2. SECTION 1 | COMPANY BACKGROUND
SECTION 2 | BRAND APPEARANCE
SECTION 3 | CORPORATE TYPOGRAPHY
SECTION 4 | CORPORATE COLOUR SYSTEM
SECTION 5 | CUSTOMIZED GRID SYSTEMS
SECTION 6 | LOGO PLACEMENT
SECTION 7 | CORPORATE IMAGE STYLE
SECTION 8 | STATIONERY AND MARKETING MATERIAL
SECTION 9 | DIGITAL
SECTION 10 | SUMMARY AND CONTACT
TABLE OF
CONTENTS
CORPORATE IDENTITY
3. COMPANY
BACKGROUND
Who are we | What we do
How Exponential contributes to the MMI DNA/Essence of Financial Wellness
The Exponential Brand Egg
Brand Vision
Brand DNA
Brand Values
Our Purpose
Our Mission
Our Personality
Our Structure
Our Stakeholders
01
4. WHO WE ARE
After identifying the risk of disruption facing MMI and the wider insurance industry, not only as a result of fundamental changes in consumer
behaviour and expectations, but also due to on-going technological advances and emerging business models that are dramatically reducing
barriers to entry by innovative new tech-driven players, MMI decided to proactively head off this threat and turn it into a powerful opportunity
for growth over the long term. Accordingly, a disruptive innovation capability, called Exponential, has been set up to respond and take
advantage of this opportunity. It is charged with scanning for and potentially investing in innovative young businesses that it believes will
enhance MMI’s relevance and competitive position over the medium to long-term.
Exponential is a strategic ‘defence’ arm of MMI set up to proactively respond to and take advantage of the threat that fundamental changes in
consumer behaviour hold, their growing expectations as well as to pre-empt on-going technological advances and emerging business models.
WHAT WE DO
Exponential is specifically interested in:
• Technology-based businesses, which when combined with MMI’s assets (e.g. brand, distribution, insurance skills), show meaningful
potential to rapidly generate exponential growth in revenue and profit for MMI (Scaler opportunities);
• Technology-based businesses that have the potential to deliver significant savings in expenses for MMI’s existing business (Optimiser
opportunities); and
• Identifying and developing brand new and disruptive ventures that reach new markets, meet new needs, leverage new business models
and show the potential to fundamentally disrupt the insurance market space as we know it over slightly longer time horizons (Venture
Developer opportunities).
Considered from the perspective of the entrepreneurs, which are often unaccustomed to dealing with large corporates such as MMI, Scaler and
Optimiser opportunities offer them the potential to accelerate and bring forward their own growth curves through a partnership engagement
that is actively steered by the Exponential team. The more effective activation, marshalling and alignment of MMI resources towards Scaler
/ Optimiser initiatives through Exponential’s expert involvement, significantly raises the likelihood of an effective engagement with MMI that
delivers on the expected results for both parties, something which has often proved elusive for young, entrepreneurial firms attempting to
partner with established corporates. In the case of the Venture Developer aspect, a key pillar of the Exponential strategy is the establishment of
corporate venture capital funds whose overarching objectives are to take a long-term view and identify, invest and grow highly innovative new
businesses that have the potential to disrupt the dominant insurance business model by leveraging new technologies and/or business models.
The significant value to entrepreneurs in the Venture Developer category therefore revolves around access to capital, access to dedicated early
stage business building capabilities and access to MMI’s significant resource of intellectual property and experience across the domains of
insurance, investments and healthcare.
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5. HOW EXPONENTIAL CONTRIBUTES TO THE MMI
DNA/ESSENCE OF FINANCIAL WELLNESS
Futureproofing MMI, while leveraging new technologies and business models in pursuit of universal
Financial Wellness.
THE EXPONENTIAL BRAND EGG
The brand egg is the core of the brand, and the platform from which all brand communication originates.
It therefore forms the verbal identity for Exponential, which encompasses its vision, mission, values and
personality, which in its entirety shapes the messaging of the brand and gives it a unique, differentiated,
and identifiable voice.
