BRAND
GUIDELINE
لـ��نامج تنمية القـــدرات الب��يــة
Human Capability Development Program
النسخــة 2.0
Version 2.0بســــــم الله الرحمن الرحـــــيمINDEX
01 | Our Brand
03 | Typography
05 | Iconography
07 | Imagery
Imagery e�ects
Introduction
Icons by category
Primary fonts
Imagery applications
Brand personality
Icons usage
Presentations’ font colors
Core objective
Flags
08 | Layouts
04 | Colors
02 | Brand Mark
06 | Pattern
Corporate stationery
Primary
Establishment
Pattern formation
Co-branding
Logo usage
Structure
Pattern usage
Primary tints
Pattern examples
Secondary
Secondary tints
Designed & developed by the Corporate Contamination Department
at the Human Capability Development Program - cc@hcdp.gov.saOUR BRAND
Introduction
Vision & Mission
Core Objective
01
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0�e Kingdom’s vision for 2030 was introduced in 2016.
It aspires to a strong, thriving,and stable Saudi Arabia
that provides opportunities.
�e Human Capability Development Program aims to prepare a citizen who can compete
globally, by enhancing values, knowledge and skills of the 21st century targeting all ages from
early childhood to post-retirement.�e program is also concerned with developing a solid
foundation for all citizens preparing them for the future local and global labor market to meet
the 4th Industrial Revolution requirements and to provide life-long learning opportunities.
01
OUR BRAND
Introduction
05Brand personality
ACCOUNTABILITY
CONTINUOUS LEARNING
EMPOWERMENT
Stems from the responsbality for making
It’s the only program that’s been called “the human
One of the main objectives of the program
a change that comes along with the
program” because it works towards empowering
that translates to the brand of HCDP, as it
is a continuously growing brand
scope of the program
humans through its mission and vision
01
OUR BRAND
Brand personality
06THE PREPARATIONA OF A CITIZEN
WHO CAN COMPETE GLOBALLY
starts here
01
OUR BRAND
Core Objective
07BRAND MARK
Establishment
Structure
02
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0ESTABLISHMENT
Structure brings order, rhythm, and
comfort to any brand. It also
establishes your playing field.
�e structure of the Human Capability
Development Programs’s logo is
extracted from the 2030 Vision logo
as it reflects its vision and is part of its
main objectives.
Human Capability
2030 Vision
Development Program
EXTRACTION
01
BRAND MARK
Establishment
09HCDP LOGOS
Main dual language logo to be used in the media
and across all social media channels
Main English Logo to be used only when needed,
it should be replaced by the dual language logo
Main Arabic Logo to be used formally and in o�cial
letters, it can be replaced by the dual language logo
Emblem is to be placed next to the copy at all times, as the
emblem is not a standalone logo, except in certain areas
HCDP determines upon reviewal.
02
BRAND MARK
Usage
10TYPOGRAPHY
Primary fonts
Presentations’ font colors
03
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0PRIMARY FONTS
SAKKAL MAJALLA (EN)
SAKKAL MAJALLA (AR)
Presentation
Presentation
Our primary font is the 'Sakkal
ABCDEFGHIJKLMNOPQRSTUVWXYZ
برنامج تنمية القدرات ال�شر�ة
Majalla' font for presentations and
‘Bukra’ for internal and external
ABCDEFGHIJKLMNOPQRSTUVWXYZ
برنامج تنمية القدرات ال�شر�ة
communication, which should be used
for all titles and body text.
Layouts should be clean and simple.
29LT BUKRA (EN)
29LT BUKRA (AR)
Provide clear space between headings
and content as shown.
Internal and external communication
Internal and external communication
Email font suggestion:
برنامج تنمية القدرات البشرية
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calibri or Arial at a 12pt
برنامج تنمية القدرات البشرية
ABCDEFGHIJKLMNOPQRSTUVWXYZ
برنامج تنمية القدرات البشرية
ABCDEFGHIJKLMNOPQRSTUVWXYZ
برنامج تنمية القدرات البشرية
ABCDEFGHIJKLMNOPQRSTUVWXYZ
برنامج تنمية القدرات البشرية
ABCDEFGHIJKLMNOPQRSTUVWXYZ
MYRIAD (AR)
Internal and external communication (Preferred for Media Usage)
برنامج تنمية القدرات الب��ية
برنامج تنمية القدرات الب��ية
برنامج تنمية القدرات الب��ية
03
TYPOGRAPHY
Primary fonts
12PRESENTATIONS’ FONT COLORS
�ese are standard type colors for
presentations using blue, black, gold, and gray.
