corporate identity manual - waco internationalwacointernational.co.za/logos/downloads/img/j000485...

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Corporate Identity ManualVersion 5, July 2019

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Our Company – Our Brand

The SGB-Cape logo is the symbol of our company and all that we stand for. It must be depicted precisely and consistently.

The logo execution, the colours and the typefaces have been selected to work together as our corporate identity (CI).

This manual provides a comprehensive guide for the correct use of our CI.

We are an operating division of Waco International, a highly respected global commercial and industrial service business.

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Waco International is the controlling entity of the global business.

Waco International Brand Architecture

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Waco International currently has a portfolio of eleven businesses operating under three geographically located companies.

The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International. Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions).


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Waco International currently has a portfolio of eleven businesses operating under three geographically located companies.

The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International. Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions).

The primary value of Waco International lies within the subsidiaries and their established and respected brands.Each subsidiary business is unique, offering an array of specialist products and services for a defined segment of the equipment rental and industrial services markets. (Primary offer)

By communicating its alignment with Waco International, each subsidiary is able to leverage the competitive advantage of scale, financial backing, innovation and global expertise. (Secondary offer)

Construction Equipment


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Waco International is a global group operating on 3 continents, in 16 countries, at over 100 locations. It is important to continually reinforce that the operating brands are part of a much bigger operation.

This alignment helps the operating brands punch above their weight; associating them with the financial backing, innovation and global expertise of the Group.

Secondly, the profile and size of Waco International is raised with every potential customer, investor, employee and stakeholder through every alignment opportunity.

Two communication elements are used to achieve this and the application of these is covered in the next pages.

The Waco Endorsement

The Waco FootprintDigital Print

Africa

Africa

Africa

Africa

Africa

New Zealand

New Zealand

AustraliaAustraliaUK

Defining the Relationship Between Waco International and the Operating Brands

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This element is a brand building property for the Waco International Group. It communicates scale, shared values and teamwork.

It may be updated periodically in order to remain relevant in a changing market.

It should appear on marketing collateral such as advertising, stationery and digital elements.

The endorsement must always appear in full colour against white, or white only against the Waco International blue, grey or any of the operating brand’s primary colours. It should be positioned in the bottom quarter of the design on either the left or right and must accommodate the minimum exclusion area. This exclusion area is equal to the height and width of the globe.

Logo Relationship

The “We are Waco” logo size must always be a minimum of 40% and a maximum of 60% of the brand logo size.

Exclusion Area

The Waco Endorsement

Name SurnameJob Title (Qualification)

Cell 081 234 5678 / Email [email protected] are

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To visualise the extent of Waco International, a global map is used. The logos of all international brands must be shown.

The positioning of the group reinforces Waco International’s standing as a global player and every subsidiary should use the same message to communicate the Group’s positioning. This copy can be used in either 1st or 3rd person.

[Headline]

We are Waco International

[Body Copy]

[Insert Operating Brand] is part of Waco International, a focused equipment rental and industrial services business with operations in Africa (South Africa and other sub-Saharan African countries), Australasia (Australia and New Zealand) and the United Kingdom.

The Group provides services in the areas of formwork, shoring and scaffolding, insulation, painting and blasting, hydraulics and suspended access platforms, relocatable modular buildings, portable sanitation products and integrated hygiene services.

The Waco Footprint

Digital Print

Africa

Africa

Africa

Africa

Africa

New Zealand

New Zealand

AustraliaAustraliaUK

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Section 1 01 The SGB-Cape Brand Logo

02 Logo Exclusion Area

03 Incorrect Use of the Brand Logo

04 Application of the Logo in Black and White

05 Colour Palette

06 Corporate Typefaces

07 Using the SGB-Cape Logo in External Brand Partnerships

Section 209 Applying the Brand Identity

10 Application of the Logo When Used With the Holding Device

11 Application of the Holding Device

12 Application of the Holding Device on Various Backgrounds

13 Application of the Holding Device - Exception

14 Letterhead

15 Business Cards

16 Email Signature

17 Powerpoint Template

18 Signage

23 Vehicle Branding

38 Branded Clothing

39 Uniforms - Overalls

40 Event Branding

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Brand ElementsSection 1

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Brand Logo

The SGB-Cape brand logo is a visual statement of our vision, values, strength and integrity. By following this guide, you help define SGB-Cape for our customers, partners, and employees. Equally important, you help them recognise, differentiate, and remember the SGB-Cape brand.

