EAD Brand Guidelines v.2

EAD Brand GuidelinesApril 2011 (V.2)

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EAD Brand Guidelines

Contents Page

A Word from Our Secretary General IIWho We Are 1What We Do 1Our Key Messages 1How to Use these Guidelines 1Tone of Voice and Writing Style 2

Logo 3The Meaning of Our Logo 4How Our Name Is Written 4The logo; Colour 5The logo; Colour Reference Chart 6Variations on the Core Logo 7Spatial Considerations 8Colour Variations 1 9Colour Variations 2 10Colour Variations 3 11Non-permissables 1 12Non-permissables 2 13

Motifs 14Logo Motifs 1 15Logo Motifs 2 16

Fonts 17Arabic Fonts 18English Fonts 18Creative Font Styles 18

Stationary 19Letterhead: Arabic 20Letterhead: English 21Letterhead: Governing Board 22Business Cards/With Compliments Slips 24Envelopes 1 25Envelopes 2 26Facsimile Cover Sheet: Arabic 27Facsimile Cover Sheet: English 28Internal Memorandum 29Forms/Colour 30Forms/Black and White 31Notepad/USB/Jute bag/Tissue box/Post Its 34CD sticker & Jacket 35ID Cards and Fishing Licences/Visitors Card/Other Cards 35Corporate Folders 36Desktop Diary & Calendar 36

Literature 37Brochures 38Posters 43Books 44Advertisements 46Imagery 47Green Printing 48

Signage 49

Electronic Presentations 51

Website 52

E-mail Signature 53

Gift Wrapping 54

page II


A Word from Our Secretary General

Our identity represents our history, our future, ourvalues, the way we treasure our employees andour deep passion for protecting our environment.It is our statement to the outside world about whowe are, what we do and an embodiment of ourmission to carry forward the late Sheikh Zayed binSultan Al Nahyan’s environmental legacy. We askall our stakeholders and employees to abide bythese brand guidelines so that our identityremains a source of pride and epitomizes anEmirate determined to lead in environmentalprotection.

Razan Khalifa Al MubarakSecretary GeneralEnvironment Agency – Abu Dhabi

page 1


Who We Are

The Environment Agency – Abu Dhabi (EAD) wasestablished in 1996. EAD is the Government entityresponsible for championing environmentalsustainability, protecting the environment and wildlifeof Abu Dhabi, protecting groundwater, and ensuringthat the economic vision for Abu Dhabi is achieved ina way that protects our natural heritage and maintainsa good quality of life for all, now and in the future.

What We Do

Our work includes water resources and water quality,climate change and air quality, marine and terrestrialbiodiversity and wildlife conservation. We develop andimplement policies, we regulate business operations,deliver targeted projects and run environmentaleducation and awareness programmes.

Our Key Messages

1- Our regulatory role is contributing to the Abu Dhabigovernment vision of environmental sustainability.

2- We are helping preserve Abu Dhabi’s naturalresources and habitats for current and futuregenerations.

3- We are helping to build an engaged andempowered community through effective educationand awareness programmes and campaigns.

4- We work in partnership with national andinternational Government, Private Sector, NGOsand the community to achieve our goals.

How to Use these Guidelines

Maintaining a coherent identity is fundamental tocommunicating the nature of EAD. These guidelinesensure our brand is communicated with consistencyand to high quality standards. These guidelinescontrol the use and application of the EAD brand.EAD employees, external agencies and our suppliersare required to adhere to these guidelines. Weappreciate your continued cooperation in maintainingour strong brand and design standards. Whenever indoubt, whenever producing any resource material ormarketing collateral that involves the use of the EADbrand, please consult:

Mrs. Amani IssaSpecialist, BrandCommunications and Marketing DepartmentEnvironment Awareness [email protected]

Copyright © Environment Agency-Abu Dhabi

All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means,electronic, electrostatic, magnetic tape, mechanical, photocopying, recording, scanning or otherwise, without permission in writing from thepublisher.

Photography by:Xavier Eichaker, Hanne& Jens Eriksen, Doug Perrine and Carole Harris.

Environment Agency–Abu Dhabi (EAD)P.O Box 45553, Abu Dhabi, UAE, T: +9712- 4454777, F: +9712- 4463339, www.ead.ae, [email protected]

page 2


Tone of Voice and Writing Style

Every time an EAD employee communicates with amember of the public, they are acting as an ambassadorfor EAD. They are projecting the EAD brand. What theysay and how they say it will impact on that person’sperception (positively or negatively) of EAD and its abilityto do its job well.

If you are speaking or writing on behalf of EAD, makesure that you speak to our audience in a tone of voicethat reflects our brand values:1. We are passionate about our work and aim to lead

by example. 2. We always seek to be transparent and accountable. 3. We are continually striving to improve the way we

work.4. We face up to challenges and work to find

innovative, science-based partnership solutions.

This means our tone of voice should convey:- Our deep, unswerving ccoommmmiittmmeenntt to conserving our

natural heritage.-- OOppeennnneessss about what we do and how we work

because we know we are serving the public and theemirate.

-- HHuummiilliittyy that we are always trying to do better, andthat we will never stop in our efforts to do things aswell as possible.

