2011 Government Toolkit - Brand South Africa · 2018-02-05 · Collateral . Welcome Welcome to the...

2011 Government Toolkit

Contents page

Welcome 01The International Marketing Council of South Africa 02 An Overview of the IMC The Role of the IMC Positioning the Nation Brand Partners in Building the South African Brand 12 The Importance of Brand Alignment 2011 Messaging South Africa Messaging SONA by Numbers 2011

2011 Marketing and Communication Campaigns 21 Domestic and International Marketing Major Events and Milestones Calendar 2011 Brand South Africa Corporate Identity 23 Brand Architecture Logo Usage Colour Palette Primary Typefaces Visual Language Sector Differentiators Co-branding Collateral

WelcomeWelcome to the 2011 Brand South Africa Government Toolkit. This toolkit has been compiled to meet the needs of our government partners and empower national, regional, provincial and municipal government departments to take part in building our Nation Brand.

During 2011 the IMC has planned a number of exciting campaigns to raise international awareness of the Nation Brand and increase active citizenship amongst South Africans. The IMC has put together complete, holistic campaigns to reach both local and international markets, along with plenty of opportunities for you and your company to get involved.

The purpose of the toolkit is to ensure that we all follow the same rules and messaging guidelines throughout our communication to the world and our fellow South Africans. Aligning ourselves behind the brand means we all benefit from greater share of voice and economies of scale, and that our audience sees us as representing South Africa as a whole.

01

The International Marketing Council of South Africa An OvervIeW Of The IMCThe International Marketing Council of South Africa (IMC) was established in August 2002 to help create a positive and compelling consolidated brand image for Brand South Africa. There are many benefits to having a consolidated brand image, with the most important being that a consistent Brand South Africa message creates strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace. The primary objective of the IMC is to develop and implement a pro-active marketing and communication strategy for South Africa, and to promote South Africa internationally.

Our PartnersThe IMC’s partners include the Department of Trade and Industry (dti), the Department of International Relations and Cooperation (DIRCO), the Department of Arts and Culture (DAC), the Department of Basic Education (DBE), the Department of Home Affairs, the Department of Sports and Recreation (SRSA), as well as the Government Communication and Information System (GCIS), South African Tourism (SAT), Movement for Good, BUSA etc.

International Marketing and MobilisationThe IMC’s international campaigns focus on the needs of investors in South Africa, exporters and global South Africans. For investors, the IMC aims to increase familiarity and knowledge of South Africa as a viable, world class and profitable business destination in targeted international trade, investment and tourism markets in line with the government’s strategies.

Strategic MissionsInvestment missions are undertaken to target countries where investors and the media are engaged with the Brand South Africa messaging. Export missions promote South Africa’s export industries (clusters) in line with Trade and Industry South Africa’s (TISA) export strategy.

Global South AfricansGlobal South Africans are influential, well-placed South Africans abroad. The IMC aims to mobilise the Global South African network behind a programme of investment recruitment, skills identification, mentoring, skills transfer, study exchange and work experience initiatives. The IMC also engages with the global media, through projects such as MediaClubSouthAfrica and the Council’s sponsorship of the International Media Forum.

Domestic MobilisationDomestically, our aim is to build and sustain national pride and patriotism. This is achieved through a number of projects such as the Movement for Good, the Brand Champion Programme, southafrica.info and the domestic citizenship campaigns planned for the year.

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our VISIONTo be acknowledged as a top 20 Nation Brand and top 30 globally competitive nation by 2020

The rOle Of The IMC The IMC’s role is to act as an advisor on the Nation Brand, and to develop strategic frameworks for Brand South Africa in terms of positioning and messaging. The IMC co-ordinates nation branding efforts across stakeholders, including corporate South Africa and the government, in order to maximise brand equity, while managing local and international perceptions of the country.

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our MANDATE“To build South Africa’s nation brand reputation in order to improve South Africa’s global competitiveness”

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The IMC is not solely responsible for the items above the dotted line. These depend on all stakeholders and the country’s intrinsics and policies around the factors of competitiveness and Nation Branding.

05

national Priorities: GDP Growth, Job Creation, Poverty Alleviation, Social Cohesion, National Vision for South Africa

Increased International Competitiveness Improved International reputation Increased Brand equity

vision: South Africa acknowledged as a Top 20 Nation Brand and a Top 30 Nation in the Global Competitive Index by 2020

IMC Mandate: To build South Africa’s Nation Brand reputation in order to improve South Africa’s global competitiveness

Strategy

The IMC’s envisagedIMPACT relative to

those needs...

our GOALSTo develop and articulate the value proposition and positioning that will drive the long-term reputation of Brand South Africa.

To build pride and patriotism amongst South Africans with the aim of uniting the nation by encouraging all South Africans to “live” the Brand, and in so doing define “South Africanness”

The ultimate aim is to increase South Africa’s global competitiveness by developing symbiotic partnerships with all stakeholders who deliver on (and leverage) the nation brand, aligning them to enhance our country’s reputation

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These outcomes and strategies are the items on which the IMC is measured and around which our detailed performance indicators are structured. For each outcome there are a number of outputs and each output has related activities, which are each measured and verified.

IMC’s MAnDATe relative to South Africa’s needs...

