We are

Contents

Corporate Identity Manual January 2019

Contents

Our Company – Our Brand

Who We AreWaco Africa is a focused equipment rental and industrial services business with operations in South Africa, sub‑Saharan African countries and Mauritius. We control Waco International’s interests in these geographies by applying our unique areas of expertise and experience.

The Group provides:• Formwork, shoring and scaffolding

• Insulation, painting and blasting

• Hydraulics and suspended access platforms

• Relocatable modular buildings

• Portable sanitation products and integrated hygiene services.

Servicing the following industries:• Infrastructure

• Mining and resources

• Oil and gas

• Power generation, constructure and engineering

• Industrial maintenance

• Government

• Education

• Healthcare

• Events

Contents

III

Waco International Brand ArchitectureWaco International is the controlling entity of the global business.

Contents

IV

Waco International is the controlling entity of the global business.

Waco International currently has a portfolio of eleven businesses operating under three geographically located companies.

The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International.

Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions).

Waco International Brand Architecture

Contents

V

Waco International Brand ArchitectureWaco International is the controlling entity of the global business.

Waco International currently has a portfolio of eleven businesses operating under three geographically located companies.

The geographical companies are managerial and financial entities and not marketable brands. Their corporate identity takes its lead from Waco International.

Each company has a number of subsidiaries operating within its geographical location (Companies and Divisions).

The primary value of Waco International lies within the subsidiaries and their established and respected brands.

Each subsidiary business is unique, offering an array of specialist products and services for a defined segment of the equipment rental and industrial services markets. (Primary offer)

By communicating its alignment with Waco International, each subsidiary is able to leverage the competitive advantage of scale, financial backing, innovation and global expertise. (Secondary offer)

Construction Equipment

Contents

VI

Defining the Relationship Between Waco International and Waco AfricaWaco International is a global group operating on 4 continents, in 11 countries, at over 100 locations. It is important to continually reinforce that the operating brands are part of a much bigger operation.

This alignment helps the operating brands punch above their weight associating them with the financial backing, innovation and global expertise of the Group.

Secondly, the profile and size of Waco International is raised with every potential customer, investor, employee and stakeholder through every alignment opportunity.

As mentioned earlier, Waco Africa takes it’s corporate identity lead from Waco International. Waco Africa does not use the Waco International endorsement logo “We are Waco”, as it is not an operating brand.

The Waco FootprintDigital Print

Contents

VII

The Waco FootprintTo visualise the extent of Waco International a global map is used.

The logos of all international brands must be shown.

The positioning of the group reinforces Waco International’s position as a global player. Every subsidiary should use the same message to communicate the Group’s positioning. This copy can be used in either 1st or 3rd person.

[Headline]

We are Waco International[Body Copy][Insert Operating Brand] is part of Waco International, a focusedequipment rental and industrial services business with operationsin Africa (South Africa and other sub-Saharan African countries),Australasia (Australia and New Zealand) and the United Kingdom.

The Group provides services in the areas of formwork, shoringand scaffolding, insulation, painting and blasting, hydraulics andsuspended access platforms, relocatable modular buildings, portable sanitation products and integrated hygiene services.

The Waco FootprintDigital Print

Contents

Section 1

01 The Waco Africa Brand Logo

02 Logo Exclusion Area

03 Incorrect Use of the Brand Logo

04 Application of the Logo in Black and White

05 Application of the Logo Against a Photographic Background

06 Incorrect Application of the Logo Against a Photographic Background

07 Colour Palette

08 Corporate Typefaces

09 Using the Waco Africa Logo in External Brand Partnerships

Section 2

11 Applying the Brand Identity

12 Application of the Logo and Use of the Graphic Device

14 Letterhead

15 Business Card

16 Email Signature

17 Vehicle Branding

20 Clothing ‑ Caps and Shirts

21 Event Material ‑ Banners

Contents

We are

Contents

Brand Elements

Contents

1

The Waco Africa Brand LogoThe Waco Africa brand logo is a visual statement of our vision, values, strength and integrity. By following this guide, you help define Waco Africa for our customers, partners, and employees. Equally important, you help them recognise, differentiate, and remember the Waco Africa brand.

It is an extremely valuable asset and this corporate identity guide (CI) has been produced to help people who use the brand to understand how it must be correctly, and consistently applied. It offers a framework for making and evaluating creative decisions.

