Rawiakhansaheb 39243 processbook

Process Book & Standards Manual

content

1 process

2 standards manual

8 - Logo Research; National Post Offices

42 - brand introduction

10 - initial logo investigation

44 - precedent case study

18 - refinements towards final tthree

48 - brand personality

22 - final three selected logos

50 - benchmark sketches

24 - selected logo refinements

52 - selected concept

26 - final logo

54 - typeface studies

28- application investigation

56 - application typefaces

nts

62 - logo lock up 64 - color pallete 66 - color applications 68 - logo dos and donts 72 - logo applications

process

Logo Research; National Post Offices

10

11

Initial Logo Investigation

12

13

14

15

16

17

Emirates Post

Emirates Post

‫بريد اإلمارات‬

Emirates Post

‫بريد اإلمارات‬ Emirates Post

18

19

Refinements Toword Final Three

20

Emirates Post

Emirates Post

Emirates Post

21

Emirates Post

22

Emirates Post

Emirates Post

‫بريد اإلمارات‬ Emirates Post

‫بريد اإلمارات‬

Emirates Post

‫بريد اإلمارات‬ Emirates Post

‫ب‬ ‫ريد‬

‫ا‬ t ‫ إلما‬s Pos ‫ر‬ ‫ا‬ ‫ ت‬irate Em

‫بريد اإلمارات‬

Emirates Post

‫بري‬ ‫د‬ ‫ا‬ ‫إلم‬

‫ا‬ t ‫ رات‬es Pos rat

i Em

23

Final Three Selected Logos

24

Emirates Post

‫بريد اإلمارات‬

Emirates Post

‫بريد اإلمارات‬

Emirates Post

25

Selected Logo Refinements

26

27

Final Logo

28

Emirates Post

29

Application Investigation

30

Emirates Post Emirates Post Al Ramool, Dubai P.O.Box 9999 www.epg.gov.ae Fatma Mohamed Director T 971 (4) 2303000 F 971 (4) 2148884 E fatma.mohamed@ep.gov.ae

‫بريد اإلمارات‬ ‫ دبي‬،‫الرمول‬

9999 ‫ب‬.‫ص‬

‫فاطمة محمد‬ ‫مدير عام‬ 4 971 ‫هاتف‬ 2303000 3340333 4 971 ‫فاكس‬

fatma.mohamed@ep.gov.ae

‫بريد اإلمارات‬ Emirates Post

‫فاطمة محمد‬

Fatma Mohamed

‫مدير عام‬ 2303000 4 971 ‫هاتف‬ 3340333 4 971 ‫فاكس‬ fatma.mohamed@ep.gov.ae

Director T 971 (4) 2303000 F 971 (4) 2148884 E fatma.mohamed@ep.gov.ae

Emirates Post Al Ramool, Dubai P.O.Box 9999 www.epg.gov.ae Fatma Mohamed Director T 971 (4) 2303000 F 971 (4) 2148884 E fatma.mohamed@ep.gov.ae

‫بريد اإلمارات‬

Emirates Post

31

‫بريد اإلمارات‬

Emirates Post

Al Ramool, Dubai F 971 (4) 2148884 www.epg.gov.ae

T 971 (4) 2303000 P.O.Box 9999

2303000 4 971 ‫هاتف‬ 9999 ‫ب‬.‫ص‬

‫ دبي‬،‫الرمول‬ 3340333 4 971 ‫فاكس‬

4. November 2013 Dear Costumer,

Listiate delit, quo quas solum simos id modit adis quia vel idemolu ptatur, apides sit eatquo beaquos inctam simpossitem eum quod modis dolupit in re inimpere ere coreptatur sinvendes autat ut liquo et odi am demquae voluptatem es atur sum idi quat.

Optatem sum rerro magnias estis conet quiam vendi ipid quatior atemped qui ad quiae nonecum, officta eruptatum volecti odit quiaeptatque sequiae non rernat et in cuscil maios magnihit optaque alita quunt venis pario eostis acerum ium, si voluptas re dolor alitasp elibus adit offici beaquod et liquisim ex ex et doluptas natur aut id quostis nonsent que nonessi bernatiasi optatibus ant et volupta eruptatur, imagnit, odia volorem nimincturi dolectiuscit late nestotassum eosti offic tem re, ad quidit quo quas simus, inctotatemo tet etur?

