AAMALY — Aamaly

Guideline pages

BRAND GUIDELINE © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 1

Structure Brand Mark Primary Brand Mark Clear Space Misuse 1 Variations Sub Brands BRAND MARK Our brand is more than our logo, name or slogan it’s the entire experience our prospects and customers have with our company, product or service. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

�� BRAND MARK �� STRUCTURE �� Structure brings restraint, �� order, rhythm, and comfort �� to a mark. Put care, time, and �� effort into the exactness of �� your drawing. There is beauty �� in the perfection of craft. It �� also establishes your playing �� field, making variation more �� noticeable. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 4

BRAND MARK BRAND MARK The AAMALY brand mark is one of the key components of its visual identity system. The correct usage of the brand mark plays an important role in the consistency and clarity of communication of the brand. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 5

BRAND MARK PRIMARY BRAND MARK The AAMALY brand mark consists of the Stratanet Symbol & an Arabic and Latin word mark. The relative sizes and positions of the elements within the brand mark are fixed. The brand mark should only be reproduced from the master artworks and should not be redrawn or altered in any way. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 6

BRAND MARK CLEAR SPACE To ensure prominence and legibility, the brand mark is always surrounded by an area of clear space. Nothing should ever encroach into this area. The construction of the clear space is based on the width of the leftmost shape. Ideally more clear space should be given when available. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 7

BRAND MARK MISUSES The way that you use the logo affects the impact of your communications and our brand image. We are still a young brand, and it is important to us that our logo is always used correctly. Please be mindful of the below �� common errors when using �� the different logo versions. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 8

BRAND MARK VARIATIONS The color AAMALY brandmark must always appear on a white background. A grayscale version has been created for applications that are not produced in full color but that will display black and white imagery. Applications of this nature could be duotone or even newspaper jobs. That the variations should not be used in advertising. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 9

BRAND MARK SUB BRANDS The AAMALY brand consists of four sub brands devided by the nature of their function by two as features and products. �� أسس مستشاري الأعمال صحيفة إلكترونية Osus Business Advisors E-Magazine �� الدخول الموحد الفاتورة الموحدة Single sign on Unified Bill © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 10

Primary Colors 2 Color Balance Tints CORPORATE COLORS Our Corporate Color is reflected in all graphic elements and should be followed on the development process of any material. These colors are the blood of the brand, treat them accordingly. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

CORPORATE COLORS PRIMARY COLORS The Primary colors represent professionalism and sophistication. Use RGB on- screen, HEX formulas for digital use. CMYK and Pantone colors are for print applications. Please note that color formula, �� are provided here and must be specified individually for �� each color. Do not use the �� automated color conversion tools in your software. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 12

�� CORPORATE COLORS �� TINT The tints can be the 5% variations from the original color. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 13

�� CORPORATE COLORS �� COLOR BALANCE �� The color balance across �� all communications is �� important in order to maintain �� a consistent visual image. �� The below chart shows the �� proportion in which the colors �� should be combined. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 14

Arabic Typeface 3 Latin Typeface Don’ts TYPOGRAPHY Our Typography is one of the characters that defines what AAMALY brand stands for. It’s aligned with our tonality and enforces our voice. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

�� TYPOGRAPHY �� ARABIC TYPEFACE SWISSRA LIGHT �� Typography is a powerful tool �� ١٢٣٤٥٦٧٨٩٠ in the AAMALY visual identity. It �� helps create recognition of the �� brand and plays a significant SWISSRA NORMAL �� role in delivering the tone of �� our communications. The �� AAMALY typeface is SWISSRA ١٢٣٤٥٦٧٨٩٠ �� This family has been chosen as �� it is a modern, legible font that SWISSRA MEDIUM �� has Arabic versions. ١٢٣٤٥٦٧٨٩٠ SWISSRA BOLD ١٢٣٤٥٦٧٨٩٠ SWISSRA HEAVY ١٢٣٤٥٦٧٨٩٠ © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 16

�� TYPOGRAPHY �� LATIN TYPEFACE Avenir Next Condensed Light abcdefghijklmnopqrstuvwxyz �� Typography is a powerful tool 1234567890 �� in the AAMALY visual identity. It �� helps create recognition of the �� brand and plays a significant �� Avenir Next Condensed Regular role in delivering the tone of �� abcdefghijklmnopqrstuvwxyz our communications. The �� 1234567890 AAMALY typeface is Avenir Next �� Condensed This family has �� been chosen as it is a modern, �� Avenir Next Condensed Medium legible font that has Latin �� versions. abcdefghijklmnopqrstuvwxyz 1234567890 Avenir Next Condensed Bold abcdefghijklmnopqrstuvwxyz 1234567890 Avenir Next Condensed Heavy abcdefghijklmnopqrstuvwxyz 1234567890 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 17

�� TYPOGRAPHY �� DONT’S �� Consider the following points �� when using the AAMALY �� typeface both in Arabic and Latin. �� 1. Do not use light for �� headlines 1. Avenir Next Condensed Regular 2. Avoid excessively wide Avenir Next Condensed Regular 2. spacing Avenir Next Condensed Regular 3. 3. Avoid excessively narrow spacing Avenir Next Condensed Regular 4. 4. Never add a stroke around a type Avenir Next Condensed Regular 5. 5. Never distort type Avenir Next Condensed Regular 6. 6. Never apply a drop shadow © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 18

Patterns 4 Pattern Applications Iconography VISUAL SYSTEM The Visual System are the key elements that build recognition of the AAMALY brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

VISUAL SYSTEM PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. The pattern here using for the mother brand AAMALY. The below rules must be followed when applying this patterns- A0 = 2.0 pt A1 = 1.5 pt A2 = 1.0 pt A3 = 0.7 pt A4 = 0.5 pt A5 = 0.25 pt © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 20

�� VISUAL SYSTEM �� PATTERNS - USAGE OPTIONS �� A pattern, apart from the term’s �� use to mean “Template”, and is �� a discernible regularity in the �� world or in a manmade design. �� As such, the elements of a �� pattern repeat in a predictable �� manner. A geometric pattern �� is a kind of pattern formed of �� geometric shapes and typically repeating like a wallpaper. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 21

VISUAL SYSTEM PATTERNS - USAGE OPTIONS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 22

VISUAL SYSTEM PATTERNS- APPLICATIONS Logo AAMALY patterns can be used Size %11 different ways which are showcased here. صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك النصوص. لى الوثائق Body text النصوص واع أن باعيديك. إنشاء الشرقيمكنك إعملفائحة لالصور التشفي Swissra-Normal 8pt أكثرات إطبع أدوات تعمل والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض أكثرات إطبع أدوات. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 23

VISUAL SYSTEM PATTERNS- APPLICATIONS Logo AAMALY patterns can be used Size %11 different ways which are showcased here. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 24

VISUAL SYSTEM PATTERNS- APPLICATIONS AAMALY patterns can be used different ways which are showcased here. Logo Size %11 صفحة جديدة صفحة جديدة Headline في عالم الأعمال Swissra-Bold 53pt في عالم الأعمال Subtitles لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك Swissra-Normal 37pt النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء Body text لإنشاء استخداول بشكل والطبعض. الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في Swissra-Normal 8pt لإنشاء استخداول بشكل والطبعض. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa aamaly.com aamaly.com Handles Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 25

VISUAL SYSTEM PATTERNS- APPLICATIONS AAMALY patterns can be used different ways which are showcased here. Logo Size %11 صفحة جديدة صفحة جديدة Headline Swissra-Bold 40pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 24pt لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك Body text النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء Swissra-Normal 8pt الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض. في لإنشاء استخداول بشكل والطبعض. @aamaly_sa @aamaly_sa @aamaly-sa @aamaly-sa Social Media aamaly.com aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 26

�� VISUAL SYSTEM �� ICONOGRAPHY �� Iconography represents a vital role in the visual identity of �� AAMALY. The following is the �� steps required to apply them. �� COLOR USAGE RATIO © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 27

VISUAL SYSTEM ICONOGRAPHY Iconography represents a vital role in the visual identity of AAMALY. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 28

VISUAL SYSTEM ICONOGRAPHY Iconography represents a vital role in the visual identity of AAMALY. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 29