It aims to fulfill this mandate by achieving the following

OUTCOMeS

…by undertaking the following 6 STrATeGIeS

To build South Africa’s nation Brand reputation in order to improve South Africans global competitiveness

1. Brand Alignment by stakeholders

4. Articulated and contextualised South African policy

2. Increased Pride and Patriotism amongst South Africans

5. Increased economies of scale and scope

3. Positively changed perceptions about South Africa amongst target audiences

6. A sustainable organisation

1. Brand Strategy Development and Management 2. Reputation Management

3. Brand Knowledge Management & Performance Management

4. Stakeholder and Partner Alignment and Integration

5. Organisational Development

6. Prudent Financial Management and Control

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POSITIOnInG The nATIOn BrAnDThe Pillars of Brand South AfricaThe value proposition has its basis within our five positioning pillars of Ubuntu, Diversity, Sustainability, Possibility, and Innovation and Creativity. These attributes are what make South Africa unique and can be found in our people, the way we do business, how we treat others, how we view the world and how we actively seek solutions to problems faced in our country, on our continent and in the world.

These pillars are used as the foundation for our messaging framework:

The Brand Pillars Messaging framework Ubuntu Collective accountability “I am because we are” Diversity The source of our unique strength and resilience Sustainability We achieve what is seemingly unachievable Possibility A can-do attitude towards life Innovation / Creativity Unique solutions in responding to domestic, regional and international social and economic needs

THE BRAND PILLARS

Ubu

ntu

Div

ersi

ty

Sust

aina

bilit

y

Poss

ibili

ty

Inno

vatio

n/C

reat

ivity

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Positioning DevelopmentSouth Africa is acknowledged as a centre of innovation and a hub for finding solutions that not only apply to Africa, but the world.

A global power shift is taking place as the realization dawns that the dominant world powers no longer hold all the solutions. This leads to the insight that success depends on the ability to find sustainable, creative solutions relevant to social needs. South Africa has an important role to play as a new global symbol inspiring a different perspective and a new way of doing and experiencing things.

For South Africa this is translated as a need to move from possibility to actuality. To move from a land of possibility to a country that offers sound investment opportunities, with a world-class financial sector and first-world infrastructure.

POSITIONING DEVELOPMENTBrand Personality Reason to Believe

South Africa, inspiring new and different ways.

DifferentiatorOptimisticTransparentCan-do attitudeCreative ingenuityCaring strengthYouth spiritEnergeticVibrantColourful

Unique combinations South Africa, a country at the southern tip of Africa, inspires the world to embrace a new way of doing things, because our unique combinations create refreshing possibilities.

how does South Africa inspire new and different ways? As a Nation Brand we inspire new and different ways through the pillars that identify the unique characteristics of South Africa.

The Positioning StatementSouth Africa inspires the spirit for success in a new world. This is the foundation for all our messaging and communication. The positioning is relevant across stakeholder platforms, including investment, tourism etc. It refers to the experience offered by South Africa and our ability to challenge negative perceptions about our country and exceed expectations in all spheres. Once a visitor or potential investor or visitor has interacted with South Africa the experience leaves an indelible impression and forces them to actively take part and change for the better.

ARTICULATION

Ubuntu Diversity Sustainability Possibility Innovation / Creativity

REASONS TO BELIEVE

I am because you are...

Treat others as you would like to be treated

The Mandela factor

Our humanity is inherit to who we are

Mandela, Tutu global factor

2010 FIFA World Cup TM

Reputation

Our diversity is a source for our unique strength and resilience

Unity in diversity

The whole world in one country

11 ethnic groups in unity welcome, embrace and host the world

One hug, one smile and one effort in warmth

We are not a “one hit wonder” country

We continue to achieve what seems unachievable

Sustainable and varied tourism offers

Growing economy with ongoing investment and export opportunities

We dream and do the impossible

We see beyond hurdles

We have a can-do attitude to life

Ability to create peaceful solutions to issue seemingly unsolved to the world

An inviting and open economy

We offer unique solutions in response to domestic, regional and international social and economic needs

The TRC, GNU, National Credit Act

SKA Array, heart transplant, CAT scans, Kreepy-Krawlies, traffic lights and cats eyes

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Partners in building the South African brandWe are partners in building South Africa and in the words of Pravin Gordhan from this year’s Budget Speech: “Now it is time for all of us to say making South Africa work begins with you and me. We shoulder the responsibility to build a better South Africa. Now is the time to do extraordinary things, in dealing with our particular development circumstances. It requires new ideas and bold efforts from all: government, business, labour, communities and every family.”

Here are just a few ways you can help make South Africa great:• Createtherealityofglobalcompetitiveness• Identifyandleveragesymbolicevents,peopleandplacestocommunicateSouth Africa’s identity and reputation• Provideclear,believableandpositivecommunicationofwhatSouthAfricareallyis, what it stands for and its vision • Stimulaterelevantandcriticalinnovations• Createharmonyandcoordinationtotellthesamepowerful,believableand interesting story about South Africa• Nourishconfidence,pride,harmony,ambitionandnationalresolvetoenhancethe national Active Citizenship Mobilisation Campaign

By understanding and exploiting our unique combinations of Ubuntu, Diversity, Possibility, Sustainability, and Innovation and Creativity through inspiring new and different ways, we enable a collective transformation of the quality of lives inSouth Africa.

By using the pillars you can actively address some of the most important issues facing our country today:• Unemployment• Education• Healthcare• Skillsshortage• Skillstraining• Braindrain

You are an invaluable partner of the IMC, assisting us in articulating the value proposition through the brand pillars and activating active citizenship programmes.

Internationally you form an intrinsic part of our trade and investment portfolio. By showcasing the successes and innovations of South Africans, we can raise awareness of the opportunities and potential of our country internationally.

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The IMPOrTAnCe Of BrAnD AlIGnMenT When we talk with one voice, we can be heard. When we stand together as one, we will be seen as nation. This is why we need to make sure we work together to make South Africa great.

