Sharqiah Season
Master Guideline
Version ٠٢Master GuidelineBrand
Communi
The Logo
Introduction
Skeleton
Horizontal Layout Ar
mark
cation
Colour Palette
Vertical Layout Ar
Proper Usage
Horizontal Lauout Eng
Inproper Usage
Vertical Layout Eng
Minimum Size
Co-Branding
Clear Space
Horizontal Layout
Vertical layut
Pattern
The Shapes
Partner Dominance
The Master Pattern
& Assets
Logo Calculation
The Sub Patterns
Inproper Usage
Dynamic Aspect
Pattern Divider
Imagery
Inproper Usage
Image Colors
Examples for Imagery
Typo-
Primary Typeface
Contents
Secondary Typeface
graphy
Master GuidelineBrandmark
Master GuidelineThe Logo
The Sharqiah Season logo is
the primary asset that
represents the brand's identity.
Master GuidelineSkeleton
Season word
It is important to mention
that due to the composition of the logo
and its vertical aspect, it is advisable to
avoid using the signature in all times.
Kufi Composition
This recommendation comes specially
when printing on small collaterals such as
business cards,
English Descriptor
Signature
Master GuidelineColour Palette
Secondary Colors
Primary Colors
Gradient
RGB
240, 95, 110
250, 235, 50
250, 175, 65
215, 30, 90
100, 45, 145
40, 35, 95
10, 85, 155
0,140, 115
0, 75, 45, 0
5, 0, 85, 0
0, 35, 80, 0
10, 100, 45, 0
100, 98, 30, 20
90, 50, 5, 0
80, 15, 55, 0
75, 90, 0, 0
CMYK
Pantone 648 C
Pantone 527 C
Pantone 1935 C
Pantone 137 C
Pantone 102 C
Pantone 709 C
Pantone 7690 C
Pantone 7724 C
Pantone
Coated
Master GuidelineProper
Usage
The Flat logo can be used
Flat logo can be used on
Flat logo can be changed
on any solid color as long as it's visible
Gradient background
to any of it's colors as long as
it is visible and in contrast
with the background
Logo can be used with 2
Flat black logo can be
Flat logo can be used
colors, the Kufi shape with
used on fax, fast printing
on images or backgrounds
color and the rest with another
material
as long as they are
color that creates a contrast
not busy
Master GuidelineInproper
Usage
Gradient logo to be avoided
Logo cannot have an outline
Logo cannot be placed
Logo cannot have different
version
on a busy background
colors inside Kufi composition
Flat logo cannot be used
Flat logo cannot have altered
Flat logo cannot be altered
Placement of descriptor
on vivid colors.
Kufi dots.
in direction.
cannot be altered.
Master GuidelineMinimum
The Minimum size ensures the legibility of the logo at all times.
Kindly note that the below is the absolute minimum size and should be
Size
increased whenever possible.
Minimum size Calculation:
The Minimum size is 5mm
٥mm
Master GuidelineClear
A minimum amount of clear space around the brandmark is essential for legibility of brand.
The explanation below shows the amount of clear space that should be maintained around all versions
of the brandmark, and how the clear space is calculated.
Space
Whenever possible, the clear space should be increased.
The clear space should be maintained around all side.
It is kept free from all visual elements including types,
colours, etc...
The size of the clear space is equivalent to the 3x"Square"
taken from the Kufi composition.
Master GuidelinePattern
& Assets
Master GuidelineThe Shapes
The main shapes of our master
pattern were inspired from the
traditional and old Saudi patterns
drawn on carpet, walls,
old houses doors.
These geometric shapes form
the culture of a whole nation.
The richness of the Eastern
region along with the touch
of modernism created the
pattern in the next slides.
Master GuidelineThe Master
Pattern
This pattern has been created to give the event
a rejuvenated look and feel.
We are modern, however we also are authentic.
These shapes have different meanings and that's the beauty of it.
Our brand is dynamic to a certain level where anyone can project
his/her own feelings and interpretation.
In general
The yellow half-circle represents the sun.
The yellow triangles and shapes represent the sand and climate.
The magenta represents the mountains and cliffs.
The light magenta symbolizes the civilization
The Purple half-circle represents the culture.
