Neom — نيوم

Guideline pages

NEOM MASTERBRAND BRAND GUIDELINES 2022 VERSION 02

NEOM These guidelines provide all the information you need to bring the NEOM brand to life and to apply it correctly and consistently across all touchpoints. Following the principles outlined in this document will ensure that we all contribute to building a strong world-class brand. O U R B R A N D Here you will find direction for the use of the visual assets that make up the NEOM brand. Please read and follow these guidelines carefully to understand how to create consistent NEOM branded materials. Subjects you will see outlined in this section include brand mark, color, typography, photography, the corporate ribbons and additional graphic elements. 2

NEOM The NEOM masterbrand has a number of marks available, each created for a specific use. It’s important to use the full color primary mark as widely as possible to stay true to the NEOM brand. The amount of color in the mark requires you to be mindful of your creative and the limits stated here. B R A N D M A R K S SECTIONS THE BRAND MARK PRIMARY MARK SPECIAL USE MARK CO-BRANDING & ENDORSEMENT MARK USAGE 3

BRAND MARKS NEOM DEFINITION OF NEOM The name ‘NEOM’ is constructed from two words and translates as ‘New Future’. “We didn’t want an Arabic name and we didn’t want a Latin name, or a name from any other language, because the project represents a civilizational leap for humanity. So the name shouldn’t be from a specific civilization.” HRH Prince Mohammed bin Salman Bloomberg interview, Oct ‘17 Note: NEOM must always be written in caps. M NEO Places of NEOM (Oxagon, Trojena, The Line, etc) Abbreviation of ‘Mostaqbal’ – Greek prefix meaning ‘new’ are always written in title case. Arabic meaning ‘future’ Subsidiaries of NEOM (Enowa.NEOM, Tonomus. NEOM) are in title case, with [.]NEOM in caps. 4

BRAND MARKS NEOM NAMES IN COPY WRITING PLACES SUBSIDIARIES NAMES AT Oxagon Enowa NEOM NEOM Trojena Tonomus.NEOM The Line NEOM must always be written in CAPS. NAMES IN URL’S Places of NEOM (Oxagon, Trojena, The Line, etc) are always written in title case. PRINT FILM Subsidiaries of NEOM (Enowa.NEOM, Tonomus.NEOM) TREATMENT TREATMENT are in title case, with [.]NEOM in CAPS. We have two ways to treat NEOM in the URL. NEOM.COM NEOM.COM One for print and one for film. The URL is always in Brown Regular. All ‘NEOM.COM’ URL’s are always in CAPS. NEOM NEOM When used in print the URL has tracking set at 30. SECTORS SUBSIDIAIRES AND PLACES When used in film, there is less time to read the URL so we open the tracking to 200. This also helps ACTIVATION.NEOM.COM SUBSIDIARY.NEOM.COM with any transitions into the URL from another copy line as these will be set at 200 as well. ACRONYM.NEOM.COM PLACE.NEOM.COM DEPARTMENT.NEOM.COM 5

BRAND MARKS NEOM THE BRAND MARK The NEOM brand mark is our most important visual asset. It is our brand’s signature and embodies the spirit of our mission to create a society of the future where the principles of technology, nature, livability, sustainability and community are irrevocably linked. The future loop brand mark is a fluid, interconnected representation of our dynamic community and the ideals NEOM will strive to realize. 6

BRAND MARKS NEOM BRAND MARK NAMING The NEOM brand mark consists of two elements: the NEOM future loop mark and the NEOM word mark. NEOM FUTURE LOOP MARK These elements have a fixed size and position relative to each other, which have been created as master artwork files. The brand mark should not be redrawn, reset or altered in any way. Additionally, never recreate or replace any of the patterns contained within the future loop mark. In certain situations, the NEOM future loop mark NEOM WORD MARK can appear without the NEOM word mark e.g. in social media applications. Note: NEOM must always be written in caps. Places of NEOM (Oxagon, Trojena, The Line, etc) are always written in title case. Subsidiaries of NEOM (Enowa.NEOM, Tonomus. NEOM) are in title case, with [.]NEOM in caps. 7

BRAND MARKS NEOM THE FIVE PRINCIPLES TECHNOLOGY NEOM, and the future loop mark, NATURE is built of five fundamental, COMMUNITY interconnected principles – technology, nature, livability, SUSTAINABILITY sustainability and community. LIVABILITY The five principles must always appear in the sequence shown here, never swapped around nor replaced with any other principle. Although the illustration for each principle is an obvious representation of that subject and commonly used, they have been adjusted so they can only be found in these particular colors and arrangement as part of the NEOM brand. They come together as a unique combination found nowhere else. 8

BRAND MARKS NEOM MARK PRIMARY PRIMARY PRIMARY SPECIAL USE SPECIAL USE SPECIAL USE MARK WHITE MARK MARK BLACK MARK MARK BLACK MARK WHITE VARIANTS The NEOM brand mark is available in six variants. The primary brand mark should be used across the majority of communications. The primary brand mark is available in full color, black and white. The black mark is only used when black is the only available color. The white mark is used on dark primary brand colors, secondary brand colors and dark colored backgrounds. It’s important to recognize, this should not be the logo of choice purely because it is easier to use. The special use mark uses a bolder icon pattern to improve visibility in application. It is limited to applications where reproduction of the patterns is impossible with the primary mark. 9

BRAND MARKS NEOM PRIMARY MARK USAGE You must always use the primary brand mark in all instances unless restricted by space or production techniques. The NEOM brand mark is made of complex patterns and many colors, so it should only appear on white, cream or images with light and uncluttered backgrounds. 10

BRAND MARKS NEOM THE LATIN AND ARABIC LATIN ARABIC MARK MARK MARKS All of our brand marks have Latin and Arabic variants. The Latin variant is primarily used for international communications. The Arabic variant is for communications targeted towards an Arabic speaking audience. 11

BRAND MARKS NEOM ISOLATED MARK USAGE There will be times where the future loop mark or word mark are used independent of each other. Some example are when the space is too narrow for the future loop mark, such as a pen, or when the future loop mark is being used as a smaller repetitive brand element, such as the pages of a PowerPoint document, or as a brand element in the pages of a notebook. 12

BRAND MARKS NEOM PRIMARY BRAND MARK ON EMAIL SIGNATURE First Name Last Name Job Title +966 43 345 2134 firstname.lastname@NEOM.COM NEOM.COM PRIMARY BRAND MARK ON LETTERHEAD 13

BRAND MARKS NEOM PRIMARY BRAND MARK ON FLAG ISOLATED WORD MARK ON PEN PLEASE REFER TO THE NEOM MERCHANDISE GUIDELINES BEFORE CREATING ANY BRANDED PRODUCTS. 14

BRAND MARKS NEOM SPECIAL USE MARK Rarely, size limitations and production techniques require a version of the logo with larger patterns within the future loop mark, such as stitching the mark into fabric, or debossing into leather. For this the special use brand mark was created. It’s important to recognize this mark can only be used when these limitations occur and for no other reason. You should always look to use the primary logo in all applications. 15

BRAND MARKS NEOM SPECIAL USE MARK EMBROIDERED ON FABRIC SPECIAL USE MARK EMBOSSED ON PAPER 16

BRAND MARKS NEOM THE PRIMARY MARKS NEOM MARKS PRIMARY PRIMARY PRIMARY MARKS WHITE MARKS MARKS BLACK 17

BRAND MARKS NEOM THE SPECIAL USE MARKS NEOM MARKS SPECIAL USE SPECIAL USE SPECIAL USE MARKS MARKS BLACK MARKS WHITE 18

BRAND MARKS NEOM THE ANIMATED MARK An animation of the NEOM mark has been created for end frames. This needs to be consistently applied across all of our media. The animation has an alpha channel so it can sit over any footage required. Ensure you follow the guidance for choice of backgrounds when considering the endframe. Apply the appropriate NEOM word mark, dual, Latin or Arabic at the correct size and distance from the animated futureloop. Note, the animated NEOM marks should not be used over a black background. 19

