Brand Guidelines
Introduction
About Our Brand
The Logo Applications
Spacing & Sizing (With Tagline)
Spacing & Sizing (Without Tagline)
Logo and Tagline Lock-up
With/Without Tagline Logo Use
Colours
Incorrect Use
Discontinued
Introduction
What is this manual for?
A strong brand is one of the most valuable assets an organisation owns. In our Brand Guidelines, you will find our visual identity standards. We have defined them so that we all present Open Learning Group in the same way.
Our duty as brand keepers is to protect, support, and communicate our brand clearly and consistently in everything we say and do. By following these guidelines, you will help Open Learning Group establish a consistent look and feel-a brand that is easily recognisable and entirely ours. You will help South Africans and our international audience to get to know us while they discover our mission.
open learning group
Brands are built over time. And over time, we will measure our brand's success by aligning people's communications and experiences with our brand. Let's set a course for success.
About Our Brand
We are committed to making a real difference in helping individuals to realise their career dreams and contributing to a better-skilled Africa by offering and supporting quality distance learning qualifications.
Open Learning Group is an accredited Private Higher Education Institution (PHEI), established in 1997. Open Learning Group is committed to making a real difference in helping individuals to realise their career aspirations and, in doing so, contributing to a better-skilled Africa.
We deliver our qualifications through an online learning model, and learnerships, skills programmes and short learning programmes through contact sessions.
Our Vision
To be the leading provider of independent, employable, entrepreneurial thinkers who create personal and economic value for themselves and for society.
Our Mission
To be an innovative, industry-lead learning partner providing accessible, market-responsive, quality, accredited qualifications in Further Education and in Higher Education.
Our Values
The following principles guide our attitudes and behaviour:
Leadership and Entrepreneurial Spirit
We see ourselves as co-owners of this business. We take the lead and create value for ALL. We consistently seek out new revenue streams.
Teamwork and Collaboration
We grow and celebrate together.
We have a need for accountability by the business and the individual. We share our knowledge and expertise through coaching and mentoring. We believe in servant leadership.
Be Passionate
We are passionate about the impact we make through education. We align our purpose with the vision of the business. We remain passionate about the growth of the business and our contribution to society.
Transformation, Innovation and Doing Everything with Excellence.
We believe in making a meaningful contribution and serving with excellence. We always seek new and better ways of doing business and are project driven. We remain accessible to our internal and external stakeholders.
Act with Integrity, Respect, and Care
We believe in doing the right thing even when no-one is watching. We are accountable to our clients, regulators, and internal stakeholders. We perpetuate a respectful and caring culture.
The Logo
Our logo represents everything we stand for. It is what makes people recognise, respect and respond to us. For this reason, it must never vary.
Our logo consists of three components: our symbol, our wordmark and our tagline.
SYMBOL WORDMARK
open learning group
CONNECT LEARN ADVANCE
The Logo
Applications
Our logo can be applied in three different ways, depending on the requirements and restrictions of a particular piece of communication.
It is important to choose the correct application for your platform and design. To ensure consistency and reduce reputational risk, you should never try to recreate or alter the logo.
open learning group
Primary Application
Landscape
The primary application is preferred, since it best represents our brand identity.
open learning group
Secondary Application
Portrait
The secondary application is used for portrait applications where space and formatting is narrow and there are width restrictions.
Tertiary Application
Circular
In rare cases, the tertiary application may be used. Please obtain the Branding team’s prior written approval.
CONNECT LEARN ADVANCE
CONNECT LEARN ADVANCE
The Logo
Spacing & Sizing (With Tagline)
All together
Since the logo is an integral whole, no single component should be used alone. The symbol and the tagline are exceptions to this rule, but should only be used as an additional graphic element when the logo is also present.
Clear space
Always maintain a clear space around the wordmark, symbol, and tagline to protect the logo from distracting graphics or typography.
For the logo with tagline, measure clear space by the height of the “o” in “open” for vertical and horizontal space.
For the symbol, measure clear space by one fourth of the height of the symbol.
Never allow typography or other elements to “invade” the wordmark, symbol, or tagline.