Business Card Letterhead A4 Envelope 5 Folder ID card STATIONARY Our Stationary is the embassador of the brand. The stationary is what people receive and build thier opinions about the brand on them. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

�� STATIONARY �� BUSINESS CARD �� Stationary plays an important �� role in maintaining a positive �� Front and professional image of �� our organization. This section �� محمد سايف الخشيل Name and title explains how to use the basic Arabic �� Logo Swissra-Bold 14pt مدير عام مشاريع التقنية Swissra-Normal 10pt Size %33 elements within the context of �� Eng. Mohammed Al-Khushail Name and title English Vice Chairman Avenir Next-Bold 14pt AAMALY stationery. Avenir Next-Normal 10pt �� Contact 00966 5555655555 Information info@aamaly.com Document dimensions: 00966 11 1111 111 �� 00966 11 9999 999 • 90 mm x 50 mm �� Note: Back Back �� • Shown 150% of actual size �� KINGDOM OF SAUDI ARABIA KINGDOM OF SAUDI ARABIA Address �� P. O. BOX 55555, RIYADH 888888 P. O. BOX 55555, RIYADH 888888 • All dimensions shown are in millimetres. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa aamaly.com aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 31

�� STATIONARY �� LETTER HEAD �� Logo Stationary plays an important �� role in maintaining a positive �� and professional image of �� our organization. This section �� explains how to use the basic �� elements within the context of �� AAMALY stationery. �� Document dimensions: �� • A4 210 mm x 297 mm Social Media @aamaly_sa 00966 5555655555 00966 11 1111 111 KINGDOM OF SAUDI ARABIA @aamaly-sa Handles P. O. BOX 55555, RIYADH 888888 info@aamaly.com 00966 11 9999 999 aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 32

�� STATIONARY �� A4 ENVELOPE �� Stationary plays an important �� role in maintaining a positive �� and professional image of �� our organization. This section �� explains how to use the basic �� elements within the context of �� AAMALY stationery. �� Document dimensions: �� • 230 mm x 325 mm KINGDOM OF SAUDI ARABIA P. O. BOX 55555, RIYADH 888888 00966 5555655555 info@aamaly.com @aamaly_sa 00966 11 1111 111 @aamaly-sa 00966 11 9999 999 aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 33

�� STATIONARY �� FOLDER �� Stationary plays an important �� role in maintaining a positive �� and professional image of �� our organization. This section �� explains how to use the basic �� elements within the context of �� AAMALY stationery. �� Document dimensions: �� • 460 mm x 310 mm @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 34

�� STATIONARY �� ID CARD �� Stationery plays an important �� role in maintaining a positive �� and professional image of �� our organization. This section �� explains how to use the basic �� elements within the context of �� AAMALY stationery. �� Document dimensions: �� • 54 mm x 86 mm محمد سايف الخشيل مدير عام مشاريع التقنية Eng. Mohammed Al-Khushail Vice Chairman @aamaly_sa 00966 5555655555 @aamaly_sa @aamaly-sa info@aamaly.com @aamaly-sa aamaly.com aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 35

6 What we photograph Color treatment PHOTOGRAPHY Our Photography Style is the tool we reflect the everyday’s life moment with. They are a literal reflection of how we want to look. NOTE: All images used within the guidelines are reference only They are only indicative of the photographic style we wish to establish. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

�� PHOTOGRAPHY �� WHAT WE PHOTOGRAPH �� Believing that photos are the �� eye capturing tool for the �� people and is the first thing �� that capture their attention. �� We focus on showing the �� finest details of our business �� to tighten the bond with the �� viewer. �� Image variations �� 1. Special case imagery �� 2. Lifestyle imagery �� 3. Non lifestyle imagery 4. Finance/Business concepts *Black and white picture can be used as a second option �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 37

PHOTOGRAPHY �� 01 02 COLOR TREATMENT Color treatments shoul be made for the photographs using the AAMALY Primary color without losing the originality of the image. *Black and white picture can �� 03 04 be used as a second option © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 38

Print AD Size Grid Logo tag Imagery/Visual Copy Social Media/Other logo Finished Layout 7 Rollups Popups ADVERTISING Our Advertising is how the communication awareness efforts will go through to reach our audience. An important tool with a significant role. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

ADVERTISING PRINT AD Creating a print AD Logo Our Advertising is how the Size %11 communication awareness efforts will go through to reach our audience. An important صفحة جديدة صفحة جديدة tool with a significant role. Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 40

ADVERTISING PRINT AD AD size The example advertisement in this chapter is 210mm x 297mm. • Establish the AD size © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 41

ADVERTISING PRINT AD Applying the 10 x 10 grid The 10x10 grid provides a framework for the layout of all advertisements. • Establish the AD size • Apply 10 x 10 Grid © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 42

ADVERTISING PRINT AD Applying the AAMALY logo The logo indicates that this is an AAMALY advertisement. • Establish the AD size • Apply 10 x 10 Grid • Size and place logo © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 43

ADVERTISING PRINT AD Adding imagery/AAMALY visual system Logo Size %11 We have used a photograph (as per AAMALY photography style) and AAMALY visual system in this examples of advertisement. • Establish the AD size • Apply 10 x 10 Grid • Size and place logo • Insert imagery/visua system -60% of the artwork size. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 44

ADVERTISING PRINT AD Adding copy Logo Here we insert the headline, Size %11 sub-heading and body copy. • Establish the AD size • Apply 10 x 10 Grid • Size and place logo • Insert imagery/visua system -60% of the artwork size. • Apply text @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 45

ADVERTISING PRINT AD Social Media handles Logo Here we place social media Size %11 icon sets. • Establish the AD size صفحة جديدة صفحة جديدة • Apply 10 x 10 Grid Headline Swissra-Bold 53pt • Size and place logo في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt • Insert imagery/visua system -60% of the تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action artwork size. • Apply text • Apply social media icons @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 46

ADVERTISING PRINT AD The finished layout Logo This is a completed Size %11 advertisement. All guides must be removed before printing. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 47

ADVERTISING ROLL UP In these Adobe Illustrator Logo Size %12 templates there are different sizes. Before using the template صفحة جديدة please download the fonts, and don’t forget to remove the في عالم الأعمال grid before you print or publish صفحة جديدة the design. Headline Swissra-Bold 36pt في عالم الأعمال Document dimensions: Subtitles Swissra-Normal 23pt • 85 cm x 200 cm @aamaly_sa @aamaly-sa aamaly.com Social Media Handles @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 48

ADVERTISING POP UP 1 In these Adobe Illustrator templates there are different Logo sizes. Size %12 Before using the template صفحة جديدة please download the fonts, Headline and don’t forget to remove the Swissra-Bold 71pt grid before you print or publish في عالم الأعمال the design. This is indicated on Subtitles Swissra-Normal 39pt the Specifications layer. Document dimensions: • 400 cm x 300 cm @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 49

ADVERTISING POP UP 2 In these Adobe Illustrator templates there are different Logo sizes. Size %12 Before using the template please download the fonts, and don’t forget to remove the صفحة جديدة grid before you print or publish the design. This is indicated on Headline Swissra-Bold 71pt the Specifications layer. في عالم الأعمال Document dimensions: Subtitles Swissra-Normal 39pt • 400 cm x 300 cm @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 50

Twitter Instagram Youtube Linkedin E-mail Signature 8 EDM Wallpaper DIGITAL Digital as the big player of our time is another main tool we use to communicate our brand to others. Did we say big? we meant the biggest, put this in mind. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

DIGITAL TWITTER Organic posts without THIQAH’s logo and social media handles. Logo Size %18 صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي Call to action aamaly.sa © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 52

DIGITAL TWITTER Campaigns THIQAH’s logo and social media handles should be included. Logo Size %18 صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي Call to action aamaly.sa @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 53

DIGITAL TWITTER Organic posts عنوان فرعي مساند without THIQAH’s logo and ايبسوم لوريم, دولار سيت أميت social media handles. كونسيكتيتور أدايبا AAMALY | @aamaly.sa AAMALY | @aamaly.sa .10h AAMALY | @aamaly.sa .22h aamaly.sa صفحة جديدة في عالم الأعمال تعرف على منصة أعمالي aamaly.sa © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 54