Our goal is to make South Africa a top 20 Nation Brand and top 30 globally competitive nation by 2020. We can’t do it alone. We need our government, citizens, organisations, businessmen, investors, exporters, tourists, sportsmen, foreign media, policymakers, media, country analysts and academia to stand together to build a strong, reputable nation brand for South Africa. The power of our partnership is what will influence our future as a nation brand.

What this means is that what we say about South Africa, must be able to be experienced. The words must ring with truth and the South African “spirit for success in a new world”. Words can only do so much, it is our actions that will speak louder. It is up to us, as South Africans, to move our country from what is possible to what is actual, and we can do this by working together. When we stand together, when we work alongside on another to achieve our goals we can all play a vital role in the economic growth and development of our country.

ObjectiveTo create a single brand logo and a unified brand architecture to help position South Africa as a globally competitive nation.

The benefits of brand and message alignmentA consistent Brand South Africa message creates strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace. • Increasedshareofvoice• Increasedmarketpresence• Increasedaudiencereach• Increasedmessageimpact• Increasedeconomiesofscalemaximizingmarketingspend• Increasedglobalcompetitiveness• Buildingaconsistentbrandidentitywiththesamelookandfeel

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2011 MeSSAGInG We have compiled a list of key messages for the local and international market to focus on in the coming year. As one of our key stakeholders, you play a major role in helping to communicate these messages across.

Domestic Messaging• SouthAfricaislaunchingamajornewcountrypositioningcampaign•AsaSouthAfricancompanywearethestandardbearersofourcountry’svalues•AsaSouthAfricancompanywearegearingforgrowthinachangedworld•AsaSouthAfricancompanywearemovingfrompossibilitytoactuality•AsaSouthAfricancompanyweembodythespiritforsuccessinanewworld• AsaSouthAfricancompanywearecommittedtogrowingSouthAfricaasan emerging market of choice•AsaSouthAfricancompanywearebuildingonourpastachievementsandare taking Brand South Africa to another level•SouthAfricaisapremierdestinationfortradeandinvestment

International Messaging • SouthAfricaisanemerginginvestmentmarketofchoice• SouthAfrica’sparticipationinBRICSwillpavethewayforaglobalpowershift• SouthAfricaistheSouthernhemisphere’smostinternationalbusinesscentre• SouthAfricaisnotaonehitwonder,oursuccessduringthe2010FIFAWorldCup™ is a precursor of more to come• SouthAfricaisacountrythathasmovedfrompossibilitytoactuality• SouthAfricaembodiesthespiritforsuccessinanewworld• SouthAfricaisgearingforgrowthinachangedworld• AsaG20country,SouthAfricaisamajoreconomicandpoliticalplayer• SouthAfricaisarepresentativeofAfrica–thehopefulcontinent

SOUTh AfrICA MeSSAGInGSouth Africa is the new reality. The country’s admission to BRICS is recognition of South Africa’s huge potential and rightly places it alongside the leading economies of tomorrow.

• WhileoureconomyissmallerthantheotherBRICeconomies,astherepresentative of the African continent we can punch above our weight, linking the BRIC economies to more than 1 billion consumers• AfricaisthefastestgrowthregionafterChinaandIndia,presenting-according to McKinsey -a US$2.6 billion revenue opportunity. Africa boasts large reserves of unexploited mineral wealth, 60% of the world’s uncultivated agricultural land, and the youngest age profile of any continent• JoiningBRICreflectstherealitythatAfricaisafirst-tieremergingmarketandensures that BRICS can now truly claim to represent the emerging world• SouthAfricaisgrowingforthefuture.Buildingontheachievementsofthelast 15 years, the new National Growth Plan (NGP) sets out a bold vision for creating an even more competitive, equitable, and socially cohesive economy• TheNGPputsemploymentatthecentreofeconomicpolicy.Itidentifieshowto achieve greater efficiencies and outlines the investment needed to create an advanced, twenty-first century infrastructure• TheNGPwillcreatelarge-scale,sustainablejobsinkeysectorsthrougha collaborative approach. This will spur trade, stimulate innovation and boost economic growth of up to 7% per year, ensuring South Africa remains at the forefront of fast-growing, emerging economies and maintains its status as an attractive investment destination• SouthAfricaisthe27thbiggesteconomyintheworld,withaGrossDomestic Product of US$354 billion (IMF)

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South Africa is open to increasing trade and investment with other BRICS partners. South Africa is a viable emerging market with huge potential as an innovative hub, sound investment destination and leading emerging market economy.

• SouthAfricaiskeentoworkwithBRICSbusinesses,governmentsandstakeholders to create a partnership model resulting in mutually beneficial investment opportunities• SouthAfrica’smodernfinancialsystemsprovideanidealopportunityforinvestments into the rest of Africa, with eight out of the ten largest companies in Africa based in South Africa• Rankedasoneofthetop20priorityeconomiesforFDIbytheWorldInvestment Prospects Survey• FitchRatingsreviseditsoutlookforSouthAfricafrom‘negative’to‘stable’,notingthe country’s economy had weathered the global recession well• SouthAfricahastheworld’slargestdepositsofgold,chromium,platinumand manganese• Thequalityofourinstitutions,strongintellectualpropertyprotection,accountability of private institutions, and a stable and well-regulated financial sector, all contribute to the ease of doing business• JohannesburgSecuritiesExchange( JSE)isthe14thlargestequitiesexchangeinthe world, with a total market capitalisation of some R2.3 trillion• Example:Wal-Mart’sUS$2.3billionofferfor51%ofSouthAfrica-basedMassmartis Wal-Mart’s second biggest investment in more than a decade

South Africa is a key player in global institutions and is confidently playing an increasingly critical role in the fast changing governance landscape.

