corporate identity manual 2019 - waco international€¦ · african countries), australasia...

Corporate Identity Manual 2019

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Our Company – Our Brand

The Form-Scaff logo is the symbol of our

company and all that we stand for. It must be

depicted precisely and consistently. The logo

execution, the colours and the typefaces have

been selected to work together as our corporate

identity (CI).

This manual provides a comprehensive guide for

the correct use of our CI.

We are an operating division of Waco

International, a highly respected global

commercial and industrial services business.

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Waco International Brand Architecture

Waco International is the controlling entity of the

global business.

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global business.

Waco International currently has a portfolio

of eleven businesses operating under three

geographically located companies.

The geographical companies are managerial and

financial entities and not marketable brands.

Their corporate identity takes its lead from Waco

International.

Each company has a number of subsidiaries

operating within its geographical location

(Companies and Divisions).

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global business.

Waco International currently has a portfolio

of eleven businesses operating under three

geographically located companies.

The geographical companies are managerial and

financial entities and not marketable brands.

Their corporate identity takes its lead from Waco

International.

Each company has a number of subsidiaries

operating within its geographical location

(Companies and Divisions).

The primary value of Waco International lies

within the subsidiaries and their established and

respected brands.

Each subsidiary business is unique, offering an

array of specialist products and services for a

defined segment of the equipment rental and

industrial services markets. (Primary offer)

By communicating its alignment with Waco

International, each subsidiary is able to leverage

the competitive advantage of scale, financial

backing, innovation and global expertise.

(Secondary offer)

Construction Equipment

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Defining the RelationshipBetween Waco International and the Operating Brands

Waco International is a global group operating

on 3 continents, in 16 countries, at over 100

locations. It is important to continually reinforce

that the operating brands are part of a much

bigger operation.

This alignment helps the operating brands punch

above their weight; associating them with the

financial backing, innovation and global expertise

of the Group.

Secondly, the profile and size of Waco

International is raised with every potential

customer, investor, employee and stakeholder

through every alignment opportunity.

Two communication elements are used to

achieve this and the application of these is

covered in the next pages.

The Waco Endorsement

The Waco Footprint

Digital Print

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The Waco Endorsement

This element is a brand building property for

the Waco International Group. It communicates

scale, shared values and teamwork.

It may be updated periodically in order to remain

relevant in a changing market.

It should appear on marketing collateral such as

advertising, stationery and digital elements.

The endorsement must always appear in full

colour against white, or white only against the

Waco International blue, grey or any of the

operating brand’s primary colours. It should be

positioned in the bottom quarter of the design on

either the left or right and must accommodate

the minimum exclusion area. This exclusion area

is equal to the height and width of the globe.

Logo Relationship

The “We are Waco” logo size must always be a

minimum of 40% and a maximum of 60% of the

brand logo size.

Exclusion Area

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The Waco Footprint

To visualise the extent of Waco International, a

global map is used. The logos of all international

brands must be shown.

The positioning of the group reinforces Waco

International’s standing as a global player and

every subsidiary should use the same message

to communicate the Group’s positioning. This

copy can be used in either 1st or 3rd person.

[Headline]

We are Waco International

[Body Copy]

[Insert Operating Brand] is part of Waco

International, a focused equipment rental and

industrial services business with operations

in Africa (South Africa and other sub-Saharan

African countries), Australasia (Australia and New

Zealand) and the United Kingdom.

The Group provides services in the areas of

formwork, shoring and scaffolding, insulation,

painting and blasting, hydraulics and suspended

access platforms, relocatable modular buildings,

portable sanitation products and integrated

hygiene services.

Digital

Print

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Contents

Section 1

01 The Form-Scaff Brand Logo

03 Proportional Construction of Logo

04 Logo Exclusion Area

05 Correct Use of the Brand Logo

06 Single Colour Application of the Brand Logo

07 Incorrect Use of the Brand Logo

08 Brand Slogan

09 Colour Palette

10 Corporate Typefaces

11 Using the Logo in External Brand

Partnerships

12 Product Logos

13 Product Logos – Single Colour Application

Section 2

15 Applying the Brand Identity

16 Letterhead

17 Business Cards

18 Email Signature

20 PowerPoint Presentation

21 Branch Signage

22 Vehicle Branding

27 Truck Branding

31 Clothing – Caps and Shirts

32 Event Material – Banners

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Branding

Elements

Section 1

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Brand Logo

The Form-Scaff brand logo is a visual statement

of our vision, values, strength and integrity. By

following this guide, you help define Form-Scaff

for our customers, partners, and employees.

Equally important, you help them recognise,

differentiate, and remember the Form-Scaff

brand. It is an extremely valuable asset and this

corporate identity guide (CI) has been produced

to help people who use the brand to understand

how it must be correctly, and consistently

applied. It offers a framework for making and

evaluating creative decisions.

