DUBAI WORLD CUP
GRAPHIC STANDARDS & BRAND
IDENTIFICATION
Copyright No part of this book may be reproduced in any form without written permission of the copyright owner. Copyright Š 2011 by Amber Tu for course Identity 2, taught by Thomas McNulty at the Academy of Art University, CA. All rights reserved.
Dedicated to the Richest Horse Race in the World
// STATEMENT
Introduction and Background
Effective communication is essential to the success of Dubai World Cup. This Graphic Standards Manual is to fulfill this mission, it contains the main focused guidelines for maintaining the proper corporate identity.
Our signature, made up of graphic and logotype, is our identity and repsresents an asset of great value. It is our own responsibility to utilize the Dubai World Cup logo correctly so through countless event attenders, the value will increase.
The Dubai World Cup identity has ben designed to give prominence to the Dubai World Cup event. It is important that all communications using the Dubai World Cup identity be applied consistently. The following guidelines must be observed to preserve the message intended by the design. The new logo should be applied to all materials including, but not limited to, stationery, forms, direct mail, publications, products and other presentation materials.
01 Statement
GRAPHIC IDENTIFIER
//_1.0
1.1 Design Criteria 1.2 Competitors 1.3 Identifier 1.4 Colors of Identifier 1.5 Clear Space 1.6 Color Usage 1.7 Unacceptable Usage of Logo 1.8 Supporting Graphics 1.9 Glossary of Terms
TYPOGRAPHY
//_2.0
2. 1 Main Typeface 2.2 Secondary Typeface
STATIONERY
//_3.0
3.1 Letterhead 3.2 Business Card 3.3 Envelope 3.4 Mailing Label
APPLICATIONS
//_4.0
4.1 Umbrella 4.2 Key Chain 4.3 T-Shirt 4.4 Brief Case 4.5 Pen 4.6 Lighter 4.7 Mug 4.8 Shopping Bag 4.9 Truck 4.10 Billboard
02 Contents
// LETTER
From the Chairmain
Effective communication is essential to the achievement of Dubai World Cup’s goals. This Graphic Standards Manual was developed to fulfill this mission, it contains the guidelines for maintaining the proper corporate identity.
Our signature, made up of graphic and logotype, is our identity and repsresents an asset of great value. It is our responsibility to use the Dubai World Cup identity correctly so through countless event attenders and industry impressions.
The Dubai World Cup identity has ben designed to give prominence to the Dubai World Cup event. It is important that all communications using the Dubai World Cup identity be applied consistently. The following guidelines must be observed to preserve the message intended by the design. The new logo should apply to all materials including, but not limited to, stationery, forms, direct mailers, publications, promotional products, presentation materials and advertising.
03 Letter from the Chairman
04 The Palm
// 1.0
Graphic Identifier
1 . 1
Design Criteria
1 . 2
Competitors
1 . 3
Identifier
1 .4
Colors of Identifier
1 . 5
Clear Space
1 .6
Color Usage
1 .7
Unacceptable Usage of Logo
1 . 8 1. 9
Supporting Graphics
Glossary of Terms
05 Graphic Identifier
06 Graphic Identifier
DU BA I WOR LD CU P
1.1
Definition and Rationale
Dubai World Cup is a thoroughbred horse race held annually
Part of the Dubai World Cup Night of races, it has a purse of
since 1996 and from 2010 at the Meydan Racecourse in the city
USD 10 million since 2010, making it the world’s richest horse
of Dubai, United Arab Emirates. The race is operated through
race. Thoroughbred three-year-olds can run up over a distance of
the Emirates Horse Racing Authority whose Chairman is Sheikh
2,000 meters. The race’s first winner was the United States Hall
Mansour bin Zayed Al Nahyan, Presidential Affairs of United Arab
of Fame thoroughbred, Cigar, owned by Allen E. Paulson.
Emirates. The race was the creation of the Ruler of Dubai Sheikh Mohammed bin Rashid Al Maktoum who owns Darley Stud and Godolphin Racing, one of the world’s leading race operations.
07 Definition and Rationale
D U BAI WO RL D CU P
DUBAI WORLD CUP
Original Identity
New Identity
1.1
Design Criteria
Design Objectives
Unique Selling Proposition
Rebrand a new corporate identity that supports and promotes
Dubai World Cup has won several awards and nominations
a new look for Dubai World Cup. The developed identity will be
Known as one of the world’s richest horse race
utilized and presented on 10 to 15 applications and on a graphic
A leader of the horse racing industry
standards manual. Identification appears to be crucial because corporate visual identity plays a symbolic role towards creating
Key Adjectives
a positive impression.
