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STC Advertising Guidelines Version 2 / September 2015

Contents OUR BRAND 5.0 Photography 15.0 Creating a print ad ADVERTISING ELEMENTS 9.0 The Highlighting Circle and Exclusive Tab Our brand at a glance 5.1 Our style 15.1 Communication styles Our positioning & attributes in advertising 5.2 A different view 9.1 Highlighting circle – role & color 15.2 Size Our basic elements at a glance 5.3 Youth 9.2 Highlighting circle – size & placement 15.3 Logo Our tone of voice 5.4 Business 9.3 Exclusive tab – role & color 15.4 Frame Our tone of voice – principles 5.5 Landscapes 9.4 Exclusive tab – size & placement 15.5 Headline 5.6 Product 9.5 Misuse 15.6 Body copy 5.7 Getting our colors right 15.7 CTA 10.0 Tables VISUAL IDENTITY SYSTEM 5.8 Textured backgrounds 15.8 Visual 1.0 Logotype 5.9 Checklist 10.1 White background 15.9 White mesh 1.1 Our logotypes 5.10 Misuse 10.2 Non white background 15.10 Color in type 1.2 Our logotype versions 10.3 Examples 15.11 Highlights 6.0 White mesh 1.3 Usage 15.12 Additional logos 11.0 QR codes & social media icons 1.4 Sizes 6.1 Overview 15.13 Summary 1.5 Misuse 6.2 How to create & apply 11.1 QR codes 15.14 Checklist for outdoor ads 6.3 White mesh on gradient background 11.2 Social media icons 2.0 Color 6.4 White mesh with photography PARTNERSHIPS & SPONSORSHIPS 2.1 Palette & proportions 6.5 Misuse 16.0 Cobranding GRID SYSTEM 2.2 Breakdowns 12.0 The frame 16.1 Principles and scenarios 3.0 Gradient DESIGN ELEMENTS 12.1 Introduction & standard formats 16.2 STC led scenario 7.0 Illustration 3.1 Specifications 1…

Our Brand STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 3

OUR BRAND AT A GLANCE Positioning Getting The more complex the world becomes, the faster the pace of change, the more value communications have in people’s lives. That’s what millions entrust STC to deliver, every single day. Connecting them with friends and family, or with customers. Closer By getting closer to our customers, we get them closer to what they care most about. Through our reliability, our honesty, and by showing we really care, we will prove our leadership as the most loved and trusted brand in our markets. Attributes Committed Approachable Honest Courageous Remaining in touch with Being accessible to Building trust by dealing Translating customer insight into the needs of customers, customers, collaborative fairly, communicating product, service and solution and dedication to serving with partners, and openly, and acting innovation, constantly maintaining our the Kingdom. supportive of employees. with integrity. pioneering drive in the marketplace. 4

OUR POSITIONING & ATTRIBUTES IN ADVERTISING ‘Getting closer’ in advertising All concepts and ideas in our advertising should be inextricably linked to our brand. Our personality and attributes should come alive in our advertising to create powerful and effective brand building campaigns. Campaigns should be founded on real customer insights that show we understand our audience – we’re one of them. We create relatable situations and speak directly to the consumer about what they care about most. With our unique tone of voice we communicate how the product or service fits into consumers’ lives or work to make them better, more productive, happier, more fulfilled, etc. Real emotions play a key role e.g. happiness, frustrations, trust, amazement, etc. STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 5

OUR POSITIONING & ATTRIBUTES IN ADVERTISING Courageous Approachable Being bold, brave and breaking out of the norm. We stand We keep things simple and straightforward. Our ads are out in the sector and deliver messages in thought-provoking clean and clutter-free. A simple story well told is easily ways. We lead the way in new and innovative formats for our remembered – too many cuts and complex stories create advertising to make it even more impactful and engaging confusion and obscure the message. All our advertising (e.g. digital billboards, 3D outdoor ads, etc.). should include a clear and direct call to action. Honest Committed Our honesty helps build trust with our audience. We’re clear with All our advertising should set a benchmark in the Kingdom. offers, prices and information. We don’t offer false promises, Built on spot-on insights, our advertising should connect with trick our customers or hide behind the small print. For example: the nation, enhance our reputation, increase brand loyalty and the price they see should be the price they pay, data speeds and maintain STC’s position as the leading telco in the Kingdom. network coverage should be a true reflection of the service our customers will receive. STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 6

OUR BASIC ELEMENTS AT A GLANCE Logo Colors Gradient White Mesh Highlight circle Typography Illustration Iconography Photography Exclusive tab 7

OUR TONE OF VOICE How we speak is every bit Whether you’re writing an ad, text, tweet, or brochure, it should always sound like STC. as important as how we look. Our language, along with our brand positioning, attributes and visual identity makes us who we are. Brand attributes Our tone of voice principles We have one tone of voice for all subjects, products and customers. It doesn’t matter if you’re writing for a business audience or a young audience, Committed Intelligent the tone should always stay the same. Who we are defines what we say and Approachable Open how we speak. We have translated our attributes into actionable principles for our tone of voice. When writing your ads, Honest Straightforward make sure you sound: intelligent, open, straightforward, and bold. Courageous Bold See next page and Section 14 for more details. 8

OUR TONE OF VOICE PRINCIPLES Intelligent Open StraightforwardBold What we mean What we mean What we mean What we mean This is all about insight and knowledge, We’re for everyone, a brand that is as This is all about making what we say We are innovative and pioneering, taking understanding and relevance. It’s comfortable talking to teenage students easy to understand. Customers don’t pride in everything we do. By talking about putting yourself in the customers’ as it is to high-flying Chief Executives. On have time to wade through complex, about our vision and celebrating our shoes as you write, understanding what the most part we are informal, friendly long-winded explanations so we get to success we present a brand that they are trying to achieve or where they and warm. We are an organization the point fast. We stand a much better customers admire, respect and want to are trying to go. Whether it’s solving with a human face, welcoming all with chance of successfully delivering our stay close to. But it’s not about being a specific problem or commenting transparency and sincerity. We help our message and getting closer to our boastful. It’s talking with authority and on a wider issue, resonating with the customers to get closer to the things that customers by keeping it simple. confidence because that will increase customers’ needs demonstrates just how matter most in their lives by encouraging customers’ belief and trust in our brand. well we know them. them to get closer to…

1.0 Logotype STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 10

1.1 LOGOTYPE OUR LOGOTYPES Our brands allow us to communicate with diverse audiences to offer specific products and services. We apply the same rules presented for every logo we own. 1111

