b identification elements - transnet 1 - the brand/b... · “the brand” book, “b...

B Identification Elements.fh11 7/21/14 11:52 AM

The Transnet logo - or brand identifier -consists of a Word Mark, in a uniquetypeface, and a T-shaped symbol referredto as the Brand Mark. Both are depicted inthe specified colours: red and green.

The logo is most powerfully depicted in redand green on white, and must always bepresented thus.

The standard logo pictured alongside maybe described simply as a colour signatureon a white background with the TransnetWord Mark arranged to the upper right ofthe Brand Mark.

B IDENTIFICATIONELEMENTS

01 THE LOGOWord Mark and Brand Mark

UNIQUE TYPE UNIQUE SHAPE

Word Mark

Brand Mark

3TRANSNET LIMITED


The two principal colours making up theWord Mark and Brand Mark are specifiedhere. These need to be rigorously adheredto in order to ensure logotype consistency,which impacts on brand consistency.


01 THE LOGOColour Application

SINGLE COLOUR APPLICATION:BLACK ON WHITE

SINGLE COLOUR APPLICATION:REVERSE WHITE ON BLACK

SINGLE COLOUR APPLICATION:WHITE ON A COLOUR BACKGROUND

PANTONE® 485CMYK 0 95 100 0RGB 212 46 18

PANTONE® 376CMYK 50 0 100 0RGB 125 186 0

4TRANSNET LIMITED


The geometry of the brand identifier, asillustrated, is based upon a horizontal andvertical grid, as well as a secondary gridthat runs at a 60° angle. These grids formthe backbone of the house style.

The “A” in the logotype is central to thecontinuance of the angles created by thechevron, resulting in an associativemounted apex above the right hand elementof the logo (see intersection of “W” and “V”).This is the most common relationshipbetween the logo and logotype.

The mandatory clear space around the logois equal to the measure “Y” which is thespace between the Brand Mark and theWord Mark.


01 THE LOGOSizing Grid

AREA OF ISOLATION

4x

7x

x

7x

13x

35.5x

30.5x

w v

y

y

y y

y

y

5TRANSNET LIMITED


Brand Architecture refers to and describesthe type of relationship that exists betweena company’s divisions, products, servicesand even independent entities. In keepingwith the business decision to consolidateall operating divisions, Transnet has chosenwhat is known as a Monolithic BrandArchitecture. This is sometimes called theBranded House approach. Rather thanhaving several divisions, each with its ownbrand identity, the Transnet MonolithicBrand unifies all divisions under one primaryname and symbol, allowing each division anidentity expressed through descriptors anda unique colour code.The Corporate BrandMark and Brand Word (Logo) remainconsistent throughout. When there is aneed to identify an individual operatingdivision, the name of the operating divisionappears below the corporate logo.


02 BRAND ARCHITECTURE

CorporateBrand

Divisions

DISCONTINUED BUSINESSES

• SA Express• Transtel• Viamax• Autopax• Freight Dynamics• Housing Loan Book• Shosholoza Meyl• arivia.kom• “C” prefs (newshelf)

SUPPORTING BUSINESSES

• Transnet Properties• Transnet Capital Projects• Transnet Foundation

6TRANSNET LIMITED


It is imperative to adhere to the colourpalette specifications for each divisionaldescriptor in order to retain overall brandconsistency.


