Brand Guidelines and Visual Expressions

Brand Characteristics The Buy Zimbabwe brand encompasses a variety of dimensions. These characteristics are reflected in the signature of the organization, which includes the geometric art depicting the most important aspects and the fundamental purposes of Buy Zimbabwe. These represent competitiveness and awareness.

Brand personality The Buy Zimbabwe insignia is friendly, proud, warm and inviting and all this is depicted in its form and colour. It has a lively and welcoming personality and is simple to understand.

Brand Tone The insignia captures the identifying colours of Buy Zimbabwe and together with the icon, comprises the tone of the organization. The medallion brings in status; the Chevron brings in rich history; the fish eagle highlights pride and the colours highlight diversity.

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Insignia

The Buy Zimbabwe insignia is the most visible and recognizable symbol of Buy Zimbabwe and on qualifying local products. It is synonymous with quality, local content, fair labour practices and environmental awareness. There is one version of the Buy Zimbabwe insignia. The signature is the chief brand mark representing Buy Zimbabwe and its partners. This version shall be used at all times. The Buy Zimbabwe insignia colours are a distinctive array of black, yellow, red, green and gold and will establish the brand in the marketplace. These become our colours, our unique look, and our identity. Colours play a critical role in the branding process and these colours represent the characteristics of Buy ZimbabweTogether with the medallion, they create a remarkable icon that fortifies the brand equity and builds awareness about the brand. The Buy Zimbabwe Seal Key Features ?Zimbabwe Medallion The Buy ? Beaked Fish Eagle The Gold ? The multi-coloured ribbon ? The Chevron The Buy Zimbabwe Medallion The Buy Zimbabwe medallion is the highest honour given to any local product, awarded fro upholding high standards of quality, using local raw materials, upholding fair labour practices and upholding environmental awareness. It is given to a deserving local product that distinguishes itself in the marketplace by providing unparalled service to the consumer. The Gold Beaked Fish Eagle The proud fish eagle represents not allowing the illusion of limitation to ground us in all our endeavors. Zimbabwean brands are coming from a background of a harsh economic environment but we acknowledge that there are some that have stood the taste of time and continue to excel both on the local and global market and have become the flagship of Zimbabwean brands. The gold beak on the fish eagle encourages Zimbabweans to put their money were their mouth is... The beak is a call to action. The fish eagle, which is a skilled hunter, teaches us to go about gaining our needs in ways that are most efficient. The lesson is to work smarter, not harder. The Multi-Coloured Ribbon The ribbon has been widely used globally as a symbol for awareness with different colours used to represent a particular campaign. The multi-coloured ribbon on the Buy Zimbabwe seal represents Buy Zimbabwes efforts to raise awareness and the profile of the process of buying local and the wide range of quality local products and services that are available in Zimbabwe. The multiple colours on the ribbon are adopted from the Zimbabwe national flag which is a symbol of pride, wealth, natural resources, harmony and the diversity of culture that lies in the country. The Chevron The engraved chevron is a distinguishing mark that signifies status/merit and protection in many world cultures. The chevron is also a strong symbol of Zimbabwean architecture elaborately incorporated into the designs of the walls of Great Zimbabwes Great Enclosure. These walls protected some 18 000 people in its heyday in 15th century AD. For modern Zimbabwe, the chevron has become a symbol of heritage, culture and vision.

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Colour

The Buy Zimbabwe insignia colours are a distinctive array of black, yellow, red, green and gold and will establish the brand in the marketplace. These become our colours, our unique look, and our identity. Colours play a critical role in the branding process and these colours represent the characteristics of Buy Zimbabwe. Together with the medallion, they create a remarkable icon that fortifies the brand equity and builds awareness about the brand. Guidelines on use Proper application of the Buy Zimbabwe Insignia establishes a consistent look and protects brand integrity. The insignia must be incorporated into all publications. The signature and its parts must never be distorted, altered, redrawn or modified in any way. ? The signature should always be surrounded by enough white space that it stands sufficiently apart from other items on the page. ? If the organization name is listed, it should be spelled out as Buy Zimbabwe. When utilizing the insignia, it is required that a proof be provided to Buy Zimbabwe for approval prior to reproducing the insignia on any materials. For accurate standards and colour representation, refer to the current edition of the colour formula Guide. Colour Palette Proper application of the Buy Zimbabwe insignia establishes a consistent look for materials and protects brand integrity. While colour matching systems vary depending on the method used to reproduce printed image, colour reproduction should match these colours as closely as possible.

Clear space

Black

Red

Yellow

C - 0; M - 0; Y - 0; K - 100 R - 31; G - 26; B - 23

C - 0; M - 100; Y - 100; K - 0 R - 218; G - 37; B - 29

C - 0; M - 10; Y - 100; K - 0 R - 252; G - 219; B - 0

Green

Gold

C - 80; M - 0; Y - 100; K - 0 R - 0; G - 161; B - 58

C - 13; M - 11; Y - 80; K - 0 R - 208; G - 203; B - 82

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Guidelines

For maximum visual impact, and to protect brand integrity, a clear space surrounds the signature. No other image or text should appear in this area. The dotted line around the signature indicates the clear space. The clear space unit of measurement is determined by the size of the icon circles.

