Sasol Ci Manual - Other - Page 40
5 IMAGERY 5.4 GRAPHIC IMAGERY
SASOL CI MANUAL
5.4 Graphic imagery
Graphic imagery is another way that brands can create an instantaneous and
distinctive visual impression. Sasol’s imagery adopts a strong and modern
style that complements what it stands for as a brand. This is the only style
that may be used for Sasol. Clever use of graphs, icons and illustrations
helps with the understanding of the messaging.
Simple
Graphic imagery consists of
three distinct categories:
5.3.1 Infographics
5.3.2 Charts
5.3.3 Illustrations
There are two approches
to these 3 categories:
• Simple
• Complex
In general, the Simple approach should be
used when there isn’t a lot of information
to convey. This approach incorporates a
reduced colour palette as well as less
detail in order to communicate in a
clear and direct manner. It is used when
creating corporate communications and
communication documents that need
to be sophisticated in nature.
Construction of graphic imagery
All Sasol graphic imagery is constructed
by using 3 basic shapes; triangles,
rectangles and circles. These 3 basic
shapes give enough flexibility to create
any form, shape or object that might
be required. Sasol graphic imagery is
geometric in nature and favours angular
shapes used in conjunction with circles
to create an interplay between soft and
hard shapes.
Complex
In general, the Complex approach should
be used when there is more information
to convey. This approach incorporates an
expanded colour palette as well as more
detail in order to create a content rich
and vibrant experience.
40
01