-- HHoonneessttyy that the issues are serious, and arecognition that we alone do not have all the answersbut that this is something we all need to worktogether to tackle.

Due to the complex environmental issues wecommunicate about, the words we use need to be assimple and accessible as possible. This means theyneed to be free of acronyms and of overly technicallanguage. Our sentences should be short and clear andactive verbs should be used. This should also bereflected in the way we write. Similarly, our copy shouldalways be PHIAA: Positive, Honest, Informative,Accessible (ie. jargon-free) and Accurate.

EExxaammpplleess ooff BBaadd WWrriittiinngg SSttyyllee::1. The fish kill was a disaster. The Environment Agency

- Abu Dhabi single-handedly saved the day. Wewonít allow company X to do this outrageous thingagain. ANALYSIS: This is both negative and arrogant intone. It also publicly accuses a stakeholder as wellas makes a promise EAD may not be able to keep.

2. When you monetize the ecosystem derivatives into aquantified paradigm, you rapidly ascertain the APBvalue of such quantities in a vertical sense ofinterpreting the concept whereby alternatives...ANALYSIS: Long, wordy, and completelyincomprehensible! This will alienate audiences!

EExxaammpplleess ooff GGoooodd WWrriittiinngg SSttyyllee:: 1. We work, through partnerships, to help create

sustainable communities and conserve wildlife.ANALYSIS: Simple, humble, clear and positive.

2. Keeping our environment safe and clean is achallenge. However we can work together to helpbuild a better Abu Dhabi for our children. ANALYSIS: This openly acknowledges the problemin a balanced way, then communicates a sense ofpurpose and commitment.

page 3

Logo

The Meaning of Our Logo

How Our Name Is Written

The Logo; Colour

The Logo; Colour Reference Chart

Variations On the Core Logo

Spatial Considerations

Colour Variations

Non-permissables

page 4


The Meaning of Our Logo

The main feature - a globe, represented by a sphere,which is embraced by 2 dramatic arcs. These arcssymbolize the goals of Abu Dhabi government beingthe balance between prosperity and sustainability.

The colors- blue and green have been chosen toreflect the two fundamental elements of ourenvironment: water and earth.

How Our Name Is WrittenOur name is Environment Agency - Abu Dhabi, and itshould always be written in this way within any text.The only abbreviation that should be used is (EAD).

The two arcs represent the goals of Abu Dhabi Government being the balance

between prosperity and sustainability. Their colours symbolize earth and water.

The sphere represents the globe,

the basis for our environment.

Core Logo

Old LogoThis version should no longer be used.

page 5


The Logo; Colour

The logo is made up of 3 colours. Whenever possible, these should be printed as spot PANTONE®

colours;

Green. PANTONE® Coated 3415Blue. PANTONE® Coated 301Black. Process Black

Logo A on the left shows such a logo.

Sometimes, it may not be possible to print ‘special’(spot) colours and you will need to create the logofrom the 4 colour process. In these cases, the colourvalues are;

Green. Cyan 100%. Magenta 20%. Yellow 78%. Black 7%

Blue. Cyan 100%. Magenta 54%. Yellow 8%. Black 6%

Black. Cyan 0%. Magenta 0%. Yellow 0%. Black 100%

Logo B on the left shows such a logo.

PANTONE® is a registered trademark of Pantone, Inc. The colours shown on this page and throughout theseguidelines are for reference only and not intended toreplace the Pantone Colour Standards.

Author’s note: Whilst care has been taken to accurately reproduce colours, users should refer to printed tint and colour guides for reliable colour references

Core Logo A; printed from 3 spot colours

PANTONE® Coated 301 c

Process Black




Process Black



Core Logo B; printed from 4 colour process

page 6


The logo; Colour Reference Chart

Tints of the logo may be used to extend the colourpalette. The tint chart shown here uses PANTONE®colours but similar effects can be achieved using thefour colour process, CMYK and RGB.

PANTONE® is a registered trademark of Pantone, Inc. The colours shown on this page and throughout theseguidelines are for reference only and not intended toreplace the Pantone Colour Standards.


PANTONE®

CMYK

RGB

C 100%M 54%Y 8%K 6%

C 100%M 20%Y 78%K 7%

C 0%M 0%Y 0%K 100%

R 88G 122B 175

R 84G 135B 92

R 00G 00B 00

PANTONE®

3415 cProcess Black PANTONE®

301c

page 7


Variations On the Core Logo

Logo with taglineThis variation would only be used when expressinstructions are given. Otherwise, the core logo shown onearlier pages must be used. Use the logo shown on theleft, labeled AA. The logo which contains the Arabic taglinecan be used in Arabic publications, and the logo with theEnglish tagline can be used in English publication.

Single language/English The single language variation would only be used whenEAD is being promoted in an English-speaking country(ie. abroad). In these cases, use the version of the logoshown on the left, labeled BB.

Logo with the name at the bottomThis variation would only be used when expressinstructions are given. Otherwise, the core logo shown onearlier pages must be used. Use the logo shown on theleft, labeled CC.

15th Anniversary Logo This variation would only be used when expressinstructions are given. Use the logo shown on the left,labeled DD.. Otherwise, the core logo shown on earlierpages must be used.

Animated logoThis variation would only be used on a screen at an eventor on a video. Request this version from theCommunications & Marketing Department.

