WESSA Corporate Identity Document

CORPORATE ID BRAND IDENTITY GUIDE

UPDATED AUGUST 2018

ABOUT THE DOCUMENT

This document sets out the approved brand identity of WESSA which is to be adhered to by all WESSA Offices, Branches and Volunteers serving the organisation.

The most critical aspect of building any organisation's brand is uniformity and consistency in all communication and interaction with its stakeholders. For this reason it is important for WESSA to use, monitor and take ownership of one corporate image.

This document covers:

• Look and feel examples • Fonts • Colours • Naming and strapline • Logo and usage • Letterhead • Email signatures • Business cards • PowerPoint presentation templates • Images

INTRODUCTION

EXAMPLES

The next few slides give examples of printed marketing collateral produced which demonstrate the creative look and feel (style) of our corporate identity.

WESSA PORTFOLIO

(Front cover)

CREATIVE

LOOK & FEEL

EXAMPLES

WESSA PORTFOLIO

(Additional page examples)

CREATIVE

LOOK & FEEL

EXAMPLES EXAMPLES

SCHOOLS PROGRAMME BROCHURE (front and back page)

LEAF BROCHURE (front and back page)

CREATIVE

LOOK & FEEL

EXAMPLES EXAMPLES

PULL UP BANNERS

CREATIVE

LOOK & FEEL

EXAMPLES EXAMPLES

INFOGRAPHICS

CREATIVE

LOOK & FEEL

FONTS & COLOURS

FONTS

Calibri 11 point is WESSA’s standard font to be used for all email and letterhead-based communications. Calibri is a professional, easy to read, standard Microsoft Office font. All staff are All staff are to set their email and Microsoft Office default font as Calibri 11 point. If you are not are not sure how to do this, please ask for assistance. Avenir (for all content) and Century Gothic, bold (for all headers) family of fonts has been used in been used in our printed marketing collateral. The use of this font should be restricted to WESSA to WESSA marketing promotional material only. Avenir font (LT Std 35 Light) has also been used been used throughout this document. Note that Avenir is a Mac font.

The current font family used on WESSA’s main website is Open Sans. This specific font has been has been selected as it is a common font that is available on most computers.

CREATIVE

LOOK & FEEL

CORPORATE IDENTITY COLOUR PALETTE

TERTIARY

PRIMARY

CMYK C50 M0 Y85 K0

CMYK C9 M9 Y13 K5

RGB R126 G190 B66

RGB R209 G203 B193

GREEN

LIGHT GREY

CMYK C18 M17 Y24 K18

CMYK C0 M55 Y100 K0

RGB R128 G109 B96

RGB R238 G117 B13

ORANGE

MID GREY

CMYK C80 M10 Y25 K0

RESTRICTED USE

FOR USE: Education Centre/nature reserve outdoor signage only

CMYK C42 M72 Y91 K52

RGB R0 G154 B175

TURQUOISE

RGB R92 G52 B24

BROWN

SECONDARY

FOR USE: Bush Pigs Education Centre only

CMYK C42 M45 Y52 K8

CMYK C2 M31 Y94 K0

RGB R128 G109 B96

RGB R247 G181 B42

TAUPE

YELLOW

CREATIVE

LOOK & FEEL

NAMING

USING THE ACRONYM ‘WESSA’

We have adopted the acronym ‘WESSA’ when referring to our organisation rather than using its full name: The Wildlife and Environment Society of South Africa. While it is important to refer to the organisation in a consistent way to successfully build the “WESSA” brand name, we accept that in certain instances it may be appropriate to expand our name for clarity and refer to our organisation as “WESSA (The Wildlife and Environment Society of South Africa)”.

When referring to specific projects, the name WESSA should precede the project name e.g. WESSA Eco- Schools, or WESSA Blue Flag Programme.

OUR STRAP LINE: PEOPLE CARING FOR THE EARTH

The strap line/pay off line always appears as part of the logo. It is a critical part of the logo in that it describes who we are and what we do.

