GUIDELINES | V.01INDEX
LOGO
BASIC ELEMENTS
4
15
Primary Logo
Primary Logo Colour Palette
6
16
Secondary Logo
Secondary Logo Colour Palette
9
17
Monochromatic Logo
Typography
11
18
Clear Space
Texture
12
19
Minimum Sizes
Illustration style
13
21
Miseuse
Photographic style
23
Tone of voice
APPLICATIONS
28
Stationery
29
Newsletter
30
Web pages
31
Shopper
32
Tote bag
33
Bid bookLOGO | 1.0
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RIYADH 2030 |WORLD EXPO CANDIDATE
LOGO
1.1
PRIMARY LOGO VERTICAL
The Logo represents a palm tree
which is a symbol of life.
Each leaf has been designed to
describe the soul of the city in a
vibrant way with different colours.
The primary Logo version is the
one with the gradients shown in
this page.
The Logo is made of three parts:
- the symbol
- the Logotype
- the city Candidate endorser
The Logo has two lockups, one
vertical
(shown in this page)
and one horizontal (next page).
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LOGO
1.1
PRIMARY LOGO HORIZONTAL
The Logo shown in this page is the
one using a horizontal lockup.
This Logo is usually preferred
for digital applications such as
websites, banners and other
horizontal formats.
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LOGO
1.2
SECONDARY LOGO VERTICAL
The Flat colour version of the
Logo is defined “secondary” as it
must be used only when printing
on special substrate that have
limitations in the output
(es. Flexo printing)
This version of the Logo must be
used when printing technique
doesn’t allow to have a good result
with gradient Logo version.
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LOGO
1.2
SECONDARY LOGO HORIZONTAL
The Secondary Logo version with
the horizontal lockup.
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LOGO
1.3
MONOCHROMATIC VERTICAL
The Monochromatic Logo version
must be used when printing
in more than one colour is not
allowed.
the negative version must be used
on coloured backgrounds and
pictures only when the contrast is
guaranteed.
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LOGO
1.3
MONOCHROMATIC HORIZONTAL
The Monochromatic Logo version
with the horizontal lockup.
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LOGO
1.4
CLEAR SPACE VERTICAL
The Clear space of the Logo is
needed to make sure it always
has enough room around to stand
without interference.
To build the Clear space start
measuring the width of the letter
H and find X.
Building a rectangle around the
Logo, using X as a unit, will define
a space around (see the example),
no graphic elements or text,
should be placed inside that area.
X
X
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RIYADH 2030 |WORLD EXPO CANDIDATE
LOGO
1.4
CLEAR SPACE HORIZONTAL
The Clear space of the Logo is
needed to make sure it always
has enough room around to stand
without interference.
To build the Clear space start
measuring the width of the letter
H and find X.
Building a rectangle around the
Logo, using X as a unit, will define
a space around (see the example),
no graphic elements or text,
should be placed inside that area.
X
X
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RIYADH 2030 |WORLD EXPO CANDIDATE
LOGO
1.5
MINIMUM SIZE
The minimum size shows the
minimum allowed usage of the
logo. This is to prevent the logo,
or part of it, from being illegible.
The minimum size for the vertical
logo is 25mm wide.
size 25 mm
50 mm
75 mm
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LOGO
1.6
MISEUSE
In this page some examples what
you cant do with the logo:
A. Do not distort the brand in any
way.
B. Do not vary the proportions of
the elements.
C. Do not change the colors of the
logo.
D. Do not rotate the logo.
E. Do not alter the lockup of the
graphic sign and logotype.
A
B
C
F. Do not insert graphic elements
inside the clear space area.
D
E
F
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RIYADH 2030 |BASIC ELEMENTS | 2.0
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BASIC ELEMENTS
2.1
PRIMARY LOGO COLOUR PALETTE
The primary version of the logo is
ARCHITECTURE
NATURE
filled with gradients.
Each palm leaf tell us something
about the city and its main aspects
such as NATURE, ARCHITECTURE,
NATURE
NATURE
ARCHITECTURE
ARCHITECTURE
TECHNOLOGY, TRADITION,
COL 1
COL 2
COL 1
COL 1
SCIENCE and ART.
NATURE
NATURE
NATURE
ARCHITECTURE
ARCHITECTURE
ARCHITECTURE
CMYK 90 31 97 22
CMYK 68 0 62 0
CMYK 80 35 10 0
CMYK 50 0 0 0
COL 1
COL 1
COL 2
COL 1
COL 1
COL 2
RGB 0 108 53
RGB 79 180 128
RGB 30 135 189
RGB 79 180 128
#006C35
#4FB480
#1E87BD
#4FB480
Each subject has its own gradient.
All gradients are made of 2
ART
TECHNOLOGY
colours, a darker and a lighter one.
