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basic guidelines final december, 2019
index stc basic guidelines brand story 01 key assets 02 02.1 logotype 02.2 color palette 02.3 typography 02.4 the slider final version
stc basic guidelines welcome to our new expression It all starts here. Use this guide as an inspiration tool of how the stc brand cames to life. 03 final version
stc basic guidelines We have the opportunity to step out of the comfort zone taking part in every sphere of people's lives: individual and collective, personal and professional. stc evolves and empowers the “Business of Life”, enriching people’s future. 04 final version
stc basic guidelines We’re builders of a future that is exciting and more human One where technology is here to help you One that amplifies people’s possibilities today tomorrow 05 final version
f o r w a r d f u t u r e f u t u r e f o r w a r d f o r w a r d f u t u r e everything’s f u t u r e f o r w a r d f o r w a r d f u t u r e f u t u r e f o r w a r d going forward! f o r w a r d f u t u r e f u t u r e f o r w a r d f o r w a r d f u t u r e f u t u r e f o r w a r d f o r w a r d f u t u r e f u t u r e f o r w a r d f o r w a r d f u t u r e
our values 01.1 stc basic guidelines values expression principles personality What defines us as a brand action-oriented and how we convey it is Proactive, Inquisitive Drive and Inventive summed up in our brand Focused on what’s important, displaying values and personality the reason why, how or where things happen. They convey the idea of movement, with agility and progression. easy to understand Devotion Caring, Committed and Trustworthy Our style is human, not because it focuses on people, but because it is warm, simple and clean. Eliminates superfluous details in order to achieve quality and clarity. enthusiastic and inspiring Dynamism Agile, Collaborative and Fresh We’re driven to inform and spark imagination.  Our point of view is not literal. It brings a new vision. It must inspire others to see the world in a more ingenious way. We arouse enthusiasm around the promise of better things to come. our values brand story 07 final version
01 key assets stc basic guidelines ▪logotype ▪typography ▪color palette ▪the slider 08 final version
01.1 logotype stc basic guidelines ▪main version ▪clear space and minimum size ▪negative version ▪misuses ▪other versions 09 key assets final version
01.1 logotype stc basic guidelines main This is the main version of our logo, using purple on white background. version Whenever possible, we will prioritize the use of this version. logotype key assets 10 final version
01.1 logotype stc basic guidelines black&white When we can’t use the color version, we should use the version monochromatic version of our logo. logotype key assets 11 final version
01.1 logotype stc basic guidelines negative Our logotype is also available in a negative version. version This may be used depending on the background color in order to preserve legibility. logotype key assets 12 final version
01.1 logotype stc basic guidelines main main black&white black&white negative negative white sun light * purple sunset light coral coral light This matrix will help us manage and choose the right version of our logo accordingly to the background color. onyx/black sea light The black&white version should only be used when the main version cannot be applied for technical or production reasons. silver moon light implementation dark clear photo photo matrix logotype key assets 13 final version
01.1 logotype stc basic guidelines We should always respect our brand's Our logo should always be used in safe area and visibility, defined by the a large enough size to allow perfect size of the slider in our "t". legibility. It should therefore never be reduced to a height smaller than Our clear space should never be 8mm/30px. reduced or invaded by adjacent elements (text, pictures, other brands, You should always use the Final Arts etc.). that have been provided to you and these should not be modified. - minimum size minimum size clear space 8mm / 30px logotype key assets 14 final version
