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Brand Guidelines Zafco


Contents Introduction Zafco Way of Life Zafco - The Brand Section 1 The Zafco Mark Section 2 Identity & Exclusion Zones Section 3 Stationery Section 4 Corporate Colours Section 5 Design Grids & Visual Language Section 6 Typography Section 7 External Usage Section 8 Extra Elements Section 9 Copyright sign-off


Introduction The Zafco brand represents integrity, solidity and trust based on a set of core values that endear us to our customers. Therefore it is absolutely essential that the Zafco identity be presented in a consistent manner across all communication channels in order to preserve and enhance the brand image. With this in mind, we have created a set of core guidelines that sets the platform for a strong communication programme and ensures all parts of the brand present themselves instantly and recognizably as Zafco. The purpose of these guidelines is to see that the integrity and consistency of the brand identity is maintained across all elements, at all times. The standards contained within this document show how to apply the guidelines within a design framework for print, display, multimedia and corporate communication requirements. They also provide information for the most commonly used materials, but cannot cover every eventuality. These guidelines have been designed to address the majority of applications to which the Zafco brand identity is applied and have been made as flexible and adaptable as possible. As such, they should be followed diligently at all times.

In the event of there being any doubt about how the brand identity should be reproduced in a particular application, please contact the brand custodians at Zafco. If possible, email or fax an example of the design you are considering and they will supply you with the advice you need. It is in your interests to gain brand custodian’s approval. Should any material appear that conflicts with these Brand Identity Guidelines, you may be required to destroy the material concerned and reproduce it again in the correct manner. For further information, please contact; Ms. Rashmi Bohla Sr. Vice President Sales T :+971 4 886 2700 D: +971 4 807 3503 C :+971 50 624 0234 F: +971 4 886 2701 E-mail: rashmi@zafco.com


Zafco Way of Life Core Principles and Beliefs a)

Do the right thing in life, no matter what.

b)

Change always leads to a better outcome, whether in business or life. Change is difficult at first, messy in the middle, but beautiful in the end.

c)

Decision-making is a process that pays no heed to caste, race, colour or culture.

d)

Patience has a very special significance. Be patient about people’s performance, and patient about the unexpected future that lies ahead.

e)

Life is not always about first impressions; we should always like a person unconditionally at the first meeting, and if later, this person in some way disappoints us, our decision should be based on logic rather than sentiment.

f)

Never judge other people, especially when they are under pressure or stressed. Judging others is the worst thing we can do to another human being, as we can also be judged so easily.

g)

Success should be measured by efforts and not the result.

h)

It is intention and hard work that truly counts and results are just the outcome that often depend as much on chance as anything else.

i)

The best people are those that work the hardest to achieve.

j)

Develop the ability to forgive. As human beings, we are inherently weak. We make many mistakes as we travel through life, and need forgiveness from each other, from ourselves, and most importantly, from God.

k)

Express gratitude in every aspect of your behavior. It is our actions that truly reflect our gratitude, not our mere utterance of words.

l)

Responsibility and freedom are not mutually exclusive. If you seek freedom, any action that you take is of your own doing. Freedom IS responsibility.

m)

Be flexible in your ability shift perspectives.


Zafco Way of Life Core Values Dealing with our Suppliers, Vendors and Service Providers: a)

We will pay all our suppliers on time. Meeting our commitments to people is more valuable than making a fortune.

b)

We will notify our suppliers of any errors or omissions immediately, whether it is in our favor or not. We will conduct business with dignity and honesty and the only way we can differentiate ourselves from those who do not is by upholding our values.

c)

Regardless of any disputes over financial claims with our suppliers, we will keep our commitments. We should pay our payables in time and then seek any claims or settlements in due course.

d)

Once we commit, we will fulfill our contracts and pay them in time .There will be no exceptions. Our word is our bond and if people cannot trust our words, we are not worth anything.

e)

Professionalism, honesty, humility, and respect should always be practiced in dealing with our suppliers through verbal or written communications, especially in the case of disputes and misunderstanding. Our communication should refrain from any unethical or immoral language. We protest professionally, settle our commitments, and walk away.

f)

Anybody visiting us should be treated with the utmost respect and dignity, no matter how we were treated by them in the past. We should be gentle and hospitable to them and we should not depart from our values, not even in the treatment of our enemies.


