National Projects & Construction L.L.C.trojan.media/brandguideline/npccbg.pdfto personal villas....

National Projects& Construction L.L.C.

Brand Guideline

Implementing the NPC brand in communications

V.II - September 2015

Introduction

National Projects & Construction L.L.C. Brand Guideline- July 2015

It is the pursuit of excellence that has helped establish National Projects & Construction as one of the fastest growing contracting companies in Abu Dhabi. Established in 2003, NPC has operated as a managing contractor for a variety of projects ranging from commercial spaces to personal villas. Today, NPC is a main contractor with operations spanning building and infrastructure construction as well as mechanical and electrical services.

The company has and will continue to follow an aggressive growth strategy that is well supported with the latest machinery and equipment to ensure cutting-edge technology and the ability to handle jobs that are both evolutionary and visionary in nature. NPC believes in building a strong customer base by consistently exceeding our clients’ expectations, meeting project deadlines without compromising on the quality of the end product and all the while maintaining the highest safety standards observed in the industry.

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 ColorSpecifications2.13 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 Van Pickup truck Mini bus Truck

1. Brand Strategy

VisionMission

Table of Content


Brand Strategy: Vision / Mission1Our VisionNPC’s vision is to be recognized as the market leader in the UAE’s construction industry in thenextfiveyearsandtoestablishcommendableandinspiredglobalinterestsinthefield.

Our MissionNPC is a leading construction company based in Abu Dhabi and is renowned for the unparalleled services it offers in the following areas within its industry:

•Buildingconstruction•Infrastructureconstruction•MEPservices•Ceilingsandpartitions•Facilitiesmanagement•Plantandequipmenthire•Structuralsteelfabricationanderection

BeinganISO-certifiedcompany,NPCalwaysensuresthehighestlevelsofquality,safetyandenvironmental awareness on all of its projects. NPC prides itself on its timely delivery and accurate budget projection on its various projects, many of which are counted among the UAE’s most impressive landmarks.


Logo Rationale2.0


NPC’slogowasmodifiedfromitsoriginaldesigntolinkitwiththemothercompany.Thepyramid shape is one of the most stable structures geometrically and the direction of the structureisalwayspointedupwardswhichalsosignifiesgrowth.

Original Logo ModifiedVersion

Master Logo Grid Master Logo

Master Logo / Grid2.1


ORIENTATION OPTIONS / GRID2.2


Horizontal logo orientation

Vertical logo orientation

If the logo needs to be displayed in a vertical manner like banners, flags,etc.,alwaysmakesurethatthelogotypeiswrittenorpointedupwards. The symbol should always be pointing upwards as well.

TheBrandNarativeisdefinedby3components;

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

Brand Narrative2.3


NPC visual identity has three key elements:

1. Brand identity2. Pattern3. Typography

If we use the elements consistently and correctly, they will create a distinctive andrecognizableprofileforNPC.

Master Logo TypographyPattern

Symbol

Bank Gothic

Gill Sans

GE SS

Wordmark and endorsement line

Basic Identity Elements2.4


If the logo is used in its standard format then 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 NPC logo should always be set at a legible size, the recommended minimum size in width is 20 mm or 2 cm.

Size2.6


Aclearspaceareaequalto1xtheheightoftheletter“N”ofthelogotypehasbeendefinedaround 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 8. 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 3. The size of the logo should not be smaller than 1 but not bigger than 2.

The NPC 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 “N” 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 1797 C (Red) / Pantone 4535 C (Beige)Wordmark and endorsement line – Pantone 424 C (Grey)

Version 1 – One Color RedPantone 1797 C

Version 2 – One Color BeigePantone 4535 C

Version 3 – One Color GreyPantone 424 C

Version 4 – One Color Negative (White)

Primary Logo

Color versions2.9


V.1 1 Color Red V.2 1 Color Beige V.3 1 Color Grey V.4 1 Color Negative

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

Logo on Spot Colored Background2.10


FullColor

One Color Red

One Color Beige

One Color Grey

One Color Negative

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.1Fullcolor V.2 One color red

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

Logo on Photographic Background2.11


Color Specifications2.12


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

C0 M25 Y25 K0 C0 M0 Y10 K5 C0 M0 Y0 K15

C5 M85 Y100 K0

C0 M40 Y50 K0

C35 M50 Y70 K10

C20 M25 Y35 K5

C35 M25 Y10 K0

C15 M15 Y5 K0

When selecting images for print and electronic material, the hue should always be on the warm 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


Fordesigned,brandedcommunicationsdoneinternallyoroutside,useBankGothicMediumfor headlines / titles and Gill Sans Regular / Light for body copy.

Bank Gothic Medium

Gill Sans Regular

Gill Sans Regular

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! @ # $ % ^ & * ( ) - _ = +

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTt Uu Vv Ww Xx Yy ZZ

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

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! @ # $ % ^ & * ( ) - _ = +

Typeface - English2.15


Fordesigned,brandedcommunicationsthatneedstobewritteninArabiclanguage,thefontGE 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


Regular business card front

VIP business card front

Regular business card back

VIP business card back

Letterhead / Continuous sheet Regular / VIP business card

Corporate Stationeries2.17


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

Van

Vehicle Livery2.18


Pickup truck

Vehicle Livery2.18


Mini bus

Vehicle Livery2.18


Truck

Vehicle Livery2.18


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