03 DIVISIONAL LOGOSColour Application

FULL COLOUR

SINGLE COLOUR APPLICATION: BLACK ON WHITE

SINGLE COLOUR APPLICATION: REVERSE WHITE ON BLACK

SINGLE COLOUR APPLICATION: WHITE ON A COLOUR BACKGROUND

PANTONE® 104CMYK 0 3 100 30RGB 168 150 10

PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143

PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176

PANTONE® 5767CMYK 15 0 68 39RGB 140 148 77

PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41

7TRANSNET LIMITED



03 COLOUR PALETTE

PRIMARY COLOURS

SECONDARY COLOUR

DIVISIONAL COLOURS

DEEPER COLOURS

8TRANSNET LIMITED

RED

PANTONE® 485CMYK 0 95 100 0RGB 212 46 18

GREEN

PANTONE® 376CMYK 50 0 100 0RGB 125 186 0

STONE

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

80%

15%

34%

50%

FREIGHT RAIL

PANTONE® 5767CMYK 15 0 68 39RGB 40 148 77

ENGINEERING

PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41

PORTS AUTHORITY

PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143

PORT TERMINALS

PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176

PIPELINES

PANTONE® 104CMYK 0 3 100 30RGB 168 150 10

PANTONE® 5757CMYK 14 0 78 60

PANTONE® 7496CMYK 41 0 82 48

PANTONE® 5405CMYK 100 60 0 56

PANTONE® 5483CMYK 79 24 39 0

PANTONE® 105CMYK 0 7 100 60

DARK RED

PANTONE® 484CMYK 0 90 84 32


The construction of each divisionalsignature is based on the Corporate Brandconstruction. The height of the lower casedivisional descriptor is exactly half theheight of the Word Mark.


03 DIVISIONAL LOGOSSizing Grid

4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

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4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

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4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

2x

2x

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4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

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4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

13TRANSNET LIMITED




03 DIVISIONAL LOGOSTransnet Foundation Logo

SINGLE COLOUR APPLICATION:BLACK ON WHITE

SINGLE COLOUR APPLICATION:REVERSE WHITE ON BLACK

SINGLE COLOUR APPLICATION:WHITE ON A COLOUR BACKGROUND

FULL COLOUR

SIZING GRID

PANTONE® 485CMYK 0 95 100 0RGB 212 46 18

4x

7x

x

7x

13x

35.5x

30.5x

4x

2x

14TRANSNET LIMITED


In order to ensure visibility and legibility ofthe divisional descriptors, always use whitelettering on a coloured background. On awhite background, the descriptors' defaultcolours must be used (See page 30 in“The Brand” book, “B Identificationelements” for the divisional colours.)

Descriptors may be presented in either ahorizontal or stacked layout.


04 DIVISIONSColour and Composition

Full Colour Application:On White Background

Single Colour Application:Reverse White on Black

Single Colour Application:White on a Colour Background

HORIZONTAL ARRANGEMENT

STACKED ARRANGEMENT

15TRANSNET LIMITED


The default or standard configuration forthe pay-off line is horizontal.

Note: i. Where the horizontal configuration

cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted. Refer to the guidelines provided for specific applications.


05 LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

16TRANSNET LIMITED

SIZING GRID FOR HORIZONTAL VERSION

4x

7x

x

7x

2x


The vertical or stacked configuration is tobe used for corporate print advertisementsor pull-up banners only.


05 LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

17TRANSNET LIMITED

SIZING GRID FOR VERTICAL VERSION

4x

7x

x

7x

7x

2x


The default or standard configuration forthe pay-off line and divisional descriptor ishorizontal. The sizing grid shows therelative sizes of the pay-off line anddescriptor in relation to the height of theumbrella word mark.

Note: i. The pay-off line must align with

the divisional descriptor. ii. Where the horizontal configuration

cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted.


06 DIVISIONAL LOGO AND PAY-OFF LINEHorizontal Positioning, Colour Specification and Sizing Grid

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

18TRANSNET LIMITED


4x

7x

x

7x

4x

2x




06 DIVISIONAL LOGO AND PAY-OFF LINEVertical Positioning, Colour Specification and Sizing Grid

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

19TRANSNET LIMITED


4x

7x

x

7x

4x

2x

2x

6x








PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

20TRANSNET LIMITED


4x

7x

x

7x

4x

2x





PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

21TRANSNET LIMITED


4x

7x

x

7x

4x

2x

2x

6x





cannot be applied due to the constraints of a given application (e.g.an envelope), then the pay-off line maybe omitted. Refer to the guidelines provided for specific applications.



PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

22TRANSNET LIMITED

4x

7x

x

7x

4x

2x






PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

23TRANSNET LIMITED


4x

7x

x

7x

4x

2x

2x

6x

2x

2x








PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

24TRANSNET LIMITED


4x

7x

x

7x

4x

2x





PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

25TRANSNET LIMITED


4x

7x

x

7x

4x

2x

2x

6x








PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

26TRANSNET LIMITED


4x

7x

x

7x

4x

2x





PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

27TRANSNET LIMITED


4x

7x

x

7x

4x

2x

2x

6x



07 MINIMUM SIZESPrint Applications

LOGO WITHOUT DESCRIPTOR OR PAY-OFF LINE

LOGO WITH DESCRIPTOR AND/OR PAY-OFF LINE

Spot Colours

Process Colours

Spot Colours

Process Colours

The minimum size in which the Transnet logocan be applied onto print applications willdepend on the production process.

