AL MAHA MODULAR INDUSTRIES - trojan.mediatrojan.media/brandguideline/amcbg.pdf · 2.17 Corporate Stationeries Letterhead / Business ... page are for conceptual and design ... stationeries

AL MAHA MODULARINDUSTRIES

Brand Guideline

Implementing the Al Maha Modular Industries brand in communications

V.II - September 2015

Introduction

Al Maha Modular Industries Brand Guideline - July 2015

Al Maha Modular Industries specializes in fast and accurate solutions for design and supplies of pre-engineered and hot rolled steel for industrial construction of all kinds, such as warehouses, factories, workshops, showrooms, cold stores, offices, staff and labour accommodations, bus stations and residential buildings. We have provided our services to blue-chip projects such as Command of Military works and Al Ajban Farm.

Our company offers solutions from designing through to the handing over projects, executingthe complete project in-house. Our past experiences provide our clients with the best economical solutions for their projects. Al Maha Modular Industries is particularly renowned for its ability to manage complex construction projects.

2. Basic identity elements

2.0 Logo Rationale2.1 Master Logo / Grid2.2 Orientation Options / Grid2.3 Brand Narrative2.4 Basic Identity Elements2.5 Brand Identity Orientation and Lockups2.6 Size2.7 Clear Space2.8 Logo Proportion / Placement2.9 Color Versions2.10 Logo on Spot Colored Background2.11 Logo on Photographic Background2.12 Color Specifications2.13 Image Style / Composition2.14 Incorrect Usage2.15 Typeface – English2.16 Typeface – Arabic2.17 Corporate Stationeries Letterhead / Business card Paper bag / Document envelope DL envelope / A5 envelope CD jacket / CD label Powerpoint template Screen saver / Wallpaper Email Signature2.18 Vehicle Livery Pickup Truck Van Service bus Truck

1. Brand Strategy

VisionMission

Table of Content


OUR VISIONSince the inauguration of Al Maha Modular Industries, we started with a vision to bring to the UAE market unparalleled reliability and quality. Years down the line, we have earned the reputation of being the premier (steel) company in the region that delivers optimal quality.

OUR MISSIONWith the perseverance of our employees and our relentless pursuit of expanding, we envision a road of growth and success as we reach our goals and surpass expectations. Abu Dhabi is growing at a great speed and part of the growth is getting in line with the government’s grand plans and being a part of the development of the capital. In parallel with our sister companies and with our extensive knowledge of the region, we are proud to provide solutions that are unique to us, side by side with our commitment to QHSE.

Brand Strategy: Vision / Mission1.0


Al Maha logo symbol was inspired from 2 modular frames and the initials A (Almaha) and M (Modular) and the Mother Company’s horse pyramid icon.

Visual rationale

Logo rationale2.0


Master Logo Grid Master Logo

Master logo / Grid2.1


Stacked (vertical) logo orientation Vertical logo orientation

If the logo needs to be displayed in a vertical manner like banners, flags, etc., always make sure that the logotype is written or pointed upwards. The symbol should always be pointing upwards as well.

Orientation options / Grid2.2


The Brand Narative is defined by 3 components; Verbal Visual Operational / Experiential communication

The Verbal and Visual communication is emanating from the promise and personality indicated in the brand wheel.The operational / Experiential is the purpose indicated in theupper part of the brand wheel.

The identity of Al Maha Modular Industries is shaped by its mission - The basic elements of the brand have been selected to symbolise this role, creating a unique look for Al Maha Modular Industries and supporting its philosophy. They form the foundation of a distinct and memorable identity that embodies the key values and attributes of Al Maha Modular Industries. The brand also symbolises Al Maha Modular Industries’ professionalism, aspirations and focus.

Brand narrative2.3


Al Maha Modular Industries’ visual identity has three key elements:

1. Brand identity2. Pattern3. Typography

If we use the elements consistently and correctly, they will create a distinctive and recognizable profile for Al Maha Modular Industries.

Master Logo Typography

Abc Abc Abc

Pattern

Futura LT

Gill Sans

GE SS

Basic identity elements2.4


Symbol Wordmark andendorsement line

If the logo is used in its standard format, the tagline can be incorporated within the lock-up. However, if the logo is used in an un-orthodox format, the tagline should not be used in the lock up, but, used elsewhere in the design.

Brand identityorientation and lockups2.5


The Al Maha Modular Industries logo should always be set at a legible size,the recommended minimum size in width is 30 mm or 3 cm.