The Open Learning Group logo with tagline reproduces well at most standard sizes. Going too small, however, can damage the logo’s integrity and effectiveness.
Never reproduce the logo with tagline smaller than 4.5cm wide for print and 120px wide for digital, measured horizontally from the left side edge of the symbol to the right side edge of the “g” in learning.
open learning group
CONNECT LEARN ADVANCE
The Logo
Spacing & Sizing (Without Tagline)
All together
Since the logo is an integral whole, no single component should be used alone. The symbol is the only exception to this rule, but should only be used as an additional graphic element when the logo is also present.
Clear space
Always maintain a clear space around the wordmark and symbol to protect the logo from distracting graphics or typography.
For the logo without tagline, measure clear space by the height of the “o” in “open” for vertical and horizontal space.
For the symbol, measure clear space by one fourth of the height of the symbol.
Never allow typography or other elements to “invade” the wordmark or symbol.
The Open Learning Group logo without tagline reproduces well at most standard sizes. Going too small, however, can damage the logo’s integrity and effectiveness.
Never reproduce the logo smaller than 3.5cm wide for print and 98px wide for digital, measured horizontally from the left side edge of the symbol to the right side edge of the “g” in learning.
The Logo
Logo and Tagline Lock-up
Our tagline represents our commitment to advancing new ideas in a global community, promoting enduring knowledge, and pursuing our mission to be “an innovative, industry-lead learning partner providing accessible, market-responsive, quality, accredited qualifications in Further Education and Higher Education.”
When our tagline appears with the logo, the two elements are called the logo and tagline lock-up. This means that they are locked into a specific relationship with one another and form a unit. The elements may not be rearranged, or the relationship altered to change the logo’s graphic integrity.
open learning group
In certain instances, the tagline may be used independently of the logo. Examples include usage on banners and outdoor billboards. Independent Tagline
ADVANCE
The tagline must be displayed with the proper angle and exclusion zones as shown above.
The size of the “C” in “CONNECT” represents the recommended exclusion zone.
Please follow the guidelines on page 11 for colour applications.
CONNECT LEARN ADVANCE
With/Without Tagline Logo Use The Logo
Where the full logo with the tagline cannot be used (e.g, smaller than 4.5cm width application), the logo without the tagline will be applied. However, using our logo with the tagline always remains first choice.
Logo With Tagline
Our official corporate logo includes the tagline. This version should be used wherever possible, unless there are space constraints in the design, content, or platform.
Logo Without Tagline
In a digital-first world, communicating clearly and concisely is the top priority. Using our logo without the tagline will help facilitate this if there are space constraints.
Circular
As mentioned earlier, the circular application is reserved for rare cases only. It includes the tagline at all times.
Colours The Logo
Logo Colour
Our logo should be represented in its original colour combination. These values should never be altered.
In reproducing colours for print, recognise the recommended mixes herein as a starting point—proof against a printed PANTONE® chip and adjust mixes for the best match.
OLG Blue (PANTONE 801 C)
C: 87 M: 27 Y: 0 K: 0
R: 0 G: 146 B: 212
#0092D4
OLG Purple (PANTONE 2726 C)
C: 72 M: 70 Y: 0 K:0
R: 100 G: 85 B: 249
#6455F9
There are four ways in which the colour of our identity can be varied:
1. Full colour on white
2. Full colour reversed on black
3. Single colour white logo
4. Single colour black logo.
The logo application is preferred on a white or black background (1 and 2). The black and white versions (3 and 4) can be used if the entire artwork is being produced in black and white.
OLG Orange (PANTONE 130 C)
C: 0 M: 37 Y: 100 K: 0
R: 254 G: 172 B: 4
#FEAC04
OLG Red (PANTONE Bright Red C)
C: 0 M: 93 Y: 97 K: 0 R: 255 G: 46 B: 26
#FF2E1A
OLG Rich Black (PANTONE Black C)
C: 75 M: 68 Y: 67 K: 90
R: 0 G: 0 B: 0
#000000
open learning group
LEARN ADVANCE
CONNECT LEARN ADVANCE open learning group
open learning group
CONNECT LEARN ADVANCE
open learning group
CONNECT LEARN ADVANCE
CONNECT
Colours The Logo
Logo dos and don’ts
Applying
Incorrect Use The Logo
If we use our logo incorrectly, we comprise its integrity and effectiveness, which, in turn, compromises our institution's reputation.