Zafco Way of Life Core Values Dealing with our Customers: a)

Our customers are our lifelines. Their business brings our bread and butter. Never take them for granted or feel they depend on us, and show gratitude for being chosen as their vendors.

b)

Professionalism, humility and respect should always be practiced in dealing with our customers through verbal or written communications, especially in the case of disputes and misunderstanding. Our communication should refrain from any unethical or immoral language. We protest professionally, settle our commitments and walk away.

c)

A customer should be treated with respect and politeness at all times, regardless of how aggressive or unreasonable he might appear. We will conduct business with dignity and honesty and the only way we can differentiate ourselves from those who do not is by upholding our values.

d)

When we promise, we make sure we deliver. There will be no exceptions. Our word is our bond and if people cannot trust our words, we are not worth anything.

e)

Giving back what is due to our customers is to be practiced under any circumstances, whether it was communicated to them or not. If it does not belong to us, we give it back. It should not be used to any of our advantage and such proceeding should not be treated as our profit.

f)

Claims against warranties should be adjusted as per the SLA promised to customers unconditionally, even if the claimer is no longer our customer.


Zafco Way of Life Core Values Dealing with our own People and Teams:

a)

When somebody agrees to work for us, they are not just associating their trust with us but also their future. Let us treat them the way we want to be treated.

b)

If our DR fails, we should take it as our failure irrespective of what the organization thinks about it. We will take ownership of our teams and people.

c)

Trusting our own people is what makes us a team. In case of a disagreement, let us give our people the benefit of the doubt. We should not subject or treat them based on rumors, but concrete facts only.

d)

Our employees and our team are our responsibilities. In case of their genuine demand or circumstances, let us fight for them like you would want your superiors to fight for your rights. If the manual fails to address the issues, let us escalate the matter to the next level and try to offer a solution to the employee rather than giving them possibly avoidable disappointment.

e)

In case of separation, we will not hold whatever dues that the agreed employment contract has declared. We will give what is rightfully theirs without any conditions attached.

f)

We discourage any form of discrimination whether it is based on nationality, ethnicity, gender or race. At Zafco, everyone is treated as equal.

g)

Practice of religion is an individual and human right, and is freely allowed irrespective of the faith one belongs to. We will always respect another’s faith as we expect others to respect ours.


Zafco the Brand Brand Vision Brand Values Brand Attributes Brand Personality Brand Essence


Zafco the Brand Brand Vision

Brand Values

Zafco will constantly seek progressive opprtunities based not just on profit making potential, but also with the aim of benefitting the community as a whole.

Zafco will provide world-class products backed by customer-centric services with superior performance and better value than can be offered by the competition.

We will actively partner with, employ, and develop the brightest talents from across the world and utilise best-in-class management practises and systems. We will always act both professionally and honourably to ensure that our stakeholders and customers reward us with their loyalty, can be proud of our success and be happy to share in it.


Zafco the Brand Brand Attributes

Brand Personality

• Socially responsible • Performance driven • Successful • Opportunistic • Prudent

• Energetic • Solid • Trustworthy • Positive • Imaginative • Creative • Visionary


Zafco the Brand Brand Essence The Zafco brand identity is a distinctive element that reflects the personality and image of the brand to the world at large. Everything we stand for at Zafco is encapsulated in our brand identity. To achieve maximum effectiveness, it is extremely vital that the portrayal of the identity is uniform and consistent across all touch points, premises, literature and other elements at all times.


ection 1

The Zafco Mark 1.1 The Zafco Brand Mark 1.2 The Zafco Brand Mark - Dimensions


1.1.1 The Zafco Brand Mark

Zafco is positioned as the focal point within the identity, presented on the Zafco platform and crowned by the Zafco symbol. The Zafco identity consists of two elements as shown in Figure 1: a - the Zafco symbol b - the Zafco word marque Original artwork should always be used to reproduce the identity. Please use the identity artwork provided on the enclosed CD.