Logo AA: Logo with tagline

Logo BB: Single language/English

Preserving our heritage. Protecting our future.

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Logo CC: Logo with the name at the bottom

Logo DD: 15th anniversary logo


page 8


Spatial Considerations

The space occupied by the logo and the colour onwhich it ‘sits’ are important considerations. In its normal vertical format, it is suggested that thelogo should not appear less than 26mm in totalheight, see A.

In order to protect its visibility, a minimum ‘clearspace’ area must surround the logo at all times. Inthis way, we protect against visual clutter and allowthe logo to sit within a safe area, see B.

The safe area is equivalent to twice the X height of the logo in all directions.

Author’s note: Failure to comply with these guidelines will compromise our brand standards

Logo A; Minimum measurements

Logo B; Logo safe area

10mm is minimum X measurement

22mm is minimum X measurement

The safe area is equivalent to X height x2

The safe area is equivalent to X height x2

page 9


Colour Variations 1

A number of colour variations are permissible in order to facilitate various printing formats, and onlywhen express instructions are given.

The mono (one colour version) may be printed in;

• A Solid black • B Solid green • C Solid blue• D Black continuous tone


Logo A; Solid black

Logo B; Solid green

Logo D; Black continuous tone

Logo c; Solid blue

page 10


Colour Variations 2

A number of colour variations are permissible in order to facilitate various printing formats, and only whenexpress instructions are given.

The mono (one colour version) may be printed in;• E Gold foil • F Silver foil • G Embossed without colour • H Logo with white block on dark background

Sometimes it is necessary to place the logo on a pictureor a dark background. In these instances, a white boxshould appear behind the logo.


Logo F; Silver foil

Logo G; Embossed without colour

Logo H; Logo with white block on dark background

Logo E; Gold foil

page 11


Colour Variations 3

The logo should, whenever possible, be positioned on a white background. However, one or two exceptions exist in order to overcome special circumstances.

The logo may be presented out of a solid colour, A, providing that colour does not conflict with the logo. The example shows the logo on a black background.Such circumstances will exist predominantly in an electronic domain when the background is sometimes more effective when dark in colour.

The logo may also be printed on a solid green PANTONE® 3415, or CMYK equivalent, B.

It is permissible to print the logo in full colour on off-white paper, C. This may be especially useful whenusing recycled or environmentally friendly paper stock.


Logo A; Reversed out of solid colour

Logo B; Reversed out of solid green

Logo C; Printed on off-white stock

page 12


Non-permissables 1

It is imperative that our logo is not changed, distorted or wrongly applied under any circumstances. On the left are examples of how the logo should not be used.

A. Do not alter the distance between the symbol and the text in the logo. The relationship between them isfixed and cannot be changed.

B. Do not distort, stretch or compress the symbol or the text in any way. The dimensions of the logo are fixed.

C. The colours of the logo or any elements within thelogo must not be altered. The only colour alterationswhich are permissible are shown in the relevant section.

D. Do not change the arrangement of text. For instance,it is not permitted to run the text around the symbol.

E. Do not use the symbol without the text. The logo unitshould not be altered or any element left out.


Non-permissible A; Position of symbol in relation to text

Non-permissible B; Distortion of symbol or text

Non-permissible C; Colour alterations

Non-permissible D; Distortion of text

Non-permissible E; Logo without text

page 13


Non-permissables 2

It is not permitted to place the logo on a picture or solid and strong colour (other than those coloursspecified in the previous section). Given the intricateand colourful nature of the symbol, strong or complexbackgrounds detract from its impact and make itdifficult to‘read’. Even blurred images interfere with theclarity of the logo and should not be applied under anycircumstances.

F. Pictures should not be used behind the logo.

G. Solid strong colours should not be used under thelogo.

H. Do not use blurred or abstract imagery behind the logo.


Non-permissible F

Non-permissible G

Non-permissible H

Motifs

Logo Motifs 1

Logo Motifs 2

page 14

page 15


Motifs 1

Certain elements from within the logo have beenadapted to create motifs. Such motifs are useful as background design elements in printed literature.They help to extend the brand language by providingadditional design elements which, over time, becomesynonymous with the Environment Agency-Abu Dhabi.

Four motifs have been approved for use. These areshown on the left. It is not permitted to further extendthis range of motifs without the prior permission of the Communications and Communications & MarketingDepartment at the Environment Agency-Abu Dhabi.However, it is permitted to distort the proportions ofthese motifs and to alter the tint values in order to fit aspecific design requirement.

Motif A; 10% black. 2 arcs

Motif B; 10% PANTONE® 3415 c. 2 arcs

Motif C; 10% black. 1 arc

Motif D; 10% PANTONE® 3415 c. 2 arcs

Author’s note: It is important to remember that these are visual abstractions and should bear little resemblance to the original logo

page 16


Motifs 2

It is permitted to create layered motifs, such as thoseshown on this page, for use as mastheads, backgrounds in electronic presentations and as text-holders.

The examples shown have been developed to show typical usage. Whilst users are not restricted to theseoptions, permission must be sought from the Media &Publication Department at the Environment Agency-Abu Dhabi, prior to using alternative designs.

Examples of these motifs in use may be found in latersections of this manual.

