines & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Photographic style: Quality photography is a key component of the PRIME brand. We want to show a reassuring, warm and personable image of PRIME. Shots should be taken with a narrow depth of focus, to provide a sense of warmth, light and atmosphere. We have divided our photographic style into 3 main sections: STRAIGHT, PEOPLE and MOOD. Use the images that you feel are most relevant to the message you are trying to communicate.

• Tone of Voice • Layout Guideline & Communication concept • Photographic style

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Photography Description Straight: The more delicate the information, the more sensitive the imagery should be. Photography should be abstract, but always warm and positive. People: These images are shot in a direct and spirited way. They portray the peace of mind that our customers enjoy. These images should capture the natural warmth and friendliness of the characters, whether showing people individually or interacting with others. Mood: PRIME people value and respect their life but they don’t take themselves too seriously. We reﬂect this attitude in the photography. These images are humorous and abstract in style, and can help to create a particular mood and convey a spirit of optimism and peace of mind in a broad way.

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

• Signages • Merchandising • Co-Branded communication

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

KIMIRONKO Branch

Outdoor Signage: The logo should always be placed at the center, on a blue background, as shown in the reference. The branch name shall be aligned to the right, on a PRIME yellow background. The branch name should be in Open Sans Bold Italic, and the word “Branch” should always be in Open Sans Italic.

NB: The use of Open Sans in its regular (as body copy) version helps us to get a clean, modern and premium look.

• Store signage • Merchandising • Co-Branded communication

0,20m

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

2,05m

GRAND PENSION PLAZA

The bottom part of the signage, on a PRIME yellow background shall display the branch information in Open Sans Italic, as shown.

WORKING HOURS Monday to Friday 08am - 5pm Weekends 11am - 3pm

WeÕre closed onSundays and Public holidays

0,75m

0,10m

Signage Posts: The signage should be 1m long, and split in two parts as follows: The top of the signage, on a PRIME blue background shall display the PRIME logo.

NB: The use of Open Sans in its regular (as body copy) version helps us to get a clean, modern and premium look.

• Store signage • Merchandising • Co-Branded communication

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Door Signage: The signage should be split in two parts as follows:

MANAGER

The left side should occupy ¾ of the signage. It shall display the PRIME logo on a PRIME blue background. The right part of the signage, on a PRIME yellow background shall display the door information in Open Sans Italic, as shown. Signage size: 35cm x 10cm minimum Name: 36pt. Logo Size: 10cm of Width

• Store signage • Merchandising • Co-Branded communication

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

www.prime.rw

• Store signage • Merchandising • Co-Branded communication

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension Merchandising: The logo should always be placed on a blue background to maintain our brand colour.

• Store signage • Merchandising • Co-Branded communication Partner Logo

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension Prime Dominant The Prime logo should always be in the top right corner, and is separated fromthe partner logos with a vertical stroke.

NB: The use of Open Sans in its regular (as body copy) version helps us to get a clean, modern and premium look.

• Store signage • Merchandising • Co-Branded communication

1. Introduction 2. Logo Specs 3. Stationeries 4. Visual identity 4. Brand Extension

Partner Dominant: In this case, the PRIME logo shall appear on a PRIME blue strip, at the bottom of the artwork.

NB: The visibility of the PRIME logo should always be maintained. The logo should never be placed over a busy background.

Prime Logo on a blue strip

Contacts

Toll free line: 1320 Email: callcenter@prime.rw Website: www.prime.rw

For questions regarding PRIME brand manual & branding, contact a PRIME representative or one of the departmental contacts above.

Note

RSSB Building Tower II ( Peage) KN3 RD African Union Boulevard, Kigali, Rwanda,Tel: (+250) 788 150 100

1320 Toll Free

Prime Rwanda

www.prime.rw

Prime Rwanda