1. Brand Identity
Guidelines
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.1 HCT Logo
2. Secondary left aligned for English language literature
1. Primary centre aligned stacked formal
3. Secondary right aligned for Arabic language literature
4. Tertiary centre aligned English and Arabic language
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.2 Brand Marks
The HCT Shield
It is a highly recognizable symbol of the Higher Colleges of Technology, however can only be used on its own in specific circumstances
with the approval of the CS Communication Department.
The HCT Strip
The HCT strip mirrors the colours of the HCT logo and its brand identity, and is aligned with the UAE flag. The strip can be used as vertical lines to represent strength,
purpose and boldness or sheared at a 26-degree angle to denote forward movement, direction and dynamism.
The HCT Strip Variants
HCT strip construction basic
x
9x
3x
2x
12x
o
Sheared angle 26
Variations of the strip can be integrated into visual communications,
however these need to be approved by CS Communication Department prior to usage.
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.3 Logo Variations
The following primary, secondary and tertiary logos are to be used in a consistent manner for branding purposes.
The primary logo should be the first consideration for branding, wherever possible.
HCT primary logo, stacked centre aligned,
dual language with campus names.
ABU DHABI MEN’SÜÓ````£∏d »```Ñ`Xƒ`HCG
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
HCT primary logo - stacked centre aligned, dual language
with campus name in English.
ABU DHABI MEN’S
HCT primary logo - stacked centre aligned, dual language
with campus name in Arabic.
ÜÓ````£∏d »```Ñ`Xƒ`HCG
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
HCT primary logo - stacked centre aligned,
single language (English) with campus name.
ABU DHABI MEN’S
HCT primary logo - stacked centre aligned,
single language (Arabic) with campus name.
ÜÓ````£∏d »```Ñ`Xƒ`HCG
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
HCT secondary logo - left aligned,
ABU DHABI MEN’SÜÓ````£∏d »```Ñ`Xƒ`HCG
(dual language) with campus name.
HCT secondary logo - right aligned,
ABU DHABI MEN’SÜÓ````£∏d »```Ñ`Xƒ`HCG
(dual language) with campus name.
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
HCT secondary logo - left aligned,
ABU DHABI MEN’S
single language (English) with campus name.
HCT secondary logo - right aligned,
ÜÓ````£∏d »```Ñ`Xƒ`HCG
single language (Arabic) with campus name.
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
ÜÓ````£∏d »```Ñ`Xƒ`HCG
ABU DHABI MEN’S
HCT tertiary logo - centre aligned,
(dual language) with campus name.
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
HCT logo with Academic Divisions
Usage: These can be used only in specific circumstances where all Academic Divisions have to be shown.
Refer to Central Communication Department for guidance.
Applied
Computer
Engineering
Communications
Education
Business
Information Science
Technology & Science
Health Sciences
HCT primary logo - stacked centre aligned dual language,
Academic Divisions in English.
Font used Helvetica Neue LT Std (57 Condensed)
Applied
Computer
Engineering
Health Sciences
Business
Communications
Education
Information Science
Technology & Science
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.4 Construction & Proportions
1. HCT primary logo construction - centred with campus name
Length of Higher Colleges of Technology is 4 times the width of HCT shield
Shield is above
3 x height of ‘H’
and aligned to baseline
of Arabic letters
Letter spacing is same as
‘H’
height of English letter ‘H’
ABU DHABI MEN’SÜÓ````£∏d »```Ñ`Xƒ`HCG
Letter height of campus name is
4/5 the height of
Higher Colleges of Technology
Length of Arabic campus name is extended
Space between campus names - English and Arabic is the height of 'H'
to match the width of English campus name
Typeface
Logo type English
Helvetica Neue LT Std Bold
Logo type Arabic
AXt Manal Bold
Campus name English
Helvetica Neue LT Std - 55 Roman
Campus name Arabic
A Xt Manal - Regular
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
2. HCT secondary logo construction - left aligned without campus name
Length of Higher Colleges of Technology is 4 times the width of HCT shield
Letter spacing is same as
height of English letter ‘H’
Space between
Shield is bottom-aligned to
logo type and logo shield
the HCT name baseline
is ‘H’
Typeface
Logo type English
Helvetica Neue LT Std Bold
Logo type Arabic
AXt Manal Bold
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
3. HCT secondary logo construction - left aligned with campus name
Length of Higher Colleges of Technology is 4 times the width of HCT shield
Letter spacing is same as
height of English letter ‘H’
ABU DHABI MEN’SÜÓ````£∏d »```Ñ`Xƒ`HCG
Letter height of campus name is
4/5 the height of
Higher Colleges of Technology
Shield is bottom-aligned to
the campus name baseline
Space between campus names -
Space between
Length of Arabic campus name is extended
English and Arabic is height of ‘H’
logo type and logo shield
to match the width English campus name
is ‘H’
Typeface
Logo type English
Helvetica Neue LT Std Bold
Logo type Arabic
AXt Manal Bold
Campus name English
Helvetica Neue LT Std - 55 Roman
Campus name Arabic
A Xt Manal - Regular
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
4. HCT primary logo construction - English only logo
Length of Higher Colleges of Technology is 4 times the width of HCT shield
Shield is above
3 x height of ‘H’
and aligned to baseline
of Arabic letters
Letter spacing is same as
ABU DHABI MEN’S
Letter height of campus name is
height of English letter ‘H’
4/5 the height of
Higher Colleges of Technology
Typeface
Logo type (English)
Helvetica Neue LT Std Bold
Campus name (English)
Helvetica Neue LT Std - 55 Roman
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
5. HCT primary logo construction - Arabic only
Length of Higher Colleges of Technology is 4 times the width of HCT shield
Shield is above
3 x height of ‘H’
and aligned to baseline
of Arabic letters
ÜÓ````£∏d »```Ñ`Xƒ`HCG
Letter spacing is same as
Letter height of campus name is
height of English letter ‘H’
4/5 the height of
Higher Colleges of Technology
Typeface
Logo type Arabic
AXt Manal - Bold
Campus name Arabic
A Xt Manal - Regular
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.5 Typography - English and Arabic
1. Primary Typeface
2. Digital Typeface
Helvetica Neue LT Std font family is selected as the primary typeface. This font can
Arial and Calibri are the digital typefaces for Arabic and English languages. These
be used for all body copy, headings and captions.
