B Identification Elements - Transnet 1 - THE BRAND/B... · “The Brand” book, “B...
Transcript of B Identification Elements - Transnet 1 - THE BRAND/B... · “The Brand” book, “B...
B Identification Elements.fh11 7/21/14 11:52 AM Page 1
The Transnet logo - or brand identifier -consists of a Word Mark, in a uniquetypeface, and a T-shaped symbol referredto as the Brand Mark. Both are depicted inthe specified colours: red and green.
The logo is most powerfully depicted in redand green on white, and must always bepresented thus.
The standard logo pictured alongside maybe described simply as a colour signatureon a white background with the TransnetWord Mark arranged to the upper right ofthe Brand Mark.
B IDENTIFICATIONELEMENTS
01 THE LOGOWord Mark and Brand Mark
UNIQUE TYPE UNIQUE SHAPE
Word Mark
Brand Mark
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The two principal colours making up theWord Mark and Brand Mark are specifiedhere. These need to be rigorously adheredto in order to ensure logotype consistency,which impacts on brand consistency.
B IDENTIFICATIONELEMENTS
01 THE LOGOColour Application
SINGLE COLOUR APPLICATION:BLACK ON WHITE
SINGLE COLOUR APPLICATION:REVERSE WHITE ON BLACK
SINGLE COLOUR APPLICATION:WHITE ON A COLOUR BACKGROUND
PANTONE® 485CMYK 0 95 100 0RGB 212 46 18
PANTONE® 376CMYK 50 0 100 0RGB 125 186 0
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The geometry of the brand identifier, asillustrated, is based upon a horizontal andvertical grid, as well as a secondary gridthat runs at a 60° angle. These grids formthe backbone of the house style.
The “A” in the logotype is central to thecontinuance of the angles created by thechevron, resulting in an associativemounted apex above the right hand elementof the logo (see intersection of “W” and “V”).This is the most common relationshipbetween the logo and logotype.
The mandatory clear space around the logois equal to the measure “Y” which is thespace between the Brand Mark and theWord Mark.
B IDENTIFICATIONELEMENTS
01 THE LOGOSizing Grid
AREA OF ISOLATION
4x
7x
x
7x
13x
35.5x
30.5x
w v
y
y
y y
y
y
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Brand Architecture refers to and describesthe type of relationship that exists betweena company’s divisions, products, servicesand even independent entities. In keepingwith the business decision to consolidateall operating divisions, Transnet has chosenwhat is known as a Monolithic BrandArchitecture. This is sometimes called theBranded House approach. Rather thanhaving several divisions, each with its ownbrand identity, the Transnet MonolithicBrand unifies all divisions under one primaryname and symbol, allowing each division anidentity expressed through descriptors anda unique colour code.The Corporate BrandMark and Brand Word (Logo) remainconsistent throughout. When there is aneed to identify an individual operatingdivision, the name of the operating divisionappears below the corporate logo.
B IDENTIFICATIONELEMENTS
02 BRAND ARCHITECTURE
CorporateBrand
Divisions
DISCONTINUED BUSINESSES
• SA Express• Transtel• Viamax• Autopax• Freight Dynamics• Housing Loan Book• Shosholoza Meyl• arivia.kom• “C” prefs (newshelf)
SUPPORTING BUSINESSES
• Transnet Properties• Transnet Capital Projects• Transnet Foundation
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It is imperative to adhere to the colourpalette specifications for each divisionaldescriptor in order to retain overall brandconsistency.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSColour Application
FULL COLOUR
SINGLE COLOUR APPLICATION: BLACK ON WHITE
SINGLE COLOUR APPLICATION: REVERSE WHITE ON BLACK
SINGLE COLOUR APPLICATION: WHITE ON A COLOUR BACKGROUND
PANTONE® 104CMYK 0 3 100 30RGB 168 150 10
PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143
PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176
PANTONE® 5767CMYK 15 0 68 39RGB 140 148 77
PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41
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B IDENTIFICATIONELEMENTS
03 COLOUR PALETTE
PRIMARY COLOURS
SECONDARY COLOUR
DIVISIONAL COLOURS
DEEPER COLOURS
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RED
PANTONE® 485CMYK 0 95 100 0RGB 212 46 18
GREEN
PANTONE® 376CMYK 50 0 100 0RGB 125 186 0
STONE
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
80%
15%
34%
50%
FREIGHT RAIL
PANTONE® 5767CMYK 15 0 68 39RGB 40 148 77
ENGINEERING
PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41
PORTS AUTHORITY
PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143
PORT TERMINALS
PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176
PIPELINES
PANTONE® 104CMYK 0 3 100 30RGB 168 150 10
PANTONE® 5757CMYK 14 0 78 60
PANTONE® 7496CMYK 41 0 82 48
PANTONE® 5405CMYK 100 60 0 56
PANTONE® 5483CMYK 79 24 39 0
PANTONE® 105CMYK 0 7 100 60
DARK RED
PANTONE® 484CMYK 0 90 84 32
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSSizing Grid
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSSizing Grid
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSSizing Grid
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
2x
2x
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSSizing Grid
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSSizing Grid
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
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The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.
