• Logo Usage Guidelines
  1.1 Logo Variations:
  Primary Logo: Use the full logo with all design elements (for large formats such as banners, websites, etc.).
  Secondary Logo (Simplified): Use when space is limited (social media profiles, email signatures).
  Icon-only Logo: For favicon, app icons, or small spaces.
  1.2 Clear Space & Sizing:
  Maintain a minimum clear space around the logo (use the height of the “S” in SayPro as a guide).
  Ensure the logo is legible at various sizes (no smaller than 1 inch for print or 80px for web).
  1.3 Incorrect Logo Usage:
  Avoid stretching or distorting the logo.
  Do not change the logo colors outside of the approved color palette.
  Do not use low-resolution versions of the logo.
  
  2. Color Palette Guidelines
  2.1 Primary Colors:
  Deep Earthy Brown (#6D4C41)
  Vibrant Gold (#FFC107)
  Rich Green (#388E3C)
  2.2 Secondary Colors:
  Warm Red (#D32F2F)
  Ocean Blue (#0288D1)
  2.3 Color Usage:
  Primary Colors should dominate in all key branding elements.
  Secondary Colors should be used for accents, highlights, and calls to action.
  Avoid using too many contrasting colors together—keep it simple and balanced.
  2.4 Color for Print & Digital:
  Ensure CMYK values (for print), RGB (for digital), and HEX (for web) are adhered to.
  
  3. Typography Guidelines
  3.1 Primary Fonts:
  Montserrat (Bold) for headings and titles.
  Raleway or Poppins for subheadings and key text.
  3.2 Secondary Fonts:
  Lora or Merriweather for body text in print materials.
  Ubuntu for web or digital platforms.
  3.3 Font Usage:
  Use Montserrat for large headers and titles across all platforms.
  Use Lora/Merriweather for easy-to-read body text in print, and Ubuntu for online readability.
  Maintain a font hierarchy with headings, subheadings, and body text.
  
  4. Graphic Elements & Patterns
  4.1 Patterns:
  Use subtle Ndebele and Zulu-inspired geometric patterns for backgrounds or decorative accents.
  Abstract cultural symbols may be used for creative pieces like event posters or digital ads.
  4.2 Beadwork & Weaving Motifs:
  Apply traditional beadwork or weaving motifs sparingly for accent design (e.g., borders, small details).
  These motifs should never overpower the main message but should enhance the cultural authenticity.
  4.3 Imagery:
  Use authentic, high-quality photos that represent South African culture.
  Prioritize diverse representation of South African communities, including people of various ethnicities, age groups, and backgrounds.
  Avoid stereotypes—show real-life scenarios and inclusive interactions.
  
  5. Layout & Composition
  5.1 Digital Applications:
  Websites, social media, and email templates should have consistent spacing, margin, and alignment.
  Design should be responsive, adjusting to different screen sizes.
  Grids and columns should be used for balance and structure in layouts (e.g., website or social media posts).
  5.2 Print Applications:
  For brochures, posters, or flyers, maintain a clean layout with balanced imagery and text.
  Ensure bleed margins and safe zones are followed to avoid cutting off important elements.
  
  6. Social Media Guidelines
  6.1 Profile and Cover Images:
  Use the simplified logo version for profile images.
  Feature a brand-centric banner for the cover photo with cultural elements or program-related visuals.
  6.2 Post Designs:
  Stick to the brand colors and use clean layouts with the logo in the corner or integrated.
  Make sure the tone of imagery reflects the program’s cultural diversity and inclusive values.
  6.3 Hashtags & Captions:
  Ensure captions use inclusive language that resonates with the diverse South African audience.
  Use relevant and targeted hashtags to increase visibility, like #SouthAfricanHeritage, #CulturalDiversity, #SayProImpact.
  
  7. Imagery Usage for All Platforms
  7.1 Digital & Social Media:
  High-resolution images that load quickly without compromising quality.
  Use images that are diverse and reflect real cultural practices and lifestyles.
  Ensure images are optimized for mobile and desktop views (appropriate aspect ratios).
  7.2 Print Materials:
  All print images should be 300dpi for high-quality print results.
  Maintain proper contrast and legibility to ensure the imagery is striking and clear.
  
