Branding and Visual Identity Guidelines FEBRUARY, 2019
ABOUT THE GUIDELINES The visual presentation used in our communication is more than simply design; it is a reflection of what the ministry represents. Consistency in the use of the visual identity builds recognizability among the ministry’s various audiences. We want to make sure that the visual presentation speaks the same language as what’s being said in text, audio, or video. If our visual presentation doesn’t match the conversation, it will lead to inconsistencies in our communication. The MFAJO brand identity should always be positive and reflect the ministry’s uniqueness, differentiation, and value. The purpose of this manual is to provide guidelines that help you support a consistent and cohesive visual identity within MFAJO’s decentralized environment. The consistent use and thoughtful application of these guidelines on every form of official communication reinforces awareness of MFAJO, increases the ministry’s visibility, and reinforces our identity as a global ministry whose units work together for a common mission. The standards include the use of colors, fonts, and design elements that make up MFAJO’s visual identity. The standards represent the identity of the ministry and should not be diluted through substitution or revision, or altered in any way.
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CONTENTS THE LOGO
DESIGN ELEMENTS
PRIMARY LOGO........................................................ PAGE 05 LANDSCAPE LOGO.................................................. PAGE 06 ENGLISH LOGO........................................................ PAGE 07 ARABIC LOGO.......................................................... PAGE 08 CLEAR SPACE...........................................................PAGE 09 STANDARD USE....................................................... PAGE 10 LOGO MISUSE.......................................................... PAGE 11 SOCIAL MEDIA LOGO............................................... PAGE 12 STANDARD SHAPES SM LOGO.............................. PAGE 13 SOCIAL MEDIA......................................................... PAGE 14 APPLICATION ON SOCIAL MEDIA .......................... PAGE 15
SOCIAL MEDIA VISUALS.......................................... PAGE 25 INFOGRAPHIC VISUALS...........................................PAGE 26
COLOR
PHOTO ELEMENTS IMAGERY APPROACH ............................................. PAGE 28 THUMBNAIL FOR PHOTOS ......................................PAGE 29
VIDEO ELEMENTS INTRO & OUTRO ...................................................... PAGE 31 BAR FOR TITLE ........................................................PAGE 32
PRIMARY COLORS................................................... PAGE 17 GRADIENT BACKGROUND ..................................... PAGE 18
TYPOGRAPHY PRIMARY ARABIC FONT.......................................... PAGE 20 PRIMARY ENGLISH FONT ....................................... PAGE 21 ARABIC FONTS ....................................................... PAGE 22 ENGLISH FONTS ..................................................... PAGE 23
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
THE LOGO
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
PRIMARY LOGO
(RHCjo) Royal Hashemite Court Logo
THIS IS OUR PRIMARY LOGO. THIS IS THE PREFERRED VERSION TO USE.
HKJ Name in Arabic
MFAJo Arabic Callography HKJ Name in English
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
MFAJo in English
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THE LOGO
LANDSCAPE LOGO WHEN THE PRIMARY LOGO DOESN’T FIT YOUR COMPOSITION, USE THE LANDSCAPE VERSION.
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
ENGLISH LOGO IF YOU NEED TO USE THE ENGLISH VERSION ONLY. USE THE ENGLISH VERSIONS .
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
Primary English Logo
the hashemite kingdom of jordan
ministry of foreign affairs and expatriates
Stacked Logo
ministry of foreign affairs and expatriates
Landscape Logo
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
ARABIC LOGO IF YOU NEED TO USE THE ARABIC VERSION ONLY. USE THE ARABIC VERSIONS .
Primary Arabic Logo
Stacked Logo
Landscape Logo
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
CLEAR SPACE FOR PROMINENCE, ENSURE THAT CLEAR SPACE IS MAINTAINED AROUND THE LOGO. PHOTOS, TEXT, AND GRAPHIC ELEMENTS MUST FOLLOW THE GUIDELINES ILLUSTRATED HERE AND STAY OUTSIDE THE CLEAR SPACE. THE SAME RULES APPLY WHEN THE LOGO IS USED LANDSCAPE AND OTHER OPTIONS. the hashemite kingdom of jordan ministry of foreign affairs and expatriates
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
STANDARD USE
White background the hashemite kingdom of jordan ministry of foreign affairs and expatriates
THE LOGO SHOULD APPEAR IN ORIGINAL COLORS WITH TEXT APPEAR BLACK . AS WELL IT CAN ALSO TEXT APPEAR IN WHITE WHEN USED OVER A DARK BACKGROUND OR COLORED.