If you have questions about how to use any brand elements, or need additional information contact The Red Quarter on ci@theredquarter.co.za

Proportions

The logo must strictly adhere to the following proportions:

Height = 1.000

Width = 3.179

You can download the logo in a variety of formats from

http://www.wacointernational.co.za/logos/downloads/wacoafrica.html

Contents

2

Logo Exclusion AreaAn exclusion area is the amount of clear space there must be around the logo. This ensures that the logo always stands alone. No objects must intrude into this space.

This space is equal the height and width of the “O” in Waco.

Contents

3

Incorrect Use of the Brand Logo

Incomplete logo Incorrect proportions

Do not rotate, invert, spin, angle or pivot the logo

Another graphic element has been added

Incorrect use of colour

Logo has been distorted

Logo has been changed

X X

X

X

X

X

X

Contents

4

Application of the Logo in Black and White

White on Black

Black on White

Wherever possible the full colour execution of the brand logo is to be used. In cases where colour is limited, the black and white logos may be used.

This application will be used for embossing.

Contents

5

Application of the Logo Against a Photographic BackgroundWherever possible the full colour execution of the brand logo is to be used. When using the full colour logo over a photographic background, the logo should be on a white or very light background, that does not obscure the logo. The logo exclusion area must be adhered to.

When using the logo over a dark photographic background, the single colour white logo should be used.

Photo selection is important. Chosen photos should include a suitable area for logo placement so that the logo is not used over complex imagery that will obscure the logo.

Contents

6

X

XLogo is obscured by a busy background.

Do not use the full colour / black logo against a dark coloured background.

Incorrect Application of the Logo Against a Photographic Background

X

XLogo is obscured by a busy background.

Do not use the white logo against a light coloured background.

Contents

7

The corporate colours are taken from the internationally used Pantone® colour matching system for lithographic printing inks and these must always be used as the standard. In the four colour printing process (CMYK), it is not possible to achieve an exact match to the Pantone® inks. The CMYK colour swatches shown are the closest possible match achievable.

We recommend that the coated Pantone reference be used when printing special / spot colours. Coated and uncoated paper stocks will also give varied colour results, therefore we recommend the coated Pantone reference when printing on coated and uncoated paper stocks. Please note that the 4 colour Process / CMYK breakdown will also vary when printed on coated and uncoated paper stocks.

In digital media, the standards for RGB (PC usage) and web‑safe (Hexadecimal) colours shown on this page must be followed.

Colour PalettePrimary Colours

C100 M94 Y24 K22 R35 G45 B104 Hex: # 1A2057 Pantone 2747C

C0 M0 Y0 K80 R70 G71 B73 Hex: #58595b

C30 M0 Y0 K100 R0 G0 B0 Hex: #000000

Secondary Colours

C75 M43 Y15 K0 R60 G110 B160 Hex: #336699

C61 M32 Y14 K0 R90 G132 B173 Hex: #336699

C0 M0 Y0 K35 R162 G164 B167 Hex: #999999

Tertiary Colours

C90 M50 Y50 K15 R11 G101 B109 Hex: #0b656d

C0 M90 Y100 K0 R244 G62 B46 Hex: #f43e2e

C53 M15 Y100 K1 R133 G171 B80 Hex: #85ab50

C80 M20 Y45 K2 R0 G152 B147 Hex: #009893

C0 M60 Y100 K0 R249 G128 B56 Hex: #f98038

C40 M0 Y100 K0 R163 G205 B85 Hex: #a3cd55

Contents

8

In addition to the consistent application of visual elements, the CI requires the consistent use of typefaces (also known as fonts). Typography creates an important visual distinction and allows us to be recognised at a glance.

Waco Africa has chosen Arial as its primary external typeface to be used when professional design studios are commissioned. Due to its universal appeal and ease of use across all platforms, all typographic details relating to stationery, signage, promotional and advertising must utilise this font (please see relevant sections of this manual for specifics).

The Microsoft typeface shown is available as a system font on all computers and should be used for all word processor generated documents as well as in the production of all PowerPoint® presentations.

The Arial range of typefaces should also be used on Internet and Intranet pages. These typefaces are available in a variety of weights providing flexibility for all print and online communications.