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Agililty
Collaboration
Futuristic
Learning
Boldness
Integrity
Disruptive
innovation
capability
To create an exponential leap
towards client and business
financial wellness, through
disruptive innovations,
in collaboration with the
insuretech, healthtech,
fintech and welltech start-up
community and other business
partners.
6. BRAND VISION
To create an exponential leap towards client and business financial wellness, through disruptive
innovations, in collaboration with the Insuretech start-up community and other business partners.
BRAND DNA
Disruptive innovation capability
BRAND VALUES
Learning
Boldness
Integrity
Agililty
Collaboration
Futuristic
OUR PURPOSE
Scanning for, and potentially investing in, innovative young businesses that Exponential believes will
enhance MMI’s relevance and competitive position over the medium to long term.
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7. OUR MISSION
Futureproofing MMI, while leveraging new technologies and business models in pursuit of universal Financial
Wellness.
To rapidly generate exponential growth in revenue and profit for MMI through :
OUR PERSONALITY
We approach our interactions with the intent to learn/explore and collaborate with our partners. We have the
courage to go after what is right and not just what is easy. We firmly believe in the work that we do and engage
honestly with our stakeholders. We are a small team and our agility allows us to respond with the necessary
speed to changes in the environment. We have the foresight to meaningfully influence the future of the
industry, ultimately to help attain universal Financial Wellness.
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8. OUR STRUCTURE
Exponential is a wholly owned subsidiary of MMI Holdings.
We currently operate in the UK and SA.
OUR STAKEHOLDERS
1. MMI and its four client-facing brands, Momentum, Metropolitan, Guardrisk and Multiply.
2. Anthemis Group
3. Tax Tim
4. 4Di
5. Tshimologong
6. Insuretech, healthtech, fintech and so-called welltech.
BRAND APPEARANCE
The brand operates in the innovation arena, and needs to build and leverage strong brand assets
that will set it apart from others in this space. It’s interested in tech innovations in the holistic
wellness/insurance industry, and thus needs to feel “visionary & futuristic” but with a strong sense of
“groundedness”, brought by its holding company MMI Holdings. It’s sharp, techno, futuristic, “steely”,
multidimensional, fast, measured.
The way the brand shows up needs to appeal to entrepreneurs.
The activity of the brand will be mostly in the online and digital space.
The primary (yellow & grey) and secondary (red variant & steel blue variant) need to bring depth,
richness, creativity and dimension to the overall “square / cold” feel of the brand. Another brand
asset that needs to be developed and leveraged is the “X” in the logo; its application must also bring
dimension and interest. The arrow in the negative space on the "X" symbolises forward thinking and
innovation.
In creative layouts, the brand name "Exponential" is used. However, for PR pieces, the registered name of
the business "Exponential Ventures" should be used.
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9. Our logo is the key building block of our identity, the primary visual
element that identifies us. The signature is a combination of the
symbol itself and our company name – they have a fixed relationship
that should never be changed in any way.
BRAND APPEARANCE
The logo and icon
The device
Logo construction and clear space
Smaller primary logo application
Our one colour logo application
02
10. 1
2
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1) The logo
Consists of a powerful element evoking the culture
forward thinking business solution services and a
grey square background.
2) The X
The "X" is one of the brand assets that can be used
on its own to identify the brand, it can be stretched
over the page as a device. The negatice space
forms an arrow to show the future and progress.
BRAND ASSETS
THE LOGO
& ICON
It is important to keep the identity clear of any other graphic
elements. To regulate this, an exclusion zone has been established
around the corporate mark. This exclusion zone indicates the
closest any other graphic element or message can be positioned
in relation to the mark of the the symbol itself and our company
name – they have a fixed relationship that should never be
changed in any way.
Area of Isolation
LOGO CONSTRUCTION AND CLEARSPACE
11. 3
4
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3) The device
Consists of a powerful element evoking the culture
of forward thinking and this can be used at the
bottom of the page and it can also hold text and
the tagline "Innovation powered by MMI Holdings".
All company colours can be applied to this device.
4) The device (second application)
This can be used when there is no need for a lot of
copy on a page, you can fill most of the page with
this device and all company colours can be applied
to this device.
