Asyad — Asyad | Wasmenia

Guideline pages

1.01 BRAND OVERVIEW BRAND ASPIRATION / BRAND STORY OUR BRAND STRATEGY COVERS ALL AREAS OF OUR BUSINESS AND DRIVES US TO ACTION. WE ARE ASYAD, THE MASTERS OF NAVIGATION. TO CREATE A VISUAL KEY TO EVERYTHING THAT ASYAD STANDS FOR, WE INTRODUCE ‘GUIDING STAR’. THE “GUIDING STAR” IS MORE THAN A GRAPHIC DEVICE, IT’S A LEGACY TO OUR PROUD HERITAGE AND A BELIEF IN THE GREAT POTENTIAL OF OMAN AND THE EXPERTISE OF OUR COMPANIES AND OUR PEOPLE. WE’VE CREATED A NEW BRAND WITH FUTURISTIC, BOLD, DYNAMIC COLOURS WHICH REINFORCES ASYAD’S VISION OF ALIGNING THE STARS. TO REINFORCE OUR COMMITMENT TO THIS BRAND IDEA, WE’VE CAREFULLY EMBEDDED THE GUIDING STAR INTO OUR BRAND NAME, SO THAT IT WILL BE LASTING VISUAL REMINDER OF OUR PAST, PRESENT AND FUTURE. THE CENTRAL LETTER OF THE WORKMARK, THE Y, HAS BEEN SPECIFICALLY CRAFTED TO GRAPHICALLY PORTRAY: UPWARD MOVEMENT, SYNCRONICITY AND HARMONY. THIS IS WHO WE ARE AND WHAT WE REPRESENT.

1.02 BRAND OVERVIEW BRAND DRIVER PLATFORM® ALIGNING THE STARS WE EXIST WE BELIEVE • In the great potential of Oman and the To optimise and transform expertise of our companies and our people. the Omani logistics sector. • That cultivating talent is the way to a strong and sustainable economy. • In bringing about synchronicity and harmony through innovation and technology. • In the power of collaboration. The following platform represents Asyad’s brand strategy. It articulates in a succinct manner the brand purpose – what the Asyad brand stands for.

1.03 BRAND OVERVIEW VISUAL OVERVIEW Brandmark Colour Typography Cairo Graphic Device Photography There are five key brand elements used on a variety of applications that work together to create a clear, distinctive brand identity. 1. Brandmark 2. Typography 3. Colour 4. Graphic device 5. Photography

1.04 BRAND OVERVIEW BRAND ARCHITECTURE RULE #1 RULE #3 RULE #2 Given Asyad’s multi-facet role, its subsidiary companies under its portfolio, as well as having OGLG’s brand architecture model is a Companies that owned by Asyad, fully or Companies owned 50% or less by OGLG a wide-range of stakeholders, the following partially House of Brands because: rules have been identified to understand Asyad’s brand relationship and visibility in Use a shadow endorser ‘In partnership with • Can address diverse industries and relation to different brands and/or initiatives. OGLG’, only in cases in which the subsidiary will customer segments of free zones, benefit from its association with OGLG. transportation, ports, etc. This endorser should be locked to the • Opportunity to create unique brand subsidiary brandmark. propositions across different geographies and industries Subsidiary II enim RULE #5 RULE #6 RULE #4 For initiatives, short- term projects, industry For initiatives, short- term projects, industry In the case of a joint venture between events, etc. funded and organised by OGLG events, etc. for which OGLG is the main sponsor OGLG and another company Use a token endorser ‘In partnership with OGLG’. Use a token endorser ‘An OGLG- PartnerCo Use a strong endorser ‘Brought to you by OGLG’. joint venture’ or ‘An OGLG- PartnerCo JV’ This endorser need not be locked to the event/ This endorser need not be locked to the event/ where PartnerCo is the partner company. initiative/ project br…

1.05 BRAND OVERVIEW BRAND ARCHITECTURE -Mwasalat -Sinyar Public Services -IMCO LOGISTICS FREE ZONES PORTS MARITIME -ASYAD Terminals -Salalah -ASYAD EXPRESS -Shipping and Ports -Sohar -Oman Post -Drydocks -Sohar port -Khazaen -Salalah Port Economic City -Duqm Port -Khazaen Dry Port RULE #1 ASYAD Group brand architecture contains 4 specialized Business Units, each providing a range of logistics products and solutions for domestic and international markets. All Business Units share ASYAD`s brand identity.

