This document provides brand guidelines for Evergreen Holdings. It outlines the company's brand story, values, logo usage, photography style, typography, and color palette. The logo represents Evergreen's heritage in forestry through a pine tree symbol, growth through an upward arrow, and a new era through the letter E. Photography should reflect the company's driven and innovative culture. Montserrat is the official font and greens, black, and white make up the color palette.

1. BRAND
BOOK

2. This is
Evergreen
01. The Evergreen Story
02. Our Brand
03. The Logo
04. Usage
05. Colours
06. Typography
07. Icons and Patterns
08. At a Glance
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brand guidelines

4. This multifaceted approach
has led to consistent growth
and has fostered an internal IP
that allows our team to deliver on
contracts generally considered
beyond a company of Evergreen's
size. Driven by a need to explore,
Evergreen trades, transacts and
invests in Africa, Asia, Europe,
North America and the GCC.
The formation of Evergreen
Holdings reflects a commitment
to our core values, and aims to
introduce a sound corporate
framework to build the
organisation around. Through the
creation of a purposeful brand at
a group level, we remain true to
the company's founding
principle: accepting the status
quo is not an option.
Evergreen Holdings is the life's
work of the founder Martin Lloyd
Flavell, affectionately known as
'Feasibility Flavell', a man with a
hunger to build businesses and
desire to win.
Set in the picturesque timber belt
of the KZN Midlands, Evergreen is
built on a foundation of forestry
and lumber processing that is
likely to remain the heart of the
business moving forward. That
said, Martin's commitment to
diversification has seen Evergreen
weather storms and grow in
tough market conditions.
Over the years, the company has
added private equity,
agrifinancing, real estate and
trading to its portfolio of activities.
3
The
Evergreen
Story
brand guidelines

7. Over the past thirty years ,
Evergreen has grown in revenue
and market share without
growing vastly in people.
As the company embarks on the
next chapter, our commitment is
to stay true to our foundations
while being bolder, diversifying
wider and stretching higher.
People are, and will always be,
our core strength
A brand isn’t a logo or images or
signage or stationery. It’s not the
website. The brand is what
people think of us, what they say
about us, how we act and the
knowledge we build.
Martin Flavell & Associates was
built on a foundation of
excellence, on a fierce desire to
succeed and a determination to
out work, out think and out play.
Our
Brand
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8. 7
Why we exist
To translate knowledge and resources into wealth
brand guidelines
What we do
Create value through exceptional people working with valuable resources

9. 8
Evergreen has four core values. These values guide who we hire,
how we work and who thrives within the company. We believe that
working by these four values has been behind our success to date,
and will continue to guide our success in future.
“If people believe they share values with a
company, they will stay loyal to the brand.”
Howard Schultz
Starbucks CEO
How we behave
brand guidelines

10. 9
brand guidelines
Take calculated risks
Be entrepreneurial in
your approach
True failure is not offering
or asking for help
Integrity in your dealings
Commitment to excellence
Act in the company’s interest
Driven to meet targets
Desire and ability to
maximise returns
Develop and share IP
Perform when no one
is watching
Good isn’t good enough
Loyalty & competitiveness
The Will
to Win
Fail
Forward
Absolute
Professionalism
Create
Wealth

11. 10
Evergreen is a ruler company.
The company’s core strength is in extracting surplus value from a natural resource.
Many successful extractors, like mining companies and Wall Street firms share this Ruler
orientation. Ruler companies are usually led from the top by a strong personality. There’s
a tendency towards being lean and focused, a demand for excellence and a need for
order. Ruler companies command loyalty, demand respect and build deep relationships
with critical people.
- Leadership focused
- Organised
- Task Oriented
Culture
- Larger than life
- Confident
- Assertive
Personality
- Sophisticated
- Detailed
- Professional
Experience
brand guidelines

