THE
RED BOOKWelcome!
This book is a tool to help articulate
the Aramex brand consistently and
make it stand out, whether in New
York, Cairo, or Hong Kong.
2Main sections
04
BRANDING
110
SIGNAGE SYSTEM
178
RETAIL DESIGN SYSTEM4Introducing Aramex
Logo cases
06
96
ARAMEX B2B SOLUTIONS
09
THE ARAMEX STORY
98
B2C SERVICES/SOLUTIONS
11
MISSION
101
FULLY OWNED
11
VISION
102
JOINT VENTURE
12
VALUES
103
STAND ALONE SERVICES
13
SLOGAN
104
ESTABLISHED FRANCHISEES
105
NEW FRANCHISEES THAT ARE
106
TRANSFORMING INTO AN ARAMEX
AUTHORIZED AGENT
107
The look
15
RE SELLERS AND CLIENTS
108
16
LOGO & SLOGAN
SPONSORSHIPS
109
26
COLORS
30
TYPOGRAPHY
34
ICONOGRAPHY
36
PHOTOGRAPHY LANGUAGE
49
TONE OF VOICE
52
STATIONARY
59
ADVERTISING
65
PACKAGING
68
EMAIL SIGNATURE
69
VEHICLES
79
UNIFORMS - COURIER
85
UNIFORMS - SERVICE CENTERIntroducing Aramex
THE ARAMEX STORY
MISSION
VISION
VALUES
SLOGAN
6This section defines our
brand—what we believe in, our
personality, what we look like,
and how we speak.
7We are
8The Aramex story
Let us take you back to 1982, when two entrepreneurs, Fadi
With that, package by package, Aramex climbed up the ladder to
Ghandour and Bill Kingson, who lived across the globe from each
become one of the leaders in the logistics industry.
other, had an idea, and a small transportation company was born.
As Aramex grew larger, it realized that in this new world of
One package at a time, one client at a time, the company
globalization, a consistent face and personality were necessary
grew, year after year, and in 1997 became the first Arab-based
to keep it unique. It understood that its identity was one of its
company listed on NASDAQ!
key assets. After all, the Aramex brand represents a promise of
quality and innovation.
After five years of successful trading, Aramex decided to delist
from NASDAQ and return to private ownership.
You are a part of the Aramex identity.
Passionate and innovative, the company developed its own
Therefore, by delivering on those promises, you build the trust in
information technology in 2003, and led an alliance network all
Aramex and its smart and passionate personality.
over the world. Aramex started to look beyond moving packages
and began to deliver logistics solutions.
In 2005, Aramex went public on the Dubai Financial Market and
embarked on a plan to expand globally.
The company, now a major player in the industry, favored
investing in people, creativity, and innovative solutions, rather
than in brick and mortar, ships, and air…Aramex is:
10Passionate people
Mission
transforming the world
of logistics, delivering
innovative solutions.
An innovative, seamless
Vision
and flexible logistics
experience - connecting
the globe.
11Values
VALUE
CUSTOMER-
CORPORATE
ENTREPRENEURSHIP
PASSION
INTEGRITY
OUR PEOPLE
CENTRICITY
ACTIVISM
EXCELLENCE
& INNOVATION
Emotional
Empathy,
Alignment,
Efficiency & drive
Change, creativity
Strong moral
Responsibility &
MINDSET
connection &
empowerment &
partnership &
for quality
& curiosity
compass
sustainability
commitment
development
solutions
Do the right thing
Just do it!
Enjoy being
Deliver the
Think and breathe
Include everyone
Act honorably and
by our communities,
And learn while
challenged &
best service you
digital
& value diversity
truthfully
societies & the
you’re at it
challenge others
possibly can
environment
Nurture the people
Maintain a co-
Strive for clarity
around you; a healthy
Aim to have a
Have the courage
creation mindset. We
Do what you said
& stay focused—
workplace leads to
Focus on growth
positive impact with
to change—think &
believe that we’re
you would do
simplify, don’t
a healthy work/life
every interaction
act big
stronger together
complicate
balance
Keep in mind that
Approach conflicts
Find the opportunity
Take ownership &
Evolve & scale
each of us has
Be a role model of
with objectivity
underlying every
accountability for
to continuously
Take calculated risks
something to
transparency and
rather than
challenge
positive change
transform
contribute to the
dependability
subjectivity
OBSERVABLE
whole
BEHAVIOURS
Facilitate the open
Strive to create and
Believe in yourself &
Know what NOT
sharing
Never bail, keep your
Stay optimistic; it
Embrace th…Slogan
Our slogan captures the essence of our mindset and what
drives us as a group of people.
We deliver everything from a single package to comprehensive
logistics solutions. We deliver on our promises, not only to our
customers but also to our communities and the environment
and we do it all passionately.
delivery unlimited
13We believe that consistency in how we look, talk, and
interact with our customers and communities will
strengthen our global presence in today’s markets. Our
goal is to faithfully reflect our values by delivering the
same unique experience every time, everywhere, and in
everything we do.
This is the
Aramex brand.
We encourage you to resort to this manual often,
whenever you are dealing with an Aramex product,
service, or item.
14The look
ADVERTISING
LOGO & SLOGAN
PACKAGING
COLORS
EMAIL SIGNATURE
TYPOGRAPHY
VEHICLES
ICONOGRAPHY
UNIFORMS - COURIER
PHOTOGRAPHY LANGUAGE
UNIFORMS - SERVICE CENTER
TONE OF VOICE
STATIONERY
15Logo & slogan
Just as a bank would consider a different signature for
one of its clients as unauthentic, our logo must look
exactly the same no matter where it is placed.
Think of the Aramex logo as a
drawing rather than a word. It is
a visual summary of our beliefs,
practices, and personality; it is
our signature.
16The Aramex logotype is composed of
English logo
custom letter forms. It is our corporate
signature, so it is the only English version of
our logo that you should use.
x
x
x
x
x
The Arabic version of the logo is adapted
Arabic logo
from its English counterpart.
This is the only version of the Arabic logo
that you should use.
x
x
x
x
Pantone 485
Color
Process: C:0 M:100 Y:90 K:0
x
Hex value: # dc291e
Clear Space
Always leave some clear space around the
logo to ensure its visual impact. The
minimum amount of clear space you should
leave around the logo is equal the x-height
of the logo’s letterforms.
17To maintain the legibility of our logo, make
2 cm
Logo
sure that it is never less than 2 cm wide in
minimum
English and 1.6 cm in Arabic.
size
1.6 cm
In some cases, you will want to use both
Arabic and
English and non-English versions of the
English logo
Aramex logo. Always make sure that the
relationship
width of the vertical strokes of the letters
in each language is the same.
stroke width
18In countries where English is not widely
Examples of
used or accepted, you are permitted to
Logos in other
create a local version of the Aramex logo
languages
using the local language. The design of the
ჩაბარებულია
არამექსისმიერ
logo must be locally developed and shared
with GSO marketing department before
publishing. Remember that the English logo
must always be present alongside any
non-English Aramex logo.
19Use the logo in red where possible. On a white
If necessary,
or light colored background, the logo must be
such usage is
red, and without any containing shapes.
acceptable
You can use a white logo if you are placing it
on a red or dark colored background.
Only use the black version of the logo when
necessary, such as for fax usage.
If you are placing the logo vertically, rotate it
90 degrees counter clockwise, so it reads
90°
from the bottom up in English and from top to
bottom in Arabic.
90°
20Logo placement depends on your design, so
Logo placement
look into what works best for your
particular design.
But keep in mind that we prefer to place
the English logo in the lower right-hand
corner of a touchpoint, and the Arabic logo
in the lower left-hand corner.
20 %
Always strive to create a balance between
Recommended
the logo and its environment. The logo should
logo size
be large enough to be viewed properly, but it
should not be too large as to overpower the
graphic or the branded layout.
Ideally, the width of the logo should take up
15% to 20% of the total width of the item.
20 %
21Never use colors for the logo other than the
Such usage is
Aramex red, white, or (when necessary)
never acceptable
black—not even shades of these colors.
On a white background, always use a red logo.
Never encase the logo in a box, rectangle, or
any shape—regardless of the background.
Always establish enough contrast between
the logo and its background. The logo must
always be visible, clear, and impactful on all
items it appears on.
22Never imitate the logo by using a font, even
Such usage is
if it looks close in shape to the logo—no
never acceptable
font matches the logo exactly.
Never skew or stretch the logo, and never
change its proportions in any way.
Do not slant or rotate the logo diagonally.
The only permissible rotation is in a 90
degrees angle when necessary.
Never add any effects to the logo.
Never change the kerning (spaces between
the letterforms) of the logo.
23The Aramex slogan is “delivery unlimited”.
Slogan
Always set the slogan in Aramex’s corporate
font, Scene Alt Regular.
When you place the logo and slogan
together, always place the slogan beneath
the logo, and align it to the direction of the
logo’s language (e.g. align left for English,
align right for Arabic).
3 cm
When you place the slogan and logo
together, the logo should be no smaller than
3 cm in width. This sets the slogan at a font
size of 6.6 pt, which is the minumum legible
size acceptable for the slogan.
The slogan may be separated from the logo.
In such cases, be careful to place the slogan
at a distance from the logo, preferably not
on the same page or layout.
24Do not add any effects to the slogan.
Such usage
It should be in black at all times,
is never
unless the background is red or dark.
acceptable
In such a case, use white for the
slogan to increase its legibility.
Always use the Aramex corporate font,
Scene Alt Regular, for the slogan.
Do not alter the relationship between
the logo and slogan; not the size, and
not the alignmet.
If you are combining the slogan with the
logo, do not move it from its position
beneath the logo.
25Colors
Color adds value to the brand in many ways. It helps
people recognize the Aramex brand and differentiates it
from the competition. For these reasons, we want to
own the Aramex red as much as we can.
All communications should use
the Aramex red consistently as
much as possible.
26Always use the colors oulined in this book to
Primary colors
maintain consistency throughout the
application of the brand.
The Aramex red is the only shade of red you can
use for any Aramex application.
Pantone 485 C
Pantone 485 C
Process: C:0 M:100 Y:90 K:0
Hex Value: # dc291e
RGB: 238, 50, 36
We use our secondary colors in conjunction
Secondary colors
with the Aramex red. White and Process Black
are the main secondary colors, while you can
use gray only in specific cases.
White
Process Black
Process Black
Process: C:0 M:0 Y 0 K:100
Hex Value: # 1d1d1b
White
Process: C:0 M:0 Y: 0 K:0
Hex Value: # ffffff
20%
30%
40%
50%
60%
70%
Gray
Tints of Process Black
Process: C:0 M:0 Y:0 K:(20 to 70)
27Our supporting color palette injects
Supporting colors
more life into the brand, especially with
designs that target individual
customers and the B2C segment.
Green represents our commitment to sustainability
Pantone 361 C
and the environment. It also represents growth and
Process: C:75 M:0 Y:100 K:0
our ground operations.
Hex Value: # 39b54a
Blue is the color of the sky and the sea, it represents our
Pantone 299 C
express and freight services. It is also associated with
Process: C:100 M:0 Y:0 K:10
our creativity in providing logistics solutions.
Hex Value: # 009fda
Yellow represents youth, fun, happiness, and sunshine.
These are all positive associations with the sentimental
Pantone 130 C
value behind our services.
Process: C:4 M:40 Y:100 K:0
Hex Value: # f0a31f
28Please refer to the colors here in cases where you need to
RAL colors
use RAL colors.
RAL 2002 Vermilion
RAL 8022
RAL 9016
RAL 9022
RAL 9006
RAL 7047
RAL 6038
RAL 5024
RAL 1003
29Typography
Our typography is an essential part of our brand
identity. When we use our typefaces with the
correct colors and weights, we ensure that our
typography is consistent and legible across all
our communication channels.
With the right typographic touches,
people will recognize every word we
write as belonging to Aramex, even
before they see the logo.
30Flexible solutions
Scene Alt is the official Aramex
English
typeface. Use it for all body copy
typeface
Scene Alt Bold
and headlines on all corporate
and marketing material affiliated
with Aramex.
Delivering packages
Scene Alt Regular
Friendliness
Scene Alt Italic
Global outlook
Scene Alt Medium
Passionate people
We use Trebuchet MS for official
Alternative
correspondence and across HTML digital
typeface
Trebuchet Bold
copy and on microsoft office (Word,
powerpoint...etc) programs.
