basma brand guidelines

brand guidelines

your gift, their smile

An initiative by Al Jalila Foundation

Logo mark

Logo The logo portrays
happiness and
positivity to reflect
the name of this
charity fundraising
programme;

Basma/ ‫بسمة‬.

The Arabic letter
‘Seen’ has been
adapted to create
a recognisable
smile within the
word.

Logo A minimum size X
clear has been set X
space for the logo to
ensure legibility Minimum Size
and at all times. The 25 mm
minimum logo should
never appear
size smaller than the
recommended
minimum size on
any material.

Logo Wherever possible Original colour
colour the logo should be One-colour printing logo
variation shown in colour Reversed logo on solid background
(spot colour ideally
or CMYK).

The other
variations of the
logo are black
& white and
reversed out of a
solid background.

Arabic Baseline ‫مــبــادرة مــن مــؤســســة الــجـلــيــلــة‬
English Baseline An initiative by Al Jalila Foundation

An A baseline must be Badge Mug
included on every
Al Jalila piece of collateral partner’s logo An initiative by Al Jalila Foundation
Initiative and merchandise to
highlight that Basma is Envelope
‘An initiative by your gift, their smile
Al Jalila Foundation’.

Please refer to the
examples on this
page.

T-shirt Rollup

English

your gift, their smile

Arabic

Slogan

Slogan English lockup. your gift, their smile

Slogan Arabic lockup.

Do not add effects to the logo. Never use the logo on a non- Never change the colours of
contrasting background. the type mark of the logo.

Incorrect To preserve the Never alter the colours of the Do not dismiss any Do not modify or distort
logo integrity of the logo mark. element of the logo. the logo.
brand, it is important
usage to maintain visual
consistency.

Always use the
approved master
artwork.

The examples on
this page illustrate
incorrect applications
of the logo.

Orange

Pantone P 20-8 C

CMYK RGB

C0 R 243
M 50 G 146
Y 100 B0
K0

Dark Grey

Pantone 179-14 C

CMYK RGB

Brand The primary colour is bright C0 R 67
colour and vibrant. Orange M0 G 67
radiates warmth and Y0 B 69
happiness, combining K 89
the physical energy and
stimulation of red with the
cheerfulness of yellow.

Dark Grey is used for
the English type below
the Arabic smile and for
headlines and bodycopy.
The type can also be
reversed out of dark
backgrounds.

AA
Cinnamon cake ITC Avant Garde BT

Brand Headlines: Cinnamon ABCDEFGHIJKLMNOPQRSTUVWXYZ
type cake body copy: abcdefghijklmnopqrstuvwxyz
ITC Avant Garde BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

‫ضض‬
‫‪GE TYE‬‬ ‫‪GE SS Unique‬‬

‫‪Brand‬‬ ‫‪Headlines: GE TYE.‬‬ ‫ابتثجحخدذرزسشصضطظعغفقك‬
‫‪type‬‬ ‫لمنهوي‬
‫‪Body copy: GE SS‬‬
‫‪Unique.‬‬ ‫ابتثجحخدذرزسشصضطظعغ‬
‫فقكلمنهوي‬

‫ابتثجحخدذرزسشصضطظع‬
‫غفقكلمنهوي‬

Arial‫ض‬AAvenir

Brand English headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ
type - and bodycopy: abcdefghijklmnopqrstuvwxyz
digital Avenir
‫ابتثجحخدذرزسشصضطظعغفقكل‬
use Arabic headlines ‫منهوي‬
and bodycopy:
Arial

For any queries please contact
Emilio Verano | [email protected]