DIGITAL TWITTER Campaigns عنوان فرعي مساند THIQAH’s logo and social ايبسوم لوريم, دولار سيت أميت media handles should be كونسيكتيتور أدايبا included. AAMALY | @aamaly.sa AAMALY | @aamaly.sa .10h AAMALY | @aamaly.sa .22h aamaly.sa صفحة جديدة في عالم الأعمال تعرف على منصة أعمالي aamaly.sa @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 55

DIGITAL INSTAGRAM Organic posts without THIQAH’s logo and social media handles. Logo Size %18 صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 56

DIGITAL INSTAGRAM Campaigns THIQAH’s logo and social media handles should be Logo included. Size %18 صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 57

DIGITAL INSTAGRAM AAMALY AAMALY صفحة جديدة صفحة جديدة في عالم الأعمال في عالم الأعمال @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 58

DIGITAL YOUTUBE عنوان فرعي مساند لوريم ايبسوم دولار سيت أميت, كونسيكتيتور أدايبا عنوان فرعي مساند لوريم ايبسوم دولار سيت أميت, كونسيكتيتور أدايبا © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 59

DIGITAL LINKEDIN The standard Lorem Ipsum passage Saudi General Authority of Foreign Trade Learn abot our company and culture. How you’re Connected 21 AAMALY Second-degree connections 5 Days 251 Employees on Linkedin Learn more  Careers AAMALY Learn about our company and culture. 2 jobs posted صفحة جديدة في عالم الأعمال Resent Update @aamaly_sa @aamaly-sa aamaly.com Experts share their advice AAMALY about the best way to prevent... 5 Days See more © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 60

DIGITAL E-MAIL SIGNATURE علياء الصالح Tel: +966 11 000 000 Ext: 0000 Mobile: +966 000 000 0000 مدير إدارة التسويق Email: sbarrak@TIQAN.sa Alya Alsaleh Marketing Manager © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 61

�� DIGITAL �� EDM صفحة جديدة في عالم الأعمال Daily Annoncement الإعلان: اليومي / الشهر / السنة اليومYEAR/MONTH/DAY Lorem ipsum dolor sit amet, لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك النصوص. لى الوثائق النصوص واع أن consectetuer adipiscing elit, sed diam باعيديك. إنشاء لشرقيمكنك إعملفائحة لالصور nonummy nibh euismod tincidunt ut تشفي أكثرات إطبع أدوات تعمل والبر المتدرج laoreet dolore magna aliquam erat الفعالط باستوى الفات تنان في لإنشاء استخداول volutpat. Ut wisi enim ad minim. بشكل والطبعض. Sed diam nonummy nibh euismod لى الوثائق النصوص واع أن تراجهة باعيديك tincidunt ut laoreet dolore الشرقيمكنك إعملفائحة لالصور التشفي أكثرات. @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 62

DIGITAL WEBSITE Website page template showcasing the perfect usage of AAMALY Business Advisors brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 63

DIGITAL APPLICATION APPLICATION Application page template showcasing the perfect usage of AAMALY Business Advisors brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 64

DIGITAL WALLPAPER Can be done simple motion graphics using the AAMALY logo shapes in AAMALY colors. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 65

Print Ads Didital 9 Rollup Popups CO-BRANDING Our Co-Branding sets the roles of our interactions with our partners. How we should look together and how to make Etimad rise and shine in the face of competition. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

CO-BRANDING PRODUCT 4 PRINT ADS 7 The style can be minimized and remove. some parts, as it is used freely to fit in with other logos 6 5 *The style is adjustable in design to fit because it is built on flexibility Minimum Maximum 7 squares x 6 squares = %42 5 squares x 4 squares = %20 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 67

CO-BRANDING PRODUCT PRINT ADS AAMALY logo to be placed in the top right corner of the Logo Size %11 post as in the print AD layout LOGO LOGO when collaborating with an independent product entity or initiative. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال The product logo is in the Subtitles Swissra-Normal 37pt middle and just below the لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء level of business advisors logo تعرف على منصة أعمالي الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في aamaly.sa Call to action لإنشاء استخداول بشكل والطبعض. and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 68

CO-BRANDING PRODUCT DIGITAL AAMALY logo to be placed in the top right corner of the post as in the print ad layoyt. Other partner logo to be placed in the top right near the AAMALY Logo Size %18 logo and the social media LOGO handles on the bottom right صفحة جديدة and AAMALY logo on the Headline bottom left corner. Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي aamaly.sa Call to action @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 69

CO-BRANDING PRODUCT ROLLUP AAMALY logo to be placed Logo in the top right corner of the Size %12 post as in the print ad layout LOGO LOGO when collaborating with an independent product entity صفحة جديدة or initiative. في عالم الأعمال صفحة جديدة The Product logo to be placed in the center and THIQAH logo في عالم الأعمال to be placed on the top left the social media handles on the bottom center. Headline @aamaly_sa @aamaly-sa aamaly.com Swissra-Bold 36pt Subtitles Swissra-Normal 23pt Social Media Handles @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 70

CO-BRANDING PRODUCT POPUP 1 AAMALY logo to be placed in the top right corner of the Logo post as in the print ad layout Size %12 when collaborating with an LOGO independent product entity or initiative. صفحة جديدة Headline Swissra-Bold 71pt The Product logo to be placed في عالم الأعمال in the center and THIQAH logo Subtitles Swissra-Normal 39pt to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 71

CO-BRANDING PRODUCT POPUP 2 AAMALY logo to be placed in the top right corner of the Logo post as in the print ad layout Size %12 when collaborating with an LOGO independent product entity or initiative. صفحة جديدة The Product logo to be placed Headline Swissra-Bold 71pt in the center and THIQAH logo في عالم الأعمال to be placed on the top left the Subtitles social media handles on the Swissra-Normal 39pt bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 72

CO-BRANDING ENTITY AND PRODUCT PRINT ADS AAMALY logo to be placed in the top right corner of the Logo Size %11 post as in the print AD layout when collaborating with an independent product entity or initiative. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال The product logo is in the Subtitles Swissra-Normal 37pt middle and just below the لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء تعرف على منصة أعمالي level of business advisors logo الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في aamaly.sa Call to action لإنشاء استخداول بشكل والطبعض. and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 73

CO-BRANDING ENTITY AND PRODUCT DIGITAL AAMALY logo to be placed in the top right corner of the post as in the print ad layoyt. Other partner logo to be placed in the top right near the AAMALY Logo Size %18 logo and the social media handles on the bottom right صفحة جديدة and AAMALY logo on the Headline bottom left corner. Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي aamaly.sa Call to action @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 74

CO-BRANDING ENTITY AND PRODUCT ROLLUP AAMALY logo to be placed Logo in the top right corner of the Size %12 post as in the print ad layout when collaborating with an independent product entity or initiative. صفحة جديدة صفحة جديدة في عالم الأعمال The Product logo to be placed Headline Swissra-Bold 36pt in the center and THIQAH logo في عالم الأعمال Subtitles Swissra-Normal 23pt to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles @aamaly_sa @aamaly-sa aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 75

CO-BRANDING ENTITY AND PRODUCT POPUP 1 AAMALY logo to be placed in the top right corner of the Logo post as in the print ad layout Size %12 when collaborating with an independent product entity or initiative. صفحة جديدة Headline Swissra-Bold 71pt The Product logo to be placed في عالم الأعمال in the center and THIQAH logo Subtitles Swissra-Normal 39pt to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 76

CO-BRANDING ENTITY AND PRODUCT POPUP 2 AAMALY logo to be placed in the top right corner of the Logo post as in the print ad layout Size %12 when collaborating with an independent product entity or initiative. صفحة جديدة The Product logo to be placed Headline Swissra-Bold 71pt in the center and THIQAH logo في عالم الأعمال to be placed on the top left the Subtitles social media handles on the Swissra-Normal 39pt bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 77

10 Signage Interiors OFFICE BRANDING All the AAMALY office branding should follow the AAMALY brand guidelines. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

OFFICE BRANDING SIGNAGE AAMALY building signage should be in the specifications of the AAMALY brand mark. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 79

OFFICE BRANDING INTERIORS AAMALY office interiors should be based on the the AAMALY brand mark/color themes/ visual systems and patterns. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 80

OFFICE BRANDING INTERIORS AAMALY office interiors should be based on the the AAMALY brand mark/color themes/ visual systems and patterns. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 81

