BRANDING GUIDELINES
NOVEMBER 2019THE PROMISE OF ALULA
DISCOVER AN ANCIENT WORLD
HIDDEN FOR CENTURIES
Behind rocks and mountains, beyond the desert you will find an unexpected
destination. An oasis of harmony shaped by nature is opening its doors to
the rest of the world. An authentic journey through time that is offering a
visionary dream. The world’s most kept secret preserved by traditional tribes,
guardians of the legendary incense road. One of the eldest civilizations is
unveiling its unique heritage. Explore cultural and natural wonders beyond
all your expectations. AlUla, an open living museum that is offering a unique
experience of authenticity. A true place of humankind legacy.THE ESSENCE OF ALULA
Heritage carved in rocks
Architecture in AlUla merges with the landscape, and creates outstanding
works of art. It is within this union that the uniqueness of AlUla is found.
Silence and Monumentality
A deep and ancient silence covers the desert, the dramatic canyons, and the
pristine rocks. There is a deeply comforting feeling in the realization of our
smallness when experiencing the full scale of natural powers.
Timeless authenticity
AlUla is sublime. Its presence is humbling. Everything in AlUla reflects the
authenticity of a landscape that has remained unaltered for centuries.THE ALULA BRANDING PLATFORM
Purpose
To unveil timeless wonders of AlUla to the world and enrich lives through
unique, enjoyable and immersive experiences.
Positioning
The place of Heritage for the world. A place to touch history while enjoying
arts and culture, monumental landscape, wildlife and the warmth of its
people. A gateway to Arabia, where the past reveals its inner secrets and
its unparalleled richness.
Values
Admire rarity - Remain authentic - Share refinement - Experience mystery
Personality
Be exceptional - Be engaging - Be imaginative - Be challengingTHE ALULA EXPERIENCE SCOPE
THE SYMBOL
is definitely Hegra
THE CONCEPT
is all about Travelling back
THE ORIGINALITY
is North Arabia Kingdoms
THE PERCEPTION
is Authenticity and Sophistication
THE EMOTION
is Monumentality and SilenceALULA KEY MESSAGES
HERITAGE
NATURE
AlUla is home to a series of fascinating
AlUla’s landscape is as monumental
historical and archaeological sites
as its history. It features sandstone
covering more than 200,000 years
canyons, volcanic plains, mountains,
of human history and activities. An
valleys, oases covered in palm trees
open living museum where to meet
and reveals colours you have never
with civilizations from ancient times.
seen before.
ADVENTURE
ARTS & CULTURE
After diving into AlUla’s past, celebrate
AlUla is a cradle of human history
its present in a cultural oasis offering
offering a bounty of ancient and
traditional and contemporary
traditional cultural and artistic charms.
activities. Epic adventures await in
Immerse yourself in ancient civilizations,
this enchanting place.
come and explore this magical land
of investigation.
ALULA has to be seen to be believed.DESIGN CORE VALUES
SYMBOLIC
craft from the past
STRONG
and unexpected emotion
MYSTICAL, AUTHENTIC AND ANCIENT
in a sophisticated and luxurious waySUMMARY
FUNDAMENTALS
Tablet Logotype
10
Wordmark Logotype
19
Graphical elements
28
Colour Palette
35
Material
37
Typography
39
TERRITORY EXPRESSION
Graphical elements use
42
Cobranding
48
Main themes
51
Image style
57
DIGITAL
Social media
64FUNDAMENTALS
USES FOR TABLET & WORDMARK
LOGOTYPES
The tablet logo is coming directly from AlUla. It is a loyal and strong design
of the typical engraved cornerstones found in AlUla a couple of centuries
Before the Common Era. It features the AlUla word in Latin letters, readable
from the bottom to the top, as one of the meaning of AlUla is elevation.
It showcases the Arabic writing, inspired by carved ancient inscriptions. A
symbolic representation of Hegra’s doors is one of its core components.
