The Nelson Mandela Bay Municipality boasts an exciting corporate brand that represents the whole area, municipality and associated entities instead of the two brands of the past which caused a lot of confusion.
It makes business sense to promote one core brand that will save money and promote brand equity instead of promoting multiple brands that defeat its own objectives and it was therefore decided on Nelson Mandela Bay as the single corporate brand.
Apart from eradicating brand confusion it will also eliminate brand competition and wastage and develop a strong image in the mind of the audience.
With Nelson Mandela Bay being the common goal it will ensure
effective return on investment, align promotion positioning with potential savings on marketing and promotion budgets and generate value through brand synergy that in turn will have an effect on the Municipal area’s GDP.
In the
end we all promote Nelson Mandela Bay – be it for investment, tourism or governance issues.
Research had shown that the public was catching on to the Nelson Mandela Bay identity and occasionally aligns it with the municipality.
What we have done was to take as much of the equity (familiarity) from the NMB logo and evolve it to accommodate the values,
personality and attributes of the institution.
But, in doing that, the logo still retains its equity - the statue element, the sun and the bay, and the name.
The statue was made more dynamic, with the sun and the bay linking better with the statue, while the signature that was not legible from a distance, now has a new, modern font that makes it legible.
The names Port Elizabeth, Uitenhage and Despatch were kept since they
make up Nelson Mandela Bay and were accommodated in the NMB family.
The logo can now be applied in one
colour, which on its own is a major factor when it comes to savings on printing,
stationery and promotional material.
OUR CORPORATE COLOURS - WHAT IT REPRESENTS
The
colours are Earthy Red, Golden
Yellow and Aqua Blue.
Earthy Red represents the land/agriculture and rich cultural heritage of the area. It grabs attention and is emotionally intense, with the key associations
of: heat, fire, passion, love, warmth, power, excitement. Brown is the
colour of earth: solid, reliable and genuine.
Golden Yellow
symbolises the rising of the sun, the dawning of a rich and abundant future for Nelson Mandela Bay. It represents uplifting and celebration, with key associations
of: cheerful, optimistic, sunny and progressive visionary.
Aqua Blue represents the bay/water which surrounds the
area, and is also indicative of the positive, fresh and vibrant outlook of Nelson Mandela Bay.
Its key associations: Peaceful, tranquil, fresh, transparent, loyal, trustworthy.
COLOUR BREAKDOWN
|
|
CMYK
|
RGB
|
PANTONE
|
VINYL
|
|
Sky Blue
|
100 Cyan
50 Magenta
0 Yellow
0 Black
|
0 Red
92 Green
161 Blue
|
Pantone 2935C
|
3M Series
Sky Blue 30-834
|
|
Bright Yellow
|
3 Cyan
30 Magenta
100 Yellow
0 Black
|
225 Red
162 Green
0 Blue
|
Pantone 130C
|
Graphicast 30 30
|
|
Bright Red
|
10 Cyan
100 Magenta
100 Yellow
10 Black
|
178 Red
20 Green
23 Blue
|
Pantone 180C/1795C
|
Graphicast 339
|
|
Dark Sky Blue
|
100 Cyan
50 Magenta
0 Yellow
12 Black
|
0 Red
84 Green
145 Blue
|
Pantone 301C
|
Graphicast C103
|
Please note the
colour blocks in the table are for reference only.
VALUES,
ATTRIBUTES AND PERSONALITY
|
BRAND VALUES
|
BRAND ATTIRBUTES
|
BRAND PERSONALITY
|
|
Working together
|
Stable
|
Vibrant
|
|
Of and for the people
|
Trustworthy
|
Full of life
|
|
Transparent
|
Visionary
|
Down to earth
|
|
Committed
|
Service delivery
|
Friendly
|
|
Personal
|
Efficient
|
Outgoing
|
|
Accountable
|
Progressive
|
Approachable
|
|
Proactive
|
Capable
|
|
DOWNLOAD
Click here to download the CORE ELEMENTS - Application, Exclusion, Size, Examples, etc.
Click here to download Interior & Exterior SIGNAGE guidelines