Alexander Forbes

CORPORATE IDENTITY
Introduction
Corporate identity is the single most powerful visual

communication that a business has. It must be carefully
developed and accurately managed in order to achieve
maximum impact. It reflects company philosophy and
stature within its market. It is a single minded message
conveying the corporate character of Alexander Forbes
that stakeholders, publics and staff alike identify and
associate with.
With this in mind the ability to control all the manifestations

of identity is extremely important. This temporary standards
control document is the first communication transferring
such knowledge to its custodians; It will help to ensure
that the new corporate logo for Alexander Forbes is never
diluted but rather protected by all responsible for it.
This manual does not cover all aspects of identity application

and is for production purposes only. A comprehensive
corporate identity manual will be issued and distributed in
due course.
Alexander Forbes
All type specifications in this manual applies to documents

created in Freehand only. Sizing and proportions do
change if created in other PC or Mac programmes.
INTRODUCTION
Contents
IDENTIFICATION ELEMENTS
1.1
Logo
1.2
Logo: With Descriptor
1.3
Logo: Full Colour
The following corporate identity guidlines are

supplimented with the following enclosures:
1.4
Logo: One Colour
1.5
Logo: Application on a Background
Full colour samples
1.6
Logo: Incorrect Application
Black and white proofs
STATIONERY ELEMENTS
A PC disk (comprising logos and basic stationery)
2.1
Letterhead: Portrait
Signage material specifications
2.2
Letterhead: Portrait Pre-printing
Signage engineering drawing
2.3
Letterhead: Landscape
2.4
Letterhead: Landscape Pre-printing
2.5
Continuation Sheet: Portrait
2.6
Continuation Sheet: Landscape
2.7
Compliment Slip: Portrait Type 1
2.8
Compliment Slip: Portrait Type 2
2.9
Compliment Slip: Landscape
2.10
Business Card
2.11
Envelopes
SIGNAGE
3.1
Introduction
REPRODUCTION STANDARDS
4.1
Paper Samples
4.2
Pantone Swatches
1.1
The Alexander Forbes Masterbrand or Corporate

Logo comprises two elements, the logo symbol
and logo type.
Logo
The Logo Symbol is a powerful image evoking

the culture of personal service - the hand, and
the strength of global resourcing - the sun.
It has a particular relationship with the Alexander
Forbes name.
5X
5X
The Logo Type has been carefully chosen for

its modern and yet refined, highly legible style,
which has been further enhanced by the use
of upper and lower case letters. The typeface
is Cosmos Light and has also been chosen to
compliment and balance perfectly with the logo
symbol.
The corporate logo is presented through the use
of colour as well as shape and form.
The two corporate colours are Taupe and Maroon.
It is a fresh and appealing blend of colours chosen
for their strong combination - modern classic.
The Colours have been selected according to
international standards as shown below and are
easily implemented.
1/
2X
Alexander Forbes
Logo Symbol: 100% Taupe see 1.3 for

specifications.
Logo Type: 100% Maroon see 1.3 for
specifications.
This logo format is the only stationery format to
be used. Other logo formats will become available
in due course.
1.2
The relationship between the elements of the

Masterbrand and Primary Descriptor in terms
of size, position and proportion are strictly
defined. These controls are demonstrated
below and may not be altered.
Logo: With Descriptor
The Primary Descriptor and the rule do not

always appear and are not part of the
Masterbrand. It must however be set according
to these standards:
Typeface: Cosmos Light uppercase
5X
Colour: Maroon
Kerning of letters: 13% em
Horizontal Scaling: 100%
Alignment: Centre to the Masterbrand logo
type Alexander Forbes
Rule Width: 0.1mm (when applied to
stationery). Must be justified with the
Masterbrand logo type Alexander Forbes
5X
Rule Colour: Taupe