WHO WE ARE

OUR LOGO

The WESSA logo must be used to brand all documentation and collateral produced (print and electronic) relating to the organisation, as well as all promotional material and apparel.

The strapline is a critical part of the logo in that it describes who we are and what we do. The strapline always appears as part of the logo, with the following exceptions:

HALF LOGO The logo should never be used in such a small format that the strapline becomes illegible. If a very small format is required rather use the half version available. The half logo should also be used on promotional material, where embroidery or screen printing is too small to make the strap line legible. This version features just the sable icon and “WESSA” typography and excludes the separator line and strapline.

ICON ONLY This version of the logo may be used on promotional items where the full or half logo would be too obvious and out of place or where a more discreet branding is required, e.g. on lapel pins.

Individual project logos (e.g. FEE programme logos, EnviroKids logo. WESSA Green Coast logo) must always be used in conjunction with the full WESSA logo, and not as stand-alone logos.

WHAT WE

LOOK LIKE

LOGO APPLICATION

THE LOGO IS BLACK (ICON, NAME & STRAPLINE) AND WHITE (SABLE’S NOSE) THE LOGO IS NOT TO BE REPRESENTED IN ANY OTHER COLOURS The exception is where special commemorative logos are produced by Marketing & Communications. With prior approval from the WESSA Marketing leeway may be given for self-stitched colours to be used on appropriate branded apparel where it is deemed more fitting, e.g. beige embroidery on a beige cap. Certain marketing materials may be produced using a watermark version of the logo. Logos are provided in many formats and these should cover all your needs. Please note the logo does not have a white surround/background. Images in .jpg format have a white background so this format should only be used when printing on white paper stock or in electronic documents with a white background. If you are using the logo on a coloured background then select one of the logos saved in the .gif or .png image format where the logo background colour is transparent. The Sable’s nose should, wherever possible, remain white. If the logo is used on a dark background on which the black text is difficult to read then use a reversed out version of the logo which will invert it so the text and graphic will appear white.

NB: BE VERY CAREFUL WHEN RESIZING THE LOGO TO AVOID DISTORTION Only the four outer handles (corners) of the logo should ever be used when scaling logos up or down. Using the inner handles will distort the proportions. The top icon (sable head) should always appear as a complete circle, not oblong.

WHAT WE

LOOK LIKE

LOGO APPLICATION

LOGO SPACE

Always allow some breathing space around the WESSA logo. This space should be equivalent, at least, to the height of the “WESSA” typography in the logo (indicated by the red arrow) and the same space should be allowed on the top, bottom, left and right of the logo (indicated by the green arrows).

Please do not hesitate to contact WESSA Marketing & Communications at communications@wessa.co.za should you have any questions regarding logo usage, or if you require the logo in other image formats such as PDF, AI, GIF, PNG or reversed out.

WHAT WE

LOOK LIKE

OTHER WESSA LOGOS

WESSA BUSINESS MEMBER LOGOS

The WESSA Business Member logos are only for use by paid up WESSA Business Members (all five categories). Note: WESSA does not endorse products but we do acknowledge where people support the work we are doing.

FRIENDS GROUP AND AFFILIATE LOGOS

The WESSA Friends Group and Affiliates logo are only for use by paid up WESSA Friends Groups and Affiliates.

WHAT WE

LOOK LIKE

OTHER WESSA LOGOS

WESSA GREEN COAST LOGO

Green: R126 G190 B66 / C50 M0 Y85 K0 Blue: R0 G154 B175 / C80 M10 Y25 K0

ENVIROKIDS LOGO

WHAT WE

LOOK LIKE

OTHER WESSA LOGOS

WESSA EDUCATION CENTRE LOGOS

The sable icon, “WESSA” typography and separator line is black and the sable’s nose is white. The Education Centre name typography is orange for uMngeni Valley, blue for Treasure Beach, green for Twinstreams and yellow for Bush Pigs(see colour codes below). The logo is also available in monotone and reverse (white).

