contents · corporate identity and branding (continued) policy 4.8 vehicles the dna manual...

Afrimat DNA manual 6th edition | October 2018

Contents

Promotional products

Promotional products 51

6

Stationery

Stationery – corporate letterhead (A4) 11Business card 12Compliment slips 13Email signature 14

2

PowerPoint

Template theme 16Corporate 17

Introduction page 17Text slide 18

Human resources 19Introduction page 19Text slide 20

Marketing 21Introduction page 21Text slide 22

Operations 23Introduction page 23Text slide 24

3Signage

Entrances at operations 26

Small/medium sized operations 26

Large operations 28

Block signage 26

Banners/fl ags – entrance at operations 31

Building signage 32

Building signage – alternative usage 33

Reception/visitors parking 34

Health and safety, codes of practice, company policies and general signage 35

Site offi ce/containers 36

Large structures 37

4Branding

Vehicle branding 39

LDVs and motor vehicles 39

Dump trucks 40

Tipper trucks 41

Readymix trucks 42

Front-end loader 43

Excavators 44

Example of clothing branding 45

Shirts 45

Golf shirts 46

Overalls and caps 47

Jackets 48

Safety clothing 49

5The Logo

The logo as a composite 3Corporate colour reference 4Clear space and minimum size 5Identity typeface 6Logo usage 7

Colour variation 7Background control 8Logo misuse 9

1

Afrimat Limited is a leading black empowered open pit mining company

providing industrial minerals and construction materials. Listed in the

“Construction & Building Materials” sector of the Main Board JSE Limited.Corporate identity and branding policyCorporate DNA manual introduction 1

Corporate identity and branding

Policy

1. INTRODUCTION AND BACKGROUND

Our corporate identity, which is our name and logo, is

illustrated through many mediums such as our general signage,

advertising, stationery; clothing, sponsorship, website etc. This

identity may give a direct impression on the perceived

performance of an organisation.

It is important that marketing and communications material,

such as the items listed above, have a consistent quality and

character that accurately and honestly refl ects Afrimat.

Uniforms, signage, corporate clothing and vehicles are the

visible components that must refl ect this consistency.

Direction needs to be provided to all employees regarding the

basic requirements of corporate identity management within

Afrimat and the standards set as the Afrimat brand.

2. DEFINITIONS

Branding: The visual representation of Afrimat; which

encompasses Afrimat’s name, logo and visual appeal. The

components usually consist of a logo, one or two main colours

and two or three additional colours; one or two different fonts;

and some graphic design rules and elements.

Image: the impression clients or associates have of Afrimat’s

total personality.

Corporate identity: the visual means by which Afrimat is

recognised. It is also a means of conveying the ways in which

we carry out our values inherent in our activities.

Brand identity: indicates how Afrimat wants our inhabitants and

associates to perceive our brand.

Brand management: is the process of maintaining, improving

and upholding a brand so that our name is associated with

positive results. Besides corporate identity, brand management

involves a number of important aspects such as customer

relations and satisfaction, business processes, staff motivation

and internal communication. Brand management is built on a

marketing foundation, but focuses directly on the brand and

how that brand can remain favourable to our customers.

Brand equity: is the value of the positive sentiment that our

brand has created amongst Afrimat’s inhabitants and

associates.

3. PURPOSE

To provide guidelines for the management of Afrimat’s

corporate identity and branding; and

To maintain continuity and consistency in all applications of

the corporate identity and branding.

4. BRANDING POLICY GUIDELINES4.1 General

The custodian of the corporate image is the Marketing

Department, situated at Afrimat Head Offi ce, Cape Town.

The department must maintain a corporate identity manual,

with examples of all approved applications, which must be

available in a hard copy format from the relevant manager’s

offi ce or in an electronic format.

The department will facilitate the graphic design process of

any new applications needed.

Deviations from the corporate identity manual must fi rst be

approved by the Group Marketing Manager.

The fi nal design of such deviation will be facilitated by the

department.

4.2 Stationery

The corporate identity manual addresses the correct designs for:

letterheads;

business cards;

compliments slips;

notepads;

envelopes; and

folders.

The corporate identity manual provides for printing

specifi cations of stationery.

Standard letterheads must be available on the companies

shared documents or can be requested from the Marketing

department.

4.3 Forms for external and internal use

All forms for external and internal use must bear the current

Afrimat logo only. No departmental, divisional or other logos

are allowed as part of the Afrimat logo.

4.4 Branding/marketing material

The brand manual deals with branding guidelines of branding

material.

Corporate identity and branding (continued)

Policy

Designs, layout and messages for branding material such as

banners, exhibition stands and fl ags need to be approved by

the Group Marketing Manager.

The messages on branding material must be edited by

services approved by the Marketing Department, language

service provider and, where necessary, translated.

Events and programmes of Afrimat must be used to create

brand awareness and recognition.

To ensure that consistency is applied and events and

programmes are correctly branded on time, the following rules

must be adhered to:

Only events or programmes approved by the Group Marketing

Manager will be branded by the Marketing Department.

The Marketing Department must form part of the project

team from the start.

Branding requests must be submitted at least 21 working

days prior to an event or programme.

