موسم الرياض 22 — موسم الرياض 2022

صفحات الدليل

BRAND GUIDELINE RIYADH SEASON © 2021 ALL RIGHTS RESERVED

TABLE OF CONTENTS INTRODUCTION (3) TYPOGRAPHY (6) ICON SYSTEM – (9.4) Video Distribution - Lower (1) BRAND PERSONALITY & VALUES – (3.1) Typography Typeface – (6.1) Icon Style - Small Scale Thirds – (1.1)Brand Personality – (3.2) English Font Style – (6.2) Icon Style - Large Scale – (9.5) Video Outro – (1.2)Brand Values – (3.3) Arabic Font Style – (9.6) Video Technical - Specifications (7) GRID SYSTEM – – (3.4) English Paragraph Style – (9.7) Suggested Pattern (2) THE LOGO – (3.5) Arabic Paragraph Style – (7.1) Logo Positioning – (9.8) Transitions – (2.1) Logo Rationale – (7.2) Vertical Templates – (4) COLOR SCHEME (10) WAYFINDING & INSTALLATION – (2.2) Logo Construction – (7.3) Horizontal Templates – (2.3) Clear Space – (4.1) Primary Colors – (7.4) Colored Templates (11) APPLICATIONS – (2.4) Tagline – (4.2) Backgrounds Colors – (7.5) Image Base Templates – (2.5) Logo Variations – (7.6) Isolated Templates – (5) GRAPHICS (DESIGN & VISUALS) (12) IMAGINE MORE FOR KIDS – (2.6) Logo Variations for – (7.7) Social Media Templates Merchandising – (5.1) How to Create Shapes – – (12.1) How to Create Illustrations (8) IMAGERY – (2.7) Logo Minimum Size – (5.2) Shapes Structure – (12.2) Character Structure (Male) – (2.8) Colored & Reversed Logo – (5.3) Shapes Design Examples – (8.1) Image Style – (12.3) Character Structure (Female) – (2.9) Logo on backgrounds – (5.4) How to Create Pattern – (12.4) Facial Expressions (9) VIDEOGRAPHY – (2.10) Secondary Logo – (5.5) Branding Usages – (12.5) C…

INTRODUCTION OUR BRAND IS MORE THAN A LOGO. WELCOME TO RIYADH SEASON BRAND GUIDELINE. THIS GUIDELINE IS DESIGNED TO It is designed to create a distinctive look and feel that is immediately recognizable as Riyadh Season, consisting CONSISTENTLY AND PERFECTLY REFLECT of a number of core elements and guiding principles. OUR BRAND BY ESTABLISHING CAREFUL USAGE GUIDES. THE COMPOSITION, DESIGN This guide will familiarize you with the key branding elements to help you develop and initiate dynamic and AND GENERAL LOOK AND FEEL OF RIYADH powerful communication with a certain level of flexibility. SEASON BRANDING IS REGULATED UNDER THIS GUIDELINE. At Riyadh Season, our goal is to create an extraordinary atmosphere for citizens, expats, & tourists that will leave a remarkable print in every individual’s mind. The following pages clearly outline key elements of our identity to be reflected in all communications, maintaining a well-designed brand. Follow these guidelines when creating marketing materials, internal and external communications. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 3

BRAND VISIONARY BRAND PERSONALITY 2.1 Riyadh Season is part of the Kingdom’s ambitious vision, working in accordance with the vision & mission of empowering KSA. Aimed at offering the best from across the globe to offer individuals with a unique experience. EXCITEMENT OUR BRAND PERSONALITIES DEFINE WHO Riyadh Season will be something extraordinary and unexpected, leaving everyone with a constant sense of WE ARE, HOW WE DO THINGS, excitement and enthusiasm. & WHAT WE WANT TO REFLECT TO THE APPROACHABLE AUDIENCE. Riyadh Season collaborates with the right partners to ensure a full enjoyment for different tastes. CHEERFUL Riyadh Season aims to create a smile on everyone’s face & provide an entertaining environment for everyone’s amusement. IMAGINATIVE Riyadh Season is limitless, offering a wide imagination in each individual’s mind for what to expect next. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 5

