World Cup - Saudi Arabia 2034 — World Cup - Saudi Arabia 2034

Guideline pages

SAUDI ARABIA FIFA WORLD CUPTM 2034 BID STAKEHOLDER GUIDELINES July 2024

The Saudi Arabia FIFA World CupTM 2034 bid identity is designed to capture the essence of Saudi Arabia's young nation, vibrant society and rich heritage. Brand Guidelines

Under the slogan Growing. Together. the bid identity celebrates the passion, spirit and diversity of football in Saudi Arabia. As one of the fastest and most exciting growth stories in world football, Growing. Together. seeks to capture the parallel between Saudi Arabia’s rapid transformation and the positive impact hosting the tournament would have on both international football and FIFA’s flagship event. The three pillars underpinning the bid: Growing People. Together. Growing Football. Together. Growing Connections. Together. Brand Guidelines

CONTENT SAUDI ARABIA FIFA WORLD CUPTM 2034 BID 10.0TEMPLATES 1.0LOGOTYPE 5.0PATTERNS 11.11 HOODIES 10.1 CO-BRANDING 5.1 SAUDI 2034 BID PATTERNS 1.1 PRIMARY LOGO 11.12 BIBS 10.2 CO-BRANDING POSITIONING 5.2 HERITAGE AND PASSION 1.2 LOGO VARIANTS 11.13 PENS 10.3 VERTICAL TEMPLATES 1.3 CLEAR SPACE 11.14 PHONE COVERS 6.0COLOR COMBINATIONS 10.4 HORIZONTAL TEMPLATES 1.4 LOGO MISUSE 11.15 SPORT BOTTLES 10.5 SQUARE TEMPLATES 1.5 MARK USAGE - PLACEMENT 6.1 RIBBONS: PATTERNS AND COLORS 11.16 FLAGS 10.6 GRAPHIC TEMPLATES 6.2 COLOR HARMONY 11.17 NOTEBOOK 2.0BRAND VALUES & PERSONALITY 10.7 SOCIAL MEDIA CAROUSEL 6.3 COLOR SET USAGES 11.18 STRESS BALL 10.8 INDOOR 2.1 TONE OF VOICE 11.19 SCARFS 7.0ICONOGRAPHY 10.9 OUTDOOR 2.2 TONE OF VOICE 11.20 CAPS 10.10 OUTDOOR 7.1 ICONOGRAPHY 11.21 LAPTOP SLEEVES 3.0DIGITAL PRESENCE 7.2 ICONOGRAPHY - REVERSE 11.22 SILICONE BRACELETS 11.0PHOTOGRAPHY STYLE 11.23 ARABIC COFFEE CUPS 3.1 PLATFORMS AND INSTRUMENTS 8.0TYPOGRAPHY 11.1 BROCHURE - HORIZONTAL LAYOUT 11.24 STICKERS 3.2 TERMINOLOGIES AND ABBREVIATIONS 11.2 BROCHURE - HORIZONTAL LAYOUT 8.1 ENGLISH FONT - BARLOW 3.3 KEY MESSAGING & COMMUNICATION 12.0CONTACT INFO 11.3 BROCHURE - VERTICAL LAYOUT 8.2 ARABIC FONT - AVENIR ARABIC DOʼS AND DONTʼS 11.4 BROCHURE - VERTICAL LAYOUT 8.3 STANDARD USE OF 3.4 MESSAGING SAMPLES 12.0 CONTACT INFO 11.5 STATIONERY TYPOGRAPHY - ENGLISH 3.5 MESSAGING SAMPLES 11.6 FOLDER 8.4 STANDARD USE OF 3.6 MESSAGING SAMPLES 11.7 BUSINESS CARDS TYPOGRAPHY - ARABIC 4.0COLOR PALETTE 11.8 …

LOGOTYPE 1.0 Brand Guidelines 1.0

LOGOTYPE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PRIMARY LOGO The logo is chosen to be the official and authoritative symbol representing the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID. Together, the logo features intertwined rows of multi-colored ribbons, each adorned with iconic football and cultural symbols. These ribbons gracefully come together to form '34', symbolizing the year Saudi Arabia aspires to welcome the world for the 25th edition of the FIFA World CupTM. This artistic representation not only celebrates the spirit of football but also subtly mirrors the geographical contours of Saudi Arabia, celebrating its unique identity and vision. 1.1

