Motor Industry Workshop Association

📋 1 Guidelines

🔗 Connections

Sector

Ngo

Region

South africa

Guideline Year

2020

Language

English

Tags

Industry

Official Websites

Brand Guidelines

2020

Brand Summary

Mission
  • To represent and uphold the interests, professionalism, and integrity of independent aftermarket workshop businesses and employees within the motor industry, ensuring consistency in brand communication and identity across all touchpoints [^1].
Core Values
  • professionalism
  • integrity
  • consistency
  • pride
  • association
  • trust
Target Audience
  • Independent aftermarket workshop businesses, their employees, partners, suppliers, and the motoring public [^2].
Personality Traits
  • bold
  • confident
  • authoritative
  • approachable
  • modern
Visual Identity Overview
  • The MIWA brand is defined by a bold, modern logo with a red and white color palette, consistent use of geometric shapes (hexagons), clear space guidelines, and a visual style that emphasizes professionalism and trust. The brand is applied across stationery, digital systems, marketing materials, and vehicle livery, ensuring a unified and recognizable presence [^3].

Categories

Brand Imagery
  • Our logo is the most visible part of our identity. It is a guarantee of professionalism and peace of mind as we represent the interests of all of our members, our partners and the motoring public.
  • The prominent version to use is the full colour version seen here.
  • Our logo is mostly used in CMYK format. This term stands for cyan, magenta, yellow, and key (black). These are the 4 process print colours used to generate all the colours seen in a printed publication. It is a subtractive colour system meaning that when these colours are added together they produce black.
  • Colour presented on digital devices and screens is done using what is known as RGB colour. RGB simply stands for red, green and blue. From these three colours, all colours on screen can be generated. It is an additive colour system meaning that when these colours are added together they produce white light.
  • Pantone is the standard system for spot colours. They are not mixed so there is no room for variance. Each colour is individually made and is constant anywhere in the world. This suits global brands that need to produce items with consistent colour around the globe.
  • CMYK: 100 90 15 30 RGB: 26 44 105 HEX: #1a2c69 PANTONE: 2757C 2757U
  • CMYK: 20 100 100 0 RGB: 201 37 43 HEX: #c9252b PANTONE: 485C 485U
  • CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #ffffff PANTONE: 11-0601 TPX Bright White
Color Palette
  • Our logo is mostly used in CMYK format. This term stands for cyan, magenta, yellow, and key (black). These are the 4 process print colours used to generate all the colours seen in a printed publication. It is a subtractive colour system meaning that when these colours are added together they produce black.
  • Colour presented on digital devices and screens is done using what is known as RGB colour. RGB simply stands for red, green and blue. From these three colours, all colours on screen can be generated. It is an additive colour system meaning that when these colours are added together they produce white light.
  • Pantone is the standard system for spot colours. They are not mixed so there is no room for variance. Each colour is individually made and is constant anywhere in the world. This suits global brands that need to produce items with consistent colour around the globe.
  • CMYK: 100 90 15 30 RGB: 26 44 105 HEX: #1a2c69 PANTONE: 2757C 2757U
  • CMYK: 20 100 100 0 RGB: 201 37 43 HEX: #c9252b PANTONE: 485C 485U
  • CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #ffffff PANTONE: 11-0601 TPX Bright White
  • Don’t stretch or condense. Don’t rotate. Don’t use gradients. Don’t use colours other than those specified here in this guide.
  • The logo is reversed out when used with any colour in our palette or when placed over a suitable photograph.
  • Only a single, solid colour from the colour palette may be applied behind the wordmark.
  • For use over a photograph please ensure that there is sufficient contrast.
Typography
  • The font used in our template is the Calibri font family. Calibri regular 11pt black.
  • The Calibri font family is used throughout.
Logo Usage
  • The prominent version to use is the full colour version seen here.
  • Our logo is mostly used in CMYK format. This term stands for cyan, magenta, yellow, and key (black). These are the 4 process print colours used to generate all the colours seen in a printed publication. It is a subtractive colour system meaning that when these colours are added together they produce black.
  • Colour presented on digital devices and screens is done using what is known as RGB colour. RGB simply stands for red, green and blue. From these three colours, all colours on screen can be generated. It is an additive colour system meaning that when these colours are added together they produce white light.
  • Pantone is the standard system for spot colours. They are not mixed so there is no room for variance. Each colour is individually made and is constant anywhere in the world. This suits global brands that need to produce items with consistent colour around the globe.
  • CMYK: 100 90 15 30 RGB: 26 44 105 HEX: #1a2c69 PANTONE: 2757C 2757U
  • CMYK: 20 100 100 0 RGB: 201 37 43 HEX: #c9252b PANTONE: 485C 485U
  • CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #ffffff PANTONE: 11-0601 TPX Bright White
Tone And Messaging
  • The corporate identity guidelines set out herein, outline our identity and look and feel. It is key that we achieve consistency across not only all of our marketing material, but also in how we communicate as an organisation. The responsibility of adhering to these guidelines, and in so doing upholding our organisa­tion’s image and integrity, rests with each and every MIWA member.
  • Our brand is more than just our logo. It is a design scheme made up of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as the MIWA brand.
  • These guidelines will assist us in maintaining consistency as we produce dynamic and powerful communications.
  • A brand, for a company, is like a reputation for a person. We earn this reputation through consistency in application.
  • Our branding is bold, confident and assertive.
  • Our branding is bold and confident but understated in these applications presenting an authoritative tone of voice.
  • Correct and consistent branding and messaging will help to entrench our brand and positioning in the minds of our motoring audience.
  • Keep in mind that the nature of the medium means that there is limited time to take in a message so less is more. Keep to the logo and the positioning line with a web address and you will ensure success.
Visual Style
