Zayed University — Zayed University

Guideline pages

ZAYED UNIVERSITY BRAND GUIDELINES Version 2 , 2019

Introduction The aim of the brand identity guidelines is to present Zayed University as an academic and research institution in a manner that reflects our brand vision and mission for the future of education. © Zayed University Brand Guidelines | April2019 | Version 2

Brand Strategy The fundamental elements that form the core of ZU’s brand have been carefully developed to manifest these guiding principles; this includes a distinctive brand logo and color palette that illustrate the dynamic nature of the University and reflect the inherent professionalism and integrity of the institution. With this brand toolkit, we have a visual system that illuminates the uniqueness of the University’s brand and captures the forward-looking attitude epitomized by Zayed University from its inception. Furthermore, our brand strategy enables us to clearly articulate our core message and identity as a leading academic institution to a diverse range of stakeholders, from our students to the general public, whilst also tailoring our branding to address the specific needs of said stakeholders. © Zayed University Brand Guidelines | April2019 | Version 2

All components of our brand strategy work together to tell a coherent, compelling and powerful story about who we are and what we do. © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark 2

Brandmark The ZU primary brandmark is made up of two elements: the bilingual wordmark and the symbol. The proportions of the elements should remain the same and should not be altered in any way. There are two other permitted variations of the brandmark: a horizontal lock-up and the brandmark without the bilingual wordmark. Please refer to the following pages for more details. Symbol Bilingual wordmark © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark The ZU primary brandmark is made up of two elements: the bilingual wordmark and the symbol. The proportions of the elements should remain the same and should not be altered in any way. There are two other permitted variations of the brandmark: a horizontal lock-up and the brandmark without the bilingual wordmark. Please refer to the following pages for more details. © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark Our brandmark captures the essence of ZU The ZU primary brandmark is made up of two elements: the bilingual wordmark and the symbol. The proportions of the elements should remain the same and should not be altered in any way. There are two other permitted variations of the brandmark: a horizontal lock-up and the brandmark without the bilingual wordmark. Please refer to the following pages for more details. Along with its “forward and upward” paradigm of progress, Zayed University is grounded firmly in the Arab and Muslim heritage of the United Arab Emirates. The University’s logo represents this as well, with the three strokes each evoking the foremost symbol of Islam, the crescent moon. When combined with the freestanding orb, the crescent forms the Arabic letter “za” of “Zayed”. The logo thus represents the visionary leader from who Zayed University took its name, His Highness Sheikh Zayed bin Sultan Al Nahyan, President of the United Arab Emirates. © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark Clear space The ZU brandmark should always be surrounded by an area of clear space to ensure clarity and prominence. Text, images or graphic elements should not encroach into that space. The construction of the clear space is as shown below. The height of ‘Z’ 35 pts is used to calculate the minimum clear space. This rule applies to both versions of the ZU brandmark. Minimum size for print The minimum size of the ZU brandmark in print is 50mm and is 35 pixels for digital applications. When reproducing the brandmark in a size smaller than that indicated for print or digital applications, the secondary brandmark without the bilingual descriptor should be used. This brandmark size is a minimum and should be increased wherever possible, taking into consideration the reproduction process and ensuring utmost legibility. Clear space Minimum print size Minimum print size Secondary brandmark Primary brandmark 50 mm 35 mm Minimum digital size Minimum digital size Secondary brandmark Primary brandmark 120 px 85 px © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark There are three color variations for the ZU brandmark: Full color, positive, or negative as shown below. These can be used depending on the application and background color. The ZU brandmark works best in full color against a white or light colored background. When color printing is not available, or in situations where the quality of color reproduction cannot be guaranteed, a positive black version of the brandmark can be used. On black or dark backgrounds, a negative white version of the brandmark can be used. Please refer to the following page for the usage of the brandmark on permitted background colors. ZU full colour brandmark ZU positive brandmark ZU negative brandmark © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark CENTER FOR ARABIC TEACHING ZAYED UNIVERSITY CONVENTION CENTER ZAYED UNIVERSITY PRESS CENTER FOR EDUCATIONAL INNOVATION © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark ZAYED UNIVERSITY FOUNDATION © Zayed University Brand Guidelines | April2019 | Version 2