Smart on the inside
Trebuchet Regular
Finding solutions
Trebuchet Italic
31روح من الريادة
Hacen Tunisia is the official Arabic
Arabic
typeface of the Aramex brand. Use it
typeface
for all body copy and headlines on all
Hacen Tunisia Bold
corporate and marketing material
affiliated with Aramex.
الحلول المبتكرة
Hacen Tunisia Regular
التوجه الإيجابي
Hacen Tunisia Lt
شبكة عالمية
Use Tahoma for official Arabic
Alternative
correspondence and across HTML digital
typeface
Tahoma Bold
copy and on microsoft office (Word,
powerpoint...etc) programs.
حلول إبداعية
Tahoma Regular
32قامت ارامكس بتطوير أنواعا مختلفة من الحلول
Use Hacen Liner for substantial amounts of
Arabic body
التكنولوجية التي صممت خصيصا لتلبية حاجات
body text with relatively small font sizes.
text typeface
الزبائن المختلفة وتقوم بتدريب موظفيهم
This applies to all corporate and marketing
لاستخدام هذه التقنيات.
material affiliated with Aramex such as
annual reports and brochures.
Hacen Liner Print - out Light, 11pt
The Hacen Liner font family contains 6
تشجع ارامكس الإبداع والريادة من خلال استحداث
weights which may be used for typographic
بيئة محفزة للعمل يتم فيها تشجيع الأفكار المنبثقة
emphasis within the copy.
من أي فرد في المؤسسة.
Hacen Liner Print - out, 11pt
عن طريق شبكة متكاملة ومتطورة لتكنولوجيا
المعلومات والاتصالات تقوم ارامكس بربط مراكز
عملياتها عالميا وبامداد موظفيها وزبائنها في سائر
أنحاء العالم بجميع المعلومات اللازمة.
Hacen Liner Screen, 11pt
تشجع ارامكس الإبداع والريادة من خلال استحداث
بيئة محفزة للعمل يتم فيها تشجيع الأفكار المنبثقة
من أي فرد في المؤسسة.
Hacen Liner Screen Bd, 11pt
قامت ارامكس بتطوير أنواعا مختلفة من الحلول
التكنولوجية التي صممت خصيصا لتلبية حاجات
الزبائن المختلفة وتقوم بتدريب موظفيهم لاستخدام
هذه التقنيات.
Hacen Liner XL, 11pt
عن طريق شبكة متكاملة ومتطورة لتكنولوجيا
المعلومات والاتصالات تقوم ارامكس بربط مراكز
عملياتها عالميا وبامداد موظفيها وزبائنها في
سائر أنحاء العالم بجميع المعلومات.
Note: All Aramex fonts may be downloaded
from the marketing Share point page.
Hacen Liner XXL, 11pt
33Iconography
Icons are visual queues that help users to interact with
our devices, draw attention to features, and guide a
user through an interface, without relying on written
language. Due to the growing occurance of displays and
the global reach of products, universal icons are critical
to a positive and consistent user experience. The three
main categories of Aramex icons are general icons, app
icons, and Mobility DNA software ecosystem icons.
Using Aramex icons properly
helps create a unified family
appearance and elevates the
user experience.
34Main icons
Freight
Logistics
Domestic
E-Commerce
International
Express
Express
Secondary icons
* Use the font amx-icon-font.ttf to generate
icons other than those listed here.
35Photography language
Our photography plays a key role in our
communication. It captures how Aramex
positively impacts people’s lives in ways that
words alone cannot.
People in our photos help define the subject
matter of our images. So, make sure your
message and photography complement one
another to tell a complete story.
Finding the humanity in our stories
helps us connect to our audience in
a powerful way.
36The images we use to show the Aramex
Aramex
brand always show our people in action.
centric images
Images must appear natural, positive,
and unstaged.
Keep in mind to properly brand any items
that appear in such images—like packages,
vans, and uniforms.
3738394041For advertising, we use imagery that
Advertising
conveys emotion and lifestyle. Think of our
photography
photography as always telling a story of
how Aramex makes people’s lives better.
For B2C services, we are more flexible in
introducing children that give our imagery
even more heart.
Where possible use local talents to reflect
local ethnicity.
42434445464748Tone of voice
A strong verbal identity allows us to convey our values and personality through
the language we use. When our language is consistent across all channels of
communication, it gives our customers other means of recognizing the Aramex
brand as well as being reassured of their expectations.
Our verbal identity is not only about external communication; it is also about the
writing we use daily, such as in emails, memos, briefs, and reports.
We urge you to speak, write, and
behave in line with what we want
our customers to expect—whether
you are communicating internally
or externally.
49Use industry terminology sparingly, and only when you know
When writing
that your audience is familiar with the terms.
Avoid linguistic clichés.
Avoid very long and complicated sentences.
Use standard English, regardless of who your audience is.
Check your spelling and use a spell checker if necessary.
Avoid using rigid and extremely formal expressions.
50Smile when you are speaking with a customer, even if
When speaking
it is over the phone. The smile will give your voice a
friendly tone.
Introduce yourself with your first name and address
customers by their names.
Never assume that you know it all. Carefully listen to
what the customer has to say, and try to assist them
to the best of your ability.
Do not blame other units or the company for any
problems that might arise. Instead, apologize on behalf
of Aramex and direct the complaint to the responsible
person or department.
“Delivery” means that we deliver packages, parcels,
Attitude
and shipments everywhere around the globe.
It also means that we passionately deliver value
and solutions.
Every one of us is dedicated to what he or she does.
We know that every package we deliver is important.
To us, “delivery unlimited” means that we, as a
company, come up with ideas that suit people’s
needs whatever they are.
Our attitude says “Yes, I can.”
51Stationery
The Aramex identity is instantly asserted when
an Aramex business card is handed to a potential
customer, or when a customer receives a letter
from us.
Please use the provided
business cards, letterheads
and envelopes whenever
sending or communicating
on behalf of Aramex.
52On the front side of the business card,
Business cards
make sure you include the telephone,
mobile, and fax numbers on the first line
just under the logo.
tel +962 6 551 5111 fax +962 6 553 7451
PO Box 960913 Amman 11196 Jordan aramex.com
Place the physical and the web addresses
on the second line.
John Smith
Place the cardholder’s name, title, and
Customer Relationship Team Leader
email in the lower left-hand corner of the
john.smith@aramex.com
card and align everything to the left.
The back of the card is a solid red with
“delivery unlimited” placed in the lower
right-hand corner.
Card size: 9 x 5 cm
delivery unlimited
53English name font:
Bilingual
Scene Alt Bold. Size: 7.5 pt
business cards
English title, email and slogan font:
tel +971 600 554505
mob +971 50 4533503
Scene Alt Regular. Size: 7.5 pt
direct+971 4 2113322
fax+971 4 2829981
PO Box 3841 DubaiUnited Arab Emiratesaramex.com
Address font:
Scene Alt Regular. Size: 7 pt
Hashem Hasan
Sales Manager
hashem.hasan@aramex.com
Arabic name font:
Hacen Tunisia Bold. Size: 8 pt
Arabic title font:
Hacen Tunisia Lt. Size: 8 pt
٥٥٤٥٠٥ هاتف+ ٦٠٠ ٣٥٠٣ ٩٧١متحرك+ ٤٥٣ ٥٠ ٩٧١
Arabic address font:
٣٣٢٢ مباشر+ ٢١١ ٤ ٩٧١
٩٩٨١ فاكس+ ٢٨٢ ٤ ٩٧١
aramex.com
ص.ب ٣٨٤١ دبي الامارات العربية المتحدة
Hacen Tunisia Lt. Size: 7 pt
هاشم حسن
مدير مبيعات
hashem.hasan@aramex.com
54For the letterhead, place the logo in
Letterhead
the upper left-hand corner and the
contact information in the lower
left-hand corner.
Address font:
Scene Alt Regular. Size: 7 pt
55For the bilingual letterhead, place the
Bilingual
English logo in the upper left-hand corner
letterhead
and the non-English logo in the upper
right-hand corner.
Place contact information in both languages
in the lower left-hand corner.
Arabic address font:
Hacen Tunisia Lt. Size: 9 pt
English address font:
Scene Alt Regular. Size: 7.5 pt
Arabic legal name:
Hacen Tunisia Lt. Size: 9 pt
English legal name:
Scene Alt Regular. Size: 7.5 pt
56Place the logo in the upper right-hand
Invoice
corner and the contact information in the
letterhead
lower left-hand corner.
Address font:
Scene Alt Regular. Size: 7.5pt
57Place the logo in the upper left-hand
Envelopes
corner and the contact information
in the lower left-hand corner.
22 x 11 envelope:
Address font:
Scene Alt Regular. Size: 7 pt
A5 envelope:
Address font:
Scene Alt Regular. Size: 7 pt
A4 envelope:
Address font:
Scene Alt Regular. Size: 8 pt
A3 envelope:
Address font:
Scene Alt Regular. Size: 9 pt
58Advertising
Title goes here
Our operations are global, but our
advertising is always consistent and
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi mollis at massa
sed suscipit. In rhoncus lectus vel tincidunt dapibus. Fusce nec urna sit amet
localized. So, we usually portray people from
risus tincidunt euismod. Nullam aliquam in dolor quis congue.
different ethnic groups, relevant to our
Talk to us today: 33003300
audiences. For example, when we advertise
Or email us at: KUL_Enquiries@aramex.com
in the Gulf, we portray people from the Gulf
in a Gulf context.
Please follow the layout standards in this
section to ensure that Aramex
communicates consistently no matter in
which country. Generally, for any particular
advertising touch-point, the hierarchy is:
a. Headline goes on the top
b. Body copy goes under the headline and is
clearly associated with the headline
c. The Aramex logo is placed in the bottom
right corner
d. A full bleed image as the backdrop
delivery unlimited
aramex.com
* In the following pages we show some
examples of different service ads for Aramex.
59When the slogan and url are placed with the
Logo with
logo, the logo should not be used at a size
slogan and url
smaller than 3 cm in width.
3 cm
x
1/3x
2/3x
3 cm
1/4x
1/3x
60Because the global market never sleeps
Perfecting the fine art of global
freight since 1982
We are approaching e-commerce with eyes wide open. We work round-the-clock to serve
e-businesses of all sizes. We’ll integrate your system with ours and take care of
Whether by sea, air or land, Aramex Freight provides
the facilities and expertise for seamless and
everything from customized solutions for the checkout, order fulfilment, customs
streamlined operations. And with the latest
clearance, international shipping, and last mile delivery to returns management.
technology on board, we have freight services down to
And with value-added services such as payment on delivery, shipping and rate calculation
an art form.
APIs you’ll discover e-commerce solutions tailored to your needs. Day and night.
Talk to us today: 44200100
Talk to us today: 03-77878787
Or email us at: KUL_Enquiries@aramex.com
61Deliveries to match the
size of your growth
With our Import Express
solutions, we deliver what you
require from all corners of the
world right to yours. Volume is
not an issue. Speed always is. So
allow us to bring the world closer
to you in smarter ways.
Talk to us today: 33003300
62A truly world-class
A truly world-class
local service.
local service.
For Domestic Express, we understand that delivering from one side of the
For Domestic Express, we understand that delivering from one side of the
country to another requires efficiency and reliability of global standards.
country to another requires efficiency and reliability of global standards.
Discover an operation that continually strives for excellence.
Discover an operation that continually strives for excellence.
A truly world-class
A truly world-class
local service.
local service.
For Domestic Express, we understand that delivering from one side of the
For Domestic Express, we understand that delivering from one side of the
country to another requires efficiency and reliability of global standards.
country to another requires efficiency and reliability of global standards.
Discover an operation that continually strives for excellence.
Discover an operation that continually strives for excellence.