B IDENTIFICATIONELEMENTS
03 DIVISIONAL LOGOSTransnet Foundation Logo
SINGLE COLOUR APPLICATION:BLACK ON WHITE
SINGLE COLOUR APPLICATION:REVERSE WHITE ON BLACK
SINGLE COLOUR APPLICATION:WHITE ON A COLOUR BACKGROUND
FULL COLOUR
SIZING GRID
PANTONE® 485CMYK 0 95 100 0RGB 212 46 18
4x
7x
x
7x
13x
35.5x
30.5x
4x
2x
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In order to ensure visibility and legibility ofthe divisional descriptors, always use whitelettering on a coloured background. On awhite background, the descriptors' defaultcolours must be used (See page 30 in“The Brand” book, “B Identificationelements” for the divisional colours.)
Descriptors may be presented in either ahorizontal or stacked layout.
B IDENTIFICATIONELEMENTS
04 DIVISIONSColour and Composition
Full Colour Application:On White Background
Single Colour Application:Reverse White on Black
Single Colour Application:White on a Colour Background
HORIZONTAL ARRANGEMENT
STACKED ARRANGEMENT
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The default or standard configuration forthe pay-off line is horizontal.
Note: i. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted. Refer to the guidelines provided for specific applications.
B IDENTIFICATIONELEMENTS
05 LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR HORIZONTAL VERSION
4x
7x
x
7x
2x
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The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
05 LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
7x
2x
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The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.
Note: i. The pay-off line must align with
the divisional descriptor. ii. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR HORIZONTAL VERSION
4x
7x
x
7x
4x
2x
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The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
4x
2x
2x
6x
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The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.
Note: i. The pay-off line must align with
the divisional descriptor. ii. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR HORIZONTAL VERSION
4x
7x
x
7x
4x
2x
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The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
4x
2x
2x
6x
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The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.
Note: i. The pay-off line must align with
the divisional descriptor. ii. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted. Refer to the guidelines provided for specific applications.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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4x
7x
x
7x
4x
2x
SIZING GRID FOR HORIZONTAL VERSION
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The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
4x
2x
2x
6x
2x
2x
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The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.
Note: i. The pay-off line must align with
the divisional descriptor. ii. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR HORIZONTAL VERSION
4x
7x
x
7x
4x
2x
B Identification Elements.fh11 7/21/14 11:52 AM Page 23
The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
25TRANSNET LIMITED
SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
4x
2x
2x
6x
B Identification Elements.fh11 7/21/14 11:52 AM Page 24
The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.
Note: i. The pay-off line must align with
the divisional descriptor. ii. Where the horizontal configuration
cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR HORIZONTAL VERSION
4x
7x
x
7x
4x
2x
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The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.
B IDENTIFICATIONELEMENTS
06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
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SIZING GRID FOR VERTICAL VERSION
4x
7x
x
7x
4x
2x
2x
6x
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B IDENTIFICATIONELEMENTS
07 MINIMUM SIZESPrint Applications
LOGO WITHOUT DESCRIPTOR OR PAY-OFF LINE
LOGO WITH DESCRIPTOR AND/OR PAY-OFF LINE
Spot Colours
Process Colours
Spot Colours
Process Colours
The minimum size in which the Transnet logocan be applied onto print applications willdepend on the production process.
The logo may not be printed smaller than7mm in height if printed as spot colours,and no smaller than 10mm in height ifprinted as process colours.
If the divisional descriptor or pay-off lineis included, the logo may not be printedsmaller than 10mm in height as spotcolours, or smaller than 13mm in height asprocess colours.
