World Defense Show — World Defense Show

Guideline pages

VERSION 02 The Brand WDS Brand Architecture The following framework will help various stakeholders understand the proper visual treatment of WDS as a generic brand. It summarizes the fundamental technical characteristic of WDS in a practical way. It should serve a strict guide for production of any element related to the brand. P 02

Contents 03 13 22 Logos Brand Assets Brand Systems 04 14 23 Digital Collaterals Typography Horizontal Logos 05 15 26 Color Palette Print Collaterals Vertical Logos 30 Contact Information 06 16 Iconography GAMI Logos 09 18 Photography Logo Positioning 10 19 Graphic Assets Color Variations 11 20 Five Lines Alternative Logos 12 21 Disruptions Clear Space

VERSION 02 Primary Brandmark ENGLISH HORIZONTAL LOGO ARABIC HORIZONTAL LOGO WDS Brandmark and its proper usage is highly significant for us. Consistency and clarity of communication are essential factors in representing a strong, reputable, and veracious brand. P 05

VERSION 02 Alternative Brandmark ENGLISH HORIZONTAL LOGO (WITH EVENT DATE) ARABIC HORIZONTAL LOGO (WITH EVENT DATE) Preferred logo to be used in all applications Logo to be used only in formal government and where possible. ministerial communications. Alternative Brandmark displays the Event dates to encourage anticipation. P 06

VERSION 02 Brandmark Structure Variation THE SYMBOL ENGLISH AND ARABIC VERTICAL LOGOS The symbol should never be used in place of the logo. It should only be used in applications where the logo is present of the This logo should only be used in applications where due to horizontal brand presence is clear. composition constraints the primary logo cannot be used. P 07

VERSION 02 Brandmark Color Variation There are four colour variations of the logo and each one has been created for a particular application or production process. Please ensure that you choose the relevant version for your application. FULL COLOUR POSITIVE FULL COLOUR REVERSED BLACK AND WHITE These versions are mainly reserved for black and white applications. In dark The full colour version of our logo should be The colour version of our logo should only be background applications or on dark images, where using the ‘full color negative’ used on white and light background applications used in dark background applications. logo creates contrast issues, the white logo should be used. wherever possible. * Please don’t attempt to re-create the logo. Artwork files of the logos and other design elements are available from the World Defense Show communications team. P 08

VERSION 02 Brandmark Color Variation ALTERNATIVE LOGOS Note that these versions should not be treated as replacements of the primary logo and are research for application and production specific scenarios and should only be used with the express permission of the WDS team. P 09

VERSION 02 Logo Clear Space 35mm LOGO MINIMUM SIZE CLEAR SPACE In print, the logo should not be smaller than the size To ensure prominence and legibility, the logo is always surrounded by an area of clear detailed here. On-screen, the logo is rendered differently space which remains free of other design elements, such as type and other logos. across various types of platforms and devices. To help maintain consistency across all brand applications, The construction of the Care should be taken to preserve legibility at small size. clear space area is based on the size of pentagon present in the middle of WDS logomark. P 010

VERSION 02 Gami Logos (EN) COLOUR LOGO WHITE LOGO Logo should always be used in the The white version of the logo lockup should be used when placed on a coloured and photography format above. background, where the colors clash with the logo. P 011

VERSION 02 Gami Logos (AR) COLOUR LOGO WHITE LOGO Logo should always be used in the The white version of the logo lockup should be used when placed on a coloured and photography format above. background, where the colors clash with the logo. P 012

VERSION 02 WDS and Gami Co-Branding LOGO POSITIONING World Defense Show and GAMI logos should appear together and be positioned at the top of the composition whenever possible. The above alignment and scale should be followed whenever the two logos are present. The relationship between the above logos should always be consistent and high-resolution. P 013

VERSION 02 Logo Placement (Template) Grid This grid is used to determine WDS and Gami logos positon and template margin to maintain consistency in any size or format. The number of grids will vary depending on the size and format of material to maintain logos maximum visibility. P 014

VERSION 02 Logo Placement (Template) Backdrop (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Backdrop grid is divided into 13 columns. P 015

VERSION 02 Logo Placement (Template) Roll Up (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Roll Up grid is divided into 10 columns. P 016

VERSION 02 Logo Placement (Template) Social Media Square Post (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Square grid is divided into 13 columns. P 017

VERSION 02 Logo Placement (Template) Powerpoint Presentation (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Powerpoint grid is divided into 17 columns. P 018

VERSION 02 Logo Placement (Template) Megacom (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Megacom grid is divided into 21 columns. P 019

VERSION 02 Logo Placement (Template) Emailer (Grid) Grid and Margin will depend on the size of pentagon in the middle of WDS logo. This is represented by the letter “x“. Emailer grid is divided into 14 columns. P 020

Brand Assets

VERSION 02 We lead with a typeface called Cairo. It’s a contemporary Sans Serif typeface that’s both a workhorse business typeface and a human-forward joyful face. Cairo font isn’t afraid to admit it has a personality. P 022