63Because the global
Because the global
market never sleeps
market never sleeps
We are approaching e-commerce with eyes wide open. We work
We are approaching e-commerce with eyes wide open. We work
round-the-clock to serve e-businesses of all sizes. We’ll integrate your
round-the-clock to serve e-businesses of all sizes. We’ll integrate your
system with ours and take care of everything from customized solutions
system with ours and take care of everything from customized solutions
for the checkout, order fulfilment, customs clearance, international
for the checkout, order fulfilment, customs clearance, international
shipping, and last mile delivery to returns management. And with
shipping, and last mile delivery to returns management. And with
value-added services such as payment on delivery, shipping and rate
value-added services such as payment on delivery, shipping and rate
calculation APIs you’ll discover e-commerce solutions tailored to your
calculation APIs you’ll discover e-commerce solutions tailored to your
needs. Day and night.
needs. Day and night.
Because the global
Because the global
market never sleeps
market never sleeps
We are approaching e-commerce with eyes wide open. We work
We are approaching e-commerce with eyes wide open. We work
round-the-clock to serve e-businesses of all sizes. We’ll integrate your
round-the-clock to serve e-businesses of all sizes. We’ll integrate your
system with ours and take care of everything from customized solutions
system with o…Packaging
In line with our environment-friendly approach, we use
recyclable material for our packaging. Biodegradable
materials are used for Aramex pouches and recycled
material for the envelopes. This is just one expression of
our many commitments to sustainability.
Our packages personifiy our
‘delivery unlimited’ attitude
every time we deliver moments
of delight to our customers,
wherever they may be.
65The Aramex pouch is made from
Express pouch
a biodegradable, plastic-like material. It
consists of a red box on a white
background with the Aramex delivery icons
positioned in the center of the red box.
Place the logo vertically on white.
Reserve the back of the pouch for
informational purposes.
The pouch comes in the following types
and sizes:
Small International
260 x 345 + 45 mm
Regular International
310 x 415 + 45 mm
Large International
457 x 530 + 57 mm
Regular Domestic
343 x 423 + 42 mm
Medium Domestic
255 x 345 + 45 mm
Small Domestic
180 x 275 + 40 mm
* Ordering operational supplies must be done
through the GSO from the Aramex Mall on aramex.
net. To view available supplies, please head to the
intranet and place your orders there.
66The Aramex envelope is produced from recycled paper.
Express
It consists of a red box on a white background, with
envelope
the Aramex delivery icons positioned in the center of
the red box. Place the logo vertically on white.
Reserved the back of the envelope for informational
purposes.
The envelope comes in the following types and sizes:
Envelope size:
335 x 240 + 40 mm
Small International
260 x 345 + 45 mm
Regular International
310 x 415 + 45 mm
Large International
457 x 530 + 57 mm
Regular Domestic
343 x 423 + 42 mm
Medium Domestic
255 x 345 + 45 mm
Small Domestic
180 x 275 + 40 mm
* Ordering operational supplies must be done
through the GSO from the Aramex Mall on aramex.
net. To view available supplies, please head to the
intranet and place your orders there.
67Email signature
A signature is the perfect opportunity to brand every email
we send. It helps build trust with recipients and
establishes and reinforces who we are as a company.
John Smith
Account Executive
Aramex International - Global Support Office, Amman
school.magnets.boss
Tel +962 6 551 5111 Ext. 1111 - Mob +962 79 000 0000 - Fax +962 6 552 7461
aramex.com
For a greener planet, please don’t print this email unless necessary.
Promotional banner
* What3Words is a new addressing system that Aramex is tapping
into and is changed according to country. When developing your
email signature, go to what3words.com, find out your three-word
address, and use it in the designated area of your signature.
68Vehicles
Our vehicles are moving and far-reaching
conduits of our brand.
A vehicle can be seen by thousands of
people on a daily basis. So, they present a
great opportunity for us to familiarize people
with our brand, especially if they are not
already our customers.
Keep in mind that an Aramex
vehicle is a statement about
our brand.
69Every Aramex vehicle must have the
Important notes
Aramex logo on it.
In some countries, we are required to be
display the Aramex logo in a language
other than english. In such cases, place the
English logo on one side of the vehicle, and
the non-English logo on the other side.
Both logos must always be based on the
same original ratio.
Red color combination is as follows:
Pantone Red 485C
Toyota color names and codes:
Super Red 5 - Color code: 3P0
Super white II - Color Code: 040
Note: Depending on your local supplier
capabilities, if the provided colors
doesn’t match Aramex’s red, then refer to
GSO Marketing for guidance.
70For more information on branding our
Vehicle examples
vehicles, please refer to the Vehicle
Design Guidelines*.
* You can access the guidelines
from the marketing SharePoint page.
71Vehicle examples
72a. The motorcycle should be red on top,
Motorcycle colors
excluding the driver’s seat (which should be
in black) and the back compartment. Any
area that is paintable should also be red.
b. Place the station number on the back seat or
carriage compartment. Please note that the
numerals are always in English, except for
certain countries.
c. Always place the logo on the red part of the
motorcycle, either on the back compartment
or on the sides.
d. Vehicle number stickers are only applicable
in countries that apply this system. Always
place these in the top-right corner of the
back compartment.
5515111
73a. The scooter should be red on top,
Scooter colors
excluding the driver’s seat (which
should be in black) and the back
compartment. Any area that is
paintable should also be red.
b. Place the station number on the
back seat or carriage compartment.
Please note that the numerals are
always in English, except for certain
countries.
c. Placed on top of the back wheel, on
the red side of the bike.
d. Vehicle number stickers are only
applicable in countries that apply
this system. Always place these in
the top-right corner of the front
compartment.
5515111
74Place the station phone number and web
Station
address sticker on the white front door of
numbers
a vehicle.
Use English numerals unless otherwise
required.
The number is always aligned to the left
of the web address, regardless of the
number’s length.
75Width: 15 cm
Car number
Height: 15 cm
sticker size
Car number stickers are only applicable
in countries that apply this system.
76Always place the safe driving
Safe driving
stickers on the back of the car.
stickers
Size of bilingual stickers:
Width: 38 cm
Height: 17 cm
Size of single-language stickers:
Width: 38 cm
Height: 15 cm
77Only Aramex services are allowed to be
Advertising
displayed on our vehicles, so no advertising
on vehicles
is allowed for clients or any 3rd party.
When advertising on an Aramex vehicle,
leave one side as per the standard red
branding with the English logo. Use the
other side as an advertising space as per
this illustration. The rear window can be
used as advertising space as well if local
law permits.
Super-fast and convenient
deliveries across the globe
78Uniforms - courier
The courier uniforms are designed to be as
practical and convenient as possible for a
physically high demanding job. It consists of
Shirt: Mixture of 60% wicking
the t-shirt, cargo pants, gray belt, and black
polyester/anti wrinkle and 40%
shoes. Winter clothing also includes a jacket
cooling polyester
and fleece.
Cargo pants: Poly-cotton micro-sanded
fine twill weave %65 Polyester and
%35 Cotton
Scanner Pocket
79Applique embroidery:
Features in
This type of embroidery is durable
the Shirt
and maintains shape after washing.
Flat reflector:
To avoid puckering and maintain the
integrity of the reflector.
Polo style collar:
Cotton collar with two hidden buttons.
Eyelet vents:
Placed under the arms on both sides
of the garment, air vents allow extra
breathability.
80Flat reflectors
Polo style collar
Basic embroidery
Eyelet vents
Flat reflectors
Applique embroidery
81Poly-cotton micro-sanded fine
Trousers fabric
twill weave. This fabric is a blend
(cargo pants)
of 65% polyester and 35% cotton.
It is brush treated to give the
fabric a soft feel and fine finish
for extra comfort.
Also, due to the fabric content
this item demonstrates low
wrinkling and better handling
with washing and pressing.
This feature is placed on the right
Scanner pocket
leg of the garment and is designed
in a way to fit all scanner sizes.
82The winter tops are the same as
Winter uniform
the summer tops except that the
sleeves are long.
The uniforms also include fleece
pullovers and puff jackets.
Colors:
Pantone 485
Pantone Cool Grey 11
just ask me
83The fleece pullover and puff jacket
Courier winter
are gray with a red area in the center.
uniform
The Aramex logo is placed on the
lower left side of the red area. The
back side of the fleece pullover and
the puff jacket have the Aramex logo
in the center.
84Uniforms - service center
All Aramex team members who meet with our customers are
representatives of the Aramex brand. so, Aramex service center
agents must wear one of these uniform options at all times.
Keep in mind that it is crucial that Aramex team badges are
always visible.
85Service center
uniform - men
Shirt-Cotton
Collar
Sleeve
Pants-Cotton
86In cases where people would opt to wear traditional
Service center
clothing rather than pants and shirts, an Aramex
uniform
vest becomes the uniform which would be worn on
top of the traditional clothing.
Vest-Wool
87The back side of the top has
Service center
the Aramex logo in its center.
summer uniform
Colors:
Pantone 485
Pantone Cool Gray 11
Shirt-Cotton
Pants-Linen
88Service center
winter uniform
Shirt-Cotton
Pants-Linen
89During the winter, service center agents
Service center
may wear a black, light nylon ripstop jacket
uniform - light
with the Aramex red logo embodied on the
jacket
front left-hand side.
Jacket-Naylon ripstop
Pants-Linen
90Service center
uniform - women
Shirt-Cotton
Collar
Sleeve
Pants-Cotton
91Service center
uniform
Shirt-Cotton
Collar
Sleeve
Skirt-Cotton
92Service center
uniform
Shirt-Cotton
Pants-Linen
93Service center
Winter uniform
Shirt-Cotton
Pants-Linen
94Service center
winter jackets
Jacket-Nylon ripstop
Pants-Linen
95Logo cases
NEW FRANCHISEES THAT ARE
ARAMEX B2B SOLUTIONS
TRANSFORMING INTO AN ARAMEX
B2C SERVICES/SOLUTIONS
AUTHORIZED AGENT
FULLY OWNED
RESELLERS AND CLIENTS
JOINT VENTURE
SPONSORSHIPS
STANDALONE SERVICES
ESTABLISHED FRANCHISEES
96The Aramex logo can appear
alongside various other logos to
represent partnerships, endorsed
Aramex brands, or even unique
Aramex solutions or services.
97Aramex B2B solutions
Please keep in mind that the Aramex logo
For B2B Aramex solutions logos, we place the
must always be in the Aramex red and that
name of the solution alongside the Aramex logo.
the service name must always be in black.
There are two cases in approaching this,
depending on the length of the solution name:
The following two pages explain how you
can produce these B2B solutions logos.
1. Long service name is placed underneath
the Aramex logo.
2. Short service name is placed beside the
Aramex logo.
Case 2
Case 1
short service name beside Aramex logo
long service name under Aramex logo
bio
healthcare
98d. Move the service name 0.25 cm below
To produce the logo for the first case where the
Case 1
the Aramex logo.
service name is long and below the Aramex logo,
long service name
follow these steps:
under Aramex logo
e. Create an outline around this
composition so you can resize the logo
a. Fix the width of the Aramex logo to 4 cm.
according to your needs.
b. Type the solution name using the Rockwell
Remember to always visually examine
Std Light typeface at 33 pt.
your composition and make any
necessary adjustments.
c. Align the Aramex logo with the service name
to the left.
4 cm
healthcare
Service name
e-commerce
0.25 cm
e-commerce
99
99d. Move the service name 0.25 cm to the
To produce the logo for the second case where
Case 2
right of the Aramex logo.
the service name is short and beside the Aramex
short service name
logo, follow these steps:
beside Aramex logo
e. Create an outline around this
composition so you can resize the logo
a. Fix the width of the Aramex logo to 4 cm.
according to your needs.
b. Type the solution name using the Rockwell
Remember to always visually examine
Std Light typeface at 34 pt.
your composition and make any
necessary adjustments.
c. Align the Aramex logo with the service name
at the base line.
Service name
0.25 cm
4 cm
bio
bio
100B2C services/solutions
For Aramex B2C services and solutions:
e. Place the service or solution emblem to the left of your
type composition.
a. The height of the service or solution wordmark is equal
to 3x, with x being the x-height of the Aramex logo.
f. Make sure that the emblem’s size is exactly big enough to
align with the Aramex logo from the top and the baseline
b. Place the Aramex logo above the service or solution
of the service or solution wordmark from the bottom.
wordmark.
g. Leave a space between the right edge of the emblem and
c. Leave a space between the Aramex logo and the service
the beginning of the type equal to half the x-height of the
or solution wordmark equal to half the x-height of the
Aramex logo.
Aramex logo.
