Corporate Identity Manual - Waco Internationalwacointernational.co.za/logos/downloads/img/4526 SGB...

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Corporate Identity Manual October 2016


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Our Company – Our Brand

Who We Are

SGB-Cape Rope Access is a specialist operation trained in working at heights, offering services of hard to reach places through rope access.

The SGB-Cape Rope Access logo is the symbol of this 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 ofour CI.

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

Waco International provides:

• Formwork, shoring and scaffolding• Insulation, painting and blasting• Hydraulics and suspended access platforms• Relocatable modular buildings• Portable sanitation products and integrated hygiene services.

Servicing the following industries:

• Infrastructure• Mining and resources• Oil and gas• Power generation• Construction and engineering• Industrial maintenance• Government• Education• Healthcare• Events


III

Brand Architecture

Waco International is the controlling entity of the global business.


IV

Brand Architecture


Waco International currently has a portfolio of thirteen 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).


V

Brand Architecture


Waco International currently has a portfolio of thirteen 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 thesubsidiaries and their established and respected brands.Each subsidiary business is unique, offering an array of specialistproducts 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)Chile


VI

Defining the Relationship Between Waco International and the Operating Brands

Waco International is a global group operating on 4 continents, in 11 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


VII

The Waco Endorsement

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 in conjunction with the operating company logo on all marketing collateral such as advertising, stationery and digital elements

The endorsement must always appear in full colour against white, or in white against either grey or the Waco International blue. 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.

X

XX

Exclusion Area

XX

Xwww.sgbcaperopeaccess.co.za


VIII

The Waco Footprint

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 position as aglobal player. 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), theUnited Kingdom and Chile.

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 integratedhygiene services.

Digital

Print

Africa

Africa

Africa

Africa

Africa

New Zealand

New Zealand

AustraliaAustraliaUK


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Contents

Section One

01 The Brand Logo

02 Logo Exclusion Area

03 Incorrect Use of the Brand Logo

04 Application of the Logo in Black and White

07 Colour Palette

08 Corporate Typefaces

09 Using the Logo in External Brand Partnerships

Section Two

11 Applying the Brand Identity

12 Application and Use of a Holding Device

16 Letterhead

17 Business Card

18 Email Signature

19 PowerPoint Template

20 Facility Signage

21 Vehicle Graphics


X

Brand Elements Section One


1

The Brand Logo

The SGB-Cape Rope Access brand logo is a visual statement of our vision, values, strength and integrity. By following this guide, you help define SGB-Cape RopeAccess for our customers, partners, and employees. Equally important, you help them recognise, differentiate, and remember the SGB-Cape Rope Access 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 needadditional information contact The Red Quarter on [email protected] call on +27 (0) 861 444 047

ProportionsThe logo must strictly adhere to the following proportions:Height = 1.000Width = 2.793


2

Logo Exclusion Area

An exclusion area is the amount of clear space there must 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 asdepicted on the right.


3

Incorrect Use of the Brand Logo

No elements should be removed from the brand logo. No additional elements may be added to the logo.

Do not rotate, invert, spin, angle or pivot the logo.The colouring should never be altered.

The brand logo should not be distorted.

X X

XX

X


4

Application of the Logo in Black and White

Black on White White on Black

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.This application will be used for embossing.


5

Application of the Logo Against a Photographic Background

Wherever possible the full colour execution of the brand logo is to be used. When using the full colour logo over a photographic background, the logo should be on a white or very light background that does not obscure the logo. The logo exclusion area must be adhered to.

When using the logo over a dark photographic background, the single colour white logo should be used, or the logo should appear with a holding device.

Photo selection is important. Chosen photos should include a suitable area for logo placement so that the logo is not used over complex imagery that will obscure the logo.


6

Incorrect Application of the Logo Against a Photographic Background

Logo is obscured by a busy background. Logo is obscured by a busy background.

Do not use the colour logo against a dark background. Do not use the white logo against a light background.


7

Colour Palette

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 stock 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 break-down will also vary when printed on coated and uncoated paper stocks.

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

Primary Colours

Secondary Colours

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

C30 M0 Y0 K100 R0 G0 B0 Hex: # 000000

C0 M0 Y0 K0 R255 G255 B255 Hex: # FFFFFF

C0 M0 Y0 K30 R188 G190 B192 Hex: # C3C8C8

C0 M0 Y0 K70 R109 G110 B113 Hex: # 6D6E71


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Corporate Typefaces

SGB-Cape Rope Access has chosen Helvetica as its primary 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 relevantsections of this manual for specifics).