01.1 logotype stc basic guidelines 1 2 3 1 Do not change 7 Do not create the logo color a line version 4 5 6 2 Do not deform 8 Do not create our logo another versions 3 Do not place it 9 Do not fill To ensure correct into shapes with patters expression of the stc logotype, there are some typical mistakes to 4 Do not eliminate 10 Do not change 7 8 9 avoid. the slider the color letters misuses 5 Do not change 11 Do not rotate the slide color (only the elements when the logo is in motion it will be 12 Do no rotate allowed) our logo in communications 10 11 12 6 Do not add effects logotype key assets 15 final version
01.2 color palette stc basic guidelines ▪primary colors ▪secondary colors ▪color ratio 16 final version
01.2 color palette stc basic guidelines primary colors our palette key assets 17 final version
stc basic guidelines purple coral air our palette key assets 18 final version
primary colors 01.2 stc basic guidelines Inventive and imaginative, this is our color, this is us. It lights the way to what is yet to come. Communicates visionary thinking that points us toward the future. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own. purple our palette key assets 19 final version
primary colors 01.2 stc basic guidelines Vibrant and hopeful, this color grows and flourishes in oceans and seas – but can only do so by giving up its individuality and attaching to another piece of the whole, conveying the idea of team and community. Represents the ability to fill ourselves with light and life, expanding without ego, to trust our community, embrace togetherness to build something beautiful and bigger than ourselves. coral our palette key assets 20 final version
primary colors 01.2 stc basic guidelines As we need air to breathe, we need white to design: to let other colors shine, to let forms contrast and the message be clearer and simpler. White, for stc, is a color, not just free space. Also, it’s not plain white. It’s a really light gray that will allow the brand to have a better performance in digital and provide protection in printed outdoor communications. air our palette key assets 21 final version
primary colors 01.2 stc basic guidelines air purple coral pms pms pms Pantone 2607C Pantone 1787C Total white rgb rgb rgb 79 0 140 255 55 94 225 225 225 hex hex hex #4f008c #ff375e #ffffff cmyk cmyk cmyk 86 100 4 4 0 82 53 0 0 0 0 0 ral ral ral - - - primary colors These are the values that will allow us to apply our primary palette at all contact points in the best possible way. our palette key assets 22 final version
01.2 color palette stc basic guidelines secondary colors our palette key assets 23 final version
03.2 stc basic guidelines sun sunset silver onyx oasis sea moon light light light light light Stands for freshness, Stands for change, Stands for clarity, Onyx is a stone, This is the color of life, Generates calm and an Combines the calm clarity, happiness, warmth, enthusiasm, quality, enlightenment, a variety of Agate. renewal, nature, and inspiring context. stability of blue and the positivity, energy, encouragement, professionalism and energy, and is associated fierce energy of red. optimism, enlightenment determination, smart attitude. Stands for protection with meanings of growth, This lighter version of and joy. enjoyment and fun. and good fortune, freshness and environment. blue stands for fresh Stands for devotion, providing contrast, wisdom, confidence, peace, independence quality and elegance. intelligence and and magic. transparency. our palette key assets 24 final version
01.2 secondary colors stc basic guidelines sun light sunset light oasis light sea light moon light silver onyx pms pms pms pms pms pms pms Pantone 114C Pantone 1645C pantone 2414C pantone 311C pantone 2587C pantone 430C pantone 433C rgb rgb rgb rgb rgb rgb rgb 255 221 64 255 106 57 0 196 140 27 206 216 165 78 225 142 154 160 29 37 45 hex hex hex hex hex hex hex #ffdd40 #ff6a39 #00c48c #1bced8 #a54ee1 #8e9aa0 #1d252d cmyk cmyk cmyk cmyk cmyk cmyk cmyk 0 4 87 0 0 63 75 0 70 0 65 0 68 0 13 0 58 76 0 0 33 18 13 40 65 43 26 78 ral ral ral ral ral ral ral - - - - - - - secondary colors These are the values that will allow us to apply our secondary palette at all contact points in the best possible way. our palette key assets 25 final version
03.2 color palette stc basic guidelines color ratio our palette key assets 26 final version
