Brand Guide
The new stylised signature conveys a classy, confident and professional persona. The primary Gold in the signature exemplifies the Darama brand that practices excellence in quality and service. With a customised font style that is fluid, contemporary and simplistic, this brand mark reflects Damara’s beliefs to offer the most personal and best service to their customers. Above all else, the new stylised Damara signature epitomises the overall brand mix of expertise and human affinity.
CONTENTS Signature Elements
1.1
Corporate Signature
1.2
Endorsement Line
1.3
Colour Variations (Full Colour Corporate Signature)
1.4
Colour Variations (One Colour Corporate Signature)
1.5
Colour Variations (One Colour Reverse White Signature)
1.6
Incorrect Usage
1.7
1.1 Signature Elements
Corporate Signature
Wordmark
(Pantone DS 11-5C)
Signature Elements The relationship between each element of our signature has been carefully considered: the letters have been specially arranged and colours have been chosen to create a unique and distinctive mark. We must project it to maximise its impact, while protecting it to preserve its integrity. Observe the principles outlined in this section to help us achieve our goal.
1.2 Corporate Signature
X
X
X
X
X
Minimum Clear Space Zone
Minimum Size
The clear space zone “X” is calculated using the width of “a” in the Wordmark. The above example illustrates how the clear space zone should be applied to the preferred version of the Corporate Signature
The size of our Corporate Signature is measured from the left-hand edge of the letter “d” to the right-hand edge of the letter “a” in the Wordmark. The recommended minumum size for reproducing the Corporate signature is 18mm.
18mm
1.3 Endorsement Line
X
10mm
X
X
skinlounge
X
X
Minimum Size The size of our endorsement line is measured from the left-hand edge of the letter “s” to the right-hand edge of the letter “e” in the endorsement liner. The recommended minumum size for reproducing the Corporate signature is 30mm.
skinlounge
30mm
1.3 Endorsement Line
X
10mm
X
X
beau t y
X
X
Minimum Size The size of our endorsement line is measured from the left-hand edge of the letter “b” to the right-hand edge of the letter “y” in the endorsement liner. The recommended minumum size for reproducing the Corporate signature is 30mm.
beau t y
30mm
1.3 Endorsement Line
X
10mm
X
X
nai lounge
X
X
Minimum Size The size of our endorsement line is measured from the left-hand edge of the letter “n” to the right-hand edge of the letter “e” in the endorsement liner. The recommended minumum size for reproducing the Corporate signature is 30mm.
nai lounge
30mm
1.4 Colour Variations (Full Colour Corporate Signature)
Full colour Signature on white background (Pantone preferred)
Full colour Signature on black background
Full colour Signature on grey (70% black) background
Full Colour Corporate Signature The use of Gold, Pantone DS 11-5C constitute the full colour expression of Damara Corporate Signature Whenever possible, it is preferred that the full colour Corporate Signature appears on either a white or black background to reinforce the attributes of the Damara identity.
The full colour Damara Signature should be used in all highresolution colour-based media, such as advertising and literature. On occasion when it is not possible to use full colour, use one of the approved options illustrated in the following pages. No other colour combination should be used.
1.4 Colour Variations (Full Colour Corporate Signature)
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Full colour Signature on white background (Pantone preferred)
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Full colour Signature with endorsement line in white on black background
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Full colour Signature with endorsement line in white on grey (70% black) background
Full Colour Corporate Signature The use of Gold, Pantone DS 11-5C constitute the full colour expression of Damara Corporate Signature Whenever possible, it is preferred that the full colour Corporate Signature appears on either a white or black background to reinforce the attributes of the Damara identity.
The full colour Damara Signature should be used in all highresolution colour-based media, such as advertising and literature. On occasion when it is not possible to use full colour, use one of the approved options illustrated in the following pages. No other colour combination should be used.
1.5 Colour Variations (One Colour Corporate Signature)
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Black Signature on white background
Gold Signature (Pantone DS 11-5C) on white background
Silver Signature (Pantone DS 11-9C) on white background
One Colour Corporate Signature This version of the Corporate Signature may be applied when a single colour expression takes full advantage of that particular medium or when printing/cost constaints prevail. For single colour Signature, the priority of application is either black, gold or silver. No other colour combinations should be used.
1.6 Colour Variations (One Colour Reverse White Signature)
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Reverse White Signature The Reverse White Corporate Signature can be applied when the background interferes with the dynamism of the Damara Signature or when printing / cost constraints prevail.
1.7 Incorrect Use
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Do not alter the position of any elements of the Signature
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Do not recreate the Signature using another typeface
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Do not distort the Signature in any way
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skinlounge Do not use a size relation other than that provided in this guide
ski
nlo
ung
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Do not use a drop shadow under the Signature
Do not reduce the Signature to a size smaller than the specific minimum size
e
Do not slant the Signature at an angle
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Do not outline the Signature
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Do not outline the Signature
Incorrect Usage Our Corporate Signature is a valuable asset and its integrity should never be compromised. It is important that we use our Corporate Signature consistently. Do not alter, manipulate or position the Corporate Signature on non-specific or inappropriate background.
1.7 Incorrect Use
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Do not fill the Signature with images
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Do not overlay the Signature on a photographic background
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Do not change the colours of the Signature
Do not use a low resolution reproduction of the Signature
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Do not use colours that are not specified for the Signature
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Do not crop the Signature
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Do not place the Signature on a patterned background
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Do not place the full colour Signature on a background that will render any part of the Signature to be unclear
Do not incorporate the Signature into a body copy or sentence
Incorrect Usage Our Corporate Signature is a valuable asset and its integrity should never be compromised. It is important that we use our Corporate Signature consistently. Do not alter, manipulate or position the Corporate Signature on non-specific or inappropriate background.