Fakhruddin all in one presentation revised3

C O R P O R A T E I D E N T I T Y G U I D E L I N E S 2 0 1 1

CONTENTS

RATIONALE

INTRODUCTION

FAKHRUDDIN HOLDINGS

FAKHRUDDIN TRADING

FAKHRUDDIN PROPERTIES

FAKHRUDDIN PLASTICS INDUSTRIES

STERLING PARFUMS

PREMIER COSMETICS & TOILETRIES

SEA PEARL PERSONAL CARE

EXTERNAL COMMUNICATION STYLE GUIDELINES

SUMMARY

FURTHER INFORMATION

INTRODUCTION

This document sets the guidelines for our corporate identity. Please take the time to read and understand the guidelines and how they impact on the approach you will take in communicating and delivering our brand promise. Our goal is to create an integrated brand image that is clear, consistent and well communicated across our target markets.

Every Fakhruddin employee is a brand ambassador and it is imperative that you are all aligned with the values of our brand. With every contact we have with our stakeholders and whenever we represent our brand, we have the opportunity to strengthen our brand or to cause it to lose some of its prestige and value. This document provides all the detail you will need to ensure that you present our brand correctly.

Our brand is one of the company’s most valuable asset. Building and protecting the brand by adhering to our standards is everyone’s job.

Fakhruddin Marketing & Communications Department

WHAT IS OUR BRAND?

Branding is a term used by many people every day, but few really understand what it means. A brand is intangible, it’s an image, a reputation or legacy – it’s the one thing that sets us apart from every other company that offers precisely the same products and services as us. It may be the one thing that makes a business or individual consumer select us instead of our competitors.

Our brand communicates and regulates our messages and images in the marketplace and makes us recognizable to our stakeholders. It is what sets us apart from our competition in the market place.

Our brand is our reputation.

THE BRAND

THE BRAND

THE LOGO CONCEPTThe logo represents different entities within Fakhruddin Holdings while symbolically maintaining the F & H. The shapes in the logo represents the solid foundation to show stability and strength.

COLOUR PROPERTIESThe use of colors blue and silver denotes trust and partnership between the different business groups.

TAGLINE

The tagline has no more than three words and resonates from the fact that

Symbol

Logotype

Tagline

THE PHILOSOPHY

Our mission is to develop mutually beneficial relationships with our stakeholders so that we become the partner of choice by providing a portfolio of commercially viable businesses that are market leaders in their respective fields.

MISSION STATEMENT

THE PHILOSOPHY

To become a leading global conglomerate providing a portfolio of dynamic brands that are aligned to the needs of the marketplace.

VISION

INTEGRITYTo believe and demonstrate a moral code of soundness that is aligned to good business ethics.

CREATIVITYTo transcend traditional thought processes and ideas to create intelligent thinking and delivering practical concepts that enhances organizational and individual performance and well-being.!

EMPLOYEE SATISFACTIONEmployees are our biggest assets and brand ambassadors. To provide an environment that promotes talent nurturing and intellectual thinking, creating a positive culture that contributes to the success of the employee and the organization.!EXCELLENT CUSTOMER SERVICESInvesting time to develop strategic relationships with customers that facilitates the delivery of services beyond customer expectations.!SOCIAL RESPONSIBILITYCommitted to improving the quality of life for our employees, their families and the local community.

THE PHILOSOPHY

VALUES

To invest in relationships with our stakeholders that builds confidence and trust in the products and services we offer.

THE PHILOSOPHY

Our brand promise is

BRAND MESSAGES

Our messages that reinforces our value proposition:

Fakhruddin Holdings is a leading conglomerate in the Middle East with a diverse portfolio of successful businesses that includes trading, plastics, beauty and personal care, property development and joint ventures.

Fakhruddin Holdings is committed to investing in relationships with our stakeholders to facilitate sustainable business growth.

Fakhruddin Holdings is constantly looking at innovative ways to add commercially viable brands to our diverse portfolio of products and services.

BRAND PROPOSITION

Fakhruddin Holdings is a leading conglomerate in the Middle East with a diverse portfolio of successful businesses that includes trading, plastics, beauty and personal care, property development and joint ventures.

BRAND POSITIONING STATEMENT

GROUP OVERVIEW - INDUSTRY SPECIALISATION

BEAUTY &PERSONAL CARE

PROPERTYSOLUTIONS TRADING PLASTICS INDUSTRY

PROFESSIONALSERVICES

Fakhruddin General Trading

Marshal Trading

Fakhruddin Gifts & Novelties

AIR SANITATION TECHNOLOGY

Energies & Utilities

Fakhruddin Ibrahim Al Hindi

COMPANY OVERVIEW

Sterling Parfums is the regions specialist in the manufacture and distribution of fragrances with diverse brands catering to the lifestyles of a global audience.

Premier Cosmetics is the regions specialist in the manufacture and distribution of beauty and personal care products.

Fakhruddin Properties is a leading developer of residential, commercial and industrial properties across prime locations within the United Arab Emirates. With a diverse portfolio of properties and a track record of delivering facilities management solutions across industrial, commercial and residential properties, Fakhruddin Properties is a name that you can trust.

Fakhruddin Holdings is a leading conglomerate in

the Middle East for over five decades with a diverse portfolio

of successful businesses that includes trading, plastics, beauty and personal care, property development and

strategic joint ventures.

Akida Holdings specializes in green air technology and has the exclusive worldwide rights to a unique NASA funded technology “Airocide”. Airocide is the only air purifier that completely destroys airborne bacteria, mold, fungi, viruses, volatile organic compounds and odors. Akida Holdings is a joint venture between Fakhruddin Holdings and Akida Holdings.

Fakhruddin Consultancy Services has been developed to provide strategic consultancy services to clients across the energies and utilities sector.

Fakhruddin Trading is the region’s specialist in the wholesale import and export of business and consumer products to clients across Africa, Asia, Europe and the Middle East.

www.fakhruddinholdings.com

Premier Plastic Industries is responsible for the development and manufacture of a diverse range of plastic items that includes cosmetic containers, caps and closures for perfume bottles, aerosols and water bottles using state-of-the-art injection moulding machinery.

Fakhruddin Facilities Management are specialists in providing customized facilities management solutions across residential, commercials and industrial properties.

Fundamental Technical Services are specialists in providing technical operations and maintenance solutions to organizations across residential, commercial and industrial sectors.

Federal Security Services are specialists in providing customized security solutions to clients across industry sectors.

COMPANY OVERVIEW

Fakhruddin Trading is the region’s specialist in the wholesale import

and export of business and consumer products to clients across Africa,

Asia, Europe and the Middle East.

Laser

Kawashi

Excel Power

Laser Tech

Omuda

Lord

Dingo

Peacock

Linc

Geparlys

Vicco

Dulhan

BeautyCollection

Topaz

Yeti

Sea Pearl

Caola

Crystal

Timmy

Lady Diana

NovaDiana

Feah

Formula

Easy Clean Femelle

Caps and closures for

aerosols

Mineral water bottle

caps


perfume bottles

Premier Plastics is responsible for

the development and manufacture

of a diverse range of plastic items

that includes caps and closures

for perfume bottles, aerosols

and mineral water bottles using

state-of-the-art injection moulding

machinery.

COMPANY OVERVIEW

Lake Central

Oasis High Park

Grand Lagoon

Coral International

Trafalgar Tower

Trafalgar Central

Trafalgar Executive

Ajman Shopping Mall

Employee Accommodation

Centers

Warehouses

Residential&

Commercial Projects

Industrial Projects

FacilitiesManagement

Solutions

Fakhruddin Properties is a leading

developer of residential, commercial

and industrial properties across

prime locations within the United

Arab Emirates. With a diverse

portfolio of properties and a

track record of delivering facilities

management solutions across

industrial, commercial and residential

properties, Fakhruddin Properties is a

name that you can trust.

