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The Cape Peninsula University of Technology Brand Identity Manual


CONTENTS Introduction Our mission and vision Our core values

3 6 7

Our brand plan

8

Our brand architecture Leadership structures Governance structures Administration Faculties and departments Faculties and courses Research centres and units Recreational sports and codes Clubs and societies Brand management Brand custodians

10 10 11 12 13 14 15 16 17 19 20

Brand signature rules & regulations 21 Our primary logotype 22 Single colour logotypes 24 Sub-logotypes 27 Co-branding 28

Brand colour and font palette Primary colours Faculty colours Font palette

31 32 34 36

Brand copy style guide Language style

43 44

Brand design language Graphic elements Photography Stationery - letterheads, business cards, etc. Stationery - envelopes Stationery - folder Stationery - email signature Stationery - PowerPoint template Brand design language grids and guidelines Brand literature Brand literature: Type 1 A4 landscape Brand literature: Type 2 A4 portrait brochures

49 50 51

Brand literature: Type 3 A & B A5 portrait booklets

67

Brand literature: Type 3 C A5 portrait booklets

68

Brand literature: Type 4 A5 graduate magazine

70

Brand literature: Type 5 A4 Z-fold units

72

Brand promotional: Pull-up banners 73 Brand promotional: Posters

74

Faculty literature: Type 1 & 2 A5 portrait boolets

75

Faculty literature: Type 3A & 3B A4 books and reports

76

Faculty literature: Type 4 A5 departments

78

Faculty literature: Type 5 A4 Z-fold

81

Faculty promotional: Wall banners

83

Faculty promotional: Posters

84

Vehicles

85

Clothing

88

63

Signage

93

65

Glossary of terms

95

56 57 58 59 60

61 62

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Brand Identity Manual Introduction

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INTRODUCTION The brand identity of an institution is the face it presents to clients, staff and suppliers, or the general public. This face is not only the logotype and brand colours, it can extend to the tone and manner of marketing concepts and text, service methods, and in some cases, the way staff communicate with and treat their customers. In other words, its personality – its brand persona. The purpose of the brand identity graphics is to improve the entity’s profile and to lend it wide recognition and a sense of professionalism, experience, reliability, prestige and permanence, amongst many other attributes, depending on the entity’s business plan, or mission and vision. Its purpose is to brand the entity, and sometimes, through this branding, to reveal something about what the entity does, often with the help of a slogan, whilst giving it a unique look, to set it apart – to create a brand that is instantly 4


recognisable, often merely by a logo symbol. Its purpose is also to be the basis for a brand design language. Consistency is the mainstay of building a strong, instantly- recognisable brand. It is important that we are all aware of this, and that those of us who are involved in producing marketing material of any kind, must be consistent in what we use and how we use it. Therefore, the brand must have an established set of rules and regulations for the use of the brand graphics. And for this reason, it is absolutely necessary to have a detailed Brand Identity Graphics Manual, which may also include examples of a brand design language, or elements of it. In a large institution such as ours, where there are several campuses and faculties, and where large amounts of material is produced by a number of staff and thirdparty suppliers, it becomes absolutely necessary to have a system of capturing, archiving and updating advertising, graphic design, photography and brand

identity files – a central knowledge repository that includes an interactive training programme, a manageable and efficient process of approvals, and the appointment of a group of brand guardians responsible for the on-going maintenance of the brand. This manual forms the printed version of the comprehensive Brand Identity Graphics and Design Language Manual. An abridged version of this manual is available online as part of the website. An archive of all design files and photography for staff and approved suppliers is also available online.

Think of a brand as a person. When creating or revising a brand, it helps to understand the brand and its image, by thinking of it as a person with attributes. We call this a brand persona and define its attributes in five ways: • Physique – e.g. tall, well-built etc. • Character – e.g. friendly, wild etc. • Style – e.g. slick, well-dressed, fashionable etc. • Tone – e.g. soft, musical, etc. • Manner – e.g. confident, humble, assured etc. The brand persona can also be represented in the way that text is written – its tone and manner – the way staff dress and speak to the public, the choice of causes to promote, and even the imagery and music it uses in its advertising. Most importantly, the brand persona can inform the vision and mission of the brand.

5


OUR VISION & MISSION Our mission The four aims that comprise our mission are: • We will build a university that is highly efficient, sustainable and environmentally conscious. • We will be known for the high quality of our teaching and learning and the relevance of our curriculum. • We will create a vibrant and wellresourced living and learning environment for our students. • We will enhance and develop the quality and effectiveness of our research and knowledge production.

Our vision:

To be at the heart of technology education and innovation in Africa. 3

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O U R VA L U E S

Ubuntu environmentally conscious

Core values

high quality teaching

sustainable

• We undertake to deal with others in a spirit of Ubuntu. curriculum relevance

• All our interactions will be governed by a spirit of mutual respect. • We support the principle of equity.

prize excellence

mutually respectful

• We will promote innovation in all aspects of our work. • We will uphold the principle of accountability for our actions. • We prize excellence.

efficient

innovative

• We will strive for efficiency in all our operations.

vibrant living & learning environment

quality research & knowledge production

equitable

accountable

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OUR BRAND PLAN The CPUT Marketing & Communications Department (MCD) is responsible for the formulation of the brand plan, advertising and promotion plan, and their execution. A brand plan includes: • a defined brand essence and brand persona; • brand architecture – see Brand Architecture on pages 7 – 10; • defined and detailed target markets, shown here; • overall marketing and advertising objectives and strategies; • objectives and strategies for each of: - promotional print – banners, flags, posters; - print literature – prospectuses, reports, booklets leaflets; - press advertising – newspapers and magazines; - radio advertising, and - online – website, blog and social media – dialogue; 8

• a media choice rationale; • objectives and strategies, for each medium – radio, newspaper, magazine, outdoor. It also includes a brand graphics manual such as this one, identifies Brand Custodians to help manage the brand’s image, marketing, promotion and advertising, and the training process for them.

Target audiences Our customers Primary: current and prospective students MCD objective: to instill a sense of belonging and brand engagement, as well as work towards converting the current student into a brand ambassador for CPUT; to recruit undergraduate and postgraduate students. MCD strategy: actively partner with internal units, structures and departments to communicate effectively and actively instill a CPUT culture among current

students; use various media to recruit students as part of the annual marketing plan, i.e. through school visits, career exhibitions, pamphlets, above-the-line advertising, and social media, etc.

Secondary: parents/ guardians MCD objective: inform parents about the programmes on offer. MCD strategy: use various media to inform parents/ guardians about CPUT as part of the annual marketing plan, i.e. through school visits, career exhibitions, pamphlets, above-the-line advertising, and social media, etc.

Tertiary: staff MCD objective: establish, reinforce and validate the CPUT brand amongst staff. MCD strategy: implement initiatives such as the custodian programme, but also MCD-driven marketing such as clothing, signage and vehicles along with


Our brand persona

advertising and on-campus promotion, such as banners, posters and flags. All ads should be seen online and on notice boards around the various campuses, so that staff also see the external image MCD is building – see Brand Persona on page 9.

Physique This is how CPUT should appear. CPUT is larger than life. Its arms are widespread.

Niche: Academia/ potential staff (global)

It is big, its campuses are widely spread, its hard to ignore in that it is a main player of provincial education culture, and its influences directly reach three provinces, and indirectly the whole country.

NOTE: This audience is also aimed at for recruitment purposes. MCD objective: create a good impression of CPUT as a leading university of technology. MCD strategy: publicise CPUT staff, academic, research and innovation and alumni/ achievements – see Brand Persona.

Character This is how CPUT should impress. Respected, qualified, patient, inspiring. Similar to the teacher you liked the most at school. Style This is how CPUT should look in all things. Innovative, modern, informative, consultative, caring.

Tone This is how CPUT should sound in all things. Authoritative, knowledgeable, approachable. Manner This is how CPUT should act/ move in all things. Assured, confident and inspiring. NOTE: some attributes in character, style, tone and manner can be shared. Once the brand persona is agreed on it must be fully understood, accepted and used by any staff or third parties who deal with any aspect of marketing CPUT. It is extremely important that the brand persona is used as an initial reference during the briefing stages of every piece of communication.

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BRAND ARCHITECTURE Office bearers

Chancellor Chancellor Chairperson of Council Vice-Chancellor & Principle Deputy Vice-Chancellor: Teaching & Learning Deputy Vice-Chancellor: Research, Technology Innovation & Partnerships Deputy Vice-Chancellor: Knowledge & Information Technology Services Registrar Executive Director: Infrastructure Development & Facilities Management Executive Director: Office of the Vice Chancellor Executive Director: Finance Executive Director: Student Affairs Executive Director: Human Capital

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Chair of Council Vice-Chancellor and Principal Deputy Vice-Chancellors Registrar

Executive Directors

Deans of Faculties


BRAND ARCHITECTURE Governance Structures

Ministry of Higher Education and Training

Institutional Forum

Council

Senate

Executive Management Committee

Council Committees

Joint Committees of Council and Senate

Executive Management Sub-Committees

Student Representative Council

Senate Committees

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BRAND ARCHITECTURE Administration The University is administered through the departments as shown in the diagram.

Personal Personal Assistants Assistant

VICE-CHANCELLOR

Director: Office of the Vice-Chancellor

DVC: Teaching & Learning and Learning

DVC: DVC: Research, Research, Technology Technology Innovation Innovationand & Partnerships Partnerships

DVC: Knowledge & IT and IT Services Services

Registrar

Faculty Deans (6)

Postgraduate Studies

Computer Technology Services

Central CentralAcademic Student Administration Administration

Finance & Cost Management

Fundani Centre for Higher Education Development

Research Development

Management Information Systems

Secretariat

Finance Operations

Library Services

Legal Services

Supply Chain Management/ Procurement

Campus Management

Continuing Education Work Integrated Learning Academic Planning

12

Technology Transfer, Innovation & Industrial Linkages Community Engagement & Partnerships

CIET - Centre E-Learning for Innovative Technologies Educational Technology

Executive Director: Finance

Executive Director: Human Resources

Health & Wellness

Learning & Development

Facility Management

Advancement

Employee Relations

Protection & Transport Services

Transformation & Development

Policy, Remuneration & Benefits

Maintenance

Quality Management

Administration

Infrastructure Development & Planning

Strategic Planning

Student Governance & Leadership Development

Sports & Culture

Records & Archives Residences

Compliance Postal Management Services

Executive Director: Infrastructure Development & Facility Management

Executive Director: Student Services

Operations

Internal Audit Internal Audit & and Risk Risk Management Management Marketing & Communication


Applied Sciences

Business & Management Sciences

Education

Agriculture

School of Business Accountancy Administration Sciences

Foundation General Education Phase Studies & Training

Biotechnology & Consumer Science*

Cost & Unit for Applied Management Economics Accounting

Further Intermediate Education Phase Studies & Training

Chemistry

Entrepreneurship Unit for & Business Applied Law Management

Teacher Senior and Further Professional Education & Training Development Phase

Financial School of Accounting Commerce & Taxation & Management Governmental Sciences Human Resource Management School of Sport, Events, Tourism & Hospitality Internal Auditing

Research & Post Graduate Studies

Conservation & Marine Sciences Environmental & Occupational Studies Food and Food Science Technology Technology

Horticultural Sciences Mathematics Mathematics & Physics *with programmes in Biotechnology, and Consumer Science: Food and Nutrition

The Business & Management Sciences faculty is also supported Project Management by three strategic units that aim to & Management advance the academic programme and promote the faculty projects, initiatives and research: • Unit Marketing for Academic Advancement, Planning and Quality Assurance; • Unit for Research and Information Advancement; Office Management • Unit& for Strategic Projects and Technology Initiatives The faculty also includes: Public • Graduate Centre for Management. Management

Real Estate Retail Business Management Sport Management Tourism & Events Management

Engineering

Construction Construction, Management leading to: & Quantity Surveying Construction Management & Quantity Surveying Chemical Engineering Geomatics Civil Engineering & Surveying Engineering: Chemical Clothing & Textile Technology Engineering: Civil Electrical, Electronic & Computer Engineering Clothing and Textile Technology Industrial & Systems Engineering Computer Systems Maritime Studies Engineering: Electrical Mechanical Engineering

Health & Wellness

Informatics & Design

Biomedical Sciences

Architectural Architectural Technology & Interior Technology Design

Dental Sciences

Fashion Applied Design

Emergency Medical Sciences

Film and Video Media Studies Technology

Medical Imaging & Therapeutic Wellness Sciences Sciences*

Information Graphic Design Technology

Nursing Nursing Sciences

Industrial Design Town & Regional Planning

Ophthalmic Sciences

Information Technology

Wellness Medical Imaging and Sciences Therepeutic Sciences*

Interior Design

*previously Radiography

Engineering: Industrial Engineering: Mechanical Engineering: Mechatronics

Quality Surveying (BTech only) The Business & Management Sciences faculty is also supported by three strategic units that aim to advance the academic programme and promote the faculty projects, initiatives and research: • Unit for Academic Advancement, Planning and Quality Assurance; • Unit for Research and Information Advancement; • Unit for Strategic Projects and Initiatives. The faculty also includes: • Cape Town Hotel School, and • Graduate Centre for Management.

