PMA Brand Guidelines Xs

BUILDING AN AFRICAN EXPERIENCE FOR
PROSPER MAMA AFRICA

BRAND IDENTITY MANUAL
MAR 2021
©2021 Prosper Mama Africa. All rights reserved. The Prosper Mama Africa logo, and all other marks contained herein are copyright of Prosper Mama Africa.
why Guidelines?
What people think and feel about Our brand identity manual is one of This brand identity is developed
us is determined not only by the the tools we can use to spread our and visualized to meet the future
products and services we provide but influence and share our vision. challenges for PMA and to connect
by the way we communicate. naturally with its audience, clients,
The identity comprises of a simple kit, partners and stakeholders.
with parts which when used together,
we communicate carefully and with the correct
relationships; will form the distinctive
Building on our vision, mission and
goals this brand identity provides
in what we do visual expression of the Prosper an intentional, robust and flexible
and what we say. Mama Africa (PMA) brand. communications and graphics
platform that is simple, seamless and
Our brand needs to be readily consistent.
identifiable by partners, stakeholders
and our target audience. Consistent
and professional application of our
identity through branding will ensure
that a positive image of our activities
is always maintained.
Brand Identity
The PMA brand and guides are The PMA brand is a valuable
being defined to deliver an image asset, requiring proper care and
that conveys our mission to organize management.
farming communities in sub-Saharan
Africa to increase food production Consistency and accuracy in the
through the use of machinery and way the brand is expressed and
improved farming techniques in order reproduced will build brand strength
to work themselves out of poverty. and increase brand awareness.
The development of our brand
to have a life
identity was influenced by the need
for an improved, well defined and
unified visibility that will express
qualities and characteristics unique to
worth living
PMA.
©2021 Prosper Mama Africa. All rights reserved. The Prosper Mama
©2021
AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
reserved.
herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
all other marks contained herein are copyright of Prosper Mama Africa.
TABLE OF CONTENTS
1. Introduction 04 Brand Typography 09 Office Applications 16 Co-branding
1.1 Who we are 4.1 Type Setting Guides/ Size/ 9.1 Signage 16.1 Sponsorship & 3rd party logos
1.2 Our Mission 4.2 Headline leading/ Body copy 9.2 Space Branding
1.3 Our values leading 17 Response advertising
1.4 Our Vision 4.3 Type colour 10 Vehicle Branding
1.5 Our brand promise 18 Branded Materials
1.6 Our Brand Voice 05 Brand Photography 11 Business Forms 18.1 T-Shirts
1.7 Visual Identity 06 Patterns and Illustrations 11.1 Stationary 18.2 Shirts/ Blouses
07 Visual Styles 11.2 Business Cards 18.3 Neck Ties/ Scarves
02 Our Logo 08 Communications Materials 11.3 Identity Cards 18.4 Sweaters/ Jackets/ Hoodies
2.1 Logo Elements 8.1 Branding Zones Overview 11.4 Press Folders 18.5 Hats/ Caps
2.2 Logo Use 8.2 Print Templates 11.5 Envelopes 18.6 Badges
2.3 Clear Colors 8.3 Photo Posters 11.6 Financial Documents 18.7 Pens/ Key Holders
2.4 Clear Spacing 8.4 Bill Boards 11.7 Administrative Documents 18.8 Mouse pads/ Flash Disks
2.5 Logo Size Requirements 8.5 News Paper Adverts 18.9 Umbrellas
2.6 Embroidery Requirements 8.6 Magazine Adverts 12 Stamps 18.10 Calendars
8.7 Newsletters 13 PowerPoint Template
03 Our Colour Palette 8.8 Pull Up Banners 14 Email Signatures 19 Appendix
8.9 Tear Drop Banners 15 Website and Online Guidelines 20 Contact
8.10 Back Drop Banners
8.11 Flags
8.12 Buntings
8.13 POS
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marks
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Africa logo,
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Africa.
01. Introduction
The Prosper Mama Africa Brand Follow these guidelines to help ensure Print, online & on-air graphics
Identity Guidelines introduce the visual clarity and consistency when materials should be submitted for
basic rules for using our visual using any of the PMA brand assets. review to the PMA Communications
elements and assets. department before they are used.
We have developed these guidelines As a human centered organization,
to help in the use of the PMA we are devoted to be an innovative & For any questions regarding the PMA
Brand, when creating and producing transformation driven organisation. logo or these guidelines, contact
materials for communications,
initiatives, programming, spaces and Using the advancement of
events. Technology, Community and Market PMA Brand & Communications
focus to be a partner to the African brand@prospermamaafrica.org
This guide will help to familiarize you Small Holder farmer.
with the PMA core brand elements Additionally, please visit
