Logo Files

• Primary Logo: Full-color version for use on digital and print materials.
  • Include the logo in high-resolution formats:
    • AI (Adobe Illustrator for vector format).
    • PNG (transparent background for digital use).
    • JPG (high resolution for print).
    • SVG (scalable vector graphic for websites and digital).
• Secondary Logo (Monochrome): For use when color printing isn’t an option or when a simpler version is required.
  • Provide in black, white, and gray versions.
• Logo Variations: Include different logo layouts for flexible use:
  • Horizontal (for banners, header spaces).
  • Stacked (for social media profile pictures or mobile use).

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2. Color Palette

• Primary Colors:
  • Warm Red: #9E1B32 (passion, heritage).
  • Deep Yellow: #FFB81C (vibrancy, energy).
  • Earthy Brown: #5C4033 (stability, connection to land).
  • Vibrant Green: #47A66F (growth, community).
• Accent Colors:
  • Blue: #3C8DAD (harmony, trust).
  • Light Beige: #E4D7B9 (softness, neutrality).
  • Black: #000000 (professionalism, balance).
  • White: #FFFFFF (clarity, simplicity).
• Color Usage Guidelines:
  • Use primary colors for the core elements (logo, headings, CTAs).
  • Accent colors should be used sparingly, primarily for background details and subtle highlights.

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3. Typography

• Primary Typeface:
  • Ubuntu (for headings and major text). A modern serif font with cultural influence.
  • Font weights: Regular, Bold, Extra-Bold (for hierarchy in design).
• Secondary Typeface:
  • Open Sans (for body text and subheadings). A clean, sans-serif font for legibility.
  • Font weights: Regular, Semi-Bold, Italic.
• Typography Usage:
  • Headings should use Ubuntu in bold or extra-bold, depending on the prominence of the section.
  • Body text should primarily use Open Sans for clarity and readability, with appropriate line spacing.

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4. Iconography and Graphic Elements

• Icons:
  • Custom icons that reflect South African cultural symbols (e.g., traditional patterns, wildlife, heritage) for use in marketing materials.
  • Provide icons in SVG and PNG formats for scalable and transparent use.
• Graphic Motifs & Patterns:
  • Subtle patterns inspired by South African art and textile designs.
  • Use for backgrounds, borders, and accenting design elements (e.g., flyer borders, social media templates).
  • Ensure these motifs are not overpowering, allowing the logo and main content to stand out.

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5. Photography Guidelines

• Image Style:
  • Authentic, high-quality images representing South African culture, nature, people, and urban life.
  • Use images of diverse communities, including different cultural backgrounds and lifestyles.
  • Photos should focus on real-life moments, such as cultural events, festivals, and local craftsmanship.
• Image Treatment:
  • Ensure images are slightly desaturated with a warm filter to tie into the earthy tones of the color palette.
  • Use consistent framing and lighting to maintain brand cohesion.

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6. Final Deliverables

The following files will be provided for seamless use across all marketing and communication channels:

• Logo Files (AI, PNG, JPG, SVG).
• Color Palette (Hex codes, RGB, CMYK).
• Typography Files (fonts or links to download).
• Iconography Pack (SVG and PNG formats).
• Patterns & Motifs (AI or PNG files).
• Image Guidelines (best practices for sourcing and using imagery).