1.2 LOGOTYPE OUR LOGOTYPE VERSIONS We have different versions of our logo for Full color different purposes. Full color The logotype should always be reproduced in full color, except where printing restrictions apply. This version must always appear on solid white background. Greyscale Should be used when printing restrictions do Negative greyscale Positive greyscale not allow the use of full color. Black and white Should only be used when printing restrictions do not allow the use of full color or greyscale. ---- Only use the master artwork files, available from the STC Brand Team. Negative black and white Positive black and white 12

1.3 LOGOTYPE USAGE Our logo Logo placement Follow these simple rules when using the logo. Always use our full color logo on a solid white background. The logo has a mask built around it which establishes its size. Do not remove this mask and make sure you use the artwork that contains it. The STC logo may be placed in the bottom Logotype clearspace right or top right corner of the ad. However, for outdoor media we recommend that the logo is placed in the top corner for optimum visibility. Mask Minimum size Keep objects (e.g. type or graphics) out of the clearspace. Don’t use our logo smaller than 15mm or 75px wide. Print 30 mm On screen 100 px 13 13

1.4 LOGOTYPE SIZES Vertical Horizontal Banner Specific logo sizes are provided for our most common ad formats in our specification section of this guideline (17.0). As a general rule of thumb we follow this L / 3 simple formula for placing the logotype. To get the right size logo, divide the longest side of the layout named “L” by the number shown on the layout. Square L / 3.5 L / 3 Strip 14

1.5 LOGOTYPE MISUSE Always use the master artwork and never 1. 2. 3. do the following: 1. Do not alter colors. 2. Do not separate the elements. 3. Do not rotate. 4. Do not scale disproportionately. 5. Do not place on black backgrounds. 4. 5. 6. 6. Do not add a drop shadow. 7. Do not remove the descriptor. 8. Do not put text next to the logo – always respect the clearspace area. 9. Do not place on any background other than white. 7. 8. 9. Together with 15

2.0 Color STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 16

2.1 COLOR PALETTE & PROPORTIONS Our colors inject personality and life into STC White STC Gradient our brand. They make our communications R225 G225 B225 instantly recognisable and help us stand out HEX #000000 from the crowd. White is a key brand color. It’s clean, confident and a wonderful canvas for us to communicate our ideas, messages and products. It features prominently in all brand touchpoints (advertising, online, retail, etc.). Our STC gradient is the mesh from the logo re-imagined and re-purposed into a fresh, dynamic, and distinctive visual asset. We vary the balance of color in Photography based White based Gradient based communications. Opposite are the three general proportions of color we use. 17 17

COLOR 2.2 BREAKDOWNS A simple color palette that will create STC White STC Purple STC Magenta STC Yellow STC Black STC Gradient unique and distinctive communications. R225 G225 B225 PMS 526 PMS 213 PMS 1235 PMS Process Black HEX #000000 C70 M100 Y15 K0 C10 M90 Y25 K0 C5 M35 Y95 K0 C0 M0 Y0 K100 STC colors are available in PMS, CMYK, R113 G44 B129 R218 G63 B123 R239 G172 B42 R0 G0 B0 HEX #712C81 HEX #DA3F7B HEX # EFAC2A HEX #000000 RGB and HEX formulas. Install and use the STC swatch file (ASE) in all your Adobe programmes. 100% 100% 100% 100% 80% 80% 80% 80% 60% 60% 60% 60% 40% 40% 40% 40% 20% 20% 20% 20% 18 18

3.0 Gradient STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 19

3.1 GRADIENT SPECIFICATIONS A unique blend – our gradient helps us stand out. It combines the STC Purple, STC Magenta and a unique orange color. A flexible asset. Adjust the angle of the C 20 C 70 C 10 C 8 C 7 M 95 M 100 M 90 M 80 M 60 gradient to best fit your format. Y 15 Y 15 Y 25 Y 45 Y 70 K 0 K 0 K 0 K 0 K 0 Always use the full gradient and don’t crop it. 55% 5% 65% 75% 100% 65% 50% 50% 50% ---- Install the STC swatch file (ASE) in all your Adobe programmes. Do not R 200 R 95 R 218 R 224 R 229 try and re-create the gradient. G 46 G 30 G 63 G 89 G 89 B 129 B 103 B 123 B 109 B 109 Diagonal Vertical 35o 35o Horizontal 90o 0o 0o 20 20

3.2 GRADIENT USAGE We use the gradient on almost all of our As a background Inside type communications in one of four ways: as a background, put inside headlines, used in illustrations or integrated into photography. Within illustrations In photography 21

3.3 GRADIENT MISUSE Never do the following: 1. 2. 3. 1. Do not apply orange on top. 2. Do not use circular gradients. 3. Do not alter the gradient colors. 4. Do not remove any colors in the gradient. 4. 5. 6. 5. Do not use colors other than ours. 6. Do not apply orange diagonally on top. 7. Do not begin with orange (Arabic). 8. Do not begin with orange (English). 9. Do not apply the gradient vertically. 7. 8. 9. 22

4.0 Typography STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 23

4.1 TYPOGRAPHY TYPEFACE Created specially for us, our custom STC Regular ’STC’ font is modern and distinctive with a friendly feel. It is available in four weights: Light, Regular, Italic and Bold. Secondary typeface: We use Simplified Arabic for Arabic communications, and Calibri for Latin communications when it’s technically not possible to use our bespoke STC typeface, e.g. online or in PowerPoint STC Light STC Italic STC Bold أبجدهوس أبجدهوس أبجدهوس abcdefghij abcdefghij abcdefghij 24

4.2 TYPOGRAPHY USAGE & COLOR We use type confidently and with impact. STC Gradient in type Keep the headlines short and try and use For Arabic, the gradient the largest type size possible. runs from right(STC Purple) to left (STC Yellow) Type should be clear and legible. Make sure it’s big enough to be readable from a distance on outdoor ads. Big type with the STC gradient inside is a Headline here For English, the gradient key feature in our advertising. runs from left(STC Purple) to right (STC Yellow). Make sure there’s good contrast between the type and the background. We use a combination of gradient, purple and magenta and black type on white backgrounds. And white text on gradient On white or light backgrounds On STC Gradient backgrounds. Descriptor = Magenta All texts = white If the gradient is used elsewhere Headline = Gradient in the ad e.g. in an illustration, Rest of texts = Black he headline should be purple Jood Jood Jood Go faster Go faster Go faster Get a free internet speed upgrade. Get a free internet speed upgrade. Get a free internet speed upgrade. Call 900 Call 900 Call 900 25

4.3 TYPOGRAPHY MESSAGING & LAYOUT We keep our advertising as clean and clutter- free as possible. Only say what we have to. Descriptor Text should be right aligned in both Arabic and English. Create a clear visual hierarchy with the type: Headlines – STC Regular Short, impactful and benefit led. Use the Headline largest type size possible. Body copy – STC Regular Should be concise and to the point. Call to actions – STC Bold Clear and direct. Use only one or two contact points. Body copy Descriptors – STC Regular Product or service names should appear CTA as descriptors when required to help keep headlines short and impactful. For Arabic ads the descriptors should be written in Arabic. 26

