discover durban brand manual

CONTENTS PAGE

COLOUR USAGE pg28TYPOGRAPHY USAGE pg32PHOTOGRAPHY pg38STATIONARY GUIDELINES pg44EXTERNAL SINAGE pg50COPORATE WEAR pg54

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OVERVIEW pg 4RATIONALE pg 6BRAND VISION pg 8 NEW POSITIONING pg10 LOGO VARIATION pg12PATTERN pg20DEPARTMENT LOGOS pg21

OVERVIEW

This identity has been created solely for the municipality of Durban and the members thereof.

The aim of this rebranding is to aid the repositioning for Durban in a effort for

as a whole.

The identity is there to provide a new step in which the city can establish itself and postion it to the relevant target markets.

The logo and aesthetics have been created to accentuate Durban’s good features such as t

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RATIONALE

Discover Durban is all about . Hence the use of

the circle, this is also a symbol refering to the sun, which is something that Durban is known for. This is also in connection with street signs, a sign to capture your attention.

This new logo is there to .

It’s there to create a new look on Durban transport, this look is there to create a positve outlook on Durbans transportation.

Discover Durban is there to take the bad and show the good within that. Take something that is uniquely South African,take it step for step to show the world the wonders we have created as South Africans.

This new logo is created as mentioned earlier to look like a street sign, that being said the double D in side is there to look like a road crossing/ road markings.

This is said to create a new symbol for the future of Durban. A positive outlook for South Africans and the travellers to visit.

Creating a new international positioning for Durban as

. As well as create a sense of

in travels.

With using the logo as a street sign a sense of safety is implied. A road sigh is a marking or a warning for safety. Thus to indicate an emphsis on the cities safety.

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BRAND VISION

To promote and safe haven for all travellers local and international.

The brand is also there to actualize the full potential of Durban transport. Creating a

, and making it safer for all the users.

Thie rebranding is there to . There

for hand signals were used, something that is unique to each city. This is there to show people from around the world the wonderful culture we create for ourselves.

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A NEW

Fashion foreward,Focused on

keeping connected with each other and the globe.

Viewed as a international hub as well as a Focused now only on trend but as well on

POSITION

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LOGO

The visual identity catters for a vertical (a) and horizontal (d) version of the logo.

The vertical logo can appear with no background (a) a black background (b) or any of the approved colours as a background (c).

The logo may not be in another colour other than black and white (g). As well as the may not be two or more of the approved colours on the logo (j).

The only expection to the logo being in colour is when is placed around durban (l).

When applying the horizontal logo the type may not be layed out directly next to each other when under the logo (f).And the logo may never appear under the approved type (h).

When vertical the logo may never be out of the boundary box placed in fig (e).The logo may never extend past the s and the e in discover (k).

VARIATION

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2.3 5

2.3 2.40.2

1.2

1

0.2

0.2

0.20.2

Fig a

Fig c

0.8

0.8

0.8

Fig d

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0.80.8

0.8

0.8

Fig b

0.1

0.10.1

0.5

1.2

1

2.3

5.3

1.41.4

Fig e

Fig l

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Fig k

Fig f

Fig h

16

Fig j

Fig g

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PATTERN

With the placement of the logo and department logo there is the use of the pattern.

This pattern will only be used for the department logo’s and not for the main logo. Each of the different logo’s will have their specific colours (c).

Each department has their own colour and thus the pattern will have the same as the logo. No other colour will be used, other than the specific logo colour.

Fig a is a full view of the pattern but only a section of the attern will be used (b&c).

If the colour of the logo is used in the background then the pattern will be used in white (b).

The pattern may never be squashed or stretched in any case (d & e). As well as the pattern may not be used in a bigger point size than one used in fig a.

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Fig a

Fig b

Fig c

Fig d Fig e

Durban has different sectors that keeps the city running.

to differentiate one from another. Also to personalize each section.

The logo are as shown on fig a. The departments are health, tourism, culture, water sanitation, transport and enviroment management.

Each logo would always be shown with a white border. And the repectful colour in the pattern.

The department logo will appear with the Discover Durban logo on it. The type colours can either be used in black or white. But not in any other colour of any other department.

LOGOSDEPARTMENT

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Fig a26

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COLOURUSAGE

These colours were all chosen to

All these colours were specifically chosen and should or altered in any way.

To ensure that this is adheard to the specific colour systems have been given. The specified colour systems are CMYK, RGB, HEX.

Lastely Pantone coated and Pantone uncoared.

The secondary colours are black, white and grey (b).

