Out of Africa Safari Branding Guidelines

Out of Safari co BRAND GUIDELINES

“We believe in safari as a journey that immerses the senses and awakens the spirit. To have an encounter with wild animals in the African Bush is to discover an essential truth about ourselves and our world. For all of us who live the Out of Africa Safari Co feeling, our deepest wish is to give you the chance to experience this for yourself.” -Shan Varty founder and CEO

Out of Africa Safari Co Out of Africa Safari Co. is a luxury safari travel agency based in Nairobi, Kenya. We organize once in a lifetime adventures to East Africa where guests can stay in posh accommodations and take in the exotic wildlife and scenery. Guest comfort and satisfaction is the main focus of the customer facing side of the business, but we equally value the culture and environment around them as well. Our company has a deep focus on being environmentally friendly and leaving no carbon footprint behind. Our camps grow organic produce on site, use solar power, do not use any plastic products, and use biofuel safari vehicles. Out of Africa also deeply honors and respects the indigenous Masaai tribe in the area. They are employed for guiding, cooking, cleaning, and running the camps. They share their culture and customs with the guests by performing rituals and celebrations in the evening and sharing native foods.

Our Shared Mission Tagline The journey of self discovery begins with the intimate encounter with the wild. Mission Statement We are a socially, economically and environmentally responsible business, representing cultural standards built on a solid foundation and almost a century of exploring new frontiers, exceeding expectations, and welcoming all who cross our threshold. Out of Africa Safari Co has become a place that kindles the aspiration for a better collective future. It represents the dream of a planet abounding in open spaces, where wild animals and people live together in dignity and harmony.

Our Logo Out of Africa Safari Co logo is our Out of signature and 昀椀ngerprint. Our logo carries with it all of the good will, expertise, community contributions and legitimacy that our brand has been building within the luxury safari industry for over a century. To protect the integrity of our logo, Safari co please use it mindfully.

Logo Execution Out of Out of Out of Safari co Safari co Safari co Full color logo with yellow type Full color logo with black type Black and white logo Out of Out of Out of Safari co Safari co Safari co Full color logo with white type Yellow & white logo with white type Reversed white and black logo

The Story of Our Logo Out of Africa Safari co logo was created with mindfulness and attention to detail. It has been formatted with intention in the interest of visual balance, applicability, and impact. The light font families symbolize elegance and luxury while the painted sun symbolizes uniqueness and reliability. The soft lines and round corners represent 昀氀uidity, exploration, and movement. The impala, with its speed, grace, and agility can leap to great distances is perfect for communicating strength and power.

SALE Out of O f Out of Safari co Sfar c Safari co Do not stretch Do not replace Do not crowd logo Improper Logo Usage out of proportion. text with other with another object The power of our logo must be font protected by ensuring that the logo ari co is always presented in a consistent f Out of Sa matter. Every person who is part Out of of Out of Africa Safari co shares Safari co Safari co Out of the responsibility of being a good shepherd of Out of Africa Safari co brand. Always use approved Do not change Do not use drop Do not rotate logos as is, in their entirety. Here color or apply 昀椀lls shadows or 3D logo or its parts are examples of practices to avoid when using Out of Africa Safari co logos on your materials: Out of Out of Out of Safari co Safari co Safari co Do not add or Do not use Do not crop or remove elements without contrast obscure logo from background

Primary Brand Color Pantone Color Book Color plays a large role in the 19-6026 subconscious perception of a brand. Out of Africa Safari Co brand colors have been selected to express our C84 M41 Y76 K36 identity as a trustworthy and reliable resource to the African ecosystem. R33 G88 B67 Out of Africa Safari Co’s verdant green HEX #215843 conveys connection to the Earth and safety that we want our audience to perceive when they think of Out of Africa Safari Co.