BRAND 2.2 BRAND VALUES PASSION OUR VALUES ARE THE PRINCIPLES AND COMPETENCIES THAT DRIVE US IN THOUGHT AND IN ACTION. We aim at showcasing our Saudi passion in growing global and being the talk of the year. IT REFLECTS THE PILLARS OF THE BRAND & DYNAMISM THE STRATEGIC ELEMENTS THAT GUIDE OUR DECISIONS. Our goal is to have a dynamic season that meets the different tastes and all target groups. It is always opened for growth. EXCLUSIVITY We are exclusive, unique, and love to stand out. The opportunities, adventures, & experiences offered are all one of a kind. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 6

RIYADH SEASON... WHERE ENTERTAINMENT, EXCLUSIVITY & JOY EXIST

THE LOGO

LOGO LOGO RATIONALE 2.1 OUR LOGO IS THE MOST VISIBLE ELEMENT OF Starting with the Logo Mark, the focus was on highlighting AlMasmak Castle, which is the start point of KSA’s OUR IDENTITY THAT IS THE KEY ELEMENT OF prosperity & a remarkable site in Riyadh. Adding colorful colors to reflect the vibrant & cheerful vibe the season OUR UNIQUE PRESENCE. provides, in addition to having the negative space between the buildings to make it visually appealing & give it a powerful presence. The logo was built on a thoughtful & meaningful Surrounded by fireworks from both sides, emphasizing on the festive feeling of the season. base, resulting in a deep rationale. Moreover, a bold & daring Word Mark was added to make RIYADH stand-out and leave a remarkable print Presenting a unique composition between Logo wherever used. Mark and Word Mark. MORE This year is added to Imagine, as a continuation of last season with highlighting that it will surpass the last one. Written in a way that is linked to the new identity to maintain a consistent brand. All together building a powerful, outstanding, & magnificent logo. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 9

LOGO 2.2 LOGO CONSTRUCTION LOGO MARK The logo is constructed of 3 main elements that are carefully aligned and combined together to reflect a powerful logo. The full Logo Mark, Word Mark, & tagline complete each other. WORD MARK TAGLINE RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 10

LOGO 2.3 CLEAR SPACE To ensure legibility and prominence, the logo is surrounded by an area of clear space which remains free of other design elements, such as other logos or patterns. The construction of the exclusion zone area of the logo is based on 1.5 dots of “More tagline” as demonstrated here. CLEAR SPACE RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 11

LOGO 2.4 TAGLINE The tagline is a key element of the logo construction. More is added to Imagine, as a continuation of last season with highlighting that it will surpass the last one. Written in a way that is linked to the new identity to maintain a consistent brand. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 12

LOGO 2.5 LOGO VARIATIONS Full Logo: Consists of a powerful element evoking the culture of design reflecting festival colours and the famous AlMasmak Castle, with our remarkable tagline. Logo Mark: Consists of a powerful element evoking the culture of festival colours and the famous AlMasmak fort. Word Mark: Carefully chosen for its modern Full Logo with Full Logo Word Mark with Tagline Word Mark Tagline and yet refined, highly legible style, which has Tagline been further enhanced by the use of upper case letters in colourful tones of the chosen branding color. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 13

LOGO LOGO VARIATIONS FOR 2.6 MERCHANDISING To ensure flexibility, the following logo option usages are applicable for merchandising only. Option 1 Option 2 Option 3 Option 4 RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 14

LOGO 2.7 MINIMUM SIZE More 6 cm Less 6 cm More 6 cm Less 6 cm Less 6 cm To ensure legibility and clarity of the logo, the minimum size usage must be considered. The following clearly guides the scale of the logo usages. Full logo with Tagline Full logo Word Mark with Tagline Word Mark Tagline RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 15