In instances where more than one venue has to be branded

for one event, a detailed programme and directions to the

venues must be made available to the Marketing Department.

Typical events which qualify for branding are:

Road shows

National or provincial events

Expos/indabas/information sessions

Press conferences

Departmental events

General Conferences

Launches

Branding material or items must be returned forthwith to the

Marketing Department. On the return of the material or items,

will be inspected by the Marketing Department

If the material or items referred to above are damaged, the

department or section concerned will be responsible for

repairing or replacing the damaged material or items.

4.5 Promotional material and corporate gifts

The DNA manual addresses branding guidelines of

promotional material.

The purchasing of promotional material and corporate gifts

must be done in strict consultation with the Marketing

Department. The Group Marketing Manager must give

written approval before purchases can take place.

All designs for promotional material and corporate gifts need

to be approved by the Marketing Department.

Only the approved corporate colours, typefaces and fonts

can be used.

The project manager of a department or section must

complete an application form requesting promotional

material, available from the Marketing Department. Contact

the marketing and brand coordinator at 021 917 8840.

The Group Marketing Manager must evaluate the request

and decide if it requires new material to be procured or items

to be given from existing stock.

After approval has been given, the material or items can be

collected from the Marketing Department or will be couriered

to the business unit sending the request. The representative

of the department, division or section must sign for the

material or items.

4.6 Electronic communication

For PowerPoint presentations, the prescribed templates will

be available on the companies shared documents under the

latest presentation template folder or can be obtained from

Head Offi ce Marketing Department.

The approved corporate colours and the logo must be used

for electronic newsletters and notices.

The design and content of electronic newsletters need to be

approved by the Marketing Department.

Electronic newsletters need to be edited by an approved

language service provider and, where necessary, translated.

For email signatures, the standard format should be used (as

per the DNA Manual).

Note:

The email signature must be at the bottom left.

The use of background (Outlook stationery), decorations or

any distracting elements is prohibited. No slogans,

quotations or other tag lines must be placed below the email

signature, except for Afrimat’s standard Confi dentiality notice.

4.7 Notice boards and notices

Notice boards must be kept tidy, updated and relevant.

No handwritten notices must be placed on notice boards.

Notices on notice boards must provide information, at the

bottom, who issued the notice and the contact person and

telephone number.

All notices must be put on notice boards only and not be

placed on walls, doors, windows, etc. Temporary signage

such as directions to an event is permitted.

Corporate identity and branding (continued)

Policy

4.8 Vehicles

The DNA manual addresses branding guidelines of vehicles.

The full-colour logo must appear on all fl eet vehicles.

The design of vehicle advertisements other than the

prescribed designs in the brand manual must be approved

by the Group Marketing Manager.

Any text appearing on vehicles (e.g. the name of the

department) needs to be edited by an approved language

and design service provider.

4.9 Internal and external signage

Internal signs refer to all permanent information signs that are put

up inside Afrimat buildings and that bear the logo and information.

External signs refer to all permanent information signs that are

put up outside Afrimat buildings and that bear the logo and

information.

To ensure consistent implementation, the design and

specifi cations of sign boards must be approved by the Group

Marketing Manager.

The DNA manual addresses the branding guideline of all signage.

The content of the signs needs to be edited by an approved

Language and design service provider and, where necessary,

translated.

No paper and/or handwritten signage is allowed. However,

as a temporary measure temporary signage must be

designed by the Afrimat’s approved graphic design team

taking the branding guidelines into consideration. These

must be laminated to give a more professional look.

Note:

Standard safety signs and road direction signs are excluded

from this approval process.

4.10 Interiors of and entrances to Afrimat buildings and

facilities

The Marketing Department must be consulted for guidelines

and approval of any branding planned at Afrimat buildings and

regional offi ces. Guidelines are provided for in the DNA manual

with regard to Afrimat Buildings and outlaying administrations.

Afrimat offi ces which are visual and accessible to our

customers and or visitors:

Counters must be tidy and staffed at all times. All entrances

must always be clean.

All signage must comply with the guidelines as set out in the

DNA manual.

All notices must be on notice boards and not on windows,

doors or walls. Temporary signage such as directions to an

event is an exception.

4.11 Uniforms and corporate clothing in general

The approved corporate colours and the logo as indicated in

the DNA manual must be used on all uniforms.

The approved typefaces and fonts must be used at all times.

The design and content of text on uniforms and corporate

clothing must be done in strict consultation with the

Marketing Department.

Messages on uniforms, if any, need to be edited by an

approved Language and design service provider or the

Marketing Department.

5. SUPPORTING DOCUMENTS AND GUIDELINES

Other documents and guidelines available to support this

policy include:

The Afrimat DNA manual 6th edition

6. POLICY REVIEW

This policy must be reviewed at least every year and be

amended annually or as and when amendments to legislation

and/or policies necessitate amendments to this policy.

Corporate DNA manual introduction

To all staff of Afrimat

Evolutionary changes within the Group have necessitated some guidelines as to how the

branding of Afrimat is established.

The purpose of the manual is to achieve a consistent identifi cation of the Group in regards

to signage, stationery and branding.

