Logo Usage
Guidelines
The Emirates Brand OfficeIntroduction
Brandmark
iiii
Brandmark introduction
Welcome to The Emirates Brand
These brand guidelines have been created to take
you through the mindset behind The Emirates Brand,
and outline the usage of its elements.
This guide will help you create bold, dynamic, clear
and consistent brand communications.Contents
Brandmark
iiiiii
Brandmark introduction
1.00
Brandmark Assets
2.07
Our Core Philosophy Adapted
5.07
Co-branding Email Signature -
1.01
Primary Brandmark
For a Headline
With Our Core Philosophy Line
1.02
Secondary Brandmark
2.08
Using Our Core Philosophy
6.00
Materials
1.03
Clear Space and Minimum Size -
in Body Copy
Full Colour and Single Colour
2.09
Using Our Core Philosophy
6.01
Paper, Wood and Metals
1.04
Positioning
on Merchandise
6.02
Textile and Leather
1.05
Symbol
2.10
Using Our Core Philosophy on
7.00
Co-branding and Endorsement
1.06
Logo on Image and Video Usage
Co-branded Merchandise
1.07
Misuses
7.01
Introduction
3.00
Colour
1.08
Prohibited Applications
7.02
Scenarios
1.09
Prohibited Applications
3.01
Primary
7.03
Co-branding Principles
1.10
Prohibited Applications
7.04
Endorsement Principles
4.00
Typography
1.11
Prohibited Applications
8.00
Contact Us
4.01
Overview
2.00
Our Core Philosophy
4.02
Primary Arabic and Latin Typeface
8.01
Getting In Touch
2.01
Our Core Philosophy
4.03
Secondary Arabic and Latin Typeface
2.02
Using Our Core Philosophy
4.04
Default System Fonts
Locked Up to the Logo
5.00
Digital
2.03
Core Philosophy Lockup with Logo
Clear Space and Minimum Size -
5.01
Logo Usage on Digital Platforms
Bilingual Full Colour and Single Colour
5.02
Email Signature - Without Our
2.04
Core Philosophy Lockup with Logo
Core Philosophy Line
Clear Space and Minimum Size -
5.03
Email Signature - With Our Core
Latin Full Colour and Single Colour
Philosophy Li…1.0
Brandmark
AssetsBrandmark Assets
1.01
Primary Brandmark
The Emirates Brand logo consists of two main elements; the 7 lines
and a bilingual wordmark. The vertical lockup will be primarily used
across all collateral and communications.
Do not alter this lockup or the forms of our logo.
Single Colour BrandmarkBrandmark Assets
1.02
Secondary Brandmark
When the primary vertical lockup can not be used due to space
restrictions, the secondary horizontal lockup should be used instead.
Do not alter this lockup or the forms of our logo.Brandmark Assets
1.03
Clear Space and Minimum Size - Full Colour and Single Colour
Primary vertical logo
Secondary horizontal logo
Clear space
Clear space
Minimum Clear Space
Minimum Clear Space
Minimum Clear Space
Minimum Clear Space
Minimum Size
Minimum Size
Print
Print
Print
Print
Digital
Digital
Digital
Digital
14 mm
14 mm
7 mm
7 mm
50 pixels
50 pixels
25 pixels
25 pixels
in height
in height
in height
in height
in height
in height
in height
in heightBrandmark Assets
1.04
Positioning
The Emirates Brand primary logo can be
positioned at the top and bottom left corners
of a format (diagram 1).
On a few applications where the logo is
debossed, engraved, etc. the primary logo
1
2
3
4
may be positioned top or bottom centred
(diagram 2). These are rare cases and
exceptions and should not be applied
when creating a printed layout.
The Emirates Brand secondary logo is also
positioned in the top and bottom left corners
of a format (diagram 3).
On a few applications where the logo is
debossed, engraved, etc. the secondary logo
may be positioned top or bottom centred
(diagram 4). These are rare cases and
exceptions and should not be applied
when creating a printed layout.Brandmark Assets
1.05
Symbol
The symbol consists of 7 lines, shaping the map of the Emirates with
the flag colours, representing the future-focused leaders of the seven
Emirates united towards the country’s growth.
Each line is recreated as a traditional calligraphic stroke, and its
shape, spacing and rotation can’t be altered.
