CORPORATE BRAND GUIDELINES Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 HARITH INTRODUCTION The following pages consist of guidlines designed to present the Harith General Partners logo and brand image consistently in all communication produced. The story of the Harith Brand. The name Harith is inspired by the North African description of the word meaning cultivator and protector. “OUR MISSION IS TO FIND COMMERCIAL SOLUTIONS TO OVERCOME DEVELOPMENT CHALLENGES.” A cultivator prepares land for growth and maintains that growth. Harith symbolizes this cultivation by creating opportunity in various sectors by funding and developing critical infrustructure on the African continent. Thus Harith enriches the soil of economic growth and social upliftment. The ‘swish’ in the logo represents that developement as well as the infinite progress for the future. The Harith brand represents development with a solution-driven approach while remaining strongly rooted in the African continent. This portrays the loyalty that is strongely rooted in the Harith brand. Harith believes that Africa is the last frontier of emerging markets thus achieving superior returns for risk capital. In this way Harith is protective of the African continent and of their investors. A protector is someone who is trusted to direct and defend. The Harith brand resonates with a protector as a character of strength, integrity and respect. Pioneering and inspiring, Harith remains grounded by strong partnerships and open communication. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 CONTENT PAGE BRAND IDENTITY THIS MANUAL ENCOMPASSES STANDARDS FOR THE FOLLOWING DESIGN PRINCIPLES: SECTION 01: Brand identity SECTION 02: Visual toolkit SECTION 03: Printed collateral SECTION 04: Advertising collateral SECTION 05: Promotional collateral Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 LOGO DESIGN BRAND IDENTITY It is essential that the logo is consistently applied across all printed and electronic materials that represent the brand. This section covers the following principles: • The primary logo • Construction, clear space and minimum size • Logo variations • Incorrect usage of the logo “CONSISTENCY IS KEY” Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 THE HARITH LOGO BRAND IDENTITY A case for a monolithic brand approach: The primary logo “THE APPROACH: CREATING CLARITY FROM CHAOS” Brand architecture is like financing in that each different circumstances call for a different approaches. Each brand must be defined by the organisations strategy, goals and stakeholders. No short cuts are taken and decisions are made with the long-term goals of the company in mind. The Harith brand has a monolithic approach with sub-products and subsidiaries supporting the brand’s values and business objectives. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 A MONOLITHIC HARITH BRAND IDENTITY BEST PRACTICE IN BRAND ARCHITECTURE The monolithic approach is viewed as a standout process as it follows the masterbrand. The heritage of the holding company is effectively transferred without the need for repositioning each time a new product or service is offered. SIMPLER BRAND MANAGEMENT The message management of the brand becomes a less complicated. Corporate identity development, and the evolution thereof, is also approached with less difficulty. GROW YOUR BRAND EQUITY AND NOT PRODUCTS Harith has developed various offerings, which are all underpinned by the strength of the holding company. The group will start to be seen as the pillar for all activities. COST-EFFECTIVENESS Streamlining the brand structure also offers financial savings as all the subsidiaries fall within a single identity. THE COLOUR VARIATIONS EXPERTISE WITHIN THE GROUP Leveraging the best of breed within the Harith Group becomes less complicated, even when operating in different countries, markets and with varied clients. A REDEFINED POSITION With such varied expertise and successful projects, it is crucial that the brand takes steps towards a defined positioning that speaks to a single purpose. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 INCORRECT USAGE BRAN IDENTITY 1. The logo may only appear in the primary colours of the brand or black and white 2. Do not distort the logo 3. Do not rotate the logo 4. Do not replace the logotype font 5. Always respect the white space around the logo HARITH Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 INTRODUCTION VISUAL TOOLKIT The visual toolkit or visual language is a set of design elements that work together to identify Harith even when the brandmark is not visible. THIS SECTION COVERS THE FOLLOWING: • Corporate typeface • Corporate colour palette • Activated backgrounds • Graphic devices • Photographic styling • Layout grids • Reproduction standards Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 TYPOGRAPHY VISUAL TOOLKIT Harith’s primary typeface is Calibri, this font is used in all applications used by staff. These applications include emails, letters etc. CALIBRI abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Calibri rules: Headings / Titles: Calibri Bold Body copy: Calibri Regular Emphasis: Calibri Bold Emphasis: Calibri Bold Italic Harith’s secondary typeface is Viga, this font is used in all design type applications (only to be used by Harith’s design team). Design type applications include posters, flyers, videos, profiles etc. VIGA abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Harith’s tertiary typeface is Acumin Pro font family, this font is also used in all design type applications (only to be used by Harith’s design team). Design type applications include posters, flyers, videos, profiles etc. Acumin Pro abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 COLOUR PALETTE VISUAL TOOLKIT The Harith colour palette consists of colours representing growth, balance, opportunity, innovation and inspiration. PANTONE: 378C CMYK: C35 M0 Y100 