CORPORATE IDENTITY MANUAL Version: v1. 2020
Corporate Identity Manual Version: v1. 2020
TABLE OF CONTENTS
CORPORATE IDENTITY MANUAL 2020 V.1
SECTION 0 | INTRODUCTION
2
SECTION 1 | CORPORATE LOGO
4
SECTION 2 | CORPORATE TYPOGRAPHY
10
SECTION 3 | CORPORATE COLOR SYSTEM
14
SECTION 4 | CORPORATE STATIONERY
16
SECTION 5 | CORPORATE APPLICATION
22
SECTION 0
GUIDELINE INTRODUCTION
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THE DESIGN GUIDELINES These guidelines describe the visual and verbal elements that represent Naqsha corporate identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Naqsha commitment to quality, consitency and style. The Naqsha brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Naqsha name and marks.
SECTION 1
CORPORATE LOGO SYSTEM THE LOGO INRODUCTION THE LOGO APPLICATION THE LOGO ELEMENTS CLEARSPACE AND COMPUTATION INCORRECT LOGO APPLICATIONS
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THE LOGO INTRODUCTION Our Logo is the key building block of our identity, the primary visual element
our company name – they have a fixed relationship that should never be
that identifies us. The signature is a combination of the the symbol itself and
changed in any way.
THE FULL LOGOTYPE The Naqsha logo expresses the character and nature of the institution through
This corporate identity has been designed to reflect the qualities, functions
its emblem, color palette, and typography.
and services of the institution. As Naqsha continues to strengthen its identity awareness, consistent application of the identity is crucial in maintaining the
This corporate identity program will help Naqsha
appropriate image.
to build a unique, effective, and respected image in the Kingdom. It defines standards for the correct use of the company logo, which is a means of maintaining professional consistency of all corporate communications.
THE LOGO TYPE 1
2
English Horizontal Version
The General Logo The main logo is the dark logo used on white or colored backround. For darker backrounds you will find an alternative on next page. English & Arabic Version Logo Their are two main types of logo, English & Arabic version.
2
1
Arabic Horizontal Version
1) The Logo Symbol Consists of a powerful element evoking the culture of design services and symbol “Nun” in arabic. 2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further
enhanced by the use of upper case letters in black tone of the chosen corporate color in english. The font that is used here is Cocon Ot in english GE Thuluth for arabic.
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LOGO DARK VERSION
3) The Logo Dark Version will be used when the backround color ist light colored.
LOGO LIGHT VERSION
4) The Logo Light Version will be used when the backround color ist dark colored.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff
Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Naqsha Trademark Licensing if you have any questions or need further help. 3
4
LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION It is important to keep corporate marks clear of any other graphic elements.
message can be positioned in relation to the mark.of the the symbol itself
To regulate this, an exclusion zone has been established around the corporate
and our company name – they have a fixed relationship that should never be
mark. This exclusion zone indicates the closest any other graphic element or
changed in any way.
0.5 x
0.5 x
0.5 x
0.5 x
x 0.5 x
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1.5 x
x 0.5 x
CLEARSPACE
Definition
Computation
Whenever you use the logo, it should be surrounded with clear
To work out the clearspace take the height of the logo and
space to ensure its visibility and impact. No graphic elements of any
divide it in half. (Clearspace = Height / 2).
kind should invade this zone. Symbol 1
/2 x
Full Logo 1
/2 x
/2 x
1
/2 x
x
x
1
1
/2 x
1
/2 x
1
1
/2 x
1
/2 x
/2 x
1
/2 x
x
/2 x
1
/2 x
1
Combine Full Logo 1
1
/2 x
1
/2 x
1
/2 x
/2 x
1
/2 x
/2 x x
x
1
/2 x
1
/2 x
1
APPLICATION ON A BACKGROUND LOGO A
Colored Version
LOGO B
Colored Version
LOGO C
Colored Version
LOGO D
Colored Version
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The logo can be placed on solid color backgrounds, such as its own
Though it is not advisable to place the logo on dark backgrounds, but if
corporate colors or their derivatives. When the logo is applied over a light
the need arises, the logo can be used in its negative version (solid white).
background, all of the logo elements must have sufficient contrast with the background to be clearly visible.
