Liquid Telecom Brand Toolkit | Liquid Brand 1Edition 1 |Toolkit 20 November

2013

Contents Introduction

Brand elements

Manifesto1

The Logo

Tone of Voice

2

Applications 3

Literature17

Colourways4

Advertising18

Usage5

Stationery19

E xclusion zone

6

Powerpoint20

Size guide

7

Positioning8

Brandline use

9

Colour Core pallette

10

Secondary pallette

11

Typefaces12 Our swoosh

13

Creation14

Imagery L andscapes and light sources

15

People16

Liquid Telecom Brand Toolkit

Manifesto We’re the leading independent data, voice and IP provider in eastern, central and southern Africa. We supply wholesale fibre optic, satellite and international carrier services to mobile networks, ISPs and businesses of all sizes, along with communications solutions for individuals across the African continent. Or, to put it simply, we connect people.

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We started out by questioning the way things are done, and being single-minded in our determination to improve them. Over the last decade, this approach has helped us change the face of communications in the region. And we’ve changed millions of lives in the process too. These are the things that make us different. They inform everything we do and the way we do it.

We’re for everyone Being connected shouldn’t be just for the privileged few. We believe it’s for everyone. The sense of doing the right thing runs through every aspect of our business. Integrity Having integrity in everything we do has made us what we are today. Everyone who works with us is encouraged to play their part and take responsibility for doing things right – and doing the right thing. Only the best will do We’re constantly striving to deliver the best communications technology to everyone – from the smallest communities to the biggest businesses in the region. In it for the long run We’ve invested heavily in our own network and technology. We created the largest single fibre network in the region, which stretches over 17,000km across borders to connect people locally, nationally and internationally. We’re not stopping there – we’re continuing to invest so we can connect people from northern Uganda to Cape Town.

Pioneering change We like to shake things up. We don’t follow convention or the crowd – it isn’t always easy but it’s helped us create powerful end-to-end solutions. So we’re always pushing to find new and better ways to do things. Don’t talk, do We listen carefully to our customers. Then we deliver beyond their expectations. This ‘can do’ attitude is key to our success.

Tone of Voice Expert Our tone of voice is built on three ideas that underpin the way we go about doing things. Every communication should try to bring all three aspects into play – demonstrating how we use our expertise, how what we do touches the many, not just the few, and how we try to inspire everyone we come into contact with.

Inspiring

Expert We are authoritative but approachable, carrying our expertise lightly. We’re always straight-talking, using appropriate language, depending on who we are speaking to. Industry jargon must be used carefully and be matched to the level of knowledge of the reader.

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Inclusive

Inspiring We’re proud that our pioneering approach has changed the face of telecoms in the region. People should come away feeling uplifted and excited by the stories we tell, and so we’re never boastful – the facts, delivered in a compelling way and combined with our expertise and inclusive approach, are enough.

Inclusive We are collaborative, always striving to bring people together. This is reflected in the way we speak and write. We don’t just talk about big, ground-breaking ideas; we’re committed to making them a reality, and focusing on the specific benefits they deliver for everyone, not just for the few. We speak to people in a professional but personal way that makes them feel involved and part of our success.

The Logo The Liquid Telecom logo is the foundation of the Liquid Telecom brand. If you require logo files contact Scott Williams.

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File Formats eps for professionally printed artworks jpg for Microsoft applications gif for online applications

PANTONE ® 2925 C.75 M.20 Y.0 K.5 R.0 G.152 B.219

PANTONE ® MAGENTA C.0 M.100 Y.0 K.0 R.209 G.0 B.116

The Logo Colourways The Liquid Telecom logo can be used in the following colour variants. Wherever possible the standard colour version should be used.

If you require logo files contact: Scott WIlliams [email protected] or Lisa Moore [email protected]

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Standard colour version For use on white backgrounds and light coloured images.

White-out version For use on dark coloured backgrounds and images.

Black single colour version For use in single colour print.

The Logo Usage The Liquid Telecom logo must not be altered or manipulated in any way. Please consider which logo variant is used to ensure highest visibility.

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The Logo Exclusion zone The logo should always be given sufficient space for clear visibility. To ensure this, no graphic elements or text should appear within its exclusion zone. The exclusion zone is equivalent to the width of the ‘D’.

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The Logo Size guide Here are the recommended logo sizes for production across a range of standard paper formats. For alternative paper sizes, the logo should be scaled proportionately.

20mm / 100px

28mm

Minimum size for printed and digital material

39mm

119px

A5, DL A4, 210 square

Email

The Liquid logo must always be reproduced consistently. Any material larger than A1 to be signed off by UK Brand Manager.

55mm

78mm

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The Logo Positioning The logo has been designed to ensure flexibility in positioning.

