Medical City Branding & Guidelines

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Sheikh Shakhbout Medical City

BRAND GUIDELINES Version 3 October 2015

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Sheikh Shakhbout Medical City

Logo Description

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

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Sheikh Shakhbout Medical City

The Brandmark C1

A1 B1

A2 B2

D1

D2

C2

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

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 A1=A2 B1=B2 C1=C2 D1=D2

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

The Brandmark Colour Palette

Primary colour palette

100%

50%

80%

30%

PANTONE P 104-6 U

PANTONE Process Black

C72 M49 Y0 K0

C0 M0 Y0 K50

There are two 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

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

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

The Brandmark Variations Reverse white standard format

Standard format ‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

Sheikh Shakhbout Medical City

Reverse white greyscale

Gray scale ‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

Sheikh Shakhbout Medical City

Reverse white single color

Single color ‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

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.

Sheikh Shakhbout Medical City

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

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Sheikh Shakhbout Medical City

Maximum and Minimum Size

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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 16mm from the top to the bottom extremities measured across a vertical axis.

Sheikh Shakhbout Medical City

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

16mm

Sheikh Shakhbout Medical City

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

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Sheikh Shakhbout Medical City

Our Typeface (English) Amplitude-Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789 Amplitude-Book

English typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789

Amplitude font family has been chosen for all communication in English. For Headlines use Amplitude Bold & Medium, for body copy use Amplitude Regular & Light (as per this text box).

Amplitude-Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789

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.

Amplitude-Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&? 0123456789 Our corporate typeface is Amplitude 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

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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 15mm 15mm

196mm

15mm

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

42mm

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

Dear Title Surname [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.

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.

220mm

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

P.O. Box 00000 Abu Dhabi UAE.

T +971 2 123 4567 F +971 2 123 4567

E info@ssmc.com W www.ssmc.com

9mm 15mm Visual Standards Guidelines @ Sheikh Shakhbout Medical City

A4 Letterhead Corporate

89mm

Salman Khalid Aziz Mir

Corporate Communication Manager

46mm

22mm

‫ﺳﻠﻤﺎن ﺧﺎﻟﺪ ﻋﺰﻳﺰ ﻣﻴﺮ‬ ‫ﻣﺪﻳﺮ اﻻﺗﺼﺎﻻت اﻟﻤﺆﺳﺴﻴﺔ‬

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

34mm

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

A3 & A4 ENVELOPES

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Sheikh Shakhbout Medical City

P.O. Box 00000 Abu Dhabi UAE.

T +971 2 123 4567 F +971 2 123 4567

E info@ssmc.com W www.ssmc.com

15mm 15mm

15mm

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

DL ENVELOPES

41mm

101.6mm

P.O. Box 00000 Abu Dhabi UAE.

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

T +971 2 123 4567 F +971 2 123 4567

E info@ssmc.com W www.ssmc.com

228.6mm

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

NOTE PADS A4/A5

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Sheikh Shakhbout Medical City

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

CORPORATE FOLDER

‫ﻣـﺪﻳــﻨﺔ اﻟﺸــــﻴﺦ ﺷــــﺨﺒﻮط اﻟـﻄــــﺒﻴﺔ‬

Sheikh Shakhbout Medical City

Visual Standards Guidelines @ Sheikh Shakhbout Medical City

THANK YOU

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