a

b


1.1.2 The Zafco Brand Mark - Monochrome

This is the monochrome rendition of the Zafco logo that can be used in all black & white applications. Original artwork should always be used to reproduce the identity. Please use the identity artwork provided on the enclosed CD.

a

b


1.2.1 The Zafco Brand Mark - Dimensions (Horizontal Version)


1.2.2 The Zafco Brand Mark - Dimensions with Baseline (Horizontal Version)


1.2.3 The Zafco Brand Mark - Dimensions (Stacked Version)

3.62 unit

1.7 unit

1.16 unit

1 unit

7.37 unit


1.2.4 The Zafco Brand Mark - Dimensions with Baseline (Stacked Version)

3.62 unit

1.7 unit

1.16 unit

1 unit 7.37 unit 2.89 unit

0.2 unit


ection 2

Identity & Exclusion Zones 2.1 Brand Mark Usage - Exclusion Zone 2.2 Brand Mark Usage - Reproduction 2.3 Brand Mark Usage - Protecting the Brand


1.1.1 The Zafco Brand Mark

The Zafco brand mark needs to be prominent in all applications. Therefore a minimum clear space has to be maintained around it at all times, and must not be encroached upon. These specific dimensions are outlined overleaf. To maintain the visual appearance of the brand mark, no conflicting visual matter should appear behind the logo or within the designated exclusion zone. The exclusion zone is indicated by the dotted line. Do not print any elements within this area. Never show a line or border on the logo. The minimum clear space is measured from the outer points of the mark and should be adhered to exactly as shown in the diagram. Although a minimum clear space is recommended for all printed applications, whenever possible, use the maximum clear space around the brand mark.


2.1.1 Brand Mark Usage - Exclusion Zone (Horizontal Version)


2.1.2 Brand Mark Usage - Exclusion Zone (Stacked Version)

2 unit clear space 2 unit clear space

2 unit clear space

1 unit clear space


2.2.1 Brand Mark Usage - Reproduction (Horizontal Version)

60mm

The brand mark must be used on all items that promote Zafco. The format and colours shown within these guidelines should be strictly adhered to in all circumstances.

variation 1

The minimum width of the brand mark on general marketing collateral is 30 mm. The ratio of width to height is 1/3. Do not use the brand mark on photographic, illustrative or coloured backgrounds that would conflict with the logo. 50mm

variation 2

30mm

variation 3 minimum


2.2.2 Brand Mark Usage - Reproduction (Stacked Version)

40mm

variation 1

30mm

variation 2

20mm

variation 3 minimum


2.2.1 Brand Mark Usage - Protecting the Brand (What to Do)

Use the main corporate logo: On white background logo with brand colours

For mono colour (black) on white background

Reversed out mono colour (black 40%) on black background

Usage on light tone background images

On percentage of secondary colour background

PANTONE METALIC 8201 C 35%

PANTONE METALIC 8201 C 45%

PANTONE METALIC 8260 C 35%

PANTONE METALIC 8260 C 45%

PANTONE METALIC 8224 C 25%

The Zafco brand mark has been designed, carefully drawn and legally registered. For these reasons, the brand mark must always be produced from the original digital artwork available online and should not be altered in any manner. Use the full colour version wherever possible. The brand mark should only be used on approved background palettes. The logotype was conceived in one colour and this plays an important part in its recognition. It is essential that any reproduction should be carefully controlled. Wherever possible, the brand mark should be used as it appears on this page.


2.2.1 Brand Mark Usage - Protecting the Brand (What Not to Do)

Do not: Alter the configuration

Increase the size of the symbol alone.

Increase the size of the baseline disproportionately.

Separate the brand mark elements

Tilt or angle the brand mark

Disassociate, tamper with the ssymbol/logotype.

Attach names or violate the exclusion zone

Create an outline around the symbol.

Do not shrink or expand the unit disproportionately.