At min resequias eos reria eturiani di bea porestibus, consed exeriatinum fuga.

Nem quo et quo quides idi ut quae pra con cumquunt estia poribus.

Vidusdae cus nim quaepta ssitiae. Sus et eaqui nimin parumqu ibusdae sum faceribus quam ut ducitatium cum fugia sinvenieni quis enectiost eturiatum auda peria diassinum que vento et, ut id quunto est, od que nestemp orepremporem esciisto maximus erci officim eratis moluptasit dita cum, quae. Udi temporro tem. Nam dolut harchictur, odicitate voluptati desenisque doloris doluptinus et volectu remporunt autaquatet lacest quae. Ped et officae ipsa voloritetur magnissim quiassi nimincil id ut od utatibus re num, conseque non et, cum facerrovit, identi dolupta eum et fugias perum re, int entem earcia dolorendel esci sume aut acest dolo optiam fuga. Aceaquo et lanti nonserum rerum estibus.

Vendi intem que dus veri atur, quisquae officipicto que solor a cones que venis nostio iducimin et aut repro dollaut que qui ad quunt omnisci occae reped et quatium rempernam quid mo te ipsumquuntur sitas dolutatquis dit est ero et omnihic ipsanditatur sunto et quiatas eniame non repere incillit, temque consequati andae diant quiscilis eliberciis ex ea sitis quam, odis qui odia comnis ni offictiostio magnihit alition sequossunt as venis nos derro explique ius si dempossedit eatemolupit moluptas solecta tquiam, vidunt ut fugit, solupta nonsequate volorehent, volupid mos et magniet, sed moles dollorro consequas aut etur simagnam eumquam volutem quassum, tet asit imus, quatus accus aci unte lia voluptis non rehentem vitin reprorum dolor ate magnien ihillendunt, oditate mporis de natiam et eatesti optatur, am volupta tecearum il ex este reptatibus res ma coresequi doluptaqui verit laut reprae omnimen issequist, odi ommolora nus volest, volupta ssinulpa dolupienihit moluptatur?

Best Regards,

32

‫بريد اإلمارات‬

Emirates Post

4 November 2013 Dear customer,

Listiate delit, quo quas solum simos id modit adis quia vel idemolu ptatur, apides sit eatquo beaquos inctam simpossitem eum quod modis dolupit in re inimpere ere coreptatur sinvendes autat ut liquo et odi am demquae voluptatem es atur sum idi quat.

Vidusdae cus nim quaepta ssitiae. Sus et eaqui nimin parumqu ibusdae sum faceribus quam ut ducitatium cum fugia sinvenieni quis enectiost eturiatum auda peria diassinum que vento et, ut id quunto est, od que nestemp orepremporem esciisto maximus erci officim eratis moluptasit dita cum, quae. Udi temporro tem.

Nam dolut harchictur, odicitate voluptati desenisque doloris doluptinus et volectu remporunt autaquatet lacest quae. Ped et officae ipsa voloritetur magnissim quiassi nimincil id ut od utatibus re num, conseque non et, cum facerrovit, identi dolupta eum et fugias perum re, int entem earcia dolorendel esci sume aut acest dolo optiam fuga. Aceaquo et lanti nonserum rerum estibus.

Vendi intem que dus veri atur, quisquae officipicto que solor a cones que venis nostio iducimin et aut repro dollaut que qui ad quunt omnisci occae reped et quatium rempernam quid mo te ipsumquuntur sitas dolutatquis dit est ero et omnihic ipsanditatur sunto et quiatas eniame non repere incillit, temque consequati andae diant quiscilis eliberciis ex ea sitis quam, odis qui odia comnis ni offictiostio magnihit alition sequossunt as venis nos derro explique ius si dempossedit eatemolupit moluptas solecta tquiam, vidunt ut fugit, solupta nonsequate volorehent, volupid mos et magniet, sed moles dollorro consequas aut etur simagnam eumquam volutem quassum, tet asit imus, quatus accus aci unte lia voluptis non rehentem vitin reprorum dolor ate magnien ihillendunt, oditate mporis de natiam et eatesti optatur, am volupta tecearum il ex este reptatibus res ma coresequi doluptaqui verit laut reprae omnimen issequist, odi ommolora nus volest, volupta ssinulpa dolupienihit moluptatur?