OFFICE BRANDING INTERIORS AAMALY office interiors should be based on the the AAMALY brand mark/color themes/ visual systems and patterns. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 82

SINGLE SIGN ON SINGLE SIGN ON LOGIN PAGE Login page template showcasing the perfect usage of AAMALY Single sign on. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 83

SINGLE SIGN ON APP LOGIN PAGE App login page template showcasing the perfect usage of AAMALY Single sign on. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 84

UNIFIED BILL LOGIN PAGE login page template showcasing the perfect usage of AAMALY Unified Login. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 85

UNIFIED BILL APP LOGIN PAGE App login page template showcasing the perfect usage of AAMALY Unified Login. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 86

11 AAMALY Products • Business Advisors 88 • E-Magazine 121 • Osus 153 SUB BRANDS • Ufoq 186 مستشاري الأعمال صحيفة إلكترونية أسس E-Magazine Business Advisors Osus Sub-Brands that augment and connect to the master brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

Brand Mark Structure Variations Misuses Corporate Colors Visual System Pattern Applications Iconography Advertising Template Digital Co-Branding Stationary BUSINESS ADVISORS © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

BUSINESS ADVISORS BRAND MARK The AAMALY Business Advisors brand mark is one of the key components of its visual identity system. The correct usage of the brand mark plays an important role in the consistency and clarity of communication of the brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 89

BUSINESS ADVISORS CLEAR SPACE Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more noticeable. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 90

BUSINESS ADVISORS VARIATIONS The color of AAMALY Business Advisors brandmark must always appear on a white background. A grayscale version has been created for applications that are not produced in full color but that مستشاري الأعمال مستشاري الأعمال will display black and white Business Advisors Business Advisors imagery. Applications of this nature could be duotone or even newspaper jobs. The variations should not be used in advertising. مستشاري الأعمال مستشاري الأعمال Business Advisors Business Advisors © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 91

BUSINESS ADVISORS MISUSES The way that you use the logo affects the impact of your communications and our brand image. We are still a young brand, and it مستشاري األعمال is important to us that our مستشاري الأعمال مستشاري الأعمال Business Advisors Business Advisors Business Advisors logo is always used correctly. Please be mindful of the below �� common errors when using �� the different logo versions. مستشاري الأعمال مستشاري الأعمال مستشاري الأعمال مستشاري الأعمال Business Advisors Business Advisors Business Advisors Business Advisors �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 92

BUSINESS ADVISORS CORPORATE COLORS PRIMARY COLORS #333333 �� The Primary Colors represent professionalism and sophistication. #004D71 �� Use RGB on screen, HEX formulas for digital use. CMYK and Pantone #00AFAA �� colors are for print applications. Please note that color formula, are #b1b1b1 �� provided here and must be specified individually for each color. Do not use the automated color conversion #004D71 tools in your software. #004D71 #00AFAA #b1b1b1 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 93

BUSINESS ADVISORS CORPORATE COLORS SECONADRY COLORS #007297 �� The Secondary complement the main colors and give the #4ac1e0 �� brand more diversity and flexibility. #6CCA98 �� TINT #e08433 The tints can be the 5% �� variations from the original color. #007297 #4ac1e0 #6CCA98 #e08433 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 94

BUSINESS ADVISORS COLOR BALANCE The color balance across all communications is important in order to maintain a consistent visual image. The below chart shows the proportion in which the colors should be combined. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 95

BUSINESS ADVISORS VISUAL SYSTEM PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Use Gray is the main color with a 75% transparency. The pattern showed here should be used for the sub brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 96

BUSINESS ADVISORS VISUAL SYSTEM PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. The pattern showed here should be used for the sub brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 98

BUSINESS ADVISORS �� 01 02 PHOTOGRAPHY COLOR TREATMENT Color treatments shoul be made for the photographs using the primary color of AAMALY which is without losing the originality of the image. *Black and white picture can be used as a second option �� 03 04 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 99

BUSINESS ADVISORS VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement Size %11 template showcasing the perfect usage of AAMALY Business Advisors patterns. صفحة جديدة Use Gray is the main color with a 75% transparency. Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt إعمل بإنتاجهة مؤثراجية لقة. بشكل الحد المل يمكنك النصوص Body text Swissra-Normal 8pt لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك إعملفائحة لالصور التشفي أكثرات إطبع أدوات تعمل والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض أكثرات إطبع أدوات. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 100

BUSINESS ADVISORS VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement مستشاري الأعمال مستشاري الأعمال Size %11 Business Advisors Business Advisors template showcasing the perfect usage of AAMALY Business Advisors patterns. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 101

BUSINESS ADVISORS VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement مستشاري الأعمال Size %11 Business Advisors template showcasing the perfect usage of AAMALY Business Advisors patterns. صفحة جديدة Headline Swissra-Bold 53pt مستشاري الأعمال في عالم الأعمال Logo Business Advisors Size %15.75 Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي aamaly.sa Call to action صفحة جديدة Headline Swissra-Bold 30pt في عالم الأعمال Subtitles Swissra-Normal 18pt Body text لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك Swissra-Normal 7pt النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 102

BUSINESS ADVISORS ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Business Advisors. �� AAMALY Business Advisors �� color balancing should follow �� when using these icons. COLOR USAGE RATIO © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 103

BUSINESS ADVISORS ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Business Advisors. AAMALY Business Advisors color balancing should follow when using these icons. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 104

BUSINESS ADVISORS AD TEMPLATES A typical advertisement Logo template showcasing the Size %11 perfect usage of AAMALY Business Advisors brand assets. صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي Call to action aamaly.sa @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 106

BUSINESS ADVISORS DIGITAL A typical digital post template showcasing the perfect usage of AAMALY Business Advisors brand assets. Logo مستشاري الأعمال Size %18 Business Advisors صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي aamaly.sa Call to action @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 107

BUSINESS ADVISORS DIGITAL WEBSITE Website page template showcasing the perfect usage of AAMALY Business Advisors brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 108

BUSINESS ADVISORS DIGITAL APPLICATION Application page template showcasing the perfect usage of AAMALY Business Advisors brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 109

BUSINESS ADVISORS 4 CO BRANDING 4.5 ADVERTISING The style can be minimized and remove. some parts, as it is used freely to fit in with 5 6.5 other logos *The style is adjustable in design to fit because it is built on flexibility Minimum Maximum 6.5 squares x 4.5 squares = %29.25 4 squares x 5 squares = %20 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 110

BUSINESS ADVISORS CO BRANDING PRODUCT Logo ADVERTISING Size %11 LOGO LOGO AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print AD layout صفحة جديدة صفحة جديدة Headline when collaborating with an Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال independent product entity or Subtitles Swissra-Normal 37pt initiative. تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action The product logo is in the middle and just below the level of business advisors logo and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 111

BUSINESS ADVISORS CO BRANDING PRODUCT Logo مستشاري الأعمال مستشاري الأعمال مستشاري الأعمال Size %12 Business Advisors Business Advisors Business Advisors ROLLUP LOGO LOGO LOGO AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print ad layout when collaborating صفحة جديدة صفحة جديدة Headline with an independent product Swissra-Bold 36pt في عالم الأعمال في عالم الأعمال entity or initiative. Subtitles Swissra-Normal 23pt صفحة جديدة The Product logo to be placed في عالم الأعمال in the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly_sa @aamaly-sa @aamaly-sa aamaly.com aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 112

BUSINESS ADVISORS CO BRANDING PRODUCT POPUP 1 Logo مستشاري الأعمال Size %12 Business Advisors AAMALY Business Advisors logo to be placed in the top right LOGO corner of the post as in the print صفحة جديدة ad layout when collaborating with an independent product entity or initiative. Headline Swissra-Bold 71pt في عالم الأعمال The Product logo to be placed in Subtitles Swissra-Normal 39pt the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. Social Media @aamaly_sa @aamaly-sa aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 113

BUSINESS ADVISORS CO BRANDING PRODUCT POPUP 2 Logo مستشاري الأعمال Size %12 Business Advisors AAMALY Business Advisors logo to be placed in the top right LOGO corner of the post as in the print ad layout when collaborating with an independent product entity or initiative. صفحة جديدة The Product logo to be placed in Headline the center and THIQAH logo to be Swissra-Bold 71pt في عالم الأعمال placed on the top left the social media handles on the Subtitles Swissra-Normal 39pt bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 114

