Arabian Drilling

Logo Reveal Plan

July 7, 2022

1.0 Overview
Arabian Drilling, the Kingdom’s leading drilling company is undergoing brand identity revamp, as it
evolves to strengthen its market position as well as expand its presence across the region. The company
recently unveiled its new logo as part of the rebranding exercise and wants to communicate and
promote the same among its stakeholders, both internal and external.
The current document defines the key activities to be conducted for the campaign along with the key
messages to be communicated, in consideration with the available mediums.

2.0 Target Audience

Internal: Employees (office staff + site workers), C-Suite (shareholders + board members),
managers, and supervisors

External: Public, potential customers, upstream companies (in KSA and the region),
government authorities, and existing clients

3.0 Objectives

Internal
 Inform about the new logo launch
 Highlight the logo and its essence (the inspiration behind story + logo elements)
 Educate Arabian Drilling employees about logo usage

External
 Announce and introduce the new Arabian Drilling brand logo
 Highlight the logo and its essence (the inspiration behind story + logo elements)
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

4.0 Communication Channels

Internal:
Digital Screens (head office and rigs) | Intranet | Newsletter – AlMajlis | WhatsApp Group
External:
Internet | Social Media

5.0 Key Focus Areas

 New brand logo (internal and external)
 Logo usage (internal)

6.0 Campaign duration: 1 Week

7.0 Suggested Activities

7.1 Key Messaging: A mix of informative and promotional content will be drafted for each of the
focus areas to achieve the communication objectives and disseminated across the target audiences
through the various defined channels and mediums.
Certain messages could be drafted in multiple languages (e.g.: WhatsApp group and digital display
messages), for easy understanding of the diverse Arabian Drilling workforce.

Medium Content Type Attachment(s) Audience Posting

Frequency
Internal As part of our ongoing rebranding Link to the Video 1
Mailshot exercise, we are delighted to share
with you the new Arabian Drilling
logo. A reflection of our continued
evolution as a business,
commitment to sustainability, and
partnerships for infinite
possibilities, the new logo makes a
perfect statement about what brand
ArabianDrilling stands for.
A collective effort with rewarding
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

result, the final logo was selected

from a number of options after a
long consideration, accommodating
the views and opinions of all the
departments. The new powerful yet
compact logo promptly delivers on
our aspiration to convey our story
and orientation for growth while
remaining true to our longstanding
reputation.
Featuring a mix of signature brand
colors: Green and Orange, the Green
in the logo signifies our prideful
origins, sustainability, sincere Internal
principles, as well as our
commitment to environment, while
orange creates a connect with our
true identity, in addition to
reflecting our energetic, vibrant, and
determined spirit.
The new logo is to be used only in
official communications with prior
approval from the corporate
communications department. You
are also requested not to add,
change, or modify any of the current
brand applications, until the entire
rebranding process is complete.
Examples include presentation
templates, email signatures, forms,
templates, and so on. We will be
sending further announcements
soon on the changes and how to use
the new identity.
Thank You
Corporate Communications
Department
Arabian Drilling
We Evolve, We Adapt, We Excel.
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

Take a look at our logo evolution

(link)

Intranet Post Main caption: Our new logo is out. Video 1

A combination of elements that
define the creed of Arabian Drilling,
the new compact logo complements
the legacy and reflects what the
brand stands for.
Visual caption: Brand Explainer
Video
Intranet Popup We Evolve, We Adapt, We Excel. Link to the Video 1 week:
Message Take a look at our logo evolution Every time
(link) Intranet
portal is
logged in by
the user
Newsletter As part of the ongoing rebrand N/A 1
Announcemen exercise, the new Arabian Drilling
t logo was launched recently.
Signifying continuity in evolution,
sustainability, and partnerships for
infinite possibilities, the new
compact logo perfectly complements
the brand purpose of the company.
A collective effort, the final logo was
selected after a long consideration,
from a number of options,
accommodating the views and
opinions of all the departments.
The new logo features a mix of green
and orange. The green reveals
prideful origins, sustainability,
sincere principles, as well as our
commitment to environment, while
orange connects us to our true
identity, in addition to reflecting our
energetic, vibrant, and determined
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