Dark background the hashemite kingdom of jordan ministry of foreign affairs and expatriates
Colored background the hashemite kingdom of jordan ministry of foreign affairs and expatriates
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
LOGO MISUSE
DO NOT
the hashemite kingdom of jordan
DO NOT USE COLORS OTHER THAN MFAJO , TEXT BLACK, OR TEXT WHITE OR USE DIFFERENT COLORS WITHIN THE LOGO.
ministry of foreign affairs and expatriates
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
DO NOT REARRANGE THE ELEMENTS, OR REDRAW THE LOGO. DO NOT STRETCH OR DISTORT THE LOGO.
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
the hashemite kingdom of jordan ministry of foreign affairs and expatriates
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
SOCIAL MEDIA LOGO (RHCjo) Royal Hashemite Court Logo
THIS IS OUR SOICAL MEDIA LOGO. THIS IS THE PREFERRED VERSION TO USE.
HKJ Name in Arabic HKJ Name in English
MFAJo in English
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
MFAJo Arabic اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
STANDARDSHAPES SOICAL MEDIA LOGO THIS IS OUR SOICAL MEDIA LOGOS.
Arabic & English اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
THE HASHEMITE KINGDOM OF JORDAN
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
IF YOU NEED TO USE THE ENGLISH OR ARABIC VERSION ONLY.
Primary Logo Arabic
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
English THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
SOCIAL MEDIA AND THE LOGOS IF YOU NEED TO PROFILE PECTURE, USE THE (RHCJO) ROYAL HASHEMITE COURT LOGO ONLY
TWITTER INSTAGRAM
FACEBOOK LINKED IN
YOUTUBE FLICKR
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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THE LOGO
SOCIAL MEDIA AND THE LOGOS IF YOU NEED TO COVER PICTURE, USE THIS DESIGN ONLY
ministry of foreign affairs and expatriates
FACEBOOK LINKED IN
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
YOUTUBE
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THE LOGO
APPLICATION ON SOCIAL MEDIA FACEBOOK AND TWITTER
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
COLORS
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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COLORS
PRIMARY COLORS MOJO'S SIGNATURE MAROON PLAYS A KEY ROLE IN THE MINISTRY IDENTITY. THE MFAJO MAROON , WHITE AND BLACK ARE THE PRIMARY COLORS IN THE MFAJO PALETTE. THESE COLORS SHOULD APPEAR IN ALL PUBLICATIONS.
MAROON CMYK: 27%, 99%, 100%, 29% RGB: R142, G26, B22 HEX: 8E1A16
WHITE CMYK: C0, M0, Y0, K0 RGB: R255, G255, B255 HEX: ffffff
BLACK CMYK: RGB: R0, G0, B0 HEX: 000000
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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COLORS
GRADIENT BACKGROUND
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
TYPOGRAPHY
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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TYPOGRAPHY
PRIMARY FONT ARABIC THE ARABIC LINE "AL-THULTH FONT " IS THE PRIMARY ARABIC TYPEFACE FOR ANY GOVERNMENTAL INSTITUTION IN THE KINGDOM
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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TYPOGRAPHY
PRIMARY ENGLISH FONT TRAJAN PRO FONT IS THE PRIMARY ENGLISH TYPEFACE. WE USE THIS IN DIFFERENT WEIGHTS FOR ALL FUNCTIONAL COMMUNICATIONS.
Trajan Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()? Trajan Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?
the hashemite kingdom of jordan ministry of foreign affairs and expatriates MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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TYPOGRAPHY
ARABIC FONT
Bahij - �eSansArabic
BAHIJ - THESANSARABIC IS THE ARABIC TYPEFACE. WE USE THIS IN THREE DIFFERENT WEIGHTS FOR ALL FUNCTIONAL COMMUNICATIONS.
Bahij - �eSansArabic Bahij - �eSansArabic
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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TYPOGRAPHY
ENGLIAH FONT DUBAI FONT IS THE ENGLISH TYPEFACE. WE USE THIS IN FOUR DIFFERENT WEIGHTS FOR ALL FUNCTIONAL COMMUNICATIONS
Dubai ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()? Dubai ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?
Dubai ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()? Dubai ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()?
