This book was designed exclusively for Marasi Marinas, UAE
by M.Rasoulipour OCT 2016- JUNE 2017
Designed and Printed in the USA
MARASI MARINA MANAGEMENT
Introduction
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1. Logo
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2. Colors
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3. Typefaces
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4. Stationary
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5. Print Standards
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.The Base ‘M’ ..LogoForm ...Abbreviated Logo ....LogoType
.Primary and Complimentary ..Background ...Object and Text Colors ....Color Roles
.Primary Typefaces ..Secondary Typefaces
.Business Card ..Letter Head ...Envelopes ....Brochure .....Uniforms
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36 38 41 42
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59 65 71 77 81
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Introduction A brief on the project and the book of standards
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This book is designed for Marasi Marina Management’s visual brand standard. The purpose of this document is to clearly outline the principles and standards on which the design was based. By following these standards, the brand can achieve a unified and comprehensive visual identity.
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Logo The meaning, the making, and the standards.
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Four logos were proposed. A variation of the third option was selected.
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This section explores the standards of the LogoForm. To achieve the basic shape of ‘M’ in the logo the following steps have were taken. The logo was constructed using Adobe Illustrator. In order to access the base form, open a new Adobe Illustrator file and follow the numerals one by one:
I. Create a 60x60 (px) square and give it a 19pt stroke thickness II. Rotate the square by 90 degrees III. Delete the top control point of the diamond so that you have a ‘v’ shape IV. Using the pen tool click on one of the open sides of the ‘v’ and create a straight vertical line going up. Do the same with the other side. The length of the line is not very important as long as it is bigger that the size of either sides of the ‘v’ shape. Please see the shape in order to have an idea about the approximate length of the vertical hands. V. In order to round the corners of the shape select the two control points on either side of the center control point and stretch inwards until the rounding reaches max. VI. Shape VI shows the desired shape that step V achieves. After getting to this shape Expand the line so it becomes solid (Method: Object > Expand… > OK ).
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VII. Create a rectangular box that surrounds the VI shape precisely. Place the box behind the VI shape. VIII. Click on the VI shape, make a duplicate in the same place and make the copy into a stroke. Increase the stroke thickness to 20pt on the copy. For better visibility change the stroke color. Expand the stroke.
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XII. Trim the shape on top where it exceeds the box. You will have Shape XII which is the base ‘M’. This the shape on which the logo is based.
IX. Reduce the expanded stroke from the rectangle (Method: Minus Front option in Pathfinder). That will leave you with shape IX. X. Double click on the excess shape created by the reduction in the top middle of the composition. You can make the leftover, in one color to achieve shape X. XI. Make a box starting from the bottom of the shape with the full width of the shape and as high as when the box reaches the outer edges of the VI shape (Tangent of the curve). Place the box below the shape.
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The Base ‘M’ The geometry of the ‘M’ is based on several circles and a confining box.
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LogoForm Tiling the ‘M’ form horizontally three times will result in the LogoForm. The LogoForm is composed of two basic ideas. - First, it reflects three ‘M’ shapes in order to show the acronym of Marasi Marina Management (MMM). - Second, it shows three boats docking at a marina.
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The vertical tiling of the ‘M’ can also be interpreted as anchors. Currently no purpose has been defined for the anchor in the brand, but, there could be a use for this shape in the future.
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Abbreviated Logo The abbreviated version of the logo is used for compositions that require a small visual representation of Marasi Marina Management but don’t have enough space to fit the logoform or the logotype. One of the main uses of this version is for the Favicon. Here you can see the form and uses of the abbreviated logo. I. Abbreviated form II. Use as an icon: 30x30 px III. Use as Favicon: 16x16 px
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I.a
I.b
II.a
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This is a guide for using the LogoForm and abbreviated logo on dark and light backgrounds. Both backgrounds are allowed as long as the logos have the standard gold color.
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I.a. Use of LogoForm on dark background. II.a. Use of abbreviated logo on dark background. I.b. Use of LogoForm on white or offwhite background. II.b. Use of abbreviated logo on white or off-white background.
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LogoType The alphabetic representation of the Marasi Marina Management works with the LogoForm to create a complete logo.
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Typeface: Big Caslon Weight: Medium Size: 25 pt Tracking: 97 pt
Typeface: Big Caslon Weight: Medium Size: 8 pt Tracking: 97 pt
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The gap between the first line and the second could be checked by an 8 pt ‘G’ from the same typeface.
