Ministry of Energy

Ministry of Energy

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المملـكــة العـربـيــة السـعـوديـــة KINGDOM OF SAUDI ARABIA BRAND IDENTITY MANUAL www.moenergy.gov.sa
المملـكــة العـربـيــة السـعـوديـــة KINGDOM OF SAUDI ARABIA 1.0 BRAND BASIC www.moenergy.gov.sa
1.1 BRAND BASIC BRAND VISUAL IDENTITY It depicts the source of the World's energy, pulsing with vitality and variety of innovations and dynamic. Representing the Kingdom's essential role in producing and supplying energy to Saudi Arabia and all the World. Logo's auras depict the spaces of Ministry of Energy's integrated production of energy in various types, from traditional to renewable and nuclear energy in a harmonious motion. These spaces that surrounding us, covering the globe and its energy needs, and it's surrounding the map of Saudi Arabia, the home of energy. The national symbol was designed in modern and minimalist style. The brand mark's colors are inspired by the specialization and values of Ministry of Energy and the environment of Saudi Arabia, in a harmonious color combination. Dark blue is a brand equity, its emphasizes a professional international business sense, leadership, reliability and marine energy sources. Gold represents the wisdom, superiority, wealth and land energy sources. Sky Blue represents efficiency, Dynamism, and sky energy sources. Green represents Saudi's national color, sustainability and growth. The brand mark employs a new typeface design that signals local international leader, professional, modernity. BRAND IDENTITY MANUAL 3
1.2 BRAND BASIC BRAND MARK LOCK-UP (MASTER VERSION) Ministry of Energy's brand mark consists of glowing globe's energy icon (called brand symbol) and the brand name (called logotype). Serving as the main brand signature, the brand mark appears in the shown lockup in a dynamic and modern horizontal flow, in Arabic reading direction. The figure displays the lockup guidelines which are only relevant when a brand mark reconstruction is needed, such as to build a 3D implementation. X 44%X Use always the master file, which is available in all common formats, and do not attempt to re-build the brand mark. X 20%X 135%X Brand Symbol Brand Logotyoe BRAND IDENTITY MANUAL 4
1.3 BRAND BASIC BRAND MARK LOCK-UP (VERTICAL VERSION) In rare cases, the use of a vertically configured brand mark is necessary, such as on pylon signs. The shown lockup offers the solution, using a central alignment of all brand mark components as demonstrated. X Use always the master file, which is available in all common formats, and do not attempt to re-build the brand mark. X 20%X 44%X 135%X BRAND IDENTITY MANUAL 5
1.4 BRAND BASIC BRAND MARK SPACING To protect the brand mark from overlapping other elements, and to maintain its appearance optimally, it must be protected with a clear space surrounded by all sides. The brand marks should always be protected at a distance of a half of the symbol height from the upper and bottom edge and half of the symbol width from right and left edge of any print or on-screen application. X This applies to all versions of the brand mark. Its placement on right and correctly measured spacing from the edge relative to the brand mark will ensure a consistent identity. 50%X The shown guideline defines the ideal clear space around the brand mark, and it demonstrates how the logo fills the rectangle space, leaving the minimum clear spaces on all sides of the brand 50%X mark. BRAND IDENTITY MANUAL 6
1.5 BRAND BASIC BRAND MARK PLACEMENT Correct placement of the brand mark will help ensure the integrity of Ministry of Energy's visual identity. Whenever possible, the brandmark should appear in the upper right on Arabic or bilingual applications and in the upper left on English applications. If the format is vertical or narrow, like a pylon, the brandmark should appear in the upper center with consideration of the clear space guide. ENGLISH CONTENT محتوى عربي Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do لوريم إيبسوم هو ببساطة نص شكلي )بمعنى أن الغاية هي الشكل eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut وليس المحتوى( ويستخدم في صناعات المطابع ودور النشر. كان لوريم enim ad minim veniam, quis nostrud exercitation ullamco laboris إيبسوم ولايزال المعيار للنص الشكلي منذ القرن الخامس عشر عندما nisi ut aliquip. قامت مطبعة مجهولة برص مجموعة من الأحرف بشكل عشوائي أخذتها من نص. BRAND IDENTITY MANUAL 7