THE HASHEMITE KINGDOM OF JORDAN MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
DESIGN ELEMENTS
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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DESIGN ELEMENTS
SOCIAL MEDIA VISUALS SOCIAL MEDIA THEME AND STANDARD SIZES اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
THE HASHEMITE KINGDOM OF JORDAN
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
www.mfa.gov.jo
www.mfa.gov.jo
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MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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DESIGN ELEMENTS
INFOGRAPHIC VISUALS
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
INFOGRAPHIC THEME AND STANDARD SIZES THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
www.mfa.gov.jo
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PHOTO ELEMENTS
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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PHOTO ELEMENTS
IMAGERY APPROACH THE SELECTION OF IMAGERY IS VITAL TO THE LOOK AND FEEL OF THE MINISTRY BRAND IDENTITY. THE PHOTOGRAPHS SHOULD BE CLEAR, UNCLUTTERED, TIGHTLY CROPPED AND INSTANTLY REPRESENT THE SUBJECT MATTER. THE PHOTOGRAPHS SHOULD NOT HAVE ANY WHITE AREAS AND AVOID USING COLORS WITH HIGH CONTRAST LEVELS FROM LIGHT TO DARK.
ASPECT RATIO 16:9
ASPECT RATIO 4:3
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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PHOTO ELEMENTS
THUMBNAIL FOR PHOTOS TO SUPPORT THE PHOTOS MAY ALSO BE USED ACROSS DIGITAL PLATFORMS THE PHOTOGRAPHIC IMAGE THUMBNAIL MUST THEME THE MINISTRY DESIGN.
ASPECT RATIO 16:9
ﻟﻘﺎء وزﻳﺮ اﻟﺨﺎرﺟﻴﺔ وﺷﺆون اﳌﻐﱰﺑﻦﻴ اﻻردﻲﻧ ﻧﻈﺮﻴه اﻷﻣﺮﻴﻳﻲﻜ ﻣﺎﻳﻚ ﺑﻮﻣﺒﻴﻮ
ﻟﻘﺎء وزﻳﺮ اﻟﺨﺎرﺟﻴﺔ وﺷﺆون اﳌﻐﱰﺑﻦﻴ اﻻردﻲﻧ ﻧﻈﺮﻴه اﻷﻣﺮﻴﻳﻲﻜ ﻣﺎﻳﻚ ﺑﻮﻣﺒﻴﻮ
ASPECT RATIO 4:3
DOS AND DON’TS • PROFESSIONAL IMAGES • FOCUSED ON PEOPLE ENGAGING WITH THE MINISTER • FOCUSED ON EVENTS EXPRESSING MINISTRY • COLOURFUL, BOLD AND ACCESSIBLE • AVOID OVERLY DARK IMAGES
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
VIDEO ELEMENTS
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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VIDEO ELEMENTS
IMAGERY APPROACH
INTRO
TO SUPPORT THE VIDEO MAY ALSO BE USED INTRO & ENDING FOR ALL VIDEOS
اﻟﻌﻨﻮان اﳌﺨﺘﴫ ﻟﻠﻔﻴﺪﻳﻮ ﺑﺎﻟﻠﻐﺔ اﻟﻌﺮﺑﻴﺔ
ministry of foreign affairs and expatriates
OUTRO
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
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VIDEO ELEMENTS
BAR FOR TITLE
BAR FOR TITLE
TO SUPPORT THE MANY FOR SHOOTS MAY ALSO BE USED BAR FOR TITLE.
اﻟﻌﻨﻮاﻧﻦﻴ ﻫﻨﺎ ﺗﺘﻐﺮﻴ ﺑﺤﺴﺐ ﻣﺎ ﻳﻈﻬﺮ ﺑﺎﻟﻠﻘﻄﺔ او ﻻﻇﻬﺎر اﻻﺳﺎﻤء وﻣﺎ اﱃ ذﻟﻚ
اﻟــﻤـــﻤـــﻠــﻜــﺔ اﻷردﻧـــﻴـــﺔ اﻟــﻬــﺎﺷــﻤــﻴــﺔ
وزارة اﻟــــﺨــــﺎرﺟـــــﻴــــــــــــﺔ وﺷــــﺆون اﻟــﻤــﻐـﺘـﺮﺑـــﻴـــﻦ
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES
THE HASHEMITE KINGDOM OF JORDAN
MINISTRY OF FOREIGN AFFAIRS & EXPATRIATES
THANK YOU
MINISTRY OF FOREIGN AFFAIRS AND EXPATRIATES | BRANDING AND VISUAL IDENTITY GUIDELINES