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BRAND GUIDELINES VERSION 1 | MAY 2017
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.1 THE NAMAA LOGOTYPE VERSIONS Our logotype is the foundation of our brand identity. The Namaa logotype is supported by a descriptor in English, Local Content and Private Sector Development Unit and in Arabic نماء To build and maintain a strong Namaa identity, it is important that we apply the logotype consistently across all applications. To maintain recognition and the integrity of the logotype it must always be clearly visible whenever it is applied to our communications. Horizontal Vertical NOTE: Please do not attempt to re-create the logotype yourself. Artwork files of the logotype and other design elements are available from the marketing team. 10 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.2 LOGOTYPE COLOR VARIATIONS There are three color variations of the logotype and each one has been created for a particular application or production process. Please ensure that you choose the relevant version for your application. Color The color version of our logotype should be used wherever possible. Color Black The black logotype should only be used in rare situations where no color is available. White The white logotype should be used on dark backgrounds and images to ensure legibility and visibility. Black NOTE: Please do not attempt to re-create the logotype yourself. Artwork files of the logotype and other design elements are available from the marketing team. White 11 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.3 BACKGROUNDS When placing the logotype in a layout, always ensure it is against a background of sufficient contrast to be clearly visible. The examples shown here demonstrate how to use the logotypes correctly against white, colored and photographic backgrounds. Logotype on white background Logotype on dark colored background NOTE: Please do not attempt to re-create the logotype yourself. Artwork files of the logotype and other design elements are available from the marketing team. Logotype on dark photographic background 12 © 2017 NAMAA Brand Guidelines v1 May 2017 Images used may not be owned by/Namaa. Always check permissions prior to use CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.4 EXCLUSION ZONE AND MINIMUM SIZE 2X 2X Exclusion zone To ensure prominence and legibility, the logotype is 2X always surrounded by an area of clear space which remains free of other design elements, such as type and other logotypes. X The construction of the exclusion zone area is based on the combined height of the type in the logotype. This is referred to as ‘X’. Minimum size The minimum size of the logotype is measured using the height of the logotype (shown on the 2X example). In print, the logo should not appear smaller than Exclusion zone 13mm in height for the horizontal version and 22mm for the vertical version. On-screen the logotype is rendered differently across various types of platforms and devices, care should be taken to preserve legibility at the minimum size for each type. 22mm 13mm Minimum size for print NOTE: Please do not attempt to re-create the logotype yourself. Artwork files of the logotype and other design elements are available from the marketing team. 13 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.5 PLEASE AVOID... The logotypes should always be reproduced from the master artwork provided. It should never be altered, re-drawn, re-colored or manipulated in any way. This page shows some mistakes that should be avoided. 1. Do not change the color S S S 2. Do not apply a drop shadow 1 2 3 3. Do not use the type on its own 4. Do not disproportionately scale the logotype 5. Do not change the typeface of the logotype 6. Do not rotate the logotype نـــــــمــــــــاء وحدة املحتوى املحيل وتنمية القطاع الخاص LOCAL CONTENT AND PRIVATE SECTOR DEVELOPMENT UNIT S S S 4 5 6 14 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.6 THE STAND-ALONE MARQUE Wherever possible it is preferable to use the full color logotype. However in special circumstances, for example when the logotype is required on a small item, we have developed a stand-alone marque with three color variations, color, black and white. Examples: - Social media avatar - Pin Exclusion zone: The construction of the exclusion zone area is based on the diameter of the circle at the bottom of the marque. This is referred to as ‘X’. Color Black White X X X X X Exclusion zone 15 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 2.7 