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Anglo American Brand Toolkit Guidelines->Our identity->Our logotype

Our logotype

To reflect our new positioning we are creating a single Anglo American masterbrand with a refreshed and consistent identity. Central to this is our logotype which needs to state our name but more importantly, reflect the sort of company we are, what we do and the way we do it. Our logotype still consists of two elements: the symbol and the wordmark. It has been refined to make it clear for all that we are one Anglo American. From now on the two words of the name will always appear together on one line in the logotype; the symbol and wordmark relationship is fixed and the two elements must never be separated. When written, the company name is still written as two words.

Illustrated here are components of our logotype and below a description of what each represents. 1. The earth remains our starting point as nothing artificial and manufactured would feel right. The core shape of our logotype matches our character and personality – distinctive, different, bold – whilst also capturing the fundamentals of what we do - a rock mined by our people for the benefit of our stakeholders. This shape is unchanged from our current logotype but the sharp edges have been rounded to modernise the look and the colours have been brightened too. 2. The centre of our logotype in red, stands out as the heart of our talented people. The heart beats and sends out waves that touch those around the core. 3. The first blue ring around the inner heart represents the strong, values-led corporate framework that supports our people. 4. The second blue ring represents the communities and other stakeholders that we impact beyond our immediate corporate world – those to whom we are responsible and who govern our licence to operate. 5. Our newly enhanced logotype reinforces that we are now a more unified and focused company, sensitive to our role in the world but confident about who we are and what we aim to deliver. Obtaining master artwork You can find the logotype master artwork in the Downloads section of the Brand Toolkit. Never try to recreate the whole logotype or any part of it, always use the master artwork provided. If you are sending the logotype artwork to a third party, always send a copy of the logotype guidelines with it. You can do this by clicking on ‘Add to My Guidelines’ in the Tools menu to the right of your screen; then visit the My Guidelines section to learn how to compose your own PDF file.

Printed on: 20 Aug 2010

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Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Our identity->Our logotype->Logotype - colour versions

Logotype - colour versions We use two versions of the colour logotype: 1. Full colour This is used for the majority of our communications in the scenarios outlined below.

Master logotype on white background We use the full colour logotype on a white background wherever possible.

Master logotype on coloured background The full colour logotype can be used on Anglo American Stone, one of our primary colours.

Master logotype on image background The full colour logotype can be used on an image background, providing the image is uncluttered and light enough to allow the logotype to be fully visible. 2. Reversed wordmark logotype This should only be used in exceptional circumstances where the background colour is too dark to clearly show the Anglo American Blue colour and the background colour cannot be changed. It has white out type and a key line around the symbol. The artwork for this version can only be obtained upon request. Please contact Brand Support.

Printed on: 20 Aug 2010

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3. Transparent logotype If white needs to be introduced as an ADDITIONAL colour in the printing process (e.g. printing onto a stainless steel holder, silkscreen on a flag, screenprinted on glass), you can use a transparent logo – that means transparent through the symbol as well as the wordmark. In this case you need to supply an .eps logotype, available from the Downloads section.

Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Our identity->Our logotype->Logotype - black & white versions

Logotype - black & white versions 1. Black logotype A black logotype on a white background should only be used on black & white communications such as a single colour press advertisement or a fax.

2. White logotype Occasionally we will need to reverse our entire logotype out of a dark colour. In these instances we use the white logotype version. Examples of this include if you have to use the Anglo American Blue as a background colour or if you are using the logotype for embroidery on items of dark clothing.

Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Our identity->Our logotype->Logotype - exclusion zone & minimum size

Logotype - exclusion zone & minimum size To help keep our communications clear and consistent and to protect the legibility and standout of our name, we use an area of clear space we call the ‘exclusion zone’ around the logotype. Whether it is part of an illustration or message, elements must not stray into this space. We specify minimum sizes to ensure the logotype is always legible. Minimum exclusion zone for print The minimum exclusion zone is equal to the cap height of the Anglo ‘A’ on all sides. The dashed line in the diagram below indicates the area in which no other graphic elements or text should appear. The boundary also marks the closest that the logotype can come to the edge of a page or cover.