Remember to never stretch or distort any logos!
d. Align the Aramex logo and the service or solution
wordmark to the left.
c
l
e
r
i
c
d
i
e
a
h
m
t
x
e
4
t
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e
3
r
1/2x
1/2x
3x
101Fully owned
For fully owned Aramex brands:
d. Leave a space between the fully owned brand’s logo and
the phrase equal to the Aramex logo’s x-height.
a. Use the phrase “An Aramex company” using the Aramex
font, Scene Alt light.
Keep in mind that the phrase must always be less prominent
than the company logo.
b. Align the phrase “An Aramex company” to the left of the
fully owned brand’s logo.
Remember to always visually examine your composition and
make any necessary adjustments.
c. Use the Aramex logo for the word “Aramex” in the phrase.
x
An
company
x
An
company
102Joint venture
For joint ventures or when our logo appears alongside
d. Place the phrase above the joint venture logos,
other logos:
leaving a space equal to the Aramex logo’s x-height
between the logos and the phrase.
a. Place the Aramex logo first in order whenever possible.
Remember to always visually examine your composition
b. Leave a space equal to the Aramex logo’s x-height
and make any necessary adjustments. The phrase must
between the logos.
always be subtle.
c. Place the phrase, “A joint venture between” using the
Aramex font, Scene Alt regular.
A joint venture between
Logo 1
Logo 2
A joint venture between
1/2x
x
x
Logo 1
Logo 2
x
x
103Standalone services
For standalone Aramex services:
d. Align your new composition of the phrase and the
Aramex logo to the left of the standalone service’s logo.
a. Use the phrase “Powered by” using the Aramex font,
Scene Alt regular.
e. Leave a space equal to half the Aramex logo’s x-height
between the x-height of the phrase and the bottom of
b. Place the phrase above the Aramex logo and align both
the standalone service’s logo.
to the left.
c. Leave a space between the phrase and the Aramex logo
equal to a quarter of the Aramex logo’s x-height.
1/2x
Powered by
1/2x
1/3x
Powered by
x
104Established franchisees
For established Aramex franchisees:
d. Leave a space between the franchisee logo and the phrase
equal to the Aramex logo’s x-height.
a. Use the phrase “An Aramex Franchisee” using the Aramex
font, Scene Alt light.
Keep in mind that the phrase must always be less prominent
than the franchisee logo.
b. Align the phrase to the left of the franchisee logo.
Remember to always visually examine your composition and
c. Use the Aramex logo for the word “Aramex” in the phrase.
make any necessary adjustments.
x
franchisee
An
x
An
franchisee
105New franchisees that are
transforming into an Aramex
For new Aramex franchisees that are either
d. Place the phrase beneath the Aramex logo.
operating some of the services offered by Aramex,
or are gradually transforming into a fully branded
e. Leave a space between the Aramex logo and the phrase
Aramex franchisee:
equal to a quarter of Aramex logo’s x-height.
a. Use the phrase “Operated by” using the Aramex
Keep in mind that the phrase must always be less
font, Scene Alt light.
prominent than the Aramex logo.
b. Align the phrase “operated by [franchisee name
Remember to always visually examine your composition
or logo]” to the left of the Aramex logo.
and make any necessary adjustments.
c. The phrase’s cap height must be equal to one
third the Aramex logo’s x-height.
x
1/3x
Operated by
1/3x
x
Operated by
106Authorized agent
For authorized Aramex agents:
d. Leave a space equal to one-third the Aramex logo’s
x-height between the logo and the phrase.
a. Create the phrase “Authorized agent” using the
Aramex font, Scene Alt regular.
Keep in mind that the phrase must always be less
prominent than the Aramex logo.
b. Place the phrase below the Aramex logo.
Remember to always visually examine the composition
c. Align the phrase to the left of the Aramex logo.
and make any necessary adjustments.
x
1/3x
Authorized agent
1/3x
Authorized agent
107Resellers and clients
For resellers and clients:
d. Leave a space equal to one-third the Aramex logo’s
x-height between the logo and the phrase’s baseline.
a. Create the phrase “Delivered by” using the Aramex
font, Scene Alt regular.
Keep in mind that the phrase must always be less
prominent than the Aramex logo.
b. Place the phrase above the Aramex logo.
Remember to always visually examine your composition
c. Align the phrase to the left of the Aramex logo.
and make any necessary adjustments.
Delivered by
1/2x
1/3x
Delivered by
x
108Sponsorships
For Aramex sponsorhips:
a. Create the phrase “Official delivery partner” or
Keep in mind that the phrase must always be less prominent
“Official logistics partner” using the Aramex font,
than the Aramex logo.
Scene Alt regular.
Remember to always visually examine your composition and
b. Place the phrase below the Aramex logo.
make any necessary adjustments.
c. Align the phrase to the left of the Aramex logo.
d. Leave a space equal to one-third the Aramex
logo’s x-height between the logo and the phrase.
x
Official delivery partner
1/3x
Official logistics partner
1/3x
Official logistics partner
109SIGNAGE
SYSTEM
- EXTERNAL SIGNAGE
- INTERNAL SIGNAGE
110Some general guidelines will
help you save time and money
when planning or redesigning
an Aramex sign.
111EXTERNAL
SIGNAGE
112External marketing
Introduction
114
149
115
ENSURING A CONSISTENT
CUSTOMER EXPERIENCE
116
GENERAL GUIDELINES
Don’ts
151
122
RESPECTING URBAN
LANDSCAPES
124
MAIN COMPONENTS
130
THE PROCESS OF APPLYING THE
SIGNAGE ON A BUILDING
Door signs
154
155
STICKER ON GLASS
156
PLATE ON WALL
Primary sign
131
132
GENERAL RULES
133
STANDARD PRIMARY SIGN
Directional signs
157
135
PRIMARY SIGN - OTHER LANGUAGES
137
158
PROTRUDING DIRECTIONAL SIGN
PRIMARY SIGN SPECIFICATIONS
138
160
PRIMARY SIGN - EXCEPTIONAL CASES
DIRECTIONAL SIGN SPECIFICATIONS
Warehouses
Secondary sign
143
161
162
WAREHOUSES SIGNS
144
SECONDARY SIGN
145
SECONDARY SIGN LAYOUT
148
SECONDARY SIGN - SPECIFICATIONSIntroduction
ENSURING A CONSISTENT CUSTOMER EXPERIENCE
GENERAL GUIDELINES
RESPECTING URBAN LANDSCAPES
MAIN COMPONENTS
THE PROCESS OF APPLYING THE SIGNAGE ON A BUILDING
114Ensuring a consistent
customer experience
Aramex operates on different continents, in different
countries, and under different climatic conditions.
As a truly international brand, we must be diligent in
achieving a consistent and coherent identity.
Signs and other design elements play a significant role
in achieving the same brand experience, no matter
if you’re in China, Jordan or Spain. This guide should
help you when planning, maintaining or redesigning an
Aramex office – regardless of the region, country, or
climatic conditions.
This guide cannot answer all your questions, though.
So it is important to always seek the advice and
recommendations of local experts. For outdoor
signage, the climatic conditions have to be taken into
consideration (e.g. when deciding on the material).
Also, certain materials (like Alucobond) might not
be available everywhere, so you will need to find a
suitable alternative.
Rregardless of the method or materials used, our goal
is to create the Aramex brand experience consistently
around the world.
115General guidelines
These general guidelines will help you make quicker,
more accurate decisions:
Use the logos that are provided by
Use the
Aramex; do not try to reconstruct them,
correct logos
do not squeeze or stretch them, and do
not change them in any other way.
Do not change the proportions
Do not change the color of the
Do not attempt to recreate
of the logo
logos
the Aramex logo using any
fonts. The logo is a drawing
that was especially created for
Aramex
116Always use the Aramex red: it is Pantone 485.
Apply the
Pantone 485
right color
a. We always prefer using the English logo. In some
Monolingual
countries, however, you will be required to use
or bilingual?
the logo in the local language. In such cases,
always place the English logo on the left and the
non-English logo on the right. There should
always be enough space between the two logos
(at least double the height of the English logo).
b. If there is not enough space to place the two
logos beside each other, you can place them on
top of each other instead. Always place the
English always on top.
117Always leave space around the logo. The
Clear space
minimum amount of clear space around
the logo is euqal to the x-height of the
letterform.
Cut and place the carrier material
Symmetric
sheets (preferably made of Alucobond)
distribution of
symmetrically. In this case, three sheets
red sheets
of the same size are distributed evenly.
If you are using the logo vertically, rotate
Vertical usage
it 90 degrees counterclockwise. So, the
English logo always reads from bottom to
top, the Arabic from top to bottom.
90o
90o
118Protruding logos should be attached to the
Three
wall (and not to some carrier material like
dimensional logos
5 cm
Alucobond), and should have a minimum
depth of 5 cm.
Make sure that the main logos are always
Internal light
self-lit from inside to guarantee visibility
box effect
during night-time.
119The following are guidelines will help you decide
Materials
PROTRUDING LOGO
which materials to use. Yet that depends on the
local conditions (climate, availability of materials,
For the sides, use any material that is suitable for
available methods, prices...), so please make sure
outdoor usage and allows electricity to be used for
that you involve a local expert.
the inside lighting (like metal).
For larger signs, there you have two options:
For the front, use any material that allows electric
You can either have the logo protrude from the
light to shine through (like a thin, transparent sheet
wall or place it on a red strip.
of plastic; use a red sticker on top of the plastic).
For the protruding logo, another option is to use red
plastic as the only material. In such a case, either the
whole letter is cast from a mold or all sides of each
letter are cast separately and then assembled. Make
sure that the sides are assembled in a way that no
light shines through at the seams.
Transparent plastic
Metal
+ sticker
120LOGO ON RED STRIP
Use acrylic glass or any other material that
Alucobond
allows light to shine through.
White sticker
Acrylic glass
Place a white sticker on top of the acrylic glass.
(protrudes by 2 cm)
The red strip is preferably made of Alucobond.
Metal or plastic
PROTRUDING SIGNS
Transparent plastic
Sticker
For the sides, either use metal or plastic.
Add a sheet of transparent plastic.
Adhere a sticker to the plastic sheet.
Acrylic glass
DOOR SIGNS
Sticker
Either use a sticker that is adhered to the door
pane or place a sign made of acrylic glass next to
the door. Place a red sticker showing the logo on
the acrylic glass.
121Respecting urban landscapes
The Aramex logo and signage form a part of an urban
a. In this case, the Aramex office competes with adjacent
environment. So, we must always carefully examine the
offices. You can place the logo on a red strip to achieve more
urban context wherever Aramex plans to open an office.
visual impact, as the building itself is not an architectural
Thus, we show our respect for fellow citizens.
masterpiece.
Yet the original facade should be taken into consideration
when the office’s front is to be revamped. Do not just cover
the original facade with Alucobond (or any other material)
– instead, clean the facade or paint it in an appropriate color.
122b. It would be better to drop the red strip to
reduce interference with the historical facade
to a minimum.
c. A protruding logo attached directly to the
facade is less obtrusive and shows our respect
for their environment.
d. Logo placement depends on the location. If
the signage area is large, then align the
Aramex logo to the left. If the signage area is
more constrained, align the logo in the center.
Remember to ask a specialist for the advice.
123Main components
Primary Sign
The storefront is key to the initial impression the
customer receives. It announces the Aramex retail
presence to the world.
Working with the existing architecture is crucial. So
signage should, as much as possible, reflect the lines of
the building.
Do not impose the logo onto the facade, but fit the
character of the architecture.
There are three components to the External Signage:
a. Primary sign, which is the main tag.
b. Secondary sign, at street level.
c. External marketing signs, which should be used
selectively in order to avoid visual clutter.
External Marketing
Secondary Sign
124125126127Keep in mind that no logos should be placed
External signage
over the operations area. Logos must only
wide facade
be above the service center to indicate the
entrance to our customers.
