Infath Brand Guideline

Welcome to Infath Corporate Identity & Brand Standards Manual

This document provides the fundamentals and guidelines to precisely use Infath identity.

Infath identity is more than just a logo, it is a strategy consist di erent key elements coming together to make a clear, solid, and recognizable branding.

This brand guidelines serves as the primary reference for standardizing Infath brand identity..

Brand Personality

It is necessary to define (Infath) personality which is a set of artistic values that attributed to the brand’s personality, and shape how the brand communicates and connects with the recipients or target groups.

The main elements are determined through the following characteristics:

Symmetry: We found that the visual asymmetry of the logo design o ers the aspects of justice and mediation and should be reflected in the brand communication.

Flexibility: We aimed to show the flexible response to partners and beneficiaries through using rounded edges on the geometric shapes.

Optimism: A melange of overlapping cool colors forms the sense of optimism.

Brand Tone of Voice

The logo has been developed, which consists of the following:

1. The right and le triangles represent the public and private sectors; their curvature translates to the flexibility and development which the judicial system in the Kingdom seeks.

2. The synergy of two sectors formed the letter “I,” which resembles the intersection of justice by “Infath” in providing digital and advisory services.

3. The letter “A” in Arabic and the letter “I” in English formed the name of “Infath” to stress the pivotal role of the center in rights fulfillment and justice.

4. The two triangles at the top and bottom represent the justice enforcement in the Kingdom to reflect on firmness and equity by their sharp angles and similar proportion.

5. The assembly of the logo parts signifies the judicial system in the Kingdom in gradient colors that represent stability and growth in green, reliability and communication in blue, and we find in this similarity with the visual identities of the various platforms of the justice system.

The detailed elements of the Infath logo illustrate the logo as a whole and embody the shape of the percentage, reflecting on the brand’s credibility and professionalism in justice enforcement and rights fulfillment.

To ensure prominence and legibility, the brandmark is always surrounded by an area of clear space which remains free of other design elements, such as type and other brand marks. This is also the minimum distance the brandmark can be placed from the edges of the page.

The construction of the exclusion zone for the brandmark is based on half the size of the logo vertically. This is referred to as ‘0.5x’.

Minimum Size

We need to ensure that Infath logo is easy to read across all formats. When reproducing the Infath logo, consider its size and legibility.

A logo that is too small ceases to serve any communicative function.

The minimum size use of the logo is 15mm.

Logo Placement

Logo should be displayed clearly in a primary location on the top right in prints / bottom right in designs, regardless of language. It is preferred that the logo is used in full color with strong contrast as seen in this example.

Co-Brands

The primary preferred usage is Full Color on white, and whether in print or stationery.

Other alternate version is Black on bright background may be used as long as legibility is maintained.

On dark backgrounds reverse the “Infath” text in white.

Correct Color Applications

The primary preferred usage is Full Color on white, and whether in print or stationery.

Other alternate version is Black on bright background may be used as long as legibility is maintained.

On dark backgrounds reverse the “Infath” text in white.

Incorrect Applications

Always use approved master artwork. Never alter or recreate the Logo.

Here are examples of incorrect use of Infath logo.

Arabic and English

The primary Arabic and English typeface is 29LT Zarid Serif . It is modern and approachable whilst communicating with confidence.

It is distinctive and clear at larger sizes whilst retaining clarity and focus at smaller sizes.

English 29LT Zarid Serif 29LT Zarid Serif

Light abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Medium abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Bold abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Regular abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Semi Bold abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Black abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

Saving and Naming of Design files

Descriptive file names are an important part of organizing, sharing, and keeping track of the design projects. Either internally or externally, developing a naming based on workplace practice and structure allowing more e ective searching and retrieval files quickly and easily.

Infath Year Folder

Infath Design Folder

Infath Name of project Folder

Open Source Folder

PDF Folder

PNG _JPG Folder

Fonts Folder

Links Folder

Primary Colors

The colors used in the identity of the Entrustment and Liquidation Center (Infath) are primary colors that have been tailored to express confidence, honesty, and clarity. Therefore, it must be adhered to in all identity applications to not disturb the identity technically or philosophically, in terms of colors and the shades.

The six colors must be utilized consistently in all digital and printed materials to give the identity a sense of the same spirit.

Secondary Colors

Suppose the color palette is not su cient to create complex charts, tables, and graphs. In that case, you can use an additional set of colors to ensure consistency across all digital and print output.