Its success depends on discipline and strict adherence to the standards we have adopted.

Even small variations will dilute the overall effort.

These standards are not comprehensive and will be updated whenever necessary.

Should any applications be encountered which are not covered by the accompanying

guidelines, reference should be made directly to my offi ce.

I rely on the support and cooperation of all staff members for the successful maintenance

of all the accompanying corporate identity standards.

The use of the brand in any advertising, promotional items or any form not covered by this

manual, must be approved by the

Group Marketing Manager.

Andries van Heerden

Contact details

To obtain the latest brand resources, contact Lizanne Olivier at

[email protected]

021 917 8840

page 1© Afrimat DNA manual 6th edition

The logo1

1. The logo as a composite 32. Corporate colour reference 43. Clear space and minimum size 54. Identity typeface 65. Logo usage 7

Colour variation 7Background control 8Logo misuse 9

© Afrimat DNA manual 6th edition page 31 The logo

The examples illustrated on the left shows

the fundamental elements of the Afrimat

corporate design standards application for

the holding company and all divisions.

The brand is represented by two variations

of the logo. The Afrimat primary horizontal

logo is the logo of choice. The Afrimat

vertical logo is the alternative option.

Both variations consist of a logomark

and logotype and should always be

used together, unless approved by the

Group Marketing Manager.

The brand may not be used without the

approval of the Group Marketing Manager.

See page 1 for contact details.

The logo as a composite

Afrimat primary horizontal logo

Afrimat vertical logo

10X 45X

2X

10X 7X

1X

Logomark Logotype

1X

6¼X

6¼X

1X®

Logomark

Logotype

© Afrimat DNA manual 6th edition page 41

The use of the Afrimat logo in all applications

requires the use of specifi c colour reproduction.

The group corporate colours are red and light

grey.

The red is a distinguishing colour for the

Afrimat brand and accurate reproduction is

essential for visual communication to avoid

any inconsistencies. Where Pantone colours

are unavailable, use the CMYK breakdown for

printing as indicated on the left to match

according to the colour swatches.

The logo can only be used in a black and

white format for restricted colour printing.

If any other colour matching referencing

codes are needed, please contact the

marketing and brand coordinator at

021 917 8840.

Corporate colour reference

®

1

2

3

3

3

4

5

6

®

1

2

3

4

5

6

Pantone C M Y K R G B

1 – 0 0 0 0 255 225 225

2 201 0 100 65 34 169 29 54

3 Process black 0 0 0 100 0 0 0

4 421 0 0 0 30 188 189 191

5 424 0 0 0 60 128 129 132

6 422 0 0 0 40 167 169 172

Pantone C M Y K R G B

1 – 0 0 0 0 255 225 225

2Process black

90%0 0 0 90 65 64 66

3Process black

100%0 0 0 100 0 0 0

4Process black

30%0 0 0 30 188 189 191

5Process black

60%0 0 0 60 128 129 132

6Process black

40%0 0 0 40 167 169 172

Full colour logo

Greyscale

The logo

Colour swatches are available for

matching paint colours.

The logo© Afrimat DNA manual 6th edition page 5

The clear space around the Afrimat logo is

indicated on the left. A generous space should

be applied between the logo and other

elements (e.g. graphics and text) to ensure

that there is no interference with the logo.

The logo should always be reduced or

enlarged proportionally, and never be

distorted.

The minimum size of the Afrimat logo should

be equal or not smaller than indicated on the

left in ratio with the width.

The logo does not have a maximum

reproduction size and can be scaled to a

variety of sizes above the minimum size. The

Afrimat logo should always be clearly visible

and legible.

If the registered mark in the logo is not visible

when the logo is scaled down, it can be

removed with approval form the Group

Marketing Manager. See page 1 for

contact details.

1

Clear space and minimum size

® 1X

1X

1X1X

1X

Clear space

Minimum size

9mm

1X1X 1½X

1X

1X

3mm


Arial

The primary typeface for the Afrimat brand is

the easily accessible Arial sans-serif font that

can be found on most operating systems.

Helvetica

The typeface used for corporate advertising is

Helvetica. The typeface has a wide variety of

styles that can be used for newsletters, ad

campaigns, exhibition stands etc.

Calibri

The font Calibri can only be used if specifi ed.

ITC Franklin Gothic

The typeface for the logotype is ITC Franklin

Gothic, and should not be used for any visual

communication of the Afrimat brand, except if

specifi ed.

1

Identity typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()



Arial

Helvetica

Calibri

ITC Franklin Gothic (logo font)

Regular Bold Italic

Light

Regular Bold

Italic

Regular Bold Italic

Light Condensed

Condensed

Bold Condensed

Condensed Italic


1

The preferred colour variation for the Afrimat

logo is the full colour version on a white

background. Other colour variations are

available to accommodate a range of

reproduction and printing. When using the

different variations of the Afrimat logo, it’s

important to ensure optimal legibility in all

elements of the logo, especially when placed

on a colour background or texture.

The greyscale logo should only be used for

black and white restricted colour printing

production, for example: a newspaper advert.

The reversed and one colour version should

only be used when printing production is

restricted to a one colour without availability of

tint usage.