Best Regards,

Al Ramool, Dubai F 971 (4) 2148884 www.epg.gov.ae

T 971 (4) 2303000 P.O.Box 9999

2303000 4 971 ‫هاتف‬ 9999 ‫ب‬.‫ص‬

‫ دبي‬،‫الرمول‬ 3340333 4 971 ‫فاكس‬

Optatem sum rerro magnias estis conet quiam vendi ipid quatior atemped qui ad quiae nonecum, officta eruptatum volecti odit quiaeptatque sequiae non rernat et in cuscil maios magnihit optaque alita quunt venis pario eostis acerum ium, si voluptas re dolor alitasp elibus adit offici beaquod et liquisim ex ex et doluptas natur aut id quostis nonsent que nonessi bernatiasi optatibus ant et volupta eruptatur, imagnit, odia volorem nimincturi dolectiuscit late nestotassum eosti offic tem re, ad quidit quo quas simus, inctotatemo tet etur?

At min resequias eos reria eturiani di bea porestibus, consed exeriatinum fuga. Nem quo et quo quides idi ut quae pra con cumquunt estia poribus.

33

Emirates Post P.O.Box 9999 Al Ramool, Dubai United Arab Emirates T 971 (4) 2303000 F 971 4 2148884 www.epg.gov.ae

9999 ‫ب‬.‫ص‬ ‫ دبﻲ‬،‫اﻟرمﻮل‬ ‫اإلمارات اﻟﻌربﻴﺔ اﳌﺘﺤدﺓ‬ 2303000 4 971 ‫ﻫاﺗﻒ‬ 3340333 4 971 ‫ﻓاﻛﺲ‬

4. November 2013

Listiate delit, quo quas solum simos id modit adis quia vel idemolu ptatur, apides sit eatquo beaquos inctam simpossitem eum quod modis dolupit in re inimpere ere coreptatur sinvendes autat ut liquo et odi am demquae voluptatem es atur sum idi quat.

Optatem sum rerro magnias estis conet quiam vendi ipid quatior atemped qui ad quiae nonecum, officta eruptatum volecti odit quiaeptatque sequiae non rernat et in cuscil maios magnihit optaque alita quunt venis pario eostis acerum ium, si voluptas re dolor alitasp elibus adit offici beaquod et liquisim ex ex et doluptas natur aut id quostis nonsent que nonessi bernatiasi optatibus ant et volupta eruptatur, imagnit, odia volorem nimincturi dolectiuscit late nestotassum eosti offic tem re, ad quidit quo quas simus, inctotatemo tet etur?At min resequias eos reria eturiani di bea porestibus, consed exeriatinum fuga. Nem quo et quo quides idi ut quae pra con cumquunt estia poribus.

Vidusdae cus nim quaepta ssitiae. Sus et eaqui nimin parumqu ibusdae sum faceribus quam ut ducitatium cum fugia sinvenieni quis enectiost eturiatum auda peria diassinum que vento et, ut id quunto est, od que nestemp orepremporem esciisto maximus erci officim eratis moluptasit dita cum, quae. Udi temporro tem. Nam dolut harchictur, odicitate voluptati desenisque doloris doluptinus et volectu remporunt autaquatet lacest quae. Ped et officae ipsa voloritetur magnissim quiassi nimincil id ut od utatibus re num, conseque non et, cum facerrovit, identi dolupta eum et fugias perum re, int entem earcia dolorendel esci sume aut acest dolo optiam fuga. Aceaquo et lanti nonserum rerum estibus. Vendi intem que dus veri atur, quisquae officipicto que solor a cones que venis nostio iducimin et aut repro dollaut que qui ad quunt omnisci occae reped et quatium rempernam quid mo te ipsumquuntur sitas dolutatquis dit est ero et omnihic ipsanditatur sunto et quiatas eniame non repere incillit, temque consequati andae diant quiscilis eliberciis ex ea sitis quam, odis qui odia comnis ni offictiostio magnihit alition sequossunt as venis nos derro explique ius si dempossedit eatemolupit moluptas solecta tquiam, vidunt ut fugit, solupta nonsequate volorehent, volupid mos et magniet, sed moles dollorro consequas aut etur simagnam eumquam volutem quassum, tet asit imus, quatus accus aci unte lia voluptis non rehentem vitin reprorum dolor ate magnien ihillendunt, oditate mporis de natiam et eatesti optatur, am volupta tecearum il ex este reptatibus res ma coresequi doluptaqui verit laut reprae omnimen issequist, odi ommolora nus volest, volupta ssinulpa dolupienihit moluptatur?