LOGOTYPE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PRIMARY SECONDARY LOGO LOGO TEALISH BLUE VARIANTS The SAUDI ARABIA FIFA WORLD CUPTM 2034 BID logo is available in four variants. The primary logo is used across the majority of communications. The primary logo is only ever reproduced in full color. The secondary tealish blue logo is only used SECONDARY SECONDARY when available. BLACK LOGO WHITE LOGO The white secondary logo is used on dark primary brand colors, secondary brand colors and dark colored backgrounds. The black secondary logo is only used when black is the only available color. 1.2

LOGOTYPE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID CLEAR SPACE 3X To ensure prominence and legibility, the brand mark is always surrounded by a minimum area of clear space. The clear space remains free of other elements, 3X 3X such as type, graphics and imagery. The minimum area of clear space is shown by the rectangular frame containing the brand mark. 3X 1.3

LOGOTYPE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID LOGO MISUSE CO-BRAND Do not change size or placement Do not use the logo in isolation, Logo usage guidelines are crucial in a brand Do not animate the lockup Do not co-brand of individual elements always be presented within its lockup guideline because they ensure consistent and proper application of the logo across various platforms. This consistency builds brand recognition, establishes a professional image, and communicates the brand's values effectively. Do not stretch or squash the letters Do not use a grayscale version Do not replace the word mark Do not add drop shadow By providing clear instructions on how to use the horizontally or vertically of the logo with a different typeface or outline logo, guidelines maintain its integrity, protect legal rights, and contribute to a cohesive and memorable brand identity. Ultimately, adhering to logo usage guidelines helps strengthen brand loyalty and fosters a positive and lasting impression among the audience. Do not place the logo against Do not change the color scheme Only use the primary & secondary Do not blur the logo a busy background color from slide 1.3 1.4

LOGOTYPE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BRAND PRESENCE CENTER STAGE MARK USAGE - PLACEMENT Center Stage: We place the primary brand mark at the center stage when we aim to emphasize and showcase the brand. Ensure that the mark does not compete with a busy image for visibility. In all formats, the center stage option is larger than the other brand presence options. Brand Presence: When prioritizing cover information, the mark can be placed in the corners or anywhere within the central column of the document that complements the content and background. In this scenario, the mark plays a less prominent role, serving more as a subtle brand presence. x 1.5

BRAND VALUES 2.0 & PERSONALITY Brand Guidelines 2.0

BRAND VALUES & PERSONALITY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TONE OF VOICE 01 Our brand values and personality define who Inspirational we are,how we do things and what we want to reflect to the audiences. The tone should be one that uplifts and motivates, evoking a sense of pride in local football fans and youth, inspiring them to voice their support for Saudi 2034 bid. Example: In 2022, the Green Falcons gave us memories that will never fade. But that was just the beginning. As a geographic hub and single host nation, KSA’s 2034 FIFA World CupTM bid promises to deliver an experience like no other, bringing the world together to celebrate the beautiful game. Welcome to the next chapter in Saudi Arabia’s ambitious sports journey. 02 Welcoming & Inclusive The tone should be warm, genuine and inviting, emphasising that everyone is welcome, all cultures and backgrounds. Example: We believe in the football’s power to bring people together, bridge cultures, and change lives. Fans visiting the Kingdom for the 2034 FIFA World CupTM will experience its welcoming society, warm culture, and rich heritage, while becoming a part of history. 03 Passionate & Enthusiastic The tone should exude passion and excitement. As a football nation, the opportunity to host the sport’s biggest tournament would be monumental. The brand’s words and voice should adequately convey that. Example: As a proud football nation, hosting the 2034 FIFA World CupTM would be a dream come true for the country’s …

BRAND VALUES & PERSONALITY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TONE OF VOICE 04 Community Centric & Engaging The tone should also emphasise on connection, community and engagement, fostering a sense of camaraderie and collective purpose amongst football fans worldwide. Example: For the players, for the fans, for the world. Powered by passion, Saudi Arabia's 2034 FIFA World CupTM bid will convene people from across the globe and grow the game for everyone, at all levels. 05 Welcoming & Inclusive The tone should reflect the nation’s evidence backed confidence, conveying USPs and a readiness to host the tournament with certainty, without being arrogant. Example: Sport is a key pillar of Saudi Arabia’s Vision 2030 & driver of the Kingdom’s transformation. From multiple world cup appearances to hosting over 20 international football events, KSA has made several strides to grow the game for all and become a ready host for #Saudi2034. 06 Sophisticated & Professional The tone should be polished, articulate and reflective of KSA’s commitment to quality, expertise and excellence. Example: Driven by its rapid transformation, immense passion for football, and relentless ambition to grow the game, KSA is committed to delivering a world-class tournament that offers exceptional experiences and sparks the imaginations of fans across the globe. 2.2

