September 2016January 2021 About this guide The guide explains what our brand stands for, how it’s expressed, and how the creative elements fit together in all our communications. It should inspire and encourage more effective communications whenever they carry the Cape logo. A strong brand is one of the most valuable assets an organisation Contents owns – it can mean the difference between a client choosing us, 1.0 Logo 03 or one of our competitors. It is the visual and written expression 2.0 Colour 06 of everything we are, and everything we promise to deliver to our clients. 3.0 Typography 08 To make it truly impactful it needs to be applied consistently . 4.0 Imagery 12 Everyone has a part to play in doing this and bringing our brand to life – these elements are here to help you. wwwwww.hellocape.com.i-l-m.com 022