Brand GuidelinesContents
Logo
03
Colours
07
Typography
09
Marketing Material
11
Digital Assets
17
Uniforms
23LogoEyewa Brand Guidelines | Logo
Eyewa Logo
The Eyewa logo is clean and instantly
recognisable. To ensure the brand stays
undiluted, the following guidelines should be
followed.
These will cover the correct usage of the
logo, with regards to colour, clear space, and
miss-use.
Page | 4Eyewa Brand Guidelines | Logo
Primary Logo
The primary Eyewa logo is produced in either
black or white. The black logo should always
be used on bright or light backgrounds, and
the white logo should be used on darker
coloured backgrounds.
Clear Space
X
Clear space is a padded area, defined by X,
surrounding the logo that should be kept free
of any intruding elements. This clear space
ensures the logo is able to represent the
brand without any distractions. X is defined
as the height of the "e" character.
X
X
Minimum Size
X
Print - 30mm (w)
Digital - 50px (w)
Page | 5Eyewa Brand Guidelines | Logo
EYEWEAR
DO NOT USE UNAUTHORISED COLORS
DO NOT USE ADD TEXT TO THE LOGO
DO NOT DISTORT THE LOGO
DO NOT ADD A STROKE TO THE LOGO
DO NOT USE A DROP SHADOW
DO NOT ALTER THE ANGLE OF THE LOGO
Logo Miss-use
The Eyewa logo must always be used
correctly. This page shows various examples
of how the logo must not be used.
DO NOT ALTER THE DESIGN
DO NOT MIX COLOURS
DO NOT USE THE BLACK LOGO ON DARK BACKGROUNDS
If you are in doubt, please contact the
designer.
Page | 6ColoursEyewa Brand Guidelines | Colours
PANTONE - Cool Gray 4C
PANTONE - 116 C
PANTONE - 4057 C
PANTONE - 4173 C
CMYK - 25/16/23/1
CMYK - 0/20/100/0
CMYK - 2/71/61/1
CMYK - 49/0/28/0
RGB - 189/195/187
RGB - 255/203/5
RGB - 233/108/93
RGB - 126/205/195
HEX - bdc3bb
HEX - ffcb05
HEX - e96c5d
HEX - 7ecdc3
Eyewa Colours
The Eyewa brand has four primary colours,
these are complimented by either white, or
black.
Within these four colours, tints can be used
as accents, or secondary colours. The tints
are incremented at 10% markers, as seen on
this page.
No other colours should be used within the
Eyewa brand.
Page | 8TypographyEyewa Brand Guidelines | Typography
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
Primary Typeface
The primary typeface is Neue Haas Grotesk.
OoPpQqRrSsTtUuVvWwXxYyZz
This is available in a variety of weights,
these can be used to draw attention to
1234567890!@£$%^&*()_+
CTAs, quotes, names or important bits of
information. www.fonts.adobe.com/fonts/
neue-haas-grotesk
أ ب ت ث ج ح خ د ذ ر ز س ش ص
Arabic Typeface
ض ط ظ ع غ ف ق ك ل م ن ه و ي
Our Arabic typeface is GE SS. This is
available in multiple weights, and is a
1234567890
clean, easy to read, Arabic typeface. www.
arbfonts.com/bundles/ge-ss-full-arabic-
pack
AaBbCcDdEeFfGgHhIiJjKkLlMmNn
Web Typeface
OoPpQqRrSsTtUuVvWwXxYyZz
For digital use, we use Open Sans. As per our
primary typeface, this is available in a variety
of weights, which allows our digital assets to
1234567890!@£$%^&*()_+
mirror our print assets. Prices and offers can
be bold to draw attention, whilst body copy is
clean and easy to read. www.fonts.google.
com/specimen/Open+Sans
Page | 10Marketing MaterialEyewa Brand Guidelines | Marketing Material
Business Cards
The Eyewa business cards must follow the
design principals set out on this page.
There are a choice of colours that can be
selected, but the base design must stay the
NAME SURNAME
same.
TITLE
email@eyewa.com
+971 xxxxxxx
Spec:
+971 xxxxxxx
eyewa.com
Size: (w)85mm x (h)55mm
4mm
Margins: 4mm
Columns: 2
4mm
Gutter: 4mm
Bleed: 3mm
Name: 11pt
Title 8pt
Contact: 8pt
Page | 12Eyewa Brand Guidelines | Marketing Material
Letterheads
The Eyewa letterheads follow similar rules to
the business cards. The base design can be
seen on this page, although any of the brand
colours can be used for the front and back of
the letterhead. We recommend printing
Spec:
Size: (w)210mm x (h)297mm
Margins: 10mm
Columns: 7
Gutter: 4mm
Bleed: 3mm
Address: 6pt
Socials: 6pt
@eyewa
Head Office Address | Street Name | City | Country
@eyewaME
+971 23 456 7890 | +971 23 456 7890
email@eyewa.com | eyewa.com
/eyewaME
4mm
4mm
Page | 13Eyewa Brand Guidelines | Marketing Material
Prescription Cards
The Eyewa prescription cards are given to
customers when they need prescription
items. They are to be filled out by optometrist
signed and dated. These cards can be torn
4mm
down a perforated edge, and the contact
4mm
details should be store specific, with a
working QR code.
PRESCRIPTION CARD
Spec:
Size: (w)85mm x (h)55mm
Name:
Issued: dd/mm/yyyy
Margins: 4mm
STORE NAME
Columns: 2
CITY
Sph
Cyl
Axis
ADD
Gutter: 4mm
O.D.
Bleed: 3mm
email@eyewa.com
O.S.