BUSINESS ADVISORS CO BRANDING ENTITY AND PRODUCT Logo مستشاري الأعمال مستشاري الأعمال Size %11 ADVERTISING Business Advisors Business Advisors AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print AD layout When صفحة جديدة صفحة جديدة collaborating with a product that Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال is owned by an entity Subtitles Swissra-Normal 37pt The product logo is in the middle تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action and just below the level of business advisors logo and THIQAH logo to be placed on the bottom left and entity logo beside THIQAH logo with fit line and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 115

BUSINESS ADVISORS CO BRANDING ENTITY AND PRODUCT Logo مستشاري الأعمال مستشاري الأعمال مستشاري الأعمال Size %12 Business Advisors Business Advisors Business Advisors ROLLUP AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print ad layout When collaborating with a product صفحة جديدة صفحة جديدة Headline that is owned by an entity Swissra-Bold 36pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 23pt The Product logo to be placed in the صفحة جديدة center and THIQAH logo to be placed في عالم الأعمال on the top left and entity logo beside THIQAH logo with fit line the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly_sa @aamaly-sa @aamaly-sa aamaly.com aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 116

BUSINESS ADVISORS CO BRANDING ENTITY AND PRODUCT POPUP 1 Logo مستشاري الأعمال Size %12 Business Advisors AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print صفحة جديدة ad layout When collaborating with a product that is owned Headline by an entity Product logo to be Swissra-Bold 71pt placed in the center and THIQAH في عالم الأعمال logo to be placed on the top left Subtitles Swissra-Normal 39pt and entity logo beside THIQAH logo with fit line the social media handles on the bottom center. Social Media @aamaly_sa @aamaly-sa aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 117

BUSINESS ADVISORS CO BRANDING ENTITY AND PRODUCT POPUP 2 Logo مستشاري الأعمال Size %12 Business Advisors AAMALY Business Advisors logo to be placed in the top right corner of the post as in the print ad layout When collaborating with a product that is owned by an entity Product logo to be صفحة جديدة placed in the center and THIQAH logo to be placed on the top left Headline Swissra-Bold 71pt and entity logo beside THIQAH في عالم الأعمال logo with fit line the social media Subtitles handles on the bottom center. Swissra-Normal 39pt @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 118

BUSINESS ADVISORS STATIONARY BUSINESS CARDS Stationary plays an important Front role in maintaining a positive and professional image of محمد سايف الخشيل Name and title Arabic our organization. This section Logo Swissra-Bold 14pt مدير عام مشاريع التقنية مستشاري الأعمال Swissra-Normal 10pt Size %33 Business Advisors Eng. Mohammed Al-Khushail explains how to use the basic Name and title English Vice Chairman Avenir Next-Bold 14pt Avenir Next-Normal 10pt elements within the context Contact 00966 5555655555 Information info@aamaly.com of AAMALY Business Advisors 00966 11 1111 111 00966 11 9999 999 stationery. Document dimensions: Back Back • 90 mm x 50 mm KINGDOM OF SAUDI ARABIA KINGDOM OF SAUDI ARABIA Address Note: P. O. BOX 55555, RIYADH 888888 P. O. BOX 55555, RIYADH 888888 • Shown 150% of actual size • All dimensions shown are in millimetres. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa aamaly.com aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 119

BUSINESS ADVISORS STATIONARY A4 LETTER HEAD Logo مستشاري الأعمال Business Advisors Size %6 Stationary plays an important role in maintaining a positive and professional image of our organization. This section explains how to use the basic elements within the context of AAMALY Business Advisors stationery. Document dimensions: • A4 210 mm x 297 mm Social Media @aamaly_sa 00966 5555655555 00966 11 1111 111 KINGDOM OF SAUDI ARABIA @aamaly-sa Handles P. O. BOX 55555, RIYADH 888888 info@aamaly.com 00966 11 9999 999 aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 120

Brand Mark Structure Variations Misuses Corporate Colors Visual System Pattern Applications Iconography Advertising Template Digital Co-Branding Stationary E-MAGAZINE

E-MAGAZINE BRAND MARK The AAMALY E-Magazine brand mark is one of the key components of its visual identity system. The correct usage of the brand mark plays an important role in the consistency and clarity of communication of the brand. صحيفة إلكترونية E-Magazine © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 122

E-MAGAZINE STRUCTURE Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more noticeable. صحيفة إلكترونية E-Magazine �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 123

E-MAGAZINE VARIATIONS The color of AAMALY E-Magazine brandmark must always appear on a white background. A grayscale version has been created for applications that are not produced in full color but that will display black and white صحيفة إلكترونية صحيفة إلكترونية imagery. Applications of this E-Magazine E-Magazine nature could be duotone or even newspaper jobs. The variations should not be used in advertising. صحيفة إلكترونية صحيفة إلكترونية E-Magazine E-Magazine © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 124

E-MAGAZINE MISUSES The way that you use the logo affects the impact of your communications and our brand image. We are still a young brand, and it is important to us that our صحيفة إلكترونية صحيفة إلكترونية صحيفة إلكترونية E-Magazine E-Magazine logo is always used correctly. E-Magazine Please be mindful of the below �� common errors when using �� the different logo versions. صحيفة إلكترونية صحيفة إلكترونية صحيفة إلكترونية صحيفة إلكترونية E-Magazine E-Magazine E-Magazine E-Magazine �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 125

E-MAGAZINE CORPORATE COLORS PRIMARY COLORS The Primary Colors represent professionalism and sophistication. Use RGB on- screen, HEX formulas for digital use. CMYK and Pantone colors are for print applications. �� Please note that color formula, �� are provided here and must be specified individually for �� each color. Do not use the automated color conversion �� tools in your software. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 126

E-MAGAZINE CORPORATE COLORS SECONADRY COLORS The Secondary complement the main colors and give the brand more diversity and flexibility. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 127

E-MAGAZINE CORPORATE COLORS COLOR BALANCE The color balance across all communications is important in order to maintain a consistent visual image. The below chart shows the proportion in which the colors should be combined. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 128

E-MAGAZINE VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. The pattern showed here using for the sub brand AAMALY E-Magazine. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 129

E-MAGAZINE VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement Size 11%صحيفة إلكترونية صحيفة إلكترونية E-Magazine E-Magazine template showcasing the perfect usage of AAMALY E-Magazine patterns. صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt Body text إعمل بإنتاجهة مؤثراجية لقة. بشكل الحد المل يمكنك النصوص Swissra-Normal 8pt لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك إعملفائحة لالصور التشفي أكثرات إطبع أدوات تعمل والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض أكثرات إطبع أدوات. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 132

E-MAGAZINE VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement صحيفة إلكترونية صحيفة إلكترونية Size %11 E-Magazine E-Magazine template showcasing the perfect usage of AAMALY E-Magazine patterns. صفحة جديدة صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 133

E-MAGAZINE VISUAL SYSTEMS/ PATTERNS Logo A typical advertisement صحيفة إلكترونية Size %11 E-Magazine template showcasing the perfect usage of AAMALY E-Magazine patterns. صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال Logo Size %15.75 Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي صفحة جديدة aamaly.sa Call to action Headline في عالم الأعمال Swissra-Bold 30pt Subtitles Swissra-Normal 18pt لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك Body text النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في Swissra-Normal 7pt لإنشاء استخداول بشكل والطبعض. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 134

E-MAGAZINE ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY E-MAGAZINE �� color balancing should follow �� when using these icons. �� COLOR USAGE RATIO © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 135

E-MAGAZINE ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY E-Magazine. AAMALY E-Magazine color balancing should follow when using these icons. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 136

E-MAGAZINE AD TEMPLATES A typical advertisement template showcasing the Logo صحيفة إلكترونية Size %11 E-Magazine perfect usage of AAMALY E-Magazine brand assets. صفحة جديدة Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي Call to action aamaly.sa @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 138

E-MAGAZINE DIGITAL A typical digital post template showcasing the perfect usage of AAMALY E-Magazine brand assets. صحيفة إلكترونية Logo E-Magazine Size %18 صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي Call to action aamaly.sa @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 139