THE DEVICE
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ONE COLOUR LOGO
APPLICATION
1 2
ONE TONAL LOGO REVERSED
1) Flat logo on background colour
can be used on fabric or coarse material such as
t-shirts, caps and flags.
Recommended formats are:
.eps | .ai | .png | .jpg | .tiff
Please note that the full colour Identity on white is the primary application of the Exponential Brand. The full colour
flat identity can be used when the production or printing process does not allow you to produce good enough
quality to print the gradients in the full colour tonal identity.
Please note that the single colour identity on white is the primary application of the Exponential Brand (where a
one colour identity is necessary). The single colour reversal is only to be used in select circumstances where the
primary application cannot be used.
ONE TONAL LOGO
FULL COLOUR & REVERSAL OF IDENTITY - FLAT
ONE COLOUR AND REVERSAL OF IDENTITY
1
1) One tonal logo
2) One tonal logo reversed
Attention:
The flat logo version on dark should be used sparingly
as the primary logo on white needs to be used wherever
possible, on all marketing material and collateral.
13. Typographic hierarchy is another form of visual hierarchy, a
sub-hierarchy in an overall design project. Typographic hierarchy
presents lettering so that the most important words are displayed
with the most impact so users can scan text for key information.
Typographic hierarchy creates contrast between elements. There
are a variety of ways you can create a sense of hierarchy. Here are
some of the most common techniques for Exponential.
THE CORPORATE
TYPOGRAPHY
Corporate font introduction
Digital and corporate font substitute
03
15. Exponential Brand Guidelines
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CONTEXT TEXT
AND INNER HEADLINES
HEADLINES AND
TYPOBREAKS
Caption text
Copy text
Headlines
copy text
Sublines
sections
EXPONENTIAL
-
Calibri Regular
6 pt Type / 9 pt Leading
EXPONENTIAL
-
Calibri Regular
8 pt Type / 11 pt Leading
EXPONENTIAL
-
Calibri Regular - Capital Letters
10pt Type / 10pt Leading
EXPONENTIAL
-
Calibri Bold - Capital Letters
16pt Type / 16pt Leading
EXPONENTIAL-
Calibri Bold - Capital Letters
34pt Type / 30 pt Leading
Big headlines
and title
TYPOGRAPHY AND TEXT
HIERARCHY
17. Colour plays an important role in the Exponential corporate
identity program. The colours below are recommendations for
various media. A palette of primary colours has been developed,
which comprise the Exponential colour scheme. Consistent use of
these colours will contribute to the cohesive and harmonious look
of the Exponential brand identity across all relevant media. Always
refer to these colour palettes and colour codes when using the
corporate colours to ensure consistency.
CORPORATE COLOUR
SYSTEM
THE PRIMARY COLOUR SYSTEM
AND COLOUR CODES
Primary colour system
Secondary colour system
04
18. Exponential Brand Guidelines
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PRIMARY COLOUR
60% BLACK
-
COLOUR CODES
CMYK : C0 M0 Y0 K60
Pantone : -
RGB : R135 G135 B135
Web : #878787
PRIMARY COLOUR
AMBER
-
COLOUR CODES
CMYK : C6 M36 Y100 K0
Pantone : 124C
RGB : R237 G170 B0
Web : #EDAA00
PRIMARY COLOUR SYSTEM
-
Usage:
Use them as the dominant colour
palette for all internal and external
visual presentations of the company.
Explanation:
Exponential has two official primary colours:
grey and amber. These colours have become a
recognisable identifier for the company.
COLOUR TONES COLOUR TONES
100 % 100 %60 % 60 %80 % 80 %40 % 40 %20 % 20 %
19. Exponential Brand Guidelines
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SECONDARY COLOUR
PASTEL RED
-
SECONDARY COLOUR
TURQUOISE
-
SECONDARY COLOUR SYSTEM
-
Usage:
Secondary colours should be used
primarily to showcase any and all
internal affairs. The secondary colour
palette is the key identifier between
the different internal departments. The colour
palette needs to be used as a distinguishing element
and not an accent element per se.
Explanation:
The secondary colours are complementary to our
official colours, but are not recognisable identifiers
for our company. Secondary colours should be used
sparingly (less than 10 % of the palette in one piece).