Advanced, Visionary, Diverse, Modern, Progressive, Iconic, Upbeat, Accessible, Confident, Deafening, Sweeping, Grand, Open, Eloquent, Fast-paced
08 Design Criteria
DUBAI WORLD CUP
1.2
Competitors
Accurate information about competitors is vital to Dubai World
Collaboratively track who Dubai World Cup’s competitors are,
Cup to maintain its competitive advantage. With its structured
what they do, and how their activity affects the event and their
way to manage competition, events can maximize opportunity
value proposition. A competitor can be either an entire company,
in their market and minimize the threat of potential competitors.
a service or even a particular product - Competitious works for
Competitious is an easy, confidential way to discover and share
the event regardless of their industry.
competitive information collaboratively across the organization and keep Dubai World Cup within the rage of competition.
09 Competitors
DUBAI WORLD CUP
1.3
Identifier
The identity will be presented through the use of website, flyers,
The identifier will provide Dubai World Cup with visibility and
objects of interest, stationery system, billboards, vehicles and
recognition. This new identifier carries the purpose of assisting
promotional items, This will facilitate and set opportunities that
Dubai World Cup in bringing forth an unique image for the racing
serve Dubai World Cup’s objectives within the racing event itself.
community. The new identifier will provide Dubai World Cup with
The positive influence of a visible identity will inspire individuals.
a positive side.
10 Identifier
1.4
Pantone DS 310-4U
Pantone DS 158-3U
100% Black
Pantone DS 229-1U
Colors of Identifier
The following colors are chosen to establish a consistent identity
For printing in full 100 % black, PMS equivalent Black 2C. In
for Dubai World Cup. The ultimate way to present the new
four color process printing, Dubai World Cup’s identity can be
identity for Dubai World Cup is in its three colors. When printing
simulated with the combination of 10% Cyan, 50% Magenta,
in color, Dubai World Cup identity should be printed in Pantone
0% Yellow and 10% Black. Dubai World Cup Black is simualted
DS 310-4U, Pantone DS 158-3U, Pantone DS 229-1U and 100%
with 100% Black. Other colors included in the Dubai application
Black. No other colors can be substitued. When printing in black
includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and
and white, no other colors can be substitued. The Dubai World
Pantone DS 158-3U Green.
Cup identifier colors are based on the equivalent Pantone PMS.
11 Colors of Identifier
1/2 X
X
DUBAI WORLD CUP 1/2 x
1.5
1/2 x
Clear Space
In order for the new identity to be effectivly displayed, the Dubai
The dotted line surrounding the official version of the Dubai
World Cup identifier should be always surrounded by the most
World Cup identity indicates that no illustration or graphic art
prescribed minimum amount of clear space. This clear space will
should intrude into this territory. This minimum space should
set it off distinctly from any other accompanying copy, illustrative
never be violated. This clear space territory is derived from the
with material, photography and other graphic elements. The
identifier’s Cap height. The Cap height equals X which is the
recommended minimum distances that define this territory here
space that should be above the identifier. The left, right and
are derived from the Dubai World Cup identifier.
bottom should always have a consistent space of one half X around the Dubai World Cup identifier.
1 2 Clear Space
DUBAI WORLD CUP One Color Signature
DUBAI WORLD CUP Black and White Signature
1.6
DUBAI WORLD CUP Black and White Rversed Signature
DUBAI WORLD CUP One Color Signature Reversed
Color Usage
For effective usage, the Dubai World Cup identifier should be
On all applications and equipment applications the logo is to be
used in the following different variations in applications for the
presented in one of the above four variations. The choice of the
system itself. These variations set the identity off distinctively
variation will depend on which of the four variations would most
from other surrounding elements, including copy, illustration
strongly and clearly present the Dubai World Cup signature on
with photography many other graphic elements. Recommended
the application. In certain situations, the logo may be reversed
minimum distances that define these variations here are derived
out to be presented in white. The use of the reversed version is
from Dubai World Cup and its identifier, shown on this page.
to limited in situations where the logo can not be easily read and needs a black area to legiblely present the logo.