Any primary headline 28 point sizes or smaller if the title is too long.
Title of Slide
عنوان الشر�حة
28pt
Use Sakkal Majalla Bold.
Headings should always be lower case apart
from the first letter of a phrase. Always use
Sakkal Majalla for presentations (28 point in
Title of Slide
عنوان الشر�حة الفر��
PPT). Ensure there is su�cient space around
Small secondary headline will be 20 point sizes or Smaller can
20pt
the heading.
be in Sakkal Majalla Bold.
Body text should always be lowercase apart
from the opening letter of a sentence. Font
Body of Slide
نص الشر�حة
should either be Sakkal Majallaor Tahoma for
Body of Slide
نص الشر�حة
Body will be 18 point sizes or Smaller in Sakkal Majalla Bold/Regular.
18-16-14pt
numbers as design elements. �e minimum
Body of Slide
نص الشر�حة
font size for body copy is 12 point to ensure
your text is legible. Minimum 20, and body
text should never be bigger than the Headings.
Body of Slide
نص الشر�حة
Highlighted body will be 18 point sizes or Smaller in Sakkal
18-16-14pt
Body of Slide
نص الشر�حة
Majalla Bold/Regular.
Body of Slide
نص الشر�حة
Body of Slide
نص الشر�حة
Highlighted body will be 18 point sizes or Smaller in Sakkal
18-16-14pt
Body of Slide
نص الشر�حة
Majalla Bold/Regular.
Body of Slide
نص الشر�حة
11pt
Footer and page number should be 11 point sizes or smaller
برنامج تنمية القدرات ال�شر�ة Human Capability Development
03
TYPOGRAP…COLORS
Primary
Logo usage
Primary tints
Secondary
Secondary tints
04
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.010%
20%
20%
50%
PANTONE 5473CP
PANTONE 7712C
PANTONE 427C
PANTONE 7555CP
CMYK 88, 44, 51, 20
CMYK 84, 29, 36, 2
CMYK 10, 8 , 8, 0
CMYK 15, 37, 100, 0
RGB 24, 102, 107
RGB 0 , 144 , 158
RGB 226, 225, 225
RGB 217, 161, 38
04
COLORS
Primary
15White - on dark blue background
White - on blue background
Original - on white background
White - on gold background
White - on black background
Grey - on white background
04
COLORS
Logo usage
16PRIMARY
�e primary colors represent
professionalism.
�e three colors should be used alongside
90%
80%
70%
60%
50%
40%
30%
20%
10%
100%
according to the following proportions. Use
RGB on-screen, HEX formulas for digital use.
CMYK and Pantone colors are for print
#008B99
applications. Please note that the colors
formula, are provided here and must be
specified individually for each color.
#18666B
Do not use the automated color conversion
tools in your so�ware.
#E2E1E1
#D9A126
04
COLORS
Primary tints
17SECONDARY
PANTONE 2154CP
PANTONE 4136CP
PANTONE 2226CP
�e secondary colors complement the main
colors and give the brand more diversity and
flexibility. Use RGB on-screen, HEX formulas for
digital use. CMYK and Pantone colors are for print
applications. Please note that the colors formula
CMYK 100 , 78, 24, 8
CMYK 59, 46, 41, 9
CMYK 60, 3, 25, 0
are provided here Do not use the automated
RGB 0 , 74, 130
RGB 111, 120, 127
RGB 91, 191, 195
color conversion tools in your so�ware.
HEX #004A82
HEX #6F787F
HEX #5BBFC3
Please note: Secondary colors should only be
used in infographics as well as special occasions
such as holidays and international days.
Secondary colors should not be used in
combination with the main color palette.
