موسم الشرقية — موسم الشرقية

صفحات الدليل

Sharqiah Season Master Guideline Version ٠٢

Brand Communi The Logo Introduction Skeleton Horizontal Layout Ar mark cation Colour Palette Vertical Layout Ar Proper Usage Horizontal Lauout Eng Inproper Usage Vertical Layout Eng Minimum Size Co-Branding Clear Space Horizontal Layout Vertical layut Pattern The Shapes Partner Dominance The Master Pattern & Assets Logo Calculation The Sub Patterns Inproper Usage Dynamic Aspect Pattern Divider Imagery Inproper Usage Image Colors Examples for Imagery Typo- Primary Typeface Contents Secondary Typeface graphy Master Guideline

The Logo The Sharqiah Season logo is the primary asset that represents the brand's identity. Master Guideline

Skeleton Season word It is important to mention that due to the composition of the logo and its vertical aspect, it is advisable to avoid using the signature in all times. Kufi Composition This recommendation comes specially when printing on small collaterals such as business cards, English Descriptor Signature Master Guideline

Colour Palette Secondary Colors Primary Colors Gradient RGB 240, 95, 110 250, 235, 50 250, 175, 65 215, 30, 90 100, 45, 145 40, 35, 95 10, 85, 155 0,140, 115 0, 75, 45, 0 5, 0, 85, 0 0, 35, 80, 0 10, 100, 45, 0 100, 98, 30, 20 90, 50, 5, 0 80, 15, 55, 0 75, 90, 0, 0 CMYK Pantone 648 C Pantone 527 C Pantone 1935 C Pantone 137 C Pantone 102 C Pantone 709 C Pantone 7690 C Pantone 7724 C Pantone Coated Master Guideline

Proper Usage The Flat logo can be used Flat logo can be used on Flat logo can be changed on any solid color as long as it's visible Gradient background to any of it's colors as long as it is visible and in contrast with the background Logo can be used with 2 Flat black logo can be Flat logo can be used colors, the Kufi shape with used on fax, fast printing on images or backgrounds color and the rest with another material as long as they are color that creates a contrast not busy Master Guideline

Inproper Usage Gradient logo to be avoided Logo cannot have an outline Logo cannot be placed Logo cannot have different version on a busy background colors inside Kufi composition Flat logo cannot be used Flat logo cannot have altered Flat logo cannot be altered Placement of descriptor on vivid colors. Kufi dots. in direction. cannot be altered. Master Guideline

Minimum The Minimum size ensures the legibility of the logo at all times. Kindly note that the below is the absolute minimum size and should be Size increased whenever possible. Minimum size Calculation: The Minimum size is 5mm ٥mm Master Guideline

Clear A minimum amount of clear space around the brandmark is essential for legibility of brand. The explanation below shows the amount of clear space that should be maintained around all versions of the brandmark, and how the clear space is calculated. Space Whenever possible, the clear space should be increased. The clear space should be maintained around all side. It is kept free from all visual elements including types, colours, etc... The size of the clear space is equivalent to the 3x"Square" taken from the Kufi composition. Master Guideline

Pattern & Assets Master Guideline

The Shapes The main shapes of our master pattern were inspired from the traditional and old Saudi patterns drawn on carpet, walls, old houses doors. These geometric shapes form the culture of a whole nation. The richness of the Eastern region along with the touch of modernism created the pattern in the next slides. Master Guideline

The Master Pattern This pattern has been created to give the event a rejuvenated look and feel. We are modern, however we also are authentic. These shapes have different meanings and that's the beauty of it. Our brand is dynamic to a certain level where anyone can project his/her own feelings and interpretation. In general The yellow half-circle represents the sun. The yellow triangles and shapes represent the sand and climate. The magenta represents the mountains and cliffs. The light magenta symbolizes the civilization The Purple half-circle represents the culture. The dark blue represent the sea and the horizon. Master Guideline

Out of the Master Pattern we came up with 5 different sub-patterns. Each of them represent one of the 5 cities in the Eastern Province. The Sub These 5 sub-patterns fall under one pattern. Patterns Below are the patterns with their respective cities. Ihsa City Al Khobar Al Dhahran Al Dammam Al Jubail Master Guideline

We might be called Sharqiah Season, but we also stand for a long ever-last- ing rejuvenated community. That is why our core identiy stands for Dynamic modernism and being a playful brandmark. Here are some examples of executions when using the pattern with text: Aspect حماس؟ يلا موسم الشرقية طاقة؟ Master Guideline

Pattern Ihsa City Divider Al Khobar A pattern divider has been created to differenciate each city from the other. This divider can be seen in the previous Al Dhahran slides. It works as a device to hold the pattern of the city. This pattern divider also holds 2 main vectors which are also influenced from the Saudi Al Dammam Culture. Al Jubail Master Guideline

Inproper Usage Pattern as an overall cannot Pattern elements should Pattern next elements cannot Pattern elements cannot be widened unproportionally always have instersecting have colors that might be be unproportionally made borders similar bigger. حماس؟ Pattern cannot overlap text. Elements in pattern divider should be consitent the same way as the previous slide. Master Guideline

Usage It is preferable at all times to use the patterns for the 5 cities and not to alter in the art direction. To be extended proportionally. Recommendations Avoid repetitions All elements must intersect Avoid having similar Avoid symetrical in pattern in terms of points and anchors shapes next to eachother compositions even in different colors Master Guideline