Do not use the wordmark without the icon
Do not tilt the logo
Do not warp the logo
Do not place the logo in holding shapes
Do not stack the logo
Do not change the placement of the symbol and wordmark
Do not adjust the spacing between the symbol and wordmark
Do not repeat the symbol and alter its placement compared to the wordmark
Do not change the wordmark to uppercase
CONNECT LEARN ADVANCE
Discontinued The Logo
•
• We are saying “hello!” to a friend who is enjoying a professional makeover.
Discontinue using the Open Learning Group logo/tagline treatments on this page.
Discontinue using any other Open Learning Group logo/tagline treatments not approved or shown on page 7.
By discontinuing the use of non-approved logo/tagline treatments we simplify our current identity system. What does this mean for us?
A smoother, faster, and easier transition to our new brand.
The Basic Building Blocks
Our core colours embody where the Open Learning Group is today and where we are going.
Typeface is an essential aspect of our brand identity. The typeface usage examples on the following pages should be followed to ensure all of our communications appear consistent and do not conflict with other style elements in these guidelines.
Our tone of voice and messaging both embodies and expresses the Open Learning Group’s brand personality and core values through the words we use in communicating with our audience.
Photography is one of our most influential brand assets. Whether pulling from a stock library or commissioning a photo shoot, high quality photos are critical to creating genuine and authentic communications. Please follow our guidelines.
The Basic Building Blocks
Our Core Colours
Primary Colours
Colours should dominate every piece you create. Our new colour palette is bright and fresh, to convey a welcoming and energised Open Learning Group.
Only use the Open Learning Group official colours shown on this page.
OLG Blue (PANTONE 801 C)
C: 87 M: 27 Y: 0 K: 0
R: 0 G: 146 B: 212 #0092D4
OLG Purple (PANTONE 2726 C)
C: 72 M: 70 Y: 0 K:0
R: 100 G: 85 B: 249 #6455F9
OLG Rich Black (PANTONE Black C)
C: 75 M: 68 Y: 67 K: 90
R: 0 G: 0 B: 0 #000000
OLG Orange (PANTONE 130 C)
C: 0 M: 37 Y: 100 K: 0
R: 254 G: 172 B: 4 #FEAC04
Colour Matching
Although visual differences in printing can’t be eliminated completely, they can be minimised. In reproducing Open Learning Group for print and/or on-screen viewing, the recommended mixes herein serve as a starting point. Proof against a printed PANTONE® chip, adjusting mixes for best match.
Remember
• •
The appearance of our brand colours will differ from spot-colour to a four-colour process.
OLG Red (PANTONE Bright Red C)
C: 0 M: 93 Y: 97 K: 0
R: 255 G: 46 B: 26 #FF2E1A
Always minimise visual differences by matching to PANTONE® colour swatches.
• • There will be slight colour variances when printing on different paper stocks.
Ask the printer to adjust the four-colour process formula to the paper (and other printing conditions).
The Basic Building Blocks
Our Core Colours
Secondary Colours
Use secondary colours in combination with our primary colours when it is strictly necessary (e.g., to design an advert for print). These colours certainly add depth, but use them sparingly, please.
OLG Dark Blue (PANTONE 2728 C)
C: 87 M: 72 Y: 0 K: 0
R: 0 G: 78 B: 216 #004ed8
OLG Yellow (PANTONE Yellow 012 C)
C: 0 M: 14 Y: 100 K: 0
R: 255 G: 212 B: 0 #ffd400
OLG Green (PANTONE 368 C)
C: 57 M: 0 Y: 100 K: 0
R: 117 G: 203 B: 1 #75cb01
OLG Gray (PANTONE Cool Gray 1 C)
C: 9 M: 7 Y: 8 K: 0
R: 228 G: 227 B: 226 #E4E3E2
Remember
! The appearance of our brand colours will differ from spot-colour to a four-colour process.
