المركز الوطني للتخصيص — المركز الوطني للتخصيص

صفحات الدليل

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 1.0 Brand strategy 1.1 Description 1.2 NCP value proposition 1.3 Our purpose 1.4 Our brand values 1.5 Our personality & tone of voice 1.6 Summary 5 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 1.4 OUR BRAND VALUES These brand values guide how we interact day-to-day as employees and ambassadors for the NCP brand and activities (emotional connection to the brand). Champions Integrity Agile Value creation We are actively involved in Honesty, clarity and fairness We strive for continuous We play a key role in our nation’s development. sit at the heart of NCP. improvement, creating increasing our economic We are accountable for efficiency in our processes diversity and growing We see issues and challenges our actions. and flexibility in our approach prosperity for the nation as opportunities to innovate to achieve successful and for our investors. and drive future prosperity. We aim to be professional outcomes. and impartial to build trust in We are committed to creating everything we do. We simplify where possible value that is sustained and to help our colleagues and for the long term. external stakeholders deal with complex situations. 9 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 1.5 OUR TAGLINE التغيير الحقيقي يتطلب حافزا حقيقيا ليمكننا ويدعمنا ويبين لنا ما هو ممكن ولهذا السبب تم إنشاء المركز الوطني للتخصيص Real change requires a real incentive to enable us and support us and show us what is possible. That is why the National Center for Privatization was established. 10 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 1.6 OUR PERSONALITY & TONE OF VOICE Promise Sustainable Having a strong, consistent personality and tone of voice helps businesses and people to understand who we are and our role in Vision 2030. Everything we Potential Determined say has to be joined up. That way people will get to know us and trust us. Ambitious Diverse Tireless Transparency Optimistic Accountable Continuous improvement Efficient Responsible 11 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 1.8 SUMMARY OUR TAGLINE PAGE 1.5 OUR PURPOSE We are the catalyst for change in Saudi Arabia. PAGE 1.4 The champions of transformation; committed to Vision 2030. OUR BRAND VALUES Integrity Champions Agile Value Creation PAGE 1.6 OUR PERSONALITY & TONE OF VOICE Transparency, Accountable, Optimisitic, Sustainable, Determined, PAGE 1.7 Promise, Potential, Ambitious Efficient, Responsible Continuous improvement Diverse, Tireless NCP VALUE PROPOSITION We are the official Saudi representative for the full spectrum of Public Private Partnerships, PAGE 1.3 developed to realize Saudi Vision 2030. We provide world-class expertise in the areas of legal, financial, advisory, strategy, risk, marketing, project management and human resources. 12 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.0 Logo 2.1 NCP Logo suite 2.2 Special use logos 2.3 Logo color versions 2.4 Logo on background variations 2.5 Clear space & minimum sizes 2.6 Please avoid this... 2.7 Co-branding principles 13 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.1 NCP LOGO SUITE Our NCP logo is the foundation of our brand. Horizontal NCP logo To build and maintain a strong NCP brand Primary version consists: it is important that we apply the NCP logo – NCP logotype (gray text) consistently across all applications. – NCP Symbol The NCP logo consists of the NCP symbol which has the core gradient, representing the transformation we will be a part of and the NCP logotype which has the full name ‘National Center for Privatization & PPP’ in Arabic and English. The standard version is dual language – Arabic and English logotype, shown top. Primary version The horizontal version is the primary version and is used on the majority of NCP symbol Vertical NCP logo communications, screen and print. Secondary version The secondary version is vertical, as shown here. We also use the NCP symbol as a standalone element, used in social media. Note: Please do not attempt to re-create the NCP logo yourself. Artwork files of the NCP logo and other design elements are available from the Brand Team. 14 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.2 SPECIAL USE LOGOS In certain circumstances and exceptions we Special use logo use the special use logo, shown top right. This – Increased NCP logo size has a larger size for the logotype to ensure it – Special print use only legible at smaller sizes, used on a pen or USB. The special use logo is only used for special reproduction requirements such as silk screen, embossing, etching, embroidery and at small sizes. It is never used in full color or on standard communications. NCP Brand Team approval required When required and