COMPANY OVERVIEW

COMPANY OVERVIEW

Operations

Consultancy

Services

Fakhruddin Facilities Management are

specialists in providing customized

facilities management solutions across

residential, commercials and industrial

properties.

COMPANY OVERVIEW

Insulation contracting

Partitions & false ceiling contracting

Floor & tiling works

Electromechanical equipment installation

Cladding works Painting contracting

Building cleaningservices

Engraving and ornamentation

works

Air conditioning, ventilations & air filtration systems

installation & maintenance

Carperntry &flooring contracting

Health Care

Food

ConsumerCommercial

Floral

Akida Holdings specializes in green air technology and has the

exclusive worldwide rights to a unique NASA funded technology

“Airocide”. Airocide is the only air purifier that completely destroys airborne bacteria, mold, fungi,

viruses, volatile organic compounds and odors. Akida Holdings is a

joint venture between Fakhruddin Holdings and Akida Holdings.

GCS 100GCS 50

GCS 25

COMPANY OVERVIEW

Fakhruddin Consultancy Services has been developed to provide strategic consultancy services to clients across

the energies and utilities sector.

UtilitiesEnergies

COMPANY OVERVIEW

COMPANY OVERVIEW

Logistics

Warehouse Security Maritime Security

Event Security

Data Centres

Hospitals and Schools

Car Parks & Valet

Office Security

Retail Security

Visitor AttractionsSecurity

VIP Protection

ContractManufacturing

Sterling Parfums is the regions

specialist in the manufacture and

distribution of fragrances with diverse

brands catering to the lifestyles of a

global audience.

COMPANY OVERVIEW

Baby Care

Facial Masks

Facial Wash

Moisturizers

Skin Cream

Face & Body Scrubs

Hair Treatment

Herbal Shampoo

Moisturizers

Scrubs

Body Lotion

Facial Cleansers

Styling Gel

Hair Oil & Tonic

Hand Sanitizers

Sun Screen

Nail Polish Remover

Baby Care

Premier Cosmetics is the regions specialist in the manufacture

and distribution of beauty and personal care products.


COMPANY OVERVIEW

Facial Cleansers

PersonalCare

Ear Swabs

Zig zag Cotton

Cosmetic Round

Pads

Cotton Wool Balls

Cotton Rolls

Pocket Tissues

Cosmetic Cottons

Sea Pearl is the region’s specialist and market leader in

the manufacture and distribution of the finest cotton and personal care products across Africa, Asia,

Europe and the Middle East.Contract

Manufacturing

COMPANY OVERVIEW

COMMUNICATION TOOLS

Pantone 2758

Master LogoTo be used in all official business documents and marketing collaterals.

Single Colour Distribution

Black

Special Colour DistributionMetallic Silver Ink

Reverse colour (White)

COMMUNICATION TOOLS

COLOUR PALETTE

Pantone 2758C 100, M 90, Y 10

Pantone 2728C 96, M 69

Black

Pantone 429C 3, K 32

Please note that the use and application of our corporate colours helps to build our brand image by ensuring consistency in our look and feel.

White Special ink metallic silver

COMMUNICATION TOOLS

Full colour logo on a light background

Full colour logo on a white background

Black colour logo on a white background

REPRODUCTION OF LOGO ON LIGHT BACKGROUND

Pantone 2758 colour logo on a white background

COMMUNICATION TOOLS

Silver colour logo on a dark background

REPRODUCTION OF LOGO ON DARK BACKGROUND

White colour logo on a dark colour background

White colour logo on a black background

COMMUNICATION TOOLS

CORRECT USE OF LOGO ON DIFFERENT BACKGROUNDS

COMMUNICATION TOOLS

Business documents

USING THE LOGO

Corporate AdvertisementPresentations

LOGO SPACING

When using the logo, allow it to “breathe” and have maximum impact by preserving a minimum clear space zone around it. The minimum clear space is equal to the height of the F, as illustrated.

Maintaining the clear space zone between the logo and other graphic elements such as type, images, other logos, and the edge of pages, helps to ensure that the logo retains a strong presence wherever it appears. Where possible, allow even more space around the logo.

COMMUNICATION TOOLS

0.5 inch

Minimum size

RESIZING THE LOGO

For legibility in print, we recommend that the logo should not be reproduced smaller in width than 0.5 inch for print.

Legibility of the logotype must be maintained.

Manipulation of the logo in a manner which would cause distortion is not allowed. The logo may be resized, but the proportions must be maintained.

The logo should be proportionately resized from the corner indicated by the arrow on top. Never “pinch” or “stretch” the logo to resize it.

COMMUNICATION TOOLS

The logotype, symbol and tagline should appear together wherever space permits. However, the logo may be used alone but in proximity of the tagline as shown below. The tagline text must be increased by 20% to ensure its visibility along with the symbol and logotype.

COMMUNICATION TOOLS

USING THE TAGLINE

Symbol

Logotype

Tagline

HOLDING COMPANY ASSOCIATION

Endorsement in wordings

Endorsement line with company logo

Endorsement with the Holdings logoin single color

Examples of how to include the Holdings endorsement with its companies and products across communication channels:

COMMUNICATION TOOLS

COMMUNICATION TOOLS

FONT STYLE

INTERNAL USEThis is the ONLY acceptable font for use by employees.To be used in emails, documents, tenders, spreadsheets, et al.

Calibri Regular Calibri Bold

!"#$%&'()*+,-./0123456789:; !"#$%&'()*+,-./0123456789:

<=>?@ABCDEFGHIJKLMNOPQRSTU; ; ;<=>?@ABCDEFGHIJKLMNOPQRST

VWXYZ[\]^_; ; ; ; ; ; UVWXYZ[\]^

EXTERNAL USEThese fonts are ONLY for use by the Marketing Department. To be used in Company Brochures, Advertisements, Website, Flyers, Promotional materials, et al.

Avenir Light (Body text) Avenir Medium (Titles/Heading)

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789

Futura Bold Futura CondensedABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 abcdefghijklmnopqrstuvwxyz 0123456789

Pantone 2758

Black

Black font White font

FONT COLOURS

COMMUNICATION TOOLS

EMAIL FORMAT - CEO / COO

COMMUNICATION TOOLS

$@<M;-M̀ ;*JCI;$J@a

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DKNPN>DIB; @IO; GPO; G<I; PGG<; A@PB<DO; <PBP@M<@NOJ; J?JGJM@; ?JGPKO<; J; >JIN; ?JGJM; NDNHJ?J;

GPKO<OP@MJ;?J;J?;?JGJM@;H<BIDH;?JGJM; <PBP@MJ; @P; A<>DGDN; @<; >JM@; @NOMP?; @PBD<O; Q@GDN; <?;

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?JGPO@;HJGJM@@O;<O@H;Q@G@N@LP<O;<GDO;<GDLP<Oa;Q@G;?JGJM@;A<>D?PDN;?JGJM@;?DBIDN;?JGJMK@M;DG;

@PBD<H>JIN@?;?@GDLP<H>JI;C@IDN;<GDN;<OPH;?PDN;<O`

"JM@; ?@G; PO@; A<>>PH; Q@M>DGG; <JMK@M; N@IO; <GDOa; Q@IDN; <PO@Oa; LPDKNPN; J; @PBP@; Q@MJ; ?JGJM@;

Q@G@I?M@;@PDN;IJN;IJIN@;?JG@NNDH;DGG<;A@PH;?JGJM;NPHN<I;@>O@O;GJM;I>DI;QPGKPO<O;<H@Oa;LPD;

@NOJ;>JIPGKPO;<>DG;DI;@PB<DO;Q@G;@NN@LP<H;UUMDPNOJ;?D<Ha;Q@GDO;RDNNDO;<PO<O`

"@NO;2@B<M?Na

(OM;CH_&;EBLO>>CH

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RRR`A<FCMP??DICJG?DIBN`>JH

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Q@IOPM@N`

B016(#7+14($*28+126($*2C-#2&+4(12=*,7+&*2(=*,(80#(6*4#(%6#(*=(80#(128#2-#-(,#$1;1#28D6E(F=(@*%(+,#(2*8(80#(128#2-#-(,#$1;1#28?(;4#+6#($*28+$8(

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Body textCalibri Regular, 10pts.