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Color
Color is crucial for capturing the feeling of the business and appealing to MMM’s customers
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When you think of a marina, blue is the first color that comes to mind naturally. Therefore a shade of blue as it relates to the ‘water’ aspect of a marina is included. The exact hue of this color is inspired by the colors of Gulf waters and has blue-green with dark gray mixed in. Upon the request of the project manager to include warm colors such as gold and cream, the focus color/primary color of the brand is gold. The gold color chosen, was also reflective of sun and sand. Besides the gold refers back to the luxurious nature of the Marasi Marinas. The ‘off white’ was picked as a light color to balance the dark navy. Looking at a satellite image of Abu Dhabi you can find all 5 color that are represented in the brand identity.
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I. Standard colors of Marasi Marina Management, including print and web color codes. II. Primary colors III. Secondary/complimentary colors
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Background Colors
I. I. Primary background color off-white : hex color #21222d C: 08% M:06% Y: 06% K: 00% II. Secondary background color blue : hex color #a09382 C: 86% M:67% Y: 46% K: 35%
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b.
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Object & Text Colors
I. I. Primary foreground color gold : hex color #bcb1a0 C: 39% M:37% Y: 48% K: 03% II. Secondary text color cream : hex color #e8e7e7 C: 27% M:26% Y: 36% K: 00% a. Shows the use of primary foreground color for objects on dark background
II. c. Shows the use of primary foreground color for text on dark background d. Shows the use of primary foreground color for text on light background e. Shows the use of secondary text color for 9pt texts and smaller on a dark background. This helps the readability for smaller types in print (not for web use).
b. Shows the use of primary foreground color for objects on light background
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Patterns Listed here are three patterns available for brand use. The patterns have been used in the brochure and inside special envelopes. I. Waves - blue with gold waves II. Sun-rays - cream background with gold rays III. Waves.2 - blue background with navy waves (used on the cover of the brochure)
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I. Off-white hex color: #21222d print: C: 08% M:06% Y: 06% K: 00% Off-white is the primary background color. Used also in stationary designs and uniforms. II. Cream hex color: #e8e7e7 print: C: 27% M:26% Y: 36% K: 00% Cream is a complimentary color. It is exclusively used for 9pt fonts and smaller. III. Gold hex color: #bcb1a0 print: print: C: 39% M:37% Y: 48% K: 03% Gold is the primary object and text color. All logos are represented in this color and all texts, with one exception mentioned above IV. Blue hex color: #a09382 print: C: 86% M:67% Y: 46% K: 35% Blue is a secondary background color. It is also used for stationery business cards and uniform pants, sweaters and ties. V. Navy hex color: #2b4356 print: C: 79% M:73% Y: 55% K: 66% Except in rare cases in stationary and uniforms, this color is only used in the wave pattern (explained in the next chapter).
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Typefaces Standards for typefaces and fonts used for texts and logo.
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Beside the Big Caslon font used for the logotype, Marasi Marina Management uses two other typefaces and font families for the body texts and writings. I. Primary typefaces II. Secondary typefaces
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Big Caslon Trajan Pro Baskerville Myriad Pro
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II.
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Primary Typefaces Big Caslon and Trajan Pro are primary typefaces for the Marasi Marina Management brand. I. Big Caslon - Aside from the LogoType, Big Caslon is used for big headlines. This book uses Big Caslon as chapter headlines. II. Trajan Pro - This typeface is used for any written form except for small body texts. For example the information on business cards are in Trajan Pro.
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Secondary Typefaces Secondary typefaces, Baskerville and Myriad Pro, are used to help mostly with the body text and presentation of the brand. I. Baskerville - Most body texts should use Baskerville typeface. For example, this paragraph is styled in Baskerville. This typeface is chosen for its wide support, readability, and elegance. II. Myriad Pro - This typeface is used mostly for presentations as a helper typeface. Use of this typeface tells the viewer that this information is not a part of the brand information.
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Stationary Standards for business cards, letterheads, etc.
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Stationary Mock-up
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Business Cards
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3.5”
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Details about the back of the business card. I. The logo will be placed on the back of the card with the width of one inch. II. The cards are designed in US standard, therefore the cards would be cut to 3.5 inches wide and 2 inches high.
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I. The center of the logo should be placed on the center of the card. II. This shape shows that the center of this version of logo is exactly at the bottom of the center ‘M’. III. Another way to test the correct placement of the logo is having two rows of LogoForm placed on each other at the bottom and two on top like shown in shapes III.