appropriate in special case the Arabic only or English only NCP logo can be used. This has limited use and must be approved by the NCP Brand Team. Arabic NCP Logo English NCP logo – Limited use – Limited use – Special request required – Special request required 15 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.3 LOGO COLOR VERSIONS There are three color versions of the NCP Color version logo and each one has been created for a – NCP logo, NCP Gray particular application or production process. – NCP Symbol, core gradient Please ensure that you choose the relevant version for your application. Color The color version of our NCP logo should be used wherever possible. Always ensure legibility of the logotype. Black The black NCP logo should only be used in rare situations where no color is available. White The white NCP logo should be used on dark backgrounds, our color gradients and White version Black version images to ensure legibility and visibility. – 100% Black 16 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.4 LOGO BACKGROUND VARIATIONS When placing the NCP logo in a layout, NCP logo on white background always ensure it is against a background of sufficient contrast to be clearly visible. The examples shown here demonstrate how to use the NCP logos correctly against white, colored and photographic backgrounds, if dark enough. NCP logo on dark colored background NCP logo on dark colored background Note: Images used may not be owned or under licence by NCP. Always check permissions prior to any use. 17 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.5 CLEAR SPACE & MINIMUM SIZES Minimum clear space X NCP logo minimum clear space To ensure prominence and legibility, the NCP X = 1/3 s logo is always surrounded by an minimum ymbol height area of clear space which remains free of other design elements, such as type and other NCP elements. X The construction of the clear space zone area is based on the height of the NCP symbol in the NCP logo. We use one-third (1/3) of this height. This is referred to as ‘X’. This also applies to the vertical NCP logo. X Minimum size The minimum size of the NCP logo is measured using the height of the NCP logo, shown by these examples. In print, the NCP logo should not appear Minimum size for print use Minimum size for screen use smaller than 13mm in symbol height, and on screen the NCP logo should not appear smaller than 160 pixels in height. 22mm 160px 13mm 80px 18 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 2.6 PLEASE AVOID THIS... The NCP logos should always be reproduced 1 2 3 from the master artwork provided. It should never be altered, re-drawn, re-colored or manipulated in any way. This page shows some mistakes that should be avoided. 1. Do not change the color 2. Do not apply a drop shadow or other effects 3. Do not use the NCP logo on its own 4. Do not disproportionately scale the logo or symbol 5. Do not change the typeface, 4 5 6 or recreate the logo 6. Do not rotate the logo. املركز الوطني للتخصيص NATIONAL CENTER FOR PRIVATIZATION & PPP 19 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 3.0 Color 3.1 NCP core colors 3.2 Support colors 3.3 Secondary colors 3.4 Color gradients 3.5 Gradient & pattern use 3.6 Color overlays 3.7 Color overlay in use 21 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 3.1 NCP CORE COLORS To achieve consistency across applications, media and different production methods, it is NCP Light Blue NCP Blue important that our color palette is referenced 80% 80% and implemented accurately. NCP colors We have a range of colors that have specific roles and uses in communications: 60% 60% – NCP core colors, as used in the NCP logo and symbol are Light Blue to Blue. – Our support colors are used for body copy (if not using black), to link to Saudi Arabia and to connect our colors in communications. 40% 40% – The secondary colors add warmth and vibrancy to our brand. – We have three color gradients, taken from the NCP symbol, the gradient represents 20% 20% transformation that NCP is a part of. – Color overlays are used for digital channels to aid legibility on imagery, offering a subtle color hint. Print use Screen use Print use Screen use Process RGB Process RGB C 70 M 0 Y 0 K 0 R 60 G 200 B 255 C 100 M 60 Y 0 K 10 R 40 G 60 B 200 Pantone Hex Pantone Hex 2925 C # 3C C8 FF 286 C # 28 3C C8 22 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 3.2 SUPPORT COLORS In our communications the support colors are used as text, rules or in charts. Only NCP NCP Dark Blue NCP Green NCP Gray Green can be used in larger areas, as this 80% 80% 80% links to the nation. NCP Dark Blue is used where possible for text, body copy etc. When using small point sizes dark blue should not be used and 60% 60% 60% changed to Black to ensure legibility. 