Abstract motif A; Layered Photoshop® document

Abstract motif B; Layered Photoshop® document

Author’s note: It is important to remember that these are visual abstractions and should bear little resemblance to the original logo

Abstract motif C; Layered Photoshop® document

Abstract motif D; Layered Photoshop® document

Fonts

Arabic Fonts

English Fonts

Creative Fonts Styles

page 17

page 18page 18

For PC

For Mac

Primary Fonts

Secondary Fonts

For books, brochures and posters

For childrens’ publications

English for PC or MAC


ABCDEFGHIJKLMNOPQRSTUVWXYZ1234657890/-+()*&^%$#@!



Gill Sans light

Gill Sans regular

Gill Sans bold

á∏«ª÷G ÉæàÄ«H

AXtManal

AXtCanar

AXtDamaaEnviro Spellathon

Helvetica Neue Bold

Helvetica Neue

CgArtistik

ájÈdG äÉJÉÑædG

ájôëÑdG áÄ«ÑdG

Wild BirdsWild Flowers

Body text

Heading

Body text

Heading

Body text

Sub-heading

Main heading

… h √ ¿ Ω ∫ ∑ ¥ ± Æ ´ ® • ¢V ¢U ¢T ¢S R Q P O ñ ì ê ç ä Ü CG

1234657890/-+()*&^%$#@!

… h √ ¿ Ω ∫ ∑ ¥ ± Æ ´ ® • ¢V ¢U ¢T ¢S R Q P O ñ ì ê ç ä Ü CG

1234657890/-+()*&^%$#@!

Arabic Transparent Light

Arabic Transparent Bold

AXTGihaneLight

AXTGihaneBold


Fonts

It is important to follow these instructions for letterwriting in order for all our communications to follow aconsistent grid and therefore present a uniformappearance regardless from whom the communicationderives.

The letter for PC should always be typed in Arabic Transparent Light.The title line is in Arabic Transparent Bold.

or

The letter for MAC should always be typedin Arabic AXTGihaneLight.The main heading is in AXTGihaneBold.

page 19

Stationary

Letterhead

Business Cards/Compliments Slips

Envelopes

Facsimile Cover Sheet

Internal Memorandom

Forms

Notepad/USB/Jute Bag/TissueBox/Post Its

CD Sticker & Jacket

ID Cards/ Visitors

Corporate Folders

Desk Diary & Desk Calendar

page 20


Letterhead: Arabic

The letterhead is A4, 297x210.

It is designed in a dual language format.

The letterhead should be printed out of the 3 designated spot colours;

Green. PANTONE® Coated 3415

Blue. PANTONE® Coated 301

Black. Process Black

It is important to follow the instructions for letter writing in order that all our communicationsfollow a consistent grid and therefore present a uniform appearance regardless from whomthe letter derives.

The letter should always be typed in Arabic Transparent Light 12 point orAXTGihaneLight 12 point . Thesubject line is in Arabic TransparentBold or AXTGihaneBold 12 point.

By adhering to the spacing guidelines, all letters will appear uniformly constructed.

PO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, [email protected]

Preserving our heritage. Protecting our future..É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf

Arabic font; AXTGihaneLight 10 pointTracking 30English font; Myriad Roman 7.5Tracking 7Address panel centred at base of page

34mm

6

46

Motif.10% PANTONE® 3415. 2 arcs

page 21


Letterhead: English

The letterhead is A4, 297x210.

It is designed in a dual language format.

The letterhead should be printed out of the 3 designated spot colours;


Blue. PANTONE® Coated 301


It is important to follow the instructions for letter writing in order that all our communicationsfollow a consistent grid and therefore present a uniform appearance regardless from whomthe letter derives.

The letter should always be typed inGill Sans Light 12 point. The subjectline is in Gill Sans Bold 12 point.






34mm

6

46

page 22


Off ice o f His Highnes s the ChairmanOff i ce o f His Highnes s the Chairman


IQGOE’G ¢ù∏`````› ¢ù````«FQ qƒ`ª`°S Ö```àμ`e


Letterhead: Governing Board

Some members of the GoverningBoard have a specially designedletterhead bearing their name.

The title is printed in Silver Foil and is on either side of the logo.

The letter should always be typed in Arabic Transparent Light 12 point orAXTGihaneLight 12 point . Thesubject line is in Arabic TransparentBold or AXTGihaneBold 12 point.




34mm

6

46

page 23


Continuation Sheet

The continuation sheet is printed intwo colours;





25mm


page 24

PO Box 45553Abu Dhabi

United Arab Emirates

Telephone: +971 2 445 4777Facsmile: +971 2 446 3339

Website: www.ead.ae

45553 .Ü.¢U»ÑX ƒHCGIóëàŸG á«Hô©dG äGQÉeE’G

+971 2 445 4777 :∞JÉg+971 2 446 3339 :¢ùcÉa

[email protected]

Preservingour heritage.Protectingour future.

