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2009. Al Hilal Bank. Corporate Guidelines


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0.0 Al Hilal Brand manual

0.1 hello

0.2 so how do you use it?

1.0 introduction

1.1 the big picture

2.0 meet the brand

2.1 who we are and what we do?

2.2 vision & mission

2.3 brand values

2.4 brand essence

2.5 brand promise

2.6 brand model

2.7 brand personality

3.0 brand architecture

3.1 overview

3.2 model

4.0 identity

4.1 tone of voice

4.2 where are identity came from

4.3 master identity

4.4 identity formats

4.5 identity dimensions

4.6 exclusion zone

4.7 positioning (A, B, C, D)

4.8 icon

4.9 identity over image and applied on backgrounds

4.10 minimum size

4.11 incorrect usage

4.12 primary colour palette

4.13 secondary colour palette

4.14 typography english

4.15 typography arabic

4.16 brandline

4.17 brandline lockup english/arabic

4.18 photographic style

4.19 photographic usage examples (A, B, C)

4.20 incorrect photography

4.21 patterns / textures


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5.0 stationery

5.1 letterhead

5.2 letterhead continuation sheet

5.3 facsimile

5.4 facsimile continuation sheet

5.5 business card front

5.6 business card back option 01

5.7 business card back option 02

5.8 notepad A4

5.9 notepad A5

5.10 compliment slip general

5.11 compliment slip Mohamad Zaqout

5.12 DL window envelope (outside)

5.13 DL window (outside)

5.14 A4 envelope white (outside)

5.15 A4 envelope orange (outside)

5.16 A3 envelope white (outside)

5.17 A3 envelope orange (outside)

5.18 corporate folder

5.19 ceo letterhead

5.20 ceo letterhead continuation sheet

5.21 ceo business card front

5.22 ceo business card back

5.23 ceo compliment slip front

5.24 ceo compliment slip back

6.0 endorsements

6.1 overview

6.2 Al Hilal Bank join ventures

6.3 Al Hilal Bank co-branding

7.0 products

7.1 cheque book

7.2 application forms

7.3 debit cards

7.4 credit cards

7.5 leaflets

8.0 advertising

8.1 overview

8.2 vertical print ads

8.3 horizontal print ads

8.4 corporate advertising (English / Arabic)

8.5 product advertising

8.6 billboards

8.7 banners

8.8 flags


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9.0 digital media

9.1 corporate website - homepage

9.2 corporate website - supporting pages

9.3 email signature

9.4 powerpoint template

9.5 touch screens

9.6 atm screens

9.7 atm receipt

10.0 corporate

10.1 overview

10.2 front cover

10.3 sample spread 1



10.6 back cover

11.0 merchandise

11.1 pen

11.2 presidents cup

11.3 lanyards

11.4 caps

11.5 mugs

12.0 segmentation (COMING SOON)

13.0 print spec

13.1 paper stock

13.2 print finish

14.0 contact

14.1 details

15.0 legal (COMING SOON)


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Welcome

hello . so how do you use it?

Welcome to Al Hilal Bank. A bank not like any other bank. A bank thats fresher, smarter and brighter. To show you what makes us so different, weve put together these guidelines to take you through everything you need to know about who we are and how our bright orange brand communicates to our customers, from how to produce our corporate stationery to the correct way to format emails. To start with, we decided to put it online, so you can access it whenever and wherever you need it, instead of having some big bulky folder sitting on your desk gathering dust. And weve made it really simple to use, so youll do exactly that, use it.

Now its over to you.

Al Hilal brand manual hello

The mall branch was nominated

to the Guinness Book of World

Records for the biggest bank

branch in the world.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Al Hilal brand manual so how do you use it?

hello . so how do you use it?

Its in our nature to try and make things as simple as we can. Thats the whole reason for making these brand guidelines digital. They are there to help you apply the Al Hilal brand to everything you do.

They should be used as something to refer to when you are considering applying the brand across all forms of communication. This is to make sure the brand always communicates in a consistent way to our customers and partners.

Everything you need to know should be here, but if you think of something weve

missed, speak to the Al Hilal marketing team.

We opened 6 of our branches in

record time. In only 4 months!


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

introduction the big picture

Theres no great mystery to us and our brand. We simply give our customers the kind of bank they asked for. One thats principled, professional, progressive and believes in partnerships. So who were we to argue with them?

Driven by Shariah compliance, we deliver exceptional standards with a fresh and sophisticated approach, to achieve something pretty special in banking.

We also believe its all about people. After all, without people we wouldnt have a bank. Thats why we keep things nice and simple, because life is complicated enough already.

And finally, we stick to our strong Islamic values. Theyre important to us. We think theyre important to our customers too.