and assist you in designing and Our visual identity system: logo, http://www.prospermamafrica.org/press
producing dynamic and powerful typography, colour palette, to find Usage and Rights Restrictions
communications with a degree of graphic motif, and imagery as well as Graphic Representation of
flexibility. represents confidence, optimism our Logos, Images, and more.
and the transformative powers
of communication, education and
storytelling.
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all other
Africa.
marks
All rights
contained
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herein
The
areProsper
copyright
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Africa logo,
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Africa.
01.1. Who We Are
Prosper Mama Africa PMA was Our team of professionals with With PMA’s support, rural
established in 2017 as a profit diverse expertise in agricultural communities own and manage their
organization with offices both in engineering, international own projects, with secured buy-in
New York and Kampala. While at development, and non-profit from local customary and religious
the Harvard Kennedy School for management is working to address officials and a cadre of community
a Master in Public Administration, one of the root causes of poverty in leaders. PMA helps train rural farmers
Prosper Mama Africa founder and Africa. on modern farming techniques
CEO, David Lukwago, invited several and farm management, provides
of his classmates to join him in With a majority of the workforce high-quality agricultural inputs that
developing a new model for ending in agriculture, one pathway to increase yield, give access to modern
extreme poverty in his home country sustainable social and economic agricultural equipment that increases
of Uganda. development in African is through productivity, and trains farmers in
sustained production and increased financial and business management.
productivity of rural farming
communities. Prosper Mama Africa
(PMA) helps facilitate this process.
01.2. Our Mission
To create impactful Our mission is to organize farming
communities in sub-Saharan Africa to
and sustainable increase food production through the
solutions to end use of machinery and improved farming
techniques in order to work themselves
poverty, hunger out of poverty.
and environmental
degradation in
Africa.
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Africa logo,
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Africa.
01.3. Our Values
to empower a generation of African
small holder farmers to take charge
of their own social and economic
prosperity.
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Specific objectives
1. To organize a timely 3. To establish local 5. To organize
supply of highquality storage facilities at community crop
farm inputs at community level. production units.
affordable prices to 4. To link small Each 18HH to
smallholder farmers. holder farmers to consolidate land for
2. To create access access affordable mass production.
to tractor services agricultural micro 6. To negotiate
at low rates for Agro-loans for markets contracts
smallholder farmers. working capital. with local and
international grain
off takes on behalf of
smallholder farmers
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01.4. Our Vision
to have a life
worth living.
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01.5. Our Brand Promise
PMA empowers African rural communities to lead
their own development out of poverty.
The PMA strategic objectives are designed to
address the biting problems and gaps that exist in
the community.
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01.6. Our Brand Voice
Our Brand voice is that of a We have a sense of humour
trusted and friendly member of and a perspective of the
our community. We are helpful, world and our place in it. We
honest and informative. are supportive, we do not
lecture or talk at our audience,
Our brand voice represents but rather we celebrate our
knowledge, certainty and is partners and educate to foster
born of a connection with the growth and development of
our neighbors and a deep farming communities.
understanding of their lives,
needs and the role we play in
them.
we are supportive,
genuine & informative
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marks
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Africa logo,
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01.7. Visual Identity
Our visual identity is not just a logo. We use visual elements in a very
purposeful way, free of clutter and
It is all the visual elements we use to complexity.
express our personality and position
the brand. This thoughtful, reductive approach
helps keep our communications
The PMA visual identity strengthens focused on our messages and
and clarifies our brand. targeted to our audiences.
Our identity is guided by our core