The logo may not be printed smaller than7mm in height if printed as spot colours,and no smaller than 10mm in height ifprinted as process colours.

If the divisional descriptor or pay-off lineis included, the logo may not be printedsmaller than 10mm in height as spotcolours, or smaller than 13mm in height asprocess colours.

10mm

13mm

10mm

7mm

28TRANSNET LIMITED



07 MINIMUM SIZESSpecial Applications

LOGO WITHOUT DESCRIPTOR OR PAY-OFF LINE

LOGO WITH DESCRIPTOR AND/OR PAY-OFF LINE

Embroidery

Embossing, Debossing, Engraving, Foiling

Embroidery

Embossing, Debossing, Engraving, Foiling

EmbroideryFor embroidery, the logo may not bereproduced any smaller than 17mm inheight without the pay-off line or divisionaldescriptor. If the divisional descriptor orpay-off line is included, the logo may notbe reproduced any smaller than 30mm inheight.

Embossing, Debossing, Engraving, FoilingThe logo may not be reproduced any smallerthan 10mm in height without the pay-offline or divisional descriptor. If the divisionaldescriptor or pay-off line is included, thelogo may not be reproduced any smallerthan 20mm in height.

30mm

20mm

10mm

17mm

29TRANSNET LIMITED


The exact specifications of the coloursassociated with the corporate anddivisional brands, including the pay-off line,are detailed on this page.

Note: For the colour application of Interiorpaint, use the specified Plascon® Wall & Allcolour references. Accent colours for thefive Divisions are also provided.

For other generic paint applications use thefollowing specifications:

General wallsPlascon® Incan Treasure Y1-D2-3Doors and Door FramesPlascon® Maison Blanche Y1-E2-1RoofPlascon® Smokey Grey TRP 58Nuroof Acrylic Roof Paint


08 COLOUR PALETTE

PRIMARY LOGO COLOURS

DIVISIONAL LOGO COLOURS

PAY-OFF LINE COLOUR

PANTONE® 104CMYK 0 3 100 30RGB 168 150 10PLASCON® Tangy GlowY5-B1-1Accent colour:PLASCON® Parmesan Sauce Y5-C2-2

PANTONE® 376CMYK 50 0 100 0RGB 125 186 0PLASCON® Stylish LimeY7-A1-1

PANTONE® 485CMYK 0 95 100 0RGB 212 46 18PLASCON® Red FlameR7-A1-1

PANTONE® 405CMYK 0 10 33 82RGB 102 89 77

PANTONE® 5415CMYK 42 8 0 40RGB 92 120 143PLASCON® Electric ShockB4-D1-3Accent colour:PLASCON® Diamond Girl B4-D2-3

PANTONE® 5493CMYK 43 0 14 21RGB 135 173 176PLASCON® AzurbeenB1-C1-4Accent colour:PLASCON® Lazy Afternoon B1-C2-2

PANTONE® 5767CMYK 15 0 68 39RGB 140 148 77PLASCON® Eco TerraY5-C1-2Accent colour:PLASCON® Fragrant Days Y6-C2-2

PANTONE® 7495CMYK 25 0 80 30RGB 125 143 41PLASCON® Grass KnollY5-C1-1Accent colour:PLASCON® River Reeds Y4-C2-1

30TRANSNET LIMITED


The exact specifications of the coloursassociated with the corporate anddivisional brands are referenced on thispage.


08 COLOUR PALETTEReference Swatches

COLOUR REFERENCE SWATCHES - TRANSNET LIMITED

PANTONE® 485 COATED

31TRANSNET LIMITED






PANTONE® 485 UNCOATED

32TRANSNET LIMITED






CMYK 0 95 100 0

33TRANSNET LIMITED





PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

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PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

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PANTONE® 485COATED

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PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

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PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

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PANTONE® 485COATED

PANTONE® 485COATED

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PANTONE® 485COATED

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PANTONE® 485COATED

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PANTONE® 485COATED

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PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

PANTONE® 485COATED

34TRANSNET LIMITED







35TRANSNET LIMITED







36TRANSNET LIMITED






CMYK 50 0 100 0

37TRANSNET LIMITED





PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

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PANTONE® 376COATED

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PANTONE® 376COATED

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PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

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PANTONE® 376COATED

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PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