Use only the symbol in specific situations, for instance when
debossing on small applications or as the avatar and profile
picture on digital platforms.
Single Colour BrandmarkBrandmark Assets
1.06
Logo on Image and Video Usage
Misuses
For use over photography, the single colour logo, white and black
The full colour logo cannot be used on top of images or videos as
versions, are allowed. These must be chosen wisely to achieve
shown below.
the highest amount of contrast possible.Brandmark
1.07
Misuses
Some examples of what not to do with the Emirates Brand
primary and secondary logos to ensure the credibility and
legibility of the brand.
Do not skew the logo in any direction
Do not change the spacing between
Do not add a drop shadow
Do not add a gradient to the logo
Do not separate the symbol and
Do not compromise the safety
the symbol and the wordmark
to the logo
wordmark
space (margins) around the logo
Do not use outline of the brandmark
Do not stretch the brandmark
Do not invert the symbol and
Do not use the brandmark in a
Do not invert the symbol and
Do not change the logo’s wordmark
wordmark placement vertically
shape
wordmark placement horizontally
– the Arabic wordmark should
always be placed above the LatinBrandmark
1.08
Prohibited Applications
Disposable items
This page covers examples of forbidden items for the Emirates
Do not place the Emirates Brand identity or any of its supporting graphic elements
Brand identity or any of its supporting graphic elements to be
onto disposal items that can be thrown away, crushed or soiled, such as:
placed, printed, produced or associated with. This is not a complete
nor extensive list but is to be used as an initial checklist guide.
- Plastic or paper bags, bottles, packaging, cups, plates etc.
- Tissues
For further queries or approvals on placing the Emirates Brand
identity onto objects, contact the Emirates Brand Office (refer
- Food stuffs etc.
to Section 8.00).
Undesirable items
Transport vehicles
Do not place the Emirates Brand identity or any of its supporting graphic elements
The Emirates Brand identity and its supporting brand elements are
onto undesirable items that may disrespect, hide, tarnish or raise questions against
to be used with great care and respect.
the brand, such as:
- Garbage bins
Do not place the Emirates Brand identity or any of its supporting
- Ash trays
graphic elements onto any part of the vehicles below:
- Cigarettes and packaging
- Lorries and pick-up trucks
- Coasters
- Emergency and first responder vehicles
- Cutlery
- Recreational vehicles such as camper vans, motorhomes and trailers
- Coat hangers
- Electric vehicles such as hybrid cars, golf buggies and segways
- Headphones
- All-terrain vehicles (Quad b…Brandmark
1.09
Prohibited Applications
Inappropriate clothing apparel
Sporting and recreational equipment
Do not place the Emirates Brand identity or any of its supporting graphic elements onto
Do not place the Emirates Brand identity or any of its supporting
clothing items that may disrespect, tarnish or raise questions against the brand, such as:
graphic elements onto sporting and recreational equipment items
that may disrespect, tarnish or soil the brand, such as:
- The bottom edge of clothing apparel too close to the ground; where the Identity could
- All types of balls used for sport
be hidden, soiled or trod upon
- Cricket bats, clubs or batons
- Shoes, sandals and flip-flops
- Boxing gloves
- Sleeveless tops
- Hockey and lacrosse sticks
- Bathing suits
- Kayak and canoe paddles
- Ghotra and ogal
- Skateboards, snowboards and sandboards
- Abaya and scarf
- Billiards, snooker and pool cues
Should the Emirates Brand identity be required for national, regional or international events,
- Fishing rods
this will be taken into consideration on a case-by-case basis, after applications and approvals
- Martial arts equipment such as knuckle dusters, clubs, coshes,
have been submitted to the Emirates Brand Office (refer to Section 8.00).
rice flails, num chucks, kabatons, kubasaunts etc.
- Skis and snow blades
Flooring
- Ski and walking/hiking poles
Do not place the Identity or any of its supporting graphic elements where they can be
- Ropes and netting
trod upon and soiled, such …Brandmark
1.10
Prohibited Applications
Dangerous items
Potential harmful objects
Do not place the Emirates Brand identity or any of its supporting
graphic elements onto dangerous items that may cause harm,
- Axes and hatchets
disrespect, tarnish or raise questions against the brand, such as:
- Arrows and darts
Guns, firearms and weapons
- Harpoon and spear guns
- Pistols, revolvers, rifles, shotguns, pellet guns, etc
- Ice axes and ice picks
- Replica and imitation firearms.