4.4 TYPOGRAPHY DESCRIPTORS We try and avoid writing product and service Product name in headline (no descriptor) names in headlines. We use ‘descriptors’ Go and cheer in Australia instead. They help create a great heirarchy of information and make it easy for the audience with Dawri Plus to know which product we’re talking about. It also allows us to increase the size of the headline and focus more on the benefit. Headline with descriptor They go above the headline and can be magenta or white depending on the Dawri Plus background. Go and cheer It is not mandatory to include a descriptor on every ad – only when necessary. If used, the product or service name must not be repeated in Australia in the headline. Descriptors have a maximum length of three words and use initial capitals: Apple Watch, Sawa Visit... For Arabic ads the the descriptors should be written in Arabic 27

4.5 TYPOGRAPHY QUANTITY Keep your messages short and direct and copy to a minimum. Shown here are the general rules to follow. العنوان العنوان العنوان The exact amount of the type allowed in an ad depends on the format. Check the هنا � هذا الشکل. النص. النص هنا � هذا الشکل النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. specifications in Section 17 to find out هنا � هذا الشکل. النص. النص هنا � هذا الشکل النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. the number of lines allowed in our most النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. هنا � هذا الشکل. النص. النص هنا � هذا الشکل النص هنا � هذا الشکل. النص هنا � هذا الشکل. الی الإقامة دعوة. بفعل معین هنا commonly used formats. دعوة الی الإقامة بفعل معین هنا. دعوة الی الإقامة بفعل معین هنا. One line headline = Two line headline = –Type is too small and lacks impact Up to three lines of body copy Up to two lines of body copy –Too much body copy 28

4.6 TYPOGRAPHY DISCLAIMERS We place disclaimers on the bottom left side on an ad. Write them using STC Regular and in a minimum size of 6pt. Use black text for white or light colored backgrounds and white text for gradient or photographic backgrounds. As an honest brand we make sure they’re always clear and legible. *Terms and conditions apply... *Terms and conditions apply... 29

4.7 TYPOGRAPHY TECHNICAL (FOR DESIGNERS) How to set the headline type How to set headline type 1. Use STC Regular font 2. Leading for headlines should be the same as the size of the type used. E.g. 50 pt headline = 50 pt leading 3. Set kerning for headlines to -20 1 2 Templates 3 We have recommended type sizes set for our most common advertising formats (see section 28). The descriptor, body copy and call to action Templates Formula for new formats will remain consistent on each template. Only the headline type size should change. Short Headlines in 1 line العنوان However, these type sizes may be adjusted to Size Weight optimise each ad e.g. if there’s an especially Descriptor Headline ÷ 4 Regular Body Copy Headline ÷ 6 Regular short call to action we may want to make it a CTA Headline ÷ 6 Bold bit bigger to make it clearer. للمزید من املعلومات Long Headlines in 2 lines Formula for new formats Size Weight Descriptor Headline ÷ 2 Regular For any new ad formats, we should follow Body Copy Headline ÷ 3 Regular the formula shown in the table opposite. And CTA Headline ÷ 3 Bold adjust as necessary to get the best result. 30

4.8 TYPOGRAPHY MISUSE We do not use CAPS or Italic for headlines. On a white mesh with a gradient background the headline Headlines should be written in STC Regular. should written be in purple (don’t duplicate the gradient). Descriptors are magenta or white, never yellow. 31

5.0 Photography STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 32

5.1 PHOTOGRAPHY OUR STYLE Photography is a key part of our brand’s identity. Our style reflects our brand positioning and attributes. Our images should connect emotionally with the target audience. We capture images that tell a story about bringing people closer to the things they care about most. Our imagery is spontaneous, expressive, real, honest and optimistic. We focus on individuals, couples, or groups in bright, positive environments. We capture special moments, full of life. People appear natural, never staged or posed. Be vibrant, but co-ordinate your palette so images have visual synergy with the other elements used. Where possible, limit your palette to two or three dominant colors. 33

5.2 PHOTOGRAPHY A DIFFERENT VIEW We use perspectives, crops and camera angles that are exciting and unusual. We create drama by varying the scale within our photos. There are three levels: Distant A focus on the landscapes and environments. Always signs of humanity in the photo, but people are rarely the main focus. Nearby We capture our audience getting closer to the things they care about – with or without our technology. Close up A smile, a hand using a device... We focus on the details. Moments that capture strong feelings and emotions. Not everything has to be neatly in frame and in focus. People, faces and technology may be cropped or partially hidden. 34

5.3 PHOTOGRAPHY YOUTH From socialising to skateboarding, we show youth doing the things they love. We always show them positive and enjoying life naturally, never staged. Activities and scenarios are played out in bright, fresh environments. Perspective and camera angles are exciting, energetic and unusual. 35

5.4 PHOTOGRAPHY BUSINESS We show all kinds of businesses and professionals. We don’t just focus on big corporate business. Our business imagery also reveals small and medium sized businesses who rely on our products and services. We like to show people active in their work, capturing them in a natural and spontaneous manner. 36

5.5 PHOTOGRAPHY LANDSCAPES Our Kingdom offers breathtaking views that can be used in our communications. Cities, mountains, deserts, seas and skies. Striking angles and unusual perspectives create dramatic compositions with warmth and color. In cities we see interesting and unique architecture, both new and old. Our color palette should feature in the skies and lights in the images. The sky is a great natural source of light for the white mesh. 37

5.6 PHOTOGRAPHY PRODUCT Drop shadow Our product photography should look desirable and create an emotional pull. We use attractive perspectives and interesting angles that compliment the product design or features. These images are sharp, detailed and utilize lighting effects to highlight shape, features, materials and finishes. We use subtle shadows and reflections to give products depth and a high-tech feel. Drop shadows work well for smartening up brochures and catalogues, and for adding depth to potentially flat gradient No shadow backgrounds. Our products in brochures and catalogues can appear with or without shadows, but be consistent. 38

5.8 PHOTOGRAPHY TEXTURED BACKGROUNDS White textured backgrounds can be used as Example textured backgrounds Example ad using textured background a background for our products and services. Better suited for smaller sized print and digital formats – texture doesn’t show up well on outdoor pieces – they add a richness and depth to our communciations. Ideally the texture shoud relate to the idea of the communication/campaign or traget a specific audience. For a youth audience we might use a gritty urban texture. Or we might use a luxurious looking background for a premium product we offer. There is no need to apply a white mesh to a textured background as long as the background is not too complex and the logo and rest of the elements are clearly visible. 40

