Visual Identity Document by Henry Pascual

Table of Contents 01 About the Brand 3

Introduction

02 Graphic Layout 5 6 7 8 9 10 11 12 13 14 15 17

The PROTRADER Color Palette The PROTRADER Logo The PROTRADER Logo Colors Logo Spacing Logo Sizing Acceptable PROTRADER Logo Use Unacceptable PROTRADER Logo Use The PROTRADER and Logo Lockup PROTRADER and Logo Colors and Usage PROTRADER and Logo Spacing PROTRADER Typography PROTRADER Background Pattern

03 Marketing Resources 19 20

23 24 25 26 27 28 29 30

Advertising General Print Advertising Banners & Backdrops Standing Banner Large Banner Pattern Backdrops Brochure Corporate Gifts Email Campaigns Email Signatures Stationery Letterhead Envelope Business Card Videography

Table of Contents / Protrader Visual Identity Document Version 01

01 About the Brand Introduction The Protrader Brand Identity & Style Guide provides comprehensive guidance on visuals. Whether the context is global or local, a large multi-national client or a small advertising agency, a major media announcement or a short tweet, protocols must be followed by everyone to protect and leverage the Protrader brand. The guidelines provide directions on how to display the Protrader logo and background pattern that are essential to the visual foundation of Protrader. Examples are provided for a variety of mediums such as conference displays, publicity and promotions.

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02 Graphic Layout 7 8 9 10 11 12 13 14 15 16 17 19 20 24

The Protrader Color Palette The Protrader Logo The Protrader Logo Colors Logo Spacing Logo Sizing Acceptable Protrader Logo Use Unacceptable Protrader Logo Use The Protrader and Logo Lockup Protrader and Logo Colors and Usage Protrader and Logo Spacing Protrader Typography Protrader Tagline Protrader Triangular Pattern Protrader Imagery

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The Protrader Color Palette

Primary Color Palette

Pantone 537 C

Pantone 312 C

The Protrader Logo consists of a specific set of blue tones colors, that are specified below. These three colors are the Primary Color Palette of Protrader. The Secondary Color Palette can be introduced when additional colors are needed for graphics, charts and call-outs, but it must not be used without the primary colors being dominant. The Protrader Logo may not be recolored using the secondary palette.

Pantone 540 C

C = 32% M = 17% Y = 11% K = 0%

C = 93% M = 0% Y = 17% K = 0%

C = 100% M = 78% Y = 42% K = 38%

R = 185 G = 198 B = 215

R=0 G = 166 B = 206

R=0 G = 48 B = 87

Secondary Color Palette

Pantone Cool Grey 2 C

Pantone 7454 C

Pantone 5405 C

Pantone 7699 C

Pantone 5395 C

Pantone 116 C

C = 22% M = 16% Y = 18% K = 1%

C = 67% M = 36% Y = 15% K = 2%

C = 72% M = 43% Y = 31% K = 15%

C = 81% M = 48% Y = 23% K = 19%

C = 100% M = 77% Y = 53% K = 68%

C = 0% M = 20% Y = 96% K = 0%

R = 208 G = 207 B = 205

R = 95 G = 141 B = 181

R = 78 G = 115 B = 138

R = 51 G = 100 B = 136

R=8 G = 31 B = 45

R = 255 G = 205 B=0

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The Protrader Logo The Protrader Logo consists of Ebrima typeface, a stylized “TRA”, and the 3 graphic triangles represent as a roof or a shield. The Protrader Logo must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially. The following pages will detail the use of the Protrader Logo, color specifications, spacing and size requirements.

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The Protrader Logo Colors The Protrader Logo consists of a specific set of colors, blue tones, specified at right. Included are color specifications for two and four-color printing, web and digital display. The noted colors should be used for the logo at all times. The Protrader Logo is typically used over a white background and may be used reversed out of a blue background as shown.

PROTRADER Logo Colors

Pantone 537 C

Pantone 312 C

Primary Logo Usages

Additional standards for acceptable use are detailed in the following pages.

Pantone 540 C

On white background C = 32% M = 17% Y = 11% K = 0%

C = 93% M = 0% Y = 17% K = 0%

C = 100% M = 78% Y = 42% K = 38%

R = 185 G = 198 B = 215

R=0 G = 166 B = 206

R=0 G = 48 B = 87

Secondary Logo Usages

On dark background

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Logo Spacing In order for the Protrader Logo to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.

