BimaKreativ_MAAIF_BrandGuidelines_FinalDraft2

BRAND
BOOK
2021
Vol. 1

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12.0
13.0
Introduction
About the ministry
Summary
Logo breakdown
Exclusion area
The Logo
Digital Color
Minimalistic Version
Logo Practices
Dos
Donts
MAAIF Pallette
Pattern
Pattern Application
Edge Strip
As an intro strip
Ministry in Real life
Road Signage
Print Material
Office Desk elements
Label Pins/Badge
Flash Drive Branding
Outdoor branding materials
Website interface
Promotional materials - Caps/
Cooler Flasks
Office hanging labels
Internal Wall Signs
MAAIF Fleet
Audio Visual terms
Social Media & Digital
TV Broadcast
Photography
2 3

INTROD
UCTION
INTRODUCTION
About the
ministry
The branding is a critical element in
fulfilling the ministry’s branding agenda.
MAAIF’s Branding Guidelines aim to
embed in the public servants, farmers, and
the entire hireachy a culture of results, good
work ethics and positive attributes as well
as uniformity in approach through effective
communication.
The guidelines have been developed to
serve the purpose of standardization and
guide the application of the Ministry’s
branding and branding elements across all
applications and entities.
Our
Vision
A competitive, profitable
and sustainable
agricultural sector.
Our
Mission
To transform
subsistence farming to
commercial agriculture.
4 5

Logo
Breakdown
Photography is a valuable tool in
inspiring informing and illustrating
meaning in any given communication
piece.
Coat of Arms
Logo Icon
Brand
Iconography
Exclusion area
To ensure our logo is never compromised, we use
an exclusion zone in which nothing should ever
encroach.
This exclusion area around the logo is equal
to the height of the stem of the ‘M’
Typography
6 7

Minimalistic version
Our alternative logo with no strapline can be
used if our strapline appears as a standalone
element elsewhere on the artwork
No other element should be added to the logo
without consent and authorisation from the
Communications/PR office.
Partnership Logo PLacement
In situations where MAAIF is a lead partner in a collaboration or on a
project, the MAAIF logo will keep the main left spot on the collaboration
badge.
The Logo
Our logo is used to identify us from other
Ministries, Departments, Agencies.
We take great pride in our appearance and
keeping our brand identity clear is a top
priority.
In cases where MAAIF is obtaining funding support from a partner such
as World Bank, EU, the necessary documents like reports/proposals/
presentations, our branding/logo shall remain on the left side o f the left
hand side.
A strip has been introduced to seperate the MAAIF
logo from the partner’s branding elements.
This will always be between MAAIF & the partners’
logo in regular equal space as inset.
The two logos have been put in a faded round
corner border that will be adopting the official
MAAIF colors based on the department/arm of the
Ministry at 10-20% fade as shown in the example on
the example.
8 9

Logo practices
Dos
Donts
Never apply effects to the logo.
Never skew or shear the logo.
Our main logo should be used on a white or light background
Never rotate the logo
Never adjust the colour of the logo elements.
Extra Options
Our reversed logo should be applied on a dark background
Never alter position/arrangement of
the logo elements.
Always maitain the logo facing forward.
This is common with flipping images
Our reversed logo should
be applied on a dark
background
This and no other will be the
only logo to be diplayed in
white/grey on black/grey
backgrounds.
This and no other will be
the only logo to be diplayed
in grey/black on white/grey
backgrounds.
Never use the logo on colours that clash
Never stretch or squash the logo.
Never use the logo on colours that clash
Never use the logo on colours that clash
Our reversed logo should
be applied on a dark
background
Our reversed logo should
be applied on a dark
background
Our reversed logo should
be applied on a dark
background
10 11