Logo usage – colour variation

® ® ®

Colour variation reversed

Colour variation

® ® ®

Full colour

(Pantone, CMYK, RGB)

Full colour

(Pantone, CMYK, RGB)

Greyscale

(White and tints of black)

Greyscale

(White and tints of black)

One colour

(100% black)

One colour

(White)


1. Full colour variation

When placing the Afrimat logo on a coloured

or textured background, care should be taken

to ensure effective contrast between

background and logo to ensure optimal

legibility. The reversed full colour version

should be used when legibility is an issue.

2. Greyscale variation

For colour restricted print production, the

greyscale variation can be used. The

background colour should have enough

contrast to ensure the logo doesn’t blend in

with the background greys.

3. Reversed one colour variation

The one colour variation should only be used if

necessary for the print production.

1

Logo usage – background control

1. Full colour variation

3. Reversed one colour variation

2. Greyscale variation


®

®

Some logo misuse examples are illustrated on

the left and should be avoided when working

on the Afrimat logo. Not every misuse example

can be illustrated but to avoid any mistakes

follow the guidelines for the Afrimat logo as

indicated in this document.

Any misused logo will be removed in order to

protect the Afrimat brand integrity.

1

Logo usage – logo misuse

Never re-arrange the elements

of the logo

Never distort the logo Never apply the logo to a

background that does not

provide suffi cient contrast

Never use a different font

for the logotype

Never re-typeset the logo

Always have the white

background for the logomark

Never add additional descriptions to the logo, unless approved by

the Group Marketing Manager

Never put a frame around

the logomark

Never recolour the logo

®

®

®

®

® ® ®

Demaneng Mine

Demaneng Mine

Stationery2

1. Stationery – corporate letterhead (A4) 112. Business card 123. Compliment slips 134. Email signature 14

2 Stationerypage 11© Afrimat DNA manual 6th edition

The Afrimat primary horizontal logo is used on

the A4 letterhead.

Size

210mm (wide) x 297mm (high) (A4)

Trading company name

Arial Bold | 8pt | 100% Black

Trading company details

Arial Regular | 8pt | 100% Black

The copy is left justifi ed and top aligned with

the logotype.

Directors’ names


The copy is centered with the page.

Slogan


Copy centered aligned with the Afrimat logo

Stationery – corporate letterhead (A4)

2

Directors: JM Kalo; TM Mzamo; NM Tsoko; HP Verreynne

Intshinga Mining (Pty) LtdRegistration no: 2006/020550/07Physical address: Tyger Valle e Park No. 2

Cnr. Willie van Schoor Avenue & Old Oak Road, Bellville 7530

Postal address: P.O. Box 5278, Tyger Valley 7536Telephone: +27 21 917 8840Fax: +27 21 914 1174Email: [email protected]: www.afrimat.co.za

CONSTRUCTION MATERIALS AND INDUSTRIAL MINERALS FOR

SOUTHERN AFRICA

Trading company details Corporate name

Registration number

Physical address

Postal address

Telephone

Fax

Email

Website

Directors’ names

Slogan

All letterheads should be sourced and

approved by the Company Secretary

and/or Marketing Department.

Stationerypage 12© Afrimat DNA manual 6th edition

2

Business card

Tel. +27 21 917 8842/0, Cell. 082 457 7873Email. [email protected], Fax. +27 21 914 1174Tyger VCnr. Willie van Schoor A

Tyger Valley 7536, South Africawww.afrimat.co.za

JOHN JONESRegional Manager (North) - AGGREGATES


the business card. Copy is left justifi ed and

centered with the card. No printing on back.

Size

90mm (wide) x 50mm (high)

Name

Arial Regular | 11pt | Afrimat red

Designation


Support function after designation can be

added, for example: head offi ce or if

applicable – the division.

Address


All business cards can be ordered from

Lizanne Olivier.


2

Compliment slips

AFRIMAT LIMITEDRegistration no: 2006/020550/07Physical address: Tyger Valley Office Park No. 2



CONSTRUCTION MATERIALS &INDUSTRIAL MINERALS FOR

SOUTHERN AFRICA

Intshinga Mining (Pty) LtdRegistration no: 2006/020550/07Physical address: Tyger Valley Office Park No. 2



CONSTRUCTION MATERIALS &INDUSTRIAL MINERALS FOR

SOUTHERN AFRICA


the compliment slip. Copy is left justifi ed and

centered with the card.

Size

210mm (wide) x 99mm (high)

Address


Division name


Slogan


Copy centered aligned with the Afrimat logo.


2

Email signature

John JonesRegional Manager (North) – AGGREGATES

Telephone: +27 21 917 8842/0Fax: +27 21 914 1174Cellphone: 082 457 7873Email: [email protected]: www.afrimat.co.za


the signature. Copy is left aligned with the

page. The only information to be included on

the email signature is indicated on the left. No

quotes, pictures, background colours/themes

or personalised email signatures are allowed.

Logo

RGB colour logo.

Size: 308px x 53px.

Resolution for logo should not be smaller than

72dpi and the fi le size not be bigger than 20kb.