Again, its all simple stuff, but it makes a world of difference.

You can finance and drive your

car out in the same day with Al

Hilal Bank.


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OK, so what exactly makes us, us? Well, it takes more than just a lot of money to make our bank special.

It takes planning, a clear vision of what we were trying to do and determination to do it in a completely different, yet relevant way.

We always make things simple and clear for our customers and also for ourselves. Thats what makes us stand out. Thats what makes us Al Hilal.

meet the brand who we are & what we do

planning

vision

simple

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The Al Hilal Logo represents

customers at the center of

everything we do.


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Our vision is to be the leading Islamic financial institution in the region, renowned for its service excellence and differentiation.

A place where skilled staff, from a variety of diverse cultural backgrounds, can work collaboratively to create innovative Shariah compliant financial solutions that set new trends

and sound banking standards.

And our mission is to help the UAEs national growth and prosperity, while raising the profile of Islamic banking globally, to create value for all our stakeholders.

meet the brand vision & mission

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

We have a whole section of the

bank just for you, ladies.


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Our values are very important to us. They make us who we are and shapes what we do everyday within the bank. Again weve tried to make them easy to remember.

They are the 4 Ps:

Principled This means were Shariah compliant.Professional This means we offer exceptional standards.Progressive This means we have a fresh & sophisticated approach.Partnership This means we work together to achieve.

meet the brand brand values

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Kids can go wild in our

ball pits.


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Were people, people, so in order to look after the day-to-day needs of our customers we first look for great people to work for us. People who are astute and innovative. People who are efficient and proactive. People who are friendly, flexible and

perceptive. People who can personalise fast and effective solutions. And most importantly, people who are trustworthy, ethical and respectful of our principles.

meet the brand brand essence

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

We have a study and internet

area in our teens section.


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Everything we do here at Al Hilal Bank from the way we think, our policies and procedures, even the design of our logo, is built upon one simple promise.

This promise is a constant reminder of why we come to work at the bank every day. That promise is to provide banking designed and centred around our customers.

meet the brand brand promise

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Al Hilal Bank has 8 branches

across the UAE.


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Now if we bring all the pieces together; our Mission, our Values, our Essence and our Promise, we can create this - Our Brand Model.

Its a really good way of giving you a better picture of who we are and what our aims are.

meet the brand brand model

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

We have an actual tree in our

kids section.


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Just like every brand, we have a brand personality.

This is what people engage with, and hopefully, what they like about us. A brand personality is like meeting someone for the first time. You decide whether you like them, if you have anything in common with them and whether you want to see them again.

meet the brand brand personality

But we cant just attach all the really nice desirable parts of a personality to our brand; it has to be a true reflection of who we are. That way we dont mislead or disappoint our customers by telling them something were not.

Heres a simple diagram to explain what we mean.

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal



everything we do.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Brand architecture is the communicative structure thatrepresents the relationship between the corporate brand andits brand competency and portfolio.

It serves as a contemporary monolithic architectural model.

brand architecture overview

Describes Relationships Parent to group companies, company to business units, company to products, products across a range

Expresses Market Strategy Defined by business strategy, framework for development, facilitates decision making

Ensures Relevance Reflects audience needs, enables customer navigation and responds to market change




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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Above is the model to help define Al Hilals portfolio of varied services.

There are two main categories: corporate and segments.

Al Hilal also provides an essential range of products to their customers as well an elite. The segments consists of four main categories: Laha, Zghaar, Tharwa, and Fresh.

brand architecture model




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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Just like people, we have our own way of speaking, whether thats to our customers, our partners and suppliers or internally. So its really important to always speak in the same way.

We speak as a friend there to help and advise people. We speak clearly and simply so theres no room for confusion.

identity tone of voice

we do say

Let me take down your details and Ill get one of our consultants in car finance to contact you at your convenience.

I see your credit card is about to expire, would you like us to order you a new one?

We can go through the application form together, Ill explain the terms and conditions before you sign them and as soon as your account has been approved, well contact you to finalise any further details.

There are procedures we need to follow, but we understand your situation and will do everything we can to speed up the process.

words we like perceptive, proactive, approachable, accountable, astute, achieve

Our tone is enthusiastic and helpful, and we are respectful of our strong Islamic values.

And of course, we should always have a sense of fun. After all, banking doesnt have to be dull.

We have a movie theatre in

our mall branch.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Our identity is more than just a bright orange logo. Represented in its two simple shapes, the square within a circle, it captures everything that we as a bank are about.

A bank that has people at the very centre of its thinking. Where every service and product it offers is there to help take care of the lives of our customers.

identity where our identity came from

CircleThe circle represents Al Hilal Bank and our all-embracing approach to our customers. Our customers are surrounded by financial support in every aspect of their life. This is why we say Its all about you.