1/
2X
Please note: Other descriptions such as Risk

Services, Reinsurance and Technology must
be treated in the same manner as this example.
Alexander Forbes
2/
3X
2/
3X
1/
2X
FI NANCIAL SERVICES
1.3
The two corporate colours are Taupe and

Maroon. It is a fresh and appealing blend of
colours chosen for their strong combination
- modern classic. The colours have been
selected according to international standards
as shown below and are easily implemented.
Logo: Full Colour
The Logo Symbol is 100% Taupe matching

Pantone System code 4525U and 4525C.
CMYK process colour breakdown is
20% cyan, 20% magenta, 50% yellow.
The Logo Type is 100% Maroon matching

Pantone System code 505U and 505C.
CMYK process colour breakdown is
100% magenta, 70% yellow, 70% black.
NB: Use uncoated pantones on uncoated

paperstock, and coated pantone equivalents
on coated paperstock.
Alexander Forbes
Process Colour (CMYK)
20% cyan
20% magenta
50% yellow
100% magenta
70% yellow
70% black
Pantone Uncoated
4525 U
505 U
Pantone Coated
4525 C
505 C
1.4
Logo: One Colour
The two corporate colours must be used in

all full colour applications. There will be
occasions when one colour only is permitted.
On a white print surface such as this example
the single print colour must be black. The
breakdown is shown below:
1 The Logo Symbol is 60% screen of the black

2 The Logo Type is 100% black.
Please note: Do not attempt to use either
of the corporate colours as a single colour
option.
Alexander Forbes
1.5
Colour treatments with acceptable

backgrounds are shown as follows:
Logo: Application on a Background

1
Solid Maroon background: logo symbol in

100% Taupe and logo type reversed out in
white.
20% screen of the Taupe background: logo

symbol in 100% taupe and logo type in
100% maroon.
Black background: logo symbol in 20%

screen of the black and logo type reversed
out in white.
All other backgrounds: the corporate logo

must appear in full colour on a white block
Scale as per No.4
Take X as the height of the A of the
Master logo
X
X
Alexander Forbes
Alexander Forbes
Alexander Forbes
Alexander Forbes
X
1.6
The corporate logo has adequate flexibility

for use on all types of applications. However,
there are particular and specific parameters
and adaptations such as those shown (left)
are not permitted.
Logo: Incorrect Applications
Do not place the logo type on 2 lines
Do not invert the logo symbol.
Do not alter the logo symbol.
Do not alter the logo type style.
Never present the logo symbol in 2 colours.
Do not change the positional relationship

between the logo symbol and logo type.
Do not change the size relationship between

the logo symbol and logo type.
Never change the proportions of the logo

vertically or horizontally or alter the
appearance in any way.
Alexander
Forbes
3
Alexander Forbes
Alexander Forbes
Alexander Forbes
5
Alexander
Forbes
Alexander Forbes
7
Alexander Forbes
Alexander Forbes
2.1
Shown here is an example of a typical

completed letterhead.
Letterheads: Portrait
Corporate Identity: Pantone 4525U and

505U with the base panel in a 20% screen
of Pantone 4525U, positioned bottom right.
Body Copy: All body copy in black.
The letter shown has been typeset in
Garamond, 12pt.
Alexander Forbes
Font: Use Cosmos Light upper and lowercase

for the address, directors details and
registration details.
Use Cosmos Medium upper and lowercase
for the secondary descriptor and the word
Directors.
RI SK SERVICES
Attention : Mr R J Volch
Chief Executive Officer
The BestWorld Group
P O Box W23453
Zurich S235 T142
Switzerland
Tuesday 08 February 1999
Dear Mr Volch
Re : Our discussion 02 February 1999 - The Financial Future of Africa
Paperstock: Environment Wove Ultra Bright

