DACO Dammam Airports Company and
KFIA King Fahd International Airport
Employee Brand Applications / June 19, 20172
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
Formed in 2017, Dammam Airports Company (DACO)
About us
leads the development of the aviation infrastructure
of the Kingdom of Saudi Arabia’s Eastern Region.
As such, DACO has an integral role in the Kingdom
of Saudi Arabia’s strategic plan, Vision 2030.Our Brand
3
DACO Dammam Airports Company
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
The company’s purpose is to drive economic prosperity and social progress
Our purpose
by connecting Eastern Saudi Arabia with the world.
Our vision is to be an airport industry leader by delivering high quality service
Our vision
and providing value for airlines, passengers and business partners alike.
Our mission is to continually invest in inspiring aviation innovations and
Our mission
strengthen our partnerships to deliver a progressive range of airport
management, operational and advisory services.
Inspiring, Progressive, Agile and Dynamic
Our values
Strengthening connections through inspiring
Our proposition
aviation progress.4
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
Our core elements, used in a consistent way,
create powerful and engaging communications.
The following pages take you through each of
these elements in turn, with guidance for their
use and how they work in application.
All images used within this document are for illustrative, internal purposes only, they are not owned by DACO and should never be published.5
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application6
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
Modern Aviation Our logo is composed of a symbol, logotype
Using the ® Symbol The ® symbol is placed on the right-hand
DACO Dammam Airports
Company Logo
and dual language descriptor. A clean, fresh, modern
side of our trade marked DACO logo, in a smaller type size than
brand with a contemporary, abstract symbol represents the
the mark itself, and in a raised (superscript) position. Always
expanding nature of Dammam across North, East, South
ensure this is visible and proportionally correct on each DACO
and West and the international connectivity that is made
communication.
accessible. It can also be seen as a propeller or compass.7
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
There is more than one version of artwork for our logo.
We have to stick to these rules to ensure we always
DACO Dammam Airports
Company Logo
It is essential the correct artwork is used in the appropriate
appear consistent across all our communications.
situation as explained in the following pages.
Always use master artwork supplied.
We also have a single colour black logo, for where colour
use is limited. Never draw your own version of the logo
or use it in a colour that has not been specified.
Primary logo – light background version
Primary logo – dark background version
Secondary logo – single-colour version (limited use)
Secondary logo – dark background version (limited use)8
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
To ensure maximum legibility and maintain the stature of our
Our Minimum size is 25mm in width, our exclusion zone
DACO Dammam Airports
Company Logo
logo it is important to adhere to a minimum size and exclusion
scales proportionally to the height of our symbol in the
zone, an area of clear space around the logo in which no other
descriptor lock-up. Wherever possible we use our primary
graphic element should enter.
logo in full colour. A single colour and white out version are
also available for use in small scale or for low cost print jobs.
Exclusion zone
Minimum size
27mm9
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
A logo lockup without the descriptor is available for use across
Our symbol can also be used as a standalone graphic –
DACO Dammam Airports
Company Shorthand Logo
collateral. This is particularly useful when using the logo across
especially on Social Media icons and apps.
merchandise and at small sizes.
Primary symbol
Shorthand logo
Secondary symbol (single-colour version)
Minimum size
20mm10
DACO Dammam Airports Company
Our Brand
Visual Guidelines
Elements
Application
We encourage you to become familiar with the correct use of
DACO Dammam Airports
Company Considerations
the DACO logo. Please note that the logo has been carefully
crafted and master artwork should always be used.
Shorthand logo
Don’t adjust the gradient within the logo
Don’t recolour the logo
Don’t stretch or squeeze the logo
2017, Dammam
(DACO) leads the developme
frastructure of the Kingdom
astern Region.
Don’t place the logo in type
Don’t use the logo on complicated imagery
Don’t use a gradient over another gradient
Don’t adjust the master lock-up order
Don’t resize any of the elements
Don’t separate the logo in any circumstances12
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
CMYK colours
RGB and HEX colours
Purple is a colour strongly associated with trust.
DACO Dammam Airports Company
and KFIA King Fahd International
We are a distinctly purple brand and use our core
For consistency in printed materials when Pantone
For website and digital production, use the RGB
Airport Colours
colours across leading communications to make
(PMS) colours are not used, always, use the
breakdowns given, where ‘R’ stands for ‘red’,
our brand instantly recognisable.
colour specifications given here rather than any
‘G’ for ‘green’, and ‘B’ for ‘blue’. For consistency
standard breakdowns. ‘C’ stands for ‘cyan’, ‘M’
in colours on screen please use the colour
for ‘magenta’, ‘Y’ for ‘yellow’, and ‘K’ for ‘black.
specifications given here rather than any
Wherever possible, conduct print-testing and
other breakdowns.
proofing prior to production.