These colours are used applying the name to paper printing ex for Letterheads and business cards. This is specifically to the type, as the logo can be used as an excentiating colour to the design.

C79 M100 Y34 K30R72 G29 B85Hex #481D55Pantone 2627C (Coated)Pantone Neutral Black U (Uncoated)

C3 M76 Y100 K0R233 G98 B36Hex #E96224Pantone 7578C (Coated)Pantone 166U (Uncoated)

C51 M0 Y99 K0R138 G197 B64Hex #8AC540Pantone 360C (Coated)Pantone 382U (Uncoated)

C0 M0 Y0 K30R187 G189 B192Hex #BBBDC0Pantone 11-0601 (Coated)Pantone 11-0602 (Uncoated)

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C4 M2 Y99 K0R250 G230 B0Hex #FAE600Pantone 3945C (Coated)Pantone Yellow U (Uncoated)

C68 M0 Y39 K0R63 G189 B175Hex #3FBDAFPantone 7465C (Coated)Pantone 3258U (Uncoated)

C0 M0 Y0 K100R0 G0 B0Hex #231F20Pantone 433C 2x (Coated)Pantone 433U 2x (Uncoated)

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TYPOGRAPHYUSAGE

Futura std bold will be used when there is an

this applies to all text that important expect the word Discover Durban.

These two fonts are used for their clear legibilty and modern feel.

International typefaces that will be recognized by the globe, if it is intended for global usage.

Juice will be used in ‘all caps’ only, this is because it is

only. Juice in bold will be used as well, only to use the Discover Durban name.This only applies when the name is used in body text.

Futura std is the secondary font and thus will be

Futura was chosen for its light weight and clear legibility.

JUICELight

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+

FUTURA STDBookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+

FUTURA STDBoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+

JUICEBold

A B C D E F G H I J K L M N O P Q R S T U V W X Y Zabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()_+

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Photography is a powerful tool, especially when creating an

The images chosen to represent Durban is there t oshow Durban, and all the attractions.

Using all this to show the individuals of Durban in these places in their everyday life.

The images used should promote the transportation of Durban.

Show Durban as a culturally diverse place.

When text is placed no images it should be concise, and precise to the image.

The images should show Durban as raw as it is. The culturally diverse city we live in.

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PHOTOGRAHPY

STATIONARYGUIDELINES

With the coporate stationary, there is the different sectors personal stationary.

This includes tourism, water sani-tation,health,transport,enviroment management and culture.

These documents will all be available to be used in a Microsoft word document. This includes the front for the letterhead and the complimentary slip, with editiong capabilities. The document will be availble on the municipalities main server.

These documents are to be used by the municipalities staff members for the indented use of corporate affairs etc. The single sided print will be made availible for all staff.

If the inidividual decides to preprint these letterheads or complimentary slips, the ministers whom they work for must be used and no other. In the case of the business cards, they will be mass printed and ready for the minister when needed.

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Letterhead Details

Minister NameEthekwini MunicipalityRoom number, Street AddressCity Name, Postal Code

P.O. Box NumberCity Nme, Postal CodeSouth AfricaTel;Fax:Email:Call Center: www.durban.gov.za/

Business Card Details

Minister NameEthekwini MunicipalityDurban

P.O. Box NumberCity Nme, Postal CodeSouth AfricaTel;Fax:Email:Call Center: www.durban.gov.za/

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ENVELOPES

DL Sized Envelopes

A3 Sized Envelopes

C6 Sized Envelopes48

EXTERNAL SINAGE

Main sinage such as wall mounted sinage will be placed at official municipal buillding. These signs will be large and legible. the municipalility must ensure that there are no obstructions infront of the sign.

The wall mounted sinage and free standing singae, can be mounted on poles (b). The signs must adhere to the rules of the branding, such as the logo must be in the given formats (horizontal and vertical). used.

The appropriate colours must be And if the building has a specific purpose the name of department should be stated.

The size of these signs are not specifc can can be modified to suit each building as needed.

The only requirements to the signs are th eensurement of legibility of the name and the logo. People must be able to identity the bulding and the department if shown.

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484651

51484653

COPORATE WEAR

Apparel that will be available for sale to the public as well as there for staff members to wear.

The apparel includes T-shirts, caps as well as cellphone covers.

The sizes that are shown on Fig a-c may not be altered in anywway. ̀ This is the approved sizes for the brand,

and is the correct wat for show casing the logo and brand as a whole.

The colours of the shirts, caps and covers may be changed to the appropraite colours used.

The only important part is the legibilty of the logo.

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discover durban brand manual

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