ART
ART
TECHNOLOGY
TECHNOLOGY
COL 1
COL 2
COL 1
COL 2
ART
ART
ART
TECHNOLOGY
TECHNOLOGY
TECHNOLOGY
CMYK 0 32 93 0
CMYK 0 5 65 0
CMYK 88 100 20 10
CMYK 50 69 7 0
COL 1
COL 1
COL 2
COL 1
COL 1
COL 2
RGB 250 183 18
RGB 255 235 114
RGB 71 38 108
RGB 149 98 158
#FAB712
#FFEE9Bv
#47266C
#95629E
SCIENCE
TRADITION
SCIENCE
SCIENCE
TRADITION
TRADITION
COL 1
COL 2
COL 1
COL 1
TRADITION
TRADITION
TRADITION
SCIENCE
SCIENCE
SCIENCE
CMYK 75 0 45 0
CMYK 50 0 37 0
CMYK 0 84 95 0
CMYK 0 55 93 0
COL 1
COL 1
COL 2
COL 1
COL 1
COL 2
RGB 8 176 160
RGB 139 202 179
RGB 232 67 27
RGB 241 136 29
#08B0A0
#8BCAB3
#E8431B
#F1881D
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.2
SECONDARY LOGO COLOUR PALETTE
This selection of colours must be
ARCHITECTURE
NATURE
used when the substrate we are
printing on or the low printing
quality don’t allow the use of the
primary logo colour palette.
CMYK 91 0 100 0
CMYK 74 23 0 0
RGB 0 153 67
RGB 0 158 213
Use as reference Pantone® 355 C
Use as reference Pantone® 2191 C
ART
TECHNOLOGY
CMYK 0 19 89 0
CMYK 66 92 0 0
RGB 255 204 63
RGB 119 58 135
Use as reference Pantone® 123 C
Use as reference Pantone® 2593 C
SCIENCE
TRADITION
CMYK 50 0 31 0
CMYK 0 70 100 0
RGB 135 202 191
RGB 240 103 36
Use as reference Pantone® 338 C
Use as reference Pantone® 165 C
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.3
TYPOGRAPHY
RIYADH EXPO2030 primary font
FONT / WESTERN
is Gotham.
Gotham Font must be used in 2
Gotham Bold
Gotham Book
weights: BOOK and BOLD,
other weights shouldn’t be used.
In case of arabic alphabet usage
The Era Of Change.
The Era Of Change.
the font to be use is Aktiv Grotesk
Arabic in regular weight.
Together for a Foresighted Tomorrow.
Together for a Foresighted Tomorrow.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890@#%&?()
1234567890@#%&?()
FONT / ARABIC
Aktiv Grotesk Arabic
�������������������������������������
�����������������������������������������������������������������������������������
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.4
TEXTURE
Texture representing each palm
ARCHITECTURE
NATURE
leaf can be used as an element
of look & feel.
Whenever the content is about
one subject between the 6,
accordingly should be used
as a texture.
An example is the newsletter
where we can swop textures
ART
TECHNOLOGY
on the margins to focus on the
subject.
SCIENCE
TRADITION
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.5
ILLUSTRATION STYLE
Using the palm leaf of the Logo
we create a composition that gives
us the opportunity to have an
illustration that can be applied to
the layouts as an important asset
(see examples in the next page).
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BASIC ELEMENTS
2.5
ILLUSTRATION STYLE APPLICATION
(see examples)
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.6
PHOTOGRAPHIC STYLE
When selecting an image there are
SPONTANEOUS
CONTEMPORARY
SOCIAL
some rules to be followed.
When choosing an image with
people the picture should match a
list of keywords:
SOCIAL,SPONTANEOUS, HEROIC,
MODERN, CONTEMPORARY,
STYLISH.
(represented images for internal
use only)
HEROIC
MODERN
MODERN
HEROIC
FUN
STYLISH
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.6
PHOTOGRAPHIC STYLE
When choosing an image of a
DYNAMISM
MODERNITY
landscape or a building the picture
should match other keywords such
as: DYNAMISM, PERSPECTIVE,
BRIGHTNESS, MODERNITY,
ELEGANCE.
(represented images for internal
use only)
BRIGHTNESS
ELEGANCE
PERSPECTIVE
MODERNITY
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RIYADH 2030 |WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.7
TONE OF VOICE
How we talk
Change is what you make of it
The voice of all citizens
We’re an open platform that lets people collaborate to
The theme of Expo 2030 Riyadh “The Era Of Change:
make a positive change and walk towards a
Together for a foresighted tomorrow.” is all about the
foresighted tomorrow as a collective. We celebrate this
great citizens of the World, and their potential. We
with engaging, inclusive language that comes together
communicate this with a verbal identity that’s built
and raises our voice as one.
around the power of the people. Always using bold,
expressive writing and inspiring messaging.
Be engaging with functional
We can’t always be super bold and exciting.
Sometimes we have to be more functional – but that
doesn’t mean we have to be boring. The power of our
voice comes from its ability to flex and stretch. Being
engaging with functional means adding our unique
attitude into every little touchpoint, especially the
things that can normally be a little ordinary. Here's
some rules and examples of how we talk.