Size2.6


A clear space area equal to 1 x the height of the letter “A” of the logotype has been defined around the brand identity which should remain free from other elements (type and graphics). Use the minimum clear space area as a guide to protect the brand identity from distracting elements. It is a minimum and should be increased wherever possible.

Clear space2.7


The width of the logo should not be smaller than the equivalent of the total work spacedivided by 6. In cases where the area is in horizontal orientation or the height is less than the equivalent of the width of the area divided by 6, the proportion of the logo should be based on the height divided by 4. The size of the logo should not be smaller than 1 but not bigger than 2.

The Al Maha Modular Industries’ brand identity works best when it is anchored to the left of the layout, either top or bottom. The logo should be inset from the edge at least 1 x the height of the letter “A” of the logotype.

Logo proportion / Placement2.8


There are four color variations of the brand identity. The full color version is the primary brand identity and should be used wherever possible.

Primary Logo – Full ColorSymbol – Pantone Reflex Blue C (Blue) / Pantone 427 C (Grey)

Version 1 – One Color BluePantone 1797 C

Version 2 – One Color GreyPantone 427 C

Version 3 – One Color Negative (White)

Primary Logo

Color versions2.9


V.1 1 Color Blue V.2 1 Color Grey V.3 1 Color Negative

The diagrams on the opposite shows which brand identity versions can be used on primary and secondary colored backgrounds.

Full Color

One Color Blue

One Color Grey

One Color Negative

Logo on spot colored background2.10


When using the brand identity on an image, select the color version that is most legible, and complements the image. The preferred brand identity color way is the full color version (1). It should be used wherever possible to reinforce our distinctive primary color palette.

V.1 Full color V.2 One color blue

V.3 One color grey V.4 One color negative

Logo on photographic background2.11


The Pantone and CMYK values provided can be used on both coated and uncoated paper when printing. Although variations in color will occur, try to match the colors as closely as possible.

Primary color palette

Secondary color palette

Color specifications2.12


When selecting images for print and electronic material, the hue should always be on the cool tone. Always consider the “Golden Triangle” ratio when framing or composing an image.

Please note: the photographic examples on this page are for conceptual and design reference only. The image rights belong to the corresponding sources or authors.

Golden Triangle

Image style / Composition2.13


When reproducing the brand identity, always use the master artwork. Only use one of the four color versions shown on the Brand guideline for use on colored backgrounds and images.

Do not change the colors of the symbol and logotype.

Do not use the full color brand identity on primary coloredbackgrounds.

Ensure the brand identity is legible when using on an image. Do not use transparency effects.

Do not rotate the symbol or logotype. Do not stretch logotype orendorsement line.

Ensure the brand identity is legible when using on an image.

Do not alter or redraw the symbol.

Incorrect usage2.14


For designed, branded communications done internally or outside, use Futura LT Bold / Futura Md BT Medium for headlines / titles and Futura LT Book / Light for body copy.

Futura LT Bold

Futura Md BT Medium

Futura LT Book

Futura LT Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ

0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) - _ = +


0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) - _ = +


0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) - _ = +


0 1 2 3 4 5 6 7 8 9 ! @ # $ % ^ & * ( ) - _ = +

Typeface - English2.15


For designed, branded communications that needs to be written in Arabic language, the fontGE SS Medium / Bold should be used for headlines / titles and GE SS Light for body copies.

GE SS Medium

GE SS Bold

GE SS Light

ا ب ت ث ج ح خ د ذ ر ز س ش ص ضط ظ ع غ ف ق ل م ن ه و ي

0123456789


0123456789


0123456789

Typeface - Arabic2.16


Business card (Regular / VIP)

Regular business card front

VIP business card front

Letterhead / Continuous sheet

Corporate stationeries2.17


Regular business card back

VIP business card back

Paper bag Document envelope





DL envelope A5 envelope

CD jacket / CD label



Powerpoint template (Title page) Powerpoint template (Inside pages)



Screen saver (Static) Wallpaper





Email signature

Vehicle livery2.18


Pickup truck

Vehicle livery2.18


Van

Vehicle livery2.18


Service bus

Vehicle livery2.18


Truck

Documents

AL MAHA MODULAR INDUSTRIES - trojan.mediatrojan.media/brandguideline/amcbg.pdf · 2.17 Corporate Stationeries Letterhead / Business ... page are for conceptual and design ... stationeries