It is an extremely valuable asset and this corporate identity guide (CI) has been produced to help people who use the brand to understand how it must be correctly, and consistently applied. It offers a framework for making and evaluating creative decisions.

If you have questions about how to use any brand elements, or need additional information contact The Red Quarter on [email protected]

Proportions

The logo must strictly adhere to the following proportions:Height = 1.000Width = 2.398

You can download the logo in a variety of formats fromhttp://www.wacointernational.co.za/logos/downloads/sgbcape.html

mailto:gina%40theredquarter.co.za?subject=SGB-Cape%20CI%20Query

http://www.wacointernational.co.za/logos/downloads/sgbcape.html

http://www.wacointernational.co.za/logos/downloads/sgbcape.html

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Logo Exclusion Area

An exclusion area is the amount of clear space that must always be around the logo. This ensures that the logo always stands alone. No objects must intrude into this space.

This space is equal the height of the block surrounding the “SGB” lettering, as depicted on the right.

X

X

X X

X

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Old logo and use of corporate signature

Incorrect Use of the Brand Logo

XIncorrect proportions

Incorrect use of colour Do not rotate, invert, spin, angle or pivot the logo

Logo has been distorted - squashed / stretched

Do not add any other graphic elements (ie shadows)

Be aware of lost logo elements and ensure that it always appears in full

X

X

X

X

X

X

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Wherever possible the full colour execution of the brand logo is to be used. In cases where colour is limited, the black and white logos may be used.

The single colour application of the SGB-Cape logo is the same when used against black or white.

This application will be used for embossing.

Black on white

White on black

Application of the Logo in Black and White

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The corporate colours are taken from the internationally used Pantone® colour matching system for lithographic printing inks and these must always be used as the standard. In the four colour printing process (CMYK), it is not possible to achieve an exact match to the Pantone® inks. The CMYK colour swatches shown are the closest possible match achievable.

We recommend that the coated Pantone reference be used when printing special / spot colours. Coated and uncoated paper stocks will also give varied colour results, therefore we recommend the coated Pantone reference when printing on coated and uncoated paper stocks. Please note that the 4 Process colour / CMYK breakdown will also vary when printed on coated and uncoated paper stocks.

In digital media, the standards for RGB (PC usage) and web-safe (Hexadecimal) colours shown on this page must be followed.

Colour Palette

Secondary Colours

Primary Colours

BlackC30 M0 Y0 K100 R0 G0 B0 Hex #000000

OrangePantone 021C C0 M70 Y100 K0 R243 G112 B33 Hex #F37021

Dark GreyC0 M0 Y0 K70 R109 G110 B113Hex # 6D6E71

Light GreyC0 M0 Y0 K30R188 G190 B192Hex # C3C8C8

WhiteC0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF

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In addition to the consistent application of visual elements, the CI requires the consistent use of typefaces (also known as fonts).

Typography creates an important visual distinction and allows us to be recognised at a glance.

SGB-Cape has chosen Helvetica Neue as its primary external typeface to be used when professional design studios are commissioned.

Due to its universal appeal and ease of use across all platforms, all typographic details relating to stationery, signage, promotional and advertising must utilise this font (please see relevant sections of this manual for specifics).

Corporate Typefaces

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Condensed BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Condensed BlackABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

The Microsoft typeface shown (Arial) is available as a system font on all computers and should be used for all word processor generated documents as well as in the production of all PowerPoint® presentations.

The Arial range of typefaces should also be used on Internet and Intranet pages. These typefaces are available in a variety of weights providing flexibility for all print and online communications.

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Should SGB-Cape become involved in a joint venture such as an event, sponsorship or alliance, we must always strive to be the dominant party. The co-branding of such ventures will generally be subject to mutual agreement.

Ideally, the SGB-Cape logo should be dominant with other logos not exceeding 60% of the area of the SGB-Cape logo.

In co-branding scenarios where SGB-Cape will not be the dominant partner (eg. the Comrades Marathon) the SGB-Cape logo should be no less than 60% of the area of the largest aspect of the partnering logo.

Endorsed branding where SGB-Cape is the main sponsor

Endorsed branding where SGB-Cape is not the main sponsor

The SGB-Cape logo should be dominant with other logos not exceeding 60% of the area of the SGB-Cape logo.

The SGB-Cape logo should be no less than 60% of the area of the largest aspect of the partnering logo.