- Lockable or flick knives with blades of any length
- Components of firearms (excluding telescopic sighting devices
- Knives, meat cleavers and machetes
and sights)
- Sabres, swords, khanjars and swordsticks
- Toy guns of all types
- Scissors
- Cross bows
- Ski and walking/hiking poles
- Catapults
- Tools that have the potential to be used as a pointed or edged weapon such as drills,
- Harpoon and spear guns
drill bits, box cutters, utility knives, saws, screwdrivers, crowbars, hammers, pliers, wrenches,
spanners, blow torches etc.
- Stun or shocking devices such as cattle prods, ballistic conducted
energy weapons, etc.
- Lighters shaped like firearms etc.
Explosives and flammable substances
- Gas and gas containers (such as butane, propane,
acetylene, oxygen)
- Fireworks, flares and other pyrotechnics (including party poppers)
- Matches
- Aerosol cans etc.Brandmark
1.11
Prohibited Applications
Prohibited Events
This page covers examples of forbidden locations for the Emirates
The Emirates Brand identity is to be used with great care and respect.
Brand identity or any of its supporting graphic elements to be placed,
The use of the logo or any of its supporting graphic elements for the
printed, produced or associated with.
co-branding, partnership, endorsement, sponsorship, communication
or promotion of any national and international event can only be
This is not a complete or extensive list but is to be used as an initial
granted with approvals by the Emirates Brand Office. This helps
checklist guide. For further events not mentioned here, or any further
protect the integrity and reputation of the Emirates Brand.
queries or approvals on placing the Emirates Brand onto specific
locations, please do not hesitate to contact the Emirates Brand Office.
Although careful consideration will be given to all event requests,
permission will rarely be granted to events whose content, outcome
Do not place the Identity or any of its supporting graphic elements
or the performers involved can not be regulated or guaranteed to not
onto locations that may disrespect, tarnish or soil the Emirates Brand,
disrespect the Emirates Brand values and integrity.
such as:
Such categories of events may include:
- Within any of the events outlined in prohibited events (next column).
- Abstract performance art and dance (with possible exceptions
- Entrances,…1.0
2.0
Brandmark
Our Core
Assets
PhilosophyOur Core Philosophy
2.01
Our Core Philosophy
Our core philosophy “Impossible is possible” is
one of the ways in which we express our brand
message to our stakeholders.
The core philosophy can be used in several ways on
communications:
- Locked Up to The Logo
- As a Headline
- Adapted for a Headline
- In Body Copy
- As a Slogan on Merchandise
The core philosophy in Latin should always appear in
sentence case. The Latin core philosophy line only
appears in upper-case when locked up with the logo
as demonstrated in the following pages.Our Core Philosophy
2.02
Using Our Core Philosophy Locked Up to the Logo
Vertical Lockup
The line “Impossible is possible” may be used, locked up to the logo.
When used with the logo, our core philosophy always appears in
Bilingual
Latin
Arabic
upper-case and should always be to the right of the brandmark,
separated by a dividing line.
Our core philosophy should never be used in another position
when locked up to the logo, e.g. at the bottom, top or left.
The line may be used in Latin, Arabic or bilingual as shown.
This ‘locked up’ configuration may be used on:
- The Emirates Brand Office’s own communications
- On co-branded communications
Horizontal Lockup
But it should never be used when:
Bilingual
- Endorsing another brand on its communications. In this case,
we leave it up to the endorsed brand to convey its own messages.
You will find an example of each on the pages that follow.