19-6026 15-3001 15-4891 Secondary Colors C84 M41 Y76 K36 C17 M56 Y91 K2 C3 M45 Y85 K0 R33 G88 B67 R206 G128 B55 R241 G155 B63 The rest of Out of Africa Safari Co color HEX #215843 HEX #ce8037 HEX #f19b3f family includes several di昀昀erent colors to suit a variety of needs and subjects. Choose from these colors in every 17-0001 20-9003 situation where it is possible to do so. 17-3034 C32 M75 Y100 K100 C38 M82 Y85 K55 C15 M24 Y44 K0 R134 G68 B30 R92 G40 B26 R217 G190 B149 HEX #86441e HEX #5c281a HEX #d9be95 00-0001 12-1451 17-4089 C0 M0 Y0 K100 C42 M88 Y62 K62 C24 M82 Y100 K15 R35 G31 B32 R93 G32 B47 R171 G72 B72 HEX #231f20 HEX #5d202f HEX #ab4525

Proxima Nova ABCDEFGHIJKL Fonts NOPQRSTUVWXYZ Out of Africa Safari Co brand font abcdefghijklmnopqrstuvwxyz families are de昀椀ned by their clean, straight lines and modern look. They 1234567890 feature small 昀氀ourishes, emphasizing readability and scalability. FreightBigPro ABCDEFGHIJKL NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Gotham ABCDEFGHIJKL NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Paragraph Styles Title | Proxima Nova Out of Africa Safari Co paragraph Header I | FreightBig Pro Bold styles allow us to maintain Header II | FreightBig Pro Light consistency and professionalism throughout our brand, which is Body | Gotham book crucial for establishing a strong identity. By using consistent Caption | Gotham book italic paragraph styles, Out of Africa Safari Co ensure that our designs are readable, visually appealing, Pull Quote | “Proxima nova light italic” and convey our message e昀昀ectively. Call to Action | Gotham Medium

Our Voice Brand Personality A set voice for Out of Africa Safari Co in its communication re昀氀ects the Mindful Sincere brand’s personality, goals, values, areas of expertise, and provides connection Accessible Creative with the audience. This is important for Out of Africa Safari Co to build upon its Friendly Professional unique persona and create a dialogue as a trusted source of information within the African Safari travel ecosystem . Innovative Imaginative Four Elements of Brand Voice: Educated Fun • Character Inclusive Humble • Purpose • Tone • Language

Writing Written communication is e昀昀ective when the reader understands the meaning and intention. Clear and concise writing helps de昀椀ne the brand, increase credibility, and ful昀椀ll the purposes of the message. Refrain from using “The” in front of Out of Africa Safari Co Follow Associated Press Style when applicable Stop and ask yourself if you really need an exclamation point (you don’t) Communications should be fact- based, not speculative or opinion Everyone needs an editor

Graphics & Patterns All graphics used on behalf of Out of Safari Co should adhere to brand standards. Graphics are a powerful tool that can either enhance or muddle your communication e昀昀orts. Out of Safari Co graphics should be light, creative, fun, and artistic with clear intention and tasteful application that aligns with the trustworthy organization that we are. Patterns Graphic Elements Icons & Dividers

Illustrations Illustrations are an important visual component of Out of African Safari Co brand. The illustrations should capture the essence of an African Safari, and convey the unique experience that the brand seeks to o昀昀er. The illustrations should include animals that are native to Africa, such as our beloved impala, elephants, and gira昀昀es. The contour sing line style of the illustrations should be consistent and align with the brand’s overall tone aesthetic.

Icons Our brand icons are used for communicating information quickly and e昀昀ectively. In Out of Africa African Safari Co, icons can be used to depict di昀昀erent types of experiences or activities that our company o昀昀ers, such as game drives, walking safaris, or performances from the Maasai tribe. Additionally, icons can be used to represent the various animals or landmarks that customers may encounter during their safari, such as elephants, lions, acacia trees, or the Serengeti. They should also be used sparingly and strategically, to avoid overwhelming the reader with too much visual information.

Photos Photography used on behalf of Out of Africa Safari Co must be clear and crisp with a low opacity beige screen on top, (a minimum of 300 DPI for print resolution, and 72 DPI for digital publishing.) Flash photography should be avoided when possible, opting for natural or ambient lighting. Excepting social media or other live/ informal cases, photography sources should be limited to: Out of Africa Safari Co commissioned photos Adobe Stock National Geographic Free-for-commercial-use stock photo sources

“If I have ever seen magic it’s been in Africa.” -John Hemmingway