BRAND MARKS NEOM CO-BRANDING FOR EQUALITY NEOM wishes to foster partnerships built on trust, respect and equality so the relationship between the two brands needs to be weighted equally. NEOM CO-BRAND We cannot control the many sizes and shapes of a partner brand, so visually assess the space both brand marks occupy and create a balanced 50/50 partnership. 20

BRAND MARKS NEOM CO-BRANDING OVERVIEW NEOM will partner with many brands so we need to manage the relationship between our brand marks. Brand marks come in many shapes and sizes so the rules governing co-branding need to be simple and versatile. When NEOM is leading the relationship, the NEOM brand always comes first in the order. A simple and sophisticated line joins the brand marks together. The line also acts to protects both marks from having a visual impact upon one another. You should use the full NEOM brand mark in all situations unless available space is limited and the NEOM word mark is the appropriate choice. 21

BRAND MARKS NEOM CO-BRANDING USAGE Designing for balance. Partner brands and the line are centrally aligned with the future loop or word mark. This method is the most aesthetically pleasing when creating co-branding assets. The space either side of the line is dictated by the distance between the future loop and the bottom of the mark, or the O of NEOM in the word mark. The height of the line between the two brand marks is dictated by the width of the lowest section of the future loop. For the word mark use the gap between the ascenders of the M in NEOM. The line weight is set at 1pt when the future loop has a width of 27mm, or the cap-height of the word mark is 8.5mm. The line weight increases as you increase the size of the NEOM brand mark. The minimum line weight is 1pt regardless of how small the NEOM brand mark goes. 22

BRAND MARKS NEOM ENDORSEMENT BRANDING We use an endorsement when IMAGINED AT IMAGINED AT the relationship between NEOM and a partner brand needs to be clearly defined. The clear space shown is only a minimum and can be increased if necessary. The distance between the future loop mark and the word mark dictates the size of the clear space. IMAGINED AT 23

BRAND MARKS NEOM ENDORSEMENT USAGE Defining the relationship. IMAGINED AT IMAGINED AT The endorsement is always aligned to the centre of the mark, set in upper case Brown Regular with tracking set at 200. Automatic leading is used when more than one line of copy is required. The distance between the endorsement and the future loop is equal to the distance between the future loop and the word mark. The endorsement cap-height is equal to half that distance. IMAGINED AT For the vertical word mark, the distance is equal to the cap-height of the word mark and the cap-height of the endorsement is half that distance. For the horizontal word mark, the distance is equal to the width of the N in the NEOM word mark and the cap-height of the endorsement is half cap- height of the word mark. 24

BRAND MARKS NEOM ENDORSED CO-BRANDING IMAGINED AT In certain circumstances, the relationship between co-branded brand marks require explanation. Occasionally, situations arise where both brands are endorsing a third party or initiative. Defining their relationship becomes necessary. IMAGINED AT 25

BRAND MARKS NEOM ENDORSED CO-BRANDING IMAGINED AT USAGE All additional measurements for endorsed co-branding is taken from the line. The height of the line defines the space between the endorsement and the tallest brand mark. Whether that is the NEOM brand mark of the IMAGINED AT partner brand. The cap-height of the endorsement is half the height of the line and the endorsement is centred on the line. 26

BRAND MARKS NEOM CO-BRANDING SECONDARY PARTNER When NEOM is not the leading partner and must conform to another brands co-branding guidelines, there are a couple of simple rules the leading partner must take into account. The partner brand visually assess the space both brand marks occupy and create a balanced 50/50 partnership. Partner brands aligned with the centre of the future loop. 27

BRAND MARKS NEOM MARK USAGE — CLEAR SPACE An area of clear space has been defined to protect the integrity of the NEOM marks. This space should remain free of any elements such as text, graphics, imagery and other logos. The clear space shown is only a minimum and can be increased if necessary. The distance between the future loop mark and the word mark dictates the size of the clear space. 28

BRAND MARKS NEOM MARK USAGE — MINIMUM PRIMARY BRAND FUTURE LOOP WORD MARK MARK MARK SIZE A minimum size has also been established for the marks to ensure quality in reproduction. The marks are always measured by their width. Minimum size for the NEOM primary brand mark is 15 mm. Minimum size for the NEOM future loop mark is 10 mm. Minimum size for the NEOM word mark is 15 mm. 29

BRAND MARKS NEOM MARK USAGE CENTER STAGE BRAND PRESENCE — PLACEMENT Center stage We position the primary brand mark center stage when we want to hero the brand. Ensure the mark doesn’t struggle to be seen over a busy image. Across all formats, the center stage option is larger than the brand presence options. Brand presence When the cover information needs to take priority, the mark can occupy the corners or anywhere in the central column of the document that works for the content and background. The mark becomes less of a hero and more of a brand presence. 30

BRAND MARKS NEOM MARK USAGE X — WIDTH ON FORMATS 1. 2. X is calculated using the A8 The size of our brand mark across different formats A6 A7 following formulas: A4 is very important. A5 A2 BILLBOARD 1. For all Standard formats We have developed a set of formulas to help us A3 LAMPPOST (Width + Height) ÷ 20 = X A0 achieve consistency in our brand mark proportions in applications across multiple formats, sizes 2. For all Outdoor formats INDOOR BILLBOARD and media. (Width + Height) ÷ 10 = X A1 Define the format size 3. For all Digital formats Define the size based on the specifications supplied (Width + Height) ÷ 15 = X or relevant media formats e.g. A0, A1, A2, lamppost, STANDARD OUTDOOR skyscraper, mupi, unipole, etc. 4. For all Extreme formats A ratio of 1:10 of the Calculating X longest side = X X is defined as the width of our brand mark. We use 3. 4. this unit of size across all applications, it enables RATIO 1:10 HORIZONTAL For extreme horizontal or RATIO 1:10 VERTICAL SQUARE our brand mark to remain proportionate in size. SKYSCRAPER vertical formats, size the EXTREME HORIZONTAL brand mark as per the Note: Our brand mark may not be scaled smaller minimum clear space. HALF BANNER than the minimum recommended size (primary brand mark minimum size is 15 mm). FULL BANNER DIGITAL EXTREME 31

BRAND MARKS NEOM MARK USAGE — ON IMAGERY The full color brand mark can be used over all types of photography. As a general rule, the full color brand mark can be used with different photographic backgrounds, as clear contrast is not always needed on all sections of the future loop; as long as the word mark is clearly legible. If more contrast is needed, please see the following pages. 32

BRAND MARKS NEOM MARK USAGE USING THE WHITE BRAND MARK USING THE TRANSPARENT BOX — ON THE FRAME IMAGERY Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna THE aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit TRANSPARENT lobortis nisl ut aliquip ex ea commodo consequat. Duis autem BOX vel eum iriure dolor in hendrerit in vulpu Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam As a secondary option and if contrast Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat is needed, the white brand mark or volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel the transparent box with the full color eum iriure dolor in hendrerit in brand mark is used. To make the brand mark stand out, the secondary white mark can be used on photography. THE TRANSPARENT If the brand mark needs to be shown in full color, the BOX THE transparent box can be used as a holding device to Lorem ipsum dolor sit amet, TRANSPARENT ensure there is contrast between image and mark. consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut BOX laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing e…