color ratio 03.2 stc basic guidelines main colors optional stc 30% 30% 30% 5% 5% stc pay 30% 30% 30% 5% 5% stc business 30% 30% 30% 5% 5% color ratio When we implement our chromatic The proportion of the main colours palette, we have to distinguish different should be approximately balanced. white background uses. This is an indicative rule only. The use of secondary colors is optional The color ratio will be slightly different if and can never replace the main palette. we are creating an artwork for stc group, They will be used only in cases where stc pay or other subsidiaries. strictly necessary. our palette key assets 27 final version
stc basic guidelines stc masterbrand stc pay stc business our palette key assets 28 final version
color ratio 03.2 stc basic guidelines main colors optional stc 10% 5% 30% 30% 30% stc pay 10% 5% 30% 30% 30% stc business 10% 5% 30% 30% 30% color ratio When we implement our chromatic The proportion of the main colours palette, we have to distinguish different should be approximately balanced. purple background uses. This is an indicative rule only. The use of secondary colors is optional The color ratio will be slightly different if and can never replace the main palette. we are creating an artwork for stc group, They will be used only in cases where stc pay or other subsidiaries. strictly necessary. our palette key assets 29 final version
03.3 typography stc basic guidelines latin version arabic version ▪type attitude ▪type attitude ▪weight flexibility ▪weight flexibility ▪foward features ▪foward features 30 final version
03.3 typography stc basic guidelines latin version typography key assets 31 final version
Rft stc basic guidelines 7yesE *- typography key assets 32 final version
01 03.3 type attitude stc basic guidelines rf!* 23 45 One that is iconic and full of personality. When you see it, you know it is stc talking. typography key assets 33 final version
weight flexibility 03.3 stc basic guidelines a b c d e f g h i j k l m A B C D E F G H I J K L M N O n o p q r s t u v w x y z P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9 ; ? ! 0 1 2 3 4 5 6 7 8 9 ; ? ! uppercase lowercase ffffffuture At stc we are diverse and therefore we forward forward forward forward forward forward can express ourselves in different ways thin light regular medium bold extrabold depending on the context. For this reason, our typography has multiple weights. typography key assets 34 final version
forward strokes 03.3 stc basic guidelines hyperextended and flattened proportions The "Focus on the future" is reflected in all our assets, our typography included. The horizontal features of our characters are wider than in most typographies to convey this idea. futuristic features typography key assets 35 final version
03.3 typography stc basic guidelines arabic version typography key assets 36 final version
ضاقفز للتالي stc basic guidelines يغشكرإط typography key assets 37 final version
يض 03.3 type attitude stc basic guidelines طغ الخط العربي typography key assets 38 final version
weight flexibility 03.3 stc basic guidelines س ز ر ذ د خ ح ج ث ت ب ٱ * Latest version to be ق ف غ ع ظ ط ض ص ش updated" ي و ه ن م ل ك Arabic Abjad forward forward forward forward forward forward thin light regular medium bold extrabold typography key assets 39 final version
03.4 the slider stc basic guidelines ▪purpose ▪superpowers ▪how to use ▪misuses 40 final version
03.4 the slider stc basic guidelines the slider Our logo is the perfect synthesis of our brand. The slider, encapsulated within our logo, is our way of expressing the "everything is going forward" idea. logotype soul logotype key assets 41 final version
purpose 03.4 stc basic guidelines The Slider is dynamic, inviting the user off on to take action and make things happen. It’s digital but personal, putting you in the spotlight as an activator. The Slider is interactive, it doesn’t work without you. It's inventive as a tool of transformation, delivering what’s next. The future at your fingertips. the slider key assets 42 final version
superpowers 03.4 stc basic guidelines We condensed all the slider actions into a three superpowers. a b link The slider superpowers can be used both in static and in motion and will always reflect the purpose of our brand. superpowers a a b reveal a b transform the slider key assets 43 final version
link 03.4 stc basic guidelines taking a good idea to another level This superpower helps us to better reflect the trajectory from one point to another. It is a metaphor that takes us from the present to the future, or from a good idea to a mind-blowing idea. to infinity and beyond the slider key assets 44 final version