BRAND ARCHITECTURE Faculties and departments The University has six faculties with various departments, as shown in the diagram.

Jewellery Design

Journalism

Photography Public Relations Management Scholarship & Professional Practice Surface Design Town & Regional Planning

Disclaimer: This information is subject to change on each of these particular pages. 13 13


BRAND ARCHITECTURE Faculties and courses The University has six faculties with various departments, distributed over seven campuses.

Disclaimer: This information is subject to change on each of these particular pages. 14

• Agriculture • Agricultural Management • Analytical Chemistry • Biotechnology • Consumer Science: Food & Nutrition • Environmental Health • Environmental Management • Food Technology • Horticulture • Landscape Architecture • Marine Science • Nature Conservation • Mathematical Sciences

• Accountancy • Business & Information Administration • Entrepreneurship • Events Management • Financial Information Systems • Hospitality Management • Human Resources Management • Management & Project Management • Marketing • Operations Management • Paralegal Studies • Printing Management • Public Administration • Real Estate • Retail Business Management • Sports Management • Tourism Management

• Diploma in Education Grade R • Ed in Foundation Phase Teaching (Grade R – 3) • Ed in Intermediate Phase Teaching (Grade 4 – 7) • Ed in Senior Phase & Further Education & Training Teaching (Grade 8 – 12) • Ed Hons in Teaching & Learning

• Engineering: Chemical

• Construction, leading to: Construction Management & Quantity Surveying • Geomatics • Engineering: Chemical • Engineering: Civil • Clothing and Textile Technology • Computer Systems • Engineering: Electrical • Engineering: Industrial • Engineering: Mechanical • Engineering: Mechatronics • Quality Surveying (BTech only)

• Diploma in Education Grade R • B Ed in Foundation Phase Teaching (Grade R – 3) • B Ed in Intermediate Phase Teaching (Grade 4 – 7) • B Ed in Senior Phase & Further Education & Training Teaching (Grade • Engineering: Mechanical 8 – 12) • Maritime Studies • B Ed Hons in Teaching & Learning • M Ed • D Ed

• Accounting leading to: Cost & Management Accounting & Internal Auditing • Office Management & Technology • Sport Management • Tourism Management

• Medical Laboratory Sciences • Dental Assisting • Dental Technology • Emergency Medical Care • Somatology • Nursing Science • Optical Dispensing • Daignostic Radiography • Diagnostic Ultrasound • Radiation Therapy • Nuclear Medicine Technology

• Architectural Technology • Interior Design • Fashion • Visual Comunication Design • Surface Design • Product Design • Jewellery Design & Manufacture • Film Production • Journalism • Photography • Public Relations & Communication • Information & Communication Technology • Applications Development • Communication Networks • Multimedia Applications • Urban & Regional Planning


Research centres and units • Centre for Computational and Applied Technology Mechanics • Centre for Distributed Power and Electronic Systems • Centre for Instrumentation Research • Centre for Mechanics and Technology (CMT) • Centre for Power Systems Research (CPSR) • Centre for International Teacher Education • Centre for Real-Time Distributed Systems (CRTDS) • Centre for Substation Automation and Energy Management Systems (CSAEMS) • Centre for Tourism Research in Africa (CETRA) • Flow Process Research Centre (FPRC) • Functional Foods and Research Unit (FFRU) • Oxidative Stress Research Centre • Product Lifecycle Management Competency Centre (PLMCC) • Website Attributes Research Centre (WARC) • Community Water Supply and Sanitation Unit • Functional Foods Research Unit • Obesity and Chronic Diseases of Lifestyle Research Unit • Work-Integrated Learning Research Unit • The Language Unit (the Fundani Centre for Higher Education Development)

• South African Renewable Energy Technology Centre (SARETEC) • Biocatalysis and Technical Biology Research Group • Computational and Applied Technologies Manufacturing • Crystal Engineering • Energy Institute • Environmental Toxicity and Remediation • French South African Institute of Technology (F'SATI) CPUT Satellite Programme • Human Performance Laboratory • HVDC and Harmonic Analysis Computational Studies • Institute of Biomedical and Microbial Biotechnology (IBMB) • Molecular Pathogenic Microbiology Research Group • Radiochemistry and Ion Exchange Chromatography • Technology Institute: Community Water Supply & Sanitation

BRAND ARCHITECTURE Research centres and units The University supports or has affiliations with research centres and units both on and off campus as shown in this listing.

NON-faculty units • HIV & AIDS Unit • Disability Unit Technology stations (supported by CPUT) • Agrifood Technology Station • Technology Station in Clothing and Textiles • TIA Adaptronics Advanced Manufacturing Technology Laboratory

Disclaimer: This information is subject to change on each of these particular pages. 15 15


BRAND ARCHITECTURE Recreational sports and codes

RECREATIONAL SPORTS

The University offers a wide range of recreational and sports activity through its many clubs.

• • • • •

Inter-residence netball league Inter-residence football league Weight-loss programme Rock climbing Learn to swim

• • • • •

Learn to surf Zumba classes Hip hop Sport clinics Kick-boxing

• • • • • • • • • •

Hockey Judo Karate Rugby Squash Supa pool Swimming Table tennis Tennis Volleyball

SPORTS CODES • • • • • • • • • • • Disclaimer: This information is subject to change on each of these particular pages. 16

Aerobics Athletics Badminton Basketball Body building Boxing Chess Cricket Dance sport Football Golf


BRAND ARCHITECTURE

CLUBS AND SOCIETIES • ACTS (Association of Catholic Tertiary Students) • Anglican Society • AOG (Assemblies of God) • AIS (Association of International Students) • ANSOC (Anglican Students’ Society) • BARUCH • BLW (Believers Love World) • BMF • Campus for Christ • Campus Fellowship • CPUT Bellville Choir • CSP (Christian Students’ Powerhouse) • CYQ (Campus Youth Quake) • Celebrations Church Ministries • Climbing club • COTH (Church Over The Hill) • Debate Society • DENOSA • DLCF (Deeper Life Campus Fellowship) • EFFSC • ELOHIM SOCIETY • GCI (Green Campus Initiative) • GPCF (Gospel Pillars Campus Fellowship) • HIS PEOPLE

• JTL (Jesus Christ To all Languages) • Lighthouse Chapel International • METHSOC (Methodist Students’ Society) • MSA (Muslim Students’ Organisation) • OYLMUA • Afriforum Youth • PASMA • Planet Uni • RFC (Rapha Fellowship Centre) • Rhapha Ministries • SADA • SASCO • SCO (Students’ Christian Organisation) • SDASM (Seventh Day Adventists’ Student Movement) • Sife • TASA (Twelve Apostles’ Students’ Organisation) • UCSA • UNASA • Val du Charron • WIL (Women in Leadership) • Way of Life • YMCA • YWAM (Youth with a Mission) • ZCCSF (Zionist Christian Church Students’ Federation)

Clubs and societies The University offers a wide range of activity through its many clubs and societies.

Disclaimer: This information is subject to change on each of these particular pages. 17 17


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Brand Identity Manual Brand Management

19 19


BRAND CUSTODIANS In a large institution like ours, with currently over 30 000 students and 5 000 staff members in six faculties and several departments, units, structures and affiliates, on five campuses and several satellite sites, it is imperative that there are a good number of staff who are tasked with maintaining the integrity and authenticity of our visual image, our brand. An important part of this is our brand graphics, how we are presented visually to the students, their families, the academic fraternity and the public. It is imperative that the selected staff involved, or brand custodians, are fully aware of the brand’s graphic rules and guidelines, and that they are directly responsible for its presentation in all media. The appointed brand custodians are responsible for the first phase approvals within their area of responsibility – a faculty or unit, department or division. When they have approved the work, they pass it on to the MCD for final approval. The Marketing & Communication Department is responsible for all approvals of all artwork produced by anyone that carries the CPUT logotype, whether by a staff member, or a third party supplier. 20

The person directly responsible within the department is the Senior Publications Officer, who is responsible for all final approvals. Is the work on strategy? Does it meet the objective? Is the strategy appropriate for the intended audience? Is the tone and manner appropriate for CPUT? Are the fonts brand fonts?

Is all the text legible?

Are the visuals appropriate?

Are the colours correct?

Is the logotype correct? Has the work been professionally sub-edited and proofread for style, spelling and grammar?

A guide to approving brand communication

All communication work, print or digital, must have a clear objective and a strategy to meet that objective. It is advisable not to have more than two objectives and matching strategies.

Prospective students (school leavers), current students, parents, staff, the academic fraternity, government, the press.

Refer to mission, vision and core values. Some design elements, may use typographic design that includes non-brand fonts. All ‘ordinary’ text, headlines, sub-headlines, body text and captions, MUST use brand fonts.

A good size for body text is at least 9 point on 12 point line spacing. 10 point on 15 point is even better.

See visual guidelines in this manual. Refer to brand colours and colour systems – and when to use them. Refer to approved logotypes – and when to use them.

In South Africa, we use the UK English setting for operating systems and all software applications. This must also be set for dictionary, and spelling and grammar checks. CPUT also has a text style guide, contained within this manual.

Brand Custodians are expected to study and have a set of key elements, such as posters and a brand manual, and then complete the Brand Graphics Tutorial, available online. The Marketing & Communications Department (MCD) must be informed of any change of brand custodian, so that the new custodian can be properly trained.


Brand Identity Manual Brand Signature Rules & Regulations

21


This is our primary ‘logo’

Our brand signature

It is the most commonly used of the approved variations. Any other approved variations may only be used in circumstances outlined in this manual.

The brand signature is a term used for the constant graphic components of the brand’s image. It can consist of one or more of the following elements:

OUR PRIMARY LOGOTYPE Logo symbol: a pictograph or graphic icon. It can be made up of alphabet characters, often the entity’s acronym, or a graphic symbol or symbols. It often represents what the entity is or does, but is sometimes a unique abstract composition. Logotype: the name in a font or specifically-designed font. Sometimes the logotype includes a symbol or pictograph. Ours is Cape Peninsula University of Technology. Descriptor: can be one or more words that always appear with the logotype, such as ‘investment bank’, ‘leisure resorts’, or ‘motor dealership’. In our case, it is part of the logotype – University of Technology.

creating futures RULE: The logotype must always be used as one of the finished art files supplied by MCD, or downloaded from the online file archive, using your personal username and password. No one may copy, design or revise the logotype under circumstances.

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The slogan ‘creating futures’ is always set in Helvetica 45 Light lower case, with a tracking of 100. The position of the slogan varies from design to design. Some examples are shown further on in this manual.

Slogan: a word, phrase or sentence, that promotes the entity and projects the image of how it wants to be seen by its customers for instance, Standard Bank’s ‘Moving forward’. Ours is creating futures. All logotype variants and colour variants are available in a number of sizes, file formats (Adobe Illustrator, Photoshop) and colour production formats (CMYK, RGB and PANTONE). For convenience and simplicity, our brand signature will be referred to as ‘our logo’ in this manual.


OUR PRIMARY LOGOTYPE Primary logotype – area of isolation.

This is our primary ‘logo’. It is the most commonly used of the approved variations. Any other approved variations may only be used in circumstances outlined in this manual. All logotype variants and colour variants are available in a number of sizes, file formats (Adobe Illustrator, Photoshop) and colour production formats (CMYK, RGB, PANTONE).

c re a t i n g f u t u re s

This is our primary logotype to be used in full colour print (CMYK) or online (RGB).

RULE: The logotype must always be used as one of the finished art files supplied by MCD, or downloaded from the online file archive, using your personal username and password. No one may copy, design or revise the logotype under circumstances. 23 23


SINGLE COLOUR LOGOTYPES Logotype – variations Our logotypes may be used in only two different positive single colour options – process blue and black. RULE: Black may only be used in black & white print. Blue may only be used in either single colour blue print, or twocolour black and blue print.

RULE: The logotype must always be used as one of the finished art files supplied by MCD, or downloaded from the online file archive, using your personal username and password. No one may copy, design or revise the logotype under circumstances.

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SINGLE COLOUR LOGOTYPES Logotype – variations Our logotypes may be used in only two different negative single colour options – black and process blue. RULE: The white on black version may only be used in black & white print. The white on blue version, or any background colour, may be used in either single colour blue print, or two-colour black and blue print, or full colour print and online communications.

RULE: The logotype must always be used as one of the finished art files supplied by MCD, or downloaded from the online file archive, using your personal username and password. No one may copy, design or revise the logotype under circumstances.