1.6 BRAND BASIC BRAND GRAPHICS Our brand graphics expresses our visual identity strengthening Ministry of Energy. It will be used throughout the brand applications, creating a unifıed visual style for the entire brand. It depicts the source of energy in a vibrancy and dynamic motion, it is a simplifıed and modern. Primary Graphics Supporting Graphics Primary Reverse Graphics BRAND IDENTITY MANUAL 8
1.7 BRAND BASIC HIERARCHY The brand mark represents Ministry of Energy as a signature, and therefore appears in every touch point with its audience. To manage this brand behaviour, follow here shown branding hierarchy: 1st Rank Branding المملـكــة العـربـيــة السـعـوديـــة KINGDOM OF SAUDI ARABIA This is the main form of branding, using the full brand mark for the master and sub-brands alike. الاسم الثلاثي للموظف It is used mainly in brand applications for المسمى الوظيفي employee@me.gov.sa recognition and communication purposes. 2nd Rank Branding The brand symbol represents Ministry of Energy when an application does not allow the use of a full brand mark. 1st Rank Branding 2nd Rank Branding BRAND IDENTITY MANUAL 9
1.8 BRAND BASIC MININUM SIZE To ensure sufficient branding, apply the minimum size rule when placing the brand mark on any communication or advertising material. Brand identity applications reproduce the logo in an optimum size, please use the provided templates. 10 MM Some applications may require micro sizes. As example: fitting a small area on a plastic card, in such cases the use of the micro size mono-color logo is only allowed and considered exceptional. Further 10 MM size reduction is not permitted. Size measurement is based on the height/width of Minsitry of Energy symbol. Mininum Size 5 MM 5 MM Micro Size BRAND IDENTITY MANUAL 10
1.9 BRAND BASIC BRAND MARK VERSIONS The preferred reproduction of Ministry of Energy brand mark is in its positive full color version on white background. Alternatively, the logo may be reversed only out of Ministry of Energy dark Blue background color from the brand primary palette, in order to secure enough contrast for proper visibility and brand recognition Main Version Main Reverse Version purpose. Use the monochrome (single color) version for special reproduction, such as special ink and paint. The monochrome reverse is the main brand mark version in use for logo placement on color backgrounds. When production limitation exists and the use of a full color logo is not possible, the grayscale version is to be applied and not an automatic conversion. Monochrome Version Monochrome Reverse Version Rarely, the use of bitmap (black and white) version is necessary. Example: fax transmissions, stamps and film exposure for special finishes such as foil blocking and embossing dyes. Grayscale Version Bitmap Version BRAND IDENTITY MANUAL 11
1.10 BRAND BASIC ACCEPTABLE BACKGROUNDS The figures demonstrate examples of permitted backgrounds for placing Ministry of Energy's brandmark. The main focus is on securing enough visibility and contrast to preserve visibility and maintain consistent branding. Ministry of Energy's brandmark shall preferably appear on white background or dark Blue background. It is NOT permitted to place the main logo versions on another background colors. White Dark Blue BRAND IDENTITY MANUAL 12
1.11 BRAND BASIC UNACCEPTABLE BACKGROUNDS The figures show examples of non-permitted brand mark placements. Reason here is the reduced contrast and loss of logo clarity. Avoid using alien colors and apply a suitable color from the supporting palette for placing the positive brandmark version on solid backgrounds. Primary colors offer tints for the same purpose. Do not place on a corporate color with insufficient contrast Heterogeneous, busy or patterned photographic backgrounds harm the needed brand mark visibility and are therefore not permitted. Do not use gradient Do not use an alien or non-corporate color Do not place the logo on the heterogeneous photographic background BRAND IDENTITY MANUAL 13
1.12 BRAND BASIC MISUSE Shown in the figures are some unacceptable uses of Ministry of Energy's brand mark. The brand mark should always be reproduced from the master artworks, do not reconstruct the logo. The brand mark should never be altered, redrawn, recolored or manipulated in any Do not use alien colors Do not distort the logo Do not alter the logo color way. It is not allowed to append more descriptors to the logo, such as department names. Please ensure that Ministry of Energy's brand mark is used correctly at all times. Do not reproduce Do not reproduce with Do not reproduce Do not outline the logo with low resolution incorrect color values Do not change component Do not add elements Do not remove elements Scale Proportionally proportion or configuration (HOLD THE SHIFT BUTTON) BRAND IDENTITY MANUAL 14