PROTRADER Logo Area of Isolation

X X

No graphic element which is not part of the Protrader Logo may be placed in the area “x” surrounding it. This area, also called the “area of isolation,” is derived by using the Protrader Logo’s letter height “x” as a unit of measurement. The grid surrounding the Protrader Logo helps to visualize the distance and spacing protecting it in a layout for print or digital media.

Spacing and isolation on white background

X X

Spacing and isolation on dark background

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Logo Sizing

PROTRADER Logo Minimum Size in Print

In order for the Protrader Logo to maintain its integrity and visibility, it should not be reproduced smaller than the recommended size.

25mm wide.

To maintain legibility in print, the PROTRADER Logo should never appear smaller than 25mm wide.

PROTRADER Logo Typical Sizes in Print

30mm wide.

60mm wide.

Typical sizes for good legibilty of the PROTRADER Logo are shown above. The PROTRADER Logo can be used larger than this, keeping in mind good layout principles and use of the area of isolation grid.

Minimum Web/Digital Resolution

175 px wide.

To maintain legibility in digital media, the PROTRADER Logo should never be used smaller than 175 pixels wide. This includes website usage, email signatures, online and mobile apps. Care should be taken with raster images and formats (JPEG, PNG, GIF) to ensure they are sized properly and do not appear blurry or pixelated when in use.

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Acceptable Protrader Logo Use The following are examples of acceptable Protrader Logo usage in conjunction with color fields and photographic imagery.

PROTRADER Logo on Color Field

These are the only acceptable colors and variations unless otherwise specified in this manual. If you have a special case, contact the Protrader Global Marketing Lead for authorization at info@protrader.ae 01 Corporate colors on white

02 Corporate colors on blue

03 Corporate colors on light blue

04 Corporate colors on 10% or less

05 Grayscale on white can be used

06 Grayscale on black can be used only

screen of black

only in one-color print applications

in one-color print applications

PROTRADER Logo on Photography

01 Color logo on a very light

02 Reversed over dark photo

03 Reversed over approved photo tint

photographic background with less than 20% ink coverage

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Unacceptable Protrader Logo Use This page illustrates a series of changes to the Protrader Logo which are not allowed in any way.

The Protrader Logo must not be distorted, and a shadow cannot be applied. Its shape must always be maintained and the ratio between elements must not be modified.

02 01 Do not distort the PROTRADER Logo by compressing horizontally, vertically or applying a shadow.

The Protrader Logo must not be used over any nonapproved colored backgrounds, or photographic backgrounds that do not provide adequate contrast.

The Protrader Logo must never be recolored or screened back in an illegible manner that infringes on its clearspace.

Special Effects 02 Do not use the PROTRADER Logo on any low-contrast photographic or non-approved colored backgrounds.

Special effects cannot be applied to the Protrader Logo such as drop shadows, 3D effects, Photoshop beveling or embossing, posterization, distortion or recoloring that does not conform to the identity standards.

Unacceptable Usage

Following are unacceptable uses of the Protrader logo: • Manufacturing, selling or giving away merchandise items bearing the Protrader logo without permission. 03 Do not recolor, screen back or crop the PROTRADER Logo improperly. Be careful that the colors remain true to the standards.

• Registering any trademark, domain name, or other name that is confusingly similar to the Protrader trademark. This includes digital channels such as Twitter and Facebook feeds.

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The Protrader Logo Lockup The Protrader and Logo lockup consists of the Protrader Logo and the Logo to be used together in a specifed manner. The pairing should only be used in rare circumstances, as Protrader is a stand-alone brand. The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially. The following pages will detail the use of the Protrader and Logo lockup color specifications, spacing and size requirements.

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Protrader and Logo Colors and Usage The Protrader and Logo lockup consists of the Protrader Logo and the Logo to be used together in a specifed manner. The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially.

On white background

The Protrader and Logo consists of a specific set of colors. Included are color specifications for 4-color printing, web and digital display. The noted colors must be used for the logo at all times. The Protrader and Logo lockup is typically used over a white background and may be used reversed out of a blue background as shown.

On dark blue background

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Protrader and Logo Spacing In order for the Protrader and Logo lockup to be clearly legible in the context of surrounding graphics and information, the spacing rules must be followed.

X X X

X X

No graphic element which is not part of the Protrader and Logo lockup may be placed in the “x” area surrounding it. This area, also called the “area of isolation,” is derived by using the Protrader Logo’s lowercase letter height “x” as a unit of measurement. The grid surrounding the Protrader and Logo lockup helps to visualize the distance and spacing surrounding it in a layout for print or digital media. The logo lockup must not be redesigned in any way. It must not be distorted or modified, and it must always be shown whole and never reproduced partially. The following pages will detail the use of the Protrader and Logo lockup color specifications, spacing and size requirements.