10mm
13mm
10mm
7mm
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B IDENTIFICATIONELEMENTS
07 MINIMUM SIZESSpecial Applications
LOGO WITHOUT DESCRIPTOR OR PAY-OFF LINE
LOGO WITH DESCRIPTOR AND/OR PAY-OFF LINE
Embroidery
Embossing, Debossing, Engraving, Foiling
Embroidery
Embossing, Debossing, Engraving, Foiling
EmbroideryFor embroidery, the logo may not bereproduced any smaller than 17mm inheight without the pay-off line or divisionaldescriptor. If the divisional descriptor orpay-off line is included, the logo may notbe reproduced any smaller than 30mm inheight.
Embossing, Debossing, Engraving, FoilingThe logo may not be reproduced any smallerthan 10mm in height without the pay-offline or divisional descriptor. If the divisionaldescriptor or pay-off line is included, thelogo may not be reproduced any smallerthan 20mm in height.
30mm
20mm
10mm
17mm
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The exact specifications of the coloursassociated with the corporate anddivisional brands, including the pay-off line,are detailed on this page.
Note: For the colour application of Interiorpaint, use the specified Plascon® Wall & Allcolour references. Accent colours for thefive Divisions are also provided.
For other generic paint applications use thefollowing specifications:
General wallsPlascon® Incan Treasure Y1-D2-3Doors and Door FramesPlascon® Maison Blanche Y1-E2-1RoofPlascon® Smokey Grey TRP 58Nuroof Acrylic Roof Paint
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTE
PRIMARY LOGO COLOURS
DIVISIONAL LOGO COLOURS
PAY-OFF LINE COLOUR
PANTONE® 104CMYK 0 3 100 30RGB 168 150 10PLASCON® Tangy GlowY5-B1-1Accent colour:PLASCON® Parmesan Sauce Y5-C2-2
PANTONE® 376CMYK 50 0 100 0RGB 125 186 0PLASCON® Stylish LimeY7-A1-1
PANTONE® 485CMYK 0 95 100 0RGB 212 46 18PLASCON® Red FlameR7-A1-1
PANTONE® 405CMYK 0 10 33 82RGB 102 89 77
PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143PLASCON® Electric ShockB4-D1-3Accent colour:PLASCON® Diamond Girl B4-D2-3
PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176PLASCON® AzurbeenB1-C1-4Accent colour:PLASCON® Lazy Afternoon B1-C2-2
PANTONE® 5767CMYK 15 0 68 39RGB 140 148 77PLASCON® Eco TerraY5-C1-2Accent colour:PLASCON® Fragrant Days Y6-C2-2
PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41PLASCON® Grass KnollY5-C1-1Accent colour:PLASCON® River Reeds Y4-C2-1
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The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 485 COATED
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The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 485 UNCOATED
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The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
CMYK 0 95 100 0
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B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
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PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
PANTONE® 485COATED
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B Identification Elements.fh11 7/21/14 11:52 AM Page 33
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 376 COATED
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The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 376 UNCOATED
36TRANSNET LIMITED
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The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
CMYK 50 0 100 0
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B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 376COATED
PANTONE® 376COATED
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PANTONE® 376COATED
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B Identification Elements.fh11 7/21/14 11:52 AM Page 37
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 405 COATED
39TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 38
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 405 UNCOATED
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B Identification Elements.fh11 7/21/14 11:52 AM Page 39
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
CMYK 0 10 33 82
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B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET LIMITED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
PANTONE® 405COATED
42TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 41
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET FREIGHT RAIL
PANTONE® 5767 COATED
43TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 42
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET FREIGHT RAIL
PANTONE® 5767 UNCOATED
44TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 43
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET FREIGHT RAIL
CMYK 15 0 68 39
45TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 44
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET FREIGHT RAIL
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
PANTONE® 5767COATED
46TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 45
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET ENGINEERING
PANTONE® 7495 COATED
47TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 46
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET ENGINEERING
PANTONE® 7495 UNCOATED
48TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 47
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET ENGINEERING
CMYK 25 0 80 30
49TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 48
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET ENGINEERING
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
PANTONE® 7495COATED
50TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 49
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET NATIONAL PORTS AUTHORITY
PANTONE® 5415 COATED
51TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 50
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET NATIONAL PORTS AUTHORITY
PANTONE® 5415 UNCOATED
52TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 51
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET NATIONAL PORTS AUTHORITY
CMYK 42 8 0 40
53TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 52
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET NATIONAL PORTS AUTHORITY
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
PANTONE® 5415COATED
54TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 53
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PORT TERMINALS
PANTONE® 5493 COATED
55TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 54
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PORT TERMINALS
PANTONE® 5493 UNCOATED
56TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 55
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PORT TERMINALS
CMYK 43 0 14 21
57TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 56
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PORT TERMINALS
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
PANTONE® 5493COATED
58TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 57
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PIPELINES
PANTONE® 104 COATED
59TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 58
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PIPELINES
PANTONE®104 UNCOATED
60TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 59
The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PIPELINES
CMYK 0 3 100 30
61TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 60
B IDENTIFICATIONELEMENTS
08 COLOUR PALETTEReference Swatches
COLOUR REFERENCE SWATCHES - TRANSNET PIPELINES
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
PANTONE® 104COATED
62TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 61
The Transnet brand manifests its visualidentity through many different formats ofthe printed word. Typography is an essentialelement of corporate identity and is usedto establish and reinforce Transnet'sindividual character consistently.