MAAIF Pallette
Color
To ensure our logo is never
compromised, we use an exclusion
zone in which nothing should ever
encroach.
Sub-sector Color-coding
MAAIF Grey
Neutral Shade
C.
M.
Y.
K.
70
64
62
58
R.
G.
B.
50
50
50
#323232
MAAIF Green - Crop
The MAAIF Green stands for Crops under all the
arms of agriculture.
It is our deep, powerful flagship colour and it was
chosen to compliment and easily isolate Crop and
perfectly identify the sector and what it stands for.
MAAIF Blue - Fisheries
MAAIF while developing communication for the
Fisheries department will use blue uniformly. This is
because the blue works best with the aquatic theme
that ties together their general look, feel & image
(AQUA).
MAAIF Brown - Animal husbandry
MAAIF Green
Crop
MAAIF Blue
Fisheries
MAAIF’s brown shade represents Animals and
Livestocks. This should occassinonally be used along
and supplimented by the MAAIF white, grey and
Yellow only.
C.
M.
Y.
K.
82
11
100
1
R.
G.
B.
29
159
73
#1D9F49
C.
M.
Y.
K.
71
18
0
0
R.
G.
B.
0
168
235
#00A8EB
MAAIF Yellow - Oils/Gold
This yellow directly represents the printable Gold/
YellowMAAIF’s yellow shade is a back up/secondary
highlight after white and it to be used to create
backgrounds only.
At no point should this highlight be used for
regular body text but rather headings and subtopics.
MAAIF Yellow
Oils
C.
M.
Y.
K.
82
11
100
1
R.
G.
B.
29
159
73
#FFF700
MAAIF Brown
Animal Husbandry
C.
M.
Y.
K.
35
73
100
38
R.
G.
B.
120
64
0
#784000
MAAIF Grey
MAAIF Grey is a complimentary background that
is intended to replace the typical black for text and
backgrounds.
Based on the choice of shades in the pallette, black is
intense contrast so MAAIF grey will be the darkest
shade of any visual unless black and white print is the
objective.
All Members of Staff/Parties should
be familiar with the color coding plan
used in the Ministry to ensure smooth
communication and identification of
products/items/etc
For better understanding of this color
pallette, this brand manual should be
part of the initial orientation of any
new Member of staff Afor the Ministry.
12 13

Our
Typefaces
Our typography is a key part of how we
present ourselves and the official ministry font
is ‘Minion Variable Concept and will be
used in tandem with the Arial Font as the
secondary substitute.
On the right we show how a title, subtitle and
body copy should work together.
Different applications will require
different text treatments but should always lie
within the guidelines.
A bank of these assets(Official Logo, Font’s
Patterns, Brand Manual) will be shared
on the website for easy access for both the
team and approved partners.
Our Typefaces
Minion Variable Concept
variable: Display
9px
Minion Variable Concept
9px
Minion Variable Concept
14px
Minion Variable Concept
14px
12px
12px
16px
16px
14px
14px
16px
variable: Regular
Regular is typically for main body copy.
16px
variable: Bold
The bold variable is specific to titles and
headings to set the flow of the material.
20px
variable: Bold Italic
This will be used majorly
for emphasis of statements and highlights
in highly graphical visuals like magazines,
catalogues,etc.
20px
Minion
Variable Concept
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
Arial Font
Arial Font
variable: Regular
Arial Font
variable: Bold
Arial font
variable: Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%&*()+}|”?><{}
14 15

MAAIF
TerracePattern
Terraces in full color
Pattern
Application
As an edge strip
Strip in Full Color
MAAIF Grey
applied as 15% opacity
The terraces will be multi color and
adopt all the MAAIF colors on the
pallette.
Faded on MAAIF Gradient
Grey / Half Black
Highlight on MAAIF Gradient
The multi-stroke/scape pattern was
inspired by LAND, one of the most
crucial elements of agriculture.
Highlight on MAAIF Gradient
It symbolises LAND and
TERRACES to be specific
therefore is a crucial branding
elements to MAAIF.
Shade on MAAIF Grey
Full color strip
applie.
It is intended to subtly add depth,
character, neatness and meaning to the
brand presentation.
Therefore it must be used only where
it can be reproduced faithfully and to a
high standard.
Where this is not possible revert to a
simple single flat colour background.
The stroke/scape pattern should never
intefere with the legibility of text but
rather support visibility and branding.
In situations when it needs to be applied as
a background of text or imagery, it is to be
applied at an opacity lower than 15% to not
interfere with other graphical elements as
illustrated below.
This applies to all the shades.
15%
As an intro strip
MAAIF
Brand Manual
brand anual brand anual brand anual brand
anual brand anual brand anual brand anual
brand anual
MAAIF
Brand Manual
brand anual brand anual brand anual brand
anual brand anual brand anual brand anual
brand anual
applied as an
intro strip
16 17

The ministry in
the real world.
This is a visual representation of how MAAIF
as a brand along with it’s branding elements
will be consumed by the public as well as the
staff/people along the entire value chain.
Here are some examples of our brand in
action.
This inspiration is to be used when creating
further communications for the Ministry.
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RoadSide
Signage
Office desk
elements
All of these will have a neat logo
placement as well as the any other
elements that may need to be
included.
Backdrops
& Podium
This will be the official lay out of the Ministry’s
signage. This will help and ease the identification of
the Ministry premises.
This is to ease location awareness and address siting.
This will be placed majorly at the Main Road and
used as a road sign but can also be placed at the
entrance point as a welcome gesture.
Mandatory
signage details:
Office Name
Office direct call line
Distance in Kilometres
Welcome Message
20 21