BRAND MARKS NEOM MARK USAGE — MISUSES Always use the patterns provided. Never re-color the word mark. It must The future loop mark should never Avoid using the brand mark on dark Do not substitute or remove elements appear in either black or white appear as a solid color or complicated/busy backgrounds These missuses, although shown using the NEOM primary brand mark, also apply to all of the secondary marks. The NEOM brand will span a myriad of touchpoints, and as such, consistency in brand mark usage is NEOM critical to ensuring brand recognition. It is important NEW WAY. NEW ERA the NEOM brand mark, NEOM future loop mark and NEOM word mark are used correctly and to best possible effect. Here are a few simple things to avoid. Never use the primary brand mark on The word mark should never appear Never replace the word mark with a Do not add copy lines to the logo dark colored backgrounds either side of the future loop mark different typeface Do not rotate the brand mark, The word mark should never appear Effects such as 3D extrusions or drop Never use a grayscale version of it should only be used horizontally above the future loop mark shadows, etc. should not be used the brand mark 34

NEOM The NEOM brand relies on the use of a limited color palette to create a classic premium feel for the brand. The elegant use of four colors – black, white, cream and gold, create a simple and chic canvas for the NEOM brand. When using brand color please use the provided values to ensure consistency across all touchpoints. C O L O R SECTIONS PRIMARY COLORS SECONDARY COLORS COLOR USAGE RATIO 35

COLOR NEOM PRIMARY COLORS CREAM WHITE BLACK GOLD GOLD Cream and white should be used predominantly for background colors. The light tones keep content PANTONE 9043 PANTONE BLACK C PANTONE 110C METALLIC PANTONE 10120C fresh and easy to read. Cream should only be used R 241 C 0 R 255 C 0 R 19 C 30 R 235 C 0 for graphic elements and never for text. A deliberate G 239 M 0 G 255 M 0 G 16 M 30 G 192 M 20 and generous use of white space gives a premium B 224 Y 10 B 255 Y 0 B 13 Y 30 B 63 Y 80 K 8 K 0 K 100 K 10 and artful feel to communications and is an essential element of the NEOM brand. #F1EFE0 #FFFFFF #13100D #EBC03F Black should be used sparingly within the system, and used primarily in rectangular frames and text. For areas of black please use a rich black with a CMYK breakdown of 30, 30, 30, 100. For text purposes, please use only 100% black with a CMYK 90% 50% break down of 0, 0, 0, 100. Gold is used as an accent color within the system. Gold is appropriate for use in infographics, icons, 75% 25% keylines, ribbons, and other graphic elements meant to highlight important content. 50% 36

COLOR NEOM SECONDARY COLORS The secondary colors are inspired by RED LIGHT BLUE ORANGE GREEN DARK BLUE the five principles of the future loop PANTONE 179C PANTONE 7690C PANTONE 715C PANTONE 7728C PANTONE 2955C mark – technology, nature, livability, R 224 C 0 R 0 C 90 R 241 C 0 R 0 C 90 R 0 C 100 G 64 M 85 G 123 M 40 G 136 M 55 G 107 M 0 G 56 M 55 sustainability and community. B 63 Y 70 B 181 Y 10 B 37 Y 90 B 68 Y 75 B 101 Y 0 K 5 K 0 K 0 K 45 K 55 #E0403F #007BB5 #F18825 #006B44 #003865 The secondary palette is deliberately limited in order to complement the more vibrant colors of the future loop mark, ribbons and photography. This also works to preserve the purity and strength of the primary NEOM brand assets. Secondary colors should be used more sparingly 50% 50% 50% 50% 50% than their primary counterparts when designing for the master brand – for example, to highlight information within technical documents and infographics. 25% 25% 25% 25% 25% 37

COLOR NEOM COLOR RATIO A balance for color HEAVY USE LIGHT TOUCH 40% 30% 10%10%10% A robust color palette provides for many design options, however thoughtful consideration and restraint ensures NEOM retains its sophisticated visual identity. The primary color palette should always dominate communication. Here is a general guide for making effective color choices in compositions. This isn’t meant to imply a strict mathematical distribution of the colors; rather, these ratios should help your layout pass a squint test. 38

COLOR NEOM DEPARTMENT COLORS USAGE EXAMPLE: NEOM SOCIAL RESPONSIBILITY COLOR PALETTE EDUCATION ENABLEMENT ENGAGEMENT The NEOM color palette is used in different ratios across different departments. The NEOM color palette is used in different rations across the different NEOM departments, with secondary colors taking a more active leading role, i.e. NEOM Social Responsibility color palette champions the Dark Blue, Red and Green NEOM secondary colors to represent each of their pillars. 39

COLOR NEOM TONALITY ACROSS ++ TONALITY IS MAINTAINED ACROSS COLOR PALETTES COLORS HUMAN INNOVATION Our NEOM color palette can expand and grow outside of the NEOM masterbrand. In order to ensure the sophistication and consistency of the NEOM brand is maintained across all future NEOM related brands, the tonality of our colors is essential to maintain. Thus, resulting in a consistent overall palette across all NEOM related entities than can expand as needed. 40

COLOR NEOM TONALITY CASE EXAMPLE: Enowa.NEOM CASE EXAMPLE: Trojena ACROSS ++ ++ HUMAN INNOVATION HUMAN INNOVATION COLORS - EXAMPLES NEOM approved master palette. The fully extended NEOM color palette has both human and innovative tones to support it’s storytelling. CASE EXAMPLE: Oxagon CASE EXAMPLE: Tonomus.NEOM All places of NEOM utilise these colors to relay ++ ++ the unique stories, relevance and positionings. ++ ++ HUMAN INNOVATION HUMAN INNOVATION 41

NEOM The NEOM brand uses four typefaces. Brown is the Roman brand typeface used for all touchpoints in both print and digital. 29LT Bukra is the Arabic headline typeface and 29LT Zarid Text is the Arabic body copy typeface. Arial is the typeface for both Roman and Arabic system applications. Please only use the weights and styles listed on the following page. T Y P O G R A P H Y SECTIONS BRAND TYPEFACES BRAND TYPEFACES IN USE SYSTEM TYPEFACE 42

TYPOGRAPHY NEOM BRAND TYPEFACES BROWN Roman alphabet AVAILABLE WEIGHTS —— LIGHT REGULAR Brown is the primary Roman typeface for NEOM, to be used on both printed and web based applications. Brown is a commercial typeface. Arabic alphabet خط بكرة AVAILABLE WEIGHTS —— REGULAR 29LT Bukra is the primary headline typeface for Arabic communications to be used on both printed and web based applications. زرد Arabic alphabet AVAILABLE WEIGHTS —— REGULAR MEDIUM 29LT Zarid Text is the primary body copy typeface for Arabic communications, to be used on both printed and web based applications. Both Bukra and Zarid are commercial typefaces. 43

TYPOGRAPHY NEOM A CREATIVE USE OF TYPOGRAPHY SPACIOUS Playing with scale, leading, AND alignment and tracking can add beautiful details but this style of typography must be used sparingly so it stands out as special. Track characters out to give a grand sense of space. PREMIUM Increase the leading to heighten the effect. There are no hard rules for how far you can alter these settings but any use of typography must feel like it comes from NEOM — Ultimately, all NEOM typography should promote a premium and timeless brand. STYLE 44

TYPOGRAPHY NEOM USE OF KASHIDAS A kashida is an elongation of the connection between two letters of the Arabic alphabet. It is a type of justification employed for various reasons, such as typesetting, aesthetics, bilingual matching and expression. For the NEOM brand, kashidas are used in display applications, such as headlines and logotypes. They elongate the Arabic word to match the extended tracking we apply to our Latin headlines. Using kashidas correctly requires an intimate knowledge of Arabic typography. 45