pillars: Technology, Community and
Market focus.
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02. Logo
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Mama
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Africa.
marks
All rights
contained
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herein
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areProsper
copyright
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Africa logo,
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Africa.
The Basket: The Argriculture: The Community:
This represents Africa, our mother our audience, location This is represents vegetation representing Agriculture (A) The Concept of community (C) away from color, creed,
and partner. This basket is also reference to Africa being that is PMA’s pathway towards a life worth living. age, sex and other human nuances represented with the
the bread and resource basket of the world and the land connection of the people and color differences.
as a source of wealth, livelihood and security for the Celebrating and orking together towards “prosperity”
Africans.
The Prosperity: The Icon: The Wordmark
The concept of wealth, security (S) and stability reinforced This consists of 2 specially created & spaced letters that
with the house or windows to look out from. form:
The Name
The name of our organisation Prosper Mama Africa is
displayed with letters that are aligned and given a Kerning
that conveys our message, who we are, and therefore
must never be altered or modified.
The Tagline or Slogan:

The Slogan consist of specially created and spaced letter
on a rectangular background forms which must also not
be altered or modified. spelling out “A life worth living”.
02.1. Logo Elements
1 1. The Icon
B).Basket
P). Prosperity
A). Agriculture
C). Community
S). Security
The PMA logo consists of 2
Components:
The established size and positioning

relationships between these
components that define this logo
must never be altered.
2 2. The Word Mark

N). Name
T). Tagline / Slogan
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marks
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(C,S & A) The
Prosperity:
1. (B, C,S & A) The C

Icon
1 S
A
(B) The Basket:
B
N (N) The Name
2. (N & T) The 2
Word Mark:
T
(T) The Tagline or
Slogan:
* Be sure to use the approved artwork

file rather than attempting to recreate
the logo.
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logo, and
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Africa.
marks
All rights
contained
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herein
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areProsper
copyright
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Africa logo,
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Africa.
02.2. Logo Use
Our Logo is therefore a combination
of The ICON and The WORD MARK
and must always be used on all PMA
communications.
The SLOGAN is part of The LOGO

and shall be used on all appropriate
PMA communications. e.g. where the
slogan is not referenced in supporting
materials.
Therefore, the logo can either be

used with or without the slogan and
depending on the growth and ability
to meet and achieve targets can be
changed as the organisation pivots or
evolves.
02.3. Logo Colours
Application the PMA logo with or 1. FULL COLOUR This is the
without the slogan can only be preferred logo for use, make sure
expressed in three ways: to use the defined colours on all
materials.
2. BLACK/ GREY SCALE Please use

this colour option only in Black
and White materials.
3. NEGATIVE COLOURS Please use

this colour option only on dark
backgrounds.
02.4. Clear Spacing
The PMA logo must clearly stand out
wherever it appears.
One way to ensure this is by

maintaining clear space around the
logo.
*Clear space is an area that is kept

free of any other text, graphic
elements or other visual distractions.
Please ensure that a MINIMUM

CLEAR SPACE OF ‘2X’ is maintained
around the logo, where ‘X’ is the
height and Width of the left circle in
the Prosperity.
2X IS EQUIVALENT TO 1/3 THE

WIDTH OF THE PMA LOGO.
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AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
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herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
02.5. Logo Size Requirements
Maintaining the legibility and the A Print Media Test has been
integrity of the PMA logo is very conducted to determine absolute
important, regardless of application minimum logo size to maintain
and manner in which it is reproduced. legibility on print applications.
*Be sure that when determining the The recommended logo size cannot
size of the logo, its legibility and be less than 1/10 of the Width of the
integrity are not compromised. chosen Medium of application with
the very minimum size not less than
i.e. scaling of the logo as opposed 80px in Width or 28mm for the Logo
to stretching it when resizing will or 35mm Width for the landscape
guarantee best results. logo.
*for broadcast applications, a minimum

size logo should not be less than 80
scan lines.
28MM
02.6. Embroidery Requirements
An embroidery test was conducted
on the logo, and the results indicated
that a minimum size to maintain
legibility is 28MM in Width for
the PORTRAIT LOGO or 35MM 28 MM
LANDSCAPE LOGO
It is imperative to maintain the