5.9 PHOTOGRAPHY CHECKLIST All our photography must reflect our brand 1.Does it feel honest, real and spontaneous? positioning. 2.Can our audiences engage with, react and relate? By answering yes to these further questions, you’ll know if an image is right for our brand. 3.Are our characters expressive and natural? 4.Is it bright, vibrant and luminous? 5.Is there a natural presence of our color palette? 6. Is it an attractive angle or an interesting crop? 7.Is it a contemporary and modern environment? 8.Does the photography feature a device? If yes, does it have a secondary role? 41

5.10 PHOTOGRAPHY MISUSE Avoid the following 3. 2. 1.Staged and posed. 2. Cliche`d and predictable. 3. Futuristic, artificial and unreal. 4. Dark and saturated. 5. Plain and static. 6. Out of date and uninteresting. 5. 6. 7.Blending or overlaying images. 8. Backlit and dark. 9. Wrong color palette. 9. 42

6.0 White Mesh STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 43

6.1 WHITE MESH OVERVIEW We use the white mesh on top of photos or White mesh on gradient background White mesh with photography the STC gradient to create a clean, white area for placing the STC logo and type. Our ‘white mesh’ has an inherent connection to the mesh in our logo, through its soft and organic nature. It’s dynamic and responsive and one of the key foundations of the new brand identity. It can be used on a gradient background or integrated with photography. The mesh must always be combined with the background naturally. 44

6.2 WHITE MESH HOW TO CREATE & APPLY The white mesh can be created and applied Radial gradient Linear gradient Linear & radial gradient in Adobe Photoshop or Illustrator and is a white to transparent gradient. You can apply it in a radial and/or linear way. And it can be placed on the bottom or at the top of the visual. It must always blend naturally to the background. The white mesh minimum size is 15% of the layout and the maximum is 50%. 15% (minimum) 50% (maximum) White to transparent gradient Solid white Transparent (0% opacity) (100% opacity) 45

6.3 WHITE MESH GRADIENT BACKGROUND The white mesh must blend smoothly with the gradient background. Smooth blend Smooth blend Smooth blend White mesh not blending smoothly 46

6.4 WHITE MESH WITH PHOTOGRAPHY The white mesh must blend naturally Original photo Mesh added naturally to sky Mesh not natural / covering key part of photo with the photo background. The best (and easiest) photos to work with are both light and bright. If there is a natural light source in the photo, the white mesh should radiate from there. The mesh should not be applied to dark, poorly lit photos. The mesh should never hide or interfere with a key part of the photo. Original photo Mesh blended naturally with photo 47

6.4 WHITE MESH WITH PHOTOGRAPHY If there is a natural light source in the Original photo Mesh radiating from natural light source photo, the white mesh should radiate from there. See examples below. If the background is white or very light, we do not need to add the white mesh on top. If the photo already has a white background, we do Original photo Mesh radiating from natural light source not need to add a mesh. 48

6.5 WHITE MESH MISUSE Don’t do the following: 1. 2. 3. 1.Do not use the logo as the white mesh. 2. Do not make the edges hard. 3. Do not put the mesh in the middle. 4. Do not have more than one mesh. 5. Do not make the mesh less than 10% 4. 5. 6. 6. Do not make the mesh bigger than 50%. 7.Do not separate the logo and the mesh. 8. Do not cover the key part of the image. 9. Do not change the color of the mesh. 8. 49

7.0 Illustration STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 50

7.1 ILLUSTRATION OUR STYLE Our illustration style is simple, clean and modern. We use it to present concepts, exciting ideas and information about our technology in a user-friendly way. We focus on interesting details, objects and actions where our customers get closer to the things they care about. 51

7.2 ILLUSTRATION 2D STYLE Our style is digital, we work with vector images that are easy to create and to modify. We use our distinctive color palette in the illustrations to give them an STC look and feel. This style is created to be applied in all media and formats. And across all different audiences: internal and external. 52

7.3 ILLUSTRATION USAGE The balance of colors in our illustrations is STC Gradient STC Purple STC White flexible. Follow the examples shown on the following pages. 100% 80% 60% We’ll often use white as a background for 40% our illustrations. 20% STC Magenta STC Yellow STC Black Purple should play a major role in our illustrations. Either as a solid color, or 100% 100% 100% within the gradient. 80% 80% 80% 60% 60% 60% On a secondary level we apply magenta 40% 40% 40% and yellow. 20% 20% 20% Gray works great to illustrate products and devices. Our gradient could have a major or minor presence. 53

7.4 ILLUSTRATION COLORING We can use all the color palette, or just the Examples using color palette gradient. Either way, our illustrations should always be colorful. Ideally our illustrations will be commissioned and created for a specific brief. In those situations where we face tight time-lines or small budgets we can use image banks. Examples using our gradient Make sure that the style is the same as ours and change the colors using our color palette. 54

7.4 ILLUSTRATION COLORING Solid color backgrounds work great on the inside pages of our brochures. Note: This is not an option if you need to place a logo on the page, as that needs to be on a white background. STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 55

7.5 ILLUSTRATION EXAMPLES If your illustration doesn’t include the gradient, you should apply it inside the headline. If your illustration uses the gradient, your headline should be in purple. Don’t repeat the gradient in both the headline and the illustration. 56

7.6 ILLUSTRATION MISUSE With our illustrations we avoid 2. 3. the following: 1.Negative situations 2. 3D illustrations 3. Cliche`d still life drawings 4. Gradient overuse 5. Childish 4. 6. 6. Emoticons / smileys 7.One color 8. Photography + illustration 9. Cartoon style 7. 8. 57

8.0 Iconography STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 58

8.1 ICONOGRAPHY LIBRARY The design of our icons is inspired by our typeface. Our icons use an outline and are characterized by curved edges. Every icon is created by following a clear set of principles that ensure consistency. Our icon library consists of a family of 30 approved icons that can be used in any STC communication. Keep in mind: The context of an icon influences its meaning, so always consider an icon’s surroundings. 59

8.2 ICONOGRAPHY USAGE Our icons can be used in 3 different colors: 1.Gradient: this should be the primary usage 2. Purple: this can be used when other elements in Gradient the layout already use the gradient 3. White: this is used when placing an icon on a colored background Purple White on a Colored Background 60

8.3 ICONOGRAPHY STRUCTURE Step 1 - Design: Regular Our icons are simple. Start with a basic outline and apply only minimum details for recognition. Light Step 2 - Rounded Edges: Our icons mimic our typography style. Rounded edges are a unique part of the design. Apply a rounded edge wherever you have a corner. Step 3 - Line Weight: Our icons are created using a variation of 2 line weights, “regular” and “light”. This variation is used in icons with more details. Simpler icons used the “regular” weight by default. Sizing our Icons: When building our icons, we set the height to 20 mm. Based on this height of creation, Regular stroke = 3.5 pt we set the “regular” stroke to 3.5 pt and the “light” stroke to 2.5 pt. It’s important that all icons are created using this formula to Light stroke = 2.5 pt create proper consistency. 61

