abu dhabi accountability authority identity guidelines · abu dhabi accountability authority...

Abu Dhabi Accountability Authority

Identity Guidelines

Abu Dhabi Accountability AuthorityIdentity Guidelines

Contents

1. Introduction

About this GuideAbout ADAATerms & Conditions

2. About the logo

LogoRelationship to the CrestColor palette of the logoColor palettePositioningClear space Minimum sizeRules of use and applicationsForbidden uses Embossing, debossing and foiling & backgroundsGeometrical Pattern

3. TypographyLogo fontsCorporate fonts

4. Stationery (format + printing information)

Letterhead & continuation sheet Compliments slipEnvelope (DL, A5, A4 & A3 size) Pocket envelope (with gutter) (A4 size) Notepads (A4 & A5 size)FolderBusiness cardCD labels & coversPaper bags (A4 & A3 size)Divider

344

56789101112131415

16

17

18212226272930313233

5. Promotional items 35

6. Contact details 36


1. Introduction

3

About this Guide

This guideline is a tool designed to help us at the Abu Dhabi Accountability Authority (ADAA) project the vision, mission and values behind the ADAA brand. It has been created to reveal our newly refined identity, and introduce you to the personality, appearance, and voice of the new ADAA brand.

Our values are at the heart of the ADAA brand. Our brand personality is based on services that reflect: Professionalism, Accountability, Transparency, Integrity and Respect.

Through the new identity we are determined and focused on achieving our overall strategy on becoming a trusted and welcomed advisor to the Government and Subject Entities, leading by example and supporting adoption of better practices and enhancing communication and collaboration between Subject Entities and support sharing of knowledge.

The standards within were created to give you a technical understanding of the components and structure of our new image. It is important that it is followed carefully to ensure that we present our logo and our image in a consistent way in all communication materials we need to communicate and produce.

This guide is intended for anyone producing communications for Abu Dhabi Accountability Authority (ADAA), and outlines the different elements that make up our corporate identity.

Although some rules are fixed, the guidelines are not intended to be limiting, and there is plenty of scope for creative expression.Keep in mind that this is a living document and electronic updates and additions maybe made in the future.

If you have any queries contact Communications [email protected]


1. Introduction

4

About ADAA

“Abu Dhabi Accountability Authority” (ADAA) was established as an independent authority in 2008 under the authority of HH the Crown Prince of Abu Dhabi, primarily responsible for enhancing and promoting transparency and accountability across Abu Dhabi government and Public Entities, ensuring that these entities are managing and utilizing their resources and funds efficiently, effectively, economically, ethically and in alignment with achieving the overall vision of Abu Dhabi.

Our Vision

“To be one of the top 5 accountability authorities in the world.”

Our Mission

“To help improve the performance and promote accountability and transparency across Abu Dhabi Government and Public Entities through providing independent and objective assurance and advisory services.”

Any usage of the Logo and its elements – unless it is an existing and pre-approved design/template - is forbidden (not authorized) unless written approval is obtained from the Communication Department or the Chairman of ADAA.

A sample or a mock-up of all materials designed for the purpose of distribution internally or externally must be presented to ADAA Communication Department prior to production or distribution.

ADAA will take legal/ disciplinary action against any un-authorized usage of its Brand.

Terms & Conditions


2. About the logo

About ADAA

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5

The ADAA logotype is the Authority’s primary identifier, it is created from the international symbols for addition and multiplication. When joined together they form a star at the heart of the logo with 8 diamonds radiating outwards. This geometry while giving the resulting logo an Islamic feel also acts as a metaphor for the influence and value that ADAA will bring to bear on the whole of Government.

The eight diamonds represent ADAA’s three main principles which are; Independence, Neutrality and Objectivity coupled with their five core values; Integrity, Respect, Accountability, Transparency and Professionalism.

Logo


2. About the logo

6

The new ADAA logotype appears in direct association with the Abu Dhabi Government Crest. It is important that the two symbols sit comfortably together and do not overpower each other.

Shown here are the options of the Crest appearing in full color or black and white.

Relationship to the Crest


2. About the logo

7

Primary colors

The color palette was chosen to sit comfortably with the Abu Dhabi crest and to ensure it had no adverse associations with accounting practice. e.g. Red with losses.

The combination of colors reflects the multi faceted role of ADAA and the softer nature of the palette positions the whole organization as friendly and approachable.

