buy zimbabwe brand manual final

8/3/2019 Buy Zimbabwe Brand Manual Final

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Brand Guidelines and Visual Expressions

Brand CharacteristicsT h e B u y Z i m b a b w e b r a n d

encompasses a variety of dimensions.

These characteristics are reflected in

the signature of the organization,

which includes the geometric art

depicting the most important aspects

and the fundamental purposes of Buy

Z i m b a b w e . T h e s e r e p r e s e n t

competitiveness and awareness.

Brand personalityThe Buy Zimbabwe insignia is friendly,

proud, warm and inviting and all this is

depicted in its form and colour. It has a

lively and welcoming personality and is

simple to understand.

Brand ToneThe insignia captures the identifying

colours of Buy Zimbabwe and together

with the icon, comprises the tone of

the organization. The medallion brings

in status; the Chevron brings in rich

history; the fish eagle highlights pride

and the colours highlight diversity.


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The Buy Zimbabwe insignia is the most visible and recognizable symbol of Buy Zimbabwe and on qualifying local products. It is

ynonymous with quality, local content, fair labour practices and environmental awareness.

There is one version of the Buy Zimbabwe insignia.

2.0: Insignia

The signature is the chief brand mark representing Buy Zimbabwe and its partners. This version shall be used at all times.

The Buy Zimbabwe insignia colours are a distinctive array of black, yellow, red, green and gold and will establish the brand in the

marketplace. These become our colours, our unique look, and our identity. Colours play a critical role in the branding process

and these colours represent the characteristics of Buy ZimbabweTogether with the medallion, they create a remarkable icon that

fortifies the brand equity and builds awareness about the brand.

The Buy Zimbabwe Seal

Key Features

?The Buy Zimbabwe Medallion

?The Gold Beaked Fish Eagle

?The multi-coloured ribbon

?

The Chevron

The Buy Zimbabwe Medallion

The Buy Zimbabwe medallion is the highest honour given to any local product, awarded fro

upholding high standards of quality, using local raw materials, upholding fair labour practices

and upholding environmental awareness. It is given to a deserving local product that

distinguishes itself in the marketplace by providing unparalled service to the consumer.

The Gold Beaked Fish Eagle

The proud fish eagle represents not allowing the illusion of limitation to ground us in all ourendeavors. Zimbabwean brands are coming from a background of a harsh economic environment but we acknowledge that there

are some that have stood the taste of time and continue to excel both on the local and global market and have become the flagship

of Zimbabwean brands. The gold beak on the fish eagle encourages Zimbabweans to put their money were their mouth is... The

beak is a call to action.

The fish eagle, which is a skilled hunter, teaches us to go about gaining our needs in ways that are most efficient. The lesson is to

work smarter, not harder.

The Multi-Coloured Ribbon

The ribbon has been widely used globally as a symbol for awareness with different colours used to represent a particular campaign.

The multi-coloured ribbon on the Buy Zimbabwe seal represents Buy Zimbabwes efforts to raise awareness and the profile of the

process of buying local and the wide range of quality local products and services that are available in Zimbabwe. The multiple

colours on the ribbon are adopted from the Zimbabwe national flag which is a symbol of pride, wealth, natural resources, harmony

and the diversity of culture that lies in the country.

The Chevron

The engraved chevron is a distinguishing mark that signifies status/merit and protection in many world cultures. The chevron is also

a strong symbol of Zimbabwean architecture elaborately incorporated into the designs of the walls of Great Zimbabwes Great

Enclosure. These walls protected some 18 000 people in its heyday in 15th century AD. For modern Zimbabwe, the chevron has

become a symbol of heritage, culture and vision.


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The Buy Zimbabwe insignia colours are a distinctive array of black, yellow, red, green and gold and will establish the brand in the

marketplace. These become our colours, our unique look, and our identity. Colours play a critical role in the branding process

and these colours represent the characteristics of Buy Zimbabwe.

Together with the medallion, they create a remarkable icon that fortifies the brand equity and builds awareness about the brand.

Guidelines on use

Proper application of the Buy Zimbabwe Insignia establishes a consistent look and protects brand integrity.

The insignia must be incorporated into all publications. The signature and its parts must never be distorted, altered, redrawn or

modified in any way.

?The signature should always be surrounded by enough white space that it stands sufficiently apart from other items on the

page.

?If the organization name is listed, it should be spelled out as Buy Zimbabwe.

For accurate standards and colour representation, refer to the current edition of the colour formula Guide.

Colour Palette

Proper application of the Buy Zimbabwe insignia establishes a consistent look for materials and protects brand integrity. While

colour matching systems vary depending on the method used to reproduce printed image, colour reproduction should match

these colours as closely as possible.

Clear space

When utilizing the insignia, it is required that a proof be provided to Buy Zimbabwe for approval prior to reproducing the

insignia on any materials.

3.0: Colour

C - 0; M - 0; Y - 0; K - 100

R - 31; G - 26; B - 23

Black

R - 218; G - 37; B - 29

C - 0; M - 100; Y - 100; K - 0

Red

R - 252; G - 219; B - 0

C - 0; M - 10; Y - 100; K - 0

Yellow

R - 0; G - 161; B - 58 R - 208; G - 203; B - 82

C - 80; M - 0; Y - 100; K - 0

Green

C - 13; M - 11; Y - 80; K - 0

Gold


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For maximum visual impact, and to protect brand integrity, a

clear space surrounds the signature. No other image or text

should appear in this area. The dotted line around the

signature indicates the clear space. The clear space unit of

measurement is determined by the size of the icon circles.

