visual standards manual & branding for umvuzo medical aids

Visual Standards Manual

umvuzo Visual Standards Manual

2

Introduction

Logo

Descriptive logo

Logo in greyscale

Logo in color

Incorrect application of logo

Letterhead: Portrait

Letterhead Example

Business card

T- shirt design

Umbrella design

345678

IDENTIFICATIONELEMENTS

STATIONERY ELEMENTS

PROMOTIONALELEMENTS

91011

1213

TABLE OF CONTENTS


3

AN INTRODUCTION TOCORPORATE IDENTITY

Like all people, every company or organisation has it’s own distinc-tive identity. This identity is the determining factor in the entity’s communication and the relationships that follow thereon. A com-pany or organisation’s corporate identity is therefore its communi-cation at its most basic and nonverbal level.

Corporate identity creates the basis for the introduction and rec-ognition of brands and although this identity consists not only of visual communication, the latter is the central element from which other elements such as brand values, aims and corporate culture is communicated.

Most important of the considerations of corporate identity is con-sistent visual communication throughout all means and on all lev-els.


4

DESIGNINGTHE LOGO

Umvuzo’s logo consists of the logo symbol and ty-pography used underneath the symbol. The typog-raphy of the logo consists of the words ‘umvuzo’ (small caps) and ‘HEALTH’ (all caps), all aligned to the centre of the symbol.

The logo evokes a feeling of emotional ease through the use of colors that are all soft shades of grey or beige. These soft colors are further complimented by the ample use of white space to leave behind a consoling impression which is in keeping with the nature and character of a medical scheme.

This ‘Peace of mind’ impression is enforced by cen-tre aligned objects creating an established, trust-worthy esthetic.

DTL Prokyon was chosen as the logo’s typeface for its modern, yet simple and unconceited characteris-tics - which is also true for Umvuzo Health.

Lower case lettering was used for the word ‘umvuzo’ to create an essence of accessibility and to avoid the

cluttered feeling evoked by sentence case lettering with their detailed ascenders and descenders and also to

avoid the heavy character of upper case lettering.

The forceful effect created by use of upper case lettering with ‘HEALTH‘ was softened by the significantly small size of

the typography, whilst still keeping its strong and established character. In this way the typography of these two words are

complementing each other to create an impression illustrative of Umvuzo’s character: ‘umvuzo’ captures the medical scheme’s caring

and accessible personality while ‘HEALTH‘ shows the reliable, trans-parent and efficient nature with which the scheme operates.

Behind Umvuzo’s symbol logo lies symbolism in many parts. Chief to these is the cross created by light grey rounded rectangles alluding to the

red cross commonly used in the medicine practice.

Still in the same vein, although to a lesser extent, the rounded rectangles resem-ble a view of cells under a microscope.

Of greater importance is the symbol showing many separate entities joined into a great-er entirety surrounded by a thick outline signifying a bond between them. This unified

entity is depictive of the ubuntu spirit that is celebrated on the African continent. Research indicated that the scheme’s members value common humanity and therefore also a medical

scheme that sees itself as one of its members; creating a collective whole. The logo’s symbolic meaning is therefore ultimately an allegorical representation: Umvuzo’s logo IS its members, liter-

ally. The scheme’s members are the driving force and focus behind everything they do.


5

DESCRIPTIVE LOGO

The following instructions need to be followed systematically to ensure accurate construction of Umvuzo’s logo. This is only necessary if the logo is not available. Firstly, a relative unit of measurement must be established. For this logo, that unit will be the horizontal distance be-tween the vertical terminals of the lower case ‘m’ in ‘umvuzo‘. The correct font specifications (see middle left of this page) must be followed for this distance to be determined accurately. From now on, this distance will be represented by x (see illustration to the left), with the dimen-sions of all other objects sized according to this unit of measurement.

UNIT OF MEASUREMENT

FONT SPECIFICATION

FONT SPECIFICATION

FONT: DTL ProkyonST Medium

(In lower case lettering)

TRACKING: +10

FONT: DTL ProkyonST Medium

(In upper case lettering)

TRACKING: +300

FOR: ‘umvuzo‘

FOR: ‘HEALTH‘

1Type ‘umvuzo‘ following the above mentioned instruc-tions. Expand the text to convert it to vector format. Follow the same instruction with ‘HEALTH‘

2 Draw a set of vertical guides. The first aligned to the left side of the right vertical terminal of the ‘m’. Draw another aligned to the right side of the right vertical ter-minal of the ‘u‘

4 Draw another set of guides. The first aligned to the left side of the middle terminal of ‘m‘ and the other to the bottom left terminal of ‘z‘

5 Resize and position the vector logo symbol (authentic vector must be supplied and may not be recreated) to fit be-tween these two guides.