Latin
ArabicOur Core Philosophy
2.03
Core Philosophy Lockup with Logo Clear Space and Minimum Size -
Bilingual Full Colour and Single Colour
Primary vertical logo
Secondary horizontal logo
Clear space
Clear space
Minimum Size
Minimum Size
Print
Print
7 mm in height
7 mm in height
Digital
Digital
Print
Print
14 mm
14 mm
50 pixels
50 pixels
in height
in height
in height
in height
Digital
Digital
25 pixels in height
25 pixels in heightOur Core Philosophy
2.04
Core Philosophy Lockup with Logo Clear Space and Minimum Size -
Latin Full Colour and Single Colour
Primary vertical logo
Secondary horizontal logo
Clear space
Clear space
Minimum Size
Minimum Size
Print
Print
7 mm in height
7 mm in height
Digital
Digital
Print
Print
14 mm
14 mm
50 pixels
50 pixels
in height
in height
in height
in height
Digital
Digital
25 pixels in height
25 pixels in heightOur Core Philosophy
2.05
Core Philosophy Lockup with Logo Clear Space and Minimum Size -
Arabic Full Colour and Single Colour
Primary vertical logo
Secondary horizontal logo
Clear space
Clear space
Minimum Size
Minimum Size
Print
Print
7 mm in height
7 mm in height
Digital
Digital
Print
Print
14 mm
14 mm
50 pixels
50 pixels
in height
in height
in height
in height
Digital
Digital
25 pixels in height
25 pixels in heightOur Core Philosophy
2.06
Using Our Core Philosophy as a Headline
The line “Impossible is possible” can be used, as is, in our own
communication as a headline, supported by body copy that
explains what it means. When used as a headline, our core
philosophy line appears in sentence case.
Impossible
is possible
(Body copy) Pudae moluptatusae prerro
occus ate nus exro vent, conse dolo entin
Body copy to explain
re, tor alit hic te pra corum aut omsimus
what we mean by
mi, officipsam enihiliqui tem estio doloria
“Impossible is possible”
deligen dusam siminum elique plabore
ptatem nem repe sequos mil inctore.Our Core Philosophy
2.07
Our Core Philosophy Adapted For a Headline
Creative adaptations of the headline can also be used to reflect
the core message of the advert, e.g. “Greening the desert?
We’re making impossible possible.”
This is particularly useful when co-developing communication
campaign in partnership with other brands. When our core
philosophy is adapted for a headline, it appears in sentence case.
Core
Greening the desert?
Uniting people
Core
Philosophy
Philosophy
from 200 countries
We’re making
adapted to
adapted to
work with
impossible possible.
We’re making
work with
the subject
the subject
impossible possible.
matter
matter
(Body copy) Pudae moluptatusae
prerro ocus ate nus exro vent, conse
dolo entinre, tor alit hic te pra corum
(Body copy) Pudae moluptatusae
aut omsimus a deligen dusam simin
prerro ocus ate nus exro vent, conse
um elique plabore ptatem nepe.
dolo entinre, tor alit hic te pra corum
aut omsimus a deligen dusam simin
um elique plabore ptatem nepe.
co-brand
logo
Note: Can be used on
co-branded communication
(see Section 7.00)Our Core Philosophy
2.08
Using Our Core Philosophy in Body Copy
The core philosophy line can be used to sign off body copy in our
own communication or when co-developing communication with
other brands.
For example, you could end body copy with the following line:
Headline
“Only in the Emirates, where impossible is possible.”
When used in body copy, our core philosophy line appears in
Goes Here
sentence case.
(Body copy) Pudae moluptatusae prerro
occus ate nus exro vent, conse dolo entin
re, tor alit hic te pra corum aut omsimus
a deligen dusam siminum elique plabore
Core philosophy
ptatem nepe. Only in the Emirates, where
adapted to work
impossible is possible”
with the subject
matterOur Core Philosophy
2.09
Using Our Core Philosophy on Merchandise
When using our core philosophy as a slogan on merchandise like
shirts, jackets, caps, notebooks or mobile phone covers, the following
guidelines apply:
1- Our core philosophy line is not ‘locked up’ to The Emirates Brand
logo, so it could be placed anywhere in the layout, but not right
next to or below the logo. The placement of The Emirates Brand logo
and core philosophy line has to be approved by The Emirates
Brand Office.
2- Our core philosophy line should be written in the approved
Emirates Brand font. Therefore, the artworked version of
our core philosophy line should always be used.
