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BRAND GUIDELINES © DUQM REFINERY 2014 | ALL RIGHTS RESERVED

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  • BRANDGUIDELINES

    DUQM REFINERY 2014 | All RIghts REsERvED

  • CONTENTS

    SECTION 01Our BraNd

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    SECTION 02Our BraNd MarQuE

    building The brand 12

    The brand marQue 13

    primarY brand marQue (dual) 14

    secondarY brand marQue (english) 15

    secondarY brand marQue (arabic) 16

    brand marQue VariaTions 17

    clearance 18

    incorrecT usage 19

    minimum size 20

    brand super graphic 21

    SECTION 03TYPOGraPHY

    english TYpeface 23 (external/designed communication)

    english TYpeface sizes and WeighTs 24(internal/non-designed communication)

    arabic TYpeface 25 (external/designed communication)

    arabic TYpeface sizes and WeighTs 26 (internal/non-designed communication)

    SECTION 04COLOur PaLETTE

    primarY colour paleTTe (coated) 28

    primarY colour paleTTe (uncoated) 29

    SECTION 05PHOTOGraPHIC STYLE

    people 31

    indusTrial 32

    oman 33

    SECTION 06PaPEr STOCKS

    paper sTocKs (stationery & corp literature) 35

    SECTION 07STaTIONErY

    bilingual business card 37

    leTTerhead 38

    conTinuaTion sheeT 39

    complimenT slip 40

    memo TemplaTe 41

    dl enVelope 42

    c5 enVelope 43

    c4 enVelope 44

    c3 enVelope 45

    SECTION 08PrINTEd COLLaTEraL

    press folder 47

    cd coVer & sTicKer 48

    cerTificaTe TemplaTe 49

    a5 noTepad 50

    bag 51

    SECTION 09COrPOraTE LITEraTurE

    brochure TemplaTe 59-53

    adVerT TemplaTe (landscape) 60

    adVerT TemplaTe (portrait) 61

    dl fYler (portrait) 62

    a4 neWsleTTer (portrait) 63

    a2 posTer (portrait) 64

    SECTION 10EVENT COLLaTEraL

    pop-up TemplaTe 66

    roll-up TemplaTe 67

    press panel TemplaTe 68

    a5 inViTaTion 69

    a5 inViTaTion enVelope 70

    SECTION 11MErCHaNdISE

    caps 72

    blue T-shirT 73

    orange T-shirT 74

    blue polo shirT 75

    orange polo shirT 76

    mugs 77

    pens 78

    SECTION 12uNIFOrM

    hard haT 80

    oVeralls 84-81

    lab coaT 85

    ladies Trousers 86

    Technician uniform 88-87

    lanYards 91-89

    emploYee name badge 92

    SECTION 13EVENT COLLaTEraL

    4x4 blue pajero 94

    4x4 orange pajero 95

    SECTION 14OFFICE BraNdING

    recepTion 97

    glass panels 98

    WorK sTaTion 99

    WaYfinding 100

    SECTION 15dIGITaL

    email signaTure (option 01) 102

    email signaTure (option 02) 103

    english TYpeface sizes and 104WeighTs for email

    arabic TYpeface sizes and 105 WeighTs for email

    poWerpoinT (cover) 106

    poWerpoinT (Template) 107

    poWerpoinT (section divider Templates) 108

  • OURBRAND

    DUQM REFINERY 2014 | All RIghts REsERvED

  • DUQM REFINERY 2014All RIghts REsERvED

    01

    01

    THE IMPOrTaNCEOF BraNd GuIdELINESThe goal of a brand guideline is To proTecT The sTrengTh of your brand so ThaT year afTer year iT will conTinue To creaTe value for your company and your employees.

    This brand guideline is inTended To Teach brand managers, employees and design agencies how To consiTenTly apply The brand. iT does This by explaining The imporTance of your brand and describing in deTail how To correcTly implemenT The elemenTs of The brand. ulTimaTely your brand is one of your mosT imporTanT asseTs. iT is essenTial ThaT everyone undersTands The value of your brand and knows how To apply iT consiTenTly across every TouchpoinT.

    our brand

    THE IMPOrTaNCE OF BraNd GuIdELINES 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

  • DUQM REFINERY 2014All RIghts REsERvED

    02

    02

    our brand

    The imporTance of brand guidelines 01

    Our GuIdING PrINCIPLE 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our GuIdING PrINCIPLEENGaGE. CrEaTE. dELIVEr.