ARTWORK FILE NAMING Example: This page explains the file naming system for the This is an eps file of the color horizontal version RGB Namaa logotype. artwork of the various logotype versions. Namaa_LOGOTYPE_H_RGB.eps The file name contains all the key information to identify the appropriate logotype version for each application. Color space Namaa Logotype Logotype version File type CMYK = 4-color This identifies This identifies H = Horizontal .eps printing the file as V = Vertical .tif the file as a RGB = For office Namaa file logotype file .ai and screen .psd use only .png B = Black W = White 16 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 3.0 COLOR 3.1 COLOR PALETTE 17 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 3.1 COLOR PALETTE To achieve consistency across applications, 80% 80% 80% 80% 80% media and different production methods, it is Cyan Emerald Green Light Green Gray important that our color palette is referenced and implemented accurately. 60% 60% 60% 60% 60% Our color palette is made up of five colors, cyan, emerald, green, light green and gray. 40% 40% 40% 40% 40% 20% 20% 20% 20% 20% Process Process Process Process Process C 70 M 00 Y 00 K 00 C 80 M 00 Y 50 K 00 C 100 M 00 Y 100 K 00 C 16 M 00 Y 00 K 44 C 16 M 00 Y 00 K 44 RGB RGB RGB RGB RGB R 0 G 186 B 219 R 0 G 163 B 143 R 0 G 133 B 46 R 132 G213 B 10 R 148 G 161 B 168 18 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 4.0 TYPOGRAPHY 4.1 PRIMARY LATIN TYPEFACE 4.2 PRIMARY ARABIC TYPEFACE 4.3 LATIN TYPEFACES FOR DIGITAL AND OFFICE USE 4.4 ARABIC TYPEFACES FOR DIGITAL AND OFFICE USE 19 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 4.1 PRIMARY LATIN TYPEFACE ABCDEFGHIJKLMNOPQRSTUVWXYZ Our primary Latin typeface is DIN Next LT Pro. Our Latin typeface can be used in the following abcdefghijklmnopqrstuvwxyz weights; light, regular and bold. Examples: 0123456789 !@£$&*( )_+”:;\<>?/,. 1. DIN Next LT Pro light, uppercase 2. DIN Next LT Pro regular 3. DIN Next LT Pro bold, sentence case 4. DIN Next LT Pro bold for the subtitle, DIN Next LT Pro light for the body text, sentence case LOREM DOLORSIT QUIAVOLORES, SIT 1. 6% Ulparcius maximil iment ommolo ilit la nonsect magnam, sapit repernamus.On cum eumquisin pellab idebit, tempor 3. Subtitle 1 Subtitle 2 In est ex, eleifend eu blandit nec, In est ex, eleifend eu blandit nec, consequat eget lacus. Morbi sit amet consequat eget lacus. Morbi sit amet iaculis leo. Curabitur in dui ac lorem iaculis leo. lorem mollis. mollis tincidunt. Nunc nisl sem, NOTE: Fonts will not be supplied as this is a breach of the font license agreement. External ullamcorperPuditas mo eum quamus contacts working on behalf of Namaa (designers/ 4. 2. eos dolentPorem. printers etc.) are required to get the fonts to ensure they have the correct font license. Visit the following link to get a copy of the font: https://www.linotype.com/517415/din-next- family.html 20 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 4.2 PRIMARY ARABIC TYPEFACE أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ Our primary Arabic typeface is DIN Next LT Arabic. ع غ ف ق ك ل م ن ه و ي Our Arabic typeface can be used in the following weights; light, regular and bold. 0123456789 (*%$! )_+]:\/؟,. Examples: 6% 1. DIN Next LT Arabic light 2. DIN Next LT Arabic regular 3. DIN Next LT Arabic bold 4. DIN Next LT Arabic bold for the subtitle, DIN مستخدارس. لق الوثائق الخطوط باعيد Next LT Arabic light for the body text 1. لق التحسين ثم ومن لأفكارس. لقة لإعمل الفات تحسين في أدوبي أسرعة، يدية أدوات لإعادة كتاجع أدوالتس التسليمكنك ال أن في 3. لق الخطوط النصور متنقيمكنك استخدام جدام جداعتمادة ال بسرع وجدام المل استويات ومن إعمل الطباعة. قم الة باعة في مع. يم والبر مؤثرات لتحكم بها نصوصا كتاجع قويات. كنك يمكن ترغب بالذي أدامج وافة بشكل أو لق الترقيم جميمكنك أدام بسرعة. إبداول تصمم باع باعة. والتحسين في أكثر اعيد الرسوم في. قويات NOTE: Fonts will not be supplied as this is a لإنت إبدامج والمتنان تصمم واءا الذي ترتي أدوات إضافي مثل يدية أدوالظلائحة breach of the font license agreement. External أدوالمتعمل الشرق مثل .4تعمل أو contacts working on behalf of Namaa (designers/ 2. printers etc.) are required to get the fonts to ensure they have the correct font license. Visit the following link to get a copy of the font: https://www.linotype.com/886578/din-next- arabic-family.html 21 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 4.3 LATIN TYPEFACES FOR DIGITAL AND OFFICE USE ABCDEFGHIJKLMNOPQRSTUVWXYZ Our secondary Latin typeface is Arial. Our Latin typeface can be used in the following abcdefghijklmnopqrstuvwxyz weights; regular and bold. Examples: 0123456789 !