• •
Always minimise visual differences by matching to PANTONE® colour swatches.
•
• There will be slight colour variances when printing on different paper stocks.
Ask the printer to adjust the four-colour process formula to the paper (and other printing conditions).
The Basic Building Blocks
When used correctly, typography can convey image and feeling every bit as much - and sometimes more - than simple graphics. We have selected a type family that gives Open Learning Group a professional and clear voice: Gotham. It is contemporary, legible, and flexible enough to use at any size.
Our Typeface Gotham abcdefghijklmn
Gotham is our primary typeface. Gotham should be used in all communication materials. Use type size and weight to establish a clear hierarchy of information. Do not substitute any other typeface for Gotham.
For desktop
Whenever possible, use Gotham for desktop applications in a nongraphical artwork environment such as Microsoft Word and PowerPoint.
Use Gotham for graphics, buttons and banners in Web portals, microsites, and other desktop-based environments.
The Basic Building Blocks
Our Typeface
Gotham Light (Print only)
Gotham Light Italic
Gotham Book
Gotham Book Italic
BODY COPY
Gotham Bold
Gotham Bold Italic
Gotham Black
Gotham Black Italic
HEADINGS & SUBHEADINGS
Guidelines
In print
Use Gotham Bold or Gotham Black for headings and subheadings or any content that needs special attention. Gotham Book (preferred) and Gotham Light may be used for body text, but it’s recommended to stick to one once you have made a choice for visual stability. Subheads, sidebars, and callouts can be typeset at your discretion.
On screen
Gotham Bold or Gotham Black should be used for headings and Gotham Book may be used for paragraph text. Please avoid the light-weight styles of Gotham as they have legibility issues on screen.
Visit typography.com/fonts/gotham/how-to-use for the full typeface guidelines.
Our Typeface The Basic Building Blocks (Cont.)
How To Use Type
Think of the most powerful brands you know. Now think of how identifiable their typography and branding elements are. On a billboard?
Glimpsed through the corner of your eye on someone’s desk? We see the brands even before we read the message.
Sticking to the approved families of Gotham exclusively gives us, over time, ownership of the look and feel the typeface contributes to our branding efforts.
Developing creative for Open Learning Group?
Whether you are a graphic designer or working with one, using Gotham is the hallmark of a true brand champion.
Not working on a graphic (e.g., buttons and banners)? Please use Helvetica for non-graphic desktop applications.
Download the approved Gotham core typeface at: myfonts.com/collections/ gotham-font-hoefler-and-co
Dos and Don’ts of Typeface Usage:
Do always set type in a combination of uppercase and lowercase.
Do use only approved colours, or colours that are easily read in type.
Do use only the approved Open Learning Group typefaces.
Do avoid using all uppercase; we don't want to shout.
Don’t use special effects, such as drop shadow, that compromise legibility.
Don’t change kerning (space between letters) when setting headings or body copy.
Don’t distort the typefaces (e.g., expand, condense, or modify the letterforms).
Don’t substitute other typefaces.
Please adhere closely to these guidelines when using the Gotham typeface.
Note: Some natural distortion of type is inevitable when used in a photo or illustration. Please maintain the overall integrity of the typeface – always.
Our Typeface The Basic Building Blocks (Cont.)
Preferred Casing
Uppercase and lowercase styling in headings and call outs support our brand warmth and friendliness. Please do not use Gotham in all uppercase, with the optional exception of headings for advertising purposes, limiting these to 40 characters including spaces. Upper and lowercase styling is always preferred.
Always be consistent in the typographic style you use for a particular Open Learning Group service or business unit. It’s the best way to create, over time, a distinctive and recognisable voice for Open Learning Group.
Headings and Subheadings, Body Copy and Legal Copy
Gotham Black should be used for Headings, Titles, Subheadings and/or callout text.
Gotham Book should be used for standard body copy (text).
Gotham Book should be used for legal copy (text).