DIGITAL 3.0 PRESENCE Brand Guidelines 3.0

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PLATFORMS AND INSTRUMENTS The Saudi 2034 bid will be officially and exclusively available on the following platforms. SOCIAL MEDIA PLATFORM(S) ACCOUNT INSTRUMENT Unified @Saudi2034bid account (AR/EN) @Saudi2034bidAR Arabic account @Saudi2034bid English account *NOTE - The letter "S" should always be capitalized. 3.1

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TERMINOLOGIES AND ABBREVIATIONS To maintain consistency across all communication channels, always refer to the terminologies and abbreviations listed below. ENGLISH ARABIC When referring to the FIFA World Cup 2034TM on its own FIFA World Cup 2034TM كأس العالم TM2034 FIFA without a reference to Saudi Arabia’s bid.... The Saudi Arabia FIFA World CupTM 2034 bid Saudi Arabia FIFA World CupTM 2034 bid When referring to Saudi Arabia FIFA Or fully capitalized ملف ترشح المملكة العربية السعودية لاستضافة كأس العالم TM2034 FIFA World CupTM 2034 bid... THE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SAUDI ARABIA FIFA WORLD CUPTM 2034 BID The official bid slogan is: “Growing. Together.” and should be referenced Slogan معا. ننمو. exactly as shown. Growing People. Together. معا لتنمية القدرات البشرية Pillars Growing Football. Together. معا لتنمية كرة القدم Growing Connections. Together. معا بتنمية جسور التواصل *NOTE - The "S" should always be capitalized #Saudi2034bid #ترشح_السعودية2034 Official Hashtags *NOTE - The "G" & "T" should always be capitalized #GrowingTogether #معا_ننمو Saudi Arabia FIFA World CupTM 2034 bid unit at the Saudi Arabian وحدة ملف ترشح المملكة العربية السعودية لاستضافة كأس العالم TM FIFA 2034الاتحاد لدى Bid unit reference Football Federation (SAFF) السعودي لكرة القدم Never use the phrase ‘Saudi 2034’, always refer to it as ‘Saudi 2034 bid’. يرجى عدم استخدام العبارة »السعودية « والتقيد بإحدى 2034التالية: المقترحات Abbr…

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID KEY MESSAGING & COMMUNICATION DOʼS AND DONTʼS To ensure clarity and consistency in representing the Saudi 2034 bid, always refer to the below bullet points. DO’s DON’Ts Don’t guess, if you don’t know the answer, say you will find out or Always presenting Saudi as one tone and one nation is a introduce them to someone that does key milestone Don’t mention uncertainties, if discussing unbuilt infrastructure etc., Showcase the benefits of hosting the world cup, to the country and ensure you refer to the facts the whole global audience, utilising the key messages and proof points Don’t compare with other regions or cities Wave the “Saudi 2034 bid” hero message Always aligned with Saudi 2034 bid brand guidelines when building visual assets or using imagery (table,infographics,datagraphics, il- lustrations or maps) 3.3

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID MESSAGING SAMPLES Explore these examples of effective messaging from key stakeholders to maintain consistency and impact. ياسر المسحل الاتحاد السعودي لكرة القدم عبدالعزيز بن تركي الفيصل ياسر المسحل @Yaimisehal @SaudiFF @Yaimisehal @Yaimisehal الحلم.. يقترب خطوة أخرى لتحقيق الحلم  التسليم الرسمي لملف تسليم ملف ترشح المملكة لاستضافة #ترشح_السعودية2034لاستضافة بدعم قيادة وطننا الغالي -هللا حفظها- كأس العالم هي 2034لتعزيز خطوة تسليم ملف ترشح المملكة لاستضافة كأس العالم، خطوة مهمة نحو بناء نفخر اليوم بتسليم ملف ترشح تطور كرة القدم محليا ودوليا. كأس العالم يعكس 2034القيادة رؤية مستقبل رياضي مشرق وتعزيز مكانة السعودية لاستضافة كأس العالم الحكيمة ودعمها المستمر للرياضة. المملكة في عالم كرة القدم بشكل 2034رسمي #ترشح_السعودية2034 | #معا_ننمو #ترشح_السعودية2034 | #معا_ننمو #معا_ننمو #ترشح_السعودية2034 | #معا_ننمو 14 24 15 10 33 22 12 190 44 10 16 21 3.4

