KWAZULU-NATAL LIQUOR AUTHORITY CORPORATE IDENTITY GUIDE

1. Corporate Identity Guidelines

2. KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 2 Graphic Standards The KZN Liquor Authority Logo Use of the Logo Colour and Space Logo Variations Incorrect Usage of the Logo Colour Typography Stationery Banners Posters, Billboards Powerpoint Template Publication Advert Template Co-Branding Branded Clothing Branded Gifts Branded Vehicles Buildings and Signage 3 4 5 5 6 7 8 9 10 12 13 14 15 16 21 24 27 29 Contents:

3. Graphic Standards KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 3 The visual identity of KwaZulu-Natal Liquor Authority is created through the consistent use of graphic elements, including logo, typography and color palette. By preserving a corporate, professional and recognizable look for KZN Liquor Authority, we are protecting the brand’s name and reinforcing the quality ofthe Liquor Authority as an institution to all audiences. The existence of these guidelines does not mean that all material must appear exactly alike. However, these guidelines call for materials to demonstrate a familiar resemblance so it is clear they are from the same institution. This will cause the audience to associate all branded materials with KZN Liquor Authority. The guidelines that follow apply to the logo, typeface, and color usage associated with the KZN Liquor Authority brand in line with their vision and mission. Vision The vision of the KwaZulu Natal Liquor Authority is: To effectively stimulate and to regulate the liquor industry, whilst protecting the rights of citizens, through an effective and efficient Kwa- Zulu Natal Liquor Authority. Mission/Purpose The purpose of the Liquor Authority is: To ensure the effective and efficient administration of the Liquor Licensing Act. Value Statement Promoting sustained industry development through empowering our communities and society with responsible practices and regulations. KwaZulu Natal liquor Licensing Act 2010, Act no 06 of 2010: To provide for the regulation, control and licensing of the retail sale and micro manufacture of liquor in the Province of KwaZulu-Natal; to provide for the establishment of the KwaZulu-Natal Liquor Authority and local committees of the Liquor Authority; to provide for the appointment of inspectors and their powers and duties; and to provide for matters connected therewith.

4. The KZN Liquor Authority Logo Brand Communication KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 4 The KwaZulu Natal Liquor Authority brand represents all legislative liquor conduct, compliance, governance and regulation in the province of KwaZulu Natal. This brand is responsible for uniting all liquor industry stakeholders in KwaZulu Natal whilst also representing the needs of the consumer and the general populace of the province. The brand promises to provide stakeholders with growth and prosperity through responsible trading practises. The brand logo selected to represent the KwaZulu Natal Liquor Authority is an abstract, clean and classical brand logo which is supported by the use of clean and legible writing fonts. The adopted main icon which is the focal point of the logo are two hands joining together to make a drinking vessel. The hands, their shape and outer structure may be seen as the outside shape of a wine glass. The use of two human hands joint together explicitly signifies the caring human element and social responsibility element of the Liquor Authority. The hands uphold two circular rings showing unity and strength. The rims may be interpreted to represent the various forms of liquor in the market including traditional beer in the form of “ukamba”. Above this, these rims present the marks left by liquor bottles as well as caps of liquor bottles. Moreover, the rims may metaphorically be seen as the sun which shines and provides light for our people in the liquor industry. This may also be seen to present completeness and whole- ness especially when combined with the supporting hands as this represents nourishment and sustenance. The name KwaZulu Natal below the main logo elements has the K, the Z, and the N in capital letters with a bold font. This is to stress the province’s shorthand or acronym representation as well as to enable this shorthand representation to be visible from a distance on marketing materials. The elected primary colours which represent the KwaZulu Natal Liquor Authority are blue, green and gold. The eloquent mix of these colours enables the logo to establish a regal feel yet also enables the logo to come across as progressive, nurturing and clean. The colour representations are as follows: Blue is committed, established and serious. Gold represents success, wealth and prosperity. Green represents new life, freshness, development and growth. The elected fonts for the logo are Candara Regular (Kwazulu-Natal LIQUOR AUTHORITY) You should not attempt to recreate the logo or any other official artwork. If you require the logo or a template, please contact the KZN Liquor Authority for assistance.