8.4 ICONOGRAPHY MISUSE 1.Colors: Do not change the approved colors of the icons. 1. 2. 2.Line Weight: Do not use a thin or very thick stroke. Stick to a regular stroke. 3.Sharp Edges: Do not use sharp edges. Please only use rounded edges. 4.Background Color: Do not apply a gradient icon on a gradient background. Use a white icon instead. 3. 4. 62

9.0 Highlight Circle & Exclusive Tab STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 63

9.1 HIGHLIGHT CIRCLE ROLE & COLOR The highlight circle helps us draw attention Shape for price Shape for offers Shape for features to key information in our communications such as market leading prices, offers and unique product features. They should add to Exclusive the main message and never lead or Magenta highlight circles Free SIM SR150 online on white backgrounds. pack dominate it. content We use different shaped circles for different messaging; price, offer and special features. Exclusive Magenta highlight They appear in magenta on white or light Free SIM SR150 circles on light colored online photographic backgrounds and white on pack photographic backgrounds content gradient backgrounds. Make sure they have good contrast against the background so they stand out. As a general rule there should only ever be one highlight per visual. Only when two Exclusive White highlight circles Free SIM SR150 online on gradient backgrounds products are featured together can there be pack content two highlight circles 64

9.2 HIGHLIGHT CIRCLE SIZE & PLACEMENT Message How to apply a highlight circle Always keep copy within the tag to a minimum and never exceed three lines. Step 1 Size From the template resource, We recommend to use the highlight circle at select the highlight circle XXXXX XXXXXX XXXX the same height as the STC logo. However, XXXXX whose type size and number XXXXXX XXXXX we understand this needs to be flexible of lines best suits the amount and will not always be right. In some of copy you’ll be inserting. applications (e.g. environmental) we may need to make it bigger for the text to have Step 2 improved legibility and impact – in these Insert the copy that you cases it can be set at 150% the height of the wish to highlight. logo. XXXX SR100 All copy should be written in Please remember to ensure the text is STC Regular, not STC Bold. always legible, this will determine the minimum size of the tag in any given format. Step 3 Scale the highlight circle to match the height of the Placement SR100 100% 100% logotype. The highlight circle may be placed anywhere on a communication. Although, If In exceptional circumstances a product is shown in the ad, the highlight (see paragraph left) the SR100 circle should touch the product they relate 150% highlight circle may be 150% to, as shown in the example here. of the logo height. 65

9.3 EXCLUSIVE TAB ROLE & COLOR The Exclusive Tab is used to denote Exclusive Tabs that the content or offer within an advertisement is exclusive to STC. It can be appear in magenta or white Magenta exclusive tab on white backgrounds. depending on the background. Make sure it has good contrast against the background so it stands out. Only one Exclusive Tab can be used per visual. Magenta exclusive tab on light colored photographic backgrounds White exclusive tab on gradient backgrounds 66

9.4 EXCLUSIVE TAB SIZE & PLACEMENT Magenta tab on a white or light colored background White tab on a gradient or colored background The Exclusive Tab should be 50% of the height of the STC logo. حصریا حصریا 50% 100% It is placed on the top left corner leaving a distance of T as shown. On some unusual and extreme formats (e.g. bridges) we may need to reformat the exclusive tab for it to work. If in doubt, Unusual or extreme formats may require custom solution e.g. bridge shown below contact the STC Brand Team. 67

9.5 HIGHLIGHT CIRCLE & EXCLUSIVE TAB MISUSE The Highlight Circle should appear in white on the gradient. The Highlighting Circle should touch the product. Do not place the Exclusive Tab on the right of the ad. 68

10.0 Tables STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 69

10.1 TABLES WHITE BACKGROUND We keep our tables simple, with Tables on a white background minimal coloring. The rounded corners to the tables compliment our logotype and typography. Price Free minutes Free local Free outgoing Free incoming Receiving to KSA minutes SMS minutes SMS Content is left aligned in English tables and GCC SR 129 30 30 30 30 Free Weekly right aligned in Arabic. 50 50 50 50 Free SR 159 Monthly Text should always be in STC Regular font. 30 30 30 30 Free SR 199 Weekly Rest of the world 50 50 50 50 Free SR 329 Monthly SOME DESIGN TIPS: – Keylines are black and should be 0.75pt International minutes 50 100 200 – Titles to rows and columns should be in purple SR 59 SR 110 SR 198 Price – Magenta can be used to highlight key data (but don’t overuse it!) – Use plenty of white space. Don’t make the columns and rows too tight – Always think of the end user – make sure they’ll understand it quickly (Test it with colleagues if necessary) 70

10.2 TABLES NON WHITE BACKGROUND We use spaces, instead of keylines Tables on a gradient background between the rows and columns on gradient and photographic backgrounds. Tables are white and should have a Price Free minutes Free local Free outgoing Free incoming Receiving transparency between 20% and 50% for to KSA minutes SMS minutes SMS gradient backgrounds, and a transparency between 50% and 80% for photographic GCC SR 129 30 30 30 30 Free Weekly backgrounds. 50 50 50 50 Free SR 159 Monthly 30 30 30 30 Free SR 199 Weekly Rest of We only use STC Regular font for the text. the world Always check the legibility of the data. 50 50 50 50 Free SR 329 Monthly SOME DESIGN TIPS: – Space between the rows and columns Tables on a photographic background is equal to 1.5pt keyline – Magenta can be used to highlight key columns and data. Price Free minutes Free local Free outgoing Free incoming Receiving to KSA minutes SMS minutes SMS – On complex photographic backgrounds use 80% transparency so the white is GCC SR 129 30 30 30 30 Free Weekly strong and the data is clear. 50 50 50 50 Free SR 159 Monthly 30 30 30 30 Free SR 199 Weekly Rest of the world 50 50 50 50 Free SR 329 Monthly 71

10.3 TABLES EXAMPLES White background Gradient background Photographic background 72

11.0 QR Codes & Social Media Icons STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 73

11.1 QR CODES & SOCIAL MEDIA ICONS QR CODES QR Code and STC logo at the bottom QR Code and STC logo on the top QR codes should be 50% of the height of the STC logo and aligned horizontally as shown here. 50% 100% QR codes can appear in black or white. 74

11.2 QR CODES & SOCIAL MEDIA ICONS SOCIAL MEDIA ICONS Logos at the bottom when STC logo is at the top Logos at the bottom with STC logo We place social media icons on the bottom of the ad aligned with the frame or right after the CTA. 50% 100% stc.com.sa/sm stc.com.sa/sm They should be 50% of the height of the STC logo. Be social New Samsung Galaxy A5. Designed for social networking. In stock now. Enjoy every moment with what you love and stay closer from what you care. Call us on 902 to find out more. 75