DesignationCalibri Bold, 10pts.

DepartmentCalibri Regular, 10pts.

Business NameCalibri Bold, 10pts.

Contact InfoCalibri Regular, 9pts.

Positioning StementCalibri Regular, 8pts.

DisclaimerCalibri Regular, 6pts.

SignatureCalibri Bold, 10 pts.

EMAIL FORMAT - EMPLOYEES

$@<M;-M̀ ;*JCI;$J@a

!I?DKNPH; ?DKNPH; IJ; N; IPGKPO@; H<BIDNNDN; ; @; O@; HJGJM; <?DBIDN; N@LPDKN; PN>DKDNDOa; NDO; Q@G;

DKNPN>DIB; @IO; GPO; G<I; PGG<; A@PB<DO; <PBP@M<@NOJ; J?JGJM@; ?JGPKO<; J; >JIN; ?JGJM; NDNHJ?J;

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?JGPO@;HJGJM@@O;<O@H;Q@G@N@LP<O;<GDO;<GDLP<Oa;Q@G;?JGJM@;A<>D?PDN;?JGJM@;?DBIDN;?JGJMK@M;DG;

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Q@G@I?M@;@PDN;IJN;IJIN@;?JG@NNDH;DGG<;A@PH;?JGJM;NPHN<I;@>O@O;GJM;I>DI;QPGKPO<O;<H@Oa;LPD;

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"@NO;2@B<M?Na

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80#(6#2-#,?(-#4#8#(8016(#7+14(+2-(7+128+12(80#($*2C-#2&+418@(*=(:0+8(@*%(7+@(0+'#(,#+-E









COMMUNICATION TOOLS

COMMUNICATION TOOLS - CORPORATE STATIONERY

A4 SIZE LETTERHEADS / CONTINUATION SHEETS

ENVELOPES

(16 x 22.5 cm)

(10.5 x 23.5cm)

(32 x 22.8 cm)


BUSINESS CARDS

Front Back


INTERNAL MEMOS


FAX COVER SHEET


REPORT COVER / DOCUMENT FORMAT


NOTEPADS/COMPLIMENT SLIPS


POWERPOINT TEMPLATES

TitleCalibri Regular, 24pts.Text color: Corporate Blue

SubtitleCalibri Regular, 18pts.Text color: Corporate Blue

Logo GraphicBackground

HeadingCalibri Regular, 24pts.Text color: Corporate Blue

TITLE PAGE SECTION PAGE

COMMUNICATION TOOLS - PRESENTATIONS


LogoTaglineHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: Corporate Blue

CONTENT PAGE END PAGE


THE BRAND

THE GLOBEThe globe in the logo denotes global penetration - that we are a company that extends boundaries by entering into new markets with new products.

The logo has a modern look which signifies growth while maintaining the F within it.

LOGO TYPEThe name itself positions us clearly in the minds of the customer to say who we are and what we represent.

COLOUR PROPERTIESThe color green has been maintained for continuity with the addition of the blue to signify our strength, growth and the infinite range of services we provide our customers.

TAGLINEThere is no tag line as the company name positions itself.

The Globe

Logotype

Our mission is to source the very best product lines at the lowest price and hold the region’s largest portfolio of diverse products under one roof.

To offer our customers competitive pricing and quality merchandise whilst building relationships of trust and customer service.

THE PHILOSOPHY

MISSION STATEMENT

Our vision is to become the region’s leading wholesaler for import and export of business and consumer products.

THE PHILOSOPHY

VISION


To provide innovative and diverse range of quality products at the best price;

To ensure that the customer experience is memorable and exceeds expectations.

THE PHILOSOPHY

BRAND MESSAGES


• Fakhruddin Trading is the region’s specialist in the wholesale import and export of business and consumer products to clients across Africa, Asia, Europe and the Middle East.

• Fakhruddin Trading provides the most innovative, diverse and cost effective products in the region.

• Fakhruddin Trading has over five decades of experience in building sustainable customer relationships.

• Fakhruddin Trading is recognized as the region’s leading wholesale provider of products that include beauty and personal care, toys, household, hardware and general items.

• Fakhruddin Trading has in-house manufacturing capabilities to facilitate diverse and customized products at competitive pricing with reduced lead times.

• Fakhruddin Trading has the maximum storage capacity to hold excess stocks facilitating bulk buying and economies of scale resulting in competitive pricing and reduced lead times to the customer.

• Fakhruddin Trading works in partnership with leading brands to promote a portfolio of diverse products that are aligned to market needs.

• Fakhruddin Trading is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful businesses.

Fakhruddin Trading is the region’s specialist in the wholesale import and export of business and consumer products to clients across Africa, Asia, Europe and the Middle East.

BRAND PROPOSITION


Fakhruddin Trading is the region’s specialist in the wholesale import

and export of business and consumer products to clients across Africa,

Asia, Europe and the Middle East.

Laser

Kawashi

Excel Power

Laser Tech

Omuda

Lord

Dingo

Peacock

Linc

Geparlys

Vicco

Dulhan

BeautyCollection

Topaz

Yeti

Sea Pearl

Caola

Crystal

Timmy

Lady Diana

NovaDiana

Feah

Formula

Easy Clean Femelle

TRADING BRANDS OVERVIEW

Solid black Reverse colour (White)Gradient

Master LogoTo be used in all official business documents, marketing collaterals and retail signages.


Flat Colour Distribution (No Gradient)When gradient printing is not permissible,(i.e. screen printing, embroidery, carton boxes).

COMMUNICATION TOOLS

CORPORATE PALETTE

Pantone 2758C 100, M 90, Y 10

Pantone 376C 50, Y 99

Black


Pantone 356C 99, M 16, Y 98, K 3

Do not create your own gradient mix. Contact our Marketing and Communications Department to request for a soft copy file in ai or pdf formats.

GRADIENT COLOURS

Grayscale

Full colour

COMMUNICATION TOOLS


Single colour logo on a white background


Full colour logo on a light graphic background

COMMUNICATION TOOLS

Solid white logo on black background

Flat colour logo on Pantone 356 background


Flat colour logo on black background

COMMUNICATION TOOLS


COMMUNICATION TOOLS

LOGO SPACING



COMMUNICATION TOOLS

0.5 inch

Minimum size

RESIZING THE LOGO

For legibility in print, we recommend that the logo should not be reproduced smaller in width than 0.5 inch for print.Legibility of the logotype must be maintained.



COMMUNICATION TOOLS


Endorsement line with the logo



COMMUNICATION TOOLS


FONT STYLE



ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz0123456789 0123456789





COMMUNICATION TOOLS

Black

White font

FONT COLOURS

COMMUNICATION TOOLS


DearMr.JohnDoe,

Andipsum dipsum no s nulpute magnissis e te molor adignis sequips uscipisit, sit velipsuscing ent lut lan ulla feugait augueraesto odolore dolupta o cons dolor sismodoluptatuerodooddoloremagnimdolor auguero eu facilis ea core estrud eugiat velis adtatdioodolorauguemagnacorngeugaitenimvenibhet,quatumsanhendrencinisisisldolutemoloreetatemvelesequatalitaliquat,veldolorefaciduisdoloredignisdolorperileugiamconseddeliquamconhenisalisatumduisat.

