Liquid Telecom Brand Toolkit | Liquid Telecom Brand Toolkit We started out by questioning the way...

1 | Liquid Brand Toolkit

Liquid Telecom Brand ToolkitEdition 4 | February 2017

Liquid Telecom Brand Toolkit

Introduction

Manifesto 1

Tone of Voice 2

Brand elements

The Logo 3

Transition brands 4

Colourways 5

Exclusion zone 6

Size guide 7

Positioning 8

Brandline use 9

Core pallette 10

Typefaces 11

Our swoosh 12

Imagery

Landscapes and light sources 13

People 14

Contents

Applications

Literature 15

Advertising 16

Stationery 18

1 | Liquid Telecom Brand Toolkit

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 40,000km across borders to connect people locally, nationally and internationally. We’re not stopping there – we’re continuing to invest so we can connect people as seamlessly as if they were located just across the road.

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.

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.


Expert Inclusive

Inspiring

ExpertWe 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.

InspiringWe’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.

InclusiveWe 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.

Tone of Voice

Our tone of voice is built on three ideas that underpin the way we go about doing things. Communication 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.


The Logo

The Liquid Telecom logo is the foundation of the Liquid Telecom brand.

If you require logo files contact Scott Williams.

© Copyright 2013, Liquid Telecommunications

Holdings Limited. All rights reserved. File Formatseps for professionally printed artworksjpg for Microsoft applicationsgif for online applications

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

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


The Logo

Transition Brands

Either switch to Liquid Terlecom immediately, or, if there are specific reasons for a delay - please use this transition branding.

Stage 1Logo• The Liquid Telecom identifier is attached to the brand to the brand.• All colours move to Liquid Telecom Blue and Magenta • All copy changes to reflect the new messaging• All material to be reworked into blue and magenta

Before

After


Standard colour versionFor use on white backgrounds and light coloured images.

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 Stephanie Thorpe [email protected]

White-out versionFor use on dark coloured backgrounds and images.

Black single colour versionFor use in single colour print.

Colourways

The Logo


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’ on the Liquid Telecom logo and the height of the ‘N’ on the Neotel logo.

Exclusion zone

The Logo


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.

The Liquid logo must always be reproduced consistently.

Any material larger than A1 to be signed off by UK Brand Manager.

Minimum size for printed and digital material

20mm / 100px

55mm

A3

28mm

A5, DL

39mm

A4, 210 square

119px

Email

78mm

A2

Size guide

The Logo


The Logo

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.

Positioning


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’.

It is set in Helvetica 75 Bold.

Brandline use

Building Africa’s digital future

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.

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.


Pantone 2925, our core blue colour, should be used predominantly through all of our communications.

Magenta is our supoort colour. Magenta is used to punctuate all our graphic imagery, buildings and colateral.

The predominent colour should always be Pantone 2925, but utilise the Magenta sparingly to create a distinction.

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

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

Core pallette

Colour


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 To be used online and when other fonts are not available

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

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.


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.

1 2 3 4

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

Our swoosh


ImageryReal 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.


ImageryReal 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.


ApplicationsLiterature

Back Cover Front Cover

Inner Pages

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

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.


ApplicationsAdvertising: ‘African’Liquid Telecom is more than a telecoms company.

It is a positive and empowering champion for Africa and African business.

It fills this role by providing world-class digital infrastructure, services and products that save money and make money for world businesses out of Africa.

Liquid Telecom is for believers, do-ers and strivers.

It recognises that Africa is a unique, proud and passionate place, filled with people who share those same qualities.

People who believe in the potential and future of Africa because they are that potential and future.

People who, through working with Liquid, ensure that the brilliance of Africa can and will be realised.

• Proud to be AfriCAN• Variable for all sectors• Master design for outdoor, digital and press


ApplicationsAdvertising: ‘African’

Press

Web banners

Billboards


ApplicationsStationery

Liquid Telecom South Africa 150 Bryanston Drive Bryanston 2196 Johannesburg

T + 27 11 463 7226 F + 27 11 463 7231


Company Reg. No. C.41705

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

Mr A Sample123 Sample houseSampledonSampleshireSaAM 123

<Date>

Dear Mr Sample,

Connecting to a bigger network 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


Company Reg. No. C.41705

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

T + 12 34 5678 9012 D + 12 34 5678 9012 M + 12 34 5678 9012 E [email protected]


NameCEO

Other Liquid Telecom OfficesMauritius (Head Office) • Botswana

DRC • Kenya • Lesotho • Nigeria • Rwanda South Africa • Uganda • Zambia • Zimbabwe • UK

My Office Liquid Telecom KenyaSameer Business Park Block A Mombassa RoadNairobi

Letterheading Compliment slip

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