SquareThe customer is at the centre of everything we do. The square not only portrays this, it also illustrates the importance of attending to the individual needs of our customers.



Hilal Bank.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The Al Hilal Bank logo consists of two main elements: the wordmark and the icon.

As weve already described, the icon demonstrates the strong relationship between the Bank and our customers, which combines with a fresh and modern style of typography.

identity master identity

WORDMARK

ICON

REVERSED OUT ON GREY REVERSED OUT ON ORANGE

The logo should always appear clear and precise, so avoid using backgrounds with too much detail or any colours that weaken its appearance and/or contrast with the logo.

This is our primary logo, so where the wordmark appears the format and relationship must never change.



everything we do.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The dual language stacked version is the master identity logo and primary logo used on all applications.

However, the identity can also be used in alternative versions if required. Here are a few examples of different wordmark and icon relationships.

In Section X.X, its made really clear that when it comes to credit cards, the identity changes. The dual language horizontal lock-up is used instead. However, for all stationery and/or advertising material, the dual language stacked version is the preferred lock-up to use.

identity identity formats

ENGLISH ONLY

DUAL LANGUAGE HORIZONTAL

DUAL LANGUAGE STACKED_MASTER IDENTITY

ARABIC ONLY

DUAL LANGUAGE HORIZONTAL EXTENDED

DUAL LANGUAGE STACKED EXTENDED_OUTDOOR & SIGNAGE USE

We have a caf in our mall

branch.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The cap-height for both the Latin and Arabic logotype becomes the fixed x measurement used for the identity lock-up shown above.

All the proportions of the logotype and icon lock-up are based on a multiple of x.

identity identity dimensions

EXCLUSION ZONE

0.3x

1.1x

1.7x

x

x

MASTER IDENTITY DIMENSIONS

We have a movie theatre in our

mall branch.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The exclusion zone is the safe area around the Al Hilal logo. The reason why it is there is to allow the logo to stand out really clearly wherever it is placed.

For the master identity, the minimum clear space is based on the height of the icon. This we refer to above as x.

By keeping a safe area around the logo it will always appear clear and precise.

Remember that the minimum clear space shown above should be proportionally applied to all identity lock-ups.

identity exclusion zone

x






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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Wherever possible, the identity should be positioned in the upper right hand corner of the page or layout.

In the examples shown above the margins slightly change, but they have been created to allow for the most accurate

placement of the logo in relation to the size of the layout and most importantly, the purpose of the layout (press ad, stationery, etc). However, in some applications where its visibility is compromised, the identity may be placed in the top left hand corner, as shown in our credit cards.

identity positioning

LETTERHEADS

BUSINESS CARDS

PRESS ADS

CREDIT CARDS

4.5X

3X

GENERAL POSITIONING

CUSTOMER FACING

X EQUALS THE ICON IN PROPORTION TO DESIGN




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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal


LETTERHEADS

BUSINESS CARDS

PRESS ADS

CREDIT CARDS

X

1.5X

GENERAL POSITIONING

CUSTOMER FACING





You can nance and drive your


Hilal Bank.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal


LETTERHEADS

BUSINESS CARDS

PRESS ADS

CREDIT CARDS

1.5X

X

GENERAL POSITIONING

CUSTOMER FACING







everything we do.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal


LETTERHEADS

BUSINESS CARDS

PRESS ADS

CREDIT CARDS

1.5X

XGENERAL POSITIONING

CUSTOMER FACING



However, in some applications where its visibility is compromised, the identity may be placed in the top left hand corner, as shown

in the case of the credit cards. We would love for the logos to be restricted to the left hand margin of 1.5x, but since we are perfectionists, that rule can be broken in order to ensure that the logo is always left aligned to the credit card chip.




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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

As we have already mentioned the circle of our icon represents Al Hilal Bank and our all embracing approach to our customers. Here the square is our customers and the circle is Al Hilal. Thats why the icon was designed to be a perfect square in the very centre, balanced and protected by an outer circle.

The icon is a crucial part of the logo and should never be used alone. It should only sit in one of the approved logo lock-ups.

As you will see further on in the guidelines, the whole icon begins to be used as a measurement tool for our grids, margins, and positioning. This we refer to as x.

identity icon

.23y

.23y

.53y

.53y

y

x




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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Whenever the logo is reversed out of a coloured background, it should be seen in full white and sit comfortably in one of the designated positions.

If the logo is seen on images and/or backgrounds, it is important to make sure that there is a strong colour contrast. Also, when

the logo is reversed out in white, it is seen clear and bold.