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MINIMUM LOGO SIZES Full Logo Minimum Size: 20mm x 3.33 mm
40 mm
30 mm
20 mm
5 mm
10 mm
Minimum Size: 5 mm x 5 mm
15 mm
Logo Symbol
INCORRECT LOGO APPLICATIONS
DONT´S 1) Do not alter the color of the logo 2) Do not place the logo on a background with little contrast
1
2
3) Do not distort the logo symbol 4) Do not distort the logo type style 5) Do not change the size relationship between the logo symbol and logo type
3
4
5
6
6) Never change the proportions of the logo vertically or horizontally or alter the appearance in any way
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SECTION 2
CORPORATE TYPHOGRAPHY SYSTEM THE CORPORATE FONTS PRIMARY & SECONDARY FONTS FONT HIERACHY
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THE CORPORATE FONTS AND TYPHOGRAPHY Typography plays an important role in communicating an overall tone and
and Cocon OT for english and Ge Thuluth and GE SS Two for arabic, which
quality. Careful use of typography reinforces our personality and ensures clarity
helps inject energy and enthusiasm into the entire Naqsha communications, as
and harmony in all Naqsha communications. We have selected Herculanum
the primary and secondary corporate typefaces.
•
ENGLISH TYPEFACE - ( PRIMARY & SECONDARY )
COCON OT and MONTSERRAT are the official fonts to be used as the English Corporate typeface.
COCON NEXT ARABIC (REGULAR)
ABCDEFGH IJ KLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() MONTSERRAT (BOLD)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghhijklmnopqrstuvwxyz 1234567890 !@#$^%&* MONTSERRAT (REGULAR)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() MONTSERRAT (LIGHT)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()
( PRIMARY & SECONDARY )
- ARABIC TYPEFACE •
GE THULUTH and GE SS TWO are the official fonts to be used as the Arabic Corporate typeface.
GE THULUTH (LIGHT)
أبتجحخدذرزسشصضطظعغفقلمنهوي )(*&^%$#@! 0 9 8 7 6 5 4 3 2 1 GE SS TWO (BOLD)
أبتجحخدذرزسشصضطظعغفقلمنهوي )(*&^%$#@! 0 9 8 7 6 5 4 3 2 1 GE SS TWO (MEDIUM)
أبتجحخدذرزسشصضطظعغفقلمنهوي )(*&^%$#@! 0 9 8 7 6 5 4 3 2 1 GE SS TWO (LIGHT)
أبتجحخدذرزسشصضطظعغفقلمنهوي )(*&^%$#@! 0 9 8 7 6 5 4 3 2 1
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TYPHOGRAPHY AND TEXT HIERACHY Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per
scan text for key information. Typographic hierarchy creates contrast between
se in an overall design project. Typographic hierarchy presents lettering so that
elements. There are a variety of ways you can create a sense of hierarchy. Here
the most important words are displayed with the most impact so users can
are some of the most common techniques for Naqsha layouts.
CONTEXT TEXT & INNER HEADLINES
HEADLINES & TYPOBREAKS
Caption Text
Naqsha Typo Montserrat Light 6 pt Type / 9 pt Leading
Copy Text
Naqsha Typo Montserrat Light 8 pt Type / 13 pt Leading
Headlines Copytext
NAQSHA TYPO
Cocon Next Arabic - Regular 12 pt Type / 14.4 pt Leading
GE SS Two Medium 12 pt Type / 14 pt Leading
Sublines Sections
NAQSHA TYPO
نقشه مطبعي
Big Headlines and Title
NAQSHA TYPO
Cocon Next Arabic - Regular 16 pt Type / 19.2 pt Leading
Cocon Next Arabic - Bold (Capital Letters) 34 pt Type / 30 pt Leading
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نقشه مطبعي GE SS Two Light 6 pt Type / 9 pt Leading
نقشه مطبعي GE SS Two Light 8 pt Type / 13 pt Leading
نقشه مطبعي
GE SS Two Medium 16 pt Type / 18 pt Leading
نقشه مطبعي
GE SS Two Medium 34 pt Type / 38 pt Leading
SAMPLE CONTEXT & INNER HEADLINES ENGLISH
ARABIC
وتنامت المجتمع األوضاع أم أسر
Lorem ipsum dolor sit amet LOREM IPSUM DOLOR SIT AMET
وتنامت المجتمع األوضاع أم أسر وتنامت المجتمع األوضاع أم أسر .منتصف كثيرة واستمر ثم دنو .وشعار الثقيلة لم مكن ,هناك اليها ّ كل بـ .أراض الشرق ،أفريقيا لها مع, لم ,في ذلك الصين األوربيين. كل فصل أفاق الساحل .لم الصينية الحيلولة بين ,مدن هو الال استمرار ,أم الى خالف تكبّد .إذ واحدة وأزيز ّ
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque elementum id elit ut commodo. Proin tincidunt arcu id elementum semper. Pellentesque malesuada tortor nunc, nec tristique lacus auctor non.