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BASIC ELEMENTS
2.7
TONE OF VOICE
How we talk
1. Use concrete rather than vague language.
4. Be welcoming and engaging.
We are reliable, concrete people, so let’s speak clearly
Our communication aims to engage people of all ages, all
and matter-of-factly.
walks of life, all backgrounds, and all abilities: leaders,
organizations, families, sports people, the future
NO: “The weather was of an extreme nature recently.”
generation. We welcome and engage them by using an
YES: “We had unusually cold weather last week.”
inclusive, vibrant, and informal language.
2. Use the active voice.
NO: “We kindly invite you to participate to Expo 2030.”
Generally, try to use the active voice whenever
YES: “Join Expo 2030 and take part in the Era of Change.”
possible. Passive voice sentences often use more
words, can be vague, and can lead to a tangle of
5. To avoid confusion (and pompousness).
prepositional phrases.
Don’t use two negatives to make a positive.
NO: “The change can be made by us.”
NO: “We are not unwilling to help.”
YES: “We can make the change.”
YES: “We are willing to help.”
3. Use the first-person plural: “we” and “us”.
6. Don’t use slang.
We speak as a community of people getting together
There’s nothing worse than a brand trying to be cool so
for a foresighted tomorrow.
don’t use slang; it can also date writing instantly. We can
use colloquialisms but be careful; it can come across as
NO: “Riyadh wants to make an impact.”
patronising or just plain weird.
Y…WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.7
TONE OF VOICE
How we talk
9. Hashtags.
6. Don’t use slang.
Hashtags are a great place to be engaging and bold. When
There’s nothing worse than a brand trying to be cool so
we use them, we should always start new hashtags and
don’t use slang; it can also date writing instantly. We can
never follow the ones that’s already trending.
use colloquialisms but be careful; it can come across as
patronising or just plain weird.
NO: “Welcome to Riyadh, candidate city of Expo 2030.”
#expo #events #future
NO: “Hey, man! Check out what’s next for Riyadh 2030.”
YES: “Welcome to Riyadh, candidate city of Expo 2030.”
YES: “Riyadh 2030. The best is yet to come.”
#eraofchange #expo2030
7. English and beyond.
10. How to emoji.
We talk to the World community in English, but when
Feel free to use emojis but don’t overdo it.
we’re writing for specific locations we use their
Pay attention to the world around you – if everyone is using
language, spelling, and grammar. If you’re unsure about
a certain emoji, then find your own or don’t use them at all.
which rules that place follows, do your research.
NO: “Let’s move together towards a foresighted future.
”
8. Using punctuation.
YES: “Let’s move together towards a foresighted future.
”
We play with language, but we don’t break the rules. For
instance, we don’t use multiple exclamation marks at one
time – it makes us sound shouty.
NO: “Welcome to Riyadh: candidate city of Expo 2030!!”
YES: “Welcome to Riyadh, can…WORLD EXPO CANDIDATE
BASIC ELEMENTS
2.7
TONE OF VOICE
How we talk
WE USE
INSTEAD OF
People
Leaders
Community
Stakeholders
Business Development
Growth
Ideas
Opinions
Inclusive
Exclusive
Game-changers
Trendsetters
Commitment
Hope
Plan
Vision
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RIYADH 2030 |APPLICATIONS | 3.0WORLD EXPO CANDIDATE
APPLICATIONS
3.1
STATIONERY
3166 Amr Aldamri St,
Al Safarat, 7666, Riyadh 12512
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
Kingdom of Saudi Arabia
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
ryiadhexpo2030.com.sa
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie consequat,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed
vel illum dolore eu feugiat nulla facilisis at vero eros et
diam nonummy nibh euismod tincidunt ut laoreet dolore magna
accumsan et iusto odio dignissim qui blandit praesent luptatum
Name Surname
3166 Amr Aldamri St,
Al Safarat, 7666, Riyadh 12512
Title
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
Kingdom of Saudi Arabia
zzril delenit augue duis dolore te feugait nulla facilisi. Lorem
nostrud exerci tation ullamcorper suscipit lobortis nisl ut
ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam
ryiadhexpo2030.com.sa
email@expo2030.com.sa
aliquip ex ea commodo consequat. Duis autem vel eum iriure
nonummy nibh euismod tincidunt ut laoreet dolore magna
dolor in hendrerit in vulputate velit esse molestie consequat,
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
vel illum dolore eu feugiat nulla facilisis at vero eros et
nostrud exerci tation ullamcorper suscipit lobortis nisl ut
accumsa…WORLD EXPO CANDIDATE
APPLICATIONS
3.2
NEWSLETTER
Title goes here
Architecture Issue
22 November, 2025
22 November, 2025
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla facilisis
at vero eros et accumsan et iusto odio dignissim qui
blandit praesent luptatum zzril delenit augue duis
dolore te feugait nulla facilisi.
Leading the Planet
orem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad
to a Foresighted
minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat.
Tomorrow
orem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip…WORLD EXPO CANDIDATE
APPLICATIONS
3.4
SHOPPER
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RIYADH 2030 |WORLD EXPO CANDIDATE
APPLICATIONS
3.5
TOTE BAG
32
RIYADH 2030 |