Bore del ute faccum vercill aorper sent alit, venis autet, quipsus o eugue vero dolorevelendreeuisnosnonsedolessimillafeumdolorsumsanectetlorncinvulputatamet,quiestoconulputacilineugaitvelessequamzzriustodiam,velitwissitautat.

BestRegards,

Zainab FakhruddinChief Operating OfficerExecutiveBoard

FAKHRUDDIN TRADINGP.O.Box40769-Dubai,UnitedArabEmiratesPhone+97148855588Fax+97148855589Mobile+971551234567E-mailzainab@fakhruddintrading.aewww.fakhruddintrading.ae

FakhruddinTradingare specialist in thewholesale import andexportofbusiness and consumerproducts to clientsacross Africa, Asia, Europe and theMiddle East region. Fakhruddin Trading is amember of FakhruddinHoldings, aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.

Thisemailcontainsconfidentialinformationforthesoleuseoftheintendedrecipient/s.Ifyouarenottheintendedrecipient,pleasecontactthesender,deletethisemailandmaintaintheconfidentialityofwhatyoumayhaveread.






Positioning StatementCalibri Regular, 9pts.

DisclaimerCalibri Regular,8pts.

SignatureCalibri Bold, 11pts.

COMMUNICATION TOOLS


DearMr.JohnDoe,



BestRegards,

Baber JahangirHR Assistant ManagerHR&AdministrationDepartment

FAKHRUDDIN TRADINGP.O.Box40769-Dubai,UnitedArabEmiratesPhone+97148855588Fax+97148855589Mobile+971551234567E-mailhr@fakhruddintrading.aewww.fakhruddintrading.ae

FakhruddinTradingare specialist in thewholesale import andexportofbusiness and consumerproducts to clientsacross Africa, Asia, Europe and theMiddle East region. Fakhruddin Trading is amember of FakhruddinHoldings, aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.


COMMUNICATION TOOLS







DisclaimerCalibri Regular,8pts.


(16 x 22.5 cm)

(10.5 x 23.5cm)

(32 x 22.8 cm)

ENVELOPES


Front Back

BUSINESS CARDS


Zainab FakhruddinChief Operating Officer

INTERNAL MEMOS


FAX COVER SHEET


INVOICE / RECEIPTS


KYC FORM (KNOW YOUR CUSTOMER)



TitleCalibri Regular, 24pts.Text color: White

SubtitleCalibri Regular, 18pts.Text color: White


LogoHeadingCalibri Regular, 24pts.Text color: C50, Y99




LogoSilhouetteHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: C50, Y99



SALES STAFF UNIFORM / NAME BADGE

Embroidered logo

COMMUNICATION TOOLS - UNIFORMS

HOARDINGS / SIGN BOARDS

COMMUNICATION TOOLS - RETAIL SIGNAGE

THE BRAND

Our mission is to develop iconic landmarks around the world catering to the needs of various consumers, offering an innovative and unique lifestyle, which ultimately delivers quality and value to all our stakeholders.

THE PHILOSOPHY

MISSION STATEMENT

Our vision is to serve value and lifestyle to the growing needs of the consumers across the world, through continuous improvement, innovation and commitment, while focusing at the best interests of all our stakeholders in compliance to the environment where we operate and serve.

THE PHILOSOPHY

VISION


To provide residential, commercial and industrial properties that are visually aesthetic and offer exceptional value for money.

To be committed to quality, innovation and excellent customer service that builds trust and empowers respect with our clients.

To offer end to end customized solutions from buying to maintaining your property to the highest standards.

THE PHILOSOPHY

BRAND MESSAGES

Our messages that reinforces our value proposition:Fakhruddin Properties is a reputable developer of residential, commercial and industrial properties across prime locations within the United Arab Emirates.

Fakhruddin Properties has a diverse portfolio of projects comprising apartments, villas, offices, shopping malls and labour camps across the United Arab Emirates that includes Downtown Jebel Ali, Sheikh Zayed Road, Business Bay, Silicon Oasis, Sports City, Jumeirah Village South, The Lagoons, International City and Ajman.

Fakhruddin Facilities Management, a division of Fakhruddin Properties, are specialists in providing customized facilities management solutions across industrial, commercial and residential properties.

Fakhruddin Properties provides cost effective employee accommodation centers that caters to clients’ needs.

Fakhruddin Properties has a diverse range of warehouses in the UAE which provides storage solutions for clients.

Fakhruddin Properties is a member of Fakhruddin Holdings, a conglomerate with a diverse portfolio of successful businesses.

Fakhruddin Properties is a reputable developer of residential, commercial and industrial properties across prime locations within the United Arab Emirates.

Fakhruddin Facilities Management are specialists in providing customized facilities management solutions across residential, commercial and industrial properties.

BRAND PROPOSITION


Lake Central

Oasis High Park

Grand Lagoon

Coral International

Trafalgar Tower

Trafalgar Central

Trafalgar Executive

Ajman Shopping Mall

Warehouses

Industrial Projects

Fakhruddin Properties is a leading developer of residential,

commercial and industrial properties across prime locations within the United Arab Emirates.

With a diverse portfolio of properties and a track record of delivering facilities management

solutions across industrial, commercial and residential

properties, Fakhruddin Properties is a name that you can trust.

Employee Accommodation

Centers

Residential&

Commercial Projects

FacilitiesManagement

Solutions

COMPANY OVERVIEW



Black

Reverse colour (White)

Coporate Blue Black

COMMUNICATION TOOLS

GRADIENT COLOURS

BlueC 88, M 8, Y 7, K 1

Black


Sky BlueC 46, M 3, Y 3

GreenC 84, M 17, Y 96, K 5

Dark BlueC 92, M 50, Y 5, K 1

Cool GrayC 27, M 19, Y 16, K 4

Blue Sky Blue GreenDark Blue Cool Gray

Do not create your own gradient mix. Contact our Marketing and Communications Department to request for a soft copy file in ai or pdf formats.

COMMUNICATION TOOLS

COLOUR PALETTE





COMMUNICATION TOOLS

White colour logo on a dark background


Full colour logo on a dark colour background, font colour reversed


COMMUNICATION TOOLS


COMMUNICATION TOOLS

LOGO SPACING



COMMUNICATION TOOLS

0.5 inch

RESIZING THE LOGO

Minimum size For legibility in print, we recommend that the logo should not be reproduced smaller in width than 0.5 inch for print.Legibility of the logotype must be maintained.



COMMUNICATION TOOLS

Fakhruddin Properties is a member of Fakhruddin Holdings

Examples of how to include the Holdings endorsement with its companies and projects across communication channels:


Endorsement line with the logo


COMMUNICATION TOOLS


Black font on light colour background

FONT COLOURS

White on dark colour background

COMMUNICATION TOOLS


DearMr.JohnDoe,



BestRegards,

Yusuf FakhruddinChief Executive OfficerExecutiveBoard

FAKHRUDDIN PROPERTIESP.O.Box191327-Dubai,UnitedArabEmiratesPhone+97143297920Fax+97143297921Mobile+971551234567E-mailyhamid@fakhruddin.aewww.fakhruddinproperties.com

FakhruddinPropertiesisaleadingdeveloperofresidential,commercialandindustrialpropertiesacrossprimelocationswithintheUnitedArabEmirates.FakhruddinPropertiesisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.







Positioning Statement Calibri Regular, 9pts.



COMMUNICATION TOOLS


DearMr.JohnDoe,



BestRegards,

Dev MakhMarketing & Communications DirectorMarketing&CommunicationsDepartment

FAKHRUDDIN PROPERTIESP.O.Box191327-Dubai,UnitedArabEmiratesPhone+97143297920Fax+97143297921Mobile+971551234567E-maild.makh@fakhruddin.aewww.fakhruddinproperties.com

FakhruddinPropertiesisaleadingdeveloperofresidential,commercialandindustrialpropertiesacrossprimelocationswithintheUnitedArabEmirates.FakhruddinPropertiesisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.