5. Use of the Logo Sizing Grid KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 5 30mm The height and width of the grid block is 5mm. The sizing grid will assist in ensuring that the Liquor Authority logo is correctly proportioned in terms of scaling it into different sizes. This means the size of the logo will differ according to the size of the platform on which it will be used. To ensure proportional consistency, the grid unit measure is 5mm and must be used to represent the base size for scaling the logo proportionally. As it stands on this grid with size 5mm blocks, the gold text block should be 50mm wide. The height of “KwaZulu Natal should be 5mm. The space between the bottom of the hands and the top of the name should be 5mm. The width of the two fingers together at the top should be less than 5mm and the height of the hands should be 20mm. Note: To ensure the integrity of the KZN Liquor Authority logo, do not reduce its height to less than 30mm for print or special usage (only exeption: printing onto promotional items, such as pens, flashdisks etc.) The logo should be reproduced in full color process whenever possible. When not printing in full color process, the logo may be reproduced in the specified 3 pantone refence colours or in grayscale. The grayscale version should only be used for materials printed in one or two colors or for internal documents (forms, memos, etc). One of the colors must always be black. You may not create your own grayscale version of the logo. Clear Space In order for the logo to have its desired impact and strength, a minimum of clear space should surround it. Other graphic elements should not invade this space. The minimum space is a set measurement determined in each signature and is defined as X. The X will change proportionally as the mark increases and decreases in size, but should remain approxamately half the width of the full logo. Colour and space x*x x *this height is the measurement of minimum clear space that should always surround the logo.

6. Logo Variation full colour logo greyscale logo black and white ‘fax friendly’ logo one colour ‘long’ logo. Only to be used when space is very limited horizontally, and use of the regular logo is not possible. ie: barrel of a pen KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 6 These are the only possible variations of the KZN Liquor Authority logo.

7. Incorrect Usage of the Logo KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 7 The logo should not be altered in any way, such as stretching, altering size relationships, changing the colors, or attaching other words or graphics. The graphics on this page are examples of incorrect usage and alterations of the KZN Liquor Authority logo. Do not stretch or compress the logo. Do not place the logo inside a box.Do not place the logo on a dark or coloured background. Do not change the colors of size of elements in the logo. Do not change the fonts in the logo. Do not place the logo on an image.

8. Colours KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 8 A consistent color scheme helps to make KZN Liquor Authority’s communications instantly recognizable. The colors below are the primary colors of the brand. Please use them on any materials related to the brand. *Metallic gold pantone could be used to for ‘real’ gold effect Colour GOLD ROYAL BLUE GREEN 2/22/100/8 100/85/26/11 76/35/100/26 110* 280 7728 PantoneProcess C/M/Y/K

9. Typography KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 9 Consistent typography is an important component of the authority’s brand image and graphic identity program. The typeface family Myriad Pro was chosen for its aesthetically pleasing design, legibility and wide availability. This font family offers flexibility in creating materials to be reproduced on everything from small laser- or inkjet- printed pieces to larger, professionally printed materials. Candara, which is used in the logo (Kwazulu-Natal LIQUOR AUTHORITY), can be made use of for titles in promotional material. Ariel can be used as an alternative for body copy to improve legibility. Primary Fonts Secondary Font Myriad Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Myriad Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Myriad Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Myriad Pro Semibold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Myriad Pro Bold Candara Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Candara Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & * Ariel ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ( ) = _ + { } [ ] , . < > / ? : ; “ ! @ # $ % ^ & *

10. Corporate stationery needs to keep standardised. The paper stock to be used when having letterheads/compliment slips litho printed in full colour, should be Conqueror smoothCX22, Diamond white 100gsm (or similar bright white mat paper, if unavailable). Stock for business cards should be Conqueror Diamond white 320gsm. Specs for the various items are as follows: Colour letterhead: Details at top right should be Myriad pro Regular, size 10pt font in black. The strapline at the centre bottom of the page should be Myriad pro Semi-bold Italic, size 12pt in blue. Margins on left and right should be 15mm. Finished size A4. Fax Letterhead: as above but all black. With Compliments slip: Details centre bottom should be Myriad pro Regular, size 7pt font in black. The strapline below details should be Myriad pro Semi-bold Italic, size 11pt in blue. “With Compliments” running vertically up the right side, should be Candara Italic, size 29pt font in green. Finished size DL (99 x210mm) KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 10 Stationery compliments slip letterhead TEXT BOX TEXT BOX Responsible Practices and Regulation to Empower our Communities Responsible Practices and Regulation to Empower our Communities