Our core philosophy line should always appear in sentence case when
used on merchandise. Please use the artworked version of our core
philosophy line in either bilingual, Latin or Arabic language.Our Core Philosophy
2.10
Using Our Core Philosophy on Co-branded Merchandise
When using our core philosophy as a slogan on co-branded
merchandise, the same guidelines apply:
1- Our core philosophy line is not ‘locked up’ to The Emirates Brand
logo and the leading entity logo, so it could be placed anywhere
in the layout, but not right next to or below the logos. The placement
of The Emirates Brand logo and core philosophy line has to be
approved by The Emirates Brand Office (refer to Section 8.00).
2- Our core philosophy line should be written in the approved Emirates
Brand font. Therefore, the artworked version of our core philosophy
line should always be used.
When co-branding merchandise, The Emirates Brand takes the role
of the endorser and should move to a less prominent positioning,
allowing the other brand to take prominence. Please refer to Section
7.00 for co-branding and endorsement principles.
Our core philosophy line should always appear in sentence case when
used on co-branded merchandise. Please use the artworked version
of our core philosophy line in either bilingual, Latin or Arabic language.1.0
3.0
Brandmark
Colour
AssetsColour
3.01
Primary
The Emirates logo was created to reflect the colours of our Nation’s flag:
Red, Green, White and Black in a modern and functional representation.
C 4 M 98 Y 92 K 0
C 84 M 20 Y 93 K 6
C 0 M 0 Y 0 K 0
C 0 M 0 Y 0 K 100
R 229 G 36 B 45
R 32 G 141 B 75
R 255 G 255 B 255
R 0 G 0 B 0
Pantone 185C
Pantone 347
# FFFFFF
Pantone Process Black CP
# E7002A
# 009848
# 231F20
Please note that the CMYK and RGB values shown above
are not accurate. A media test should be carried out in
order to determine the accurate values for both CMYK
and RGB that best match the Pantone shades.1.0
4.0
Brandmark
Typography
AssetsBrandmark
Typography
4.01
4.01
Brandmark introduction
Overview
Primary typeface for headlines and body copy
Secondary typeface for sub-headlines when narrating people’s success stories
Codec Pro for Latin and Suisse Int’l for Arabic.
Publico for Latin and Greta Text Arabic for Arabic.
Sans serif, geometric Latin typeface and a humanist Arabic
A serif typeface for Latin and a Naskh typeface for Arabic is used
typeface that have an overall warm, approachable and modern feel.
as a secondary typeface for sub-headlines only, to add a visual
لا شيء
element of storytelling to our design system.
قـصـتـي يف الإمـــارات
My story in the Emirates
مستحيل
هذا النص المؤقت معد فقط لعرض شكل الخط العربي
وحجمه. هذا النص المؤقت معد فقط لعرض شكل الخط
العربي وحجمه. هذا النص المؤقت معد فقط لعرض شكل
الخط العربي وحجمه. هذا النص المؤقت معد فقط لعرض
شكل الخط العربي وحجمه.
Lorem ipsum dolor sit amet, consectse tuern
adipis cingn elit, sed diam nonumy nibh euisd
tnc ntut laoret dolore magna aliquam era luat.
Impossible is possible
Et rait plit as electi alique nullest, cusfi eturere,
asant pudam, simintoria pliquibus, incte opta
tus lorem ipsum dolor set.Typography
4.02
4.02
Primary Arabic and Latin Typeface
Latin - Codec Pro
Arabic - Suisse Int’l
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Codec Pro – Light
Suisse Int’l – Light
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Codec Pro – News
Suisse Int’l – Regular
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Suisse Int’l – Medium
Codec Pro – Regular
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Codec Pro – Bold
Suisse Int’l – Bold
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Codec Pro – Heavy
Suisse Int’l – Black
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
Codec Pro may be purchased online at:
Suisse Int’l may be purchased online at:
https://www.zetafonts.com/codec-pro
https://www.swisstypefaces.com/fonts/suisse/#fontTypography
4.03
4.03
Secondary Arabic and Latin Typeface
Latin - Publico Headline
Arabic - Greta Text Arabic
أب ت ث ج ح خ د ذ ر ز س ش ص ض
Publico Headline –
Greta Text
ABCDEFGHUJKLMNOPQRSTUVWXYZ
ط ظ ع غ ف ق ك ل م ن ه و ي
Roman
Arabic – Regular
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
Publico Headline –
Greta Text
ABCDEFGHUJKLMNOPQRSTUVWXYZ
ط ظ ع غ ف ق ك ل م ن ه و ي
Medium
Arabic – Medium
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
Greta Text
Publico Headline –
ABCDEFGHUJKLMNOPQRSTUVWXYZ
ط ظ ع غ ف ق ك ل م ن ه و ي
Arabic – Bold
Bold
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
Publico Headline may be purchased online at:
Greta Text Arabic may be purchased online at:
https://commercialtype.com/catalog/publico/publico_headline
https://tptq-arabic.com/fonts/greta_text_arabic/buy/singles?bt=4
then select the specified weights mentioned above to purchase.
