Switch Brand Guide

BRAND
2 0 2 2 / V 1
GUIDE
INDEX
INTRODUCTION
Using the Brand Guide 03
Contact Information 03
About the Switch Energy 04
Brand Introduction 06
Brand Personality 10
THE IDENTITY
Logo Orientation 16
Logo Colour Application 17
Logo Clearspace Guidelines 18
Logo Sizing Guidelines 18
Symbol Usage and Application 19
Logo Don’ts 20
Sub Logo’s / Partnership Identities 21
Alternate Applications 23
TYPOGRAPHY
Font Family - Print/Social Application 25
Font Family - Digital Application: Web 26
Font Family - Digital Application: System/In-house 27
Typography Application 28
WWW.DRINKSWITCH.CO.ZA
COLOUR SYSTEM
Primary Colour Palette 30
Springbok Sponsorship 31
Secondary Colour Palette 32
BRAND APPLICATION BASICS

Logo Ratio / Margins / Placement 34
Grids & Graphic Devices 35
Textures / Patterns 36
Imagery Selection 37
Tone of Voice 38
2
USING THE
BRAND GUIDE
The Switch Energy Brand Guide is imperative for the preservation of
brand integrity across all marketing platforms. This guide will serve as
a basic tool set for the successful implementation and extension of the
brand across all marketing/branding/advertising mediums, ensuring
continuity and uniformity of the identity throughout.
This guide also allows for considerable fluidity in application as the

Switch Energy brand will be subject to extension onto a myriad of
platforms - each with its own restrictions or capabilities. Allowing a
controlled flexibility within the brand application rules will ensure ease
of implementation on all mediums whilst maintaining the desired level
of brand continuity.
Should you have any brand related queries or require further guidance feel
free to contact the Switch Energy brand manager:
ZHURAAN GLADE
T: 072 276 2616
E: marketing@drinkswitch.co.za
3
ABOUT
The Alternative Power beverage company was established in 2O14 with
the aim of producing energy drinks and sodas that satisfy the unique
demands of a diverse market. The company has developed a distinctive
product range that is uncompromising in ingredients, flavour and style.
Committed to quality and affordability The Alternative Power (Pty) Ltd,

a proudly South African company, has been breaking boundaries with
Switch Energy Drink since 2014, bringing a demanding and diverse
market an out of this world taste experience, all while boosting energy
levels and keeping the market going.
Owning the game with a distinctive product range that is

uncompromising in ingredients, flavour and style. Switch Energy Drink
only uses world class syrups and the best local ingredients, packaged
in the funkiest designs – more is more and with this kind of no-holds-
barred attitude, Switch Energy Drink stands out in the crowd, there
simply is no better alternative!
The Alternative Power not only offers its own diverse products, but also
manufactures and develops private label flavours and brands to suit
client needs.
4
BREAKING
THE
MOULD
Brand Introduction
6
THE
CHAMELEON
A brand’s strength, relevance and ultimate longevity lies in its ability to
adapt and move with its consumer. The Switch brand is FLUID and FLEXIBLE.
It adapts, changes, evolves, grows, flows and expands with its consumers.
It’s the proverbial chameleon that can adapt to a diverse market across most
ages, races, genders, cultures and tastes.
By allowing the Switch brand considerable liberation from the conventional