1.06 BRAND OVERVIEW CO-BRANDING max. width max. width Y Y X 2X X 2X 2X (max. hight) 2Y 2Y 2Y 2Y CO-BRANDING ASYAD LOGO WITH OTHER BRAND/S LOGO The size of the other logo should not be higher than: (”Asyad logo hight” x2) And not wider than Asyad logo width.

1.07 BRAND OVERVIEW CO-BRANDING max. width max. width Y Y X X X (max. hight) X (max. hight) 2Y 2Y 2Y 2Y CO-BRANDING ASYAD SUBSIDIARY LOGO WITH OTHER BRAND/S The size of the other logo should not be higher than Asyad subsidiary logo or wider than Asyad subsidiary logo width.

1.08 BRAND OVERVIEW CO-BRANDING Ports and Terminals Solutions / services ASYAD SERVICES AND SOLUTIONS All business unit/services/solutions should follow the above brandmark style.

1.09 BRAND OVERVIEW TONE OF VOICE THE TEAM CAPTAIN An integral part of the team, the team captain always speaks at the same level as his teammates. He leads by example. He encourages his teammates to succeed every time, but acknowledges failure as part of the game. All successes and failures are shared, but individual accolades are not ignored. Unifying Encouraging Amiable Optimistic

BRANDMARK 2.00

2.01 BRANDMARK INTRODUCTION Our brand strategy covers all areas of our To reinforce our commitment to this brand idea, business and drives us to action. we’ve carefully embedded the Guiding Light into our brand name, so that it will be a lasting visual To create a visual key to everything that Asyad reminder of our past, present and future. stands for, we introduce “Guiding Star”. It is more than a graphic device, it is a legacy to our proud The central letter of the wordmark, the “Y”, has heritage, and a belief in the great potential of Oman been specifically crafted to graphically portray and the expertise of our companies and our people. upward movement, synchronicity and harmony. We have created a new brand with futuristic, bold, This is who we are and what we represent. dynamic colours which reinforces Asyad’s vision for aligning the stars.

2.02 BRANDMARK CLEAR SPACE AND MINIMUM SIZE Clear Space X 1⁄2 X 1⁄2 X CLEAR SPACE The minimum clear space around the brandmark is 1/2X. The clear space ensures legibility and prominence. No imagery, graphic elements or typography should cross over into this area. Minimum Size Always use the master artwork file for the brandmark. It must never be re-drawn. MINIMUM SIZE The minimum size of the brandmark is 35 mm in print, 100 pixels in digital applications. Print Digital The brandmark is proportionally scalable 35 mm 100 pixels and there is no limit on the maximum size. This size is a minimum and can be increased to ensure better legibility.

2.03 BRANDMARK COLOURS AND BACKGROUNDS There are four colour variations for the brandmark depending on the background colour and usage. The brandmark should not be reproduced in any other colours.

2.04 BRANDMARK ALIGNMENT AND MEASUREMENT Alignment 1 2 3 4 Measurement ALIGNING OBJECTS AND TEXT TO THE BRANDMARK The figure on the right illustrates how to align objects, text or imagery with the descriptor. There are four permitted alignment points. HOW TO MEASURE THE BRANDMARK The brandmark is measured from the extreme left to the extreme right.

2.05 BRANDMARK POSITIONING ENGLISH ARABIC 3 4 1 2 For Asyad business unit/services/solution, replace In English language communications, the Asyad brand mark with the mentined style on page 1.08 brandmark is positioned in the top or bottom right corner of the page, as shown in Figures 1 and 2. In Arabic language communications, the brandmark is positioned in the top or bottom left corner of the page, as shown in Figures 3 and 4. Solutions / services

2.06 BRANDMARK COMMON MISUSES Do not alter the proportions of the brandmark Do not distort the brandmark Do not alter the positioning of the elements Only use the permitted colour variations of the Do not outline the brandmark Do not add effects to the brandmark brandmark Some examples of what not to do with the Do not place the brandmark on coloured brandmark to ensure the credibility and legibility Do not place the brandmark directly on imagery Do not alter the colour of the reversed brandmark backgrounds other than the ones specified of the brand.