Remember to never use light areas of colour or lighter backgrounds with the reversed logo. The colour needs to be one of the primary colours in our palette.

identity identity over image and applied on backgrounds

BLACK & WHITE IMAGES WITH DARK BACKGROUND

DARK IMAGES OR BACKGROUNDS

IMAGES WITH ORANGE AN BACKGROUND

DYNAMIC IMAGES OR BACKGROUNDS BRIGHT IMAGES OR BACKGROUNDS

BLACK & WHITE IMAGES WITH LIGHT BACKGROUND


ball pits.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

When reproducing and implementing the logo, make sure that:

The Al Hilal Bank logo appears only in its assigned colours, no others. When reversed out, it must only be in white.

A minimum size has been established to ensure that the logo always appears visible and powerful.

You keep to these general fixed sizes for the Master Identity logo: Business cards 25mm Stationery A4 or < A4 27mm Printed material > A3 32 mm

However, for any other collateral such as endorsements, the Master Identity must never be smaller than 15mm.

identity minimum size

ENGLISH ONLY 15mm ARABIC ONLY 15mm

DUAL LANGUAGE HORIZONTAL 30mm DUAL LANGUAGE HORIZONTAL EXTENDED 35mm

DUAL LANGUAGE STACKED_MASTER IDENTITY 15mm DUAL LANGUAGE STACKED EXTENDED_OUTDOOR & SIGNAGE USE 20mm


kids section.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

identity minimum size

DUAL LANGUAGE STACKED_ MASTER IDENTITY 15mm

When reproducing and implementing the logo, make sure that:

The Al Hilal Bank logo appears only in its assigned colours, no others. When reversed out, it must only be in white.

A minimum size has been established to ensure that the logo always appears visible and powerful.

You keep to these general fixed sizes for the Master Identity logo: Business cards 25mm Stationery A4 or < A4 27mm Printed material > A3 32 mm

However, for any other collateral such as endorsements, the Master Identity must never be smaller than 15mm.


across the UAE.


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1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Always remember to use approved master artwork. Never alter or make up your own version of the identity lock-up.

Here are some examples of what must never ever happen. In order to maintain a strong visual style and consistent brand

representation for Al Hilal, always follow the above rules when it comes to using the logo and other elements across the brand.

identity incorrect usage

DO NOT CHANGE LOGOTYPE DO NOT CHANGE THEPROPORTIONS OF LOGO

DO NOT CHANGE/ALTER THE IDENTITY LOCKUP

DO NOT DISTORT LOGO COLORS (IF REVERSED OUT - THEN APPLY WHITE)

DO NOT OUTLINE LOGOTYPE

DO NOT ROTATE LOGO (OTHER LOCKUPS EXIST IF NEEDED)

DO NOT PUT LOGO ON BUSY IMAGES

DO NOT DISTORT LOGO

DO NOT USE SHADOWS

DO NOT USE THE ICON AS A SUPERGRAPHIC

DO NOT CROP LOGO

DO NOT PLACE LOGO ON BACKGROUNDS WITH NO CONTRAST



everything we do.


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1.0 introduction

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4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

There are two main colours that make up the primary colour palette of Al Hilal Bank. These are Pantone 165C and Pantone 447C (opacities of 100% 50% and 20%). Also, there are large areas of white space that are integral to our brands identity.

Pantone standards are shown in the current editions of the Pantone Colour Publications. The colors shown here are not intended to match the Pantone colour standards and are an indication only.

* Pantone is a registered trademark of Pantone , Inc.

identity primary colour palette

PANTONE 165 C

fresh orange .PANTONE 165 C

C 0 M 59Y 69K 0

R 245G 132B 38

PANTONE 447 C

principle grey .PANTONE 447 C100%

C 0 M 0Y 10K 90

R 68G 77B 62

PANTONE 447 C

capital grey .PANTONE 447 C50%

C 0 M 0Y 5K 45

PANTONE 447 C

atm grey .PANTONE 447 C20%

C 0 M 0Y 2K 18






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11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The secondary colour palette is made up of Pantone 137, 2613, 1795, and 298. These can be used across all the graphic elements to increase depth and warmth to the Al Hilal visual language.

Pantone standards are shown in the current editions of the Pantone Colour Publications. The colours shown here are not intended to match the Pantone colour standards and are an indication only.

* Pantone is a registered trademark of Pantone , Inc.