brand ‘rules’ it has the room to move and grow and transform with its
consumer trends and needs. This will keep the brand relevant, on trend
and on course for future growth.
7
BREAKING BREAKING BREAKING BREAKING
FREE RULES BOUNDARIES CONVENTION
LET GO OF THE NORM QUESTION EVERYTHING TRUST YOUR TRACK RECORD DON’T FALL IN LINE
Free from monotony. Who says energy drinks Who knew that doing things Convention kills creativity. So break
Free from boredom. need to be expensive? differently would result in such away from the pack. Be the one
Free from normal. a successful brand. that stands out. Be so different, so
Who says your packaging categorically authentic, that there is
Delicious product, needs to look the same? Who knew that going against the grain simply no comparison, and no contest.
interesting packaging, will result in so much gain.
attractive price. Who says you can’t market
to everyone? Who knew that atypical
Life is too short would become the extraordinary.
to be boring. Who says you can’t be
revolutionary? Who knew? Switch did.
8
ECLECTIC
ENERGY
A brand for everyone.
Eclectic energy is a celebration of diversity. Driven and inspired by ideas,
styles and tastes from a broad and diverse range of sources. The perfect
brand philosophy for a rainbow nation and eventually the world.
9
bold edgy diverse unapologetic
brave unique fresh proud
trendy unconventional attitude retro
cool eccentric progressive unpolished
offbeat eclectic non-traditional raw
energetic urban dynamic real
quirky creative confident honest
adventurous individual gutsy authentic
BRAND
PERSONALITY
10
* SWITCH
IS ABOUT
YOUYOUR journey
YOUR style
YOUR taste
YOUR experience
YOUR voice
YOUR identity
YOUR expression
YOUR dreams
YOUR goals
YOUR energy
11
Brand Name Enforcement & Call to Action
SWITCH YOUR journey
YOUR
YOUR style
YOUR taste
YOUR experience
ENERGY
YOUR voice
YOUR identity
YOUR expression
YOUR dreams
YOUR goals
Slogan Consumer Ownership
12
WHEN Advance
Forge Ahead
Augment
Enhance
YOU Lift
Boost
Mature
Update
SWITCH
Pick Up Become Better
Intensify Get Ahead
YOUR
Turn It Up Move Forward
Push Ahead Scale up
ENERGY
Increase Develop
Improve Progress
Evolve Grow
YOU... Elevate
Fine-tune
Strengthen
Upgrade
Fortify Go Places
Modernise Refine
Optimise Revolutionise
Thrive Transform
Beef Up Better
Build Cultivate
Drive Forward Expand
Extend Further
Enrich
Flourish
Make Headway
13
SWITCH
YOUR ENERGY
A brand that fits YOU
Switch Energy is a young-at-heart brand – and it attracts the attention
of a young and diverse market. It’s a generation that is obsessed with
personal ‘branding’ – standing out, being different, not following the
masses. It’s a generation that puts emphasis and value on the ‘YOU’ and
not so much on the ‘US’. They want to be unique – in everything, from
fashion to consumables to general lifestyle.
They thrive on motivation, recognition, distinction.
They find convention ironic, boring and unappealing. They have an

appetite for authentic. They want to stand out instead of standing back.
They want to make their own way rather than follow the map. They want
to be seen and heard as individuals. They associate with alternative
brands that embraces and celebrates individuality.
The Switch Energy brand must remain fluid in all instances of application
- to maintain relevance and keep in tune with current trends. The benefit
of an eclectic and adaptive brand is that it can morph and take shape to
suit its surroundings without compromising the overall brand reputation.
With a few spacious brand guidelines applied correctly, the brand will
remain free to evolve and continue to grow in it’s own space. This guide
will supply you with the proverbial golden thread rules which will serve
as the base for all future design application.
14
BORN TO
BE WILD
The Identity
15
LOGO Primary Logo: Landscape
ORIENTATION
The primary landscape Switch Energy identity must

be used in all instances with the exception of the
stacked/portrait identity being used ONLY if available
branding/placement area is strictly suitable for a
stacked/portrait format.
The primary Switch Energy logo may also be applied

in a vertical position to accommodate strictly portrait
formats if necessary.
Alternate Logo: Stacked/Portrait (For singular branding exceptions only)
16
LOGO COLOUR
APPLICATION
PRIMARY LOGO COLOUR

1 Black & Red on a light background
2 White & Red on a dark background
ALTERNATE/CAMPAIGN-SPECIFIC
The Switch Energy logo must be applied in 2 colours at all times.
The ‘Switch’ logotype must be the first and dominant colour