Head of Public Relations Khalid Essa

COMMUNIQUE 34

35

‫بريد اإلمارات‬

Emirates Post

٩٩٩٩ ‫ﺏ‬.‫ﺹ‬ Al Ramool, Dubai

‫بريد اإلمارات‬ Emirates Post Al Ramool, Dubai T 971 (4) 2303000 F 971 (4) 2148884 P.O.Box 9999 www.epg.gov.ae

36

٣٣٤٠٣٣٣ ٤ ٩٧١ ‫ﻓاﻛﺲ‬ T 971 (4) 2303000

٢٣٠٣٠٠٠ ٤ ٩٧١ ‫ﻫاﺗﻒ‬

‫ ﺩبﻲ‬،‫اﻟرمﻮﻝ‬

F 971 4 2148884

P.O.Box 9999

www.epg.gov.ae

‫بريد اإلمارات‬ Emirates Post

Al Ramool, Dubai F 971 (4) 2148884

T 971 (4) 2303000 P.O.Box 9999

www.epg.gov.ae

2303000 4 971 ‫هاتف‬ 9999 ‫ب‬.‫ص‬

‫ دبي‬،‫الرمول‬ 3340333 4 971 ‫فاكس‬

‫بريد اإلمارات‬

Emirates Post

Al Ramool, Dubai T 971 (4) 2303000 F 971 (4) 2148884 P.O.Box 9999 W www.epg.gov.ae

37

38

39

40

41

standards

manual

brand introduction

44

emirates post

Postal Service in the UAE dates back to 1909, where it was managed by the british. Emirates Post is one of the leading postal organizations in the Middle East. The Brand is driven to be commercially vibrant. Emirates Post dileveres many services some of which are Postal services, Utility Bills and payment sevrices, and govermental services.

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precedent case study

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swiss post

I chose the swiss post for my precedent study, because the brand itself is visually

vibrant. after observing the brand more and reasearching I was even more inspired by it and by the attention to details and the use of the dominant color.

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Spezifikation Versenden – Adressiert national und international Korrekte Adressierung

Zusätzliche Vorgaben für Auslandssendungen Es gelten die Adressierungs- und Gestaltungsbestimmungen für Inlandssendungen. Es dürfen bei der Adressierung von Auslandssendungen vor der Postleitzahl keine ISO-Ländercodes (etwa «DE» für Deutschland) angebracht werden. Schreiben Sie den Ländernamen in französischer oder englischer Sprache auf der untersten Adresszeile in lateinischer Schrift und in Grossbuchstaben. Für Sendungen in die Nachbarländer der Schweiz können Sie es in der jeweiligen Landesprache vermerken. Bringen Sie rechts und unterhalb der Adresse keine Aufdrucke, Vermerke oder Klebezettel an.

Mr. J. de Vries Adrianastraat 34 1035 SE Amsterdam NETHERLANDS Bei URGENT-Sendungen sind Postfach- und Postlageradressen nicht zugelassen, bei PRIORITY- und ECONOMY-Sendungen nur bedingt. Erkundigen Sie sich bei Ihrer Kundenberaterin oder Ihrem Kundenberater, bei unserem Kundendienst (Gratisnummer 0800 888 100) oder unter www.post.ch/info­int ➝ Distribution international.

Detaillierte Informationen zur Adressierung von Auslandssendungen finden Sie unter www.post.ch/ briefgestaltung ➝ Adressierung.

