Brand Guide

The new stylised signature conveys a classy, confident and professional persona. The primary Gold in the signature exemplifies the Darama brand that practices excellence in quality and service.

With a customised font style that is fluid, contemporary and simplistic, this brand mark reflects Damara’s beliefs to offer the most personal and best service to their customers.

Above all else, the new stylised Damara signature epitomises the overall brand mix of expertise and human affinity.

CONTENTS

Signature Elements

Corporate Signature

Endorsement Line

Colour Variations (Full Colour Corporate Signature)

Colour Variations (One Colour Corporate Signature)

Colour Variations (One Colour Reverse White Signature)

Incorrect Usage

1.1

1.2

1.3

1.4

1.5

1.6

1.7

1.1 Signature Elements

Wordmark(Pantone DS 11-5C)

CorporateSignature

Signature Elements

The relationship between each element of our signature has been carefully considered: the letters have been specially arranged and colours have been chosen to create a unique and distinctive mark. We must project it to maximise its impact, while protecting it to preserve its integrity. Observe the principles outlined in this section to help us achieve our goal.

1.2 Corporate Signature

X

Minimum Size

X

X

X

X

Minimum Clear Space Zone

The clear space zone “X” is calculated using the width of “a” in the Wordmark. The above example illustrates how the clear space zone should be applied to the preferred version of the Corporate Signature

The size of our Corporate Signature is measured from the left-hand edge of the letter “d” to the right-hand edge of the letter “a” in the Wordmark.

The recommended minumum size for reproducing the Corporate signature is 18mm.

18mm

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1.3 Endorsement Line

X

Minimum Size

X

X

X

X

The size of our endorsement line is measured from the left-hand edge of the letter “s” to the right-hand edge of the letter “e” in the endorsement liner.

The recommended minumum size for reproducing the Corporate signature is 30mm.

30mm

10mm

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1.3 Endorsement Line

X

Minimum Size

X

X

X

X

The size of our endorsement line is measured from the left-hand edge of the letter “b” to the right-hand edge of the letter “y” in the endorsement liner.

The recommended minumum size for reproducing the Corporate signature is 30mm.

30mm

10mm

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1.3 Endorsement Line

X

Minimum Size

X

X

X

X

The size of our endorsement line is measured from the left-hand edge of the letter “n” to the right-hand edge of the letter “e” in the endorsement liner.

The recommended minumum size for reproducing the Corporate signature is 30mm.

30mm

10mm

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1.4 Colour Variations (Full Colour Corporate Signature)

Full colour Signature on white background(Pantone preferred)

Full colour Signature on black background

Full colour Signature on grey (70% black) background

The use of Gold, Pantone DS 11-5C constitute the full colour expression of Damara Corporate Signature

Whenever possible, it is preferred that the full colour Corporate Signature appears on either a white or black background to reinforce the attributes of the Damara identity.

The full colour Damara Signature should be used in all high- resolution colour-based media, such as advertising and literature.

On occasion when it is not possible to use full colour, use one of the approved options illustrated in the following pages.

No other colour combination should be used.

Full Colour Corporate Signature

1.4 Colour Variations (Full Colour Corporate Signature)

Full colour Signature on white background(Pantone preferred)

Full colour Signature with endorsement line in white on black background

Full colour Signature with endorsement line in white on grey (70% black) background

The use of Gold, Pantone DS 11-5C constitute the full colour expression of Damara Corporate Signature

Whenever possible, it is preferred that the full colour Corporate Signature appears on either a white or black background to reinforce the attributes of the Damara identity.

The full colour Damara Signature should be used in all high- resolution colour-based media, such as advertising and literature.

On occasion when it is not possible to use full colour, use one of the approved options illustrated in the following pages.

No other colour combination should be used.

Full Colour Corporate Signature

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1.5 Colour Variations (One Colour Corporate Signature)

Black Signature on white background

Gold Signature (Pantone DS 11-5C) on white background

Silver Signature (Pantone DS 11-9C) on white background

One Colour Corporate Signature

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This version of the Corporate Signature may be applied when a single colour expression takes full advantage of that particular medium or when printing/cost constaints prevail. For single colour Signature, the priority of application is either black, gold or silver.

No other colour combinations should be used.

1.6 Colour Variations (One Colour Reverse White Signature)

Reverse White Signature

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The Reverse White Corporate Signature can be applied when the background interferes with the dynamism of the Damara Signature or when printing / cost constraints prevail.

1.7 Incorrect Use

Incorrect Usage

Our Corporate Signature is a valuable asset and its integrity should never be compromised.

It is important that we use our Corporate Signature consistently. Do not alter, manipulate or position the Corporate Signature on non-specific or inappropriate background.

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damaraDo not alter the position of any elements of the Signature

Do not recreate the Signature using another typeface

Do not use a size relation other than that provided in this guide

Do not use a drop shadow under the Signature

Do not slant the Signature at an angle Do not outline the Signature Do not outline the Signature

Do not reduce the Signature to a size smaller than the specific minimum size

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Do not distort the Signature in any way

1.7 Incorrect Use

Incorrect Usage

Our Corporate Signature is a valuable asset and its integrity should never be compromised.

It is important that we use our Corporate Signature consistently. Do not alter, manipulate or position the Corporate Signature on non-specific or inappropriate background.

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Do not fill the Signature with images Do not change the colours of the Signature

Do not overlay the Signature on a photographic background

Do not use colours that are not specified for the Signature

Do not place the Signature on a patterned background

Do not place the full colour Signature on a background that will render any part of the Signature to be unclear

Do not incorporate the Signature into a body copy or sentence

Do not crop the Signature

Do not use a low resolution reproduction of the Signature

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This is new corporate identity