وتنامت المجتمع األوضاع أم أسر
Lorem ipsum dolor sit amet
وتنامت المجتمع األوضاع أم أسر .منتصف
وإيطالي بالجانب .بل ِقبل مشروط على ,فصل
non libero sollicitudin malesuada. Aliquam
كثيرة واستمر ثم دنو .وشعار الثقيلة لم مكن, هناك اليها ّ كل بـ .أراض الشرق ،أفريقيا لها مع,
بهيئة إختار أن ,بهيئة والفلبين الواليات الى.
turpis
الصفحة العظمى اسبوعين عدد ثم .بـ جيما
efficitur posuere. Donec semper et
Pellentesque elementum id elit ut
كل فصل أفاق الساحل .لم الصينية الحيلولة
لفشل يتمكن أسر .ما بال وترك وحتى ,مكن مع
justo ut ultricies. Aenean est massa,
commodo. Proin tincidunt arcu id
بين ,مدن هو الال استمرار ,أم الى خالف تكبّد.
سكان للصين عشوائية ,تكبّد األراضي يتم ما .أن
molestie vitae cursus at, interdum a
elementum
لم ,في ذلك الصين األوربيين .بـ إذ واحدة وأزيز ّ
فكانت باستخدام .وصل عن هامش ليتس ّنى, ّ الخطة الساحل الن .إعالن التغييرات اال بـ ُهزم
tortor. Praesent vel egestas orci. Ut
malesuada tortor nunc, nec tristique
vitae pellentesque magna, sit amet
lacus auctor non. Phasellus et sapien
هو .ما ذات قدما األرواحّ . دفة هناك الشتوية
أن ,أي وحرمان الموسوعة أخذ .وتم قد الدول
aliquam lorem. Mauris porttitor leo
vestibulum
مهمات ,و فصل فا ّتبع ومن من ,مع بعد أصقاع ّ
الشطر ,اوروبا للسيطرة األوروبية من لها.
معارضة استرجاع أضف ,عرض األولى اإلمداد
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ut
erat
molestie
amet,
maximus sem gravida volutpat.
elit.
sit
dolor
ipsum
adipiscing
Lorem
Pellentesque
fringilla
consectetur
semper.
dictum
leo
id nec lacus. Mauris iaculis odio
SECTION 3
CORPORATE COLOR SYSTEM THE CORPORATE COLORS PRIMARY COLOR SYSTEM SECONDARY COLOR SYSTEM
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THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the Naqsha corporate identity program. The
use of these colors will contribute to the cohesive and harmonious look of the
colors below are recommendations for various media. A palette of primary colors
Naqsha brand identity across all relevant media. Check with your designer or
has been developed, which comprise the “One Voice� color scheme. Consistent
printer when using the corporate colors that they will be always be consistent.
PRIMARY COLOR SYSTEM
PRIMARY COLOR BLACK
COLOR CODES
-
Pantone : Solid Black
Explanation: The Naqsha Company has three official colors: Black and White.
company.
: C000 M000 Y000 K100
COLOR TONES
These colors have become a recognizable identifier for the
CMYK
100 %
80 %
60 %
40 %
Usage:
20 %
Use them as the dominant color
THE GRADIENT
palette for all internal and external visual presentations of the company.
Black Gradient
SECONDARY COLOR SYSTEM -
COLOR CODES Tones
complementary to our official
Tones
Secondary colors should be used
Tones
: C100 M068 Y000 K052
CMYK
: C098 M000 Y072 K061
COLOR CODES
sparingly, that is, in less than 10 percent of the palette in one piece.
CMYK
COLOR CODES
colors, but are not recognizable identifiers for Naqsha company.
: C000 M010 Y000 K051
COLOR CODES
Explanation:
The Secondary colors are
CMYK
CMYK
: C000 M010 Y079 K020
Usage:
Use this palette when additional colors are required for applications such as brochures and other collaterals, or for color coding. Tints of these colors may also be used to provide a wider range of choices.
Tones
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SECTION 4
CORPORATE STATIONERY THE COMPANY LETTERHEAD THE COMPANY BUSINESS CARD THE ENVELOPE LOGO PLACEMENT
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THE COMPANY LETTERHEAD PARAMETER
Dimensions
Weight
297 x 210mm
120g/m Uncoated
CMYK
DIN A4
white
THE COMPANY LETTERHEAD Explanation: This shows the approved layouts with the primary elements of the Naqsha stationery system for the frontand backside of the letterheads.
July, 18th 2020 Dear Mr. Mohammed Creative Director
Usage: The letterhead will be used for all official communication that is going out of Naqsha company.
Color plays an important role in the Grey Agency´s corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Grey Agency´s brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent. Excero mo dit voluptatur, quunti ra dolupta sit quat archicatibus rae ni arum remque repel iliquo ipsaper atibusant mint quam fuga. Itate cus, ut eum estiam ium ipsametur, siminctus dolest arum consed quiberum nihici aut voluptaque consedi blanis a num eicto optassi nverumquis auda con peptate reperep udantiis sed uatiis mo ea verferes des essinctet parum quaspe solupta et et dolorum t. As et ut dolut voloritatium explige ndenditia dolum erci omni beariberia que dist officabo. Icillabo. comnienis as accusda a niet autam, qui blaborem quibusdam, te pro ilignim iliciate enis restendae nonseditibus ent fugitatius alis ate ipsam quiam re volut que ea quist, occullabo. Ut et etur? Aditi comnimus ullacea tiant, se ne volupta dolut dit imodipsum esciur? Udio cus nest evella nest que aute nis eos eaquo quidusdae ea vel entoritae culloru ptatecab ident. Berst Regards
abdullah MohaMMad CEO
P.O. Box 12345 Riyadh 678910 KSA | T: +966 11 293 2100 | F: +966 11 293 3210 | info@naqsha.com.sa
www.naqsha.com.sa
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THE COMPANY BUSINESS CARD PARAMETER
Dimensions
Weight
85 x 55 mm
400g/m
CMYK
Uncoated white
THE COMPANY BUSINESS CARDS
Frontside
-
Abdulaziz Alsudais General Manager
Explanation: This shows the approved layouts with the primary
P.O. Box 12345 Riyadh 678910 KSA T: +966 11 293 2100 | F: +966 11 293 3210 a.alsudais@naqsha.com.sa
elements of the Naqsha stationery system for business cards. Usage: The business cards will be used for all official contact and communication of Naqsha company. Insert the Naqsha letterhead and send your documents throughout the
Backside
world.
w w w.naqsha.com.sa
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THE COMPANY BUSINESS CARD PARAMETER
Dimensions
Weight
220 x 110 mm
400g/m
CMYK
Uncoated white
THE COMPANY ENVELOPE Explanation: This shows the approved layouts with the primary elements of the Naqsha stationery system for envelopes.
P.O. Box 12345 Riyadh 678910 KSA | T: +966 11 293 2100 | F: +966 11 293 3210 | info@naqsha.com.sa
www.naqsha.com.sa
* Please use the (provided) actual size
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STATIONERY SET SAMPLE MOCK-UP
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CORRECT LOGO PLACEMENT PARAMETER
Example 297 x 210 mm DIN A4
THE LOGO PLACEMENT Explanation: To place the Naqsha logo in the correct way please use one of the approved styles that are shown on the right. To place the Naqsha logo in other ways is not allowed.
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SECTION 5
CORPORATE APPLICATION DRAWSTRING BAGS CAPS & GIFT BOX CATALOG / BROCHURE WEBSITE HOMEPAGE SIGNAGES UNIFORM VEST KIOSK PAPER BAG
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DRAWSTRING BAGS POLYESTER MATERIAL LEATHER MATERIAL
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CAPS SNAPBACK
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GIFT BOX
7 PCS ASSORTED CAPS INSIDE THE BOX
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CATALOG / BROCHURE
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WEBSITE HOMEPAGE
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SHOP SIGNAGE
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VEST UNIFORM
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KIOSK
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PAPER BAG
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While no guidelines can cover every possible contingency, this will provide the framework on which to build a living identity which should be able to evolve over time. The guidelines indicated in this corporate manual should be flexible enough to allow creative expression to shine through. Therefore, they should be treated as a firm foundation on which to build creative excellence, rather than being restrictive.
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CORPORATE IDENTITY MANUAL 2020 V.1