The Microsoft typeface shown is available as a system font on all computers and should be used for all word processor generated documents as well as in theproduction 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.

Helvetica Neue Condensed BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ArialABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Condensed BlackABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


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Using the Logo in External Brand Partnerships

Should SGB-Cape Rope Access 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 Rope Access logo should be dominant with other logosnot exceeding 60% of the area of the Waco Training Academy logo.

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

Endorsed branding where SGB-Cape Rope Access is the main sponsor

Equal partner sponsorship

Endorsed branding where SGB-Cape Rope Access is not the main sponsor

The SGB-Cape Rope Access logo should be dominant with partnering logos not exceeding 60% of the area of the brand logo.

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


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Application of the Brand Identity Section Two


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Introduction and General Guidelines

This 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.


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Application and Use of a Holding Device

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, or against a photo, a graphic holding device will be used.

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

A graphic device is a design element that is used to complement the SGB-Cape Rope Access logo, and bring uniformity across the execution of various designs. This device is not part of the brand logo and may be changed in the future.


13

Application of the Holding Device

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 width of 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 off the page.

Establishing the unit x

Establishing the unit y

x

y yy

2x2x2x 2xx

x


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Application of the Holding Device


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Application of the Holding Device - Exception

Incorrect Application

Correct 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’scorporate letterhead. Only use the letterhead template that has beencreated in Microsoft Word.

LayoutFont: Arial upper and lowercaseFont colour: Black

Font Size:Headings: 12/13 ptBody copy: 9/10 ptAlignment: Text to be aligned with single line spacing.

Footer Copy:Font 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

Note: SGB-Cape Rope Access does not use continuation paper.All subsequent pages should be printed on standard white A4, 90gsm paper.

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Yours sincerely,

John F. Smith

15 Address streetRandburg

2195Gauteng

South Africa21 May 2015

www.sgbcaperopeaccess.co.za

Directors: SJM Goodburn (Chairman), MG Els* (CEO), GM Slabbert* (CFO), SP Burnett*, ND Khoele, PD Ngcobo*, T Matheolane, B Tlhabanelo, MR Towler (Company Secretary)

SGB-Cape Rope Access - a Division of Waco Africa Pty Ltd (member of the Waco International Group of Companies)

Reg No. 2012/000665/07 | Vat No. 4390260539

T +27 (0) 11 842 400 | F +27 (0) 11 842 4280 | 181 Barbara Road, Elandsfontein, Germiston, 1401 | PO Box 669, Isando, 1600

*Executive Directors


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Business Card

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

Font: Helvetica Bold / RegularCard size: 90mm x 50mmPaper: Magno Satin, 350gsm

ColoursOrange: Pantone 021C / C0 M70 Y100 K0Black: C30 M0 Y0 K100Dark Grey: C0 M0 Y0 K70 Light Grey: C0 M0 Y0 K25

Font sizesFront of card:Website: 7.5 pt, white

Back of card:Card holder name: 10 pt, orangeCard holder position: 8.5 pt, black*Qualification: 6 pt, italicsContact numbers/email address: 8.5 pt* where requiredAddress details: 8.5 pt, white

Name SurnamePosition

C +27 81 234 5678T +27 11 234 5678F +27 11 234 5678E [email protected]

SGB-Cape Rope Access, 181 Barbara Road, Elandsfontein, 1401, Johannesburg



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Email Signature

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

Font: ArialSize: 250 x 250 pixels

ColoursOrange: R243 G112 B33Black: R0 G0 B0Dark Grey: R109 G110 B113

Font sizesName: 14/12 pt, regular, orangePosition: 12/10 pt, regular, dark greyQualifications*: 8/10 pt, italic, dark greyContact numbers / Email: 12/10 pt, regular, blackWebsite: 12/10 pt, bold, white* where required

Name SurnameTitle


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PowerPoint Template


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Facility Signage

The purpose of external signage is to identify, and consistently brand SGB-Cape Rope Access offices nationwide. Clear branding is more important than the street address and phone numbers. Buildings and walls provide us with the opportunity to lever-age our primary orange colour. This is achieved by making use of the holding device. The proportionsof the holding device are to be strictly adhered toas defined on page 13.

011 842 4000- Rope Access- Painting

- Scaffolding- Insulation



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Vehicle Graphics

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