abu dhabi islamic bank — مصرف أبوظبي الإسلامي

Guideline pages

Branding Book of the New ADIB 2020 BRAND GUIDELINES

Purpose of This Document Visual identity and style guidelines unify our communications and help make them clear, consistent and intentional. The following guidelines encompass proper use of the ADIB mark and logotype, the ADIB official fonts and colours to reinforce consistent application of visual elements in all our communications.

Content WELCOME TO OUR BRAND GUIDELINES 1.0 INTRODUCTION TO ADIB SMART BANKING Photography DANA Logo (English and Arabic) Sharia’a Compliance Banking Segments Overview 8.0 SMART BANKING ASSET USAGE Key Visual & Communication Approved Artwork Variations Values Colour Palette Considerations (Primary) Brand Mission ADIB Smart Banking + ADIB Money Smart Logo Brand Applications (Primary) Exclusion Zone and Minimum Size The Identity Origins Approved Artwork Variations Key Visual & Communication Logo - Correct Placement Logo Variants Polygons Considerations (Secondary) 2.0 ADIB ASSET USAGE - Arabic Brand Applications (Secondary) Communication Layouts and Examples - Bilingual ADIB Logotype Photography Exclusion Zone and Minimum Size Exclusion zone and Minimum size 4.0 ADIB CORPORATE STATIONERY Tone of Voice Communication Layouts Correct Logo Placement ADIB Masterbrand Digital Layouts Partner Logo - Correct Placement 6.0 DANA STATIONERY ADIB Diamond Basic Layout Consideration ADIB Fascia Logotype ADIB Gold DANA Gold The Halo Gradient 9.0 SMART BANKING VISUAL LANGUAGE DANA Diamond - Letterhead Secondary Logotypes - Business Card Logotypes on Backgrounds Polygons ADIB BUSINESS BANKING - Envelope (DL, A4, A3) Logotype Misuse Card Design - Complimentary Card Corporate Colour Palette Tone of Voice 7.0 ADIB BUSINESS IDENTIFIER USAGE - Notebook Corporate Fonts (English and Arabic) ADIB EXPRESS Business Identifier (English and Arabic) - Folder 3.0 ADIB VISUAL LANGUAGE Colour Palette - Certifi…

OVERVIEW Different studies show that millennials are looking for ways to live a bank-free existence in the future. Millennials are constantly looking for a trust-worthy financial partner who understand their needs and what they want. ADIB Money Smart aims to set up this shelter and assist them to get on the right track of their paths.

The combination of core elements makes up the essence of the brand. Our Values are: We are Transparent We are Shari’a Inspired We keep it Simple and Sensible We work for Mutual Benefit We nurture Hospitality and Tolerance 5 ADIB Brand Guidelines © March 2020 | Version 1.0

Our Mission is to become a top tier Islamic Financial Group To provide sustainable and customer-focused financial solutions by integrating responsible social, environmental and governance commitments into our operations, aiming to create value for our stakeholders. 6 ADIB Brand Guidelines © March 2020 | Version 1.0

1.4 | INTRODUCTION TO ADIB Identity Origins The New Identity portraying ADIB’s Values 1 1. The identity’s spherical shape symbolizes the global reach and appeal of the brand. Its glass like quality and three dimensional form communicates a sense of transparency, clarity and purity. 2. The overlapping crescent shapes represent community and partnership. These shapes symbolize the phases of the moon which are key markers of the Islamic calender. 3. The 7 pointed star is symbolic of the 7 Emirates, located at the top right side of the identity. This signifies the brands 2 3 roots within the Islamic community and region, as the star shape rises and emanates from the East. 7 ADIB Brand Guidelines © March 2020 | Version 1.0

ADIB ASSET USAGE 8 ADIB Brand Guidelines © March 2020 | Version 1.0

2.1 | ADIB ASSET USAGE ADIB Logotype PRIMARY LOGO - Horizontal SECONDARY LOGO - Stacked ‘THE GLOBE’ symbol never appears alone except in special Vertical circumstances, such as certain signage (floor mats for example) and some promotional items. The Horizontal logo is to be used as the primary logo where possible. The Secondary logo is to be used in English communications, it has horizontal and stacked version. 9 ADIB Brand Guidelines © March 2020 | Version 1.0

2.2 | ADIB ASSET USAGE Exclusion Zone and Minimum Size Minimum Size 30mm Minimum Size 45mm The amount of clear space is calculated as follows: Clearance to the sides = X X = 1/2 of the Diameter of ‘The Globe’ Minimum Size 20mm An exclusion zone is specifically used around the logo for prominence. Minimum size refers to the smallest size that the identity can be reproduce at to ensure legibility. 10 ADIB Brand Guidelines © March 2020 | Version 1.0

2.3 | ADIB ASSET USAGE Correct Logo Placement The ADIB logo should appear in fixed positions across all brand communications. The fixed position should always be the top right hand corner of the given format. Placing the logo in any other way is not allowed. The example demonstrate the construction of a standard A4 Portrait Orientation Landscape Orientation grid format with ADIB logo placement. 11 ADIB Brand Guidelines © March 2020 | Version 1.0

2.4 | ADIB ASSET USAGE Partner Logo - Correct Placement The ADIB logo should appear in fixed positions across all brand communications. The fixed position should always be the top right hand corner of the given format. The only exception is for English focused communications where the ADIB logo can be placed in the same fixed position on the left side. Placing the logo in any other way is not allowed. Logos should not to be placed at the bottom of a roll up or wall banner so that it is not in close proximity to the floor. The example demonstrate the construction of a standard A4 grid format with ADIB logo placement. 12 ADIB Brand Guidelines © March 2020 | Version 1.0

2.5 | ADIB ASSET USAGE ADIB Fascia Logotype This format of the logotype has been created specifically and exculusively for use on bank fascia. 13 ADIB Brand Guidelines © March 2020 | Version 1.0

2.6 | ADIB ASSET USAGE The Halo Gradient WHITE BACKGROUNDS On white backgrounds, the globe has a gradiating grey or silver halo. CMYK HALO = 30% Black COLOURED BACKGROUNDS When the identity sits on a coloured background, the halo is white and must blend into the background colour. HALO WHITE ON DARK BACKGROUND 14 ADIB Brand Guidelines © March 2020 | Version 1.0

2.7 | ADIB ASSET USAGE Secondary Logotypes 1 2 3 1. Grayscale logotype 2. Single-colour brandmark on white background. 3. Flat Tint Tri-tone logotype 15 ADIB Brand Guidelines © March 2020 | Version 1.0