VERSION 02 Primary Typography Cairo Headings Bold Subheadline Here Regular Body copy as demonstrated here. المحتوى الوصفي كما هو موضح هنا Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed إيبسوم لأنها الم تعطي توزيعا طبيعيا -ما إلى- حد للأحرف عوضا عن زمن طويل diam nonummy nibh euismod tincidunt ut laoreet dolore وهي أن المحتوى المقروء لصفحة ما سيلهي القارئ عن التركيز على الشكل Light magna aliquam erat volutpat. Ut wisi enim ad minim veniam الخارجي للنص أو شكل توضع الفقرات في الصفحة التي يقرأها EQUIPPED FOR TOMORROW للغد نستعد Primary Typography (Ideal Type Heirarchy) As a corporate font, it should be used for external communication and advertising materials, Cairo font should be used for English and Arabic applications. Our selected brand font is web safe and google optimized. P 023

VERSION 02 Secondary Typography Arial Headings Bold Body copy as demonstrated here. المحتوى الوصفي كما هو موضح هنا Lorem ipsum dolor sit amet, consectetuer adipiscing elit, إيبسوم لأنها الم تعطي توزيعا طبيعيا -ما إلى- حد للأحرف عوضا sed diam nonummy nibh euismod tincidunt ut laoreet Regular عن زمن طويل وهي أن المحتوى المقروء لصفحة ما سيلهي القارئ dolore magna aliquam erat volutpat. Ut wisi enim ad عن التركيز على الشكل الخارجي للنص أو شكل توضع الفقرات في minim veniam. الصفحة التي يقرأها Secondary Typography (Ideal Type Heirarchy) In those cases in which it is not possible to use our corporate font; Cairo, such as emails, newsletters, any cloud based or shareable and editable document (Microsoft Word, etc..) We can use Arial font since it is pre-installed in any device. P 024

VERSION 02 Colors PRIMARY COLOUR SECONDARY COLOUR SECONDARY COLOUR R0 G26 B112 R0 G154 B68 R147 G77 B17 Pantone 662 C Pantone 347 C Pantone 724 C PANTONE GRADIENT LIGHTER OVERPRINT PRIMARY COLOUR R214 G154 B45 PANTONE GRADIENT Pantone 7563 C LIGHTER OVERPRINT P 025

VERSION 02 Iconography ICONOGRAPHY STYLE Icons are an integral part of the brand guidelines of the WDS identity. Icons should be simple and representative line drawings depicting objects, topics, actions, etc clearly. The thickness of the stroke should be equal and elegent. Avoid using a very thin stroke or a thick stroke. Please refer to the above examples for reference. P 026

VERSION 02 Iconography Advanced Swarm Soldier of Advanced Space Electronic Ballistics Technology the Future Systems Warfare Urban Air Industry 4.0 Simulated Naval Enhanced Mobility Training Systems Platforms Advanced Rotary Military Startups Unmanned Manufacturing Systems Airshows Technology Security Advanced Advanced C4ISR Biodefence Systems Weaponry P 027

VERSION 02 Brand Assets PHOTOGRAPHY STYLE Part of the identity development of WDS is the above image treatment. Images are to be created with a duotone of the blue and gold pantones mentioned in the colour palette, with hints of blue on top of the image. In addition, the wireframe elements and/or the globe and depth lines should always be part of the visual. Images cannot appear anywhere without the required image treatment. P 028

Graphic Assets

VERSION 02 Graphic Assets USAGE The primary graphic elements (wireframes) and its corresponding colours are our preferred graphic element. They should always be used where possible. P 030

VERSION 02 Graphic Assets COLOR TREATMENT The above graphic element should be used in all collaterals produced on digital platforms. Using the wireframes in gold, blue and white will be based on the colours The white should be at 50% opacity when positioned over the primary blue color, while of the composition. the gold if placed on white should be at a 100% opacity. The blue should also be at 100% opacity if placed on a white background. P 031

Brand Systems

VERSION 02 Digital Collaterals EXAMPLE SOCIAL MEDIA POST Every post should contain one or two of three graphic elements (globe, depth lines and wireframes) depending on the information required to be presented. P 033

VERSION 02 Digital Collaterals EXAMPLE SOCIAL MEDIA POST Social media posts will adopt the wireframe style along with the depth lines to create multi-dimensional posts. Each post will always contain the World Defense Show logo and the GAMI logo according to logo positioning rules on pg.09. P 034

VERSION 02 Digital Collaterals WEBSITE DESIGN GUIDES With emphasis on our visual identity and strong typography, the website represents World Defense Show. The look and feel of the sections is consistent throughout the website design, adopting the brand’s graphic elements. P 035

Print Collaterals

VERSION 02 Print Collaterals P 037

VERSION 02 Print Collaterals PRODUCTION COLLATERALS Print collaterals will have the brand blue as an overarching color accompanied with our brand graphic elements like the examples presented. P 038

VERSION 02 Stationary P 039

VERSION 02 Outdoor P 040

VERSION 02 Pop up and Roll Up P 041

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