COLOUR 3.00

3.01 COLOUR OVERVIEW COLOR THEORY THE ASYAD COLOR PALETTE CONSISTS OF: Our color palette comes directly from imagery relating Midnight Blue, Dark Lavender, White and Carolina Blue. Midnight Blue and Dark Lavender are considered primary and should be to the stars and spefically, constellations. Dark blues used in approx. 60% and 25% of a page layout respectively. White, Carolina Blue and Marine gray should be used in approx. 5% of and purple tones are historically used to represent the a page layout. night sky and it’s constellations. The colour palette is used in all corporate communication pieces, and can be used in typography, the graphic device, iconography and information graphics. WHITE DARK MIDNIGHT CAROLINA MARINE LAVENDER BLUE BLUE GRAY 60% 10% 10% 10% 10%

3.02 COLOUR VALUES CAROLINA MIDNIGHT DARK BLUE BLUE LAVENDER PMS 298C PMS 276C PMS 2603C CMYK 65 10 0 1 CMYK 84 84 48 60 CMYK 68 100 11 2 RGB 65 182 230 RGB 34 28 53 RGB 112 32 130 HEX/HTML 41B6E6 HEX/HTML 221C35 HEX/HTML 702082 RAL 220 70 35 or RAL 5012 RAL 310 20 10 or RAL 5011 RAL 330 30 40 or RAL 4008 WHITE MARINE GRAY C 0 M 0 Y 0 K 0 R 255 G 255 B 255 PMS 7544 HEX/HTML FFFFFF CMYK 58 41 34 3 RGB 118 134 147 HEX/HTML 768693 RAL 7000

TYPOGRAPHY 4.0

4.01 TYPOGRAPHY CORPORATE TYPEFACES CAIRO Cairo is the corporate font for both Arabic and Latin communications. Two weights are used: Regular and Bold. To purchase the font, contact the Marketing Department. Refer to the Contacts page at the back of these guidelines for complete details.

4.02 TYPOGRAPHY FAMILY ABCDEFGHUJKLMNOPQRSTUVWXYZ CAIRO REGULAR abcdefghijklmnopqrstuvwxyz ٠١٢٣٤٥٦٧٨٩?!)(*&%#$£@;:,. 0123456789 ABCDEFGHUJKLMNOPQRSTUVWXYZ CAIRO BOLD abcdefghijklmnopqrstuvwxyz ٠١٢٣٤٥٦٧٨٩ 0123456789 .,:;@£$#%&*()!? Cairo is the corporate font for both Arabic and Latin communications. Two weights are used: Regular and Bold. To purchase the font, contact the Marketing Department. Refer to the Contacts page at the back of these guidelines for complete details.

4.03 TYPOGRAPHY DEFAULT SYSTEM FONTS ARIAL ARABIC ARIAL REGULAR REGULAR ABCDEFGHUJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ?!)(*&٪#$£@;:,. ۰۱۲۳٤٥٦۷۸۹ ۰۱۲۳٤٥٦۷۸۹ ARIAL ARABIC ARIAL BOLD BOLD ABCDEFGHUJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ?!)(*&٪#$£@;:,. ۰۱۲۳٤٥٦۷۸۹ ۰۱۲۳٤٥٦۷۸۹ When Cairo cannot be used within the office environment software such as Microsoft® PowerPoint®, Microsoft® Word® and any electronic communications, such as email, use the font Arial for English and Arial Arabic for Arabic in place of the corporate font. Arial is a system font that is pre-installed on most PCs. It is available in Regular and Bold weights.

4.04 TYPOGRAPHY STYLING | ARABIC ٠٨٠٤ ٢٠٠٤ Main headlines are playful and can be set in a mixture of both Regular and Bold. ٠٨٠٤ ٢٠٠٤ The usage of Cairo Bold is to be used to , ٣٠ ٣٠ emphasize key words only. ٠٨٠٤ Cairo Regular is used for subheads, body copy, captions and footnotes. All Arabic copy is ranged right. , ٣٠ ٣٠. ٠٨٠٤ COLOUR The colour of headlines, subheads, introductory 1 2 3 4 copy and captions can be Midnight Blue, Carolina Blue or Dark Lavender. The colour of body copy is predominantly Midnight Blue. ١ ٢ ٣ ٤ For examples on how to use typography and colour, please refer to the applications sections of these brand .guidelines

4.05 TYPOGRAPHY STYLING | LATIN LOREM IPSUM DOLORES SIT AMIT Lorem ipsum dolor sit amet, consectetur Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, adipiscing elit, sed do eiusmod tempor totam rem aperiam, eaque ipsa quae ab illo inventore incididunt ut labore et dolore magna aliqua. veritatis et quasi architecto beatae vitae dicta sunt Ut enim ad minim veniam, quis nostrud explicabo. Nemo enim ipsam voluptatem quia voluptas exercitation ullamco laboris nisi ut aliquip ex sit aspernatur aut odit aut fugit, sed quia consequuntur ea commodo consequat. Duis aute irure dolor magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia in reprehenderit in voluptate velit esse cillum dolor sit amet, consectetur, adipisci velit, sed quia non dolore eu fugiat nulla pariatur. numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur SUBHEAD magni dolores eos qui ratione voluptatem sequi nesciunt. Ut enim ad minima veniam, quis nostrum exercitationem Neque porro quisquam est, qui dolorem ipsum quia ullam corporis suscipit laboriosam, nisi ut aliquid ex dolor sit amet, consectetur, adipisci velit, sed quia ea commodi consequatur? Quis autem vel eum iure non numquam eius modi tempora incidunt ut labore reprehenderit qui in ea voluptate velit esse quam nihil LOREM IP…