2.8 | ADIB ASSET USAGE Secondary Logotypes ADIB LOGOTYPE IN COLOUR For maximum impact the ADIB logotype should appear in full colour on a white background. ADIB LOGOTYPE IN GRAYSCALE A grayscale version can be used where full colour printing costs are prohibitive or where a special application of the logo is required. PHOTOGRAPHIC OR TEXTURED BACKGROUND The ADIB logo must be legible. It should not appear in areas of high contrast or where the background is too close in terms of colour and tone. COLOUR BACKGROUND The full colour logotype may be used on coloured backgrounds as long as a light, or dark enough colour is used for enough contrast. 16 ADIB Brand Guidelines © March 2020 | Version 1.0

2.9 | ADIB ASSET USAGE Logotype Misuse 5 1 2 6 1. Do not reposition any of the brandmark elements. 2. Do not use the wordmarks without the ‘globe’ symbol. 3. Do not rotate or change the angle of the ‘globe’ symbol. 4. Do not include any text or graphic within the exclusion zone. 3 7 5. Do not reproduce the mark in a tint or in any other colours. 6. Do not expand or condense the brandmark. 7. Do not substitute the text with other fonts. 8. Do not place logo over backgrounds that do not provide Banking as it Should be 4 8 enough contrast for visibility. 17 ADIB Brand Guidelines © March 2020 | Version 1.0

2.10 | ADIB ASSET USAGE Corporate Color Palette DARK BLUE BRIGHT BLUE PRIMARY COLORS Pantone 281 Pantone Process Cyan C Retail Segment C100 M72 Y0 K32 C100 M0 Y0 K0 Business Segment R0 G57 B120 R0 G158 B227 #003978 #009EE3 SECONDARY COLORS Diamond Segment Gold Segment Women’s Segment WOMEN’S BLUE GOLD SILVER Tints of the primary colour palette can be used as an Pantone 311 C Pantone 874 Pantone 877 accent colours for graphic devices. C69 Y 0 Y12 K0 C40 M50 Y75 K18 C0 M0 Y0 K30 Tints can be used at 10% intervals between 80% and 20%. R0 G193 B222 R140 G112 B75 R198 G198 B197 Avoid tints above 80%, ensure our 100% colours remain #00C1DE #8C704B #C6C6C5 distinct. Don’t use tints below 20%, avoids colours that look too weak. 18 ADIB Brand Guidelines © March 2020 | Version 1.0

2.11 | ADIB ASSET USAGE Corporate Typography (English) ABCDEFGHIJKLMNOPQRSTUVWXYZ Bliss Light abcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()+- ABCDEFGHIJKLMNOPQRSTUVWXYZ Bliss Regular abcdefghijklmnopqrstuvwxyz1234567890 !@£$%^&*()+- The primary font for all of our communications including ABCDEFGHIJKLMNOPQRSTUVWXYZ Bliss Bold Smart Banking is Bliss, supplied by www.faces.co.uk. Bliss was abcdefghijklmnopqrstuvwxyz1234567890 designed to function equally well as a text face for literature and for display text with ultimate legibility. Bliss bold is used !@£$%^&*()+- for all copy headers. For body copy Bliss regular should be used. USE OF ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Arial should only be used internally for PC abcdefghijklmnopqrstuvwxyz1234567890 applications such as Letter templates, document ABCDEFGHIJKLMNOPQRSTUVWXYZ templates and !@£$%^&*()+- PowerPoint slides. 19 ADIB Brand Guidelines © March 2020 | Version 1.0

2.12 | ADIB ASSET USAGE Corporate Typography (Arabic) ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن GE SS Two Light 9 8 7 6 5 4 3 2 1 ÷ ٪ « ! - ، × ( ) ٠ / +ـ . ٭ ؟ = ؛ : _ [ \ ] ‐ ” “ > < GE SS Two Medium ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن 9 8 7 6 5 4 3 2 1 ÷ ٪ « ! - ، × ( ) ٠ / +ـ . ٭ ؟ = ؛ : _ [ \ ] ‐ ” “ > < GE SS Two Bold ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن 9 8 7 6 5 4 3 2 1 ÷ ٪ « ! - ، × ( ) ٠ / +ـ . ٭ ؟ = ؛ : _ [ \ ] ‐ ” “ > < 20 ADIB Brand Guidelines © March 2020 | Version 1.0

VISUAL LANGUAGE

3.1 | ADIB VISUAL LANGUAGE The Polygons 100% Opacity - Ideal for application on white background Polygons act as the key visuals to represent the bridging between the new generation and ADIB’s smart and innovative With transparency and white lines - solution. The connections between different users, neurones, Ideal for application on top of images or coloured background or “peers” (p2p), are demonstrated visually by 2 main elements: segments formed by polygons and the white synapses”. Themed icons which relate to the product being communicated can be used alongside polygons. For example, travel icons such as an airplane, suitcase or passport etc might be used for a bonus miles themed communication. 22 ADIB Brand Guidelines © March 2020 | Version 1.0

3.2 | ADIB VISUAL LANGUAGE The Polygons Layouts and Examples The ADIB polygons should not overwhelm the creative or make the copy difficult to read. The polygons are to be used as a signature element which work around the main visual. Smile more this summer with an Etihad Holiday Voucher and bonus miles from ADIB! PAY SMART, The social media icons need to be positioned WIN SMART Planning a family holiday, an escape to a paradise island or a staycation? Sign-up for an ADIB Etihad at the base of the artwork and in a single colour Want to win one of 30 new Samsung Galaxy Note10 Platinum or Gold card and enjoy the below benefits: phones when using your ADIB Visa Covered Card? • First year annual fee waiver Simply use Samsung Pay and... • Etihad Platinum Covered Card holders receive a Etihad Holiday Voucher so as not to distract the eye from the main Win a new Samsung Galaxy Note10 by making the highest number of worth AED 2,000 and 100,000 bonus Etihad Guest Miles Samsung Pay transactions • Etihad Gold Covered Card holders receive a Etihad Holiday Voucher نزل تطبيق smartdealsاليوم ! worth AED 1,000 and 60,000 bonus Etihad Guest Miles Get 10% cashback on your restaurant and coffee shop transactions communication. Download the ADIB smartdeals app now! Hurry! Promotion ends on 31 August. Promotion runs from 25 September to 25 December, 2019. To apply for your Etihad Covered Card, SMS ‘FLY’ to 4655. To find out more, call 800 2882 or visit adib.com/samsung Terms & Conditions apply. O…

3.3 | ADIB VISUAL LANGUAGE The Polygons Imagery نــتــطلع إلى استقبالكم في فرعنا الجديد We can’t wait to welcome you to our new branch Another example of how the Polygons can be used for our communication visuals. 24 ADIB Brand Guidelines © March 2020 | Version 1.0

