Saudi Tourism Authority — Saudi Tourism Authority

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Brand Guidelines Version 1.0 | 27. 03. 2020

Welcome These guidelines are to help create visual and tonal consistency across everything we do, and empower everyone that uses them. We ask you to read and apply the basic rules laid out in this document, paying close attention to the conceptual pieces that demonstrate how the identity elements are used together to create the correct look and feel of the brand. The document will be reviewed and will evolve over time to ensure it is as easy as possible to follow for all stakeholders. 2 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

How to navigate these guidelines These guidelines have been designed as an interactive PDF, they are compatible with Adobe Acrobat® 6 and above. Clicking on any of the page titles on the contents page will take you to the relevant page. Clicking on CONTENTS in the navigation bar will take you back to the contents page. Use the arrows to navigate page by page through the document. 3 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Contents 4. Typography 21 7. Applications 37 How to navigate these guidelines Headline typefaces Staff ID cards 1. Our brand 5 Body copy typefaces Visitor ID cards System typefaces Stationery Our role Business cards Our brand 5. Visual language 25 Corporate folders Scale of presence Corporate folder Brand toolkit Patterns Publication covers Colorways 2. Our logotypes 10 Publication spread Watermarks Powerpoint slides Cropping Promoter brand logotype Patterns in context Color versions Contact 49 Please avoid... Black and white versions Artwork file naming Exclusion zone and minimum size Please avoid... 6. Photography 34 Artwork file naming Guiding principles 3. Color 17 Categories Color management Color palette Color in context 4 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

1. Our brand Our role Our brand Scale of presence Brand toolkit CONTENTS 5 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 1 - Our brand Our role Our role is to build the value of tourism to the Saudi nation and regions by developing our tourism product, raising the aspiration to travel, converting that aspiration to booking, and partnering with a range of commercial organizations. Our communications activity is focused on increasing the value and volume of tourism by promoting the Visit Saudi brand worldwide. 6 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 1 - Our brand Our brand Promoter brand The role of our promoter brand is to advance national tourism objectives by promoting the destination brand. Destination brand As the purpose of STA is to promote Visit Saudi, the majority of communications will feature the Visit Saudi brand and therefore both brands live within the same communications eco-system. Our destination brand logotype has been designed in two languages, Latin and Arabic. 7 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 1 - Our brand Scale of presence Target audience Internal Government Trade & Business Tourists & Citizens Scale of presence presence100% 75% 25% 0% Promoter brand Marketing & merchandise: Corporate comms & marketing: Corporate collaterals: Functional office items: Example communication • Advertising (TV, OOH, Social, Digital, • Event dressings • Corporate folders • Employee ID channels Press etc) • Flyer, brochures and leaflets • Email signature • Visitor pass • Merchandise (clothing, gift items etc.) • Website • Reports and publications • Note book • PPT Presentation • Desk signage • Stationery As the purpose of STA is to promote Visit Saudi, the majority The scale of presence table demonstrates the hierarchy of communications will feature the Visit Saudi brand. However, of STA vs. Visit Saudi within communications. The STA there are a small number of instances where for functional presence within communications should be adjusted based reasons the promoter brand exists in isolation. on who the conversation is with. 8 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 1 - Our brand Brand toolkit Promoter brand Destination brand Color palette Visual language Photography Typefaces Displace 2.0: Headline Latin 29LT Zarid Serif: Headline Arabic أ ب ت ث ج ح خ د ذ ر ز س ش ص ABCDEFGHIJKLMN ض ط ظ ع غ ف ق ك ل م ن ه و ي OPQRSTUVWXYZ 0123456789 0123456789 Gotham: Body copy Latin 29LT Bukra: Body copy Arabic أ ب ت ث ج ح خ د ذ ر ز س ش ص ABCDEFGHIJKLMN ض ط ظ ع غ ف ق ك ل م ن ه و ي OPQRSTUVWXYZ 0123456789 0123456789 9 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

