Brand assets and usage guidelines
Here you will find the assets used throughout the Cascade ecosystem. This also includes how to use the logo, colors, visual language, fonts & assets.
RentCo Africa’s Brand architecture will help us to organize and structure a framework that allows for independent brand equity, enhanced focus and highly targeted communication across our different business areas.
RentCo Africa’s Brand architecture will help us to organize and structure a framework that allows for independent brand equity, enhanced focus and highly targeted communication across our different business areas.
What you’ll find here.
PRESENTATIONS & DOCUMENTS
MERCHANDISE
HELPFUL RESOURCES
Who are these assets for?
Much of the content and material download is for approved partners and employees of RentCo only. If you are not an approved partner or employee of RentCo, you cannot use this material without our express permission. There are some assets available for press and media, but we must insist you advise us of its use prior to publication.
If you have any questions not covered in these guidelines or would like additional content and information, please contact info@rentcoafrica.com
Logo
A logo is the central visual cue that we all use to identify a brand. It is the symbol of a company’s personality. Everywhere the logo shows up, it must act and behave the same way so consumers recognize us and can trust that the relationship they are building is sound and secure.
The RentCo Africa logo is the heart and soul of this company. Since launching, it has stood firm because of its timeless-ness and careful stewardship.
It is our biggest asset and must constantly be given protection and prominence. All communication must stress the brand’s name above all else.
Our logo is iconic in the way it represents the planning style of RentCo Africa. Simple, clean, and one color. Where possible, you should use the whole logo, text, and icon. If using on a dark background, there is a white logo available.
Logo Safe Zones
The RentCo Africa logotype should always be displayed clearly and conspicuously. The RentCo Africa logo should be displayed against a carefully selected background so its impact is not reduced. Leave ample surrounding space (the isolation zone), and do not display the logotype more than once on the same surface.
You should determine the ‘safe zone’ for the logo by positioning the icon as below. Always give the logo some breathing space – don’t crowd it with other visual elements.
NB: Logo clearspace = cap height = X
Logo Misuse.
You have no idea how much it hurt us making these examples. Nevertheless, we have to bring it up. Every time our logo is abused like this, a marketing team member dies a little on the inside. This section illustrates a series of uses of the RentCo Africa Logo which are not allowed in any way.
01.
The RentCo Africa Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.
02.
The RentCo Africa Logo must not be used over any non-approved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.
03.
The RentCo Africa Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.
Special Effects
Special effects cannot be applied to the RentCo Africa Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.
The Brand Typography
Typography creates a layer of information over a text, giving it a feeling and purpose beyond the meaning of the words themselves. Simple, consistent typography improves the clarity of the message and integrity of the brand, which in turn builds a better design personality.
So in the same way that we all have individual personalities, each typeface makes its own distinct statement. All visual communication for RentCo Africa will be set with a typeface called DM Sans, in three different weights: Regular, Medium and Bold.
The strength and simplicity of the lines that compose this typeface affirm the emotional connection that we wish to establish with the consumer of confidence and clarity. When set in Dm Sans(Primary Font) and Cormorant Garamond (Secondary), RentCo Africa text carries the simple confidence of our brand personality.
*NB: Cormorant Garamond should NOT be used in ALL CAPS for RentCo Africa purposes.
The Brand Colors
Our brand identity is an integral part of our company’s culture and values, and we take great care in ensuring that it is reflected in every aspect of our business. Our color palette is an important element of our brand identity and is designed to convey our values of trust, reliability, and professionalism.
Primary Colors
Our overall brand look and feel utilizes a combination of Fire Engine Red with Black in almost all of our visual elements.
HEX: #C2202D
RGB: 194, 32, 45
CMYK: 0, 84, 77, 24
HEX: #000000
RGB: 0,0,0
CMYK: 0,0,0,100
Primary Colors
Our overall brand look and feel utilizes a combination of Fire Engine Red with Black in almost all of our visual elements.
Fire Engine Red
HEX: #C2202D
RGB: 194, 32, 45
CMYK: 0, 84, 77, 24
Black
HEX: #000000
RGB: 0,0,0
CMYK: 0,0,0,100
Secondary Colors
Our overall brand look and feel utilizes a combination of Fire Engine Red with Black in almost all of our visual elements.
Sea Salt
HEX: #F9F7F5
RGB: 249, 247, 245
CMYK: 0, 1, 2, 2
White
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