1.13 BRAND BASIC PRIMARY BRAND COLORS For consistent brand recognition, Ministry of Energy owns a primary color that form the front line signals with strong recall value. They are mainly present in the brand mark and appear first in brand Primary Colors Palette applications. And it uses a set of secondary colors to complement its brand personality expression and Pantone 3025 C support the use of prime colors. 100, 65, 37, 22 CMYK Although Pantone® color values are available to 5, 72, 105 RGB #054869 WEB serve Ministry of Energy as spot colors where applicable, the brand uses process color reproduction - with CMYK values - in most brand applications and communication. For digital 80% 60% 40% 20% applications use the RGB and web values. Use the full color brand mark unless a single color Pantone 7548 C Pantone 7481 C Pantone 2995 C Pantone Metallic 8580 C production is inevitable, such as sticker, paint 0, 23, 100, 0 CMYK 75, 0 , 95, 0 CMYK 75, 7, 0, 0 CMYK 29, 49, 79, 19 CMYK reproductions, and micro size logo. 254, 200, 11 RGB 35, 173, 55 RGB 0, 169, 224 RGB 162, 118, 64 RGB #FEC80B WEB #23ad37 WEB #00a9e0 WEB #a27640 WEB Do not use automatic conversion of the Pantone values into process or additive colors. 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% BRAND IDENTITY MANUAL 15
1.14 BRAND BASIC SECONDARY BRAND COLORS Ministry of Energy uses a set of secondary colors to complement its brand personality expression and support the use of prime colors. Secondary Colors Palette This palette offers practical sets of colors that cover all design needs, to communicate to a broad Pantone 7536 C Pantone 7536 C Pantone Cool Gray 8 C Pantone 5493 C audience a variety of offerings and messages, and stretch from light to dark, warm to cold and include 11, 13, 0, 35 0, 60, 0, 30 0, 0, 0, 60 53, 15, 25, 10 CMYK CMYK CMYK CMYK a range of neutral colors from the Pantone® color 168, 160, 134 91, 196, 191 140, 140, 140 125, 165, 175 RGB RGB RGB RGB #a8a086 #5bc4bf #8c8c8c #7DA5AF WEB WEB WEB WEB matching system. Please refer to the brand color system for more guide on color usage. 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% In lieu of Ministry of Energy’s colors values, which can be found in the current edition of the Pantone® Pantone 3298 C Pantone Black 6 C Pantone 7468 C Pantone 471 C formula guide, when reproduction restricts the use 100, 9, 65, 41 CMYK 60, 40, 40, 100 60, 0, 6, 40 22, 70, 93, 10 CMYK CMYK CMYK of spot colors, refer to alternate color values as 0, 106, 86 RGB 0, 0, 0 0, 122, 155 180, 86, 28 RGB RGB RGB applicable. #006A56 WEB #000000 #007a9b #B4561C WEB WEB WEB 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% BRAND IDENTITY MANUAL 16
1.15 BRAND BASIC COMBINING COLORS Master Combination To design the right color message, use a relevant combination of brand colors. The shown combinations are examples of different brand expressions by varying their color stress. Dominant colors are the most apparent in layouts and are general mood setters. They stress headings, titles, form background color or tone visual. Subordinate colors support the dominant color, occupy less space or have less weight. The are used as graphic devices. Accents are fillers are normally used as background, for framing text, elements and imagery. Accents should be sparely applied. Support Combination Dominant Subordinate Accent BRAND IDENTITY MANUAL 17
1.16 BRAND BASIC COLOR SYSTEM These color ranges have been specially selected to support Ministry of Energy's visual identity. They 3025 form a corporate palette that expresses the brand Metallic 8580 tte Black 6 ale attributes in the language of colors. s P 80% lor Ministry of Energy's color palette includes a bright Co Cool Gray 8 60% ry color range and a dark or muted color range. The 2995 ma colors serve as backgrounds for the corporate Pri 40% signature, area fillers and layout elements in all applications, except for the official items (Example: 20% stationery, only primary colors are used). 5493 7481 The selected collection provides enough flexibility for a designer to create suitable color combinations for all sorts of visual messages. It is allowed to use Ministry of Energy primary colors & their tints (down to 20%) in combination with solid colors or 7468 7548 tints from this palette only. Se co nd ary C 7536 471 olo rs Pa let te 7536 3298 BRAND IDENTITY MANUAL 18