2. Our logotypes Promoter brand logotype Color versions Black and white versions Exclusion zone and minimum size Please avoid... Artwork file naming CONTENTS 10 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 2 - Our logotypes Promoter brand logotype Our logotype has been created with special characteristics that ensure its uniqueness and reflect the brand and message. Both the logotype and symbol have been designed to be read in both Latin and Arabic scripts. The symbol has been designed to work alongside the Saudi Tourism brand while also working as a stand alone mark. 11 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 2 - Our logotypes Color versions Our logotype may appear in one of six colorways; blue, dark green, green, orange, purple and red. Green is the primary color to be used when possible, unless the design demands otherwise. Please ensure that colors are used evenly and collectively across communications. Blue Dark green Green The colored logotypes are for use on white backgrounds. Please do not use these logotypes on imagery. A white logotype has been created for use on imagery and is detailed on the following page. Orange Purple Red 12 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 2 - Our logotypes Black and white versions There are different logotype artwork files available for varying reproduction requirements. You should only use the solid black version of our logotype when production means are limited to one solid color, for instance engraving. Solid black Solid white The solid white version of the logo should only be used when on solid colored backgrounds or photography (see examples A + B). When used on photography, the logo must be placed on a section of the image which is clear and allows for enough contrast. Example A Example B 13 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Section 2 - Our logotypes Exclusion zone and minimum size Exclusion zone To ensure consistent prominence and legibility, the logotype should always be surrounded by an area of clear space which remains free of other design elements, such as type and other logotypes. The construction of the exclusion zone area is based on the height of the letter “A” in the X logotype referred to here as ‘X’. Minimum size In print, the logotype should not be smaller than the size detailed here (23mm). On-screen the minimum logotype size cannot X be controlled as it is rendered differently across the different platforms and devices. In X these situations, please take care to preserve X X the legibility. 23mm Exclusion zone Minimum size 14 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 2 - Our logotypes Please avoid... The logotype should always be reproduced from the master artwork provided. It should never be altered, re-drawn, re-colored or manipulated in any way. The examples on this page show what to avoid when using the logotype: 1. Do not disproportionately scale the logotype 1 2 3 2. Do not rotate the logotype 3. Do not re-color our logotype 4. Do not apply a drop shadow 5. Do not change the fonts in the logotype 6. Do not rearrange the shape of the logotype الهيـئـــــة SAUDI السعـوديـة TOURISM للسيـاحـة AUTHORITY 4 5 6 15 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 2 - Our logotypes Artwork file naming Color space Shown here is our system for logotype Logo CMYK = 4-color printing artwork file naming. This identifies the file as a RGB = For office & screen logotype file use only The file name contains all the key information needed to identify the appropriate logo artwork file. STA LOGOTYPE GREEN RGB.ai Brand name Color File type This identifies the file as a This identifies the .eps Saudi Tourism Authority file logotype color .ai .png 16 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