11. Business card: Details centre bottom should be Myriad pro Regular, size 6pt font in black. The Name should be Candara Regular, size 16pt, in blue. Title to be Myriad Pro Regular, size 9pt, in green. Phone no. should be Myriad Pro Regular, size 10pt, in blue. Number must always follow the international format, with +27 (0).... Finished card size 90 x 50mm portrait. Typed body copy on letterheads/Comp Slip should be Myriad Pro Regular, size 10pt. If Myriad Pro is not available, Ariel may be used as a substitute. You should not attempt to recreate the logo or any other official artwork. If you require the logo or a template, please contact the KZN Liquor Authority for assistance. KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 11 Stationery fax letterhead business card TEXT BOX Full Name Title to go here +27 (0)31 112 2334 Full Address to go here, 1st line second line here +27 (0)84 112 2333 +27 (0)31 112 2334 email@domain.co.za www.domain.co.za Address: Cell: Fax: Email: Website: Responsible Practices and Regulation to Empower our Communities

12. KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 12 Banners terms and conditions FENCE WRAP www.kznla.co.za On large format marketing material for indoor/outdoor usage, the brand should always be portrayed in the same way. On items that are portrait format (upright), the logo should always appear centrally at the top of the item. The message should be below in Candara Italic uppercase/Candara regular, and a green stripe should run horizontally along the bottom with the website address centralised in white Myriad Pro regular. On items that are landscape format, the logo should always appear centrally on the left of the item. The message should be to the right in Candara Italic uppercase/Candara regular, and a green stripe should run horizontally along the bottom with the website address centralised in white Myriad Pro regular. fence wrap banner pull-up banner outdoor 3m telescopic banner PULL-UP BANNER OUTDOOR BANNER www.kznla.co.za www.kznla.co.za

13. Posters Billboards KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 13 terms and conditions IMPORTANT MESSAGE www.kznla.co.za THIS IS A POSTER Please be advised that this is an important announcement www.kznla.co.za THIS IS A STREET POLE ADVERT www.kznla.co.za poster street pole banner

14. Powerpoint Template KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 14 POWERPOINT COVER PAGE POWERPOINT TITLE PAGE Content text box Responsible Practices and Regulation to Empower our Communities

15. Publication Advert Template KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 15 For advertising in publications, the logo should appear centralised at the top of the page in a white horizontal bar. The message should be below in Candara Italic uppercase/Candara regular, along with the visual/image to be used. Once again, a green stripe should run horizontally along the bottom of the advert and should contain the main body copy of the advert in Myriad Pro Regular, white. At the bottom of the page, the strapline should appear in Myriad Pro Semi-Bold Italic, white, on the left side of the page and the website address on the right hand side of the page in white Myriad Pro regular. www.kznla.co.za Content text box ADVERT TITLE STRAPLINE... Responsible Practices and Regulation to Empower our Communities

16. Co-Branding Adverts KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 16 For marketing material where co-branding is required, the relationship between the logos should be a direct reflection of the involvement of each party in the campaign etc. The KZN Liquor Authority logo should always be the same size and should be moved to the top left hand side when co-branding in advertisements, with the partner/associated logo/s on the top right. On larger format marketing material, with more space, the KZNLA logo should remain central at top , with the partner/associated logo/s centralised below the message or title. If the co-branding is an equal partnership between the KZNLA and an other organisation/brand, the other logo should receive almost as much space as the KZNLA logo, with a tag reading “In Partenship with:”. If the co-branding is meerly an association between KZNLA and one or more other organisations/brands, then the other logo/s should be significantly smaller with a tag reading “In Association with:”. Wherever possible the KZNLA logo should that visual preference. www.kznla.co.za Content text box partner logo In Partnership with: ADVERT TITLE STRAPLINE... Responsible Practices and Regulation to Empower our Communities

17. In Association with: KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 17 Content text box ADVERT TITLE STRAPLINE... www.kznla.co.zaResponsible Practices and Regulation to Empower our Communities partner logo partner logo partner logo

18. PULL-UP BANNER PULL-UP BANNER In Partnership with: In Association with: Co-Branding Banners KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 18 www.kznla.co.za www.kznla.co.za partner logo partner logo partner logo

19. In Partnership with: THIS IS A POSTER Please be advised that this is an important announcement www.kznla.co.za Co-Branding Posters KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 19 www.kznliquorauthority.co.za partner logo

20. In Association with: THIS IS A POSTER Please be advised that this is an important announcement www.kznla.co.za KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 20 www.kznliquorauthority.co.za partner logo partner logo

