A guide to our identity

Emirates General Petroleum CorporationP.O. Box 9400, Dubai, United Arab EmiratesTelephone (971-4) 3434444Telefax (971-4) 3433393Website: www.emarat.co.ae

One Look

One Voice

Our Mark

Colours

Typefaces

Photography

Specifications

Four values – or types of behaviour – areat the heart of the Emarat brand. Ourbrand personality is based on servicethat is: Expert, Responsible, Active andStrong.

This guide is a tool designed to helpus project the values and visionbehind the Emarat brand. It isimportant that it is followed carefullyso that we can ensure a consistentstyle and quality of presentation.Everything we do and produceneeds to reflect Emarat clearlyand consistently.

Our Mark

The centrepiece of our identity is our mark, a symbolof the vision. It is styled to suggest accuracy, speedand brilliance rather than aggression and tradition.

Centred mark

Centred mark with strapline

Horizontal mark

Large symbol mark

Horizontal mark with strapline

Large symbol mark with strapline

1.5x

x

x

1.5x1.5x

1.5x

x

x

1.5x1.5x

Different colours Different typefaceDifferent colour �combinations

Different size or position relationship

Different size or �position relationship

Repeat pattern

Pictorial use of the symbol

Distorted or redrawn mark

Here are some examples of what notto do with the mark.

Never change the colours, or stretch,distort or redraw the mark in any way.It is perfect as it is and inconsistencieswill weaken its impact.

Only use the digital master artwork of themark, which can be found on the CDsupplied with this guide. On the CD youwill also find versions of the mark for single-colour use.

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The dotted line around the centred mark represents the minimum area; no otherelements, ie. images or type shouldinvade this boundary. A good rule is toallow as much space around the markas possible.

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Our MarkUsage

Here are some other examples of how touse the Emarat mark, typefaces andcolours in advertisement, billboards anda TV sign off.

In situations where thereis restricted verticalspace for example on abanner the horizontalmark should be used.Consectet

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For consistency werecommend to use themark in A4 publicationsat 20mm across theright edge.

The Emarat mark must always be placedpredominantly on a brochure cover withample space around it.

The use of the strapline is optional.

Top right Centre right Bottom right

Where possible use messages andphotography that supports our strapline‘Making life better’ and our values Expert, Responsible, Active and Strong.

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dolore magna aliquam erat volutpat. Ut wisi enim

ad minim veniam, quis nostrud exerci tation

ullamcorper suscipit lobortis nisl ut aliquip ex ea

commodo consequat. Duis autem vel eum iriure

dolor in hendrerit in vulputate velit esse molestie

consequat, vel illum

These examples show recommendedcropped versions of our symbol.

Nonumy nibe

TV advertising

sign off

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Billboard using large symbol mark and large strapline

Single page press advertisement

Consectet

Emarat bluebackground

Emarat greenbackground

Emarat silverbackground

Blackbackground

Light four colourbackground

Dark four colourbackground

Non corporate �colour background

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arat

gre

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ou

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Centred mark Large symbol mark Horizontal mark Symbol Horizontal logotype Centred logotype

On

e co

lou

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mar

at b

lue

On

e co

lou

rE

mar

at g

reen

On

e co

lou

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mar

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ilver

On

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lou

rb

lack

Our MarkColour

Our MarkBackgrounds

Wherever possible the mark should beused in Emarat green and blue. If this isnot possible, the mark may be reproducedin one colour. No other colour than thoseshown above should be used.

The mark should never appear on anyother background than those shownabove.

Colour

We use silver, green and blue

consistently across all media,

communicating a strong and

clear identity.

Where green and blue are used together,green should be the predominant colourat an approximate ratio of 70% green,30% blue with a backdrop of silver.

Pantone 348

Cyan 100%Magenta0%Yellow 80%Black 27%

For the exact colourspecifications for allmaterials please referto the ‘specifications’page of this guide.

Pantone Reflex Blue

Cyan 100%Magenta 72%Yellow 0%Black 6%

Pantone 877C

Cyan 0%Magenta 0%Yellow 0%Black 25%

®

®

®

Information Typefaces Emarat Typeface

The Emarat typeface is unique to us.It has been designed to complementthe mark, and is available in bothArabic and English.

It should only be used for sub-brandnames or added value services.Welcome

Helvetica

Butrus E’lani

For signs, literature and stationery, we useHelvetica and Butrus E’lani.

Photography

Always use fresh, active photography.Strong, straightforward images are thebest way to communicate our brand values. Imaginative crops and use ofscale are recommended, but filters andother special effects are best avoided.

Selecting images containing blue, greenor silver elements is a good way ofincreasing brand awareness.

Fresh, dynamic photography

focusing on people presents

Emarat as a leading

service brand.

SpecificationsG

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Sta

tione

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Bro

chur

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Car

rier

bags

Sta

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Co

mp

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Mai

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scia

can

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Sec

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can

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Pum

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Info

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sign

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Cor

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Gre

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Blu

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Silv

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Blu

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Silv

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100/

220-

120

Gre

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100-

722/

220-

186

Blu

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cotc

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100-

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20-3

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Silv

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100-

58/2

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Whi

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100-

10/2

20-1

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Gre

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580-

77/2

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Blu

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cotc

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580-

75/2

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Silv

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cotc

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580-

10/2

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Whi

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Lum

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Vern

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Need More?

Pantone is a registered trademark of Pantone Inc.The colours used throughout thisguide are not intended to matchthe Pantone Colour Standards

®

®

If you have any queries about this guide,please contact our brand co-ordinator: brandco-ordinator@emarat.co.ae