White 90gsm.
Following on from our telephone conversation of last week, I have taken the liberty of extracting
some comments from a discussion group that was recently held on this subject. It reads as
follows ;
The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacity
to emerge and succeed as a thriving, caring world-class new economy ; secondly, that before
the onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindset
and game plan to achieve this success; thirdly, that you and hundreds of like-minded people
throughout Africa, whom we have identified and continue to identify together have a major role
to play in the process - (continued in the attached documentation)
The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that would
give substance to the vision of the African Renaissance. I trust that the underlying message
contained in this documentation will begin to answer your investment questions and concerns
- the balance of which we can debate during your forthcoming visit to South Africa.
Yours sincerely
D. Wood
Joint Managing Director
/encl.
Direct Line: +27 11 269 0000
E-mail: [email protected]
Global Risk Services
Previously Nelson Hurst Corporate Risk Services
1 Seething Lane London EC3N 4NH
Tel: 0171 488 1388 Fax: 0171 480 5111
Website: www.alexanderforbes.co.za
Alexander Forbes (PTY) Ltd Reg No 990284/07
Directors Theo Bohlmann Seamus Casserly Quintin Heaney Leon Lewis Max Maisela Louisa Mojela Geoff Todd David Woodward Theo Bohlan Seamus Casserly Quintin Heaney Leon Lewis Max
Maisela Louisa Mojela Geoff Todd David Woodward Theo Bohlmann Seamus Casserly Quintin Heaney Leon Lewis Max Maisela Louisa Mojela Geoff Todd
These details are

laser generated
and do vary from
office to office.
2.2
Alexander Forbes letterheads have been carefully

designed for Template driven production.
The pre-printed elements as shown here are
logo symbol, logo type, a sample Primary
Descriptor and Taupe panel. These elements are
a common feature throughout all types of
letterheads. All setting requirements are specified
on the following pages, but are to be typeset
and produced locally.
Letterheads: Portrait Pre-Printing
14mm
1
45mm
8.6mm
Alexander Forbes
RI SK SERVICES
29mm
The Corporate logo (from the base)

45mm from the top of the page.
83.5mm from the right hand side of the
page.
The Primary Descriptor and Rule

This element is one example of several
descriptors that will be supplied pre-printed
Size: 9.5 pt
Colour: Maroon
Rule Width: 0.1mm (when applied to stationery)
Must be justified with the Masterbrand
logo type Alexander Forbes
The Base panel

Bleeds off the right hand side of the page
20mm from the base of the page
95mm wide x 33mm high
20% screen of Pantone 4525U
83.5mm
33mm
3
95mm
20mm
2.3
Shown here is an example of a typical

completed letterhead.
Letterhead: Landscape
Corporate Identity: Pantone 4525U and

505U with the base panel in a 20% screen
of Pantone 4525U, positioned bottom right.
Body Copy: All body copy in black.
The letter shown has been typeset in
Garamond, 12pt.
Attention : Mr R J Volch
Chief Executive Officer
The BestWorld Group
P O Box W23453
Zurich S235 T142
Switzerland
Alexander Forbes
RI SK SERVICES
Tuesday 08 February 1999

Dear Mr Volch
Font: Use Cosmos Light upper and lowercase

for the address, directors details and
registration details.
Use Cosmos Medium upper and lowercase
for the secondary descriptor and the word
Directors.
White 90gsm.
Re : Our discussion 02 February 1999 - The Financial Future of Africa

The basic premises of the African Renaissance campaign are : firstly, that Africa has the capacity to emerge and succeed as a thriving, caring
world-class new economy ; secondly, that before the onset of the 21st Century Africa can and will - in fact, it MUST - generate the correct mindset
and game plan to achieve this success; thirdly, that you and hundreds of like-minded people throughout Africa, whom we have identified and
continue to identify together have a major role to play in the process - (continued in the attached documentation)
The purpose of the think-tank with Dr De Bono was to initiate strategic thinking that would give substance to the vision of the African Renaissance.
I trust that the underlying message contained in this documentation will begin to answer your investment questions and concerns - the balance
of which we can debate during your forthcoming visit to South Africa.
Yours sincerely
D. Wood
Joint Managing Director
/encl.
Direct Line: +27 11 269 0000 E-mail: [email protected]
Previously Nelson Hurst Corporate Risk Services
Tel: 0171 488 1388 Fax: 0171 480 5111
Alexander Forbes (PTY) Ltd Reg No 990284/07
Directors Theo Bohlmann Seamus Casserly Quintin Heaney Leon Lewis Max Maisela Louisa Mojela Geoff Todd David Woodward Theo Bohlan Seamus Casserly Quintin Heaney Leon Lewis Max Maisela Louisa Mojela Geoff Todd David Woodward Theo Bohlmann Seamus Casserly Quintin
Heaney Leon Lewis Max Maisela Louisa Mojela Geoff Todd
These details are