25 25


SINGLE COLOUR LOGOTYPES Logotype – variations The logotype variations on the previous pages are the only ones that may be used. The logotype variations on this page are some examples of what may not be used – under any circumstances. Use only logo files supplied by MCD or available on the online archive.

RULE: The logotype must always be used as one of the finished art files supplied by MCD, or downloaded from the online file archive, using your personal username and password. No one may copy, design or revise the logotype under circumstances.

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Refrain from doing any of the following


SUB-LOGOTYPES

There are no sub-logos. There is only one brand: CPUT.

The most important image to promote to the public is the University’s brand image, not its component parts. The decision has been taken that no sublogos will be used, however, faculties may promote themselves through the use of their respective faculty colour - see Faculty Colour Palette on page 32. Any other entities such as departments and units may only identify themselves in letters – see Stationery on page 54.

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CO-BRANDING These rules govern co-branding – jointly participating in events, sponsorships, or promotions. This page and the next one show how to lay out one or more logos with the CPUT logo, where there are several sponsors or participants in advertising, promotion or events. Shown here is the layout for one or more logos in the horizontal format.

HORIZONTAL: co-branding with one other logo, where CPUT is not the main sponsor or client.

SIZE: no logo must exceed the width or height of the CPUT logo.

CPUT logo appears on the far right.

HORIZONTAL: co-branding with several other logos, where CPUT is the main sponsor or client. CPUT logo must appear on the far right.

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SIZE: no logo must exceed the width or height of the CPUT logo.


CO-BRANDING The rules governing co-branding This page and the previous one show how to lay out one or more logos with the CPUT logo, where there are several sponsors or participants in advertising, promotion or events. This page shows the layout for one other logo in the vertical format.

VERTICAL secondary sponsor: co-branding with one other logo, where CPUT is not the main sponsor, promoter or advertiser. The CPUT logo appears below main sponsor/ client.

VERTICAL primary sponsor: cobranding with one other logo, where CPUT is the main sponsor, promoter or advertiser. The CPUT logo appears larger and above other logos.

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Brand Identity Graphics Manual Colour & Font Palette

31


O U R C O L O U R PA L E T T E These are our primary colours.

}

technology

The three blues shown here are called our primary colour palette. They are the colours of our logo symbol and logotype – our brand signature.

Mid Blue CMYK: 100c 9m 0y 6k RGB: 0r 153g 204b

They can also be used as the colours for design elements in print and digital design and advertising.

Web safe: 0099CC PANTONE: Process Blue

The colour palette shown here gives exact values for full colour print (CMYK), spot colour print (PANTONE), and for digital media (RGB and web safe) colours.

Sea Blue CMYK: 45c 0m 10y 10k

RULE: The preferred brand signature must always be represented in these colours. Other variations of the brand signature which are negative (white on a coloured background), use only one colour. See the approved variations of the brand signature in this manual. 32

RGB: 102r 204g 204b Web safe: 99CCCC PANTONE: 550

higher learning

}

For further approved colours, see the secondary colour palette in this manual.

peninsula and sea

}

These values are constant and must never be changed under any circumstances.

Dark Blue CMYK: 100c 51m 0y 31k RGB: 0r 102g 153b Web safe: 003399 PANTONE: 541


O U R C O L O U R PA L E T T E These are our secondary colours.

Dark Blue

This palette consists of any percentage tint of our primary colour palette and any tint of black (making greys). 100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

Medium Blue

100% Light Blue

100%

It is recommended that percentage tints are defined decimally in increments of 5% or 10%.

Black

100%

GUIDELINE:

90%

80%

70%

60%

50%

40%

30%

20%

10%

A tint of less than 10% will not register in most digital printers and less than 5% will be almost invisible in lithographic printing. These tints can be created in all colour systems.

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FA C U LT I E S C O L O U R PA L E T T E These are the colours used to individually identify our six faculties. These colours are for internal use, should faculties want to instil a sense of belonging within the faculty. They are only used for internal, on campus advertising and promotion, and not for external use, in the public domain.

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Applied Sciences

Engineering

CMYK: 100C 0M 0Y 0K RGB: PANTONE: Process Cyan Web safe: 0099FF

CMYK: 80C 0M 100Y 15K RGB: PANTONE: 362 Web safe: 009900

Business & Management Sciences

Health & Wellness Sciences

CMYK: 100C 70M 0Y 15K RGB: PANTONE: Reflex Blue Web safe: 000099

CMYK: 40C 75M 0Y 0K RGB: PANTONE: Process Purple Web safe: 993399

Education

Informatics & Design

CMYK: 0C 75M 80Y 0K RGB: PANTONE: 172 Web safe: FF6600

CMYK: 0C 100M 70Y 20K RGB: PANTONE: 200 Web safe: CC0000


FA C U LT Y C O L O U R S & LOGOTYPES The logotypes and faculty colours This page shows the only acceptable way to use the brand logotypes with faculty colours. Only the white (or reversed) logotypes can be used on the faculty colour as a background.

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T H E B R A N D F O N T PA L E T T E Our font family Our primary font is Helvetica Neue LT Standard, which has a large number of weights and variants. It is advised that not all of these are used. The following are recommended: • 35 Thin/ 36 Thin Italic • 45 Light/ 46 Light Italic • 55 Roman/ 56 Italic • 65 Medium/ 66 Medium Italic • 75 Bold/ 76 Bold Italic The condensed faces, such as 47 Light Condensed, can also be used, particularly where there is a large amount of body copy and limiting space, keeping the number of pages to a minimum, is a priority. The following pages contain examples of the above.

This is our primary font Helvetica Neue LT Std. It is a large font family with several weights and variants. This design is set in 35 Thin.

36


T H E B R A N D F O N T PA L E T T E

ABCxyz123 This page shows Helvetica Neue LT Std 45 Light

Below is Helvetica Neue LT Std 45 Light shown here in a size of 10 point on 15 point line spacing, also known as leading (pronounced ledding). It has a tracking of 30 and is justified. ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 45 Light shown here in 20 point on 30 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 45 Light shown here in 36 point on 48 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQR STUVWXYZabcdefghijklmn

Body text typefaces Helvetica Neue LT Std 45 Light is preferred as the standard body typeface for all CPUT communication. Helvetica Neue LT Standard 45 Light makes a good body text typeface. This paragraph is set in 8 point on 9 point leading, with a tracking of 30 and justified over the column width. It compares favourably to 55 Roman (in the paragraph below), which is a slightly heavier variant. Helvetica Neue LT Standard 55 Roman also makes a good body text typeface, as can be seen by this paragraph in 8 point on 9 point leading, with a tracking of 30, justified over the column width. It can be used as a body text typeface, particularly in point sizes below 9 point and rendered in grey, at 70% black, as in the paragraph below. This paragraph shows Helvetica Neue LT Std 45 Light 8 point on 9 point leading, in grey (70% of black), with a tracking of 30 and justified. Grey text, projects a softer, more sophisticated style than black and can be used in both print and web executions. Although the 55 Roman works well, it does not project as much style as 45 Light – in black or grey – but it is slightly more legible. 37


T H E B R A N D F O N T PA L E T T E

ABCxyz123 This page shows Helvetica Neue LT Std 55 Roman

Body text typefaces Helvetica Neue LT Std 45 Light is preferred as the standard body typeface for all CPUT communication. Helvetica Neue LT Standard 45 Light makes a good body text typeface. This paragraph is set in 8 point on 9 point leading, with a tracking of 30 and justified over the column width. It compares favourably to 55 Roman (in the paragraph below), which is a slightly heavier variant. Helvetica Neue LT Standard 55 Roman also makes a good body text typeface, as can be seen by this paragraph in 8 point on 9 point leading, with a tracking of 30, justified over the column width. It can be used as a body text typeface, particularly in point sizes below 9 point and rendered in grey, at 70% black, as in the paragraph below. This paragraph shows Helvetica Neue LT Std 45 Light 8 point on 9 point leading, in grey (70% of black), with a tracking of 30 and justified. Grey text, projects a softer, more sophisticated style than black and can be used in both print and web executions. Although the 55 Roman works well, it does not project as much style as 45 Light – in black or grey – but it is slightly more legible. 38

Below is Helvetica Neue LT Std 55 Roman shown here in a size of 10 point on 15 point line spacing, also known as leading (pronounced ledding). It has a tracking of 30 and is justified. ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 55 Roman shown here in 20 point on 30 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 55 Roman shown here in 36 point on 48 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghijkl


T H E B R A N D F O N T PA L E T T E

ABCxyz123 This page shows Helvetica Neue LT Std 47 Light Condensed and 37 Thin Condensed

Below is Helvetica Neue LT Std 47 Light Condensed shown here in a size of 10 point on 15 point line spacing, also known as leading (pronounced ledding). It has a tracking of 30 and is justified. ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 47 Light Condensed shown here in 20 point on 30 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Helvetica Neue LT Std 37 Thin Condensed shown here in 36 point on 48 point line spacing, also known as leading (pronounced ledding), with a tracking of 25 and is ranged left.

ABCDEFGHIJKLMNOPQRSTUVW XYZabcdefghijklmnopqrstuvwxyz

Headlines and sub-headlines THREE WAYS TO TREAT HEADLINES (A guideline, not a rule.) The first way to treat a headline is to use a bold typeface, in this case, Helvetica Neue LT Standard 75 Bold. The second is to use capital letters. The more modern way, which lends an air of sophistication is to use light typefaces or light condensed typefaces as shown here. Often these work best in upper and lower case (u/c) and not all capitals. A guide for sub-headlines is to use the same point size as the body text (as above) in a medium-weight typeface. In this case Helvetica Neue LT Standard 65 Medium is used in lower case (only the first word starts with a capital). Picture, illustration, table and graph captions can use the italic version of the body text. A guide is that they can be set in a smaller point size than the body text. This paragraph is set in 46 Light Italic 7 point on 9 point, where the body text is 45 Light 8 on 9 point. For comparison, this paragraph is set in 56 Italic 7 point on 9 point, as the caption typeface, where one uses 55 Roman 8 on 9 point as the body text typeface.

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T H E B R A N D F O N T PA L E T T E Headlines and sub-headlines THREE WAYS TO TREAT HEADLINES (A guideline, not a rule.) The first way to treat a headline is to use a bold typeface, in this case Helvetica Neue LT Standard 75 Bold. The second is to use capital letters. The more modern way, which lends an air of sophistication is to use light typefaces or light condensed typefaces as shown here. Often these work best in upper and lower case (u/c) and not all capitals. A guide for sub-headlines is to use the same point size as the body text (as above) in a medium-weight typeface. In this case Helvetica Neue LT Standard 65 Medium is used in lower case (only the first word starts with a capital). Picture, illustration, table and graph captions can use the italic version of the body text. A guide is that they can be set in a smaller point size than the body text. This paragraph is set in 46 Light Italic 7 point on 9 point, where the body text is 45 Light 8 on 9 point. For comparison, this paragraph is set in 56 Italic 7 point on 9 point, as the caption typeface, where one uses 55 Roman 8 on 9 point as the body text typeface.

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This page shows Helvetica Neue LT Std in various weights ~

ABCDxyz123 ABCDxyz12345 ABCDxyz123 ABCDxyz12345 ABCDxyz123 ABCDxyz123456

65 Medium

66 Medium Condensed

75 Bold

66 Bold Condensed

35 Thin

37 Thin Condensed


T H E B R A N D F O N T PA L E T T E

ABCxyz123 This page shows Arial Regular and Bold

Below is Arial Regular shown here in a size of 10 point on 15 point line spacing, also known as leading (pronounced ledding). It has a tracking of 30 and is justified. ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Arial Bold shown here in 20 point on 30 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.:;”’{}[]!@#$%^&*()_+-=<>?/~ Below is Arial Bold shown here in 36 point on 48 point line spacing, also known as leading (pronounced ledding), with a tracking of 30 and is ranged left.

ABCDEFGHIJKLMNOPQ RSTUVWXYZabcdefghij

Secondary font Arial is our secondary brand font. It must only be used where Helvetica Neue LT cannot be, such as in Word stationery. Arial* has a large font family, consisting of Light, Regular, Medium, Bold Extra Bold and Black, with all of these in italic variations. (There are condensed versions of most weights too, and fonts called Arial Narrow and Arial Rounded. None of these may be used as the secondary font.) * Sometimes denoted as Arial MT on computers. Tertiary font for WEBSITE ONLY Open font is our tertiary brand font. It is a Google font and must only be used on our website.

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Brand Identity Graphics Manual Brand Copy Style Guide

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LANGUAGE STYLE A brand has a defined way of communicating in words as well as design and imagery. The purpose of copy style guide is to ensure that all communication “speaks with one voice” and creates a distinctive tone for the brand – see Brand Persona on page 5. The following pages give the basic points to follow in copywriting for the brand.