Minimum Size

The signature should never be smaller than 20mm

Proportion

To maintain the correct proportion when scaling artwork in

any document, hold the Shift key and simultaneously pull

one of the corners. Always maintain correct proportion.

Correct use

The following examples illustrate unacceptable applications

of the Buy Zimbabwe insignia.

Do not outline

Do not change colour

Do not add any graphic elements

Do not skew or stretch

Do not rotate

Do not use any part of the insignia to create a new logo

4.0: Guidelines

20mm

Proudly Zimbabwean


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Backgrounds

The Buy Zimbabwe insignia is best used on white backgrounds. To maintain the visibility of all the colours on the insignia if using on

coloured backgrounds place on a white background that traces the outter shape of the insignia as in the examples given below.

4.1: Guidelines

the Background


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Written Communications

Proper use of the Buy Zimbabwe name helps protect the

organizations legal rights, as well as our brand identity.

Name in written form

When using the Buy Zimbabwe Campaign name in the body

copy of written communications, always write out the name

with a capital B, Z, and keep all other letters lowercase.

Email Signature

A consistent, organization-wide email signature further

supports our brand identity by presenting a unified andconsistent image. As represented in the example, email

ignatures are treated as a sign-off and allow for more graphic,

tylized treatment of the Buy Zimbabwe name. Do not use

graphic logos, icons, colors, scripted fonts, animation,

backgrounds or phrases in your email signature.

4.2: Guidelines

Buy Zimbabwe - Save A Job

Going Beyond Words

Robert Garai Muganda

Media and Communications Executive

Buy Zimbabwe Campaign

46 Lawson Avenue

Milton Park

Hararecell: 0772 714 233

website: www.buyzimbabwe.org.zw

Buy Zimbabwe is a competitiveness driver that seeks to promotethe increased production and consumption of local goods andservices.

Buy Zimb


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Typography

The Buy Zimbabwe Campaign brand expression features the Calibri and Arial font families as the official organization fonts.

Typography is a core building block of a brand identity system, and these selections create a distinctive brand look. Both fonts were

selected for their unique characteristics, legibility and range of weights and widths, as well as their ability to complement the

organizations signature.

Fonts

The Calibri and Arial font families offer the flexibility to choose the appropriate font weight and size to support layout construction

n marketing materials. The following fonts are recommended for use:

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklomnopqrstuvwxyz 1234567890

Calibri (Normal)

Calibri (Normal-Itallic)

Calibri (Normal - Bold)

Calibri (Bold-Itallic)

ABCDEFGHIJKLOMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Arial (Normal)

Arial (Normal-Itallic)Arial (Bold)Arial (Bold-Itallic)

Arial Black

Usage

Utilizing these fonts properly in headers, subheaders and body copy is an important part of proper organization-wide

ypography.

Calibri

Arial

5.0: Typography

Examples of Use

MNOPQRSTULOR AMET, CONUM VER AMCON EA FEUGUE

TATE

SIM ING EX ER AUT PRAESTI ONSENT INIBH ET VELITAM IPSUMSA NDIPISI TE DEL IPIS

Ad dolore facilla feu facilit utatet nim in hendreet alit nit acilismolor

summy non henit ad dolorperci ea fa ciliquisis nullan eummolorem

dipit utat dolesse volo

HEADLINE

CALIBRI BOLD

SUB - HEADLINE

ARIAL NORMAL

Body Copy

Calibri Normal


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Co-Branding and Sponsorship

The Buy Zimbabwe insignia will from time to time be used in conjunction with the logos of its partners and various cooperating

nstitutions.

Co-branding and sponsorship

together with presented by

identifier line

CO-BRANDING SPONSORSHIPS

Buy Zimbabwe often secures event sponsors or becomes involved in co-branding opportunities with partners that deliver a

particular product or service. When co-branding relationships are balanced and both brands have similar marketplace equity, the

partner logo or insignia share equal stature with Buy Zimbabwe and visually appears the same size. In general, the Buy Zimbabwe

nsignia always comes first and is separated from the partner logo based on guidelines below. Sponsorships are evaluated on

aindividual basis and care should be taken to protect the signature and to follow all recommended guidelines. Guidelines on the

proper usage of the co-sponsors should be provided and closely followed.

When using several different sponsor logos, it s best to use them on a white background for added consistency. Also keep adequate

spacing between all logos.

Buy Zimbabwe - Save A Job

Going Beyond Words

5.1: Co-Branding and Sponsorship


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Templates

Templates have been created to facilitate a cohesive brand across all touch points. However, advertising and collateral templates

are provided as a starting point. These items can be customized depending on content or current promotion. When customizing,

please observe the rules outlined in these guidelines.

Stationery suite

Business Cards

Letter head

T-Shirts

Attire and Promotional goods

Utilizing clothing and promotional items to further brand awareness among the Buy Zimbabwe stakeholders is important in

building recognition and brand loyalty.

Proper uses of the Buy Zimbabwe Insignia

The selection of products for the usage of t-shirts, jackets, pens, books, etc, should all use this simple methodology. Any of The

Chambers family of logos can appear on a white t-shirt, coffee mug, pen, etc. with the insignia in full-color.

n the instance that any promotional products are chosen in color, they should be selected as close to Buy Zimbabwes color

palette as possible.

5.1: Templates

buy zimbabwe brand manual final

Documents