204.95 de (232675) 07.2013 PM

Die weltweiten Adressnormen finden Sie in der Broschüre des Weltpostvereins: «Post*Code® – Postal Addressing Systems». Ein Verkaufspreis wird verrechnet. Die Adressnormen stehen auch unter www.upu.int (Resources ➝ Postcodes ➝ Addressing Systems in member countries) kostenlos zur Verfügung.

Post CH AG PostMail Viktoriastrasse 21 3030 Bern

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www.post.ch/briefgestaltung Telefon 0848 888 888 kundendienst@post.ch

Delivery vehicles of Swiss Post International Specifications for white stripe and keyword

The white stripe and the keyword on a Swiss Post yellow background are typical branding elements of Swiss Post.

White stripe

White stripe On delivery vans the white stripe appears on the long sides along the lower half of the vehicle. It should be placed in such a way as to give the impression that the stripe runs around all four sides, i.e. the bumpers must project slightly beyond the white stripe so that the stripe remains ”invisible” at the front and rear. The dimensions of the stripe depend on the features of the particular model (e.g. rubbing strips, door cutouts, wheel arches) and where exactly they are positioned on the vehicle.

White stripe and keyword

worldwide

Keyword The keyword is positioned with the lower edge or descender (p) on the white stripe. An exception may need to be made if the vehicle has all-round rubbing strips. The size of the keywords is proportionate depending on the specific vehicle model. The use of keywords is specified under ”Design elements” on Branding Net.

Delivery vehicles of Swiss Post International Specifications for white stripe and keyword 17

Extract from Swiss Post's Corporate Design.

For internal use only. © Swiss Post, 20 July 2010

General principles English corporate logo Visual anchor points

Outside Switzerland, Swiss Post operates under the English ”Swiss Post” core brand. The following pages show how the English corporate logo is to be used and the principles to be applied. The principles are valid for all vehicle types and must be taken into account when applying the different branding elements.

Minimum distances

For vehicles that are used in Switzerland, the branding principles of the German or trilingual corporate logo apply.

x

x x x The vertical anchor points for the English corporate logo are on the lower left-hand edge of the logotype and the extreme right-hand point of the Swiss cross. The horizontal anchor points are the upper and lower edges of the logotype.

x Branding elements – English corporate logo – colours (Swiss Post yellow and white) – keyword (on vehicles with large sides)

The height of the white logo stripe defines the distance x. A clear space around the logo, x in height, is the minimum distance to be maintained. The logo is always set against a Swiss Post yellow background.

Logo sizes Scale 1:30, measurements in mm

326

307

Minimum distances Minimum distances must be maintained from technical vehicle elements (e.g. trim).

English corporate logo with specified Swiss Post yellow background Scale 1:10, measurements in mm

1 245

Logo sizes The English corporate logo comes in four standard sizes.

For service vehicles, there are English stickers with specified Swiss Post yellow background.

The right size to use is described in the specifications.

96

2 400 The positioning of the English corporate logo is determined in relation to a visually striking line or technical feature (e.g. windows, doors, edges, etc.).

3 600 4

1400 Extract from Swiss Post's Corporate Design.

For internal use only. © Swiss Post, 20 July 2010

General principles English corporate logo 5

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brand personality

50

brand personality

dynamic vibrant efficiant traditional

brand summary My intial idea was choosing a paper plane to represent the post office, to communicate efficiency and promptness. The colors are inspired by a more traditional aspect which is the desert dunes, which also serves as being commercially vibrant

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benchmark sketches

52

53

selected concept

54

55

typefaces study

56

‫بريد اإلمارات‬

‫‪Emirates Post‬‬

‫بـريـد اإلمــارات‬

‫‪Emirates Post‬‬

‫بـريد اإلمارات‬

‫‪Emirates Post‬‬

‫بريد اإلمارات‬

‫‪Emirates Post‬‬

‫بريد اإلمارات‬

‫‪Emirates Post‬‬

‫بريد اإلمارات‬ ‫بريد اإلمارات‬ ‫بريد اإلمارات‬

‫‪57‬‬

‫‪Emirates Post‬‬ ‫‪Emirates Post‬‬ ‫‪Emirates Post‬‬

‫بريد اإلمارات‬

‫‪Emirates Post‬‬

‫بريد اإلمارات‬

‫‪Emirates Post‬‬

‫بـريـد اإلمـارات‬

‫‪Emirates Post‬‬

application typefaces

58

primary typefaces

Rotis Sans Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxxyz 0123456789?!*

