Medical City Branding & Guidelines

BRAND GUIDELINES Version 1 October 2015

Logo Description

Color of Nature

BOTANICAL Medical Botany

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

The Brandmark

A1

A2

E1

C1

C2

E2 B1

D1

D2

B2

The Sheikh Shakhbout Medical City logotype and symbol should never be separated. The brandmark has been specially drawn and should never be redrawn, altered or recreated in any way, and the spatial relationship between the elements should never be changed. Digital artwork is available from the Marketing Department. Details of colour reproduction, minimum space requirements and technical considerations when reproducing on different materials are covered in later chapters.

This is the primary brandmark for Sheikh Shakhbout Medical City. It consists of 2 elements - the symbol - the logotype Technical specification: A1=A2 B1=B2 C1=C2 D1=D2 E1=E2

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

The Brandmark Colour Palette

Primary colour palette 100%

100%

80%

100%

80%

80%

PANTONE P 129-4 C

PANTONE P 146-9 C

PANTONE P 154-9 C

C51 M0 Y27 K24

C31 M0 Y35 K12

C17 M0 Y36 K05

100%

There are five primary colours derived from the brandmark itself. Shown opposite are the primary colours.

NB. The colours illustrated here must not be used as an exact reference. Use the PANTONE coding

100%

80%

80%

PANTONE P 157-10 U

PANTONE Process Black

C17 M0 Y36 K05

C0 M0 Y0 K100

PANTONE is a registered trademark of Pantone, Inc. When matching colours please refer to the original Pantone colour references.

Depending on whether these guidelines are being viewed in print or on-screen, the colours shown may vary from PANTONE colour standards.

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

The Brandmark Variations

The colour symbol and logo type have been designed to be placed on either white, blue or black backgrounds without further modification. The wordmark simply changes from black to white. The logo may be placed on different background colours that offer suitable contrast with the logo.

Standard format

Reverse white standard format

Gray scale

Reverse white greyscale

Single color

Reverse white single color

In extreme cases, a single colour version of the brandmark may be used. For example, this version may be used on a fax page, or engraving onto hard surfaces i.e metal and glass, which does not require the use of tone or colour.

Later in this document you will see examples of applications which use either a white or black background.

In itself, this simple choice adds a sense of clarity to the brand. There is no strict rule as when to use either the black or white version, it is a matter of achieving the best visiblity for the brandmark.

However, as a general guide, one might consider using white on black background for documents that are for internal awareness issues and black on white background for more formal and corporate documents.

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

Maximum and Minimum Size

The logo doesn’t have a maximum size but it is important to remember that the logo needs the minimum space around it and should be appropriately sized for the area in which it appears.

To ensure it is always legible it should never be reproduced smaller than 10mm from the top to the bottom extremities measured across a vertical axis.

10mm

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

Our Typeface (English) Times New Roman Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789 Times New Roman Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789 Times New Roman Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789

English typeface Times New Roman font family has been chosen for all communication in English. For Headlines use Times New Roman bold, for body copy use Times New Roman Regular (as per this text box).

Occassionally, when a slightly heavier weight may be needed try Times New Roman Bold, but this works best at smaller point sizes; avoid using for headlines.

Helping audiences read our communications is assisted by the way text is layed out and the use of typography. Always consider your type layout carefully and make it as elegant, clear and simple as possible. Be confident, use the grids creatively and flexibly and leave lots of blank space. Again look at the examples later on in the guideline for help.

Times New Roman Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789 Our corporate typeface is Times New Roman a universally known font known for its simplicity, elegance and legibility. It also has the flexibility of being used in most applications.

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

Our Typeface (Arabic) GE SS TWO LIGHT

‫ش زذي ث ب ل ا ه ت ن م و ر خ ح ض ق س‬ 1234567890 ‫ف ع د ص ط غ ظ‬ Arabic typeface

GE SS TWO MEDIUM

‫ش زذي ث ب ل ا ه ت ن م و ر خ ح ض ق س‬ 1234567890 ‫ف ع د ص ط غ ظ‬

The contemporary strokes of GE SS TWO with its universal popularity makes it a practical and appealing font.

GE SS TWO is available in light, medium and bold, as shown here. For use in Headlines use the bold and in body text use light.

Digital Media Usage: All other generated copy must be set in traditional arabic for PC platforms. Traditional Arabic is the typeface to be used in all microsoft office generated documents (i.e Word , Excel and Powerpoint). Traditional Arabic is also used for all web and email correspondence.

GE SS TWO BOLD

‫ش زذي ث ب ل ا ه ت ن م و ر خ ح ض ق س‬ 1234567890 ‫ف ع د ص ط غ ظ‬

The GE SS TWO typeface family is a very versatile family of fonts that range from GE SS TWO light to GE SS TWO Bold , this gives us the ability to use different members of the font family different purposes.

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

A4 Letterhead Corporate 25mm

185mm

A4 CONTINUATION PAGE

25mm

42mm

Mr A.B Surname 123 Address Place Name A1 23B 25/12/10

Dear Title Surname

Letter copy 11/14pts Times New Roman

[Click and type subject in this style, or delete this line] In this example, text is aligned left, in upper and lower case. The body text is set in 11pt Corisande, with 14pt leading.

Different methods of emphasis should not be used within the same letter. Capital letters are only used within references, for the beginning of sentences and for proper nouns.

Punctuation is used as shown.

220mm

Finally in this example, two returns separate paragraphs. Allow two returns after the salutation and the subject heading and the start of the text. Five returns after the sign off are allowed for the signature.

Sign off [Type sender’s name here] [Type sender’s title/department here]

P.O. Box 0000 Abu Dhabi United Arab Emirates.

T +971 2 123 4567 F +971 2 123 4567 E info@ssmc.com www.ssmc.com

9pts Times New Roman

10mm 25mm

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

A4 Letterhead Corporate

89mm

Salman Khalid Aziz Mir 46mm

12mm

Corporate Communication Manager salman@ssmc.ae M +971 000 000 0000 D +971 000 000 0000

P.O. Box 0000 Abu Dhabi UAE. T +971 2 123 4567 F +971 2 123 4567 www.ssmc.com

68mm

Salman Khalid Aziz Mir Corporate Communication Manager salman@ssmc.ae M +971 000 000 0000 D +971 000 000 0000

P.O. Box 0000 Abu Dhabi UAE. T +971 2 123 4567 F +971 2 123 4567 www.ssmc.com

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

15mm 15mm 6mm

P.O. Box 0000 Abu Dhabi United Arab Emirates. T +971 2 123 4567 F +971 2 123 4567 E info@ssmc.com www.ssmc.com

A3 & A4 ENVELOPES

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

228.6mm 11mm 11mm 101.6mm 41mm

P.O. Box 0000 Abu Dhabi United Arab Emirates. T +971 2 123 4567 F +971 2 123 4567 E info@ssmc.com www.ssmc.com 7mm

DL ENVELOPES

NOTE PADS A4/A5

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

CORPORATE FOLDER OUTSIDE

INSIDE

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

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