The dark blue represent the sea and the horizon.
Master GuidelineOut of the Master Pattern we came up with 5 different sub-patterns.
Each of them represent one of the 5 cities in the Eastern Province.
The Sub
These 5 sub-patterns fall under one pattern.
Patterns
Below are the patterns with their respective cities.
Ihsa City
Al Khobar
Al Dhahran
Al Dammam
Al Jubail
Master GuidelineWe might be called Sharqiah Season, but we also stand for a long ever-last-
ing rejuvenated community. That is why our core identiy stands for
Dynamic
modernism and being a playful brandmark.
Here are some examples of executions when using the pattern with text:
Aspect
حماس؟
يلا موسم
الشرقية
طاقة؟
Master GuidelinePattern
Ihsa City
Divider
Al Khobar
A pattern divider has been created
to differenciate each city from the other.
This divider can be seen in the previous
Al Dhahran
slides. It works as a device to hold the pattern
of the city.
This pattern divider also holds 2 main vectors
which are also influenced from the Saudi
Al Dammam
Culture.
Al Jubail
Master GuidelineInproper
Usage
Pattern as an overall cannot
Pattern elements should
Pattern next elements cannot
Pattern elements cannot
be widened unproportionally
always have instersecting
have colors that might be
be unproportionally made
borders
similar
bigger.
حماس؟
Pattern cannot overlap text.
Elements in pattern divider should be consitent the same way
as the previous slide.
Master GuidelineUsage
It is preferable at all times to use the patterns for the 5 cities and not to
alter in the art direction. To be extended proportionally.
Recommendations
Avoid repetitions
All elements must intersect
Avoid having similar
Avoid symetrical
in pattern
in terms of points and anchors
shapes next to eachother
compositions
even in different colors
Master GuidelineTypography
Master GuidelineA B C D E F G H I J K L M
Primary
N O P Q R S T U V W X Y Z
Typeface
JF Flat Regular
أ ب ت ث ج ح خ د ذ ر
ز س ش ص ض ط ظ ع غ
In terms of font, JF Flat is the primary font to
ف ق ك ل م ن ه و ي
be used across all our communication.
For paragraphs, use the regular glyphs,
As for headlines, we will go for Bold.
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
أ ب ت ث ج ح خ د ذ ر
JF Flat Bold
ز س ش ص ض ط ظ ع غ
ف ق ك ل م ن ه و ي
Master GuidelineSecondary
A B C D E F G H I J K L M
Typeface
N O P Q R S T U V W X Y Z
Bukra Alt
أ ب ت ث ج ح خ د ذ ر ز س ش
غ ع ظ ط ض ص ي و ه ن م ل
As a secondary font, Bukra Alt is to be used
across all communication.
ك ق ف
The usage of this font is whenever it is possible
to use 2 fonts, for design purposes.
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
Bukra Alt Bold
أ ب ت ث ج ح خ د ذ ر ز س ش
غ ع ظ ط ض ص ي و ه ن م ل
ك ق ف
Master GuidelineCommunication
Master GuidelineIntro-
The below are examples for full-branded
communication in different orientations.
duction
In general we are playful brand,
yet we do have a certain
يلا موسم
of our موسم يلا.brand
guideline in which we have to
preserve the identity and image
الشرقية
sa_events_ep@الشرقية
من ١٤ إلى ٣٠ مارس
من ١٤ إلى ٣٠ مارس
epevents.com
@ep_events_sa
epevents.com
Master GuidelineBillboard or Unipole
Logo
Horizontal
Layout
Name of event
Place
Arabic
الخميس ١٤ مارس
Date
Here's a glimpse of how our
horizontal layout will look.
The first example is for 4x3 unipole.
The logo is always placed on the right in the
layout shown. Social media icons are placed with
the website at the right bottom.
Note that the signature will be placed under the logo
as it will be seen on big scale sizes.
Social
@ep_events_sa
Media
epevents.com
The example below shows the application on banners.
Usage of flat logo on right on background as it is not busy.
As for the CTA, it has its own design which we should follow.