Create the logotype with other typeface

Do not frame the brand mark

LOREM IPSUM

Attach names or violate the exclusion zone

zafco


ection 3

Stationery 3.1 Introduction 3.2 Business Card 3.3 Letterhead/Continuation Sheet 3.4 Envelope 3.5 Fax Sheet 3.6 Powerpoint Template


3.1 Introduction

Stationery is one of the most public faces of any company and consists of many different elements; from letterheads to business cards, facsimile sheets to forms. The objective of the Brand Identity is to maintain a consistency of appearance across all elements, and to present an image in keeping with the brand. The style of what is written on the stationery is equally important and the layout of letters should be standardised to optimize the impact of every communication made by Zafco to the outside world.

Srevilas Madhavan Marketing Communications

P O Box 262176, Jebel Ali Free Zone (South) Dubai, U A E M +971 50 6533 139 T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701 srevilas@zafco.com www.zafco.com

All stationery must adhere to the specifications outlined in the following pages. Any item required, but not addressed here, should be referred to the Zafco brand custodians.

P O Box 262176, Jebel Ali Free Zone (South) Dubai, U A E T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701 www.zafco.com

P O Box 262176, Jebel Ali Free Zone (South) Dubai, U A E T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701 www.zafco.com


8.263mm

3.2.1Business Card

11mm

Thickness : 350 gsm Color : 4/0 Paper : Ivory Effects : Printing with logo embossing

Designation

News Gothic MT (Bold) 6pts

14.7mm

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

News Gothic MT (Regular) 5.5pts

11.5mm

M 139 6533 50 971+ T 590 8073 4 971+ T 700 8862 4 971+ F 701 8862 4 971+

4.7mm 4.7mm

srevilas@zafco.com

8mm

www.zafco.com

Business Card size is 90 x 55 mm

6.5mm

7.2mm 40.5mm

• • • •

Srevilas Madhavan


8.263mm

3.2.2 Business Card

11mm

Thickness : 350 gsm Color : 4/0 Paper : Ivory Effects : Printing with logo embossing

Designation

News Gothic MT (Bold) 6pts

14.7mm

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

News Gothic MT (Regular) 5.5pts

11.5mm

M 139 6533 50 971+ T 590 8073 4 971+ T 700 8862 4 971+ F 701 8862 4 971+

4.7mm 4.7mm

srevilas@zafco.com

8mm

www.zafco.com

Business Card size is 90 x 55 mm

6.5mm

7.2mm 40.5mm

• • • •

Srevilas Madhavan


50mm

12.5mm

3.3.1 Letterhead

24mm 9.7mm

• Thickness : 100 gsm 162.8mm

• Paper : wood free

71.9mm

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

News Gothic MT (Regular) 6.5pts

23.7mm

T 590 8073 4 971+ T 700 8862 4 971+ F 701 8862 4 971+ www.zafco.com

41.3mm

30.4mm

11.5mm

Letterhead size is 210 mm x 290 mm


50mm

12.5mm

3.3.2 Continuation Sheet

24mm

9.7mm

162.8mm

71.9mm

30.4mm

Continuation Sheet size is 210 mm x 290 mm


3.4.1Envelope (DL size)

• Thickness : 120 gsm • Paper : wood free • Flap with double

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

10mm 22.25mm

T 590 8073 4 971+ T 700 8862 4 971+ F 701 8862 4 971+

23.8mm

News Gothic MT (Regular) 6.5pts

www.zafco.com

Envelope size is 230 x 110 mm

9mm

52mm

130mm

8.5mm


3.4.2 Envelope (A4 size)

Envelope size is

A4 Size 305mm X 255mm

Thickness : 120 gsm Color : 4/0 Paper : wood free Size: A4 Flap with double side tape