COMMUNICATION TOOLS






Positioning Statement Calibri Regular, 9pts.



A4 LETTERHEADS / CONTINUATION SHEETS


ENVELOPES

(16 x 22.5 cm)

(10.5 x 23.5cm)

(32 x 22.8 cm)

(43 x 32.5 cm)


Front Back

BUSINESS CARDS


INTERNAL MEMOS


FAX COVER SHEET


FORMS


Cover Inside

FOLDER


Cover

Inside pages

HANDOVER MANUAL

COMMUNICATION TOOLS - OWNER’S MANUAL





GraphicBackground

HeadingCalibri Regular, 24pts.Text color: White




LogoSilhouetteHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: Blue Gradient


GraphicBackground

Logo


MISSION STATEMENT

To deliver customized integrated facilities management

solutions utilizing industry best practices to the mutual

benefit of all our stakeholders.

VISION

To be the regional market leader and partner of

choice in delivering integrated facilities management

solutions to our stakeholders.

To provide a complete range of cost-efficient and

industry approved facilities management solutions that

provide real value to our clients and their investments.

BRAND PROMISE

BRAND PROPOSITION

Fakhruddin Facilities Management are specialists in

providing customized facilities management solutions

across residential, commercials and industrial

properties.

OUR CREDENTIALS

• Fakhruddin Facilities Management is one of the region’s most respected facilities management companies with a

track record of delivering integrated facilities management solutions to clients.

• Fakhruddin Facilities Management is committed to developing relationships based on trust and sincerity and delivering

customized solutions that are efficient and cost effective.

• Fakhruddin Facilities Management knowledge base is unrivalled with teams consisting of highly skilled professionals

with an abundance of knowledge accumulated from delivery of global facilities management programs.

• Fakhruddin Facilities Management has consistently managed projects ranging from residential buildings, commercial

buildings, manufacturing premises, warehouses and employee accommodation centers ( labour camps).

• Fakhruddin Facilities Management is a member of Fakhruddin Holdings, a leading 50 year old conglomerate with a

diverse portfolio of successful businesses.

• Fakhruddin Facilities Management works in partnerships with its sister operations, Fakhruddin Properties, Fundamental

Technical Services and Federal Security Services to deliver integrated bespoke solutions to its clients.

Operations

Consultancy

Services

Fakhruddin Facilities Management are

specialists in providing customized

facilities management solutions across

residential, commercials and industrial

properties.

COMPANY OVERVIEW

OUR PRODUCTS: SERVICES

• Cleaning

• Security

• Mechanical electrical plumbing

• Civil

• Lifeguarding

• Pest control

• Landscaping

• Fire fighting & alarm system

• Waste management solution

• Property handover

• Management of warranties

• Lease management & rent

collection

• Legal assistance

OUR PRODUCTS: CONSULTANCY

• Strategic studies

• Design reviews

• Cost modeling

• Operational studies

• Outsourcing specifications

• Contract transition

• Renovations and retrofits

• Energy efficiency

• Mechanical efficiency

• Insurance

OUR PRODUCTS: OPERATIONS

• Single point of contact

• 24/7 integrated services

• Computer aided fm

• Tailored reports

• Preventive maintenance

• Fit out works

• Coordinated tasks

Insulation contracting

Partitions & false ceiling contracting

Floor & tiling works

Electromechanical equipment installation

Cladding works Painting contracting

Building cleaningservices

Engraving and ornamentation

works

Air conditioning, ventilations & air filtration systems

installation & maintenance

Carperntry &flooring contracting

OUR SERVICES

C O R P O R A T E I D E N T I T Y G U I D E L I N E S2 0 1 1 E M P L O Y E E M A N U A L

BRAND MESSAGES


• Premier Plastic Industries is responsible for the development and manufacture of a diverse range of plastic items that includes caps and closures for perfume bottles, aerosols and mineral water bottles using state-of-the-art injection moulding machinery.

• Premier Plastic Industries provides an integral support function to other parts of the business(Sterling Perfumes and Cosmetics)

• Premier Plastic Industries is a specialty manufacturer of five gallon water bottle plastic caps to clients across the Middle East.

• Premier Plastic Industries is a member of Fakhruddin Holdings, a conglomerate with a diverse portfolio of successful businesses.

BRAND PROPOSITION

Premier Plastic Industries is responsible for the

development and manufacture of a diverse range

of plastic items that includes caps and closures for

perfume bottles, aerosols and mineral water bottles

using state-of-the-art injection moulding machinery.



aerosols

Mineral water bottle

caps


perfume bottles

Premier Plastics is responsible for

the development and manufacture

of a diverse range of plastic items

that includes caps and closures

for perfume bottles, aerosols

and mineral water bottles using

state-of-the-art injection moulding

machinery.

BRAND OVERVIEW

COMMUNICATION TOOLS

CORPORATE COLOURS

RedM 100, Y 100

Black


GrayY 2, K 60

COMMUNICATION TOOLS



Black Reverse colour (White)

COMMUNICATION TOOLS





COMMUNICATION TOOLS

REPRODUCTION OF LOGO ONDARK BACKGROUND

Solid white logo on a dark

colour background

White colour logo on a black

background

Colour logo on a dark colour

background

COMMUNICATION TOOLS

CORRECT USE OF LOGO ON DIFFERENTBACKGROUNDS

0.5 inch

COMMUNICATION TOOLS

RESIZING THE LOGO

Minimum size For legibility in print, we recommend that the logo should not be reproduced

smaller in width than 0.5 inch for print. Legibility of the logotype must be

maintained.

Manipulation of the logo in a manner which would cause distortion is not allowed.

The logo may be resized, but the proportions must be maintained.

The logo should be proportionately resized from the corner indicated by the

arrow on top. Never “pinch” or “stretch” the logo to resize it.

Premier Plastic Industries is a member of Fakhruddin Holdings

COMMUNICATION TOOLS




Examples of how to include the Holdings endorsement with its companies and products

across communication channels:


COMMUNICATION TOOLS

FONT STYLE








COMMUNICATION TOOLS

FONT COLOURS

White colour font on a dark background

Gray colour font on a light background

COMMUNICATION TOOLS










DearMr.JohnDoe,



BestRegards,

Husain FakhruddinChief Executive OfficerExecutiveBoard PREMIER PLASTIC INDUSTRIES L.L.C.P.O.Box40769-Dubai,UnitedArabEmiratesPhone:+97148855588Fax:+97148855589Mobile:+971551234567E-mail:[email protected]

PremierPlasticIndustriesisresponsibleforthedevelopmentandmanufactureofadiverserangeofplasticitemsthatincludeaerosols,perfumebottlesandwaterbottlecapsusingstate-of-the-artinjectionmouldingmachinery.FakhruddinPlasticsisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS


DearMr.JohnDoe,



BestRegards,

Dev MakhGroup Marketing & Communications DirectorMarketing&CommunicationsDepartment PREMIER PLASTIC INDUSTRIES L.L.C.P.O.Box40769-Dubai,UnitedArabEmiratesPhone:+97148855588Fax:+97148855589Mobile:+971551234567E-mail:[email protected]

PremierPlasticIndustriesisresponsibleforthedevelopmentandmanufactureofadiverserangeofplasticitemsthatincludeaerosols,perfumebottlesandwaterbottlecapsusingstate-of-the-artinjectionmouldingmachinery.FakhruddinPlasticsisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.



ENVELOPES


BUSINESS CARDS

Front Back


INTERNAL MEMOS


FAX COVER SHEET

HeadingCalibri Regular, 24pts.



TitleCalibri Regular, 24pts.

SubtitleCalibri Regular, 18pts.




LogoHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: Corporate Blue



Logo

Brand Name

Product Line

THE BRAND

• Sterling Parfums consists of four sub brands - Armaf, Estiara, Cosmo Designs and Hamidi Oud & Perfumes.

• The name itself positions us clearly in the minds of the consumer to say who we are and what we represent.

• The colours have been kept the same as the Sterling logo to maintain the brand image identity as being part of the Sterling umbrella.

TAGLINESThere is no tag line as the company name positions itself.

Our mission is to provide products and services with

quality and value. To establish beneficial business

relationships with suppliers who share our commitment

to customer service and competitive pricing.

THE PHILOSOPHY

MISSION STATEMENT

At Sterling Parfums, we strive to develop dynamic

global brands while focusing on the customer offering

in each location.

THE PHILOSOPHY

VISION


• To provide our customers with innovative, dynamic and

quality products at the most competitive price.

• To provide our consumers with products that they can trust

by consistently developing products that will make them

smell, look and feel their best at all times.

THE PHILOSOPHY


Sterling Parfums is the regions

specialist in the manufacture and

distribution of fragrances with diverse

brands catering to the lifestyles of a

global audience.

COMPANY OVERVIEW

Sterling Parfums is the regions specialist in the

manufacture and distribution of fragrances with diverse

brands catering to the lifestyles of a global audience.

BRAND PROPOSITION


BRAND MESSAGES

Sterling Parfums:

• Sterling Parfums is the regions specialist in the manufacture and distribution of fragrances with diverse

brands catering to the lifestyles of a global audience.

• Armaf is a collection of luxury premium fragrances that exudes class, style and couture.

• Estiara is an inspiring range of alternative designer fragrances that is chic and affordable.

• Cosmo Design is a diverse range of fragrances that provides real value and appeals to the mass market.

• Hamidi Oud & Perfumes is a niche brand of concentrated Arabic perfumes oils and fragrances

• Sterling Parfums has state-of-the-art manufacturing facilities, that is GMP/AE/2010/219 and ISO 9001

certified, ensuring that all products comply with rigours quality standards.

• Sterling Parfums provides unique fragrances that can extend to beauty and personal care products

leveraging through its parent company network (Sterling Cosmetics and Sea Pearl).

• Sterling Parfums has developed a niche for contract manufacturing aligned to client and market

requirements.

• Sterling Parfums is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio

of successful businesses.

BRAND MESSAGES

Armaf:

• Armaf is an expression of luxury that is original, innovative and couture.

• Collection of signature fragrances and scented luxuries for both men and women.

• Modern, invigorating and inspiring scents for stylish and sophisticated men.

• Glamorous, indulgent and irresistible unique designer fragrances for women.

• Armaf provides quality, competitive pricing and unique packaging that exudes class,

style and elegance.

BRAND MESSAGES

Estiara:

• Alternative designer fragrances that draws inspiration from international fragrances

worldwide.

• Chic affordable alternative fragrances with contemporary designs and packaging.

• Hip, trendy and captivating fragrances for men.

• Sparkling, spirited and sophisticated fragrances aligned to the lifestyle of today’s women.

BRAND MESSAGES

Cosmo Designs:

• Extensive range of fresh and trendy fragrances for the mass market.

• Array of scents developed to cater for your everyday needs.

• Diverse and affordable products targeting the cosmopolitan individual.

Hamidi Oud & Perfumes:

• Leading manufacturer, retailer and distributor of oriental perfumes across the GCC.

• Diverse range of concentrated perfume oils, Bukhoors, Muattars, Agarwood, Dehn Al

Oud and a selection of lotions and creams developed for the needs of the Arabic

consumer.

• Manufactured using a combination of the finest ingredients and fragrance oils without

an alcoholic base.

BRAND MESSAGES

COMMUNICATION TOOLS

Master LogoTo be used in all official business documents, marketing collaterals, advertisements, exhibitions and retail signages.

Single Colour Distribution (Black)

Logo on Dark Background

Black

Process ColorM 100, Y 60

Pantone 877CSpecial Ink Silver


COMMUNICATION TOOLS

COLOUR PALETTE

COMMUNICATION TOOLS





Colour logo on a black background


COMMUNICATION TOOLS

COMMUNICATION TOOLS


LOGO SPACING

When using the logo, allow it to “breathe” and have maximum impact by preserving a minimum clear space

zone around it. The minimum clear space is equal to the height of the S, as illustrated.

Maintaining the clear space zone between the logo and other graphic elements such as type, images, other

logos, and the edge of pages, helps to ensure that the logo retains a strong presence wherever it appears.

Where possible, allow even more space around the logo.

COMMUNICATION TOOLS

0.75 inch

Minimum size

RESIZING THE LOGO

For legibility in print, we recommend that the logo should not be reproduced

smaller in width than 0.75 inch for print. Legibility of the logotype must be

maintained.

Manipulation of the logo in a manner which would cause distortion is not allowed.

The logo may be resized, but the proportions must be maintained.

The logo should be proportionately resized from the corner indicated by the

arrow on top. Never “pinch” or “stretch” the logo to resize it.

COMMUNICATION TOOLS

COMMUNICATION TOOLS

BRAND LOGO : ARMAF

Single Colour Distribution (Black) Special Colour Print (Gold)

Single Colour Distribution (Black) Special Colour Print (Gold)

COMMUNICATION TOOLS

BRAND LOGO : ESTIARA

BRAND LOGO : COSMO DESIGNS


COMMUNICATION TOOLS

BRAND LOGO : HAMIDI OUD & PERFUMES

Full Colour Distribution Single Colour Distribution (Black)

COMMUNICATION TOOLS

COMMUNICATION TOOLS

FONT STYLE









DearMr.JohnDoe,



BestRegards,

Ali FakhruddinChief Executive OfficerExecutiveBoard

STERLING PARFUMSP.O.Box40769-Dubai,UnitedArabEmiratesPhone+97148855588Fax+97148855589Mobile+971551234567E-mailali@fakhruddin.aewww.sterlingparfums.com

SterlingParfumsistheregionsspecialistinthemanufactureanddistributionoffragranceswithdiversebrandscateringtothelifestylesofaglobalaudience.SterlingParfumsisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS

www.sterlingparfums.comwww.sterlingparfums.comSterling Parfums is a member of Fakhruddin Holdings Sterling Parfums is a member of Fakhruddin Holdings

ENVELOPES


(16 x 22.5 cm) (10.5 x 23.5cm)

(32 x 22.8 cm)

BUSINESS CARDS

Back


Front

A4 LETTERHEADS / CONTINUATION SHEETS


NOTEPADS / COMPLIMENT SLIPS


INTERNAL MEMOS


FAX COVER SHEET


INVOICE / RECEIPTS







LogoHeadingCalibri Regular, 24pts.Text color: C50, Y99




Logo SilhouetteHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: C50, Y99


COMMUNICATION TOOLS - SIGNAGES

EXTERNAL BRADING - BUILDING FACADE

COMMUNICATION TOOLS - SIGNAGES

INTERNAL BRANDING - LOUNGE

INTERNAL BRANDING - RECEPTION AREA

COMMUNICATION TOOLS - SERVICE VEHICLES

SALES VAN / EMPLOYEES’ SERVICE VEHICLE

COMMUNICATION TOOLS - SERVICE VEHICLES

Our mission is to provide products and services with

quality and value. To establish beneficial business

relationships with suppliers who share our commitment

to customer service and competitive pricing.

THE PHILOSOPHY

MISSION STATEMENT

At Premier Cosmetics, we strive to develop dynamic

global brands while focusing on the customer offering

in each location.

THE PHILOSOPHY

VISION


• To provide our customers across the beauty and personal

care industry with innovative, dynamic and quality products

at the most competitive price.

• To provide our consumers with products that they can trust

by consistently developing products that will make them

look and feel their best at all times.