This tablet logo is also a journey though time as the inscriptions and art
depictions on the right follow the chronology of the civilizations that built
AlUla’s uniqueness.
The spirit of AlUla is so rich and diverse that it needs a storyteller logo.
This logo has to be used sparingly, on exceptional supports and impact-
producing formats or when you want to tell the whole story of AlUla through
one strong creative output.
On every other classical support or format and when rational about AlUla
is displayed - that means in the greatest majority of the cases - please use
the wordmark logo.
9FUNDAMENTALS
TABLET LOGOTYPEMAIN LOGOTYPE
Golden textured version
11SECONDARY LOGOTYPE
Silver
Anthracite
Bronze
White
textured version
textured version
textured version
textured version
White
Black
Brown
Gold
vector version
vector version
vector version
vector version
12LOGOTYPE USES
Application over coloured background.
Prefer the golden textured version
when possible.
13
13LOGOTYPE USES
Application over coloured background.
Prefer the golden textured version.
If not possible, use the brown one or the white one.
14
14LOGOTYPE USES
Application over photography background.
Prefer the golden textured version
when possible.
15LOGOTYPE USES
Application over coloured background.
Prefer the golden textured with white
elements version.
16SAFETY ZONE
& MINIMAL SIZE
To ensure legibility of the AlUla brand.
X
X
X
X
X = 1/5 of the logotype width
15 mm
17DON’T
To ensure legibility and consistancy
of the AlUla brand.
A
L
U
L
A
Do not rescale an element
Do not change typography
Do not flip
Do not use any effect
Do not use on busy background
Do not change colours
Do not rotate
Do not stretch
18FUNDAMENTALS
WORDMARK LOGOTYPEMAIN LOGOTYPE
Golden textured version
20SECONDARY LOGOTYPE
Silver
Anthracite
Bronze
White
textured version
textured version
textured version
textured version
White
Black
Brown
Gold
vector version
vector version
vector version
vector version
21LOGOTYPE USES
Application over coloured background.
Prefer the golden textured version
when possible.
22LOGOTYPE USES
Application over coloured background.
Prefer the golden textured version.
If not possible, use the white one or the brown one.
23LOGOTYPE USES
Application over photography background.
Prefer the golden textured version
when possible.
24LOGOTYPE USES
Application over photography background.
Prefer the golden textured version
when possible.
25SAFETY ZONE
& MINIMAL SIZE
To ensure legibility of the AlUla brand.
X
X
X
X
10 mm
X = 1/5 of the logotype width
26DON’T
To ensure legibility and consistancy
of the AlUla brand.
ALULA
Do not rescale an element
Do not change typography
Do not change colours
Do not change order
Do not create a new version
Do not use any effect
Do not rotate
Do not stretch
Do not use on busy background
27FUNDAMENTALS
GRAPHICAL ELEMENTSSHAPE & LINES
The shape and lines are inspired by
ancestral cornerstones found in AlUla.
Artwork exposed in the Saudi
National Museum, Riyadh,
«Inscriptions engraved in
Lihyan script, around the 3rd
century BCE, AlUla».
29HEGRA’S
SYMBOL
The Nabatean door is an interpreta
tions of Hegra’s architecture.
30WRITINGS
Typography has been designed such
as the carved inscriptions in AlUla.
31INSCRIPTIONS
Inscriptions and art depictions follow
the chronology of ancient civilizations.
32FAVICON
33FRAME
34FUNDAMENTALS
COLOUR PALETTE#34241d
#ffffff
C45
C0
M60
R52
M0
R255
Y58
G36
Y0
G255
K82
B29
K0
B255
#cba675
#000000
C45
C0
M60
R203
M0
R0
Y58
G166
Y0
G0
K82
B117
K100
B0
#4a4a49
#e3e3e3
#f7dc86
#a03026
#4f8fcc
#007858
C0
C0
C0
C0
C70
C100
M0
R74
M0
R227
M10
R??
M85
R??
M35
R??
M0
R??