If you have questions about how to use any brand

elements, or need additional information contact

[email protected]

Proportions

The logo must strictly adhere to the following

proportions:

Height = 1.000

Width = 6.065

You can download the logo in a variety of formats

from http://www.wacointernational.co.za/logos/

downloads/formscaff.html

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• The symbol may be used on its own, when

circumstances dictate.

• The logotype is NEVER used without the

symbol.

• The logo font is Haettenschweiller.

The symbol

There are two visual elements to the logo:

The logotype

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Formwork & Scaffolding Solutions

Proportional Construction of the Logo

The logo is physically constructed according to

the proportions shown. The Brand Logo must

NEVER be drawn.

The symbol is ALWAYS positioned on the left of

the logotype.

To ensure consistency of application, the Brand

Logo and all product logos illustrated in this

manual should always be reproduced from the

digital artwork provided.

The space between the icon and the logo is “X”.

The space between the logo and slogan is “X”.

“X” is defined by the width of the F

x

x

x

x

x

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Logo Exclusion Area

An exclusion area is the amount of clear space

there must be around the logo. This ensures that

the logo always bold and clear. No objects must

intrude into this space.

The exclusion area is defined as 50% of the

width and height of the height of the slanted FS

icon.

= Exclusion Area (50%)

Exclusion Area

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The Brand Logo against a white background.

The Brand Logo in red against a black background. The Brand icon in full colour.

The Brand Logo used in full colour against a grey background.

Correct Use of the Brand Logo

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Red Brand Logo against a white background.

Red Brand Logo against a black background.

Red Brand Logo against a light grey background.

Single Colour Application of the Brand Logo

White Brand Logo against a red background.

White Brand Logo against a black background.

White Brand Logo against a dark grey background.

Black Brand Logo against a white background.

Black Brand Logo against a grey background.

Black Brand Logo against a light grey background.

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Incorrect Use of the Brand Logo

Incorrect use of colour

Old logo with corporate signature The Form-Scaff logo letters have been displayed vertically.

Logo has been distorted

Do not rotate, invert, spin, angle or pivot the logo

Missing logo elements

Do not add any other graphic elements

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Brand Slogan

Our brand slogan defines what we do -

‘Scaffolding & Formwork Solutions’

It is used in conjunction with the brand logo to

reinforce this association with customer through

communication elements such as advertising,

marketing collateral, digital and stationery.

When used together, a fixed relationship must be

maintained to ensure that the brand positioning

line does not detract from the Brand Logo. This

is displayed. The brand positioning line should be

set in Universe LT Std 55 Roman. (Example 1)

However the Brand Slogan may be positioned

separately within the same element of

communication. (Example 2)

The Brand Slogan is not used with product brand

logos.

Brand Logo

Example 1

Example 2

Brand Slogan (Universe LT Std 55 Roman)

Brand Slogan (Universe LT Std 55 Roman)



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Colour Palette

The corporate colours are taken from the

internationally used Pantone® colour matching

system for lithographic printing inks and these

must always be used as the standard. In the four

colour printing process (CMYK), it is not possible

to achieve an exact match to the Pantone®

inks. The CMYK colour swatches shown are the

closest possible match achievable.

We recommend that the coated Pantone

reference be used when printing special / spot

colours. Coated and uncoated paper stocks will

also give varied colour results, therefore we

recommend the coated Pantone reference when

printing on coated and uncoated paper stocks.

Please note that the 4 Process colour / CMYK

breakdown will also vary when printed on coated

and uncoated paper stocks.

In digital media, the standards for RGB (PC

usage) and web-safe (Hexadecimal) colours

shown on this page must be followed.

Primary Colours

Secondary Colours

Black

C0 M0 Y0 K100

R0 G0 B0

Hex #000000

Red

Pantone 186C

C2 M100 Y82 K6

R218 G26 B53

Hex #DA1935

Grey

C0 M0 Y0 K60

R128 G130 B133

Hex #808284

Light Grey

C0 M0 Y0 K30

R188 G190 B192

Hex #BBBDC0

Dark Grey

C0 M0 Y0 K80

R88 G89 B91

Hex #58585B

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Corporate Typefaces

The Microsoft typeface shown (Arial) is available

as a system font on all computers and should be

used for all word processor generated documents

as well as in the production of all PowerPoint®

presentations.

The Arial range of typefaces should also be used

on Internet and Intranet pages. These typefaces

are available in a variety of weights providing

flexibility for all print and online communications.

Univers 45 LightABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers 55 RomanABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers 75 BlackABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

HaettenschweilerABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Univers 65 BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

In addition to the consistent application of visual elements, the CI requires the consistent use of typefaces (also known as

fonts).Typography creates an important visual distinction and allows us to be recognised at a glance.