PANTONE 137 C

interest yellow .PANTONE 137 C

C 0 M 35Y 90K 0

R 252G 176B 52

PANTONE 2613 C

NASDAQ purple .PANTONE 2613 C

C 63 M 100Y 0K 15

R 108G 32B 126

PANTONE 1795 C

flushed red .PANTONE 1795 C

C 0 M 94Y 100K 0

R 238G 52B 36

PANTONE 298 C

pinstripe blue .PANTONE 298 C

C 69 M 7Y 0K 0

R 19G 181B 234

identity secondary colour palette




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11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The primary font family when it comes to the English versions of our communications is GENERIS SANS COM.

Generally we prefer GENERIS SANS COM LIGHT to be used, but when more stand out is needed then Regular and Bold weights can also be used.

The Italic weights of this typeface can also be used, but not too often.

When it comes to any electronic media then ARIAL should always be used.

ABCDEFGHIjKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

identity typography english

MAIN BODY TEXT

Generis Sans Com - LightABCDEFGHIJKLMNOPqRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Generis Sans Com - RegularABCDEFGHIjKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Generis Sans Com - Italicabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Generis Sans Com - MediumabCdefghijklmnopqrStuvWxyzabcdefghijklmnopqrstuvwxyz0123456789

Generis Sans Com - BoldABCDEfGHIjKLMNoPQRStuvwxYzabcdefghijklmnopqrstuvwxyz0123456789

Electronic Applications - ArialAbcdEfghijklmNOPqrsTuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Ardleys Handabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Generis Slab Com - Mediumabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Generis Slab Com - Boldabcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789



Hilal Bank.


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10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal


abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

MAIN BODY TEXT FOR ALL MATERIALS USED IN EVENTS

Even though the primary font family used for Al Hilal in English is GENERIS SANS COM, GENERIS SLAB COM is used for special events to add variety to the typographic style. Further on in this manual, the use of GENERIS SLAB COM is illustrated through the Presidents Cup Event.

The font brings the brand to life, moving away from the more corporate and ATL visual language to this bold and prominent language for events. This typeface should be restricted to only the Medium and Bold weights.

ARDLEYS HAND is only used for the Staff Handbook.












everything we do.


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13.0 print spec

14.0 contact

15.0 legal


STAFF HANDBOOK ONLY - NEVER TO BE USED FOR PRIMARY COMMUNICATION

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz0123456789

Even though the primary font family used for Al Hilal in English is GENERIS SANS COM, GENERIS SLAB COM is used for special events to add variety to the typographic style. Further on in this manual, the use of GENERIS SLAB COM is illustrated through the Presidents Cup Event.

The font brings the brand to life, moving away from the more corporate and ATL visual language to this bold and prominent language for events. This typeface should be restricted to only the Medium and Bold weights.

ARDLEYS HAND is only used for the Staff Handbook.













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10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The primary font family when it comes to the Arabic versions of our communications is GE SS.

Generally we prefer GE SS LIGHT to be used, but when more stand out is needed in any printed communication, then

Medium and Bold weights can be used. The Italic weights of this typeface can also be used, but not too often.

When it comes to any electronic media then ARIAL UNICODE MS should always be used.

0987654321

GE SS - ultra Light

0987654321

GE SS - Light

0987654321

GE SS - Medium

0987654321

GE SS - Bold

0987654321

identity typography arabic

HEADLINES

Electronic Applications - Arial unicode MS

. > < ] [ { } 0987654321




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11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Both the English and Arabic brandlines were hand drawn to add movement and a personal touch to the somewhat contrasting structured and modern typography behind Al Hilal Bank.

The brandline is almost always seen in a single language at a time and we will illustrate the guidelines to their individual

lock-ups further on. However, in a lot of instances, the dual language brandline is used as the welcoming face of the Al Hilal brand used in 3D environments and digital media.

The next section discusses the graphic lock-up and relationship the brandlines have with the 800 66 66 66 number.

identity brandline

DUAL LANGUAGE BRANDLINE

X

X

0.5X

0.5X

0.5X

0.5X


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9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

A lock-up has been created to help consistently position and align the Al Hilal Bank logo with the brand brandline, phone number and url.

The lock-up above shows the brandline being centred in height with the 800 66 66 66 number. Their x-height is 0.6x of the icon.

The margin between the brandline and the number and url is also 0.6x. It is advised to always have the lock-up justified to the width of the logo.

The same rules apply to the Arabic version of the lock-up as well.

identitybrandline lockup English Arabic

X* please note that this is NOT a fixed height for the logo in relation to the brandline lockup. it is to illustrate the justified alignment only.

0.6X

0.6X

0.6X


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7.0 our products

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10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

identitybrandline lockup English Arabic

X* please note that this is NOT a fixed height for the logo in relation to the brandline lockup. it is to illustrate the justified alignment only.

0.6X

0.6X

0.6X

A lock-up has been created to help consistently position and align the Al Hilal Bank logo with the brand brandline, phone number and url.