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Letterheads
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Letter heads for Marasi Marina Management are designed to fit international standard letter sizes of A4. There are two designs for the brand’s letterheads. One is gold lettering on white paper and the other includes blue bars on the top and bottom as a header and footer.
I. This version is designed to be the standard letterhead. Due to the content of the page not reaching the edge of the page, this version does not require bleed and re-trimming. So it could be directly printed on white or off-white A4 sized paper. The logo on the header in this version should be 2 inches wide and the LogoForm at the footer should be 0.6 inches wide. The font used in the footer is styled in Trajan Pro, 9.5 pt.
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II. This version is designed to be the exclusive letterhead. Due to the design needing bleed, this version cannot be printed on an A4 paper. It should be printed on a larger paper and then trimmed to the standard A4 size. The logo on the header in this version should be 1.5 inches wide. Same as the standard version, the font used in the footer is styled in Trajan Pro, 9.5 pt.
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Envelopes
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The full-sized envelopes can hold A4 letters and have two designs: standard and exclusive. These are custom designs and should be printed on A2 papers and trimmed and folded along the designated marks. The standard version uses a 2 inch LogoType on the bottom left of the back side of the envelope. The exclusive version uses a 2 inch logo at the center of the back side. Both versions of the full-sized envelopes use 9.5 pt Trajan Pro font for the address information.
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10th Floor, Tamouh Tower, Marina Square , Reem Island Abu Dhabi, U.A.E.| P.O. Box 44072 | 800-Marasi (627274)
10th Floor, Tamouh Tower, Marina Square , Reem Island Abu Dhabi, U.A.E.| P.O. Box 44072 | 800-Marasi (627274)
9-10 pt
2 inches
10th Floor, Tamouh Tower, Marina Square , Reem Island Abu Dhabi, U.A.E.| P.O. Box 44072 | 800-Marasi (627274)
10th Floor, Tamouh Tower, Marina Square , Reem Island Abu Dhabi, U.A.E.| P.O. Box 44072 | 800-Marasi (627274)
2 inches
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1 inch
1.5 inch
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8 pt.
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The small envelopes can hold tri-folded A4 letters. They also have two designs of standard and exclusive. These are streamlined designs and can be printed on ready-made envelopes of matching blue for exclusive and off-white for standard. The inside colors of the envelopes depends on color availability and need not to be custom printed. The flap colors for both styles are the same color as the body. Both versions of the small envelopes use a 1 inch LogoForm at the bottom right of the front face and a 1.5 inch LogoType on the back of the envelope. The address information in written in 8 pt Trajan Pro font.
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Brochure
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The eight page brochure was designed as print advertisement material. The finished dimensions are: 5.5 x 5.5 inches or 14x14 cm pages. Must be printed in full color, back and front, on A2 paper and trimmed across the provided trim marks. The images in this print design have been provided and licensed by Marasi Marinas.
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Uniforms
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Tops and bottoms for Marasi Marina Management staff uniform. I. Standard top for male staff. The short button-up colored cotton shirts with hidden buttons are the base of the mens’ uniform. II. Standard womens’ uniform is an offwhite shirt with the LogoForm on the top right of shirt a long collar shown in figure IV. III. Standard men’s blue pants with matching or black belt. IV. Standard womens’ skirt with black or matching belt. The skirts have a five inch cut on the left and right.
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Standard summer field uniform
Accessories and uniform extras include: I. Standard sweater for cooler weather or evening events. II. Standard gold shorts for hotter weather or field/repair staff. Note the white belt. III. Samples of acceptable ties, bow-ties and scarfs to be matched with the uniform. IV. Samples of acceptable colors for shoes.
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I. Standard uniform combination
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II. Standard winter uniform
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Print Standards
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Business Cards Paper Size: A4 Paper Type: 120 lb cardstock matte - white Print Style: double sides - full color - trim needed Final Size: 8x cards of 2x 3.5in Letterhead Standard Paper Size: A4 Paper Type: letter - off-white Print Style: one sided - full color Final Size: A4 Letterhead Exclusive Paper Size: A3 Paper Type: letter - white Print Style: one sided - full color - trim needed Final Size: A4 Envelope, Small Print on pre-made envelopes - off-white and blue preferred Envelope, Full-Sized Paper Size: A2 Paper Type: Standard - off-white preferred Print Style: double sided - full color - custom trim and fold needed Final Size: A4-Envelope Brochure Paper Size: A2 Paper Type: Standard glossy - off-white preferred Print Style: double sided - full color - trim and fold needed Final Size: 8 square pages of 14x14cm
Contact m@rasoulipour.com for additional adjustments
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