will be used for all digital applications including material generated in the office
environment, as well as email correspondence. (e.g. Word documents, Excel
sheets, PowerPoint presentations, Reports).
Helvetica Neue LT Std font family
Arial Font Family
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
Calibri Font Family
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
ABCDEFGHIJKLMabcdefghijklm?!()@123456789
A Xt Manal Regular
Arial Regular
�أ ت ث ج خ ذ ز �ش �ض ظ غ ف ق ك م ن ة ! ؟ ( )
أ ت ث ج خ ذ ز ش ض ظ غ ف ق ك م ن ة ! ؟ ( )
A Xt Manal Bold
�أ ت ث ج خ ذ ز �ش �ض ظ غ ف ق ك م ن ة ! ؟ ( )
Arial Bold
أ ت ث ج خ ذ ز ش ض ظ غ ف ق ك م ن ة ! ؟ ( )
A Xt Manal BLack
�أ ت ث ج خ ذ ز �ش �ض ظ غ ف ق ك م ن ة ! ؟ ( )
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.6 Colour Palette - Primary
1. Primary Colour Palette
R0, G149, B64
Pantone Solid Coated 347 C
C100 M0 Y100 K0
#009641
To assist commercial printers and to maintain consistency, the
colours used for HCT’s identity are specified herein. Formal
applications of HCT’s identity are reproduced in four colours, using
R0, G0, B0
C M Y K100
#000000
Pantone Process Black
the Pantone Matching System (PMS) or CMYK colours shown
below. In less formal applications a one-colour greyscale version
(black with screen variations) is acceptable.
Pantone Solid Coated Red 032 C
C M100 Y100 K
R227, G6, B19
#E30513
For applications of HCT’s identity in a web-based environment use
the RGB equivalent of PMS. The colours as they appear on this
C100 M85 Y4 K16
R30, G52, B124
#1D337C
Pantone 2747C
page, or on your computer, may not be precise due to variations
in printers and monitors. Use PMS, CMYK, and RGB values as
identified.
Pantone 425 C
R86, G86, B86
C M Y K80
#565656
C M Y K35
R189, G189, B189
Pantone Cool Grey 4 C
#0BCBCBC
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.7 Colour Palette - Academic Divisions
These are the colours that can be uses as accent to emphasis or distinguish elements pertaining to each Academic Division
Pantone 7598C
CMYK: 0,80,82,21
Pantone 258C
CMYK: 60,78,0,0
#c34429
RGB: 196,69,41
#814d99
RGB: 129,77,153
Applied Communications Division
General Studies Division
Pantone 360C
CMYK: 57,0,89,0
Pantone 7758C
CMYK: 0,11,91,14
#80bb43
RGB: 127,187,67
#e6c60e
RGB: 230,198,14
Foundations Division
Business Division
Pantone 637C
CMYK: 70,0,9,0
Pantone 7423C
CMYK: 0,71,27,0
#1fbae0
RGB: 28,186,224
#ed6a87
RGB: 237,106,135
Health Sciences Division
Computer Information Science Division
Pantone 7461C
CMYK: 97,44,0,0
Pantone 5625C
CMYK: 58,27,60,16
#0072bb
RGB: 0,114,187
#708b6b
RGB: 112,140,107
Military and Security Division
Education Division
Pantone 4725C
CMYK: 0,37,37,35
#b58876
RGB: 181,135,117
Engineering Technology & Science Division
www.hct.ac.aeHCT COMMUNICATION AND BRANDING STYLE GUIDE
1.8 Black & White Single Colour Logo
1. With or without half-tone dots
This type of logo is used in:
• Applications where reproducing colour prove to be difficult, impossible or costly
• For single colour special applications, e.g. foil stamping, fax forms, stamps, black and white
newspaper adverts, blind embossing and debossing
Positive B/W logo
• Use single colour without half-tone dots logo where logo is micro-sized
2. Using reversed logo
If the background colour is greater than 30% of tonal value, the reverse
Reversed logo
white logo can be used. Otherwise use Positive B/W logo.
Without half-tone dots
It is best to use HCT single colour logo on background of HCT primary
colours.
Reversed logo
With half-tone dots
Reversed logo
www.hct.ac.aewww.hct.ac.ae