(colour dominance must be ascertained by the relevant
background the logo will appear on - whether it be flat colour
or an image/pattern). Colour dominance refers to the strongest in
contrast and most legible on the background.
The icon and the ‘Energy Drink’ wording are to appear in the
secondary colour. The only exception for the above is in the
instance of strictly single-colour branding.
The Switch Energy logo colour application will remain fluid and
can be adapted to suite the relevant artwork colour palette.
17
LOGO LOGO
C L E A R S PAC E SIZING
To ensure legibility of the logo unit, the minimum size allowed is 7mm high for print
0.5 X
application (300dpi) and 38px high for digital application (72dpi).
X When using the symbol only, the minimum size allowed is 3mm high for print application
0.5 X
(300dpi) and 18px high for digital application (72dpi).
0.5 X
Minimum size allowed for logo unit:
Print Digital
Application: Application:
7mm high 38px high
The Switch Energy logo must have sufficient clearspace
on all sides to ensure its distinction from all other graphic
elements. This will ensure the logo’s graphic impact and
prominence on all marketing mediums.
If the ‘H’ height = X, then the minimum requirement for logo Minimum size allowed for symbol only:
clearspace will be equal to X.
Print Digital
Application: Application:
3mm high 18px high
18
SYMBOL USAGE
& APPLICATION
Solid Colour Outlined Inverted Cropped Pattern
Photo/Texture Fill Knockout Overlay Photo/Page Corner Tone on Tone
19
LOGO
DON’TS
1 2 3 4
SWITCH
5 6 7 8
9 10 11 12
1 Don’t change the size ratio of the identity elements 7 Don’t stretch or distort the logo
2 Don’t change the Switch word mark font 8 Don’t place the logo in any other holding shape other than stipulated
3 Don’t add any effects to the logo 9 Don’t use the logo in a keyline variation. Only the icon may be used as an outline when applied on it’s own.
4 Don’t rotate the logo diagonally (45°). 90° Rotation allowed. 10 Don’t use a fade or transparency on the logo
5 Don’t flip the logo 11 Don’t change the icon or add other elements to it
6 Don’t rotate the icon 12 Don’t alter the logo element structure
20
SUB LOGO’S:
PEOPLE OF SWITCH
The Switch Energy logo colour application principles apply

to the People of Switch logo.
The People of Switch logo colour application will remain

fluid and can be adapted to suite the relevant artwork
colour palette.
21
PA RT N E R S H I P LO G O’ S : A
SPRINGBOKS
As per strict rules supplied by SARU the Proud Partner Springboks/Switch identity may
only be used in the three colour combinations as shown in A, B and C. No other colour
variations are allowed. No alteration of any part of this identity is allowed. The Proud
Partner logo must always be accompanied by the tagline ‘Official Energy Drink Supplier to
the Springboks’. Depending on available space the Proud Partner logo and the tagline can
be stacked or used side by side as demonstrated below:
OFFICIAL ENERGY
DRINK SUPPLIER TO
THE SPRINGBOKS
C
OFFICIAL ENERGY DRINK SUPPLIER

TO THE SPRINGBOKS
22
A LT E R N AT E A
APPLICATIONS
A PACKAGING
Due to limited available branding space on the product
packaging (specifically referencing the cans) the Switch
logo is used with the ‘Energy Drink’ descriptor line
omitted.