LOGO 2.8 COLORED & REVERSED LOGO Contrast in colors is essential. When logo is placed on a white background, the logo used must be of full color. When logo is placed on a black background, the logo used must be of white color. Colored Full logo with Reversed Full logo with Reversed Word Mark Reversed Tagline Tagline Tagline with Tagline RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 16

LOGO LOGO ON BACKGROUNDS 2.9 Contrast between logo color and background color is essential. When logo is placed on a light background, logo used must be of full color. When logo is placed on a dark background, logo used must be of white color. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 17

LOGO 2.11INCORRECT LOGO USAGES X X X X Changing the Logo Deforming the Logo Removing the Dot Shape Placing the Logo in The logo should always be reproduced from Color from the Tagline Shapes X X X X the master artwork provided to maintain the integrity and promote the consistency of the brand. It should never be altered, redrawn, or manipulated in any way. Creating a Line Changing the Dot Color (only Adding Effects Rotating the Logo The examples demonstrated illustrate possible Version when the logo is in motion it will be allowed). misuses of Riyadh Season logo that should be X X X X avoided. Removing any Changing the Letters Do Not Fill with Creating Other Part from the Logo Colors Patterns Versions Structure RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 19

LOGO 2.12CO-BRANDING POSITIONING 100% SIZE To make sure that Riyadh Season logo is well presented in co-branding, always place the logo at the top left corner as demonstrated. 100% SIZE partner’s 80% SIZE / zone logo partner’s zone logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 20

LOGO 2.13CO-BRANDING A feature of our brand is being dynamic yet solid, therefore, it will have a unique presence with any co-brand. partner’s sponsor’s / zone logo logo The following guides how our logo shall be co-branded with other logos, keeping in consideration the clear space. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 21

TYPOGRAPHY

TYPOGRAPHY 3.1 TYPOGRAPHY TYPEFACE SOMAR IMAGINE MORE Typography plays an important role in communicating an overall tone and reinforces our personality and ensures clarity and harmony in all Riyadh Season communications. تــخــيــل أكــثــــر For both, English & Arabic, SOMAR, provides the sense of enthusiasm and excitement into the entire Riyadh Season communications, as the primary corporate typeface. PRESS TO DOWNLOAD FONT RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 24

TYPOGRAPHY 3.2 ENGLISH FONT STYLE Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr ENGLISH Ss Tt Uu Vv Ww Xx Yy Zz Heavy 1 2 3 4 5 6 7 8 9 0 SOMAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Bold The primary English and Arabic typeface is 1 2 3 4 5 6 7 8 9 0 SOMAR. It is modern and dynamic whilst communicating with confidence. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Medium 1 2 3 4 5 6 7 8 9 0 It is distinctive and carries communication at larger sizes whilst retaining clarity and focus at Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss smaller sizes. Tt Uu Vv Ww Xx Yy Zz Regular 1 2 3 4 5 6 7 8 9 0 It comes with variety of font weights to meet all Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss needs. Tt Uu Vv Ww Xx Yy Zz Light 1 2 3 4 5 6 7 8 9 0 RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 25

TYPOGRAPHY 3.3 ARABIC FONT STYLE أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ العـربيـــة ف ق ك ل م ن ه و ي خط ثقيل 0 9 8 7 6 5 4 3 2 1 SOMAR أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي The primary English and Arabic typeface is خط عريض 0 9 8 7 6 5 4 3 2 1 SOMAR. It is modern and dynamic whilst communicating with confidence. أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي خط متوسط 0 9 8 7 6 5 4 3 2 1 It is distinctive and carries communication at larger sizes whilst retaining clarity and focus at أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي smaller sizes. خط عادي 0 9 8 7 6 5 4 3 2 1 It comes with variety of font weights to meet all أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف needs. ق ك ل م ن ه و ي خط خفيف 0 9 8 7 6 5 4 3 2 1 RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 26