Four Primary colors (Purple, Deep Blue, Turquoise and Grey) have been identified in the logo as shown here and are considered the basis on which a more comprehensive palette was developed as it will be shown later.

Color palette ofthe logo

PANTONE® 2593 C PANTONE® 2747 C PANTONE® 298 C PANTONE® 429 CC67 M92 Y0 K0 C100 M95 Y0 K16 C67 M2 Y0 K0 C21 M11 Y9 K23

PURPLE DEEP BLUE TURqUOIsE GREY

PANTONE® 298 C

PANTONE ® 429 C

PAN

TON

E® 2

592

C

PANTO

NE® 27

47 C


2. About the logo

8

secondary colors

The ADAA secondary color palette has been chosen to sit comfortably with the Abu Dhabi crest. These colors ensure the brand identity is strong and confident as well as modern and dynamic.

The secondary color palette can be used as tints but this should be limited.

Use the colors 100% where possible for backgrounds, images, charts and typography.

Color palette

BLACK

Pantone® Black 100%

Pantone® Black 70%

Pantone® Black 40%

Pantone® Black 20%

C0 M0 Y0 K100

C0 M0 Y0 K70

C0 M0 Y0 K40

C0 M0 Y0 K20

YELLOW

Pantone® 116C 100%

Pantone® 116C 70%

Pantone® 116C 40%

Pantone® 116C 20%

C0 M14 Y100 K0

C0 M10 Y70 K0

C0 M6 Y40 K0

C0 M3 Y20 K0

ORANGE

Pantone® 145C 100%

Pantone® 145C 70%

Pantone® 145C 40%

Pantone® 145C 20%

C4 M58 Y100 K8

C3 M41 Y70 K6

C2 M23 Y40 K3

C1 M12 Y20 K2

BLUE

Pantone® 5405C 100%

Pantone® 5405C 70%

Pantone® 5405C 40%

Pantone® 5405C 20%

C68 M35 Y17 K49

C48 M24 Y12 K34

C27 M14 Y7 K20

C14 M7 Y3 K10

TEAL

Pantone® 322C 100%

Pantone® 322C 70%

Pantone® 322C 40%

Pantone® 322C 20%

C100 M9 Y38 K34

C70 M6 Y27 K24

C40 M4 Y15 K14

C20 M0 Y7 K7

GREEN

Pantone® 5545C 100%

Pantone® 5545C 70%

Pantone® 5545C 40%

Pantone® 5545C 20%

C62 M19 Y43 K49

C43 M13 Y30 K34

C25 M8 Y17 K20

C12 M4 Y9 K10


2. About the logo

9

Where possible, you should keep the sizing and positioning of the logo consistent. The size you choose depends on the size and format of the page.

The distance that the ADAA logo is positioned in from the righthand edge is determined by a proportional 9.5% ‘width of the application’. This measurement is rounded to the nearest 0.5mm as shown in the formula below:

eg, for A4 portrait (width of 210mm)210mm x 9.5% = 20mm

13 mm

20 mm105 mm

Positioning

Page size / format width of logo portrait landscape

A6 148mm x 105mm 52.5mm 10mm 14mm

A5 210mm x 148mm 75mm 14mm 20mm

A4 297mm x 210mm 105mm 20mm 28mm

A3 420mm x 297mm 150mm 28mm 40mm

A2 594mm x 420mm 210mm 40mm 56.5mm

A1 840mm x 594mm 298mm 56.5mm 80mm

distance from right edge(9.5% ‘width of the application’)


2. About the logo

10

As a general rule, in most applications the logo should be positioned at the top right of the application. The ADAA logo must be prominent in all applications. Therefore, space must be left around it at all times.

The minimum clear space is recommended for all printed applications, but whenever possible, the clear space should be increased. It must never be decreased.

The minimum clear space required around the logo is determined by measuring the height of the ‘A’ in the ADAA logo which is then the measurement from the outer point of the logo.

Clear space


2. About the logo

11

The ADAA logo is available in two sizes to ensure that clarity and quality are retained at all times. The minimum size for this arrangement is 35mm.

All other applications, even business cards, will use the general, all-purpose version. The logo must never be used below 35mm for print and 100 pixels online as shown here.

35 mm

100 pixels

Minimum size

Other general usage limitations that should be taken into consideration:

1. Commitment to dimensions and proportions adopted for this purpose as explained in page 9.

2. Ensure both the logo and the accompanied name are clear (Arabic and English) always on the left-hand side of the ADAA flake and the Abu Dhabi crest.