B SPRINGBOK SPONSORSHIP - KIT SHORTS BRANDING
A modified version of the Switch logo was created
for maximum visual impact and display on the Springbok
game kit shorts. This version of the logo was created for this
B
sole purpose and may not be distributed or implemented on
any other brand extension whatsoever.
C ALTERNATE PRODUCTS
This by-line must be included on all alternative non-energy
products’ packaging. It serves as a visual link to the already
established and trusted Switch Energy brand - which in
turn lends credibility and familiarity to a new product on
the market.
C
23
NEVER USE
COMIC SANS,
EVER.
Typography
24
T Y P O G R A P H Y:
PRINT/SOCIAL
All font specifications for print media are relevant to social media artwork.
aA Proxima Nova Black
A
abcdefghijklmnopqrstuvwxyz
0123456789
aA Proxima Nova Extra Bold
0123456789
aA Proxima Nova Bold
0123456789
aA Proxima Nova Semi Bold
0123456789
aA Proxima Nova Regular
0123456789
aA Proxima Nova Light
0123456789
25
DIGITAL - WEBSITE
Similar fonts (in style / weight) selected from the Google fonts catalogue will replace the
print-relevant fonts to ensure 100% compatibility with most web development platforms
enabling seamless integration and extension of the brand onto a website.
aA
Montserrat Black
0123456789
aA
Montserrat Extra Bold
0123456789
aA
Montserrat Bold
0123456789
aA
Montserrat Semi Bold
0123456789
aA
Montserrat Medium
0123456789
aA
Montserrat Light
0123456789 26
A
DIGITAL - SYSTEM/IN-HOUSE
EMAILS & MICROSOFT OFFICE APPLICATIONS
To ensure a degree of continuity between print and digital fonts for Switch Energy,
universal system fonts must be used on digital applications like the Microsoft Office suite
including MS Word, MS Powerpoint and MS Excel. This will enable ease of editing of
corporate documents for internal use/circulation.
aA
Calibri Light
0123456789
aA
Calibri Regular
0123456789
aA
Calibri Bold
0123456789
PRINT VS SYSTEM FONT COMPARISON:
PROXIMA NOVA CALIBRI
The quick brown fox jumps The quick brown fox jumps
over the lazy dog over the lazy dog
The quick brown fox jumps The quick brown fox jumps
over the lazy dog over the lazy dog
27
TYPOGRAPHY
SAMPLE APPLICATIONS
ALL
CAPS THIS OUT- BIG
LINED AND
TIGHT KERNING
& LEADING IS BOLD
Increase stroke weight
CROP
for ease of legibility
PED GRADIENT
FILL
REPETITION W I D E OP
REPETITION
REPETITION
REPETITION
K E R N I N G
R
AC
TIV
E EN
INTE
REPETITION
HELLO
INTE
REPETITION
REPETITION
REPETITION
R
A
CTIVE
REPETITION
REPETITION L E A D I N G
REPETITION IMAGE/TEXTURE
FILL COMPOSITION
28
I REALLY
LIKE YOUR
TONES
Colour System
29
COLOUR SYSTEM
P R I M A RY C O LO U R PA L E T T E
WHITE
C0 M0 Y0 K0
Pantone: White
R255 G255 B255
Hex: ffffff
BLACK
C50 M50 Y0 K100 (Mixed Black)
Pantone: Black
R0 G0 B0
Hex: 000000
RED
C0 M100 Y100 K0
Pantone: 185
R0 G106 B95
Hex: ed1c24
30
COLOUR SYSTEM
S P R I N G B O K C O LO U R PA L E T T E
WHITE BLACK
C0 M0 Y0 K0 C50 M50 Y0 K100 (Mixed Black)
Pantone: White Pantone: Black
R255 G255 B255 R0 G0 B0
Hex: ffffff Hex: 000000
SPRINGBOK GREEN SPRINGBOK GRADIENT

C90 M36 Y98 K32 FROM C93 M24 Y85 K68
Pantone: 349 TO C913 M4 Y100 K25
R0 G95 B50
Hex: 045f32
SPRINGBOK GOLD C A M PA I G N G R E E N
C0 M24 Y94 K0 C30 M0 Y100 K0
Pantone: 123 Pantone: 382
R255 G195 B37 R191 G215 B48
Hex: fec325 Hex: bfd730
31
COLOUR SYSTEM
S E C O N DA RY C O LO U R PA L E T T E
The secondary colour palette for Switch Energy is fluid and can be adapted
according to needs and trends.
Bright, bold colours are best suited as a secondary palette. The bright colours ensure visual
impact, contrast and legibility when paired with images or textured backgrounds. The secondary
palette can be combined with more subdued colours for a tone on tone effect. As long as there is
always a strong balance between bright versus muted colours.
Secondary colours will be adapted to suit the relevant artwork/campaign and can be applied in
various combinations to created the desired visual effect.
COMPLIMENTARY
Complimentary colour combinations create a vibrant, energetic look without the colours
having to fight each other for attention.
HIGH CONTRACT
High contrast colour combinations make for powerful visuals. The striking combinations add
showstopper features to a design - and can be utilized to direct immediate attention to the primary
message/visual. High contrast combinations can also steer the creative towards a more edgy and
aggressive style.
TONE ON TONE
Tone on tone pairing of colours allow for a more subtle visual, setting the stage for other elements
to come forward and draw more attention in the overall design.
32
NO YAWN,
ONLY YOH!
Brand Application Basics
33
LOGO RATIO, LOGO
MARGINS PLACEMENT
LANDSCAPE:
5%
The logo height must
be minimum* 5% of 5%
the total width of 5%
the visual area.
5%
PORTRAIT: 5%
The logo height must Icon placement on social media artwork
5%
Margins = Minimum 5% of total height