clarity and legibility when the logo is
reproduced as an embroiding.
35 MM
03. Colour Palette
Inspired by the geographical and This way, all of PMA material will be
content scope in which our activities consistent, and our colours will look
and programming is focused i.e. elegant.
Africa. (see branding zone)
These same elegant colours cannot
Our colours show the diversity of be achieved using standard CMYK
Africa and our ability to complement printing.
each other and create something of
beauty that can only be ours. Only use CMYK colours when
absolutely necessary.
The colours are derived from the
multiple faces and cultures of Uganda. * Tints and gradients can be used for
And they show our multi-talented, backgrounds, pull out boxes, graphs
faceted and cultured Ugandan and charts.
population. Please note, when printing certain
colours onto coated or uncoated
The same environment that PMA paper, the Pantone colour specified
is working towards inspiring by differs.
Informing, Educating & Entertaining.
Our colour guides include codes for all * Please refer to the colour
medium formats. descriptions and definitions on the
pages that follow.
When using our colours in print, it is
important to always seek to use Solid
Pantone inks.
Primary
MAROON / HIBISCUS BLACK
PMS 2395 C PMS 419 C
CMYK 28% 95% 30% 2% CMYK 70% 67% 65% 76%
RGB 181 48 113 RGB 32 29 29
Colours HEX #B53071
Representing: Naturing, Tenderness,

Acceptance, Calm, Communion,
HEX # 201D1D
Representing: Power, sexuality,

sophistication, formality, elegance,
Compassion & New Covenant. wealth, mystery, fear, depth,
style, anonymity, underground,
good technical color, austerity &
detachment.
GREEN YELLOW GREY

PMS 2424 C PMS 2013 C PMS Cool Gray 1C
CMYK 79% 24% 100% 10% CMYK 0% 42% 99% 0% CMYK 14% 11% 11% 0%
RGB 58 135 56 RGB 249 161 27 RGB 216 216 216
HEX #3A8738 HEX #F9A21B HEX #D8D8D8
Representing: Nature, Environment, Representing: Energy, Balance, Representing: Transparent,

Healthy, Good Luck, Renewal, Youth, Enthusiasm, Warmth, Vibrant, Glamorous, Graceful, Technology,
Spring, Generosity, Fertility, Service, Expansive, Flamboyant, Demanding Accessibility, Security, Reliability,
Inexperience & Vigor. Of Attention & Blossoming. Intelligence, Staid, Modesty, Dignity,
Maturity, Solid, Practical & Calm.
GREEN BLUE WHITE

PMS 5473 C PMS PMS
CMYK 89% 49% 47% 21% CMYK 76% 23% 0% 0% CMYK 3% 2% 2% 0%
RGB 24 96 107 RGB 5 157 216 RGB 244 244 244
HEX #18606B HEX #059DD8 HEX #F4F4F4
Representing: Life Giving, Spirit, Representing: Peace, Productive, Representing: Successful, Anti-
Freshness, Mercy, Simplistic, Security,Trust, Finance & Seriousness. Aging, Spirituality, Life, Cutting-Edge,
Glamorous, Sincere & Accessibility. Finance & Wealth. Reverence, Purity,
Birth, Simplicity, Cleanliness, Peace,
Humility, Precision, Innocence, Youth,
Good, Marriage & Clinical.
Secondary
GREEN MAROON / DEEP LILAC
PMS CMYK 73% 96% 22% 8%
CMYK 64% 0% 85% 0% RGB 99 49 117
Colours
RGB 91 192 94 HEX #633175
HEX #5BC05E
Representing: Successful, Calming,
Representing: An alleviation to Soothing, Consciousness & Cutting-
depression, Personal growth, Edge.
Fruitfulness, Technology & Various
Cultures.
GREEN BLUE YELLOW

PMS 5473 C CMYK 31% 0% 7% 0% PMS 2018 C
CMYK 84% 45% 97% 53% RGB 156 255 255 CMYK 2% 51% 100% 0%
RGB 23 68 30 HEX #9CFFFF RGB 244 144 0
HEX #17441E HEX #F49000
Representing: Peace, Coldness,
Representing: Alleviation to Human Life, Finance & Widely-Used. Representing: Warmth, Encouraging,
depression, Money, Wealth, Relaxed, Participating, Centrally-Located,
Technology, Gardening & Outdoors. Technology & Creativity.
04. Typography
Typography plays a vital role in tying They are clear and legible regardless Lato has generous spacing and
the brand together both in style and of media application. naturally proportioned capital letters
consistency. that allow for easily recognizable
Complimenting copy and creating characters to all audiences.
Lato is the typeface we use ensuring a clean, understated, warm and elegant
fresh, rare, modern and sophisticated communications and material. * It is a consistent and effective
experience that is well suited and typeface.
legible for our African audience. This is greatly attributed to the
timeless nature of Lato, it has a
It is a unique typeface that combines quality and modern feel completely
the positive aspects of each of its lacking in quirkiness.
influences.
BOLD
LATO IS OUR
TYPEFACE, WE USE
IT IN FIVE WEIGHTS.
THIN FRIENDLY
BLACK
REGULAR SIMPLE
BOLD LEGIBLE
WARM
Typography is an important aspect of Scale and proportion should be
the Prosper Mama Africa brand and determined by the available space,
identity. aesthetics, function and visibility.
The Prosper Mama Africa typographic Sentence case is the recommended

