VisitSaudi.com
Brand
Guidelines
Version 02 - 07. 08. 2020
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1Welcome
These guidelines are to help create visual and
tonal consistency across everything we do, and
empower everyone that uses them. We ask
you to read and apply the basic rules laid out
in this document, paying close attention to the
conceptual pieces that demonstrate how the
identity elements are used together to create
the correct look and feel of the brand.
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2Contents
4.
Typography
20
7.
Applications
36
1.
Our brand
4
Visitor ID cards
Our brand
Headline typefaces
Business cards
Scale of presence
Body copy typefaces
Brand toolkit
System typefaces
Corporate folders
Publication covers
5.
Visual language
24
2.
Our logotypes
8
Publication spread
Patterns
Promoter brand logotype
Contact
42
Colorways
Color versions
Watermarks
Black and white versions
Cropping
Exclusion zone and minimum size
Patterns in context
Please avoid...
Please avoid...
Artwork file naming
Artwork file naming
Strokes
6.
Photography
34
3.
Color
16
Categories
Color management
Color palette
Color in context
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31. Our Brand
-Our Brand
-Scale of presence
-Brand toolkit
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4Section 1 - Our brand
Our brand
Destination Brand | English Version
Destination Brand | Arabic Version
Promoter Brand
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5Section 1 - Our brand
Scale of presence
Target audience
Internal
Government
Trade & Business
Tourists & Citizens
Scale of
presence
presence%100
%75
%25
%0
Promoter brand
Marketing & merchandise:
Corporate comms & marketing:
Corporate collaterals:
Example
communication
• Advertising (TV, OOH, Social, Digital,
• Event dressings
• Corporate folders
• Employee ID
channels
Press etc)
• Flyer, brochures and leaflets
• Email signature
• Visitor pass
• Merchandise (clothing, gift items etc.)
• Website
• Reports and publications
• Note book
• PPT Presentation
• Desk signage
• Stationery
As the purpose of STA is to promote Visit Saudi, the majority
The scale of presence table demonstrates the hierarchy
of communications will feature the Visit Saudi brand. However,
of STA vs. Visit Saudi within communications. The STA
there are a small number of instances where for functional
presence within communications should be adjusted based
reasons the promoter brand exists in isolation.
on who the conversation is with.
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6Section 1 - Our brand
Brand toolkit
English Brand
Arabic Brand
Color palette
29LT Zarid Serif : Headline & bodycopy Arabic
أ ب ت ث ج ح خ د ذ س ش ص ض
ط ظ ع غ ف ق ك ل م ن و ي
١٢٣٤٥٦٧٨٩٠
Displace 2.0: Headline English
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Gotham: Body copy English
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Visual language
Photography
Typefaces
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72. Our logotypes
-Visit Saudi brand logotype
-Color versions
-Black and white versions
-Exclusion zone and minimum size
-Please avoid
-Artwork file naming
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8Section 2 - Our logotypes
Visit Saudi brand logotype
There are two versions of our logotype.
English version used for international
communication and Arabic version used
for Local and regional communication.
Please don’t attempt to re-create the
logotype yourself. Artwork files of the
logotype and other design elements are
available from the marketing team.
English logotype
Arabic logotype
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9Section 2 - Our logotypes
Color versions
Our logotype may appear in one of six
colorways; blue, dark green, green, orange,
purple and red.
There is no preference regarding which color
is used. Please ensure that collectively across
communications the colors are used evenly.
The colored logotypes are for use on white
backgrounds. Please do not use these
Blue
Dark green
Green
logotypes on imagery. A special transparent
white logotype has been created for use on
imagery and is detailed on the following page.
Please don’t attempt to re-create the logotype
yourself. Artwork files of the logotype and
other design elements are available from the
marketing team.
Orange
Purple
Red
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10Section 2 - Our logotypes
Logotype with imagery
A special transparent white logotype has been
created for use on imagery.
Please always use this version of the logotype
and never the color versions on imagery.
Please don’t attempt to re-create the logotype
yourself. Artwork files of the logotype and
other design elements are available from the
marketing team.
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11Section 2 - Our logotypes
Black and white versions
There are different logotype artwork
files available for varying reproduction
requirements.
Use the black or white versions of our logotype
when black and white printing is necessary.
Black
White
Greyscale
Black
White
Greyscale
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12Section 2 - Our logotypes
Exclusion zone and minimum size
Exclusion zone
To ensure consistent prominence and legibility,
the logotype is always surrounded by an area
of clear space which remains free of other
design elements, such as type and other
logotypes.