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID MESSAGING SAMPLES نقف مع ملف ترشح المملكة لاستضافة بطولة كأس العالم 2034 تسليم ملف ترشح المملكة لاستضافة كأس العالم 2034فرصا يتيح بتسليم ملف #ترشح_السعودية2034القطاع نعكس التزامنا بتطوير ونعمل على تحقيق تجربة رائدة في مجال الأمن الصحي. في قطاعي واعدة.. الرياضة والتنمية البشرية # معا_ننمو الإعلامي وتوفير تغطية شاملة لأكبر حدث كروي في العالم. #ترشح_السعودية2034 #معا_ننمو #معا_ننمو #ترشح_السعودية2034 نساهم في خلق نسخة مبتكرة وفريدة للحدث الرياضي الأكبر فخورون بتسليم ملف ترشح المملكة العربية السعودية لاستضافة لتنمية معا.. جسور التواصل تسليم ملف ترشح المملكة لاستضافة بطولة كأس العالم 2034 يعزز ونعكس طموحاتنا الكبيرة في ملف #ترشح_السعودية. كأس العالم ٢٠٣٤ والذي نطمح من خلاله إلى تعزيز الاقتصاد الوطني وجذب الاستثمارات العالمية من تطوير بنية نقل متقدمة تدعم تنقل الزوار والمشجعين بسهولة #معا_ننمو #ترشح_السعودية2034 #معا_ننمو #ترشح_السعودية2034 #معا_ننمو #ترشح_السعودية2034 نمض في أحلامنا الكبيرة الذي يحمله ملف #ترشح_السعودية2034 يؤيد ملف #ترشح_السعودية2034 تسليم ملف الترشح لاستضافة كأس العالم 2034 لاستقبال أضخم حدث رياضي عالميا أهدافنا في إثراء التواصل العالمي بلا حدود تحت سقف واحد. نافذة تجذب العالم لاستكشاف المملكة وموروثها الغني #معا_ننمو #ترشح_السعودية2034 #معا_ننمو # معا_ننمو 3.5

DIGITAL PRESENCE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID MESSAGING SAMPLES ملف نافذة #ترشح_السعودية2034المربع لاكتشاف أحدث داون تاون، ملف يحمل #ترشح_السعودية2034طموحاتنا في صفحاته الكثير من من مطار الملك خالد إلى كل نقطة في العاصمة الرياض، نساهم في الجديد؛ الذي يحتوي على ملعب عصري، ويتناغم بين الابتكار في عسير، ما بين المطار الجديد، ومشروع اردارا.. ومن قممنا وشيمنا تسهيل تجربتكم لحضور المباريات والاستمتاع بها خلال أوقات وجيزة. والتكنولوجيا، ويمكنك الوصول إلى كل ما تحتاج إليه سيرا على الاقدام ومشاريعنا العملاقة.. ندعو العالم إلى الاستمتاع بكل تفاصيلنا. #معا_ننمو #ترشح_السعودية2034 وفي غضون ١٥ دقيقة. #معا_ننمو #معا_ننمو من هالأرض، إلى كل الأرض نعكس للعالم مدى ارثنا وتنوع ثقافاتنا من خلال ملف #ترشح_ نمضي في تطورنا ونعكس للعالم طموحاتنا من خلال تسليم ملف السعودية2034 ، الذي يدعوكم لتجربة فريدة في البلد التاريخية التي تبعد ترشح المملكة العربية السعودية لاستضافة كأس العالم 2034 FIFA TM، تسليم ملف ترشح المملكة العربية السعودية لاستضافة كأس العالم FIFA ٢٠٣٤TM يعزز من إبراز تاريخنا الممتد لأكثر من ثلاثة قرون، في ٢٠ دقيقة عن المطار ودقائق معدودة عن كل ملعب من ملاعب حيث نسعى في وسط جدة لاحياء التجربة الحضارية والاجتماعية حيث الوجهة الفاخرة الدرعية. والذكرى التي لا تنسى البطولة. والإنسانية، وكذلك الرياضية بملعبنا التحفة المعمارية. #معا_ننمو #ترشح_السعودية2034 #معا_ننمو #ترشح_السعودية2034 #معا_ننمو 3.6

