Reem Readymix Brand Guideline - February 2018
REEM READYMIXBrand Guideline
Implementing Reem Readymix brand in communications
V.I - February 2018
Reem Readymix Brand Guideline - February 2018
Introduction
Reem Readymix is a leading supplier of all
types of readymix concrete and cement-
based plastering materials. We use the
latest technology and equipment, and our
experienced personnel has expertise in all
concrete-related services, from production
to final product placing.
Reem Readymix has consolidated its
position in the demanding construction
market through a strong and integrated
supply chain.
Five fully-automated, state-of-the-art
batching plants produce 600 cubic meters
of concrete per hour, together with five
ice-producing plants, with a production
capacity of 400 tons per day, and a fully
integrated laboratory equipped with the
latest technology and testing facilities.
Reem Readymix Brand Guideline - February 2018
2. Basic identity elements
2.0 Master Logo / Grid2.1 Orientation Options / Grid2.2 Basic Identity Elements2.3 Brand Identity Orientation and Lockups2.4 Minimum Size2.5 Clear Space2.6 Color Versions2.7 Logo on Spot Colored Background2.8 Logo on Photographic Background
2.10 Image Style / Composition2.11 Incorrect Usage2.12 Typeface – English2.13 Typeface – Arabic2.14 Corporate Stationeries Letterhead / Business card Paper bag / Document envelope DL envelope / A5 envelope CD jacket / CD label Powerpoint template Email Signature2.15 Vehicle Livery Cement Mixing Truck
1. Brand Strategy
VisionMission
Table of Content
Reem Readymix Brand Guideline - February 2018
Brand Strategy: Vision / Mission1.0OUR VISION
To promote readymix concrete products with our
strong knowledge base and technical expertise, in order
to maintain superior quality and environmentally friendly
and sustainable construction in order to improve the
standard of living and quality of assets in the region.
OUR MISSION
Reem Readymix is a leading supplier of all types of
readymix concrete and cement-based plastering
materials. We use the latest technology and equipment,
and our experienced personnel have expertise in all
product placing.
readymix producers in Abu Dhabi, Reem Readymix
has consolidated its position in the demanding
construction market through a strong and integrated
supply chain. Seven fully-automated, state-of-the-art
batching plants produce 700 cubic meters of concrete
with a production capacity of 400 tons per day and
a fully integrated laboratory equipped with the latest
technology and testing facilities.
Reem Readymix Brand Guideline - February 2018
Master Logo Grid2.0
X 1
X 6
X 6 X 1 X 7
X 2
X 1
Reem Readymix Brand Guideline - February 2018
Orientation Options / Grid2.1
X 1
X 1
X 7
X 7
X 1
X 4
X 4
X 7
X 2
X 1
STACKED/VERTICAL LOCK-UP VERTICAL LOCK-UP
Reem Readymix Brand Guideline - February 2018
Reem Readymix visual identity has three key elements:
1. Brand identity2. Pattern3. Typography
Master Logo Pattern Typography
Abc Abc Abc
Symbol
Gill Sans
GE SS
Wordmark andendorsement line
Basic Identity Elements2.2If we use the elements consistently and correctly, they will create a
for Reem Readymix.
Reem Readymix Brand Guideline - February 2018
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
Brand Identity Orientation and Lockups2.3un-orthodox format, the tagline should not be used in the lock up, but used elsewhere in the design.
CONCRETE WITH QUALITY
CONCRETE WITH QUALITY
CONCRETEWITH QUALITY
X 1X 1
Reem Readymix Brand Guideline - February 2018
Reem Readymix logo should always be set at a legible size, the recommended minimum size in width is 25 mm or 2.5 cm.
Minumum Size2.4
25 mm 30 mm 40 mm
Reem Readymix Brand Guideline - February 2018
A clear space area equal to 1 x the height of the letter “R” of the
the brand identity which should remain free from other elements (type and graphics).
Clear Space2.5
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.
Reem Readymix Brand Guideline - February 2018
2.6There 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
V.1 1 Color Blue V.2 1 Color Grey V.3 1 Color Negative
Color Versions
Primary Logo – Full Color
Version 1 – One Color Blue
Version 2 – One Color GreyPantone 424 C (Grey)
Version 3 – One Color Negative
Reem Readymix Brand Guideline - February 2018
2.7 Logo on Spot Colored Background
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 Negative
One Color Grey
Reem Readymix Brand Guideline - February 2018
2.8 Logo on Photographic Background
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.
Reem Readymix Brand Guideline - February 2018
2.9The 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.
PANTONE REFLEX BLUE C
CMYK: 100/73/0/2
RGB: 0/84/163
WEB: #0054a3
PANTONE 424 C
CMYK: 0/0/0/61
RGB: 126/128/131
WEB: #7e8082
100%
100%
50%
50%
90%
90%
40%
40%
80%
80%
30%
30%
70%
70%
20%
20%
60%
60%
10%
10%
Reem Readymix Brand Guideline - February 2018
2.10 Image Style / Composition
When selecting images for print and electronic material, the hue should always be on the cool tone. Always consider the “Golden Triangle” ratio or always use “rule of thirds” when framing or composing an image.
Golden Triangle / Rule of Thirds
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.
Reem Readymix Brand Guideline - February 2018
2.11 Incorrect Usage
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 rotate the symbol or logotype.
Do not alter or redraw the symbol. Do not use the full color brand identity on primary coloredbackgrounds.
Do not stretch logotype orendorsement line.
Ensure the brand identity is legible when using on an image.
Ensure the brand identity is legible when using on an image. Do not use transparency effects.
Reem Readymix Brand Guideline - February 2018
2.12 Typeface – English
For designed, branded communications done internally
or outside, use Gill Sans family font.Aa
Aa
Light
Light Italic
Regular
Italic
SemiBold
SemiBold Italic
Bold
Bold Italic
UltraBold
Aa
Aa
Aa
Aa
AaAa
Aa
Reem Readymix Brand Guideline - February 2018
2.13 Typeface – Arabic
For designed, branded communications that needs to
be written in Arabic language, the font GE SS should be
used.
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
٠١٢٣٤٥٦٧٨٩
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
٠١٢٣٤٥٦٧٨٩
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
٠١٢٣٤٥٦٧٨٩
Reem Readymix Brand Guideline - February 2018
2.14 Corporate Stationeries
Letterhead Continuous sheet Business card back
Business card front
Reem Readymix Brand Guideline - February 2018
Paper bag
2.14 Corporate Stationeries
Reem Readymix Brand Guideline - February 2018
Document envelopeDL envelopeA5 envelope
2.14 Corporate Stationeries
Reem Readymix Brand Guideline - February 2018
CD jacket / CD label
2.14 Corporate Stationeries
Reem Readymix Brand Guideline - February 2018
Powerpoint template (Title page) Powerpoint template (Inside pages)
2.14 Corporate Stationeries
Reem Readymix Brand Guideline - February 2018
Email signature
2.14 Corporate Stationeries
Reem Readymix Brand Guideline - February 2018
2.15 Vehicle Livery
Cement Mixing Truck