stc basic guidelines nice the slider key assets 45 final version
stc basic guidelines supersonic fast the slider key assets 46 final version
stc basic guidelines the slider key assets 47 final version
reveal 03.4 stc basic guidelines forwa swipe it backward This superpower shows us a new reality, previously hidden but now discovered thanks to the team formed by the consumer and stc. Like a door that opens and invites you to discover new realities, proposals and services. welcome to what’s new the slider key assets 48 final version
stc basic guidelines activate your world the slider key assets 49 final version
stc basic guidelines the slider key assets 50 final version
stc basic guidelines تحقيق التطلعات the slider key assets 51 final version
transform 03.4 stc basic guidelines stc basic guidelines This superpower changes everything it touches. It elevates and moves, improving the context, always with a purpose. It is better appreciated in motion, but can also be used in static artworks. change is for the better the slider 52 key assets 52 final version start version
stc basic guidelines Say hello welcome to the future the slider key assets 53 final version
stc basic guidelines welcome to the future the slider key assets 54 final version
stc basic guidelines تحقيق التطلعات the slider key assets the slider key assets 55 final version
03.4 the slider stc basic guidelines how to use the slider key assets 56 final version
construction 03.4 stc basic guidelines Dividing our grid in multiples of four will help us manage the content in a flexible and consistent way. 4:1 the slider key assets 57 final version
how to use 03.4 stc basic guidelines We will always define the slider's size accordingly to the grid. The slider can be applied horizontally in both directions (left to right or right to left). Vertical sliders will only be used on specific touch points. The minimun size will be the weight of the margins. how to use right to left bottom-up left to right 2x minimum size the slider key assets 58 final version
color-slider usage 03.4 stc basic guidelines slider photo inside slider photo background These are the chromatic combinations allowed in the slider. All combinations that do not appear here are not allowed. colors allowed the slider key assets 59 final version
03.4 the slider stc basic guidelines misuses the slider key assets 60 final version
misuses 03.4 stc basic guidelines To ensure correct uses ▪Has a purpose ▪Without a purpose of the slider, there are ▪Calls to action ▪Is repeated without reason some ‘do not’ examples ▪Takes you to the future ▪Nothing happens to avoid ▪Implies movement ▪It’s static what the slider does not what the slider does the slider key assets 61 final version
misuses 03.4 stc basic guidelines Do not use the slider without purpose or as just decorative element don’t do the slider key assets 62 final version
misuses 03.4 stc basic guidelines Do not use the slider as a shape that is part of an illustration nice don’t do the slider key assets 63 final version
misuses 03.4 stc basic guidelines Do not use more than one slider together Let’s create the future together Let’s create the future don’t do the slider key assets 64 final version
misuses 03.4 stc basic guidelines 1 Do not distort the slider proportions 2 Do not separate the slider elements 3 Do not use a line version of slider 4 Do not use the slider as a decoration element 5 Do not use the slider in a 1 2 3 4 very small size 6 Do not change the proportion of sizes between the slider elements 7 Do not apply a 3D effect 8 Do not use other colors out of our palette 5 6 7 8 the slider key assets 65 final version
image credits 00 stc basic guidelines 01 Purple color. unsplash.com - ref.: 151046 These images are for illustrative use only. They are included as mockups 02 Coral color. offset.com - ref.: 627591 that help to communicate the brand’s values. 03 Air color. unsplash.com - ref.: 370302 They are not owned or licensed by 04 Sun light. gettyimages.com - ref.: 761705233 Interbrand or stc and they should not be distributed or used in any other 05 Sunset light. gettyimages.com - ref.: 827624326 publication or medium. 06 Oasis light. gettyimages.com - ref.: 761683049 07 Sea light. gettyimages.com - ref.: 866754174 08 Moon light. offset.com - ref.: 452967 09 Silver. gettyimages.com - ref.: 467646134 10 Onyx. gettyimages.com - ref.: 695641936 image credits 66 final version