3. The following is not permitted: - Merging, moving closer or further, enlarging or miniaturizing any separate part of the logo that may

change the adopted general shape.

- Deleting or shortening any part of the logo, writing or image, without written permission from the Abu Dhabi Accountability Authority (ADAA).

- Breaking the various elements of the logo in contradiction with what is specified in this guideline or without written permission from the Abu Dhabi Accountability Authority (ADAA).

- Miniaturizing the size of the logo outside the dimensions explained in this page.


2. About the logo

12

Backgrounds

When reproducing the ADAA logo, care must be taken to ensure that it is prominent and legible. Although white is the preferred background color for the ADAA logo, other colors may be used provided that the logo can be easily seen.

The examples shown should be used for guidance only and ADAA’s approval is required prior to production.

Rules of use and applications


2. About the logo

13

Backgrounds

It is not permitted to place the full color or the monochrome logo on a picture, texture or one of the logo main colors.Strong or complex backgrounds detract from the impact of the logo and make it difficult to “read”.

A. Do not place the colored or the monochrome logo on a picture or texture background.

B. Do not place the colored or the monochrome logo on a background with one of the logo colors.

Forbidden uses & backgrounds

B.

A.


2. About the logo

14

When embossing or de-bossing the ADAA logo, please request a soft copy of the logo file from ADAA Communication Department, the figure shown here is for illustrative purposes only.

Foiling of the ADAA logo can be done in gold or in silver as shown here.

The examples shown should be used for guidance only and ADAA approval must be obtained prior to production.

Embossing, debossing and foiling

Embossing & Debossing

Gold Foiling

Silver Foiling


2. About the logo

15

The ADAA geometrical pattern is a secondary design element that has used the outlines of the ADAA symbol to form this pattern and it was given a transparent effect without compromising or competing with the full ADAA logo.

Geometrical Pattern


3. Typography

16

Logo fonts

The typography used in the logo is defined below in both languages, and should be used as it is and cannot be used separately from the other elements of the full logo.

Please do not attempt to re-write the name to avoid changing the Dimensions, size or thickness.

English typography:

Frutiger 55 Roman

Arabic typography:

Frutiger LT Arabic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ($.m?{}!%)

أ 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 ء ة

1234567890


3. Typography

17

The below fonts are used when writing the copy or body text, web content, advertising material, etc…

Offset printing & publication:

EnglishFrutiger 55 RomanCalibri

ArabicFrutiger LT ArabicAXtManal

Web:

EnglishCalibri

ArabicTahoma

Corporate fonts




1234567890

�أ ب ت ث ج ح خ د ذ ر ز �ض �ض �ض �ض ط ظ ع غ ف ق ك ل م ن ه و ي ء ة

1234567890

Offset printing & publication



1234567890

Web


4. Stationery

18

Chairman office

Size: A4 (210mm x 297mm)Stock: Lake Paper Pure ExtraWeight: 135 gsmColor: CMYK + Silver Foil

Contact details:Arabic:Font: Frutiger LT Arabic 45 LightSize: 7 ptColor: Black 100%

English:Font: Frutiger 45 LightSize: 7 ptColor: Black 100%

"Office of the chairman" wording:Arabic:Font: Frutiger LT Arabic 55 RomanSize: 8 ptTracking: Extended manually Color: Black 85%

English:Font: Frutiger 55 RomanSize: 6.2 ptTracking: -10Color: Black 85%

The letterhead is shown here at 50% of actual size.

Letterhead &continuation sheet

13 mm

20 mm105 mm

20 mm

47 mm

6 mmFalcon Tower, Al Nasr Street, P.O. Box 435, Abu Dhabi, United Arab Emirates T. +971 2 639 2200 F. +971 2 634 4071

برج الصقر - شارع النصر ص.ب 435 - أبوظبي، اإلمارات العربية المتحدة هـاتف 2200 639 2 971+ فاكس 4071 634 2 971+


4. Stationery

19

General

Size: A4 (210mm x 297mm)Stock: Lake Paper Pure ExtraWeight: 135 gsmColor: CMYK




6 mm


13 mm

20 mm105 mm

20 mm

Falcon Tower, Al Nasr Street, P.O. Box 435, Abu Dhabi, United Arab Emirates T. +971 2 639 2200 F. +971 2 633 4122



4. Stationery

20

Continuation sheet

Size: A4 (210mm x 297mm)Stock: Lake Paper Pure ExtraWeight: 135 gsm

Color: Chairman: CMYK + Silver FoilGeneral: CMYK


17 mm

20 mm84 mm

20 mm 33 mm



4. Stationery

21

Chairman & General

Size: 10 x 21 cmStock: Lake Paper Pure ExtraWeight: 160 gsm

ChairmanColor: CMYK + Silver Foil

GeneralColor: CMYK

Chairman Office details:Refer to letterhead page 18.