TYPOGRAPHY 3.4 ENGLISH PARAGRAPH STYLE SOMAR MAIN TITLE 100% Typographic hierarchy is another form of visual 50% Subtitle Subtitle hierarchy. 25% Starting with the emblem, the focus was on highlighting AlMasmak Castle, which is the start point of KSA’s prosperity & a remarkable It presents lettering so that the most important site in Riyadh. Adding colorful colors to reflect the vibrant & cheerful words are displayed with the most impact so vibe the season possess, in addition of having the negative space users can scan text for key information. between the buildings to make it visually appealing & give it a powerful presence. Typographic hierarchy creates contrast between Surrounded by fireworks from both sides, emphasizing on the elements. festive feeling of the season. Moreover, a bold & daring logotype was added to make RIYADH The font weights are as the following: stand out and leave a remarkable print wherever used. Main Title: Bold Subtitle: Medium Body text: Light RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 27

TYPOGRAPHY 3.5 ARABIC PARAGRAPH STYLE SOMAR العنوان الرئيسي 100% Typographic hierarchy is another form of visual 50% hierarchy. العنوان الفرعي 25% انطلاقــا مــن نقطــة بدايــة ازدهــار المملكــة العربيــة الســعودية وموقعــة It presents lettering so that the most important النابـض بقلـب الريـاض، كان التركيـز فـي الشـعار علـى إبـراز قلعـة المصمـك. words are displayed with the most impact so أضيفــت إليــه ألــوان تعكــس الأجــواء المفعمــة بالحيويــة والبهجــة كمــا users can scan text for key information. يتمتــع بهــا الموســم. ولجعــل الشــعار جذابــا بصريــا آكثــر اوجدنــا مســاحة سـلبية بيـن المبانـي لمنحهـا حضـورا قويـا، واحيطـت بيـن جانبيـه الالعـاب Typographic hierarchy creates contrast between الناريــة للتأكيــد علــى الشــعور الاحتفالــي بالموســم. elements. اضيــف الــى الشــعار كلمــة الريــاض، وحتــى تبــرز كلمــة الريــاض وتتــرك بصمـه رائعـة اينمـا اسـتخدمت، جعلنـا الاحـرف تبـدو عريضـة بطريقـة جريئـة The font weights are as the following: وملفتــه للانتبــاه. Main Title: Bold Subtitle: Medium Body text: Light RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 28

COLOR SCHEME

C=02 C=90 C=12 M=18 M=67 M=98 Y=99 Y=04 Y=58 K=00 K=00 K=01 R=250 G=204 B=013 R=038 G=094 B=166 R=212 G=038 B=084 HEX=facc0d HEX=265ea6 HEX=d42654 C=01 C=73 C=34 C=75 M=73 M=08 M=99 M=12 Y=82 Y=79 Y=16 Y=14 K=00 K=00 K=01 K=00 R=240 G=107 B=064 R=069 G=171 B=105 R=173 G=036 B=125 R=010 G=171 B=204 HEX=f06b40 HEX=45ab69 HEX=ad247d HEX=0aabcc RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 30

COLOR SCHEME PRIMARY COLORS 4.1 DARKER 20%K 100% 70% 40% 10% DARKER 20%K 100% 70% 40% 10% A dynamic feature of our identity is that our color palette can be used in different percentages as DARKER 20%K 100% 70% 40% 10% demonstrated. The color tints shall be only used on background DARKER 20%K 100% 70% 40% 10% designs, not in typography nor pattern. DARKER 20%K 100% 70% 40% 10% DARKER 20%K 100% 70% 40% 10% DARKER 20%K 100% 70% 40% 10% RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 31

COLOR SCHEME 4.2 BACKGROUND COLORS Contrast in colors is essential. When logo is placed on a white background, the logo used must be of full color. When logo is placed on a black background, the logo used must be of white color. The background colors may be any from the color palette, as demonstrated. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 32