13 Color Usage
DUBAI WORLD CUP
A
B
E
DUBAI WORLD CUP F
DUBAI WORLD CUP DUBAI WO RLD CUP C
G
DUBAI WORLD CUP D
DUBAI WORLD CUP H
DUBAI WORLD CUP
1.7 A
Unacceptable Usage of Logo
Never Never I
E
Turn the logo diagonally Turn the logo diagonally
B
Never Never
Use a different typeface for the logo
F
Separate the type from the element Separate the type from the element
C
Never Never
Never Never OutlineOutline the logo. t. logo.
Never Use a different baseline for the type
G
Skew orSkew distort the logo in logo any way or distort the in ny way.
D
Never
Never Place any pattern or image inside of logo
H
Never Use the logotype in titles, headlines or in text
14 Unacceptable Usage of Logo
DUBAI WORLD CUP
1.8
Supporting Graphics
The Dubai World Cup logo system contains two key supporting
As for the identity tagline, it should always be presented with
elements. These following supporting graphics are to be used
the Dubai World Cup logo in its colors. The tagline can be used
in a conjunction with the Dubai World Cup logo and supporting
to overlap photos or large areas of tones. It can be used to lead
photography. These elements are to be use as support elements
the viewer’s eye to either the Dubai World Cup logotype or any
for the logo, they should not overpower or overlap the logo. The
secondary type sub-vheadlines. The tagline is to be set as center
first elemenet is the logo graphics, this element should be used in
justified and it should not be used vertically. The identity should
one direction, it must always stay as a whole identity.
be in a horizontal form to match the logo.
15 Supporting Graphics
1.9
Glossary of Terms
Artwork A camera-ready image or pasteup of a graphic elements with instructions for printing. Benday Screen A line dot structure applied to type or an image to reduce the intensity or black or a color.
Leading The amount of space, measured in points, between lines of type, for example 8/9 points indicates 8 point size with 9 point leading.
PIca A unit of measurement commonly used in typesetting and printing. 1 pica=1/5 inch, 6 picas=1 inch.
Legal Name Utilized in the full registered name of a corporation, division or subsidiary.
PMS The initials for the Pantone Matching System, a standardized system for the color specification and ink.
Letterspacing A typographic term referring to the amount of space between individual letters and numbers.
Point The smallest unit of measurement used in typesetting and printing. 1 point=1/72 inch, 12 points= pica.
Blind Embossing The stamping of an image without ink in relief on a surface, leaving a raised impression.
Logotype A specially designed typographic version of the corporate name.
Point Size A typographic term referring to the size of type. Standard sizes are: 6, 7,
Body Text In size from 6 to 12 points, used for the main text of a publication.
Lower Case A typographic specification referring to the small letters of the alphabet.
Color Swatch Samples of the authorized corporate colors, provided in a Reproduction Materials section of this manual.
Nomenclature A visual or verbal communication system used for all applications of a company’s name, its divisions, and subsidiaries.
Bleed The printed image that turns off one or more edges of a format.
Flush Left, Rag Right A typographic specification referring to the alignment of successive lines of type with the left-hand margin, with a random lines on the right side. Grid System An underlying structure consisting of a series of horizontal and vertical divisions, used to organize the graphic elements in a layout.
Offset Lithography A printing process in which a rubber surface blanket transfers an image from a photographically etched metal plate onto paper. The most commonly used printing process. Pantograph A specially designed pattern printed as secuity background on checks, stocks certificates.
8, 9, 10, 11, 12, 14, 15, 18, 20, 24, 30, 35, 42, 48, 50 and 72. Positive Uses The reproductive of an image, which is originally positive black, in positive black or a color. Symbol The unique logoype or symbol that identifies Dubai World Cup. Typography The use of type including its selection, specification, and relationship to a given format. Uppercase A typographic specification referring to capital or uppercase letters.
16 Glossary of Terms
// 2.0
Typography
2 . 1
Main Typeface
2 . 2
Secondary Typeface
17 Typography
18 Typography
Gotham Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ + Gotham Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ + Gotham LightItalic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * () _ +
2.1
Main Typeface
Typography plays a significan role in shaping our company
The typeface Gotham is an appropriate choice for Dubai World
identity. The use of type should always stay consistent in this
Cup as of its quality and effectiveness. The typeface selected is
graphic standards manual. In order for Dubai World Cup’s logo to
available worldwide and is highly legible, as a result Gotham is
achieve that unified look, Dubai World Cup has selected Gotham
our preferred choice of typeface.
as its one of its main typefaces.