THE PHILOSOPHY

Baby Care

Facial Masks

Facial Wash

Moisturizers

Skin Cream

Face & Body Scrubs

Hair Treatment

Herbal Shampoo

Moisturizers

Scrubs

Body Lotion

Facial Cleansers

Styling Gel

Hair Oil & Tonic

Hand Sanitizers

Sun Screen

Nail Polish Remover

Baby Care

Premier Cosmetics is the regions specialist in the manufacture

and distribution of beauty and personal care products.


COMPANY OVERVIEW

Premier Cosmetics is the regions specialist in the

manufacture and distribution of beauty and personal

care products.

BRAND PROPOSITION


BRAND MESSAGES

Premier Cosmetics:

• Premier Cosmetics is the regions specialists in the manufacture and distribution of beauty and personal care products.

• Premier Cosmetics has a comprehensive range of products operating under the Lady Diana and FEAH brand that entails skin care, acne solutions, herbal solutions, exfoliation products and a range of bath and body products.

• Premier Cosmetics beauty and personal care products are manufactured using the finest natural ingredients.

• Premier Cosmetics has state-of-the-art manufacturing facilities, that is GMP/AE/2010/220 and ISO 9001 certified, ensuring that all products comply with rigours quality standards.

• Premier Cosmetics can provide complete beauty and personal care products that extends to fragrances and cotton accessories leveraging through its parent company network (Sterling Parfums and Sea Pearl).

• Premier Cosmetics has developed a niche for contract manufacturing aligned to client and market requirements.

• Premier Cosmetics is a member of Fakhruddin Holdings, a leading conglomerate with a diverse portfolio of successful businesses.

Lady Diana:

• Leading beauty and personal care brand providing a comprehensive range of products catering to the lifestyle of today’s woman.

• Diverse selection of products from skin care, acne solutions, herbal solutions, cleansers, exfoliation products and a range of bath and body products, all produced with natural ingredients.

• State-of-the-art research and development laboratories, dedicated in analyzing and using only the finest natural herbs, plants and substances to produce a unique range of products at competitive prices.

BRAND MESSAGES

FEAH:

• Specialists in providing cosmetic products designed to promote vitality, beauty, and overall good living.

• Extensive range of beauty and personal care products ranging from body care, skin care, hair care and a selection of baby products.

• Continuous focus on development and introduction of new products aligned to the needs of our customers.

• State-of-the-art research and development laboratory to produce innovative and value oriented products.

BRAND MESSAGES

COMMUNICATION TOOLS

Master LogoTo be used in all official business documents, marketing collaterals, advertisements, exhibitions and retail signages.


Logo on Dark Background

Premier Cosmetics & Toiletries Industries is a member of Fakhruddin Holdings

COMMUNICATION TOOLS






Black

Process ColorC 100, M 50

Process ColorK 50

Please note that the use and application of our corporate colours helps to build our brand

image by ensuring consistency in our look and feel.

COMMUNICATION TOOLS

COLOUR PALETTE

COMMUNICATION TOOLS




0.75 inch

Minimum size

RESIZING THE LOGO

For legibility in print, we recommend that the logo should not be reproduced smaller in width than 0.75 inch for print.

Legibility of the logotype must be maintained.



COMMUNICATION TOOLS

Special Print (Silver Foil)

BRAND LOGOS : FEAH®


COMMUNICATION TOOLS

BRAND LOGOS : LADY DIANA

Single Colour Distribution (Black) Special Print (Silver Foil)

COMMUNICATION TOOLS

COMMUNICATION TOOLS

FONT STYLE









DearMr.JohnDoe,



BestRegards,

Ali FakhruddinChief Executive OfficerExecutiveBoard

PREMIER COSMETICSP.O.Box40769-Dubai,UnitedArabEmiratesPhone+97148855588Fax+97148855589Mobile+971551234567E-mailali@fakhruddin.aewww.sterlingparfums.com

PremierCosmeticsistheregion’sspecialistinthemanufactureanddistributionofbeautyandpersonalcareproducts.PremierCosmeticsisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS

EMAIL FORMAT - EMPLOYEE

DearMr.JohnDoe,



BestRegards,

Dev MakhGroup Marketing & Communications DirectorMarketing&CommunicationsDepartment

PREMIER COSMETICSP.O.Box40769-Dubai,UnitedArabEmiratesPhone+97148855588Fax+97148855589Mobile+971551234567E-maild.makh@fakhruddin.aewww.sterlingbeautycare.com

PremierCosmeticsistheregion’sspecialistinthemanufactureanddistributionofbeautyandpersonalcareproducts.PremierCosmeticsisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS

ENVELOPES


(16 x 22.5 cm)

(10.5 x 23.5cm)

(32 x 22.8 cm)

BUSINESS CARDS

Front Back


A4 LETTERHEADS / CONTINUATION SHEETSSTERLING PARFUMS


NOTEPADS / COMPLIMENT SLIPSSTERLING PARFUMS


INTERNAL MEMOS - STERLING PARFUMS


REPORT COVER / DOCUMENT FORMAT - STERLING PARFUMS


FAX COVER SHEET


INVOICE / RECEIPTS





SubtitleCalibri Regular, 18pts.

LogoGraphicBackground





LogoHeadingCalibri Regular, 21pts.Separation LineThickness: 1 pt.Color: C100, M50


Our mission is to consistently deliver quality products

and services to our customers and invest in business

relationships with suppliers to drive sustainable

business growth.

THE PHILOSOPHY

MISSION STATEMENT

At Sea Pearl we strive to develop the finest cosmetic

cotton and personal care products while focusing on

the customer offering in each location.

THE PHILOSOPHY

VISION


• To provide 100% cotton that is naturally soft, absorbent and gentle on your skin.

• To provide our customers across the beauty and personal care industry with innovative, dynamic and quality products at the most competitive price.

• To ensure that the customer experience is memorable and exceeds expectations.

THE PHILOSOPHY

BRAND MESSAGES


• Sea Pearl is the regions specialist in the manufacture and distribution of the finest cosmetic cotton and personal care products across Africa, Asia, Europe and the Middle East.

• Sea Pearl has a diverse portfolio of products which includes ear swabs, cotton wool balls, cosmetic round pads, zig zag cotton, cotton rolls, pocket tissues and facial cleansers.

• Sea Pearl uses state-of-the art technology to produce a diverse range of products that are naturally soft, absorbent and gentle on the skin.

• Sea Pearl complies with international standards using only 100% natural cotton across a diverse market.

• Sea Pearl has developed a niche for contract manufacturing aligned to client and market requirements.

• Sea Pearl can provide a complete range of cotton products that extends to fragrances and cosmetics leveraging through its parent company network ( Sterling Parfums and Premier Cosmetics).

• Sea Pearl is a member of Fakhruddin Holdings, a conglomerate with a diverse portfolio of successful businesses.

Facial Cleansers

PersonalCare

Ear Swabs

Zig zag Cotton

Cosmetic Round

Pads

Cotton Wool Balls

Cotton Rolls

Pocket Tissues

Cosmetic Cottons

Sea Pearl is the region’s specialist and market leader in

the manufacture and distribution of the finest cosmetic cotton and

personal care products across Africa, Asia, Europe and the

Middle East.


BRAND OVERVIEW

Sea Pearl is the region’s specialist and market

leader in the manufacture and distribution of

the finest cosmetic cotton and personal care

products across Africa, Asia, Europe and the

Middle East.

BRAND PROPOSITION


REPRODUCTION OF LOGO

Master LogoTo be used in all offi cial business documents, marketing collaterals, advertisements, exhibitions and retail signages.


To be used only in corrugated carton box printing and/or when printing is limited to one colour only.