The primary alphanumeric typeface, APEX,including its font variations as shown, havebeen selected to express Transnet'scorporate identity typographically.
Usage: All corporate brand applications,printed material, collateral, publications,etc.
B IDENTIFICATIONELEMENTS
09 TYPOGRAPHYPrimary Typeface
PRIMARY ALPHANUMERIC TYPEFACE - APEX
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Book T
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Book Italic T
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Medium T
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Medium Italic T
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Bold T
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Apex Sans Bold Italic T
63TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 62
For more general applications, thesecondary alphanumeric typefaceTAHOMA, is used, including its fontvariation herewith.
Usage: All corporate internal and externalcommunications such as PCcommunications, letters, faxes, memos,notes, etc.
Note:i. The standardised and minimum font
point size for letters, faxes, memos, etc. is 11 pt.
ii. The maximum font point size for all documents is 14 pt. An exceptionmay be made, for example, with regardto documents for visually impairedpeople. In such cases, use 16 pt fontsize.
iii. For charts and graphs, the minimum font point size is 10 pt.
iv. For footnotes, the recommended fontpoint size is 10 pt.
B IDENTIFICATIONELEMENTS
09 TYPOGRAPHYSecondary Typeface
SECONDARY ALPHANUMERIC TYPEFACE - TAHOMA
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Tahoma Plain
abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()
Tahoma Bold
64TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 63
In the interest of corporate brandconformity and consistency, there arecertain prohibitions with regard to theapplication of the logo which need to beheeded.
B IDENTIFICATIONELEMENTS
10 DO’S AND DON’TSApplying the Logo
The logo should not be overlapped byor blended with other visual objectsor text.Lorem ipsum dolor sit
amet, consectetueradipiscing elit.
No borders may be drawn around thelogo.
The logo should be displayed as awhole; not partially, as a section ordetail thereof.
The compositional area of the logomay not be interfered with, defacedor creatively adapted in any form.
The logo may not be used as a dropshadow, slanted or skewed.
The logo may not incorporate arealistic drop shadow, such as thePhotoshop drop shadow effect.
Copying from inferior reproductionsis discouraged to avoid poor qualityimages that may compromise theintegrity of the logo.
No rotation or skewing may be madeto the logo.
The colours within the logo may notbe swapped around or replaced.
Only specified colours may be usedas a single colour application.
The positioning of the logo in relationto the logotype may not be changed.
The unique font type may not bechanged.
65TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 64
In the interest of corporate brandconformity and consistency, there arecertain prohibitions with regard to theapplication of the logo and its relationshipto the descriptor or pay-off line, which needto be heeded.
B IDENTIFICATIONELEMENTS
10 DO’S AND DON’TSApplying the Logo
The divisional descriptor may only beapplied in the colour assigned to thedivision.
The position of the divisionaldescriptor may not be moved to anon-specified position.
The size of the divisional descriptorin relation to the logo may not bealtered.
The font of the divisional descriptormay not be changed.
The colour of the pay-off line may not be changed. The position of the pay-off line may not be moved to a non-specifiedposition.
The size of the pay-off line in relation to the logo may not be altered. The font of the pay-off line may not be changed.
66TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 65
In order to assist with visual recognition, agraphic device that can either house colour,illustration, or photography, is employedwith text permissible inside or outside thegraphic device.
B IDENTIFICATIONELEMENTS
11 GRAPHIC DEVICEThe Housing Template
TEXT OUTSIDE THE GRAPHIC DEVICE
TEXT INSIDE THE GRAPHIC DEVICE
Text displayed in thisallocated area
Text displayed in thisallocated area
Text displayed inthis allocated area
Text displayed inthis allocated area
67TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 66
Aspects and permutations of the BrandMark may be used creatively as a graphicdevice. The building blocks or parts of theBrand Mark may be pivoted and stacked tocreate a graphic device that resonates andamplifies the character of the Brand Markor umbrella logo.
B IDENTIFICATIONELEMENTS
11 GRAPHIC DEVICEThe Building Blocks
68TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 67
Photographic subject matter is divided intofour distinct types. Whether choosingphotographs from a stock library or whenbriefing for a shoot, the subject mattershould always reflect one of these areasspecifically.
A Transnet Image Library is currentlyavailable Online or on CD.
B IDENTIFICATIONELEMENTS
12 PHOTOGRAPHIC STYLE
SERVICE SPECIFIC PRODUCT / COMMODITY SPECIFIC
TRANSNET AT WORK – INDUSTRIAL AND CORPORATE CUSTOMER INTERFACE
69TRANSNET LIMITED
B Identification Elements.fh11 7/21/14 11:52 AM Page 68
Language and legal usage of brand names anddescriptors.
We have adopted both a naming conventionand use of terms and expressions as part ofthe brand identity. Transnet is an “integratedbulk freight transportation and logisticscompany”. The two simple statements thatexpress this new structure are “One company,One Vision”.
As pointed out in the description of theMonolithic Brand Architecture, all Transnetdivisions are secondary to the Transnet BrandName and Brand Mark. In other words, alldivisions are strongly endorsed by theoverarching Transnet Brand Name and BrandMark. This ensures that the various port, railand pipeline operations are positioned as“delivery vehicles or channels” of theintegrated whole.
Transnet is the sum of all its divisions.
The reason for retaining separate divisionalnames is to make it easier for customers andstakeholders to distinguish the variousdelivery channels. For the sake of absoluteclarity, the divisional names are descriptorsof the service. Also, the fact that they areliteral descriptors is another reason why itwould have been impractical to trademarkthem as independent logos or brand names.
B IDENTIFICATIONELEMENTS
13 BRAND LANGUAGE
NOMENCLATURE
BRAND RULES
The name of the legal entity is TransnetLimited. However, because the name“Transnet” possesses inherent equity andresonates strongly with stakeholders, it isused as the primary brand name.
To ensure clarity of communication, acronymscannot be used. To call the National PortsAuthority the NPA would confuse it with theNational Prosecuting Authority, also knownas the NPA.
To protect the inherent equity and strengthenthe alignment between the corporate brandand the operational divisions, all the brandnames must ALWAYS be used, i.e. Transnet +Division. From a legal perspective, thedivisional names are only defensibletrademarks when used as a unit.
When creating a document that includesseveral mentions of a division, use the fulldivisional name at the outset and state
immediately after it, in brackets, the onlyacceptable abbreviation in this context. e.g.Transnet Freight Rail (Freight Rail).
Thereafter in the document, you may refer toTransnet Freight Rail as “Freight Rail”, butonly if you have stated your intention to usethis abbreviation by use of parenthesis.
Transnet Limited TL TLTD Transnet LTD Limited
Transnet National Ports Authority TNPA NPA National Ports Authority National Ports Authority
Transnet Freight Rail TFR Rail Freight Rail Spoornet
Transnet Engineering TRE Engineering Engineering Transwerk
Transnet Pipelines TP Pipelines Pipelines Petronet
Transnet Port Terminals TPT Port Terminals Terminals SAPO
The abbreviation convention is only acceptablein a legal context where it is clearly statedwithin the document or contract that theabbreviation refers specifically to an operatingdivision.
Language and legal usage of brand names anddescriptors.
We have adopted both a naming conventionand use of terms and expressions as part ofthe brand identity. Transnet is an “integratedbulk freight transportation and logisticscompany”. The two simple statements thatexpress this new structure are “One company,One Vision”.