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SPELLING Use British, not American, spelling (e.g. analyse not analyze). Set this to English UK in your operating system, Windows or MacOs, and in all the software applications you use, e.g. Microsoft Word, Excel and PowerPoint. TITLES 1. Check that the names of people and organisations are spelled correctly. 2. Do not make use of titles such as: Mr Mrs Miss 3. There are no full stops after Prof and Dr as in: Dr Nhlapo and Prof Mazwi-Tanga 4. Professor and Doctor should be abbreviated to Prof and Dr on the first mention: Prof John Doe Dr Jane Doe 5. Always capitalise the job titles of CPUT senior management, i.e. Deputy Vice-Chancellor, Dean, Director and insert their title before their faculty, department, unit or structure: Prof Anthony Staak, Deputy ViceChancellor: Academic

6.

7. 8. 9.

Prof Michael McPherson, Director: Postgraduate Studies Prof Marshall Sheldon, Dean: Faculty of Engineering Do not make use of the term HOD or HOP; instead, write out in full in lower case, or initial case, if used at the beginning of a sentence: Head of department, Dr John Doe. Middle of a sentence: head of department, Dr John Doe head of programme, Dr Jane Doe Do not place job titles in brackets. When listing names, use commas not semi-colons to separate them. When listing names with job titles, use semi-colons to separate them: Prof Anthony Staak, Deputy ViceChancellor: Academic; Prof Michael McPherson, Director: Postgraduate Studies; and Prof Marshall Sheldon, Dean: Faculty of Engineering

ABBREVIATIONS 1. Spell out all abbreviations the first time you use them, with the abbreviation in brackets; and abbreviate thereafter: The Centre for Continued Education (CCE) has offices in Cape Town and Bellville. The CCE offers a variety of short courses.


2.

3. 4.

5.

Use capital letters for abbreviations (e.g. CSIR, HSRC), but upper and lower case for acronyms, e.g. Nepad, Cosatu. Do not introduce abbreviations unless you plan to use them later in the text. Cape Peninsula University of Technology should be abbreviated to CPUT on first mention in all news items published in CPUT media. It should only be written in full in press releases intended for the external press. UK, USA and RSA must be written in full on first mention.

NUMBERS 1. Spell out numbers from one to nine; use figures from 10 and upward. 2. Do not begin a sentence with a numeral: either spell out the number or rewrite the sentence to move the number to a different position in the sentence. 3. Use a space, not commas, to indicate thousands and do not use decimals unless needed, i.e. do not use R20 000.00, but rather R20 000. 4. Use a point, not a comma to indicate decimals: 12.5% R12.55 million

5. Write millions and billions out in words not numbers: R26 million DATES 1. Use the following format for dates: 1 June 2009 2. Numerical plurals do not take an apostrophe: 1970s The mid-1990s GENDER 1. Consider alternatives to language that emphasizes a person’s gender: Policeman, policewoman, use police officer instead. ACADEMIC AND SUPPORT DEPARTMENTS 1. Names of departments are capitalised only when using the full formal name. 2. Do not abbreviate to “dept.” See below examples: Department of Office & Management Technology English Department Marketing & Communication Department

3.

4.

5.

Procurement Stores The term ‘Faculty’ must appear before the name of the faculty. Faculty of Applied Sciences Faculty of Business & Management Sciences Faculty of Education When referring to a faculty, department, unit or structure in an article, after you have already mentioned it, do not use title case: CPUT held the launch at the Faculty of Applied Sciences. The faculty is one of the largest in the university. When referring to an area of study as part of the name of a department, faculty or course, it is written in title case. However, when referring to the area of study in general, it is written in lower case: The Faculty of Engineering The student is studying Mechanical Engineering at CPUT. The mechanical engineering industry is suffering from a skills shortage.

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CAMPUS/ BUILDING NAMES AND ROOMS 1. Capitalise campus when used in conjunction with a specific campus name, otherwise use lower case: Bellville Campus, Cape Town Campus The event took place on campus. 2. Lower case ‘building’, except when related to specific buildings. ‘Room’ should always be lower case: The signing of the memorandum took place in room 210 in the Administration Building. RESEARCH CENTRES AND UNITS 1. Capitalise the full name on first reference. Abbreviate on second reference: Agrifood Technology Centre. The Agrifood Technology Centre (ATS) is situated on the Bellville Campus. Larry Dolley is the lead researcher and head of the ATS. DEGREES, COURSES AND DIPLOMAS 1. The following are qualifications conferred at CPUT and must be written out as follows: National Diploma 46

2.

3.

4.

5.

Diploma MTech DTech Qualifications that have been recirculated must be written out as: Faculty of Education: BEd MEd DEd PGCE The above qualifications must be followed by name of the course eg, BEd Further Education and Training. Faculty of Applied Sciences: BHSc BSc BEMC MEMC The above qualifications are followed by name of the course e.g., BHSc Medical Laboratory Science. Qualifications with further extensions should be treated as follows: ND Engineering: Mechanical (Mechatronics)

HYPHENS, FORWARD SLASH AND AMPERSAND (&) 1. Part-time and full-time, use lower case and are hyphenated:

2.

3.

John September is a full-time student at the Cape Town Campus. John September is a part-time student. Add a space after every forward slash; no space before the slash: HIV/ AIDS unit Undergraduate/ postgraduate Ampersand (&) should only be used in the titles of faculties, units and structures: Faculty of Business & Management Sciences Marketing & Communication Department

UNDERGRADUATE AND POSTGRADUATE 1. Write these out as one word and in lower case: CPUT graduates can apply for postgraduate study following the completion of their undergraduate program. QUOTATION MARKS 1. Use a colon before a quotation mark: Prof Jones said: “CPUT is a wonderful university.” 2. Where the person to whom you are


3. 4. 5.

6.

7.

attributing the quote is mentioned at the end of the sentence no colon is necessary: “CPUT is a wonderful university,” said Prof Jones. Direct quotes must be attributed to someone. Never use ‘sic’. Do not use quotes that are grammatically incorrect. If you are unsure of the grammar used by the person in a quote, then present the quote as indirect speech. Do not start articles with a quote – this is a tool mainly used in feature writing. It is also reserved for instances where quotes are very dramatic or powerful. With all articles, try and get at least one direct quote. If this is not possible, then include at least one substantial indirect quote from a reliable source.

BULLETS 1. When listing bulleted phrases, do not add a full stop at the end of the line: Avoid the following: • Passive voice writing • The over-use of brackets • Verbosity in your writing 2. When listing bulleted sentences, add a full stop:

The four aims that comprise our mission: • We will build a university that is highly efficient, sustainable, and environmentally conscious. • We will be known for the high quality of our teaching and learning, and the relevance of our curriculum. TEXT FORMATTING 1. Italics should only be used for words that are not in English, e.g. cum laude, and for the titles of publications, e.g. books, journals, films. 2. Underline formatting may be used for website addresses. 3. When submitting website addresses, supply the full URL. 4. Bold should not be used in a news item. 5. When submitting articles ensure all writing is in Arial, font size 12 – black (this includes headline, caption etc.). CAPTIONS 1. Captions should be written out as follows: ACTION: Hundreds of students arrived to support the HIV/ AIDS event. 2. If there are more than seven people

3. 4.

in a photograph, supply only selected names in the caption. Try to keep captions concise. All photos must be accompanied by a caption.

WRITING STRUCTURE AND PHRASING When writing an article, take note of the following: 1. Bear in mind the five Ws and H, i.e. what, where, who, when, why and how. Answer these questions to make sure you have covered everything. 2. The introductory paragraph should be concise and clear. 3. The angle of the story should be firmly established by the end of the second paragraph. 4. Provide a coherent and logical development of ideas. 5. Always keep your audience (external/ internal) top of mind to facilitate the organisation of ideas and tone of voice. 6. Structure the paragraphs according to order of importance, rather than simply chronological order. For example, if the final speaker on the day was the most newsworthy, mention this speaker first. 7.

Write in the active voice, use direct 47


expressions and avoid verbosity, unnecessary words and phrases. 8. Be careful of word order, as incorrect word order can lead to ambiguity. See previous point. 9. Avoid jargon, clichés and slang. 10. Avoid subjectivity and personal opinion. As a writer for CPUT, you are speaking as the voice of the university. To give a story a promotional slant, bring positive facts to the fore or provide a supportive quote from a reliable source. 11. Check all facts, figures, dates, citations, job titles, acronyms and names. 12. Avoid the following: • Passive voice writing • The over-use of brackets • Verbosity in your writing TAKING PHOTOGRAPHS FOR NEWS STORIES 1. Try to get a shot of the key roleplayers facing the camera. 2. Avoid photos of people with their backs turned. 3. Avoid photos of people making hand gestures such as peace signs etc. 4. To make portraits of people more interesting, try to include objects and settings relevant to the story in the picture. For example, if an academic has written a book, ask them to hold 48

5.

6.

a copy. If a researcher has made a scientific breakthrough, ask them to pose in the lab with the equipment used in the research. Action shots, interiors, crowd shots and pictures of objects are useful to submit in addition to pictures of the main role-players. Avoid the following: • Taking photographs in front of exit signs, toilets, signage (unless relevant to the article) • Untidy offices – ask staff to walk to a corridor or nearby outside area for a visually pleasant background • Areas where the background is untidy, e.g. untidy classrooms • Crowds in poor attendance

Please note that articles cannot be published without a relevant image and copy approval. LENGTH OF ARTICLES 1. Try to keep articles between 300 and 500 words long. However, in certain cases, depending on the topic and its importance, articles can exceed 500 words. 2. In some cases, articles may be less than 300 words. GUIDELINES SPECIFIC TO THE CPUT

WEBSITE 1. All news items must be submitted with an accompanying image. 2. For features, where the photograph is enlarged and therefore subject to higher scrutiny, the article must be submitted with at least one posed picture. 3. Story headlines need to be unambiguous and contain keywords relevant to the story, so that a user can easily find the story in the news archive or by using a search engine. 4. Photos for the website must be in landscape orientation. SIGN OFF 1. When unsure about an article, e.g. research, scientific terms, fact etc., please have the story or text signed off by the main source before publication. This is essential to stop writers from being held liable for misinformation or misquotes. 2. In items where visitors from outside of CPUT are the main interviewees, the CPUT staff member who requested coverage of the story should sign off the item. 3. Create contingency time for sign-off into the production schedule.


Brand Identity Graphics Manual Brand Design Language

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DESIGN LANGUAGE â&#x20AC;&#x201C; elements A brand design language is often, but not always derived from the elements of the brand signature. The purpose of a design language is to create a distinctive and unique style for the brand that is easily recognisable and identifiable. It may consist of the brand colours and fonts, the slogan and abstracted parts of the logo symbol, but it can also make use of graphic elements that represent the brand or are randomly chosen. Our chosen element is waves, a design that represents technology, as in sound and light waves, oscillations, and graph parabola used in business and economics, amongst others. NOTE: The number, frequency (how many times they rise and fall), depth, length, thickness and colour are optional â&#x20AC;&#x201C; at the designerâ&#x20AC;&#x2122;s discretion. Waves for brand executions must use the brand blues and shades of them. They can also use greys. Waves for faculty executions must use shades of the faculty colour, but can use brand colours in combination with them. 40

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PHOTOGRAPHY Photography helps to establish and entrench our brand image and promote our brand. Photography brings our brand to life for our important audiences and it is vital to have professional photography taken each year. Although we are proud of our campuses and buildings, what defines us and sets us apart is technology. It is of primary importance that emphasis is placed on this aspect of our brand. See more brand-appropriate photographic images on the following pages.

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PHOTOGRAPHY Photography helps to establish, promote and entrench our brand image. Student life and student interaction is also important to show that our campuses and our institution as a whole offers a fulfilling and friendly learning environment. Experiential learning is a vitally important component of our programmes.

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PHOTOGRAPHY Photography helps to establish, promote and entrench our brand image. Besides our world-class campuses and facilities, life at CPUT offers excellent recreational facilities for sport and leisure, clubs and societies.

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PHOTOGRAPHY Faculties â&#x20AC;&#x201C; representative portraits A fair amount of the marketing material is for the faculties and photography brings our brand to life for our important audiences. It is vital to have professional photography taken each year. These photographs were taken at different locations and manipulated in Photoshop with a blue cast and relevant graphics for each faculty. It is also vital to have options as shown here. Each of these photographs has added graphic symbolism that relates to their specific faculty. The technique used reflects a style that is appropriate to the technological and digital world, within which CPUT specifically operates.