Primary colour palette
Pantone 267 C
Pantone 2765 C
Pantone Cool Gray 11 C
Pantone Black C
Pantone 2104 C
C 75 M 98 Y 2 K 0
C 100 M 100 Y 25 K 42
C 0 M 0 Y 0 K 85
C 30 M 30 Y 30 K 100
C 84 M 98 Y 14 K 14
R 102 G 49 B 143
R 28 G 21 B 80
R 77 G 77 B 77
R 000 G 000 B 000
R 75 G 42 B 117
HEX 66318F
HEX 1C1550
HEX 4D4D4D
HEX 000000
HEX 4B2A75
Our gradient
Location 60%
Angle: 30°
Pantone 267 C
Pantone 2765 C
C 75 M 98 Y 2 K 0
C 100 M 100 Y 25 K 42
R 102 G 49 B 143
R 28 G 21 B 80
HEX 66318F
HEX 1C1550
Note
Colours repr…12
Dammam Airports Company
Our Brand
KFIA King Fahd International
Elements
DACO
Visual Guidelines
Application
and
Airport
An expanded palette of secondary, supporting colours, are
Dammam Airports Company
KFIA King Fahd International
available for use across lower level communications to provide
DACO
Colours
visual differentiation. For example these may be used across
and
charts and diagrams. 60%, 40% and 20% tints of these
Airport
colours may also be applied.
Secondary colour palette
Pantone 3278 C
Pantone 215 C
Pantone 299 C
Pantone 2024 C
C 98 M 2 Y 66 K 0
C 22 M 99 Y 36 K 14
C 80 M 15 Y 0 K 0
C 0 M 61 Y 68 K 0
R 0 G 152 B 119
R 176 G 22 B 87
R 0 G 161 B 223
R 253 G 110 B 57
HEX 009877
HEX b01657
HEX 00a1df
HEX fd6e39
Note
Colours represented throughout this guideline are not meant to precisely match actual
Pantone® colour standards. For proper reference, refer to the current Pantone® Colour
Formula guide. Pantone® is the property of Pantone, Inc.13
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
FS Albert is a charismatic type: a warm, friendly sans serif
DACO Dammam Airports Company
and KFIA King Fahd International
face with a big personality. Open, strong and amenable,
Airport Typefaces
and available in a wide range of weights and styles, FS Albert
suits almost every task you put it to. When working on-screen,
e.g. PowerPoint and Internet, use Arial.
Typeface
Opening up your world
Our headline font is FS Albert Light set in sentence case.
This has a bold, professional clarity which reflects our
determined nature. You can purchase this font at:
www.fontsmith.com/fonts/fs-albert
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Our body copy font is FS Albert Light set in sentence case.
This has a bold, professional clarity which reflects our
determined nature. You can purchase this font at:
www.fontsmith.com/fonts/fs-albert14
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
Our photography conveys the professional, rigourous
DACO Dammam Airports Company
and KFIA King Fahd International
and insightful perspective we hold on the aviation industry.
Airport Photography
We use crisp, dynamic photography shot at considered and
interesting angles. Desaturated tones with an emphasis on
purple help to create a uniformed and ownable style.
All images used within this document are for illustrative, internal purposes only, they are not owned by DACO and should never be published.15
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
To ensure consistency in DACO literature, a recommended style
Please follow these examples when visualizing data online or
DACO Dammam Airports Company
and KFIA King Fahd International
has been developed for bar graphs, charts and diagrams. This
in printed material. These have been designed to be visually
Airport Charts, Graphs and Diagrams
demonstrates how the DACO orange and blues work together
striking, and to illustrate important data in an easy-to-digest
and are integrated into our graphic style.
format
Example charts, graphs and diagrams16
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
Icons are a useful communication medium, they can quickly
DACO Dammam Airports Company
and KFIA King Fahd International
convey a concept, function or product. Using simple line work
Airport Icons
and using the DACO colours creates an ownable style of icon
as demonstrated here. These can be used online, within the
airport environments and used on information screens.
Example icons17
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
Our holding device plays an important role in the look and
DACO Dammam Airports Company
and KFIA King Fahd International
feel of our literature system, social media and advertising. It is
Airport Holding device
important to use it consistently and correctly at all times. This
will support us to create communications that are instantly
recognisable. It is essential the correct artwork is used in
the appropriate situation and is always scaled maintaining
proportions.
Holding device
Holding device social media example18
DACO Dammam Airports Company
Our Brand
and KFIA King Fahd International
Elements
Airport Visual Guidelines
Application
This section demonstrates how our core elements are
brought together across communications to make our
brand distinctive. Please use these examples for direct
guidance and as a steer when designing.
All images used within this document are for illustrative, internal purposes only, they are not owned by DACO and should never be published.DACO Dammam Airports Company
Stationery Business CardsDACO Dammam Airports Company
Stationery LetterheadsDACO Dammam Airports Company
Security Cards / LanyardsDACO Dammam Airports Company
Email signature
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Airport awarenessDACO Dammam Airports Company
AdvertisingDACO Dammam Airports Company
Logo animationDACO Dammam Airports Company
AnimationDACO Dammam Airports Company
External Signage@DACOKSA