Minimum exclusion zone for limited space digital applications Where space is limited on digital applications the exclusion zone can be less. Indicated by the dashed line below, the exclusion area is equal to 1/3 of the cap height of the Anglo ‘A’ on all sides. Applications such as flags, online banners and email footers can use this exclusion. Use templates provided whenever possible. You can obtain these templates from the Downloads section.

Minimum sizes The width of our logotype should be no smaller than 25mm within print applications. In digital applications for use on screen at 72dpi, the minimum width is 100 pixels.

Printed on: 20 Aug 2010

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Minimum resolution To preserve the appearance of our logotype in non-vector formats, the resolution of the logotype file at 100% should be no less than 300dpi when printed, and 72dpi when used on screen.

Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Our identity->Our logotype->Logotype - misuse

Logotype - misuse Our logotype represents our organisation and it is important that we all take care to protect it and adhere to the standards and rules set out in these guidelines. We do recognise that at times pressure will be placed upon us to compromise or perhaps adapt some of these rules. In a word, don’t. As we have said throughout this section always download the correct artwork for your communication and never attempt to adapt or create something new. Below we have illustrated some of the common pitfalls and temptations you may have.

Printed on: 20 Aug 2010

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Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Our identity->Our typography

Our typography

Type sends out a strong signal about a brand’s personality. Our typeface is designed to reflect our convictions, intelligence and rigourous approach to everything we do. We have a system typeface, Arial, for MS Office and online applications. For designed and printed applications we have two typefaces. An overview of these is given below and you will find further guidance on each typeface in this section. NB. the typefaces for printed applications must be purchased by each design company. 1. System typeface We use Arial for all digital communications such as Microsoft applications and web based media. Please refer to Typography - system typeface.

2. Printed typefaces We use two different typefaces to communicate different types of messages: Our primary typeface is FF Din which can be obtained from the links below. It is used for both headlines and sub-headings. It captures the confident and straightforward tone of our brand. There are lots of variations of the typeface Din. To maintain consistency, please make sure you purchase FF Din OT; this will also ensure that you can use the templates provided which have been set up using this version of the typeface. Akzidenz Grotesk is our secondary typeface and is used for all bodycopy. Titles & Headlines FF Din Bold caps is used for headlines (as well as titles) and is set in Anglo American Blue on white or reversed out of Anglo American Blue.

Printed on: 20 Aug 2010

Page 10 of 14 Sub-headings FF Din Medium is used for sub-headings or important copy. Minimum size on white is 6pt. Minimum size on Anglo American Blue is 7pt. Primary bodycopy Akzidenz Grotesk Light is used for bodycopy and is set in black. Minimum size on white is 6pt. Minimum size on Anglo American Blue is 7pt.

Secondary bodycopy Akzidenz Grotesk Medium is used for highlighting important messages in bodycopy or introductory heading in bodycopy. It can also be used for low quality print production purposes when Akzidenz Grotesk Light appears too light. Minimum size on white is 6pt. Minimum size on Anglo American Blue is 7pt. NB. You will need to buy the whole Akzidenz family, as weights cannot be purchased individually.

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If any font is purchased, other weights not described here, such as ‘Condensed’ or ‘Italic’ must not be used. We only use FF Din Bold and Medium and Akzidenz Grotesk Medium and Light.

Printed on: 20 Aug 2010

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Anglo American Brand Toolkit Guidelines->Web design->Colour palette

Colour palette Here is the colour scheme for the design, presented as a HEX and RGB palette:

Printed on: 20 Aug 2010




TItle dark blue



Anglo American red



Outlines light blue



Content dark grey



Link blue






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Anglo American Brand Toolkit Guidelines->Our applications->Folders

Folders Our folder templates are available as Adobe InDesign files and can be obtained from the Template library in Downloads or by clicking on the relevant link under Related Assets to the right. There are separate templates for both business unit and corporate folders. The templates are provided with cutter guides; they will need to be adjusted to accommodate the required capacity.

Please refer to the guideline pages of Our business units and Our endline for information on where to position the logotype, business unit name (if required) and endline. The master templates have been set up with the correct positioning for these elements. You will also find guidance on correct usage for our contour lines in Our illustration. Always use the master artwork for the logotype, endline and contour lines.

Printed on: 20 Aug 2010

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