3. Color Color management Color palette Color in context CONTENTS 17 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 3 - Color Color management Precise, consistent color management requires accurate ICC (International Color Consortium) compliant profiles of all of the color devices For screen (such as monitor, printer etc.) Setting up the correct color profile ensures that the colors you see on your monitor or in print will match the ones detailed in this color section. RGB: sRGB IEC61966-2.1 The color profiles shown opposite, should always be used before applying any color. This should be part of the document setup CMYK: Coated FOGRA39 (ISO 12647-2:2004) process. If these color profiles are not used, color reproduction will vary from communication to the next, and brand consistency will not be maintained. For print To assign a color profile in commonly used Adobe softwares: 1. Choose Edit > Color Settings 2. Select the color profile mentioned above in each color space, then click OK 18 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 3 - Color Color palette Process Process Process Process Process Process Our color palette is an important ingredient in C0 M50 Y100 K0 C0 M75 Y50 K0 C25 M100 Y0 K0 C64 M0 Y84 K0 C75 M20 Y100 K20 C65 M0 Y20 K0 creating brand recognition for Saudi Tourism. RGB RGB RGB RGB RGB RGB Primary R255 G131 B0 R255 G66 B76 R190 G0 B141 R81 G192 B65 R93 G137 B47 R61 G194 B194 Pantone Pantone Pantone Pantone Pantone Pantone colors Our color palette contains white and grey 157 C 1787 C 233 C 361 C 555 C 637 C Hex Hex Hex Hex Hex Hex along with six color sets: orange, red, purple, #ff8300 #ff424c #be008d #51c041 #5d892f #3dc2c2 blue, green and dark green. Orange set Red set Purple set Blue set Green set Dark green set Each of the six color sets includes a light and dark hue. Through consistent application, our color palette will become an essential tool in Process Process Process Process Process Process building a distinctive and recognizable brand. C0 M75 Y100 K0 C0 M100 Y85 K20 C50 M100 Y15 K15 C88 M0 Y92 K0 C75 M20 Y100 K45 C90 M0 Y20 K0 RGB RGB RGB RGB RGB Process RGB Secondary R255 G86 B0 R190 G0 B0 R120 G0 B110 R56 G151 B65 R62 G110 B45 C75 M20 Y100 K20 R0 G154 B172 colors Pantone Pantone Pantone Pantone Pantone RGB Pantone 166 C 7620 C 512 C 355 C 2409 C R93 G137 B47 312 C Hex Hex Hex Hex Hex Hex Hex #ff5600 #be0000 #78006e #389741 #3e6e2d #5d892f #009aac Process Neutral K 70 C 0 M 0 Y 0 K 0 colors Pantone RGB Cool Gray 8 C R 255 G 255 B 255 Hex Hex 4c4d4c #ffffff Grey White 1…

Section 3 - Color Color in context The brand colors are used in the logotypes, icons, infographics and can be used for highlighting text and headlines. Photography The choice of photography should dictate which colorway is to be used. If you have an image which has red highlights in it, then the red color set should be applied as shown in Example B. Logotype The choice of a color set dictates the color version of the logotype to be used across the communication. In Example A, the blue logotype should be used as the blue color set has been applied. In Example B, the white logotype is used because it’s sitting on the red color set. Typography Using color for headlines brings vibrancy and variety to the brand. Colors used in typography should match the color set that has been applied. If the background is filled Example A Example B with color, then white should be applied as shown in Example A. 20 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