Brandmark Zayed University uses The Middle States Commission on Higher Education (MSCHE) logo and mark to indicate its accredited status and membership in MSCHE. Zayed University uses the MSCHE logo and accompanying text in its print and electronic publications as per the MSCHE acceptable usage guidelines. Accredited by Middle States Commission on Higher Education © Zayed University Brand Guidelines | April2019 | Version 2

Colors 3

Colors The ZU color palette consists of four categories: Brandmark colors, Corporate colors, Background colors and Accent colors. Each palette has a function and use. The Brandmark colors are used in the brandmark & can be used in the visual system. The Corporate colors constitute the supporting color palette used in all corporate communication pieces. It elevates the brand personality and manifests the professionalism and integrity of the brand. These colors can be used in typography, information graphics or as backgrounds in limited situations. The Background colors are only used as a backdrop to text and other graphic elements to create rich and varying layouts without overpowering the content. The Accent colors are used to contrast with the neutral corporate colors. They are used sparingly within a layout to highlight information and add some vitality to the visual system. They can be used in information graphics and secondary level typography. Brandmark Colours Black P 202 P 202 60% P 202 20% Corporate Colours C 39 C 38 C 20 C 11 M 20 M 34 M 21 M 7 Y 16 Y 47 Y 28 Y 9 K 0 K 3 K 0 K 0 Background Colours C 22 C 5 C 9 M 2 M 7 M 18 Y 19 Y 0 Y 8 K 0 K 0 K 0 College Colours CHSS UC Masters CASE CNHS COB COE CCMS CTI C 4 C 3 P 202 C 4 C 56 C 56 C 67 C 53 C 100 M 53 M 13 M 93 M 5 M 5 M 25 M 100 M 49 Y 100 Y 100 Y 100 Y 42 Y 15 Y 100 Y 23 Y 23 K 0 K 0 K 0 K 0 K 0 K 14 K 24 K 15 © Zayed University Brand Guidelines | April2019 | Version 2

Colors This page illustrates how Corporate and Accent colors can be paired. When designing any ZU communications, these color combinations can be used as inspiration to create many more harmonious color combinations. Always ensure the use of one Accent color with two or more Corporate colors. This rule can be extended when more colors need to be used. The Accent colors are used sparingly in text and information graphics. © Zayed University Brand Guidelines | April2019 | Version 2

Typography 4

Typography The Zayed University English logotype is Trebuchet MS. All letters in the logo are capitalized. This font should be used in Logo lock-ups related to Zayed University. Trebuchet MS © Zayed University Brand Guidelines | April2019 | Version 2

Typography Our Latin typeface is Gotham. It is a clean, professional, sans serif typeface which is used across all applications of the ZU brand. It is a highly legible typeface when used in headlines or body copy, and can be used in a number of chosen weights and styles to facilitate clear signposting and to create visual interest. Gotham Book Gotham ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?<>%&@()[] Gotham Bold Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?<>%&@()[] 1234567890.,:;!?<>%&@()[] © Zayed University Brand Guidelines | April2019 | Version 2

Typography The Zayed University Arabic logotype is Helvatica Neue. All letters in the logo are capitalized. This font should be used in Logo lock-ups related to Zayed University. Helvetica Neue © Zayed University Brand Guidelines | April2019 | Version 2

Typography Our Arabic typeface is TheSansArabic. It is a clear, professional, modern typeface which is used across all applications of the ZU brand. TheSansArabic typeface complements Gotham, its Latin counterpart. It can be used in a number of weights and styles to create visual interest. TheSansArabic Light TheSansArabic TheSansArabic Bold TheSansArabic Plain © Zayed University Brand Guidelines | April2019 | Version 2

Typography The following typefaces have been selected in place of the corporate fonts when they are unavailable to use. These typefaces can be used in applications such as emails, letters, Microsoft® PowerPoint® presentations, web-based communications and internal forms. The Arabic system font to replace TheSansArabic is Arial Arabic. It is available in Regular and Bold weights. The Latin system font to replace Gotham is Arial. It is available in Regular and Bold weights. Arial Arabic Regular Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Arabic Bold Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz © Zayed University Brand Guidelines | April2019 | Version 2