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

10mm 32.8mm

T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701

23.8mm

News Gothic MT (Regular 6.5pts

www.zafco.com

9mm

52mm

19.2mm

145.8mm

• • • • •


50mm

12.5mm

3.5 Fax Sheet

24mm

9.7mm

162.8mm

71.9mm

P O Box 262176 Jebel Ali Free Zone (South) Dubai, U A E

News Gothic MT (Regular) 6.5pts

23.7mm

T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701

Fax Sheet size is A4 - 210 x 297 mm

www.zafco.com

41.3mm

30.4mm

11.5mm


72px

181px

318px

40px

168.2px

167.6px

3.5 Powerpoint Template

42px

32px

15px

Index of contents consectetur Lorem ipsum dolor sit amet

162.4px

09 June 2008

306px

306px

Prepared by

Presented to

Srevilas Madhavan Designation

Mr. Xyz Aeiou

Zafco L L C P O Box 262176, Jebel Ali Free Zone (South) Dubai, U A E

Aeiou Limited New Delhi India

M +971 50 6533 139 T +971 4 8073 590 T +971 4 8862 700 F +971 4 8862 701

42px

1 3 5 6 7 8 17 19

240px

T +91 (11) 23719300 F +91 (11) 41503421 E aeiou@aeiou.in

srevilas@zafco.com

140px

47px

462px

162.4px

375.3px

462px

162.4px

www.zafco.com

101px

70px

Consectetur Lorem ipsum dolor sit amet

Excepteur sint occaecat cupidata 405.4px

Elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. "Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id

306px

est laborum." Quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. "Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."

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Powerpoint Template size is 850 pxls X 600 pxls

The Zafco Story Our Experience Introduction Situation Analysis Project Overview Phases One to Three Expenses and Terms Project Program

409px


ection 4

Corporate Colours 4.1 Colour Palette 4.2 Primary Colours Offline 4.3 Secondary Colours Offline 4.4 Colour Wheel 4.5 Colour Palette Online


4.1 Colour Palette

For the colour palette, we have two different usage areas - Offline (print) and Online (electronic usage), We use the same brand colours in different colour modes as Pantone, CMYK (Offline) and RGB, HEX (Online). Palette and References The Zafco colours are made of two parts: Primary and Secondary colours. The primary Zafco colours are: Zafco Blue - Sky Blue, Sea Blue and Dark Blue. There is a secondary colour palette that can also be used in the prescribed manner. Always reproduce the Zafco brand colours in Pantone® (Single colour) for print work. If this is not possible, use the CMYK values listed. For screen based work, web sites, Power Point presentations, etc., use RGB and Hex values.


4.2 Primary Colours Off-line

PANTONE ® DS 229-1 C

ZAFCO Sky Blue Pantone®DS 229-1 C

ZAFCO Grey Pantone® DS 325-3 C

C=100 / M=5 / Y=5 / K=000

C=000 / M=000 / Y=000 / K=70

R=000 / G=166 / B=222

ZAFCO Sea Blue Pantone®DS 224-2C

PANTONE ® DS 325-3 C

R=109 / G=111 / B=113

GRADIENT MAPPING Option 1

The primary colours are those used on the Zafco brand mark: Combination of ZAFCO Sky Blue, ZAFCO Sea Blue & ZAFCO Dark Blue. Gradient as shown in Fig1 & 2. Grey & Black. These primary colours act as important identifiers to help distinguish the Zafco brand and should always match an appropriate Pantone® colour swatch.

C=100 / M=30 / Y=000 / K=35 PANTONE ® DS 224-2 C

Primary Brand Mark Colours

R=000 / G=98 / B=150

Whatever the material these are applied to, it is important that the brand colours match as closely as possible.

PANTONE ® DS 201-1 C

ZAFCO Dark Blue Pantone®DS 201-1 C

Fig1

C=100 / M=85 / Y=35 / K=15

GRADIENT MAPPING Option 2

R=30 / G=61 / B=107

Fig2


4.3 Secondary Colours Offline

*** 45% C=11.27/ M=000 / Y=000 / K=11.27 R=199 / G=218 / B=228 PANTONE ® 8201 C

*** 35% C=8.73 / M=000 / Y=000 / K=8.73 R=210 / G=226 / B=234

C=25 / M=000 / Y=000 / K=25 R=146 / G=182 / B=199

Secondary Background Colours To complement the primary palette, the following colours may be used.