The lock-up above shows the brandline being centred in height with the 800 66 66 66 number. Their x-height is 0.6x of the icon.

The margin between the brandline and the number and url is also 0.6x. It is advised to always have the lock-up justified to the width of the logo.

The same rules apply to the English version of the lock-up as well.


across the UAE.


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11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

Our photography style, whether commissioned or purchased stock images, brings the very real world of Al Hilal to life.

All the models must appear natural and remain true to the local Emirati way of life.

identity photographic style

BLACK & WHITE PORTRAIT IMAGES

LIFESTYLE IMAGES AGAINST ORANGE BACKGROUND

ENERGY IMAGES AND BACKGROUNDS

The rich contrast in the black and white portrait images paints a picture of real people, doing real things, in real places, which is central to our brand. The lifestyle images are against our fresh orange and again show people in everyday activities. The Energy images are abstract textures and colours, which are strong visual representations of the Al Hilal brand.



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9.0 digital media

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11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The example above gives a really good idea how Black & White portrait images are used for the Al Hilal brand.

It is important to remember to use full bleed imagery and a clean, well structured design layout.

It is crucial that all photography is inline with the Al Hilal brand and our strong Islamic values. The next section will illustrate this point further.

identity photographic usage examples




GENERAL PHOTOGRAPHIC USAGE

ADVERTISING






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13.0 print spec

14.0 contact

15.0 legal






ADVERTISING

The example above gives a really good idea how Lifestyle against orange images are used for the Al Hilal brand.


It is crucial that all photography is inline with the Al Hilal brand and our strong Islamic values. The next section will illustrate this point further.We open

ed 6 of our branches in



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12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal






FOLDER OUTSIDE COVER

The example above gives a really good idea how Energy images are used for the Al Hilal brand.


It is crucial that all photography is inline with the Al Hilal brand and our strong Islamic values. The next section will illustrate this point further.You can

finance and drive your


Hilal Bank.


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10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

The most important thing to remember with our photographic style is to make sure we are always conscious of the Islamic values behind our brand.

For all photo shoots and art direction, these four main elements need to remain constant considerations:

1. Not to reveal any hair when wearing a veil2. Not to change the orange background in any shots3. Not to bare any skin on photographs of women4. Not to crop pictures poorly

identity incorrect photography

DO NOT REVEAL ANY HAIR WHEN WEARING A VEIL

DO NOT CHANGE ORANGE BACKGROUND TO ANY OTHER COLOR

DO NOT BARE ANY SKIN WHEN PHOTOGRAPHING AN ADULT WOMAN

DO NOT CROP PICTURES INCORRECTLY



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10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

A few variations of patterns have been created to help with the visual language of Al Hilal bank as a whole. Firstly, we have our corporate retail pattern which is used for all our cards (debit and credit cards), while the sub-patterns are used predominantly for any 3D environments and on some cards as well. The corporate retail pattern in reverse is also used for cards, while the Wealth

Management pattern needs to be confined to only the Wealth sections.

The use of these patterns will become apparent in further sections in this manual. Please note these patterns are best used in vector artwork for highest resolution.

identity patterns / textures

Client: Project:Job Name:

Al Hilal BankVisual Language22100889

Stage:Date:

216.04.08

SUB PATTERN OPTIONS(FOR USE IN INTERIOR GRAPHICS)

Designer: Sarah CollisClient: Project:Job Name:


Stage:Date:

216.04.08

WEALTH MANAGEMENT PATTERN

Designer:

Client: Project:Job Name:


Stage:Date:

216.04.08

CORPORATE/RETAIL PATTERN

Designer: Sarah Collis

CORPORATE RETAIL PATTERN CORPORATE RETAIL PATTERN - REVERSE

SUB PATTERNS FOR USE IN INTERIOR DESIGN / 3D SPACES

WEALTH MANAGEMENT PATTERN


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stationeryletterhead

C

E

B

800 66 66 66alhilalbank.ae

63111 . . .

Al Hilal Bank, PO Box 63111 Abu Dhabi, UAE

T. 000 0 000 0000 F. 000 0 000 0000

2.5x

4.5x 3x

2.7cm

justified

Font GE SS Light Size / Leading 8pt / 9pt

Font Generis Sans Com Regular Size / Leading 7.5pt / 8pt

Font Generis Sans Com Regular Size / Leading 8pt / 8pt

A D

B E

C

Dimensions W 21 x H 29.7 cm Stock Splendorgel Extra White Gsm 100 Color Pantone 165 / Pantone 447 Logo 2.7 cm



D

A






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13.0 print spec

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15.0 legal

stationeryletterhead continuation sheet


2.5x

4.5x 3x



A

AB


B

2.7cm

justified




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14.0 contact

15.0 legal

stationeryfacsimile

A

C

C

ED

F

B

A

B

C

D

E

F

63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000


To: From:

Fax: Pages: 1 of

Phone: Date:

Subject:

FACSIMILE

2.5x

4.5x 3x Dimensions W 21 x H 29.7 cm Stock Splendorgel Extra White Gsm 100 Color B/W Logo 2.7 cm






Font Generis Sans Com Medium Size / Leading 20pt / 28pt

2.7cm

justified



Hilal Bank.