13. Our
Logo
The Evergreen logo draws its inspiration from the
identities of highly successful Ruler companies like Louis
Vuitton, Mont Blanc and IBM.
The logo is simple and monolithic. It is drawn from a low
perspective as though it is being looked up at. These
aspects of the design are intended to confer status and
distinction. The letter E formed in negative space suggests
a reflective surface: Evergreen in the spotlight.
The logotype is Manifold Extended: elegant, confident
and contemporary.
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14. 13
brand guidelines
Pine Tree
+ +
Geometric ‘E’Upward Arrow
The logo is comprised of three symbols:
1. The Pine Tree represents the company’s heritage
2. The Upward Arrow represents growth and eternal optimism
3. The Letter E, heralding a new era.
Three basic symbols

15. 14
brand guidelines

16. H O L D I N G S
HORIZONTAL LOGO
VERTICAL LOGO
ICON
The logo can appear in three ways. The horizontal
orientation is the default use and should be applied as
far as possible. The icon can be used alone, as a pattern
or separated from the logotype in some instances,
such as on a golf tee. The icon and logotype can be
separated for gifting and decor, but should not be
used together whenever communicating.
The Three Formats
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17. 16
The logo must always be given sufficient space to
preserve its visual impact and integrity. Ensure
adequate clear space, marked ‘x’ in the examples, is
always provided. This will ensure that the logo can be
seen clearly, unaffected by other logos, text or artwork.
Space Allowance
brand guidelines

18. 17
brand guidelines
CORRECT LOGO
When using the logo, take care not to transform its
shape, colouration, format or otherwise by altering it or
exercising personal creative freedom. The following are
some examples of what shouldn’t be done. The logo
can be angled when the icon is used as a pattern.
Colours cannot be interchanged
Colours cannot be changed
Logotype cannot be stacked Icon cannot be angled
Usage Rules
INCORRECT USE
INCORRECT USE
INCORRECT USE INCORRECT USE

19. 18
ON BLACK
ONE COLOUR
MONOCHROME
The examples shown provide direction
for challenges relating to backgrounds
and colour limits. Ideally, two shades is
preferable to one colour.
Colour Application
brand guidelines

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brand guidelines
Readability and colour coordination is essential. Only place the coloured logo against a
background where the colours work. Never use white fill to highlight the letter E shape, it
should always be a negative space. In cases where backgrounds are too busy, colourful or
contrasting, place the logo in a white or black block.
Backgrounds

21. 20
Applications of the logo need to be applied against a black or white
background, with the two shades of green embroidered in quality
thread. The logotype can be applied elsewhere on the garment.
Apparel
brand guidelines

22. brand guidelines
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23. 22

24. Photography
The photography style aims to remain consistent with the
Ruler orientation. Images should reflect Evergreen’s values and
core core behaviours: driven, detail oriented, quietly innovative,
growing & moving. People should be unposed and ‘in the
moment’, images should feel unstaged, colours should be
muted and lighting should be natural.
brand guidelines
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26. Typography
Montserrat is the official Evergreen font and must be
used when possible. It is elegant, sophisticated and well
balanced. It feels powerful but not austere. Montserrat
is a free font that can be distributed company-wide
without financial or legal implications.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
MONTSERRAT THIN
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
MONTSERRAT LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
MONTSERRAT REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
MONTSERRAT BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/1234567890!@#$%^&*()<>?/
MONTSERRAT MEDIUM
brand guidelines
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27. Colours
Our colors are critical part of the identity and have a
major role to play in building the Evergreen brand. They
reflect the Evergreen values and personality. Four colours
make up the palette, Evergreen’s two shades of green, as
well as black and white. Green is the colour of trust, of
professionalism, of growth and of wealth.
Hex: 187B3D
R: 24
G: 163
B: 21
Hex: 56B947
R: 86
G: 185
B: 71
Hex: 000000
R: 0
G: 0
B: 0
Hex: FFFFFF
R: 255
G: 255
B: 255
Radial
Light to dark
Linear
45º Angle
Light lower
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Icons & Patterns
The Evergreen icon can be used as a pattern. Generally, as with
the cover and the vehicle example on the last page, the icon is
angled and expanded so as to emphasise the upward pointing
arrow. The icons, shown below, are continuous thin line icons
incorporating slightly rounded corners.
ICON STYLE

29. 28
brand guidelines
reception@fpb.co.za
+27 33 345 5143
Redlands Estate
1 George MacFarlane Ln
Pietermaritzburg, 3201