GE Thameen

‫أبتثجحخدذرزسشصض‬ ‫ط ظعغف قكل منوءي‬ *!‫؟‬0123456789

secondary typefaces

Futura

Nassim Arabic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxxyz 0123456789?!*

‫أبتثجحخدذرزسشصض‬ ‫ط ظعغف قكل منوءي‬ *!‫؟‬0123456789

Rotis Sans Serif and GE Thameen are the primary English and Arabic typeface for Emirates Post. They is used in all the official Business Papers and it is the type face used in the logo. Futura and Nassim Arabic are the secondary typfaces. Nassim Arabic used as body text in all official papers and Futura used only in Advertisements and posters.

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logo markup

Minimum size

Emirates Post

Maximum size

Emirates Post

60

Minimum size

Emirates Post

Maximum size

Emirates Post

The minimum size is used in Business cards and the lines shouldnt be less than 0.5mm The maximum size is used in the interior and extrior signage of the offices.

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Emirates Post

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final logo Colored version must be used in all the official business papers, press release and logo applications such as corporate giveawyas, vehicles and advertisments.

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logomark lockup

64

Emirates Post

Emirates Post

For the lock up the shap of the last letter in the Arabic type is used. between the logo type and the logo icon there should be two shapes.

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color pallete

66

primary colors

Pantone 109 U C:0 M:14 Y:91 K:3 R:247 G:212 B:23 Hex: #f7d417

Pantone 532 U C:24 M:20 Y:0 K:79 R:41 G:43 B:54 Hex: #292b36

secondary colory

Pantone 7449 U C:55 M:80 Y:55 K:65 R: 53 G:14 B:32 Hex: #350E20:

Pantone 549 U C:44 M:8 Y:9 K:19 R:94 G:153 B:170 Hex: #6399ab

Pantone 7425 U C:0 M:76 Y:54 K:24 R:194 G:46 B:89 Hex: #c22e59

Primary Colors are used in the logo itself. secondary colors are used only in the background of posters, displays, applications and advertisments.

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color applications

68

Emirates Post

Emirates Post

The colors above are the only colors that can be used as background for the logo. The Logo Shoould always have the same colors unless placed on a yellow background in that case, the lines can be changed to white instead of yellow.

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logo dos and donts

70

do

Emirates Post

Emirates Post

Emirates Post

Emirates Post

Emirates Post

Emirates Post

71

do not

t

Emirates Pos

Emirates Post

ost P s

ate

ir Em

Emirates Post

Emirates Post

Emirates Post

Emirates Post

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Emirates Post

Emirates Post

Emirates Post

Emirates Post

Emirates Post

Emirates Post

Emirates Post

Logo should always remain straight when applied. Logo should not be stretched or shrinked. The type should always be placed on the right side. Logo should not be placed against dark backgrounds.

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logo applications

74

business papers The Business Papers are made up of a letter head which includes first and second page.

Business cards both bilingual, English and Arabic. As well as an envelope and invoice.

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envelope

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pr

-

communications PR Communication includes the Press Kit, communique, posters and advertisements.

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Advertisements - Posters

letters

Emirates Post

86

st

s Po

irate

Em

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bills

Emirates Post

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bills

Emirates Post

89

packages

Emirates Post

90

packages

Emirates Post

91

facilities signage Exterior and Interior Logo application of the emirates post offices, and poster displays in the entrance of the offices.

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corporate giveaways

Corporate giveaways include a notebook, paper bag, USB , and notepads with two different colors.

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Notepad

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3d

applications Vehicle applications, Mail Bag, Uniform and an introduction to new form of mail box.

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No. 2660 Emirates Post

No.2660 Emirates Post

No. 2660 Emirates Post

No. 2660

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Emira

No

103

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Rawia Khansaheb Professor Paul Bantey College of Architecture, Art, and Design American University of Sharjah