19 Main Typeface
This is an type setting example, the typeface is Gotham set in 6/11 point, upper and lower
6/11
case, 10 picas wide, flushed left and justified. In a body copy, there will always be a line of space to separate the paragraphs. There should be no indications at the start of the paragraph. In order to create an effective manual, basic guidelines for setting type should be followed so that the overall look and structure will be unified among the Dubai World Cup graphic standard manual.
This is an type setting example, the typeface is Gotham set in 7/12 point, upper and
7/12
lower case, 10 picas wide, flushed left and justified. In a body copy, there will always be a line of space to separate the paragraphs. There should also be no indications at the start of the paragraph. In order to create an effective manual, basic guidelines for setting type should be followed so that the overall look and structure will be unified among the Dubai World Cup graphic standard manual.
This is an type setting example, the typeface is Gotham set in 10/13 point, upper and lower case, 10 picas wide, flushed left and justified. In a body copy, there will always be a line of space to separate the paragraphs. There should also be no indications at the start of the paragraph. In order to create an effective manual, basic guidelines for setting type should be followed so that the overall look and structure will be unified among the Dubai World Cup graphic standard manual.
2.2
10/13
Secondary Typeface
Gotham was first to be commissioned by GQ magazine, whose
Dubai World Cup selected Gotham as its secondary typeface.
editors wanted to display a sans-serif with a geometric structure
The typeface Gotham is an appropriate choice for Dubai World
that would look masculine, modern, and fresh for their magazine.
Cup as of its quality and effectiveness. This typeface is available
Although the magazine was initially considering a series of fonts
worldwide and it is highly legible.
that either looked like techno CD covers or were more traditional.
20 Secondary Typeface
// 3.0
Stationery
3 . 1
Letterhead
3 . 2
Business Card
3 . 3
Envelope
3 .4
Mailing Label
21 Stationery
22 Stationery
2.2
3.0
Al Rigga , Clock Towe r
0.1 0.4 0.1
D ubai , U nite d Arabs Emirates
DUBAI WORLD CUP
February 10, 2010
Dear John Smith,
T h e D u b a i Wo r l d C u p i s a T h o r o u g h b r e d h o r s e r a c e h e l d a n n u a l l y s i n c e 1 9 9 6 a n d f r o m 201 0 at the M eydan Racecourse in the cit y of D ubai, United Arab Emirates . The annual horse race is operated through the Emirates Horse Racing Authority whose Chairman is Sheikh Mansour bin Zayed Al Nahyan , Minister of the Presidential Af fairs of United Arab Emirates , Dubai. The race was the creation of the Ruler of Dubai Sheikh Mohammed bin Rashid Al M a k to u m wh o own s D a rl ey Stu d & G o d o l p h i n Ra ci n g , o n e of th e wo rl d ’s l e a d i n g t h o r o u g h b r e d b r e e d i n g a n d r a c i n g o p e r a t i o n s . P a r t o f t h e D u b a i Wo r l d C u p N i g h t of ra ce s , it h a s a p u r s e of U S D 1 0 m illi o n si n ce 2 01 0 , m a k i n g it th e wo rl d ’s ri c h e s t h o r s e r a c e . I t i s a G r o u p 1 f l a t r a c e o n Ta p e t a F o o t i n g s s y t h e t i c s u r f a c e f o r N o r t h e r n H e m i s p h e r e T h o r o u g h b r e d f o u r- y e a r- o l d s & u p a n d f o r S o u t h e r n H e m i s p h e r e T h o r o u g h b r e d t h r e e - y e a r- o l d s & u p r u n o v e r a d i s t a n c e o f 2 , 0 0 0 m e t r e s i n l a t e M a r c h .
27.9
T h e r a c e ’ s f i r s t w i n n e r w a s t h e f u t u r e U n i t e d S t a t e s H a l l o f Fa m e t h o r o u g h b r e d , C i g a r, owned by Allen E . Paulson . A plaque honoring that hangs outside the barn of Bill M ot t a t B e l m o n t P a r k . I n 2 0 0 6 t h e D u b a i Wo r l d C u p w a s b r o a d c a s t l i v e o n T V G N e t w o r k and H RT V and taped later for showing on ABC . It was the first time that the race was shown on national T V in the United States . I n 2 0 1 0 , t h e D u b a i Wo r l d C u p w a s h e l d a t t h e n e w M e y d a n R a c e c o u r s e o n M a r c h 2 7.