TYPOGRAPHY NEOM CREATIVE USE OF TYPOGRAPHY ON LUXURY BOOK CREATIVE USE OF TYPOGRAPHY IN A HEADING 46

TYPOGRAPHY NEOM STANDARD USE OF TYPOGRAPHY UPPER CASE For the majority of communications BROWN REGULAR there’s a standard use of typography. Tracking 200 HEADLINE A set of guiding principles ensure Upper case NEOM is seen as a unified brand. Headlines are set in upper case Brown Regular with Secondary headline in sentence case tracking set at 200. All other text is sentence case BROWN REGULAR with 0 tracking. Typography can appear in black on No additional tracking light backgrounds/photographs or white on dark backgrounds/photographs. Occasionally subheads may appear in a gold accent, but must be minimal Body text is set ranged left whenever possible and limited in use. BROWN LIGHT to maximize legibility. It is set in Brown Light and colored solid black on white or light backgrounds. No additional tracking Body copy should be set in Brown Light. When On black or dark backgrounds body text can be colored white. emphasis is needed in body text or for subheads, they may appear in Brown Regular. Left aligned text Subhead set in Brown Regular is preferred wherever possible. BROWN REGULAR Emphasis is given by using Brown Regular as shown above. It is recommended that hyphenation is No additional tracking Multiply the point size by 1.4 to define the leading. switched off with all text settings. Use a carriage return to separate paragraphs. 47

TYPOGRAPHY NEOM SIZE AND SPACE RATIO UPPER CASE HEADINGS In most applications the balance of SPACE RATIO SIZE RATIO headlines and text should follow a 3.5 : 1 HEADLINE simple rule. 1 The headlines, secondary headlines and body text 1 have a constant relationship with each other. Secondary headline in sentence case This keeps a consistent style across all formats SIZE RATIO regardless of size. 2 : 1 1.5 Body text is your starting point for size with a ratio of 1 : 1 and you can work out the size of the Body text is set ranged left whenever possible secondary and primary headlines by multiplying SIZE RATIO to maximize legibility. It is set in Brown Light and BODY TEXT using the relevant ratio. Line spacing follows a colored solid black on white or light backgrounds. 1 : 1 SPACE RATIO simpler principle. On black or dark backgrounds body text can 1 be colored white. 1 Always try to stay within the recommended ratio 1 Subhead set in Brown Regular size within 2 to 4 pt. SIZE RATIO Emphasis is given by using Brown Regular as shown above. It is recommended that hyphenation is 1 : 1 It’s important to note these are basic guides only switched off with all text setting. and deal with typography at its simplest level. 48

TYPOGRAPHY NEOM STANDARD USE OF TYPOGRAPHY العنوان الرئيسي This is an example of how the NEOM 29LT BUKRA REGULAR Arabic typographic styling should work in applications. العنوان الثانوي Headlines are set in 29LT Bukra Regular. All other text 29LT ZARID TEXT MEDIUM is 29LT Zarid Text Regular or Medium. Typography can appear in black on light backgrounds/photographs or white on dark backgrounds/photographs. Occasionally subheads may appear in a gold accent, but must be minimal and limited in use. يتم ضبط النص إىل اليمني لزيادة الوضوح كلما أمكن، وذلك بخط 29LT ZARID TEXT REGULAR 29LT Zarid Text Regular باللون الأسود عىل خلفية بيضاء أو فاتحة. Body copy should be set in 29LT Zarid Text خلفية سوداء أو داكنة عىل. يصبح النص باللون الأبيض Regular. When emphasis is needed in body text or for subheads, they may appear in 29LT Zarid 29LT Zarid Text Medium العنوان الفرعي بخط Text Medium. للعناوين الفرعية، يستخدم خط 29LT Zarid Text Medium كما هو موضح 29LT ZARID TEXT MEDIUM Multiply the point size by 1.4 to define the leading. يف الأعىل. Use a carriage return to separate paragraphs. 49

TYPOGRAPHY NEOM SIZE AND SPACE RATIO العنوان الرئيسيSIZE RATIO In most applications the balance of HEADINGS SPACE RATIO headlines and text should follow a 3 : 1 simple rule. 1 العنوان الثانوي The headlines, secondary headlines and body text SIZE RATIO have a constant relationship with each other. 1.8 : 1 This keeps a consistent style across all formats regardless of size. 1.5 Body text is your starting point for size with a يتم ضبط النص إىل اليمني لزيادة الوضوح كلما أمكن، وذلك بخط ratio of 1 : 1 and you can work out the size of the SIZE RATIO 29LT Zarid Text Regular باللون الأسود عىل خلفية بيضاء أو فاتحة. BODY TEXT secondary and primary headlines by multiplying 1 : 1 SPACE RATIO خلفية سوداء أو داكنة عىل. يصبح النص باللون الأبيض using the relevant ratio. Line spacing follows a 1 simpler principle. 29LT Zarid Text Medium العنوان الفرعي بخط 1 للعناوين الفرعية، يستخدم خط 29LT Zarid Text Medium كما هو موضح Always try to stay within the recommended ratio SIZE RATIO 1 1 : 1 size within 2 to 4 pt. يف الأعىل. It’s important to note these are basic guides only and deal with typography at its simplest level. 50

TYPOGRAPHY NEOM SYSTEM TYPEFACE Use the system font Arial for other ARIAL AVAILABLE WEIGHTS —— REGULAR BOLD applications such as PowerPoint. Using Arial as the system font ensures that typical MicroSoft Office applications such as PowerPoint, Word and Excel display the font correctly on all users’ computers. AVAILABLE WEIGHTS —— REGULAR BOLD 51

TYPOGRAPHY NEOM STANDARD USE OF TYPOGRAPHY IN A BROCHURE STANDARD USE OF TYPOGRAPHY ON POSTCARDS 52

NEOM Photography plays a critical role for the NEOM brand. NEOM is a giga-project and needs to communicate many different topics to many different audiences – ranging from internal initiatives, corporate communications or investor collateral, to promoting the economic sectors such as tourism, sport and education. Setting a few simple but important guidelines for photography will ensure any imagery chosen consistently represents the NEOM brand. PHOTOGR APHY SECTIONS CRITERIA FOR PHOTOGRAPHY PHOTOGRAPHIC SUBJECTS COMMISSIONED PHOTOGRAPHY 53

PHOTOGRAPHY NEOM CRITERIA FOR PHOTOGRAPHY When we choose photography, three simple criteria ensure a REMARKABLE SOPHISTICATED REAL consistent style across many topics of conversation. Bring people close to NEOM by NEOM is a sophisticated brand, NEOM is a remarkable concept. These criteria should be adhered to whether the making it real and authentic. intelligent and clear in what it wants It will never be everyday or mundane, content is abstract, metaphorical, portraiture, NEOM deals in high level concepts to communicate. So we keep it clean, so when selecting photography look corporate or lifestyle. but they are always real and high in quality and appealing. Avoid for content and perspectives that are achievable, so we must be believable cluttering the image with lots of unique and aspirational. Avoid staged If your selection answers these questions, you have and avoid imagery that is fantastical. unnecessary elements. shots and the conventional. found an image that’s right for NEOM: Real images are inviting and draw people in. Does the photo feel aspirational? Does it feel remarkable? Does the image feel real, not artificial or fake? Does it communicate a simple, appealing and uncluttered message? 54

PHOTOGRAPHY NEOM PHOTOGRAPHY SUBJECTS The economic sectors are the foundations for everything we are creating within NEOM. When choosing or commissioning photography for each sector, ensure your search is thorough and carefully considered to ensure it reaches the heights NEOM requires to be respected world-class brand. 55