@£$&*( )_+”:;\<>?/,. 1. Arial regular, uppercase 2. Arial regular 3. Arial bold, sentence case 4. Arial bold for the subtitle and Arial regular for the body text, sentence case LOREM DOLORSIT QUIAVOLORES, SIT 1. 6% Ulparcius maximil iment ommolo ilit la nonsect magnam, sapit repernamus.On cum eumquisin pellab idebit, tempor 3. Subtitle 1 Subtitle 2 In est ex, eleifend eu blandit nec, In est ex, eleifend eu blandit nec, consequat eget lacus. Morbi sit consequat eget lacus. Morbi sit amet amet iaculis leo. Curabitur in dui iaculis leo. lorem mollis. ac lorem mollis tincidunt. Nunc nisl sem, ullamcorperPuditas mo eum quamus eos dolentPorem. 4. 2. NOTE: Fonts will not be supplied as this is a breach of the font license agreement. External contacts working on behalf of Namaa (designers/ printers etc.) are required to purchase the fonts to ensure they have the correct font license. 22 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 4.4 ARABIC TYPEFACES FOR DIGITAL AND OFFICE USE أ ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ Our secondary Arabic typeface is Traditional Arabic. Our secondary Arabic typeface can be used ع غ ف ق ك ل م ن ه و ي in the following weights; regular and bold. Examples: 0123456789 (*%$! )_+]:\/؟,. 1. Traditional Arabic regular 2. Traditional Arabic regular 3. Traditional Arabic bold 4. Traditional Arabic regular مستخدارس. لق الوثائق اخلطوط باعيد 6% 1. لق التحسني مث ومن لأفكارس. لقة لإعمل الفات حتسني يف أدويب أسرعة، يدية أدوات لإعادة كتاجع أدوالتس التسليمكنك ال أن يف 3. النصور متنقيمكنك لق اخلطوط املل استويات ومن إعمل الطباعة. قم استخدام جدام جداعتمادة ال بسرع نصوصا كتاجع قويات. وجدام الة باعة يف مع. مي والرب مؤثرات لق الترقيم مجيمكنك أدام بسرعة. إبداول لتحكم هبا كنك ميكن ترغب بالذي أدامج والتحسني يف أكثر اعيد الرسوم يف. قويات وافة بشكل أو تصمم باع باعة. .4تعمل. تريت أدوات إضايف مثل يدية مثل أو لإنت إبدامج واملتنان تصمم واءا. 2. NOTE: Fonts will not be supplied as this is a breach of the font license agreement. External contacts working on behalf of Namaa (designers/ printers etc.) are required to purchase the fonts to ensure they have the correct font license. 23 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 5.0 VISUAL PROPERTY 5.1 VISUAL PROPERTY MAIN MODULES 5.2 VISUAL PROPERTY TYPES 5.3 PLEASE AVOID... 24 © 2017 NAMAA Brand Guidelines v1 May 2017 CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 5.1 VISUAL PROPERTY MAIN MODULES AND TYPES Triangle Diamond Circle Our visual property is formed of three main modules, a triangle, a diamond and a circle. Combined with our color palette and used at a variety of sizes, these modules represent the enormous and diverse range of industries within Saudi Arabia, whether used individually, or arranged into patterns. There are four ways that our modules can be used to form our visual language. A. Stand alone housing device where a single module is used in a layout to house an image or an illustration. B. Generic pattern where the basic modules are neatly aligned in rows and columns in different sizes and colored at random using our brand palette. C. Pattern where some of the modules are enlarged to house images or any other element that needs to be emphasised. D. Shape pattern where the modules are rearranged to form a specific shape or 24% silhouette. The example used across depicts a section of the world map. NOTE: Modules will be supplied individually enabling you to build your own property using the rules outlined in this document. Additionally an A4 C. Pattern with enlarged modules A. Stand alone housing device B. Generic pattern D. Shape pattern layout will be provided as an example. 25 © 2017 NAMAA Brand Guidelines v1 May 2017 Images used may not be owned by Namaa. Always check permissions prior to use CONTENTS
BRAND STRATEGY LOGOTYPE COLOR TYPOGRAPHY VISUAL PROPERTY ILLUSTRATION IMAGERY APPLICATIONS CONTACT 5.2 PLEASE AVOID... This page shows some mistakes that should be avoided. 24% 1. Do not apply a drop shadow 2. Small modules should not overlap enlarged ones, they should be removed 3. Patterns should be of small modules scaled proportionately, only use a few large modules where necessary 4. Do not use other shapes to house an illustration or an image 5. Do not rotate the modules 6. Do not make the modules too small 7. Do not use other shapes S S S S 8. Do not change the color 1 3 2 4 S S S S 5 7 6 8 26 © 2017 NAMAA Brand Guidelines v1 May 2017 Images used may not be owned by Namaa. Always check permissions prior to use CONTENTS