IMAGERY 5.00

5.01 PHOTOGRAPHY OVERVIEW Asyad photographic style focuses on two aspects: logistics and services, and people and the work environment. LOGISTICS PEOPLE AND THE AND SERVICES ENVIRONMENT These images focus on close-ups of people at These images are characterised by strong angles work and the work environment . All images have to create interesting perspectives, in motion a flare effect to evoke energy and life. The colours photography style using flare bursts to evoke are soft cool and warm tones. energy. The colours are saturated and bold. Slight colour alterations can be made to match the colour palette.

5.02 PHOTOGRAPHY MASTERBRAND

5.03 PHOTOGRAPHY PEOPLE

5.04 PHOTOGRAPHY COLOURISING IMAGERY Original image: too dull, colours not in harmony Step 1: use a Dark Lavender gradient map to Step 2: add a Cooling Photo Filter and adjust the Step 3: adjust the Vibrance and Saturation of the with the colour palette and flare too strong. adjust the colours to the corporate colour palette density to achieve the desired colour effect image to bring the colours close to the corporate colours and reduce the intensity of the flare. When manipulating the colours of images, make sure the colours are vibrant and in harmony with the colour palette. If the flare effect is too strong then the intensity can be reduced.

GRAPHIC DEVICE 6.00

6.01 GRAPHIC DEVICE INTRODUCTION Selected constellations are given a special status in the field of historical navigation. Precision and efficiency go hand in hand to set new standards in technology and sustainability in modern logistics. The Asyad graphic device is based on these constellations. The half-tone backgrounds depict stars and the lines represent routes for efficiency and steadfast commitment.

6.02 GRAPHIC DEVICE VARIATIONS/ GROUP A The half-tone backgrounds are all logistics-related icons but can also be developed to include other subjects depending on the communication piece. For example, when designing a Ramadan greeting card, the symbols used can be customised.

6.03 GRAPHIC DEVICE COLOURWAYS Not preferable Preferred color appearance The preferred background colour for the graphic device is Midnight Blue, however it can be used on Dark Lavender and White.

6.04 GRAPHIC DEVICE VARIATIONS / GROUP B The half-tone backgrounds from goup b, they can be used in any context, since they are not related to a subject or have a spicific message, however they can maintain Asyad identity "look & feel" to any graphic application.

6.05 GRAPHIC DEVICE COLOURWAYS Not preferable Preferred color appearance The preferred background colour for the graphic device is Midnight Blue, however it can be used on Dark Lavender and White.

6.06 GRAPHIC DEVICE ICONS LOGISTICS COMMUNICATIONS DIGITAL / UX WAYFINDING DIAGRAMS 150 Icons, designed to be used in different communication applications, and related to subjects. And they can be used in any color from Asyad color pallet. those icons will support designers when they are workinf with printed, digital or web applications.

Stationery 7.00

7.01 Stationery Business Card Front Back We connect you to the world’s markets with our comprehensive logistics solutions, by land, sea and air. Nabil Al Bimani Group Chief Asset Management T: (+968) 2236 4333 5 cm M: (+968) 97777551 E: alhatmi@asyad.om The Middle East’s Sultanate of Oman - Muscat Connect to the world. Integrated Logistics Group www.asyad.om Connect to Oman. 9 cm Example Nasser Al Sharji ASYAD Express Asyad Solutions/services Acting CEO Name T: (+968) 2236 4333 Solutions/services M: (+968) 97777551 Same as Asyad brand, the only difffrence is Job Title E: alhatmi@asyad.om the positioning of job title. The Middle East’s Sultanate of Oman - Muscat Integrated Logistics Group www.asyad.om

7.02 Stationery Letterhead and Envelope Asyad Solutions/services Oman Global Logistics Group S.A.O.C. (C.R. 1199594) T +968 2236 4310 | F +968 2237 8888 P.O. BOX 470, P.C. 115, Madinat Sultan Qaboos, Replace “Oman Global Logistics Group S.A.O.C. (C.R. 1199594)’ Muscat, Sultanate of Oman asyad.om with the solution on the footer.