Brand Guidelines

The document provides comprehensive brand guidelines for GreenCape to ensure visual consistency across all communications. It details the correct application of the primary mark, including prohibited modifications such as stretching or rotating. The visual identity is built around a primary palette of green and grey, supplemented by highlight and secondary colours. Typography is standardised using Galano Grotesque Alt for headings, Avenir for body copy, and Arial for digital templates. The guidelines also specify a photographic style that prioritises real-site images of green projects and people to demonstrate the reality of the green economy. Practical applications are illustrated through examples of business cards, stationery, social media assets, and presentation templates.

• GreenCape's visual identity is governed by strict rules for its primary mark, which prohibit distorting the logo by stretching, rotating it, using gradients, adding drop shadows, or placing it on backgrounds that lack contrast.
• The brand's colour palette consists of primary green and grey, highlight colours (blue, yellow, and red), and secondary colours (brown, grey, and blue). Accent colours are specifically intended to help clarify and articulate complex information.
• The typography strategy employs three distinct typefaces: Galano Grotesque Alt for headings, display type, calls to action, and quotes; Avenir for body copy in professional printed and digital materials; and Arial for Microsoft templates and HTML emailers.
• The photographic style for the brand emphasizes authenticity, requiring images of real green projects shot on site rather than using stock photography, with a specific focus on highlighting people and employment within the green economy.

APA

GreenCape (2021). Brand Guidelines. https://greencape.co.za/wp-content/uploads/2025/02/GreenCape-CI-Brand-Guidelines.pdf

Chicago

GreenCape. Brand Guidelines. 2021. https://greencape.co.za/wp-content/uploads/2025/02/GreenCape-CI-Brand-Guidelines.pdf.

Wikipedia

{{cite report |author=GreenCape |title=Brand Guidelines |date=August 2021 |url=https://greencape.co.za/wp-content/uploads/2025/02/GreenCape-CI-Brand-Guidelines.pdf |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{greencape2021brand, author = {{GreenCape}}, title = {{Brand Guidelines}}, institution = {GreenCape}, year = {2021}, month = aug, url = {https://greencape.co.za/wp-content/uploads/2025/02/GreenCape-CI-Brand-Guidelines.pdf}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }