noon brand guideline by studiomilk

brand guidelines VOL.2

NOVEMBER 2021

Brand Guidelines

Contents

Introduction Strategy

Colours Brand Colours Logo Colour Usage

Mission & Vision Tone and Manner Summary

Logo Logo Components

Typography English Font

Logo Variations

Arabic Font

Minimum Size

Typographic Hierarchy

Clearspace Incorrect Usage

contents

Introduction

Brand Guidelines

Introduction Strategy Mission & Vision Tone and Manner Summary

introduction

Introduction

Strategy

Brand Guidelines

We are at the intersection of three incredible worlds of cultures, values, and human truths. The intersection of three worlds characterised by their exceptional ambition, vision, grit, & drive.

The Region

who we are

Start up Culture

E-commerce

The Region

Start up Culture

E-Commerce:

Our region has, in a short

The world of start-ups is an

E-commerce has and

period of time, transformed

unforgiving one. With a failure

continues to completely

itself into a hotbed for

rate of 90%, the world’s most

transform the way we live

growth, in terms of economy,

successful & rapidly growing

& shop as it moves to

infrastructure, technology,

start-ups are more often than

adapt to our changing

commerce, human capital,

not the product of multiple

retail landscapes &

entrepreneurship, and social

failures.

consumer needs.

progress.

Introduction

Strategy

Brand Guidelines

What are the common link between these three words?

Core Tenets

Hunger: The Region

Start up Culture

Hunger

The desire to constantly grow & evolve. The passion to persevere against odds. The willingness to take risks & be fearless. The tenacity to fail forward, again & again.

E-commerce

Our code of conduct is therefore to...

Here at noon, we believe in growth, passion fearlessness & tenacity. These are our core tenets.

STAY HUNGRY

Our Code of Conduct

stay hungry

Introduction

Strategy

Brand Guidelines

HOW DO WE KEEP THIS HUNGER?

How do we keep this hunger?

We don’t stop. “stay hungry” means we try, test, fail, learn, and iterate, over and over and over. noon becomes that point of contemplation and review, in our perpetual cycle of evolution & growth.

Our Code of Conduct

stay hungry

Introduction

Brand Guidelines

Tone & Voice

we are humble honest local playful / witty young

human

Introduction

Brand Guidelines

Tone & Voice

How does “Stay Hungry“ sound?

We talk like this

Not like this

Why?

“we are constantly

“we are the smartest, the

we are proud of where we come from,

learning & getting better.”

most innovative, the best.”

& confident for the way left to go

“we don’t know what’s

“we promise.”

we are approachable and always open,

next, but we’re excited to

not patronizing, but a friend.

find out together.”

“we are a collective.

“our traditions define us.”

together, we progress.”

“shipping is on us.

educated citizens of the world.

“free shipping.”

obviously.”

“hala!”

we are proud citizens of the region, &

we don’t take ourselves too seriously, & find good and humor in every situation.

“marhaba.”

we are bursting with energy, passion, & momentum.

Mission & Vision

Introduction

Brand Guidelines

Mission

To be the best place to buy and sell things in the Middle East.

Vision

Accelerate the digital economy of the Middle East, empowering regional talent and businesses to meet the full range of consumers' online needs.

Introduction

Brand Guidelines

Summary

Our Core Tenets

Here at noon, we believe in growth, passion fearlessness & tenacity. These are our core tenets.

Our Code of Conduct

stay hungry

Introduction

Summary

Our Fueling Currency

Our fuel? The relentless drive to change the way things are done.

Our Voice

We do that by being humble, honest, local, playful/witty, young and above all human.

Brand Guidelines

Logo

Brand Guidelines

Logo Logo Components Logo Variations Minimum Size Clearspace Incorrect Usage

logo

Logo Components

Logo

Brand Guidelines

Our brandmark is made up a emblem and a wordmark. The emblem is a letter from the Arabic alphabet: ‫ ن‬and together with the word noon, makes up the wordmark. The form is abstract, simple, and always legible. Used on its own, our emblem will always read as ‘noon’ in Arabic.

Bilingual Stacked Logo

Bilingual Horizontal Logo

Emblem

Wordmark Emblem

Wordmark

Logo

Brand Guidelines

Logo Variations

Logo variations are secondary logos that allows the brand to have flexibility to show up

Single language logos must only be

English Stacked Logo

used in exceptional circumstances.

consistently, and recognizably, in different placements.

Arabic Stacked Logo

Logo

Brand Guidelines

Logo Variations

Logo variations are secondary logos that allows the brand to have flexibility to show up

Single language logos must only be

English Stacked Logo

used in exceptional circumstances.

consistently, and recognizably, in different placements.