3.4 | ADIB VISUAL LANGUAGE The Polygons Background For event backdrops this polygon background can be used. 25 ADIB Brand Guidelines © March 2020 | Version 1.0

3.5 | ADIB VISUAL LANGUAGE ADIB Corporate Icons There are 2 sets of ADIB smart corporate icons: Set1 is composed by clean thin lines. Set2 is filled with smart gradient color as the background. Both sets should always be shown as front or side views, they should never be shown at an angle (including 3/4 views) or in 3D style. Set 1 Set 2 26 ADIB Brand Guidelines © March 2020 | Version 1.0

3.6 | ADIB VISUAL LANGUAGE ADIB Corporate Icons - Bullets TAKAFUL “I go the extra mile to protect my Family” Sign up for any ADIB Family Takaful product and earn double Etihad Guest miles on your first payment Our Family Takaful plans are designed to protect you and your family by providing: Tailored Takaful solutions which cater to your needs at every stage of your life Flexible payment options Bullets Wide range of additional benefits Want to know more about our Takaful Products? ADIB terms and conditions apply. Contact our Takaful advisors to sign up today, Promotion is valid on all Family Takaful product sign ups within June and July 2019 Icons should visually communicate the intended Etihad Guest Miles will be credited throughout August and September 2019 Call to Action SMS XXX on 4655 or call 8002882 now. benefit in a clear and recognizable manner. 27 ADIB Brand Guidelines © March 2020 | Version 1.0

3.7 | ADIB VISUAL LANGUAGE Photography Inspirational models are recommended, including Emiratis, young westerners, Asians and Arabs. Ladies: To be dressed conservatively with no visible hair, heavy make up or nail polish. The Emirati dress code must always be followed and the veil should be worn correctly. Emirati ladies should always be presented in an Abaya with full head scarf “Shayla” in black. For non-Emiratis: Females above the age of 9 should wear a head scarf and dress conservatively. Male and females: A comfortable distance should be shown between males and females appearing in the same visual, and a child should always be placed in between them, again allowing a comfortable distance. Men: Facial hair should follow the cultural norms. PHOTOGRAPHY DON’TS Clichéd images should be avoided. Additionally, avoid using images that are overly re-touched and limit the use of blurry and silhouette images. 28 ADIB Brand Guidelines © March 2020 | Version 1.0

3.8 | ADIB VISUAL LANGUAGE Sharia’a Compliance Always ensure that images should be Shari’a compliant and should not offend the local culture values. Ladies and gents can be photographed only in a group with appropriate space between the genders. They can be photographed as a family unit with children in the middle. Both ladies and girls over 12 years of age need to be clothed decently and respecting the Shari’a norms and dress codes. When gents or ladies are dressed in the local costume it needs to follow the local standards and respect the culture. Over embellishment, accessorizing, makeup is not allowed. Simplicity is required. Hands and face gestures should be respectful and decent. 29 ADIB Brand Guidelines © March 2020 | Version 1.0

3.9 | ADIB VISUAL LANGUAGE Key Visual & Communication Print Area Considerations Primary VISUAL Visual to include a human talent looking directly into Visual the camera. Polygons should be present in all visuals (see slide 22). KEY COMMUNICATION MESSAGE Headlines should communicate the emotional benefit Polygon Variant of the product being promoted. This should ideally be communicated as a story and in the first person e.g. “I go the extra mile to protect my family”. Headline Headlines should be communicated using “speech marks” Key product benefits should be communicated through a These rules should be series of short and effective bullet points followed whenever possible The overall tone of voice for all communications should be across all ADIB banking Sub-Headline SIMPLE, FRIENDLY and EFFECTIVE. communications. Bullet Points In exceptional circumstances CALL TO ACTION these rules can be adapted to fit the campaign Masterbrand creative should use the marketing contact Call to Action requirements, but should number as a call to action, this will allow the marketing consider the above as much team to track the number of leads. The marketing contact as possible. number to be included is 8002882. 30 ADIB Brand Guidelines © March 2020 | Version 1.0

3.10 | ADIB VISUAL LANGUAGE Brand Applications Primary Outdoor Advertisment Poster Rollup Rack Brochure 31 ADIB Brand Guidelines © March 2020 | Version 1.0

3.11 | ADIB VISUAL LANGUAGE Key Visual & Communication Considerations Secondary Print Area NOW ENJOY THE BEST OF Headline ALL WORLDS Experience exclusive lifestyle and travel benefits Sub-Headline with the new ADIB Emirates Skywards Cards. Visual Complimentary Airport Fast track to Up to Global Emirates Home transfers Emirates 120,000 bonus Airport Lounge Check-in service in the UAE Skywards Gold Skywards Miles* access Bullet Points within Dubai tier membership and best earn rate To apply for your ADIB Emirates Skywards Card The PRIMARY approach should be followed for all campaigns, Call to Action SMS ‘ADIBEK’ to 4655, call 800 2882 or visit adib.ae/emirates except in special circumstances where the campaign is not suited and creative may be limited. On these occasions a 800 2882 creative license is given to deviate away from the primary Terms & conditions apply including ADIB Covered Card Terms and Conditions. *Subject to the applicable terms and conditions. 818452 537763 approach but all communications should remain on brand.’ 32 ADIB Brand Guidelines © March 2020 | Version 1.0

3.12 | ADIB VISUAL LANGUAGE Brand Applications Secondary Indoor Advertisment Billboard News Advert 33 ADIB Brand Guidelines © March 2020 | Version 1.0

3.13 | ADIB VISUAL LANGUAGE Brand Applications Secondary Outdoor Advertisment Billboard News Advert Outdoor Poster Advertisment 34 ADIB Brand Guidelines © March 2020 | Version 1.0

3.14 | ADIB VISUAL LANGUAGE Brand Applications Secondary Leaflets Flyers Online Banner 35 ADIB Brand Guidelines © March 2020 | Version 1.0