RGB : R195 G58 B50
Web : #C33A32
CMYK : C17 M91 Y89 K6
Pantone : 180C
RGB : R135 G170 B177
Web : #d89b2b
CMYK : C53 M23 Y29 K0
Pantone : 5493C
Tones
Tones
21. In graphic design, a grid is a structure made up of a
series of intersecting straight (vertical, horizontal,
and angular) or curved guide lines used to structure
content. The grid serves as an armature on which
a designer can organise graphic elements (images,
glyphs, paragraphs) in a rational, easy to absorb
manner. A grid can be used to organise graphic
elements in relation to a page, to other graphic
elements on the page, or relation to other parts of
the same graphic element or shape. A simple grid
has been created to control the sizing, proportions
and positioning of the Exponential identity and
visual language.
The height of the format is divided into
10 (y), and the width of the format is
divided into 4 (x). Please note the 10 (y)
4(x) grid is scalable and can be applied
to any format. The cell specific sizes
below are limited to the document size
specified and will change according to
the document size.
10y
29.7 mm
52.5 mm
21 mm
74.25 mm
10y
4x
52.5 mm
24.75 mm
10y
4x
10y
4x
Document size: A4 Portrait
Document size: A4 Landscape
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CUSTOMISED GRID
SYSTEMS
-
VARIOUS GRID SYSTEM
EXAMPLES
23. The height of the format is divided into 10 (y), and
the width of the format is divided into 4 (x). Please
note the 10 (y) 4(x) grid is scalable and can be
applied to any format.
LOGO PLACEMENT
-
VARIOUS GRID SYSTEM
EXAMPLES
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10y
29.7 mm
52.5 mm
21 mm
74.25 mm
10y
4x
52.5 mm
24.75 mm
10y
4x
10y
4x
Document size: A4 Portrait
Document size: A4 Landscape
24. Whenever there is co-branding needed in a document with any of our partners, the partner logo needs to
be 80% of the Exponential logo. This will ensure visual hierachy is achieved and the Exponential brand is
the focal point of the communication.
CO-BRANDING DISPLAY EXAMPLE
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10y
29.7 mm
52.5 mm
Document size: A4 Portrait
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CORPORATE IMAGE
-
Corporate images are responsible to transfer the values
of Exponential Ventures to our employees or our potential
customers. It is a composite psychological impression that
continually changes with the firm’s circumstances, media
coverage, performance, pronouncements, etc. Exponential
Ventures use various corporate images and should show the
evolution of technolgy.
EXPONENTIAL CORPORATE
IMAGE SYSTEM:
-
Requirements:
Futuristic
Clean look
Minimalistic look
Modern and casual corporate
High technology
Partnering/connecting
27. Exponential Brand Guidelines
27 // 43
Always choose images that will depict a futuristic feel or evolution
as this will bring out the values of the business. It is recommended
to use images that have a shade of one of the company colours.
EXPONENTIAL CORPORATE
IMAGE SYSTEM:
-
Requirements:
Futuristic
Clean look
Minimalistic look
Modern and casual corporate
High technology
Partnering/connecting
28. Stationery is a primary means of communication and it is essential
that every application be a consistent reflection of our corporate
identity. There is only one approved design format for all
corporate and business unit stationery, although there are slight
variations in size and content for different regions of the world.
This section illustrates approved layouts for standard SA business
stationery. It includes specifications for typography, colour,
printing method, paper stock and word processing stationery.
Brand management guidelines do not include invoices, bills of
lading, credit letters, business forms, checks, email tags or other
business processes.
STATIONERY AND
MARKETING MATERIAL
INTERNAL PAPER
STATIONERY
The company word documents and letterhead
Business cards
Email signature
Presentation cover and slides
Company folders
Brochure
08
29. Exponential ventures
The Rex Building, 62 Queen Street
EC4R 1EB,
London
Contact
Tel:
Email:
Website : www.exponentialventures.io
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THE COMPANY WORD DOCUMENTS AND
LETTERHEAD
Usage:
The Word documents and
letterhead will be used for all official
communication used to relay
messages to employees or clients.