*** 25% C=19.22/ M=6.27 / Y=6.67 / K=000 R=203 / G=220 / B=228 PANTONE ® 8224 C

PANTONE ® 8201 C

C=87.06 / M=41.57 / Y=31.37 / K=4.71 R=12 / G=121 / B=148

*** 45%

*** 35%

C=25.49/ M=12.94 / Y=14.12 / K=0 R=190 / G=203 / B=208

C=18.43 / M=9.41 / Y=10.59 / K=0 R=204 / G=214 / B=218

C=59.61 / M=34.9 / Y=33.73 / K=1.96 R=113 / G=143 / B=153

NOTE*** The colour swatches for the secondery colour are only specifically for usage as background. Do not use the full tint. Instead, use 45% of the value as demonstrated along with the actual swatch.


P S

S S

PANTONE 8201 C

S

PANTONE 8201 C

S PANTONE 8224 C

PANTONE 8201 C

S

PANTONE 8224 C

P

PANTONE 8201 C

PANTONE 8224 C

PANTONE 8201 C

PANTONE DS 229-1 C

PANTONE 8201 C

PANTONE 8224 C

S

PANTONE 8201 C

S PANTONE DS 224-2 C

P

PANTONE 8201 C

S PANTONE DS 201-1 C

S

S

PANTONE 8224 C

S

P

PANTONE 8201 C

S

S

PANTONE DS 325-3 C

S PANTONE 8201 C

S

PANTONE 8201 C

S PANTONE 8224 C

S

PANTONE 8224 C

S

PANTONE 8201 C

P PANTONE 8201 C

PANTONE DS 229-1 C

S

PANTONE 8224 C

P PANTONE 8201 C

PANTONE DS 224-2 C

P

PANTONE 8201 C

PANTONE DS 201-1 C

P

PANTONE 8201 C

PANTONE DS 325-3 C

4.4 Colour Wheel

S

S

S

S


4.5 Colour Palette Online

ZAFCO Sky Blue Pantone®DS 229-1 C

*** 45%

R=000 / G=166 / B=222 Hex Value #00A6DE

R=199 / G=218 / B=228 Hex Value #C7DAE4

PANTONE ® DS 229-1 C

PANTONE ® 8201 C

*** 25%

R=000 / G=98 / B=150 Hex Value #006296

R=203 / G=220 / B=228 Hex Value #CADCE4

PANTONE ® DS 224-2 C

PANTONE ® DS 201-1 C

ZAFCO Grey Pantone® DS 325-3 C R=109 / G=111 / B=113 Hex Value #6D6F71 PANTONE ® DS 325-3 C

Secondary Brand Mark Colours On-line

Primary Brand Mark Colours On-line

PANTONE ® 8224 C

R=30 / G=61 / B=107 Hex Value #1E3D6B

R=210 / G=226 / B=234 Hex Value #D2E2EA

R=146 / G=182 / B=199 Hex Value #92B6C7

ZAFCO Sea Blue Pantone®DS 224-2C

ZAFCO Dark Blue Pantone®DS 201-1 C

*** 35%

R=12 / G=121 / B=148 Hex Value #0C7994

*** 45% R=190 / G=203 / B=208 Hex Value #BDCBCF PANTONE ® 8201 C

R=113 / G=143 / B=153 Hex Value #718F99

*** 35% R=204 / G=214 / B=218 Hex Value #CED7DA


ection 5

Design Grids & Visual Language 5.1 Basic Grids 5.2 Visual Language & Systems 5.3 Mark Graphical Usage 5.4 Mark Positioning


5.1.1 Basic Grid A4 / Vertical format

7

7

7 20

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

16.5 19

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

19

This grid formation is used for specific layouts based on sizes ranging from A4 and below ranges. Can also be used for horizontal formats of any size. The measurments are in millimeter scale and can be proportionately scaled to fit to formats of different ranges. This Grid is mainly used for approximately identifying and positioning graphic elements and other brand extentions.


5.1.2 Basic Grid A3 / Horizontal format

7

7

7 20

24.5

This grid formation is used for specific layouts based on sizes ranging from A3 and below ranges. Can also be used for horizontal formats of any size.

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

16.5 19

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

19

19

24.5

5

24.5

5

24.5

5

24.5

5

24.5

5

24.5

19

The measurments are in millimeter scale and can be proportionately scaled to fit to formats of different ranges. This Grid is mainly used for approximately identifying and positioning graphic elements and other brand extentions.