As pointed out in the description of theMonolithic Brand Architecture, all Transnetdivisions are secondary to the Transnet BrandName and Brand Mark. In other words, alldivisions are strongly endorsed by theoverarching Transnet Brand Name and BrandMark. This ensures that the various port, railand pipeline operations are positioned as“delivery vehicles or channels” of theintegrated whole.
Transnet is the sum of all its divisions.
The reason for retaining separate divisionalnames is to make it easier for customers andstakeholders to distinguish the variousdelivery channels. For the sake of absoluteclarity, the divisional names are descriptorsof the service. Also, the fact that they areliteral descriptors is another reason why itwould have been impractical to trademarkthem as independent logos or brand names.
B IDENTIFICATIONELEMENTS
13 BRAND LANGUAGE
NOMENCLATURE
BRAND RULES
The name of the legal entity is TransnetLimited. However, because the name“Transnet” possesses inherent equity andresonates strongly with stakeholders, it isused as the primary brand name.
To ensure clarity of communication, acronymscannot be used. To call the National PortsAuthority the NPA would confuse it with theNational Prosecuting Authority, also knownas the NPA.
To protect the inherent equity and strengthenthe alignment between the corporate brandand the operational divisions, all the brandnames must ALWAYS be used, i.e. Transnet +Division. From a legal perspective, thedivisional names are only defensibletrademarks when used as a unit.
When creating a document that includesseveral mentions of a division, use the fulldivisional name at the outset and state
immediately after it, in brackets, the onlyacceptable abbreviation in this context. e.g.Transnet Freight Rail (Freight Rail).
Thereafter in the document, you may refer toTransnet Freight Rail as “Freight Rail”, butonly if you have stated your intention to usethis abbreviation by use of parenthesis.
Note: The only acceptable use of acronyms is in“legal documents”, never in “branded collateral”.
The abbreviation convention is only acceptablein a legal context where it is clearly statedwithin the document or contract that theabbreviation refers specifically to an operatingdivision.
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B Identification Elements.fh11 7/21/14 11:52 AM Page 69
Primary: Environment Wove
Specifications:• FSC certification (for environmentally
safe paper)• Made using pulp from recycled paper and
sugar cane• Made from ECF (Elementally Chlorine Free)
pulp and recycled water.
For production:• All letterheads and complimentary slips
require 118 GSM paper.• Business cards require 324 GSM paper.
Secondary: Conqueror Wove
Only in the event of paper shortages mayConqueror Wove be used instead ofEnvironment Wove. If neither are available,use Conqueror Smooth CX22.
Specifications:• FSC certification
(for environmentally safe paper)• Made using pulp from renewable forests• Made from ECF (Elementally Chlorine Free)
pulp Stoneywood Mill in Aberdeen, Scotland carries ISO certification
• The Mill has an investment in CHP (combined heat and power)
• Makes use of water from the Don river andrecycles the water back into the river afteruse, making use of strict water purificationmethods.
For production:• Letterheads and complimentary slips
require 120 GSM paper.• Business cards require 320 GSM paper.
B IDENTIFICATIONELEMENTS
14 TECHNICAL SPECIFICATIONSPaper Stock - Executive
TRANSNET CORPORATE AND DIVISIONAL EXECUTIVE STATIONERY
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B Identification Elements.fh11 7/21/14 11:52 AM Page 70
Use Mondi Status Bond and Haddonia IvoryBoard, Ultra White Smooth for all Transnetcompany stationery.
Operations managers must use Mondi StatusBond for letterheads and complimentaryslips, and Haddonia Ivory Board, Ultra WhiteSmooth for business cards.
For production:• Letterheads and complimentary slips
require 120 GSM – Mondi paper.• Business cards require
280 GSM paper – Haddonia Ivory Board.
B IDENTIFICATIONELEMENTS
14 TECHNICAL SPECIFICATIONSPaper Stock - Company
TRANSNET COMPANY STATIONERY
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B Identification Elements.fh11 7/21/14 11:52 AM Page 71
B IDENTIFICATIONELEMENTS
15 GLOSSARY
Brand architecture - The organising structureof the relationships of entities that go intomaking up the brand.
Brand management – The management ofintangible and tangible aspects of a brand.Branding signatures – The composition andplacement of the brands’ logo and symbolson various elements of communication.