Stationary 5

Stationary ZAYED UNIVERSITY 9712+ 5993111، 144534 4434847 9712+ 4021008 -9714+ �4021111 9714+ 19282 P.O. Box 144534, Abu Dhabi - United Arab ،Emirates Tel: 5993111 +9712 , Fax: 4434847 +9712 P.O. Box 19282, Dubai - United Arab Emirates, Tel: 4021111 +9714 , Fax: 4021008 +9714 Web: www.zu.ac.ae Ibrahim AlKhalil �� Enrollment & Registration Department �� 19282�� PO Box 19282, Dubai, UAE +9714-4123456�� Tel: +9714-4123456 +97152-1234567�� Mobile: +97152-1234567 +9714-4654321�� Fax: +9714-4654321 ibrahim.alkhalil@zu.ac.ae :�� Email: ibrahim.alkhalil@zu.ac.ae Website: www.zu.ac.ae Website: www.zu.ac.ae ZAYED UNIVERSITY 9712+ 4434847 5993111 +9712، 144534 P.O. Box 144534, Abu Dhabi - ،UAE Tel: 5993111 +9712 , Fax: 4434847 +9712 -9714+ 4021008 9714+ 4021111 19282 P.O. Box 19282, Dubai - UAE, Tel: 4021111 +9714 , Fax: 4021008 +9714 www.zu.ac.ae © Zayed University Brand Guidelines | April2019 | Version 2

Email Signature �� Ibrahim AlKhalil Administrative Officer ...QGOG §HÉ°V Enrollment & Registration Department π«é°ùàdGh ∫ƒÑ≤dG IQGOEG P.O. Box 19282 Dubai, U.A.E. | T:+971 4 4012 3456 | M: www.zu.ac.ae Disclaimer: This e-mail and the files(s) attached to it are confidential and belong to the intended receiver (unit) only. In case you are not the intended receiver of this letter, or if you have received it by mistake, please advise the sender and delete it along with its attached file(s) from your system immediately. You do not have the right to copy, print or distribute this e-mail or any part thereof, or to release its contents to any other party whatsoever, except with prior approval from the sender. If you violate the above, you will be legally accountable. © Zayed University Brand Guidelines | April2019 | Version 2

Internal Communication 6

Internal Communications The internal communications section will take you through the brand elements, template Communications generally begin at an awareness level and expand with more content as they move into specific topics. For all internal communications, the type styling is bolder than corporate communications. Gotham is still the font family used. The following specifications are for an A3 formats but should remain proportionate overall. Similar sizes are used across multiple template styles, depending on the information. All English copy must be ranged left. In awareness levels, the focus is on the name of the campaign and a summary of the points to be made. In topic levels, the campaign name becomes secondary, and the focus is on the topic communication. The example below demonstrates the ‘Beat the Heat’ campaign at both awareness and topic levels. Headline ٢ Iconography template Typography template Campaign Campaign or initiative or initiative name name Campaign or Headline ١ initiative name Lorem ipsum dolor sit amet, consectetur adipiscing elit, Lorem ipsum dolor sit amet, turnav Lorem ipsum dolor sit amet, turnav sed do eiusmod tempor incididunt ut labore et dolore Body copy ١ consectetur adipiscing elit, sed do consectetur adipiscing elit, sed do magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo eiusmod tempor incididunt ut done eiusmod tempor incididunt ut done consequat falicious. labore et dolore ma…

Internal Communications Campaign or Campaign or Campaign or initiative name initiative name initiative name Lorem ipsum dolor sit amet, turnav Lorem ipsum dolor sit amet, turnav Lorem ipsum dolor sit amet, turnav consectetur adipiscing elit, sed do consectetur adipiscing elit, sed do consectetur adipiscing elit, sed do eiusmod tempor incididunt ut done eiusmod tempor incididunt ut done eiusmod tempor incididunt ut done labore et dolore magna aliqua. labore et dolore magna aliqua. labore et dolore magna aliqua. Department name Department name Department name Campaign or Campaign or initiative name initiative name Subject topic Subject topic within campaign Campaign or within campaign initiative name Subheader Subheader Lorem ipsum dolor sit amet, turnav consectetur adipiscing elit, sed do Lorem ipsum dolor sit amet, torolaes Lorem ipsum dolor sit amet, torolaes eiusmod tempor incididunt ut done an consectetur adipiscing elit, sed do an consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore eiusmod tempor incididunt ut labore labore et dolore magna aliqua. et dolore magna aliqua. Ut enim ad et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud malawi minim veniam, quis nostrud malawi fer exercitation ullamco laboris nisi ut fer exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat la aliquip ex ea commodo consequat la falicious coromente. falicious coromente. Department name Department name Department name Campaign or initiative name Subj…