PHOTOGRAPHY NEOM PHOTOGRAPHY Use imagery that shows Show the foremost NEOM as a regional methods of capturing the powerhouse in water power of the elements. SUBJECTS production and storage. WATER ENERGY Show the highest of high Think beyond the plate. Choose images showing tech: virtual reality, AI Feature shots like farms leading advances in and data science. using science and the movement, connection, latest technology to grow transportation and travel. TECHNOLOGY fresh food. MOBILITY FOOD AND DIGITAL Use aspirational and Communicate leisure Show images relevant to atmospheric photography on an aspirational and the invention and production from the world of film and glamorous scale. of state-of-the-art entertainment. manufacturing. ENTERTAINMENT MANUFACTURING MEDIA AND CULTURE 56

PHOTOGRAPHY NEOM PHOTOGRAPHY Lead with unforgettable, Lead with the best in unexpected and enriching services, technology and experiences. aspirational photography. SUBJECTS FINANCIAL TOURISM SERVICES Showcase high-profile Show beautiful imagery sports with strong mental of innovative design, raw and physical athletic materials and construction. prowess and poise. DESIGN AND SPORT CONSTRUCTION Show the latest innovations Use images showing in learning and technology world-class treatments that champion creativity and best-in-practice HEALTH, and knowledge. for well-being. WELL-BEING EDUCATION AND BIO-TECH 57

PHOTOGRAPHY NEOM COMMISSIONED PHOTOGRAPHY PEOPLE ENVIRONMENTS Commissioned environmental photography follows the same principles as bought photography. Portraiture and group shots are more subtle because of their personal nature. NEOM is at the start of its journey but it needs to feel like a real place is taking shape. NEOM’s principles of future facing, multifaceted, graphic and bold in color underpin all commissioned photography, and as much as it must look beautiful and aspirational it must also feel as real as possible. The choice of photographer is critical to any shoot and must be chosen based on experience capturing the NEOM style. © 2020 Jody Rogac 58

PHOTOGRAPHY NEOM PEOPLE PHOTOGRAPHY COLOR BLACK & WHITE The subject should be posed and cropped in close to look confident, natural and personal. NEOM portraits shot in color should feel real and natural – Skin tones, lighting and saturation are controlled to feel honest and sympathetic to the subject. Expressions are natural, relaxed and confidently looking direct to camera. The photographers Jody Rogac or Abdullah Alshehri would be a good choice for this style. NEOM black and white portraits are shot with the same expectations but we allow for more contrast. All portrait images are for reference only and cannot be used for promotional purposes. © 2020 Jody Rogac 59

PHOTOGRAPHY NEOM PEOPLE The standard The head is IN DETAIL background color confidently cropped should be neutral with a very subtle touch of the cream showing through Lighting is gentle and the lightest point still has some tone Light should be from one side and shadows should never run to full black. The overall effect is the level of detail you get from a painting from one of the masters. Keep plenty of color The skin should be and tone in the warm; do not desaturate shadow on skin or over-saturate Retouched for beauty but keep the natural skin tones and skin texture of the subject A hint of culture when styling a subject indicates NEOM is not perceived as a © 2020 Jody Rogac corporate driven society 60

PHOTOGRAPHY NEOM TRADITIONAL CLOTHING These images are not to be used as reference for lighting or retouching as they are far too perfect in the skin to look natural. They are here to show how the traditional attire can work within the system. By using the right angle, negative space can be created to lighten the overall appearance of the image. 61

PHOTOGRAPHY NEOM PEOPLE — WHAT TO AVOID Too much contrast Avoid colored gels Don’t lose eye contact Avoid fashionista attitude The wrong style of lighting, expression and composition will give the wrong impression. Here is what to avoid. We want to avoid anything that looks fake, overly styled or retouched and trying too hard to be futuristic or fashionable. Look forward, don’t look back Don’t over style the subject Avoid harsh vignetting in the back- Do not retouch to a point where the ground subject looks duo-tone Images for visual reference only, source not verified or licensed. Don’t use lens flares or dramatic Don’t lose the impact by showing too lighting techniques much body 62

PHOTOGRAPHY NEOM ENVIRONMENT PHOTOGRAPHY FOCUS — SCALE FOCUS — DETAIL NEOM is a land of beauty and potential. Taking photographs of environments should be elevated to an art form. Environments follow the same principles when shooting landscapes and urban environments. Beauty is in the detail, so shoot with a hero element in mind rather than getting as much into one scene as possible. Framing a powerful focal point, such as an island, a mountain range, a majestic ridge or a river with exquisite attention to detail, elevates that element to an art form. Worthy of addition to any gallery. By focusing on the epic nature of NEOM we can show the incredible scale of the NEOM project. 63

PHOTOGRAPHY NEOM RURAL IN DETAIL Make the most of every texture. These are By focusing on one features that make the particular element of scene feel real NEOM, we can bring out its best features. If the whole scene was of equal balance, nothing would stand out as special Use the elements This scene is rich but nature provides in the still sophisticated environment to with the use of muted add layers of interest areas. Try to keep to a simple color palette. Too many colors can be overbearing 64

PHOTOGRAPHY NEOM PHOTO JOURNALISM The intention of the photo journalism style is to capture real moments happening in NEOM such as sport events, workshops and community initiatives, etc. NEOM photo journalistic shots should feel real and natural - skin tones, lighting and saturation are controlled to feel honest and sympathetic to the subject matter. The images are a tool to capture moments in NEOM and to communicate in a natural, relaxed and confident matter. 65

PHOTOGRAPHY NEOM PHOTO DO’S DONT’S JOURNALISM - USES AND MISUSES Do: Follow the same principles as NEOM. Shoot with a hero element in mind. Ensure there is enough breathing space to allow for the subject to be communicated clearly. Don’t: Try to get as much into one scene as possible. Make the image look posed. Create busy cluttered backgrounds. Use imagery that reinforce culture or gender stereotypes. Incorrectly present national dress. 66

PHOTOGRAPHY NEOM PHOTO P Slightly blurred background to ensure JOURNALISM the figure is the hero J IN DETAIL A fe all o the A few adjustments should be made to ensure all our photo journalistic photography follows the same treatment. Increased red color balance to achieve soft skin tone Subject matter is not centered to balance composition (subject is placed at 2/3 of the composition) Decreased saturation to control lighting and ensure it is balanced 67

NEOM The ribbon is an adaptable creative asset and an essential element of the NEOM brand. NEOM’s ribbons play a specific role for the corporate brand and the economic sectors. They give each sector a unique and relevant personality. Only use the ribbons specifically created for each sector. The corporate brand has two ribbons — the corporate flexible ribbon and the corporate flowing ribbon. T H E R I B B O N SECTIONS THE FLEXIBLE RIBBON THE FLOWING RIBBON RIBBONS IN USE 68

THE RIBBON NEOM CORPORATE FLEXIBLE RIBBON This is a graphic interpretation of the ribbon designed to house the potential of NEOM. It was created to tell multiple stories that can adapt with the brand. It was originally used throughout communications but its role has evolved, and is used more sparingly for greater impact. Although not limited to this, the corporate ribbon is used primarily as large hero graphics within office environments. 69

THE RIBBON NEOM THE FLEXIBLE CORPORATE RIBBON FLEXIBLE RULES A graphic interpretation of the Although we have a range of FRAME WRAPPING ribbon designed to house the ribbons already available to us, If you use the frame, the potential of NEOM. It was created you are encouraged to fill the ribbon can wrap around and interact with it. to tell multiple stories that can ribbons with relevant content. adapt with the brand. The ribbons must crop into and out of an area. This gives the impression of the ribbon being part It was originally used extensively throughout of a much longer story. communications but it’s role has evolved, and is used more sparingly for greater impact. The ribbons must be consistent in width within the same area. This shows a continuation of the CORNER CROPS The flexible ribbon is an evolution of the future same story throughout. loop, created to hold photography that shows the These allow you to use potential of NEOM. With each twist and loop, the wall corners to start and story of NEOM evolves. end a ribbon. They should be used as hero graphics for environments and big statement pieces. 70