Corporate Typefaces

Arial Bold Condensed RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ArialABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Contents

9

Should Waco Africa become involved in a joint venture such as an event, sponsorship or alliance, we must always strive to be the dominant party. The co‑branding of such ventures will generally be subject to mutual agreement.

Ideally, the Waco Africa logo should be dominant with other logos not exceeding 60% of the area of the Waco Africa logo.

In co‑branding scenarios where Waco Africa will not be the dominant partner (eg. the Comrades Marathon) the Waco Africa logo should be no less than 60% of the area of the largest aspect of the partnering logo.

The Waco Africa logo should be dominant with other logos not exceeding 60% of the area of the Waco Africa logo.

The Waco Africa logo should be no less than 60% of the area of the largest aspect of the partnering logo.

Endorsed branding where Waco Africa is the main sponsor

Equal partner sponsorship

Endorsed branding where Waco Africa is not the main sponsor

Using the Waco Africa Logo in External Brand Partnerships

We are

Contents

Application of the Brand Identity

Contents

11 17

Applying the Brand Identity

Introduction and General GuidelinesThis section of the manual details how the corporate identity guidelines are put into practice through the main visual elements of the company.

It is designed to help us present a strong, consistent visual image to the various stakeholders that we interact with. The ultimate success of the correct execution of our corporate identity rests with you, so please study the standards carefully and apply them rigorously.

Whenever we use our brand logo and elements of our corporate identity, we must ensure that we, and the suppliers we select, do not allow our logo to be misused or distorted. Each of us is tasked with this responsibility.

Contents

12

Application of the Logo and Use of the Graphic Device

110°110°

The graphic device should always be positioned in the top right hand corner

The graphic device should never be larger than one third of the page.

Angle to echo Waco International logo

The Waco Africa logo should be dominant with other logos not exceeding 60% of the area of the Waco Africa logo.

Contents

13

Application of the Logo and Use of the Graphic Device

X

X

X

Contents

14

All external and formal communication is to be made on the company’s corporate letterhead. Only use the letterhead template that has been created in Microsoft Word.

LayoutFont: Arial upper and lowercase, Regular and Bold Font colour: 90% black

Font Size Headings: 14/12 pt Body copy: 11 pt Alignment: Text to be left aligned with single line spacing.

Note: Waco International does not use continuation paper. All subsequent pages should be printed on standard white A4, 90gsm paper.

Letterhead

51.81% Black OwnershipBBBEE Company

2A Proud

Level

Contents

15

All business cards must be consistent and should not deviate from the CI.

Font: Arial Card size: 90mm x 50mm Paper: Magno Satin, 350gsm

ColoursBlue: C100 M94 Y24 K22 Black: 80% Black

Font SizeCard holder name: 7 pt, bold, blue Card holder position: 6.5 pt, 80% black Phone numbers: 6.5 pt, 80% black Email address: 6.5 pt, white Fax: 6.5 pt, white Website: 7.5 pt, bold, blue Address details: 6.5 pt, 80% black

Business Card

Name SurnamePosition

Cell: +27 [0] 82 345 6789Tel: +27 [0] 11 234 5678name.surname@wacoafrica.co.zawww.wacoafrica.co.za

Tel: +27 [0] 11 234 5678 | Fax: +27 [0] 11 234 5678181 Barbara Road, Elandsfontein | PO Box 669, Isando, 1600www.wacoafrica.co.za

Tel: +27 [0] 11 234 5678 | Fax: +27 [0] 11 234 5678181 Barbara Road, Elandsfontein | PO Box 669, Isando, 1600www.wacoafrica.co.za

Contents

16

All email signatures must be consistent and should not deviate from the CI.

Font: Arial Size: 600 x 250 pixels

ColoursBlue: R26 G32 B87 Black: R0 G0 B0

Font SizeName: 14/12 pt, bold, blue Position: 12/10 pt, regular, black Qualifications*: 12/10 pt, italic, black Details: 12/10 pt, regular, black Website: 12/10 pt, bold, black * where required

Email Signature

Contents

17

Vehicle Branding HINO 700 Truck Traktor

Contents

18

Vehicle Branding HINO 700 Truck Traktor

Contents

19

Vehicle Branding HINO 700 Truck Traktor (Back of Vehicle)

We are

We are

We are

Contents

20

Clothing - Caps & T-shirts

Contents

21

Event Material - Banners

Rental Specialists for Construction and Industrial Services