1.17 BRAND BASIC COLOR SYSTEM USAGE A color tint is a mixture of a color ink and white in order to reduce its opacity and make it light and Tone transparent. Ministry of Energy color tints should only be used in support of primary and secondary colors as a way to Tint Tone extend these full tone colors for specific application needs, such as creating charts, graphs, video, web or user interfaces, and layout backgrounds in general. Tint Tone Tints can be used to create layout hierarchy, separate color spaces, construct overlays and extend core colors. They can extend the range of primary and secondary colors, it is important though to be Tint judicious when using the combination of colors: too many colors can create unwanted complexity in a design. MAIN HEADLINE SUB-HEADING Tints should never be used independently from full Paragraph Heading in Fedra Sans Pro Bold tone colors of the brand palettes. Intro paragraph in Fedra Sans Pro Demi. Blind text accumsan et iusto praesent luptatum delenit augue ipsum duis dolore te feugait facilisily feugiat. Paragraph Heading in Fedra Sans Pro Bold – This paragraph of example copy shows how to form bulleted copy and similar forms of text subdivisions to enable you to compare styles. – This paragraph of example copy shows how to form bulleted copy to compare styles, weights and sizes of type that are available. To highlight a part of the text: conse tetuer adip iscing elit. Suspendisse sodales nulla. Etiam sed risus. Etiam velit. Nulla vel …
1.18 BRAND BASIC COLOR SPACE The big variety of Ministry of Energy’s Communication Color Space communication to such a broad audience demands 60% 17% 11% 3% 3% 5% 1% not only careful selection of color tones, but also combining them appropriately. Shown is percentage of color space usage of Ministry of Energy’s layout. Visual Image White Space Dark Blue Gold Sky GreenYellow Blue Communication Color Space 44% 30% 3% 3% 5% 14% 1% 20% Cool Gray 8 White Space Dark Blue Green Sky Gold Yellow Blue Environmental Color Space 57% 27% 9% 1% 3% 3% White Space Dark Blue Green Sky Gold Yellow Blue BRAND IDENTITY MANUAL 20
1.19 BRAND BASIC BRAND FONT How to use Ministry of Energy brand font To maintain a coherent brand identity, Ministry of Energy uses a set of compatible Arabic and Latin typefaces as its brand font. These adjacent sets are supported by a family of weights; all together reflecting the brand through the use of typography design. Arabic Latin ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Content text Content text abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Disclaimer Disclaimer 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Fedra Sans Pro Demi Ministry of Energy Demi Branding Branding ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Heading Heading Sub-Heading Sub-Heading abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Naming Naming Citation Citation 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Captions Captions Fedra Sans Pro Medium Ministry of Energy Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Paragraph heading Paragraph heading Text highlight Text highlight abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Fine Print Fine Print Notes Notes 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Fedra Sans Pro Bold Ministry of Energy Bold BRAND IDENTITY MANUAL 21
1.20 BRAND BASIC UNIVERSAL FONT When to use Ministry of Energy universal fonts To preserve the brand image, the use of this set of font is necessary for Microsoft Office applications, e-mail signature, soft files that are involved via e-mail or any other method and to work universally on all common platforms. Arabic Latin ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Content text Content text abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Disclaimer Disclaimer 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Segoe UI Regular Segoe UI Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Heading Heading Sub-Heading Sub-Heading abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Naming Naming Citation Citation 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Captions Captions Segoe UI Semibold Segoe UI Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ أ ب ت ث ج ح خ د ذ ر ز س ش ص Paragraph heading Paragraph heading abcdefghijklmnopqrstuvwxyz ض ط ظ ع غ ف ق ك ل م ن ه و ي Text highlight Text highlight Fine Print Fine Print 0123456789!@#$%& % $ # @ ! 9 8 7 6 5 4 3 2 1 0 Notes Notes Segoe UI Bold Segoe UI Bold BRAND IDENTITY MANUAL 22