Continued on overleaf

3 Re-size and position ‘HEALTH‘ to fit between these two guides.

LOGO CONSTRUCTION INSTRUCTIONS


6

DESCRIPTIVE LOGO SYMBOL

LOGO OPTIONS IN GREYSCALE

6 Position ‘HEALTH‘ a vertical dis-tance of x be-neath the bot-tom horizontal terminals of ‘umvuzo‘

12 Steps 8 - 11’s guides will form a rectangle that may not be filled with anything other than the created logo.

7 Position the logo symbol a vertical dis-tance of x and a half above the top horizontal terminals of ‘umvuzo‘

8 Draw a horizontal guide the verti-cal distance of 3 x’s downward from the bot-tom terminals of ‘HEALTH‘

9 Draw a hor-izontal guide the vertical distance of 3 x’s upward from the topmost point of the logo symbol

10 Draw a vertical guide the horizontal distance of 3 x’s to the left of the leftmost termi-nal of the ‘u’ of ‘umvuzo‘

11 Draw a vertical guide the horizontal distance of 3 x’s to the right of the rightmost terminal of the ‘o’ of ‘umvuzo‘

LOGO CONSTRUCTION INSTRUCTIONS (FROM PAGE 5)

CMYK

C 0 M 0 Y 0

K 30

RGB

R 191 G 187 B 187

# BFBBBB

CMYK

C 0 M 0 Y 0

K 30

RGB

R 191 G 187 B 187

# BFBBBB

CMYK

C 0 M 0 Y 0

K 30

RGB

R 191 G 187 B 187

# BFBBBB

CMYK

C 0 M 0 Y 0

K 90

RGB

R 79 G 80 B 82

# 414042

CMYK

C 0 M 0 Y 0

K 90

RGB

R 79 G 80 B 82

# 414042

CMYK

C 0 M 0 Y 0 K 0

RGB

R 109 G 110 B 113

# 6D6E71

CMYK

C 0 M 0 Y 0 K 0

RGB

R 109 G 110 B 113

# 6D6E71

CMYK

C 0 M 0 Y 0 K 0

RGB

R 255 G 255 B 255

# FFFFFF

CMYK

C 0 M 0 Y 0 K 0

RGB

R 255 G 255 B 255

# FFFFFF

CMYK

C 0 M 0 Y 0

K 55

RGB

R 138 G 140 B 142

# 8A8C8E


7

LOGO OPTIONSIN FULL COLOR

CMYK

C 17 M 12 Y 16 K 0

RGB

R 210 G 211 B 206

# D2D3CE

CMYK

C 62 M 53 Y 50 K 22

RGB

R 79 G 80 B 82

# 616264

CMYK

C 27 M 34 Y 61 K 1

RGB

R 186 G 160 B 120

# BAA078

CMYK

C 0 M 0 Y 0 K 0

RGB

R 255 G 255 B 255

# FFFFFF

CMYK

C 0 M 0 Y 0

K 33

RGB

R 167 G 199 B 172

# B6B8BA

CMYK

C 0 M 0 Y 0

K 100

RGB

R 35 G 31 B 32

# 231F20

CMYK

C 0 M 0 Y 0

K 55

RGB

R 138 G 140 B 142

# 8A8C8E

CMYK

C 0 M 0 Y 0

K 80

RGB

R 88 G 89 B 91

# 58595B

CMYK

C 0 M 0 Y 0

K 80

RGB

R 88 G 89 B 91

# 58595B

CMYK

C 0 M 0 Y 0

K 80

RGB

R 88 G 89 B 91

# 58595B

CMYK

C 0 M 0 Y 0

K 80

RGB

R 88 G 89 B 91

# 58595B

CMYK

C 0 M 0 Y 0

K 80

RGB

R 88 G 89 B 91

# 58595B

CMYK

C 17 M 12 Y 16 K 0

RGB

R 210 G 211 B 206

# D2D3CE

CMYK

C 17 M 12 Y 16 K 0

RGB

R 210 G 211 B 206

# D2D3CE

CMYK

C 17 M 12 Y 16 K 0

RGB

R 210 G 211 B 206

# D2D3CE

CMYK

C 62 M 53 Y 50 K 22

RGB

R 97 G 98 B 100

# 616264

CMYK

C 27 M 34 Y 61 K 1

RGB

R 186 G 160 B 120

# BAA078

CMYK

C 27 M 34 Y 61 K 1

RGB

R 186 G 160 B 120

# BAA078

CMYK

C 27 M 34 Y 61 K 1

RGB

R 186 G 160 B 120

# BAA078

CMYK

C 26 M 28 Y 54 K 1

RGB

R 192 G 173 B 134

# C0AD86


8

LOGO INCORRECT APPLICATION

Do not apply shadows, other blending effects or transparency to the logo

Do not flip or rotate any of the logo’s elements

Do not change the horizontal to vertical proportions of the logo

Do not exceed the restricted ‘white space’ specified in steps 8 -9 on page 6

Do not change the change the positional relationship between the type and symbol

Do not change substitute the logo’s typeface for any other typeface or for a different version of DTP Prokyon

Do not make any alterations (color, size, placement) to the typography of the logo

Do not change the colors of the typogra-phy or the symbol

Do not alter the vector logo symbol or the lettering in any way

umvuzo