laser generated
and do vary from
office to office.
2.4
Alexander Forbes letterheads have been carefully

designed for Template driven production. The
base elements as shown here are logo symbol,
logo type and Taupe panel. This base is a
common feature throughout all types of
letterheads. All setting requirements are specified
on the following pages, but are to be typeset
and produced locally.
Letterhead: Landscape Pre-Printing
1 The Corporate logo (from the base)

42.5mm from the top of the page.
83.5mm from the right hand side of the
page.
12mm
42.5mm
8.6mm
Alexander Forbes
RI SK SERVICES
29mm
83.5mm
33mm
3
95mm
20mm
2 The Primary Descriptor and Rule

descriptors that will be supplied pre-printed
Size: 9.5 pt
Colour: Maroon
Rule Colour: Taupe
3 The Base panel

2.5
Shown here is an example of the continuation

sheet portrait format
Continuation Sheet: Portrait
Corporate Identity: Logo symbol in 100%

Pantone 4525U.
7mm
24mm
7mm
24mm
Alignment: Top Right hand corner 24mm

from top of page, 24mm from right of page.
White 90gsm.
2.6
Shown here is an example of the continuation

sheet landscape format
Continuation Sheet: Landscape
Corporate Identity: Logo symbol in 100%

Pantone 4525U
Alignment: Top Right hand corner 24mm
from top of page, 24mm from right of page.
White 90gsm.
7mm
24mm
7mm
24mm
2.7
TYPE 1
The portrait compliment slip must be pre-printed.
Printing is in 3 colours with black body copy.
Compliment Slips : Portrait
Format: Portrait
Size: 210mm x 99mm
10mm

White 90gsm
1
22mm
32mm
Alexander Forbes
FI NANCIAL SERVICES
Alexander Forbes
9mm
FI NANCIAL SERVICES
22mm

in the Corporate colours

descriptors that will be supplied pre-printed.
Size: 10pt
Colour: Maroon
Rule Colour: Taupe
The Base panel

5
With Compliments
65mm
With Compliments
3
Forbes House 23 Fredman Drive Sandton 2144
P O Box 787240 Sandton 2146 South Africa
Tel: +27 11 269 0000 Fax: +27 11 269 1111
33mm
90mm
26mm
Tel: +27 11 269 0000 Fax: +27 11 269 1111

2.7 Compliment Slips: Portrait

(continued)
The Address Details

Typeface: Cosmos Light upper and lowercase
Size: 7pt
Leading: 6
Colour: Black
Alignment: Ranged left, 22mm from left of page.
Centre in Taupe block.
With Compliments specifications

Font: Cosmos Medium upper and lowercase
Size: 9pt
Colour: 100% Pantone 505U
Alignment: 22mm from left of compliment
slip, 65mm from base.
Secondary Descriptor and Rule (optional)

When pre-printed, there could be a Secondary
descriptor. (Not shown)
Typeface: Cosmos Medium upper and lower case
Size: 10.5pt
Colour: Black
Rule Width: 0.1mm
2.8
TYPE 2
This compliment slip as shown is for general use.
Please note the position of With Compliments.
Compliment Slips : Portrait
Format: Portrait
Size: 210mm x 99mm
White 90gsm
10mm
1
22mm
30mm
Alexander Forbes
FI NANCIAL SERVICES
22mm
With Compliments
25mm