4.0 | ADIB CORPORATE STATIONERY Corporate Stationery Masterbrand 36 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.1 | ADIB CORPORATE STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White ص. ب أبوظبي ا�مــارات 313هاتف العـربية المتحدة : 2) 6100000 971+فاكـس :( 2) 6342222 ( خـدمة 971+الـهاتـف 600 543216 Print P.O.Box, 313 Abu Dhabi, United Arab Emirates Telephone (+971 2) 6100000 Facsimile (+971 2) 6342222 Coustomer Servise: 600 543216 CMYK 37 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.2 | ADIB CORPORATE STATIONERY Business Card The business cards will be used for all official contact and communication of ADIB. Place your data into ADIB business cards and give them to your customers and partners. Petr Klimes Global Head of Marketing Senior Vice President T +971 2 634 3000 F +971 2 667 9116 P.O.BOX 313 Abu Dhabi United Arab Emirates p.klimes@adib.ae adib.ae Business Card - Side A Dimensions +971 2 634 3000 85 x 55mm +971 2 667 9116 Weight 400 gsm Uncoated CX22 adib.ae p.klimes@adib.ae Diamond White Print CMYK Business Card - Side B 38 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.3 | ADIB CORPORATE STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner P.O.Box 34613 Abu Dhabi United Arab Emirates ص.ب. أبو ظبي، ا�مارات 34613المتحدة العربية Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 39 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.4 | ADIB CORPORATE STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 40 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.5 | ADIB CORPORATE STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Dimensions 310 x 415mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 41 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.6 | ADIB CORPORATE STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 42 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.7 | ADIB CORPORATE STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 43 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.8 | ADIB CORPORATE STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions 600 543216 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 44 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.9 | ADIB CORPORATE STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير P P A R E C I Certificate of Appreciation A T I O N This certificate is awarded to In recognition and appreciation for a job well done. Dimensions 210 x 297mm Samih Awadalla Weight Head of Retail Distribution 400 gsm Uncoated CX22 Diamond White Print CMYK 45 ADIB Brand Guidelines © March 2020 | Version 1.0

4.1.10 | ADIB CORPORATE STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. facebook.com/ADIB facebook.com/ADIB adib.ae adib.ae 600 54 3216 600 54 3216 ADIB TV ADIB TV @ADIB_Bank @ADIB_Bank ADIBstories ADIBstories @ADIBTweets @ADIBTweets Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 46 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2 | ADIB DIAMOND CORPORATE STATIONERY Corporate Stationery DIAMOND 47 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.1 | ADIB DIAMOND CORPORATE STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White Print ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 CMYK 48 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.2 | ADIB DIAMOND CORPORATE STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 49 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.3 | ADIB DIAMOND CORPORATE STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. 200 800 مقرلا ةدحتملا يناجملا313 ةيبرعلا تارام�ا يبظوبأ ب.ص adib.ae 200 800 Free Toll Emirates Arab United Dhabi Abu 313 P.O.Box Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 50 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.4 | ADIB DIAMOND CORPORATE STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. أبوظبي ا�مارات العربية المتحدة الرقم المجاني313 ص.ب 200 800 P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Dimensions 310 x 415mm Weight adib.ae 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 51 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.5 | ADIB DIAMOND CORPORATE STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 52 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.6 | ADIB DIAMOND CORPORATE STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 53 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.7 | ADIB DIAMOND CORPORATE STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions adib.ae 800 200 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 54 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.8 | ADIB DIAMOND CORPORATE STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير شهادة تقدير شهادة تقدير Certificate of Appreciation Certificate of Appreciation Certificate of Appreciation Awarded to Awarded to Thank you for your great service to ADIB. You have been a great team player. Thank you for your great service to ADIB. You have been a great team player. We wish you all the best in your future endeavors. We wish you all the best in your future endeavors. Dimensions 210 x 297mm Weight Adel Al Zarouni 400 gsm Uncoated CX22 General Manager, Real estate and Administration Diamond White Print CMYK 55 ADIB Brand Guidelines © March 2020 | Version 1.0

4.2.9 | ADIB DIAMOND CORPORATE STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 56 ADIB Brand Guidelines © March 2020 | Version 1.0

4.3 | ADIB DIAMOND ADIB DIAMOND Imagery 57 ADIB Brand Guidelines © March 2020 | Version 1.0

4.4 | ADIB GOLD ADIB GOLD Logotype Horizontal Stacked Vertical ‘THE GLOBE’ symbol never appears alone except in special circumstances, such as certain signage (floor mats for example) and some promotional items. The Horizontal logo is to be used as the primary logo where possible. 58 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5 | ADIB GOLD CORPORATE STATIONERY Corporate Stationery GOLD 59 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.1 | ADIB GOLD CORPORATE STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White Print ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 CMYK 60 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.2 | ADIB GOLD CORPORATE STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 61 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.3 | ADIB GOLD CORPORATE STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. 200 800 مقرلا ةدحتملا يناجملا313 ةيبرعلا تارام�ا يبظوبأ ب.ص adib.ae 200 800 Free Toll Emirates Arab United Dhabi Abu 313 P.O.Box Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 62 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.4 | ADIB GOLD CORPORATE STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. أبوظبي ا�مارات العربية المتحدة الرقم المجاني313 ص.ب 200 800 P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Dimensions 310 x 415mm Weight adib.ae 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 63 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.5 | ADIB GOLD CORPORATE STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 64 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.6 | ADIB GOLD CORPORATE STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 65 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.7 | ADIB GOLD CORPORATE STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions adib.ae 800 200 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 66 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.8 | ADIB GOLD CORPORATE STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير شهادة تقدير شهادة تقدير Certificate of Appreciation Certificate of Appreciation Certificate of Appreciation Awarded to Awarded to Thank you for your great service to ADIB. You have been a great team player. Thank you for your great service to ADIB. You have been a great team player. We wish you all the best in your future endeavors. We wish you all the best in your future endeavors. Dimensions 210 x 297mm Weight Adel Al Zarouni 400 gsm Uncoated CX22 General Manager, Real estate and Administration Diamond White Print CMYK 67 ADIB Brand Guidelines © March 2020 | Version 1.0

4.5.9 | ADIB GOLD CORPORATE STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 68 ADIB Brand Guidelines © March 2020 | Version 1.0

4.6 | ADIB GOLD ADIB GOLD Imagery 69 ADIB Brand Guidelines © March 2020 | Version 1.0

DANA - WOMEN’S BANKING Dana Women’s Banking is a new way to bank designed exclusively to cater to the needs of our female customers. An entirely new banking experience carefully designed keeping you in mind. Including special lifestyle privileges, all- women branches, professional female staff and much more!