Contact details:Refer to letterhead page 19.

The Compliments slip is shown here at 75% of actual size.

Compliments slip20 mm

20 mm

4 mm

4 mm

37 mm

5 mm

5 mm

105 mm

105 mm

28 mm

28 mm






4. Stationery

22

size: DL (Chairman)

Stock: Lake Paper Pure Extra Weight: 160 gsmColor: CMYK + Silver FoilReverse: Black 12%



"Office of the Chairman" wording:Arabic:Font: Frutiger LT Arabic 55 RomanSize: 8 ptTracking: Extended manually Color: Black 85%

English:Font: Frutiger 55 RomanSize: 6.2 ptTracking: -10Color: Black 85%

The envelope is shown here at 50% of actual size.

Envelope

105 mm 20 mm

40 mm




4. Stationery

23

size: DL (General)

Stock: Lake Paper Pure ExtraWeight: 160 gsmColor: CMYKReverse: Black 12%



The envelope is shown here at 50% of actual size.

Envelope

105 mm 20 mm

6 mm

20 mm




4. Stationery

24

Envelope

size: A4

Stock: Lake Paper Pure ExtraWeight: 160 gsm

ChairmanColor: CMYK + Silver FoilReverse: Black 12%

GeneralColor: CMYKReverse: Black 12%

Contact details (Chairman & General):Refer to DL envelope page 22 & 23.

"Office of the Chairman" wording:Arabic & English text, refer to DL envelope page 22.

The A4 envelope is shown here at 40% of actual size.

105 mm 15 mm

20 mm

55 mm

20 mm

General

Chairman Office






4. Stationery

25

Envelope

size: A3


Chairman Color: CMYK + Silver FoilReverse: Black 12%



"Office of the Chairman" wording:Arabic:Font: Frutiger LT Arabic 55 RomanSize: 12 ptTracking: Extended manually Color: Black 85%

English:Font: Frutiger 55 RomanSize: 9ptTracking: -15Color: Black 85%

The A3 envelope is shown here at 30% of actual size.

General

Chairman Office

105 mm 20 mm

30 mm

20 mm






4. Stationery

26

Pocket envelope

size: A4


ChairmanColor: CMYK + Silver FoilReverse: Black 12%



"Office of the Chairman" wording:Arabic & English text refer to DL envelopepage 22.

The A4 pocket envelope is shown here at 35% of actual size.

105 mm 15 mm

20 mm

15 mm

15 mm




4. Stationery

27

size: A4

Page: 1 pp cover Stock: Art Matt + Matt Lamination Weight: 350 gsmColor: CMYK

Inside: 50 sheetsStock: Woodfree white + perforationWeight: 100 gsmColor: 5% tint of black

Website address:Font: Frutiger 65 BoldSize: 12 ptColor: Black 50%

The A4 notepad is shown here at 50% of actual size.

87 mm

14 mm

20 mm

20 mm105 mm

87 mm

Notepad


4. Stationery

28

65 mm

Notepad

size: A5

Page: 1 pp cover Stock: Art Matt + Matt Lamination Weight: 350 gsmColor: CMYK

Inside: 50 sheetsStock: Woodfree white + perforationWeight: 100 gsmColor: 5% tint of black


The A5 notepad is shown here at 60% of actual size.

10 mm

15 mm72 mm

14 mm

65 mm


4. Stationery

29

Size: Open: 51.5 x 42.5 cm Closed: 23.7 x 31 cm (5 cm gutter)Stock: Lake Paper Pure ExtraWeight: 160 gsmColor: CMYK + Silver Pantone®

Contact Details:Arabic:Font: Frutiger LT Arabic 45 LightSize: 7 ptColor: Black 100%


Website address:Font: Frutiger 65 BoldSize: 18 ptColor: Silver Pantone®

The folder is shown here at 35% of actual size.