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13.0 print spec

14.0 contact

15.0 legal800 66 66 66alhilalbank.ae

2.5x

4.5x 3x

BA

stationeryfacsimile continuation sheet

Dimensions W 21 x H 29.7 cm Stock Splendorgel Extra White Gsm 100 Color B/W Logo 2.7 cm2.7cm

justified



A

BThe Al Hilal Logo represents


everything we do.


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stationerybusiness card front

Mohamed Jamil Berro

CEO

[email protected]

x

x

x

1.5x

A

CD

E

B

.5x

Dimensions W 8.5 x H 5.5 cm Stock Splendorgel Extra White Gsm 340 Color Pantone 165 / Pantone 447 Logo 2.5 cm

A

B

C

D

E


Font Generis Sans Com Medium Size / Leading 10.5pt / 14pt




2.5 cm




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stationerybusiness card back option 1


63111 . . .


T. 000 0 000 0000 M. 000 00 000 0000

F. 000 0 000 0000

x

x

2x

x

1.5x

A

C

D

E

B

A

B

C

D

E






Dimensions W 8.5 x H 5.5 cm Stock Splendorgel Extra White Gsm 340 Color Pantone 165 / Pantone 447

justified




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stationerybusiness card back option 2

x

x

2x

x

1.5x

A

C

D

E

B

A

B

C

D

E






Dimensions W 8.5 x H 5.5 cm Stock Splendorgel Extra White Gsm 340 Color Pantone 165 / Pantone 447

justified


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stationerynotepad A4


C

E

B


63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

2.5x

4.5x 3x

2.7cm

justified




A D

B E

C



D

A


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stationerynotepad A5


63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

2.5x

4.5x 3x Dimensions W 14.8 x H 21 cm Stock Splendorgel Extra White Gsm 100 Color Pantone 165 / Pantone 447 Logo 2.7 cm

A

B



A

B

2.7cm

justified


across the UAE.


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stationerycompliment slip general

A

C

DE

F

B

2x

2.5x2.5x

1.5x

63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

With Compliments


A

B

C

D

E

F






Font Generis Sans Com Light Size 18pt


2.7cm

justified



everything we do.


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stationerycompliment slip CEO

F

2x

2.5x2.5x

1.5x

63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

With Compliments


From the office of CEO

A

B

C

D

E

F

G

Dimensions W 21 x H 9.9 cm Stock Splendorgel Extra White TBC Gsm 160 TBC Color Pantone 165 / Pantone 447 15% Pantone 447 Logo 2.5 cm

A

C

DE

B

G



Font Generis Sans Com Regular Size 10pt/12pt



Font Generis Sans Com Regular Size / Leading 8pt / 8pt Font Generis Sans Com Regular Size / Leading 14pt / 11pt






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stationerycompliment slip Mohamed Zaqout

F

2x

2.5x2.5x

1.5x


63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

With Compliments

From the office of Mohamed Zaqout

A

B

C

D

E

F

G

Dimensions W 21 x H 9.9 cm Stock Splendorgel Extra White Gsm 160 Color Pantone 165 / Pantone 447 15% Pantone 165 Logo 2.7 cm

A

C

DE

B

G

Font Generis Sans Com Regular Size /Leading 12pt / 11pt


Font Generis Sans Com Regular Size 10pt/12pt





2.7cm

justified




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15.0 legal

stationeryDL window envelope outside

A

D

B

E

C

A

B

C

D

E






Dimensions W 22 x H 11 cm Stock Splendorgel Extra White Gsm 100 Color Pantone 165 / Pantone 447 Logo 2.7 cm * Bespoke envelopes with Pantone 447 full bleed on the inside

2.5x800 66 66 66

alhilalbank.ae

63111 .

. .

Al Hilal Bank, PO Box 63111

Abu Dhabi, UAE

T. 000 0 000 0000

F. 000 0 000 0000

63111 .

. .


Abu Dhabi, UAE

T. 000 0 000 0000

F. 000 0 000 0000

800 66 66 66

alhilalbank.ae

1.5x

3x

2.7cm

Assembly Diagram




Hilal Bank.


