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.
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 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.
2 | Liquid Telecom Brand Toolkit
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.
3 | Liquid Telecom Brand Toolkit
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]
4 | Liquid Telecom Brand Toolkit
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.
5 | Liquid Telecom Brand Toolkit
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’.
6 | Liquid Telecom Brand Toolkit
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
A3
A2
7 | Liquid Telecom Brand Toolkit
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.
8 | Liquid Telecom Brand Toolkit
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.
9 | Liquid Telecom Brand Toolkit
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
10 | Liquid Telecom Brand Toolkit
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.
11 | Liquid Telecom Brand Toolkit
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.
12 | Liquid Telecom Brand Toolkit
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.
13 | Liquid Telecom Brand Toolkit
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.
14 | Liquid Telecom Brand Toolkit
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.
15 | Liquid Telecom Brand Toolkit
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.
16 | Liquid Telecom Brand Toolkit
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.
17 | Liquid Telecom Brand Toolkit
Inner Pages
Front Cover
Applications
Advertising:
‘I am campaign’
18 | Liquid Telecom Brand Toolkit
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
<Date>
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
19 | Liquid Telecom Brand Toolkit
Compliment slip
Applications
PowerPoint
If you require the PowerPoint
templates contact Scott Williams
or Lisa Moore.
Front Covers
New Section Headers
Basic Section Headers
20 | Liquid Telecom Brand Toolkit