Name and designation

Calibri Bold | 11pt | 100% Black

Support function after designation can be

added for example head offi ce or if applicable

the division.

Contact details

Calibri | 11pt | 100% Black

Confi dentiality notice

Arial | 8pt | 100% Black

Body email

Calibri | 11pt | 100% Black

Contact details Telephone

Fax

Cellphone

Email

Website

Name and designation

Logo

Confi dentiality notice

PowerPoint3

1. Template theme 162. Corporate 17

Introduction page 17Text slide 18

3. Human resources 19Introduction page 19Text slide 20

4. Marketing 21Introduction page 21Text slide 22

5. Operations 23Introduction page 23Text slide 24

6. SA Block 25Introduction page 25Text slide 26

7. Clinker Supplies 27Introduction page 27Text slide 28

3 PowerPointpage 16© Afrimat DNA manual 6th edition

The typeface for the PowerPoint template

is Arial.

The corporate colours are used and additional

colours (as indicated on the left) can be used

for graphics and charts.

When photographs are used, they must have

good contrast with bright, strong colour.

There are various templates available to use

for the company’s different departments.

Template theme

Corporate colours Additional colours

R G B

169 29 54

0 0 0

188 189 191

128 129 132

167 169 172

R G B

255 225 225

169 29 54

0 0 0

188 189 191

128 129 132


Arial

Regular Bold Italic

3page 16© Afrimat DNA manual 6th edition

Template can be obtained from:

Lizanne Olivier

[email protected]

PowerPointpage 17© Afrimat DNA manual 6th edition

The Afrimat vertical logo appears on the left

with a white box behind.

Heading and secondary heading left align,

upper and lower case. Heading should fi t in

the triangular shape to prevent the copy to run

over the design elements.

3

Corporate – Introduction page


PowerPoint 16:9 aspect ratio


3

Corporate – text slide

Main heading

Arial regular 28 pt

Heading

Arial bold 20 pt

Bodycopy

Arial regular 18 pt

Left aligned

Single line spacing

Spacing before 6 pt

Spacing after 3 pt

Indent copy

Arial regular 16 pt

Bullet style

Afrimat red square




3

Human resources – Introduction page










Main heading

Arial regular 28 pt

Heading

Arial bold 20 pt

Bodycopy

Arial regular 18 pt

Left aligned

Single line spacing

Spacing before 6 pt

Spacing after 3 pt

Indent copy

Arial regular 16 pt

Bullet style

Afrimat logomark

3

Human resources – text slide




3

Marketing – Introduction page










3

Marketing – text slide

Main heading

Arial regular 28 pt

Heading

Arial bold 20 pt

Bodycopy

Arial regular 18 pt

Left aligned

Single line spacing

Spacing before 6 pt

Spacing after 3 pt

Indent copy

Arial regular 16 pt

Bullet style

Afrimat logomark




3

Operations – Introduction page








Commodities

Concrete Based Products

Aggregates Industrial minerals

Contracting International



3

Operations – text slide

Main heading

Arial regular 28 pt

Heading

Arial bold 20 pt

Bodycopy

Arial regular 18 pt

Left aligned

Single line spacing

Spacing before 6 pt

Spacing after 3 pt

Indent copy

Arial regular 16 pt

Bullet style

Afrimat red square



Signage4

1. Entrances at operations 30

Small/medium sized operations 30

Large operations 32

Block signage 33

2. Banners/fl ags – entrance at operations 35

3. Building signage 36

4. Building signage – alternative usage 37

5. Reception/visitor’s parking 38

6.Health and safety, codes of practice, company policies and general signage 39

7. Site offi ce/containers 40

8. Large structures 41

Signagepage 26© Afrimat DNA manual 6th edition

4

Entrance to quarries or operations

Signboards are based on a standard square

shape to represent the square logo of the

Afrimat logomark. When different sized boards

are used, dimensions should be scaled up or

down in proportion, i.e. in a square format.

The top red panel is 25% of the height. The

panel should match the Afrimat red without a

border.

The bottom panel is 75% of the height. The

panel is white without a border. The Afrimat

primary horizontal logo is centered in the top

part of the panel. All other information is

aligned at the bottom of the panel.

The poles should be galvanised steel pipe or

painted wooden poles, 100mm diameter.

Entrances at operations – small/medium sized operations

Option 1 of 5

75%

25%

Sales: 021 917 8840 Emergencies: 082 457 [email protected]: www.afrimat.co.za

Denver Quarry

Afrimat redRefer to colour swatch

to match paint

50% greyRefer to colour swatch

All printing should match the corporate

colour breakdown as indicated on page 4.

Dual branding should be discussed with



4







The top panel is 25% of the height. The panel

is white without a border. The Afrimat primary

horizontal logo is centered horizontally and

vertically with the panel.



border. All information is reversed out text left


The poles should be galvanised steel pipe or

painted wooden poles, 100mm diameter.

Entrances at operations – small/medium sized operations

Option 2 of 5

Sales: 021 917 8840 Emergencies: 082 457 [email protected]: www.afrimat.co.za

Denver Quarry 75%

25%


to match paint







4







This signage as indicated on the left consist of

a cement casted structure with panels placed

onto the structure.