RIYADH SEASON...A WORLD OF ENTERTAINMENT AND HAPPINESS

GRAPHICS SHAPES & PATTERNS

DESIGN & VISUALS 5.1 HOW TO CREATE SHAPES The following guides the creation of shapes. DRAW A DOT DUPLICATE THE DOT Always begin with drawing the dot, then duplicate the dots to create a shape that consists of a line and a dot. Take into consideration that the maximum number of dots is (5 dots). MAXIMUM NUMBER FINAL SHAPE CONTAINS OF DOTS IS (5 DOTS) LINE AND DOT RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 35

DESIGN & VISUALS 5.2 SHAPES STRUCTURE Rounded line and a dot Intersecting shape of a line & a dot An important part of our graphic look & feel is the usage of lines and dots. Shapes are created with a dot and rounded lines only, these shapes has specifics to build A line and a dot on the top Intersecting shapes of two lines and a dot the pattern. Resulting in a playful, flexible, & colorful shapes that resemble the limitless fun & imagination coming along with the season. The following pages will guide you on how to A line and a dot on the bottom A bottom intersecting shape of a line & a dot, with having a use our pattern in different formats to ensure rounded upper line a consistent brand that is bold & visually appealing. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 36

DESIGN & VISUALS 5.3 SHAPES DESIGN EXAMPLES In design visuals, shapes must be used. The following demonstrates different shapes usages in design visuals. RIYADH SEASON...A WORLD OF ENTERTAINMENT AND HAPPINESS RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 37

DESIGN & VISUALS 5.4 HOW TO CREATE PATTERN When used in a horizontal perspective, the following rules must be applied: 1. All shapes used must be of the same size. 2. All shapes must be directed in the same direction. 3. Dots must be used alone or merged with a line from the edge. 4. When merging lines, a dot must be created between them. 5. Number of dots in a row must be equal or less than the number of lines used. 6. 70% of the colors used must be light colors HORIZONTALLY (Yellow, Orange, Green, Cyan). RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 38

DESIGN & VISUALS 5.4 HOW TO CREATE PATTERN When used in a vertical perspective, the following rules must be applied: 1. All shapes used must be of the same size. 2. All shapes must be directed in the same direction. 3. Dots must be used alone or merged with a line from the edge. 4. When merging lines, a dot must be created between them. 5. Number of dots in a row must be equal or less than the number of lines used. 6. 70% of the colors used must be light colors VERTICALLY (Yellow, Orange, Green, Cyan). RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 39

DESIGN & VISUALS 5.4 HOW TO CREATE PATTERN When used in a diagonal perspective (45 Degree), the following rules must be applied: 1. All shapes used must be of the same size. 2. All shapes must be directed in the same direction. 3. Dots must be used alone or merged with a line from the edge. 4. When merging lines, a dot must be created between them. 5. Number of dots in a row must be equal or less than the number of lines used. 6. 70% of the colors used must be light colors DIAGONALLY (Yellow, Orange, Green, Cyan). RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 40

PATTERN & SHAPES USAGES DESIGN & VISUALS 5.5 BRANDING USAGES To ensure flexibility and consistency of our brand identity, demonstrated are different pattern usages for branding purposes. Pattern must be used on white background. HERE IS RIYADH HEART Expanded-scale shapes can be used on colored backgrounds as demonstrated. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 41

PATTERN & SHAPES USAGES DESIGN & VISUALS 5.6 PRODUCT USAGES To ensure flexibility and consistency of our brand identity, demonstrated are different pattern usages for product purposes. Pattern can be used on white and colored backgrounds as demonstrated only in production. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 42

DESIGN & VISUALS 5.7 PATTERN MISUSES X X X X To ensure consistency of our brand, the following displays misuses of the pattern which must be avoided. MISUSE 1: Don’t use the dot in a partial scale, it must be fully inside or fully outside the line. MISUSE 2: Don’t add spaces between the pattern. MISUSE 1 MISUSE 2 MISUSE 3 MISUSE 4 MISUSE 3: Don’t use pattern in different directions and sizes. MISUSE 4: Don’t use same color of lines or dots that are near to each other. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 43

