Discover Africa US

To ensure Discover Africa Safaris is represented consistently, accurately, and in a way that reflects the quality of our brand, all partners must adhere to the following branding terms.

These guidelines are designed to protect the integrity of the brand while making it easy for partners to create high-quality, effective content.

All logos, banners, and creative materials must be sourced exclusively from the Discover Africa.

• Only official, approved assets may be used
• Partners may not recreate, modify, or source logos independently
• Any use of logos, banners, or brand assets outside of those provided must be approved in writing

This ensures consistency across all placements and protects the visual integrity of the brand.

The Discover Africa logo must always be used in its original form.

Permitted Use:

• Logos must remain unchanged, proportionally scaled, and clearly legible at all times
• Logos may only be used in formats and variations provided in the official creative bank
• Logos should be placed on clean, uncluttered backgrounds to maintain visibility

Restrictions:

• Do not alter, distort, stretch, or crop the logo
• Do not change colours, fonts, or design elements
• Do not recreate or retype the logo in any format
• Do not place the logo on complex or low-contrast imagery where legibility is compromised
• Do not combine the Discover Africa logo with other brand marks without approval

The logo must maintain clear space and should never be reduced below legibility thresholds or used inconsistently across placements.

Imagery plays a central role in how Discover Africa is perceived. Imagery will most times be provided, but in a case where imagery is not provided or is not up to standard for the partners, they may use their own imagery, but in this case:

Partners should:

• Use high-quality, professional imagery that reflects real safari experiences
• Prioritise wildlife, landscapes, and authentic travel moments
• Ensure imagery feels aspirational but grounded in reality

Avoid:

• Low-quality or heavily filtered images
• Images that misrepresent Africa or create unrealistic expectations
• Any imagery that could be considered insensitive, exploitative, or misleading

Our visual direction prioritises authenticity, emotional connection, and a true representation of Africa’s landscapes, wildlife, and people.

If partners choose to write or adapt copy about Discover Africa, it must reflect the essence of our brand.

Our Tone

• Warm, human, and conversational
• Calm, clear, and reassuring
• Expert-led, but never arrogant or overly sales-driven
• Focused on guiding rather than selling

Our communication reflects a knowledgeable African safari expert, approachable, insightful, and grounded in real experience.

Writing Principles

Partners should:

• Focus on storytelling and experience, not just features
• Use clear, concise language with a natural flow
• Prioritise accuracy and fact-checking
• Write for a global audience using clear, accessible English

Avoid:

• Overly promotional or “hard sell” language
• Generic travel clichés or exaggerated claims
• Misrepresentation of destinations, experiences, or offerings
• Political, cultural, or sensitive commentary unrelated to travel

All references to Discover Africa must be accurate and aligned with our offering.

Key points to maintain:

• Discover Africa specialises in tailor-made safaris, not fixed packages
• We focus exclusively on Southern and East Africa
• We are a premium, expert-led travel company, not a budget or mass-market provider

If in doubt, partners should follow the brief or request clarification.

• Discover Africa branding may not be used in misleading, inappropriate, or unrelated promotional contexts
• The brand may not be associated with third-party promotions, offers, or messaging without approval
• Any co-branded activity must be approved in advance

Discover Africa Safaris retains final approval rights over how the brand is represented.

This includes:

• Use of logos and creative assets
• Brand mentions in paid placements
• Co-branded or campaign-specific content

We reserve the right to request edits or removal of content that does not meet these guidelines.

If you’re unsure about any aspect of brand usage, content, or creative, we’re here to help.

We’re happy to provide:

• Approved assets
• Content guidance
• Expert input for editorial features

These guidelines are in place to ensure Discover Africa is consistently represented as:

• A trusted, Africa-based safari expert
• A premium, tailor-made travel specialist
• A brand rooted in authenticity, expertise, and meaningful travel