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Protrader Typography Primary Typeface

Cronos Pro Light

Cronos Pro Italic Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Cronos Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Cronos Pro italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Cronos Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Cronos Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Aa Aa

The primary typeface chosen to convey the Protrader identity is Cronos Pro, which is the preferred typeface on all Protrader materials. To create a clean, cohesive appearance, the use of no more than two different typeface families in a document is recommended. This includes design elements such as callouts and photo captions. This primary typeface is available in three weights: light, roman and bold. For every weight an italic version is also available.

Aa Aa Aa Aa 02 Graphic Layout / Protrader Visual Identity Document Version 01

Protrader Typography Secondary Typeface Cronos Pro is the preferred typeface on all Protrader materials. When Cronos Pro is not available, the secondary typeface chosen to convey the Protrader identity is the typeface Microsoft Yahei. This typeface is available in two different weights: regular and bold. All the weights are available in italic.

Microsoft YaHei Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Microsoft YaHei Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

Microsoft YaHei Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()

It is advisable to use this font in online and electronic media. This font has been chosen as a secondary typeface because it is clearly legible, both on printed and digital materials, and because it is a default font available on most devices.

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Background Pattern The background pattern must be used sparingly to reinforce the brand. It should never distract from the messaging or primary visual(s). The pattern should never occupy more than 30% of the total surface area. The Backround pattern can only be use only once across the same surface. (Optional) Tagline or caption over the pattern.

What is Lorem Ipsum? Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Why do we use it? It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).

Where does it come from? Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

Generic background pattern

30% background pattern

Let’s Work Together.

Background pattern with image

Why do we use it? It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose (injected humour and the like).

Your Trusted Global Building Material Supplier

(Optional) Tagline over the background pattern

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03 Marketing Resources 19 20

23 24 25 26 27 28 29 30

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Advertising General Print Advertising Templates for both vertically and horizontally formatted advertisements have been developed (see examples).These templates can be adjusted to any proportion to suit each use case. Never attempt to recreate an advertising template.

Vertical format

Horizontal format

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Banners & Backdrops Standing Banner Following are examples using the template for standing banners (also called “standees” or “pull-up banners”) At least two banners must be produced in each target country. The banners can be translated into other languages as well.

With image format

Generic format

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Banners & Backdrops Large Banner Large banners allow the branding of entire walls and are ideal for outdoor event spaces to bring strong attention to the brand.

Large format banner sample

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Banners & Backdrops Repeating Pattern Backdrops Backdrops provide an opportunity for greater media coverage during various types of events. When space or line-of-sight is at a premium a backdrop with a repeating logo pattern ensures the greatest visibility.

Repeating pattern backdriop

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Brochure The PROTRADER brochure is a 16-page, self-cover document that should be printed for hand-out purposes and also displayed digitally within the Brochure section on the PROTRADER website. The brochure can be translated into the respective language and customized on the following pages:

Cover sample

Pages sample

Back cover sample

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Corporate Gifts Corporate gifts in the form of a branded box & notebook have been created that provide background information. The notebook is a classic off white, with the pattern embossed on the front, and the PROTRADER Logo appearing on the front cover. Notebooks can be customized with the owner’s name appearing on the front, or notebooks can be purchased in bulk without a namesake.

Corporate gift set sample

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Email Campaigns The PROTRADER Team has developed two email products, each with their own campaign header.

Trading Tips

News Updates

for stories about trading tips, financing, and more, sent to PROTRADER users and those who have signed up for Trading Tips on the PROTRADER website. Trading Tips are part of a marketing automation or “educational series” where users are sent an email on a monthly basis triggered by their sign-up.

News Updates for programmatic announcements that aren’t technical, sent to PROTRADER users.

SHARE MARKET TODAY

Trading Tips Emailer

humour and the like). Where does it come from? Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

News Updates Emailer

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Email Signatures

Option 01

Email signatures are one of the most important digital assets of any brand, as there are more impressions than almost any other medium due to the sheer volume of communications. For this reason, it is essential that the PROTRADER Team is in full compliance with the email templates that are available to them.

