موسم الرياض — موسم الرياض

صفحات الدليل

Table Corporate Logo 04 Typography 12 of Color Scheme 16 Content Graphic Elements 19 Template 27 Mockups 33

BRAND GUIDELINES The design guidelines These guidelines describe the visual and verbal elements that represent the Trusted Group identity. This includes the name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect RS’s commitment to quality, consistency and style. Trusted brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of Trusted name and marks.

First Section Corporate Logo Intro Combination between Symbol and Logotype Logo Variations Clearspace and Computation Logo Application and Standards Incorrect Logo Applications

Intro Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the the symbol itself with written logotype “Riyadh Season” they have a fixed relationship that should never be changed in any way. 05

Combination between Symbol and Logotype Riyadh Season Masterbrand or Corporate Logo com- prises of two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking the cul- tural and historical element connection between the strength of communication and the it has a particular relationship with the (RS) name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Baruta and has also been chosen to compliment and balance perfectly with the logo symbol. The corporate logo is presented through the use of colour as well as shape and form. The seven corporate colours are dark and light Blue, Green, Yellow, purple, pink and or- ange.strong combination - modern - classic - time- less.The Colours have been selected according to inter- national standards as shown below and are easily im- plemented. 06

Logo Variations Logotype Logotype with Slogan Full Logo The Logo Symbol Consists of a powerful element Consists of a powerful element Carefully chosen for its modern evoking the culture of design evoking the culture of design and yet refined, highly legible celebration colours and the celebration colours and the style, which has been further famous masmak fort. famous masmak fort. enhanced by the use of upper case letters in colourful tones of the chosen branding color. 07

Logo Construction, 4X 4X Clearspace and Computation It is important to keep corporate marks 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. CLEARSPACE Definition - X Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Computation - To work out the clearspace take the height of ضايرلا .)xمسوم ( The clearspace is four 4X 4X times the height of x which is 4x. 08

Logo Application and Standards Logo C Logo D Logo A Logo B Background Grey Version Background White Version Background Black Version Background Colored Version MINIMUM SIZES Logotype Only 11,5 mm Minimum Height: 11,5 mm Full Logo 23,5 mm Minimum Height: 23,5 mm 09

Incorrect Always use approved master artwork. Never alter or recreate the Logo. Below are examples Logo Application of incorrect use of Riyadh Season logo. Never alter the spacial relationship between Never change the colour of the Brand Identity Never change the proportions of the Brand Never place the Brand Identity on an colour the Brand Identity elements Identity which compromises the legibility of the Brand Identity Never put a key-line around the Brand Identity Never set the Brand Identity at any angle Never place the Brand Identity on an image Never change the fonts of the Brand Identity which compromises its legibility 10

Zone Logos These are the 12 logos designed for the 12 zones in Riyadh Season. *Minimum Height for logos : 11.5 mm 11

Second Section Typography The Typeface Bilingual Text Hierarchy

The Typeface Typography plays an important role in communicating an overall tone and reinforces our personality and ensures clarity and harmony in all RS communications. We have selected DIN Next LT Arabic (for both English & Arabic) which helps inject energy and enthusiasm into the entire Riyadh Season communica- tions, as the primary corporate typeface. 13

Engl Light Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Bilingual Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 -ish Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm The primary English and Arabic typeface is Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Next LT Arabic. It is modern and 0 1 2 3 4 5 6 7 8 9 approachable whilst communicating with Heavy confidence. It is distinctive and carries gravitas at larger sizes whilst retaining Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm clarity and focus at smaller sizes. Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 The font DIN Next LT Arabic will be attached with This Branding Manual Guide. 9 8 7 6 5 4 3 2 1 0 9 8 7 6 5 4 3 2 1 0 9 8 7 6 5 4 3 2 1 0 14

Text Hierarchy Context Text Caption Text Imagine &inner Headlines - - Typographic hierarchy is another form of Copy Text Imagine - - visual hierarchy. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key Imagine information. Typographic hierarchy Headlines Copytext 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 RS layouts. Imagine Headlines &Typobreaks Big Headlines and Title Imagine Sequencer and Title for Marketing 15