style contributes to our distinctive format when using this typeface.
aesthetic.
The typography usage examples

on the following pages should be
followed to ensure all of our
communications appear
consistent.
TIMELESS
04.1. Type Setting Guides
Lato THIN is used Lato LIGHT
in titles.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 — &*#@?!/+(.,:;
Lato BOLD or Lato BOLD
BLACK is used
in document ABCDEFGHIJKLMNOPQRSTUVWXYZ
headlines and
body copy abcdefghijklmnopqrstuvwxyz
highlights.
0123456789 — &*#@?!/+(.,:;
Lato BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 — &*#@?!/+(.,:;
Lato REGULAR Lato REGULAR
used in standard
body-copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 — &*#@?!/+(.,:;
04.2. Typesetting Guides
The PMA typography is always
aligned to the left.
PMA TITLE COPY (24/26)x2
This provides the eye with a constant PMA HEADLINE COPY (18/20)x2
starting point for each line, making PMA standard body copy Maecenas quis ultrices nulla. In vitae posuere nibh.
text easier to read and information to Cras sit amet velit viverra odio egestas tincidunt id tincidunt urna. Donec
digest. maximus tincidunt dui, a malesuada orci ornare quis. Suspendisse ac tellus
interdum, consectetur sapien dictum, imperdiet elit. 10/12
When typesetting titles, the type size
should be at least 10pts larger than
the body copy type size and have a
PMA TITLE COPY (28/32)x2

kerning of -30pts.
When typesetting headlines, the type

size should be at least 5pts larger
than the body copy type size.
PMA HEADLINE COPY (22/24)x2
PMA standard body copy Maecenas quis ultrices nulla. In vitae
When setting body copy, the type size posuere nibh. Cras sit amet velit viverra odio egestas tincidunt id
should not be larger than the 14pts tincidunt urna. Donec maximus tincidunt dui, a malesuada orci
with 8-10pts being the preferable ornare quis. Suspendisse ac tellus interdum, consectetur sapien
size for A4, letter size and print press dictum, imperdiet elit. 12/14
documents.
Legal copy (such as a disclaimer) must be no less than 5.5pt for print
and must not be smaller than 8pt in web, video or other digital media.
05. Brand Photography
For PMA a photography style is In addition, the PMA photographs i.e. the participants and beneficiaries
appropriate to all communications, should demonstrate our technical are shown in location or in the field as
it should be characterized as natural,knowledge, expertise as well as much as possible; the background of
compelling and tasteful. understanding of humanity, our lives, every image is an opportunity to tell
and our ability to impact and shape more of the story.
Like our brand voice every photograph our minds and our environment.
portrays the professionalism and
trustworthy nature of the PMA The PMA Photographs are set in
brand and most of all our focus on location and while they utilise all the
TECHNOLOGY, COMMUNITY & possible photography angles, they
MARKET. ensure to be in location and show a
level of reportage that PMA is about.
06. Patterns and illustrations
The PMA visual identity includes Using the AGRICULTURE and the
patterns, these are used to extend the COMMUNITY icons from the logo
expression of our brand. to show the diversity of Colour,
vegetation and celebration of a life
The patterns are a derivative or worth living.
visual interpretation of PMA’s core
activities, and influenced by the
emotional scope or coverage of PMA.
THE
ARGRICULTURE
PATTERN
Inspired by the
Agriculture that
is PMA’s pathway
towards a life
worth living.
THE
COMMUNITY
PATTERN
Inspired by the
community
that is PMA’s
stakeholders and
audience.
THE
PROSPERITY
PATTERN
Inspired by the
posterity that is
PMA’s life worth
living.
07. Communications Materials
Communication materials are where These communications are about * where relevant files to be printed
most people will see and interact/ bringing awareness and visibility in house digitally have also been
interface with PMA. toward PMA activities and are availed.
therefore a lot stronger when tied to
They consists of Advertisements, a campaign, which will explore the
Press Releases, Branded Material, use of different media and formats
Direct-Mail and Emails, Posters and of brand placement to create a wider
Printed Communications Materials, impact.
Radio Mentions, Tv Spots, Brochures,
Reports, Presentations, Newsletters, They are characterized by having a
Web Sites and PMA Activities.
1. CONCEPT ZONE an area where
Everything is designed to work in the visual representation or idea of
harmony and the PMA’s mission and the communication is displayed or
vision are embeded within these PMA inserted.
guidelines toward the reinforcement
of the PMA brand and visibility. 2. BRANDING ZONE that will have
complimentary or supplementary copy
or information, and most importantly
including a “call to action”.
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7.01. Branding Zones Overview
PMA communications must feature a
Branding Zone.
The Branding Zone is the area