4. Typography Headline typefaces Body copy typefaces System typefaces CONTENTS 21 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 4 - Typography Headline typefaces ك يــم خداعــة،ه لقــة أســرع. Aa Our primary Latin typeface is Displace 2.0. It is a contemporary typeface with Arabic calligraphy features that compliment the identity. It can be used in regular, medium and bold. Our primary Arabic typeface is 29LT Zarid Serif. It is a modern Arabic typeface with geometric features while also preserving classic Arabic calligraphy design. It can be شـلق العنـاول الشـرقيحه. لقـة باسـتخداءا Lorem ipsum dolor sit amet, used in regular, medium and semi bold. جدارســومن تنقيحــه. يمكنــك إضافــة consectetur adipiscing elit, Our primary typeface must be used for headlines and big highlight copy only. It is أكثــرات. لقــة كونــك التجميلــة للطباســت sed do eiusmod tempor ut not meant to be used for small body copy. incididunt ut laboret dolore. Typefaces are not supplied as this is a breach of font license agreements. Displace 2.0 font must be purchased, licensed and downloaded, as required, from: Displace 2.0 Regular 29LT Zarid Serif Regular أ ب ت ث ج ح خ د ذ ر ز س ش ص ABCDEFGHIJKLMN https://www.myfonts.com/fonts/ deniserebryakov/displace-2/ Displace 2.0 Medium 29LT Zarid Serif Medium ض ط ظ ع غ ف ق ك ل م ن ه و ي OPQRSTUVXWYZ https://www.29lt.com/fonts-catalogue/11 Displace 2.0 Bold 29LT Zarid Serif Semi bold 0123456789 (*%$! )_+]:\/؟,. 0123456789 !$%()-+:\/?,. 22 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 4 - Typography Body copy typefaces Aa ك ه Our body copy Latin typeface is Gotham, it is a clean and modern typeface that is functional and legible in small sizes. It can be used in book, medium and bold. Our body copy Arabic typeface is 29LT Bukra, it is a modern and geometric typeface that is functional and legible in small sizes. It can be used in regular, medium and bold. Lorem ipsum dolor sit amet, شـلق العناول الشرقيحه. لقة باستخداءا Our secondary typeface is used for content other than headlines, such as; sub headings, consectetur adipiscing elit, جدارســومن تنقيحــه. يمكنــك إضافــة bodycopy and captions. sed do eiusmod tempor أكثـرات. لقـة كونـك التجميلـة للطباسـت Typefaces are not supplied as this is a breach of font license agreements. Gotham font must incididunt ut laboret dolore. خداعـة، يـم لقـة أسـرع. be purchased, licensed and downloaded, as required, from: https://www.typography.com/fonts/gotham/ Gotham Book 29LT Bukra Regular styles/gotham1 ABCDEFGHIJKLMN أ ب ت ث ج ح خ د ذ ر ز س ش ص https://www.29lt.com/fonts-catalogue/1 Gotham Medium 29LT Bukra Medium OPQRSTUVXWYZ ض ط ظ ع غ ف ق ك ل م ن ه و ي Gotham Bold 29LT Bukra Bold 0123456789 !$%()-+:\/?,. 0123456789 (*%$! )_+]:\/؟,. 23 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 4 - Typography System typefaces ك يــم خداعــة،ه لقــة أســرع. Aa In some cases, like general office use, it will not be technically possible to use our brand typefaces, in this case, we recommend the use of the system typeface Arial in regular and bold for both Latin and Arabic scripts. شـلق العنـاول الشـرقيحه. لقـة باسـتخداءا Lorem ipsum dolor sit amet, جدارســومن تنقيحــه. يمكنــك إضافــة consectetur adipiscing elit, أكثــرات. لقــة كونــك التجميلــة للطباســت sed do eiusmod tempor incididunt ut laboret dolore. Arial Regular (Latin) Arial Regular (Arabic) أ ب ت ث ج ح خ د ذ ر ز س ش ص ABCDEFGHIJKLMN Arial Bold (Latin) Arial Bold (Arabic) OPQRSTUVXWYZ ض ط ظ ع غ ف ق ك ل م ن ه و ي 24 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