• MemberoftheIMF,WorldBank,theWTOandtheUNsystem(includingIAEA)• Playingapivotalroleinthereshapingofglobalgovernanceandthefinancialand trade architecture

• MemberoftheG20,whichinlinewiththeshiftingbalanceofglobaleconomic power has begun to supersede the old G7/8• SouthAfricaisastabledemocracy,hasatransparentsystemofgovernance,andcan boast prudent fiscal policies, as well as a well-regulated financial sector• Strongrelationswithinternationalorganisations,membershipofG20,andgrowing economic influence, ensure South Africa is perceived as a powerful and influential mediator

Investment• SouthAfrica’sfinancialsectorisresilient,aswasproveninthefaceoftheglobal economic breakdown • SouthAfricaencouragesinvestmentthroughitshighlysophisticatedtaxsystem• TherearesignificantindicatorsthatSouthAfricaisonanaggressiveeconomic development drive. The New Growth Plan responds to the severe economic downturn from late 2008 and accelerating technological change, and creates the impetus for accelerated growth, combining macroeconomic and microeconomic interventions. South Africa continues to perform well against key economic indicators i.e. Doing Business Index and WEF GCI

Labour and job creation• SouthAfricaiscommittedtoasustainablefuturebyfindingwaystocreatejobsforall• Thegovernmentwillfocusonunlockingemploymentpotentialinsixkeysectors and activities: • Infrastructure–massiveexpansionoftransport,energy,water,communications capacity and housing • Agriculturalvaluechain • Miningvaluechain • Thegreeneconomy 15

• ManufacturingsectorsinIPAP2 • Tourismandotherhigh-levelservices

Communications• SouthAfricaisdevelopingforthefuture.Improvedtechnologyandinfrastructure facilitates global competitiveness and creates an enabling trade and investment environment

• SouthAfricahasaninternationallyrecognisedITinfrastructureandgovernance within the sector is set to become even stronger with the advent of the King III report, which will strengthen the information security system. The government also plans a further US$80 billion in investment for the technology sector

Tourism• Tourismisoneofthestrongestgrowthareasinthecountry,andreceiveda considerable boost through the hosting of the 2010 FIFA World CupTM • Itisacceptedasbeingsafefortourists,withmagnificentscenery,abundant wildlife and exciting cities with high-class accommodation facilities, offering once-in-a-lifetime experiences and memories

Housing security• Housingisabasicneedthatspeakstotheheartofanationandisakeydeterminant in creating safe, secure and healthy living conditions for citizens • Providingsecurityoftenureandaccesstobasicservicesisabasichumanright promoting national pride and dignity

Infrastructure• SouthAfricaisgrowingforthefuture.Ithasamodernandwell-developedtransport infrastructure, with world-class roads and rail networks. The country’s ports provide a natural stopover for shipping to and from Europe, the Americas, Asia, Australasia and both coasts of Africa• SouthAfrica’shighlyrankedairtravelinfrastructureprovidesopportunitiesfor business people and tourists alike to connect quickly and easily to the rest of the world

Energy• Theracetoidentifyandsecurenewandalternativeenergysourcesisaglobal phenomenon • SouthAfricacontinuestoinvestigatesustainable,environmentallyfriendlyenergy sources and has made significant investment to this end • Thereareindicationsthatgovernmentwillachieveitstargetsforsupplyingamillion solar water heaters, and of generating 10 000 gigawatts of electricity from renewable sources by 2013

Mining and minerals• SouthAfricaisaworldleaderintheminingsectorandremainsthecontinent’s mining powerhouse

Science and technology• SouthAfricaexcelsintheITarena.NotedITcompaniesandfoundationshave lauded the South African government for applying IT standards within public sector organisations. ICT governance, which was weak until recently, will become stricter with the advent of the King III report

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• SouthAfricaisaleaderininnovationandisrecognisedbytheWEFforthe development of strong collaborative links between businesses and universities. More broadly, though, South African’s have an innate outlook and perspective that allows them to see beyond hurdles, and to develop unique solutions. Whether it is undertaking the first ever heart transplant or inventing the modern CAT scan, South Africans have shown the innovation and creativity that offer solutions to global challenges

Youth development• Thegovernmentacknowledgesthatyouthdevelopmentiscriticaltothecontinued growth and success of the economy. With a largely youthful population, the impetus in creating a viable, thriving youth sector for the country becomes a critical delivery point• Continuingthecycleofdevelopmentbeyondprimaryandtertiaryeducationisa key determinant in engendering innovation and unique South African (and African) solutions that influence global competitiveness

Support to SMMEs• Long-termsustainableeconomicgrowthwillberealisedthroughthesupportand development of the small, medium and micro enterprises sector• Smallbusinessesareabletomakingameaningfulcontributiontojobcreationby empowering and sustaining livelihoods across all sectors, both rural and urban

Education• TheSouthAfricannationalreputationisjudgedbythequalityofitseducationand the quality of the graduates it produces. Education is a strong reputation driver. The youth represent our future and, as such, education is a societal matter that requires increased collaboration and joint ownership • Thepursuitofqualityeducationis,therefore,akeydriveroftheIMCmandateasthis has a direct impact on reputation management, both locally and abroad. In turn,

our global competitiveness is solely reliant on the development of our labour force, which completes the cycle of education