Size: 10pt
Colour: Maroon
Rule Colour: Taupe

Size: 9pt
slip, 25mm from base.
Alexander Forbes
9mm
FI NANCIAL SERVICES
3
With Compliments
The landscape compliment slip can be template

driven or pre-printed. Printing is in 3 colours with
black body copy.
2.9 Compliment Slips: Landscape
Format: Landscape
Size: 99mm x 210mm
7mm

White 90gsm
26mm
32mm
9mm
Alexander Forbes


Size: 10pt
Colour: Maroon
Rule Colour: Taupe
The Base panel

FI NANCIAL SERVICES
83.5mm
20mm
Insurance Brokers
With Compliments
33mm

Tel: +27 11 269 0000 Fax: +27 11 269 1111
31mm
5mm
95mm
Alexander Forbes
FI NANCIAL SERVICES
3
Insurance Brokers
With Compliments

Tel: +27 11 269 0000 Fax: +27 11 269 1111
The Address Details

2.9 Compliment Slips: Landscape
Size: 7pt
Leading: 6
Colour: Black
Alignment: Ranged left under Secondary
Descriptor

Size: 9pt
slip, 31mm from base
Secondary Descriptor and Rule (optional)

When pre-printed or template driven, there
could be a Secondary descriptor.
Size: 10.5pt
Colour: Black
Rule Width: 0.1mm
Size: 55mm x 90mm

White 216gsm
Colours: Pantone 4525U, 505U and 100% black
2.10 Business Card

1
Masterbrand: as per measurements shown left
Primary Descriptor (optional)

Size: 6pt
Colour: Maroon
Rule Colour: Taupe
Base panel
Colour: 20% screen of Pantone 4525U
Name
Size: 9pt
Colour: Black
Alignment: Ranged left, 7mm from left side of card
Qualifications (optional)
Size: 6pt
Colour: Black
4mm
4mm
19mm
Alexander Forbes
5.5mm
RI SK SERVICES
39mm
14.5mm
3mm
3mm
87mm
4
5
6
7
8
9
Leowin Janse van Rensburg
B.Com CA(SA)
Manager
Tel: +27 11 269 0151 (direct)

Fax: +27 11 269 1111 (direct)
Mobile: 082 303 3672
e-mail:[email protected]
Alexander Forbes
RI SK SERVICES
10
Global Risk Services

A Division of
Tel: 0171 488 1388 Fax: 0171 480 5111
2.10 Business Card (continued)
Company Position
Size: 6pt
Colour: Black
Secondary Descriptor (optional)

Size: 8pt
Colour: Black
Direct Telephone, fax and e-mail details

Typeface: Cosmos Medium upper and lowercase
Size: 7pt
Direct: 5pt
Colour: Black
Leading: 3
Address details, Switchboard telephone and fax numbers

The Postal address must always appear before the
physical address (where available)
Size: 5.5pt
Colour: Black
Address details could be three lines, as some offices need
to put in the legal company name. The legal company
name is placed below the Secondary Descriptor, in Cosmos
Light Italics upper and lowercase, all other specifications
as above.
Please note:
This shows front of business card only, the reverse
may be used for local languages.
Measurements and layout to be followed as close
as the relavent alphabet/type will allow.
10
Regulatory logos (where applicable)

Colour: black
Alignment: Ranged right, on base panel
All envelopes have a full colour Alexander Forbes logo

on the front only with company and address details in
black on the reverse flap only.
2.11 Envelopes
DL and smaller
C4 and larger
Address details on the reverse flap (not shown)