12.0 The Frame STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 76

12.1 THE FRAME INTRO & STANDARD FORMATS Frame for standard formats Examples (Press ad and Megacom) The frame helps us when we build an STC ad. It helps us position all the elements consistently. العنوان x 2 Start by applying the logo to your ad – See sections 1.4 and 18.0 of this guide for sizes. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا � هذا الشکل. النص هنا �. للمزید من املعلومات Where space allows, we use the standard format for the frame, which is Tx2 (T is from STC logo) around the edge of the ad. All text content should fit within the frame. العنوان للمزید من املعلومات 77

12.2 THE FRAME RESTRICTED SPACE FORMATS Example of 1xT frame on lamppost ad and online ad (220x55px) For some extreme print and online formats, where space is restricted, we adjust the formula to make the area around the frame العنوان smaller. It can be 1xT or 0.5T (T is from STC logo). العنوان املزید للمزید من املعلومات Frame options for restricted space formats 1 x Example of 0.5xT frame on extreme format strip ad (320x30mm) العنوان .5 x للمزید من املعلومات 78

13.0 Brochures STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 79

13.1 BROCHURES GRID Always use a grid. It makes layouts Six column grid structured, ordered and helps our customers easily navigate through the content. We use a six column grid. This gives us consistency across all our formats. A4 DL A5 Square A5 80

13.3 BROCHURES COVERS & BACK COVERS Be creative and use the brand elements in Brochure cover examples different ways on our brochure covers. Our choice We have four recommended back covers The awards Always connected for our brochures. catalogue Smartphones special Spring 2015 Issue Tablets special Brochure back cover examples Contact us Contact us Contact us Contact us - - - - stc.com.sa stc.com.sa stc.com.sa stc.com.sa info@stc.com info@stc.com info@stc.com info@stc.com 902 902 902 902 STC Al Mursalat Branch STC Al Mursalat Branch AL King Abdulaziz Complex AL King Abdulaziz Complex Imam Mohammed Bin Saud Street Imam Mohammed Bin Saud Street Tel. 966 11 452 1815 Tel. 966 11 452 1815 Gradient + contact info Gradient + contact info White with logo + contact info White with logo + distributor info +distributor info 82

13.4 BROCHURES LAYOUT EXAMPLES – DL Using the grid system we can apply The facts you o f o f factsyou Best deals Must have e v h u e v h u Musthave a da d deals imagery in many different ways: full-bleed w o n k w o n k dtoknow need to know Ut enim ad minima veniam, quis nostrum Ut enim ad minima veniam, quis nostrum Ut enim ad minima s a v m s a v m ullam corporis suscipit laboriosam. ullam corporissuscipitlaboriosam. ullam corporis sus s l c o o s l c o o Choosing n s o o Ch Choosin C wiselyg Choosing Ch i double spread, single page, half page, etc. 01. 0 0 0 01. 02. 03. lwisele si w y wisely Ut enim ad minima veniam, quis Ut enim m a d min u m v m d m U d nostru um ullam nostru um ullam c s p c u c s p c u mcorporissuscipit nostrumullam nostrum ullam corporis suscipit laborio osam mut laboriosam ut a n n m o a n n m o enimadminima. laboriosamut laboriosam ut enim ad minima. All you wanted to know k o t a o w With the help of the grid we apply the rest Field 1 Field 2 Field 3 Field 4 Field 1 F 4 e 2 e but were afraid to ask. o f e w u Data 01 Data 01 Data 01 Data 01 Data 01 D 0 t 0 a 0 ata0 ata0 ata0 ata0 GALAXY NOTE 4 E Y A GALAXYNOTE4 LG PLUS SAMSUNG SONY NOKIA LUMIA LG PLUS U A S G S S Data 02 Data 02 Data 02 Data 02 Data02 D Data 02 D 0 t 0 a 0 0 t 0 a 0 Data02 Data02 Data02 Data02 D - NEXUS 5 GALAXY Z3 - NEXUS 5 - Z X G U Z X G U GALAXY Z3 NEXUS5 of the elements: Texts, illustrations, icons, Data 03 Data 03 Data 03 Data 03 Data 03 D Data 03 D 0 t 0 a 0 0 t 0 a 0 Data03…

14.0 Tone of voice See pages 8 & 9 for the introduction and guiding principles to our tone of voice STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 84

14.1 TONE OF VOICE WRITING YOUR AD 1.Identify the single, most important benefit you want to promote. STC ads should only contain one, simple idea. That way the reader or viewer Roaming Packages Mention of service knows exactly what we are talking about. Single-minded, benefit-driven, short headline 2.Know your audience Travel during your midterms with no additional Know your audience. Speak to them like you would in person. There’s no point writing an ad without roaming charges. Talk, text and surf all you want. Clear call-to-action Call 902 for more info a specific consumer in mind. Imagine a member of your target audience is sitting across the desk from you. How would you speak to them? 85 85

14.2 TONE OF VOICE GENERAL WRITING TIPS Benefits, not features Write single-minded, Jood 2 Speeds from 10 to benefit-driven headlines. Buffer-free Movies 200Mbps with Jood 2 Anticipate the negative Find the flaws in your Invision Invision argument that would drive your Less than 11SR a day 320SR per Month customer to say “no”. Leave nothing to chance Clearly tell your customer Call us now what you want them to do. Our experts are ready to answer your questions. Steer clear of superlatives Overusing superlatives makes Our Jood 1 Package Jood 1 is our us sound insincere and lacking is an amazing new entry-level package in confidence. pricing innovation. Qitaf Be structured Big blocks of text are off-putting. Tasty Treats. Get Tasty Treats Divide your work into manageable discounts at over 500 paragraphs and try to aim for restaurants by using only one idea per sentence. We believe loyalty should be rewarded, so our customers get discounts at over 500 restaurants. your Qitaf points. stc.com.sa/qitaf 86 86

14.2 TONE OF VOICE GENERAL WRITING TIPS STC Business now offers customers 500 free minutes. STC Business Do more. Talk more. Get 500 free minutes when you Get to the point faster Long-winded, repetitious sign up for one of STC Business’s copy makes our brand seem new business packages. Our new packages offer you 500 Free Minutes. complicated and unsure of itself. To sign up, please visit stc.com.sa/business Sign up at stc.com.sa/business Speak in the first person Speaking in the first person Sawa Ziyara Sawa Ziyara makes us warmer and gets us closer to our customers. The best prepaid line from Our best prepaid line. Saudi Telecom Company. Spelling and grammar Proper spelling and grammar STC provides better We provide you with make us look good and help us network, wider coverage a better network and gain our customers’ trust. to the customers. wider coverage. Warm up. Get closer Add a human element to your Telecommunication copy. Avoid being too technical. Your phone bill Service Invoice Use American spelling Colour your world Color your world We use “US English”. Avoid “UK English”. Customise your iPhone with a Customize your iPhone with a range of colourful cases range of colorful cases 87 87