PANTONE® 376COATED

38TRANSNET LIMITED







39TRANSNET LIMITED







40TRANSNET LIMITED






CMYK 0 10 33 82

41TRANSNET LIMITED





PANTONE® 405COATED

PANTONE® 405COATED

PANTONE® 405COATED

PANTONE® 405COATED

PANTONE® 405COATED

PANTONE® 405COATED

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PANTONE® 405COATED

42TRANSNET LIMITED





COLOUR REFERENCE SWATCHES - TRANSNET FREIGHT RAIL


43TRANSNET LIMITED







44TRANSNET LIMITED






CMYK 15 0 68 39

45TRANSNET LIMITED





PANTONE® 5767COATED














































































46TRANSNET LIMITED





COLOUR REFERENCE SWATCHES - TRANSNET ENGINEERING


47TRANSNET LIMITED







48TRANSNET LIMITED






CMYK 25 0 80 30

49TRANSNET LIMITED



















































































50TRANSNET LIMITED





COLOUR REFERENCE SWATCHES - TRANSNET NATIONAL PORTS AUTHORITY


51TRANSNET LIMITED







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CMYK 42 8 0 40

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54TRANSNET LIMITED





COLOUR REFERENCE SWATCHES - TRANSNET PORT TERMINALS


55TRANSNET LIMITED







56TRANSNET LIMITED






CMYK 43 0 14 21

57TRANSNET LIMITED



















































































58TRANSNET LIMITED





COLOUR REFERENCE SWATCHES - TRANSNET PIPELINES


59TRANSNET LIMITED






PANTONE®104 UNCOATED

60TRANSNET LIMITED






CMYK 0 3 100 30

61TRANSNET LIMITED





PANTONE® 104COATED

PANTONE® 104COATED

PANTONE® 104COATED

PANTONE® 104COATED

PANTONE® 104COATED

PANTONE® 104COATED

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PANTONE® 104COATED

62TRANSNET LIMITED


The Transnet brand manifests its visualidentity through many different formats ofthe printed word. Typography is an essentialelement of corporate identity and is usedto establish and reinforce Transnet'sindividual character consistently.

The primary alphanumeric typeface, APEX,including its font variations as shown, havebeen selected to express Transnet'scorporate identity typographically.

Usage: All corporate brand applications,printed material, collateral, publications,etc.


09 TYPOGRAPHYPrimary Typeface

PRIMARY ALPHANUMERIC TYPEFACE - APEX

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()

Apex Sans Book T


Apex Sans Book Italic T


Apex Sans Medium T


Apex Sans Medium Italic T


Apex Sans Bold T


Apex Sans Bold Italic T

63TRANSNET LIMITED


For more general applications, thesecondary alphanumeric typefaceTAHOMA, is used, including its fontvariation herewith.

Usage: All corporate internal and externalcommunications such as PCcommunications, letters, faxes, memos,notes, etc.

Note:i. The standardised and minimum font

point size for letters, faxes, memos, etc. is 11 pt.

ii. The maximum font point size for all documents is 14 pt. An exceptionmay be made, for example, with regardto documents for visually impairedpeople. In such cases, use 16 pt fontsize.

iii. For charts and graphs, the minimum font point size is 10 pt.

iv. For footnotes, the recommended fontpoint size is 10 pt.


09 TYPOGRAPHYSecondary Typeface

SECONDARY ALPHANUMERIC TYPEFACE - TAHOMA


Tahoma Plain


Tahoma Bold

64TRANSNET LIMITED


In the interest of corporate brandconformity and consistency, there arecertain prohibitions with regard to theapplication of the logo which need to beheeded.


10 DO’S AND DON’TSApplying the Logo

The logo should not be overlapped byor blended with other visual objectsor text.Lorem ipsum dolor sit

amet, consectetueradipiscing elit.

No borders may be drawn around thelogo.

The logo should be displayed as awhole; not partially, as a section ordetail thereof.

The compositional area of the logomay not be interfered with, defacedor creatively adapted in any form.

The logo may not be used as a dropshadow, slanted or skewed.

The logo may not incorporate arealistic drop shadow, such as thePhotoshop drop shadow effect.

Copying from inferior reproductionsis discouraged to avoid poor qualityimages that may compromise theintegrity of the logo.

No rotation or skewing may be madeto the logo.

The colours within the logo may notbe swapped around or replaced.

Only specified colours may be usedas a single colour application.

The positioning of the logo in relationto the logotype may not be changed.