Police and courts / Justice system• SouthAfricacanboastentrenchedandreliablepolitical,legalandsocialinstitutions that ensure rights and personal freedoms are protected. Globally, South Africa is at the forefront of auditing and reporting standards of the graduates it produces • TheWEFalsoranksSouthAfricahighlyonintellectualpropertyprotectionand efficient legal frameworks for settling disputes or challenging regulations

Health• SouthAfricaisactivelyprogressingplansforitsNationalHealthInsurancescheme (phasing in from 2012), setting the country on a path that ensures quality, affordable healthcare for all• Theoverallhealthandwellbeingofanationplaysasignificantroleinmaintaining global reputation and competitiveness

HIV / AIDS• TheSouthAfricangovernmenthasmadesignificantstridesinincreasingaccess to anti-retroviral treatment • Thecountryhasthelargestanti-retroviraltherapyprogrammeintheworldand the government is committed to arresting the infection rate through a healthy, well-informed nation• Recenttrendsindicateapossibleturningpointintheepidemic,withinfections decreasing youth

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Flood relief• ContinuedsupportandrelieftothosestruckbydisasterfostersaspiritofUbuntu amongst those in dire need

Land reform• Empowermentthroughthefacilitationoflandreformisanindicatorofgovernment’s commitment to transformation and equitable tenure• TransformationofrurallandinSouthAfricawilltieinwiththeeconomicvision of the New Growth Path, emphasising a concerted effort to reduce joblessness among the youth and support labour-intensive industries through industrial policy interventions, in accordance with the paper on rural development and land affairs

Africa (Regional integration)• SouthAfricarecognisesthatitsdestinyisinextricablylinkedtothatofthecontinent and that regional integration is necessary for Africa’s massive growth potential to be realised.Integrationisnotjustthelifebloodoftradeandinvestment–itisalsokey to peace, security and more inclusive societies• SouthAfricahasbeenattheforefrontofdrivingAfrica’sregionalintegrationefforts. South Africa has taken responsibility for developing continental north-south rail and road links, and champions infrastructure investment, skills development and a single free-trade zone• SouthAfricaiskeentoworkwithglobalbusinesses,andotherAfricangovernments and stakeholders, to create a partnership model resulting in mutually beneficial investment opportunities

National icons• ‘FlytheFlag’and‘MagnificentFridays’arekeyactivationsthatengenderprideand patriotism for the local and international market• Weunderstandthesignificanceofournationaliconsandheritage,andtherolethey play in uniting South Africans and projecting a unified image

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T

The STATe Of The nATIOn In nUMBerS 20117.3 million tourists in 2010, 5 million HIV/Aids tests since April, 400 000 more people

with running water, R9 billion for job creation, R20 billion in tax breaks to boost

manufacturing... take a quick run-through of the figures contained in State President

Jacob Zuma’s 2011 State of the Nation address:

•21years sinceformerPresidentNelsonMandelawalkedfreeafter27yearsasa

political prisoner

•17years sinceSouthAfrica’stransitiontoanon-racial,non-sexist,equaland

democratic society

•400000 thenumberofadditionalSouthAfricansservedwithabasicwater

supply in 2010

•81% theproportionofthecountrynowelectrified,comparedto63%in

the year 2000

•8.6% thedeclineinthemurderrateinSouthAfricaoverthepastyear.

•15million thenumberofSouthAfricanscurrentlyreceivingstatesocialgrants

•R9billion instatefundingtosupportjobcreationinSouthAfricaoverthenext

three years

•R10billion setasidebytheIndustrialDevelopmentCorporationforinvestmentin

economic activities with high job creation potential over the next

five years

•R20billion intaxallowancesortaxbreakstopromoteinvestment,expansionand

upgrades in South Africa’s manufacturing sector

•R550million setasideforinfrastructureupgradesandexpansionscountrywide.

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•30% theminingindustry’scontributiontoSouthAfrica’stotal

export revenue

•7.3million thenumberoftouriststhatarrivedinSouthAfricain2010

•95 thenumberofmajorinternationalmeetingsandconferencesthat

South Africa has already secured between now and 2016

•R2billion thecontributionofthecreativeandculturalindustriestoSouthAfrica’s

gross domestic product (GDP)

•R475million thecontributionoftheCapeTownInternationalJazzFestivaltothe

Western Cape economy

•2000 thenumberofjobscreatedduringtheCapeTownInternational

Jazz Festival in 2010

•R75billion Eskom’sinvestmentinthenewpowerstationsMedupi,Kusileand

Ingula, as well as the return to service and transmission of

other projects

•400000 thenumberofSouthAfricanhouseholdsthatshouldhavesecurityof

tenure by 2014

•R2.6billion theamountthatthegovernmentwillspendonwaterservicesthisyear

•4.5million thenumberofworkopportunitiesthattheExpandedPublicWorks

Programme aims to create

•800 thenumberofconstructionjobscreatedbySouthAfrica’sbidforthe

Square Kilometre Array radio telescope

•6000 thenumberofstudentssupportedbyDenel,Eskom,SouthAfrican

Airways and Transnet in acquiring scarce and critical, technical and

engineering-related skills

•105 thenumberofnursingcollegesthatwillberevitalisedcountrywideto

train more nurses

•5million thenumberofvoluntaryHIV/Aidstestsconductedsincethelaunch

of the testing campaign in April 2010

•700000 thenumberoffirst-timeidentitydocumentsissuedinLibodeinthe

Eastern Cape following the launch of the National Population

Registration Campaign

•R800million allocatedforimmediaterelieftoassistcommunitiesaffectedbythe

recent floods across South Africa

•2000 SouthAfricanNationalDefenceForcepersonneldeployedas

peacekeepers in the Democratic Republic of the Congo, Sudan and

the Central African Republic

•2.5trillion thevalueofSouthAfrica’sminingassetsinUSdollars

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2011 Marketing and Communications Campaigns...DOMeSTIC AnD InTernATIOnAl MArKeTInG