Third Section Color Scheme Color Scheme

Color Scheme Color plays an important role in RS identity The colors below are recommendations for various media. A palette of colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the RS brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they must always be consistent. - 17

#44AF69 #FFCE04 #F36C3F #04B0D0 #B31F7D #D62753 #245CA8 C 73 C 0 C 0 C 73 C 31 C 11 C 91 M 6 M 18 M 71 M 8 M 100 M 98 M 70 Y 78 Y 100 Y 81 Y 14 Y 14 Y 59 Y 2 K 0 K 0 K 0 K 0 K 0 K 0 K 0

Fourth Section Graphic Elements Iconograpy System Pattern System

Iconograpy Iconograpy System System An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in an easier way. The drawing style for the RS iconography is composed ofstrokes with rounded corners and dashed, dotted details. * The color of the icons can be any one of the 7 colors from the color scheme. One icon can’t have multiple colors. 20

Iconograpy System An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in an easier way. The drawing style for the RS iconography is composed ofstrokes with rounded corners and dashed, dotted details.

Pattern System Letters as pattern We used letters from the logo to create patterns for branding purposes. The Letters can be moved, rotated and overlapped to create limitless patterns and shapes. * While moving the letters/ creating the patterns, if you find yourself in a situation where the pattern is not abstract enough and you can make out the word written as anything other than "RIYADH", please make sure that it is in the right order as " RIYADH". Sponsor Sponsor Sponsor Logo Logo Logo 22

Pattern System How to adapt it You can take any part of the composition and crop it in a mask. Sponsor Sponsor Sponsor Logo Logo Logo 23

Pattern System Vertical Compositions The composition can be adapted on vertical layouts (flags, rollups, banners, etc.), and you can use the same method of aligning letters to fill up the gaps. 24

Pattern System Other Compositions The compositions of this approach are limitless, these are some examples of how can we mix and match, rotate the letters and combine it with each other. You can even try your own composition (horisontally or vertically). 25

Pattern System Check List Before you start creating the composition, make sure that: 1. File color mode is CMYK Color. 2. Make sure that you have a white solid Background. 3. Make sure that Transperency is set on Hard Light. 4 4. For use on screens (RGB Color mode) please Flatten Transparency (Object> Flatten Transparency...) and then convert the file to RGB color mode. 26

Fifth Section Template Logo Dimension According to the Importance Logo Guidelines for Participating Entities

Logo Dimension According to the Importance The season team are the main logos on the design materials Season Team 6.1 100% 100% and must be used on full ratio %100 height. Season main Participants logos should have the second importance on the Season Participants 6.2 80% designs materials with a ratio of %80 height. Event Partners and 6.3 Other logo than the once listed obove Restaurant, shopping Event Partners 70% must have a ratio of %70 height. centers The event sponsor’s logos shouldn't Event Sponsor’s 6.4 Sponsor’s be more than 50% of RS logo 50% Logo 28

Logo Guidelines for Participating Entities Season Team 6.1 As for the seasons communications it’s going to split to 2 types (season Title Title communication and event goes here goes here communication) the GEA logo is only going to be use in the event communication Subtitle goes here Subtitle goes here Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo You can use the coloured logos on a white background for header or you can use the monochromic version of the logo on same picture (without white BG) 29

Logo Guidelines for Participating Entities Partner’s Partner’s Partner’s Partner’s Partner’s Partner’s (or) (or) (or) (or) Logo Logo Logo Logo Logo Logo Season Partners 6.2 Title Title goes here goes here Subtitle goes here Subtitle goes here Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo You can use the coloured logos on a white background for header or you can use the monochromic version of the logo on same picture (without white BG) 30

Logo Guidelines for Participating Entities Partner’s Partner’s Partner’s Partner’s (or) (or) (or) Logo Logo Logo Logo Event Partners 6.3 Title Title goes here goes here Subtitle goes here Subtitle goes here Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Sponsor’s Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo You can use the coloured logos on a white background for header or you can use the monochromic version of the logo on same picture (without white BG) 31

Logo Guidelines for Participating Entities Social media template 6.4 Title goes here Subtitle goes here 32

Sixth Section Mockups

Sponsors Logo Sponsors Logo

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