Print Material
Business Cards
9.5cm
Envelopes
15px - Bold
11px - Bold Italic
5.8cm
9px - Regular
Pop-up Banner
Letterhead
Dimension:
Width: 9.5cm
Height: 5.8cm
Weight: Strictly 300gms
Print Color: CMYK
Complimentary
Slip
22 23

Identity Cards
MAAIF Powerpoint
Presentation
24 25

Badges
& Labels
These are to be used for
meritocracy purposes for ministry
staff or agriculturalists.
Pins are also meant to easily create
a level of activity awareness.
Flash Drive
branding
The MAAIF logo should
be placed/printed or neatly
engraved on either the plastic or
metalic piece of the drive, where
visibility is at best.
Ministry
Corporate Shirts
L flag/Teardrop
Banners
These are on and off event materials
used to introduce and create
awareness on workshops tradeshows
and the public.
These can be generic or tied to
a specific event, in this case a
partnership Logo will be introduced
keeping in mind the exclusion area
guidelines.
26 27

Notebooks
Catalogue
cover mock up
Calendar
Layout
These are samples of
how mininstry branding
elements tie into calendar
design.
In no way does this imply
to dictate the design of the
calendar but rather guideline
on how color, patterns, and
imagery are to be applied.
Notebook Header
Notebook Footer
Pens
Memos
Items will be branded by color coding as per
the different arms of Agriculture.
In situations where this is not applicable, the
general neutral branding will be adopted.
28 29

PullUp
Banners
Drinking
Cooler Flask
Color Coded
backpacks
Website
The MAAIF website while
achieving it’s goals should follow
all the guidelines from logo
placement to the MAAIF pallette,
etc
Any alterations to be made to
the website, it is to be made or
authorised by the Communications
Office of the ministry.
Caps
Caps
30 31

Interior Branding -
Receiption, Wall Branding, Brand
Element inclusion.
MAAIF General Fleet
VAN Branding
VAN Branding
Sedan branding
Truck Branding
Office hanging
These will always possess the MAAIF logo
as well the pattern however the placement/
design is not dictated as long as it is within
the suggested guidelines.
Door &
Internal Wall signs
Sub sector
fleet
Fleet branding will follow the general branding guidelines
of the Ministry and will be color coded following the
ministry sectors’ colors as broken down in the color
pallette.
Fisheries Animal Crop
32 33

Tone of voice
All communication content (Video/graphics)
are to have a level of infortainment, formal and
yet appealing and relaxing tone.
All MAAIF content online are to be happy and
have a tone of uplifting and development to
them.
In situations when there is negative language or
disatisfaction to be communicated, this should
be split 70% - 30% where 70% is advisory and
30% is recommendation.
Language
All MAAIF digital communications (Audio bites,
videos, gifs, motion graphics and still graohics ) will
emphasise English.
To satisfy situations, where there is need for any native
dialect, translations will be the next immediate option
for graphics and subtitles for videos as well as voice
overs for audio bites while maintaining the official
communication in English.
Audio - visual
terms, digital
presentation
Digital has become the new main stream and
the need to utilise digital platforms/online media
channels in information dissemination has become
unavoidable.
Overtime, digital has incorporated different media
types from single images,to multiple images, to
graphics, audio bites and now videos that seem
to be priority as per the time of developing these
guide.
In this segment we breakdown elements and
components to be considered when branding
MAAIF’s online/digital content.
Color
Any communication made by or on behalf of
MAAIF will adopt the MAAIF pallete.
In no situation should video content have
unnatural filters or non natural LUTS/
unnecessary color grading that may alter the
message or the product.
At no cost should a MAAIF video be shot or
edited or published in a monochrome mode.
( Black and White).
Graphics
Branding: All MAAIF elements on visuals are to
follow the MAAIF OFFICIAL pallette as previously
broken down and all graphic content is to incorporate
the MAAIF OFFICIAL font typeface(Minion
Variable).
No material shall be published online on behalf of of
the Ministry without the official logo and thebranding
elements of the brand.
Authorisation: Materials/Media to be published
should only and only be authorised by the
Communications Office unless he/she has delegated
in writing.
Look and feel: MAAIF content is to look sleek,
present and better yet futuristic. Vintage or Retro
will not be an adopted style as it nullifies the
vision of the ministry.
34 35