The construction of the exclusion zone area
is based on half the height of the calligraphic
letter “S” referred to here as ‘X’.
Minimum size
1/2
1/2
X
X
In print, the logotype should not be used
smaller than the size detailed here (14mm).
1/2
1/2
X
X
On-screen minimum logotype size cannot be
Exclusion zone
Exclusion zone
situations, take care to preserve the legibility.
Note:
The rules set out here apply to all versions of
our logotype.
14mm
14mm
Minimum size
Minimum size
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13Section 2 - Our logotypes
Please avoid
The logotype should always be reproduced
from the master artwork provided. It should
never be altered, re-drawn, re-colored or
manipulated in any way.
The examples on this page show what to avoid
when using the logotype:
1.
Do not disproportionately scale the
logotype
1
2
3
2. Do not rotate the logotype
3. Do not re-color our logotype
4. Do not apply a drop shadow
5. Never remove the logotype accents
6. Never use colored logotypes on imagery
Note:
The rules set out here apply to all versions of
our logotype.
4
5
6
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14Section 2 - Our logotypes
Artwork file naming
Color space
Shown here is our system for logotype artwork
CMYK = -4color printing
Logo
file naming.
RGB = For office & screen use
This identifies the file as a
only
logotype file
The file name contains all the key information
to identify the appropriate logo artwork file.
SAUDI TOURISM LOGO GREEN RGB.ai
Brand name
Color
File type
This identifies the file as a
This identifies the
.eps
Saudi Tourism file
logotype color
.ai
.png
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153. Colors
-Color management
-Color plates
-Color in context
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16Section 3 - Colors
Color management
Precise, consistent color management requires
accurate ICC (International Color Consortium)
compliant profiles of all of the color devices
For screen
(such as monitor, printer etc.) Setting up the
correct color profile ensures that the colors
you see on your monitor or in print will match
the ones detailed in this color section.
RGB: sRGB IEC2.1-61966
The color profiles shown opposite, should
always be used before applying any color.
This should be part of the document setup
CMYK: Coated FOGRA39 (ISO 2:2004-12647)
process.
If these color profiles are not used, color
reproduction will vary from communication
to the next, and brand consistency will not be
maintained.
For print
To assign a color profile in commonly used
Adobe softwares:
1.
Choose Edit > Color Settings
2. Select the color profile mentioned above
in each color space, then click OK
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17Section 3 - Colors
Color plates
Process
Process
Process
Process
Process
Process
Our color palette is an important ingredient in
C0 M50 Y100 K0
C0 M75 Y50 K0
C25 M100 Y0 K0
C64 M0 Y84 K0
C75 M20 Y100 K20
C65 M0 Y20 K0
creating brand recognition for Saudi Tourism.
RGB
RGB
RGB
RGB
RGB
RGB
R255 G131 B0
R255 G66 B76
R190 G0 B141
R81 G192 B65
R93 G137 B47
Primary
R61 G194 B194
Pantone
Pantone
Pantone
Pantone
Pantone
Pantone
colors
Our color palette contains white and grey
157 C
1787 C
233 C
361 C
555 C
637 C
Hex
Hex
Hex
Hex
Hex
Hex
along with six color sets: orange, red, purple,
#be008d
51#c041
5#d892f
3#dc2c2
blue, green and dark green.
Orange set
Red set
Purple set
Blue set
Green set
Dark green set
Each of the six color sets includes a light and
dark hue. Through consistent application, our
color palette will become an essential tool in
Process
Process
Process
Process
Process
Process
building a distinctive and recognizable brand.
C0 M75 Y100 K0
C0 M100 Y85 K20
C50 M100 Y15 K15
C88 M0 Y92 K0
C75 M20 Y100 K45
C90 M0 Y20 K0
RGB
RGB
RGB
RGB
RGB
Process
RGB
Secondary
R255 G86 B0
R190 G0 B0
R120 G0 B110
R56 G151 B65
R62 G110 B45
C75 M20 Y100 K20
R0 G154 B172
colors
Pantone
Pantone
Pantone
Pantone
Pantone
RGB
Pantone
166 C
7620 C
512 C
355 C
2409 C
R93 G137 B47
312 C
Hex
Hex
Hex
Hex
Hex
Hex
Hex
#be0000
78006#e
389741#
3#e6e2d
5#d892f
009#aac
Process
Neutral
K 70
C 0 M 0 Y 0 K 0
colors
Pantone
RGB
Cool Gray 8 C
R 255 G 255 B 255
Hex
Hex
4c4d4c
Grey
White
Visit Saudi - Brand Guidelines | …Section 3 - Colors
Color in context
The brand colors are used in the logotypes,
icons, infographics and can be used for
highlighting text and headlines.