With compliments

»`∏``Y óª``MCG ó```æ¡eAÓ``ª`Y á```eóN ∫hDƒ```°ùe

Muhannad Ahmed AliOfficer - Customer Service

PO Box 45553Abu DhabiUnited Arab EmiratesTel: +971 2 445 4777Fax: +971 2 446 3339Direct Tel: +971 2 693 4403Direct Fax: +971 2 499 7250Email: [email protected]: www.ead.ae

äÉ«æªàdG Ö«WCG ™e


Axt GihaneBold 12 point

Business cards; Arabic & English

Business cards; reverse

With compliments slip; Arabic/English

AxtGihaneLight 10 point

Myriad Bold 8 point

Myriad 7 point

Myriad Roman 7 point

Print reverse in solid 355


Business Cards / WithCompliments Slips

Business cards are 90mm x 50mm and printed onboth sides in the three spot colours;

Green. PANTONE® Uncoated 3415c

Blue. PANTONE® Uncoated 301c


On one side, the name of the staff member is printed inMyriad Bold 7 point, all other text is printed in Myriad Roman 7 point.

On the reverse, they are printed one solid colour

The With Compliments slip measures 210mm x 99mm.

On the front side they are printed 3 colours;


Blue. PANTONE® Uncoated 301c


On the reverse, they are printed one solid colour;


page 25

PO Box 45553

Abu Dhabi


Telephone: +971 2 445 4777

Facsmile: +971 2 446 3339

Website: www.ead.ae

45553 .Ü.¢U»ÑX ƒHCGIóëàŸG á«Hô©dG äGQÉeE’G

+971 2 445 4777 :∞JÉg+971 2 446 3339 :¢ùcÉa

[email protected]


DL (220 x 110mm)

38

Do not type below this line


Envelopes 1

Several envelope types exist: DL, C4, C5 etc.

All envelopes are printed using three spot colours. The front of each carries the 10% motif. The flap has a solid green exterior.

page 26

PO B

ox 45553A

bu

Dh

abi

Un

ited A

rab Em

irates

Teleph

on

e: +971 2 445 4777

Facsmile: +

971 2 446 3339

45553 .Ü.¢U»ÑX ƒHCGIóëàŸG á«Hô©dG äGQÉeE’G+971 2 445 4777 :∞JÉg+971 2 446 3339 :¢ùcÉa


C4 (334 x 229mm)


Envelopes 2

This page shows other envelope formats.

page 27


Facsimile Cover Sheet: Arabic

The fax cover sheet is designed in solid black for ease of reproduction.

Messages should be typed in;Arabic Transparent Light 12 point orAXTGihaneLight 12 point . Thesubject line is in Arabic TransparentBold or AXTGihaneBold 12 point.

Arabic font; AXTGihaneLight10 pointTracking 0

5mm

35mm

page 28


Facsimile Cover Sheet: English

The fax cover sheet is designed in solid black for ease of reproduction.

Messages should be typed in;Gill Sans Light 11 point on 13 pointleading (line spacing). The subject of the correspondence should betyped in Gill Sans Bold 11 point.

English font; Myriad Roman 7.5Tracking 0


To Company

Telephone: Fax

Cc

From

Telephone Ext Fax

Date Ref

Subject

Total of pages

Urgent For review For comment For reply For recycle

5mm

35mm

page 29


Internal Memorandum

The internal memorandum sheet isdesigned in solid black for ease of copying and cost efficiency.

Messages should be typed in;Gill Sans Light 11 point. The subject of the correspondence should betyped in Gill Sans Bold 11 point.


Internal memorandum


5mm

35mm

page 30


Forms/Colour

All colour forms follow a basic grid.The logo is in a fixed position centred at the top of the page.

The form should not fill an area largerthan that shown opposite and, in particular, shouldleave a safe area of minimum 7mmat the base of the page.

Arabic font; AXTGihaneLight 10pointTracking 30English font; Myriad Roman 7.5Tracking 7Address panel centred at baseof page

7mm

Local Purchase Order

Order Number

Date

To

Telephone Number

Page

PLEASE SUPPLY THE FOLLOWING GOODS AND/OR SERVICES

Nos. DESCRIPTION QUANTITY UNIT PRICE AMOUNT

TOTAL

Other details as per your offer

Ref No.............................................. Dated........................

For further details please call 02 681 7171

(Kindly confi rm by return)

A/C No..................................................................................

Finance Manager: .........................................................................

ASGFA: .........................................................................

Secretary General: .........................................................................

Managing Director: .........................................................................


5mm

35mm

page 31


Forms/Black and White

All black and white forms follow abasic grid. The logo is in a fixedposition centred at the top of thepage.

The title of the form in English andArabic are underlined by a bold black key line.

The form should not fill an area largerthan that shown opposite and, inparticular, should leave a safe area ofminimum 7mm at the base of thepage.

7mmPO Box 45553, Abu Dhabi, United Arab Emirates, Telephone: +971 2 445 4777, Facsimile: +971 2 446 3339, Website: www.ead.ae, [email protected]

5mm

35mm


page 32



All black and white forms follow abasic grid. The logo is in a fixedposition centred at the top of thepage.


The form should not fill an area largerthan that shown opposite and, inparticular, should leave a safe area ofminimum 7mm at the base of thepage.

7mm

IRÉ`````LEG Ö```∏W êPƒ````‰Leave Application Form

5mm

35mm

page 33



All black and white forms follow abasic grid. the logo is in a fixedposition centred at the top of thepage.


The body of the form utilizes the area shown. The form should not fillan area larger than that shown opposite and, in particular, shouldleave a safe area of minimum 7mmat the base of the page.