1 If, for some reason the Umvuzo logo is placed on a background of similar color to the ‘umvuzo‘ and ‘HEALTH‘ text and therefore illegible, the color of the text may be substituted with a black with a tint value of 40%. The logo may not be applied in this matter without Umvuzo’s con-sent. See t-shirt #2 on page 12 for an example.

2 The enlarged logo sym-bol applied as a watermark (see page 1, 3 and 4) may not be used by anyone but Um-vuzo. The logo is intended for the corporate purposes only.

3 With given consent the logo may be placed on photo’s or textures (see Umvuzo’s Mem-bership Booklet for an example).

EXCEPTIONS AND OTHER CONSTRICTIONS


9

LETTERHEADPORTRAIT

WEBSITE: www.umvuzohealth.co.za CALL CENTRE: 0861 083 083

FAX: 086 670 0242

Pretoria 0183, Fearie Glenn | Glennwood Office Park14 Sprite Avenue | Building C, 1St Floor


10

LETTERHEADEXAMPLE


FAX: 086 670 0242


Monday 15 APRIL 2011

Dear Mr Volch

Re : Our discussion 02 February 2011 - ‘The Financial Future of Africa’

Following on from our telephone conversation of last week, I have taken the liberty of extractingsome comments from a discussion group that was recently held on this subject. It reads as follows ;

‘The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacityto emerge and succeed as a thriving, caring world-class ‘new economy’ ; secondly, that beforethe onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindsetand game plan to achieve this success; thirdly, that you and hundreds of like-minded peoplethroughout Africa, whom we have identified and continue to identify together have a major roleto play in the process - ‘ (continued in the attached documentation)

The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that wouldgive substance to the vision of the African Renaissance. I trust that the underlying messagecontained in this documentation will begin to answer your investment questions and concerns- the balance of which we can debate during your forthcoming visit to South Africa.

Yours sincerely,

D. WoodJoint Managing Director/encl.Direct Line: +27 11 269 0000E-mail: [email protected]


11

BUSINESS CARD

FRONT

Printed on 0.185 white matte

paper with laser-cut outline

BACK


12

#2

Dark Brown

#3

Grey

T-SHIRT DESIGN

#1

Beige


13

UMBRELLADESIGN

UMBRELLA

Light weight plastic umbrella


FAX: 086 670 0242


Monday 15 APRIL 2011

Dear Mr Volch

Re : Our discussion 02 February 2011 - ‘The Financial Future of Africa’

Following on from our telephone conversation of last week, I have taken the liberty of extractingsome comments from a discussion group that was recently held on this subject. It reads as follows ;

‘The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacityto emerge and succeed as a thriving, caring world-class ‘new economy’ ; secondly, that beforethe onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindsetand game plan to achieve this success; thirdly, that you and hundreds of like-minded peoplethroughout Africa, whom we have identified and continue to identify together have a major roleto play in the process - ‘ (continued in the attached documentation)

The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that wouldgive substance to the vision of the African Renaissance. I trust that the underlying messagecontained in this documentation will begin to answer your investment questions and concerns- the balance of which we can debate during your forthcoming visit to South Africa.

Yours sincerely,

D. WoodJoint Managing Director/encl.Direct Line: +27 11 269 0000E-mail: [email protected]

visual standards manual & branding for umvuzo medical aids

Documents

logo symbol

umvuzo health

umvuzos symbol logo

sistent visual communication

use of upper case lettering

sentence case lettering

lower case lettering

word umvuzo