If the preferred typeface does not fit the particular theme, style or design of your collateral, select an alternate typeface consistent with these guidelines.
Typeface Colour
Printing:
CMYK printing: Black 100K (C: 0 M: 0 Y: 0 K: 100)
PANTONE® printing: PANTONE® Black C.
Digital:
RGB: R: 0 G: 0 B: 0
HEX(#): #000000
C: 0 M: 0 Y: 0 K: 100
PANTONE® Black C
R: 0 G: 0 B: 0 #000000
Our Typeface The Basic Building Blocks (Cont.)
HEADLINE GOES HERE
find the right logistics and supply chain course
Find the right logistics and supply chain course
Text alignment headline goes here.
Find the right logistics and supply chain course
Delignam aut que consequ iatecea conem aut enis ut aligenis earum estiore pudandi tibus et ditium vidus ab inullaborit, que ent restinv erchilic te nobit alis evelent venieni moluptatur sa dolorit occaerumque que
Lorep erumque volupta net idessim oluptatio et pratur aliandi temporum sin ne seque et ut ut repudaest eature henis quaest, tem quodi blam eum re voluptas moluptatis essimaximus quae laceate aut.
Qui velestiore omnim aut facepudandis doluptat magnim quo maxim es volenem porissi il mo omnime optatempo rum laborpo rrumquatem iduci rerumquasit et faciunt eni hilit laborecto vel ium haribea nonestione in nimus, simus nus desequias dolut aut doluptae quo eni
Headline
Gotham Black
Sentence-case / Uppercase
Leading: 94% of the point size
Tracking: 0
Body Copy Level 1 & Level 2
Gotham Book
Sentence-case / Uppercase
Leading: 1.12% of the point size
Tracking: 0
Our Typeface The Basic Building Blocks (Cont.)
Positioning copy within your layout
The main elements of Open Learning Group Brand Design at a glance:
Headings and Subheading(s) appear in the visual.
Full-format style applies to all promotional print media and all online and mobile advertising.
The logo (preferably with tagline) appears in the visuals.
Headings:
Headline and subheading form a single entity.
The headline is preferably creative while the subheading descriptively features the description of the campaign in question. The use of a subheading is optional.
The positioning of the headline and subheading is vertically variable. The entity can be positioned flush left or flush right.
The preferred position of headline / subheading is at the top left-hand format edge.
The existing version with body copy and priority label is omitted in above-the-line communication. The legal disclaimer appears at the bottom edge of the visual as far as possible.
Balance proportions between headline / subheading and other visual elements.
Text block can be shifted flexibly.
The recommended positioning is at the top left within the visual area. The white space is used to provide sufficient space for body copy with important information. The text elements are subject to a clear yet flexible layout principle.
Text hierarchy 1 (heading and subheading) = blue,
Text hierarchy 2 (body copy) = purple,
Text hierarchy 3 (legal copy) = yellow.
Our Typeface The Basic Building Blocks (Cont.)
The Basic Building Blocks
Tone of Voice and Messaging
Good communication involves creating a dialogue and building relationships with people. To do this effectively, you should think about who our audience are, as this will help you to engage with them. Most of all, you should remember that how we sound in telling our story also must remain faithful to our brand.
Primary Stakeholders
Our primary stakeholders receive information through Open Learning Group Media and Communications Department: Open Learning Group's students, employees, board, media and education-related entities, and companies who want to develop employees professionally through quality and accredited programmes.
Secondary Stakeholders
The general public who receives information from Open Learning Group’s website, news releases, public outreach campaign materials, digital, and social media.
It is important to use respectful, clear and easy-to-understand language for all audiences. Avoid jargon. This includes minimising the use of acronyms and technical terms.
Photography The Basic Building Blocks
Bringing the Open Learning Group to life
Our communications frequently contain visual elements and should embody the message of the communication with simple, uncluttered, and relevant images. Do not use unauthorised clip art and other “stock” images. This includes images found online. Photographs should be warm, real, authentic and candid. In addition, images should reinforce our personality as an approachable, positive, assured, focused and decisive institution.