be minimum* 5% of
the total height of 5%
the visual area.
5%
MARGINS: 5%
Minimum of 5% of 5%
the logo height.
5% Logo Height = Minimum 5% of
total page height
5%
5%
5%
A B C
5%
5%
5%
*Not limited to:
Sizes specified are 5%
minimum requirement
only. Logo sizes 5%
exceeding 5% ratio
A Vertical placement in any corner (text should always run upwards)
are permitted should
5% Margins = Minimum 5% of total height B Centered horizontal placement top or bottom
the layout require it.
C Horizontal placement in any corner
Logo Height = Minimum 5% of total page width
5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5%
Margins = Minimum 5% of total width

34
GRIDS & The Switch Energy grids are open composition. This allows the basic graphic devices to still move around
in a structured fashion to find the best position in relation to each other to suit the ratio/orientation of
GRAPHIC DEVICES: the medium. On social media artwork the icon and # can be used (although not mandatory). All print &
outdoor artwork must include the full logo, web address and social media icons. The # is not mandatory
on print & outdoor artwork but can be included if layout space allows.
SAMPLE
LINE
SAMPLE
LINE
SAMPLE
LINE
SAMPLE
LINE
SAMPLE SAMPLE
LINE LINE
35
TEXTURES
& PAT T E R N S
36
IMAGERY
SELECTION
BOLD
Bold, in-your-face imagery for maximum visual impact.
DYNAMIC
Striking angles, close-ups and colour blocking.
INTRIGUING
Curious subjects and interesting cropping methods that
will draw the eye. Visually textured imagery that adds
interest and dimension. Visuals that grabs attention and
the imagination to engage the audience.
INCLUSIVE
Models, cultures and scenery that compliments and
showcases the South African rainbow nation. Across all
ages, races, genders and interests.
REAL
Real-moment, journalistic style images. Experiences,
events, movement, the hustle. The heroes, their stories,
their journeys. Their motivation. Street style, urban
eclectic. Unedited, raw and authentic. Lives lived and
stories told.
37
TONE OF VOICE
YOUTHFUL
ENERGETIC
QUIRKY
BRAZEN
TRENDY
ENTHUSIASTIC
UPLIFTING
INSPIRING
38

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BRAND

BRAND APPLICATION BASICS

This guide also allows for considerable fluidity in application as the

Committed to quality and affordability The Alternative Power (Pty) Ltd,

Owning the game with a distinctive product range that is

By allowing the Switch brand considerable liberation from the conventional

SWITCH YOUR journey

They thrive on motivation, recognition, distinction.

They find convention ironic, boring and unappealing. They have an

The primary landscape Switch Energy identity must

The primary Switch Energy logo may also be applied

Alternate Logo: Stacked/Portrait (For singular branding exceptions only)

PRIMARY LOGO COLOUR

The ‘Switch’ logotype must be the first and dominant colour

(300dpi) and 18px high for digital application (72dpi).

Solid Colour Outlined Inverted Cropped Pattern

The Switch Energy logo colour application principles apply

The People of Switch logo colour application will remain

OFFICIAL ENERGY DRINK SUPPLIER

aA Proxima Nova Black

aA Proxima Nova Extra Bold

aA Proxima Nova Bold

aA Proxima Nova Semi Bold

aA Proxima Nova Light

PROXIMA NOVA CALIBRI

SPRINGBOK GREEN SPRINGBOK GRADIENT

Margins = Minimum 5% of total height

Logo Height = Minimum 5% of total page width

Margins = Minimum 5% of total width

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