E-MAGAZINE DIGITAL WEBSITE Website page template showcasing the perfect usage of AAMALY E-MAGAZINE brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 140

E-MAGAZINE DIGITAL APPLICATION Application page template showcasing the perfect usage of AAMALY E-MAGAZINE brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 141

E-MAGAZINE 4 CO BRANDING 6 PRODUCT ADVERTISING The style can be minimized and remove. some parts, as 5 5 it is used freely to fit in with other logos *The style is adjustable in design to fit because it is built on flexibility Minimum Maximum 6.5 squares x 4.5 squares = %30 4 squares x 5 squares = %20 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 142

E-MAGAZINE CO BRANDING PRODUCT Logo صحيفة إلكترونية صحيفة إلكترونية ADVERTISING Size %11 E-Magazine E-Magazine LOGO LOGO AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print AD layout صفحة جديدة صفحة جديدة Headline when collaborating with an Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال independent product entity or Subtitles Swissra-Normal 37pt initiative. تعرف على منصة أعمالي تعرف على منصة أعمالي The product logo is in the aamaly.sa aamaly.sa Call to action middle and just below the level of business advisors logo and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 143

E-MAGAZINE CO BRANDING PRODUCT Logo صحيفة إلكترونية صحيفة إلكترونية صحيفة إلكترونية Size %12 E-Magazine E-Magazine E-Magazine ROLLUP LOGO LOGO LOGO AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print صفحة جديدة صفحة جديدة ad layout when collaborating في عالم الأعمال في عالم الأعمال with an independent product Headline entity or initiative. Swissra-Bold 36pt صفحة جديدة Subtitles Swissra-Normal 23pt The Product logo to be placed in في عالم الأعمال the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 144

E-MAGAZINE CO BRANDING PRODUCT POPUP 1 Logo صحيفة إلكترونية Size %12 E-Magazine AAMALY E-MAGAZINE logo to be placed in the top right LOGO corner of the post as in the print صفحة جديدة ad layout when collaborating with an independent product entity or initiative. Headline في عالم الأعمال Swissra-Bold 71pt The Product logo to be placed in Subtitles Swissra-Normal 39pt the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 145

E-MAGAZINE CO BRANDING PRODUCT POPUP 2 Logo صحيفة إلكترونية Size %12 E-Magazine AAMALY E-MAGAZINE logo to be placed in the top right LOGO corner of the post as in the print ad layout when collaborating صفحة جديدة with an independent product entity or initiative. Headline Swissra-Bold 71pt في عالم الأعمال The Product logo to be placed in Subtitles the center and THIQAH logo to be Swissra-Normal 39pt placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 146

E-MAGAZINE CO BRANDING ENTITY AND PRODUCT Logo صحيفة إلكترونية صحيفة إلكترونية ADVERTISING Size %11 E-Magazine E-Magazine AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print AD layout صفحة جديدة صفحة جديدة Headline when collaborating with an Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال independent product entity or Subtitles Swissra-Normal 37pt initiative. تعرف على منصة أعمالي تعرف على منصة أعمالي The product logo is in the aamaly.sa aamaly.sa Call to action middle and just below the level of business advisors logo and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 147

E-MAGAZINE CO BRANDING ENTITY AND PRODUCT Logo صحيفة إلكترونية صحيفة إلكترونية صحيفة إلكترونية Size %12 E-Magazine E-Magazine E-Magazine ROLLUP AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print صفحة جديدة صفحة جديدة ad layout when collaborating في عالم الأعمال في عالم الأعمال with an independent product Headline entity or initiative. Swissra-Bold 36pt صفحة جديدة Subtitles Swissra-Normal 23pt The Product logo to be placed in في عالم الأعمال the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 148

E-MAGAZINE CO BRANDING ENTITY AND PRODUCT POPUP 1 Logo صحيفة إلكترونية Size %12 E-Magazine AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print صفحة جديدة ad layout when collaborating with an independent product entity or initiative. Headline في عالم الأعمال Swissra-Bold 71pt The Product logo to be placed in Subtitles Swissra-Normal 39pt the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 149

E-MAGAZINE CO BRANDING ENTITY AND PRODUCT POPUP 2 Logo صحيفة إلكترونية Size %12 E-Magazine AAMALY E-MAGAZINE logo to be placed in the top right corner of the post as in the print ad layout when collaborating صفحة جديدة with an independent product entity or initiative. Headline Swissra-Bold 71pt في عالم الأعمال The Product logo to be placed in Subtitles the center and THIQAH logo to be Swissra-Normal 39pt placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 150

E-MAGAZINE BUSINESS CARDS Stationary plays an important role in maintaining a positive Front and professional image of our organization. This section محمد سايف الخشيل explains how to use the basic Name and title Arabic Logo Swissra-Bold 14pt مدير عام مشاريع التقنية صحيفة إلكترونية Swissra-Normal 10pt Size %33 elements within the context of E-Magazine Eng. Mohammed Al-Khushail Name and title English Vice Chairman AAMALY E-Magazine stationery. Avenir Next-Bold 14pt Avenir Next-Normal 10pt Contact 00966 5555655555 Information info@aamaly.com Document dimensions: 00966 11 1111 111 00966 11 9999 999 • 90 mm x 50 mm Note: Back Back • Shown 150% of actual size KINGDOM OF SAUDI ARABIA KINGDOM OF SAUDI ARABIA Address • All dimensions shown are P. O. BOX 55555, RIYADH 888888 P. O. BOX 55555, RIYADH 888888 in millimetres. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa aamaly.com aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 151

E-MAGAZINE LETTER HEAD A4 Stationary plays an important Logo صحيفة إلكترونية role in maintaining a positive E-Magazine Size %6 and professional image of our organization. This section explains how to use the basic elements within the context of AAMALY E-Magazine stationery. Document dimensions: • A4 210 mm x 297 mm Social Media @aamaly_sa 00966 5555655555 00966 11 1111 111 KINGDOM OF SAUDI ARABIA @aamaly-sa Handles P. O. BOX 55555, RIYADH 888888 info@aamaly.com 00966 11 9999 999 aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 152

Brand Mark Structure Variations Misuses Corporate Colors Visual System Pattern Applications Iconography Advertising Template Digital Co-Branding Stationary OSUS © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

OSUS BRAND MARK The AAMALY Osus brand mark is one of the key components of its visual identity system. The correct usage of the brand mark plays an important role in the consistency and clarity of communication of the brand. أسس Osus © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 154

OSUS CLEAR SPACE Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more أسس noticeable. Osus �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 155

OSUS VARIATIONS The color of AAMALY Osus brandmark must always appear on a white background. A grayscale version has been created for applications that are not produced in full color أسس أسس but that will display black and Osus Osus white imagery. Applications of this nature could be duotone or even newspaper jobs. The variations should not be used in advertising. أسس أسس Osus Osus © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 156

OSUS MISUSES The way that you use the logo affects the impact of your communications and our brand image. We are أسس أسس still a young brand, and it Osus أسس Osus is important to us that our Osus logo is always used correctly. �� Please be mindful of the below common errors when using the different logo versions. أسس أسس أسس أسس Osus Osus Osus Osus �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 157

OSUS CORPORATE COLORS PRIMARY COLORS The Primary Colors represent #333333 �� professionalism and sophistication. Use RGB on screen, HEX formulas #397BB5 �� for digital use. CMYK and Pantone colors are for print applications. #64B1DF �� Please note that color formula, are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 158

OSUS CORPORATE COLORS SECONADRY COLORS The Secondary complement �� the main colors and give the brand more diversity and �� flexibility. TINT �� The tints can be the 5% �� variations from the original color. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 159

OSUS COLOR BALANCE The color balance across all communications is important in order to maintain a consistent visual image. The below chart shows the proportion in which the colors should be combined. �� © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 160

OSUS VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Use Gray is the main color with a 75% transparency. The pattern showed here should be used for the sub brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 161

OSUS VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. The pattern showed here should be used for the sub brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 163

OSUS �� 01 02 COLOR TREATMENT Color treatments shoul be made for the photographs using the AAMALY Osus Primary color without losing the originality of the image. *Black and white picture can �� 03 04 be used as a second option © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 164