Rights-Use
All artwork not obtained through the Open Learning Group’s authorised representatives (including illustrations, photography and design elements) must have written permission/licensing to be used (emailed approval is acceptable).
Tips and Techniques
Before selecting an image, ask yourself the following questions:
Does this image feel natural and shot somewhere other than a studio?
Is this image full-colour and free of any treatment? Does the image feel unique and not like a stock photo? If present, is the Open Learning Group logo visible, and clear and in-focus? Is the background free of unsightly clutter?
Technical Treatment
Colours and hues to avoid: Minimise the use of filters, avoid using sepia photographs. Use full-colour pictures whenever possible. Do not add colour treatments over the images.
Lighting: For outdoor pictures, please try to use natural light as much as possible. Always treat skin complexions as natural and warm. Avoid photos with “burnt” whites and deep shadows.
Lens: Do not use pictures taken with fisheye lenses because pictures of this kind have an extremely distorted perspective.
Photography The Basic Building Blocks
Selecting Company-Related Imagery:
The images on this page demonstrate photographs that are within brand, from our authorised library. They offer good composition and perspective, and they capture the energy of our institution.
Note: Do not use unauthorised “stock” images. This includes images found online.
Pick the right resolution for your medium. We recommend:
• 72 dpi for web
• 100-150 dpi for newsprint
• 300 dpi for full-colour
• print reproductions.
The Basic Building Blocks
Note: Do not use unauthorised “stock” images. This includes images found online.
Brand Applications
Consistency in our corporate communications is important to our professional look and feel. These templates are our standard - It is our duty to follow them.
The following pages offer examples of ways the Open Learning Group brand can be brought to life. Please note that these are for illustrative purposes only.
Stationery Brand Applications
Stationery
Email Signature
Brochure Cover Brand Applications
PowerPoint Presentation
Corporate Folder Brand Applications
Signage - Outdoors
Signage - Indoors
Branded Articles & Corporate Wear
Branded Articles & Corporate Wear
The Sidebars Brand Applications
•
•
•
•
•
•
•
Please use the following full-colour values on printed collateral:
CMYK printing: Use the CMYK official colour values shown on page 12.
PANTONE printing: Use the PANTONE® official colour values shown on page 12.
Please use the following colour values on digital applications:
• Full-Colour Sidebars Application
RGB: Use the RGB official colour values shown on page 12.
HEX(#): Use the HEX(#) official colour values shown on page 12.
Grey Sidebar Application
Please use the following gray colour values on printed collateral:
CMYK printing: OLG Gray - C: 9 M: 7 Y: 8 K: 0
PANTONE® printing: Use PANTONE® Cool Gray 1 C.
Please use the following colour values on digital applications:
RGB: 228 227 226
HEX(#): #E4E3E2
The sidebars should never be applied horizontally.
Landscape orientation (applicable to sizes proportional to A4)
The pattern comprises four icons stacked vertically and cut using the icon's lowest segment as the page's right edge.
Portrait orientation (applicable to sizes proportional to A4)
The pattern comprises six icons stacked vertically and cut using the icon's lowest segment as the page's right edge.
The width of the left colour bar should be 1cm for A4 size and decrease or increase proportionally. The minimum width allowed is 5mm, and the colour bar should only use the five colours in the primary palette, where the first four are proportional in height.
The Pattern Brand Applications
We have patterns for use in your documents.
Patterns should be used selectively and without visual conflict. They should add visual impact to your layout and subtly reinforce the brand by interestingly showcasing brand colours and recognisable elements. Choosing the correct pattern can make your material look distinct and strengthen the tone of your communication.
Patterns can be used monochromatically as subtle textures (e.g. a divider slide in a presentation, the inside of a tent card, speciality merchandise, environmental graphics, a high-impact graphic spread or in place of an image or header in collateral.)
Best Practices
•
•
• • • The min width of each icon should be 19mm or 54 pixels wide.
Avoid layering text directly over the busy areas of the patterns.
Avoid using multiple patterns on the same page. Playing with the pattern’s scale or crop can impact their effect on your layout. Adjusting colour and stroke lines within the pattern is not recommended.