Form-Scaff has chosen three defined typefaces.

Haettenschweiller is the font used for the corporate and product logos.

Univers is the primary external typeface to be used when professional design studios are commissioned. Due to its universal

appeal and ease of use across all platforms, all typographic details relating to stationery, signage, promotional and advertising

must utilise this font (please see relevant sections of this manual for specifics).

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Using the Logo in External Brand Partnerships

Should Form-Scaff become involved in a joint

venture such as an event, sponsorship or alliance,

we must always strive to be the dominant party.

The co-branding of such ventures will generally

be subject to mutual agreement.

Ideally, the Form-Scaff logo should be dominant

with other logos not exceeding 60% of the

area of the Form-Scaff logo. The main Form-

Scaff brand logo should be used rather than the

horizontal application where possible.

In co-branding scenarios where Form-Scaff will

not be the dominant partner (eg. the Comrades

Marathon) the Form-Scaff logo should be no less

than 60% of the area of the largest aspect of the

partnering logo.

Endorsed branding where Form-Scaff

is the main sponsor

Equal partner sponsorship

Endorsed branding where Form-Scaff

is not the main sponsor

The Form-Scaff logo should be dominant with other logos

not exceeding 60% of the area of the Form-Scaff logo.

The Form-Scaff logo should be no less than 60% of the area

of the largest aspect of the partnering logo.

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Product Logos

When creating a product logo, the Form-Scaff

corporate typeface Haettenschweiler is used,

and the product name is always depicted in

lower case.

Form-Scaff’s product logos are an integral part of

communicating the brand, and should always be

depicted in line with this guide.

The spacing between the FS icon and the start

of the lettering should be the same as that of the

Form-Scaff logo.

The ascender, or top point of the tallest letter

must align to the top line of the FS icon. The base

line of the text is always aligned to the base line

of the FS icon. Any descender in the text (for

example on the lower case letter “g”) extends

below this line.

The same exclusion area as defined for the

Form-Scaff logo is applied to product logos.

columns

kwik-stage

= Exclusion Area (50%)

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kwik-stage

Product Logos - Single Colour Application

When the product logo is used in a single colour

application (white out of red or black), the defined

spacing must be adhered to.

The FS icon appears in a block, with the spacing

around the icon equal in height and width to the

measurement “Y”. “Y” is defined by the area

from the top of the “F” to the base of the top line

of “S” of the “FS” icon.

The gap between the block containing the FS

icon and the block containing the product name is

defined by “X”. “X” is measured from the space

between the base of the FS lettering and the

baseline of the bounding box.

The product name appears within a red block

with the spacing around the lettering equal in

height and width to the measurement “Y”

and / or as per the construction of the Form-Scaff

logo. This dictates that the ascender, or top point

of the tallest letter is aligned to the top line of

the FS icon, and the base line of the lettering is

always aligned to the base line of the FS icon.

Any descender in the text (for example on the

lower case letter “g”) extends below this line and

into the area defined by “Y”.

When used alone, the area “Y” defines the space

between the end of the product name and the

end of the red block.

x

x

y

y

x

x

y

y

y

y

y

y

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Application of the Brand Identity

Section 2

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Applying the Brand Identity

This section of the manual details how the

corporate identity guidelines are put into

practice through the main visual elements of

the company. It is designed to help us present

a strong, consistent visual image to the various

stakeholders that we interact with. The ultimate

success of the correct execution of our corporate

identity rests with you, so please study the

standards carefully and apply them rigorously.

Whenever we use our brand logo and elements

of our corporate identity, we must ensure that

we, and the suppliers we select, do not allow

our logo to be misused or distorted. Each of us is

tasked with this responsibility.

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Client AddressRandburg0000GautengSouth Africa00 May 2017

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Yours sincerely,

John F. Smith

Letterhead

All external and formal communication is to be

made on the company’s corporate letterhead.

Only use the letterhead template that has been

created in Microsoft Word.

Layout

Font: Arial upper and lowercase

Font colour: 90% black

Font Size

Headings: 11/12 pt

Body copy: 9/10 pt

Alignment: Text to be aligned with single

line spacing.

Colours

Red: Pantone 186C

C0 M100 Y81 K4

Black: C30 M0 Y0 K100

Light Grey: C0 M0 Y0 K30

DarkGrey: C0 M0 Y0 K60

Note: Form-Scaff does not use continuation

paper. All subsequent pages should be printed on

standard white A4, 90gsm paper.

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Business Cards

All business cards must be consistent and should

not deviate from the CI.