DANA ASSET USAGE

5.1 | DANA ASSET USAGE DANA Primary Logo ‘CALLIGRAPHY’ symbol never appears alone except in special circumstances, such as certain signage (floor mats for example) and some promotional items. 72 ADIB Brand Guidelines © March 2020 | Version 1.0

5.2 | DANA ASSET USAGE DANA Logo - English + Arabic Bilingual English Arabic 73 ADIB Brand Guidelines © March 2020 | Version 1.0

5.3 | DANA ASSET USAGE DANA Banking Segments 74 ADIB Brand Guidelines © March 2020 | Version 1.0

5.4 | DANA ASSET USAGE Approved Artwork Variations FULL COLOR Use whenever possible. It will be used in most applications (Web, Advertising, Print and TV). Reproduce it in either CMYK or RGB. FULL-COLOUR REVERSE The full colour reverse logotype may be used on coloured backgrounds as long as a light, or dark enough colour is used for enough contrast. INCORRECT USAGE Do not reproduce DANA Logo in a tint or in any other colours. 75 ADIB Brand Guidelines © March 2020 | Version 1.0

5.5 | DANA ASSET USAGE DANA - Color Palette WOMEN’S BLUE TURQUOISE Pantone 311 C Pantone 3242 C69 Y 0 Y12 K0 C54 M0 Y24 K0 R0 G193 B222 R107 G218 B213 #00C1DE #8C704B DANA PRIMARY COLORS Retail Segment Business Segment SILVER GOLD Tints of the primary colour palette can be used as an Pantone 424 Pantone 874 accent colours for graphic devices. C54 M42 Y43 K27 C40 M50 Y75 K18 Tints can be used at 10% intervals between 80% and 20%. R112 G114 B113 R140 G112 B75 Avoid tints above 80%, ensure our 100% colours remain #C6C6C5 #8C704B distinct. Don’t use tints below 20%, avoids colours that look too weak. 76 ADIB Brand Guidelines © March 2020 | Version 1.0

5.6 | DANA ASSET USAGE Exclusion Zone and Minimum Size Minimum Size 14 x 9mm The amount of clear space is calculated as follow: Clearance to the sides = X X = 1/4 of the height of the ‘Calligraphy’ An exclusion zone is specifically used around the logo for prominence. Minimum size refers to the smallest size that the identity can be reproduce at to ensure legibility. 77 ADIB Brand Guidelines © March 2020 | Version 1.0

5.7 | DANA ASSET USAGE DANA Logo - Correct Placement The DANA logo should appear in fixed positions across all brand communications. The fixed position should always be the top left hand corner of the given format. Placing the logo in any other way is not allowed. ADIB Masterbrand Logo should always be present on the opposite right corner. The example demonstrate the construction of a standard A4 Portrait Orientation Landscape Orientation grid format with ADIB logo placement. 78 ADIB Brand Guidelines © March 2020 | Version 1.0

5.8 | DANA ASSET USAGE DANA Polygons DANA DANA DIAMOND DANA GOLD 79 ADIB Brand Guidelines © March 2020 | Version 1.0

5.9 | DANA ASSET USAGE Communication Layouts and Examples كوني ا�فضل Journey towards wellness بالتوفير اصنعي مستقبلك المشرق ADIB DANA MEDICAL FINANCE Khalidya Ladies Branch “I love my brand new branch at Khalidya Ladies Branch, I can even win a MacBook!” WITH SO MANY BRANCHES, ADIB IS ALWAYS في مصرف أبوظبي ا�سلامي، كل يوم هو مناسبة للاحتفال CONVENIENTLY NEARBY. باليوم العالمي للمرأة �ننا نؤمن بأن تعزيز قدراتك هو السبيل With over 87 branches in the UAE لضمان مستقبل أكثر إشراق� لك و�حبائك. Over 555 ATMs across the country 118 of CCDMS احتفلي بالشهر العالمي للمرأة عبر The ADIB mobile app makes banking simpler, باريس غاليري قسيمة Iهدايا safer and smarter 500درهم فتح حساب التوفير "غنى" واحصلي على قسيمة شراء بقيمة 500 درهم We always wish you excellent health. Now we help you attain it too. Visit Khalidya Ladies Branch today to With ADIB Dana Medical Finance, you can be at your best. So, travel the من باريس غاليري. path to wellness by visiting your nearest ADIB Dana branch. open an account and you could win! dana.adib.ae 600 543216 ADIB terms and conditions apply. 800 2288 adib.ae تطبق شروط وأحكام مصرف أبوظبي ا�سلامي 80 ADIB Brand Guidelines © March 2020 | Version 1.0

5.10 | DANA ASSET USAGE Photography Emirati models are to be used wherever possible. Models should be dressed conservatively with no visible hair, heavy make up or nail polish. The Emirati dress code must always be followed and the veil should be worn correctly. Emirati ladies should always be presented in an Abaya with full head scarf “Shayla” in black. Images should avoid stereotypes wherever possible e.g. Emirati women in coffee shops and shopping malls. If in special circumstances the creative requires to show such images this is allowed e.g. a retail promotion etc. 81 ADIB Brand Guidelines © March 2020 | Version 1.0

TONE OF VOICE Communication messaging should connect with the audience in which it is targeting; working professionals, students and mothers. The style of copy used should be YOUNG, MODERN and RESPECTFUL. Communication messaging should not be perceived as suggestive, sassy or stereotypical.

6.0 | DANA STATIONERY Corporate Stationery DANA 83 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.1 | DANA CORPORATE STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White Print ص. ب أبوظبي ا�مــارات 313هاتف العـربية المتحدة : 2) 6100000 971+فاكـس :( 2) 6342222 ( خـدمة 971+الـهاتـف 600 543216 CMYK 84 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.2 | DANA CORPORATE STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner ص.ب. أبو ظبي، ا�مارات 34613المتحدة العربية P.O.Box 34613 Abu Dhabi United Arab Emirates Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 85 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.3 | DANA CORPORATE STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 86 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.4 | DANA CORPORATE STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Dimensions 310 x 415mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 87 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.5 | DANA CORPORATE STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 88 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.6 | DANA CORPORATE STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Project Date Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 89 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.7 | DANA CORPORATE STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions adib.ae 600 543216 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 90 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.8 | DANA CORPORATE STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير P P A R E C I A Certificate of Appreciation T I O N Presented to Dimensions 210 x 297mm Weight Samih Awadalla Philip King Maryam Talib Global Head of Retail Banking Head of Branch Network 400 gsm Uncoated CX22 Head of Branch Network – Ladies Diamond White Print CMYK 91 ADIB Brand Guidelines © March 2020 | Version 1.0

6.1.9 | DANA CORPORATE STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. adib.ae facebook.com/ADIB 600 543216 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories adib.ae facebook.com/ADIB 600 543216 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 92 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2 | DANA GOLD Corporate Stationery DANA GOLD 93 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.1 | DANA GOLD STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White Print ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 CMYK 94 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.2 | DANA GOLD STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 95 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.3 | DANA GOLD STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. 200 800 مقرلا ةدحتملا يناجملا313 ةيبرعلا تارام�ا يبظوبأ ب.ص adib.ae 200 800 Free Toll Emirates Arab United Dhabi Abu 313 P.O.Box Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 96 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.4 | DANA GOLD STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. أبوظبي ا�مارات العربية المتحدة الرقم المجاني313 ص.ب 200 800 P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Dimensions 310 x 415mm Weight adib.ae 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 97 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.5 | DANA GOLD STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 98 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.6 | DANA GOLD STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Project Date Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 99 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.7 | DANA GOLD STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions adib.ae 800 200 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 100 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.8 | DANA GOLD STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير P P A R E C I A Certificate of Appreciation T I O N Presented to Dimensions 210 x 297mm Weight Samih Awadalla Philip King Maryam Talib Global Head of Retail Banking Head of Branch Network 400 gsm Uncoated CX22 Head of Branch Network – Ladies Diamond White Print CMYK 101 ADIB Brand Guidelines © March 2020 | Version 1.0