Photography
The choice of photography should dictate
which colorway is to be used. If you have an
image which has red highlights in it, then the
red color set should be applied as shown in
Example B.
Logotype
The choice of a color set dictates the color
version of the logotype to be used across
the communication. In Example A, the blue
logotype should be used as the blue color
set has been applied. In Example B, the white
logotype is used because it’s sitting on the
red color set.
Typography
Using color for headlines brings vibrancy
and variety to the brand. Colors used in
typography should match the color set that
has been applied. If the background is filled
with color, then white should be applied as
shown in Example A.
Example A
Example B
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194. Typography
-Headline typefaces
-Body copy typefaces
-System typefaces
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20Section 4 - Typography
Headline typefaces
ك يــم خداعــة،ه لقــة أســرع.
Aa
Our primary Latin typeface is Displace 2.0.
It is a contemporary typeface with Arabic
calligraphy features that compliment the
identity. It can be used in regular, medium
and bold.
Our primary Arabic typeface is 29LT Zarid
Serif. It is a modern Arabic typeface with
geometric features while also preserving
classic Arabic calligraphy design. It can be
شـلق العنـاول الشـرقيحه. لقـة باسـتخداءا
Lorem ipsum dolor sit amet,
used in regular, medium and semi bold.
جدارســومن تنقيحــه. يمكنــك إضافــة
consectetur adipiscing elit,
Our primary typeface must be used for
headlines and big highlight copy only. It is
أكثــرات. لقــة كونــك التجميلــة للطباســت
sed do eiusmod tempor ut
not meant to be used for small body copy.
incididunt ut laboret dolore.
Typefaces are not supplied as this is a breach
of font license agreements. Displace 2.0 font
must be purchased, licensed and downloaded,
as required, from:
Displace 2.0 Regular
29LT Zarid Serif Regular
أ ب ت ث ج ح خ د ذ ر ز س ش ص
ABCDEFGHIJKLMN
https://www.myfonts.com/fonts/
deniserebryakov/displace-2/
Displace 2.0 Medium
29LT Zarid Serif Medium
ض ط ظ ع غ ف ق ك ل م ن ه و ي
OPQRSTUVXWYZ
https://www.29lt.com/fonts-catalogue/11
Displace 2.0 Bold
29LT Zarid Serif Semi bold
0123456789 (*%$! )_+]:\/؟,.
0123456789 !$%()-+:\/?,.
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21Section 4 - Typography
Body copy typefaces
Aa
Our body copy Latin typeface is Gotham, it is
a clean and modern typeface that is functional
and legible in small sizes. It can be used in
book, medium and bold.
Our body copy Arabic typeface is 29LT Zarid
Serif. It is a modern Arabic typeface with
geometric features while also preserving
classic Arabic calligraphy design. It can be
used in regular, medium and semi bold.
Our secondary typeface is used for content
sed do eiusmod tempor
other than headlines, such as; sub headings,
bodycopy and captions.
Typefaces are not supplied as this is a breach
of font license agreements. Gotham font must
be purchased, licensed and downloaded, as
Gotham Book
29LT Zarid Serif Regular
required, from:
ABCDEFGHIJKLMN
https://www.typography.com/fonts/gotham/
Gotham Medium
29LT Zarid Serif Medium
styles/gotham1
OPQRSTUVXWYZ
https://www.29lt.com/fonts-catalogue/11
Gotham Bold
29LT Zarid Serif Semi bold
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22Section 4 - Typography
System typefaces
ك يــم خداعــة،ه لقــة أســرع.
Aa
In some cases, like general office use, it will
not be technically possible to use our brand
typefaces, in this case, we recommend the use
of the system typeface Arial in regular and
bold for both Latin and Arabic scripts.
شـلق العنـاول الشـرقيحه. لقـة باسـتخداءا
Lorem ipsum dolor sit amet,
جدارســومن تنقيحــه. يمكنــك إضافــة
consectetur adipiscing elit,
أكثــرات. لقــة كونــك التجميلــة للطباســت
sed do eiusmod tempor
incididunt ut laboret dolore.