Arabic Stacked Logo

Logo

Brand Guidelines

Logo Variations

Logo variations are secondary logos that allows the brand to have flexibility to show up

Our emblem is used as a universal

Emblem

symbol to represent noon. The emblem acts as the identifying mark of the brand and is ideal for social media avatars, stamps, wax seals and stickers.

consistently, and recognizably, in different placements.

Logo

Minimum Size

Brand Guidelines

To ensure legibility and clarity, please do not scale the logos below the recommended size. Where possible, carry out production tests on alternate materials to ensure legibility.

Stacked Logo

8 mm

Emblem

8 mm

10 mm

Horizontal Logo

6 mm

12 mm

Logo

Clearspace

Brand Guidelines

Clear space is the area surrounding the logo that must be kept free of any other graphic elements. This exclusion zone indicates the closest any other graphic element can be positioned in relation to the logo.

For all stacked and horizontal logo variations, the minimum clearspace is based on 50% of the x-height – determined by the emblem itself.

x-height

0.5 (50%) of x-height

Logo

Brand Guidelines

Clearspace

For all stacked and horizontal logo variations, the minimum clearspace is based on 50% of

Bilingual Stacked Logo

English Stacked Logo

the x-height – determined by the emblem itself.

Arabic Stacked Logo

Logo

Brand Guidelines

Clearspace

For all stacked and horizontal logo variations, the minimum clearspace is based on 50% of

Bilingual Horizontal Logo

English Horizontal Logo

the x-height – determined by the emblem itself.

Arabic Horizontal Logo

Logo

Clearspace

Brand Guidelines

For emblem, the minimum clearspace is based on 20% of the x-height – determined by the emblem itself.

x-height

0.20 (20%) of x-height

Incorrect Usage

Logo

Brand Guidelines

Always used approved master artwork. Never alter or recreate the logo. Below are examples of incorrect use of the logo.

Do not rotate or

Do not change the

Do not resize or modify the

Never place the logo on a

reflect the logo.

colour of the logo.

components of the logo

background that compromises its legibility.

Do not add in special effects such as drop shadows or 3D effects

Do not compress or

Do not alter the spacial

stretch the logo, always

relationship between the

resize proportionately.

components.

Colours

Brand Guidelines

Logo Brand Colours Logo Colour Usage

colours

Colours

Brand Colours

Brand Guidelines

We have 4 brand colours – noon Yellow, Charcoal, Black and White. noon Yellow is the main colour of the brand, and should be used wherever it is possible. It should be prominent and featured regularly. noon Charcoal, Black and White are supporting colors.

C: 7 M: 5 Y: 100 K: 0 #f3e008

R: 243 G: 224 B: 8

C: 73 M: 65 Y: 55 K: 48 #383b42

R: 56 G: 59 B: 66

C: 0 M: 0 Y: 0 K: 0

R: 255 G: 255 B: 255

C: 0 M: 0 Y: 0 K: 100 #1c1c1b

R: 35 G: 31 B: 32

Logo Colour Usage

Positive Full Colour

Colours

Brand Guidelines

All logo variations can be reproduced in the following colour variations only.

Negative Full Colour

Logo Colour Usage

Mono

Colours

Brand Guidelines

All logo variations can be reproduced in the following colour variations only.

B&W Version

Typography

Brand Guidelines

Typography English Font Arabic Font Typographic Hierarchy

typography

English Font

Typography

Brand Guidelines

Our primary English typeface is Proxima Nova.

proxima nova

ABCDEFGHIJKLMNOP QRSTUVWXYZabcdefg hijklmnopqrstuvwxyz

bold

semibold

regular

Arabic Font

Typography

Brand Guidelines

Our primary Arabic typeface is Proxima Nova.

cairo

Aa black

‫ثجحخدذرزشس‬ ‫ك ل م ن ه و يأ ب ت‬ ‫صضطظعغفق‬

‫تثجحخدذرزشس‬ ‫ف ق ك ل م ن ه و يأ ب‬ ‫صضطظعغ‬

bold

regular

Typography

Typographic Hierarchy

Brand Guidelines

Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.

English

headings in proxima nova bold Proxima nova regular is used for smaller exerts of text that require further emphasis such as this paragraph. Proxima nova bold can be used to highlight cetain part of the text.

Subheadings in proxima nova bold or semibold

Proxima nova regular is used for body copy. Proxima nova semibold can be used when a heavier font weight is required. Proxima nova bold can be used to highlight or emphasize certain area of text of the body copy.

buttons in proxima nova bold

Typography

Typographic Hierarchy

Brand Guidelines

Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.

Arabic

headings in cairo black Cairo regular is used for smaller exerts of text that require further emphasis such as this paragraph. Cairo bold can be used to highlight cetain part of the text.

Subheadings in cairo bold

Cairo regular is used for body copy. Cairo bold can be used to highlight or emphasize certain area of text of the body copy. Cairo bold is used for button text.

buttons in cairo bold

thank you VOL.2

NOVEMBER 2021