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Engineering

Applied Sciences

Business & Management Sciences

Engineering

Health & Wellness

Informatics & Design

Education

Education


PHOTOGRAPHY Faculties â&#x20AC;&#x201C; representative portraits It is important to build a library of photographs for each aspect of the university and its faculties, and to have a broad selection of both portrait and landscape formats, shown here, of high resolution images. PHOTOGRAPHY

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S TAT I O N E R Y – m a i n p r i n t i t e m s Main printed stationery items Letterheads A letterhead template is available in the online archive. The template can be personalised for any individual, faculty, department or unit. Letterheads can be pre-printed if necessary using a third party supplier, or simply printed internally on a CPUT digital printer. Business cards A business card template is available in the online archive. The template can be personalised for any individual, faculty, department or unit.

reaattiinngg ffuuttuure ress ccre

PO POBox Box1906 1906Bellville Bellville7535 7535 +27 +27(0) (0)21 21959 9596160 6160

Symphony SymphonyWay, Way,Bellville, Bellville,Cape CapeTown TownSouth SouthAfrica Africa

+27 +27(0) (0)21 21959 9596104 6104

info@cput.ac.za info@cput.ac.za

www.cput.ac.za www.cput.ac.za

Addressee Addressee title title // name name and and surname surname Designation Designation Faculty Faculty Department Department first first line line Department Department second second line line Division Division

28 28 // 11/ 11/ 2016 2016 Addressee Addressee title title // name name and and surname surname Designation Designation Company Company // institue institue Address Address line line one one Address Address line line two two Address Address line line three three Address Address line line four four Subject Subject of of the the correspondence correspondence

creating futures

Dear Dear Sir Sir or or Madam: Madam:

+27 (0) 21 959 6767

The The letter letter begins begins here here … …

@CPUT

Business cards require an order and are printed by third party suppliers.

info@cput.ac.za @wearecput www.facebook.com/cput.ac.za www.cput.ac.za

Compliments slip/ delivery note A compliments slip/ delivery note template is available in the online archive. The template can be personalised for any individual, faculty, department or unit.

with compliments

Joe Sample (PhD) Designation Faculty/ Department/ Unit

They are set up as three to an A4 sheet, so can be printed internally, or ordered from a third party supplier. NOTE: To understand how to use online resources, or how to go about procuring print of any of these items, contact the Senior Publications Officer in the Marketing & Communication Department.

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+27 (0) 21 000 0000 +27 (0) 83 000 0000 sample@cput.ac.za PO Box 1906, Bellville, 7535 South Africa

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www.cput.ac.za


S TAT I O N E R Y â&#x20AC;&#x201C; e n v e l o p e s C4, C5 and DL envelopes This page shows how to use branding on a basic range of white envelopes. Envelope templates in colour are available in the online archive.

+27 (0) 21 959 6160

+27 (0) 21 959 6104

PO Box 1906 Bellville 7535

info@cput.ac.za

www.cput.ac.za

Symphony Way, Bellville, Cape Town South Africa

+27 (0) 21 959 6160

+27 (0) 21 959 6104

PO Box 1906 Bellville 7535

info@cput.ac.za

www.cput.ac.za

Symphony Way, Bellville, Cape Town South Africa

The templates can be personalised for any individual, faculty, department or unit. Envelopes require an order and are printed by third party suppliers.

+27 (0) 21 959 6160

+27 (0) 21 959 6104

PO Box 1906 Bellville 7535

info@cput.ac.za

www.cput.ac.za

Symphony Way, Bellville, Cape Town South Africa

NOTE: To understand how to use online resources, or how to go about procuring print of any of these items, contact the Senior Publications Officer in the Marketing & Communication Department.

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creating futures

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S TAT I O N E R Y â&#x20AC;&#x201C; f o l d e r Generic folder This page shows how to use branding on a generic brand all-purpose portrait format folder, which can carry A4 sheets. A folder template is available in the online archive. The template can be customised for any faculty, department or unit. Folders require an order and are printed by third party suppliers. NOTE: To understand how to use online resources, or how to go about procuring print of any of these items, contact the Senior Publications Officer in the Marketing & Communication Department.

Our vision To be at the heart of technology education and innovation in Africa.

Our mission We will build a university that is highly efficient, sustainable and environmentally conscious. We will be known for the high quality of our teaching and learning and the relevance of our curriculum. We will create a vibrant and well-resourced living and learning environment for our students. We will enhance and develop the quality and effectiveness of our research and knowledge production.

Core values We undertake to deal with others in a spirit of Ubuntu. All our interactions will be governed by a spirit of mutual respect. We support the principle of equity.

+27 21 959 6767 info@cput.ac.za @CPUT @wearecput www.facebook.com/cput.ac.za www.cput.ac.za

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creating fut u r e s

We will promote innovation in all aspects of our work. We will uphold the principle of accountability for our actions. We prize excellence. We will strive for efficiency in all our operations.

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S TAT I O N E R Y – e m a i l s i g n a t u r e s FONT: Use only the Arial Regular 10 point throughout, unless otherwise indicated below. To create the character spacing: Main menu > format > font > Advanced > Spacing > Expanded by 0,4pt > Kerning for fonts: 10 Points and above COLOUR: Use only our primary blue. Click the text color icon in MS Word and select More Colors, then select the slider icon (second from left). Choose the RGB Sliders from the drop down menu and create a colour using the values: and create the values: red 0 green 153 blue 204.

Email signatures are vitally important in communication and should contain all your relevant details, so that contact can be made through means other than email. This page shows the only acceptable way to create a personalised email signature. These rules are designed to ensure brand image consistency and integrity. Any deviation from this format will undermine the strength of our brand. Please strictly follow the rules laid out here.

Kind regards and name in Arial Bold

NOTE: Include all details you deem necessary in this exact format Use only the RGB jpeg file at a length of 6 cm. Arial Regular 11 point lower case Arial Regular 8 point capitals justified

t: +27 (0) 21 000 0000 | f: +27 (0) 21 000 0000 | e: sampleJ@cput.ac.za | w: www.cput.ac.za PO Box 1906 Bellville 7535 | Symphony Way, Bellville, Cape Town, South Africa

The following are not allowed: • personal photographs • favourite quotations or messages • religious or political messages

NOTE: To understand how to use online resources, or how to go about procuring print of any of these items, contact the Senior Publications Officer in the Marketing & Communication Department.

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S TAT I O N E R Y – PowerPoint templates PowerPoint presentations

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This page shows how to use branding on a generic brand Powerpoint presentation.

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A Powerpoint template is available in the online archive. The template can be customised for any faculty, department or unit.

CPUT Brand Identity Management System

NOTE: To understand how to use online resources, or how to go about procuring print of any of these items, contact the Senior Publications Officer in the Marketing & Communication Department.

Brand Identity ~ in brief

An of the logo symbol, Aninstitution's institution’s brand brand consists identity consists of the logo logotype name), descriptor (what it is/ does), symbol, (its logotype (itsa name), a descriptor (what it is / the brand colours and typefaces/ fonts, and its does), the brand colours and typefaces / fonts, and its slogan (how it wants to be viewed).

slogan (how it wants to be viewed).

Together these form the brand’s signature.

Theseelements elementsare arethe thevisual visualrepresentation representationofof the • These the brand, their control, maintenance brand, andand their control, maintenance andand management is paramount to the integruty of the management are paramount to the integrity of the brand's image.

brand’s image.

The System Design Process PHASE TWO

• • •

Concept, design and copywriting of basic printed design language manual, with examples

Brand custodian buy-in and management approval Printing of posters and manuals

PHASE THREE

• • •

60

In-depth consultation with CPUT web staff

Concept, design, copywriting of web-based BI manual Concept, design, copywriting of web-based design language manual

THANK YOU


Brand Design Language Grids & Guidelines

61


PRINT – brand literature ‘2016’: Helvetica Neue LT Std 47 Light Condensed 36 point 0 tracking mid blue

There are only two types of literature – brand and faculty. Brand literature deals with any literature that is not specific to a faculty. The following pages show guidelines and grids for brand literature. Brand Literature: Type 1 – A4 landscape format report This page deals with an A4 landscape format cover, currently only being used by the annual Research Report.

35mm white space from top to picture

title and ‘creating futures’ to range left

‘Research Report’: Helvetica Neue LT Std 35 Thin – 36 point 100 tracking mid blue

2016 R e s e a r c h R e p o r t

The year must always appear, reversed out of a dark blue rectangle size: 35 x 20mm

60mm to the highest point of the white wave

c re a t i n g f u t u re s

‘creating futures’ in Helvetica Neue LT Std 45 Light – 18 point 100 tracking / mid blue

Brand literature: Type 1 A4 landscape – Research Report cover NOT ACTUAL SIZE 62

logo 85mm wide

logo 30mm from right logo 20mm from bottom


PRINT – brand literature

20mm space

3 columns: 80 x 150mm Gutters: 2 x 8,5mm

Headlines: Helvetica Neue LT Std 45 Light 16 on 16 point 10 tracking mid blue para space: 2mm before

Body copy: Helvetica Neue LT Std 45 Light – 9 on 12 point 10 tracking Justified left and right para space: 2mm before

Research and Technology Innovation Blueprint

CPUT is a pioneer of research and innovation. DVC: Research, Technology Innovation & Partnerships, Dr Chris Nhlapo, has been appointed to a national task team which is developing a new framework for innovation in South Africa. The task team, comprising key role-players in the South African higher education sector, was handpicked by the National Advisory Council on Innovation (NACI), a body created to advise the South African Minister of Science and Technology on the role and contribution that innovation plays in addressing economic, social, scientific and technology challenges.

20mm space

30mm space 35 20 15 30

The face of research, innovation and technology at CPUT is being revolutionised with the official roll-out of the RTI blueprint.

column rules 0,5 pt dark blue 155mm high

As a higher education institution, and more particularly a university of technology, CPUT has a vital role to play in supporting technology development and access, as well as the system of innovation. Key contributions must include: • Developing human capital • Generating and exploiting knowledge • Providing knowledge infrastructure • Overcoming the innovation chasm I would like to extend my deepest appreciation to the many researchers, support units, the Council and the Executive Management for their unwavering support during 2012. As DVC, I am humbled by the intense and stressful hours researchers have worked for the benefit of this institution. I trust that we have set a new standard which will be upheld in order to achieve our transition to greatness.

30mm space

The face of research, innovation and technology at CPUT is being revolutionised with the official roll-out of the RTI blueprint. This 10-year blueprint provides the institution with a strategic frame within which it can seek to produce research and innovation relevant to the needs of the province, South Africa and the world. Speaking at the launch of the RTI blueprint, the DVC: Research, Technology Innovation & Partnerships, Dr Chris Nhlapo, said it outlines programmes and practical intervention strategies for breakthrough improvement in research activities. Some of its objectives include the establishment of Research Chairs in each faculty, the appointment of senior researchers in niche areas, and an increase in postgraduate students and postdoctoral fellowships. Dr Nhlapo said the blueprint also aims to build on the institution’s strengths through the following seven focus areas: Bio-Economy and Biotechnology; Space Science and Technology; Energy; Climate- Change and Environment; Human and Social Dynamics; Economic Growth and Design for Sustainability. CEO of the Cape Higher Education Consortium, Ms Nasima Badsha, commended CPUT for rolling-out the RTI blueprint. “Your blueprint is an important and exciting step in achieving your vision of growing research at CPUT that responds to the needs of the province, the country and beyond.”

Brand Literature: Type 1 – A4 landscape format report

This is a guideline grid for the typical body This is a guideline grid for the typical body pages for an pages for an A4 landscape format book, A4 landscape format book, such as the research report. such as the research report. Note that as with all literature the text should be Note that as with all literature the text should be of an ofeasily an easily readable size and styled elegantly readable size and styled elegantly without being compressed intocompressed the available space. It isthe vitallyavailable important without being into therefore that the copywriting is kept succinct. space. It is vitally important therefore that the copywriting is kept succinct.

Dr Nhlapo said their first task was to “unpack the concept of innovation”. According to NACI, innovation consists of three phases. The first is a conception of a new idea, while the second is the conversion of this idea into a product, service or process. The final phase is commercialisation or the successful uptake by users. However, Dr Nhlapo said that innovation is unfortunately often misunderstood, with many people limiting its scope to science and technology. He said innovation cuts across all disciplines, from science and technology right up to business. “Innovation is not only for monetary gain. There is also social innovation, which benefits the community,” he said. Dr Nhlapo said the task team is focusing their attention on developing a national innovation framework that encompasses all disciplines. They are conducting a survey on the South African innovation terrain between 1994 and 2011 and exploring existing successful frameworks.

introduction ‘introduction’ in Helvetica Neue LT Std 35 Thin – 55 point 230 tracking/ mid blue

Brand P R I N T Literature: – b r a n d l i t e r Type ature 1 – A4 landscape format report

5

Brand literature: Type 1 A4 landscape – Research Report typical body page

53

NOT ACTUAL SIZE

Brand literature: Type 1 A4 landscape – Research Report typical body page NOT ACTUAL SIZE 63


PRINT – brand literature Brand Literature: Type 1 – A4 landscape format report

visually centre address panel

logo 85mm wide

PRINT – brand literature

Brand Literature: Type 1 – A4 landsca

Back cover treatment for an A4 landscape book.