STEVE JOBS
T h e 2 0 1 0 D u b a i Wo r l d C u p w a s t h e 1 4 t h r u n n i n g o f t h e D u b a i Wo r l d C u p . T h e r a c e t o o k p l a c e o n M a r c h 2 7, 2 0 1 0 , a n d w a s t e l e v i s e d i n t h e U n i t e d S t a t e s o n t h e ABC television network and in the United Kingdom by Channel 4 , whose coverage attracted criticism for finishing before the winner was confirmed. This event marks the richest horse race in the world with a purse of $ 1 0,0 0 0,0 0 0. It was the first time that the event was held at the M eydan Racecourse. The race was wo n by G l ó ria d e C a m p e ã o f ro m Liz a rd ’s D e si re a n d A llyb a th re e -way p h oto f i n is h .
S i n c e r e l y,
Emirates Horse Racing Authority
3.1
21.5
Letterhead
The letterhead has been designed to aim for a cleaner, precise
For printing in full 100 % black, PMS equivalent Black 2C. In
and professional look. Through the Dubai World Cup letterhead,
four color process printing, Dubai World Cup’s identity can be
we are able to communicate all the necessary information. The
simulated with the combination of 10% Cyan, 50% Magenta,
basic design of the letterhead can be adapted to use at its offices
0% Yellow and 10% Black. Dubai World Cup Black is simualted
or corporate units. It can also be utilized with or without personal
with 100% Black. Other colors included in the Dubai application
information. Measuresments and guidelines presented above
includes Pantone DS 310-4U Red, Pantone DS 229-1U Gold and
should be followed to achieve the proper US letter layout size.
Pantone DS 158-3U Green.
23 Letterhead
Al Rigga, Clock Tower Dubai, United Arabs Emirates
2. 2
0.1 0.4 0.1
DUBAI WORLD CUP Emirates Horse Racing Authority Founder Sheihh Nahyan
3.2
Business Card
Size: 3.5” x 2”
Identifier: 2.024” x 0.832”
Legal company name and address: 7/12 points. Gotham typeface in upper and lower case. The format should stay flushed left. Color: Dubai World Cup Red for the Identifier and Black for name and address. Measurement scale should range about 2.5” horizontal format for the name/address. Paper Stock: Strathmore.
24 Business Card
12.05
2.2
0.1
3.0
Al Rigga , Clock Towe r D ubai , U nite d Arabs Emirates
0.4 0.1
DUBAI WORLD CUP
10.4
3.3
Envelope
Size: No. 10 Envelope 4.125 x 9.5”
Indentifier: 2.5”
The Dubair World Cup envelope is to be utilized by using upper case and lower case. The format is to be kept flushed left with normal letter spacing, optical. Envelope Color: Dubai World Cup Red. Pantone DS310-1U with the transparency of 35. Text Color stays 100% Black. Pantone DS 219-1U.
25 Envelope
2.2
Al Rigga , Clock Towe r D ubai , U nite d Ara bs Emirates
0.1 0.4 0.1
3.4
3.0
DUBAI WORLD CUP
Mailing Label
Size: 4.5” x 3”
Indentifier: 2.5”
Legal company name and address: 7/12 points. Gotham typeface in upper and lower case. The format should stay flushed left. Color:Dubai World Cup Red for the Identifier and Black for name and address. Horizontal format for the name and address. Paper Stock: Strathmore.
26 Mailing Label
// 4.0
Applications
4 . 1
Umbrella
4 . 2
Key Chain
4 . 3
T-Shirt
4 .4
Brief Case
4 . 5
Pen
4 .6
Lighter
4 . 7
Mug
4 . 8
Shopping Bag
4 . 9
Truck
4 .1 0
Billboard
27 Applications
28 Applications
4.1
Umbrella
29 Umbrella
4.2
Key Chain
30 Key Chain
4.3
31 T-Shirt
T-Shirt
4.4
Brief Case
32 Brief Case
4.5
33 Pen
Pen
4.6
Lighter
34 Lighter
4.7
35 Mug
Mug
4.8
Shopping Bag
36 Shopping Bag
4.9
37 Truck
Truck
4.10
Billboard
38 Billboard