then select the specified weights mentioned above to purchase.Typography
4.04
4.04
Default System Typeface
Default for Primary Typefaces
Latin - News Gothic
Arabic - Tahoma
أب ت ث ج ح خ د ذ ر ز س ش ص ض
Century Gothic –
Tahoma – Regular
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Regular
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
1234567890؟ !#$٪^*()+-
0123456789 .,:;@£$#%&*()!?
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Tahoma – Bold
Century Gothic – Bold
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
0123456789 .,:;@£$#%&*()!?
1234567890؟ !#$٪^*()+-
Default for Secondary Typefaces
Latin - Georgia
Arabic - Arial
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Georgia – Regular
Arial – Regular
ط ظ ع غ ف ق ك ل م ن ه و ي
abcdefghijklmnopqrstuvwxyz
0123456789 .,:;@£$#%&*()!?
1234567890؟ !#$٪^*()+-
أب ت ث ج ح خ د ذ ر ز س ش ص ض
ABCDEFGHUJKLMNOPQRSTUVWXYZ
Arial – Bold
Georgia – Bold
abcdefghijklmnopqrstuvwxyz
ط ظ ع غ ف ق ك ل م ن ه و ي
0123456789 .,:;@£$#%&*()!?
1234567890؟ !#$٪^*()+-
When our primary and secondary typefaces cannot
as email, use the font Century Gothic in place of
Century Gothic, Tahoma, Georgia and Arial are
be used within the office environment softwares
Codec Pro; and Tahoma in place of Suisse Int’l.
system fonts that are pre-installed on most PCs.
such as Microsoft® PowerPoint®, Microsoft®
For the secondary typefaces, use Georgia in place
Word® and any electronic communications, such
of Publico; and Arial in place of Greta Text Arabic.1.0
5.0
Digital
Brandmark
AssetsDigital
5.01
5.01
Logo Usage on Digital Platforms
Avatars and Profile Pics – Primary Logo
Avatars & Profile Pics – SymbolDigital
5.02
5.02
Email Signature – Without Our Core Philosophy Line
Name <name@company.com>
When using the logo in an email signature, you can choose to either include our
Sunday, February 16, 2020, 11:11 PM
core philosophy line “Impossible is possible” or to leave it out. If you do decide to
John Smith <jsmith@company.com>
use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
الإسم
Yours faithfully
Name
هاتف Tel +971 4 123 4567
المسمى الوظيفي
P.O.Box 123456 ص.ب
الإسم
مكتب هوية الإمارات
دبي، الإمارات العربية المتحدة
Name
هاتف Tel +971 4 123 4567
المسمى الوظيفي
P.O.Box 123456 ص.ب
مكتب هوية الإمارات
دبي، الإمارات العربية المتحدة
Job Title
Dubai, UAE
Job Title
Dubai, UAE
The Emirates Brand Office
nationbrand.ae
The Emirates Brand Office
nationbrand.aeDigital
5.03
5.03
Email Signature – With Our Core Philosophy Line
Name <name@company.com>
When using the logo in an email signature, you can choose to either include our
Sunday, February 16, 2020, 11:11 PM
core philosophy line “Impossible is possible” or to leave it out. If you do decide to
John Smith <jsmith@company.com>
use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
الإسم
Yours faithfully
Name
هاتف Tel +971 4 123 4567
المسمى الوظيفي
P.O.Box 123456 ص.ب
الإسم
مكتب هوية الإمارات
دبي، الإمارات العربية المتحدة
Name
هاتف Tel +971 4 123 4567
المسمى الوظيفي
P.O.Box 123456 ص.ب
Job Title
Dubai, UAE
مكتب هوية الإمارات
دبي، الإمارات العربية المتحدة
Job Title
Dubai, UAE
The Emirates Brand Office
nationbrand.ae
The Emirates Brand Office
nationbrand.ae
لا شـيء مستحيـل
IMPOSSIBLE IS POSSIBLE
لا شـيء مستحيـل
IMPOSSIBLE IS POSSIBLEDigital
5.04
5.04
Co-branding Banner Email Signature –
Without Our Core Philosophy Line
Name <name@company.com>
When using the Emirates Brand in a co-branded email signature, you can choose to either
Sunday, February 16, 2020, 11:11 PM
include our core philosophy line “Impossible is possible” or to leave it out. If you do decide
John Smith <jsmith@company.com>
to use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
The Emirates Brand should always appear last in the sequence of co-brands. This could
mean right or left, depending on the layout.