As a general rule, the margin is equivalent to the height of ‘LIQUID’. The minimum the margin can be is the exclusion zone shown on page 6.

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Brandline use The brandline must be used as shown. The words ‘Building’ and ‘Africa’s’ should be capitalised, ‘digital’ and ‘future’ should not be capitalised. There should always be an apostrophe in ‘Africa’s’.

We are Liquid Telecom and, like you, we see potential through being connected. We’re building Africa’s largest fibre backbone, empowering people across the continent from the biggest businesses to the man on the street.

It is set in Helvetica 75 Bold.

Building Africa’s digital future www.liquidtelecom.com

This is an example of the way the Brandline is used. It can appear with the web address, but must be more prominent than the rest of the copy.

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Colour Core pallette Pantone 2925, our core blue colour, should be used predominantly through all of our communications. Magenta is used solely within the Liquid logo.

PANTONE ® 2925 C.75 M.20 Y.0 K.5 R.0 G.152 B.219

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PANTONE ® MAGENTA C.0 M.100 Y.0 K.0 R.209 G.0 B.116

1

Colour Secondary pallette The secondary colour pallette is made up of 10 vibrant colours, each of which has a corresponding darker colour. The colours have been chosen for their ability to work as sets when required.

1

2

3

4

5

C.60 M.71 Y.0 K.0 PANTONE® 2587 R.131 G.72 B.173

C.24 M.83 Y.0 K.0 PANTONE® 674 R.204 G.86 B.154

C.0 M.87 Y.60 K.0 PANTONE® 186 R.207 G.16 B.45

C.0 M.73 Y.87 K.0 PANTONE® 158 R.238 G.118 B.36

C.0 M.46 Y.100 K.0 PANTONE® 137 R.255 G.164 B.0

C.81 M.100 Y.6 K.35 PANTONE® 2627 R.61 G.17 B.82

C.67 M.100 Y.6 K.28 PANTONE® 260 R.103 G.39 B.103

C.13 M.96 Y.26 K.54 PANTONE ® 216 R.127 G.35 B.70

C.8 M.86 Y.100 K.36 PANTONE® 174 R.153 G.57 B.33

C.6 M.67 Y.100 K.18 PANTONE® 153 R.193 G.107 B.19

6

7

8

9

Please note that the CMYK values are not direct conversions from the Pantone colours. Pantone 654 from the secondary colour pallette is used in the Liquid swoosh.

10

C.58 M.6 Y.90 K.19 PANTONE® 7490 R.114 G.152 B.75

C.25 M.3 Y.100 K.35 PANTONE® 391 R.153 G.149 B.0

C.95 M.75 Y.0 K.10 PANTONE® 287 R.0 G.47 B.135

C.90 M.18 Y.7 K.29 PANTONE® 7468 R.0 G.114 B.153

C.59 M.11 Y.0 K.0 PANTONE® 292 R.101 G.178 B.233

C.93 M.19 Y.94 K.69 PANTONE® 357 R.27 G.86 B.51

C.58 M.9 Y.95 K.64 PANTONE® 371 R.84 G.98 B.35

C.100 M.73 Y.10 K.50 PANTONE® 654 R.0 G.58 B.112

C.100 M.27 Y.10 K.56 PANTONE® 3025 R.0 G.78 B.114

C.90 M.48 Y.0 K.0 PANTONE® 285 R.0 G.113 B.206

See pages 13-14 for the Liquid swoosh.

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Typefaces The typography is an integral part of our brand identity and it is important that it is used in the same way across all collateral. For print based communications our font is Helvetica Neue. It has been chosen for its friendly and open feel. It is available in a variety of weights – enabling flexibility in its use and adding personality to communications.

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Helvetica Neue 35 Thin Main headlines Helvetica Neue 45 Light Intro / Body copy Helvetica Neue 55 Roman Helvetica Neue 65 Medium Helvetica Neue 75 Bold Sub-headings / emphasis in Intro and Body copy Helvetica Neue 46 Italic Captions Helvetica Neue 56 Italic Helvetica Neue 65 Medium Italic Helvetica Neue 76 Bold Italic Caption headings Arial Regular Arial Bold

To be used online and when other fonts are not available To be used online and when other fonts are not available

Our swoosh

Although the position of the swoosh is flexible, this section should always be used.

The Liquid swoosh represents connectivity, fibre technology and transmission of data. Its structure is fluid and uninterrupted. It exists in a variety of forms (shown from 1 to 4) which can be used in a manor of ways. On certain communications (for example the inner pages of brochures), it may be necessary to create a bespoke swoosh. To see how to create a bespoke swoosh see page 13. If you require assets 1-4 contact Scott Williams.

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1

2

3

4

A

Draw 2 lines to create a smooth swoosh at actual size. For A4 communications and smaller, the stroke should be 0.4pt.