Body copy - The main body of any printedmaterial that is indistinct from theintroduction, index, illustrations and headings.
CMYK – Cyan, Magenta, Yellow and Black inkused in four colour process printing to achievefull colour images or graphics.
Column width - The unit measurement bywhich space is sold in print media.
Copyright – The exclusive right, granted bylaw for a certain term of years, to make anddispose of copies of, and otherwise to control,a literary, musical, dramatic or artistic work.
Corporate identity – The term given to a setof logos that represent a brand in its entirety.
Co-branding – The use of two or more brandnames in a communication usually to signifya partnership, joint venture or anendorsement of an initiative
Control grid – The definition of the space andsizing rules between the various elements ofthe identity such as name, logo/symbol anddescriptors.
Deboss – To decorate with a moulding orcarving so that the background protrudesfrom the foreground shapes.
Dome – To cover with or encapsulate witha design.
Emboss – To decorate with a moulding orcarving so that the foreground protrudesfrom the surrounding background
Foil – A branding process that involves a thinlayer of polished metal or metallic ink placedonto an item or page to lend it luminance.
Font – A full set of type for printing orscreening where all the characters are ofthe same design and size.
Headline - A caption printed at the top ofa page or article in any printed material,usually in large letters and often summarizingthe content that follows it.
Holding shape – A shape, usually an extensionof a symbol or part thereof, used in graphiclayout to contain a picture or a sectionof type.
Identity guide – Summary document used toprovide a basic visual reference on thecorrect use of an identity
Layout – The way component parts orindividual elements are arranged in a design,stationery or literature.
Litho – A printing process in which the imageto be printed is rendered on a flat surface –eg as on sheet zinc or aluminium – and treatedto retain ink whilst the nonimage areas aretreated to repel ink.
Logo – A design, usually comprised of agraphic symbol and wordmark that is utilisedby an organisation on its letterheads,advertising and environmental signs as anemblem by which the organisation can beeasily recognised.
Media applications – Specifications forapplication of the national Coat of arms invarious media platforms.
Monolithic brand – Singular overarchingidentity that spans or identifies the variousofferings of products and services in aportfolio.
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B IDENTIFICATIONELEMENTS
15 GLOSSARY
Merchandise – Goods, products, stock orcommodities.
Naming structure – Guidelines specifyingthe display and placement of the brand nameor sub-brand name relation to the motherbrand/or logo/symbol.
Pay-off line – A short distinctive phrase usedto identify a company, organisation orits goals.
Pantone – International standards for colourspecification and referencing.
Pictogram – A pictorial symbol that replacesa word, facility or action. The subject must besingular in meaning and simple in form.Usually associated with signage systems anddesigned in matching suites, where the shapeand spatial design in similar cases.
Point – Unit of measurement of the size oftypography.
RGB – The values of the colours of Red, Green,Blue used to make colours on screen i.e web,television etc.
Sandblast – To blast air or steam carryingsand, at high velocity to etch glass, stone ormetal surfaces.
Scale – A term used for changing the sizeor weighting of elements, either graphic ortext, in a balanced way within the layout.
Sub-brand – A product or service within aportfolio of brands with a distinct identityfrom the mother brand.
Stock – Specification of paper in terms ofits weight in grammage (gsm) and type(bond or laid).
Symbol – The graphic component of a logothat can be made up of one or several icons,each with significant meaning used tocommunicate the values of the brand.
Trademark – The name, symbol, figure, letter,work or mark adopted and used by amanufacturers or merchant in order todesignate the goods he or she manufacturesor sells and to distinguish them from thosemanufactured or sold by others including, butnot limited to, any mark entitled toregistration under the provisions of a statueis a trademark.
Typeface – A particular style of printedcharacter – such as Apex, used on allliterature. Also referred to as a font.
Typography – The arrangement of printedcharacters on the page.
UV varnish – Creating a transparent glossysurface in a selected area.
Vinyl – A plastic material made from vinylpolymer.
Visual identity – A term used to describe acomplete visual look, it includes the style oftypography, relationships betweentypography and photography and the palettethat is maintained through all printed materialrelating to the brand.
Visual standards manual – comprehensiveinstruction on the correct use of the graphicelements which make up a visual identity.
Word Mark – Any letters, words or descriptorsconstructing a logo.
X-Height – The height of a type character.
74TRANSNET LIMITED