OSUS VISUAL SYSTEMS/ PATTERNS Logo أسس 11%أسس Size Osus Osus A typical advertisement template showcasing the perfect usage of AAMALY Osus صفحة جديدة patterns. Headline Swissra-Bold 53pt Use Gray is the main color with في عالم الأعمال a 75% transparency. Subtitles Swissra-Normal 37pt إعمل بإنتاجهة مؤثراجية لقة. بشكل الحد المل يمكنك النصوص Body text Swissra-Normal 9pt لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك إعملفائحة لالصور التشفي أكثرات إطبع أدوات تعمل والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض أكثرات إطبع أدوات. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 165

OSUS VISUAL SYSTEMS/ PATTERNS Logo أسس أسس Size %11 Osus Osus A typical advertisement template showcasing the صفحة جديدة صفحة جديدة perfect usage of AAMALY Osus Headline patterns. Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي تعرف على منصة أعمالي aamaly.sa aamaly.sa Call to action @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 166

OSUS VISUAL SYSTEMS/ PATTERNS Logo أسس Size %11 Osus A typical advertisement template showcasing the perfect usage of AAMALY Osus صفحة جديدة patterns. Headline Swissra-Bold 53pt أسس في عالم الأعمال Logo Osus Size %15.75 Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي aamaly.sa Call to action صفحة جديدة Headline Swissra-Bold 30pt في عالم الأعمال Subtitles Swissra-Normal 18pt Body text لقة إعمل بإنتاجهة مؤثراجية بشكل الحد المل يمكنك Swissra-Normal 7pt النصوص. لى الوثائق النصوص واع أن باعيديك. إنشاء الشرقيمكنك والبر المتدرج الفعالط باستوى الفات تنان في لإنشاء استخداول بشكل والطبعض. @aamaly_sa Social Media @aamaly-sa Handles aamaly.com @aamaly_sa Social Media @aamaly-sa Handles aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 167

OSUS ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Osus. �� AAMALY Osus color balancing �� should follow when using these icons. COLOR USAGE RATIO © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 168

OSUS ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Osus. AAMALY Osus color balancing should follow when using these icons. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 169

OSUS AD TEMPLATES Logo A typical advertisement أسس Size %11 Osus template showcasing the perfect usage of AAMALY Osus صفحة جديدة brand assets. Headline Swissra-Bold 53pt في عالم الأعمال Subtitles Swissra-Normal 37pt تعرف على منصة أعمالي Call to action aamaly.sa @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 171

OSUS DIGITAL A typical digital post template showcasing the perfect usage of AAMALY Osus brand assets. Logo أسس Size %18 Osus صفحة جديدة Headline Swissra-Bold 70pt في عالم الأعمال Subtitles Swissra-Normal 40pt تعرف على منصة أعمالي aamaly.sa Call to action @aamaly_sa Social Media @aamaly-sa Handles aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 172

OSUS DIGITAL WEBSITE Website page template showcasing the perfect usage of AAMALY Osus brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 173

OSUS DIGITAL APPLICATION Application page template showcasing the perfect usage of AAMALY Osus brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 174

OSUS 4.5 5.5 CO BRANDING ADVERTISING The style can be minimized and remove. some parts, as 5 4 it is used freely to fit in with other logos *The style is adjustable in design to fit because it is built on flexibility Minimum Maximum 5 squares x 5.5 squares = %27.5 4 squares x 4.5 squares = %18 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 175

OSUS CO BRANDING PRODUCT Logo أسس أسس Size %11 Osus Osus LOGO LOGO ADVERTISING AAMALY Osus logo to be placed صفحة جديدة صفحة جديدة in the top right corner of the Headline post as in the print AD layout Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال Subtitles when collaborating with an Swissra-Normal 37pt independent product entity or تعرف على منصة أعمالي تعرف على منصة أعمالي initiative. aamaly.sa aamaly.sa Call to action The product logo is in the middle and just below the level of Osus logo and AHAD logo to be placed on the bottom left and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 176

OSUS CO BRANDING Logo PRODUCT أسس أسس أسس Size %12 Osus Osus Osus ROLLUP LOGO LOGO LOGO AAMALY Osus logo to be placed in the top right صفحة جديدة صفحة جديدة corner of the post as in the print Headline ad layout when collaborating Swissra-Bold 36pt في عالم الأعمال في عالم الأعمال Subtitles with an independent product Swissra-Normal 23pt صفحة جديدة entity or initiative. في عالم الأعمال The Product logo to be placed in the center and AHAD logo to be placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly_sa @aamaly-sa @aamaly-sa aamaly.com aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 177

OSUS CO BRANDING PRODUCT Logo أسس Size %12 Osus POPUP 1 AAMALY Osus logo LOGO to be placed in the top right صفحة جديدة corner of the post as in the print ad layout when collaborating Headline with an independent product Swissra-Bold 71pt في عالم الأعمال entity or initiative. Subtitles Swissra-Normal 39pt The Product logo to be placed in the center and AHAD logo to be placed on the top left the social media handles on the bottom center. Social Media @aamaly_sa @aamaly-sa aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 178

OSUS CO BRANDING PRODUCT Logo أسس Size %12 Osus POPUP 2 AAMALY Osus logo LOGO to be placed in the top right corner of the post as in the print ad layout when collaborating with an independent product صفحة جديدة entity or initiative. Headline Swissra-Bold 71pt The Product logo to be placed in في عالم الأعمال the center and AHAD logo to be Subtitles Swissra-Normal 39pt placed on the top left the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 179

OSUS CO BRANDING ENTITY AND PRODUCT Logo أسس أسس Size %11 Osus Osus ADVERTISING AAMALY Osus logo to be placed in the top right corner of the post صفحة جديدة صفحة جديدة Headline as in the print AD layout When Swissra-Bold 53pt في عالم الأعمال في عالم الأعمال collaborating with a product that Subtitles Swissra-Normal 37pt is owned by an entity The product تعرف على منصة أعمالي تعرف على منصة أعمالي logo is in the middle and just below aamaly.sa aamaly.sa Call to action the level of Osus logo and AHAD logo to be placed on the bottom left and entity logo beside AHAD logo with fit line and the social media handles on the bottom right As shown. @aamaly_sa @aamaly_sa Social Media @aamaly-sa @aamaly-sa Handles aamaly.com aamaly.com Logo tag Transparency %60 © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 180

OSUS CO BRANDING Logo ENTITY AND PRODUCT أسس أسس أسس Size %12 Osus Osus Osus ROLLUP AAMALY Osus logo to be placed in the top right corner of the post as in the print ad layout صفحة جديدة صفحة جديدة Headline When collaborating with a product Swissra-Bold 36pt في عالم الأعمال في عالم الأعمال that is owned by an entity Product Subtitles Swissra-Normal 23pt صفحة جديدة logo to be placed in the center and AHAD logo to be placed on the top left في عالم الأعمال and entity logo beside AHAD logo with fit line the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com @aamaly_sa @aamaly_sa @aamaly-sa @aamaly-sa aamaly.com aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 181

OSUS CO BRANDING ENTITY AND PRODUCT Logo أسس Size %12 Osus POPUP 1 AAMALY Osus logo to be placed in the top right صفحة جديدة corner of the post as in the print ad layout When collaborating Headline with a product that is owned Swissra-Bold 71pt في عالم الأعمال by an entity Product logo to be Subtitles placed in the center and AHAD Swissra-Normal 39pt logo to be placed on the top left and entity logo beside AHAD logo with fit line the social media handles on the bottom center. Social Media @aamaly_sa @aamaly-sa aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 182

OSUS CO BRANDING ENTITY AND PRODUCT Logo أسس Size %12 Osus POPUP 2 AAMALY Osus logo to be placed in the top right corner of the post as in the print ad layout When collaborating with a product that is owned صفحة جديدة by an entity Product logo to be placed in the center and AHAD Headline Swissra-Bold 71pt logo to be placed on the top left في عالم الأعمال and entity logo beside AHAD Subtitles Swissra-Normal 39pt logo with fit line the social media handles on the bottom center. @aamaly_sa @aamaly-sa aamaly.com Social Media Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 183