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stationeryDL envelope outside

A

D

B

E

C

A

B

C

D

E






2.5x800 66 66 66

alhilalbank.ae

63111 .

. .


Abu Dhabi, UAE

T. 000 0 000 0000

F. 000 0 000 0000

1.5x

3x

Dimensions W 22 x H 11 cm Stock Splendorgel Extra White Gsm 100 Color Pantone 165 / Pantone 447 Logo 2.7 cm * Bespoke envelopes with Pantone 447 full bleed on the inside

2.7cm


Assembly Diagram



everything we do.


bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryDL envelope unbranded

Dimensions W 22 x H 11 cm Stock Splendorgel Extra White Gsm 100

Assembly Diagram

We also use for security measures, unbranded envelopes as well. They tend to follow the same specs as our other envelopes, but will not contain any Al Hilal Bank logos, branding or information.




bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryA4 envelope white outside

63111


T. 000 0 000 0000 F. 000 0 000 0000


A

CD

B

E

Dimensions W 22.9 x H 32.4 cm Stock Splendorgel Extra White Gsm 160 Color Pantone 165 / Pantone 447 Logo 2.7 cm * Bespoke envelopes with Pantone 447 full bleed on the inside

A

B

C

D

E


Font Generis Sans Com Regular Size / Leading 7.5pt / 8pt Font Generis Sans Com Regular Size / Leading 8pt / 8pt



2.7cm

justified

3x

3x

4.5x




bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryA4 envelope orange outside






63111


T. 000 0 000 0000 F. 000 0 000 0000


ACD

B

E

3.2cm

justified

3x 3x

4.5x


A

B

C

D

EKids can go wild in our

ball pits.


bran

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idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryA3 envelope white outside

63111


T. 000 0 000 0000 F. 000 0 000 0000


A

CD

B

E


A

B

C

D

E






3.2cm

justified

3x

1.5x

4.5x


kids section.


bran

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idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryA3 envelope orange_outsidestationeryA4 envelope orange outside







63111


T. 000 0 000 0000 F. 000 0 000 0000


ACD

B

E

3.2cm

justified

3x 3x

3.5x

A

B

C

D

EAl Hilal Bank has 8 branches

across the UAE.


bran

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idel

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pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationerycorporate folder

Dimensions W 32 x H 24.4 cm Stock Magno Matte Classic Gsm 350 Color Pantone 165 / Pantone 447 Logo 3.2 cm

A

BCE D






A

B

C

D

E

3x

3x

4.5x

2.7cm



everything we do.


bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

63111 . . .


T. 000 0 000 0000 F. 000 0 000 0000

From the office of the CEO Mohamed J. Berro

stationeryceo letterhead

A

CB

D


Font Generis Sans Com Regular Size / Leading 7.5pt / 8 pt

Font Generis Sans Com Regular Size / Leading 8pt / 8 pt

Dimensions W 21 x H 29.7 cm Stock Corolla Damasco Premium White Gsm 100 Color Pantone 447 Logo 2.7 cm Finish Foiling _ 4400 Desert Gold

4.5x 3x

E



2.7cm

A

B

C

D

EThe mall branch was nominated





bran

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idel

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pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryceo letterhead continuation sheet

AB



A

B


4.5x 3x Dimensions W 21 x H 29.7 cm Stock Corolla Damasco Premium White Gsm 100 Color Pantone 447 Finish Foiling _ 4400 Desert Gold

justified




bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryceo business card front

Mohamed J. Berro

Chief Executive Officer

x

x

1.5x

A

CD

B

A

B

C

D





Dimensions W 8.5 x H 5.5 cm Stock Stucco Pentagram White Gsm 160 Color Pantone 447

Logo 2.5 cm Finish Foiling _ 4400 Desert Gold

2.5 cm



Hilal Bank.


bran

d gu

idel

ines

pdf

form

atin

dex

1.0 introduction

2.0 meet the brand


4.0 identity

5.0 stationery

6.0 endorsements

7.0 our products

8.0 advertising

9.0 digital media

10.0 corporate

11.0 merchandise

12.0 segmentation

13.0 print spec

14.0 contact

15.0 legal

stationeryceo business card back

Dimensions W 8.5 x H 5.5 cm Stock Stucco Pentagram White Gsm 160 Color Pantone 447 50 % Pantone 447

Finish Foiling _ 4400 Desert Gold

1.5x


63111 . . .


T. 000 0 000 0000 M. 000 00 000 0000

F. 000 0 000 [email protected]

x

x

A

C

D

E

F

B


Font Generis Sans Com Regular Size / Leading 7.5pt / 8 pt


A D

B E

FC


Font Generis Sans Com Regular Size /

ahb

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