K60 RGB: R85 G108 B1 7 #556c11 PANTONE: 382C CMYK: C20 M0 Y100 K20 RGB: R176 G185 B29 #b0b91 d PANTONE: 615C CMYK: C30 M30 Y60 K0 RGB: R185 G168 B121 #b9a879 PANTONE: COOL GREY 8 C CMYK: C0 M0 Y0 K70 RGB: R109 G110 B113 #6d6e71 PANTONE: BLACK 3 U CMYK: C0 M0 Y0 K92 RGB: R59 G59 B60 #3B3B3C PANTONE: COOL GREY 8 C CMYK: C0 M0 Y0 K100 RGB: R35 G31 B32 #231F20 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 PHOTOGRAPHIC STYLE VISUAL TOOLKIT Photographic styling is a method used to differentiate the Harith brand. Images should reflect the brands personality, which is inspiring, ethical, caring, commited, honest and approachable. The images should also represent growth, direction and moving forward. Our visual language portrays infrastructure development and financing. When briefing a photographer or making selections of images, please consider the following: • Images should have a sense of optimism. • Images should be natural and authentic. • Imagery should be photographed outdoors in a natural light and not in a studio. • Wherever possible, there should be an abundance of the blue sky. • Wherever possible, the sun should be visible as a guardian element that shines down on the subject matter. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 INTRODUCTION PRINTED COLLATERAL GENERAL GUIDELINES It is crucial that all materials representing Harith are of high quality and production standard, in order to uphold the integrity of the brand. The corporate identity guidelines, corporate colours and typography should always be strictly adhered to. PRODUCTION SPECIFICATIONS Clothing and promotional items should be of high quality fabric, well-stitched and well-crafted. When choosing fabrics, please ensure that they match the corporate colours as closely as possible. OUTDOOR APPLICATIONS All outdoor applications such as billboards, decals or signage should be durable, weatherproof and UV resistant. Production standards and assembly should be faultless. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 LETTERHEAD TITLE, DATE OR SUBJECT PRINTED COLLATERAL Logo placed on the top right, from top to bottom. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur Harith General Partners (Pty) Lt d Tel (International): +27 11 384 400 0 Block A1, 34 Impala Road, Chislehurston, Sandto n, Private Bag X10049, Sandton, 214 6 Harith General Partners (Pty) Lt d Tel (International): +27 11 384 400 0 Block A1, 34 Impala Road, Chislehurston, Sandto n, Private Bag X10049, Sandton, 214 6 Directors: Jabu Moleketi (Chairman), Michael Olivier, Lungil e Cele, Arthur Moloto, Dolika Banda, Roshan Morar, Patrick Mngconkola, Tshepo Mahloele (Chief Executive Officer), Alwyn Wessels (MD: Strategy & Growth), Daw ie Nieman ( Financial Director), Tertius Steyn (Company S ecretary) dsf Harith General Partners is an Authorised Financial Services Provider with FSB License number 43795 Harith’s address, contact details and director names. Directors: Jabu Moleketi (Chairman), Michael Olivier, Lungil e Cele, Arthur Moloto, Dolika Banda, Roshan Morar, Patrick Mngconkola, Tshepo Mahloele (Chief Executive Officer), Alwyn Wessels (MD: Strategy & Growth), Daw ie Nieman ( Financial Director), Tertius Steyn (Company S ecretary) dsf Harith General Partners is an Authorised Financial Services Provider with FSB License number 43795 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 COMPLIMENTARY SLIP PRINTED COLLATERAL Header area WITH COMPLIMENTS WITH COMPLIMENTS Writing area Footer area Harith General Partners (Pty) Lt d Tel (International): +27 11 384 400 0 Block A1, 34 Impala Road, Chislehurston, Sandto n, Private Bag X10049, Sandton, 214 6 Harith General Partners (Pty) Lt d Tel (International): +27 11 384 400 0 Block A1, 34 Impala Road, Chislehurston, Sandto n, Private Bag X10049, Sandton, 214 6 Directors: Jabu Moleketi (Chairman), Michael Olivier, Lungil e Cele, Arthur Moloto, Dolika Banda, Roshan Morar, Patrick Mngconkola, Tshepo Mahloele (Chief Executive Officer), Alwyn Wessels (MD: Strategy & Growth), Daw ie Nieman ( Financial Director), Tertius Steyn (Company S ecretary) Directors: Jabu Moleketi (Chairman), Michael Olivier, Lungil e Cele, Arthur Moloto, Dolika Banda, Roshan Morar, Patrick Mngconkola, Tshepo Mahloele (Chief Executive Officer), Alwyn Wessels (MD: Strategy & Growth), Daw ie Nieman ( Financial Director), Tertius Steyn (Company S ecretary) dsf Harith General Partners is an Authorised Financial Services Provider with FSB License number 43795 dsf Harith General Partners is an Authorised Financial Services Provider with FSB License number 43795 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 BUSINESS CARD PRINTED COLLATERAL Staff member information Logo placement bottom left Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 ENVELOPE DESIGN PRINTED COLLATERAL Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 CD COVER & FLIP FOLDER Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 4379 5 PRINTED COLLATERAL Oc e TF ww w.raf.co.za Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 SIGNATURE DESIGN DIGITAL COLLATERAL Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 INTRODUCTION PROMOTIONAL COLLATERAL Promotional collateral (such as banners, clothing and give-aways) is branded using the basic brand identity guidelines explained in the first section of this guide. Promotional items may be embroidered, silkscreened, embossed or laser engraved. Always ensure that promotional items are of high quality in keeping with the brand image. The general banner designs are shown in this section using the brand rules as an example of promotional collateral. Other collateral include pens, waterbottles, memory sticks, notebooks etc. Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 GENERAL BANNERS PROMOTIONAL COLLATERAL Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795 Harith General Partners is an Authorised Financial Services Provider with FSB Licence number 43795