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
Yours faithfully
Name Surname
Job Title
Company
Name Surname
Job Title
Company
logo goes
logo goes
Tel +971 4 123 4567
here
Tel +971 4 123 4567
P.O.Box 123456 Dubai, UAE
company.com
here
P.O.Box 123456 Dubai, UAE
company.comDigital
5.05
5.05
Co-branding Banner Email Signature – With Our Core Philosophy Line
Name <name@company.com>
When using the Emirates Brand in a co-branded email signature, you can choose to either
Sunday, February 16, 2020, 11:11 PM
include our core philosophy line “Impossible is possible” or to leave it out. If you do decide
John Smith <jsmith@company.com>
to use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
The Emirates Brand logo locked up with our core philosophy should always appear last
in the sequence of co-brands. This could mean right or left, depending on the layout.
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
Yours faithfully
Name Surname
لا شيء
Title مستحيلJob
Company
مستحيل
Name Surname
لا شيء
Job Title
Company
logo goes
logo goes
Tel +971 4 123 4567
here
IMPOSSIBLE
P.O.Box 123456 Dubai, UAE
Tel +971 4 123 4567
IS POSSIBLE
company.com
here
IMPOSSIBLE
P.O.Box 123456 Dubai, UAE
IS POSSIBLE
company.comDigital
5.06
5.06
Co-branding Email Signature – Without Our Core Philosophy Line
Name <name@company.com>
When using the Emirates Brand in a co-branded email signature, you can choose to either
Sunday, February 16, 2020, 11:11 PM
include our core philosophy line “Impossible is possible” or to leave it out. If you do decide
John Smith <jsmith@company.com>
to use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
The Emirates Brand should always appear last in the sequence of co-brands.
This could mean bottom right or left, depending on the layout.
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
Yours faithfully
Name Surname
Job Title
Name Surname
Job Title
Tel +971 4 123 4567
P.O.Box 123456 Dubai, UAE
Tel +971 4 123 4567
company.com
P.O.Box 123456 Dubai, UAE
Company
logo goes
here
company.com
Company
logo goes
hereDigital
5.07
5.07
Co-branding Email Signature – With Our Core Philosophy Line
Name <name@company.com>
When using the Emirates Brand in a co-branded email signature, you can choose to either
Sunday, February 16, 2020, 11:11 PM
include our core philosophy line “Impossible is possible” or to leave it out. If you do decide
John Smith <jsmith@company.com>
to use it, our core philosophy line has to be applied as per guidelines in Section 2.02.
Lorem Ipsum Dolor
The Emirates Brand logo locked up with our core philosophy should always appear last in
the sequence of co-brands. This could mean bottom right or left, depending on the layout.
Dear Mr John Smith,
Dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullam corper suscipit
lobortis nisl ut aliquip. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel
illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim.
Yours faithfully
Name Surname
Job Title
Name Surname
Job Title
Tel +971 4 123 4567
P.O.Box 123456 Dubai, UAE
Tel +971 4 123 4567
company.com
لا شيء
Company
P.O.Box 123456 Dubai, UAE
مستحيل
logo goes
here
IMPOSSIBLE
IS POSSIBLE
company.com
لا شيء
Company
مستحيل
logo goes
here
IMPOSSIBLE
IS POSSIBLE1.0
6.0
Materials
Brandmark
AssetsMaterials
6.01
6.01
Paper, Wood and Metals
There are standardized ways to apply the logo on hard materials
such as paper, wood, and metals. On all of them, blind emboss
or deboss is allowed with no colour.
