Visual Identity Guidelines

2018
About Qatrah

Qatrah has embarked on a journey

which is vital to the well-being of
Saudi Arabia. Reaching the destination
is critical to the continued prosperity
of the Kingdom.

While staying true to Arabic culture

and values, we are developing a
program of sustainable activities
that will highlight the issue of water
conservation and demonstrate what
can be done to help solve the problem.

Our mission is to reduce water

consumption by 24% in four years.
Through our energy, determination,
purpose and optimism, we are seeking
to inspire individuals, communities
and businesses to take action.
Qatrah Brand Guidelines

Welcome to the brand guidelines for Qatrah. If you’re referring to this document, you could
be helping us develop an advertising campaign or design marketing materials. Perhaps you’re
commissioning photography or a video, engaging in social media or partnering with Qatrah in an
activation or marketing campaign.

Whatever the reason, you’ll be contributing to the image we project as a brand. These guidelines
ensure we all communicate and deliver messaging about Qatrah consistently and coherently. In
doing so, we’ll ensure there’s a clear understanding of what we stand for in the minds of individuals
and communities, partners and colleagues.

Our brand identity is made up of tangible branding components such as our logo, our colour
palette, our type style and our photography. These elements are visual symbols for the more
intangible elements of our brand – our brand idea, values and personality. It is critical that all of
our communication – internal and external, visual and verbal, adheres to the guidelines set out in
this document.

Through consistent, clear and single-minded messaging, we will build a brand that is strong,
directed and inspirational.

Please adhere to the guidelines to help us project the right image for our brand, whatever platform
it’s being communicated on.
Mission

Our mission is
to reduce water
consumption by 24%
in four years.
Brand Values

Integrity
Authentic, sincere, reputable.
“Being transparent and open.”

Enlightening
Informative, educational.
“Explaining the issues clear language
that people can relate to.”

Leadership
Guidance, direction. Integrity Enlightening Leadership
“Leaders in words and actions.”

Community
Unity, cooperation, one nation.
“Working together for the benefit of
everyone.”

Inspirational
Encouraging, motivating.
“Taking on the challenge and rising to it!”

Community Inspirational
Brand Personality

Knowledgeable; we are experts

in water conservation and explain the
issues and actions that can be taken in
an informative, simple to understand
way.

Inclusive; we talk to everyone no

matter what their background or status,
Saudis and expats, young and old, men
and women, educated and uneducated.

Positive; the scale of the issue and

size of the task are daunting, in our
communications and actions we express
positivity and a can do attitude.

Practical; everything we
communicate needs to be actionable, not
just big words.

Caring; we care deeply about the

environment and the people of Saudi
Arabia and are working hard to provide
a better future.

Warm; we are friendly and

approachable and get people on our
side by offering encouragement.
Brand Value Proposition

By everyone taking
positive action and
doing their bit we can all
help solve the problem
and feel proud of our
achievements.
Brand Promise

Together we can make a

big difference.
Qatrah Brand
Logo

Our logo acts as a recognisable

symbol representing our brand
and our personality, it must always
be used correctly to maintain the
integrity of our brand. The flow of the
modern Arabic calligraphy represents
the fluid nature of water highlighted
by the splash created when a drop of
water hits an arid surface.
Logo Application

Full colour: the preferred logo for the

majority of applications.

Single colour: used when placing the

logo on imagery that has a light tone
or when size restrictions apply (see
minimum size).

Reverse: used when placing the logo

on Qatrah primary and secondary Single Colour Logo Full Colour Logo Grayscale Logo Black Logo
blue backgrounds or imagery that
has a dark tone.

Black: used when printing is

restricted to black and white or for
specialist production methods e.g. a
die/stencil.

Reversed Logo on Solid Colour Reversed Logo on an Image

Logo with ‘initiative’
Description
Logo Usage

Logo Clearspace - The logo is

surrounded by an area of clearspace.
This space should be kept clear of all
other graphic elements and typography
to maintain clarity and prominence
for the mark on all applications. The
clearspace for the Qatrah logo has been
allocated an area based on the x-height
on the ‹Q› in the Qatrah logo.
Shown right is a diagram of how the
clearspace has been created. This area
is a minimum and should be increased
wherever possible.

Minimum Size - To ensure legibility of Clearspace

the Qatrah logo in print and on screen

there are 2 minimum sizes that are the
limit of their application.
The minimum size of the logo is 30mm
when the program description is used.
Anything smaller then this is not
legible. If a smaller logo is required a
single colour is used and the Arabic
line under the logo is dropped. The
minimum size for this is 15mm.
Minimum size with Minimum size without
program description program description
30 mm 15 mm
Co-branding

Sometimes you might need to

feature a partner brand alongside
the Qatrah logo. A simple rule and
subtle line device allow them to sit
harmoniously alongside each other.