7mm

äÉ`````jÎ````°ûe Ö```∏W êPƒ````‰Purchase Request Form

5mm

35mm

page 34

Preserving our heritage.Protecting our future.

.»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf .É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V


Notepad/USB/Jute Bag/TissueBox/Post Its

Use the colored logo as shown on these items.

Note pad

USB

Post its

Jute bag

Reusable tissue box

page 35


CD Sticker & Jacket

Cards

ID Cards and Fishing LicencesThese cards shall be printed in metallic color with thesame style shown.

Visitor CardsThese cards shall be printed in: Green. PANTONE® Coated 3415Blue. PANTONE® Coated 301Black. Process Black

Other CardsAny other cards shall be printed in metallic green ormetallic blue or metallic grey gradiations which are theAgency logo colors.

…ó«∏≤àdG ó«°üdG á°üNQº°SE’G

QGó°UE’GAÉ¡àfE’G

™«bƒàdG

Traditional Fishing License

íjöüàdG ºbQ¬d ìöüŸG º°SEG

ÜQÉ≤dG º°SEGÜQÉ≤dG ºbQ

QGó°UE’G ïjQÉJAÉ¡àfE’G ïjQÉJ

¥Ó◊G - ó«°üdG äGó©e ΩGóîà°SG íjöüJ

™«bƒàdG

P. O Box 45553 Abu Dhabi, UAE, Telephone +971 2 4454777

Ahmed Al MansouriLead Manager

Employment No. 148Employment Date: 10/6/2000

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148 :∞``«XƒàdG º``bQ2000/6/10 :ø````««©àdG ï``jQÉJ

CD sticker and jacket

ID cards

Fishing Linecses

Visitor cards

page 36


Corporate Folders(i.e. Signature folders, MoU folders)

Use blue environment friendly leather as shown.

Engrave logo in the middle on both sides toallow for opening from 2 sides.

Desktop Diary & Desk Calendar

Use environment friendly leather as shown for both.

Size is fixed at 23cm h X 17cm w.

Reusable Jacket and Calendar Stand.

Use already-developed Diary and Calendar templatesfor inside pages.

Signature folder

Reusable Desk Calendar

Reusable Desk Diary

Literature

Brochures

Leaflets

Posters

Books

Corporate Advertisement

Imagery

page 37

page 38


centre heading


A4 Brochures; Front Cover

Given the diversity of required publications, it is permissableto implement the following rules with some flexibility. Logo and masthead are fixed in a constant position.

Masterhead color must be consistent with the logo color theme. The image areas are set according to a

very flexible template. One large image or up to foursmaller images may be used on front covers.

Front covers comprise a masthead which can be any colour or may utilise one of

the pictorial mastheads provided. All borders are shown for diagramatic purposes

only and should not be reproduced.

33

200

50

8

12

page 39

PO Box 45553

Abu Dhabi


Telephone: +971 2 445 4777

Facsmile: +971 2 446 3339

Website: www.ead.ae

45553 .Ü.¢U

»ÑX ƒHCG

IóëàŸG á«Hô©dG äGQÉeE’G

+971 2 445 4777 :∞JÉg

+971 2 446 3339 :¢ùcÉa

[email protected]


A4 Brochures; Back cover

33

200

50

8

12

page 40

A; English front cover layout

B; Arabic front cover layout


A4 Brochures

As the examples below show - the grid can be used in a number of ways. Single or multiple images can be placed within the 4 panels of the frontcover. The grid is flexible and is open to yourinterpretation.

The masthead is shown in a number of differentcolours. It is also demonstrated using the colouredmotif.

The three front covers marked 'B' show the arrangement for Arabic front covers.

heading in this position ranged right heading in this position ranged right heading in this position ranged right

heading in this position ranged left heading in this position ranged left heading in this position ranged left

Preserving our heritage. Protecting our future.Preserving our heritage. Protecting our future.Preserving our heritage. Protecting our future.

.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf .É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf.É`æ∏Ñ≤à°ùŸ kÉ``fÉª°V .»©«Ñ£dG ÉæKGôJ ⋲∏Y ßaÉëf

Author’s note: The grid is only shown here as a guide.

page 41Author’s note: The grid is only shown here as a guide.


Brochures; Inside Spreads

The brochure spreads shown are constructed upon a 3 column grid. Two columns carry text, the third is forsupplementary information such as captions.

Main headings can either be on a white background or reversed out of one of the primary solid colours.

The use of flat colour creates a sense of solidity anddepth. Use flat colour to emphasise imagery or carryimportant text.

The motif can be used as a tint behind text or over animage. Additionally, it may be applied as a varnish fora more subtle effect.

This is only a suggested grid. You may wish tointerpret this in your own way.

heading in this position ranged left

Helvetica Neue Bold

Helvetica Neue Regular

Helvetica Neue Regular

A4 Brochure inside spreads

Main heading

Sub-heading

Body text

Main heading

Body text



DL Leaflets

These small leaflets conform to a very flexible grid. On the front cover, a masthead carries the title of thepublication. The logo is centred at the base of thepage. The grid is very flexible and open to your owninterpretation.

The back cover comprises a continuation of the masthead.