SERVICE CENTER
OPERATION AREA
Primary sign
Service Center
مركز الخدمات
أوقات لادوام
Working Hours
من لاسبت لإى لاخميس
Saturday to Thursday
من ٣٠:٨ صباحا لإى ٠٠:٦ مساء
From 8:30 am to 6:00 pm
لاخدمات
Services
لانقل لادولي لاسريع
International Express
لانقل لاداخلي لاسريع
Domestic Express
لاشحن
Freight
لاتجارة الإلكترونية
E-Commerce
لاحلول لالوجستية
Logistics
Plant
External marketing
Mesh blinds
Secondery
Sidewalk
sign
sign
ENTRANCE ELEMENTS
128Special needs parking must be located as close
Special needs
as possible to the main entrance.
parking
There must always be level access (ramps)
between the special needs parking and the
main entrance.
Special needs parking signs must be clearly
marked as parking for special needs customers.
50 cm
120 cm
50 cm
200 cm
114 cm
RAMP
100 cm
520 cm
250 cm
250 cm
150 cm
129The process of applying the
signage on a building
LAYOUT THE RED STIRP FOR THE MAIN SIGN
IDENTIFY THE TYPE OF INFORMATION YOU NEED
Respect the architecture of the building. The length of
Are there any legal requirements you should consider, like
the main sign needs to fit in with the existing facade.
placeing the full company name on the main sign?
The lines of the facade dictate the size of the red strip
Should the sign be bilingual?
and where you can place it.
What services should you list? Does this particular service
center offer any additional services like Shop & Ship?
DECIDE ON THE LOCATION OF THE VERTICAL SIGN
The horizontal and vertical signs should be placed on
opposite corners if possible.
Avoid overlapping the signs (vertical & horizontal).
Take a look at the examples in this guide to help you
evaluate the different cases and sizes. Of course,
these examples cannot and do not cover every
possible scenario, so your selection should take each
service center’s needs into consideration.
130Primary sign
GENERAL RULES
STANDARD PRIMARY SIGN
PRIMARY SIGN - OTHER LANGUAGES
PRIMARY SIGN SPECIFICATIONS
PRIMARY SIGN - EXCEPTIONAL CASES
131General rules
Generally, any Aramex sign should take the form of white
text on a red background.
Ratios are not completely rigid. The relationship
we are recommending here is what we prefer, but we
understand that we need to look at at our signs on a case
by case basis.
Do not apply the text directly onto the building.
The exception to this is if there is a small surface area
on the facade. For example, you should not apply a red
background if the slope of the roof is very steep. Instead,
use the Aramex lettering in red for greater impact.
In all situations, only use the logo for the main sign.
Do not add additional information such as a website,
telephone number, slogan, or anything else that would
clutter the sign and dilute the impact of the logo.
Of course, this is all important information, so there is
a smaller vertical sign that you can dedicate for such
information. Please refer to page 118 for more
information on this topic.
The logo should be in English only, unless there are legal
requirements to use dual signage in the native language
in certain countries. In these cases, the transliterated
logo should be displayed side-by-side with the English one
under it. Please refer to page 117 for more details.
132Standard primary sign
x
x
x
x
x
x
The height of the sign should be triple the
height of the logo
2x
2x
2x
2x
2x
2x
If the bordering space (to the left and right)
is two times the logos height or less, the logo
should be placed in the center
133x
larger then 3x
x
larger then 3x
x
larger then 3x
If the bordering space of the centered logo is
three times the logos height or more, the logo
should always be aligned to the left
3x or larger
3x or larger
3x or larger
3x or larger
3x or larger
3x or larger
134Primary sign - other languages
x
x
x
x
x
x
x
The height of the sign should preferably equal triple the logo height.
Place the Aramex logo in English to the left and the non-English
logo to the right, keeping a clear space equal to the Aramex logo’s
x-height as a minimum from both sides.
135x
x
x
x
x
x
2x
x
x
0.75x
x
x
2x
136Primary sign - specifications
The sign background will be produced from
Consult a professional sign-maker for
Materials
Terms
Alucobond painted Aramex red. The logo will
advice on the best method of application,
be in white acrylic (imposed).
ensuring that the paint remains weather-
resistant. One method is to spray-paint the
material within a heated stove.
The recommended thickness of the sign is
15 cm. If this thickness is not enough to
The size of the logo should be determined
Size
make the sign protrude from the facade,
by the size of the sign (to choose a proper
please make adjustments to ensure that
thickness for the logo please consult a
the sign is easily recognizable.
professional sign-maker for advice).
The recommended thickness of the
One general rule: the maximum thickness of
protruding logo letters is 2-3 cm for a small
the protruding letter should be less than
primary sign and 3-7 cm for a large one.
half the width of the smallest letter.
In bilingual signs, the thickness of the
letters should always be the same for both
Use LEDs or neon to light the signs from the
English and non-English.
Lighting
inside. We prefer LEDs.
Do not alter the distance between letters;
Only the protruding letters should be lit,
the logo proportions are fixed. Please use
not the entire sign. The only case where the
the logo as is it provided.
sign could be lit from the outside is if it is
legally required. Use spotlights in this case.
137Primary sign - exceptional cases
In cases where there is not enough space to place the
original recommended sign, we prefer to stack the sign
vertically than to make it too small.
85 cm
The logo should not be less than 85 cm in width.
If there is not even enough space to place the signage
vertically, or in cases where the facade is too cluttered,
we prefer going with the ratio of “x:1.5x.”
138In cases where we are legally required to display the Aramex legal
Primary sign with
name on external signage:
legal name
a. Place the legal name under the Aramex logo.
b. Left align the English legal name with the English logo.
c. Right align the non-English legal name with the non-English logo.
d. Keep a vertical space of one-third of the logo’s x-height from the
top and bottom.
x
x
x
x
EMIRATES L.L.C. (BR.)
الامارات( ذ.م.م. )فرع
x
x
1/3x
1/3x
EMIRATES L.L.C. (BR.)
الامارات( ذ.م.م. )فرع
139We prefer using protruding signs for Aramex offices.
Protruding logo -
When deciding if you should do it this way, check if:
placing the logo
directly on the
a. there is enough space to place the logo on the
building facade
facade.
b. there is enough contrast between the logo and the
facade’s color/surface. If, for example, the facade’s
material looks very busy, you might consider using
the Aramex logo on a red strip.
c. the surroundings allow such usage. If, for example,
the adjacent buildings show loads of other logos or
signs, you might want to place the white logo on a
red strip.
Implementing this protruding logo shows that
Aramex respects the architecture, the residents, and
other companies.
When placing two Aramex logos (one in English, one
transliterated), make sure that the English logo is
always on the left while the non-English logo is on
the right.
Make sure that there is enough space between the
two logos. You can go by “the more space the better.”
The construction model on the top right is the model
that should be used for all protruding logos, unless
explicitly pointed out otherwise.
140MATERIAL
a. For the sides, use any material that is suitable for
outdoor usage and allows electricity to be used for
the inside lighting (like metal).
b. For the front, use any material that allows light to
shine through (like a thin sheet of plastic).
Metal
Transparent plastic + sticker
c. Red sticker on top of plastic.
Another option is to use red plastic as the only
material. In such a case, either cast the whole letter
from a mold, or cast all sides of each letter separately
and then assemble them. The difficulty is to then
assemble the sides in a way that no light can shine
through at the seams.
141After having examined the urban surroundings,
Corner offices
you may decide to use a red Alucobond strip with
protruding Aramex logos. The logos should be lit
from inside the Alucobond structure.
LOGO MATERIAL
a. Acrylic glass or any other material that
allows light to shine through.
b. White sticker adhered to acrylic glass.
RED STRIP MATERIAL
Preferably Alucobond.
Acrylic glass
(protrudes by
Alucobond
White sticker
2 cm)
142Secondary sign
SECONDARY SIGN
SECONDARY SIGN LAYOUT
SECONDARY SIGN - SPECIFICATIONS
143Secondary sign
The two signs (horizontal and vertical)
should be placed on opposite corners
if possible.
Various examples of the secondary sign
are provided, showing a range of possible
sizes. Selection depends on the individual
Service Center
service center.
The secondary sign includes information
on working hours and services offered.
The font sizes are 60 pt at minimum and
Working Hours
85 pt at maximum.
Saturday to Thursday
From 8:30 am to 6:00 pm
In every case, the sign should never be
horizontal. The width should always be
Services
smaller than the height to emphasize
International Express
the vertical feeling.
Domestic Express
Freight
E-Commerce
If the Shop & Ship Service is offered in
Logistics
a particular office, it should be promoted
on the vertical sign.
144Secondary sign layout
1.33x
x
1.33x
Service Center
x
1/3x
Working Hours
Saturday to Thursday
From 8:30 am to 6:00 pm
Services
International Express
Domestic Express
Freight
E-Commerce
Logistics
1/3x
x
145In bilingual signage, maintain the balance
Secondary sign -
between the sizes of the logos and do not
other languages
make one logo larger than the other. Please
refer to page 18 and 117 to better understand
proper logo treatment.
Align the English logo first and then the
transliterated version.
Service Center
مركز الخدمات
أوقات الدوام
Working Hours
من السبت إلى الخميس
Saturday to Thursday
من ٣٠:٨ صباحا إلى ٠٠:٦ مساء
From 8:30 am to 6:00 pm
الخدمات
Services
النقل الدولي السريع
International Express
النقل الداخلي السريع
Domestic Express
الشحن
Freight
التجارة الإلكترونية
E-Commerce
الحلول اللوجستية
Logistics
1461.33x
x
0.75x
x
1.33x
Service Center
1/3x
مركز الخدمات
x
1/3x
أوقات الدوام
Working Hours
من السبت إلى الخميس
Saturday to Thursday
من ٣٠:٨ صباحا إلى ٠٠:٦ مساء
From 8:30 am to 6:00 pm
الخدمات
Services
النقل الدولي السريع
International Express
النقل الداخلي السريع
Domestic Express
الشحن
Freight
التجارة الإلكترونية
E-Commerce
الحلول اللوجستية
Logistics
1/3x
x
147Secondary sign - specifications
The sign background will be produced from alucobond
Materials
Lighting
Use LEDs or neon to light the signs from the inside. We
painted Aramex red. All content will be in white acrylic
prefer LEDs.
(imposed) unless the placement requires a sticker on the
front window of the service center.
Only the protruding letters should be lit, not the entire
sign. The only case where the sign could be lit from
the outside is if it is legally required. Use spotlights in
Consult a professional sign-maker for advice on the best
Terms
this case.
method of application, ensuring that the paint remains
weather-resistant.
One method is to spray-paint the material whilst in a
heated stove.
The recommended thickness of the sign is 10 cm. If this
thickness is not enough to make the sign protrude from the
facade, please make adjustments to ensure that the sign is
easily recognizable.
The recommended thickness of the protruding letters for:
logo: 2 cm, name “Service Center”: 1cm, other content: 2
mm.
The size of the logo should be determined by the size of the
sign (to choose a proper thickness for the logo, please
consult a professional sign-maker for advice).
One general rule: the thickness should not be more than half
of the weight of the smallest letter stroke. In bilingual
signs, the thickness of the letters should always be the
same for both English and transliterated logos.
Do not alter the distance between letters; the logo
proportions are fixed. Please use the …External Marketing
149External marketing
For us, the land, the sea
Posters should be hung on the inside of the front
door of the service center.
and even the sky is not
Use see-through flex or material so that the shop is
the limit
visible inside and employees can still see outside.
We prefer ads or posters with big, well-designed
typography.
150Don’ts
151Don’ts
Don’t clutter and prioritize excessive information over the logo
Don’t place the Arabic logo above the one in English
152Don’t clutter your facade with promotional items and
Don’t overuse the logo, as it devalues the brand
avoid using curved elements
153Door signs
STICKER ON GLASS
PLATE ON WALL
154Sticker on glass
Preferably, place the sticker on the
window or door pane.
Sticker
155Plate on wall
If, for whatever reason, you cannot place
a sticker on the window or door, you can
put a plate onto the wall adjacent to the
main door.
Arylic glass + sticker on top
Material
Acrylic glass
Sticker on top
of Acrylic glass
156Directional signs
PROTRUDING DIRECTIONAL SIGN
DIRECTIONAL SIGN SPECIFICATIONS
157Protruding directional sign
Regardless of the material used, this sign design
has to follow the Aramex brand identity guidelines
to ensure a consistent and coherent brand
experience. Make sure that the logo and arrow are
both lit from inside the sign.
The sign should not be directly attached to the
wall. The minimum distance between sign and
wall is 10 cm.