Back cover treatment for an A4 landsca

+27 21 959 6767 info@cput.ac.za www.cput.ac.za PO Box 1906. Bellville 7535 Bellville Campus, Symphony Way, Bellville www.facebook.com/cput.ac.za @CPUT @wearecput

‘creating futures’ in Helvetica Neue LT Std 45 Light – 18 point 100 tracking / mid blue

logo 30mm from right

creating futures ATHLONE

BELLVILLE

CAPE TOWN

GEORGE

campus line 10mm from bottom

Brand literature: Type 1 A4 landscape – Research Report back cover NOT ACTUAL SIZE 64

GRANGER BAY

MOWBRAY

WELLINGTON

WORCESTER

logo 30mm from bottom


PRINT â&#x20AC;&#x201C; brand literature Brand Literature: Type 2 â&#x20AC;&#x201C; A4 portrait brochures

2016 Autumn Graduation

In the A4 portrait format, there is currently only one design, which is for the graduation book. Herfs-gradeplegtigheid Ukwindla uthweso-zidanga

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Brand literature: Type 2 A4 portrait book cover NOT ACTUAL SIZE 65


PRINT – brand literature Brand Literature: Type 2 – A4 portrait brochures Shown here is another guideline for the body content of brand literature A4 format booklets. Note that as with all literature the text should be of an easily readable size and styled elegantly without being compressed into the available space. It is vitally important therefore that the copywriting is kept succinct.

2 columns: 80 x 240mm Gutter: 10mm 20mm space Sub-headline: Helvetica Neue LT Std 45 Light 18 on 22 point 0 tracking 70% black Numeral: Helvetica Neue LT Std 35 Light 76 point 0 tracking 70% black Headlines: Helvetica Neue LT Std 35 Thin 40 on 32 point 40 tracking mid blue Second line: Helvetica Neue LT Std 35 Thin 24 on 28 point 40 tracking mid blue First column: Helvetica Neue LT Std 45 Light 14 on 24 point 50 tracking/ mid blue Second column: Helvetica Neue LT Std 45 Light 11 on 20 point 25 tracking/ mid blue Body copy: Helvetica Neue LT Std 45 Light – 10 on 15 point 25 tracking Range left para indent: 5mm 70% black creating futures: Helvetica Neue LT Std 45 Light 85 point 370 tracking 20% mid blue

NOTE: This layout guideline can be used for A5 portrait format booklets or brochures, but must be adapted in terms of measurements. 66

Column rules: 1point Mid blue

5 Human & Social Dynamics Focus area five:

Including issues related to service delivery Now is the time for

INTRODUCTION

the teaching of and research in the social sciences and the humanities to take their place again at the

The Human and Social Dynamics (HSD) research and innovation focus at CPUT aims to maximise the benefits of research by advancing fundamental knowledge and contributing to good quality public

leading edge of our struggle for

education, better public policy, improved

transformation and development

health outcomes, economic prosperity, social

of South African society. They

cohesion, community identity, culture, and

must play a leading role in helping our people understand

the quality of life of South Africans and the continent as a whole. The key goal of the Human and Social

and tackle the scourges of

Dynamics focus is to strengthen and improve

poverty, unemployment, racism,

research and innovation capacity at CPUT

discrimination of all kinds and

for producing high-quality postgraduate

HIV/AIDS. At a deeper level, we also look to our social scientists,

students, research, and innovation outputs. This would include expanding the scientific research and innovation capacity of the

to help us to rebuild our sense of

humanities; improving South Africa’s

nationhood, our independence

international research and innovation

and our ability to take our

competitiveness while responding to social

place proudly in the community of nations.

and economic challenges of the country; attracting and retaining excellent researchers and scientists; increasing the production of master’s and doctoral graduates; and creating research career pathways for young

(Charter for Humanities and Social Sciences, 2011)

and mid-career researchers, with a strong research, innovation and human capital development output trajectory.

creating

Brand literature: Type 2 A4 portrait – typical body page NOT ACTUAL SIZE

The creative, imaginative, critical and analytical qualities of the human sciences have a symbiotic role to play alongside natural science and technological capacities in the growth and development of a vibrant and successful society. The nurturing and generation of such capacities is in dialogue with the worlds of techno-science. Research and innovation initiatives should provide a platform in the academe for academics and students to acquire an understanding of recent scientific revolutions and their implications for society, for example, the digital, genetic and eco-centric advances. But it is equally vital that the CPUT academic community becomes a significant partner in the world’s knowledge production and dissemination alongside centres of excellence in the north and the global south. Concomitant, too, of the fact that the research system is central to the social and economic evolution of societies, universities are a vital coagent of change. Being a dynamic epicentre on the continent, being partners in global initiatives, and being a key energy centre for ideas of progress and change, should be central to our research and innovation agenda.

CONTEXT The RTI blueprint (CPUT, 2012) provides CPUT with a strategic frame which seeks to produce research and innovation which is relevant and aligned to the needs of the province, the country, the continent and the world through knowledge discovery, social impact of research, excellence in teaching, and community service. Many of our research and innovation focus areas in the human and social sciences disciplines at CPUT are well positioned to support:

• The Western Cape Economic Development

shifts to digital media, a resource-constrained world, and risk and uncertainty related to climate research and innovation focus at CPUT aims to maximise the benefits of research by advancing fundamental knowledge and contributing to good quality public education, better public policy, improved health outcomes, economic prosperity, social cohesion, community identity, culture, and the quality of life of South Africans and the continent as a whole. The key goal of the Human and Social Dynamics focus is to strengthen and improve research and innovation capacity at CPUT for producing high-quality postgraduate students, research, and innovation outputs. This would include expanding the scientific research and innovation capacity of the humanities; improving South Africa’s international research and innovation competitiveness while responding to social and economic challenges of the country; attracting and retaining excellent researchers and scientists; increasing the production of master’s and doctoral graduates; and creating research career pathways for young and mid-career researchers, with a strong research, innovation and human capital development output trajectory. The creative, imaginative, critical and analytical qualities of the human sciences have a symbiotic role to play alongside natural science and technological capacities in the growth and development of a vibrant and successful society. The nurturing and generation of such capacities is in dialogue with the worlds of techno-science. Research and innovation initiatives should provide a platform in the academe for academics and students to acquire an understanding of recent scientific revolutions and their implications for

formulated ‘The Provincial Vision 2040’ (WCEDP, 2012) that recognises the potential

society, for example, the digital, genetic and

future shifts in social and economic systems, and the need to equip citizens to respond to these future possibilities. These include:

that the CPUT academic community becomes

eco-centric advances. But it is equally vital a significant partner in the world’s knowledge production and dissemination alongside centres

futures

12


PRINT – brand literature Brand Literature: Type 3A & B – A5 portrait booklets

2016 Research and Innovation Focus Areas

2016 Research and Innovation Focus Areas

Bio-economy and biotechnology Space science and technology Energy Climate change and environment Human and social dynamics Economic growth and international competitiveness Design for sustainability

creating futures

In the A5 portrait format, there are three possible cover designs: one with type only, one with a photograph and one with just a headline title. The first two options are shown here. The third is shown on the next page. The treatment for the body content and the back cover are shown on the following pages.

creating futures

Brand literature: Type 3A A5 portrait book cover – text intensive NOT ACTUAL SIZE

Brand literature: Type 3B A5 portrait book cover – with photography (guide: use only one good photograph) NOT ACTUAL SIZE 67


PRINT â&#x20AC;&#x201C; brand literature Brand Literature: Type 3C â&#x20AC;&#x201C; A5 portrait booklets In the A5 portrait format, there are three possible cover designs: one with type only, one with a photograph and one with just a headline title, as shown here.

2016 Academic Rules & Regulations

2016 Registration

The treatment for the body content and the back cover are shown on the following pages.

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68

creating futures

Brand literature: Type 3C A5 portrait booklet cover

Brand literature: Type 3C A5 portrait booklet cover

NOT ACTUAL SIZE

NOT ACTUAL SIZE


PRINT – brand literature Brand Literature: Type 3A, B & C – A5 portrait booklets

2 columns: 50 x 165mm Gutter: 8mm 20mm space

Sub-headline: Helvetica Neue LT Std 45 Light 18 point 0 tracking 70% black Numeral: Helvetica Neue LT Std 35 Light 76 point 0 tracking 70% black Headlines: Helvetica Neue LT Std 35 Thin 36 on 30 point 40 tracking mid blue ‘INTRODUCTION’ in Helvetica Neue LT Std 35 Thin – 14 on 21 point 100 tracking / mid blue Biotechnology .... Helvetica Neue LT Std 45 Light 10 on 18 point 40 tracking / mid blue

and 1Bio-economy Biotechnology Focus area one:

INTRODUCTION Biotechnology has been heralded as “the next revolutionary scientific endeavour in the history of humanity”. Just as steam power played a key role in the industrial revolution, and more recently the way in which the information and communications revolution has impacted on society, so it is believed that biotechnology

Body copy: Helvetica Neue LT Std 45 Light – 9 on 12 point 25 tracking Justified left and right para indent: 5mm

will change the way we live by

creating futures: Helvetica Neue LT Std 45 Light 62 point 300 tracking 20% mid blue

society as a whole (Pouris &

considering the great potential of living systems, their applications and potential impact on the development of

CONTEXT Over the past two decades, it has become increasingly clear that the successful economic development of any country will be built on the pillars of science and technology. Biotechnology is considered to be a key sector required for future economic growth and it has been the main driving force for the development of environmentally sustainable production practices and the development of various innovative products. The continued use of biotechnology for commercialisation will lead to a biology-based economy where a large proportion of economic output will be dependent on the use of biological materials and processes (Arundel & Sawaya, 2009). For a bio-economy approach to succeed, various grand challenges need to be addressed while innovative policy frameworks, strategic thinking and the general support of society will be required to meet these challenges (Arundel & Sawaya, 2009).

BIOTECHNOLOGY According to the National Biotechnology Strategy for South Africa (NBS, 2001), biotechnology can be defined as “a body of techniques that use biological systems, living organisms, or derivatives thereof to make or modify products or processes for specific use”. It is applicable to various industries or economic sectors, and historically, has been grouped or colour-coded according to the different sectors: green – agriculture; red – health; white – industrial; blue – marine; and black – biofuels (Llobell, 2010). Biotechnology has existed for thousands of years and has developed through three stages. First generation biotechnology involved the direct application of living organisms in the production of food and drink (e.g. cheese, bread, beer). Second-generation biotechnology involved the use of cell or tissue culture to yield new products, for example, antibiotics, vitamins and enzymes, while third-generation biotechnology (also known as modern biotechnology) is associated with the use of recombinant DNA technology. Most modern day biotechnologists make use of thirdgeneration technology irrespective of whether their core processes are first-, second-, or third-generation approaches (NBS, 2001).

• It is a cross-cutting technology (one type of technology can be applied in various economic sectors, for example, a technology developed for application in agriculture can also be translated to be applied in the health sector). • It is research intensive and requires a balance between fundamental and applied research. • It requires appropriate combinations of various disciplines (it is multidisciplinary). • It is a highly networked endeavour, requiring interaction between science, engineering and technology institutions and private companies.

Note that as with all literature the text should be of an easily readable size and styled elegantly without being compressed into the available space. It is vitally important therefore that the copywriting is kept succinct.

With the adoption of the National Biotechnology Strategy for South Africa in 2001, the main aim was to create a culture of innovation and entrepreneurship in the field of biotechnology. The establishment of the Biotechnology Regional Innovation Centres (BRICs) in 2002 allowed for the further development of biotechnology in South Africa,

creating futures Pouris, 2009).

Shown here is a guideline for the body content of brand literature A5 format booklets.

Biotechnology is further characterised by four unique considerations (NBS, 2001):

9

59

Brand literature: Type 3 A5 portrait – typical body page

NOTE: This layout guideline can be used for A4 portrait format booklets or brochures, but must be adapted in terms of measurements.

NOT ACTUAL SIZE 69


PRINT – brand literature

Brand literature: Type 4 – A5 graduate magazine This is a newsletter-type publication, aimed at alumni, but it remains a representative of the CPUT brand and must, therefore, conform to the brand design language.

Brand literature: Type 4 A5 portrait newsletter – cover NOT ACTUAL SIZE 70


PRINT – brand literature Brand literature: Type 2, 3 & 4 – Back covers Here are two options for back cover design for A4 and A5 portrait formats of brand literature.