DL Brochures front / back covers

FRONT BACK


PO Box 45553

Abu Dhabi


Telephone: +971 2 445 4777

Facsmile: +971 2 446 3339

Website: www.ead.ae

45553 .Ü.¢U

»ÑX ƒHCG

IóëàŸG á«Hô©dG äGQÉeE’G

+971 2 445 4777 :∞JÉg

+971 2 446 3339 :¢ùcÉa

[email protected]



Posters

The Environment Agency-Abu Dhabi produces postersof varying sizes. A simple grid has been established inorder to create a consistent ‘family’ appearance,regardless of size or message. This grid is flexible and open to your own interpretation.

The picture area (indicated in green) is divided into 4equal squares. Pictures may be arranged within these areas, using one or more squares as shown.



Preserving our heritage. Protecting our future. Preserving our heritage. Protecting our future.


This book is about the terrestrial environment of Abu DhabiEmirate compiled from the contributions of various experts.It gives a fascinating comprehensive picture of the terrestrialenvironment of the Emirate.

The Introductoroy chapter provides the necessary scenesetting, outlining each chapter and the manner in which thechapters progressively unfold their various contributions tothe overall ecology of the Emirate of Abu Dhabi.

The chapter on the geology is wonderfully written andleaves the reader with a thorough grounding in the overallgeology of the Emirate as well as insights into some of themore unique processes such as the coastal sedimentationand the formation of the distinct local ‘Sabkha’ that provesto be such a magnet to students of geology from around theglobe.

The chapter on soils provides a detailed description of thevarious soil types from the entisols of the sand dunes to theinceptisols of the inter-dunal plains and how the soils areformed. The chapter provides a detailed description of theimportance of environmental factors such as temperatureand moisture in the soil forming process.

The chapter on climate provides an update to earlier work,describing the history of climatic recording in Abu Dhabi andan analysis of the accuracy of some of the earlier data.

The chapter on water explains the influence of climate onthe availability of water and the relationship with geologyand water quality in the various aquifers. It describes ingreat detail the marvellous falajes that allowed scarce waterresources to be tapped and used for irrigation and itdiscusses some of the problems faced in terms of sustainableuse of water resources.

The chapter on the flora and vegetation is an overview ofthe dominant vegetation types associated with sabkha,dunes, plains, mountains and island habitats, as well as themore artificial habitats such as oases, farmland andplantations.

The chapter on birds describes the status and distribution ofbirds in the UAE, highlighting important and threatenedspecies and delving deeper into some of the major threats tobirds. The chapter also examines conservation measuresand makes recommendations for conservation priorities.

Stunning photographs help to bring the chapter on reptilesin the UAE to life, helping to illustrate the vibrantcolouration of some reptiles and the cryptic colouration ofothers. The chapter discusses the history of herpetology inthe UAE, zoogeography and conservation of reptiles.

The chapter on the terrestrial mammals provides detaileddescriptions of the various species along with details of theirdistribution, habitat preferences and key characteristicfeatures. Beautifully illustrated with photographs and packedfull of detailed descriptive text.

This chapter on Arthropods provides a systematic accountof the main subphyla and highlights the environmental,economic and medical importance of many of the species tobe found in Abu Dhabi.

TerrestrialEnvironment

of Abu Dhabi Emirate

TerrestrialEnvironment

of Abu Dhabi Emirate

Ter

rest

rial

Env

iro

nmen

tof

Ab

u D

hab

i Em

irate


Books

The Environment Agency-Abu Dhabi publishes manybooks on various environmental subjects.

This grid is flexible and open to your own interpretation.

EAD logo is placed on the back cover and on the bookspine as shown.

NB: Sponsor and/or Co-sponsor’s logoappear on the back cover of the publication.

The logo is placed on white box.

Recomended font to be used on cover:

English title font: Adobe Garamond Pro Bold/Sbor Helvetica Neue Bold/Regular

Arabic title font: AXt Boutros Advertising Bd

Book front coverBook spineBook back cover



Books; Inside Spreads

The book spreads shown are constructed upon a 2 column grid.

Main headings are in a fixed position and can either be on a white background or reversed out of one of the primary solid colours.


Chapter cover spread

Main heading

Sub-heading

Inside spread

Sub-heading

Body text

Inside spread



Advertisements

Recruitment Advertisement

Corporate Advertisement

Director, Environment Management Sector - Abu DhabiThe Environment Agency-Abu Dhabi (EAD) is looking for a dynamic, motivated and creative individual with a track record of results to lead its Environment Management Sector. The challenge: The United Arab Emirates is a place where environmental issues are paramount in the government’s drive towards development and sustainability. It is home of the ambitious Masdar Initiative and the International Renewable Energy Agency, with the UAE also tackling energy and water issues through its ground-breaking Ecological Footprint Initiative.

About us: The Environment Agency-Abu Dhabi, in the UAE’s largest emirate, has been leading on conservation and regulation of the environment since 1996.

The job: This is a unique opportunity to develop and implement environmental regulations and standards that will help in fulfilling Abu Dhabi’s vision of becoming one of the top governments in the world. You will lead a high performing multi-disciplinary team with the responsibility for development of continuous improvement plans to enhance environmental performance in Abu Dhabi. You will also ensure the following and implementation of relevant policies, procedures and systems to meet best practice and improving them where required. You will have overall responsibility for the day to day management and direction of the Environment Management Sector which includes: Environment Inspection & Auditing, Environment Permitting & Assessment, Environmental Health & Safety, and Air & Climate Change Departments.