Size: 8pt
Colour: Black
25mm
Alexander Forbes
10mm
Alignment: Centred
35mm
Alexander Forbes
20mm
3.1 Signage: Introduction
The signage design has introduced a special logo symbol and logo
type relationship to enhance the visibility of the lettering when on
a large scale. It is only ever the Master logo and may only be used
in these special circumstances. Please refer to technical drawings
and specifications following.
Two types of signs have been developed: Primary external
identification signage and primary internal identification signage,
with a banner format as an alternative shape when required. Not
shown here but as on technical drawings.
The typical sign shown is 2 metres long with height in proportion
for external signs and 1.2 metres long for internal signs. The letters
are fabricated in aluminium and are covered in 3M vinyl. The symbol
is fabricated in the same manner, 3M vinyl covered.
These elements are applied to a perspex panel for external signage
aluminium for internal signs. Vinyl is NOT translucent.
External signage is back illuminated using neon tubing. The light
is pushed through clear areas in the perspex and creates a halo
effect around the letters and symbol. The perspex panel is attached
to a base panel.
It is also acceptable to apply the vinyl lettering and symbol directly
onto the oval aluminium plate. Finally, an office with no walls at all
may have cut- out crystal or full colour decals of the corporate
signature applied directly to a glass door in the same style.
Signage can be manufactured to incorporate a curved wall.
Please follow the specifications and engineering drawing supplied
for standard signs.
Please note a full signage manual will be produced shortly. It will
encompass primary signage variations and secondary signage.
4.1 Paper Stock
Letterheads
Environment Wove Ultra Bright White 90gsm
Compliment Slips
Business Cards
4.2 Reproduction Standards
Attached are Alexander Forbes identity

colour swatches. Please note that these
must be used for all Reproduction
requirements. This Master identity may
not be altered.
There are 2 types of folder designs. Specifications are as

below, and may not be altered.
Folders
Size: All folders are designed to house standard A4

contents. The folder may be increased in size according
to its needs by a maximum of 20mm to the width and
depth. This is achieved by adding on bleed.
1
Alexander Forbes
Colours: All report covers are printed in the two

corporate pantone colours. Refer to page 1.3 in the
CI Manual for colour specifications.
Paperstock
Magno Matt 350gsm
Folder variations
Folder with spine
Folder with gusset
Folder with gusset and flap
Note: the gusset may vary according to the
amount of documents the folder may contain.
Gusset width may be between 2 and 10mm.
2
Alexander Forbes
Folder flap: To house smaller documents. May have

die-cuts to hold a business card, positioned bottom
right. The shape must be a quarter circle, as shown
below.
Folder flap shape
Die-cuts to hold
business cards
These controls apply to the menu, invitation and thank

you card. The main card which houses the information
insert, is to be pre-printed in advance. The insert will be
typeset and either laser generated or printed, then centred
between the two die-cuts, on the inside back cover of the
card.
Generic Invitation, Menu and Thank you card
1 MAIN CARD
Size (open): (UK) width 200mm
(USA) width 186mm
45mm
Colours: All invitations are printed in 3 colours, taupe,

maroon and black. The type such as invitation is in
black. Refer to page 1.3 in the CI Manual for colour
specifications.
Fold
height 210mm
height 215mm
Paperstock
Magno Matt 350gsm
10mm
You are cordially invited to
the launch of Alexander Forbes
new corporate identity and
Alexander Forbes
5th year anniversary on the

19th of April at 18.00 pm
at the
New World Hotel Ballroom,
Gauteng.
RSVP
Joan Giles
Date
by 1st April 1999
Telephone
(011) 433 8410
Invitation
Finish: Fold invitation in half.