Rebecca Menes

Global Marketing Lead, PROTRADER T +971 (02) 458-2884 T +971 (02) 841-7746 E rmenes@protrader.ae W www.protrader.ae www.twitter.com/protraderbuildings www.linkedin.com/corp/protraderbuildings

Ideally, your title in your email signature should News Updates indicate your role on the PROTRADER Team. The website, Twitter handle, and LinkedIn profile for the brand should all appear within your signature, along with the PROTRADER Logo.

Email Signature sample

Option 02

Option 03

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Stationery Letterhead A4 and A3 Templates for the PROTRADER stationery can be found on OneDrive. The PROTRADER Logo appears in the upper lefthand corner of page one. It is not necessary to repeat the logo. News Updates

A3 Letterhead sample

A4 Letterhead example page

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Stationery A4 and A3 Envelopes

w ww.protrader.ae

A standard C4 envelope measures 324mm x 229mm. This is designed to fit unfolded A4 paper. Standard A4 paper size is 210mm x 297mm. Made to fit A3 paper, a C3 envelope is the biggest envelope you’ll need before moving on to a parcel or postal tube. News Updates

A4 Envelope example page

News Updates w ww.protrader.ae

A3 Letterhead sample 03 Marketing Resources / Protrader Visual Identity Document Version 01

Stationery Business Card “Credit card sized” business cards, which are 3.375” x 2.125” — the same as the standard credit card.paper size is 210mm x 297mm.

Front

News Updates News Updates

Back

w ww.protrader.ae

Business Card sample 01

w ww.protrader.ae

Business Card sample 02

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Videography File Settings Resolution

Codec

It’s recommended to upload videos in HD for quality playback. Traditional HD is 1920 pixels by 1080 pixels. 4K (AKA Ultra HD) is 3840 pixels by 2160 pixels.

Most suitable codecs for YouTube are H.264, MPEG-2 or MPEG-4. These codecs are used in most modern videos, so you’ll hardly need to change this parameter.

Aspect Ratio

Format

Use one of the standard aspect ratios: 4:3 or 16:9. When the video is uploaded to the site, YouTube will either leave it as-is (for 16:9) or add vertical black bars (for 4:3). Don’t add horizontal black bars before uploading a video.

YouTube states that the best format to use is MP4 (standard, HD and Ultra HD 4K quality).

Frame Rate Keep an original frame rate. Usually videos have the best quality if the frame rate is between 25-30 fps. with a maximum of 60 fps.

Bitrate Bitrate is highly dependent on video codec.

Type

Frame Rate Standard (24, 25, 30)

Frame Rate High (48, 50, 60)

1440 (2K)

16 Mbps

24 Mbps

2016 (4K)

35-45 Mbps

53-68 Mbps

In most cases, online media hosts (such as YouTube and Vimeo) optimize your video for online playback. However, proper settings will yield the best uploading results.

Avoid: AVI and FLV. WMV HD format, as it will lose its quality. 3GP or SWF resolutions are too small.

Audio The recommended sound parameters are MP3 or AAC format, 44.1kHz sampling rate and the highest bitrate possible, but no less than 192 kbps. Recommended music has been purchased and is available for usage in EDGE videos.

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Videography Captions

ABU DHABI

Specific Locations

Caption Style: Location example Video Style: Fly over/aerial view

MARY SAWAYA

Managing Director

Caption Style: Client example Video Style: Shot with a shallow depth of field

When citing specific locations or projects, or capturing expert commentary, proper onscreen identification is required. This is handled through the use of standardized, formated captions which call for a semi-transparent white field with text in Cronos Pro Semi- bold, set in Navy blue, and Protrader Light Blue (as shown). For a video that is translated into a local language, it is best to include a voiceover in the local language rather than captions.

Video Content

Sample Video: Emerging market/time lapse

Sample Video: Diversity/collaborative teams

A wide array of subject matters and video stylings are acceptable, with a single guiding principal — that every scenario should capture a positive message (e.g. growth, change, progress, improvement, teamwork, etc.) about General trading.

Audio Tracks Voice overs are required to speak clearly and proficiently regardless of language. Tone should be authoritative without being off-putting. The speaker’s demeanor should be that of a trusted guide.

Sample Video: Technology

Sample Video: Active progress

Music needs to be set at a volume as not to compete with any voiceovers or interviews.

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Presentation Template Minimalistic Opting for minimalistic visuals, the template incorporates the brand’s primary and secondary colours as presented in the guidelines. Likewise, the template’s main pages/slides include the logo and brand’s visual elements on the top corners to ensure a thorough consistency. Cover

Page

Page News Updates News Updates

Page

Divider

Page

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