separating the concept zone from the
PMA logo or partner logos.
The PMA logo appears on the

top or bottom right in of all Print
communications and on the top left
on Television. concept zone concept zone concept zone
The Branding Zone consists of a
unique design, a graphic element
derived from the inter landscape and
the activities that PMA is involved in. branding zone
It is a defining signature that is unique

to PMA, emphasising the scope and
diversity of our audience.
The branding zone is therefore
The brand
signature consists
of the landscape,
fam house,
tractor, Silos a
technology Icon
and trees
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08. Print Templates
In this section we explore and give Below we explore media and layout.
examples of different print media
options that are easily accessible With the brand mainly communicating
materials that we recommend would to 3 audiences.
fit within the PMA brand. 1. Local Audiences: Informative &
Educational oriented communications.
It is always imperative to have 2. Donors / Stakeholders: Informative
visible calls to action on these & detailed i.e. reports, Action oriented
communications to make sure it Communications.
comes full circle in this digital age, it is 3. Foreign Audiences: Informative &
easier to refer audiences to web and Educational oriented communications.
online platforms to complete actions.
i.e, visit www.prospermamaafrica.

org take part in activities, purchase
branded merchandise and to that
effect and many more creative
ways to measure and bring about
measurable results to the campaign/
communications.
©2021
AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
reserved.
herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
8. 01. A4
8. 02. A5
8.04. DL
©2021
AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
reserved.
herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
©2021
AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
reserved.
herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
8.05. Bill Boards
8.06. News Paper
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all other
Africa.
marks
All rights
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herein
The
areProsper
copyright
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of Prosper
Africa logo,
Mama and
Africa.
8.07. Magazine Adverts
©2021
AfricaProsper
logo, and
Mama
all other
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marks
All rights
contained
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herein
The
areProsper
copyright
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of Prosper
Africa logo,
Mama and
Africa.
8.08. Pull Up Banners
©2021
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marks
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herein
The
areProsper
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Africa logo,
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Africa.
8.09. Back Drop Banners
8.10. Flags
09. Office Applications
The PMA network of offices is where The walls, use of materials and colours *Office applications are consistent
the stakeholders and PMA staff are unique to PMA, has been designed to with the PMA brand elements and
truly immersed within our branded stage the brand identity clearly and design.
environment, because our premises for optimal legibility.
provide tremendous communications
opportunities. The primary street identity sign (pylon
sign or monument sign) has been
Like a billboard, millions of developed to display the brand and
impressions can be leveraged to identity clearly while using similar
PMA’s advantage. For these reasons, materials and colours from the office
the desired appearance of our offices interior to create a “look and feel” that
and the accuracy and consistency is unique to PMA.
of the PMA brand identity being
displayed are of great importance.
9.01. Signage
Signs are built with materials
and colours unique to PMA and
follow the same typographic and
information architecture rules as the
communications materials.
Viewing Distance Guide The following
charts are to provide assistance in
determining the size of lettering to be
used in relation to the distance that a
sign is going to be read.
These charts are general and there
may be situations that would require
lettering larger than what is indicated
in the chart for a given distance of
viewing Way finding Signage.
The following charts are to provide
assistance in determining the size
of lettering to be used in relation to
the distance that a sign is going to be
read.
9.03. Space Branding
10. Vehicle Branding
The PMA Vehicles are a great point
of brand interaction derived from our
branding zones.
The PMA Logo appears on both
the driver and codrivers side of
the vehicle, with other appropriate
information appearing on the back
door or further back depending on the
vehicle.
©2021
AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
contained
reserved.
herein
The
areProsper
copyright
Mama
of Prosper
Africa logo,
Mama and
Africa.
11. Business Forms
11.01. Stationary
11.02. Business Cards
11.03. Identity Cards
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AfricaProsper
logo, and
Mama
all other
Africa.
marks
All rights
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herein
The
areProsper
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Africa logo,
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Africa.
11.04. Envelopes
11.05. Press Folders
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marks
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herein
The
areProsper
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Africa.
11.07. Stamps
11.08. PowerPoint Template
A power point template is provided
with samples pages that can be
duplicated and or deleted to suit the
presentation that you are trying to
create.
See the Mock Ups of the sample
pages that follow.
12. Email Signatures
The number one biggest mistake with
email signatures is inconsistency. This
is usually because each employee
makes their own. One might have
an old logo; the next might be
using a different sized logo beside
a misspelled address. To achieve
a level of consistency that speaks
of professionalism, use the same
template across. Make sure every
signature matches the professional,
stylish format that is approved.
13. Website and Online Guidelines
The PMA website and online brand
guidelines leverage the existing presence
in a meaningful way that adds value and
reinforces the overall PMA brand.
Online branding should resonate with
stakeholders and audiences as a logical
extension of the PMA brand while
adding value in ways unique to the online
platform or medium.
14. Co-Branding & Third Party logos
Often, PMA will work with a partner, Other levels of sponsorship will be
another organisation, company or sized appropriately to fit within the
institution. co-branding zone, as illustrated within
this section, and used within other
These collaborations are always a mediums for added visibility.
great avenue to raise awareness of
PMA and our activities and as such Please direct any cobranding
our brands and the collaborating questions or requests to the contact
partners. information on page 3 of this
document.
LOGO USAGE WITH OTHER BRANDS
In order to graphically express the *when PMA is featured within
relationship between the PMA brand publications by other organizations, it is
and a partner brand, a co-branding important for us to have brand presence
standard has been established. especially in the form of a clear logo.
These guides are to be used when CO-BRANDED CLEAR SPACE