The top red part of the structure is 15% of the

height. The red part should be painted to

match the Afrimat red. The bottom 85% part

of the structure is grey. The Afrimat vertical

logo is centered on a white panel that is

placed onto the red part of the structure.

The Afrimat primary horizontal logo is centered

on a white separate panel.

Another white panel is placed onto the

structure with information that is left aligned

and horizontally centered with the panel.

Entrances at operations – large operations

Option 3 of 5

85%

15%Afrimat redRefer to colour swatch to match paint






4

Entrances at operations – block signage







The top red panel is 25% of the height. The

panel should match the Afrimat red without

a border.


panel is white without a border. The Afrimat

primary horizontal logo is centered in the top

part of the panel. All other information is left

aligned and placed at the bottom of the panel.

The board is placed on a square shaped

entrance wall.

Option 4 of 5

75%

25%

Using block as entrance wall

Wall painted in Afrimat30% Grey

Afrimat redRefer to colour swatch to match paint





4 Signagepage 30© Afrimat DNA manual 6th edition

Entrances at operations – block signage







The top panel is 25% of the height. The panel

is white without a border. The Afrimat primary

horizontal logo is centered horizontally and

vertically within the panel.



border. All information is reversed out text left


The board is placed on a square shaped

entrance wall.

Option 5 of 5

75%

25%

Using block as entrance wall


Wall painted in Afrimat30% Grey





Signage4page 30© Afrimat DNA manual 6th edition


4

At the entrance to our operations two fl ag

poles may be erected, fl ag poles to a

galvanised colour. One fl ag pole is for the

South African fl ag and the 2nd for Afrimat.

The dimensions for the fl ags situated at the

entrance of our sites are 1.8m in width and

1.2m in height.

The proportions of the Afrimat primary

horizontal logo should be placed on the fl ag

as indicated on the left.

Banners/fl ags – entrance at operations

1.2m high

1.8m width

1.8m width

1.2m high 1X

1X

1X

1/2X 1/2X




4

Signage on admin structures and entrance buildings

The Afrimat primary horizontal logo are to be

centered in any format. Equal space on top

and below the logo should be measured, as

well as to the left and right of the logo as

indicated on the left.

Building signage

Centered

1X1X 1X

1X

1/2X

1/2X




4

The Afrimat logomark appears next to the

signage information. The logomark is centered

in a square shaped panel with equal spacing

on all sides.

The signage information is centered

horizontally with panel and left aligned. The

wording starts with the same spacing as with

the logomark. The height of the wording

should be applied as indicated on the left.

All panels should be white without a border.

Building signage – alternative usage

WORKSHOPS

1X 15%X15%X

15%X

15%X

15%X

15%X7.5%X

7.5%X

RECEPTION

STORESAll printing should match the corporate



4

Reception/visitor’s entrance






The top white panel is 33% of the height. The

Afrimat primary horizontal logo is centered

over the height of the panel with equal spacing

top, bottom and left.

The bottom red panel is 67% of the height.

The panel should match the Afrimat red

without a border. All other information is

reversed out on the red panel. The copy starts

with the same spacing as with the logo top

and left of the panel. The website copy left

align with the logo. Spacing should be applied

as indicated on the left.

Typestyle

Arial bold, upper and lower case

Marketing material/PR

Flags, banners, etc., to be approved and

signed off by the Group Marketing Manager.

Reception/visitor’s parking

All information here to be reversed out white lettering solid on Afrimat red.

www.afrimat.co.za

Full square Full square

33%1X

1X

½X

½X

½X

½X

67%





4

Health and safety, codes of practice, company policies and general signage

All information here to be reversed out white lettering solid on Afrimat red.

All information here to be reversedout white lettering solid on Afrimatred.

Typestyle: Arial bold, upper and lower case

Rit dolent la cor sim nullaoremquis dit niam quatum nullam,conseniam, si euis dolore tat. Lum

am iriliqu ismolutat veriustiefacillaortie modoluptat veliquam doet, sis endiat aliquis eum venisim

dolortincing esto et ipis dolore dunt augiamet, quis nonsequi tat

aci tetumsandit at vero consent am, sit eugait ipsum ing esectet praesectem vent la ad molumsan vel er sequi bla adit ut la conullam el utat acillaorero odolenit wisse tiemagna feuisis doloborem zzrit vo-lorper ipsusciduis aut landrem enis nibh et

Full square

35%

of square sign dimension

15%

of square sign dimension1X

½X

½X

½X ½X½X ½X

½X ½X

½X

½X






The top white panel is 15% of the height. On

the front panel the Afrimat primary horizontal

logo is centered over the height of the panel

with equal spacing all around. On the back

panel the Afrimat primary horizontal logo is

placed with equal spacing left and bottom of

the panel.

The bottom red panel is 75% of the height.

The panel should match the Afrimat red

without a border. All other information is

reversed out on the red panel. The copy starts

with the same spacing as with the logo top

and left of the panel. Spacing should be

applied as indicated on the left.

Typestyle

Arial bold, upper and lower case.

