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.
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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
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Emarat bluebackground
Emarat greenbackground
Emarat silverbackground
Blackbackground
Light four colourbackground
Dark four colourbackground
Non corporate �colour background
Tw
o c
olo
ur
Em
arat
gre
en /
blu
eF
ou
r co
lou
r p
roce
ss
Centred mark Large symbol mark Horizontal mark Symbol Horizontal logotype Centred logotype
On
e co
lou
rE
mar
at b
lue
On
e co
lou
rE
mar
at g
reen
On
e co
lou
rE
mar
at s
ilver
On
e co
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
ener
al p
rint
ing
Sta
tione
ry
Bro
chur
es
Car
rier
bags
Sta
tion
Co
mp
one
nts
Mai
n fa
scia
can
opy
Sec
onda
ry fa
scia
can
opy
Sho
p fa
scia
Cla
d co
lum
ns
Pum
ps
Info
rmat
ion
sign
age
Vehi
cles
Illum
inat
ed u
nder
line
to
sub
-bra
nd f
asci
as
Bac
k Ill
umin
ated
mar
k o
n:
Pol
e si
gn
Spr
eade
r
Cor
pora
te s
igna
ge
Bac
k Ill
umin
ated
lett
erin
g o
n:
Pol
e si
gn
Info
rmat
ion
sign
age
(whe
n ap
plic
able
)
Can
opie
s
Fasc
ias
Em
arat
sho
p fa
scia
Inte
rio
r sh
op
Info
rmat
ion
fasc
ia le
tter
ing
No
n-ill
umin
ated
gra
phi
cs
for:
Info
rmat
ion
sign
age
Pum
ps/s
prea
ders
Sho
p si
gnag
e
Vehi
cles
Sec
ond
ary
bui
ldin
gs
Prin
ting
(spe
cial
col
ours
)
Prin
ting
(four
col
our
proc
ess)
Flow
ropo
lym
er c
oatin
g
Tran
sluc
ent
acry
lic b
ack
illum
inat
ed
Tran
sluc
ent
acry
lic b
ack
illum
inat
ed
Tran
sluc
ent
acry
lic b
ack
illum
inat
ed
Hal
o illu
min
ated
Tran
sluc
ent
acry
lic b
ack
illum
inat
ed, c
over
ed w
ith
silv
er o
paqu
e vi
nyl d
ecal
s
with
scr
eenp
rinte
d, d
ark
blue
gra
duat
ed d
ot p
atte
rn
Opa
que
viny
l dec
als
Ref
lect
ive
viny
l
Cla
ddin
g si
lver
pow
der
coat
ed
Gre
enP
anto
ne
348
Blu
eP
anto
ne
refle
x bl
ue
Silv
erP
anto
ne
877C
Gre
en:
cyan
100
%
yello
w 8
0%
blac
k 27
%
Blu
e:m
agen
ta 7
2%
cyan
100
%
blac
k 6%
Silv
er:
blac
k 25
%
Gre
en R
AL
6029
Blu
e R
AL
5002
Silv
er R
AL
9006
Blu
e R
ohm
Ple
xigl
ass
gs
BLA
U 6
01
Blu
e R
ohm
Ple
xigl
ass
gs
BLA
U 6
01
Gre
en R
ohm
Ple
xigl
ass
gs
BR
UN
720
Whi
te R
ohm
Ple
xigl
ass
gs
Wei
ss 0
72
Bru
shed
sta
inle
ss s
teel
on
clea
r pr
ism
atic
lens
Whi
te R
ohm
Ple
xigl
ass
gs
Silv
er S
cotc
hlite
100/
220-
120
Gre
en S
cotc
hcal
100-
722/
220-
186
Blu
e S
cotc
hcal
100-
37/2
20-3
7
Silv
er S
cotc
hcal
100-
58/2
20-1
20
Whi
te S
cotc
hcal
100-
10/2
20-1
0
Gre
en S
cotc
hlite
580-
77/2
80-7
7
Blu
e S
cotc
hlite
580-
75/2
80-7
5
Silv
er S
cotc
hcal
580-
10/2
80-1
0
Whi
te S
cotc
hcal
580-
10/2
80-1
0
Lum
iflon
Vern
icro
n FP
Roh
m
Roh
m
Roh
m
Roh
m
Roh
m
3M 3M 3M
Ap
plic
atio
nR
epro
duc
tio
n m
etho
dR
efer
ence
Sup
plie
r
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: [email protected]
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