COLOR 4.0 PALETTE Brand Guidelines 4.0

COLOR PALETTE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID FIVE COLORS Oasis Rich Desert REFLECTING Green Lavender Amber THE DIVERSITY A symbol of warmth and Representing valleys and Celebrating the blossoming generosity mountains wildflowers OF THE NATION. Our brand identity draws inspiration from the rich cultural heritage and natural landscapes of Saudi Arabia. These carefully chosen colors not only pay homage Radiance Sunrise to the unique character of Saudi Arabia but also convey our brand's dedication to a harmonious Red Yellow blend of tradition and innovation. Drawing inspiration from the Marking an exciting new dawn Red Sea coral reefs for the nation 4.1

COLOR PALETTE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PRIMARY INNOVATIVE BLUE COLORS C = 95 R = 46 M = 90 G = 53 75% 50% 25% Y = 30 B = 105 K = 18 HEX #2E3569 RICH LAVENDER C = 40 R = 161 M = 80 G = 84 75% 50% 25% Y = 0 B = 161 K = 0 HEX #A154A1 OASIS GREEN C = 70 R = 85 M = 10 = 170 G 75% 50% 25% Y = 85 = 92 B K = 0 HEX #55AA5C 4.2

COLOR PALETTE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SECONDARY RADIANCE RED COLORS C = 0 R = 239 M = 90 G = 65 75% 50% 25% Y = 90 B = 48 K = 0 HEX #EF4130 DESERT AMBER C = 0 R = 247 M = 50 G = 148 75% 50% 25% Y = 100 B = 29 K = 0 HEX #F7941D SUNRISE YELLOW C = 0 R = 255 M = 20 G = 203 75% 50% 25% Y = 100 B = 5 K = 0 HEX #FFCB05 4.3

COLOR PALETTE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID NEUTRAL BLACK COLORS C = 0 R = 0 M = 0 G = 0 75% 50% 25% Y = 0 B = 0 K = 0 HEX #000000 Black and white serve as the neutral backbone of our brand identity, offering a classic and timeless aesthetic. WHITE C = 0 R = 255 M = 0 G = 255 0% 0% 0% Y = 0 B = 255 K = 0 HEX #FFFFFF 4.4

COLOR PALETTE SAUDI ARABIA FIFA WORLD CUPTM 2034 BID COLOR RATIO 30% 30% A robust color palette provides for many design options, however thoughtful consideration and restraint ensures the SAUDI HEAVY HEAVY ARABIA FIFA WORLD CUPTM 2034 BID brand USE USE 15% 15% identity retains its sophisticated visual identity. The primary color palette should always dominate communication. 15% 15% Here is a general guide for making effective color choices in compositions. This isn’t meant to imply a strict mathematical distribution of 15% 15% the colors; rather, these ratios should help your layout pass a squint test. 15% 15% LIGHT LIGHT TOUCH TOUCH 10% 10% 4.5

PATTERNS 5.0 Brand Guidelines 5.0

PATTERNS SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SAUDI 2034 BID PATTERNS The SAUDI ARABIA FIFA WORLD CUPTM 2034 BID is symbolized through five distinctive patterns, each meticulously designed to embody cultural icons drawn from the diverse regions of the kingdom. These icons are more than mere designs; they are thoughtful representations of the unique cultural, geographical, and historical facets that define each region. Celebrating football, the patterns weave together elements from Saudi Arabia's rich cultural tapestry with motifs from the world of football, showcasing the universal language of the sport and its power to unite different cultures. This fusion not only highlights the country's commitment to celebrating its own heritage but also its desire to embrace and contribute to the global football culture. 5.1