The unique font type may not bechanged.

65TRANSNET LIMITED


In the interest of corporate brandconformity and consistency, there arecertain prohibitions with regard to theapplication of the logo and its relationshipto the descriptor or pay-off line, which needto be heeded.


10 DO’S AND DON’TSApplying the Logo

The divisional descriptor may only beapplied in the colour assigned to thedivision.

The position of the divisionaldescriptor may not be moved to anon-specified position.

The size of the divisional descriptorin relation to the logo may not bealtered.

The font of the divisional descriptormay not be changed.

The colour of the pay-off line may not be changed. The position of the pay-off line may not be moved to a non-specifiedposition.

The size of the pay-off line in relation to the logo may not be altered. The font of the pay-off line may not be changed.

66TRANSNET LIMITED


In order to assist with visual recognition, agraphic device that can either house colour,illustration, or photography, is employedwith text permissible inside or outside thegraphic device.


11 GRAPHIC DEVICEThe Housing Template

TEXT OUTSIDE THE GRAPHIC DEVICE

TEXT INSIDE THE GRAPHIC DEVICE

Text displayed in thisallocated area

Text displayed in thisallocated area

Text displayed inthis allocated area

Text displayed inthis allocated area

67TRANSNET LIMITED


Aspects and permutations of the BrandMark may be used creatively as a graphicdevice. The building blocks or parts of theBrand Mark may be pivoted and stacked tocreate a graphic device that resonates andamplifies the character of the Brand Markor umbrella logo.


11 GRAPHIC DEVICEThe Building Blocks

68TRANSNET LIMITED


Photographic subject matter is divided intofour distinct types. Whether choosingphotographs from a stock library or whenbriefing for a shoot, the subject mattershould always reflect one of these areasspecifically.

A Transnet Image Library is currentlyavailable Online or on CD.


12 PHOTOGRAPHIC STYLE

SERVICE SPECIFIC PRODUCT / COMMODITY SPECIFIC

TRANSNET AT WORK – INDUSTRIAL AND CORPORATE CUSTOMER INTERFACE

69TRANSNET LIMITED


Language and legal usage of brand names anddescriptors.

We have adopted both a naming conventionand use of terms and expressions as part ofthe brand identity. Transnet is an “integratedbulk freight transportation and logisticscompany”. The two simple statements thatexpress this new structure are “One company,One Vision”.

As pointed out in the description of theMonolithic Brand Architecture, all Transnetdivisions are secondary to the Transnet BrandName and Brand Mark. In other words, alldivisions are strongly endorsed by theoverarching Transnet Brand Name and BrandMark. This ensures that the various port, railand pipeline operations are positioned as“delivery vehicles or channels” of theintegrated whole.

Transnet is the sum of all its divisions.

The reason for retaining separate divisionalnames is to make it easier for customers andstakeholders to distinguish the variousdelivery channels. For the sake of absoluteclarity, the divisional names are descriptorsof the service. Also, the fact that they areliteral descriptors is another reason why itwould have been impractical to trademarkthem as independent logos or brand names.


13 BRAND LANGUAGE

NOMENCLATURE

BRAND RULES

The name of the legal entity is TransnetLimited. However, because the name“Transnet” possesses inherent equity andresonates strongly with stakeholders, it isused as the primary brand name.

To ensure clarity of communication, acronymscannot be used. To call the National PortsAuthority the NPA would confuse it with theNational Prosecuting Authority, also knownas the NPA.

To protect the inherent equity and strengthenthe alignment between the corporate brandand the operational divisions, all the brandnames must ALWAYS be used, i.e. Transnet +Division. From a legal perspective, thedivisional names are only defensibletrademarks when used as a unit.

When creating a document that includesseveral mentions of a division, use the fulldivisional name at the outset and state

immediately after it, in brackets, the onlyacceptable abbreviation in this context. e.g.Transnet Freight Rail (Freight Rail).

Thereafter in the document, you may refer toTransnet Freight Rail as “Freight Rail”, butonly if you have stated your intention to usethis abbreviation by use of parenthesis.

Transnet Limited TL TLTD Transnet LTD Limited

Transnet National Ports Authority TNPA NPA National Ports Authority National Ports Authority

Transnet Freight Rail TFR Rail Freight Rail Spoornet

Transnet Engineering TRE Engineering Engineering Transwerk

Transnet Pipelines TP Pipelines Pipelines Petronet

Transnet Port Terminals TPT Port Terminals Terminals SAPO

The abbreviation convention is only acceptablein a legal context where it is clearly statedwithin the document or contract that theabbreviation refers specifically to an operatingdivision.