+27 21 959 6767

+27 21 959 6767

info@cput.ac.za

info@cput.ac.za

www.cput.ac.za

www.cput.ac.za

www.facebook.com/cput.ac.za

www.facebook.com/cput.ac.za

@CPUT

@CPUT

@wearecput

@wearecput

creating futures

creating futures ATHLONE

BELLVILLE

CAPE TOWN

GEORGE

GRANGER BAY

MOWBRAY

WELLINGTON

WORCESTER

ATHLONE

BELLVILLE

CAPE TOWN

GEORGE

GRANGER BAY

MOWBRAY

WELLINGTON

WORCESTER

Brand literature: Type 2, 3 & 4 A5 portrait back cover NOT ACTUAL SIZE 71


PRINT – brand literature Brand literature: Type 5 – units Z-fold leaflets Shown here is a guideline for layout for an A4 Z-fold leaflet for units.

2016 HIV & AIDS unit

Note that as with all literature the text should be of an easily readable size and styled elegantly without being compressed into the available space. It is vitally important therefore that the copywriting is kept succinct. Should it arise that the information is not going to fit properly and elegantly, then a M-fold or Roll fold leaflet must be considered.

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Brand literature: Type 5 Units – A4 Z-fold leaflet NOT ACTUAL SIZE 72


PRINT â&#x20AC;&#x201C; brand literature Brand promotional: Pull-up banners/ Mini wall banners 2000mm x 850mm Shown here are two options for brand banners, one for type only and one using a picture. Text It is recommended that, due to the format that Helvetica Neue LT Std Condensed typefaces are used. Transparency A transparent rectangle will help to make text more legible on full colour (picture) backgrounds.

Campuses Including the campuses is optional. It may be redundant on campus banners aimed at students. Brand promotional: Pull-up banners/ Mini wall banners NOT ACTUAL SIZE 73


PRINT – brand literature Brand promotional: posters – A3 to A0 sizes Shown here are two options for guidelines for brand posters, one for type only and one using a picture.

Text It is recommended that, due to the format that Helvetica Neue LT Std Condensed typefaces are used to get the largest p[oint size in the smallest space.

DO something today that will make your future self PROUD

DO something today that will make your future self PROUD

Transparency A transparent rectangle will help to make text more legible on full colour (picture) backgrounds.

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Campuses Campuses must be included on all brand posters.

74

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Brand promotional: Poster – text only

Brand promotional: Poster – with picture

NOT ACTUAL SIZE

NOT ACTUAL SIZE


Faculty Handbook

Titles: Helvetica Neue LT Std 45 Light 36 on 36 point with 0 tracking.

2016

The baseline of all headlines and years is in the same position

2016

PRINT – brand literature Faculty literature: Type 1 & 2 – A5 booklets

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This page shows cover designs for faculty A5 portrait format literature, with and without a picture. The example is for the Engineering faculty.

Prospectus

2016: Helvetica Neue LT Std 47 Light Condensed 28 point with 0 tracking.

The slogan and logotype are on the same baseline. Slogan x height same as the logotype x height.

The ‘wave’ graphic is the same size and in the same position. Logotype is 65mm wide, positioned 20mm from the right-hand edge. r eaattiinngg ffuuttuure r ess ccre

Slogan positioned 20mm from the left-hand edge.

E ngineering | F A C U L T Y

Engineering: Helvetica Neue LT Std 47 Light Condensed 24 point u/lc with 100 tracking.

creating futures

E ngineering | F A C U L T Y

Faculty: Helvetica Neue LT Std 35 Thin capitals 14 point with 200 tracking.

Note that the waves are the brand colours and not the faculty colours, which are only used on the vertical rectangle.

c r e a t i n g futures futures creating

Faculty literature: Type 2 A5 Prospectus booklet or roll fold leaflet – text only

Faculty literature: Type 1 A5 Prospectus booklet or roll fold leaflet – with picture

NOT ACTUAL SIZE

NOT ACTUAL SIZE

75


PRINT – brand literature

Construction Construction Management Management and and Quantity Quantity Surveying Surveying

Department Department of of

2016 2016

This page shows cover designs for faculty A4 portrait format literature, with and without a picture. The example is for the Department of Construction Management and Quantity Surveying in the Engineering faculty.

Department Department of of

2016 2016

Faculty literature: Type 3A & 3B – A4 books or reports

Construction Construction Management Management and and Quantity Quantity Surveying Surveying

SouthSouth African African Council Council for for Professional Professional and Technical and Technical Surveyors Surveyors Accreditation Accreditation Visit Visit

SouthSouth African African Council Council for for Professional Professional and Technical and Technical Surveyors Surveyors Accreditation Accreditation Visit Visit

BTECH: QUANTITY BTECH: QUANTITY SURVEYING SURVEYING ND: BUILDING ND: BUILDING

BTECH: QUANTITY BTECH: QUANTITY SURVEYING SURVEYING ND: BUILDING ND: BUILDING

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76

E n g in e e rin g | F A C U L T Y E n g in e e rin g | F A C U L T Y

E n g i n ee rin g | F A C U L T Y E n g i n ee rin g | F A C U L T Y

Note that the waves are the brand colours and not the faculty colours, which are only used on the vertical rectangle.

c r e acreating tfutures i nc gr e fautfutures ti n ug r e sf u t u r e s creating

Faculty literature: Type 3B A4 report brochure or roll fold leaflet – text only

Faculty literature: Type 3A A4 report brochure or roll fold leaflet – with picture

NOT ACTUAL SIZE

NOT ACTUAL SIZE


PRINT – brand literature P R I N T –literature: f a c u l t y l i t eType r a t u r e1 – 3 Faculty A4 or A5 booklets

Faculty literature: Type 1 – 3 A4 or A5 booklets

This page shows a guideline for the layout This page shows a guideline for the layout of a typical ofbody a typical body of A4 or A5 faculty page of A4 or A5 page faculty literature. literature. Note that as with all literature the text should be of an easily readable size and styled elegantly without being Note that as with all literature the text compressed into the available space. It is vitally important should easilyisreadable size thereforebe that of thean copywriting kept succinct. and styled elegantly without being compressed into the available space. It is vitally important therefore that the copywriting is kept succinct.

5

Faculty literature: Types 1 – 3 A4 report brochure or roll fold leaflet – content/ body layout

67

NOT ACTUAL Faculty literature: Types 1 –SIZE 3 A4 report brochure or roll fold leaflet – content/ body layout

NOT ACTUAL SIZE 77


PRINT – brand literature

A5 booklets or roll fold leaflets

E ngi neeri ng | F A C U L T Y

This page shows a cover design example guideline for faculty department A5 portrait format covers, with a picture. The example is for the Chemical Engineering department in the Engineering faculty.

2016

Faculty literature: Type 4 – Faculty departments Department of

Chemical Engineering Cape Town Campus

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c raetai nt ign gf uftuutre u rse s c re

Faculty literature: Type 4 A5 report booklet or roll fold leaflet – cover NOT ACTUAL SIZE 78


PRINT â&#x20AC;&#x201C; brand literature Faculty literature: Type 4 â&#x20AC;&#x201C; Faculty departments A5 roll fold leaflets Faculty literature follows the faculty design language, that is, uses the faculty colours. In this case process blue for the Faculty of Applied Sciences. This shows a typical grid for a four-panel, A5 roll fold leaflet which departments may produce*.

RULE: *The design can only be produced by a department under the guidance of a brand custodian. The final approval resides with the Marketing & Communication Department and the brand custodian is responsible for gaining this final approval before going to print. Faculty literature: Type 4 A5 roll fold leaflet

Alternatively, the department may request that the MCD be responsible for design and/ or print.

NOT ACTUAL SIZE 79


PRINT â&#x20AC;&#x201C; brand literature Faculty literature: Type 4 â&#x20AC;&#x201C; Faculty departments A5 roll fold leaflets Faculty literature follows the faculty design language, that is, uses the faculty colours. In this case dark blue for the Business & Management Sciences faculty. This shows a typical grid for a four-panel, A5 roll fold leaflet which departments may produce*.

RULE: *The design can only be produced by a department under the guidance of a brand custodian. The final approval resides with the Marketing & Communication Department (MCD) and the brand custodian is responsible for gaining this final approval before going to print. Alternatively, the department may request that the MCD be responsible for design and/ or print. 80

Subject

Faculty literature: Types 4 A5 roll fold leaflet NOT ACTUAL SIZE

Minimum %

Achievement Description

English

50% and more

Mathematics or Mathematical Literacy

30% and more or 50% and more

Business Studies

50% and more

BUS4

Economics or Accounting

50% and more or 50% and more

ECON4 or ACC4

E4 M2 or ML4


c re a t i n g f u t u re s

creating futures

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Begin your great career in Nursing

Begin your great career in Nursing

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r eaat itni ng gf uf tuutre u rse s ccre

I n f orm at ic s & D es ig n | F A C U L T Y

Faculty literature: Type 5 – Faculty or department H ealt h & Welln es s S c ien c es | F A C U L T Y

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c re a t i n g f u t u re s

F A C U LT Y

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E n g in eerin g |

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c re a t i n g f u t u re s

E d u c at ion | F A C U L T Y

creating futures

2016

Begin your great career in Civil Engineering

2016

PRINT – brand literature

2016

2016

Begin your great career as a Teacher

A4 Z, M or roll fold leaflets

2016

2016

Begin your great career in Business

I n f o r m a t i c s & D e si g n | F A C U L T Y

Begin your great career in Civil Engineering

Business & Management Sciences | F A C U L T Y

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creating futures

2016

c re a t i n g f u t u re s

H e a l t h & We l l ne s s Sc i e n c e s | F A C U L T Y

2016 creating futures

2016

2016

2016

A p p lied S c ien c es | F A C U L T Y creating futures

c re a t i n g f u t u re s

cre a t i n g f u t u re s

Faculty literature: Types 5 faculty or department A4 Z, M or roll fold leaflet – covers creating futures

F A C U LT Y

c re a t i n g f u t u re s

Begin your great career as a Teacher

Engineering |

ures

es

Begin your great career in Business

E d u c a t i o n | F A C U LT Y

re s

Business & Management Sciences | F A C U L T Y

nces

Start a great career in Applied Sciences

A4 Z, M or roll fold leaflets can be produced for faculties, or departments or creating futures c re a t i n g f u t u re s programmes within faculties.

Begin your creative career in Industrial Design

c re a t i n g f u t u re s

In these cases the faculty colour distinguishes the design language of each faculty. creating futures

c re a t i n g f u t u re s

c r e a t i n gfutures futures creating

Begin your creative career in Industrial Design

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NOT ACTUAL SIZE 81

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RULE: *The design can only be produced by a department under the guidance of a brand custodian. The final approval resides with the Marketing & Communication Department (MCD) and the brand custodian is responsible for gaining this final approval before going to print. Alternatively, the department may request that the MCD be responsible for design and/ or print. 82

Engineering | F A C U L T Y

Faculty literature: Type 5 – Faculty departments A4 Z-fold leaflets Faculty literature follows the faculty design language, that is, uses the faculty colours.In this case the green of the Engineering faculty. This shows a typical grid for a three-panel, A4 Z-fold leaflet which departments may produce*. Note that as with all literature the text should be of an easily readable size and styled elegantly without being compressed into the available space. It is vitally important therefore that the copywriting is kept succinct. Should it arise that the information is not going to fit properly and elegantly, then a M-fold or roll fold leaflet must be considered.

2016

PRINT – brand literature

Begin your great career in Civil Engineering

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Faculty literature: Type 5 Faculty or department A4 Z-fold leaflet – content layout guideline NOT ACTUAL SIZE


PRINT – brand literature Faculty promotional: Pull-up banners/ Mini wall banners 2000mm x 850mm Faculty promotional items follow the faculty design language, that is, uses the faculty colours. In this case purple for the Faculty of Health & Wellness. This shows a typical grid for a four-panel, A5 roll fold leaflet which departments may produce*. Health & Wellness Sciences

RULE: *The design can only be produced by a department under the guidance of a brand custodian. The final approval resides with the Marketing & Communication Department (MCD) and the brand custodian is responsible for gaining this final approval before going to print.

creating futures

creating futures

Faculty promotional: Mini wall banner – text only

Faculty promotional: Mini wall banner – with picture

NOT ACTUAL SIZE

NOT ACTUAL SIZE

Alternatively, the department may request that the MCD be responsible for design and/ or print.

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PRINT – brand literature Faculty promotional: Posters

This shows a typical grid for a four-panel, A5 roll fold leaflet which departments may produce*.

Do Something Today that will make your future self proud

RULE: *The designs can only be produced by a department under the guidance of a brand custodian. The final approval resides with the Marketing & Communication (MCD) Department and the brand custodian is responsible for gaining this final approval before going to print. Alternatively, the department may request that the MCD be responsible for design and/ or print.

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H eal t h & We l l n e s s S c i e n c e s | F A C U L T Y

Faculty promotional items follow the faculty design language, that is, uses the faculty colours. In this case purple for the Faculty of Health & Wellness Sciences.