About you: You should have a minimum of 15 years’ experience with at least the last 6 years at senior level in a similar / relevant role. The academic requirements are for a PhD or MSc in Environmental Engineering and / or Environmental Management from a reputed academic institute. Experience of UAE/Middle East is a plus.

Deadline for applications: 2 weeks from the date of the advertisement. Send your CV, letter explaining your professional experience and address either by fax: +971 2 4464728 or online : www.ead.ae/en/ejobs

Recruitment advertisement

Corporate advertisement

Coming soon

page 47page 47Author’s note: The grid is only shown here as a guide.


Imagery

We use imagery to illustrate our brand in a powerfulway. The environment we aim to protect and the arenain which we work is visually exciting and this should bereflected in the communications we produce. We aimfor high quality images and when it comes to ‘people’shots, we avoid staged shots and instead use shots ofEAD employees in action. We avoid depressing, overcast and dull images. Moreover, all imagery isaccurately captioned. We credit our photographers asshown on the left.

Some necessary technical specifications:-- Resolution : minimum 300 dpi (for A4 approximate

size).- Uncompressed RGB files, not single channel

grayscale or CMYK.- TIFFs or JPEG’s saved at the highest quality setting. - Prepare your photos: adjust levels, curves, color

balance, and other essential settings to produce thebest looking images.

- As little cropping as possible.

Photo sample with credits

Photo sample with watermark

Environment Agency-Abu Dhabi© Xavier Eichaker

© Environment Agency-Abu Dhabi / Myyas Qergash

page 48page 48Author’s note: The grid is only shown here as a guide.


Green Printing

We are committed to respecting and protecting the

environment, and we understand the importance of

seeking out green printing practices and doing our part

to help ensure responsible environmental stewardship.

We are also committed to make sure that our

production is of high quality and at the same time with

less environmental impact.

By using FSC-Certified and Recyled paper, we are

showing our commitment to eco-friendly printing and

responsible forest management.

Paper to Be Used When Printing

1. Print on recycled paper and add recylcled sign.

Or2. Print on FSC-certified paper in the following form.

3. Paper weight recomended for different publications:

For books:- 120-135 gsm (inside pages).- 170-300 gsm (cover).

For brochures:- 120-170 gsm (inside pages).- 200-300 gsm (cover).

Paper used is sourced from sustainable forests.

Printed using soya ink.

Forests Stewardship Council

page 49Author’s note: Standard signage systems are available in the local market


Signage 1

Internal; Directional AThese illustrations indicate style only. For moredetailed information on specific systems and suppliers,contact the Communications & Marketing Department.The design is based on brushed steel structuresbearing an etched motif.

Graphics are applied on coloured steel plates.

External; Directional BThe external signage should carry the full logo andclearly indicate designated direction. The base of the signage is galvanized metal onto which the logo isapplied as a silk-screen impression.

Internal; Informational CVarious signage requirements exist within the Agency.The visuals show typical applications;

Stand alone directional C1

Name plate/doors C2Door signage should always carry the name of the individual accompanied by his/her position within theorganization

Name plate/desks C3Desk signage should always carry the name of the individual accompanied by his/her position within theorganization

Internal; Informational C1



Razan Khalifa Al Mubarak




Internal Directional A

External Directional B

page 50Author’s note: Standard signage systems are available in the local market


Signage 2/Branding

The visual language of the Environment Agency-AbuDhabi extends to other collateral items such as display, exhibition and public areas. This page showsexamples of how such elements may adopt the identity.

Internal; Information Panel AA wide screen monitor is built into a free standing monolith. The monitor displays a looped DVD showing relevant material.

Graphics are applied on coloured steel plates.

External; Directional BThe external signage should carry the full logo andclearly indicate designated direction. The base of the signage is galvanized metal onto which the logois applied as a silk-screen impression.

Internal; Public Area CDesigners should look for opportunities to express the brand language in a 3 dimensional sense.

Internal; Information panel/television monitor A

External; Directional B

Internal; Public area C

page 51


Electronic Presentations

The presentation format is based on a simple grid;

• The logo appears on all frames.

• Simple fades should be used to transition from one slide to the next - avoid special effects.

Logo appears in a fixed position

Body text: Gill San Regular 18

Keep content consice

Sub-heading: Gill San Bold Italic 18

Heading: Gill Sans Bold 28

Author’s note: The grid is only shown here as a guid.e

page 52


Website Template Design

The design of EAD website must follow ADSICguidelines.


page 53


E-mail Signature

Under redesign


Coming soon

page 54


Gift Wrapping

A number of designs have been approved for use as giftwrapping. Use these to extend the reach of the brand.

Colour variations and applications may be varied with the prior permission of the Communications & MarketingDepartment at the Environment Agency-Abu Dhabi.

Repeat logo on solid blue PANTONE® Uncoated 301

Repeat logo on solid green PANTONE® Uncoated 3415

Repeat logo on metallic silver

Various box configurations may be considered.

Two such configurations areshown here.

Documents

EAD Brand Guidelines v.2