THE RIBBON NEOM THE FLEXIBLE CORPORATE RIBBON FLEXIBLE COLOR A graphic interpretation of the A subtler version of the corporate ribbon designed to house the flexible ribbon is available when you potential of NEOM. It was created want to have a consistent brand to tell multiple stories that can presence but don’t want to use adapt with the brand. photography. NEOM gold should be used for these ribbons. It was originally used extensively throughout communications but it’s role has evolved, and is The shadow within the colored ribbon is a darker used more sparingly for greater impact. version of the gold color. This is multiplied over the gold ribbon for the finished warm effect. The flexible ribbon is an evolution of the future loop, created to hold photography that shows the GOLD SHADOW potential of NEOM. With each twist and loop, the R 174 C 0 story of NEOM evolves. G 145 M 20 B 49 Y 80 They should be used as hero graphics for K 40 environments and big statement pieces. #AE9131 71

THE RIBBON NEOM CORPORATE FLOWING RIBBON The corporate flowing ribbon is used primarily for environments as a decorative device. This ribbon cannot hold imagery. This ribbon brings energy and beauty to an environment. Showing NEOM is alive and always in motion. The flowing ribbon can be in any of NEOM’s primary colors or take on the color of the environment it’s to be placed in, but the gold version holds the strongest association to NEOM. 72

THE RIBBON NEOM THE CORPORATE FLEXIBLE RIBBON NEOM OFFICES THE CORPORATE FLOWING RIBBON NEOM OFFICES 73

THE RIBBON NEOM RIBBON LIBRARY NEOM has a selection of ribbon templates to get you started. Shown here are a selection of some of the available ribbons already created. You can add imagery to the options on the top row. Select the best ribbon template for your requirement. 74

NEOM Our additional graphic elements are highly flexible and provide depth and texture and help to unify the identity system. GRAPHIC ELEMENTS SECTIONS THE FRAME THE PATTERNS THE TRANSPARENT BOX ICONOGRAPHY GRAPHIC KEYLINES 75

NEOM T H E F R A M E 76

GRAPHIC ELEMENTS NEOM X THE FRAME X The frame is a regular feature of the NEOM identity. X — The frame border must remain equal along all four edges. Use Framing of elements gives a greater sense the grid to ensure the frame of consideration to whatever is being presented, is consistent across similar either text or imagery. Framing elements is an publications. important part of our compositional style and wide, symmetrical margins are an integral part of this approach. The frame should be used sparingly so it stands out as special. Do not use the frame device across every page within a publication. Using the frame sparingly creates rhythm within the pages of our presentations, communications and publications and ensures that our layouts do not X become repetitive. Full bleed layouts are also a key feature of the brand, in this case the frame is not needed. X 77

GRAPHIC ELEMENTS NEOM THE IMAGERY WITH TYPE IMAGERY ONLY CREATIVE USE OF TYPE AND IMAGERY FRAME PORTRAIT PORTRAIT PORTRAIT THE FRAME The margin gives you the outer edge of the NEOM frame, which can be filled with any NEOM color and image. NEOM LANDSCAPE LANDSCAPE LANDSCAPE THE FRAME NEOM 78

NEOM P A T T E R N S 79

GRAPHIC ELEMENTS NEOM THE FULL COLOR COMMUNITY NATURE TECHNOLOGY PATTERNS We have five patterns which are reserved for use within the brand mark. Each of the five patterns represents a NEOM principle: technology, nature, livability, sustainability and community. If used as a graphic asset, they should be in motion in high-definition, telling a story about the pillar they represent and building the story of the master brand. LIVABILITY SUSTAINABILITY 80

GRAPHIC ELEMENTS NEOM THE MONO PATTERNS CREAM MONO PATTERNS – 5 DISCIPLINES PATTERN TONAL MONO COLORED PATTERNS – CREAM MONO PATTERNS – INDIVIDUAL PATTERNS INDIVIDUAL PATTERNS Mono colored patterns Mono coloured embossed Mono coloured foiled Mono coloured embroiddered Our patterns only exist in the mono colorway to ensure a subtle, supportive approach is maintained across the NEOM brand. 81

GRAPHIC ELEMENTS NEOM THE MONO PATTERNS - IN DETAIL Cream mono patterns - 5 disciplines pattern. These patterns are generally used in presentations as a background for dividers or can be used on merchandise or digital wallpaper. Use the corresponding theme if the topic is relevant. When the 5 disciplines need to be represented at once, the 5 disciplines pattern can be used. This pattern has been carefully created so the patterns are in balance with each other. 82

GRAPHIC ELEMENTS NEOM THE MONO PATTERNS - IN DETAIL Cream mono patterns - the individual patterns. The mono individual patterns are used where a more subtle approach is needed. Use the corresponding theme pattern if the topic is relevant. 83

GRAPHIC ELEMENTS NEOM Mono colored patterns Mono coloured embossed Mono coloured foiled Mono coloured embroiddered THE MONO PATTERNS - IN DETAIL Tonal mono colored patterns - individual patterns. The tonal mono colored patterns are used in presentations as a background for dividers or can be used on merchandise or digital wallpaper. They provide a subtle and sophisticated approach to adding color within patterns across the NEOM brand. Use the corresponding theme pattern if the topic is relevant. Do not use the 5 tonal mono colored patterns disciplines at once. Each tonal colored pattern should be used individually. 84

NEOM THE TRANSPARENT BOX 85

GRAPHIC ELEMENTS NEOM THE TRANSPARENT BOX A transparent box for content adds a modernity to our compositions and allows text to be read over complex imagery. It’s always in black and applied sparingly. It is most effective when used to let a background image or graphic show through, subtly, without disrupting the foreground elements. Transparency values range from 75 – 85% depending on the tonal value of the background. Allow plenty of breathing space between the edge of the box and the content inside. 86

GRAPHIC ELEMENTS NEOM THE TRANSPARENT Transparent box is used sparingly Transparent box is used sparingly BOX - USES Text is left aligned Text is left aligned THE THE TRANSPARENT BOX TRANSPARENT AND MISUSES BOX Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation Lorem ipsum dolor sit amet, ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in consectetuer adipiscing elit, sed diam hendrerit in nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in The NEOM transparent box is used sparingly as an element to ensure legibility of content without compromising the background Transparent box should never be centered. Transparent box should never be a full bleed. Transparent box should never be a full bleed. When the transparent box is used, text should be left aligned. Does not allow for the image to be the hero of the layout. Never …

GRAPHIC ELEMENTS NEOM THE TRANSPARENT A4 FORMAT A3 FORMAT A5 FORMAT 1280 X 720PX 1280 X 720PX A5 PORTRAIT A PORTRAIT A3 PORTRAIT BOX USAGE 76px margin with total of 47 lines 14mm margin with total of 19 lines 20mm margin with total of 31 lines 27mm margin with total of 43 lines 12 columns : 11 gutters 5 columns : 4 gutters 8 columns : 7 gutters 11 columns : 10 gutters THE THE THE THE TRANSPARENT TRANSPARENT TRANSPARENT BOX BOX BOX TRANSPARENT Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed BOX Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer diam nonummy nibh euismod tincidunt ut laoreet dolore magna adipiscing elit, sed diam nonummy nibh adipiscing elit, sed diam nonummy nibh aliquam euismod tincidunt ut laoreet dolore magna euismod tincidunt ut laoreet dolore magna aliquam aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed Lorem ipsum dolor sit amet, consectetuer Lorem ipsum dolor sit amet, consectetuer diam nonummy nibh euismod tincidunt ut laoreet dolore magna adipiscing elit, sed diam nonummy nibh adipiscing elit, sed diam nonummy nibh Lorem ipsum dolor sit amet, aliquam erat volutpat. Ut wisi enim euismod tincidunt ut laoreet dolore magna euismod tincidunt ut laoreet dolore magna consectetuer adipiscing elit, sed diam ad minim veniam, quis nostrud exerci aliquam erat volutpat. Ut wisi enim ad aliquam erat volutpat. Ut wisi enim ad tation ullamcorper suscipit lobortis nonummy nibh euismod tincidunt ut mini…

