The Heavy Chef Brand
Heavy Chef is a learning community for entrepreneurs. We believe that entrepreneurs can change the world for the better. Heavy Chef inspires people to start businesses and empowers them to succeed.
Brand AssetsÂ
Our logo represents our brand identity and should always be used consistently. Downloadable assets are available in multiple formats, including high-resolution PNG, SVG, and vector files. This includes the primary logo and approved variations for different uses. Always follow brand guidelines for proper application.
Heavy Chef Logo Usage
The logo must always be used in isolation, free from competing text or elements. It should integrate seamlessly into the layout without disrupting the composition, ensuring a clean and uncluttered appearance.
Icon Usage
Designed to be simple yet striking, our icons should always be placed with intention. Keep them free from clutter, typically positioning them in the top left when used in compositions. They maintain an understated yet ambitious presence, and when featured prominently, they exude confidence.
Colour Palette
Our brand’s colour palette is designed for versatility and impact.
Our primary colors—Black, White, and Grey
Our cycle colors—Representing themes such as Tech, Leadership, and Creativity
Technology
Leadership
Creativity
Composition And Layout
Social Media Guidelines
While social media allows for creative freedom, designs should adhere to best practices by using geometric shapes with consistent spacing between elements. When incorporating color, avoid mixing different hues—instead, leverage variations in tone within a single hue to maintain visual cohesion.
Music
Composed by Divine Mahara, a multi-talented artist and winner of Zimbabwe’s Got Talent, this song embodies the spirit of Heavy Chef.
Usage:
Featured in learning segments on the platform, enhancing engagement and brand identity.
Language And Terminology
Capitalised Terms
Menu: Refers to our curriculum and calendar of activities.
Chef: Refers to experienced entrepreneurs.
Recipe: Refers to packaged advice (short courses, books, programmes).
Learning Bites/Bites: Refers to our product.
Sentence Casing
Ingredients: Refers to steps or components.
Usage Notes:
Use cooking verbs (e.g., taste, tuck in) sparingly to avoid an overly contrived brand narrative.
Ampersands:
Always use "and" instead of "&".
Headings And Typography
Must use a first-letter capital structure (e.g., "The Headline Of Each Article Must Be Capitalised").
All headings should be fully capitalised, with specific rules for:
- Single sentence headings: No full-stop at the end.
- Two-sentence headings: Both sentences must end with a full-stop.
- Hyphenated words: Both words must be capitalised (e.g., Self-Assessment).
All headings should be fully capitalised, with specific rules for:
- Use letters up to nine; for 10 and above, use numbers.
 Bullet points:
- Each bullet must start with a capital letter and end with a full-stop, even if it isn’t a full sentence.
 Additional Note:
- Every headline should have a full stop next to it to ensure consistency, even if it is just one word.
- Paragraphs - Left aligned, never justified.
Tone And Messaging
Our tone is plain, relatable, and concise, respecting the time of entrepreneurs. It’s celebratory and supportive, always in their corner. We balance humility with ambition, adding a hint of irreverence—confident but never overdone.
Photography And Media
Access a curated library of images and videos, including stock photos, team shots, and community visuals, to use in marketing and collateral. Ensure all media aligns with brand guidelines.
File Naming Conventions
Standard Format:
- Format: YEARMONTHDATE-COMPANY-CATEGORY-SUBCATEGORY*-TITLE
(Note: The subcategory is optional.)
Examples:
- Learning Experience Brief:
20180824-HC-LE-Khayelitsha-Masechaba-Ndlovu
- Research Paper:
20190419-HC-Research-SA-Youth-Entrepreneurs
Benefits:
- Enhances organisation within folders.
- Improves search-ability.
- Removes the need for ambiguous labels like “final” or “final-final.”