Language and legal usage of brand names anddescriptors.

We have adopted both a naming conventionand use of terms and expressions as part ofthe brand identity. Transnet is an “integratedbulk freight transportation and logisticscompany”. The two simple statements thatexpress this new structure are “One company,One Vision”.

As pointed out in the description of theMonolithic Brand Architecture, all Transnetdivisions are secondary to the Transnet BrandName and Brand Mark. In other words, alldivisions are strongly endorsed by theoverarching Transnet Brand Name and BrandMark. This ensures that the various port, railand pipeline operations are positioned as“delivery vehicles or channels” of theintegrated whole.

Transnet is the sum of all its divisions.

The reason for retaining separate divisionalnames is to make it easier for customers andstakeholders to distinguish the variousdelivery channels. For the sake of absoluteclarity, the divisional names are descriptorsof the service. Also, the fact that they areliteral descriptors is another reason why itwould have been impractical to trademarkthem as independent logos or brand names.


13 BRAND LANGUAGE

NOMENCLATURE

BRAND RULES

The name of the legal entity is TransnetLimited. However, because the name“Transnet” possesses inherent equity andresonates strongly with stakeholders, it isused as the primary brand name.

To ensure clarity of communication, acronymscannot be used. To call the National PortsAuthority the NPA would confuse it with theNational Prosecuting Authority, also knownas the NPA.

To protect the inherent equity and strengthenthe alignment between the corporate brandand the operational divisions, all the brandnames must ALWAYS be used, i.e. Transnet +Division. From a legal perspective, thedivisional names are only defensibletrademarks when used as a unit.

When creating a document that includesseveral mentions of a division, use the fulldivisional name at the outset and state

immediately after it, in brackets, the onlyacceptable abbreviation in this context. e.g.Transnet Freight Rail (Freight Rail).

Thereafter in the document, you may refer toTransnet Freight Rail as “Freight Rail”, butonly if you have stated your intention to usethis abbreviation by use of parenthesis.

Note: The only acceptable use of acronyms is in“legal documents”, never in “branded collateral”.

The abbreviation convention is only acceptablein a legal context where it is clearly statedwithin the document or contract that theabbreviation refers specifically to an operatingdivision.

70TRANSNET LIMITED


Primary: Environment Wove

Specifications:• FSC certification (for environmentally

safe paper)• Made using pulp from recycled paper and

sugar cane• Made from ECF (Elementally Chlorine Free)

pulp and recycled water.

For production:• All letterheads and complimentary slips

require 118 GSM paper.• Business cards require 324 GSM paper.

Secondary: Conqueror Wove

Only in the event of paper shortages mayConqueror Wove be used instead ofEnvironment Wove. If neither are available,use Conqueror Smooth CX22.

Specifications:• FSC certification

(for environmentally safe paper)• Made using pulp from renewable forests• Made from ECF (Elementally Chlorine Free)

pulp Stoneywood Mill in Aberdeen, Scotland carries ISO certification

• The Mill has an investment in CHP (combined heat and power)

• Makes use of water from the Don river andrecycles the water back into the river afteruse, making use of strict water purificationmethods.

For production:• Letterheads and complimentary slips

require 120 GSM paper.• Business cards require 320 GSM paper.


14 TECHNICAL SPECIFICATIONSPaper Stock - Executive

TRANSNET CORPORATE AND DIVISIONAL EXECUTIVE STATIONERY

71TRANSNET LIMITED


Use Mondi Status Bond and Haddonia IvoryBoard, Ultra White Smooth for all Transnetcompany stationery.

Operations managers must use Mondi StatusBond for letterheads and complimentaryslips, and Haddonia Ivory Board, Ultra WhiteSmooth for business cards.

For production:• Letterheads and complimentary slips

require 120 GSM – Mondi paper.• Business cards require

280 GSM paper – Haddonia Ivory Board.


14 TECHNICAL SPECIFICATIONSPaper Stock - Company

TRANSNET COMPANY STATIONERY

72TRANSNET LIMITED



15 GLOSSARY

Brand architecture - The organising structureof the relationships of entities that go intomaking up the brand.

Brand management – The management ofintangible and tangible aspects of a brand.Branding signatures – The composition andplacement of the brands’ logo and symbolson various elements of communication.