GRAPHIC ELEMENTS NEOM THE TRANSPARENT BOX USAGE THE THE TRANSPARENT TRANSPARENT BOX BOX Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, nonummy nibh euismod tincidunt ut consectetuer adipiscing elit, sed diam The NEOM transparent box can be laoreet dolore magna aliquam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam Lorem ipsum dolor sit amet, nonummy nibh euismod tincidunt ut consectetuer adipiscing elit, sed diam laoreet dolore magna aliquam erat nonummy nibh euismod tincidunt ut volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper laoreet dolore magna aliquam erat suscipit lobortis nisl ut aliquip ex ea volutpat. Ut wisi enim ad minim veniam, commodo consequat. Duis autem vel quis nostrud exerci tation ullamcorper used in both the masterbrand black eum iriure dolor in hendrerit in suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in and cream colors. THE Use the transparent box in black over light imagery, TRANSPARENT THE TRANSPARENT BOX BOX and the transparent box in cream over dark imagery; Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed THE diam nonummy nibh euismod tincidunt ut laoreet dolore Lorem ipsum dolor sit amet, co…

GRAPHIC ELEMENTS NEOM TRANSPARENT FRAME USED ON POSTCARD TRANSPARENT FRAME USED IN NOTEBOOK 90

NEOM ICONOGRAPHY 91

GRAPHIC ELEMENTS NEOM ICON USAGE We have identified three styles for iconography. General icons are flat versions of the ribbon, GENERAL SECTOR INITIATIVE without shadows. ICONS ICONS ICONS Our economic sector icons represent a broad range of different subjects and should only be used when communicating specifically about these subjects. Initiative icons icons for departments and divisions within NEOM follow the sector icons ribbon styling NEOM with shadows. FRIENDS WATER TOURISM SAFE AND INTERNATIONAL VIBRANT CITIES COMMUNITY 92

GRAPHIC ELEMENTS NEOM GENERAL ICONS For all other iconography we use a flat version of the ribbon, without shadows. This ensures the economic sector icons are seen to have a more important role within NEOM. They are uniform in line width, used at small to medium sizes and rendered in any of the primary colors. The twist in the ribbon ensures they stand out as unique to NEOM. THE TWIST 93

GRAPHIC ELEMENTS NEOM GENERAL ICON EXAMPLES SAFE AND INTERNATIONAL ACCESS TO DIVERSE VIBRANT CITIES COMMUNITY LANDSCAPES ONE OF THE FIRST CLIMATE WALKABLE CITIES FREE CONSERVATION SUSTAINABLE NATURAL OPEN SPACES ELIMINATES DRIVING AS A POSITIVE SOCIETIES OF CONGESTION AGRICULTURE WITHIN 2KM MODE OF TRANSPORT A WORLD CLASS POWERED BY LOW-COST R&D SOLVING THE WORLD’S WISE USE OF NATURAL INNOVATION HUB MASS TRANSIT POWERED TOURIST DESTINATION RENEWABLE ENERGY BIGGEST PROBLEMS RESOURCES BY CLEAN ENERGY 94

GRAPHIC ELEMENTS NEOM GENERAL ICON EXAMPLES IN INFOGRAPHIC GENERAL ICON EXAMPLES IN FACT SHEET 95

GRAPHIC ELEMENTS NEOM ECONOMIC FOLDED RIBBON SECTOR ICONS Our economic sector icons represent a broad range of different subjects and should only be used when MOBILITY communicating specifically about these subjects. They are only used in the full color versions shown here. When talking about a specific economic sector, the icon can be a hero element. When talking about all of the economic sectors, the sector icons must be arranged and sized in a way that shows them as equal. Do not alter or create alternate versions of the economic sector icons. Use the ones provided. 96

GRAPHIC ELEMENTS NEOM ALL ECONOMIC SECTOR ICONS ENERGY WATER MOBILITY TECHNOLOGY AND DIGITAL FOOD MANUFACTURING MEDIA ENTERTAINMENT TOURISM AND CULTURE SPORT DESIGN AND FINANCIAL HEALTH, WELL-BEING EDUCATION CONSTRUCTION SERVICES AND BIO-TECH 97

GRAPHIC ELEMENTS NEOM LARGE SECTOR ICON IN BROCHURE SECTOR ICONS ARRANGED IN BROCHURE 98

GRAPHIC ELEMENTS NEOM INITIATIVE ICONS Initiative icons for departments and divisions within NEOM follow the sector icons ribbon styling with shadows. These icons can take up the color of the department they live in from within the NEOM masterbrand colors. NEOM NEOM DIGITAL CHAMPIONS AMBASSADORS The icons can live both in full color and NEOM black and white versions with shadows. NEOM NEOM FRIENDS CHAMPIONS NEOM SCHOLARSHIPS 99

NEOM GRAPHIC KEYLINES 100

GRAPHIC ELEMENTS NEOM GRAPHICS KEYLINES BULLET POINT ARROW STRAIGHT LINE Keylines can be used in a practical way to aid comprehension or as decorative graphic elements like bullet points and directional arrows. Keylines used within the masterbrand can be colored either gold, white or black using a single color per application and should also be used sparingly. Keylines are also used across NEOM brands, where they are able to take the color of the pillars to show the relationship between NEOM and NEOM brand. For most collateral held or seen at arms length use a keylines weight of 0.7pt. If seen from a distance you will need to increase the keyline weight but keep the relationship between the line and all other design elements visually the same across all collateral. In order to ensure that the graphic keylines are used sparingly, MS Office system bullet points are used 101

GRAPHIC ELEMENTS NEOM ARROW PLACED BETWEEN HEADING AND COPY GRAPHIC LINES SUPPORTING PAGE NUMBERING 102

GRAPHIC ELEMENTS NEOM العنوان GRAPHIC LINE BETWEEN HEADING العنوان الفرعي AND COPY لوریم ایبسوم دولار سیت أمیت ,كونسیكتیتور أدایبا یسكینج ألیایت,سیت دو أیوسمود تیمبورأنكایدیدیونتیوت لابوري ات دولار ماجنا ألیكیوا. یوت انیم أد مینیم فینایم, كیواس نوسترید. دیواس أیوتي أریري دولار إن ریبریھیندیرأیت فولیوبتاتي فیلایت أیسسي كایللیوم دولار أیو فیجایت نیولا بارایاتیور. أیكسسیبتیور ساینت أوككایكات كیوبایداتات نون بروایدینت ,سیونت ان كیولبا كیو أوفیسیا. دیسیریونتمولیت انیم أیدي ایست لابوریوم. سیت یتبیرسبایكیاتیس یوندي أومنیس أستي ناتیس أیررور سیت فولیبتاتیم أكیسأنتییوم دولاریمكیو لایودانتیوم, توتام ریم أبیرأم, أیكیو أبسا كیواي أب أللو أنفینتوري فیرأتاتیس ایت كیاسي أرشیتیكتو بیتاي فیتاي دیكاتا سیونت أكسبلیكابو. نیمو أنیم أبسام فولیوباتاتیم كیواي فولیوبتاس سایت أسبیرناتشر أیوت أودایت أیوت فیوجایت, سید كیواي كونسیكیونتشر ماجناي دولارس أیوس كیواي راتاشن فولیوبتاتیم سیكیواي نیسكایونت. نیكیو بوررو كیوایسكیوم ایست. SUBHEADLINE GOES HERE 12 DEC 2021 GRAPHIC LINE BETWEEN HEADING AND COPY 103