Paper - Blind deboss / Emboss (no colour)
Wood - Debossed (no colour)
Silver Metal - Debossed (no colour)
Gold Metal - Debossed (no colour)Materials
6.02
6.02
Textile and Leather
This also applies to soft materials. On textiles, both embroidery and
silk-screen print are allowed, and for both, the full colour version could
be used. On leather, blind deboss will be the finishing, and allowed for
use with no colour.
Textile - Embroidery (full colour)
Textile - Silk screen (full colour)
Natural leather - Blind deboss (no colour)
Black leather - Blind deboss (no colour)1.0
7.0
Brandmark
Co-branding
Assets
and EndorsementCo-branding and Endorsement
7.01
Introduction
Who you associate with says a lot about who you are. It applies for both
people and brands.
We are proud of our nation brand and the story it represents. It is, therefore,
essential that we protect its integrity and meaning whenever we associate it
with another brand.
Before endorsing or co-branding with another brand, we have to ask ourselves:
1- Is this brand aligned with our brand’s spirit and values?
2- What message are we sending to the world by associating
with this brand?
We want to link and collaborate with brands that will help share our proud
story with the world.Co-branding and Endorsement
7.02
Scenarios
There are two basic scenarios where co-branding or endorsement might be required:
1.Co-branding
2.Endorsement
Where we are co-branding with another brand/
Where we are endorsing another brand on their
brands on the collateral or communications of an
collateral or advertisements such as websites, mobile
initiative, program or event. For example, we might
apps, business cards, billboards or social media ads.
need to co-brand with another brand on a billboard
For example, if our logo appears on another entity’s
advertising an expo or exhibition.
website or on their communications.Co-branding and Endorsement
7.03
Co-branding Principles
Example without our core philosophy line brandmark lockup: Billboard
Expo / Event
When The Emirates Brand co-sponsors with another brand or
Brand
brands on an initiative, program or event, the following co-branding
principles apply:
1- With or Without Our Core Philosophy
When co-branding with other brands, you can choose to either
include our core philosophy line “Impossible is possible” or to leave
it out. If you do decide to include it, our core philosophy line has to
be applied as per guidelines in Section 2.02.
co-brand
co-brand
logo
logo
2- Last In Line
The Emirates Brand should always appear last in the sequence
Last in the line of co-sponsors
of co-brands. This could mean bottom right or left, depending
on the layout.
Example without our core philosophy line
Example with our core philosophy
brandmark lockup: Coffee table book
line brandmark lockup: Poster
Program /
Expo /
Event
initiative
Brand
Brand
Leading Brand
Leading
Poster Headline
Brand
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occus ate nus exro vent, conse dolo entin
re, tor alit hic te pra corum aut omsimus
mi, officipsam enihiliqui tem estio doloria
Book Title
deligen dusam siminum elique plabore
ptatem nem repe sequos mil inctore.
co-brand
logo
company.com
company.com
Appears at bottom of layout
Appears at bottom of layoutCo-branding and Endorsement
7.04
Endorsement Principles
Example: Website
Home
Manage
Help
Contact Us
Endorsed
1- No Core Philosophy Line
Brand
Where we are endorsing another brand on their collateral
or advertisements, our brand always appears without our
core philosophy line.
2- Less Prominent
Our brand is always less prominent than the endorsed brand,
so it always appears below or after the main brand, depending
on the layout. The Emirates Brand never competes with the
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
endorsed brand for prominence.
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Lorem ipsum dolor
Appears at the bottom of the website
without our core philosophy line
Example: Print Ad
Headline
goes here
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Endorsed
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voluptatur, conescit verit vero bla culpa derrum experum
volupta qui illenti oditiume pratur, si aliae quatemp oreriae
Brand
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in ex ea sequisi uta con estior andaessint ullabo. Xerume
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Less prominent than the endorsed brand
and used without our core philosophy line1.0
8.0
Contact Us
Brandmark
AssetsContact Us
8.01
8.01
Getting In Touch
The Emirates Brand Office
Tel +971 4 777 1111
nationbrand.ae