Y0
G74
Y0
G227
Y55
G??
Y75
G??
Y0
G??
Y70
G??
K85
B74
K15
B227
K5
B??
K40
B??
K0
B??
K30
B??FUNDAMENTALS
MATERIALMETAL MATERIAL
38FUNDAMENTALS
TYPOGRAPHYTYPOGRAPHY
For all Latin texts
Geometrica Light & Bold
TITLES, SUB-TITLES, CURRENT TEXTS, HIGHLIGHTS
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 . , : + & @ « » / ? ! *
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 . , : + & @ « » / ? ! *
40TYPOGRAPHY
For all Arabic texts
HelveticaNeueLT Arabic
Roman & Bold
TITLES, SUB-TITLES, CURRENT TEXTS, HIGHLIGHTS
ا ب ة ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن ه و ىي
ا ب ة ت ث ج ح خ د ذ ر ز س ش ص ض
ط ظ ع غ ف ق ك ل م ن ه و ىي
41TERRITORY EXPRESSION
GRAPHICAL ELEMENTS USETABLET LOGO PLACEMENT
Advertising and visual supports
JOURNEY
JOURNEY
THROUGH TIME
THROUGH TIME
experiencealula.com
experiencealula.com
43TABLET LOGO APPLICATION
Impact-producing formats
44MAP
45TEXT FRAME
Hegra’s symbol, logotype and strings
Used to frame messages
46TEXTE FRAME APPLICATION
Advertising and visual supports
TAKE THE RIDE OF YOUR LIFE
TRAVEL ACROSS CULTURES
HEAR THE SILENCE
Experience in AlUla an immersive journey through heritage,
Experience in AlUla an immersive journey through heritage,
Experience in AlUla an immersive journey through heritage,
arts and culture, nature and adventure. Rediscover wonder through
arts and culture, nature and adventure. Rediscover wonder through
arts and culture, nature and adventure. Rediscover wonder through
a place for rejuvenation and reawakening.
a place for rejuvenation and reawakening.
a place for rejuvenation and reawakening.
After diving into AlUla’s past, celebrate its present in a cultural
AlUla is a cradle of human history offering a bounty of ancient and
AlUla’s landscape is as monumental as its history. It features
oasis offering traditional and contemporary activities.
traditional cultural and artistic charms. Immerse yourself in ancient
sandstone canyons, volcanic plains, mountains, valleys, oases covered
Epic adventures await in this enchanting place.
civilizations, come and explore this magical land.
in palm trees and reveals colours you have never seen before.
AlUla has to be seen to be believed.
AlUla has to be seen to be believed.
AlUla has to be seen to be believed.
47TERRITORY EXPRESSION
COBRANDINGCOBRANDING
EXPERIENCE SCULPTED BY NATURE
Experience in AlUla an immersive journey through heritage,
arts and culture, nature and adventure. Rediscover wonder through
a place for rejuvenation and reawakening.
AlUla’s landscape is as monumental as its history. It features
sandstone canyons, volcanic plains, mountains, valleys, oases covered
JOURNEY
in palm trees and reveals colours you have never seen before.
AlUla has to be seen to be believed.
THROUGH TIME
experiencealula.com
49COBRANDING
MEANING
OF TANTORA
Tantora is a sundial in AlUla’s old
town, used by locals for centuries
to both tell time and mark
the changing of the seasons.
The daylight striking through
the sundial and hitting a stone
marks the first day of winter,
the beginning of an annual festival
celebrating the return of agricultural
activity to the region.
50TERRITORY EXPRESSION
MAIN THEMESARTS & CULTURE
ADVENTURE
NATURE
HERITAGE
52HERITAGE
AlUla is home to a series of fascinating
historical and archaeological sites
covering more than 200,000 years
of human history and activities.
53ARTS & CULTURE
AlUla is a cradle of human history
offering a bounty of ancient and
traditional cultural and artistic
delights. Immerse yourself in ancient
civilizations, come and explore this
magical land.