Our swoosh Creation The creation of a new swoosh will always be implemented by the London office and signed off by the Agency.

B

Set the ‘Blend Options’ as shown. Communications smaller than A5 may require less steps.

‘Make’ the Blend.

C

The result is a series of graduated lines which blend from one colour to the other. To the right is an example of how a swoosh can adapt as it crosses from image to a solid block of colour.

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Colour lines accordingly.

 One line should be C.100

M.80 Y.12 K.63, the second can either be the core Liquid Blue C.75 M.20 Y.0 K.5 or a colour from the secondary colour pallette. (See page 11.)

Imagery Real Africa: landscapes and light sources Liquid’s manifesto is strongly reflected in its photographic style. Diversity of landscapes – dramatises the expanse of our network, connecting millions of people through the remotest of areas. River networks and tracks – symbolise the network of fibres. Horizons – shows how we are looking forward, planning for the future. Light sources – represent the warmth of the Liquid brand, and the bright and vibrant future we are committed too.

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Imagery Real Africa: people – Real – Uplifting – Engaging – Dynamic – Relaxed – Emotive – Diverse – Involving Style – bright and fresh, containing a source of light where possible. Concept – communication, whether it be through technology or between people.

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Applications Literature In addition to the main swoosh on the front cover, a simplified style has been created to flow through the inner pages.

Back Cover

For creation of the swoosh, see page 13. Coloured blocks house the text and are used to break up copy in ways that guide the reader through the brochure and pull out key information. Introductory pages are always in the corporate blue.

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Inner Pages

Front Cover

Applications Advertising: ‘I am campaign’

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Applications Stationery Liquid Telecom South Africa 150 Bryanston Drive Bryanston 2196 Johannesburg T + 27 11 463 7226 F + 27 11 463 7231 www.liquidtelecom.com

Mr A Sample 123 Sample house Sampledon Sampleshire SaAM 123

Name

My Office Liquid Telecom Kenya Sameer Business Park Block A Mombassa Road Nairobi

CEO



T + 12 34 5678 9012 D + 12 34 5678 9012 M + 12 34 5678 9012 E [email protected] www.liquidtelecom.com

Other Liquid Telecom Offices Mauritius (Head Office) • Botswana DRC • Kenya • Lesotho • Nigeria • Rwanda South Africa • Uganda • Zambia • Zimbabwe • UK

Dear Mr Sample,

Connecting to a bigger network

Business cards

Paliam. Imoruntemus oc iam es virmis contum claberrion verfir poporum te consus? Bus hos a niu ina, duc re foritil inguli in sus imus et condum me auci finvoli bulement. Luder ut ad aus pra octam praet? Nia L. Habutuam tandelus cessa depon diursul egerudes huidemo nemus, dies consimp ritarbis. Econsimusa ce cul telin tractab emendius, es vicultus consciem consusce conste ave, Catius senatab untiqua porimus, terum dinatiem con sederuntemei intiquam orem sedit. Eridiemo comandam. Cula es clatia? Nihintiam restius, nox noximis? O tem egilibente, que noverio escerei senata, ina, C. Sermandam, cae oc im us. Ectod C. Poerfiricae consulare aucitem rem publium publicaeliem aurbi in veritem, cotat foremul ingulle mularessus etrat. Cas stam perides! Si ina, quam, num P. Senteri pero catu in perore ius etorios senem iam ina, poerces timporu nultus, con auderum ilicaet re huctua senatqui caed furo, nonsimori pro, st? Hacchiliur. Habem hocto mantes mente inatam ad C. Aximum, nimmoerei iam catatere praceri publintena, quem fortum vicurox nentiaecesta nit. Go cote, Patudenit nernihili sulocci piorum tales niaet; hum telat qua re terum ine atu quit, quite in tam. Yours sincerely

Shahab Meshki Liquid Telecom Kenya CEO

Nic Rudnick Liquid Telecom Kenya CEO

Liquid Telecom South Africa 150 Bryanston Drive Bryanston 2196 Johannesburg T + 27 11 463 7226 F + 27 11 463 7231 www.liquidtelecom.com

Liquid Telecom Offices Mauritius (Head Office) • Botswana • DRC • Kenya • Lesotho Nigeria • Rwanda • South Africa • Uganda • Zambia • Zimbabwe • UK

Liquid Telecom Offices Mauritius (Head Office) • Botswana • DRC • Kenya • Lesotho Nigeria • Rwanda • South Africa • Uganda • Zambia • Zimbabwe • UK

Company Reg. No. C.41705

Company Reg. No. C.41705

Letterheading

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Compliment slip

Applications PowerPoint If you require the PowerPoint templates contact Scott Williams or Lisa Moore.

Front Covers

New Section Headers

Basic Section Headers

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