Folder

105 mm




4. Stationery

30

Business card

Size: 8.5 cm x 5.5 cmStock: Lake Paper Pure ExtraWeight: 350 gsmColor: CMYK + Silver Pantone®

Printing both sides

Contact details:Arabic:Name: Frutiger LT Arabic Bold / 9 ptJob title & Dep.: Frutiger LT Arabic 45 Light / 7 ptColor: CMYK

AddressFont: Frutiger LT Arabic 45 LightSize: 7 ptColor: Black 100%

English:Name: Frutiger 65 Bold / 8 ptJob title & Dep.: Frutiger 45 Light / 7 ptColor: CMYK

AddressFont: Frutiger 45 LightSize: 6.5 ptColor: Black 100%

Website Address:Font: Frutiger 65 BoldSize: 7 ptColor: Black

Full NameJob Title Department

Falcon Tower, Al Nasr Street P.O. Box 435, Abu Dhabi, United Arab EmiratesT. +971 2 639 2200 D. +971 2 000 0000 M. +971 50 000 0000 F. +971 2 633 4122 E. [email protected]

www.adaa.abudhabi.ae

17 mm

4 mm65 mm

13 mm

7 mm

االسم بالكاملالمسمى الوظيفي

القسمبرج الصقر - شارع النصر

ص.ب 435 - أبوظبي، اإلمارات العربية المتحدةهـاتف 2200 639 2 971+ مباشر 0000 000 2 971+

متحرك 0000 000 50 971+ فاكس 4122 633 2 [email protected]

www.adaa.abudhabi.ae

17 mm

4 mm65 mm

13 mm

7 mm


4. Stationery

31

CD labelsPrinting on media Color: CMYK

CD coversSize: Open 37.5 cm x 15.5 cm Closed 12.8 cm x 12.8 cmStock: Art Matt + Matt LaminationWeight: 350 gsmColor: CMYK




The CD labels & covers is shown here at 50% of actual size.

CD labels & covers




4. Stationery

32

Size: (A4 & A3)Stock: Art Matt + Matt LaminationWeight: 250 gsmColor: CMYK + Pantone® 877 Silver

The A4 & A3 bags is shown here at 15% of actual size.

Paper bag (A4 & A3)A4 Bag

A3 Bag


4. Stationery

33

Divider (Vertical)

Option 1:Size: A4 vertical Dividers x 12Page: 12 tabs + 1 coverStock: Lake Paper Feel (textured) WhiteWeight: 350 gsmColor: CMYK

Option 2: Size: A4 vertical Dividers x 6Page: 6 tabs + 1 coverStock: Lake Paper Feel (textured) WhiteWeight: 350 gsmColor: CMYK

The Divider is shown here at 50% of actual size.

Strictly Confidentialسري للغاية

55 mm

30 mm

116 mm 53 mm


4. Stationery

34

Divider (Horizontal)

Option 1:Size: A4 horizontal Dividers x 12Page: 12 tabs + 1 coverStock: Lake Paper Feel (textured) WhiteWeight: 350 gsmColor: CMYK

Option 2: Size: A4 horizontal Dividers x 6Page: 6 tabs + 1 coverStock: Lake Paper Feel (textured) WhiteWeight: 350 gsmColor: CMYK

The Divider is shown here at 50% of actual size.

Strictly Confidentialسري للغاية

30 mm

30 mm

116 mm 53 mm


5. Promotional items

35

The logo is used on commercial items and general ADAA stationary for internal use, conferences and events as shown on some items here.

The ADAA symbol can be used separately from the lettering noting that all designs must be approved by ADAA Communication Department prior to production.

Promotional items


Contact Details

36

Falcon TowerAl Nasr Street

P.O. Box: 435Abu Dhabi

Phone : +971 2 639 2200Fax : +971 2 633 4122

Email : communication@adaa. abudhabi.aeWebsite : www.adaa.abudhabi.ae

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Cultural Foundation

Abu DhabiChamber ofCommerce

Heritage Park

Abu DhabiInvestmentAuthority

Etisalat Tower

Etisalat

Marks & Spencers

HSBS Bank

Madinat ZayedShopping Centre

Liwa Centre

AhaliaHospital Lifeline

Hospital

Al AmeeriTowers

Al MuhairyCentre

Zayed Mosque

Sheikh Khalifa Mosque

SHEIKH RASHID BIN SAEED AL MAKTOUM

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