Explanation:
This shows the approved layouts with the primary
elements of the Exponential stationery system for
the front of the of the Word documents .
Dimensions
297 x 210mm
A4
PARAMETER
30. Jaco Oosthuizen
Chief ExponenƟal Officer
ExponenƟal Ventures
The Rex Building, 62 Queen Street, London EC4R 1EB
T +44(0) 1172 805 120 M +44(0) 7841 861 794
E jaco.oosthuizen@exponenƟalventures.io
www.exponenƟalventures.io
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BUSINESS CARD
-
Explanation:
Business card with company font and devices at the
bottom of the design.
31. Jaco Oosthuizen
Chief Exponential Officer
Exponential Ventures
The Rex Building,62 Queen Street, London EC4R 1EB
T +44(0) 1172 805 120 M +44(0) 7841 861 794
E jaco.oosthuizen@exponentialventures.io
www.exponentialventures.io
Dan Smith
Managing Partner: Global Investments
ExponenƟal Ventures
The Rex Building,62 Queen Street, London EC4R 1EB
M +44(0) 7710 442 170
E dan.smith@exponenƟalventures.io
www.exponenƟalventures.io
EMAIL SIGNATURE
-
Explanation:
Email signature with company font and device at the
bottom of the design.
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32. Exponential Brand Guidelines
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-
Usage:
Corporate presentations for internal and external
use.
PRESENTATION COVER AND SLIDES
SLIDE HEADING
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FOLDERS
-
Usage:
The folders will be used for all official
communication that is going out of the
company.
Explanation:
This shows the approved layouts with the primary
elements of the Exponential stationery system for
the folders.
35. POSTERS (FOR OFFICE USE)
-
Usage:
This layout will be used for all official
communication that is going out to
employees.
Explanation:
This shows the approved layouts with the primary
elements of the Exponential stationery system for
the creation of posters.
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36. A digital presence is essential given that we in an era where almost
everything is digital. Technology and most communication is
internet based so it is important for Exponential to have a very
strong digital presence through the mediums below.
DIGITAL
WEB ELEMENTS AND SOCIAL MEDIA
The emailer and newsletter
Web banners
Facebook and Twitter
09
37. Exponential Brand Guidelines
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THE COMPANY EMAILER & NEWSLETTER
-
Usage:
This layout will be used for all official
communication that is going out to
employees or clients.
Explanation:
This shows the approved layouts with the primary
elements of the Exponential stationery system for
the creation of emailers and newsletters.
38. Exponential Brand Guidelines
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-
Explanation:
The container stretches to the very right edge of
all portrait banners. The logo can either be placed
above or below the image.
WEB BANNERS
Usage:
Web banners are used on the web but
can be used on the Intranet.
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-
Explanation:
Generic Banners with no images and a portrait
banner with a different layout.
WEB BANNERS
Usage:
Web banners are used on the web but
can be used on the Intranet.
42. Address
Exponential Ventures
The Rex Building, 62 Queen Street
EC4R 1EB, London
268 West Avenue, Centurion, 0157,
PO Box 7400, Centurion, 0046
Phone & Fax
Phone:
Fax:
Online
Email: info@exponentialventures.io
Website: www.exponentialventures.io
www.mmiholdings.com
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A SHORT SUMMARY
A brand is a collection of symbols, experiences and associations that shape how others perceive a product, service, or
company. A logo alone, for example, is not a brand but simply a component of a brand. Similarly, websites, brochures,
events, and even people can also be representatives of a brand.
A strong brand is usually synonymous with trust in the hearts and minds of an organisation’s public. This trust can
be built over time through careful positioning of the brand at every touch point, or it can be tarnished in an instant
when an organisation fails to deliver on the expectations of its audiences. This brand trust can be reinforced through
stronger alignment of messaging and visual representation.
Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of
individuality that can help to differentiate the organisation within its competitive environment.
When well managed, a corporate identity can be a powerful means of integrating the many disciplines and activities
essential to an organisation’s success. It can also provide the visual cohesion necessary to ensure that all corporate
communications are coherent with each other and result in an image consistent with the organisation’s ethos and
character.