6.2.9 | DANA GOLD STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 102 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3 | DANA DIAMOND Corporate Stationery DANA DIAMOND 103 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.1 | DANA DIAMOND STATIONERY Letterhead This shows the approved layouts with the primary elements of ADIB stationery. The letterhead will be used for all official communication. 1 10,000 5,000 ! 4 1.5 2 043352080 8004201 5 AutoPal Dimensions 210 x 297mm Weight 100 gsm Uncoated CX22 Diamond White Print ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 CMYK 104 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.2 | DANA DIAMOND STATIONERY DL Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. Envelope - Inner Dimensions 210 x 110mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side Envelope - Back Side 105 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.3 | DANA DIAMOND STATIONERY A4 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. 200 800 مقرلا ةدحتملا يناجملا313 ةيبرعلا تارام�ا يبظوبأ ب.ص adib.ae 200 800 Free Toll Emirates Arab United Dhabi Abu 313 P.O.Box Dimensions 230 x 325mm Weight 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 106 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.4 | DANA DIAMOND STATIONERY A3 Envelope The envelope will be used for all official contact and communication of ADIB. Insert ADIB letterhead and send your documents throughout the world. أبوظبي ا�مارات العربية المتحدة الرقم المجاني313 ص.ب 200 800 P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Dimensions 310 x 415mm Weight adib.ae 100 gsm Uncoated CX22 Diamond White Print CMYK Envelope - Front Side 107 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.5 | DANA DIAMOND STATIONERY Complimentary Card The complimentary card will be used to add a personal layer to corporate documents while still reinforcing the ADIB brand. ص.ب أبوظبي ا�مارات العربية 313المجاني المتحدة الرقم 800 200 adib.ae P.O.Box 313 Abu Dhabi United Arab Emirates Toll Free 800 200 Front Dimensions 70 x 150mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Reverse 108 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.6 | DANA DIAMOND STATIONERY Notebook The notebook will be used to document notes in meetings and/or workshop sessions. Project Date Dimensions 155 x 210mm Weight COVER - 400 gsm Uncoated CX22 Diamond White INNER - 100 gsm Uncoated CX22 Diamond White Print CMYK Outer Cover Inner Pages 109 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.7 | DANA DIAMOND STATIONERY Folder The folder will be used as a convenient place to store necessary files. Dimensions adib.ae 800 200 225 x 320mm Weight Folder - Inner Folder - Outer 400 gsm Uncoated CX22 Diamond White Print CMYK 110 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.8 | DANA DIAMOND STATIONERY Certificate The certificate will be used as a formal document of appreciation for participation or achievement. شهادة تقدير P P A R E C I A Certificate of Appreciation T I O N Presented to Dimensions 210 x 297mm Weight Samih Awadalla Philip King Maryam Talib Global Head of Retail Banking Head of Branch Network 400 gsm Uncoated CX22 Head of Branch Network – Ladies Diamond White Print CMYK 111 ADIB Brand Guidelines © March 2020 | Version 1.0

6.3.9 | DANA DIAMOND STATIONERY Paper Bag The paper bag will be used as necessary to distribute documents or other branded items. adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories adib.ae facebook.com/ADIB 800 200 @ADIB_Bank ADIB TV @ADIBTweets ADIBstories Bag - Outer Dimensions SMALL - 195 x 210mm MEDIUM - 250 x 320mm LARGE - 310 x 350mm Weight 300 gsm Uncoated CX22 Diamond White Print CMYK Bag - Inner 112 ADIB Brand Guidelines © March 2020 | Version 1.0

ADIB BUSINESS BANKING ADIB Business Banking helps businesses to grow and boost their productivity by providing online banking and finance solutions.

ADIB BUSINESS IDENTIFIER USAGE

7.1 | ADIB BUSINESS IDENTIFIER USAGE Business Identifier - English + Arabic Bilingual English Arabic To maintain consistency, ADIB Business identifier should not be re-typed or recreated. Kindly seek an open vector format (.ai, .eps etc.). 115 ADIB Brand Guidelines © March 2020 | Version 1.0

7.2 | ADIB BUSINESS IDENTIFIER USAGE Business Identifier Colour Palette BRIGHT BLUE DARK BLUE Pantone Process Cyan C Pantone 281 C100 M0 Y0 K0 C100 M72 Y0 K32 R0 G158 B227 R0 G57 B120 #009EE3 #003978 SILVER Tints of the primary colour palette can be used as an Pantone 877 accent colours for graphic devices. Tints can be used at 10% intervals between 80% and 20%. C0 M0 Y0 K30 Avoid tints above 80%, ensure our 100% colours remain R198 G198 B197 distinct. Don’t use tints below 20%, avoids colours that #C6C6C5 look too weak. 116 ADIB Brand Guidelines © March 2020 | Version 1.0

7.3 | ADIB BUSINESS IDENTIFIER USAGE ADIB Business Polygons 100% Opacity - Ideal for application on white background Polygons act as the key visuals to represent the bridging between the new generation and ADIB’s smart and innovative solution. The connections between different users, neurones, or “peers” (p2p), are demonstrated visually by 2 main elements: segments formed by polygons and the white With transparency and white lines - Ideal for application on top of images or coloured background synapses”. 117 ADIB Brand Guidelines © March 2020 | Version 1.0

7.4 | ADIB BUSINESS IDENTIFIER USAGE Identifier - Correct Placement The ADIB Business identifier should appear in fixed positions across all brand communications. The fixed position should always be the top left hand corner of the given format. Placing the logo in any other way is not allowed. ADIB Masterbrand Logo should always be present on the opposite right corner. The example demonstrate the construction of a standard A4 Portrait Orientation Landscape Orientation grid format with ADIB logo placement. 118 ADIB Brand Guidelines © March 2020 | Version 1.0

7.5 | ADIB BUSINESS IDENTIFIER USAGE Key Visual & Communication Print Area Considerations Identifier Headline Visual Sub-Headline Bullet Points Polygon Variant 119 ADIB Brand Guidelines © March 2020 | Version 1.0