Arrows can be combined to indicate that the door
Front
is on the left (if you come from the front). If you
come from the back side, the sign indicates that
you would have to turn around the corner to find
the entrance.
Back
158Make sure that the arrow is always aligned to
Arrow options
right or left of the logo. Leave some vertical
space between the logo and arrow to make
sure they are both clear and impactful.
Front
Back
159Directional sign specifications
a. Any material that allows light to shine
Material
through (like a thin sheet of plastic).
b. Sticker: only to be put on the front.
>10 cm
Metal or plastic
All sides are supposed to be lit. If it is not
Illumination
possible to light all sides, at least make
Transparent plastic
sure that the front and back are lit.
Sticker
The minimum distance between
sign and wall is 10 cm.
60 cm
b.
45 cm
Choose from one of these two sizes. Which
a.
size fits best in your case depends on the
location, building size, and distance from
60 cm
the street.
45 cm
a. 45 × 45 cm.
b. 60 ×60 cm.
160Warehouses
WAREHOUSES SIGNS
161Warehouses signs
Use the protruding logo on warehouses.
Protruding logo
Please refer to page 140 and 141 for
Logistics Center
more details.
“Logistics Center” should be written in
Logistics center
Scene Alt font, in black.
MATERIAL
a. For the sides, use any material that
is suitable for outdoor usage and
allows electricity to be used for the
inside lighting (like metal).
b. For the front, use any material that
allows light to shine through (like a
thin sheet of plastic).
c. Red sticker on top of plastic.
Interior banners may be placed at the
Interior banners
front of each shelf row.
MATERIAL
Flex or similar material.
162INTERNAL
SIGNAGE
163Internal signage should be functional,
informative, and reflect the spirit of
the Aramex brand.
If the center offers the Shop & Ship
service, it should be promoted inside.
164Logo/brand wall
166
Area indicators
172
Office indicators
174
Desk indicators
176Logo/brand wall
166Logo/brand wall
The continuity of the logo is as important inside the service center as it
is outside on the storefront.
The logo should not be redrawn. Please refer to the digital files and contact
the GSO Marketing Department if you have any queries.
Old brand elements such as icons should not be used, and existing elements
should be removed. Non-corporate fonts should never appear in signage
inside our centers, and no other logos should be displayed.
If there is not enough space to place the signage vertically, or in cases
where there is a cluttered facade, we prefer the ratio of “x:1.5x”.
INFO/SPECS
The background should be printed in the Aramex red.
The logo should be made of white acrylic with a thickness of 2 cm and
applied to the background.
The name of the service center should be made from white acrylic with
a thickness of 0.5 cm.
Thicknesses depend on the size of the brand wall. But under all
circumstances, the thickness of the logo should be larger than the
thickness of the title.
1672x (min)
x
2x (min)
Service Center
y
More than 2y
1681.5x (min)
x
2x (min)
Service الخدمات مركزCenter
y
More than 2y
1691.5x (min)
x
2x (min)
Service الخدمات مركزCenter
y
More than 2y
170171Area indicators
172Area indicators
Area indicators should be made from rigid foam
redrawn, or placed in any way that deviates
letters with a thickness of 0.5 cm and painted
from the original specification.
Aramex red on all sides.
Please consult a specialist designer to supply
Sign proportions and components (such as the
the components in the correct format with
letters) are fixed. They cannot be changed,
accurate specifications.
173Office indicators
174Office indicators
Signs should be made from plexiglass with rounded
Marketing Manager
Customer Services
edges and hung from four corners with the specified
metal accessories.
مدير التسويق
خدمة العملاء
Printed stickers should be hung from the back of the
plexiglass sheet.
Sales Manager
Customer Services
The text on the sign should always be white on a red
مدير المبيعات
خدمة العملاء
background, with the English text on top.
175Desk indicators
176Desk indicators
Desk indicators use an alphabet system with white
letters placed on a red background, regardless of
whether the numbers are digital or printed.
If the Shop & Ship service is offered at the center, it
should have its own designated desk, indicated with
the Shop & Ship logo.
177RETAIL
DESIGN
SYSTEMFurniture
Introduction
180
223
224
182
CUSTOMIZED FURNITURE
OBJECTIVES
280
183
READY-MADE FURNITURE
DESIGN STRATEGIES
290
184
LIGHTING & ELECTRICITY
BRANDING
295
ACCESSORIES
305
MATERIALS & INFRASTRUCTURE
How to design the
Visuals & graphical elements
Aramex service center
312
185
313
MARKETING MATERIAL
186
OVERVIEW
323
INFORMATIONAL SIGNS
187
THE PROCESS
327
CUSTOMER SUGGESTION BOX
Aramex booth
The layout
332
189
194
333
ZONING
SINGLE WALL
201
341
PLANNING
FREE STANDING
348
CORNERIntroduction
OBJECTIVES
DESIGN STRATEGIES
BRANDING
180Aramex is a customer-centric company, dedicated to
exceptional customer experiences across a diverse
array of touchpoints. Our brand is experienced globally,
operating in over 69 countries.
This guide aims to standardize this experience, and
reaffirm our values across the world.
The retail design system is a reference guide for the
implementation of design solutions in any Aramex
service center. It covers branding, zoning, spatial layout,
external signage, and interior marketing. Employee
behavior is also addressed as part of a comprehensive
way of thinking of the Aramex retail presence.
People should expect the same
great Aramex experience
wherever they are in the world.
181Objectives
The Aramex service center is an important channel to
deliver our brand promise to our existing and potential
customers and to our employees.
CUSTOMERS
To present the full customer experience within the
Aramex service promise.
POTENTIAL CUSTOMERS
To encourage them to consider Aramex as a potential
provider through excellent service standards.
EMPLOYEES
To create a comfortable working environment, as well as
reinforce the brand message and corporate culture.
182Design strategies
FLEXIBILITY
The ability to alter the layout as business needs change.
DURABILITY
Furniture and accessories should withstand daily use and be
easy to maintain.
PRACTICALITY
No frills, no unnecessary fuss–just like Aramex. Materials are
easy to implement in any store around the world, big or small,
without complicated procedures.
WORKSHOP/WAREHOUSE SPIRIT
Maintaining the link to the true nature of a logistics company.
FRIENDLINESS & ACCESSIBILITY
Providing helpful, informative, and interactive elements.
183Branding
Aramex is proud of its transport and operational roots and
THE DESIGN
the brand underlines the practical nature of the company.
The design has been created to evoke the spirit of a warehouse.
It is not a slick or pretentious look.
THE NAME
All service centers should be referred to as the “Aramex
Solid, honest materials create a durable and adaptable system
Service Center.”
of open plan design. This is not just a design look, but a functional
attitude and concept of zoning.
In case of using another language, the name should be
transliterated (for details please refer to the signage section).
184How to design the
Aramex service center
OVERVIEW
THE PROCESS
185Overview
The service centers are designed to be flexible for each
c. For the best solution, assess your particular
individual context.
customers and their most popular services. Always
consult the local Aramex management to find the
a. Aramex is not a standardized coffee shop or fast food
arrangements that most suit a particular community.
location, so there is not one set product that we
deliver. Rather, the design reflects the wide range of
d. Stick to the spirit and guidelines of this manual and
services on offer.
coordinate with the GSO Marketing Department.
b. The design embraces variety and individual tailoring
to different communities, environments, and
backgrounds within the global vision of the company.
The Aramex service center puts the
community at the heart of its design.
186The process
A customer
An interior/
A station
YOU ARE
or
or
service
retail
manager
executive
designer
1. ASSESS NEEDS
e. How many seats do you need in the waiting area?
Contact the GSO Customer Service team for advice on
this matter.
f. Do you need a security desk?
a. How many of the services need long interactions
g. Calculate your storage needs
(desk services)?
h. Consider entry and access
b. How many need short interactions (counter services)?
i. Consider street visibility
c. What are your peak times?
d. What are your service segments (different groups of
customers, and Shop & Ship availability)?
1872. HIRE A LOCAL INTERIOR DESIGNER/CONTRACTOR
It is always a good idea to consult with local experts.
3. PLANNING AND LAYOUT
Draft the general layout of the place and placement
of the external signage and. Always consult the GSO
Marketing team for evaluation.
4. DESIGN DEVELOPMENT
Develop and finalize the design, prepare drawings and
3D renders, and send to the GSO Marketing team for
approval.
5. IMPLEMENTATION
Keep sending digital photos to the GSO Marketing team
every step of the way to make sure things are going
according to plan.
188The layout
ZONING
PLANNING
189This chapter will help you establish
a better understanding of the
spaces and functions you need to
accommodate in the service center.
190191192193ZONING
194On entry
Customers first arrive into the foyer area and are presented
with a brand wall. A loading cart is provided by the entrance
for use by staff or customers for heavy items.
a. The workspace is for the preparing packages and
completing forms with a waste bin nearby.
b. Above the preparation table, the announcements board
offers a space for local, company or governmental notices.
c. There is a queue machine and an interactive touchscreen
for inquiries.
Impulsive Items Display
Brand Wall
Announcements
Board
Interactive Touchscreen
Workspace
Loading Cart
195196Waiting area
A simple waiting area with amenities on offer.
Amenities Area
Community Wall
a. The community wall in this area is a chance to promote
the social projects and cooperative work Aramex is
involved in.
b. The ameneties area has a water dispenser and a
suggestions and complaints box.
c. In some cases, an automated coffee machine could also
be provided.
d. Benches offer enough seating in the waiting area. They
are practical and not easily damaged.
197198Service area
The third zone is the service area, with desk and counter
service and a storage wall or a storage side board behind the
Aramex team members. Each service desk provides a chair
for the customer and a dividing storage separator, giving a
Promotional Material
Storage wall
degree of privacy from the neighboring station.
a. There is a higher standing desk by the entrance
for fast track service, inspired by the fast track aisle
Service Desk
Service Desk
Service Desk
in supermarkets.
b. There is also an inquiries desk, placed next to the
information screen and queuing machine. The
arrangement provides both human and electronic
assistance in one place.
c. The shelving wall behind the counter is designed to
provide storage for a range of different sized packages,
including lockable drawers for sensitive items.
d. The wall also encompasses space for office equipment
and an area for promotional material above head-height.
199200PLANNING
The service center is designed to be modular, so the
concept and zoning can be applied to any size or space.
Each retail space should respect the interaction between
the entry, waiting, and service areas.
201Small service center
Aramex
Waiting area
brand wall
Services (counter,
pedestal and storage)
Community/
announcement wall
202203Regular service center
Waiting area
Community/
announcement wall
Services (counter,
pedestal and storage)
Aramex
brand wall
204205206207208209Medium service center
Community/
announcement wall
Waiting area
Services (counter,
pedestal and storage)
Aramex
brand wall
210211212213214215Large service center
Community/
announcement wall
Waiting area
Services (counter,
Aramex
pedestal and storage)
brand wall
216217218219220221222Furniture
CUSTOMIZED FURNITURE
READY-MADE FURNITURE
LIGHTING & ELECTRICITY
ACCESSORIES
MATERIALS & INFRASTRUCTURE
223CUSTOMIZED FURNITURE
224225Modular and designed to fit into any
service center at any location.
226227228229Desk
Overall size: W160xD80xH72 cm.
SIDE PANELS
Mesh with metal structure, made with double layers of
FRONT PANEL
18 mm painted MDF.
Material: galvanized mesh steel, not painted
Thickness: 1.5 mm.
METAL STRUCTURE
Size: 152x64 cm.
Material: painted metal tube.
Hole diameter: 3 mm.
Metal tube size: 40x40 mm.
Space between holes: 7 mm center to center
Metal tube thickness: 1.5 mm.
Paint: without paint
Paint: using powder coating technology inside heated
oven under 200°C.
NOTES
Paint Color: Dusty Gray (RAL 7037).
a. 1 cm without holes around the edges.
Accessories: all legs are enhanced with plastic cover
b. The height between mesh and ground is 6 cm.
caps with one adjustable cap to overcome unevenness.
c. Top size should be larger than the metal fram by 2 mm
from eachside (PVC thicknes)
Size of metal structure: W160xD80xH70 cm.
DESKTOP
Material: Medium Density Fiberboard (MDF) facing High
Pressure Laminate (HPL) with scratch proof.
MDF thickness: 22 mm.