Body copy - The main body of any printedmaterial that is indistinct from theintroduction, index, illustrations and headings.

CMYK – Cyan, Magenta, Yellow and Black inkused in four colour process printing to achievefull colour images or graphics.

Column width - The unit measurement bywhich space is sold in print media.

Copyright – The exclusive right, granted bylaw for a certain term of years, to make anddispose of copies of, and otherwise to control,a literary, musical, dramatic or artistic work.

Corporate identity – The term given to a setof logos that represent a brand in its entirety.

Co-branding – The use of two or more brandnames in a communication usually to signifya partnership, joint venture or anendorsement of an initiative

Control grid – The definition of the space andsizing rules between the various elements ofthe identity such as name, logo/symbol anddescriptors.

Deboss – To decorate with a moulding orcarving so that the background protrudesfrom the foreground shapes.

Dome – To cover with or encapsulate witha design.

Emboss – To decorate with a moulding orcarving so that the foreground protrudesfrom the surrounding background

Foil – A branding process that involves a thinlayer of polished metal or metallic ink placedonto an item or page to lend it luminance.

Font – A full set of type for printing orscreening where all the characters are ofthe same design and size.

Headline - A caption printed at the top ofa page or article in any printed material,usually in large letters and often summarizingthe content that follows it.

Holding shape – A shape, usually an extensionof a symbol or part thereof, used in graphiclayout to contain a picture or a sectionof type.

Identity guide – Summary document used toprovide a basic visual reference on thecorrect use of an identity

Layout – The way component parts orindividual elements are arranged in a design,stationery or literature.

Litho – A printing process in which the imageto be printed is rendered on a flat surface –eg as on sheet zinc or aluminium – and treatedto retain ink whilst the nonimage areas aretreated to repel ink.

Logo – A design, usually comprised of agraphic symbol and wordmark that is utilisedby an organisation on its letterheads,advertising and environmental signs as anemblem by which the organisation can beeasily recognised.

Media applications – Specifications forapplication of the national Coat of arms invarious media platforms.

Monolithic brand – Singular overarchingidentity that spans or identifies the variousofferings of products and services in aportfolio.

73TRANSNET LIMITED



15 GLOSSARY

Merchandise – Goods, products, stock orcommodities.

Naming structure – Guidelines specifyingthe display and placement of the brand nameor sub-brand name relation to the motherbrand/or logo/symbol.

Pay-off line – A short distinctive phrase usedto identify a company, organisation orits goals.

Pantone – International standards for colourspecification and referencing.

Pictogram – A pictorial symbol that replacesa word, facility or action. The subject must besingular in meaning and simple in form.Usually associated with signage systems anddesigned in matching suites, where the shapeand spatial design in similar cases.

Point – Unit of measurement of the size oftypography.

RGB – The values of the colours of Red, Green,Blue used to make colours on screen i.e web,television etc.

Sandblast – To blast air or steam carryingsand, at high velocity to etch glass, stone ormetal surfaces.

Scale – A term used for changing the sizeor weighting of elements, either graphic ortext, in a balanced way within the layout.

Sub-brand – A product or service within aportfolio of brands with a distinct identityfrom the mother brand.

Stock – Specification of paper in terms ofits weight in grammage (gsm) and type(bond or laid).

Symbol – The graphic component of a logothat can be made up of one or several icons,each with significant meaning used tocommunicate the values of the brand.

Trademark – The name, symbol, figure, letter,work or mark adopted and used by amanufacturers or merchant in order todesignate the goods he or she manufacturesor sells and to distinguish them from thosemanufactured or sold by others including, butnot limited to, any mark entitled toregistration under the provisions of a statueis a trademark.

Typeface – A particular style of printedcharacter – such as Apex, used on allliterature. Also referred to as a font.

Typography – The arrangement of printedcharacters on the page.

UV varnish – Creating a transparent glossysurface in a selected area.

Vinyl – A plastic material made from vinylpolymer.

Visual identity – A term used to describe acomplete visual look, it includes the style oftypography, relationships betweentypography and photography and the palettethat is maintained through all printed materialrelating to the brand.

Visual standards manual – comprehensiveinstruction on the correct use of the graphicelements which make up a visual identity.

Word Mark – Any letters, words or descriptorsconstructing a logo.

X-Height – The height of a type character.

74TRANSNET LIMITED

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