7.6 | ADIB BUSINESS IDENTIFIER USAGE Communication Layouts and Examples 120 ADIB Brand Guidelines © March 2020 | Version 1.0

7.7 | ADIB BUSINESS IDENTIFIER USAGE Brand Applications Emailer Poster 121 ADIB Brand Guidelines © March 2020 | Version 1.0

AN INTRODUCTION TO SMART BANKING Simple and friendly banking brought to you by ADIB

8.1 | SMART BANKING ASSET USAGE ADIB Smart Banking + ADIB Money Smart Logo Stacked Horizontal The logo of ADIB Smart Banking is composed by 2 main elements: Left: An icon of light bulb, embraced with ADIB’s signature globe. Right: “smart” on top, “banking” underneath. The logo of ADIB Money Smart is composed by 2 main elements: Left: An icon of light bulb, embraced with polygons. Right: “money” on top, “smart” underneath. Stacked Horizontal 124 ADIB Brand Guidelines © March 2020 | Version 1.0

8.2 | SMART BANKING ASSET USAGE Approved Artwork Variations FULL COLOR - STACKED Use whenever possible. It will be used in most applications (Web, Advertising, Print and TV). Reproduce it in either CMYK or RGB. SINGLE-COLOUR BLACK Used in print applications only when colour cannot be used (e.g., black and white advertisements, etc.) Reproduce it in black only. FLAT BLACK Used only if halftoning cannot be reporduced accurately and colour cannot be used (e.g., fax header, stamping, etc.). Reproduce it in black only. FULL-COLOUR REVERSE The full colour reverse logotype may be used on coloured backgrounds as long as a light, or dark enough colour is used for enough contrast. 125 ADIB Brand Guidelines © March 2020 | Version 1.0

8.3 | SMART BANKING ASSET USAGE Logo Variants (Arabic) Stacked Horizontal The horizontal version of ADIB’s moneysmart logo is composed by 2 main elements: Left: An icon of light bulb, embraced with polygons. Right: “ ”ترامس isينوم put together as one word, in one line. The Arabic version of ADIB moneysmart logo is composed by 2 main elements: Left: An icon of light bulb, embraced with polygons. Right: “ onينوم ” top, “ .underneath”ترامس Stacked Horizontal 126 ADIB Brand Guidelines © March 2020 | Version 1.0

8.4 | SMART BANKING ASSET USAGE Logo Variants - Bilingual Tas dolupta quatus cus aut vid eveligentus eos volupitate vellab ilit maiorerro conseque susanis evenist aut fugit officae reiusa cusciis autemos adis se numquatur, nonsequi restia quid maio to quae sunto expedi arunt. Nam, quam eseque nonsect atquos magnam quam, nos sequunt, ea nobita cuscitibus mint as rectur magniet 127 ADIB Brand Guidelines © March 2020 | Version 1.0

8.5 | SMART BANKING ASSET USAGE Exclusion Zone and Minimum Size Minimum Size 30mm Minimum Size 30mm The amount of clear space is calculated as follow: Clearance to the sides = X X = 1/4 of the height of the light bulb An exclusion zone is specifically used around the logo for prominence. Minimum size refers to the smallest size that the identity can be reproduce at to ensure legibility. 128 ADIB Brand Guidelines © March 2020 | Version 1.0

8.6 | SMART BANKING ASSET USAGE Communication Layouts “My bank comes to me when I have time” “My bank comes to me when I have time” #thisjusthappened No queues, just great rewards. Want a current or a savings account? Your smartaccount is both and it’s free with no minimum balance. Open your account online, pick the card design that fits your personality and earn profit on account balance as little as AED 1. So, sit back and relax. We’ll deliver your welcome pack and everything else you need direct toyour door. “My bank comes to me when I have time” smartbanking.ae adib.ae #thisjusthappened DL Size Flyer Landscape Orientation No queues, just great rewards. Want a current or a savings account? Your smartaccount is both and it’s free with no minimum balance. Open your account online, pick the card design that fits your personality and earn profit on account balance as little as AED 1. So, sit back and relax. We’ll deliver your welcome pack and everything else you need direct toyour door. smartbanking.ae adib.ae Portrait Orientation 129 ADIB Brand Guidelines © March 2020 | Version 1.0

8.7 | SMART BANKING ASSET USAGE Digital Layouts “My bank comes to me when I have time” 728 x 90 px “My bank comes to me when I have time” “My bank comes to me 300 x 250 px when I have time” #thisjusthappened “My bank comes to me when I have time” #thisjusthappened 728 x 270 px smartbanking.ae adib.ae 300 x 600 px 130 ADIB Brand Guidelines © March 2020 | Version 1.0

8.8 | SMART BANKING ASSET USAGE Communication Layouts and Examples “My bank comes to me “I can ‘text’ money when I have time” to my friends” #thisjusthappened #getmoney Instant cash transfers, No queues, just great rewards. to anyone – for free! Want a savings account thats also smart? Your ADIB smartbanking account is both and it’s I can send money to any UAE mobile number, my moneysmart friends and any account via free with no minimum balance. Open your account online, pick the card design that fits your my smartbanking account – it’s absolutely free. No delay, no hassle – and it’ll get there personality and be eligible for profit on account balance as little as AED 1. So, sit back and instantly. And, you can even pay your bills easily and send money abroad for free*. relax. We’ll deliver your welcome pack and everything else you need direct to your door. Simply download the smartbanking app, Simply download the smartbanking app, open an account and get a chance to open an account and get a chance to win a Mini Cooper* win a Mini Cooper* Terms and Conditions apply Terms and Conditions apply *One free local and international transfer *Subject to coupons earned from Salary Transfer of AED 5,000; Average monthly balance of at least AED 1,000. *Subject to coupons earned from Salary Transfer of AED 5,000; Average monthly balance of at least AED 1,000. Earn more coupons for higher salaries and balances. Promo runs until 30 April, 2020. Earn more coupons for higher salaries and ba…

8.9 | SMART BANKING ASSET USAGE Basic Layout Print Area Polygon Variant Consideration Visual “My bank comes to me “My bank comes to me Headline when I have time” when I have time” Here are some basic interpretations for demonstration only, #thisjusthappened #thisjusthappened Sub-Headline and they are to be used as starting points. The following Body should always be considered while creating an ADIB layout. Use of approved typographic specifications Call to Action Use of open space Use of approved branding Use of approved photography 132 ADIB Brand Guidelines © March 2020 | Version 1.0