2016

A-sizes (A3, A2, A1, A0)

Do Something Today that will make your future self proud

c re a t i n g f u t u re s

Faculty promotional: Posters – text only

Faculty promotional: Posters – with picture

NOT ACTUAL SIZE

NOT ACTUAL SIZE


VEHICLES Vehicle fleet livery Primary design â&#x20AC;&#x201C; Option A The samples shown here are of the Toyota Corolla. They are just one type of vehicle in the fleet, so these designs should be used as guidelines for the entire fleet branding.

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creating futures

Vehicle signs are the responsibility of the Transport department in consultation with the Marketing & Communication Department. creating futures

www.cput.ac.za

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www.cput.ac.za

creating futures

www.cput.ac.za

creating futures

creating futures

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VEHICLES Vehicle fleet livery Primary design â&#x20AC;&#x201C; Option B: The samples shown here are of the Toyota Corolla. They are just one type of vehicle in the fleet, so these designs should be used as guidelines for the entire fleet branding.

c re a t i n g f u t u re s

c re a t i n g f u t u re s

Vehicle signs are the responsibility of the Transport department in consultation with the Marketing & Communication Department.

www.cput.ac.za

c re a t i n g f u t u re s

www.cput.ac.za

c re a t i n g f u t u re s

www.cput.ac.za

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c re a t i n g f u tures

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VEHICLES Vehicle fleet livery c re a t i n g f u t u re s

c re a t i n g f u t u re s

Secondary design: The samples shown here are of the Toyota Corolla. They are just one type of vehicle in the fleet, so these designs should be used as guidelines for the entire fleet branding. Vehicle signs are the responsibility of the Transport department in consultation with the Marketing & Communication Department. c re a t i n g f u t u re s

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CLOTHING - staff Uniforms, overalls, lab coats etc. Branded clothing for staff is available in a range consisting of blazers, jackets, body warmers, golf shirts, shirts, blouses, ties, scarves, and laboratory coats and workmenâ&#x20AC;&#x2122;s overalls, amongst others. NOTE: The apparel shown here is for reference only and does not represent the exact styles or graphics that will be available. This page will be updated as soon as the actual clothing range is finalised. For further information on the ordering process, contact the CPUT Marketing & Communication Department, Administration Building, Bellville campus.

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CLOTHING â&#x20AC;&#x201C; staff Uniforms, overalls, lab coats etc.. Branded clothing for staff is available in a range consisting of blazers, jackets, body warmers, golf shirts, shirts, blouses, ties, scarves, and laboratory coats and workmenâ&#x20AC;&#x2122;s overalls, amongst others. NOTE: The apparel shown here is for reference only and does not represent the exact styles or graphics that will be available. This page will be updated as soon as the actual clothing range is finalised. For further information on the ordering process, contact the CPUT Marketing & Communication Department, Administration Building, Main Campus, Bellville.

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CLOTHING - sportswear Team sports The range includes apparel for men and women for the following sports, amongst others: • cycling • baseball • basketball • golf • handball • hockey • netball • rugby • running • soccer • volleyball hockey NOTE: The apparel shown here is for reference only and does not represent the exact styles or graphics that will be available. This page will be updated as soon as the actual clothing range is finalised. Sportswear can be ordered through the relevant Student Development Officers in consultation with the Marketing & Communication Department. 90

basketball

cycling

rugby

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CLOTHING - sportswear Casual streetwear Streetwear will be available in the clothing shops located on the Cape Town and Bellville campuses. The range may consist of items such as beanies and caps, track pants and baggies, hoodies, baseball jackets, t-shirts and golf shirts amongst others. NOTE: The apparel shown here is for reference only and does not represent the exact styles or graphics that will be available. This page will be updated as soon as the actual clothing range is finalised. For further information on the ordering process, contact the CPUT Marketing & Communication Department, Administration Building, Main Campus, Bellville.

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CLOTHING - faculty Faculty clothing A range of faculty t-shirts may be available in our two clothing shops located on the Cape Town and Bellville campuses. NOTE: The apparel shown here is for reference only and does not represent the exact styles or graphics that will be available. This page will be updated as soon as the actual clothing range is finalised. For further information on the ordering process, contact the CPUT Marketing & Communication Department, Administration Building, Main Campus, Bellville.

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CLOTHING - faculty


SIGNAGE Way-finding sign systems A way-finding sign system consists of an hierarchical system of signs that include main entrance, main building and wayfinding signs both interior and exterior that assist students, staff and visitors in quickly and efficiently arriving at their destination.

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These can be freestanding, wall-mounted or suspended, and range in size. The system includes name signs, directional signs, fire and escape signs, door signs and information signs. Shown here is just one example indicating the corporate colour and font usage. Any queries about signs should be directed to Adriana Hornea at horneaa@ cput.ac.za 83

Post-mounted signs Traffic directional single header

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Brand Identity Graphics Manual Glossary of Terms

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GLOSSARY OF TERMS Acrobat: An application in the Adobe Creative Cloud suite, which is essentially a universal file viewing, presentation and production file application. Adobe: A range of software programmes, or applications, used for graphic design for print and the web, such as Photoshop, Illustrator, InDesign and Dreamweaver etc. ai: Is the file extension for an Illustrator file. Application: Another name for a software programme. Ascender: The stroke of a letter that extends above the body of the letter, such as that in an h. Blind emboss: A blind emboss is an emboss that is not printed in any colour ink. (See Emboss and Deboss.) Brand: A brand is a company, product, service or institution, usually sizable, that advertises and promotes itself through various communication media. Brand communications: A blanket term used to describe the ways a brand speaks to its target audience, which all 96

have different creative and marketing approaches, including advertising: in traditional media - television, newspaper, magazine, radio and outdoor (billboards and bus shelters etc.); promotion: in-store price or premium offers, other events, expos and sponsorships; graphic design - brand identity development and print design - literature, stationery, packaging and environmental design (store and signage); digital - website, advertising or promotion for email, the internet and social media, or interactive computer-based presentation, (sometimes collectively referred to as new media); direct marketing or direct response, one-on-one personal communication through traditional mail, telephone, SMS and e-mail offers and loyalty programmes, that require a response. Brand design language: A brand design language is the graphic design style of the brand in visual communication. Brand essence: A sentence or phrase that succinctly describes the brand, based on how it wants to be perceived by its target audience. It may include a description of what

it is and does. It often informs the creation of the brand's descriptor and slogan. Brand identity: A brand identity is the face, or image that a company, product, service or institution presents to its clients, staff and suppliers, and the general public. It is expressed in its brand identity graphics and behaviour, or brand persona. Brand identity graphics: Brand identity graphics are the graphic elements of the brand's signature, together with the brand's colours and fonts, but may also include other graphic elements used in a brand design language. Brand persona: A brief description of the brand using human attributes to describe the essence of the brand and its behaviour, usually consisting of physique, character, style, tone and manner. Brand signature: The elements that are symbolic of the entityâ&#x20AC;&#x2122;s identification and image. It comprises the logo symbol, logotype, descriptor and slogan. Character: A word describing a letter, numeral or glyph.

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CMYK: A colour system on which full colour printing is based. It divides all colours or images into percentages of C (cyan), M (magenta), Y (yellow) and K (black). Copy: The words written by a copywriter before they become text in a design. Deboss: A deboss is where the element is sunken from the flat surface of the paper, rather than raised. Descender: The stroke of a letter or character that extends below the body of the letter, such as that in a y. Descriptor: The word, or phrase, usually below or next to the logotype, which describes the company, product, service or institution, or it’s function. Duotone: A two-colour half tone image. Em: A type space measurement system, usually used to express kerning. (See Point sizes and Kerning.) Emboss: An printed element that is raised from the flat paper surface by compression from a male/female metal block in the

shape of the element. eps: Is the file extension for a Photoshop file type, the acronym for Encapsulated Postscript file, commonly used for deepetched images, or ones that are resizeable in a design application.

Full colour: Another term for process colour, usually applied to printing, as in full colour printing. Glyph: One of a series of symbols included in a font, such as a tilde, which is the symbol ~.

File extension: The letters after a full stop denoting the file type. For instance .ai for an Adobe Illustrator file.

gsm: An abbreviation of ‘grams per square metre’, is the standard unit of paper weight, also called grammage.

Flash: A multimedia animation application, now almost obsolete, because it cannot work on iPads. It was the web standard for vector graphics, animation and sound, and was also used in interactive presentations, kiosks, ATMs, gaming consoles, etc.

HEX: (Hexadecimal). At its simplest, hex numbers are base 16 whereas decimal numbers are base 10. HTML calculates colour values using the hex, a decimal system.

Foiling: A printing process in which a thin metal foil is impressed on paper by a metal block. It is the only way to get gold, silver or any other metallic colour authentically metallic, but foils now include other colours and white in both gloss and matt finishes. Font: Another word for typeface - a complete set of characters in a particular style.

HTML: Hyper Text Markup Language (HTML) is the major programming language on the Internet. Most web sites and web pages are written in, or based on, HTML. indd: Is the file extension for an InDesign file. InDesign: An application in the Adobe Creative Cloud suite, which is essentially a page layout programme.

Four colour: CMYK printing. (See Full colour.)

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Illustrator: An application in the Adobe Creative Cloud suite, which is essentially a design and illustration programme. Interactive: Any presentation, such as a website, that requires the user to select options, such as moving to the next, or a particular page of the website or presentation. jpg: Is the file extension for a Photoshop file type, a jpeg, (pronounced jay-peg), short for Joint Photographic Experts Group, generally a low resolution RGB file only used in digital applications. It can only be used at the same size or smaller, not larger than that set in the file. Kerning: Character spacing, usually denoted as a positive or negative percentage (%) em. (See Em in this glossary.) Leading: (pronounced ‘ledding‘). The vertical space between lines of text. Also referred to as ‘line spacing’. Livery: A design element on vehicles, used to identify them as belonging to and representing a particular brand. Also, the 98

uniforms worn by staff members.

of Portable Document Format.

Logo symbol: An icon, symbol, or pictograph that forms the brand signature, along with the logotype.

Photoshop: An application in the Adobe Creative Cloud suite, which is essentially a photographic editing and manipulation programme.

Logotype: The custom-designed alphabetic letters that form the text of the logo, in this case, Cape Peninsula University of Technology. Lower case: Refers to letters that are not capitals. Monotone: A single colour half tone image. PANTONE: The PANTONE Matching System (PMS) is a colour-matching system that assigns code numbers to spot colours. It covers a vast range of matt, gloss and metallic inks and shades. By specifying a swatch code (e.g. PANTONE 343C), it is made clear to the printer what colour is to be matched. C denotes coated and indicates that the printer must match the coated colour, even if printing on uncoated paper. A U denotes the colour is from the uncoated range. pdf: The file extension for a file created for, or in Adobe Acrobat, which is an acronym

Point sizes: A point (often abbreviated to ‘pt’) is the standard unit of type size. Body copy, or text, is usually between 8pt and 12pt in most publications. Process colours: These refer to the four special ink colours used in four-colour printing, namely cyan (blue), magenta (red), yellow and black. Programme: Another term for an software application. RGB: (Red, Green, Blue). A colour system used by the human eye and all computer and television monitors, emitting light made up of RGB. Slogan: A catchphrase used primarily for advertising purposes, which is part of the brand signature. Often a short description of what the brand is or does, its essence, designed to make a positive impression with the target audience.


Spot colour: A single colour, usually applied to printing and usually using a PANTONE colour. Spot varnish: A colourless ink, overprinted in the shape of a particular element in the print. Swatch: A perforated piece of paper that shows the exact colour of the ink in CMYK or PANTONE. Also the list of colours represented in design software applications. Text: Refers to any copy in a design application. tif: Is the file extension for a Photoshop file type, a tiff, the acronym for Tagged Image File Format, a high resolution file. Can only be used at the same size or smaller, not larger, than that set in the file. Tint: A percentage of any colour, made up of a pattern of fine dots, e.g. 10% tint of black is a very light grey. Ton sur ton: Where the colour of a logo is either a darker tint of the background or the same colour as the background. Most often used in embroidery or spot varnishes.

Tracking: Horizontal line spacing, as opposed to kerning which is letter spacing. Typeface: An alternative term for font. The set of letters, numerals and glyphs, also referred to as characters, with a customdesigned shape and form. Upper case: An alternative term for capitals, when referring to letters or characters. Variant: A variation which refers to different versions of the font, such as Extended, Condensed or Italic, etc. Varnish: A colourless ink, overprinted on the paper surface and other coloured inks, which can be either a matt or gloss finish. Web: A shortened form for the World Wide Web (www), also called the Internet. Weight: Refers to the thickness of characters in a font, such as Light, Regular or Plain, Medium, Bold etc. x height: The height of a lower case letter, excluding any ascender or descender.

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