PATTERNS SAUDI ARABIA FIFA WORLD CUPTM 2034 BID HERITAGE AND PASSION NORTHERN REGION WESTERN REGION CENTRAL REGION SOUTHERN REGION EASTERN REGION PATTERN PATTERN PATTERN PATTERN PATTERN Inspired by Al-Qatt Al-Asiri, Inspired by the architectural Inspired by the Hijazi Roshans of The Desert Amber ribbon, echoing Inspired by the unique Al Sadu reflecting the southern region's beauty of Najd, the pattern reflects the western region, the pattern Al-Ahsa's esteemed cultural and patterns of Saudi Arabia's northern unique identity with patterns that the central region's distinctive echoes detailed wooden window historical legacy, particularly region, the pattern celebrates the adorn homes, fostering community culture. frames and latticework of highlights the area's iconic stucco bedouin's expert craftsmanship unity. traditional buildings. architecture. through its intricate diamond-shaped designs The accompanying medal further The whistle, echoing vibrant Incorporating a football symbolizes The flag is reimagined as a symbol reminiscent of traditional signifies the unity and diversity of traditions and song, alongside the the sport's core essence, and the of football fandom, capturing the embroidery. This pattern reflects cultures, highlighting how football Saudi coffee cup symbol for brings together people from Falcon, the national bird, excitement and passion of fans, the cultural heritage and artistry of hospitality, collectively express the represents speed, courage, and marking…

COLOR 6.0 COMBINATIONS Brand Guidelines 6.0

COLOR COMBINATIONS SAUDI ARABIA FIFA WORLD CUPTM 2034 BID RIBBONS: PATTERNS AND COLORS A ribbon consists of a pattern paired with its corresponding color. Each individual ribbon is specified with only two color combinations: primary and secondary CENTRAL REGION NORTHERN REGION WESTERN REGION SOUTHERN REGION EASTERN REGION PRIMARY COLORS Oasis Green Sunrise Yellow Radiance Red Rich Lavender Desert Amber SECONDARY COLORS Rich Lavender Radiance Red Desert Amber Oasis Green Sunrise Yellow 6.1

COLOR COMBINATIONS SAUDI ARABIA FIFA WORLD CUPTM 2034 BID COLOR HARMONY The Saudi 2034 bid identity color palette, five colors, are categorized into three unique color sets. The color sets are designed to ensure pairing the right colors together, reducing suggestivity of any hierarchy or sequence. Color set 1 Color set 2 Color set 3 Rich Radiance Rich Lavender Red Lavender Innovative Sunrise Desert white Oasis Green Blue Yellow Amber Innovative Blue and white can be paired with any of the following combinations 6.2

COLOR COMBINATIONS SAUDI ARABIA FIFA WORLD CUPTM 2034 BID COLOR SET USAGES Only one color set could be utilized in an individual comm. A given color set provides a two color limitation, a maximum of two patterns, in an individual comm. Color set 2 Color set 3 No additional color combinations should be created. Only the Innovative Blue and white colors are considered neutral colors, could complement any of the sets. Color set 1 Using neutral colors as backgrounds 6.3

ICONOGRAPHY 7.0 Brand Guidelines 7.0

ICONOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID ICONOGRAPHY For all iconography, following the style utilized within the patterns, we use rough, minimalistic and outlined illustrations. 7.1

ICONOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID ICONOGRAPHY - REVERSE 7.2

TYPOGRAPHY 8.0 Brand Guidelines 8.0

TYPOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID Ss 2034 ENGLISH FONT - BARLOW LIGHT 34%?#* The chosen typeface for the brand is Barlow. This modern, bold and sleek sans-serif typeface exudes a sense of dynamism and a contemporary REGULAR aesthetic. With its clean lines and legible letterforms, Barlow ensures readability across various applications. It GgYes!! strikes a perfect balance between sophistication and approachability, reflecting the brand’s commitment to a modern, polished and user-friendly experience. MEDIUM Tt Goal! BOLD 8.1

TYPOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID 2034س ARABIC FONT - AVENIR ARABIC REGULAR ٪?#* 34 With a range of weights, clean letterforms, and balanced proportions, Avenir Arabic offers legibility and modernity. This typeface includes a MEDIUM wide range of punctuation marks, ensuring comprehensive language support. It embodies a contemporary and professional aesthetic. نعم!!ب HEAVY ذ هدف! BLACK 8.2

TYPOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TYPE HIERARCHY ENGLISH STANDARD USE OF TYPOGRAPHY ENGLISH UPPER CASE Header Barlow - Extra Bold Text size: 82pt T The typography hierarchy is carefully structured to Lineheight: 90pt HEADLINE ensure clear communication and visual hierarchy throughout our brand materials. Headers command attention and set the tone, utilizing the Sub Header Secondary headline in black weight of Barlow. Barlow - Bold Text size: 50pt sentence case Subheaders follow, using a slightly lighter weight Lineheight: 58pt for easy readability. Body text is set in a regular weight, providing a comfortable reading Body Text Body text is set ranged left whenever possible experience. Barlow - Regular to maximize legibility. It is set in colored Text size: 16pt solid black on white or light backgrounds. Lastly, calls to action (CTA) employ a distinct style, Lineheight: 22pt On black or dark backgrounds body text can such as a contrasting color, to draw attention. be colored white. Call-To-Action Learn more Barlow - Regular Text size: 26pt Lineheight: 32pt 8.3

TYPOGRAPHY SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TYPE HIERARCHY ARABIC STANDARD USE OF TYPOGRAPHY العـنــوان الـرئـيـســـي ARABIC Header Avenir Arabic - Black Text size: 82 pt The typography hierarchy is carefully structured to Lineheight: 90 pt ensure clear communication and visual hierarchy throughout our brand materials. العنـــوان الــثــانـوي Sub Header Avenir Arabic - Heavy Headers command attention and set the tone, Text size: 50 pt utilizing the black weight of Avenir Arabic. Lineheight: 60 pt Subheaders follow, using a slightly lighter weight for easy readability. Body text is set in a regular Body Text ضبط النص إلى اليمين يـتم، لزيادة الوضوح كلما أمكن weight, providing a comfortable reading Avenir Arabic - Regular Avenir Arabic - Regular وذلك بخط experience. Text size: 20 pt Lineheight: 30 pt Lastly, calls to action (CTA) employ a distinct style, such as a contrasting color, to draw attention. Call-To-Action Avenir Arabic - Semibold Text size: 28 pt Lineheight: 38 pt 8.4

PHOTOGRAPHY 9.0 Brand Guidelines 9.0

PHOTOGRAPHY SAUDI ARABIA 2034 MOOD BOARD The photography style emanates passion, energy, and nostalgia, infusing our brand imagery with vibrant positivity and a distinctive flair. This authenticity and organic approach make our visuals instantly recognizable and inclusive, accurately reflecting the diverse demographics of our global target audience. Individuals portrayed exude warmth and a genuine passion for the subject, capturing the excitement, unadulterated joy, and the spirit of nationalism at the heart of our imagery. 9.1

PHOTOGRAPHY SAUDI ARABIA 2034 PHOTOGRAPHY STYLE Portray existing culture in Saudi – Real and authentic photos – real spirit, real joy, real connection, no stock images or images of actors real reaction, real relationships Table, infographics, datagraphics, Diversify ages and illustrations, maps to be aligned with maintain gender balance Saudi 2034 bid brand guideline. Mix of cultures, both Saudi nationals and Clothing Wear: Follow the displayed international visitors, ensuring a large dress code on the Visit Saudi website bank of images with international visitors https://www.visitsaudi.com/en Highlight diverse landscapes Showcase generational and lighting conditions family at all events 9.2

TEMPLATES 10.0 Brand Guidelines 10.0

CO-BRANDING SAUDI ARABIA FIFA WORLD CUPTM 2034 BID CO-BRANDING No other logo will be displayed as a lockup with the STAKEHOLDER SAUDI ARABIA FIFA WORLD CUPTM 2034 BID brand mark. LOGO The SAUDI ARABIA FIFA WORLD CUPTM 2034 BID logo should be displayed at 100% size, while the co-branded logos should be displayed at 80% size. STAKEHOLDER LOGO 100% SIZE 80% SIZE 10.1

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID CO-BRANDING STAKEHOLDER STAKEHOLDER LOGO LOGO POSITIONING STAKEHOLDER STAKEHOLDER LOGO LOGO Whenever the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID logo is seen with a stakeholder logo, some general principles governing their usage apply. STAKEHOLDER STAKEHOLDER STAKEHOLDER STAKEHOLDER LOGO LOGO LOGO LOGO STAKEHOLDER STAKEHOLDER STAKEHOLDER STAKEHOLDER LOGO LOGO LOGO LOGO The stakeholder logo is always displayed on the opposite side of the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID logo. x x x x STAKEHOLDER STAKEHOLDER LOGO LOGO STAKEHOLDER STAKEHOLDER STAKEHOLDER STAKEHOLDER LOGO LOGO LOGO LOGO x x 10.2