DESIGN & VISUALS 5.7 PATTERN MISUSES To ensure consistency of our brand, X X X X the following displays misuses of the pattern which must be avoided. MISUSE 5: Don’t use pattern as lines without HERE IS dots. RIYADH HEART MISUSE 6: Don’t use pattern on small scales. MISUSE 7: Don’t use pattern on images. MISUSE 5 MISUSE 6 MISUSE 7 MISUSE 8 MISUSE 8: Don’t use pattern on design visuals. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 44

ICON SYSTEM LARGE & SMALL SCALE

SIGNAGE & ICON SYSTEM 6.1 ICON STYLE - SMALL SCALE Prayer Room Toilets First Aid Info Point Taxi Ambulance Toilets / Male Toilets / Female Icons are developed to reflect our identity. To maintain consistency, icons are designed using dots & lines from our identity. Priority Parking VIP Parking Valet Parking Shuttle Food Trucks Lost & Found Ticket booth VIP Entrance The icons displayed are used in small scales. Gift Shop Baby push chair Nursery Direction Signs Tour Parking CCTV Buggy in Head Quarters Office Deaf and Hearing Visual Impaired Weelchair Sahara City Impaired Accessible RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 46

SIGNAGE & ICON SYSTEM 6.2 ICON STYLE - LARGE SCALE PRAYER Icons are developed to reflect our identity. To maintain consistency, icons are designed CYCLING using dots & lines from our identity. The icons displayed are used in large scales. ELEVATOR TOILET ICE-CREAM SKATING Deaf and Hearing Visual Impaired Weelchair START BUSINESS RELATED COFFEE/ Impaired Accessible BEVERAGES RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 47

GRID SYSTEM DESIGN & VISUALS

GRID SYSTEM 7.1 LOGO POSITIONING The following grid is created to guide you in Riyadh Season logo positioning when it’s the only logo used. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 49

GRID SYSTEM 7.2 VERTICAL TEMPLATES Title The following grid is created to guide you in using the identity with Riyadh Season logo and subtitles goes here other logos. Title Title subtitles goes here subtitles goes here partner’s zone partner’s zone partner’s zone logo logo logo logo logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 50

GRID SYSTEM 7.3 HORIZONTAL TEMPLATES Title subtitles goes here The following grid is created to guide you in using the identity with Riyadh Season logo and other logos. partner’s partner’s zone zone logo logo logo logo Title Title subtitles goes here subtitles goes here partner’s partner’s zone zone logo logo logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 51

GRID SYSTEM 7.4 COLORED TEMPLATES Ti- Typography designs need a clear space to be tle easily readable for everyone. Title Title Thus, single shape must be used in any subtitles goes here typography design to ensure an attractive design. subtitles goes here subtitles goes here Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed If used in an appropriate way, it can provide diam nonummy nibh euismod tincidunt ut laoreet dolore diam nonummy nibh euismod tincidunt ut laoreet dolore diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, magna aliquam erat volutpat. Ut wisi enim ad minim veniam, magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut focus internally & reflect our brand correctly aliquip ex ea commodo consequat. Lorem ipsum dolor sit aliquip ex ea commodo consequat. Lorem ipsum dolor sit aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh amet, consectetuer adipiscing elit, sed diam nonummy nibh amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat euismod tincidun…

GRID SYSTEM 7.5 IMAGE BASE TEMPLATES Ti- To highlight the focus on the image, our pattern tle will be used as a single shape. If used in an appropriate way, it can provide subtitles goes here focus internally & reflect our brand correctly externally. Title Title subtitles goes here subtitles goes here partner’s zone partner’s zone partner’s zone logo logo logo logo logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 53