NEOM The following guide will ensure we have a consistent brand presence for all films produced for NEOM. BRANDING FOR FILM SECTIONS BRANDING FOR FILM FORMATS TRANSITION TO URL FILM SUPERS FILM SUBTITLES 104

BRANDING FOR FILM NEOM BRANDING FOR FILM We require a consistent placement and style of animation for the brand mark on all films we make for NEOM. The brand mark is positioned by placing the bottom of the future loop on the centre line of your format. The position and size of the brand mark is the same when it is locked up with our brand line MADE TO CHANGE, use the appropriate lock-up for the language of the audience. The following page shows how to determine the size of the mark for different formats. 105

BRANDING FOR FILM NEOM LATIN FORMAT FORMAT FORMAT FORMAT 9:16 1:1 4:5 16:9 FORMATS 16:9 — The futureloop is 25% of the screen height. 9:16 — The futureloop is 16.67% of the screen height. 4:5 — The futureloop is 23.70% of the screen height. MADE TO CHANGE MADE TO CHANGE MADE TO CHANGE 1:1 — The futureloop is 26.85% of the screen height. 106

BRANDING FOR FILM NEOM ARABIC FORMAT FORMAT FORMAT FORMAT 9:16 1:1 4:5 16:9 FORMATS 16:9 — The futureloop is 25% of the screen height. 9:16 — The futureloop is 16.67% of the screen height. 4:5 — The futureloop is 23.70% of the screen height. MADE TO CHANGE MADE TO CHANGE MADE TO CHANGE 1:1 — The futureloop is 26.85% of the screen height. 107

BRANDING FOR FILM NEOM TRANSITION TO URL MADE TO CHANGE MADE TO CHANGE To emphasise the concept of made for change, the characters collapse to the centre line and expand to reveal the URL. PRIOR TO TRANSITION CHARACTERS COLLAPSE TO THE CENTRE LINE The URL is always written with NEOM and .COM in UNTIL THEY DISAPPEAR capital letters. The URL is usually not tracked out but in this instance the tracking is set at 200 as it has a more prominent position and is following on from the previous line which is also tracked at 200. NEOM.COM NEOM.COM AS SOON AS THE PREVIOUS LINE DISAPPEARS, THE URL THE TRANSITION IS COMPLETE EXPANDS OUT FROM THE CENTRE LINE 108

BRANDING FOR FILM NEOM FILM SUPERS WE ARE THE ENGINEERS Supers have a constant style across all of our media. Latin supers are always written in Brown Regular, all uppercase with tracking set at 200. Arabic supers are written in 29LT Bukra Regular. Supers should be centred to the screen both vertically and horizontally and can run over more than one line. Short supers keep the natural elegance of the NEOM brand. Avoid stretching supers across the full width of the screen. إعادة تعريف علاقتنا مع الارض 109

BRANDING FOR FILM NEOM SUPERS ON FORMAT FORMAT FORMAT FORMAT 9:16 16:9 4:5 1:1 FORMATS 16:9 — The text is 5.3% of the screen height with a leading 1.14 x the text height. WE ARE THE 9:16 — The text is 2.9% of the screen height with a WE ARE WE ARE ENGINEERS WE ARE THE ENGINEERS THE THE leading 1.14 x the text height. ENGINEERS ENGINEERS 4:5 — The text is 4.5% of the screen height with a leading 1.14 x the text height. 1:1 — The text is 5.7% of the screen height with a leading 1.14 x the text height. Use the same % for both Latin and Arabic and apply them to these heights in the characters. TEXT % %النص 110

BRANDING FOR FILM NEOM FILM SUBTITLES NEOM is a society that prides itself on inclusivity. So subtitles are treated with respect and not Xلاستخدام التكنولوجيا an afterthought. Latin subtitles are always written in Brown Regular, all sentence case with 0 tracking. Arabic subtitles are always written in 29LT Zarid Text Medium. Japanese subtitles are always written in Hiragino Kaku Gothic ProN (W6) Chinese subtitles are always written in Source Han Sans. A subtle drop shadow of 50% black is employed to ensure readability on all potential backgrounds. To use technology The baseline for subtitles sits one line length from with intelligence and purpose X the bottom of the screen. 111

BRANDING FOR FILM NEOM SUBTITLES FORMAT FORMAT FORMAT FORMAT 9:16 16:9 4:5 1:1 ON FORMATS 16:9 — The text has a cap height of 2.69% of the screen height with a leading 1.69 x the text height. — The baseline for subtitles sits 1 line length from the bottom of the screen. 9:16 — The text has a cap height of 1.67% of the screen height with a leading 1.72 x the text height. — The baseline for subtitles sits 3.94 line length from the bottom of the screen. 4:5 — The text has a cap height of 2.15% of the screen height with a leading 1.69 x the text height. — The baseline for subtitles sits 1.4 line length from the bottom of the screen. 1:1 — The text has a cap height of 2.69% of the screen height with a leading 1.69 x the text height. — The baseline for subtitles sits 1.1 line length from the bottom of the screen. Text % Use the same % for both Latin and Arabic and apply them to these heights in the characters. %النص 112

BRANDING FOR FILM NEOM FORMAT FORMAT SUBTITLES 9:16 9:16 WITHOUT SWIPE UP WITHOUT SWIPE UP ALL LANGUAGES CHINESE ON SPECIAL EXCEPT CHINESE FORMATS The subtitles template allows for 2 lines of text. In the case where only 1 line of text is needed, the bottom line in the template should be used, not the top. 9:16 All languages except Chinese: — The text has a cap height of 1.67% of the screen height with a leading 1.72 x the text height. — The baseline for subtitles sits 3.94 line length from the bottom of the screen. 9:16 Chinese: — The text has a cap height of 1.67% of the screen height with a leading 1.72 x the text height. — The baseline for subtitles sits 7.78 line length from the bottom of the screen. (Increased as per request due to larger safe area) Use the same % for both Latin and Arabic and apply Text % them to these heights in the characters. %النص 113

BRANDING FOR FILM NEOM SUBTITLES FORMAT 9:16 WITH SWIPE UP ON SPECIAL ALL LANGUAGES FORMATS Snapchat and Instagram stories require Swipe Up branding, which means an increase in the space needed at the bottom of the screen. The subtitles template allows for 2 lines of text. In the case where only 1 line of text is needed, the bottom line in the template should be used, not the top. 9:16 All languages — The text has a cap height of 1.67% of the screen height with a leading 1.72 x the text height. — The baseline for subtitles sits 5.96 line length from the bottom of the screen to leave space for the Swipe Up branding. Use the same % for both Latin and Arabic and apply them to these heights in the characters. Text % %النص 114

BRANDING FOR FILM NEOM NAMES & TITLES Latin names are always written in Brown Regular, XXX GAVIN VON TONDER all upper case with 200 tracking and left aligned. WATER SECTOR HEAD Arabic names are always written in 29LT Bukra Regular with 0 tracking and right aligned. The height of the name is 4.5% the height of the screen. Job titles should be set at 65% the height of the person’s name. A subtle drop shadow of 50% black is employed to ensure readability on all potential backgrounds. The baseline for the name sits 23% up from the bottom of the screen and 6% in from the right of the screen. Use the Cap height of the name to define with XX position of the title as seen here. جافين فان توندر X The golden line separating the two should be رئيس قطاع الماء equidistant between the bottom of the name and top of the title. The dividing line should only be as wide as the widest text value. 115

CONTACT Please contact the marketing department if you have any questions regarding the NEOM brand brand.team@NEOM.COM