STRATEGIC OBJECTIVES:

STRATEGY:

ACTIVE CITIZENSHIP MOBILISATION CAMPAIGN

+ =Pride & Patriotism Active Citizenship Social Cohesion

Spirit for Success in a New World

Engage Empower Reward & Recognition

PRO

GR

AM

ME

OF

AC

TIO

N

Public ParticipationRoad shows

Formula &SA’s DNA

StakeholderSummits

Country Slogan

National Orders

Brand AfricaSummit

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MAJOr evenTS & MIleSTOneS CAlenDAr 2011

• Freedom Day• BRICS Meeting (China)• Two Oceans Marathon, CT

• Africa Day• Workers Day• World Economic Forum, CT• Comrades Marathon• 18th Arabian Travel Market (UAE)• SADC – China Trade Fair & Investment Forum

• SA Municipal Elections• Transparency International Global Peace Index • IMDs Yearly Competitiveness Index

MAY

nOveMBer

JUne

DeCeMBer

APrIl

AUGUST SePTeMBerJUlY

OCTOBer

• Youth Month• World Environment Day (UN)• Safari Sevens (Kenya)• Anholt GfK City Brand Global Peace Index• Brand Finance Nation’s Brand Equity Index

• 123rd International Olympics Committee General Assembly Session, SA• AU Summit• IAAF World Youth Championships, Lille (France)

• SADC Summit• The Oppenheimer Annual Technology, Media & Telecommunications Conference, Boston (USA)• Athletics World Championships, Daegu (South Korea)• IBSA Summit• Economic Freedom Index

• Heritage Month• Rugby World Cup New Zealand• JATA World Tourism Congress & Travel Fair (Japan)• E-Tourism Conference East Africa (Kenya)

• All Africa Games, Maputo (Moz.)• World Investment Prospects survey• Mo Ibrahim Index• WEF Global Competitiveness Index

• Carbon Zero (Brazil)• Nigeria Economy Summit (Nigeria)• The Economist China Summit, Beijing (China)• World Knowledge Forum (South Korea)• Sochi Economic Forum, Russia• Anholt GfK Roper Nation Brands Index

• United Nations Climate Change Conference (COP17), Durban• G20 Summit, Cannes (France)• International Trade Fair for Industrial Environment & Sustainability (Brazil)

• Wonders of Nature Ceremony (Table Mountain Bid)• SKA Announcement• World Bank’s Doing Business Index• UNDP Human Development Index

• United Nations Climate Change Conference (COP17), Durban• World AIDS Day• Goldman Sachs US Financial Services Conference, New York (USA)• Calabar Carnival (Nigeria)

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Brand South Africa Corporate Identity The following is a brief overview of the Brand South Africa Corporate Identity and includes basic guidelines on how Media South Africa can use the Nation Brand in co-branding and other initiatives.

The new Corporate Identity is available for download online at www.brandsouthafricaresource.com and clearly sets out the structures with regards to co-branding and logo usage. Your registration allows you access to the templates and visual library, as well as the ability to upload your creative applications for approval.

Brand ArchitectureThe Brand Architecture allows all our stakeholders to communication South Africa’s offerings in a unifi ed manner that maximizes share of voice and assures economies of scale. The monolithic brand exists to market the national brand of South Africa as well as regional brands to an international audience. The brand house allows a number of associated entities to market to the domestic audience while remaining consistent to the overall brand.

from many logos To one logo

agricultureDepartment:AgricultureREPUBLIC OF SOUTH AFRICA

arts & cultureDepartment:Arts and CultureREPUBLIC OF SOUTH AFRICA

environment& tourism

Department:Environmental Affairs and TourismREPUBLIC OF SOUTH AFRICA

water & forestryDepartment:Water Affairs and ForestryREPUBLIC OF SOUTH AFRICA

sport & recreationDepartment:Sport and Recreation South AfricaREPUBLIC OF SOUTH AFRICA

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level 1nationalBrand South AfricaNational Government Departments

International Brand Architecture: The monolithic brandNational and Regional

level 2Medium*ProvincesMunicipalitiesCities

*Agencies and organisations are represented by their appropriate province, municipality or city.

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PROVINCE

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PROVINCE

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MUNICIPALITY

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CITY

Domestic Brand Architecture: Branded houseNational and Regional

level 3nationalBrand South AfricaNational Government Departments National export councils, etc.

Tagline Placed Here

regional examplesProvinces, Municipalities, CitiesProvincial Trade and Investment AgenciesProvincial Tourism Agencies

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logo UsagenATIOnAlThe logo, elements and their relationships (ratios) may not be altered or modified in any way. The x measurement: The height of the red triangle in the logo symbol is the x measurement from which the logo is constructedTagline typeface: Mundo Sans Medium Italic in white or black depending on the background colour or visualURL typeface: Mundo Sans in white or black depending on the background colour or visual Clear space: The clear space is the area in which the logo must stand-alone and no object may intrude into this space

Provinces, Municipalities and CitiesreGIOnAlThe logo, elements and their relationships (ratios) may not be altered or modified in any way. “REGIONAL BRAND” is a placeholder for the name of a province, municipality or city e.g. Gauteng, Ekurhuleni, Cape Town.The x measurement: The height of the red triangle in the logo symbol is the x measurement from which the logo is constructedTagline typeface: Mundo Sans Medium Italic in white or black depending on the background colour or visualURL typeface: Mundo Sans in white or black depending on the background colour or visualRegional Brand typeface: Mundo Sans uppercase in white Clear space: The clear space is the area in which the logo must stand- alone and no object may intrude into this space