Front panel Back panel All printing should match the corporate




4

Site offi ce/containers

28%

28%

8%

8%

64%

64%

42%

34%

8%

8% 8%

Door panel

Side panel

A top red band is extended around the

container that is 28% of the height. The band

should be painted the Afrimat red. The bottom

part is painted grey. The contrast between the

grey and logo should be effi cient enough for

the logo to stand out.

On the side panel the Afrimat primary

horizontal logo is 42% of the width and left

aligned with equal spacing top and left.

On the front door panel the Afrimat primary

horizontal logo is 34% of the width and left

aligned with equal spacing top and left.

All spacing should be applied as indicated on

the left.




to match paint


4

Large structures, e.g. cement silos, are

painted white with a solid red band extended

around the top quarter of the structure. The

Afrimat vertical logo is positioned in the

middle of the panel below.

It is impractical to cover all possible

applications, however the following guidelines

apply: logo should be as large as possible and

should appear on the structure in a high and

prominent position, visible from all sides.

Large structures

25% Afrimat redRefer to colour swatch

to match paint



Branding5

1. Vehicle branding 43

LDV’s and motor vehicles 43

Dump trucks 44

Tipper trucks 45

Readymix trucks 46

Front-end loader 47

Excavators 48

2. Clothing branding 49

Shirts 49

Golf shirts 50

Overalls and caps 51

Jackets 52

Safety clothing 53

Brandingpage 39© Afrimat DNA manual 6th edition

5

Vehicle logoAll vehicles should be painted white as

supplied by vehicle manufacturer.

Decals of the Afrimat vertical logo appear on

both front door panels and placed horizontally

in the middle of the panel.


the back panel on the right, horizontally

centered.

Recommended logo size: 265mm wide.

Vehicle fl eet number

Decal of the number appear on the front doors

of the vehicle and placed at the bottom right.

Decal of the number appear on the back panel

and placed right, aligned with the bottom of

the Afrimat vertical decal.

Size: Height 60mm

Typeface: Arial Bold

Vehicle branding – LDVs and motor vehicles

®

®

265mm

150mm wide1X 1X

60mm

60mm


55


the door panel. Decal is centered vertically on

available fl at surface of the panel. The under

carriage and hubs are to be painted dark grey.

It is important for the logos to have the white

background to distinguish from the coloured

surface.



Decal of the number appear on the left and

right side of bonnet as indicated on the left.

Size: Black text (50mm high) on white

vinyl (75mm high)


Vehicle branding – Dump trucks

®

®

265mm

265mm

75mm

Under carriage

Leave as original equipment colour

Hubs


Afrimat horizontal logo on white vinyl

5 Brandingpage 41© Afrimat DNA manual 6th edition

All cabs of vehicles should be painted white as

supplied by truck manufacturer. The under

carriage, load box, hubs and rims are to be

painted dark grey.

Decals of the Afrimat primary horizontal logo

appear on the door panel and in front of the

vehicle under the front window Decals should

be centered vertically and horizontally on

available fl at surface of the panel.

Decal of the Afrimat vertical logo appear on

the back of the load box. The decal is

centered vertically on available fl at surface on

the right side of the panel.

Decal of the telephone number to appear in

front of the vehicle above the front window. The

decal is centered vertically and horizontally on




surface.

Recommended logo size: 330mm high (door),

120mm high (front) and 330mm high (load box).


Fleet number on left and right door.

Right front under the windscreen.

Size: Black text (90mm high) on white vinyl


Vehicle branding – Tipper trucks

Under carriage


Load box


Cab

White(as supplied by truck

manufacturer)

Hubs and rims


60mm 120mm

330mm

330mm


5

Afrimat Readymix vehicleAll cabs of vehicles should be painted white as

supplied by truck manufacturer. The under

carriage, hubs and rims are to be painted dark

grey.

Decals of the Afrimat primary vertical logo appear

on the door panel. Decals of the Afrimat

horizontal logo appear in the middle of the front

of the vehicle below windshield. Decals should

be centered vertically and horizontally on


Decal of the telephone number to appear in front

of the vehicle above the front window. The decal

is centered vertically and horizontally on available

fl at surface of the panel.

Recommended logo size: 330mm wide (door) and 120mm high (front).

Barrel shapeThe shape should be scaled and rotated to fi t the

side of the readymix barrel. Side A starts at the top

back of the barrel and the shape is extended where

side B stops at the bottom. The artwork should be

repeated on the opposite side of the barrel.

Vehicle fl eet numberFleet number bottom left and right door and right

hand side underneath the windscreen.

Size: Height 90mm, text 20mm thickTypeface: Arial Bold

Vehicle branding – Readymix trucks

½X

½X½X

4X

2X

A B

40% 10%

1X

1X

1X

1X

50%

A

A

90mm

Go to www.afrimat.co.za to download the artwork for the Afrimat readymix truck.

Barrel shape

B

B

Afrimat red and 60% greyRefer to colour swatch to match paint

Under carriage


Barrel

WhiteRefer to colour swatch

Cab

White(as supplied by truck

manufacturer)

Hubs and rims


60% greyRefer to

colour swatch

120mm

330mm

330mm


55


the door. Decal is centered horizontally and

vertically on available fl at surface of the panel.