14.3 TONE OF VOICE CHECKLIST Use this checklist to make sure you’re copy 1.Is the benefit clear? is right for our brand. 2.Is the headline as short as it can be? 3. Is the product or service clearly mentioned in the copy? 4.Is there a clear call to action? 5.Does the tone match at least two of these personality principles: intelligent, open, bold or straightforward? 6.Does the ad help us get closer to our audience? 88

15.0 Creating a print ad STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 89

15.1 CREATING A PRINT AD COMMUNICATION STYLES Our print ads can be classified in three categories. 1.Gradient background 3.White background In the next pages we will show you how to create them and what elements you need to consider. 90

15.6 CREATING A PRINT AD BODY COPY Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy 95

15.7 CREATING A PRINT AD CTA Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy Include a CTA 96

15.9 CREATING A PRINT AD WHITE MESH Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy Include a CTA Include a visual Insert the white mesh 98

15.10 CREATING A PRINT AD COLOR IN TYPE Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy Include a CTA Include a visual Insert the white mesh Adjust color in type 99

15.11 CREATING A PRINT AD HIGHLIGHTS Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy Include a CTA Include a visual Insert the white mesh Adjust color in type Create highlights 100

15.12 CREATING A PRINT AD PARTNER LOGOS Establish ad size Apply the logo 1.Gradient background 2.Photographic background 3.White background Create the frame Write a Headline Write the Body Copy Include a CTA Include a visual Insert the white mesh Adjust color in type Create highlights Apply additional logos 101

15.13 CREATING A PRINT AD SUMMARY That’s it, your ad is ready! Avoid using too many 1.Gradient background 2.Photographic background 3.White background elements, try to keep it simple with shorts texts and nice visuals. 102

15.14 CREATING A PRINT AD CHECKLIST FOR OUTDOOR ADS Our outdoor ads are a great channel for 1. One single benefit-led idea and message getting our messages out and raising the (it must fit with the brand positioning and attributes) profile of the brand. It’s important we get it right. Follow our 2.An engaging and memorable visual checklist to make the most of this media. 3. Clear and logical layout, keep text and messaging together Remember: For outdoor media we recommend that the logo is placed in the top corner for optimum visibility. 4. Short, impactful headline (use the largest type size possible) 5. Clean and clutter-free ad. Only include what you have to. 6.Check the contrast and legibility of text (can it be read quickly and from a distance) 7. Clear and direct call to action Extra: Try to include human elements in the ads. We can include them through photography, our messaging (speaking the customer’s language), an illustration, etc. 103

16.0 Cobranding STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 104

16.1 COBRANDING PRINCIPLES & SCENARIOS 2.Partner led scenario 1.STC led scenario In any given cobranding situation Partner brand takes the lead. STC appears STC communications that feature partner we need to be clear about the role with a logo and descriptor (optional) and logos. It must be clear that STC is the we are playing, clear about our positioned as a vital ingredient to the offer. leading the communication. ambition and clear about how we signpost our level of involvement. Our approach should help customers quickly understand benefits, build credibility and drive appeal. In this environment the competition for brand presence will be fierce. We don’t want to confuse the customer with a cluttered or fragmented brand experience, however we also need to ensure that STC is not forced to sit in the background. Who is leading the scenario determines the percentage of each brand’s presence, as well as their visual and verbal involvement. 105

16.2 COBRANDING STC LED SCENARIO Single partner logo: Multiple partner logos: In STC led communications, the STC logo must always Should appear a bit smaller be bigger than any partner logo – about double the than a single partner logo – size. Follow the formula below to get the right size: about 40% of the STC logo. Step 2 Step 3 Step 4 Multiple logos Step 1 Make the partner logo the Is the STC logo about double the All logos appear about half All logos appear about 40% Measure the height of the same height as the STC logo size of partner logo? Reduce by the size of the STC logo the size of the STC logo STC logo further 30% or 50% if not This is the right size in 100% relation to STC logo. This logo is too big next to the STC logo. 100% 100% Reduce by 30%. This logo is too big next to the STC logo. 100% Reduce by 50%. 106

16.2 COBRANDING STC LED SCENARIO Single partner logo Multiple partner logos: Should be placed within the frame on the opposite side of the ad Same positioning rules as a single partner logo. They should be to the STC logo. If STC logo is on the bottom, the partner logo(s) horizontally aligned. Include a ‘T’ from STC logo space between the must also be at the bottom. If STC logo is on top right, the partner logos. logo(s) may appear in either bottom corner. Partner logo on the top Partner logos on the top Partner logo at the bottom Partner logos at the bottom Logos at the bottom Logos at the bottom 107

16.2 COBRANDING STC LED SCENARIO Exclusive tab Parter logos should not interfere with the exclusive tab. Place logo(s) in another corner if required. 108

16.3 COBRANDING PARTNER LED SCENARIO In those scenarios where we do not lead, STC appears When the partner background is not white, with a logo and descriptor (optional). we use a white box to house and protect the logo. Use white box artwork when required. We use the descriptor ‘Only with’ to communicate an exclusive benefit we are bringing to our customers. White backgrounds Colored backgrounds Only with Only with Write the descriptor ‘Only with’ in Write the descriptor ‘Only with’ in Bold. The type size is T/2. Bold. The type size is T/2. 109

16.4 COBRANDING MISUSE Logo partner size is too prominent. Partner logo is not clearly visible. Do not use an STC key visual in a partner led communication. 110

17.0 Specification for Print ads STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 111

17.1 SPECIFICATION TABLES PRINT ADS DL Flyer Corrugated stand A5 Flyer A5 Booklet A5 Booklet A range of logo and type sizes are 9.9 x 21 cms 80 x 180 cms 14.85 x 21 cms 21 x 14.85 cms 14.85 x 21 cms set for each one of our common Logo size – L / 4 Logo size – L / 4 Logo size – L / 3.5 Logo size – L / 3.5 Logo size – L / 3.5 print ad formats. This should be the Descriptor Descriptor Descriptor Descriptor Descriptor STC Regular 22 pt STC Regular 180 pt STC Regular 25 pt STC Regular 30 pt STC Regular 30 pt starting point for any design. Headline (1-2 lines) Headline (1-2 lines) Headline (1-2 lines) Headline (1-2 lines) Headline (1-2 lines) We understand this may not be STC Regular 35 - 75 pt STC Regular 250 - 500 pt STC Regular 35 - 90 pt STC Regular 35 - 110 pt STC Regular 35 - 90 pt right for every possible scenario Body copy (1-5 lines) Body copy (1-3 lines) Body copy (1-5 lines) Body copy (1-3 lines) Body copy (1-3 lines) STC Regular 10 pt STC Regular 110 pt STC Regular 10 pt STC Regular 14 pt STC Regular 14 pt and should be adjusted to improve Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) legibility, layout and impact. Aim STC Bold 10 pt STC Bold 110 pt STC Bold 10 pt STC Bold 14 pt STC Bold 14 pt for the best possible result every time. If in doubt check with the STC brand team. Ear Panel Ear Panel DL Leaflet Environmental Environmental 5 x 9 cms 8.2 x 9 cms 9.9 x 21 cms 60 x 400 cms 800 x 350 cms Lo…