PMA is running a campaign and as Enough distance is required to
such is the lead or anchor brand onto clearly show that both partnership
which the activities, concept and companies are separate entities.
direction of the campaign are hinged.
The minimum space between any
As a general rule, the partnership is of the co-brands is defined by
40/60, the partner brand mark will be the amount of space left within
of equal size to the PMA band mark. the cobranding zone with even
This 40% is status is also given to the distribution and minimum brand size
main sponsor of a communication or rules for each brand.
campaign with what can be classed as PMA clear space guides apply here.
Platinum sponsorship.
16. Face Mask
17. Water Bottle
18. Stickers
19. T-Shirts
20. Shirts
©2021
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marks
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21. Blouses
22. Apron
23. Neck Ties
24. Bow Ties
25. Sweaters
26. Jackets
27. Hoodies
28. Helmets
29. Caps
30. Hats
32. Flasks
33. Gum Boots
34. Badges
35. Phone Covers
36. Key Holder
37. Pens
38. Cups
39. Mouse Pads
40. Flash Disks

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BUILDING AN AFRICAN EXPERIENCE FOR

PROSPER MAMA AFRICA

The development of our brand

Our identity is guided by our core

The Tagline or Slogan:

The established size and positioning

2 2. The Word Mark

1. (B, C,S & A) The C

N (N) The Name

* Be sure to use the approved artwork

The SLOGAN is part of The LOGO

Therefore, the logo can either be

2. BLACK/ GREY SCALE Please use

3. NEGATIVE COLOURS Please use

One way to ensure this is by

*Clear space is an area that is kept

Please ensure that a MINIMUM

2X IS EQUIVALENT TO 1/3 THE

*for broadcast applications, a minimum

It is imperative to maintain the

Colours HEX #B53071

Representing: Naturing, Tenderness,

Representing: Power, sexuality,

GREEN YELLOW GREY

Representing: Nature, Environment, Representing: Energy, Balance, Representing: Transparent,

GREEN BLUE WHITE

GREEN BLUE YELLOW

The Prosper Mama Africa typographic Sentence case is the recommended

The typography usage examples

PMA TITLE COPY (28/32)x2

When typesetting headlines, the type

The Branding Zone is the area

The PMA logo appears on the

It is a defining signature that is unique

The branding zone is therefore

i.e, visit www.prospermamaafrica.

These guides are to be used when CO-BRANDED CLEAR SPACE

36. Key Holder

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