OSUS STATIONARY BUSINESS CARDS Front Stationary plays an important role in maintaining a positive محمد سايف الخشيل Name and title Arabic Swissra-Bold 14pt مدير عام مشاريع التقنية and professional image of أسس Swissra-Normal 10pt Osus Eng. Mohammed Al-Khushail Name and title English our organization. This section Vice Chairman Avenir Next-Bold 14pt Avenir Next-Normal 10pt explains how to use the basic Contact 00966 5555655555 Information info@aamaly.com elements within the context of 00966 11 1111 111 00966 11 9999 999 AAMALY Osus stationery. Document dimensions: Back Back • 90 mm x 50 mm KINGDOM OF SAUDI ARABIA KINGDOM OF SAUDI ARABIA Address Note: P. O. BOX 55555, RIYADH 888888 P. O. BOX 55555, RIYADH 888888 • Shown 150% of actual size • All dimensions shown are @aamaly_sa @aamaly_sa in millimetres. Social Media @aamaly-sa @aamaly-sa aamaly.com aamaly.com Handles © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 184

OSUS STATIONARY Logo أسس Size %6 Osus A4 LETTER HEAD Stationary plays an important role in maintaining a positive and professional image of our organization. This section explains how to use the basic elements within the context of AAMALY Osus stationery. Document dimensions: • A4 210 mm x 297 mm Social Media @aamaly_sa 00966 5555655555 00966 11 1111 111 KINGDOM OF SAUDI ARABIA @aamaly-sa Handles P. O. BOX 55555, RIYADH 888888 info@aamaly.com 00966 11 9999 999 aamaly.com © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 185

Brand Mark Structure Variations Misuses Corporate Colors Visual System Pattern Applications Iconography Advertising Template Digital Co-Branding Stationary UFOQ © AAMALY Brand Guidelines Version 1.0 | APRIL 2020

UFOQ BRAND MARK The AAMALY Ufoq brand mark is one of the main components of its visual identity system. The correct usage of the brand mark plays an important role in the consistency and clarity of communication of the brand. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 187

UFOQ CLEAR SPACE Structure brings restraint, order, rhythm, and comfort to a mark. Put care, time, and effort into the exactness of your drawing. There is beauty in the perfection of craft. It also establishes your playing field, making variation more noticeable. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 188

UFOQ VARIATIONS The color of AAMALY Ufoq brandmark must always appear on a white background. A grayscale version has been created for applications that are not produced in full color but that will display black and white imagery. Applications of this nature could be duotone or even newspaper jobs. The variations should not be used in advertising. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 189

UFOQ MISUSES The way that you use the logo affects the impact of your communications and our brand image. We are still a young brand, and it is important for us that our logo is always used correctly. Please be mindful of the below common errors when using the different logo versions. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 190

UFOQ CORPORATE COLORS PRIMARY COLORS The Primary Colors represent professionalism and sophistication. Use RGB on screen, HEX formulas for digital use. CMYK and Pantone colors are for print applications. Please note that color formula, are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software. TINT The tints can be the 10% variations of the original color. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 191

UFOQ CORPORATE COLORS SECONADRY COLORS The Secondary complement the main colors and give the brand more diversity and flexibility. TINT The tints can be the 5% variations of the original color. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 192

UFOQ COLOR BALANCE The color balance across all communications is important in order to maintain a consistent visual image. The below chart shows the proportion in which the colors should be combined. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 193

UFOQ VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Use AAMALY Ufoq primary grey and its tints when using this pattern. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 194

UFOQ VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Use AAMALY Ufoq primary grey 10% tint with 0.3 pt - 0.5 pt stroke weight when using this pattern. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 195

UFOQ VISUAL SYSTEM - PATTERNS A pattern, apart from the term’s use to mean “Template”, and is a discernible regularity in the world or in a manmade design. As such, the elements of a pattern repeat in a predictable manner. A geometric pattern is a kind of pattern formed of geometric shapes and typically repeating like a wallpaper. Use AAMALY Ufoq primary and secondary colors fill when using this pattern. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 196

UFOQ COLOR TREATMENT Color treatments shoul be made for the photographs using the AAMALY Ufoq secondary color without losing the originality of the image. *Black and white picture can be used as a second option © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 197

UFOQ VISUAL SYSTEMS/ PATTERNS A typical advertisement template showcasing the perfect usage of AAMALY Ufoq patterns. Use AAMALY Ufoq primary grey 10% tint with 0.3 pt - 0.5 pt stroke weight when using the pattern. NOTE: Follow the 10 x 10 GRID SYSTEM when preparing any AD layout. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 198

UFOQ VISUAL SYSTEMS/ PATTERNS A typical advertisement template showcasing the perfect usage of AAMALY Ufoq patterns. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 199

UFOQ VISUAL SYSTEMS/ PATTERNS A typical advertisement template showcasing the perfect usage of AAMALY Ufoq patterns. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 200

UFOQ ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Ufoq. AAMALY Ufoq color balancing should follow when using these icons. COLOR USAGE RATIO © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 201

UFOQ ICONOGRAPHY Iconography represents a vital role in the visual identity of the brand AAMALY Ufoq. AAMALY Ufoq color balancing should follow when using these icons. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 202

UFOQ AD TEMPLATES A typical advertisement template showcasing the perfect usage of AAMALY Ufoq brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 204

UFOQ DIGITAL A typical digital post template showcasing the perfect usage of AAMALY Ufoq brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 205

UFOQ DIGITAL WEBSITE Website page template showcasing the perfect usage of AAMALY Ufoq brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 206

UFOQ DIGITAL APPLICATION Application page template showcasing the perfect usage of AAMALY Ufoq brand assets. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 207

UFOQ CO BRANDING ADVERTISING The style can be minimized and remove. some parts, as it is used freely to fit in with other logos. *The style is adjustable in design to fit because it is built on flexibility. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 208

UFOQ CO BRANDING PRODUCT ADVERTISING AAMALY Ufoq logo to be placed in the top right corner of the post as in the print AD layout when collaborating with an independent product entity or initiative. The product logo is in the middle and just below the level of Ufoq logo and THIQAH logo to be placed on the bottom left and the social media handles on the bottom right as shown. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 209

UFOQ CO BRANDING PRODUCT ROLLUP AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with an independent product entity or initiative. The Product logo to be placed in the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 210

UFOQ CO BRANDING PRODUCT POPUP 1 AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with an independent product entity or initiative. The product logo to be placed in the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 211

UFOQ CO-BRANDING PRODUCT POPUP 2 AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with an independent product entity or initiative. The product logo to be placed in the center and THIQAH logo to be placed on the top left the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 212

UFOQ CO BRANDING ENTITY AND PRODUCT ADVERTISING AAMALY Ufoq logo to be placed in the top right corner of the post as in the print AD layout when collaborating with a product that is owned by an entity. The product logo is in the middle and just below the level of AAMALY Ufoq logo and THIQAH logo to be placed on the bottom left and entity logo beside THIQAH logo with fit line and the social media handles on the bottom right as shown. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 213

UFOQ CO BRANDING ENTITY AND PRODUCT ROLLUP AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with a product that is owned by an entity. Product logo to be placed in the center and THIQAH logo to be placed on the top left and entity logo beside THIQAH logo with fit line the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 214

UFOQ CO-BRANDING ENTITY AND PRODUCT POPUP 1 AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with a product that is owned by an entity. Product logo to be placed in the center and THIQAH logo to be placed on the top left and entity logo beside THIQAH logo with fit line the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 215

UFOQ CO BRANDING ENTITY AND PRODUCT POPUP 2 AAMALY Ufoq logo to be placed in the top right corner of the post as in the print ad layout when collaborating with a product that is owned by an entity. Product logo to be placed in the center and THIQAH logo to be placed on the top left and entity logo beside THIQAH logo with fit line the social media handles on the bottom center. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 216

UFOQ STATIONARY BUSINESS CARDS Stationary plays an important role in maintaining a positive and professional image of our organization. This section explains how to use the basic elements within the context of AAMALY Ufoq stationery. Document dimensions: • 90 mm x 50 mm NOTE: • Shown 150% of actual size • All dimensions shown are in millimetres. © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 217

UFOQ STATIONARY A4 LETTER HEAD Stationary plays an important role in maintaining a positive and professional image of our organization. This section explains how to use the basic elements within the context of AAMALY Ufoq stationary. Document dimensions: • A4 210 mm x 297 mm © AAMALY Brand Guidelines Version 1.0 | APRIL 2020 218

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