GRID SYSTEM 7.6 ISOLATED TEMPLATES Title Title With our flexible brand, shapes or patterns can Title subtitles goes here subtitles goes here be used with isolated objects. subtitles goes here When used as in image 3, clear space, equivalent in size to the used shapes, must be formed in between to ensure consistency in design. If used in an appropriate way, it can provide focus internally & reflect our brand correctly externally. partner’s zone partner’s zone partner’s zone logo logo logo logo logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 54

GRID SYSTEM 7.7 SOCIAL MEDIA TEMPLATES The following grid is created to guide you in using the identity with Riyadh Season logo and other logos. Title Title Title subtitles goes here subtitles goes here subtitles goes here partner’s partner’s partner’s zone zone zone logo logo logo logo logo logo RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 55

IMAGERY

Through imagery, our brand has the power to express our personalities and values. The following rules must be followed when choosing images to ensure a professionally and visually appealing result. Rule 2: Rule 3: Rule 4: Rule 1: Have good clear space for text. Mid tone color images Mid contrast in images Good focal point in images, whether human or object focus.

WITH OUR DYNAMIC BRAND IDENTITY... NOTHING IS IMPOSSIBLE

VIDEOGRAPHY TEMPLATES

VIDEOGRAPHY 9.1 PRIMARY DISTRIBUTION (SAFE AREA) The suggested division of the video page is by the following international percentage, so divide the page into 16 squares in width and 9 squares in height. 9 X For margins, it will be the size of one square around the page. 1080 PX 16 X 1920 PX RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 60

VIDEOGRAPHY 8 X 8 X CENTRED 9.2 PRIMARY DISTRIBUTION 4.5 X (Logo) The suggested division of the video page is by the following international percentage, so divide the page into 16 squares in width and 9 squares in height. 4 X As for the location of the logo, it is advisable to be centred in the middle of the page in length and width. Logo size is 4 squares. Logo will be used in the video only in the outro. 4.5 X 1080 PX 16 X 1920 PX RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 61

VIDEOGRAPHY 9.3 VIDEO DISTRIBUTION (Video Title) The text is concentrated in the center of the video. Font: Somar Size: 100 Color #white RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 62

VIDEOGRAPHY 9.4 VIDEO DISTRIBUTION (Lower Thirds) When using text over the video, please keep the following in mind: • Use shape as demonstrated • Text color is #white Headline: • Font Size 80 Subtitle: • Font Size 60 RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 63

VIDEOGRAPHY 9.6 VIDEO TECHNICAL (SPECIFICATIONS) AS FOR TRANSITIONS, PLEASE USE SIMPLE, BASIC AND FREE OF STRONG EFFECT TRANSITIONS THAT Please note and take into consideration that WILL AFFECT THE TRIM AND IMAGE CLARITY. video and video files are photographed and produced with high quality and with a clear focus • 16:9 Aspect Ratio to the needed elements. • Video Codec; H٢64 • Color Correction/ Grading Thumbnail photos: PG, .GIF, png, bmp THE FOLLOWING LISTED ARE THE MINIMUM • Audio Codec : AAC REQUIREMENTS. • Hz 48000 : Sample rate • Resolution: 1080 • HD • File Type: MP4 RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 65

VIDEOGRAPHY SUGGESTED PATTERN 9.7 The following are examples for trims using our shapes in videos. The shapes should be moving in the same direction and of the same size. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 66

VIDEOGRAPHY 9.8 TRANSITIONS To showcase our identity, the following is an example of the transition to be used in the videos. The pattern should be moving in the same direction & of the same size. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 67

WAYFINDING & INSTALLATION

food court WAYFINDING & SIGNAGE Adress 1 Details here here Adress 1 Adress 2 Details here here TEMPLATES 10.1 6.1 Details here here Adress 3 Details here here Adress 1 Adress 4 Details here here Details here here Adress 5 WELCOME Details here here Adress 3 مرحبا بكم Details here here P The logo is made of 3 key elements as shown. The following is an example of how the icons can be used in signages. Adress 1 Details here here Adress 2 Details here here Adress 3 Details here here 180 cm Adress 4 Details here here B1 Adress 5 Details here Details here here B2 Adress 5 Details here here Details here VIP Details here RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 69

Top View Shapes Prespective wireframes WAYFINDING & SIGNAGE TEMPLATES 10.1 The logo is made of 3 key elements as shown. 180 cm Realistic View RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 71

APPLICATIONS

BRANDING The following applications are applied based on the identity branding rules. Pattern must be used on white backgrounds & if used as an expanded-scale shapes it can be used on colored backgrounds.