Typography Master Guideline

A B C D E F G H I J K L M Primary N O P Q R S T U V W X Y Z Typeface JF Flat Regular أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ In terms of font, JF Flat is the primary font to ف ق ك ل م ن ه و ي be used across all our communication. For paragraphs, use the regular glyphs, As for headlines, we will go for Bold. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z أ ب ت ث ج ح خ د ذ ر JF Flat Bold ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي Master Guideline

Secondary A B C D E F G H I J K L M Typeface N O P Q R S T U V W X Y Z Bukra Alt أ ب ت ث ج ح خ د ذ ر ز س ش غ ع ظ ط ض ص ي و ه ن م ل As a secondary font, Bukra Alt is to be used across all communication. ك ق ف The usage of this font is whenever it is possible to use 2 fonts, for design purposes. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Bukra Alt Bold أ ب ت ث ج ح خ د ذ ر ز س ش غ ع ظ ط ض ص ي و ه ن م ل ك ق ف Master Guideline

Communication Master Guideline

Intro- The below are examples for full-branded communication in different orientations. duction In general we are playful brand, yet we do have a certain يلا موسم of our موسم يلا.brand guideline in which we have to preserve the identity and image الشرقية sa_events_ep@الشرقية من ١٤ إلى ٣٠ مارس من ١٤ إلى ٣٠ مارس epevents.com @ep_events_sa epevents.com Master Guideline

Billboard or Unipole Logo Horizontal Layout Name of event Place Arabic الخميس ١٤ مارس Date Here's a glimpse of how our horizontal layout will look. The first example is for 4x3 unipole. The logo is always placed on the right in the layout shown. Social media icons are placed with the website at the right bottom. Note that the signature will be placed under the logo as it will be seen on big scale sizes. Social @ep_events_sa Media epevents.com The example below shows the application on banners. Usage of flat logo on right on background as it is not busy. As for the CTA, it has its own design which we should follow. Youtube Banner x٢ Squares احجز تذاكرك الآن x٢ CTA Squares الخميس ١٤ مارس Master Guideline

Mupi Logo x٦ On this slide, you will find 2 ways of communicating Squares events, whether it's an extreme vertical shape Vertical x٤ such as mupis, newspaper ads or digital In-Mall Mupis, Squares or a Semi Squarish layout on the Web. Layout In both cases, our logo should be placed on a solid color, on the top right. SM icons to be on the right bottom. Arabic The event name should be big enough to be read. Logo Name of event Web Banner x٤ Squares Place x٤ Name of event الخميس ١٤ مارس Squares Date Place الخميس ١٤ مارس Date CTAاحجز تذاكرك الآن @ep_events_sa Social Media epevents.com Master Guideline

Billboard or Unipole Logo Horizontal Layout Name of event at Sharqiah Season Place English Thursday, ١٤March Date Here are 2 examples for English adaptation on Horizontal Layout. It's important to mention that whenever it is needed, we can alter the color of our social media icons to any flat color from the identity. Social Media @ep_events_sa epevents.com Youtube Banner x٢ Squares x٢ Book your tickets now at Sharqiah Season Squares Thursday, ١٤March Master Guideline

Mupi Logo x٦ Here are the examples for Vertical English Squares Layout to take in consideration when Vertical x٤ finalizing or designing the artwork. Squares Layout English Logo Name of event Web Banner x٤ at Sharqiah Season Squares Place x٤ Thursday, ١٤March Date Squares at Sharqiah Season Thursday, ١٤March Book your tickets now CTA Social Media Master Guideline

Co-Branding Partner logo proportion against our logo Many partners will have their logos and brandmarks featured across our communication. The next slides explain the process and best way to represent them on our Partner visuals. Representation in case the logo was horizontal Master Guideline

Horizontal Layout الخميس ١٤ مارس Partner @ep_events_sa Placement epevents.com In case of ٢ partners Youtube Banner احجز تذاكرك الآن CTA الخميس ١٤ مارس Partner Placement Master Guideline

Logo Mupi Vertical Layout Arabic Web Banner الخميس ١٤ مارس الخميس ١٤ مارس احجز تذاكرك الآن Partner @ep_events_sa Partner Placement Placement epevents.com In case of ٢ Master Guideline partners

ضمن فعاليات مهرجان Partner موسم الشرقية Dominance Our logo will be featured on our partner's communication. ضمن فعاليات Therefore we have to bare مهرجان موسم in mind a guideline that preserves the identity and presence of our الشرقية brandmark across their communication. Master Guideline

ضمن فعلايات مهرجان موسم لاشرقية Logo size calculation Logo Calculation Partner Logo This slide explains how the logo ضمن فعلايات مهرجان will be placed across our partner's موسم لاشرقية Headline communication. Sub-Headline The logo should match the height of our Logo brandmark regardless of the message placed on top which should always be there. Visual ضمن فعلايات مهرجان موسم لاشرقية Our logo should be as same height as our partner's logo Master Guideline

Inproper Usage By partner Gradient cannot be used. Logo cannot have an outline Logo cannot be placed Logo cannot have different version on a busy background colors inside Kufi composition Flat logo cannot have altered Logo cannot be used as a Placement of descriptor Flat logo cannot be used Kufi dots. watermark cannot be altered. on vivid colors. Master Guideline

Imagery Master Guideline

Photography in general also has it's own guideline. We prefer to go with Black and White. Image Below are 2 examples for imagery: Colors 1. Either as en event representation. 2. Either by representing the main artist. Master Guideline

This slide shows examples of how to use the images on Sharqiah's colorful identity. Examples The colors are black & white, contast is high. Of Imagery الخميس ١٤ مارس الخميس ١٤ مارس @ep_events_sa @ep_events_sa epevents.com epevents.com Master Guideline