Example Example

Tagline Placed Herewww.webaddress.co.za Tagline Placed Here

Logo symbol Logo symbol

www.webaddress.co.za Tagline Placed HereTagline Placed Here

Logo type

TaglineURL

x

Clear space area (x)

Example Example

Logo symbol Logo symbol

Tagline Placed Here

REGIONAL BRAND

Tagline Placed Here

REGIONAL BRAND

www.webaddress.co.za

Tagline Placed Here

REGIONAL BRAND

www.webaddress.co.zaTagline Placed Here

REGIONAL BRAND

Logo type

TaglineURL

Regionalbrand name

x

Clear space area (x)

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Tagline Placed Here Tagline Placed Here

regional logoProvinces

FREE STATEEASTERN CAPE


LIMPOPOKWAZULU-NATAL

Tagline Placed Here

GAUTENG

Tagline Placed Here

MPUMALANGA


NORTHERN CAPENORTH WEST

Tagline Placed Here

WESTERN CAPE

regional logoMunicipalities

Tagline Placed Here

EKURHULENI

Tagline Placed Here

MOGALE CITY

Tagline Placed Here

TSHWANE

Tagline Placed Here

CITY OF JOBURG

Tagline Placed Here

ETHEKWINI

Tagline Placed Here

NELSON MANDELA BAY

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Colour PaletteThe approved colour palette consists of the colours of the National Flag: white, yellow, black, green, red and blue.

Tagline Placed HereTagline Placed Here

Tagline Placed Here

Tagline Placed Here

Tagline Placed Here

regional logoCities

CAPE TOWN

DURBAN

Tagline Placed Here

NELSPRUIT

Tagline Placed Here

KIMBERLEY

Tagline Placed Here

JOHANNESBURG

RUSTENBURG

Tagline Placed Here

PRETORIA

POLOKWANE PORT ELIZABETH

Tagline Placed Here

BLOEMFONTEIN

Pantone WhiteCMYK 0C 0M 0Y 0KrGB 255R 255G 255B

Pantone BlackCMYK 0C 0M 0Y 0KrGB 0R 0G 0B

Pantone 032CMYK 0C 100M 100Y 0KrGB 237R 28G 36B




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Primary Typeface

Mundo Sans LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*/?

Mundo Sans Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890!@#$%^&*/?

Mundo Sans ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijk lmnopqrstuvwxyz1234567890!@#$%^&*/?

Mundo Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*/?

Mundo Sans Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*/?

This is an actual size example of the text in an A4 portrait or A3 landscape advertisement.

Headline: Mundo Sans 30ptBody copy: Mundo Sans 13ptURL: Mundo Sans Medium Italic 12ptCaptions: Mundo Sans Italic 8pt

Headline placed here in Mundo SansLorem ipsum nulpa nonsequo veles enis comnis explaci sincient.Et que plaute dolupta sitatuscius, quamendae. Minullaut ut magni nectas nonsequo veles enis comnis explaci sincient.

Go to www.website.co.za or call 000 1234 567.

Caption placed here in Mundo Sans Italic.

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visual languageThe visual language is an intrinsic part of important positioning South Africa as solutions oriented, offering new and different ways and the embodiment of the spirit of success in a new world. Images are to be used in full colour with full bleed as per CI guidelines. Visuals must be relevant to the market, industry sector and messaging. Where possible choose an image that includes a human interaction and conforms to one of the brand pillars.

The images are stored for in the visual library on www.brandresourcesouthafrica.com. They cover all sectors of Brand South Africa’s interaction from tourism and investment to infrastructure and industry.

Should you wish to use a particular image that is not included in our library, please ensure it is relevant to the brand pillars, speaks to the positioning and is uploaded onto www.brandresourcesouthafrica.com for approval.

visual languageThe visual language is an intrinsic part of important positioning South Africa as solutions oriented, offering new and different ways and the embodiment of the spirit of success in a new world. Images are to be used in full colour with full bleed as per CI guidelines. Visuals must be relevant to the market, industry sector and messaging. Where possible choose an image that includes a human interaction and conforms to one of the brand pillars.

The images are stored for in the visual library on www.brandresourcesouthafrica.com. They cover all sectors of Brand South Africa’s interaction from tourism and investment to infrastructure and industry.

Should you wish to use a particular image that is not included in our library, please ensure it is relevant to the brand pillars, speaks to the positioning and is uploaded onto www.brandresourcesouthafrica.com for approval.

Sector Differentiators - national and regionalIndustry sectors include infrastructure, industry, tourism and trade and investment. When communicating industry sectors use visuals that are relevant and specific to the sector.

VISUAL MESSAGEINFRASTRUCTURE

Caption placed here

Headline placedhere in Mundo SansLorem ipsum dolor amet adipiscing elit magna sed diam nonummy nibh euismod tincidunt ut laoreet dolore sed aliquam erat ut wisi enim ad minim veniam quis nostrud.


Tagline Placed Here

VISUAL MESSAGEINDUSTRY



Caption placed here

SINGLE PAGE PRINT AD - NATIONAL DOUBLE PAGE PRINT AD - PROVINCIAL

Tagline Placed Here

KWAZULU-NATAL

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VISUAL MESSAGETOURISM

OUTDOOR BILLBOARD

Headline placed hereGo to www.website.co.za

Tagline Placed Here

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Co-branding - The contextThe Nation Brand exists to influence the decision making of international consumers and investors in favour of South Africa. Domestically, the Nation Brand should be aligned with pride, patriotism and nation building behaviour. It is not intended to become a catch-all brand for all domestics aspects of the country. It is for the benefit of all South Africans and may not be used for the commercial gain of individuals or specific businesses.