Gray #A69F88

CMYK 11,13,30,32

RGB 166,159,136

Dark Blue #202945

CMYK 96,83,42,47

RGB 32,41,69

Red #B23629

CMYK 22,88,86,13

RGB 178,54,41

Purple # 57467D

CMYK 77,78,22,07

RGB 87,70,124

Yellow # EEBE61

CMYK 07,28,69,0

RGB 238,190,97

Metallic Blue # 50738E

CMYK 72,45,29,12

RGB 80,115,142

Orange #F07E2D

CMYK 0,60,87,0

RGB 240,126,45

Green yellow #C5D12D

CMYK 31,02,91,0

RGB 197,209,45

Dark Green

# 007A70

CMYK 85,29,56,15

RGB 0,122,112

Brown # 9D6A2E

CMYK 0,44,77,46

RGB 157,106,46

Gradient Color

Gradients can be a great way to add personality to designs and capture the aesthetic and promotional values. However three gradients were adopted here:

Gradient Color 1

Gradient Color 2

Gradient Color 3

GRAPHIC ELEMENTS

Graphic Element

The following copy is for placeholder example only. These statements are some of our favorite musings regarding design.

Design is simple. It’s about simplifying. Bad design makes it more complex. Remove the non-essential in order to bing out the essential.

The ability to simplify means to eliminate the unnecessary so that the necessary may speak. Design is so simple, that’s why it is so complicated.

Pattern System

The Pattern System is one of the most exciting branding elements bringing depth and uniqueness to the Infath Identity.

The system was formed by duplicating the logo and using monochrome colors. There are two types:

1-Full monochrome pattern: It used on the backside of the letterhead

2-Faded monochrome pattern: It applied on the le top corner and faded down to the right side

Gradient type: Linear - Gradient Feather

Angle: - 62%

Transparency (Blending Mode) Normal

Opacity: 100%

Using monochrome color and duplicating the logo to form a pattern

Using monochrome color and fading down the pattern from the le top

Pattern Applications

The main pattern is used on prints or online applications, which should be placed only on the le top corner. As noticed, the faded style pattern is applied to the designs.

Icons

The icon system may appear in a monochrome color scheme or in two colors of the primary or secondary branding color which makes 3D e ects.

Images

Images attached must follow the identity theme and mood. In addittion, it must include local visual heritage, Saudi faces, costumes, architecture, and culture heritage, including traditional motifs and colors used locally. Also, the logo and the text on a background must be visible and readable or the background must not be overpowered the text.

Letterhead

A simple design featuring the Infath logo that helps recognize the brand immediately.

In the example, we designed The Infath letterhead either for the Executive O ce or all employees to include the logo on the right top and the Center’s information on the bottom.

Also, relied the logo pattern on the backside of the letterhead.

Envelopes are implemented primarily through accredited paperwork or letters of the Center. As shown in the example, these envelopes come in di erent sizes, so mind the clear spaces of the logo.

We intended to produce folders for particular uses in corporate life and keep the paperwork. We adopted a faded logo pattern on the top with the Infath logo and Center’s information details on the back of the folder.

Business Card

Clean design expressing professionalism of the Infath’s sta . The business card should include the following:

title

The Sta ID prepared with an attractive layout and the primary info for the employee within the center including:

1. Employee Name.

2. Department Name.

3. Employee No. 4. ID No. 5. Blood Type. 6. Employee Portrait. 7. QR Code.

8. Card Expiration Date.

9. Colored footer

The colored footer represents the employee’s contract with the Center and comes in five colors defined by the HR Management:

1. Employee.

Notes

The o cial notes that internally used among the employees are:

Leather Notebook

The notebook is a classic blue with elastic band closure, and the Infath Logo appearing on the front cover and the Infath slogan on the back cover. Within the notebook there are the Infath’s Values, Vision, Entrustment Process, and Mission.

Certificate

Use this editable certificate template to create employee appreciation certificates with a modern aesthetic. Shi the logo towards the center of the document, and it will include the following details:

Type of certificate

Employee name

Recognition statement

Certificate provider name.

PPT Templates

We prepared a well-structured Brand Identity PPT that can be used for a variety of purposes. This Presentation Template contains a Modern, Elegant, Professional, and unique layout with a corporate style based.

Stamp

There are three main stamps:

1. The O cial Stamp

2. The HR Dept. Stamp

3. The Executive O ce Stamp

The O cial Stamp

The HR Dept. Stamp

Auction Design Template

Since the Auction Content is will be published regularly on social media platforms, it would be preferred to develop a special template for easy and fast modifications. However, Infath has three auction types:

1- Property Auction (live - online).

2- Automobile Auction (live - online).

3- Vehicle Auction (live - online).

Auction Design Template

This template is designed for the property auction. It should have an image or landscape to refer to the auction city.

As in the example, the template should be adopted by the proper form depending on the auction type (live/online) and applied the Gradient Color 2 and the faded pattern style.

Newsletter Design Template

The following template is for the o cial contents as the Center’s news, promotions, etc. Therefore, it should be adhered to.

O ce Glass Sticker

The incredible customized Islamic geometric pattern has developed to match the Arabic identity of Infath Center. The pattern is preferred to use in interior designs. As can be seen, it was implemented on the o ce glass.