As logos come in a range of shapes

and proportions, it’s more important
they’re balanced optically alongside
one another, rather than by strict
measurement.
Brand Extension
Qatrah Solgan

‫الحياة في كل قطرة‬
Arabic slogan

Life in each drop

English slogan
Brand colours
Primary Colours
The Qatrah colour palette is a key part
of the brand for aiding recognition.
The colour palette gives the brand a
bright and fresh look.

CMYK | C89 M32 Y0 K0 CMYK | C100 M73 Y20 K6

Pantone | 7461 C Pantone | 2945 C

Secondary Colour

CMYK | C88 M98 Y9 K1 CMYK | C42 M8 Y2 K0 CMYK | C100 M18 Y33 K0 CMYK | C1 M19 Y43 K0
Pantone | 7684 C Pantone | 2905 C Pantone | 7711 C Pantone | 7507 C
English Typeface

Primary font - headlines and key phrases.

The headline font ITC Avant Garde
Gothic is for use in headlines or
key phrases. The primary typeface
abcdefghijklmnopqrstuvwxyz
should be used in moderation and abcdefghijklmnopqrstuvwxyz
not overused, and only for headlines
and key phrases.
abcdefghijklmnopqrstuvwxyz
The full range of Light, Medium, Bold ITC Avant Garde Gothic - Book, Medium and Demi
and Black weights can be used for
subtle or strong typography.
Lato has been selected as the Secondary font - body copy.
secondary font for body copy as its
open and modern form compliments abcdefghijklmnopqrstuvwxyz
the headline typeface.
abcdefghijklmnopqrstuvwxyz
Lato must always be for body copy
and should never be used as the
abcdefghijklmnopqrstuvwxyz
headline typeface. Lato is available Lato - Light, regular and Semibold
in 3 weights: Light, Regular and Bold.
Arial has been selected as the default
digital font for use on all electronic System font - microsoft applications.
applications – such as HTML text
online or in email, Powerpoint or
abcdef ghijklmnopqrstuvwxyz
electronically transmitted letters. abcdefghijklmnopqrstuvwxyz
Please note that all fonts are subject
to licensing agreements and must be
abcdefghijklmnopqrstuvwxyz
purchased before use. Arial - Light, regular and Semibold
Arabic Typeface

Primary font - headlines and key phrases.

The Arabic headline font GE Dinar
Two is for use in headlines or large pt
size key phrases. The primary typeface
‫ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي‬
should be used in moderation and ‫ظعغفقكلمنهوي‬  ‫ابتثجحخدذرزسشصضط‬
not overused. The full range of Light,
Regular, and Medium weights can be GE Dinar Two - Light and Regular
used for subtle or strong typography.

DIN Next LT has been selected as

the secondary Arabic font for body Secondary font - body copy.
copy as its open and modern form
compliments the headline typeface ‫ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي‬
Lato. DIN Next LT Two must always
be for body copy and should never be
‫ظعغفقكلمنهوي‬  ‫ابتثجحخدذرزسشصضط‬
used as the headline typeface. DIN ‫ا ب ت ث ج ح خ د ذ ر ز س ش ص ض ط ظ ع غ ف ق ك ل م ن ه و ي‬
Next LT Two is available in 3 weights:
Light, Regular and Medium. DIN Next LT Arabic - Light, Regular and Bold

The Arabic default system font (Arial)

has been selected as the default
System font - microsoft applications.
digital font for use on all electronic
applications – such as HTML text
online or in email, Powerpoint or
‫ظعغفقكلمنهوي‬
 ‫ابتثجحخدذرزسشصضط‬
electronically transmitted letters. ‫ظعغفقكلمنهوي‬
 ‫ابتثجحخدذرزسشصضط‬
Please note that all fonts are subject ‫ظعغفقكلمنهوي‬ ‫ابتثجحخدذرزسشصضط‬
to a licensing agreements and must be
DIN Next LT Arabic - Light, Regular and Bold
purchased before use.
Imagery

We want our imagery to emotionally

connect our audience with the
subject of water conservation. Our
style is spontaneous, natural and
editorial. Our photography should
feel ‘real’ and have a sense of life,
warmth and humanity. Our shots
should suggest involvement and
activity.

Our photography should never

appear posed or staged; nor appear
tampered with or artificial.
Imagery

We want our imagery to emotionally

connect our audience with the
subject of water conservation. Our
style is spontaneous, natural and
editorial. Our photography should
feel ‘real’ and have a sense of life,
warmth and humanity. Our shots
should suggest involvement and
activity.

Our photography should never

appear posed or staged; nor appear
tampered with or artificial.
Applications

‫الحياة في كل قطرة‬
Life in each drop
Applications

Letterhead & envelope

Applications

Business cards
Applications

English adverts
Applications

Arabic adverts
Applications

Portrait advert
Applications

Landscape advert
Applications

Polo shirt
Applications

Cap
Applications

Mug
Thank you!