PRODUCTS The following applications are applied based on the identity product rules. Pattern can be used on white backgrounds or colored backgrounds. Illustrations can be used in products.

IMAGINE MORE EVEN FOR KIDS

IMAGINE MORE FOR KIDS 12.1 HOW TO CREATE ILLUSTRATIONS Stroke: Skin: Colors: Embracing our playful brand identity, illustration #ffffff #eea06c style is developed to be used for kids related #2660a5 #00a9cb #204f8c #008fab material. On Outfits Face 3pt Round Neck The following rules are created to guide you in (1pt size) Hands #ce2655 #44a869 #b11c46 #2f824e Feet developing illustrations. #e25e50 Colors, strokes, and skin tone must be followed #e86c42 #f7ca15 #c55733 #e3ba12 as demonstrated. On Ear Outline / Hand Lines 3pt Round (1pt size) RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 111

IMAGINE MORE FOR KIDS CHARACTER STRUCTURE 12.2 min. 9 heads (MALE) max. 12 heads Characters have been illustrated as part of our head dynamic and cheerful brand identity for kids usages. waist To maintain a consistent brand identity, dots are used to create characters. Number of heads demonstrated and rounded edges must be taken into consideration. knees The following rules are created to guide you in developing similar characters. feet RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 112

IMAGINE MORE FOR KIDS CHARACTER STRUCTURE 12.2 min. 9 heads (MALE) max. 12 heads Characters have been illustrated as part of our head dynamic and cheerful brand identity for kids usages. waist To maintain a consistent brand identity, dots are used to create characters. Number of heads demonstrated and rounded edges must be taken knees into consideration. The following rules are created to guide you in developing similar characters. feet RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 113

IMAGINE MORE FOR KIDS 12.3CHARACTER STRUCTURE min. 9 heads (FEMALE) max. 12 heads Characters have been illustrated as part of our head dynamic and cheerful brand identity for kids usages. waist To maintain a consistent brand identity, dots are used to create characters. Number of heads demonstrated and rounded edges must be taken knees into consideration. The following rules are created to guide you in feet developing similar characters. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 114

IMAGINE MORE FOR KIDS CHARACTER STRUCTURE 12.3 min. 9 heads (FEMALE) max. 12 heads Characters have been illustrated as part of our head dynamic and cheerful brand identity for kids usages. waist To maintain a consistent brand identity, dots are used to create characters. Number of heads demonstrated and rounded edges must be taken into consideration. knees The following rules are created to guide you in developing similar characters. feet RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 115

IMAGINE MORE FOR KIDS 12.4FACIAL EXPRESSIONS The following illustrations explains how characters can be used with various facial expressions in kids related material. Other expressions can be developed using the same illustration style. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 116

IMAGINE MORE FOR KIDS 12.5CHARACTERS POSITIONS The following illustrations explains how characters can be used in different positions. Other positions can be developed using the same illustration style. Sitting Playing Running Standing RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 117

IMAGINE MORE FOR KIDS SUPPORTING ELEMENTS 12.6 The following illustrations explains how supporting elements can be developed. Other elements can be developed using the same illustration style. Keeping in mind that all edges must be rounded. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 118

IMAGINE MORE FOR KIDS 12.7MURAL DESIGN The following illustrations explains how a full mural can be developed using characters and supporting elements Other murals can be developed using the same illustration style. Keeping in mind that all edges must be rounded. RIYADH SEASON BRANDING GUIDELINE © 2021 ALL RIGHTS RESERVED PAGE 119