Black/White Monotone Blue GrayscaleMonotone Purple

COMMUNICATION TOOLS


PurpleC 60, M 90

Dark BlueC 100, M 90

Cool GrayC 27, M 19, Y 16, K 4

Textured Background

COLOUR PALETTE

COMMUNICATION TOOLS


COMMUNICATION TOOLS

LOGO SPACINGWhen using the logo, allow it to “breathe” and have maximum impact by preserving a minimum clear space zone around it. The minimum clear space is equal to 2x the height of the S, as illustrated.


COMMUNICATION TOOLS

Sea Pearl is a member of Fakhruddin Holdings Endorsement in wordings



COMMUNICATION TOOLS

HOLDING COMPANY ASSOCIATIONExamples of how to include the Holdings endorsement with its companies and products across communication channels:

Sea Pearl CottonManufacturing L.L.C.

Made in U.A.Ewww.seapearl.ae

Sea Pearl is a member of Fakhruddin Holdings

Sea Pearl CottonManufacturing L.L.C.

Made in U.A.Ewww.seapearl.ae


COMMUNICATION TOOLS

An example of how to apply the endorsement on its packaging.


Existing packaging Proposed endorsement application

0.5 inch

Minimum size

RESIZING THE LOGO

For legibility in print, we recommend that the logo should not be reproduced smaller in width than 0.5 inch for print.Legibility of the logotype must be maintained.



COMMUNICATION TOOLS

FONT STYLE








COMMUNICATION TOOLS


DearMr.JohnDoe,



BestRegards,

Yusuf FakhruddinChief Executive OfficerExecutiveBoard

SEA PEARL PERSONAL CARE INDUSTRIES L.L.C.P.O.Box40741-Dubai,UnitedArabEmiratesPhone+97143335858Fax+97143335352Mobile+971551234567E-mailyhamid@fakhruddin.aewww.seapearl.ae

SeaPearlistheregionsspecialistinthemanufactureanddistributionofthefinestcosmeticcottonandpersonalcareproductsacrossAfrica,Asia,EuropeandtheMiddleEast.SeaPearlisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS

EMAIL FORMAT - EMPLOYEE

DearMr.JohnDoe,

Andipsumdipsumnosnulputemagnissisetemoloradignissequipsuscipisit,sitvelipsuscingent lut lanulla feugaitaugueraestoodoloredoluptaoconsdolorsismodo luptatuerodooddoloremagnimdolor augueroeu facilis ea coreestrudeugiat velis ad tatdioodolorauguemagnacorngeugaitenimvenibhet,quatumsanhendrencinisisisldolutemoloreetatem velesequat alit aliquat, vel dolore faciduis dolore dignis dolorper il eugiamconseddeliquamconhenisalisatumduisat.


BestRegards,

Dev MakhGroup Marketing & Communications DirectorMarketing&CommunicationsDepartment

SEA PEARL PERSONAL CARE INDUSTRIES L.L.C.P.O.Box40741-Dubai,UnitedArabEmiratesPhone+97143335858Fax+97143335352Mobile+971551234567E-maild.makh@seapearl.aewww.seapearl.ae

SeaPearlistheregionsspecialistinthemanufactureanddistributionofthefinestcosmeticcottonandpersonalcareproductsacrossAfrica,Asia,EuropeandtheMiddleEast.SeaPearlisamemberofFakhruddinHoldings,aleadingconglomeratewithadiverseportfolioofsuccessfulbusinesses.










COMMUNICATION TOOLS

LETTERHEADS / CONTINUATION SHEETS


ENVELOPES


BUSINESS CARDS

Front Back


INTERNAL MEMOS



FAX COVER SHEET





LogoGraphicBackground

GraphicBackground


Text color: White




GradientBackground

Logo


LogoHeadingCalibri Regular, 21pts.Text color: Black

Separation LineThickness: 1 pt.Color: Blue Gradient


MISSION STATEMENT

To deliver customized security solutions utilizing

industry best practices to meet the needs and

expectations of our clients.

VISION

To be the regional market leader and partner of

choice in delivering customized security solutions

to our clients.

BRAND PROMISE

To provide a complete range of security

solutions that provides real value and peace of

mind to our clients and their investments.

BRAND POSITIONING

Federal Security Services are specialists in providing

customized security solutions to clients across

industry sectors.

OUR CREDENTIALS

• Federal Security Services is one of the region’s most respected security services provider with a track record of

delivering customized security solutions to clients.

• Federal Security Services is committed to developing relationships based on trust and sincerity and delivering

customized solutions that are efficient and cost effective.

• Federal Security Services knowledge base is unrivalled with teams consisting of highly skilled professionals with an

abundance of knowledge accumulated from over 50 years experience in delivering customized security solutions to

clients across the region.

• Federal Security Services is a member of professional accredited specialist organizations pertaining to the field of

security ensuring that it is continuously abreast of new trends, methodologies and working practices.

• Federal Security Services is a member of Fakhruddin Holdings, a leading 50 year old conglomerate with a diverse

portfolio of successful businesses.

OUR CREDENTIALS

• Member of British Bodyguard Association BBA (UK)

• Member of International Professional Security Association IPSA (UK)

• Member of International Professional Association Close Protection World CPW (UK)

• Member of International Association for Counterterrorism & Security IACSP (USA)

• Member of American Society for Industrial Security ASIS (USA)

Logistics

Warehouse Security Maritime Security

Event Security

Data Centres

Hospitals and Schools

Car Parks & Valet

Office Security

Retail Security

Visitor AttractionsSecurity

VIP Protection

OUR SERVICES

COMMUNICATION TOOLS - LETTERHEAD

COMMUNICATION TOOLS - BUSINESS CARD

COMMUNICATION TOOLS - ENVELOPES

COMMUNICATION TOOLS - NOTEPAD

COMMUNICATION TOOLS - FAX COVER


When communicating externally it is crucial to maintain consistency and continuity across

the various communication channels if we are to build trust and credibility. There is plenty of

flexibility in our style of communications to allow creativity in our designs and thought process.

The following elements do need to be present on all communication to ensure consistency.

THE ARCHITECTUREThe logo needs to adapt to the correct size depending on the size of the medium and in

accordance with the guidelines specified.

To help us establish a consistent and credible brand a single typeface has been chosen to

be applied for most applications – Avenir. The size of the font for the primary and secondary

headlines needs to be as per the guidelines set in this document.

When a logo is accompanied with a strap line - there are exceptions when the two (logo and

strap line) can be separated as long as both elements are visible within close proximity.

When the logo is used on an image, the area behind the logo should be a lighter background

so that the font type is visible.


THE PHOTOGRAPHYIt is important to select images that reflect our personality and set the right tone.

The images we use in our communications needs to engage the viewer.

If a single image is not available then multiple images can be used to convey the

message.

Using the right image can enrich the message we send and tell a powerful story.

THE MESSAGINGThe messages that are conveyed should be relevant to the appropriate target audience.

Maintain legibility and remember to keep it simple. Never overload a page.

The call to action should include the web address and contact details of the company.

The messages must be in relation to the image being used.

SUMMARY

This document should now help you understand how to use the key design elements of

our identity to create the right look and feel. Before you send any communication, take a

moment to check the following:

Have you correctly sized and placed the logo?

Is our logo in the correct colors with the right color background?

Are the images you are using reflecting our style and personality and is it aligned with the

messages you are sending?

Are your headlines and copy sized and styled correctly?

Is the message conveyed in the right tonality to the right target audience?

Have you included the appropriate call to action?

In order for us to project a confident, credible and consistent appearance to our audiences,

we must adhere to our communications standards. The success of our business depends on

how well we communicate and the consistency in our communications.

Together, we will build a strong, distinctive and credible brand.

For further information, please contact:

YUSUF FAKHRUDDINExecutive BoardE-mail: [email protected]: 055 600 4006

CONTACT DETAILS

Fakhruddin all in one presentation revised3

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