Youtube Banner
x٢
Squares
احجز تذاكرك الآن
x٢
CTA
Squares
الخميس ١٤ مارس
Master GuidelineMupi
Logo
x٦
On this slide, you will find 2 ways of communicating
Squares
events, whether it's an extreme vertical shape
Vertical
x٤
such as mupis, newspaper ads or digital In-Mall Mupis,
Squares
or a Semi Squarish layout on the Web.
Layout
In both cases, our logo should be placed on a solid color,
on the top right. SM icons to be on the right bottom.
Arabic
The event name should be big enough to be read.
Logo
Name of event
Web Banner
x٤
Squares
Place
x٤
Name of event
الخميس ١٤ مارس
Squares
Date
Place
الخميس ١٤ مارس
Date
CTAاحجز تذاكرك الآن
@ep_events_sa
Social
Media
epevents.com
Master GuidelineBillboard or Unipole
Logo
Horizontal
Layout
Name of event
at Sharqiah Season
Place
English
Thursday, ١٤March
Date
Here are 2 examples for English
adaptation on Horizontal Layout.
It's important to mention that whenever it is
needed, we can alter the color of our social media
icons to any flat color from the identity.
Social
Media
@ep_events_sa
epevents.com
Youtube Banner
x٢
Squares
x٢
Book your tickets now
at Sharqiah Season
Squares
Thursday, ١٤March
Master GuidelineMupi
Logo
x٦
Here are the examples for Vertical English
Squares
Layout to take in consideration when
Vertical
x٤
finalizing or designing the artwork.
Squares
Layout
English
Logo
Name of event
Web Banner
x٤
at Sharqiah Season
Squares
Place
x٤
Thursday, ١٤March
Date
Squares
at Sharqiah Season
Thursday, ١٤March
Book your tickets now
CTA
Social
Media
Master GuidelineCo-Branding
Partner logo proportion
against our logo
Many partners will have their
logos and brandmarks featured
across our communication.
The next slides explain the
process and best way to
represent them on our
Partner
visuals.
Representation
in case the logo
was horizontal
Master GuidelineHorizontal
Layout
الخميس ١٤ مارس
Partner
@ep_events_sa
Placement
epevents.com
In case of ٢
partners
Youtube Banner
احجز تذاكرك الآن
CTA
الخميس ١٤ مارس
Partner
Placement
Master GuidelineLogo
Mupi
Vertical
Layout
Arabic
Web Banner
الخميس ١٤ مارس
الخميس ١٤ مارس
احجز تذاكرك الآن
Partner
@ep_events_sa
Partner
Placement
Placement
epevents.com
In case of ٢
Master Guideline
partnersضمن فعاليات مهرجان
Partner
موسم الشرقية
Dominance
Our logo will be featured on our
partner's communication.
ضمن فعاليات
Therefore we have to bare
مهرجان موسم
in mind a guideline that preserves
the identity and presence of our
الشرقية
brandmark across their
communication.
Master Guidelineضمن فعلايات مهرجان
موسم لاشرقية
Logo size calculation
Logo
Calculation
Partner
Logo
This slide explains how the logo
ضمن فعلايات مهرجان
will be placed across our partner's
موسم لاشرقية
Headline
communication.
Sub-Headline
The logo should match the height
of our Logo brandmark regardless
of the message placed on top
which should always be there.
Visual
ضمن فعلايات مهرجان
موسم لاشرقية
Our logo should be as
same height as our partner's logo
Master GuidelineInproper
Usage
By partner
Gradient cannot be used.
Logo cannot have an outline
Logo cannot be placed
Logo cannot have different
version
on a busy background
colors inside Kufi composition
Flat logo cannot have altered
Logo cannot be used as a
Placement of descriptor
Flat logo cannot be used
Kufi dots.
watermark
cannot be altered.
on vivid colors.
Master GuidelineImagery
Master GuidelinePhotography in general also has it's own guideline.
We prefer to go with Black and White.
Image
Below are 2 examples for imagery:
Colors
1. Either as en event representation.
2. Either by representing the main artist.
Master GuidelineThis slide shows examples of how to use the images
on Sharqiah's colorful identity.
Examples
The colors are black & white, contast is high.
Of Imagery
الخميس ١٤ مارس
الخميس ١٤ مارس
@ep_events_sa
@ep_events_sa
epevents.com
epevents.com
Master Guideline