NATIONAL AND REGIONAL BRAND NATIONAL, REGIONAL BRAND AND ORGANISATIONAL BRAND

GUEST BRANDING

Caption placed here





Caption placed here

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Pudandis que pellant eosaperspid quas con repudaepta nis eliquatum do-lessi tatur? Am ant, est, seque aruptatiur aliquae ctorrun tempers pientisti nus, ut eum quia voloreseque consequi berehendes am untiur a audici ut ulparch icae. Nam, voluptat.Ratquodici dolorestota dusaepe lendese quodignihici conse con eium vole stia cumenti atiaeces sitae re quas quiatus aliquo conseque res aborrovid endio ber-fers perernatum que sum sum latur as eos veliquam volorum sequi doluptatur? Ed ut eos ent dent alitae cust volorit, ut quidell uptatio reiciat ecaborero blaut fugitas pediciis et landamusam cullat vent.

Descil ma vende volorerio evero et acero berferc hillor seque si nus dol.pra nos eaquiscia nonseculla volore quaecto volorectusam lam es ut aut aborro eostota ad qui accusdaest aut pratem. que cupta quo vel iuntinullis etur aut plicima ion-sequiam est, cusam, ipsusap ienihiliat idem dolore, odi dolorunt ea dia ipsuntiis minveliberio maximus.Orent pro qui officia nones sentus volorro in corem suntio blauditisti arum reici-duci nullam et quas aut erum quunte voluptatem nisqui dolenis nient aute velestr uptatibusci incillo rerit, qui sundignitist.www.airports.co.za

BREAKING NEW GROUND

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Co-branding - Wall banner Dimensions: 2.2 x 0.85mText box: The text box is positioned in the top half of the bannerCopy alignment: The copy is aligned left or right of the text area and may be moved anywhere, up or down on the vertical axis, dependent on the visualHeadline: Mundo Sans 250pt URL: Mundo Sans Italic 170ptCo-branding: The co-branding area forms a white strip at the base of the pageExample A: This applies when a visual banner is accompanied by a generic banner (yellow banner). Example B: This applies when you are only using a visual banner

EXAMPLE A EXAMPLE B

Co-branding area

Headline placed here inMundo Sans

Go to www.website.co.za

Co-branding area Co-branding areaCo-branding area Co-branding area Co-branding area Co-branding area

Headline placed here inMundo Sans

Go to www.website.co.za


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Co-branding - electronic Electronic media advertising is regarded as broadcast media as opposed to the one-on-one communication of the website. Advertising targeted at international audiences is subject to the monolithic brand architecture and only carries the branding of Brand South Africa.

Websites that are developed specifically as, or to support, international advertising are also subject to the monolithic brand.

Websites that are targeted at domestic audiences or that facilitate direct, one-to-one communication between a region or entity and an international audience, are treated as coming from the region or entity concerned and will not carry the national brand.

Co-branding Don’tsFigure A: Inappropriate brand associations: these are the places and/or objects that have negative quality associations that would be to the detriment of the brand Figure B: Over-use and loss of meaning: when the Nation Brand logo is over-used and the brand becomes wallpaperFigure C: Too many brands: when too many co-brands create clutter and dilute the power of the Nation Brand, or when co-branding dominates the communicationFigures D&E: Repetitive branding: when different brands communicate the same thing e.g. The provincial version of the national brand with the province’s own logo

FIGURE A FIGURE B

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Caption placed here



FIGURE C FIGURE D FIGURE E



Caption placed here

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Collateral

Tagline Placed Here

Tagline Placed Here

GIFT BAGS

LANYARDS

Tagline Placed Here Tagline Placed Here Tagline Placed Here Tagline Placed Here Tagline Placed Here

Tagline Placed Here Tagline Placed Here Tagline Placed HereTagline Placed HereTagline Placed Here

CAPS AND HATS

Tagline Placed Here

Tagline Placed Here

Tagline Placed Here

Tagline Placed Here

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GOLF SHIRTS

Tagline Placed HereTagline Placed Here

MUGS AND CUPS

Tagline Placed Here

Tagline Placed Here

Tagline Placed Here

Tagline Placed Here

WATER BOTTLES


VUVUZELAS

Tagline Placed Here

Tagline Placed Here

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Collateral

BRANDED PENS

BRANDED USB STICKS

BRANDED SCARVES

Tagline Placed Here

Tagline Placed Here

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Please tell us what else the IMC can do to assist you in the marketing of South Africa.your COMMENTS

your COMMENTS

The International Marketing Council of South Africa

custodian of Brand South Africa

103 Central Street, Houghton, Johannesburg, 2198, Gauteng, South Africa

PO Box 87168, Houghton, Johannesburg, South Africa, 2041

Tel: +27 11 483 0122

Fax: +27 11 483 0124

Email: [email protected]

Website: www.brandsouthafrica.com

The International Marketing Council of South Africa

custodian of Brand South Africa

103 Central Street, Houghton, Johannesburg, 2198, Gauteng, South Africa

PO Box 87168, Houghton, Johannesburg, South Africa, 2041

Tel: +27 11 483 0122

Fax: +27 11 483 0124

Email: [email protected]

Website: www.brandsouthafrica.com

2011 Government Toolkit - Brand South Africa · 2018-02-05 · Collateral . Welcome Welcome to the...

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