    WHaT dOES IT MEaN TO BE ENGaGING?People and companies with an engaging personality are charming and attractive. Engaging people tend to be appealing, likeable and captivating. they have the ability to hold the attention of the room, whilst delivering information which is relevant to the task at hand.

    WHaT dOES IT MEaN TO BE a CrEaTOr? A person or thing that brings something into existence. the creator is someone who always adds value. Creators cant help but succeed. Whether at a macro or micro level, building wealth requires having the mindset of a creator.

    WHaT dOES IT MEaN TO BE a dELIVErEr?A person who acts rather than merely talking or thinking. People who are capable and passionate about delivering are a rare breed. this trait demands meticulous attention to detail, and drive to achieve a defined goal and pride in the output of the task at hand.

    to a degree, it requires one to be tenacious in all aspects of ones daily drive for excellence.

  • DUQM REFINERY 2014All RIghts REsERvED

    03

    03

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    Our VISION 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our VISIONTO BE rECOGNISEd aS a WOrLd-CLaSS rEFINErY BuSINESS, dELIVErING QuaLITY OIL PrOduCTS aCrOSS THE WOrLd, drIVING duQMS GrOWTH aNd OMaNS PrOSPErITY.

  • DUQM REFINERY 2014All RIghts REsERvED

    04

    04

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    Our MISSION 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our MISSIONIN OrdEr TO aCHIEVE Our VISION, Our MISSION IS: 1. to provide our products safely, efficiently and in an environmentally conscious manner 2. to pursue excellence in every facet of the business 3. to deliver the finest quality products 4. to become an instrumental contributor to regional development 5. to provide employment opportunities by developing and implementing world-class training

    and career development programmes.

  • DUQM REFINERY 2014All RIghts REsERvED

    05

    05

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    Our COrE PurPOSE 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our COrE PurPOSETO ENaBLE GrOWTH, CrEaTE OPPOrTuNITY aNd dELIVEr SHarEHOLdEr VaLuE.

  • DUQM REFINERY 2014All RIghts REsERvED

    06

    06

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    Our COrE VaLuES 06

    our brand promise 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our COrE VaLuESWE BELIEVE IN...

    TEaMWOrKrESPECTINTEGrITYPrOFESSIONaLISM

  • DUQM REFINERY 2014All RIghts REsERvED

    07

    07

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    Our BraNd PrOMISE 07

    our brand personaliTY 08

    our Tagline 09

    our Tone of Voice 10

    Our BraNd PrOMISEdELIVEr.to translate this promise into meaningful actions, we have articulated the following 5 service values:

    1. We promise more effective, safe and environmentally conscious execution that saves time and money

    2. We promise high-quality products and services benchmarked against industry best-practice 3. We promise sustainable economic returns for all stakeholders 4. We promise superior service based on our customers definition of excellence 5. We promise exceptional employee management across recruitment, training and development.

  • DUQM REFINERY 2014All RIghts REsERvED

    08

    08

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    Our BraNd PErSONaLITY 08

    our Tagline 09

    our Tone of Voice 10

    Our BraNd PErSONaLITYWE arE...

    COLLaBOraTIVEBEST-IN-CLaSSINTELLIGENTFOCuSEd

  • DUQM REFINERY 2014All RIghts REsERvED

    09

    09

    our brand

    The imporTance of brand guidelines 01

    our guiding principle 02

    our Vision 03

    our mission 04

    our core purpose 05

    our core Values 06

    our brand promise 07

    our brand personaliTY 08

    Our TaGLINE 09

    our Tone of Voice 10

    Our TaGLINEFuELLING PrOSPErITY.BuILdING LEGaCIES.PROSPERITY Prosperity is the state of flourishing, thriving and good fortune. Prosperity encompasses wealth but also includes other factors such as happiness and health.

    LEgACY legacy is about life and living. Its about learning from the past, living in the present,

    and building for the future. Your legacy is putting your stamp on the future. heres our contribution to Omans future.

    Importa