17.1 SPECIFICATION TABLES PRINT ADS Megacom Mega structure Lampost Environmental Environmental A range of logo and type sizes are 400 x 300 cms 500 x 750 cms 100 x 300 cms 1250 x 400 cms 800 x 600 cms set for each one of our common Logo size – L / 3 Logo size – L /3.5 Logo size – Full width Logo size – L / 4.5 Logo size – L / 3 print ad formats. This should be the Descriptor Descriptor Descriptor Descriptor Descriptor STC Regular 65 pt STC Regular 115 pt STC Regular 350 pt STC Regular 110 pt STC Regular 115 pt starting point for any design. Headline (1-2 lines) Headline (1-2 lines) Headline (1-3 lines) Headline (1 line only) Headline (1-2 lines) We understand this may not be STC Regular 100 - 250 pt STC Regular 180 - 300 pt STC Regular 525 - 800 pt STC Regular 150 - 400 pt STC Regular 160 - 350 pt right for every possible scenario Body copy Body copy Body copy Body copy Body copy N/A N/A N/A N/A N/A and may be adjusted to improve Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) legibility, layout and impact. Aim STC Bold 50 pt STC Bold 80 pt STC Bold 270 pt STC Bold 80 pt STC Bold 75 pt for the best possible result every time. If in doubt check with the STC brand team. Pop up Pop up Muppi Poster Poster 400 x 400 cms 400 x 300 cms 120 x 180 cms 70 x 100 cms 60 x 60 cms Logo size – L / 3 Logo size – L / 3 Logo size – L / 3.5 Logo size – L / 3.5 Logo size – L / 3 Descriptor Descriptor Descriptor Descriptor De…

17.1 SPECIFICATION TABLES PRINT ADS Press ad Press ad Press ad Roll up Scaffolding A range of logo and type sizes are 20 x 35 cms 21.6 x 30 cms 32 x 20 cms 120 x 200 cms 900 x 5000 cms set for each one of our common Logo size – L / 3.5 Logo size – L / 3.5 Logo size – L / 3.5 Logo size – L /3.5 Logo size – L /6.5 print ad formats. This should be the Descriptor Descriptor Descriptor Descriptor Descriptor STC Regular 45 pt STC Regular 45 pt STC Regular 45 pt STC Regular 225 pt STC Regular 200 pt starting point for any design. Headline (1-2 lines) Headline (1-2 lines) Headline (1-2 lines) Headline (1-2 lines) Headline (1 line) We understand this may not be STC Regular 55 - 130 pt STC Regular 55 - 130 pt STC Regular 60 - 150 pt STC Regular 325 - 750 pt STC Regular 300 - 650 pt right for every possible scenario Body copy (1-3 lines) Body copy (1-3 lines) Body copy (1-3 lines) Body copy Body copy STC Regular 14 pt STC Regular 14 pt STC Regular 14 pt STC regular 140 pt N/A and may be adjusted to improve Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) Call to action (1 line) legibility, layout and impact. Aim STC Bold 14 pt STC Bold 14 pt STC Bold 14 pt STC Bold 140 pt STC Bold 140 pt for the best possible result every time. If in doubt check with the STC brand team. Skypole Strip ad Strip ad Strip ad Strip ad 400 x 1400 cms 31 x 8 cms 32 x 2 cms 32 x 3 cms 32 x 5 cms Logo size – L / Full width Logo size – L / 5.5 Logo size – Full height…

17.1 SPECIFICATION TABLES PRINT ADS Unipole Super structure A range of logo and type sizes are 1400 x 400 cms 1250 x 600 cms set for each one of our common Logo size – L / 5.5 Logo size – L / 3.5 print ad formats. This should be the Descriptor Descriptor STC Regular 120 pt STC Regular 120 pt starting point for any design. Headline (1-2 lines) Headline (1-2 lines) We understand this may not be STC Regular 170 - 400 pt STC Regular 170 - 500 pt right for every possible scenario Body copy Body copy N/A N/A and may be adjusted to improve Call to action (1 line) Call to action (1 line) legibility, layout and impact. Aim STC Bold 80 pt STC Bold 90 pt for the best possible result every time. If in doubt check with the STC brand team. Type specs set at 10% of actual size 115

18.0 Examples STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 116

18.2 EXAMPLES GRADIENT BACKGROUND - OFFLINE Press ad Megacom Lamppost Strip ad 119

18.2 EXAMPLES GRADIENT BACKGROUND - ONLINE Medium rectangle Skyscraper Half page Step 1 Step 2 Step 3 Step 1 Step 2 Step 3 Step 4 Leaderboard Step 4 120

18.3 EXAMPLES WHITE BACKGROUND - OFFLINE Press ad Megacom Lamppost Be in the next Be in the next LaYwagif episode. LaYwagif episode. stc.com.sa/laywagif stc.com.sa/laywagif Be in the next LaYwagif episode. stc.com.sa/laywagif Strip ad Be in the next LaYwagif episode. stc.com.sa/laywagif 121

18.3 EXAMPLES WHITE BACKGROUND - ONLINE Medium rectangle Skyscraper Half page Step 1 Register now to feature in the Register now to next LaYwagif Step 2 feature in the episode. next LaYwagif episode. Let’s go > Let’s go > Register now to feature in the next LaYwagif episode. Let’s go > Register now to feature in the next LaYwagif episode. Step 3 Let’s go > Step 1 Step 2 Step 3 Step 4 Leaderboard Register now to feature in the next LaYwagif episode. Register now to feature in Step 4 Let’s go > the next LaYwagif episode. 122

19.0 Assets STC Advertising Guidelines © September 2015 | Imagery not owned by STC. You must get permission from the owner if you want to use them in your communications. 123

19.1 ASSETS COLOR PALETTE All designers MUST install and use our preset color palette with their Adobe programmes. This helps keeps our colors consistent. 124

Contact Please contact the STC Corporate Brand Department if you have queries regarding these guidelines or the identity in general. Faris S. Duhaithem fduhaithem@stc.com.sa +966 11 44 34207 STC Advertising Guidelines © September 2015