Using the SGB-Cape Logo in External Brand Partnerships

Equal partner sponsorship

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Application of the Brand IdentitySection 2

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Introduction and General GuidelinesThis section of the manual details how the corporate identity guidelines are put into practice through the main visual elements of the company. It is designed to help us present a strong, consistent visual image to the various stakeholders that we interact with. The ultimate success of the correct execution of our corporate identity rests with you, so please study the standards carefully and apply them rigorously. Whenever we use our brand logo and elements of our corporate identity, we must ensure that we, and the suppliers we select, do not allow our logo to be misused or distorted. Each of us is tasked with this responsibility.

Applying the Brand Identity

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The colour brand logo must always be depicted against a white background. In circumstances where the brand logo needs to be depicted against any of the other primary or secondary palette colours, a graphic holding device will we used.

This holding device can also be used against a white background to emphasise the logo.

This device is not part of the brand logo and may change in the future.

Application of the Logo When Used With the Holding Device

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y y

x x2

Establishing the unit x

Establishing the unit y

y y

x

x2 x2 x2 xx

Application of the Holding Device

20o =x

yy

x

The slant

The logo must always have an exclusion area within which the logo stands alone.

To maximise the logo size within the holding device the exclusion space is defined by ‘X’. ‘X’ is the widthof the chevron in the ‘SGB’ part of the logo.

The space between the chevrons is defined by ‘Y’. ‘Y’ is the space between the chevrons in the ‘SGB’part of the logo. The Chevron on the right is a minimum of 2X, but can extend to bleed offf the page.

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Application of the Holding Device on Various Backgrounds

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x

Application of the Holding Device - Exception

Correct Application

Incorrect Application

There may be the requirement to place the brand logo on an orange background as this is one of our primary distinguishing colours.

In this scenario the holding device must be white with the standard exclusion space around the brand logo.

This exception can only be used when the background colour is orange, or when specified in this manual.

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Letterhead

All external and formal communication is to be made on the company’s corporate letterhead. Only use the letterhead template that has been created in Microsoft Word.

LayoutFont: Arial upper and lowercaseFont colour: BlackFont Size:Headings: 12/13 ptBody copy: 9/10 ptAlignment: Text to be aligned with single line spacing.

Footer CopyFont colour: 70% blackHead Office: Arial, bold, 7.5 ptAddress details: Arial, 7.5 ptA Division of Waco Africa (Pty) Limited: Arial, bold, 5 ptVat No. and Reg No.: Arial, 5 ptCompany / Divisional Directors: Arial, 6 pt

Specifications for pre-printed letterheadsCertain departments may require printed letterheads which must meet thespecifications below.Size: 297mm x 210mmPaper layout: PortraitPaper stock: 115gsm cartridgeColours: Orange Pantone 021C, Black Pantone C, Grey Pantone 424C

Directors: SJM Goodburn (Chairman), GM Slabbert (CFO), SP Burnett, ND Khoele, PD Ngcobo, N Tshongweni, B Tlhabanelo, MR Towler (Company Secretary)Divisional Directors: SF Gee, J Falconer, GP Gray, LP Naude, JJN Visagie SGB-Cape - a Division of Waco Africa Pty Ltd (member of the Waco International Group of Companies Registration No. 2012/000665/07 VAT No. 4390260539

We areA Proud Level 2 BBBEE

Company51.81% Black Ownership

Head Office / 181 Barbara Road (Cnr. Tunney Road), Elandsfontein / Tel. +27 11 842 4000 / Fax. +27 11 842 4280 / PO Box 669 Isando, 1600, South Africa

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All business cards must be consistent and should not deviate from the CI.

Font: Helvetica NeueCard size: 90mm x 50mmPaper: Magno Satin, 350gsm

ColoursOrange: Pantone 021CBlack: C30 M0 Y0 K100Dark Grey: C0 M0 Y0 K70

We are Waco EndorsementGrey: C0 M0 Y0 K60Blue: C100 M94 Y24 K22

Font SpecificsFront of cardCard holder name: Condensed Bold, 9.5pt, dark greyCard holder position: Regular, 7pt, black*Qualification: Italic, 7pt, blackCell / Email: Bold, 7ptCell / Email Details: Regular, 7pt, black* where required

Back of cardWebsite: Bold, 7.5pt, whiteServices: Condensed Bold, 11pt, whiteA Division of Waco: Bold, 5pt, whiteVat No. & Reg No: Bold, 5pt, whiteAddress details: Regular, 7.5pt, white

Business Cards

Name SurnameJob Title (Qualification)

Cell 081 234 5678 / Email [email protected] are

www.sgbcape.co.za

181 Barbara Road, Elandsfontein

PO Box 669, Isando, 1600, South Africa

Tel: +27 11 842 4000 Fax: +27 11 842 4280

A division of Waco Africa (Pty) Limited. Reg No. 2012/000665/07

Scaffolding / Insulation / Painting

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All email signatures must be consistent and should not deviate from the CI.