(UK) Height 210mm width 100mm
(USA) Height 215mm width 93mm
Die-cuts: Used to hold the insert, there are 2 half
oval shaped die-cuts 10mm from top of card and
10mm from base of card. 45mm in width.
2 INFORMATION INSERT
Size: (UK) width 90mm
(USA) width 83mm
height 186mm
height 190mm
Colours: Black type and rules

Paperstock: Environment wove ultra bright white 90gsm
Fonts: Cosmos Light upper and lowercase. 8pt type.
Leading 10. Kerning 3% em.
There are 3 types of report cover designs

1, 2, 3a.
Only option 3a may have the die-cut
window option (3b), or can stand alone.
Specifications are as below, and may not be
altered.
Report Covers
2
Alexander Forbes
Alexander Forbes
Size: All report covers are A4 and designed

to cover standard A4 contents USA (215 x
279mm) and UK (210 x297mm).
Colours: All report covers are printed in
the two corporate colours, except for
option 3a which if template driven, will
have black type over Taupe panel. Refer to
page 1.3 in the CI Manual for colour
specifications.
3a
Font: Use Cosmos Light upper and

lowercase. 24pt main heading, 13pt text.
Centre the type in Taupe panel as indicated
in 3a.
3b
Alexander Forbes
Insurance Report
Minutes held on the 20th January 1999
Alexander Forbes
Paperstock
Report covers (1, 2, 3a):
Can use either
Environment Wove Ultra Bright
White 118gsm or
Magno Matt 250gsm
this
copy is
template
driven
Die-cut window (3b):

Magno Matt 350gsm
Die-cut window
Report Covers continued
Binding: Several binding methods are

available, and selection is discretionary.
Please however note that binding must
always be on the left-hand side , and that
staple binding should be for reports of less
than 12 pages.
Binding may only be in black, white, maroon
or silver.
Report back cover: There is one report
back cover design which is common to all
3 front report cover designs. The report
back cover must always be in the matching
paperstock weight to the front cover design,
and to the same final size.
Report back cover
If an address is required, these are the type

specifications
Country: Cosmos medium upper and
lowercase. 8pt, leading 4. Ranged left.
Address details: Cosmos light upper and
lowercase. 8pt, leading 4. Ranged left.

Alexander Forbes

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CORPORATE IDENTITY

Corporate identity is the single most powerful visual

With this in mind the ability to control all the manifestations

This manual does not cover all aspects of identity application

All type specifications in this manual applies to documents

Logo: With Descriptor

Logo: Full Colour

The following corporate identity guidlines are

Logo: One Colour

Logo: Application on a Background

Full colour samples

Logo: Incorrect Application

Black and white proofs

A PC disk (comprising logos and basic stationery)

Signage material specifications

Letterhead: Portrait Pre-printing

Signage engineering drawing

Letterhead: Landscape Pre-printing

Continuation Sheet: Portrait

Continuation Sheet: Landscape

Compliment Slip: Portrait Type 1

Compliment Slip: Portrait Type 2

Compliment Slip: Landscape

The Alexander Forbes Masterbrand or Corporate

The Logo Symbol is a powerful image evoking

The Logo Type has been carefully chosen for

Logo Symbol: 100% Taupe see 1.3 for

The relationship between the elements of the

Logo: With Descriptor

The Primary Descriptor and the rule do not

Rule Colour: Taupe

Please note: Other descriptions such as Risk

The two corporate colours are Taupe and

Logo: Full Colour

The Logo Symbol is 100% Taupe matching

The Logo Type is 100% Maroon matching

NB: Use uncoated pantones on uncoated

Logo: One Colour

The two corporate colours must be used in

1 The Logo Symbol is 60% screen of the black

Colour treatments with acceptable

Logo: Application on a Background

Solid Maroon background: logo symbol in

20% screen of the Taupe background: logo

Black background: logo symbol in 20%

All other backgrounds: the corporate logo

The corporate logo has adequate flexibility

Logo: Incorrect Applications

Do not place the logo type on 2 lines

Do not invert the logo symbol.

Do not alter the logo symbol.

Do not alter the logo type style.

Never present the logo symbol in 2 colours.

Do not change the positional relationship

Do not change the size relationship between

Never change the proportions of the logo

Shown here is an example of a typical

Corporate Identity: Pantone 4525U and

Font: Use Cosmos Light upper and lowercase