It is important for the reversed white logo to

have the white background to distinguish from

the coloured surface.



Decal of the number appear on the left and

right side of the bonnet as indicated on the left

below the Afrimat vertical decal.


vinyl (75mm high)


Vehicle branding – Front-end loader

®

75mm

330mm


5

Vehicle branding – Excavators

®

330mm

950mm

75mm


the middle panel of the excavator’s main body.

Decal is centered vertically and horizontally

on available fl at surface of the panel.



surface.



Decal of the number appear next to the

excavators door and on the fuel tank on the

right hand side.


vinyl (75mm high)



5

All corporate clothing should be in neutral

colours for example white or grey colours.

For darker colours the reversed colour

variation should be used. The Afrimat red is

to be used as a detail rather than for the entire

garment, e.g. for the collar, cuffs, ribbing.

See minimum size usage of the Afrimat logo

on page 5.

Either the Afrimat primary horizontal logo or

Afrimat vertical logo can appear on the shirts,

depending on embroidery or printing specs. If

the logo appears on a coloured material, it

must have a white square behind it to

distinguish from the background.

As indicated on the left, the Afrimat primary

horizontal logo is top vertically centered with

the pocket.

The Afrimat vertical logo is vertically and

horizontally centered with the pocket.

Avoid check shirts.

Example of clothing branding – shirts


5








on page 5.


Afrimat vertical logo can appear on the golf

shirts, depending on embroidery or printing

specs. If the logo appears on a coloured

material, it must have a white square behind it

to distinguish from the background.

Example of clothing branding – golf shirts


5

Example of clothing branding – overalls and caps








on page 5.

Overall

The Afrimat vertical logo appear on the left

side pocket of the overall. If the garment is

printed on the back and front, the logotype

can be used in a large format on the back.

Cap

The Afrimat vertical logo appears in the front

and the Afrimat primary horizontal logo on the

back of the cap.


5

Example of clothing branding – jackets








on page 5.


Afrimat vertical logo can appear on the jacket,

depending on embroidery or printing specs.

If the logo appears on a coloured material,

it must have a white square behind it to

distinguish from the background.


5

Example of clothing branding – safety clothing








on page 5.

Safety vest

The Afrimat vertical logo is placed at the back

of a fl uorescent green vest. Any other choice

of colours is to be approved by the Group

Marketing Manager.

Hard hat

The Afrimat vertical logo is placed on the front

of a white hard hat.

Promotional products6

6 Promotional productspage 51© Afrimat DNA manual 6th edition

The examples indicated on the left are

guidelines for use of logos on promotional

product. All logo guidelines should be

followed as explained under the Logo

section on pages 3 and 5 of this document.


Car stickers (Reversible Decal)

License disc holdersBranding decals

®

www.afrimat.co.za

10%

15%

10%10%

10%

100%100%

10% 10%

100%

10%

20%

100%

100%








Lanyard Memory stick

15%

15%

100%

100%

15%

15%








Notepad

Pen

®







Pull-up banners

Artwork can be obtained from:

Lizanne Olivier

[email protected]

Trust

Accountability

Integrity

Teamwork

Respect

Safety

Customer satisfaction

valuesour

www.afrimat.co.za

Tel +27 21 917 8840 Fax +27 21 914 1174 [email protected]

® visionour

®

To be the most respected construction materials and industrial minerals supplier in Africa.

Our Vision is built on:

Well-managed operations

Responsible, honest and motivated personnel

Effective and reliable systems

Delighted stakeholders and satisfi ed customers

Healthy fi nances

Zero harm to employees, the community and environment

Innovation and fl exibility

www.afrimat.co.za

Tel +27 21 917 8840 Fax +27 21 914 1174 [email protected]

®

www.afrimat.co.zaTel +27 21 917 8840 Fax +27 21 914 1174 [email protected]

Build your investment

while we build our country

A range of products built on the foundation of quality and durability

Aggregates Concrete Based Products


CommoditiesIndustrial Minerals


u Mobile crushing and screening

u Drilling and blasting u Bid preparation and contractual services

u Mobile/on-site readymix batching

u Establishment of commercial quarries

ConsistencyIt’s what we’re

made of


®




made of®

Concrete Based Products


u Bricks u Readymix

concrete

u Blocks u Pavers



made of®

Aggregates

u Crushed aggregates

u Sand u Laterite








Pull-up banners


Lizanne Olivier

[email protected]







Outdoor branding – Gazebo

Side view Flat view

Providing the industry with quality materials

Providing the industry with quality m

aterials

Prov

idin

g th

e in

dust

ry w

ith q

ualit

y m

ater

ials




Lizanne Olivier

[email protected]







Outdoor branding – Dolphin/feather banner

60mmKidney Belt

60mmKidney Belt

850mm

3000mm

50m

m s

afe

zone

50m

m s

afe

zone

Kid

ney

bel

t


Lizanne Olivier

[email protected]







Outdoor branding – Bunting


Lizanne Olivier

[email protected]

www.afrimat.co.za

contents · corporate identity and branding (continued) policy 4.8 vehicles the dna manual...

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