Font: Univers

Card size: 90mm x 50mm

Paper: Magno Satin, 350gsm

Colours

Red: Pantone 186C

C0 M100 Y81 K4

Black: C30 M0 Y0 K100

Dark Grey: C0 M0 Y0 K80

Light Grey: C0 M0 Y0 K30

Font Sizes & Colours

Front of Card

Name: 11 pt, bold, red

Position: 7 pt, bold, black

Qualifications*: 7 pt, italic, dark grey

Contact info: 7 pt, regular / bold, dark grey

Back of Card

Address Details: 7 pt, regular, white

Services: 7 pt, bold, red

* where required

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Email Signature

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All email signatures must be consistent and

should not deviate from the CI.

Font: Arial

Size: 250 x 250 pixels

Colours

Red: R218 G26 B53

Black: R0 G0 B0

Dark Grey: R88 G89 B91

Grey: R128 G130 B133

Light Grey: R188 G190 B192

Font sizes

Name: 10 pt, bold, red

Position: 10 pt, regular, dark grey

Qualifications*: 9 pt. italic, dark grey

Branch Name: 9pt, bold, dark grey

Details: 9 pt, bold / regular, dark grey

Website: 9 pt, bold, red

* where required

John SmithBranch Manager(Qualifications)

Branch Name / Departmenttel +27 11 234 5678cell +27 82 345 6789www.formscaff.com

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Email Signature

In certain instances, the email signature may

be temporarily updated to include relevant

promotional, marketing or social awareness

messaging.

This banner will be positioned on the right hand

side of the email signature, as pictured.

Email signature banners may only be

implemented by the Company.

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DECEMBER 01

[ WORLD AIDS DAY ]

John SmithBranch Manager(Qualifications)

Branch Name / Departmenttel +27 11 234 5678cell +27 82 345 6789www.formscaff.com

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PowerPoint Presentation

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– Second level • Third Level • Fourth Level • Fifth Level

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Click here to edit Master Subtitle style

– Second level • Third Level • Fourth Level • Fifth Level

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Presentation

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Presentation sub heading

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Branch Signage

Branch signage must always clearly display the

Form-Scaff brand name, supported by the Waco

endorsement.

Where possible, signage should also include all

contact details for the branch.

This is a guideline only as each branch / building

will require different signage dimensions. All

branding must be approved by head office before

being implemented.

Pietermaritzburg

www.formscaff.com

Hire and Sales of

Formwork and Scaffolding

[email protected]

031 758 2145

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Vehicle Branding

The brand logo must be displayed on the rear and

doors of the vehicle, with the Waco endorsement

included on the back side panel.

The branch address is included on the doors of

the vehicle.

The brand slogan and branch contact number

must be displayed on the rear of vehicle under

the brand logo.

This is a guideline only as all vehicles are different

and available areas for branding differ between

vehicle models. All branding must be approved by

head office before being implemented.

The font used for all vehicle branding is

Univers 45 LT

ISUZU VEHICLESKB 250 D-Teq Fleetside 4X2 – Single Cab

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Vehicle Branding





the vehicle.



the brand logo.






Univers 45 LT

ISUZU VEHICLESKB 250 D-Teq LE 4X2 – Double Cab

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Vehicle Branding





the vehicle.



the brand logo.






Univers 45 LT

TOYOTA VEHICLESToyota Hilux 2.4 GD-6 RB SRX MT - Single

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Vehicle Branding





the vehicle.



the brand logo.






Univers 45 LT

TOYOTA VEHICLESToyota Hilux 2.4 GD-6 RB SRX MT - Double

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Vehicle Branding





the vehicle.



the brand logo.






Univers 45 LT

NISSAN VEHICLESNP200 1.5DCi Base A/C + Safety

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Truck Branding

011 842 4000 www.formscaff.com


Formwork Supportwork Scaffolding www.formscaff.com

Branch

Address Details

011 234 5678 Hire and Sales of Formwork & Scaffolding

ISUZU TRUCKSNPR 400 Drop Sides

The brand logo must be displayed on the front,

rear and doors of the vehicle.

The side panels are used to show the three

key focus areas of the business; formwork,

supportwork and scaffolding.

The branch address should be included on the

doors of the vehicle, and the contact telephone

number must always appear below the logo on

the doors and rear of the truck.

Branding on the drop sides of the truck should

not exceed 400mm.

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not exceed 400mm.

Truck Branding

ISUZU TRUCKSFVZ 1400

Formwork & Scaffolding Solutions 011 842 4000 www.formscaff.com

Hire and Sales of Formwork & ScaffoldingBranch

Address Details011 234 5678

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not exceed 400mm.

Truck Branding

ISUZU TRUCKSFTR 850

Formwork & Scaffolding Solutions 011 842 4000 www.formscaff.com

BranchAddress Details011 234 5678

Hire and Sales of Formwork & Scaffolding

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Truck Branding

HINO TRUCKSHINO 700 Truck Traktor

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Clothing – Caps & Shirts

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Event Material – Banners

safe line

Pull-up Banner Shark-fin BannerTelescopic Banner

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