spirit.
WhatsApp Our new logo has evolved, as we Video 1
Group message evolve to expand our horizons. After
many brainstorming sessions,
interviews, and workshops, we
selected the creative logo featuring
key elements that convey our story
and orientation for growth, while
remaining true to our longstanding
reputation. Watch the evolution of
our logo.
External Dear XYZ, Link to the Video 1
Mailshot We are pleased to announce the
unveiling of our new logo. The new
logo is part of our ongoing brand
identity revamp as we continue to
evolve our business to create better
value for you with the highest safety,
quality, and environmental
standards. External
A perfect statement about what
brand ArabianDrilling stands for,
the logo is a creative rendition of
our continued evolution as a
business, commitment to
sustainability, and partnerships for
converting possibilities into
opportunities.
To convey our brand essence, the
logo features our signature brand
colors, and incorporates four
powerful elements synergizing with
our bold vision, as a sustainable
drilling service provider and partner. 
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

 
The Company’s name initials A&D -
“A”rabian “D”rilling.

The infinity symbol – Signifies

continued advancement,
sustainability, and infinite
possibilities.

The “A” symbol – Creatively shaped

to resemble a rig mast linking us
with drilling industry.

Intersecting diagonal lines -

Denoting solid partnerships for
progress

We are always committed to serve

you better by constantly striving to
improve on our processes, people,
and technology to deliver true value.
We look forward to partnering with
you to chart another success
journey.
Thank You
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

Corporate Communications
Department
Arabian Drilling
We Evolve, We Adapt, We Excel.
Take a look at our logo evolution
(link)

Social Media Main Caption: Our new #logo is Video 1

Post out. Signifying continued evolution,
#sustainability, and partnerships for
infinite possibilities, the powerful
yet compact logo makes a perfect
statement about what brand
#ArabianDrilling stands for.

Visual Caption: Video

Hashtags: #logo #sustainability
#ArabianDrilling

7.2 Logo Explainer Video (2D Animated)

A quick video showcasing the new logo elements merging in to form the new logo, while the old logo is
phased out of the frame (to highlight the logo change aspect).
Communication Channels: Digital screens at the Arabian Drilling head office and rigs | Arabian
Drilling intranet portal. | Social Media | Mailshots
Duration: 10 seconds
Script:
Slide Text Visual Visual Effect
No.
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

1. We Evolve The Alphabets A and D emerge from

opposite sides of the screen to
conjoin as shown at the center of the
screen.
A pulsating dot travels through A
and D in a linear sequential motion,
starting from the base of A.
Slide 1 text disappears. Visual element AD slides to the left side of the screen (from the center)
3. We Adapt The pulsating dot moves across on
the symbol continuously to showcase
the element of continuity.

Slide 2 text disappears. Visual element slides to the left and positions next to AD
4. We Excel  The rig symbol pulsates once,
and the pulsating dot
circumambulates the symbol.
 On the partnership symbol, the
pulsating dot travels in sequence
on each of the line

Slide 3 text disappears. The rig symbol positions towards the right of the infinity symbol, followed by
the partnership symbol
4. We Are… 1. The old logo appears on the
Arabian screen centrally and quickly
Drilling phases out.
2. The 4 new logo elements
 Old logo appears and quickly phases merge to form the new
out Arabian Drilling logo
 The 4 new logo elements merge

 The new Arabian Drilling is

formed at the center of the
screen.
 Arabian Drilling
Logo Reveal Plan
July 7, 2022

5. On empty brand colored slide:

First the logo appears, followed by
the slogan appearing just below the
logo.

Video Ends

8.0 Languages: Arabic and English

In addition we recommend the blue collar languages for the digital display and WhatsApp group
messaging.

9.0 Deliverables
a. Video – 2D Animated: 1
(Script and Video development)
b. Internal Mailshot: 1
c. External Mailshot: 1
d. Social Media Post: 2
e. Intranet Post: 1
f. Newsletter Announcement: 1
g. WhatsApp Group Message: 1
h. Intranet Popup Message: 1