Neftaly Cultural Programme: Style Guide

1. Logo Usage

The logo is the core visual representation of the Neftaly Cultural Programme. To maintain consistency and uphold the integrity of the brand, follow these usage guidelines:

Primary Logo

• Full-color version should be used in most cases for maximum brand visibility.
• The logo should always be placed on a clean, neutral background (white, light beige, or soft grey) to ensure visibility.
• Minimum Clear Space: Ensure a clear space around the logo equal to the height of the “N” in “Neftaly” to maintain its prominence.

Logo Variations

• Monochrome Logo: Use this version in situations where color printing is not possible or in a highly minimalist design (e.g., single-color documents or watermarks).
• Logo Stacking: Use the stacked logo (vertical layout) when there’s limited horizontal space or in profile pictures on social media.

Incorrect Logo Usage

• Do not distort, stretch, or change the proportions of the logo.
• Do not use the logo on cluttered backgrounds that may cause it to lose visibility.
• Do not alter the color of the logo, except for the approved monochrome variations.
• Do not place text or images inside the clear space area.

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2. Color Palette

The Neftaly Cultural Programme’s color palette is designed to reflect cultural richness and vibrancy. It’s important to use the colors consistently to maintain brand identity.

Primary Colors

• Warm Red: #9E1B32
• Deep Yellow: #FFB81C
• Earthy Brown: #5C4033
• Vibrant Green: #47A66F

Accent Colors

• Blue: #3C8DAD
• Light Beige: #E4D7B9
• Black: #000000
• White: #FFFFFF

Color Usage Guidelines

• Primary Colors should be dominant in materials such as the logo, main headings, and key elements.
• Accent Colors should be used sparingly for highlights, secondary information, or decorative elements.
• Contrast: Ensure there is enough contrast between text and background for readability. Avoid using dark text on dark backgrounds or light text on light backgrounds.
• Backgrounds: Light beige and white are recommended for backgrounds, while vibrant red and yellow can be used for high-impact sections.

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3. Typography

Typography is a key element of brand identity, ensuring clarity and consistency across all communications.

Primary Typeface:

• Ubuntu (Serif) – Used for headings, subheadings, and major text.
• Font weights: Regular, Bold, Extra-Bold.

Secondary Typeface:

• Open Sans (Sans-serif) – Used for body text and supporting content.
• Font weights: Regular, Semi-Bold, Italic.

Typography Usage

• Headlines: Use Ubuntu in bold or extra-bold for prominence.
• Subheadings: Use Ubuntu Regular for secondary text and important sections.
• Body Text: Use Open Sans Regular for easy reading in digital and print formats.
• Line Spacing: Maintain appropriate line spacing for readability (1.4x for body text).
• Font Sizes: Keep fonts large enough to be legible across platforms, especially on mobile. Recommended sizes:
  • Headings: 36-48 px
  • Body Text: 14-18 px

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4. Iconography & Graphic Elements

The icons and graphic elements should support the program’s cultural messaging while maintaining clarity and simplicity.

Icon Usage

• Icons should be simple and intuitive to represent ideas, such as culture, community, and empowerment.
• Icons must be used with appropriate padding, and should never be overcrowded with text or other elements.
• Icons should be in solid black or the brand’s primary colors (red, yellow, green) to maintain a clean and professional appearance.

Patterns & Motifs

• Patterns should not overpower the content. Use them as background textures, borders, or as small accent elements.
• Motifs should be inspired by traditional South African symbols, such as geometric patterns found in beadwork and textiles.
• Patterns and graphic elements should maintain a balanced and harmonious layout in all materials.

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5. Photography Style

The images used across promotional materials should reflect the diversity and authenticity of South African culture.

Photography Guidelines

• Real-life imagery is preferred over stock photography to ensure authenticity.
• Focus on images that showcase local communities, cultural events, and diverse individuals engaged in meaningful activities.
• Ensure warm, natural lighting and avoid overly processed or artificial-looking images.
• Use images that reflect themes of empowerment, heritage, and unity.

Image Treatment

• Apply a warm filter or vibrant saturation to enhance the color palette and ensure consistency with brand colors.
• Avoid overly bright or overly dark images that may clash with the brand’s tone.

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6. Digital and Social Media Guidelines

To maintain a consistent and professional presence online, adhere to the following guidelines for digital platforms:

Social Media

• Use the full-color logo as your profile picture across platforms, and ensure it’s displayed clearly.
• For posts and stories, include consistent branding elements:
  • Use the brand’s color palette for backgrounds and highlights.
  • Include relevant hashtags that tie back to the program’s mission (e.g., #NeftalyCulture, #EmpowerWithHeritage).
• Maintain visual consistency across all posts: use the same fonts, colors, and image styles for all graphics, stories, and ads.

Digital Ads

• Keep ads clean and minimal—use the logo, a short call-to-action, and relevant imagery.
• Use motion graphics or subtle animations to catch attention, but ensure they align with the brand’s tone of professionalism and celebration.

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7. Print Materials

For print materials such as flyers, banners, and brochures, ensure that the following standards are met:

Print Specifications

• Resolution: Always use high-resolution files (300 DPI) for print materials.
• Margins: Ensure there is enough padding or margins around text and logos to allow for clear spacing.
• Paper Type: Choose quality paper stock that conveys the seriousness and cultural significance of the program.

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8. Application Examples

• Business Cards: Use the logo in full color, with warm, earthy tones as the background. Ensure legible text using the recommended fonts.
• Posters & Flyers: Include the logo, a vibrant background from the brand palette, and imagery of South African culture. Use bold, attention-grabbing headlines.
• Merchandise: Ensure logo clarity on t-shirts, bags, or other items. Limit the use of colors to maintain the logo’s visual impact.

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9. Final Notes

• Consistency is Key: Consistent use of the logo, color palette, typography, and imagery is vital to reinforcing brand identity.
• Flexibility in Design: While consistency is important, the materials should also allow for creative adaptations based on the specific platform or event.