  • Our logo is mostly used in CMYK format. This term stands for cyan, magenta, yellow, and key (black). These are the 4 process print colours used to generate all the colours seen in a printed publication. It is a subtractive colour system meaning that when these colours are added together they produce black.
  • Colour presented on digital devices and screens is done using what is known as RGB colour. RGB simply stands for red, green and blue. From these three colours, all colours on screen can be generated. It is an additive colour system meaning that when these colours are added together they produce white light.
  • Pantone is the standard system for spot colours. They are not mixed so there is no room for variance. Each colour is individually made and is constant anywhere in the world. This suits global brands that need to produce items with consistent colour around the globe.
  • CMYK: 100 90 15 30 RGB: 26 44 105 HEX: #1a2c69 PANTONE: 2757C 2757U
  • CMYK: 20 100 100 0 RGB: 201 37 43 HEX: #c9252b PANTONE: 485C 485U
  • CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #ffffff PANTONE: 11-0601 TPX Bright White
  • The logo is reversed out when used with any colour in our palette or when placed over a suitable photograph.
  • Only a single, solid colour from the colour palette may be applied behind the wordmark.
  • For use over a photograph please ensure that there is sufficient contrast.
  • Having sufficient space around the word mark prevents the logo from being hidden in visual clutter such as when being used in a co-branding application.
  • The clear space of the logo is determined by the “x-height”. This is a typographic unit that is measured from the baseline to the mean line. In this case, the height of the M.
  • Don’t stretch or condense. Don’t rotate. Don’t use gradients. Don’t use colours other than those specified here in this guide.
Stationery
  • Our business cards are kept uniform as seen here. Business cards must be printed at the specified size [ 90mm x 55mm] on high quality paper stock. Minimum weight should be 350gsm, matt laminated both sides.
  • Artwork templates are supplied so please refrain from recreating the artwork.
  • Letterheads are an important part of our brand’s stationery suite. The layout is as seen here. [ 210mm x 297mm ]
  • This layout is both for digital and printed use.
  • Artwork files are supplied so please refrain from recreating the artwork.
Digital Design System
  • Email signature One of the most visible mediums for our brand is the internet. If we are consistent in our communications, an expectation of how we look and what we stand for will quickly be established. The font used in our template is the Calibri font family. Calibri regular 11pt black.
  • PowerPoint template For the sake of consistency, we have Association PowerPoint templates in the resources folder. The Calibri font family is used throughout. Keep in mind that less information per slide means clearer communication. Because of our paradigm regarding printing, we naturally want to condense our information but a digital slide such as this, allows us to use as many slides as are required to communicate with clarity. Rather use more slides containing less informa­tion for your presentation.
Marketing Material
  • Here are examples of branded items to stimulate creativity. Our branding is confident and bold and makes a proud statement.
  • Vector artwork as well as colour specifications are in the resource folder. Discuss the technical details with your printer/supplier for their professional input.
  • Where space is limited such as on promotional items, the MIWA logo with Proud Association of RMI directly underneath it may be used. This logo has been specially designed and propor­tioned and only official artwork as provided by MIWA may be used. Due to small space limitations on promotional items, should there be an exception to this rule please contact MIWA for input.
  • Here are examples of our branding coming alive on examples of signage. Sign age is not just a place to display information but an opportunity to let our branding come alive strongly.
  • Note the availability of the graded workshop decal as shown here to the right. These can be ordered through the same channels here.
  • These examples show off our branding as applied to print and digital applications. Each application and colour has been considered to allow us to get the most out of our new branding materials. Our branding is bold, confident and assertive.
  • Discuss the technical details with your printer or supplier for their professional input.
  • These examples show off our branding as applied to certificates and endorsements. Framing of these items cannot always be controlled but if there is an opportunity to do so, brush steel or neutral grey is our first choice.
  • Each application and colour has been considered to allow us to get the most out of our new branding materials. Our branding is bold and confident but understated in these applications presenting an authoritative tone of voice.
  • The graded workshop certificates come in 3 star, 4 star and 5 star options.
  • These examples show off our branding as applied to vehicles. Our vehicles are an ideal place to establish our brand because of the high visibility of the medium. Correct and consistent branding and messaging will help to entrench our brand and positioning in the minds of our motoring audience.
  • Keep in mind that the nature of the medium means that there is limited time to take in a message so less is more. Keep to the logo and the positioning line with a web address and you will ensure success.
Layout And Composition
  • Everything is calculated in our designs-even the amount of white space.
  • Having sufficient space around the word mark prevents the logo from being hidden in visual clutter such as when being used in a co-branding application.
  • The clear space of the logo is determined by the “x-height”. This is a typographic unit that is measured from the baseline to the mean line. In this case, the height of the M.
  • Don’t stretch or condense. Don’t rotate. Don’t use gradients. Don’t use colours other than those specified here in this guide.
  • Business cards must be printed at the specified size [ 90mm x 55mm] on high quality paper stock. Minimum weight should be 350gsm, matt laminated both sides.
  • Artwork templates are supplied so please refrain from recreating the artwork.
  • The layout is as seen here. [ 210mm x 297mm ]
  • This layout is both for digital and printed use.
  • Artwork files are supplied so please refrain from recreating the artwork.
  • For the sake of consistency, we have Association PowerPoint templates in the resources folder. The Calibri font family is used throughout.
  • Keep in mind that less information per slide means clearer communication. Because of our paradigm regarding printing, we naturally want to condense our information but a digital slide such as this, allows us to use as many slides as are required to communicate with clarity.
  • Rather use more slides containing less informa­tion for your presentation.
🐛 Report