HPL thickness: 0.7 mm, print (810) cream color.
Edges: 2 mm multi plex PVC.
Accessories: plastic covers for plugs and cables,
60 mm in diameter, dark gray color.
230231Isometric
Holes for plugs and cables:
60 mm in diameter with
plastic covers location to
be determinded on site
Desktop
Metal structure:
powder coated paint
Detail
All legs are enhanced with plastic
cover caps with one adjustable cap
to overcome unevenness
Electrical box for work
surface: electrical
connector 4 gang (2 power,
1 voice, 1 data outlets)
The front panel is fexid to
metal structure from three
sides using screws
Two layers of painted
MDF (18 mm)
232Steel structure
13 cm
38.9 cm
80 cm
20 cm
152 cm
4 cm
20 cm
4 cm
233Front view
160 cm
2.5 cm
69 cm
152 cm
234Side view
2.5 cm
4 cm
80 cm
72 cm
60 cm
69 cm
5 cm
235Counter
Overall size: W160xD80xH107 cm.
FRONT PANEL
METAL STRUCTURE
There should be no screws visible from the front side of
Material: painted metal tube.
the counter.
Metal tube size: 40x40 mm.
Material: Medium Density Fiberboard (MDF) and galvanized
Metal tube thickness: 1.5 mm.
steel sheet towards the bottom.
Paint: using powder coating technology inside heated oven
MDF thickness: 18 mm.
under 200°C.
Galvanized sheet fixed at the lower edge of the MDF front
Paint Color: Dusty Gray (RAL 7037).
with sunken screws from the sides, 37.5 cm in height.
Accessories: all legs are enhanced with plastic cover caps with
one adjustable cap to overcome unevenness.
SIDE PANELS
Flish with metal structure, made with double layers of 18 mm
Size of metal structure: W160xD80xH70 cm.
Painted MDF.
COUNTER TOP AND DESK TOP MATERIAL
Material: Medium Density Fiberboard (MDF) facing High
Pressure Laminate (HPL), scratch proof.
MDF thickness: 22 mm.
HPL thickness: 0.7 mm, print (810) cream color.
Edges: 2 mm multi plex PVC.
Accessories: plastic covers for plugs and cables;
60 mm in diameter.
236237Front view
Holes for plugs and cables, 60
mm in diameter with plastic
covers (gray or black)
HPL laminate and lipping
HPL laminate and lipping
Galvanized steel sheets
folded on to the sides
and placed using glue
and screws
238Rear view
Holes for plugs and cables, 60 mm in
diameter with plastic covers (gray
or black)
HPL laminate and lipping
40 cm
16.1 cm
239Bottom view
Electric box
240Structure
160 cm
20 cm
80 cm
20 cm
4 cm
152 cm
69 cm
65 cm
241Front
elevation
2.2 cm
100.5 cm
160.2 cm
37.5 cm
5 cm
24240 cm
Side
elevation
2.2 cm
2.2 cm
33.8 cm
4 cm
30 cm
63 cm
2.2 cm
78 cm
60 cm
69 cm
37.5 cm
70 cm
5 cm
243Waiting bench
Overall size: W185.45xD50xH79 cm.
Seat height: 40 cm.
NOTE
In some cases, local customs and traditions require gender
separation. In such cases, we advise supplying more than
one bench or using single seats instead.
WOODEN SEAT & BACK
Material (preferred option): solid beech wood strips.
Paint: coated with sealer paint to protect the wood from
mold and moisture.
METAL STRUCTURE
Material: painted metal tube.
Metal tube size: 40x40 mm.
Metal tube thickness: 1.5 mm.
Paint: using powder-coating technology inside heated oven
under 200°C.
Color: Dusty Gray 7037.
Accessories: all legs are enhanced with plastic cover caps
with one adjustable cap to overcome unevenness.
24424510 cm
55 cm
40 cm
24 cm
5 cm
185 cm
33.5 cm
Total seat
height 40 cm
246185 cm
10 cm
55 cm
24 cm
3 cm
5 cm
2 cm
26 cm
26 cm
26 cm
31 cm
31 cm
35 cm
4 cm
173.5 cm
166.5 cm
247185 cm
5.2 cm
18 cm
40 cm
32 cm
39.6 cm
36.6 cm
39.6 cm
4 cm
6.2 cm
2.2 cm
10 cm
View
from top
248185 cm
172.6 cm
166.6 cm
40 cm
32 cm
39.6 cm
36.6 cm
39.6 cm
2 cm
2 cm
6.2 cm
28.4 cm
28.4 cm
249Top view
250Back elevation
251Preparation table
Overall size: W160xD80xH90 cm
DESKTOP
Material: Medium Density Fiberboard (MDF) facing High
Pressure Laminate (HPL), scratch proof (charcoal color)
MDF thickness: 22 mm.
Galvanized steel thickness: 1.5 mm.
Treatment: coated with sealer paint to protect the wood from
mold and moisture.
WOODEN CASE
Material: Medium Density Fiberboard (MDF).
MDF thickness: 18 mm.
Treatment: shall be coated with sealer paint to protect the
wood from mold and moisture.
METAL STRUCTURE
Size W160xD80x35H cm.
Material: painted metal tube.
Metal tube size: 40x40 mm.
Metal tube thickness: 1.5 mm.
Paint: using powder coating technology inside heated oven
under 200°C.
Paint color: Dusty Gray (RAL 7037).
Accessories: all legs are enhanced with plastic cover caps
with one adjustable cap to overcome unevenness.
25225310 cm
6 cm
5 cm
6 cm
22 cm
10 cm
58 cm
160 cm
Top view
254160 cm
2 cm
24.7 cm
52.4 cm
107.6 cm
1.8 cm
51.2 cm
55 cm
24.7 cm
55.6 cm
51.5 cm
1.8 cm
34 cm
152 cm
4 cm
Front elevation
2551.8 cm
1.8 cm
2 cm
78.2 cm
1.8 cm
24.7 cm
1.8 cm
4 cm
72 cm
34 cm
80 cm
Side elevation
256Desk storage units
DESK STORAGE TOP
Material: Medium Density Fiberboard (MDF) covered with
Galvanized steel.
MDF Thickness: 22 mm.
Galvanized steel Thickness: 1.5 mm.
Treatment: shall be coated with sealer paint to protect
the wood from mold & moisture.
WOODEN ASE & DRAWERS FRONT
Material: Medium Density Fiberboard (MDF).
MDF thickness: 18 mm.
Treatment: coated with sealer paint to protect the wood
from mold and moisture.
METAL STRUCTURE
Material: painted metal tube.
Metal tube size: 40x40 mm.
Metal tube thickness: 1.5 mm.
Paint: using powder coating technology inside heated
oven under 200°C.
Paint Color: Dusty Gray (RAL 7037).
Accessories: all legs are enhanced with plastic cover caps
with one adjustable cap to overcome unevenness.
NOTE: the same design can be adopted incase of a
tochscreen mount (table), please contact the GSO
for more details.
257MODULE B
MODULE C
MODULE D
MODULE E
MODULE A
Trolley storage
Pedestal
Trolley storage
Large storage
Small storage
drawers
with drawer
drawers
258MODULE A
Large storage
drawers
259Metal top
Wood top
1.8 cm
Detail 1
Detail 2
Circular hole, 40 mm in diameter
The wooden top is coated with
sealer paint to protect the wood
Wooden case
76.2 cm
from mold and moisture.
and drawers
An underlay layer should be used
between the wooden top and the
49.5 cm
galvanized sheet (to avoid the
denting of the meatl surface)
99 cm
49.5 cm
110 cm
Detail 3
Metal plinth
The assembly of metal plinth and the
wooden base should be concealed
260MODULE B
Small storage
drawers
261Metal top
1.8 cm
Wood top
76.2 cm
Wooden case
and drawers
21 cm
Detail 1
Detail 2
Circular hole, diameter 40 mm
The wooden top is coated with
sealer paint to protect the wood
21 cm
from mold and moisture.
An underlay layer should be used
99 cm
between the wooden top and the
galvanized sheet (to avoid the
denting of the meatl surface)
21 cm
Suspension
file drawer
36 cm
60 cm
Detail 3
The assembly of metal plinth and the
Metal plinth
wooden base should be concealed
262MODULE C
Trolley storage
with drawer
263Metal top
Wood top
1.8 cm
Wooden case
and drawers
21 cm
Detail 1
Detail 2
Circular hole, diameter 40 mm
The wooden top is coated with
sealer paint to protect the wood
from mold and moisture.
76.2 cm
An underlay layer should be used
between the wooden top and the
galvanized sheet (to avoid the
denting of the meatl surface)
99 cm
56.4 cm
Detail 3
Metal plinth
The assembly of metal plinth and the
wooden base should be concealed
264MODULE D
Trolley storage
265Metal top
Wood top
1.8cm
78.2 cm
Detail 2
Detail 1
The assembly of metal plinth
The wooden top is coated with
and the wooden base should
sealer paint to protect the wood
be concealed
from mold and moisture.
An underlay layer should be used
between the wooden top and the
galvanized sheet (to avoid the
104.6 cm
denting of the meatl surface)
70 cm
* Refer to basket size and
details on page 302.
266MODULE E Pedestal
267Detail 2
Detail 1
The assembly of metal plinth
The wooden top is coated with
and the wooden base should
sealer paint to protect the wood
be concealed
from mold and moisture.
Metal top
An underlay layer should be used
between the wooden top and the
galvanized sheet (to avoid the
Wood top
denting of the meatl surface)
80 cm
34.7 cm
76.4 cm
Metal plinth
2681.8 cm
34.7 cm
76.4 cm
1.8 cm
4 cm
80 cm
269Storage wall units
In the following pages are examples of differenet combimations
WOODEN CASE (THE STRUCTURE)
of images to be used as default on the strage wall units. The
FULLY CLOSED MODULES (WOODEN FOLDS)
images can be contexualized depending on the location of the
Material: Medium Density Fiberboard (MDF) facing low
service center. Also, graphics and images can be placed on
emission of formaldehyde (E1 class) with scratch proof
these storage walls to serve the station’s particular needs (e.g.
melamine on both sides.
to promote a particular Aramex campaign).
MDF thickness: 22 mm.
Treatment: coated with sealer paint to protect the
Storage wall modules are to either be open or covered by a
wood from mold and moisture.
metal mesh or by wooden folds. A security lock can be added to
covered modules when needed. There are four set modules to
METAL MESH FOLDS (SEE-THROUGH)
choose from:
Material: cold-rolled galvanized mesh steel.
Thickness: 0.8 mm.
MODULE A:
Hole diameter: 0.5 mm.
Used to store office supplies (printers).
Space between holes: 9 mm center to center
W120xH235xD60 or W120xH267xD60 cm.
Paint: without paint
MODULE B:
5-6 of the H30xW60 cm component.
W60xH235xD60 or W60xH267xD60 cm.
MODULE C:
2-3 of the H60xW60 cm component.
W60xH235xD60 or W60xH267xD60 cm.
MODULE D:
Mixture of the H30xW60 cm + H60xH60 components
W60xH235xD60 or W60xH267xD60 cm.
270271our services
INTERNATIONAL
EXPRESS
DOMESTIC EXPRESS
FREIGHT
SUPER-FAST AND
E-COMMERCE
CONVENIENT DELIVERIES
delivery unlimited
LOGISTICS
ACROSS THE GLOBE
Service الخدمات مركزCenter
delivery unlimited
our services
INTERNATIONAL
EXPRESS
DOMESTIC EXPRESS
FREIGHT
SUPER-FAST AND
BECAUSE THE
E-COMMERCE
CONVENIENT DELIVERIES
GLOBAL MARKET
ACROSS THE GLOBE
NEVER SLEEPS
LOGISTICS
Service الخدمات مركزCenter
272MODULE A
MODULE B
MODULE C
MODULE D
Minimum Height: 235cm
273MODULE A
MODULE B
MODULE C
MODULE D
Minimum Height: 268cm
274Module A
275Module B
276Module C
277Module D
278279READY-MADE FURNITURE
Aramex chairs are not custom-manufactured. So, you have
flexibility in sourcing local products within these guidelines,
which is more sustainable.
280Customer chair
The following suggestions are only examples
of the range of furniture possibilities:
a. No particular brand has been specified, making
the chairs easier to source.
b. It is crucial that your furniture selection adheres
to the Aramex style in these guidelines.
c. The chairs must be durable, practical, and
modern.
d. The preferred color is gray which helps minimize
maintenance.
e. Consult the GSO Marketing Department for any
help you might need.
281Stainless steel tube frame. Seat and back
Breuer waiting
made from plywood (8 mm thickness).
armless chair
Stainless steel tube frame. One piece
Customer
molded plywood seat, upholstered with
cantilever armchair
fabric and armrests in black plastic.
282Stainless steel tube frame, seat upholstered
Customer
with fabric, back and armrests in plastic.
cantilever armchair
Epoxy powder coated metal frame with
4 Legs armless
plywood 0.8 mm thickness seat and back.
stackable chair
283Employee chair
a. The choice of employee chairs is left open for
local sourcing.
b. Employee chairs must allow Aramex employees to
be comfortable and approachable.
c. It is important that these chairs are durable and
of good quality.
d. White or mesh fabric may be used in some cases.
e. Style, quality, durability, and environments should
guide your selection choice.
284Bright armrest and back support with
Mesh
polished aluminum base, mesh backrest,
employee chair
gas lift and tilt mechanism.
Bright armrest and back support with
Leather
polished aluminum base, white PU backrest,
employee chair
gas lift and tilt mechanism.
285Black mesh for back and grey fabric
Medium back
upholstery for seat, self-adjusting
employee chair
react mechanism.
Black mesh for back and black fabric
Medium back
upholstery for seat, syncro mechanism
employee chair
and gas lift.
286All Aramex service centers must have
Queue machine
a Q-Matic machine and must follow
this design.
287Place line separators with a red belt to
Line separators
organize customer lines when needed.
Do not use furniture units as line separators.
288All locations except for small service
TV
centers should have a TV placed in a
position that is clear for all customers
in the waiting area.
The TV should play Aramex content,
queue numbers, or entertainment that
is suitable and acceptable by local
country traditions.
* At small service centers,
TV’s are optional.
289LIGHTING & ELECTRICITY
290Aramex warehouse lighting is industrial in style, with a
color palette of white, metal or black.
We recommend maximizing daylight wherever possible
and implementing an energy saving policy.
Aramex lighting carries the spirit
of the warehouse.
291Ceiling fixtures
Pendant metal
dome light
Dimensions (Inches)
Dimensions (Inches)
Lamping
A
B
C
Lamping
A
B
C
1 (m) 100w
10-1/86-1/2
48
1 (m) 150w16
8-1/4
48
C
C
B
B
A
A
292Flush mount
ceiling light
293Electrical accessories
Electric covers
Switch plates
294ACCESSORIES
295Announcement board
The announcement board is a friendly way of staying
in touch with the local community through relevant
local notices.
Specifications: cork sheet with a wooden frame.
296Window covers
Place simple white roller blinds only
when needed.
Stations are allowed to use images of
window stickers in countries where the
Aramex brand is new.
* Refer to page 125 for
more information.
297Separator wall and partition
Place a white painted Gibson separator in small
service centers where gender segregation is required.
If the space does not permit, a perforated steel fixed
on metal tubes from both sides to minimize viability.
298Poster variations
We have flexibility in how we display our posters.
We recommend one of two ways:
a. Printing on a foam board or placing a sticker
on a foam board.
b. We prefer using foam boards, but if you expect
to replace posters often, then a more
sustainable solution may be to use metal snap
frames—snap on four sides with a transparent
plastic sheet to protect the poster.
Keep in mind that we like our posters simple and
direct, so be concise with the copy you use.
Sticker
Foam board
299Office accessories
Office accessories should remain within the same spirit of
the warehouse; they are modern, functional, and practical.
The service center is a customer-focused office space, so
avoid excessive personalization of the work area.
Preferably metal (aluminum).
Office desk set
Silver, black, or gray.
300Stainless steel waste bins. Double-thickness
Waste bins
edges lend rigidity and resistance to the product.
Containers available in different heights can be
linked through aluminum and Velcro joints.
All Aramex service centers must have
Tissue boxes
branded tissue boxes.
301Every counter must have an Aramex-
On counter pen
Stations have the option to procure a silver
Shipment bins
branded pen for customers to use.
metal trolley to easily move shipments
between the storage room and front counter.
540
740
600
600
740
Ref. 4 461 57 03
Weight: 15 kg
615
820
302Any announcement that needs to be
On counter/
displayed on the counter or desk should be
desk major
typed in the template attached and placed
announcements
inside this acrylic A4 stand. Only one stand
is permitted per customer service desk.
303Accessories for the
customized furniture
For cable management:
White
dark gray or black.
plastic caps
Metallic holder, on wheels
CPU holder
(free standing).
All legs are enhanced with plastic
Legs (caps)
cover caps and adjustable feet to
overcome unevenness.
304MATERIALS & INFRASTRUCTURE
305Furniture materials
Furniture materials reflect the natural warm hue of wood,
metal, white walls, and subdued flooring.
Durability is key. So, we use Medium Density Fiberboard
(MDF) wood for its strength. For metals, we use treated
galvanized steel. If this is not available, you can use
painted metal—only in the specified gray color.
For floors, we prefer functional flooring or tiling that
would withstand daily use and require minimal upkeep.
306Medium Density Fiberboard (MDF), coated
MDF wood
with sealer paint.
Preferred cover: facing High Pressure
Laminate (HPL), scratch-proofed on
both sides.
Alternate cover option: facing low emission
of formaldehyde (E1 class) with scratch
proof melamine on both sides.
Painted metal tubes, 1.5 mm thickness
Metal structures
and powder coated in dusty gray color
(RAL 7037).
Galvanized steel, 1.5 mm thickness.
Galvanized steel
sheets
307Bench: seat & backwood
Solid beech wood strips.
Solid Swedish wood strips.
Preferred option
Alternate option
Beach wood
Swedish wood
308Metal mesh
Solid beech wood strips.
Metal mesh
309Floor treatment
The decision on the flooring is left to the local
Aramex management and interior design company.
Please remain within the guidelines when choosing
a floor treatment.
Preferred option
Alternate option
Concrete floors
Ceramic tiles
310Data cables and
Walls
electrical power outlets
All walls should be painted matte white or
laminated for cleaning purpose.
Data cables and electrical power outlets should be
provided wherever possible in floor boxes or walls
throughout the space. This is to accommodate
future changes in furniture layout.
Ceiling
Consult the local Aramex management to decide on
whether ceilings need to be redone.
We prefer exposed ceilings, but false ceilings are
acceptable where necessary.
Preferred option
Alternate option
Gypsum board (not tiles)
Acoustic ceiling tiles
311Visuals &
graphical elements
MARKETING MATERIAL
INFORMATIONAL SIGNS
CUSTOMER SUGGESTION BOX
312MARKETING MATERIAL
313Marketing materials help
Aramex engage our customers
and community projects.
314315Marketing posters
and ads
The recommended size of the posters is 75x150 cm.
If this is not possible, please use standardized sizes.
Posters should not be smaller than A2.
The printed materials should be of a good resolution,
with a minimum of 150 dpi.
Please refer to page 296 for more details on posters.
316317Community wall posters
The recommended size of the posters is 75x150 cm. If
connecting
this is not possible, please use standardized sizes.
sustainable
Posters should not be smaller than A2.
ideas
The printed materials should be of a good resolution,
aramex.org
with a minimum of 150 dpi.
aramex.org is an initiative about
We recommend a snap frame system for the posters
sustainability, responsible
logistics, and international
which makes it easy to regularly replace posters inside
trends in corporate citizenship.
It is hosted by Aramex
the frame.
Aramex holds sports and cultural
exchange program for Jeddah United
As part of its overall community development and
sports strategy, Aramex, the global logistics solutions
provider, recently organized a sports and cultural
exchange program for the Jeddah United (JU) women’s
basketball team. The 10-member team, mostly
comprising Saudi students, businesswomen,
employees and housewives, was invited by Aramex to
participate in a four-day training program in Amman,
including friendly matches with the Al Riyadi-Aramex
and Shabab Urdun clubs of Jordan.
The exchange program served as a platform to hone
the skill-sets of these budding athletes, giving them
the opportunity to train with seasoned basketball
teams. They were also hosted on a cultural tour of the
Aramex Morocco Social Activity
As part of the INJAZ Entrepreneurship Masterclass
program, Aramex organized a workshop for students
at the “Al Imam Al Tabari” public school in Casablanca,…319Storage wall posters
We place posters on our storage walls to serve the
The sizes of these posters is relative to the design
station’s particular needs (e.g. to promote a particular
of the storage wall. So, their sizes should be decided
Aramex campaign).
on accordingly.
To produce these posters, print directly on a sticker
Make sure to use the official Aramex font, Scene Alt, in
and place it on the MDF wood of the storage wall.
large enough font sizes to be easily legible to the viewer.
MDF
Printed
wood
sticker
Storage
wall unit
320321Flyer Stand
Aramex service centers have flyer dispensing stands
placed next to the Q-Matic machine if space allows.
The stand should never seem empty, so make sure
it’s full at all times.
322INFORMATIONAL SIGNS
323Informational signs are different
from the marketing signs. They are
not promotional, but provide helpful
information for the customers,
such as the services provided at
the Aramex service center and how
Aramex can help the customers with
their needs.
324List of services poster
The list of services posters reflect the services
provided in the center.
Size: relative to the design of the storage wall.
Materials: made from plexiglass and hung from four
corners with the specified metal accessories.
Printed sticker should be hung from the front of the
plexiglass sheet.
Design: use the Aramex font Scene Alt in white on a
red background. The title is in lower case while the
services are listed in all caps.
325Instructional signage
مكان مخصص للنساء
يرجى استخدام المدخل المجاور
هذا المركز مخصص لتسليم شحنات شوب اند
شيب فقط، للشحنات الأخرى الرجاء التوجه الى
Please use the other door
Women’s area only
المكتب المجاور
This location is dedicated for delivering
Shop & Ship shipments only. For other
shipments please visit our next door
service center
326CUSTOMER SUGGESTION BOX
327328Key Hole
Front
Back
Left Side
Right Side
Top
329Front
Top
25.5 CM
1 CM
2.5 CM
20 CM
0.5 CM
1 CM
1 CM
1 CM
2 CM
25.5 CM
21.5 CM
13.8 CM
16 CM
12 CM
0.5 CM
1 CM
2 CM
* Acrylic Thickness 5 MM
** Wood Thickness 10 MM
3302
1
4
3
1. Top 22X25.5 CM
2. Left Side 25.5X16 CM
3. Right Side 25.5X13 CM
4. Acrylic 20X10 CM
331Aramex booth
SINGLE WALL
FREE STANDING
CORNER
332Single wall
Aramex sometimes allocates mobile service centers in malls or
shopping centers. This following pages showcase different
scenarios of a single wall, corner, or freestanding booth
structures that you can construct in accordance with the
allocated space.
Glass backdrop
front
Embossed pattern
333Right side view
With lighting
Spot lights
Spot lights
Glass panel
334Back view
335Left side view
Precise angles
will be refined
in the final 3d
Render
336Top view
337Details
Glass panel
Ipad on stand x2
Cabinates for
parcel storage
Scanner and phone
Printer
Computer, cash register
and barcode reader
Stool x2
338Back corner view
339Back corner view
340Free standing
Front view
341Right view
RIGHT VIEW
342Back view
343Left side view
344Top view
345Details
Scanner
Barcode
Reader
Backdrop with visuals
and infographics
Computer
Cash register
Ipad on stand x2
Telephone
Stools x2
Cabinates for
parcel storage
346Details
Space for
parcel scale
Printer
Cabinates for
parcel storage
347Corner
Front view
Embossed
pattern
348Right side view
With lighting
Embossed
pattern
349Parcel storage cabinates
Opening for entering and
exiting with the option of
having a swing door
350Back view
351Top view
352Behind the walls
353Details
Printer
Open shelving for
iPad on stand
forms & documents
Scanner
Parcel storage
Single stool
Parcel scale
Foldable fold or door
with hinges to allow for
earsier scale access
354Details
Cashier
Computer
Barcode reader
Telephone
355Thank you!
For more information, please contact us at:
marketingsc@aramex.com