  8. Final Notes
  Consistency is key: All materials, from promotional banners to digital posts, should reflect the same visual identity.
  Ongoing review: Regularly evaluate new content for consistency with this style guide.

Overseeing the Production of Promotional Materials for SayPro Events

Banners

Key Considerations:

• Size & Placement:
  • Design banners in various sizes, depending on where they will be used (e.g., large event backdrops, roll-up banners for smaller venues).
  • Ensure readability from a distance.
• Design Elements:
  • Incorporate SayPro’s logo and use the primary color palette (earthy tones and vibrant gold) for visibility.
  • Include impactful event-related visuals (e.g., images of past events, performers, or participants).
  • Clear and concise text: Event name, date, and tagline (e.g., “Celebrating Cultural Talent”).
• Actionable Call to Action (CTA):
  • If banners are for auditions or challenges, include a clear CTA (e.g., “Sign Up Today!”, “Join the Challenge Now!”).
• Finalization & Review:
  • Ensure the design reflects the cultural diversity and inclusivity theme.
  • Review the banner for clarity and brand alignment before sending to print.

Next Steps:

• Create template mockups for different banner sizes and placements.
• Approve designs and finalize print specifications (resolution, material, etc.).

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2. Posters

Key Considerations:

• Visual Appeal:
  • Feature high-quality, diverse imagery that highlights the cultural richness of the event.
  • Use the branding elements (logo, color palette, and typography) prominently.
• Event-Specific Messaging:
  • Clearly state the event’s purpose (e.g., auditions, challenges, or finale).
  • Include engaging details: venue, time, date, and how to participate or attend.
• Eye-catching CTA:
  • Use a strong CTA, e.g., “Don’t Miss Out!” or “Register Today!”
  • Make sure the CTA stands out but does not overpower the event details.
• Print Specifications:
  • Ensure posters are designed for printing at various standard sizes (A3, A2, etc.).

Next Steps:

• Finalize content and layout after aligning with the visual identity.
• Conduct a print proofing review to verify text readability and imagery quality.

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3. Flyers

Key Considerations:

• Compact, Informative Design:
  • Keep the design simple and to the point, highlighting key event details (time, place, registration instructions).
  • Include highlighted sections for key details like auditions or deadlines.
• Interactive Elements:
  • Add QR codes or website links to drive digital engagement (e.g., sign-up pages).
  • Ensure contact details are easy to find for inquiries.
• Design Consistency:
  • Follow the same color scheme, typography, and brand elements to maintain uniformity across materials.

Next Steps:

• Create multiple layouts (standard flyer size, A5, or foldable versions).
• Test flyer designs for effectiveness in conveying key event information in a glance.

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4. Videos (Promotional & Event-Based)

Key Considerations:

• Video Concept:
  • Plan a storyline: The video should highlight SayPro’s mission (cultural heritage and inclusivity), the excitement of the event, and participant stories.
  • Include snippets from previous auditions, challenges, and finale events to generate excitement.
• Visual and Audio Elements:
  • Use branded colors, logos, and music that evoke the cultural energy of South Africa.
  • Incorporate subtitles for accessibility, ensuring inclusivity.
• Length & Format:
  • Keep the video short and engaging (30 seconds to 1 minute for social media).
  • Ensure high-quality output for various platforms (1080p for YouTube, 720p for Instagram and Facebook).

Next Steps:

• Work with a videographer and editor to produce the video, incorporating visuals of past events and participants.
• Review the script, storyboard, and raw footage to ensure it aligns with SayPro’s values and messaging.
• Finalize and prepare the video for distribution across social media, website, and email campaigns.

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5. General Workflow for Material Production

5.1 Pre-Production Planning:

• Collaborate with design and video teams to outline all materials needed for each event.
• Establish a production timeline, ensuring all materials are ready ahead of the event date.

5.2 Review & Approvals:

• Set up a review process where stakeholders (marketing, leadership, cultural experts) can approve designs and content.
• Address any feedback or revisions promptly to stay on schedule.

5.3 Final Delivery:

• Ensure all files are optimized for print (high resolution) and digital platforms (web-optimized).
• Set up distribution channels (social media, email newsletters, event platforms, physical locations).