5.2.1 Visual Language & Systems

These guidelines are not intended to prescribe the nature of imagery used on core literature suites in any detail. However, imagery used should always be of a high creative and production quality in keeping with the core values of the Zafco brand. Some examples of the kind of imagery used across Zafco literature are shown on this page. Our values are the guiding principles for everything within the Zafco imagery.

Integrity Honourable Excellence Respectful Loyal Intelligent


5.2.2 Visual Language & Systems

Imagery is an intrinsic part of our brand equity - it creates a connection with our audiences, and reflects positively on our brand. It is therefore very important to carefully consider the selection of images we use in all of Zafco communications. We also need to bear in mind that in addition to thought-provoking visuals, appeal is also very important. In all our designs the primary objective should be to portray Zafco as the leader, through interesting photography and visuals. The Zafco Identity should never be placed on busy photographic backgrounds. Avoid placing the brand property across a person’s face.

Flipping and altering levels Illustrative images with no distinguishing features or landmarks can usually be flipped without too much concern. If, however, the image features a well-known personality or landmark, flipping the image may distort or destroy what is truthful about the subject. Use imagery with perspective, to create a stronger feeling of depth. Linear Perspective - create strong dynamic lines that can lead the eye through the picture/image Colour Harmony - use colour conservatively to provide an image that allows elements to come to the fore.

Cropping and re-sizing You can crop and re-size the image, although the adjustments you make should not change the intended meaning of the image. For instance, if the image is an important Zafco product, cropping may remove a vital piece of information, diminishing the importance of the product and, by extension, the brand. However, if the image is more illustrative, cropping probably will not make any difference to the meaning of the image, with the exception of size or shape.

Subjects – Use people who reflect the imagery of the brand Photography - aperture is a key creative decision in most imagery. Limited depth of field can be used to emphasize the foreground rather than the background. Directing any imagery with a wide aperture will give the creative route as opposed to a much smaller aperture for sharpness, with plenty of background for interesting cropping.


5.2.3 Visual Language & Systems

Visual style based on “experience it� a retail engagement. Sleek, Retail, Fun, experience destination. Visuals demonstrated here reflect the ideal mood and imagery of a leader in the field. These visuals must not be used in any communication, as these are copyrighted and for demonstration purposes only.


5.3 Mark Graphical Usage

90˚ 110˚ 120˚ 130˚ 140˚ 150˚ 160˚ 170˚ 180˚

100˚

80˚

70˚ 60˚ 50˚ 40˚ 30˚ 20˚ 10˚ 0˚


5.4.1 Mark Positioning

How to use the brand mark in conjunction with other graphics There are occasions where the Zafco brand mark may be used with other logos or brand names. In all cases, permission must be obtained from the Zafco brand custodian and the third party. Brand Mark Size Relationship A

Brand Mark Size Relationship B

The examples displayed here, show the recommended spacing and layout for use. These still require final approval before use on any collateral or promotional requirements. Please ensure that the exclusion zone is adhered to and that partner logos are used in proportionate sizing.

60%

Relationship A should be used on occasions when the purpose is to promote the Zafco brand.

40%

60% 40%

The primary placement of the Zafco brand mark is the upper left hand corner. The brand mark may be placed with a larger white space around.

Relationship B should be used for any promotional activity organised or sponsored by a major brand. The secondary placement of the Zafco brand mark is the lower left hand corner.


5.4.2 Mark Positioning

Cover

Back Cover

For Collateral only


ection 6

Typography 6.1 Font Family 6.2 Typography


6.1 Font Family

News Gothic MT (Bold) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ News Gothic MT (Italic) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ News Gothic MT (Regular) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ • • •

News Gothic MT Regular News Gothic MT Italic News Gothic MT Bold

• • • •

News Gothic Std Medium News Gothic Std Oblique News Gothic Std Bold News Gothic Std Bold Oblique

Secondary Typeface The Zafco Typeface for all communication is News Gothic MT. This typeface is for reports, literature and other communication. The typeface should be used in all printed applications or any application where type is used.