20mm

Minimum Size The signature should never be smaller than 20mm

Proportion To maintain the correct proportion when scaling artwork in any document, hold the Shift key and simultaneously pull one of the corners. Always maintain correct proportion.

Correct use The following examples illustrate unacceptable applications of the Buy Zimbabwe insignia. Do not outline

Do not change colour

Do not add any graphic elements

Do not skew or stretch

Do not rotate

Do not use any part of the insignia to create a new logo

Proudly Zimbabwean

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Guidelines

Backgrounds The Buy Zimbabwe insignia is best used on white backgrounds. To maintain the visibility of all the colours on the insignia if using on coloured backgrounds place on a white background that traces the outter shape of the insignia as in the examples given below.

the Background

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Guidelines

Written Communications Proper use of the Buy Zimbabwe name helps protect the organizations legal rights, as well as our brand identity.

Name in written form When using the Buy Zimbabwe Campaign name in the body copy of written communications, always write out the name with a capital B, Z, and keep all other letters lowercase.

Buy Zimbabwe is a competitiveness driver that seeks to promote the increased production and consumption of local goods and services.

Buy Zimb

Email Signature A consistent, organization-wide email signature further supports our brand identity by presenting a unified and consistent image. As represented in the example, email signatures are treated as a sign-off and allow for more graphic, stylized treatment of the Buy Zimbabwe name. Do not use graphic logos, icons, colors, scripted fonts, animation, backgrounds or phrases in your email signature.

Robert Garai Muganda Media and Communications Executive Buy Zimbabwe Campaign 46 Lawson Avenue Milton Park Harare cell: 0772 714 233 website: www.buyzimbabwe.org.zw

Buy Zimbabwe - Save A Job

Going Beyond Words

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Typography

Typography The Buy Zimbabwe Campaign brand expression features the Calibri and Arial font families as the official organization fonts. Typography is a core building block of a brand identity system, and these selections create a distinctive brand look. Both fonts were selected for their unique characteristics, legibility and range of weights and widths, as well as their ability to complement the organizations signature. Fonts The Calibri and Arial font families offer the flexibility to choose the appropriate font weight and size to support layout construction in marketing materials. The following fonts are recommended for use: Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklomnopqrstuvwxyz 1234567890 Calibri (Normal) Calibri (Normal-Itallic) Calibri (Normal - Bold) Calibri (Bold-Itallic) Arial ABCDEFGHIJKLOMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial (Normal) Arial (Normal-Itallic) Arial (Bold) Arial (Bold-Itallic) Arial Black Usage Utilizing these fonts properly in headers, subheaders and body copy is an important part of proper organization-wide typography. Examples of Use HEADLINE CALIBRI BOLD SUB - HEADLINE ARIAL NORMAL Body Copy Calibri Normal MNOPQRSTULOR AMET, CONUM VER AMCON EA FEUGUE TATE SIM ING EX ER AUT PRAESTI ONSENT INIBH ET VELIT AM IPSUMSA NDIPISI TE DEL IPIS
Ad dolore facilla feu facilit utatet nim in hendreet alit nit acilismolor summy non henit ad dolorperci ea fa ciliquisis nullan eummolorem dipit utat dolesse volo

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Co-Branding and Sponsorship

Co-Branding and Sponsorship

The Buy Zimbabwe insignia will from time to time be used in conjunction with the logos of its partners and various cooperating institutions. Co-branding and sponsorship
CO-BRANDING SPONSORSHIPS

identifier line together with presented by

Buy Zimbabwe often secures event sponsors or becomes involved in co-branding opportunities with partners that deliver a particular product or service. When co-branding relationships are balanced and both brands have similar marketplace equity, the partner logo or insignia share equal stature with Buy Zimbabwe and visually appears the same size. In general, the Buy Zimbabwe insignia always comes first and is separated from the partner logo based on guidelines below. Sponsorships are evaluated on aindividual basis and care should be taken to protect the signature and to follow all recommended guidelines. Guidelines on the proper usage of the co-sponsors should be provided and closely followed. When using several different sponsor logos, its best to use them on a white background for added consistency. Also keep adequate spacing between all logos.

Buy Zimbabwe - Save A Job

Going Beyond Words

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Templates

Templates Templates have been created to facilitate a cohesive brand across all touch points. However, advertising and collateral templates are provided as a starting point. These items can be customized depending on content or current promotion. When customizing, please observe the rules outlined in these guidelines. Stationery suite Business Cards Letter head T-Shirts Attire and Promotional goods Utilizing clothing and promotional items to further brand awareness among the Buy Zimbabwe stakeholders is important in building recognition and brand loyalty. Proper uses of the Buy Zimbabwe Insignia The selection of products for the usage of t-shirts, jackets, pens, books, etc, should all use this simple methodology. Any of The Chambers family of logos can appear on a white t-shirt, coffee mug, pen, etc. with the insignia in full-color. In the instance that any promotional products are chosen in color, they should be selected as close to Buy Zimbabwes color palette as possible.