Font: ArialSize: 250 x 250 pixels

ColoursOrange: R243 G112 B33Grey: R109 G110 B113Black: R0 G0 B0

Font SpecificsName: Bold, 12/10pt, greyPosition: Regular, 10/9pt, blackQualifications*: Italic, 10/9pt, blackEmail / Website: Bold, 12/10pt, orange Contact details: Regular, 12/10pt, black BBBEE Notice: Bold, 10/9pt, orange* where required

Email Signature

John Smith Job TitleQualifications

[email protected]

+27 [11] 234 5678 / +27 [0] 82 345 6789

We areScaffolding / Insulation / PaintingA Proud Level 2 BBBEE Company (51.82% Black Ownership)

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PowerPoint Template

We are

Thank You

www.sgbcape.co.za Scaffolding / Insulation / Painting

We are

Click to edit Master Content TitleClick to edit Master subtitle style

- Second level

• Third level - Fourth level >> Fifth level

We are

Click to edit Master Content TitleClick to edit Master subtitle style

- Second level

• Third level - Fourth level >> Fifth level

We are

Presentation TitlePresentation Date


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Facility Signage

The purpose of external signage is to identify, and consistently brand, SGB-Cape offices and yards nationwide. Clear branding is more important than the street address and phone numbers. The signageis designed in two formats;

Building and Wall BrandingBuildings and walls provide us with the opportunity to leverage our primary orange colour. This is achieved by making use of the holding device. The proportions of the holding device are to be strictly adhered to as defined on page 10.

Signboard BrandingAll entrance and approach signage should display the SGB-Cape logo. The proportion of 2:3 must be maintained in all applications.


www.sgbcape.co.za+27 11 842 4000

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Site Offices

SCAFFOLDING / INSULA TION / PAINTING

We are

www.sgbcape.co.za

+27 11 842 4000

We are We are We are

Scaffolding / Insulation / Paintin g

We arewww.sgbcape.co.za

+27 11 842 4000

White 12m front White 3m side

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Scaffolding Signage

Scaffolding provides us with a highly visible advertising opportunity.

Given the scale (and often the height) of access scaffolding the signage design is simplistic and highly readable.

Scaffolding signage can be made from PVC or flat board such as Chromadek.


www.sgbcape.co.za

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Safety Signage

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Specific PPE requirements in the operational area

Site Signage

SGB-Cape reserves the right of admission to these premises.Visitors please report to reception.

NO UNAUTHORISED ENTRYWe are

Emergency Contact NumbersName (Position) Cell 081 234 5678 | Name (Position) Cell 081 234 5678

ISO 9001 Certified

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Vehicle Branding Isuzu KB 250 D-Teq Fleetside 4X2 – Single Cab

Vehicle Branding Font: Helvetica Neue Bold

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Vehicle Branding Isuzu KB 250 D-Teq LE 4X2 – Double Cab


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Vehicle Branding Isuzu NPR 400 Drop Sides


All branding on truck drop sides should not exceed 400mm

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Vehicle Branding Isuzu NPR 400 Crew Cab 4 Door


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Vehicle Branding Isuzu NQR 500 People Carrier


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Vehicle Branding Isuzu NGR 500 Drop Sides


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Vehicle Branding Isuzu FTR 850


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Vehicle Branding Isuzu FVR 900 Bus


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Vehicle Branding Isuzu FVZ 1400


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Vehicle Branding HINO 700 Truck Tracktor


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Vehicle Branding Toyota Hilux 2.4 GD-6 RB SRX MT – Single


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Vehicle Branding Toyota Hilux 2.4 GD-6 RB SRX MT – Double Cab


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Vehicle Branding Toyota Quantum 2.5D GL Bus 10S


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Vehicle Branding Toyota Quantum 2.5D GL Bus 14S


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Vehicle Branding Nissan NP200 1.5DCi Base A/C + Safety


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Branded Clothing

For orange (or other) coloured clothing, select a “colour on colour” embroidery of the single colour logo application.

The full colour logo should only be used for white clothing.

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Uniforms - Overalls

Regular Back Acid Resistant Flame Proof

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We

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We are

www.sgbcape.co.zaScaffolding / Insulation / Painting

Event Branding

corporate identity manual - waco internationalwacointernational.co.za/logos/downloads/img/j000485...

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