PANTONE 683CP
PANTONE 2243CP
CMYK 42, 87, 46, 24
CMYK 81, 20, 60, 3
RGB 128, 55, 84
RGB 33, 148, 125
HEX #803754
HEX #21947D
04
COLOR PALETTE
Secondary
18SECONDARY
�e secondary colors complement the main
colors and give the brand more diversity and
flexibility. Use RGB on-screen, HEX formulas for
digital use. CMYK and Pantone colors are for print
applications. Please note that the colors formula
90%
80%
70%
60%
50%
40%
30%
20%
10%
100%
are provided here Do not use the automated
color conversion tools in your so�ware.
#004A82
Please note: Secondary colors should only be
used in infographics as well as special occasions
such as holidays and international days.
Secondary colors should not be used in
#6F787F
combination with the main color palette.
#5BBFC3
#803754
#21947D
04
COLOR PALETTE
Secondary
19ICONOGRAPHY
Icons by dep.
Icons usage
Flags
05
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0STRATEGY
ICONOGRAPHY
Iconography is a unified visual language that
can be understood by people from di�erent
locations and cultures. �e iconography
system of HCDP is customized to fit the
practical and visual needs of the program.
INITIATIVES
COMMUNICATION
05
ICONOGRAPHY
Icons by dep.
21PERFORMANCE
SHARED SERVICES
Human
Resources
Information
Technology
Finance
05
ICONOGRAPHY
Icons by dep.
22Two alterations when on white background
White icon when used on darker background
Gray icon when used on light gray background
Two alterations when on white background
White icon when used on darker background
Gray icon when used on light gray background
05
ICONOGRAPHY
Icons usage
2305
ICONOGRAPHY
Flags
24PATTERN
Pattern formation
Pattern usage
Pattern examples
06
Human Capability Development Program
Version 2.0�e patterns are derived from presenting the resonance of the impact of the
program, locally (the core of the emblem) and globally (the outer star)
06
PATTERN
Pattern formation
25PATTERNS APPLICATION
�e patterns are to be used as shown for
consistency purposes.
Dark background vs light background
06
PATTERN
Pattern usage
26PATTERNS APPLICATION
�e patterns are to be used as shown for
consistency purposes.
Dark background vs light background
06
PATTERN
Pattern usage
27IMAGERY
Imagery e�ects
Imagery applications
Photography and imagery style
07
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0Directed warm sunlight
IMAGERY APPLICATION
Images are to be put an e�ect on as shown
in the samples here.
Hopeful, dreamy, sunny, airy, and simple,
these are the key words that should
describe the imagery used in the program’s
visuals, internally and externally.
�e lighting should be light and bright, it
should contain some sunshine glare.
07
IMAGERY
Imagery e�ects
29Designs’ overall look and feel
07
IMAGERY
Imagery applications
30LAYOUTS
Corporate stationery
Co-branding
08
HUMAN CAPABILITY DEVELOPMENT PROGRAM
Version 2.0CORPORATE STATIONERY
When creating corporate stationery out of
the HCDP guideline, use the patterns as
shown in section (06) as the usage should
be straight forward. Follow the shown
Solo logo to be placed in
recommendation of usage.
the upper right corner or
co-branding alongside
Vision 2030 Logo
A pattern extending from a corner in the
front and a knock-out blue in the back is the
primary design approach for stationeries.
Body copy to be shi�ed
down towards the middle
Pattern to be at 25%
opacity in the le� corner
08
LAYOUTS
Breakdown
32PROGRAM CO-BRANDING
�e use of the brand identity of Vision
2030 has been approved by the Strategic
Management O�ce and how to
incorporate other programs' and entities'
logos correctly in designs and other
creative or technical materials such as
infographics, videos, or key visuals.
31.5 px
31.5 px
31.5 px
31.5 px
31.5 px
31.5 px
08
LAYOUTS
Co-branding
33If you have any questions or concerns about
the brand guideline, please reach out to the
Corporate Communication Department at the
Human Capability Development Program at
cc@hcdp.gov.sa
34THANK YOU
HCDP Brand Guideline Version 2.0