5. Visual language Patterns Colorways Watermarks Cropping Patterns in context Please avoid... Artwork file naming CONTENTS 25 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Patterns Our brand has ten patterns which have been carefully designed to represent Saudi Arabia’s culture and are therefore solely unique to the Kingdom. These patterns are a key part of our brand and should be used across all our communications. These patterns can be used as a graphic background or overlayed on top of imagery. Pattern 1 Pattern 2 Pattern 3 Pattern 4 Pattern 5 Pattern 6 Pattern 7 Pattern 8 Pattern 9 Pattern 10 26 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Colorways Our primary color sets can be applied to our patterns in a variety of different ways to allow for maximum flexibility. Each of the six colorways includes a light and dark hue version and can sit either on a white background or on the color sets. supporting color. Colorway 1 Colorway 2 Colorway 3 Colorway 4 Colorway 5 Colorway 6 27 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Watermarks The ten patterns can also be used as watermarks across communications that require a more subtle graphical approach. The watermarks can be used in two different ways. Either as a 10% (black) sitting on a 5% (black) background, or a 10% (black) sitting on a white background. Pattern 1 Pattern 2 Pattern 3 Pattern 4 Pattern 5 Pattern 6 Pattern 7 Pattern 8 Pattern 9 Pattern 10 28 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Cropping Our patterns can be applied as a whole to fill the background as texture or cropped onto an application. The patterns can be mirrored and scaled at the discretion of the designer depending on the layout, but never rotated or skewed. Example A Example B Example C 29 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Patterns in context Our patterns can be used in a variety of different ways. Examples A – D demonstrate the four primary ways they can be applied. The choice of photography should dictate which colorway is to be used (if applicable). For instance, if you have an image which has red tones within it, then the red colorways should be applied. Primary use: A. Pattern on a colored background overlapping photography B. Pattern on a white background overlapping photography C. Pattern on a colored background D. Pattern on a white background Example A Example C Example B Example D 30 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Section 5 - Visual properties Patterns in context Some communications require a more subtle graphical approach. Examples E – H demonstrate four alternative ways you can use the patterns. Secondary use: E. Dark pattern (20% opacity) on light backrground F. Light pattern (20% opacity) on dark backrground G. Watermark – 10% (black) sitting on a 5% (black) background H. Watermark – 10% (black) sitting on a white background Example E Example G Example F Example H 31 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 5 - Visual properties Please avoid... The patterns should always be reproduced from the master artwork provided. They should never be altered, re-drawn, re-colored or manipulated in any way. The examples on this page show what to avoid when using the pattern: 1. Do not disproportionately scale the pattern 2. Do not cover a whole image with a pattern 3. The logo color and the pattern color should be the same, unless on a colored background. In that scenario, use the 1 2 3 white version of the logo 4. Do not apply a drop shadow 5. Do not mix brand colorways 6. Never use more than one pattern per page Note: The rules set out here apply to all variations of our pattern suite. 4 5 6 32 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Section 5 - Visual properties Artwork file naming Shown here is our system for the pattern Pattern artwork file naming. This identifies the file File type as a pattern file .tif The file name contains all the key information to identify the appropriate pattern artwork file. SAUDI TOURISM PATTERN 1.tif Brand name Number This identifies the file as a This identifies the Saudi Tourism file number of the pattern from 1 to 10 33 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Section 6 - Photography Guiding principles Our photography expresses our nation as a brand and provides images that rest in the mind, defining Saudi Arabia’s unique attributes, which may include culture, art, history and nature. Our photography must be about real life. Our images are natural and realistic moments, they are not staged or contrived. Our photography is clean and well composed. Our images are aesthetically pleasing. The people within our imagery look natural and are not models posing for the camera. 35 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Section 6 - Photography Categories We have three main categories of photography: Tourism offering Photography which shows off the country’s tourism offering: culture, nature, heritage, and opportunities for adventure. Locals Photography which show locals benefiting from the influx of tourism in the Kingdom. Tourists Photography which show tourists enjoying their time in the Kingdom. Tourism offering Locals Tourists 36 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

7. Applications Staff ID cards Visitor ID cards Stationery Business cards Corporate folders Corporate folder Publication covers Publication spread Powerpoint slides CONTENTS 37 © Saudi Tourism Authority – Brand Guidelines | Version 1.0

Staff ID cards Section 7 - Applications 38 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Visitor ID cards Section 7 - Applications 39 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Stationery Section 7 - Applications 40 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Business cards Section 7 - Applications 41 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Corporate folders Section 7 - Applications 42 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Corporate folder Section 7 - Applications 43 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Publication covers Section 7 - Applications 44 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Publication spread Section 7 - Applications 45 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Powerpoint slides Section 7 - Applications 46 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Powerpoint slides Section 7 - Applications 47 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Powerpoint slides Section 7 - Applications 48 CONTENTS © Saudi Tourism Authority – Brand Guidelines | Version 1.0 Always check permissions before using imagery.

Contact Please contact our marketing team if you have any queries regarding these guidelines or the new identity in general. Artwork files of our brand elements are available upon request. CONTENTS 49 © Saudi Tourism Authority – Brand Guidelines | Version 1.0