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID VERTICAL GROWING. TOGETHER. STAKEHOLDER STAKEHOLDER LOGO LOGO TEMPLATES معـــــــــــــا.. ننمـــــــــــــو The templates are designed to guide and inspire you in utilizing the brand identity for the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID, including the creation of artworks and the placement of stakeholder logos. GROWING. TOGETHER. STAKEHOLDER مـعـــــا.. ننـمــــــو LOGO 10.3

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID HORIZONTAL TEMPLATES GROWING. TOGETHER. The templates are designed to guide and inspire you in utilizing the brand identity for the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID, including the creation of artworks and the placement of STAKEHOLDER stakeholder logos. LOGO GROWING. TOGETHER. STAKEHOLDER LOGO 10.4

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SQUARE TEMPLATES GROWING. STAKEHOLDER LOGO TOGETHER. The templates are designed to guide and inspire you in utilizing the brand identity for the SAUDI ARABIA FIFA WORLD CUPTM 2034 BID, including the creation of artworks and the placement of stakeholder logos. GROWING. TOGETHER. STAKEHOLDER LOGO 10.5

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID GRAPHIC STAKEHOLDER STAKEHOLDER STAKEHOLDER STAKEHOLDER LOGO LOGO LOGO LOGO TEMPLATES GROWING. GROWING. The templates are designed to guide and inspire you in utilizing the brand identity for the SAUDI TOGETHER. TOGETHER. ARABIA FIFA WORLD CUPTM 2034 BID, including the creation of artworks and the placement of مـعـــــا.. ننـمــــــو مـعـــــا.. ننـمــــــو stakeholder logos. GROWING. TOGETHER. مـعـــــا.. ننـمــــــو LEARN MORE LEARN MORE 10.6

TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SOCIAL MEDIA CAROUSEL Ribbon Dynamics Visual Storytelling Vibrant Energy We'll weave ribbons smoothly into our visuals, using them to We're committed to using striking imagery and dynamic overlays Our social media strategy is all about injecting lively energy into amplify and enrich the narrative. These ribbons will serve to to create content that stands out. Our visuals will encapsulate the every post, capturing the essence of our sports brand. We aim for SAUDI ARABIA FIFA WORLD CUPTM 2034 bid spirit, stirring the augment the imagery, adding to the vibrant and energetic content that pulses with the community's enthusiasm for sports. narrative that our sports brand represents on social media. excitement and competitive nature intrinsic to sports. 10.7

INDOOR TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID 10.8

OUTDOOR TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID 10.9

OUTDOOR TEMPLATES SAUDI ARABIA FIFA WORLD CUPTM 2034 BID 10.10

BRAND 11.0 APPLICATION Brand Guidelines 11.0

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BROCHURE - HORIZONTAL LAYOUT 11.1

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BROCHURE - HORIZONTAL LAYOUT 11.2

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BROCHURE - VERTICAL LAYOUT 11.3

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BROCHURE - VERTICAL LAYOUT 11.4

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID STATIONERY 11.5

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID FOLDER 11.6

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BUSINESS CARDS 11.7

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID ID AND LANYARD 11.8

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BANNERS 11.9

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID TSHIRTS 11.10

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID HOODIES 11.11

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID BIBS 11.12

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PENS 11.13

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID PHONE COVERS 11.14

GIVEAWAYS BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SAUDI ARABIA 2034 PHONE COVERS SPORT BOTTLES 11.15

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID FLAGS 11.16

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID NOTEBOOK EMBOSSED EMBOSSED ENGRAVED STANDARD 11.17

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID STRESS BALL 11.18

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SCARFS 11.19

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID CAPS 11.20

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID LAPTOP SLEEVES 11.21

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID SILICONE BRACELETS 11.22

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID ARABIC COFFEE CUPS 11.23

BRAND APPLICATION SAUDI ARABIA FIFA WORLD CUPTM 2034 BID STICKERS 11.24

CONTACT INFO Please contact the Saudi Arabia FIFA World CupTM 2034 bid unit Marketing and Communications team should you require further information. Imagery files are available upon request. Saudi2034bid@saff.com.sa © 2024 | All rights reserved