Arial Regular (Latin)
Arial Regular (Arabic)
أ ب ت ث ج ح خ د ذ ر ز س ش ص
ABCDEFGHIJKLMN
Arial Bold (Latin)
Arial Bold (Arabic)
OPQRSTUVXWYZ
ض ط ظ ع غ ف ق ك ل م ن ه و ي
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235. Visual language
-Patterns
-Colorways
-Watermarks
-Cropping
-Pattern in context
-Please avoid
-Artwork file naming
-Strokes
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24Section 5 - Visual language
Patterns
Our brand has four patterns which have
been carefully designed to represent Saudi
Arabia’s culture and are therefore solely
unique to the Kingdom.
These patterns are a key part of
our brand and should be used across all
our communications.
These patterns can be used as a graphic
background or overlayed on top of imagery.
Pattern 1
Pattern 2
Pattern 3
Pattern 4
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25Section 5 - Visual language
Colorway
Our primary color sets can be applied to our
patterns in a variety of different ways to allow
for maximum flexibility.
Each of the six colorways includes a light
and dark hue version and can sit either on
a white background or on the color sets.
supporting color.
Colorway 1
Colorway 2
Colorway 3
Colorway 4
Colorway 5
Colorway 6
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26Section 5 - Visual language
Watermark
The four patterns can also be used as
watermarks across communications that
require a more subtle graphical approach.
ways. Either as a %10 (black) sitting on a %5
(black) background, or a %10 (black) sitting
on a white background.
Pattern 1
Pattern 2
Pattern 3
Pattern 4
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27Section 5 - Visual language
Cropping
Our patterns can be applied as
a whole to fill the background as texture
or cropped onto an application.
The patterns can be mirrored
and scaled at the discretion of the designer
depending on the layout, but never
rotated or skewed.
Example A
Example B
Example C
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28Section 5 - Visual language
Pattern in context
Our patterns can be used in a variety of
the four primary ways they can be applied.
The choice of photography should dictate
which colorway is to be used (if applicable).
For instance, if you have an image which has
red tones within it, then the red colorways
should be applied.
Primary use:
A. Pattern on a colored background
overlapping photography
B. Pattern on a white background
overlapping photography
C. Pattern on a colored background
D. Pattern on a white background
Example A
Example C
Example B
Example D
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29Section 5 - Visual language
Pattern in context
Some communications require a more
subtle graphical approach. Examples E – H
demonstrate four alternative ways you
can use the patterns.
Secondary use:
E. Dark pattern (%20 opacity)
on light backrground
F. Light pattern (%20 opacity)
on dark backrground
G. Watermark – %10 (black) sitting on
a %5 (black) background
H. Watermark – %10 (black) sitting on
a white background
Example E
Example G
Example F
Example H
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30Section 5 - Visual language
Please avoid
The patterns should always be reproduced from
the master artwork provided. They should never
be altered, re-drawn, re-colored or manipulated
in any way. The examples on this page show
what to avoid when using the pattern:
1. Do not disproportionately scale
the pattern
2. Do not cover a whole image with
a pattern
3. The logo color and the pattern color
should be the same, unless on a colored
background. In that scenario, use the
1
2
3
white version of the logo
4. Do not apply a drop shadow
5. Do not mix brand colorways
6. Never use more than one pattern per page
Note:
The rules set out here apply to all variations of
our pattern suite.
4
5
6
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31Section 5 - Visual language
Artwork file naming
Shown here is our system for the pattern
Pattern
artwork file naming.
This identifies the file
File type
as a pattern file
.tif
The file name contains all the key information to
identify the appropriate pattern artwork file.
SAUDI TOURISM PATTERN 1.tif
Number
Brand name
This identifies the
This identifies the file as a
number of the pattern
Saudi Tourism file
from 1 to 10
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32Section 5 - Visual language
Strokes
The stokes should be used with
photography.
The colors should be selected from the
photograph the stroke is placed on.
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336. Photography
-Categories
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34Section 6 - Photography
Categories
Always check permissions before using imagery.
We have three main categories of
photography:
opportunities for adventure.
Locals
Photography which show locals benefiting
from the influx of tourism in the Kingdom.
Tourists
Photography which show tourists enjoying
their time in the Kingdom.
Locals
Tourists
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357. Applications
-Visitor ID cards
-Business cards
-Corporate folders
-Publication covers
-Publication spread
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36Section 7 - Applications
Visitor ID cards
VisitSaudi.com
VisitSaudi.com
VisitSaudi.com
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37Section 7 - Applications
Business cards
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38Section 7 - Applications
Publication covers
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39Section 7 - Applications
Publication spread
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408. Social Media
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41Section 7 - Applications
Social Media
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42Contact
Please contact our marketing team if you have
any queries regarding these guidelines or the
new identity in general. Artwork files of our
brand elements are available upon request.
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