Yellow: R247 G181 B42 / C2 M31 Y94 K10

Blue: R113 G153 B189 / C63 M22 Y9 K10

Orange: R211 G113 B28 / C0 M65 Y100 K0

Green: R141 G169 B89 / C49 M19 Y83 K1

IMPORTANT INFORMATION REGARDING ALL OTHER WESSA LOGOS

Always allow breathing space around the logo. This space should be equivalent, at least, to the height of the “WESSA” typography in the logo and the same space should be allowed on the top, bottom, left and right of the logo. As per the main brand WESSA logo, the education centre logos do not have a white surround/background. Images in JPG format have a white background so this format should only be used when printing on white paper stock or in electronic documents with a white background. If you are using the logo on a coloured background, use the PNG image format which has a transparent background. If the logo is used on a dark background on which the black text is difficult to read, request to use the reversed out version of the logo in which the text and icon appear white.

WHAT WE

LOOK LIKE

LETTERHEADS L TTERHEADS

ONE STANDARD LETTERHEAD FORMAT IS TO BE USED THROUGHOUT THE ORGANISATION

The letterhead should only be used for official WESSA communications. Any changes to the letterhead template require approval from the CEO.

The letterhead is updated from time to time to reflect changes to Board/Directors information in the footer. The most up to date version of the letterhead may always be found on Sharepoint.

The continuation page features only the logo, positioned in the top right hand corner.

The letter body copy font is Calibri, 11 point, black, left aligned.

WHAT WE

LOOK LIKE

LETTERHEADS

INCLUSION OF PROJECT LOGOS ON LETTERHEAD

If necessary, the FEE programme or EnviroKids logos may be included on the WESSA letterhead. The logo size should not be greater than 2/3 of the WESSA logo size and should be inserted in the footer, right aligned, above the Board/Directors information.

WHAT WE

LOOK LIKE

EMAIL

SIGNATURES FOR EVERYDAY EMAIL COMMUNICATIONS

Standardised signatures are created and customised for each member of staff by Marketing and IT. The design echoes the WESSA business card design. No other email signatures are to be used.

See an example of the signature layout below.

WHAT WE

LOOK LIKE

BUSINESS CARDS

ONE STANDARD BUSINESS CARD FORMAT IS TO BE USED THROUGHOUT THE ORGANISATION

The print on the front of the card reflect one of our 3 primary corporate colours, while the back has one design. Where staff are working full time on one particular project, the project logo may be incorporated onto the front of the card, in colour. The project logo size should not be greater than 2/3 of the WESSA logo size. The inclusion of cell phone numbers and Skype addresses are optional or job dependent. Business cards are to be printed on recycled white card paper stock. Please contact WESSA Marketing for the business card artwork required for printer. NOTE: only the contact information (and possible project logo) on the front of the card may be customised and the presentation of this information must be as indicated on the official artwork e.g. fonts, position, leading and kerning.

WHAT WE

LOOK LIKE

POWERPOINT PRESENTATIONS

ONE TEMPLATE HAS BEEN CREATED FOR YOUR USE Developed with our Primary Blue Corporate colour.

The template is available from WESSA Marketing and is available on Sharepoint.

Front page options:

Content pages and back page:

WHAT WE

LOOK LIKE

WESSA Marketing & Communications holds a large selection of images which are freely available for staff to use in presentations, project proposals and slide shows.

Staff are encouraged to assist with populating the image selection with photos from their project work. Please submit good quality, well captioned, hi resolution images to communications@wessa.co.za

A presentation with guidelines on how to capture the best photos from your project is available from Marketing to share with your team.

If WESSA images are used on any third party sites, documents or social media please remember to credit the images as: © WESSA

IMAGE

LIBRARY

It is important that all staff and volunteers understand and adhere to the guidelines contained in this document.

All marketing promotional materials must be approved by WESSA Marketing & Communications before going into production and circulation.

Please contact WESSA Marketing and Communications should you have any queries.

Ntando Dlungwane

087 354 9072 ext 1011 087 354 9072 ext 1008

Sarah Alcock

CONCLUSION