21. Golf shirts Branded Clothing KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 21 Clothing for use as uniform or corporate hand-outs is an important tool to help achieve brand awareness. The KZN Liquor Authority must always use white or stone/natural coloured clothing garments with the full colour logo embroidered or printed onto them. These light coloured garments could have trim or piping which must then be bottle green or as close to the pantone green as possible. Light green or lime will not be acceptable. For shirts, a bottle green colour may be used, in which case the full colour logo should be attached to a garment as a badge with a white background, or have a printed white background. The colour logo cannot be attached directly to a bottle green garment. The Authority’s website address should run across the shoulders of shirts (green on white or visa versa). front back backfront www.kznla.co.za www.kznla.co.za

22. Fleece jackets T-shirts Branded Clothing KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 22 backfront front back www.kznla.co.za

23. Peak caps Corporate TieLounge shirt Branded Clothing KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 23 front back www.kznla.co.za

24. Flasks and Mugs Corporate gifts, hand-outs or prizes also help to enforce brand awareness and keep clients and staff loyal to the brand. They should always be branded with the KZN Liquor Authority’s logo in the same manner. Chosen items should either be white/natural or bottle green in colour (with an optional green trim) or they should be black (with an optional green trim). Items with a green trim must always have a bottle green (or as close to the pantone green as possible). Light green or lime will not be acceptable. If the item is white or natural coloured, then the logo must always be in full colour, embroidered or printed onto them. Laser engraving is also exceptable on metal or wooden items. The one colour logo should be used as the engraving template. If bottle green or black items are chosen, then a one colour version of the logo in the pantone gold colour (or metallic gold) must be used on the items. The website address could also be used in green or gold as a secondary branding element. If the branding space is very small and narrow lengthways, then the ‘long’ logo may be used as a one colour gold on green or black (ie: pens) Branded Gifts KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 24

25. Pens Folders Conference Bags Branded Gifts (conference) KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 25

26. Sports bag Branded Gifts KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 26

27. Small car (hatch or sedan) Vehicles branded with the KZN Liquor Authority identity must always be white or cream in colour. The branding should be subtle and bold. Full colour logos on the front doors. The back window should be covered with a white contravision panel displaying a full colour logo in the centre. The website address should appear on the back on the vehicle in green. www.kznla.co.za Branded Vehicles KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 27

28. Branded Vehicles Bus or Minivan www.kznla.co.za www.kznla.co.za KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 28

29. Colour STONE 0/0/11/10 7527 PantoneProcess C/M/Y/K To continue the holistic branding, it is advised that official buildings and offices should all be painted and decorated in the same manner so as to retain uniformity and strengthen the brand awareness. Where possible, the following colour schemes should be adhered to for official buildings: - Exterior main walls should be painted in a stone colour (to match pantone 7527) - Interior walls should be painted cream - Roofs should be painted in bottle green (match paint colour to corporate pantone) - Interior and exterior door and window frames should be painted bottle green (match paint colour to corporate pantone) - Carpets should be dark grey - Window blinds should be gold or mustard colour (match paint colour to corporate pantone) - Office furniture should be real/imitation red/dark stained wood (desks, tables, cabinets etc) - Decorative elements can include red, royal blue and gold (scatter cushions, lamp shades etc). No alternative bright colours should be used. Exterior and interior signage should always be produced in the same way to follow the corporate model. The Vista signage system has been chosen by KZN Liquor Authority for a consistant and professional look and feel. For signs where the logo is to appear, a portrait style light box or vista system sign should be used. A green strip should appear horizontally accross the bottom of the sign taking approxamately 1/8th of the sign height. light box Buildings and Signage Buildings and colour usage Signage KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 29

30. Interior signage, using the Vista signage system, must have a consistent look and feel across the board. A green vertical stripe should appear on the far left of each sign taking approxamately 1/6th of the sign width. The only font that can be used on the signage is Candara Regular. Titles should be in Uppercase in gold. Sub-titles should be in Title Case in blue as should directional arrows. *shown Vista systems are guides only, the size and space of a particular building will determine which systems to choose/use. name plaque for doors wall mounted directional board Signage KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 30 101 102 103 DEPARTMENT NAME Finance Restrooms Reception Marketing Oﬃces FIRST LASTNAME Company Title

31. wall mounted directional sign drop down directional sign drop down directional sign DEPARTMENT NAME DEPARTMENT NAME Restrooms Oﬃces TOILETS Signage Signage KwaZulu-Natal Liquor Authority Corporate Identity Guidelines 31

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