54NATURE
AlUla’s landscape is as monumental
as its history. It features sandstone
canyons, volcanic plains, mountains,
valleys, oases covered in palm trees
and reveals colours you have never
seen before.
55ADVENTURE
After diving into AlUla’s past, celebrate
its present in a cultural oasis offering
traditional and contemporary
activities. Epic adventures await in
this enchanting place.
56TERRITORY EXPRESSION
IMAGE STYLEMAJESTIC LANDSCAPES
58IMMERSIVE PERSPECTIVEHYPNOTIC SETTINGAMPLITUDE AND SCENERY
61PROFOUND COLOURS
62AUTHENTIC ESSENCE
63DIGITAL
SOCIAL MEDIASTORYTELLING
GUIDELINES
RCU’s content must generate
engagement and cohesion. Therefore,
we need to organize all the content
HERITAGE
within an editorial matrix helping
rationalize all of RCU’s social
activations.
Our strategy consists in building a
content approach built upon 4
messaging pillars, each to be identified
in the content through the use of a
graphic code.
ADVENTURE
ARTS & CULTURE
Heritage: demonstrating the RCU’s
commitment in the protection of
historical wonders of ancient
civilizations.
Arts & Culture: presenting the
numerous artistic and cultural
initiatives and projects.
Nature: all topics related to nature
preservation and wildlife.
NATURE
Adventure: raising the awareness
around activities to be experienced.
65STORYTELLING
FORMAT
It is important to develop a content
approach that is adapted to the
audiences’ needs and habits. RCU’s
DISCOVER
communications objective can be
synthetized in 4 elements:
Discover: the wonders of AlUa.
Learn: share the news and key figures
about projects and initiatives.
Inspire: provide the audience with
context through high-end experts
ACT
LEARN
involved in key projects.
Act: engage the audience into real
action in AlUla.
INSPIRE
66STORYTELLING
MATRIX
Heritage archaeological
RCU will protect and preserve AlUla’s archeological
treasure and create an open-air living museum
taking visitors in a journey through time, an
immersive experience across civilizations.
Arts & Culture
A revived cultural heartland: AlUla has been
inspiring creativity for over 7,000 years; it is our
legacy to write the next chapter of AlUla’s history
by inviting creative minds from all over the world
to create in AlUla a renewed crossroad for cultural
exchange and knowledge transfer.
Nature
AlUla’s nature inspired creativity over history:
landscapes and biodiversity should be preserved
from human activity, and all economic development
projects will be made in order to protect flora and
fauna.
Adventure
AlUla is a land for adventurer. A unique place to
experience ballooning over historical sites, camel
riding through the desert or hiking in landscapes
like no other. AlUla is one of the last frontiers to
be discovered.
67HERITAGE
NATURE
Sharing the wonders of ancient
Showcasing the natural beauty and
civilizations.
amazing landscapes.
Color to be used for Twitter and/or LinkedIn
Color to be used for Twitter and/or LinkedIn
posts dedicated to Heritage topics. Educate
posts dedicated to Nature topics. Educate on
on the exceptional history of AlUla. Showcase
the natural treasures of AlUla. Showcase the
the protection and preservation activities from
protection and preservation activities from
RCU and partners.
RCU and partners.
68ARTS & CULTURE
ADVENTURE
Inspiring artists and tourists
Inspiring explorers and pioneers from
from all over the world.
all over the world.
Color to be used for Twitter and/or LinkedIn
Color to be used for Twitter and/or LinkedIn
posts dedicated to Adventure topics. Unveil
posts dedicated to Arts and Culture topics.
the potential of AlUla as a thrilling place for
Detail the cultural development projects in
adventure. Share the emotion to be experienced
AlUla. Share the main artistic and cultural
in AlUla.
events taking place in AlUla.
69CONTACTS
Antoine Hillion
antoine.hillion@havas.com
Eric Mironneau
eric.mironneau@havas.com