+971 12 345 6789
PD
@eyewa
Store: 11pt
+971 12 345 6789
@eyewaME
Dr:
Expires: dd/mm/yyyy
eyewa.com
City 8pt
/eyewaME
Contact: 8pt
Page | 14Eyewa Brand Guidelines | Marketing Material
WITH
Compliment Slip
COMPLIMENTS
The Eyewa prescription cards are given to
customers when they need prescription
items. They are to be filled out by optometrist
signed and dated. These cards can be torn
@eyewa
Head Office Address | Street Name | City | Country
@eyewaME
+971 23 456 7890 | +971 23 456 7890
/eyewaME
email@eyewa.com | eyewa.com
4mm
down a perforated edge, and the contact
details should be store specific, with a
4mm
working QR code.
Spec:
Size: (w)210mm x (h)99mm
Margins: 4mm
Columns: 2
Gutter: 4mm
Bleed: 3mm
Copy 22pt
Contact: 6pt
Page | 15Eyewa Brand Guidelines | Marketing Material
Shopping Bags
The Eyewa prescription cards are given to
customers when they need prescription
items. They are to be filled out by optometrist
signed and dated. These cards can be torn
DESIGN SPEC TBC
down a perforated edge, and the contact
details should be store specific, with a
working QR code.
TBCmm
Spec:
Size: (w)TBCmm x (h)TBCmm x (l)TBCmm
TBCmm
TBCmm
Page | 16Digital AssetsEyewa Brand Guidelines | Digital Assets
400px
900px
Layout Rule
EXAMPLE 1
1200px
1200px
As there are many different sizes and
900px x 400px
dimensions for digital assets, the Eyewa
400px is the shortest edge
brand must follow one distinct formula to
10% of 400px = 40px
ensure spacing is adhered to.
The safe (padding) area around any
digital asset, must be no 10% of the
160px
shortest edge.
900px
300px
1100px
Examples of this formula can been seen on
EXAMPLE 2
EXAMPLE 4
EXAMPLE 3
this page.
900px x 160px
300px x 1200px
1100px x 1200px
160px is the shortest edge
300px is the shortest edge
1100px is the shortest edge
Please note: The safe area is for text and
10% of 160px = 16px
10% of 300px = 30px
10% of 1100px = 110px
logo placement only. Images may bleed off
the art-board.
Page | 18Eyewa Brand Guidelines | Digital Assets
BLOCK COLOUR
TERRAZZO
HEADLINE/TITLE
HEADLINE/TITLE
Information about the offer or
Information about the offer or
product to go here
product to go here
Digital Design
CTA HERE
CTA HERE
Within the three design styles, the use of
typography and logo placement remains the
same.
There should be a hierarchy of information
on each design. The logo must always
BLOCK COLOUR - ADVERT
TERRAZZO - ADVERT
be either top left, or central (in extreme
circumstnaces).
The design should have a catchy headline,
HEADLINE/TITLE
HEADLINE/TITLE
copy/teaser text, and then a CTA which
should be contained within a button.
Information about the offer or
Information about the offer or
product to go here
product to go here
Examples of digital assets can be seen here,
CTA HERE
CTA HERE
both as online (Eyewa site), and adverts
(external to Eyeway).
Page | 19Eyewa Brand Guidelines | Digital Assets
STEP 1
STEP 2
SAMPLE
Typography System
The typography design system needs to be
approached with more care. The background
text must not break into the safe space
around the logo (guidelines on page 4).
The height and width of the word has no set
parameters, as it will change depending on
the length of the word, and the artboard.
Define the art-board and set the safe area (10% rule)
Define artwork theme colour & add typography design
Within the "Character" panel in both InDesign
and Illustrator, you will find parameters for
the typography.
STEP 3
STEP 4
SAMPLE
SAMPLE
The background text must be the font
Gobold Regular.
The tracking must be -75.
OVERLAPPING
To change the height of the word, toggle
LONGER TITLE
the vertical scale tool. We recommend
HEADLINE/TITLE
200%.
CTA HERE
Set the text to the same colour as the
background, and then use the "screen"
Add copy and CTA. Ensure copy is legible
Add image(s) of product & add Eyewa logo
transparency effect.
Page | 20Eyewa Brand Guidelines | Digital Assets
TEXT
TEXT
TEXT
Digital Asset Bank
Here you can see the digital asset bank that
has been created. These should act as the
base for any digital design.
TEXT
These files are created in Adobe Illustrator,
and text can be added to service the
necessary design need.
Page | 21Eyewa Brand Guidelines | Digital Assets
50% OFF
sunglasses
Social Media
Our social media should be a mixture of our
digital assets and creative photography.
Images can be layered with text, and
animated where needed. The posts should
look eye-catching.
Please note that this page is for illustrative
purposes only.
Page | 22UniformsEyewa Brand Guidelines | Uniforms
Male Uniform
Name tags
The male uniform consists of either navy or
Name tags are available in either English or
beige chinos, paired with a relaxed white
Arabic. The colour of the name tag can be
shirt, and white trainers. The Eyewa logo to
picked by the employee.
be embroided onto the chest of the shirt.
HELLO! MY NAME IS
HELLO! MY NAME IS
Ben
Ben
HELLO! MY NAME IS
HELLO! MY NAME IS
Female Uniform
Ben
Ben
The female uniform will have either a navy
blue or beige abaya, with a contrasting vest.
أهلا! اسمي
أهلا! اسمي
(navy / beige) or (beige / navy).
Leila
Ben
أهلا! اسمي
أهلا! اسمي
Leila
Ben
Page | 24