1.21 BRAND BASIC TYPESETTING GUIDE How to use the Brand fonts Arabic Latin All applications shall follow a unified typographic style, which requires adherence to a typesetting guide. HEADINGS IN FEDRA SANS العنوان الرئيسي بخط مينيستري Using bold and light weights in Arabic, creates the PRO MEDIUM, UPPERCASE اوف إنيرجي ميديوم needed text differentiation. In Latin, headings and titles should always use title case (initial caps) and flush text SUB-HEADING IN FEDRA SANS PRO العناوين الفرعية بخط بخط مينيستري اوف alignment. Central text alignment is not allowed. Key MEDIUM, UPPERCASE إنيرجي مديوم messages that require extra stress can use the bold weight, example: quotes. Use true end dashes ( – ) and not hyphens ( - ). رؤوس الفقرات بخط مينيستري اوف إنيرجي بولد Paragraph Heading in Fedra Sans Pro Bold نموذج لنص التقديم وهذا النص ليس للقراءة. فقد وضع Intro paragraph in Fedra Sans Pro Demi. Blind text في هذا المكان لملء الحيز الذي سيشغله النص الصحيح accumsan et iusto praesent luptatum delenit augue Arabic Specifications لاحقا. وفائدته لنا في هذه المرحلة.. ipsum duis dolore te feugait facilisily feugiat. – Main Headings: Ministry of Energy Medium – Subheadings: Ministry of Energy Medium رؤوس الفقرات بخط مينيستري اوف إنيرجي بولد Paragraph Heading in Fedra Sans Pro Bold – Paragraph Heading: Ministry of Energy Bold – هذا النص ليس للقراءة.فقد وضع في هذا المكان لملء – This paragraph of example copy shows how to – Intro: Ministry of Energy Demi الحيز الذي سيشغله النص اصحيح لاحقا، وفائدته لن…
1.22 BRAND BASIC BRAND IMAGERY Our imagery is a visual expression tool of our brand personality. It has thus be Ambitious, Inspiring, Seasoned, Dynamic, Engaging and Pioneer. It is creating the scenes of our brand, and is integral to creating the consistent look of what we want to express. Our photography tells a visual story with two categories of images: Overly Posed Dated Technology Our Partners and Our World. These categories are described on the following pages, enabling you to choose from the same catalog of stock images, however in a way that differentiates Ministry of Energy brand. General Rules • We are real We avoid staged and overly posed shots. Image situations should feel Inappropriate Innuendo Controversial Reference authentic and with real people in credible situations. • We are engaing Our imagery shows the impact we have on people, individuals and the society at large. We like to show persons in reaction with the world around them and with partners. Our images depict true actions and achievements, they are not clichet nor superficial. • We are ambitious Our look is impressive with high sense of aesthetics. Images should be Cliché Religious Implications inspiring and appealing, never boring nor ordinary. BRAND IDENTITY MANUAL 24
1.23 BRAND BASIC BRAND IMAGERY Broad Perspective Human Gallery OUR PARTNERS THE PEOPLE WHO HAVE STAKE WITH US. The “PARTNERS” image category includes awide Personal Perspective variety of people in many locations, with a diverse range of business and energy needs. Our partners range from investors, business leaders, financiers down to the individual that cares for producing energy. Clearly defining your target audience before choosing images will ensure greater success in connecting with them. Qualities to look for in images that reflect our work are: Ambitious Inspiring Seasoned Dynamic Local-Global Modern Visionary Close-up Perspective Engaging Perspective BRAND IDENTITY MANUAL 25
1.24 BRAND BASIC BRAND IMAGERY Specialist in Action Human Gallery OUR WORLD WHAT WE DO AND HOW WE DO IT. This image category focuses on activity we are Teamwork in Action engaged in (something is happening, or happened). These images provide a view into our world and the future of energy, giving a glimpse of what is possible. Choose images that are aspirational and capture our inventive culture and creativity. Abstract imagery can also be used to represent the energy, advancement and innovation of our leadership. Qualities to look for in images that reflect our work are: Inventive Pioneer Energy Abstract / Sensual Superior Professional Genuine Visionary Aesthetic Gallery Corporate Abstract / Sensual Energy Field BRAND IDENTITY MANUAL 26
المملـكــة العـربـيــة السـعـوديـــة KINGDOM OF SAUDI ARABIA THANK YOU www.moenergy.gov.sa