6.2 Typography

Headlines The size of the headline may change, News Gothic MT Regular Upper case Flush left

News Gothic MT (Regular) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

PANNAWAY TECHNOLOGIES DESIGNS AND DEVELOPS CONVERGED BROADBAND

Subheads 9/14 auto News Gothic MT Bold Upper and lower case Flush left

News Gothic MT (Bold) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Pannaway Technologies designs and develops converged broadband voice, video and data platforms.ts solutions enable telecommunications providers worldwide to optimize the existing “pipeline to the premise”

Introductions 9/14 auto News Gothic STD Medium Upper and lower case Flush left

News Gothic STD (Medium) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Pannaway Technologies designs and develops converged broadband voice, video and data platforms.ts solutions enable telecommunications

Bodycopy 9/14 auto News Gothic MT Regular Upper and lower case Flush left or justify withlast line aligned left

News Gothic MT (Regular) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Pannaway Technologies designs and develops converged broadband voice, video and data platforms.ts solutions enable telecommunications

Charts/Captions 8/10 auto News Gothic MT Italic Upper caseFlush left

News Gothic MT (Italic) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Pannaway Technologies designs and develops converged broadband voice,


ection 7

External Usage 7.1 External Signage/Facade 7.2 External Signage/Pylon


7.1 External Signage/Facade


7.1 External Signage/Facade


7.1 External Signage/Facade


7.2.1 External Signage/Pylon


7.2.2 External Signage/Pylon


ection 8

Extra Elements 8.1 Vehicle Graphics 8.2 Uniforms


8.1.1 Vehicle Graphics

TIRES

TIRES BATTERIES LUBRICANTS

BATTERIES

LUBRICANTS

800 123 4567 www.zafco.com


8.1.2 Vehicle Graphics

TIRES BATTERIES LUBRICANTS

800 123 4567 www.zafco.com


8.1.3 Vehicle Graphics

TIRES

800 123 4567

BATTERIES

LUBRICANTS

www.zafco.com

TIRES BATTERIES LUBRICANTS

800 123 4567

www.zafco.com


8.1.4 Vehicle Graphics

TIRES

BATTERIES

LUBRICANTS

800 123 4567

www.zafco.com


8.2.1 Uniform (Office Staff) Office Boys

Office Boys White T-Shirts with Sleeve Badge & Name + Blue Jeans


8.2.2 Uniforms (OfďŹ ce Staff)

Cleaners Dark Blue T-Shirts with Sleeve Badge + Trousers


8.2.3 Uniforms (OfďŹ ce Staff) Receptionist

Reception Staff Dark/Blue Jackets Blue Scarf Skirt v/s Trousers

+

+

or

or Reception Staff Dark/Blue Jackets Blue Blouses (Pattern) Blue Scarf Skirt v/s Trousers


8.2.4 Uniforms (Warehouse Staff)

Workers

Workers Black overalls F1 + Badge & Icon

Fork Lift Ops.

Workers Grey overalls + Badge & Icon

Drivers

Workers Grey overalls + Badge & Icon (icons are different)


8.2.5 Uniform (Security Staff) Security Guard

SALIM A. KHAN

Security Guard Shirts with Sleeve Badge & Name + Blue Trousers


ection 9

Copyright Sign-Off


All collateral produced on behalf of Zafco needs to adhere to copyright to both protect material created by Zafco but also to ensure that no material is plagiarised. Please ensure that whenever content is supplied, it does not infringe on a third party’s copyright and that any information on customers or partners is used with their permission - this is especially vital for quotes. Copyright gives rights to the creators of certain kinds of material to control the various ways in which their material may be exploited. The rights broadly cover copying; adapting; issuing; renting and lending copies to the public; performing in public; and broadcasting. In many cases the author will also have the right to be identified on their work and to object to distortions and mutilations of the work. Copyright protects original works (including computer programs where any conversion of a program into or between coded, languages

constitutes ‘adapting’ work and storing work in a computer constitutes ‘copying ‘ the work). Please ensure that any images used by third parties are covered by usage rights. A library image bought on behalf of Zafco by one supplier cannot be transferred to another even if the usage is not limited.

Brand Guidelines  

Brand Guidelines

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