40% 40% 40% 20% 20% 20% Print use: Process Print use: Process Print use: Process C 100 M 90 Y 10 K 60 C 100 M 0 Y 70 K 0 C 16 M 0 Y 0 K 44 Pantone Pantone+ Pantone 2758 C 334 5435 C Screen use: RGB Screen use: RGB Screen use: RGB R 0 G 20 B 80 R 0 G 167 B 126 R 148 G 161 B 168 Hex Hex Hex # 00 14 50 # 00 A7 7E # 94 A1 A8 23 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 4.0 Typography 4.1 Primary typeface – Latin 4.2 Primary typeface – Arabic 4.3 Digital typeface – Latin 4.4 Digital typeface – Arabic 29 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 4.1 PRIMARY TYPEFACE – LATIN We are the catalyst for change in Saudi Arabia. 1 Our primary Latin typeface is Cairo and can be used in the following weights; Light, ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular, SemiBold and Bold as required. Headlines and large copy should be used in abcdefghijklmnopqrstuvwxyz Cairo Light or Regular to keep an elegant and refined look for the NCP brand. 0123456789 !@£$&*( )_+”:;\<>?/,. Examples: 1. Cairo Light 2. Cairo Regular 3. Cairo SemiBold pages to get in contact. 6% 4. Cairo Bold The champions of transformation; 2 committed to Vision 2030. Follow us Note: Fonts will not be supplied as this is 3 4 a breach of the font license agreement. Follow NCP on our social media External contacts working on behalf of NCP channels to stay up-to-date with the & PPP (designers/printers etc.) are required latest news. If you want to raise an to ensure they have the correct font license. issue with us, please use one of our To get a copy of the font: https://fonts.google.com/specimen/Cairo 30 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 4.2 PRIMARY TYPEFACE – ARABIC لق التحسين ثم ومن لأفكارس. لقة لإعمل الفات تحسين 1 Our primary Arabic typeface is Cairo and can be used in the following weights; Light, Regular, SemiBold and Bold as required. أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف Examples: 1. Cairo Light ق ك ل م ن ه و ي 2. Cairo Bold 3. Cairo Regular 4. Cairo SemiBold 0123456789 (*%$! )_+]:\/؟,. %8تعمل يدية أدوالظلائحة مثل أو في أدوبي أسرعة، يدية أدوات لإعادة كتاجع أدوالتس التسليمكنك ال أن في 3 2 لق الخطوط النصور متنقيمكنك Note: Fonts will not be supplied as this is استخدام جدام جداعتمادة ال بسرع المل استويات ومن إعمل الطباعة. قم a breach of the font license agreement. وجدام الة باعة في مع. يم والبر مؤثرات نصوصا. كتاجع قويات External contacts working on behalf of NCP لتحكم بها كنك يمكن ترغب بالذي الترقيم جميمكنك لق. أدام بسرعة & PPP (designers/printers etc.) are required to ensure they have the correct font license. وافة بشكل أدامج. أو تصمم باع باعة إبداول والتحسين في أكثر اعيد الرسوم لإنت إبدامج والمتنان تصمم واءا الذي في. قويات ترتي أدوات إضافي مثل To get a copy of the font: 4 4 أدوالمتعمل الشرق https://fonts.google.com/specimen/Cairo 31 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 4.3 DIGITAL TYPEFACE – LATIN We are the catalyst for change in Saudi Arabia. 1 Our secondary Latin typeface is Arial and can be used in the following weights; Regular and Bold. ABCDEFGHIJKLMNOPQRSTUVWXYZ Examples: 1. Arial Regular abcdefghijklmnopqrstuvwxyz 2. Arial Bold 3. Arial Regular 4. Arial Bold 0123456789 !@£$&*( )_+”:;\<>?/,. The champions of transformation; 2 committed to Vision 2030. pages to get in contact. 6% Follow us 3 4 Follow NCP on our social media channels to stay up-to-date with the latest news. If you want to raise an issue with us, please use one of our 32 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT 4.4 DIGITAL TYPEFACE – ARABIC أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ 1 Our secondary Arabic typeface is Sakkal Majalla ف ق ك ل م ن ه و ي and can be used in the following weights; Regular and Bold. 0123456789 (*%$! )_+]:\/؟,. Examples: 1. Sakkal Majalla Regular لق التحسين ثم ومن لأفكارس. لقة لإعمل 2. Sakkal Majalla Bold 3. Sakkal Majalla Bold 4. Sakkal Majalla Regular الفات تحسين في أدوبي أسرعة، يدية أدوات لإعادة كتاجع أدوالتس ليمكنتاجية ال البعض في %3ترتيب في موالتجميع قوية بطريقة في أو 3 2 متعمل التشفائحة بإنشاء التسليمكنك ال أن في النصور متنقيمكنك لق الخطوط استخدام جدام جداعتمادة ال بسرع وجدام الة املل استويات ومن إعمل الطباعة. قم نصوصا باعة في مع. يم والبر مؤثرات لتحكم بها كنك يمكن كتاجع. قويات لق الترقيم جميمكنك أدام بسرعة. إبداول والتشفية بالذي أدامج وافة ترغب. بشكل أو تصمم باع باعة لقة موالنصور مع. لقة في أنيقة لإنت إبدامج باعتماديزاين لتصمم والتحسين في أكثر اعيد الرسوم 4 33 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS

CONTENTS BRAND STRATEGY LOGO COLOR TYPOGRAPHY ICONOGRAPHY PHOTOGRAPHY VISUAL SYSTEM OFFICE ELEMENTS APPLICATIONS ARTWORK DIGITAL CONTACT Contact us Please contact our brand and marketing team if you have any queries regarding these guidelines or the brand in general. brand@ncp.gov.sa 112 ©2018 National Center for Privatization & PPP NCP Brand guidelines April 2018 CONTENTS