VISUAL LANGUAGE

9.1 | SMART BANKING VISUAL LANGUAGE Smart Banking Polygons DESIGN CONCEPT Millennials are dynamic, technology-oriented, and they constantly look for unique experience and efficient communication. The flow of polygons symbolizes the instant connection between ADIB and the millennials. The well- established network remains active without constraints of time and geography. It’s guaranteed that the millennials are fed with the latest services and their enquiries will be promptly answered. ALWAYS CONNECTED, ANYTIME, ANYWHERE. 134 ADIB Brand Guidelines © March 2020 | Version 1.0

9.2 | SMART BANKING VISUAL LANGUAGE Card Design The application of polygons in each cared design is closely connected to its corresponding financial personality. EXPLORER - LOW RISK SPENDER ADVENTURER - HIGH-RISK SPENDER GUARDIAN - LOW-RISK SAVER CHALLENGER - HIGH-RISK TAKER The application of the refreshing and mild blue The placement of polygons are rather scattered, All polygons are placed close to each other, they The combination of the red and green colors color reflects low-risk savers are always curious and showing the dynamic qualities of risk-taking; how gather based on a steady path, representing low-risk indicate how high-risk takers have the vision on drawn to the new and unknown. The distribution it could bring financial opportunities and potential savers and their ability to make sensible decisions the future as well as the courage to step out of of polygons is slightly dynamic, converging to gains. The application of reddish orange color refers with money as they are dependable. The application their comfort zone and take risks for achieving the centre but still exploring towards the edges, to the excitement brought from the adventure. of purple strikes a balance between blue and red something bigger and better. The polygons gather symbolising that low risk savers are open-minded colors, thus the fact that low-risk savers are not closely but combined by different and independent and courageous enough to explore enticing conservative nor aggressive. elements to …

TONE OF VOICE The overall tone of voice for all communications should be SIMPLE, FRIENDLY and EFFECTIVE. Communication messaging should resonate with millennials primarily, therefore the style of copy used should be YOUNG, TONGUE-IN-CHEEK and HUMOROUS.

AN INTRODUCTION TO ADIB EXPRESS ADIB Express delivers a new banking experience designed to make your banking even faster. Customers just need to book an appointment at an ADIB Express location for a streamlined banking experience.

ADIB EXPRESS ASSET USAGE

10.1 | ADIB EXPRESS ASSET USAGE ADIB Express Logo Primary The vertical version of ADIB’s Express logo is composed by 2 main elements: On the top: ADIB’s logo (vertical version) At the bottom: “express” in Arabic and English. Stacked Horizontal English 139 ADIB Brand Guidelines © March 2020 | Version 1.0

10.2 | ADIB EXPRESS ASSET USAGE ADIB Express Logo Variants Primary 2-color reversed logo should be used on dark backgrounds. Horizontal English 140 ADIB Brand Guidelines © March 2020 | Version 1.0

10.3 | ADIB EXPRESS ASSET USAGE Exclusion Zone and Minimum Size A clear space around our logo helps to ensure it stands out in every layout. Minimum Size 50mm wide The amount of clear space is calculated as follow: Clearance to the sides = x x = 1/4 of the height of the entire logo An exclusion zone is specifically used around the logo for prominence. Minimum size refers to the smallest size that the identity can be reproduce at to ensure legibility. 141 ADIB Brand Guidelines © March 2020 | Version 1.0

10.4 | ADIB EXPRESS ASSET USAGE Communication Layouts Welcome to ADIB Express Designed to make banking simple and easy. يدقن بحس CASH WITHDRAWALS يدقن بحس CASH WITHDRAWALS ديصرلا نع مالعتسا BALANCE INQUIRY تاكيشو يدقن عاديا CASH / CHEQUE DEPOSIT لاومالا ليوحت FUNDS TRANSFER ديصرلا نع مالعتسا BALANCE INQUIRY باسح فشك ACCOUNT STATEMENTS لاومالا ليوحت FUNDS TRANSFER _ ريتاوفلا عفد UTILITY BILL / باسح فشك ACCOUNT STATEMENTS ةيريخلا تاعربتلا CHARITY PAYMENTS _ ريتاوفلا عفد UTILITY BILL / ةيريخلا تاعربتلا CHARITY PAYMENTS adib.ae +971-2-6100600 adib.ae +971-2-6100600 machine machine Explore ADIB Your new account, card or finance in products and services 30 minutes Enjoy free Wi-Fi Book appointment and refreshments online or just walk in adib.ae Pull-up ATM & CCDM Cladding 142 ADIB Brand Guidelines © March 2020 | Version 1.0

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020

Brand attributes

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 SUSTAINABLE DEVELOPMENT

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Concept inspiration ENVIRONMENTAL VIABLE BEARABLE SUSTAINABLE ECONOMIC SOCIAL EQUITABLE

Brand elements

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - Overview On blue background On white background

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - Variations Primary version Secondary version-1 Secondary version-2

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - On dark backgrounds Primary version Secondary version-1 Secondary version-2

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - Clear space & minimum size Clear space 1X Minimum size 1X 40mm 1X 1X 1X Clear space To ensure prominence and legibility, the brandmark is always surrounded by an area of clear space which remains free of other elements, such as type and graphics. The clear space is the minimum and should be increased wherever possible. Minimum size To maintain maximum clarity at small sizes, the brandmark should never be used at a size smaller than 30mm.

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - Incorrect use Never create a new color version Never change the gredient directions Never be distorted Never use at an angle The brandmark should always be reproduced from master artworks. They should never be altered, redrawn, recolored or manipulated in any way. Please ensure that the brand is used correctly at all times. Never make the shadow Do not frame brandmark

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 On photographic backgrounds When using the brandmarks with a photographic image, care must be taken to ensure that the area of the image behind and around the brandmark is of an even tone, to provide sufficient legibility. There should also be sufficient contrast between the brandmark and background image to further enhance legibility.

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Brandmark - Color palette Primary colors Secondary colors Pantone: 281C C: 100 M: 72 Y: 0 K: 32 Gradient

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Typography – Latin primary Bliss Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bliss Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Bliss Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Typography – Arabic GE SS Two Light ÷ 9 8 7 6 5 4 3 2 1 ٪ " ! - ، + × ) ( 0 GE SS Two Medium ÷ 9 8 7 6 5 4 3 2 1 ٪ " ! - ، + × ) ( 0 GE SS Two Bold ÷ 9 8 7 6 5 4 3 2 1 ٪ " ! - ، + × ) ( 0

ABU DHABI ISLAMIC BANK ESTIDAMA COUNCIL - BRAND GUIDELINES - 2020 Icons COLLABORATION CONTRIBUTION REDUCE ENVIRONMENTAL RECYCLE VALUES PARTNERSHIP GOALS REUSE GROWTH SOCIAL CHARITY HONESTY INTEGRITY SENSITIVITY

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