TV &
Broadcast
Music & Sound
Corporate communication media like
video and sound bites will adopt a natively
composed, approved and paid music bed as
background for all it’s non-voiced content.
Talent casting
To better communicate, the creative
communication may time to time dictate that
MAAIF takes on models and actors.
Below are the guides to be followed.
MAAIF Video stories/documentaries
should follow the following guidelines
regardless of the producer or supplier.
MAAIF Videos should contain:
The official MAAIF intro and outro as
shared by the communications office.
All MAAIF stories/videos must follow the
format of story telling that tackles a problem,
etablishes a solution and impact.
A story that is not co-owned with a partner
will have the MAAIF logo at the top right
corner proportionate to the video frame and
within the safe margin always.
The model cast representing MAAIF
should meet the target audience of
the specific communication being
pushed/published and and incase the
communication is general, the the model
ashouls meet MAAIF’s personifaction
profile.
Voice Over: MAAIF will adopt voice overs
that are in line with the Ministry’s target
audience.
At no point shall creative materia l be
published that contains models with no
contracts.
Models shall possess updated contracts
with the ministry at all times to avoid
copyright infringement.
Media Profiles
Web and events will adopt the 1080p video
dimensions for broadcast online aswell as TV.
AA Quicktime or MP4 format will be the official
rendering and distribution format across all engines
and platforms.
All audios files will be shared or distributed as MP3
or WAV and in 48KHZ of stereo format.
Producer/videographer Conduct
Videographer covering MAAIF events/stories are
required to have a maximum level of decency.
They should aim for authenticity at all times.
Videographer selected should also uphold morality
and public values.
Videographers and Media suppliers are to operate
on clear running contracts and NDAs to better
protect them, the content/media collected as well
MAAIF.
36 37

Ensure that all imagery sits comfortably with the look and
feel of VIBRANCE, FRESH, NATURE, GROWTH,
DEVELOPMENT.
App or artificial effects are not to be applied to product/
environment/event or activity images/pictures as this alters
colors, feel and intention and in the long run distorts the accuracy
of details.
Agricultural products (seeds, leaves, fruits, etc) are color sensitive
and altering the color/natural look of the image automatically
translates the meaning(Variety, status and appeal).
All images coomunicating on behalf of MAAIF are to maintain
their natural feel with their vibrance and saturation - desaturating
or hazing them will distort the meaning and intention.
Images used alongside assisting graphics shall only use the applied
multiplied effect of the official pallette colors at a ratio of 1:3 to the
image.
Do not contradict or conflict with the
brand values of fresh, natural, growth and development.
Photography
Ensure the highest possible standards are upheld.
Refer to the next page for application.
Photography is a valuable tool we use
in inspiring informing and illustrating
meaning in any given communication.
38 39

Photography
explained
Variations in contrast, color,
saturation, detail, black level, and
white point adjust the appearance
and mood of a photo and should be
used to maintain consistency across
all types of photography at MAAIF.
Event
Photography is a valuable tool in inspiring
informing and illustrating meaning in any
given communication piece.
Activity
Photography is a valuable tool in inspiring
informing and illustrating meaning in any
given communication piece.
Focus & Determination
Activity
Use subtle color balance to
create a consistent visual tone.
Do not heavily saturate
photos or color balance in an
unrealistic way.
Should the need to alter the applicability of imagery to MAAIF or affiliate material,
contact the communications officer incharge for official authorisation/guidance but do
not whatsover compromise or misinterprete the Ministry’s communication.
40 41

Social Media
&Digital
Facebook Cover MockUp
Email Signatures
Social Media is our major content
distribution channel as of 2020 and
the guidelines below play a huge
part in how the Ministry will be
maximizing the different platforms.
Photos and images will contribute
75% of the content published.
Creative visuals/graphics will
contribute 20% and plain text 10%
Facebook Post types
Email signatures should have a photo of the sender, this
plays a crucial role in verification of authenticity of the
Ministry’s emails
Email signatures are to be used at normal scale to allow
optimization across different devices
Plain text will only be used in
quoting speeches and press releases
and only in situations where video
or photos were not recorded.
Twitter Page
Audio - will be adopted to
considerably deliver content
and cater to the blind and deaf
respectively.
Visuals(Video or Photos) published
online must be branded with the
MAAIF logo at all costs.
42 43

44
P.O Box 102
Entebbe - Plot 16-18,
Lugard Avenue - Entebbe, Uganda.
-
Email: info@agriculture.go.ug
Tel: 041 4320004